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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Now displaying: February, 2015
Feb 26, 2015

It’s 4:30 in the morning, what time is it for you?…

On this episode Russell talks about being willing to do what others aren’t willing to do and how that will help you be the best.

Here are some cool things to listen for in today’s episode:

  • How Russell became the best when he was a wrestler.
  • And why if you are not willing to put in extra time and effort someone else will be and then you will miss out on something great.

So listen below to find out why you need to be willing to work hard when others aren’t in order to be the best.


Hey everyone! This is Russell, and I’ll welcome you to a super late night -- or maybe a very early morning Marketing In Your Car.

Hey everyone. It’s about 4:30 in the morning, and I’m driving home from the office. And you may be wondering, “Why in the world, Russell, are you up at 4:30 in the morning?”

And the reason is because I did a webinar tonight with a group from Australia, and so I wanted to serve them at their time zone, and so I went in super late tonight into the webinar and just kind of got done, and I’m about to crash and fall asleep.

I hope I don’t wreck on the way home. [Laughter] If I do, and you guys hear this, let my wife know I’m on the side of the road. No, just joking, but anyway I had a lot of fun with it, and today was a crazy day.

I don’t like bragging about numbers or talking about numbers. But one of the most -- one of the biggest money days in our business, which is cool because we didn’t even have a product launch. I did three webinars, which was kind of fun and wears you out, obviously, and then we had a huge coaching deal come through.

We’ve been working on it for almost a year now, and anyway, it’s crazy. I mean, we literally did more today than we did last January as a whole, which is really cool, so exciting times, fun things are happening.

But what I want to talk to you guys about tonight, and hopefully, I hope this is kind of coherent. I have no idea if it will or won’t be, but we will find out when we see the transcripts later, right?

So, and by the way, if you guys don’t know, we’ve got where now you can see, get all episodes there as well as the transcripts. So that’s a gift we gave out you guys as well, so, check it out.

What I want to talk about today is, I want to talk to you about being willing to do what other people aren’t willing to do. You know, when I was growing up I was a wrestler, as a lot of you guys know, and I wanted to be the best. And I remember that, you know, I would wrestle at my high school.

In high school, we’d go through our wrestling practice and everyone would go home, and when everybody went home my dad would get off work and he would come over, and I’d do another two-hour wrestling practice with him every single night.

And I remember during the off season, while everyone was out, goofing off and hanging out, I would go to freestyle, and I’d go to Greco, and I’d go to these other practices, and during an off season I would typically…

Like, in the typical high school season you’d get about 40 matches, and during the off season, during freestyle and Greco, I’d on average get about 80 more matches.

I’d get two seasons in while everyone else was slacking off and goofing off and having fun, and I remember one day my dad told me, he said that a coach could take a kid about… he could take a kid so far.

He’d hold his hands “about this far, a coach can take a kid.” But he said, “But it takes something special. It takes someone willing to go beyond that to get to the next level.”

And he used to say it to me all the time, and I remember thinking about that, thinking, “You know, like if I go home when everybody else goes home, I’m going to be as good as everybody else, and if I want the edge, if I want to be better than everyone else, I’ve got to be willing to do things other people aren’t willing to do.

“I’ve got to be willing to do a second wrestling practice when everyone else is at home, eating dinner. I’ve got to be willing to go and during the summer when everyone else is goofing off and having fun, put in two more seasons.”

Because I wanted to be the best, and I think about that now with this, with today, it’s 4:30 in the morning. I woke up this morning at about 6:00, I think, to do my three:

I had a early morning webinar, afternoon webinar, and nighttime webinar, and as well as a whole bunch of other crazy things as well, spending three hours with my kids tonight, time with my wife and everything else.

And, you know, I think that most of my competitors, the people that we’re competing against in our business, they’re sleeping right now, and I know that they will be where they’re at, but I know that I’m always going to outwork them.

I know that I am willing and able to do what they are not, and so I want you thinking about your business or your life. I don’t care if this is your finances, if it’s you’re, you know, your an entrepreneur, if this is your, you know, if this is relationships, whatever it is, I’m curious. Are you willing to do what other people aren’t?

And if you’re not, there are people out there who will, and if you want to be the best at whatever it is you do, you’ve got to be willing to put in the extra time and effort when it’s required.

So I just want to leave that with you guys, quick message. I’m heading in, going to go crash and sleep. I’ll be asleep hopefully when you guys are listening to this, so I appreciate you guys.

Have an awesome day, work hard, work your butt off to get that edge, and we’ll go from there.

Thanks, everyone!

Feb 24, 2015

My thoughts after seeing a really cool new high ticket sales funnel built in Click Funnels.

On today’s episode Russell talks about how someone else used Clickfunnels to make over $300K. He goes through the process this person used to do it and how it’s similar to his own process.

Here are some fun things you’ll hear in this episode:

  • Find out the process used on Clickfunnels to make over $300K in sales.
  • And how to use Russell’s coaching funnel in your own business to get people inspired about your product.

So listen below to find out how you can follow the model set by Russell and others to inspire people and increase your sales.


Hey everyone! This is Russell Brunson. I want to welcome you to Episode Number 109 of the Marketing In Your Car series, and I cannot believe that I’ve been this consistent to do 109 episodes, but I’m excited to have you guys all here.

All right, everyone. So I woke up this morning, I was supposed to do a podcast interview at 7:00 my time. I called into the podcast, and it turned out my assistant screwed up on the time and it’s actually 9:00.

So I had an hour today to kind of goof around, and I was looking up some stuff and saw this message in the Help Desk from somebody using ClickFunnels, and the guy said:

“Hey, just so you know, we love ClickFunnels,” whatever, and anyway then I saw the guy’s name, and I knew him on Facebook, but I’d never really talked to him before, so I messaged him and I was like:

“Hey man, just, you know, saw your thing in our support desk. Glad you love ClickFunnels,” and he’s like, “Yeah, man.” He’s like, “Our new funnel is doing over $300,000 a month because I had ClickFunnels.” And I’m like, “What? That is amazing!” I said, “Where is it at? I want to see it!”

So he sent me a link to the funnel, and so this morning that’s all I did, is I was going through his funnel. And it was amazing, and it made me so proud that ClickFunnels is the backbone that’s given him the ability to do that.

But what was even more powerful is, as I was watching his process -- and he’s selling a $10,000 boot camp, a weeklong boot camp type thing, and he’s got videos throughout this funnel to sell the process.

And it was interesting because it was kind of similar to my coaching funnel in some ways and very, very different in other ways.

For those of you guys who listen in, if you guys haven’t seen my coaching funnel, I recommend doing it for two reasons. One, you’re going to get a ton of ideas if you are selling your own high end coaching program.

Number two, that’s how you get in my coaching program, and if you’re listening to Marketing In Your Car, I promise you there’s no better coaching program online than ours.

In fact, I was just two seconds ago responding back to our members. All of our members have me on walky-talky and they can ask or message any time they want, and that’s how much I care about you guys and want your success.

So either way, you need to go check out the Coaching Funnel. If you go to, you’ll see one of the coaching pages there. If you go to, there’s a whole bunch of links to all different versions of the coaching page.

You can kind of see what it is there, and then go through the process. Again, go through to see it, but go through because you guys should get involved in our coaching program if you want to go to the next level.

But look at the process and, you know, so step number one, there’s typically a video of one of our success stories. I think right now, if you go to, you’ll see Liz Benny telling her story there.

It’s an emotional, captivating story of her experience of the coaching program, and then there’s kind of a long form sales letter that kind of goes through what’s involved and what happens, and those kinds of things.

And then after you apply, or after you finish the first step, then it takes you to the “Application” page, and on the “Application” page I’ve got like a 20 or 30-minute video that I call “The Journey,” and it’s me.

I kind of intro the story real quick and then I show testimonials, this whole, like, story of people who’ve gone through our coaching, and we’ve got people crying, and talking about how it changed their life and all sorts of stuff, and it’s a very emotional video there for step number two.

And then after they apply, then it takes them to the third step in the sequence, which is the “Homework” page, which then pre-sells them and gets them really excited about our call and why they want to work for me, and things like that. So it’s a really cool process.

Right now, for every single person that applies, we’re averaging $967 in backend sales, so the process works and it gives me the ability to work with people and change their lives at a level that has never been possible before for.

So that’s kind of what my Coaching Funnel looks like. It’s this three-page sequence. There are emails and other things tied to it as well, depending on what you do and where you go and that kind of stuff, but that’s kind of the basic overall architecture of it.

So today when I was watching this guy’s coaching funnel, it was beautiful. What he did is, step number one, he had this really cool video of him out in front of Wall Street, kind of telling his story about how everything crashed in 2008, and anyway it kind of tells a story.

It was a visually captivating video. The page looked amazing, it was really, really cool. So then I followed step one, I put my email address in, and step two took me to like a documentary style of the weeklong coaching program, and it was super cool.

I haven’t watched the whole thing yet. It’s like an hour and 20 minutes long, but you watch this video, and it’s the actual process that he takes his people through, and he’s showing it.

He’s got people crying and all these things happening, and he’s showing the process. Which was powerful, because obviously I’m not in his coaching program -- or I saw what he does with his people, and how he does it, and how he affects them.

You know, and I’ve known who this guy was on Facebook for a long time. I’ve never really… he always kind of drove me crazy, to be honest. But when I saw him and how he uses his personality to effect change in people, I got a soft spot in my heart for him and I was like, “Wow, this guy’s really doing some cool things!”

And it just made him very, very real. It kind of put purpose behind his exterior, and stuff like that, and it made me really, like, bond with him. In fact, by the time I was finished -- you know, I haven’t watched the whole hour and 20-minute long video, I watched a bunch of it, like I wanted to go through the program.

I was like, “Man, this is really, really cool!” Because then he’s showing the actual process of how he affects change in people, and you see the people’s lives. You see the look in their eyes, you see all those kinds of things, which is really, really cool.

And then -- check it out, guys. I got to the gym and my trainer is not even here yet. Oh, I’m early.

Okay, and then… so then you watch that hour and 20-minute long video and then there’s a thing that says “Apply for his program.” So you click on the “Apply” button, and then it takes you over to a page where he’s talking directly to the screen, and it’s got the application box on the right-hand side.

And he’s telling them how the process can happen, and how this is an interview, and how you can’t lie, and you got to be very truthful when you go through this, and just very direct and very…

Anyway, it was really, really cool. This video, probably about 10 minutes long, telling them what to expect and how to do it and the way to go through this process, and so kind of that page right there.

And after you go through and apply, then on the next page it takes you to one more video of him, where he’s sitting there getting a tattoo. It was kind of cool, and he’s talking to you as he’s getting his tattoo, and just telling you like,

“This is what’s going to happen now, this is what to expect, and this is where we’re going, and this, you know, you just finished step one of your interview, and you’re going to have a chance to speak directly to me, but only if blah, blah, blah.”

You know, all these different things. And anyway, it was just, it was a really cool process and it made me think a lot. I look at how salesmanship online has been evolving, just in the 12 years that I’ve been doing it.

You know, when we first got on, it was very rudimentary copy that got people to buy. You know, over the next five or six years we all got better at writing copy, and copy got slicker and better and better at convincing people of things.

And I look at my own marketing, I look at other people’s marketing, and I almost feel like the era of like sales copy is dying, and it’s transitioned into the era of like almost like reality TV, like stories and emotional connections and things like that.

Like again, if you look at my coaching funnel, like the copy on the page is not very substantial at all. It’s more there to logically support what they’re feeling when they watch the emotional videos.

You know, this guy’s, he didn’t even have any copy. It was just the emotional videos that got people to want to change, and it inspired them and gave them belief and hope that he could effect change in their lives.

And that’s kind of similar to, if you look at my coaching funnel, what we have in there. All the videos and stuff are structured to cause belief and hope and cause that change in someone. So anyway, it’s pretty exciting.

So for me, again, a couple of things: First off, it was fun to see it in ClickFunnels. Second off, it was fun to see another successful coaching funnel. There’s not a lot of them out there, and it was really fun to see his and see that the style model mimicked a lot of kind of what we were doing, which was exciting.

And I don’t think he modeled it from me, he just did it his own way, but just the psychology behind how we both had kind of structured things was similar, and in some ways I think his was even better, which was really, really cool.

It made me want to go back and make an, you know, an hour and a half-long documentary about our coaching process, what we take people through, but it was really cool.

So anyway, I just wanted to kind of share that with you guys, and if you want to see a good coaching funnel again, go to

And for those of you guys listening, I’ve never really pitched you guys on anything before in the 109 episodes we’ve done this, but if nothing else, you guys need to get involved in our coaching program.

There’s none other like it on the Internet. If you want success and you want to get from where you are to where you need to be, we’re the best at that, and I have no reservations saying that.

I don’t feel guilty, you know, talking about my own program, not only because I’ve seen the results and I’ve been in tons of other coaching programs, and I always desired something from them and I never got it.

And so when we started putting this together, I said, “What would I actually want? How would it affect me the most?” And we built something based around that, and because of that, I mean, you’ve seen the success stories pouring in from what we’re doing, so it’s pretty exciting.

So that’s what I got for today, you guys. I’m going to check out, but for all you guys who are interested in some high ticket stuff, go look at my coaching funnel, study it and model it, use it for what you guys are doing, bring emotion, bring stories in.

Take the results and the case studies from people’s lives you’ve changed, capture those on video and make a really compelling story, and that’s what’s going to get people to want to be inspired enough to sign up for your high end program.

So that’s it, you guys. I appreciate you all, and we’ll talk soon.

Feb 20, 2015

How we used our booth at Traffic and Conversion Summit to grow our list, brand and following, using t-shirts, girls and a helicopter…?

On today’s episode Russell talks about the Traffic Conversion Summit and why Clickfunnels did a booth, and some of the challenges that came with it.

Here are some fun stuff to listen for in this episode:

  • How Russell made a crappy booth in a crappy location into an awesome booth in a much better location.
  • How Russell was able to get a bunch of people wearing his t-shirts and make his booth memorable.
  • And some other challenges they encountered and how they overcame them.

Listen below to hear how Russell and Clickfunnels made thier name stand out at the Traffic Conversion Summit.


Hey everyone! This is Russell and I want to welcome you to the one and only, Marketing In Your Car.  I hope you guys are having an awesome day today. I have some fun stuff to talk about to you guys. I hope that you’re in the mood to hang out. Just dropped my son off at school, and I’m heading back into the office.

And it was funny… someone messaged me this week on Facebook and asked me to do a podcast about my thoughts on the Traffic and Conversions Summit, which we just got back from late last night, and so I thought that I would do that.

So I want kind of talk about some of you guys know the Traffic and Conversion Summit. It’s a huge conference that happens every year. This year they had, I think like 3,500 people. It was pretty impressive that there were that many people all there. It was kind of crazy.

And so it’s kind of like a no-pitch event, pretty much. You know, they come and they teach, and, you know, Ryan and Perry that run it, they sell a couple of their own little things, but not really aggressively or anything like that.

And so anyway, so they kind of were doing the event, and because with that many people there, we obviously wanted to be there with ClickFunnels, and so we decided to do a sponsorship booth.

And so they had different sponsorship levels. The highest one, I think, was like $75,000, which we didn’t want to do that one. But there’s one at $25,000 where you got a booth, and then you were able to actually speak onstage for like 45 minutes in one of the break out rooms.

And so we did that, and so we had to figure out like how to maximize that. You know, in a format where I can’t sell, how do we make as much money as possible?

And so we tried a bunch of strategies -- some worked, some didn’t work, but I thought I’d kind of share some of them.

So first thing, obviously, we got a booth, and we had never really done big booths before. We had kind of, you know, had a little booth, we’d taken a couple of events, but that was about it.

So we had a big booth, and so we showed up there the night before and our booth was set up, and they put us like clear in the back corner where nobody could find us, and I looked at our booth and everyone else had these amazingly huge, designed booths and all these crazy things.

And anyway, it was kind of interesting, and we looked at ours. Ours looked so crappy next to everybody else’s because all we had were like these two little side banners and then like a tablecloth and that was it.

And I was like, honestly that night, so embarrassed about our booth, and then second off, like kind of upset that they gave us such a… like literally, I think there were four $25,000 sponsors and all of them had like front row and we were like way in the back, like we got the worst placement of anyone by far, which was kind of annoying.

So anyways, the first thing, I was just like, “We’ve got to fix this somehow,” and Roland Frasier, he’s one of the owners of Digital Marketer, he was like, “If I was you guys, I’d go rent a big huge TV for that and make your booth look a little more presentable.”

So 6:00 o’clock in the morning, the next morning, we called around and we were able to rent out an 80” TV, so we boom! Popped this huge 80” TV and we put like a loop reel of ClickFunnels on the background, and now our booth looked actually pretty dang awesome, to be honest.

So that was kind of cool, and then that day I had a chance to speak, and so we were trying to figure out like how in the world, first off, to get as many people into my break out sessions as possible because I’m competing with two other speakers, and I was the first up.

And then second was like, how to make this thing memoriable? Memoriable? Memorable. How to make this memorable so people start talking about us and how to create a good buzz, and so the thing first we did is we got a whole bunch of t-shirts that on the front said “#Funnel Hacker” and then on the back had the ClickFunnels logo and it said “Powered by ClickFunnels.”

And so we actually ordered 1,200 of those shirts, 500 pounds of them, and had them shipped to the event, and so we had all these shirts there, and so we were handing out shirts and telling everyone, “If you come to Russell’s session, you get one of these cool Funnel Hacker t-shirts.”

You know, the day before or a couple days before, we’d messaged all the ClickFunnels members as well and said, “Hey, if you’re going to be in Traffic and Conversion, come help us get people into the booth and if you do, we’ll take you out to dinner.”

And that kind of, that like, we didn’t execute that part right. You know, I wanted to base like an affiliate program where they came in, they had coupons and they’d use these coupons to push people into my session.

But just the way that -- I kind of didn’t execute that one right -- we only had a couple of people end up doing it. And yeah, so it’s kind of, that part didn’t work as well as we thought.

And then like two hours before I was speaking, maybe about three hours before, we were looking at the layout, and like my break out room is really far away from the main stage and like, “How are we going to get people here?”

And one of the guys who was with us, I was like, “Man, I wish we could get some booth babes, some pretty girls to kind of push people in.” He’s like, “I’m going to get some really quick.” And I’m like, “Are you serious?”

So he jumped online, he started calling all of these different like modeling agencies, and I think he called Hooters. He called all these things, trying to find some cute girls to help us push people in, and finally he found some.

He found a company that was able to get three girls to us, like in the next half an hour, and so these three girls came. They were beautiful girls, we gave them Funnel Hacks t-shirts, trained them really quick on how to get people into our session.

And we had these girls plus about eight of our staff members all pushing people and funneling people into my session, which was cool, and we filled up my entire room. We had no more room, so that was the first step. We got them in there.

Then in my presentation, which is the same presentation I normally sell Funnel Hacks from, except for I wasn’t allowed to sell. So basically I did all the build up, all the excitement, and then I had to stop, and so we pushed everyone.

We said, “Hey, let’s push everybody over to, you know, like in a situation where we can sell them.” I’m like, “Well, we need as many selling options as possible.”

So one thing we did is we had guys in our team with mini laptops, or mini iPads there, and we had this DVD that was a DVD of my Funnel Hacks presentation with a pitch and everything, and basically it said:

“Hey, if you come back and get a DVD, put your email address in here and register for a webinar, we’ll give it to you.” So basically we got, I don’t know, a couple hundred people registered for a webinar that we’re going to do on Wednesday, selling Funnel Hacks.

And so those guys all got into our funnel so I’ll have a chance to sell them there, plus we gave them all these DVDs that if they watched the DVDs, also sells the presentation as well.

So trying to like throw this in as many different directions as possible, and so we did that and we gave away a ton of DVDs. We gave away, I think, like 600 or 700 t-shirts during the presentation, which was really cool.

And then got a whole bunch of people registered for the webinar as well as giving them these DVDs that is the webinar, so hopefully they’ll watch those as well.

So that was kind of the first major attack that we did, which was cool. And then the next day we woke up, and what was cool is that almost everyone was wearing our t-shirts.

So now we have like 300 or 400 walking billboards of our company, walking around the whole event, which was really cool. I recommend bringing t-shirts if you’re doing a booth and trying to dominate an area, right?

So that was kind of cool. So we had all these billboards walking around, and our booth was in such a crappy location, Brent was able to go and get them to move it to like a prime location right out in front, which was good.

And then for the next two days, we just kept funneling people back to the thing, and we were getting people registered for the webinar. We were selling people, we’re signing people up, we were doing all sorts of just crazy cool stuff, and it was really, really fun.

And so, our goal going into it is like, we wanted to make so much noise and we wanted to get everyone talking about ClickFunnels and about Funnel Hacking and just stick out like a sore thumb.

And I think that if you were to ask anybody at the event, like who was memorable, like will they remember the vendors, definitely it would’ve been us.

Everyone else had a booth with like a little bowl of candy out there and that was it. Where we’re out there just doing crazy things and getting people to do stuff, and giving away just crazy gifts and a whole bunch of really cool stuff.

So we had a good time with it. It’ll be interesting to see kind of how it pans out financially over the next little while. But, you know, for us the biggest thing we wanted is, you know, for us in this industry, that’s kind of the big event of the year.

And it sets the tone for the year, and we wanted to be a part of that message and to be able to kind of launch this year out with everyone talking about ClickFunnels and about Funnel Hacking and about that whole concept.

And so, so far it was, you know, from that standpoint it was really good with people; all their Facebook, posting their pictures of, you know, the shirts and stuff, and it was really, really cool. So that was kind of what happened from our side.

The event as a whole, people kept asking about it. It was good. I didn’t have a chance to go to all the sessions, but as a whole it was good. I felt like this, this year… it’s interesting, I’ve been, I think, four years in a row now.

In the first year, I really felt that when we went, it was like what they shared was very, very prolific and very different and unique, and which I think is why they initially got the following for this event and why it started growing.

The second year they started bringing in more guest speakers, and it kind of diluted it and kind of watered it down.

Last year was pretty good as well. They had a really good focus, they were focusing on funnels, they were pushing people through a really cool sales process, and I felt they had a lot of, like prolific things.

They introduced the tripwire concept and things like that, whereas this year I was kind of disappointed because I didn’t feel like it had evolved at all. It was kind of just like, “Hey, all that stuff we talked about last year? Yeah, you just keep doing that.”

And you know, it didn’t really, I mean, they tried, you know, to talk about 2.0 of everything, and they tried to like “and here’s the next step,” but there was nothing really that jumped out to me as like new or prolific or that much different.

So that was kind of a little disappointing from that side of it, but as a whole, the networking there was second to none. I saw people there who I hadn’t seen in 10 or 15 years, and it was kind of cool.

So I’m at the office now, I got one more story to tell you and then I’ll be done. And this is, you know, I kind of shared with you guys some of the strategies and things we went into this event with, but you know, I’ve never had a company where we did booths before or where we go to events.

And so I’m kind of learning this whole thing and how to stick out and how to, you know, acquire customers and things through that kind of a process. And so, you know, I’m still kind of learning it, but we had a guy who was in our inner circle group, man, probably five or six years ago.

His name was Big Mike and he was a big booth person. He sells advanced hydroponics -- and so, yeah, take that for what it’s worth. But he does, at least when he was in our group, he was doing like $40 or $50 million a year selling this stuff.

And he was kind of like the bad guy in his group and nobody in his market wanted him there. They didn’t want him at their events, they refused to sell him booth space, they refused to sell tickets to him, and so he got really upset by that, so he wanted…

Anyway, they were doing this big industry event and he wanted to come and just dominate it, and so he was strategizing this in our mastermind group and then he executed it, and then afterwards came back and shared what he did and it was crazy.

And so we were trying to do this in a small part. Obviously, we didn’t do it to this extent of what he did, but what he did was amazing. So what he did, the night before the event, he rented out the venue across the street from where the convention was, and he threw like the biggest party in the industry.

He spent, you know, I don’t know, $50,000, $100,000 on the stuff. And he had girls there and all these things, and he brought all these people in and he kind of made a theme for the event.

He made these t-shirts of this big huge bowl, and if you could imagine this in your head, the bowl is, you know, taking a big huge drink. The bowl is standing upright, right? And he’s all flexing and huge, and he’s taking a drink of his hydroponics.

And then it shows down below, it shows him peeing out into a bucket, and has his competitors, the name of his competitor’s product on the other bucket, and he made these t-shirts like that.

And so what he did is he gave everyone at this party all these t-shirts and he said, “Hey, tomorrow we’re walking around handing out $1,000 bills to people who are wearing this t-shirt.” And so the next in the entire event, almost every attendee was wearing those t-shirts with the bowl on it.

And so he basically, even though they wouldn’t sell him booth space, he had, you know, 2,000 or 3,000 people all wearing that t-shirt the entire week, so he basically was walking billboards on everyone. But then the next part that just like took it to the next level, it’s just ridiculous.

He went in and he rented a helicopter and then -- I can’t even like say this without just laughing -- he rented a helicopter and on the back of it he flew this huge banner ad that had that picture of the bowl, drinking it and his competitor, and he had some like headline or something on the thing.

And for the three-day event, he had this helicopter just circling on top of the event building for three days, and anyway, that’s like he went and completely seminar hacked this seminar and just went in there and just became the talk of the whole thing.

And the campaign, you know, spending a quarter-million dollars on the campaign, but you know, when all is said and done, like everybody knew who he was and everyone was talking about him the entire time.

So anyway I thought it was really, really cool, so just think about that when you guys, you know, I was just trying to be -- obviously, you know, this guy was doing everything out of spite so he was able to take it to the next level. You know, I respect Ryan and Perry, and we didn’t want anything that, you know, that they wouldn’t like, so we tried to do everything within the confines.

We still wanted to come in and use this as a tool to get new customers and to get our name out there and stuff like that, and so we were trying to be creative and stuff like that.

So if you guys ever do booths and things like that, hopefully, it gives you a couple of ideas on how you can dominate it and really maximize it to the end. And so, anyway I hope that helps you guys.

I’m in the office now, I’m going to go hang out, get some work done. I got a webinar today, this afternoon. My goal, I think we can do 100,000 on this one, so that’s the goal. If I do that I will be excited, and that’ll take me to the weekend where I can relax a little bit, so that’ll be fun.

So anyway, appreciate you guys listening. Hope you love the podcast. If you do, go tell your friends, go post it on Facebook, or do something cool like that. I appreciate it, and we will go from there.

Thanks you guys! And we’ll talk soon.

Feb 11, 2015

Things I thought about after talking to Tony Robbins today.

On this episode Russell talks about finding level 10 opportunity after years of having level 10 skills but only level 2 opportunities. He discusses a recent phone call he had with Tony Robins to help him with his business.

Here are some interesting things you will hear in today’s episode:

  • Why Russell had a phone call with Tony Robins and how he was able to help him.
  • How talking with another marketing friend made him realize he was putting level 10 skills into level 2 opportunities.
  • And why focusing on a level 10 opportunity (Clickfunnels) has been so rewarding.

So listen below to find out why having a level 10 opportunity is the key to success.


Hey everyone! This is Russell Brunson and welcome to a late night… a very late night Marketing In Your Car. Hey everyone, so I’ve actually just jumped in my car, and I’m heading to the gym to go wrestle because that’s what I want to do all day. If it were up to me, I would go back to when I was in college and just go back to wrestling.

But I live in the real world, and unfortunately, it means I have to work and have a business, and all those other fun things -- which I love, which it is not bad.

But if it were up to me I’d be wrestling all the time, so when I get an opportunity to wrestle someone I am there. So that’s where I’m at right now, and I’ve got like a 15-20 minute ride to the workout room, so I’ll just hang out with you guys for a little bit. I hope you don’t mind.

Today was a super fun day. We’ve been working on a lot of really cool projects and stuff as always. Man, I don’t know if you guys are loving ClickFunnels like I am, but I literally built out our entire seminar funnel inside of ClickFunnels.

Yesterday, I built out one for our book launch. My book launch is coming up where I’m giving away my Ferrari. I built out, anyway, like three of four funnels in the last 48-hours.

It’s just so exciting and so much fun -- and I love it! It’s like a second, close to wrestling. Let’s just put it there. If ClickFunnels was a sport… man, it might even beat wrestling, but it’s close. It’s a close call right now. So anyway, it’s a ton of fun.

And I had a really cool chance… Today, I actually had a call with Tony Robbins. Some of you guys, I’m sure, probably saw it. He recently did his big book launch for his MONEY Master the Game book.

Which is an amazing book, and we promoted it and everything, and before the book launch, I saw what they were kind of doing and I messaged him. I was like, “Hey Tony, do you know there’s some things we can do to help tweak the sales process so it will do better for you?”

But he just ran out of time. They were so busy with the launch and with him speaking at, you know, every T.V. station in America for a month or two that the book was rolling out.

But he just didn’t have the you know, the bandwidth to be able to make the changes and adjustments he needed to, and because of that their funnel really suffered. You know, obviously, he’s not going to be able to share stats, numbers or anything, but he didn’t do as well as they had hoped.

And so, I had to email them a couple days ago basically saying, “Hey, now that you kind of done with the whole whirlwind book tour thing, if you’d like, I’d love to give you some feedback on some pretty simple changes you can to your funnel to help things out.”

He emailed me back and said let’s talk Tuesday at 4:30, and it was kind of fun. So I had a chance to talk to him and just talk about his funnel and his goals.

One thing that I can say that was just really, really cool from my phone conversation, you know, we talk a lot in business about staying focused and having like one goal and one thing you’re working towards and being very myopic on that.

And it’s been interesting -- I’ve watched over my 10-year career here in this business, it’s 12 years now. Wow.

Anyway, every time that I focus on one project and we start making a whole bunch of money, and as soon as I start making a bunch of money, my first tendency is to go and start doing like 30 different projects, and once I do that my whole business collapses.

And then I get back, and then I have to cut everything and focus on one thing, and it grows again, and then I get excited and I start doing it.

You know, I talked earlier on a podcast about cycling, and that’s one of the main reasons why I’ve cycled a couple times is because of that.

And it was interesting because when I first talked to Tony, I assumed that he wrote the book because he wanted to open up, you know, a back-end financial division and all these things and he kind of indirectly did.

If you read the book, you’ll kind of see kind of what he did. But it was interesting talking to him because the whole time he kept bringing it back to like what his core message is and his core focus and his reason why he’s here on earth.

It was really interesting. He talked about, you know, bringing these financial buyers is like…“But we don’t have a financial back-end.” he's like, “I don’t have a desire to build one.”

He’s said, “My only goal, my only focus, my life’s mission is to change people’s lives through, you know, my personal development stuff.” He’s like, “And I want to get people over to that.”

And I thought: Man, how powerful is that, that someone who spends four years writing a book, going on a mission to change this piece of the world, even though he did that to fill a personal mission?

Like his only goal for that still is to come back to his core -- his core focus. And that was just a real big lesson to me about, you know, having your one thing that you’re passionate about and you want to be best in the world at, and focusing all efforts there.

You know, it’s been interesting, since we did launch ClickFunnels, I’m thinking a lot about that just because, you know, we’ve been trying to grow that and making it the best it possibly can be.

And as lot of you guys know, I have my hands in a lot of different projects and opportunities and things like that, and it has been always tough for me over the last, you know, however many years of my career to focus on like, on a great opportunity because there’s so many good ones, right?

For example, a lot of you guys know about my supplement that’s doing… you know, it’s still doing great. But the problem is, I’m not focusing on it. Like it’s sad, you know, like I shared numbers in the webinar to get people excited.

Those numbers are actually really low, from what should be happening. Like that’s something that should be at two or three million dollars a month. Like if I was to focus 100 percent of my effort on that, it would be there in a very, very finite short period of time.

But it’s not my passion, it’s not my focus, it’s not my thing, and so in spite of myself -- just the fact that it’s there -- it’s doing anywhere from $250 to $500 to $600.

I think our swing, between like the high months and the low months, by $250,000 up to $600,000 a month, just consistently, without me doing really much of anything. Because I have no focus or effort there, it just kind of sits there and doesn’t really do much.

And so, for me, I’m looking at trying like how can we sell this? And I’ve been grateful that one of my friends and one of the guys in my mastermind group is looking at purchasing it right now.

Which I think it can be a huge deal. A great deal for him and a great deal for me because he’ll be able to have it, and actually put 100 percent focus on it, and give it the care that it needs and to be able to grow it. And it gives me the ability to start, you know, to take one more distraction away from me, so I can focus more on my core message.

I also look at like our DotComSecrets Company. You know, for years my business model was: We need to create new offers. You know, just to create new offers to make more money, right?

Like what’s something cool people will buy? Okay, let’s create this and create this, and we created some cool stuff.

But it’s been interesting. As I’ve come back and look at how we transitioned that company, how we’re continuing to transition (and you guys will see that more and more throughout this year), that the DotComSecrets Company, the only goal of it is not so much to create new products and sell more stuff.

We’ll do that, but the reason why that’s happening: You’ll see everything that we’re creating is very strategic to get people into ClickFunnels. ClickFunnels is my Level 10 opportunity, right? It’s the thing I want to focus on, and the thing that I want to dedicate my life to.

You know, we’ve had people already ask us like, “Well, you know, are you going to sell it? How much are you going to sell it for?”

And it’s been the funniest thing because any other business I’ve ever had if people asked me how much I’d sell it for, I’ve always had a number, instantly, in my head and with this one I don’t.

It’s funny like… I would almost rather do anything than sell it. Like people… I don’t know like, it’s just so exciting for me that I literally want to be doing this in the next 10, 15, 20 years. I’ve never had a business where I can see myself doing it in 20 or 30 years, but I can with this one.

That’s how passionate, how excited I am. And so, when people talk about selling it, it’s just like so far from my mind like it makes me sick to my stomach. Because I’m like I don’t know if there’s a number that I would say…

I’m sure there would be a number I would say yes to, but if I did I think I’d always -- you know, I have so much I want to do with it, in so many cool directions and things we’re going to be doing -- and so, anyway, it’s just kind of interesting,

Another really cool thing that I kind of think about, it’s kind of related, but I’ve got a friend who’s brilliant, one of the smartest marketers I’ve ever met. His name is Bill Harrison, and if you get to know him, him and his brother -- Brad and Bill -- they run a publicity company and it’s really cool.

About two years ago, actually, I was at Traffic Conversion with Bill Harrison, and we were talking about opportunities, and he was talking about him, and it was interesting, if you look at him, he’s one of, like I said, one of the most amazing marketers I’ve ever met.

If you go to his house… I haven’t been in his house, but I’ve seen pictures of it where, literally, every room in his house is covered from the floor to the ceiling in marketing and sales books, and it’s crazy.

He’s actually been sending me like boxes of books as gifts, just randomly, because he’s got too many books that his house, literally, cannot fit them all. It’s not like a library or a room. It’s the entire the entire house is covered with them, and he knows marketing probably better than anyone on earth.

And I was talking to him, and he said, “You know, it kind of drives me crazy. I have these friends who are horrible marketers, but they step into a Level 10 opportunity and their Level 2 skills.

“Because they’re a Level 10 opportunity, you know, some of these guys have sold their companies for hundreds of millions of dollars,” and he says, “You know, me, our company is doing well.”

I don’t know if they’re doing $10- or $15-million a year, but he’s like, “I felt like I have a Level 10 skill set, but I’m stuck in a Level 2 opportunity.

And I remember when he said that I started looking again at myself, looking internal. I thought, you know, I feel kind of like the same way. Like I’m in a Level 2 opportunity, with all my little things out here, and nothing for me was like that thing that was passion -- that drove me.

You know, I was dabbling in a lot of things that I really loved and I cared about, but there wasn’t anything that was really like my driving force. And I look at ClickFunnels as like something where I can take my Level 10 skills and apply it to a Level 10 opportunity and so for me it’s exciting.

So, anyway, I just wanted you guy thinking about that a little bit today. You know, it really impressed me when I was talking to Tony, just hearing him just keep pushing things back to that, and maybe kind of re-remember my focus and my goals in my company, in my business.

And everything is to push people back to my core opportunity, and I just want to encourage you guys, as well, to think about that strategically, and don’t just put out things to put out things, but think about like what’s your mission in life?

You know, think about what’s Tony Robbins’ mission? We know that, right? We’ve seen it. We’ve seen him changing millions and millions of people’s lives around the world. Like that’s his mission.

My mission is to help people to build sales funnels and to take their message out to the world, and be able to do it in a way that they can be profitable. You know, what’s your mission? What’s the thing you were put on earth here to do in your business? Because I promise you guys that you can change people’s lives, and you’ll be able to change a lot more people’s lives if you’re focused 100 percent on that thing.

So, anyway, that’s about it for tonight, you guys. I am almost to the gym. I’m excited to go wrestle and… this is cool. So I appreciate you guys all listening.

It’s fun having someone who listens to my random thoughts. I get messages on Facebook, randomly, from you guys all the time. Tell me you listen to the podcast. It just makes me happy.

So keep on listening. Share it with your friends if you like it, and outside of that, I appreciate you guys for listening, and we will talk soon.

Feb 5, 2015

Until you’ve cycled at least once, I can’t be your business partner.

On today’s episode Russell talks about why successful people aren’t as cool as they think they are. He admits to falling into this same pattern and how he has been able to be a lot more humble.

Here are some fun things you’ll hear on this episode:

  • Why Russell thought he was cool when he had some success and how he was humbled.
  • Why Russell’s failed ventures have made him realize he isn’t as cool as he thought.
  • And why a fellow marketer got angry with Russell on a marketing cruise and ended up blowing a big opportunity.

Listen below to hear why you aren’t as cool as you might think you are.


Hey everyone, this is Russell Brunson and I want to welcome you to another exciting, emotional, awesome Marketing in Your Car.

Hey everyone, I just got out of the gym today. I was thinking a lot. I actually did a podcast last night but we're going to do another one because I just want to talk about something that I think is very important for everyone to hear, especially me, especially pretty much everyone.

The moral of this podcast, I’ll tell you the moral first and then we'll dig into the actual nuts and bolts behind it. The moral of the story is you are not as cool as you think. It's funny, in the world that we live in, the world that I'm in, it's amazing to me how impressed people are with themselves. It drives me insane.

I don't know what it is but when people have a little bit of success, they just become super impressed with themselves, and rightfully so but there comes a time I think in most entrepreneurs' lives where you realize that you're not as cool as you think you are. The sooner that happens for you, the better.

If it hasn't happened for you yet, I want to give you the blessing of letting you know that you're not as cool as you think. I remember when I first got started in this business, and things started happening and started making money, man, I thought I was the coolest thing in the world. I was unstoppable. I started making stupid decisions because I thought I was invincible, and grew my company really, really quick, and then lost it all because of stupid decisions.

You think after almost losing it all once, I would have been a little bit smarter, but no, instead, I got a little more success again, things came back, and the second time I built it twice as big. We had 100 employees and I was so impressed with myself. I was so awesome. I loved telling people how many employees I had.

Then guess what happened? I made some more stupid decisions, and I lost it all again. I remember for a long time being really depressed about that. Then one time, I was in Mexico hanging out with some really cool marketers. There was this guy named Robert Hirsch. We were talking about our businesses, our careers, and our paths.

I was telling him about my two ups and downs in my business so far. He goes, “Oh good, you've cycled twice.” I go, “What do you mean?” He's like, “Yeah, you've cycled twice. I refuse to work with entrepreneurs who haven't cycled at least once.” I'm like, “What do you mean?”

He's like, “Every business has these ups and downs. When you have your first up, you think you're invincible and you drink your own Kool-Aid and you believe it.” He said, “I refuse to work with entrepreneurs that way because they still believe they're cooler than they are. They don't understand that there are so many things external from them that make them successful, and it's not themselves. They're not as cool as they think they are.”

He said, “The fact that you've cycled twice means that you hopefully have learned from the second time and the first time, and hopefully you don't think you're as cool as you think you are.” I remember when he said that, I was like, “You know what? That's pretty powerful.”

I think it's important to understand that. I've tried. Again, I'm not perfect by any stretch of the imagination but I've tried since my last cycle to be a lot more humble and to realize that it's not me. It's people around me. It's our customers. It's all these amazing things. I take it way more, I don't take it for granted. I'm a lot more appreciative.

I try to be careful when I make decisions now, and things like that. That concept has reared its head this week on the whole marketer's cruise. Before we went on the cruise, supposedly, I didn't even know this, but some guy messaged Brent on my team and said, “Hey, I'm going to be on the marketer's cruise. I’d love to meet you.”

Brent is like, “Cool, yeah, come find us, we'd love to meet you too.” That's where it left off. We're on this cruise, 700 other marketers mind you, plus 1300 guests, so 2000 people here. I first off didn't know who the guy was, didn't know he was supposed to meet us. Brent has messaged him on Facebook for 30 seconds maybe, didn't know his name or picture, just some guy.

I probably got at least 15 to 20 people before the cruise who said, “Hey, I want to meet you.” I'm like, “Alright, I'm there, come find me.” Supposedly, this guy was pissed off and upset because I didn't come and find him. Again, I have no idea who he is from Adam yet he obviously knows who I am.

Anyway, the last night I guess, he bumps into Todd, one of my partners in Click Funnels and was all yelling at him and pissed about the fact that we've been ignoring him. Todd is like, “I don't even know who you are. Who in the world are you?” so Todd tries to calm him down and everything.

I guess when all was said and done, all he really wanted was an affiliate link. Todd was like, “Okay, we'll get you an affiliate link.” Yesterday, this guy Facebooks Brent, yelling at him about how we all ignored him, how rude we were, and all this stuff. We're like, “We don't even know who you are. We were there every night talking. You know who we are. We had no idea who you are. Why wouldn't you come up and talk to us?”

He comes back and he's like, “No, it was not that you guys didn't know who I was. You were purposely ignoring me. I'm so big, I got this and this. I'm so famous, blah, blah,” all this stuff. It was so weird. I remember thinking back and saying, “Wow, this guy, because his ego is so big, because he thinks he's cooler than he is and because he believes that, he just missed out on some amazing opportunities.

Had he come up to me and said, “Hey Russell, I'm so-and-so. I messaged Brent. I’d love to meet you,” I probably would have hit it off and become good friends. I remember in the guy's Facebook message, he's also pissed because I did meet a really cool guy. There was this guy who runs a karate thing back east. His name is Jeff.

We hit it off. He's a jiu jitsu guy. I'm a wrestler. We actually wrestled twice. We went to the yoga room on a hardwood floor, laid out some yoga mats, and wrestled twice. I still have bruises on my knees and bruises on my neck from choking me out because we had so much fun, and hit it off with this guy.

Man, I love this guy, I love his family, I love everything about him. We're trying to help him and serve him, and how we can take his business and him to the next level. We're doing everything we can now to serve him because he didn't think he was cooler than he is. He's just a cool guy who got to know us at a personal level, and we got to know him, and had a great time with him.

Because of that, the relationship he's built, I would be shocked if the relationship we have with him now, if he doesn't make millions of dollars in the next couple of years from that. It wasn't because again, he was saying, “Oh, do you know who I am? I'm the biggest karate guy in the east.” He didn't do any of that. It was just because he was a cool guy.

It was just a reminder to me. I think about the people I deal with in business and I think about myself. I think about other people, and I just want to make sure everyone knows that you're not as cool as you think you are. This stuff is happening, these are blessings that have been given to us. Don't take those things for granted. Be grateful for them.

Never think that you're too big to talk to someone. Never think that people should acknowledge you and know who you are. It was funny, on the cruise, every person I met, I tried to introduce myself and say who I was because some people, it was funny, you see some people who are just like, “Oh, you don't know who I am?” and they walk away.

For me, I don't assume that people know who I am. I assume that they don't and I try to get to know them. It's just a better way to live. My encouragement for today, you guys, is understand first off that you're not cooler than you are. You probably are pretty cool but just remember that all entrepreneurs cycle.

If you haven't cycled yet, you're going to. If you're dumb like me, you'll cycle twice, and hopefully it doesn't happen to me a third time but I'm sure it might. I just want to be humble enough to accept it when it comes, and to dust myself off, get back up, and make sure I take care of other people around me so that when we go for the next round, the next cycle, the people that I love and care about are still there.

I hope that helps you guys. I hope you have an awesome day today. Go inspire people. Go change the world in your way, and see how you can serve people. If you do that, everything you want and need in life will come back to you. Thanks again, you guys. We'll talk to you on the next Marketing in Your Car.

Feb 5, 2015

Three awesome lessons from a hardcore funnel hacker!

On today’s episode Russell talks about an upcoming event called the Funnel Hacking Event and what kinds of things will happen at the event. He also talks about the power of identifying your dream client.

Here are some cool things you’ll hear in this episode:

  • Find out why funnel hacking is turning into a verb and how you can be a funnel hacker.
  • What kinds of things will happen at the upcoming Funnel Hacking Event and why you will want to be there.
  • And why you should be spending more time identifying a dream client in order to make more money.

So listen below to find out why you should be busy identifying your dream client in order to make more money.


Hey everyone, this is Russell Brunson and I want to welcome you to our 105th episode of Marketing in Your Car.

We've had the new theme song for five episodes now, and I hope you guys like it. I got some feedback from my man Stu McLaren. He said that he misses the old theme song as an outro, so I was thinking wouldn't it be cool if we took the old theme song and made it more retro and cool, and did a cover version of it, and had that as an exit, just for nostalgia for those who remember the old show, who remember the old thing.

I want to say hey to everyone. It's been a little while since I've done a podcast. I had a chance to go on the Marketer's Cruise last week which was amazing, got to meet a bunch of people. We had a chance to go and feature Click Funnels there and get a lot of people involved. It was just really cool.

For those of you guys who were there, I had a great time meeting you guys. I'm not really sure. There are a couple of cool things we had talked about today. I'm actually driving to my haircut so I have a little extra time today than I typically do. I was trying to think what would be the coolest way that I could serve you guys today.

Just thinking about a lot of different things, I think, let me walk you through some cool stuff that's happening. That might help open up some cool direction. We've got a couple of cool things coming up. One thing is I just finished my new book. We got it printed. I got first pre-release copies here in my office.

I ordered 250 of them so I have 250 of them sitting in my office. It's like the coolest thing in the world to have that and to be able to have a chance to start sharing it with everyone. I want to encourage you guys to watch as we do the roll-out strategy. There's going to be about 10 years worth of ninja hacking skills all going into this roll-out.

The entire sales funnel will be built inside of Click Funnel. It's going to be worth buying, first off, because the book is going to be amazing, but second off, just to see the process. I've told you guys this before and I’ll tell you over and over again. You'll learn as much by watching the process as you will from purchasing the product.

Make sure you do that. In fact, when you're buying any product, you guys, make sure you're not missing that lesson from me or from any marketer in any market. Watch the process you're going through. I tell you, that's the most valuable piece of what we're going to be doing. That's one thing that's super exciting.

We also are going to be doing our first big live event in the last few years. It's been probably five or six years. We're going to be doing it in Vegas. We're going to have about 500 people there, and the event is going to be called Funnel Hacking. I'm excited because hopefully you guys have a chance to have seen the Funnel Hacks webinar.

If not, go find one when I'm doing the next one and register for it, and be on it because it's kind of cool. Our last event here in Boise, we had our workshop here. It's cool because funnel hacking is becoming a verb in people's vocabulary, “Oh, I'm going to go funnel hack him,” or, “Oh, you should funnel hack him.”

That's good. I want people thinking that way. Instead of, “Oh, what should I create? What kind of funnel should I do?” thinking like that, I want people thinking more like the funnel hacking method where it's like, “Let me find someone that's successful, see what they're doing, and let's model the look, the feel, the layout, and the price points of their funnel.”

That's kind of what funnel hacking is. We talk about it a ton in the webinar. That's been fun. We decided to do the entire event called Funnel Hacking. This event is really cool because I wanted to show the core different types of funnels inside of Click Funnels.

For example, Perry Belcher who is one of the coolest guys is going to be coming and speaking on how to do a tripwire funnel. He's the one who invented that term and that concept. He's going to show and talk about what he's doing and show a bunch of examples.

After that, we're going to have a bunch of different people inside of Click Funnel who have tripwire funnels get up and show their funnels and be like, “This is mine, this is what I did, this is how I modeled. This is what I did different, this is what I did the same,” and then go through and show five or six, or ten people who do tripwire funnels.

Then we'll get up and talk about webinar funnels. We'll have five, 10, 15, 20 people, whatever, all talk about tripwire funnels. We'll go from funnel to funnel over two and a half days. It's going to be the coolest thing. I'm so excited to share this stuff with you guys.

One of my goals, I'm not sure if it's going to happen in time for the event but I'm hoping, I know a lot of you guys have seen our split testing book. If you don't have it yet, it's free. Go to You can get it for free but it has 108 proven split test winners in that book.

I think it would be cool to make a book that's like 108 funnels that you can hack. I'm trying. My goal is to get it all put together before the event, and then anyone who is at the event will get a free copy of it which would be cool. That is just another cool thing we're doing.

On top of that, obviously Click Funnels is growing super fast. It's been such a fun time in business. I hope you guys are enjoying your businesses as well with that. I think the biggest thing I want to talk about today with you guys, outside of you guys doing funnel hacking and things like that, is just the power of the right front end offer.

I've talked about this in past podcasts. I know some of you guys are just listening now for the first time. Some of you haven't listened to all 105 episodes. It's a recurring theme that keeps coming up with my coaching clients. I think it's worth repeating.

If you look at my business two years ago, it's funny, I don't like sharing numbers. I'm not doing this to brag but just to put some perspective. A year ago, last January, as a company we did about $300,000 in sales. This January, we did over a million dollars in sales, more than three times as much.

We didn't do much. I didn't launch anything in January this month. It was just from all the different things we had done. When I look back at what's the one big change we made over the last 12 months that's had the biggest profound impact on our company and on what we've been doing, it's that I really stepped back and I asked myself a couple of questions.

First off, I was looking at who we were attracting at the time, who our customers were, and for me, they were business opportunity seekers. There's nothing wrong with a business opportunity seeker. I was a business opportunity seeker. I'm guessing most of you have been as well.

The problem with the business opportunity seekers is typically, they don't have a business yet. They don't have anything so you spend so much time in the beginning phases that you don't get to get to the growth phases. I was talking to Mike Filsaime about this. He was talking about when he and Andy launched their new company.

He said they walked in the room and had a big whiteboard. They drew a line down the middle of the whiteboard. On the left-hand side, they drew a zero. On the right-hand side, they drew a one. He said, “We want to create products and services that will attract people who have made at least a dollar online.”

If they've made at least a dollar online, it means they've figured out how to set up a website, how to get traffic, how to do all these kind of things. He said, “There's people out there. There's a big market for people who are helping you make your first dollar online but we don't want to be in that market. We want to focus on the other side of the market which is you've made at least a dollar, and now how do we scale that and turn it into a big company.”

He even talked about when they launched the Webinar Jam product, initially, the messaging was all about how much money you could make with webinars. He said, “If we do that, if we try to pitch the argument for webinars, the problem is we get people who are business opportunity seekers. We're convincing them that they can make money online with webinars. That's not what we want. We want people who are already doing webinars to get them to just transition to our products.”

They changed the messaging from how to make money with webinars to, “Hey, if you're already doing webinars, this is a better way to do them.” From that, they attracted the right customers. With us, it was about a year ago we launched Dot Com Secrets Labs which was our 108 proven split test winners. What's cool if you think about it, we designed that on purpose because if you look at that, it was created in a way so it would literally repel the customers we didn't want to get.

Someone who is a business opportunity seeker, who has never had a website, who doesn't have anything, when they see that book, it doesn't make sense to them. They're not going to buy that. They don't know what a split test is. They don't know why they even care but for my dream client, for the person that I really want into my company, it attracts the right person, someone who already has a business.

A split testing book attracts the right person. Look back over the last year. What did we do? I didn't work harder this January and last January. In fact, I worked a lot less this January yet we made over a million dollars this January as opposed to $300,000 last. What was the big difference?

Again, it was first off, really identifying and spending time figuring out who is my dream customer, what do they look like, what do they want, what are their desires. Then after I knew who that person was, I didn't mean just know them, “Oh, I want males from 13 to 26,” that wasn't how I knew them.

It was I got to know them at a personal level. Who are they? What do they really want? Then after I knew that and I had a really good understanding of who my dream clients were, then we came back and figured out what's the bait we can create that's going to attract that person.

For us, Dot Com Secrets Labs was the bait that attracted the right person. People always say, “Have you made much money on that, Russell?” I'm like, “Yeah, we have. We've made a lot of money.”

I look at our coaching program. Before DCS Labs, it was very small, almost nonexistent. After we launched it, we've added over 100, probably 130, 140 people at our Ignite level, which is $10,000, and I think we're at 36 people now in our $25,000, and we have two people in our $100,000 program.

It's attracted millions of dollars in revenue, but more so, it attracted the right people, people I love working with, people that I give my coaching clients access to Voxer with me, and we Vox back and forth throughout the day. There are people that are just doing things that are so cool. It's so fun to hear what they're doing. It's made my happiness level different.

I've been able to work with clients I love, and because of that, we've made more money, and they've made more money. I just look at for you guys, if one thing that you can think about, I mentioned this on another podcast but it's not thought about or talked about enough but it's really spending that time to figure out who your dream client is, and creating bait that's going to attract them.

One of my students has a webinar right now. He's been doing really well with it but he's attracting business opportunity people. He's like, “Do I need to change the whole thing?” I'm like, “No, you just got to change how you pitch the front. Change the bait on the front that will attract a different person.”

The product will still help either person but if you change the bait, you change the messaging on the front, you'll get different people in. That's just something to think about. All you guys out there marketing and selling things, you're trying to make things better and easier, and I can't tell you enough that the biggest change for me in our company over the last year has been that.

I hope that helps a little bit. I'm here to get my haircut now. I'm ready to rock and roll. My big three takeaways I think from today, number one is you need to learn more by watching the process. Again, when you guys buy my book, watch the process and see what I'm doing, not just what I'm saying. Follow the process.

Number two is funnel hacking. First off, everyone needs to start saying funnel hacking. In fact, if you guys are going to Traffic Conversion Summit, we're giving away t-shirts that say #funnelhacker on the front, and the back has a big Click Funnels logo and says, “Powered by Click Funnels.” It's super cool, all grungy looking and awesome.

We're trying to get everyone to become a funnel hacker. Funnel hacking is cool. Become a funnel hacker. Go watch the webinar if you missed it. Come to the live event when we do announce it here in the next couple of weeks, and become a funnel hacker.

Then what was the last thing? The last thing was spend more time identifying your dream client and building bait that gets them. I hope that helps you guys. I'm ready to rock and roll, go get my haircut, and then tomorrow, making some videos for some new bait to get some new people in, and it's going to be fun.

I appreciate you guys listening in. We will talk to you guys all again very, very soon.