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: July, 2015
Jul 31, 2015

All the cool stuff you’re going to get inside of Clickfunnels because of this month’s hack-a-thon.

On today’s episode Russell talks with a special guest, Steven Asketsos, who is here all the way from Australia for the hack-a-thon.

Here are a few fun things you’ll here in this episode:

  • What kinds of things are happening with the hack-a-thon.
  • And some cool things that have changed with Clickfunnels.

So listen below to find out how Steven feels about the hack-a-thon and the Clickfunnels changes.


Russell Brunson: Hey everyone, this is Russell Brunson.

Steven Asketsos: And this is Steven Asketsos.

Russell: And we are here in an exciting Marketing in Your Car.

Russell: Hey everyone, so we have been in the middle of a hack-a-thon as you guys know. I’ve done some podcasts on the way home. I’m here today because one of our newest additions to Click Funnels, we flew him here from Australia and he’s been hanging out for his first hack-a-thon.

I want to get in his own words what it’s been like to be on the inside. Do you want to tell everyone what it’s been like?

Steven: Yes, it’s been pretty crazy. I flew up 32 hours to meet these guys and I don’t know what I was getting myself into but I got here in the end I think with four different airplane flights, went through five airports but I got here at midnight.

First day was awesome. We’re just smashing our work. Russell introduced me to the team. I met Dillon, Winter, Todd, Ryan - absolutely awesome team, finally get to see how Click Funnels has been so successful.

It’s been awesome to work with everyone, and we’ve been smashing it. We’ve been hustling it out till four AM every night and really putting the hard hours in. I think you guys are going to be really pumped to see what’s going to come out in the next few weeks. We got some really cool things planned.

Russell: Awesome. Talk about day two, what happened because we had a special guest come hang out with us.

Steven: Yes, that’s right. On day two, we had Mr. Neil Patell join us. I’m sure you guys are familiar with Neil with KISSmetrics and Crazy Egg, and Hello Bar, and I think there are a few other companies he’s founded with Quick Sprout and whatnot but oh gosh, I don’t know where we’re going.

Russell: We’re off-roading it.

Steven: Off-roading in a new car - only Russell would do this. Anyway, Neil came down and he shared some epic, epic takeaways with us from what he’s doing in his own companies, how we can grow our company. Yes, he’s been killing it on the content marketing side.

He just dropped absolutely golden nuggets. Hopefully you guys are going to see the awesome blog posts come and see some of the value that’s going to come onto the blog side of things as well.

Russell: Yes, it’s going to be awesome. Steven joined the team to help us with all the content stuff so we thought we should hire the man Neil Patel to come in and coach us on that so that we could do it right. It was good.

I think we were going in a good direction but he helped steer us, “This is the perfect way to do it.” It’s been fun to see what you’re able to do with this as your baby in the company now, some exciting stuff. The last five minutes before we just jumped in the car, basically Dillon got excited and wanted to launch everything he’s been working on for the last year, all in one month.

We filmed a video. You guys will probably see it on Facebook or through email or somewhere. We are basically launching pretty much everything, all the rest of the stuff in August. That means first off, there’s a brand new UI that’s amazing.

It looks like a whole new company. It’s simpler. It’s stripped out, all this kind of stuff. It’s awesome, a new homepage, the new site which I spent the whole week building which I think I’m proud of it.

Steven:  Yes, it’s pretty good.

Russell: I’m not going to lie. That’s kind of cool. Then we’ve got Backpack is going live so everyone will have the affiliate program inside their accounts here in August. The dream car contest is going live so you can win the Corvette I’m driving in or whatever car you want.

Actionetics which I thought was going to be another two months before it’s coming out is now happening this month, and we got accounts yesterday. It’s nuts.

Steven: It’s crazy. People are going to be blown away.

Russell: Yes, I feel bad for every other auto responder company on planet earth literally. Yes, it’s amazing. Imagine editing emails in the Click Funnels email editor.

Steven: Oh, I’ve never seen anything like it. It’s actually like - I don’t want to swear but it is absolutely amazing. To do something so easily, I personally was telling Russell this earlier, about half an hour ago. I hate emails.

I hate making them, I hate sending them but as soon as I logged into this, it was pretty amazing. It felt like I was at home. It felt like I was finally able to just dive deep in and everything was just done for me the way I like it.

I think you can’t get much better than that. I think you guys are going to have a lot of fun creating emails, the same way that when you first jumped into Click Funnels and you started playing around with funnels, and you were just locked in there for three hours and you didn’t come out of your bedroom or you didn’t see your kids, or you didn’t see your wife and you got yelled at, you would be the same with your email editor.

It’s going to be a rollercoaster ride. I can’t wait to see it come out.

Russell: Anyway, you guys are going to love it. We just wanted to give you a quick update because the end of the hack-a-thon is here. It’s like two or three or four in the morning, dropping Steven off at the hotel and just wanted to say hey to everybody.

He has been listening to Marketing in Your Car since day one, and now he’s on officially Marketing in Your Car which is exciting. So I appreciate you guys, thanks for listening. Thank you for being here.

Steven: Thank you for listening guys and it’s been awesome, thanks Russell.

Russell: All right, we’ll talk to you guys soon.


Jul 29, 2015

My afterthoughts from our “consult day” with the LEGENDARY Neil Patel…

On this second part episode Russell talks about working with Neil Patel and what some of the cool things he got from him are.

Here are some interesting you’ll hear in this episode:

  • What the biggest internal benefit of working with Neil is.
  • What the biggest external benefit of working with Neil is.
  • And find out what the differences are between how Russell does things, and how Neil does things and why both ways are awesome.

So listen below to hear some of the cool things Russell got from Neil Patel to help him see his business through a new and different lens.


Hey everyone! This is Russell, and welcome to Neil Patel Part Two of Marketing In Your Car.

Hey everyone! So I just finished our one-day consult with Neil, and it was pretty awesome. So we had a good time, and it’s kind of reconfirmed to me the power in what we kind of talked about in yesterday’s podcast. So if you haven’t listened to that one, yeah, pause this one, go back to that one, and then come back.

So I was talking about, you know, how to compress like a decade worth of experience into a day, and hiring people who are amazing, and paying them to have them come and do that with you in your company and get a new set of eyes on what you’re doing. So we had Neil come out today, and I suppose you don’t know Neil Patel.

You can go see Google and he’s all over the place, but it’s been interesting because one of the big jokes was like everything that we do to grow a company, everything he does is completely opposite. And they’re both really, really good, but both of us focus on one and not the other.

So I had a chance today just to pick his brain on what he’s doing and how he’s doing it, and really figuring out how we could take those concepts and build them into a system of what we’re doing, and hopefully use that to dramatically grow and increase all of our revenues and everything.

And so it was exciting, and it was fun to see. Not that it’s simple, because it’s not, but just to see simplicity of like, “This is what I actually do day by day, like, this is the process, this is how I do it, this is why I do it, this is…” and showing us that and like, “Wow, that’s doable!”

Like I can actually do that. It’s not that difficult, and so anyway, it was exciting and it was cool from that standpoint. So that’s kind of like the core benefit, right? That’s like the main reason why I wanted to do it, but there’s a lot of like really cool external benefits that come from experiencing this as well.

And it’s funny, I look at some of the companies that hired us and me to come out and do more one-on-one consulting stuff, and I haven’t done a ton of them, but the ones I’ve done, I have noticed similar things.

Like one of them is, is you build a really solid relationship with that person, it’s like I feel like Neil and I and our team are like, we’re close friends now, which is kind of cool. Where there are things that we’ve kind of figured out from being here that I’m going to help him with in his company.

He’s going to be helping us with ours, and now it’s kind of like this really cool mutual ability to work together, which wouldn’t have been there. Or at least, it wasn’t there before. I mean, not that we couldn’t have done it through other methods or other means, but it’s kind of like what I mentioned.

You know the whole concept of either working your way in or buying your way in, and it really speeds up the process if you go and buy your way in a lot of times, right? So that was like one thing that was really cool, we got from everything.

It is that, another cool thing is, everyone’s got different connections. There are all sorts of connections and he asked the people that we don’t, and so he was making introductions and connecting us to all these different people and resources we need to get where we needed to go, which was really cool.

He also like he took it like, my goals and my focus for our company, versus like what Neil’s -- they’re very different, like paths where we’re trying to go, and there’s definitely pros and cons of each of them, but he was able to kind of help me and us see why he’s doing what he’s doing, and the value that we can get from looking at that and modeling it.

You know, we may not have the same end goal, but looking at what he looks like, for example, what’s interesting with ourselves, our company, what we’re focusing on is revenue, right? Like how much money can we pull out and put in the bank? But that’s what we look at, but his goal is the opposite.

He’s trying to get mass user base and then sell for a huge multiple down the road, like that’s kind of his angle, what he’s trying to do on his, and so his goal is less, like “I don’t really want or need profit, I just need more customers and more customers and more customers.”

And that’s the side that he’s really focusing on hard, and so it’s kind of interesting because you see, you know, you see those two different variations and it’s like, well, how can we do what we’re doing to stay profitable and then but also add what he’s doing just to amass the user, you know, increase the user?

Like how can we do it profitably? And anyway, it just gives you a whole different perspective on how to look at your business and what you’re doing, and all those kinds of things, which is fun. So I really enjoyed that.

What else was cool? A lot of cool things… Oh, the other cool thing, which was kind of interesting, like seeing how he and the really successful software companies are…

You know, like their actual funnel, how do they generate traffic virtually, upsell the lead, like the whole process and path, and looking at different steps, I think, in that funnel that I haven’t really -- or we in our team haven’t really focused that closely on.

One of the big things he said is like, “You guys have more traffic than you need. You just need to fill a couple of these holes.” Which is funny because like that’s almost word for word what I would have told someone. I was consulting, but because it’s my own business like I didn’t see that.

Like we’re trying to focus on jamming more people in, as opposed to filling holes at the same time, and it’s just fun having a new set of eyes and looking at conversion points and what we’re doing, what we’re doing right, what we’re doing wrong.

And in fact, we set up a bunch of split tests while we were there, and it’s going to be fun to see kind of what the winners end up being, next day or so.

Anyway, it was really, really cool to get a new perspective, meet a cool person and look at our company, our business, our future through a different set of eyes, through different lenses. I think it’s something that was really valuable for me and for our team, which should be valuable for you guys as well.

So not saying you need hire Neil or me or anyone, but I would say look at your company, look at your business, look at your life. It might be a relationship, it might be weight loss, it might be whatever it is, but you can go and spend the next 10 years trying to get to where you’re trying to get to, or you can find someone who’s gone that path.

Find out what it costs for a day of their time, hire them, fly them out, and just get them to look at what you’re doing, and I promise you will shave off years and years of time by kind of making those little tweaks.

That’s kind of, I guess on my side, just some of my advice and some of my thoughts after going through that process today, and it was really, really cool.

So I’m heading home now to go play with the kids, going to go jump in the pool and have a good time, and then I’m probably going to head back in a little later tonight.

We’ve got, I think I told you guys yesterday, our whole team is here for a Hack-A-Thon, and so we are working our butts off, and it’s been really, really fun, and so they’re there at the office. They’re working right now, and I’m going to go play with the kids for a bit, and then head back in and…

Man, I totally almost got in a wreck right there. If you wondered why I was like speaking slow for a second, it’s because this new car, the Corvette that I’m driving -- which is the car given away for our Dream Car Contest -- it’s a stick shift and I’m getting used to driving a stick again, and so I’ve got my phone.

When I’m recording this on my left hand, I’m trying to shift and steer with my right hand, and I totally just almost… Anyway, it would have been awesome, but we survived it. You and I, we’re all here together.

All right, guys. Anyway, I don’t know where I’m at, but I will leave you with that for today. I hope you guys are having an amazing time, learning a lot of stuff and growing your companies, and with that, I will say goodbye.

We’ll talk to you guys soon. Thanks, everyone!

Jul 28, 2015

My thoughts the night before I have a chance to pick Neil Patel’s brain for an entire day.

On this episode Russell talks about how he hired Neil Patel to help him see his business through a different lens. He also talks about why hiring him for a day will make it way more likely to implement his ideas.

Here are some cool things to listen for in this episode:

  • Find out how much it cost to hire Neil Patel for a day.
  • Hear why it was worth it to pay Neil for his expertise than to spend years learning the concept.
  • Why this meeting with Neil will hopefully change the trajectory of Russell’s business.

So listen below to hear why hiring an expert for a day is better than spending years trying to obtain the same knowledge on your own.


Hey everyone! This is Russell Brunson. I want to welcome you to Marketing In Your Car!

Everyone, so I am heading home from the office today. We had a good time. The hack-a-thon officially begun. We’ve got all of our developers and partners and friends here in Boise, and we are going crazy this week getting some new big, fun things rolled out in ClickFunnels, which is going to be exciting. You guys will see some new UI tweaks this week coming out. You’re going to see, hopefully next week we’ll be launching Backpack to the world, and I can start using Actionetics tomorrow.

So a lot of fun stuff is happening there and things that you guys are going to love, so good stuff’s happening there, and I want to talk to you about something, though, that I am excited for.

So tomorrow Neil Patel from and from and from what other sites does he own? From and and a whole bunch of other ones.

Anyway, we hired Neil to come and do a one-day consult with us, which is kind of exciting. He’s going to come and tomorrow we are going to lock down and just pick his brain for as much as we can and get some good ideas from a conversion standpoint on our site, from marketing, from trying to figure out how to implement his content strategy to a bunch of other things.

And I wanted to tell you guys that for a couple of reasons. One is I’m exited, and number two is that what we are doing is we are shortcutting.

We’ve a program that I called Decade In A Day, and I got that name from Tony Robbins, who talked about why he loves books.

He says, you know, you’ll take an author. He spends a decade of his life learning a concept, and you have a chance to go, and in a day, read and get a compressed version of all that and instantly get a decade worth of information in a day.

And so, we created a program called Decade In A Day, which has been a really fun process, but I’m kind of doing that right now with Neil. You know, I’ve studied his stuff. I’ve looked at his thing, trying to figure out what he’s doing, trying to reverse engineer, and we were adding things into what we’re doing, but we just haven’t done it 100 percent.

I mean, probably not even 90, not even 10 percent, and I think the big part of it is just, you know, one is there’s still like these little unknowns or exactly how little pieces of what he does works.

But then, there’s also like there’s something about that financial investment, so we paid Neil $25,000 for the day. We flew him out and everything to beautiful Boise, Idaho, and now we’ve got 25-grand on the line, like now we are way more like they actually implement it.

In fact, after we basically agreed to pay him, then I was like, “Well, what do we need to make this happen? Will we need somebody to be in charge of the blog and the content and all these kinds of things?’

So we hired a new person on our team to focus on that, and we started doing a bunch of other things to get ready for this experience now that it’s happening tomorrow.

And now that it’s happening, he’s flying out here, and in a day we’re going to compress a decade worth of his information. Ideas and thoughts into our company into ClickFunnels and then from there we’ll see how fast we can implement it.

But now that we’ve made that financial investment, now we’ve got the people and the resources and things in place to be able to implement it. Now we’re actually going to run with it. Whereas, again, I’ve been reading Neil’s stuff for three or four years and honestly haven’t implemented much of it.

And part of it is because we haven’t put a big enough investment in, and part of it is just it’s always fun to have this processer. This thing where someone comes and you kind of get a brain dump and then you have the fuel you need to run forward.

So that’s what’s happening tomorrow and I think it’s cool, and I just wanted to kind of talk to you guys about it for a couple reasons: One is two weeks ago I had somebody that, with me, they read the DotCom Secrets book and then they said, “Hey Russell…”

It actually his name is Tim Schmidt. The guy’s awesome like probably one of the coolest people I think I’ve ever met in my life. And he called us up and said, “Russell, I want you to come and train my staff for two days and pay this $100,000 to come and do it.

And it was the same kind of concept where he basically wanted to compress a decade of my time into two days and jam it into his staff and give them all this -- everything we’ve been doing -- and giving it a very focused, finite period of time.

But now, he’s got 20 or so of his team members, all on the same page, all speaking the same language, all running the same direction. And you know, for me, I thought, if someone like Tim is going to do that for me, like I need to be willing to do that for me and my company and for what we’re doing.

And so Neil was kind of the first person we did that with, and we’re going to, I think, continue to do this where we find people like where are we struggling and where are we weak. Or where do we want to go? Who’s already been there, and then try to spend the next two or three years running there.

Like let’s hire that person and bring him in for a day, or for two days or whatever it is. Let’s get the information out of their brain, implement it into our company, and run with it and see how much faster that we can make these huge leaps and bounds in our company.

I think I’ve shared this story once on a podcast. It could have been two or three years ago. I have no idea now, so for those of you guys who are just getting into Marketing In Your Car, you should go back through and listen to all the old ones so you can find the story because it was really good.

But there was a guy when I first got started in this business. I remember I went to Armand’s Big Seminar, and I met this guy and he was telling me about all these different seminars and mastermind groups and all these things he was going to, and then when he was at the event he signed up and he signed up for like all these people’s back and packaged them.

Like “Dude, how do have so much money? Like I would love to do all these things, but I can't afford, you know, 10-grand here, 20-grand here, 5-grand here, and I’m like how in the world did you do this?”

And he said, “Oh, well, I got a little list of people, and everyone on my list they want to learn this stuff.” And he said, “In my experience there’s two ways to get to the top.”

He said, “You can work your way in, or you can buy your way in. You know, I’m a big believer in just buying my way in.” He’s like “I don’t want to go and work for the next five years to try to learn what Armand knows and this guy knows and this guy knows.

He says I just want to buy my way in and buy myself into the top. And he said, “But I didn’t have any money for that, so I went to my little list and I kind of explained to them my concept and my process and how I like to buy my way in.”

And I told them, “Here’s the mastermind groups and events I’m going to go to. Obviously, you guys all can't go, too, because it’s really, really expensive. But if everyone will throw in some money, I’ll then go attend all these and then bring back the information and share with you guys what I learned.”

Again, I can't remember the numbers. It’s been like almost 12 years ago that I met this guy, but he told me, I believe, at that time, he said he had 14 people paying $10,000 for him to go join all these mastermind groups.

So he got $140,000 in cash and he went to join all these groups, learn as much as he could, and he came back to this group that paid him $10,000 each and just shared with them what he learned from all these other groups.

And I was like, first off, that’s brilliant. Second off, like that’s I think something that too much of us don’t do is, you know, again you can work your way in and spend years trying to get to a certain spot, or find who’s already there and just pay them to get you to that spot really, really quickly.

So I’m excited! Like I said, I had a great time with Tim and his company doing that and giving them two days of my life to hopefully help change the trajectory of their business.

I’m excited tomorrow to have Neil come, and hopefully, change the trajectory of our business and help us get the things done that we’re not doing that we want to be doing -- and excited in the future to see who our next person we will hire, to kind of bring out and go through this experience and this process within.

It’s pretty cool and exciting, so for you guys think about that: It’s time to find who is where you want to be and pay them some money to get a compressed day with them and get there quick.

So hope that helps! That’s about it. It’s my wife’s birthday today. I’m heading home to take her out on a hot date and I’m excited. So that is what I am doing, and I am out of here.

I will talk to you guys all again another day.

Thanks everyone!

Jul 28, 2015

My big “ah-ha” from my vacation so far…

On today’s special vacation episode Russell talks about a cool tool that will help tell you exactly what your customers want.

Here are some interesting things you will hear in this episode:

  • Find out what tool Russell found that will tell you exactly what your customer wants.
  • Hear why Russell took so long before he has implemented this tool.
  • And hear Russell explain why this one super simple tool is so effective.

So listen below to hear about this simple tool that Russell is excited to put some effort into.


Hey everyone! This is Russell Brunson and welcome to a vacation Marketing In Your Car.

Hey everyone, so I am actually on down my vacation right now. In fact, if my wife knew I was leaving you guys a message, I’ll probably be in big trouble, but it is what it is.

And you probably won’t get this for like a week or so, because my brother, who does upload these with me as well -- he’s partying it up -- and I’m guessing that, yeah, I’m guessing this will happen when we all get back in town.

But I wanted to share some stuff with you guys I’ve been thinking about for my own company and some just really fun things. So it’s been interesting.

Obviously you guys all know my whole philosophy with funnel hacking and like looking at what’s working and modeling and all those kinds of things, right?

And so it’s been interesting watching as like some people we work with like their businesses are super easy, and we’re just like boom-boom-boom, money starts coming, and starts flowing in, right?

Other ones are more difficult, and so there’s a couple of people we’re working with. They’ve been a little more… taken a little longer to like get traction and get things working and so it’s caused me to really start digging deeper, which is good.

It always, it’s like the episode we did if you have someone’s back about the rubber band, right? Like if you’re not stretching, you’re useless, and if you, yeah.

So that’s kind of where it’s been happening, is I had to stretch myself and try to figure out, like how do we expand this and how do we -- some of these people who aren’t having success for whatever reason -- what do we do?

And so it’s been kind of interesting. I’ve been looking a lot, and unfortunately on this, for some reason I’ve been looking but not doing, which is never a good thing. But I’ve been looking a lot at surveys.

In fact, I think the first time I really realized the power of what surveys were doing was about a year and a half ago in our mastermind group. There was a guy named Glenn Ledwell and he was showing me, he was showing the group a bunch of his sales funnels.

And what he found was that by adding these little surveys before a sales funnel, like instantly it would double his sales. And that sounds like a dumb thing, but it was true. Like he had a VSL and then he drove traffic to it and then he added this little quiz thing and doubled how much money he was making, just by adding this little like quiz.

And then he’d show me thing after thing after thing, and then anyway I was just like “Wow!” So I started learning about it then and got excited, but then I never implemented it.

In fact, I even recorded a whole bunch of videos and all these things to do it and I feel like I kind of overdid what I was trying to do is because that I never actually launched it, but yeah. So it kind of had a sample where I kind of tested it, right? Or started building it but I never finished it because it got too complicated, too complex.

Then fast forward about six or eight months later, I got an email from Ben Settle, Andre Chaperon, Ryan Levesque and Jack Born talking about a mastermind group that they were doing called The Ocean’s Four Mastermind. And I was like, “That’s cool. I’ll go to that.”

So I went to it and it was on Valentine’s Day last year and my wife wanted to destroy me for not being here for Valentine’s Day, but you know in marketing college, you got to be there.

So I went to hang out with these guys in Vegas and it was interesting because I knew, I was very familiar with three of the guys but I didn’t know Ryan Levesque at the time, and he kind of, like in all honesty if you’re in the mastermind, he kind of ran the whole thing.

Like the other guys are there to kind of put in their two cents, but Ryan was definitely the host, the facilitator, and he was dropping bombs of gold the whole time, and he kept talking about some of his clients that he was using these surveys for.

And a couple of them that I remember off the top of my head, I know there’s more, but one was and one was

And he started talking about his surveys and what they had done with the surveys and how much revenue and how much increased leads and just the whole thing, and I was like, “Dang!”

And so I kind of looked into those things back then. I was like, “Okay, I’m going to do surveys,” and then of course I once again didn’t for whatever reasons, right? As entrepreneurs, we’re having success in a couple of areas so we just keep doing that.

And despite the fact that I’m usually pretty good running with things, I just didn’t for whatever reason. And yeah, and so then just recently over the last two or three, one of my clients has been kind of struggling and sort of funnel hacking some people.

And what we found is that the people in his market that were winning were using, I think they were actually clients of Ryan Levesque’s, and we’re using all-survey funnels to try to look in closer at that, and I started going through them and started really seeing the power of it.

And I knew that Ryan had written a book called “Ask” which is about like doing these surveys, and so I bought the book and I’ve actually been reading it for the last day on the trip, so kind of just catching up.

The book, if you guys do get the book, it takes about a hundred pages to get into the whole methodology. He spends the first hundred telling his whole story and it’s a good story, but it takes awhile to get into like what you got the book for, you know?

So I kind of get that part right now, and so anyway, but it’s been interesting to see that. But one of the big like “Aha’s” I had, well, lets step back for one more thing.

Right before I left on this trip I saw some Facebook posts from someone that was like the ten best landing pages of the year, and one of the landing pages I saw and I was like, “Ah, it looks so cool!”

And so I wanted to go to FunnelHacker, so I went to the page and I went and had a search, because they didn’t give the URL of this, it had an image of. So I had a search a bunch of keywords that were on the image, so I found the page and then I went through there.

And again they had a survey funnel. It was really cool and there was like one that was awesome looking. It had the little images next to each thing you were selecting and it was just amazing.

So anyways, that’s kind of like all these, like a perfect storm of like three things happening the week before I left for my vacation. I’m like “Okay, this week I’m going to be focusing on surveys.” When I get back, we’re going to finally just do it, because I’ve been procrastinating it forever. Now it’s time.

And so as I’ve been reading through Ryan’s book and then thinking about this and all this stuff, I started to just getting like crazy excited about the possibilities of it.

One of the things that Ryan talked about in the book -- I think it was even on the cover of the book maybe -- but he was talking about delivering the exact sales message to the person coming to your website, the exact message they need to hear, right?

The exact thing that’s going to sell them, and basically the concepts, when it comes into the survey and you have five or six questions in the survey, they give you the ability to figure out who they are, right?

Question one could be: “Are you a man or a woman?”

Number two: “Are you underweight, overweight, 200 lbs overweight, whatever,” right? If you add that and then, “What diets have you tried in the past?”

If you got that, I’m like, you know, you go through a bunch of surveys and at the end of it, you know like, okay, based on whatever, this is the person. That they are a man who is 47, he’s struggling with this, you know?

And now that you know that, the sales video can speak directly to what their issue is as opposed to being more, you know typically sales videos you have to be broader because you’re trying to like encompass everybody, where here you can really shrink it down.

It’s similar to what you can do on a sales call, you know, and so in a sales call you’re talking to somebody, you can figure out really quick like what’s important to them and then you just speak to that, and this kind of gives you the same ability to do that.

So anyway, it’s exciting and so, what I did right before I left is I funnel hacked funnel, and I went into their Quiz Funnel. So I went through an opt-in five or six times with different answers, different things to see, and sure enough there’s different videos.

I think that, based on what I think -- I could be wrong -- but I think there’s nine different sales videos based on what I had chose. Then again that could be 50 for all I know.

But the ones that I was able to get to from my path, I think I figured out about nine of them, and it would be worth it for you guys to go and go funnel hack them just because it’s kind of cool to see the process, right? And it’s just a really simple survey.

That part was actually way less complex than I thought it was going to be. That part was way more simple, but then based on what they had answered, boom! There’s a video at the end that’s delivered to it to speak directly to them.

Plus there’s a whole email follow-up sequence delivered to them, answering, you know, giving them -- the emails are feeding stuff that they had mentioned during the surveys, so you get very granular and you can figure out exactly who and how you’re speaking to somebody.

So anyway, for me it was really, really cool and got me, it’s gotten me really excited. In fact, there’s four or five projects I’m working on, some that are in my core businesses and some that are not, that I’m really excited to kind of test this concept with and just see based on, you know, a couple of my early thoughts.

You know, if like mentioned that some of the results of my friend showed. By putting a survey in front of anything, they were more than doubling conversions on the next step.

I mean, if that’s the case and we add these things from our webinars and our sales videos and our free-plus-shipping offers and all these different things, like if it was to double conversions, which are already pretty dang strong, I can imagine what will come from that.

So it’s definitely worth putting in the effort to explore and to test out. I’m sure that if this does work for me, I will be bragging and talking and sharing a whole bunch of stuff about it with you guys here in the very near future.

Right now I want to try it because I think I see the vision now and I see why it’s no longer like, “I need to try that,” but it’s a “I must try that.” Tony Robbins talks about when you got to change your should’s to must’s. You know, and so I think for me it’s gone from a “should” to definitely a “must,” and so I’m excited to kind of see.

I’m thinking about also kind of building up my own survey software just because like the one that I saw the other day that had the images was amazing and there’s no, I couldn’t find any software that did it that way, so I may make a version similar to that.

I was thinking about if I do do that, I’ll probably just give it to all the DCS labs’ monthly members for free. So I don’t know if I’m going to do it or not, but if I am, then you should go to and get it. Become a member, subscribe, because you get not only all the other cool stuff you get, you also get that software.

If we decide to make it, we may not. Who knows, we will see. If we do, it’ll be something where you can create and embed the stuff and then from there it would go directly into, it would go directly into or embed into your ClickFunnels pages because it’s, I’d only do it if I could do it inside of ClickFunnels.

So anyway, that’s kind of the exciting, fun thing that I’m thinking about that I thought I’d share with you guys and wanted to get you guys to start thinking about as well because I think that it is going to be the future where things are going, is instead of delivering up a one-size-fits-all sales message.

Take that someone through process. Find out exactly who they are, what’s important to them, what they’re struggling with, and then deliver a message based on that.

I think if we can do that, we’re going to get a lot closer to serving our customers to the level that they want, that they need us at, as opposed to us trying to jam down our message and hope that the hot points that we’re focusing on will help them.

So that is my game plan, I’m excited and as I get some cool results, I will return to report back to you guys to hear, and hopefully share some cool stuff.

So that’s it. I’m at the Kauai, about to buy some water and eggs and milk and hopefully all milk, because we don’t drink our own milk, and actually I got a funny story. I’ll tell you that before we go.

So back in the day we used to drink tons of milk, like our kids would drink three gallons twice a week, so I was buying tons of milk, and then at a Tony Robbins event, he talked about how bad milk was for you, and I was like, “Are you kidding me? I thought milk does a body good! I’ve been learning that my whole life.”

Turns out a bunch of good marketers like me wrote a slogan like that and we all believe it! So kind of realizing that milk’s not really the best thing in the world for us, we were trying to break our kids of it, and so one of our first things we did is we started calling it “disgusting milk.”

Like “This is disgusting milk. Do you want almond milk or do you want disgusting milk?” So we had both of them for awhile and then eventually we got them all wanting almond milk instead of disgusting milk, because it sounds disgusting, right?

So it was like probably a year, year and a half later, so my kids had only had almond milk for like over a year and we always were like tease and call it cow milk, disgusting milk. In fact, they still today call it cow milk.

But anyway, this is actually on the same vacation probably three years ago. We were here, and of course, no one else in my family drinks almond milk. They all think that we’re like the hippy freaks who do, right?

And so anyway, we’re here, the family are eating, and my mom is making breakfast for everybody and she’s got, you know, cow milk, and so my kids go over and they’re drinking the cow milk and I see them just drinking a lot of it, right?

Then Beau, one of my twins comes over, and he was probably five or six at the time, he looks at me and he says, “Daddy, I had some disgusting milk and it sure was good!” [Laughter] So anyway, pretty funny.

All right, well I’m into the Kauai to buy some cool stuff, and I appreciate you guys for listening, hope you had an amazing time and I’m sure, hopefully, throughout this trip I’ll send you some more info and my brother will get it all posted up before too long and hopefully you guys can get some value from all this stuff.

So that’s it guys! Thanks so much for everything and we will talk soon.

Jul 7, 2015

The real secret to building an audience…

On this episode Russell talks about the firework war and his injuries. He then talks about some ways you can build a following with your business and how to get to the core of what you really want out of your business.

Here are some interesting things you’ll hear on today’s episode:

  • Hear how the firework war went and what injuries Russell received.
  • Why asking yourself 3 questions of why is important to get to the root of why you are doing what you are doing.
  • Find out how to find out what the subcultures of your business are and how they can help you build a following.

So listen below to find out how to build a following with your business.


Hey everyone this is Russell Brunson. Good news, I survived the firework war. Now we’re back for another Marketing In Your Car.

Hey everyone, so yes good news is that I survived the firework war, bad news is I have a lot of flesh wounds. I ripped my finger off almost, there’s a hole in my arm. One in my forearm, one of my bicep. I have a huge burn on my neck. Other than that I am here, still talking. Actually heading to there now. We are filming a little documentary of us. I am going to do a little interview in front of the set up.

Hopefully in a week or so from now you guys will see a really cool video showing and documenting that whole thing. It’ll be a lot of fun. Today, what I want to talk to you guys about today, today was kind of fun. Not today actually, a couple days ago I was listening to some podcasts and there was on the Tim Fare show that was awesome. It asked the title of it was something like, How Do You Build Your Audience. That was interesting. I wanted to hear what he has to say about that. It was one of his podcasts. It wasn’t a normal podcasts. He was just doing Q&A back and forth.

That was one of the questions. First he talked about, why do you do a podcast? What’s the purpose behind it? He said something kind of interesting, and I had a conversation the other night with one of my friends, BJ Wright about this concept. It said, when you have a goal or want to do something, just ask yourself three why’s. I want to make a million dollars. Why? Because I want to buy my dream house. Why? Because it will make people think I’m awesome. Why? You ask three why’s and suddenly after three or four why’s you get to a point where you are like, I’m already doing what I want to do.

There’s a story, I’ll probably slaughter this story, but it was about a guy, business man who went to this little fishing village. He sees this guy in the river fishing, pulling fish in. He goes to the guy, and says “What are you doing?” The guy says, “I’m pulling fish for my family to eat.” He says, “Why don’t you build a business? Why don’t you hire 10, 20, or 30 people to pull in fish for you, and start shipping out fish and making money?” The fisherman said, “Well, why would I do that?” “Because then you can make lots of money. You can travel the world, and you can do a whole a bunch of things.” Why would I do that?” “Because eventually someday you can sell your business and make tons of money and retire a multi-millionaire.” He said, “Why do I want to do that?” He said, “You can retire to this small fishing village, and spend your day lazy, being in the water fishing.” The guy looks at him, “I’m already doing that. Why do I have to do all those other things?”

It was asking yourself at least three whys to get to the reason behind the reason what you’re doing, which is interesting in and of itself. That was the first thing. Then he started digging deeper. He said, “If you want to build an audience, this is how he did it when he started building The Four Hour Work Week.” The first step in it, I agree completely, figure out what subcultures do you belong to. A lot of times, I am the internet marketing guy. What are the subcultures you belong to in the marketing area? Is it weight loss or marketing or business or dentistry or chiropracting, whatever business it is you’re in? What are the subcultures?

There’s obviously a culture, there’s like the coreness, but what are the subcultures? I was thinking about myself. Obviously I belong in the whole internet marketing subculture. We’re starting to get more and more into the bio-hacking subculture. We’re getting more into different subcultures. Take three or four subcultures that you belong to, that you’re confident, you’re following that things belong to. That’s the first step. The second step is for each subcultures, find the three most popular blogs, three biggest Twitter accounts, three biggest Facebook groups. Find those things…three or so of the core places where the majority of those potential prospects are in for each subculture.

Figure out exactly where those are, you have the nine or twelve places where your audience is. Now, you address the market to those places. You develop strategies to do that. I started thinking about that, how smart that is. How you could really, pretty much any business, any marketing that you want to go into, if you want an audience and want to develop a list, that’s it. One thing he said that was interesting, he said, When we launched The Four Hour Work Week, he said, “People came out everywhere, just because it was the place that everybody was at.”

He didn’t have a big marketing campaign or budget to make these huge waves, and have a whole bunch of presence everywhere because he was in the best spots. Few, when he started thinking about this more, and with my team as well, what subcultures do we belong to? Where are our target audiences and where are they hanging out, what are those things? After we identified, these are the four or five that we can serve. Then you can start digging deeper. Now that we know where those are, where are the three or five influential places that these audiences are at?

The Facebook platform, the Twitter platform, You Tube, what are the big channels, big following, list owners. You start strategic marketing to those people. I thought it was pretty awesome. I recommend and finding that podcast if you can. On Tim’s site, and start following it. That’s basically marketing 101. You guys have heard me talk before in the past, this is an easy way to get that quickly. Hope that helps. I am there. I’m about to get out of the car and fill the voice over for our documentary of firework war version two.

It totally has no purpose other than I think it would be fun. It does have a purpose. Here’s how many that know what that purpose is, because it’s backwards from what makes logical sense. Has 100% to do with the character thing…I’m sharing this people, I’m posting on Facebook. I can’t tell you the kind of messages I’ve been getting, customers, students and friends and family.

It seems like a pointless, strange thing. Russell why are you putting all this effort into making a video on a firework war? Because we’re trying to bring in our target audience into the craziness of my life. If done correctly, then hopefully you guys will want to learn more. That’s the game plan. I hope you guys have fun with your business as well. I will talk to you all soon.

Jul 6, 2015

What I learned about calculated risk after having three people shoot thousands of dollars worth of fireworks at my head…

On this episode Russell talks about the firework war he is driving to. He discusses looking at the worst case scenario and figuring out if something you want to do is worth the risk.

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

  • Some of the injuries that occurred last year and what Russell and the other people in the firework war learned from them.
  • Why looking at the worst case scenario made it clear that a firework war was actually worth the risk.
  • And how you can apply the concept of looking at the worst case scenario to your business.

So listen below to hear why having a war with fireworks is actually a good idea.


Hey, everyone. This is Russell Brunson and welcome to Marketing in Your Car.

All right, guys and gals, tonight is a special night and I am bringing you along on the journey because you are special to me. You guys listen to me every single day, so because of that you get in on a part of my life that most people do not get to know about.

Today as I record this it is the Fourth of July. It is 9:46 P.M. and I am currently heading to our second annual Firework War. Some of you guys may be thinking, “What is a firework war?”

Well, what is a firework war? Imagine the most immature men that you know, people like me and the people I like hanging out with, and imagine that we go to one of our friend’s house who has a huge basketball court. We bring a bunch of pallets, obstacle courses, and a bunch of things, and we play three-on-three fireworks where we are shooting 400 roman candles and thousands of bottle rockets.

We also have the big bottle rockets, like the actual rocket heads. We have mortars; we have firecrackers; we have fountains; we have all sorts of stuff. We have enough stuff that we will be blowing things up for at least an hour, maybe two.

We spent at least double what we spent last year on it and it is insane. My wife is convinced I am going to die; my kids say I am going to die, but I am not going to die. I didn’t die last year. Last year we did have a few casualties. This is what makes me laugh because the guy kind of deserved this.

If you were going to a firework war and you knew the whole point of the game was to shoot fireworks at each other point-blank, not far away, but like point-blank fireworks, you would think you would wear long sleeves and pants, right? But, no, this dude wore short sleeves and shorts. Halfway through the firework war he got hit right in the arm with one of the big bottle rocket things and it totally put him out. It popped a blood vessel or something and it was spewing out blood. Luckily for us, the guy who has the house where we do the firework war, his dad is a doctor, so we had medical supervision on staff during the war. We had it wrapped it up and he was fine.

At first we had these fountains and we thought they were going to be dumb, so we didn’t use them. Then we found out if you light a fountain, they run for five minutes sometimes. We would light them and lob them over to the other guys’ side. One of them landed inside the box of fireworks and started setting off all of these other fireworks.

We were just thrashing these guys and they got so upset that the one guy picked up a mortar. Before we were shooting mortars in the air just for fun, just to kind of scare people and stuff like that. But he picked up a mortar, turned it at us, and shot it, and the kick-back from the mortar came back and smacked him in the collar-bone and actually shattered his collar-bone. He had to head to the ER. After he headed to the ER, we pulled somebody from the audience in and we continued the war. It was awesome!

That is what we are doing right now and it is going to be awesome. I am ten minutes away from it and I am excited. We have been working all week going to get all the fireworks. We mapped it out way better this year than last year. We realized which ones were our favorite kinds of fireworks and which ones were kind of lame. From that we got the right ones which is awesome.

The guys with whom I am playing have spent all day today setting up all of the obstacle courses. In fact, they did it in the middle of the obstacle course where we were kind of fighting. It is not an obstacle course. There are barriers and stuff so that when we are advancing and trying to attack them and they are trying to attack us, we are kind of safe. We have barriers and things we can hide behind.

In the middle of it, he took about $300 worth of fireworks and set them up all around this thing. We bought a bunch of this long fuse and with it we wrapped everything around. At the end for the grand finale, we are going to light that fuse and all lay on the ground and watch as $300 worth of fireworks go “pop-pop-pop-pop!” It is going to be amazing.

Another cool thing he does is to stream music, so we have music happening. There is a bleacher so that friends and family can come to watch. It is pretty intense. This is what is happening tonight and it is crazy.

Somebody has to be thinking, “Russell, why would you go and shoot fireworks at your friends?” like that is the stupidest thing in the world. There is a reason, not that it is a good reason. Hopefully, this will be the little nugget of value I will drop on you guys tonight before I go get fireworks shot at me.

For me it is assessing risk, right? My wife says, “What if you die?” and I say, “I’m not going to die.” Worst-case scenario based on last year is that I shatter my collar-bone. We know that was because of a mortar, so this year I am not shooting mortars at people. Boom! That possibility goes to almost zero, right?

Number two, you might get hit in the arm with something, so I wore long sleeves. I’m smart enough to cover that one, so the risk drops even lower. We have goggles and everything. Worst-case scenario, my hands might get burnt. In fact, I am betting they will get burnt tonight. They just do; that is part of fireworks.

That is the worst-case scenario. I cannot think of anything worse that could happen. For me, it is all about calculated risk. I am looking at something and saying, “What is the calculated risk in this thing?” Best-case scenario, we have an amazing time and it is awesome. Worst-case scenario, I burn my hands. I can deal with that, so it is okay. I can take the risk.

The same thing happens in business. When I get into business, I look at calculated risk. If this thing bombs, what is the worst-case scenario? If it is not that bad, I just do it. A lot of us do not think about what the calculated risks are. We just know there are things that make you nervous or keep you from moving forward and all of that kind of stuff, and you don’t.

However, you want to sit down and say, “What is the actual risk? If I do this and it doesn’t work, what is the worst-case scenario?” After you figure out the worst-case scenario, you have to be okay with it. If you are okay with it, you can run forward.

I did a whole podcast, probably about 100 episodes ago, talking about the worst-case scenario. The title probably was “Worst-case Scenario,” so, if you are interested in how I deal with that and how I use it as a tool to move forward quickly in business and in life and everything I want to accomplish, go back and listen to that podcast.

For tonight, worst-case scenario is that I am going to have an amazing time. We actually do have someone who is coming to film the whole thing, so I will have video footage. He is going to make a war documentary, so he is probably going to post that online somewhere. Make sure you are on my email list and make sure you check it out because it will be amazing.

That’s it, you guys. I am signing off. I am about to go blow someone up and I am excited. I appreciate you guys listening in. Have an awesome Fourth of July. If you are not in America, whatever you are celebrating this weekend, celebrate and have a good time. I will talk to you guys next week when we are back at the office.