Despite three years of me sharing every secret, they did all the things that I already explained were wrong.

On this episode Russell talks about a competing software company that didn’t follow the blueprint that Russell has already laid out and why that is so mind blowing for him. Here are some of the fun things you will hear in today’s episode:

  • Why Russell is reaping the benefits of a competing software company that is no longer willing to learn.
  • Why it’s so frustrating when friends of Russell want his help but refuse to read his books as a blueprint.
  • And why you should never expect Russell to keep a secret.

So listen here to find out how if you pay attention you can easily follow the blueprint Russell has made and be successful with your business.


What’s up everybody? This is Russell Brunson, welcome to the Marketing Secrets podcast. I’m sorry, I had to jump in while I’m driving, I apologize. But check it out, my buddy made me a bunch of homemade pizzas and some Chrystal root beer and I’m  heading back to go have dinner with my kids and I just had something on my brain and I had to stop and give you guys some marketing Secrets.

Alright everybody, this marketing secret, I don’t even know, it’s a mini rant, it’s not a mini rant, but I feel bad for people who stop learning. If you stop learning….I’m trying to tell you guys a story without telling on the people who are missing everything. So I’m building Clickfunnels, and as I’m building Clickfunnels I’m looking around and I’m like, okay, who out there is doing what I want to do?

So I find those people, I look at what they’re doing, I study them, I funnel hack them, I look deep, I geek out, I buy their books, I listen to their podcast, go to their events, buy everything that they’ve got, I’m hooked to every possible communication channel they have so as things are going out I’m watching, studying, learning, growing, tweaking, adjusting based on that. And I’m watching it over and over and over again. And not just people, direct competitors with me, but people that are selling SAAS, I’m a SAAS software company owner, and I’m also a book selling person, and I’m doing webinars and courses, so anybody’s who’s doing any variation of that, I’m connected to all of these things.

So I am constantly, my all seeing eye is watching what every single person is doing. And I’m learning, and I’m learning, and trying and tweaking. Then also as I’m learning I’m testing it inside my inner circle and inside Two Comma Club X program, and I’m testing it on all these other people because I see how they’re doing, I’m going to try and see if it works, and then I want to test this stuff on other people, other businesses, and other industries to see if it also works there as well.

And then they’re all going out and doing it and they’re finding out their tweaks and they’re coming back to me like, “Oh Russell, I made this tweak, and this change.” And I’m like, oh, I’m learning stuff. And it’s this constant circle of learning.

So I have some really close friends, and this isn’t one specific thing, I’m thinking of two different people right now, who’ve been in this game for a long time, as long as me, if not longer. And it’s not just one person, they’re groups of people. So the first group of people, they have been, they’re amazing marketers, I’ve learned so much from them, so much, so much. But in the last three or four years they took their foot of the brake or something, or off the gas, I don’t know. And then they went and they’re trying to launch a competing software company, which is totally cool, I love competition more than anybody.

So I’m fareaking out because for the last three years I’ve published every single thought we’ve had about how we’ve grown Clickfunnels from zero to a hundred million dollars, how we’re at 62,000 active customers, how we did it. I’m not very good at keeping secrets. Somebody asked me the other day, “Russell, can you keep a secret?” I’m like, “No. I’m the worst secret keeper ever. Every brain fart I get turns into a podcast.” Like right now, every idea that’s a secret, I right into a book, I’ve got like 8 books that are all something secrets, I won’t keep a secret. Honestly, if you tell me something it will be on a podcast eventually. So just don’t tell me something that’s secret.

So everything is out there, so I’m kind of nervous, oh man, these guys that are amazing marketers already are going to come out and compete with me, and I don’t know, you would have thought that over the last three years they would have listened to me as I laid the blueprint for everything that we did and then they would have modeled it. But instead they didn’t do any of it. Basic stuff, basic stuff that of you guys that listen to the podcast is like common sense. You’d be like, “Oh, duh.”

Like the difference between an improvement offer versus new opportunity. They missed that. That was the biggest thing. As soon as it came out I was like, this is like Expert Secrets, 30 pages in. If you’d read my book, you would have known that the way you structured the entire offer and the company was wrong. But they missed it.

And I even commented to one of them, “Hey, by the way, thanks for doing it wrong.” And they’re like, “What are you talking about? We thought the offer was awesome.” The offer was good, but it was an improvement offer, therefore Clickfunnels beats you once again. I don’t, I don’t….it’s just weird.

And then another one of my friends, is, just the same thing. These things that are basic common knowledge now amongst all our people, that we’ve discovered and unearthed and then preached about for three years. The reason why I’m looking at our Two Comma Club members that are just pounding out offers and cranking it and just growing a company. I’m looking at our Two Comma Club X people, all these people that are scaling and growing and building these amazing companies, and it’s because they’re just paying attention to the stuff that we’re laying down and then they’re following it, whereas people that are competing against me thankfully aren’t paying attention. It blows my mind.

I listen to a lot of podcasts too, especially ones that are deep in the software industry. Because I’m watching them, what are all the software people doing? And it’s funny because when I first got started I was learning a bunch of stuff, and now it’s like this weird thing where it’s like our company has scaled so far past almost any SAAS I can find out there. Sales Force is like the last one that I’m intimately studying, because there’s no one else that’s at the pace that we are. As you grow it gets more and more difficult to find the new ideas and things like that. But Sales force is one that I’m geeking out now, because they’re the ones that are like ten steps ahead of me.

But it’s interesting because I’m listening to all these, and a couple of interviewers always ask, “What CEO’s are you studying?” and they’re studying…..anyway, it blows my mind that nobody is paying attention. So I just want to say for you guys who are paying attention, congratulations, you are ahead of people who have been doing this game for a decade or more, because they’re not paying attention.

There comes a time in people’s lives where they feel like they’ve learned too much, or they’ve, like I had one of my close friends who messaged me the other day like, “Hey, you’re killing it. Can I come to your office and just spend two or three days shadowing you. I will just watch, I don’t have to do anything.” I was like, “Have you read my books yet?” and they’re like, “No.” I’m like, “Okay, read both the books first and then call me back and let you do that.” Crickets.

I’m like, are you kidding me. Those weren’t just crappy little books I wrote. That literally is the blueprint for everything. So for those of you guys who are paying attention, thank you. I appreciate you, it gives me a reason why I share all this kind of craziness. And for those who aren’t listening, thank you because it’s the reason why I’m kicking your butts. That was kind of rude huh. But it’s true, I don’t know what else to do.

This is funnel hacking 101. This is how we grow and I’m watching everything and implementing and reiterating, over and over and over again. And it blows my mind that people, especially if you’re competing directly with me, why would you not do that. I don’t even understand.

There’s another guy who, again I’m not going to share with people, I bet there’s like 8 people who think, “Oh my gosh, he’s talking about me.” Maybe I’m talking about you, maybe I’m not. But what’s interesting, I guarantee there’s a bunch of, well there’s another guy who runs a software company, so there could be like 20 of you, but the same type of thing. They’ll know who they are if I tell this story, so I’m not going to tell this story.

But anyway, it’s all there in plain sight, or we’ve got coaching programs where I share it all and it blows my mind what some people won’t pay for what will give them everything they need. It’s just crazy. Anyway, I appreciate you guys for listening and go funnel hack people. Funnel hack me if you’re in my business, funnel hack me. Pay attention because the pathway is there, people have laid it out before you, you don’t have to reinvent the wheel. Just look for it and understand it, pay attention.

So I gotta go, thanks for hanging out you guys, talk to you soon. Bye.