After sitting in the blistering heat all day, I’m not sure if this is just a hallucination or a really good idea. Either way, I thought I’d share it with you.

On this episode Russell talks about what he thinks is the fastest way to get to a million dollars in a company. Here are some of the insightful things to look for in today’s episode:

• Why two people Russell knows were able to make a million dollars in a year with just the two of them, with a simple business.
• What people you will need on your team to be able to make a lot of money right out of the gate.
• And why you can’t built something amazing by yourself and you need an amazing team to back you up.

So listen here to find out how two dudes were able to make a million dollars in a year, and what you can learn from them to do the same thing.

---Transcript---

Hey, what’s up everybody? This is Russell Brunson. Welcome to Marketing Secrets podcast. Today I’m just going to give you guys a really, really easy way to get to a million bucks. I hope that’s alright.

Alright so I’m actually in my backyard right now, walking around my little track. And it’s a beautiful night and everything’s amazing except for one thing, there are like a thousand mosquitoes out here and I’m getting eaten alive. But the show must go on.

Anyway, today was awesome. I had a chance to take the day off basically today and go to my kids field day, so I was outside for two and a half hours in the morning with the young kids, spraying them with water, which was really fun. And then I had a quick lunch with my wife and then came back and did two and a half more hours, which was awesome. I’m a little fried and a little sunburned.

And then some of our Two Comma Club X members, are actually legit American Ninja Warriors, so they are here for the event that starts tomorrow, and they took us and our kids to the American Ninja Warrior course, which was insanely cool. So they trained us on it, we got to do all sorts of stuff, the warped wall and all that fun stuff. So anyway, we had a great time tonight.

And now I just got kids to bed, and I am so tired, so beat. But it was a great day. I’m excited to tomorrow get back in and get Mother Funnel close to launched, and also the Two Comma Club event. So a lot of cool stuff happening here which I’m excited for.

But anyway, when I was out there today with thousands of little kids who were trying to kill me, it gives you a lot of time to sit around and think. So I had my headphones in and I was listening to Dan Kennedy and I was listening to, mostly Dan Kennedy, if I’m completely honest, and just thinking. And one thought that started going through my head is I remember this one, I’m not sure if it’s the right word to say, client, person, somebody who I’ve had the chance to work with, and I’m not going to name names. Hopefully this person, or individuals will not know that I’m talking about them.

Because it will be nice on one side because they became millionaires really, really quickly but it was kind of funny on the other side because I wouldn’t say these people, who I’m going to talk about, were super, not the best entrepreneurs. They didn’t know a million ways to drive traffic, or how to write good copy and upsells and downsells, all the stuff that I geek out about that I just love sharing and talking about and thinking about.

I know that a lot of you guys who are in my world have kind of become obsessed with it as well. They weren’t good at those things at all. In fact, the first time I met the person, the first person in this business relationship, was a good sales person. That was it. They worked on sales floors, done a lot of phone sales, stuff like that, never really had a lot of success in their own business but they were good at phone sales. Then later, this person partnered up with somebody that was good at traffic, and what was amazing was, the one person would drive traffic to generate a lead, then this guy who was good on the phone would pick up the phone and call the lead and sell them something.

And he was selling them like 5000-10000 dollar things, and then they fulfilled on it. And they weren’t even very good at fulfillment, if I’m completely honest. But they did, and that was it. It was the most basic, simple business. It was one dude drives the leads, other dude calls the leads on the phone, sells them something, they fulfill on and rinse and repeat. And that was kind of it.

I was thinking about them today, and I was just like, again, they don’t know anything about hook, story, offer, they don’t epiphany bridge, they don’t know the hero’s two journeys, they don’t know breaking false beliefs, all the amazingness that you guys are aware of. But what they did do, they figured out what are the pieces that involved to make this thing turn into cash, and it was really, really simple.

And I think, a lot of times I get deep into the science and art of this game, because I love it and I’m obsessed with it, I think sometimes some of you guys get overwhelmed because you’re trying to do all these amazing million things. I got people right now, who are talking about their future based cause and about the mass movement they’re trying to create, and when I ask them what they are trying to sell, they don’t know the answer to that yet.

I’m like, a lot of these things they’re talking about are the deep levels. Like after you get some of this to work you can go and start digging deeper. But if I was legitimately like, I gotta make money, a lot of money, really, really quickly, what’s the plan? It wouldn’t be so much like, okay let me run an ask campaign and find out what people want and all that kind of stuff. It would be really, really simple. I would look at the skill set I have. And I think to generate cash, and this isn’t including like customer support and all that kind of stuff, and honestly for these, the people I’m talking about before, it was two people for over a year, probably two years or so.

They did everything including the fulfillment of coaching and they did the customer support, everything was just them. So you don’t need to hire all these people, and teams, and staff right out of the gate. You can get to a million bucks with just a handful of people.

So what I look at, who do you actually need? You need somebody that can make it rain. That’s number one. Someone who can make it rain, someone who can get traffic or leads or whatever to your business. That’s number one. Number two, you’ve got to have someone who can sell something. You’ve got to be good at selling. Number three, you gotta be able to fulfill something awesome.

So that’s going to take two and maybe three people. So let’s just say that you’ve got something amazing to fulfill on. You’re like, I’ve got this thing and I’m the best at the world at this thing. And if I could just spend all day coaching and teaching and showing people this thing, man that would be amazing. So if that’s you, there’s only two things you should be doing.

You shouldn’t be learning or studying or any of those kind of things. Two you should be doing, number one, you should be finding somebody who can sell stuff. I would be obsessed with that. I would go to every sales conference, I’d buy every sales product just to find out who are the other people who bought the product. I would be obsessed with trying to figure out who is the sales person. This goes back to an episode I did when I was back at the Genius X event. We did an episode called It’s the Who not the How. So instead of trying to figure out ho wto sell, and learn selling skills and stuff like that, just go find someone who’s amazing that sells. I’d put out ads in the newspapers, I’d call people, find people, just become obsessed with finding someone who’s good at selling. Boom, now I got someone who can sell, then I got this thing that I’m selling that I can fulfill on. So I got a sales person now, boom, that part of the business is taken over.

Now I just need someone who can make it rain. Who is somebody who can bring traffic or leads to me? And I would go and find somebody. It would be an agency, or I’d try to find a partner or whatever. And let’s just say, coming out of the gate you’re just like, “Look, dude who’s a really good sales person, I can’t pay you because I’m broke. But I got this really cool thing. Do you think it’s cool too?” and he’s like, “Yeah, that is really cool.” “Alright, I’m going to give you 30% of the business, you’re just going to sell all day. I’m going to figure out some way to get you leads, you’re going to call those leads, sell them some crap, and then I will fulfill on the crap that you just sold them.”

Boom, then the third thing I’d be doing, all I gotta do now is finding somebody to drive leads. I’d be obsessed with that. I’d go to every conference on lead gen, I’d go to every marketing conference, every sales conference, not trying to learn it, but trying to find out who are the people I can find that I can bring into my team and say, “Look dude, you’re going to be driving leads from Facebook, or pinterest, or instagram or whatever. Look, I can’t pay you, but look I got this crap over here, it’s pretty good. Do you think it’s good?” “yeah, it’s really good.” “Yeah, this sales guy here, he thinks it’s good. He can sell it. Can you drive leads? I’ll have you drive leads, he sells them, I fulfill.”

If I can sell somebody on that, boom, I’m done. I watched these guys who basically did that and flipped it on, year one did over a million bucks. There were two of them, that’s it. One driving leads, one selling the product, they both fulfilled on it together. No customer support, no contractors, no engineers, no nothing. Just boom, that’s it. One little tiny funnel, and the funnel was not good. It was a page that said, “Hey do you want to do this ‘insert big result’. If so fill out this application.” Boom, that was it.

Now let’s just say you’re the kind of person like, “I know how to drive traffic. I’m really, really good at driving traffic.” I’d be like, okay I need to go obsessively find someone who’s got a product that’s super, super awesome who can fulfill on it. I’d go find someone who can fulfill on the product and be like, I need to find someone who could sell this thing like crazy. I would go and try to find somebody who could sell it, and then plug them together and boom, my traffic, someone else selling. Boom, we’ve got fulfillment and now we’re in business and we can get to a million bucks with those three people.

Let’s say you’re a good sales person. I don’t know how to drive traffic, I don’t know how to do fulfillment. That’s totally fine, go find someone to do traffic, partner with them, find someone to do fulfillment, partner with them, boom. You sell it in the middle and boom, you’re in business.

I just think that, and this is partially my fault because I geek out on it and I’m so excited by it, sometimes I over complicate things. Sometimes we all over complicate things. It really is that simple. You just need a couple of people, a couple of “who’s”. And that’s it.

Some of you guys are saying, “Russell, I don’t sell coaching so this doesn’t make sense for me.” Well, what do you sell then? “I’m a chiropractor.” Or whatever. Okay cool. So what do you need? You need leads, go find somebody who can generate leads. “Okay, I got leads.” What do you need next? “ I need somebody to convert these leads.” How do you want to convert them? “Through a webinar or on the phone.” Go find someone who’s really good at webinars, somebody’s who’s really good at phones. Give them equity in the company or whatever it is, and then you’re off to the races.

Anyway, that was just my, I kept thinking that today while I was sitting there. I was just realizing, these guys were not rocket scientists. They just knew that for their business to run, they needed someone to drive leads, someone to sell the leads, and they needed to fulfill on a product. So they just found someone to drive leads, someone to sell the leads and they fulfilled on product. And boom, multi-million dollar a year business out of the gates, instantly.

So I think for a lot of you guys who are going through this process and you’re learning it, I think it’s good. Otherwise I would quit publishing all together, but I think this stuff is good. I think it’s good for you as the entrepreneur, to really understand the intricacies of all these things and how they work together. But let’s be completely real and honest. If you’re trying to generate cash and make money right now, what are the things you have to have?

If anyone here, listening to the sound of my voice, thinks that I have ever logged into Facebook and had any idea how to run an ad, you are completely wrong. One time I was clicking on something in my account and it went to my business account accidentally and it popped up this really weird dashboard that scared me, and I was like, I think I might break something. And I literally had John, who runs my ads, come in and “I didn’t break anything right?” He’s like, “No, you just went to the ad manager.” I’m like, “Okay, cool. Can you shut the page, because I don’t want to jack this thing up?” and he shut it down.

Because I don’t know how to do that, so I found John and John became the person on my team who then runs the ads. And now as my company has grown from you know, half a dozen people to a dozen, to 20, to 100, to 150 to 200, ugh we’re past 200 people now. It was really just that. Finding out who are the people we need to plug in who are already good at those things that have a tendency to like them and have a tendency to be good at them.

It wasn’t about going and me trying to learn every single step of it. A lot of times I learn it because I am intrigued and I want to understand it, but I’m not actually doing it. So that’s what I want you guys to understand, that’s the fastest way to move forward quickly.

Anyway, I hope that makes you kind of think a little bit. I hired someone the other day, it might have been Charfin, I’m pretty sure it was him but I’m not positive, anyway, but I basically said if you look at the NFL or the NBA, they don’t go and “I’m going to go find a dude, I’m going to go train that person on how to do it, and hopefully they become a good point guard someday, or be a good quarter back.” No, they go and find the best quarter back and they recruit that person. You should be doing the same thing for your business. This is your business. This is your NBA team. You’re trying to win the superbowl.

Anyway, so if that’s you and that’s what you’re kind of going for, I want you thinking about that. Who are the people I need to recruit? Where are they at? I’m going to go to the conferences, the events, find out where the sales people are at. Let me go to this sales floor, let me call people and get them to sell me something, if they’re good, let me see if they want a job.” Just aggressively recruiting the right talent for your team. I think that is a faster way to cash than anything else.

Now, I’m sure there’s questions coming up. “Russell, what happens if I hire the guy and I give him equity and he turns out to be an idiot three weeks later?” set some contingencies, “First off you’ve got to actually perform. Second off, we’re going to do this for thirty days, and at the end of the thirty days we all get to sit down and decide if we want to keep doing this. And if you drove no leads, I’m going to cancel this whole thing. If you drove leads and this guy didn’t sell, we’re going to cancel the whole thing. If this drove leads, this guy sold, but nobody liked the product, I’m going to cancel this thing. But let’s sit down in thirty days or ninety days and let’s re-evaluate and at that point let’s figure out what makes the most sense and we’ll move forward.”

And that way you’re not stuck in a long contract or anything until you figure out if that works. Then after that say, “This has been three months in, this has been awesome. We’re all making a bunch of money. Who wants to keep doing this exercise?” “Yeah, we’re all making money, let’s do it.” “Alright let’s do this out for a year, and in a year if we’re all still friends and we all still like this game, let’s split this up into actually equity. Until then we’re just seeing if we all like each other and if we can make it work.”

If you get the right people on board, they’ll be on board with that. Anyway, on top of that treat your partners really, really insanely good, because I promise you, I know that I couldn’t have built CLickfunnels without my partners. I know that I couldn’t have built my family without my wife. I know that I couldn’t…the people you bring in are the ones that actually make it possible. It’s not you or me, it’s the people we surround ourselves with. It’s the people we recruit, the team we build. So I hope that helps.

Anyway, that’s it you guys. I’m going to keep walking the track for a bit longer, because it’s a beautiful night. My skin has got bumps all over it from all the mosquitoes, but it’s worth it because I gotta share this with you guys and get it off my mind so I can actually sleep tonight. But start looking at things that way. Start looking at who are the who’s you need to recruit on your team and that way you can get to the all-star game so much faster.

Alright guys, thanks for everything, appreciate you all and we’ll talk to you soon. Bye.

Hint: the death of autowebinars, the rebirth of the VSL, a sneaky hack from Agora, an idea from Brad Callen that made him $35 million in 1 funnel, and a design tweak from Bryan Moran that makes 63% of your traffic more likely to buy… :)

On this episode Russell talks about some of the changes to Google Chrome causing problems to autoplay videos, and what he sees the future of funnels being like. Here are some awesome things to look forward to in this episode:

• What kinds of problems the disabling of autoplay in Google Chrome has caused and how they are trying to work around them.
• Why Russell thinks that the future of funnels means going backwards a little to more a video sales letter format.
• And why making your site mobile friendly before desktop friendly is more important now than ever.

So listen here to find out what Russell’s funnel vision of the future would look like.

---Transcript---

My big ah-ha after spending the last twelve hours working on project Mother Funnel.

On today’s episode Russell talks about how he’s simplifying things to make it simpler for his customers and why that is the key to helping his customers achieve the result he promised them. Here are some awesome things you will hear in this episode:

• What Mother Funnel is and what it will simplify for Clickfunnels customers.
• And how simplifying the process of building a funnel and successful business will help more people get to the Two Comma Club.

So listen here to find out what Russell is doing to simplify Clickfunnels, and what you can do to make things simpler for your customers as well.

---Transcript---

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

Hey everybody, I hope that today has been amazing for you. It’s actually night time for me. I just dropped my kids off at a church activity, and now I am kid-less for a little while. Just kidding. I only lost two of my kids, I’ve got 5. So I’ll never actually be kid-less. Anyway, they’re at Scouts, actually not scouts, it’s a church activity but similar.

Anyway, I’ve had a really fun day. Everyone’s been out of town at the Two Comma Club X coaching program. So we’ve had just three or four of us in the office working on project Mother Funnel. It is literally the biggest funnel in the history of all funnels, and it’s almost done. Hopefully by a week from tomorrow is the goal to have it live. And you’ll see, it’s insane.

But I had this realization. The new Mother Funnel, if you look at the goal of Mother Funnel, and it used to be Super Funnel, I think I told you guys this before. I used to call it Super Funnel, and then one day I was so angry I was like “Mother Funnel” and then the name stuck, so it’s project Mother Funnel, even though I’ve never said a swear word in my whole life, that’s the closest I’ll ever get, Mother Funnel. And now it’s become a thing. So I’m sure there will be a t-shirt someday that says that.

But there’s a Russell Brunson curse word for you, as much as you’re getting. But that’s what’s happened with this project. It’s interesting, if I look at what is the end goal. Why are we doing all this craziness in the project? The reason why is to simplify what we do for our users. That’s it. I can’t tell you how many countless hours, how many hundreds of thousands of dollars it has cost us to simplify once again for our users. For new users coming in, for existing users, for everybody else  That’s the whole point of this thing.

I started thinking about, why did I write a book, or two books, or multiple books, and the Funnel Hacker Cookbook? All these things I did because I’m trying to simplify the process for my customers. Why do I do events, why do we do seminars, why do we do workshops? Because we’re trying to simplify the process for our customers. It’s like this obsession that never ends, it keeps going and going. We’re trying to simplify the process for our customers, over and over and over again.

So for you, I was thinking about this and I wanted to share this with you guys today because I’m thinking for all of us, we’re always trying to get somebody a result. Any business, the end goal is what result you’re getting for your customers, and then we create products and services and things pop up that we then create and sell and give to our audience, because we’re trying to give them that result.

I was thinking about if you want to figure out how you can serve your customer at the highest level and help them the most, the thought that should be going into your head, a couple of things. Number one, what’s the result I’m trying to get for my customer? And having a very clear path for that. For me, the goal for me is to get my customers into the Two Comma Club. In my mind, that’s the result I’m trying to get. That’s why our whole Two Comma Club coaching program was built. Because it’s like, how do I get people into the Two Comma Club.

Clickfunnels, everything I do is all wrapped around getting people in the Two Comma Club, that’s the result I have for my clients. For you it could be something else. It could be weight loss, it could be confidence, whatever your thing is, save a marriage, save a life, it could be getting someone your new product, help people be more healthy because of your products, whatever it is. But there’s a bigger result. So that’s number one.

Then number two, after you’re hyper focused on that big result and you are obsessed with your customer and you know who they are and you love them, then it’s like you’re trying to figure out just different things you can create that will help them to get that bigger result.

I was thinking about this, the way for you to become better at your business is not so much creating another product, another product, another product. It’s creating things that make the process simpler for them. So if I’m looking at this, how can I simplify this process the most possible for my customers? And as I’m simplifying the process it’s moving somebody up the value ladder.

I write this book that takes so much effort to do, I write this book and then give it to people, they read it, and it’s simplified. It’s simplified more than then going out and trying to read a million blogs and go through a thousand YouTube videos and study courses from the last decade. This book simplifies that process for them, and that’s the front end of my value ladder.

And then it comes up, it’s like you have to go build these funnels. How do we simplify that for them? Software. We can create software that will simplify that for them. So we simplify it for them then. Now if you look at our coaching program, Two Comma Club X, it’s like, okay people are trying to get into the Two Comma Club, how do we simplify this even more. And that’s the event that my team is at this weekend. It’s like, we built systems, we built milestones, we built checklists, we built accountability partners, we’re building all these things to make it simpler, and simpler and simpler to get people the end result.

I look at the Clickfunnels new Mother Funnel homepage, it literally is like you come in and it’s trying to take all the thinking away from people. Our biggest reason why people leave us and people don’t sign up is because they can’t figure out how to use Clickfunnels for them. So I’m trying to simplify that process. You’ll see on the new homepage when it’s live, you come there and it’s a video of me trying to give you belief that funnels are what’s going to change your life. And then it’s like, which one of these businesses best describes you? You tell us and then we have an entire sales page written directly to you, with case studies specific to your exact business. So you can be like, “Oh that’s how it works for me.”

And then page templates we built specifically for your business, case studies, multiple, four and five day email sequences with video case studies with people in your market over and over showing you exactly how you can do it. Trying to make it simpler and simpler and simpler for people.

Jake on my team, Jake Leslie, who’s an amazing designer is actively managing like 15 or 20 different designers right now and we’r ebuilding out all of these prebuilt funnel templates based on the 7 different funnels that are like the most used funnels inside of Clickfunnels. And they’re building out tons of designs for each of them. I think we have15 or 20 for each funnel for each of these different 7 funnel types, which by the way if you want to know what they are, they’re opt-in funnels, application funnels, tripwire funnels, video sales funnels, product launch funnels, webinar funnels, and automated webinar funnels. So those 7 funnels, we’ve got like 15 to 20 entire, beautifully designed, already connected pre-done templates ready for people.

And the next phase he’s doing with these designers, he’s going back to each of those funnel types and then he’s breaking down, like product launch funnel, we have 15 awesome, amazing product launch funnel templates designed, and then he’s been taking that and we know within our 10 sub markets, there’s 500 sub-sub markets. Because in professional services we’ve also got chiropractors, dentists, financial planners. So we’re making 300 to 500 templates for every submarket.

So it’s like, “Oh you’re a dentist and you want to do a product launch? Congratulations, here’s the actual dental product launch one.” Or “Oh you’re a network marketer who sells skin cream? Here is the template for network marketers that sell skin cream.” I’m spending insane amounts of time, effort and money to simplify the process for our users and because of that I will make more money because I’m providing more value to the marketplace.

Anyway, I just wanted to go on this little rant, not a rant, but I wanted to share this with you guys because it’s where my mind’s at. Especially after today when I spent so many hours working on this thing. I’m just like, the whole goal of what we’re trying to do is simplify the ability of our customers to get the result that we’re helping them to get. And the more you simplify that, the more money they’ll pay you, the better you’ll be. So for you it should be a constant focus on how I get my customers this end result? And then how do I simplify it? How do I simplify it? How do I simplify it?

When you look at the last decade of my life, it’s gone from teaching seminars and how to build funnels to building software that, well not me but Todd and Ryan and all the geniuses built the software, but now we have software that makes it simpler. And then we got training that makes it simpler. Then we got all these things that we’re doing to make it simpler and simpler.

So really, it’s like looking at whatever it is you do inside your sphere of influence, and if you want to get paid more money figure out a simpler way for people to get the result you’re promising them. That’s it. And then have that a constant thing in your mind. How do I make it simpler? How do I make it simpler? What can I do to make it simpler?

Just last month, two months ago at the Funnel Hacking Live event we sold people into the Two Comma Club X coaching program. I think we got 650 people or so to sign up for it there. We made this amazing process and people jumped in and there was so much amazing content, but I didn’t listen to my buddy Stu McLaren who told me you need a success path for every single person that’s coming in, and sure enough 30 days in people are like, “I am learning so much stuff, but I have no idea what to do now. I’m getting overwhelmed.”  I was like, “Oh crap.”

So the first question in my head, how do I simplify this? How do we simplify this? So we built out four success paths for different business types, digital/coaching here’s a success path for them. And then it’s like, physical product, here’s a success path. Local businesses, here’s a success path. Service providers and freelancers, here’s your success path. And then inside the success path we have all these different milestones that people have to go through to get to the end result.

In fact, we made these little papers that are printed out, they look like a, it starts with a dude that says funnel hacker on it and then there’s this literal path with all these little milestones. And the end of the path it’s got that person holding a Two Comma Club award, because that’s the result I’m trying to get all these people to get.

So it’s like, here’s all the milestones to get you there and if look at what happened this weekend at the systems event, I know some of you guys are like, I’m talking about all sorts of stuff all over the place and some of you guys have no context, so I apologize if this whole episode doesn’t mean anything to you, feel free to just ignore it.

But we had this event this weekend where basically our coaches went through, here’s the milestones for you to get to Two Comma Club, inside of each milestone how you do that, you click on this thing and we open up an entire Trello checklist, here’s all the steps you gotta complete to get this milestone checked off. And then if you’re like, “I don’t know how to do this step.” There’s a link inside the Trello card that links to the actual videos in the members area that shows you how to do that specific thing.

So now it’s like, for these people, the event just barely ended and we had about 200 people that went through it over the last two days, and on Facebook they are blowing up, like, “Oh my gosh. I can’t believe you guys made this more simple. I know exactly what to do. I have absolute clarity, absolute certainty.” And in my mind I’m jumping up and down like, “Yes, we did it. We made it more simple.” That’s my entire job. Help people get the result and then constantly figure out ways to make that process more simple. The better I do that, the more I do that, the more I keep innovating and changing and making better and better and better.

Not because I’m a genius, but because I keep trying to figure out how can I make this simpler for my audience. So for you, if you want to grow and develop and change, and I know a lot of us, the external goal is money, you want to make more money, have more impact, all those kind of things, you should have an extreme focus on how to get your people this end result and how to make the process simpler. How do I make it simpler? How do I make it simpler? How do I make it simpler? If you do that, that’s how you’re going to have the impact you really want.

Anyway, there you go. I’ve been in my garage for the past 8 minutes yelling at the phone. I hope this helps somebody, I hope it helps you guys to focus on making simplicity for your customers, because that’s the goal, that’s the key. I never thought it about it that way until today. But as I’m looking at it I’m like, man that’s why I’ve been paid well over the last decade of doing this, is because I have this insatiable desire to figure out ways to make it simpler for people to get the result that I’m promising them. I think that that is the key.

So I hope that helps you guys. Appreciate you all, have an amazing day and we’ll talk to you guys all soon.

The two polar opposite mindsets that will either make you, or break you.

On this episode Russell talks about having belief in your own success in order to actually be successful. Here are some of the awesome things he mentions in this episode:

• Why you shouldn’t have the Michael Moore view of success being a freak accident.
• Why believing in your own success will increase the likelihood of you achieving what you’re trying to do.
• And why being a skeptic has a zero percent success rate.

So listen here to find out why if there is one, there could be two and you could figure out how to be number two.

---Transcript---

What’s up everybody? This is Russell Brunson, welcome to the Marketing Secrets podcast. Today I’ve got a little bit of a rant for you.

Hey everyone, welcome to the podcast today, I hope you are all doing amazing. Yes, today is going to be a little bit of a rant, I hope you don’t mind. I need to get something off my mind.

So this morning, I was looking at Facebook, as I often do in the mornings, just making sure that everyone is happy in our community of a160,000 people, and I was scrolling through and I somebody’s post, and the post made me want to jump up and down on my phone and smash it into little pieces. So yes, that’s what happened this morning, and that’s what inspired this rant.

So first I’m going to tell you the back story that will set up this, then I’ll tell you what happened in the post. So this weekend I was listening to some Dan Kennedy, in fact, I wonder if there’s a correlation of me listening to Dan Kennedy and me wanting to do rants. There might be, he’s kind of a grumpy old man. But he’s still the best, I love learning from him.

Anyway, I was listening to one of his courses this weekend, which I think I mentioned yesterday. He mentioned my name on, which is pretty awesome. But earlier he was talking, in fact, it was the first ten minutes of the course, and he started talking about this principle that I think is essential, and it lays out what I want you guys to understand today, during this podcast, to help make sure you’re successful. Because if you’re not careful in all things you do, you’re going to fall down this path, because I think human nature drives us down the wrong path, and if you’re aware of it, it’s easier to protect yourself from it.

Basically he was talking about, when it comes to success, there are two completely opposite mindsets. The first one he called the Michael Moore view, and so the Michael Moore, if you guys know who Michael Moore is, I’m not a huge fan. I don’t watch all his videos or movies, but I’m aware of who he is. First he talked about the Michael Moore view, so he kind of set this up earlier in the presentation of what Kennedy talked about. He said that if you look right now in America, 1 out of 160 people are millionaires. That’s the odds, which aren’t that bad.

If you go to the mall, I don’t know how many people are in the all at one time, but the odds are pretty good if one out of 160 are going to be millionaires, maybe that should be me. So that’s kind of what started it. He talked about that right now in America 1 out 160 is a millionaire. So the Michael Moore view, and I wrote notes on this, to make sure I got this right. Basically the Michael Moore view is that “1 out of 160 is a freak accident. 1% uses a freak accident just like lottery commission uses winners for advertizing to convince people they can win a game that they cannot so that they do not come with pitch forks and torches and eat the rich. It’s a freak accident to which the overwhelming majority can’t make it happen, so they shouldn’t aspire to it, and the whole game is rigged.”

So there’s the Michael Moore perspective. Now that’s your perspective when you’re like, “I’m going to be successful in life, but I believe that it’s a freak accident, I believe that the only people that have been successful are put up there just for marketing and advertizing, and it’s just like lottery, like spinning a dice and the shots of winning are 1 in 160, but whatever.” So that’s the Michael Moore view.

The opposite, the opposing view, the view of people who actually are successful is this, “If there is 1 then there could be 2 and I could figure out how to be number 2.” That’s it. So one is this a freak accident, there’s no way I could possibly make this happen, therefore I should not aspire to even try. Number two is, if one person did it, there could be two, and I could figure out how to be number two.

Now think about your mindset in which one of these you lead with. Because I guarantee you I could look at where you are in your life or your health or your relationships, or whatever it might be, and I’ll tell you which one of these views you actually follow. You may believe that “Oh yeah, I’m definitely the opposed, the opposite of you Russell.” And you probably are on some things in life, but maybe not everything.

So I want you guys to become hyper aware of this. A lot of times I will share something on a podcast or an event and it’s like a really cool case study of how somebody did blah or whatever and then people will look and say, “Well that works for Alex, because he’s in the gym industry. I’m selling dentists. We’re different.” Or “Kaelin’s selling weight loss to women, info products. I have something completely different.” And it’s like, no, look it and say if there’s one, there could be two, and I could figure out how to be number two. That’s the difference.

So let me come back to what I started with. So this morning when I was looking at Facebook and scrolling through real quick, there’s someone who posted there. This lady, she posted, “I’ve been lurking in this group for three years now.” Notice how she even said lurking. Congratulations, you’ve been lurking for three years. She is definitely a Michael Moore type person. So she’s been lurking and she said, “Does it depress any of the rest of you guys to know that of the 160,000 people in this Facebook group, only 300 have become millionaires so far?”

That was what she said, and I just wanted to unleash upon her the fury that comes to me sometimes, but I just smiled and ignored it, and now I’m doing this podcast rant and maybe I’ll link to it or something like that. Because that’s how she’s looking at it.  Of 160,000 members only 300 have become millionaires and only 20 become deca millionaires. This thing is just a freak accident. The overall majority of people can’t make it happen, therefore they shouldn’t aspire to it, and the whole game is rigged.

That’s what she’s saying, as opposed to looking and saying, “Oh my gosh, 300 of my peers in the last year have figured out how to be millionaires. 20 have figured out how to be deca millionaires. 10 million dollars or more in a funnel. If there is one, there could be two and I could figure out how to be two.

That’s the mindset, that’s the believe you need to have to be successful, because I don’t believe it is a freak accident. I believe it’s people who believe. If I can leave nothing with you today than this, it’s belief is the key. If you believe then you’ll go and do the thing and you’ll actually have success.

I look at the 160,000 people in our Facebook group, from that we have 63,000 active Clickfunnels members. So what’s that, 1 in 3 had enough belief in what we’re talking about to actually go and create a trial. So your odds just got better. 1 out of 3. If you have a Clickfunnels account, congratulations, of the people who are following our movement, you believe more than two thirds of them. Two thirds of them cancelled their success because they didn’t believe and they don’t even have an account.

So if you have an account, congratulations, you’re already exceptional. Now inside that account, people who actually look at every day and actually use it, you’re likelihood to success probably doubles, right. People who have read the Dotcom Secrets and Expert Secrets books, the likelihood doubles. People who come to our events, the likelihood doubles. Right now, this weekend, today and tomorrow there’s the Two Comma Club X event, for those trying to get in the Two Comma Club. Those who are in San Diego this weekend, the success rate dramatically shoots up because they’re actually doing stuff.

So if you look at the 160,000 or the 63,000 or the 300 millionaires, or 20 deca millionaires and you look at that, and you say look if there are 300, why can’t I do it too? If there are 20 why can’t I do it too? And then you go figure out how to be that other person. It’s really not that complicated. Most people never actually get there.

I remember hearing, I can’t remember who, it might have been Charfen or it might have been somebody else, talking about how many businesses make it past a million dollars a year, ten million, a hundred million, all those kind of things, and what’s crazy is half of it is just showing up. If you just show up and read a book, you’re double as likely to be successful. Most people just don’t do the minimum effort. If you just do some things moving towards that goal, your odds become insanely good.

1 out of 160 in America you guys, are millionaires. There’s your odds. Those are pretty dang good. In our community so far, 300 have become millionaires. 20 have become deca millionaire. And every day someone new is becoming a millionaire. So I’d be looking at that saying, if everyday someone is becoming a millionaire, which day is mine? There’s 365 days this year, which one is mine? I’m going to go for it. Pick a day and then start running towards that thing and start figuring it out. If there’s one, there could be two and I could figure out how to be number two.

That’s the goal you guys. And I want you, not just in business, it’s true in business, but all parts of life. If you’re trying to lose weight and you’re like, “I can’t do it. It’s a freak accident, it’s my hormones, it’s my this, it’s my genetics.” You’re looking at the Michael Moore view. Don’t look at it that way. That’s the best way to set yourself up for failure. Look at it the other way. If there’s one, there could be two and I could figure out how to be two. Now you’ve got belief, and if you believe it, then you’re going to start reading and you’re going to study and going to things and start moving forward and if you believe it, then you can achieve it.

I know that sounds so cliché but it’s true. If you look at my job as the head cheerleader here at Clickfunnels, that should literally be my entire calling and career. All I’m trying to do is create belief. That’s it. Because anybody who believes it, goes and does it.

I look at the 300 Two Comma Club winner, what was the commonality amongst all of them? They believed they could do it. So they figured out a way to do it. The people who didn’t, there’s some level of belief that’s holding them back. They don’t believe in something. Whatever it is, there’s some believe that’s holding them back and that’s why they’re not making it. They don’t believe that they’re good enough or they’re smart enough, or they’re fast enough or they don’t believe they’ve got enough talent. They don’t believe they could drive traffic. They don’t believe they could actually build a funnel. They don’t believe they could do design. They don’t believe, they don’t believe.

There’s something that they don’t believe that’s keeping them back, and that’s all it is, is belief. It’s usually their belief switching back to this Michael Moore view. “Oh well, that guy can do it. Russell can do it because he looks so mature.” I look like I’m 11 years old. That should not be, Russell looks more mature than me. No, Russell doesn’t.

I remember at the first UPW, the first Tony Robbins event I went to, he was talking about a lot of times all these things we have against like, “Oh I’m too young to be successful, I’m too old to be successful.” All these things are excuses. You take that and flip it and be like, “I’m so young that I’m going to have insights that they don’t have.” Or “I’m so old that I’ve got wisdom that these other people don’t have.” And take these things that are negative, I can’t do it because of whatever, and instead flip it around as that’s the reason why I’m going to be successful, because of these things.

It’s the belief and if you guys just start breaking your belief patterns and start shifting them, I know that if you’re listening to this podcast, I’m preaching to the choir, but I promise you that if you’re struggling at something in this journey, it’s belief. That’s what you’re fighting with. So as much as you have to learn the skill set, which is important, it’s the belief in yourself to execute on it that actually keeps you back, more so than the skill set. The skills are easy to learn.

Come on guys, this is not that complicated, seriously. If you spend 15 minutes inside of Clickfunnels, you can build a funnel. It’s not difficult. And anyone who thinks it’s difficult is lying to you. If you’re like, “I can’t figure out Clickfunnels…” Come on now. If you graduated high school you can figure out Clickfunnels. If you didn’t graduate high school and you were smart enough to get out before it ended, then you can use Clickfunnels.

I don’t care which direction you are, you just need to have belief. If there’s one, there could be two and you can figure out how to be number two. I promise you that. You guys we are laying out so many tracks, so many things for you to follow, so many case studies and proof and as much stuff as I can muster from our community to give you guys belief that you have to look at it and you have to belief it. The skeptics never have success. There’s zero% success rate with skeptics.

If you’re going to be successful, find somebody that you believe in, someone that you’re like, “Man, that person did it.” And then look at them everyday and say, if there’s one there could be two and I could figure out how to be number two. I don’t care if you have to lean on me, if you have to lean on Brandon and Kaelin, if you have to lean on Alex Harmosi, if you have to lean on any of our Two Comma Club winners, find somebody and look at them and say look, if there’s one, there could be two and I could figure out how to be number two.

And then all you have to do is believe. Put all the skepticism, all the reasons why it might not work, all the complaints and frustrations and “Oh my software didn’t do this..” whatever those things are, put those things behind you and just believe and then run forward as if you’re trying to make it happen. That’s the difference between those who are killing it and those who aren’t.

Skepticism will kill you in everything you’re trying to do. Believe, believe, believe. This stuff works, I promise you that. Some of you guys, this message is for, because you’re trying to figure out this marketing stuff, some of you guys this message is for other parts of your life. Some of you guys it’s because you’re in a marriage that you’re struggling with, some of you guys it’s because you’re relationship you’re struggling with. It might be your health, might be your finances. Whatever it is, this principle that I’m sharing with you can help in all the areas of your life.

So figure out the stuff you’re stuck with, figure out the stuff that is keeping you back, that you’re being skeptical about, and find somebody who you believe in who has had success in that thing, and then this should become your mantra. If there’s one, there could be two and I could figure out how to be two.

I hope that helps you guys, I appreciate you. Our team here is killing ourselves to give you guys the belief, the systems, the tools, like I said we got an event happening in San Diego that I’m not at this week, teaching people the systems for Two Comma Club, how to get into the Two Comma Club. I’m in here today, I was all day yesterday and all day today we’re making videos to create more belief. I’m just killing myself to make you guys believe. So if you just make my job easier and just believe.

This stuff is true, I promise you guys that. I’ve seen it over and over and over again. Don’t be like that lady in the Facebook group who thinks it’s a freak accident because it’s not. All it takes is you believing and putting forth the effort. And if you do that you’ll have success. Alright guys, with that said, I appreciate you all, have an amazing day and we’ll talk to you all soon.

Most entrepreneurs don’t love history or math, but when they understand this principle, it’ll make it really, really fun.

On this episode Russell talks about knowing the history and math of your industry to be able to grow your business. Here are some awesome things he discusses in today’s episode:

• Why knowing the history of your industry will make it easier for you to market and grow your business.
• What it means to know the math of your business and why that helps it magically grow.
• And Why it’s important to remember that you are not entitled to success just because you worked hard.

So listen here to find out why if you know the history and math of your industry, you are more likely to have success within it.

---Transcript---

Good morning everybody, this is Russell Brunson. I want to welcome you to the Marketing Secrets podcast. Today we’re going to be talking about marketing history and marketing math.

Hey everyone, welcome back to today. I hope you guys are half as excited for the week as me. Monday here, and the sun is shining, fun stuff is happening and I cannot wait. This morning as I was studying, I was listening to Mr. Dan Kennedy, still one of my favorite people to study in this marketing world. And that was kind of fun, I was listening for the last 48 hours or so, and last night I listened to one of his courses, and in the middle of the course he starts talking about me.

I was like, how cool that Dan Kennedy is talking about me at one of his events, his seminars. So anyway, that made my whole night and got me more excited to listen to him. And this morning he started talking about what his criteria to do a deal with somebody, to be in business with them or to work with them. There was a couple of fascinating things.

One of them, obviously, was can you find three other people who have done at least one deal with that person, that would do a second deal? And I think that was a good one, he’s talking about, if someone’s been divorced once or twice, maybe there’s a reason, but if they’ve been divorced 9 times, there’s probably something wrong. It’s probably them, it’s probably not the other person at that point. It was kind of funny when he was talking about that.

But then he talked about three criteria, so I will walk through those. So the number one criteria, he doesn’t want, he would never work with somebody who was entitled. When he was talking about entitlement, he was talking about, if you guys watch shark tank, he said he started tracking this over the last two or three years. In shark tank, they always have the little video before the person comes and presents their package or their product kind of telling about their business. And he said the entitlement is when they’re like, “We spent our whole life savings, I quit my job, I did all this stuff. I have to get a deal, the sharks have to give me money.”

Where it’s out of a point of desperation or entitlement, “Because I sacrificed everything, I should get this thing.” He said, if you look at Shark Tank, the 48 people that he counted since he started counting, that their little package before their pitch happened, only 4 of those 48 ever got a deal, whereas the average, when you look at Shark Tank as a whole, 1 out of 3 get a deal.

So coming at something where you think you should be successful because you worked hard or because you put forth the time, is not a good reason. It has nothing to do with it. That’s the entitlement of “I should be successful, I’ve been killing myself on this. I’ve been studying, I’ve been reading, I’ve been learning.” And it’s like, that does not entitle you to success.  That’s not the right thing. So that was number one.

Number two, he said that you have understand intimately the history of the industry that you’re going in. For example if you were going to go and you wanted to be in the personal development success space, if the only thing you know about personal development going back was Think and Grow Rich, and that was as far back in the history of your industry you’ve gone, he would never do a deal with you. There’s so much stuff that happened pre- think and grow rich. There’s so many people and stuff that happened, that if you haven’t studied back that far in history, he would not actually work with you.

That’s actually one that I would completely agree with. It blows my mind to have people come into an industry. I had someone who joined one of our coaching program, wanted to be a real estate guru. I was like, “cool.” And I’m not a real estate guru, but I happen to do my homework in every market that I’m in or that I’m interested in and I know who a lot of the real estate guru’s are.

I asked this person, “Do you know so and so, and so and so, and so and so?” and they’re like, “Never heard of them.” I was like, “You are doomed then. If you don’t know the history of your market, how are you supposed to come in and compete in that market? You don’t know what other people’s offers have been throughout time, you don’t know what’s worked and hasn’t worked. You don’t know these things, you are going to struggle. You have to know the history of the industry that you are going in.”

It kind of leads back to my point today. I spent the last two days binging out on Dan Kennedy, who for all intents and purposes he’s the history of this industry. I go back further than that. I study Robert Collier, I study I’m going to blank out now on the top of my head. But I study all the old time marketing sales books, Gary Halbert, even prior to that. I study that, geek out, nerd out, all those kind of things. If you look at my library here you would never, you would look at it and be like, “I’ve never heard of any of these books Russell.” I’m like, “I know, these are the history books of my industry.”

There’s a reason why I’m successful. I studied direct mail, I studied clear back to the pony express, when people were delivering stuff by horse. I know this market inside and out, and that’s why I’m able to compete in it, because I know the history of it. While history in school is useless, the history in your marketplace is essential.

So if you don’t know your market, now is the time to start geeking out and figuring out the history. For me, I spent 400 or 500 bucks a month on eBay buying old marketing and sales books. Go to your industry and go search on eBay for old stuff that’s been published in the past and buy it and read it and study and learn it because if you understand the history of where you are at, you’ll be more successful in the future where you’re trying to go.

So study the history of your market. And then number three is understanding the math of your business. So really, it was kind of interesting. Don’t be entitled, have a deep understanding of the history of your industry, and then understand the math of your business. And the math is the numbers right.

How much does it cost to acquire a customer? How much do you make from your customers on average? How much is your average cart value? What’s your average stick rate? All those kinds of things are vitally, vitally important. And if you don’t know the math, you’re in trouble as well. If you go watch Shark Tank, you’ll notice the one question that all the sharks always ask is, “How much does it cost to acquire a customer?” and half the time the people blankly stare over and they’re like, “I don’t know. I don’t know the answer to that.” They have no idea. How are you supposed to compete if you don’t know that? You need to come in and know this is about what it costs for me to acquire a customer.

When you know that, then you can work on a funnel that’s going to give you more than it costs to acquire a customer, so that you can be profitable or break even, and now you’ve acquired customers and you can go and sell them other things in the future. That’s how we grow and scale companies.

So anyway, I thought that was interesting today, because most of us internet nerds and entrepreneurs are obsessed with history or math, but history or math in the confines of what we’re talking about is actually really, really exciting. My grandpa was a history professor at Brigham Young University, he’s written like ten books on history. Man, I love him and I go talk to him and ask him questions about history and he tells me and my eyes glaze over. I’m not interested in history. I love Christopher Columbus, grateful he came here, but I don’t really care about all that stuff.

But if you think about history typically, I’m like I don’t want to do that. But history of my market, I’m obsessed with it. I love it. I love finding out about the old school guys who are licking stamps and gluing them on envelopes and shipping them out. What did they know, what did they understand that I didn’t understand? What are the things I could learn from them that I can then come back and apply in my market?

And if you look at, it’s interesting, the ninja secret stuff that I come out with and people are like, “Whoa, Russell how did you think of that?” I’m like, “Oh because Okelvy did it?” “Who’s Okelvy?” “Some dude who’s been dead for a long, long, long time.” I study the greats, I understand where this market came from and because of that, I’m able to compete in a different level in this market because I know the history.

It’s interesting, I even, not the long history, I look at 15 years ago, the things that I was doing to grow a list and build a company, I’m bringing a lot of those things back and it’s interesting because those were the, because I know the history I’m able to bring these things back that are the dead lost arts.

I talked about this before, selling from stage is a perfect webinar. I don’t think I’m the best stage presenter in the world, but I do think that it’s a dead art. I think that when I got started in this business, there were some amazing stage presenters who were a million times better than me. So I studied and learned the art of it, studied history and then when these guys all retired, there was no one else doing it, and I came back and started doing it with the stuff I learned from back in the day, and the history lesson gave me the ability where I was able to stand on stage two months ago and do $3 million in 90 minutes, which is a world record.

So imagine if one of the greats came and did that, they would have crushed me. But I understand history and therefore I’m able to use it in the present. And then the math, I hate math more than anyone. I hate excel, all those kind of things, but I do know the numbers that drive my company. We have a big TV screen in our office when you walk in that I can look at and see the numbers and the metrics, and I have this weird thing that I know. So when you look at numbers, what you track grows, so I look at it, I see it, then I can figure out how to grow it. It’s a magical amazing thing.

In fact, today I woke up this morning a little heavier than I like to be, so I downloaded my Fit Pal or whatever that app is and I told Melanie, and told my wife this week, that any food that crosses my lips has to go in my fit pal so I can track it and see what I’m actually eating. Because the sooner you’re aware of what you’re actually putting in your mouth and what that actually equals out in calories, then you’re like, “Oh crap, I should eat differently or change some things.”

It’s like, this morning, I did my supplements. And usually I think supplements are zero calories, because it’s just like supplements, but I actually put them all in there and it was like 200 calories in supplements. I was like, oh crap I just put in 200 calories I was accounting for, maybe that’s the thing that’s putting me over the edge right now, on top of all the other stuff I’m eating.

So you gotta know the numbers, even if you don’t love math, find someone who loves math to give you the core numbers that drive your company and your business and then look at them, and just by looking at them, they’ll grow. It’s this weird thing. When I’d start tracking my list, I’d look at that number and it would grow, because your brain starts trying to figure out ways to make it bigger. And it’s weird, you look at that number and your body, your brain, your mind will automatically find the answers to it. It’s kind of cool how that works.

So there you go guys. First off, you’re not entitled to nothing. Number two, master the history, understand the history of your industry. And number three, learn the math of your business. Now you got history, math and now you can actually have a business. Know your numbers, know your business. No numbers, no business. You probably can’t see me spelling it out, but know your numbers, know your business. No numbers, no business. Someone told me that one time. I don’t remember who, but it was amazing.

So know your numbers, know your business. If you have no numbers, then you have no business. So that’s why the math’s important as well. Alright guys, with that said, I appreciate you all, have an amazing day. Go dominate the world, go find some history of the market you are in, understand it, study it, learn it, it’s part of your homework assignment for this week. Appreciate you all and we’ll talk to you soon. Bye everybody.

One of my biggest take-aways from this month’s inner circle meetings was this…

On today’s episode Russell talks about hearing Alex Charfen say something in passing at the latest Inner Circle meeting and why it was so important to make him stop and point out what he said to everybody in the meeting. Check out a few of the other things you will here in this episode:

• Find out what Alex said that Russell had never noticed before, but that he’s been doing all along.
• Hear why it’s so important to defend and advocate for your dream clients.
• And Find out how Russell has used social media platforms to go from 10,000 clicks an email to 250,000 customer interactions per day.

So listen here to find out what Alex said that was so important, and how you can use it to connect with your audience on social media and in turn increase your customer interactions each day.

---Transcript---

What’s up everybody? This is Russell Brunson, welcome to the Marketing Secrets podcast. Today we’re going to talk about one of the most powerful strategies I have ever heard to grow your following, build your herd, and actually change the lives of the people you are serving.

Hey everyone, I am actually in my inner circle room right now, walking around in circles and I’m reminiscing on the last couple of weeks. I had all my 100 entrepreneurs in the inner circle come out and spend time with me and what’s cool about it is, everyone has a chance to come up on our little stage here and talk about their business and things that are working and they have a chance to ask questions.

And it’s my favorite way to learn. I think it’s better than any product, any book, any course, any anything, and it’s how I learn the best. So I sit here in this room with these amazing entrepreneurs and learn and get ideas from them.

In our last set of meetings I got something that was so good and I wanted to share it with you. A lot of you guys know Alex Charfen, he spoke at Funnel Hacking Live twice, he’s one of the coaches in our Two Comma Club X coaching program. I had a chance to start working with Alex last summer. He was moving into this new business where he was trying to become who he is right now and I invited him to a mastermind group we were doing in Las Vegas at Pirates Cove.

If you watch on Funnel Hacker TV online, you probably saw the three or four episodes at Pirates Cove last year, which were really fun. Anyway he was kind of struggling, so I gave him some ideas and pointed him in the right direction. I told him to launch a podcast, do a webinar, and I’ve watched as his business has blown up over the last little bit, which has been really fun.

And then also, it’s been fun watching him serve so many people. I think my super power is getting people from wherever they’re at, getting them to a million dollars in a record amount of time. I don’t think there’s anybody on planet earth who has created more first generation self made millionaires than us here at Clickfunnels. I would be shocked if anyone else has done that, and if so, we will pass them very, very soon because we are pumping out millionaires every single day, which is really fun.

Alex’s super power is helping them build teams and scale, which is cool. So he’s been helping a lot of people in our inner circle and just within our community and now inside the Two Comma Club X coaching program he’s teaching that division of it, which is how to build a team and scale and grow and all that kind of stuff.

Anyway, it’s exciting. Well, we’re sitting here and we’re talking and sharing some stuff, he said something that was, I stopped, I had everyone stop. I’m like, “Did you guys just hear what he said?” Because he kind of said it in passing and then left. He said that what you need to do as a publisher, someone who’s out there talking and building content and stuff like that, is you have to defend and advocate for your avatar, your prospect, your customer, your people. Defend and advocate.

And when he said that he kind of went through and then kept talking. I was like, “Whoa, whoa, whoa, slow down.” I was like freaking out. And what’s cool is I watched, I understand now like some of the stuff he does and it just opened my mind to this huge thing.

So he serves entrepreneurs right. He’s got a podcast that’s really good called the Momentum podcast, he’s got this book called The Entrepreneur Personality Type and he’s talking to entrepreneurs all the time. And if you watch him, he does such a good job with this. It’s cool because I knew he was doing it, but I didn’t know that he was conscious of him doing it, and now that I know he’s conscious of doing it, it’s even cooler. Because now there’s a pattern and when you understand the pattern you can actually do something about it.

So what he does is he defends entrepreneurs like, “You’re not wrong. You’re okay, you’re not different. Or just because you’re different that doesn’t mean you’re broken. It’s a super power.” He’s defending his people which are entrepreneurs. And then he advocates for them. Why entrepreneurship is great and why you’re special. Boom, boom, boom, on and on and on.

So he defends and he advocates for his dream customer and what happens when you’re defending and you’re advocating for those people, those people come to you because you are the protector and the promoter of them. Isn’t that amazing?

So for all of you guys, and I’ve been talking about this in the last, recently, if you stop thinking about business as “what product am I selling?”And start thinking more about “What’s the customer that I am serving?” Then you get super hyper focused. “This is the customer I’m going to serve to the best of my ability.” And then the question is “How do I defend and advocate for this person.” So they feel protection within what you’re doing.

And after you know that then it’s like, “okay now I have a direction for all of my outbound content, for all my Facebook Lives, my videos, my podcast, my everything.” You are defending and advocating for your avatar, for your dream customer, and when you’re defending and advocating, those people will be attracted to you, they will come to you and then you can serve them and you can change their life.

I was like, “Oh my gosh, this is amazing.” Think about it as a parent. I have these kids and I love my kids, they are amazing. And one of my roles as their father is to defend them, to protect them. Defend them and advocate, talk about how amazing they are. And that’s what you do as a parent, as a spouse, in whatever it is. If you’re doing that for your customer, first off your customers will come to you and second off, they will share the message and bring others to you as well.

And I think that that’s one of the biggest reasons why Alex has blown up. When he came to the Pirates Cove Mastermind, I was like “Hey dude, you should do a podcast.” He’s like, “Oh, everyone told me I shouldn’t do a podcast.” I’m like, “Well, everyone is dumb and they’re wrong. Do a podcast.” So he’s like, “I’m going to do it.”

And what he did then is he used that podcast, that platform to defend and advocate for his dream customers who are entrepreneurs and because of that, they came. And they’ve come in great numbers. He was showing his podcast download stats in the last 8 months since he launched and it’s huge.

I’ve done this, but not knowingly. Now that I’m aware of it, you can better, believe me, you can see now that I’m aware of the pattern that I will now amplify it like crazy. I will be focusing more on defending and advocating my dream customers now that I’m aware of the pattern. I don’t’ know if you guys are like me, but I try to identify patterns because as soon as you see the patterns then you can amplify and magnify the thing that the pattern is doing. So it’s like, the faster the better. So for me, I’m going to start doing that.

So for you, now that you’re aware of the pattern, now you’ve got what you need to go and start doing it. So figure out, become intimate with who is your dream customer, then figure out how to defend and advocate for them and then publish like crazy.

I want to share one other thing that was so cool. So we have our partner meeting this week, so Todd and Ryan flew out here and we had a fun chance to meet and talk about a whole bunch of cool things. And John who runs all of our traffic, he pulled up some stats to share with us and it’s like basically showing in the last six months how much traffic has grown.

And he was showing the stat, and I still remember so, let me rewind back. Back when we were focused on, we were email marketers completely and that’s kind of how we did everything before social media and things blew up. I remember I would send an email to my list, if we got 5000 clicks, that was a good email. If we got 10000 clicks I was like, that’s insane.

So 10000 clicks from email, that was amazing. So if I could send 10000 clicks to an offer, to a page, that was insanely good. Now, I wanted to give you that so you have contrast of what I’m about to share with you.

So John showed us this graph about traffic stats and views and listeners. So he showed on Instagram, on Facebook, on Twitter, on our podcast, on everything, how much stuff is happening and how fast it’s grown and then he had this little chart and on the chart he showed the percentage of our daily interactions with our dream customers. He showed this whole thing and then he had this number underneath and the number was like 274,000 something.

I was like, “Oh is that how many interactions we had with our customers in the last month?” and he said, “No.” and I’m like, “Oh, what was the timeline?” he said, “That’s how much we’re averaging per day.” I was like, “What?” He’s like, “Yeah, per day.” I’m like, “There’s no way. That doesn’t make any sense.”

So he showed me the numbers. He’s like, “here’s the podcast, the podcast gets…” I don’t remember the number, “15,000 listens a day.” So boom, there’s 15,000 there. Then here’s Facebook. On our Facebook ads we’re getting, you have views right. So a view is at least ten seconds. People watch ten seconds, there’s 30,000 of data happening there. Then you’ve got Instagram. Instagram I get 6 or 7,000 views per story. I do like 15 or 20 stories per day. Then you do Twitter and our blog posts and all these things, it ends up being 200…..more than a quarter of a million people a day interacting with the content that we’re putting out. Is that insane?

I’m looking at people, friends I’ve had that have been doing this for a decade who are just solely relying on emails and they’re sending emails and trying to get 500 or a thousand or ten thousand clicks on an email going out. And I’m like, they’re missing it. Email’s still powerful, but imagine right now, Clickfunnels as a company, 250,000+ people a day are interacting with pieces of content that we’re putting out there. That is power. That is where we gotta go.

Now if you’re doing that and you’re putting out all this stuff and your job is defending and advocating and a quarter of a million people a day are seeing it, imagine how you grow your brand, your company, your cult-ture, and everything grows.

So anyway, I hope that helps you guys. The biggest thing I want you to take away is to defend and advocate, the next thing I want you to take away is that you guys need to be publishing because now is the cheapest and the easiest it’s been in the history of the world to get your message out to people.

And I think it will get harder. I don’t think it’s going to get easier. I think there will be more platforms, I think attention will get segmented. But man, if you can control that much attention every single day, now is the time to dive in and do it. Build up your podcast listenership, build up your following on Facebook. Build up your Twitter, build up your Instagram. Do those things because my old business of trying to get 10,000 clicks an email three or four times a week, versus now 250,000 people a day interacting with me, whether I do anything, or you know without me doing too much. It’s crazy, it’s insane.

I think as you go out there and you defend and you advocate for your dream clients, those numbers will amplify, and they will share it. You know Alex hasn’t done paid ads to grow his podcast, but he’s defended and advocated his people and his people share it, because his people know other people just like them. And that’s the magic, that’s the power.

So become a defender and an advocator of your dream customer, of your avatar. Give them a place where they feel protection and a place where you can share your message and as you do that, they will come to you. The whole, “If you build it, they will come” in this situation is actually true.

I hope that helps you guys. Appreciate you all. Go defend and advocate for your people, they need you. As you do that you will change their lives, which will change your life. That’s the goal of everything we do here.

If you’ve enjoyed this podcast, please go to iTunes, leave a comment, please share, like it, let people know because I think this is important. If you have someone in your world who is defending and advocating for you, send them this podcast, let them listen to this episode so they understand what they are doing for you. And if you are trying to defend and advocate for somebody, send them this today and say, “This is my role, this is what I’m going to do for you. I’m going to protect you, I’m going to promote you and we’re going to change your life.”

So there you go guys, appreciate you all and I hope you have an amazing day and we’ll talk soon. Bye everybody.

I heard something really cool today while listening to Frank Kern’s podcast and I thought I’d share it with you.

In this episode Russell talks about listening to Frank Kern’s new podcast and why he says that the information age is over. Here are some of the other things you will hear in this episode.

• Why Frank considers the information age to be over and why Russell thinks that is so profound.
• Now that the information age is over, find out what the next phase is.
• And see why the specialized insights you have are going to so important.

So listen here to find out why Russell agrees with Frank Kern when he says that the information age is dead.

---Transcript---

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

What’s up everyone, I am heading home from the office, it is 12:35 at night. This is like our second or third late night in a row. But I want to say something. If you’ve been listening, I think we’re on like episode 462 or 463 of this podcast. You probably remember many, many all nighters where we were at the office until 4 or 5 in the morning, 5 or 6 days in a row trying to launch Clickfunnels and build the empire and grow everything. We don’t do that very often anymore.

But Todd and Ryan are in town, it’s the last night. Well, we pulled all nighters but they haven’t been real all nighters. We’ve been, last night, well last night we were there til 2, tonight was 12:30 so it’s pretty good. But I think in our old age, we’re getting older and we’re like, “You know what? We should go to bed. So we’re not as hard core as we used to be, which is good.

So for those of you guys who are hustling entrepreneurs who are at the beginning of your journey, feel free to keep doing it because I did it for a long time. But I think maybe I’m maturing. I don’t know. I told my kids that I will never mature, and that I’m not like the other boring adults. So I don’t want to completely mature, but it is kind of nice to go to bed by 1. Anyway, take that for what it’s worth, I have no idea.

I want to share something cool with you guys today, that I learned from Mr. Frank Kern. Frank is still one of my favorite people to study from, and he’s got a new podcast that came out called, Your Next Million Dollars, so if you are looking for a new cool podcast, Frank is the man. And in the last one I was listening to, it was really cool. Someone was interviewing him, I can’t remember who exactly. I don’t know if I caught who was interviewing him, but in the interview he asked something about information.

He said, “Is information dead? Is it still the information age? Are people still buying information products?” things like that. And Frank as he usually does, said something brilliant and I was like, dang. It was awesome. He said, he feels like information is dead. There’s so much information out there. It was the information age for the last however many years. He said, the problem is not people can’t find information. Instead information is everywhere. There’s so much information. The Future is not information, like, ‘here’s a 20 module course, I’m going to teach you everything about blah’.

The future is insights. Like what are your insights? Like ‘Hey, this is the tweak I found, the insight that you missed. We’re shifting from information age to insight age. The people that are getting paid the most money are not necessarily the ones who give information, because information is free, it’s the ones that have the insights. The ones who are able to come in and be like, ‘Here’s the thing you need to shift. Here’s the tweak.’ Which is why coaching consulting does well.

It’s why I think a lot of times the stuff that we’re doing, Clickfunnels, we were talking about this the other day. If you look at the marketplace, pre-clickfunnel, before everything, there were a lot of people all out there, and there’s still people selling…..I’m sorry, I shouldn’t say….There used to be a lot of people that, I don’t know, people used to do product launches every week, these huge ones selling $2000 courses over and over again.

It’s been interesting watching as that’s kind of faded. It’s still happening, but it’s not to the scale it was before and I think it’s because, especially our company. We are able to give away such amazing information for free because we make our money in the tools. The software is where we make our money. And then our inner circle is about insights, not about all this stuff to learn. It’s all about insights, here’s the tweaks for you. It’s the accountability, these other pieces. Two Comma Club X coaching is about accountability and about the systems and things like that.

So when we were pitching at the Funnel Hacking Live event, we launched the new Two Comma Club X coaching program, and while we gave people information, tons of information, it’s part of it, that wasn’t the pitch. Because, you know, they have information, there’s all the information I’ve been publishing for the last 4 or 5 years, it’s everywhere. 460 something episodes of the podcast, a million YouTube, the content is there, but it’s the systems and the insights. Those are the things becoming more and more valuable.

So start thinking about that for you guys, as you’re publishing. How can you make to where you can give away your information because the other piece of it becomes more valuable? For me it’s the software, but maybe it’s the systems, maybe it’s the specific insights that you have.

Anyway, I thought it was really cool when Frank said that. I was like, that’s really cool. The information age is ending and it’s the age of insights, and that’s really where the value is at. Anyway, I thought that was really, really cool and thought I would share with you guys.

Hey everyone, real quick, I just got done recording this podcast, and I was heading in the house and went back to find Franks podcast and listened to it again because I just wanted to make sure I had kind of said it correctly, and as he does sometimes, he said it way better than me. So I want to kind of restate one piece so I don’t miss it, because I think it’s the key to the insight you guys need.

So what Frank said is that the information age is ending. There’s all this information and most of us are overwhelmed with information, and what he said was the insights are big because what people want, they don’t want more information, they want the one or two things they need to act upon to get the result they need. So that’s the insight.

So it’s shifting from, “Here’s my 80 hour course.” To boom, “Do this and this and you’ll get that result.” It’s the insight. So anyway, I just wanted to kind of reemphasize that here in this podcast to make sure you guys didn’t miss out on that message, because that was the key. And like I said, the way he said it was so cool, I just had to come back and restate it.

So thank you Frank, you’re amazing, and I will jump you guys back into the rest of the podcast.

I am home now, I’m in the garage, I’m going to go to bed. I appreciate you guys, have an amazing day. Go build something awesome. We’re working on some fun things and it’s just, it’s exciting. I’m excited to show you guys over the next 12 months, between now and next year’s Funnel Hacking Live, all the cool stuff coming out.

We’re working on the bigger roll out of Actionetics MD, which is so cool. We have all new onboarding dashboards and UI that’s going live in the app over the next few months, you will see, and then some really cool feature stuff coming out. Our new CRM that I was showing off today on Instagram, if you’re following my Instagram you saw that. It’s really, really cool. Our new memberships sites….some really cool things.

I hope you guys are okay with us over delivering. We’re going to keep making the software better and better and better for you guys. But just today, and having Todd and Ryan here, if you guys know Todd and Ryan, Todd is my co-founder, Ryan is one of our partners, they’re the smart dudes. Them, and their teams who build this amazing software, it’s just fun seeing all the cool stuff they’re doing. We’ve basically, since last December, we’ve more than doubled the size of our development team, which is cool. It means we’re moving faster on things, we’re getting more stability.

They were able tonight to double the size of our databases, which means we could double as many members as we have and won’t have any kind of load issues, which is awesome. They’re doing one more thing probably in the next week or two that will double it again. So we’re going to 4x our capacity, which is amazing for all of our Clickfunnels members. Things are going to move faster and, anyway, so many cool things. I cannot wait.

So make sure you are listening in and make sure you’re subscribing and connecting to all the cool stuff we’re doing, because we are literally giving you guys all the info for free for the most part. My free plus shipping books are free, there’s, the information is there and now we got the tools and insights on the backsides to help you guys and get you to where you need to be.

So with that said, I’m going to bed. I will see you guys later. Have a great night and we’ll talk soon.

After spending time with 100 entrepreneurs inside the Inner Circle over the last two weeks, this was my biggest take-away.

On this episode Russell talks about why there comes a point where money doesn’t matter, as long as you’re trying to grow your business for the right reasons. Here are some of the awesome things you will hear in today’s episode:

• Why Russell stayed up until 3:00 am to buy whatever he wanted on eBay, but only managed to spend $650.
• Why when you scale your business just to make more money, it’s for the wrong reason.
• And why when you finally start asking the right questions, the money will start to flow.

So listen here to find out why money doesn’t buy happiness, but finding new ways to serve your customers will.

---Transcript---

What’s up everybody? This is Russell Brunson, welcome to Marketing Secrets podcast. I’m going to share with you guys some good news and some bad news today.

Alright everybody, welcome back. I’m so excited for this episode for a couple of reasons. Number one, we’re making some changes to the podcast, as you will see over the next week or so and one of them is I’m no longer going to be doing the video side of the podcast. We’re not going to be posting these on YouTube, they’re only going to be here for my friends who are listening and I’m plugged into your ear. This is now going to be exclusive to the podcast, which I’m really excited for.

It also means I’m going to be able to do more of these again. When I had the whole video thing, I’d stress out. Like, oh crap, I’m still in my pajamas. Or I wore the same shirt three times in a row and they’re going to judge me, or whatever. And I didn’t do nearly as many podcasts. I have all this line up of things in my head that I want to talk about, but I never did it because I had to do video every time, and I just didn’t want to.

So right now I’m going audio only and I’m so excited, and we’re going to be moving back forward to this as the delivery mechanism for the Marketing Secrets podcast, which gets me excited. So that’s number one.

Number two, Ryan and Todd are in town this week, we are, it’s so fun. It’s amazing what we can get done in a night. We basically launched an entire new service last night that we made up off our head called Funnel Rollidex which is going to be a huge help to all of you guys here in the very near future.

We also rebuilt the entire Two Comma Club X coaching program to make it more simple, with accountability partners, checklists, systems, it’s so cool. So many fun things happening.

But I have a list of stuff from last week’s inner circle meeting, notes of stuff that I want to you guys specifically about. And one of them that I wanted to share because it’s kind of short, but so important, was just the fact that, and I don’t want to break it to you guys meanly, but this is the news. Money is not going to make you happy.

Oh crap. Some of you guys are thinking. Some of you are thinking, of course not Russell. But it’s interesting, as I was sitting through all my inner circle meetings over the last couple of weeks, which were so fun, and so many amazing people there, and it’s funny because one of the big things always amongst us is, “How do we scale our businesses, how do we scale our businesses?” and that’s a question that I love and I don’t steer away from that because I think it’s important. I’m focusing always everyday on how I scale my business. That’s why marketing is fun, figuring out how to scale businesses and there’s fun in the growth.

But there was one person specifically who was trying to grow and scale at the cost of some things that, anyway, I asked him, “Why do you want to scale?” And he’s like, “Well because that’s the point.” And I was like, “Yeah, but when is enough going to be enough for you.” Because they’re trying to scale like 8 different businesses, they’re all in different markets, different segments, different things.

I’m like, “Which one are you most passionate about?” and they’re like, “This one for sure, but this one is more scalable. I can’t scale this one as much.” It kept going back to the one that they loved they couldn’t focus on because they couldn’t scale it outside the confines of this whatever. I’m like, “What’s the point of scaling it?” “So we can make more money.” I’m like, “There’s a point where money doesn’t matter anymore. And if you’re not doing it because you’re passionate about the people that you’re serving and the impact you’re having, you’re going to burn out and you’re going to die.”

For example, last week, it was one of those things where like, you get tired sometimes. I don’t know I was kind of burned out. I haven’t taken a break for like 2 years, so I was kind of burned out a bit. Not going to lie. I was laying in bed and I think my wife was passed out, or maybe she was with Norah, I can’t remember exactly. But I was sitting there, I’m thinking, I’m at the point in my life where I could buy anything on earth that I want. So I’m like, what do I want?

I was like, huh. I couldn’t think of anything. So I was like, I’m going to go to a place where all my magical dreams can come true, eBay. I’m like, everything on earth that you could ever want is for sale on eBay. I was on eBay for like three or four hours looking for stuff to buy. I’m like, “I could buy anything I want on this entire site.” I used to get in bidding wars with people, and I had to have auction sniper software to be like, try to save 5 cents by bidding before the other person at the last second, all this stuff.

I’m on eBay and I’m like, I can literally buy anything I want at this point in my life, how exciting is this? And in four hours I was trying to find stuff, trying to find things that were amazing, that inspired me, got me excited, and after four hours of trying I think I spent like $600 mostly on old books. And then I was like, there’s nothing else on this entire site that I actually want, there’s nothing.

So it was $650 and I was out of things to buy. Money no longer serves, there’s nothing that I could do with money. I was like, man if my whole goal was to scale this business to make money, that’s really depressing when there’s nothing else that I need or I want. In four hours of searching I was able to spend $650 and that was it.

The bad news is like, money, it seems really, really cool but there will come a point when you’re pursuing business and stuff where you’re like, oh my gosh this money didn’t actually matter. And it’s going to be confusing to you, it was confusing to me. I was like, why am I still doing this? Why was I up last night until three or four in the office? Why did I wake up early this morning? Why am I doing this stuff? Because of the impact. Because of the person. Because of the people we’re serving on the other side.

If you’re picking your business solely because it’s scalable, because of how much money you think you can make, you’re dumb. That’s the worst thing to ever try to focus on. If you’re picking a market because you’re like, “I’m obsessed with those customers, and I can serve them better than anybody else in the world and I’m going to serve them and put my heart and my soul and my life’s mission into the service of that human.” Then you’ll have the fulfillment. You’ll be able to stay up til 3 at night excited because you’re having so much fun, and all the good stuff will come from it.

And what’s amazing, if your sole focus is like, “How do I serve these humans, the group, the people I picked to serve?” The thoughts, the inspiration that will come to your mind is insane. You won’t have to worry about, “What should I sell this person? What kind of product should I create?” Because when you have this hyper focus on, “I love these people, I’m serving them. I’m going to change their lives, and they’re not going to know what hit them.” When that becomes the focus and then you’re like, “What should I create these people?” When you’re in that mindset and those are the questions, and this is the hairy fairy, hokey pokey, woo woo stuff, that I used to make fun of people about. When I’m like, “No, I just need to sell crap. What’s the data say? The data’s going to be wrong.”

But when your mind and your heart is in that direction, then the universe, God, whatever you want to call it, I believe it’s God, gives you direct revelation of “this is how you can serve this person.” And it’s like, oh my gosh. That’s amazing. And then “This is how else you can serve them.”

Last night, the whole Funnel Rolodex thing, yes, it will probably become a hyper profitable, multi-million dollar a year segment of our business moving forward, which is awesome, but guess what? That wasn’t the purpose. The purpose is, I was like, “All my people are struggling because they can’t do all the pieces. There are like 20 different things you’ve got to do to build a funnel.” And some of them are getting good at copy but they suck at design. Some are good at design but they suck at copy.

There’s people that are good at technical, but they suck at the other part. What if we build a funnel rolodex where we aggregated, “Here’s 30 good copywriters. Here’s 50 good designers. Here’s 20 good funnel builders.” And made this rolodex and people can come and find it. I’m like, oh my gosh. That would save everybody. Because now it’s like when they get stuck they can just go to Funnel Rolodex and find the person to do the job.

If you go back to the podcast I did a week or two ago, “The Who Not The How” it’s like, instead of figuring out the how to do each step, who’s the who? So Funnel Rolodex, literally the tagline is “The Who Not The How” so it’s like, “Who’s the who? They’re all here categorized based on what they do.”

And that whole idea came out of how do I serve our customers. It had nothing to do with how can we maximize revenue and how can we scale this. It’s like, no, we love our customers, we actually want them to succeed. So how do we do that? What if we gave them this, this would change their life. Amazing.

Then it’s like, “Can we make money on this?” Oh yeah, it’s actually really easy. This would be a hyper profitable piece of our business, but that wasn’t the focus. Because if I would have had the focus of how do I scale this? Funnel Rolodex would  have never been born. Two Comma Club X, the new stuff we’re doing, would have never been born. It all came off of, “How do we serve these people? We love them, we want them to succeed.” And then it’s like, God tells you, “This is how you do it.” And I’m like, “Oh my gosh, I never would have thought of that, thank you very much for the inspiration.”

So shift your focus you guys, from the money, because the money does not matter. If the money really matters, go get a credit card for like $650 and go to eBay and spend four hours blowing it all and then you’ll be like, “Huh, that sucked. Now what am I going to do with the rest of my life?” It’s going to be really hollow and really, really empty if it’s about the money. I promise you that. I can’t tell you how many multi-millionaire people I know who are broken and they’re empty because they were focusing on this thing, they were chasing the almighty dollar.

The weirdest thing, when you stop chasing the almighty dollar it starts flooding to you and you’ll get more than you could ever dream of. So there you go, serve your customers, have fun with it. They are amazing people and they need you to change their lives. They can’t do it on their own, they need you. So you gotta figure that out. It is your mission, it is your calling to figure out how to serve those people.

So number one, if you don’t know who those people are, it’s time to get hyper focused on that. Figure out who you’re after, who are your customers, who are the people you’re going to be obsessed about serving? Figure out who those people are and start thinking how can I serve these people, how can I serve them. And if you do that, that’s the right question, you ask the right question you get the right answers.

So focus on that and you’ll change their life and you’ll be forever remembered because of that. So there’s your legacy, which is what we all really, really want.

So with that said, I’m heading in to go work on my legacy. Appreciate you guys, we love you, we care about you, and we’re excited to continue to serve you in the future. If you enjoy this podcast, please go to iTunes and comment, subscribe, I don’t know, tell all your friends about it, go spam the Clickfunnels group and be like, “Go listen to this episode, it was so good.” You have my permission, but please tell other people about it. We don’t spend a lot of marketing money on this podcast, it’s just a labor of love, because I know if I could put in one thought or one idea to shift your thinking just a little bit, it’ll change your destiny, and more importantly, it’ll change the lives and destinies of so many other people.

So that’s why I do it. So if this has resonated with you at all, please share it with other people. Appreciate you, have an amazing day and we’ll talk to you soon. Bye everybody.

Super cool thing I learned from Dan Sullivan at Genius K (The 100K Group) last night…

On this episode Russell talks about some things he learned at his 100k group. He explains the difference between the who and the how, and why he might start keeping a journal. Here are some of the interesting things you will hear in today’s episode:

• What Dan Sullivan taught him about finding the who instead of figuring out the how.
• Why he is going to apply that to his own projects that he has been procrastinating on.
• And how Ethan Willis convinced him to start keeping a journal of how God touches his life.

So listen here to find out what kind of things Russell is learning in the 100k group.

---Transcript---

What’s up everybody? This is Russell Brunson, welcome to the Marketing Secrets podcast. Today I am coming to you from my hotel bed in Arizona and I want to share with you something amazing I learned yesterday.

Alright everybody, I’m actually in Scottsdale, Arizona at Dean Graziosi’s office for a group that I’m part of called the 100k group, meaning everybody in the group spent $100,000 to be in this room which is kind of ridiculous. But it gets you in to know some really amazing people and the filter of are you amazing enough to be in this room is can you write a check for $100,000? So that’s the one cool thing, you know that everyone in here is doing big things because they can pass that filter of the ability to do that, which is kind of cool.

I just got here this morning and I gotta pack and shower and everything because I’m heading home tonight. But I had one really cool thing that I learned yesterday that I just wanted to share with you guys before I start that process. A lot of you guys know who Dan Sullivan is, if not Dan Sullivan is the owner of Strategic Coach, I think it’s strategiccoach.com. I’ve never actually gone through coach, the strategic coach, but I bought all of Dan’s book and gone through his trainings and there’s a lot of amazing stuff.

Anyway, so he yesterday at the event, I did a training for about an hour on hook, story, offer, which I’ve shared with you guys some stuff about that. I also talked about how to reduce churn, which got me re-pumped about trying to reduce churn, so it was kind of fun. Then after I spoke, Dan Sullivan got up to speak and he’s like, “I just need ten minutes. In ten minutes I’ll blow everyone’s minds and I’ll change every entrepreneur in this group.”

So I was like, alright this is going to be fun to see what Dan Sullivan has to share. So he gets up there on stage and he says, “Us entrepreneurs, we…” and he only works with entrepreneurs, similar to me, “Us entrepreneurs have a lot of character traits.”I’ll say traits not flaws, because they’re also our super powers. But he says, “What happens is an entrepreneur will have a vision for something that’s bigger and better.” So he drew a big picture of a star.

“This is a vision of this bigger, better thing that you want.” Which is why we do what we do. Like, I could make this thing better. There’s always a thing that we’re moving towards, a bigger, better thing. He says, “Then on the other side is you. You’re moving towards this bigger, better thing and you to go and you want to get it, achieve it, create it, whatever.” So what happens though, the first thing entrepreneurs do is we, the first thing we do is say, ‘How can I do that? How do I, how can I get that big result? What’s the process I need to go through? What’s the how?”

So what happens as soon as we start thinking through the how, we start thinking through everything and then what happens for most of us, including I’m guessing, all of us. We don’t know the how. No one ever, there’s not a book that teaches us how to accomplish that crazy thing. So we start trying to figure out the how, and how can we figure out the how when we don’t know the how already? Then we get stuck and we slip into this mode called procrastination, trying to figure it out, trying to figure it out, and we’re just moving towards this bigger, brighter star, but then we can’t figure out the how and we detour away from it into procrastination, because we don’t know the how.

So that’s where most entrepreneurs stop. We get lost in this, “How do I do it? How do I do it?” and it turns into procrastination and we’re done. So think about it you guys, how many products have you started on, that you’re excited and see the vision, and you love it, but then you procrastinate for some reason.

His argument, the reason why we’re procrastinating is because we don’t know the how and we’re trying to figure out the how, and we’re like, “Uh..” and we get stuck. If we knew how to do it, then we would just go do it. But we don’t know how, that’s what causes the procrastination, because we’re trying to figure it out, there’s tension, there’s stuff keeping us from moving forward.

So that was the first thing. He said, “The question we need to start asking ourselves instead of how,” So here’s us moving towards this bigger, better vision of this thing we want to create, instead of saying “how do I do that?” Which if we don’t know how and can’t figure it out, it causes procrastination. Instead we need to say who. Who can do that thing? Who already knows the how?

It was interesting, because I had spoken, a couple of people had spoken and Dan got up and he’s like, “I’m 74 years old right now, Russell talked about all this amazing stuff and I was listening because I was excited, but I didn’t try to understand any of it, because I don’t want to know the how, Russell does. But now I know the who. So if I ever want to do that thing that Russell talked about, I know the who and I’m going to go call him and pay him because he is the who, who already knows the how, so it’s not going to cause this procrastination.”

He says, “Us entrepreneurs have to stop trying to figure out the how, how, how, which is what our brains are wired to do, and start thinking who, who, who. So if you have this big, better vision, you never should be thinking, ‘how do I do that?’ you should be thinking, ‘who already knows how to do this?’ Figure out who already knows how to do it, and then they’ll just go do the thing. Procrastination disappears instantly. And if they already know how to do the thing, they’re just going to do it way faster, way easier.”

So he starts talking about this, like when you have a vision for a company, or an idea, or whatever. The first thing you need to be thinking about is who. Who is it? Not, how am I going to do this? Because the how will cause procrastination, which makes the thing never happen. The who helps you open your mind. Who’s that person that knows how to do this? You find that person and they know the how and then it just magically happens.

It’s not that person is going to teach the how, it’s they already know the how. So hire them, pay them, let them do the how and that will move you towards the whole thing. So the whole concept was re-wiring all of our brains to shift to the internal question of not how but who. I thought that was pretty dang cool.

So I’m sitting there in the meeting and I had this idea for a change in our coaching program, the big shiny thing for the Two Comma Club X, I’m like how, because I had this really weird thing in my head all the time, where it’s like how can I serve my audience better, how can I serve these guys better, how can I serve them better? So I’m always thinking through that.

So with the Two Comma Club X people that joined at Funnel Hacking Live, I’m like, how do I serve them better? How do I serve them better? We keep adding cool things and sometimes adding things hurts more than it helps. I’m like, how, how, how? Then I heard this talk and it was like, who? So I consciously was like, okay, this time I’m not going to figure out the how, because it was stressing me out just thinking about all the pieces to figure out the how. I was like, okay who’s the person who knows how to do this?

And instantly in my head I was like, I know exactly who it is. So I messaged that person while I’m sitting there, and 5 minutes later I get a message back from that person, who then introduced me to the other person, who’s the who that this person went to for the who. And this morning I just voxed that who and that who is now running on this thing that I was trying to figure out the how on, that would have taken me another month, two months to implement. Now, my guess is by the time I land in Boise tonight, it’s Friday night, but Monday by the time I get in the office, it’s going to be pretty much done because I got the who, who knows how to do it and it’s shifted everything. And it was interesting.

So I’m trying to start thinking through all my projects where I’m procrastinating. I’m looking at my to-do list, I’m looking at my Trello boards, all the stuff that’s slowly irking forward. I’m looking at them all and I’m like, oh my gosh. All these ones it’s because I’m trying to figure out how am I going to do that? How am I going to do that? I’m getting so stressed out because I don’t know the how, and I’m angry because I’m like, I should know this. My brain, come on stupid brain, work better.

But it’s like, no, my jobs not to figure out the how on everything. It’s to figure out the who, who already knows the how. Figure out the who and then let them do it, and that’s the key.

So it’s this mindset shift we need to start having, it’s not the how but the who. I think, we have a new project we’re going to be rolling out here, well depending on the programmers. Stupid programmers take forever. Not my programmers, we’re outsourcing this project because yeah. They said it would be between three and six months. I’m like, we built Clickfunnels in less time than that. It’s frustrating.

But anyway, the whole goal of that is to help all of us funnel builders to think about the who not the how.  I think one of the biggest problems we have inside of our community is, and I think I’m partially to blame for this. I get everyone so excited about funnels and copy and graphics and all this stuff. So people are like, “Oh, I’m going to figure out how to do this.” And they’re figuring out how to design funnels, how to write copy, how to do videos, how to…they’re figuring out all these how’s, and there’s a lot of how’s that go into launching a successful funnel.

What I want to shift it to, from how’s to who’s. So what we’re building is a really cool directory to give you a whole bunch of who’s. So you’re like, “Oh, I need a designer.” Well, here’s all the who’s that are amazing designers. “Oh, I need a copywriter.” “Oh I need someone to help me with strategy.” “Oh I need someone to help me with this.” It’s like, okay here’s all the things that will give you what you’re looking for.

Anyway, I’m excited. IT’s like the most cool, fun, amazing thing ever and I’m excited. So there’s the lesson for today. Figure out the who not the how. Everything you’re procrastinating on, you’re stuck on in your business, realize it’s a how problem, and you shift it to a who problem. When you shift it form a how problem to a who problem, it will make your life a bajillion times simpler and easier.

A couple other things he said, “If you want to attract the right who’s, that know how to do the how’s, you have to sell them on the what and the why.” Now we’re getting deep right. So he said, the people who already know the how’s, if they’re really good at it, they don’t necessarily just want to, if you want to attract the right who’s you need to share with them the why they are doing it, and what they’re doing. So if they understand the why, then those who’s will do the how’s for you. I hope I got that right.

Anyway, it’s why you gotta share the vision. You’re the entrepreneur, you’ve got this bigger, better vision that you’re excited by. If you want to attract amazing talent, it’s not so much that you can pay them, that helps some times. But the better job you get at really helping them to understand why you’re going after this bigger vision, and what’s the reasoning behind it and things like that, then it inspires them and the right who’s will move forward.

What I’ve found in my business is, the most amazing people aren’t typically money motivated, they’re why motivated. They’re motivated by, oh my gosh, that would be amazing. Let’s move that direction, let’s do this thing.

The last thing that I want to share, because this is the last piece that he kind of threw out. I think Dan said he’s writing a book on this, I don’t know, something. but he said, the title of his presentation of the book or whatever was, “How many who’s to freedom?” At first I was like, “Wait, what?” and he said, “How many who’s to freedom. Not what are all the things I need to learn how to do to get freedom? It’s like how many who’s do I need to have to get freedom?

For you launching a funnel and you want to get to Two Comma Club, it’s not how do I do all this stuff. It’s how many who’s do I need to do it? I need someone who understands funnel strategy. Who’s that? I need somebody who understands really good video stuff. Who’s that? I need somebody who understands traffic. Who’s that? And it’s figuring out the who’s. How many who’s to freedom? Two who’s, three who’s, five who’s? Who are the who’s? Instead of stressing about trying to learn it all, figure out who already knows how to do it, who’s already learned it, and get them sold on the what and the why and then they’ll help you out. That’s the magic.

So how many who’s to your freedom? Oh, that’s magic. So that’s the question in my head right now. How many who’s to my freedom? So I’m going to start going through my most important projects and lining them out and then figuring out the who’s. Not the how to’s, which sucks because I love how to stuff. Any book that says “How to blank” I buy just because I love learning how to. So I’ll still do that for fun, but not for actual business. I’m going to figure out the who’s from now on.

So there you go you guys. Thank you Dan Sullivan for sharing that, I think it’s amazing and hopefully it will help a lot of you guys. Oh, and then one other thing I want to share. I almost want to do a separate podcast on this, but I’m not going to because it’s kind of a shorter thing.

One of my other friends that spoke, his name is Ethan Willis, he runs the backend sales and coaching department for Growth.com, for Brandon and Dean. He did a really good training on coaching and selling coaching and stuff like that, and at the end of it somebody asked him what’s the most important thing that he’s learned or what books has he read, everything? And he said two things that were just so good.

The first thing he said, when he wakes up every morning, his goal is to create the day spiritually before he creates it physically. So in the morning he wakes up and mentally thinks through, “What am I going to do today? What are the processes?” and all this stuff, and he spiritually in his mind creates what in the day is going to happen. Setting out his intentions, setting out all that kind of stuff.  He says when you create spiritually first, then you can go out and create it physically after. When we wake up and start trying to create the day, the problem is we don’t have a plan, things like that.

So he said he creates the day spiritually before he goes and actually executes on it physically, which is fascinating. From a spiritual standpoint, it’s really interesting as well. God created everything spiritually before he created physically, so it’s like we should do the same thing with our day. Create things spiritually before we create physically.

And the second thing, and I share this one because I am not a journal, I’ve never liked journaling. And I’m a Mormon, and the Mormon church, they teach to journal. Keep a journal all the time. I am the worst journal ever. On your mission they want you to write in your journal every single day, I think I wrote in my journal three times. I struggle at journaling, and I think it’s because I don’t understand the ROI on it. What’s the return on investment? Because I’m a big high ROI type of person.

Anyway, what he said is that every night when he goes to bed, he pulls out his journal and he writes. He says, “I write in my journal how God touched my life that day.” So thinking back on that day, what are the things? Where did God help me throughout the day? Oh man, in this situation here he helped me. In this situation….

He tries to identify the things that day that God affected his life, and he writes those down in a journal. And that’s something I could grasp, because as soon as you’re more aware of, like here’s all the things that happened today that helped me, or God helped me, then you start opening your eyes more. You see it more and I think you’re more grateful for it. When you’re more grateful for it, more blessings come, and it’s just this amazing thing. So there’s the ROI.  For people like me who are obsessed with the ROI.

But I think that’s something I could actually get behind and stick with, at the end of the day, pulling out a journal and thinking through the day. Where are all the things where God touched my life today? And then writing those down. And I think as you start doing that more and more will appear.

So I’m going to try to keep a journal. Not a real journal, because I don’t, my podcast and my blogs and my books are my real journal. But I want to keep a journal of just little things where God touched my life each day, because I think as I become more aware of it, more of it will happen. And that pumps me up.

Alright guys, this is longer podcast. I just want to share some of those amazing things with you. With that said, I’m going to go shower, shave, pack up my bags and I’m heading into the last day of the 100k group, and then get home to my wife and kids. I cannot wait, they are the coolest. I hate being away from them, it’s horrible. Alright guys, appreciate you all and we’ll talk to you soon. Bye.