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Marketing Secrets

Welcome To Russell Brunson’s Marketing Secrets Podcast. So, the big question is this, “How are entrepreneurs like us, who didn’t cheat and take on venture capital, who are spending money from our own wallets, how do we market in a way that lets us get our products and services and things that we believe in out to the world… and yet still remain profitable?” That is the question, and this podcast will give you the answers. My name is Russell Brunson, and welcome to MarketingSecrets.com.
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Feb 15, 2018

The quickest way to get your team to help you win.

On this episode Russell talks about how to get over the initial pain when you start something new and create desire. Here are some of the awesome things to listen for on today’s episode:

  • Find out why starting a new business is similar to starting a new sport, because it doesn’t get fun until you have a win.
  • Hear the fun story of Russell’s first win in wrestling, and how that is what made him decide that he was a wrestler.
  • And find out why you need to start will small wins in order to work your way up to the big ones.

So listen here to find out why you need to be able to have a win, in order to create desire, in whatever it is you are doing.

---Transcript---

What’s up everybody? This is Russell Brunson, welcome to the Marketing Secrets podcast. On today’s episode I’m going to talk to you guys about how to get yourself and others past the initial pain, so you can get to desire, fast.

Okay so today I want to talk to you guys about something that I was actually having a conversation with John here in my office a few minutes ago, and it came up. He was talking about, and John is the guy on our team that runs all our traffic, he’s amazing, and he was a ballroom dancer growing up, in high school and then college, and right now his kids just started learning how to dance and we were talking about that a little bit.

And he said, “It’s probably kind of like you, you’re teaching your kids how to wrestle right now, and how excited you get watching them.” And then we started talking about just how hard it is at first though. When my kids and also me, first started wrestling, at the very first it’s not fun, because you’re bad and you go out there and get beat up by a lot of other kids. In wrestling it’s not nice, they beat on you and it’s really bad. And John was talking about in dance, it’s the same thing. You go out there and you’re really bad at first.

So looking at ourselves as coaches, if you listen to my recent podcast, as you grow in your company you go from being an entrepreneur to being a coach of coaching your team. That’s how your progression grows as you try to scale companies. So I’ve been looking a lot at how do I coach? How do I my team better, and how do I coach my kids in wrestling?

It’s interesting because when somebody first starts a process, it’s not fun. In fact, it usually sucks at first. And it doesn’t matter if it’s wrestling or dance or if it’s Facebook ads, or building a funnel. Whatever, there’s this part at the beginning that sucks, where you have to get through the initial pain. You have to get through the pain of learning and trial and error and the frustration. And it’s tough. So how do I get people past that initial pain to the point where you actually have success and you like it and you desire it?

I was thinking back on my wrestling, and I think I might’ve told this story before, but when I was wrestling growing up, I started in 8th grade. Actually, I started when I was really young, and I guess I hated it. So I did a year when I was 5 and then my parents said I quit because I hated it. So I started again in 8th grade and I was like, it’s kind of fun but I didn’t really like it. I was just kind of there because my dad was making me and I was getting beat up a lot and I was like, this just kind of sucks.

Then I started learning and then 9th grade started and I still kind of like, I was going to practice and my dad would come after practice and try to train me so I wouldn’t get beat up as bad. I wasn’t good but I was kind of figuring it out a little bit. I still remember I had my first wrestle off and I wrestled this kid who’d been wrestling for 2 or 3 years and I beat him, which meant I was going to be JV. I was so scared because that meant I was going to be in a match, it was going to be in the middle of the gym and everything.

So that week the tournament, or the wrestling match happened. I still remember wrestling Brighton High School, and I go to weigh ins, and in weigh ins I go and step on the scale and then the guy steps on the scale after me and he’s this guy and he has a mustache. To this day I still can’t grow a mustache. And he’s on there in a mustache and I’m like, what in the world?

I remember going out and going up to the gym and they had the wrestling mats out and getting warmed up, and the only people in the stands were my mom and dad and like 3 other parents and that was it. Everyone’s going out, everyone in the first match is going out, and the second, and I’m getting so nervous. Finally it’s my turn and I go out there and I’m in my singlet, super nervous and awkward and there’s this guy across from me who’s got a mustache.

I was like, this guy, this is real, this is a big dude. So I shake his hand we started wrestling and at the end of the match I won. I remember getting my hand raised and looking up into the audience and seeing my mom and dad, seeing my dad jumping around. From that moment forward I was a wrestler. That’s when I got the desire I needed.

When you have desire it becomes easier. When you have desire, you’ll do anything. I wouldn’t eat for four or five days out of the week to cut weight, to make weight, because I loved it so much. When desire happens it becomes easy.

So a lot of you guys, it’s the same thing. In business you kind of want to do it and there’s kind of that phase in there where you’re like, “Do I do it, do I not do it?” And a lot of people get stuck in that before they ever get the desire. When you get the desire it all becomes easy, because now you’re obsessed with it, you’re going to read and study and do it whether you’re successful or not. You don’t even care, you’re just going to go, go, go because you got that desire.

So for me, it’s like as a coach of you guys and also a coach of my team, and now my kids, it’s like how do you create that initial desire fast? You have to get past that initial pain and learning curve so you can get to the desire as quick as you can.

So that’s my question for you, for yourself, for your team, for everyone. How do I get past the pain and get to the desire? Because when the desire hits, it’s fun. I always tell people I’d rather have kids with desire than kids with talent. Because talent doesn’t mean you’re going to be successful, desire does. In fact, I never thought I was a very good athlete growing up, but I had insane desire. Same thing in business, I don’t think I was the most charismatic, I was nervous, I talked too fast, still kind of do a little bit. But I had desire and I loved it and became obsessed with it. So that’s the key, getting past the pain until you have desire.

So for yourself initially, look at yourself. Are you in this pain point? If so, it’s like how do I create desire? How do I make it so I’m obsessed with this thing, where it’s fun and I love it and I can’t stop thinking about it? That’s what you gotta get to because that’s when it becomes easy. It’s not work anymore, it’s just fun.

With my kids I’ve been thinking about that. How do I get them to have desire? Wrestling, the best way to get desire is to get a win. Right now, and especially when my kids first started, they wanted to quit every single day. They’d come up to me literally on the water breaks, “Hey dad, can we quit now?” I’m like, “Dude, we’re in the middle of practice.” They’re like, “Well, can we quit now?” “ No, you cannot quit.” And then they go to matches and just get beat on. And it’s like, I have to get them good enough that they can win, because when you win, then you’ll get desire.

So I think for you guys, it’s like how do I create that initial win in your business, in your life, in whatever it might be? Because you get that first win, you taste it. I got my hand raised and I’m looking at this guy with a mustache and I beat him, boom, that’s when I had the desire. That’s when I became a wrestler. That’s when, for you, when you became an entrepreneur. That’s when you became whatever it is for you.

So how do you get those quick wins fast, so you can create desire? How do you get past that initial pain? A lot of entrepreneurs come to me initially, come to me like, “I have this idea a for a project, Russell.” And they give me these projects that are insanely big. I’m like, “That sounds amazing. If you had ten million dollars in funding you should run after that. But you don’t. So let’s pick a smaller thing. Let’s get a win. Let’s practice.” My first win was a little product called Zipbrander. And then how to make potato gun. And then a form fortune. These little stupid things that were little wins, but then that little win creates the desire, and then that desire is what drives you to the big wins.

So think about that for yourself. How do you create those little wins? How do you get past the initial pain so you can have a win and get desire? When you’re training new people on your team, how do you give them the initial win so they have desire? So I’m putting it out there as a thought. I don’t know the answer, it’s different every situation. But just know that’s your goal, to get past the initial pain of a new thing, so they can create desire, then from there, they’ll go on their own, and it’ll run and be easy.

So I hope that helps you guys, appreciate you all. Have an amazing day, and if you are on iTunes right now, please go like an comment. We just opened up a new channel, which is where you guys are on right now. So if you go comment on the new channel, that’d be awesome. If you are on the old channel still getting these, you are not able to leave a comment. But if you go to iTunes and search for Marketing Secrets, you can subscribe to the new channel and you can leave a comment, which would be awesome. And if you are here on YouTube watching this, please subscribe to our channel, like it, leave a comment and I’d really appreciate that. That’d be awesome.

Thanks again you guys and we’ll talk to you soon. Bye.

Feb 14, 2018

A private vox from inner circle member Bryan Bowman that I thought would benefit you.

On this episode Russell plays a voxer message he received from Bryan Bowman about burnout. Here are some of the cool things you will here in today's episode:

  • How whiteboarding helped Bryan re-light a fire within him.
  • And what two questions should every entrepreneur be asking themselves to avoid burnout.
So listen here to find out what Bryan Bowman has to say about burn out, and he how got fired up again.

---Transcript---

Hey everyone, this is Russell Brunson. I want to welcome you to the Marketing Secrets podcast. Today I want to share with you guys a very special voxer message I received from one of my inner circle members, that had a big impact on me and I think will have a big impact on you.

Hey everyone, a lot of you know in my inner circle program, I do a lot of cool things. In fact, we had a podcast episode earlier this week showing the behind the scenes of one of our Decade in a Day calls with Dana Derricks. One of the big benefits is that people have the ability to vox me. And vox is kind of like a walkie-talkie app, and we voxer back and forth. And one of the guys in our inner circle, his name is Bryan Bowman and he’s one of the coolest guys I know, someone I have so much respect for. He’s one of our speakers at Funnel Hacking Live, and just an amazing, amazing human being.

He doesn’t vox me a lot of questions, but he messaged me last week and sent me this message that was about 4 or 5 minutes long, and it had a really profound impact on me and I thought that some of the insights from it were really, really powerful and I wanted to share them with you. A lot of things, one of them is like, how do you know if you’re feeling burn out? Is it burn out or something different? And what can you do to kind of get out of that burn out phase?

He also talked about two really powerful questions I think all of us should be asking ourselves often. And then he talked about, just some cool stuff. I don’t want to ruin it for you. You guys will hear here in a second. But I want you to pay attention because this was kind of a private thing that he wasn’t planning on sharing with the world, but I asked afterwards if I could get his permission to share it with you guys. And luckily for me and for you and for all of us, he said yes.

And I think there’s some really powerful insights in here that will help you as you’re trying to share your message and trying to change the world in your own little way. So I’m really excited to share this voxer message I got from Bryan Bowman. Hope you love it and we’ll talk to you guys soon.

Bryan: Hey, what’s going on man? I’ve been a little radio silent for a little bit. So I just wanted to make sure I touched base with you. I’ve been doing a lot of like introspection, it’s been really interesting. I felt this weird, I thought it was burn out, but I don’t think it was. I think it was more about, I just need to clean house a little bit, in my purpose and in my focus.

I thought it was burn out, it was kind of freaking me out, because my thought was like, Man, am I burning out? Am I just too stressed? What is it? It could well be, but it felt different. It was really interesting, so I just wanted to share it with you because it was pretty cool, man.

I started whiteboarding and just really, I find when I’m whiteboarding I try to really open up and just free flow, right. To kind of tap into that subconscious a little bit. I wrote on the board, because I’ve been, I had this like conflict and I just have not had the fire, man. It’s weird. And I just can’t operate in any other state. I cannot operate in a routine, roped, “do this, do that” kind of routine. I need to be like blazing on fire, or what’s the point? Probably like so many entrepreneurs, right?I just have not been able to get there, and dude, this was so cool and I really believe it was a message.

So I wrote down, I was writing all this stuff, and then I was like, “Oh that’s good. That’s good.” And I started writing and there were two questions. And the first one was, “Do I believe in the product I’m selling? Do I believe in the product?” Not even selling. But “do I believe in my product?” And “Am I the right person to deliver it?”

When I got that out, and I’ve never thought about this or anything. But when I got that out, those two questions, it was like, I almost felt like it was right in front of me. It was so crazy man. And then I just started going down that rabbit hole, and what that led me to was really getting clear on what it is that I’m trying to do for my tribe and am I really the right person to lead them.

Just to make sure, for me it was almost like a checks and balances thing. Staying authentic to what it is I believe I can lead them on. Not doing something else, just because it could open up some opportunity. And if there’s something I believe that a product needs, and I’m the right person to deliver it, then to make sure that I master that, or that I really go down that path, because I’m the one who’s sort of called to lead them at that. That’s my obligation.

So it was really interesting and I wanted to share it with you because I thought it was pretty cool. And it really reminded me, I really believe in like, there’s a balance in things. And I think most people believe that. But I really think there’s an actual, the whole universe is built on sort of math. Like mathematical equations and I believe God is probably an amazing, obviously he’s probably pretty good at math. But I believe it’s a very, the mind of God, I don’t know, it’s a very mathematical mind. Because I believe there’s this equation, an energy.

It’s so interesting, I was thinking about your book. I was at Whole Foods and I was eating and I was like, probably people overlook I think the most important part of your Expert Secrets book is. It’s the part where you say to go do the work for free first. And that’s the part I think everyone, they probably think you’re saying it, at least this is how I interpret it, they probably think you’re saying it because it’s like, go get case studies to get proved testimonials and then that will make your pitch more effective. And I think they miss the fact that no, it’s like you’re creating a depth in the equation. You’re creating a vacuum that needs to be filled. That’s a principle of the universe, empty spaces get filled. That’s why water will go through and fill a space. You’re creating a Imbalance in the equation that has to be balanced.

So it’s so critical, everyone wants to be an expert without creating the imbalance first. The imbalance is like, you put in the hard work, you gain the expertise or you create value and then that gives you the angle, it creates the imbalance in the equation that needs to be balanced, which is you going out and being a leader and all that.

So it’s really interesting man. It’s kind of like how tithing works too. I mean everyone has their reasons. If you believe in God and you believe that’s the word of God, you’re supposed to tithe, there you go. But I mean, I think I remember you talking about once, like Dan Kennedy’s like, “I don’t know, tithing works”. He wasn’t, as far as I know, he wasn’t really religious or spiritual or anything, but he’s like, “It just works.”

Well yeah, because it’s a principle, it’s just a law. It creates an imbalance in the equation that has to be balanced. Anyway, yeah dude, I’m just ranting. This is officially the longest voxer I’ve ever left you. Maybe I just miss voxering you. Hopefully you’re good man, it was great seeing you on the live. Yeah, I was thinking about you man. Alright, talk to you soon, dude.

Feb 13, 2018

Listen as “The Goat Farmer” drops some powerful Q & A during this episode of Marketing Secrets.

On this special episode Russell is interviewed by Dana Derricks for Decade in a Day. Here are some of the fun and informative questions you will get to hear the answers to:

  • What would be the one thing Russell would suggest anybody starting out in business should focus on?
  • What’s Russell’s biggest secret to building funnels?
  • What Russell wishes he would have done differently?
  • And what Russell’s team relieves him from?

So listen here for the answers to these questions and many more from Dana Derricks.

---Transcript---

What’s up everybody? This is Russell Brunson, welcome to Marketing Secrets podcast. I’m so excited to have you here. Today I’m going to share with you a behind the scenes interview with my man, Mr. Dana Derricks.

Hey everyone, welcome back to Marketing Secrets. If you have not yet subscribed, if you are on iTunes, please subscribe and leave us a comment. If you are watching this one YouTube, please click on our YouTube channel and subscribe so you keep getting amazing videos like this.

Right now, what I want to share with you guys is behind the scenes of an interview that happened earlier last week. Dana Derricks is in my inner circle program, he just started year number two and when someone joins my inner circle, or they re-up after a year, I let them be part of what we call Decade in a Day.

Decade in a Day is basically where I take a decade of my life experiences, my business experiences and jam it into a day for that person. Basically I do this about once a month with my inner circle members. And it was really funny because this time, Dana showed up and instead of just asking me a bunch of, or instead of doing a normal consult back and forth, he just came back and said, “Hey I have a whole list of questions I want for you.”

Some were really good questions, some were off the wall, there were all sorts of place, it was hilarious. But there was some really powerful, strong things that came out of the interview and I thought between the humor and the gold, I thought it would be awesome to share with you. So I asked Dana if he’d be willing to let me share this with you guys. And luckily for me and for you and for everybody, he said yes. So I want to take you guys behind the scenes of a Decade in a Day call with Dana Derricks.

Like I said, for those who don’t know Dana yet, you will appreciate and love his humor. He is a goat farmer, he’s speaking at Funnel Hacking Live, and some of these questions are amazing. With that said, we’re going to jump over to the interview and have some fun.

What’s up Dana?

Dana: Yo! What’s up?

Russell: How’s it going man?

Dana: Good, good. How are you guys doing?

Russell: Amazing. (Other people greeting and cheering.)

Dana: Oh this is going to be great.

Russell: This better be great.

Dana: Yeah, no pressure, right.

Russell: We were betting before we turned it live, we’re like, “Is he gonna have any goats in the office with him?”

Dana: Well, if it wasn’t so cold, I probably could have made that happen.

Russell: That’s amazing. So obviously, I know you really well. Do you want to tell everyone who you are, who doesn’t know, and then we can have some fun?

Dana: Yeah, we can do that. You’re in for a treat by the way. You’re going to like this, I’m glad I’m last. Whoever set that up, kudos to them. They deserve some treat, Mandy.

Oh man. Hold your breath.

Russell: Literal or no?

Dana: You’ll be fine. You ready?

Russell: I’m ready. Ready to rock and roll.

Dana: Are we live?

Russell: You’re live.

Dana: I thought you had to press a button or something. Hey what’s up everybody? I’m a goat farmer, I don’t know technology very well. We’ve been live for 5 minutes, I’ve blown 5 minutes of my time. If you don’t know me, my name is Dana, I’m a goat farmer that Russell let into the inner circle. Also I write copy. And that’s about all.

Russell: And books, a lot of books.

Dana: Oh yeah.

Russell: I got a few books from you this week and I was like, “Did you write both of these this week?” amazing.

Dana: Kinda. Yeah did you get that package?

Russell: Yeah, that was amazing. Thank you.

Dana: Oh yeah, no, for sure.

Russell: It was like, here’s the salad you can eat now and here’s what you can have after the BORT. Did you hear we changed it from BART to BORT?

Dana: You did?

Russell: A Big And Ripped Transformation and BORT is Big Or Ripped Transformation, so you get to choose. We’re calling Bart- Bort now. So feel free to do that, he’ll love it.

Dana: Bort Miller, I love it. Yeah dude, the secret about sending stuff in the mail is it’s a lot harder to opt out of receiving mail in the mail, as opposed to like email. So that’s kind of the trick.

Russell: During your presentation you should show that clip from Seinfeld where Kramer’s like, “I’m out.” And he breaks up his mailbox.

Dana: That’s good. I like that. And you can tell when they do opt out because your stuff comes back to you. That’s awesome.

Okay, so I guess I have something prepared. I don’t have slides or anything. I don’t really understand technology that well. So I have a list of just a bunch of questions I’m going to ask you, if that’s okay?

Russell: Heck yeah.

Dana: Alright cool. So there’s going to be three sections. The first is just business, the second is life, and the third is whatever questions we’re going to open it up to. You guys can ask me, feel free to pick my brain all you want. And then the audience can interject. I don’t know where they are, but if you guys can see anything that they’re saying, let’s do it. Cool?

Russell: Let’s do it.

Dana: Alright, I might, if you start talking too long, because I’ve got this spaced out just right, I’ll probably just cut you off, okay? Don’t worry about it, I’ll control the time. We’ll start off easy okay.

What would you estimate to be the ROI on the spend of one goat over a twelve month period?

Russell: For average humans or for Dana?

Dana: You’d be surprised. I’d say average humans.

Russell: For an average human it’s probably not very good. You can milk goats, right?

Dana: You can.

Russell: Can you eat goats? You probably don’t eat goats, do you?

Dana: I wouldn’t advice it.

Russell: You milk them, you shear them to get wool?

Dana: No, they have weird fur.

Russell: So just milk. Alright.

Dana: Pretty much, milk and cheese.

Russell: Milk and cheese. I bet you double the ROI. I bet you pay a thousand for a goat you get $2 grand back?

Dana: That’s really close. That’s real good. Did John tell you that.

Russell: No, that was off the top of my head. I had no idea.

Dana: Nice. Good, good. You’re going to have goats soon.

Russell: I have astro turf on my field now, they can’t…

Dana: They’ll eat it, don’t worry. What would be the one thing you would suggest anybody starting out in business to focus on?

Russell: Like the initial, when you’re first, first beginning?

Dana: Yep.

Russell: Probably focusing on developing yourself through serving other people, until you actually become amazing at whatever it is you want to sell in the future.

Dana: So other people’s results instead of your own?

Russell: Yeah. Go and serve people, get results, then that becomes the catalyst for everything else.

Dana: Nice. What would be one thing you would suggest, anybody that’s already having success, to focus on?

Russell: Is this going to become a book someday? This is like the chapters of a book. He’s pre-writing it, he’s making me write the book for him.

Dana: Getting content one way or another.

Russell: I can use this time however I want Russell. So people who are already having success, I would say the biggest thing is, a lot of times, especially with creators, we have success and then we get complacent for a while because I think initially when we start, a lot of times we are thinking about ourselves. And then you get to the point where it’s like all your needs are met. And most people sit complacent until they realize that this has nothing to do with them. Then you transition back to how do I serve people more? That’s when the next level of success happens.

For me, business for me was selfish for a long time. I was trying to figure out how to make money, then my needs were met, and then more so, then it’s like, now what? It wasn’t until I really started focusing on the contribution side of it, then all the sudden, then it lights you back on fire again because you don’t….someone asked me yesterday, why don’t you sell for whatever? And I’m like, I don’t need money at this point in my life, this is about the contribution which is like, the exciting part. Money gets dumb. After you pay your house off, you’re like, well I don’t know what else to do.

Dana: {Inaudible} Okay, awesome. Love it. What’s your biggest secret to building funnels?

Russell: I don’t start building a funnel until I’ve found another funnel that I’m modeling, like a concept. So I’m always very clear of this is where we’re going. And number two I focus most of the effort or energy on the copy or the stories. Each page in a funnel is its own story that you’re telling, you’re crafting to get them to take the next action, and that’s where we focus. Anyone can do a funnel now with Clickfunnels. Woo hoo, I’ve got a funnel. It’s like understanding and mastering the story, even the short form story. I’ve got a headline and an opt in box, what’s the story I’m telling there? What’s the story on the landing page, and the upsell page? Basically taking the Perfect Webinar structure and breaking it down into, over a set of pages and orchestrating the whole thing together. So that’s where I spend most of my…

Dana: Okay, would you also say it’s like, then connecting the dots too? It’s like taking them on a journey. Because people think you just throw them in the top and then they end up in the bottom. But you have to hold their hand throughout.

Russell: Yeah, hold their hand and it’s like, when I’m doing a funnel I always think about if my mom was to come and buy this thing….like let’s say she bought this superman little thing. She’s like, “This is awesome.” And then she buys that and then she looks and “What should I get next?” and I’d be like, “Okay, let me explain to you why you need the next thing.” And it’s not like, I get people who all the time that ask me, their questions are like, “What price point should my upsell be?” and I’m like, that has nothing to do with anything. Price point is completely irrelevant. They just bought this, what’s the next logical thing that they need or they think they need to get the end result they’re trying to get. Whatever the price is, doesn’t really matter. It just doesn’t logically make sense. “I have this, now I need this, and this is where I’m going.”

Dana: Dude, you’d be such a good goat farmer, because it’s like, they get out, they’re in the neighbor’s yard. So you gotta go over there to get over there, and you gotta bring just enough treats to get them back into your yard. So now they’re in your yard, which is an improvement, but they’re still not in the pen. Then you gotta get them over to the gate with another set of treats. Then you gotta keep them there long enough to get the gate open and then get them back into their actual pen. It’s the same thing as funnels, right?

Russell: Goat funnel secrets. You should tell this, that’s actually really cool. That’s what you’re doing, that’s the name of the book we’re writing right now, isn’t it?

Dana: Maybe. That’s awesome. What’s your biggest secret to traffic and getting people into your funnels?

Russell: You know the answer to this already. But our biggest focus is Dream 100, at all levels. SEO’s Dream 100, PPC’s Dream 100, Facebook ads Dream 100. Dream 100 is affiliates. So it’s like, I’m a hyper, big believer in we’re not going to create traffic so who’s already congregating to that traffic, and then we Dream 100 them from every level, every aspect. We’re doing SEO stuff right now and it’s like, it’s funny because everyone’s like, “How do we get back links?” and it’s like Dream 100. “What do you mean?” I’m like, “Find who’s got the best blog with the best traffic, the best page rank, we Dream 100 them and get an article, and then that gets the dream link we want back and that solves all problems.”

Dana: Awesome. What’s your biggest secret to converting traffic once they’re in your funnel?

Russell: I always say that the world we live in right now, there’s two steps. The front end direct response, it’s all conversion to get somebody to do whatever to get them into our world, and then when they’re in our world I transition from, I don’t transition away from direct response, but I layer in branding with direct response and now it’s like personality and direct response principals together. Because the front end doesn’t, personality doesn’t get somebody to opt in, typically a new person. It’s like hard core curiosity, the right hook to get somebody in, and after they’re in, to keep them there, it’s like I instantly transform into brand and personality and things like that.

The better connection I can build with people the faster, the easier the conversion is. So it’s like putting in all this time and effort into building trust, rapport and the conversions become easier and easier afterwards.

Natalie Hodson did a video I think two nights ago. I watched it last night, a Facebook live. It’s her like, “Don’t buy my courses.” And then told her whole story about why she started doing this and how she, it told her whole story of how she came into this business and how much money she has to put in ads to sell a book and how she’s able to have…told that story and I told her, I voxed her like, “This is so good. Everyone who opts in, make them watch this first because they will instantly love you, and then they will buy everything else you have from that point forward.”

But that would be horrible as a front end ad. Nobody would ever buy off it. But you convert them in, use that attention now to build a brand and a connection and then conversion becomes super easy. Now its just taking them on a story of your life and you’re offering them bits, the story of how you created that and how that story comes back to them.

Dana: Love it. So with that too, that’s part of the strategy of entertaining and putting out, just letting them into your life. And I think it’s important for people to know too because ultimately, looking at the stats, that stuff you could argue is a waste of time, but at the end of the day it’s not because you’re doing exactly what you’re suggesting, that’s the overall strategy on that, isn’t it?

Russell: 100% Because I could do an offer nowadays not to my own audience, if I try to drive traffic to it, it would never convert. But I do that same offer to my audience and we’ll do a million dollars in a webinar because it’s like, they love me, they trust me at this point, they have a connection with me, if I’m creating it, whereas with cold traffic it wouldn’t work. 

It’s that, I don’t know, when I got started in this game it was 100% direct response, and there was like the branding guys who I always hated. And now it’s like, the mushing of those two worlds together. Direct response to get them in, and then the branding to build a connection and then the hand off is like, I think that’s the future of marketing. Those two schools of thought merging together into a super power.

Dana: That’s awesome. I totally get that as a direct response guy. Okay, before I ask the next one, I have to just throw a disclaimer. I was not involved in all of the question selection. So, just putting that out there.

Okay, so I wanted to clear the air and dispel the rumors. Is the CEO of Lowkey Pages actually running the company from prison?

Russell: I think so.

Dana: Okay, awesome.

Russell: I’m pretty sure.

Dana: Must be, with the branding it makes perfect sense.

Russell: Did you know that the real CEO of the real Lowkey Pages got, anyway, I probably shouldn’t say it publically on video. Never mind.

Dana: I didn’t do any back research on that one, that was a mistake. What’s your best advice for somebody deploying the Dream 100?

Russell: I think it’s understanding tiers of levels. When I first got in this game I remember the people that I was trying to connect with were Joe Vitale, Mark Joyner, all these guys who were legends and I tried so hard to get their attention. No matter how creative I was it just kind of fell on deaf ears. I remember being offended and kind of upset at first, but I was, I don’t know, I was just kind of a nobody at the time.

So after trying it out for a while and not having success I was like, this doesn’t work. Then I met a bunch of people that were kind of at my same level, or a little above me, but they were approachable. It was guys like Mike Filsaime, I don’t remember who it was back that, but a bunch of guys like that. We were all kind of the same level. So I started connecting with them with Dream 100, and because they weren’t up here, they were here, we became friends and we also crossed with each other, helping each other. It was cool. In a very short period of time, within a year, year and a half, all of our businesses came up to these other guys.

At that point I started contacting these guys again and they were like, “Oh I see you everywhere man.” And I’m like, “I’ve been sending you stuff for years and you never respond back.” And then they answer your call and it’s like, “Yes, send a package to Tony Robins, that’s amazing. He’s probably not going to do a deal with any of us.” It took me 10 years to get Tony to finally promote something, 10 years of my life, and he was like, “Russell’s book is awesome, you should read it.” But 10 years it took.

That’s awesome, but what’s better is look around at the market right now, and who’s kind of at your level and start connecting there. It may not be a billion dollar win over night, but a whole bunch of little wins add up and eventually you’re best friends with whoever you need to be up here, at that level. So I think that’s the biggest thing I would tell people.

Dana: Man, I hope the inner circle is listening. Because that is a great lesson for all of us. There you go. How many times were you on the verge of completely giving up?

Russell: Like how many days did that happen or like….

Dana: How many different times do you think?

Russell: There were a lot, one happened early. It lasted a couple of weeks. Oh, I’m going to figure out the piece. After our company collapsed and I had to lay off 80 people overnight, it was everyday for two years. I would have quit if I didn’t have tax obligations to the IRS that would have thrown me in jail if I would have quit. I had some really good motivators. For two years I hated this business, and I did not like it even a little bit. Until we finally paid the IRS off, it took that strain off, where it’s like, now creativity could happen again and then it became fun again.

But a lot of times, I sometimes nowadays even, it’s funny because some days it’s like, why are we doing this? I don’t know what causes that, but I think for me, whenever that does happen it’s like a selfish thing. When I’m thinking about myself more, but what’s cool is I’ll go to bed and sit there miserable and see my phone and I’ll see a bunch of voxers from people and every time I have a voxer and someone says something nice to me I star it.

So I have a whole list of starred ones, so I’ll go and listen to those. And all these people who are like, I got one of yours in there, I got other people. It’s just like, you hear them, their gratitude for what you’re doing. Thank you for what you do…it’s like alright, that’s why we do this. Then we’re back into the game. So it’s less often nowadays for me, for sure. During the down times it’s tough and it happened a lot.

Dana: That’s awesome. Okay, cool. And he’s definitely not lying folks, because when I was out there writing copy for you, I remember somebody did something stupid, I don’t know, somebody said something or whatever and you got like, “Geez, seriously?” You’re like, sarcastically I think you said, “I don’t want to be CEO anymore. I just want to create stuff.” And I’m sitting there in the corner, thinking, I glance over at Dave thinking, “I’ll be CEO.”

Russell: I want your problems, Russell. That’s awesome.

Dana: Yeah, so I’ll be on deck.

Russell: I think about this a lot. My goal was never, 15 years ago when I started I wasn’t like, “Someday I’m going to be CEO of this big, huge company. I’ll be on video.” No, I just wanted to create. For me this is art. Why do I keep creating funnels? People are like, “Your company is doing great.” It’s the art for me. I’m an artist, this is how I do my art. I just love it. A lot of times I would much rather hang up the CEO hat and go back to the art of doing the thing.

Dana: Yeah, it’s awesome. Looking back, what do you wish you would have done differently?

Russell: From Clickfunnels as a whole, or business as a whole?

Dana: Yeah, let’s look at business as a whole.

Russell: I think, man, the first 10 years of my life I was running around trying to be all things to all people, and like 3 ½ - 4 years ago was the first time I was like, kind of set my flag in the ground what I was going to do. As far as Clickfunnels as a whole, looking back on it now, I would have started a software company way faster. That’s 100% sure. Of all the business models I’ve done, it’s the one I like the most.

But I would have done it different too. I think if I was to start over from scratch, I would have just done Clickfunnels and that would have been it. We wouldn’t have had Backpack and Actionetics and all these other things. I would have made it simpler. I look at some people have software where it’s sticky but it’s simple. Like it does one thing. There’s power in that. You’re tech team can focus on making that one thing better and better and better as opposed to…

Like right now, our biggest problem we’ve had until just recently is our tech team can focus on this part over here, and it’s like, “Okay, everyone move over here and over here.” So now we’re at a point where, as we did that the last time through, we are taking focus here. We hired a whole bunch of people to learn it while they were in there focusing and then we left, and now they’re focusing on making it better.

The mistake is three years to get to that point. So I think I would have made simpler software that everyone could focus on one thing. That’s the thing too, with Clickfunnels I have so many messages I have to sell now, so many. I would have focused on just a simple message, simple tool, simple thing.

Dana: I love that. Do you know what a Juicy Lucy is? The burger?

Russell: No, sounds amazing.

Dana: It is. It might be a Minnesota thing. So Brandon and Kaelin flew out for a Viking game and then we went and hung out for a while and they took me to this bar in this weird neighborhood, it was really sketchy, to get a Juicy Lucy. So it’s basically a burger with cheese in the middle, and it was this place called Matt’s Bar in St. Paul, Minnesota, it’s world famous.

Anyway, we get in there, and I’m with Brandon and Kaelin, we get in line for the burger, it’s just a nasty looking place, really bad, but great burger, world famous. And what we noticed was, they served us the burger with fries and ketchup and a napkin in a crappy little basket, and then we had water. And then I think it was Kaelin, was like, “Hey, do you have ice?” And they’re like, “Nope.” A bar without ice. And I was like, someone else asked for something but then I asked, “Do you guys have a fork?” “Nope.”

So they have Juicy Lucy’s and French fries, and they do that better than every other person and that’s why even despite all their shortcomings they’re the best. So it’s a good a lesson, I think, for everybody.

Alright, lightening the mood a bit. Did you know that James P. Friell is actually a really nice guy, deep down?

Russell: He’s actually a nice guy, deep down.

Dana: He is.

Russell: I see glimpses of that, I think it’s possible.

Dana: Is he there? Where is he? He has the day off.

Russell: Did he leave for the day?

Woman: I don’t know. His computer’s here, I don’t know where he is.

Russell: His computer’s here. We’ll make fun of him when he gets back.

Dana: Of course he’s probably skipped out early. Okay, what are you glad you did and wouldn’t change, business wise?

Russell: Biggest thing I’m glad I did, and this took me 12 years before I did it, was actually bringing in partners. I was first 12 years like, “No, I’m Russell. I’m the guy who started this business, blah, blah, blah.” So because of that, you could hire people, but that’s it. Clickfunnels came around, Todd and I sat down and brainstormed the whole thing with Clickfunnels and he’s like, “Hey, I’m only going to do this if we can be partners instead of like an employee.” And I was just like, ugh. And the prideful Russell was like, “No, I’m not…” but then I was like, witnessing my whole business crashing, I’d been humbled a lot. I was like, “You know what, let’s do it.” And it transformed everything.

So grateful for that, and I think if I was ever to start a company again, I think my first step before everything, would be assembling my Avengers team, or my Justice League team, whatever you want to call it, before it got started. I need the best in the world of these 5 spots. I gotta identify, here’s the 5 or 6 people, the things we need and I’d go and spend the first year just recruiting those people and getting them in place, then create the thing. Instead of starting as an entrepreneur and hiring employee one and employee two, it’s so much faster just to go the other way around.

Dana: Awesome. What’s the craziest thing you’ve ever sent in the mail?

Russell: Physical mail?

Dana: Mmmhmm

Russell: I don’t have mine, but I’m going to tell you my friends story because it’s the craziest ever.

Dana: I think I know it but..

Russell: Did I tell you this already? So my friend, he pooped in a box and then he mailed it, and apparently it’s a federal offense to send poop. He did it at college and the college mail room got it and smelled it, and he actually got expelled from Brigham Young University, but it never went through the mail. But apparently it’s a federal offense to mail poop.

Dana: Wow, so it got intercepted before it departed from BYU campus?

Russell: It could have been bad.

Dana: Wow. Okay, so I don’t recommend that.

Russell: I think the weirdest thing I’ve ever mailed, not mailed but it was like pizza, I’ve done this a lot of times, called up a pizza delivery place wherever a guys at and deliver like 10 pizzas at once. Stuff like that.

Dana: yeah, just to get people’s attention.

Russell: Yeah, it works good.

Dana: Love it. What’s something that having a team relieves you from?

Russell: It lets me, like right now with Clickfunnels people ask me, “How do you keep up with the software?” I’m like, I don’t. I use it and I complain and that’s all I do. And that team does everything. So I don’t have to worry about that. I only have to focus on the part I like, which is the marketing. And that’s all I have to, I get to stay within my unique ability and not the blend of all other things. And I think that’s the key of, in fact, James P. Friell if he were here, he’d quote some famous old guy who said something that was really cool.

But the division of labor, something, something. There’s the quote, he can find it for us. Basically letting me do my unique ability and having every other person do their unique ability as opposed to other things. Mandy, when she started coaching with us, it was really cool. She gets to focus on the coaching of it. At first I was like, “Okay and then do this and this and this.” And then she struggled. The administration of it wasn’t very good.

Melanie is amazing at administration, how about Melanie help Mandy, and now it runs awesome. And Melanie is the most amazing person at that in the world. So it’s like, everyone has a good and unique ability, whereas I used to try to bring someone in a role and give them 30 things to do, because I thought they should all be able to 30 things. When they did one thing with their unique ability and everything else just sucked.

I did a podcast on this a little while ago, but I think the reason is because as entrepreneurs, we start the business initially and we have to do all 30 things, and we suck at most of them, but because we have so much brute force, we have success. And then we hire people, expect them to do 30 things like we did, and that’s the wrong way to look at it. You bring someone to do the one thing and be the best at that. They take that piece away from you and do it a million times better and then you can keep doing that. That’s what gives me the ability to do that, just focus on my unique ability and just nothing else.

Dana: Love it. I reserved 30 second timeslot for you to give a shameless plug to something you’d like to sell, starting now.

Russell: Hey everybody, welcome to the pitch section of the Decade in the Day. I would really like to sell, I have nothing else to sell these guys. I kind of want to do….I got nothing man, I don’t even know. Oh I know what we can do!

Okay, you see this book, it’s pretty cool. This book I’m not going to sell, but we just wrote a book called Network Marketing Secrets for MLMer’s, and it’s exactly this thin and it’s got cartoons like this in it. It’s so awesome. So that’s going to go live in like a week and a half, so you guys should go buy that, even if you’re not in network marketing. Just to support me and to funnel hack me.

Dana: Awesome, love it. How do they get it? Is there even a URL yet?

Russell: There will be networkmarketingsecrets.com.

Dana: go there. Okay, dude that was actually really good off the cusp like that. Well done. I should have given you a heads up. Okay, now I have reserved myself 30 seconds for a shameless plug. Mine’s more rehearsed. Go.

So all the time, people ask me, literally all the time, “Dana, how do you sell a book for $2,000 when everybody else sells them for $20 bucks? How do you charge $20 grand for something that other people charge $500 for? How do you make so much money as a goat farmer with only 4 goats in your herd?” and I’m just like, dude, it’s simple. It’s the Dream 100. If you haven’t had a chance, or if you don’t know what the Dream 100 is, go get Chet Holmes Ultimate Sales Machine book. If you do and you’re ready to just go hog wild in it and explode your business, then go get the Dream 100 book.

Russell: Where do you get the Dream 100 book, Dana?

Dana: Dream100.com. Okay, cool.

Russell: What’s the price on it, is it still….?

Dana: It’s $2 grand, well, unless you find the secret link where you can get it free plus shipping. But yeah…

Russell: Is the secret link dream100.com?

Dana: forward slash free. Don’t share it. Oh boy. What’s the biggest domino you tip over every day?

Russell: Dang, these are good questions. Every day? For me now, it’s making sure that my team all has what they need to get done what they’re doing.  I look into my role now, it’s less of me doing things and more of me coaching people who are doing things. Making sure that everyone has the ability to run in the morning, so they’re not waiting on the direction. You know what I mean?

And we have a lot of east coast people, so before I go to bed at night, I try to make sure east coast people have what they have, so when they wake up 2 hours before I do, they can start running. That’s the biggest thing.

Dana: Awesome, that’s great. I heard the internet speed in Boise is capped at 1.5 Megabits per second. Is that really true? If so, how can such a successful tech company be headquartered there?

Russell: Is that true, Melanie? Do you know?

Melanie: I have no idea.

Russell: I have no idea. We do get angry though, often at it. Is that really true?

Dana: I have no idea. I’m in a much more rural area, so I doubt it. I just published my 5th earth shattering book for entrepreneurs and sellers, should I keep writing more and put them on the shelf for a while to collect dust and do nothing at all with, the hundreds of hours invested in them, or start promoting and sell them? That’s a jab at myself because you called me out on the last mastermind.

Russell: No I think, what’s funny though, at the last mastermind is where I had my big epiphany too, of focusing on the value ladder, and then all our creativity should be focused on the front end of the value ladder, bringing people in. I spent almost every day since then, trying to get the rest of my value ladder in place. I’ve killed two businesses that both made over a million dollars a year, because they didn’t fit in the value ladder.

So I took that to heart and hopefully you have as well. But I think that’s it. You can keep creating stuff, but as long as there’s the back end to support it.

Dana: Love it. The only other time I went to Orlando Florida, my fiancé ended up coming home pregnant. Should we put out a PSA to warn couples traveling there for Funnel Hacking Live that there’s something in the air down there?

Woman: Did you hear Melanie’s laugh?

Russell: Melanie’s dying over there. Are we doing a wedding when we get down there this time too, so it could be, the first time you got pregnant, the second time you got married?

Dana: I got people lobbying for it right now. It’s going to become a hashtag, yeah. Okay, I’m just going to skip to the good ones. I read about a story about a farmer who was visiting your house, that tripped into your pool, in the pitch black, and fell flat out on your pool cover and nearly ripped it apart, and scared all of your children in the process. Is that true?

Russell: It is so true. I wish the camera would have been rolling for that, because it was amazing. We have a pool color that’s the same color as the cement around it, and it was dark outside. So Dana goes and walks right to the pool cover and it’s like woosh. And my kids are like, “No!” it was amazing.

Dana: Oh man. Okay, finishing up here. Will you sell me your domain name Dream100secrets.com please, you’re not even using it.

Russell: Do I own that one?

Dana: Yeah, you’re not using it though. I could use it.

Russell: I might be up for that. Definite maybe, definite maybe.

Dana: Just think about it. Okay, well I’ve exhausted all the good ones. Unless there’s any good ones in the chat.

Russell: Did we check the chat? I have no idea.

Woman: Everyone’s going crazy.

Russell: Everyone’s just laughing at you.

Woman: “Loving this.” “This is amazing.” “This is gorgeous.”

Russell: No good questions.

Dana: That’s alright, unless you have anything for me?

Russell: Let me think. When are you launching the super funnel? Actually, did I tell you what we called it inside our office now, for us?

Dana: This is going to be good.

Russell: Which board is it on? There it is. This is called Project Mother Funnel. This is our Mother Funnel that sends people all the way through our value ladder in the shortest period of time possible, in the most exciting way possible. AKA, Project Mother Funnel. My question for you, with your new value ladder and multiple front ends, when is your Project Mother Funnel all going live? I’m holding you accountable. We gotta cover up that wall.

Dana: I know, I wish I could show you through that wall. It’s still there. I’m going to say ASAP, how’s that.

Russell: I love it. I’m getting this done by my birthday, March 8th. It’s my birthday present to myself. Can you get yours done by March 8th?

Dana: I’ll do it. And what’s the bet then? Who has to do what?

Woman: That’s how you motivate Dana. It’s not money.

Russell: That’s good. Let’s see, I has to do with wedding or goats or both.

Dana: Yep.

Dave: If you lose, Dana, you get married at Funnel Hacking Live.

Russell: He wants that though.

Dana: I actually do.

Russell: They want a beach wedding. So on the beach we could do it.

Dana: We could bring the beach to us.

Russell: I have sand, there’s sand in Boise. We could bring it in the room. It’d be a pain but it’d be worth it.

Dana: How about you have to bring a goat to your office for a day, if you don’t hit yours. And I have to sleep with my goats for a night.

Dave: You’d enjoy that though…

Russell: Yeah, there’s different levels of that.

Dana: There we go…I have to….Don’t knock it until you try it guys, geez.

Russell: How about this, if you get the whole thing live by my birthday I may be willing to sell you Dream100secrets.com, if not I’m launching a competitor product, I’m going to take you out.

Dana: Geez. This is going to be a nasty smear campaign. Okay, deal. I take the deal.

Russell: That’s awesome.

Dana: What happens if you don’t get it by March 8t?

Woman: Oh, he will.

Russell: Goat for a day, I’m in on that.

Dana: Okay, that’d be actually a good episode. Alright, thank you guys. I appreciate you.

Russell: Thank you Dana, you’re awesome, man. Have a good weekend.

Feb 9, 2018

Understanding the “Pride Cycle” can keep your business protected from yourself.

On today’s episode Russell talks about the pride cycle and how he stays humble. Here a few of the amazing things in this episode:

  • Find out what the pride cycle is and why you have to go through it to learn how to stay humble.
  • Hear how Russell keeps himself humble so he doesn’t have to go through a third crash.
  • And find out why sometimes pride isn’t the reason for your crash, you just needed to go another direction.

So listen here to find out how to keep yourself humble in your business so you don’t have to be humbled.

---Transcript---

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

Hey everyone, I’m in my home tonight, right now. My wife and my kids are asleep, I’m about to head to bed. I still got kind of a stuffy nose. Monday my cold went away, then Todd and Ryan and Karen and Nick and a bunch of people flew into town this week to do a big hack-a-thon, working on some new updates in Clickfunnels, Clickfunnels Actionetics MD, and a bunch of just insane, cool things that we’ll be showing at Funnel Hacking Live, and we basically pulled two all nighters in a row and low and behold my cold came back.

So now we have official proof that sleep does correlate to if you’re going to get sick or not. So yeah, you should sleep more often. So tonight we actually went home early, it’s a little after 10, so I’m going to get some sleep tonight, which I’m excited for.

But I wanted to share a quick message with you guys that I thought was really cool. I was catching up with my Voxers with my inner circle members and answering them and I had a really cool conversation tonight through Voxer with one of my inner circle members. He’s a Clickfunnels member, Two Comma Club winner, and an inner circle member his name is Akbar Sheikh. A lot of you guys may know him, he’s very prominent in our community. And it was a really cool conversation.

I’m not going to share the whole thing, first off, just confidentiality with my clients, second off, it doesn’t matter. Kind of the end result of what we talked about ended up being really cool and I thought I would spend a little bit sharing it with all of you guys because I think it’s important.

So Akbar was talking to me, he basically was talking about business owners and entrepreneurs have success and a lot of times they stop being humble. There’s a concept called the pride cycle, so those who went to seminary like I did, there’s a concept called pride cycle and this is how the pride cycle works.

So first is you are humble and you’re eager to learn and try to grow or whatever. And because you’re humble, you start having success. You start learning and growing and developing and you go in this circle. So those who are listening, you can’t see my finger, but those who are watching, I’m making a circle with my fingers. It started kind of going up, having success, start learning and more good things happen and all the sudden you get to the very top and boom, you’re having success. And what happens when we start having success, we start drinking our own kool-aid and becoming prideful and start thinking, “Man, I am amazing.” And what happens at the top of that, this is the backside of the pride cycle.

So then the Lord, or whoever it is, humbles you and basically you become humble back at the very bottom, and you cycle, and then hopefully you’re sufficiently humble where you can learn and grow and start this process up again. You go up and then you get to the top of the cycle, and then usually people at the top become prideful and then they crash again. So this is the pride cycle.

This is happening around all day long. It’s been happening since the beginning of time. You can see it with political leaders, religious leaders, you can see it in people, humans, anyone in your own life, you’ve seen it. I guarantee you’ve see it. If you step back and look at your own life, you’ve seen the pride cycle. It’s a true thing that’s happening.

So we were talking about that, I think people a lot of times ask me, “Russell, how do you stay humble with things happening.” Because I’m scared of the pride cycle. I’ve gone on the full loop and the bottom is not very much fun, so I’m trying to figure out how I stay up here. And the thing that I know is that when you’re prideful, you have to crash. If you believe scripture, it says, “The Lord will have a humble people, either you will be humble or he will humble you.” So I’m like, okay I’m going to be humble, because I don’t want to be humbled, that sounds horrible.

And it’s interesting, the next thing I kind of told Akbar was about, I had a friend that was in Mexico on this marketing thing and I was talking to this guy that became a friend later, and he’s super wealthy. He buys and sells businesses, and makes a ton of money. What’s interesting, we’re talking and he wanted to hear my story so of course, as most entrepreneurs do I tell him the highlight reel of how cool I am. And he’s like, “Oh, not impressed.” I’m like huh.

And he asked me, “So have you always just had success?” And I was like, I kind of told him, “Well, twice I’ve pretty much bankrupt my companies.” And he’s like, “Well tell me that story, that story sounds more interesting.” So I kind of tell him the story and then he’s like, “Good, good.” And I’m like, “What do you mean good? That’s not good.” And he’s like, “No, you’ve cycled. I will never work with an entrepreneur who hasn’t cycled at least once.” And I was like, “What do you mean cycled?” and he said, “You built a company that crashed. If you haven’t cycled, you’re still going to drink your own kool-aid, read your own bio and believe it. It’s not going to be good.”

And I was like, oh how cool is that? First off, cycling sounds way cooler than failing, but second off, I was just like, how interesting, it’s the pride cycle. He only works with people who have at least cycled once, because they’re sufficiently humbled that they’ll listen to advice and they’re going to grow.

So Akbar and I were kind of talking about this, and then his message back was like, “I’ve been down at the bottom, but I’ve gotten to the spot where I’m kind of at the top. I don’t want that to be part of my story. I don’t want the crashing part of my story, what do I do?”

So I just wanted to share this piece of advice, because this is kind of what I told him and I think that it’s important for all of us to think about. So what I told him, first off, from a business, basically I learned….because he asked, “Is it about diversification? Is that the key?”and I was like, “Well, kind of.” I believe in diversification in some things but not your business. I think everyone should go…whatever your business is going to be, you should go all in. You shouldn’t diversify your business. I think having multiple businesses is the fastest way to destroy your business.

And I know that from personal experience, from a decade of it. So this is not me just philosophizing, this is me doing a lot of businesses and none of them could grow. Having a sole focus, you’re not diversifying your businesses, you’re diversifying the pieces around your business. Where are the singular failure points? For me, my first time, or my second big business crash was, I was running on one merchant account and that was it.

So it was like, diversification of merchant accounts to protect myself, so if this goes out and this goes out, I have protection. So that was number one. Diversification of traffic sources, yesterday’s podcast I talked about the Facebook slap, it’s coming. If all your eggs are in the Zuckerberg basket, you could be in trouble.

I know so many people that all their eggs were in Google’s basket, it was PPC, and PPC shifted, businesses gone. When then it went to SEO and SEO’s shifted, businesses gone. Diversifying your traffic source, you need to make sure you’re doing traffic from at least two sources. If you have a sales person, at least two sales guys. If you’ve got a programmer, at least two programmers. Diversification inside the business to protect, but not diversification of your business. You shouldn’t be doing 5 different businesses. That’s the opposite of good.

So that’s number one. And then number two, is trying to remain humble. And it’s hard sometimes. So it’s like, I need to keep myself sufficiently humble, because if not I’m going to be humbled. So it’s like, what does that mean? For me it means praying to God, it means not being a jerk. It means remembering that it’s not me, it’s an amazing team of people. It’s remembering that the only reason I’ve been given these gifts and these blessings is because there’s a purpose for it. I’m trying to help other people and if I lose sight of those things, my head can grow fast.

And I understand, I have a fat head anyway, I can’t wear hats. This is actually a true story. I can’t wear hats because I have a fat, the circumference of my head is enormous. I’ve tried my whole life to wear hats and I can’t. You’ll never see me in a hat ever, because my head’s so fat.

So my head will continue to grow and swell, so that’s number two. Just being aware of where you are on this pride cycle. If you are sufficiently humble, that’s good, stay there. And then as you start having success, try to stay humble because it’s hard.

Number two thing was, I look at all the people that I know, over the last 15 years of doing this, and I’ve seen people go through this cycle. The ones that don’t make it back up are the ones who are too prideful to learn. It blows my mind. Between Christmas time and now I’ve had three friends who have had businesses that have crashed, that have come to me saying, “Russell, I see what you’re doing. Is there any way I could come to your office and just shadow you and see what you’re doing so I can understand and get my business back up?” and all of them are close friends and I was like, “yeah, I would definitely be game for that. But first you gotta read my two books. Read Expert Secrets and Dotcom Secrets, because that’s the foundation. So read those, then let me know and you can come.”

So I told them that, and none of them have read the books and won’t come. They won’t learn. I’m like, are you kidding me? I feel like at this time of my life, I’m at the top of my game. Again, this is me when my head starts to swell. I don’t think there’s a lot of people who understand marketing better than me, at this point, marketing and sales. Not because of a big ego, but I’ve dedicated a decade and a half to this right, at a high level. Super intense, super immersion, super not just theory, but testing and testing. I don’t think there’s many people who know more than that.

But I also think there’s more people that study more than me. I still study because I want to stay sufficiently humble. I’m always learning. I’m in mastermind groups, I pay other people for coaching, I have multiple coaches happening all the time. On my phone, if I was to show you my iBooks account, I have I would say conservatively at this point, probably 350-400 thousand dollars in courses on my phone that I listen to every single day. Old school stuff, new stuff, I’m always trying to learn because I don’t want the market to shift and me be left behind.

I need to be sufficiently humble so I can continue to learn, so I can see what’s happening, be aware of the trends, be aware of the evergreen things that are never going to shift. I’m always learning. Partially for me and also, I heard Rick Chefren say this one time, “I get paid to think for a lot of people. That’s why I have to learn and study because I’m sharing with other people and I’m thinking for other people.” I feel an obligation to that too.

I have a lot of people following me and listening to me, and I need to consume and learn and keep on top of the game so I can continue to get back. Because I get paid from my tribe to contribute back. So that’s number two.

And then the third thing is sometimes we need to cycle. Sometimes it’s not always because you’re prideful, sometimes you’re just going the wrong direction. I look at my business over the last 15 years, I was running in a direction, and I thought it was right at the time, maybe it was right at the time. I learned a lot of things and met a lot of people and we served people the best that we knew at the time, and then everything crashed because that thing shifted.

And then I started this direction, running, running, running the best I could, the best that I understood. I made a lot of mistakes but I met amazing people and I learned and learned and learned and built this thing up and then it crashed again, and then it shifted.

I look at during those times, during the crash, I was just devastated. I thought I was doing the right thing, I thought I was doing what I supposed to be doing, but it didn’t work so apparently something was wrong. A lot of times, like with me, it’s not because you’re doing something wrong, maybe God needed you over here, but you were running this direction. So he had to force this thing so you’d be humbled enough to listen, to move. And then boom, humbled enough to listen and be able to move again.

I look at my life now, I look at the path, I look at the people that I met because of these things that I wouldn’t have met otherwise, that have built Clickfunnels. I met Todd because of a crash here, I met Dave because of this, I met Brent, I met John, I met all the people on my team, Ryan, and all these amazing, and I mean there’s so many people on my team, I could go on for hours. But those people, I picked up each of those people during these journeys, these ups and these downs that became a part of our team that made the foundation that we needed to be able to build Clickfunnels.

I look at now, my life, I’m like, can you…those things were necessary. So sometimes you can be doing everything right but you just have to trust God. God may need your business to crash for him to get you to where he needs you at. And it’s just being okay with that. In fact, I was talking to, who was it the other day? Someone the other day, about that in my own life. I was just like, Clickfunnels is awesome. I love it, I believe it’s my mission. But maybe this might not be the end mission. Maybe there’s something I’m supposed to do over here. What does that mean? I don’t know yet, I just need to pay attention. I try to be sufficiently humble so that when it comes it’s like, maybe the business crashes, maybe I need to sell the business, maybe I need to keep it forever. I don’t know, just trying to be humble enough to listen so we know. What’s the plan, where we’re trying to go.

So it’s just stepping back and putting our faith in God and saying, look, I’ll go where you want me to go. I’ll do what you need me to do. If you need this to end, that’s okay. What am I going to learn from this? Where am I going to go from here.

So anyway, I hope that helps somebody out there who’s listening. Because it’s pretty cool, pretty special. So there you go. There’s the pride cycle. This is seminary, early morning seminary. I didn’t go to early morning seminary. It’s seminary 101. But that’s what happens.

So for you guys to understand, where are you at in the pride cycle? Are you at the bottom, are you humble? It’s so awesome, cherish that, study, learn, grow, stay humble, and then as you start coming up towards the top, stay humble because that crash is never fun. But if you do crash, understand there’s a purpose for it.

Hope that helps you guys. I appreciate you all. Have an amazing night. I’m going to get to bed, get a couple hours sleep before the morning waits, a few hours. So much fun. I’ll talk to you guys soon. Bye.

Feb 8, 2018

What to be aware of with the new “Facebook Slap” and how to protect yourself and your business so you can not only survive, but you can thrive.

On today’s podcast Russell talks about the recently announced Facebook slap that is going to change everything for direct response marketers. He also reflects on some of what happened during the Google slaps years ago. Here are some of the helpful things you will hear in this episode.

  • Find out what the Facebook slap means and how it will change things for Russell and other direct response marketers.
  • See why Russell has experience with these sort of things and why that makes him well informed and qualified to help others.
  • And find out what you should be doing to get ahead of the game and not be hit so hard with the changes on Facebook.

So listen here if you want to find out how to stay profitable despite all the changes coming to Facebook.

---Transcript---

Uh oh, the Facebook slap just happened and now you gotta get a funnel. Welcome to Marketing Secrets podcast.

Alright everybody, I have been prophesying of this for so long, so long. For those who are new, the newbies who have only online for a year or two years, or five years, or eight years, I wanted to give you a history lesson. The networks, they don’t like you or me, guess who they like, they like money from big brands who don’t annoy them, who just write big checks and have big, huge marketing budgets and don’t care if they’re profitable or not.

People like us, who care about direct ROI, us direct response guy, they don’t like us very much. But they endure for a little while because it’s what builds their platform, and then they smash us. So that’s what happened with Google back in the day. They were awesome, then they smashed us. That’s what happened to every platform since I’ve been around, for now 15 years.

You’ve probably heard of the Google slap, then the other Google slap, then the other Google slap, and then this and that. I kept warning people, don’t put all your eggs in Zuckerberg’s basket. Zuckerberg doesn’t care about you. I’ve been talking about that, in fact, I did a whole presentation at Funnel Hacking Live about that last year.

But it’s happening, the Facebook slap has officially begun. Zuckerberg just announced it about a week ago, and I want to let you guys know a couple of things. Because a Facebook slap is actually a really good thing for people like you and me who are doing funnels. If you’re not doing a funnel now, this is going to force you to finally learn and understand funnels.

Alright, so here’s the context, Zuckerberg came out and was like, “Hey, we’re going to change how Facebook’s algorithm works. So instead of having…” He said that this algorithm would make people spend less time on Facebook, which seems insane. But here’s what they’re trying to do. They’re trying to squeeze out the direct response marketers and build a bigger platform for the branding marketers.

So this is how it works. What they do is make it so what you will see now more so, is more of your actual friends. So your feed will have less business stuff and more brand stuff, excuse me, personal interaction. So you’ll see more of your friends and stuff, you’ll see fan pages and stuff like that are going to be dropping dramatically, and groups will go up, because groups they consider social interaction. So groups and your personal stuff, you’ll see a lot more of in your feed, and you’ll see a lot less of the business pages, fan pages, and ads.

So what’s going to happen, because there’s less stuff for you to scroll through and just mindlessly scroll, you’ll actually spend less time on Facebook, that’s his plan. So you’ll spend less time on Facebook, there’ll be less ad spots, and when supply and demand does that little thing, guess what happens? The price goes up.

So ad costs will be going up. They’re showing some stats and basically in the first quarter it’s supposed to be up, I can’t remember, 30 or 40%. And by the end of the year almost a 100% increase in ad costs. So what does that mean for people like us?

A couple of things, number one it means that the competition, a lot of these people who are just throwing up Facebook ads, and becoming ad experts overnight, they are going to be gone. They will not be able to sustain it anymore, and most of them will not be intelligent enough to diversify their traffic off of Facebook.

A couple of things for us Marketing Secrets people that are funnel hackers. We are smart enough to know there’s more than one way to drive traffic. Facebook is a source, not the only source. And if you’ve been looking at your business that way, then you’re fine. And if not, it’s now time to start diversifying, freak out. Yes, freak out, diversify now. If you wait for a year to diversify it, a lot of you guys will be in trouble. Just diversify now, start looking at other traffic sources.

Look at YouTube, do your own podcast, looking at all these things. Using this time now when ads are a little bit cheaper to drive people to these other networks to build up your podcast, to build up your email list and things like that, build up your medi chat list and those kind of things. Because the ad cost are going to dramatically go up.

Number two, we’ve been talking about this since day number one at Clickfunnels. Whoever can spend the most money to acquire a customer wins. That’s the first chapter, the introduction of Dotcom Secrets book. If you haven’t read it, go and read it. Dotcomsecrets.com, go get the book because it’ll help you understand that whoever can spend the most money to acquire a customer wins. As ad costs go up, you have to spend more money to acquire a customer. That’s actually a good thing.

That means all the little people who are just dabbling are going to go away becuas they’re not able to spend more money. For us, the intelligent ones who are studying marketing and sales and funnels, that’s okay. That’s why we build funnels.

You know, I think last year, 2017 a lot of people got away with one funnel and they made a really good income. I think that’s going to be harder and harder. I think understanding the concept of funnel stacking, we talk a lot about in our community here, where you have one funnel that then leads to the next funnel, is vital. It’s going to be vital to your success. Having a fully developed value ladder is going to be vital to your success.

Now a couple of things about value ladder that I want to just touch on. I wish I could re-write that whole chapter in Dotcom Secrets book, because everyone thinks they need these complex value ladders that got 80 steps. Clickfunnels right now has 3 steps, that’s it. Okay, we’ve got all the front ends on the front step, we’ve got Clickfunnels webinar and sales, Clickfunnels in the middle, and then we’ve got our coaching program that’s not even available right now, but will be after Funnel Hacking Live, on the back end.

So that’s it. It doesn’t have to be complex, but there needs to be levels. Because your front end funnels, one that used to be profitable, are going to be break even funnels. If that’s your entire business, you’re going to struggle.

So the good news is, the Facebook slap has come, we know it’s happening now. It’s not like when Google slapped us, it was like they just turned soft overnight, we all just got shutdown. Right now you’ve got about a year. Over the next year you’ll see your ad costs go up 20-100%. So just be aware of that. Now it’s time to start understanding that and putting in, “Okay, this funnel is to acquire customers, if I’m profitable right now, it’s awesome, am I going to be profitable in six months, if my ad costs double or if they go up 50%. If not, I can start tweaking that.

It’s like, Okay we’ve acquired a customer through this funnel, now we need to send them up the value ladder and there’s your profit.

So if you’ve been following me, you’re listening to this stuff, you’ve read the Dotcom Secrets book, you’ve read the Expert Secrets book, you’ve gone into this, this shouldn’t freak you out. But if you haven’t, you should be a little bit nervous. You should go get Dotcom Secrets, read it, understand sales funnels, value ladder, these are the core principles that have worked since day number one.

This is not something new. In fact, it’s crazy, the online world made this so easy. Traditional offline, I cut my teeth learning this game with Bill Glazer and Dan Kennedy and all these people who were doing direct mail and classified ads and TV. Where it’s like, nobody breaks even on TV, you lose money. And you lose money for 5, 6, 7 months before you’re profitable. That’s where my foundation came from, the Dotcom Secrets book teaches that foundation. I think we’ve been spoiled because it’s been so cheap to acquire media online.

And that’s been awesome, and hopefully new platforms will continue to rise up that we can come and arbitrage attention from it at a discount. But just be aware that right now, Facebook is now shifting. They’re making that transformation. This is the first Facebook slap.

I got a little mini slap about a year and a half ago. They shutting down ad accounts, but they took the gas pedal off that one and made it a little bit easier, which has been nice. But this one’s happening and it’s not going away. So it’s like, now is the time to prepare for it. Start to get better at acquiring customers at your front end funnel, and getting better at sending them to the next step.

This will be a huge theme at Funnel Hacking Live. I got some crazy, amazing presentations, they’re all by funnel hackers. You guys will be able to learn about some of these things. But right now I wanted to give you guys a voice of warning, because this is what’s happening.

But luckily this is not like a shot where you just get shot and you die like back in the Google days. We’ve got time, but it’s all about understanding that and preparing and building out your value ladder. Go back, read Dotcom Secrets again. Read it two, read it three times. Internalize those concepts, figure out your value ladder, identify it, figure out your break even funnels, acquire customers profitably now so you can get to the point where you’re breaking even in six months to a year from now and be able to start sending people up.

So the Google slap is here, but the funnel hackers don’t need to worry, it’s all going to be good. If you’ve been following the principles we teach you day number one, you’re protected, so don’t stress about it. But if you’re not, it’s time to start looking at that, start building out your value ladder, getting prepared, because it’s coming.

Alright you guys, appreciate you all, sorry I got a stuffy nose, I probably sound a little funny. But that’s about it. So I’m heading back into the office, today we’ve got Todd and Ryan and Nick and Karen and a whole bunch of people at the office, it’s so much fun. So I’m going to get back to work. We were up late last night working and now it’s early in the morning and we’re starting the game over again. I’m sure the next couple of days I’ll do a lot of podcasts and I’ll probably be really tired, so I apologize in advance.

If you’ve enjoyed this at all, please go to iTunes, rate us, review us, we had to re-create a new feed, so we are starting back over on the reviews and stuff like that, so please if you love this podcast, if you reviewed in the past, please come back and review it again, we’d appreciate that. And we’ll talk to you guys soon. Bye everybody.

Feb 7, 2018

Even though we have 150 employees, only 20 of them are in Boise, so this is how we keep momentum happening.

On today’s episode Russell updates a little on if his kids are enjoying wrestling and he also reveals one secret to making a remote team work. Here are the awesome things in this episode:

  • Find out which of Russell’s kids actually appears to have enjoyed the first wrestling practice out in the wrestling room, despite so much complaining.
  • And hear what one of the important factors is to having a remote team work successfully.

So listen here to find out one of the reasons Russell’s remote team works out so well.

---Transcript---

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

Alright everybody, I hope you guys are doing amazing. A couple of things, first off, did you have a chance to go to marketingsecrets.com recently? If not, it is a gift to you guys. We have been archiving and categorizing and making amazing magic over there and not telling anyone about it yet. So if you go to marketingsecrets.com you can find all back archives of the show, the videos of the show, transcripts of the show, plus a whole bunch of other amazing things are coming in there. Funnel Hacker TV is now all archived on marketingsecrets.com. Behind the scenes show is over there. We got tons and tons of stuff.

There’s my beautiful wife. Hello. Hold on.

Alright, I’m back I had to talk to my beautiful bride for a second there, for those who are listening, you probably have no idea what’s happening. Anyway, what was I talking about? It must have been awesome, because I totally forgot. Oh marketingsecrets.com. So check out the blog, so much good stuff there. It’s happening, we’re adding and we keep making it better and better. In fact, we got this new insider’s guide in there that are basically a book. An entire Dotcom Secrets, Expert Secrets book, just we’re doing it all in blog post format. First one that’s going live this week, 11,000 words, all focused on network marketers and funnels for them. I hope you guys enjoy it, go check it out.

Alright, I just wanted to share something cool. If you listened to the last podcast, I was kind of, I don’t know if I was whining. But after I got done with the kids wrestling practice, I was just like man that was hard. None of them wanted to be there, they wanted to be there, but it was a lot harder than I thought. Kids broke out in fights in the middle of practice. Collette was gone to do a barre class, so Ellie came out with Norah and had a big poop. So I’m changing a poop while I’m trying to coach. It was just crazy.

So anyway, Sunday, superbowl Sunday we went out to the gym because, I don’t know, I like watching the commercials, but I don’t really care that much about football. The night before was the wrestling superbowl basically. Penn State and Ohio State wrestled and it was the greatest dual I think I’ve ever seen, ever. So that was my superbowl, Saturday night. Sunday it was just like going to church and then playing with the kids and then coming in for the commercials. That’s kind of how we do it.

So anyway, I’m out in the wrestling room, and Aiden, my little 7 year old, who the whole time is like, “I don’t want to wrestle, this is scary.” All that kind of stuff, he’s like, “Dad, watch this.” And he did the moves. He did them the way that I taught him. He did his drop step perfectly and then he came and did a push pull, he did his under hooks. Everything I taught him, he did it perfectly. And he was all excited. I was like, “oh my gosh. It is already happening. He actually liked wrestling, even though he hated the entire experience, the next day when he knew the move, he loved it.” It was exciting and I just wanted to share with you guys because I thought it was awesome.

Alright, so I got one quick thing to share with you guys today, as we are about to start a week long crazy hack a thon with Todd, and Ryan and everybody in house. And this is something we learned from the Book of Remote. If you haven’t read the Book of Remote yet, or Rework, actually anything from those guys over at 37 Signals, they’re awesome. I can’t remember, I think it was Remote. When we launched Clickfunnels initially we were thinking about making everyone move to Boise and that kind of stuff. And then we decided not to and do more remote.

So we got about 20 or so people in Boise and then everyone else, 130 people are all remote, which is crazy. So we use a lot of what Jason Fried and those guys have trained on, it’s like our Bible for growing our company because they grew Base Camp and did something similar. But once we had talked about being Remote, was once a quarter they bring everyone in together to get that proximity, so they can work together for a week and then they go back out on their own.

So that’s what this week is. Everyone’s flying in and we’re all going to be together and we’re working on a bunch of really cool things, for Actionetics MD, which is going live at Funnel Hacking Live. What’s Actionetics MD, Russell? Oh, only the greatest thing ever. If you thought Clickfunnels was cool before, thought Actionetics was cool before, wait until MD comes out, because this is where we’re taking it to the next level. I’m excited for that.

So I encourage you guys if you have a remote team, get them together, come together. Tony Robins talks about that, proximity is power. So even if you have a remote team, that’s okay, get them together, fly them together, go to a hotel room, something. Get them together because that proximity is power and it gives you time to brainstorm and be together and amazing stuff happens from it.

So if you haven’t read the Book of Remote, go and read it, because you can build amazing companies and cultures, even remotely like we have, which we were really scared of initially, but it’s worked and it’s worked really, really well. But the big key of it is what we’re doing this week. So I’m sure if you’re watching Funnel Hacker behind the scenes show you will see a little behind the scenes of what’s happening. If not, you’re missing out. So be there or be square.

Alright guys. Appreciate you all. Have an amazing day and we’ll see you guys soon. Bye everybody.

Feb 6, 2018

Semi-deep thoughts from inside the wrestling room.

On this episode Russell talks about how trying to teach his boys to love wrestling the way he does has been met with a lot of resistance, but why he isn’t giving up. Here are some of the cool things in this episode:

  • Why even though Russell’s boys have not really enjoyed wrestling so far, it’s important to push forward anyway.
  • Why anything new that you try to do brings resistance, but if it’s important you need to continue to move forward.
  • And how getting his boys to do wrestling is similar to starting something new with your business. You need to be passionate about it if it’s going to work.

So listen here to find out why you should continue to push forward in the new things you try, despite the initial resistance you will get.

---Transcript---

What’s up everybody? This is Russell Brunson and welcome to a special wrestling room edition of the Marketing Secrets podcast.

Hey everyone, so I’m here in the wrestling room at my home, well I guess technically it’s in my detached garage, but those who haven’t seen it, if you’re watching the video version, this is what it all looks like. It’s my little piece of heaven here on earth. I love it.

Today was the very first ever wrestling practice I did with my kids and their friends here. These are the t-shirts we made because I’m a little eccentric and we can’t have a practice without a t-shirt. So we made t-shirts and everything. But it was fun, we had I think 12 or so boys here, from my little kids age up to the older kids and it was fun. But it was hard.

It’s interesting, obviously wrestling has been my passion for my whole life, I want my kids to be in it, but for some reason they just have so much resistance to it. It’s like, ugh. I remember this year my 12 year twins started wrestling finally and the very first day they went to practice, I didn’t know practice had started yet, I thought it was starting the next day. They came home, both in tears, “We hate wrestling, we’re never going back.” I was like “oh man.”

So I called the coach up, got to know him and he said, “You should come help coach then.” I was like, “dangit.” So I decided to be an assistant coach and spent the next two months, two and a half months or so, everyday at wrestling practice, which ended up being amazing with the kids. But it was hard because between each break, “Can we quit yet dad? Can we quit yet?” I watched my kids get out there and get beat up, and I’m just like, “Am I doing the right thing?”

Part of me is like, you gotta make your kids be tough and force them to do hard things, but then part of me is like, man, they’re not having any fun. Am I a bad dad for doing it. This is the emotional turmoil that goes through my head as I’m trying to learn this whole parenting game, which is way harder than I thought it was going to be. Making millions of dollars is way easier than raising kids.

Anyway, they finished the season, they had a good time. By the end of it, Bowen, who is the one who hated wrestling the most, told me that wrestling is his favorite sport. And then Dallin, he got injured pretty bad, I think I did a podcast on that, but he liked it as well. So finally I’m trying to, now that the season is over I’m like, “We got a wrestling room in our backyard, let’s get a bunch of kids together.” I’ve been trying forever and finally, today was the first day we made it happen.

I have my little boy Aiden out here too, and some of his friends and it was crazy. It’s something you just need to do, as you start new things again you forget how much resistance normally comes when you start something new. I’ve been trying, honestly for 2 years, to have this wrestling practice. Six months ago I printed these shirts, I’m like, “We’re doing it this weekend.” And we didn’t do it again and it finally happened today.

And even today, last night Aiden, my seven year old, going to bed he’s like….I’m like, “You have to go to bed now.” Because it was like 10 o’clock, “We gotta get up for wrestling.” “I don’t want to wrestle in the morning. I have homework and all these things.” I’m like, “you have homework? You’re in first grade, dude.” He’s like, “Yeah, I have 5 hours of homework, I can’t do wrestling, I have to do homework in the morning.” I’m like, “Whatever dude.”

Just fighting. This morning he was fighting, and everyone was fighting, they didn’t want to come. Then they came out here and the boys were fighting and the twins were fighting, and then luckily their friends showed up, which was good. And then we did practice, and practice was way….it’s just funny, in your head you’re like, “They’re all going to listen, we’re going to do all these things, we’re going to get through stuff.” Oh it was hard, we had an odd number of people so I had to be a drill partner, plus coach, plus trying to coach everyone, anyway, it was tough and there was so much resistance.

And then at the end my boys start fighting and their crying, and I tried to do the little wrestle off’s to teach the kids wrestling and two of my boys are crying by the end of it because they got hurt. So much resistance.

Anyway, the reason I’m making this video is two-fold. Number one, I think someday it’ll be fun to come back here, and if I can get these kids past the initial pain of a new thing, it’ll be fun to show them this and be like, “this was day number one of practice guys, this is how beat up your dad was and how tired and how bad I wanted to quit already.” Because man, you start anything new, the initial resistance is insane. You have to push this boulder up a hill and if you’re not insanely passionate and obsessive about what you do, you’re not going to make it up that hill, there’s just too much resistance that happens initially.

Lots of people tell me, “I’m going to start a business, I’m not passionate about anything. Can I just…” They just want to do something. I’m like, “Yeah you can but there’s a lot of resistance that goes into starting a business and you gotta push this boulder up a hill and if you don’t love it, you’re going to…” Like if I didn’t love wrestling, and love just spending time with the boys, I’d quit after today. As much fun as it was, it was horrible, it was so hard. It was not horrible, it was good, it was just not the picture I painted in my head.

I think a lot of times we get into business, we have this picture in our head, this is what it’s going to look like, it’s going to be amazing. And then you get in there and you’re like, “Huh, nobody wants my stuff. Wow, traffic is expensive.” Problem, problem, problem, problem. And if you’re not insanely passionate initially, the resistance will stop you, will bury you before you ever get there.

As I’m trying a new thing, in a new chapter in my life, of being a coach of my kids. As I’m going through that resistance I just wanted to share with you guys because we all go through it. Most of you guys listening to this podcast, you’re here because you want to learn marketing and business and scaling and things like that, you probably weren’t thinking about me talking about wrestling coaching, but it’s the same principal. Anything new we start, we will be immediately met with tons of opposition and resistance, no matter what it is, especially if it’s a good thing. The better it is, the more opposition and resistance you will get. That’s a sign that you’re doing the right things.

So with that said, I’m done. I’m going to go sit in the hot tub. I got a stuffy nose, I’m kind of sick. But I’m just going to celebrate today, act like it was everything I dreamt of and more so I can forget about some of the hurdles, so that way we’ll be able to keep moving forward and keep doing this.

I just know that if I do this consistently for a month, for six months, for a year, my kids will be good. They’re going to like it, I’m going to like, we’ll have wrestlers that know what they’re doing and practices will become fun and it’ll be awesome. But it all starts somewhere and today was my starting day.

Whatever it is you’re starting at, or wherever you are meeting the most opposition right now, hopefully this gives you a little bit of hope and faith and the energy you need to push through that opposition, because the amazing stuff is right on the other side. We just gotta get there. It’s happened so many times in my life, in so many different areas, and I’m excited for it to happen out here in the wrestling stuff, as long as the kids don’t quit.

So there’s my job. It’s harder when it’s yourself, you don’t have to quit. But the kids are like, “We don’t like this.” It’s harder. But they’re liking it more, it’s getting better.

So alright guys, with that said, I’m going to go and maybe take a nap or something, I don’t even know. But whatever you’re doing, break that resistance, talk to you guys soon. Bye everybody.

Feb 5, 2018

Something special I learned this week when I stopped doing my morning routine.

On today’s episode Russell talks about changing up his morning routine by driving his kids to school and why it has been so great. Here are some of the amazing things Russell talks about in this episode.

  • What caused Russell to stop and notice that he was missing out on something really special with his kids.
  • What kind of a difference he feels in his life since he began driving his kids to school each day.
  • And why it’s so important to stop and look around you and notice the relationships that you may have been neglecting.

So listen here to find out why Russell is going to continue to drive his kids to school, and why you should stop and pay attention to your own loved ones, because you never know what you’re missing out on.

---Transcript---

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

Alright guys, I have to get excited like that every time just to keep you guys awake, if you’re listening to somebody else’s podcast and then come to mine, hopefully that will wake you up.

I’m here in the office, kind of in the back room, and we’re filming a bunch of cool things here this week with Operation Underground Railroad. For those who are going to be at Funnel Hacking Live, we’re going to be premiering a documentary we’ve been working on with them about how they’re saving kids from human trafficking and it’s an amazing, emotional, cool thing. So I’m excited to share that with you guys.

But today I want to talk to you guys about something else. The title of this podcast is going to be, Drive Your Kids to School. Obviously, some of you guys don’t have kids. That’s okay, I’m not just saying this as a thing, drive your kids to school, but it’s like a metaphor of a bigger thing.

I’m pretty busy, as an entrepreneur, I have a lot of things happening between our company’s 150+ employees, 55,000 active customers, millions of subscribers, and a lot of other stuff all going on that we have to keep up with and it’s crazy. And if you watch any of my stuff you know that we’re everywhere all the time, buying ads, trying to be super aggressive in our marketing, because we believe in what we’re doing and what we’re saying.

In fact, I saw someone yesterday, no today, on one of my Instagram ads it said something like, “Russell, you’re trying too hard, I see your ads everywhere, it makes me not want to buy anything from you. You need to chill out or something.” I was like, chill out? Are you kidding me? I’m a man on a mission, I’m trying to change the world here, I don’t have time to chill out. So I’ll chill out when I retire someday here. But right now it’s important and I’m pushing hard, because I believe in what we’re doing and I believe it’s not just a financial thing, it’s bigger than that. And you guys know that, who listen in. You understand what I believe and my mission and all those kind of things.

What I want to share with you today is, last week I had my kids, and one of my kids didn’t want to keep taking the bus to school. He was kind of like, a lot of kids in the bus don’t use good language, and the bus driver is kind of jerk and stuff like that. So my wife started driving them to school in the mornings which was really cool. And then a couple of times Collette couldn’t, and we have a nanny that comes in the morning so she started driving them.

I was just watching that and I remember one morning last Friday or something, I was making my supplement drink and mixing my powders and my pills and doing my big morning routine crap that’s so important. Everyone talks about morning routines. And I watched Brandii, who’s an amazing human being, she’s our nanny, take my kids and drive them to school. And I was like, I’m missing that experience with my kids because I’m too busy doing my morning routine or whatever it was.

So Monday came and I said, I told Bowen and Dallin, my twins, “Hey I’m going to drive you to school today, and I’m going to start driving you from now on.” They’re like, “Really?” I’m like, “Yeah.” So I jump in the car and I drive them, and it’s not a very long drive, but it was so cool because, I pick up one of their friends in the morning, so I listen to them talking to their friends and it was this cool thing, where I had this intimate glimpse inside their real world.

We see the world of our kids when we’re at our home and stuff, but you don’t see it, them with their friends and it just gave me this intimate, really cool glimpse of, wow, that’s what’s happening at school, that’s what they’re really talking about. So I just sat there quiet listening in. And that was the first day.

After I got home, Aiden and Ellie, there’s the bus stop, but it’s literally a 2 minute walk from our house, not even that, maybe a 1 minute walk. But they usually get a ride when it’s snowing, because whatever. Aiden’s like, “You took them to school, can you take me to school?” And he’s so cute, he’s my little seven year old and I was like, “Yes, I will take you to school.” So I get home and I drive them to school.

So I did that Monday, and I did it Tuesday. Tuesday I was like, “Okay, I’m going to get these kids in a good state for school. So I picked them up and I had music blaring, and got them all excited, got them in state. Every day this week I’ve been doing that and taking Ellie and Aiden as well, to school. And it’s crazy, it’s only been a week, today’s Friday, so it’s the last day of the week doing this process and I was like, it’s been so cool.

This morning I’d been lifting weights and I came in and my kids way more connected with me, Ellie’s like, “Hey can you make me a Popeye egg dad?” which is a kind of egg thing we make. I was like, “Yes.” So we made that. And then Dallin, “Hey dad will you make me one too?” So I made him one. And Ellie came and had me comb her hair and put it in a little ponytail and then I took the kids.

So much more connected to my kids and when I got home my wife was way different than normal. It’s funny, I’m always trying to impress her with all these crazy things that we do and she doesn’t notice it, this taking my kids to school, how much of a profound impact that had on her, and it’s just special and cool and I’m so grateful I figured that out now and not 4 years from now, or 5 years from now when the kids are about to graduate and they don’t want me to be around.

So I just want to share with you guys because first off, it was just special to me and it was really cool and something that I’m going to keep doing. But second off, I wanted that to be something I share with you guys because I know, again, everyone’s situation is different, some of you don’t have kids to drive in the morning, but conceptually, what is it that you’re doing right now in your business or in your morning routine or something, where the most special things to you, you’re not noticing them? You’re missing them?

I look back at the last few years; I probably missed a lot of that. I could have driven my kids to school a lot over the last few years and I missed it. Luckily, now I’ve fixed that, and I’m so glad it was earlier than later, now I have the next few years to really have that time with my kids that I was missing out on.

But for you what is it? Is it a spouse? Is it a kid? Is it a family member? Is it someone else you love and care about? Is it a project you know you should be doing? What is it? What is the thing that you’re missing because you’re so busy doing your thing?

I just recommend to stop and look around a little bit and don’t miss the moments, because this last week has been really special for me and it was because last Friday, a week ago today, that I noticed. I stopped long enough to notice it, and then luckily I listened to the voice in my head and I did something about it.

So look around and listen for the voice in your head, hear what it says, and then do it. See what happens.

I hope that helps somebody. I got a stuffy nose, so I apologize if I sound funny. But I hope this helps you guys. I know it’s been a huge help for me this week, and is literally going to change the trajectory of my life. That little shift is going to be huge. Alright with that said, get back to work, or stop your work and go hang out with your family or kids or someone. That’s it. Thanks you guys, appreciate you, talk to you guys soon. Bye.

Feb 2, 2018

What I’ve learned during the systemization process inside of Clickfunnels over the last few months.

In this episode Russell explains how to replace your own level 6 skill sets with people who have level 10 skills in one thing. Here are some of the awesome things you will hear in today’s episode:

  • Why having the ability to take his daughter to the Little Gym helped Russell reflect on why it’s awesome to be an entrepreneur.
  • Why entrepreneurs need to figure out how to do everything to get their businesses off the ground.
  • And why it’s a good idea to replace yourself with people who do better work, once you’ve made a million dollars.

So listen here to find out how you can find a lot more people who are better than you to run your business for you.

---Transcript---

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

Hey everyone, I just got done. I took off early today and went and took Norah to Little Gym, which is so stinking fun. She is so cute. Now I’m heading back to the office to go get some stuff done.

But just grateful today for being an entrepreneur and having the ability to just take off and go to my daughter’s little gym thing and have fun with her and not have to worry about anything. One of the hidden benefits of being an entrepreneur.

Alright, so I wanted to talk to you guys today, and this is something that we have been talking about a lot recently. Probably because we are in the middle of it in our company, but it’s like getting the systemization in. The first time I ever heard about systems, I read the book Emyths, by Michael Gerber. I remember it was probably 12 years ago or something and at the time, I started my business and I had learned how to do everything, because I didn’t have any money, outside of programming. I never learned programming, so I hired this guy named Dorel in Romania who still works for me to this day.

So he did all the programming stuff and I had to figure out everything else because I didn’t have any skills. So I had to learn how to write copy, I had to learn how to, I didn’t do images either, I hired images. But I learned all these different pieces. Marketing and traffic and sales. It sucks when you first get started because it’s just you and you don’t have any capitol or money so it’s like you have to get really talented. I think that’s one of the big reasons why, if you’ve heard the intro to the show I make fun of people who take on VC money because they don’t have to learn any of the stuff. They cheat, they get a bunch of money and hire people and there’s never anyone on the team that actually has the skill set to run the show.

There’s got to be someone who has done everything once or else it’s hard to….I don’t know, that’s just my thoughts and feelings. So I was doing everything from writing copy, doing customer support, driving traffic, doing sales, project management, everything, it was just me and Dorel. And then someone, I think it was Talman Knudson or someone at an event mentioned this book called EMyth and I thought, oh it’s the internet market….I thought E was internet, or email, I don’t know. So I remember we were going on a trip down to Lake Powell, my wife and I, and so we’re heading out, swing by Barnes and Noble, I go in the book store, the business section and there’s this book called the Emyth and I was like, “This is the one they’re all talking about.” So I bought it.

Jumped in a car and drive 12 hours down to Lake Powell, Utah, jump on a houseboat, go in the middle of the boat, pull out my new book, learn my internet marketing, start reading and it has nothing to do with internet marketing. I was kind of disappointed at first, but I had nothing else to read, so I kept reading this thing. It was all about systemization, talked about how most entrepreneurs feel. They’re juggling this thing and this thing, juggling 10 different plates, trying to keep them all up top because you know if one falls the whole thing is going to collapse.

He talked about basically going in there and each of these things you’re spinning, create a system around it, plug some of that system in and then run with it. And then doing that through all the different things until eventually you’ve got this thing systemized.

That was kind of the gist, and I’ve never gone super deep with Michael Gerber’s stuff out side of that, I have a couple of friends who disagree with what he says. But the conception is this is brilliant. Build systems to replace the things that I’m doing. I honestly struggled with that for a long time. I think most entrepreneurs do because I think this is the whole point of the podcast. I think I know why, now that we’re doing it the right way.

I think the reason why is because you as the entrepreneur who had to figure out all this crap ahead of time, you had to figure out how to do all these things. You’re taking on like 20 or 30 different skill sets initially that you have to learn to be able to launch a business, which is hard. And some things you’re really good at and some things you are horrible at. But you had to figure out how to do it because there’s no one else doing it.

I had to learn how to write copy because I remember somebody explained it to me one time and I was like, “ugh, that sounds horrible. I hate writing.” And they’re like, “Well, you could hire them, but they’re really expensive.” And I didn’t know how to hire them, so I went, the only person I really knew at the time who considered themselves a copywriter was Joe Vitale and I went to his site and he was charging like $6 a word for email copy. I was like, $6 a word, even the little words like ‘a’ and ‘the’? I guess I gotta learn this crap.

So I had to buy books and study and practice and read and learn and it was painful but I had to do it because there was no one else who could do it at the time.

So then we get to this point where we’re trying to systemize things and we start bringing people in and I think the biggest problem most of us have, is we assume that the people we’re bringing in will have all of the skills we have acquired to get this thing off the ground. I think that’s why I’ve always been frustrated. I bring people in and I’m like, “You can’t do this. Yeah, you’re good at this one part, but you’re horrible at all these other things.” We try to find rock stars to replace us, which is not easy at all.

What I’ve been learning through this new process, this systemization we’ve been doing with James P. Friell, is it’s less about that and more like figuring out all the pieces and bringing in people who are just amazing at that one piece. So what’s going to be weird, how do I say this the right way, because I don’t want to make it sound offensive, because it’s not even a little bit? I feel like for me and for most entrepreneurs, we probably get to level 6 or 7 skill set at a whole bunch of things, that gets this idea off the ground. So that’s kind of where we’re at.

The goal is not to bring in someone that’s the same thing. It’s picking each one of those skill sets that you’re a 6 at, you take that apart and find a 10 level person and plug them into just that one thing. The problem with that, in our mind as entrepreneurs because I know how we all think is, did you say it’s going to take 10 people to replace what I’m already doing. Yes, but those 10 people will be able to do level 10 of what you’re doing, not level 4 or 5 or 6 or whatever you’re doing right now. So it’ll actually become better, but it takes more people to do it. There’s not anyone who writes copy and do customer support.

Even though you had to do that, they are not going to do it. You’ve got to find a level 10 support person, a level 10 copy person, a level 10 funnel person, a level 10 designer, all those pieces you plug them in and be okay with the fact they don’t do all the stuff you did. They’re just going to do that one piece, but they’re going to do it way better than you.

If you try to give them 2 things or 3 things, they’re going to suck at all of it and they’re going to way worse and you’re going to get frustrated and annoyed and fire them. It’s like, understanding that, their level 10 skill set is going to replace your 6, now you get 10 people and all the sudden, now it becomes magic.

I’m looking at what’s happing right now in my business. I’ve always been, I’ve had an amazing team and I’ve been building this team for a long time, and it’s been good. But as we’re specifically trying to replace me on things that I currently do, which I do a lot of things, I still do a lot of things. I’m trying to now do, pull myself out of those pieces and it’s been scary. But I’m trying to find level 10 people at each spot, plug them in and now it’s like, they take what I did and make it better.

I think that most entrepreneurs are probably level 10 at one thing. I think I would say I’m level 10 at one thing, so I’m keeping that piece because I love it, but the rest of it, we’re getting other people. Anyway, I hope that gives you hope, because I know that I’ve systemized stuff in the past, I always get frustrated because I think I would try to give people 3 or 4 things, “Hey you’re going to write copy and do this and do this.” And they can do one or two and the other ones make them struggle and just, they were never able to be rock stars, and it was my fault. I didn’t let them shine, whereas now, stepping away from this and realizing to just have them focus on that one thing.

Just because you did 10 doesn’t mean they should be. In fact, it’s going to hurt themselves and you and everyone. I think that’s part of the problem, not the problem, I guess the opportunity of the entrepreneurship. We have to master 10 things to get this thing into orbit. As soon as you get to that million bucks it’s like, okay, now I just bought my freedom. Now it’s time to take this cash and replace myself with level 10 people.

At first it’s going to be scary because you’re going to spend all your cash on these level 10 people. But if you get level 10 people, then the cash will dramatically increase. If the cash does not dramatically increase, it means you didn’t find the level 10’s.

Anyway, I hope that helps. It was kind of a big aha for me recently. Just watching, I went to go with Norah and I did a little meeting with my team and I’m looking at, that’s the person who replaced this part of me and that person plays that part of me, and that part of me. I look at all these things and I’m like, all of them are better at those things than I am and it’s just so great and I get to go play with my daughter now and they’re doing their piece of brilliance and I can go spend time with my daughter.

Pretty special, pretty cool. That’s the goal, at least that’s been the goal for me. I’m finally getting and I hope that gives you guys some faith and some hope, especially those who have tried to systemize, have tried to replace yourself and tried to hire people and have been frustrated. I get it, and maybe this little piece that I got over the last day or two will help you as well. So I hope that helps. I’m going to get back in there and build some funnels. Thanks everybody and we’ll talk to you guys soon. Bye.

Jan 30, 2018

A cool new way to look at developing your new opportunity.

On today’s episode Russell talks about how he was able to look at his own principles through a different lens after he heard Steven teach them at the FHAT event. Here are some awesome things you will hear in this episode:

  • Find out how Steven helped Russell see the market, submarket, and niche concept differently.
  • Find out the difference between a red ocean market and a blue ocean market.
  • And hear Russell discuss in detail what it means to throw rocks at the red ocean.

So listen here to find out how to still be a part of the red, bloody ocean, while creating your own blue ocean.

---Transcript---

What’s up everybody? This is Russell Brunson, welcome to Marketing In Your Car….No wait, it’s Marketing Secrets now. Welcome to Marketing Secrets podcast.

Hey everyone, you get 300+ episodes of calling it Marketing In Your Car, sometimes it’s hard to break the pattern. Anyway, I hope you guys are doing amazing today. I’m heading in, we got Operation Underground Railroad coming in today. We’re still working on the documentary, so many cool things.

Those of you who are going to be at Funnel Hacking Live, we’re actually going to be showing this documentary we’re building with them, which is super cool and I think you’re going to love it. And then we’re going to help save tons of kids, which is awesome. Good things happening on that front.

Today I want to jump in because something kind of cool happened. We had our FHAT event last week, which the first FHAT event was about a year ago and I taught it. FHAT is F-H-A-T Funnel Hack A Thon, that’s the acronym, so we thought we’d shorten it and call it the FHAT event. Everyone calls it the F-HAT event and everyone’s confused by what it is. But that’s what it is, it’s the Funnel Hack A Thon, F-H-A-T.

Anyway, the first one I taught for three days and it was awesome I think, people liked it and I thought it was good. Right before Funnel Hacking Live last year, which was kind of dumb. And then we’ve done I think 5 times, we did it after that. And Steven started teaching, first he taught half of it, then more of it, then the majority of it. And we did our last one, it’s kind of sad, we may bring it back, who knows. But we did the last one last week and it was really cool.

And it was fun because, like I said, Steven’s been teaching it and each time he teaches it, he gets better at it and better at it. But three weeks ago he officially ended his job here at Clickfunnels and went out on his journey as an entrepreneur and he took all the stuff that we do in the FHAT event, talk about in the FHAT event and he launched his first webinar and he’s made 100k in the first three weeks. And it’s like, oh my gosh, this stuff actually works. Who knew this whole time?

And what’s fun, this FHAT event, this is after he had a chance to go and do all this stuff. So now he, his belief level was there before, but now it’s ten times better. And it was crazy watching him on stage, I was super impressed. In fact, I was going to listen for 5 or 10 minutes because I had this big project I needed to do, and he started to speak and I started listening, and I was like, dang this is good. And I just sat there and I listened for over an hour.

And it was cool, it was cool hearing him take a lot of the principles and stuff that we talk about in Dotcom Secrets and Expert Secrets and then weaving it together, and then taking his spin. How did he think to do this when he was creating his offer and his thing like that? And one thing he said that was just really, really cool and it’s not different than we talk about in the Expert Secrets book, or I’ve talked about with you guys, but it was just a different lens. And because of that it was so, so cool.

So if you’ve read Expert Secrets, if you haven’t you’re insane. Go buy it. I spent a decade of my life learning this stuff to give it to you for free. Go to Expertsecrets.com. But if you have read it you’d remember it talks about initially there’s three markets. There’s health, wealth and relationships. And every time we share that people are like, “No there’s other things. What about razors?” And he actually brought that up as a thing, why do people buy razors? What’s the reason? They’re shaving because they want to look good to get a girl. Relationships. So it’s in the relationship market. It works for everything, it fits somewhere in those things.

That’s the core markets and if you think about back in the day, whoever was first in the core market, it was probably one dude that taught health and he was the weight loss guy and everyone gave him money because he was amazing. Then someone else was like, “Wait a minute, I know how to lose weight too, maybe I should jump into health.” And then he jumped in and this blue ocean of a market became this red, bloody ocean with tons of people.

So then the evolution of markets started happening. So we got health, wealth and relationships and they evolved to a niche or submarket. Sorry, it’s been a while since I read my own book, to a submarket. So let’s say inside of wealth, it’s not just teaching you how to become wealthy, there’s these submarkets inside. There’s real estate that you can use to become wealthy. There is internet marketing to become wealthy, there’s stocks, all these submarkets within there.

Initially whoever broke out in a submarket, blue ocean, all the money started happening. But then some other guy is like, “Well I know stocks too, maybe I should jump in and teach this stuff. Maybe I should create software that does this.” or whatever. So those red oceans, excuse me, those blue oceans start become bloody and red again, and it gets harder and harder with more competition.

So that’s the market that you guys are in today. You can come in and jump in the red ocean, but the problem is you’re competing for people’s attention for the same kind of thing, it’s difficult. So the next phase of that is coming down to the third level, the niches. You develop, you create your own niche and I purposely don’t say don’t find your own niche, because if you’re finding your niche it means you’re jumping into a red ocean. But you’re developing, you’re creating your own niche within this ecosystem.

One thing he said that was so cool, and I want to come back. He said, “You niche needs to come out of a red, bloody ocean. If you don’t know what your red ocean is that you are breaking out of, then you’re not doing it right. You didn’t pick the right thing.” So for example, let’s say it’s this example of the relationships…health, wealth and relationships. The relationships, shaving, because shaving is now this bloody thing right. There’s all these thousands of people selling shavers and stuff. You need to know, that’s the bloody market. You’re goal when you’re building your business is to look at that bloody, red market and you’re going to be actually throwing rocks at them, throwing stones at them. This is how you separate and become this unique different thing.

You have to be able to see the submarket, the red, bloody ocean, and throw rocks at it. So if you’re in the shaving market and you’re looking like, man this is a bloody market. How do I create something new, a new niche, that gives me the ability to throw rocks at the red, bloody ocean? He talked about some examples, one is Dollar Beard Club. You shave? You’re a moron, real men don’t shave. Now they can throw rocks at the red bloody ocean that they are breaking off of.

Think about this, I’ve seen this in the last year, with stocks. So there’s wealth and inside of wealth there’s the stock markets, and inside of stock now there’s this magic thing that’s becoming sexy and exciting called cryptos. People who have crypto offers have to go back to the red bloody ocean of stock, investing, things like that, and they have to throw rocks at the red ocean that everyone else is fighting in. You have to throw rocks at it and that is what separates you and creates your blue ocean. Now crypto has become bloody, so now it’s like if cryptos is a bloody red ocean, what’s the thing that I got that I can look back at the crypto red ocean and I can throw rocks at it. Everyone’s doing cryptos this way, this is wrong, this is bad, throwing rocks at it and boom that creates the separation for your new blue ocean.

And I thought it was a really unique, I’d never thought about it in that way. You have to identify the red ocean that you are building, that you are coming off of to build your new opportunity. So you gotta find that and then you have to throw rocks at the red ocean and that’s how you create that separation that creates your blue ocean. And it’s just fascinating.

So if you’ve got a business right now and I were to ask you, which one of the markets are you in? Health, wealth or relationships? You gotta tell me that, and from there what submarket are you in? I’m in internet marketing. I’m in stocks. I’m in real estate or whatever. You’ve figured out that. Now it’s like, okay now that you figured that out, what are you doing to throw rocks at that to make separation to create your blue ocean.

You guys getting this? Is this making sense to you guys? If not, let’s do it again. It’s huge. Even for me it was a big light bulb in my head. So thank you to Steven for explaining it that way, again same framework, but looking through it through someone else’s lens is fascinating the different tips and ideas you get, again, because it’s not different. It’s still the three markets, submarkets, niche, but now it’s like, how you create that niche is coming back to the red ocean, identifying it, throwing rocks, creating the separation and boom that creates your actual blue ocean.

It gives you all the things you need for your sales pitch, for you launching it and introducing your new opportunity, all those things come out of that magic. So I hope that helps. Like I said, it was super cool, I loved it. There was so much more gold that he was dropping in there, it was amazing. It was really cool to see someone else teach a lot of your principles through a different lens. So fascinating. I told him after, “I enjoy you teaching a lot better than I ever taught it. So that’s awesome.”

Anyway, I hope that helps you guys. Figure out your three core markets, which on you’re in. Figure out your submarket, find that red, bloody submarket that money’s already in, that customers are already in. That’s the other thing, a lot of times people build these businesses and they launch and there’s no customers. Find a red, bloody market where there’s tons and tons of customers already there. The more competitive the better, and that’s where you create your separation of your thing. Because then it’s like you’re going back to those red, bloody oceans to get those customers to come to you.

It’s like how I get traffic. You identify that red, bloody ocean where all that traffic’s at, and then you jump in front of there and throw rocks at the red ocean they’re currently swimming in, and they’re like, “Oh my gosh, he’s right.” Boom, that’s what brings them into your new opportunity, to your blue ocean. So cool, so amazing.

Anyway, I hope that helps you guys, I’m going to go work today and get things prepped for Operation Underground Railroad, amazing stuff is happening. Appreciate you all. If you got anything from this please go to iTunes and leave a comment and/or share this with your friends, family members and other people who you think this would help. Thanks again you guys, appreciate you all and we’ll talk soon. Bye.

Jan 29, 2018

Something crazy happens to the people around you when you start having success.

On this episode Russell talks about one of the big downsides to success that may catch you off guard. Here are some of the interesting things to listen for in today’s episode:

  • Why the saying “Misery loves company” is true when it comes finding success.
  • Why you need to prepare now for when you have success, because people relate to you more when you fail.
  • And why you should be excited for other people when they achieve any kind of success.

So listen here to find out how to attract successful people in your life, and why you shouldn’t be surprised when people aren’t happy for your success.

---Transcript---

What’s up everybody? This is Russell Brunson, welcome to the Marketing Secrets Podcast. Today I want to talk to you about something that as you start having success is going to happen to you and it’s going to throw a lot of you guys off because it’s not something that makes a lot of sense.

Alright everybody, welcome back. I’m pumped for today’s episode because part of me, partly it causes a little fire under me, and I realized I forgot that this happens, and I think it happens to a lot of people and it either keeps them from success or it keeps them…..the fear of it keeps them from success or worse, they have some success and it happens and then it causes downward spirals.

Check it out, for those watching, there’s our field, all the snow’s melted. Going to start playing some more out there.

Anyway, this is interesting. As you are growing up in life and you are surrounded and you start getting your network of friends and family and all sorts of stuff, what’s interesting is your friends and family, you like them a lot because they connect with you, they understand you, and the craziest thing happens. When people are miserable or they mess up or they have problems or whatever, people relate to them.

It’s the weirdest thing. So if you’re sick, everyone relates to you. “Oh I’m so sorry you’re sick.” And if you’re like, “Oh I’m overweight.” They’re like, “Oh I’m so sorry you’re overweight.” Or “Oh I’m broke.” “Oh my boss sucks.” “Oh my job.” “Oh school.”

When you’re miserable, everyone will instantly jump in and empathize, have empathy with you and it’s really, really nice. And we get connection from that and we build friendships and things like that are interesting. And it seems like the worse you are and the worse things that are happening to you, the more people give you love and connection, which is why a lot of people live in a zone where they just stay miserable, because the more miserable they are, the more love and connection they get, they have more significance they get, and a whole bunch of other weird things, even though it seems backwards.

So something weird’s going to happen to all you guys. If you’re listening to this podcast it means you’re going to be successful. You’re going to go out there and start doing things differently and you’re going to be trying things and working…Holy cow, someone just almost hit me……You’re going to be trying things differently, be thinking differently and it’s going to be weird. And you’re going to have these friends around you and you’re going to be excited and telling these stories, and at first they’re going to be watching you fail, and they’re going to be there for your failures, they’re going to rally with you, they’re going to be there.

And then something’s going to happen, you’re going to figure this game out, and you’re going to start having success, and the weirdest thing happens. You think that all your friends are going to come back to you and be like, “Oh man, you’re having success.” You assume they’re going to be happy for you, because they’ve been miserable for you, with you. But you assume, and all of us are the same way, we assume that because these people were miserable with us that they’re going to be happy with us.

And the weirdest thing happens, when you have success all these people who you thought were your really close friends, who you thought were going to be grateful and excited and happy for your success, and you get it and guess what happens? They’re not happy for your success. It’s the weirdest thing. And it causes these weird emotional, mental things for us as entrepreneurs. We’re like, “I don’t get it, these are my best friends. Why aren’t they happy I’m having success.”

And it’ll sabotage you. A lot of times you’ll slip back into you not being successful because you’re like, screw that, I want my friends to like me, I’m going to be miserable. And then you’ll mess up and they’ll be like, “Oh come here, we’re all friends again.” It’s the weirdest thing.

I wanted to share that with you. I’ve had a couple of things, recently that are…there’s this guy I used to go to church with, and I didn’t really know him that well, I knew of him and it’s crazy. Apparently he messaged me on Linked in, this is like 7 or 8 years ago, when I first started to go to church there, and he messaged me on Linked in, and I didn’t, I had a Linked in account, but I hadn’t logged in, but I didn’t know about it. And somebody told me 4 or 5 years later that he was saying I was really rude or something. I’m like, “I’ve never even talked to him before. Find out why.” And apparently it was because I never responded to his Linked In message.

So rule number one, don’t assume people are reading what you’re messaging them. Crazy. I went and logged in to Linked In and searched through 5 or 6 years of back message and I found it, and I was like, “Oh man.” So I messaged him, “Hey man, I’m sorry, I’m on Facebook. I don’t check Linked In. I apologize.” And he’s like, “No worries man, it’s all cool.” So I’m like, alright whatever.

So then I end up moving, going to a different, in the Mormon church we call them wards, same church but different ward, different area, different group or congregation or whatever you want to call it. So I’m in this other congregation just doing my thing, and honestly, you guys know this because you’re  here. I’m just doing my thing, I am obsessed with the art of what I do. So this is like me painting. Business and entrepreneurship is my art. So I’m doing it and I’m obsessed with the success of people going through it.

In the last, we had a FHAT event last week, and in the three day FHAT event, we had 18 people get 2Comma Club awards. It’s crazy, we’re doing multiple 2 Comma Club, making multiple people millionaires in a day right now. That’s what I’m passionate about. And I’m so fired up for other people’s success. We’ve got 10 – 12 people who have passed 8 figures this year, it’s crazy. That’s what I’m excited about.

So apparently one of my friends came up to me and he’s like, “Hey, you know so and so?” I’m like, “Yeah, how’s he doing?” “Um, he’s doing alright…” and he tells me about this conversation they had and I guess in this conversation he’s like, “I’m not impressed with Russell. I’m not impressed with anything he’s done.” I was like, “Well tell him next time you talk to him, my job, I’m not trying to impress him. I’m doing my art and trying to make people successful.” It just blew my mind, that guy, I don’t know him that well. But he should be happy for me. I’m helping other people, I’m helping tons of people have success. Why aren’t they happy? It’s the weirdest thing.

There was a person, not my immediate family, but in my family, same kind of thing. I won’t tell too much of the story because who knows, maybe they listen, I doubt it, pretty sure they don’t. But apparently anytime someone talks about Clickfunnels in the family, this person will stand up and walk out. Because they are so frustrated and upset about whatever, I don’t even know. It doesn’t make sense to me.

So I just want to warn you guys, as you start having success, a lot of people you love and care about around you, who you think should be excited for your success, they’re not going to be. And it’s going to be hard and you’ll be like, “What? I thought you guys loved me.” And yeah, they loved…I don’t know.

I remember sitting at a Tony Robins event, UPW, and he was talking about this. When you have enough weight, they all love you, but as soon as you start losing weight and eating healthy, they instantly just turn on you. So I just want you guys to be prepared for that, be warned for it. Understand that it’s not their fault, they just love, I don’t know, there’s something about…they can relate to the unhappiness, they can relate to not having success.

So it’s like, when you start succeeding and doing these things, it scares them to death, and they’re scared that you’re going to progress past them or scared you’re going to leave them or whatever those things are, and a lot of times it becomes a self fulfilling prophecy because they start not being happy for your success and when you fail, they’re secretly hoping you fail because they want you back to where they were at, so they can connect with you still.

So don’t let that be a thing that keeps you back, because you’ve got a gift, you’ve got something that you’re amazing at. There’s something that you can do to change the world and if you succumb to that, you’re going to lose out on that and people’s lives won’t be changed because of that. There’s Mr. James P. Friell driving in behind me.

Anyway, I just wanted to share that because I’m sure some of you guys have either hit that or you’re going to hit that, just be aware of it. Second side of that is, when people have success, be excited for them. Be that person that’s like, “Man, you lost weight, congratulations.” “Oh man, you’re making money, that’s awesome.” Be the person who’s excited. I’m genuinely pumped when people are successful. And it makes me laugh because I meet people all the time that are like, they talk about their successes, they’re not proud of it. They’re proud of it, but they’re afraid to talk about it because they know that people will come back and be like, “man, sounds like you got lucky.” Or “Good timing for you.”

I’ve had people tell me before, I remember when I won my first state title, I had a friend who had started wrestling at the same time as me, but he quit. And he’s like, “Oh well if I would have kept wrestling, I’d be a state champ too.” I’m like, “No you wouldn’t. You quit. By definition you never would have…”

When I’m successful in business people are like, I remember I was at some, where was I at? Somewhere, and someone asked me, so I told them this is what happened. They’re like, “Man, you got so lucky. I wish I could find something like that.” I’m like, are you kidding me? So lucky? You remember the last 15 years while you were goofing off working 9 to 5 and going to bed at night? I wasn’t. I wasn’t lucky. I freaking worked my face off.

It’s just funny because people are afraid to talk about that. So when you meet somebody and they tell you something about themselves and it’s exciting, they’re probably going out on a limb there, and probably nervous and scared. Instead of being like, just be pumped for them. Be excited, tell them “Holy crap! That’s amazing.” And pump them up, because if you do that, you’ll attract more people like that. And it’s going to make everything easier for you and your life better.

So there you go, I hope that helps. Look how foggy it is here in Boise today. It’s been foggy all weekend long, it’s kind of cool. Anyway, I’m going to end this, but I want you guys to know I’m proud of you, I’m pumped for you, I’m excited for you. The more success you have, the happier I am. All I care about is your success. Find people and surround yourself with people who are the same way and become that kind of a person. Peace, see you guys.

Jan 23, 2018

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

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

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

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

---Transcript---

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Jan 22, 2018

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

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

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

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

---Transcript---

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Jan 18, 2018

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

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

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

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

---Transcript---

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Jan 18, 2018

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

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

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

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

---Transcript---

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Jan 16, 2018

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

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

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

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

---Transcript---

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Jan 12, 2018

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

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

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

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

---Transcript---

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Jan 9, 2018

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

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

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

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

---Transcript---

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Jan 8, 2018

Don’t forget your responsibility to your customers, it should keep you up at night…

On today’s episode Russell talks about the responsibility you have to your customers to make sure that what you are selling them is high quality. Here are a few insightful things in this episode:

  • Why thinking about your customers should keep you up at night.
  • And why it’s so important to make sure what you are selling is high quality.

Listen here to find out why with great power comes great responsibility.

---Transcript---

What’s up everybody? This is Russell Brunson, welcome to the Marketing Secrets podcast, and yes I am wearing a tie.

Alright everyone, so I hope you guys are doing awesome. I just got done with church and I’m actually, this is a real proud moment for me. My kids, my two twins are out doing something that we call Fast Offering, so they are out going to people’s houses and they go to church with us, and basically getting donations to help people feed the poor and things like that, which is kind of cool. So I’m driving them around and they’re running in. So I’m going to be pausing and starting this one over as they’re going in and out. But they’re in a house right now and it’s kind of a fun, proud day for me to watch the kids go out and do that, so it’s pretty cool.

But I wanted to share with you guys something, and I’m going to keep some of the names private to protect the innocent. But I think this story is really, really important. So one of my close friends recently did his first webinar and crushed it on it. Probably not at liberty to say numbers since you don’t know who I’m talking about, doesn’t really matter.

But did over 20 thousand dollars the first day and then has gotten a whole bunch more through replays and stuff. It was their first shot, first time doing this and they’re on top of the world. “Man, people are paying me for my stuff. It’s so exciting.”

I know that any of you guys who have success selling your own thing, you feel that. You’re just like, “I can’t believe will pay me for my thing.” And it’s so fun and so exciting. For the next day or two he was in the emotion of that, and the excitement of that. And then yesterday he messaged me, he said, “Dude, Russell, I don’t know what to do.” I’m like, “Well, what happened? What’s the matter?” He said, “Someone messaged me and they said they needed what I was selling so bad, they actually went and…..” I don’t know, sold a car, or refinanced a car, or something to get the money to be able to buy his thing.

And he’s like, “I don’t know what to do, I don’t know how to take that. This person probably didn’t have the money to do it, but they were so compelled by my presentation and offer and everything that they went and they did this thing to get money they didn’t have to be able to buy my thing. I don’t know how to take that. Do I refund their money? Do I give it to them for free? Do I not?” It was like this weird conundrum.

And some of you guys have been through that, where people who believe in you and trust in you, and trust in what you have to say and what you created, that they’re going to go and pay you for it. And sometimes it’s scary. So all I did is I texted him back one line, and it’s the line from Spiderman, so yeah, it’s a cheesy superhero movie, but I texted him back, “With great power comes great responsibility.”

And I wanted to share that with you guys because as you are creating these businesses and you are selling people products and you’re selling services and you’re selling hope and dreams to people, unfortunately it’s not going to be 100% success rate, and understand that. But for you guys who are doing that, as you’re learning these skills, you’re learning a power, a great power. Where you can persuade and influence and help and serve and change people’s lives. I want you to remember that, with great power does come great responsibility.

Knowing that I can’t help everyone, but I need to put everything into my product or my service. I need to put my heart and my soul because these people, they’re trusting me with their money, with their well being, with their families financial safety, they’re trusting you with it. So with great power comes great responsibility.

Bowen: Hi! We played with their dog while we waited.

Russell: Was that pretty cool?

Bowen: Yeah.

Russell: That’s the power of service. You get to play with their dog. What was their dog’s name?

Bowen: Shadow.

Russell: That’s pretty awesome. Alright, Dallin’s about to come back in too. Do you like the doggie, Dal?

Dallin: I didn’t know they had a dog.

Russell: So what did you guys just do?

Dallin: Pet the dog.

Russell: Besides pet the dog. They’re doing their duty, doing Fast offerings, helping the poor people. Alright, I’m going to be back here in a little bit you guys.

Alright they’re at the next house, so I’ll finish this up. But anyway, I just wanted to kind of restate for all of you guys, as you are learning this game and this thing, that while you’re making money, don’t forget about the people. The people you’re serving, the people who are paying you for your thing, and make sure that that keeps you up at night.

It keeps me up at night, knowing that people are investing in my products and my services. I’m like, “I gotta make these things the best in the world.” Because I know that someone on the other side is gambling something in their life. They’re going without this to buy whatever my thing is. And if I haven’t put my heart and my soul into the delivery of the fulfillment of that thing, then it’s not worth doing.

And I want you guys doing that because the marketing stuff’s easy to learn. It’s easy to get people to say yes. But if you really want to build a legacy and really want to change people’s lives, you gotta get them to say yes and then actually serve them and fulfill at the highest point you can.

So that’s the game, that’s the game you guys. So again, with great power comes great responsibility. Serve your people at the highest level, let that keep you up at night. Keep focusing on them, do not forget about your customers. They are the reason why we’re in business. That’s all I got you guys, appreciate you all and we’ll talk to you guys soon. Bye.

Jan 5, 2018

Here are five things to do to make sure that a funnel will even work for what it is you’re trying to sell.

On this episode Russell talks about putting the right people on your team to be able to best market your product or service. Here are some awesome things you will hear in this episode:

  • Find out why you should have your entire team take the disc profile test to find out where they best fit in.
  • And Why it’s important to have the right people in the right positions for your business.

So listen here to find out why it’s so important to use the disc profile system to put team members in the right position for your business to grow and be successful.

---Transcript---

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

Hey everyone, sorry it’s been a little while since you probably heard from me in any channel. I have been suffering my first sickness in probably 3 or almost 4 years, as long back as I can remember actually. So it’s been a long time. But I actually just drove my parents to the airport and dropped them off and had some thoughts I wanted to share with you guys about is your business ready for a funnel.

The reason why this is kind of top of my mind right now is my dad was in town and he’s got a really cool accounting business, which some of you guys use him, which I appreciate that. I get nothing for recommending him, but he’s awesome. It’s Bookease.com and they do business structuring, so they help get you protected by the way you structure your business. They do accounting, they do bookkeeping. If you haven’t paid taxes in like 5 years, like most entrepreneurs seem to not do when they get started, they do all that stuff to catch you up. It’s a really cool business. Bookease.com.

I talked about it before on this podcast, I told everyone that it’s like the cheapest thing ever and I keep trying to get them to raise their prices and it’s funny as they’re trying to turn this into an actual business, business…it’s a good business, they’ve gotten a few hundred clients, a lot of Clickfunnels members, inner circle members, stuff like that, that they do stuff for and they’re trying to grow. I keep telling my dad, these are things that need to happen for you to be able to grow.

So I want to share them because I think it’s true for a lot of businesses who make this leap. They’re trying to transition from whatever they’re doing now into using funnels. I know my dad, he didn’t want to bug me, so he went and hired someone to build funnels. The person building the funnel, built a webinar funnel and my dad showed me, “Our funnel’s done.” And I look and I’m like, “okay, do you have a webinar?” and he’s like, “No.” And I’m like, “Then why did he build you a webinar funnel?” He’s like, “I don’t know, he told us we needed a funnel and this is the funnel he built.” I’m like, “Who builds my dad a funnel and doesn’t even talk strategy.”

So that’s what today’s lesson is going to be about. Kind of going off the top of my head, but these are the things that are necessary if you want your company to be successful with funnels.

Alright number one, you need to have somebody on your team, in charge of marketing, who is a high D. The reason why I say high D, this is if you take the Disc profile, d-i-s-c, if you take the disc profile, you have someone who is a high D, or is a driver. There’s so many companies I know that do not have a high D that’s running stuff and because of that nothing actually ever gets done. So number one, you need to have a high D. If you do not have a high D on your team yet, you are not going to grow.

I have bad news for you you’re not going to become a high D if you are not one already. It’s not something I believe you can develop, nor should you try to develop it, you should find the right person to do that. Now I’m a big believer that the only thing in your business that actually matters is the marketing, therefore I think that for most of you guys, your CMO and your CEO should be the same person, because that is business in marketing.

I know that some of the product people out there will disagree with me, but I think that I’m right, and I’ve got the bank account to prove it. So there you go. Just kidding, I don’t want to be the annoying guy, I’m not that annoying. I just want to make a point that you need to have somebody that’s driving the marketing and hopefully it’s the CEO or the owner or whatever. And that person needs to be a super high D.

So if you’re not a high D and you wonder why your company’s not growing, it’s because you don’t have that person yet. So take the disc profile, it’s free online. In fact, I think if you go to tonyrobbins.com, scroll to the very bottom, the little link says disc profile, take that and find out if you’re a high D. If you’re not find out who on your team is a high D, and if you don’t have one on your team, if there are no high D’s on your team, you’re not going to drive this thing to where you want it to go. You’ll have visions and you’ll think about how nice it’d be if you could have a bigger company, but you are not going to be able to do it. It’s just not possible without a high D on your team.

So get a high D, make that person in charge of the marketing of your business. That’s number one. Because number two is going to be, become obsessed with the marketing of your business. And we’ve talked about this a lot before, in the past. But there needs to be somebody who’s obsessed. If there’s not somebody on your team who’s read both my books at least twice, then there’s not an obsessive marketing person on your team.

And I’m just saying my book because my book’s a compilation of all grid marketing books put together into strategic, chronological order. These are not my thoughts, my books are, here’s Russell reading 800 books and then putting them in chronological order after testing everything and telling you what actually works and the order it works.

So if someone in your team, in this day and age, who’s building a funnel and in charge of marketing is not obsessed with my books, not out of ego, but just out of the fact that they’re not going to be successful. They need to read it and understand it, and read it, and read it, and read it. Because if this person says, “hey, we should build a webinar funnel.” And they start building a webinar funnel and put all of your time and your money and your expertise into building a webinar funnel and then you come back, “But we don’t actually have a webinar yet.” They should be fired. Just make sure you are fully aware of that.

Because they need to understand the strategy, they need to understand the selling, they need to understand all those kind of things. All those things are very, very important. So that’s number two.

Number three, you have to create an offer that can sustain paid traffic. We are in a world right now, and it shifts all the time, today, the world we live in right now, the majority of your guy’s traffic, and I know this because we get billions of visitors a year coming through Clickfunnels. The majority of your traffic right now is coming through Facebook. The majority.

Good old Mark Zuckerburg is going to charge you, on the low end, the very, very low end, one dollar per opt in, per register, per whatever it is, per lead. On the high end you’ll give him 8-10 bucks per lead. So if you’re selling something that can’t sustain where you gotta spend…I’d say on average you’ll get $3-5 a lead. Between $3 and $5 a lead.

So if you’re selling something, let’s say you’re selling a $50/week payment, let’s say you’re a chiropractor, a $50 a week payment or whatever, I don’t know. My brain’s kind of tired, so that’s probably a bad example, but whatever it is you’re selling. And you’re saying, look for me, I’m going to need 100 leads to close one person or three people or whatever, it’s costing me $5 per lead, so I gotta pay whatever the cost of being there. If those numbers don’t work for you, you have to shift your pricing strategy.

That’s my biggest problem for my dad right now. Is that they’re, they have really inexpensive accounting services, which is great for his clients, the ones who know about him, and nobody else will ever know about him because he can’t sustain growth right now. So that’s why you guys should go use them quick before they jack their prices up like I keep telling them to. You need to have money to be able to spend on advertising to acquire customers and bring them in. And probably incentivize a sales person at high D. Because most high D’s, they’re rainmakers, right. They want to pay a lot for the work that they do.

Unless you are the high D who is going to be doing that, you need that person there to be able to afford them. So you’ve gotta be able to have those things in place. You’ve gotta change your offer.

I keep telling my dad, “People need to pay you at least $2000 to begin the interaction with your company. That gives you at least $1000 you can spend to get that customer, which is going to be necessary in the business model you’re in.” So you gotta be able to figure out, do I have an offer I can sell right now? That first off is sexy, that people want. And second off, I can charge enough money that it’ll make me money and it’ll cover all of my advertising expenses. If not, you’re not going to be able to grow your business, no matter how great your product or your service is. Unfortunately, this is true. So you gotta make sure it’s going to be able to sustain the growth of it.

So what do we got? We got driver, number one, someone obsessed who can drive this thing. Number two is the obsessed with marketing and sales, just going to geek out and just go crazy to understand the strategy behind your specific business. Number three, you gotta make sure you have an offer that will absorb all the costs of advertising. So you can go out there and you can advertise. And then number four, you gotta have somebody who can sell the thing.

There’s different ways that we sell stuff online. There’s sales letters, like long form sales letters. So if you’re going to be selling through sales letters, you need a copywriter who is good. Copywriters aren’t cheap. Or if you’re going to do sales over the phone you need someone on the phone who can sell.

My guess is that most of your sales people are also going to be high D’s. not all the time though. Sometimes copywriters are and things like that, but if you’re going to be doing webinars, either you need to do the presentation, or somebody needs to do the presentation, and that person is typically going to be a high D. They’re going to be doing stage/event presentations, webinar presentations. You need somebody to sell the thing that you’ve got.

There’s a lot of ways to sell. You can sell through the written form, sales letters. Verbally through phone sales, audio, video, webinars, there’s different ways you gotta figure out what’s the sales mechanism that’s going to sell that offer that you created. So that’s the next piece of the pie.

And the last piece of the pie is who’s going to be getting the traffic, those people to show up so the person can actually sell them with marketing. So you got the marketing that drives the traffic that brings the people in, then the sales person can sell to the person your amazing, irresistible offer that will cover all the costs of all your advertising, plus cover the cost of all the people involved to make this amazing thing happen. And that’s how this whole game is played.

So I just wanted to kind of put those things out there for those who are, the funnel’s not working for them yet, you’re not quite figuring it out, you’ve been trying this thing, you’ve been dabbling, you’ve been struggling, all those kind of things. I know those things are all true and are all real and if I was building a business from scratch, if you had hired me as a consultant, this is exactly what I’d do, I’d be like, “Okay, who on your team is a driver? Take the disc profile, you got no drivers on your team, you need to hire a driver. Let’s go find one quick.”

Or it’s like, “Hey, that dude right there who is doing nothing, that’s your driver. Put him in the spot.” Then number two is, alright this person needs to become obsessed with the marketing and the sales, they need to be awesome at the strategy and the driving of this thing. Because sometimes you might have to create 10, 20,30 funnels before you get the one that pops for you. So the person gets bored after attempting the first funnel is not the right person. You need a driver who’s obsessed, who’s going to keep going and going and going until this thing works.

Then I’m going to be figuring out, okay what’s the actual offer we’re going to be selling because it needs to be something that’s big enough to sustain the growth so we can grow this as a company. And I’ll make a really sexy, irresistible offer that’s expensive enough to cover all the costs.

And then from there be like, how are we selling this thing? Are we selling through webinar, through whatever. Either I’d be doing the webinar or hiring a webinar person, or hiring a copywriter or whatever. Figuring out who would be selling this thing, that’s the next key.

And then the last is who’s the person that’s going to be driving the traffic? Who’s going to be getting the eyeballs to show up so we can actually sell them? Those are the pieces, and if you don’t have those pieces, it’s probably why you’re struggling right now. It’s time to start building your Avenger team, we talked about this last podcast episode I think. Find the people around you, start building a team. Look at this like a real business.

There’s two ways to build a business. One is to try to learn all the stuff yourself and it’ll take a long time and take a lot of effort and work. Number two is to go hire a bunch of people to do it. Which that costs a lot of money, it can be done, but it’s way more expensive and typically you’re not going to be able hire the best. And number three is start networking, start building an Avengers team. Find people who all believe in the vision, the mission.

One of my first mentors, he passed away a couple of years ago, his name was Chet Holmes. I remember I was talking to him initially, he told me about his company he built. He built his entire company with a single person on payroll. Everyone was paid based on a percentage of what they sold. I was like, what?  He said, “Yeah basically the way it works, our company’s big months we all get big checks, small months we all get small checks.” That’s the way a company should be run. If I were to start over everything from day one, once again, I would definitely be doing it from that vantage point.

Find people bring them in together, sell them on your idea. Don’t just bring in people because you know, your friends and family members though. Find the right people, take the disc profile, surround yourself with what you aren’t. If you’re a high D and a high I, find people who are a high S and high C and visa versa.

In inner circle Mandy Keene is one of the inner circle coaches. She did a training on disc profile, and she did a really cool thing when she showed my disc profile and showed all the people around me, my core team, my management team, who are my partners, my assistant and all these people. It was interesting how we looked at me versus all the people around me, how they all compliment me in this really cool way that based on that we have this one super human.

Because unfortunately, we’re not all super humans. I wish I was. I wish I was a high D-I-S-C, but I’m not. So I gotta surround myself with those other people. Anyway, I hope that helps you guys. I am almost back to the office. I’m going to bounce because I’m going to start having a coughing attack and I want to do that off camera. So thanks everybody, I hope you have an amazing day and we’ll talk to you guys soon. Bye.

Jan 4, 2018

As you grow, your weaknesses will start to show, here is how to strengthen those holes as they are exposed.

On today’s episode Russell talks about setting a goal last year to pay off his house, and why it was so important to him. He also talks about fortifying his business to make sure it can’t be destroyed by something stupid. Here are some of the cool things to look for in this episode:

  • Find out why paying off his house was such a big goal for Russell for years.
  • Hear some of the things that have kept him from reaching that goal in the past.
  • And find out why it is so important to find the holes in your business and strengthen the weaknesses to protect yourself from those looking to destroy you.

So listen here to see how you can bump up your security at home and at your business.

---Transcript---

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

Alright everybody, so I have not done a podcast for a little while and the main reason is that I am honestly on my death bed. I can barely breathe right now and I apologize if I’m coughing. But I must get some messages out.

I had a really cool Christmas episode I wanted to do and I was just literally dying so I couldn’t. But I still think I’m going to do it. Maybe I’ll do it as a New Years episode instead. Anyway, that’s kind of, basically what happened, New Years Eve we were getting, my brother and Brent and his family were coming over for dinner, and right before they showed up I started feeling really sick, my legs hurt and stuff. So I took some medicine and that’s where it began. And I’ve had since then, it’s been six days now, a fever between 103 and 104 degrees since then.

Which means I’ve been forced to be in bed and haven’t eaten anything. So I’ve lost 15 pounds in the last, since then. So the one positive of everything else is I didn’t have to do cardio to lose weight, so that was pretty sweet. But I haven’t eaten anything yet in a week, and I’m still not hungry so I’m just going to keep riding it until my body tells me I’m hungry again.

Anyway, I’m feeling a little better today. My cough is harder today, so that’s the only thing that’s kind of hurting. But I’m just too excited right now about where I’m about to go. So I want to share with you guys because, it’s funny, I have this weird fear about sharing this with you guys, and I don’t know why. I think I might know why.

So some of the back story of this is I actually, my dad bought me the book Rich Dad, Poor Dad. Actually let me rewind before that. So before I got the Rich Dad, Poor Dad book, my dad always told me you should try to pay off your house first. Because I remember he paid his house off and he was all excited, he was like, “Yeah, you always want to pay your houses off, that’s just one of those things you want to do.”

In fact, I did an episode on this probably 3 or 4 months ago, about paying your house off first. The reasoning is because it gives you the security of your house being paid off, gives you the ability to go out there and risk as an entrepreneur, which we have to make crazy risks sometimes. It’s hard though, to risk things if you’re like, my family could lose their house. That’s the weird fear there.

Anyway, when my dad got me the Rich Dad, Poor Dad book, I read that and it was talking about assets and investments and I was like, “You’d be a moron to pay your house off. Why would you ever do that? It doesn’t make any sense.” I remember asking my dad that. I was like, “Why would you? That doesn’t make any sense Dad. All the money is just sitting there.” and he said, “You know what? It may be sitting there and it may not be the smartest investment in the world, it might even be a dumb investment. But I tell you what, you sleep better at night knowing that it’s paid off. Knowing that no matter what you risk as an entrepreneur, you’re not going to lose that, your house. And your family will always have a house to be in.”

So after that point I always wanted to pay off my house and I remember the first house my wife and I bought, we lived there for ten or eleven years. It wasn’t a crazy house, it was a nice house. And I always wanted to pay it off, but just never was able to. And towards the end I knew I wanted to buy another house, I just put a lot of money into that.

And then we bought this new house 3 years, it’s kind of a crazy house. And I was like, dang. My goal initially, I want to pay it off within a year of buying it. And I was not able to. And it was kind of a crazy, I don’t think it was a real goal. I was like, I told people that because it’d be kind of cool. And then the second year went by and I’d taken a big whack down on the house and we also built a big pool house that summer and a couple of other things.

But we hadn’t paid it off, so last Christmas time, or last New Years I set some New Year’s resolutions and I had two New Year’s resolutions. One was to get a pass of industry outside of Clickfunnels to cover my monthly living expenses, which is less than $20 grand a month. So I was like I need something that covers $20 grand a month that I could live for free even if the business disappeared. And the second thing would be to pay off my house. So that was my goal a year ago.

And then right after that we had the, if you go back in time and listen to the podcast, storming and flooding and our house flooded. Craziness. We rehabbed the whole house, it took 8 months. And then we built a huge crazy soccer field, all sorts of things that I was still paying a lot of money towards the house, trying to get it paid off, but it’s a big, it’s 11 thousand square foot house on five acres, it’s a big house.

Anyway, last week I message my accountant, our CFO, I don’t even know what to call him. He’s awesome. I messaged him, I was like, “Hey Clint, can I pay my house off this year, is that possible?” and he’s all, “I’ll get back to you.” So he got back to me after a little while, he’s like, “Yep if you want to, you’ll be fine.” I’m like, “Are you serious?”

So I just on my death bed, went into the office and I picked up this piece of paper right here with this check inside and it is literally the paperwork to go pay off my house. And I’m driving to the bank right now, going to meet my wife over there and I’m paying my house off right now and it’s going to be gone. And now I’ll never, I don’t even know….I’m kind of freaking out and I’m excited and it’s going to be the coolest thing ever.

I don’t think I’ve been this excited about anything ever. The cool thing is I’m picking up my parents tonight at 11:30 at night, I’m picking them up from the airport. I’m so excited to tell my dad. Say, “Dad, guess what? I paid off my house.” There you go, that’s kind the fun, exciting thing I wanted to share with you guys.

Alright so I do have a message today that is pertinent to everybody. The last thing I’ve been trying to do from my death bed this last week before the end of the year, was basically to figure out where are the weaknesses in my business and how do I fortify against those weaknesses.

For me, it’s not weaknesses in people, maybe in a couple places we need different people or the right people, or things like that, there’s just holes, there’s gaps in the business, things that you don’t pay attention to because of whatever your personality type is that you don’t see or you don’t notice. So I’m trying to identify those and figure out what those things are. Where are places that you could be destroyed?

Like legally, are you legally compliant on everything? Are you doing this right? Things like that. Where are the gaps you have in your business that you could literally get destroyed if you’re not careful.

In the good old Book of Mormon, I’m going to show you guys another story from there, but it’s important. There was a, in fact, if you’ve read the Expert Secrets book I talk about a guy named Captain Moroni and this was, I believe it is actually him telling the story, I might be wrong. But basically, he was protecting his city. In most places they have, this is where the armies are at, but between where all their strong guards were at, they had these weaknesses. So Captain Moroni was like, “okay, we need to fortify our weak spots.”

He said, “Because even our, especially our enemies, they know where our weak spots are at. They know how to destroy. We need to strengthen them.” So he went and started fortifying and putting armies and people and stuff in place to protect their weak places. And they did that and when the armies came to try to storm them and get them shut down, they weren’t able to because they fortified their weaknesses and strengthened them.

So for me, that’s been really our goal for the last couple of weeks, where are we weak? Where could we be in trouble? What things have we done stupidly that we just didn’t pay attention to? Things that we as entrepreneurs, running so fast a million miles a minute, we don’t think about a little thing here, a thing there. Where do the pieces we’re missing, where are the holes that we need to fortify?

And then we’re actively fortifying those things and those pieces and getting people in place, or the structure or systems or the legal docs, or whatever those things are to try to fortify ourselves. And that’s kind of what I wanted to share with you guys today. I think that is important for all of us to look at. I know my credit union bank is somewhere around here, but I don’t know where exactly it’s at. So I’m going to pay this thing, oh there it is. Sweet.

Anyway, so that’s what I want to share with you guys. Start thinking through those things. Because a lot of times, us entrepreneurs get so obsessed with the marketing and sale of our thing, which is obviously the most important part, that we forget about the protection of that thing.

So that’s my recommendation, to spend some time this holiday season, thinking about how to protect your thing so you don’t ever lose it. Just things that are stupid. The only reason that your business should not be successful is if the market doesn’t want your product or service. That makes sense. All the other reasons are stupid and they come from us not protecting ourselves. With that said, protect yourself, fortify yourself against those holes and gaps. I hope that helps. Thanks everybody, talk to you guys all again soon.

Dec 22, 2017

Step 1 starts with the bat-signal calling everybody to the bat-cave…

On today’s episode Russell talks about how he is using Trello and a bat signal to make all of his amazing ideas come to fruition. Here are some of the awesome things you will hear in this episode.

-Find out how Russell is using a bat signal to get his ideas out to his team.
-See how Trello is going to help keep Russell’s ideas organized so that every member does their part.
-And find out how you can make a similar system work for your own team.

So listen here to be let in on this awesome new system for getting Russell’s ideas out of his head and turned into funnels.

---Transcript---

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

Alright everybody, I’m heading into the office today for a fun filled day. It’s going to be short because it’s almost Christmastime and we thought it would be fun to do something out of the ordinary. Everyone’s working their butt off and at the end of the day we’re going to leave early to go and see the Star Wars movie, which I’m freaking out about because I haven’t seen it yet. I want to see it so bad. Everyone’s got the positive and the negative reviews and all that stuff, and I don’t care what they say, there’s no way I’m not going to like it. I’m so excited.

So I’m pumped about that. Also, we have an acupuncturist who’s coming into the office to poke people all day. So I’ll be going through a session today, which I’m excited for. I don’t know how acupuncture works, but I had a miraculous healing from it one time, so I’m a big believer. And I’m not even hurt, I just feel like I want more people poking needles into my body apparently. So that’s exciting.

But what I want to share with you is the most exciting thing of all. So excited. It’s funny that we’ve grown as big a company as we have, with the fact that I’m not the best systems person in the world. I’m a big believer in it, just not ever been good at it. And Mr. James P. Freill, who is amazing. In the inner circle and been my friend for probably 3 years or so now. He came in originally and set up our Trello system, and it worked really good for a week, and me as a bad manager of it, it kind of fell apart. I hired him again later, he came back and set it up again, it worked for a while and then fell apart.

And then the third time I did it, so three times he’s helped me set this process up and the third time it lasted longer and then eventually kind of fell apart as well. So eventually I was just like, you know what, how about we just hire you to actually come and run this thing for us. So we hired him for the next six months and he literally moved to Boise, like a block from the office, which has been really fun.

And now he’s living next to me as we’re doing everything and systemizing everything. And what we’ve been focusing on is something I think everybody should do. Because as you know, you’ve listened to my opinion on this before, your business is not the thing that you do or sell, the business is the marketing of the thing you sell. So I think every company, the real company is your own marketing and advertizing agency. That is the company. And then what you sell is incidental, it doesn’t really matter. I can plug in chiropractic, I can plug in dentistry, I can plug in supplements, it doesn’t matter. Your business is the marketing.

So I was like, we need to build a marketing agency where we are our only clients. So we build this marketing agency out and there’s a funnel building team in the agency and there’s the traffic team, and it’s been really fun because he’s going through all the stuff we’ve been doing for the last decade that we redo every single time and he’s been trello-izing it and systemizing it and all sorts of stuff.

But the biggest thing we realized, when I have an idea, it’s like the idea, I have that moment where it’s like the flood of inspiration. And for me, I don’t know if it’s this way for everybody, I’m assuming that, I wasn’t this way when I began, but the longer I’ve done it and the more I’ve immersed myself in it, when I have the idea, I see the whole thing in my head. I don’t know if that makes sense. It’s not a vision, I don’t know, maybe it’s a vision. But it’s like, as soon as the idea comes, all these connections, all the things, everything I’ve learned and done and seen over the last 15 years in this business, it’s like as soon as the idea hits, I see perfect clarity what it looks like. I know, I see it really fast.

Then I freak out and try to explain it to everybody really fast, which is why I talk so fast, because I’m trying to get it out of my head before I forget it. I’m trying to explain the whole thing. And usually, whoever is closest to me, I grab and I explain it. So usually it’s Dave’s there, Melanie’s there, sometimes Dave’s there, Steven’s there, whoever. I just grab people and I’m like, “AHHH” and I freak out and tell them the whole thing.

And everyone’s excited and we go and run and do our things. But then we try to relay that to the next part of the team and then next part of the team. And eventually it’s like, playing telephone booth and everyone forgets and then, even Dave and Steven who were there initially, they’re like, “Remember on the white board we doodled this thing.” And they’re like, “What’s that square again for? I have no idea what’s actually happening. I remember you had a squiggly line here that was really important, but it just looks like a squiggly line now and I’m not sure exactly was it is.” And we always try to…we lose all this stuff.

So we’re like, man, how do we capture that moment of inception when the first big idea hits? How do we capture that so we don’t lose it? So in our trello process system now, it’s so cool. We’ve done it twice to test it out. But we literally…the way it works is like step one we have the aha moment, this is the idea. And the second we have that, I log into voxer and there’s a group with the entire agency in the voxer group and I literally send them the a gif of the bat signal. So boom, they get that which means, “oh my gosh, Russell had an idea. Get to the bat room.”

So then we set up the Zoom room, which is a Zoom room, we call it like the bat line or the bat cave or something like that. So as soon as I set out the bat signal then every…then I’ll send out the direct link to the bat cave, then everybody who is able to jumps on. And then right there I open the Zoom Room on my computer, from a white board I’m like, “Oh my gosh guys..” and I explain the whole thing as it happens and it records the whole thing.

So the whole thing’s being recorded and I go through the whole thing and anyone who’s able to come, comes. And obviously not everybody can come every single time. But whoever’s there comes, we explain the whole thing, we get excited, and I map out the vision on the white board, I explain things and then when I’m done I break down, “okay here’s the whole vision. I need so and so to do this part, so and so to do this,” and I explain all the different pieces. And then when it’s done, I stop the recording, upload it dropbox, post it in trello, here’s the vision and then here’s the, I take a picture of the whiteboard, here’s the whiteboard of the vision, here’s the video of the vision. And then I vox that out to everybody who may have missed the call. Here it is.

And then that happens and the person on our team who does the project management stuff, which right now is James and John, but eventually we’re going to be bringing in somebody full time to do this part, then goes and watches it second by second and basically builds out all the trello cards based on the vision. And then everyone’s got their stuff, trello cards, deadlines, everything. And it just all magically happens and it is the coolest thing in the world.

So we did it twice, two days ago and then yesterday. We’ve done two bat meetings. These aren’t like new aha moments, but it’s like new funnels we’re relaunching, so everyone’s got a little piece of this puzzle that I  have in my head and we’re all working towards it, except for now everyone knows the whole vision.

And it’s insane, just the clarity, for me and I think everyone on the team has now, it’s just like, “Oh, that’s what Russell’s talking about.” Or people are like, I’m watching the office when I walk around, they’re rewatching the video like, “Oh, that’s what he’s talking about.” Or like, “In minute six of the video you said this, what did you mean again?” And then I can, it’s just really cool. It’s simplifying our process, I’m not repeating and re-teaching and re-explaining and re-showing things a million times.

Oh, and the other cool thing is after we got the whole thing done, then Jake on my team, he’s taking my whiteboard doodle and then he actually is going into Photoshop or illustrator or whatever he uses, and if you got the Funnel Hacker Cookbook, you know the little images of the pages and funnels, he’s actually building out a map for the funnel I sketched out in that , so we have a pdf of the actual map of what I doodled out, but it’s very specific. Like, “Here’s page one, page two, page three. Here’s the email sequence. Each sequence is here and goes to here.” We have an actual map we’re building off of as well, as opposed to some doodles I gave out.

Anyway, it’s just getting really, really cool so I’m excited. We’re systemizing the crap out of everything, we’re speeding up our processes, we’re making it so we remove me from a lot of the things I’ve been doing, just because they’re stuck in my head, and getting out into a spot where other people can help facilitate it. And it feels good, it feels freeing, it feels exciting.
So there’s an idea for those of you guys who are trying to figure this process out and trying to get the vision from your mind out to your team. Do a batman meeting like we’re doing. Send out a bat signal, bring them all to the bat cave, record your ideas, and then you’ve got it archived as everyone starts building and driving traffic and all those other pieces that come with it. That’s it, I’m excited.

Anyway, I heading in right now, I’m going to get some acupuncture, work on some funnels, I’m probably doing the batman meeting, we have four projects we’re trying to do by the end of the year. So I’m doing four bat meetings to catch everybody up, then we’ll have all our marching orders before the end of the year, then I’m heading to go see the new Star Wars. So excited. Alright guys, that’s all I got. Appreciate you all, have an amazing day and we’ll talk to you guys soon, bye.

Dec 22, 2017

Late night coaching session with my son Dallin…

On today’s episode Russell teaches his son Dallin, and the listeners all about the concept of supply and demand. Here are some of the cool things you will hear in this episode:

  • Why Russell decided to teach Dallin about supply and demand after he saw a pair of Airpods on Amazon for $850.
  • Why supply and demand of Tickle Me Elmo dolls several years ago caused some parents to take back their own kids Christmas gifts.-
  • And how you can use supply and demand to boost sales for info products or supplements or anything else.

So listen here to find out how to use supply and demand to make more sales and more money.

---Transcript---

Hey everyone, this is Russell Brunson. Welcome to the Marketing Secrets podcast. This is a special audio episode just for my audio friends. This will not be on video. I’m in the car right now driving to the grocery store with my son, Dallin. Dallin, how are you doing tonight?

Dallin: Tired.

Russell: He’s a little tired, it’s late. We forgot we have to have treats. He’s always tired though. He’s a growing boy. He asked me a question. I said, “Dallin, we’re going to answer this on the podcast.” So let’s queue in some music and we’ll come back and we’re going to share with you guys something very important for you to understand about supply and demand and Christmastime.

Alright everybody, welcome back. So Dallin came in the car and we were talking about headphone buds. Do you want to tell them what you told me, Dallin, when we were getting in the car about how much cheap headphones are versus these ones?

Dallin: So I was looking up how much the ear buds cost for apple, because I was looking at the iPhone 10.

Russell: He’s talking about the airpods that are super cool.

Dallin: And I looked up on Amazon, usually Amazon’s amazing, and it says it’s $850!

Russell: $850 for the Amazon headphones. He said, you can buy regular headphones for $5. And I pulled out those headphones out of my pocket, because I actually love those a lot. If you don’t have them you should get them.

I said, actually these sell for $100…

Dallin: Not from Amazon though.

Russell: Not from Amazon, and I’ll tell you why. I just explained this to Dallin. So I wanted to explain it to all of you guys, who I’m sure understand this but this sets up a teaching lesson I want to have here in a second.

So if you look at the pods, if you look at them they’re $150 on Apple’s site. But the problem is it takes two or three months to ship to you. So if you buy them and plan ahead it’s $150, but if you didn’t and it’s Christmastime and you’re like, “Ah, my wife, my girlfriend, my significant other, my kid, they need airpods, they’ve been asking all Christmas.” You try to buy it and you go to Apple and they’re like, “We’re not going to deliver til May.” And you’re like, “What, Christmas is in December.” And they’re freaking out. So they have to go look for other places, so they go on Amazon and they find people that had the foresight to know that people were gonna not have foresight. So they take their Apple Airpods that they bought for $150 and jack up the price for $800 on Amazon. And the people who are slow have to pay the difference.

So I was about to tell Dallin about Tickle Me Elmo, and then I said, “Wait a minute, we should share this story on the podcast.” So Dallin, here is the lesson of the story I want to tell you. And everyone can listen in on this.

So when I was a kid, it was right when Elmo came out. Sesame Street didn’t used to have Elmo. When Elmo came out, everyone, I remember being a kid and being like, “Elmo is the coolest.” He was just so much cooler than all the other muppets and we all loved him. And then one year for Christmas they came out with this, they called it Tickle Me Elmo. You guys have Elmo dolls now, but this was like the original Elmo one, where it’s a doll and you tickle it and it’ll giggle. And that was ground breaking 30 years ago.

Dallin: He’s scary.

Russell: He’s a little scary. So anyway, everyone wanted Tickle Me Elmo so the company that makes him, it’s the law of supply and demand. They made so many Tickle Me Elmo’s, and that was it, that was all they made. I don’t know the whole story behind it. But basically there was a lot more people that wanted them. Everyone’s kid wanted them, it was all over the news.

So Tickle Me Elmo started going, you’d normally buy them for like $20 and they got to $50 and $80 and people were auctioning them for tens of thousands of dollars for Tickle Me Elmo. And then other people heard about Tickle Me Elmo, and when they started talking about how there are none left. And then one of them sold on auction for $10,000. And people were freaking out, and people who already had them were like, “Well I can sell this and make some money.” So they would take the gifts away from their kids to make money by selling them to other people and it was just crazy.

Dallin: That would be sad.

Russell: Pandemonium. So the lesson that I want to teach you Dallin, and everyone who’s listening today, is the power of scarcity, supply and demand. So when you have a ton of stuff, like if there were a billion Tickle Me Elmo dolls, nobody cares and they’re not going to freak out and try to buy them. So the price goes lower. But when they’re high demand form and the supply is smaller, like the airpods, there’s a high demand for them, everyone wants them. But there’s only a few left, the people who sell them can charge way more for them because they need them.

So a lot of times in our businesses, depending on what we’re selling, a lot of times there’s not typically that built in supply and demand curve because we’re selling info products or supplements, or things that are kind of easy. But you can always do things in your marketing to create the illusion of supply and demand.

A good example is Bill Phillips, Muscle Media. When I was a kid it was the biggest supplement company in the world. In fact, some of my buddies now used to work for them, which is kind of fun. Anyway, Bill Phillips had Myloplex shakes and his whole EAS supplement line. He had unlimited stuff, he could sell as much as he wanted. But they needed to create urgency and scarcity to get people to buy it more, increase the price, all that kind of stuff. So there’s a marketing campaign that I believe Joe Polish was a part of or in charge of, Idon’t know. But I heard him tell the story one time, so somehow I know it’s credited back to him.

But what he did is they had two big shipments of supplements coming to their warehouse, two big semi trucks full. So they took a picture of it and they’re like, “We should do a marketing campaign around this.” So they sent a sales letter back to the entire Muscle Media Magazine list that basically said, “Hey, we over ordered. We’ve got two big semi trucks of supplements in the front. We need your help. Buy the excess stuff, that way we can get back to normal life.” So they sent the letter out and they sold a ton of supplents.

And then they’re like, “Well now we sold a bunch, so let’s decrease the supply, therefore increasing the demand.” So they took the exact same sales letter, and they took the picture of the two trucks and crossed out one of the trucks and said, “One down, one to go.” And then changed the letter to “one left, one left, one left.” Then they sent the same letter out to the same customer base. All it did was decreased the supply, therefore increasing the demand and they sold more from the second letter than they did from the first.

So that is what I wanted to share with you guys. Dallin already jumped out of the car, so maybe this is a lesson for you guys. Dallin, maybe when you are 25 working in a marketing company someday, you’re going to come back and listen to this podcast episode and hear the moral of the story, but until then we should go shopping for your treats.

Alright, that’s all I got guys. Anything to tell everyone who’s listening Dal?

Dallin: No.

Russell: Alright, you heard it here first. Alright guys, appreciate you and we’ll talk to you all again on the next episode of Marketing Secrets podcast. Bye everybody.

Dec 18, 2017

A few cool stories that will hopefully re-align what you define as what you actually earn.

On today’s episode Russell talks about doing what you said you were going to do instead of trying to lie, cheat, and trick your way into money. Here are some of the other insightful things Russell talks about in this episode:

  • Why Russell gave back 8 figures to Pruvit, even though he had signed a contract to have equity in the company.
  • And why it’s important to only take the things you have actually earned.

So listen here to find out why integrity is more important than money.

---Transcript---

What’s up everybody? This is Russell Brunson and welcome to the Marketing Secrets podcast. Tonight we’re going to be hanging out and talking a little bit about the fact that nobody owes you anything and you should just be grateful for the opportunity.

Alright, I’m going to share with you guys some stuff tonight that I don’t normally share. Probably, I haven’t decided if I want to share normally or not. Anyway, I’m going to go into that here in a minute.

But I wanted to share one idea that’s completely not related to marketing, maybe it is. Who knows? Right now I am eating this, I don’t know if you can see this. If you guys are sitting here, I’m in my kitchen. This is my dinner. I share this because right now I’m on this, “How to get ripped before Funnel Hacking Live” diet with Bart Miller. It’s been funny, he’s got me working out, doing all sorts of stuff, but also had me eating a very specific way.

And I knew that there was no way that I was going to be able to stick with it. In fact, the first day Dave and I, Dave’s doing it with me, we both went over to the grocery store and bought stuff and it was like $50 for that one day just to eat stuff. We just bought packs of chicken breasts and broccoli and it was horrible.

And the second day, I brought turkey from Thanksgiving, you know a little bit ago. And then Dave ran out of time to buy food, so he literally had his son go and buy him packs of deli meat. So he sits there all day eating packs of deli meat. And by day two we were like, we will never actually do this, because this is too hard to actually live this way. Which I’m sure is why a lot of people don’t lose weight and probably other things in your life you don’t do because it’s too hard to consistently do it.

So we went online and found someone here in Boise who cooks meals. So we gave her all the macros, micros, all that kind of stuff of what it needs to be and then everyday she literally makes us three meals, drops them off in the morning all perfectly cooked, fine tuned, healthy with exactly the carbs, macros, micros, fats, proteins, everything that is perfect to actually what it’s supposed to be.

So that’s what I’m eating now. This is my third meal today and it’s nice not to think and just grab it and eat. So I recommend it for any of you guys. And it’s not that expensive. We’re paying $300 a week for this, which if I was to go out one meal a week, that’s way more than three hundred bucks. This is three meals a day and plus it keeps me, all I’m allowed per mouth is what she puts into the boxes, that’s it. So just a thought. Find someone to cook your meals for you and do other things that are keeping you from getting the goals you want.

Alright, I digress. What I wanted to share with you guys today, or tonight, is pretty important I think. So it, I was going to share one thing, but there’s stories I can’t tell. So there’s been, honestly three or four situations in the last two weeks that have been insane. It’s been probably some of the hardest two weeks of my life, when it relates to the negative sides of business.

So for me, it’s been funny because I’ve been trying to block it and defend it because I need to keep moving forward and the negativity of stuff can keep me or you or anybody from moving forward. So I don’t want to share those specific stories, but the way that people dealt with them was really, I don’t think right. So I’m going to leave it at that. I’m not going to go deeper into it.

But what I do want to share, I want to share something that actually…I want to share this not to brag, that’s not the point, but to show I practice what I preach. I don’t just talk about this stuff, but I actually believe it, because I think that’s important. So that’s the only reason I’m sharing this story and hopefully it will help some of you guys to think about how you deal with stuff in the future. Hopefully it will help at least somebody out there.

Some of you guys know that a couple of years ago there was a company that got launched called Pruvit. And I was part of the original team that helped launch that and I was the dude who wrote the script for the animated video. I had my animators animate the whole thing and that became the campfire video for that company and in exchange for me doing that initial stuff we negotiated some equity in the company. The equity right now, looking at where the company’s blown up in the last three or four years, is worth insane amounts of money. Well over 8 figures, probably closer to…..well, it’s insanely a lot.

I negotiated that ahead of time, and then I was going to do a bunch of other things for the company, and just for some reason some of the things didn’t work because it was hard within the company. Network marketing companies software makes it hard to do some of the funnels and things I was planning on helping with. So that was kind of hard and then Clickfunnels was taking off at the same time, so I was focusing there.

When all was said and done at the end of the day, I didn’t do what I thought I was going. But what I did have was this really cool fancy thing called a contract that I had signed that said I owned x% of the company. The situation with the multiple people this week, it was not this same situation, it was something kind of like that. Where people didn’t pull their load and then they’re demanding this justice. It was unjust because they didn’t do anything.

It makes me so angry and frustrated. So I was thinking about that with myself and I was like, I’m in the same situation here. Based on what I negotiated three years ago, I own x% of this company. And while that’s awesome and it’s worth insane amounts of money, if I’m completely honest with myself, it is not fair. Not to me, it’s not fair to them. And if I was in their situation, I know in my mind that I would be annoyed by me all the time. The very thought of me, “Russell got this thing, and he did this little thing upfront and then we haven’t heard from him in the last three years, doing his own thing, running his own direction.”

And instead of being like, “Hahahaha, I got the contract, you owe me.” I actually actively reached out to them and said, “Hey, I don’t feel like I deserve this.” And Brian who is the owner of the company of course is like, “No, no you totally deserve it.” And I’m like, “I don’t and I’m okay with that. I thought I was going to be doing this, this and this for this movement and I didn’t. I wasn’t able to. Some things were because of technical things didn’t connect on the funnel side, some of it was because I didn’t have time. And I didn’t do what I was supposed to do. It’s not fair to you and I want someday when you sell this thing for you to be mad at me or angry at me when you have to give me this huge check because I didn’t deserve it, and I didn’t earn it and I don’t want it.”

He’s like, “Well this is kind of weird. What do you want?” and I was like, “For what I did, I think this is what would make sense.” And it’s literally like me giving back 8 figures worth of cash and just being like, “Here you go.” And taking something way less. Because that’s what I actually earned, and that’s what I deserve. I think he was kind of confused, then he said okay and now we’re making the transition, the shift away and I’m signing away my equity in exchange for something way less, because that’s what I actually earned, and what I actually deserve.

So that’s what I want you guys to start thinking about and doing. In a situation with a business partner or a friend or an employer, whatever it is, get what you actually deserve. Don’t get more. There’s this weird thing inside where people think they deserve everything. It’s ridiculous, it’s insane. I wouldn’t have believed some of these things if they didn’t happen to me over the last two weeks. But it’s insane what people feel like they deserve, even though they don’t deserve. Because of something, they feel like they….it’s so infuriating to me.

I remember I had a chance to hear this guy speak a little while ago name Nido Qubein, if you guys never heard of him, he is probably the best speaker I ever heard. I heard him probably seven or eight, longer, probably ten years ago now, at a Dan Kennedy event. And I think he’s like the CEO or something of Wonder Bread and a bunch of other things. He’s an entrepreneur and he actually came over to the country with like $20 in his pocket and built this huge empire. He’s an awesome dude.

In this speech, I’m totally going to slaughter because it’s a decade ago that I heard it, I don’t remember all the details, but I do remember the feeling I got and the message. But he talked about how he basically got a job as the, I don’t know what they call them in college, he was in charge of this college. The college had been struggling and he came in to turn it around.

And he came in the first week, he worked really hard for the first week and then when he came in they handed him a paycheck. He said, “What’s this for?” and they said, “This is your paycheck.” And he said, “Well, I haven’t done anything yet.” And they’re like, “Well, you get paid every two weeks, that’s how it works.” So they gave him the check and he sat at his desk and said, “I did not earn that.”

And he kept working and working. Two weeks later they came in to give him the next paycheck and he’s like, “What is this for?” and they’re like, “That’s your paycheck.” And he’s like, “I didn’t earn that.” He put it down. He kept trying to, his job, his role was to transform the university and he couldn’t do it, he kept trying and it took him a while because it’s a big thing to do. And eventually, I can’t remember, a year or two years later, whatever it was, he transformed this university and had this big impact.

At the time I guess somebody came in his office and he had this stack, five or six inches tall of these envelopes and somebody said, “What’s that big stack?” He said, “Those are the paychecks they keep giving me, but I haven’t earned them yet so I’m not going to…they’re not mine.”

I remember hearing that and just being like, that’s the right attitude. I don’t know, as opposed to the other situations, where you try to slip your way in and if you don’t get what you want you try to sue somebody. Or you try to get a contract signed, you try to sneak in, or you stop doing what you committed to do. Or whatever that thing is. It’s insane to me.

And like I said, it’s happened four times in the last six weeks. Dang. That people have done that. Where they feel like they deserve something, so they’re threatening to sue. Or they feel like they deserve something because they have a contract, they didn’t actually do what they committed to do, all these things. It’s just so frustrating to me. That’s not how I want to be remembered.

I want to be remembered as a person who actually got what I earned, and I showed up and did what I said I was going to do and if I didn’t do what I said I was going to do, I didn’t take what I contractually signed to because the contract said, because I know inside my heart that I broke the contract. I didn’t do what I said I was going to do.

I’m not someone who wants to come in and try to get what’s not mine through threats. It’s just ridiculous. I want to be the kind of person who someday I can tell my kids, I can tell my grandkids, hopefully someday a thousand years from now, someone’s going to watch this podcast. Someone in my posterity and be like, “Wow, great, great, great, great grandpa Brunson was a man of integrity. He actually did what he said he was going to do. When he didn’t earn something, he didn’t contractually trick somebody. ‘well, they got a contract so it kind of sucks.”

No, I freaking gave it back to them because I didn’t earn it. And I took what I did earn. I hope that rings true to some of you guys. If it does it will be worth the rant for tonight. So I hope it does. And if you haven’t heard Nido Qubein speak, I’m going to try to find…I bought a bunch of his stuff back in the day, I wonder if I could find that presentation where he talked about that. Because it was so impactful for me just to hear that and realize that’s how we should be working.

Just because the rest of the world shows up to work, falls asleep and gets a check every two weeks. Us, the people who are producers, who are moving forward, that’s not how we should look at things. We shouldn’t be okay with that when our team is doing that. We shouldn’t be okay when people around us are doing that. We need to earn what we earn and go out there and do the thing. That’s the goal.

And if you do work your butt off and you do, do the thing, you do earn the money. Be proud of it. Don’t hide and be embarrassed, you actually worked your butt off and you deserve it. But don’t do it the other way around. Where you trick, cheat, scam, lie, whatever it takes to get what you think is yours because it’s not yours. You don’t actually deserve it. You should just be grateful for the opportunity.

So that’s where I’m leaving this one. I’m grateful for the opportunity Pruvit gave me, excited……it’s funny, I should be so sick to my stomach about this, but I have no issues. I’m so excited to be giving back this equity in exchange for something that’s really cool, that’s a good fit. It’s good and I feel good about it, and I’m going to sleep really, really good tonight because of that. That’s what really matters.

So hopefully that helps somebody. Hopefully my great, great, great grandkids are watching this and they straighten up when you hear it, because it’s important. That’s what I got. Thanks guys for listening, appreciate you all. Have an amazing day, bye.

Dec 14, 2017

Some awesome advice from Bart Miller as we were doing our late night walk.

On this episode Russell talks with Bart Miller from his inner circle about immersing himself in the things he does instead of dabbling. Here are some of the cool things to listen for in today’s episode:

  • Find out how Bart made a commitment to get in shape and ended up winning awards for body building in under a year.
  • Hear why both Bart and Russell have been able to really commit to things instead of dabbling.
  • And find out how you could possibly see Russell standing on stage at Funnel Hacking Live in a Speedo!

So listen here to see why it’s so important to be an extremist when you set a goal to do something.

---Transcript---

Hey everybody, this is Russell Brunson. Welcome to Marketing Secrets podcast. I’m walking right now with Bart Miller. How you doing, man?

Bart: I’m good, how are you guys?

Russell: Doing awesome. We’re going to show you guys some cool stuff here after the intro.

Alright, so we’re out here, it’s freezing cold out here.

Bart: It is cold.

Russell: Bart’s been in the inner circle now for a year and a half and I want to talk to you about him because he’s taught me some cool stuff, and I think it will help you guys as well. It makes it harder to walk and talk. It’s going to throw the whole thing….

Bart: Another level here going on, I love it.

Russell: So I’m going to embarrass Bart, because he doesn’t even know what I’m going to ask, I just turned the camera on. First off, for background for those who don’t know, he runs a couple of businesses. What are the core things you usually run?

Bart: So we have an Amazon business, we have a makeup school and Russell tries to keep me as focused as possible on those two things. So we’ll just say those.

Russell: As he does everything else. The other ones he refuses to tell me about because I will tease him forever.

So this is what I want to talk about. We hung out, when was it we went to Dallas?

Bart: That’s been a year ago.

Russell: So a year ago we went down there because we working on the beauty school and we filmed an episode of Funnel Hacker TV, which actually is the next episode, I don’t know if you knew that.

Bart: I didn’t know that. Cool.

Russell: The end of the last one said, “Up next week,” and it had that thing with Collette.

Bart: How did I miss that, I watched it.

Russell: It was after the credits. Anyway, next episode is going to be showing that whole story. It shows me wearing skinny jeans and bunch of other things.

Bart: Which was amazing, by the way.

Russell: Oh skinny jeans. Anyway, so what I think was interesting and why I love Bart so much, why I just wrote him a big huge check to come kick my butt is because after that, you’ve always been into fashion but that wasn’t your thing. We talked about it, “Okay, Bart you should be doing fashion for people.” And then he got intense and obsessed in it and just was awesome. And he basically at the last Funnel Hacking Live, dressed me, dressed half the inner circle and a bunch of other people.

Then fast forward 7 or 8 months, since Funnel Hacking Live, when was it you decided you were going to get ripped and shredded and everything?

Bart: So my son was leaving on an LDS mission, and I’ve been racing bikes for the last 7 years and I just always wanted fitness, because a lot of people think it’s easy to be fit all the time. And I’m here to tell you, and don’t tell my family this, but my mom’s obese, my sister’s obese, my dad’s obese, I know it runs in my family. I’m probably taking way too long here, but what I’m saying is, my son, I wanted to spend time with him before he was leaving and getting out of the house.

That was a year ago, so I decided I was going to start lifting, and then Russell’s going to tell you I’m afraid, that I’m an extremist.

Russell: Which is actually the moral of the story, this is a good thing, not a bad thing.

Bart: So I get super extreme into things. And that’s why I hired Russell really, for inner circle to be honest with you. We’ll get into that, but anyway, I couldn’t take it anymore and I went after the best coach in the world in my space, which is physique and body building and I hired him. So I fly to California every month for a full week and I lift with him, then I fly home, implement it all and then I fly back and do more. I did my first show in California with him, did my second show in Boise. At the first show I won an overall, and 40+ category and took second in the 35+ category. So I was super, super stoked, blessed, but put all the hard work into motion, made it happen.

Russell: Awesome. Okay the battery is about to die, I’m going to grab my phone and finish this because I still haven’t got to the point of what I want to share with you guys. Alright we’ll be right back.

Alright the battery died, but now we got it back. So you missed our walk, it was really fun.

Bart: It was amazing.

Russell: Went four miles, it was awesome. So I don’t remember exactly where we left off, but it was somewhere between why I respect Bart and why you guys should listen to what he’s going to say right now. So my question, not my question, but my observation, I would love to get your thoughts on it, is just….the battery is going to die again now. We may go back to the phone in a second here.

But it’s basically, when you go into something, you don’t dabble. Some people in life, they dabble, “I’m going to do this, I’m going to do this, or do this.” You’re like, “I’m going to get fit. I can’t remember if you talked about this or not, but you went and hired a weight lifting coach who lives in a different state, you fly out there one week a month, work out with him, come back, and then you sign up for body building competitions, all sorts of stuff. It wasn’t just like, “Oh I’m going to get in shape.” And then you do it for two or three days and then you quit like most people do, including this guy right here sometimes. You went insanely all in.

I just think that that is cool and people should learn from that.

Bart: Thanks, so one thing I’ll just tell you. The camera’s on and I’m a talker, Russell knows it.

Russell: That one died as well. We’re back again, we’re on the new phone now.

Bart: So you guys get the honor and the privilege to see Tony at his event coming up, which is why we’re getting fit. But on that note, I learned this from Tony Robins, he said, “If the pain doesn’t outweigh the pleasure, you’ll never be successful.” At the time I was like, are you kidding me? And I really didn’t understand it.

And then he made it really clear. He said, “If you want to quit smoking, or you want anything in life, that if you’ll make something so painful, that you have to get there. Like you have to accomplish it.” For example, if I wrote a check for a half a million dollars, let’s say I was super wealthy like Russell. I wrote a check for an enormous amount of money to a charity that I absolutely detested, and if I failed at that, then XYZ could cash that check. That pain would outweigh me ever getting there.

So the pain of me getting on stage and not looking my very best was enough to, I would give up anything. I never cheated on my diet or anything one time because I knew that if I failed, I couldn’t live with myself.

Russell: You’d be embarrassed in a Speedo on stage.

Bart: Totally. Well, not in a Speedo.

Russell: And actually, by the way, when I started this process, he was like, “What is the thing that’s going to cause you the most pain?” I was like, “Honestly if I ever had to get on stage in a Speedo with a black tan, that would be the worst.” So if I don’t hit my goals, you guys will see me on stage.

Bart: You’ll see Russell doing an event. And that’s the thing, if I could you any advice, it’s the same advice Tony did. So when I commit to something, I always tie it to “what’s the consequence”. And I shouldn’t be teaching this to Russell because now he’s going to do this crap to me. This is a horrible podcast. Don’t listen to this again.

Anyway, the moral of the story is, you’ve got to put something there that helps you not just get there, but you’re going to make it because if you don’t this consequence is extreme for you. If you say you’re going to have a funnel every week and you don’t accomplish that, you need to have something so serious that there’s just no way you’re going to fail doing that. And that’s what I’ve learned in my life to push me to that next level, and that’s why I did it.

Russell: That’s awesome. So I’ve seen Bart do it twice in two different things right now, and it’s super inspiring. In fact, it was like a year ago, when you came and worked out at my place the first time with Anthony here. You were just kind of doing some stuff. Then here today he was kind of taking the show, “Hey Russell, do this, do this.” I was like, dang. This is a different Bart in less than a year, which is insanely cool. But it’s because you go all in and you don’t dabble. It’s awesome.

Bart: It’s like you said, immerge in yourself. It’s the same thing you teach, you don’t have to be only a few steps ahead of everybody else to be successful, but if you total immerse, it’s the same thing that Tony Robins preaches, and you’re the best at it. Russell commits to things he should never commit to. I mean it serious. Have you seen his life?

Russell: My wife’s like, “Why are you doing this?”

Bart: Yeah, but it’s the same thing I’m doing. He puts himself through so much pain that if he doesn’t get it done, he knows he’ll never accomplish it if he doesn’t do it. Just like taking this challenge right now. He does not have time to get ripped for Funnel Hacking Live, let’s be clear. But we’re out here at 10 o’clock at night. How many other people are sitting doing something else? And while we’re doing it, we’re creating a podcast. He utilizes time like crazy, it’s insane. But he does the exact same thing that he’s complimenting me for, but it’s the same model he runs every single day of his life. So learn from that and you’ll be super successful.

Russell: There you go guys, you heard it here first. So thanks Bart for hanging out man, and for the walk and the workout, and for, I got a sweat belt on, this is sucking all the fat out of me. Dude, I’m going to be so ripped, it’s going to be amazing. And if not, you’ll see me in a Speedo, which would be the worst thing ever. Let’s all pray that I stick to my goals.

Bart: Hey everybody, send him really clean food, nothing for the holidays, be nice.

Russell: No junk food. This guy’s going to be gone my FHL. Anyway, if you don’t have your tickets yet, go to funnelhackinglive.com. Bart, you’re going to be there, hanging out for the party.

Bart: Hanging out for sure.

Russell: So when you’re there, grab him and pay him to help get you dressed nice and get you fit, it’ll be awesome. Anyway guys, appreciate you all. Thank you man, for hanging out. See you guys later.

Bart: Bye

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