Russell shares his hypothesis for the best way to convert his buyers into actual coaching clients. Listen in to see if this will work for your business as well.

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Hey everyone. This is Russell Brunson. I want to welcome you to an amazing day and another fun episode of Marking in Your Car.

I just got back from a two-day mastermind event in Washington, D.C. It was amazing. We had such a good time.

One of the guys in the mastermind group is one of my favorite people. He is super high energy and awesome and he is a mastermind junky. I think he is in seven or eight groups. After two days, he pulled me aside and said that it was the best mastermind meeting he had ever been to which meant a lot.

We started early; we went late; and we did some awesome stuff for everybody. It was very cool. I had a lot of big breakthroughs, as well.

The mastermind group is one we initially sold at an event called The Invisible Funnel. Some of you may know this concept and some of you may not. It is a cool way to sell things without selling. A lot of the attendees are doing Invisible Funnels, so we spent a lot of time talking about them, dissecting them, and figuring out ways to make it better.

On my flight home yesterday, I was working on a book I am putting together called The Black Box. One of the steps in the Black Box is the Invisible Funnel, so I was writing out that whole process again. All of a sudden, I think a light bulb came on for me. A light bulb definitely did click. I have yet to see if it is a good light bulb or a bad one, but I think it is very good.

Here is the concept behind it. We are selling a ton of our printed products. This is back in our coaching business, so I want to preface that. Our goal, obviously, is to convert people from a front end customer into a coaching client. That is the entire goal, right?

We were trying to figure out how to convert those leads from people into someone who has applied and is kind of raising their hand for coaching. We have been getting a lot of coaching application leads, but not in the volume we want. I do not want to say they are not the quality of people we want, but half of the people applying really are not ready for it. They are not at a point in their life where they can afford it; they are just not ready for it.

I want more of the qualified people, right? When I was writing the section of the book yesterday about the Invisible Funnel, I was thinking about how it came about. There is a story behind it.

I was working with Tony Robbins and Chet Holmes on their company called Business Breakthroughs, International. Chet mapped out their business model for me. It was really cool. They would drive radio ads into a call center which they had built. The person would answer the phone and say, “Welcome to Chet Holmes, International,” and they would give the caller the report for which they had called in.

Then they would say, “Hey, by the way, Tony and Chet are doing this event. It usually costs a thousand bucks to come to Vegas plus your hotel and your flight. Now they have a version where you can do it from home. It is really, really awesome and you need to be part of it.

“Because of this, we are going to let you get on this Webinar. It is a $300 Webinar, but we want to make sure it is something you believe in, so we are not going to charge you anything for it right now. You can come for free. All you have to do is put your credit card in and we will bill you after the Webinar if you love it. If you do not love it, then do not worry about it.”

That was their pitch and their hook. I thought it was really, really cool. When you look at their model, it just crushed it with that. People would come in, register for the Webinar. They would get on the Webinar and stay on there for three hours. If they loved it, they would pay the $297. If they did not love it, they would not be billed for anything. This is how they ran this business. This is how they built this company.

I do not know how much volume they are doing, but it grew into a very, very big company. This is where the Invisible Funnel concept came from initially. I could never figure out how to turn it into an online process, but Daegan Smith figured it out. He started creating Webinars where you would register by putting your credit card in and they would bill you $97 after the Webinar was over. He made a ton of money with it. We modeled it and we made a ton of money with it. It worked.

This is a quick explanation of the Invisible Funnel. I could go on. We literally did an event earlier this year. It was a three-day event talking about the Invisible Funnel, so there is a lot more to it. This is the core, quick concept, though. It is a premium Webinar. Someone puts their credit card in ahead of time, but you do not bill them until after the Webinar is over if they loved it. At the end you can offer them your high ticket products, services, or things like that.

I have been thinking about this as a tool to convert our buyers from buyers into applications. I was thinking that most of the products we sell now are tied to either traffic conversions or sales. I thought, “What if every single week every Friday I did an actual live Webinar?” This is what scares me, honestly. It is my biggest scary part. It would not be an automated Webinar, but an actual live Webinar. It would be three or four hours long and I would teach my entire process for doubling traffic conversions and sales.

“What if I started doing this?” This was my thought. I am kind of nervous about it, but I am going to do it. I will have people come on and try it for free. It would not cost them anything. They would put in their credit card for no charge and then, after the Webinar, if they loved it they would pay $97. That is the process I am going to go through.

I will teach them all of our best stuff for three hours. Then, at the end, I would use it as a tool to get them to apply to be part of our coaching program. This is what I am going to test out and I am very excited about it.

We have done Invisible Funnels on the front end before, but I want to use it as a backend tool for all of our traffic sources. If you look at my business model, I envision someone buying DotComSecretsLabs and DotComSecrets X or purchasing anything we have. They come in there and then the immediate sequence is, “Hey, Russell is doing a live Webinar! You need to get on it! Come here to register.” This would be the core thing we are focusing on, pushing, and promoting.

We would use this as our conversion piece. It would convert people from buyers into clients, I guess. Maybe that is the process. The first step is to get traffic to convert to buyers. This is the conversion. The second step is to convert buyers into clients, into people with whom I am actually working. Invisible Funnel is that conversion piece.

This is an interesting way to look at it. I am learning this stuff with you guys as we are going. You always learn stuff when you start a fleshing it out like this.

Anyway, I am very interested in trying this. It is my goal. Next week we have another Webinar and the week after I am going to test this process out and see if it works. If it does work, I think it is going to be very, very cool. It will be Operation Converting Buyers into Clients. Should we call them “clients” or “students?” It should be “clients.” That is the game plan!

I want to issue you the same challenge. If you are listening to this right now, you have buyers that are buying stuff. Hopefully you have mastered Operation Traffic into Buyers, right? This is the first focus for us. The second is Buyers into Clients and we do this through Invisible Funnel. I think it is the perfect mechanism to get people to switch over.

Anyway, I am excited! I am fired up to try it out! I will report back to you what happens after we do it. You guys can look out for it. You will see me promoting it here probably a week from now. I am going to test it out quickly to see if it works half as well as I think it will. If it does, it will be an exciting thing for us.

That is the game plan for this week for me. It feels weird. It is Friday and this is actually my first day of working. I had a parent-teacher conference for my three-year-old this morning and I am getting my hair cut right now. I will get to the office about noon today to work for three hours and then I am kind of done for the day and done for the week. This is tough for me because I am a workaholic and I love this stuff! Hopefully my wife will not mind if I sneak away and work a little bit this weekend, but you never know.

All right, guys, that’s it. I am heading in to get my hair cut, so I will be a little bit lighter, hopefully.

Oh, there is one last thing I want to tell you. It has nothing to do with marketing; it just has to do with what is happening today.

I am typically a very healthy eater. I am pretty strict and I try to do stuff, but this year has been a travel year so far. We had a lot of stuff happening. We went to D.C. with Daegan and with Daegan, man, we had the best Indian food I have ever had. We had these crab cakes. I ate so much stuff that was not right for me to eat and I felt like garbage.

I got back yesterday and I wanted to cleanse myself and start over. I think many times I say, “I’m going to start over on Monday,” and it never actually happens. I really wanted to flush and reset. Some of you have probably seen this lemonade diet before. It is horrible. You make lemonade with cayenne pepper and you do salt water flushes. It is a horrible process.

Last night I said, “You know what? I am just going to do it.” I always talk about doing it and I needed a hard reset now that I am back. I am home for two or three months before I have my next thing. I want to start these next two or three months going on the right path as opposed to just continuing to eat out everywhere.

This is my goal, to do a hard reset and boom! Start over. I am doing a three-day cleanse with this cayenne pepper and lemonade and salt water flush just to get all the toxins out of my body. I am basically not eating for three days while just doing this cleanse just to reset my body. From there I will move forward in a healthy manner again.

I am not recommending that all of you do a diet, but I am recommending this: When you decide to take a step towards something like in business or relationships or health or whatever it is, most of us say, “I’m going to do that!” and we start doing it. Then we slip back into our old ways.

You have to do a hard reset; otherwise it is very difficult to stick with it, to keep going on. I recommend that whatever big thing you are moving towards in your life—a relationship thing, weight loss, business, or whatever—do a hard reset. If it is business and you are starting a new business, do a 30-day no-TV reset. You get no TV for 30 days maybe.

One of the resets I am thinking about is one a couple of guys in the mastermind are doing. Daegan just did it, too. They are resetting their productivity. Before, they had Skype, Facebook,      cell phones, text, and all of these things. They said they wanted to reboot.

Daegan changed the password on his email. He does not know it; he just gave it to his wife. He changed his Facebook password; he got rid of his cell phone. He got rid of any way for anybody to communicate with him. He just turned it off completely and he is hard resetting right now.

He is going to do it for a month or something like that. I don’t know how long he is doing it, but he is cutting off all internal communication to himself to allow him to only focus on doing proactive things. When he wanted to reach out, he will talk to his wife to log into his email and send an email. It will be much harder to do this. This is his process to completely reset.

He did that and he has a couple of other people in the mastermind to do it. I am kind of tempted to do it, as well. I am nervous (I’m not going to lie). He will do the reset and then start reintroducing things back into what he is doing.

If you say, “I am just going to take Twitter away for a day and then Facebook,” it will never happen. It is like pulling off a BandAid, right? It is too slow. You just have to rip it off, go through the pain, and then slowly reintroduce things which you think are necessary. I promise you that during the reboot you will find out how many of the things you are doing are not necessary.

It is kind of interesting, so I wanted to throw it out there for you. Think about the big changes you want to make and figure out how you can do a big reboot just to flush everything out. Then when you are focusing in that thing, you do not have lingering stuff that is keeping you from accomplishing your real goals.

That is what I have. I went a bit longer today because I am driving to the hair cut. I am here now, so I am going to end for now. I appreciate you guys. Look for my Webinar over the next couple of weeks. We have two Webinars coming up. Next week we are going to talk about how we do our high-ticket selling. That will be fun. The next week I am going to test this Invisible Funnel to convert buyers into clients. I am excited and I will let you know how it goes.

Thanks again, everybody, and we will talk to you soon.

A simple three step strategy to make sure you’re in the highest tax bracket.

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Hey everyone, this is Russell. I want to welcome you to Marketing in your Car. I just got done meeting with the accountants, which if you've been listening for any length of time you know is by far my least favorite thing in the world. I would have rather gone to the dentist and get my teeth drilled but it is what it is.

I met with the accountants to do our tax return stuff and sign a million papers, all that fun stuff. I also had the chance to find out that thanks to Obama, my tax bracket is now, I think we pay 47 percent. Isn't that crazy, almost half of our money. We're sitting there first and talking about obviously why it makes us angry.

Then there are basically two options. One option is fire everyone and make less money, and just get taxed less or option number two is go and try to make tons more money. You get 50% of it so let's just double, triple, or quadruple what we're making. We thought, “You know what? Not only am I going, obviously set a goal to make a lot more money. I want people on my team to max out their tax bracket too.”

How cool, yeah, you maxed out your tax bracket but let's set a goal for our team. I want three or four people on my team to max out their tax bracket too, to make that much money as well. That's my new goal is to not only max out mine but everybody else's. It basically comes down to you got to make $450,000 to max out your tax bracket is my understanding, is what the accountants told me today.

For all of you guys, I think that should be instead of looking at it as a negative thing because it is a negative thing but when you're negative about it, it just takes your focus off, it takes your eye off the prize and makes you angry instead. Let's look at it as a positive thing. For all of you guys, that should be your first goal right now.

Everyone has, “I want to make a million dollars,” or whatever but let's make the goal I want to max out my tax brackets. I need my income to be $450,000 so that boom, I maxed out my tax bracket and the government is going to take half my money. As depressing as that is, that can now be a cool, exciting, fun thing to shoot for.

After you've done it for yourself, you got any partners, then boom, that's your next one to get your partners to max out their tax bracket. Then let's get our employees. Let's get everyone on our team to max it out because then we're making a lot of money. That's fun. That was my big takeaway from the accountants was just let's shift our focus on what our goals are and figure out how in the world we can max out our tax brackets.

There are a couple of ways you can do that. This is the education part of the podcast. I'm assuming that all of you guys here have your own business. If not, you need to start your own business. Let's get that out of the way. After you've got a business and you're focusing on growing it, there are only a couple of ways to grow a business.

A lot of you guys know who Jay Abraham is. If not, he's a really cool guy to study. As a person, he's kind of weird but his products are really good. He talks about there's only three ways to grow a business. He says there's one way you can get more customers. That's the way a lot of us focus on. We're always talking about traffic, advertising, customer acquisition because that's the first way to grow a business, to get more customers.

It's also the most expensive one. The second way to grow your business is to get your customers to give you more money, to get them to spend more. You can do that by increasing your prices, adding upsells, all these types of things to get them to spend more money. Then the third way is to get them to buy more often.

You have more products, more services, more cool things for them. Those are three ways to grow a business. What's interesting is that most people, they focus just on the first one which is more traffic, more traffic. It's interesting because I'm relearning this lesson. It's fun when you know something and relearn it through the school of hard knocks.

For example, last month, Neurocell, I don't know if I mentioned to you guys or not but we made more in Neurocell. Actually, I think it was pretty close to 50/50. It wasn't quite 50% but Neurocell was almost 50% of our income last month which is crazy, really exciting and cool. The problem is that we spent I think $85,000 in ads to get those things, our customer acquisition. We were getting new customers.

We got tons of customers but that is the most expensive piece of the puzzle as well. We're usually doubling over on our ads but then we still have our product costs, shipping costs, fulfillment, support, call center, all the things that go into fulfillment of it. When all was said and done, we were probably making 20, 25, probably closer to 20 percent which isn't bad but that's what it is on our customer acquisition part of it.

So if I want to grow it, there are a couple of ways I can do it. One is I can go acquire more customers but again, that doesn't geometrically grow your business. It just adds more fuel. You're getting more customers at that 20 percent. The next thing is how do we get them to do step two in the phase which is get them to buy more.

What can we tweak or change in our upsell flow? What do we need to add? Can we add another upsell, can we increase the price, can we add a sixth bottle option? What else can we do? In the supplement space, it's about more products and bigger ticket. In the info product space, one thing I saw Daegan Smith do that was really cool, he had an upsell where the upsell was first I think $500 for this product. It did well.

Then he was like, “Hey, what if I sold $500 for the product or $1000 for the license to sell the product?” He did that boom, people started taking the license to sell the product. He doubled the prices and his customer value just shot up dramatically. Then he was like, “Wait a minute, what if I instead of doing that, there was a one-year option license or a three-year, or a lifetime option? The lifetime option is two grand.”

He added that in there. It's basically the exact same thing he's selling. He just put a license and time limit on it. Suddenly, all these people started taking the $2000 option because they didn't want to renew it after a year, and increased it as well.

What things can you add to your existing sales funnel to increase the average transaction value? That's the second thing. The third thing is how do you get people to buy more often? What else can we sell them? That's been, for the last, we're in April right now, the last four or five days here since we got our month end reports, I've been looking at our sales and our profit.

Man, for as much gross sales as we did, our profit was horrible on our supplement. I was like, obviously everything we sell after this to these existing customers, we don't have the customer acquisition costs. We don't have all the other pieces that are involved. That's why I'm like how else can we monetize this and get people to buy more often.

We started looking at more products in our product line. For me, I don't want right now to go and buy more supplements because inventory costs drive me crazy but obviously the people that have supplements keep buying supplements. We found some friends that have supplement companies and we're partnering, selling some of their products.

We won't have as much profit on them but I don't have to spend ads, do shipping, inventory fulfillment, any of that stuff. They take care of all of that for us. All we got to do is tell my customers about their products. That's what we're adding in this month. I was thinking about it. What's cool is let's say we sell 30, 40, 50, 60 thousand dollars of affiliate commission on these products? That's just pure profit to the bottom line. There's no fulfillment cost, no nothing.

It will take that 20% profit margin we're running at right now with the supplement, and it will make it now 30, 40, 50 percent. That's how we grow a company.

This is some fun stuff. I am sure you have probably heard the Jay Abraham stuff before. I am curious if you are looking at this in your business and thinking about it in this way. Again, I learned about this ten years ago and then again five years ago. Over the last three or four days it has become real to me again. I am looking at how we can grow this company and thinking, “Rats! We are focusing everything on number one which is good, but it is the most expensive by far. How do we add more of number two and number three?”

For us it is specifically about number three. With number two we are doing pretty well with the supplement.

Let me step back and take a look at DotComSecretsLabs. At DotComSecretsLabs customer acquisition is doing awesome and our resell stuff and backend monetization is also doing awesome. However, in the middle our profit per sell is, I think, where we are struggling.

In fact, you have heard me over the last two or three months. I have rebuilt the upsell process for DCS Labs probably three, four, or five times. We could not get the average transaction value high enough.

Finally, we cracked the code with this last version and we got it now. This is kind of cool because for every free book we give away we are averaging $49 in cash from the upsell flow. This is exciting. Obviously, we still have to print the books and ship them, so there are still other costs involved. It is cool, though, because we can now spend $20 to $30 on a book and when all the costs are added we are getting pretty close to breaking even. This gives us the ability to buy more media, get more affiliates, and to do all the other fun stuff.

It is kind of cool to look at each of our businesses, each of our funnels, and think about those three things and focus on all three of them. Like I said, the money is going to come more from number two and number three most of the time, but all our focus is on number one, including me. We focus our time on traffic, traffic, traffic! It is getting more customers, more people and more people as opposed to focusing on the other two.

This is some interesting stuff that you guys can use in your businesses to help you max out your tax bracket, then your partners’ tax brackets, and then your team’s tax brackets and everybody’s. I am not sure if I am going to tell all my people that this is my goal for them. They are going to really want that much money. However, I think it is a good goal to set. I am going to talk to them and have them set this goal for themselves, as well. They can start focusing on this and try to figure out ways inside of our company, inside of what we are doing, to increase what they are making. Together we can figure out other ways to add value to reach the point where they can max out their tax brackets, as well.

It is a fun goal! I hope it gets you excited. It gets me excited! It is the one exciting thing I got from the accountant today. Everything else is what it is.

I am almost to the office, you guys. If you like this podcast, please go to iTunes and let us know.

Also, we have started our beta for ClickFunnels. A couple of you guys are in there and it is going crazy. I think there are about 30 people in this beta group. One guy listed off, “This means I can cancel Visual Web Site Optimizer; I can cancel Lead Pages; I can cancel GoToWebinar.” He listed off all the things he could cancel and it added up to $300 or $400 a month in fees he could cancel by using ClickFunnels. He could get all of this at about a tenth of the price which is pretty exciting.

Three or four people said almost word-for-word, “This fills in and solves all the problems I have ever had with Internet marketing; figuring out how in the world to get a sales funnel up.” This is exciting, too. I am fired up about it and I think it is going to be exciting. We will spend two weeks or so in beta getting everybody in there. We are finding bugs in the templates and little things like that. We are knocking them out as quickly as we can. It is kind of a fun process. I have never gone through this before.

This is what we are doing right now. We are cleaning it up and adding more and more templates. After that we are thinking about launch strategies. I do not want to do what a lot of companies do.

Some of my friends own a company called Kijabi. When they launched they had a huge, Internet marketing-style launch. I have no idea how many members they got, but I am sure it was 3,000 to 6,000 people in there. People came in, but with that many coming in that quickly, you just cannot keep up with support. They had headaches, issues, and all the stuff that comes with that. A lot of people dropped out quickly, as well, and there were a lot of bad reviews written about them, about how it did not work and so on.

Eventually, within a couple of months they had it all figured out and now it is a very, very good product. However, you have only one shot to make a killer first impression and they lost that. The people did not come back and they will not come back.

For me, I was thinking that I should have joined Kijabi a long time ago. Why didn’t I? During the product launch I read a review from someone who talked about how bad it was. That was four or five years ago and because of it I never opened an account. I am sure it is now probably the coolest thing in the world, but because of someone’s bad experience, it kept me from even attempting to try it.

We do not want to have that with ClickFunnels. We want to do it differently. I am thinking about more of a delayed rollout. It would be kind of like going to the DMV. You take those little stickers with the little number on it which tells you where you are in the line. We would have something like that where everybody takes their “sticker.”

Each day we would unlock it and say, “Today we are going to let 50 people in, so that is numbers one through 50. Your number is now live. You can come in and get a beta account.” We would let 50 people in and they could spend a day or two in there. We would make sure there were no issue or bugs and then boom! We would open it up and let the next 50 people through.

This is how Gmail launched. You had to be invited by somebody. It was a slow rollout and it caused a lot more mystery, buzz, and excitement. I think we will make it where those 50 people come in under an agreement. You have to create a funnel the first day otherwise we kick you out. We want to make sure people are using it.

Second, if they like it or hate it (I don’t really care), either way they have to write a review about it on their blog or on their Facebook. We want to cause buzz, get people talking, and make everyone want it, right? I think this is the rollout strategy we are looking for. I want to make people go crazy.

Also, we will have the ability from a support standpoint to handle it, to grow it, to scale it, and when we are ready to open the floodgates and allow a million people through, we will have the infrastructure and everything in place. All the bugs will be gone and it will be a rock-solid product from day one.

This is kind of what we are looking at. I am excited. It will be fun to see how we end up deciding on the execution. This is what we were talking about yesterday a bit. I think it would be fun. It would be like a big game.

In a couple of months I think we could get 4,000 or 5,000 very active, very solid customers this way. With Labs, I think we have sold 4,000 or 5,000 DCS Labs books now. We do not have any affiliates promoting it yet. We have a couple that have picked it up, but we have not asked any affiliates to promote it yet. It has just come from our own traffic and Facebook. I think we can do something similar with ClickFunnels.

Anyway, I am at the office. I had a long drive from the accountants’. I hope you did not mind me rambling this whole time. That’s it for today. Have some fun! Go to max out your tax brackets and we will talk to you guys again soon.

Russell’s new strategy to take home more money without increasing sales, and what’s the #1 reason why business exists…

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Hey everyone, this is Russell Brunson. Welcome to a very rainy Marketing in your Car. It's raining today. I'm heading into the office and I'm really excited for today. This morning, I had my accountability call with Carl White. I talked about it in an earlier podcast about the power of accountability calls, and finding an accountability partner as someone to hold you accountable.

So far, it's been going really good. What's fun is it's nice having Carl. He's such a very opposite personality from me. I think that what he brings to the table for me are just things I don't have right now that are really cool. One of the things he was talking about which I appreciate him so much for this. It's going to be my big focus for today is he was talking about in his company before, he would look at how much money he would make and then look at what he was actually taking home, and that percentage.

He was like, I don’t remember exactly, 15% or whatever. He was like, “How do I change that to 40 percent?” That became the goal. That was his focus. It needs to be 40 or 50%, whatever the number is. He started working and working on focusing on that. How do I take home a bigger piece each month?

He said that became one his key drivers, not how much money does the company make but how much money does he actually get to take home which is interesting to me because I think my problem is my focus has always been what's our top line revenue. It's a good goal to have. In fact, this month we just broke our record which I was really excited about. We had an awesome month. We did that literally without, I don't think we hardly emailed our list at all. We didn't do a product launch or anything and it was still probably one of the best months we've ever had.

I think the only time we've had higher months was back when we had the call center. We had 100 employes but definitely since we've shrunk down to about 13 people now, definitely the biggest month we've had by a long shot. Being with that, what I took home from that wasn't that exciting to me. That was my frustration today on my accountability call.

What I decided to do and I'm really excited for this actually, which is funny because the least favorite part for me in our business is accounting, and accountants and stuff like that but we just hired an accountant in house. What I'm going to be doing with her is going through all of our stuff and probably spend two or three days just going through and really trying to understand the numbers because again, they're like my enemy right now. I hate them.

Understanding them a lot better and figuring out how do I change our business so that I can take home a bigger percentage, I'm not even sure right now what percentage I'm taking home but change that to whatever it is to how do I take home 30, 40, or 50 percent. In business, that's really the only thing that really matters. That's not true. There are two things that matter. One is that you're providing value to the end customer and number two is that the owner is getting paid, the owner is making money.

It was funny, when I was at Boise State, I had this finance class. I also had an economics class. My economics teacher asked a question. He said, “What's the purpose of a business?” He was like, “Oh, to create jobs, do this, and do that,” all these things. In my finance class, my teacher who I really liked, he said, “The only purpose of a business is to make the owner money, that's it. If it's not for that, what's the purpose of it?”

Obviously hopefully you're selling something that's going to provide value to the end customer but the only purpose of the business is to make money for the owner. I think I'm probably more in the middle of those two schools of thought but it made me think about that. Having a business, creating jobs and stuff like that is good but if you as the owner is not getting what you need out of it, what's the point of it? You just have an average paid job, depending on what you're doing.

That's my big focus for this week. There's going to be less of how can I sell more stuff. I think we got that under control. It's going and growing. It's exciting, but more of let's look at the numbers and really figure out what we are actually making, take immediate costs away, this and that, and then what's it going to take for me to increase what I'm taking home. How do we change our commission structures, our profit share structure with our internal team so that everyone is incentivized to pay me more?

It's kind of exciting. I'm not sure what's going to come of it. I have no idea. That's part of the fun of the creation of it all. That's my goal is to sit down in front of a whiteboard for four or five hours today and try to map that out and figure out a way to make that work. I'm excited.

If I figure out the solution, I’ll report back to you guys and let you know but just start thinking about that in your business. Start thinking about how can you set up things so that the goal of the business is to pay you, and one of your KPI, your key performance indicators should be how much money, what percentage of the money that the company is making, you're able to take home each month.

I think if you do that, even if it doesn't increase your money, gross sales, it should increase the money you take home which is really the point of this whole game anyway. There's some advice for today. I’ll let you know how it turns out for me. Other than that, I'm at the office. I got to get out in this cold rain and run to the door. I'm going to jump off now and I’ll talk to you guys soon.

Over the last 30 days we completely shifted our target market, our ideal customer, and how we communicate with our audience and the results have been amazing…

---Transcript---

Hey everyone, this is Russell Brunson. Welcome to the Marketing in your Car podcast. I hope you guys are having a great day today. I am fired up. It's the last day of spring break so I've been home with the kids. We were juicing, having some fun. Then I'm going to finally head into the office and get some work done.

I want to talk about something that makes me mad that I'm excited about this because I always make fun of this. You know everyone that's into the whole law of attraction thing, attract, put out what you want and it will attract things to you? I remember when the Secret first came out. We all watched it, a bunch of my friends and I. There's parts of it, obviously putting out what you want and attracting stuff back or whatever but I've had an experience this last week that's been really interesting.

I've been talking about this a lot. Those of you guys who have been listening know what I've been doing but we've been really trying to shift our business away from business opportunity seekers and more towards traditional, not traditional but more towards established business. I've spent the last probably eight or nine years focusing on helping people get started in business which has been fun.

It's been fulfilling. You see people who go from nothing to something. It's exciting but it's so much easier to take somebody from good to great than it is from nothing to something. Kind of my big conscious decision over the last year or so has been we want to start working more with traditional business owners. Traditional is not the right word but established businesses, people that are already making money.

That's more appealing to me. We can do a lot more cool stuff, all this advanced stuff that we're doing now. We can add those things to a business and see insane results. If they have a funnel that kind of converts, we tweak it a little bit, boom, we can take it from a one percent to a four or five percent conversion rate.

Then we can come in and say, “Hey, now that you're at this conversion rate, now we can spend some more money on media,” and introduce some media buyers through channels. We can take a company from $30,000 or $40,000 a month to a million dollars a month very quickly just by identifying those pieces, changing them, tweaking them, and scaling the traffic.

I've seen in our business with our new Neurocell offer, we went from the last three months, it's tripled every single time. In fact, this month, one third of our income came from Neurocell which is exciting. It fires me up. My goal is to have at least half of our income not coming from coaching and internet marketing this year. We'll be there by next month which is exciting and fun. I'm really enjoying it.

Our big goal was to start attracting the right kind of businesses, the businesses we want to work with, and not stop focusing on the beginners but not doing coaching with beginners, saying, “Hey, here's products that will help you but until you're at a certain level, we can't work with you.” To do that, we had a couple of strategies.

One was to dramatically raise our prices. We used to sell a $5000 coaching package and traditionally to beginners, which is a lot of money for a beginner but that's what it was. What I did is I stopped selling it at $5000. We made our lowest package $8000, and then we made a $15,000 and a $25,000.

I told our guys, “All I want to do is sell $25,000 packages. That's the goal. That's who we want to work with. People who can write a check for $25,000 are the kind of people that can spend money on traffic and do other stuff. We can really scale their business quickly. That's who we want to work with.”

I think at first they were really scared to sell higher ticket things but as soon as we got one person at $25,000, boom, the next week, we got three more. All of a sudden, the belief level is coming where if someone can only pay $8000, we don't even talk to them on the phone anymore. We just want to work with people that have legitimate businesses. It's been interesting.

I talked about this in one of the earlier podcasts. We changed our bait. We went away from here's how to make money on the internet to here's 180 split test results. Our next front end product coming out is a product for coaches and consultants. We're putting bait out there that attracts the kind of person that's going to come in, that's going to have the kind of money we need.

The third thing we did, this still blows my mind. I've been sending out emails that are our inner circle program. Applications have been coming in really good. We have some good people that have come through it but yesterday, I did some Ben Settle style reverse marketing. I wrote an email, a daily Seinfeld email. Some of you may have seen it.

Basically, we had this guy who applied. The way he applied and the way he went about it was weird. He had a really good business. We could have done some really cool stuff with him but he was rude to our salesperson and ended up hanging up on her. It ended weird. I wrote an email about that and called him out, and talked about what he did and the kind of people we like to work with and what I would have done in his business had he been humble enough to come through our process the way we have it structured but he didn't.

Because of that, this happened and this happened. I shared this email. It was fun. I wrote it in a way that was entertaining, sent it out. What's happened over the last not even 24 hours yet shocked me. It's been really interesting. Using what Ben Settle calls repulsion marketing, talking, kind of calling out people, calling out your customers and setting a line in the ground saying, “This is what we believe and this is who we're trying to work with.”

I put that email out there. I tell you what, we've got over 40 new applications came in from that email. I would say over 20 of them, more than half of them are people whose businesses are doing over $20,000 a month right now which is my perfect dream client. It was really interesting. It's been a fun exercise over the last few months as we've been tweaking this, changing our front end bait, raising our prices so the people we don’t want can't afford what we have, and putting out emails that draw that line in the sand.

The results so far have been crazy. We have three new clients. That's $25,000 this week. I think that for this new group, we'll probably get four or five more. It's exciting. For all of you guys out there who are struggling or not sure about your business, or it's not where you want to be, or you don't like your customers or whatever it is, I heard people like Frank Kern forever talked about how he got tired of the beginner so he changed his business.

It was funny because his initial business, he had a product called Underachiever Secrets which I had bought the whole company from. I heard this interview with him right after I bought it, “Yeah, I just got rid of my biz-op stuff and started focusing on consultants. Now I've got clients that I love.” Dang it, I just bought the clients that he hated.

It's interesting. Just think about that. You really can write your own destiny. You can pick whatever business you want to be in. You can shift it very quickly. I look at our business, ten years of business opportunity seekers and within a month, we've completely transitioned away and we're actually making more money easier and I had a chance to hang out with awesome businesses I can do so much more for. It's pretty cool.

Anyway, if you're in that situation or around there at all, those are some strategies we're using that work really well. I'm at the office so I'm going to check out these applications coming through and see who I get to work with. We're doing our first big inner circle meeting here in Boise in May. It's going to be awesome.

If any of you guys who are listening would like to be part of our inner circle, it's not cheap but I promise you, it's less expensive than going through the trial and error on your own. You can apply at InnerCircle.DotComSecrets.com. That's about it. I'm going to go hang out with my team, call some of these people, have some fun with them and see who we can work with. Thanks you guys. I’ll talk to you soon.

Russell just had an epiphany that changes the way he will forever communicate with his email list. Listen to this podcast episode to find out what it is and how you can apply it too.

---Transcript---

Hey everyone, this is Russell. Welcome to the Marketing in your Car podcast. I hope you guys are having a great day today. Some good news, I was right. If you listened to my podcast yesterday about the one thing, we did the tests and it is crushing it. I'm excited. I'm glad that my hypothesis is doing good.

It more than doubled sales from the two other versions. One was written by me and one was written by a really good copywriter who is not me. I'm excited and fired up. That's good news. If you missed that episode, go back and watch it. Today, I had an idea.

If you look at our business, we have a bunch of really cool front end products. My end goal is to get people into my inner circle. My inner circle is where you get to hang out with me, we get to do cool stuff, I get to work on your business, way more fun. I can change your business better than anything.

We kind of set it up where anyone buys anything from any of my funnels, they come in and then we have a sequence that tries to push them to apply for inner circle. The applications have been coming in but I wanted to get more. I wanted to make it more consistent. I think today I had an epiphany, I think. Again, I'm going to test it out and I'll get back to you guys and let you know.

It's been interesting. I'm looking at Ben Settle. If you guys know Ben, I talked to you guys awhile ago about the Seinfeld emails. Ben is the one I referenced that taught me that concept. He does these daily Seinfeld emails. It's really cool the way he does it. He just keeps pushing and pushing these emails to go out.

Everyday, he's promoting one product. He has his email players where every single day, there's an email promoting that one product. I kept thinking in my mind, “My business is tough because I have so many different products and services. What do I send out? There's not just one thing I do, teach, or talk about.”

But when I started thinking about it this morning, but my one thing, my core thing I want for people is to be in my inner circle. I make the most money out of it. I help people the most. I have the biggest impacts on a business or company in there. It's like the best, I think it's the best thing we have.

I started thinking, “What if my typical auto responder sequence is someone comes in, they get some emails and I'm pushing everyone into this sequence where the daily emails are all pushing back to our inner circle?” Everyday, I just find something really cool to share, talk about it, and then be like, “Hey, by the way, if you're on in our inner circle yet, join here.”

Then the next day, I share a story about someone in the inner circle, talk about how we helped him, boom, if you're not in our inner circle, go here, and just start emailing every single day, pushing people back to that thing. I'm really excited and intrigued and interested to see how that concept works and goes. That's what I'm going to be testing out.

For you guys, I want you to think about that. What's the one core thing you want people to ascend to? What are you trying to push people to? I think I always struggle with this a little bit because Ben's main thing he's pushing people to was a $97 a month newsletter but that's like the only product he really sells. He kept pushing people and pushing people there.

Again, because we have 30 different products, what do you do? Do you just push people to a different one everyday? What do you do? I think it's really coming back to how can you affect people the best. For Ben, that's his front end and his back end. That's his only product he sells. I always thought the goal of it was to push people to your front end but I think the goal of daily Seinfeld emails is to push people to your back end.

That's an epiphany I just had today. I'm going to be testing it out to see if I'm right. I think I am. That way, I can bring people to any funnel I want but then I'm always pushing them to apply for our inner circle and the right people will weed themselves out, kind of interesting. I'm excited by that. I hope some of you guys, that gets you excited as well to start sending out daily emails.

I'm excited because my daily emails are going to be awesome stuff. Some of you guys have seen a couple we've been putting out lately where I'm pushing really cool videos, content, and ideas. I'm going to put out the best stuff possible because I think that's what is going to attract the right people in the inner circle. I'm going to say something, teach something, or show something cool and people will be like, “Man, Russell has taught me a little nugget. Imagine what he would do if he could work on my business directly. I'm going to go apply for his inner circle.”

Focusing on that every single day, I think everyday will get a new group of people coming through. I'm fired up. It gets me excited. I hope it gets some of you guys thinking about it as well. I'm at the office right now. For any of you guys who want me to look at your business and play around with it, tweak it and make it better, you should come to my inner circle. Maybe I’ll start pitching that more on these podcasts.

Look, these podcasts are fun. Hopefully you guys get good ideas and things from them but if you really want me to affect your company and your business, we have to play at a different level. There are two ways to really get to that level in life. One is to go and to work your way in which is what a lot of us do. You work hard and eventually over a couple of years, you get there or the second way is to buy your way in.

I remember I was at an event one time and I met this guy. I can't remember, he had a weird name like Scovia Smith or something like that. He was a young kid. I remember meeting him at this event. He was telling me how he joined every mastermind. First off, I'm like how can you afford that. Second off, why did you do it?

He told me, “Russell, there are two ways to be successful in this life. One, you can work your way in and it takes a long time. Number two, you just buy your way in.” That was the first thing he told me. Then he said, “What I did, I had an email list of people. I emailed them all. I said, 'Hey, I'm single. I have nothing else going on right now. I can go to all these different events but I can't afford them. If you all want to pony up some money, I’ll go to all these events and come back and teach you what I learn.'”

I think he got 10 or 12 people to send him 10 grand. Then he used that money to go sign up for everyone's mastermind groups, and he bought his way in. He got to know everybody, got direct access to his business and worked really quick. There's definitely a lesson inside of that. I've taken that lesson and bought my way into a lot of things. It's a lot faster sometimes than working your way in.

If you're interested in the inner circle, it's just InnerCircle.DotComSecrets.com. Thanks you guys and gals. I'm at the office. I'm going to go check out some applications and see who I'm going to be working with today. I'm excited. Talk to you soon.

How to increase your conversions by un-muddying your offers, and a whole bunch more…

---Transcript---

Hey everyone, this is Russell and this is a special late night edition of Marketing in your Car. I hope you guys are doing awesome. I am actually driving home from the airport right now. I had a really fun weekend. Some of you know if you follow me on Facebook, you probably saw we just launched or created a brand new supplement for the MMA called MMA Ignite.

I was actually in Dallas, Thursday flew to Dallas to go film us actually making the product because we also, sometime in the future, I'm going to be creating a product called SupplementSecrets.com. I just wanted to be able to have that footage of them actually making our first batch of MMA Ignite so I flew down there, brought a camera, and filmed the whole process.

It was cool, you see them. We made our own formula. They go and buy all the raw materials. They have boxes and barrels of all these powders and stuff. Then they take them all, mix them in this huge mixer, and take them into the other room and put them in the machine that puts them into the bottles, and then the label machine puts the labels on, and the thing seals the top. It was a really cool process.

We filmed the whole thing. I'm sure you guys in the next few months will see that when we come out with that product. It's a fun thing. I was just planning on doing that, then I realized that this weekend was the NCA Wrestling Tournament in Oklahoma and Daegan Smith was going to go. My birthday was two weeks ago, so Daegan was like, “Hey, I just bought you a birthday present. You're coming to NCAs.”

I flew from Dallas to Oklahoma and had a chance to go watch the NCAs yesterday which was really fun. Daegan came through. He got us front row seats so we were front row, right in the section where the wrestlers run out in the mats. It was pretty sweet. My wife and my kids were watching the tournament from home.

Because we got such good seats, I guess they saw me on TV every couple of minutes so it was kind of fun. My little son Bowen texted and he was like, “Hey dad, you're on TV. You're famous,” so that was fun. It was just a really fun weekend. It was cool on the flight home, I had some delays.

It was probably ten hours I've been in airports. I had a chance to work on this new product we're putting out, another one of our free plus shipping products, just finishing up the front-end book for it. It got me excited and thinking a lot more about marketing and things like that. I want to share with you guys a concept that over the last four or five days, I've been thinking about this.

I shared the concept with Daegan. I might have mentioned it on a podcast but I've just been thinking a lot about it. I have another probably 15 minute drive to get back home so I thought I would just dump it on you guys a little bit, and hopefully give you guys some ideas because I think I'm going to talk about this a little bit, the Dot Com Secrets Lab Funnel.

I rebuilt it three different times. I think the next, I haven't seen the stats yet but I think the one we built right before I left out of town, I'm hoping that it converts a lot better. I think that the psychology behind what I was trying to do, I explained this whole concept with Daegan. I think that too often, we try to sell things, we're trying to sell stuff.

When I first got into this business, people always talked about you create an offer and you create bonuses, and the more bonuses you have the better. Then you get your features and your benefits. You're trying to explain all the amazing stuff about this product. The theory is that if you drop 1000 different bullet points, that one of those little bullet points is going to speak to somebody and they're going to want to buy.

Because you're not speaking face-to-face, when you try to sell somebody face-to-face, you have an advantage because you can see what their concerns are and things like that whereas in print and video and stuff, you don't so the theory is you're just giving everything you can think of and throw it out there. One of them hopefully will be the one that closes them.

I've been thinking a lot about that. I don't necessarily think I agree with that concept. One of the big things I was just writing about in my book that we're going to be launching, talking about the different free plus shipping offers we've been doing and why they've been working so well, one of the things I've been writing about is the fact that the free plus shipping offers that do the best aren't the ones that are this free course or something big like that.

The ones that do the best are the ones that are very singular focused, one concept, one idea, one thing that you're selling. I was thinking about if you look at, talking about concepts you guys probably don't know yet because you haven't read the book, but this funnel that we take people through, this free plus shipping, we put them through an invisible funnel. At the end of it, we sell them your coaching program.

Your coaching program is the end-all, be-all, right? It's all the stuff you have, teaching them how to do everything. That's hard to sell because it's so big that it's hard for people to grasp that. Then you take your entire coaching program or whatever and pull one piece of that out, the one most sexy part of that. That becomes what you train on during your invisible funnel training.

Then from your invisible funnel training, you pick the sexiest thing and pull that piece out. That becomes the free plus shipping thing, very much one focus. The new upsells that I did for Dot Com Secrets Labs, I kind of did the same thing. One of the upsells is a new traffic upsell. In there, there's a whole bunch of videos and things like that about different ways to get traffic. It's a good product. It's a great product.

When I was writing the copy for it, starting the traditional way, talking about you're going to learn this traffic system and this, you dump on all these different systems, I was like, “Man, I don't think people really want that. What people want is the one thing. What's the one thing that the product is going to give me if I buy it? That's what I want. How is it going to solve this one thing?”

I took all the, I think it was seven different traffic systems in there, and I just focused on one. I talked about one and made it so mysterious, exciting, intriguing, and cool. I talked about that and was like, “There's a bunch of other ones too but I don’t have time to talk about this. This one alone is worth more than the price. You're getting that plus seven more.” I just talked about that one thing, that one bullet point.

I just went deep into that and made that the bait, the thing to get them to have the desire to come in, instead of throwing out every feature and benefit, a bunch of bonuses. I just picked the one thing that I think is going to be the best bait. That becomes the entire focus of the sales message, the same thing with the second upsell inside Dot Com Secrets Labs.

The traffic one is a new upsell that I hadn't done before whereas this one is one that has been in every version of the upsell flow. We're selling the Seven Figure Shortcut, which is our automated webinar and sales training. I thought, “I'm going to do the same thing on this. I'm going to figure out what's the one thing in this entire course.”

This course is big. I think it's six or seven days worth of videos. It's two different workshops and a whole bunch of other stuff, probably one of the best products I've ever created. The problem is when I try to sell it, people don't want to buy seven days worth of videos. There's just so much stuff, they get overwhelmed and it seems like a lot of work.

Of all the seven days worth of content, what's the best thing? What's the one most intriguing or sexy, the one thing that had the biggest impact on me, the reason why I put that in the course? What was the one thing that had the biggest impact on me? I was thinking back. The one thing that had the biggest impact on me was when this guy named Armand Morin taught me a thing he called the stack.

It's the way he did his close when he sold from stage. He taught me this way to close. I did it and I've always struggled to sell from stage or on webinars. I learned it and the very first time I did it, I closed 40% of the audience. Then I took that and added it to every presentation I've ever done. I think I counted 23 or 24 different webinars and presentations I've created that all use that.

Every single one that I've used that has been successful. It was this one thing. I talk about that. I say, “Look, I did this whole course that taught everything else I've learned about how to script a webinar and how to sell things. There's some amazing stuff that I don't have time to go through it all, but just this one thing alone, the stack, that one thing has made me millions of dollars. That's something that's inside of this course. I don’t know anywhere else in the world you can get it, but you can get it in this course. For $297, you get the course. You're going to learn about that one thing but you’re also going to get all this other stuff I'm not even going to talk about, a bunch of other things that can help you get traffic. That one thing is by far worth the price of admission.”

That's the way I pitched it. I'm not sure how sales have done over the weekend since we launched it. I've been out of communication with all the wrestling stuff and the supplements but it logically makes a lot of sense to me. I think us as product designers and developers, we get so into all of the stuff that we create and the packages that we create that have so many elements as things, whereas I think sometimes the power is just figuring out the one thing they desire the most and really focusing on that.

If it's what they want, not what they need but what they want, that's going to be what drives them to buy. I think the other things will muddy the waters too much. I think all the other stuff, the bonuses and all that crap that we normally throw in just muddy the waters. It takes the focus off of the core desire they have. That's my thought process right now.

It gets me excited because it changes the way that I present things and I pitch things. I was also thinking a lot about upsell flows, the right way to do them. I used to for years, I would just go and have my front end product. What's the upsell? I would pick a random product, and just do random different products in the sales process.

For some reason, it used to work alright back in the day but today, it doesn't. Thinks have to be very congruent. That's the other thing I've been thinking a lot about. What is your front end offer? What are your upsells and things like that? This black box is turning into some of our high end clients. We're having everyone create a free plus shipping offer. The upsell is the invisible funnel that they’re doing.

As of a week ago, I would have thought that the best way to do it was have your free plus shipping be teaching this process, and then the invisible funnel is you going deeper into that process. What I've found from our testing with Dot Com Secrets Labs, I did that. We set it up where a free book was the front end product and the first upsell was invisible funnel style training where they got to be on this webinar where we went deeper into testing and all that kind of stuff.

The take rate was horrible. It was really bad. I think it's because if your upsell is more of the same thing, it's not what people want. They want the next piece of the process. The new upsell flow, by the way, if you look at the Dot Com Secrets Labs one, if you look at Dot Com Secrets as a whole of my company, we have three missions we try to help people do, help them with traffic, conversions, and sales, those three things.

Dot Com Secrets Labs is the conversion product. The upsell is the traffic product. Hey, we just helped you double your conversions. Now I want to help you double your traffic. The second upsell is the third pillar of our company which is sales. Hey, we just helped you double your conversions. If you took the first upsell, we helped you double your traffic. Now we want to help you double your sales.

It's taking that path of logical next thing they need. By buying your product, what's the gap that they're missing? Not so much the gap but what's the next thing they're going to need after that. If you can figure those things out, it just makes your upsell flow work a lot better. Thanks for allowing me to brain dump.

I've been thinking about it but it always helps me to put it out in words. I'm now at my home. It's late at night. I'm excited to get to my wife and give my kids a kiss. I appreciate you guys and hope you enjoyed this podcast. I hope you're enjoying the stuff we're doing now. We're putting out a lot of fun stuff and having a good time. Watch what we're doing. We're making more money than we ever have. Model what we're doing. That's the best way to make more money. Thanks you guys. I'll talk to you all soon.

Russell will walk you through the process he goes through when one of his offers doesn’t convert like he wants it to.

---Transcript---

Good morning, good morning. Today is an awesome day. I'm excited to be here with you guys with the Marketing in your Car podcast. Today is exciting because I'm flying to Dallas, first off, because our new supplement MMA Ignite is being produced and I want to film the whole thing so I'm flying to Dallas which is exciting.

Then I'm flying to Oklahoma for the NCA Wrestling Tournament to go hang out with Daegan Smith and some other friends. It's exciting. I'm excited but today, I have about four hours at the office. I want to tell you what I'm doing today because this should hopefully give some of you guys encouragement who have been playing this game we call internet marketing and not having the success you want.

I have been doing this for a long time, over a decade now. You would think that I would get really good at creating the perfect funnel and perfect offer every time. In theory, you would think that after doing this as many times as I have, I would be pretty good at it. I think I am pretty good at it but even with that said, there's still times it just hasn't worked.

One of the funnels we have, we have a really good front end offer that's converting great. We had an upsell path that was doing alright. It wasn't doing great but it was doing okay. We wanted to tweak it and change it. We rebuilt it all last week, took a whole week to rebuild it, make new upsells, new sales videos, everything. I thought it turned out awesome.

We rolled it out. Today, this morning, I just got back some stats. From almost 200, 170 front end sales, we only had 10% take the first upsell and one percent take the second upsell which is horribly bad for what I need the numbers to be. In fact, our old upsell is doing way better so I'm trying to figure out what my next step and my next move is.

I think what I'm going to do is go back through today and rip the whole thing apart and redo it. It's kind of a pain but that's what it takes to make these things work. I know a lot of you guys, you tested out something. You created a product or offer, and you put up your sales video. You did everything and it didn't work.

You're like, “Ugh, this thing is a scam. It doesn't actually work,” but it's not. It's hard work. You've got to go in and tweak it, and change it, perfect it until you do get it to work. After you get something that works, it's just crazy. For example, our supplement offer, we ran it for 18 months. It was doing alright but nothing to brag about, 18 months before finally – and we had redone the sales letter. I think we paid two or three different copywriters to rewrite the sales letters. It just kept not working and not working.

Then this last version, we spent a lot, 20 grand. Again, it was like rolling my dice, rolling the dice, “Please let this thing work,” and luckily it's been working. Now we can scale it. Now that it works, it's literally like a slot machine. You put a dollar in, boom, ten come back out and it's really fun.

It took us a year and a half to get that to work on our supplement. This offer, I'm hoping that it doesn't take me a year and a half to get it perfect because we're selling a lot on the front end. I just need the upsells to work. Anyway, just something to think about when you're creating your offers is just you've got to be persistent.

If it doesn't work, then you tweak it. If it doesn't work, tweak it. Just keep working and working it. Eventually, if you stick with it and keep studying, keep learning, keep figuring out how to make it work, eventually you'll get the right formula where boom, it's going to start working but you can’t just give up after one.

I think too many people, they just give up. I think that's probably the difference between me and a lot of people is I just get angry and stubborn. I fall in love with my products so much, I want them to sell so I just keep pushing it and working it until it gets it. Man, after it works you guys, it's exciting.

That's what I encourage you guys to do. Think about that today as you're going through your projects. Look at ones that are working, ones that aren't working and just figure out, “What do I got to do? What do I got to change?” Don't be discouraged by that. Be excited. I'm kind of excited. I've been thinking all morning now since I saw the numbers. How can I tweak this offer?

For example, one of our offers was for this really cool webinar thing. I just don't think I made it sexy enough. I'm trying to think of what else can I add to it to make it really sexy, and then I remembered a couple of years ago, I did this interview with Gary Halbert. I've never shared it with anybody before. I have the audio file. It's talking about the same topic the front end product is talking about.

I was like, “Man, if I make my whole spin around that, the secret phone call with Gary Halbert literally months before he passed away where he passed the torch on this new concept that we were able to take.” Everything that we've done has been based on this one conversation I had with him, this call has been worth hundreds of thousands of dollars to me. How would you like to have it? You could only get it one way, boom, by buying this product, picking out one really cool sexy thing and using that as the hook.

A lot of times, just changing the hook, changing the bait, that's what you're doing. We're basically out there fishing. I talked about that I think it was yesterday, to attract the right customers, you've got to have the right bait. A lot of times, if they're not buying what you want, you got to change the hook, change the bait, keep working it around until you find the right thing. When you find the right thing, man, it gets to be really fun.

That's it. I'm at the office. I got to build a whole new upsell flow in the next four hours which is exciting. It will be a lot of work but I think it will be cool and I think it will pay off. Cross your fingers for me that this time, it will convert the way I need it to and for you guys, go back to the drawing board, do what you need to do. Don't get discouraged because man, when one of these things works, it's definitely worth it.

I appreciate you all. Have a great day. I will talk to you guys all again maybe on my trip. Maybe when I'm out and about, I’ll drop some ideas for you guys. That's about it. Thanks. Talk to you soon.

Want to change your customers… Change your bait. A simple way to attract the right customers into your business.

---Transcript---

Hey everyone, this is Russell. I am driving behind my wife to take my kids to the dentist. We're going to do a very special Marketing in your Car. Like I said, we are heading to the dentist right now to take all of our kids to the kid dentist which is usually a lot of fun, but about a 15 to 20 minute drive so I'm going to do a Marketing in your Car.

What I want to talk about today, this is probably one of the coolest phenomenons I think that I've had in my business for a long time, my own personal insight. If I look at my business, especially over the last probably four or five years, just because of what we were doing, I was trying to attract more people that are business opportunity seekers.

You could tell by the products we've created and services we've created, they're very much geared towards that, how to make your first money online, how to – it was all starting, starting, starting type stuff. It's interesting because we were able to find a lot of traffic of beginners so we built a big business based on that but the problem that I've had is the beginners are so much more work, more effort, and it's so much harder to get them to where they want to go, even though I think our coaching programs and everything we have is awesome. It's just harder to get people.

We always say it's easier to go from good to great than it is to go from nothing to something that's good. I've always wanted to work with people who have more traditional businesses. We've done some work with people like that but not to full scale. I think my biggest concern was always if I create an offer that's build towards business owners, they’re harder to target. It's not as easy as people who want to start a business.

It's really easy to find people who want to start a business. Finding people who already have a business and helping them to launch it and grow it, that's traditionally the harder part. Because of that, I think I've had a fear of doing that, being able to grow our business bigger and all those kinds of things. We keep going back to more the beginners.

We were trying to create our new Dot Com Secrets Labs product. It was interesting, we first launched it as a print newsletter. It was $97 a month. We marketed it hard. It was hard to get people in. We had a couple hundred people but it never grew bigger. That was shocking to me because I really thought it was our best product we ever created. It was more valuable and more useful.

The problem was I was really good at attracting opportunity seekers, but not as good at getting actual business owners. For an opportunity seeker, you talk about split testing and it doesn't really make sense to them. Why would I? I don't even have a website. Why would I split test? I have to get something to work for them to try to make it better, right?

It never really took off. We ran it for six or seven months. Finally, I was frustrated because of how much effort and work had to go into it and how much money came out the back end, it just didn't add up. We couldn't keep doing it. Then the girl who was publishing it for us, she just had her second baby and she basically came to me and said, “Hey, I want to retire from publishing the newsletter.”

We decided to stop. The stuff we produced was the best stuff we had. It's super amazing and it's changed our company almost overnight. I think other people to look at it and model it, it could have huge impact on them. Because of that, I didn't want it to die. She gave us one month notice.

I said, “For the last month, instead of making a whole new issue, let's just take the best of all of our tests and plug them into one book and sell it for $400 or $500. Because it's just for business owners, kind of a high end thing, we just won't sell a bunch of them but we'll have that there and that will be one of our products.”

We created the whole thing. When it was finished, it was amazing. Most of you guys hopefully have read the book. If not, go to <a href="http://www.DotComSecretsLabs.com/">DotComSecretsLabs.com</a> and get it. It's literally the best thing. I have a copy on my personal desk. I have one next to my bed. I have one on my office desk. It's a product that we have actually used every single day.

I'm always flipping through, looking at pages, copying and testing to get ideas for what I'm going to do. It should literally be the bible for everybody I think that has a website. You should have it on your desk at any given time so you can have it there and go through it. We created the whole thing and it turned out amazing.

We were planning on selling it for a couple hundred dollars. That's when I had the idea, “What if we just gave this away for free?” Anybody who is on the newsletter who got the tests, of all the people that were on it, if people bought that book and saw it, they would become raving Russell Brunson fans.

They would buy everything we had. They were coming to our events. They believed in us. What if we got this in the hands of everybody out there? We're going to lose money up front but if we got it in their hands, they're going to become a raving fan if they get this thing because it's our best stuff, and everyone who has seen it so far has become a raving fan. Let's just make it free and give it to everybody, get it in every single person's hands, which is kind of scary since this is a 140 page book. They're not cheap to print.

We said, “Let's just do it.” We created it, went out there. We've launched it and we're averaging about 1000 books a week we're giving away. The even cooler, more amazing part of it is the type of people who are getting the book, they're not the opportunity seeker. The opportunity seeker is not going to be like, “Oh cool, a split test,” but anyone who is a real business owner is going to  flip out and get excited.

What's been interesting is just because I think of how cool it is, we have people emailing us, begging us to promote. We haven't even let affiliates promote it yet and they're begging us, “Please let us, we want to promote this, we want to promote it.” We're like, “No, we're still testing the upsell flow. We don't want to just give it away yet.”

Everyone is freaking out about it. We've just been mailing our list and buying Facebook ads. That's all we've been doing so far. Like I said, we've given away like 1000 a week which is pretty exciting. This week actually, hopefully today we're going to start turning on the heat and open it up to affiliates and partners.

What's cool about it is again, the only type of people who buy this product are people who actually have a website, they actually have a business. They're 1000 times more qualified for any of our mastermind groups and everything else that we want to do. That's what we're finding is the people that are coming to our funnel now that are calling us and want to join our mastermind groups and things, they're like my dream client, the person I wanted to work with forever but I never could get.

It's just interesting. What my big ah-ha was whatever that front end thing you put out there, I've heard it be called bait before but I never really thought about it that way but it literally is bait. The bait you put out there really does attract the type of person you want. There are times and places when you want to cast bait so wide that you bring in everybody. A lot of our business opportunity offers are like that where they're mass appeal so we can get a lot of people but there are times when you don't want that, when you know exactly who your dream client is.

What my whole thought now is you've got to create an offer that specifically speaks to them. If you do and you put it out there, they will rise to the top. There may not be as big of a mass of those people. In my case, there's not as many people so it's harder for me to break even immediately but the quality of person that comes through, most of these that are coming through, they don't have an issue spending $15,000 or $25,000 on a coaching program whereas the opportunity seekers, we're lucky if we can get $5000 to $8000.

The depth of your funnel is a lot deeper. It's just interesting. We started looking at who would be our dream clients. The next category of what we thought was our dream clients really would be consultants and things like that. We created a front end product. It's a new book that teaches our three-step system for consultants.

That's going to be our next free plus shipping thing we launch and put it out there. Our whole goal is to attract a bunch of consultants. It's kind of interesting. For you guys, I want you to think about that. Think about what is your front end offer.

First, think about who your dream client is. Write that person out, everything about them, and then figure out what's going to be the thing that's going to be the most sexy to them. Then create that thing and give it away for free, free plus shipping so that they pay to be on your list. Boom, you'll start getting your dream client coming in the door. Fish with the right bait, you’re going to get the right type of fish.

I'm at the dental office now and I'm going to go hang out with my four kids. Hopefully they don't have any cavities. I appreciate you guys. I will talk to you all again soon.

A very simple process, to double or triple how much you achieve every two weeks…

---Transcript---

Good morning everyone, this is Russell. I want to welcome you to another beautiful day. Welcome to the Marketing in your Car podcast. It's nine o'clock in the morning. I've actually been up for four hours already. The reason why is kind of fun.

There's this dude I've been watching for the last two years named Carl White, someone I've been really impressed with but I've never had a chance to get to know him. He doesn't know this yet, but one of the main reasons why, probably one of the top three reasons why I joined Ryan Deiss and Perry Belcher's mastermind group was I wanted to get to know Carl.

We had our first meeting a month ago. Carl was there. It was kind of funny. When we began the meeting, everyone had to talk about the one main thing they're trying to get from this. I said, “I'm trying to make more money without increasing any employees, staff, or overhead.” Everyone laughed. Carl came over to me afterwards and said, “What you said was dead on. Everyone laughed at you but you're the one who is thinking the right way. How do you make more money without increasing your costs?”

We hit it off then and went to lunch. We talked about some stuff and was really impressed with him and what he's doing. At the end of it, we started talking and he brought up, “Hey, how would you like to be my accountability partner?” I was like, “How does that work?” He said, “This is how it works. You write me a check for $2000. I write you a check for $2000. It's got to be a personal check, not a business check because it needs to hurt. We'll keep that. Every two weeks, we do a meeting for about an hour. We set goals, the next two weeks, I'm going to do this, this, and this. Then we go out there and do it. Two weeks later, we meet back again. If you didn't reach your goals, then I get to cash your check. If I didn't reach my goals, then you get to cash my checks.”

We got this thing on the line where we're basically holding each other accountable and it's tied to cash. I was like, “That sounds like fun, let's do it.” We did our first one two weeks ago. It's kind of cool. We got to know each other a little bit and said, “Okay, two weeks from now, this is what I want to accomplish.” We're  very careful not to set goals that were tied to things outside of our control like, “I'm going to make $100,000,” an income goal, a leads goal, or something that no matter how hard we work, it might not be dependent upon us but to do steps goals.

For me, it was, “I'm going to have this new funnel completed.” This week, my big one is going to be building out a commission structure for our traffic team and getting them motivated. You pick very specific things that you either do or you don't. I had mine. He has his. That's kind of what happened.

Today, we had our little check-up. It was good. It was painful a little bit. I had reached all my goals, and then some of the other ones that I had set last week which had to do a lot more with one thing that Carl is good at but I'm not is saving money and building up your wealth, all those types of things. He's trying to push me.

I told him, “Of all my issues, we can drive traffic, make sales and make money but I want to learn how to make it so that when I'm done with this game or this business, I have money in the bank and money for my posterity.” That's what he's been coaching me through a lot is that, getting set up all these different investment vehicles, putting away a certain percentage and all these things.

There's one thing I don’t really want to do, I'm not going to lie but he keeps pushing me towards it. Two weeks from now, I have to have it done or else he's going to charge me two grand, which is setting up a separate bank account and putting 25% of my income into that that's untouchable. I can't touch it to buy a house, I can't touch it to do anything. It's just to have, to save and to be able to have for whatever comes up, either retirement, a rainy day, or whatever it might be.

It's really good. I have somebody who is stretching me and pushing me to do things that I know I need to do but I never would do on my own, just a cool process. I had my second call this morning at 5:30 in the morning. We went through it and it was awesome. I just want to encourage you guys and gals, and everybody who is listening right now to go out there and to actually find an accountability partner for whatever it is you're doing for your business.

I would do it similar to what Carl and I did where you put some cash on the table. Write them a check, have them write you a check for the same amount, and hold up where if someone doesn't fulfill on it, then the other person promises to cash that check and hold you accountable. Each week or the way we're doing it is every other week, twice a month we're meeting, and having our little meeting to report back what we did and set new goals.

I can already tell just from this, I was anxiously trying to get projects done yesterday because I knew I was going to meet Carl today. If I didn't do it, it was going to cost me two grand so it got me pushing and running, and doing a lot of stuff that I wouldn't normally have done. I'm a pretty driven guy without that but even with that on top, it's really taking it to the next level for me.

I want to encourage you guys to do that. Find an accountability partner, someone who is the same business or different business, it doesn't really matter, but somebody who you can trust and you can share parts of your business with or your life, whatever it might be that you may not feel comfortable with normally. Have them hold you accountable.

Make it a set schedule where it happens every two weeks, you're holding them, they're holding you. I'm excited to see what the next three or four months comes from this on my side but I think from you guys, you can do some amazing things as well. That's what I want to encourage you to do.

The cool thing about this too is it doesn't always have to be just business goals. Some of Carl's goals today had to do with exercise and fitness, and things like that, just really cool. I encourage you guys to find an accountability partner, put some cash on the table. Make it fun and see how fast you guys can get each other moving forward.

That's what I got for today. I'm at the office. I have two weeks now to get my next set of goals done. I'm going to get to work and have some fun. I will talk to you guys again soon. Thanks everyone.

A unique way to close sales indirectly, and get more people to buy your stuff, without ever actually selling your stuff.

---Transcript---

Good morning everyone, this is Russell. I want to welcome you to the Marketing in your Car podcast. Hey guys and gals, we are here today in Boise. It is a super windy day. It's going crazy. It's like a tornado is coming through. It's kind of fun. Hopefully I will not get blown off the road while I'm driving to the office.

I want to talk to you guys today about something fun that we're doing, that maybe will give you guys some ideas. It's a way we've been trying to position and sell our high end coaching. We've been having some fun with it. We just added in a couple new levels and an opportunity for people to come to Boise a couple of times a year and hang out with me, and have me work with their businesses one-on-one, or I guess eight-on-one, ten-on-one, or whatever, but in a more intimate situation.

I'm really excited about that. We're trying to figure out different ways to pitch it and sell it. Selling a mastermind by itself is kind of hard because there's a lot of people that have masterminds. What's the difference between yours and everybody else's? The real difference is the person who is facilitating it. What do they bring to the table? What do they know, and stuff like that?

It's kind of hard to sell that. How do you brag about yourself versus other people? So I've been trying to figure out what's a better way to promote that and sell that. I remembered probably five or six years ago, I got sold. I love getting sold. I hate going to seminars and you hear speakers, and nobody is able to close. I'm like, “I'm not that hard to close. You just have to give me a cool enough offer.”

It was Armand Morin's, I think it may have been his last or second to last big seminar. I went there and was hoping that somebody would sell me because I hadn't been sold for awhile. I just love that experience. I'm going through every speaker. Every speaker is like eh, eh, nothing really got me to move.

Finally Armand got up. Armand is a legend, especially when it comes to stage selling. He was doing this presentation. It was fun watching him go through the whole thing. Sure enough, by the end, he sold me. What was interesting is that he was selling this seminar he was doing called Persuasion X which was his public speaking program.

Like I said, he went through the whole presentation on Persuasion X and then he sold it. It was whatever price, like five grand or something, “Dang it, that's a lot more than I was expecting,” but I really wanted it and was really happy. Then he came back and said, “Or if you're a member of my AM2, you get it for free.”

I was like, “Say what?” I knew about AM2. I had heard about it for years but I had never signed up for it though, which was kind of like his inner circle thing that we're rolling out. I always heard about it and thought it was really cool but never had anything to really push me over the edge to have me join his mastermind.

I think Armand is brilliant, but what am I going to get from him versus some of these other masterminds I'm in? Persuasion X though, that seminar or workshop that I wanted so badly, that I could have got for five grand or I could join AM2 and get it for free, what am I going to do? Sure enough, he closed me and I went and joined AM2.

I think you pay $500 a month for it, and all this stuff but he closed me. I was so excited. This weekend, I was thinking about how to position our inner circle, trying to figure out the right way to do it. Again, every time I've tried to write the copy or try to do a webinar, or anything I was trying to create to sell it, I always come back to me, me, me and I feel so stupid.

I hate that. I'm not the kind of person that likes to sit there and brag about themselves and why you should listen to me, why I'm the best person to run the mastermind, and all that kind of stuff. I was like, “You know, let me just not mention me at all. Instead, let's figure out something really cool. Let's close in our coaching program right now.”

We've been going through this it was supposed to be an eight week course. We've turned it into probably it will be a 20 week course, teaching our new Black Box concept which is just killing it for people. What I did instead is I wrote a four page sales letter talking about Black Box, how great it is, and how it literally changed our business and is changing other people's, and just talked about that concept, how amazing it is.

I talked about right now, everyone in our inner circle is actually going through the coaching program for free with it. That's the only way to get it. Otherwise, if you're not part of my inner circle, you can't have it, and really sold this Black Box training but then said you can't get it unless you're in the inner circle. If you want to be in our inner circle, go apply here.

When it was all said and done, when I looked at it, it was so cool and so refreshing. There were no income claims, no bragging, none of that other stuff that was selling. We just talked about this one really cool concept that I think is revolutionary, that I think is changing the way business works and if you want to know how it works, the only way to do it is being part of our inner circle. If you are that, then go apply over here.

I finished the sales letter. It turned out really cool. It's four pages long. If you bought DCS Labs or anything else from us, you'll probably get a copy of it here in the mail in a little bit but we're going to start promoting it and sending it out with everything we do. I think that positioning is really strong. It's just different. It's a cool way to do it where you don't seem like a jerk and you don't seem like you're bragging about yourself.

You just have one thing that's really powerful that people want. For you guys, think about that with whatever it is you're selling. A lot of times, we go directly and try to sell the product, sell the product or sell the mastermind, the coaching, whatever your thing is but sometimes it's more powerful to figure out what the bonus could be and sell that, and the only way to get that is by joining our program.

I have a chiropractor that's one of my close friends. He's doing something like that right now. I'm really impressed with him, how he came up with the idea. He's been trying to sell people coming to get adjusted forever and he's been struggling with it. He went and created this presentation that teaches people this 30 minute morning routine you go through every morning.

It has exercise, yoga, stretching, and all this stuff. Then what he does at the end of that presentation is he gives you a foam roller, a bottle of MCT oil and this meditation CD but only if you come to his clinic and get adjusted. He's just trained you for 30 minutes on why you need these three things. You can go out and buy it on your own, or if you're part of his program, you can get it for free, really powerful positioning.

He just finished that whole offer and he's going to start presenting it to different businesses. That was cool. Think about in your business how you can do something like that. I think I'll find out really soon how well ours works but I think it will do really well. I think it's a cool way to sell something without having to actually sell it and get a lot of really cool, excited people in.

That was my thoughts for today. I'm at the office and I'm excited. I have a fun week coming up ahead of me so it should be a lot of fun. I appreciate you guys all listening and we will talk to you soon.

Russell just discovered a simpler way to sell to your already warm audience. Listen to learn how a simple iPhone video can change your business forever.

---Transcript---

Good morning, everyone out there in Marketing in your Car world. I want to welcome you to today and welcome you to the podcast. I just stumbled upon an interesting realization today. This goes back to this whole evolution of selling stuff for me. I look at when I first got started online, I did sales letters. Then we moved to me in front of a camera doing Russell talking trying to sell stuff.

Then we did PowerPoint videos, then doing some sales letters again. Today and yesterday, we've really built out our Dot Com Secrets Labs Funnel. Instead of doing sleek PowerPoint style videos, I've just done iPhone videos, literally got my iPhone out. I bought one of these iPhone lav mics on Amazon for $60 and they're awesome.

The one thing bad about iPhone videos is usually the sound so we got this little thing and it works. All of the sales videos that were in the sales process, I've replaced them now. I tweaked the offers a little bit too but we replaced them with me just in front of a camera and conversions are crushing it. It's interesting.

I think I came into an ah-ha and I may be wrong. I'm going to test it out a bunch. I think that with cold, cold traffic, I think still having the PowerPoint style videos is probably the best because it gives you the most controlled environment to make sure you deliver the message correctly. It takes away people's ability to judge you and things like that because the one biggest problems with videos of you in front of the camera is people make instant judgments.

If someone comes into my funnel and they see me, they're like, “Wow, he looks like he's 11 years old. There's no way he knows anything about internet marketing,” they're going to prejudge me before they can hear my message. For cold traffic, I still think it's probably more powerful to lead with a PowerPoint style video just because, again, it takes away all the judgment of you as a person. It gets that person in.

Then I think as soon as they have come through your funnel and they are introduced to you, and they understand your value, and you've been positioned as a spot of authority or whatever you want to call it, as soon as they believe that, I really think at that point that the most important thing, not the most important but the best way to convert on the next thing you sell them is through an iPhone video.

I think at that point, they have a relationship with you and it's so much more powerful to have them just see you, see your excitement and passion, to see you unscripted where you're talking about this thing, showing it and making it tangible. I think if you do that, it's just going to crush it. It is for us right now.

If you look at Dot Com Secrets Labs Funnel, it started with the PowerPoint video. I made a quick video of me in my office holding up the book and talking about it and posted that. I was going to use that just to send out to my list but then I was like, “Let's just put that as the video,” and sure enough, it beat the PowerPoint.

Then we changed the upsell to where we're giving away a free shirt and they join a $20 a month membership site. We tweaked that. After we did that, it was just a video of me in the office showing the shirt, talking about it, putting it into a box. I tried to make it a tangible experience. They saw me putting the t-shirt in the box.

I'm going to shoot this box, if you just click yes down below, “Ooh, I want that box,” I was trying to make it a very tangible experience for them. Then the third one, I just went to my home office. I'm actually driving back to the office right now from my home office. I just filmed it and I'm excited to see how it does.

We're upselling this webinar. Instead of having a PowerPoint of me talking about the webinar, I had the webinar up open on my screen and I show it. I show pieces of it. I made it tangible, “This is what I talked about and this is why it's important. This is what you're going to have a chance to see.”

I just really tried to open it up so they could see exactly what it was that we're doing and that they're going to get. It's interesting. I think I had a big paradigm shift today. I've definitely been in the process over the last four or five years to script out every video and have it all perfect. While I still think that's important when you're bringing cold traffic in, I think after you've got a relationship, I think the iPhone style videos are going to convert best.

There you go, you heard it here first. You will probably see a lot more from me doing this in the future. I'm at the office. I'm excited to get this video uploaded and tested out in the funnel. I appreciate you guys and hope you have a good time, and make an iPhone video today. Throw it up and sell something and see what happens. Pretend like you're Billy Mays and you'll be amazed at what happens.

In fact, here's a homework assignment for all of you out there in Marketing in your Car land. Go to Google and type in “Billy Mays Rich Schefren,” and it's going to pull up a blog post on <a href="http://www.StrategicProfits.com/">StrategicProfits.com</a> where Rich Schefren wrote, right after Billy Mays passed away, Rich Schefren wrote this huge blog post about it.

I tell you what, I would have paid $97 easily for that blog post. It goes over how Billy Mays was the best pitchman our world has ever known, his scripts, how he did it, all that kind of stuff. If you go through that, it will give you the exact outline of how you need to create an iPhone style video. You'll notice one of the big things he talks about is product demos. That's what I'm trying to do, even with digital products, I'm trying to do these product demos, showing them the computer screen, showing them the demo, giving them some kind of wow moment.

If you do that, that's how it all works. I appreciate you guys and gals and we'll talk to you soon.

Listen as Russell tells you about a new technology that will literally change the future of your business forever!

---Transcript---

Hey everyone, this is Russell Brunson. Today, I want to welcome you to the Marketing in your Car podcast and I'm going to give you guys a glimpse into the future. It's been a little while since I've done a podcast. I've been traveling like crazy, learning some cool stuff and been finishing up a secret project that very few people know about. I've hinted towards it a couple of times so I wanted to announce it now to our faithful Marketing in your Car listeners so you guys get a sneak peak above everybody else, not a sneak peak but just know what's happening so you can prepare for it.

I think it will change your business and honestly, I think it will change your life. That's how passionate I am about this. I think what we've created is probably the best, most needed software product in the industry. I'm fired up about it. It's almost done. I'm freaking out. I've had a demo of it to play with today. It's amazing.

I'm going to tell you about it. The software is going to be called Click Funnels. What's cool about it is there's other web builders out there, right? There's ones like Lead Pages, you can create a landing page. There's automated webinar software out there. There's cool hangout software, there's membership site software. There are a bunch of things out there that are all good but you've got to daisy chain together a whole bunch of different products to make a real funnel.

What Click Funnels does is you log in and look at all the different funnel types. If you say, “Hey, I want an automated webinar,” boom, you click a button and it will create every single one of the pages for the automated webinar for you, boom, boom, boom. Then you show each page, you click on it, and you can pick a template, change the headlines, all the text, kind of similar to Lead Pages, how easy it is to edit stuff. We modeled them on their editor but instead of creating pages, it's a funnel.

We have automated webinar funnels, we have membership site funnels. We're literally log back in, click a button, add a tab, copy, paste in your content, boom, the entire membership site is built out in ten seconds. We have micro continuity funnels, we have free plus shipping funnels, we have tripwire funnels. We have basically every funnel you can dream of.

In fact, to launch this, I'm working on a report where I'm going to map out my top favorite funnels. I've actually been drawing them out on the iPad. I'm having one of my designers sketch and make them look really cool. I mapped out like 14 different funnel types last night. It's cool. Our software will create every single one of them in the click of a button.

Let's say for example you wanted the micro continuity funnel. In that funnel, there's five different pages. There's a squeeze page, a free CD page, an upsell page, a thank you page. You click a button and boom, it creates all those pages for you and it also creates a micro continuity member's area so you can go in there and say week one, unlock this content, week two, unlock this, week three, and literally, you can build out an entire micro continuity site in 20 to 30 minutes.

We also have them for product launches so if you've seen all the product launch funnels, boom, you've got a product launch funnel. If you want an automated webinar, we mapped out all the pages for that. You click a button, boom, it's done. If you want an invisible funnel like what we've been doing, boom, click a button, and you're done.

It's super cool. I can't even wait to show you guys. Our goal is to have a beta out in the middle of March and then by the end of March, launch it. I'm going to call my shot right now. I really think this will be probably the biggest game changer product that has hit our industry. I think it will stretch beyond our industry. Literally people that have local businesses can use it. People that have network marketing companies, people that whatever it is, it gives you the ability to do anything.

Right now, it takes me a team of four or five designers and programmers to get done. You can do it literally by clicking a button. I'm going to fire half my staff after I have this. No, not really but we're going to change my staff to where all they’re doing full time is just creating new funnels, new templates, new pages. I'm really fired up for it.

You will see we're doing a lot of really cool stuff. You'll notice I'm going to be doing some fun things over the next two weeks talking about funnel types where people can go, all these funnels I'm sketching out, we're going to have it where we'll actually ship you out a physical copy of each of these funnels so you can look at it and determine for your business what funnel is the most important.

A lot of people lately, funnels is the hot topic of conversation in our industry. It's what everyone is talking about. Everyone has, “This is the funnel.” They're talking about one but the reality is most businesses have multiple funnels for different reasons. I'm marketing to my list, I have to have pattern interrupts, different ways I'm selling different things, different price points just so you can engage with different people.

I'm going to be giving out these hand outs so people can pick what type of funnel they need, and then right afterwards, we'll be rolling out the software to do it all. I'm fired up. I hope you guys are too. I think you're going to love it. We're setting it at a price that's cheap enough that anybody can use it. I want 20, 30, 40,000 people using this by the end of the year so it's going to be awesome. I'm at the office.

I'm going to go implement this stuff and get it knocked out. It's going to be a lot of fun. I appreciate you guys. If you like this podcast, if you're getting good ideas, if you get excited by the future of what's coming, then please go to iTunes and let me know. I love reading those. It makes me happy to see the reviews. That's about it, you guys. Thanks so much and I’ll talk to you guys again soon.

Can two seemingly conflicting marketing techniques actually work together when used correctly?

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Hey everyone, this is Russell Brunson. I want to welcome you to another amazing, awesome, exciting episode of Marketing in your Car. Hey guys and gals, I had a really fun experience last weekend that I wanted to share with you. I joined a mastermind group called the Ocean's Four mastermind group. It was out of Vegas. I joined it because it was just a different type of mastermind group.

It was only meeting one time. It wasn't one you have to join for a whole year so I knew the commitment timetable wasn't too big. The other reason was Ocean's Four was because there were four people that were in the mastermind group. Two of them I've been studying a lot for a long time. I was really intrigued to get their opinions and ideas.

The two guys that I went to go see, one of them, his name is Andre Chaperon. He has a bunch of products. By far, his best and most prolific is a product called Autoresponse Madness. The other guy was a guy named Ben Settle who runs BenSettle.com. He's got a print newsletter called The Email Players Club. What's interesting is I've been watching these guys for the last year, 18 months or so, and trying to understand.

They have two very different perspectives on email. With Andre and Autoresponse Madness, his whole goal he teaches is that you need to create a soap opera sequence. If somebody joins your list and over the next 20 to 40, however many days you create this soap opera, it's bringing your audience in and engaging them. You're opening loops in one email and closing them in other emails, having many episodes and this big huge story line which I think is really cool. It engages people and pulls them in.

You look at the other person, Ben Settle. His model is very different. You join his list. From that point forward, everyday you get an email with an email I call them Seinfeld emails. It's kind of like the TV show Seinfeld where they're basically emails about nothing. Everyday, he sends an email out about whatever, and somehow always ties it back to his core product which is The Email Players Club.

He's relentless. Everyday since I joined his list, I've gotten an email. I don’t think he's ever missed a day. Every single day, it tells you some random thing that happened that day and then boom, pushes you back to his product. Again, two very different styles. In fact, it was kind of funny, Ben at the mastermind said, “If you were to look at our styles, I would look at what Andre does as a sniper, getting up on the rooftop, aiming, and trying to make this perfect thing and crafting it so you can perfectly close the sale and close the deal whereas with me,” this is Ben talking, “it's kind of more like walking into the mall with a shotgun and just unloading as many rounds as possible as fast as you can.”

That's the difference between their two styles. It was interesting because from their perspective, what they do could conflict. I think everyone else in the room, they think it conflicts. What's interesting is as I've been building out our funnels over the last 18 months that I've been watching these guys, I'm a big believer in both of their styles but in a very specific and very important sequence.

What I've been teaching our students, what we've been doing is when someone joins your list, you put them through a seven to day day email soap opera sequence with the core goal of that to build the bond, to build the attractive character, and build the audience's engagement with the attractive character, to help them to build that bond to get to know the person and to make them want to continue to open emails and purchase products, and be engaged with that person.

After that initial soap opera sequence is done, then we drop people onto a broadcast list. Then we start doing the Ben Settle style daily Seinfeld emails. As you look at my whole philosophy and belief patterns with email marketing is you lead with the soap opera and after they watch the soap opera, then you dump them onto the Seinfeld emails. I think that as a one-two punch, I think it's the smartest. I think it's brilliant. I think it's the best thing to do.

I think if you go directly to the Ben Settle style Seinfeld emails, the audience doesn't have a chance to build a relationship with attractive character. If you just do Andre's soap opera sequences, you do a soap opera but eventually, you just keep writing this thing and you want to kill yourself because they're intricate and it takes awhile to write these things out. If you're carrying on those story lines, they're lasting days, months, and years. I think it's really difficult.

If somebody joins your list in the middle of this thing, they have no idea of all the back story. It's like trying to watch a show like 24 where you start halfway through the season. It doesn't really make any sense. What I think is the blending of the two things. If somebody joins your list, initially have a seven to ten day sequence that's a soap opera sequence that builds a relationship with the attractive character, and as soon as that sequence is over, then drop them on a broadcast list where you do the daily Seinfeld emails.

I think the blend of those two worlds is the most powerful way you could possibly do email marketing. It was really fun to have a chance to go meet those guys and learn the system they have behind each of their businesses, but I think more importantly, how to blend those two things together into what I think is the perfect, most ideal way to your email marketing.

I'm at the office now. I appreciate you guys listening to the Marketing in your Car podcast. I hope you get a ton of value out of it. By the way, if you want some help with your funnel, we have a new coaching program set up. We're doing some amazing things with it. You just have to go to BlackBoxFunnel.com/application.php. If you do that and apply, you have a chance to work with me and we can look at your sales funnel and have some fun with it. That's about it for today, guys. I will talk to you all again soon.

How to shift your focus to the #1 most important aspect of your business, and how to use that to triple your sales this year.

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Good morning everybody. I hope you guys are all doing awesome out there. Welcome to the Marketing in your Car podcast. I'm heading to the office today. I'm excited for this week. I hope you are too. Some of you guys know if you listen to my podcast religiously, you know that over the last week, we've been pulling some crazy long hours. We had three nights in a row.

The first night, we were here until three and then I got three hours of sleep. The next day, we were here until four and I got three hours of sleep. The next day, we were here until 6:30 in the morning working because we flew out our head UI designer and our head programmer, and we are about to take over the world with a new software product.

Last week was a lot of development week, working on stuff, creating things, and it was really cool. Then this weekend, I started thinking, “You know what? As great as developing new stuff is, I've got to be focusing on selling stuff.” Obviously as a business owner, my number one job is sales. I got to get back to selling.

I was thinking a lot this weekend about Michael Masterson's book Ready, Fire, Aim. I think I've mentioned this before on our podcast. If not, everyone should go get that book just because it will get your mindset right. He talks about in the book what it takes to go from zero to a million dollars, a million to ten, ten to 50 and 50 to 100 million, and the different skill sets and mindsets you need at each level.

What's interesting is he talks about the very first, going from zero to a million, so many businesses fail because they think they need an office and computers, and I need all this stuff they need. The reality is from the very first year, the very first however long it takes to go from zero to a million bucks, the only thing you should be focusing on is sales, sales, sales. Our company does well on autopilot. Thing are happening but I look at each new venture we launch.

Every time we launch a new venture, I've got to look at that as a company that's starting at zero and just sit down and look at sales, sales, sales. What do we got to do today to sell? This morning, I woke up early and put on my sales cap to figure out how we can market and sell our products. I picked the three core things we're focusing on right now. One is our Dot Com Secrets Labs newsletter. One is Neurocell, and one is our coaching program and wrote a strategy today about what we could do to start focusing on selling.

I'm excited. We're heading to the office today. We're going to have a quick powwow with everyone. Then all we're going to do is spend most of the day focusing 100% on how do we sell this stuff, writing Facebook ads and solo ads, affiliates, and just going crazy.

It was interesting, I look at a typical business day for me. I would say I probably spend five or six hours a day focusing on building new stuff and then other time, my focus of actually promoting things, maybe 30 minutes a day, maybe. If I can get the mindset shift for me and everyone in my office where we spend two or three hours a day completely focused on how do we drive more traffic to our offers, how do we sell more stuff, how would that change our business?

Within a week, we would be focusing the same amount of time we normally right now focus on in a quarter. That's really my big focus is I'm going to try to spend two or three hours a day, me and everyone in my team that's tied to any kind of traffic generation thing, just focusing on sales, sales, sales.

It's fun, I think I talked to you guys before about this huge whiteboard like a scoreboard in our office. We have our big goal this year which is $10 million. We have daily goals, weekly, and monthly. We actually just hired, we've had accountants that have worked for us for a long time. We just hired an in-house accountant to start working in our office so every single day, when I walk in the office, she can say, “Boom, yesterday we made $15,000 or 13 or 22,” or whatever the number was.

I can see that number and we can try to figure out that day, what do we do to outsell what we did yesterday, and just focusing on beating yesterday's sales. I'm really fired up and excited for that. Those are some of the things that are going on in my mind right now. For all you guys, whatever your business is, I want you to start focusing more on that, waking up each morning, and the number one thing should not be, “What can I create today? What's my next project?” or whatever it might be.

The number one goal should be how do I drive more traffic, how should I sell more stuff today? I highly recommend creating some kind of scoreboard where every single day, you can see your sales so you know that when you wake up in the morning, I got to beat yesterday's sales. It's kind of like when you go to the gym.

I used to go to the gym all the time and just lift hard. I got strong but I got strong to a level. A couple of years ago, I had a personal trainer and he keeps track of every single lift I do, and every time I go in, he tries to increase either the reps or the weight or both, or whatever. I look at the gains that I've made over the last two to three years. I'm stronger now than I've ever been, and I keep going up. It's because we're tracking and measuring, and seeing those things.

I think it's the same with sales. I'm excited to start watching that. Today is the first day of this. It will be interesting to see what happens over the next month, two months, three months. Last week, we were looking at our sales and we were averaging I think around $16,000 a day or so which is good, but I was like, “Man, what if we could get that to $20,000 and then $25,000, and then $30,000?”

I think we were doing the math. I think $30,000 a day is about $10 million a year. For me to hit my goal for this year, we got to be averaging about $30,000 a day. That's my KPI, my key performance indicator, the number I need to be looking at every single day when I come in. What did we do yesterday? Okay, what do we have to do more of today to increase that over what we did yesterday? That's my goal.

I'm excited. I just got to the office. I hope that you guys are as fired up as me. Sit down, look at your goals, look at your daily sales and start figuring out how you can make that bigger. I don’t care if right now, your sales are six bucks a day. That's fine. Look at that and say, “How can I get to $10 a day? How can I get to $20 a day? How can I get to $50, $100, $1000 then $5000, $10,000?” and just start focusing on those numbers.

If we're not focusing on it, it's not going to grow. I promise you, it's like going to the gym everyday and just lifting. You'll feel good and the ladies will check you out but you're not going to get any stronger. When you start measuring that daily and you look at that, the number just annoys you and bothers you.

You've got to figure out how in the world to beat it. That's when you start seeing the big gains that you want. That's my challenge for you guys today. That's what I'm going to be doing today. I'm fired up. We'll talk to you guys again soon. Thank everyone.

How we’re using a free t-shirt to launch a new membership site.

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Hey everyone, this is Russell Brunson. I want to welcome you to a very snowy Marketing in your Car. It's been a little while since I've done Marketing in your Car. I want to tell you what's been happening. We are about to launch this new software as a service, or SAAS as they call it program, product. It's actually three products.

We've been working on it for the last year or so, actually, a little bit longer than that on some of them. We're at a point now where they're almost done but they haven't quite gotten done. We really need a good UI designer to help polish everything off. There's this guy who I think is the best UI designer I've ever seen in my life, and I bribed him and paid him a whole bunch of money to come to Boise to work.

We flew him out this week. He works typically, he wakes up at two o'clock in the afternoon and then hangs out and starts working at seven o'clock at night until six AM. That's his schedule. That's East Coast time so it's even later. Four o'clock my time, he's normally waking up. We flew him out here and he's still on that schedule. We're kind of working around him.

The last two nights in a row, I have worked until about four AM. Then I go drop him back off at the hotel, I come home, sleep for three or four hours until my kids wake up, and then I'm back at it again. I'm running at almost no sleep but for the last two or three days, we've gotten so much stuff done. It's just exciting.

For all you guys who are out there launching new companies or businesses, you probably know that there's days when you just go in there and kill yourself, when your body is ready to die but it's all worth it afterward because at least for us, our thing is almost done, and fired up and excited. Last night while they were working, Todd was programming, Dillon was designing, and I was writing sales stuff.

I came up with an idea for a new business model. Because I had eight more hours while they were working to do whatever I wanted, I started implementing this concept. What we did, we've done a lot of membership sites in the past. My problem is I always charge $97 for them. While we made a lot of money, retention was never amazing on it.

One of my close friends, Stu McLaren, I remember a couple of years ago, he told me, “Man, if you had a membership site that was $20 a month, people would stay forever. You charge so much, people don't stay.” I had an idea for a membership site, a $20 a month one that was basically like a forum where people could come online and talk about marketing stuff.

Outside of that, there wasn't a lot of stuff in there, just that. I wrote the copy for it, not really good but I was like, “Why is someone going to pay $20 a month to get that? What's the hook to get someone in?” I was looking at all these people doing t-shirt stuff. That's the hot topic right now. Everyone is selling t-shirts on T Spring.

We tried looking at different models and ideas, and saw one guy in the real estate space who is giving away free t-shirts, like a tripwire offer, giving away a free t-shirt and then upselling them into his continuity program. I was like, “What if I made a t-shirt, the coolest t-shirt in the world and the only way you get that t-shirt is if you're a member? You join and we ship you out this free t-shirt,” kind of like Insanity does.

You buy their product, and if you lose weight, they send you a t-shirt. We flipped that around. I wrote the whole copy, designed the whole letter last night and it turned out amazing where basically what we're going to do is print 1000 of these t-shirts and they're going to be limited edition. When they're gone, they’re gone. The only way to get one is to become a member of our membership site, which is $20 a month.

You pay $20, boom, we ship you out the t-shirt. When the 1000 t-shirts are gone, they're limited edition and they're gone forever. At that point, we'll design another t-shirt and do it again, and just keep doing this process until we get 3000, 4000, or 5000 members in the member's area. Every time we have a new  t-shirt come out, we will offer it to the new members first so they can pre-order so we can sell 500, 1000, 2000, however many members which lowers our cost. Then we do this launch where we go and pre-print all the pre-ordered ones and then 1000 other ones, and give away these t-shirts for free and advertise them on Facebook, and a bunch of other really cool things.

Like I said, it turned out amazing. The model is really cool. We're going to be replicating it I think across all of our niches. In our weight loss space, we're going to design an amazing t-shirt for the weight loss space, one for the jiu jitsu space, one for all these different markets we're going into, just an amazing t-shirt and the same model, $20 a month membership site and limited edition of that t-shirt, 1000 of them. When they're gone, they're gone, and then replicate that over and over again.

I'm excited. It's a new model. It's a new concept, new idea. No one is doing it yet. I'm sure that people knock me off. I hope they do. I hope you do but just wait. We'll be rolling this out probably in the next seven to ten days. I'll get the t-shirts printed. We already have a design and they turned out amazing. I messaged the designer last night at three in the morning and woke up this morning, he had already designed it and it looked awesome.

It's exciting, a new model, new ideas to think about. That's about it for today. I hope you're loving your business. I hope you're excited. I'm going to go pick up Todd and Dillon, get back to work. We get one more day of pounding out UI designs and back in programming before they leave. Then I get back to my regular sleep schedule because I am tired. I appreciate you guys and will talk to you all soon.

The two invisible lessons that I learned, that they didn’t want me to know, while at the traffic and conversion event.

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Hey everyone, this is Russell Brunson. Welcome to a very slushy Marketing in your Car. Today, I woke up and came outside. It's kind of raining but it's freezing cold so we have this slush all over the road. My kids were running around in their clothes before school and got soaking wet, so we've had a fun morning but now I'm heading to the office to get some work done.

I'm super fired up for today for a lot of different reasons. I just want to talk to you guys today about something I saw last week which was awesome. I was very impressed with Ryan Deiss and Perry Belcher, their Traffic Conversion Summit. I just wanted to share with you guys something really cool that I learned from it.

It wasn't so much the teaching. The sessions were great and everything. The reality is the bulk of what they shared was a recap of the best stuff from Perry's Secret Selling System so the content wasn't really new or anything from that side, but watching the event orchestrated was amazing. I think there's a lot of things to be learned from anyone doing any kind of event. It can be online events, offline events, anything.

I don’t know how much they actually sold at the event but if I was to guess, I would say probably sold anywhere from three to five million dollars from the event without anyone ever feeling like they got sold. It was really interesting, so some really cool stuff that all of us can learn from for our own businesses.

One thing, if you watched the way they ran the event, there were about 2000 people there. They had a lot of different sessions and things that they were teaching but there were two core things they were selling. One was their war room which was their mastermind group. The other was their funnel consultations. War room was between $15,000 and $25,000 depending on at what level you get in. The funnel consulting was $17,000.

What they did was they got up there and taught a session on tripwires for example which is a super cool concept they're talking a lot about over the last few times. At the end of the tripwire presentation, they said, “Look, if you want one of our funnel consultants to look at your funnel, run to the back, fill out an application, and we'll set up a private one-on-one meeting with you during the event to meet with one of our funnel consultants.”

People run to the back and fill out the form for their funnel consultation. The next session, Frank Kern spoke about something. At the end of it, he's like, “Hey, by the way, if you want us to critique your funnel, run to the back and get your free funnel consultation.” Every single presentation for the most part was talking about their free funnel consultation.

They had huge monitors in the main ballroom that show people whose turn it was to do funnel consultations. Literally, the entire three days, there were probably 60 people up on the board at any given time, saying, “You guys, report for your funnel consultation,” boom, next ones, next ones. Of the 2000 people in the room, unless they were horrible at closing, I would say they closed anywhere from 100 to 200 people in their $17,000 consult package.

Again, that's between 1.7 and three million bucks. As I started thinking about that, in my business, can I do a lot more cool free stuff where I'm just giving, teaching, and showing stuff for free, and at the end, “Hey, if you want me to look at your stuff, go fill out this application form.” In our business now, we re-set up a mini call center. We got two people who are calling and consulting, and then selling people on our higher end services.

I look at every blog post I do, every teleseminar, every interview, everything I do, I could be pushing people to go get their funnel consult, or whatever it is that I'm selling and just keep pushing people to this thing. I thought that was really interesting. I think for all you guys, we're always putting out content, YouTube videos, podcasts. All the different stuff you're putting out there, every one of them, if you just focus on giving amazing content and then push people somewhere where they can get a consultation, it's a very powerful zero resistance way to sell. That's one thing.

The next thing is their war room, which is their mastermind group. If any of you guys have any kind of masterminds or groups that you're running, I learned this originally from Bill Glazer. He did the same thing when I was in his titanium group. You go to his events, and the whole time, they're talking about their titanium group and having people from their titanium group get up on stage and talk about what they're doing and how much success they're having.

By the end of it, all you know is you want to be in the titanium group. It's the same thing they did with the war room. They just kept bringing people up from war room and case studying, talking about them. Every presentation would reference the war room. People are just like, “What in the world is the war room?”

Finally, “Okay, we got some spots in the war room. If you're interested, there are applications in the back. You can go apply.” Again, it's very zero selling, just talking and putting those people up on a pedestal and making you want to ascend to that level. I'm not going to lie, they closed me on a $25,000 war room package so it worked for me.

Think about it guys, if you have a group, the biggest key is to talk about your students, talk about success stories and that will get more people to want to ascend and become like them. Those are some of the cool stuff that happened in Traffic Conversion outside of the actual seminars as far as watching them do. I usually learn more from watching people do stuff than I do from them teaching stuff.

I definitely got a huge education watching them run and manage that event. It was very impressive. I hope you guys got some ideas from what I shared with you today. Give away free content, put your success stories and your students on a pedestal. If you do that, people will start flocking to you.

I saw it this weekend and I've seen it in my own business. We're going to start doing a whole bunch more of it. I guarantee you guys will see a lot more of it coming through. Hope you guys enjoyed this. If you like this podcast, people go to iTunes and tell people you like it. Go comment on all that fun stuff. I’d really appreciate it.

I hope you guys are doing awesome. We'll talk again soon.

Some of my thoughts after day 1 of our new supplement offer.

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Hey everyone, good morning. This is Russell Brusnon. It's about 6:30 in the morning and I'm heading to the gym. I was too excited to not do a podcast. Welcome to the Marketing in your Car podcast. I got to admit, part of this whole episode is because of my good friend and faithful listener Stu McLaren.

We had a chance, I know you guys have heard me talk over the last however many months about our supplement we have. We've been doing really well with it. We always have a free plus shipping thing where they get a free trial bottle. We auto bill them and all that fun stuff.

We couldn't ever make that offer work very well like in mass media when we would take it to media buyers and stuff like that. We've been trying to figure out a way to do it. The media buyers said, “If you want to be successful buying big media, you have to change the way your offer is structured. It can't be a trial. It has to be up-front pay. It has to be all these things.”

They showed us some successful offers. We looked at all of them. I bought probably 20 different supplements to see their sales process and to see what they upsold and how much they upsold them for, what the price points were, and all that fun stuff. That was what I did about six months ago or so, and started reworking our offer.

We hired a great copywriter. He wrote the copy and designed it all, put the whole process together. Yesterday, it actually went live. It was exciting. You never really know what's going to happen. You hope and pray that it's going to do well but yesterday was a big day for us. The ad we bought, we spent $1300 on the ad and within about three hours or so, we broke even.

Within about eight or nine hours, we doubled over, meaning we had made over $2600. This is on cold traffic which is what makes it so exciting. It was the equivalent of putting a big billboard out in the street, and people driving by came in and either bought it or didn't buy it. I'm excited, to double over your money on the first day on a cold ad before any of the testing process has really started is exciting.

I remember I've been wanting to do a supplement for years. Ever since I interviewed a guy named Vince James, and some of you guys, hopefully most of you guys have heard that interview. It's the 12 month internet millionaire where I interview Vince. He had made $100 million in 23 months selling a supplement. He wrote a really good book called The 12 Month Millionaire. In that book, he wrote a chapter called, “What's it's like when one of these things explodes.”

He talks about how with his offer, the one that he did when he first mailed the first sales letter, he said it tripled over on the front end which for him had never happened before. He's like, since he had that happen, he knew it was game over. He took that letter that he was mailing and started scaling it to more magazines, making it wider and bigger.

Again, with it, he made in 23 months $100 million. That's how I'm feeling this morning. I'm awake, I'm excited. Today, my only question when I get into the office is how do we scale this. What can we do? How can we increase the traffic and make it more consistent? How can we get more of it? That's going to be my focus today and probably for the next, who knows, next year if it keeps going this well, if we can keep scaling it.

We've had a lot of successful offers. I think last I checked, we had six or seven products we had made that had done over a million dollars in sales but we've never had one that we could just really scale, take it, and grow it by adding tons more media to it. That is going to be a fun process to learn and try. That's what we're doing.

For all you guys out there who are trying internet marketing stuff, don't give up. The stuff all works. I took a little break to go in and work out. Now I'm back in my car, heading back home. Anyway, I just wanted to add onto the end of this because I wanted to make this actionable for you guys, not just talk about a success we had.

I've been doing this for a long time, over a decade now of creating and trying out offers. It's interesting, some fail, some do well, some do really well. You never know. That's why I think if you really want to be in this whole internet marketing/direct response game, a big part of it is you got to always be creating new things and testing stuff because you never know which one is going to blow up. It's kind of interesting.

I remember hearing, I think it was on Shark Tank or somewhere, they were talking about how most people are trying to get a grand slam. That's their goal, trying to get a launch that makes them a million dollars and make a grand slam but tons of millionaires have been made by hitting singles and doubles. I think it's really key.

We're always looking for grand slams but the reality is you've got to hit singles, hit doubles, single, double, triple, and then every once in awhile when you step up to the plate, you're going to knock one out of the park but you can’t do that if you're only up to bat once or twice. You always got to be practicing, getting better, trying and testing.

I don't know where our supplement is going to go but based off just day one, it's pretty exciting. I think we've got a lot of potential. Now it's going to be the fun part about learning how to scale it, grow it, and seeing how far, wide, and deep we can go. I just want to encourage you guys as well. Just keep on creating different offers until you hit the single, which usually the single is going to be the first one that gives you your big payday, hit a double which is probably the one that's going to let you fire your boss and make this thing a full time gig, then every once in awhile, and it might not be a year from now. It might be ten years from now but if you're consistent with it and keep getting better and honing your skills, you can knock one out of the park.

That's about it for today. I'm excited and fired up for today. I hope you guys are as well. Make sure that you put yourself in a positive state for yourself plus the people you're working around. Your attitude I promise you is going to wear off on people around you, so put yourself in a good state. Go in there excited today, get fired up, and have some fun. Thanks everyone, and we'll talk to you soon.

How we made $30,000 in four hours, training people on stuff we love to share, and how you can too.

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Hey everyone, this is Russell Brunson. I want to welcome you to the Marketing in Your Car podcast.

We are officially on episode 51 which is exciting for a lot of reasons that I'm going to talk about in a minute. It's about noon. I'm heading to the office right now. I'm going in a little bit late. That's because I went in earlier today as well. I had a workout early because we're relaunching the new version of our supplement this morning.

We had some ads hitting someone in real quick to fix some things up, headed back home to shower and play with the kids, and now I'm heading back to the office, about noon but I want to share with you guys a really cool story about the black box. Some of you probably saw the promotion we ran recently. It's doing really well. I want to walk you guys through it.

The black box training, if you didn't have a chance to watch it, which you should go watch it. You can see it at MillionaireIncubator.com. It's basically I was walking everyone through the process I've been using lately that's just crushing it where basically, we're leading with a free plus shipping something, a newsletter, a magazine, a CD, a DVD, an mp3 player, a knife, a something, some weird gadget or info, giving away a free thing.

After they purchase that free thing, then you take them to a page that walks them through a really cool case study of something you've done or are doing. Then you have them sign up for an invisible funnel webinar which is a webinar where basically they pay zero dollars to attend. Then you do the training live. At the end of it, if they like it, then you bill them.

They put their credit card in for zero dollars and you re-bill them at the end. At the end of the three or four hour long training that you teach whatever concept it is you're teaching, then you offer them an opportunity to work with you where you have them apply. We ran that last Friday. One of the tweaks we did this time with our invisible funnel which was kind of cool is we actually, up front, they can sign up for zero dollars and then pay $97 when the training is over. Or if they know it's going to be good and they can save $20 by just paying $77 now. We did that.

What's interesting is 39% of the people paid the $77 now which was exciting. We made almost $10,000, just shy of $10,000 from people paying the $77 up front, and then today, probably here in about an hour, we're going to be re-billing everyone who didn't cancel. Based on that, we'll be making another probably $20,000 to $25,000 depending on how many people's cards go through.

We made about $30,000 just doing the actual training which was exciting. It's always good to get paid to teach someone cool up front. Then now we got a hold of people that applied to work with us. We'll be signing them up as well for our high end thing which hopefully we'll make another six figures or more from that. It's exciting and cool.

This whole black box concept is something that I hope all you guys have a chance to look at. That's basically the process. You create a really cool, take out your best tip, secret, or strategy or whatever, make a free plus shipping thing, and then sell that. They pay for shipping and then on the next page, you show them a case study of how that thing that they just bought, how it's worked for somebody else.

Say a case study of how someone lost 30 pounds or someone made this much money, or someone saved this much money on their taxes, whatever your system is that you teach. Then tell them that you'll teach them that over premium training that is anywhere from $47 to $97 but they don't have to pay until after the webinar is over. They just put in their credit card now.

If they hate it, they let you know. If they love it, do nothing and you'll bill them at the end. At the end of that, let them apply to get your more personalized one-on-one coaching program. That's what we did and taught. It's been exciting so far. People have been going crazy with this. I'm excited.

The other reason I wanted to tell you this is the whole free plus shipping thing, we used to do it back in the day where we'd do free plus shipping and put someone on a forced continuity program but we stopped doing that because FTC and Visa and Mastercard did not like that, so we stopped doing forced continuity, but we kind of stopped doing free plus shipping stuff as well.

Over the last three or four months, we brought it back, didn't do any continuity but we do upsells. Right now, that model is crushing it for us. I actually took the first 50 episodes of Marketing in your Car. We put it on a CD. You will see here in the next week or two an offer I put out where you get the first 50 episodes of Marketing in your Car for free, just cover six or eight bucks for shipping and handling and we'll ship it out to you.

I hope a lot of you guys take it up because you'll have a chance to listen to the entire first 50 episodes on one CD. We cut out the cheesy audio songs so you don't have to hear it a thousand times. I think it would be really good. Afterwards, we'll upsell people into our funnel. I recommend you guys getting it for two reasons.

One, you'll get all of the podcasts so far on a nice convenient CD, and number two, you'll have a chance to see this black box process in action. I'm at the office now. I'm going to go rock and roll, make some more black boxes for myself, for my businesses, and check to see how our supplements are doing this morning with our new funnel and the new ad that went out.

Hope you guys are doing awesome and we will talk to you soon.

If you don’t keep track of your score in business, you can’t win. Here’s how Russell is building his scorecard today. I highly recommend you build one as well.

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Hey everyone, this is Russell, and welcome to another episode of Marketing in Your Car.

I hope you're excited for New Year's. It's coming soon. Last night, I was up until about midnight and couldn't fall asleep so I got my clothes on, drove to the office, and worked until three in the morning, and then woke up again today at seven because I'm so fired up about getting ready for next year. I want to tell you guys my number one task for today because I think it's going to be probably one of the biggest things that I could possibly do to increase our business next year.

I've never done it before. It shocks me. I should have been doing this for the last ten years of my business. I highly, highly encourage all you guys to copy me and do this today. What I'm doing is basically I'm making a scorecard. You know, the biggest problem that I think I have in my business is that I don't keep score. I don't watch the numbers as close as I should, revenue goals and things like that, mostly because I think I hate accountants. They stress me out. They just are really weird people.

Because of that, I really shy away from looking at the numbers and all that kind of stuff. Over the last month, I worked with my accountants to have them completely change our profit and loss sheets because I hate the way that regular accountants do it and I had them make up one for me that actually gives me numbers that look like a way I can actually read and interpret them. That was one part of it.

The biggest part is we're making a huge scorecard. I'm going and buying a huge whiteboard. We're mounting it in my office today. Basically, I'm going to break the scorecard into three different sections. One is going to be a daily section, Monday through Sunday, the time each day, and it's going to have our five core businesses, Dot Com Secrets, Edison, Neurocell, Body Evolution, Living on a Coupon, and other.

Have those businesses and have each day, Monday, Tuesday, Wednesday, Thursday, Friday, and what's going to happen is each morning, we'll wake up and I'm going to put in how much money we made in each of those companies, boom, right huge in front of our eyes so we can see, “Hey, yesterday we made $13,000 or $23,000,” whatever we made, and we can see it.

Then every single day of the week, we'll put that in there and we'll set weekly goals each week and see if we can try to beat the weekly goal. That would be the first section. Then what happens after the week is done, we'll clear it all out and on the right-hand side of the board, it will be a weekly number. We'll have week one, week two, week three, week four, week five, and have just the total now of the entire week for all companies.

“Hey, last week, we made $160,000,” or whatever, and put in the number for that week. Week number two, week number three, week number four, and at the end of that, we'll have our monthly goal. At the bottom of the whiteboard, or all across the bottom, we're going to have all 12 months and we'll have just the monthly. January we made $450,000, February we made $600,000, whatever it is, and we'll be able to start seeing it.

What that will do is that will start getting me and everyone on my team and everyone here focused on those goals. Obviously we've done well and we always do well. We're focusing on just doing a lot of stuff but we never just focused on that number. I think that's going to be a really big thing for us is having a scorecard out in front of us all day long, every single day because if you can see the scorecard, you're more likely to keep working towards that and trying to increase it.

One thing I've learned is that whatever you measure, you can increase. If you don't measure it, you can never increase it. I've looked at that over the last years. I looked through our numbers with our accountants. It was up and down, up and down. There was no ever steady progression, just ups and down. I think with this, it will give us a focus every single day of what can I do today to increase that.

The big model that I'm going to have for our internal company and also for our website, in fact, I think I may change the tag line of Dot Com Secrets to just being, “How to give yourself a raise everyday,” and how often do we look at it. Everyday, how do we give ourselves a raise? Yesterday, we did $13,000. How do we give ourselves $14,000 today? What do we have to do to give ourselves a raise today, always having that be the focus.

That's what we're doing. We're building a huge scorecard. It's going to be fun. It's going to be on the board. We're going to look at it every single day. I'm excited for it. For you guys, you need to make a scorecard for yourselves as well. I recommending going to Home Depot. For $10, you can buy a big old whiteboard, go mount it on your wall, and make your own scorecard. Like I said, we're breaking our board into three sections, having our daily, weekly, and yearly numbers.

For this, we're just focusing on revenue numbers. Then internally, what we're going to be doing is the same kind of thing where each key department is going to have their KPIs which are key performance indicators. Revenue will be one KPI, refunds will be another KPI. Obviously we don't want any of those. We'll also have how many opt-ins, how much traffic level, all these different KPIs as well.

Each day, we'll mail out a report in the morning from the day before of, “Hey, here's how many opt-ins, subscribers, buyers, blah, blah, blah we got as well.” We'll have a daily email scorecard that goes out as well as the big scorecard for our numbers on the wall. That's what I'm doing today. Isn't it exciting? I recommend for all of you guys as well to make your scorecard, put it up so you can see it and everybody in your team can see it.

If you work remotely, you can do something like ducks board and build your own that way. I just want something that's out in front of you every single day, and just look at those numbers every single day because again, what you track, you can increase. That's it, guys. I'm at the office, about to go make my whiteboard. I'm excited. I hope you guys do as well. We will talk to you guys all again soon.

A cool new strategy I learned from Perry Belcher, kept me up all night Christmas Eve. Discover how a “tripwire offer” can change your entire business overnight.

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Everyone, good morning. It’s the day after Christmas, and I want to welcome you to the Marketing In Your Car podcast. Okay, everyone, so, I don’t know about you, but the last two days have been crazy. Partially because of Christmas, partially because I bought a course. And the night before Christmas, I only had two hours of sleep because I couldn’t stop listening to it, and it was awesome.

So, the product is called, it was Perry Belcher’s Secret Selling System. And if any of you guys know me, you know that I’ve spent close to $300,000 or more on my marketing education in the last ten years. And this product, I would say, would be one of the top three courses I’ve ever gone through. Amazing. Anyway, the, not Christmas Eve, the night before Christmas Eve, I was listening to it.

My wife passed out, and I was not quite tired yet, so I put it in. I started listening. I was like, 10 or 11 hours into it, and Perry started talking about this concept called The Trip Wire Offer. And that’s what kept me up all night long the night before Christmas, and then the next night we had Christmas Eve. So, I’m really tired right now, but I’m so excited it does not even matter.

So what I want to talk to you is about the trip wire offer, because this will change my business forever, and it should change your business forever as well. If you don’t have Perry’s course yet, go and find it. I don’t know how to even buy it. It was an upsell for something but if you can get a hold of it, do anything you can to get it. It’s amazing.

Anyway, so, with that said, the trip wire offer, I want to talk about what this is. And this is not something that’s new to me, but this is something I completely forgot. If any of you guys have been around me for a long time, you probably remember a course that we taught a while ago called Micro Continuity. It was by far our best selling product ever, and we launched it. What we did is, little did I know at the time, we had a trip wire offer.

I actually went to Hong Kong, well, I didn’t go to Hong Kong. I went online, I met this dude in Hong Kong, who sold these little MP3 players. And I took a six-hour trading course and I put it on this little MP3 player. And when we launched it, people bought this MP3 player for free, plus shipping. And then I would ship it out to them, and afterwards we would bill them $97 a month to have access to the Micro Continuity membership site.

And like I said, we launched that, we did well over $1 million. We had, I think we had 8000 people pay $97 a month at the time. And it was awesome. And we, a little while later we did the same kind of concept with 12 Month Internet Millionaire. We got an MP3 player and sold it, and we had these little offers. We had this cool gadget, and it blew up.

Now, there were two problems with the way we ran that before. Problem number one is we were cooking continuity in all of the things. Which isn’t really a big problem, we made a ton of money. The big problem though was that a lot of people just didn’t know they were getting billed. FTC came down, Visa and MasterCard came down, and just started hating those offers. And so, they penalized us, we lost our merchant account for a little while because of it.

And they just didn’t like the free plus shipping we put someone on forced continuity afterwards. And so, that was kind of frustrating for me. And because of that we stopped doing those types of offers. Because I thought that there weren’t any good unless you had a continuity hook to it. But looking back on it now, what was amazing was we did the free plus shipping thing, and we would get so many more people in the front door.

And then, because they made that first commitment, our upsells converted amazingly. We made insane amounts of money. Our ups, I remember for every free MP3 player we were giving away, we were averaging between $60 and $70 in sales from upsales.

Then we have the continuity after that. Again, stupid Russell, because I lost my ability to do the continuity, I just quit doing those things altogether whereas if I had pulled continuity out of the equation and just gave away the free mp3 player and I had the upsells afterward, I still would have made a couple million dollars just from those offers yet I stopped stupidly. So Russell has decided to repent and start doing offers like that again, the tripwire offer.

An example of the tripwire offer is something that's so amazing, so good, and super cheap that people just buy it. You get somebody in the buying mood, they've already said yes to the first thing and they start buying the upsells right afterward. Some examples from Ryan and Perry's business, I bought three or four of them this weekend and promoted one this weekend just to see how it went. One of them is in their survival business. They have these cool little credit card knives. Basically, you pay $2.95 and they ship you out a free credit card knife. It looks like a credit card and it folds into your knife. You keep it in your wallet. It's awesome.

I bought one of those and boom, they hit me with three upsells afterward. Then I bought this other one that was this instant light match that lights 10,000 times in a row, boom, free plus shipping. I paid $2.95 shipping and handling, and boom, they had three upsells afterward. Then I bought another one that was this super magic gadget card. I don't even know, it opens cans and does a whole bunch of things like that. Same thing, $2.95, upsold me three things afterward.

It's just brilliant because it's this really cool offer. People love it. They're very easy to put on Facebook. People pass them along a lot of times. In fact, the first time I found out about Perry and Ryan's credit card offers, because I saw it on Facebook, everyone is sharing it and passing it around, it had been shared 3000 or 4000 times, this cool free card. I went to contact them to become an affiliate for it and they're like, “Oh, we don't have an affiliate program yet.”

All these people were passing it and sharing it, and they weren't even making anything off of it, just because it was such a cool front end offer. I started thinking about that for my different businesses. For our weight loss business, I'm meeting tomorrow with some guys who do sourcing from China to try to find a couple different things that we can use this on. I'm going to have them look for a pedometer, those things you hold when you walk and it shows how many steps you take, looking for a skin fold tester, looking for a tape measure, different things like that that we can give away for free plus shipping, and then get people into our funnel.

In the information business, I'm looking again for more mp3 players, for USB sticks, things like that. For our couponing business, we're looking for stuff. I'm trying to find as many things as I can because they're sexy to advertise. They go viral. You get someone as a customer, they're more likely to buy your upsells afterwards, and they're awesome.

They don't have to be free plus shipping. Ryan and Perry, a lot of their tripwire offers are just like seven dollar reports that are based off one little thing, one trick, one technique, one hack. We're going to start finding all these little hacks, tricks, and techniques, and start making little tripwire offers to bring people into our funnels.

In fact, for each one of our core offers, we're going to build five or six different tripwires around it. For example, Dot Com Secrets to Success, I have five or six different tripwires in mind that we're going to build for that. Dot Com Secrets Lab, in fact, I came in early today because I'm excited to build out this new tripwire offer I have for Dot Com Secrets Lab, all these little tripwire offers that get people into your funnel to start buying your upsells.

They join your list, people promote these things, and you can make a lot of money. They're really fun for affiliates as well. Ryan and Perry with their credit card knife, they had an affiliate contest going on.  Basically, you give away a free credit card knife and they give you $10 for every credit card knife you give away. You don't get anything on the upsells but I was like, “You know what? It's a fun thing.”

I emailed yesterday, on Christmas Day, saying, “Hey, check out what I bought myself for Christmas. It's this cool credit card knife. It was free. I just paid $2.95 shipping and handling. You guys should get one too because they're really cool.” That was 12 hours ago, probably 18 hours ago I emailed that out. So far, we've had 99 people take the thing so I made almost $1000 by giving away a free credit card knife. People are excited. They love it and they're passing it on.

It's kind of cool and kind of exciting. It got me refired up. You guys, tripwire offers. Start thinking about how you can make a tripwire offer or multiple for any of your core products. I promise you, there is power in that. Anyway, I'm at the office. I'm going to go work on my new tripwire. I'm fired up. I'm excited. I hope you are as well. Thanks you guys, and we will talk to you soon.

Last night, Russell cut the deals on a 3-5 million dollar a year opportunity, and woke up this morning feeling awesome. Find out why on today’s podcast.

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Good morning, everyone. This is Russell Brunson, and welcome to the Marketing In Your Car podcast. Hey guys and gals, so we’re not far from Christmas. I hope you guys are excited. I’m recording this on a Friday, and Christmas is next Wednesday. And just, I’m so excited, like, here I am, trying to get all the stuff done because January I’m excited to hit the road running with kind of a whole new business model and new plans and new focuses.

And some of the stuff I’ve been talking about over in the last few weeks. And I’m just fired up. And what I want to talk about today, though, was a little bit different, because, you know, marketers and entrepreneurs are always looking at, like, opportunities, right? And there’s so many opportunities in this world. It always makes me laugh. I have some friends that are broke, and broke people always complain because there’s no opportunities.

There’s not many opportunities, I don’t have a job, I don’t have blah, blah, blah, blah, blah, right? And I’m in the opposite side, where there’s so many opportunities I can’t even sleep at night thinking about them. And one of my big a-ha’s that I learned this year, I guess I kind of re-learned it this year, was learning how to say No to opportunities. And I think one of the best ways you can make money in this world is learning how to say no to a really, really good opportunity.

And it’s hard. You know, obviously there’s going to be opportunities that — sorry, I’m driving and the lady is crazy across the street. Anyway, there’s going to be opportunities that are so good that are harder to pass up. For example, this year one of the big opportunities that came across my plate was Rippln. And it was something that I thought was going to be huge. In fact, it was huge, as you know.

We got 1.5 million members, but after we did our heavy lifting on the front end, the back end didn’t really kind of fulfil on the promises. And it just kind of went away. But I look at — I spent probably two to three months of last year focusing on that, spending off time and energy and effort. And when all was said and done, the amount of money they made was close to nothing.

But you’ve seen like Napoleon Dynamite, when he’s out there, when Napoleon’s out there and he’s doing all the work with the chickens. And then he gets paid in like, change, and he adds it all up, and he’s like, “Man, I made like a dollar an hour.” That’s kind of how I felt afterwards. For the effort I put in, man, it was just tough. It took three months of the year. A third, or I guess that’s a fourth of the year.

But again it was, it could have been, and it should have been a huge opportunity. And so you never know which ones you are going to hit and miss, and that’s why it’s tough sometimes to realize, you know, what do I try, what do I not try. And I had a guy the other day promote with me, like, “Russell, you need to be a part of this, this is the biggest new business opportunity in the word.”

And then trying to sell me on it, and how much money people were making and on and on and on. I remember I messaged him back, and I said, “You know what? I would love to, but the answer is no.” I said, you know, “I’ve learned over the last year that I make more money by turning away opportunities than I do by chasing opportunities. Because I’ve got enough. I’ve got something I’m focusing on that new opportunities don’t always mean more money.”

And I look back over this last year, you know, two years ago I was back in the shiny object syndrome. We had set up I think 11 or 12 different new companies. Last December, a year ago right now, we had a big publishing meeting, we had all the people who were publishing came in. And we were so excited about the next year what are we going to do, how are we going to roll all these different offers, and all these new things.

And this year, because we had so many different offers it was hard to focus. And so, slowly throughout this year I’ve basically gone back to my partners. And although we had invested $20 or $30 or $40,000 for each of these offers, in some cases, I just gave them back to the partners who walked away and just said, “Hey, Marry Christmas, here’s a gift. I’m just going to give it back to you and let you run with it. Because I’ve got to focus on the stuff that’s making me money.”

And it was hard. Every time I made a call to those partners, and just said, “Hey, sorry, I have to step away from this, but here’s all the assets you made, you can just have them, it’s a gift to you.” Every time, like, I was sick to my stomach to do it, because I knew how much money I was losing and missing out on. And how much money I had already invested that I was not ever going to recoup.

Every time I gave one back and I stepped away, the next morning I woke up and it was kind of like, if you have ever broken up with a girlfriend or fired an employee, you wake up the next morning and you know it was the right decision and you feel just awesome. And so I basically, over the last year, have cut some huge opportunities that I focused on. That I had spent hundreds of thousands of dollars on and never became fruitful.

We just cut them. And I looked and there’s probably three or four real good opportunities that we have that we’re focusing on, and that’s it. And so, that’s kind of what we’re doing. In fact, this kind of came to a head, which is why I’m doing this podcast about these topics, because yesterday I cut a project that I think could have made $2 or $3 million next year.

And I cut it, and I walked away from it, and I was scared and I was nervous and I was frustrated. And today I woke up with a huge smile on my face, just knowing that because I said no to that opportunity, I didn’t lose $2 or $3 million. I think that I will be able to make $5 or $6 or $7 million more in my core companies because I lost that distraction, that thing.

And it was a big deal, something that I had been working on for two or three months, and run a bunch of friends and partners into it. It was a deal with one of the guys from Shark Tank. And so, it could have, should have been big, and it just kept, every time I get back into it, it just kept changing and morphing and not being quite what I had initially agreed to.

And finally, yesterday, I just kind of said, you know, I just can’t do this anymore, and I told him, I told the other partners, I told everyone. And like I said, I was nervous, I was scared. But man, today I feel great. I’m going in today and it’s one less huge project off my plate. I can focus again on the things that I know are going to make me money. Things that I’m doing every single day.

And so, I guess my bit of wisdom I want to drop on you guys today, and before the new year starts, is really look at the opportunities you have in front of you. I’m guessing you’re probably chasing two or three or four or five different shiny objects, if you’re at all like most entrepreneurs. And the best advice I can give you is cut all except for the one that you think is the best potential of being your big home run.

And just focus 100% of your efforts and energies, and focus on that one thing. And if you do that, you say no to opportunities, and you just focus on the one that you’re already committed to. That’s where you’re going to see the success you want this year. That’s how you’ll go from, you know, floundering or doing well but not doing what you want to do, to being hyper-successful, is when all your focus is on that one thing.

And this going back to keep, every few years I have to re-remind myself of this, because I get caught up in just like all the rest of us. Tony Robbins says, over and over and over again, where focus goes, energy flows, and it’s true. So, pick your one opportunity, pick the one that’s going to be your winner, focus on that, and cut out all the rest. And I promise you guys, you’ll wake up tomorrow feeling so much better.

So that’s it. I’m at the office today. I’m about to go chase after my primary opportunity. I’m excited. I hope you guys are excited as well. It’s going to be a great year coming up. If you enjoy this podcast, please share on Facebook, Twitter, wherever you’ve got avenues. So share it with other entrepreneurs because I enjoy doing it. I think it can help all you guys all a lot as well. Thanks again, and I will talk to you guys soon.

How to make the shift from a “promoting” company to a “publishing” company!

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Hey everyone, this is Russell Brunson, on a cold, foggy morning, here in Boise, Idaho, and welcome to the Marketing In Your Car podcast. Hey everyone, so I have not done a podcast in a while because I’ve been listening to a new course on my drives that Perry Belcher put out called The Secret Selling System. And it’s amazing, so if you’re looking for a course to go through on how to sell better, I would say by far it’s probably the best.

One of them, like, the top two or three courses I’ve gone through in the history of my life. It’s really that good. So, I highly recommend it. Anyway, so I wanted to talk what’s been going on in my mind, a little bit, because we are in December now. My twins just celebrated their eighth birthday, last Wednesday. We had a huge party.

And the year is winding down. I have about one more week with my staff, also going on vacations for Christmas, and just planning and preparing for next year. And I wanted to kind of just share with you one of the big epiphanies I had for myself. And it may be an epiphany for you as well, so I thought I would share it.

So I talked a little bit of our couponing company that we bought about a year and a half ago, and it didn’t really do too much. We kind of fixed up the site and stuff, and it was sitting there. I didn’t really have the time or energy to spend on it, so I really didn’t do too much to it. And it was kind of stagnant. It was only making about $300 a month.

And that was kind of frustrating. And then, I was able to recruit Xan Spencer and Jenn Spencer. Who, if any of you guys have followed me at all you know that they are one of our huge success stories who went into the hair bone niche. Now we’re making $30,000 a month, and then they sold the site. Anyway, I recruited them to come and help us on this project.

And they came in and the very first month they came in, we went from $300 to $6000. They sent me an income report last night for December, and we are officially half way through December and they’re already at $3800 and it’s growing rapidly. And I think that in the near future, that site will be making $40, $50, $60,000 a month. And it’s exciting.

And what’s interesting is I look at the way we’re monetizing that site and it has very little to do with selling your own products. It’s all about publishing. And we’re publishing offers for people in the couponing niche. People who are looking for discounts and deals. And all we do is we find deals and we post them. And we’re posting 10, 20, 30 deals a day on Facebook.

And then each day we send one email that recaps all the 30 deals we found for the day. And that’s kind of the business model. And it’s really interesting, because that was the big change we took, was going from where we were posting once or twice a day to like 30 a day. And Xan went in, and Xan is really good researching.

He went to all the other couponing sites in our space, and looked at how many average posts per day they have. And most of them are posting 30, 40 times a day. That’s how they’re making so much money. And have huge followings, obviously. So our old strategy in business is, boom, first off, build a bigger fan base, second off, publish things more often. And that really got me to start thinking about my core dot com secrets business.

And we’re really a publishing company as well, except we have our own products, but what do I publish? What do I —I mean, outside of the page stuff we have, like, we are not publishing that much stuff, you know? I may make a post to Facebook once or twice a week. I may send out three or four emails a week, and that’s only when we’re out there publishing, like free stuff.

And I started thinking, like, if I started treating this less like an internet marketing business where I’m selling stuff, and more like a publishing company, where we’re publishing things. We’re publishing offers, we’re publishing information, content, and looking at it from that standpoint, I realized that, you know, because of things like Facebook, we don’t have to — you know, email.

If I were to send you guys 30 emails a day you would get upset. But on Facebook, if I post 30 times a day, it doesn’t really matter. Only the things that really relate to you will rise to the top, and the ones that you click on and the ones that you scroll through. And because there’s so much noise, so much stuff, like, the way to win in social media, I believe, is you’ve always got to be top of mind.

If you’re posting once a day, you are not top of mind, okay? You need to go from $300 a month to $6000 a month in one month, and all it was, was being top of mind. Having, every time they’re looking at Facebook page, we’re there. Over and over and over and over and over again, which is exactly what they want. And so, I think one of the big changes for me, this upcoming year, coming January, is I’m taking some outsourcers who were doing SEO stuff before, and I don’t really believe in SEO anymore.

And we’re just going to kind of let them go, but now shifting to like we’re a publishing company. Let’s talk about this, and so I’m going to have one of our guys who full time, all he does — because Filipinos are obviously different hours than me, is while I’m asleep, he can go and research my topic. Let’s say, like, this week I’m going to be talking about copywriting or about whatever.

And he’ll go out and find blog posts and articles and just constantly, every day, be finding me 10 or 20 or 30 new resources on that topic. And he’ll be pulling in all of this aggregate information for me. Giving it to me, so I’ll wake up in the morning and look at it all, and from that, I’m going to block about an hour to two hours a day where I’m just focused on publishing stuff.

I’m going to take these articles, I’m going to turn them into blog posts, I’m going to turn them into Facebook posts and, you know, cue them up so that throughout the day there’s 20, 30 posts going out. All there is, just giving me awesome information about that topic that we’re talking about. And I will be pushing people to the thing we’re selling. So, for example, we’re going to be having a visible webinar, there’s topic based ones, twice a month.

So one of them is going to be Inception secrets, which is my copywriting course. So for two weeks, I have these guys find everything they can find about copywriting and ads and all this stuff I can be posting for free. And all these things will be pushing people to our live copywriting course, will be happening. And then I’ll be publishing the stuff on Facebook.

So 20, 30 times a day, everyone who is following me, people we’re advertising to, that we’re targeting on Facebook, will be seeing this content we’re publishing, that again, all brings back to our core topic. And if you think about it, if 30, 20, maybe 10, I don’t know how many times a day we’ll do it, say 10 times a day.

There is a new cool exciting copywriting thing that we posted, all of them pushing back to our thing that we’re targeting copywriters. You know, within a week’s period of time we should be able to get 2 or 3 or 400 people to join us on our live class. And that’s kind of my game plan, and so, I think one of the big shifts for me is that I’m going to be shifting away from my promotional company, which is where I think us and most information people are.

And switching to a publishing company where we are actually publishing content and information, and putting it out there, consistently. And making us the lead magnets so we’re bringing people back to our offers. And that’s kind of where my mind has been at, and I’m trying to kind of organize and create that machine right now. I still have one Filipino who all he’ll be doing is just finding topic ideas and interesting things for me to write about.

And then after I make the post, then I have another Filipino who, his job then will be to promote. We’ve got John and Shirley who will put everything on Facebook, but then there are so many other avenues and ways and places to go and promote that. Each blog post, each content, everything at that, and he’ll be focusing on the mass distribution from that side.

And so, that’s what I’m kind of doing right now. I’m shifting myself away from a promotion company and turning it into a publishing company. And I think that by doing that, where we’re putting out so much value and information and ideas, that I think on the other side of it it’s going to have a lot of big, hug, positive impact on everything, including our SEO, which is kind of funny.

It will be the sneaky way we do SEO. So, that’s my game plan moving forward next year, you guys. I recommend, and I highly encourage all of you guys to become publishing companies as well, in whatever niche you’re in. We’re doing the same thing with neuropathy, we’re going to do the same thing in our weight loss. All the businesses we’re doing, we’re doing the exact same thing, and you guys should be too.

So that’s the game plan, everyone. Thanks so much and have a great Christmas. Hopefully I’ll do another podcast before then, but if not, we wish you Merry Christmas, and thanks, you guys, and talk soon.

Lessons learned from the dumb entrepreneurs on the new show “The Profit”.

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Good morning, everyone, this is Russell Brunson. It’s an early morning, and welcome to Marketing In Your Car. Hey guys and gals, so I hope you guys are doing awesome today. I’m actually, it’s 6:30 in the morning and I’m driving to go work out. And this is a testament of the power of hiring a coach. It’s freezing cold right now, and I would be sound asleep right now, if it wasn’t for the fact that I have a coach waiting for me at the gym.

It’s little things like, you know, obviously, I sell coaching so I believe in it a lot. We talked about why you need a good coach. But this is kind of just, you know, for me it’s such a big thing. I know how to work out, I know how to lift weights, I know how to do all these kinds of stuff, but just the fact there’s someone there waiting for me is what gets me out of bed and gets me to go and do the thing that I need to do.

So, if you don’t have a coach yet, in whatever area of your life you’re struggling with, go get a coach. I’ve got life coaches to help me in my personal life. I’ve got business coaches. I’ve got weightlifting coaches. Go find a coach as quick as you can. And if you need a coach in the marketing business, go to 30DayShortcut.com, we can help you out there.

Anyway, so today what I want to talk about is the other reason why I’m really tired today, is I found out about a new show, and I’ve been up all night watching episodes of it. So I think I got like four or five hours of sleep last night. So the show is called The Prophet. It’s on CSNBC. And I first, I remember seeing commercials for it and I was like, I didn’t really think too much about it.

And then Daegan Smith told me, he said, “Hey, that show is awesome, you should watch it.” And so I went to my TV and we have, like, it’s not TiVo, but it’s like the generic brand of TiVo, right? So we TiVo’ed it on our TV, and I never watched it. And then two nights ago, I was bored and my wife had already passed out. I was sitting in bed and I didn’t want to fall asleep yet, so I went to our recorded shows list and I saw that.

I saw The Prophet in there, I’m like, I might as well watch an episode. So I pushed Play, I started watching it, and I have not been the same ever since. The show is amazing. It’s all about this dude who takes struggling businesses and turns them around. It shows him going to these businesses and what he does, he basically comes in and gives them money, just to get in their business, to get things fixed up.

He has his team come in and they turn it around. He takes complete control for a week, and then he re-launches it. And if the people, if the entrepreneurs aren’t morons, and do his job, he turns them around into some amazing things. The first one I watched was, he went into this, I think 100carcash.com, or something like that.

Anyway, and he took this business that had been struggling and turned it around. And then by the time the show had aired, maybe a little afterwards, he had already, he had turned them all to a franchise and franchised it. I mean, almost 100 locations around the world. Which is amazing. So, that’s kind of the power of what he does.

And then last night I watched two other episodes, and it was crazy. So, the first thing that’s interesting is I feel bad for him, and for anyone who’s coming in to entrepreneurs’ business. Because entrepreneurs are like the most stubborn, hard-headed people in the world. Like, this lady last night, on the popcorn episode, she’s like, “My business is $2.5 million a year. I don’t need anybody, blah, blah, blah.”

You know, like, this total attitude. But her business is broke, it’s on the brink of bankruptcy. She’s borrowed money from everyone she knows, and you know, she made $2.5 million, but she didn’t make anything. Like, the business is negative. There were like almost $400,000 in cash that was gone, they couldn’t find it. There’s no record of it.

Anyway, and every single episode she’s like, he’s butting heads with these entrepreneurs who are so stubborn, because they’re so in love with their baby. And so it’s one thing that kind of made me realize as an entrepreneur, I’m probably the same way. We’re oftentimes not as humble or teachable as we should be, because we think we know everything because it’s our business.

And it was interesting, recently I was selling something to a group of people who were kind of more of my peers. And we were selling something that’s not cheap, it was $25,000 or $100,000. And I had a lot of my friends who were on the webinar where I sold it. And they, afterwards, messaged me, like, “Hey man, can you hook me up for free, can I have some of the thing?”

I was just like, man, you guys are not willing to invest in your business. You’re so hard-headed, you think you know everything, you’re not willing to invest. And it just blew my mind, and entrepreneurs, I think, a lot of times are that way. So that was the first thing I wanted to kind of just put out there, is that all of us, as entrepreneurs, we need to not be so hard-headed.

I was listening to a course from Kevin Trudeau, who is not doing too well in the news right now. But in there he talked about a concept called the Teachability Index. He talked about how people are more teachable during — like when you’re a kid and you go to school, etc, you’re super teachable. You’re soaking up everything that’s coming in.

But somewhere along the line, usually about time you graduate college, you think you know everything and your teachability index drops to almost nothing because you know, you’re just kind of set in your ways. You know everything there is. And I think entrepreneurs are the same way. When we begin, we’re like sponges and we’re soaking up everything.

But somewhere along the line we think we know everything and our teachability index goes to almost nothing, and we are stuck in our ways. I think all of us, as entrepreneurs, could really benefit a lot from stepping back. And try to become more teachable and kind of forgetting, you know, forgetting you know everything. And trying to start over and find good coaches, good mentors, good books, good courses. Whatever you can to help increase your business and becoming teachable again.

So, anyway, I had a lot of other cool stuff I wanted to talk about today, but I am at the gym and my session starts in two minutes, so I am going to jump in there. Just kind of one last thing I want to mention about The Prophet before I go. First off, go watch it, guys. Go find it, I don’t know if it’s on Hulu or whatever, but go and find it and watch it.

It’s probably one of the best entrepreneur shows I’ve ever seen. And second off, two of the three episodes I’ve seen so far, the entrepreneurs screwed him in the end. Just totally unethical and just didn’t hold up their bargain, their word. And it’s just sad to me to see how quick they’re willing to just, how low people’s integrity is.

I mean, it’s especially interesting just the fact that they were live on TV. They were live on TV and still doing this, makes me always wonder. So, make sure you have integrity in your business. People will know if you have it or don’t have it, and people — I mean, just be a good person, that’s all I can say. Have integrity, do what you say you’re going to do.

And if you screw up, then tell people you’re sorry and kind of go from there. So, that’s it for today, you guys. Hope you have an awesome day. Go work out, if you haven’t yet. It’s good for your body, it’s good for your mind. And go get a coach to help keep you accountable and help you doing what you need to do. Thanks, everyone, and I will talk to you all soon.

After our latest startup, I realized that almost everything people are teaching online about startups online are DEAD wrong.

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Hey everyone. Welcome to Marketing in Your Car. My name is Russell Brunson, and I am excited to be here with you today. Hey everyone. I am actually taking my wife’s car on a 25 minute drive to go get some stuff fixed. I have nothing else to do so you guys get to be entertained. I hope that’s alright. I am excited for this podcast. I have been thinking a lot. I have known for a little while, Stu McClaren, one of my favorite people on Earth, called me out yesterday, and said, “Dude, when are you going to do another podcast?” I just wanted to do this one. This one may be a little longer since I have a little more of a drive.

I just wanted to talk to everybody at a different level than normal. Normally I am trying to share different tips and tricks and techniques to take whatever you are doing and make it a little better and make you start thinking different ways. I wanted to talk about what has been happening with some of my businesses over the last little bit. It is interesting. There are so many people that are teaching internet marketing. There’s very few people that I really trust anymore. The biggest reason is because, and I outgrew myself in this same category, a lot of times we assume that whatever worked for us, is what is going to work for everyone.

I’ve built my internet marketing business. We have launched product after product and I know a good formula that works. I know that market really well. Over the last year or so, we have been putting out all these different products and different niches. Every time it surprises me how much new stuff I have to learn to make each of those businesses actually work. It is frustrating for me because I know all this stuff. I should be able to make it work right away.

It always takes time. It takes more time than I ever think. I’ve definitely changed the way that I think about business, and the way I teach business because of that. I understand that it’s not all cookie cutter. It’s not 100%. There’s a lot  you have to do, to figure out different markets. We are in the couponing niche. We have been doing well with it. Recently I brought on some of our friends. Initially they were students. They become really good friends. You guys probably heard of them if you have been following me for any amount of me, Xan and Jen Spencer.

We have this couponing site, and I didn’t have time to focus on it. I love the concept and the idea behind it. They just sold their hair bow site and made a ton of money selling it. They are looking for their next project. We brought them in to come work with us on this one. It has been  interesting watching what they have been doing and how they are getting into the market and understanding what it is, and really trying to figure out that path and what we can do to make it successful.

Holy crap. Sorry guys. You are getting this live. I am at an intersection, and the light is red and I am stuck in the middle. Holy cow. That was embarrassing. Let me pause this for one second.

That disaster was averted. I was at a green light, and I was turning left and I was half way in the intersection turning left and all of a sudden all the cars stopped. I looked up and we were all stopped turning left. The street we were turning left onto was completely backed up probably about a mile and a half. Then, the light turned red and I was stuck in the middle of the intersection with two cars in front of me in the middle of the intersection and a car behind me in the middle of the intersection.

I am back, and I am alive. Things are good. I was talking about how different it is. Same with our supplement. We have been doing really well with our supplement. Almost a year now. It is doing well. It is exciting. It inspires me just how we put out a little business like that, and by traffic and it works. It just keeps working and working. Because of that we decided to put a lot more energy and effort into it. We actually spent time to write a really good sales video.

We are going back now and diving back into that business, which is a whole different market. It’s interesting to me to start looking at. Obviously I could talk a lot about the differences in the market. That’s not the point. The point is that there are differences. Used to be back in the day you could find a niche, put up a product, drive some traffic and make some money. I think those days are a lot different now. You have to understand there is a culture.

There’s stuff that is happening, and these markets. It’s important to find those things. What I want to talk about today is more like the path that I am seeing a lot of commonalities among all the niches that we’re in, and a lot of what I am going to be shifting dotcomsecrets over to in the new year. I wanted to throw some of this out to get you guys thinking and you can get some ideas for your business as well. We used to always think that we lead with a product, create a good product, drive some traffic and that’s how you lead.

I don’t think that’s the smartest way to lead anymore. I look at that with our weight loss offer. That is what we did. The problem was that we didn’t know the market well enough. We created what we thought was the best offer possible. We launched it and it didn’t do well. We are going back and doing the stuff we should have done first to really understand the market. I think we will do well this time around.

We could have saved almost a year worth of time had we gone this direction the first time. If I, and any business I am in, or getting in like dotcomsecrets, like the relaunch for the entire brand and company and really starting from the beginning where the goal is how much value can you provide. I think that the smartest way to begin in any niche, this is even ecommerce. I am not just talking infoproducts, but anything, is start with value can you give people.

The simplest way to do that is blogging. Set up a blog and start sharing really cool stuff. That’s the first step. After your blog is set up I think you should start up a fan page. I have been fighting social media forever, but one of the other episodes you saw, you see I am starting to see the value of it. You can set up ads for five or ten dollars a day. It will add people to your page. Just set that up and let it run and get people adding to your fan page and watch this community grow from two people to 10 to 50 to 100 to 500 to1,000.

Consistently be doing that. When you are blogging, after you blog, the biggest thing you have to do is how do I promote this blog post now? There’s a lot of things you can do to promote it, but the best I think is Facebook. As soon as you make a post, you go to your fan page and boost that post and push it out there. You spend maybe five or ten dollars doing that.

The next day you make another blog post. You go to Facebook and post it and boost it. Just following that pattern. At first it will be super slow and aggravating and you probably won’t get a lot of traction from it. You will have the ads on there, and people are being added and just consistent. Months from now, three months from now, six months from now you are going to have five, six, ten, fifteen thousand people and it will start growing very quickly from there.

It is all about putting this value out first. Then, you start seeing what people are responding to. A little while ago I was watching a video that Jeff Walker put out there. I don’t typically watch Jeff’s stuff. I like him as a person, but I not particularly interested in product launches. The last thing I want to do is a product launch. I don’t look at that anymore. I was watching one of his videos, and one thing he said that really struck out to me, he was talking about how he said that the biggest thing for him is when he first got the publishing thing. He said, “I recommend all you guys just go publish something.” Put stuff out there. It wasn’t until I put stuff out there that I saw what people responded to.

What things do people like? What things do they share? What things do they talk about? What things do they not care about? What things cause no emotional response what so ever? For example, we know that on our couponing site the last two weeks, we have been posting the model in that market is different. It is how many offers can you get in front of people. We are posting tons over and over, 20, 30 offers a day.

Supposed to put those out there. Some of those get nothing. Other ones get some shares, some get tons of shares. This week had something interesting where Jessica posted on her blog this picture of these homemade dryer sheets that she makes. Unfortunately we didn’t put it on our Facebook page. We put it on our blog. Somebody came to our blog and saw it. The took the picture, they posted on their Facebook page and luckily they linked back to her site saying, “Check out this picture I found on livingonacoupon.com.” They posted it out there. Within four days that image had been shared 350,000 times.

Not liked, shared. 350,000 times. We found out about it from one of her friends. She said, “Look at this sharing your picture.” She saw it, and we missed it. We went back and over that two day period of time, the 350,000 shares, we had 50,000 people that came to our blog per day. Our revenue was over $400 each day, which is awesome.

We found out that was what something responded to. They wanted homemade stuff, like how to make homemade dryer sheets. I never would have launched a course on how to make homemade dryer sheets. Now we know that people are interested in that market and that type of a thing. Instantly now we know.

That is the thing Jeff was talking about. You need to start publishing something. Until you do, you have no idea what people are going to respond to. If you want to start leading with your sales message first then you spend so much time and energy before you know what people actually want, what they are listening to. I would start with that. Making cool blog posts, put it on Facebook page, boost them. Rinse and repeat over and over again. Have something in place where your fan base is growing, growing through paid ads. You are talking five bucks a day, ten bucks a day maybe to implement that strategy. That’s the first step. You are putting this stuff out there. Again, there are a lot of other things you can do to promote your blog posts.

For simplicity sake that is where I would start at.

The second thing I would do, and it makes me laugh. This is my belief now. Six years ago podcasts were brought to my attention, maybe even seven or eight years ago, and I thought they were the dorkiest, nerdiest things in the world and they would never catch on, kind of like RSS feeds, and I was right.

Podcasts I was wrong. They are the thing right now. I keep hearing it. It’s funny because I used to be a faster adapter of things. Now I am more stubborn. I am an old man now. I am a little more stubborn in adapting things. I didn’t want to adapt this for a long time. Recently, one of my friends had a podcast that he wanted me to listen to. I downloaded the podcast app, and I downloaded the podcast and started listening to it, and I got hooked. I suddenly realized that podcasts are the radio of the future.

You can subscribe to the people’s stuff that you want, and you have a chance to listen to it. One of my friends, Stu, I mentioned him earlier. He was telling me one of his clients who works for him said that each podcast listener is worth more to them than an email subscriber, which is crazy to me, but instead of fighting that, let’s go with it, right? Who knows how long email is going to keep working efficiently.

Let’s have distribution channels…as many as we can. I started thinking more about that. This is a distribution channel, these podcasts. I remember about two years ago I had a guy that wanted to interview me for a radio show. We went down to the radio station, and it was the coolest thing in the world. I felt like Frasier Crane. I had a big microphone. He had a producer. I asked the producer if I could call her Roz. She said no.

I felt like Frasier Crane. After I did that, I wanted my own radio show. That was my entire goal for the next 6 months was my own radio show. If I do a radio show locally and it goes good then we could try to pitch it and get syndicated nationally. I had this whole strategy. You got a big, famous radio show. You can sell ads, you can make money, you can push your products, books and make a fortune. For years I kept thinking about that and wanting to do it. After I got the podcast thing, I was like, “This is the radio of the future.” Radio will be dead soon if it’s not already. I don’t listen to radio. I hook up my podcasts that I want, and I am driving and I listen to them. I think again, that’s the direction that we are all going. I have been studying a lot. I am going to keep doing the Marketing in Your Car Podcast because I love it, and it’s fun. It is low maintenance for me to fulfill on. I am going to keep doing that. I am also going to launch another podcast underneath the dotcomsecrets brand.

It is more of an actual radio show where I have people that I interview and I am sharing things. I have to do my first interview for my first one this coming Tuesday. Mark Joiner is my first mentor and Mark is going to come on and be my first guest so I am kind of excited for that. Because I have been setting podcasts to what people are doing and it’s really intriguing. I was listening to the guy who runs the entrepreneur on fire podcast.

He basically interviews an entrepreneur every single day, seven days a week. He was sharing some of his stats, and what I didn’t get it until he went to this. He said, “I ran the show for free for a long time and got a big following.” Now he gets 10 or 20 or 30 thousand downloads each episode. You basically get paid on CPM so every download, every 1,000 downloads, you make whatever. Ten bucks or thirty bucks. Showing the math, each of my episodes, I have three sponsors. This guy, this guy and this guy. He is paying this. He is paying this.

That means, every single day that I do my podcast, because I know I’ll get 20,000 downloads because people are subscribed to it and they are waiting for it, because of that, every single day just to do my podcast, I make $1,200 in advertising revenue, $1,200 just by the fact that he is podcasting. I was doing the math, and $1,200 a day times 30 days, I can’t do right now in my head, but $1,000 a day times 30 days is 30 grand a month, 30 grand a month, and all he is doing is interviewing awesome people.

He launched this less than a year ago. Okay? Start thinking the blog obviously is a great platform. The blog is a great platform to get people who are on Facebook and reading and those types of things, but there is also this huge, untapped market of podcasting. You get these people to download and you are sharing content and ideas. You are building a following and you have your own radio show. People actually pay to sponsor the radio show when you get a following.

You start just like we talked about before. You start out by giving content, putting stuff out there and seeing what things people attach to. What concepts, what ideas you share, what things get other people interested. Only way to know that is to publish stuff. Put it out there like Jeff Walker was saying, seeing what gets people to respond.

That’s the first step, and trying to build your audience like that. I think any market I get in the future, that will be my first two steps before we ever create an offer and see if we can get enough of an audience based on that, then we can go and start getting sponsors for our podcasts and promote products as an affiliate on our blog and get sponsors for our blog.

You know over the last three, six, nine months, what people have been responding to, what things they are interested in, what things get shared, what things get passed around. You find out what doesn’t. As soon as you know that, now you can go back and create the right offer. The offer than people actually want. The thing they want to give you money for. I think that’s the right way to make a business. That’s the right way to start a business. Again, because every market is different, you won’t know what that is until you are in there.

You see the responses. The flip is people will love you because you are giving your best stuff every single day and when you come back and decide to monetize it, there’s different relationship level there. They are going to trust you over someone else because they have been listening to, they have been reading you or seeing you on Facebook. You have established yourself as someone who is credible and cares and someone who is trying to provide value in the world.

That is what I have for you guys today. I hope that gives you some things to think about. Those are things that I have been thinking about a lot. We are relaunching dotcomsecrets. The podcast, we are also launching, a new blog. A new blog you guys will be shocked. My goal is every blog post is for every post to be more valuable than a $97 product. We are going to change some stuff. It will be good.

That is our game plan. I am at the car dealership. I am getting my wife’s car fixed. I have to jump off. I hope you enjoy this podcast. If you like it, please come and comment, but also please share it. If you like it, go on your Facebook account and check out Russell’s latest podcast. It was awesome. I would appreciate getting it in the hands of more people. That’s about all I ask for. Appreciate you guys. Thanks everyone who is listening and paying attention. Good luck with your business and we will talk to you guys all soon.

An idea that sparked when I heard Tim Ferris speak in New York has dramatically changed the structure of our business.

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Hello everybody who is listening to our podcast today. This is Russell Brunson, and I want to welcome you to the marketing in your car podcast.

I am having the most fun week I think I have had in a long time with business. Awesome stuff is happening. We just signed a deal Kevin Harrington and Click Bank and Traffic and Conversion summit that was amazing. A bunch of cool stuff is happening. Our living on a coupon site, we relaunched it using a bunch of social media, and we have gone from…it has gone from…it was making about $10 a day to now, $200 a day in two weeks period of time.

It is scaling rapidly, which is fun. Tons of fun stuff is happening. I want to talk about one little thing that I have been doing that we are doing right now that I think is, it is probably one of the smallest, yet the biggest breakthroughs I have had in a long time. Some of you probably remember I signed up for Joe Polish’s, 25k group. I didn’t join the group. I just went to the $10,000 thing out in New York. My wife and I went out there.

I had a couple of podcasts when I was out there. When I was out there, one of the speakers was Tim Ferris. One thing that Time Ferris said that has been resonating in my brain for the last couple months since then was someone asked him, “Should I be on Twitter or Facebook or YouTube? Where should I be at?” He said, you need to pick one. Pick one that is going to be your home. That is going to be your desired way to share stuff with your audience. Forget about the rest. People try to do things on 30 platforms, but they are never successful. Pick one that is going to be your thing that you know you can go to and focus on and go to over and over again.

If you do that then you are going to be successful. Again, that’s just a little thing that makes a lot of sense, but I have been thinking about it. I have been looking at my own business, and my business is all over the place. Some of you guys probably know. I hate going into Facebook, yet I have eight Facebook groups. I have a Facebook group for our local group, for dotcomsecretsx, for Russell Brunson fans, things like that.

I think we have five or six different continuity programs that are all separate. We have multiple blogs. All of this stuff out there. It’s confusing for me because of that, I never, I get overwhelmed logging into Facebook because I had 12 groups I needed to look in and check and communicate with.

Because of that I don’t log in and talk to anybody. I have a blog except I never blog because I know that I should blog. Twitter and tweet, and I never do anything. Because of that, because there are so many thing to do, I just don’t do any of them. I started thinking, I need to centralize everything and make everything simpler and easier for me and for our customers. That way they have a very clear path. Because of that we have been shifting a lot of things.

We decided what social media platform we are going to focus on. We are taking all of our eight or 10 or how many groups we have, we are deleting them all and create one group. It is going to be like the dotcomsecrets group. We are going to push everybody to that. As far as all of our products, we are merging multiple continuity programs into one.

If you join one, you get access to all of them that way people aren’t like, “Should I join this one or this one?” I don’t want to make my customer confused and feel like they have to sign up for multiple things. I want everything into one, singular focus. We have been doing that. From that idea we decided instead of right now we have tons of products all over the place. What if we created one customer center?

Somebody bought something and logged into any of our sites, and it takes you to this one, centralized customer center that has all of our products that they purchased. They can see, click on it and boom, get the information. Again, we had this idea and it seems so simple now. I am like, why didn’t we think of this years ago. It is brilliant.

People come in and see all the products they have access to and also the ones they don’t have access to. Click on them and buy them right there inside of our customer center. We already have the credit card on file, yes I want this product, and boom we ding their card and it unlocks it for them.

These are some of things we are doing all from that one little idea of communicating it to one platform. How can we shift all these things and move them into one platform? It’s been a fun process. Anyway, you guys will start seeing this come out soon.

We are probably two or three away from having the customer center done. We also have merged the customer affiliate center together. Those two accounts are basically one account. You log in, and you have your customer stuff and you have your affiliate stuff all tied there together.

It’s pretty fun and pretty exciting. I am excited for it. For you guys, think about for your business. Same kind of thing. What platform are you going to publish on? Just pick one. Is it going to be your blog? Facebook? I think blog and Facebook you can tie those two together because I look at Facebook more as like a way to amplify a blog, but what ‘s your home base? Some people, Facebook is their home base. Some people it is YouTube. They post videos all day. They use Facebook to promote it.

Where is your home place that you are publishing stuff all the time so people can find it, see it. They know if they are on here for Russell it is all right here. Same thing for you. Where are you going to publish at? If you looked by our products where can they find them at? Are they consolidated in one spot where they can find them easily? Can they upgrade and buy other things very quickly? That’s what we are doing. I am excited. It is going to be fun to see this whole thing roll out.

Before the end of the year you guys will see a new blog, new customer center, new affiliate center, a whole new strategy, a consolidation of our continuity programs into one continuity program, which we are lowering the price on.

I think it is crazy, but I think it is going to be really good too. I am excited. Hope you guys are excited about your business as well. If you are not excited then listen to these podcasts again and get refired up and reenergized. One of the times I was not excited was when I was not learning and growing. Get back into learning mode, the education mode. Learn some stuff. Get excited. Go apply it, and have fun with your businesses you guys.

I am at the office now. I am going to get some work done, get this stuff all consolidated so soon I will have a cool blog that you can actually read all the stuff I have to share with you guys. Thanks you guys, and I will talk to you soon.