Don’t ever stop doing this or else you will die…
On this episode Russell talks about reminiscing with Stu McLaren about people who used to be giants in the business but became irrelevant.
Here are some interesting things to listen for in today’s episode:
So listen below to find out what you need to do to stay relevant in any market.
---Transcript---
Hey everyone, this is Russell Brunson and welcome to Marketing In Your Car. Hey everyone, so this’ll be a shorter one because I’m starting this halfway to the office, but I just had a thought, an inkling, an idea, something that I’ve wanted to share with you. I keep thinking about it and I keep forgetting, but it just popped in my head, so I’m dropping it real quick now. Because I think it’s really, really important.
So I was in Kenya with Stu McLaren and we’re sitting there talking about our pasts. We’ve been doing this for a long time, for me it’s been 12 or 13 years now, I don’t know. It’s weird because I feel like I’m still just getting started. It’s crazy, last night I had a bunch of my buddies over wrestling and we’re talking about our wrestling era, which was ….we got done 12 or 13 years ago. Which is insane, that means there’s been 4 or 5 cycles of people that came through. Like Jordan Burroughs for example, one of the greatest wrestlers in the world was in high school when we were in college. Anyway, it was just funny how old we actually are getting, which is crazy to me.
But Stu and I have both been doing this for 12+ years, and we were talking about a lot of our friends in the past who were the giants and the icons at the time. And they were the ones that we were studying from and learning from and all sorts of stuff. And we were talking about how all of them, for the most part, have disappeared. There’s a couple that are still around in some fashion, but not like they should be. They had a leg up on all of us. But it’s interesting, and I was like I wonder why that happens. Because I don’t want that to happen to me, I want to be relevant in another 10 years from now. I’m doing my best to try to keep things exciting and different.
And one thing Stu said that I thought was really interesting and I think he’s right. He said, “If you look at the commonality between the people who are still relevant today and those who aren’t, the one commonality if you look at all of them is their ability, not their ability, but their willingness to learn from other people.” Stu’s like, “Russell, I’ve seen your library.” I just posted a picture on Facebook of a third of my library, and people were going crazy because it’s insane. I’m studying courses and books and I’m constantly learning from other people, because there’s so many brilliant people out there, and I want to learn all the nuggets that everyone’s got, because everyone’s got different views and perspectives. So I’m studying all these people all the time. Even though the fact that we’re doing pretty dang well. But I’m obsessed, I keep studying and learning and that’s what’s keeping us relevant and hot and on top of things, we’re always focusing on that.
And he said, “Those other guys, if you look at a lot of them, they’re I don’t know if prideful is the best word, but they’re people who obviously figured things out early and knew a lot, but none of those guys who are around anymore are studying.” They’re never going to even or reading books or buying courses. They feel like they’re above that, and because of that they become irrelevant in the market. And I’m sure that’s true in most businesses. I look at actors and actresses and singers and songwriters. People that were the best in the world and then a year later, you don’t hear from them ever again. And it’s a big piece of that.
I think sometimes we get so good at what we do that we get cocky or we stop trying to learn and grow, and as soon as you do that, it’s so fast, it’s so easy to become irrelevant in any market, it’s crazy. So what I would say is this, if you are struggling or if you’re doing well, it doesn’t matter. You should be studying a lot from a lot of people, because you’re not above it and if you think you’re above it, that’s when you’re going to lose. That’s when guys like me who are obsessed with this business, and obsessed with marketing, and obsessed with becoming better every single day, we’re going to eat your lunch.
So there you go. Go study something, go buy some courses, go download something on your ipod and just geek out and study because that’s what’s going to keep you sharp. I’m at the office, about to start funnel Fridays. Talking about share funnels, so I gotta go, but I will talk to you guys soon. Have an amazing day, and go study and learn something today. Alright bye.
Ps….My guess is that I’m preaching to the choir because you guys are listening to this podcast, so you’re probably geeking out right now. So I’m probably preaching to the choir. But don’t forget that when you hit the top, it makes it hard sometimes to keep digging in. So keep on keeping on. Alright talk to you guys soon.
The key to getting people to have the same epiphany that you had.
On today’s episode Russell talks about state control. Why being able to be a good storyteller to get people in the same state you were in to give you an epiphany, so that they too can have one is necessary to sell them.
Here are some cool things you’ll hear in this episode:
So listen below to find out how to get your customers to have the same epiphany you once had and why its so important.
---Transcript---
Hey everyone, good morning. This is Russell Brunson and welcome to, you know where we are, we are here today with Marketing In Your Car. Alright everyone, I hope you guys are doing good. I am on day number two of my routine. Not going to lie, I am feeling it. For some reason I couldn’t fall asleep last night, probably because we turned on bachelor in Paradise and that was dumb. As soon as that started, it was like, there’s 2 hours of my life that I’m not going to get back. It’s actually less than that because I can fast forward through the commercials, but it was still way too much time. So probably about 11 I passed out on the couch, wake up and I’m like, “Oh crap, I’m already an hour past bedtime, I gotta wake up at 5.” So I jumped into bed and then for some reason I couldn’t sleep until 12:30 and then I finally fell asleep until Norah woke up at like 2. Tough night.
5 the alarm clock goes off, I jumped in the float tank and floated, which was really nice. Then I had my call with Tara, my energy session, which was amazing and cool and weird and I don’t know. But it’s good, so I really enjoyed it. And now here we are, we’re driving to the office. So I wanted to tell you guys today, I don’t know about you guys, but I love just the art and science of what we do. This whole marketing game. So for me, it’s like here’s the scientific funnel structures that we know work, and within that framework then we have the art. How do we get it to break people’s patterns and cause emotion and get people to connect and bring them back to where they’re at?
It’s interesting, one of the coolest things that I figured out as I have been writing the new Expert Secrets book, it’s just cool. If nothing else, writing a book is cool because it causes you to deep dive, immersion, all the stuff we’ve been talking about the last couple of weeks. All these cool things come out. And one of the things we were talking about in the book is the whole epiphany bridge concept. I showed you guys a bunch of times, and if you missed that go back to Marketinginyourcar.com and search for one of the episodes on epiphany bridges. But it’s coming back to rewinding and trying, not to sell people, but to get people to buy into what it is you’re selling.
So that’s the difference between selling and getting people to buy into what you’re selling. It’s like, trying to get them into buying into something. So I have to cause an emotion for them to be able to buy into that. So for me, a lot of times it’s going back and telling the back story. So you figure out, you start this back story, and the back story is important because where you’re at today, is where your audience wants to be, that’s why they’re listening to you. So your back story brings it back to the spot where you’re starting in the same spot they’re at. So that’s the key, it’s coming off of your pinnacle or whatever you want to call it, the mountain on high, where people are looking at your success and coming back down the mountain and standing where they’re at and saying, “Hey, let me tell you about where I was in the same spot, because you want to get to the top of the mountain, that’s where am right now. Let me share with you how I got there.” So you step down off the mountain and you share this back story. You bring them through this process and then you’re telling them about the epiphany you had. Whatever that process or the thing you learned or read or discovered or whatever. Somewhere you had this epiphany that caused you to move and that was kind of the process.
There’s a whole bunch in the other podcast about how the epiphany is getting people emotionally connected and things like that. But one of the interesting things, so we talked about in the book, a lot of people tell stories and just kind of tell the story. But if you want to become good at telling stories you have to move away from just the telling of the story. The facts and the details, like “Hey, I woke up this morning and I was really tired so I blah blah blah.” And just tell the story, a lot of people tell stories like that. And getting into the feeling side of it, if you read good books you’ll notice when you read the book the author doesn’t just say, “Hey I walked into the room and then I went to the bathroom and then I left.” The author walks in the room and he describes the room. “I walked in the room and on the side I could see the paintings that were kind of dusty and they were off center so you could tell they hadn’t been upkept, and the lights in here, one of them was kind of flickering and it gave this dim shimmer on the room. And there was kind of this music you could hear quietly in the background, almost like elevator music but even more quiet. I could smell this musty cigar smell that reminded me of my grandpa and reminded me about back in the day when he used to bounce me on his knees.” So I’m describing the scene to you, number one.
Number two starts bringing you into the emotional things, like how you feel. “As I walked through that door, my hands started to sweat. And as I did that my mouth started getting dry and I had this weird feeling where I couldn’t swallow. I tried to swallow but it got stuck on the swallow. And then that thing that was stuck in my throat and started to swell and I felt like I was going to choke on it, because I couldn’t quite get it through. So I had to cough to get that pressure off my thing and all I could think about was how thirsty I was and I needed some water quick. So I looked over to the bartender and I saw…blah, blah, blah.” So that’s the story and it starts bringing you into the actual feelings. So he starts describing how you feel and the emotions and the senses and you start kind of describing those things.
In the book, and in the event we did last week or two weeks ago, whenever that was, we talked a lot about me telling stories. How to tell them, how to get deep into the emotional side and painting a picture. And I was thinking about it and how to write this section of the book, I was like, “Why is that so important?” and all the sudden it hit me like a ton of bricks. If your job is to tell this epiphany story, this epiphany bridge and you’re trying to give somebody the same epiphany that you had, obviously you tell the story and you hope that the moral of the story is the same thing they get, they the same “Wow. I should have a funnel. Wow, I should definitely change my career. Wow, I should do this way to lose weight.” Or whatever that epiphany to have is. For them to get the same epiphany you had, you have to try to get them in the same state that you were in when you had that epiphany. That’s the key, that’s the big aha I had this week. It’s all about state control.
I should do a whole course on this, it’s so cool when you start understanding it. I learned it originally from Tony Robbins. How to get in a state instantly. If you search Tony Robbins, search the Triad, it’s a concept he talks about where it’s basically there’s 3 things you need to do to get in state any time. Your physiology, what your body is doing. Then there’s pop quiz if I remember them. Physiology, focus and meaning. So what you’re focusing on and the meaning you’re attaching to things. And you can instantly get into any state as soon as you understand the pieces that go into state control. You can instantly go into a state. I want to be in a happy state. Boom, you can do it by changing your physiology, change what you think about, change your focus. Boom, boom, boom, really quickly you can get into a happy state, or a depressed state. State control is the key when you understand it. So when you understand it for yourself and how you can, not manipulate, but how you can control it and use it at certain times, the same things happening when you’re telling your stories. You were in a certain state when you had that epiphany, so because of that, the change happened. Have you had a friend that tells you a story and they’re like, “The most amazing thing happened ever! It changed my whole life.” They tell you the thing. “This was the thing.” And you’re like, “That’s it? Dude, that’s not a big deal.” And they’re like, “No, you don’t understand. When I heard it, it changed everything.” And you’re like, “It’s not …” and the reason it’s not a big deal to you is you’re in a different state when you heard it. So the state you’re in, it’s not that impressionable. You’re like, “Oh, yeah. Whatever.” The power behind the epiphany that they had when they share it with you, because you are in a different state, you miss it. There’s no emotion to it.
So for one of our stories when we go back and tell our stories, when we’re telling this epiphany bridge, the goal of the story is to get them into the same state that you were in. Because if they’re in the same state you’re in, you control that state and get them to that same state, then they’re more likely to have the epiphany you are trying to get them to make. Does that make sense? I haven’t verbally talked about this, I’m kind of thinking through it live on this podcast to help you think through it. But that’s the key, that’s why it’s good to start understanding the principles of good storytelling. And understanding how to describe the scene that you were in and describe the feelings that you felt, the emotions. Because you describe those things, even though that person is not there, you start telling this story. Like I told you guys the story of the room I walked into. That was all make believe on top of my head, but I’m guessing you guys had a vision and you felt like you were in that spot. And I talked about how I felt when I walked in, my nervous system and the lump in my throat and how thirsty I was. For a minute you guys were taken to that spot. You have to be as I describe it.
So for you as you’re trying to tell your stories and give people an epiphany, think about that. It’s not just you have to tell them the story to give them the same epiphany. You have to get them in the same state you were in, and you do that through how you tell the story. Through breaking down the environment and the emotions and all these kinds of things, because when you have those two things in the storytelling process, if you do it correctly you’ll get that person closer and closer and closer to the state that you were in when you had the epiphany. When you share that piece of the story they’re much more likely to have the same epiphany you had. So that’s it you guys.
It’s all about state control, so exciting. So I would recommend, here’s your homework assignment. Google Tony Robbins, State Triad, I don’t even know, search Google, Youtube. Find some videos of tony teaching about that, because you need to understand how to do state control for yourself. How to control the state you’re going into, which is powerful. But then second off, you start understanding, as I’m telling my stories these are the things that I’ve got to control in the story. I gotta control the physiology, so how do I do that? I explain my physiology. I want to control their focus, I gotta control the meaning, I gotta control all these different things. How do I do that? By sharing what I was thinking. By sharing my meanings I was attaching. By sharing all those kind of things. So state control. I’m excited. I want to write a whole book on that now. Just kidding. No time for that. No more books. I swore I’d never write a book again after this one, but it would be a cool topic. Maybe we’ll do a training, a deeper one on it.
But state control is pretty exciting. So there you go, you guys. Hope that kind of helps as you are doing your stories, writing your webinars, crafting your pitches, connecting with people. Think a little bit more about state control. Alright that’s what I got. See you later, have an amazing day.
Oh wait, you guys want one more last value bomb. We learned something cool today, yesterday actually. So Clickbank makes us, when we have a button, you have to have a text version of the button underneath it, so let’s say the button says, “Click here, order now.” Underneath that you gotta have a blue underline link “Click here to order now.” Looks ugly and that was annoying. But Clickbank on their rules said you have to have that, so we had to do it on this thing. So for the Free Water Straw funnel we launched last Thursday, John threw on this heat mapping software, which he always does on the pages, it’s kind of interesting. So he threw it on there to see what’s happening. And what’s interesting is if you look at the page where people are clicking, we’ve got the video, the call to action button, copy, call to action, copy, call to action, anyway the last button, the thing that had the majority of the clicks on the page was on page 3 or page 4 in this funnel and it was the blue underline link underneath the button. Crazy, crazy. So guess what I’m doing right now. I’m going back to every button on every one of my pages and making a blue underline link underneath it. Because It’ll increase your click through rate. All my emails going out will no longer ever have just a button. They will have a button with the blue underline text underneath it, so there you go, guys. There’s a little value bomb for you today. Alright, that’s what I got. Peace you guys, have an amazing day. Talk to you soon.
The daily template I built out this week to help maximize world domination.
On today’s episode Russell talks about making a template of a calendar that he’s going to stick to this week. You will get to hear what his week will be like as he goes through his hour by hour plans.
Here are some cool things you will hear in this episode:
So listen below to hear how Russell is going to spend his week and why it would be beneficial for everyone to have a strict schedule.
---Transcript---
Hey everyone, good morning, this is Russell and today’s the first day of school so today is a back to school special of Marketing in Your Car. Hey everyone, I hope life and everything is amazing. I appreciate you guys so much and so glad that you are listening and hanging out with us. I am excited today. Our kids started back to school, which means we get back to a normal schedule. No more staying up til midnight watching movies, no more sleeping in, no more anything. So today I was up early at 5 and I have been pounding through things. It’s now 8:44 and I’ve lived an entire day. Now I’m heading to the office, which is exciting, it’s been really fun.
But what I did, and this is what I want to talk to you about because this is important. Yesterday I was like, I’m going to create a schedule and actually stick to it. And a lot of times we have our daily to-do’s that we go through and we have our Google Calendar where everything is calendared out. But I wanted a framework that I could live my week around. So I was like, I don’t know how to do that. I can’t really do that in Google Calendar, I can’t really do it on….I don’t know. So I was like, I’m going to just make a framework in Excel. Now, I hate Excel, so this is good for any of you guys who are wondering, you don’t have to have any Excel skills to do what I did because I did it without being good at Excel. But I opened up Excel and left hand side, I started breaking down time. And the morning, my morning routine is a lot tighter, minute by minute of what I need to get done. The afternoon is bigger time and then night is bigger as well. So I broke it down.
For when I wake up, I got 15 minute segments, so 5:00, 5:15, 5:30, 5:45. 6:00, 6:15 like that all the way until the morning. So I did that on the left hand side. And on the right hand side I went Monday through Friday, because Saturday and Sunday are just different days. But Monday through Friday I want to follow a strict, stringent schedule. So I kind of build out the calendar, and again this is not something that shifts day to day, week to week. This is the template, then everything else kind of plugs inside of it. So I did that and then had the template, and then start breaking it down. It took a while, it took me probably an hour and a half, two hours. Kind of kept shifting things around, moving around, trying to find the perfect schedule for the perfect day. You can tell this life radio right, because I’m coughing in the middle. I apologize.
So trying to do that, and if you guys listen to my podcast a little while ago about the Perfect Day formula from Greg Valentine stuff, and I kind of started building my perfect day, but it was hard to stick to it because I just kind of had it, but I didn’t have a template of where things are plugged in. So anyway, after about an hour and a half yesterday, I had this template and everything fits. So my goal is this week, is to live the template perfectly and not deviate from it at all. I’ll kind of give you guys an idea of what my template looks like. And everybody’s is going to be different obviously, but this is what mine is.
So Monday I start it at 5. From 5 til 6 I have funnel time. So I get up and work on my funnels, my projects, my books and things like that. I found that by leading the day with something that really gets me excited, where there’s pure pleasure and no pain associated with it, it’s easier to get up. When I have to wake up at 5 to go lift, there’s pleasure associated with it, but there’s also a lot of pain, so it was harder. So I’m starting my day with what I would want to do the most. So I wake up, boom from 5 til 6 on Monday is funnel time, and then from 6 til 7 we have weight lifting time, so that’s when I head out to my gym and then invite anyone else who wants to come. Today was kind of fun, Brent and John both came, and Dave came and Steven came, and Dave’s son came. It was a big party today. So that’s kind of what happened from 6 til 7. And I’m trying to do this thing, I used to do it, where Monday I would do back and biceps, Wednesday chest and triceps and Friday would be legs, and the problem with that, I was talking to Alex Hormozi, one of our Inner Circle members and a stud. He talked about, he’s like, “If you want to be good at anything in life, it’s all about volume. You want to be good at marketing, volume. Just study like crazy and do a bunch of stuff. You want to get good at lifting, it’s all volume. Right now you are lifting out each of your body parts once a week, you should do it three times a week.” I was like, alright. So today we lifted everything. We did a circuit, a heavy circuit. We did legs, back, biceps, chest, triceps. Kind of pounded all of them, which was really, really fun. I actually got done in less than an hour, which is cool. Super intense, just lifted hard and heavy and as soon as that was done, at 7 til 7:30, we’ve got a cryo session. So we jumped on over to the cryosauna, everyone wanted a freeze, froze, which is kind of cool.
Then from 7:30 til 8:30, is my family time. That’s about the time my kids are waking up. So I jump out and have breakfast with them, and then we got them ready, got school pictures and then they headed out the door. From 8:30 til 9 is Marketing in Your Car/driving to the office, which is what’s happening right now. We’re in the middle of this day, you guys are part of it. When I get to the office I’ve got about 15 minutes to kind of plan out what’s happening, and then I have what’s called NZT time. So NZT time, if you guys have been watching Limitless, the movie or TV series, both are amazing. If you do, watch the movie first and then go watch the TV series. But in there, there’s this magic new tropic called NZT, where you take it and all the sudden you are in the zone. Unfortunately, there’s not a real thing called NZT that actually works like it, but there’s a thing called Keto OS, similar. It’s got caffeine in it, it’s amazing. And normally I was taking that first thing in the morning, the problem is that by the time I get to the office it had all worn off, so what’s happening now is I’m bringing in my NZT, which is my Keto OS along with a bunch of supplements and stuff. So as soon as I get there, I’m going to plan my day and it becomes NZT time. Basically I’m going to drink the stuff, I get my caffeine boost, focus and it’s my NZT time.
So if you watch the TV show, Limitless, basically what happens is he comes in every morning, he takes NZT and he’s got a 12 hour window where the NZT works and he’s like a genius for 12 hours. So I’m going to do the same thing, except for instead of 12 hours it’s closer to 6 hours. Take my thing and then it’ll ….obviously it’s not the same as NZT but it’s like…..there’s something really cool with rituals and with doing things to get yourself into a state. So I’m trying to create a state called my NZT state, which is like everything is focused. Boom, I take this drink and now I’m in focus mode. I’m out of reactive zone. I can’t answer emails, can’t check emails, can’t do anything. Just gotta move forward on the projects. So it’s, obviously there’s a little caffeine boost, which always feels good. And I like drinking Keto OS because it tastes good and you get ketones in your body, a whole bunch of benefits. But it’s more so the initiation of the state. If you’ve been to a Tony Robbins event, you learn how to get yourself in a state instantly. You learn how to create triggers and things to get you back into that state. So this is going to be my trigger. That as well as the song, Seven Nation Army by the White Stripes, always gets me in a state. So I will drink that while I listen to that music and it will automatically get me in a NZT state, which is where I’m going to be most productive and I will work like crazy through my NZT state, which will be about 6 hours. It will be probably somewhere between 10 and 4. That’s 6 hours right. Yeah, 10 to 4 will be my NZT state, which is all proactive, moving forward time, which will be amazing.
About 4 I kind of go out of that. That’s when I check emails, Voxers, catch up on everything. Then at 5 I shift to family time. From 5 til 9 is family time, so me and the kids are partying, playing, my wife as well. Reading scriptures, having dinner, playing. And then at 9 the kids go to bed. From 9 til 10 I’ve got scripture study time, which is going to be me in bed with some Biohacking device, so I’ve got all sorts of weird, crazy crap that Anthony’s got me hooked to. Different lights and lasers and things so I’ll be sitting in bed from 9 til 10 hooked up to lights and lasers as I read my scriptures, get my spiritual time in, re-focus, re-center. Then at 10 at night, try to go to bed, which is hard for me, but it’s the only way to get up at 5. So that is Monday.
Tuesday will be similar; the only difference is I’m not lifting on Tuesday. On Tuesday morning I wake up, I’m actually going to start with a float in the float tank for an hour. My float tank time is my gratitude time. So I sit in the float tank and I think about everything I’m grateful for, and not at a high level, but person by person by person. So my wife, my kids, each one of my kids. I think about each of them and be grateful for them, and then I go through my parents, my siblings, my staff, my team and I go person by person and think about what I’m grateful about each of these people for, until I fall asleep, which is usually what happens. Because I don’t really know how to meditate and it seems weird to me and I don’t really like the idea of meditating, but I do love being in the float tank. So when I’m in the float tank, that’s what I do. I go person by person and think about them and what I’m grateful for. And when you wake up after that, you just feel good. So I got float tank in the morning from 5 til 6:15.
At 6:15 I got my energy session with Tara Williams, so I’ll be doing that for an hour, til 7:15. At 7:15 boom, that’s when kids are getting up and my morning routine from that point Tuesday is pretty much the same.
Wednesday will be very similar to Monday. Thursday I don’t have an energy session, so I’m going to basically start the morning with funnel time for an hour, then do a float session. And then Friday is pretty much the same as Monday and Wednesday. The only difference is Friday at 4 I leave the office and I shift into date time. My wife and I have dates a couple times a month. Now we’re going to make it where every Friday it happens, regardless. I’m Mormon, so one thing we’re going to do is try to once a month go to the temple during that time, and three times a month doing dates. Probably dates by ourselves, maybe inviting friends to dates. Basically every Friday night will be locked down to date time.
There you go, there is my template for Monday through Friday. Oh, and one other thing. Thursday night from 9 til 11, I threw in wrestling time. So I’m inviting some of my wrestling buddies over and I will wrestle for 2 hours every Thursday night, which is something that feeds me and fuels me and gets me excited. So thursday night is wrestling time.
So there’s my template, its printed out and literally set in ink. You can’t change it when it’s set in ink, right? So I got it printed out, I’m carrying it with me and I’m going to try this week to follow that template to a t, as perfect as I can. The reason I sacrificed some things, it means The Bachelor in Paradise, I will not be able to watch it tonight because it wasn’t on the template. I’ll shift those things to Saturday, they’ll be Saturday activities. Everything else that’s fun that doesn’t fit in those, I will shift those things to the weekend. Weekends I’ll be more free. Weekends are all about for us, getting projects done and then playing with the kids and really just having fun there. And Sunday is more of a church, family time. So that’s kind of the game plan. So I’ll be, at least this week, trying to be perfect in the template. So I recommend for you guys if you don’t have a template yet, to go build one. Again, it’s not going into your Google calendar and blocking out hour by hour, because those are for your minute by minute things, that’s what’s happening inside your NZT zone or whatever those things are for you. For me, this is a template that’s printed out that I can look at and say, “From this block this is where I need to be and what I need to be doing.”
Anyway, I’ m excited to try it out, and I’ll let you know throughout this week how it goes. But that’s what’s happening. Hope that helps a little bit. That is my schedule and that’s all I got you guys. I’m almost to the office, we’re doing a marketing hack-a-thon this week during NZT time, and it’s going to be fun. I’ll be snapchatting and just grabbing some of the behind the scenes, so if you want to see what we’re doing, come hang out over there. Alright guys, thanks so much for everything and we’ll talk to you guys all again soon, bye.
Step 2 of 3 in building your own cult-ture.
On today’s episode Russell talks about filming the second episode of Funnel Hacker TV and what it’s about. He also goes into details about the part he’s currently writing in his book Expert Secrets.
Here are some interesting things to listen for in this episode:
So listen below to hear about Russell’s recent breakthrough with his book and to get excited for episode 2 of Funnel Hacker TV.
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Good morning everybody. I hoopoe you are doing amazing. Welcome to Marketing In Your Car. Hey everyone, I hope things are going amazing for everybody today. I am so exciting. We are coming in to start filming episode number 2 of Funnel Hacker TV. I cannot wait for you guys to see this. I cannot wait, you guys are going….I hope. I really hope actually. You may hate this show, but I think you’re going to like it, I think you’re going to love it. We’ll film episode number 2 today, which is today. So episode number one we all went into Biohacking Secrets. We built out the book funnel for that. So if you go to biohackersguide.com you can get the free book and see the funnel and blah, blah, blah. So that’s step number one.
That was the first thing that we did. That’s working awesome. So episode one is all about that and kind of telling Anthony’s story and that kind of thing, which was cool. Episode 2 now we’re doing a funnel with my Christian Ferrante (good luck spelling that), he’s awesome. Someone’s who’s been working with us for a long, long time. He’s just an awesome guy. So he’s been building a survival product forever. I wanted to be in the survival space for a long, long time. Ever since all the people I know have started crushing it in survival. And I always wanted to do a survival straw that you drink. Have you seen those little straws that are like a filter so you can drink out of a toilet if you want to? So when the world comes to an end you are still good to go. So that’s what I always wanted was a survival straw, so we’re kind of partnering on this and doing a survival straw offer and it’s going to be cool. But this episode, the first episode was very emotional. Anthony’s an emotional guy and the story’s awesome. So that was episode one, we want to lead with that.
Episode number two now we want to kind of start defining some of the core things like what funnel hacking actually is. So that’s what’s going to be kind of cool about this one. We’re actually going to go and this is going to be a funnel hack episode. We funnel hacked two survival funnels yesterday and Steven designed them on these big old poster boards so we’re going to be showing those on the video and walking through the whole thing and really mapping out exactly what we’re going build it and then we’re going to go build it. It’s going to be amazing. I already pre-bought ads that are going to be running tomorrow for this funnel we’re going to be doing today, and a bunch of other cool things.
So that’s kind of what’s going down. It’s going to be a fun day. We have today and tomorrow to shoot, but the ads go live tomorrow morning. So we pretty much have to get it all done today. So cross your fingers. And I got to get home because we got people coming over tonight. So it’s not like I can pull an all-nighter. We got to get this done during business hours today, which will be a ton of fun. So that is what we’re scrambling for.
So that’s what’s happening. So many fun things. I tell you what, I spent probably, I don’t know, 10 or 12 hours yesterday working on the new Expert Secrets book. I gotta tell you, I am so, so, so, so, so, so excited. I would say, and I don’t think I would’ve said it over myself, but after the event we had last weekend talking about Expert Secret stuff and going deep into it. I always get people like, “The event was amazing. Best thing I’ve ever been to.” Those things always come with any event you do. This was different. I had people who don’t normally give compliments to me, to try to pat me on the back, come back and pull me aside and be like, “Dude, this is the best thing you have ever done, ever.” Which is exciting. Multiple people………So I’m just dying. I want this book to be done. I’m hustling more than I ever have because you guys, I spent the last 8 months writing the first version of the book, and it was good, but it didn’t fire me up. Now all I want to do is have this book done. But it’s going to be good. It will redefine everything you believe about selling and how to sell and how to build a following. I can’t even tell you how cool it is.
One of the really cool things, one of the things we talked about at the event is that there’s two pieces. One’s you becoming an expert and two is building a following. If you don’t have a following, it’s the whole, ‘if a tree falls in the forest and no one’s there to hear it, does it make a noise?’ No, it doesn’t. If you’re an expert and there’s no one there that listens to you then it doesn’t really matter. You’re just some crazy person on the corner yelling. So how do we build a following and what goes into that. So we broke that down a lot. What’s cool is there’s 3 core components. You see the book, you’ll see all the hand sketches in the book and it’ll make more sense. But it’s basically a charismatic leader, a cause and a new opportunity. Those are three things that have to be present for there to be a mass movement. For there to be people to buy into your vision and things like that.
You know, a charismatic leader/attractive character, we talk a lot about that. The new opportunity is the big aha you will have when you read the book. The reason why most people, if your offer is failing, means you’re probably selling an improvement or repair offer, where you’re trying to make things better as opposed to a new opportunity. And I make a pretty dang convincing argument that you have to have a new opportunity. And we look at pretty much every offer we ever had that succeeded were all tied to a new opportunity. None of the improvement offers have ever made any money. So there’s another lesson for you, but that’s a lesson for another day because we can go deep into that.
The cool thing we figured out yesterday is the middle one is the cause. Creating a cause. When you create a cause, it’s got to be something that is all based on the vision of the future because people are afraid of what the future could hold. They don’t want to move, there’s fear around that. But when they’re faithful in the future it makes them want to move towards that compelling future, that vision that you’re kind of painting and illustrating. So that was a big part of it.
Then I was trying to explain that at the event. I was like, “How do we get everyone to get this and understand it?” and I was struggling for them to get it and all the sudden I had this thought pop in my head to show the intro video for the reality show that we’re filming episode two of today. Because in that I wrote the script and it was all about this call to action. I wanted this to be an us versus them, like we’re separating us from traditional business. We’re separating us from college. We’re separating us from VC backed companies. I wanted a very clear, defined us versus them. So when you guys see the intro the first time, first off you are going to love it because it’s pretty dang cool. Second off, you’ll see how it’s this thing that you’re drawing a line and taking sides. You’re with us or against us type of thing, it’s pretty cool.
I showed the video, and people when they saw it were like, “I understand now what you mean by starting a cause or a movement.” So yesterday I was working on the book and I was writing that section and getting stuck. I was like, how do you make this interesting? I don’t want to just have the book be very strategic. “Oh you need to start a cause, it’s got to be important.” That’s dumb. What’s the tangible, practical things afterward? So I was thinking more and more through that and all the sudden I started thinking back like in the movie, Jerry Mcguire. In the very beginning Tom Cruises character, I guess his name is Jerry Mcguire in the movie. Anyway, he sits down and he writes out that manifesto of what he thinks the issue should be and he hands it out and that’s the turning point where everyone is either with him or against him, and most people are against him, but he gets Renee Zellwegger or whatever her name is to follow him. That document is what stirred people to action and to want to move towards this cause, which is really cool.
That’s kind of the concept. So I started saying, I feel like every business, every cause needs to have that. That moment where they sit down and write out the Jerry Mcguire letter. This is their manifesto of what they believe and who they are and who they’re not. Well how to do they write that. What’s the tangibles? So then I went back to the video for Funnel Hacker TV and I listened to it 5 or 6 times and there was a very cool script that was in there and I sketched it out. Number one you introduce the attractive character, the charismatic leader. Number two he earned his movement. From there you move over to us versus them. You talk about what you stand for, who you are, who you’re not. From there you talk about why your movement is better and then you talk about who this is not for and then you transition at the end to who you are and who are as movement.
It was so cool, so I sketched out the whole thing. I drew it on a flag, so it turned out so cool. So now we’ve got an actual script and a process for people to build out their manifesto or whatever you want to call it. The call to get people into your cause. That was a big aha yesterday that we got that and we got that into the book. It was so cool.
So anyway, just something to think through today. We’ll get deeper into the charismatic leader and the new opportunity, but today I want you thinking about your cause. What’s your cause? Why should people buy into it? What are the alternatives they have that you need to kind of shun and push aside? Why is your cause the best? Those are the questions I want to you to ask yourself, first off. And then second off, I want you guys to sit down and actually write out, pretend like you’re Jerry Mcguire and you’re pissed at everything that’s happening in the industry and write out your manifesto and create that and then that could be the rallying call for your people, for your cause. You will see that coming in full light here very soon as we release the first episode of our reality show. I think it’s something you guys are going to love.
So that’s all I got you guys. I’m at the office, time to go film. I’m only 9 minutes….6 minutes late. So that’s pretty good, not double digits today. Alright guys, talk to you all soon. Bye.
If you can get them to believe this… the only option is they have to give you all their money.
On this episode Russell talks about that one thing if you can get people to believe they have to have, they will give you all their money. He relates the concept to religion and it all comes back to building a cult following.
Here are some interesting things to look for in today’s episode:
So listen below to hear why finding the one thing in your business is so important.
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Good morning everybody in Marketing In Your Car land. So glad to have you guys all here today. Heading in for an amazing day, I’m excited. I honestly, last night, had dreams all night about stuff in the Expert Secrets Event. It’s crazy. I wish that you guys all could have been there. In fact, it’s insane that you weren’t there. We’ve been hanging out now for 252 episodes, or 251 episodes, if you haven’t joined the Inner Circle and you weren’t here last weekend, seriously? Come on? What are you waiting for? Have I ever let you down? Come on, you guys.
Anyway, the event was amazing, but the process, oh the process. I’m so excited about the process. I totally want to start doing high end events where people come in for 2 days or 3 days and we just take everyone through that process. I had multiple people afterwards tell me, “Man, everyone that comes into your world should go through this. Anyone who joins Inner Circle should go through this process first.” Because it helps to identify so much of what you’re actually doing and selling and how you’re positioning it. Oh, so many cool things.
Anyway, today I’m excited because I’m going back through all the PowerPoint slides from the event, making tweaks and changes based on some of the stuff we discovered together as a group. Things that as I was teaching didn’t come out quite clear, or I hit road blocks. Or things from my stories that weren’t the right stories the first 2 or 3 times. Sometimes I tell a story…..I was like, “Huh, that story was completely inappropriate or weird or the wrong thing.” So just kind of re-factoring everything in the process. And I’m going to go through and record while it’s still the top of my mind. Re-record all the sections and that will help as the audio commentary as we go through and we start writing this new version of the book, which I’m so excited for. So that’s kind of what’s been going down over here, and that’s what I’m excited for today.
I also have decade in a day so we also had a bunch of new Inner Circle members who came in. I think it’s 4 of them that we’ll be doing coaching sessions with this morning, which will be kind of cool. So for those who are wondering about the Inner Circle, it’s typically always sold out, but every once in a while there is a spot or two that open up. People who don’t renew or the people who don’t love money, I think. So anyway, for the most part those are always booked out but we did have a couple of slots open up, I think we might have one or two more for people who are trying to decide if they’re renewing or not. So if you’re interested, go run and go to Russellbrunson.com because there might be a little, small window where you can get one of the last one or two spots left, if you’re interested.
With that said, I’m going to move back onto Expert Secrets. So I’m probably just going to, as I’m geeking out on this for the next while, share some things. I’ll share like last night when I couldn’t sleep because it was so, so, so excited. It comes back to a concept I talked about a lot. And it was something that in the event, I had planned maybe 10 minutes to talk about this concept and it ended up turning out to be over 2 ½ hours of us going really, really, really, really deep into it. And it was…..it opened up my eyes to really understand this whole thing. So let me step back.
The concept that I’m talking about right now is the one thing. We’ve talked about this before. Any time you have to convince your prospects of more than one thing, your conversions will drop in half instantly. So you’ve got to pick one belief that you have to get them to believe. So everyone’s like, ‘What’s that belief? What should it be?” And for a long time I was like, “Just pick one thing.” But the more we thought about it, we started realizing the one thing, first off…….I wish you guys could read the whole book right now. I wish the book was done so I could read it right now. But it comes back to, to be successful first off, you can’t be selling, you can’t be trying to improve somebody. Nobody wants improvement. That is…..ambitious people want improvement, and the masses, 99% of the world are not ambitious. People have desire, but they don’t have ambition. So if you’re selling to ambitious, “Here’s how to improve your golf swing. Here’s how to make this thing better. Here’s how to improve something.” By default you will make less money.
So a big part of the whole thing we talked about how to build a cult/ how to build a culture, I mean. It was all about one of the three steps of building a cult following is you have to have a new opportunity. That may be a whole other podcast for a whole other day, but assume that you’ve got a new opportunity that you’re selling. So they have this new opportunity, so you think about that opportunity. There is got to be one thing that people have to believe. If they believe that one thing then they have to accept your new opportunity. So you gotta think about it. What is that one thing that they have to believe in? If they believe that then they have no other alternate options except to give you money. And every business has this. Every new opportunity has this. So you gotta think through it.
So some examples, I’ll step out of business just to give some practical real world examples, so I’m going to go to religion. Religion is probably the easiest place to really identify this. So let’s say, you are considering Christianity as your new opportunity. With Christianity there’s one belief you have to believe. It’s like if the Bible is true then Jesus Christ is our Savior, direct correlation. If you read the Bible and you’re like, “I believe with all my heart that this is true.” Then the only answer is that “Okay, Jesus Christ is my Savior.” That’s it, there’s no other if’s, and’s, or but’s. Okay, I look at, I’m a Mormon as all you guys know. Mormons are Christians and we believe in a book called the Book of Mormon. So if I read the Book of Mormon, if I believe that boo is true, that’s the one thing. IF I believe that thing is true then everything that Mormons believe, therefore I believe, because it’s the one thing. I now believe in Latter Day Prophets, I believe in Temple ordinances. Here’s all the things that Mormons believe. If you believe the Book of Mormon is true then you have to believe all these other things.
Same thing is probably true in every religion. If you believe the Koran is true then this all the stuff you have to believe. So religion is very….you look at religion they are all tied to a one thing. What’s the one thing you believe? If you believe that then everything else is part of that belief patterns. So you gotta look at your business and your new opportunity you are providing people and there’s always the same thing. Like when we were launching Clickfunnels, if I could get people to believe that the only way their business could succeed is they have to build sales funnels inside of Clickfunnels. If I can get them to believe that there’s no other option. You have to give Russell all your money now, because he’s the only person now that provides that thing. Come back to religious. If I believe that Christ is the Savior, or if the Bible is true, then I believe that Christ is my Savior and I have to follow him because the only way to get salvation is through him. That’s what it comes down to.
It’s almost like we have to figure out how to make that same statement for our business. If I can convince them that the only way for their business to survive is to create funnels through Clickfunnels is the one belief I have to get into the habit. And if they honestly believe that in the core of their body, then they know that the only way to business salvation is through Clickfunnels, is through what I’m offering. That’s it. So until you’ve identified that statement…….that has to be step number one. Because then when you start building the webinar, the whole event was about the webinar, everything else in the webinar is built around that. What are all the false belief patterns based on that new opportunity? And what is that thing? And how do we knock down those belief patterns? Everything else gets tied to that, but it all stems from this concept called the one thing. And the one thing is tied to a new opportunity, but what is that sentence?
So I said it, it was supposed to be a 10 minute, I explained the one thing in 10 minutes, and everyone wrote what their belief was and they had to get people to convince. And everyone kept sharing with us and then kept coming back with headlines and I’m like, “No! I’m not looking for a headline here, you guys. We’re looking for….” We ended up developing this sentence and it was like, “If I can get them to believe ‘blank’..” and in that blank you put in what new opportunity is. “If I can get them to believe that the only way to make money online is by having sales funnels built inside of Clickfunnels.” There’s my sentence. If I can get them to believe that, then they’ll have to give me all their money because I am the salvation or success, or whatever you want to call it, could only come through that one path, that one vehicle, right. Because when you’re presenting a new opportunity you’re presenting, man, this will set us back to the previous section with building your culture. Is it, you have to have a new opportunity, so it’s like the new opportunity is the vehicle. If I go to the car dealership, there’s 50 cars there. I’m trying to convince you that this car is the only car you can drive, the only car that makes any logical sense. If I can convince you of that, that this is the vehicle, you have to buy that car. That’s the only vehicle you can go with.
So for everyone, if you guys can step back and figure that out for your business, your thing. What is the one thing? The one thing that I can put in a sentence like this, ‘If I can get them to believe that the only way they can be successful is through blah.’ And it’s your system, your thing, whatever it is. If you can get them to believe that, then that’s it. All of their other concerns disappear. Pricing disappears. Everything else. Every other concern instantly disappears. That’s what we call it in the training. We call it a big domino. It’s a domino where if you know that down, it’ll make all the other dominos…..it’ll either knock down all the other dominos or make them irrelevant. That’s the key.
Think about that a little bit you guys. When you can identify what that thing is, it becomes very, very powerful. And then the rest of the webinar is based on, ‘what are the false beliefs based on that thing?’ And we broke it down at the live event and based it on three things. Secret number one is always tied to the vehicle, secret number two is always tied to the internal struggle, secret number three is always tied to the external struggle. We’ll share that stuff in another podcast, but for today that’s what I want you guys to think about. What is your one thing that if your customers believe that and they believe that success or salvation or whatever you want to call it, is only available through that one thing, what’s that one thing you have to get them to believe. Because that’s it. If we can get them to believe that one thing it knocks over all the dominos or makes them irrelevant and they have to give you money, there’s no other option. That’s the key, you guys. Oh, it’s the key. It’s the biggest key on earth. I can’t believe that it took 2 ½ hours in that meeting with everyone there going back and forth before all the sudden it was like the angels were singing. We’re like, this is it. That’s the key. And last night I couldn’t sleep, I spent 8 hours tossing and turning thinking about the one thing. It may seem simple, but think about it, spend some time and effort. Because that is the key that will unlock infinite cells for you for the rest of your life. So that’s it you guys. I’m at the office and I’m going to go start working on my PowerPoint. Appreciate you guys, and talk to you all again soon.
Here are some cool highlights from the last seven days!
On this episode Russell talks about how he did not get into the entrepreneurial business to hustle all the time. He also talks about how immersing yourself in something can bring about new connections that you never made before.
Here are some interesting things you will hear in today’s episode:
So listen below to see what part of the hustle is overrated and how Russell made new connections to talk about during the event and inside his upcoming book, Expert Secrets.
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Hey everyone, this is Russell Brunson and welcome to Marketing In Your Car. Hey everyone, hope you’re doing good. I am on the way to day 3 of the Expert Secrets event and it’s kind of bittersweet, I’m not going to lie.
So first off, I told you guys some of the crazy journey that happened last week to get back in time for the event and it sucks because we were supposed to be home on Monday. And if we got home on Monday we would have had half a day on Monday, all day Tuesday, and half a day on Wednesday to hang out with the kids and get caught back up, but because we had missed flights and all that kind of stuff, we didn’t get home until super late Tuesday night. So basically we had Wednesday, but on Wednesday I hadn’t had time yet to prepare for the event. So Wednesday was basically me locked in a room busting out 3 days worth of PowerPoint slides and sketches and just getting everything prepped for the event. So I didn’t have much kid time at all. And then boom, the next day we had two events that started. You know it’s just been….so I feel bad. I haven’t been a good dad for the last two weeks. And I had some time; I had a couple hours last night, which was really good actually. Then this morning it was Saturday morning and my poor kids are just like, “You have to go to work again, Dad?” I’m like, “I’m so sorry.”
So first off, I wanna mention is that the hustle that everyone makes sound so amazing and awesome, it sucks and it’s not amazing and it’s not awesome. And I don’t know about you, but I did not get in this business to hustle all the time. There are times when hustle’s important, especially when you’re trying to complete projects, but it seems like the big entrepreneurial message right now, and it’s definitely stemmed from someone I respect. Gary Vaynerchuk is someone I respect, love his stuff. Learned a ton from him, but he’s preaching and prophesying hustle, right. And so because of that entrepreneurs…..it’s becoming a badge of honor. In fact, I saw a funny meme thing that said, “40 hour work week? Yeah I remember my first part-time job too.” Or something like that. Anyway, it’s hilarious.
But the reality is we all got in this business because we were looking for some sort of freedom, right? That’s it. And then the problem is we addicted to the process, because it is really fun, not going to lie. I get so many of my needs met through it, but we get addicted to the hustle and then that becomes the badge of honor, is the hustle. And you completely lose the freedom that were going after when you got started. When we were in Kenya last week, we were hanging out with Stu McLarin, and Stu made a video about hustle. He said initially he was going to dig at Gary V. but he didn’t. Instead he just kind of talked about hustle, and how working your face off is not always the best route. It was awesome, and it kind of went viral for a little bit and he got a bunch of ……ya know, it was cool.
So we talked a lot about that. There’s a time to hustle, but it’s between set hours of like 10 until 4 or whatever. This is my hustle time. Then when the hustle is done, you gotta turn it off and get into quality time mode because that is honestly way more important and it’s the reason why we did this business. There’s number one, so I am driving to the event, excited to hang out and hustle with these guys and share some cool things. But number two, I’m honestly kind of bummed out because I just wish I could stay home today and just have a big pool party with the kids. So there you go, that’s where I’m …..that’s the entrepreneurial conundrum.
And right now I’m headed to the seminar room, my gas light is on, it’s been on for 2 days. I have approximately 12 miles left before I run out of gas. I’m not sure how many more miles it is to the event. But also, I have 10 minutes until the event starts, which means I do not have time to get gas but I might run out of gas before I get there. So there is the second entrepreneurial conundrum we have today. So what do you do? What would you do? Remember those math story problems in school? The train is moving 50 miles an hour you have 13 minutes til whatever. Do you have time to blah blah? You have to figure out the math equation. Anyway, I wish I was smart enough to figure out the math equation because it might be physically impossible for me to get to the event on time. Or, and maybe that my time gamble…..I might have less than 12 miles to get to the event, therefore I will make it to the event and I’ll be there in less than 10 minutes and I could be on time. Or it could be 15 miles to the event and I run out of gas and I’m not going to be on time. Or I fill up with gas and I’m not on time. Which choice do you take? I already know what choice I’m taking. I’m going for it. Worse case I break on the side of the road and call an Uber. So you guys will be part of that. We’ll see what happens.
Alright with that said, I want to talk about something else. Let’s shift to something excited. One of the many amazing things that happened this week is this event’s been awesome. IT’s called Expert Secrets and it’s me going over the outline of the new book. If you watch my Snapchats, about a month and half ago, I ……we were almost done with the book, so it’s sad. I highlighted 200 pages of the book live on Snapchat and deleted them all and started over. People said, “Why in the world would you do that?” And I said, “Well, I had a really good book.” And they’re like, “Most people have really good book are excited about them.” I said, “You know, my goal wasn’t to write a really good book. My goal was to write an amazing book.” So I started all over and spent the next 6 weeks going back through a lot of stuff, deep diving, dissecting every webinar we’ve done that’s been successful and trying to see the internal patterns and trying to figure out things. While we were in Kenya, a trip I probably immersed myself and smashed through, I don’t know, probably…..if I was to count the hours, 70 or 80 hours worth of courses and content specific to this concept that I’m teaching in this book. I don’t know about you, but there’s something powerful and amazing about an immersion. And this is one of the reasons I’m actually grateful for the huge layover, even though it kind of sucked. But it forced me to go through this immersion period. Whenever you immerse yourself in something, the coolest thing is that when you do that these weird connections start being made that aren’t made by reading a chapter in a book a day, you know dabbling into something.
When you immerse yourself and go crazy into it, all these connections start lighting up that you wouldn’t normally see. And then hooking an event on the end of it, amplified that process. Because I was going through this thing, and I had a 10 hour flight from Amsterdam back to Minneapolis, and my wife passed out right before that flight started. I think it was a 9 or 10 hour flight. Anyway, I took some Ketones with caffeine in it, so I was awake. So for the whole 10 hours I was lit up on fire. And during that time I had my PowerPoint’s out, I had my sketch book out, I had 2 books I was reading and then 3 different courses I went through and I slammed through in 8 to 10 hours all this stuff. And all these connections I had missed before……oh and also going through about 12 or 13 different PowerPoint slides I presented in different webinars formats. I’m pounding through all this information as fast a speed I could and all the sudden I started seeing all these patterns and connections and all these lines connected that I hadn’t seen before. I was like, “Oh my gosh.” For one example, in the Perfect Webinar there’s 3 secrets, right? I’ve always talked about that, and the 3 secrets are tied to 3 belief patterns. But what I realized on that flight all the sudden I saw a weird connection of those 3 secrets weren’t random. I always thought they were random. Randomly picked 3 secrets, but they weren’t. Every webinar that we had that was successful, there was the exact same pattern. Secret number one was very specific on one thing. Secret number two always had to do with something else. And secret number 3 always had to do with another thing. I had partially figured that out…..Stu McLarin and I were in this little car in Kenya driving around. A five or six hour drive we were stuck on talking about stuff. And that popped up in conversation. I was like, “Stu I just realized something weird. ‘this’.” And he was like, “That’s pretty similar to how I do ‘this’.” And I was like whoooom! With this connection. Now I can reverse engineer what I do better because I never even realized these 3 secrets were all tied to these very, very specific types of beliefs. Now that I know that, holy cow! It’s so much easier to do that. So that was amazing.
And then this thought came out of this immersion thing and so many other things. So it’s like all these connections happened. And then at the event I’m on stage teaching these things, for example there’s this one part in the book that we talk about the big domino and the one thing and how to figure that out. And I explained that and I thought that was kind of common sense myself. But then we had this exercise where the group tried to do it and I can’t believe how far……everyone got stuck. And then the more I thought it through the more stuck I got. And we kept going through it and it ended up that 10 minute session, was supposed to be 10 minutes long, ended up going 2 ½ hours. By the time everything was done, we came out with this one sentence. It was like, If you can frame what you do in this one sentence, it becomes the one domino. If you can convince someone of that one thing, every other concern becomes obsolete or disappears. And it was like, when it was done, I had to take a break. My brain was fried. I just got this nugget, that when we come back now after the book, it’s amazing.
Anyway, I’m not sure why I’m telling all this stuff. Maybe wanting to get you excited. Help you realize you should always be at my events because if you’re missing out on any of them you’re insane. Maybe that’s number one. Number two is to get you excited about the book because I am so excited for the book now. These insights, this went for me, what would have been a really good book to something that can and should and will be, I think, the best book ever written on planet earth. Why even write a book if you don’t think it’s going to be that, right? But now I honestly am excited to finish it. And then number three is just to talk about the power of immersion. There’s something to that. To mass learning a whole bunch of stuff in a finite period of time where you start getting these weird connections that you cannot and will not get just by dabbling.
So that’s it, you guys. That is what I got. So I am at the event center. Good news, I did not run out of gas. I’m not sure I’ll be able to get from here to a gas station, but that is an issue for another day, or maybe later on today. But I’m going to go in there and we’re going deep now and taking all these things and plugging them. Everything we worked on the last two days. The stories. The epiphany bridge story. The one thing……the how to build a cult. In fact, figured it out. This is the crazy insight we had, we looked at how all mass movements have been built. So I was going through the book, The True Believer by Eric Hoffer, which is a book about how to start mass movements. And I’m reading that book at the same time I’m listening to Dan Kennedy’s Influential Writing Workshop and Perry Belcher’s Secret Sales System. And between those three things there was this weird thing where all three of them crossed over and I had this, I can’t even explain how cool it was. All three of these things crossed over and in the middle there was this one nugget that was just like holy cow. All mass movements have this one thing that is tied to something that both Perry and Dan specifically pointed out, which is also the only way to create offers that convert. And it was just like angels from heaven started singing when I saw that crazy connection and so basically we built this super cool sketched out diagram showing three things that have to go into a mass movement. And the third one is…..that one is essential for you to figure out your one thing, and if you don’t have any way, it’s amazing. It’s like a puzzle where everything is coming together. I love it. Appreciate you guys for listening and hanging out. I am almost walking across a crosswalk now, so I gotta bounce. So I will see you guys all soon. Bye everybody.
Follow these 9 steps to get more attention and cash!
On today’s episode Russell talks about his trip to Kenya and the nightmare of getting back home and being stuck in airports for 56 hours. He also talks about a street show he witnessed in Amsterdam that was filled with golden marketing lessons.
Here are some fun things to listen for in this episode:
So listen below to find out the valuable marketing lessons Russell learned from a street performer.
---Transcript---
Good morning everybody and welcome to Marketing In Your Car. Hey guys and gals and all my friends out there. It’s been a little while since we hung out and I apologize, but I’ve been traveling like crazy and I’m finally getting to a spot where I can report back and hang out. But if you watch my Snapchats then you’ve been seeing all the craziness that’s been happening.
So last week, it’s kind of a last minute, spur of the moment, we decided to go to Kenya with World Teachers Aid and it’s usually a ten day trip but I have an event starting tomorrow, therefore I could not go for ten days. So we thought well, the trips broken down in two parts. The first part you go and see the kids in the villages and you help build the school and stuff and the second half is a safari. So we decided we won’t go to the safari and we’ll just focus on the first half. So that’s what we did, which was really cool. So that was where we’ve been. We weren’t supposed to go. Dylan, one of the Clickfunnels co-founders was supposed to go, but he was working on the new editor and just ran out of time and didn’t get his shots and stuff, so we headed in the last minute and kind of went there. So we’ve been doing that.
On the way there we decided, hey we have a couple days at the beginning that we have some free time, so we flew to Amsterdam for two days and hung out there, which was cool. I’ve never been to Amsterdam before it was awesome. It’s like super quiet. I was walking around the downtowns and there’s no cars anywhere and mostly everyone is on bikes. I was telling Collette, “Listen. Do you know how quiet it is here?” It’s just crazy quiet and it was really neat. We loved it and had a great time. I did a boat tour through all the canals and saw the Anne Frank house and a bunch of other cool things, that was awesome.
We went to Kenya and had a chance to hang out with these little kids and it was just like last time 4 years ago we went. It was a very emotional, powerful experience to see these kids and the transformations. One of the cool things is that the village that we spent all of our time at 4 years ago, we had a chance to go back there and see the progress and how things have evolved. There’s this little girl that we’ve been helping, her name is Jane. When we saw her 4 years ago, she’s a little, I think she was 13 or 14 years old. We’ve been sponsoring her and helping her get through high school and stuff, it’s just amazing to see her progress. My wife and her really connected before, so my wife is bawling her eyes out seeing her. It was really a neat experience.
Then after that we went to a new village, it was the most beautiful place. Cliffs that…or this big huge…it was up on a mountain looking over this huge valley and it was beautiful, but the kids didn’t have a school yet, so they just were almost finished with the school and it was amazing. Such a cool experience. One thing that you may or may not know as a Clickfunnels member, every time you build a funnel that goes live a dollar goes toward World Teacher Aid and we’re always working on that, trying to help support those guys and build more schools and support more children. It’s just amazing to see the transformation from 4 years ago, til this week. Which was really cool.
And then we jumped in a plane to head home, so we could hurry and get home. We were supposed to get home Monday because Aiden’s birthday, my little 5 and now 6 year old, his birthday was on Monday. So we had everything booked and traveled so we could get home in time for his birthday. We were supposed to get in Boise at 3 o’clock in the afternoon. So we were going to take him out to dinner and the next day take him to the water park. That was the plan, but unfortunately plans don’t always go how they were supposed to.
So we get into Kenya and they’re like, “Oh, the dude who is supposed to be flying this plane is late.” So we were 4 hours late leaving from Kenya, which was horrible because our layover in Amsterdam was 2 hours. So we finally leave Kenya, we fly to Amsterdam. Get to Amsterdam and our plane is already gone, so they rebook us on one that’s 7 hours later. So we’re waiting forever and finally we get on that one and fly from Amsterdam to…..where were we going to? Oh, Minneapolis. So we get to Minneapolis, and we basically missed Monday, which was kind of sad because we were gonna miss his birthday, but we’re like, “We’ll still be there, but like at 2 in the morning. We’ll take him to the water park on Tuesday, it’ll be awesome.” So we’re sitting there and then the flight course in Minneapolis gets delayed 3 hours, then 5 hours and we’re sitting there waiting and waiting and finally we’re about to board and they say, “Oh, by the way all the pilots have been flying too long, therefore they cannot fly, therefore this flights been canceled. Oh by the way, there’s no flights out tomorrow, so you gotta wait til Wednesday to leave.” I was like, “Are you freaking kidding me? I needed to get home to my kids birthday!” And we were just missing our kids like crazy.
It was kind of like Home Alone, I felt like. The mom had to race to get home to Kevin and every little thing possible, hiccup that could happen was happening. So anyway, I’m sitting there; it’s like 10:30, 11:00 at night and I message Melanie, my assistant, I’m like, “All the flights tomorrow are apparently booked, we need to figure out how to get home and we need a hotel.” The other thing they said was, “All flights are canceled plus there’s no flights tomorrow and there’s no hotels available.” We’re like, “Are you kidding me?”
So Melanie went on and was able to find a flight that didn’t leave until the next day at 5, which got us home at 9:40 at night on Tuesday. So we missed our water park day, and then she booked us a hotel. So we jumped in an Uber, headed to the hotel, slept, hung out all day and I got a bunch of work done towards the event, which is starting tomorrow. Then we get in our plane finally. We leave Minneapolis, fly to Denver, and we’re like, “Last leg, we’ll be home by 9:30.” Get in our plane to head to Denver and guess what happened? Yes, you are right. Lightning storm. Therefore our flight was delayed again.
Anyway, we ended up getting home at 10:30 at night, finally. And I think it was 56 total hours that we were in airports. So that was horrible. And we missed the little man’s birthday. But today, this morning we went and celebrated his birthday and got some cool stuff. Now I’m headed to the office because we have an event tomorrow and I got a lot of work to do before that.
So that’s kind of what’s happening over. So anyway, there’s the catch-up of where we’ve been and now we can start moving forward again and keep hanging out. So the event tomorrow, I’m excited. It’s all of our Inner Circle members and our old Ignite Program. This is the last Ignite event ever, so we’ve got a bunch of those guys coming as well. I think we’ve got about 100 people coming, or so. And it went from kind of a concept to after spending 56 hours in the airport and geeking out and going through as much marketing stuff as I could consume during that time, it’s gonna be an amazing event. I’m crazy excited. I hand sketched out, I think another 40 new sketches, similar to the Dotcom Secrets book, all with new concepts and I’m hoping and praying that Vlad, my designer can get them all looking good today so we can get handouts printed for tomorrow. Oh it’s all running together. I don’t know if we’ll make it all. Anyway, worst case scenario I’ll just re-sketch them live on a whiteboard for everybody.
The event is going to be awesome and it’s actually focusing on the new book, Expert Secrets. I’m excited for Expert Secrets, we spent about 6 months writing it and when I was in Bear Lake last month, I basically deleted the whole book and started over from scratch and the new direction that this is going, I’m really, really proud of. It’s what this whole event is based on. I’m kind of teaching it out loud so I can make sure all the pieces make logical sense in my mind before we turn it into a book, which is similar to what I did with the Dotcom Secrets book. We re-wrote it 3 times and then I did a live event for 3 days and then that helped me organize the thoughts in a better way. And I’m teaching onstage and I’m like, “That was good, but that one didn’t make sense and I need to tweak this.” Anyway, it was really cool.
So I kind of did the same process with this one. So if you want to write a book, that’s the secret, throw an event. It forces you to get everything done in time and then it lets you teach it out loud. I don’t know about you but when I teach out loud, I just get different ideas and thoughts and I figure out what makes sense, what’s slow and boring, what’s exciting and what pieces people get and what pieces they don’t. Anyway, that’s what’s happening. Hopefully this book will be done before the end of the year, because I’m really excited for it, it’s going to be amazing.
With that said, I gotta draw some value for you guys before I get to the office. So when we were in Amsterdam, the second day my wife were walking around downtown and all the sudden we get to this, I think it was a parliament or something, some big huge building. And we’re like, “Wow, that building is amazing.” And all the sudden we hear, “Ahem, ahem, ahem.” Like this coughing and we look over and there’s this guy with a nice shirt on and a microphone and he’s coughing. He keeps coughing louder and louder and keeps doing it and all these people start coming close and I’m like, “What’s happening?” and he had a unicycle on the ground, a bunch of boxes, a bunch of things. He had this flame that was there, so we kind of get closer to him. And he keeps coughing, probably for 5 minutes and we’re like, “This is weird.” And we’re about to leave and all the sudden he stops and says, “Everyone, I’m okay. I’m just trying to get all of your attention.” And then he said something that I thought was really cool. He said….how did he say it? He said something like, what did he say? “A show without attention is just an accident.” I might have screwed that up, but it was basically that. I thought, that’s kind of powerful. How many times do we do something, but no one’s paying attention, therefore it’s just an accident? Didn’t even happen, right? So in our business are we getting attention first? You get attention first; you get people to pay attention. So that’s the first thing.
As I’m watching him as he does that, get’s attention and then he’s like, “I’m going to start the show.” And he goes and draws this big, huge chalk square around him, a pretty big square. So all these people are out further from the square so he’s like, “Okay everyone, come up to the square, this is the edge. Come in.” and he gets everyone to come closer. So he’s getting everyone to move towards him. So first he gets attention, second he gets everyone to move their physical bodies towards him so they are closer. And everyone gets kind of close. Then we started watching and I was watching what he was doing and the show ended up being 45 minutes long. And when all was said and done, if you look at it, all the show was, was he juggled fire for 30 seconds. That was it, but it was 45 minutes of buildup and excitement and building rapport.
So he did all sorts of things to build rapport. First he got everyone to pull in close, and he started……and at first you could tell the crowd was cold, “What’s this guy doing? What’s happening?” and he could of just got on his unicycle and started juggling fire and it could have been over in like a minute, but if he did that he would have missed….the whole presentation is what made this thing work. He gets everyone together and starts talking and telling jokes and starts making fun of people in the audience to get them to laugh. He starts getting everybody talking about fire and to breathe together. Breathing is one of the fastest ways to build rapport. So if you can match breathing patterns. So he’s getting everyone to breathe and pretending like they’re blowing fire. Get everyone to breathe the same thing which instantly builds rapport for everybody. So he’s getting everybody to build rapport to just all sorts of the really smart things to build rapport with this audience. From making fun of people to making fun of himself and getting people laughing and all these things to get rapport within this group.
So then he starts, he’s telling jokes and everything and then he’s trying to train the audience on what he needs them to do. So he gets on the unicycle and he’s got basically juggling things. He gets people throwing things to him. He’s training the audience on what he wants them to do and how he wants them to react. He’s like, “Okay, when you throw this…” He had Collette, actually take one of these juggling batons and had her throw it to him. “Okay now, when she throws it to me, everyone cheer like crazy.” So he’s training the audience on how he wants them to respond. Probably for another good 10 or 15 minutes. He’s doing this whole thing, training his audience how he wants and needs them to respond.
He does this whole thing and sets up this fire thing, builds up the anticipation. Now we’re probably 30-35 minutes into it. And he says, “This is what’s going to happen, you guys.” And then he explains, “In a minute I’m going to get on my unicycle and we’re going to light fire and we’re going to juggle this fire.” So it’s like, okay this is what we’ve been building up towards and we’re so excited. And then before he does he says, “Look, now what’s going to happen..” and this is where he asks for money, and first thing he does is price justification, “Look, I’m a street performer and this is how I make my living. If you were to go to the bar right now and you were to buy a beer or whatever, it’s going to be about 5 pounds and that’s going to take maybe a minute to drink, or a minute and a half if you take your time. I’ve been performing for almost 45 minutes so far, and I would assume this is worth at least the same as just a quick beer in actual entertainment value. So the minimum donation accepted is 5 pounds. The maximum is 100.”
So he starts going through and he does his price justification and he keeps explaining to the audience how to buy, which was so good. I wish I could have recorded this whole thing. So he teaches them how to buy, how to buy, how to buy. “When this is done,” he’s coaching them through, “When this is done, I’m going to juggle my things, fires going to go. I’m juggling fire, everyone’s going to go crazy. I’m going to put my hat out and everyone’s going to come rush to me and give me a minimum of 5 pounds up to 35” or whatever it is. So he explains and coaches and shows them how to pay him. He’s coaching them this whole time and what he wants and now he’s coaching them on how to pay him at the end, which is just brilliant.
Then he finally does the thing. Gets on the unicycle, juggles fire. The whole show’s maybe a minute long. Boom, gets down, everyone cheers and then people start flooding him in droves to bring him money. And everyone’s throwing 5 dollars in it and again he coaches. Then some people that start walking away. He’s like, “What are you going to be a freebie seeker?” starts calling out people who just basically came and witnessed it and ran away. So he calls these people out, so they feel kind of dumb. Everyone else goes, “I don’t want to be called out. I can’t leave this because this guy just performed for me the last 45 minutes.” And they felt this obligation to pay. And initially I probably would have given him maybe 1 pound or whatever that is. I think its pounds there. Anyway, because I felt obligated at 5, I was like, “okay I gotta give 5.” So we came to give 5, we give 5. And I looked at this process, when all is said and done he probably made, a couple thousand pounds. It was impressive.
And then everyone displaced and he started packing up his stuff and took off. And it was just cool. There were so many cool marketing lessons. One was getting attention. Number two was building a rapport. Number three was training your audience on what you want and need them to do. Number five was price justification. Number 6 was the actual show. Number 7 was the call to action. Get people to come back and pay. Number 8 would probably be calling out those who didn’t take action. And then number 9 was wrapping up the show.
Anyway, so many cool marketing lessons in one. I’m totally geeking out watching this guy. My wife’s like, “This guy is annoying.” I’m like, “He’s kept everyone’s attention here for 45 minutes to do a 30 second to 1 minute long show and at the end he made a ton of money.” Like I said, he could have just got up there and juggled fire and would have made 50 bucks. But instead he went through the whole thing and made 5 or 6 hundred dollars. Pretty impressive.
Anyway, I hope that gives you guys some value, some things you can think about with what you’re doing. One of the biggest questions people have is, “I can’t get people to show up to my webinar.” It’s like, “What are you doing? This guy spent 45 minutes for a minute long trick. What are you doing to get people excited and fired up? What kind of video, what kind of….the more you’ve got to be exciting. You’ve got to create attention. You’ve got to create desire to get people to do what you want them to do. That’s how you get people to show up on webinars is doing all those kind of things.” With that said, I’m at the office. Get some work done real quick. Appreciate you all, have an amazing day.
How to know when to stop.
On today’s episode Russell explains why you need to be able to consistently and profitably generate customers, or you are in the wrong business.
Here are a few interesting things you’ll hear in this episode:
So listen below to find out how you can tell if your business will grow or deteriorate.
---Transcript---
Hey, hey this is Russell Brunson, it is Saturday? I don’t even know. I’ve been camping and now we’re flying to Kenya and we’re all over the place. And I’m driving my car and was just Voxing some people in the Inner Circle, catching up on stuff before I headed out. And I had a conversation with somebody that was probably not what they were hoping for, but it was I think what they need. I just wanted to share it here because I’m positive that they’re not the only person in need of this advice. Because it’s hard advice, so I just wanted to share it with you guys. A lot of you won’t be applicable, but some of you, it will be very, very applicable. So here we go. By the way, this is Marketing In Your Car.
So like I said, in the preview or the intro or whatever we call this thing nowadays. I’ve got some probably backwards advice that’s backwards from what you’re hoping. I’m walking in the office right now and the alarm is about to go off, unless someone forgot to set the alarm. Check it out, somebody’s about to be fired, the alarm was not set. We’re good to go, there’s no beeping.
So the person’s advice, they’ve been going through my stuff and they have been almost a year in the program and just not having the success that they wanted or desired. In fact, having almost no success and there’s a couple of reasons. I’ll kind of leave it, I won’t give you an opinion on all the reasons but I do want to talk about what my feedback was.
The first thing was that if the business you are in cannot consistently and profitably, and those are the key words, consistently and profitably generate customers, it’s not a good business to be in. And I don’t care how many times they say, “I’ve made money in the past. I’ve got a bunch of clients who love me.” Or whatever. If you can’t consistently and profitably generate new clients, the business is not a good business and if you’re not careful you’re going to get caught where this person got caught. Where they have a business now that doesn’t, that they can’t profit from. They’ve got customers and clients paying them some stuff, but it’s just kind of stagnant. There’s always this, I don’t even know what it’s called, there’s the law. It’s one of Einstein’s law of deterioration, where everything deteriorates. Like Clickfunnels, we’re pushing and pushing and it’s growing and growing, but if I stopped it would start deteriorating. It’s just the law of how the universe works. You get an apple and you set it out in the sun, what happens? It doesn’t bloom up and become bigger, it deteriorates and starts going down into this mush thing.
Businesses are the same way, everything deteriorates. So if you have a business that’s there and you’ve got some customers, it’s going to start deteriorating and getting smaller no matter what you do unless you can consistently and profitably bring customers in. So my first question for you is are you in a business where you can consistently and profitably generate customers? If not, you’re in a bad business. That’s number one. Number two is you’ve got to learn how to sell people stuff. That is the most important thing, I don’t care what business you are in. The only thing that really matters is selling stuff. That’s it. And it’s interesting how people will try everything else to avoid selling. They’ll try focusing on Facebook ads, and this and that and all sorts of stuff you don’t have to actually sell, selling is the only thing that matters.
If you’ve read the book, Ready Fire Aim, and if you haven’t, seriously I recommend this probably 100 times in this podcast, it’s amazing. The book by Michael Masterson is all about to take a business and go from 0 to a million, a million to 10, 10 to 50 and 50 and above. And the skills challenge is opportunities that happens at each level. But the first part, if you only read the first section of the book going from 1 to a million dollars, that’s the most valuable part of the whole book for most of the people listening onto this. And the whole thing talks about the entire goal going from 0 to a million dollars in sales, the only thing you are trying to do is figure out how to profitably sell the thing you’re selling. That’s it. That’s the most important thing you can be focusing on your business. It’s not how to scale, the customer support, or all these things we get involved with. Or getting my office and my business cards and I need a sweet website, and all this crap that us as entrepreneurs think is important, because it’s not. The only thing that matters is how can I profitably sell my product? What do my customers actually want? That’s the whole section of that book is about is how to do that. Because as soon as you figure that out, that’s the role of the entrepreneur, that’s not something you can ask for or hire away, or set up a team around. All that crap. That is your role as the entrepreneur, you have to figure out, you have to cut your teeth and go out and sell something. Because until you sell something nothing happens. That’s your job, to go out there and sell and figure out how in the world, first off, how do I pitch this thing that I created to get people to get excited enough to give me money for. That’s what you gotta figure out, that’s the most important thing that you’re doing here in that business, when you’re going from 0 to a million dollars.
And after you mastered that and figured out, okay, boom. Like for Clickfunnels, we figured out the way to sell Clickfunnels is through webinars with this pitch. Boom. So we figured it out, we went from 0 to a million and then beyond almost overnight. And now as soon as you get from a million to ten, all these headaches start coming in. This happened to Clickfunnels, when we went from 0 to a million. As soon as the webinar pitched worked, like two weeks we were at a million bucks. It blew up fast. And then all of the sudden all the new nightmares came. That’s when you go, management and people and support and all this other crap that happens, but that’s phase two. After you figure out the selling system that will profitably sell your thing for forever. So we figured that out and boom all the sudden new strengths, problems and opportunities came out from your ten million. Now you passed that you’re going from 10 to 50, now you’re looking at the next phase of that thing. And that’s kind of where we’re…..we’re kind of treading water right now in our company.
But for most of you guys, that’s the key. So for this person who is struggling, that’s what they’re stuck at. They’re stuck at that 0 to a million and they haven’t’ figure out how to sell the product yet. So the next two things. First off, we talked about first. You’ve got to be in a business where you can consistently and profitably generate customers. Number two you’ve got to figure out how in the world to sell your thing. That means, maybe try a webinar. Maybe that doesn’t work. Maybe try a membership site, maybe that doesn’t work. You’ve got to try 5, 6, 10, 15 things. Whatever it takes. Because one of them will work you just have to figure out which one it is. As soon as you figure out, boom this is the method of how I will sell to the people of this world is through a webinar, or is through phone sells, or is through Facebook ads, whatever that is. As soon as you figure out how to profitably sell that thing, boom now you’ve got the key and now you start scaling your business.
So those are the two things guys. Step one, profitably and consistently generate customers. Step two you’ve got to figure out the selling system to sell your product to those people, also profitably, by the way. And that’s it. Now, for this person the advice I gave, I promise was not the advice they wanted to hear, and I’m probably going to hear back from them later today or tomorrow telling me that I’m wrong or they’re upset or whatever and I understand that because what I told them. I said, “If you can’t figure out how to profitably and consistently generate customers, you are not a business. So one thing you can do is keep trying and trying and spend another two or three years in this thing, or you got to shut down shop. You need to stop. You need to, what does Mr. Wonderful say in Shark tank? You hate money….I can’t remember what he says, this is where money goes to die. You’ve got to stop. There’s got to be….we’re taught our hold life, don’t become quitters, but there’s a point in your life and things in your life, you have to quit.” All the signs are telling you this is not working and so you need to stop and say, look this doesn’t work.” And shut down shop.
That might mean shutting down your business, it might mean declaring bankruptcy, it might mean, I don’t know what that means for you and its’ going to be scary and fear associated with it, and a whole bunch of bad things you don’t want to do, but it’ll be worth it. Okay, I’ve had what, three or four times in my business life where I have had to shut things down and start over. And every single time I’ve had to go through so much pain, and it’s so intense, I even think about it, I can feel it inside of my chest and my hands are sweating just thinking about the pain I had to go through during those times when my business didn’t keep working. It was deteriorating and I was freaking out. I couldn’t figure out how to profitably generate new customers and I had to stop. Sometimes I stopped early, which I was grateful for, because it causes a lot less pain, it causes a little of sharp pain, but it went away fast. Other times I freaking hung on to the ship while it was sinking, to the point where I almost got drug under two or three times. You’d think I’d learn by now.
So my job is to come in and kind of help warn you guys. Say, “Look, bad things could be happening if these things aren’t happening in your business. If you have not figured out a way to profitably sell your product yet, you better try a whole bunch of ways quick because you have to figure out what is and you’re not able to consistently and profitably generate customers, another big warning flag.” So those things are all figure out-able, is that the right word? You can figure those things out, but you’ve got to try. And if you’re in a business and you’re like, “I can’t generate a customer for under $30, $40. Then it’s the wrong business to be in. It’s time to start over. It’s time to figure out…the nice thing about entrepreneurs is we can create and do whatever we want. If your business isn’t profitable right now, guess what? It doesn’t hurt to start and start something new that could be profitable in like a week from now. The hardest thing is our willingness to do that.
I had a friend, I feel bad for this guy. I’d gotten in the business and this is again, over a decade ago. And I met him in a time, he’d been in the business for 2 years, he’d written this e-book and he was super proud of it. And when I first met him I was like, “Man, this book is good. Does it work? Are you selling it?” And he was like, “No.” and I was like, “Why not?” and he was like, “I can’t figure it out. I’m trying all sorts of things.” And he kept trying and trying. And then year one went to year two and three and four. I was about 5 years into my business and I remember having this conversation with him again and he was still trying to sell this book. I’m like, “Man, in the time that you’ve been trying to sell this book, I’ve sold probably 30 or 40 different products. Some of them worked, some of them bombed. Some of them were somewhere in between, but I’m moving forward on things. Dude, you’ve got to stop. No one wants this book. I know that you love it and you put in so much time. Everyone that’s read it told you it was good, but people don’t want it man. You’ve got to stop and change or you’re never going to progress.” And I still remember what he told me. He said, “Russell, I can’t. I’ve spent so much time and energy on this product, I can’t walk away from it now.” That was the last conversation I had with him. It’s probably been 7 or 8 years now and I don’t know…..I know he’s not in the business, or I would know.
So anyway, that’s what I wanted to kind of give you feedback. I know it’s not pretty and it’s not nice, but some of you guys need to hear. And if you have figured that out, you do have a business that is profitably generating customers consistently, you’ve figured out your selling system, now it’s time to start scaling it. As soon as you figure those pieces out, you should be able to grow fast. Like Clickfunnels, as soon as we figured it out, boom this is the webinar, this is the pitch, we went to a million dollars quick and then to ten quick. As soon as you figure those pieces out it should be scaleable. It should be really quick and fast and easy. Well, easy from the sales standpoint. Then all the sudden it transitions to the new headaches that show up when you pass a million dollars in sales, but that’s what that book’s for. So go read Ready Fire, Aim, and read chapter two when you’re there. But don’t read ahead. You don’t need that. Just figure out, just focus on going from 0 to a million, that should be where most of our minds are at right now. When you cross that barrier, reopen the book, read chapter two and figure out the next step.
So that’s what I got for you guys today. I’m at the office, I gotta do some work. I will talk to you all again soon. Bye everybody.
The real reason why I’m documenting all of this cool stuff.
On today’s episode Russell talks about why Snapchat is valuable because you can see behind the scenes of how much stuff he is able to get done in a day and why that should be a motivator for you. He also talks briefly about Funnel Graffiti, which is coming soon.
Here are some fun things to listen for in this episode:
So listen below to find out how you can use your time more efficiently.
---Transcript---
Hey everybody, this is Russell Brunson and welcome to Marketing In Your Car. Alright everybody, I hope you are having a sweet day. I just got up and I’m heading to go film with Mike Dillard. How cool is that? So Mike is launching a new membership site in the marketing world and he wanted somebody to come teach on funnels. So guess who he asked? Anyway, I’m excited. Mike’s a good friend and it’s going to be kind of cool, to have him out here and film. So I’m racing over there now, I’m a little late, not going to lie. I’m right on the line, I could be there on time, or I could be there….definitely not early, but I could be on time. So that is the plan.
Anyway, it’s been a little while since I talked to you guys. It’s been crazy over here and I’m having so much fun. I just wanted to reconnect with all of you guys and say hi, first off. More importantly what I wanted to do was….it’s been interesting, for a lot of you guys, hopefully you know. You’ve been watching the new Snapchat stuff I’ve been doing. It’s been fun, I’ve been documenting everything we’re doing on Snapchat, which is interesting. I always look at Marketing In Your car as me documenting things, but it was like every 2 or 3 days I’d get on and share stuff, but it’s more like, “Hey in the last little bit, here’s some things I’m noticing.” So it’s like taking multiple days and like, “Okay, here’s the number one lesson from that chunk of time.” Whereas Snapchat is more like I’m documenting every cool thing that’s happening. I’m talking about it either before or after so that day by day people can see what’s happening. It’s been fun.
Two days ago, we were filming this crazy shoot. So we’re up at 3 something in the morning. We went to downtown Boise and we rented this, there’s this place called Free Galley, it’s this big graffiti wall. It’s this graffiti place in downtown Boise. So we rented this big section of the wall and we came in 3 in the morning and painted over it, and then Rob came and painted this amazing mural. Clickfunnels and funnels and all sorts of stuff. So we did that all morning long and then at night we came back at 11 or 12 in the night and filmed this whole thing for……anyway, so we’re making this new offer. The offer is called Funnel Graffiti and it’s free plus shipping offer. And I could be like, “Oh, here’s Funnel Graffiti, it’s free plus shipping.” But I’m trying to again, this whole business it doesn’t matter what market you’re in, it’s all about pattern interrupts, right? So for my job and your job honestly, is less about how we sell things, but more about how we’re interrupting people’s patterns.
In fact, Vince Palko, if you guys know Vince, he owns Adtunes.com. He’s the dude that invented the hand sketched out video. And he told me one time that he told this guy, “We’re not in the hand sketched doodle business, we’re in the pattern interrupt business. We’re always pushing the envelope to figure out new ways to interrupt people’s patterns to get their attention.” And I think that’s so true in all of our businesses. That’s it. So that’s why I’m always bugging people, “I need a template to get more, to sell my product.” And I’m like, ”Okay, I can gi9ve you a structure, but it still comes down to you being creative and figuring out ways to grab people’s attention.” Attention is the scarcest resource nowadays. We’ve got to crazy to grab people’s attention. I’m doing a free plus shipping offer and we spent two days to create the thing, probably spent too much money to create this amazing thing so that we could get people to buy something that’s free from us. Why would you do that Russell? Because it’s all about attention and then building a brand and building a cult following and getting people excited and engaged in what you’re doing, right?
So you’ll see it when it comes out. It’s a big production we did to give away a free thing. But I’m trying to break people’s patterns and create something new and exciting and cool and make it fun for people to buy. A lot of people, I can’t tell you how many times people message me, “Hey I’m only getting 10% show up rate on my webinar, what do I need to do?” and I’m like, “Dude, you just need to be more interesting. If only 10% of people are showing up, it means they don’t care what you’re talking about. How can you infuse excitement and energy and passion and all these things to get people to want to actually schedule your webinar and make sure they show up?” I can give you little tactics and techniques and tricks to increase show up rate, but when all is said and done it comes down to you and you being exciting enough that they’re going to be inspired enough to not just register and hope the replay comes through and hopefully they’ll catch it, but to, I can’t freaking miss this, this is a big, big deal. And it comes down to you being passionate and sharing. I can’t stress that enough.
So it’s been fun on this Snapchat journey. It’s funny, every day at the end of the day, I take, usually it’s about 3 to 5 minutes worth of Snapchats and we render them out as a video and post them on Youtube, so if you missed any of them you can go to our Youtube channel and see them. I think it’s just youtube.com/funnelhackertv and then click on the playlist button and you can see all the behind the scenes Snapchat stuff. But it’s behind the scenes of all the stuff we’re doing. But the biggest thing I keep getting from all the people watching these is just like, “Holy crap, Russell. You do a lot of things throughout the day.” And I’m always like, “I guess I do. But I’m working the same amount of hours as you guys. We all are given from God the same amount of hours in every day. There’s 24 of them. And I tried to use them really efficiently, but I’m still sleeping for 8 of them, I’m hanging out with my wife and kids for 8 of them. So I got 8 hours to try to go and take over the world. The same hours we all have. We’re all competing with the same time resources.” And people are like, “I don’t have time.” Seriously? It’s been fun showing behind the scenes because people are like, “Holy crap. In one day you guys…” we had one day the other day when during that day I think we launched two funnels in two different businesses. We got a sample product in for our supplement. We did a coaching call. We did, I did 30 minutes of Voxer with our 25K group. All these things jammed into the same 8 hour day, but I’m just spending all 8 hours working. I’m not….I don’t know what people do all day long. I’m not goofing off. I’m getting stuff done every minute of those days and that’s the only big difference.
So I like the Snapchat stuff because it’s showing people boom, boom, here’s how I’m jamming everything in and what we’re doing and how I’m shifting focus and where we’re focusing energy. So anyway, I hope that if you’re not following me on Snapchat that you do just so you can start seeing behind the scenes and you’ll get a lot of the Marketing In Your Car…... Marketing In Your Car is nice because I can go deeper on a topic. I’ve got 10 seconds on Snapchat. But on Snapchat you are able to see behind the scenes on what worked and pressing into a day. And I think, if nothing else, I think that’s a value for everyone to see. Just because I honestly think, and I don’t want to be harsh or mean or whatever, but when I’m working close with people and they’re not having success, the biggest thing is they’re not getting much out of their days. We’ve had some people who have been working on the Perfect Webinar for 8, 9, 10 months and haven’t launched yet. Are you kidding me? What are you doing all day? I gave you the script, I gave you the PowerPoint. You have it all, all you have to do is fill in your stories, it’s really……it really should not be that…..I think that you’re dinking around all day. I don’t know what it is. We just need to get more out of the day. You need to wake up and grab today by the head and just….For us, I think we’re freaking throwing it around because we own it. It’s not the other way around. I don’t know, I think it’s when we start shifting our mindset and our thoughts from “Oh I should do this today.” No, I freaking must do this today. I don’t get to go home and sleep or watch TV or go to lunch unless this crap is done. It’s shifting our mindset to that and then just getting it done.
And I understand that there’s things that come up, but I promise you guys, there’s not many people in the world that have more distractions than me. I’ve got a beautiful wife, I’ve got 5 kids, I’ve got a company with 40 or 50 employees, all of whom are not just boring employees. Everyone on our team is highly passionate and with passion and excitement comes like needs. And I am very needy. All of us are. I feel like the higher level you get the more you need reinforcement of your skills. I’ve got people on our teams that take time. I’ve got multiple business, we’ve got funnels creating, there’s a lot happening. It’s just……So I understand people who are like, “I don’t have time. There’s too many things pulling….” I understand that more than most people understand. The difference is just…..I don’t know. I don’t know.
So my biggest message for today is first off, go either follow me on Snapchat, or if Snapchat’s too teenaged, high school embarrassing for you, which I understand, then go to Youtube and watch the replay of some of them. Just watch the day what we’re compressing into a day and I think most people will see, we honestly, there’s more stuff happening in a day in my world, than most people get done in a week or a year, or excuse me, a week or a month sometimes. So it’s learning, how do I compress time? How do I speed things up? How do I become more efficient so I can get more done during the day? Because I’m not a rocket scientist you guys. I am not a smart person. I sucked at school. I barely graduated, it was hard. Going through college and school, those things are way harder than “Hey, let’s set a structure for our day. Hey let’s set some really big goals. Let’s not just goof off on Facebook all day. Let’s freaking do things and think through them.” If you’re not like, why do we need to do this? And if it makes sense then run with it. If it doesn’t then delete it, ignore it. Pull it out of your strategy. And only do things that are serving and growing your core strategy, your core focus. I think if you shift your focus to that, man, you’ll be amazed what you can get done during an average day.
So anyway, I don’t mean to say that to try to put myself on pedestal at all. I am hoping to use this as a tool to motivate you guys and show you what is actually possible. Because again, you’ve got the same 8 hours I do, I’m not working…..well some days I am, like one day we worked crazy hours. But for the most part, I’m working 9 to 5. I’m working the same hours that everybody else is working. I’m just squeezing a little more juice out of the day. And I hope watching the day by day Snapchat will show you how to squeeze more juice out of it as well. And that’s it you guys. I am almost to our filming location to go hang out with Dillard. Hopefully we’ll create some magic. If you want to see what we’re doing behind the scenes go check out Snapchat. That’s where I’m at and we are making some magic. All right guys, appreciate you all and I’ll talk to you soon.
Carpe Diem… seize the day!
In this episode Russell talks about driving home from a family vacation and thinking about how the window of life is a short one and how we need to seize the day by creating. He also talks about his favorite part of Dead Poets Society and why it is important.
Here are some interesting things to listen for in today’s episode:
So listen below to hear what Russell believes about our short time on Earth and why it is important.
---Transcript---
Hey everyone, this is Russell Brunson and welcome to Marketing In Your Car. Alright, alright, I know what you’re probably thinking, “Russell have you forgot about us over here in Marketing In Your Car Land?” and the answer is no. I’ve been going crazy on Snapchat, as some of you guys know. If you haven’t started playing in Snapchat, come hang out with us. If you go to Snapfunnels.com there’s some free coaching showing you how it works and how you can add me on Snapchat, but we’re having tons of fun. I’ve been documenting behind the scenes of all the crazy crap of what we’re doing every single day. So if you haven’t been watching, you should come over there too.
But the one thing that I don’t like about Snapchat, is I got 10 seconds at a time, and I feel like if I spend more than 2 or 3-10 seconds in a row talking about a concept it gets really boring. So if I ever want to go deep, this is where I come to go deep with you guys. Because I know you can handle it, I know you appreciate it, so that’s the game plan.
We just got back from a week long family vacation and the week prior to that we had 50+ staying at my house for another family reunion, so it’s been two weeks of family and not a lot of chance to work. So I’m heading into the office right now and I’m really, really excited. But I wanted to talk to you guys about was a thought I had as I was driving home from Bear Lake, which is on the Utah/Idaho border, back here to Boise. So it’s probably, I don’t know, if you’re driving by yourself maybe 5 hours, if you got kids that got to go to the bathroom every 15 minutes it’s 8 hours. I don’t know. Somewhere between 5 and 8 hours to get home. And our kids actually did really, really good this time. But as we were driving, you have a lot of time with your thoughts. My wife and I talk for the majority of the time, but after 8 hours or whatever, sometimes you run out of conversation. So I was just sitting there thinking and what I starting thinking about was kind of cool. I was thinking about how many people have ever lived on this earth. And it’s a lot, right. I’ve read different people with different opinions. I think right now if you look at how many people are on the earth, I think it’s close to 7 billion. So that’s a lot of people, right.
But if you think about all the people who have lived since the beginning of time. Since Adam and Eve first set foot upon this planet. I think the number estimates I read were in the 80 or 90 billion people. That’s a lot of people. 80 or 90 billion people have graced this planet, since the beginning of time, and everyone kind of had a shot. We all come on this earth and it’s interesting, it’s almost like, I’ve been thinking about it recently, it’s almost like, not a mousetrap, but something like that. We enter this game, we enter this thing and I believe, maybe I’m wrong, but I believe that we have a Heavenly Father who loves us, who brought us here and placed us here on this earth, and I think that everybody was given different challenges. Now by different I don’t mean bigger or smaller, in fact I believe that when this whole earth life is over we have a chance to look back, I think that we will all be shocked at how similar our trials were in severity. I just think that, again I believe there’s a grand architect to this world, to this life. So I believe that nobody….from the outside it will look like this person was born with a silver spoon in their mouth, or this person lives in Kenya and has a horrible life, everyone’s got different things. But I think that we all entered the game and each of us are given different trials and things and I think that we’ll be shocked when all is said and done at how similar everybody’s trials were in severity.
And again, sometimes you may think, oh this guy’s rich, so he doesn’t have any issues. But I guarantee that person who has a lot of money is dealing with all sorts of other issues and people that have no money are perfectly fine with other things. I think that it’s going to be shockingly similar if and when we have a chance to all look back on it. So there’s kind of my belief pattern. So through that lens I was looking at this, 90 billion people come to this earth and when we come here we each get different tools. We’re all born the same. We all come out of the womb and we’re butt naked, we’re crying and we’re all identical, but obviously we’re in different situations. Different parents, different situations, different lifestyles, different religions, different parts of the world. So everything is different, but we all come into this world and we’re given initially, a set of tools. And then we have this little window of time to see what we’re going to do with and the windows not very big, it’s really small. Think about the 90 billion people. All of them who are now dead came to this earth like, “Oh the world’s in front of me.” And then they’re dead, they’re gone. They don’t even exist anymore. The only people that exist are the 7 billion or so that are still here today.
And every day there are probably hundreds and hundreds and hundreds of people that disappear, their window ended. My window might end today, it could literally end in the middle of this podcast, for all we know, we don’t know. We had a guy on our team just a week or so ago, who was driving home, a young guy and had an aneurism while he was driving and wrecked the car and died. Boom, gone. The window was closed. We all have this little short window, and I was thinking while I was driving home. I’m in the middle of that window. I am right now, in the middle of that experience. It’s my turn. This is my experience. And 70 or 80 or 90 billion people have already gone through that and it’s come and gone and it’s over for them. And I started thinking about that movie, Dead Poets Society, I remember that movie was super slow and boring, but there was one scene in there and I just loved it.
It’s when the new kids came in, Robin Williams is their teacher, and he takes them into the hallway and he shows them the picture on the wall and it’s black and white and it’s all these people. He said, “look in their eyes. Do you see that in their eyes? That’s hopes and dreams and desires and passions and things that they want to do and things that they want to accomplish change the world. And you see it in their eyes.” I can’t remember the words, but its like, “These guys are dust now. They’re dead, they’re gone. Their shot, their window is over.” And then he’s like, “They’re worm food now.” Or something like that, “But if you listen carefully you can hear them say something.” And then he says, “Now listen closely.” And they all lean in and then Robin Williams in his voice goes, “Carpe diem. Carpe diem. Seize the day.” And that was the message from this group of people who have died, calling from the dust saying, “Look, this is your shot, this is your window. You’re in the middle of it right now.”
So you can go watch TV or go and slack off or whatever or you can seize the day. You can take this life and this opportunity, this window that we have and do something with it. And I was just thinking about that, I’m like how cool it is, I’m driving home and I’m in the middle of it right now. It’s going to be gone soon. Could be gone tomorrow, could be gone a year from now. I don’t know when. It could be gone 100 years from now, but I was saying on my best guest-imates, you know right now, I’m 30…..I don’t even know how old I am, 30 something, 36. So let’s just say I live to be close to 100, I’m a third of the way through this life. And the last third you are pretty much just hanging out. I assume, I don’t know, maybe not. I’m in the middle of it, this is it. So I was thinking. What do we want to do with this time? I feel like I have these hands, I’m looking at my hands right now, and hopefully you guys are as well. I’m looking at my hands and these hands that we have, these are tools of creation. We can create anything we want. You can literally create life, we can create families. My wife and I created 5 little amazing kids. I’ve created a business, I’ve created, you know I look at my yard, the things we do in our yard. We’re creatures who need to create. That’s what one of our instincts that God gives us is, we’re given these hands and this thing to create.
So I was thinking what am I creating right now? What am I creating that’s not just for me? It’s always like, I want to be happy. That’s important, but a lot of times we can be happy at the expense of other people, right. It happens all the time, it’s a sad thing and it’s a selfish thing. So it’s not how can I be happy? But it’s how can I create stuff that makes other people happy? And by doing that I’ll become happier, it’s just how the laws of nature or whatever you want to call them, how they work. And I started thinking; we’re in this time where we get to create.
So my question for you is what do you want to create? You’re in the same spot I am. And maybe I’m a year or two ahead of you or maybe I’m a year or two behind you, I don’t know, but you’re here on earth and you’ve got hands and you’ve got a mind, you’ve got the same opportunities, the same ideas, you’re exposed to the same things I am every single day. I’m trying to create my own world, and I’m trying to create things for other people, and I’m trying to create something that makes this world a better spot when I leave and I hope you are too. I hope you’re thinking through that. What is it you want to create? Because everything’s kind of make believe. I’m going to the office today, and I can sit down and think, what do I want to create? And I can create whatever I want. Maybe people will like it, maybe they won’t. I hope people will like the stuff but a lot of times they won’t. But that’s our opportunity and I think when you look at it from that lens, “We’re here on earth. A loving heavenly father put us here. He’s giving us all trials and challenges that are all different, but in severity they’re probably all the same or very close.”
And you’re somewhere in this journey and you could be a third of the way through it. You could be half way, you could be three fourths, but regardless, we’re all going to go in today, we’re all going to look at similar computers; we have the same assets and resources at our fingertips. You’ve got Facebook, You’ve got Google, I’ve got the same things. And we’re going to try to create stuff that helps serve other people. And I hope you take advantage of that. Because as I was driving home the other day, I was just so excited for that opportunity that I have and grateful for it. And I just wanted to kind of share that with you guys today because I thought it was important and I think it matters.
It was funny because I got home that night and I tried to Snapchat that in 10 seconds, and I shared it really quickly and took me probably 40 seconds to do it, and now we’re at 10 minutes in. I feel like I need at least 10 minutes to explain that and hopefully get that message through to you. Anyway, with that said, I want you thinking about that, thinking about two things. Number one is that now is the time to create. You are in a spot in your life where you have this window where you have the ability to create things for other people that will change their life in a little way and by doing that you will have left an impact on the world and that is where I think the true happiness you will feel comes from. Not from you making yourself feel good, but from you helping other people and that in return will make you feel true joy. And that’s what’s so cool.
So there you go you guys. It is time to create. Carpe diem, seize the day. Don’t wait any longer. Turn off the TV, get off of your butt. Quit goofing around, let’s create something that helps somebody else and if you do that you’ll be rewarded. Zig Ziglar used to say, you can get anything you want in this life, as long as you help other people get what they want.” And I believe that is extremely true. Now is the time you guys. Carpe diem, seize the day. Alright, I am out of here. I’ll talk to you all tomorrow. Bye everybody.
Let me walk you behind the scenes of the Biohacking Secrets sales funnel’s numbers.
On today’s episode Russell walks you through the math of internet marketing and how you can test a products profitability. He uses the recent launch of the Biohacking Secrets funnel as an example.
Here are some interesting things to listen for in this episode:
So listen below to find out how Russell tweaks things to make sure his products are always at break even.
---Transcript---
What’s up everybody? Good morning, I hope I woke you up. Welcome to Marketing in Your Car. Alright everybody, I hope things are going amazing for you all today. I just wanted to jump on today, headed into the office, I’m just about to…I’m so bad at preparing. I have a webinar in 40 minutes for the network marketing group we’re taking through Clickfunnels. So I gotta get in and get that all prepped, and then I’m doing a webinar for Clickfunnels today. And we got some Jiu Jitsu practice tonight. And talking to Robert Kiyosaki’s people today. So a lot of stuff, I’m excited.
But what I wanted to talk to you guys about today, is something even more important. It’s one of those things that’s my favorite part in the funnel building process. It’s the part that stresses most people out. So typically we create a funnel, we do our best foot forward, and then we launch it to the world and wait to see what happens. And this is where most my Inner Circle people freak out. Like, “Oh Russell my funnel didn’t work. This is a scam.” No just kidding. They don’t say that. A lot of people probably think of the Clickfunnels community or whatever, they launch something that doesn’t make money over night. And they’re like, “Oh this funnel thing doesn’t work.” So it’s always kind of funny.
So I want to walk you through what’s been happening with the Biohacking Secrets funnel. Because we’re going through that phase right now. We officially started launching it actually about a week ago. I think John’s spending about a hundred dollars a day just driving ads and seeing where things take out. So this is the thing normal people, they drive ads for like….they do one of two things. One they drive ads for a day and they’re like, “Oh, it didn’t work.” And they freak out and they want to shut it down. Or number two, they drive ads for like 2 months and it doesn’t work and then they come back, “I spent 20 grand and I didn’t make any money.” I’m like, “Dude, why did you not stop?”
So this is how we do it. We drive some ads, 100 bucks a day or so for about a week, just to see. So we’re spending $500-$1000 to kind of get some initial data and see what’s happening. So from that, yesterday we had a call with Anthony, he had looked over the numbers. The numbers were basically this; we were spending on average about $20 on Facebook ads, giveaway a free book. Some sources were cheaper, some were more expensive, but as a whole about $20 per book. That was the average. And then our average cart value, so that’s the first metric, which is the key. It’s the cost to acquire a customer. So if you’ve ever watched Shark Tank they always say, “So what’s your cost to acquire a customer?” And none of the entrepreneurs ever know, because the entrepreneurs are typically idiots. They don’t pay attention. “The first number you have to know in your business is ‘what is your cost to acquire a customer.” So I get a baseline cost to acquire a customer from that initial first week test. So boom, that’s my trick number one that I need to know.
Then metric number two that I need to know, what is my average cart value? So from every person that buys a front end product, what’s the average, how much money do they spend? So all you do is take all the money you’ve collected from this campaign, divide it by the number of front end sales you have and that gives you your average cart value. Are you guys impressed? I’m like a mathematician over here. Says Russell, who barely passed math in high school and college. That give’s your average cart value. So our average cart value is $17. Alright so, wherein lies the issue my friends, if you’re paying attention. We’re spending $20 to acquire a customer that’s worth at point of sale $17. Now obviously, long term customer value, lifetime customer, all that type of crap is good to know. Yeah, we may have lost $3 on every book we sold, but you know, people are always leaning on long term customer value, the lifetime value of a customer. The LTV, and those things are good to know, but for me when I’m building a funnel I don’t care about LTV because I want to funnel it so that it at least breaks even up front, otherwise it’s not worth running for me. And that should be kind of the case for you as well. Yeah, lifetime value is cool, but don’t make that a metric you drive your business on right now. Because it’s just stupid, otherwise you’re just gambling, hoping that next year you’ll make more money. Which you will, but I want to be break even at point of sale, otherwise it’s not worth it.
Alright so right now, we’re not at break even. We’re losing $3, plus we also had the book printing, plus shipping, so another probably $10 on printing and shipping. So we’re actually negative $13 on every book we sell right now. So we’re not at break even. This is when we’re all like, “Ahh, this sucks. I spent all this time and effort. I quit.” But instead you look at it and say, “Okay, let’s look at all the pieces.” There’s only 3 core drivers in this thing, maybe 4. So the first one is the ad cost, right now most of our sources, we were spending, like I said on average $20 to acquire a book customer. Usually from static Facebook ads. One thing I’ve been doing in my business that’s been working really good right now is Facebook Live. So I said, “Hey Anthony, do a Facebook Live that we can then drive traffic to the book through Facebook Live.” So he did that and low and behold, first test was amazing. He dropped from $20 to acquire a customer down to the ads coming through Facebook Live, were $6. Huge, huge, huge difference. So we told Anthony, “Every single day now you are going to do a Facebook Live.” And all of them are pushing to the book offer, and when they’re done we’re going to put $5-$10 in advertising behind it and the ones that take off, we’ll then ramp up advertising and the ones that don’t we won’t.So that’s the thing about Facebook Live. Some videos hit and some don’t. So the key is doing one a day and put $10 behind each one, and the ones that get some traction and dump as much money as you can behind them. So that’s number one. So that’s lowering the cost to acquire a customer.
Our number two metric was conversion rates on the landing page. Our conversion rates weren’t bad, I was pretty happy with them so I wasn’t stressing about that. But the order form bump conversion rates were lower than I wanted. Right now we’re at 11%, we’re taking the order form bump. So I looked at it and I think the copy and stuff I had was confusing, so what we did was simplify the copy, simplify the message and made that easier. So I don’t know what the conversion on that yet, will be. We’re going to run this for another week. But my goal is to get that from 11% to about 20%. If we get that to 20% that alone will get us to a break even funnel. Especially considering the cost to acquire is dropping due to Facebook Live. So that’s a big thing.
Then the second metric was our upsell rate. Our upsell rate sucked. It was real bad.So I looked at that and said, Okay, right now the upsell was selling for $197 and it’s a weight loss, biohacking weight loss course. Okay, the conversions are horrible. What do we need to do? Well, I think the pitch was wrong. So I just re-recording a pitch myself and threw it in there on behalf of Anthony, we plug in some b-roll of Anthony and me, and we had took an outro from him. So we had to tweak the pitch which is much better. So that’s number one, and then changed the pricing strategy from $197 up front, to basically made it where it’s a free trial. You just say yes, and they’ll just get it all right now, and then 7 days later you get billed $97. Or you can save $20 and get it for $77. So we changed the upsell pricing strategy to that as opposed to the straight $197. And it’s funny because I think Anthony was worried. “Man, if we drop the price, are we going to make so much money.” And I was basically like, “Think about it this way. At $197, if we’re getting 1% conversion rate, 1 out of 100 are buying it, it’s only adding $2 to your average cart value if you get a 1% conversion rate. When it’s $97 we get a 10% conversion rate, meaning 1 out 10 people are buying it, it means…”Let’s see what’s the math on that. That means we’re making….At $100 we’re making $10, so that increases our average cart value by $10 per person. “If we drop the price in half we get a conversion of 10% that changes the whole metric. That adds $10 average cart value on every single person.” I think the math’s right. I might be wrong. Good chance I’m wrong. But conceptually I hope that makes sense.
So we made those little tweaks and now we’re doing the next tests. So we’ll test this next week and we’ll look at the numbers again at the end of that and see where we’re at. And hopefully between lowering cost to acquire, increasing the order form bump take rates and increasing the upsell take rates, we will be at break even or profitable. And the second we’re at break even or profitable, now we’ve got something that we can grow and we can scale and we can have a lot of fun with. So there you go. That is the magic of internet marketing math. I hope you guys enjoyed that. Have some fun with that with your next funnels and we’ll talk to you guys all again soon.
How showing us consume our own products is driving revenue.
On today’s episode Russell talks about how doing Funnel Fridays has helped show people how to consume Funnel Scripts and has ended up helping tremendously with sales. He also tells a funny story about a product launch with an unexpected problem.
Here are some cool things to listen for in this episode:
So listen below to find out why you should be watching Funnel Fridays and why you should be doing something similar with your own business.
---Transcript---
Hey everyone, this is Russell. I hope you guys are doing amazing. Welcome to Marketing In Your Car. Alright my friends, I’m on the way to the office for a quick one hour session. It was 4th of July yesterday, we had an amazing time blowing up more fireworks than most people should probably ever buy. Someone told me that that’s the closest thing to lighting money on fire, but I tell you what, it was worth it. We had a great time, we survived. All of my 50+ family members, almost all of them left now. There’s a moment when things just slowed down, so I’m heading to the office to bust out a quick few projects real quick. Then I’m back to playing with the fam.
But as I was heading out I wanted to share with you guys something that’s really, really cool. Amazingly cool. Something that I think all of you guys should, really should be doing in your business. It was something we kind of stumbled upon. Let me tell you the back story. So here’s the epiphany bridge for those that pay attention. I always talk about my webinar model, where it’s like, Monday, Tuesday, Wednesday, Thursday promote the webinar. Thursday do the webinar. Friday, Saturday, Sunday follow up and keep that process, right? What about all the unconverted leads, people that don’t buy, what should you do with them? So that’s kind of what this concept stems from. People didn’t buy the webinar for whatever reason. Sometimes they come around and buy later and things like that. But how do we get them so that they’re buying all the time?
So that was kind of the initial question and I heard John Lee Dumas talk about how he does these webinars on Friday, he just talks all day Friday. Talks for 2 or 3 hours and just pitches all those unconverted leads on this thing and makes a hundred grand every single time. And I was like, or you know, I don’t know. Maybe it was 50 grand or 10 grand. I don’t know, but that’s what he was doing every Friday for a while and I was like, that’s kind of cool. So we bought the domain funnelfridays.com and got a sweet logo made and I was like, “Every Friday I’m going to do some Funnel Friday thing.” And that was kind of the idea and then it sat there for like 8 months. Logo design and everything, it just didn’t do anything.
And then one day Jim Edwards called me on the phone and was like, “Hey we sold a lot of Funnel Scripts, we should keep selling Funnel Scripts, because right now nobody’s buying it. What’s the best way to sell more?” and I was like, I don’t know and we were kind of trying to think through things. And then I was like, “We’re thinking about doing this thing Funnel Friday where I was just going to build funnels and let people watch me. Do you want to be on that show and then you can do the script part of it and just I don’t know? It’d be kind of fun.” And he’s like, “Yes, let’s do this. Let’s set a date.” Which was a good thing we did, because the day was like 6 weeks later, but we put it on a Friday. We were like, “We’re going to do this Friday Funnels.” Yeah Friday Funnels. I get the domain messed up. Anyway, 6 weeks later, finally I show up that day and it’s like the day before and it’s like, “Oh crap, we’re doing this tomorrow.” “What should we do.” I’m like, “Let’s build a funnel. I’m going to build it in Clickfunnels, you’ll write the script in Funnel Scripts, you’ll give it to me and we’ll plug it all in, and we’ll show people us building a funnel.” And he’s like, “How long is it going to be?” And I was like, “I don’t know. It’d probably be cool if we made it like we had some kind of limits on it. So it wasn’t just Russell building a funnel for 3 hours, because as cool as that would be for me and the two people that would like to watch me build funnels for 3 hours a day.
Oh man, I think I just got walkie-talkie’d by the construction lady with the sign. Hope there’s not a cop on the back end of that. Anyway, sorry. There’s construction, I’m just driving too fast through it.
So anyway, I was like, “I think it’d be better if we had constraints, because constraints make things interesting.” When there’s no constraints on it and you’re just doing something, it’s not as interesting. So I was like, “Let’s do a 30 minute timer and let’s try to build a funnel. So that was kind of the concept. So we went the first time and we started building a funnel and I did it in 30 minutes. Anyway, I got one of the 6 pages in the funnel done and it was really, really hard. The next week we did another one and I got a little bit closer. And the third week, I think we’ve done…….I can’t remember if it’s 3 or 4 weeks now. I think we’re on 4, I think this is our 4th week. We’ve had people send packages of what they want us to build. And we’ve done Facebook Live ahead of time and opening up packages and letting people vote on which product they wanted to see on Funnel Fridays. Just a whole bunch of fun things around that concept and every Friday we’re like, “Hey we’re building a funnel, come hang out with us live.” And people would show up, and it’s pretty cool.
Now a couple of little tweaks. W’re doing ours on Google Hangouts. If you go to the page you’ll see it there and all the back shows are there as well. So it’s happening on Google Hangout, and we drive our email list to promote to that. So there’s traffic coming from that. And now that we’re kind of building our YouTube subscribers, there’s a little traffic coming from that. And the other things is Facebook Live and Periscope. For some reason, I don’t know why, but I’m grateful for it. Facebook Live is amazing right now. I did a Facebook Live yesterday and within 24 hours we had over a million people reached, it’s crazy. I think that they’re really rewarding people right now, because they want people on Facebook Live because they are trying to beat out Periscope and the other ones.
Anyway, there’s a little hint. Strike while the iron’s hot, because that window won’t be there forever. I remember with Google Hangouts for a while it was the same thing. You do a Google Hangout on any topic and you’d be ranked on page one of Google the next day. So that window, that ship kind of sailed and disappeared, but that’s how they were trying to get people to do hangouts back then. Same thing, they’re trying to do with Facebook Live. So they promote things. So what we do is, I’m doing it live on Google Hangouts, then Steven on my team, he’s got Periscope and Facebook Live recording on my phone, so he’s recording behind the scenes of us doing it. So we’re recording that, a piece of it.
What’s crazy is that Facebook Live version goes crazy viral. Part of it’s because we’re on for about an hour. 30 minutes of me building, but there’s build up time and post time and talking and having fun and banter. So it’s about an hour. So because of that there’s so much interaction that happens during that hour that Facebook boosts it high. Anyway, it’s crazy. So we do it, basically, Google Hangouts is showing us using the product, Facebook Live and Periscope show behind the scenes of us doing it. And we kind of promote all those things like crazy. And when all is said and done, after Friday’s show is done, we’re getting half a million + people to see it on Friday, between the reach and emails and everything like that. It’s just crazy.
So we’ve done it for 4 weeks now. Is that what I said? 4 weeks, 1,2,3,4. And I have no idea if it’s sales were good or bad. We’re doing it because it’s fun and hopefully people will like it. Luckily every single week it’s been more people showing up. So there’s some cool stuff there. But after Friday’s last show, Jim was like, because Jim and I are partners on Funnel Scripts, so he gets half the money on everything it makes. And he was just, he said something like, “Man, I’m glad I hitched myself to you and to the Clickfunnels bandwagon.” Or whatever. And I was like, “Oh yeah. How are sales doing? I haven’t even looked yet.” And he said something like, “Mama’s really happy.” And I was like, “Really? How are we doing? I have no idea. We haven’t promoted it, been in a webinar. There’s an auto webinar page there and we talk about it during these shows.” So I went back to look at the stats, and that product alone had sold over $117,000 worth in the last 30 days. Primarily, I mean we drive a little bit of Facebook ads and stuff, but primarily from this live show. And it’s crazy. I don’t even know how much Clickfunnels sells, or Funnel University or the things we talk about, but that one specific, $117,000 came from us not selling, just consuming the product and showing people how we consume the product. Is that crazy?
So my big moral, I hope you guys are seeing this trend in the back side of my marketing, because we’re doing it a lot. We’re trying to show behind the scenes of everything. As you know we’re doing a reality show, filming behind the scenes of behind the scenes. The more I’m trying to get people engaged in the process of what we do and not just the end product of what we do, but engaging people in the process, the better it’s been. How do we let them experience us consuming our products? Because we’re the hyper users so far. I’m consuming this product and I’m obsessed with it and I’m showing you how excited I am. And I’m actually consuming it on a regular basis and they get to peer through the screen, look over my shoulder and watch that process. It gets them wanting to consume, it gets them wanting to use it. So instead, for us not selling anything, just showing people how we consume our own products, that one product alone $117,000. My guess between Clickfunnels and some other stuff we’re probably a quarter of a million dollars or more and we haven’t sold anything yet. We’re just showing us consume things.
So I want all you guys thinking about that. What is it in your business that you do? Most of your customers probably see the end result. The product that you are handing them or the software tool your handing them or whatever. They don’t get to see the process. So how can you show them the process? How can you use something like a weekly show where you consume your products and show you actually using them? Anyway, it’s doing some amazing things for us and that’s why I’m excited. I wanted to share that with you guys. So if you want to see the process we’re doing, go to funnelfridays.com to kind of watch the process and be engaged with it. But then feel free to model it, funnel hack it, whatever you want to call it in your own market because it’s working like crazy. Bring them in behind the scenes you guys.
I started saying this a couple of months ago and I’m going to keep saying it, the more we open up the back end of what we’re doing, the more people will become engaged in the process. At the mastermind meeting I mentioned that this whole concept. We’re talking about building our culture and how do we open things up and I talked about how when your customers are experiencing, are part of the process of your creations or the things you are making, the big takeaway is that now it’s not like, “Oh this is Russell’s company.” They look at it differently like, “This is our company. This is part of what we are. This is our movement.” It’s making them engaged.
I remember thinking about this. This is probably 8 or 9 years ago. One of my buddies, Anik Singal and I had both, I hope he hears this it’ll be kind of funny, had an idea for a product and both of us, we called ours Affiliate Inferno and he called his Affiliate Manager something, and both of them are the same concept like, how to build an affiliate program to drive traffic. The greatest way to drive traffic in the world is building an affiliate program. So we both had this idea and I think we both knew we were going to create something but we didn’t know when, and I remember, Stu McClarin was my partner on the project and we had had a call that day. Me and Stu picked a day. We’re going to do our pre-launch here and our launch here and had everything mapped out. And that same day Anik Singal called me and was like, “Hey man, I’m launching my thing, here’s my day and my thing.” And it was the exact same day as mine. I was like, “Oh dude, we honestly have the exact same dates for the exact same product and we’re competing for the same affiliates.” I was like, “I don’t know what to do. I can’t move mine. It’s in process.” He’s like, “I can’t move mine either.” And I’m like, “Well, this sucks.” I was like, “Alright, well good luck.” And he’s like, “Good luck to you too.”
And we were both competing for primarily similar products, but going after the same partners to help us promote it. So I didn’t know what to do I was just like, this is going to suck. So what I did, I called a couple of my friends up. I didn’t get…..it’d be fun to actually look back in the books now and see how much our launch did vs Anik’s and just see who ended up getting more or less. I mean, I don’t know. He had a lot of people on his side, I had a lot of people on my side. Everyone kind of took sides and did it. The one interesting thing, I remember I called a bunch of my friends. Mike Filsaime was one of them for example, I was like, “Hey Mike, this is what happened. What would you do?” So Mike went and consulted me through what he would do if he was me in this situation, which was awesome. I got consulting from him and I was like, oh cool. But what was cool is because he was consulting me and he was the one coaching me through this process, when it came to who was he going to promote, he promoted me. I believe it was because he felt part of the process of my product and not Anik’s.
He had this piece of that role out, and because he felt ownership in that, he participated in it. So the lesson I’m trying to share with you guys is if your customers feel ownership in the creative process you’re going through as you create your products and services and you’re doing things, they are going to be way more likely to purchase those things in the future. They are going to be more likely to view you and your company not as your company vs. their…customer vs. whatever it’s going to be their company with you, which is cool.
Anyway, I hope that gave you guys some value. It’s some of the ninja cool stuff I’m thinking about a lot recently and having a ton of success with it. I think it’s exciting. So that’s it. I’m at the office; I’m going to go get some stuff done. Have an amazing day you guys and I’ll talk to you all again very soon, bye.
If you can use this one secret, you can sell anything.
On today’s special LA version of Marketing In Your Car, Russell and Dave Woodward talk about how Russell nearly spent $33,000 on a rare copy of The Book of Mormon and why he felt like he had to have it.
Here are some fun things to listen for in this episode:
So listen below to find out what kind of stuff Russell buys on Ebay and why he’s willing to spend some serious cash on a book.
---Transcript---
Hey everyone, this is Russell Brunson and welcome to a special California, LA edition of Marketing in Your Car. Alright guys, I’m here with Dave Woodward tonight. How you doing?
Dave: Hello.
Russell: We just got done at Tai Lopez’s house, filming a bunch of video promotions for the big promotion I’m going to do for Clickfunnels next week. Last webinar promotion they did, they did 1.8 million dollars. So it was worth flying to LA to contact some of your dream 100 to get them to hopefully make you at least that, if not more. Actually our goal is more, we’re going to try to do 2 million bucks, which would be amazing. Then tomorrow at 9:15 in the morning, we are going to go film with Marcus Lemonis, an episode of the Profit. How insane is that? People always ask me if we’re on the show as a business. No, we’re not on the show as a business. There’s another business, we’re coming in as the internet dudes, funnel dudes. It’s going to be so crazy.
Anyway, we wanted to do a late night impromptu Marketing In Your Car because I just had this crazy powerful marketing experience. I was telling Dave what happened and then we both at the same time we were like, “This needs to be a podcast.” So on Ebay today…..Most of you all should know at this point in life, or in the podcast, that I am a Mormon, if you’re not, I drop it all the time. I’m not shy, but proud as can be. So you should know that at this point. So in the Mormon faith there’s a book called the Book of Mormon. Oh, that’s kind of, pretty complex, right? So there’s this book that is amazing and in 1830 was the first printing of it, and there were 5,000 copies printed. It was cool because it was printed, instead of like, if you look at it today, it looks like scripture, chapter and verse. But this was like a novel, like a book. There was no chapter or verse back then when it was first printed in the 5,000 copies. And probably today there’s only, they speculate there’s only 500 of them still in circulation, the rest have been destroyed or whatever. They’re gone.
A couple of years ago I saw one on Ebay that sold for $120,000 and I was like, “AHHH! How cool is that?” Anyway, I only go to Ebay once every 4 or 5 months, and when I do I go and search for every term on Earth that I’m interested in and I end up spending way too much money. So I search for, should I tell you the terms that I search for? Is that interesting?
Dave: Yes, it definitely is.
Russell: Matt Furey, Farmer Burns, rare LDS, rare Mormon, rare marketing, Dan Kennedy rare, Tony Robbins rare….Anyway, these all….
(crossover talk)
Russell: Now you know what I’m looking for. But I always, those things I always search for, Jay Abraham rare, Chet Holmes, looking for things I don’t own. So I always look for things rare or unique. Anyway, so that’s the stuff I’m searching for, and then I always search for 1st edition Book of Mormon, because who knows? Last time I checked, earlier this week there were two. One of them was listed for $70,000 and one was listed for $33,000. I’m like, “$33,000, that’s 90 grand discount from the other dude who bought one a couple of years ago when I saw it.” So I’m like “How cool would that be?” Then I’m like, “I’m not going to pay $33,000 for a book. That’s completely ridiculous.” But of course there’s a little watch button, so I watch it. I’m like, I’m just going to watch and see how much some dude ends up paying for this book. So I’m watching it, and I’m looking at it and every day I go back and then Ebay texts you on your phone. Like, “Hey somebody else looked at it, you should go look again.” So I’m like, okay. And I go look again and all these things to get me engaged in the process. Finally one day a couple of days ago. I looked down and there was this spot to buy it now for $33,000 and I was like, “Oh my gosh! Someone’s going to get this for $33 grand.” And they had a button next to it that was like, you can make an offer. So I was like, I’m going to make an offer. So I made an offer that is ridiculous when you think about, it’s a book, right?
Anyway, I was like, I could realistically justify this, so I put in an offer for a price, and then an hour later, he rejected it. I’m like, “Dangit, how did he reject my price.” That was a lot of money for an old book that’s falling apart. I’m like, dangit, so I’ll just wait. Then I’m about to come here to LA, so I look down and there’s 4 hours before the auction ends and I’m like, “Ahh. I don’t really need it.” And I’m sitting there talking to Brent and Steve and a couple other guys in the office. I can’t remember who it was, but we were talking like, “Can you imagine how cool it would be to have that book and read it to your kids. Let them hold it and then actually read the entire thing to them through one of the original books. One that Joseph Smith probably handled.” Whatever it was. And I was thinking about it, how cool it’d be just for yourself to read that and be able to read one from back in the day. I put myself.. I was thinking how cool that’d be.
I was like, “I have to have it now.” I told Dave, “I’ve now experienced that moment and it was amazing. And my kids haven’t had a chance to experience it yet and I want them to experience it so bad, because I experienced it and It was amazing even though it was in my head. But I imagined it and I want to have that experience with them now.” Anyway, long story short, I didn’t win the auction. No one did. It ended. Oh, I made a new offer. I made another offer that I was like, “There’s no way he’s going to say no this time.” Put that offer in and then he just ignored it. He didn’t reject it, just ignored it. I was like, he’s got to be playing a game. I’m sure he’s going to wait til….it’s like a game of chicken. Two guys are driving cars at each other and one steers off at the last second. I’m like, I have my bid in there, I guarantee he’s going to wait til there’s a minute left and then be like, accept. Because he wants my money, right?
So I’m waiting and waiting and then he doesn’t accept. And it ends. The auction ends and I don’t get the book. So now I’m like, he’s going to email me and be like, “okay man, I’ll take your offer.” And he didn’t for like 3 or 4 hours and I’m like, dangit. So finally I caved and wrote him, “hey man, what’s the lowest possible amount you’d take for that book?” So he may or may not write back. I don’t know. But the lesson, the moral of the story is if you can create a selling thing, where your customer actually visualizes themselves consuming the thing that you have. That happened to me when Brent or Steve, I can’t remember who it was, maybe it was a blend of this conversation. Talking, “Can you imagine reading that book to your kids and holding an original copy and letting them touch it and turning the pages.” And I did and when I had that vision in my head, I couldn’t get it out, because I wanted that experience. Because I experienced it already and I wanted to share that experience with other people but I couldn’t unless I consumed, unless I bought.
So think about that. How can you create in all that you’re selling, your webinars, your sales videos, your letters, your videos, everything you’re doing. How do you create an experience where they visualize it so strong that they can’t live without it? When you do that, that’s how you close book sales for $33,000 a book, which is insane.
Right now we’re driving up to the Bulletproof Coffee shop, I’m so excited. As you know now, I’m a Mormon, I mentioned earlier. I don’t drink coffee, but I’m a huge fan of Bulletproof stuff and last time we filmed Dave asked for his book funnel here, we ate at this coffee shop. They have food to die for. So we’re in LA, we just drove here and I’m about to eat everything on the menu, except for the coffee.
Dave: This actually goes back to having a cult following, because we drove half hour out of our way, just because it is that good, because we had one experience. Goes back to having an experience. We had the experience and we’re like, I don’t care where it’s at, we’re close enough we’ll find a way to go re-experience what we’d already experienced once before, because we craved it that much.
(crossover talk)
Russell: The crazy thing too is the first time we were here, we ordered one thing off the menu that was so good, that we ordered 3 more things for lunch, then we left and came back for dinner. We weren’t even hungry, but we did it again. I ordered 3 or 4 things because I wanted to try everything because it was such a good experience. So many good marketing lessons in this whole 7 minutes and 43 seconds you’ve been here with me so far.
Dave: Create the experience.
Russell: Create it, have them envision it. Have them experience it in their minds and then they will desire it in their lives. Alright guys, we’re out of here. Appreciate you all, have an amazing day and if anyone wants to send me some rare stuff from Ebay, now you know my keywords. Thanks guys. We’ll talk to you guys all again soon.
If you’re not happy with your opportunity…change the vehicle.
In today’s episode Russell talks about finding a vehicle that is able to take you where you want to go. He also discusses finding your superhero team that can turn into Voltron and take you to the next level in your business.
Here are some fun things to listen for in this episode:
So listen below to find out how Russell is able to be so successful.
---Transcript---
Good Morning everyone, this is Russell Brunson and welcome to Marketing In Your Car. Good morning, good afternoon, good evening wherever you’re from, wherever you’re at right now in your life. I am on my way to the Clickfunnels Certification Program, so I’m excited. We’ve got about 20 or so Clickfunnels people who are all going to be there. The way we have certification is setup, we kind of learned something the last time we had certification, the first one. We sold it, we had like 100 people come, they all came at once and it was really hard to facilitate and manage, the weirdest thing is, I think it was a 4 or 5 day event, we had everything planned, and I was excited because I was going to be like, this….and as soon as we got there we realized, one of the first question I asked was, “Who here has never logged into Clickfunnels?” and half the audience raised their hands. Are you kidding me? And then the other half was super advanced. We had this really weird thing where I had to be teaching beginner stuff, while keeping stuff interesting. Anyway, we had the event, it made it kind of hard, we had some ups and downs and I had 2 yahoo’s that shouldn’t have been in the room that made it more difficult on me. It’s one of those fun things you get when you jump right into something. But as a whole it went really good. One of our biggest takeaways afterward was, we need to have people go through a pre-program before the show up, so that way everybody is on the same page.
We’ve had about 100 people who were eligible to come to today, only about 1/5th of them, 20 of them or so, have finished all the homework assignments up to today so they were able to actually come. It kind of makes me smile, dude, everybody, you all should have been here. We thought we’d have closer to 50 people. But there is the human nature. And some people obviously couldn’t make the dates of the event and stuff like that. That’s kind of what’s happening. So I’m heading in there today. What’s cool is now we’ve got Norah, who is amazing. A thousand times cooler than me, she is actually running the whole certification program now. I get to come in and talk this morning about some cool stuff and then she’ll be running the rest of the event which will be pretty awesome.
Anyway, I’ve got a lot of cool things that I’ve been mapping out this morning trying to figure out what could be the best thing I could give everybody and make it inspirational and motivational, but also the tactful things you need to go and implement and stuff. So the presentation called the Anatomy of the Successful Funnel Consultant, and it’s pretty cool so I’m going to share a couple of things that are on the top of my head as I’m driving in. I can’t go deep on everything because it’ll take me 2 hours. Some of the fun things, one of the things that I’m going to talk about, that I think is interesting is just the level of the opportunity that you’re in. I’ve done a podcast on this back in the day, for the hardcore fans who’ve listened to everything, if not, you should go binge watch it all, and catch up. Anyway, it talked about level 10 opportunities, it’s interesting a couple of my friends here that go to church with me, so we moved to a new area, which is a little more affluent, bigger homes,, bigger things, so it was kind of like, when you go to our church, the way Mormon church’s work, we have things called Wards. Wards are all the people geographically close to you. So in our Ward, all the people who live close to us all go to the same ward. So it’s interesting, you go there and everyone there is like a doctor, or dentist, or an entrepreneur, or a blogger, or a network marketer, or a builder, they’re all business type, or people that…higher income type people. They’re just kind of cool.
One of the doctors, I don’t know, I love the doctors, one of them is usually funny. We went and hung out with him and his wife and they were talking about how, “In this ward, in this area, we’re the, the doctors are like the welfare, because you have all the entrepreneurs who are making crazy money and the doctors seem like the poor ones.” Which is kind of a funny thing. Then one of the other doctors I was talking to, he kept asking me, “I don’t understand what you do? I went to school forever, I cut people open, I operate on them and do all these things and you’re obviously making way more money. I don’t understand it.” We got into this debate and he’s like, “How are you that much smarter than me?” and I was like, “Are you kidding me? You think I’m smarter than you? Dude, you’re a freaking doctor, you cut people open. They could bleed out on your table, you’re dissecting arteries and gluing them together and doing all sorts of….you are way smarter than I’ve ever dreamt of being. It’s not even a remote conversation. Put two of us in a room, ask anybody. You’re way smarter than me. The only difference right now, the reason why I’m able to make more money than you is not because I’m smarter. I would argue that day and night, that you are way smarter than me. The only difference is the vehicle that I chose to apply my knowledge in has the ability to make more money. That’s it. I probably spent as much time studying marketing and sales as you have doctor stuff, that’s the official term, the only difference is the vehicle.”
That’s what’s so cool about this whole, I was thinking through this with these funnel consultants, is just you’re going to have to put in time and effort and energy and work, it’s not just a slam dunk, easy thing over night. It’s not hard, like going to college. You got to go for 6 years and hope to figure something out. You can figure it out in a couple of months, but there’s effort that goes into it, but the power in it, is the fact that the vehicle you’ve chosen, has the ability to generate lots of money. People will pay $10, 15, 25 thousand more for a sales funnel. The vehicle you chose is the right vehicle. Now it’s like, I get really good and focused on driving that vehicle and doing a good job with it. So for all you guys, and I know a lot of you guys listening in, aren’t funnel consultants and things like that, what makes for me at least, makes me think about the vehicles we choose. Is the opportunity you’re in right now with your business, is it the right vehicle. Is it the vehicle that has the ability to get you where you want to get in life. If not you should go get a different vehicle, because there’s tons of them.
There’s so many opportunities. That’s the biggest problem for me. There’s all these vehicles people are handing me and I’m like, “oh, I could drive that one, or I could drive that one. They’re so cool. All of them are so cool.” But when you find the right vehicle it can grow exponentially. In the podcast I did a little while ago, I was talking about one of my friends, named Bill Harrison, we were in Kenya together 3 or 4 years ago. He was talking about this concept, he said, I think the company that he owns right now, I don’t know their numbers, but I think he said, “We do somewhere between 5 and 10 million bucks a year. “ If you know this guy, he’s one of the few people who geeks out on marketing as much, if not more than me. I haven’t been to his house, but one of my friends was at his house, and he’s a single dude, he said the whole house is like, every room is book shelves from floor to ceiling. You walk in and see the chair and there’s like a stack of 30 books on each side of the chair. This dude is hard core and he told me, “I feel like I have a level 10 understanding of marketing in sales, but I feel like I’m stuck in a level 3 opportunity. I can do whatever I want, but I can’t scale past this size, because this is the size of the vehicle that I decided to choose. I’ve had friends that don’t know that much about marketing and sales, and they’re not that good at business, but they walked into a level 10 opportunity and they’ve sold companies for hundreds of millions of dollars.”
So part of it is looking at, it doesn’t matter how good you are at the thing if the thing is only this big. If the vehicle is not bigger than that, you are stuck at your limit and you can’t get any bigger. My friend who’s a doctor, it doesn’t matter how many lives he’s saved, he’s kind of limited. The vehicle is what it is. He’s going to make a lot of money, but that’s the size of the vehicle. So we have to look at what vehicle are we putting ourselves into. That was a big conversation, when I talked to Bill about this; I was like, “Wow.” I look at myself like, what’s the opportunity I have. I’m looking around and the best companies in the world are doing what I was doing at the time, we’re making maybe $10 million a year. There’s also the stress and liability and all sorts of things associated with that. I was like, I don’t like this. I’m looking at this vehicle and looking around. I don’t really like this vehicle very much. I don’t want to spend the rest of my life in it. So I had to consciously change my vehicle and I look at it now, and my vehicle is Clickfunnels and this funnel stuff that’s associated with it, and that vehicle the sky’s the limit, at least in my mind right now.
This year we’ll probably do between 3 and 5 times of our best year ever in the past, it’s just, it’s not that I got much smarter, it’s not that I’m working harder, it’s that I stepped into a better vehicle. So it’s something to consciously think through. What’s the vehicle you guys have selected for your life, for your business? Because your vehicle can only go as fast as it’s able to go. So if you take that and strategically pick the right vehicle first off, second off strategically become level 10 at your skill set, you have that double mix, then it gets crazy. Then you can start writing your own paychecks all day long for the rest of your life.
That was kind of one cool thing I’ll be talking about that I think is really, really cool. What else? What else do you guys want to know about? I’ll give you the next point. This relates to everyone. I may have talked about this. I’m doing so many little publishing content in a lot of places and I can’t remember everything I say. So if I ever repeat myself, please forgive me. But if I ever repeat myself, it’s because it’s essential for you to hear it twice. There you go.
One of the guys in the mastermind, Henry, who is a designer and a super stud and just someone who I love and respect, he talked at mastermind. He was talking, do you guys remember that cartoon, Voltron? It was like Voltron, and Thundercats, and later on Power Rangers. Similar concepts, right? Where there was like 5 superheroes, and they go and fight bad guys, but every once and a while the bad guy gets too strong so they have to morph together into this super thing to become Voltron, which is the head and arms and legs, it’s these 5 people coming in to one super person, who they can now go and beat the bad guy. So what Henry said that was kind of interesting, “When I first got started out here I was kind of a superhero, I was good at my thing, but my thing wasn’t complete. It was part of a whole. I was going out there and I was doing good at my thing, but I was missing other parts. I’m a really good designer, but I was missing strategy and traffic and execution and testing and these other pieces. What I had to do is I had to become Voltron. I had to assemble my team of people that have the superpowers that I don’t. I started assembling that team. As soon as I had my Voltron team, I was able to take over the world.” And I think his first year he did $600,000 after he assembled his team. So for all you guys, a big piece of that is, think about that, if it’s Voltron or Power Rangers, it doesn’t matter, pick one of them for the analogy. But the key is, it’s time to start building that out. I need this person and this person. Start figuring that out.
Because all of us want to be the owners and think we’re geniuses and all that kind of stuff, but the reality is, okay however good you are, you’re not good at everything. And even if you are good at something, there’s probably people who are better or should be spending time in it. For me, I think about my level 10 opportunity, the only way I was able to step into that level 10 opportunity was by partnering with level 10 people who are also level 10 opportunity. They became my Voltron. I can be the best salesman, marketing dude in the world, but if I don’t have a cool product to sale, what am I going to do?
Same thing, I look at Dylan and Todd, who are the co-founders of Clickfunnels, Dylan who has been making amazing stuff from the beginning of time, but he needed a marketing and sales guy. Todd is building amazing things, but he needed that. So it’s like, when we brought our powers together, we’ve got Dylan doing the front end stuff, Todd doing the backend stuff, me doing the marketing and sales, and from there we’ve brought in other people as well and built our own Voltron, inside of a level 10 opportunity. The sky’s been the limit. There’s some analogies for you that I hope help.
One cool thing about an analogy, that we learned at Inner Circle from Darin Stevens, he talked about how metaphors and analogy’s speak to the subconscious mind, which is kind of cool when you start thinking about it. The more that I learn about persuasion and speaking more, I understand the subconscious mind. And this is funny for me, because I don’t care about politics, whoever wins…..I don’t know, my belief pattern is, if you’re religious at all, there’s some really good books that have been written by people who are inspired that tell us how things are going to end, and we know it’s not going to end good. It’ll eventually become really, really good, but we gotta go through some really, really bad first. So it’s inevitable, I don’t care whether it’s Hillary or Trump, to me it does not matter. We’re going to go through a bunch of crap, and we know how the story ends, so it doesn’t matter to me. So I’m not a big person that cares about politics at all, outside of the fact that I love watching the sales and the techniques behind what’s happening.
So anyway, Trump just did this whole speech last week, totally just ripping on Hillary. It was like, the greatest speech of all time, in my humble opinion. Because he was……it was just awesome. The way he speaks to the subconscious mind is awesome. He never……he always is associating labels with people, all the time. It’s never, “This is my opponent, Hillary Clinton.” He’s like, “Hillary the criminal, Hillary the scam artist.” He’s just so shady, but he uses these words with the name so our subconscious mind starts linking these two things together, which is so powerful and so crazy and so cool. It’s just fun to watch. I don’t know if he’s going to win or not, again I don’t really care. It’s entertaining to watch and watch his language patterns.
We were talking at the inner circle meeting about, for persuasion, people want to be really good at speaking. You’ve got to learn how to speak at a third grade level. If you look at good copy, the best copywriters, if you look at their sales letter, if you take a look at them, they’re written at a third grade level. When you go above third grade, that’s when it gets too complex, you lose sales. So it’s all about simplicity and dumbing things down, which is kind of cool. Anyway, there’s websites you can go and take a sales letter run through and it’ll say what grade level it’s written at. So people took Donald Trump’s speech and ran it through, a bunch of speeches, and he’s speaking at a third grade level. So he’s speaking correctly, which is amazing. Anyway, a lot of cool stuff.
With that said, I think the moral to the story as I get closer and closer to the hotel… Man, I got 20 minutes before it starts. I always plan incorrectly. I thought this road would move faster, but there’s tons of traffic, so I hope I’m not late to the event. One time we had an event here in Boise, I was driving and I got a ticket on the way and I ended up showing up 15 minutes late to my own event, which was super embarrassing, so I hope I make it there in time. Whoa, I almost just killed the car. Too many things happening at once.
Alright, so what was I saying. So my moral of today’s lesson, that I wanted you to kind of think through was, first off figuring out the vehicle that you want to pitch your tent in. What’s the vehicle you’re going to be using? Because if you pick the wrong vehicle, you’re stuck. But if you pick a vehicle where, let’s say you’re a doctor, there’s nothing wrong with that. If you’re happy in that vehicle, that’s awesome. I was listening to Gary Vaynerchuk the other day, and he was talking about, “I’m not speaking to people who are content. If you’re content playing video games and eating cheerios all day, good for you man. If that’s the vehicle you picked and you’re happy there, you should be happy, that’s awesome.” I wish I was better at being fulfilled. There’s a Tony Robins talks about the science of achievement, and then the art of fulfillment. Science of achievement, science is very step by step, so any of us achieve anything in life can figure out the science. There are the steps to go and achieve this thing. Then the other side, is the art of fulfillment. So how do we become fulfilled? That’s not a science, that’s a way harder, more complicated thing, especially for entrepreneurs, to feel fulfilled because we’re always wanting and seeking more, and trying to get more. So kind of like Gary Vaynerchuk, if you’re fulfilled, good for you man. Don’t listen to anything I’m saying, because if you’re fulfilled and happy, that’s awesome. Good for you. But if you’re not, it’s probably the vehicle that you’re in. You’re sitting in, I can’t even think of a bad car, what’s a crappy car? You’re sitting in a Volvo and you want to drive 100 miles an hour, it’s probably not going to happen, that thing’s going to break down. But if you’re in a Volvo and you’re like, “Dude, I just want to drive around my town.” Done, if you’re happy there, don’t worry about changing the vehicle. But if you’re not happy that what you got to work out, change the vehicle.
Then the big part of the change the vehicle, often times, maybe you can’t drive it by yourself. So you gotta start building out your Voltron team. So those are my two big takeaways, hopefully for today for you guys. Change the vehicle and build out your team of superstars. So that’s what I got. Anyway, I’m going to bounce. I appreciate you guys. Thanks for listening, this is an 18 minuter. You get long sessions when I’m not driving to my office. We’re moving to a new office that’s like 3 minutes away from my house if I’m walking, actually it’s a little bit longer than that. But still, you guys may get really short Marketing In Your Cars. I’m going to start walking so I can talk for 5 minutes, which would be awesome. Alright, with that said, appreciate you all, have an amazing day. I’ll talk to you guys soon.
What really happened to get SnapFunnels.com launched.
On this episode Russell talks about how he went from one Snapchat follower to over a thousand in under 24 hours. He also shares how you can make Snapchat work for your business.
Here are some fun things to listen for in today’s episode:
So listen below for the Snapchat gold Russell is handing out on this episode!
---Transcript---
Hey everyone, good morning, good morning, good morning. I’m excited to be with you here for longer than 10 seconds on a special edition of Marketing In Your Car. Hey everyone, so yes, yes. I’ve been going a little Snapchat crazy for the last little bit, and I’m excited to be on a platform where I can talk to you for a little longer than 10 seconds. Anyway, as you guys know, I got intro’d to Snapchat a little while ago, a couple of days ago, and wanted to try it out. Did the first day and thought it was really fun. I thought it was actually a really good platform for me. Especially with next week we got some crazy stuff.
Next week we’re flying out Ty Lopez is doing a webinar for us, I’m flying out and hanging out at the mansion for a day. Dude, just kind of get some people excited about that webinar, which will be cool. After that, we’re going and Marcus Lemonis is having us on The Profit, crazy, crazy, crazy. So we are going to be filming a part, I’m going to be in the episode building funnels for people. So we are going mainstream, funnels are becoming mainstream, which is cool. And a bunch of other cool things and I’m like, “How do I show that to people? I can talk about it post-production in here, Marketing In Your Car, which is fun, I can go into more details and share the cool stuff, but how do I take you behind the scenes, snap by snap. So we’re going to be snapchatting the crap out of that trip along with everything else we’re doing.
Anyway, it’s worth trying to figure out Snapchat, if nothing else, to see behind the scenes of next week, which is going to be amazing. So I think I found out if you go to snapchat.com/add/russellbrunson, I think it adds you directly, or faster or something. Alright so, this is kind of the behind the scenes. I thought Snapchat was cool, did the first snap, had one person watch it, and I was like this sucks, how do you get people? So I got to figure out a way to get people. I was like, what if I just create a page that educates them on why they should be following me and snapping and all that kind of stuff? So I create this page and it kind of goes through what to do and how to do it and all that kind of stuff, which is kind of cool. So then I started promoting that a little bit and we got a little bit of traction by people who already knew what Snapchat was and they jumped on and that was kind of cool. But then it just kind of died real fast. I was like, that was a lot of work, the juice was not worth the squeeze. Now I got 12 people watching my snaps, so that’s not any cooler.
And I was like, how do we grow this? As I’m asking myself this question, I want you guys thinking about this for your business as well, so from a podcasting standpoint, from an affiliate program, from a blog, from a Facebook, whatever it is. For me, the question in my head was how do I grow Snapchat faster? And again, I think the process I’m going to walk you guys through is the same process I would be going through if I was asking any of the other questions. How do I grow my affiliate program? How do I grow my podcast? How do I blah, blah, blah? So that’s kind of the thought right? So what I did is I started going back, and this is, and we’re jumping all over the place for the faithful followers of Marketing In Your Car, so if you jump back to the episode where I talked about an epiphany bridge. So I started thinking about what gave me my epiphany to want to actually care about Snapchat? And I was like, for me, it’s cool. A couple of days ago I met Brandon and Kaylin, they showed Snapchat, I was like this is cool and they showed me how they get 20,000 people per snap to watch this thing. I’m like, dang. They put in a year’s worth of effort, but now they get 20,000 views every time they push a button, which is nuts. I don’t know any other platform you can do that on. You can be on informercials and you can’t get 20,000 people to watch at the click of a button. They get 30 a day that 20,000 people watch, it’s pretty cool.
So that was kind of my big epiphany. Like wow, if I could build it up that’d be awesome. Then I was like, the only reason I’m getting on Snapchat, is because now I understand the benefit, I’m going to try Snapchat. So I want to see what other people are doing so I can understand how they’re doing it, how they’re engaging. I’m going to follow cool people, so I started following people. Now, it’s funny, I’ll log into Snapchat 50 times a day, refreshing to see if people I’m following posted anything. I’m annoyed when they haven’t. I’m like, crap this is a cool platform because I want to be annoyed. When I’m, this is probably more than you wanted to know, when I’m going to the bathroom I want to see a bunch of snaps from the few people I’m following. If they haven’t posted something I’m annoyed. Dude, wake up you guys. Do something funny. You need to entertain me now.
So I was like, crap, this is kind of cool. I can just keep doing stuff and people during their bathroom breaks or whenever, I don’t know when people Snapchat, they can catch up on all the weirdness that we’re doing. I was like this is a cool platform. I need to take people through the same epiphany I had. So we set up snapfunnels.com, that’s what my page was initially telling them how to follow me, but I was like, let’s step back. What if I can get Brandon and Kaylin to give everyone the same epiphany they gave me? So that was my first thought, I was like, cool. This is literally yesterday morning. So then I Vox those guys. I’m like, “Hey can I interview you for like 30 minutes talking about Snapchat?” and they’re like, “We’re about to jump on a plane, we can’t really do it, unless we do it at this time.” I’m like, “Sweet, let’s do it. We’ll do Google Hangout, We’ll jump on and talk to guys for 30 minutes about Snapchat to give everybody the same epiphany I had. So that’s step number one.
Step number two is I’m about to leave my house to come to the office and I’m like, well how am I going to get people to actually want to register to watch this training? I gotta do something different, unique and fun. So what if I Snapchat me selling Snapchat and telling about the epiphany I had with snapchat and then introducing the people that gave me that epiphany. So I’m weaving 20 different marketing things into one, I hope you guys are seeing this. So then I’m like, what am I going to Snapchat? And I was like, with video’s, what does really well is if you’re taking someone on a journey. If you are just you in your office like, “Hi, my name is Russell, I’m in my office. Let’s talk about something.” It’s not nearly as powerful as you starting somewhere and taking somebody on a journey and a process with you. It’s kind of like you are taking them on this whole epiphany with you. So I was like, I’m about to go to the office, what if I take them on this journey? “I’m leaving my house, going to the office, talking to Brandon and Kaylin, you guys are kind of going on this journey with me, opt in and you’re going to see the same conversation I’m about to have.” So that’s what I did.
I got out Snapchat and I started Snapchatting my whole journey. Me putting my backpack on, walking out the of my house. Getting in the garage deciding do I take the Corvette or do I take the bike? The bike’s way funnier so I took the bike. Me, driving my bike while I’m Snapchatting this message. And then I’m out of wind and it keeps cutting me off because I only get 10 seconds. So instead of trying to be all polished I played off of that, let me complain like 5 times about how short these things are. So I’m taking them on this journey to the office and then I go into the office, go to my desk, and I share what they are going to learn, and I show pictures of Kaylin with her ripped 6 pack abs to make people want to hear what she’s gotta say. So I create this whole video of like 20 or 30 ten second Snapchats, and I’m trying to make it fun and entertaining. I had my brother edit one upside down because I wanted a pattern interrupt because it was like 5 shots in a row of me riding my bike and it just got kind of boring, even though it’s ten seconds at a time. I’m like flip it upside down that way it’s a pattern interrupt so they don’t get bored during the 4 or 5 sessions of me riding on my bike.
Anyway, we made this video, honestly on my ride to the office, had my brother edit it, flip that thing around, then we posted it on Youtube. Then I made Snapfunnels.com and posted that Snapchat video of me Snapchatting talking about Snapchat with an opt-in box. Next page then, I had just a really simple process, 1, 2, 3. Number one watch the training from Brandon and Kaylin, so as soon as we did the Googe Hangout, then I put the embed code on that page. Even though Google Hangout dropped 2 or 3 times, we didn’t edit anything. Because I was like, I don’t want to; I just want to go fast and hopefully show people you don’t have to be so polished to make things cool. So we did that. Step two is like, “Hey go to this page now to follow me.” So then it takes them to a page I created the day earlier that walks them through how to find me, how to follow me, how to watch my snaps or my story or whatever. I should learn the terminology. Then step three was like, “Hey you guys should share Snapfunnels with your audience because if you could educate them on how to do this, then they’ll be more likely to follow you as well. So what I’m going to do is if you share snapfunnels.com then we will give you a share funnel link for this funnel then you can use this funnel for your marketing.”
I used a script I’ve been looking at for the last month of so that I thought was cool and I was wanting to use it. It’s called Upviral. It gives a little widget you put on your page, like share this, then you share it, you earn points and things like that. It’s pretty awesome, so we had people go and to get the share funnel link you had to share it on Facebook, Twitter and Instagram, I think or something like that. So they share it, boom, boom, boom. After they share it all three places it unlocks and emails them the share funnel link for that funnel and now they’ve got that, which puts people into Clickfunnels if they’re not already a Clickfunnels member, which is cool. So we did that whole campaign and by lunch time it was all done. Busted it out on Clickfunnels, got it done, post on Facebook and we started watching it grow. Instantly it started growing, which is cool because I had a meeting right after that, so I wasn’t able to promote it or anything. I just posted on Facebook and people started sharing it and opting in, and sharing it and new people opt in, and it started virally growing on its own, it was crazy.
Then last night, finally before I left, I emailed the Clickfunnels list saying, “Hey, here’s the Snapchat funnel, go get it for free.” So they could go do that, and then I emailed my list just talking about the title, which is how to ethically build a cult following in Snapchat. Anyway, it’s been cool. It’s been less than 24 hours since we had the idea. We had, I don’t remember the exact numbers, over a thousand people have opted in. It’s growing, people are watching my snaps, it’s starting to grow really fast, it’s exciting.
So why did I share that with you? One is because I was kind of recapping in my head, which helps me to get it out, and realize what we did. And number two, that same process you guys could use for anything. Think back about why you started your affiliate program. Think about why you started your podcast, or started your blog. What was the epiphany you got? Create a training video giving people that epiphany and then create a funnel that gets them in the training video, which then gets them to subscribe to your blog, which then gets them blogging, because if they’re blogging they’d be more likely to read your blog. People who write blogs, read blogs. I don’t write a blog, so I don’t read a blog. I only Snapchat because now I Snapchat. So educate people on what you want them to do, or how to do that thing that you’re now doing and then in the process teach them to consume your part of it. And then throw in a viral campaign to make it go viral and see what happens.
So there you go. Oh, and also by the way, I could have named this Snapchat Cult Secrets, but I’m the funnel guy right? I talked about this 3 or 4 episodes ago. Funnels has become our thing, so I called it snapfunnels. What does it have to do with funnels? I don’t know, it’s Snapchat and there’s funnels and things like that. Anyway, it’s syncs with the branding. Anyway, I hope….that one little campaign took us three or four hours to put the whole thing together, it turned out amazing and it was all just pieces of the stuff we’ve been sharing through the podcast. So I hope you guys are picking up the gold we’re dropping, because it’s powerful strategy for anyone to build their following. So use it, abuse it. I will be using it and abusing it more. My guess, I’m hoping Dave Woodward who runs our affiliate and our business stuff, is listening to this. Dave, let’s do this for the affiliate program stuff. I have a really cool epiphany story, I haven’t launched our affiliate program, so boom, me and Dave are doing that. It’s done and done and happening. So that’s exciting. We should do it for our podcast, I mean a lot of different ways, maybe we’ll do podcast funnels, actually I’m totally doing that. It’s coming soon to a funnel near you. Appreciate you all, have an amazing day. I’m at the office, time to launch Biohacking secrets, it’s going live today. And also Funnelswag.com is going live today. So we got two cool things happening. So I’m going to go promote the crap out of both of them. So appreciate you all, have a great day and we’ll talk soon.
Today I get to practice what I preach.
On today’s episode Russell talks about starting to use Snapchat and how you can follow him to get some behind the scenes of the behind the scenes stuff going on with Clickfunnels. He also talks about his Funnel Swag website and how you can get a new, cool, limited edition t-shirt every month.
Here are some other cool things in this episode:
So listen below to hear about Snapchat, Funnel Swag and some of the fun stuff that goes on at Russell’s home.
---Transcript---
Hey everybody, this is Russell Brunson and welcome to Marketing In Your Car. Hey guys and gals and friends and a bunch of people I care about. Today’s been fun; I started my first day of my Snapchat journey. So I don’t know if I’m doing it right or wrong, or if I’m annoying. I don’t know but it’s been fun. So for those that aren’t Snapchatters yet, time to download the Snapchat app and search my name, it’s Russell Brunson. I think you can find me that way, I believe. I don’t know, I’m still figuring that part out. I would recommend doing it, because I’m showing behind the scenes. Everyone’s asking me what I do all day long, “What’s your morning routine?” So I’m showing it in quick little 10 second chunks. I think that’s how you do it right.
Basically the concept is throughout the day I go and as I’m doing cool things, I show the cool things I’m doing. So this morning I woke up, I was in the supplement closet, it showed me taking supplements, which ones. Then I had a morning coaching session with Tara and then I was working my Trello board, so I showed that. Then I went on a run and I showed that. I was about to start this Marketing In Your Car podcast and I showed that. So I’m showing all these little pieces of it, so I think for you guys it’s like once a day, if you log in, you’ll see behind the scenes of behind the scenes.
So as you probably, I’ve been talking about lately, one of the big things, we’re trying to do and I think what you guys should all be doing, but what we should all be trying to do is try to get our community more engaged in the process. So we’re doing a lot of hangouts and live streams, showing behind the scenes of what’s happening, which has been fun, but then Snapchat for me is kind of behind the scenes of the behind the scenes in quick little ten second snips. So you can basically catch up on a full day in like 2 minutes. Anyway, it’s going to be fun, I’m going to be posting some unique, cool, crazy, funny things and introducing you to some people that I won’t be doing anywhere else. So if you’re not on Snapchat yet, now is the time to go and to become part of that.
Today I’m excited because I’ve been in Inner Circle all last week, and it’s kind of one of those things when you have these projects and things you wanna do and everything’s bottling up and you just want to move and go and do. So finally I have a chance today to move and go and do. I’m excited. We are, this week launching Biohacking Secrets with Anthony which will be cool. But then the other thing, on our side, we have a whole bunch of new updates coming, with just our company. One of the cool things we’re going to be doing that I’m excited for is, and depending on when you hear this, it’ll be live or almost live, we’re changing the Clickfunnels Facebook Group. People don’t like really bonding with the company, it’s kind of bland, so we want to make it more of a movement. So we’re going to change the name of it to Funnel Hackers/Clickfunnels official group or something like that. So that way we can all self –identify with the group and who we are, and not just the software product, which is kind of cool.
And then what’s going to happen is when you first login, and the first time I really saw this I thought it was cool. There’s a Facebook group called the Cult of Copy, it’s a really good copywriting group with really good copywriters hanging out and talking all the time and when you go in that group, Colin, who runs the group, Colin Theriot, I think I can never say his last name right….but he’s got a sticky when you first go in there that’s like, “Hey welcome to the Cult of Copy, here’s all the rules, here’s how it works, here’s the lingo, here’s the core products you need to buy.” Just a list of all the core things when you first join the group. So that’s one of my goals this week, is to build out, maybe even today if I have time. Kind of like, “Here’s the mission statement of our group, here’s the core products and services you need to be able to run your business.” And the cool thing we set up, and it’s not live as of right now, but hopefully by the time you hear this, it’ll be live. If you go to funnelswag.com we have an official Funnel Hackers Kit where you get a Clickfunnels backpack, you get the Funnel Graffiti, you get the I Build Funnels t-shirt, Clickfunnels water bottle. Everything you need to be an official funnel hacker. So basically, I think it’s $100, it basically covers our hard costs and shipping, we’re not making any money on this, we just want to get everyone a Biohacking, not Biohacking, a Funnel Hacking Kit.
So we’ll mail this kit to you, and then from there you get put on a $20 a month continuity program. The $20 a month goes towards a new t-shirt each month. So what’s happening, each month we’re making super cool t-shirts. In fact, if you go to funnelswag.com you can see 5 or 6 of the shirts there. And basically, we’re going to be doing limited edition shirts. So each month, whoever’s a member of that, we will see who’s bill went through that month and we will ship you out that month’s shirt. And they’re going to be one off printing. So that means if you get it, you get it. If you don’t get it, you miss that shirt forever. So there’s some urgency and scarcity built in, because I believe the only that sells anything in this world, besides good copy, and building a good following and personality, there’s a lot of good things. But the number one thing to actually get people to pull their credit card out are urgency and scarcity, so we kind of want to do that. Again, I make zero dollars, in fact, I lose money, I think I lose money on almost all of these because we have so many international people. But I just want to do it so that you guys all have cool funnel swag from us every single month. We also might be slipping in some other cool gifts along the way with the t-shirts. I’m not going announce those, they’re unadvertised bonuses, but cool things you guys will want as a Clickfunnels member.
So that’s kind of what Funnel Swag is all about, is getting you guys all consuming our stuff, wearing our shirts, using our backpacks, water bottles, Mac stickers, oops, did I slip that? We’re working on Mac stickers and a bunch of other cool things for you guys that’ll be part of the Funnel Swag Monthly Kit. For sure, each month you’ll get a t-shirt that will be limited edition and just super cool. Anyway, these are just a few of the things we’re doing, and I hope that it serves as a model for you guys as you’re building up your community and your following and your cult…ture.
That was one of the big things through all of the Inner Circle meetings, was that, as I kind of mentioned through some of these podcasts. So I’m going to start implementing and applying these things and you guys will be able to see them and hopefully you’ll run with them as well. I think I mentioned this before, I see my mission as building cool, creative things and you guys taking them and knocking them off for your community. So feel free to R and D, rip off and deploy these concepts in your market as well, for your people because I think they’re kind of cool.
So that’s what’s happening today. I’m really, really, really excited as you can probably tell, to get to work and to do all these kinds of things. Another cool update, we got last week the float tank in my Biohacking room, so Saturday I wasn’t supposed to float for 3 or 4 days, you’re supposed to let the salt do whatever, but I got excited so the second day I jumped in and floated, is that the right word? Flooted? Floated? So I floated and it was cool, I laid there for 20 minutes and I passed out and woke up 3 hours later. It was almost 1 in the morning and I was getting out and Collette came out like, “I thought you were dead, I was afraid that you had drowned out here.” I was like, “I don’t think it’s possible to drown because there’s a thousand pounds of salt in there to make you float to the top, so I don’t think I could drown if I wanted to.” But I appreciated the thought so, that was cool. And then yesterday was Father’s Day, which was super cool. I don’t know, my kids are the coolest, just seeing them. One of my boys, he drew a big picture of a minion and said, “Dad, you’re one in a minion.” It was so awesome. And then my other son drew a big picture of Yoda and it said, “Dad, Yoda best dad ever!” It was so sweet. I thought that was the two coolest things in the world. Anyway, it was a good day. With that said, I am almost to the office. I’m going to get to work. I’m building up our community and I hope this gives you guys a couple ideas on things you can do as well. Appreciate you all, have an amazing day and I’ll talk to you guys again soon.
One cool trick I picked up from the mastermind.
On today’s episode Russell talks about a little nugget of good information he received at the Inner Circle Mastermind group. He also tells a story of something cool he did twice at the mastermind.
Here are some fun things to listen for in this episode:
So listen below to find out what simple golden nugget Russell got out of the mastermind group.
---Transcript---
Good morning everybody, well not everybody, just the important people that actually listen to this podcast, good morning. Welcome to Marketing In Your Car. Hey, hey everybody, we survived another 4 days jam-packed Inner Circle smack down, it was amazing. It was legitimately amazing. So instead of bragging about it, so those that aren’t in feel guilty that they didn’t make it in, I just wanted to say it was awesome and I appreciated everyone who came and played full out. It was really, a great 4 days.
Now I’m at the end of that and I’m tired and I’m worn out and my body is shot. And one thing that’s funny, when I used to go to masterminds, when they’re not your own, you can kind of pay attention or dose off, or whatever. But when it’s your own, you gotta be present all the time. So unfortunately I had to use a little too much caffeine this week just to keep pure, perfect focus. So I’m going to be detoxing my body for the next few days so I can get all the caffeine out of my system. Because even, it’s weird during the middle of the night you’ll wake up and you’re like, “I should be so tired and I can’t sleep.” Anyway, it’s weird. So I am detoxing from caffeine, so if I go through withdrawals, if I start crying on one of these meetings with you guys, that’s why. Just joking.
Anyway, I’m heading in right now, about to do the second episode of Friday Funnels, which is exciting. I hope you guys come and check it out. I hope you guys come participate in it. We had a lot of fun. I talked about last week, I hope that you guys, if you haven’t done a Friday Funnel yet, or a Funnel Friday, or whatever it is for your business, something like that, it was really fun. We did 30 minutes, put a countdown clock and then tried to build a funnel as fast I could and everyone was watching and going crazy and it turned out really cool. It was a great….it was a lot of fun for the cult community and everything, so that was really, really cool.
The interesting thing I wanted to talk to you about today, and this is one of the more simple nuggets that I kind of picked up from this weekend, but it was one of those simple nuggets that I needed. Because sometimes in my head I get things over complicated, I get excited and I try to build super complex things. I think that for most people, I’m still, my funnels and my concepts and my process flows are still pretty simple. I’ve seen some of your guys stuff, you send me over my maps and things and they’re insane. I open them up and I just want to go back to bed because they’re so stressful. So mine are pretty simple, but I still have some things happening. And a couple of things, one thing I shared in the mastermind was about, in Clickfunnels now, when you join Clickfunnels, there’s a 21 day ignite your funnel process that we take people through. Basically each day you get a short 3 to 5 minute video and I give you one task to do over 21 days. There’s a whole bunch of reasons and strategy behind it, and I’m not going to go into it now, its outside the context of this podcast, but it help reduce our churn by almost double digits. It was insane. It got people consuming our software and a whole bunch of other really cool things.
So I was like, man that would be cool if someone came into Clickfunnels and go through this big indoctrination process, they start using our software, consuming, we help build a relationship with them, it’s just really powerful and a really cool strategy. So then one of the couples in the Inner Circle, Brandon and Kaylin, they’re in the weight loss space. They’ve been doing perfect webinar, they’re crushing it, they’ve been doing Periscope webinar, just like I talked about with you guys 50 episodes ago, they killed it on that twice now. They’re just, they’re doers, they’re cool, I just really enjoy them and watching them. One thing that was cool that I saw that they were doing, they have their Facebook Live’s where they’re promoting a webinar on Facebook Live, they’re promoting a product or something like that, but in between they’re doing a lot of cool training stuff. And so she talks about a cool concept, and at the end of it she’s like……oh wow, I just drove by this truck that’s jacked up on a…..that was really weird. Sorry. A.D.D….
Okay, so they do these things and they just push to the end, and I can’t remember the….dangit, they’re going to kill me for not knowing this, but they have a domain name, it’s something like freefaststart.com, or faststartweightloss or something like that. And they’re like, “Hey go get your free fast start guide. Go right now.” And they always push people to this free thing, which is an opt-in. People opt-in and they go through their on-boarding indoctrination process through email. I think last month they got 50 thousand opt-in’s through that little channel, which is crazy. I was like, right now I have all these other squeeze pages, I’m driving people to all these places and all sorts of stuff, which is good, but what if I had just one squeeze page that I focused on instead of 20 and that was the goal to get people into that. So I think I bought freefunnelfaststart.com or something like that. I probably should check out the domain names before I promote them live. It’s something like that; it’s not live yet anyway, so it doesn’t matter. So that’s kind of the thing and I’m going to use that as a call to action in everything that’s not selling an actual product. So it’ll always be pushing everyone into that.
And then my thought is treating that kind of like, doing an indoctrination process when someone joins Clickfunnels that I’m doing to my list. I need to take them through an indoctrination process, which is similar to what we talked about with soap opera sequence, those type of things. But I was like, we’ve got a big product range and in my mine, there’s an order that people should consume our products, so I’m going to use that and make this really fun, exciting. I don’t know how many days it’ll be, 20, 40, 50 days, but walking them through this concept. Some will be teaching, some will be referencing, “Hey go get the book.” “Hey get on this webinar.” Or something, and push them through our product line and product offerings, while teaching, educating along the way and using it like a funnel fast start. Here’s the fast start. Come through this process. Now everyone who enters my world goes through this process, they get indoctrinated, they go through my soap opera sequence, they build the relationship with me as the attractive character, but the time they end the process, then they can come in our normal, Seinfeld sequences. They’ve been indoctrinated; they’ve kind of gone through this really cool process.
Anyway, it’s not something new. We talked about it in the Dotcom Secrets book, taking you through a soap opera sequence, but I think that after doing it as a consumption sequence, after somebody joins Clickfunnels and they see the power of the 21 day, daily chunked out videos, I think I’m going to use that in our actual email sequence and then make that become the core focus of where we try to drive all the traffic. So, I don’t know, I’m excited. I’ll be testing it out and I’m sure I’ll be bragging about it as we go through. But that’s kind of the one little nugget, again it’s one of those little tiny things they just mentioned in passing and I bet most people didn’t even catch it in the group, but I was like, “Whoa.” You know that feeling when someone says something and it wasn’t the big aha, but you have the big aha and everyone else is just quiet and you’re seeing this thing, everything starts, all these connections start being made instantly. That’s kind of what happened in my head. So I’m trying to explain the connections here, I have no idea if I explained it right or if the connections will make your connections. But it was super cool.
Anyway, there’s just one little nugget, I hope that was useful for you guys. Alright now, last thing because I’m about one minute away from the office. I was really nervous about this last Inner Circle group, because we had less people just because of circumstance, but a bunch of overseas people in that group that couldn’t make it, things like that. But what was cool, because of that we had a little less time, or a little more time. So we gotta do some extra sessions, which was cool. So I did some training sessions and then twice we had people who were kind of working on webinars, they just weren’t quite hitting it yet, so instead of just trying to coach them through and then move on to the next person, I was like, “Alright.” And I jumped out of my seat and walked up to the front. I sketched out their whole webinar and then I pitched the webinar for them live. I did it twice and it was cool. I think it was cool, I thought it was cool. But we basically just built the entire webinar for them and they gotta watch me pitch it and they recorded it and then had this tool that they could go pitch. So it was pretty cool.
I’m curious how many of you guys would pay me a crap-ton of money to just write your webinar pitch and then pitch it for you real quick and then you guys can just copy my pitch. That’d be pretty cool actually. Alright I’m at the office. I’m going to bounce and get back to work, and I’ll talk to you guys soon.
My thoughts on building your culture every 10 seconds.
In this episode Russell talks about his current Inner Circle Mastermind Group and how one of the members convinced him to use Snapchat. He goes over why he no longer thinks Snapchat is stupid and how it will connect him to his customers better.
Here are a few fun things you won’t want to miss in today’s episode:
So listen below to find out what changed Russell’s mind about Snapchat.
---Transcript---
Good morning everybody, this is Russell Brunson and welcome to Marketing In Your Car. Hey everyone, I hope you are all doing amazing. I am heading into day number 4 of our Inner Circle Mastermind. Actually, technically it’s day number 8. We did 2 groups last month and we had 2 groups this month. And then we will have gone through all 100 people in our Inner Circle, which is pretty cool. We’ve had a really good time.
I’m not going to lie, I’m a little worn out. It’s a lot of work when you have back to back mastermind groups, but it’s how we roll. It’s been fun though, the first group was a little bit bigger, we had a few more people in that one, which was cool. It was just fun, a lot of the people I have been working with through Voxer and stuff like that, remotely for a long time. Had a chance to sit down and actually hang out with them for 2 days. A couple of them, this will be day 4, they kind of hung out for the whole time, which has been so much fun.
And it’s interesting just watching….I feel like everybody in the room has a superpower. But everybody’s superpower is different, so it’s so cool when you get everyone in a room like and there’s this overlap where it’s like, “I’m really good at this, but I’m really bad at these things.” And there’s always somebody in the room who’s really good at the thing you’re bad at, and it’s just the coolest, I don’t even know how to explain it. I guess it’s probably where they get the name Mastermind Group from. I think the story behind that, if I remember right, it was….I can’t remember if it was…..it was in Think and Grow Rich, right? I haven’t read that book for forever, I think decades. Dang, I’m getting old. Anyway, in that book, I think it was Henry Ford, or was it Napoleon, I don’t remember, but it was someone. Telling the story about how they were interviewing, I think it was Henry Ford, I could be completely wrong, don’t quote me. But the concept of the story is right. Basically they were saying, I think someone was interviewing them or something and they were kind of mad, because he was this rich dude who wasn’t that smart, and they’re like, “He’s not that good at anything.” And after 4 or 5 times of quizzing him he was like, “I don’t know the answer. I don’t know. I don’t know.” Finally he’s like, “You know what, what I have is a mastermind group of people that any question that you asked me, I can get the answer within 1 person, because of the mastermind group of people who I surrounded myself with.”
And I think that’s where people started calling things mastermind and stuff like that, but it’s true. In this group, at least for me, every one of my problems can and will be solved. Because while I’m really good at a few things, everyone else is good at a lot of other things I’m not, so we can leverage that and share the things that I’m good at. And they can share the things they’re good at and we can all win together. It’s very amazing. I honestly, I feel so, and I’ve said this probably every time I’ve done a podcast during Inner Circle, I can’t believe I get paid to facilitate this whole thing. It’s nuts. I’m learning the coolest things. In fact, finally somebody, Kaylin, she is one of my Inner Circle members, she runs…..anyway, they’re crushing it, they’ve been here the last 3 days and they are coming back in tomorrow, or today I guess. My brain.
Anyway, I’ve been very hesitant to Snapchat because I think it’s stupid, and she convinced me that it’s not stupid, that it’s actually awesome. So now I think it’s awesome. So I’m going to start Snapchatting here soon. And I’ve got a whole process and a method behind it. One of the themes from last Inner Circle and this one that I’ve been trying to talk to everyone about is how to build your own cult, I mean culture. Cult is the root word of culture. So how to build your own cult, how to build your own culture, how to build your own community, whatever you want to call it. So we’re sharing all sorts of things like that, and one of the big things I was talking about was letting your cult in behind the scenes of what you’re doing. I think that’s part of why Marketing In Your Car has been adopted so well. Because everyday I’m just talking about what we’re doing and sharing stuff and just giving it all away and people like that. The Periscopes and Facebook Live and we’re doing this new reality show thing we’re filming. All these pieces, people just want to see behind the scenes of what’s happening.
It’s like the reality show is cool. We’re taking 2 weeks of time and chunking it down to 30 minute episode, so you’re seeing pieces of it. Snapchat was cool because, I finally got it. It was like, a reality show behind the scenes every single day of all the little aspects of what’s happening, in 10 second increments. So I’m really excited to start focusing on that and growing that. So you’ll see me, hopefully next week, start this out, but starting the process of really focusing on the building of a Snapchat following because I was want to bring people into the cult. Brent just passed me. I’m driving to the Inner Circle meeting and Brent just drove by honking. If you listen back a few episodes, Brent was the same one who got into a wreck on his way to one of the Inner Circle meetings. Maybe I shouldn’t follow him.
Anyway, for everyone, if you haven’t been sold on Snapchat yet, it’s just a really cool way to get your really hyper-active fans the ability to see a glimpse of everything that’s happening throughout your day. I was watching one or two where people snap 800 times a day, which I think is stupid, but I think if you do 10 a day and you’re taking people through the progress. “Hey, picking which supplements I want.” Boom. “In the car driving, about to start my podcast.” Boom, “At the office, about to start working on this funnel.” Boom, “Funnel got done.” Boom, “Heading to a meeting.” Just showing little 10 second clips of the process of your day and sharing those with people.
Again, it’s like the behind the scenes. It’s building the culture. One of the things I keep stressing with everyone here in the mastermind is just if your customers perceive you as “Oh, there’s this guy and there’s his company.” Then that’s not the right thing. What we need to be focusing on is getting our people to say, “this is our company.” I want our customers to feel like Clickfunnels is their company. Like they are part of this. They are part of this movement. They’re part of this cult. They’re part of this culture. Whatever you want to call, we want them to feel like they’re part of it. I want them to feel like Clickfunnels is their business. This is their platform. This is their home where they build their company. I don’t want this to be Russell’s company. I want this to be our company. That’s the big thought.
So the more you can let people in behind the scenes, the more they feel part of what you’re doing and not looking at what you’re doing, if that makes sense. Anyway, I think that’s kind of my big thing I wanted to share with you guys today, because I think it’s interesting and exciting and cool. It’s just figuring out more ways to shift it from, this is Russell’s company, to this is our company. And I want all of our customers feel like it’s theirs. And I’d love for you guys to discuss this. In fact, come over to our Clickfunnels group and let’s talk about it. Come hang out and say, “Hey I listened to Russell’s episode, and these are things I’m trying to do to build my cult, or culture.” Or whatever you want to call it. But things you’re letting in people behind the scenes, how you’re doing it. You’re talking to people about other things to build that building and language patterns. You’re going to see some cool stuff next week in the Clickfunnels group. We’re working more on changing it from the Clickfunnels group, first off, to the Funnel Hacker group. People identify themselves in our culture as funnel hackers and they are and you are part of a community. It’s not just, “Oh I use Clickfunnels.” No it’s, “I’m a funnel hacker. This is my identity. This is who I am, I build funnels.” If you look at the t-shirts we’ve launched, they’re all focused on that, identity based. That’s what we’re trying to build. So anyway, hope that gets the wheels in your head spinning, because that’s what my wheels have been spinning on and it’s really fun and I really enjoy it. Alright, well I’m pulling in the parking lot for the mastermind. So I’m out of here. Appreciate you all and we will talk soon.
I’d prefer you to be amazing, but can you at least be competent?
On today’s episode Russell rants about some incompetent people he’s come across while trying to improve his yard. He also tells a short story of an incompetent employee on his team.
Here are some things to listen for on this episode:
So listen below to hear how Russell deals with incompetence in his life.
---Transcript---
Hey everyone, this is Russell Brunson and welcome to a slightly annoyed Marketing In Your Car. Alright, so I was not planning on doing a podcast today, but I am so shocked at people’s incompetence. I just wanted to share something with you guys. I’m going to give you the moral first, and the story later. So the moral of the story is this: Just be competent. That’s it. It shouldn’t be that hard, just be competent. Be competent in your job. You do it all day, every single day. You don’t have to be amazing, you don’t have to be phenomenal, I hope you try to be, but at least just be competent, it’s not that hard.
Oh man, It should be a lesson for all people everywhere. Alright so the back story. So today is Saturday, my kids wanted to camp, actually this is kind of funny, because this story is actually someone else being incompetent on top of it. So my kids wanted to go camping last night, so we had a camp fire outside our house, which was cool and we set up the tent and slept outside, and it was a really good time. And as I woke up this morning and looked out over the field next to my house and it has grown huge and I thought, you know what, today I’m going to go rent a mower like I did last year and just mow these weeds down. Because that sounds like a fun thing to do on a Saturday. So I call up Tate’s rental I’m like, “Hey guys this is the deal. I want to rent the same mower I rented last time.” Actually at first I said, “I need to rent a weed mower.” And they’re like, “Alright do you want a blah blah, or a blah blah?” I was like, “I don’t know what you’re talking about.” And they’re like, “Do you want this or this?” I don’t know the difference. I was like, “I have a huge field. I have tall weeds that I need to mow down. What do you recommend?” he’s like, “oh you need this kind.” I was like, “Okay, cool. I rented last year, is that the same? I want the same thing as last year.” He’s like, “Yep, done.” I’m like, “Okay, cool. Do I need to reserve it?” and “He’s like yeah, you need to reserve it because people check these things out all the time.” So I was like, “Okay, cool. Reserve me.” He said, “When are you going to be here?” I said, “Thirty minutes.” “Cool, see ya in thirty minutes.”
Jumped in the car, drive on down and get to Tates. I walk in, go to the front desk dude. I’m like, “Hey man, I’m here to pick up my mower thing.” And he’s like, “What’s your name?” I told him my name. He’s like, “Uh, the mower’s not back yet.” I’m like, “What do you mean?” He’s like, “The mower’s not back.” I’m like, “Back from where?” and he’s like, “From the person who already has it.” I’m like, “I reserved it, therefore it should be here for me.” He’s like, “Well there’s no mower here?” I’m like, “Well, I’m here and I came to pick it up and I reserved it, do you have another mower? And he’s like, “Nope, there’s no other one’s here.” I’m like, “Okay.” He’s like, “If you come back in 2 hours the guy should have the mower back.” I’m like, “Dude, I don’t need it in 2 hours, I need it today, that’s why I called ahead, that’s why I reserved it, that’s why I came down, because I need it today, I need it right now. That’s why I reserved it, that’s why I drove all the way across town to come get it from you.” And he’s like, “Well, sorry man. If you come back in 2 hours.” And I’m like, “So there’s no other thing I can rent from here that can chop down weeds. I got huge weeds and I need to chop them down.” He’s like, “Nope, nothing else.” I’m like, “You’re kidding me, the guy on the phone told me there were a bunch of them here and I need to come down before some people got them.” He’s like, “yeah, nothing here man.”
So I’m starting to get Russell angry, which is like, I wanted to start throwing fists and stuff. And then the guy from across the table’s like, “Hey why don’t you just give him one of the other one’s? Those guys haven’t picked up theirs yet.” I’m like, “Are you kidding me? So there’s a whole bunch of them out there and I’m the first one here, I had one reserved and you’re reserving it for somebody else that hasn’t even showed up yet? And because of that you’re telling me they aren’t even here.” Oh man, I was like……So the guy’s like, “Okay, I guess I could do that.” And I’m like, “Are you freaking kidding me? So they were there, somebody else reserved them, but you were holding them for someone else who had reserved them, even though I had reserved one, for somebody else is coming in the future, because apparently you thought that person was more important than me for whatever reason.” Anyway, all this was going through my head as I’m sitting there angrily staring at this guy and I was like, just be competent. This is your job. I saw you last year when I was here. You should know how these things work. You don’t have to be good at your job, just be competent. That’s all I’m asking for you to do.
And then I go out there to do the thing and they haul the thing over to me and it’s not the same one, it’s half the size as the other one. I’m like, “Dude, this is half the size.” They’re like, ”The one you got last year is broken.” And I’m like, “Why didn’t someone tell me that an hour ago when I called you on the phone trying to get that specific one?” and he’s like, “I don’t know.” I’m like, “Okay.” And he brings it out and is kind of standing there. And I’m like, “So do you have a trailer for it?” and he’s like, “Oh, you need a trailer?” I’m like, “Yeah! I’m not going to carry this thing on my hands. Normally they come with a trailer, the one I rented last year came with a trailer.” He’s like, “That’s because it was bigger.” I’m like, “Okay, well…..” I’m just like, this is what you guys do for a living. Wouldn’t the guy at the front desk have been like, “Hey do you need a trailer? Because most people do.” Instead of just assuming I did. There you go you guys. Just be competent, it’s not that hard. This is what you do for a living. Just think through it. Look at it from the customer’s perspective.
Another good example of incompetency as it relates to my field. We were trying to get rid of the Goat-heads in this field, there’s millions of Goat-heads, some of you guys call them prickers, different names for those little things that you step on and they jam into your feet and it hurts really bad. So right now, if my kids will walk in the field, if you take one step in the field you fill your foot up with like 15 of these Goat-heads in your feet. It’s horrible. So I’m trying to get rid of the Goat-head problem. So I hired this dude to come and to scrape the top 2 inches of dirt off, put it in a dump truck and take it away and therefore Goat-heads will be gone and I can then poison the crap out of the ground and make sure nothing ever grows back, right. So we call the dude, I’m like, “Hey this is what I want.” He’s like, “No you need to rototill them under.” And I was like, “Dude the Goat-heads that are stabbing our feet are seeds, therefore if I roto them under they will be planting seeds and more will grow.” And he’s like, “No that’s not how it works.” And I’m like, “I’m pretty sure that’s how it works. Even if it’s not how it works, I don’t care, I want the Goat-heads gone and I want you to scrape the top 2 inches of soil off my property, dump them in a dump truck and take them away from here so they disappear forever. That’s all I want. I don’t care about…..this is me as a customer. I want to pay you anything you want to make this thing happen.”
And so the guy comes out and he’s like, “Well the weeds are too long.” Actually he didn’t come out first, I knew the weeds were too long, so we hired goats. I think I did a podcast on this. We brought these goats in, they came for a week, they ate all the food down, it was awesome. The kids had a good time; the field is now down to nothing, the perfect time to come in and scrape the field off. So we call the dude, have him come scrape and he says, “Well I need to come see the field first.” I’m like, “Okay, cool.” So he comes and he looks at said field, looks around, surveys it and comes back with a quote saying, “Based on the size and everything in this field, this is the quote.” I said, “Cool, come out and scrape this and dump it. “ and he says, “Okay I’ll be out next week.”
The next week comes, he decides not to show up, for whatever reason. His own excuse. So he doesn’t show up. So now we’re a week past goats being here and the fields are growing faster, so I’m like, “Dude, you gotta hurry because the freaking weeds are growing back. Come and scrape this, before I have to hire goats again to come scrape this thing down.” He’s like, “Okay I’m coming.” So then he comes out the next week with his tractors to do what I’d paid him to do. And then he calls Melanie on the phone, the first thing he does…Melanie’s my assistant. Calls Melanie on the phone, the first thing he does is start complaining about the weeds are too long, I can’t take anything away. He’s like, “You have to come and mow these weeds down and I can come and actually pull them away.” I’m like, “Are iyou kidding me? Are you incompetent? Are you seriously this incompetent? Two weeks ago you were here, the weeds were gone. That’s the first thing. They’re tall now because you didn’t show up when we hired you to show up, so it’s kind of your issue now, not mine.” Then he comes back and says, “I didn’t realize the field was this big. It’s going to be a lot more money.” I said, “How did you not realize the field was this big? You came two weeks ago and measured it. Based on your measurements you gave me a quote. How incompetent can you possibly be? It doesn’t make any logical sense to me. You came and measured it with your own measuring stuff, it wasn’t me giving you a quote of what I thought it was, it was you coming and looking at it and giving me a quote based on what you saw.”
Anyway, it was just two or three things and finally I was like, “This guy is incompetent. Let’s fire him.” And we fired him. It’s just like, I don’t want people…..I mean I like for people to be good at their job, I like people to be great at their job. But I need them to at least be competent at their job. That’s it. And this goes for; my guess is if you’re listening to this, you’re probably competent. But I guarantee there’s people on our team who aren’t. For example, at our Funnel Hacking Live Event, I found out some of the employees on my team are incompetent and it drives me crazy. We had one who….there was a….the person’s job was to check people in, and if they didn’t have a nametag just see if they had a nametag or whatever and print a nametag. The only role the person on my team was to do was just that. So there’s someone who came in, who had a mistake so we had to make their name badge. So instead of being like, “Hey, this is my job. I’m here anyway. I got nothing else to do and I’m sitting here behind a chair, playing my iPad and my only role is if someone comes up to do this.” And it was like complaining, and rude to the customer, all sorts of things like that. And then the next day, someone forgot their nametag at their hotel room, which is 45 minutes away. He came in like, “Hey I need a nametag.” So instead of being like, “Oh, cool. Yes, I remember you. Let me help serve you.” It was like this huge problem and why they were so upset and pissed off and saying, “You have to go back to the hotel and get it before you can walk through the door.” And all these things.
So I’m hearing about this from somebody else. Someone on my team is treating one of our customers this way and I’m like, “Why are you incompetent. Your only job is to serve our people and not be a horrible person to them. That’s it. You don’t even have to be good at it, you just have to do it. Just smile, even a half smile, doesn’t have to be a whole smile, just a half smile and help people. That’s it. Do you not see me on stage killing myself to give a good experience to everybody? And when you come in and just do a stupid thing like that, it looks…….ugh.” Just be competent. There’s the moral of today’s lesson. Just be competent. And if you got employees in your team, you’re fearful might not be competent. Maybe they’re good, maybe they’re not be great, let them listen to this and say, “Hey just be competent. It’s not that hard.” And after you’re competent, then become good at your job, and after you’re good, then focus on becoming great. And after you’re great, when you’re great, when you’re a A Player people will pay you whatever you want. So there you go. Quit being incompetent. that’s what I got. I’m going to go mow my lawn because that’s what I want to do today. It’s going to be fun. And hopefully I’ll find someone competent to help me get these Goat-heads out of my yard so my kids can play out there in bare feet. So that’s the goal. Still haven’t found the competent players to help me make it possible, but that’s where we’re going. Alright guys, that’s all I got for you today. Have an amazing time. Have a great weekend and I’ll talk to you guys soon.
If this works, this might be my new favorite way to sell.
On today’s episode Russell talks about Funnel Fridays, a new idea he had and is starting today where he’ll do funnels live for everyone to see. He explains how this will help people learn how to consume his products and make them want to buy them.
Here are some fun things to listen for in this episode:
So listen below to hear more about Funnel Fridays and why you should be a part of it.
---Transcript---
Good morning everybody, this is Russell Brunson and I want to welcome you to Marketing In Your Car. Hey everybody, today is a special day, it’s a very special day for a lot of reasons. One, it’s Friday, number two is it’s the last day of the hack-a-thon, and number three the most important, is today is the first day ever of Funnel Fridays or Friday Funnels, I can’t remember what we called it. It’s either Funnel Fridays or Friday Funnels. I think it’s Friday Funnels, no Funnel Friday. Oh crap.
Anyway, I’ll learn it more as we keep doing it. But I think I’ve figured out a cool new way to sell stuff that’s going to be really, really, really, really cool. I hope all you guys knock me off because I’m pretty sure it’s the coolest thing ever. If you look at our typical sales process, we’re driving ads, we’re doing stuff and people were coming into the beginning of a funnel, they go through the process and they either buy it or they don’t. And then there’s upsells and their moving from funnel to funnel to funnel and eventually they kind of drop out the back and then they’re people, they get your emails and their doing stuff, but they’re not actively engaged into any kind of sequence. So I’m like, how do you….what do we do for all those people? Because I’m sure they have money they want to give to us. How do I make them re-inspired to give us money? So that was where this thought came from.
If you listen to my whole perfect webinar concept it’s all about doing these webinars weekly and on and on and keep going forward, and doing the same webinar every single week and filling them up with people and keeping that consistently moving forward. And I still believe in it, I still think it’s the model of the future. But after people go through that, when do you ever sell that thing again? Because the reality is a lot of people want to buy stuff, they just didn’t at that time, but they might 3 months later, 6 months later it might reignite them.
In fact, it’s funny back in the day, and I should probably more with my business now, but we had a webinar called Dotcom Secrets Local and we would do our webinar to our own list every three months, and I was like everyone has seen this, I pounded it like crazy three months ago. And we do it and we make the same amount of money as we did three months prior. And we’d do it four times a year, same webinar to our same list and every single time it worked. I was thinking, last year Mike Filsaime did the Clickfunnels webinar 3 times to the same list in one year and every single time he did over a hundred grand in commissions, so two hundred grand total sales. Jason Fladlien just did our webinar twice in the last 4 months. So it’s like, our list will keep buying a lot more than we think, but I think we get bored of it, or we don’t whatever. So we have these limited beliefs. So there’s one thing and the second thing, maybe that’s the third thing now, I can’t remember. The third thing is that I was listening to Pat Flynn a little while ago, maybe a year ago, maybe two years. He was talking about how every Friday he was doing a webinar and people would get on and he would just talk about podcasting and the whole time call to action. Like home shopping network style, he pushed people back to go buy, and pushing them back to go buy, and pushing them back to go buy.
So I kept having this idea for a while, this is cool, what if I set up something where every Friday I did something cool, that made people want to come hang out with me and talk, and then in that thing I could home shopping network style sell people. Never blatant like, “Hey go buy my crap.” But it could be like, “Here’s me using Clickfunnels.” And they’re like, “I wish I had Clickfunnels.” And then I’m like, “Here’s me using Funnel Scripts.” And they’re like, “Funnel Scripts is awesome.” “Oh here’s me using Funnel University.” And they’re like “Oh!” and they see inside of me using all of our products and see that, “Wow, Russell’s not only”….what do they say on hair club for men? “Not only the president, but I’m also a member.” They see that I drink my own kool-aid, and see us doing stuff, and it becomes this fun, exciting viral thing that grows and then through that process we get people to buy our stuff every single week and share it with their friends and it becomes viral and all those other fun things associated.
So that’s the thought. Today’s day one. And it’s either Funnelfridays.com, or fridayfunnels.com, I can’t remember, but I’ll learn that better and get back to you on it. But basically what I’m doing is there’s a page and at the top of the page is a Google Hangout, I’m doing the Google Hangout live and what we’re going to do, I’m going to build a funnel each week in 30 minutes. I told everybody to ship me their product so a whole bunch of people are over-nighting their products, so this morning I’m hoping there’s going to be a bunch of different boxes in the office when I show up so that I can pick one. So we’re going to pick one and then we’re going to live build out a funnel. I’m going to have a 30 minute countdown clock on the screen, countdown from 30 to 0. And I’ve got to get the funnel done before the clock hits 0. It’s going to be and Jim Edwards is coming on because he’s going to write the scripts in Funnel Scripts. I’m going to be busting out the funnel inside of Clickfunnels. We’re uploading images inside of Funnel University and just…..people are going to see my work floor and how I build funnels, so it’ll be cool.
And then down below it’ll be like, “Hey get your funnel stuff. Number one, here’s Funnel Hacks, you get a discount, you get Clickfunnels for free for 6 months. Number two, buy Funnel Scripts here. Number three, get Funnel University here.” So it’s pushing them to all of our core offers. It’s kind of funny, back, this is rewind time, it’s pre-podcast, maybe it’s right when the podcast started, I don’t remember. But we were launching this company called Rippln and this is how we grew. We did daily hangouts, which was a nightmare, but we did daily hangouts like this and we’d tell everybody, “Hey, we’re coming back tomorrow, bring your teams back.” And every single day people were bringing their teams back, and bringing their teams back and they kept organically growing like that. Now it’s kind of the same thing, we’re going to do this Funnel Fridays each Friday and then we’ll let affiliates promote them. And the coolest thing about doing a hangout is, you do the hangout live but it’s not like if someone misses it live they miss it. Because they can come back to the page anytime after and the things already embedded in there and they can watch it now, all week long the one you just did.
So affiliates can promote it all week long and keep getting, it’ll show the most recent episode and then when the new one comes, it just floats out for the new one, so it’s a really cool process. So that’s what we’re doing. And then the other thing we’re doing, we’re having crazy success right now with Facebook Live or Facebook Mentions, whatever you call it. So I think we’re going to have a Facebook Mentions or Facebook Live for this Friday Funnel from behind the scenes while I’m doing it, which will hopefully get people more excited because we’ll get Facebook Crew all coming over as well. That’s kind of the game plan. So it’s going to be pretty awesome. Anyway, the good thing is its happening soon. The bad news is its happening in 45 minutes, and I’m late. I was supposed to get to the office an hour and a half ago, I slept in. Now I’ve got 45 minutes to promote it, set it up, figure out what funnel I’m going to build, blah blah blah, and all that other fun stuff. So that’s what’s kind of happening now. I’m really nervous, but really, really excited. Worst case scenario, I totally screw up live in front of everybody. Best case, we inspire some people, get them excited about using our products, they get to see how I build stuff which might inspire them to build more stuff and get them consuming our product. It’s all about operation consumption over here. That’s my goal, is to each Friday consume our product live in front of our audience so they learn how to consume it. And I think that’ll be a big difference for us. So that’s what I got you guys. I hope that gives you some ideas for your business, for your products. I think it’s something that any of us and all of us should be doing. But I will set the model, I’ll show it to you guys in the next few weeks, and then I hope you guys copy me, knock it off, use it. Because it’s going to work. Alright, that’s what I got for today. Thanks everybody, I’ll talk to you guys soon. Bye.
This hack-a-thon has been different than all the rest.
On this episode Russell talks about some things that he and his team are working on at the hack-a-thon, including building a foundation with the development team to get things moving forward faster, and the decision to rebuild Backpack.
Here are some cool things to listen for in today’s episode:
So listen below to hear how the hack-a-thon is going and to hear about the exciting new things happening.
---Transcript---
Hello, hello, hello everybody. This is Russell Brunson and welcome to Marketing In Your Car. Hey everyone, I hope you guys are doing awesome. I am heading into day number 3 of the hack-a-thon, well of the official hack-a-thon it’s day 6 or something of when everybody started coming. It’s been a little nuts. It’s been really, really good.
I don’t know if you guys ever do this, but sometimes I have tendency to over commit to a whole bunch of things at once. For example, right now we’ve got Anthony and Brandon at my home filming stuff about a product for Biohacking Secrets. We’ve got a cleaning lady in the house, cleaning. We’ve got people out fixing our pump, because the well broke again. We’ve got people working on the poolhouse. We’ve got my wife and two of her friends working out with a trainer. We’ve got our accountant, who’s related to Collette, my wife, who slept over last night, on top of Dave. Plus we took 30 people to this really amazing restaurant called Barbacoa last night. All the people, all the programmers in marketing are here. It’s been nuts trying to juggle and do everything, but it’s been really good.
It’s been interesting, normally when we do our hack-a-thon, we come in and talk for 15 minutes and everyone locks down, well I don’t code, I wish I did. But we code, and I write copy or do pit funnels or whatever, and we just go, go, go like crazy. And this has been a little different. Not different in a bad way, just different. And it’s funny because the person in me is like, I just want to go, go, go, go and this has been interesting, it’s been a lot about bringing in our developers from around the country, bringing in our marketing team and trying to build better relationships with everybody so that everybody can work faster. It’s one of those thing, take 2 steps back so you can take 3 steps forward type of thing. It’s funny, because me and Dave and a couple guys on the team are very, move things forward every second of every day focused, it kind of is driving us loony toons, and crazy, but I see the value in it as well, in fact, the first two days these guys, the programming team, they spent 2 days together and it wasn’t us coding and solving problems and fixing bugs and adding new features and stuff like I assumed and thought it would be, it was a lot more helping the entire dev team really understand why Clickfunnels matters. Why it’s important. Why our customers want what they want. So it was hours and hours and hours of discussion explaining to them this whole world and what internet marketing is, and affiliate marketing and why we want tracking ideas and why we want subID 1 and subID 2 and why we need our stats right. And why this part of the stats don’t make sense and helping them to understand it, which again isn’t moving things forward, but building a foundation so we can move forward a lot faster.
So It’s just been one of those things that’s been necessary but that drives people like me bonkers, who just want to move forward. But I think it’s been good and will be interesting to see what happens over the next three months. Because we’re spending this week to build this foundation and get a good understanding, set the goals and road marks and the game plan to move forward before they go home, they basically got a 3 month sprint to get these certain things done. And then month 4 we’ll meet again, so once a quarter we’ll get back together and kind of do this same thing. Hopefully the future ones will be less talking and more coding, just because everybody getting on a better foundation.
And then every 4 months everyone flies back in, set new goals, set new foundations, set new ground work, and then everyone goes back and boom kind of doing that in and out thing every quarter, which is kind of the game plan. We’ll know more over the next sprint of 3 or 4 months, what we get done. So one of the major things we’re working on for the Clickfunnels hyper users like me, we’re kind of rebuilding Backpack. Not rebuilding it but a lot of it was we were trying to figure out how to make Backpack the best shopping cart affiliate platform in the world. I think when we built it initially, we knew we needed it, so we built it and it was out there and it works, but it’s not the best. So we had 2 thoughts, one is we kill it or number two we make it the best. So we spent one day just basically going through every shopping cart and affiliate platform out there, we’ve got a lot of accounts and we went through all of them and categorized the pro’s and con’s. And this one’s awesome because it did this and this, and this one sucks because it doesn’t do this, and this one’s great……looking at all this stuff, which was really fun actually, seeing how everyone does different things. And then from there breaking it down to like, what do we want ours to do? How do we want ours to function? How do we want ours structured? So we took, I feel like we took the best pieces from a bunch of different spots.
And then another cool thing, this is new to me and our world, one of the guys in our team is UI, User Interface and User Experience guy and he does the design, the coding part of the user experience, but more so, he tries to really understand. So we went and found 10 or 15 hyper users of Backpack, so he called them on the phone and talked to all of them. Found out what they like and what they don’t like, and what they wish it did, and what they’re……and all these things. Then he did the same thing with me, which was kind of cool because we saw these really weird commonalities among the hyper users. We all want it to do certain things it doesn’t do. And they were all the same things and there’s this really cool crossover blend. That was really cool too.
Anyway, I don’t know if that helps any of you guys, but hopefully it does. Hopefully it makes you think through the process and things that you’re doing and give you some context or some ideas. So yeah, that’s kind of what’s been happening. So I’m excited for the new Backpack. The plan initially with this hack-a-thon, is we were going to focus on Actionetics, that was going to be the big driving point, but when we had Todd, Dylan, Ryan and me, and Dave and the guys here, and we were looking at what we thought we needed to work on in the next 3 months it shifted from Actionetics to Backpack. So it’s been interesting. So Backpack will be our focus for the next, hopefully the next 3 to 4 months, and then at the end of summer, a little after summer, is when we do our next hack-a-thon, we’ll get back together and we’ll shift focus, hopefully as long as we finished our initiatives, to Actionetics.
One of the other interesting things we’ve done, it’s just funny how all these lessons apply in so many areas of your life. It’s like, right now the way our dev team has worked, everyone is spread across the platform working on different things. It’s like, okay this guy is integrations, this guy is doing bug fixes, this guys is bug fixes in Backpack, and this guy is bug fixes in Actionetics, and this guy is building a feature in the Marketplace. Everyone’s kind of all over the place and because of that it seems like nothing ever gets done, because everything’s incrementally inching forward. And I think that most of us entrepreneurs have the same problem. We’re doing 12 companies at once and because of that none of them are making any money. What our focus is for the next 3 months is for everyone to focus on Backpack, which is going to be a really interesting experiment where basically everyone is focusing on one thing. That way when we do our daily standing meetings and things like that, everyone’s dealing with the same problems and everything is inter-related and we’re hoping there’ll be a lot more value for everyone because of that.
Anyway, just a couple of things we’re learning through this process that hopefully will benefit you guys as well. Anyway, that’s about all I got for today. I have been up early this morning, we did some Wim Hof Method, which doesn’t make any sense to you yet, but when Biohacking Secrets comes out that’ll make more sense. It’s crazy, I actually did the process and held my breath for 3 minutes, which doesn’t make any logical sense to me outside of the fact that we did it. It’s crazy, the first time I did it, I think it was 1:30, the second was 2:45, and the last one I did was 3 minutes, crazy, cool, ninja things that are happening. Anyway, if you guys want to geek out on that, when Biohackingsecrets.com comes out you’ll be able to kind of dig deeper and see all these weird things we’re testing on ourselves and how that actually relates back to performance in anything. It can be sports, could be business as entrepreneurs, as a leader, as a speaker, whatever it is that you do and you want to do better.
Anyway, that’s what I got you guys. I’m almost to the hack-a-thon office. I don’t know if I told you, we rented an office for the hack-a-thon because we had too many people to fit in our other office. Which actually worked out really good, because in our other office the air conditioner broke. And this whole week it’s been like over 100 degrees here in Boise, which is really hot for this time of year. So my main office, it’s horrible. It’s insane right now. So I had to go back yesterday to do a webinar, we had a big webinar with Jason Fladlien. I get back there and it’s like 120 degrees in the office and I’ve got on long pants, so I go and we did the webinar, which I did my webinar, and then Jason goes and he’s one of the best webinar pitchmen in the world, so he gets excited and he want to plug in what he does. So my typical 2 hour long webinar totally ended up going for 3 ½ hours we were on that thing. So we got done and I was light headed and sweating, and my legs were soaked from my pants. It was pretty crazy, but we survived it. So I think the air con guy was supposed to have everything fixed today hopefully. So we’ll be able to be back into a normal office here in the next little bit.
And the other cool thing, so many cool things are happening, way too many things at once. Next week we have Inner Circle, so that made me think about this, our Inner Circle’s next week. One thing about the Inner Circle is that, usually we do them in hotels here in Boise, but we’re tired of renting hotels, so we’re like we should get our own. So basically we just bought a new office that we’re turning it into, it’s about an 8,000 square foot office, so half of it, we’re going to chop off and turn into a mastermind room where we can fit about, well we’re not going to have masterminds this big, but we can fit 80 to 100 people in our office, and the other half will be our new office, which would be amazing. So we’re building our own Inner Circle Mastermind room, which we’ll also use for our Certification event.
Speaking of certification, we are launching a new certification today. I bet you guys think I have the worst ADD ever, for juggling so many things, but they’re all coming out really, really good, which is exciting. So before I tell you anything else you guys think I’m having worse ADD, I’m going to get back to work and get these projects pushed out the door. I’m also going to jump off because I’m completely lost, I can’t find the new office, so I think if I turn off the Marketing In Your Car and start focusing I should be able to find it, in theory. We’ll see. Anyway, I appreciate you all, thanks for listening and we’ll talk to you soon.
It’s time to focus on your “one thing”.
On this special late night episode Russell talks about how he learned to stop being a jack of all trades and focus everything around one thing. He also reminisces on some of the harder times he’s had before he got this far.
Here are some interesting things you’ll hear on today’s episode:
So listen below to find out how Russell went from “Jack of all Trades” to “The Funnel Guy”.
---Transcript---
Hey everyone, this is Russell Brunson and welcome to a late night, well not too late, it’s about 8 at night, so a later night Marketing In Your Car. Alright everyone, so I’m heading back to the office, we are day two of our hack-a-thon, which is so much fun. So we had the last, we had about a 4 hour smack-down today deciding the future of Clickfunnels and it got heated, it got a little bit….a little tension, but it was all good because it’s just interesting. I love my partners and love the people in the company, everyone has, we’re all definitely people who are great at what they do, so we have strong opinions, but when all was said and done, a couple of things I think are very true. One is we all respect each other, like insanely, a ton. And number two is that we care about the customers, and that’s really where the conversation keeps going to, is what is best for our customers, which is awesome. Way better than, what does the board of directors want, which is once again why I will never do the whole VC thing, on top of all the other jokes. But it was really good and we have some really cool directional things that we’re doing that, some things make me nervous but they’re going to be huge. Game changing type things. So I’ll share more as we keep going on, but I just wanted to kind of share that.
And then I wanted to talk to you guys about something that I think is really important, that’s on my mind. It’s interesting, I looked at the last 12 years of me being in this business, and first year I was just hustling and tried to make a little bit of money and I did and that was awesome. And then I tried to make a little more and I remember I was just hustling. We’d do a promotion and make $15- $20K and then I wouldn’t do anything for 3 or 4 months. Then we’d try something else and we’d make a little more, here and there. And I remember one day one of my friends who’s in the business was like, “Did you pass six figures yet?” I was like, “ No.” because in my mind six figures a year is insane, that’s not even possible. Then I was like, wait. I started doing the math, I was like “Oh my gosh. I did, I passed six figures this year. That doesn’t make any sense to me. That seems outside of logic.” It wasn’t something I believed was happening. So then I got excited, now I got a goal. I want to make a million dollars in a year.
So we went towards that goal, and went towards that goal. It’s funny because I think it took me 3 or 4 years to cross a million dollar mark, and there’s some mental barrier. I missed it by a few ten thousand dollars 2 or 3 years in a row. I just remember I was like, why can I not break the million dollar mark in a year? It just seemed so impossible for some reason and I couldn’t figure it out. And then after I finally did break the million dollar mark, then that mental barrier was gone and I shot to the next level and we got to the point where I think my best year we did 8.9 million in the calendar year, and I think we did 10 if we looked at it from a start day. A 365 start day from the peaks. But in the calendar year, from January 1st to December 31st, on tax is 8.9 million was the biggest year I had. After that is when the company crashed, if you listen back through all my old marketing in your car’s you’ll hear all those stories. That’s not for today.
Then we restarted, and we started growing and we stuck at 3 million dollars a year, for 5 years in a row, stuck, stuck, stuck. We tried focusing, which got us to 3 million, we were like let’s diversify, let’s launch 10 companies. We launched 10 companies and we still made 3 million. Then, it was just thing after thing after thing. And then we started having a little more success when some of our other offers started going bigger. Neurocell did well and a couple of other offers started doing well. Anyway, it was just……but it still, then I think we were hovering around 6 million or so. I was like, “How do we get back to 10 million without having a hundred employees? How is that possible?” And I remember going to marketing events and people would be like, “Okay, this is the whatever guy. This is the whatever person.” And everyone would have their thing, and be like, “Russell, what’s your thing?” and I was like,, “We’re all things marketing. We do copywriting and we do funnels, and we do traffic.” We just kind of did everything. And I always thought that was a strategic advantage. “You can go to this guy to learn whatever, but we’re going to teach you the whole thing.” And that was always our whole thing. We want to teach everything.
Just by nature, we were good at everything, so we wanted to show everything and teach everything in this market and that’s what we did. And the problem is we just kept getting stuck and stagnant. And I never could figure out why. And then the whole Clickfunnels thing came and it wasn’t something we even invented the conversation. People had been talking about funnels, we’d been talking about funnels for 8 or 9 years. And I remember at the time, Ryan Deiss Traffic and Conversions Summit was all about funnels, seems like it was a hot topic right when we were building this tool. It really was a perfect storm when we launched it and all these things and it took off. And I wrote my book, and my book wasn’t ever really about funnels. Like if I was to re-title it now I probably would change the title, at least the subtitle, to be more about this is a funnel book. But it didn’t it was just me teaching my process, but it all came down to funnels. When you look at the whole process, it was all funnels. And people read that book and because that came so close to Clickfunnels people associated it as this is the guide book or the handbook for funnels and this is the software, and that means Russell, therefore, is the funnel guy.
But at first I didn’t like that because I was like, there’s a lot of people teaching funnels, I’m not the funnel guy, I’m the guy who does everything. And it’s interesting, but that’s kind of like I had this weird pride thing that I wanted to bigger than funnels, or I wanted to be whatever, but people kept kind of pigeon holing it, you’re the funnel guy, you’re the funnel guy. And finally after a while I started embracing it and shifting things and now all of our products are being tied to that. Funnel Scripts, here’s the scripts to your funnels. We had High Ticket Secrets, which is your high ticket funnel, and we had all these other things that we have rolled out before and since. And then we started tying things to Clickfunnels. We have our Quick Start Program, which is helping people set up. We’ve got our funnel certification program, even my Inner Circle, interesting enough, transitioned to a funnel inner circle. Someone even mentioned it, last meeting. The reason why we’re in this room is because Russell’s the best in the world at funnels. I was like, how interesting is that? And I really think that the big….I mean obviously there’s a lot of things that happened, but one of the biggest thing for us that took us from where we’re at now to this year, I don’t want to share numbers or anything, but it’s going to be, I mean 3 or 4 maybe even 5 times more than my biggest year of all time. It’s just kind of crazy.
And I really feel like it’s because we picked our thing. And that’s what we’re focusing on. Everything we’re doing is around this one concept of funnels and we’re trying to become the best in the world at funnels. Our coaching’s around funnels, our products around funnels. Our front end offers are around webinar funnels and book funnels. Everything is tied to this conversation that we are trying to become the best in the world at, and I think that that’s one of the keys. As much as I hated to go that way and I didn’t want to, and I fought it for so long. Because I’m good at a lot of things, I wanted to be all these things, but I don’t think that’s the key. The key is figuring out what are you the best in the world at? What is your thing? And then everything you create is tied to that one thing. You know, Ryan Deiss just posted, I think Digital Marketers, he’s says it’s been 5 years now and I was reading this post. It was really cool, I really enjoyed it. But he was talking about how every year their business model changes. They were this, they were this, and they were this. You know, one year they were funnels, the next they were consultants, the next year they were whatever, and this year they’re doing certifications and it’s kind of like, their business keeps changing and I know they’re doing well, but my guess is that if they would pick a track and stick with it, and they’re trying to obviously, one of them is going to become the thing for them, but if you were to ask people 3 years ago who does funnels in the industry everyone would have said Ryan Deiss, but they shifted away from that. They shifted their focus to the next thing. It was the machine in email marketing and then it was…..and now it’s certifications. So I’m hoping they find their spot, I think certifications; I think what they’re doing with certifications is unique and cool and nobody else is doing it. We’re definitely not going that direction. I think that there’s this area that they’re going to carve out and just kind of own. I hope that’s the plan. I hope. I love to see what they can do if they execute hard on that for 3 or 4 years and just focus there.
I look at us we’re focusing now on this one thing and I start looking at a whole bunch of things are going through my mind right now. How do I build a community? Surround a topic? Our community, we’re funnel hackers. We funnel hack. We can have live events, hack-a-thons, the funnel hacking live event. It’s funnels and …. And it’s suddenly all these things and if you want to build a cult or a culture, it comes down to becoming the best in the world at one thing and then tying everything you’re doing around that concept.
Kind of a fun idea behind that. One of my close buddies, Chad Woolner, he’s a chiropractor and he’s been kind of trying to figure out his spot in the world outside of his practice. What does he want to do? How does he want to serve people outside of that? A little while ago he decided he wanted to help serve chiropractors and help other one’s get to the point that he’s gotten, really free themselves from the startup of a practice and those kind of things. So he started a podcast, he’s doing all these things, and they’re all good and he’s teaching everything from how to do this to this, all these things which are broad and good. And we were at a camping trip the other day, and I was sitting there and I was like, “Would I go on Paychat to learn how to grow my Chiropractic business?” and I was like, “I don’t know if I would.” Not that he doesn’t know his thing, because he does, but I don’t think he’s the best in the world at all those things that he’s teaching, all those things. What could Chad be the best in the world at. And I was thinking, and this isn’t the answer for everyone, but for him I was like, “Dude, you’re probably the only Chiropractor on Earth that knows anything about funnels. You build funnels, you build your own funnels, online funnels, offline funnels. I would venture to assume that you are the best in the world at Chiropractic funnels right now. That should be your thing man. You should shift all your branding and everything around that one thing and make that your focus. If that was your focus and I was a chiropractor I would come to you in a heartbeat. I wouldn’t come to you to learn how to build a chiropractic business, because you don’t have the biggest Chiropractor business, so I wouldn’t come to you for that. I would go to whoever did. But you’re the best in the world at chiropractic funnels. I would come to you for that. If you were to come to an event, let’s say there’s a big event in your industry you could say ‘hey, I’m the Chiropractic Funnel Dude.’ They would allow you to speak because you are that person.”
And I was looking at the other Chiropractic guru’s and there’s a social media one, there’s different ones and each of them would have their little spot in the ecosystem. I’ve always, again like I said, I always was kind of resistant to that and fought that, but now I really think that’s the key. Anyway, I just wanted to leave that while I’m driving back to the office to kind of think on. What is your thing? I know you’re good at everything, because you’re amazing. So of all those things, where, when someone says, “Oh, so and so, they’re the funnel dude. They’re the social media dude. They’re the eat fat and butter dude. Or put butter in your coffee dude.” Or whatever your market is. What makes you unique? What makes you different?
It’s kind of funny, I was looking at our old products, we had micro-continuity, which was cool, but it was just another random thing where now I can be like, “hey micro-continuity funnels.” And suddenly takes a concept and wraps it in a way that is unique to me and now it gives context and now people care. Anyway, just some thoughts. Hopefully that helps some of you guys and I hope you take some time to kind of carve out where in the world you fit into your ecosystem. And don’t fight it because you feel like you’re better than it. Own it. And I think that’s how you go deep with people and your audience. That’s where you’re going to see the biggest transformation. So there you go you guys. I hope you enjoyed that. That’s all I got. I appreciate you all, thanks for listening. Thanks for being part of this crazy community we’re trying to build, and I’ll talk to you guys soon. Bye.
Something cool I learned from wrestling…
On today’s episodes Russell talks about hiring a new energy coach and how she is similar to having a wrestling coach. He also talks about why having some kind of coach is helpful in giving you an outside perspective on your life.
Here are some fun things you will here in this episode:
So listen below to hear about how having an outside perspective on your life can help you.
---Transcript---
Hey everyone, this is Russell Brunson and welcome to Marketing In Your Car. Good morning everybody. I hope you guys are all doing amazing. I am heading into the office now as normal. I probably should just quit saying that because you guys are all riding with me every day and you all know that’s kind of the game plan.
But I wanted to share with you guys a cool insight I had two days ago. I need to preface it, because in my mastermind groups every year we get a group amazing women who join who self identify themselves, so I wouldn’t say this if they didn’t say it, but since they do I can tease and I can play off of it. But, they come in and usually everybody introduces themselves, “Hey I’m so and so and I’m in the woo woo niche.” Woo woo typically means all of the mindset and spiritual healing and all these things that are grouped in, in the woo woo, right. So that’s kind of our joke in the Inner Circle like, “You’re one of the woo woo teachers.” It’s kind of funny. So with that said, I do believe in a lot of those kind of things and I think there’s a lot of value and stuff and a lot of cool things that come from that.
Anyway, one of our members….some of you guys may have heard of them or met them, but if not, they’re amazing. Their names are Justin and Tara Williams and they run a couple of podcasts. One in the real estate market which I……if you want to flip houses, these guys are amazing, they flip like 100 houses a year, but that’s not the kind of business I want to be in, but if you do go check it out. I don’t even know the name of the podcast there is. They also do one called 8 minute millionaire, which is one of my favorite podcasts. It’s really, really fun. And then Tara just launched a new podcast called, I’m going to mess up the name; it’s like the Energy Healing Podcast. She launched it and I kind of saw them launching it, but I didn’t know much about it, and then at the group she got up and kind of presenting and explaining what they’re doing. And we were teasing them, “Oh no, you’re in the woo woo market now. You guys went from hardcore house flipping to becoming a millionaire to woo woo in a year, which is kind of funny.”
But it was awesome and she showed the process and the model that they’re doing. It was really, really cool. In fact, maybe I’ll talk about it another day, but if you want to see a really interesting, simple, clean model, I’m really kind of watching them close, because I think it’s cool, but if you go to tarawilliams.com and make sure you spell it right. I’ll make sure... my sister-in-law transcribes these; I’ll make sure she goes to the right site, so it’s right in the transcript. If you go to tarawilliams.com, it’s a very simple page telling you a story, you opt in, they get you to listen to the podcast. The podcast pushes back to an energy healing calm, and then eventually I’m sure they’ll go to hiring coaching and a bunch of stuff like that. But it’s simple, the podcast is the traffic generator, and then you look at the podcast, she did a really cool job of when you come in and taking you through an indoctrination. First thing she introduces the podcast, second podcast episode tells her story and then after that it goes through a 21 day jump start. 21 days of hope to help you become indoctrinated and understanding energy healing. Why she does it, how she does it, all these things, which increases your desire to want to go get the coaching call, and things like that.
Anyway, needless to say, I’m going through the process. While she’s at the Mastermind, she reads my energy, totally the woo woo realm of things, so if you guys don’t believe in that kind of stuff, I totally understand it, but I was like……it was strangely amazing and interesting and yeah. So we actually, during the mastermind I had them come over and talk to my wife and I more about what they do, and did a session with us then, and then I drank the kool-aid and signed up and paid them a bunch of money to do some of my own sessions. So my very first call was on Monday, which was Memorial Day. So I woke up early in the morning and did that and it was interesting. I would say I’ve done a lot of coaching, a lot of coaching, probably more than most people on earth over the last ten years, but I would say that it was the most specific personal development, life coaching, whatever you want to call it, session that I’ve ever had. I’ve had a lot of good things that are….but the problem is they are more generic; the way she does things is very focused on me. Anyway, I will leave it at that because there’s a bunch of stuff that is outside the scope of this podcast. I wanted to share that first off because I think the model is really, really interesting. Second off, during my session I learned something really interesting about myself, that I think would be good for you guys too. So therein lies what we’re going to be talking about for the next 5 minutes till I get to the office.
So during my session we were talking about just things and how I work. She was asking me, “There’s some kind of wrestling analogy here that you need to figure out and explain to me.” And I was like, “Okay.” So I’m kind of thinking through it and I don’t remember exactly what she said for this to kind of come up or anything but, I remember the moral of the story and it was talking about wrestling, and any of you guys that have ever been to wrestling match, this is kind of how it works. When you’re in high school they’re 6 minute matches, when you’re in college they’re 7 minute matches, it’s basically 2 minutes for each period, there’s 3 periods. First period both of you start on your feet, then after 2 minutes, or in college the first period is 3 minutes, then there’s a quick break. The break literally is maybe 10 seconds, it’s long enough for the ref to flip a coin, see who gets their choice, whoever wins the choice can say they want to go top, bottom, neutral or defer. Top means that you get to start on top of the guy, bottom means you get to start on the bottom, where you’re on the mat and the other guys on top of you. Neutral means you get on your feet again and defer means you let the other guy choose and you choose the 3rd period. So that’s kind of what is top, bottom, neutral or defer.
So that goes really quick, you pick “I want bottom.” And then right before you walk back to the center of the mat and kneel down you look back at your coach for a second, maybe 2 or 3 seconds, a really short period of time, just long enough for your coach to be like, “Dude, Russell, he’s leading his right leg, look for that. You’re missing it but he’s leading his right leg.” Or “Hey Russell, keep your elbows in. You’re overextending your arms.” Or whatever that little piece is. And my coach is able to see what I’m not. Because I’m right there, my face is in the middle of this thing. We’re beating the crap out of each other, there’s heads and all sorts of things are happening. And I’m aware of as much as my subconscious mind is picking up from all my training and my practice and everything, but there’s things from the outside I’m not able to see just because I’m so close to the thing. So I look back for a second and the coach is like, “Hey, your elbows are flying, keep your elbows in.” I’m like, “Oh crap, I didn’t even realize. I’m getting out of position.” Or “Hey look for the under-hook on this guy, he’s reaching.” Or “Hey, look he’s stepping.” Or whatever it is, they give me a second, maybe 2 seconds of really fast coaching from an outside perspective. You go to the middle, boom you start again. You go for the next 2 minutes, the period ends, you come back, reset, you’re standing there and look over to the coach and the coach is like, “Boom, here’s this outside nugget that you’re missing.” And then the match is over.
And what’s interesting, if you look at those little things, it’s tiny periods of time. Seconds, maybe 5 seconds max. But you’re getting this perspective from outside, from something that…….I think about this a lot. For me, and I don’t know if I’d say this in all situations, but you got Tiger Woods. Tiger Woods is better than his coach. Typically if you’re in competition, you’re better than your coach, you’re coach may have been better back in the day, but they’re not actively competing. So you’re the best, you’re technically better than your coach in that period of time, but the coach still has a different perspective that you don’t have. He’s able to look from the outside and be like, “Wow, Russell is doing a lot of good things right, but this is where he’s getting in trouble. This is the piece…” or whatever those things are. And it’s that outside perspective you get for a second. And one of the big takeaway’s from my session with Tara was understanding for me in my business, I’m in the heat of it. I’m going a million miles a minute and doing all sorts of stuff just like I’m in a wrestling match, and the thing I was missing was I wasn’t taking that time to look back at a coach, look back at whatever. And it could be a coach, it could be a spiritual thing, through prayer, which I think is probably more of where I need to be focusing at. It could be, you know whatever, but it’s taking a second and looking back to get the outside perspective so when you go back to battle you have that ability to execute better.
So that’s kind of where I wanted to share with you. For each of you guys it’s going to be different. I think for me, and it’s one of my things I’m trying to work on for the next month or so and really figure out, is where are those times for me? I’m not a big fan yet of meditation, but I know people who are obsessed with it and seems like in my world, everyone is getting more and more obsessed with meditation and I just don’t feel like I have the time for that right now. Some of you guys know I just bought a flow tank, so the flow tank is going to be at my house next week, it’s being delivered. When you do a flow tank session, it’s like an hour sitting in this tank floating in salt water, you just kind of sit there for an hour, so it’s going to be my forced meditation time. I don’t even know how to meditate. So I’m probably going to, when I’m locked in there push play on some meditation thing that forces me to meditate. But it’s going to be my time to force me to stop and look back at my coach. So meditation could be a thing, it could be hiring a coach.
I look at one of our Inner Circle members who’s been killing it, just finished a new webinar and sent it to me today and was like, “I’m so excited.” And I felt bad because I’m so excited about the webinar, but there’s 3 final mistakes almost everyone makes in a webinar and she made all three of them and I was like ahhh. And I feel, I almost feel bad being that coach that’s like, “Hey, this is the three places I see that you’re already making the mistakes,” because I know how much time they’ve put into the presentation and all these things, but that’s what they’re looking for. That outside perspective. “I’m in the battle, I’m creating, I’m doing all this stuff and it looks perfect to me and I look back at the coach and the coach is like, “It’s looking good, but you’re overextending, your elbows are out.” Or “You’re stepping too hard with your left leg and that’s why he keeps taking you down.” Or whatever that thing might be.
So hiring a coach or mentor, I’ve been a big believer, and it’s funny because I haven’t for the last year and a half just because Clickfunnels got a little crazy. But prior to that in my life, I always had a coach, someone I was paying for coaching, and it wasn’t always like a business coach. It was a health coach, or a life coach, relationship coach. And right now I’ve got my new energy coach, so it can be all sorts of different things, but always having some coach that you’re paying so you have someone to look back to and be like, “Hey I need an outside perspective. What am I doing right? What am I doing wrong?” So again it could be meditation for you, could be prayer, could be hiring a coach, could be all those things combined. Kind of my big takeaway for this week is that while I am good in the heat of battle, I’m doing well, better than I’ve ever done, I need to take those moments to look back and get the outside perspective from somebody or something else that I might be missing right now. Because no matter how good I think I might be, I’m missing things. So that’s what the outside perspectives for.
Anyway, that’s what I wanted to share with you guys today. It’s cool, I’m excited. I’m excited to see where my journey goes with Tara as a coach for a little while. And just see the different things I get from that. So I’ll share the cool stuff with you guys. But that was the big takeaway for me. So think about that you guys. I’m sure that you’re all amazing at what you do, but look back at the coach to get the outside perspective. That’s what I got. I’m almost to the office today you guys. I got calls. Ugh. I hate days when I have calls from noon to 4. It’s killing me. I just want to build funnels.
Anyway, so I’m going to film from 9 until noon. So I’m going to go bust out four things really quick, then get on calls all day and that’ll be my day. And then tomorrow, we’ve got all Dylan, Todd and Ryan, my Clickfunnels co-founders/partners are flying in for 3 or 4 days and next we’ve got the whole team flying in. So tomorrow will be a fun day of getting crap done, planning for world domination. Taking a step back so we can move 50 steps forward and it’s going to be good. I’m sure we’ll be broadcasting live from some of our secret sessions, so hopefully you guys are tuned into Periscope and Facebook Mentions and all the other places we’re posting cool stuff because we’ll be sharing inside, behind the scenes of what’s happening. Alright guys. Appreciate you all, have an amazing day, and I’ll talk to you guys soon.
How to get people to profitably join your podcast, follow you on social media, and so much more.
On today’s episode Russell talks about an idea he has for the Marketing In Your Car podcast and how to get more subscribers.
Here are some cool things to listen for in this episode:
So listen below to hear the details of Russell’s exciting new idea.
---Transcript---
Good morning everybody, this is Russell Brunson and welcome to Marketing In Your Car. Alright everybody, I hope that the weekend was amazing for those who are listening live. Those who….I guess it’s never really live, those who are listening in kind of real time, for those who are listening some other time, hope you had an amazing whatever today was for you. And I have got some crazy, cool things happening this week. I’m excited.
We’ve got…..we’re launching the Keto Funnels for the Pruvit company which is going to be cool. It’s not live today but it should be live by the time most of you guys hear this, within a day or two. So if you wanna see a little bit behind the scenes of what we’re doing go to ketofunnels.com, that should be live, like I said, in a day or two. We’re going to be rolling those out, funnels for a network marketing company, so it’s kind of a big experiment. We’re going to be testing out, if it works good here, we’ll probably do it with other companies. Anyway, it’s kind of a little sample test to see if we can build out funnels for companies and make it so that a company person basically comes in, drops in their Pruvit ID and unlocks all these secret funnels, so it’ll be kind of cool to see how the first test goes. I think it’ll do well, we’ve built 2 pretty amazing funnels for that company and I think that people are going to love them and do a lot of good stuff with them. So that’s kind of plan number one that’s happening this week.
Also Bio-hacking Secrets should be going live. We would be going live this week, but we have to record one more product, so Anthony’s flying back out for that early next week. We’ve got the hack-a-thon starting. So we’ve got, this weekend basically Clickfunnels partners and co-founders are all flying in, and next we’ve got pretty much half the dev team, maybe more, maybe the whole dev team, a whole bunch of the dev team, a whole bunch of the marketing team. So for a week we’ll be doing a whole bunch of crazy, cool stuff, while we’re filming episodes for Funnel Hacker TV. There’s a lot happening, which is fun, also at times, overwhelming, not going to lie. But it’s good.
I got a couple of big projects I’m trying to get out the door and then I can start focusing on some of the fun things that are going on with Funnel Hacker TV. But today I wanted to share with you guys an idea that hopefully will be a big idea for some of you guys. Because I think I cracked the code on something. If you think about how most people grow, I’ve been thinking a lot about it, I know Snapchat is the new cool thing, and podcasts is cool, and blogs are cool and all these things are cool, right? The problem with most content things is that the way you get traction is first off, you’ve got to do it consistently for forever which kind of sucks. For most of us it takes a long time before you have success. I was doing this podcast for probably 3 years before anyone listened to it. But I didn’t care because it was fun and it was an easy format. But it was hard because, luckily I was monetizing my life in other ways, but this is your marketing strategy, it sucks. If your marketing strategy is, let’s go blog, let’s go podcast, let’s go Snapchat, things like that, it’s tough. So I’m always looking, how do we beat the system? How do we make it so that we can get customers and people to subscribe profitably? Where we make money every time somebody joins our podcast or gets on Snapchat or whatever that thing might be.
So I’ve been thinking about that. How do I do that? What’s the best way? I have an idea and I’m going to be executing on it, and I hope a couple of you guys copying me, because if you do that’d be awesome. My guess is that most of you won’t but hopefully one or two of you will because that’ll make it worth sharing the idea. What I’ve been looking out is, I’ve been doing…..We’re getting close to episode 250 in the Marketing In Your Car Podcast, which is crazy. Don’t you guys think? We’ve been hanging out 250 days, we’ve been sharing this message together. So that’s kind of cool. My problem is when we go pay, “Hey go subscribe to Russell’s podcast.” It’s expensive, and it’s hard to track, it’s less effective, it’s not the best thing in the world right? I know it was almost impossible to track as when we were trying to guess , we were spending $100 to get someone to subscribe to your podcast. it was obviously free things in your list of a bunch of other things to do, but for me to buy ads to get people to build my following, crazy expensive, not worth it, not even worth the time and energy. That’s why putting out good content is good, people share.
A lot of you guys have found out about this podcast because people shared it with you or whatever. So those are the good things having good content, but I don’t want to rely on good content to get my message out there. Because no matter how good your content is, at first it’s not spreading. So how do we do it? So I had this idea. Building a funnel specific to getting people to subscribe to my different channels and things like that. What I was thinking about doing, and a couple of ideas and tips kind of came along with this thought process, but one of them I was looking at all the podcasts I’ve done in the past and there’s 5 or 6 that are focused on webinars that are really, really good. Things that I wish everybody could listen to. So I’m like, what if I take those 5 things and I’m like, “Hey opt-in for the 5 top webinar strategy’s” or whatever, they opt in and boom, I just give them the links to those 5 podcasts. So that’s one way I can start paying to get people to opt-in and have some kind of metric, but it still doesn’t make me really money up front. So I’m like how do we do this?
So my big thought, my big aha, I’m excited for this, is I’m going to be taking 250, well as soon as we get 250 episodes, we’re getting close. I’m going to make……I’ve been sourcing it in China. In China we’re getting these really cool pre-loaded MP3 players, and I’m going to pre-load the first 250 episodes of Marketing In Your car on that thing. So I’m going to go and actually pull out the audio intros and exits, just so you don’t have to hear the same song 250 times, for those of you guys that binge listen. But I want to encourage people to binge listen. So what better way than to do that than to give them devices with all those things pre-loaded on it. It ends up costing me $5 or $10 in China to get one of these MP3 players. It’ll be wrapped in my logos and all that kind of stuff, and I’m going to do a free plus shipping on it. Free plus shipping you’re going to get 250 of my top podcast episodes. So that’ll be basically the offer, and we’ll have some kind of order form bump and some kind of upsell, right? Whatever that is.
So now, I can go on Facebook and get my email list and other people’s lists, and all the traditional marketing channels to give away this MP3 player, which people who download my MP3 player with 250 free episodes of my podcast, what do we know about those people? They’re probably either interested in my podcast, or they will become because now I’m giving it away to them to binge listen to them really, really easily. So they will come through that funnel and after that funnel, now this is my, in my mind it’s my funnel to connect people to all of my social outlets. So day one would be a thing like, “Hey, thanks so much for listening, the MP3 player is on its way, but I want you to subscribe right now so that you can get all future episodes. Because episode 251 and beyond are not on this MP3 player, so you have to click here to subscribe. So, boom, we’re getting people subscribed to itunes that day.
So now I’m causing consumption and then I’m getting people to subscribe. And then day number two is going to be something like, “Hey guys, this is Russell. You know what Snapchat is? Here’s 5 cool snapschats I sent out in the past, I want you guys on this list, because if you’re not getting my Snapchats you’re missing out on some cool crap that’s coming directly to you through the Snapchatty-thingy.” I actually haven’t started using Snapchat yet, in fact I don’t know how it works, but I know it’s the big next thing, so I’m like, how do you get people to subscribe? Well it’s hard, you have to train them.
So I’m going to get a freaking pay for ads until somebody to go download Snapchat, search for my name, click on my button, that’s the most inefficient way on earth to grow a following, it’s horrible. But for people who have said, “Russell I’m going to pay you for 250 of your episodes.” those people are a little more engaged and now I have a full day focused on, “Hey guys, today’s a Snapchat day. Anyone who has a Snapchat you’re going to get blah blah for free. Go and do it.” And we bribe them and motivate them to get them to subscribe to Snapchat. The next one can be like, “Hey guys, this is how”….I don’t know, LinkedIn or Pinterest, or Instagram, or whatever, I’m going to use that communication funnel after somebody gets this free plus shipping thing to connect them into all of my social channels and that’s going to be the funnel. So that way in theory if we execute it right, usually it costs us about $10 to get a free plus shipping buyer, and if we can make $20 or so from that initial funnel, that’ll cover our shipping costs and basically now we’re breaking even, and now I’ve got people’s attention, to now get them into our other channels for free, and in a really cool way that’s not them clicking on an ad in Facebook, but actually watching a video of me educating you, coaching you how to do it, telling them what to look for, to how it all works. And that’s kind of the thoughts. So that’s my thought you guys. So I’m going to be building out really cool, I don’t even know what we call it, a funnel with the sole purpose of profitably acquiring subscribers to my blog, podcast, Snapchat, all those other things.
We should probably come up with a cool name for it. What do you guys think? What would be a cool name to use for it? Call it the…..oh what if we call it, have you guys ever read the article called the Thousand True Believers, or A Thousand True Fans, is that what it’s called. Oh and there’s a book called the True Believer which is a book about how to start your own cult, not that I’m studying how to start my own cult, but if I was, I would definitely be reading the True Believer. What if we call this the True Believer Funnel. The True Believer Creator Funnel. That’s too many words. Let’s call it the True Believer Funnel, this will be just between us people. You guys on the Marketing In Your Car and that’s it, nobody else gets this one right now. So this is the True Believer Funnel. That’s what we’re going to start focusing on, where we can profitably acquire people into our cult, sure. That’ll be the game plan.
Anyway, that’s my thought. Hopefully that helps some of you guys, gives you some cool ideas. Again, you don’t have to be as elaborate as me, with 250 episodes on, you can go pick 5 episodes and sell it for $7 or you could do like I’m doing. Burn them on a CD. Initially we burned it on a CD we just never sold that one. But as a MP3 player it’ll be super cool, it’ll grow and grow the way we’re looking for, plus I can put on all my other follow up sequences and a million other things. Anyway, that’s totally the game plan you guys. So feel free to Funnel Hack it, rip it off. But you will see me executing it very quickly. We’re getting MP3 players designed right now. My brother’s cleaning up all the audio from past Marketing in Your Car’s making it easier to listen to, and I got to get to episode 250. When those things are finished, we will have an MP3 player with 250 episodes pre-loaded on it, for your listening enjoyment.
That’s the plan you guys. Alright, I am outta here. I got a busy day and I’ve got field day today with my kids at 1, so I’ve got 3, about 4 hours to bust through all my projects, then I am out. Which I am kind of excited for, the day’s I only have 3 or 4 hours to get stuff done, I typically get more stuff done than the days that I have 10 hours. It’s forcing me to get everything done in a compressed amount of time to get to my kids field day today. Cause this is the last week of school for them, so it’s going to be really, really fun. I am in charge of the tug o war, so I’m going to be….just picture this, me vs 10 little kids in a tug o war. It’s going to be so fun. I’m excited. Alright you guys, have a great day and I’ll talk to you guys soon.
The most ninja thing I learned at this week’s mastermind group.
On today’s episode Russell gives a quick history of how his Inner Circle came to be. He also talks about some cool things he’s learned at this week’s Inner Circle groups.
Here are some fun things to look forward to in this episode:
So listen below to find out more about how Russell’s Inner Circle came to be and how to channel your own Sub-Zero.
---Transcript---
Hey everyone, this is Russell Brunson and welcome to Marketing In Your Car. Hey everyone, I gotta keep making the intro more and more cheesy every single day because that’s the best way to do it. Anywho, I hope you guys are doing awesome, I’m heading into day number 4 of the mastermind meetings. It has been amazing, to say the least.
Let me kind of give you a background on the Inner Circle. It’s kind of cool actually. I launched the Inner Circle, probably 3 years ago and I had a mastermind group in the past but the first time it was 7 or 8 years ago. I launched a mastermind group; I think I sold 2 people into it. I was like, “Crap, if they show up there’s only going to be 2 people and it’s going be dumb.” So I invited a bunch of my friends and stuff and tried to make a full group. It was always okay, but I don’t know. It just wasn’t’ amazing. So we ran it for 2 or 3 years and finally I was like, let’s stop running it. So we turned it off and didn’t run it for a long time.
Fast forward to a couple of years ago we decided to launch coaching again. It’s funny how your mindset shifts. We had sold coaching at 5 so this time I was like we’re going to sell it at 8. So we sold it at 8. And then I was like, now we’re going to do it at 10 and we bumped it to 10. Then I was like we’re going to do it at 12 and we bumped it to 12. But it wasn’t really a mastermind group, it was more this other thing.
Then I met this guy who had sold a $25K mastermind group. He said he was signing up 2 people a week. I was like, I don’t know if that’s even possible. It seemed like too far, too foreign to even be a possibility. But I was like, let’s just add that as a thing and maybe we’ll sell one or two. So we did and then right away we sold one. I was like, “Crap, now we gotta fulfill on it and we gotta sell more.” So we started slowly selling it. I think at our first mastermind group we had 8 people at it. And that was kind of cool. I was like, alright. And then by the second one we had about 20 people at it. And I was like, “Dang this is getting big.” I remember Bill Glazier’s mastermind group I grew up in, he only allowed 18 people in the group. So with 20 we had a full group and we were giving everyone an hour in their sessions. And then it kept growing and growing. Soon we got to the point where we had 35 people in the group. I was like, Dang. So we shrunk it down to where everyone had 30 minutes. It actually ended up being better because people spent a lot less time talking about nothing and a lot more time focused. So I was like, “Okay, cool. We’ll keep it at 35, keep it there.”
And then the next meeting we had 45. So we shifted to 3 days and it hit 3 days and it was too much, everyone was fried. I was like, “What do we do.” Finally I was like, “I’m going to break this into 2 groups. We’ll have 2 groups of 20ish.” So we broke into 2 groups, by the time the 2 groups showed up, they both had 30 people in it. We were at 60 people in the group. I’m like, “Oh crap.” So we had 2 groups. 1 one day, and 1 the other day. We had a crossover day, so we had dinner together and it was really fun. We’re like, cool we’ll keep 2 groups and we’ll be fine. Then the next time we had 2 groups and both groups had about 40 in it. And I was like, “We can’t facilitate 40 in a group, it loses the experience.”
Excuse me, my throat is dry from a lot of talking. Anyway, I was looking at it, we’re almost 80 people. I can’t believe we have 80 people at our $25K a year program. It didn’t make any sense to me. And this comes back to one of the big things we had over the last 3 days so far. When is enough, enough? So I said, “You know what,” and actually I had years ago, Dan Kennedy asked me, “What’s your number?” I’m like, “What do you mean?” he’s like, “What’s your number? When are you going to be happy?” and I’m like, “I don’t know, a billion.” And he’s like, “All you entrepreneurs, especially the young ones, you just want money, so you just work and work and work. You don’t have a number so you just keep working til forever. You gotta have a number otherwise you are going to burn yourself out. And you will find out that this business you created because you wanted freedom and a lifestyle will rob you of that.” And I was like, “Crap.”
So a few months ago, I was looking at Inner Circle and I was like, “What’s my number?” At that time I also said, “From now on we shut down our lower end program.” Which was a $10-12K a year. I said “You know what, we’ll just close that down.” Which was crazy because it was almost a $2 million dollar a year business and I just turned it off. It’s not worth the effort anymore. So I turned it off, which was really scary. Then the only option became $25K which is why so many kept joining it. So a couple of months ago I said, “What’s my number?” We’re at 80, I’m going to have 100. And when there’s 100 we’re going to shut it down.” And so I said that was the number and within two weeks we got to 100, which was crazy.
So that became my number. I said, “Look, that’ll be it. A $2.5 million a year business for me coaching and that’s it. We’re not scaling, we’re not growing. It is what it is.” And I said, “With 100 people, how do we do this?” And I looked at some of the other groups out there. One of my friends groups, they run a similar thing and they grew the same thing, about 100 people. They have 100 people all come to one meeting. So I went to that meeting and I didn’t like it. I felt like I didn’t get anything out of it at all. So I was like, I don’t want to make mine big like that. The format that I get the most value out of is the one with 20 to 25 people in the group and everyone got to share. So I said how about this, we’re going to break it into 4 groups of 25 and that’s what we’re going to do. And we will lock it out. So that’s what we did, we capped it out at 100 people, 4 groups of 25. And that is now the Inner Circle.
So we had 25 people here Monday and Tuesday. 25 people here Wednesday and Thursday. And then next month we got 2 more groups that will come through and that’ll all 100 people. So that’s kind of how we shifted our Inner Circle and it’s really cool. It’s nice because these groups don’t have 30 or 40 people, we’ve got 25, so it gives us where we have more time and less stress. It’s really cool, just perfect right now. The only thing that’s lame is it’s hard because all these people want to join the Inner Circle and they can’t, which is a good problem to have.
So I told these guys, “Look, this is how it works. Your seat is here and you’re locked in forever. The only way someone else can get in is if one of you guys leave.” So we have these guys from Ukraine, and one of them, Vlad was like, “I just thought of a good business opportunity for me.” And I was like, “What’s the business opportunity?” he’s like, “No more seats are available. I will sell my seat for $50K. I will come as the partner and they will come as the person. I will get just as much value at this thing as everybody else.” I was like, “I guess that’s brilliant.” It made me kind of smile. It’s really fun.
We’re having a great time, and that’s what’s been happening. So the first…..I wish I could drive with my notebook out, because there have been so many transformational shifts even for myself and I think for everybody else in the group. It’s just been really, really cool. I’m trying to think how deep should I go? And I’m kind of late too because I’ve been dragging my feet a little bit. Not going to lie, I’m a little bit tired. So a couple of the….let’s see. How much do you guys want to know? I should just do a session where we sit down and I share the top 20 things we got from mastermind. One of the cool ones, I’m curious if any of you are…..it’s hard to explain this without being able to visually show it. How many of your prospects struggle with procrastination when you’re trying to get them to buy from you? So there’s my question for you. I want you to think about it. I’m guessing that most of them do right? It’s the reason why urgency and scarcity are such big driving points.
If you look, I’ve done a couple of podcasts on this topic. It’s a big thing. Urgency and scarcity is what gets people to buy. In fact, Justin and Tara Williams are in our group, they’re awesome. He was telling me, “We pretty much figured out that the only thing that gets people to buy is urgency and scarcity. So once a month we launch something and then take it away so we can have urgency and scarcity.” It’s pretty awesome. But I was like, “Why does it take urgency and scarcity?” It’s because of procrastination, they procrastinate.
So Darrin Stevens, who’s a ninja, a real world ninja. He’s not actually a fighting ninja, but marketing, sales, MLP, hypnosis ninja dude. The guy’s amazing. But what he’s amazing at is so interesting. He runs events and they’ll make $2.5 million over a weekend at an event, which sounds amazing. But when you look at it, his events will have 70 people in the room, which makes it freaking amazing. He’ll close 80%, 90% of the room with a $30K offer. And the events are free for people to come to it. It’s not a buyer event. People come, put the 80 people in the room and he pulls out $2.5 million, it’s insane. I don’t know how he does it. But he was talking about it and showing us a lot of things they do, all about rapport building. It takes them 3 days at an event to get enough rapport to be able to close people at $30K. So they talked a lot about how you build report.
His wife Jackie talked about universals and truisms. Universals are things that are universally true like for example, come into the room and trying to get people to say yes subconsciously, over and over. Similar to trial closes I teach, but it’s this subconscious thing. Universals like, “How many of you guys in the room are business owners?” 90% of the room raises their hands. “How many of you guys here, work for business owners.” So now everyone’s said yes, because that got everyone. They’re universal. “How many of you guys in the room are men? How many of you guys are women?” Boom, you just got everyone to say yes, because everyone is a man or woman. Little things that seem dumb, but they’re training the subconscious mind to say yes. That’s universals and truisms are things that are like, “Hey it’s a beautiful sunny day out here in Boise, Idaho.” And people are like, “Yes, it is a beautiful sunny day here in Idaho.” It’s something that’s true in the moment. So it’s like, “Hey, we’re so happy that all of you made it here today.” Did all of them make it there today, yes they did. So that’s a truism.
Anyway, they’re using all these universals and truisms to build rapport. They’re using breathing techniques, they’re using all these things to try to build rapport with these people, which is cool. And then this one was the ninja one for me. He talked about procrastination. He’s like, “People procrastinate. The reason why…” He draws a picture of a pirate ship on the board and said, “Here’s a pirate ship, who runs the pirate ship? It’s the captain, right? Who actually takes care of the ship? It’s the crew. You’ve got the captain and the crew. Who’s in charge? Obviously the captain’s in charge. The captain is like your subconscious mind. It’s moving things but then the crew is your subconscious mind that’s actually doing all the stuff to make it all happen. What happens when the crew does not like what the captain is doing? It causes a mutiny. That’s what happens. Consciously you’re selling somebody something that subconsciously it’s something out of alignment, so your subconscious has this mutiny which causes procrastination. So how do you get people to not procrastinate?”
He did this technique and I wish I could show it to you, but he did it all with his hand. What he does is he starts speaking to the different parts of the subconscious mind. So you have the right hand, I’ll hold up my hand, “On one hand you guys are really excited and motivated and you really want to be par t of this, but on the other hand,” he holds up the left hand, “On the other hand you’re freaking out. You’re unsure, you’re insecure, you’ve struggled in the past. Blah blah blah.” So he’s holding up both hands like the right brain and the left brain or whatever. Like two different conversations.
Oh crap, I just cut somebody off. Sorry dude. I’m such a bad driver. This is why you shouldn’t be podcasting and driving. It’s as bad or worse than drinking and driving. Good thing we’re in Boise, Idaho which means this guy probably doesn’t have a gun, if we were in California I would be scared for my life, not going to lie.
Anyway, so now he’s got two hands up. He’s got one hand he’s got you really want to do this, the other hands like, you’re confused and nervous, and those are the two parts. Conscious and subconscious, the two things that cause someone to procrastinate. It’s these two internal conflicts. So he does this left hand, right hand, and says, “These two things can come together.” And he brings his hands together. So subconsciously he’s brought the conscious and subconscious mind together and pushes it out. Similar to, have you guys ever played Mortal Kombat? Sub-Zero shoots out the blue fire ball? It’s kind of like that. Right hand, left hand brings them together, clasps his fingers together and then pushes it out like a fireball to the audience. So he’s taking the two parts of the brain, brings them together and then pushes them out to the people. It does that over and over again throughout the event. Every time they’re talking about something, he’s looking like, “What are the two conflicting parts of the mind that are keeping this from saying yes?”
So it’s like, On the one hand, you probably think it’d be awesome to have Clickfunnels. You’re excited, you think this’ll be easy. But on the other hand you’re thinking I don’t have time, I’m not a techie person, but if we can bring these two things together and then he pushes them out, and help you guys to see the value of this. Then it becomes a no-brainer. Boom, he’s just taking this internal conflict that causes procrastination, he’s brought those two pieces together and pushed them back on the audience and now those conflicts are gone. How ninja is that? How freaking amazing and cool is that?
It’s been funny because for the last 3 days now everybody’s been doing fireballs at each other during their presentations and stuff, it’s amazing. For me, this is ninja. I’m totally using it on my stage presentations from now on when I speak and everything else. But where else can I use this? So I’m trying to figure out how to do it with my slides. I’m going to add in my slides something like, add a picture of me with my right hand out, a picture with my left hand out, a picture of me putting them together, and a picture of me pushing it out. And I’ll push through these slides as I teach the concept. On the one hand you’re probably excited, on the other hand you’re probably stressing out, but if we put these things together it’ll help you! Boom. Then you will be successful, and you will join and life will become good.
Anyway, that was a cool one. I hope it makes sense when I’m explaining it. But watch the marketing I do in the future, you will see me using this in Periscopes, in videos, in hangouts, in webinars. Because it’s the most ninja, amazing, cool thing I’ve learned in a long, long time. So I’m going crazy, I’m excited. That was just one tiny, itsy bitsy, teeny little nugget we got in the Inner Circle, and it’s been 3 days of a waterfall of things like that.
Anyway, I am almost to the hotel now, I’m excited. I’m going to go in there and do some subconscious procrastination killing, Sub-Zero fireballs at people, and I think you guys should too. That’s what I got for today you guys. Appreciate you all, have an amazing day. If you want to get on the waiting list to be in the Inner Circle and one of these guys are crazy enough to not re-up, that’s the only way to get in right now. Just go to Russellbrunson.com, apply there and that’s it. Alright guys, I will talk to you all again very, very soon. Bye everybody.