The little app that helps me get done three times more than anyone else I know.

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Hey, everyone. This is Russell Brunson, and I want to welcome you to “Marketing in Your Car”.

Hey, everybody. I hope you have an awesome day today. I was at the office late last night working on some secret projects, but some cool stuff happened. One, for example – I think I’ve mentioned this before. I’ve been working on a book that is my first real book. I really going to get it published and try to do the whole “New York Times ‘Best Seller’” thing, but anyway, I needed somebody to write some blurbs and stuff for the book. I needed someone to write a “Forward” and that kind of stuff.

My dream person to write the Forward was Tony Robbins, because I know Tony, and so I came to him. –“Would you mind writing me a forward for my new book?” I was assuming he’d say, “No,” because he’s pretty dang busy, you know? He wrote me back and said, “Hey, I wish I could, but I’m in the middle of writing my own book, but if you want, I could write a blurb, a quote, to put on the book.” So I was like, “All right.” So he sent me a quote last night, and it was awesome.

I’m driving, so I don’t have it in front of me, but it was something about how – well, I don’t want to spoil the surprise. You guys will see it. It made me feel pretty good. I was excited. I’ve got a quote from Tony that’s going to be on the book, and then I still need a forward written. I think I’m going to get either Dan Kennedy or Bill Glaser for the forward. I need them both. Can you do two forwards? That would be pretty sweet.

Anyway, I’m super excited for the book. It’s almost done. I should have the rough draft all finished by this weekend, and then I’m heading out to a Mastermind meeting out in San Diego, and so I’m going to be proofreading it out there. It should be pretty awesome, so I’m excited for that, for today.

I want to share with you guys a tool. I don’t share enough tools with you guys, I don’t think, so maybe I’ll start doing more of this. There’re three or four tools that I use to run my entire business, and this one I’m going to share with you guys today is about the simplest, most dumb thing in the world. At first, honestly, I downloaded it as a joke, and then I started using it, and now I’d say I probably look at it thirty times a day. It’s one of my most important things ever.

The story behind it is that back when I first got my phone – actually that’s not true. I’d had my phone for a couple of years. One time I was looking for some kind of task management or to do list software, and there’re tons of them out there. Most of them are just lame, but there was this one that was called “Tomorrow”, and basically what it is, is this app on your phone. You have a “To Do” list, and you put in all of your to do’s, and then can see them all there. What you can do is, if you say, “I’m not going to get this done today,” you can click a little button, and it pushes it to tomorrow. That’s all the app does. It’s a to-do list, and then you can push things to tomorrow. I think the joke behind it is, “Oh, just push it off.” You can just slack off and keep pushing things until tomorrow.

I started using it on my phone for a while. I didn’t really use it a lot, but then one day, I don’t know what happened. I was getting ready to look for some to-do software, and I found that they actually have an online version as well that syncs with your phone and with your iPod and your iPad and with all of your devices, so I logged in there. It’s “Tomorrow dot D-O”. Tomorrow.do is the website. It’s free to use. I log in there, and I have my huge to-do list.

What’s cool about it is that in the past, I’d have to-do’s – I’d have a notepad of paper, and things just always slipped through the cracks for some reason. It always slipped through the cracks. I’d have a notepad of paper at my house, and one at the office, and one in my car. I’d have all of these papers everywhere, and it was hard to keep track of everything. Whereas now, with Tomorrow.do, it’s on my phone. It’s at my office. It’s on all of my computers. What’s cool is when I’m sitting there, like when I’m driving somewhere, and it’s like, “Oh crap, I need to do this thing,” I open up the app real quick and type it in, and, “Boom,” it’s saved.

Then what it does is, at midnight, everything that was on tomorrow’s, “Boom,” all gets shifted over to today, because now it’s today. If I’m up late at night, usually I’ll do it at night, if not, then first thing in the morning when I wake up. I’ll see all of my to-dos. Everything that is still in my queue for me to do, and then I just start going through and I just push everything until tomorrow that I know I’m not going to be able to do today. I push, push, push, push, push, and then all I have left a list of four or five things I need to do today, and it just feels awesome.

I go through it, and every time I get something done, I log back in, cross it off, and I can’t even tell you the feeling I get after I cross something off. It’s like the greatest thing in the world. Literally, for the last eighteen months or so, this little tool has been how I’ve been able to push forward and get things done and not have things slip through the cracks, and just keep cranking on things, and so, if you’re looking for a way to get more done and make sure nothing falls through the cracks, and also for me, it organizes my day. It shows me exactly what’s most important, but I don’t lose track of the stuff I still need to do. It’s my favorite thing in the world, and it’s free, so I highly, highly, highly recommend it. Just go to Tomorrow.do, log in and create an account, and download the app. I think the app’s just called “Tomorrow”, I believe, but if you can’t find the app, just go to the website and the website will link to the app as well, but it is awesome.

Anyway, I’m at the office today. I’m going to go in to the office, and the first thing I’m going to do is open Tomorrow.do, look at my tasks, shove everything off until tomorrow that I’m not going to get done today. Then I’m going to start busting out those things, and I’ll bet you I will accomplish more in the next four or five hours than you can do all day, because I’ve got this little tool. You guys, go try it out. You will love it. I’m at the office. I’m going to go have some fun. I will talk to you guys soon. Thanks for listening.

Last night I saw one of the most powerful uses of the “attractive character” ever. Let me show you how Lindsey Sterling used the “attractive character” to get her audience to fall in love with her.

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Hey, everyone. This is Russell Brunson. I want to welcome you to “Marketing in Your Car”.

Hey, everyone. It’s early, and I’m heading to the gym, but it’s nice, because now that it’s summertime, it looks like noon at 6:30 in the morning. I love summer. I’m excited for it.

I wanted to share with you guys a really, super awesome experience. Last night, my wife and I had a chance to go to a Lindsey Stirling concert. If you don’t know who Lindsey Stirling is yet, go to YouTube and type in “Lindsey Stirling”, and look. There’re a couple of really good videos. One of them is of her playing violin and dancing in fire, and one’s her running through igloos. It's definitely worth watching.

She did a show up here in Boise in a really small venue called “The Knitting Factory”, where only about five or six hundred people could jam into this place. It’s standing room only. We went to it, and it was awesome. I’ve heard a couple of pretty cool things in my life, and this was one of the neatest experiences in entertainment I’ve ever seen. We were talking about it beforehand, the fact that, if you watch her, she plays the violin while she dances. It’s a really cool blend of talents. It’s just so different. She was on “America’s Got Talent” a bunch of years ago, and Pierce Morgan kicked her off [laughs], and all of this stuff, but she just kept going and going, and now she’s got this. I think this is her second tour, and she’s done really, really well. What’s interesting is, if you look at her, she’s really good at playing the violin. I’d say she’s an above-average violin player, and she’s a good dancer. I wouldn’t say she’s a great dancer. She’s a good dancer, but the fact that she blends those two together makes her unique and different, and literally, the show last night, I felt like was world-class. I can’t even say enough about how awesome it was.

It was interesting, though. There was one thing I wanted to mention, because I thought it was profound from a marketing standpoint. I don’t think many other people really caught it, but as you guys all know, I’m obsessed with this whole marketing thing. I’m looking at what people are doing and why they’re doing it and how they’re doing it and the reaction from the crowd and stuff like that. The one thing that she did that was super cool – she came out, and she played two or three songs, and everyone was going crazy. Then she needed to take a break really quickly to change outfits. She goes off the stage, and all of the sudden, behind, on the main stage, there’s a screen that’s got effects and all of these things happening. All of the sudden, this thing pops up, like a little movie, and it says, “I don’t think we’ve been officially introduced yet,” and then it shows Lindsey when she’s an infant, and it shows her as a toddler, and it shows her as a two-year-old, and a three-year-old, and then five, and six. It’s showing her throughout her whole life – these little video clips of her saying cute little things and doing stuff, and showing her dancing, and showing her practicing violin. All of her experience that got her to this point, basically, you saw in this little three-minute video, and literally, instantly, it went from everyone going there, thinking who she was and seeing her as a fan, all of the sudden, everyone saw her at a different level.

At the event last weekend, I talked a lot about the “attractive character”. I’m sure you guys, if you’ve been following me for any amount of time, you’ve heard me talk about that and the importance of it and what it does for your brand and for everything you’re doing. I would look at that video, and it was just like, “Man, look at how it changed everybody in this room. We all went from Lindsey Stirling and people who wanted to get out for the night to do an event to people who were fans. She did that all in a little three-minute video. It was not professionally done, but it brought out all of the elements of attractive character, and it was awesome.

I’m in the gym, but I want to keep talking about this, so I’m going to pause it, and hopefully when I come back out to the car, my recorder won’t have shut off. I’m going to pause this, and I’ll be back in forty-five minutes.

All right, I am back. That was a hard workout [laughs]. So I’m going to continue where we left off. We were talking about Lindsey’s concert. I was talking about the video and the whole attractive character concept, and I’ve had a lot of people ask me, when we talk about attractive character, “How do you introduce yourself to the audience, and how do you build this relationship?”

A lot of times, I think people are confused. They’re thinking, “How do I do this on the front end before someone meets me?” You create your own squeeze page or on your landing page or whatever, to get somebody in the door, just like Lindsey. She started the concert. She came out. She did two or three songs, and then after we built that initial rapport, it’s like, “Here, let me tell you my story.” Boom – all of the sudden, it sucks you in. For us, usually on your front end or your squeeze page, it’s kind of blind, trying to get somebody in the door. Now if they’re in the door – “Boom.” Now it’s where you introduce your attractive character and everything else.

One of the big questions we had at our event last weekend was from one of the girls that were there. She was really cool. She was talking about how, “How come all of the ads are ugly, and they’ve got red outlines, and you go to these squeeze pages, and there’s no branding? They’re just ugly. I want to have banners that are brown and yellow and that use my colors,” and all of these things. I was trying to explain it to her, and I said, “That’s fine, but there’s a time and a place. Your initial goal is to get as many people in your front door as possible. Because of that, you’ve got to use what works, and what works a lot of times is this cheesy stuff – headlines and color schemes that probably don’t match your brand and your fill, but that’s okay, because your initial goal is to just get them in the door.” As soon as they come through that front door, for us at least, we immediately transition from a kind of a cold, high-conversion funnel to our branding stuff.

That’s the way that we look at the way that we drive our traffic. It’s a two-step process. Step One, bring them in with whatever converts the best, and then immediately, now that you’ve got them, they’re on your list. Now it’s time to start building your brand and your attractive character and all of those things, where now you’re getting them to build the relationship. That’s how you start getting people to convert better on the back end, because I agree one hundred percent. I think that branding on the back end is important. In fact, I think you’ll sell way more.

For example, this week we sold four people our $25,000 package, which is awesome. That’s by far a record for our high-end coaching things in a week. We sold four of them on the phones. I never could have done that off of a cold campaign, where somebody comes in off of a cold squeeze page, and we call them to sell. No, they come in off of a cold campaign, and then after we’ve got them, now we share our attractive character, and we share stories, and we share our branding. We do all of this stuff to warm up that relationship, and get us to the point where somebody will come in at a higher level.

Anyway, I’m not sure how exactly that relates to Lindsey’s concert, but it’s just something that’s interesting. The other thing, and again, this is me, from the marketing standpoint. I always look at situations and stuff from the perspective of, “What would I be doing different if this was mine. If they hired me as a consultant, what would I do?” One of the big things that I notice – oh, and there’s a cop, a motorcycle cop, shooting people with his gun [laughs], and I think I clipped it.

All right, I’m back. I was looking at what they’re doing, and they had this pre-band come out first, and they were great. They sang and got everybody excited, and then they took thirty minutes to reset the stage and everything. Then Lindsey came out, and again, she was just awesome, from the very first second she walked in. What was interesting is I’m looking at this room. There were maybe five hundred to a thousand people, all jammed. We’re all standing-room only, and it’s a really cool facility, and literally, there were probably ten of us – my wife and I, and a couple of others who were jumping around, having fun, and everybody else was just kind of standing there looking at her. I think everyone enjoyed the experience, but we were at the equivalent of a rock concert or more, and nobody’s moving around.

I was thinking a lot about Tony Robbins, when we did his events, and when we were at his event, I’m the kind of person who, I don’t like dancing. We didn’t dance at our wedding. I just don’t do that. At my first Tony Robbins event that I went to, everybody was dancing like crazy, and for the first eight hours, I refused to participate in the shenanigans. I did not want to be dancing, right? [laughs] After a while, he broke me down to where we were all just going crazy, and it was awesome. I remember that next day was the first time I ever met with Tony. We had a little private meeting, and we were talking. We were in Toronto, and he said that it always takes a while to get the audience in a state where they’re willing to jump around and dance and go crazy and leave their inhibitions behind, and he said that at some events, that happens really, really fast, and other ones take a long time. He said that Toronto took a long time. It took five or six hours before he felt like he’d broken through and everyone was playing full out.

So it took a process, but I was thinking about what Tony does. When you show up at his event, he’s got thirty people on stage dancing, and they’re trying to get the whole audience dancing, and everything’s moving, so as soon as he walks out on stage, the whole audience is already dancing and moving and jumping around, and so it’s easy to kind of step into that and start running with it.

At Lindsey’s thing, everyone was sitting around waiting, waiting, waiting, and then she comes out at level ten, but nobody had been moving and dancing and jumping, just people like my wife and I, who’d been to Tony Robbins. We like jumping around now [laughs]. We’re jumping around, and everyone else is sitting there, even after her seventh or eighth performance. It was insane. It was so good, and again, my wife and I are jumping around crazy, and she like comes out to the audience, “You guys are awesome. There’s a pack of girls out there going crazy,” and literally, there was probably twenty of us, maybe in the whole audience who were going nuts.

I think for her I would look at, before she comes out, getting a bunch of people on stage, getting the audience dancing and moving and coach them and train them and get them to get in the right state that you want so that when you show up, their energy level’s at a different level.

Two times ago, when we were in New York, we went to “The David Letterman Show”, and what was really interesting was the fact that before the show, we had someone who took our entire audience and coached us through the entire process and coached us through what we’d need to do. –“This is what David needs. He needs you laughing. He needs you moving. He needs your energy,” and they’d coach us through it, and when we got into the studio, and it was the same thing. They’d coach us through it again, and they got us all prepped. Then Dave came out, and, “Boom,” we were at level ten by the time he showed up. I think from a marketing standpoint, that pre-frame is big.

Now that concept can work anywhere. When I used to do teleseminars and webinars, I would get on there, and they were all quiet and then when we’d get started answering, I’d say, “Hi, this is Russell,” and I’d get started” I remember five or six years ago, I was doing a teleseminar with Armond Morin, and I showed up ten minutes early. He was on there for ten minutes prepping the event, getting people excited, getting them fired up. –“This is what’s going to be happening. You’re going to have a chance to listen to Russell, and it’s going to be great. Thank you so much for coming,” and then he had this loop, where he kept on getting people fired up for this thing, for ten or fifteen minutes before we started. Then, “Boom,” we started, and we were at a level ten.

So that state, the state that whatever people enter into whatever experience – your teleseminar, your webinar, your event, your sales process – there’s a lot of ways you guys can manipulate that. If Lindsey’s crew were to hire me, that’s what I would be focusing on – how to manipulate that pre-frame before she shows up, so that when she shows up, and when she stepped on the stage, it would be at a level ten from day one. And I’d say that idea is for you guys too. Think about all of your sales processes, how to crank that up and get your audience at level ten before you start speaking or selling or teaching.

I’m back home. I’m going to go eat and get ready for the day. I appreciate you guys. I hope you enjoyed this podcast. If you have a chance to go to a Lindsey Stirling concert, do it. It was awesome. Worst case – just go to YouTube and type in “Lindsey Stirling” and watch some of her stuff, and you guys will be blown away by her talent, for sure. All right, guys. I’m out. We’ll talk to you again soon.

When is it smart to expand and grow your company vs keeping it small and lean?

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Hey, everyone. This is Russell, again, and welcome to “Marketing in Your Car”.

All right, guys and gals, and everybody else who’s listening in, I’m heading to the office today, and this is what’s been on my mind, because we’re about to do a really, really cool thing. As you guys know, I’ve been talking and bragging and being super-excited about Click Funnels. Last weekend, as you know, we did our Mastermind, and we did our live event. Some of my buddies were at the event, Garrett and Scott – they run a couple of sites. They run TrustGuard.com, ShopperApproved.com, KartRocket.com, and they’ve been really, really successful in the software space. In fact, I can’t tell their numbers, but last month they did insanely well for themselves.

What was cool is while they were sharing their pricing model and how they upgrade people and stuff like that, it opened a huge light bulb in my head, because the way our old pricing was structured, we really had some virtual limits on what we could do and how much money we could make. Anyway, that’s where things were at, and after they showed us their pricing model, it opened up the door to a whole new world, and I’m really, really excited. And then they showed us where they had this mini call center that ascends people who get a free trial, and sends them in to a yearly contract which goes from $0 up to, for a year, $3,000 or $4,000 for that contract.

I really think that that’s the route that we need to go with our company. We completely changed our pricing structure because of it, and with that, we started looking at, “Hey, if we’re going to do this model – what they’re doing, we’ve got to have our own mini call center that’s [? 49:24] ascending trial people, and doing demos, and upgrading them, and this whole thing,” If we’re going to do that, and we’re going to do it right, we’ve got to build a team to be able to do that [laughs]. We’re about a month away from rolling out Click Funnels, and we want to have people in place so that when customers are coming in, we’ve got to obviously have a support team, which is going to be big, but also a team to upgrade and to do demos and everything else. We were mapping it out yesterday. To do that, we’re going to need a small team of people, initially, of, who knows? Four or five people, maybe, which now brings me to my own personal fears.

I don’t know about you guys, but I’ve got fears in business. Earlier in my career, I went and got excited, and we ended up building a company with over a hundred employees, and it was scary, but it was exciting. But it went down, and so now I’m in a spot where we’ve got something that I think is going to grow, and it’s going to grow really, really rapidly, and we want to make sure that the infrastructure and everything’s in place. So what do you do? Do you not build those things out, and try to keep it small and lean, and support suffers a little bit? Or do you put the extra costs in and try to go big? There’re so many variables, and so the question on my mind today is to grow, or not to grow? What do you do?

I’m just kind of walking you guys through my mindset, because part of me wants to have this whole infrastructure in place from Day One so that we can scale, and part of me is nervous about that, and I’m sure that a lot of you guys are kind of in that same spot. A lot of people are always asking me, “Russell, we’re building our company. Who should we be hiring first? When should we be hiring people?”, and all of that kind of thing.

Some of the best advice I got was from the book, “REWORK”. He talks about in there that you only hire when it hurts, and so anyway, I have these three or four different internal dialogs happening inside my mind, and I’m not sure of the answer yet, so I’m excited to say I’m going to meet with the team and be going over that, and figure it out. Obviously if we do decide to take this span, we’re going to start with the smallest team possible, but also big enough that we’ll be able to handle the influx.

Some of the cool things that we’re planning when we roll this out, as you guys will see, we’re going to have a Tesla club. We’re going to be giving away a Ferrari. We’re going to be doing a bunch of really cool things, and to be able to facilitate that, obviously, there’s going to be a lot of growth, and we need to have things in place, and so we’re in this ‘chicken and the egg’ kind of spot, and it’s really fun, and it’s really exciting. I’m excited to see what comes from it, but anyway, that’s the game plan today.

One of my big focuses is to figure out, internally, are we going to grow or are we not going to grow? Are we going to figure out smarter ways to do it? Are we going to try to have this happen with people that are outside of the company, or are we going to try to do internal? If we do keep it internal, do we get a bigger office? What are the plans? What should we do? So instead of doing it the way I used to do it, where we would just start running – which there’re benefits to the ready-fire-aim model, but I want to try to do this right this time. I want to make sure that as we’re growing, that we’re growing correctly, and that we’re doing it in a way that doesn’t put our company at any kind of risk or harm, but in a way that we’re growing very organically, but very rapidly as well.

Anyway, it’s a fun conundrum. I don’t know if that’s the right word. It’s a fun puzzle. I don’t know about you guys, but man, business is so much fun. It’s every day waking up and you’re playing this game, and you’re trying to figure out what goes where and what’s going to be the best way of how to optimize it, but every single thing you’re doing, you’re always risking. You’re gambling, and sometimes you’re gambles pay off, and sometimes they don’t.

One of our 25K clients – I had a call from him yesterday. He’s a young, 22-year-old kid who’s crushing right now, doing over a hundred grand a month, and he’s doing awesome. It’s interesting. We test things, and he’s like, “I’ll run ten things, and eight of the ten will be losers, but those other two just blow up, and they make everything else worthwhile.”

It’s interesting, and so I look at us in our spot right now, and it’s exciting and fun in trying to decide which direction we want to go, but doing it, again, more methodically this time, as opposed to just running and jumping like I often did in the past. For you guys, I hope that gives you some excitement, and helps you start thinking about your business. Is it time to grow? If so, what’s the strategy? What’s the right way? What’s the wrong way? How do you do it virtually versus internally?    All of the fun things we’re coming up with – I’ll let you guys know in the future what we come up with, and where we’re headed.

Part of me would love to get a new office. Our office is nice now, but one that’s a little bit bigger, where we could have more space for our team to be doing that kind of stuff, but then also, it would be fun to have our own little spot where we could do our own little video studio, and a couple of other things, and so I may call my old commercial real estate realtor up here in Boise and look around and see if we can find a spot that’s a little bit bigger that give us the ability to have some cool stuff like that. So who know? I’m excited.

I’m at the office. I’m going to go have some fun today. I’ve got about two hours of work, then I’m heading to jiu jitsu, which will give me about an hour and a half to go and try to beat some people up, which always helps me out, and then tonight, we’re going to go watch Lindsey Stirling, which will be pretty exciting. If you don’t know who Lindsey Stirling is yet, go to YouTube and type in “Lindsey Stirling”, and look for the video where she’s playing the violin in the fire. She’s a rock star, and that’s who we’re going to go see tonight. It should be a fun day. I’m excited. Thanks, you guys, and we will talk to you all again soon.

A simple lesson that Russell learned from his carpet cleaner.

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Hey, everybody. This is Russell Brunson, and I want to welcome you to an amazing, beautiful outside day, and a new episode of “Marketing in Your Car”.

I just want to share. I had something that made me smile over the last day or so. I thought I would bring it up to you guys. As you know, we had a big, huge event out here in Boise for the last four days. It was awesome. People loved it. It’s some of the best stuff we’ve ever done, and I’m really proud of it.

One of the things we talked a lot about was funnels. We talked a lot about how to structure your funnel the right way, how to make a lot of money, and one thing I taught is that the concept of that amateurs focus on the front end, and smart business owners like you and me focus on the back end. How do we structure that? How do we put more of our effort over there? After that, I had a funny experience.

We’ve been getting our carpets cleaned for probably the last three years from this guy, and he’s a really nice guy. My wife always talks about him, but I’d never had a chance to meet him. So he was coming over to our house, and he was cleaning the carpet again. I’d say this is the sixth or seventh time we’ve hired him to clean the carpets. He’s made some pretty good money off of us. So I was talking to him, and he said, “Yeah, so you used to own CitySmart.com, right?” to which I said, “Yeah.” “City Smart”used to be, back before Groupon came out. When Groupon was only nine cities, we saw what they were doing, so we  launched a Groupon here in Boise called City Smart, and we were growing it and everything, and then Groupon and Living Social came in and beat us out, unfortunately, but it was a lot of fun.

Supposedly we ran his offer on City Smart, and I asked him, “That’s interesting. How did it go for you?” and he goes, “It was horrible, the worst thing I ever did.” I said, “Really? What happened?” He said, “Well, I did it, and from that I ended up getting like, I don’t know, 150 customers. I went and cleaned the houses, and I made no money off of it. It was a complete waste of my time and energy.” I said, “Really? That’s interesting. So how did my wife meet you?” He goes, “Well she bought one of the things off of City Smart.” I was like, “Interesting,” and then I just kind of left it there, to see if he would pick up what I was laying down, and he totally missed it [laughs].

I just want for all of you guys who actually understand marketing and business to smile with me, because that guy didn’t realize that that little cheapy thing he’d run on City Smart, that at least us, if nobody else, at least us – we came in so far, and have hired him at least six or seven times since then, probably spent $1,000 or more with him, and we will continue to keep doing that, because he’s a nice guy and does a great job. I’m guessing those other 150 people we gave him – clients that we drove to him – I’m guessing a big percentage of those guys probably hired him to come back again and again. I would bet that if he looked at his stats from that City Smart promotion, it was probably the best thing that his business ever had – ever.

And that wasn’t even considering the fact that he’s a horrible sales person. If it wasn’t for my wife and the fact that when she meets somebody she likes, she just keeps hiring them over and over and over again, but he never follows up. If you look at one of my buddies, Joe Polish, he teaches carpet cleaners how to  build these big businesses, and what he teaches carpet cleaners is that when someone comes in, get them on a continuity program where you go back every three months and clean their carpet. If he was to pitch us a maintenance fee, where we paid him ninety-seven bucks a month and then three times a year, he came and cleaned our carpets at a discount, we would have done it, and I’m betting out of those 150 other people, a lot of other people would have done it as well [laughs].

It just made me smile. It’s unfortunate, but it made me laugh, that someone like that, who got all of these leads from us was upset about the experience, whereas it’s exactly what’s fueling his business right now. I just want all of you guys to know, and I want to make sure all of you guys understand that I know [laughs] that amateurs focus on the front end. I would rather lose $20, $30, $40, $50 on the front end sale if it acquires a customer, because that customer, as you’ve seen with my wife and I and the carpet cleaning did buy, and we’ve continued to buy it over and over and over again.

So for you guys, think about your businesses. What are you being short-sighted on? What are you freaking out on because the front end is not quite right? What could you change around to make it a lot better for you and for your business?

I’m at the office. It’s a beautiful day. I’m excited. Remember, amateurs focus on the front end, and you guys, as people inside DotComSecrets and inside the “Marketing in Your Car” podcasts, you understand that we focus on the back end. That’s it for today, you guys. Have a great day, and we’ll talk to you guys all again, soon.

How coaching people, through what you do naturally everyday, can change your business forever.

---Transcript---

Hey, everyone. This is Russell Brunson, and I want to welcome you to “Marketing in Your Car”.

Hey, guys and gals. It’s been a while since I’ve done a podcast. It’s just been nose-to-the-grindstone, going crazy, and I just haven’t pulled up for a moment. I’m driving right now to get my haircut. My hair also has not had a chance [laughs] to have anyone pay attention to it. I look like a wookie. My hair is huge, so I’m getting it all cut down today, and getting prepared for an event that we’re doing here in Boise next week for all of our Inner Circle members. It’s going to be awesome. I’m really excited.

Here’s some backstory on it. It’s interesting. I’ve wanted to write a book for [laughs] probably ten years now. I keep trying, and it’s hard, so finally last year, I just decided, “I’ve got to do it.” You look at the best people, and they hire really good ghost writers, so I went to out there and tried to find a ghost writer. My biggest thing is that I wanted the book to be the same things I teach at events, the things that I believe in, and that we do every single day, and I wanted it to sound like it came from me. I went and researched a bunch of people, and I found someone who specializes in writing in your actual voice. She’s been awesome, and so I hired her. She’s not been cheap, by any stretch of the imagination, but she’s writing a book for me. It’s important.

She’s been working on the book, and doing the book’s been forcing me to set down, chapter by chapter, in excruciating detail, and record audios and mind maps, and everything in my core – the things I teach. It’s been really fun, as I have been getting out all of these things. What’s interesting is, she may have told me, or somebody else told me, “When you start writing a book is the first time that you really start understanding what you actually do.” It’s been interesting because the mechanics behind what we do every single day, when you try to teach them to somebody at this level, it changes. You really have to dig deeper, and you start getting connections in things you wouldn’t normally see or do. It’s kind of fascinating.

As I was doing this whole thing, I said, “You know what? I know on the back end we’re going to want to sell something, so I want to do an event where I actually go through and I teach all of this stuff as well, plus it will force me to get into these thoughts much deeper,” so I’m putting them down, and we mapped out an event, which is the event happening next week. It broke down everything we were teaching into twelve core secrets. You guys know “DotComSecrets”, so it’s “Twelve Dot Com Secrets”, and they’re all focused around doubling your traffic, conversion, or sales.

It’s been really, really fun. If you guys haven’t had that experience of writing a book yet, I really definitely recommend doing it. It actually reminds me a lot of my wrestling in high school. I was a great wrestler. I was a state champ, I think, second place in the country. I went to college, and then when I was in college, they started inviting me to come teach at wrestling camps.

I remember my first summer after my freshman year, going to these camps and teaching younger kids. I remember the big epiphany I had on things. I can remember working with these kids and teaching them stuff and showing them stuff, and they wouldn’t get it, so I’d have to break it down and break it down until the point where it was just so simple that they’d be like, “Oh, I can see how it works.” When I would do that, it made me start realizing why the wrestling move worked. –“The reason why this works for me is because of the way my positioning was this, the way my hips were this, my arm was here, my leg was here.” You start seeing things you don’t see at a level when you’re in it all of the time, right?

I really think that going back and teaching wrestling camps during the off season helped me a lot as a wrestler. I just was able to learn so much more about what I was doing. You never really see it, and after you realize that this is working because of this, this, and this, then you look at it like, “Well, where else can I apply those principals, those things that are working?” So that’s what’s been happening with this book. It’s been interesting.

One thing that I wanted to do was I wanted each chapter to be a stand-alone, yet they all kind of build on each other, but I wanted them to be like if you were struggling in one part of your business, you could take a chapter and just read it and learn something, but I was like, “I want to go deeper than that. I want it to be like where you can just pick up an image and look at the image, and the image – like if you haven’t read the chapter, you look at the image, and it won’t really make sense, but when you read the chapter, and you come back to that image, it makes perfect sense.” That way, it’s kind of burned into your memory, so if you come back a year later, and you’re flipping through the book, and you see this diagram or this sketched-out concept, instantly, everything you learned before will come back, and it will be just like a flood of memories –“Boom.” It will be there really, really fast.

And so, what’s cool is that for every single core concept I teach and I do and I believe in that we’ve been doing, I’ve been breaking them down into these really cool, drawn-out process flows, where Step One is this, Step Two, Step Three, and so on. I literally went through an entire yellow pad of paper sketching out all of these different concepts, and I’ve been taking pictures of them, and I send them to one of my designers, who then takes it, and makes it look like a really professionally hand-drawn image instead of my scribblings on yellow paper, but it’s really cool.

Today what was fun is one of the chapters – I have a whole chapter that’s when we get to the sales and the copywriting and how we sell stuff online section, that I call “Inception Secrets”. It comes from a presentation I actually gave at mine and Daegen Smith’s event, where I was talking about how in sales and marketing how much business has changed.

In the 1980s, the average attention span of a person was twenty minutes, and today, the average attention span is only nine seconds. Is that crazy? Every nine seconds, your brain’s looking for the next text message or Facebook or e-mail or whatever, and so you can’t focus. Because of that, that’s the world we’re selling in now. If you look at how sales has been taught for years, you know that these brilliant copywriters back in the day, Eugene Schwartz and all of these guys that you study and learn about, while what they taught was correct, and what they showed is true, it’s not as relevant today, just because the environment that we’re selling in is so different.

They would have evolved and gotten to the point where they could sell something in nine seconds, but they didn’t have to back then, and so the Inception Secrets is this evolution of copywriting and how it’s changed. One of the big things is that people that don’t want to be sold to. They love to buy things, and so if you can create a selling environment where they think it’s their idea – you’re basically showing them a process, and then all of the sudden they have this epiphany that they think is their epiphany. It’s kind of like the movie “Inception”, where they would place an idea inside of somebody’s dream which would cause them to do or say or change something.

That’s what the whole concept of that chapter was. It’s like, “How do you illustrate that? How do you create these epiphanies in people’s minds so that they don’t feel like they’re being sold, that they’re buying in?” That was a concept at Todd’s event, but it was like, “How do I materialize that in to a graph where you can look at it and have a process that you can follow to be able to create an inception?” It took me about a day to sit down and really map that out and all of the pieces and all of the things, and it will come out and say, “Boom. Here’s the graph. This is how you do it. Here’s how you create inception in somebody’s mind in the sales process.”

In the next chapter, I go through the different sales scripts for different points in the sales funnel, and I think there’re six core scripts that I use, and again, I go through and down and break those down into excruciating detail, like every single thing. It turned out so cool, like one of them is basically my copywriting template, and it’s based off of – I can’t remember who I learned it from initially. I think it was Gary Halbert, or it might have been Dan Kennedy, but anyway, I talk about the core fundamentals of a sales letter as a star, a story, and a solution.

A star is the person the sales letter is about. The story is their story, and the solution is the product that you’re offering, so it starts out with the three sections, but then inside each section, what’s the process you take somebody through? In the star section, I think there were five things that you take somebody through, and then in the story, I think, there were twelve things, and in the solution there were eighteen things. When you write your copy, you pull out these three diagrams, you start at number one, and, “Boom, boom, boom.” By the time you’ve gone through the whole thing, you’ve got your sales letter written very simply and very easily, knowing that you’re following a proven model.

I just went through all of my old sales letters and literally, I just had like this huge table of everything I’ve ever done or learned or created about writing copy and broke all of that stuff down into these little simple diagrams. I don’t know about you guys, but I’m excited for it.

“What’s the point of this podcast?” you may be asking. Outside of getting excited to see the book someday, and then hopefully getting excited for the event, if you’re coming – and I’m sure we’ll sell recordings of that later on down the road, but what’s the point of this podcast?

I think that the real point of it is a couple of things. First off, it comes back to when I talked about back when I was wrestling. I was a good wrestler. I was a state champ. I took second place in the country. I was an All-American. I did great in high school, yet it wasn’t until I started teaching other people what I was doing that I was able to break down things to a fundamental level where I really found out what made what I was doing work. When I learned that, I was able to apply it in so many different areas, and I think it’s the exact same thing with businesses. I think for you, whatever it is that you do, or you teach, or whatever your business is, I think one of the most powerful exercises you  can do is try to teach it to somebody else, even if you’re not a “How to Make Money” or “How to Start a business” business.

If you want to grow your business, one core thing that you can do is sit down and work with other people showing them how to fix their business, or change their business, and start getting your thinking at a different level. You start realizing why what you’re doing is working, why your funnels look this way, why they’re converting, and which part’s not.

I think one of the biggest strategic advantages I’ve had over a lot of the other Internet marketing coaches is just first off, I’ve run a lot of businesses. I do a bunch of stuff. The second off is because our coaching business has been so successful for so many years, I’ve had a chance to work with hundreds and hundreds of different businesses every single year, so I have had a chance to look at different funnels and their processes and coach them through it. Again, I think I get a unique perspective on it because of that, and so I want to tell you guys that same kind of thing. If you’re in business and you want to grow, then focus on helping somebody else’s business, because it will help you so much more to start seeing those things. But then also from your content standpoint, whatever it is you’re selling, how can you teach people more? Even if you’re in a weight loss space, how can you get you more hands in, and teach you more, and break things down more so that you can become better and better at your craft and your art?

That’s the first big take-away, and I think the second one is, just because this was so valuable for me, is try to take all of the core things you teach, and again, if you’re writing a book, it could be fifty pages on a concept and how can you map it, how can you break that down into one piece of paper, sketched out, like in a process for Step One, Two, Three, et cetera. –“Here’s the way you do it.” I was thinking about this as I was going through, like what I do in business is very, very – there’s an art and a science. The art is the beauty, and you’re tweaking and testing and trying all sorts of things. And then there’s the science, which is like, “Here’s the specifics,” and I think the Internet, at least in my business, is more art than science. I think there’s so much art to it. It’s me taking my art, but I have to translate it into a scientific process so that other people can model it, right? I don’t know if that makes sense to you guys. I’m rambling a little bit, but it’s a really cool process.

What you do in your business is art. It’s hard to teach art to other people. I can tell people, “Here’s the conception,” and go into things, and hope that a lot of them do the stuff, but most people don’t, except for the other artists, right? For example, I remember teaching events, and I had a bunch of people there who just wanted to get a process down, and they can’t. I’m telling them all of these different ways they could do it, and they can’t figure it out because of that. People like, for example a Daegen Smith, who was in the room. He’s an artist. I could show him all of this stuff, and he could take that and turn it into his own art. But other people might take that, and it doesn’t help them, so to really help other people, I think, for the masses, because you’ll be able to help other people sharing your art, but if you can to tweak it so that you’re turning your art into a science, again, into a process, now other people can replicate it. That’s where it’s going to be so much better.

An example is one of my trainers that I work out with. I was asking him, “What should I be eating?” He’s like, “Well it depends. There’re all these elements, these variables, and it all depends on all of this stuff,” which is all true, and I get that. That’s the art of it, though. It’s looking down and being able to look at the person’s situation and their life and this and that, and we paint this picture of what’s going to work for you. That’s awesome, but for the masses, you can’t do that. How do you create a template where you can plug people in? That’s where I think the scalability comes in with your content, your offer, your art, and how you can scale it.

I’m in one of those kinds of things where I’ve been sitting at thousands of things, and I’ve been looking at them and mapping them out for the last ten hours, and so maybe I sound kind of weird to some of you guys listening, but I hope you got something out of it. I really hope that you guys take some time and take your art and break it down into a science. Try to make it something that’s a process. As you will see when my book comes out, it’s my best attempt possible to do that, and then second off, go and find somebody else who wants to be like you, coach them through it, because the process of coaching someone through your process and what you’re doing will open up so much stuff for you.

I am here, ready to get my hair cut. Ready for my head to be a little bit smaller [laughs], and excited for those of you guys who are coming out to the event next week. We’ll be hanging out, and we’ll be covering some stuff, and you guys will get the first copy of all of these worksheets I’ve been working on. I’ve been creating a huge book in a binder for everybody that has all of the stuff in there, and then the next time that it will be open will be when my book is done. Hopefully, we’ll have that done by the end of summer. I’m going to try to do one of those “New York Times ‘Best Seller’” campaigns. That’s one of those things on my list I want to accomplish someday, is to get on that list. That would be kind of fun. Hopefully this book will be the tool. I’ve spent more time and energy on this, I think, than any other project I’ve ever done [laughs], so hopefully this will be the tool to get us there, and change some people’s lives, and help get everyone thinking a little differently about their business. I’m excited, and I’m here, you guys, so I’ve got to bounce. I will talk to you all again soon. Thanks, everyone.

An interesting look on how to build a hundred million dollar company.

---Transcript---

Hey, everyone. This is Russell Brunson, and I want to welcome you to a very late-night “Marketing in Your Car”.

Hey, you guys, it is now 1:30 in the morning. I have almost officially been awake for twenty-four hours straight. I woke up yesterday [laughs] or today or whenever it was, at 4:30 in the morning. I came in early and spend three or four hours busting stuff out before everyone showed up. We worked all day, and we pulled mostly an all-nighter. I just started fading about twenty minutes ago. I just dropped Todd off at the hotel, and now I am driving back home to go get some sleep.

But as tired as I am right now, I don’t think I’ve ever been this fired up about a project ever in my life. We’ve created and we’ve sold a lot of stuff that I’m passionate about – a lot of things that I think are awesome and life-changing and all of those kinds of things, but this is the first time that...Today, I literally spent twelve to fourteen hours just building out funnels and click funnels, and I can’t tell you – I can literally do now what used to take me a programmer, a designer, and a webmaster – what it took three people to do, I can do now myself, and in a fraction of the time. I built an entire automated webinar in under an hour, and that’s because I was writing all of the copy. I was doing everything – the entire thing, from scratch, and got the whole thing done. We built out membership sites. We built out funnels, and I can’t even tell you how excited I am.

I think it’s going to change our industry. I think it’s going to change my personal life. I told everybody, “Even if we never sold this, what we’ve created would still be worth it, because this will change our business forever.” It just gets me excited and fired up about how we’re creating something that is that big. I just started thinking about how in most businesses, I think a lot of the time we sell ourselves short. We think about how to make money or what’s cool. How do we solve this problem for people? We create these little things. I’ve been doing this for a decade now, and this is the first time I feel like we’ve approached something and gone after something that’s bigger than any of us, and the fact that we’ve executed it as well as we have is just...I can’t even tell you how excited I am. It’s so cool.

So anyway, what I wanted to talk to you about is tonight while we were working and talking through things, we kept referencing a guy named Jason Fried. He’s a guy who I had a chance to actually interview a little while ago, maybe about two or three years ago now. He owns a company called 37 Signals. You guys have probably heard of him before. Actually they just changed their company name to Base Camp. They’re the creators of Base Camp.

A while ago they wrote this book called, “REWORK”. In fact, Stu McClaren, one of my favorite people in the world, was the one that recommended REWORK to me. We were at Pirate’s Cove at my Mastermind meeting, and we were talking about books and stuff, and he said, “Hey, you should read this book, ‘REWORK’,” so I went and bought it. It’s a really quick read. You could probably read the whole thing in maybe an hour and a half to two hours. It’s basically that Jason and the partners, when they were creating Base Camp, wrote a book about their experience with the business, and it was the exact opposite of what everybody else was doing.

I remember that I read the entire book, and I remember there were simple, fast chapters – just one concept at a time, and I remember going through it and thinking that every single mistake that I had made in my business, they addressed in REWORK [laughs] as a thing, and I was like, “Man, I wish we would have done this or that,” and so forth. I’ve probably read it three or four times over the last five or six years, and like I said, I had a chance to interview Jason on the book. He was a cool guy.

I remember the same month, I tried to interview him and also Gary Vaynerchuk. Jason was like, “Yeah, man, I’ll do it,” and jumped on the phone. Super low maintenance, it was awesome. Didn’t ask for anything, just giving back to the community, and Gary Vaynerchuk [laughs] said that he’d let me interview him if I bought five hundred copies of his book, which was about eight or ten grand or whatever that was. It was like, “Huh,” and anyway, just a really cool guy.

But some of the lessons – one of the things they talked about was when they created Base Camp. They were a website design company, and they were trying to do project management software, and there was no good project management software, so they went and they created their own. They created it the way they wanted it. They scratched through an itch, and created this thing that as it turned out, everybody wanted it, and, “Boom.” This launched their whole company. I think they have over a million users right now. I think that’s what they said. A million users, paying up to ninety-seven bucks a month, which is crazy.

We were talking about Click Funnels. We built Click Funnels to scratch our own itch, to try to speed up our process of launching offers and rolling out funnels. We created it for us, and now I have the privilege of sharing it with others. That’s the way I really look at it.

It’s interesting, but anyway, there’re so many good lessons in that book, I can’t recommend it enough, you guys. I think the fact that we’d read it – everyone on our team had read it multiple times. I think it’s really influenced a lot of our thoughts and our decisions in how we’re growing our company. We were looking at, as we started growing Click Funnels, the company’s called Etison, E-T-I-S-O-N, we were talking about how to grow it, and we saw that there were two different routes.

One route we saw was with a company called, “iContact”, where the owner, Ryan, went and took on funding and did the whole VC thing and brought in money and had millions and millions of dollars of investor money. He grew it that way and they weren’t really profitable until he sold out. And man, he sold out. I think they sold for about seventy or eighty million dollars. I’ve never built a company that way. I don’t understand that way, but that’s the way he did it, and so for a while, we were looking at it, and we were like, “Wow. Let’s build a company like that.”

But then you look at the other side, and you look at 37 Signals. You look at the way Jason has built it, and all of the lessons they teach in REWORK about only hiring when it’s painful, keeping it small, and that your goal isn’t to try to grow. Your goal can be just to serve people and all of these lessons that are counter to what the rest of the world teaches, and I think we made a decision as a team that we wanted to do it this way – the way that the guys in 37 Signals did. That’s the way that fits into our lifestyle and what we want to do. Like I say, I can’t recommend that book enough.

They also came out with another book recently, called “REMOTE”, and what’s interesting about REMOTE is, if you guys watch “TED Talks” – I think it’s at Ted.com – you search for Jason Fried. He gave a TED Talk about this as well, what the book’s all about. He talked about [laughs] – and this week’s been a perfect example of it. He talked about how when you need to get work done, where do you go? Nobody says, “I go to the office to get work done.” They say, “Well, I come in earlier. I stay late,” or, “I do it during my lunch hour.”

It’s interesting how people at work don’t get work done [laughs], right? They’re talking. They’re doing all of this kind of stuff, and he talked about the fact that if you send all of your employees home and have people work remotely, how much more stuff you can get done, because at work, people don’t work. They’re talking. They’re hanging out. All of this other stuff’s happening. I remember in the TED Talk, he’s talking about, “Would you rather have an employee...?” like everyone’s employees are at the office so that they can be focused, but what if your employee was at home watching TV all day while they were working? If they were watching TV, yes, they’d be distracted a little bit, but that’s a lot less distracting than the boss coming in, or the secretary, or the water cooler talk, or every single person passing through their desk area that wants to communicate and chat. It was interesting when he put it into that perspective, and the book, REMOTE, is all about that – having everybody start working remotely.

As we’re building this new company and thinking a lot about these types of things, and the direction we want to move with things, and how to structure things, and how to grow, I really think that the guys that we’re looking at and I think that the guys that you should be looking at, as well, is 37 Signals, or Base Camp is their new company name. So definitely get REWORK, get REMOTE. It could be your reading for this weekend. Those books are worth their weight in gold, I can tell you that much for sure.

Anyway, you guys, I am home. It’s now 1:47 in the morning. I’m going to get some sleep. I’m taking my three-year-old son to the zoo tomorrow morning, which is super exciting. I’m fired up. That’s the game plan.

Look out you guys. Click Funnel’s coming soon. We’re going to open our second wave of beta next week, and we’re going to roll that for about a month, because we’re going on vacation [laughs]. My family and Todd’s family, and so when we get back from vacation is when we’re going to do the big roll out, but it’s all coming soon. All of the pieces are falling together.

All right, guys, I am in my garage, so I’m going to check out, and I will talk to you soon.

The new pre-frame that almost always doubles conversions on any type of Facebook traffic campaigns.

---Transcript---

Hey, everyone. This is Russell Brunson, and I want to welcome you to a beautiful, sunny “Marketing in Your Car”.

All right, everyone. I hope you’re having an awesome day. My first question for everyone out there is, “Do you guys think we should do new theme song for our podcast?” [laughs] I keep getting comments about it. It’s funny, because I bought the domain, MarketingInYourCar, almost ten years ago. When podcasts first came out, I was like, “That’d be a cool idea for a podcast, so I’m going to buy that.” Then one of my buddies, Paul Colgin, had a friend who used to write jingles, and he’s like, “You should have him write a jingle for your podcast.” So he wrote that almost ten years ago, and then it was almost ten years later that I finally worked on a podcast [laughs]. We put it in there, and it’s been kind of funny.

Today, I have something fun to tell you guys about, because I think this is something that could be a game changer for most of you guys. I don’t want you to dismiss it, because I almost dismissed it. I actually did dismiss it once. The second time, it was like someone hit me in the head with a bell, and I thought, “Ah, I see what I’m missing.”

In my high-end $21,000 Mastermind group that Daegan Smith and I run, one of the guys in our group is a guy named Glen Ledwell. He owns MindMovies.com. At our first Mastermind meeting, he was talking about in their business how they never get traffic from Facebook to convert – that for whatever reason, it just wouldn’t work, and so they were trying all of these different things. He said that finally they decided just to add a quiz in front of their landing page. They have their landing page, and all they did was add this little quiz, and the quiz is not even a real quiz. It doesn’t do anything. It asks five or six questions about something, and then it lands on a page that has their sales video. Actually for them, it was landing on a webinar registration page, and then they just recently did one with an “Invisible Funnel” webinar page as well – [coughs] excuse me – so that was the concept, right?

He showed us the numbers. At the first Mastermind, he said, “Hey, we did this, and it doubled our conversions,” and I’m like, “Oh, nice.” I didn’t think much about it. Then at the last one, he showed us, and he actually showed us some very specific numbers. It took these campaigns that were at break-even or losing on Facebook and instantly doubled them. Let’s say he was getting a 1.3 percent conversion rate. He ended up getting 2.6 or higher conversion rate, not by changing anything, just by adding a quiz in the front of it. I thought, “Man, isn’t that interesting?”

So right now, I’ve been working on this new campaign, and I thought, “You know what? I’m going to add a quiz in front of this campaign and just see what happens.” That’s what we’re doing right now. Hopefully in the next day or two, I’m rolling out this new funnel thing that we’re doing, and you’ll notice in the front of it, it’s got a quiz. The quiz asks six different questions, but it doesn’t really do much, other than just ask questions, and then it lands them on a page to sign up for something that costs a little more money. I’m really excited to see the test of that versus just going directly to the page, and seeing what happens. I’m really interested.

For you guys, especially if you’re driving traffic from Facebook, I recommend trying that – try and put a little quiz. Again, the quiz is very simple. You’ll see mine. Mine’s basically, “Take this quick two-minute quiz, and find out how to double your traffic, conversions, and sales.” The first question is, “Where did you hear about us from?” and they pick an option. The next step is, “How much traffic are you currently getting on your site?” The next step is, “How many split tests do you run?” The next step is, “What are your...” Just some basic questions just to get them engaged. It’s an engagement device, where they start taking these little micro-commitments and clicking on something. They’re taking this quiz, and for whatever reason – it doesn’t make logical sense to me – for whatever reason, it gets somebody in a state where more people now will take action, just because they’re clicking on these buttons, and you’re asking them questions.

The other interesting thing, now that I think about it is, I went to this Mastermind group earlier this year. It’s called the “Ocean’s Four Mastermind Group”, with a bunch of guys, and one of the guys, Ryan LeVeck, was talking about how he quizzes in all of the markets that he’s in, as well, and how great of a big thing it is. I think it might be the new big thing, you guys, so if you’re running campaigns on Facebook, try a little mini quiz ahead, before you land somebody on your sales video page, and just see what happens. I think you’ll be amazed with the results. I know I’m excited to find out, and I will return and report and let you guys know what we find out in the next week or so, after we run our first real quiz.

I’m at the office. I’m going to go implement this stuff, and I will talk to you guys soon.

Short message from Russell on his drive home from the tournament. And how, what he learned this weekend, relates to your business.

---Transcript---

Hey, everyone. This is Russell Brunson. I welcome you to the Marketing in Your Car podcast. As you can tell right now, my voice is almost gone. Hopefully I will make it for the next four or five minutes to share with you my weekend.

Basically, I am guessing there are a lot of people listening for the very first time. I just finished my Jiu Jitsu tournament and everyone is asking me. I thought, “Instead of telling them the answer, I am going to make them all go to the podcast and listen to hear what happened.” That is the game plan here; I am going to tell you what is happening.

If you are a first-time listener, welcome. You are going to love it. Every day I do a five or six-minute podcast as I am driving to the office. I share a couple of cool marketing tips. I want to welcome you as you start listening. Please listen to some of the backup episodes. Usually we talk a lot more about marketing, conversions, and sales and fun stuff.

I want to welcome you. I had a very fun tournament. The last time I competed in Jiu Jitsu was a year and a half ago. I do not consider myself a Jiu Jitsu guy; I am still a wrestler who is trying to learn Jiu Jitsu.

It was a lot of fun. I learned a lot of cool stuff. I won a couple of matches and lost a couple of matches. It is fun to get back out there and try to kill yourself.

I have a couple of lessons I learned this weekend that are valuable from a marketing standpoint, as well. First, I am still kind of learning all the rules. In my first match I went out there against this dude with a long beard.

Just to put this in perspective, I still cannot grow a beard. This dude had a six-inch long beard. We started rolling and I almost took him out at the beginning. I did not quite get it and he put me in his guard, so we had no points. It was zero to zero. Then, literally, he locked his guard so tight that I could not get out of it, so the match ended zero to zero.

I assumed, as a wrestler, that we would go into overtime and I would have a chance to take him down again. I did not think he was that good. However, the match ended and he got the win and I was super confused. I found out the rules afterwards and that he basically won.

The first lesson I learned was that when you go into any situation, you have to understand the rules. I wish I had understood because I would have done a lot of things differently. I would have scrambled better and tried to open him up more. I thought we were tied, so I thought, “You know what? I am just going to hang out here until we can break and go into overtime.” Apparently, they do not do that in Jiu Jitsu.

I think that many times in business people just do not know the rules either. You get into something and you are scared to do stuff. You think, “Should I do this or that?” You do not realize where your boundaries are. Marketing is one of those things where you have to understand your boundaries because you have to push them. You have to be a bit aggressive in order to get people’s attention. It is interesting. You are competing against so many other people. It is kind of funny. In my first eight or nine years in business I never looked at it as a competition.

In January, I had a chance to go to an event and hear Kevin O’Leary from “Shark Tank” speak, and it was interesting. He was talking. He’s the bald guy on Shark Tank who’s just always angry and that kind of stuff, but he was talking [coughs] – excuse me – and he was talking about how business is like a war. He was like, “You have to go out there and find out who your competitors are. Your job is really to go out there and figure out how you can beat them.”

I’ve never looked at business that way. I thought it was always just like, “Oh, everyone’s happy. Let’s all get along,” and we’ve done well with that, but if you want to dominate your space and become the number one person, you’ve got to look at it more like a war, or like a wrestling match, or jiu jitsu, or whatever, where you’ve got to beat them. You’ve got to figure out the strategic things behind it, and part of it is understanding the rules – what you can and can’t do, and then after you know that, go and push it. Push the envelope hard to beat them.

Then the next is, because this is give and take, it’s just like a wrestling match or a jiu jitsu match. You’re going back and forth. I think more of us need to get more aggressive in our businesses a little bit and realize that we’re competing with other people. Find out who your competition is now, and how you dominate, how you beat those guys. Just something to think about.

I’ve been thinking about it a lot over the last little while, especially as we’re getting close to launching Click Funnels. We’re going head to head against some big companies. One of our biggest competitors just got $5 million in VC funding, so they’re starting out with a bunch of cash and people and a team and an existing customer base, and we’re coming head to head against them. I don’t think they’re going to know what hit them. We’re going to attack and it’s going to be fun. We’re going to try to take their customer base very, very quickly. It’s war. It’s going to be fun.

Then some of the other software products we’re going to be competing with are big companies – companies like Infusionsoft. It’s a war that I’m ready for, and a war that I’m going to win, and I’m excited for it. Think about that with your business. Think about how you can be more aggressive, who you’re competing against, and how you can beat them.

Now a lot of times, there’re rooms for partnerships and friends and that kind of thing. At the same time, you’ve got to look at this as a sport. Business really is a sport.

Back to the jiu jitsu tournament. I lost that first match, and I won my next two matches. One guy, I came in for a headlock, and I choked him out on his feet. He literally went completely out, like passed out. He started attacking. I attacked once, and he was gone, and so I feel kind of bad. He just sat on the mat for four or five minutes afterwards trying to come to. That was kind of fun, and then the guy that I lost my first match to, he lost, so I had a chance to go against him again, and this time we wrestled. I wrestled a lot better, and then he caught me in this weird funky arm bar thing that I had to tap, which is no fun, by the way. Tapping’s the worst thing in the world. And then I went to some other divisions. I went to this “absolute” thing, and I had to wrestle some big huge dudes who were way bigger than me, but anyway, I had a fun time. I’m glad to be back. My voice is shot. I’m almost home. I’m going to go take a bath and then pass out for three or four days and then get back to work, so it should be fun.

Anyway, for all of you guys out there who are thinking about living your dreams. You’re nervous. You’re scared. Hopefully, you’ll get some inspiration that me as a 34-year-old dude that hasn’t really competed in ten or twelve years, just went up against a bunch of young guys who trained a lot more than me and just went head to head. I hope that gives you some inspiration to really just – don’t be afraid of things. Just go out there and do it. What’s the worst thing that could happen? You get tapped out. You lose some money. Whatever the worst case scenario is, it’s really not that bad. It’s more about the journey and the fun and having some joy in it.

That’s it for today, everyone. I am home. I’m going to go pass out. Thanks for listening, and if this is your first time, please tune in. We’ll share a lot more cool marketing and sales stuff, and I think you’ll really enjoy it. Thanks, everybody, and we’ll talk to you next week.

The only strategy you need to get stuff done today.

---Transcript---

Hey, everyone. This is Russell and welcome to another episode of Marketing in Your Car! Yesterday I pretty much just talked about Jiu Jitsu and kind of spun it with some business at the end.

Today may be kind of similar. No, there are some good lessons. Tomorrow I am fighting in a Jiu Jitsu tournament. I am in three different divisions, so I probably have ten to 15 matches tomorrow as long as I don’t get tapped out. It is going to be a lot of work and a lot of fun.

One thing, though, is that I weigh-in tonight. Tonight I have to weigh seven pounds lighter than I weigh right now. A lot of you are asking, “How do you lose seven pounds in a day, Russell?” The reality is that I am going to lose seven pounds in less than an hour.

We do it the old school way like we used to do it in wrestling. In fact, I went to my garage and I found a huge thing we had which had all of my old weight-cutting clothes. I had my plastics; I had my sweat suits; I had everything. For me, it was really exciting and nostalgic. It brought back so many memories. There were even my old t-shirts I used to cut weight were in there, my sweatpants, and everything.

I had some fun today and put them on. The pants with my plastics are pretty tight now. I am not quite the size I used to be, unfortunately. It was very, very fun.

Today I am going to work for a couple of hours and then head over to the gym, put on my plastics, and wrestle hard for an hour. In an hour—especially for the fact that I am not fat but I have some stuff on me—I should be able to lose the seven pounds in less than an hour. In fact, my record from cutting weight was 12 pounds in an hour. That was the most I ever did. My record for most total weight loss in a week was 30 pounds.

It is not natural weight loss. Do not ask me to teach you the secret to losing 30 pounds in a week. It is all dehydration. You put these plastic suits on and they suck the water out of you. You literally do not drink for three or four days. It makes me laugh when people say, “You can live without food for a week, but you cannot live without water for more than a day.” That is B.S. I have lived without water for multiple days while sucking water out of my body. It is definitely possible.

It is interesting that when you start cutting weight you stop eating and you stop drinking. Then you start trying to suck the water out of your body. As soon as you start getting dehydrated, your hunger pains disappear. It is kind of cool. You are not hungry, but you are thirsty the whole time. As soon as you weigh in you drink something and boom! Your hunger pains come back. It is interesting. Thirst is definitely worse than food.

Why am I telling you this? First, I am excited and I am going to cut weight today which is kind of a fun thing. The second thing is that I was thinking today about how we are in the middle of a huge project which we are about to launch. You have probably all heard of it, ClickFunnels. I am trying to get all of these things out.

Last night at 10:00 at night I was not done with our stuff. I came back into the office and worked for another three hours to get stuff done. One of my buddies, Xan Spencer (some of you know him) is one of the students who went through one of our courses a while ago. They actually won a Corvette from us and built a huge business.

He moved to Boise, he and his wife, a while ago and they are launching a new business. I showed up at the office last night at 10:00 and he was in there stuffing envelopes for these bracelets he is selling now. I thought, “Isn’t this awesome? We have entrepreneurs here late at night busting their butts to make their dreams come true.”

I was thinking about next week when Todd, our programmer for ClickFunnels, is flying in and we will probably pull five or six all-nighters in a row to get this thing done so we can roll it out and launch it the next week.

I want to talk to you about the fact that you have to set deadlines, otherwise nothing ever gets done. If I did not have weigh-ins tonight at 6:00, I would never lose these seven pounds. Because I do, an hour before I am going to suck it out, I will make weight, and I will weigh-in. If I did not have a deadline for launching ClickFunnels, it would never get done. Because there is a deadline, we are going to pull all-nighters until it is done.

I find it interesting that it does not matter if my deadline is a week from now or six months from now. Any way I do it, the week before I will be pulling all-nighters every single night to get it done. It is just the way it always works.

There is a tape I bought a long time ago from John Carlton and Gary Halbert. They were talking about the concept of silver or lead, “plata o plomo” or something like that. The concept was that when the Mexican drug lords down in Mexico want to change a law, do they try to run it through congress? Congress would be, “No!” We’re not giving you that law. Are you crazy?”

What they do is break into their homes that night, find the people who are the decision-makers, and they come to them with a gun and a bag of silver. They say, “You have two options. You need to change this law. You can do it through “plata or plomo,” through silver or lead. Either we will shoot you and you will die or we will bribe you, give you money, and you will change the law.”

When you have those two options, “plata o plomo,” lead or silver, what are you going to choose? You are always going to choose the money, right? It is a no-brainer, so that is what they do.

When I first heard that story, I started thinking of it for myself. I have to set “silver or lead” deadlines or else nothing will ever happen. Maybe it is just me, but if I do not have those deadlines, they will not happen. When I pick any project, I say, “This is the project and this is the deadline. This is when it has to be done.”

It is not like, “Oh, here is a soft deadline. Hopefully, eventually it will get done.” When you do that, it will keep moving forever. The second you set a hard date and say, “This is the day it will happen, somehow, magically, it will happen. It does not matter if it is a week from now, a month from now, six months or a year from now. Those last two or three days you will be pulling all-nighters to get it done. It is just the way it is. I do not care how much you plan. The week before or a couple nights before, you are going to have to kill yourself to get it done.

Most people just keep pushing it and pushing it. Because of this, they never get to their goal; they never actually hit it. It gets pushed into infinity.

For you guys, I recommend that for all your core projects you set a “silver or lead” deadline. It does not have to be on the project as a whole. Sometimes it is so massive it is hard to do it. Set a goal for each element, though. You can say, “This is step number one in this process I am doing or creating. Step number one is this and my silver or lead deadline is June 16^th and it will happen on that day. It is not allowed to happen on June 17^th. If I cannot sleep for three days, I will not sleep for three days because it is silver or lead; either I am going to get cash from this or I am going to die.”

If you can trick your mind to really believe this, you will be amazed at what you can accomplish. People always ask me, “Russell, how do you get so much stuff done?” A lot of it is because of my “silver or lead” deadlines. This is it. In my head I know this is the date and we cannot miss it. Sure, we could miss it, push it, and bump it another week or two. However, when you do that, it just keeps getting bumped and keeps getting bumped.

In my business, in my career, there have been the times I have been soft on my deadlines. We had a site we launched a little while ago and we literally kept pushing it for six months from our initial deadline. We said, “Oh, we will do it,” and we kept pushing it and pushing it. Six months later we finally sat down and said, “Boom! This is the ‘silver or lead’ deadline. It has to happen!” Guess what? It happened.

I hoped this helps you guys understand how to get stuff done. It is how I am going to make weight tonight. I am going to lose seven pounds in an hour. It is how we are going to get 10,000 people on ClickFunnels. It is how we are going to increase our coaching. All these things we are doing have “silver or lead” deadlines attached. If you do not have them yet, it is time to start creating them for yourself.

This is what I have for today. I am at the bank and I am going to pull some money out because my wife has been remodeling our house and this is what husbands do, right? That is my plan for right now. I appreciate you guys and I will let you know how the tournament goes after it is all said and done. Talk to you guys soon.

Structuring your business so you can do what you really love.

---Transcript---

Hey, everyone. This is Russell Brunson. Welcome to another exciting episode of Marketing in Your Car.

Hey, guys. Today it is kind of raining and I am heading to the office. I am actually excited because this weekend I have a Jiu Jitsu tournament. I am fired up! I have not competed in about 18 months or even more than that.

Here is my Jiu Jitsu journey. As most of you know, I was a wrestler through high school. I was a high school state champ and I took second place in the country. I was an All American in high school. I wrestled with BYU for a year and they cut the wrestling team, so I went to Boise State for the last four years. My senior year I ended up being ranked 14^th when it all ended, I think. I did not quite meet my goals, but I did have a lot of fun. Still, my favorite thing in the world is wrestling, by far.

In my senior year, for all the UFC guys out there, I wrestled Johny Hendricks my senior year and I lost to him by one point. That little punk, I was actually turning him in a power half, I had the leg right and I was turning him, and he started screaming like a little girl. The ref stopped the mat and did not give me any points. If the ref stops something when you are in a turning position, you should get at least two, if not three, points. I did not get the points and he ended up winning by one point.

For all you guys who are Johny Hendricks fans, he cried when I tried to turn him. There you go.

Back to this, I got done wrestling, I got into business, and I got fat. I had a lot of fun and a few years later I decided I wanted to start wrestling again. We built an entire wrestling team out here. I did a podcast about it in the past, so I am not going to talk through the whole story. It went for a little while and then we had business issues and everything went crazy, so we had to shut it down.

I did not doing anything for a couple of years. Then one day I was flying home from Vegas and one of my buddies who wrestled at Boise State was on the flight. We sat next to each other and we were talking. He said, “Yeah, I am doing Jiu Jitsu now,” and he was really good.

I said, “Wow,” and he said, “Jiu Jitsu is kind of like wrestling for old, fat people. You do not have to be in good shape to be really good.”

I said, “That’s awesome! I might actually be good at that. My only thing is I could not take a punch. If I got punched, I would be pretty embarrassed. I would start crying or something.”

He said, “No, there is no punching in Jiu Jitsu. It is like wrestling, except you can tap somebody or choke them out or whatever.”

I said, “All right. That would be kind of fun. I might try that.” I got home and I was talking to one of my buddies who did Jiu Jitsu and he said, “There is a tournament this weekend. You should go to it.”

I said, “All right. I have nothing else to do, so I might as well show up.” I literally went to one practice the night before the tournament and I had somebody show me the basics of Jiu Jitsu. I did not know much other than that and I said, “I’m ready to go.”

I went to the tournament the next day and my very first match I did gi. I had to borrow some guy’s gi because I did not know what that was at the time. I put this gi on and I went out there. I was going against the first guy and I was beating him like a little girl and I thought, “This is the easiest sport in the world!” I was picking him up and slamming him down.

I found out if you put your knee on their belly you get four points. I thought, “Sweet!” and I just kept doing knee on belly over and over. I beat this guy 16 to nothing and just thrashed him. All of a sudden he reached up and grabbed my collar on my gi and he did some weird, funky thing. Everything started getting dark.

I thought, “Oh, no! What do I do?” He was choking me out. My eyes started getting hazy and he started getting darker and darker. I thought, “I don’t want to tap out. This is embarrassing! I was killing this guy. I don’t want to tap out!” Eventually I was almost gone and I tapped.

It was the worst feeling in the world. Getting pinned in wrestling is bad, but at least you can tell a story in your mind about how it did not really happen. When you tap, you have to tap and it is pretty embarrassing.

After that in the next three or four matches in gi I won. I had to take second or third in the tournament. They had no gi afterwards which, by the way, I found out I loved much more. I did no gi and in the very first match I was beating a guy and then I got caught in a triangle lock. I had never seen this before and I had to tap out. In the next match it was the same thing. I got caught in a triangle lock and got tapped out.

I thought, “Man, this is frustrating.” I was beating the guys on our feet every single time, but on the mat they triangle locked me. I remember walking out that day and a guy grabbed me. He was an old wrestler and he said, “Hey, just so you know, triangle is like kryptonite for wrestlers. All you wrestlers, when you take some guy and you cover—which is the setup for a triangle—if you just learn some basic Jiu Jitsu, you will be able to stop that from every happening.”

I thought, “All right, man. I am going to learn this thing.” I went back to the drawing board and started practicing. I had some buddies that were doing it; it was not formal practicing. We did it once or twice a week for the next six months or so. It was just the basics of learning not to get triangle. That was the core concept.

I participated in another tournament and I won both styles which is cool. Six months later there was another tournament and I won in both styles there. It was pretty fun, but then life happened and I kind of forgot about it for a while. I missed the next tournament, but I thought, “I want to keep doing it.”

About eight months ago or so, I decided that I wanted to get good at Jiu Jitsu. I did not have anything else going on. I was just doing business and family and everything. There was a lot happening, but I thought I could carve out a couple of hours a week just to do this and it would be fun. It is close to wrestling and it would be fun to do.

I hired a guy named Jason Flynn. He is a stud; he is a black belt dude. He had classes, but I thought, “I don’t want to do classes. I just want to do private one-on-ones with you twice a week.” I started paying him for that and for the last eight months I have been twice a week one-on-ones with this dude who is one of the toughest people I have ever met.

It has been very, very good. I finally learned the art of Jiu Jitsu which is fun. The tournament this weekend will be the first time I have competed in Jiu Jitsu where I actually know how to do Jiu Jitsu, so it will be fun. I am excited. I have to practice today and I have to cut weight tomorrow because I am a little heavy. I have to lose five pounds tomorrow. In about 45 minutes to an hour I should be able to lose that and have weigh-ins.

The party starts on Saturday. That is what is happening. I know it has nothing to do with marketing, but it has a lot to do with what I am passionate about. For all of you out there who have a passion, for me, if I could go back, if I could give away my business and start wresting as a freshman in college, I would do it in a heartbeat, no questions asked. I would walk away in a heartbeat.

I think all of you have something like that; a passion, something you love or you miss that you did in your prior life, right? I would try to look at your business as something that can facilitate that. All of us get into business for a purpose. You got in because you wanted freedom or time or whatever it is. After a while you get so addicted to the game that all the other stuff falls away and I think that is a shame.

For me, it was almost seven or eight years where I completely forgot about the stuff I loved. Make it a priority that your business is created in a way to fuel your real passions. Your business can be a passion, but do not let it be the core driver. Otherwise, I think you will get burned out and you will not love it long term.

There is my advice for today. For all of you guys out there, go get a workout in; go do some Jiu Jitsu; go do whatever it is you love to do and then get back to work and let’s make some money.

Thanks, everybody. We’ll talk to you soon.

Why Russell deleted his entire webinar and spent the last 4 hours rebuilding it from scratch.

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Good morning, everyone. This is Russell. It is 4:13 A.M. and I am just driving home from the office. I want to welcome you to a late-night, special edition of Marketing in Your Car.

You guys probably think I am crazy, but it is definitely 4:13 A.M. and I have a Webinar eight hours from now which I am very excited about. We have been pruning it all week long. Hopefully most of you  will be on there because it is going to be awesome.

This week has been so crammed with everything. I am working with a writer to write my book; we are trying to launch ClickFunnels, and a lot of other stuff. Every day I kept trying to find time to prepare the Webinar and I just have not had the time. It has been kind of crazy.

As you know from my last podcast, I want to do Jiu Jitsu and lift weights and everything else. Eventually it comes down to crunch time and you just kind of do it.

I worked on it today for a while and got my slides finished up. They are not finished, but I had four or five slides done when I left the office. I really needed to come back to the office to get some stuff done, so I came back to the office. It has been a long time since I have written a brand new Webinar from scratch. There was a time when I was writing a Webinar almost every month and I was very good at it.

When Automated Webinars came out, we did a DotComSecrets local one. That one just blew up. I think we did a million dollars the first 90 days with it. That one went on to do about $3 million. For almost a year I did not write another Webinar and then I wrote the DotComSecrets X Webinar. This one has been crushing it now for almost two years now. Maybe it is more than two years.

Anyway, I have gotten lazy. I have not had to do a Webinar for a long time and I have kind of forgotten how to do them. I am trying to get back into the flow of it and do stuff. I am going through a lot of notes and I remembered a guy who is really crushing it on Webinars. I almost paid him $50,000 to write a Webinar for me, for my Supplement Secrets offer. It kind of fell through last minute. I still may do it, but we did not end up doing it for this product.

Wow, there is somebody else out here driving at 4:00 in the morning. How strange is that? I am on some random, small road, and we came to a T and we both came at the very same time. That’s interesting.

I almost paid this dude $50,000 to do Webinars. His name is Jason Fladlien and he is crushing it with Webinars right now. It kind of fell through at the last minute and I was wondering if he had anything to teach in his Webinar system. I would be very curious to look at it to get some ideas.

I went to his Web site and there was a $1,000 product and a $50 product about how he does his Webinars. I thought, “Well, I don’t have time to go through a $1,000 course in the next hour.” It was probably about 10:00 at night when I got into the office and started doing this research.

I bought the $50 course. It was an ebook, so I printed it out and started looking through it. Actually, before I printed it out I scrolled through the PDF to see if it was going to be of value. I started scrolling through very quickly and I thought, “Oh, man! This is really, really good stuff.” There were different ways to present a Webinar which I have not done before.

One core concept, I am not sure if I did a Webinar or a podcast on this. I may have just talked about it at our mastermind group. It was talking about finding the one core thing and focusing on one belief, not trying to get people to believe a lot of things.

I was looking at the existing presentation I was creating. I was trying to get people to believe three or four things and Jason’s template works very much on the one belief thing. I took all my slides, all my notes, everything I had worked on for four or five hours today at the office, plus everything I had done up to that point and I deleted it all. I read through an 80-page ebook in an hour-and-a-half or so and remapped the entire thing.

I then spent from midnight until 4:00 A.M. building out the slides for my presentation. They are not quite finished yet. I would say they are probably about 80% finished, but I am excited.

Anyway, I just got home. I am going to take a nap. My wife is going to lift weights in two hours and then the kids should get up in three hours. Three hours from now my kids will be awake jumping on me. I have to get them breakfast and then I will hopefully have enough energy to come back, and finish the slides.

Also, we do not have the order page up or anything. I have to get the order sales page to flow  and the product is not completely finished either. It is close. I have to do all that stuff before noon Mountain Time which is less than eight hours from now.

Wish me luck! I am excited to see what happens. I will report back and let you know if I either bomb or if it is a huge success. I think it should be good, though. I think the pitch is pretty powerful. It is something I would pay for in a heartbeat. It should be good.

That is the game plan. I am going to get some sleep. I appreciate you guys listening. Hopefully you get a kick out of the fact that I am still up. I will talk to you guys soon.

Four life lessons that Russell learned this week, that you can implement to, hopefully, make your life a little bit better.

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Hey, everybody. This is Russell Brunson and I am doing a special Marketing in Your Car from inside the Mommy Mobile. Yes, I am inside my wife’s car and I am ready to do a great podcast.

I have no idea what direction we are going to go today on this podcast. Usually I have a theme I want to think about, but I have a lot of cool stuff happening and I am excited, so I am going to just start rambling. Hopefully something cool will come out of it and you will get some value out of it.

First, right now I am on day seven of my modified juice fast and I feel amazing. I want to talk about this because I think I just stumbled on something new. I am not sure if it is totally healthy and I may very well die in the near future from it, but I think it is awesome.

This is what I am doing. When I walk up in the morning I do my Bullet-proof hot chocolate which is the Mormon version of Bullet-proof coffee. It consists of chocolate, organic grass-fed Kerrygold butter, MCT oil, cocoa powder, and some Stevia. I blend it up and that is my breakfast in the morning. When I do this, I am not hungry and I feel pretty good the rest of the day. It is pretty awesome.

The second step is that I have been juicing and I was making a gallon of juice per day. This was fun, but all my juices kind of taste nasty because I just juice everything I can find in one huge gallon jug. I carry it around all day and keep drinking it.

I don’t mind it, but it is kind of gross, so I went to a place called Tree City here in Boise. They have this juice cleanse. Every day I go in the morning and they have six juices for me to drink throughout the day, so I have been drinking those. At night, just because everyone else is eating and I feel guilty (I don’t feel guilty, actually; I just get hungry) I usually eat some eggs. I don’t eat carbs, but just eggs.

I have done this now for almost a week and I feel awesome. I am not as tired; I have energy; I am not craving food. Well, I am not going to lie. When I do crave something in the middle of the day, I have been eating Quest Nutrition Bars. From a nutritional standpoint, they are the best protein bar you can get in the world. From a taste standpoint, it is like eating candy. I could live on Quest bars alone. You can go to their Web site, <a href="http://www.questnutrition.com">QuestNutrition.com</a>, and look for the cookies and cream one. Man! It is like eating Oreo cookies, but a thousand times better. They are all super high protein and very low carbs.

This is what I have been doing.

Second, I am actually driving right now to Jiu Jitsu. This week has been so slammed and so crazy. Typically, when I am this busy I cancel my Jiu Jitsu. Today my wife said, “You really should just cancel it.”

I said, “You know what? No! This is the thing I look forward to.” This is the reward at the end of the tunnel for me. It is going to beat up dudes. I don’t know why, but it is so appealing to me. This is what I want to do.

So many times we cut out the part of our life that brings us a lot of happiness because of work and other things. I was thinking about this in the case of many of us. Everyone has the things they like to do, right? Many times life gets in the way of those things. We need to make it more of a priority and say, “Look, this is what I do.”

For me right now it is Jiu Jitsu. Twice a week I want to do it, I am going to do it, and everything else has to fall to the side because I am going to do it; that is, outside of my family. With work, many times it fills the space you give it. If you have eight hours a day, it will fill eight hours. If you have 20 hours a day, it will fill 20 hours. Anyway, make sure you tie in those things you really want to do.

The reason we became entrepreneurs is that we wanted to do a bunch of stuff. We wanted more time, more money, more freedom, or more whatever. However, we then shackle ourselves down with our businesses to the point where because of our business we cannot do the stuff we want to do. It is kind of interesting.

There is another life lesson for today.

What else? Oh, the next thing is ClickFunnels. We are almost done with our initial beta. I cannot tell you how excited I am. I literally built an entire membership site last night in 20 minutes from start to finish to everything. It used to take a ton of time.

There is one limitation: You can only do a membership site the way we have it. If you want a fancy membership sites with a lot of other stuff, you have to use WishList Member (that’s a plug for Stu, my man!). However, if you want a basic membership site, man! In 20 minutes, start to finish, I had a membership site that I could start selling.

We were going through sales funnels that fast, automated Webinars; I am going through and creating all of these right now. Even if I never sold a single license to ClickFunnels, it will change my business forever. Now we can sell it and share it with everybody else in the world which is very, very exciting. It is going to be awesome.

We also just hired a full-time accountant which is a crazy thing. She has been coming in. This is the first time in my business where I have had someone do tons of in depth, not analytics, but almost like an autopsy. It is like doing an autopsy of our books, digging deep and trying to figure out everything. Where is the money coming from? Where is it going? Which of our offers are profitable? Which are not profitable?

Right now everything we do kind of gets lumped together, so at the end of the month we are thinking, “Yeah! We are profitable!” I have been learning one thing from my favorite show The Profit. Today, by the way, is the season finale. It is interesting because he goes into companies and tries to find where the profit is on each of the things they are selling. He gets rid of all the low-profit stuff and tries to sell more of the high-profit stuff.

Last night’s episode they were in a pie company. This pie company had an 80% margin on their key lime pie and they had a 10% profit margin on everything else. However, everything else took up 90% of the store. He got rid of all of it and transformed the store to 100% key lime pie and nothing else. Boom! All of a sudden it became profitable.

It was interesting like that. One of my big takeaways is looking at all of my funnels. We have a lot of them. Our support has to be in all of them and there are things happening and costs associated with each of them.   Which ones are actually making us money and which ones are not? We are trying to identify this, to drill down, and to figure out which products are profitable and which ones are not?

We are also looking at advertising sources. We used to group everything like, “Here are solo ads; here is Facebook; here is whatever.” We are digging deeper to figure out everything about our business. We have always been pretty good at numbers, but now we are getting very, very good, stripping out everything that is not profitable and focusing on the good stuff.

It is sad. We are shutting down Web sites, funnels, and pages that I love, but they are not making money or they are costing too much in time, energy, support, and headaches. It does not make a lot of sense.

Anyway, I am at Jiu Jitsu now. I am going to go in here. The dude I am going to roll with is way tougher than I am. I am going to try to beat him up today. That is my goal. My goal, actually, is to not get tapped out today from him. He is a stud, but it should be pretty fun.

Hopefully out of this you got something. If not, then just wait until next week and I will have some more good stuff. I appreciate you guys. Look for ClickFunnels.com. It is coming out soon. We are not far from the public release. Like I said, this will change our industry forever. It will change my business forever and I am sure it will change yours, as well.

That’s it for today. Thanks, and we will talk to you soon.

Russell’s new concoction to give him more energy, flush out his toxins, and loose a ton of weight in a very, very short period of time.

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Good morning everyone. I want to welcome you to another exciting, awesome, fun adventure in the Marketing in Your Car Podcast.

A lot of people actually who messaged me this weekend asking me about my cleanse, so I want to give you some updates on how it went. If you Google the “lemonade cayenne pepper cleanse,” you will see what I started doing.

I did that the very first day. I did the salt water flush. I just started drinking it the first day and it was pretty nasty. After drinking about half a gallon of it, one of my friends who was doing it with me started looking at what we made. There is lemon water, cayenne pepper, and maple syrup.

He called me and said, “Do you realize there are 55 grams of sugar in a fourth cup of maples syrup?” We put a cup in and he said, “There are over 200 grams of sugar in here!”

I said, “Are you kidding me?” and I stopped drinking it. I said, “Dude, that’s not good.” I got rid of it, but I was already mentally into this cleanse mode. I thought, “I have to figure out a way to keep doing this,” so I kind of made up my own cleanse.

The reason they probably did the cleanse that way is to give you some carbs to keep your energy throughout the day. I think I have talked about this before on some of our podcasts. I have been studying the benefits of fat and using fats instead of carbs for energy and so on.

I thought, “What if I blend some stuff? What if I do the Bullet-proof hot chocolate thing for my energy?” I did it in the morning and the afternoon. It is organic, grass-fed Kerrygold butter and MCT oil mixed with some cocoa powder and some Stevia to make it taste good. I drink that and the rest of the day, instead of having this horrible sugar juice, I got a real juice.

I went to the grocery store and bought a ton of stuff: carrots, apples, cucumbers, celery, fennel, and anything that looked like it could be shoved into a blender or into a juicer. I brought it home and produced a gallon of juice and I drank that throughout the day instead. I have done this the last two days, so it has been three days now that I have been on this makeshift cleanse.

The amazing thing is that by doing the Bullet-proof and the juice cleanse and mixing those two together, I did not feel hungry the entire day. Right now it is the third day and I am supposed to be done, but this morning I woke up and I had no desire to pig-out like I normally would have done in this kind of situation. I just had some more Bullet-proof hot chocolate this morning, I juiced some more stuff, and I am just going to keep going with it.

Also, I checked my weight before. I was 206 pounds before and I was 200.4, so I lost almost six pounds in the last three days. I think I am just going to keep riding it. I am going to get down about ten more pounds, so I will keep riding this for another week or so and see how it works.

As I said, I am blending together the Bullet-proof hot chocolate thing with the juicing cleanse. So far I feel amazing. Who knows? This may be the new diet fad or the new cleanse, at least. I was thinking of names to call it like Butter Juice or something like that.

Anyway, I woke up this morning and did it again and I feel awesome. I am almost to the office right now. I have a consult today. Somebody paid $2,500 for a one-hour consult, so I get to dive into their business for the next 60 minutes, rip it apart, have some fun, and show them how to take it to the next level.

These guys seem really cool, so I am hoping they will upgrade and join our mastermind. If they want me to really affect their business it is the best way. I can then work with them throughout the entire year. That is the game plan.

If any of you want a $2,500 consult like these guys, it gives us an hour. It may sound like a lot of money, but I promise you I will make you ten times, at least, in that hour. Just let our office know. If not, just keep listening in and hopefully you will get some more good ideas.

I am at the office and my call starts in ten minutes. I am going to jump in there and give these guys a call and get into some fun, business-building activity. It should be fun.

For all of you who are interested, let me know if you want to know more about the Butter Juice diet. Maybe I will write up a little plan and call it The Butter Juice Cleanse and show you what I am doing. It is awesome and I feel great. I have a lot of energy and I am excited to drink my juice today. You can hear it in my gallon.

Thanks, everybody. I will talk to you soon.

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

---Transcript---

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

---Transcript---

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

---Transcript---

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

---Transcript---

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

---Transcript---

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

---Transcript---

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

---Transcript---

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

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

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

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

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

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

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

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

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

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

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

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

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

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