Here is a trick to increase your stick rate, increase your perceived value, give you the ability to charge more, all while making your customers stick longer. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- Hey, what's up everybody? This is Russell Brunson. Welcome back to The Marketing Secrets podcast. For today's episode, I want to quote myself. "If you are good at something, you should turn it into software." All right, everybody, hope you guys are doing awesome. I am heading home from the office today. And there's actually a really cool mastermind group that I'm part of, that meets once a year. And they have not met in almost two years now, because of the whole COVID thing. And they're meeting right now, and I'm not able to be there. And it's breaking my heart. But I got a message from my friend, Alison Prince, who is there. And she said, "You've been being quoted three or four times." I said, "What are people saying about me? My ears are burning. Tell me, tell me." And she said that someone quoted, and she read the quote, which was basically something I said last year. The event which is Whatever you're good at, just turn that into software. And I want to give you context, because this group is some of the best personal development gurus in the world. Literally, the who's who. You would know probably 95% their names. And most of them have courses. They got products. They got podcasts. They got YouTube channels. They got all these things where their teaching their stuff. And all of them have bigger reach, bigger following, bigger list, bigger everything than I do. But the reality is, I think, for the most part, I make more money than almost all of them. Not all of them. There's a couple that I'm gaining on. But as a whole, pretty substantially, I make more money than most of them. And when they were talking about last time, I was like, "You guys are all brilliant. You have these ideas. You have these things, but you're selling it as a course. And a course is good. But, man, if you could turn that course into software, it would change everything." And like, "Oh, that doesn't work for me." And I was like, "Yes." You have to understand their art is personal development, right? My art is building funnels. And so for years, I did courses, teaching how to build funnels, and how to lay them out, and how to write copy, and how to do these things. But it wasn't through until we turned our knowledge into software that my businesses went from good to insane, right? And you think about Funnel Scripts, right? We taught people how to write copy for decades. And nobody wants to buy copywriting, so we turned it into software, and boom, Funnel Scripts is a Two Comma Club ex-award winner. Talked about building funnels, and how to do it, and the strategy. But it wasn't until we turned into software that it blew up. I've watched Garrett White recently. Garrett White, if you know, he did live events where men came out to Wake Up Warrior. And he would take them down the beach, and he'd beat them up, and he would make them tough, and turn them into men. And it's amazing, right? And he did that for five or six years doing events every single month. And then, now he stopped those. He shut them down. And now he's turning what he does into software, where you log in to software, you do the thing, you read the thing, you read the message. You listen to the app, you check the thing off, and you're doing the things. And he's transitioning it from information to information blended into software. And so for you guys, I want you think about that. In fact, let me step back. One of my very first mentors, a lot of you guys know this, is Dan Kennedy and Bill Glazer were my first two big mentors. And in their company, Magnetic Marketing, they have a newsletter where they sell access to the monthly newsletter, right? And one of the things that Bill used to always talk to me about is he's like, "You have to have in any kind of continuity, you got to build in pain of disconnect." Meaning, it gets harder for somebody to leave, right? And he said, "The biggest problem in their business was there was no pain of disconnect." People were buying the newsletter, which was great, and it's great recurring income stream. But if something happened, right? Their credit card failed, some bills happen, whatever. First thing to go is info, right? This has been helpful, but I don't have to have this membership. I don't have to have this newsletter. I don't have to have these things for whatever reason. So they're able to cancel them really quickly and very easily, because there's no pain of disconnect. Whereas, ClickFunnels right now, when someone gets an account to ClickFunnels, and set up their site, they set up their funnel, and things are happening in their thing. They have their email list, and they've got things happening. If things shift, and things get hard, and things happen, the last thing they're going to cut is ClickFunnels because the pain of disconnect is so high. They stop paying their bill to ClickFunnels, their business falls apart, right? I remember in the continuity business, when we were doing membership sites and stuff, people would go three, or four, or five months, stop paying. We've been hounding him, trying to get him to pay things like that. Whereas, ClickFunnels is opposite, right? Someone stops paying, sites go down. And within five minutes, they're calling us like, "Oh, here's my credit card. Let me update it." Right? It just shifts the thing, because the pain of disconnect is so high. And so, the problem traditionally with information products, or coaching, or things like that is that there's no pain of disconnect, right? People have it, they can cancel it. And it's simple to do because there's no pain of disconnect. But as soon as you take your course, right? And you turn it into software. Now someone's logging in, they're going in, they're filling out things or taking notes. They've got things they're building up. Now all these things are there. They're stored in the spot. And if they were to cancel, they lose all this information, right? And so, how do you turn your knowledge, the things you're good at into software? I just want you guys thinking about that. We've done it a couple of times this year. One of them recently, and the site's not live yet. It maybe live by the time you guys hear this. But if you go to braindump.com, we have a process that we use to brain dump, and get the ideas out of our head. And we taught it to people. I showed them how to use it in Trello. I showed people how to do it in different ways, to do in Google Docs. And this is how we brain dump our ideas to write a book, or create a course, or do different things like that. And it was good. Some people paid for us, most people wouldn't, because it was like, "How would I pay you to show me how to brain dump my ideas?" And so, we took this idea, this skill set, this knowledge we have, we turned into software. And the software now allows you to brain dump stuff. And what's cool about it is, number one, it makes the process so much simpler, so much easier. I can just give it to people. They can do it very fast, very easily, which is exciting. That's number one. My number two, is now there's a pain of disconnect. If you spend a week, or a month, or year brain dumping your ideas into our software, you don't want to cancel, because if you do, you lose all the stuff you've brain dumped, right? You lose all your notes, your ideas, all that stuff disappears with you. And so, the pain of disconnect is very, very high. Whereas, if you bought a training course, let's say, you're paying 30 bucks a month to go through my course in how to brain dump your ideas. After month number one, I get the gist, right? I already listened to it or I don't need it any more, whatever. It is easy to cancel. Whereas, the software, now you're part of it, you're probably going to use it forever, right? And so, just want you thinking through those things, right? How do you take what you know, and turn into software? When you do that, you're going to increase your valuations. Your company will be worth more. You increase your stick rates. Your stick will be longer. You increase happiness. People feel the increased perceived value, software feels more expensive than courses, and about a million other things. So anyway, I thought it was cool because they quoted me today during the mastermind meeting. And I wanted to share the quote with you guys, since I'm not able to hang out with all my friends who are super cool. And literally, these people that are changing the world, and I can't be there with them, which is too bad. But at least, I'm doing something cool here as well. So anyway, I don't want to complain about not being there. I stood back for a very important and very cool reason, so no stress. But hopefully, that helps you guys. With that said, I'm home, I'm going to play with my kids, which is the number one reason why I was not able to go. I'm going to go have some fun with them. So appreciate you guys. Thanks so much for listening. And go figure out how to turn your ideas into actual software. Thanks so much everybody. And we'll talk soon. Learn more about your ad choices. Visit megaphone.fm/adchoices

Weird Gucci shoes pic got me 120K views. What I learned and what I would do differently next time. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secret Podcast. Today, I want to talk about the concept of capitalizing on momentum. All right, so I had a really unique experience. Some of you guys know that by default I wear a t-shirt and jeans almost every day, but then for Funnel Hacking Live I used to try to dress up. And so I'd buy my own clothes and I didn't know how to buy clothes and so I would just... Anyway, looking back now, it's embarrassing looking at what I thought was nice. But I feel like the third or fourth Funnel Hacking Lives, one of my friends, Bart Miller, was like, "Hey, can I dress you because you're embarrassing yourself and everybody else?" And I was like, "Okay." And so he started dressing me, and it's been a fun experience. I'm not comfortable with most things he tries to put me in like suit jackets and all sorts of fancy things. But I've got my spot where I'm like, "Okay, here's Russell dressed up. I'm wearing nice jeans. I'm wearing a shirt. I'm not tucking it in though." The shirt may have cuff links because those are cool. I'm probably even in the cool watch. That's cool. And probably some cool shoes. But that's about the extent of where I'm going to go. And so once a year we go shopping and we buy a bunch of cool stuff. I wear it at Funnel Hacking Live and then I wear it every time I'm on stage for the rest of the year. And then usually, by the time it's been a year, those clothes have been worn out and then I go buy new clothes. And so that's how I run my fashion. The Russell Brunson fashion happens that way. So, anyway, it's funny. But I had a really cool experience this time. Again, every time we're shopping, I'm way out of my comfort zone. I don't know what half these things are. I didn't know what Gucci was. I didn't know, you know what I mean? I don't know anything about brands or fashion or anything. I remember the first time we walked into a Gucci Store five years ago, I was like, "No, I'll never wear something like this ever in infinity years." The shoes have bugs on them and fur and weird stuff, and I was like, "Yeah." But anyway, last time, two years ago I went into Gucci and they're these cool looking tennis shoes that were ClickFunnels colors. I was like, "Sweet. We'll get those. I mean, I can wear tennis shoes that look like ClickFunnels." And they were awesome. And so I've broadened my horizon to some of the weird brands that are out there. Anyway, so this year, we went back into the Gucci store and, again, they had a couple of cool not weird shoes that were in between. I'm like, "Okay, these are cool." And there are these one pair, they were sneakers. And they were weird colors like blue and yellow. And so they had me trying them on. I got one of my size, but one on each foot. I put the yellow or the blue on the right foot and the other one on the left foot. And I'm sitting looking at them, I'm like, "I have no idea if these shoes are cool or lame or whatever." And instinctively, I grabbed my phone and I took a picture just to send it to my wife Collette who was shopping somewhere else. I was like, "Are these cool or are these lame. I don't even know." So I sent it to her, and then at the same time, I was like, "I'm going to post this on Instagram." So I posted it on Instagram, and on Instagram you can do like a voting thing. So I put it an Instagram and I was like, "Yellow or blue? Just vote whatever it is." So I post that, and then I go back, put the shoes away, and we go continue shopping. Anyway, so there's the backstory, in case you guys were thinking Russell's spending infinity dollars at Gucci every single day. That's not the reality. The reality is, it's still weird to me and I just happened to be trying these shoes on, posted a picture, and had people vote. So, that's the story. Then, two hours later, I open Instagram and I open the thing where it shows you the score of people voting. And at the time, 70,000 had voted or had seen the thing. And I was like, "What?" I've never had 70,000 people view one of my stories. That was in two hours. And then I looked down and it had 10,000 had voted, or whatever it was. And it kept going, kept going, and by the time the 24 hour window had gone and it disappears from my Stories 120,000 people had seen it. I think 35,000 people had voted on it. And it was crazy. So, that happened, and after it happened, and again I still don't exactly how it happened, I have some ideas and things, but for some reason, the Instagram algorithm is like, "This is getting a high percentage of votes. Therefore, it's good. Therefore, we should show it to everybody that Russell knows. Plus, we should probably post it on the search feed and other places like that." Anyway, it blew up. And then what's crazy is, I get this huge momentum surge and then stupid Russell doesn't even think and then my next couple Insta Stories are me eating food or doing stupid things and that was it. And then, again, I'm not even paying attention, and then the next day come back and I look and, again, 120,000 views, 30,000 votes. And I was like, "Man, that is crazy that happened. I still don't know how it happened." And then I looked at my next Story, and my next Story had 60,000 views on it. The next one had 40,000, then 30,000. And the ones that had 60,000, 40,000, 30,000 were me doing stupid things that didn't even matter and I missed the momentum. I should've been like, "Hey, by the way, I'm going to be wearing one of these pair of shoes at Funnel Hacking Live. Swipe up to get your ticket." Or it could have been like, "Hey, if you want to learn how to afford Gucci shoes, go buy my book," or something to capitalize on the momentum, and I didn't I missed it, And I missed the window. Now, this is obviously a dumb, dorky example of a fluke thing where I posted and Insta Story, got a bunch of viewers for whatever reason, I had attention for literally 24 hours, and then it was gone after that. The next day, I tried to post something and my views went back down to, normally, I get, I don't know, 10,000 to 15,000 people to view a Story. So it dropped back to normal and I was like, "Ah, I missed my window." I had momentum, I could have had this amazing opportunity, and I lost out on it. So anyway, that's the context, but the lesson I want to teach you guys is just, there's times in our life where we get momentum, and it could be in sports, it could be in a relationship, it could be in business, you do something and something goes viral or something hits or you speak on stages and the big happens or you launch a podcast and tons of downloads or something, you do something, and it gets momentum. And I think so many times, we get so excited by the momentum that we don't try to capitalize on it. And it's actually capitalizing on the momentum is where you make money or something good happens from it. I know that there's so many times, like when ClickFunnels passed 50,000 members and we hired the Harmon Brothers to do this viral video and launched it and we did this big thing to get momentum. And we even brought in all these big influencers. We did the event and Gary V came and spoke at it. We did a bubble soccer event and got the Guinness Book of World Records thing. We did this big, huge thing, we got a whole bunch of momentum, and then we didn't capitalize on the momentum. Afterwards, we were like, "Oh, we had all these influencers there and we didn't get them to promote it. We didn't do interviews with them. We didn't do these things. We had the momentum and we didn't capitalize on it." And, looking back, oh, we probably lost literally millions of dollars sometimes because we didn't capitalize on the momentum. And so if you look at your business, there's two things when you're trying to drive traffic and create attention. There's two things you're doing. You're going to do things to create momentum, and then you've got to capitalize on that momentum. I look at a lot of influencers who are really good at creating momentum, but then they don't capitalize. Where people are really good at capitalizing on no momentum and they're just buying ads and making money that way, but there's a sweet spot where you can do things to organically create momentum and then capitalize at the same time. And it's that yin-yang of those two things. There's a sweet spot there where you can really have some big success. And so a couple of things I'd recommend from this. Number one is started thinking about, what are things I can do to create momentum? By me knowing that me posting a yellow and blue Gucci shoe and have people vote, I'm like, "Oh my gosh, people like these dorky little quizzes I didn't know about." And if the quiz turns out good, Instagram's going to reward it and I'm going to get 120,000 people to watch it. Now that I know that, guess what I'm doing? Knowing this is the way to get momentum, I'm going to start looking at things differently and how do I do things? Similarly, oh, I said that word right I think, last year, we did a video where I was telling my story and we had hired these actors to act it out and we did it and it got five million views. That created a bunch of momentum and then we didn't capitalize on it. So I'm like, "Okay, how do we do that again? We create Stories." But then, the first thing creates the momentum and the second thing comes back through and it capitalizes on the momentum. How do I structure those things? And so part of is looking at things like, what are the things you've done in the past that have created momentum? Can you do them again? What are things that other people do to create momentum? Can you model those to create the momentum? And then the second half is, as I create the momentum, be prepared now to capitalize on the momentum on the other side. And that's the other side of it. So, anyway, I wanted to share that. Hopefully, it gets the wheels in your head spinning, because I think that as you consciously start paying attention to that like, how can I create the momentum and then how can I capitalize on it? That's when you have success. You don't have success when you randomly just create momentum like I did and then you're not prepared to capitalize on it. I missed a big opportunity. But, man, if you can get those two things where you start looking at like, what are the things I can do to create momentum? What are the different levers, the things, the ideas, the things I can tweak, I can effect that, cause that? And then being prepared on the other side to capitalize on it. So hopefully, that helps you guys as you're thinking about it. Because traffic, I'm going to go buy Facebook ads. That's good. But how can I buy Facebook ads to create momentum? What are the other things I can do to create momentum? What are posts I can make that get people to share and to comment to create momentum? What are these different things? You start thinking differently and it gets really exciting. So, anyway, I hope this helps. I know that when I get excited I talk fast. This is an eight minute podcast and I probably jammed 30 minutes of stuff into it. So if you need to go back and listen on half speed, please do that. But hopefully it gets the wheels spinning of just, what are the things you can do every single day? 120,000 views off of a picture of my shoes, that would have cost me 20 grand in Instagram ads to get that same amount of views, and I didn't capitalize on it because I missed it. And so just thinking through those things and crafting them and testing things out and having fun with it. That's the game we get to play every day, guys. It's so much fun. I hope you're enjoying the game. If not, start looking at it as a game again. This is fun, this is something that should be exciting, all these crazy things. The fact that I posted that picture and got that many views is crazy, but that's part of the game. That's the fun part of the game. So I hope this helps. I hope it gets the wheels in your head spinning. With that said, thanks so much for listening and I'll talk to you guys all again soon. Bye, everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

Here are some fun things you can do to launch businesses literally overnight. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. I got a question for you. Are you currently buying dead businesses? If not, you got to listen to this episode. All right, I'm not going to lie. I'm having so much fun on some side projects, which goes against everything that I preach. If you've been in my inner circle and if you've been to my coaching programs, I always tell people, "Focus on one thing, and you've got to kill the other babies." And so I understand I'm being a total hypocrite by doing this and talking about this, but alas, my ADD-ness needed an outlet, and so this is my outlet. It was either this or go watch a show on Netflix. I'm like, "All right, I'm just going to do this instead." So listen with caution, but hopefully, it gets you as excited. So during COVID, all sorts of chaos happened. At the same time, there were a lot of really good businesses that went out of business because, honestly, the entrepreneurs who were running him don't know how to run funnels. That's literally it. And now that recently all the iOS updates and all the fighting between Apple and Facebook and stuff, the game is getting harder. And guess what? The people who are good at funnels are the ones who are winning. That's it because the people who are really good at funnels can spend more to acquire customer and everybody else. And so, if you haven't mastered the funnel game yet, you have to learn it, or else you're not going to survive. And luckily for my funnel hackers, I've been teaching and training you guys for a long time. And most of you guys are rockstars, and you get it, therefore, you're having success. But for those who aren't, they're going to be out of business soon. And it leads to a really interesting, really cool, really fun opportunity for people like us, where we can take our funnel building skills, look at cool businesses that once we're profitable, that no longer are because the market changed and they weren't able to shift, and you can come in, and you can do some really cool things with it. I want to give you guys a couple of case studies. I'm not going to tell you the details on anyone because none of them were live-live yet, but they're all close to live, and they're exciting. So there was one supplement company that I was really excited by, and I was a customer for a long time, and then they went out of business. And I started buying that supplements products because their sales video was so good. Right? It went out of business. And then the next three or four years, I kept messaging the old owner like, "Why'd you take it down?" He's like, "Ah." They had their reasons. And I was like, I" want to buy it. I want to buy it." And finally, this year, I was able to negotiate to buy the entire company for a fraction of what they spent on just the sales video back in the day. And now we're about two weeks away from relaunching that brand and that company, which is so exciting. We literally just took it, took the formulas, tweaked it a little bit, took the sales video that was good, built out a funnel, and now we've got this new asset that's literally, we just can turn ads on, and it'll print money for the rest of my life until we sell it or something. But it's exciting. Another thing is another supplement I was taking that was one of my favorite supplements, and then during COVID, it stopped coming. And I messaged the owners, and they're like, "Oh, supply chain management issues. We had to shut down." And I was like, "I love this company. I want to bring the brand back. If I help finance it, can we bring it back?" And we figured out a deal. And now I'm an owner of that company, and that's about to launch as well. And then another, there was this really cool T-shirt company that I used to love. It was so exciting. And then the other day, I went to buy a T-shirt from them, and the site was down. I was like, "What?" And so I went, and I found the site, I found the owners, and I was like, "Dude, you guys, why is the site down?" Like, "Oh, we shut it down." And so I made an offer, and I bought it for insanely low price. And we bought the entire T-shirt company, which is exciting. And that's rolling out soon, But there are millions, literally millions of deals like this out there. And somebody asked me, like, "I don't know how to find them. I don't know how to look for them." I would start opening your eyes. There are so many of these deals out there where you can take them, put a funnel on them, and boom, you're back in business. And there's tons. In fact, one of the ways I used to do this back in the day, it's been a while since I did this, but I used to go to ClickBank, and ClickBank has their marketplace. And the marketplace is interesting because they rank things based on what's selling the most. Right? So like page one, you see the number one seller, number two, number three, all the way down to 10. But what I would do is I would go to like page 99. And you go back there, and there's some amazing offers that, one time, were amazing, but for whatever reason, the person stopped driving traffic to it. They may have done a product launch. They did something, and it's just sitting there. And it's basically dead. I can't tell you how many of those old offers I would go to like, "The copy's good. The funnel's good. The product's good." I messaged the owner. I'm like, "Hey, what's happened to this product." They're like, "Oh, our Facebook account got shut down," or, "Hey, I did an initial launch, and then we just don't have any traffic." They don't have enough Facebook ads or a million different reasons why. Right? Or maybe there was an upsell and a down-sell, so Facebook ads didn't work, and so they just need an upsell. If they just applied some funnel techniques, it'd be good. Or, "Hey, we could plug a challenge funnel in front of this thing, and that's the product we sell at the back of it. And the product is great." And I'd find these things way deep, buried In ClickBank's marketplace, and message the people. And then come back to them and be like, "Hey, number one, can I buy it from you?" Which is going to be more expensive because you're going to buy the domain, the brand, all that kind of stuff. Or number two is like, "I don't want to actually buy this from you. Can I license it from you?" And then you may be like, "What's the licensing?" And it's like, "Well, basically, I'm going license to sells it. I'm going to license the product and license all the things." And a lot of times, it's really, really cheap to license at all, and then you can create your own brand out of it. And I've had literally dozens of deals like that, where I spent less than a thousand dollars to license somebody's entire business and product. I got the ebook. I got the course. I got the sales, and I got everything for a thousand bucks, and it's something they probably spent 20 grand launching five years earlier. And it's still good. It just needs to be polished. It needs to be plugged into a funnel. It needs some traffic. It needs an upsell. It needs a down-sell. It needs something, but that's it. And there are so many opportunities and deals like that out there that I think most of us are forgetting or missing. So start looking at what are the businesses out there that are struggling? What businesses have been shut down? What things did you use to buy that you no longer can buy? Could you buy the company? Could you license the product? Could you become a reseller? Could you apply your funnel knowledge to it? I've seen tons of people who got out there, taken really good products that are selling in one way. And they go and license it and then plug it into a funnel, and they own all the online distribution or the funnel distribution. Right? They find authors who are selling books on Amazon and have no funnel. And they come, and they build the funnel for them. And then they give a royalty back to the author, but then they own the thing. Right? There's so many ways to make money in this game. And so anyway, I feel like my ADD dabble a little bit in some of these fun things. And like I said, we got two supplement brands and a T-shirt brand that are all launching from my ADD-ness, which is so much fun. So I guess that's better than watching Netflix. Anyway, so I just want to show it to you guys because maybe it'll get the wheels spinning. Some of you guys who don't have businesses yet, maybe are like, "Well, I get the funnel game. I just don't have a business yet." Well, cool. There's a couple of ways to go start a business from scratch really, really inexpensively, really quickly, and in a way where you don't do all the product development, or the copy, or all these things that maybe you're not as good at. You can find those things that are already finished, that are done, that are out there. I bet you 50 buck. In fact, I know this. If you go to flippa.com, F-L-I-P-P-P-A.com, there's hundreds of websites that are for sale. Also, Shopify has an exchange. I think it's called the Shopify exchange or something. If you go to Google, type in Shopify stores for sale, it'll pull up. It's a marketplace. Tons of you will have Shopify stores that are selling them. And I literally almost bought four or five of them last weekend. I was going through them all. I'm like, "Oh, my gosh." One was like Dollar Shave Club. It was like shaving stuff. It was like really cool shaving stuff. And there's also a beard club with all these beard things. I'm like, "I don't have a beard, but how cool if I bought a beard company and a shaving company, and I owned them both?" And they were super cheap. And basically, these guys created the brand, created the logos, created the products, launched it, didn't know how to actually drive traffic or sales. And all this stuff's done. All the hard work is finished. The suppliers, the manufacturers, the logos, the design, everything is done. They just have a Shopify store, which, as you guys know, is not going to make you nearly as much money as the funnel. I was like, "I'm just going to buy the Shopify store, plug the offers into a funnel, and boom, we're off to the races. And again, these are all skillsets that you guys have been learning here inside of our community. If you've been learning at Funnel Hacking Live, which, if you don't have your tickets yet, we're like 30 days away from that. Go to funnelhackinglive.com. But there's that. Right? There's the books. Right? If you've read the dotcom secrets book, you know how to do funnels. If you go to the one funnel-a-day challenge, if you've been incorporating into our community, you're learning the skillsets. You've just got to grab something and apply it to it. And it's literally the principle is universal. Right? Any product. And there's tons of out there, and you can start plugging it in so that you can go and you can create your own courses, which is an amazing way. You can go and get stuff off of Alibaba or Shopify, or excuse me, like from China. Or you can find people who already did, who already put together the store, who did all the hard work. They just don't know how to sell it. You can grab it, structure in a funnel, and boom, it's off to the races. I literally, my team, I sent them probably 30 of the Shopify stores I wanted to buy. And all of them would have been a cool little business that could be making, I don't know. Who knows? Five, 10 grand a month, just on autopilot by us just literally taking the products, plugging them into a funnel, getting an agency to drive Facebook ads to it. And then it just sends me money every single month. How fun is that? How cool is that? Are you guys getting this? This is what I'm talking about. This is why this game is so much fun. That's why I still can't sleep at night because this funnel game is expansive. It's always growing. It's so much fun. And anyway, I hope you guys are half as excited as I am. My goal is to keep you guys excited because this game is the best game that's ever been played. And you guys have a chance to play it at a level that nobody else in the history of all time has been able to do. Back in the day, people had to buy mailing lists and postage stamps, all sorts of stuff. Where you guys can literally just get a click funnels account, throw some things up, buy some Facebook ads, and you're in the game. That's it. It's so much fun. Anyway, I'm going to go. I just wanted to bring it up to you guys while I was having fun. Thanks so much for listening. Hopefully, it gets the wheels in your head spinning. I recommend go to flippa.com, and look for what's for sale. Go to ClickBank and scroll deep in the marketplace to the forgotten offers, and go find a forgotten often there and see if you can buy it from them, or you can license it from them. Go to Google and type in Shopify stores for sale. And again, I can't remember the name, but it's like a Shopify exchange that has all these Shopify store owners or people who did the whole thing, figured it out, got all the hard work done, and couldn't figure out how to make money with it. Now they're listing it for sale, and you can buy it. So many cool ways, so many fun things you can do. I hope this helps. And that's all I got. Thanks, guys. I appreciate you all for listening. Thanks for being part of our community. Get your tickets to Funnel Hacking Live. Again, it's at funnelhackinglive.com, before we are sold out. And I'm actually spending a lot of time at Funnel Hacking Live, talking about this and these unique opportunities. I call it virtual real estate. We're going to talk about virtual real estate and how to find it, and where it's at, and what you can do with it, and a bunch of other cool things. So that's all I got. Appreciate you all. Thanks for listening and hanging out, and we'll talk to you all again soon. Bye, everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

A new way to look at the “big domino” and how it’ll help you function as an entrepreneur. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- What's up everybody, good morning. This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. Today, I want to talk about something that I know all of us entrepreneurs deal with a lot, which is pressure and noise. If you listen to Alex Charfen, if you studied him, the entrepreneur personality type, he talks a lot about how entrepreneurs, when you are able to lower pressure and noise, you can do greatness. You can change the world, but when the pressure and noise gets higher, it gets really difficult. And oftentimes it turns into chaos and into bad things. And so I talk about that during this episode, because I'm in definitely a state of increased pressure noise and I want to talk about what I'm doing to deal with it and how it's helping. So with that said, I'm going to cue up the theme song. When we come back, we're going to dive deep. All right. So sure, like most of you and every... Okay, what step you are in your entrepreneurial journey? If you are beginning, if you are growing, if you are scaling, if you are selling, if you are buying, if you were like, whatever you're doing, there are times when you have increased pressure and noise. And Alex Charfen's one of my friends, I love his stuff. He was one of our head coaches for two comma club, X coaching program for a while. And he has a whole message, he talks about entrepreneurial personality types, EPT as he calls it, people like us. and he always says, "You're not broken, you're not weird, you're just different. You're and entrepreneur and that's okay." And in his teachings, he talks a lot about just how entrepreneurs, a lot of times we think we're crazy. And like a lot of times entrepreneurs are the ones who snap and go crazy and go off the deep end and other times they're the ones who are creating the most amazing things in the world. And he talks about there's this fine line between greatness and chaos, right? And for entrepreneurs, the biggest thing you do is you have to if you can decrease the pressure noise around you, then you can succeed. But when the pressure noise goes up, that's where you typically, they crash and burn. If you think about if you've had a chance to crash and burn a business or two, you probably know it was during a season or a time of increased pressure noise, and it's hard to handle it. And that's when things happened, right? That's why it's so important to build a team and to have people around you and things help support you to decrease the pressure noise so you can succeed. So there's a little mini chunk out of Charfen's training so you guys understand kind of the context I'm talking about. But in my life over the last 30 days, has been an insane, increase in pressure noise. I can't talk about all the things, but people I love who I work with daily, or who have had health issues that I was not expecting, there's that. And then we just finished our first acquisition and we were in the middle of our second acquisition, so new companies coming in. We also have Funnel Hacking Live in 30 days. We also have a new coaching program that we are changing. We also have, I can't tell you all the things, there's a lot of stuff and it's exciting. And it's partially, it's the most exciting time of the business, right? I just have so many fun things and so many things I'm excited for it. But then on the other side, man, between all these things, I was not planning over the last 30 days the pressure and noise and things have gone up dramatically. And I don't know about you guys, but it's made it for me it's hard to sleep at night. I lay there in bed I'm so tired but I can't sleep because there's just these things happening and all the stuff and the stress and all the balls you're juggling, you don't want to drop them, right? And I'm curious, have you guys ever felt that before? And for me, the last month it's been hard to sleep. And then I come into the office and there's so many things to do that half of them I don't know where to start and there's this and there's this and there's this and all of them are on fire. And it's overwhelming sometimes. And so it's interesting because by default I want to get things done so I go and I start working, I'm trying to get task after task. But it seems like an insurmountable thing. And so earlier this week, I had a thought, and you guys have heard me talk about the big domino before, right? In every sales presentation, it's one big domino. If you can knock down that one domino, it takes care of everything else and all the other dominoes fall down. And it's true in selling, but it's true in a lot of aspects of life, right? And I started looking at all my big, huge tasks and all the things. Each to do had like 500 little sub to do's. Instead of looking at all the sub to do's, I started looking at the bigger tasks with bigger project and saying, "Okay, what's the one big domino I can do that's going to knock down all these little tasks?" There's no way I can do all of them, it's virtually impossible. What is the big domino or who is the big domino? Who is the person that's going to come that could take this off of my plate? What's been interesting is to be able to look at this differently, I've had to completely slow down, which has been hard for me because I'm like, "I'm not going to make it to the finish line if I stop." But at the same time, I'm not going to make the finish line no matter what. So, it's forced me to stop and say, "I got to find the person or the thing or whatever that's going to knock this thing down." It's made me sit there in my thoughts for a lot longer, which has been good. And I've often thought of how do I get done with the task? The thought is like, "Who is the person I can find it or what's the process or thing I need to do that gets rid of all the other tasks so I can actually make it to the finish line?" And as I've been doing that, it's been interesting because sometimes you ask better questions, you get better answers. And so that's the question I started asking. And all of a sudden the answer started coming clear and it was like, "Okay, well if I had a person for here, this would make all these things disappear." I'm like, "Well, who's the person for that? I don't know somebody." And it's like, "Okay, let's think." And sitting in your thoughts and thinking and thinking and praying and thinking and trying to figure things out. And all of a sudden it's like, "Oh, what about this person? Or how about this? Or how about this?" Or literally one of the things was a text message from a friend who was like, "Hey, there's this person you should meet." And it's like, "Oh my gosh, that person I think is the big domino is can knock down this set of things for me." And it's been interesting because this week I had a whole task list of stuff I had to get done and I had not had a chance to do my tasks yet. But I've had longer meetings, which I hate meetings. Typically, I have slow two to three hour meetings with certain people to build a relationship, to be able to hand the reins to somebody to then go and knock down the domino for me. And I can tell you Friday was the first time this happened. I remember leaving Friday and it was the first night I was just not stressed. When I left, I was like, "Oh my gosh, this might be possible." And today I did it again and it's like, "Okay, this might actually be possible." And it wasn't for me speeding up or spending more hours or doing more things. It was me stopping, stepping back and trying to figure out the big domino. So for you guys, as you are entrepreneurs and you have increased pressure noise, and you're stressing about all the things, I want to encourage you to slow down, or maybe even stop for a moment and look at those tasks differently. Not from "How in the world am I going to get get this done, where am I going to find the extra time?" But, "Who is the big domino or what is the big domino that if I can figure that out, it makes all these other ones irrelevant." And that's been the thing for me that's keeping me sane. It's getting me excited and helping me to now finally starting to see the finish line again. Like, "Oh my gosh, it's there, I can see it, it's possible, you're saying there's a chance I could actually make it to the end." And so, as I'm getting through that and again, I spent two and a half hours meeting somebody today and I'm like, "Oh my gosh, I feel better. I'm going to probably sleep tonight a little bit. I'm pumped about that." It made me think I'm going to stop for a second and just do a quick podcast for my people, because I'm sure some of you guys are in that same season. If you're not now, you will be soon. And so just remembering the big domino concept in a way that you can solve these kind of problems for yourself. So I hope that helps, I hope that was useful. I'm grateful for all you guys for listening, for subscribing, for paying attention. I'm trying to serve you at my highest level and sometimes it's overwhelming, but I feel like we're doing good work. And I feel like the fruits of this stuff that we're creating for you guys right now is going to change a lot of lives, hopefully your life. So keep your eyes out. Everything from Funnel Hacking Live until January of 20, whatever next year is, 2022, it's going to be a crazy ride. You'll see a lot of stuff happened and it's going to be, fun. So I'm pumped. I'm pumped to show you what we've been working on. That's all I got. There's the tease. All right, appreciate you all each for listening and we'll talk to you all soon. Bye, everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

On today’s episode you will hear part 4 of 4 of Russell’s interview with Andrew Warner about the Clickfunnels start up story. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- Hey everyone, this is Russell Brunson. Welcome to the 4th and final installment here of the interview with Andrew Warner at the Dry Bar Comedy Club, where he’s going deep into the Clickfunnels startup story. I hope you’ve enjoyed it so far. You know, throughout this entire interview, it was really fun. He brought my wife onstage and some of my partners onstage, and brought other people who didn’t like me at first onstage and kind of shared all these things. I hope all you guys are enjoying it and really enjoying this interview. I hope that this starts making you think about your startup story. Some of you guys are living your startup story right now, and maybe you’re depressed or nervous, or scared, or afraid or whatever. And hopefully this gives you motivation to know that I was there too. In fact, I’m still there many times, but it’s okay and it’s part of the game and part of the process. And someday you’ll look back and you’ll have someone like Andrew interviewing you about your startup story and you’ll be so grateful for the trials and things you’re going through now. So with that said, we’re going to queue up the theme song, when we come back we’ll listen to part 4 of 4 of the Clickfunnels startup story interview with Andrew Warner at the Dry Bar Comedy Club. Andrew: And I know a lot of you have asked me what’s coming up next and Russell’s going to talk about that, how you’re going to get to Sales Force level, but why don’t I take a couple of questions from someone. Is there anyone who’s been sitting here going, “I can’t believe Andrew didn’t ask that.”? Is there anyone who has something standing out for them? Should we just have them onstage. Unknown person: We got mic’s. Andrew: We got mic’s from over there, okay. Audience member: Alright, a little bit deeper of a question. What is something, I know you’re strong in your faith, family, God, I mean kind of all around, what’s something that’s really made you who you are? You’ve mentioned before that made you as a marketer with your dad, you’re up late watching an infomercial. But what’s something that inherently that could have been experienced, maybe a quote in the back of your mind that’s just driven you, it could have been something that your parents taught you when you were young. What is, is there, it’s kind of a little bit difficult of a question to look back, there’s probably a million things. But what are one or two that really stick out, that make you the person that you are? Russell: I have a million thoughts just racing through my head. The one that just popped in the front, so I’ll share that one, hopefully it’s good. I remember when I was a kid my dad gave me a job to go clean the car. I went out there and I cleaned the car, I did my best job, I thought. And I came back in and I was like, “Hey dad, it’s clean. Can I go play?” I was like, “Come look at it.” So he could let me go out and play. And he was like, “Well, is it good? Are you proud of it?” and I’m like, “I don’t know.” And he’s like, “Well, are you proud of it.” I was like, “I don’t know.” And he’s like, “Go work on it until you’re proud of it, then come back and let me know.” And I was like, oh man. So I go back out, and I was like, “Am I proud of this?” and I was thinking about it, I guess technically I’m really not that proud of it. So I was like trying to do more things, trying to clean it better, and to the point where I was actually proud of it. And then I came back and I’m like, “Dad, okay the car’s clean now.” And he’s like, “Are you proud of it.” I’m like, “I am.” And he’s like, “Okay, you can go out and play then.” I think for me that was such a big thing because it was just like, that internal “Am I proud of this thing that I’m giving, that I’m putting out there?” and if not, keep doing it until you are. And I don’t know, that was one of those little weird dad moments that he probably didn’t mean as a teaching opportunity, but definitely has been big for me ever since then. Andrew: Good question. Is there one on this side? While you’re finding a person who has a question, Whitney, did you have more to say? You were going to ask more, right? Yeah, can you get the mic over to Whitney, please? She’s right over here. I know I didn’t ask your full question. Whitney: Hi Russell, how are you? Russell: Awesome, how are you doing? Whitney: Good. So with your business, what is, back to like when you were first starting, I kind of want to know, what’s the one thing when your business was really hard, when you were really struggling, what’s the one thing that kept you going? Just in the back of your mind. And then I have a second part of that. What would you say was your biggest failure and what was the greatest lesson you learned from it? Russell: That’s not an easy question. Andrew: The biggest failure. Russell: Oh man. So the first question was, what was the first one again? Thinking about the biggest failure, I’m trying to…Oh, what kept it going? Andrew: Give me a sec. Are you going through that now? You are, what are you going through right now? Can you stand up and get close to the mic? I can see that this is a meaningful question for a reason. What’s going on? Be open. Whitney: I’m just trying with my business, I’m trying to get my message out there. I’m really, I’m just baby parts of Clickfunnels, so I’m just figuring out how to do a funnel still. But my company is called Creating Powerful Women, so I am just trying to teach women how to grow a business while they grow their family at the same time. And I’m doing that right now, because I have 3 little tiny girls. So I’m just like, okay, I’m still trying to figure out this myself and then teach women how to do it at the same time. So it’s just, I’m still in that struggle phase. Andrew: Is it partially because you feel like an imposter, how can I tell them what to do? That’s what I was saying to you earlier. Whitney: When I don’t even know. Yeah. {Crosstalk} Whitney: I feel like I need to have that success level before I can teach women to go out and do it. But the reason when I found you in the hall, and I said, “I want Russell to be vulnerable and tell like the nitty gritty parts of the story.” And those stories are what make people relatable to you, that’s kind of where I’m at, as I realize that I grow a bigger following and a bigger audience when I’m more relatable to them, which I realize I don’t need to be up at that level to do that. Andrew: I get that. Russell: So my question for you is, have you been working with women? Helping them so far? Tell me a story of someone you’ve helped. I’m curious. Whitney: So I went through post partum depression a couple of years ago, after I had a baby and a lot of the women I’ve been reaching out to when I shared those stories, those women have been coming to me saying, “Hey, how do you get through this struggle? I know you’ve gotten past that, so I want to hear the hard stories that you went through.” So a lot of the people who I’ve been coaching one on one have been people who have gone through those exact same things  that I have. Russell: Okay when you do that, and you share the stuff with them, and that clicks for them, how does that feel? Whitney: Like I’m fulfilling what I was put on this planet to do. Russell: That’s the thing. That’s the thing that keeps me going. It doesn’t happen often, but it happens often enough that I crave that. I’m super introverted, so it’s always awkward for people to come to me, but I still love when they come to me and they’re like, “Hey, just so you know real quick…..” Like last night, we were in San Francisco, or San Diego, excuse me. Someone came up to me in the hall and I was kind of like, I’m nervous to talk to you but you’re going to talk to me. And he said, “Hey, just real quick, you legitimately changed my life, you changed my family.” And started tearing up. And I was just like, I let myself feel that just for a second and then I go back to the awkwardness, but for a second I feel that. And It’s just like ahh. That’s what it’s about you know. I use Voxer for my coaching clients. So every time they Vox me and say something like that, there’s a little star button and I star it and it stores them in this huge thing of all the starred ones. So now days I’ll go back and I’ll listen to that and I’ll listen to people like 2 years ago that said something about how something I did effected them, and it’s just like, that feeling. Because everything we do in this life is for feeling’s right. Everything is just a feeling we’re looking for. We eat because we want a feeling. We did this because we, I wanted a feeling. We’re doing everything for a feeling. So it’s like if I can remember the feelings of the thing I’m trying to get, and I can experience it again, then it, that’s what gets me and keeps me going.  And I think that any of us that are lucky enough to have those feelings, a lot of times we forget about them. No, remember that because that’s the thing, when it’s hard and it’s painful and it’s dark, it’s that feeling that’s just like, that’s the, you remember that and you let yourself experience it again for a minute. And then for me, that’s like, okay, I can get back up and I can go again. Andrew: Great question, I’m glad you asked it. How about one more over there? You know what, yeah, let’s give her a big round of applause, please. Audience member: I was actually going to ask a little bit about that vulnerability. I was surprised, I’m big in the SAAS space, I’ve been to Dream Force, follow a lot of Clickfunnels. It’s pretty rare to see a CEO want to put themselves kind of on the roasting side of things. You’re from here, from Sandy. I was just kind of surprised, what was it that really compelled you to kind of want to come back and do this in Utah? When I saw your email I thought it was a clickbait scam. Russell: Oh it is, we’re selling you something next. Audience member: I really thought I was going to come and it was going to be a video of your face spinning and it was going to be like, “Hi, we’re here.” Because I follow Clickfunnels, but it’s just really rare, especially being down in Utah county, that was kind of unique that way. Andrew: Wait, one sec. Does Clickfunnels allow me to actually place someone’s city in the headline, like I want someone from San Francisco, you could. Oh, alright, I get it. Audience Member: It said like Idaho, we’re in the surrounding areas, it’s going out to 8000 people, limited seating. So as a marketer I was just like, is this a real thing? You know. So I showed up and I was excited to see you. But why come back to Utah, what does this event mean to you and why want to be vulnerable and kind of open up? I learned a lot about you personally that was great to hear from a business side. Russell: So my beliefs are, and I believe we have the best software company in the world, so I’m going to start with that. But if it’s just about the software, then it comes down to who’s got what feature. People are moving and shifting and changing because of the features. That’s the thing. So Clickfunnels was like, no it has to be more and it has to be a thing. And it’s interesting, people who sign up for Clickfunnels, who click on an ad, they come and sign up. That’s why John can’t do, it doesn’t work that way. They sign up for a web, clickfunnels is a website builder for crying out loud. You boil it down, we are a website builder. That is boring. So people don’t come for that. They stay for that. That’s why they stay, that’s why they stay. But they come because of a feeling, and they come because of a connection. I want to be able to take the videos from here because if I can more people who come through my funnels to hear this story, they’re going to stick with Clickfunnels because they realize we have a soul. There’s a reason behind this, it’s not just the software company who’s trying to make a bunch of money. We’re actually, we have belief behind it. So that’s why we do all these things. That’s why I still write books. That’s why we do videos. That’s why we do vlogs. That’s why we do this fun stuff, because it builds connection with people, and connection really keeps people staying, even if some other company’s got a different feature than we do, or it’s cheaper and we’re more expensive, or whatever. So that’s the big reason why we still do it. And then I thought it would be fun to come down here because I grew up not far from here and it’s just kind of a fun thing. We’ve been working with the Harmon Brothers and we started another project with them and their family owns the Dry Bar Comedy Club, if you guys have ever watched Vid Angel, that’s one of their families companies. When Vid Angel had their little hiccups, they shifted all the programming to this, the Dry Bar Comedy Club, so we used to watch all the comedians here. And I was like, this is like the coolest location to do something like this. And one of the other side jokes, I don’t know if I shared this with you or if it was just in my head, but Andrew is famous for doing these big scotch nights, and as a Mormon I can’t drink scotch. And I was like, what if we did this, but at a Dry Bar, just this funny play off of that? And it all worked out. Andrew: You know, usually at events I do scotch night afterwards and say, ‘Everyone come back to my room.’ That’s not going to go over very well. But Dave’s been to mine. He drinks water and feels comfortable. We have good water for Dave. How about one more, then I want to get into the future. Audience Member: So you always talk about how, like for Clickfunnels you guys took like 6 tries to finally make it work, right. And how most of the time when you guys start something it doesn’t work the first time, that’s why you have audibles and all those things. So I was wondering as someone that, you know I’m starting and getting that, kind of like that lifts, what is the biggest thing that you see, versus like a flop funnel versus something that kind of takes off and explodes? What’s the audible or the change that you normally do that shift or the message change or whatever it is, that makes it finally take off? Russell: Traditionally the difference between a funnel that works and doesn’t work, I’d say it’s probably 50% offer. Like if the offer’s wrong it’s not gonna, that’s usually the first thing. But then if it’s actually a good offer, that people actually want, second then is usually copy. So like what’s the hook, those kind of things. And then design is probably 3rd. All that stuff that Theron and those guys didn’t like at first. The things that, because it’s not like we just made up this stuff, you saw 8000 funnels we tested and tried in the journey of 15 years of this, that now we know what things people convert on. So it’s just like looking at stuff that you know is working and modeling it because you this structure works, this kind of thing. But usually when something is broken it’s coming back and figuring out, this offer’s not right. People didn’t want it. And that was the problem with Clickfunnels. The offer, we took 4 or 5 times to get the offer right, and then as soon as the offer is right, you can tell when it’s right because people will buy, even if everything else is bad, if your offer is amazing people will give you money for it, you know. So that’s definitely the biggest part, and from there it’s copy, then design, then all the little things that stress some people out, like me. Andrew: So I’ve got, we’ll come back. I see there are a few people that have more questions; we’ll come back to them in a moment, including you. I promise I’ll do more. But you did tell me about all the different things you guys are working on now. Of all of them, what one is going to get you the closest to Sales Force level? Russell: That’s a good question, there’s so many things. So I would say, I’m going to ask you a question is that alright? Have you ever played bigger yet? Played bigger? Playing bigger?  Andrew: No, what do you mean by that? Russell: That’s the name of the book right? Play Bigger? Andrew: Oh Playing Bigger, the book. No. Russell: Yes. So that’s book’s been interesting, if you guys haven’t read it, it’s one of the biggest ones as a team that we’ve been reading. But it’s all about designing the category and becoming the king of that category. So I feel like we are the king of sales funnels, and that’s our category, the thing that’s going to be there. And then if you read through the book, the next phases are like, building out the ecosystem that supports you as the category. And the fascinating thing about sales force, if you look at it when, I probably shouldn’t say this on video because someday Mark Benioff’s going to watch this and be like, “I’ll never give you money.” But sales force isn’t great software, right. It’s this hub that things are tied into, but the reason why they did 13 billion this year, they’re trying to get to 20 billion is because they built this ecosystem. The ecosystem is what supports this thing and grows it up, and builds it. And that’s like the next phase. So I think for us, it’s like we have this, we have funnels which are the key. It’s like the CRM for them, it’s the central point. But it’s then bringing all the ecosystem, it’s building up all the things around it, right. Andrew: Letting other people create things on your platform, becoming a platform. Russell: Yes, becoming a true platform. Andrew: can you create a platform when what you want is the all in one solution when you’re saying, “you don’t have to plug in your chat bot to our software. We’re going to be chat bot software.” “You don’t have to plug in infusion soft, we’ve got email marketing in here or mail chimp.” Russell: It depends, because you look at Sales Force is similar too. They have their own things that they either acquire and bring them in, or they build their own, things like that. And I think it’s a hybrid of that. I think it’s, we allow people to integrate because some people have tools. We will, our goal is to always be the best sales funnel builder on planet earth. We may not be the best email auto responder in the world, we have one and that increases our revenue. And people who love us will use our email auto responder, but there may be some other one that’s better. But it’s not our big focal point. There may be a chat bot that’s got more features and more things, that’s not gonna be our focus to make it the best, but we’ve got one built in to make it. So theer will be, that’s kind of our thought, that we will have the things included, so if people want to go all in they can use it. But if they love yours because of these things, they can still bring that and still bring it in. You know, and then as we grow, who knows what the next phase is. Is it acquisitions, finding the best partners? People that most of our members are using, start acquiring companies and bringing them in, internally similar to what Sales Force does, growing the platform. Andrew: Just keep letting people build on your platform and then does that make the platform more valuable, or do you guys get a share of the money that people spend on these external tools? Russell: Both, I think. Stripe for example, Stripe, I think we process 1.7 billion dollars through Stripe. We make over a million bucks a year from Stripe referral fees, for just letting them connect with us. So there’s value on both sides because it makes the platform more valuable because people can use it easier, but we also make money that direction as well, and those type of things. Andrew: Okay, what is Actionlytics, Action… Russell: Actionetics. Andrew: Excuse me. Russell: So that was Todd’s name. He loved that name. So Actionetics is, it’s what we call internally, follow-up funnels. So we have sales funnels, which are page one, page two, page three, page four. Then a follow-up funnel is send this email, send this text message. “Here’s the retargeting pixels, here’s the thing.” So it’s the follow-up funnels. It’s all of the communication that’s happened after somebody leaves the page with your audience. Andrew: And that’s a new product that you guys are creating? Russell: Yeah, it’s been, actually we make more revenue from Actionetics than we do from Clickfunnels right now. We’ve never marketed it outside though. Andrew: I can’t get access to it, it asked me for my username and password. I said, I don’t have that, so how do I sign up for it? Russell: it’s only been in beta. So we opened up at Funnel Hacking Live, people signed up there. And then we kept it down for a year, then we opened it, so two Funnel Hacking Lives we opened it, and then my birthday we opened it. So that’s it. But we have, it’s over, 12-13 thousand members who have upgraded to that. And then we’re probably a couple weeks away from the actual public launch where people will be to get, everyone will be able to get access. Andrew: And already people are spending more money on that than Clickfunnels? Russell: Yeah, because it starts at $300 a month versus $100. So it’s the ascension up. So they go from $100 a month to $300 a month and then the new one, it scales with you. Because we’re sending emails and Facebook message, it gives us an ability to grow with the platform as well, and not just have a $200 a month limit. Someone might pay $1000 or $5000 depending on how big their lists are. Andrew: You’re really good at these upsells, you’re really good at these extra features. How do you think about what to add? How do the rest of us think about it, based on what’s worked for you? Russell: Okay, that’s a great question, and everyone thinks it’s a product, the question most people ask is, what price point should my upsells be? It has nothing to do with that. It has 100% to with the logical progression of events for your customer. So when someone comes to you and they buy something, let’s just say it’s weight loss. So they come to you and they buy a weight loss book right, and let’s say it’s about how to get abs. So they buy that, the second they put their credit card in and click the button, in their mind that problem has now been solved. I now have six pack abs, the second it’s done. And people don’t think that. So what people do wrong is the next page is like, “Cool, you bought my abs book. Do you want my abs video series?” it’s like, “No, I just solved that problem. I gave you money. It’s been solved.” So what we have to think through, for logical upsells is like, “okay, I just got abs, what’s the next logical thing I need?” So it’s like, “Cool you got abs now, but how would you like biceps? We can work it out. This is my training program to grow here.” For funnels it’s like, here’s this funnels software, or here’s this book teaching you how to build funnels, but after you have a funnel you need traffic. So traffic’s the next logical progression. So as soon as someone’s bought something, the customer’s mind, I believe, that problems been solved. And it’s like, what’s the new problem that’s been opened up, because that problem’s been solved. That’s the logical… Andrew: I got my email addresses because of Clickfunnels, the next problem I’m probably going to have is what do I send to people? And that’s what you’re solving. What about this, fill your funnel, it’s a new software. Russell: Yeah. Andrew: What is it? Russell: How do you know these things? That is good, you have been digging. So I’m writing my third book right now, it’s called Traffic Secrets, and then on the back of it we have software that’s called Fill Your Funnel, that matches how we do traffic with the book. So when someone reads the book, you login and the way we do traffic, we focus very heavily on influencers. We call it the Dream 100. So you come in and you login and you’re like, “Here’s the people in my market. There’s Tony Robbins, there’s Andrew..” you list all these people and it starts pulling all our data, scraping all their ads, their funnels, everything  and shows you everything that’s happening in their companies, so you can reverse engineer it for what you’re doing. Andrew: So if I admire what John is doing for you guys, I could put you in the software, you’ll show me what you guys are doing, and then I’ll be able to scrape it and do it myself. You’re nodding. And you’re okay with that? John: It’s awesome. I’m excited. Russell: Excited. Andrew: Have you been doing that? Is that part of what’s worked for you guys at Clickfunnels? John: Yeah, we like to, we call it funnel hacking. We like to look and see what other people are doing. Andrew: So you’re actively looking to see what other, man as an interviewer that would be so good for me to understand what people are doing to get traffic to their sites. Alright, so… Russell: We buy everyone’s product, everyone’s. I bought Drew’s like 6 times. Yeah, you’re welcome. Just because the process is fascinating to see. Andrew: And then the book. What’s the name of the book? Russell: Traffic Secrets. Andrew: Why is everything a secret? What is that? Russell: I don’t know. Andrew: No, I feel like you do. I remember I think it was… Russell: It all converts, 100% because it out converts. Andrew: Because the word, “secret” out converts? In everything? Russell: Everything. I used to onstage be like, “The top three myths, the top three strategies, the top three lies, the top three everything” and like “secrets” always out converted everything else, and then it just kind of stuck. Andrew: And then that’s the name of this book. I’m looking here to see…yeah, Melanie, she told me when you organized this event you said, “Secret project”. That’s it. Russell: If I just tell people what’s happening then they like, “Oh cool.” I need to have to build up the anticipation. Andrew: Even within your team? Russell: Especially within the team. Yes. Andrew: Especially. So secret is one big thing. What else do you do? Russell: Secrets, hacks… Andrew: No, within the team. So now you get them interested by saying it’s a secret. Russell: So I’ll tell them a story, I’ll tell them the beginning of a story. I’ll be like, “Oh my gosh you guys, I was listening, I was cleaning the wrestling room and I was going through this thing, and I was listening to Andrew and he was doing this campfire chat and it was amazing. And he’s telling this whole story, and I have this idea, it’s going to be amazing. But I’ll tell you guys about it tomorrow.” So what happens now, is they’ve got a whole night to like marinate on this and be like, “What in the world?” and get all excited. And then when they show up, they’re anticipating me telling them, and then when I tell them, then I get the response I want. If I tell them they’re like, “Oh cool.” I’m like, no, you missed it. I need that, in fact, I’ll share ideas all the time, I’ll pitch it out there just to see. I know it’s a good idea because Brent will be like, “I got chills.” Dave will start freaking out, and that’s when I know, “Okay, that was a good idea.” If they’re like, “Oh that’s cool.” I’m like, crap. Not doing that one. It’s the same thing. Andrew: I’ve heard one of the reasons that you guys hang out together is one, he’s an extrovert and you’re an introvert, but the other one is Dave will one up you. Russell: It starts the process. This is the bubble soccer event we did. Initially it was like we’re going to have influences, or we were launching the viral video and like we need, let’s bring some people into it. And then we were asking how someone could bring big influencers, like “you have to do something crazy. Like get a Ferrari and let them drive over it in a monster truck.” I was like, “That seems extreme.” I was like, “What if we played football on the Boise State Stadium?” And Dave’s like, “What if we did bubble soccer? What if we tried to set a Guinness book of world records…” and then next thing we know, we’re all Guinness book of world record champion bubble soccer players. It was amazing. Andrew: And that’s the thing that I’ve heard about your office environment. That it’s this kind of atmosphere where, see for me, look at me, I’ve got that New York tension. When I talk to my people and I talk to everyone it’s like, “You’ve gotta do something already.” And you guys like fun, there’s a ball pit or whatever in the office. Am I right? You go “we need a, we’re gonna create a new office. Let’s have a bowling alley in it and a place to shoot.” That’s the truth. Russell: It is the truth. It’s going to be amazing. Andrew: Does he also tell you, “We need to do something this weekend. Date night, it’s a secret.”? Russell: Maybe I need to do more than that, huh. Andrew: Yes, does he use persuasion techniques on you? Russell: It doesn’t work on her. Andrew: No. Russell: She’s the only person I can’t persuade. It’s amazing. My powers are useless against my wife. It’s unfortunate. Andrew: Do you actually use them, or when it comes to the house you go, “come on, I’m tired already, just…”? Russell: I tried to do something today and she was like, “That was the worst sales pitch ever.” I’m like, “Dang it. Alright, I’ll try again.” Andrew: Hey Siri, text my wife “I’ve got plans for tomorrow night. So good, Russell just told me about it. I’ll tell you later. Secret.” Period, send. Russell: That’s amazing. Andrew: Wowee. Does anybody know how I can get a babysitter here. {Audience speaking indistinctly} Andrew: They’re a little too eager to spend time with my kids. Thank you. Alright, I said I would take a few more questions. I know we’re almost out of time here. Who was it, it was someone on the right here that was especially, you looked, uh yeah you, who just pointed behind you. Audience Member: Hi, okay, Russell I’ve been in your world since about 2016.. Andrew: Hang on a second, who the, I’m sorry to curse, but who the f**k comes to a software event and goes, “I’ve been in your world.”? This is amazing about you. I’m in San Francisco, there’s nobody that goes, “I’m so glad I’ve been in the hubspot world.” It doesn’t work that way. I’m sorry, I had to interrupt. Okay. I’ve been in your world. He’s selling you software, you’re in his world. Sorry. Audience member: You have to listen to his podcast, it’s a.. Andrew: I’ve listened to his podcast. It’s just him talking. Audience Member: He talks about it, it’s a universe. He creates a universe. Andrew: You know what, here’s the thing that blew my mind. I thought it was him in a professional studio, I saw him in San Francisco, he’s talking into the voice recorder on his phone. Okay, yeah. I gotta feeling that Russell’s going to go, at some point, “Religion is just an info product. I think I could do a better job here.” Alright, yeah. Audience Member: okay, I entered the Clickfunnels universe in 2016 and since that time, I came in with a lot of hopes and a lot of, it was just a really exciting experience to have you break down the marketing, you really simplified it right. So I see that, I’m an ambassador for the one comma club challenge right now, and people are coming in with such high hopes and such tremendous faith and trust in you. And I have a friends that I brought into it and everything and they’re coming in, just like, they’re really staking a lot on how they’ve persuaded to join your universe. Sorry, universe is the wrong word. But from that, I guess the question is, there’s a few things. I think a lot of people are afraid of that type of responsibility in the products that they’re delivering, and of course there is a tremendous failure rate of people who don’t get what they’re persuaded in. So there’s a lot of magnification on the two comma club, and the people there that are the successes, but the question that I have is, the responsibility that you feel for that, I feel that you feel the responsibility because you’re constantly looking for new ways to simplify, bring in new coaches, bring in the new team, make products and offers that are completely irresistible. Truthfully, I went to Funnel Hacking Live, I’m not spending any money, 20 thousand dollars later. I mean it was truthfully so irresistible, but you’ve crafted such unique things in an effort to truly serve that client and really get them to the place that they’re looking to go. So I’m not sure if the question is coming out, but there’s a lot of responsibility that all these bright eyed, bushy tailed you know, wannabe marketers are coming in really truthfully feeling the genuine just truth that you’re telling them, but then there’s a big crash and burn rate too, which is normal in that space. I’m not sure what the question is. Andrew: Congratulations  to the people in the two comma club, what about the people in the no comma club. What do you feel is a sense of obligation to the people who aren’t yet there? What do you feel about that? Russell: Is that the question? Andrew: Is that right? Audience member: I guess the question is, there’s two parts, one is the responsibility that other people are feeling, the fear that they’re feeling to put something out there because they’re afraid of a failure rate. So just like, Whitney over there was talking about, she’s got those fears. So there’s normal fears that come along with that, so how you deal with that, in that it’s not because of lack of delivery on your end, but there’s still people who are spending tremendous amounts of money, or small amounts of money that just aren’t getting what it is. So it’s really about your internal feelings about that topic. Russell: It’s a good question. There’s a lot of different ways I could answer it. I’m trying to think, for me it’s a big reason I do have a con stripe, because I do feel like I have a huge obligation to people who sign up for our stuff. So I’m always thinking, how do we simplify this, how do we simplify it? What’s the best way to do it? What’s the thing? But that’s also what creates innovation right. It creates the ideas, it’s that, how do we serve these people better? How do we serve them better? Probably the best analogy, in fact, Brandon over here was working on a video that he sent me last night, that I had a chance to watch, it was really cool. We had Sean Stephenson speak at the second Funnel Hacking Live. Was anyone there for that one? A couple of you guys. Sean Stephenson, if you know him, is the 3 foot giant. He’s this little dude in a wheel chair, one of the coolest humans on earth. And he told this story, it was funny because man, I had another emotional connection watching it last night actually, watching it. And he talked about stories like, “How many of you guys here are upset because you got 17 followers on Facebook and you’ve got 13 likes on your YouTube video, and you’re pissed because of all this stuff.” And I think of a lot things that way. “I’m trying this thing, I’m not a millionaire yet, I’m not making any money, blah, blah, blah.” And they’re upset about that right. And what Sean said, he’s like, “Do you know how they choose who they’re going to save when a helicopter is flying into an ocean and there’s a boat that’s wrecked with all these people. Guess how they choose who they’re going to save?” and he said, “What happens is the helicopter drivers, they fly over there and go down to the people, going to save them, and guess who they save, they save the people who are swimming towards you.” He says, “That’s how you do it. If you try to save everyone, it will drown you, it’ll drown the boat, and everybody dies. But you save the people who are swimming toward you.” And then he came back and said, “Those 17 likes on your video, those are the 17 people who are swimming towards you. You have to understand that.” So for me it’s like, we talk about the money because that gets people inspired, but when it all comes down, the really internal belief, no one really cares about the money. They want the feeling of the connection and the help and they want to change the world. They have their thing, and so it’s like, we talk about the money because it gets people excited, but I don’t know anybody who that’s the real reason why they’re in business. They’re in because they want, they want to help those people that are coming towards them. So you notice when you get deeper into the culture, it’s not just money, money, money, money. It’s how do you serve, how do you impact, how do you change the world, how can you get your message clearer, how can you do those things? And when you shift from the money to that, then the money starts magically coming. So for me, it’s just like how do we get more people thinking that way more often. I don’t know if that’s the right answer or if that helps at all, but it is definitely something I feel a big obligation for but I also feel like I’m super grateful for the people who are willing, I’m grateful to Don Lepre, spent all that money doing the infomercial on that thing. And I didn’t implement it back then, when I was 14, right. I’m grateful to the next guy who re-inspired me and I bought the thing and didn’t do anything and then next person and all those things, because eventually it stuck. So for me, it’s like I’m going to keep creating offers and keep doing cool things, and trying to inspire people because it might not be the first or the second or the fifth, but eventually if I keep being consistent on my side, it’s going to keep getting it and eventually the right people, those who actually have something they want to share, something they actually care about what they’re doing will figure out the way. And we’re just going to keep trailblazing and trying to do our best to make a path that they can all follow. So that’s kind of how I look at it. Andrew: Great question. Let’s close it out with one more. Yes. Dave did you find someone, because I just found someone right here. Why don’t we do two more then? Since you found one and I found one. What’s your name? Sorry, Parker? Parker. Go next. There we go, let’s go to Parker next and we’ll close it out with him. Parker: Alright, so the biggest question I have for you Russell is, I’ve seen you guys’ amazing group you guys have at Clickfunnels, and every time I go in your guys’ office it’s nothing but excitement, energy, and not only you don’t have to inspire your workers to work for you. They come there excited and hearing your amazing stories that John and Brent had of, they stayed with you for all this time and you pushed them and they pushed you and there’s this amazing cycle. I’m curious as far as, because I want to have an amazing group like that one too so I can affect the world the same way that you have, and even do better than you did. And that’s a completely admiration thing, that’s I don’t know. Dave: Cut from the same cloth here. Russell: That’s his dad. Dave’s son. Andrew: Oh got it. That makes sense. Parker: The question I have for you is, how do you find those people? Is it nothing but like a whittling out process or do you see these characteristics already in the people that you have? Andrew: One sec, how old are you? Parker: I’m 20 years old. Andrew: 20 years old and you admire your dad and the guy that he works with so much that you want to not just be like him, but be more like him? Can you take of my kid tonight? Sorry, that’s amazing. Does your dad come home with this energy like this energy like, “We’re going to capture the world. This is what we’re going to do.” Parker: it is the funniest thing. Oh my gosh. Every way you see him online, social media, whatever the heck it is, it’s exactly the same way he is at home. When you see him on the tv talking about like, “Oh this is…” or when you interviewed him. Andrew: I’ve watched his podcast, I see that thing. {Crosstalk} Parker: you know as much as I do then. Andrew: What did he motivate you to, like to sell as a kid, or to upsell as a kid. Parker: So he would like talk to us like he was a sales person basically, in the aspect of he talks about things as far as, this person did a terrible job at selling. They could have done this, this, this and this.” And we’re like 10 years old, I think at the time, I think. I don’t know. It’s more of a recent change since he joined clickfunnels and he’s got this amazing excitement and energy. It’s an amazing thing and I wish to have to people like my dad when I become a, when I start to do my own thing. Andrew: It is contagious isn’t it? Parker: yeah, it totally is. Andrew: And I’ve been watching, what’s this new Vlog that you’ve got. It’s on Russell, it’s on Russell Brunson’s YouTube channel right? I’m at the end of it going, “Hell yeah, why am I taking a shower now. I gotta go, I got stuff to do.” Right. These guys are out there taking over San Francisco, that’s my city. So I guess you’re feeling the same way at home. Now, he’s there twice, he suddenly owns a place. So your question was…? Parker: My question was basically, how do you find these amazing people to work, not only for you, but with you and to help you accomplish your dream? Is it whittling out process or it you have innate ability to find people? Russell: So as you were saying that I started thinking, I’m thinking about the partners on our team, who none of them came through like a help wanted site. None of them came through like, Brent went to church with me and he showed up every single week, every single month, he was my home teacher and showed up every single month consistently and we became friends and we did stuff together. John married my cousin. We were on the boat in the middle of the lake and he pitched me on a network marketer opportunity and I was like, I love this guy. And then I pitched him back and we just, and it was amazing. And then Dave, we were at an event like this and we had a signup sheet if you wanted to take the speakers out to dinner and Dave ran back and signed up every single line under mine. So I went to every single meal with him for 3 days. I think it’s just, I think a big part of it, I think most entrepreneurs can’t build a team because they’re waiting to build the team. And I think for me, I didn’t know what I was doing so I just started running, and what happens when you’re moving forward and motion is happening, people get attracted to that. And some people will come for bad reasons and they’ll leave, and I’ve been taken advantage of multiple times, things like that will happen, but the right people will stick around. But it’s all about, it’s the motion right. That’s what people are attracted to. If something’s happening. I don’t know what’s happening, but I want to be on that train and they start coming. So I think it’s taking the initiative of “Okay, I’m going to start running and I have no idea if anyone’s going to follow me ever. But If I do this and I keep doing it consistently then people will.” And you know, it’s been a consistency thing. I’m 15 years into this business now, 8000 funnels deep. But it’s a consistency, and when you do that and you’re consistent, then the right people will just start coming into your life. But not waiting for them initially. If I would have waited to build my team initially, we wouldn’t have a team. Everyone we met was like in the, as we were having motion, the right people started showing up. Andrew: Alright. Thanks. Speaking of, thank you. How many people here are actually at Clickfunnels, if you work at Clickfunnels. Can you guys stand up if you work at Clickfunnels. There you go. I feel like at the end of this everyone’s going to want to go and meet Russell. Everyone’s going to want to go and mob him. And he’s not that social, number one. Number two, I feel like you’re going to pass up these fan-freaking-tastic conversations, I’ve gotten to know the people who work here a lot really well in preparation for this, I really urge you to see the guys, the people who are wearing these t-shirts. Get to know them. Push them into a corner, understand what’s working for them. And really, you’re fantastic people, thanks so much for helping me do this. And thank you for having me on here. I really appreciate you being open, being willing to let me take this anywhere. You said, “I understand what Andrew is trying to do. He’s trying to figure this out. I’m going to let him run with it and let him make the magic happen.” And I think we made a lot of magic happen. Thanks so much for having me here. Russell: Yeah man, it was amazing. Andrew: Thank you all for coming, I’m looking forward to meeting every one of you. Thanks. Learn more about your ad choices. Visit megaphone.fm/adchoices

Enjoy part three of this classic episode series where Andrew Warner from Mixergy interviews Russell on the ClickFunnels startup story! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- Hey everyone, this is Russell Brunson. Welcome back to the Marketing Secrets podcast. I hope you enjoyed episodes 1 and 2 of the interview with Andrew Warner at the Dry Bar Comedy Club where he was telling the Clickfunnels startup story. I hope you are enjoying this interview series so far, and I hope also this motivates you guys to go over to the mixergy podcast and subscribe to everything that Andrew does. Like I said, he is my favorite interviewer and I think that what he does is second to none. So I hope that you guys enjoy him as well, and go subscribe to the mixergy podcast. But with that said, I’m going to queue up the theme song, and when we come back we will start into part 3 of the Clickfunnels startup story interview. Andrew: I actually got, I did see, I don’t know, I didn’t see the video you mentioned, but I did see what it looked like. Here’s one of the first versions. He compared it to Clickfunnels, he said, I mean to Lead Pages. He said, “Look at how Lead Pages has their stuff all the way on the left, all the controls.” Oh you can’t see it. Oh, let me try it again, let me see if I can bring up the screen because this is just, it’s just too good. Hang on a second. I’m just constantly amazed how you’re able to draw people to you. So this is the article from Lead Pages, this is the first landing page from Clickfunnels, this is what he created before, this is what you guys did together. This is your editor and h e said, “Look, if you’re on Lead Pages, their controls, their editor is all the way on the left and it’s just moving the main content to the right, which is not looking right. And I prefer something that looks like this, with a hundred pixels on the left, a hundred pixels…” I go, who knows a hundred pixels, it’s like you, what is this? Russell: Dylan is obsessed with that type of stuff, it’s amazing. Andrew: Obsessed. And you draw people like that. You draw people like Dave, who is just phenomenal. Dave, the traffic and conversion event that he was just talking about, is that the one that you went to? Dave: The one after that. Andrew: The one after that. Okay, we’ll come back to that in a second then. So this became your next version, you brought on a new partner, and then you did a webinar with this guy. Who is this guy? Russell: It’s Mike Filsaime, one of my first friends online. It actually wasn’t a webinar, it was a live event. He was doing a live event in San Diego and he was like, “You have to come and sell Clickfunnels.” And I was like, “Nobody’s buying Clickfunnels.” We had a free trial and like, we couldn’t give it away. It was crazy. And he’s like, “Well, you’re on this website, you’re picture is there, you have to come and sell Clickfunnels, and I need you to sell it for at least $1000.” Because the way it works, if you speak at someone’s event, you sell something, you split the money 50/50. So he’s like, “It needs to be at least $1000.” And I was all bummed out. I didn’t want to do it. And the event actually started, but they were streaming it live online, so I was actually sitting at our office in Boise, watching it as I’m putting together my slides to create Clickfunnels, and then flew out to the event. And then we had a booth, and I don’t know if I told you this, we had a booth and Lead Pages had a booth right across the little hallway, skinny hallway. And Todd’s wife was manning our booth and then Lead Pages was right there, and it was so funny because she was not shy at all about talking about Lead Pages. She’s like, “Yeah, we’re like Lead Pages except for way better. We can do this and this.” And the other guy is sitting there like, right in front of her as she’s telling them everything. And it was..anyway, I digress. It was pretty funny. Andrew: By the way, she’s still at it. I saw a video that you guys created, you were talking to her and she goes, “I will be Clickfunnels.” I go wait a minute, you still had that fire, okay. So you were at that event. Russell: So we’re at the event and there’s probably, I can’t remember, 150-200 people maybe in the room. So I got the slides up and Dylan was there and he was like, when we got to the funnels he was going to demo the editor, so I did the whole thing, showed the presentation and we demo’d Clickfunnels and at the end of the thing I sold. And I’ve been good onstage, but by far, that was the first time in probably 8 years that I’d seen a table rush, where people are stepping over the things, jumping around, trying to get to the back to buy as fast as they could. Andrew: What did you say to get them to want to do that? Russell: We made a really, I mean we gave the presentation, and gave a really good offer at the end. They get a year of Clickfunnels for free, plus they get training, plus they were going to get all these other things for $1000. Andrew: It was $1000 training and a year of Clickfunnels for free, and then they become long term members. And it was also called, Funnel Hackers? Russell: Funnel Hacks, yeah. Andrew: Funnel Hacks. And that’s the thing that became like… Russell: The culture. Andrew: This culture, this tribe. It wasn’t just they were signing to learn from you, they were becoming funnel hackers. That’s it. Russell: I mean, that wasn’t planned though. It was like, I was trying to think about a sexy name for the presentation, so I’m like ah, Funnel Hacks. And somebody owned FunnelHacks.com, and I’m like, I’m still doing the presentation that way. And then later we made t-shirts that said, “Funnel Hackers” and then now we got 4 or 5 people have tattooed that to their bodies, it’s really weird. But anyway, that’s what happened. We did that and we sold it and I remember going to dinner that night with the guys who were there, and Todd and his wife and everything. And we were all excited because we made some money finally. But I was just like, “You guys don’t understand, like I’ve spoken on a lot of stages, and I haven’t seen a table rush like that.” And I remember back, there was a guy, he passed away a couple of years ago, his name was Fred Catona. And he was a radio guy. He was the guy who did the radio commercials for, do you guys remember, it’s got the guy from Star Trek, what’s his name? Audience member: Priceline. Russell: Priceline. He did the Priceline radio commercials and made that guy a billionaire. And he told me when we were doing the radio ads, “This is what’s going to happen. We’re going to test your ad and if it works, I’m going to call you on the phone and let you know you’re rich. Because if it works, it means you’re going to be rich.” So I remember going to dinner that night and I told the guys, “Just so you guys know, we’re rich.” And they’re like, “What do you mean? We made $150,000.” I’m like, “No, no, no. The way people responded to that, I’ve never seen that in my life. We’re rich.” The response rate from that, I’ve never seen. Andrew: And then you went to webinar after webinar after webinar. Russell: On the flight home that day I’m texting everybody I’ve ever met. “I got a hot offer, this webinar crushed it. We just closed whatever percent of the room at Filsaime’s event. Who wants to do it?” And we started filling up the calendar. Andrew: And the idea was, and you told me you did 2 to 3 some days. And the idea was, they would sell somebody on a course, and then their members would then hear how your software and your funnel hacking technique would help up what they just bought and then they would sign up. You’re still excited, I can see it in your face. And then this thing took off. And then you started doing an event for your culture, your community, and this guy spoke, Tony Robbins. Russell: Oh yeah, there’s Tony. Andrew: One of the first ones. Was he at the very first one? Russell: No, he came to the third one, was the first one we had him come to. Andrew: Yeah? Why do an event? Why do your own live event? Russell: So we’ve done events in the past. I know events are good, but I’d sworn off them because the last event we did, I think we sold 3 or 400 tickets and less than 100 people showed up and I was so embarrassed. I was like, “We’ll never do events again.” And as soon as this, as soon as Clickfunnels launched and it was growing, everyone’s like, “We want to do a meet up. We should do an event.” All the customers kept asking. And against my, I didn’t really want to do it, but at the same time I was launching my book, and I had won a Ferrari in this affiliate contest so I was like, “What if we did an event and we had the Ferrari there and we gave it away and then we’re…” we had other ideas for giving away other cars and it became this big, exciting thing that eventually turned into an event. And that was the first Funnel Hacking Live event in Vegas, and we had about 600 people at that one that showed up. And that’s where it all kind of, it all started. Andrew: And it built how much, how many people are you up to now? Russell: Last year we had 3500 people and we’re on track to have about 5000 at this year’s event. Andrew: 5000? Yeah. Russell: Those aren’t free tickets. Each ticket’s $1000, so it’s…. Andrew: So how much is that in total revenue? Russell: From the event? Andrew: Yeah. Russell: So ticket sales, last year was $3 ½ million, this year will be over $5. But at the event we sell coaching so last year we made $13 million in coaching sales at the event as well. Andrew: Wow, would you come up here for a second, Dave? Do you guys know Dave? Yeah, everyone knows Dave. You know what’s amazing… {Audience catcalls} Andrew: That’s amazing. Dave: I don’t know who that is. Andrew: A catcall. I saw a video, you guys have this vlog now, a beautifully show vlog. You guys went to sales force’s conference, you’re looking at the booths and in the video, do you remember what you did as you saw the different booths? Dave: I think that one I went and asked what the prices for each of the booths were. Andrew: Yes, and then you multiplied. And he’s like, you’re not enjoying the event, you’re calculating ahead, how much. “10,000 that’s 100,000….” It’s like wow, right. You do this all the time? Dave: Yeah. It’s a lot of money in an event like that. Andrew: And you think, and if this was not your event, you would be doing the same calculation trying to figure out how much they brought in today. Wowee. Alright when you went to sales force did you calculate how much money they probably did from their event? Dave: We were doing that the whole time, absolutely. Andrew: You saw the building, you had to know… Dave: Oh my gosh. 61 stories. Andrew: Why? Why do you guys want to know that? Why does, how does that… I want to understand your drive as a company and I feel like this is a part of it. Figuring out how much money other people are making, using that for fuel somehow. Tell me. Dave: I think it actually goes back to Russell and his wrestling days. We had the experience of going to Chicago right after that, and super just exhausted. And it was one of those things where he literally landed, we walked down and we’re underneath the tarmac and all the sudden Russell goes from just being totally exhausted to a massive state change. Where he’s literally right back where he was with his dad and he and his dad are walking that same path to go to, I think it was Nationals. And I saw Dan Usher, who was doing the filming, capturing that moment and it’s that type of a thing for Russell. Where all the sudden it’s the dream, where as soon as you see it, it can then happen. And Russell’s just been amazing at modeling, and again the whole idea as far as just going at a rapid, rapid speed. I mean it’s “Ready, fire, aim.” Andrew: It’s not you gawking at the sales force, what’s the sales force event called? Dave: Dream Force. Andrew: Dream force. It’s not you gawking at how well Sales Force’s event, Dream Force is doing, it’s not you having envy or just curiosity, it’s you saying, it’s possible. This is us. That’s it. Dave: It’s totally possible. Andrew: It’s totally possible. We could get there. And when you’re sizing up the building, you even found out how much the building cost. Who does that? Most people go, “Where’s the bathroom?” How much does the building cost? Dave: There’s a number. Andrew: It’s you saying, “We could maybe have that.” Dave: We can have that, yeah. Andrew: Got it. And so let’s go back a little bit. I asked you about Traffic and Conversion because the very first Traffic and Conversion conference you went to, you guys were nobodies. Nobody came and saw you. Dave: We were put out in North 40 pasture, way, way far away. Andrew: And some people would say, “One day I’ll get there.” you told Russell, “Today we’re going to get there.” Dave: Well Russell wanted, he was speaking and so whenever you’re speaking at an event, it’s important that you fill a room, like this. And there’s nothing worse than having an event and having no one show up. It’s just the worst feeling in the world. And so he’s like, “All we need, I gotta find some way of getting people into the event. I wish we had like some girls who could just hand out t-shirts or do something.” And I was like, we’re in San Diego, that’s like my home town. Russell: Dave’s like, “How many do you need?” That’s all he said. Dave: It’s just a number. It comes down to a number. How many do you want? So we ended up having, within an hour or so we had 5 girls there who were more than happy to dance around and give out t-shirts and fill the room. Andrew: and the room was full? Dave: Packed. Andrew: Packed. And why wouldn’t you say, “One day, the next time we come to Traffic and Conversion, the tenth time we’re going to do it.” Why did it have to be right there? Dave: It’s always now.   Andrew: It’s always now. Dave: It’s always now. Andrew: It’s always now. It’s never going to be the next funnel, it’s never going to be the next product launch. I’m going to do whatever we can right now, and the next one, and the next one. That’s it. That’s who you are. Dave: That’s how it works. Andrew: And now you’re a partner in the business. $83 million so far this year, you got a piece of that. Dave: Yes. Do i? Russell: Yeah. Dave: Just checking. Andrew: Do you get to take profits home now? Dave: We do. Andrew: You do, you personally do? Dave: Yes. Andrew: Are you a millionaire? Dave: Things are really good. Andrew: Millionaire good from Clickfunnels? Dave: yes. Andrew: Really? Dave: Yes. Andrew: Wow. And you’re another one. I was driving and I said, “What was it about Russell that made you work for him? What was it?” and you said, “I’ve never seen anyone implement like him.” Give me an example of early days, something that he implemented…you know what, forget that, let’s not go back to Russell. As a team, you guys have gotten really good at implementing. Give me an example of one thing that you’re just stunned by, we did it, it came out of nowhere, we could have been distracted by funnel software, we could have distracted by the next book, we did this thing, what is it? Dave: You’re here on this stage with JP, and this was what 6 weeks ago? Andrew: and this whole thing just came from an idea I heard. You use Voxer. Why do you use Voxer? Russell: I don’t know. Andrew: Because you like to talk into it. Russell: Yeah, and you can fast forward, you can listen at 4x speed, you can forward the messages to people really easily, it’s awesome. Andrew: and it’s just train of thought, boom, here’s what I think we’re going to…No, it’s not that. I heard it’s, “I have a secret project…” Russell: “I’ll tell you guys about it later.” And they all start freaking out. “Tell us now.” Andrew: “Secret project. I don’t know what it, it’s going to be exciting.” They don’t know what it is, going to be excited. Russell: Do you know how it started, this one? I was cleaning my wrestling room listening to you, and you were, I don’t know whose event it was, but you were at the campfire, it sounded like. And you were doing something like this and I was like, I want my own campfire chat to tell our story. And then I was like, “Dave, we should do it.” And now we’re here. So thanks for coming to our campfire…. Dave: That’s how it happens. Andrew: And that’s exciting to this day. Alright, thank you. Give him a big round, thank you so much. You know what, I didn’t mean for this to come onstage, but I’m glad that it is. This made you laugh when you accidentally saw it earlier too. Why is this making you laugh? What is it? Russell: So we’re not shy about our competitors, even when they’re our friends. So one of the companies we’re crossing out is his. That’s why it’s funny. Andrew: It’s one of my companies. That’s Bot Academy there. It’s also a company I invest in, that octopus is ManyChat, I’ve been a very big angel investor and supporter of theirs. I’m not at all insulted by that, I’m curious about it. You guys come across as such nice, happy-go-lucky guys. Dave asked me if I want water, I said “Dave I can’t have you give me any more things. I feel uncomfortable, I’m a New Yorker. Punch me, please.” So he goes, “Okay, one more thing. I’m going to give you socks.” So he gave me socks. Really, but still, you have murder in your eyes sometimes. You’re crossing out everybody. This is part of your culture, why? Russell: It comes back, for me its wrestling. When I was wrestling it was not, I don’t know, there’s different mentalities right. And I did a podcast on this one time and I think I offended some people, so I apologize in advance, but if you’re in a band and everyone gets together and you play together and you harmonize, it’s beautiful. When you’re a wrestler you don’t do that. You know, you walk in everyday and you’re like, those are the two guys I have to beat to be varsity. And then after you do that, you walk in and you’re like, “Okay who are the people I have to beat to be in the region champ, and then the state champ, and then the national champ?” So for me, my entire 15 years of my life, all my focus was like, who’s the next person on the rung that I have to beat? And it’s studying and learning about them and figuring their moves and figuring out what they’re good at, what they’re bad at so we can beat them. Then we beat them and go to the next thing, and next thing, and next thing. So it was never negative for me, it was competition. Half the guys were my friends and they were doing the same thing to me, we were doing the same thing to them. I come from a hyper competitive world where that’s everything we do. And I feel bad now, because in business, a lot of people we compete against aren’t competitive and I forget that sometimes, and some people don’t appreciate it. But that’s the drive. It’s just like, who do we, if I don’t have someone to, if there’s not someone we’re driving towards, there’s not a point for me. Andrew: And even if they’re, even if I was hurt, “I accept it, I’m sorry you’re hurt, Andrew. I still care and love you. We’re going to crush you.” That’s still there. Russell: And I had someone, so obviously InfusionSoft was one of our people we were targeting for a long, long time and I had a call with Clayton and someone on his team asked me, “Why do you hate Infusion Soft so much?” I was like, “I don’t, you don’t understand. I don’t hate, I love Infusion Soft. I’m grateful for it. I’m grateful for Lead Pages, I’m grateful for….” I told them, have you guys seen the Dark Knight, my favorite movie of all time? And it’s the part where Batman and the Joker are there and Batman is like, asks the Joker, “Why are you trying to kill me?” And the Joker starts laughing and he’s like, “I’m not trying to kill you. The reason I do this is because of you. If I didn’t have you, there’s no purpose behind it.” So for me it’s like, if I don’t have someone to compete against, why are we playing the game? So for me, that’s why we’re always looking… Andrew: It’s not enough to say, it’s not enough to just say “we’re playing the game because we want to help the next entrepreneur, or the next person who’s sick and needs to create…” no, it’s not. Russell: That’s a big part of it, but like, there’s something… Andrew: Yeah, but it’s not enough, it’s gotta be both. Russell: My whole life there’s, the competition is what drives me for sure. Andrew: And just like you’re wrestling with someone, trying to beat them, but you don’t hate them. You’re not going to their house and break it down… Russell: Everyone we wrestled, we were friends afterwards. We were on the same Freestyle and Greco teams later in the season, but during, when we’re competing, we’re competing and everyone’s going all at it. Andrew: Everyone’s going all at it. That’s an interesting way to end it. How much more time do we have? How much more time do we have? I’m going to keep going. Can I get you to come up here John, because I gotta get you to explain something to me? So I told you, I was online the other day, yeah give him a big round. I was online the other day, I don’t even know what I clicked, I clicked something and then I saw that Russell’s a great webinar person, everyone keeps telling me. Well, alright, I gotta find out how he does it. So I click over, “Alright, just give your email address and you can find out how..” Alright, I’ll give my email address to find out how he became such a great webinar presenter. “Just give a credit card. It’s only $4.95, so it comes in the mail.” It comes in the mail, that’s pretty cool. Nothing comes in the mail anymore. Here’s my credit card. It goes, “Alright, it’s going to mail it out. Would you also like to learn how to use these slides? $400.” I go, no! I’m done. Russell: Welcome to the funnel. Andrew: Welcome to the funnel. I’m done. But I’m going to put in Evernote a link to this page so I don’t lose it so I can come back. I swear. I did it. And this is my receipt for $4.95. Don’t you ever feel like, we’re beyond this? We’re in the software space now, we’re competing with Dropbox, we’re not competing with Joe Schmoe and his ebook. And you’re the guy who sold the, who bought the ad that got me. John: I know. Andrew: I asked you that. Do you ever feel a little embarrassed, “We’re still in the info market space.”? John: No, I think it’s the essence of what we do, of what Russell does. We love education. We love teaching people. I mean, the software is like the backend, but we’re not software people. I mean, we sell software, but we teach people. All these people here and all the people at all of our events, they just want to learn how to do it better. Andrew: I don’t believe it. John: Okay. Andrew: I believe in him. I don’t believe in you. I believe that for you it’s the numbers. Here’s why I don’t believe it. I’m looking in your eyes and you’re like, “I’m giving the script. I’m good, I’m doing the script.” I see it in your eyes, but when I was talking to you earlier, no offense. This is why he does what he does. When I was talking to you earlier, you told me about the numbers, the conversion, how we get you in the sales funnel, how we actually can then modify…That’s the exciting part. Don’t be insulted by the fact that I said it. Know that we have marketers here, they’re going to love you for being open about it. What’s going on here? What’s going on, keeping you in this space? John: Okay, from my perspective. Okay so, initially it was self liquidation on the front, which is what I was telling you. It was the fact that we were bootstrapped, we didn’t have money to just like throw out there. We had to make sure we were earning enough money to cover our ads. And Russell had all the trust in the world in me, I don’t know why he did, but he did. And he’s just like, “Spend money, and try to make it self-liquidate.” I’m like, “Okay.” So we just had to spend money and hope that we got enough back to keep spending money. Andrew: And self-liquidate means buy an ad today and make sure that we make money from that ad right away and then software. John: Yeah. Andrew: And then you told, and then software’s going to pay overtime, that’s our legacy, that’s our thing. And you told me software sucks for selling. Why? John: Software sucks, yeah. Andrew: Why? Everyone who’s in info, everyone’s who in education says, “I wish I was a software guy. Software is eating the world, they’re getting all the risk back.” I walked through San Francisco; they think anyone who doesn’t have software in their veins is a sucker. John: I asked the same thing to myself, you know. I was running ads, I’m like why can’t I just run ads straight to the offer? Why do I have go to these info products? I want to get on the soft…. And then I was like, I feel like it’s kind of like marriage. Like it’s a big thing to say like, “You probably already built websites, but come over, drop everything you’re doing and come over here and build websites over here on our thing.” And it’s like, that’s a hard pull. But “Hey, you want to build webinars? Here’s a little thing for $5 to build webinars.” Now you’re in our world, now we can talk to you, now you can trust us, now we can get you over there. Andrew: Got it. Okay, and if that’s what it takes to get people in your world, you’re going to accept it, you’re not going to feel too good for that, you’re just going to do it and grow it and grow it. John: Yeah. Andrew: What’s your ad budget now? See now you’re eyes are lighting up. Now I tapped into it. John: We spend about half a million a month. Andrew: half a million a month! John: Yeah. Don’t tell the accountant. Andrew: Do you guys pay with a credit card? Do you have a lot of miles? John: Yeah, we do. In fact…. Andrew: You do! How many miles? John: In fact, the accountant came into my office the other day and said, “Next time you buy a ticket, use the miles.” Andrew: Are they with Delta, because I think you guys flew me out with Delta. John: Yeah, American Express is where we’re spending all our money. Andrew: Wow. And you’re a partner too? John: Yeah. Andrew: Wow, congratulations. John: Thank you. Andrew: I don’t know you well enough to ask you if you’re a millionaire, I’m just going to say congratulations. Give him a big round. John: Thank you. Andrew: Wow, you know what, I actually was going to ask the videographers to come up here. I wrote their names down, I got the whole thing and I realized I shouldn’t interrupt them, because they’re shooting video. But I asked them, why are you, they had this career where they were flying all over the world shooting videos for their YouTube channel. I’m sorry, I forgot their name, and I don’t want to leave them out. Russell: Dan and Blake. Andrew: They were shooting YouTube videos, they were doing videos for other people. I said, “Why are you now giving it up and just working for Clickfunnels all the time? More importantly, why are you so excited about it?” And they said, “You know, it’s the way that we work with Russell.” And I said, do you remember the first time that you invited them out to shoot something? What was it? Russell: It was the very first Funnel Hacking Live we ever had, and probably 2 weeks prior to that, one of our friends had an event and Dan had captured the footage, and he showed me the videos. “Did you check out my Ven Video?” I’m like, “Oh my gosh, that was amazing.” And I said “Who did it?” and he told me. So I emailed Dan and I was like, “Hey, can you come do that for Funnel Hacking Live?” And he’s like, “What’s Funnel Hacking Live?” So I kind of told him, and he’s like, “Sure.” And it was like 2 weeks later and he’s like, “What’s the direction?” and I was like, “I don’t know, just bring the magic man. Whatever you did there, do that here.” And that’s kind of been his calling card since. He just comes and does stuff. Andrew: Bring the magic. He wants to have those words painted on the Toronto office you guys are starting. Literally, because he says you say that all the time. And the idea is, I want to understand how you hire. The idea is, “I’m going to find people who do good work, and I’m going to let them do it.” What happens if they wouldn’t have done it your way? What happens if it would have gone a different direction? Russell: I see your question, and I’m not perfect. So I’m going to caveat that by, some of the guys on my team know that I’m kind of, especially on the design and funnel stuff, I’m more picky on that, because I’m so into that and I love it. But what I’ve found is when you hire amazing people like Todd for example, doing Clickfunnels. The times I tried to do Clickfunnels prior, build it was like, me and I’m telling developers, “here’s what to do and how to do it.” And like there’s always some loss in communication. With Todd, he’s like, “I know exactly what I would build because I want this product too.” And then he just built it and he showed me stuff. And I’m like, “That’s a good idea.” And he’s like, “I did this too.” And I’m like, “That’s a good idea.” And it’s so much easier that way. So when you find the right people, it’s not you giving them ideas, it’s them coming to you with the ideas. And you’re like, “that is a good idea. Go do it.” And it just makes, takes all the pressure off your back. So for us, and it’s been fun because I look at, man, the last 15 years of all those different websites and the ups and the downs, the best people have always stuck. So we’ve got 15 years of getting the cream of the crop. It’s kind of like, I’m a super hero nerd, but it’s like the Avengers, at the end of, when Clickfunnels came about we had this Avenger team of people. And we’re like, now we’ve put in our dues, now it’s time to use all of our super powers to do this thing, and it all kind of came together. Andrew: Build it and build it up. And then as you were building it up, you then went to Sales Force. You guys invited me, you said, “Hey Andrew, we’re in San Francisco, you’re home town. Do you want to come out?” I said, “I’m going to be with the family.” And you said, “Good. Being with the family is better than hanging out with us.” But I still said, “What are you guys doing in San Francisco at Sales Force?” Because sales people don’t need landing pages, yet you guys will probably find a way for them to need it. Then I saw this, this is the last video that I’ve got. There’s no audio on it. I want you guys to look at their faces as they’re looking up at these buildings, walking through the Sales Force office. Look, they’re getting on the motorcycles in the lobby. They’re looking all around like, “Oh gee.” Counting the buildings that are Sales Force labeled. Look at that! What are they doing? Not believing that this is even possible. And then just stopping and going, this is dream force. This is your dream. What did you get out of going to sales Force’s event and seeing their office? Russell: Honestly, prior to Sales Force, I was kind of going through a weird funk in my business, because it was like, again there was the goals. So it was like, okay, we’re going to do a million bucks, and then we did that. And then it’s like, let’s make 10 million a year. And then 50, and then this year we’ll hit a hundred. And like, what’s the next goal?  A billion, because a hundred million, 2 hundred million is not that big of a difference. And it was just kind of like, what’s the point, what’s the purpose? We’ve grown as big as any company that I know. And then last year, Dave and Ryan had gone out there and they were telling me stories like, “There’s 170,000 businesses here.” And they were telling me all these things, and it sounded cool, but I didn’t, and they were going crazy. You have to see this so you can believe it. But there’s something about the energy about seeing something that makes it real. So this year I was like, I want to go and I want to see Benioff speak. I want to see the thing, the towers, I want to just understand it, because if I understand it, cool. Now we can reverse engineer and figure out how we can do it. So for me it was just like seeing it. I think in anything, any, as entrepreneurs too, if you’re people believe that you can do it, you’ll do it. If you believe you can lose weight, you’ll lose 3eight. If you believe you can grow a company, and I don’t feel like I believed that the next level was possible for us until I saw it. And then I was like, oh my gosh, this is not ridiculous. Benioff’s not, none of these guys are any smarter than any of us. It’s just like, they figured out the path. It was like, okay let’s look at the path. And then let’s look at it and now we can figure out our path. Andrew: And seeing it in person did that for you? Russell: Oh yeah. It makes it tangible, it makes it like, it’s like your physiology feels it, versus reading a book about it or hearing about it. It’s like you see it and you experience it, and it’s like it’s tangible. Andrew: I told you, I asked people before they came in here, “What are you looking for?” and a few of them frustrated me because they said, “I just wanted to see Russell. I just want to see the event.” I go, “Give me something I could ask a question about.” But I think they were looking for the same thing that you got out of there. And I know they got it. I’m going to ask them to come up here and ask some questions, and I want to know about the future of Clickfunnels, but first I’ve got to just acknowledge that, that we are here to just kind of pick up on that energy. That energy that got you to pick yourself back up when anyone else would have said, “I’m a failure of a husband, I can’t do this.” Go back. The tension that came from failing and almost going to jail as you said, from failing and succeeding, and failing again. And still, that is inspiring to see. I want to give the whole Clickfunnels family a big round of applause, please everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

Enjoy part two of this classic episode series where Andrew Warner from Mixergy interviews Russell on the ClickFunnels startup story! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- Alright everybody, this is Russell Brunson. Welcome back to the Marketing Secrets podcast. I hope yesterday you enjoyed part one of the Clickfunnels start up story interview at the Dry Bar Comedy Club with Andrew. I love the way he interviews. I hope you’re enjoying it as well. So we are going to dive right into part 2 of 4 from this interview. And again, if you’re liking these interviews please, please, please take a snapshot on your phone, post it on Facebook, Instagram or wherever you do your posting and tag me in it and use hashtag marketing secrets so I can see that you’re talking about it. I’d appreciate it. With that said, we’re going to queue up the theme song, when we come back we’ll start in on part 2 of the interview of the Clickfunnels start up story. Andrew: You know what, I’ve talked to a few of your people because they’re so good, that Dave could really be a leader on his own, start his own company, he’s got his own online reputation, the whole thing. I keep asking him, “Why do you work for Russell? What is it that lets you be second to Russell who’s getting all the attention?” And I’ve got some answers and would you mind coming up here and in a second I’m going to ask you. No, come back here and I’ll just bring you up in a second. Actually, you know what, it looks like you can come pretty fast. I thought that it would be a little bit more, I thought it would be more of a thing to get mics on people. And I realized if Collette can do it…. Okay honestly, dig down deep. Why did you want to stick with him? Brent: Through all that stuff? Andrew: Yeah. Brent: I don’t know. My heart was just racing. As he started telling that story, it just makes me sick to my stomach. As you scroll down and look at all those businesses of, for years, every 30 days it was a new business launch, it was crazy. Always why I stuck with him is, you know, Collette mentioned that spirit. He’s absolutely different than anybody else I’ve ever met in my entire life, a friend…. Andrew: Of what? Give me an example. Let’s be more specific. Back then, not today, he’s got this track record, adoring fans, I asked him to do an interview, everyone wants him on his podcast. Back then when it wasn’t going so well. Give me an example that let you know this is a guy who’s going to figure it out eventually, and I could possibly go down, watch him go to jail, but I believe that it’s going to go up. Brent: Well, at the time when things are crashing, I saw him as the income stopped. And he had started a program that he loves, obviously wrestling, and he brought an Olympic wrestling coach to Boise and he brought all these amazing wrestlers to Boise and he wanted them to be able to train and get to the Olympics, he wanted to help them get there and live their dream. And you know, he was supplementing, at the time the business was paying for these guys to do a little bit of work for us, they weren’t doing very much for us. But I saw him out of his own pocket, be paying for these guys. And I knew how hard he wanted to support them. And there was a day when my wife and I, we were struggling because I just, I was concerned about him financially because he was supplementing and trying to keep this business afloat, and we talked about things and I came into the office one day and I asked if I could talk to him and sat down, and kind of spoke in language that I normally don’t speak in, I might have dropped a bomb or two. It was, I was so concerned I pretty much told him, I can’t keep doing this, I can’t keep watching you every month pulling the money that you saved for your family to try keep jobs for other people. I said, I’ll leave if that helps you. And the fact that he stuck with people, that was the true character of who he is. Andrew: He kept paying your salary, kept sticking with you, and also constantly launching things. Brent: Absolutely. Andrew: That you’ve never seen anyone implement like him. Brent: You know some people call it faith or belief. He has this inherit belief that he can truly change people’s lives. Andrew: That’s it, even when he wasn’t fully in control of his own. Alright thanks. Thanks for, give him a big round of applause, thanks for being up here. I feel like this is the thing that helped get you out of trouble and potentially, and getting out of potential jail. What is this business that you created? Russell: So we, during the time of that and this there was time, probably a year and a half-two years that we were trying all sorts of stuff. And again, marginal success on a lot of them, nothing like….and this was the one, we actually, this is before….I’ve done a lot of webinars and speaking from seminars and stuff like that, but this is right when auto webinars were coming out and Mike Filsaime had just done an auto webinar and a couple of people, and I felt like that was going to be the future thing. So we’re like, what do we do the webinar on? We didn’t know. And we flew out to Ryan Deiss and Perry Belcher’s office for two days and picked their brains, went to Rich Schefren’s office for a day. And then on the flight home, I’m just like sick to my stomach. I couldn’t figure out what’s the thing that we could serve people the most right now. And on the flight home I was like, all the internet marketing stuff we do works for internet marketers, but we’re way better at like local business. Like if a chiropractor implements like two things it works. Or if a dentist does it. But I was like, I don’t want to be the guy going to dentists, but we could be the backbone for that. What if we created an opportunity where people could come in, we train them, and we connect them with the right tools and resources, and then they could go and sell to chiropractors and dentists. And that’s what the idea was. We turned it into an offer called Dotcom Secrets Local, it was a thousand dollar offer at the time. Did the auto webinar for it, and it launched and within 90 days it had done over a million dollars, which covered payroll taxes and then got us out of debt to the point now we could stop and dream again, and believe again and try to figure out what we really wanted to do. Andrew: Dotcom Secrets Local to a million dollars within 90 days. And how did you find the people who were going to sign up for this. A lot of us will have landing pages like this, we’ll have these funnels. How did you get people in this funnel? Russell: And this was pre-Facebook too, so it wasn’t just like go turn Facebook ads on. But you know, one thing that happened over all the years prior to this, I’d met a lot of people and go to a lot of events and get to know everybody. And everyone I met, you know, you meet a lot of people who have lists, they have followings, they have different things like that. I just got to know them really, really well. And in the past I’d promote a lot of their products, they’d promote my products. So we had this one and we did it first to my list, and it did really well. So I then I then called them and I’m like, “Okay, I did this webinar to my list, these are the numbers, it did awesome. Do you want to do it to your list as well?” and they’re like, “Oh sure. Sounds like a great offer.” We did that list and it did good for them too. And we told the next person and then, if you have a webinar, it’s kind of like the speaking circuit, if you’re good at speaking then people will put you all over the place. Same thing, if you have a webinar that converts, then it’s easy to get a lot of people to do it. So as soon as that one worked and it converted well, then people lined up and we kept doing it, doing it, and doing it, and it was really quick to get to that spot pretty quick. Andrew: I went on Facebook recently and I saw webinar slides from Russell Brunson, I went to the landing page, Clickfunnels page and I signed up and I’ll talk about it maybe later, but I bought it and I know other people did. And I’ve seen other people say, “Russell’s webinar technique is the thing that just works.” I’m wondering how did you figure it out? How did you come across this and how did you build it and make it work? Russell: Yeah, so rewind back probably ten years prior to this, when I was first learning this whole business. I went to my very first internet marketing seminar ever, it was Armand Morin’s Big Seminar. Did you ever go to Big Seminar? Anyway, I went to it and I had no idea what to expect. I thought it was going to be like, I showed up with my laptop and I was going to like, I thought we were a bunch of geeks going to do computer stuff. And the first person got onstage and started speaking and at the end of it he sold like a two thousand dollar thing. And I’d never seen this before. I saw people jumping up and running to the back of the room to buy it. And I’m like this little 23 year old kid and I was counting the people in the back of the room, doing the math, you know doing the math and I’m like, that guy made 60 thousand dollars in an hour. And the next guy gets up and does his presentation and I watch this for three days and I was like, I’m super shy and introverted, but that skill is worth learning. If someone can walk on a stage and make 100,000 dollars in an hour, I need to learn how to do that. So I started that. And it was really bad for the first probably 8 or 9 months. I tried to do it. I’d go to places and I just, I couldn’t figure it out. And then I started asking the people who were good because you go there and all the speakers kind of talk and hang out, and I’d watch the ones that always had the people in the back of the room. And I’d ask them questions, I’m like, ‘What did I do wrong? I feel like I’m teaching the best stuff possible.’ And they’re like, ‘That’s the problem, it’s not about teaching, it’s about stories, telling stories and breaking beliefs.” So for about the next two years I was about once a month flying somewhere to speak, and then when I would go I would meet all the speakers and find out what they were doing and I’d watch them and I’d take notes on the different things they were saying and how they were saying it. And then I kept taking my presentation and tweaking it, and tweaking it, and tweaking it. And you know, now 12 years later, I’ve done so many webinars, it kind of worked. The process works now. Andrew: You are a really good story teller and I’ve seen you do that. I’ve seen you do it, and I know you’re going to do it even more. What I’m curious about is the belief system that you were saying, breaking people’s…what was it that you said? Russell: False beliefs. Andrew: Breaking people’s false beliefs. How do you understand what, like as you look at this audience, do you understand what some of our false beliefs are? Russell: If I knew what I was selling I could figure out for sure. Andrew: If you knew what you were selling. Alright we’re selling this belief that entrepreneurship does work. And I know we’re all going to go through a period like some of the ones that you had where things just aren’t’ working, other people aren’t believing in us, almost failure, what is at that point, the belief system that we have to work on? What do you recognize in people here? Russell: So usually there’s three core beliefs that people have. The first is about the opportunity itself right. So like with entrepreneurship, the first belief that people have is could I actually be an entrepreneur? And some people who actually believe that, they’re like, I’m in. And that’s an easy one. But for those who don’t there’s a reason and usually it’s like, they saw a parent that tried to do it. And the parent tried to be an entrepreneur and wasn’t able to and they saw that failure. Or they’d tried it in the past and they failed or whatever it is. So it’s showing them that even if you tried in the past and showed different ways, let me tell you a story. And for me, I could show 800 different failures. But eventually you get better and you get better until eventually you have the thing that actually works. So I tell a story to kind of show that, to make them believe that, oh my gosh maybe I just need to try a couple more times. And then the second level of beliefs is like beliefs about themselves like, I’m sure it works for you, Russell or Andrew but not for me because I’m different. It’s helping them figure out their false beliefs, and if you can break that, then the third one is like, then they always want to blame somebody else. “I could lose lots of weight but my wife buys lots of cupcakes and candy. So I could do it, but because of that I can’t.” So then it’s like figuring out how you break the beliefs of the external people that are going to keep them. Andrew: And how would you know what that is? How would you know who the external influencers are, that your potential customers are worried about? Russell: I think for most of us it’s because the thing that we’re selling is something that, one of our, Nick Barely said “Our mess becomes our message.” For most of us, what we’re selling is the thing we struggled with before. So I think back about me as 12 year old Russell, watching Don Lepre, like what would have kept me back? And I would have been like, I can’t afford classified ads. Like if you showed me how I can, if you could tell me a story of, oh my gosh I could afford classified ads. Now that belief’s gone and now I’m going to go give you money. It’s just kind of remembering back to the state that you were in when you were trying to figure this stuff out as well. Andrew: Who was who I met when we were coming in here that said that they were part of Russell’s mastermind and I asked how much did you pay and he said, “I’m not telling you.” I can’t see who that person was. But I know you got a mastermind, people coming in. I’m wondering how much of it comes from that? working with people directly, seeing them in the group share openly, and then saying, ah, this is what my potential customers are feeling? Russell: 100% At this point especially. People always ask me, “Where do you go, Russell, to learn stuff?” and it’s my mastermind, because I bring, all the people come in and they’re all in different industries and you see that. You see the road blocks that hold people back, but then they also share the stuff that they’re doing and it’s like, that’s 100% now where I get most of my intell. Because people ask me, “Why, you’re a software company, why in the world do you have a mastermind group?” And it’s because the reason why our software is good is because we have the mastermind group, where they’re all crowd sourcing, they’re doing all this stuff and bringing back to us, and then we’re able to make shifts and pivots based on that. Andrew: Somehow we just lost Apple, but that’s okay. It’s back, good. There we go. This is the next thing, Rippln. Russell: I forgot I put that one in there. Andrew: I went back and I watched the YouTube video explaining it. It’s a cartoon. I thought it was a professional voice over artist, no it’s you. You’re really comfortable getting on stage and talking. But basically in that video that you guys can see in the top left of your screen, it’s Russell, through this voice over and cartoon explaining, “Look, you guys were around in the early days of Facebook, you told your friends, here’s how many friends you would have had, for the sake of numbers, let’s say you told 7 people and let’s say they told 7 people, and that’s how things spread. And the same thing happened with Pinterest and all these other sites. Don’t you ever wish that instead of making them rich by telling stuff, you made yourself rich? Well here’s how Rippln comes in.” and then you created it. And Rippln was what? Russell: So Rippln was actually one of my friend’s ideas, and he is a network marketing guy so he’s like, “We’re building a network marketing program.” And I’d like dabbled in network marketing, never been involved with it. And he came and was like, “Hey, be part of this.” And I was like, “No.” and then he sold us on the whole pitch of the idea, network marketers are really good at selling you on vision, and I was like, “Okay, that sounds awesome.” And then my role was to write the pitch. So I wrote the pitch, did the voice over, did the video, and then we launched it and we had in six weeks, it was like 1.5 million people signed up for Rippln, and I thought it was like, “This is the thing, I’m done.” My down line was like half of the company. And I was like, when this thing goes live, it’s going to be amazing. And then the tech side of it, what we’re promising people in this video that the main developer ended up dying and he had all the code. So they had to restart building it in the middle of this thing. And it was like thing after thing and by the time it finally got done, everyone had lost interest. It was like 8 months later, and I think the biggest check I got was like $47 for the whole thing. And I was just like, I spent like 6 months of my life. It was like a penny a day. It was horrible. Andrew: I’m just wondering whether I should ask this or not. Russell: Go for it. Andrew: So I stopped asking about religion, but I get the sense that you believe that there’s a spiritual element here that keeps you from seeing, my down line is growing, the whole thing is working. Is any of this, does it feel divinely inspired to you? Be honest. Russell: Business or…? Andrew: Business, life, success, things working out, so much so that when you’re at your lowest, you feel like there’s some divine guidance, some divine hand that says, “Russell, it’s going to work out. Russell, I don’t know if I got you, but I know you got this. Go do it.” I feel that from you and I… Russell: I 100% believe that. Andrew: You do? Russell: Every bit of it. I believe that God gives us talents and gifts and abilities and then watches what we do with it. And if we do good then he increases our capacity to do more. And if we do good with it, increases our capacity… Andrew: if you earn it? If you do good, if you use what God gives you, then you get more. So you think that that is your duty to do that and if you don’t do more, if you don’t pick yourself up after Rippln, you’ve let down God. Do you believe that? Is that it? Or that you haven’t lived up to… Russell: Yeah, I don’t think I feel that I’ve let down God, but I definitely feel like I haven’t lived up to my potential, you know. But also I feel like a lot of stuff, as I was putting together that document, all the pages, it’s interesting because each one of them, looking in hindsight, each built upon the next thing and the next thing. And there’s twice we tried to build Clickfunnels and each one was like the next level, and each one was a stepping stone. Like Rippln, if I wouldn’t have done Rippln, that was my very first viral video we ever created. I learned how to pitch things and when we did the Clickfunnels initial sales video, because I had done this one, I knew how to do this one. So for me, it’s less of like I let down God, as much as like, it’s just like the piece, what are you going to do with this? Are you going to do something with it? It doesn’t mean it’s going to be successful, but it means, if you do well with this, then we’re going to increase your capacity for the next step, and the next thing. But we definitely, especially in times at the office, we talk about this a lot. We definitely feel that what we do is a spiritual mission. Andrew: You do? Russell: 100% yeah. I don’t think that it’s just like, we’re lucky. I think the way that the people have come, the partnerships, how it was created is super inspired. Andrew: You know what, a lot of us are selling things that are software, PDF guide, this, that, it’s really hard to find the bigger mission in it. You’re finding the bigger mission in Funnels. What is that bigger mission? Really, how do you connect with it? Because you’re right, if you can find that bigger meaning then the work becomes more meaningful and you’re working with become, it’s more exciting to work with them, more meaningful to do it. How did you find it in funnels? What is the meaning? Russell: So for us, and I’m thinking about members in my inner circle, so right now as of today I think we had 68,000 members in Clickfunnels, which is the big number we all brag about. But for me, that’s 68,000 entrepreneurs, each one has a gift. So I think about, one member I’ll mention his name’s Chris Wark, he runs chrisbeatcancer.com and Chris was someone who came down with cancer and was given a death sentence, and instead of going through chemo therapy he decided, ‘I’m going to see if I can heal myself.” And he did. Cleared himself of cancer. And then instead of just being like, ‘cool, I’m going to go back into work.’ He was like, ‘Man I need to help other people.’ So he started a blog and started doing some things, and now he’s got this thing where he’s helped thousands and thousands of people to naturally cure themselves of cancer. And that’s one of our 68,000 people. Andrew: See, you’re focusing on him where I think a lot of us would focus on, here’s one person who’s just a smarmy marketer, and here’s who’s creating….but you don’t. That’s not who you are. Look, I see it in your eyes and you’re shaking your head. That’s not it at all, it’s not even a put on. Russell: It’s funny because for me it’s like, I understand because I get it all the time from people all the time, “Oh he’s this slimy marketer.” The first time people meet me, all the time, the first time their introduced, that’s a lot of times the first impression. And they get closer and they feel the heart and it’s just like, “oh my gosh, I had you wrong.” I get that all the time from people. Andrew: Brian, sorry Ryan and Brad, are either of them here? Would one of you come up here? Yeah, come on up. Because they felt that way, right? Russell: I don’t know about them. I know who you’re thinking about. Audience member: I think it’s Theron. {Crosstalk} Andrew: No, no stay up here, as long as you’re here. Theron come on up. Audience member: If it wasn’t me, then I’m going to sit back in the seats. Andrew: Are you nervous? Audience member: A little bit. Is there another Ryan and Brad? Russell: Different story, another story. Do you want to come up? Theron had no idea we were bringing him onstage. Andrew: Come on over here. Let’s stand in the center so we can get you on camera. Does this help? Russell: Do you want me to introduce Theron real quick? Andrew: Yeah, please. Russell: So Theron is one of the Harmon Brothers, they’re the ones who did the viral video for us. Andrew: I heard that you felt that he was a scam. What was the situation and how did you honestly feel? Theron: I don’t know that it…well… Russell: Be honest. Theron: I know, I don’t think that I felt that Clickfunnels itself was a scam, Russell: Just Russell. Theron: But that it just felt like so many of the ways that the funnels were built and the types of language they were using, it felt like it was that side of the internet. So I became very, well basically we were kind of in a desperate situation, where we had a video that had not performed and not worked out the way we wanted it to work out. Andrew: The video that you created for Russell? Theron: No, another client. Andrew: Another client, okay. Theron: And so our CEO had used Clickfunnels product to help drive, I think it was attendance to a big video event. And so he had some familiarity with the product, so he goes to Russell and at the same time Russell’s like, “I’m a big fan of you guys.” So he’s coming to us and these things are happening. Yeah, it was almost the same day. So we’re thinking like this and we’re like, “Well, they seem to really know how to drive traffic, to really know how to drive conversion. And we feellike we know how to drive conversion as well, but for some reason we missed it on this one.” So we’re like, “Well, let’s do a deal.” Andrew: What do you mean missed it? Okay, go ahead, go through to the end. Theron: We were failing our client. We were failing on our client. We weren’t giving them and ROI. So we said, let’s do a deal with Russell and we’ll have our internal team compete with his team, and we’re humble enough to say we’re failing our client. We want our client to succeed, let’s bring in their team and see if they can make a funnel that can bring down the cost for acquisition, bring up the return on investment for our client, and they were able to do it.  And then we said, what we’ll do is we’ll write a script, we’ll take you through our script writing process, but we don’t want to do the video because we don’t want to be affiliated with you. Russell: The contract said, “You can’t tell anyone ever that the Harmon Brothers wrote the script for you.” Andrew: Wow, because you didn’t want to be associated with something that you thought was a little too scammy for… Theron: Yeah, we just didn’t want our brand kind of brought down to their brand, which is super arrogant and really wrong headed. And in any case, so we go into this script writing training, and I wasn’t following his podcast, I wasn’t listening to enough. I mean, read Dotcom Secrets, those kinds of things are like, well, there’s some really valuable stuff there, this is really interesting. A nd then as we got to know each other and really start to connect, like you said, heart to heart. And to feel what he’s really about, and the types of team, the people that he surrounds himself with, I was like, wow, these are really, really good people. And they have a mission here that they feel, just like we feel that about our own group. And in any case, by the end of that 2 day retreat we’re like, all off in private saying, “First of all we like what we’ve written and second of all, we’d really like to work with these guys and I think we’re plenty happy being connected to them and associated with them.” So it’s been a ride and a blessing ever since. Russell: We’re about to start video number two with them. Andrew: You what? Russell: We’re about to start video number two with them right now. Theron: Anyway, we love them. Andrew: Alright, give him a big round, yeah. Thanks. This was pivotal for you guys. Lead Pages, there’s an article about how Lead Pages raised $5 million, and you saw that and you thought… Russell: Well, what happened was Todd, so Todd’s the cofounder of Clickfunnels, and he was working with us at the time and he would fly to Boise about once a quarter and we’d work on the next project, the new idea. And that morning he woke up and he saw that, and then he forwarded me the article. And he’s Atlanta, so it’s east coast, so I’m still in bed. And he’s got a 4 hour flight to Boise and he’s just getting angry, because Todd is, Todd’s like a genius. He literally, when he landed in Boise and he saw me and he’s like, “We can build Lead Pages tonight. I will clone, I will beat it. We’re going to launch this, this week while we’re here.” He’s that good of a developer. He, I’ve never seen someone code as fast and as good as him. He’s amazing. So he comes in, he’s mad because he’s like, “This is the stupidest site in the world. We could literally clone this. Let’s just do it.” And I’m like, “Yes, let’s clone it.” And we’re all excited and then he’s like, “Do you want me to add any other features while I’m doing it.” And I’m like, ‘Oh, yes. We should do this, and we should do this.” And then the scope creep from the marketer comes, and we ended up spending an entire week in front of a whiteboard mapping out all my dreams, “If we could do this and this and what kind of shopping cart, and we could do upsells, and what if we could actually move things on the page instead of just having it sit there. And what if…” and Todd’s just taking notes and everything. And then he’s like, “Okay, I think I could do this.” And he told me though, “If I do this, I don’t want to do this as an employee. I want to do this as a partner.” And at first I was like, ugh, because I didn’t want to do the partnership thing. And then the best decision I’ve ever made in my life, outside of marrying my wife was saying yes to Todd. Said, “Let’s do it.” And then he flew home and built Clickfunnels. Andrew: Wow. And this is after trying software so much. I have screenshots of all the different, it’s not even worth going into it, of all the different products you created, there was one about, it was digital repo, right? Russell: That was a good idea. Andrew: Digital Repo, man. What was…. Russell: So I used to sell ebooks and stuff, and people would steal it and email it to their friends and I’d get angry. Andrew: Can I read this? How to protect every type of lowlife and other form of human scum from cheating you from the profits you should be making by hijacking, stealing, and illegally prostituting….your online digital products. Russell: Theron, why did you think we were…..Just kidding. So no, it was this really cool product where you take an ebook and it would protect it, and if somebody gave it to their friend, you could push a button and it would take back access. It was like the coolest thing in the world, we thought. Andrew: And there was software that was going to attach your ad to any other software that was out there. There was software that was going to, what are some of the other ones? It’s going to hit me later on. But we’re talking about a dozen different pieces of software, a dozen different attempts at software. What’s one? I thought somebody remembered one of them. They’re just the kind of stuff you’d never think of. There was one that was kind of like Clickfunnels, an early version of Clickfunnels for landing pages. Why did you want to get into software when you were teaching, creating membership sites? What was software, what was drawing you to it? Russell: I think honestly, when I first learned this internet marketing game, the first mentor I had, the first person I saw was a guy name Armand Morin and Armand had all these little software products. Ecover generator, sales letter generator, everything generator, so that’s what I kept seeing. I was like, I need to create software because he made software. In fact, I even shifted my major from, I can’t remember what it was before, to computer information systems, because I was like, I’m going to learn how to code, because I couldn’t afford programmers. And then that’s just kind of what I’d seen. And then I was trying to think of ideas for software. And every time I would get stuck, instead of trying to find something to do, I’d be like let me just, let me just hire a guy to go build that, and then I can sell it somebody else as well. So that’s kind of how it started. Andrew: And it was a lot of different tools, a lot of different attempts, and then this one was the one that you went with. I think this is an early version of the home page, basically saying, “Coming soon, sign up.” The first one didn’t work out. And then you saw someone else on a forum who had a version that was better. What was his name? This is I think Dylan Jones. Russell: Oh you’re talking about the editor, yes. Okay, so the story was, Todd built the first version of Clickfunnels and Dylan who became one of our cofounders, I’d been working with Dylan as a designer for about 6 years prior. And he his hands, and we talked about this earlier, he is the best designer I’ve ever seen in my life, he is amazing. He would, but he’s also, this is the pros and cons of Dylan. He, I’ve talked about this onstage at Funnel Hacking Live, so I have no problem saying this. He would agree. But I would give him a project, and I couldn’t hear, he wouldn’t respond back to me, and I wouldn’t hear from him for 2 or 3 months, and then one day in the middle of the night he messaged me, “Hey, rent’s due tomorrow. Do you have any projects for me?” and I’d be so mad at him, and I look back at every project we’d done in the last 3 or 4 months that other designers had done, and I’d just resend him all the lists, just boom, give him 12 sites and I’d go to bed. I’d wake up 5 or 6 hours later and all of them were done, perfectly, amazing, some of the best designs ever, and then he’d send me a bill for whatever, and then I’d send him money and he’d disappear again for like 5 months. And I could never get a hold of him. I’d be like, “I need you to tweak something.” And he was just gone. And that was my pattern for 6 years with him. And then fast forward to when Todd and I were building Clickfunnels, we were at Traffic Conversion and we were up in the hotel room at like 3 in the morning trying to, we were on dribble.com trying to find a UI designer to help us, and we couldn’t get a hold of all these people, and all the sudden on Skype Dylan popped in, I saw his thing pop up. I was like, “Todd, Dylan just showed up.” And he’s like, “Do you think he needs some money?” I’m like, “I guarantee he needs money.” So I’m like, “Hey man!” And Dylan messaged back. He’s like, “Hey.” I’m like, “Do you need some money?” and he’s like, “Yeah, you got any projects?” I’m like, “Yes, I do.” I’m like, “We built this cool thing, it’s called Clickfunnels, but the UI is horrible and the editor is horrible and there’s any way we could hire you for a week to fly to Boise and just do all the UI for every single page of the app?” and he kind of said no at first because, “I’m developing my own website builder. I might have spent 6 years on it, so I can’t do it.” Andrew: It was this, he had something that was essentially Clickfunnels, right? Russell: No, no. It was just pages though, so it’d just do pages, there was no funnels. Andrew: Right, closer to Lead Pages. Russell: Lead Pages, but amazing. You could move things around. But he did tell me that, “I’m working on something.” So eventually we got him to come, flew to Boise, spent a week, did all of our UI, and then we went and launched our beta to my list. So we launched the beta, got some signups, and then a week before the launch, launch was supposed to happen, all the affiliates were lined up, everything was supposed to happen. He sends me, I don’t know if he sent you the video, but he sends me this little video that’s like a 30 second video of him demoing the editor he’d built. And I probably watched that video, I don’t know, at least a hundred times. And I was just sick to my stomach because I was like, “I hate Clickfunnels right now. I can’t move things on my pages, I can’t do anything.” I was just, and I sent it to Todd and then I didn’t hear from him for like an hour, and he messaged me back and he’s like, “I’m pissed.” I’m like, “Me too.” And I’m like, “What do we do?” and I was like, “We have to have his editor or I don’t even want to sell this thing.” And I called Dylan and I’m like, “Would you be willing to sell?” and he’s like, “No, I’m selling it and we’re going to sell it for $100.” It was like $100 this one time for this editor that designed all the websites. I was like, “Dude, it is worth so much more than that. Please?” and we spent all night going back and forth negotiating. And finally, we came to like, “I will give you this editor if I can be a cofounder and be a partner.” And Todd and I sat there, brainstorming and figured out if we could do it and finally said yes. And then him and Dylan and Todd flew back to Boise and for the next week just sat in a room with a whole bunch of caffeine and figured out how to smush Dylan’s editor into Clickfunnels to get the editor to be the editor that you guys know today. Learn more about your ad choices. Visit megaphone.fm/adchoices

Enjoy part one of this classic episode series where Andrew Warner from Mixergy interviews Russell on the ClickFunnels startup story! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- Good morning everybody, this is Russell Brunson. I want to welcome you back to the Marketing Secrets podcast. And you guys are in for a very special treat over the next four episodes. So let me give you some context on what’s going to happen, and why you should be so excited. Alright so, my favorite podcast, other than mine of course, that all of you guys should be subscribed to is called Mixergy. Andrew Warner is the guy who runs Mixergy podcast and I love that podcast because of Andrew. He is my favorite interviewer. If you look at how a lot of people do interview podcasts, they ask questions and I don’t know, I’ve suffered from this in the past as well. I’m not a good interviewer, at least not now. I’d like to learn how to do that skill, but I’m not a great interviewer. And most people who do podcasts with interviews aren’t like great interviewers, but Andrew is like the best interviewer I’ve ever seen. The way he asks questions, how deep he goes and the research he does before the interviews, and all sorts of stuff. Anyway, I love his style, love how he does it so what’s cool, I’ve actually been on the show twice in the past. And the first time, I don’t even, sorry, the second time, he totally caught me off guard. I remember he asked me some questions and I didn’t really know and I responded and he told me after, he told me live on the interview that he doesn’t edit his interviews. He was like, “Well, that was the worst answer you’ve ever given.” I was like, “Oh, thanks.” Anyway, it just totally caught me off guard, but it was cool the way that he just like kind of holds your feet to the fire. So a little while ago I thought, I want to tell the Clickfunnels startup story. But I didn’t want me to just to tell it, I wanted someone who would tell it from a different angle, who would ask the questions that I think people would want to know and do it in a really cool way. So I called Andrew and I’m like, “Hey, I’ve been wanting to do this thing, and I want to do an event around it. Would you be interested.” And he was like, luckily he said yes. So it’s funny, Andrew’s famous, I think I might have talked about this in the interview too, but he’s famous for these scotch nights he does, and as a Mormon I don’t drink so I can’t go to his scotch nights. So when we planned this interview, we planned it in Provo, Utah at this place called the Dry Bar Comedy Club. So a dry bar is a bar with no alcohol. So it was kind of a funny thing. We brought those two things, my world and his world together in this one spot to a dry bar, and told the Clickfunnels startup story. And it was cool, ahead of time he did so much research. He interviewed people who love me, people who hated me, he interviewed our old business partners who are no longer part of the business. He did everything and then he came and I told him, “Everything’s, you can ask me any question you want. Nothing, no holds barred, feel free to do whatever you want.” So we did the interview and it was about two hours long, and I loved it. I think it turned out amazing. And I hope you guys like it too. So I’ll tell you some of the details about the Clickfunnels startup story. How we built what we did, what happened, the ups, the downs, the negatives, the positives. He brings a couple of people up onstage to tell their parts of the story. Anyway, I really hope you enjoy it. So what we’re going to do, I’m going to have each episode over the next four episodes be about thirty minutes long so you can listen to them in pieces. I hope iyou enjoy them, I hope you love them. And if you do, please, please, please take a screen shot of your phone when you’re listening to it, and go post it on Instagram or Facebook and tag me. And then do hashtag marketing secrets and hopefully that will get more people to listen to the podcast. And then please, if you haven’t yet, go rate and review, which would be amazing. So with that said, I’m going to queue up the theme song and when we come back we will start immediately into part one of four of the Dry Bar Comedy Club Interview. Keith Yacky: Clickfunnels has changed a lot of our lives. We all have an origin story. Mine was something similar to, I set up my website on GoDaddy and things were going great. And then Dave Woodward was like, “Dude, you need Clickfunnels.” I’m like, “I don’t need a Clickfunnel. I don’t even know what a Clickfunnel is.” And he’s like, “No, seriously man. This is going to totally change your business.” I’m like, “Bro, I have GoDaddy. They have a commercial on the Super Bowl, Clickfunnels doesn’t. But when they do, I’ll do it.” Well, boy was I wrong. I changed over and it absolutely changed our business and changed our lives. So thank you for that, Dave. But here’s the thing, in every industry there’s somebody that comes along that really disrupts the industry, that really changes it, and that really does something amazing for that industry. And as we all, why we’re here, we know that person is Russell Brunson. And he has changed a lot of our lives. So before I bring him up here, they have asked me to ask you to make sure you don’t do any live recording of this next interview, because the gloves are coming off and they want to be able to present it to the world. You can do little Instagram clips if you’d like, like 15 second ones and tag them. My understanding is the best hashtag and the best clip, gets a date with Drew. I don’t know, that’s just what they told me. So blame them. But with that, again, no videoing, and let us just absolutely take the roof off this place as we bring up our beloved Russell Brunson. Give it up guys. Russell: Alright, well thanks for coming you guys. This is so cool. I’m excited to be here. So a couple of real quick things before we get started. For all of you guys who know, who came to be part of this, we had you all donate a little bit of money towards Operation Underground Railroad, and I’m really excited because Melanie told me right before I got here the total of how much money we raised from this little event for them. So I think the final number was a little over $13,000 was raised for Operation Underground Railroad. So thank you guys for your continued support with them. Just to put that in perspective, that’s enough money to save about 5 children from sex slavery. So it’s a big deal and a life changing thing, so it’s pretty special. So I’m grateful for you guys donating money to come here. And hopefully you’ve had a good time so far. Has it been fun? I really want to tuck my shirt in now, I’m feeling kind of awkward. No it’s been awesome. Okay so what we’re going to do now, I want to introduce the person who’s going to be doing the interview tonight. And it’s somebody I’m really excited to have here. In fact, I met him for the first time like an hour ago, in person. But I want to tell kind of the reason why I wanted him to do this, and why we’re all here. And I’m grateful he said yes, and was willing to come out here and kind of do this. So Andrew runs a podcast called Mixergy. How many of you guys in here are Mixergy listeners? Mixergy is my favorite podcast, I love it. He’s interviewed thousands of people about their startup stories and about how they started their businesses. And it’s really cool because he brings in entrepreneurs and he tells, gets them to tell their stories. But what’s unique about what Andrew does that’s fascinating, the way he interviews people is completely different, it’s unique. I listen to a lot of podcasts and I don’t like a lot of interview shows because a lot of them are just kind of high level. Everyone you listen to with Andrew, he gets really, really deep. The other fun thing is he doesn’t edit his interviews. So there was one interview, I’ll tease him about this right now. But I was listening to it on my headphones, and him and the guest got in kind of an argument and a fight and then it just ended and they aired it. I was like, “I can’t believe you aired that, it was amazing.” And then I was on his podcast a little while later, and he asked me some questions that I couldn’t quite understand perfectly, so I was trying to respond the best I could and kind of fumbled through it. And instead of letting me off the hook, his response was, “Man Russell, that was probably the worst answer I’ve ever heard you give in any interview ever.” And I was like, “Oh my gosh.” So I’m excited for tonight because I told it was like no holds barred and he could ask me anything he wants about the ups of Clickfunnels, the downs of Clickfunnels and anything else, and it’s going to be a lot of fun. So I’m excited to have him here. So with that said, let’s put our hands together for Mr. Andrew Warner. Andrew Warner: I think my mic is right over here. Thank you everyone, thanks Russell for having me here. Most people will contact me after I interview them and say, “Could you please not air the interview?” And you actually had me back here to do it in person. And you were so nice, you even got us this room here. Check this out, they set us up, they’re so nice at Clickfunnels. They said, “Andrew, you’re staying here, we’re going to put you and your family up the night before in a room.” My wife was so good, look that’s her journaling. My kids were playing around, sleeping in the same, sleeping together, enjoying themselves. And then I went to call somebody who was basically let go from Clickfunnels. And my wife goes, “Andrew, why do you have to do that? That’s not why they invited you here.” And I said, “I do know Russell. I know the team. They actually did invite me to really help get to the story of how Clickfunnels started, how it built up.” And the reason I was up calling people, understanding the story is because I want to make it meaningful for you. I’ve talked to a lot of you as you were coming in here, you want to know how they got here, what worked for Clickfunnels, what would work for us. So that’s my goal here, to spend the time understanding by interviewing you about how you did it. So I want to go way back to a guy a few of you might recognize, and I know you would, and ask you what drew you to this guy when you were younger? Russell: Don Lepre Clip: “One tiny classified ad in the newspaper that makes just 30-40 dollars profit in a week, it could make you a fortune, because the secret is learning how to take that one tiny classified that just made 30-40 dollars profit in a week, and to realize that you could now take that same exact ad and place it in up to 3,000 other newspapers around the country….” Russell: I’m having nostalgia right now. So this is the story of that, I was 12, 13 years old, something like that, and I was watching the news with my dad. And usually he’s like, “Go to bed Russell.” And he didn’t that night and then the news got over and I think he thought I was asleep and Mash came on. So Mash started playing and then it got over, and then this infomercial showed up. And I’m laying there on the couch watching Don Lepre talk about tiny classified ads, I was totally freaking out and I jumped up and begged my dad to buy it and he said no. And I was like, “Are you kidding? Did you not listen to what he said?” Did you guys just hear that? That was a good pitch huh? It’s really good. I love a good pitch. It is so good. So I went and asked my dad if I could earn the money. So I went and mowed lawns and earned the money and ordered the kit and I still have the original books to this day. Andrew: Were you disappointed? I bought it too. It was the dream of being able to do it. Russell: That’s why I like you so much, that’s amazing. Andrew: And it’s just, all he sent you was a bunch of paper guides with how to buy ads, right. Were you disappointed when you got that? Russell: No, I was excited. I think for me because the vision was cast, it was like, he said right there word for word, you make 40 dollars a newspaper, and if you’re disappointed, but he put that same ad in 3,000 newspapers, imagine that. So I had the vision of that, I think the only thing I was disappointed in, I didn’t have any money to actually buy an ad. And that was more like, I can’t actually do it now. Andrew: You are a champion wrestler and then you got here. Is your wife here? Russell: My beautiful wife right here, Collette. Andrew: Hey Collette. And your dad had a conversation with you about money, what did he say? Russell: So up to that point my dad had supported me, and I figured he would the rest of my life, I think. I don’t know. So I was 21 almost 22 at this time, I was wrestling so I couldn’t get a job because I was wrestling all the time. Then I met Collette, fell in love with her and then I called my parents and I was like, “Hey, I’m going to marry her. I’m going propose to her and everything.” Expecting them to be like, “Sweet, that’ll be awesome.” And my mom was all excited, I’m not going to lie. But then my dad was like, “Just so you know if you get married, you have to be a man now. You have to support yourself.” And I was like, “I don’t know how to do that, I’m wrestling.” And he’s like, “Well, I’m not going to keep paying for you to do it.” I’m like, “But I literally got the ring. I have, I can’t not propose now.” So that was kind of the thing. So it was interesting because about that time there was another infomercial, there’s the pattern, about I can’t remember exactly the name of the company, but they were doing an event at the local Holiday inn that was like, “Hey, you’re going to build websites and make money.” And it was like the night or two days after I told my dad this and he was like, “you’re in trouble.” And all the sudden I saw that, so I was like, there’s the answer. So I’m at the holiday in two days later, sitting in the room, hearing the pitch, signing up for stuff I shouldn’t have bought. There’s the pattern. Andrew: Did you feel like a loser getting married at 22 and still counting on your dad for money? Did you feel like you were marrying a loser? Russell: Actually, this is a sad story because she actually, my roommate at the time, she actually asked him, “Do you think he’s going to be able to support me in the future?” and he was like, “Yeah, I think so.” I’m like, I didn’t know this until later. I don’t think I felt like a loser, but I definitely was nervous, like oh my gosh. Because my whole identity at that point in my life was I was a wrestler and if that was to disappear…I couldn’t have that disappear. So I was like, I have to figure out something. There’s gotta be some way to do both. Andrew: To both what? To be a wrestler and make money from some infomercial? Russell: I didn’t know that was going to be the path, but yeah. Andrew: But you knew you were going to do something. What did you think that was going to be? Russell: I wasn’t sure. When I went to the event, they were selling these time share books and you could buy resale rights to them, so I was like, oh. And I remember back, because I remembered the Don Lepre stuff, so I was like, maybe I could buy classified ads and sell these things. And then I was at the event and they were talking about websites, and that was the first thing I’d heard about websites. And they’re talking about Google and the beginnings of this whole internet thing. So I was like, I can do that. It made all logical sense to me, I just didn’t know how to do it. I just knew that that was going to be the only path because if I had to get a job I wouldn’t be able to wrestle. So I was like, I have to figure out something that’s not going to be a 40 hour thing because I’m spending that time wrestling and going to school. So I had to figure out the best of how to do both. Andrew: And you obviously found it. My goal today is to go through this process of finding it. But let me skip ahead a little bit. What is this website? Russell: Oh man, alright. This is actually, the back story behind this is there was a guy named Vince James who wrote a book called the Twelve Month Millionaire. And if anybody’s got that book, it’s fat like a phone book. It’s a huge book. I read and I was like, this book’s amazing. And at the time I was an affiliate marketer, so I had a little bit, maybe a thousand people on my list. So I called up Vince and I was like, “Hey, can I interview you about the book and then I’ll use that as a tool to sell more copies of your book?” and he was like, “Sure.” So he jumped on the phone with me on a Saturday and he spent 3 hours letting me interview with any questions I had. And I got to the end of it and I still had a ton of questions and he’s like, “Well come back next week and do it again.” So I interviewed him for 6 hours about it. And then we used that to sell some copies of his book and then it just sat there, probably for 2 or 3 years as I was trying different ideas, different businesses and things like that. But every time I would talk to people I would tell them about this interview. I’m like, “I interviewed this guy who made a hundred million dollars through direct mail.” And everyone wanted to hear the interview, everybody asked me for it. So one day I was like, “Let’s just make that the product.” And we put it up here and this was the very first funnel we had that did over a million dollars, my first Two Comma Club funnel. Andrew: A million dollars. Do you remember what that felt like? Russell: It was amazing because it was funny back then. There were people, a few people who were making a lot of money online that I was watching and just idolizing everything they’d do. I was trying to model what they were doing. And I’d had little wins, you know $10,000 here, $15,000 here, but this was by far the first one that just hit. Everyone was so excited. Andrew: How’d you celebrate? Russell: I don’t even remember how we celebrated. Andrew: You married a winner after all. I mean really. Do you remember what you guys did to celebrate? No. Russell: I don’t even remember. (audience responding, inaudible) It was in my list. That’s a good question. Andrew: It’ll come up, that list is going to come up in a second too. You ended up creating Clickfunnels. How much revenue are you guys doing now, 2018? Russell: 2018 we’ll pass over a hundred million dollars, this year. Andrew:  A hundred million dollars, wowee. How far have you come? Russell: Like when did we start? Andrew: Today revenue, as of today, October 2018? Russell: Oh this year? Oh from the beginning of time until now? Andrew: No, no I mean I want to know, you’re going to do a hundred million dollars, are you at 10 and you’re hoping to get…. Russell: These guys know better than me, do you know exactly where we’re at right now? 83 million for the year. Andrew: 83! I love that Dave knows that right, so I want to know how you got to that. I went through your site, pages and pages that look like this. It’s like long form sales letters. I asked my assistant to take pictures, she said, “This is, I can’t do it, it’s too many.” Look at this guys. I asked him to help me figure out what he did. He created this list, this is not the full list, look at this. Every blue line is him finding an old archive of a page he created. It goes on and on like this. How long did it take you to put that together? Russell: It was probably 5 or 6 hours just to find all the pages. Andrew: 5 or 6 hours you spent to find these images to help me tell the story. Years and years of doing this, a lot of failure, what amazes me is you didn’t feel jaded and let down after Don Lepre sold you that stuff. You didn’t feel jaded and let down and say, ‘This whole make money thing is a failure.’ After, and we’re going to talk about some of your failures, you just kept going with that same smile, the same eagerness. Alright, let’s start with the very first business. What’s this one? This is called… Russell: Sublime Net. How many of you guys remember Sublime Net out there? Andrew: You guys remember this? Anyone remember it. You do? Russell: John does. So actually this is the first business for the first website I bought. I was so proud of it, and I spent, I don’t know, I wanted to sell software so I was like, ‘what could I name my company?” So I figured out Exciting Software. So I went to buy Exciteware.com, but it wasn’t for sale. So I bought Exciteware.net and Collette was working at the time and she came home and I was so excited, I’m like, “We got our first website. We’re going to be rich.”  And I told her the name, I was like, “It’s Exciteware.net.” and she looked at me with this look like, she’s like, “Are you selling underwear, what is the…lingerie?” I’m like, “No, it’s software.” And she’s like, “You can’t, I’m not going to tell my mom that you bought that. You gotta think of another name.” I’m like, “Crap.” So that was the next best name I came up with was Sublime Net. Like the band Sublime. That was it. Andrew: And I was going to ask you what it was, but it was lots of different things. Every screenshot on there is a whole other business under the same name. What are the businesses? Do you remember? Russell: There was website hosting, there was affiliates sites, there were, I can’t even remember now, trying to remember. Everything I could think of, resell rights…. Andrew: Lots of different things. How did you do, how well did you do? Russell: Never anything, very little. I remember the first thing I ever sold was an affiliate product, I made $20 on it through my Paypal account, because I remember that night, I do remember I celebrated. We went out to dinner and I had a Paypal credit card, and we bought dinner with $20 and then the guy refunded the next day. It was so sad. But I was proud that I had made money. Andrew: How did you support yourself while this was not working? Russell: I didn’t. My beautiful wife did, she had 2 jobs at the time to support me while I was wrestling and doing these things. She was the one who made it possible to gamble and risk and try crazy things. Andrew: Can I put you on the spot and ask you to just come over here and just tell me about this period and what you felt at the time? Is that, I know you don’t love being onstage, Russell is good with it, but I know you don’t love it. If you don’t mind, I’m just going to go with one more story and then I’ll come back to you. You cool with it? Good, she seems a little nervous. Actually, wait. Let’s see if we can get her right now. Oh you are, okay. Russell: Everyone, this is Collette, my beautiful wife. Andrew: Do you want to use his mic? Collette: Sure. Russell: She’s so mad at me right now. Collette: I wanted to come to this, who knew? Andrew: You are like his, he’s so proud that he had no venture funding. But you are like his first investor. Russell: That is true. Collette: Yes, I’ll be his first investor. Andrew: Can you hold the mic a little closer. How did you know he wasn’t a loser? No job, he’s wrestling, he’s buying infomercial stuff that doesn’t go anywhere. We know he did well, so we’re not insulting him now, but what did you see in him back then that let you say, ‘I’m going to work extra hard and pay for what he’s not doing?’ Collette: What did I see in him? It was actually his energy, his spirit, because I’m not going to lie, it was kind of not love at first site, we had, we were geeko’s, do you know what I mean? Shopped at the Goodwill, in baggy pants and tshirts, I don’t know. But it was the person who just was always positive and we had the same goals. Andrew: That’s the thing I noticed too, the positivity. When these businesses fail, we’re showing the few on the screen, it’s easy to look back and go, ‘ha ha, I did this and it was interesting.’ But at the time, what was the bounce back like when things didn’t work out? When the world basically said, you know what as sales people, when they don’t buy your stuff it’s like they don’t buy you. When the world basically said, ‘we don’t like you. We don’t like what you’ve created.’ What was the bounce back like? Hard? Collette: No, because I come from a hard working family. So I work hard. So you just work hard to make it work. Andrew: And he’s just an eternal optimistic, and you’re an eternal optimist too, like genuinely, really? Collette: Yeah, I guess. It works. Andrew: His dad said, ‘No more money. You had to cut up your credit cards too.’ Collette: Yeah. Andrew: What was, how did you cut up your credit cards. What was that day like? Collette: Hard. Yeah hard. Those that don’t know, I’m a little bit older than Russell. So I’ve always had this little bit of independency to go do and buy and do these things, and then all the sudden I’m like, step back sista! You gotta take care of this young man, so we can get to where we’re at. Anyway, but now… Andrew: Now things are good? Collette: Now things are amazing. Andrew: Alright, give her a big round of applause. Thanks for coming up here. These businesses did okay, and then you started something that I never heard about, but look at this. I’m going to zoom in on a section of the Google doc you sent me. This is the call center. The call center got to how many employees? 100? Russell: We had about 60 full time sales people, 20 full time coaches, and about 20 people doing the marketing and sales, so about 100 people in the whole company, yeah. Andrew: 100 people doing what kind of call center, what kind of work? Russell: So what we would do, we would sell free CDs and things like that online, free CDs, free books, free whatever, and then when someone would buy it we’d call them on the phone, and then we’d offer them high end coaching. Andrew: And this was you getting customers, how? Russell: Man, back then it was pre-facebook. So a lot of it was Google, it was email lists, it was anything we could figure out to drive traffic, all sorts of weird stuff. Andrew: And then people come in, get a free CD, sign up for coaching, and then you had to hire people and teach them how to coach? How did you do that. Russell: Yeah, that was the hard thing. When we first started doing it, I was just doing the coaching. People would come in and we had a little, Brent and some of you guys remember the little offices we had, and we’d bring people in and we were so proud of our little office. And they’d come in and we’d teach them for 2 or 3 days, teach an event for them, and then as it got bigger it was harder and harder for me to do that. So eventually, and a lot of people didn’t want to come to Boise. I love Boise, but it’s really hard to get to. So people would sign up for coaching, and then they’d never show up to Boise and then a year later they’d want their money back. So we’re like, we have to get something where they’re getting fulfilled whether they showed up to Boise or now. So we started doing phone coaching, and at first it was me, and then it was me and a couple other people, and then we started training more coaches, and that’s kind of how it started. It was one of those things though, at  first it was just like 5 or 6 of us in a room doing it, and it worked and so then the next logical thing is, we should go from 5 people to 10 to 20 and next thing you know, we wake up with 100 people. I’m like, what are we doing? We’re little kids, it scares me that I’m in charge of all these people’s livelihood, but that’s kind of where it was at and it got kind of scary for me. Andrew: Sometimes I wonder if I’m hiding behind interviewing because I’m afraid to stand up and say, ‘here’s what I want. Here’s what I think we need to do. Here’s how the world should be.’ So I’m amazed that even back then, after having a few businesses that didn’t really work out, you were comfortable enough to say, ‘Come to my office, I’m going to teach you. I’ve got it figured out.’ When you hadn’t.  How did you get yourself comfortable, and what made you feel comfortable about being able to say, ‘I could teach these people. Come to my office.’ Who call up, who then become my coaches, who then have to teach other people? Russell: I think for me it was like, when I first started learning the online stuff and entrepreneurship, I think most people feel this, it’s so exciting you want to tell everybody about it. So I’m telling my friends and my family and nobody cares at first. And you’re like, I have to share this gift I’ve figured out, it’s amazing. And nobody cares. And then the first time somebody cares, and you just dump on them, you want to show it to them. So I hadn’t made tons of money, but I had a lot of these little websites that had done, $30 grand, $50 grand, $100 grand. So for me it was like, if I can show these people, I know what that did for me, it gave me the spark to want to do the next one and the next one. So for me it was like I want to share this because I feel like I figured it out. So that was the thing coming in. We weren’t teaching people how to build a hundred million dollar company, but we’re like, “Hey, you can quit your job. You can make 2 or 3 thousand dollars a month, you can quit your job, and this is how I did it. This is the process.” So that’s what we were showing people. Just the foundation of how we did it, and we showed other people, because they cared and it was exciting to share it with other people. Andrew: Is Whitney here? There she is. I met her as she was coming in. I wanted to get to know why people were coming to watch this, what they wanted to hear from you. And Whitney was asking about the difficult period, the why. I’m wondering the same thing that she and I were talking about, which is why put yourself through this? You could have gotten a job, you could have done okay, why put yourself through the risk of hiring people, the eventual as we’ll see, closing of the company, what was your motivation? What was the goal? Why did you want to do it? Russell: I think it shifts throughout time. I think most entrepreneurs when they first get started, it’s because of money. They’re like, ‘I want to make money.’ And then you get that and then really quick, that doesn’t last very long. And then it’s like, then for me it was like, I want to share that with other people. And then when other people get it, there’s something about that aha moment where you’re like, oh my gosh they got it. They got what I was saying. And that for me was like the next level, the next high. It was just like, ah, I love that. And back then we had some success stories coming through, but now days, it’s like the bigger success stories come through and that’s what drives it on. That is the fascinating part. That’s why we keep, because most software company owners don’t keep creating books, and courses and inter….but when people have the aha, oh my gosh, that’s the best for me. Andrew: That’s the thing, you get the high of the thing that you wanted when you were growing up, that you wanted someone to show it to you, and if you could then genuinely give it them, not like Don Lepre. But Don Lepre plus actual results, that’s what fires you up. Russell: That does fire me up. That’s amazing. Andrew: What happened? Why did that close down? Russell: Oh man, a lot of things. A lot of bad mistakes, a lot of first time growing a company stuff that I didn’t, again, we just woke up one day it felt like, and we were in this huge office, huge overhead, and about that time, it was 99, 2000 something like that, and there was the merchant account that me and most of the people doing internet marketing at the time, we all used the same merchant account, and they got hit by Visa and Mastercard, so they freaked out and shut down. I think it ended up being 4 or 5 merchant accounts overnight, and we had 9 different merchant accounts with that company, and all of them got shut down instantly. I remember because everything was fine, we were going through the day and it was like 1:00 in the afternoon on a Friday. They came in like, “None of the, the cards won’t process.” And I’m like, couldn’t figure out why they weren’t processing. We tried to call the company and no one’s answering at the company. Finally we get someone on the phone and they’re like, “Yep, you got shut down along with all the other scammers.” And then she hung up on me. And I was like, I don’t know what to do right now. I’ve got 100+ people and payroll is not small, and we didn’t have a ton of cash in the bank, it was more of a cash flow business. And Collette actually just left town that night, and she was gone. I remember Avatar just came out, and everyone was going to the movie Avatar that night, and I remember sitting there during the longest movie of all time, and I don’t remember anything other than the sick feeling in my stomach. I was texting everyone I know, trying to see if anyone knew what to do. And everyone was like, “We got shut down too.” “We got shut down.” Everyone got shut down. And we couldn’t figure out anything. So we came back the next day and I called everyone up, and actually kind of a funny side story, I had just met Tony Robbins a little prior, earlier to this. So that night I was laying in bed, it was like 4 in the morning, and my phone rings and I look at it and it was Tony Robbins’ assistant. And I pick it up and he’s like, “Hey, is there any way you can be in Vegas in three hours? There’s a plane from Boise to Vegas and Tony wants you to speak at this event. It’s starting in three hours. You need to be on stage in three hours.” I’m sitting here like, my whole world just collapsed, I’m laying in bed sick to my stomach and I’m like, “I don’t think I can. I have to figure this thing out.” And then he tells Tony, and they call me back. “Tony says if your business is…if you can’t make it, don’t show up. You’re fine.” So I didn’t go and then the next morning I woke up and there was a message on my phone that I’d missed. I passed out and I woke up and it was a message from Tony. And he was like, “Hey man, I know that you care about your customers, you care about things. I don’t know the whole situation, but worst case scenario, if you need help let me know, and we can absorb you into Robbins research or whatever and you can be one of my companies, and that way if you want, we can protect you.” And I heard that and I was like, “Okay, that’s the worst case scenario, I get to work with Tony Robbins? That’s the worst case scenario.” So then I called up everyone on my team and I was like, “Okay guys, we gotta try to figure out how to save this.” And Brent and John and everyone, we came back to my house and I was like, “Okay, what ideas do we got?” And we just sat there for the next 5 or 6 hours trying to figure stuff out. And then we went to work, and I wish I could say that everything turned around, but it was the next probably 2 or 3 years of us firing 30 people, firing 20 people, closing things down, moving down offices. Just shrinking for a long, long time, until the peak of it, it was about a year after that moment, and we were in an event in Vegas trying to figure out how to save stuff, and I got an email from my dad who was helping with the books at the time, and he said, “Hey, I got really bad news for you. I looked through the books and it turns out your assistant who is supposed to be doing payroll taxes, hadn’t paid payroll in over a year. You owe the IRS $170,000 and if you don’t pay this, you’re probably going to go to jail.” And I was like, every penny I’d earned to that point was gone. Everything was done and we’d lost everything and I was just like, I don’t know how to fight this battle, but if I don’t fight it I go to jail apparently. And I remember that’s a really crappy feeling. Brent, some of you guys are reliving this with me right now, I know. I remember going back that night, laying in bed and I was just like, “I wish I had a boss that could fire me, because I don’t know what to do, how to do it.” And that was kind of, that was definitely the lowest spot for me. Andrew: And you stuck with him? Wow, yeah. Learn more about your ad choices. Visit megaphone.fm/adchoices

Let me take you behind the scenes of what we’re doing to sell out Funnel Hacking Live once again. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- What's up everybody. This is Russell Brunson. Welcome back the Marketing Secrets Podcast. Today, I want to tell you guys a secret about how to fill live events. All right everybody, as you guys know, we are coming down to the final stretch of Funnel Hacking Live. I think we're less than 60 days. Dang, two months. Less than two months away. Whew. It makes me nervous just saying that, from Funnel Hacking Live happening, which is exciting. It's been almost 18 months since the last Funnel Hacking Live. I hope you're excited. I think most of you guys are going to be there, which is exciting. If you aren't going to be there, literally, do you hate money? Do you hate growth? Do you hate relationships with amazing people? Do you hate hearing me talk? Those are the only logical explanations that I can think of. I say that with making sure that you need to be there. If you don't have your tickets yet, go to funnelhackinglive.com. The show is on. Right now we're in the final stretch. Tickets are almost sold out, and we sell out every year, but this year we're selling out earlier, because the venue's smaller. We only have 3,500 seats versus last year, we had 5,000 people in the event. We pre-sold more tickets the last Funnel Hacking Live than ever before either. Anyway, we're almost sold out. If you don't have a ticket yet, now is the time to go. The other interesting thing is, this is the first and hopefully the only year we're doing a virtual as well, just because a lot of countries, people actually can't get to here, which is frustrating. Other than that, I've always been anti virtual, but we had to, this time around. If you aren't able to come, you're locked out of the country, or whatever, or you're nervous about people, which is understandable as well, there's a virtual option this year, but that one is also almost sold out. If you're getting tickets, now's the time, but anyway, I digress, as we're getting towards the final stretch. We're like, "Okay. Well, I just want to get done selling tickets," because selling tickets is a grind. If anyone who has ever done a live event or a virtual event, it's a lot of work to continually sell tickets. Right? That's the place that we're in now. I was like, "I just want to get it done with. How do we just sell the last batch?" Like, "Let's get it over with." It's funny, because every year we try to reinvent the wheel. Like, "How did we sell these last year? What campaigns work the best?" We went back through, and we looked at ticket sales. We saw there was a week or two, where we sold hundreds of tickets a day, right? We're like, "What did we do during that week?" We went back and found the emails. It was funny, because of course, here's me reinventing the wheel. Hopefully in a year from now, someone can remind me, "Russell, don't forget, this is what we did last year," but I'm sharing this with you guys, because the thing that we'd done in the past that sold more tickets than anything else, outside of at the last year live event, we sell tickets to next year's, that sells the best. Number two, when we do the kickoff Webinar this year, that sold a ton of them this year for us, which we'd never done that in the past, so kickoff Webinar. Then the third biggest thing to sell tickets has always been taking things away, right? Taking away a bonus or increasing the price, things like that, and usually throughout the promotional campaign, we always are doing little things like that. Right? We're increasing the price. We're taking away a bonus. We're doing this. Last year, we had this great idea, which I forgot about until just recently. We had each speaker jump on a Facebook Live with me, just for a quick 10, 15 minutes. I jump on, I talk about who they are, what they're talking about. We do that tease, like "This is what we're going to talk about." It's really exciting to get people pumped about being there, talk about that speaker's experience at FHL. It's just a really fun thing. Then at the end of it, I said, "Hey, for those who were coming to FHL, do you want to give them a bonus to make sure they show up?" Each speaker then gives a bonus. It's crazy. Some speakers are like, "Here's my three-day live event. Here's my $2,000 course. Here's my..." People are giving crazy stuff. Right? Each speaker gives away a bonus. Today, depending when you're listening to this, I've probably done five or six at this point, but I did the first one today. It was with Peng Joon. Peng Joon giveaway is literally a $3,000 event, a three-day live event, the virtual recordings of it, in a member's area and everything, which is crazy for everyone who got their ticket from Funnel Hacking Live. What we do is, we start doing the speaker offer stack. Today Peng Joon gave his bonus. We send emails with a list. Say, "Hey. Go watch Peng Joon's Facebook Live. By the way, he gave everyone this bonus, if you guys get your tickets this weekend." Right? Then next week I think I have three or four Facebook Lives. Each one with two speakers, jumping on, and we're doing this thing. Then each of those speakers, I'm asking them the same thing. Like, "Hey, what bonus do you have?" Then, they'll give us a bonus, and they'll give us a bonus. These bonuses will keep stacking, keep stacking, keep stacking. Then each email goes out like, "Hey, don't forget. Here's Russell's bonus. Here's Peng Joon's. Here's so, and so's. Here's so, and so's, and here's three new bonuses added today." It keeps getting bigger and bigger, and offer stack gets bigger and bigger. What happens during this week or two weeks of these interviews, the sales come in slow, and they get bigger and they get bigger, because the offer keeps getting more and more insane, til eventually, it's like, "I would literally be insane to not get my tickets." Like, "Do I, even if I don't show up to the event?" Like, "I still need to get the thing, because this bonus has gotten so good." It gets bigger, and bigger, and bigger. We do that as we go through all the speakers, and at the very end, now that the offer stack is insane, if you show up to Funnel Hacking Live, you're getting all the speakers, these amazing products. You get to know the speakers ahead of time, plus you get to come to the event, plus all the other bonuses, and all the other things. Then after we built that up, then we take all those bonuses away. We do a three-day cart close, where it's like, "Hey, you can still get tickets, but you'll miss out on this." Like, "Here's the offer stack of all the things," and we pull that away. That pull away, those three days is when we were selling 200 or 300 tickets a day, every single day. It's crazy. We don't have that many tickets to sell this year. I don't know how far we'll get into it, but again, I found the campaign. I was like, "Oh my gosh, of course." We've restructured it, and we're doing it again right now, but for any of you guys who were trying to sell tickets, this is a powerful way to do it. Then what else is cool is that today, Peng Joon, he Instagrammed his audience. Like, "Hey. Check out this Facebook Live I was on." Now he's selling tickets for us as well. Right? Then, yeah. It's just really interesting, because all of this. You're getting the speakers to promote it. You're promoting it. You're increasing the offer, and you're able to pull the offer away. It's just a powerful, unique strategy we're using to sell a ton of tickets. Anyway, I hope that helps. I've tried a lot of things to sell tickets, and like I said, looking at this, is the thing that's worked the best. Make sure you're watching us, if you're not, go make sure you follow me on Facebook. That's where these are all streaming too. Actually, I think it streams to Facebook, LinkedIn, a whole bunch of other places as well, but go and watch that. You'll see the campaign. You'll see what we're doing. You watch, as the offer gets more and more insane. Then when we pull the offer away, that's when the huge ticket sales come through. Anyway, I love this game. I hope you guys can see that. I hope you can feel it. It's so much fun, and I love sharing with you guys behind the scenes, what we're doing. Hopefully you guys can model it for your events. It worked for virtual events, worked for live events, worked for all sorts of things. That said, thanks, you guys for listening. Appreciate you all, and we will talk to you all again soon. Definitely the next podcast episode, but hopefully more importantly, at Funnel Hacking Live. If you don't have your tickets yet, now is the time. You don't want to miss it. The only logical reason to not go is, if you hate money or you hate me. If you hate me, you probably shouldn't be listening to this podcast anyway. If you hate money, you probably aren't listening to this podcast. That means you. Yes, if you're listening right now, you need to go. Pull over the side of the car, pause this thing, open up a new browser window, go to funnelhackinglive.com, and get your tickets. If you're not sure if you want tickets, go watch the video at the top of funnelhackinglive.com, then go get your tickets. It's that good. All right, guys. Appreciate you all. Thanks for listening, and I hope you guys have an amazing day. Talk soon. Learn more about your ad choices. Visit megaphone.fm/adchoices

A little behind the scenes on the thought process of what we did and why. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- What's up everybody. This is Russell Brunson. Welcome back to the marketing secrets podcast. So today I'm excited because we officially just purchased our first company, which is crazy. And so I will talk to you about that today, what I learned and some things that might help you along your journey as well. All right. So I can't tell you all the details yet because we're still... I don't know, we'll officially announce it to the world, what it is, why and all that kind of stuff later. But we finished signing all the paperwork today, which is crazy because two days ago I had to sign 96 signatures and there was like another like 20, and then there was a couple more. So it's like over a hundred and something signatures I had to sign to officially get this company. And it's exciting. It's our first ever acquisition. Now I bought a lot of things in the past. Right. I bought traffic secrets. We bought mastermind.com, I bought bootstrap, salesfunnels.com. Like we bought really expensive domains, but not like full, active acting businesses. Right? This is the first time where it's a business that we purchased that has huge cashflows and all sorts of crazy stuff. And I wanted to share with you guys just because hopefully it gives you guys just a different way to look at business. It's definitely given me a different way to look at business, which is one of the reasons why we did this. And a lot of you guys know my philosophies and principles on business, right? That's what we talk about all the time, that's what my books are about. This is what my podcast is about and there're different ways to grow a business, one way is that the more traditional where you get an idea, you get a bunch of investors, you raise money and then you go and you create something cool. I hate that way, as you know. So we are the bootstrapped way, which is like create something amazing and then create fronted offers that self liquidate to bring customers in. And that's the bootstrap model we've been doing that, I love. But there're other ways to grow a business as well. And this one I wanted to talk about, because this has been something really, really interesting to us, and I'm not going to share all the stats, the numbers and all that kind of stuff. Partially because I don't know if I'm legally allowed to partially because I don't know the numbers I wasn't involved with all of the day-to-day because I'm no longer the CEO, Dave did all the work. I've just had to sign a million times. So I wanted to give you like some structural concepts to think through that were really, really cool for me. So part of my understanding of this dates back to about a decade ago, I was actually at a mastermind meeting in Mexico and sitting next to this dude and he is different kind of business person than me, right? Like I'm like startup guy, start a business, grow it, scale it, launch it all that kind of stuff where he was like, he told me, he's like, I'm not an entrepreneur, you're an entrepreneur, you start stuff, it's amazing. I'm in mergers and acquisitions. And I think he had bought like 60 or 70 businesses and bought and sold and made a ton of money. And so I was trying to understand them. I'm like, so you never started a business? He's like, no, you guys do that, that's way too hard. He's like, what I do instead, is I find entrepreneurs like you, and he's like, what you have to understand... And I'm probably going to mess up these numbers but this is just illustration purposes. Right? He said if you look at your businesses, right, he's like at a certain level, let's say you're at like $3 million. He's like, you're only going to sell for like a three X multiple. Right. So maybe you'll get 9 million for it. He's like, but at $10 million you'll sell for a five X or 10 X, multiple or whatever it is. Right? I don't know. But like this was what he was explaining to me, okay. He's like, so right now, let’s say your company's making $3 million, like best case you're going to get three X and it's probably closer to three X net. But anyway regardless, he said, so what I do is like I find three or four companies that are each doing $3 million a year. And they're each valued at three X, let's say. He's like, and I buy all four of them or all three of them. Let's say it's four companies at 3 million each bundled together. He said, now because the revenue of this new company is now $12 million. He's like, I can sell that. So I bought it for three X, but I can sell now for six X, for 10 X or whatever it is. It's like, that's all I do. I just find a market. I want to be in, I find three companies that are selling it three X. I buy all three of them. I bundle them together and now they're worth five X or six X or whatever it is. And I flip them and he's like that's my business. He's like, so I have these entrepreneurs like you guys who are geniuses, who will start launch these businesses. And I just come in as the acquisition guy acquire three or four of you bundle you together and then your value goes up because of how much more you're worth. And that was his business. And I was like, oh my gosh, this is crazy. And so it's been interesting over the last 12 months, with click funnels I try to understand, what are our evaluations, how do things work? What are we actually worth? In my head we're worth like 10 billion, but we're probably not in real life. And so it's interesting because... The evaluation game is annoying me because there're tons of ways. Like some companies evaluate off top line, some are just off EBITDA, somewhere are off whatever. But let's just say for example, let's just say click funnels is worth 10 X, our EBITDA. Right? And I don't even know what that is. Let's say it's $50 million. So that means 50 million times 10 would be worth half a billion. Right? And so by us acquiring this company, let's say that company has, I don't know, $20 million EBITDA. Right? I'm messing these numbers in my head, but regardless, let's say we spend, I don't know, 20, 30, 40, $50 million in this company, we buy it. Right? And we plug it in. But then the EBITDA, let's say the EBITDA they had is worth $20 million. Right? We plug that into our thing it increases our EBITDA $20 million times of 10 X valuation is 200 million. So maybe we spend, you know, whatever 40, $50 million buying this thing. But the value instantly adds for our company is a hundred million or 200 million or whatever it is. Right? So instantly just by bundling the two companies together, our value goes up way more than what we actually spend for it. So that's like the first thing that's really, really interesting that I had never considered until we started doing this deal. Right? It's like, oh my gosh, even if like we never make our money back the value of our company dramatically goes up because we're adding all their revenues and their profits to our bottom line, which is like fascinating. And then from there we also get the customer flow and the lead flow and the cash flow and like all the other things that come with building a company or buying a company as well. And it's just, the synergy is really, really interesting. And so anyway, that was again, our first acquisition, and now we're finishing the process. We literally finished it today, which was crazy. It got me excited to start thinking like, okay, what other deals like this are there where we can buy company for X amount dollars. We plug it into our, our beast, our machine and it instantly, whatever X is the value of our company, but then also get lead flow, customer flow, cash flow, all other things as well kind of come in. And it's really interesting and fascinating. So anyway, just a different way to look at business that I wanted to kind of share with you guys because I've already had a lot of people, like, why are you buying a business? Why would you do that? All the things that kind of come with that. And I want to share that because it's just a different perspective I hadn't thought a lot about prior to 10 years ago when I met my merger and acquisition guy. And so I would look at that for you guys' own businesses as well. Like think about is there a business that in your market that you could acquire that you could bundle together. All of a sudden now you get more customers, you get more traffic, but also you're adding to your cashflow, right? Like you buy the company, doubles your cashflow and now it increases the value of your company because now you're in a different bracket of what businesses are selling for and trading for, that number. And then it kind of goes from there. So anyway, it's an interesting game. It's a different game than I'm used to playing. I'm much more comfortable in the whole, like let's build a company and grow it and scale it through paid ads and organically without taking on any VC money. That's the world I understand. And this new one of like mergers and acquisitions is fascinating to me because it's going to get us to our goals way faster. My goal we've talked about a lot. My goal is a billion dollar evaluation. My goal is take over the world, change the world, all these different things. Right? And it's just getting us there faster. Hopefully. I mean, honestly, I'm like 30 minutes into owning this new company and I have no idea. Maybe it'll actually turn out really bad. Maybe things fall apart. I don't know we're going to find out, but I'm hopeful. I'm excited. I think it's going to be a really cool opportunity. And so as we move forward, I will share with you guys in the podcast here, behind the scenes of what we're doing. When I'm able to, I'll talk more about the companies and how they're synergistic and how we're using their lead flow and how we're using their funnels that we're acquiring and how we're using us in the backend and how we're... Just all the other fun things. Honestly, in my head, a lot of it's, not vague. Like I know a vision of where I'm going with things, but we're going to be actually executing on it and I'll be sharing the vision with my team and with everybody over the next little bit. And it's exciting. So anyway, it's a fun time to be alive. So many fun things happening. I hope this episode just gets you thinking a little bit differently. Who could you acquire? And if not acquiring, there's also like licensing, there's three or four deals right now where we're going to existing companies that have really good content or software things. And instead of acquiring them full out, because maybe they don't have the customers or maybe they don't have the lead flow or maybe whatever, there's a million reasons why instead we're just doing licensing deals where we're licensing the technology and plugging it in and then we can start selling it or licensing their intellectual property, licensing things like there's a lot more fun ways to grow businesses than just the traditional stuff. So, anyway, I'm curious if you guys are interested, would you want to know more information about us buying companies, would you like more information about licensing? Like what would be the things that you guys would want me to go deeper on? I'd love to hear it, let me know. The best way to do that is actually take a snapshot of this podcast episode, post it on Instagram or Facebook and tag me in it and then post in the comments. Like what else you'd like to know? Like what would be other things that you'd love to hear more about? So anyway, I hope that helps. I'm going to go bounce and have some lunch and celebrate the acquisition of our new company. I'm so excited. I just wanted to celebrate that with you guys right now and help you understand a little bit reasons why. And like I said, over the next few months, now that you have context I can share more the insights, details, and other cool stuff as well. So that's it, thanks so much, and we'll talk to you all again soon. 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Enjoy this classic episode from the vault. Russell explains that the day you became an entrepreneur is the day you took personal responsibility for a problem that wasn’t your own. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- What’s up everybody, this is Russell. Welcome to a late night episode of Marketing Secrets. Hey everyone, I’m about to head to bed but I listened to a podcast this week from Ryan Moran, from capitalism.com and he’s got the Freedom Fast Lane show podcast, which is pretty awesome. I love it a lot and he goes deep into the ecommerce side and also business investing and other things that I don’t typically focus on, which has been fun for me to kind of listen to him and world. But he said something in one of his presentations, it was a stage event somewhere,  I don’t even know, a few episodes back. And I don’t remember how he said or what he said but it sparked a thought in my mind. So I’m probably going to slaughter how he said it. He said it probably much better than me, but the concept was so cool. What he basically said is the difference between entrepreneurs and the rest of the world, yes we are different folk if you haven’t noticed. But what he said was interesting, he said, entrepreneurs are the people who see a problem and then take responsibility for it. Isn’t that weird?  I think about the world we live in today. The problem is most people don’t responsibility for anything. Even though they do things that are really bad or wrong or whatever, they won’t take responsibility. They want to blame it on their mom, or their brother, or their sister, or whoever. The world is all about blaming someone else for all the issues that it has. What makes us entrepreneurs weird is we see a problem and instead of blaming somebody else, we look at it and say, “I’m going to take responsibility for that problem, I’m going to figure out an answer.” And when I heard that I was just like, oh my gosh, that is so interesting. Because most people don’t do that. Most people don’t see an issue, a problem and then be like, “I’m going to take responsibility for that.” I was thinking about this with Clickfunnels for example. For a decade we tried to build funnels and it was frustrating. And yeah, we could have blamed everybody else, I’m sure we did. Everyone else did that, it’s the tech designers, the developers, programming is hard, all the things. It wasn’t for us until we said, you know what it does suck and I’m going to take responsibility for it, this is my issue now. And then we figure out a way to solve it. And that’s when everything changed. That’s so fascinating. For you, as an entrepreneur, or someone who wants to be an entrepreneur, I think if we all make conscious decision of what we are doing is consciously saying, “That problem right there, I’m taking on myself, I’m taking responsibility for that.” Instead of doing what most of us do, what’s our human nature. “Oh it’s them. Oh it’s her.” I didn’t fix anything because of this, because of this. We just want to pass the blame, pass the buck so often, but that’s what makes us weird.  That’s what makes us different. It makes entrepreneurs, entrepreneurs. We see those problems, we see those issues and we take a personal responsibility for it. I was thinking about this as I was looking at the Inner circle meetings over the last couple of weeks. I could go through all 100 of my entrepreneurs and share this, but just a couple of them off my head. Pamela Weibold for example, she was a doctor and she started seeing all of her friends who were doctors committing suicide. Person after person after person. And she could have sat there and blamed this, blamed that, but instead she stopped and said, “I’m going to take personal responsibility for this issue and I’m going to save doctors lives.” And she’s gone out there and done that. She’s created a platform. She’s one of the most amazing people I’ve ever seen. She’s literally spent every penny she’s ever made to go and save doctors lives. She’s like, “I can live on 20 grand a year, I’m good. Every penny I make goes back into helping save doctors from committing suicide.” Because she took that as her own personal responsibility. That’s not her responsibility, it’s not her fault. Yet, she looked at it and said, this is my responsibility. That day she became an entrepreneur. You think about another one, Annie Grace, who is so cool. She’s someone who her whole life drank socially. It got to a point where she kept drinking and drinking and she couldn’t break away from it. And she started looking around and it wasn’t just her, it was other people and she went on this mission and started saying….and again, drinking is not her responsibility. People struggling and trying to give up alcohol addiction, that’s not her responsibility, she’s got better things to do with her life. But she looked at it and said, “This problem, I’m going to take responsibility for it.” And she’s gone out and changed thousands of people’s lives. Thousands of people she has helped break away from this addiction that’s robbing them of their freedom, their happiness. She took that personal. She didn’t have to, she didn’t need to but she decided to and that day she became an entrepreneur. I could go through person after person after person after person, the day that they looked at this thing, this problem that wasn’t even supposed to be their own, but they saw it. And whatever it was, I don’t know if tuition, if it’s God, if it’s a spark, if it’s your brain. Whatever it is, you see it and there’s that spark saying, “That one’s mine. That is the problem I’m going to fix and I’m going to take personal responsibility. It may not be my fault, but I am the one who’s going to fix this and change it.” And that’s what makes you different as an entrepreneur, and it’s fascinating and exciting. And if you wondered, how do I become an entrepreneur, how do I do that? It’s time to start looking at that and saying, “Instead of pushing responsibility on different places, different things, different people, different whatever, look at a problem and take on that responsibility yourself. And that’s the game plan, that’s how it works. Anyway, I heard that three or four days ago and it’s been ringing through my head over and over. I keep thinking about person after person after person in my inner circle, and entrepreneurs I work with, and inner circle members, and Two Comma Club members, and I look at the people around me who are serving and doing stuff. Every single time I could link back to, that is the problem they took personal responsibility for. They didn’t have to, they didn’t need to, but they did. And that’s the magic. So I hope that helps you guys. I hope that rings through your head and makes you start looking and being more aware of the stuff around you that’s happening and trying to figure out what it is that you’re going to take personal responsibility for. Because when you do that, that’s the day you’ll become an entrepreneur, and that’s the day you will literally change the world. Thanks you guys, so much for everything. Thanks for your support, thanks for your effort. Thanks for your contribution to the world. We love you guys, we appreciate you guys, we enjoy serving you guys. And we’re so grateful that you listen to this podcast. If you like this podcast and learn anything from it, please go to iTunes and subscribe and share it with another entrepreneur who could help. Thanks so much you guys. Talk to you soon. 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On this episode we answer a question from one of our listeners. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- What's up everybody. This is Russell Brunson, welcome back to the Marketing Secrets Podcast. Tonight, I'm going to have a special episode, actually. Someone on Instagram, who I've become friends with recently, been talking back and forth, asked me a really good question about feeling uninspired, and low confidence publishing and wondered what I do to keep myself confident and motivated. And I think the answer may surprise you. So, I wanted to do this as an episode instead of just responding back to him directly, and hopefully it'll help a lot of you guys out as well. All right everyone, so like I said, one of my new friends Alex, he had posted on Instagram or he actually sent me a DM, a question, and I thought it was really good question. I think it's something that I know I personally deal with way more often than I'd like to admit, and I'm sure a lot of you guys do as well. And so I thought I would, instead of just responding to him personally, respond through a podcast and hopefully it'll give you guys some value as well. So this is what he wrote. He said, "Hey man, question for you. If you ever find yourself feeling uninspired, low in confidence to publish every day or put yourself out there, what are some of your go-to activities to create lasting peak state again, where you feel full of fire, belief and vision. I'm in a spot that haven't been in a long time. I'm committed to breaking out of it, and I have faith that I will. I have a feeling that finding the right catalyst to help spark the fire again is the key." Anyway, so I thought it was really good question. And again, I think my answer may be different than him, or even probably most people think. And so to put it in context, I'm going to give you a quick glimpse at my life recently. It's summertime here at the time that I'm recording this, and I've got five amazing kids, three teenagers and two younger kids. And my teenagers have a party every night, something planned with friends and everything. And there's no school. And they're like, "Well there's no school tomorrow." I'm like, "Yeah, but I still have to get up tomorrow at six. I still have things to do. I still have all this stuff." My poor wife and I, usually during school time we put them to bed at nine and we've got two hours by ourselves before we pass out. Where now they're getting home from friend's houses around 11, and then we're trying to put them to bed. And then it's midnight, and then one, and then one thirty and then we're so tired. And right now is a really busy season, we are like 60 days away from Funnel Hacking Live. P.S. if you don’t have your tickets yet go to funnelhackinglive.com. And I find myself now every morning, literally waking up and I am feeling, I think exactly what Alex is feeling. I wake up and I'm tired, I'm uninspired, I have low confidence. I don't want to publish. I don't want to talk. I don't want to get a bed. I don't want to work out. It's tough. Today, I set my alarm for six and I snoozed it for an hour and a half. I kept pushing it over and over and over again. And I actually, this morning as I was going to the office. I was like, "Why am I struggling so much?" And I start thinking back, and I think in my mind, I think in most of our minds, we assume that we're always like, there are seasons and times when we're on fire and full belief and vision, all these kind of things. But when I started like really looking back, I started thinking about different parts of my life, especially some of my favorite parts of my life. And if I really remembered, I try to... I think most of the times our memories remember the good things and we fade out the bad, right? It's like, when you have a baby. Five minutes after my wife gave birth, if I was like, "Let's have another baby," she would probably strangle me. But then, a day goes by, then a week and then a month. And within three or four months, you forget the pain. All you remember is this cute little baby and you're like, "Oh, we should have kids again. It was so much fun." And then all of a sudden you're pregnant. You're like, "What was I thinking? Why didn't somebody tell me about this?" I think it's the same thing in life. Like if I honestly think back, I think back about wrestling. That was my first passion, my first love. I remember winning the state title. I remember these big things that are amazing, but if I'm really honest, I try to remember the practices. I remember cutting weight. I remember not eating for four or five days in a row, every single week for my entire high school career. And cutting weight, and not having energy, and being tired in class and like cutting weight. Those who've cut weight know what I'm talking about, but I was doing that. And I don't think that there was a time when I was really... It didn't feel good, I didn't enjoy it. It was hard. It was miserable. But then the thing at the end happened, and it was amazing. And because I had this desire, and this belief and this hope in the thing at the end, that's why I kept doing it. Cause I was like, "Ah, someday I want to win a state title. Someday I want to be an All-American, someday." And I had these things, so I put myself through these things. And then afterwards I hit the goals. You don't hit the goals and you remember the positives, and you remember these things and you kind of fade out the negative. But the reality is that a lot of times going through the stuff, like the day by, day by day, you don't come into it super inspired, and tons of energy, and high confidence and all those things that we think we are, or we're looking for, we're thinking it's going to happen. At least not that I remember, as I'm trying to be completely honest with myself, I'm remembering the practices and leading up to them, and most days I didn't want to go to practice. Like I did because when I got into it, I enjoyed it. But going to practice, I would dread. And then fast forward, most of you guys I think know, I had a chance to serve a mission for my church for two years. And so for two years I was on this mission, and I'm knocking doors, and I'm teaching about Jesus, and doing these things and had a great experience. Looking back now, it's one of the greatest highlights of my life. If I remember, every morning waking up, and we'd wake up super early, and study scriptures and do these things, and we were tired. And those who haven't been on a mission, or have never seen like the Mormon missionaries before, like you don't get to go on dates, you don't get to call home, you don't get to... You're with a companion and you don't go to movies, you don't have a TV, so it's tough. I remember every morning waking up, and knowing I had to go knock on doors, knowing I had to go do these things and dreading it. Like, ah it was hard consistently. And then we're going out and knocking door, and usually within doing it for a little while, it'd become fun. And we'd talk to people, like I enjoyed it. And as I'm enjoying it, I'm like, "Why was I so complaining? Like why was I so tired this morning? Why was I so miserable? I actually enjoy this stuff," but I still did. And if I look back on my mission now, it was two years I was out there. Like I would wage, I would bet that most mornings I woke up dreading having to do the work I actually had to do. And now I started thinking about this, about my entrepreneurial career. And again, I think back about all the highs and the big wins and all these kinds of things. But if I'm completely honest with myself, throughout the day by day, and the week by week, it was not sunshine and roses. I didn't wake up inspired, and excited and have tons of confidence and wanting to publish. Like it came... Usually me waking up and dreading it, and then going and doing it. And then as I started doing it, it was like, "Oh, I actually do enjoy this. This is kind of fun." It was weird to me because two days ago I was working on this webinar, and all day at the office I was having fun, I was doing it and I got home. And then first I was excited, "Tomorrow's going to be fun to work on it." But then again, my evening happened and it was crazy, and kids get to bed at midnight and I'm asleep at 1:00, and my alarm is going off at six in the morning and I'm just dreading going the office. Like, "I don't want to open the slides. I'm too tired. I don't want to work on it." And like, I'm miserable. Right? Uninspired, low confidence, like all these things. But I woke up, I did the thing, got out there, got to the office and started working on it. And then as I got back into it again, it became fun and I enjoyed it. And then eventually I'm going to do this webinar and I'm going to be stressed out. I'll probably pull all-nighters ahead of time, and then do the webinar and it's going to make a bunch of money. Then I'll be able to celebrate and all I'm going to remember is the celebration. Right? The baby came out, we made a bunch of money. Someone got baptized. Whatever the result was that I was working towards. And I'll Remember that, and it's all I remember is like how great it was. I mean, we did this event, the Funnel Hackathon event. It was interesting because, I was teaching a webinar model. I was like, we launched ClickFunnels... I always tell them they should do a webinar a week, every single week for a year. And I was like, "I tell people that, but that's not what I did." I was like, "I was doing at least a webinar a day, some days two or three webinars a day." And if you've ever done a webinar, like a two hour webinar, it's like working a nine hour or eight hour workday. Right? So you're doing three back-to-back-to-back, six hours of straight webinars. Like in my head, I remember this amazing thing in me, closing sales and like how amazing it was. But if I'm honest with myself, It was horrible. I couldn't talk, I was tired. I had no energy. I didn't want to be there. I didn't want to do the second let alone the third webinar that day, knowing that tomorrow I'd wake up and do it again. And it's just interesting because I think our brain blocks out so much those things. So I'm not saying that we can't be inspired, have high confidence in those kinds of things. But my bet is in most situations, most mornings you're going to wake up and you're going to be uninspired, you're going to have low confidence. You're not going to want to publish. You're going to want to go out there. You're not going to want to do a webinar, you're not going to want to publish your podcast, you're not going to want to knock doors. You're not going to want to go read a book, you're not going to want to write a book. You're not going to want to... Whatever the thing is. Because that's the reality of life, at least as far as I've experienced it. I try to think back like, when were the mornings I woke up super excited? And there have been some, I can tell you there have been, but they are few and far between. The thing that gets me moving in the morning is not the feeling of inspiration or confidence or anything in the morning. It is the vision of the thing at the end. It was me knowing I wanted to win a state title. Not just knowing I want to be a state champ, but knowing like in my heart and my soul and my gut, that's all I wanted. That's all I wanted in life was that, I wanted to get my hand raised. And it's because of that I was willing to go through anything. My coach has said, "You got to lose 30 pounds this week." Which happened every single week. I was like, "Okay." They're like, "Hey, you've got to go run four miles right now. You got to do this." Like I just said yes to everything, because that was the goal. That was the... Like, whatever it took to get there, I was okay with it. So the vision, the goal is the thing, but it doesn't mean you're going to feel the things I think we want to feel. I want to feel like, wake up in the morning, I want to go run. I want to go do these things. I want to go... But I don't think I ever feel those things. And maybe I'm the one that's messed up, I don't know. But if I'm honest with myself, I don't remember really feeling those things. I don't remember any morning when my alarm went off and I woke up feeling like I wanted to go run, feeling like I want to go lift weights again. Maybe every once in a while, but it was rare. The thing that was a constant was like this North Star, it was the vision. And again in high school, it was winning a state title and it was being an All-American, that's all I could dream about. Like I'd sit there without any food or water in my stomach for weeks... For not weeks, but days at a time, miserable, cutting 25, 30 pounds a week, every single week, week in and week out, over and over and over again. Being thirsty beyond any kind of anything you can imagine. For those who have never cut weight before, you think that that being hungry is hard. Like people who skip a meal and they're like, "I'm so hungry." Like hunger pains are easy. Thirst pains are bad. Like you skip water for a day, your hunger pains disappear and you can not eat for a week. Fine. But that those thirst pains like keep you up at night. But again, like what was the thing? It was the vision and it was doing it when you're not inspired, doing it when you don't feel like it, because you're normally not going to feel like it. Like right now, we're 60 days away from Funnel Hacking Live, I have so much work to do. We are rebuilding three different coaching programs and I'm tired. I've got six core presentations, nine total presentations that I haven't started on. I'm rewriting a core webinar that I have to do. We've got film dates. We've got events. We've got... If you guys saw my schedule for the next 60 days, you'd probably laugh or cry or a little bit of both. And I tell you what, I don't want to do most of it. But guess what I do want to do? I want Funnel Hacking Live to happen. I want... When it's over, the night Funnel Hacking Live ends, when I go to bed at night, there's this feeling that I don't know. It's not as good as getting my hand raised and wrestling. I'm not going to lie, but it's this feeling. And I felt it before, I feel like when the whole thing's done, and you see people and you see their change, and you see them leave and you get to go home and be in your room for a minute and just be like, "We did it," that feeling, that vision and seeing like the ripple effect that will come from that room, from the 3,500 people who will be in the room, that ripple effect that will come out from there around the world. That vision of that. Like for me, it's a tangible visually. It's like, I can see... For me, it's like I see the audience, I see this huge rock going boom, and hitting it. And the ripple effect goes to 3,500 people in the room. Then from there, it goes out to millions and millions of people around the world. That vision of that is what gets me moving and going. And for some reason, I wish... I keep thinking or wishing that vision would make it so I woke up every morning inspired, excited, with energy, but it doesn't. Because the reality is, if that's all it was, was the vision. I think we'd be able to... If the vision affected us, so we felt so good that was easy, then it would be easier. But for me at least it doesn't. So anyway, if any of you guys got a secret, let me know. But for me, it's just waking up thinking about, this is the thing. This is what I'm working towards, I want it, I'm going for it. And then start the process. And like I said, after I start the process, usually it feels good, but it's that initial momentum that's not fun, right? Like the initial waking up and going to the gym is not fun, but then when you start lifting. It's like, "Oh, I actually enjoy this." Getting up, getting dressed, getting to the office, not fun. Start working your slides, you're like, "Oh I actually enjoy this." This podcast episode for example, my brother who does my podcast is going out of town. He's been asking me for a week and a half for three episodes. And right now it is 11:27 at night, and I've been dreading this podcast all day long. I've been thinking about it and like talking myself out of it, like dreading it. Literally, I don't want to do this podcast. I don't want to do it. I'm tired, I just want to go to bed, I got so much stuff. Like I finally got my kids to bed. Now, last thing in the world I want to do is publish my podcast, the last thing I want to do. But now I'm 14 minutes and 25 seconds into it, and I'm actually really enjoying this. I could go for the two hours. Like I'm feeling the energy now, right? But initially you don't have it. And so I think that's the biggest thing is just, understanding that it's the initial momentum. That's the hardest part. In the morning you wake up and you're out of momentum, like getting back into momentum. That's a hard thing. And so most people, most humans on this planet never get back into momentum. They're just like, ugh. They just stop, right? So the thing that's going to get you from this stagnated stop spot is like, either the memory of the vision or the dream of the vision. When I was wrestling, it was the dream of being a state champ. Right now it's the memory of last years Funnel Hacking Live and the experience that I felt afterwards. Like, that's the thing that gets me out of bed into momentum, and with the momentum I start feeling more inspired, I start feeling more confident. I start listening, they start happening, but they don't happen right out of the gate. Most mornings, you're going to wake up not wanting to do with the thing you got to do. You're not going to feel good. You're not going to feel inspired, have confidence, any of those kinds of things. So it's like, you got to have this vision that pulls you into momentum, and then momentum picks up and that's when you start feeling good and start having fun. And right now, I want to go film 12 more podcast episodes, which is good because my brother told me I need to give him three by tomorrow. So, this is the first one, I've got two more tonight and I'm really excited about one of them, so I'll probably do that one next because now I'm in momentum. I'm feeling good. And anyway, so I hope that helps. I think the biggest thing that I want to share is just that if you're struggling every morning, for any of you guys, like that's okay. So do I, every morning, Very, very, very rare do I wake up and like, "Yes, let's go. Like, this is the thing." It's unfortunately not there and I don't think it's there for most people. And if it is there for you, that's amazing. Like run. That means you're waking up already in momentum, start running. Don't stop. But for most of us it's, man, making that vision. It's like what we talked about for wrestling, so clear, so vivid, so real, that you would go through anything to get it. First time I saw someone win a state title and I was like, "That's what I want more than air," literally, like more than food, more than water, more than friends, more than anything. And it became that real, that tangible that vivid where I could feel it, taste it, touch it, like smell, I could envision it. Like that's when I was willing to do anything and I did do anything, like literally. Insane things we did to get that goal. And same thing rings true in business. Right? Like when we started building ClickFunnels and I started seeing... At first it was hard for me, because I didn't know it was going to become what it was. Like I'd tried to build ClickFunnels three times before and every time we'd fail. So Todd's like, "I'm going to build ClickFunnels." I'm like, "Cool," so we started building it. But as soon as I saw it and I was like, "Oh my gosh, this is really good. Okay. Like, all right." And I saw the vision what it could be, then it was like crazy. But again if I remember back, we used to do these hackathons. Todd would fly out before we launched ClickFunnels and spend three weeks in Boise. And we would go all day, all night and like sleep for three or four hours, get back up and keep going. And I don't think it was fun. Like looking back now, the nostalgia of it's amazing. Like, oh these were like the greatest times of our life. Like times I'll never forget, but in the moment they were horrible. I did not enjoy them. I was tired. I was miserable. I missed my family, missed my kids, missed my things. We didn't know if this was actually going to work. Like, there's all these things, but we did it because I'd seen the vision. Todd had seen the vision. We knew that there was something there. And so we pushed, and we pushed, and we pushed, and we grind through it. And now looking back, those are some of the best times. So, you got to do it in spite of the uninspired, in spite of not feeling worthy, or ready or whatever. Get yourself momentum, like hook to the vision, hook to the thing you have and it start running. So anyway, I hope that helps. It gives probably not the answer you're looking for. I wish I had a better secret magic button, but it's just understanding and realizing every morning, like, "All right, I don't want to move, but I got to. Let's go." So, I hope that helps. Thanks so much everyone for listening, and have a great night and we'll talk to you all again soon. Bye everybody. 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This is when you’ll know your offer will actually start converting. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets podcast. I am at Lake Powell. If you've been listening to some of these past episodes you know that I'm on family vacation right now. I'm unplugged, and so I am stuck to my thoughts, which has been really fun, and just thinking through a lot of things, and hopefully... In the past, people told me that Lake Powell episodes are some of the best ones. Hopefully this gives you some ideas, some ahas, some insights in you, your life, your business, and a bunch of other really cool things. Okay. So what I want to talk you guys about today is actually something that happened right before we left for Lake Powell. So obviously I've been playing this marketing game for a long, long, long, long time. Right? I love building funnels. I love creating offers. I've been doing it for as long as anyone I know. I've been doing it... I think I'm on, like, my 20th year or so. I've been playing this game. I love it and I think I'm pretty good at it. I'm not the best at all areas of it, but I think as a whole, I'd say I'm in the top 1% of people who play this game and I enjoy it. Hopefully you enjoy it as well. And I enjoy talking about it, hopefully as you enjoy listening to me talk about it. But I had little things that happened right before I left that was really, really cool. So we brought in a couple of new people on our team, some really, really good copywriters, conversion analytics people. And we're looking at some of our old funnels that have done well traditionally. In fact, specifically looking at our book funnels. We have three really good book funnels, my Dotcom Secrets, Expert Secrets, and Traffic secrets books, which have a lot of traffic to those funnels. Traditionally have done really, really well. And the question was, could we make these better? And one of the reasons why we had to do it is be one of our offers, upsell number two, we had to change out because it was a partnership with someone and we had to change it out. And so it got us kind of thinking like, well, how do we change this? And as long as we're changing it, let's brainstorm again. And so it was nice because I had a whole bunch of people who weren't me, who weren't there initially when we brainstormed the book funnel and we sat down and said, "Okay, let's kind of talk about this. What can we do? What does it look like?" And specifically there's someone new on our team. Her name is Sabah and she's awesome. And that's all I'm going to tell you because I don't want you guys hiring her away from me. She's really, really cool. But she went through all of the offers and the upsells and everything, and I made kind of a pallet. Here's like all the stuff we have. We have basically unlimited... I've created a billion products. I'm like, "We have unlimited content. We do whatever we want. Well, what should we create?" And so I kind of gave her the pallet. She spent a couple of days and came back. We started looking at this upsell flow and it was really cool for a couple of reasons. One is it's interesting, things that you kind of forget. Like at my events, when we teach upsell flows, I always talk about the importance of the strategic flow of your upsell flow, right? That people always ask me, "What's the first price point? What's the second price point?" And price point is not the important thing. It's the flow. Like if someone buys this, say they bu the Dotcom Secrets book. So it solved the problem for them. Now they have this book that's going to show them how to funnel. So next upsell has to solve a new problem. So that by buying this first product, what is the new problem it created, right? So if you bought Dotcom Secrets book, for example, now you know how to make funnels, but now you're like, "I don't know how to get traffic to my funnels," or, "I don't know how to write, copy for my funnels." Or whatever the next problem is. Or, "I know how to build a funnel now, but I need help. I need someone to hold my hand. I want coaching. I want accountability. I want..." Whatever. There's a million things it could be, but it's very strategic. And what I realized, interestingly enough, is that, and I wonder if you guys do this too, or if it's just me, but sometimes my ego gets in the way. And so my book funnels were, I literally built the book funnels because I wanted my first upsell to be Dotcom Secrets or the secrets chosen, my box set of all my books. Which is cool because it's like now everyone has a chance to buy my books. And I forced that as the upsell on all three of my funnels, but looking at the actual data and numbers, they didn't... I mean, they convert good, but not amazing. I didn't change it because I was like, "Well, that's what I want to sell, that's what I want to sell," as opposed to me asking the question, "Well, what do people actually want to buy?" And so what was cool was when Saba came back and said, "Okay, let's look at all these different offers." She kind of restructured things. And she took like my book offer where right now, you buy the books and you get this one book for free. And it's really, really cool. She's like, 'What if we did that, plus we gave them this?" I think it was One Funnel Away Challenge. "Plus we gave them this software over here, and plus we give them...". It was like five or six things. And I remember like, as she's going through, I was like kind of sick to my stomach, like, ugh. But I didn't say anything, because I'm trying to be cool, you know? And I don't want to... I hate when you're brainstorming, someone comes in and has all the negative things to say about it. So I felt this like sick feeling in my stomach where, I was like, oh, okay. And then she talked about upsell number two and then proposed upsell number three. And upsell number two was like, we can give them this, and this, and this. I'm like, "You can't do that because this one's like a thousand dollars, and this one's this over here." And I was kind of freaking out. And the next upsell, she's going through it, and in my head, I'm just stressing out because I'm like, "We can't sell these things for that cheap. This is insanity." I'm just like this feeling of just like uneasiness because of this. And then we sat there, we were talking about it and we're looking at, and I was drawing it out on a whiteboard trying to map it out in my head so I could come to grips with this whole thing. And all of a sudden, I stopped for a moment, and I was like, "Oh my gosh. Look at this internal anxiety I have going through this process." And I started thinking about that. And I was like, oh my gosh. I am struggling because this offer is so good that I don't want to do it. Now what do you think about an offer that's so good that you feel sick to your stomach actually giving it somebody because it's such a good deal? That's probably the right offer, right, if you're trying to make an irresistible, one-time offer. You're like, "I sell of this course for $97. I'll sell it to you for 97 bucks." That's an offer, but it's not an irresistible, insane offer. When you are sick to your stomach because you're like, there's no way we can do this. I can't give people this and this and all these things for this price because it's not worth it to me. You're sick to your stomach? That's when you're close. That's when you probably have the right offer. And for me it was this big aha of just like, oh my gosh, I've been stingy. I've been trying to feed my ego and trying to make sure that the offers are the things that I want to sell, not what people actually want. And then looking at it from, okay, I'm not just making an offer, I got to make something irresistible. If I want to go from like a 15, 20% conversion rate on an upsell rate to a 40, 50%, it has to be irresistible. We're in the process right now of purchasing a company. I can't talk about it yet. As soon as we finalize it... In fact, the deal might be finalized when I get back from Lake Powell. So I'm sure you will hear me shouting it from the roofs. But the funnel, we're literally buying this thing because the funnels are so good. Like when someone buys a product through the funnel, the average cart value is like $180, which means, I can spend $180 to sell this front end product, which is crazy. It's so good. But you look at the upsell flow and it's the same thing. It's the most insane, irresistible offer where you... I'm sure when the person we're buying the company from was first putting it together, he was sick to his stomach, like, "Oh, I could easily sell this for a thousand bucks or $2000 or more." And he's like, "I'm just going to do it for $97." Like, wait, wait, what? You can't do that. This is insane. "I'm sick to my stomach. We spent $50,000 creating this thing. I can't sell it you for $97." And when you get that internal dialogue in your head where you're fighting it because this doesn't make any logical sense, that's when you probably have an actual irresistible offer. That's the key. And that was my big humbling this weekend, or this week before I came out to Lake Powell, was that. And I've been thinking a lot about it, like sitting on the boat. As I'm sitting here I'm thinking like, "Man, I felt so much anxiety and frustration." Is kind of like how many of you guys have ever seen the greatest show of all time, 24? If not, you should pause this right now, go watch all the eight or nine seasons of it and then come back and finish the episode. Otherwise you're going to... It's more important than anything else you could be doing right now is watching every episode of 24. But I digress. So there's this bad guy in 24 and he's the president. President Logan? I can't remember exactly. It's been a while since I've watched it, but he's the president. And I remember that at first I thought that the guy who played the president, I was like, I hate this character. I hate him. And every single episode, it got worse. I was like, I hate him. I remember being so angry, upset watching, episode, after episode, after episode. This president was such a horrible person and so angry. And I was like, I hate him. Why did they pick him to be the actor? Why these things? And being so frustrated and angry and I couldn't sleep. And I was so angry at this person, this president, I hated him so bad. And all of a sudden one day I stopped and I was like, oh my gosh. Look how I feel right now. I hated this guy, but I'm realizing now, I don't hate him. He's probably one of the best actors I've ever seen because he's making me have this visceral response to everything he's saying. And all of a sudden I was like, oh my gosh, he's not the worst character of all time. He's the best character. To make me hate him that bad is magical. Same thing when I first met Ben Settle. I joined Ben Settle's email list and I used to get the daily emails. And I remember I kept reading them and kept reading them and they would annoy me so bad, get me so frustrated. And it was probably two or three weeks into this email sequence where I was like... And I don't unsubscribe from anything ever. And I remember the emails were coming in. I read one. I was so upset that I was going to unsubscribe because I was so angry at him and his philosophies, and his thoughts and everything. I was like, oh, and I was about to unsubscribe. I stopped for a second. I was like, oh my gosh, look how I feel. Notice how he's making me feel right now? He's giving me, once again, this visceral response where I'm like angry, and upset, and frustrated. And so much so that I wanted to like, oh, and I was like, oh my gosh. I think prior to that I was like, he's the worst marketer ever. I hate this guy. He's wrong about everything. And all of a sudden I was like, oh, oh my gosh. Look how he's making me feel. He's an amazing marketer. He got me to feel this way. Never in my life I've read every email from a marketer and I'd read every email of his for months because I was so angry and so upset and so frustrated. And I was like, I bought his thing. I bought the other thing even though I hated him and frustrated by it and annoyed by him. In fact, the first time I met Ben, I told him that story. I was like, "Just so you know, like I hated you at first." I was like, 'Every email that would come, I would get so annoyed and so upset and all of a sudden I realized, oh, look at how he made me feel." To cause this kind of feeling in me shows that he's a master, not someone who's bad. And so a lot of times I want you to start noticing how you're feeling as these things are happening to you because a lot of times our brain is pushing us one way and hating this thing where it could be like the greatest thing we could have learned. And so, anyway, I wanted to share that because that's how I felt when we were going through this upsell flow. And so next time you're creating an offer and you're working on your upsells, your down sells or your, whatever your thing is, you're working on, I want you to start thinking about that, like how do I make this offer so good that I literally am sick to my stomach and frustrated and angry and like, oh, I can't do this? Like, there's no way we can give people this much value. We just can't do it. And all of a sudden you're like, that's it. We got there. We finally got to a point where I don't want to do this because I feel like the value is so high. Like they always say in any good offer, but any kind of good business deal or business partnership, both people should feel like they got the better end of the stick. Right? And if not, it means that someone felt like they got a worse end and that's not good. You want both people to feel like they got a better end of the stick. So if I make an offer so good, I'm like, this is insane. I can't do this because it's such a good offer, and honestly feeling that way deep in your gut. And then the customer coming in like, "Oh my gosh. They only want $97 for that?" Or $200, whatever the price is like, oh my gosh. Now both sides feel like they got the better end of the stick. That's how to make irresistible offers. That's how you create raving fans. That's how you create amazing offers. Anyway, I wanted to share it with you guys because it was interesting. It was fascinating. And I hope that helps you guys. Go back to your old offers. Look at the upsell flow and be like, what else could I add? What else could I add? What else could I tweak? How can we make this offer better? How can we make it better? How can I up this offer? How can I increase it even better? And keep thinking through that. And the better you make the offer, the more likely people will be to give you money. A lot of times people are like, "My upsell's not converting. What do I need to do?" I'm like, "Your offer sucks. Make a better offer." "This is the best thing I've got." Well then make something better. Like, what else can you give them? What else can you create? What else can you invent? What else can you put together? You need to make something that is so irresistible that they look at it, they're like, "I have to give them money. I need this thing. This is such a good deal. It's such a good offer. I have to give them money." That's the feeling they have to have or else you missed it. So anyway, with that said, I hope you guys enjoyed this episode. Hopefully you guys go back and look at all of your old funnels, all your old offers. Look at things you're doing and figure out what else can I bundle? What else can I add to make the software even more irresistible? And keep doing it until you feel sick to your stomach. And that's when you're probably to the spot where your offer's finally going to start converting. Okay, I hope that helps you guys. I appreciate you all. Thanks for listening, for subscribing, for hanging out. If you liked this podcast, please do go to iTunes and leave me a review. That'd be pretty sweet. And with that said, I'll see you guys on the next episode. Bye everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

If you’re struggling in any area of your life, it’s probably because this equation is out of balance. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- Hey, what's up everybody. This is Russell Brunson. Welcome back to Marketing Secrets podcast. This week, I am at Lake Powell, I'm unplugged and that means I have no internet access. I've got no ability to check email or social media or anything, and all I can do is sit and think and play the water with my kids and my family. It's been really fun. But during that time, I had time to think about some things. And so I want to share with you some of my thoughts today, specifically about how much we produce and how much we consume. All right, everybody. Last year when I was at Lake Powell was the very first time I had a chance to start reading Atlas Shrugged. And to me, as you've heard me, I did a podcast with Josh Forti earlier year. There's like four or five hour-long podcast talking about Atlas Shrugged. I'm not going to get into that today, but as I was preparing for our Lake Powell trip that we do every single year with our kids, would come down here, we get a houseboat and we just have a fun time with some of our family and friends and stuff, I just kind of started craving that book again because I'd read it last time I was on this trip, and I start thinking about it. I was like, oh. I started listening to the audio book again on the drive down. And while I've been here during my free time, I'm listening to the audio book and it's been really fun to hear it a second time. It's interesting, the first time you read a book, especially a book like Atlas Shrugged, which I think it's like 15 or 1600 pages, it's a very intricate story. Ayn Rand wrote it in the 40s or 50s, and it took her, I think, 11 years to write the book. Just the John Galt speech alone took her two years to write, which is crazy. And so in a story like that, people back then... In fact, I got some photocopies of the original manuscripts. It wasn't like on a computer, it was on typewriters, like handwritten. When someone's writing something that complex and spending 11 years on it, there's a lot of things you don't catch the first time through. These storylines are so cool, and these things that are happening in conversations you missed the first time around. I was like, "Oh my gosh, this is so cool." Just been a really fun experience to go back into that book again and really enjoying it. What's interesting to me is, I don't remember where this came up and it's not specifically tied to the book, but the thought that you're reading a book and you have thoughts start popping in your head, and the thought I started thinking about it a lot was about basically our job as entrepreneurs, or people for that matter, is to make sure that we are producing more than we're consuming, right? To truly understand this, I think one of the core lessons or things you have to understand is just how money works, how people make money in this world. Money is a by-product of value, right? The more value you provide somebody or a group of people, the more money you make, right? For example, if someone is an accountant, they may make, I don't know how much accountants make, let's say a hundred grand a year, right? Just make numbers easier. They have one client and that client's paying a hundred grand a year and they're making pretty good money because they're providing value to that one client, right? But they make $100,000 a year, which depending on where you're at, that's either a lot of money or not very much money. But you take that same accountant, instead of them just being account for one client, if they say, "Man, I want to provide more value in the world," that accountant can start their own accounting company. They can, instead of one client, take on 10 or 20 or 30 clients. Maybe they need to hire some associates and hire some other accountants underneath them. Eventually they've got a business where now they're doing accounting for say a hundred people. That little accounting company might make $1 million a year. The accountant who started at might take home, four, five, $600,000 a year. He's still got the same amount of hours in the day as anybody else, but he or she figured out a way to provide more value. Instead of just doing accounting work for one person and making a hundred grand, they do it for 20 people now and they make a million. Even though they have more costs now, more risks, we've got to pay for other employees and they got to pay for these different things, because they're able to provide more value, they end up making more money. Money is a direct correlation to value. That's just a core principle that I didn't understand for a long time. It's the reason why a teacher who works in a school could be super, most talented person in the world, best teacher in the world. But if they're teaching for a classroom and they're getting paid their 50, $60,000 a year as a teacher, and they teach the kids that come through, that's all the money they're able to make because they're not finding any more value. What if that same teacher took their message and started publishing a YouTube channel and started reaching millions of people, they may go from making 50, $60,000 a year to $1 million a year teaching the same stuff, but their getting out to more people. Now instead of 100 kids a year hearing their lessons in a school, now they're getting a million people a year listening to it through a podcast or through YouTube channel, through some other means, and they're providing more value to more people, so that's how they make more money. All these things are tied together. That's one principal for everyone to understand. If you don't know, don't write it off yet. I don't make enough money. Well, how much value are you providing? You're providing to one person. Can you provide that same service to 10 people, to 20 people? The more value you provide, the more money you're going to make. The natural order of things is how it works. The thing that I was thinking about recently was just how important it is that we are providing more value. We're producing more than we're consuming. In all aspects of life. I first start thinking about it from a business standpoint where if you consume more than you produce, what happens? If you consume more than you produce, then you go into debt, and it's not good. Let's say you decided, "Oh, I make $1 million a year, I want to buy a house." But the houseboats cost $3 million. So, you go and you buy a houseboat for $3 million, you're $2 million in debt. You're consuming more than you're producing, therefore you're in trouble. If you want to have something bigger or nicer or whatever it is, you have to learn how to produce more than you consume. That's going to give you more money. In this book Atlas Shrugged, that was one of the big things it talks a lot about, was just the producers. In the book, you've read it, the society is trying to give everyone based on their needs and their wants, not so much their production. The premise of Atlas Shrugged is these producers. They need to go out, they're and producing, and eventually the producers go on strike because it's not worth it for them more because of all the government regulations and social pressures and all these things that make it where it's no longer beneficial for them to actually become producers. In the world we live in today, that's it. If you want to make money, you got to produce more. We have to create more value. If you want to save money, if you want to get nice things, you have to produce more than you can consume. That's like a universal principle. I started thinking about it, just this week since I've been sitting on the boat and eating more than I normally do. I noticed that I am consuming more than I am producing. For our bodies, what do we produce? We produce energy. We go and we work out, we run, we walk, we do things. If my production is more than my consumption, then what happens? I lose weight, right? But if I consume more than I produce, so I'm eating more calories than I'm burning, then I gain weight. As I'm watching my kids running around, it's funny because I feel like I'm active. I'm an active dad, but I watch my kids running around and they're producing so much energy and burning so much that they can eat whatever they want. They stay tiny and skinny. It's crazy because they're producing so much. As we get older, we keep consuming, we consume more and more and more, cause we've got bigger bellies and we can eat more and all these things, but we produce less. We don't exercise much. We don't run. We're not running around. When I look at my daughter, Nora, when she goes from one end of the houseboat to the other, she doesn't walk. She's sprinting the whole time. They're just producing more energy, which makes them lose more weight. Again, if you look at a weight loss or energy management, the goal, again, is to produce more than you consume. I start thinking about universal a principle that is in all aspects of life. In a relationship. I want to make sure that I am producing more value to my spouse than I'm consuming. We're in great relationship. All of us need to be focusing on that, on production, producing, producing energy for your body, producing value for the marketplace, producing happiness for your spouse, for your kids. Bad things happen when that metric gets flipped, where we start consuming more than we produce. You consume more food than energy produced, what happens? We gain a lot of weight and it gets really hard. We consume more stuff than we have money that we've produced. We've consumed more than the value we produced. What happens? We get into debt. We get upside down, we don't have any money in savings, we don't have any money to invest. because we're doing those things. In a relationship, if you are consuming more than you're producing, it's a lopsided relationship. It's not fair to anybody. This becomes a universal value, a universal thing in all aspects of our life. And the more I keep thinking about it, the more use cases I keep finding for this one thing, it's this ratio of production versus consumption. If any of you guys feel like I want to consume more, I want to eat more, cool. You should do it, but you've got to produce more energy so you can burn that way. If you want nicer stuff, you want to consume more, I want a nice house, I want a nice car, I want a nice whatever, cool, do it. That means you've got to produce enough to be able to afford it. You got to create more value, produce more value, and then it's okay. We had a conversation last night with one of the teenagers here. He asked me if I was scared when I bought my house, or something like that. We have kind of a crazy house. I said, no, because if you look at it, based on the average person buys a house and takes some 40 years to pay it off. And so while their house may cost way, way less than mine, I was able to pay my house off in two years. Maybe it's three years. Anyway, whatever it was. But it's because I was producing more. Ratio-wise, it wasn't very much. Because my, because I was producing more value, which made me more money, which now made it so that I could buy this house and it didn't seem like a lot. Just like my kids can go and they can literally sit down at dinner and eat 8,000 calories and they don't gain a stitch of weight. Where if I'm over 1800 calories in a day, I start gaining weight, because I'm only producing 1800 calories worth of energy in a day. If I'm not there, I start gaining weight really, really quickly. It all comes down to this ratio. Anyway, I know it's common sense. We know these things, but it just gave me a different way to kind of look at things because it's a universal principle in so many areas of our life. How much are we producing? How much are we consuming? If we're consuming more than we're producing, we're gaining weight, we're in debt, we're having these problems. If you're in any of these things, any area of your life where you're struggling, look at this ratio? Are you producing more than you're consuming? If so you're probably in a spot where your relationship's great or your energy and your body is great, or your bank account's great, whatever those things are. And if not, I bet you that that ratio is off and becomes a very simply now for us to look at, to diagnose and figure, okay, I want these things. I'm trying to do these things, but there's a math problem here. I am consuming more than I'm producing in this area of my life. I got to double, triple, quadruple down to produce more than I can consume when I want to, because now the ratios make sense. You can go buy a $20 million house. It doesn't matter if your productions side, if now the ratio works and it's not insane. The insanity happens the other way when you're consuming more than you're producing. There's the math problem. There's the metric. There's the thing to start thinking through. As I was thinking about it again, for myself, it just got me excited and started thinking about all the areas of my life that I'm not happy, looking specifically, this one ratio. Am I consuming more than I'm producing? If so, that's probably why I'm not happy. You probably don't have the energy. You probably don't have the money. You probably don't have the relationship because I'm consuming more than producing. There's a lens to look at the world through for all of you guys. I hope you enjoy it. It's been fun for me over the last couple days. I'm sitting here on the boat, looking at different areas of my life and realizing either I'm doing really good or really bad, and it's all coming down to this one ratio of production versus consumption. Hope you enjoy this. Thanks again, guys, I appreciate you. Hopefully you're having great summer vacations as well. Enjoy time with friends and family, and I will see you guys back here on another episode soon. Bye, everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

How to take six weeks off without stressing even a little bit. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- Russell Brunson: What's up everybody. This is Russell Brunson. Welcome back the Marketing Secrets podcast. Right now, I'm at Lake Powell. I've been on the boat, the houseboat and jet-skis, and we did a waterboard, it's a type of Flyboard where you literally feel like Ironman flying through the sky. We just got done wake surfing, our kids have been wake surfing. It's been an insane week and I'm here with my friend, John Jonas. I'll introduce you guys here in a second. And for me, it was a lot to take a week off. I had no cell phone access for a week and John hasn't worked in eight years, 12 years. Just kidding, he's basically taking six weeks off. He is the person in my life who somehow has figured out a systemized entire life. So he can just do whatever he wants whenever he wants. And so that's what we're talking about today is systemizing outsourcing and whole bunch of other stuff when we come back from the theme song. All right, so I'm back here. We're on top of the houseboat and I'm talking to John Jonas. Some of you guys know John, if not, he is the founder of onlinejobs.ph, which... Actually, do you want to tell them what it is and tell them about you? John Jonas: Yeah, thanks man. So when I was early on in my business, I just realized I needed help and finding help sucked. It was so hard. And everybody talked about outsourcing, outsourcing, outsourcing, and I tried India and it sucked. It did. Russell: The entire country. John: Well and then it's like, dude, I have nothing against the country. But outsourcing there was really hard and there's some really big cultural reasons why, and I won't get into it, whatever. And then you have Upwork, which was Elance and oDesk at the time, which is fine, except the whole system is based around 100% turnover. And as a small business owner, 100% turnover guaranteed in your business, that sucks, hiring a contract worker, that's so stinking hard. So one day I'm talking to John Brizzy, the owner of backcountry.com. And he says to me, "When you're ready to start outsourcing some of this stuff, make sure you go to the Philippines with it." And I was like, "Huh, really?" And he gave me some reasons why, and more than just like, "Oh, this is amazing," it gave me hope that maybe I'd find something different than what I had experienced before, because that was really the thing was there's so much loss of hope in outsourcing because it's just a babysitting job and people that you're outsourcing to suck and they can only do menial tasks. And so I hired this guy in the Philippines full-time, which he gave me a reference to hire someone full-time and I didn't know if I could do it. It took me two months to hire someone because I didn't know if I could keep someone busy full-time I didn't know if I could pay them I didn't know if they could do good work. It was the most liberating experience in my life. This dude's full-time job was doing anything I asked him to do. And yeah, dude, that was amazing. I taught him how to systematize this whole system that I had completely failed with on Upwork. It was Elance at the time, but I hired this guy to write articles and he wrote these articles and sent them back to me. And I was like, "Yes, I got these articles done," this was on Elance. And then I realized, "Oh, now the burden falls on me to do the rest of the work." And that's where most stuff breaks down is when it falls on you to do the rest of the work. So when I had this guy in the Philippines, I realized, "Oh no, he can write the article and then he just worked full-time for me. So I can teach him to do the posting and the headers and the resource boxes and the links and I can teach them how SEO works and he can do all the SEO." And this was like 2005. So since then, I've realized oh yeah, you can hire amazing people, programmers, designers, social media people, content writers, data entry people, lead generators, whatever it is, copywriters, you can hire a really good people. And in the Philippines, I was paying the company, this is 2005, I was paying them $750 a month they're paying him $250 a month for full-time work. So today that same person's probably going to be like $450 a month straight from you to them because of what online jobs is. Russell: Because you guys created a platform. Because prior to, so the first time I hired someone from the Philippines, there was a company I hired and they... I can't remember name of it. Agents of Value, yes. Agents of Value, yes. And I was so excited because it was like 700 bucks you get a full-time employee, which I was paying American wages prior to everyone and I was freaking out. And then yeah, like you said, you find that they're only making $250, $300. And so what John built is a really cool, I wouldn't call it a directory, it's more than that, but it's a place you go, you sign up for it, and then there's how many Filipinos are listed there right now? John: There's over a million Filipino profiles there. Yeah, so what I created was what I wanted for myself. So after a couple of years of hiring people through this agency, I went to them and they said, "Well do you want a programmer or a webmaster?" I was like, "I want a content writer." "Well do you want a programmer or a webmaster," was their response. And agencies, generally, this is how they are. They're going to three times mark up the salary and then they're going to give you the same person. They're going to go to online jobs today and try and find the person... They do, I know they do. So I created what I wanted, which was I just want to recruit some people on my own and I want to hire them and I want to pay them directly and there's no markup, so there's no salary markup. And there's no middleman telling me who I need to hire, giving me someone crappy who doesn't know anything, which is what Agents of Value did multiple times. And so now I can go and find someone, find the exact person I want. And it's crazy. I hired a programmer who was working for IBM and he's so dang good. Or I found a copywriter, actually, I hired a copywriter who wrote some ClickFunnels emails. And it's amazing what you can find on onlinejobs.ph. And the crazy thing about the Philippines, I had no idea at the time. This is why this guy's advice was so dang good. And he obviously knew, and I had no idea. So in the Philippines, there's a culture of honesty and loyalty and hard work and make people happy. So my guys in the Philippines have my credit cards, they have access to my email account, they have access to my servers. We've seen hundreds of thousands of people hire people in the Philippines and have seen very, very few people get ripped off. And almost every time when they do, it's because they tried to get the person to do some work and then not pay the person. And obviously, yeah, they're going to try and get paid. And then there's the loyalty thing. So the Philippines, their culture is loyal almost to a fault. So when you hire them, they'll never stop working for you as long as you gain their trust. So the first person I hired in 2005 still works for me today. Yeah, and he's amazing. He can do anything. When I hired him, he knew nothing. Today, he can do anything I want. So the culture makes such a difference of the Philippines versus elsewhere, especially for a small business owner. Russell: All right, so I want to tell a story and I'm not embarrassed, maybe a little bit. So you and I had a chance to go to Australia to speak at Mal Emery's event. Do you remember what year that was? John: 2012. Russell: Dang. So 2012. And for those of you who know me and know I wrote a book about the perfect webinar as my things I'm really good at closing people and selling from the stage and all that kind of stuff. So John and I fly down to Australia, we both speak on stage and you destroyed me. It was really embarrassing. I only sold a handful and John sold everybody in the room literally bought his... It was insane. But I'm telling you this because there was a story you told in there that I'm going to mess with the details, but I want you to share the story with people. Number one, they'll get to know you a little better. But number two, it's also I think a lot of you guys have probably heard me or other people talk about outsourcing and you're like, "Oh yeah," and maybe you hire someone here or there, but for you, there was something in your life that happened that made forced you to do it and then that ended up giving you the freedom that literally we've been here this week, everyone's stressing out. No one's got cell phone access and John's just having the best time ever. And you have six weeks in a row vacation time. What week are we on right now? John: Four. Week five. Russell: Week five of six and I'm like one weekend. I'm like, "Well, I'm good." So anyway, I want you to hear this story because it's powerful, but also I think I'm hoping you guys hear and realize that you don't have to wait for something tragic or scary like this to happen. But if you kind of try to force it in your mind, you can have something like this happen and give yourself freedom earlier. So with that said, here's John. John: So I've worked about 17 hours a week for the last 13, 14 years. And here's what happened. So my wife is seven months pregnant with our third child. This is 2007. We went to the doctor, he's run some tests and he says to my wife, "You have preeclampsia. And if you don't go on strict bed rest for the next three to five weeks, you're going to have a seizure and you're going to lose this baby." And to me, obviously, I was there with her and it was a shock. And on my way home from the doctor's office, I was just thinking, "I'm working full time and I have to two other kids and she has to be on strict bed rest. I'm not about to lose a baby over money." So I was thinking, "What am I going to do?" So when I get home, I sent an email to two of my guys in the Philippines. I had two guys in the Philippines at the time and I sent an email to them. And I just want you to know, as I tell you this, they had been with me for about 18 months. These were not guy. I pulled off the street. You're not going to hire someone new and this is going to work for you. It's going to take some time. But I told them, "Hey guys, here's my situation. I can't work. Here's why. I need you to take over everything I'm currently doing in my business." And so I... Everything, everything. For the next three weeks, I literally worked one hour. And that one hour... So after that day, when I got home, I sent them all the instructions I could, that one hour was just responding to their questions. And they took over my Google AdWords account and they took over my blog and they took over the marketing that I was doing. They took over the SEO that I was doing. They took over customer service. They took over everything I was currently doing. Three weeks later, my wife has the baby, this beautiful little girl Bailey, who just turned 14. And for the next two months, my wife struggled with postpartum depression. And so I just kept not working. It was a little bit more, it was one hour a week because she was allowed to get out of bed now. And so I spent three months not working basically. And it's expected to have a disaster with my business and came back to find my business had grown. And I'm not going to tell you it's because these guys were running the business. That's not the case. But the point here is that I had had the right help and my business didn't crash when I wasn't there. So from there, this is where you'll really recognize I hope what the possibilities of outsourcing are. So after these three months, I was like, "Well there's only so many times in a day you can take your kids to the golf course," and you get bored. Because that's what I was doing. I was taking my kids to the golf course twice a day. And so I started designing a business based around how far can I take this outsourcing thing? Because I had only had these guys doing menial tasks up to that point. And now I realized like, "Whoa, they're way better than I thought they were. And so can I build a business based around them doing all the work and me just being the CEO?" So I started designing this business. I'll tell you what it was. We were going to write reviews about products and post them on our website and then drive traffic to them and put affiliate links on all the reviews. So I record myself talking for 45 minutes explaining this whole thing. And I bought a domain and I sent the domain and my recording to this guy in Philippines. And again, he had been working for me for a while and he takes the domain, sets it up on my hosting account, sets up WordPress and changes the theme according as I've described and sends it back to me a couple days later and it was horrible. And I was like, "Oh crap." So I went back and described it better and better again. And we did this for about a week until we got it right. He got the website how I wanted it. It was amazing. So then he wrote the first review and it was terrible. And I was like, "Oh yeah, this outsourcing thing isn't as good as I thought it was." Russell: You're like, "No, I'll take it all to myself." For me, that's what I've been using. Like, "Well I'm done. I'm just going to myself." I give up usually at that point. John: That's not what I did. And because that's not my personality. I want to see if I can make this thing work really. So I worked with him through the review. I was like, "Okay, we've got to change this and this and this. And we've got to get more data from here. And we've got to do this." So we worked for a couple of weeks, got the review right. And I never wrote another review. So he had already done some SEO, but I start teaching him more SEO and he starts doing SEO and he starts doing some social marketing, even though social media wasn't really a thing. But we started doing Craigslist stuff. And we started doing RSS feeds and we started doing everything that I knew to do at the time, I did. Everything I knew to implement, I did. Which today all the things you know to implement would be build your funnel and start your Dream 100 and run Facebook ads to it and start doing some SEO maybe and get on a podcast or start a podcast. All these things that you know you should be doing I was doing, except I wasn't the one doing them. So that business in the first month made me about $200. Within three months, it was making three to $500 a month. Within six months, it was making a thousand dollars a month, within a year is making me 10 to $15,000 a month. And this dude in the Philippines, who, again, I told you they're super loyal and super honest, he built the whole thing. He joined the affiliate programs. He starts running Google AdWords on it. Because I taught him how to do it. He sends me a report every month. "Here's how much money we spent. Here's how much money we made. Here's what I think I can do to improve the business and make more money." And that was where I realized like, "Oh yeah, these aren't just dummies that can only do menial work. They can only follow exact instructions." No, he read between the lines so many times he figured out so much stuff. And I don't want you to think that he built this whole business for me and I didn't do anything. Because I did. I was the CEO. I knew what was going on. I knew what had to happen. But I never touched it. I don't touch WordPress. I don't write content now. Russell: So let me ask you, so I know that there's people listening right now who are thinking, "Well why doesn't the guy just make his own blog and then just do it himself? And then he'll make the 10 grand a month for himself and not have to just cut you out of it." And I've thought of that as well. I'm curious why specifically Filipinos, why that's not an issue for you. John: So yeah, because in India, that's the first question they ask. And that's our experience with outsourcing is, "Well what's your business model here?" I explained to him the business model. In the Philippines, they're not entrepreneurial. They don't want to steal your business. They don't want to steal your idea. They don't want to do it on their own. That's too risky for them. They are really job oriented and they want a job. They want a long-term stable job that they can take home and reliably take care of their family. And I've seen that so, so many times. I have people that have worked for me since 2005 and 2006 and 2008 and nine and 10. And they also work with me. Russell: Awesome, okay, my last question for you then is I think we had this conversation last year. So John's my Lake Powell buddy. And it's our third time renting house boat together, fourth time on the lake together. But anyway. Last year we had this conversation, I'm not sure if you remember it, but it was impactful to me because for me, those who know me, I'm a perfectionist, especially comes to my funnels and copy and design and everything's going to be reviewed by me because anyway, I'm super annoying that way. But our stuff does really well. And so I'm always thinking it has to be perfect to go live and get shipped out there and actually be a live thing. And last year was talking to you about it. And your philosophy is obviously different than mine. You were more, do you remember this conversation we had? And you were talking about how you're like 80% is it's fine. The extra 20% is... Do you remember this conversation at all? I'd love to get just your mindset on that because it's something I could use, but probably other people as well where it doesn't have to be 100% to make money. It's got to be close. John: So there are some things where it needs to be 100%. But most things, it's more important to get it done than to get it done perfectly. And so for me, my philosophy is ship, get it out there. So just before we left, we're driving down here and I checked my project management and saw that they had completed this big long piece of content that we had. And I said to them, "I'm not going to review this, but publish it because I'm sure it's good enough. You guys are good and publish it." And when I get back, maybe I'll review it. Maybe I won't, I don't know. Maybe the task will be gone and I'll never see it. But to me, just getting it out there and having people see it is more likely to tell you the problems with it than I am to tell the problems by reading it myself and to creating a bottleneck myself to let me give you 16 more things that I don't think are perfect. Even though you guys think it's perfect, there's three other people that have seen it, and I don't think so, but they do, which tells me maybe I'm wrong. I also don't have, and this is a personality thing, I don't have the design eye that you do and I don't care as much. I want people to see it and I want people read it and ship it, get alive. We ship software with bugs all the time because then it's live and then people will instantly tell you, "Oh, this is a problem." "Oh, okay. We'll fix it. Sweet." Russell: As opposed to figuring out all the problems, mistakes on your own. Oh man. Well I hope you guys enjoyed this episode, it's a little different, but I don't normally interview. I don't even know John, you're like the second person to ever be on my podcast besides me. But I think it's good for everyone to understand. So for those who are in some part of their business where they're trying to think of if they can use outsourcing more, join Online Jobs, and this is not a paid ad. I get nothing from this other than as long as online jobs keeps making money off of a boat buddy at Lake Powell, otherwise I've got to pay for this whole thing by myself. But there's no advertising, but let them know how Online Jobs works. Because it's different. It's not like Agents of Value. You're hiring and paying them and could you walk them through how it works and wants to get the count and how to set it all up and everything? John: Yeah, so Online Jobs is kind of like indeed.com, but for the Philippines. So you go on and you post a job and it's free to post a job. And then depending on your job, you'll get a few or hundreds of job applicants. And if you get hundreds of job applicants, that's a problem, you can't go through hundreds of applicants. That sucks. But you'll get a bunch of applicants. And then you can see the applications for free. You can do all that for free. You just can't contact anybody. You don't get anybody's contact information until you pay. And it's $69 for a month and then you get to contact as many people as you want, really. Or you can reply to everybody who sent you a job application, if you want. And then you just interview them, you're going to use their Disk profile. Russell talks about Disk profiles. And I think it's amazing. Almost everybody on there has a Disk profile and you're going to send them emails and ask them tons of questions. And here's a little bit of advice, don't do a Skype interview right off the bat. That's the first thing everyone wants to do is get on the phone with them. And that's the last thing you should be doing when you do interviews with people in the Philippines. They don't want to do it. So do that at last when you've narrowed it down to three. You can give a test task. You're completely on your own. Every application will come to your email inbox if you want. It's your Gmail inbox. They'll also be in your online jobs inbox, but then you interview them and you hire them and you pay them. And we don't take a cut of any of that. If you're interested in more, I have, very similar to Russell's one funnel away, I have the one VA away challenge. So I will walk you through the hiring process and I guarantee you'll find a great person if you go through my process at one VA way. It's my process of how I hire great people. I never think, "I don't know if I'm going to find someone good this time or not." I'm going to find someone good. I know I am because I've done it so many times. Russell: So onevaaway.com? John: onevaaway.com Russell: Awesome, all right. And I'm going to product this. So obviously I have click funnels that whole business and there's support and there's team and everything. But we started building some of these side businesses and some fun projects I was working on and all of them have customers coming in now and customer support and all these things. And I was like, "Aaaa!” and so I asked John, I'm like, "Hey, what would you do if you're me?" He's like, "Dude, you're an idiot. Of course go to Online Jobs." So we did, sent them to the count, we hired three new Filipinos, they're on a Slack channel with us and they have access to our help desk. Our help desk has all these little sub companies we're building and they're cross-training on all the different products and they're awesome. Every morning they check it on Skype, like, "Good morning, we're here." And then they check out at night like, "We're done," and they have questions asked in Slack, and then they're just cross-training all of our products. And so we'll just keep adding more products in there and they're supporting all of them and it's amazing. And we've got three right now. We'll probably have more as we start growing and stuff like that. And I'm getting really excited about bringing in more to do more tasks. Everybody can do funnels. You guys are training now on a lot of them are doing funnels, a lot of them are doing copywriting, a lot of them are doing a lot of other stuff too. So anyway, it's exciting. So go to onlinejobs.ph or onevaaway.com. And with that said, hope you guys enjoyed this episode. Get your mind thinking about outsourcing and the Philippines and a whole bunch of cool things like that. So in fact, one time you gave me... So I've done this four or five times. We build up huge scenes. At one time I had this guy named Mateo we hired from the Philippines and he built a team of like 30 writers for me, back when we were doing SEO really, really hard. We were cranking on it. Anyway, it's fun to do and fun to learn and to get to know some really, really cool people. So anyway, hope that helps you guys appreciate you all and we'll see you guys on the next episode. Bye. Learn more about your ad choices. Visit megaphone.fm/adchoices

Enjoy another round of questions and answers during a recent Marketing Secrets Live episode. Register for the next Marketing Secrets Live episode at ClubHouseWithRussell.com Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- Russell Brunson: What's up, everybody? This is Russell Brunson. Welcome back to The Marketing Secrets Show. During this episode, you're going to have a chance to listen to some of the live Q and A. And this one got really fun. We had some really cool directions and angles that we went on. I think there's something for everybody through this Q and A, so hopefully you enjoy it. On top of that, don't forget: If you want to get your question answered live, make sure you subscribe at clubhousewithrussell.com. It's clubhousewithrussell.com. Go there. Subscribe to the room. And that way, you'll be notified the next time I decide to go live, and you can jump on and get your questions answered. These questions this week were really fun. A lot of different directions. I think you guys will get a lot of value from it. So that said, we'll cue the theme song. When we get back, we'll jump directly into the questions and answers. Yhennifer: Awesome. So our first guest here is Tracy. Tracy is guiding you with tax reduction strategies! All right, Tracy. Thank you so much for being here. What question do you have for Russell? Tracy: Hi, Russell! This is Tracy Lo, and I am so inspired by your stories all the time. I've learned so much from both you from afar, and also Myron. So my question is: How do you keep all your parts moving? Do you have a strategy for keeping your mental state as well as your philanthropy and your business together? What is your strategy? Russell: Oh, that's a great question! I would say I've been lucky, because when I first started this business, it was me trying to figure things out. And I was more chaotic than I am now. Anyone on my team is laughing, because they know that it's still kind of chaos. I think from the outside, things look organized, and things like that. But it's really surrounding myself with a good team of people. People who have a similar mission, who are trying to do the same things that we're doing together. It's having a good team of people. And then a lot of it is just figuring out how to build the things into your routines that'll get you the success you're looking for. Right? So for me, I know that for the first... ah, man... seven to eight years of my entrepreneur journey, I wasn't into health. And so I gained a ton of weight. And I had a... You know? I was more lethargic. I didn't even know I was unhealthy until I decided to start getting in shape and getting back in. And all of a sudden, by getting back in shape, it increased my energy. I felt better. And I was like, "Oh, my gosh! I need to weave this, now, into my routine to make sure I don't lose it again." So it became part of my routine where these things are all tied into it. Right? And so now it's easy, because it's just part of what I do. Mentally: "Okay. How do I stay sharp?" Well, if I'm going to be successful, I get paid to think for a lot of people. So if I'm going to be successful, my mind has got to be sharp. So I got to go listen to podcasts, and read books. And putting myself in situations where I can keep sharp and keep figuring out, "What's working today? What are the things that are working the best?" And so I figure out what all those things are, and then I put them into my schedule. I say, "Okay. I need to build this into my routine where I have time to listen to podcasts, or read books, or go to things that are going to help stimulate my mind so I can stay high there." And then charities. Right? When we decided... It's funny, because I get hit. I'm sure all of you guys here, you're hit by a million people wanting to... "I want to start donating money, maybe, to charities!" And for me, it's like, "I don't want to be the person that just gives money and then forgets about it." I want to make sure the things that I'm passionate about, so... Like Village Impact, we're very passionate about that. So it was like, "Okay. How do we make this part of what we do?" And so it wasn't just like... Give them a check, and then a year later, figure it out. It was like, "Okay. If we're going to do this with them, let's be very strategic about that." So I said, "Okay. Let's..." Todd and I, when we started ClickFunnels, we said, "Okay. Let's set up where every time somebody creates a funnel inside of ClickFunnels and it gets at least 100 visitors..." So it's a live funnel. "We'll donate a dollar to Village Impact." And so we started that seven years ago. And the first year, I think our check we gave them was... I don't know, $15 grand. And then the next year, it was $30 grand. And then $60 grand. And then $100 grand. So it gets bigger and bigger, but it's now part of the mission. So I don't have to think about it, because it's built into what we're doing. And now every year at Funnel Hacking Live, I'm like, "Stu and Amy, come on stage!" And we have a big old check. You know? Now, it's six-figure checks. And they get bigger. And it's eventually going to be seven-figure checks. But it's built into what we're doing, and so I don't have to think about it again. You know? O.U.R. is the same thing. We did the big launch where we launched with the documentary, and it did well, but then it wasn't consistent. So we're building a whole platform now that'll be a consistency thing, where it's now that... This mission is always being worked on, because there's a platform, and there's someone in charge of it. There's a team member who... that becomes their sole focus. And now it's weaved into it. So it's figuring out the things that are important to you that help you achieve the goals you want, and then figuring out... How do you weave those things into your routine, or your business model, or your whatever, so that it just happens and you don't have to think about it? Because it's too hard. We have so many things we're all doing. If you have to have the mental power to think about it every time, then nothing ever happens. So that's kind of how I do it. And I hope that helps. And it's also surrounding yourself by amazing humans who help fulfill those missions as well. Tracy: Thanks so much, Russell. This is Tracy Lo, CPA, passing the mic. Thank you. Russell: Awesome! Thank you, Tracy. Appreciate it. Yhennifer: All right. Thank you for being here, Tracy. Now we're going to go on to Jermaine. Jermaine is in the real estate industry. Jermaine, what question do you have for Russell? Jermaine: Hey, Russell! Hey, everyone! I just had a quick question. I was wondering... Well, I got two questions. The first one: I didn't quite catch that book that you recommended? Russell: Was it Atlas Shrugged? Jermaine: What was that again? Russell: Atlas Shrugged. Jermaine: Yep. That's it. Russell: It's a really big book, so it takes commitment. It's insanely big. But as an entrepreneur and producer, you will love it. Especially in the real estate market. Jermaine: Okay. And I also wanted to know... while I have you... I wanted to know: Throughout all your time that you've changed the world and inspired people, what was your biggest business challenge that you had to overcome? And how did you overcome it? Russell: Oh, that's a great question! You know what's interesting, is that at every level, there's a new challenge. And so it changes. And every time when you're going through it, it seems like the biggest thing in the world. And when you look back, it's like, "Oh, that was actually really simple." But in the heat of the moment, it's hard. For the beginning part, it was just me believing that I was worth it. Right? I was the kid who struggled in school. I was never that smart. The only thing I was ever good at was wrestling. And I'm trying to start a business, and then I had a million doubts of, "I'm not worthy. I don't know how to do this. I'm not smart enough. I don't..." At the time, I didn't like to read! You know? First, it's that mental battle. I think for most entrepreneurs when they start their journey, it's the mental battle of just believing that you're worth it, that you can actually do it. And so for me, that one took a while. And then when I finally was like, "Oh, my gosh. I'm not..." I always thought I was a dumb kid growing up, because I struggled in school. So I remember having the realization after I started having success. I was like, "Oh, my gosh. I'm not dumb! I can learn things! If I'm interested in the book, I can actually read it and enjoy it!" So that was the first big hurdle for me. Right? The next one was... As I got to a point in my business that was like... It was just me, and I was juggling a million things. I was like, "Okay. How do I... I can't keep doing this. I'm going to drown eventually." So I was bringing on employees to the team. And man, I can't tell you how bad I was at that! I hired all my friends. All my friends, I just hired initially, because I was like, "Oh. They're cool. I'll hang out with them!" So I hired all my friends. It turns out my friends are morons... No, I'm just kidding! Well, kind of. Some of them were... But no, I love them all. But it was like I hired all my friends, and they didn't know what to do. And I didn't know how to teach them. So I was like... Dude, I was working while they were all goofing off in the other room. And they wanted help, but I couldn't teach them, because I was too busy trying to make money to pay them. And so it took me years to figure out, "How do you get a team and get the right people in place?" And that was the next big challenge. Right? Then it was like, "How do you actually create something that's not just an offer?" Right? That could be a long-standing business. We tried for years to figure that out. And eventually, ClickFunnels was the business that became more than just an offer for me where it was like, "Oh, my gosh. This is a platform, something that can grow bigger." And then inside of that, there has been so many challenges. How do you scale a company like that? You know? How do you scale the support? How do you go from five employees to 500 employees? There's just different challenges to every step. And so I think that there's been a lot of them. But the biggest thing I would say is that the key that I find at every tier, the thing... It took me a while to figure this out initially. And now, I've gotten better at realizing, "Oh, the pattern to solve these is always the same." It is... You can call it "funnel hacking," call it, "modeling," whatever it is... is I try to always connect to the people that are a tier above me or two tiers above me. Right? So right now, we're trying to... I literally am paying somebody who's gone here, done this. And we do a one-hour call every other week with him. He's built multiple companies, software companies, to the billion-dollar mark. And so he's been down the path. And so we get on a call. I'm like, "Okay. Here's where we're stuck. What am I going to do? What would you do?" And I'm asking questions and modeling, like, "Hey. Show me three businesses that have done what you're talking about." And he'll show me. We'll find it. And we look at it, and we reverse-engineer it. We come back and apply it. And so the key is just really figuring out... It's modeling. It's figuring out who's already done the thing you're doing. Find that person. Pay them money. Get to know them. Join their coaching. But whatever it is, get around the people who have already done the thing you're trying to do. Because for them, it's simple. Right? For us, as we're going through it, it's really, really difficult. But the person who's already done it, looking back, it's simple. For me, now, the mindset and belief of, "I can do this," is simple now. I get it. I can help somebody with that really, really easily. Whereas in the moment, it was impossible. It felt impossible. Right? Launching a software company felt like an impossible moment, and now it's super easy. So it's finding people who... The thing you're struggling with now is super easy, because they've already done it multiple times. Getting around them. Hiring them. Paying them. And learning how to think like them. Right? It's always a shift in thinking and belief. And so it's coming back and saying, "Okay. I've got to think like them. I've got to believe like them." I think a lot of times, many of us... and I see this a lot with people who hire me... they hire me, or they hire a coach, and then they try to get the coach to believe or think like they do. And I'm the opposite: I'm not coming to you to try to influence your beliefs. I'm coming to you to change my beliefs. And that's a hard thing to do. Right? Our ego gets in the way a lot of times. So it's coming and saying, "Okay. I'm a blank slate. I'm going to do whatever you say." In fact, it's funny, because inside our community, we have the... Kaelin Poulin started it with the whole hashtag, #dowhatrussellsays. And at first, I was really embarrassed by it. But now, it's so cool! Because it's like, "Yeah. If you're hiring me to be your coach, just do what I say!" If I hire a coach, I just do what they say. I literally just... In fact, I'm working on my fourth book right now. And I have a quote. One of my friends wrote this in a blog post. He was talking about his morning routine, and why he does this really weird thing. And he says in the thing, he said, "People ask me why I do this." He said, "Because Tony Robbins told me so, and I obey all giants who fly helicopters and have stage presence." And so for me, it's always been this joke: Now, when I hire a coach, whatever they say, I say, "I obey all giants who fly helicopters and have stage presence." Right? If I hire someone, I just believe them inherently, because I did the work ahead of time to see if I'm going to believe them. If I believe them, I give them my money. And I do whatever they say, and I don't deviate from that. Right? So people in my world say hashtag, "#dowhatrussellsays." For me, it's hashtag, "#dowhatstevencollinssays." That's the guy who I hired right now who is mentoring me. Whatever he says, I just do it. I don't fight. I don't question. He's been there a million times. And so I just do what all giant... You know? I obey all giants with helicopters and stage presence. I obey whoever I pay to teach me something, because they know what I don't know. And so for me, that's kind of the process: Find the hurdle. Find out who's already done it. Get that person. And then obey them, and just follow what they say to a T. So I hope that helps. Jermaine: That made perfect sense. So you basically trust yourself, and then you do what your coaches say? Russell: 100 percent. Yep! I do the work ahead of time. Before I hire the coach, I got to make sure I believe this coach is right. But if I believe they're right, then yes, I just do whatever they say. And so I see people, sometimes, blindly will sign up for coaching, or they'll hire a mentor, or whatever. And then they just kind of blindly follow the person. The person might not be right for them. But I do the homework ahead of time. And then when I know, "Okay. I'm committed. This is the person." Then I go all in, and I just put on blinders and follow them. Jermaine: Got you. I appreciate that. What was that book again? I'm going to have to write that down. Russell: Atlas Shrugged. So the way to remember it is Atlas is the god that's holding the weight of the world on his shoulders. And the premise of the book is: The producers, the entrepreneurs, people like us who are trying to... We're literally holding the weight of the world on our shoulders. Right? We're creating companies. We're creating jobs, and doing all these things. What would happen if Atlas just shrugged and walked away from his responsibilities? So the book is about that. What happens when the producers get so much pressure from government and society where it's no longer worth it to them, so they shrug, and they walk away from their responsibilities? And so that's the premise of the book, which is so fascinating. I'm actually listening to it again right now, which is fun. But it's a 1500-page book. It's intense. If you listen to the audiobook, it's eight audiobooks. That's how big it is. But man, it's worth it! Jermaine: I'm going to grab both of them right now. I've got all of your books. I've been following you for a while. My favorite one is the DotCom Secrets. Russell: Oh, very cool! Thanks, man! I appreciate that. Yhennifer: Awesome! Thank you. Jermaine: You're welcome. Yhennifer: ... Jermaine. Thank you for being here today. I'm going to reset the room really quickly. We are, right now, listening to the Marketing Secrets Live podcast. This room is actually being recorded. Make sure you follow the house at the top so that you can get a notification when Russell goes live again here. Now, we are going to give the mic to Jeff. Welcome, Jeff! He is a product launch expert, has made over $8 million from 22 launches in three years. What question do you have for Russell, Jeff? Russell: What's up, Jeff? Jeff: Hey, Russell! What's going on, buddy? Russell: Good to hear from you. Jeff: So hey, being in your inner circle for the last five years, I've had the awesome pleasure of watching all the big house marketing initiatives that you've incorporated into the funnels that you and the rest of the ClickFunnels community launched, and also at your annual Funnel Hacking Live event with Village Impact and O.U.R., as you mentioned. So what's been cool to see is the more funnels and events you launch, the more you're able to give back, which is awesome. So how are you thinking about incorporating that live launch strategy that you've been doing with, perhaps, more of an evergreen launch strategy now? With things like OFA, your quarterly Two Comma Club Live virtual event, and now the DotCom Secrets Summit that you just launched, with some of these... trying to also bring in these new live launches. I know you have Funnel Hacking Live coming up in a few months. Can you just talk about... Each month, what are you looking at in terms of evergreen versus live? Russell: Yeah. That's a good question. That's something we could talk about for a long time. You know? I think it's interesting. I watch somebody like Tony Robbins, who... He does UPW four times a year. He does Date with Destiny twice a year. And he does these things. And he's been doing it live for decades now. Three or four decades, he's been doing these events. If you go to them, they're very similar every single time. And for me, it's tough, because if I go back and I teach the same thing twice, I want to pull my hair out! You know? And I'm like, "I don't know how Tony has been so consistent for so long." And so for me, it's like there's this blend. Right? There's things that... The DotCom Secrets book came from me from a decade of me teaching these principles. I was doing events, and speaking at other people's events, and teaching these principles. And finally, I was like, "If I have to tell this story about the value ladder one more time, I'm going to kill myself." Right? So that's when I finally was like, "I'm going to write a book." So I wrote a book. And it was like, "Here it is. It's now evergreen. I can give it to people. And I don't want to talk about this thing again." Right? A similar thing happened with Expert Secrets. And you were in the inner circle, and I was... We spent three years geeking out on webinars, and conversions, and psychology, and all this kind of stuff. And I was like, "I don't ever want to talk about this again." So I turned it into a book. And I was like, "Hey, there's the blueprint!" And so I look at the online stuff through a very similar way. Right? We did the Two Comma Club Live event that first time, and then my energy was there. I was excited. It was fun. We created it. We launched it. It was amazing! But then, I was like... For me, it's like art. I didn't want to just be like, "Hey, it's done!" And walk away from it. But I didn't want to teach it again. So it's like, "Okay. How do I turn this experience into something that's now evergreen?" That we can keep the message going on. Right? So that when I'm dead and gone, my kids can keep running the ads, and keep running the event, and it'll keep producing. Because for me, all the stuff we do is art. And so I want to sustain it. So I'm always looking: Is there something I can do that I can create it, but then it'll last? It'll live beyond myself. Right? If you've read Ryan Holiday's book, The Perennial Seller... In fact, he spoke last year at Funnel Hacking Live about that book. I was like, "I want you to talk about Perennial Seller!" He was like, "I've written eight books since then!" I was like, "I know, but that's my favorite one! You've got to talk about that." But in Perennial Seller, he talks about the difference between art that lasts forever versus stuff that happens and is gone. Right? A good example is in movies. Right? Avatar, for a long time, was the greatest selling movie of all time. But if you ask someone to quote an Avatar line, there's not a person on this Earth who can remember anything from that movie. Right? It was a great seller, but then it died. Right? And so many people in our industry do a big sell, and then it dies. And it disappears. Versus you create a movie like Star Wars, where it lives beyond itself... It has legacy. It's a perennial seller. It'll continue to do well for a million years from now. Or you have TV shows. Right? You look at Seinfeld versus Friends: Friends was very much successful in the moment, but then it hasn't lived on as well as something like Seinfeld, which has lived on in perpetuity for so long. Much more of a perennial seller. And so I was always trying to create things that could be perennial sellers. And so when I do do something like that where I think it can last beyond itself, where things are strategic enough that they're not tactical, and they're going to change. Where they're strategic and we can do it, I want those things to live forever. So again, that's the Summits. That's the Two Comma Club Live, and things like that. But then we have our big hits. Right? Funnel Hacking Live, it's a big show. It's what's working now. You know? We put all this energy and this effort into it, but we know it's a one-time show. Right? And it happens. It's done. It's over. And then next year, we're going to plan a new one. And we can't evergreen Funnel Hacking Live. Right? It's a little bit different. And so it's just looking at those kind of things. You know? Sometimes, you're going to have an Avatar hit. And you should totally go and take the 100 billion dollars it makes and cash it, because that's awesome. But other things you create, you want the longevity. And so for me, that's how I'm looking at things. It's just like, "Okay. What things have longevity? What things do I want to be a perennial seller? What things do I think can last just beyond a product launch or beyond a thing?" And as soon as it's done, then it's like, "Okay. How do we morph that into something now that can last beyond the moment?" So that's kind of how I look at things in my head, how I figure things out. And then on top of that, it's just... You know? We're still kind of figuring it out. So some things, we're finding that we launch and we make the perennial version, they don't last long. They're still there. So people can find them, but they're not... The longevity is not there. We can't continue to buy ads to it. Whereas One Funnel Way, it's crazy! To this day, One Funnel Way has been running almost three years now. We fill up 1500 every two weeks to a 100 dollar, paid challenge. And it continues to convert. It continues to work. It continues to... That one is, of all the things we've done, the most perennial, and just continues to work. And I wouldn't have guessed that going into it until we tried to make the evergreen version. And it kept working. And it's like, "Oh, my gosh! This is amazing!" So yeah. I don't know if that answers the question. But kind of... That's how I think through things, and how I'm looking at stuff. Myron: Can I ask you a question about that, Russell? Russell: Yeah, Myron! I'd love to. Myron: What advertising methodologies are you using to put 1500 people in a challenge every two weeks? Because that sounds phenomenal! Russell: Yeah! A couple things: Number one is we pay 100 percent affiliate commission. So the only people who go through it refer people, and it's 100 bucks, and they get 100 percent of that 100 bucks. Number two is that I can spend 100... I can lose money. So I can spend 150, 200 dollars to sell a challenge. So I can spend a lot of money to do it, because again, 100 percent of the money goes directly back into advertising. We're not trying to make money on the challenge. As you know, all the money is in the back. And amateurs focus on the front end. So we liquidate it. 100 percent of our money goes into the ad spin. And number three, I think, is just... The message is right. For some reason, that message, it lives long. Right? The people, if it's their very first time... You look at the headline. It's like, "If you want to launch your first or your next funnel." So if it's their first one, it's like, "Oh, this is going to help me." Number two, it's like if you've launched a funnel but, "I need to go back and do this again," it gives you a chance to review it and go back through it. And I'd say the last thing is we weave that theme into all of our offers now. If you look at everything, every offer leads back to OFA. You buy all my books? OFA is in that sales flow. You do one of our challenges, it leads back to OFA. So it's weaved into everything now. So it's plugged into the back end of everything we're doing. And so no matter what somebody buys, all roads lead to the One Funnel Way challenge eventually, which is pretty cool. Myron: Wow! Russell: Yeah. And we're working on, now- Myron: Great stuff. Russell: We're working on a One Funnel Away e-commerce version of the OFA challenge next, which I'm really excited for as well. So anyway- Dan: And you do that live every two weeks? Russell: So I don't. I recorded it live once. And we have a team, now, though. So we have a team of... One person runs it, and three or four coaches. And so every week, they reset a new Facebook group. And then they're in there full-time answering questions. And then they stream. The trades that were live at one time, they stream them into the Facebook group. And all the interaction happens there. So it feels very alive. People know it's not alive, but it feels very live. It's executed live. It's not like logging the members in and watch... Day-one videos. We try to replicate the experience as close as possible. And again, it's not just like, "Go watch this video and hope for the best." Literally, they watch the video, and then there's coaches in there who are answering questions, who are getting them to do the homework, who are... Full-time, their job is in there, now. Because it's been so profitable for us, man, we left... I always tell people: One of the biggest problems that us entrepreneurs have is we create something and then we move on to the next thing. And OFA was the first thing that our group created it, and were like, "There's something magic here." And we left somebody behind. So Shane on our team, we left him behind and said, "Your job is to continue to make this better and to run it." And then he hired three or four coaches, and now there's a team of people who, full-time, all they do is make sure OFA is happening, and it's consistent, and it works. And because we left somebody behind, that's why the fulfillment continues to improve week after week, although I'm not creating new content week after week. Dan: And it converts similar with the streaming replay as it did with you doing it live? Russell: Yeah. Yeah. Dan: That's- Russell: It was easier to sell people in initially: "Yeah, go sign up for it! Go to onefunnelway.com and watch the process!" But yes- Dan: That's what I'm going to do right now. Russell: 100 percent. 100 percent. And like I said, three years, we've been running that thing. We launched initially, and then we did it live again four or five months ago just to kind of refresh the whole thing. But other than that, it's the same thing. And it runs on autopilot. Dan: And the affiliate aspect is really important, because everybody that comes in, you then say, "Hey. Do you want to make money? Did you love this challenge? Bring somebody in." And they get a commission. Can I just ask one question about that? Russell: Yeah. Let me give one clarity, and then ask the question. So the clarity is- Dan: Yeah. Russell: also right when they first come in. It's like, "You paid 100 bucks for this. Do you want this to be free? Invite a friend." It's right when they sign up. It's like, "Bring by a friend," and now it's free for them, because they just get one person to sign up, and now it's free. Dan: Okay. That... Okay. So that's my question, is: You guys have really, truly went just deep in the affiliate game. And I almost feel like, sometimes, going all-in on the affiliate game is like... I'd rather pay my customers and my clients than pay Zuckerberg. Do you know what I mean? Honestly! And so my question to you, on that, is: How do you train somebody who is a normal customer, who is not an affiliate or a traditional super affiliate, to actually refer people to you? Obviously, you have to tell them, "Hey, here's how you refer people." What's your best tip for that? Russell: Yeah. The best tip is you have to think about it differently. A lot of people are thinking about, "I'm going to make him an affiliate, and teach him about affiliate marketing!" And the average customer, they're not going to be an affiliate. Right? You look at... The people in e-com space do this really well, a lot of times, and other places, where it's... The position is not how to make a bunch of money as an affiliate. The position is, "How do you get this product for free?" Right? It's like, "Hey. You get three people to sign up for this, or..." You know? Whatever. For me, it's like, "You get one person to sign up, and now it's free." That's how you position it. And they're like, "Oh, my gosh! I can tell my brother!" And then, "I'm doing this challenge, too! I'm going to invite my friend, and I actually get paid for it?" And so you get them passing it around. They're not looking at it as a business opportunity as much as, "How do you get the thing you just bought for free? How do you get your money back very, very, quickly?" That's the shift. Right? Because they're not going to go sign up 100 people, but they are going to get one or two. Right? And if every person brings in one or two, it becomes this self-fulfilling machine that just keeps growing, and things like that. And so it's just looking at it differently, and just showing... That's the positioning. Right? It's not how to be affiliates. It's, "Get this thing for free by telling three people to-" Dan: So you're not giving them any sort of extensive training? You're just pretty much hoping that one customer will refer, maybe, a couple... few... people. But it's a consistent thing, rather than, "Hey. Here's this training on how to refer more people." And you... But- Russell: Yeah. Because they're not going to buy ads. They're not going to... They don't have an email list. But they're going through this. They believe in it now, and they don't want to feel dumb. And it's like, "If I can get my friends in this and do it together, now it's a fun thing. And we can study together." And that's the- Dan: Oh, the accountability! Oh, my gosh! That's so good! Okay. All right. That was awesome. That was gold. Russell: Awesome. Yhennifer: Light bulbs are going off here! I love it! I hope everyone is taking notes. I want to add one more thing to the OFA stuff, Russell, if it's okay with you? Russell: Yeah. Yhennifer: Because I see what goes on in the Facebook community, and I just wanted to add that people sometimes buy the OFA more than once just because they want the accountability of the coaches. They come back. They see that it has so much value that they're like, "100 dollars? I'm in!" So we also see that as well. Russell: Yeah. The OFA lifers, it's almost a continuity program. They re-sign up every single month, because they don't want to lose the connection with the team! Yhennifer: Yes! Yes. It's amazing. So if you have not done the One Funnel Way, go to onefunnelway.com. It's an awesome, awesome offer. Yhennifer: Okay. We have one more guest here, Michael Hoffman. He's a digital marketer and an owner of a digital media agency. So Michael, what question do you have for Russell? Michael: Hi, everyone! Thanks so much for having me up here. Russell, thanks so much for providing all the value. You mentioned something before, that there was this hashtag, "#dowhatrussellsays." And earlier this year, I read Traffic Secrets, started my podcast. The other day, I finished your new Expert Secrets. I'm going to work on my weekly webinar now. So doing what Russell says actually works! So my question is a little different, and more mindset-related. You have an extensive past in... almost professional sports. You were a wrestler for many, many years. And you made that transition into entrepreneurship. And I have a past as a professional basketball player, and also transitioned into... first, to a full-time job, and then entrepreneurship. And for me, it was a very difficult time to shift my identity. And I just wanted to get your... yeah, basically... experiences on how you experienced that phase, to transition from full-time sports to entrepreneurship, and what helped you to complete this identity shift? Russell: Oh, very cool! It's interesting. I think... Not always, but I feel like athletes often do really good in entrepreneurship. And I think the reason why... I've thought about this a lot... It's because for me, with wrestling... I'm sure it's the same for you with basketball... Every day, for me, I'd step out on the mat. And there was the guy I'm going against. And we'd wrestle. And a lot of times, I lost. A lot of times, I won. But I got used to failure, and it didn't destroy my identity when I failed. Right? I feel like a lot of people get into entrepreneurship, and they're so scared that if they try something and it fails, that it means that they're a failure. Versus in wrestling, I'd fail, and I'm like, "Cool! Now I know how to beat this guy!" Watch the film, figure it out next time I go back, and I try to beat him again. Right? And it's a different mindset where failure meant I could learn something, versus failure meant I was a failure. And I see that so many times in entrepreneurs, where they'll sit in club house rooms, or podcasts, or read books for years, and years, and years, and never do anything, because they're so scared of that failure. Whereas athletes have experienced it. You know? I lost tons of matches! You know? So I'm used to that failure, and I'm okay with it, and I don't label myself as a "failure." So I think that's why athletes do well, just because they have had that experience. But on the other question, that identity shift: So it was interesting. So my wrestling career, that was my life, as you know. It was probably similar to you. I was a wrestler. If you asked me, "Russell, what are you?" I'd go, "I'm a wrestler." And so I was. And I wrestled all the way through college. And I remember at the end of college is when I started learning some of the internet business and figured things out. And my senior year, I ended up losing the Pac-10 Tournament. I thought I was going to go to Nationals and place. And I had... My entire life, I was focused on this goal. And I ended up losing the Pac-10s and not qualifying for the National Tournament my senior year, which was horrible for me. Right? My entire everything just stopped. I remember sitting there on the side of the mat crying, and just... "It's done. I can't even achieve my goal if I wanted to. It's gone! There's no..." It was weird not being able to achieve a goal. And I remember, luckily for me, I had this entrepreneurship thing happening at the time that I was learning about. Because if I didn't have something, I think I would have gone into this downward spiral of depression just knowing that the thing I'd been dreaming about for 20 years, I know longer... It's physically impossible for me to do, now. It's out of... It's impossible. And so for me, luckily, I had this business. And I started focusing my time and energy there. And it gave me something to do, to focus on a new goal. And that was the big goal, the big thing. And so, because I was able to transition pretty easily... Because I had just... I was trying to avoid the pain of my old identity dying, and so I had to shift over here. And so I think, for people who are making that transition, it's... I mean, you used the word "identity shift," which was the right word. Right? It's like you have to shift that identity. And I don't know how to... I mean, in fact, we have Anthony Trucks, who is going to be speaking at Funnel Hacking Live specifically on identity shifting yourself, which I'm excited for. He's geeked out on this at a level that I don't think anyone else really has, and so it's going to be fun to have him go into it on the process. Because I don't know exactly what the process was, other than that I knew that I shifted. And then I started looking at it like a sport. I said, "Okay. What's the goal? What am I going to win?" You know? "Who are my teammates? Who do I got to get to know? Who are the competitors? Who do I have to beat?" And I just used the same mindset. And I think that a lot of people come into business, and they look at it different than a sport, which is interesting when you look at it. It's like, "Oh, I'm here to..." You know? I don't know. I did a podcast three or four years ago. I still remember where I was at when I recorded it, because when we came out with ClickFunnels, for me, it was... It's a combat sport. I'm looking: "Okay, who are the competitors? Who are the people out there?" And at first, it was like, "Leepages! That's who I have to beat!" Because in wrestling, that's what I did: "All right. Who is the guy that I got to beat?" I looked at him. We studied film. We figured it out, and we got to the point where I could beat that person. And we found the next person in the next tier up. We found the person, identified the target, reverse-engineered their style, and learned how to beat them. And so for me, it was the same thing. Leepages was the first person on our hit list. Right? So we came out. And those who were around when we launched ClickFunnels, it was very aggressive. It was not... You know? I was like, "This is our competitors. We're going after them." And we went after them. Then we got to the point where we beat Leepages, and we passed them. After we passed them, it was like, "Hey, who is the next competitor?" For us, it was Infusionsoft. And I was like, "There's no way we can beat Infusionsoft. They're huge!" But I'm like, "That's the goal!" And so we figured out who they were. We reverse-engineered it. You know? Went after them, and ended up far surpassing them. And it was interesting, because I remember the CEO and me... He's a really nice guy. But he messaged me one time, and he asked me... He was like, "Why do you hate Infusionsoft so much?" And I'm like, "I don't hate you! I'm grateful for you! You're the person..." I needed somebody to get me motivated. Otherwise, as a competitor, if I'm just... I'm not here just to make money. That was what inspired. It inspired me. It was the victory, trying to figure out the next person who we're going after. Right? And I told... It's kind of like that scene in Batman, The Dark Knight, where Joker asks Batman, "Why do you hate me?" And he's like, "I don't hate you! You fulfill me! I need you! Without you, there's no me!" Right? And so for me, that was the transition. It was like... I didn't take the competitiveness out of me. I kept it. Everything I did that drove me in wrestling, I kept that. But I focused it over here in business. And so the identity shift wasn't huge. It was just a different game. Right? Same athlete. Same competitive nature. Same everything. But the game was different, and so I had to figure out the game, figure out the rules, figure out the players, figure out the competition, and then make it fun for me. And so for me, that's kind of, I think, how I was able to make that transition. Yeah. I don't know if that answers the question. But that's kind of the mindset behind, for me, how I was going to make that transition. And at Funnel Hacking Live, Anthony Trucks will show us the actual process to shift identity, which I'm so excited for! Michael: Awesome! Thank you so much! That was really helpful, just listening to your experience and hearing it from someone else. And I like the competitive aspect, and the perseverance that we have as athletes to transition that into entrepreneurship. Russell: Yeah. Well, very cool, man. Thanks for jumping on the show. I appreciate it! Yhennifer: Awesome! Thank you, Michael, for being here. And Russell, I think that wraps up our Marketing Secrets podcast today! Russell: How fun! Well, thanks, you guys, all for jumping on and hanging out. We're going to continue to do these. I'm having fun with it so far. So hopefully, you guys are as well. For those who are listening to the recording: If you want to make sure you get on the next live one and maybe get your question answered live, go to clubhousewithrussell.com. That'll redirect you to our clubhouse page. Go follow the room, and we'll do this again soon. Thank you for all of our guest speakers who jumped on: Keenya, Dan, and Myron. I appreciate you guys jumping on and sharing your thoughts, as well. Hopefully, some of the conversations we had were stimulating and helped you think about yourself, think about your charity, think about your funnels, all this stuff. Hopefully, you guys enjoyed it. If you did, let us know! And if you want to hear the recording of this, make sure you subscribe to the Marketing Secrets podcast on any of the platforms. We're there. Probably in the next week or so, it'll go up live there, and you can go and re-listen to all the stuff we talked about. So thank you Yhennifer for all the time and effort you put into it, and everybody else here on the clubhouse team. I'm grateful for everybody. And with that said, I guess we'll see you guys all on the next episode! Learn more about your ad choices. Visit megaphone.fm/adchoices

On this episode of Marketing Secrets Live, Russell explains how he feels about charity and how to reconcile it with your own thoughts and beliefs. Don’t miss the next Marketing Secrets Live episode! Register at ClubHouseWithRussell.com Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- Russell Brunson: Good morning. Good morning. This is Russell Brunson and welcome back to the Marketing Secrets Podcast. Today, we're going to be sharing you guys another clip from the Marketing Secrets live show, if you're not in live show yet, make sure to go to clubhouscewithrussell.com and register, that way you can be at live ones next time. But this episode, I talked about something that I struggle with back and forth in my head. I don't know if you guys do as well, but if you do, this will hopefully be conversation, we'll make it fun for you. I'm talking about charity, obviously we know that when we do charity, we shouldn't be flaunting it, but at the same time when we do talk about charity, it inspires other people to do it and so, what's the balance of it? What's right? What's wrong? What should we do? What should we not be doing? I'm open to this conversation. I don't know the answers, I'm just going to share some of my thoughts. At the end of this episode, Myron Golden jumped on and dropped some of his thoughts, which were pure gold and so anyway, with that said, hope you guys enjoyed this episode, we'll keep theme song and we'll be right back. Okay. With that said, I'm going to jump into the thing that has been on my mind a lot lately and this is something that I don't know the answer to. So, I'm just going to kind of go down a path that, and who knows where it ends up, but hopefully get you guys thinking. So, what I want to talk about is, is charity and using charity in our business and our marketing and how these things all fit together. Because I have an internal dilemma with some of it sometimes, on a couple of different sides, so I'll sit back. I remember, and I would try to find the story last night, I looked through five or six books and I couldn't find it unfortunately, but the gist of the story was there was this man, right? And he was super charitable and he had a lot of money and did all these things and he donated money to this thing and so they named a building after him. He donated money to this thing and so they named a thing after him and all these different things, right? And he had been super charitable his whole life and he ends up dying, going up to heaven and he's sitting there with God and God's like, yeah, well, you did these things, but like, you got your name on a building, you didn't do anything truly charitable. You're doing these things because you were trying to get something in return, right? And I remember reading that back, man, this is almost 20 years ago I read that and I wish I could have found the actual story, but having that feeling of like, okay, If I'm going to do charity or give or whatever, I got to be very careful about that, right? And then, last night when I was doing my research trying to find the things I want to talk about, I actually found a really cool scripture that's been in my head a lot. And I want to share this because this is going to give you some context to what I want to just put out there in the world for you guys. And it's Matthew chapter 6, it's the first couple of verses here and this is Jesus giving his Sermon on the Mount and, if you haven’t read the Sermon on the Mount, come on now, probably the greatest presentation of all time, right? And this is what he said, he said take heed that you do not your alms before men to be seen of others, otherwise you have no reward of your father which is in heaven. Therefore, when thou do sign alms, do not sound a trumpet before thee, as the hypocrites do in synagogues and in the streets, so they may have glory of men, verily I sent you, they have their reward. But when that does arms, let not thy left hand know what thy right hand doeth. And so, man, I hear that and I was like, oh, this is scary because I think about the things that we do inside of our business that are charitable, right? We village impact, we donated tons of money there. We built schools, we gone to Kenya, we've done those things, but then I come back and I share it, like tell everybody about it, right? We're operation to go on railroad and we've raised millions of dollars, we've helped save children and it's like... And I have this dilemma. I'm curious if you guys have had that dilemma in your head as well. Okay. I want to do good, but if we talk about it, then the core right here, verily, I say to you then you have your reward. If I talk about it and people are like, oh, good job, you're doing these charitable things like... Your reward is the praise of man, right? And so, you have it there. But, at the same time, if we don't talk about the things we're doing, then might nobody else does it. The fact that we did the, with Operation Underground Railroad, the documentary. We shared it in Funnel Hacking Live, we raised a million dollars year one, we did it again year number two. We talk about these things, we showed the good that's happening. What happens is, it inspires other people. I watched it, because we did the OUR documentary, raised a million dollars in Funnel Hacking Live, Orlando. After that, there are probably a dozen or so people in the ClickFunnels community who went and went with Tim Ballard, took in his events or took them to their events, they showed the documentary and then they raised hundreds of thousands of dollars at their events and then, from there, it kind of spiraled down and all of a sudden the message got bigger and more people shared it. And so, for me, I had this internal conflict, right? Where it's just like, man, I want the blessings of charity, but also, if I'm going out there and being charity because it's going to increase my conversion rates or get people to like me more, whatever. Then I keep having this thing going through my head where Christ literally says, verily I send to you, they have their reward. Russell, you have your reward. And so, I have this conundrum and so I wanted to bring up to you guys, just for you to think it through it as well, right? And I'm going to tell you kind of how in my mind, I've come to settle it and I feel comfortable about it and just wanted to put this out there, because I think a lot of you guys either do charity or you want to charity and you have the same apprehension. What do we do? What do we not do, right? And I remember actually, man, when was it? Two or three months ago, I had a chance to go out to Tony Robbins. We did a little mastermind group for all the people that are top 10 in the product launch they did. And so, we had a chance to go, we were in this little, on his stage in a little room with everyone who was a top affiliate and we each had a chance to ask Tony a question. And I'm not going to tell you what my question was yet, we're doing a whole vlog about it. In fact, in Funnel Hacking Live, we'll show you part of that blog because what he shared with me and what we talked about was insane and you guys are going to love it, but I can't ruin the surprise yet. So, I can't tell you that. But one thing he said during that, during this interaction, I can't remember whose question it was or something, but he said he struggled with the same thing as well. He's like, I didn't want to publicly talk about the charity things I was doing, but he's like, but when I did, I found out other people got involved and other people got inspired and then it grew and did more things outside of just me, right? So, that was one thing that Tony talked about and you look at Tony, he talks about charities, right? Tony is the number one donor for OUR as well as a dozen other charities, right? He feeds a billion people a year and all these things. And he talks about those things and I think I've struggled in the past too, of like, oh, he's talking about the things, he shouldn't be doing that because that's his reward, is people thinking he's cool, right? And I have this conundrum. The other thing is interesting. I thought about this a lot when I read Atlas Shrugged and some of you guys heard me and Josh did a four or five hour long podcast episode about Atlas Shrugged. If you haven't read that book, man, as a producer, as an entrepreneur, you should read it, it'll be inspiring for you. But, it was talking about in that book, I can't remember where or what, maybe it was the thought I had, but talking about, even like, when I go Downtown Boise and I see people that are homeless, they're sitting there, right? And we give them money or we buy them food or something. I'm still getting a reward out of that, right? I give somebody money and I feel good about myself, I'm like, oh my gosh, I got value from that person, right? Even someone who's begging, when you transact, you give them money, you give them food, you give them a home, you give them something, the feeling you get, you're still getting value out of that, right? So, it's like no matter what you do, I feel like I'm getting a reward ahead of time. And so, there's the conundrum in my head. So, I kind of set the stage for that and I want to step back and just kind of tell you guys how in my mind I justify things, how I think about things and hopefully it'll help any of you guys who are struggling with this or thought about this or now maybe you're going to start thinking about this, okay. So, for me, in my mind there's different ways that we can all serve, right? In different ways that I serve. There are things like, the two big charities that we support inside of ClickFunnels are Village Impact and it's Operation Underground Railroad. In fact, some of you guys, if you've been to Funnel Hacking Live, you heard me talk about this before, but we have a non-profit called Liberate and Educate. And the reason why is, because if you look at what we do as a company, ClickFunnels our mission, right? Is literally to liberate and educate entrepreneurs, we liberate them by giving them software and tools and making them free, right? And then we educate them, so they have the education they need to be able to do it, right? Dan, for example, insanely talented person and he was struggling, came back, read .com secrets, he got the education, right? He used ClickFunnels, he liberated into programming, we liberated and educated, and boom, he's talked about 25 million in four years later, right? We liberate and educate entrepreneurs, and so that's been kind of our mission from day number one. But then we came back and the first few Funnel Hacking Lives, our focus was focusing on Village Impact, which is a charity that Stewart McLaren and his wife started. And I've had a chance to go to Kenya three or four times, we built schools out there and that was always like a thing that we did. And then, Funnel Hacking Live, Orlando's when we introduced Operation Underground Railroad. I remember after FHL, Orlando, which was, I'm bad at years, I think it was 2018 or something. We were in Kenya and I was sitting there hanging out with the kids, we were doing the service stuff and I was sitting there and I was like, man, these are two amazing charities, how do we tie these things into the ClickFunnels mission better? And literally, as I'm sitting there, the phrase that entered my head was liberate and educate. And at first, I was like, yeah, that's what we do for entrepreneurs and then I was like, oh my gosh, that's how these two things tie into our charity for ClickFunnels. We liberate children from sex, slavery through Operation Underground Railroad and then we educate children through Village Impact. I was like, liberate and educate, I'm like, oh my gosh, our social mission is the same as our public mission. And so, I became thinking again, we create a non-profit and this is our thing, right? But for me, I look at this Liberal and Educate, this mission, right? We're trying to do these things and I try to make it as public as possible, knowing full well that I don't believe that I'm going to get rewards in heaven or whatever. My reward from Liberal and Educate is that it brings our community together, right? People see the fact that we're giving and we're sharing, and it gets other people to give and share and we're very public, we're very vocal and very big about that, right? And in my head, I fully believe that, again, verily I say unto you, they have their reward, I have my reward. My reward coming from that is, I get to see the children, I get to see the impact, I get to see our community get involved, I get to see these things and that's my reward, right? And maybe someday it will be rewarding having sweet bonus points, but I'm not expecting anything from that at all, right? Because it's very public. And so, for me, it's like, I'm able to look at the scripture and say, okay, I'm literally doing my alms before men and I'm being seen of others, I'm doing it because I want to inspire them and I want to have that impact and so, I'm looking at that as like, these are my charitable missions, my reward is the benefit that the other people getting involved and I get that feeling and that's my reward, right? But, because also I don't want to get to heaven someday and the Lord being like, hey, this is the deal, your name's on a building here, you got this thing over here. Yeah, you did get stuff, but you did it with an ulterior motive. I understand, I have ulterior motives in my charitable, that everybody can see, right? And so, for me, I'm like, I have to have charity in a way that people can't see, otherwise, I don't know, for those who are Christian or believe in God or you whatever, this is probably something that weighs on your mind, at least it does for me. And so, and if not, that's totally cool, you should still worry about it too because it's important whether you believe in it or not, but I'll leave that for another discussion for another day. But, what I wanted to just kind of think about is like, there's things that we have to do privately as well. And so, I'm not going to talk about those things, but I do things privately that I don't talk about, I don't share, nobody ever sees, because those are the things that I'm trying to do to be actual charitable. I almost look at these other things aren't really charity because I'm getting so much value out of them personally, that it's not really a charitable contribution, right? I'm doing it because it feels good, because I'm inspiring others, because I'm saving children, because these things are happening and that's my reward and I'm cool with that. There's other things that we do that are private that no one hears me talk about, I'm not ever going to share, I'm not even going to give you a list of what those things could be because I don't want... I want to make sure no one knows, but I want, for all you guys listening to at least as you're thinking about this in your business and in your life, I feel like it's okay to share things as long as you understand that's the purpose, that's the value you're getting in return, is the fact you're able to share and you're able to do those things. And I would recommend having stuff private that you don't talk about, that you don't share, that you keep to yourself because Jesus told us on the sermon on the Mount, that that's what we should do and so, I believe that's very important as well. And so, anyway, that was the podcast I wanted to share publicly today because it's been on my mind, I've wanted to do a podcast about this for man, probably five or six months, I keep thinking about it and then yesterday they asked me if I wanted a topic ideas for this podcast episode, I'm like, you know what, I'm going to just dive into it because it'll force me to actually not to be nervous to talk about it. But I think it's valuable, I think it's important, especially for anyone who's like me, who's thinking about these things and trying to figure out like, man, how do I consolidate these things? How do I tie these things together? Because I want to give, I want to be shared and I want to inspire other people to do it as well, but I also don't want to be in heaven some day and he's like, hey, you had your reward, you're good to go. I want to be able to have both sides of the coin and so, that's kind of how, I don't know if rationalization's the right word of how... In my mind, it makes sense to me and why I'm going to be as loud as possible about our social mission, about Liberating and Educating, because I'm getting my reward, it's okay and I want those things to go on and inspire, I want to get you guys to be doing those things as well. And one thing Tony told me, in fact, if you watched the Funnel Hacking Live sales video for, it's the after movie, so the Orlando... I was the Orlando Funnel Hacking Live that Tony told us to meet, but then we showed it, it was the sales video for the first Nashville event. So, if you go to funnelhackinglive.com and scroll down, all the sales videos, we call them the after movies, are down there, just lower down the page because they're still going to want to... I want everyone to be see, if go down and scroll the one, we see the footage from Orlando, but the end of the video, sales video ends and then it comes back and there's this little moment that Tony and I had behind stage, it was really, really cool. And Dan happened to capture it, so the end of the sales video. And what Tony said, he's like, not only am I proud of you for giving, because that's cool, but he's like, you're inspiring these entire group of people to become givers as well and he's like, that's what it's really all about. And so for me, the Liberate and Educate is all about inspiring you guys to be givers and to try to share your means, right? Making money is awesome, sweet, we can buy houses and boats and cars and all these kinds of things, and I'll send them, those things don't matter as much as what are we doing with that? What kind of... How are we trying to change the world with it? I'm a big believer in that, some people may not be, but I think it's essential and so. Anyway, that's my goal with Liberate and Educate, inspire you guys to be givers and then this podcast episode is to help you understand, it's okay to talk about those things, but man, I would recommend doing things privately as well because, yeah, because that day, when we come to... When our life's over and we have that chance, I want to make sure that he doesn't say, you had to reward, I want him to say, man, I wasn't expecting that and that would be special for me. So, that's the podcast episode for today. Myron Golden: Hey, Russel? Russell: Hey, Myron. Myron: Do you mind if I chime in on that just a smidge? Russell: I would love for you to. Myron: Because I think I can add a little bit of value to what you just said, I think everything you said was phenomenal. But in the context and according to the meaning of the words, I think the word that you were looking for was, how do I reconcile these things? Russell: Yes. Reconcile. Perfect. Myron: Yeah. And so, the way you reconcile them is, you have to note when you're studying Bible verses, you have to do keyword studies. And I know this isn't a Bible study, but when you understand that the key word in that verse that you mentioned is that, that's the key word, that. Make sure that when you give your alms, you don't do it that you may be seen of men. In other words, the motive that you have should not be, there's nothing wrong with people seeing you give, there's nothing wrong with you telling people that you're giving, if you're telling them to give, that you gave and to inspire them to give, as long as your motivation for the giving is not that people see you and think you're awesome. That's the actual interpretation of what it means when Jesus said, don't give your alms that you may be seen of men. So, I think what you've done with OUR is phenomenal, I think thousands of people have been contributing to OUR because of your example and because you put it out there, but your motivation wasn't that people would think you're cool, right? So, I think that's the key to understanding and reconciling, how do I give and inspire people to give without making me a big deal, so that's all I wanted to share. Russell: Oh, it was amazing. Myron, you're the best. Thank you for sharing that and yeah, that was amazing. Learn more about your ad choices. Visit megaphone.fm/adchoices

Welcome to another guest edition of Marketing Secrets Live! Russell talks to Keenya Kelly about Tick Tock, Myron Golden about challenges, and Dan Henry about high ticket sales. Don’t miss this value packed episode! To be on the next Marketing Secrets Live episode, register at ClubHouseWithRussell.com Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- Russell Brunson: Everyone welcome to the marketing secrets live show. I'm so excited to be here live with you guys. This is kind of a new format we've been doing for our podcast. And if this is your first time on, welcome. If you were listening to the recordings of this later, and you want to come on one of our live shows, make sure you go to clubhousewithrussell.com and come and sign up for the Marketing Secrets Live Clubhouse room. And this is where we're kind of hanging out once a week or so. And it's fun because this format's been different. I've had a chance to bring in speakers and find out their number of marketing secret. Then I have a chance to share the coolest thing I'm thinking about at the time. And then we open up for Q&A at the end. And so those who are live, get your questions ready. We're going to do a Q&A at the end. Again, if you're listening to the recording on the actual podcast, make sure you go and register for the live shows at clubhousewithrussell.com. It'll be a lot of fun. So today we've got a couple of guests I'm going to bring them on here in a second and share their number one marketing secret. But before we do that, of course, we got to lead off with the marketing secrets theme song. So let me queue that up. When we come back, we'll jump right into to our guest panels. So here we go. All right, welcome officially now to the marketing secrets live show. Yhennifer, excited to have you here as always, helping me kind of co-host this and get things kicked off. Looks like our first guest isn't here yet, but I would love if you want to introduce the first guest that we're going to be talking to, and we'll just jump right in if you want to. Yhennifer: Awesome, let's get the party started. Before we introduce our guests, we want to make sure that you guys that are here on this episode, that you click the little plus sign in the bottom and invite your friends. Also, a reminder, we are recording this room and don't forget to follow the speakers on the stage and click the little monopoly house on the top and follow the Marketing Secrets Club here so that you can get a notification where we go live again. So our first guest speaker is miss Keenya Kelly. Kenya is the CEO of You Brand It, a video marketing consulting firm in San Diego, California. She is a strategist. She is the TikTok queen, and she's been a member of the funnel hacking community since 2017. Welcome Keenya and Russell, I'll pass it on to you Russell: Keenya. So excited to have you here since 2017. That's crazy. You've been around for a long time. I've been watching you for a long time closely for the last probably two or three weeks, which has been so much fun. So excited to have you on the show first off and welcome. How are you feeling today? Keenya Kelly: I am feeling super good. I'm actually in Mexico celebrating my 40th birthday. So I'm feeling real good. Russell: Very cool. Congratulations. Happy 40. I hit my 40th last year. So far, I remember when I was a kid, I thought when my parents turned 40, I was like, "They're almost dead." I was really concerned. And now as a 40 year old, I feel like I'm just starting. So it's different when you get older, isn't it. Keenya: It sure is. I'm like, I'm just getting started up in here, you know what I'm saying? Russell: Very cool. Well, what I want to ask you right now. This is the question I ask all the guests here on the Marketing Secrets Live show, is what is your biggest marketing secret that you are doing right now inside of your business? So we can all hear and learn from it. Keenya: Absolutely. So my biggest secret is TikTok. And I know some people are already like, they're like fading out, but don't fade out. I built my business initially from Facebook and Instagram and in 2020, I'm somebody who prays for strategies. And I heard God tell me to get off to TikTok, which I thought was insane, but I was like, "I'm just going to try." I was like, "Maybe I'm just dealing with whatever because of the pandemic." So I get on to TikTok and initially I'm dancing like everybody else. But then it clicked. This is the newest social media platform that marketers are going to run to. And so in the midst of everything that happened in 2020, I just kept creating content. And fast forward a year later, 450,000 followers, we added an additional $300,000 to my business and it's just been incredible. And now I'm this "influencer". And I'm like, "I never thought that I would be an influencer, but now I am." Russell: That's interesting. So you started with doing dances, like a lot of people do in TikTok. I'm curious, what was the transition like? What were some things you did that helped it to grow or helped get the following, actually make money from it? Keenya: For sure. So what happened was that I was going viral with some of the dances and just being my personality. And I ended up seeing somebody, I can't remember who it was that was marketing and they clicked. And I immediately transitioned. I said, I do love to dance. I do love to have fun. I'm going to take some of these trends and start teaching. So I started doing a little bit of dancing, but I would talk while I was dancing or I would have texts on screen. And I started driving people to the link in my bio to jump on my email list, to buy my courses. And I ended up, like I have a book, a business book called Before You Quit Your Job. And I ended up selling way more books on TikTok than I was anywhere else. And so I just kept doing that. I was like, this is a creative platform. Be creative, have fun, but teach in the way that TikTok's community is. And that is what happened. Russell: That's awesome. It's interesting. I'm not a big TikToker yet, but my kids are. And so I remember when I was trying to understand the platform. I said, "I'm just going to watch my kids and see what they're doing and why they're doing it, to understand them." And it was fascinating because my daughter, she started growing her TikTok channel slowly. And I remember at first she would be like, "I got 30 followers. I got 50." She was so excited, and then what she did, this is super interesting. She set up a second profile and there's a name for it. I think it's like a thing that TikTokers do, I don't know. You may know more than me, but she covered up her face, and it was like, people had to guess who she was. So she did these dances where you can't see her face and people started guessing. And that channel blew up to like 50 or 60,000 people. And she kept building towards the big reveal. As soon as I get X amount of people, I'm to reveal who I am. And so she got to that point and then she revealed who she was and she pushed everyone to her main channel. And she had like almost 30,000 people move over there, follow her on her main channel. And now my daughter's like, "I'm an influencer dad." I'm like, "No, not my daughter. No." But it was just that interesting strategy to watch how she did that. How just some of the different techniques and things to start growing. And I think for anybody, especially someone like me who hasn't really gotten good with the platform yet, it's like find people who are using it and just watch them. That's how we started learning YouTube. I started learning other things is just watching how people who do love the platform, what they're doing and how they're doing it. It sounds like you had something similar, you were doing it just for fun. And then you started seeing other people transitioning. Okay. I see how this is going to work now for my business as well. Keenya: Yeah, absolutely. I knew it was something because social media always starts out entertaining. It just does. And then it usually starts out with the younger generation. And so when I got there, I was like, "There is something to this." And I slowly started going, "This is going to be the wave of marketing." And now here we are 2021 and Facebook just launched their short video and everything else has short video. Russell: Yeah. Super interesting. Well, awesome. Thanks for coming on the live show and sharing that it makes me want to go... I'm about to head on family vacation. So my goal is to TikTok my daughter at least three times over the next week and a half. So those who want to follow my TikTok, go find me. I'm only like at 500 followers. So go follow me and you'll see me start trying to practice what we're preaching. So thank you Keenya so much for coming on and sharing. Super grateful for you. Keenya: Thank you so much. Yhennifer: Awesome. Thank you, Keenya. You are awesome. I'm so excited that you were here. All right. So now we have Myron Golden. Myron is a high in demand speaker, trainer in areas of sales, marketing, business development. I think he doesn't even need an introduction because I mean, all the funnel hackers here know who he is, but we had to give him this special introduction. He's also a bestselling author. And I don't know if you guys know this, but he's a songwriter and an owner of a record label. Welcome Myron to the marketing secrets podcast. Back to you, Russell. Russell: What's up Myron. How are you doing, man? Myron Golden: What's up Russell? Good to see you brother. Good to see you. I forgot about this call. Don't tell anybody I said that. Russell: You're live right now… Myron: I'm at the golf course. Russell: Are you golfing right now? Myron: I'm at the golf course, but it's all good, I'm here. Russell: Well, thanks for jumping on. Myron: Good to see you bro, always good Russell: We're only on for a minute or so. So well, first off Myron, you, as you know, you're one of my favorite humans on this planet. Just been so grateful for you. The last few years hanging out often has been some of the highlights in my life. So grateful for you. And the biggest thing on the marketing seekers live show. So we can get you back to golfing, but my only question for you is, what is right now in your business the number one marketing secret. Of all the things you're doing, obviously you're doing a lot of things, but if you could say, this is my number one marketing secret right now, what would that be that you can share with everybody? Myron: Well, my number one marketing secret right now is we've got a challenge to a bootcamp. And what we do is we do a five-day challenge. It's $97 for general admission. It's $297 for VIP and we do it to a split offer, which people say you shouldn't do, but it's working really well for us. So if people are making more than 20,000 a month, we send them to our application for our inner circle. If they're making less than 20,000 a month, we send them to the application for our offer mastery coaching. Where we teach people how to create offers and do challenges. And we've got students right now. We just did our first one at the end of February, beginning of March. And we've got one guy from our first challenge who's already done two challenges and done over $300,000. We've got another lady who's never sold anything high ticket before, her very first challenge she did like $24,000. So people are just crushing it. So that's what we're doing. We're doing a challenge to a $21,000 coaching program and or to our inner circle. And it's done for us so far over $2 million this year. That's Russell: That's awesome. It feels like this year has been- Myron: That's my number one secret. Russell: It feels like this year has been the year of challenges for people, which has been really, really fascinating. And people use it for different ways, right? We use challenges, people in software. Other people using challenges, so there are courses. And you're going from challenge straight to super high ticket, which is fascinating. Now you said also your challenge is a paid challenge of friends, is that what you said? Myron: Oh yeah, paid. Russell: Okay. Myron: It's paid, it's $97 for the general admission and 297 for VIP. Russell: And then what's the... Two follow up questions. Number one. What's the name of your challenge? And then is the challenge happening live throughout the week or is it prerecorded or how do you structure that? He's on the golf course, so it's breaking up a little bit, but so we said it is live and then the other question was just, what was the actual name of your challenge? We can go funnel hacking, go sign up for it. Myron: Yeah. So the name of the challenge is the Make More Offers challenge because I teach people the number one challenge, the number one problem, most business owners have. They don't make enough offers. So I teach them to make more offers and to make more money. And so Make More Offers Challenge and yeah, it's a paid challenge. One $97 for the general mission, 297 for VIP. Russell: Awesome. Well, thank you, Myron. Appreciate jumping on. I hear the birds in the background, you should get back to golfing. Thanks for jumping on real quick and sharing your biggest marketing secret. And I'm grateful for you as always. And just as a side note for everyone who's listening, the Make More Offers challenge, that's a cool name. If you think about the people in this game who have the most success, honestly, are the ones who make the most offers, right? They're trying different things. We just did a very fascinating study with our ClickFunnels data, went through man, like one and a half million people have signed up for ClickFunnels trial over time. And it's crazy, if someone joins ClickFunnels and they buy at least one thing from it. It could be a book, it could be a $7 report, it could be anything, their stick rate triples. And so a lot of times you might go, "Well, I just sell one thing." It's like, yeah, but the more offers you make, the better buyers they become. I remember TJ Rohleder who is one of my mentors in direct mail. And he's brilliant marketer, but essentially you can go and you can actually rent his buyer list. Where you can send his buyers your offers in the mail. And I told him like, "Aren't you worried if other people were making offers to your buyers, they're going to quit buying from you?" And he said, "No, no. You're looking at it backwards." He's like the more people buy, he said buyers stay in motion. And the more they buy, the more they'll continue to buy. So he's like, "I'm going to sell my people stuff, but I want other people to sell them stuff as well, because if they're buying somebody else's offer, they're more likely to buy mine as well because buyers like to buy stuff." And he's like, "If they stop buying, that's worse." He's like, "If I don't send them something in the mail each week, if they're not getting other offers, so they're not continuing to buy. They actually cool off and they become worse buyers over time." And so it's fascinating for us looking at the data from seven years now. It's like, if they've purchased anything from me, like a book, anything, they seek three times longer on ClickFunnels than if they just sign up for ClickFunnels and that's it. So make more offers. We can go on like a two hour podcast just about that alone, how powerful it is. But anyway, so it's awesome. So thank you Myron, for sharing all that. Myron: I'll be happy to jump on and do a two hour podcast with you anytime you’re ready Russell. Russell: Awesome. We'll have to plan that. Well, thank you Myron so much for jumping on, and this has been fun so far. So we've got two guests down. We've got one more to go. Yhennifer, you want to introduce our next guest? Yhennifer: Yes. Awesome. Let me reset the room really quickly, guys. If you're finding value in this room, please follow the speakers on the panel. Click the little plus sign and invite five friends right there at the bottom. You can also click on the monopoly house at the top where it says Marketing Secrets Live, so that you can follow this club and get a notification when Russell goes live again. All right, the next speaker on up is Dan Henry. Dan is the founder of getclients.com. He's a bestselling author and a eight figure award winner. Welcome Dan to the room today. Dan Henry: Hey, how's it going guys? Russell: Doing awesome. Dan, great to hear from you. Always awesome to hang out and have you on. I would say before we kick this off officially, I think you are probably one of the most colorful characters inside of our community, which makes it fun. Sometimes I get nervous. Sometimes I get excited and back and forth, but always respect and always grateful for you and awesome to have you here. So my question for you that I'm excited to hear your thoughts because you're a deep thinker who goes, sometimes our thoughts counteract each other, which is kind of fun as well. But I'm curious for you right now in your business, in the spot you're at, what is the biggest marketing secret that you're finding right now that's working for you guys? Dan: Well, I've always, as you know, Russell, I've always used polarity to... But that's something I've used for years, and I always say if you make enough noise, all eyes will be on you, make sure you're selling something. And I think a lot of people think that they don't use polarity or if they use polarity they're going to turn off a bunch of people. But that's the thing, is you use polarity in your daily life whether you intend to or not. If you go to church and you walk out of that church, an atheist is going to drive by and be like, "That guy sucks." And vice versa. It's like, if you go to the gym and you're in shape, somebody who's not shape is going to look at you and be jealous. You're polarizing anyway. So you might as well get paid for it. And so of the things that we made a radical, radical shift in our business was what I like to call, and I learned from you, the value ladder. I would call this sort of the reverse value ladder. So we start with high ticket. I pretty much don't build a value ladder until I hit at least one million with a high ticket offer. Because the way I view it, if you're good enough, if your offer is good enough to book calls and close sales and do well, it's the engine, right? The other stuff around it is the fuel that pours into the engine. So what we did was we started selling high ticket only, and it just radically transformed our business. And then I tacked the book on and some low ticket products to fuel it, to scale it even further. And we've been able to, I mean, I'm not on social media that much anymore. I'm not that active anymore, and we've done... We have million-dollar days, we have million-dollar weeks. I just launched a hundred-thousand-dollar offer within like hours, landed a client for that. I mean, and everything else just supports that. And I think a lot of people don't realize that there are two segments of the market. There are low ticket buyers and there are high ticket buyers. Low ticket buyers either won't buy your high ticket ever, or they require multiple products, multiple touch points, months, and months, or even years of following to ascend them to be a high ticket buyer. And that's true and that works, but there's also a segment of the market that are already high ticket buyers. That are ready to pay you a high ticket price right now, and nobody markets to them. Because almost every book, almost every guru out there, almost every direct response marketer, talks about low ticket and the language of low ticket buyers. So those high ticket buyers they're already ready to buy. It's literally a blue ocean, but most people don't know how to talk to them. So what I did is I literally deleted all my low ticket stuff. I started speaking to the high ticket buyers first. I still use polarity, that still works. And then once I've tapped into that fully and the machine is oiled, then I tacked in the low ticket stuff. To take those low ticket buyers and turn them into high ticket buyers. But going after high ticket buyers first as a priority changed everything Russell: Awesome. I actually a hundred percent agree with that. It's interesting. One of my biggest fears when I teach people the value ladder is number one, is that they don't do anything until they've got all the offers and all the value ladder built out, which is the wrong thing. Number two, they start with the, I'm going to go write a book then, which is the hardest thing, as you know. You've written a book too. Of all the things, it's the hardest, and it's the hardest to make profitable. Whereas if someone leads with a higher ticket, a webinar or a high ticket offer, you have more room to mess things up, right? Because you sell one 10,000 or 20,000 whatever client, you can do a lot of things wrong. You can mess up on the ads and mess up on the copy and everything you used in one person and it cleans up all the mess, right? And so typically, like you said, it's easier to get some of that to work out of the gate and then scale-out to call them a cup of whatever that is. And then coming back and saying, "Hey, I need more ways to bring people into this offer." And that's when a book offer does well, or things like that. Hormozi did the same thing, he had his high ticket thing, killing it. And then he wrote a book and then his book offer, if you guys go through his book offer, he doesn't have anything else to say. So you buy the book, and the next page is like, cool you bought the book. Apply now for the high ticket coaching. And he did find that he was able to get more buyers coming in that way, but it was leading with the high ticket. And I think for most people, especially if you're getting started, this is one of the easier, faster ways. I think the biggest problem people have a lot of times is just the belief that they can actually sell high ticket when they're first beginning, which is probably more of the problem. But man, the metrics and the math make way more sense when you lead with that, for sure. Dan: That's who got me into high ticket originally, it was Hormozy. I met him backstage at a ClickFunnels event and he's like, "Dan, how much money did you make this month?" And I'm like, "One million." And he's like, "How much did you spend?" I'm like, "700,000." And he's like, "Cool. I made like two million and I spent like a hundred grand." I'm like, "You must be so good at Facebook ads." And he's like, "No, I suck at Facebook ads. My cheapest offer is 16 grand." And my mind just exploded when he said that. And ever since then, everything I've done has been revolving around that. But I want to make a point. You said that your biggest fear was that people do the value ladder wrong. And I think that's a point that everybody needs to hear. There's a difference between learning what to do, how to do it and how to do it well, how to execute it. And I will tell you, most people funnel hacking, value ladder. They do it wrong. They want to build out the whole thing first or instead of modeling someone's funnel, they just go and copy it word for word. And they don't realize that there's what to do, there's how to do it and how to do it well. I think that's a big thing, is the stuff you teach. I mean, you were the person that got me started in this game. I made $25 million and it has literally started from the moment I saw you on an ad going, "Buy my dotcom secrets book." And I bought that book, and now what, I don't know, five, whatever, how many ever years later, four years, five years, I've made $25 million. And I'll tell you that if I were to say one thing, that is the difference between people who make it and people who don't, is a lack of comprehension. Nobody gives effort into comprehending what somebody says. They just look at it and go, "Okay, cool." And then they don't really go, "Okay, why does this work? What's the science behind this?" And they just take a superficial action. So I think your stuff is amazing, Russell. If it wasn't for you, I wouldn't be here right now. But I do think people need to put more effort into understanding how to do it well. Russell: A hundred percent. Yep. People look to service level. There's a method to this and if you go deeper, you can see why it works, not just how it works so. Well, awesome, man. Well, thank you, Dan. Thank you, Keenya. Thank you, Myron, for jumping on the first half of the Marketing Secrets Live show. For those who are on live, this is fun. So we're going to have two more sessions of this live podcast. If you're listening to the recording of this, make sure you go to clubhousewithrussell.com. Go and register and that way in the future, when we go live, you'll get notified on your phone. And you come hang out with us live and have some fun. Learn more about your ad choices. Visit megaphone.fm/adchoices

What to know why I’m freaking out? Listen to this episode to find out. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. Today, I'm on my Onewheel, driving to the office. Hopefully, the wind's not too loud. I'll try to talk loud, but forgive me if there's any sound noise. But it takes longer to drive on the Onewheel, so maybe we'll get a longer episode today. I got some cool things I'm excited by, things I want to share with you guys. Yep, there's a car driving by. If you have been long-time listeners, you know that when I first launched this podcast, it was called The Marketing in Your Car podcast. We call today The Marketing on Your Onewheel. With that says, let's keep things going. We'll be right back. All right, everybody. Well, hopefully, you can hear me. The wind hits every once in a while. I'm doing my best. Anyway, so today's episode, what I want to talk about is something fun that I'm geeking out on right now. There's a principle. There's a concept that we've taught over the last, man, 10 ... longer than that, long, long time called the bridge funnel. And a bridge funnel is, basically, when you're trying to bridge the gap between what somebody wants and what somebody needs. Right? For example, everybody in my world needs click funnels. Right? Sometimes it's hard to sell click funnels because it's like, "Well, why do I need software? What's a funnel? I don't even know." Right? So I had to find what's something they want that I can give them right away? And then, by doing that, I can then bridge them over to what they actually need. Whoa. Some guy just drove by in an original Hummer. Sorry. That was really cool. All right. So that's what a bridge is. Right? I'm trying to draw a bridge between these two different things. And I used to share the example to explain this back in the day, back when we were doing more business opportunities stuff. I talked about if you would go to ... let's say you went to the food court at the mall. Right? And at the food court, there's all these people are eating. This is pre-COVID, so there's tons of people eating and tons of noise. And if I sit up on a chair in the food court and I yelled and said, "Hey, everybody! Look over here." And they look at me and I'm like, "Hey, who here wants a funnel to grow your business?" Of everybody in the food court, what percentage of people would raise their hand? And the reality is probably very, very few. Right? Probably nobody. But if I was to stand up on the thing and say, "Hey, who here wants to learn how to make money on the internet." Right? Like two-thirds of the room would raise their hand. And then I can say, "Okay, cool. Come over here." And then I could pull people aside and say, "Okay, the way that we make money on the internet is through this thing called a funnel." And I'm like, "Who here wants a funnel?" And now I can obviously sell them the thing that they actually need. And so that's the concept of a bridge, is you're taking this thing that they need that they may not understand yet, and you're bridging them through something that they do understand. Right? And so, for a long time, we used to do bridge funnels a lot. But over the last few years, as we've grown click funnels, we've done a good job of building a brand and making the popular rising ... I hate to say that word ... making popular the concept of funnels. And so it's not like I have to go and convince people to funnel because most people in my retargeting circles that we target on the internet, at this point, know what it is. And there's a million other people, all teaching talking about funnels. And so it's been really good for us. Right? The more noise, the more people talking about funnels, the better we do. But we're always trying to go beyond the boundaries and try to figure out the next step and the next level. Right? How do we acquire it? How do we get more people? And so recently, we started combing back through all of our data and click funnels. We've got like 100 different front-end offers. And so we've got a lot of data, and it's hard to go through it all. But we now have a business intelligent team who literally go through and just looks at all our data and finds numbers and patterns and things of that forest. And one of the interesting things that we found recently that was fascinating is that of all the front end offers we have, and this is like book funnels, opt-in funnels, webinar funnels, all the things, the funnels where the person is most likely to join click funnels and become a click funnels customer in the first 30 days is actually through one of our ebook funnels, which is crazy, so like the marketing secrets black book and the funnel cookbook. If they opt into those things, download the PDF that we give them, they're most likely to become a click funnels member in the next 30 days, which is crazy, especially since those are two funnels I built four or five years ago. And we haven't touched them or looked at them or done anything with him since. They're literally just like ... I forgot about them. I didn't realize we were driving any traffic to them. And so I was like, "Well, crap. We should look at these again." So we looked at them again, and how do we optimize these now? How do we make something truly amazing? And so I started looking at ... it was interesting because people would opt in for the black box, and we never talked about click funnels. So on the thank-you page, we don't talk about click funnels. It's like ... sorry, more cars coming. Maybe I shouldn't do marketing in the Onewheel. Anyway, so the more I started looking at these funnels, I'm like, "It's insane that they somehow bridge that gap, and they find the people." Because I'm not bridging that gap for them. Right? They're these random funnels we built years ago and forgot about, and they're out there. And so I said, "Okay, we should bring these things back, but let's strategically figure out how do we get somebody now who's going to go through this funnel?" And then, if they download the book, how do we bridge them now over into click funnels? Right? And so that was the next thing we started looking at. So we're going back through all of our webinar funnels, especially since the last couple of months when you've had all the issues with Apple and Facebook fighting, and cookies, and just all the things. Right? All right. Cost has gone up. So we're looking, and right now, it's costing us anywhere from 20 to 25 bucks for a webinar register, which is crazy. But our opt-ins are still lower, like three to five bucks to register. And so anyway, yesterday, I built about for these yesterday with Nick on my team. I had so much fun doing it. But the funnels, these bridge funnels, are very, very simple. Basically, come to the page, and it's like, "Hey, get this free book. Opt-in right here. It's the opt-in for the free book." And then the thank-you page is sweet. There's a video of me saying, "Sweet." I just emailed you the first gift. It's coming to you. I promise you guys the value of this episode is going to be worth all the noise. Anyway, so I said, "The first gift is coming to you. It's in your inbox. Go check it out there." So notice, I didn't give them the downlink on the thank-you page because on the thank-you page, I needed them to do something more important, which was register for the webinar. And the thank-you page is like, "The first gift is in your inbox. The second gift is actually more important. It's a web class I'm putting on called Funnel Hacking Secrets, where we're going to show you guys how to actually use the stuff we're talking about in the book, the ebook that you're getting. And it's going to be awesome." Right? "So go register down below." And the whole page is structured in a way to get them to register for the web class that's coming up. By the way, we tested web class, webinar, masterclass, and like a dozen different variations, and web class crushed all other versions of that phrase. So start calling webinars web classes, and it will help conversion. So there's another little marketing secret for you. So anyway, that's what we've been building, these little bridge funnels. And again, they have not gone live yet, so I don't know the exact stats. But if they stay true and we average five bucks a lead to give away an ebook, right, which, it is what it is. But if we get one out of five people hit the thank-you page and 20% conversion and the thank-you page to register for the webinar, we're actually getting the webinar leads for the same cost as we were paying before. Right? Because 20%, five people, that's 20 bucks. I'm probably doing the math wrong, but $20.00, $25 per webinar registrant. But the thing that's different is that when we pay 25 bucks a webinar registrant, we're getting one lead. Right? Here we're getting five leads. We're giving them value upfront. They're getting an ebook. They're getting a gift. They're opening their email. They're downloading the thing, so It's increasing our open rates, our click-through rates, which will get more email delivered for all of our lists across the board. Right? They're getting value in advance. They get this really cool ebook. They're like, "Oh my gosh, this is amazing. Look at this cool thing that Russell just gave me." Then they register for the webinar. My thought, I'm not sure yet, but positioning the webinar also as a bonus gift as opposed to like, "Hey, register for a webinar." I think we'll get more people to show up and actually consume it. We'll find out. And now it's bridging them over into the funnel world. So anyway, we built four of these yesterday. The ads will be starting the next day or so. I'll return the report back and let you guys know how they're doing. I have two more that I came up with last night, and I'm like, literally, if this works, any piece of content ever created from the beginning of time until now, I could use, and I could put into these little bridge model things. Right? Like, "Opt-in to get my presentation from Funnel Hacking Live." They opt-in. Cool. I just emailed it to you. That's gift number one. Gift number two, though, gift number two is this web class you need to go register for right now. And then they register down below, and boom, now they're in the webinar funnel. Right? And so anyway, I'm just freaking out excited. And it was so simple, but it's something I've forgotten about. And it's coming back to these ebook bridge funnels, or these content bridge funnels, or these one-pager bridge funnels. Let me do a test today. We're going to build one out for a one-pager. We'll say, "Hey, opt-in here to get the one-pager on my top webinar hacks. They opt-in, boom, "Hey, the one-pagers in your email. Go check it out." And then the second gift is the web class. Right? And just keep this process happening over and over and over and over and over again. So anyway, I'm hoping that it does as good as I think it will. I think it will. I'm going to have six of these rolling out in the next seven days, so if you follow my ads and hopefully you do, you'll start seeing them. And I recommend going through the process, funnel hacking, and watching slowly. They're simple two-page funnels that lead to our webinar. And then, the email sequence pushes people to click funnels as well as the webinar. So anyway, highly recommend watching it. I'll report back on how it does, but I think it's going to open up a whole new world of customers and buyers and just exciting things for us. So I'm excited for it. I appreciate you guys listening. Hope you all are doing amazing, and we'll talk to you soon. All right. Bye, everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

Listen in as Russell answers marketing questions during a recent live episode on Clubhouse. To be on the next Marketing Secrets Live episode, register at ClubHouseWithRussell.com Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Russell Brunson: What's up everybody. It's Russell Brunson. Welcome back to Marketing Secrets Podcast. Today, I'm going to be letting you guys listen into a live Q&A I did on a recent Marketing Secrets Live Show. If you're not yet part of the Marketing Secrets Live Show, it's a live version of this podcast where I hang out and answer questions live, and it's so much fun. We usually do them about once a week. And if you want to be a part of the next one, go to clubhousewithrussell.com, go and register, and that way you'll be notified the next time I go live. With that said, I'm going to jump into Q&A and hopefully one of your questions is answered. If not, make sure you come on the next live show. So what we're going to do now, we're going to spend 15 minutes or so opening up for Q&As for any of you guys, have any questions. So Yhennifer, do you want to walk people and me through the process of how we're going to be doing the next step of the podcast? Yhennifer: Yes, awesome. All right, guys, I'm going to bring up five people. So just make sure that if you want to speak, if you have a question, just hit the little raising the hand button in the bottom and we'll bring you guys up. As you come on here, make sure that you mute your microphone. So that way there's no background noise in the back. And let's see, we're going to bring some people on here. All right, we've got a few people here that want to join. There we go. All right, make sure you guys mute yourselves. First, we're going to have Carolina. Carolina, welcome to the club, to the room today. We're so excited to have you here. I know you are a mentor in the Spanish world and also a 2 Comma Club award winner. So what questions do you have for Russell? How do you want to contribute to this conversation? Carolina: Hey Russell and Yhennifer, thank you so much for this room. It's been amazing. I was taking notes from everything everyone said, so thank you so much. Russell: So good to hear from you. Carolina: Yeah, it's always good to hear from you Russell. I hope I can make it to FunnelHacking in September. I hope they let me travel. Russell: You just got to sneak out. There's always a way. Carolina: I know. Our country is still not allowing us to travel for leisure, just emergencies, but I will say it's an emergency. Russell: This is an emergency. FunnelHacking Live is a huge emergency. Carolina: I agree. I wanted to ask you just about, maybe not related necessarily to the marketing secrets mentioned today, but just there's a huge community in Latin America, Spain who love ClickFunnels, who love you. And they keep asking me when is ClickFunnels going to be available in Spanish, but also your books. I guess that's my biggest question. Do you guys have any plans for expansion to the Spanish speaking markets? I'd love to hear that from you Russell. Thank you so much. Russell: Yeah, that's a great question. The answer is yes, emphatically yes. Next year will be our year of internationalization. That's how you say that, right? We had to do a lot of coding on the ClickFunnels platform to make it so that we can start translating quickly into languages. And that part of the process is actually finished. So we do have translators. In fact, Spanish is the first language that's been translated. The way it works, this is actually kind of cool for the non-techie guys like me when I learned how it works, is they had to go through the whole software and basically any place that there's a sentence or a phrase or something, they had to go and write code around it and say like, this is the phrase, and this is the thing, right? And so obviously there's a lot of places that happens. And then what happens now, it makes this database where it shows all the sentences, the phrases, the words, the paragraphs, all the stuff. And the translators go in and just retranslate every single thing. And then now we can click a button and it just changes the language across the whole platform and makes sure that the translations are correct. So we do have a team right now doing the Spanish one and making sure that, obviously, not just a direct translation, but one that makes sense. So that's kind of been happening. My guess is shortly after FunnelHacking Live is when we'll be rolling out that inside the ClickFunnels platform, which is exciting. And then we're trying to plug in other languages as well. So that's that. On the books. Yes, I'm learning about publishers and contracts and things like that because one of my friends, Sharon Lechter, if you guys know her. She was one of the co-authors of Rich Dad, Poor Dad. She also wrote, or did the first version of Outwitting The Devil, which is one of my favorite books of all time. And it was interesting because Outwitting The Devil's already in 40 languages. I'm like, how did you do that? And she's like, when I signed the contract, I kept the international rights and I was able to go and quickly do it across the board. Unfortunately I didn't do that with mine because I didn't know that was a thing. So I've been working with our publishers to see how we can speed up the timeline. I know there's translations happening in four or five languages right now, but the process is slower than I thought or imagined. As you know, you messaged me the day, the original version of Dotcom Secrets and Expert Secrets are in four or five languages, but it's the older version. And so we're doing all the new updated ones right now. In fact, I got one the other day. I can't remember if it was Vietnamese or something. It was really cool. So yes, they're in process. I wish it was going faster. I'm trying to work with the publishers to figure out a way to move faster on all of it because I agree that's our next big thing for next year is to be able to rebuild all of our funnels in Spanish with the Spanish versions and different languages. And then also have the platform being able to handle that from the languaging inside, but also local merchant accounts that work in different countries because they don't all work in every single country, and then having support teams in each country as well. So we're working on it. It's a bigger process than we had planned initially. But next year is the year that we're trying to get as much of that done as possible. There's the goal. Carolina: Awesome. Thank you Russell. And hopefully, maybe even some of your courses like adding subtitles and stuff like that, that would be really neat as well. Maybe 2023, I don't know. Russell: Let's do it. There was actually, it's funny, there was a company that came out that was doing that, where they would take a YouTube channel or a video contract courses and you give it to them and they'd retranslate the whole thing. And we were about to hire them and they went out of business right when we were about to hire him. So if you want to start that company, let me know and we can start dropping everything. Literally it was really cool, you give me your YouTube channel. They go through scrape it all, rewrite it all, and launch the Spanish version or the French version or the German version. Anyway, yeah, if someone wants to start that company, I will give you money to do that for me. Yhennifer: You heard it first here. Carolina, such a great idea. Spanish market, here we come. Our Spanish people need some of ClickFunnels Russell. Carolina: I'll talk to some people. I'll talk to some people and reach out to you. Russell: All right, awesome. Yhennifer: Awesome. Thank you, Carolina for being here. Next up is Christine. She's a social media specialist, content creator. She manages social media platforms. Christine, the mic is all yours. Christine: Hi, I'm Christine and I'm in Dallas, Texas. And unfortunately Russell, I had never heard of you until I met Nikki Nicole. And she is teaching in a room here, excuse me, on a book that you have, Dotcom Secrets. Russell: Okay, very cool. Christine: Yes, exactly. So now I'm in a room with you. Russell: Welcome to the room. Glad to be hanging out. Christine: Thank you. And so I have ordered the book. Russell: Mm-hmm (affirmative). Christine: All right. That she's training out of, and I'm waiting for the forms and everything to come. What would you say to me is one of the most important item in the book that you would like to make sure that she lets us know in training from your book? Russell: As she's training? Oh man. Well, the Dotcom Secrets book. That's the first book I ever wrote. It's by far the one that's my favorite. Everyone's got their favorite one, but that's my favorite one. I think the biggest thing is really understanding the customer journey. That's where I think funnels and all the things we do today are based on that. Most businesses I go into, they're very much like they have a product, they sell the customer the product, and that's the business. I would say the majority of business, that's the way they look at things. Whereas the thing that I've geeked out on for the last two decades of my life is the customer journey. Someone comes in, what's the first thing, and what's the second thing, where do we take them? And how do we move them? And where do we send them to? And how do we serve them at the highest level? And I think a lot of times business owners are scared. Like, well, if I, if I give them an upsell, if I sell them something else, or if I move them from step one to step two they're going to be offended or whatever. It's like, if you realize that the products and services and things you're creating, that's how you serve your audience, right? When you really believe that, then it's like, okay, how can I serve this person? They come into my world the very first time, right? Right now you've bought the book. You're going to get the book in the mail and now you're going to be into my funnel. And so you'll hear me talk about different things. I'm probably going to invite you to our 2 Comma Club live event that's happening next week right, because that'd be the next thing. And then after you experience that, then I'll invite you to come to FunnelHacking Live, our big event. Then from there we'll invite you to join our coaching program. Not because I'm a salesman trying to sell a bunch of stuff, but because I honestly believe, and I've seen as we've taken people on this journey, this is the process and the path that gets people success the fastest. And so I think as you're going through the book, realizing that this is about serving at a higher level. That's the whole key. That's what funnels are about. That's what ascension, that's what value ladders, that's what all these things are about is figuring out how to serve your people at the highest level. And I always tell entrepreneurs, I believe that if you felt that entrepreneurial call and you're starting a business or you're trying to, or whatever, wherever you are in the process, that call is literally a calling from God. Where he's saying, look, there's a group of people you've been called to serve. I've given you unique talents and abilities and things that you can do. And your job is to go figure out how can I take these talents and I can serve these people. And so the Dotcom Secrets book is going to help you with, okay, now that I've found these people, how do I find them? How do I move them? How do I actually serve them at the highest level possible? So that's what I would say is looking through business with that lens, as opposed to, what most businesses are, which is write out your business plan and things like that. It's like, no, how do I serve my customers at a level that nobody else has done yet? And then I can change their lives. And that's how you actually grow a business. So I hope that helps. Christine: Thank you so much. And so what I got from it to just make sure that you stick with the process to ensure that you're going to make it to the end, is what I'm hearing. Russell: Definitely. Christine: Well, you can thank Nikki Nicole for bringing your book to her room. And just know that I appreciate you both because I'm hanging in there. Thank you. Russell: That's awesome. Thanks so much. Yhennifer: Thank you Christine for being here. Russell, you got people reading your books in other rooms here in Clubhouse. Russell: I love it. Yhennifer: That is amazing. Russell: Tell Nikki thank you. That's amazing. Yhennifer: Yes, awesome. Stephanie, you're up. She's a homeschool mama turned seven figure digital marketing agency owner. Also a coach. Welcome, Stephanie. What is your question for Russell or contribution to the conversation? Stephanie: What's up guys? Oh my gosh, I'm so excited to be here. Dude, okay, so I've been in the ClickFunnels world and the Russell Brunson world for a long time now. And I have watched you journey through your entrepreneurial journey, and it's just been absolutely incredible. And so, as you were just talking about serving your people at the highest level possible and recognizing the calling from God in your life to reach a certain people group, I've seen in your journey that as you do that and you take hold of that more and more that you have also too worked really hard in your family in order to serve in your family at the highest level possible as well. And I've seen, as you're very transparent and you're vulnerable about it's a struggle as a parent who wants to be intentional with running a business where you want to kill it, you want to serve well, but you also too, don't want to leave your kids behind in the dust, right? And so why would we build a business to lose, I don't know, for me personally, they're the reason I started the business. And so I guess my question for you is, do you have any, you've got marketing secrets, but as you've built this business, oh, by the way, just plug for Russell's podcast. If you have not listened to the most recent uploads of the Roundtable of World Changers. Oh my gosh, that was so incredible. Russell: That was a fun one. Stephanie: Oh, it so incredible. And I keep going back and kind of relistening because the adventure that you took with your kids to go with Matt Maddix, and just kind of go out and just hear from kids that are younger and aspiring to these big dreams and everything, it was just incredible. So you guys go listen to those. But Russell, do you have anything, it doesn't have to be like super anything totally profound, but just for you, what are some of the secrets you've found between managing serving well in your business and serving your family well and loving them well? Russell: Oh, such a good question. And it's interesting. It's probably not for everybody, but for me business is way easier for me than being a dad. Being a dad is hard and it's emotional. And so it's tough because by default I'm like, I could deal with these things where I can like, oh, business leads, I'll slide over here and do business. And I think that a lot of us have those problems. We have our things that we're really, really good at and then we have things we struggle with, and we always slip to the thing that's going to be the easiest. But man, like every morning I wake up and I love driving my kids to school. I love being there in the morning when they're getting breakfast, and helping them, and just being around them. And try to pay attention to them. And then I go to work. And at the end of the day, I got to come back because I know they're going to be there. And so I try when my kids are at home, I want to be home as much as possible too. But it's definitely, it's this mental war that all of us have. In fact, I think you know this, I'm in the middle of writing my fourth book right now. And one of the fascinating things, and I found this stat somewhere, and when I found it I was like, oh my gosh, I realized so many reasons why I struggle with things now. But basically the stat was like, the human brain, I think, weighs three pounds. But 25% of our calories are burned by our brain. In fact, Joe McCall, I think he's down in the group down below, he sent me an article after I mentioned that at the FHAT event. He said that it was an article, I'll mess with the stats, but it showed like chess players who play these chess tournaments, when they're sitting there just moving pieces around, but their brain's working so hard. They'll lose like 20 pounds in a week playing chess at a, at a chess tournament. That's how much our brain is doing. So our brain is burning all these calories and it's tired. So our brain's like I've got two options, I can go work really hard and do this thing or I can find the easiest path. So our brain's always looking for the easiest path. So for me, it's like, okay, my teenage son is driving me nuts. He's insane. And it's like, I got to go deal with this or I can just go in the office and write a webinar, right? And so for me my brain's like, oh, webinars are way easier. You've done it a million times. It's easier for it to slack off and go there as opposed to confront the situation. Now, as I'm more and more aware of this, I'm looking at this debate with my brain and it's like, no, this is more important because my son, even though he's driving me insane, there's a window where I can like do something here. And if I slip back and go to the easier route, I'm going to miss that window and it's going to be gone. And so just being more aware of that, I think where we realize that our brain wants to do whatever's easiest. And for me, as much as I love my wife and five kids, it's not the easiest path for me. The easiest path is by far business. For whatever reason, I got good at it. So it's the easiest path. And so it's looking at that and saying, don't always default to the easiest thing, default to the most important thing. And I have a quote that I share all the time is from David O. McKay, says, "That no success can compensate for failure in the home." And I think about that a lot where it's just like, oh, I can go and do this thing that will be so easy. And I'll make more success and all my fans and followers will think I'm awesome. Or it's like, I can have this hard conversation with my kids and I can help them. Or I can go take them to the homeless shelter. Or I can leave everyday at three o'clock and go to wrestling practice with them because I need to be there for them. And that's more important than me stroking my own ego, right, and getting the, you know. I don't know, it's not a perfect science and I mess up a lot. I'm sure my kids will tell you stories someday about how, as parents are, but I try the best I can. I think the big things is just understanding that the easiest thing's not always the best thing, and understanding that again, no success can compensate for failure in the home. So don't forget the family. Especially for, like Stephanie you mentioned, most of us got in this business because it's like, I want to spend more time with my kids. I want to help. And that's how we got started. And then we got the adrenaline rush and the high from success. And you want to keep defaulting to that because it feels good. And I've seen so many families and marriages destroyed in the wake of success, which is like the worst thing, right? What's the point of it at all at that point> so it's remembering those things so that you don't, in fact, what's the quote? There's some quote that's like, what profit the man if he gains the whole world, if he loses his own soul? I hear that. And I'm like, oh, yeah, I don't want to lose that. Stephanie: Ah, that's so powerful. Thank you so much. I appreciate it. And thank you for just journeying out loud Russell. Just from all of us to you, thank you. Russell: No worries. Thank you. And for anyone who's got kids, it is hard. So don't think, someone the other day told me, it's got to be so nice to have the perfect family and perfect life. I started laughing. Like, are you kidding me? I was telling him, like two months ago I was about to, I didn't tell him, I won't repeat the details on recording, but it's tough, but it's amazing. Yhennifer: That was so good. So Russell, you see everybody like flashing their mics. That's equivalent to like clapping. So everybody's like clapping. Russell: Thanks for clapping guys, that's exciting. Yhennifer: Yeah, that's a Clubhouse thing. Russell: I'm learning the ways. Yhennifer: If you see me and Stephanie, were like clapping away and kind of cheering you on on the things that you're saying here. Family is so important and that was so good. And we do appreciate you sharing your journey, like Stephanie mentioned. Awesome. Thank you Stephanie for being here. Up next, Yasim. She's an Instagram expert. What question do you have for Russell? Take it away. Yasim: Thank you, Yhennifer and Russell. What an honor to be speaking to you. I am a huge, huge fan. And just actually before I ask you the question, how you mentioned about family, to me, you are not just a marketing expert, but for me you are one of the biggest ambassadors of women because I have never heard you speak about marketing before you start your sentence with this happened thanks to my beautiful wife. Every single time, you always honor Colette. Every single time, whether I listen to you at that ClickFunnels Live, or it's a podcast or a blog post. And I hit the fortune to meet Colette because I was so curious after hearing about her, and she's a beautiful being. And we know that you mean it with all of your heart. I am single, and I can tell you, I think for all of us single women in the world, you are giving us so much hope and you are modeling such a beautiful way of behavior. So wanted to thank you for that, first of all. Russell: Thank you, I appreciate that. Yasim: That comes from all of my heart. Russell, did you think of actually crowdsourcing this international thing? Because I'm one of your fans, and I know you have fans all over the world. I speak five languages. I would be very happy to help you just to help you. Russell: Oh, very cool. I hadn't thought through that, but maybe as we get closer. We're still trying to figure out all the details of it. So that's great to know. And maybe you can do all the work for all the languages if you've got five. I barely speak English right. Yasim: Thank you. Yeah. I've been in touch with John Parker because I had met him also in ClickFunnels Live. So I can just mention it to him. But yeah, just I thought in your community I'm sure you have people from all the languages. So now my question is, and I'm embarrassed to ask this question because I have been in your world and doing your trainings for a while, but I am only now since few weeks starting the webinar journey myself. And I know you were telling us to start it a lot earlier and I'm embarrassed. I did not. But anyway, I'm watching the trainings and reading the book again. And the one part I'm really unclear about is how do you make the distinction between your origin story and the vehicle? In case it's more clear, I teach about Instagram. So I tell in my origin story that I tried to learn it from the free videos and then I watched online recordings. But social media algorithms change so quickly that you cannot learn this by watching a prerecorded video. You literally need to have live coaching, and that's what I do. But for me, that's the origin story and the vehicle. If you can please help me make the distinction, I would very much appreciate it, thank you. Russell: Yeah, definitely. In fact, at the FHAT event we did this week, I spent probably 15 minutes on a slide trying to explain that because I've had that question a lot. And I explained it and people were like, I finally understand after all these years. So that was cool. So I wish I had the slide in front of me so I can remember exactly how I said it. The answer is you do the webinar and the first part is the origin story about how you discovered the framework, right? I went through this process, I discovered the framework, and this is the framework, right? So for me, it's called FunnelHacking. And then secret number one is now I'm going to show you guys how I developed it. So the origin story is the discovery of the framework. And secret number one is the story about how you developed it, right? So if you look at mine, it's like, a discovery of the framework was me funnel hacking, right? So I went and I bought… it’s me showing the Neuracel funnel, right, so I bought this, and I funnel hacked, and I saw the thing, and I launched my own funnel, and oh my gosh, it made a bunch of money. So that's showing this is how I discovered the framework of funnel hacking. Now here's me how, oh, what's the word again? Discovery of the framework's the first one, and then the development of it, right? So then I come back. Here's how I develop it. The first thing, Tony Robbins told me this. And then I had this over here, and I had this over here, and then I actually teach the strategies. So then step one, this is step two, step three, step four, and you teach the actual strategy. So that's the big differences. It's a little nuanced, but it's origin story's here. Here's the origin story of the framework and how I discovered it. And then this is the origin story of how I developed it. And then you actually teach the strategy in that secret number one. Does that make sense? Yasim: So are you telling a different story for both of those? Because I understand the distinction between the strategies, but I have difficulties creating a different story for the two of them. Russell: Yeah. They are different stories for me. So again, the one is how you discovered it. How I bumped in like, oh, I had the epiphany of, oh, this is the framework and this is kind of the result of it. So I don't go deep into it there. And the second one's now like, okay, now as I was discovering it, let me walk you through how I actually developed this. The first thing I do when I'm developing is I did this, I studied this. It's like the second tier. It's like going deeper in on the story, right? The first one's I discovered, and then here's how I actually developed it. Yasim: Oh, got it. So like you say, this is how I discovered it, and now we are moving on to the secret, secret number one. And that's how you make the liaison, so to speak. Is that correct? Russell: Yep. Because they're tied together. So the first thing, you show your story, how you discovered it. And then like, oh cool, this is awesome. And I was like, okay, now we're going to get to teaching. Step number one, secret number one. And then now I'm going to show you, tell the story of how I developed it. Yep. Yasim: Thank you so much, Russell. This is Yasim, the lady in orange, red. I'm definitely reaching out to you to offer my help with everything because you are awesome. Your teachings are awesome. And the love you always show to your wife and your kids, you are not only a leader in marketing, but you are literally a leader for love, women. I love you with all of my heart, Russell. Russell: Thank you so much, I appreciate that. Yhennifer: Awesome. A shout out to Colette, right? Shout out to Colette. Thank you so much, Yasim. And our last guest here, Ariel. Ariel is a marketing expert in the Spanish speaking world as well. Also an award winner here in the ClickFunnels community. So Ariel, what is your question or what do you want to share here with Russell? Ariel: I do have a question for Russell. Hey Russell, how you doing? Russell: What's up man? Good to hear from you. How you been? Ariel: Good to hear, good. Very good. Very good. I listened to Carolina before, and I say to all the community in Spanish, we are working very hard to bring the first 150,000 Argentinian users to ClickFunnels this year. Really, really, really good to see you here in Clubhouse and hear you, and I'll see you soon. Russell: Yeah. Ariel's been a huge help on our side getting the international stuff. Will you do me a favor? Ariel: Of course. Russell: Will you tell people the story about how you found out about our community? Because I think it's really interesting. Ariel: In Spanish. Russell: The Dotcom Secrets book, how you found that. Ariel: I meet Russell in a plane. A customer called me from United States, and I need to take a plane to Miami. And they found the book. I lose my ticket and I can't fly on business like almost every flight. And I was a tourist. And I found Dotcom Secrets in the pocket of my front seat. Russell: Somebody left the book in the pocket and he found it in the pocket of the seat as he was flying. Ariel: Yeah. That means two things. The planes never are very clean. No, was a great discovery. And I fall in love with you, ClickFunnels, the community, the books, and start that relationship with you and all the ClickFunnels team til now. So was great. Was great discovered the book in 2000, what, 17? Russell: Yeah, probably about then. Ariel: Yeah. Russell: Anyway, I hope that was a crazy story. And then since then he's won 2 Comma Club, 2 Comma Club X, 2 Comma Club C awards and about a million other things. So we are grateful for you and having you in our community, especially your help with all the internationalization stuff we're doing together. Ariel: Thank you. And we will broke again another award. So we have two, maybe 2 Comma Club X this year. And again, the 2 Comma Club C. Will be amazing to give a hug in the stage again. Russell: Excited to see you again soon. Ariel: Thank you, Russell. Yhennifer: That's awesome. Ariel: Thank you Yhennifer, thank you. Yhennifer: Yeah, you're welcome. Congratulations. And we're excited to see you at FunnelHacking Live. I want to reset the room one more time before we close out this episode. Want to remind you guys that we are recording. Also, please click the green little house at the top, the Marketing Secrets Live house so that you can get, excuse me, club so that you didn't get a notification when Russell goes live again. If you loved this information, go onto your social channels and let us know how much fun you had here as well in this live. And Russell back to you. Russell: Awesome. Well thank you Yhennifer for helping. Thank you everyone for hanging out today. That was fun. As long as you keeps showing up and keep having a good time, we'll keep doing these. If you want to hear the recording, this stuff later, it will be on the Marketing Secrets Podcast. Just make sure you go to iTunes or Spotify or wherever you listen to podcasts and subscribe. And other than that, thanks you guys for hanging out. I had a good time. Thank you Yhennifer. Thank you for everyone on our team who helped put this together today. And with that said, we'll see you guys, hopefully all at FunnelHacking live. We're 105 days away from it starting. If you don't have your tickets yet, go to funnelhackinglive.com. The party is happening. We're going to be in person, we're having a good time, and we want to make sure you guys are all there if you're able to be there. And other than that, thanks everybody. And we'll see you guys on the next Marketing Secrets Live Show. Learn more about your ad choices. Visit megaphone.fm/adchoices

On this episode of Marketing Secrets Live, Russell explains the big “ah-ha” he had during a recent FHAT (Funnel Hack-A-Thon) event. To be on the next Marketing Secrets Live episode, register at ClubHouseWithRussell.com Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- What's up everybody. This is Russell Brunson. Welcome back to the Marketing Secrets podcast. Again, this is episode number two from a recent Marketing Secrets live show. I've been doing more of these podcasts live and having so much fun with it. Hopefully you enjoyed the last one where you had a chance to hear some really cool marketing secrets from some of my friends. This episode, I'm actually going to go deeper into something that I've been geeking out on. And I've been thinking about, that I think you are really, really going to enjoy. What I'm going to cover in this episode is actually one of the big ahas I got from a recent event we ran. It was our first live event we've had in, man, in a year and a half, two years, crazy. And it was called the FAHD event, the Funnel Hackathon event. I share one of the big epiphanies that a lot of people had at the FAHD event. If you want to get on our next Marketing Secrets Live show and get your questions answered live and hang out with us, make sure to go to clubhousewithrussell.com, go register for the clubhouse and you'll be notified the next time I go live. All right. Well, I'm excited. Typically, when I record the Marketing Secrets podcast it's me on my phone clicking record and talking. That's what's going to happen for the next 15 minutes or so, it's just sharing you guys the biggest thing that's on my mind right now. And so this week we actually did our very first live event since COVID, which was amazing. Here in our office we have an event room that holds about 60 people and so we did an event. The event is called the FHAT event, and it's not F-A-T, like overweight people who eat donuts and stuff for two days, it was the Funnel Hackathon. So Funnel Hackathon F-H-A-T. So they all nicknamed it the FHAT event. And this is an event we used to do. Four years ago was actually the very first FHAT event we ever did. And it was helping people to figure out their messaging, their story. And then we actually built out a webinar presentation with everybody in the audience, and we did it four years ago. And if you see inside of ClickFunnels community, some of the people who have had the biggest, most successful webinars, people that a lot of seven, a few eight, and a couple of nine figure earners who were in that room at the time, who crafted the webinar that went on to build out their entire businesses and their followings based on that. And so we did it once and then we ran versions of the FHAT event three or four times afterwards. And then, you know, when things work really good, like a lot of us business owners and marketers do, we stopped doing it. So we stopped doing it. I think I was tired of doing the live events. We kind of just paused it and didn't do it for a couple years. And recently I got excited and I'd been working on webinars and frameworks and just things like that. And I was like, I want to do the FHAT event again. And so we put it together. We invited some of our inner circle and some of our Two Comma Club X coaching students to come to it. And we had about 60 people in the office here in Boise the last two days, and then four or 500 people watching from home and it was amazing. It was two days and it was cool because we had a chance, it wasn't just like strategically teaching, like, oh, here's the strategic concepts, but it was very tactical, like, okay, here's slide number one, let me explain the strategy. On slide number one, this is what we do, why we do it, how we do it. And then everyone would jump in and they'd actually build out slide number one. Then we do slide number two, three, and we build out the entire presentation. So it was cool because when it was finished, everybody had a presentation that's done. They can go and they can actually use it to sell their stuff. And so that was what's happening the last two days. So obviously this is what's been top of my mind. And the last day of the event we went around the room and had everyone share their biggest aha and their biggest takeaway. And what was interesting to me is that the thing that came up the most often, that was people's biggest aha was something that I was kind of confused. I didn't realize that it was going to be even that big of a deal, and it was interesting. So before I share what that is if you know how the Perfect Webinar Framework works that we teach, right? When somebody comes on a webinar, first, we have an introduction. From there we share the origin story about how we discovered our framework, and then we have secret one, two, and three. Secret number one, you teach the strategy behind the framework. Secret number two, you teach the strategy behind the internal false belief they're going to have about the framework. Secret number three, you teach the external, false belief that they may have about their ability to use the framework. And then you transition to the stack and the closes. And that's kind of the Perfect Webinar framework, right? If you don't know how it works, if you go to perfectwebinar.com, seven bucks, you can buy the framework and the training that shows you the process. Or read the Expert Secrets book. I go into excruciating detail in that book, walking through the process as well. And so that's kind of, real quick overview of the framework for those who don't know it. Those who have gone through my stuff, you understand how the framework works. And the biggest takeaway people kept saying was fascinating was after they would introduce the webinar, they transitioned to their origin story. And what people were doing is they were just telling their origin story. Like, here's how I became me. Right? And they're telling their origin story. And even people who had really successful webinars, that's what they were doing. And when I kind of rebroke it down, slide by slide, I showed them that it wasn't just the origin story of themself that they're sharing, yet that's what most people were doing. It's the origin story about how you discovered the framework that you're actually teaching on the webinar. So for example, if you watch the webinar that we used to launch ClickFunnels, the framework that I'm teaching is this framework of funnel hacking, of how we find successful funnels. We look at them and reverse engineer them and we build our own funnels. That's the framework that I'm teaching. And so the framework, the origin story I'm sharing is not the origin story about, you know, how I met my wife or the origin story about how I started the business, that's not the origin story I'm sharing. Yet that seemed like for most of the people who were there, they've been sharing their origin story just about their life. Like, I was born on a cold winter night in blah, blah, you know, whatever, like they're telling their story, as opposed to it's the specific story about your discovery of the framework. Like, how did you actually find that framework? That's the story that's being told. Because when you do that, that then gives people the desire to go deeper on the framework. And so when we were building out everyone's webinar, the very first step we did with everyone is, okay with this webinar, there's a result you are promising. What is the result that everyone's, if they go through this 90 minute presentation with you, what's the result that they should be able to get? And so every business was different. There's some people there in the weight loss market, so I'm going to show you how to get six pack abs, how to make a million bucks or how to speed read, or you know, whatever the person, the result they had. And so it became super clear. What's the result? And the second question was, what are all of the things that people are currently doing to try to get that result? Like if someone's registering for your webinar it's probably not the first time they've like, oh, I want to lose weight. I want to make money. In fact, Kaelin Poulin said that the average woman goes through eight diets a year. So almost every month they're starting a new diet, so when they come and they register for your weight loss webinar this is not the first time. They've tried eight other vehicles this year to try to get that one result. And so that's the key is, first off, what's the big result you're promising? What are the other vehicles people are trying to use right now currently to get that result? And this webinar is about what is the new opportunity? What's the new vehicle that you're trying to show them? And so that first origin story is literally telling your story about how you've tried these other vehicles too. I tried this, I tried this, none of these things worked. And that's when this thing happened. Either I had an epiphany or I had an inspiration from God, or I met somebody and they gave me this nugget, this piece, this thing. And that's how I discovered this framework. And this framework is a new opportunity. It's the vehicle, it's a different way to get that result than all the things you've tried in the past. And this is how I found it and why it worked. So that original story, that first 15 minutes of your presentation is you're telling that story of how you discovered this framework. And that's the thing that gets the desire for them to like, okay, now I want to dive into secret one, secret two, secret three, and moving through the stack and the close and the rest of the presentation. And so again, there are probably four or five other people in the room that, that was their biggest takeaway was I always thought the origin story was just telling my story, but it's not. It's the origin story of how you discovered this framework, this vehicle, whatever you want to call it, the new opportunity that you are using to get someone the result that they've been trying to get through all the other things they've been trying in the past. And when they discover that and they hear your story about how you discovered it, all of a sudden, it's like, oh my gosh, now I get it. Now I got to figure this out because you're right. I've tried all these other vehicles. I've tried all these other ways to lose weight, or to make money or to whatever. So you're sharing those. And then this is the discovery that I found, the new opportunity, the thing that's different. And now they're intrigued, and now they're going to go through the actual teaching part of your presentation. So that's what I wanted to share with you guys is just understanding that the origin story is the origin story of your discovery, of the framework that you're going to be sharing with them during the presentation. And so hopefully that helps. And as you guys are creating your presentations again, anything you're trying to sell. In fact, I learned this originally from Perry who was on a little bit earlier, he said that, I think it was back when he was running Digital Marketer. It was like, they looked at all their old sales videos and their ads and stuff like that and anytime in an ad, they tried to convince somebody of more than one thing, the conversions dropped in like half. If they tried to convince them of two things it dropped like 100%, two to 300%. And so when you're creating your presentation, the only thing you're trying to do is get somebody to believe that this framework you're sharing is the best way for them to get the result that they're trying to get. That's the entire goal of the presentation. And so we understand that it's like, okay, what is the result I'm trying to get somebody? What are the other things they've been trying to get? And then this is the key. This is the framework that's going to get them that result. So that's what I wanted to share with you guys today, as you are crafting your sales presentations, it works for webinars, it works with video sales letters, works for upsell offers, works for your ads, works for everything you're doing, it's like that framework, that concept is the same. Sharing the origin story about how you discovered the actual framework. Learn more about your ad choices. Visit megaphone.fm/adchoices

On this episode of Marketing Secrets Live, Russell brings on some of his best marketing friends and asked each of them to share their biggest marketing secret! You don’t want to miss out on this valuable info! Register for the next LIVE episode at ClubHouseWithRussell.com Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Russell Brunson: What's up everybody. This is Russell Brunson. Welcome back to The Marketing Secrets podcast. I've got something special for you guys for the next three episodes. Some of you guys know we've been recently doing the Marketing Secrets Live show because as much as I love recording podcasts, it's kind of fun when I do the live versions, which means there's different energy people come on and they ask the questions. It's awesome. So recently we did a Marketing Series Live show, and if you want to be on the next one we do, make sure go to Clubhouse with Russell.com, Clubhouse with Russell.com. When you go there, you can subscribe to the Marketing Secrets Live Clubhouse group. And then when I go live, you get notified. It is on the Clubhouse app, but it's fun because it pops up, we can talk, you have to just hangout, I bring a special guest, and then I talk for a while and then we do Q&A at the end. And so some of you guys have had chance to hang out with me and get your live questions answered and so much fun. So if you want to be part of that, all you've got to do is go to Clubhouse with Russell.com, it's free and we record these things live. So the last one we did, it was a little over an hour long. The first section I brought in some of my friends and guests and asked them what their biggest marketing secret was. And these guys dropped gold. Like it was so good. In fact, one of them completely changed how I'm doing one of my funnels because of just one idea. It was amazing. And then after that I talked about some cool things I'm interested in, and then we opened Q&A. So I'm going take that live episode, we're going to break it out over three episodes. And so this first one is going to be where you have a chance to listen to some of my friends coming and sharing their biggest marketing secret. So with that said, I'm going to jump right into the podcast. You have chance to listen in. And like I said, if you want to be on the next one, go to Clubhouse with Russell.com, go sign up. Right now they're kind of sporadic. We'll probably find a date and a time that's consistent, but the format I'm really liking. So it starts off with people coming on, sharing their number one marketing secret, then I share the thing I'm most excited by, and then I open it with Q&A. So make sure you have the live ones. With that said I'm excited to let you guys kind of jump right in here to the last Marketing Secrets Live Show we do. All right everybody, I want to officially welcome you to Marketing Secrets Live Show. I'm so excited to have you all here. This is really fun doing it on Clubhouse. I've got five special guests who have agreed to come on today and share their biggest marketing secret before we dive into the actual podcast episode. And so I'm really excited to have you guys all on for that. In fact, one of them is the dude who actually told me to join Clubhouse back when it first came out. And so, I'll let you see him here in a minute, but I wanted to lead first off with Anthony Morrison. So Anthony is someone who I have known now for... Before he knew me, I guarantee I used to watch him on infomercials. I remember the very first time I saw him, we were at some event and he was sitting at the table with all the cool kids and I was on the table next to him with none of the cool kids, and I was like, "Someday, I'm going to meet that guy, we're going to be friends. It's going to be awesome." And now, I think he's won like 2000 Two Comma Club awards from us. He's one of the people that has been a huge supporter since day one, super grateful for him. He's one of our... In fact, I think he is the top affiliate inside of ClickFunnels right now. And not only top affiliate, but again, if you can see even his profile picture here on Clubhouse, he's won pretty much every award we've gotten four or five or 20 times. So with that said, Anthony Morrison, how are you doing today, bud? Anthony Morrison: What's up, man? What's up? I'm doing good. How about you? Russell: I'm doing awesome. I'm having fun trying to do a podcast live. So this is kind of a cool process. But I know you're short on time, so what I would love is, obviously the podcast is called the Marketing Secret Show, and I would love for you to share whatever your biggest marketing secret is right now inside your businesses having success. And with that, I'll hand it over to you. Anthony: Yeah, absolutely. I mean, look, I've got a few things obviously that I'm working on, and I think trying to pick which one is always my thing, right? Like, "Which one is going to give the most value to the people listening here?" And I think maybe for me, it's probably still kind of going back to... I know a lot of people, Russel, that are following you, that are part of the ClickFunnels community. I mean, most all of them are creating a product, they're creating their own informational product, they want to get it out to the world and they're using funnels to make that happen. And so I'll tell you my most successful funnel. How about that? Would that'd be good? Russell: Yeah, that'd be awesome. Anthony: Okay. My most successful funnel for the past three years, and it's interesting because some of the guys up here with me, I know Perry, Keyala, Kevin, these guys have also been kind of instrumental in giving me tips and strategies and stuff for the last three years that I've implemented in this funnel. But it's a funnel that sells a product for seven bucks. So it's kind of against the grain. I know that we often hear so much about how we always want to sell for more, sell at a higher price, make higher ticket sales. For me, what I did was I kind of went against the grain and I created a $7 product. It's called Partner With Anthony. I don't suggest any of you go and buy it, but you can go look at the sales page and check it out and see how we've set it up. But the cool thing about this is that I started thinking about how Russell set up these funnels, right? And it's with the intent of the minute that somebody hits this page, we want to essentially funnel them, right? Into becoming a buyer. Right? And so what I thought about, Russell, was why do we stop the funnel there? Why can't the education also be a funnel? Why can't we have an educational funnel so that once they buy through your sales funnel, your education also becomes a sales funnel. And so what we did with this product was we said, "Hey look, let's get as many people as we can into our ecosystem by selling something for seven bucks. And then once people get into the education, once they're in this educational platform, let's create the education in a way that kind of is broken down almost like you would do..." I mean look, you do this at Funnel Hacking Live, and I know everybody else that does events, you do this long three-day event. And at the of that event, there's a sale. But all the information in the previous two and a half days was designed to help create the desire for people to buy that thing that's being sold. And so that's what I do inside of the education. The education is designed to create content for purpose. So that's what we really do. And the purpose is to deliver the value and on the promise that we made. So if we teach people, like in the Partner With Anthony program, we're teaching them to become affiliate marketers. We're showing them how to be affiliates, right? So we want to make sure that is up. You're not paying attention to everything you're hearing, because you're also looking for, "What's he going to sell me? What's the price going to be?" All that stuff. But when we transfer ourselves out of that and we put ourselves into the education that we've purchased, we let our guard down a little bit. We quit being so closed off. We quit looking for red flags. We quit looking for, "What's going to cost me this, and what's going to cost me that?" And we really start to consume the information that we've bought. And when you do that, when you have a person in that environment, it's much easier to sell them, right? Because they don't realize they're being sold, you're selling through education. And so that's what we do with this little $7 funnel. We push as many people as we can into this educational sales funnel, if you will. And throughout that education we sell, and a lot of people ask me, "Man, how am I the number one ClickFunnels affiliate?" I don't ever run specific promotions. You don't ever see an ad for me on Facebook that says, "Here, come buy ClickFunnels. It's awesome." It's always sold through education. That is how I've sold all of these ClickFunnels accounts. I'm selling through education, not necessarily through my sales funnel. And so Partner With Anthony is one of those things that allows me to sell ClickFunnels through my education. So I would say one of the things you ought to start looking at is don't stop your sales funnel at the end of the sales funnel. Just transfer that selling into your education and start creating this educational sales funnel, so that once somebody comes through, now you continue to sell through education. That funnel, man, is doing seven figures a month for our company at a $7 price point. It's actually more successful than pretty much any funnel I've ever run. And it's been successful on every platform. We find high ticket, low ticket, all these, they work in different platforms. I mean, we're able to have positive return on investment from Facebook, from YouTube ads, from YouTube Organic and pretty much anywhere and everywhere we promote it. So maybe just don't always look at the highest ticket item. If you really want to create a company and a business that's going to thrive and going to continue to grow, in my opinion anyway, you need buyer velocity. You need a lot of buyers. You need a lot of people coming into your ecosystem so that they're introduced not only to your brand, but also all of your products, and this little $7 funnel is how we're making it happen. Russell: That is awesome. I think it's interesting too, especially the way you do it because the education is not free, it's $7, but then inside of education, you recommending the tools and the things like that. And so I think some people may be nervous like, "Oh, well, what if they feel like I'm upselling them on the next info product?" Or whatever. But it's like, you're not only selling the info, but you're selling the tools that you need to implement the thing that they just learned. Right? Which I think is, it's fascinating to think Anthony: Think about in college, right? This always amazes me. So people always say, "Well, wait a minute, people are going to get mad when you sell them something." Well, I know people... Look, we all know this, if I go to your website, Russell and I click buy, and then right after I clicked buy and I put in my information, and then you have a little video that pops up and says, "But wait, you can upgrade and get all this better stuff." People are like, "Oh man, I'm so mad. Why didn't you just tell me everything upfront?" Right? We hear that, people don't love upsells. But here's what's interesting, when the upsell is within the education like this, and it's not positioned necessarily as an upsell, but more so as either an essential tool or an added benefit, something that can help you grow within this course, people don't feel the same way about it. And if you think about it, it's a lot like college, you pay all this money to go to college, the minute you sit down in a desk, they give you a list of all the books you've got to go buy and they charge you thousands of dollars for these books that are 20 years old. And then they say, "Hey, you've got to have a specific calculator, and you've got to..." And people go and buy all those things, and they're not mad at the college. They don't go screaming and hollering at the college saying, "You didn't tell me I needed a calculator and these books." You know what I'm saying? So, once it's something that you're using I guess to consume and implement the education that you've purchased, I think that that disdain for the upsells kind of fades a little bit and it becomes more of like, "Hey, I'm going to do this because I've already bought into this. So now I need to get all the tools, resources, and help that I can to make this work." Russell: Very cool. Well, awesome, man. I appreciate it, that's an awesome tip. We could teach the whole three-day course on that concept alone, but hopefully everyone who's listening like "There's a nugget, there's a marketing secret." That you guys can all look at as like, "How do I build a front education system that sends people to my other products and services or the ones I affiliate for, and then selling it for $7?" You can get as many people in as possible. It's awesome. So, thanks, man. I appreciate you sharing that marketing secret. Anthony: Absolutely man. Russell: Very cool. All right, with that said, we'll move on to our next guest. We've got five total here. So let me see, number two. Let's see. How about we bring on Kevin David. So Kevin, I actually met Kevin for the very first time at Funnel Hacking Live when he was on stage getting a Two Comma Club award. And then I met him the next year getting a Two Comma Club X award. And anyway, someone who's been just killing it. He's got a huge YouTube channel. He's got a bunch of other stuff, won a whole bunch of awards from us, dream car winner, a bunch of other things. With that said, Kevin, how are you doing today? Kevin David: Hey, what's up Russell? I just want to take a minute to appreciate Anthony's…. Okay. Awesome. I just said I wanted to appreciate Anthony's profile picture. For people who are on the podcast not seeing it, he's literally standing in front of every award that ClickFunnels has ever created. And it's just an epic picture. So I should repost that somewhere. But yeah, no, it's funny. I told the story a lot of times, Russell that... The first and only two times we've ever met in person were getting in to Comma Club and then me on stage telling you I'll be back next year for the eight figure award. And I actually forgot to apply for the 50,000,000 one. But maybe I'll get around to it this year. Russell: You better hurry. We're 105 days away from Funnel Hacking Live. So you've got a little time to get it in, but you've got to hurry. Kevin: Absolutely. Russell: Very cool. All right. So with that said, I'd love if you want to share your number one marketing secret with anyone who's listening right now. Be awesome. Kevin: Yeah, for sure. I mean, I'm going to give two, and I'm kind of going to assume that your audience is a little bit more advanced, right? For a lot of the introductory stuff, people can find it on YouTube and blogs and things like that, but kind of the stuff that's much more difficult to find is kind of the more advanced stuff that happens more so for the kind of marketers that are really doing things at a large level, spending millions of dollars and things like that. And so, I've talked to Anthony and many people about this, and a lot of the guys kind of coordinate and figure out what works and what doesn't. For me, I'm going to give two simple ones that are really immediately implementable. So on YouTube, you can actually do a variety of different types of targeting, right? You can do keywords, you can do in-markets, topics, and target specific things like that. A lot of people try to get super over complicated and put these huge thousand keyword lists into YouTube to target them. But what I've found is you can actually target people on YouTube from what they've searched on Google in the last seven days. And that's really, really powerful because in-stream marketing on YouTube is actually much cheaper than Google keyword marketing. And so instead of trying to get all fancy and do these big thousand keyword long tail lists, what we've found is literally just uploading a single keyword, one keyword literally, into those in-markets, excuse me, into those in-stream segments actually works extremely well. So for example, we might upload an entire audience as a one keyword list just for the word money. Another example is we've proven and found that the keyword "business business business", literally that word three times is actually 20X profitable for us. And it has been for years for whatever reason. And we found that just by putting the word "business" as a broad match keyword campaign, and then Google actually auto-populates multiple variants of that based on "business" and then adding "business business" three different times, even though that seems ridiculous, that particular keyword, "business business business", has made us tens of thousands of dollars over the course of however long we've been doing things. The second one that I'll give is kind of a little strategy for people that kind of run Typeform Funnels, or any type of funnels that have purchases. What we've found is instead of having just a single "Thank you" page, we actually differ… find people similar to those higher qualified leads, which just makes everything so much more profitable and so much more successful on paid media. Russell: Dude, that's awesome. Very cool. I lost some audio on my side for a second, but I got most of it though. That was awesome. Hopefully I don't... I think it was something on my phone, so I think everyone's got it. So very, very cool. Anything else you want to share with people before we move on? Kevin: I mean, not really. I just... Every time we get to talk, Russell, it's always an honor. You really helped me a lot. And so the people listening to Russell's podcast, you guys are listening to one of the best, if not the GOAT in marketing. So I just appreciate every time we get to connect brother. Russell: Very cool, man. I appreciate you. Well hopefully some day we'll hang out in real besides just on stage, but we'll see you in a couple of months on getting the next awards. Thanks so much, man. I appreciate you coming on. Kevin: Absolutely. Russell: Very cool. Hey Yhennifer, before we go onto the next guest, do you have any announcements that you want to make sure that... I'm sure I'm forgetting some of the things I'm supposed to be doing? So as a newbie Clubhouser, let me make sure I'm doing this right. Yhennifer: All right. Awesome. We're going to reset the room really quickly here. I just want to send a reminder to everyone that we're recording for the Marketing Secrets podcast. Also, you see that little plus sign at the bottom? Ping your friends, add some people into this room that you feel will get tons of value from this podcast episode. And one more thing, make sure that you click on that green little house, Marketing Secrets Live on the top of this room and follow the club for more episodes. Take it away, Russell. Russell: Awesome. Thank you, Yhennifer. Okay, our next guest, I'm excited to bring on. The next guest is someone who literally... I'm reading through the bio here. The first year of using ClickFunnels at over eight figures, multiple eight figures actually very first year, which is crazy, has gone on to do a whole bunch more cents then, and excited to bring our next guest. Who is Keyala. How are you doing man? Keyala: Whoa, buddy. We've never even met and you said my name right. Kudos to you my brother. Russell: I'm not going to lie, I'm a little nervous. I was making sure I got it correct. So I nailed huh? Keyala: You know that you did a good job, and first I just want to thank you for having me out. You have some all-stars on the stage and you even invited Perry too. Russell: Shots fired. Keyala: Shots fired. Yes. Perry Belcher: Remember, I know where you live. Keyala: That's a true story. All right. So marketing tip, Russell. I'm going to give something that's a little advanced, I think. Russell: Okay. Keyala: So the question most often, right? Is so when we... I started out, to give you some history, I started out as an affiliate marketer. And at the end of 2016, the last week of November, 2016, I launched our courses and coaching business, teaching people affiliate marketing, and within four months we got to seven figures a month. Over the next year and a half or so I had 80 million views on my top performing YouTube ad. So kind of the question that I get most often is how did I ramp up growth that fast? And it really comes down to this concept, which is I think simple but often overlooked. And that concept is knowing your numbers. So for me, the game of scaling is just a game of mathematics. So what do I mean by that? So knowing my numbers means that I knew that the reason that I was able to scale so quickly is because I knew what every customer was worth. So I was running a funnel, a webinar funnel, where somebody could buy a low ticket sub $100 front end, and when they bought that low ticket sub $100 front end, they would then qualify to speak to my sales team. My sales team would then interview them. If they were a fit, we'd make a 10K offer. Well, I knew every time I got somebody to spend $99 on our front end product, I ultimately would make a thousand dollars within about 60 days, because I just followed the numbers as we were scaling up the campaigns. Once I knew what that customer was going to be worth to me in 90, sorry, 60 days, I was then able to go into... And this is an advanced strategy, but negative customer acquisition. So a lot of marketers that I've talked to are trying to break even on day zero or day one. Right? Russell: Yeah. Keyala: And in contrast, I was spending sometimes as much as $500 acquiring a $99 customer. So why is that significant? It's significant because whoever can spend the most in the marketplace on customer acquisition is going to own that marketplace. So engineering my YouTube views on my YouTube ads was the simple fact that I was willing to, because I knew my numbers so well, I was willing to spend more than my competitors were willing to spend. And we have a method in our media buying process we call The Bully Method, which I actually took the term from Tim Burg, where we would go in and we would just outbid everybody else who was... So we would manually bid an outbid everybody else in our space. So we would take what we're paying for a CPM, cost per thousand impressions, and we would 10X that amount just to force our ads into the feed, because I knew that I could outspend all of my competitors, right? So I was able to engineer through that process, through knowing my numbers, I was able to engineer that growth, and that's how we were able to hit those seven figures per month within just four months of launching. Russell: That's awesome. Keyala: And when you know your numbers, it really gives you a level of freedom. So as an example, when I sat down... February of 2017, I sat down with my team. We were looking at what the numbers were trending for over the past 90 days of running ads. And I said, "Listen, so next month, we're going to hit a million dollars a month. And here's how we're going to do it." And I broke it down for them. I said "In order for us to hit a million dollars next month, we need to have this many appointments on the calendar for our sales team. In order for us to get that many appointments on the calendar, we need to have this many front end buyers." Not every front end buyer would book an appointment on the calendar. I knew exactly what the ratio was. "In order for us to have that many front end buyers, we need to get this many people registered for the webinar." Because I knew exactly what percentage of registrants actually converted to a front end buyer. And then I said, "In order for us to be profitable on all of that, we can't pay more than 12..." It was roughly about $12.50, somewhere in that ballpark, per registrant. "So, marketing team, can we do that? How do we engineer so that we're driving up X amount of registrations a day, at or below $12.50 so that we can hit this seven figure, this million dollar mark, the following month in March?" And we ended up hitting it about three weeks into the month. So oftentimes when I'm talking with marketers at masterminds or at events, they'll be asking about how to grow their business, how to scale their business. And a lot of it had to be... To be mean, it's just a lot of pin the debt... Pin the tail on the donkey tactics, right? They're kind of running blind, because I'll start asking, "Well, what does every customer that clicks the buy button, what are they worth?" "Well, I don't know." "Oh, what does every person that speaks to your sales team worth?" "I don't know." Or they'll say things like, "Well, the average customer... Our most common product is this product." And I'll say, "Well, that's not what I'm asking. I'm asking you the moment that somebody gets to your order page and submits that credit card information, ultimately, what does that customer worth to you?" And if they don't know, then they are, to a degree, running blind, right? They're trying to scale their business without having the metrics to know how to scale it. And therefore, playing pin the tail on the donkey. The good news is I love math, so it works out really well. But if you don't, there's data analysts out there that you can hire that will come in and run that data for you and help you figure these numbers out, which will give you a game plan that you can follow. It's a treasure map to the promise land, so to speak. So that would be my number one tactic. Russell: That's awesome, man. I appreciate. I remember the very first event I ever went to 19 years ago, I heard Mike Litman speak and he said, "Amateurs focus on the front end." And when he said that it made no sense to me, but I remember hearing that and I was like, "Oh crap, am I an amateur?" I literally was focusing on the front end. And it was a couple of years later as I kept learning this game where I started to kind of realize what you're talking about now, which is like, "Okay, here's the funnel. Here's the pieces. What's the profit at each step?" And a hundred percent, since we were able to figure those things out and we knew, "Oh, we can spend, again, $70, $80 to sell a free book, or to give away a free plus shipping." Or whatever it was, because we knew to value everything. And then that's when we started scaling as well. So I think that's awesome. I appreciate you sharing that for sure. Very cool. This is fun. I'm actually really enjoying this. I'm getting good ideas on my side. If you guys like it as well, let us know. Okay. We've got one more guest speaker. Before we do, I'm going to pass back over to Yhennifer to make sure that we've got the room set up for everything before we move on to Perry Belcher. Yhennifer: So I'm excited to have all you guys here. Thank you for being in this room. Just again, another reminder we are recording here for the Marketing Secrets podcast. Make sure that you click on that little green house at the top to follow the club so that you can get notifications when Russell goes live again, we're planning to do many, many more of these. And also ping, some friends in the room, invite some people so they can come in here and join us for this awesome conversation. Back to you, Russell. Russell: Awesome, thank you so much. All right, so my last special guest today before we transition to full podcast, is someone who I have been a friend and an admirer of for, man, as long as I think of, 10, 15 years. He's one of the co-founders of Digital Marketer and about a million other things. Probably the greatest storyteller I've ever met. One of my favorite people to hear speak and teach and listen. And he's the person who told me to get on Clubhouse initially. So all of those people, if you put them all together is Perry Belcher. So Perry, thanks for jumping on today, man. I appreciate you. Perry: All right, man. Well, let me start off by griping a little bit. So number one, with the exception of Kevin, who's a really nice guy, I went to his place. I ate good food, he was nice to me. I don't really like anybody else on this whole panel. Morrison in front of his fancy schmancy wall of awards. And I've got a bone to pick with you, Russell. How much stuff have I sold on ClickFunnels? You sent me nothing. I got nothing. I get no respect here. I got stuff on the wall from ClickBank. I got stuff on the wall from YouTube. I got stuff on a wall from everybody. I got nothing from ClickFunnels. I'll tell you that. I get no respect. Russell: Have you filled out the form that says, "I apply...?" Perry: Whatever. Forms shcmorms, whatever. Keyala know-it-all, talks all the time. These guys, I don't know where you find them. Russell: Well with that intro, man I... Perry: What can I do for you? Can you get me to help you pick better panelists next time? I'll tell you… Russell: That would actually be super helpful. Perry: These guys, I don't know. Not all of these guys obviously. But I do think we ought to make Morrison box up half of those things and send them to me. It's only fair. Russell: It's only fair. Anthony: They can't get 18 wheelers down my street. So can I send you a 10th of them? Russell: Oh, that's awesome. Well, Perry, you've done pretty much everything in this business from physical products to info products, to coaching, to flying to china... Everything I think people could do to make money, I think you've done it three or four times. I'm curious, right now through the lens, what would be your biggest marketing secret you could share to people right now today? Perry: Actually I was thinking about this because when I talked to, I think it was Miles the other day, he kind of gave me a prompt what the question was going to be. Really two things, and one's extensive, and that's learning to tell a really good story. I think people really don't... Most people have no clue how to tell a story about themselves, their company or their products, or what they do. And I think I've been really good at that. I kind of had a natural talent for, but I've gotten really, really good at over years. And I think that's been a big help for me. And the trick or the cheat on top of that, if you're not good at it or if you are, it's even better, is something that almost nobody does but me. And that's physical premiums. I use physical premiums in every marketing campaign that I have, and Morrison and I were talking the other day, I kind of know some of his numbers, but I got a $7 offer like his now, and my CPA yesterday was $22 because I gave away a $5 hat, you know? And his is I think considerably more than that I'm guessing. Anthony, is that still true? Anthony: Oh yeah. It's definitely a lot more. Perry: Yeah. I just love physical premiums and I use them all the way through the funnel. I start with a physical premium. When I go to the upsell, I add another premium and go to the next step sell, add another premium. And people just really don't understand the leverage that a physical premium gives you. I'm not talking about a book, I'm talking about something that somebody wants. Not something that they need, but something that they want. And really, all right so what's a premium? What is that? It's a gift that you give somebody for taking a certain action that you want them to take. Like Russell, you've got a beautiful wife and when you proposed to her, I'm guessing that you had a premium in your offer. Didn't you? Russell: It wasn't me. Yeah. I was the afterthought. Perry: Yeah, it's called a diamond ring. You've got all of us... Got to hock that ring, and you've got to give them the premium because they know they're going to get some old guy that sits in a recliner and farts for the rest of his life. So the big prize ain’t that great. So you got it. But seriously though, I've worked on campaigns for LifeLock and we gave away shredders and built all our campaigns for survival preparedness, and now I've got that hat that I got on, the CEO hat, is my newest premium. And for my CEO journal, CEO 5,000 club. And I can acquire really great business buyers who are very aspirational for 20 bucks to cold traffic. That's a 19.4% front end conversion rate yesterday. It was insane. Russell: Is the offer actually... They had the offer for something else when you're attaching a hat to it. Perry: The offer is the hat in the beginning, and the upsell is a five day CEO challenge that comes with a big framed certificate. I give people awards. I do. I send it to them. If they're good people, I send them a freaking award. I'm not like some people that I know who just, "You fill out the form..." You know what" Russell: That second step is hard. Step one, earn it, step two, ask for it. So I get it. Perry: Yeah right. But anyway, I'm joking. But yeah, the second step is challenging, and because if I didn't have the framed certificate there, which is a very nice premium award, we would probably only get a 15, 20% take rate on the upsell, but instead I get right now in the neighborhood of a 42% up-sell rate on the $47 challenge. And then there's a VIP registration after that, I think it's about 30%. And I think I'll increase that this week, because I didn't have a premium attached to it. I'm going to put another premium that I give them when they buy the VIP for another a hundred bucks. And a good premium, Russell, only has to be something someone wants. It doesn't have to be something they need. For years and years banks gave away toasters when you opened a bank account. The toaster didn't have anything to do with a bank account, but everybody wants a new toaster or a set of steak knives or whatever. You just find something that somebody wants an ideally, if you're using the premium at the front of the funnel, like I am with this one, you want a premium that identifies the market that you're looking for. If you've got a fishing club or a fishing stuff you want to sell, then you need a fishing hat or a fishing t-shirt or a fishing rod. Something that identifies that front end buyer, that low dollar front-end buyer as having a certain aspiration or interest. But I don't think anybody understands the leverage of it. You'll get in the math... So what people do that screws them up in the head. And I know Morrison and I've talked about this. He still ain't done it. Right? They get to think, "Well, I got to ship a thing. That's going to cost 10 bucks." Yeah. But your CPA advertising costs is going to go down by 70. Right? So why would you not do that? But that's okay if nobody ever wants to do it, it's good with me. I like being in this ocean all by myself, right? But seriously, you'll never give away a physical gift, a good one that's thought about, thought through, that will increase your cost of delivery more than it will reduce your cost of acquisition. I've never... It's never happened. Russell: I'm freaking out on my side, because I'm thinking about we have our book funnels all the time, but I was late for the Dotcom Secrets book. If I gave a t-shirt that was like, "I Build Funnels" that came with the Dotcom Secrets book. Right? Perry: Then I'm going to rat out my best partner. So Ryan brought out his book, The Invisible Selling Machine. Remember that? Russell: Yep. Perry: So we sent that to the digital marketer list who love him like a fat kid loves cake, right? And that offer went out and he got a 3.9% conversion on it. And he was so disappointed. We were all disappointed. We put a digital marker "I'm smarter" t-shirt with it, conversion went to 11.1%, on a bundle. So you're talking about a $5 shirt, you know… Russell: 3X the conversion Perry: Well, you can say it increased the version, which it did, but it also reduced the cost of acquisition by three fours. Russell: Yeah. Perry: So whether you're... If you're buying media to it, it's emphatically important. And as we put more and more premiums down funnel, we see the same thing happen where the down funnel sales double and triple, and you just keep increasing the value of the premium as you keep increasing the price of the down-funnel products for sale. I'm into it so much I bought a... I've got a 24,000 square foot warehouse here now, where we make and print and embroider all of our premiums and we do it for some of our other people. But I got so into it that I wanted to be prime on it. So we make all of our own stuff now. It's a big deal. Russell: That's killer. Dude, Perry, thank you for sharing that. That was a big one for me. I'm sure it's awesome for everyone else. Perry: No problem. Russell: Very cool. Well those were our guest speakers for today. So I want to thank all of our guests for jumping on and sharing their biggest marketing secret. I got a bunch of notes to myself for myself here, which is exciting, which is awesome. Learn more about your ad choices. Visit megaphone.fm/adchoices

After tons of questions about the difference between a 2 million dollar and a 40 million dollar a year company, now I’m going to show you behind the scenes. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com Also check out marketingsecrets.com/2ccl ---Transcript--- What's up everybody. This is Russell Brunson. Welcome back to the Marketing Secrets podcast. Today's episode I want to talk about obsessing over your average cart value. All right. So I've been having so much fun in business recently. A lot of good things are happening. Things I can't tell you about yet. Things that at funnel hacking live will become apparent. And by January 1st of next year, it will become, you guys will see the future. I've been there. It's amazing and I'm coming back and I'm going to show it to you guys. But anyway, I can't tell you all the details. But I can tell you the things I am obsessing about right now because they're exciting. And one of the questions that I got a lot, there's an episode I did five or six episodes ago where I talked about the difference between a $2 million a year company and a $40 million company. And I just talked about there's two businesses I know of that sell basically the same product. One's doing 2 million bucks a year and one's doing 40. And I talked about just thinking strategically different, but I didn't, excuse me, I didn't give all the details behind it for a couple of reasons. Number one is I'm trying to acquire the $40 million a year company and I'm under all sorts of NDAs and stuff. So I can't talk about it, but after the acquisition is done, I guarantee you I'll be like... Anyway, you know I'm not good at keeping secrets. I'm the worst. This web podcast is called Marketing Secrets. My books are all called... Whatever secrets I got I just give you all the secrets. Somebody asked me, "Russell, can you keep a secret?" I'm like, "No." I've got no ability to keep secrets. I'm just going to write a book about it or do a podcast. Anyway. So don't tell me your secrets, but I'm sure that I will share with you guys more as I'm able to. But anyway, this I can share though, is as I'm watching again, the difference between $2 million offer and a $40 million a year offer is obsession with one thing. Can you guess what it is? I told you the intro. So now you know, it's obsession with your average cart value, the ACV. So what's the average cart value? That is how much money on average a customer gives you when they come into your funnel. Right? So a good example, this is my books, right? So someone buys a book and they may pay $9.95 shipping handling for the hard cover .Com Secrets book, right? So they buy that. But it doesn't mean my average cart value is 10 bucks because from there they can, there's the order form bump and then upsell one, upsell two, there's all, there's the whole process we take people through, right? So as they go through this process, the average person, so for everyone who buys the book let's say we sell a thousand books and some people buy upsell one some buy upsell one and two, everyone's buying different things, but if you do the average of all of them, it means on average how much you make for every book buyer. So a good example is when we first launched the Traffic Secrets book, I remember the average cart value was $70. So for everyone who bought a book, we averaged $70 in collected revenue during the immediate funnel, the point of sale funnel, right? It's not talking about over the next 30 days, 60 days, 90 days. Because there's lifetime value customer there's always other metrics we look at, but for average cart value is how much money they make immediately, point of sale, while they're hanging out with you. Right? And so that's the number. Now we launched the book Funnel, obviously when you first launch it, it's like your most excited audience, right? Like all you guys were probably like, "I'm going to buy Russell's book." And you're like, "I'm going to buy all the upsells." And you did and I'm grateful for that. But the average cart value was amazing, it was like 70 bucks a book. And over time as you go to colder traffic, that'll usually taper down and maybe it ends at 35, 40 bucks average cart value. Right? But knowing that, "Hey, I can spend 40 bucks to sell a book and I'm still profitable." That's a big deal. Right? That's the reason why we're able to sell so many books is because I can spend $40 to sell a free book, whereas everyone else in the publishing world they're selling them on Amazon for 20 bucks, they can spend 20 bucks maybe, and that's about it. So I can spend twice as much to acquire a customer or more because I control the cart. Plus, again, after the cart's done, then there's the email sequence, all these other things that we monetize and so that customer becomes a lot more, worth a lot more to us over time. But the average cart value is the key, right? Especially in this game, there are obviously companies we compete against who have outside investors and funding and they'll go six. They'll go negative. So they'll spend $200 or a thousand dollars to get a customer and it takes them six months to get their money back. But for me, and for you guys who are Smart Funnel hackers, who understand this game, for the most part you should be able to break even in real time. Right? So you should, when you spend a hundred dollars on ads, you should make a hundred dollars, worst case scenario, right? Just because that's, we're, we all should be. The amateurs in this Funnel Hacker world, we should be better than the majority of businesses. Right? You should be able to break even at point of sale. And so that's the first thing, right? That's how we're able to grow with scale these businesses is that we could spend $40 to sell a free book and we still break even. And now everything on the backside of that is gravy. So hopefully that makes sense because I'm going to go a little deeper here now, but that's the first part. And I'm sorry, there's so many, I know for some of you guys who've been around me for a long time and you're like "Yeah, that's a no brainer." For somebody who's maybe newer, who might be like, "I don't understand how this works. I thought that was my business was my funnel?" And it's like, "Yeah, but that's the first funnel, right?" One of my first mentors, actually the first seminar I ever went to, I heard Mike Limon say, he said, "Amateurs focus on the front end." And I didn't know what he meant for years, but I was trying to, I was trying to make money on my front end funnel and what he was saying at the time, I remember he was saying he was spending $30 to give away a free DVD. And I was like, "How are you doing that?" But I didn't realize that people gave away the free DVD. They called him on the phone two weeks later, he sold them a 5,000 coaching package and he had this whole business model. And so he's able to go in the hole because he knew that 30 days later he was going to make money. Right? And so that's, amateurs folks on the front end we're Funnel Hackers, we're not amateurs. We're the ones who understand this game and so we can make really good funnels that are profit on front end and then we've got the backend on top of it. So that's why we're able to grow companies so quickly. Right? So anyway, I digress. The thing I want to ask you guys about today is obsession over average cart value. So what I typically do, and this is my bad habit is we get together, we launched the funnel, then at launch time we're split testing, we're tweaking, we're testing, we're trying to get the average cart value as high as we can. And then after two or three weeks, Russell gets bored, he goes on to the next offer and he leaves. Okay? And my friend, who we're purchasing his company that did $40 million in sales last year, I've watched him, he's got, I don't know, four or five little front end funnels that he focuses on. Actually for him, he doesn't have a back end, which is why we're acquiring them because ClickFunnels would be perfect backend, right? But he's making all his money just off the front end funnels. But his obsession is with the average cart value, right? How much can you make for every person that comes through the funnel? And right now, just to put it in perspective, I can't remember exact numbers, but his average cart value is something like $160. So it makes it $160 every single person who buys his front end thing, which is insane. It means he can spend $160 to sell one of his things, and it's things not a free plus shipping. There's, there's a cost in it and I'm not going to tell you the pricing yet, because I can't, but it's crazy. And as I've been talking to him, as we've been doing this negotiation and buying it, purchasing the company, he'll send me messages about things he's testing and he's still the same offer he's been writing for five or six years now, it's killing it. That I might, I'd be like, there's no way to make this better. He's like, "Show me the things they're doing." And they're not like, a lot of us do split test. Right? I try this headline versus headline this versus this. And that's great, but he's not just doing that. He's been testing so much at such a deep level, he's doing these big radical shifts, right? You show me this process of where when somebody comes in after X amount of seconds this thing pops up and then for a coupon they email in. And then he sends out this email sequence and he's split testing two or three different email sequences, see which one gets the highest take rate and on and on, on. All these things, you know? And that's his obsession, is this deep dive on average cart value, making it better and better and better, you know? And when he got this focus on funnels initially, the average cart value was $60 bucks. Right? Which is good. I would have been celebrating "Ooh, 60 bucks. Good to go." I think that would have been a break even at that point because they're spending about 60 bucks to break even but then he's obsessed with. Like, "Okay, we need another upsell. What's the down sell? How do we change this? How do we change this? How to tweak this? What's the email sequence? What's the post, the pre, the landing page? What are the, like he geeks out on all these pieces at such a deep level. I started realizing that that's my, one of my biggest problems on my side, is that I do some testing up front, it's good enough, we run it and then our ad team run it, and then it runs till it's not profitable anymore and then we pause it and come back three months later and try to run it again. Right? Whereas he just keeps going deeper and deeper and deeper. And so on my side, we started building out a team specifically just to do this. He's in of my sites inspired me, "Okay, if I'm making $40 average cart value in a book, what would the metrics look like if I get to $80? If I get to $80 average cart value that changes everything, right?" It's not a little tweak, I could spend an $80 to give away a free book. The metrics on that are insane. Right now I can sell millions of copies of book versus right now we're selling hundreds of thousands of copies of the book. Right? But it's that. But I had to figure that out. So I don't know how to do it yet, but it becomes the obsession. Right? I did a clubhouse, which is probably going to be on this podcast soon. I did a marketing CS podcasts or clubhouse and on that I asked people their biggest marketing secret and Perry Belcher dropped this bomb. You may have heard this, but he said the biggest thing he found, the biggest marketing secrets he has are now are adding premiums to things. And he specifically said that when Ryan Deiss launched his book, he was getting 3% conversion rate, and so he added a t-shirt with it. Now that adds premium and went from a 3% conversion to 11%. And he didn't talk about average cart value but come on now, you get three times as many customers to buy for the exact same ad spend? Your cart value could three X, right? You can go from a $40 average cart value to a $120 by adding a t-shirt to go with your free thing. Or something crazy like adding a premium. So I don't know if that's going to work or not. I have no idea, but guess what we're testing this week? We're going to test you buy a dotcom secrets book you get an I Build Funnels t-shirt right? Let's see how that works. Because if that increases cart value by whatever, that's insane, right? The three X of my cart value, now I can spend three times more money to get customers. And then he talks about, he was doing premiums not on the front end, but on the upsells and the down sells and things like that as well. It's like, what are the premiums that can be added that make people more likely to take the offers, which increases the average cart value?What's the email sequences, what's the actual offer? Could we make the offer better to offer to be more expensive? Does it need to be less expensive? There's just a million things you could test. But most of us are like, "Okay, I tested headline A, headline B and that's it. Right? Or we don't test at all but it's like, man, after you have a funnel that works, like my buddy here, he spends obsessively for four or five years now the same product that another one of my really, really good marketing friends does 2 million bucks a year on, he's doing 40, and the difference is obsession with cart value. Because he can outspend everybody else, 10 to one. Right? And so that's the question for you is how can you obsess about your average cart value? What things can you do? Can you build a team or a process? I used to have a mantra in our company back in the day, it was when Todd was not developing ClickFunnels for full-time, but he was doing more stuff on the marketing, he would come up with split test ideas and we tried to compete against each other all the time. It was really fun. And so our mantra at the time was like, how do we give ourselves a raise every day? And it's like, well, the way we do it is by split testing, right. Let's test this versus this versus this and keep testing different things. And we have a winner, right? You add a t-shirt premium offer let's say to your book funnel and all of a sudden it goes from a 3% to 11%, you just 30 x your money or more, that's, you just gave yourself a raise today. Right? So that was always the question is how do you give yourself a raise today? How do we give ourselves a raise today? What's the next thing? What's an idea? What could we do to drive the needle, make those changes. And so for you, that's what I want to post this in your mind, right? After you have a funnel that works, instead of doing what I do, moving on to the next funnel, or focusing on something different, come back and say, "Okay, here's my cart value. Every single day how do I increase the cart value? What can I do today? What can I trust today? What can I try today? What else can I do? How do I shift the offer? How do I position it from... What can I do to it to increase that cart value? And the more you start thinking about it, the more ideas will come, the more bigger highs you have, all these things we'll tweak and change based on that. So anyway, that's what I want to encourage us to do, is starting to obsess with the average cart value. ACV, average cart value, how much do you make for each customer that comes into your world? All right. With that said, I'm going to end this podcast because I'm getting into traffic and I don't want to wreck. So there you go. Anyway, I appreciate you guys listening. Hopefully you got some value from this episode and hopefully it starts a new obsession for you on the thing that could take your funnel from a $2 million a year to a $40 million a year thing. Obsession with the average cart value. Thanks again guys. And I'll talk to you soon. Learn more about your ad choices. Visit megaphone.fm/adchoices

Enjoy this replay of a special episode from a few years ago. Russell breaks down this simple 3 step system on how to be coachable. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- What’s up everybody, this is Russell Brunson. Welcome back to the Marketing Secrets podcast. Hey everyone, I’m really excited, I know I’m always excited, but today I’m especially excited because yesterday I hired a new coach. If you’ve been listening to the podcast for 5 years like you should have been, I’ve talked about this before in the past. But I’m a big, big, big, big believer in coaching. When I was wrestling I always had a coach, I usually had 3 or 4 coaches. I had a freestyle coach, Greco coach, nutrition coach, strength training coach. But sometimes we get in business and we’re like, “Oh we’re so smart, we don’t need coaches.” And no, you’re wrong. In fact, it’s kind of funny because a lot of people I know who are really successful in this business for a long time who no longer are, they’re like the last people to go and get coaching. It blows my mind, because they think they know how to do it all. I’m kind of at the top of my game right now, I don’t know, maybe it’ll go higher, but I definitely think I’m 9 ½ minutes into my 10 minutes of fame, what it is 15 minutes of fame, 14 ½ minutes in. So who knows when this whole thing will go down, but for me I’m at the peak of where I’ve ever wanted or dreamt of being. I’m still trying to find coaches to coach me in different areas of my life and different aspects and different things. I’ve had health coaches, business coaches, all sorts of stuff. Yesterday, actually two days ago I was listening to a podcast, actually the Freedom Fast Lane podcast by Ryan Moran, and he was doing a call with this dude, and the guy coached him through this thing on the podcast. I was like, that was insane. I said out loud that I want that guy to do that thing for me every Monday morning to keep me focused on what I’m doing. And I’m not going to tell you his name, not because I wouldn’t share, but because I don’t want all you guys trying to hire him, because that’s not his core business. But anyway, the next day I messaged Ryan I was like, “Dude, I need this guys info.” And he’s like, “Oh.” And then I messaged 50 other ways and finally Dave got a hold of him and two hours later I was on a call with him. During this call he literally did a laser coaching thing with me and I was like, “This is so awesome. I want this every week.” And it’s kind of funny, this isn’t his full time gig, doing coaching like that. He’s like, “Well, where do you want to go?” I’m like, “I want to write you a big check for money and then you do this every Monday morning for me.” And he’s like, “Okay.” So I did, I wrote him a check. And now next Monday I have my first actual thing and it’s so exciting. I’ve had different coaches in my life. I have a coach every Tuesday morning I meet with more on like, it’s Tara Williams, who is an energy coach, but it kind of goes in different directions, from spiritual to physical to mental to business to relationships, all over the place. So that’s one that touches on different areas of my life, but this is very specific on focus and intent and I’m so excited. I’m excited for that. I wish you guys could see how I was jumping around, crazy. I was so excited to give someone money to be able to coach me. Because it gets hard, the different levels you get to, it’s harder to find a coach who’s there, who can take you through a different aspect, so it’s just exciting for me. I’m so excited. In fact, that’s why as a coach, I obviously coach a lot of entrepreneurs, I don’t want my students or friends, whatever you want to call them. I want to keep progressing myself so that they keep having something to tap into, if that makes sense. I’ve had a lot of coaches throughout the years, that I came in and really quickly we met and then surpassed and I’m like, I can’t get stuff out of it. I don’t want my people ever feeling that way. That’s why I’m always pushing myself, pushing myself, pushing myself just so that I’m always as sharp as possible so I can keep serving and giving and coaching. But anyway, I’m just excited and what’s interesting, and this is the point of the podcast, not that you guys care that I hired a coach. But more so it’s because at the last Inner Circle meeting last week, we had 4 days of Inner Circle and I got 4 days next week too, I’m so excited. But what’s interesting, I watched a pattern. It was such an interesting pattern. First off, people in the inner circle are people who, they hear what I say, they do it and then they succeed. It’s really interesting. They hear what I say, they do it, and then they have success. Hear, do succeed. Hear, do, succeed. When I was wrestling, I remember one of my coaches telling me, “You’re one of the most coachable people I’ve ever had.” I said, “What do you mean?” “Well you hear what I say and then you go and do it. I literally between matches will show you your level was too high. You need to lower your levels, be moving more. Next match you’re doing that. Most people I tell them that over and over and it takes weeks or months or years to even attempt it. I tell you something and you just do it.” And I’m like, “Yeah, isn’t that how it should work?” You hear someone you trust, that you hired, that you are paying to be a coach, someone who is your coach, you hear them, you then do that thing, and you make money. Or you hear that thing, do it and then wrestle better. That’s the process. So the key first off, you gotta tap into somebody that you trust. Someone who you know is not going to lead you astray, someone who knows more than you do. So when you hear them, you’re not second guessing should I do that, should I not? You gotta pick the mentor that you have 100% faith and trust in. It could be me, someone else, I don’t care, just pick somebody where you’re like, I have absolute faith in that person’s opinion. Therefore I will do whatever they say. I will hear and then I will do and then I’ll have success. But what’s interesting is during this whole inner circle, again, I’m watching and most of these people, that’s who they are. They hear, they do, they succeed. That’s why there are able to afford 25 grand to come hang out with us a couple of times a year. That’s why they’re having success. But as I was watching, not all of them, but probably 60% of our inner circle members are also coaches in different markets, different industries, things like that. And what’s interesting is almost all of them said “I’ve got these students and they just hear what I say and do it and they have success. But I’ve got all these other ones who don’t.” And I was like, it’s so fascinating to me that people that have success what do they do. They heard, they did, they had success. The one’s who didn’t, they heard, they questioned, they thought about it, they flip flopped, they over analyzed, they studied something else, they did this, they….they get stuck in this thing in the middle that they don’t really hear. And it’s just so fascinating for me. Yesterday when I heard, two days ago when I heard that podcast and the second I heard it I was like, “I heard it, now I’m going to go do so I can be successful.” How am I going to do it? I know I’m going to forget or it’s going to be hard so I’m going to pay someone so I can do it. So I heard, did, boom now I guarantee you guys will see in the next 6 months, the changes in my company and hopefully in me personally because of this coaching. Again, I could have heard the podcast and thought about it and tried things, but no I heard it, I’m going to go do it and then I’m going to be successful. So if anything you get from this, there is a pattern of people who are successful in all areas of life. The pattern is number one, they find the mentor, the person, the coach, whatever they believe to get them where they are, and then they put on blinders. They hear, they do, they succeed. Hear, do, succeed. Hear, do, succeed. That’s it.  And if you’re not successful, something happened. Number one you picked the wrong mentor, so you picked someone you’re not really trusting or they have bad advice, bad strategy whatever. So if that’s the case, pick somebody that has the right strategy that you trust. That’s number one, so you do it. Number two, you have to listen to them. Now listening, I said this to one of my friends one time. There’s two types of listeners in the world, those who listen and those who wait to be heard. And a lot of you guys are hearing stuff, but you’re waiting to be…..You’re trying to inject this thing in the middle, and I don’t want you guys being the people who are waiting to be heard. You are hiring a coach so you can listen. So stop, get the right person with the right strategy, pay them whatever it takes, then listen. Listen. Even if you think you know a better way, you read a blog post or a book or someone who has a different…it doesn’t matter. There’s a million ways to skin a cat. Pick a strategy from a person and then listen to what they say, and then whatever they say, do it. That’s it, just do it. And then what will happen? You will have success. Listen, do, succeed. Listen, do, succeed. It’s a pretty simple strategy. It’s somewhere between the listening and the succeeding we get caught up trying to think or over analyze or whatever it is. In fact, it’s interesting, people that are really good at school typically, the reason I think they don’t succeed in this kind of world is because they listen and they analyze and think….it’s good to think for yourself, but you’re hiring someone who already thought through these things for you. Like this dude yesterday, I don’t know, I’m guessing he was surprised at how he said something and I’m like, “Okay, I’m doing it. Done.” I listen, I heard, I did. I’m not like, “Well, my company is bigger than yours and I did this…” or whatever. No, I listen, I do, I succeed. I trusted him enough to give him money, therefore I’m trusting his strategy with 100% certainty that this is the way. Otherwise, I wouldn’t have picked him, I wouldn’t have paid him, I wouldn’t have whatever. I chose that person, therefore I will listen with 100%, I have 100% certainty that everything he says is going to be truth, therefore I will listen, I will do and I will succeed. So this message is mostly for those of you guys who are struggling. My guess is that somewhere between this little chain that you’re missing. You picked the wrong person to tap into a strategy. But if you’re listening to this, you’re listening to me, so obviously you picked the right thing. So you got the right strategy to listen, do, and succeed. Boom, that’s it. I look at Brandon and Kaelin, literally Brandon and Kaelin come to every event, they’re at everything we do. They listen to every podcast, they’re probably listening to this right now smiling and saying, “Russell keeps dropping our name again.” They listen to everything. They picked somebody they trusted, they listen, and they do. I will literally be onstage at an event talking about a concept and I get off stage, and Brandon’s like, “hey that thing you just said, I just launched it.” I’m like, “What?” He’s like, “yeah, While you were talking I did it.” He’s listening, he did it, he’ll succeed. That’s why their company is going….. Everyone else in the room is sitting there listening, listening, taking notes, thinking about how cool it would be, and then they hang out in networking and they’re talking and….No, Brandon is there listening, doing and that’s why they’re so successful. So for you, look at that chain, there’s four elements. Pick the right mentor with the strategy and have absolute certainty in what they say, listen to what they’re saying, again listen, not waiting to be heard. Listen, then do it. Whatever they say, don’t even… Just do it. Just jump off the cliff. I trusted this person, therefore I will jump off the cliff if they tell me to. Just do it. And then get success. That’s it. That’s it, it is really that easy. So easy. It’s insanely easy. I don’t know why we keep complicating this. So don’t complicate it. If you do this thing and don’t have success, there’s somewhere in here, either you didn’t hear it right, or you didn’t do it right, or you picked the wrong strategy. If you get the right strategy up front, you listen and you do, then you’ll have success. It’s inevitable. You can’t not succeed. So there you go guys, I hope that helps. It should help you, but it should also help the people you’re coaching. It should help, so many ways. Understand that guys, that’s the key. So, I appreciate you all for listening and subscribing to the podcast. If you’re not subscribed yet, go to iTunes.com and subscribe or I guess marketingsecrets.com there’s a link to the iTunes, that might be easier. And then please rate, review, let us know, share this, if you got any benefit from this. Appreciate you all, thanks so much for everything and I will talk you all again soon. Bye everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

The roundtable interview with Matt and Caleb Maddix and a small group of people who are trying to change the world. Enjoy the final section of this special 4 part episode series. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Russell Brunson: Hey, what's up everybody. This is Russell Brunson. Welcome back to the Marketing Secrets podcast. Today I want to introduce you to the exciting conclusion of our World Changers Roundtable podcast. This has been the last three episodes you've had chance to listen to them behind the scenes as Matt Maddix and his son, Caleb, and a bunch of amazing people asked us a ton of questions, and I hope you've been enjoying them. Now, as I told you guys earlier, this interview went for almost four hours. This next episode is about 45 minutes or so long, actually technically 43 minutes. And for the most part, the interview is great, except for, I think that by that time of night, the batteries and the microphone started dying. And so towards the end, some of the audio is not as clear as possible. So you have two choices. Number one, is listen to it and be like, "Oh, it's all right." Or number two, when you get to the bad audio, just skip to the next podcast. But there's some really cool stuff that happens during that time. So I didn't want to just cut it out because I thought it's just really good stuff I think you're going to enjoy. So some things to talk about on this episode is my morning routine. Like, what does it look like? How do I do it? How do I shift it around? Another one is I talked about my mission. A lot of you guys know I served a mission for the Church of Jesus Christ of Latter Day Saints. I spent two years in Jersey knocking doors and I talked about what I learned from that and like the experiences and things like that. We spent a lot of times talking about Operation Underground Railroad and how I got involved and some of the inspiration that came, that led me down the direction we did with that. I talked about Tim Ballard and some of what he has to deal with as running Operation Underground Railroad and how people are fighting against him and the amazing mission he's doing and how you'll see no matter what mission you're trying to accomplish, Satan and the adversary are always trying to fight against as well. And we talked about how the fact that as you're publishing and you're sharing... One of my big beliefs that comes from scriptures, that your sheep will hear your voice. And so, there's a lot of cool things and steps. We always talk about owning the devil towards the end. And then we talked about some of the experiences feeding the homeless and the kids and a whole bunch of other stuff. So, anyway, I hope you enjoy this episode. I apologize that some of the audio cuts out at the end, but, you know, battery life. We should be upset at the people who make Lav mic batteries because they're the ones whose batteries died. No, just joking. But for the most part, hopefully you have a chance to hear it and get some good value from it. Again, I hope you enjoyed this series. We had so much fun doing the interview, and hopefully you got a ton of value for you and for your family. And let me know if you want more of this kind of stuff, this is different than my traditional Marketing Secrets podcast, but hopefully you loved it. If you did, let us know, and we'll continue to make more content like this as well. With that said, we can keep the theme song, we'll jump into four of four of the World Changers podcast interview. Speaker 2: So I just want to know your daily routine. I just really been getting into my spiritual side, right. Speaker 3: Oh, yeah. Speaker 2: So just tapping into that, more of the importance of that and doing the morning, and if you do anything. Russell: Yeah, for me, it's- Speaker 3: Good question. Russell: ... weird because one of my close buddies, his morning routine is like four hours long. He literally said it to me. I was like, "Oh my gosh." But he has no kids. And so it's tough because I got five kids. So by seven o'clock it's on. It's on like Donkey Kong. It's crazy. It's like kids and food and... So it's like if I have a morning routine at half 7:00, before 7:00, it doesn't happen. And so, it depends. I go through different cycles. Sometimes if I'm writing, I'll get up at 5:00 because that's like really good time from 5:00 till 7:00 when I'm writing. If I'm not writing usually closer to 6:00 and that's the time where I'm reading. I've never got into meditation, but I do read scriptures. I read things. I want to, I've never had... I need someone to give me a meditation experience that's like magical. Do you know what I mean? I've tried before, I get the apps or whatever. And I'm like, I feel... or whatever. So I would love to go somewhere and have like a really cool... I've just never had one yet. So it's not part of what I do yet. And I take a lot of supplements. So, after my nighttime, I try to put as much supplements into my body as possible- Speaker 4: What do you take? Russell: A lot. I could show you the list. There's a lot. Speaker 4: Okay. Matt: Well we do know that protein ice cream is one of them, just to let you know. Speaker 5: How did you develop your supplement line? Do you have like a DNA doctor or... Russell: Anthony DiClementi has helped me a lot. I think he's cool. I've done blood tests and stuff like that to shift things. I read a lot, study a lot, try things, test things, see what helps, what doesn't. So, I like having just supplements for my body from morning till noon, just because... I don't know, I feel like it's just absorbing all the amazingness from them. And then seven o'clock hits and that's when it's just like, all right from 7:00 till about 8:30, it's like getting kids ready, driving kids to school. My kids are in four different schools, so it's here, there, back and forth, all sorts of stuff. Male: Do you take them? Russell: Yeah, I love it. We do, but I love driving to school. It's my favorite part. Because it's like... Anyway, yeah, I fight to drive them. It's like, sometimes they can bring their friends with them. So I get to hear them talk with their friends. And it's just like a cool time, I get to see them go to school. And I don't know, they're just so cute. They jump out and they try to be all cool when they walk in. It's just, I don't know- Matt: It's a bonding time. It's driving your kids to school. Russell: Yeah. And I try to get them in a good state, try to listen to music because school's horrible. I don't know about... I hated school. Matt: Ahh damn, me too. Russell: And I know I'm about to send them to the thing I hated the most. So I'm like I need to get them in a good state to listen to music, this type of thing. What are you most excited about after school? And trying to give them something so when they send them to like- Male: Prison. Russell: ... Oh yeah. And then, so right now I'm wrestling. I have a tournament next week and I'm wrestling. And so- Caleb: When can we all watch it? Russell: I'll send you the footage afterwards… Matt: We need a private Facebook group, man, where you can Facebook live just as a group. Russell: We're filming it. If I do all right, I'll show you guys. Male: Okay. Russell: So right now, at 8:30 at home, and then one of my wrestling buddies shows up. So from 8:30 to 9:00 we wrestle and just beat the crap out of each other, which is like awesome. When we weren't wrestling it was lifting and stuff like that. And then from then I got like all my focus times done, supplementation, kid time, workout. And then I go to the office and that's where my team time's there. So I got a team, that's where we'll be building stuff, a lot of people and- Female: What time? Russell: Let's see 8:30 to 9:30. It's about 10:00, 10:30-ish, I'll show up, a lot of them will show up. And that's when we're doing more stuff together. I mean, it just depends on... He's got crazy ideas and wants to stay later or whatever. But yeah, I use that and then I get home and I try to play dad from then till about 9:00, taking the young kids to bed by 9:00, and then the older kids are a little later. 9:00 till we pass out and my wife and I can actually spend some time together. Male: Do you work on Sundays or not really? Russell: I have a church calling and so I'm doing a lot of social media missionary work and generate leads for the church and stuff. So I do that on Sunday, but it's all focused on church stuff. Male: You did the 2 year missionary thing. Where'd you go? Russell: New Jersey. Male: ... and how was it? Russell: It was amazing. Male: What did you think about it. What'd you- Russell: It was the greatest experience of my life. I was telling these guys yesterday... Typically in someone's life it's the most selfish time of your life. 19 years old, what do most 19 year olds do? Like you're thinking about yourself and your… Yeah. So, it's like you literally are taken from that, you're shipped across the country, across the world. They get rid of your name. You're no longer Russell. I became elder, Elder Brunson. White shirt, white tie, yeah. No, I'm not an elder anymore. I'm not an elder anymore. I got released. But yeah, there's no dating. There's no calling home, none of that stuff. So you're in a spot where you can't do anything for yourself for two years. You can only serve other people. And most people are angry at you for even doing it. And so it's like just a really cool experience where it's not about you for two years. And imagine the shift that makes in your life where now it's like you come back and it's like... Anyway, it shifts everything, there's no way- Matt: Yeah, because like you were saying to us, if you can... The best training is gospel work, man, is out there talking to people about Jesus- Russell: Do you want to hear my pitch? Matt: ... Huh? Group: Yeah. Russell: This isn't the real pitch, but this is like... I mean, think about it. It's you knock on their door and you're like, "All right, this is the deal. If you give up alcohol, tobacco, coffee, tea, all premarital and extramarital sex, and 10% of your income for the rest of your life, you may get salvation if you don't screw up." Like that's the offer. Male: Damn. Russell: So you get home from that and you're like, "I got to sell software. I got to sell Cutco knives." So like pastoral is super easy. That's why all door-to-door salesmen were Mormons. All the companies recruit out of Utah, almost all network marketing companies are founded by Mormons. We love selling. You get home, it's like, "I can use these powers for evil. This is amazing." It's awesome. Female: So say that one more time. You went so fast. That was great. What was it? Russell: Alcohol, tobacco, coffee, tea, or premarital and extramarital sex, extra like other partners. You can have sex with your wife all you want. And 10% of your income for the rest of your life. Matt: And then you may make it if you don't screw up. How do you say it? Russell: Yeah. You may get salvation if you don't screw up- Male: If you do all that, you can still make it, is what you're saying. Russell: ... But that's the offer, yeah. Male: Wow. Russell: Give up all those things. Male: What do you think is the most important problem and not being solved today? Or you think needs more attention? Matt: Good question. I would love to end on human trafficking. Russell: That was good. Actually, I literally didn't go. Human trafficking is... I mean, I can't think of anything worse than that. You know what I mean? Like, I- Matt: I'd love for you to share your experiences with Operation Underground. Just some of the behind the scenes, whatever you can. And just some of the stories you've heard and just kind of like why you got into it. Russell: Yeah. That organization is amazing. Tim Ballard is like an angel. I don't know. Matt: Yeah. Russell: And I feel bad for him because he's in a spot where literally Satan is trying to destroy him. So he is giving his life, his blood, his sweat, his tears, like literally putting his life on the line every single day. And you have good intentioned people from around the world trying to destroy him. And so it's like, can you imagine that? Like you're going into the deepest, darkest parts of hell and trying to save little children and that's not the scariest thing. Then you get people attacking you and your character and your family and your life. There's a special place in heaven for him. Matt: Yeah, I agree. Russell: He's an amazing human. And so that's what I lead with. But then, man, it's been cool being on this journey just because I believed in miracles before, but the stories, when you hear them coming back from these raids and these missions and the miracles that happen consistently over and over and over again, it's just like... It says in the scriptures, "All things denote that there's a God." And you see these things consistently happening. Like God's hand is in it. The way I got involved in this whole... It's crazy because I told you, I got a call one day from somebody asked me to be a part of it and I was like, "Yeah, I'd love to help." And so, the first thing I did is, my ego is like oh, I know how to solve this problem. So I'm like, "Okay, we're going to build a funnel." We mapped it out and this whole thing. And I'm supposed to go to Utah to present this to all the guys. And I'm totally in my... Trying to serve, but also at the same time, like, "I know how to do this. This is my thing." Matt: Yeah, you're the- Russell: Yeah. And I didn't ask God for advice or opinion. I was just like, "Got it. I'm here. I'm going to do this thing." And it's crazy, the day I'm supposed to be driving to Utah, that morning in the shower and I just had this uneasy feeling like... And first time, am I nervous? I'm nervous. Obviously I'm going to be presenting this. What if they don't like it, whatever? But it was more than that. It was just like, "Ah, something's not..." I don't know something's just not quite right. So finally, I broke down and prayed. I'm presenting this to these guys, is this the right thing? Would you have me do something different? And I don't know if you guys have felt like inspiration from God before, whatever, it is weird and powerful. In that moment it literally was just like, "That's not what you're supposed to do." And I'm like, "What?" And it was like, "You're supposed to be building a documentary. And Nick Nanton is going to help you film it." And I was like, "Nick Nanton?" I met the guy once six years earlier, in passing at a Genius Network event. Maybe said three words to him. I was like, "I don't know if he knows who I am." And so, I'm sitting there, I literally just got out of the shower. My towel's on, I was like, "Nick Nanton?" So, I find Facebook, I'm like, "I don't know if we're Facebook friends," and we were. So I was like, send an audio, "Hey man, I don't know if you know who I am or not. But we met one time. I know your documentaries, you're really good at it. So this is crazy. But I don't know if you believe in God or whatever, but I just had this impression I'm going down today to Utah to present this thing, Operational Underground Railroad. I don't know if you've heard of it, you should go look it up. But I had a very, very distinct impression that you were supposed to film a documentary for these guys that's going to change... It's going to save a bunch of kids. Do you want to help?" And that was the message. And I sent it. And I was like, "Oh," started getting dressed. And then come back a bit later on, on the phone there's a message back from him. He's like, "Dude, I just looked it up," He was like, "I don't know what this is," but he's like, "if you'll cover the hard costs for my team to produce this, I'll do everything else for free. I won't take any royalties, any extras, I'm 100% in." Matt: Wow. Male: Wow. Russell: And I was like, "Okay." And so then I called Jake, my designer, like, "Could you make a DVD cover of a movie because we're about to pitch a movie instead of... It could be a design idea, here's the funnel." Like, "We're not doing any of that." So they're designing the stuff. It's crazy- Matt: This is the day of? Russell: ... Yeah. So we're driving down to Utah and anyway, we present it to these guys and it's just crazy. We present it, we filled with the Spirit like it's super powerful. And then we got to make a documentary. So Nick Nanton sinks these guys and like so many miracles are mysterious, crazy. So they were trying to go... They want to go to Haiti because... Have you guys all seen the Operation Toussaint documentary? Male: Yes. Russell: Okay, if you haven't, it'll change your life forever. This is the story- Male: Have you seen it? Russell: ... It's the whole Operation Underground Railroad story. And the main story is about this little kid named Gardy, who was stolen from... It was actually a church, his church, his dad was the Bishop of the church and his dad actually owned a business. And he'd fired one of his employees and his employees came to church and knew the kid and was like, "Oh, come here." And to get back at his dad for firing him takes him out and gives him to some people, just to mess with him. And the people were traffickers, took the kid off, shipped him out. And anyway, crazy. Anyway, there's so many stories I could tell you. But anyway, so they went down to go interview Guesno Mardy who's the father because that's how Operation Underground Railroad started because this family, this kid. So we go down to interview him. And as they're interviewing him, a year earlier, Tony Robbins actually went on a sting operation with him to Haiti- Matt: I want to hear about that a little bit. Russell: ... I don't know much about it. I just know that I saw a picture of him, he's undercover, he had a beard on, he was in a boat. So Tony went on this thing, they arrested all these traffickers on Superbowl Sunday, arrested all these traffickers. And like three months later, the government let them off. Matt: At the Superbowl, the government, what? Russell: No, it was Superbowl Sunday and Tony was in the boat, with Tim, those guys, arresting all the people. And anyway, so they arrested all these people, Tony was there, it was amazing. But there's so much corruption in the Haitian government. So they paid off the people and they let them all go. And so what's crazy is that we're trying to recapture these people, all sorts of stuff. And anyway, so long story short, Nick Nanton's team fly down to go interview Guesno Mardy. So, fly down to interview Guesno Mardy and they're sitting there interviewing him and all of a sudden Tim gets this thing like we found the head lady of the brothel. We located, we know exactly where she's at. We know where all the girls are at. They refound the people from when Tony did the arrest. And so, Nick's here filming this testimonial video and they're like, "We're going to arrest her tonight. Do you want to be part of it?" And he's like, "What?" And so they get the cameras out and everything. And Nick's undercover, his whole team. Like a bunch of videographers has showed up and now they're undercover in bulletproof vests and so crazy. But anyway, they're going to arrest these... We have all the footage. If you've seen the documentary, you see all the footage of the stuff they just happened... They were not planning on capturing any of the arrests or anything, it just happened because they were there. And one of the really cool stories that Tim told me is that as they were pulling up to go arrest her, they're pulling up in the minivan and they've got GoPros hooked everything there, they're filming stuff. And this guy was like, "I need a GoPro on my helmet." And they're like, "We're jumping in the car in 30 seconds to arrest... " And his guy's like, "You have to run right now. I just have this feeling. You have to put the GoPro on my helmet." Like, "Dude, we don't have time to find..." Fine, so they duct tape a GoPro on a thing, click record. And they go, jump out, they arrest this girl. And what happened in the arrest, they arrest the girl, and as they're arresting them, they find her, she's the kingpin of the whole thing. They arrest her, some of the people around, they don't know where the brothel is. And this guy looks over and he sees this little kid like looking out a door and then he goes back in and like, "I wonder if that's her brothel." So he runs over there and comes in to the brothel and walks in and finds all of these men raping kids, like in the act. And so people start jumping up and running out and he's like... We're trying to capture people, they all escape. Anyway, it comes out of the things, we found the brothel, we saw the people and it's this horrible thing. And Tim walks over and looks up and he's like, "Dude, look at your helmet." And the GoPros they're flashing and they had video... Like you walked in and saw every single trafficker's face as you walked around the thing. They had the things, they were going there to arrest them. Matt: Chills. Russell: And there's so many crazy experiences like that, that happened in every single way. They're crazy, they're just insane things. Every time he comes back, I talk to him like, "Tell me another story." He tells you stories. There's so many miracles that happen just on these journeys and these missions that are... It's just crazy. So anyway, it's powerful. I don't know, it's like the plague of our lifetimes that we've got to figure out how to solve. And I was telling Caleb and Matt, we've got a big project we're working on called the Save a Child Challenge where we're rolling out soon, that I think is going to be- Matt: You'll love this. Russell: Anyway. It's going to be big what we're going to be trying to do, but it's trying to shine a huge light on this problem. And we may roll out at Funnel Hacking Live. Matt: Can I ask you a question, spiritually, when you start getting involved in this, you were talking and sharing with us a little bit yesterday which is some spiritual wisdom because I always say new levels, new devils, but that's a territory that as you know, I mean, when you start getting in that, that's like Satan's number one playground. To me, that's like the whole reason we're going through what we're going through right now is because of the fight over the purity of our children in the future. So, what have you seen Tim go through? Or whoever involved? I know you've had some stories too, man. What are some things that you've seen? And then what's your advice to people that get involved or want to get involved? Maybe tell a few stories. Russell: I'm trying to think what would be the right ones. It's weird, like a lot of people who've gotten involved in the organization, they get involved, I think, initially for pure reasons. And then things happen. Like initially they actually filmed the whole documentary and documentary series before we started working with them. And the people capture all this footage and then they went insane. It's like just crazy. They wouldn't give the footage, or wanted money, all these things. It was just like when we went to Tim, like the biggest thing is Nick Nanton was like, "There's no money in this for me at all. This is at cost. This is pro bono. This is everything. You own the rights, you can do whatever you want with it." We're the same way. We came in like, "We're doing this. I want to make sure there's no way that I could ever make money off of this. I don't want any..." And I think it's like... I don't know, people go into these things like looking for how can we make money on this? And it's just crazy. It's insane. I can't fathom it, but it's just crazy. And since I've been around them, I've seen it happen four or five times, people come in, somebody will have good intentions, they come and do something and then they're like... It's just crazy. I can't even fathom it. And then it's funny because I've watched him, he's been so protective of funds. He looks like he's the guardian of the money that people come in. This is a sacred stewardship for him. And so much like, their family literally lives in poverty. We chipped in and helped buy them a van because they brought home two Haitian kids they adopted and they needed a bigger car. And like he writes books to be able to fund things. He gets $0 salary from OUR. He also became the head of The Nazareen Fund for Glenn Beck. He's the CEO of The Nazareen Fund. So he's running these huge charities, huge organizations, gets $0 salary, but he writes these books so his family could eat. He does these different things. And so you got people coming in like, "Oh, he's just doing this to sell his books, all these things." He's just like- Matt: God bless him, man. Russell: "Literally I'm trying to feed my family and I'm working for free saving thousands of kids." And just like crazy- Matt: Going places nobody else will go. Russell: And so you see people attacking him. In Utah it's on the news. Like, "Oh..." It's just insane to me. And so it's like the more pure, the more good you're trying to do, it's like swimming upstream. And so it's just like, "Man, we need more of us. People like us who love, who understand, who care, who are on the same mission to help support and help push. Because I can't imagine swimming that stream by myself." You know what I mean? Male: It's easier not to get involved. Matt: Yeah, exactly. Male: It's easier to stay out of it and keep... Because once you get dug into that... Oh, just thinking about it just makes me sick. Female: How do you get involved? Male: Oh, there's so many ways and we'll talk about it after, but there's just... With Tim, here's what's crazy is, we've worked with OUR and the things that we did out here, and it's crazy how I heard stories about Tim that people would make up stories about how he's this person and he's involved in this and he's in... And you're like, "How sick." I mean, you're talking about satanic, like where people take somebody doing something so beautiful and you start hearing this person's involved in this. And somebody says something about me. And then I got one of the most powerful people in Arizona making a comment about me. And you're just like, "This is..." You're doing good, this guy's doing good. He sacrificed, he's put himself in harm's way. And it's disgusting. I was once asked by a reporter, they said... They tried to make me out to be conspiracy theorist about child sex trafficking. Of course it was never anything good. And they go, "Do you think anybody higher ups involved?" And I said, "Really? If you and I don't pay our taxes, do they send us a letter or they show up at our door, IRS?" Yeah. I said, "How does $150 billion industry go untaxed?" And he was just like, "Okay." And he changed the whole topic. The reporter didn't want to report on that. And then, they attack, they attack, they attacked. And from our rallies that we did last year, along with OUR, worked hand in hand with them, love, amazing. I had one of the guys from the Dream Center, one of the largest rehab centers come up to me just the other week. I met him at an event and he said, “Adel, I know who you are." And I was like, "Really?" He's like, "Yeah," he's like, "you have no idea just from doing what you guys did the amount of money that was donated to our center." I said, "Really? Because they were writing how bad we were for raising awareness about child sex trafficking." He said, "Man, we could have spent millions of dollars on marketing and withdrawn so much money." He's like, "I have to take you out." I said, "I don't want you to take me out." I said, "Thank God." I said, "You just made my night, man. That was the best thing I've ever heard that just..." And he was like, "No, you have no idea. I seriously can't even tell you how much money it brought in." He's like, Mommas Miracle Movement, started emailing all those people," I was like, "Yeah." He's like, "They changed everything." So, my point being is, it's easier not to get involved with child sex trafficking because you get in there and you start... One day before a rally, one of my family members got exploited on social media and it's crazy because it had never happened. And as you're doing a rally, thousands of people showing up raising money, doing this and that, next thing, you know what happens, it's somebody in my family. And I get a message... Matt: Yeah, he packs the rallies here, y'all. You need to go to one of his rallies, they're powerful, if you've ever been… Male: That's just evil. But I don't want to take away from what you're saying… But, God bless you, man, for fighting with them and doing everything. Because that's what we're doing, God's work at the end of the day and that's all you're going to do. Matt: Yeah. And it's exciting to see other people involved, young men out there. So what grabbed your heart on it? What was the initial like, "I'm going to do something. I'm not just going to stand back"? Russell: I didn't know about it. We were wanting to get involved, it kind of explained a little bit. And so, that night I remember going online and reading about it and watching some videos and stuff. And I was like, "Oh my gosh, I had no idea that any of this was happening." And how can you not after you... I remember that night I was vlogging, I said to someone, I was like, "I'm pretty sure this is going to change the direction of my life forever." Matt: Did you feel that? Russell: Yeah. It was just like, "How can you not?" If your kid was taken, what would you do? I can't imagine that. When someone says something mean to my kids, I'm ready to go blow up the school, you know what I mean? Matt: Do you think it's going to come to a point... I agree. Do you think it's going to come to... The world has to shut down until we find these kids. In other words- Russell: Christ has to come again. Matt: Yeah. Russell: I mean, honestly. Matt: Yeah. Russell: Until he comes again, it's… do our best until... Anyway. Matt: But I'm talking in my life, where I'm talking about nothing about shutting, I'm talking about, where we all say... You know how if a child comes up missing everybody in the community will come together to where we say, "Okay, for the next 30 days, every veteran, every person that believes in children and our future, we're going to use every ounce of energy and focus to find these children because there's got to be a way. There's got to be a way, isn't there? Or are they just locked up? Is it just too hard?" Russell: I don't know. The most of it, it's tough because they don't... That was my big fear initially when I got involved with Tim. I was just like, "If somebody had stole my kid..." And he's like, "That's not how it works." He's like, "It happens sometimes." Because the traffickers don't want to pick a high profile person with a bunch of monies and they can search you and take you out. He's like, "The kids they exploit, because they take the ones that don't have parents, the parents don't have money. They don't have the resources. They can take them, there's not implications, because they just want to sell the kid. They make the money selling their product." So it's like they're not looking for... The people they go after, people that don't have a voice, they can't fight back. It's like that's where a lot of that stuff's happening. And it's the Americans who are flying to different places, different countries to where they can... Yeah, that's what's messed up. The Americans are the ones who are the- Matt: Do you think you'll ever go on a mission or- Russell: ... We're planning on going... I was supposed to go on one this year with them and then COVID hit and I've been nervous. Because that's the thing is like, you watched it on film and it's horrible. I can't imagine seeing the kids. I don't know. But at the same time, you'll get the work of the Village Impact. We donated money to Village Impact and then when I went there and experienced it, it changed me, man. It became part of me, you know what I mean? So part of me wants to do that because I feel like for me to be able to help next level, it has to… Yeah, you have to sit in the pain to be able to figure out a solution, as hard as that is. So I think I will, at some point. Matt: Did you feel the... Speaking of the Atlas, that's probably one of the things where Atlas, I felt that. Male: Yeah, I know I did. Matt: Yeah. And you, I mean, and I just wondered, like you said, you feel like you could do so much, and then you look at... You ever meet Jaco Booyens? Russell: Mm-mm (negative). Matt: Do you know who he is? He was on the White House Sex Trafficking Council. His sister was rescued. I think he rescued her after 26 years or something- Russell: Oh, wow. Matt: ... Something crazy, great guy. But he's been fighting for a long time. I remember when we first got into it, he was just like, "Man, you can literally want to do everything," but he's like, "you just have to focus on some part because there's so much to this." And I don't know, did you feel that too, as being involved? Because you feel like you're so powerful in a lot of things you can do when you talk about inspiring entrepreneurs, but how does it feel despite what do you- Russell: There's something like, whatever, two million children are done, it's like I think I said... When I met OUR they helped 1,000 kids. Now you have like four or 5,000- Matt: Think about that. 1,000 kids. Russell: ... And it's amazing being like two million. Matt: 1,000. So, there's still two million you're saying. Male: I really love how you're so open about your faith and it's really something that's evident in everything you do. So I just wanted to ask where that really comes from, in your life? Russell: A couple of things. One, yeah, I honestly believe it's true. So, that's important. Number two, I feel like if I don't acknowledge His hand in what's happening, like... And as a father now it's weird but I think one of the reasons why God has us be parents is because we get a little glimpse of ourselves. Like I look at my kids, I can give them everything in the world and like made, and all of something that I do it means the world. If I don't, it's just like, it hurts. And it's like, I feel like if I don't acknowledge the gifts, like, I don't think you have your gifts. You know what I mean? I'm a big believer that... I think all of us as we, especially in this entrepreneur world, but in all parts of life, it's like I'm looking for the next step and the ideas and things like that. And it's not something I'm remembering, it's like things are being handed. So it's like, where's that coming from? It's not my own. I never read a book that said this was the path, but it's showing up. Like the answer's there. It's coming from God. And I feel like God gives us ideas. And then we're either a good steward of those ideas or we’re bad. Like we take it and we do something with it, then he gives us more. And if we do something again, like it keeps moving forward. And it's just like, I feel like if we don't acknowledge Him, if we're not grateful for those things... I don't want those ideas to stop because then I'm troubled and I can't do my mission. Right? Male: Yeah. Russell: And it’s the mission he gave me, right? Tthat's a big part of it. Number two, I think that, for me, I think more people want to talk about it and they're scared of it. And I think when I do it, then I think more people feel empowered to do it. And then that's great because I think people should be, we all should be doing that. And there's so much negative talk and people talking about every horrible thing out in the world and no one's talking about God. Like that's messed up. Matt: Yeah, God is the coolest conversation. Russell: Yeah, so if I give other people permission to do it, because I have that effect of like, "Man, I can't believe you did that." Like, "I'm going to say something." Like, "Good. That's awesome. Let me be the bad guy if that's what it takes. I'm okay with that." So those are some of the things. And I don't know, I think it's interesting because like anything I do, I post anything related. There's always some people like literally messages, like, if you post about God, that's a hard out or something. I'm like, "Whatever. All right." But the majority is people like, "Thank you." Even if they're like, "I don't have the same beliefs as you, but thanks for... It's cool that you want to share it." It's rarely been negative. It's been really positive. So the more I do it, the more the positive comes from it. I'm like, "Okay, this is not a bad thing." And the same thing, I'm a big believer in this. So Christ in, I think the book of John said, "The mighty sheep will hear my voice. And they will follow me." And I think that's true for in all our businesses. For me, my sheep will hear my voice and they follow me. Your sheep will hear, it's okay. So, if I'm going to speak and someone's offended by me, doesn't listen, that's okay. They don't have to follow me, they're my sheep, right? Maybe they like Grant Cardone, go for it. If that's your flavor, go for it. I'm not called to serve you. I'm called to serve these people. And so if I'm not willing to talk about the things that are important to me, then my people aren't going to hear me. And so I think it's an eternal principle that Christ taught. And he had tons of people, they crucified him, they didn't love him. But he still shared the things that his sheep heard him. And they came to him and they followed him. And like all of us, we've each been called to serve a group of people. So it's like for those people, be you and your sheep will hear your voice and they'll come to you. And own it. So anyway, that's my beliefs. Male: Thank you. Matt: We're all World Changers. We want to do something big. What is one question or one thing that we need to know that we didn't ask, that you feel like you guys missed the ball? This is a good question. What do we not know that we don't know? Just the whole thing. Russell: Let me talk about the car on the way here. Like it's probably because I’m geeking out on this book right now, it's like my favorite book. But if you read Outwitting the Devil, it's like literally one of the greatest books of all time. Yesterday we talked about backstory of it. Do you guys know Napoleon Hill? Think and Grow Rich? Male: Oh, yeah. Russell: Think and Grow Rich. In 1929, 1930, he wrote this book called Outwitting the Devil. And it's a book where you literally... Well, literally in the book, he has this conversation with the devil asking him like, "How do you get people..." He calls them... "To become drifters? To fall away, to not have success? Like, what are you doing?" And it's like, he's got Satan, he's got the devil where he's like interviewing him like in a courtroom. And the devil has to answer every question he has. So he's asking these questions, like, "How do you do it? What's it look like?" And it's one of the most fascinating conversation of all time. Matt: It is. Russell: It's amazing. So it's crazy because he asked these questions and Satan's like... The devil literally says, "It's like 98% of the children, man, I control." He calls them drifters. He says, "Get people to drift. And after they drift, I control them, I own them." There's only 2% of people aren't drifters. He calls these people, people who have... I'm doodling in my new book. Yes, a definitive purpose. Perfect. He talks about Think and Grow Rich as well. But in this it goes deeper. So only 2% of the world has definitive purpose. They have a purpose moving forward is the plan. And the book's amazing because it's talking about... Like here's all this, right. And you've got two options, and it's fear and respect. So fear is what he uses to get us to become drifters. Like I'm afraid of being poor, being unhealthy, all these things. Six fears he uses to get somebody to shift and to become a drifter. And 98% of people are drifters, and 2% of people who have... Say it again? Male: A definitive purpose. Russell: And it's really important. And that's faith. So he talks about in every situation you can take fear or faith. And fear makes us the drifter. Faith makes us definitive purpose. So it's like that's the thing. And so it's fear and faith. And so every situation, think about just like... Not to get political or social, what's this... COVID, what's happened. Everyone comes, it's like fear or faith. Like that's the option everyone has. And if they take fear, what happens? But it's in all aspects. In marriage, in a relationship, in business, fear and faith is the thing. And every time you take fear, you become a drifter. And you take faith you're moving forward with definitive purpose, you have a success. And it's crazy because he talks about all the things he does to get people to shift into drifting and how to keep them there. And then the point he'll ask him, he's like, "Well, if someone is definitive purpose, are they free from your control?" The devil, he says, "No." He's like, "As soon as they're definitive purpose, they've got all sorts of tools to get them to become drifters." And one of these examples is, for example, they make a bunch of money that they're following their path. And then I get them to go start eating more. They're successful. They eat more and they gain more weight. They start getting unhealthy, losing their desire and they shift and become drifters. And I own them then. Or they have too much money. Or they get into sex or drugs or all these sort of things. And all the things he uses to get people who have definitive purpose to become drifters again. Male: Wow. Russell: And so, for me, I've been reading that. I read the book three or four times in the last couple of months. And I made diagram, all the things. What are all the things that he uses to make people become drifters? What are the things that I need to do to move to definitive purpose and what are all the temptations he uses? Because he go through all of that in the book. It's insane. And so, for me, it's like, "Okay, how do we get ourselves to the spot where, in every decision that we encounter, we move to faith and not fear?Because that's the thing. And it's- Female: Staying present. Russell: ... It's cool. Yeah. Matt: It's what? Female: It's staying present, in the moment, like realizing what you're thinking and then you have a choice. Russell: Yeah. Because most people, the default's fear. Female: Because you're in that path to the future. Russell: Yeah. Female: Anyway. Russell: It was like… how do we get our minds to the spot where we consciously choose moving forward to faith and not fear in all things? And how do we protect ourselves so that when we are and have definitive purpose of moving forward, trying to become World Changers, we're trying to do these things, we don't slip back over? As soon as you get some success... Someone came with this at dinnertime... Just like I've been doing this now 18, 19 years. And the amount of people in those years that have had successes and crashes, back and forth. Like there's not many people that have been doing this as long as me, because most of them, they have that success and then become drifters. It's insane. I can tell you hundreds and hundreds of people who I've seen on this road who are making insane amounts of money, very successful and then they're gone. Where are they at? Male: They're broke, or where did they go? Russell: Not here. Female: So Russell, it's your character, is that what you're saying? Russell: What's that? Female: Like your character that keeps you like that? Russell: Yeah, character and just consistently like not shifting to... Like understanding, like how do you not shift? How do you not quit? How does someone have a business making millions of dollars a year and then they're broke? You had all the skills, you had all the things. What are the things that he's doing with it that are keeping us from that? I think most time we're not aware of it. And that book was the best thing I've ever read. It keeps you aware of it. These are the things he's doing. Male: Wow. Female: What turns you off? Matt: Yeah, what turns you off, Russell Brunson? Russell: People that just want to make money. We used to do this, smaller events in a room. I would look in five minutes who would be successful and who wouldn’t. Like the questions they're asking. Like they're trying to make money, they rarely made money. They're there because like, "Hey I've got this cool product, here I am." I believe in this thing, it was like huge factors. You get the random ones who still make money and they do make money. But for the most part yeah, it's just, I don't know. I feel like it's such a gift. Like the entrepreneur personality type we have, it's like such a gift that can be used for good or for evil by so many... I don't know, so many people use it stupidly. They use it selfishly. Matt: Yeah, so was that amazing? Group: Wow. Matt: There's a lot of people that would love to spend this much time with Russell Brunson in this kind of an intimate setting. Just thank you, seriously, for all you poured out. Russell: You told me this was going to be the best podcast interview I ever did and it's made my day. Matt: You think so? Russell: You promised me that… Male: For an introvert this must have took a lot of energy. Matt: Okay, real quick, for those that maybe who were watching, real quick, describe just some... Next few minutes before we leave, like your experience in the streets of the homeless visits and what it was like for your boys to get to be around Caleb and all that? And just what was that like for you? Russell: Yeah, for those who know, we brought my twins who I love them, but man, they've been... Having teenagers has been like the challenge of my life so far. It's so much harder than business and so I try to figure this puzzle. In fact, I don't know... I haven't told you this yet. So have you guys read Shoe Dog? Group: Yeah. Russell: So yeah, by- Group: Phil Knight. Russell: ... Yeah. In the book, one of his sons hates him. You know what it's like. You talk about headaches. He refused to wear Nike shoes, he only wore Reeboks, all sorts of stuff. And then later, at 32, I think, died in a scuba diving accident. And at the end of the book, he finishes his life story. And he talks about the only regret he ever had in life was that he never figured out the puzzle of his son. Matt: Wow. Russell: And when I read that it hit me like, Dallin specificly. It's just like I had this kid, I love him. Like I remember praying and like everything I went through to be able to get him here and then all the years growing up in his spot now where I can't figure him out. I love him and I care about him. I want him to... And just like everything I had tried seems like it pushes it the opposite way and like trying to figure out this puzzle. And so for me, one, super grateful just because I saw Dallin light up so much around you, Caleb, you have no idea how much, internally, I am grateful to you for that. Seeing Bowen, my son who's traditionally more awkward and nervous and seeing him light up and trying to hypnotize people. He told me, he's like, "I think that I'm literally a better person because of this trip and it's all your fault. Anyway, so it was just special because like of all the... Like I say this almost every time I speak, no success can compensate for failure at home. And there's times where I'm like, "I'm failing in my home. I don't want to do. I can't figure out this puzzle." Like I've tried. Matt: Wow. Russell: I've gone through every parent report, everything. And I'm just like this just perplexed to the point where I just want to go hide in the office because I'm like, "This is so easy to do this." And anyway, I feel like just the last two days for me has been like... I feel like you're looking over my shoulder and helping me move the puzzle pieces around... Hey, I feel like there's hope again. I'm grateful for that. I think for them, it's really cool for them to see. I thought their experience was going to be more like, "Oh my gosh, we're homeless." But it was different than I thought, in a good way. Matt: Yeah. Russell: Like before I was like, after first night, I'm kind of walking away and saying, "How's this been for you?" Thinking he was going to be like, "Oh, it's freaky." He was like, "It's so cool that I want to give everyone here a hug." And I was like, "Oh, my gosh." I thought it was going to be so scary, like intense, whatever. But it was the opposite. And Dallin's a little more quiet about it. But you can see him... It was special. So yeah, that was that from the kid's side. And from my personal side, it was just... I think the last time I experienced something like this was on the mission 20 years ago when I was in Jersey knocking doors and spent time in Camden and some of these areas that were similar to this and it was just... And I haven't done that for- Matt: Brought back something. Russell: ... Yeah. And we used to knock on doors and go talk to people and spend... Bringing Jesus to drunk people, all the time, like so much fun. And that was the closest to experience that again. It was just I forgot how much I love that part. And I'm hoping for Dallin, because I don't want Dallin and Bowen someday going on missions and they'd be so scared of it. I was like, I wanted to explain, that's what we did for two years. Like it was that kind of stuff. And talking about God with people and like trying to share your beliefs. And it was just... Anyway, so it was kind of like deja vu, one of my happiest times of my life again, which was special. Anyway. Matt: Yeah, thank you for that. Guys, I'll say this real quick. I tell you I've met all the social media influence, all of it. This is the most real one out there, study him. I told Caleb, I was like, "Listen, you study Russell, no alternative, do what Russell says. It's not a joke. Study this man right here, because he's been..." The Bible talks about, "There is a man sent from God." He's sent from God for this generation. And you guys getting to be here is very special. So cherish this and thank you, man. You've changed my life as a dad, as a man. I'll never be the same, just these last two days with you, man. Just your example, just the way you let your light shine, just your wisdom, the way you carry yourself, your humility, your kindness. Just, you're such an inspiration to see. It's refreshing to see. And that's something I've always cherished as a dad because I don't like a lot of the fake that I see in the chase of success and the illusion of, everybody wants to be the next Gary V or whatever that is. You know what I mean? He's like, "Why would you want to do it?" But it's like, to me, you've been like the lighthouse in the ocean. You've been like that safe place that I could grab my son. That's why I got into funnel hacking life because it was like, "Yes, this is the one event that's pure. It's real. It's fresh. And the leader of it's real." And even like you come in here, dude, and going to the homeless with us, man, didn't he? I mean, this guy's... Dude, your time alone, there's no telling what an hour is worth to you. So all the time that you invested, thank you so much, man. Seriously. You guys agree with that? Group: Yeah. Learn more about your ad choices. Visit megaphone.fm/adchoices

The roundtable interview with Matt and Caleb Maddix and a small group of people who are trying to change the world. Enjoy part three of this special 4 part episode series. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Russell Brunson: What's up everybody, this is Russell Brunson. Welcome back to The Marketing Secrets podcast. I hope you've been enjoying this series so far. This is The Roundtable of World Changers, a conversation I had with Matt and Caleb Maddix, and a whole bunch of young entrepreneurs, who are literally out there trying to change the world. This is part three of a four part episode, because the conversation went for three or four hours. And so, this episode's also going to be about 40 minutes long, and it's the next set of questions they asked me. And if you've listened to the last two, you know that these guys ask a lot of questions, in a lot of different directions, and angles, and went all over the place. And I think this time is probably 01:00 or 02:00 in the morning. And so, the questions started going from everywhere, from business, to relationships, to families, and a whole bunch more. So I hope you enjoy this next episode. Here's some of the bullet points of things you're going to learn about. We talked about the 10 commandments of marketing. I talked about my very first mentor, and a thing he taught me, not just to make money in the short term, but how to build a business that now has lasted me for almost two decades. I talk about one of my friends and mentors, Daegen Smith and something that he taught me. It was so simple, yet it's been the key to help me get thousands of people a day to join my email list. We talked about leadership, delegation, scheduling. We talk about, as you're building a team, understanding people's unique abilities. Talked about how much time you spend thinking about the future. Talked about proximity with billionaires. We also talked about how to balance your business and married life, so you can be a good husband and a good father, which is something that I stress about all the time. We talked about a principle that I learned from Stacey and Paul Martino, that has been one of the most powerful things I've learned, which is called demand-relationship. I talk about that. We talk about some relationship tricks, for those who are either married or getting married. Some of the newlyweds, and the engaged couples, were asking some questions about that. Hopefully I don't get in trouble for sharing some of my tricks. We talked about knowing what your values are, and your priorities. Talked about being vulnerable, and being honest, versus staying positive through challenges. We talked about some of the biggest principles and things I learned from Tony Robbins, including how to change your state whenever you need to. And we talked about my 12 year relationship with Tony Robbins, and all the things behind that. We talked about... I don't want to spoil any more. You guys, this is a fun interview. And hopefully, you've been enjoying these so far. So with that said, we're going to cut to the theme song. When we come back, we're going to take you guys immediately back into this conversation. This is, again, The Roundtable of World Changers, part three of four. Matt Maddix: Let's say there was a Russell Brunson 10 commandments. You know how God had one. Russell: Thou shall build a list. Matt: Yeah. How high is this in the 10 commandments? Russell: My first mentor, Mark… Matt: And what would be some of the Russell Brunson... Let's come up with some of them. Like, "Thou shalt..." Russell: We need some stone tablets. Matt: "To all the funnel hackers, thou shalt and thou shall not." I want to hear- Russell: That would be a fun presentation, actually. Matt: Yeah, that would be, actually. Caleb Maddix: That would be. Russell: That would be cool. Matt: Dude, you need to do that. Russell: Come back from the mountain, we have 10 things. Matt: Yeah, seriously. Caleb: Wow. That'd be awesome. Matt: No, the five 'thou shalts', and like, "Thou shall..." and then- Russell: "Thou shall..." Matt: ..."Thou shall not, no matter what..." What would some of those be? Russell: That could be a really cool presentation, actually. Well, so I would say, in my first venture was Mark Joyner, and he was the one... So in context, in history, 18 years when I started, Mark Joyner... I don't think it's probably known. He's brilliant. But he built a company, and sold it off. And at the very end of his career as a coach person, I got to meet him and get to know him a little bit. But I remember, at that time, Google AdSense was this thing that came. And so, if any of you guys are old enough, just try and remember the Google AdSense days. It was insane. They were software. You click a button on software, it would pop out of site, pop out another site. And these sites would make anywhere from 100 to $1000 a day. And you just keep clicking this button, it would pop out another site. And so, people were making $1 million a month. They had teams in the Philippines, that these guys just clicking the button to build the software. It was just... But it was all fake. But it was tons of money. Insane amounts of money. I had friends making so much money. And shiny object, very shiny object, the most sexy shiny object of all time. You click a button, you can make $1 million. That was it, that was the pitch. And it was true. Matt: Mm-hmm (affirmative). Russell: For so... Everyone I knew. Can you imagine that? Matt: Mm-hmm (affirmative). Russell: If I go back in time, 18 years ago, I would move to the Philippines, I would hire everybody, and we would just click buttons. And I would've been- Caleb: Wow. Russell: ...a billionaire. It was- Caleb: Wow. Russell: It was insane. That's how Google got people adopting the AdSense program. So people would put ads on every single site, every single everything. And so, I'm getting in this game, I'm seeing this, and I'm morons making insane amounts of money. And I was like, "Ah!" And Mark had just become my mentor, the very first time, and he's like, "That's going to go away. Focus on building a list." I'm like, "But this guy's a moron. He made $1 million last month clicking a button. No strategy, no brains, no nothing." He's like, "I know, but it's going to go away. Focus on building a list." I'm like- Matt: Wow. Russell: But- Matt: Seriously? Russell: "He's clicking a button. Building lists is hard." He's like, "Build a list." I'm like... And I remember fighting him and fighting him, he's just like, "Dude, trust me. I've been on cycle. It's going to go away. Just focus and focus." And I was so upset, but I listened because I do that. One thing I pride myself on, I'm very coachable. Coach tells me something, I do it. I obey all giants with helicopters and stage presence. Matt: I love it. Russell: They tell me to do it, I do it, right? So I was like, "Ah, but there's free money in piles-" Matt: Even when it's hard- Russell: "All right." Matt: ...you do it. Russell: So I did it. And sure enough, I was doing that, and doing that, within six months, this things collapsed, disappeared, destroyed people's lives. Because you're making $1 million a month clicking buttons, what do you do? Especially as a young kid. Matt: Spending that much money. Russell: You're buying Lambos, and Ferraris, and helicopters, and pilots, and girls, and insane amounts of money. And then it disappears overnight. Devastating, ruined these guys, ruined them, so many people. Matt: There’s no skill behind that at all. Russell: Yeah. And I had a list, and I just coasted through it. Right? And I've looked at the SEOs, every single up and down, up and down, through the years, and I just listened to Mark and just focused on building my list, focused on building it, and- Matt: So you still feel that as strong today, as when you heard it? Russell: 100%. Matt: Even then. Russell: 100%. That’s one of our KPIs. How many people doing lists today? Every single day. Matt: Really? Everyday? Russell: Everyday. Because I did it for a long time- Matt: Even now, you're saying? Russell: 100%, everyday. John Parkes everyday sends me a number. “How many people joined our list yesterday?” That’s all I want to know. Caleb: What's your guys' email open rates? Russell: It fluctuates. 20 ish percent. Caleb: Okay. Russell: Around there. But it was funny because I remember, I had forgotten that lesson after a while. And if you guys know Daegen Smith, Daegen, he's getting back in the game now. He's brilliant. But I remember I had a list, and I was my money off of it. I wasn't focusing on it. And I remember he asked me a question, he said, "How many..." It wasn't, "How many people are on your list?" Because that's what most people ask, "How big's your list?" But he asked me a different question, which input output, right? Matt: Yeah. Russell: The question was, "How many people joined your list today?" And I was like, "I don't know." He's like, "Go look right now." I'm like, "Okay." So I log in, and look at the thing, it was like 12. And I was like, "12?" And I was like, "Is that good or bad? I don't know." And he's like, "Let me show you mine." And he showed me his, and it was like 1400. And I was like, "You had 1400 people join today?" He's like, "Yeah." "Wait, how'd you do that?" He's like, "I just look at it everyday. And when I look at it everyday, somehow it grows." And I was like- Matt: Wow. Russell: "Okay." So then, everyday, after I log in and look at my thing, it was like 12, I'm like, "Ah." In my head, I'm like, "Fricken Daegen had 1400. I only 12." Caleb: Yeah. Matt: Wow. Russell: And also, I was like, "What do I do to get people to join the list?" Matt: Yeah, start optimizing. Russell: And then, your mind starts thinking differently, and all of a sudden you start focusing on it. And it's crazy. I can't tell you how many entrepreneurs, that have been in my world, who have gone up and then come down. And what happens, mostly, is they do something, they build a big list, they stop adding fuel to the fire, they have this list, they sell things to the list, the list atrophies, and eventually starts shrinking and dying. And then, they don't know how to build lists, the business crashes and dies. Matt: I hope you guys are really listening. Really. I mean, he's- Caleb: That's powerful. Matt: ...saving your life right now. Russell: The question, the goal, every single day, is that, because it's a fuel to your fire. And what happens was you stop putting fuel on the fire, and it doesn't die immediately. So you're like, "Oh, I've turned off Ads, so I'm good. But I'm just going to focus on emails, let's focus that." But just every email you send out, your list atrophies, shrinks, dies. And then, eventually, it'll just die. And so, yeah, if you're not consistently, constantly feeding the list, every single day- Matt: And once you have the list, what's the biggest mistake people make with their list? Russell: They don't email it. Matt: Yeah. Russell: They're scared to... You think it's too much emails. It's not, it's the opposite. It's that they don't email. Caleb: Okay. Russell: Minimum of three times a week. Closer to everyday. Matt: Wow. Russell: If you talk to Daegen, it's twice a day, everyday. Matt: Really? Caleb: What other KPIs do you have sent to you every single day? Russell: I want to know how much we made yesterday, striped. Because first off, it's cool to know. Caleb: Yeah. Russell: But second off, also it's like, I want that number to be bigger everyday. So it's like, actual money in the thing, how many people joined the list today, and how many books are sold, how many ClickFunnels members. Those are the ones for me. Our teams have other KPIs they focus on. But those are the ones I care about. Matt: So out of 30 days, when you hear the numbers, how often are you pissed and how often are you like, "Yeah."? Russell: Nowadays, it's always pretty good. Matt: Nowadays, it's like, "Woo." Russell: Because it might go up or down a little bit, but the numbers are big enough, that it's just like, "That's so crazy." I remember... Anyway. I remember just the growth of ClickFunnels, because you know Stripe dings every day with your numbers. I remember when we started going, it got to the point where it's like $10,000 a day, I was like, "$10,000 a day is insane. That's just so cool." And then, it got to a point where it's like $20,000 a day, and then 30, and then $50,000 a day, and then $100,000 a day, and then 150, then 200, 250, 300. I'm just like, "This is insane to me, that this is a daily thing that come..." it was just... Anyway, that's when it got just weird. And it makes me mad because Todd made a commitment to me, that as soon as we passed $500,000 a month in sales, he'd move to Boise. Matt: And he didn't yet? Russell: No. So... Matt: You were out of there already. Russell: And then, I was like, "Well, we have $500,000 a day." And then, he still hasn't come. So I don't know. Some day. Do you think Todd will ever move to Boise? Speaker 4: Plus I'm curious if I could pop in to ask a question. Russell: Yeah, feel free. Speaker 4: I've always wanted to ask someone of your stature, that's done as much as you have, impacted as much people as you have, and really built the business that you have. So I'm curious on your take on leadership, building a team, delegating, and your schedule and how you go about scheduling your day, and prioritizing what's important for you, as a business owner, and what you delegate to your employees and their responsibilities as well. So leadership, delegating, and scheduling. Russell: Good question. It's interesting because I would say I'm not the best leader on my team, by any stretch. And so, it was interesting because I spent the first four or five years with ClickFunnels as the CEO, trying to do my best with it. But it wasn't my unique ability, is leadership. I feel like I'm good at leading a community, but I struggle a lot more with employees and teams, internally. And so, about a year ago or so, I handed the reins to Dave Woodward, to be the CEO of ClickFunnels. And he's been amazing. Man, what he's done inside the company has been awesome. And I think a big part of it is understanding, at least for me personally, I was trying to be a leader, and trying to develop that, but I wasn't the best at it. And I think sometimes we think it's always got to be us. Like, "It's my company, I got to be the CEO. I got to be the leader. I got to do these things." It's understanding that a lot of times there's people who are really good. Who's the best you could find to be that? Or any part of our business. You know what I mean? It's a big part of it. The second thing is, if you've studied Dan Sullivan at all, one of his biggest things is unique ability. That's the thing. What's your unique ability? What's everybody's unique ability? And I think when you start a company, it's tough because it's like everyone's in charge of everything, right? I'm the CEO, but I'm also taking out the garbage, I'm also doing... everyone's Speaker 4: Yeah. Russell: ...doing a little bit of everything, which is cool. When you're scrappy in the beginning, that's important, and everyone's doing that. But as you grow, that starts hindering you more and more and more, where we had people who are insanely talented, who if I could just get them doing this thing, 100% of the time... And that's when it got to the point with ClickFunnels, is that my unique abilities are writing, are being in videos, are building funnels, doing the... Those things are my unique abilities. Caleb: Engineering. Russell: Yeah. And I was spending maybe 10% of my time on that, and 90% of the time in meetings, and trying- Matt: Wow. Russell: ...coordinate people, and leadership. And it was stressful and it was hard. Matt: And you were draining. You were probably drained doing that. Russell: Yeah. And I was miserable, that was just... I wasn't good at it. Not feeling good, like, "Ah, I'm not getting through to people. I can't figure this out." But I felt like I had to own, I had to be the guy, I had to do the thing because this is my baby, this is my business. And the last 12 months has been crazy, because I handed it to someone who actually is good at that, that is his unique ability. And I'm watching company structure, and meetings, and KPIs, things that I was never super good at doing, and consistently having it all happening now. And now, I'm in the marketing department again, and I'm building funnels. People are like, "What do you do all day?" I'm literally in ClickFunnels, building funnels. "No, but you have funnel builder..." No, I'm literally in ClickFunnels, building funnels. I didn't start this business because I wanted to be a CEO of a big huge company. I did it because I love building funnels. I'm an artist, when it comes down to it, this is my art. Matt: Wow. Russell: And that's what I get to do now. And it's amazing. So Dan's got Fridays we book out, and we spend videos, he's got a whole bunch of YouTube videos, we film five or six YouTube vlogs last week, on Friday. So we have that times blocked out to do that, right? I'm writing my next book right now, so I've got my mornings blocked out to write books, because that's when my mind's got not a million things so I can do that. And then, after morning comes in, after I do my wrestling practice, I come in. And that's my teams there, and that's when we're building funnels. I got my designer and my copywriter, the people, and I get to facilitate that. And I feel like the... What's the guy in the orchestra, the maestro? Caleb: Conductor? Russell: Yeah, like I'm the conductor, I'm conducting all these talented people. And everyone's bringing... And I'm alive, and it's exciting. And at night, I can't sleep, because I'm excited again. And so, I think that's the biggest thing, is taking the pressure off yourself if you're not the best leader. That's okay. What are you the actual best at? And success, in business, I think, at least for me, I always thought I had to be the best at everything. And it's the opposite, where it's like, "How do you focus on the thing you're best at? And get the rest of the people around you." Speaker 4: Yeah. And it gets- Matt: And it's... You had to have been willing to let go of your ego, man. Or you wouldn't have been able to grow so much. If you try to do it all yourself... Caleb: So I have a question. How much time do you spend actually thinking about the future? Because it seems like, from what you've told us, you're very dialed in and obsessed on the process, and that's how you've gotten to where you are, up to this point, because you're in love with the game. How much of your time do you spend thinking about the future, and what's on the horizon next year, five years, 10 years? Does that cross your mind? Or what does that look like? Russell: It's interesting, I can't remember who was talking to about this... The further out you look, the fuzzier it gets. You know what I mean? And so, I think for me, it's like we have... I know where I want to go, but the in between is really, really fuzzy, right? It's hard to know. And so, it's like I know... For me, the last big boat was $100 million, the next one's a billion. So we know there's the thing. But it's so far from... I don't know the steps to get there. You know what I mean? And so, for me, it's more like, "Well, here's where we're at." In fact, that was my... We had a chance, last month, to go spend a day with Tony Robbins, and we each had a chance to ask him one question. So that was literally my question, just like... Matt: What was your question? Russell: My question... It'll be a blog soon. Not yet though. No, but it was basically like, "We've gotten to this point, and I know to get to the next goal, the things we've been doing are great and they got us to this point, but I have to think differently to here. I don't know how to think differently. How do you think... It's not another book I'm... Is it a book? How do I think differently?" And what Tony said, that was... it's a very... He said a lot of things, but one of the big things was like, "Proximity is power," like, "You have to be in proximity with people who have already accomplished the thing that you're trying to do." And it was interesting because I look at the path of how I grew ClickFunnels, I did that 100%. I was like, "All right, who are the..." and we found the people, got proximity, and then grew it to this point. So eventually, we kind of coded out of the people who I was aware of. So I asked Tony, I'm like, "Well, where would you go to?" And he's like, "Well, if it was me," he's like, "Who's built the billion dollar company?" He's like, "Marc Benioff." And he started naming all these different billionaires. And this and that, all these things. And I was just like, "I never even assumed those people could... I could be..." it seems so far away. And I was like, "Oh my gosh, that's..." Having a proximity to those people, and start thinking differently, because I don't know the journey but they've done it. Because someone in our world, and like, "How do [inaudible 00:16:13]?" I'm like, "This is literally a 13 minute project. There you go. [inaudible 00:16:16]." It's like I've done it so many times, it's not hard, right? But for them, it's like this is the rocket science to figure it out. And then the same way with these guys who have built billion dollar companies. So now it's trying to proximity to those people, and trying to get around them, and trying to figure out the journey. So the first thing we did, literally, I got out with Tony, Tony gave the answer to the question, and I knew the first guy I needed to get into proximity with. So I texted Dave, Dave called him up, we brought him on retainer. And now, we've got him an hour a week, to get on the phone with him and just ask him all of our questions. And have him introduce us all the different players at that next level. So a lot of it's that. Dave, who's the CEO, was very focused on all the... He's very much like, "Okay, first, to get to this goal, we have to have everyone here, here, here. These are the percentages, the numbers, all the..." Those things stress me out, I hate spreadsheets. He's always got spreadsheets. But he comes back with all the spreadsheets, I was like, "All I need to know from you is... Because I'm going to be building a funnel. What's the goal? What do you need from me to be able to do that?" He's like, "We need more ClickFunnels trials." Like, "Done. I can... Okay. That's where I'm going to focus my energy." And then, it's like, now I can creative on that piece, because I know this is the metric that I can do, with my skillset, to drive it. And everybody's got a metric, right? The traffic team, everybody's got a metric. But for me personally, it's like the only thing I actually affect in a short term, micro, and then I can focus all the creativity and effort on that, while trying to figure out how to shift my mind set to be bigger, to... Caleb: If Marc Benioff offered you $1 billion for ClickFunnels, what would you say? Speaker 4: Good question. Russell: I'd ask him for five. Matt: Good response! Rob: Can I ask you a question, outside of business? Matt: You asking a question? Oh. Rob: Yeah. Matt: Oh, go ahead. Rob: So I remember you were talking about your wife earlier, with how you wanted to get her the couch. Me and my fiance actually met at ClickFunnels, at your event. Matt: Yeah. Rob: So- Matt: ClickFunnels wedding. Russell: No way. Rob: So what I'm curious about is- Russell: Am I going to be the best man at the wedding? Caleb: I told you, you've got to come, I'm like, "You've got to invite Russell." Rob: So what I wanted to ask you is, obviously you run a nine figure company, and there's a lot that goes into that, how do you balance with, let's say, number one, your wife and then your kids as well? And then, what is your secret to a really successful marriage, that's worked for you? Matt: Dude, what- Rob: I think that's something that many entrepreneurs have good marriages that don't really get asked about. So I was just curious about that. Matt: Yeah. Russell: So I hear three questions in there, right? So balance, happy wife... What was... There was a third one? Caleb: Kids. Rob: Yeah, just balancing it, running a company. I mean, you do all these things, you also have a wife, you have kids. Russell: Yeah. So I would say a couple things. So number one is balance is this thing that we all, for some reason, in our mind, we all seek after. But everything great in my life has come from times of radical imbalance. When I wanted to become a wrestler, I wasn't a great wrestler because I was balanced, it was because I became radically imbalanced in that thing. Matt: Dang. Russell: It became the most important thing in my life, and everything else suffered. But I had to do it to be considered successful. When I met my wife, we didn't create a great relationship because we were balanced, I became radically imbalanced. And all my time and effort and focus was on her. And that's why it became great. ClickFunnels, same way. We built ClickFunnels, I was not balanced. We had to become radically imbalanced for a season, to focus actually to get... So that's the thing to understand. In anything great in life, you can't do it in a point of balance. It's radical imbalance that causes greatness. Matt: And that's golf. Russell: And so, you got to be okay with that. But it can't be for forever. It's got to be something that goes, and it comes and goes. Because people who get radically imbalanced for a long time, they can lose their family, they can lose their kids. Rob: Was there a point where you had to tell your wife, "Hey, this is what I really want to do."? Russell: A lot. She had to- Rob: And she had to just- Russell: ...be on board with- Rob: ...get on board. Russell: She had to get on board, yeah. And if she wasn't, I had to say, "Okay, what's more important?" If it was her, then I had to say no to that. And there's been many opportunities in my life I've had to say no to. Rob: What's that dynamic like, being that guys are together, just as far as working out just normal little things? Russell: So I- Rob: Just decisions, those kind of things. Russell: Yeah, well, marriage, you're going to find out, it's hard. Just so fully aware. No one told me that, going into it. I was like- Matt: Yeah. Russell: I was like, "This is going to be amazing. This is going to be the greatest thing in the world." And it is, it's awesome. But man, it is way harder than I thought. Rob: Just to be a person. Russell: Yeah, someone's... I, actually, I would highly recommend Stacey and Paul Martino have a course that my wife and I have gone through the last year, and it's amazing. There's a principle they teach about demand-relationship. If you just go through their... They have a 14 day quick start, it's like $100. But if you just learn the principles of demand-relationship, what they teach. The biggest game changer in a relationship I ever... Of all the things I've studied... Rob: Why? Russell: It is amazing. Rob: What was your take-away? Russell: The principle of demand-relationship is that, throughout history and society, the way that most of us get things done is that... So in a relationship, there's a power player, and there's someone less, right? And if I want my wife to do something, I'm going to demand, like, "I need you to do these things." Right? And that works, until the other person has the ability to leave. So prior to divorce being a thing, men, throughout history, have had a dominant relationship over women. They used to manage and get what they want, and women couldn't leave. And so, it was a horrible thing, right? But they couldn't leave. As soon as divorce happened, boom, it started happening. Right? When parents come over to their kids and give demand-relationship, as soon as the kids are able to leave, it breaks. And then, breaks his relationships. And so, that's the problem, is that for the last 5000 years, that's been our DNA, that men force women to do these different things. And that's what the demand-relationship is. Their whole training, their whole course, everything they teach is the opposite of demand-relationship. How do you create a relationship, where transformation happens through inspiration, not through demanding, and chasing. And it's tough because, for all of us, especially men, it's been so ingrained in our DNA that if we want something, we... That's how we do business, how we do things. But in a relation, especially an intimate relationship, it's the worst thing that could possibly happen. And that's what we all do. So it'd be worth... I'm hoping she writes a book some day, because it's... In my new book, I have a whole chapter, actually, teaching her framework on in demand-relationship. What's that? Rob: Were you high school sweethearts? Russell: College, we met in college. Rob: So she was with you before you started... Russell: Yeah. Rob: ...and had the huge success- Russell: Yeah. Rob: ...basically. Russell: Yeah. Rob: What was that transition like, from you guys, I guess, being... struggling, and you guys stay together- Matt: Good questions, Rob. Rob: ...to now- Russell: His mindset's on this. Rob: Yeah. Russell: Going into it. Rob: What is that like? I'm just curious, because I mean people don't really talk about this, I guess, a lot. Caleb: Relationship genius. Russell: Yeah. And it's different, because some relationships, both the people are in the business, some aren't. My wife's not involved in the business at all. She... Rob: Oh, okay. Russell: ...doesn't understand it, and she doesn't want to be part of it. And that's okay. It's like sometimes that's been the biggest blessing for me, sometimes it's been hard. Caleb: Yeah. Russell: Right? Sometimes I see the power couples, who are both in the business, and it's really, really cool. But I ask them, and they're like, "Sometimes it's a great blessing, sometimes it's really hard." So there's pro's and con's both ways. But I think the biggest part is just, this has been good for our relationship, and at first we didn't always have this, but it was like... Just figuring out how to get... You both have to have that same end goal, otherwise you're fighting against each other, right? And so, when we were building ClickFunnels and stuff, it was hard at first, because she didn't really... She's like, "What are you guys doing? You spend all this time and..." didn't understand it. And it was tough because I was trying to explain it. And luckily, for me, is that Todd was part of this too, and his wife was kind of struggling. So they had each other to kind of talk through it. But it wasn't until the very first Funnel Hacking Live, where... Because my wife had never been to one of my events before, anything we'd really... She knew what kind of we did, but not really. And she came to Funnel Hacking Live, the very first one. And she didn't come down at first, because she didn't realize what was happening. And she was doing some stuff, and then, she came down with one of her friends and walked in the back of the room, and saw all the stuff. And she started just crying. She was like, "Oh, this is what you're... I had no idea this is what was happening, and what was..." And then, it became real for her. And that was such a huge blessing for me, because now, the next time, it was like, "We have to work hard for this." Or, "We're planning for..." whatever, she was able to see this is the fruits, and like, "Oh, that's why you're doing it." Now, if you notice, my wife's, every Funnel Hacking Live, front row. She doesn't understand a word we're saying, but she's there, she's paying attention, because she's like, "Look at all the people, and their lives are changing, and impacting." And now, it's different, where when I got to do work, work late nights, or whatever, she sees the vision, and she's on board with it. So it makes so much easier. The other secret I learned is if I tell her, if it's like 05:00 at night, I'm like, "Crap, I got to stay late tonight." And I call her at 05:00 at night, nothing good can come from that. It's better if you just go home, right? If I know Wednesday night, I'm going to be working late, I tell her Monday. Like, "Hey, Wednesday night, there's a good chance I'm going to be late." And then, if I tell her that, she's totally cool with it, right? But you don't tell them the day of. It'll destroy your marriage more than anything. Matt: That's good wisdom. Russell: The other secret, this secret don't put on camera, I don't want my wife to... Matt: Is that right? Russell: Yeah, if I have any inclination that people are coming to town, or something's happening, I always like, "Just so you know, next week, Matt and Caleb are coming to town. There's a good shot we might go to dinner at night, just so you're fully aware." And she's like, "Cool." And then, it's fine. The other secret, this is the real one. So don't share this outside this room. Speaker 4: This is the off camera one. Russell: Yeah. So especially after... For my wife and I... So we started having kids, the same time I started this business, right? And so, I'm traveling, I'm going to events. And she's at home with the kids. And so, we never traveled before, so I'm going on these vacations, I'm meeting these cool people, I'm in hotel rooms. So every night, I'm getting back, and I'm like, "Oh my gosh." And I'm like, "Okay, I met so and so, and then..." all these things I'm so excited, so pumped about these things. And I'm telling her about stuff, and she's at home with twin babies, miserable, tired, horrible, feet hurt, body hurt. And I'm out having the time of my life. Matt: Yeah. Russell: And I'm thinking she's going to be pumped for me, right? Matt: Right. Russell: No. And for probably a year or so, I was just like... And then, one day, I remember I'm at some event, and I get cornered by people. And then, introverted Russell's like... anxiety, and it was horrible. And somebody cornered me in the bathroom, and asking me questions while I'm peeing. And it wasn't even... At least, sometimes, most of the time, they fake pee next to you, so at least it's not awkward. He was sitting next to me, watching me pee. I'm like, "Can you at least fake pee?" And so, anyway... It was so bad. And I got home that night, and I call her on the phone, and I was just like, "It was horrible." I went off about how horrible it was, and I was miserable. And she's like, "Oh my gosh, I'm so sorry." But then, she was cool. It was awesome. And I was like, "I didn't get in trouble." And so, the next time I went out, I got home that night, call her, I was like, "Oh, it was horrible. My feet hurt, my back hurts." Anyway, and I've told so many people this, entrepreneurs and friends, who do that, and they shift... Because they don't want to hear you're having this... Anyway, is this truly good or not? I don't know. It saved my marriage. Matt: Is it true? Russell: Literally saved my marriage, and it saved so many of my friends, who… so many of friends, who had the same thing. They want to hear the stories, but not in the moment. When you come back home later, you tell the stories, they love it. But in the moment, when they're miserable, and you're having fun, it is not... First time with Tony Robbins, when I walked on fire, I call her that night, I'm like, "I just walked on fire. Waaa!" And I hear the kids screaming in the background, and she was angry. And I was like, "Huh." And I'm like, "Cool, I'm sending you to walk on fire next month." I sent her to walk on fire, and then she was on fire. But it was like... Caleb: She's like, "No." Russell: Later, she wants to hear, but not in the moment, because it's just like... Anyway, so- Rob: Yeah. Russell: ...that was- Rob: Makes sense. Russell: ...life changing for... Anyway, so... And then, the other thing is just you have to understand what your values are. I learned this from Tom Bilyeu at a level that was fascinating, recently. But- Caleb: Who was that? Russell: Tom Bilyeu, he runs Impact Theory. Caleb: Oh, okay. Rob: Impact Theory. Caleb: Gotcha. Russell: But he writes out his values, but he prioritizes them. So his number one value is his wife, number two... And he has the values written out. And so, when a conflict comes in place, or he gets asked to speak at a huge event, speak for the Queen of England, or whatever, but it's the same weekend as his wife wants something. He's like, "My wife trumps the value... 100%, she trumps it. So the answer's no, and it's not hard for me to say no." Caleb: Wow. Russell: And so, it's figuring it out for yourself. What are your values? Personally, with your family, the wife, everything like that. And you define them, and then it's like there's no question. That's what hard, is when you value something here, and your spouse values something differently, and the conflict of that is what causes the fights, right? But if you get on the same page, like, "Look, this is number one, two..." You have these things, then it makes it easier to navigate those things, because it's like, "No, I understand this is one of the values we have together, as a couple, you should go do that thing." Or whatever the thing might be. So anyway... Caleb: That's awesome. Russell: But marriage is one of the hardest things, but one of the most rewarding things, at the same time. So it's worth it, but it's a ride. Go through demand-relationship, man. That's- Rob: That's a great point. Russell: ...so good. Speaker 4: I got a question. Rob: Yeah, go ahead. Speaker 4: So two big things that I heard from you, amongst your story, you were talking this positivity. When you were doing great at something, or you learned something, you're so excited about it, you're so positive, but then there's this other part of you that's very vulnerable. Russell: Mm-hmm (affirmative). Speaker 4: And so, you experience anxiety, or you have challenging days, or you're discouraged. How do you find the balance between those, of being vulnerable and being honest with how you're feeling, versus, "Hey, this is a challenge. I'm an entrepreneur, I can overcome this."? Matt: Right. Speaker 4: What's the balance? Russell: Yeah. That's good. One of the... Everyone who's met Tony has a story about how Tony's changed their life. But one of the biggest things that I... There's three or four things that I got from Tony, the very first time I went to his event and I heard him speak, that had a huge impact on me. One of the biggest ones was state control, understanding that. Have you ever heard him talk about the triad and things like that? Speaker 4: Yeah. Russell: I'd never heard that before, and I remember watching him do these things on people in the audience. And it was fascinating. He took a lady, who was... He picked somebody in the audience who was suicidal, and he's like... It was the weirdest thing. And he talked about the triad, right? There's three things that change your state, right? There's your language, there's your focus, and there's your physiology, right? So he takes someone, he's like, "I need someone who's suicidal." He takes this beautiful girl. I remember, we were up in Toronto, so then he takes this girl, and he's like, "I need you to get depressed. Not a little bit depressed, clinically suicidal." She's like, "What?" He's like, "Just get there in your mind. Whatever it takes, get dark." And you see her state change, right? And he keeps pushing her, and keep pushing her, and he gets her to this point. And anyway, it's crazy I'm watching this. And I'm kind of freaking out, because I'm watching him do this to this girl, getting her to a point... And soon, she's bawling her eyes out and everything. And he's like, "You got to get deeper. Get darker. More miserable." All this stuff. And you see him change this girl's state. And all of a sudden it stopped. And finally, it seemed like forever, finally he stops and he's like, "Everyone look at her. Watch her. Look at this." He's like, "What do you notice? What's her physiology?" You see her body, you see tears, and all this stuff. And you see her just broken. And then, he's like, "What do you say?" And he goes through the whole triad with her. And he shows that. And he's like, "Now I'm going to show you how quickly you can shift this." To the point where it's like... Anyway, it was crazy. And then, he shifts it, and he starts taking her back through, shifting the physiology, shifting her shoulders, shifting everything, shifting her meanings, shifting focus, shifting what she's saying. And he gets this girl, within three or four minutes, to literal ecstasy, it was crazy watching this. And you see her, where she's laughing... the opposite side of it. And I'd never seen somebody like that, the flip of emotions, how easy it was, by just shifting these three things in her. And it had such a profound impact on me. Caleb: Is there video of that? Russell: Not maybe the one I saw, but he does it at every UPW, he does it... I'm sure there's YouTube videos of it, as well. But if you type the triad, I think he calls it the triad or state control, things like that, you see it happen. But I saw that, and I was just like, "Oh my gosh, I never realized that we had control over that. I thought my feelings were my feelings." Like, "Here's your feeling." Like, "Okay, crap, this is the feeling I have today." And after experiencing that, I was like, "I could actually change this." I didn't know that. And it's interesting because I think sometimes when we're depressed, or we're sad, or we have these things, I think some of us like it. I've had times before, I don't want to be happy. I'm enjoying feeling miserable. And sometimes, I sit in there because I enjoy, because we do, it's weird. It's messed up. But I felt that. I'm like, "I could change this but I don't want to." But other times, I'm like, "I have to change it." Now that I've learned that. It's crazy you can shift your state, and you can do that and show up the way you need to be. And one practical example of how I use it a lot is, when I get home at the end of the night... And this kind of comes back to your question, I think, earlier, too. How do you do all the things? And I told you this yesterday. One of the things that I got the biggest, from being around Tony Robbins, the most impressive thing about him is when... Tony's got... As busy as any of us are, take that times 10, and that's Tony, right? He's the most busy person ever. But if you have a chance, a brief moment with Tony, where he's going to say a million things, and you have a second with him, he is the most present person I've ever met. The world dissolves around it, and it's just him and you, and there's nothing else. You can tell. And he's just zoned in on you, and it's this magical experience. And as soon as it's done, he's just gone, he's on the next thing. But that moment, he's hyper-present. And so, for me, when I'm doing things, it's like... Like, when I get home at night, at the end of the day, park my car, I walk in, and there's the door before I come into the house. And sometimes, I'm anxious, I'm thinking about work, and thinking about stuff, I'm stressed out, the FBI sent me a letter today, Taylor Swift suing me, whatever the thing is. And I'm like, "Ah." And then, I'm like, "I'm going to walk through that door, and I can't do anything about it now. My kids are there, my wife's there." And it's just like, "Okay, I got to change my state." And right there, before I walk through the door, I change my state. Get in the spot, and then like, "Okay, here we go." And I walk through the door, and it's like then I'm dad. And it's different, right? And so, I think it's learning those things. Because it's not... Your feelings are weird, they're going to show up in one way or the other, but the fact that you can control them, which I didn't understand or know how. But as soon as I realized that, it's just like, "I don't have to be sad, or miserable, or anxious, or whatever. I can actually change those things in a moment, if I understand how." And that was one of the greatest gifts Tony gave me, was just understanding how to do that, and seeing it in practical application with somebody. And now, it's like I can do it myself, any time I need to, if I need to. Matt: How do you act around Tony Robbins? Especially from the beginning to now, because you guys are close now. He probably looks at you like I look at a lot of these guys, that are Caleb's friends. I look at them like nephews, these are like... I'd do anything for them. And I know that... I can see that's how Tony starting to look at you. But take us from the very first time, because he didn't he have you come to an event, ask you a bunch of questions, take notes, and then just leave you hanging, or something like that. Tell the story, real quick. Russell: Oh, man. Tony's so intense. I still get scared to... It's still like, "Ah." Anyway, every time I see him, it's just like... I don't know, it's weird. His presence is- Matt: He still makes you nervous. Russell: Oh, yeah, for sure. But the very first time... So yeah, it was... I don't know, it was probably 04:00 in the morning. I don't even know. The shorter version of the long story is they asked me to come meet him in Toronto, at UPW, same event as this whole experience happened. So I went up there, and supposed to meet him one day, and it shifts to the next day. And if you ever work with Tony, just know if he tells you he's meeting you at 10:00, it could be like four days later you actually meet. You're on Tony time. Yeah, it's- Matt: That's just how it is. Russell: It's crazy, yeah. Just waiting. But it's always worth it, so you just wait and be grateful when it happens. But anyway, so we finally get to the point where we meet, and I have to drive 45 minutes. This is pre-Uber, so I'm in a taxi to some weird hotel. And we get there, and then me and his assistant stand outside for another hour, waiting in the lobby. He kept looking at his phone, nervously, like, "Ah." He's like, "Okay, Mr. Robbins' ready to meet you. Let's go." So we run up the stairs, we go to this thing, we walk in this room, and there's- Matt: And this is the first time you ever- Russell: ...body guards everywhere. First time I ever met him, yeah. Yeah, he's like a giant, comes and gives me a huge hug. And we sit down, and he's like, "You hungry?" I'm like, "Yeah." And he was vegetarian at the time, so he's like, "Get Russell some food." And brought me out this amazing plate of... I don't even know what it was. But it was... I was like, "If I could eat like this is every night, I'd be vegetarian." Because it was amazing. It was- Caleb: It was? Russell: ...insane. And then, got his tape recorder out, he's like, "You okay if we record this?" I'm like, "Yeah." So he clicks record, picks out a big journal, he's like, "You're Mormon, right?" I'm like, "Yeah." He's like, "I love the Mormon people. When I was eight years old, I went to a Mormon church and they told me to keep a journal. I've kept a journal ever since. Do you mind if I take notes while we talk?" Matt: Wow. Russell: I'm like, "Eh, okay." So he's recording, taking notes, and then he drilled me for an hour. Just like do, do, do. Just like- Speaker 4: And how long ago was this? Russell: This is 13, 14 years ago. Speaker 4: Okay. Russell: Anyway, it was intense. And I can't remember what I was saying, I was so scared, I'm second-guessing everything I've said. And then, he's asking me numbers and stats, because we were trying to do this deal with him. And it was so scary. Matt: So he was just drilling you with questions, and just trying to- Russell: Oh, like crazy, yeah. I'm trying to just... Yeah, dude. Anyway, it was crazy. And then, he had to go back to UPW to speak again, so he's like, "You want to drive with me?" So I'm like, "Yeah." So go down, and jump in his Escalade together, we're in the back seat, and we're driving. And it's just crazy. And I remember he asked me a question about this one... I won't say the person's name because the story isn't positive for the person. But he asked, he's like, "What do you think about so and so?" I'm like, "Oh, that person's really cool and really talented." He's like, "He's a very significant..." and he just talked about six human needs, earlier that day, so I was very aware of here's what the needs are, right? And he's like, "Yeah, I don't think I'd ever work with him, because he's very significance driven." And I was like, "Oh, that make sense." And all of a sudden, I was like, "Ah, Tony is reading my soul, right now." I was like, "What drives me? I don't even know what drives me. Does he know what drives me?" Like, "Oh my gosh, am I significance driven?" I'm freaking out, like, "Ah." And all I remember is panicking, thinking, "He knows more about me than I know about me, at this point." And all these things, I'm freaking out, we're driving in his Escalade. And we get to the thing, and he's like, "I got to go inside. Thank you so much, brother. I love you." Jumps out the car, shuts the door. I'm sitting in the Escalade, like, "What just happened?" Matt: It was that fast. Russell: It was insane, yeah. Matt: It was just like- Russell: And then, the driver's like, "Do you want to get out here? Do you want me to drive you somewhere?" Like, "I don't even know where we are." We're in Toronto somewhere, that's all I know. And so, it was just the craziest experience. And then, I don't hear from him for four or five months, nothing. And I'm like- Matt: What were you thinking? Did you think- Russell: I was like, "He must've hated me. Maybe I failed the test. Am I significance driven?" I'm freaking out about all the things. And then, one day, I get this random... It was actually my wife and I, we were celebrating our anniversary, so we were at... It was a StomperNet event, but we took her, it was this cool thing. And she'd just gone to UPW. I sent her like three months later. So she walked on fire, and she was like... And Tony talks about Fiji there, so she was like, "Someday we should go to Fiji." And then, we get this call from Tony, and it was like, "Hey..." Or it was Tony's assistant. Like, "Hey, Tony wants to know if you want to speak at Business Mastery in Fiji, in two weeks." I was like, "Tony Robbins..." I started saying it out loud so Collette could hear me. "Tony Robbins wants me to speak in Fiji, in two weeks?" And Collette, my cute little wife, starts jumping on the bed, like, "Say yes! Say yes!" Caleb: Aw! Russell: And I was like, "Yes, yes, yes. Of course, we will." And then, we're like, we've got three kids that are all toddlers at this time, and like, "Can we bring kids?" They're like, "There's no kids allowed on the resort." I'm like, "We've got three little kids." He's like, "Ah, all right. We'll figure it out." So I hang up, and we're like, "We don't have passports for the kids, we don't have anything." So anyway, it was chaos, we're freaking out. We ended up getting them there, they literally built a fence around our... The Bula house, where's Dan at? The Bula house we were in. They built a whole fence around, so our kids wouldn't die because- Caleb: Did they really? Russell: ...there's cliffs off the back. Yeah, it was crazy. And then, I'm speaking to this room, and there's less than 100 people. I'm speaking, and Tony's sitting in the back of this room, I'm like- Matt: While you're speaking. Russell: ..."I thought he was not going to be here. This is really scary." Yeah. And he's paying attention the whole time. Matt: Does it make you more nervous? Russell: He introduced me, he brought me on stage, which was like... I still have the footage of that, it's really cool. He brought me on stage, which was crazy. And then, I remember, because in the thing we're talking about lead generation, I was talking about squeeze pages. And afterwards, he got on. He comes up afterwards, he's like, "Yeah, I heard squeeze pages don't work anymore. Is that true, Russell?" He's like, "People say they're kind of dead, they don't work anymore." And this is, again, 12 years ago. And I was like, "Who told you that? They totally still work." Which is funny, because we still use them today. But he was just like, "Somebody had told me they don't work anymore." And I was like, "They..." anyway, "They work, I promise." But anyway, and then I don't hear from him for five years, and then something else happens. It's just weird, these long extended periods of time. But then, every time, every moment, I tried... Five years later, it was a call, it was like, "Hey, Tony's doing this thing. He wants your opinion on it." So I spent like two or three hours with his team, consulting, giving feedback, as much ideas as I could. And like, "Cool, thanks." And then, nothing for two years, and then something else, and then... Little things keep happening, and happening, and can do more and more together. And then- Matt: What did you learn from that? You think that's just- Russell: A couple things I've learned. Number one, I'm sure you guys get this a lot, people who want to work with you, they show up and the first thing they show up with is, "All right, I got an idea how we can make a bunch of money together." Right? They always come, and want to figure out how they can take from you. And I was so scared, and grateful, I didn't ever ask Tony for anything. The first time I asked Tony for anything ever was 12 into our relationship, after Expert Secrets book was done. I had just paid him $250,000 to speak on our stage, and just finished the interview promoting his book. And I was like, "Hey, I wrote a new book. Do you want one?" Matt: Wow. Russell: And he's like, "Oh." And he took it. I'm like, "Cool." And then, a week later, I'm like, "Ah, will you interview me on Facebook with this?" He's like, "Sure." And then, he did, and that video got three and a half million views on it. It was crazy, coolest thing ever. But it was 12 years before I asked him for anything. And I had- Matt: Wow. Russell: ...served him at as many different points as I can. I think the biggest lesson from that is that... And I get it all the time, people come to me and it's like they're trying to ask and take. It's just like... I get it, and it makes sense. But it's just like, "This game's not a short game. If you do it right, it's your life. This is your life mission." Right? Matt: Yeah, that's good. Russell: And so it's just understanding you're planting seeds, and you're serving, and if you do that, eventually good things will happen. And something may never happen with Tony, and that's cool. I do stuff for a lot of people, and nothing ever good ever comes from it. But hopefully something does. Sometimes it's indirect, sometimes it's not, sometimes it's just karma, or whatever you believe in. But if you just always go with the intent to serve, not to like, "What's in it for me?" It just changes everything. And then, if you do that, if you lead with how to serve, stuff comes back to you. But if you lead with trying to get stuff, it just doesn't work. The energy's different in the whole encounter. You know what I mean? Matt: Mm-hmm (affirmative). Russell: So I'm sure you guys have felt that with people, when they first come to you, and it's just like, "Ah." Matt: So is there a point where you... You went to his house. Russell: That was cool. The thing I can say is it was really cool, because most times when I'm with Tony, you're around people. In Fiji, it was fun seeing him, because he's more personal and stuff like that. But it was really special in his home, because it was him and his wife, and it was cool. It was fun just seeing him as him, like as a kid. And even my wife, like, "He seems like a kid here." He was so excited, and showing us his stuff, and all the things. Matt: Ah, well, guys, listen. Russell: Anyway- Matt: A few more questions, because I mean, man, you've been at it for almost two hours, dude. I can go all night, and I know he could. But Brea Morrison, give it up for her for letting us be here. Thank you so much. Learn more about your ad choices. Visit megaphone.fm/adchoices

The roundtable interview with Matt and Caleb Maddix and a small group of people who are trying to change the world. Enjoy part two of this special 4 part episode series. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Russell Brunson: What's up everybody, this is Russell Brunson. Welcome back to the Marketing Seekers Podcast. So I have got to ask you, what did you think about episode number one of the World Changers Roundtable? Hopefully, you loved it. There were so many things covered in that 42 minutes. Anyway, we are moving on to the next part of this interview. As you know, this is going to be broken down into four parts because they kept me there, handcuffed to a table, until 3:00 AM. I'm just joking. They didn't really. But, the question was so intriguing, we were having so much fun, we just kept going and going until finally I was like, "I have to fly out in three hours. I need to get back to my hotel." But now we're going to go dive into the second part. This next episode is probably another 30 to 40, 45 minutes or so as well. So these are some things we'll be covering in this one, which is really fun. We talk about, number one, why my business partner, Todd Dickerson, is so amazing, and hopefully give you ideas about if you're pursuing opportunities and trying to land your dream job or partnership or whatever. Number two, we talked about personality profiling, how we actually are hiring here at ClickFunnels. We talked about where my love for learning came from. We talked about transition for me, going from an athlete to a business person and a marketer. We talked about some of the lessons I learned from Lindsey Stirling, things I was not expecting to hear from her that totally changed everything for me. We talked about people who intrigue me, my interest in health and bio hacking. We talked about is there anything that happens inside of this business that gets me as excited as what I felt in wrestling. We talked about what thing is close, but nothing actually has ever hit it. We talked about the first Two Comma Club Awards. We talked about how to upgrade your identity as you grow. We talked about the fact that you have to cycle and fail and rebuild in your businesses. We talked about the launch of ClickFunnels and how it wasn't just the fact that I was a genius, because I wasn't. There are so many things. Talking about the grace of God and how it tied into the launch of ClickFunnels. We talked about some of my early products, like Zip Brander and Forum Fortunes. We talked about my Christmas Grinch sale, which was the very first big sale, big launch I ever did, to my little tiny list that made enough money to cover Christmas for my wife and I when we were first getting started. We talked about becoming worthy. We talked about list building, how it's better than buying ads, and a whole bunch of other things. It's amazing, this could be 40 courses all wrapped into one super podcast episode. So if you liked the last episode, I think you're going to love this one as well. And I've got two more after this, coming back, going deeper into this conversation with the Roundtable of World Changers. So, that said, we're going to cue the theme song. When we come back, we'll dive right into the second section here of the interview. Matt Maddix: Dave and Todd, I mean, just wow. Those dudes are like... But what about those guys? Russell: So here's Todd's story. So the real long story short, I bought some software, it was coding Ruby on Rails, didn't know that. Bought this company with the last... I didn't have the money. So I borrowed money, bought this company, coded on some platform we didn't know, and I was like, "Screw it," right? And I tried to hire people to fix it, nobody could fix this platform until finally I was leaving the office one day. I literally emailed the people saying, "Turn off the servers." We lost all of our money to this company. They shut it down. And I'm walking out of the office and I had this impression of like, "There could be someone on your email list who knows Ruby on Rails." I was like, "That's weird. I had a bunch of internet marketing nerds. There's no one that's like, 'Ruby on Rails...'" Anyway. It was starting with the impression from God, I stopped, turned back around, set the computer to open back up, sent an email to my list. "If you know Ruby on Rails, I'm looking for a partner. I bought a software company and it's not working. Please send me a message." Send. Matt: And that's all you said? Russell: Yeah. And lo and behold, three years earlier, Todd bought some random thing from me, happened to be on my email list. He built the website three or four years earlier that was making six figures a year on autopilot. Hadn't worked in four years. Just hanging out relaxing with his wife and his daughter. And an email comes in and it says, "If you know Ruby on Rails, I'm looking for a partner." He's like, "I know Ruby on Rails. I can be Russell's partner." Emails me back. And at first I see him and his beautiful wife and I'm like, "There's no way he's a programmer. There's no way." That was literally my thought. But he was the only person that responded back so I was like, "Okay, well, here's the login to the site. Fix it. I don't know what to do. I'm not a coder." I went to bed, woke up the next morning. He's like, "Cool, I fixed the site. Plus I found this, this, and this. And I changed this. And I moved these things,", and all of this stuff. He's like, "It's working now. Do you have anything else you want to do together?" I'm like, "Huh." And so I give him another project, another project. And for an entire year Todd and I worked together, and never once did he ever ask me for money, ever. Matt: Wow. Russell: Not a penny. And I remember he started finding Boise to work on a project together ... Matt: You're telling me he worked for you for an entire year? Russell: For free. More than a year. Caleb Maddix: Why was that? Russell: I don't know. I found out later. He'd gone to Robert Kiyosaki at this event and he said, "Find someone who's doing what you want to do and work for them for free." So he told me that years later. I didn't know that. Matt: Todd, if you're watching dude. I love you man. You're legit. Russell: And so he kept coming and he started coming to Boise and we started becoming friends. The smartest developer I've ever met. Literally the smartest person I've ever met. I'll go that far. Just genius. And he'd come out to Boise and we'd work on projects and ideas. We tried to launch a couple of things. None of them really worked. And we were just trying stuff. He was just always there, always serving, always doing stuff. And one day were in Boise and I was looking over his shoulder cause we're looking at stuff and I saw his email. And there's all these emails from some recruiting site or something. I was like, "What's that?" He's like, "Oh, it's people recruiting me for a Ruby job." And I was like, "Do you get a lot of those?" And he's like, "I get three or for a day." I'm like, "Really? Are they good offers?" He's like, "I don't know. Let's check it out." He opened it up and the first one was like $400,000 a year starting salary. I'm like, "What?" The next one is $350,000. The next was 5 ... Insane things. I'm like, "Why don't you do that?" He's like, "I don't want to work for them. I want to be your partner man." I'm like, "What?" And then I all of a sudden had this realization that I hadn't paid him in a year. We didn't have much money at the time, we're still at the backside of a business failure when we met. I'm like, "I can pay you maybe $50,000 a year. Can I pay you that?" He's like, "Whatever." So I told our little bookkeeper, "Pay Todd $50,000 a year." And they're like, "Okay." So he did that and next year we're paying $50,000 a year. We're doing stuff and we have more things. Started to get a little success here and there. Making more money. Back in Boise again. And I'm like, "Can I pay you some more?" And he's like, "Whatever." Matt: So he wasn't ever just asking? Russell: Never in his life has he asked me for money. Ever. So we bumped it up to $100,000 a year because that's what we got, the year before that, after a year or two working together. And then, it was crazy, the day Leadpages got the first round of funding for $5,000,000, the same day Todd was flying to Boise. And he gets the email. It's east coast so he's two hours ahead. He's awake and on the plane, he sees the email, forwards it to me, and then jumps in the plane. He's flying for four hours. I wake up. I see the email and I was like, "Leadpages? Got 5 ..." I was like, we built landing page software in the past. I was perplexed and angry. And then Todd lands. And Todd, he's a little guy, he comes into the office all angry. He's like, "Leadpages got 5 million!" He's like, "I can build Leadpages tonight. Do you want to build lead pages?" I'm like, "Yeah. Let's compete with Leadpages." He's like, "All right." Matt: No way. Dude. I love this. Russell: This is like angry Todd. I love angry Todd. I like all Todds, but angry Todd is the best Todd. Matt: Is it? Okay. Russell: He's just pissed because he's like, "I can build this tonight. Everything thing they got we can have done tonight." So we're getting all ready. What should we call it and everything. And then he's like, "Wait, we're building this. You want to add anything else to it?" And I was like, "Oh. Yeah. What if it did this? And what if it did this?" And we spent a week in front of a white board saying, "What if it did?", and we mapped out ClickFunnels. Matt: So you're talking about a week where you guys just locked in and you were just having fun. Just doodling and whatever. Russell: Yeah. He's like, "Oh, I can do that. We can do that." We're brainstorming all sorts of stuff so we map the whole thing out. Matt: Did you know at that moment you were onto something big? At that moment right there, when you guys were like ... Or was it just still like ... Russell: All lot of people have tried something like that. I tried before other people tried. No one had done it. So I was kind of skeptical but Todd's like, "I can do this. This is easy." I'm like, "Okay because I tried it ..." He's like, "No dude, I can do it. This is easy." So I was, excuse me, optimistically hopeful because he's a genius but I was also nervous. But anyways, we map it out and then we bought Clickpros.com. I wanted to call it ClickFusion because I own ClickFusion, but we'd had three failed businesses called ClickFusion. All of them failed and Todd was like, "No. It's bad karma. We can't." I'm like, "But the logo is so cool dude." Matt: I love it. You love the logo. Russell: And he's like, "No, we can't." He's like, "It's got a jinx on it or something. We can't do that. You have to come up with a different name." I was like, "But ClickFusion is the coolest name ever." So we're trying things. Click everything and then ClickFunnels. We're like, "Ah." That was the thing. We're so excited Matt: Who first said it? Do you remember? The words ClickFunnels. Caleb: It's almost like God saying, "Let there be light." Russell: I would assume it was me but I'm not positive. I'll have to ask Todd on that one. Caleb: Well, when you said it, was it instant? Like fire? Russell: It was insane, it was available. Matt: Oh, you know that feeling, right? Checking domains. You're like… chills. Russell: How has no one thought of this before? And so we got it and I remember I was driving him to the airport at the end of the week to take him back home. And we got to the airport. Boise airport, It's a small airport. So we pull up to the thing to get out and you can tell he's probably nervous waiting. And before we get out of the car he's like, "I really want to do this man. I'm excited." I'm like, "Me too. Me too." He's like, "I don't want to do this like your employee though. I want to do it as your partner." And in that moment, I was just like all the fear of ... I'd tried partners in the past. It hadn't worked. All this stuff and all the everything. And it was just this weird thing of just all the emotions were hitting me as he sat in the car, about to get out the car. I have 15, 20 seconds before he's going to to go. I was just thinking about him. I was like, he's never asked me for money. He's never done anything. He's served. He's given everything. I was just looking at him. I was like, "All right let's do it." He's like, "Cool." And he got out of the car and he's gone. Matt: Wait a minute. So at that moment? Is was that quick? Russell: That was it. Matt: It was a gut feeling that you just knew. That he was ... Russell: It was him. Yeah. And I was literally... I said this on stage at Funnel hacking live, outside of marrying my wife, it was the greatest decision I ever made. Matt: Yeah. I remember you saying that with tears. Russell: Yeah. Matt: Why though? I'm curious because it's not just ClickFunnels. Russell: He's amazing. If you look at our personality profiles, it's fascinating. We have the same personality profiles. The Myers-Briggs. Except for one letter's different. Where I'm a feeler he's a thinker. And it's been magical as a partnership because we both have so much respect for each other that we don't try to fight each other. And it's very much like if I wanted to do something, I'm like, "This is what I want to do. This what I'm feeling. What do you think?" And he'll come back and be like, "Well, I think this." And so I come up from feeling instead of thinking and it's really cool. So sometimes his thinking will trump my feeling. And I'm like, "You're actually right. Let's not do that." Or vice versa. Where he's like, "I'm thinking this." And I'm like, "I don't know why but I feel this." And he'll be like, "Okay." He respects that. We just have such mutual respect that we've never been in a fight. We've never argued. We've never had problems. It's been amazing. Matt: Wow. Russell: And he's similar to like we talk about with Dan. He went back home after us white boarding that, sat in his basement for five or six months and built ClickFunnels by himself. Caleb: Really just by himself? Russell: 100% by himself. Caleb: No other team. No other dev? Russell: It was just him. And the right before we launched, we brought in another partner, Dylan, who built the front-end editor and did a lot of the UI. And so then it was those two as we got closer and closer to the launch. And then for the next year it was just those two that did everything. And then after a year, we started bringing in other developers. But it was 100% Todd. Matt: Wow. Russell: He's amazing. In all aspects. You know you have friends you think they know everything about everything. That's like Todd except he actually knows everything about everything. You ask him anything and he's just like ... I don't know how he does it. And I'll always fact check him, like, "Oh my gosh. He's right again." He's brilliant. It's amazing. Matt: So for those of us who have partners or are maybe going into partnership, what's your best advice? And what do you feel like he does right that other partners don't do? Russell: I think the hardest thing with partners is typically we want to partner with someone who is just like us. We did a podcast most recently. Dean, Tony and I, right? We've done two partnerships. Both partnerships made it through the launch and they stopped. Made it through the launch and stopped. The podcast was like, "Why?" I love Dean. I love Tony. They're amazing. The problem is that me and Dean had the exact same skill set. Matt: Oh. Russell: And so the problem is that both of us are right. We both understand it right, but we do it differently. And so it's like You have two people, and so typically you want to partner with those people who are like you. You're like, "Oh, we think the same. We should be partners." But that's not necessarily the right thing because then you've got two alphas with the same skillset, and someone has to win and someone has to lose. And it's hard. Whereas me and Todd, we have different skill sets. There is never a winner or a loser. We can both win because different skill sets, both the same mission. It's really easy. So I think the biggest thing is you're trying to find the yin yang. You're not trying to find someone who thinks like you or acts like you. In fact, this is true in most hiring processes as well. I used to have people like, "Send me a video if you want this job." Right? So I get these videos, and the people that I wanted to hire were the people like me. I'm like, "This person's awesome. They think like me. They're a genius. They're amazing." You'll hire them, and within a week I'm like, "I hate this person." It's horrible. So we started shifting the way we do our hiring based on personality profiling instead. DISC profile drives most of my own personal hiring so I know that I'm a high D, high I, high S. No C at all. Right? And so the people I need to hire around me are high S, high C. The problem is the people I who I watched their videos and I'm pumped, they're high D, high I. So I'm like, "Yeah. These people are awesome. They're charismatic. I'm going to love them. They're drivers, they're awesome. Worst employees ever. Matt: Right. Russell: Right? So when people send us this profile, first I find the right profile and then from there I do interviews. Because if I interview ahead of time I get sold by the people who sell and then they're horrible employees. And so I make sure they're high S high C, because I know that if I talk to high S high C, I'm going to be kind of bummed out. Like, "Oh, I don't know if this is the kind of person that I'm going to jive with." But they're the best people to surround myself with because I'm such a high D high S. I'm a creator. I'm throwing things up in the air and I need people who are S and C, who are faithful finishers, who are going to take the things, capture them, and make sure that it's amazing. Matt: Do you feel like businesses and entrepreneurs are making a mistake by not having their employees and their team take these tests? Russell: 100%. I have a new company we're launching all about personality profiling because I'm such a big believer in it. Matt: Really? Tell me why. Top three reasons. Russell: It's in all things in life. If you're going to be a partner. If you're going to date someone. Understanding who they are is such a big part of it. Right? Because we think everyone sees the world the same way we see it and it is not true at all. The way you see it, the way we all see is so different and so if we don't understand that at a deep level, then I get upset by what you do and at what everyone's doing because it's like, "Don't you see what I see?" And the reality is no they don't. So if you start understanding people better ... In fact, the software can be called Understand About Me. It's a place you go and you take all the personality profiling and it gives you a page that can show somebody this is me. So in five seconds I can understand you perfectly they're like, "Oh, now I know how to work with you." Because I understand what you are, what your beliefs are, what your values, all the things I need to know about you, I can find it really quickly. Where normally you're going to go years with somebody before you understand them. I can look at a thing and get pretty dang close in a minute. Matt: Wow. Russell: Now I know hot interact with you and spend time with you and work with you. Things like that. Caleb: Question. Where does your love to learn come from? Because one of the things I noticed from being around you, it's always like yeah, so I had this moment where I geeked on this and I geeked out on this. It was health and suppliments, and marketing and personality types. There's all these different things you geek out on. Have you always been that way? Is it like you geek out on marketing, you saw the rewards from it, and you're like, "Wow, what if this goes into other areas?" Where does that come from? Russell: Yeah, I didn't always have my life. In fact, I had a fascinating conversation with Tom Bilyeu about this, because when I was growing up in high school I always thought I was a dumb kid. I thought I was an athlete, so I focused there. I thought I was an athlete, so I was a wrestler, that was my identity, that was where I focused at. I thought I was dumb. Because of that, straight C student high school and college, my cumulative GPA graduating from college was 2.3. Straight C's and one B maybe somewhere in there, right? Because I was a dumb kid. When I got done I ended my wrestling career, so I stopped being an athlete, and I was like, "Oh crap." I started to learn this business stuff and I don't like to read. I'm a dumb kid. What do I do? It was fascinating. Tom told me, because I had this epiphany, I'm not actually dumb. He's like, "Actually, the reality is you probably really were dumb. But then you changed, right?" So for me it was like I shifted. It was fascinating. Do you remember the Funnel Hacking Live where we had Lindsay Stirling perform? One of my favorite parts of that, she did a whole performance. If you guys don't know, Lindsay does violin dancing stuff, and afterwards I had a Q and A with her afterwards. I had this question I was so pumped to ask. I was waiting for her just to like, the question is, she was on America's Got Talent, and I think she took 7th place. When she got kicked off, Pierce Bronson or whatever said, "You've got no talent. You're no good." Whatever, right? So I was like, do you remember that time when he said that? What I thought she was going to say was, "Yeah, I proved him wrong. Yeah." I was like, "What did you feel after that?" She's like, "Yeah, I got home and I realized he was right. I wasn't very good. So I went back and I started practicing and I started working harder and eventually I became good enough." It was like, oh my gosh. I got chills when I was saying it again. Matt: Yeah. Russell: I remember when Tom said it to me, he was like, "You probably were dumb." I was like, "I was." Because I wasn't reading things. So with marketing that was the first thing for some reason that caught my attention, that got me excited, right? And then if you look at my DISC profile, ROI is my highest value. I have to see ROI in something or I don't want to do it. So when I saw an ROI on this reading, I was like, "Oh my gosh. I read a book, I got one little sentence, changed a color, made more money. Oh my gosh." That is where it started, 100%. I started learning that and I started getting obsessed with those things. As this business grew for me I started being more, I always joke that crazy people got attracted to me, right? The best health people, the best fitness people, the best in every market kind of came into our world somehow. So I started getting to meet all these people. When you're around someone who's the best in the world at the thing, and they start talking about the thing, you can't help but be like, "Oh my gosh, this is amazing." Right? You zone in on that. So whenever I meet someone that's amazing and I have a chance to talk to them like this I just geek out. Like when I met your dad the first time with you guys. That's when I bought your parenting course and everything. I was just like, I saw you and I saw him and I was like, "I want that." So I started going down that rabbit hole, right? I met Anthony DiClementi, I was like, "I love this guy. I have respect for him, I love him." Every time he talks about anything, he fascinates me, when he talks about something it fascinates me. I have to look down those things, right? When people fascinate me, the things that fascinate them start fascinating me and that's when I kind of go down those rabbit holes. This person is so intriguing and fascinating. What makes them that way? What are they doing. It's interesting. I'm not a good question asker. You guys are so good at question askers. I've never been good at asking questions, but I'm really good at watching what people do and then seeing it and trying to go down the rabbit hole. What are they doing, why are they doing it, that kind of thing. Caleb: He’s a true master in it. You can just tell. What are some things you want to take the time to geek out on? I'm sure you see something and you're like I want to get on that but it's not a priority, I've got to do this. What are some things, if I had a week or two? Russell: Just free time with nothing else involved? Caleb: What's the next thing you're going to geek out on? Russell: Oh. I would say every probably three years I get re-excited about SEO, for some reason. I start going down that path again, because I love it. There's times in my business when that was the focused. It's not now at all, but I went through a couple ... Brian Dean’s a real cool SEO guy, couple guys… I started dabbing my toe in again and I'm like, I just want to get back into it so bad. Right now SEO is actually our number 11 lead source as of today in ClickFunnels, which is amazing. So we handed SEO the first four or five years, now we're focused on it again. It's doing really well for us. I want to go deep there because I like that. Anyway, I haven't had a chance to do that. Any of the health stuff really, really fascinates me. Matt: Why? I'm curious. Why are you drawn to that so much? The health stuff. Russell: Because I've seen with myself ... My history is I got in wrestling, at the PAC 10 tournament was my last actual wrestling match. My wife was giving herself fertility shots in the stomach during PAC 10 so the next month se was pregnant. So I got done wrestling, got done competing, got done running, got done lifting. All my athletic career ended, and then my wife got pregnant. She's eating for three kids, and I'm pumped because I don't have to work out right now, she's hungry, I'm hungry, we're eating. We just kept eating and eating. So over the next seven to eight months my wife gained like 60 pounds, I gained like 60 pounds. We were doing it together so who cared, it was amazing. Then one day she has two babies and she loses like 45 pounds and I'm like, oh crap. I'm stuck here. Where did you go? This for me? Matt: Yeah. Russell: Thank you. Then at that time the business was starting and I was stressed out trying to figure it out and I didn't get healthy again. I just was in that state of being 65 pounds heavier for years. But I didn't know the difference, I didn't know that I felt differently, because I'd never been in a spot where I spent eight hours sitting behind a computer, so I didn't know what good felt like or bad felt like. I knew if I tried to wrestle I'd puke, so I was like I don't feel like I'm an athlete. I just felt normal, I thought. Eight years in I was like, I don't know, I looked at myself in the mirror and I was like, "Oh, what happened to you?" You know what I mean? I'm sure hopefully everybody's had a chance. I was like, huh. It was hard because in my head I knew how to work out, I knew how to train, I knew these things. Finally I was like, "I need to get a trainer." So I got a trainer for the first time. I'd never really done that before. Started going, and got me from I don't even know, 27, 28% body fat down to 12% in a matter of seven or eight months. I looked better, I felt better, but what's crazy is I could work twice as hard and twice as long. I wasn't tired. I was like, "I can keep going. My brain's on fire. This is amazing." Matt: Wow. Just from the ... Russell: I had no idea until I lost all the weight. All of a sudden it was just like, I can do so much more. I think, when I first met Anthony DiClementi the first time I was like, this is my problem right now. I am at work all day slaying dragons, doing all these things, I have this energy. I get home at night and my two little twin boys are there, and my little daughter, and I'm spent and I have no energy. How do I still be a present dad and how do I have these things? The next tier was the bio hacking stuff. How do you do these things? How do you increase energy? There's so many ways to do that, from light therapy to supplements to sleeping to sound to breath, all these crazy things that seem stupid. The first time Anthony's like, "We're going to do breath work." I'm like, "We're going to breathe? That's your bio hack? We're going to breathe together?" He's like, "Yeah, it's going to be amazing." I'm like super annoyed. What's the ROI on this, I've got to get back to work. So he sat me down in our gym. You've been in our wrestling room. He sat me down and he's like, "You have to sit because if you're standing you'll hit your head and you'll die." I'm like, what are you talking about? He sits me down and we do these breathing exercises where he's yelling at us and screaming. All this stuff is happening. If anyone's ever done deep breath work it's nuts. We're doing this thing where we're supposed to do this heavy, heavy breath work until he's like, what's going to happen is the world is going to ... Has anybody done jiu-jitsu here? Been tapped out before? Matt: Yeah. Russell: So you get choked out. What will happen, the carotid artery gets choked and the world starts shrinking like this. If you take pressure off it, it comes back to life. If you don't, it goes darker and darker until it disappears and you're gone, right? If you've never been choked out, that's what happens. It's a really fun experience. But you have the minute when you see it shrinking around you and then it's gone, right? He told me that's what's going to happen. You're going to breathe so much that the world around you is going to start shrinking. If you don't stop you're going to pass out. So we go all the way to where it starts shrinking, stops, and then when you hit that point you let me know and then you hold your breath for as long as you can. He's like, "How long can you hold your breath for?" I'm like, "Maybe a minute." He's like, "You'll do it for at least five." I was like, there's no way. So he says sit down, we're doing this breath thing, we're going like crazy and sure enough the walls start doing weird stuff. I feel like I'm on drugs. I'm sweating like crazy. We keep doing it. He's yelling at me. All of a sudden the world starts closing around me, I'm like, "What is happening?" And then he stops and is like, "Hold your breath." He starts the clock. I'm sitting here holding my breath forever, looking around. We had three or four of us guys all doing it at the same time. I'm freaking out. And then it starts getting quieter, things are slowing down, we're sitting there and then he's like let some of the pressure out but don't breathe in. Let pressure out, pressure out, pressure out, keep doing that, and it gets done and the stop clock is over five minutes. I'm just like, I just held my breath for five minutes. Matt: And you didn't even know it. Russell: Insane. And then the rest of the day we were on fire. It was just like, whoa. Right? We brought a cryo-sauna at our house and we go freeze in the cryo-sauna and the rest of the day you just feel ... That's the thing I love now, these little weird things. Light therapy, breathing, weird things that just seem stupid. You do it and you can go longer, you can think better, you can do stuff. All those things just get me so excited. Anthony's fun because he randomly will just ship me weird stuff in the mail. Just the weirdest things. It makes my wife so mad. It just shows up. There's a big old box. She's like, what's this from? I'm like, I'm hoping it's from Anthony, it's going to be amazing. Just weird things. Tons of stuff. I love that kind of stuff because the ROI on it is crazy. They're always these weird things. I have this headband someone sent me. You put this headband on, you put an app on and you start working and it just makes you not tired, makes you focused. These weird things. How does this work? I don't know. And they're like oh, it works because the waves over here sync your brain and change your brain waves and the creative state and all these things. I mean, I don't know how it works but I just wrote two chapters. Caleb: Do you do breath work every day? Russell: No, because it's so intense. If I had a coach who could walk me through it. I have a recording of Anthony doing it and I almost dread it because I know how hard it is. By the time you're done you're sweating. Caleb: I've got to get that recording. Russell: I'll get it to you. By the time you're sweating, you're like what just happened? I just breathed for five minutes. It's weird. Anyway, I would love to understand it on a deeper level but I don't understand a lot of the things now. Some of them I've gone deep on, but a lot of them I do without knowing why. I hate it because my wife will be like, "What's this do?" And I'm like, I don't know. Matt: Just love it. Russell: One of my buddies, Preston Eli, he wrote this blog post, he called it the Warriornaire Workout. In there he explains part of his morning workout. He's like, why do I do it? He's like, because Tony Robins does, and I obey all giants who fly helicopters and have stage presence. That quote goes to my head all the time. People ask me, why do you do that? I'm like, because I obey all giants who fly helicopters and have stage presence, that's it. I'm like, I don't know the reason why, Tony says so, therefore I will do it. I would like to understand it at a deeper level so I have a better response than I obey all giants with helicopters and stage presence. But that's a pretty good reason. Anyway. Matt: Real quick, does anybody else want to throw in a question for Russell? Anybody else here live with us? Caleb: Let me ask one more real fast. Because I want to. I want to ask this. We were just having sushi, I was asking you, what are some of the favorite periods of your life? One of them you said was wrestling, which I found funny because by far one of my favorite periods is baseball, which people wouldn't expect because obviously I've been on stage and all this other stuff and that should take the cake. But those moments when you're just on the field, you're in the zone, there's nothing better. Where, with what you get to do now, whether it's being live on a webinar or being on stage or whatever it is, where do you get the same feeling of wrestling? Do you know what I mean? You know, the feeling in your chest? Russell: Today while we were in line at the grocery store I talked to your dad about this. I said that the best feelings I ever had in my life were from wrestling. The feeling of winning a hard match that I wasn't supposed to win and getting your hand raised, I never felt something like that, that felt as good as that, ever. I've been searching in business to find that, and I've never found it. Speaker 3: Do you feel like sports is like business in any sense? Matt: Good question. Russell: For sure, yeah. There's a lot, for sure. What I was going to say is the closest I've ever gotten to feeling that is when you serve at an event and you see a table rush and you see not only people where they get the a-ha, but enough of an a-ha where it gets them to get up and to move. That's the closest I've ever felt to that. It's not as good, but it's the closest I've ever felt to that. Which is why I love doing the big things. I get a glimpse of that. Caleb: How close? Scale of one to 10. Wrestling's a 10. Where does that rank? Russell: If wrestling's a 10, I'd say it's about an eight. In fact it's interesting because when I first started in business I was racing for that, trying to find it, trying to find it, trying to find it. It took me years before I was like ... Matt: Is it disappointing? Russell: For sure, yeah. We launch today and make a million dollars and it's like, huh. That sucked. What else have we got. Give me something else. Matt: Exactly. Russell: The money goal is always what I thought was going to be the thing, and those always were just like, huh. In fact, literally one of the main reasons I did the Two Comma Club Awards, for me I need, maybe it's just from a decade of my life someone grabbing my hand and raising it. I was like, entrepreneurs need that. No one raises our hands. Two Comma Club Awards, for me, is me lifting their hands like you did it. I needed that, they need that. That's one of the main reasons I did that, because that's the equivalent of that. Anyway. Matt: How many millionaires have you created? Russell: This year we passed 1,000 people that won the two comma club award. We're over 120. Matt: How does it feel to say that? To say it? You know how sometimes it's like so many people that have passion or goals or huge dreams and visions, rarely do they really celebrate what's happening on the journey. Do you find yourself ever getting where your vision is so big and your passion is so deep that even saying things like there's 1,000 millionaires. Dude, that's huge. Man, 1,000 people that are millionaires because of you. Russell: I think the first time I really got that, probably the most impactful time, was the very first Funnel Hacking live that we gave away Two Comma Club Awards. It was the third Funnel Hacking live. It was a couple of months before that we had the idea of a Two Comma Club and an award, talking about that. I legitimately didn't know. I wonder if anyone in ClickFunnels has actually made a million dollars. I don't even know. So Dave went back and the database guys went through everything and I remember he came back and was like, there's 79 people right now that made a million dollars. I was just like, are you serious? Matt: Was it a boost of confidence? What did it do for you? Russell: It was one of those things, looking back on me doing these events where two people showed up and nobody showed up, hardly anybody, where I was so excited about this? I was like, how come nobody cares? To now it was like, this is actually, I've talked about this long enough people are believing it and now they're doing it. You start seeing it, and there's the fruits of it. In my mind I was like a million bucks, even then, ClickFunnel was new, I was like a million dollars is hard. Most of my friends I knew were like made somewhere near a million dollars. There were people who have been in this business for a long time. A million bucks is a big deal. That was most people's goal still. The fact that 79 people had done it, that was just weird to me. I think that was the biggest one, the realization that just like, oh my gosh. It's not just a theory and I think it works, it's working. It's working at a scale that was unfathomable to me at the time. 79 people. To go to 200 and then 500 and then 1,000 is crazy. Matt: What was your question, buddy? Speaker 4: You're talking about how at each level of success you hit, some of your mentors hit that ceiling, right? Because of the posturing, right? So ultimately I feel like when you get to a new level of success it requires you to upgrade your identity, your self image. What have you found is the number one routine, what's your process for upgrading the identity, upgrading your self image? Because I think that's so important because it can either hold you back and have you self sabotage and not take action and go after what you want, or it's going to be the thing that keeps you at that level and continues to propel you forward. What's kept you ... Russell: That's good. It's weaved through everything, right? The one that's the most obvious external, especially in our world, because you see marketers, most people when they first start selling whatever it is they're selling they're bragging about themselves. Here's my ad, here's my name. It's all about them, that's the first tier of it. And then the second tier, when they start having the realization, I feel like is when they stop talking about themselves and start talking about the people they've helped. Speaker 4: Mm. Russell: You see externally. You don't hear me talking about how much money I make. I'm not like, oh, check out what I got. I talk about all the other people. It's like, that's next year, is that. And then for me the third tier now, which has been really cool, is talking about Lady Boss, right? The success story isn't Kailin, it's Kailin's customers, right? So it's like that next tier. What you're talking about is like the external version of that. There's a lot of internal things that you've got to deal with, but you'll notice it shifting in people when you look at just their messaging and what they're saying. From the way they podcast, they video, they market, their ads and everything, it's the shift of it's not about me, it's about them. It's not even about them, that's the external version of it. Internally I think it's really, it's what we talked about, I can't remember why, but we brought up yesterday or today I had this really successful guy I met one time who the first time we met he was like tell me your story. So I was telling him the wrestle posturing story about how great I was. He was like, no. Tell me about the time you failed. So I was like, well, I'm in the middle of one right now. So I told him let me tell you. I told this whole thing. I remember afterwards I was so embarrassed. He's going to think I'm an idiot. You know, that fear? He was like, good, you cycled. I was like, what? He was like, I will not work with entrepreneurs who haven't cycled at least once. Because if they haven't then they still believe their own bio, right? I think that's the biggest thing, the internal version is that. The first time around, before you cycle, you think it's all you. I know for me it was. I remember doing this the first time, I'm like, I am a genius. I'm the smartest guy in the world. And then when it collapsed I was like, oh, there's a lot of things outside my control. This is not me. There is a team, there's God, there's all these other things that are making this possible. There's a scripture, I can't remember where it's at, it's the Bible, Book of Mormon, but it says you can either be humble or God will humble ... Ah, I'm misquoting it by far. But it's like God will humble people. You can be humble or he will humble you. So it's like, looking at that, I'm like round two I'm going to be a humble person because I don't want to be humbled again, right? Matt: I still feel it. Russell: This is not me. I understand, I look around now and it's 100% like there's no way I would be where I am right now if Dan Usher didn't make videos the way he does. There's no way I'd be here right now if Todd Dickerson could not code software the way he does. There's no way, all these things are so many people. Matt: You're so right. Russell: Then there's so many success stories that inside of it there's just so many people. And then there's the grace of God. I just look at the timeline of when ClickFunnels came into the market. I've now got funnels for a decade, nobody cared. Then all these things were happening, we started having the idea for ClickFunnels, started building it, we're creating it, and then literally we go to traffic and conversion, Todd's halfway done building ClickFunnels, and Ryan Deiss stands on stage in the biggest event at the time and he spends the entire four days talking about funnels. Talking about how funnels are the greatest thing. Everybody's like, what's a funnel? They're all taking notes. Me and Todd are like, does he know we're building? He's talking about funnels. He's talking about funnels like crazy. And then the next day everyone gets home from traffic and conversion and everybody that day, the next day 8,000 funnel consultants pop up. Everybody's a funnel consultant. Everyone is on Facebook talking about funnel consultants and teaching funnels and all this stuff. We're like, oh my gosh. Todd, get this software done, everybody's talking about funnels right now. So he's coding like crazy, all this stuff is coming around, all of a sudden everyone's like, millions of funnel consultants, everyone's doing it, and all of a sudden we're like, hey, we created this thing called ClickFunnels, here it is. All of a sudden all of the consultants and all the people and everyone came and we were the only platform. I look at that, as smart as I think I am, there is so much grace and timing. If I'd launched a year earlier, a year later, it would not have hit the way it did. 100% it was the timing of all these things that have to happen. If it wasn't for that ... I can act like I'm smart, I'm a genius, but man, there's so much divinity that came into all the things. There's no way it could happen without that. Anyway, just understanding those things. Matt: What did you learn when you were cycling? Russell: So many lessons. Russell, you are not that good looking. Or cool. Or anything. Matt: It's basically not about you, right? Yeah, I feel that. So what was hardest? What were the tough lessons? Caleb: How many times did you cycle? Russell: Two big ones for sure. Matt: Really? Do you mind sharing? Russell: Yeah, the first time was after I was trying to figure this thing out. I remember one of my buddies was like, you're making money online? I'm like, yeah. He's like, that's cool. I'm like, do you want a job? He's like, what? I'm like, you're the first person I know who's interested. I'll pay you to come hang out with me. He's like, all right. So I hired my friend. He's like, I have some friends too. I'm like, okay. So I start hiring all these people because I want someone to talk to. Anyway, it was really bad. I ended up having a whole bunch of employees nobody knew how to do anything. I didn't know how to train anybody. I was hiding in the room trying to make money to pay payroll while they're standing outside like, do you want us to do anything? I'm like, don't talk to me, I've got to make money to pay your payroll. They're like, we can help. I'm like, I don't have time to explain anything to you. It was horrible. I built it up to the point where it was just like, I was launching a new thing as fast as we could just to pay payroll. As an entrepreneur, you kill something you get to eat, right? It's like the greatest thing in the world. Employees, they want to get paid every two weeks whether they killed anything or not. I did not realize that until they were like we need money and I'm like, but we haven't made any money. They're like you have to pay me. I'm like, what? I'm so confused. Like, okay. Anyway, it had grown and we didn't have a model, sustainable. Speaker 3: You just launched stuff to see if it works? Russell: Yeah. When I was by myself it was like, I had an idea today, let's try it. You launch it, it makes some money, sweet. And then it was like, I made 20, 30 grand. It was my wife and I, so it was like, that lasts nine months. You know? Caleb: What did you sell? Obviously I know the potato gun backstory. You said I talked about funnels for like a decade before that. What were you selling during that decade leading up to ClickFunnels? I know it's an inordinate amount of stuff. Is there anything not even close to funnels, like something ... Russell: Yeah. The very first, pre-potato guns, my very first big idea was ... Back then what everyone was doing, you know who Yanik Silver is. Yanik would write a book and then he would sell the resale rights to the books. Someone else would buy it and they could sell it. I remember I got online, I saw these books, I bought a book from Yanik and I'm like, I can sell this. I bought a book from somebody else. I was buying all these eBooks I could sell. But then inside the books they would have links back to all their sites. I'd sell the book and I was like, I made 10 bucks selling the book. And then inside the book Yanik is selling his thousand dollar course and seminars and things. They make all this money. I'm like, I got 10 bucks. He made like $1,000 off of me selling his book. I remember being mad. I was like I wish there was a way I could brand this ebook so that before somebody opens it and sees his ad they'd see my ad. That was the first idea I ever had, ever. So my first product was called Zip Brander, it was this little thing that would take an ebook and it would brand it. You open it up and it popped up an ad. You see the ad and you click a button and it would take you inside the ebook. It was my first thing. We launched that and I sold 20 or 30 copies of it. But that was the first money I ever made, it was amazing. I had a customer list, I was like this is amazing. And then the way I was selling those, I was going to forums. This is pre-Facebook, so all you little kids, before Facebook, before MySpace, before Friendster, we used to go to these things called forums. They were these things where people would talk all day. So we'd go to these forums. One of the rules in the forums is you could comment all you wanted but you could have a signature file. At the end you could have like, Russel Brunson, check out my new software Zip Brander. I'd go to these forums and I would just spend eight hours a day answering questions and asking questions and everything. People see my ad on every little thing. My footer was on everything. That's how I was selling Zip Brander initially. I was in 50 forums posting like crazy but I couldn't keep up with it. I was like, man, if I could create a software that would manage this whole thing, that would be amazing. So my second product is called Forum Fortunes. It was this little software that would manage your posting on every single forum. You post and you could see if someone responded back on Forum 49 it would pop up and you're like, oh, you can go find it and go back and comment and keep the discussion. I made it for myself and then we started selling that. We sold more of those because I now had a little customer base here and went bigger. After that it was the next. It was always what's the next thing. That's kind of how it started back in the days, little tools and things like that. Speaker 3: How do you know when you're shooting all these bullets, how do you know when you shoot a cannonball? Matt: Good question. Russell: The thing about it initially, I had been married, I was making zero dollars a year as a wrestler, so for me to make $600 in a month, that was a cannonball. That was insane. I thought I was the coolest kid in the world. $600 was insane. So I did four or five little things. I remember it was Christmastime and I remember my wife wanted to buy a couch and it was a $2,000 couch. I was just like, oh, I can't afford that. I don't have a job. I'm getting sick to my stomach. I had this idea, what if I do a sell and just sell a whole bunch of crap that we had. I had a bunch of eBooks I bought rights to, a couple of things I had created, so we made this Grinch sale. I remember I wrote the copy, it was like, it was the Grinch Before Christmas or something. It had a picture of the Grinch and his heart growing three sizes, I don't know. I wrote this copy. My wife and I had been married a year, she really wants a couch, I can't afford a couch, so if you guys buy this, if I sell 32 of these things, I can buy her a couch and put it under the Christmas tree. It will be amazing. Caleb: You said that in the copy? Russell: In the copy, yeah. It was the reason why. I still have the page, I can show it to you. I know exactly where it's at, I can show it to you. So I had the whole page and then only an email list of like a couple hundred people at the time. I still had an affiliate program, so at the top it had an affiliate link. So I sent an email to my list and went to bed that night. Someone on my list was a guy named Carl Galletti, I haven't heard about Carl in a long time. He was a big famous copy writer at the time. Carl went and saw the thing, bought it, and started affiliating. So he joined the affiliate program, he was like this is awesome. He took that email, sent it to his entire list of this huge thing. So I go to bed. I wake up the next morning, we're at $10,000 in sales. Matt: How much before you went to bed? Russell: Oh, like $30, $40 or something. I was like, what just happened. Did I rob someone? I didn't know what happened. I looked at my email and there's all these people who were like, hey, I bought two of them, I hope you can get your wife that couch. Oh, I sent it to my friend. All these people. Because Carl promoted it, all these other people who follow Carl saw it. Carl is like it's converting like crazy. Tons of people are buying it. I'm freaking out. I'm going to wrestling practice trying to answer customer support. I'm late for practice, I ran into wrestling practice, I get back out I'm like, "Oh my gosh, I made like $600 in sales." I'm freaking out. Anyway, the whole thing goes through and over that, I think it was a seven day sale or something like that, we made $35,000. Which is more money than I'd seen in all my lifetime combined times 100, right? I paid probably 10 grand in affiliates. We made, I don't know, $25,000 that we got to keep. I was like, "Oh my gosh." I told Colette, and Colette's like, my wife. I love her. She doesn't understand the business part of things at all. I was like, "We made $25,000." She was like, "Is it illegal?" First thing. "Are you going to go to jail? Is it illegal?" I'm like, "No, I don't think so. I'm pretty sure." The first thing I did is I went and bought the couch for her, for Christmas. We got it back, I got a picture of her, sent it out to the list saying thank you so much, you got the Christmas gift, the couch. They all celebrated together, all the people. I was like oh my gosh, this is the greatest game of all time. This is so much fun. I was like, what's the next idea, what's the next thing. It was like that, these little things. After that one was done now I had way more customers, all these people that had bought my product knew who I was now so the next thing was easier so it incrementally kept growing and getting bigger. Somewhere along the line I launched the potato gun thing. Upsales of things. We didn't call them funnels back then. We called them sales flows or sales processes. Talk about your sales flow, what's your sales flow. Caleb: Sales flow. Russell: I remember Dylan Jones was our partner at ClickFunnels. Before Todd we tried to build something like ClickFunnels, we called it Click.com.com, which is a horrible name. But Dylan's, I still have all the UI images, and in there we had a whole section for sales flows and all these things. It's like, this was the first ClickFunnels. Because Dylan was on the UI eventually on ClickFunnels anyway, but we literally designed something like this five or six years earlier. Just crazy. Matt: Do you think that all those little failures and all the trying and that kind of energy is what brought you here today? Russell: For sure. It's the key. I wish I could grab everybody because everybody's like, okay, I'm waiting for my ClickFunnels, or I'm waiting for my thing. They're waiting and they're waiting and they're waiting. I was like, the reason why I got this thing was because I didn't wait. If someone were to give me ClickFunnels initially it would have been bankrupt in 15 minutes, right? You have to become worthy of the thing eventually. You don't become worthy by waiting, you become worthy by trying. And trying and trying and trying. Eventually, if you keep doing that, over time, then God's like, all right, he's going to do it. He's built 150 funnels, now I'll give him the idea. Matt: Wow, that's powerful. Speaker 3: How much more did you feel that all your other friends are in the same game? Matt: I hope you guys take there's more that's caught than Todd. That's some gold in what he just shared right there, what you were just sharing. But go ahead. What was the question? Speaker 3: I was just saying how much more would you fail if all your other friends were playing the same game? Russell: All my friends were like why are you launching more stuff? Why do you keep doing things? They do like one product launch a year. They got so annoyed. They were like, dude, stop doing stuff. I'm like, why would I stop doing this? This is so much fun. It was just confusing to me. Why don't you guys do more? Everyone, they make money they'd just be done. Caleb: Why would you keep doing more? Was it genuinely like one funnel away? Like this next funnel's the one. Were you just like you sold yourself on it, this is it, so you keep going? Or did you just really enjoy it? Russell: Well each one I thought was. Each one, every time I was so surprised, like this is amazing. That was the one. The next one's bigger. Oh my gosh, that was even better, who knew? And then I just kept going from there, you know what I mean? So I wasn't waiting for ClickFunnels or anything like that. I was just enjoying the journey every time. It was so exciting. Eventually it was like, oh crap, who knew that that was going to do what it did. Caleb: Was it all emails? Was there any ads or was there anything to scale the traffic? Russell: First 10 years was 100% emails, partnerships. There wasn't ads back then. I mean, there was Google ads, but the first initial Google slap happened about the time I was getting started. Prior to that a lot of guys I knew built their email list off of Google ads and then the slap happened. A lot of them had lists. I started getting to know those guys, going to events, meeting them, so that's how it started initially was tons of that. And then there was this big gap for years where paid ads weren't a thing. Some people did banner ads, but it wasn't consistent. It wasn't like it is nowadays. It was harder. You worked harder and all the stuff wasn't there. Mostly we focused on ... If you didn't have an email list, you weren't playing the game. It's like, who's got lists, how can you build lists, what can you do? Matt: You still think that's true to a degree? Russell: 100%. That's why the traffic seekers book was so important for me to write, I feel like, because most of the people in the game today have been blessed with Zuckerberg's simple Facebook ads that make the game easy. Matt: Wow. Russell: They've never focused on building lists. I was like, you guys, just so you know, Zuckerberg is going to screw us all. It's going to happen. Matt: Yeah. Caleb: It will happen. Russell: It's like, if you don't have a list you're all screwed. I've been through this for 18 years now, I've been through five or six cycles. I've seen people who made millions of dollars who now are not online. The people who have waded the storm the whole time are all the list builders. They're the ones who survived. Everyone else who's good at ads, they come and they go and they come and they go. Learn more about your ad choices. Visit megaphone.fm/adchoices

The roundtable interview with Matt and Caleb Maddix and a small group of people who are trying to change the world. Enjoy part one of this special 4 part episode series. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com Learn more about your ad choices. Visit megaphone.fm/adchoices

Register for the next LIVE episode at ClubHouseWithRussell.com Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Russell Brunson: Hey, what's up everybody. It's Russell. Welcome back. I hope you liked the last episode. What you think about a live version of the marketing secret show? Anyway I hope you guys enjoyed it. First off, I think it brings a different energy level. When I know it's live, I got to show off to all the people I get to see their faces. It's hopefully you guys enjoyed that part of it. And hopefully, went to clubhousewithrussell.com and when registered so that you, that way, when we do the next live podcast, you can be on it. So that's the first thing. And then number two is, this episode we're actually going to share the Q and A's, there's about 40 minutes of Q and A with people who were there. And so in the future, if you want me to answer your questions, like, come on the show, go to the clubhouse with russell.com register, show up on the show, and then I'll talk about a concept and then we'll open the lines for Q and A. And you see some people got hot seats coaching sessions during this Q and A, which is really fun. But I think the reason I want to share these with you here, because I think most of the conversations that happened, there's something that each of you could learn from those conversations. So I hope you enjoy it. And again, if you do, make sure again, go to clubhousewithrussel.com and register, and that way you can potentially be on our next live show and get your questions answered. So with that said, theme song, we come back, you guys will have a chance to do the Q and A, for part two from our last episode, which we talked about the real secret behind the value ladder, and you hear everybody's questions and hopefully we get some gold for you in the conversations. With that said, queue up the theme song, and we'll see you guys soon. I don't normally do a lot of Q and A cause I just always get nervous that someone's going to ask me one of those questions. And so, but we're going to do it. Yhennifer, is going to help me out here. We're going to bring some of you guys up to stage. So if you've actually... Yhennifer, what's the process, they want to ask a question to come stage, they have feedback, or they want to talk about their value ladder or whatever, what's the process? How do we play this game? Yhennifer: Yeah. So let's do this. So this is the process guys. There is the little hand in the bottom. I see it going up the numbers. So make sure that if you want to ask a question or add on to this conversation and bring some value, you can actually raise your hand. We'll start bringing up five people at a time, and then we will let you ask your questions. So make sure that you also invite some new people, right? We can still invite people as we're here on this call. Everybody will get a chance to listen in this awesome value. And then one more thing I want to share before we bring people up, is that a reminder that this is being recorded, so this conversation is going to be recorded and let's see, we're going to bring up a few people as you come on here, please mute yourself. And we'll unmute you one at a time, that way there is no static in the background. Yhennifer: Okay. All right. We got a few people that we invited on this stage. So we'll start with the first one, Stacy. Stacy is a health coach Institute founding partner, bootstrap from startup to 270 amazing team members. So welcome Stacy to the call. We're so excited to have you here. What question do you have for Russell? Stacy: Hi Russell. Russell: Hi Stacy? Stacy: I haven't followed you in a long, long time so I'm excited to finally get to talk to you. Russell: Oh, really good. Stacy: My question is when you are first introducing someone into your ecosystem and you have this product suite, do you have a value ladder that you present at the beginning? So just real quick, ours is, we have a call center, so we're doing cold traffic to a call center basically. I mean, we have a Funnel in all of that, but just in the beginning, people seem surprised that we're a school. So they take the initial program and that there'll be graduate programs on non and ours are all pretty high ticket offers. We're not doing $27. Our first program is like $5,000, but still we want them to be able to ascend. And so do you have an Ascension map and saying, "Hey, you're going to be here for the long term. Here's what it looks like." Russell: Yeah, definitely. Stacy: That makes sense question. Russell: Good question. So a couple of things. So I'm going to answer two folks. One of them answers your question. One will answer probably people whose businesses may not have started at 5,000. So I'll kind of answer both ways and then we can go deeper. But so in our world we have so many front end offers because I love creating front end offers. And so we're driving traffic to front end offers plus the events all over the place. And so what happens to someone, they couldn't click on an ad and they made the first thing they see is just our events or a high-end coaching, excuse me, or something like that. So whenever they do that, it goes through that initial sequence of three or four emails that are tied to that Funnel. And then they're done, it drops them into a followup Funnel that starts at the very beginning of our value ladder. And so it's a 60 email sequence that I wrote that I sat down and said, "Okay. If my mom was to come into my world, she doesn't want a Funnel. Is she barely knows an Instagram is, what would be the process? How would I grab her hand and take her through this process? What would it look like?" And so the first thing I would do is I would show her this video on YouTube that I did that actually explains this concept. Then number two, I would show her my book. Number three, I would have listen to these three podcasts episodes. Number four... And I sat down and mapped that out, where I would take my mom if she was coming into my world for the very first time. And so we wrote that out and it took a long time. It was kind of a pain, but it was worth it. We wrote a six email sequence that takes them through all of the Funnels and the videos and the podcast things in order that I think is the best strategic order. So I'm go through them and a rolled those out put them in a sequence. And now everyone joins my world. They may get like one or two emails about whatever the thing is that they registered for. And it was done. It drops into that sequence and it takes them through the path that slowly sends them through all the core offers and training and everything we have a in the most strategic order. So that's kind of the first half of it. The second side, I think you were more talking about is when someone comes in and they pay 5,000 and you have this Ascension yeah, for me, I used to have multiple high-end coaching programs until a year and a half ago, or maybe two years ago, we took down the Inner Circle, but at Funnel Hacking Live, we're kind of reopening three programs. We have our two Common Club X our Inner Circle in our category Kings. And inside of that, everyone's going to know that like, here's the Ascension, right? If you're a zero to a million dollars before you got a two comma club award, this is where you live, you live in two comma club X until you've gotten that. And you've earned it, now you move up to Inner Circle. And the Inner Circles from a million to 10 million, that's where you live to get 10 million. And from there, you send up to a category King and so they see that and it's in front of them. And the more you talk about it, the more you mentioned it, the more people naturally want to send up. In fact, when I launched my Inner Circle, most of the marketing happened on my podcast. I would just talk about my Inner Circle members all the time. And people start messaging me. Like, "I just want to be in the inner circle so bad." And they kept seeing that that was the essential naturally wanted to go. And so I just talked about all the time. I put those people on my stages. I told stories about them and the books I told about them. And I was always just talking about my Inner Circle members. And naturally, people keep seeing that. And they certain wanting to, this is what I want to go. This is the path. This is the journey I want to go on. And so, anyway, I don't know if that answers your question, but that's kind of how we structure it for people to be able to see. Stacy: You did. You just totally sparked something for me that I wasn't thinking about before. Thank you so much. Russell: Sweet. Well, great to meet you officially. Thanks for hanging out. Yhennifer: Thank you Stacy for being here. Awesome. So now we're going to move on to Ryan Peterson. So Ryan is a digital marketing strategist, voice of the Entrepreneur Secrets Podcast and holds up the one percent summit. Welcome Ryan. Ryan Peterson: Hey, I'm glad to be here. Thanks for having me up. Yeah. Russell, my question which is people who are starting out start on their value ladder. I mean, mapping it out is one thing, but where should I really focus my efforts and energy to get the most value, I guess for myself? Russell: So wait, say that again, your phone broke up a little bit. So you're saying you have your value out, you mapped it out. Where should you be focusing on? Is that what you said? Ryan Peterson: Yes. Exactly. Like what stage of the value ladder should I be focusing on? Russell: So show me where your business is right now. How much do you have built out? Where's it at right now? Ryan Peterson: Yeah, so right now, I have a podcast that is been a little difficult to going to create content daily and whatnot with had a baby recently in any way. And then I had a summit that I launched was a lot of fun and what I realized I don't have a next stage of my value ladder built out yet. And sitting back and thinking about it. I figured I should have thought out kind of the more pillars of my value ladder before I really start on the front end. And I'm assuming I was probably premature in building out the beginning of my value ladder without something more valuable towards the end, if that makes sense. Russell: Got you. I know where that's coming from. So I'd say a couple of things. I do think it's important people to start publishing and doing a summit or something initially, just because it gets momentum, gets you talking to people, finding your voice, like in our coaching programs, we start with that. But then the next thing is, you're saying, where do I make money, right? Where should I focus at? And so it's funny because when I first, this is like always been my biggest fear with talking about a value ladder is, if I can remember when I wrote the Dotcom Secrets Book, my first group of people that came into coaching afterwards was like, "Okay, Russell. So first I'm going to write my book, then I'm going to do my thing. And when they had the whole value ladder and all the stuff they were going to do." And I was like, "Wait, what?" The book is the hardest thing ever. Took me a decade to write a book. Don't start there. That was the biggest thing. Or they were trying to get all the things in place before the launch, any of it. And I'm a big believer nowadays. I try to guide as many people as possible. It's like, "Start at the very beginning." Where if you're doing a summit, doing podcasts, whatever, just to get the motion, getting into momentum. And then for me, the thing that I think is the best and just can be different for everybody. But for me, it's doing something about the thousand dollar price point and doing a webinar for it, right? Because I obviously love webinars, but that's where I focus at. Or if... I guess partially depends on the skill set of the entrepreneur, right? If you think you can be good at a webinar, that's where I would lead as my first big thing that I'm going to be spending a lot of money on, driving traffic and stuff like that. Some people are better on phone, right? If that's the case, I've started the higher ticket offer. Some people are horrible on the phone, horrible presenters, if so, I would do more of a traditional sales Funnel, where it's more written copy and stuff like that, kind of depending on your skill set, but I would definitely be picking one of those. I don't think you did out of order. I think the order's correct. I think it's starting publishing, is doing a summit because the summit introduced you as your dream 100, you get to know people, you start building a little bit of list. And now with that list, now you're able to go back and say, "Okay. Hey guys, my webinars starting come registered for my webinar. You have a chance to test it against traffic who knows who you are." And the second phase is, "Okay, here's all the people I interviewed in my summit. Now it's dream 100. Now, let's do a promotion to each of their lists, promoting the webinar, right?" And then that starts getting webinars better and cleaner and more efficient. And then the third step now is like, "Okay, I promote to my list. I promoted my dream one hundreds of lists. Now I'm going to go out and start buying Facebook ads or buying traffic to push people to the webinar." That's literally how we launched Clickfunnels. It was exactly that, right? I spent a lot of time building relationships with people through summits and other things. And then when Clickfunnels launched, we did a big webinar to our own list, made a bunch of money, which our dream 100 list made a bunch of money. And it wasn't till, I think we were probably year, year and a half into Clickfunnels before we ever bought our first ad. And before that it was all just focusing on those relationships we built through our own efforts. And so I think I would probably recommend something similar for you as you've done the first two steps. If you've done a summit, you got some relationships now, now it's like, okay, go and build your webinar or whatever the bigger one is. And now you can leverage your list and your relationships to launch it. And then from there you start transitioning to paid ads. Does that make sense? Ryan Peterson: Yes, that makes a lot of sense. Thank you so much. That was invaluable. Russell: Very cool. No worries. Thanks for hanging out. Yhennifer: Awesome Ryan, thank you for being here. Now, we're going to bring up Mark. Mark helps real estate agents and teams to automate processes using workflows to scale their businesses while protecting their families time. Mark, what is your question? Welcome to the call today. Mark: Well, first off I just wanted to say thank you, thank you, thank you, Russell, for what you have done. Honestly, I am the product of the value ladder. I had zero comprehension of what you do and have done all these years until November. And I've spent the last 30 years developing software for real estate agents using what we call workflows and it's different than Funnels and stuff like that, but it has some similar. Not sure where I needed to go. And whenever I saw, I forget what it was that actually started at first, there was some kind of free thing that you had. Then I got the three books. I read through the three books. I did the one Funnel away challenge twice. We've already signed up for Funnel Hacking Live. I want to be on the two comma club by September, if not, I mean, it will be September of next year whenever you have it. But the whole idea of the frameworks that you brought to me, I just want to say thank you. Russell: That's awesome. Mark: It's just been amazing what it has spurred in my mind because of what you have taught, not only the free stuff but even the low level price stuff. I mean, just amazing. So I would love to buy you a dinner sometime and just take your brain. I know everybody else does too, but golly, you do not know what you have done to touch my life in the lives of my family. So just want to say thank you. Russell: That's amazing. I like you for that. I appreciate that. We've got a shot. If you would ask me a question to pick my brain right now, we got a moment. Mark: Well, you start talking about the frameworks and stuff, that was my biggest aha, was the frameworks, was the four core pieces of, four core strategies and I've come up with details and stuff. And right now it's just content. I'm just trying to build the content. And I am failing in providing that on a regular basis, but I'm in the muck of building other content. And I started the idea of building a book. And then you made some kind of comment in a previous thing. It's like, put that off until later. It's like, okay, I'll put that off the later. But I am building kind of the topics of that and that'll come eventually, but man, it's just like a light bulb went off and my energy has just gone through the roof. My wife is saying, who is this guy? Russell Brunson, because he has changed my husband. And it's just been amazing. So that's all I wanted to say. Which is thank you. Yhennifer: Okay. Russell: Thank you, man. I feel great. Thank you. Yhennifer: Russell, this is the part where you put the mic drop, you do the thing in the background. Russell: There we go. I appreciate it. Yhennifer: Thank you, Mark for being here. We appreciate you so much and see you at Funnel Hacking Live. Awesome. Russell: Absolutely. Yhennifer: Now, yeah, we're going to bring on Ms Bates. She is a certified life coach. Best-Selling author. Master EFT practitioner. Welcome today to this call. Let us know what you have for Russell. Any questions? Welcome. Ms Bates: Well, thank you. So Russell, I love you. I know it's a crazy way to start but, I just do. Oh my God. Yhennifer: That got real weird, real fast. Ms Bates: I know. It's just amazing. You have been such an inspiration to me. I'm a solopreneur and I'm just so grateful for everything that you've done and that you put out. Russell: Oh, thank you. I appreciate that. Ms Bates: So here's my question. I'm a solopreneur and I've been working on different lead magnets. I've been testing different things like meditations or like do's and don'ts lists. But my question is once someone is in that Funnel, right, they go through that. My desire is to have them come to me for one-on-one coaching and then to put them into a group coaching program. And I'm wondering what the length of my email sequence should be. Russell: Got you. So walk me through what it looks like right now. So they come through a lead magnet and from there you're selling them into a high end thing. Is that right? That's the first thing? Ms Bates: Right. Russell: And what's the price point of the higher end thing? Ms Bates: The price point of the high end thing. It's a six months, $6,000. So if that is something that's out of their price range, then I down sell them into a group. Russell: Got you. And then what's the price on the group? Ms Bates: And the price on the group is 199 a month or 1997 for the year. Russell: Very cool. Do more people want to do the one-on-one work with you or the more do the group or is it kind of a just... Ms Bates: More people want to do the one-on-one work with me. I'm starting to try to move away because what I'm looking to do is scale, right? Which of course my time I can do more with a group than I can with the with the one-on-ones. So that's, I'm just trying to figure out how long I should be nurturing them? Russell: Yeah. The reality is especially those are the two core things you're selling. It's not so much how long do I do it for, it's part of everything you're doing right? It becomes part of your communication. You should be talking about it at everything. Do you know what I mean? For a long.. So it's not just like a 10 day or 30 day email sequence or whatever. It should be weaved into everything you're doing. So every communication, every email, every podcast, everything you're doing is always talking about these things and the people you have a chance to work with. I'd almost flip it around because you're going six... Are all the sales happening on the phone right now, or people buying just organically yet? Ms Bates: Nope. They're all happening on the phone. So it's all me like I'm doing the sales call, I'm doing everything. Russell: Is it what you got? Or do you like it? Ms Bates: I'm kind of falling in love with the sales part of it. So I want to get good at that before I outsource that. Russell: Yeah. Because I would almost flip it around a little bit where let's say, because you're saying you're into EFT as well, right? Is that what the coaching is based on that or something different? Ms Bates: Yeah, it primarily is based on that. Russell: Oh, very cool. So if I was doing it, I would make friends that are tied to specific things, right? Because I'm assuming you're doing tapping for, like you focusing on anything or is it like just kind of tapping as a whole? Ms Bates: Yeah. So for whatever reason, my focus has lately been it's multilevel marketing that are in the mid tier and they're having blocks getting to their next level. And so trauma resilience is a part of my passion and I know that those kinds of blocks show up for people. So I help people power through that and then get to the next level. Russell: Very cool. So I'd almost have something where the front end is tapping for trauma or for whatever it is, like something that comes in there. And then the first thing I would try to sell them is the $200 a month program. It's similar to that. I think that's if going to Annie Grace, she's the alcohol experiment. If you look at her model kind of Funnel hacker, that's what she's doing. She has a webinar right now that sells I think it's the same price 200 bucks a month. Or they can buy a year for, what is that? I think a year for 1997 for two grand, basically I believe is what her model is and that's where everyone goes through initially. She's not talking to those people, it's all being sold through a webinar and then after they've gone through like an hour long webinar, some signups some didn't. But then from there, the next part of the sequence is like, "Hey, if you're interested getting one-on-one help with me, go fill out the application here." And what'll happen is a couple of things, is it you'll start making money on a whole bunch of people you never talked to, which is nice, right? That's the first step. And the second step is that then when you start getting people on the phone, those people are going to be way easier to close because they sat through a 90 minute webinar with you. They’ve seen the value in those kinds of things. The craziest thing is when we... So I had my first big coaching program, my Inner Circle I ran that and it was a lot of work we had, I don't know, 20 or 30 people in it at a time. And then that's about time to Clickfunnels' launch. Clickfunnels launched. And it was a 90 minute webinars selling a thousand dollar product. And we started doing that like crazy. And then what was insane is that somebody will watch the 90 minute webinar side of Clickfunnels, found my coaching page on the thank you page and start applying. And my program went from 30 people to a hundred people in like two months. Like it was just caught on fire because the sales calls now easy. They're like, "We just watched Russell those 90 minutes. We want that." I was like, "Okay." And we're trying to sell them. Literally this is my credit card. I don't need any selling. It became so easy because the webinar pre-framed them. And again, not everyone's signed for coaching. Tons of people bought Clickfunnels there. And then the cream of the crop rose up and they came and they were ready. It's almost like if you flip your model a little bit, I bet you'd have more success because first off you going to making money off people who you haven't talked to you and the people you talk to, you're going to be more pre-framed to actually come in and buy from you. Ms Bates: Thank you. So the invitation initially is for the webinar or do I still put them through, like go through the freebie and then to the webinar and then to the group on, so you're up moving back this up, you're saying make the offer on the webinar for the group and then an application to one-on-one coaching. So that's my offer? Russell: Are you in a webinar right now or? Ms Bates: No, I'm not doing a webinar. Russell: So first thing I do is whatever you do and I'll keep doing it because you don't want that to stop. Like somebody to be like, take your eye off the ball. I keep doing that. Just it's working. Don't mess with that. So that's for sale. On the side, I would start creating webinars specifically to sell your $200 a month program. And then you start driving traffic directly to that and that'll become this new path. And then when that past making more money than the other one, then I would transition everything over. But don't mess with those working right now. Because it's working, I don't want to affect your business, but this is how I think long-term, this will become something that will be much more sustainable, more powerful for you. Does that make sense? So that's kind of how I would do it. Ms Bates: It does. Thank you. Thank you. Thank you. And I love you again. Russell: No worries. Love you too. Thanks for hanging out. Yhennifer: Awesome, Ms. Bates, I'm glad that you got your question answered guys. Just a reminder, you guys can add some people onto this call. We're still going to be here for a few more minutes. We're so excited to be here. Guys? Russell is dropping some nuggets, okay? People pay thousands of dollars to get this coaching. So I'm so excited for all you guys that get a chance to ask Russell questions. So now we are going to bring Richard. Richard is that how you pronounce your name? He's a travel advisor. A key to the world travel, Disney destination expert. If I messed up your name, I'm sorry, but I hope I'm saying it correctly, but it's your turn. Welcome to the call. Richard: Thank you guys so much for having me through. You can call me, Rich. Everybody can call me Rich. That's fine. Yhennifer: Rich. Richard: So Russell, just want to say, thank you. Thank you. Thank you. I'm currently rereading probably the third or four time Expert Secrets. I was in Own Your Future this past week. I was part of that lead challenge that you had, the five day lead challenge. I like in your world, bro. So just want to say, thank you. Russell: Thanks man. Glad to have you here. Richard: Yeah. So my question is really so as a travel agent really my value ladder is bringing leads in, educating them on the best, we'll take Disney for instance, the best Disney vacation ever, right? I provide value, value, value, and then they go through their trip and then after that it's pretty much done. So that's kind of like the result, right? If I was to say, a problem to solution. My question is for you, what else should I think about to really continue to bring more value? And really, I don't have like a $7 lead magnet to a $97 to a mastermind to Inner Circle, all that how should I be thinking about my value ladder? Russell: So right now taught value ladder, someone goes through is a Disney cruise or Disney trip, what exactly are they getting in the end? Richard: So doesn't matter. It could be Disney world vacation, Disney cruise, basically it's a vacation. Russell: Got you. One thing, so my family has done a bunch of Disney vacations. We just got back a little while ago from one and it was funny. We were joking. We did our first Disney cruise. Like when you get on the boat, there's the dudes with the big old Disney hand or Mickey mouse hands on their high five. And you're coming on and they're giving you drinks. This is amazing experience coming on, it's the photograph and you need to get on the boat. And then the boat's amazing. And then when the cruise is done, you get off and there's no one greeting you it's like dead. When you walk off, it's like they shove you out to the buses. And you're just like, "Wow. It's over that. That experience has ended really bad." And it was funny, because then the next time we're booking a cruise, right? The last thing you remember from Disney was just like horrible experience where it's just ended. And we're sitting by the buses waiting for our thing. It ended on this really down note as opposed to an up note. Richard: Oh no. Russell: And so then we're like, Worsley book cruise and right? Well, Disney was cool, but it's kind of weird at the end. And then, so we booked with a Norwegian next time or whatever. And so it's the little things like that. So like I would be looking at okay, because obviously in a business like that, people who do those things, do those things, right? We did Disney, we did the VIP tours, did all kind of stuff. And we spent a lot of money and it's awesome, and we had a great experience. And what's crazy to me just as a marketer is like, when we got done, they're like, all right, we'll see you. And I'm just like, you realize people come to Disney and pay for VIP tours, come to Disney and pay for VIP tours. I was like, why didn't somebody Jetta offers something right there and right. Or the next day, or call us next week. Like, how was the experience? What was it like? Nobody did that to me. And I was like, we probably would have been probably still will because the experience was great. We'll probably re-booking for whenever, but they could have doubled their money right then on the spot while we're at the peak of emotional intensity, as opposed to waiting further down the line, that'd be the first thing we're looking at is like, how do you capture that right? In a way that now you can like, get them booked on the next thing. Especially again, people are paying higher and stuff. They travel more often. It can be every six months they're looking for something like that. And that becomes this huge high ticket recurring program. That'd be the first thing I would kind of think through. Do you have a process now when someone finishes that you take them through to get them to re up for the next thing? Richard: Yeah. I'm working on my follow-up scripts right now. The email followups after they've gone through. And then, yeah, even just what you were saying, what happens now? What happens next? They're kind of like in this, I had an amazing experience and then kind of the experience kind of dies off. Russell: Yeah. Had to get that back up and because that'd be the biggest thing. Because now you're not going and finding a new lead, convincing them, you're going through a process like it's, you've got them. You just got to get them to it again. Mark Joyner, was my first mentor and his second book is called the Great Formula. And inside the book, he says the secret to successful businesses is getting your customers to take a second drink, right? The first drink is like, you just go through all this effort from the ad to the conversion, to everything for the first drink. And we got him and then we like forget about and go try to get more people to give him drinks. Like, no, they're like the money in your business, which just comes back to value ladders, is like the second drink, right? Because that's all pure profit. You don't have to get the ad. You don't have to do the stuff. They're already sold. You just got to ask them for a second drink. And it's shifting the focus to that. Because I'm assuming you got a lot of things happening on the front end. It's just, man, how do you get the second, third and fifth vacation? And who do they know that can vacation with them, right? Like we vacation with our friends now. And so it's like, we have a good experience. The next trip. Usually we're riding our friends. So it's like, Hey, let's build a bigger trip. Like who else can you bring? You bring your family, your friends, and crafting something with them where now that's just for you, it's just pure profit. Richard: Yeah. I'm even going through Expert Secrets. And I don't want to take up too much of the time. Sorry. Just even thinking about, who do I want to serve, right? I've been called to serve a certain group and I have that kind of my avatar down. And so it's just serving them. It's not just Disney cruises or Disney vacations. It's, "Hey, have you thought about an all-inclusive Cancun resort?" Something different but still an experience that they can have. And there like you said, I think I like what you said in terms of just keep that first drink, that second drink, that third drink. So maybe just thinking about my email or marketing afterwards, if it's a survey, if it's something and just say, "Hey, how was it? What'd you like about it? Hey, did you know that this is happening? And you can book this next time." Russell: Oh yeah. I think even pre-building a trip. My wife would get stuff sometimes in email, or she'll see people, our friends on social media who posts these pictures from this trip. And then she's, "Oh, where'd they go?" And she'll call them up and find out. And then we ended up going that same trip. We would do those kinds of things versus like, Hey, here's getting them to socially share trip with other people. And then vice versa is like you coming to them like, Hey, so inside of our community here, we've got this community of, I don't know, whatever you call them are our community of travelers, right? And here's someone just went to Mexico, check out what they get in, check out this trip. And here's four or five people on trips. If you want info on these trips, let me know we can connect you with the same thing. But look at these pictures from everybody and creating a culture like that, where everybody is kind of sharing their trips amongst each other. And then you're the one that's booking them back and forth and it can be really cool. Richard: I'm actually building the Facebook group right now. And that's where I'm funneling every everyone too. So that I can go live there. I can go talk to people and just tell them, "Hey, these people went on this trip." And then have them come on as a Zoom call and just talk about their trip and what they liked and maybe inspire others to book that same trip. Russell: Nice. Awesome, man. That's very cool. What a fun business. Richard: Thank you. Thank you very much. And like I said, thank you so much for all you did for me and just all the value you provide. Russell: Oh, no worries. I appreciate that. Yhennifer: Thank you. Rich. Thank you for being here. We're going to bring on JJ. JJ has helped celebrities, artists, big brands and media companies create over 650 million in revenue by building relationships, my favorite thing in the world. What questions do you have for us so JJ? JJ: Oh my God it's Russell. What's up Russell? All right. So how many questions? What's my limit? What's my limit here. Yhennifer: You get one. JJ: I get one. Oh, God. I got to make this good. Russell: Don't mess it up. JJ: Really long one or really short one? Russell: We'll see. Give us the first one first. Just kidding. JJ: All right. On a serious note. So before you hired the best community manager in the world, and brought her on your team, how did you build those relationships with, I mean, your company blew up, I've been watching you from the beginning and I mean, within just a year or two, you blow up faster than almost anybody in the digital space. How did you keep those connections and build those connections and keep that community strong? I mean, you have the biggest, and I hate to say the four letter word, cult, behind you in the world when it comes to software. How did you do that in your value ladder? Russell: That's such a great question. And it's funny because Dave would have, you guys know he's now the CEO Clickfunnels has been for the last almost a year now. He does a great job, but it's funny because he'll go off call and coming to me, he's like, man, Russell, you've dug your wells so deep. He's like people just say yes to anything I ask them to do. And I think it was what you understand is that people, depending on when you came into my world, when people come in, it's like you see something, you saw Clickfunnels, you saw this, you saw this. But what people don't know is that I was in this game for man probably, I mean, years now, 10, 12 years before we launched Clickfunnels. And that time was doing that building relationships. In fact, I joked at the very beginning of this, I've been doing this so long, before Facebook, before MySpace, like Friendster was the hot social network when I was in college, when I started this game. And Friendster did not have an ad platform, Google had an ad platform, but a year into my business, they the Google slap happened and it ended. So I had a decade where we were not able to buy ads. There was nowhere to buy ads. You can buy banner ads kind of, but they didn't work that well. And so all I could do, the only way to get traffic was through relationships. And so I went to every event. I have to go to events and find out who the people that have traffic. And this is for me, it's hard because I'm super introverted and scared to death of people. And so what I did is I found extroverts who I liked. I said, "Hey, come to this event, I'll pay for you to go with me." And we go to these events. I'm like, okay, I have to meet all these people because they have traffic. These people have email lists and they got a blog and they got these different things. And I spent a decade of doing that, right, of going and talking to people, getting to know them, building relationships using the assets I had to help them to promote them, to either promote their stuff or to help them with different things wherever I could do. And so I spent a lot of time doing that. I think that's what people don't understand. They think that like, oh, he came out of nowhere. It just blew up. It's no, I spent so much time going out and building relationships. So when Clickfunnels came about, it was nice because it wasn't me just cold calling and Hey, you're who I am yet, but you should pro Clickfunnels. It was like, Hey, this is Russell, and we're friends and this is this project I'm working on. What do you think about? What would you do if you were me and the most amazing minds in the world, sharing with me what they would do, if it was them and giving me ideas and strategies and then they felt like they were part of it when we launched it and rolled it out. And so I think that's a big part of it, obviously you're tied into the relationship side of things, but I don't think people put enough effort into that. They focus on the quick ask, the quick wins. And not like, how do I actually build a real relationship? I was telling someone because we were last week at the Dean and Tony launch and somebody asked me, how'd you get to know Tony Robbins? How did you know? And I was like, "Well, I spent 12 years of my life serving him in any way I could, before I ever asked him for anything." It was 12 years of like, let me just help him and help him and help him. And since then, man, he's done so much promoting the last three or four years. But it came from a decade of building relationship. And I think you can build a relationship faster than that. Tony's obviously super human and the hardest person on earth to get a hold of. But it comes with leading first, serving and having to help people and getting to know people and stuff like that. So, yeah, it was a lot of digging my well, before we launched ClickFunnels. JJ: Well thank you for saying that you're on the stage. Because you come into some of these clubhouse rooms and you get these marketers, "Oh, you got to buy ads. You've got to buy ads." I didn't buy ads for 10 years, myself. I mean, you know Brad Hart. I work with Brad Hart now. He didn't buy ads for the first five years of his business and build those relationships first. Thank you for saying that. But honestly you really, I mean, I think leveled up your game by hiring a community manager. She's up on the stage. She's keeps your community engaged. Love Yhennifer. So throwing some love towards Yhennifer. So my second question... Yhennifer: It has to be quick, Jay. JJ: It's fast. You can beat me later. What is your favorite Oreo cookie? Russell: My favorite Oreo cookie. So actually when Collette and I got married, they toilet paper our car, we were driving out and they got Oreos and they stuck them to the side of the car, but the Oreos had pop rocks inside the frosting. And I remember pulling off the car and I was like, "This is disgusting, but I love pop rocks." And so, yeah. And I don't think I've seen pop rock Oreo frosting since then. But if they ever bring it back, I will be the first in line. So that'd probably be my favorite. I don't know. JJ: Oh. Yhennifer: That was a good one. Russell: That was worth it. Yhennifer: You guys heard it. You guys heard it first. If you find that out there, go ship it to the Clickfunnels headquarters, because boss we'll be happy. Russell: Oh man. Yhennifer: That was so good. All right. My girl McCall. McCall is the founder of Charisma Hacking. What question or anything you want to add? Russell: And hold on. And she's a speaker at this year's Funnel Hacking Live event. Yhennifer: Are you going to to be there? I'm so excited. First of all, before we get McCall to talk, guys, if you have not bought your tickets to Funnel Hacking Live, go to funnelhackinglive.com, get your tickets and I'll see you guys there. McCall, the mic is yours. McCall Jones: Oh my gosh. Hi friends. Thanks so much. I was just going to add two things that helped the value ladder really make sense for me in the last year and a half. Since I started this. Russell, you know I study everything that you do. And the first thing that I did was read.comsecrets. Something that was a little bit hard for me at the beginning that, I mean, you teach on all these things, but it was the one product will create the problem that the next one will solve. And the first thing that I thought was like, "Oh my gosh, I have to create those problems. And I have to create those problems for people to ascend my value ladder." You had said something, I don't remember if it was in a podcast or I just heard you speak on a live somewhere, but you talked about the customer Ascension ladder and kind of the education part of it. And it put it all into perspective for me of the way that all of the sudden, I was able to shift my mind instead of being like, "Hey, you have to create problems from the bottom up and the problems that one will solve, it will open up a new problem to create the next product and all of that." Instead I thought, "Okay, the customer Ascension, where do you eventually want people to go?" So your Inner Circle and your category Kings and all of that, and then map out the steps that it takes to get there. And then with each program, with each step of the value ladder, it's just like, "Oh, what do you need to educate people on in order for them to want to join the next program, right? So it's an educational process that helped me with the very bottom of it, because I know that I think it was Ryan was talking about summits and creating consistent content and all of that. When I put it into education, all of a sudden the bottom of the value ladder made so much more sense to me because at the beginning, nobody knew what gurus Maggie was, right. It was like what the heck was that? Russell: You had invented a new term. Yeah. McCall Jones: Yeah. It was like, this is crazy. And it's hard to do that, right. You know you're in a really scary place in business where you're trying to solve a problem that people don't think that they have. And this education kind of form of this value ladder when you said that it really helped me think like, "Oh, okay. The bottom of my evaluator needs to be educating on my frameworks." So my whole opt-in bottom of the value ladder, what people can do with podcasts or the video content they're creating the summits, all those kinds of things. If they're consistently educating on their frameworks at the bottom, right? They first let people know what they're doing, right? And the problem that they're solving. And then from there, it's like, okay, now that you know what the problem is, and you can accurately say, oh, I do have that problem. Wow. Then you can move them up into paid products, and you can continue to educate them until they get to the highest level. But that was the thing that helped me the most, because at first with the problems, it was just hard for my brain to kind of wrap around it. And then it was like, oh, if you can accurately help somebody get through one specific step and then educate them on what they need to know in order to join the next program, then they will continue to ascend your value ladder because they will have a problem that's solved and they will have the education they need in order to address that they have a new problem. So that was something that helped me. Yeah. Guys, come to Funnel Hacking Live. You have to be there. Russell: Yeah. The thing I would add to that too, is like, I think a lot of times people are so stressed. I got to figure all these pieces and all the things. And one thing that I noticed when I first started doing this and I've noticed other people's that a lot of times you don't know what the next thing is until you start doing your thing, right? You start selling your product. For me, it was funnels, funnels, funnels. I wrote the book, we created a software and all sorts of stuff, that was it, right? That was the plan. And then as people started signing up and they buy the book and buy the funnels, then it was the next question kept coming and coming, it wasn't me making this up. It was like, oh, here's the question that everybody keeps asking like, okay, how do I solve that problem? How do I solve that problem? So the customers will bring you the problem. You don't have to invent them. You just do your thing in the best of your ability. And then listen. And if you listen, then the next thing will come to you and you know exactly what to do so. McCall Jones: Another really interesting, I'm so sorry. I just will be really fast. But at the beginning, I've built these frameworks for 20 years, but I didn't know what my people needed. And if you try to force what you know on people, instead of what they need, then your products won't sell, right. But instead it was exactly what you said, as far as finding your voice, the same thing was, I think it was Dave who just popped into this room, Hi Dave? It's about finding your frameworks, right? So creating your content and making sure that you're publishing on a consistent basis. It's creating these frameworks and refining them and seeing what sticks for people. And then it's not just like, well, I know this, that's what I should create a product around. It's like, no, no, no. People will listen. And they will. It's exactly what you said. They will tell you that market research is so invaluable. And then in that next program, if you're building it from the ground up, then you educate them. You listen to their problems and you let them ask questions and then they will reveal what that next product needs to be. Super interesting. Russell: Very cool. Well, thanks for call. Excited to see you again soon at funnel hacking live with all of you guys here who are listening in as well. I hope it's going to be amazing. Yhennifer: Awesome guys. Make sure that you click on that little greenhouse, make sure that you're following the Marketing Secrets Live Club. There's going to be many more. Right, Russell? Russell: Yeah, this was actually really fun. I hope... Did you enjoy Yhennifer? That was fun. Yhennifer: It was amazing obviously, listening to you. The value that you provide and also being able to speak to our funnel hackers here that we're excited to chat with you. Russell: Yeah. So I think the game plan we're going to try and keep news a few times. If it sticks, then we'll keep doing it. But I actually really enjoyed not just talking about topic and pushing the podcast. That was nice to get feedback or questions or like getting McCall, like doubling down. Like it's something I learned that helped me to make sense. And that was way more valuable to have that a as actual application of the concept, not just the concept. So I loved it. It was fun. So we'll let you guys know kind of moving forward when we'll keep doing these. But that was awesome. So thank you so much for helping facilitate it and make it all happen. Thank you guys all for listening. And will let you guys know when the next party is going to start. And I think, hold on, I got an outro. Should I do an outro? Yhennifer: Wait, before you put that outro, like do one of those money signs, money noises, things. Russell: Let's see. Yhennifer: Come on you got the buttons over there. Russell: There's a button there… We got… We're so funny. Yhennifer: That is amazing. All right. So we're going to close out with this out show. Thank you so much guys, for being here. See you guys in the next one. Russell: All right. Thanks everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

Register for the next LIVE episode at ClubHouseWithRussell.com Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Hey, what's up everybody. This is Russell Brunson, and we are trying out something really fun and new and exciting for the Marketing Secrets podcast and so wanted to tell you about it. So I did an episode that was actually live, we called it the Marketing Secrets Live Show and we did it on Clubhouse. And instead of me just talking for 15, 20 minutes, like a typical podcast, I did talk for 15, 20 minutes and at the end of it, I opened it for Q&A, we spent about 40 minutes on doing Q&A and it was a really cool experience for so many reasons. One was a chance to answer questions for a bunch of you guys. Number two is just it was fun doing it live and the energy was cool. So I think we're going to keep on doing it and want to invite you if you want to come on any of our live shows. All you do is go to clubhousewithrussell.com. It's clubhousewithrussell.com. It redirects you to the Marketing Secrets Live clubhouse room and you can join that room and then you'll be notified when we go live. I'll probably go live once a week or so and again, I'll be spending 15, 20 minutes talking and then after that, we'll go into Q&A and it'll be fun. So the next episode's going to be special. The first one is going to be my 15 to 20 minutes of me talking about the concept I want to talk about that day and the next step episode I'll share with you is the Q&A, and I hope you enjoy both sides of it and hopefully gets you pumped to come to the next Marketing Secrets Live show. Again, it'll be on Clubhouse, so make sure you get the Clubhouse app. But again, if you go to clubhousewithrussell.com, you can register. And with that said, I'm going to pick up at the very beginning of the Live Clubhouse and we'll go from there. We're here, everybody. What's up. This is our, technically it's the second time I've gone live on the platform. First time was a huge train wreck, we'll talk about that in a minute, but this is round two and I'm here. And Yhennifer, how are you feeling today? Yhennifer: I am feeling amazing, so excited to be here. I know that we were on for the funnel hacking live room and it was bananas. So I know that this one is also going to be amazing. Don't forget to make me a moderator real quick. Russell: You're officially now a moderator. Yhennifer: Awesome. There we go. I got the badge. I made it in the world. Russell: Amazing. I'm learning how to use it all. Okay. Can you hear me well? This is my first time using the setup and everything, I want to make sure you can hear me. Yhennifer: Yes, we can hear you perfectly fine. Welcome everybody. Russell: Welcome. Welcome. All right. Well, let me, while waiting for a few more people to jump on here for a second, I'll tell you guys what the game plan is, what we're trying to do here and then we'll dive into it. So we're going to be live for about an hour for about an hour and this is my second time officially using Clubhouse. I've been in Clubhouse a lot as a guest and hanging out, but the second time didn't get a room. First time I tried to do a room, did not know what I was doing, jumped in there. I brought everybody up to become speakers and it was chaos and anyway, it was kind of crazy. So I stepped back from it and was like, okay, I want to do this again but I want to do it this time a little more strategically. And so the game plan for what we're going to do is I'm going to basically be doing an episode of the Marketing Secrets podcast. So I'm going to talk for probably 15 minutes or so on a topic and then when that's done, Yhennifer is going to be my amazing, co-host, help me with this whole process, making sure I don't mess it up. Then we're going to bring you guys up, whoever wants to come up and ask questions or give comments or share things to deepen what we're talking about with everybody else. And that's the plan, so I think it should be fun. Anything I'm forgetting? Yhennifer: Yes. Make sure that you pin some people into this room. You have that little plus sign at the bottom guys, as you are hopping on here. Invite some friends that will be interested in what we're going to be talking about today, which is the secret behind the value ladder. Russell: It's so fun. All right. And I've also got this really cool, I feel professional, I've got a little board here. I click buttons, and if I tell you guys a joke, check this out. Did you hear that? Yhennifer: That is amazing. Russell: So I can do that. If we talk about money, I can be like this. And I also got the theme song for the Marketing Secrets podcast loaded up here. So this is the live version of the Marketing Secrets podcast, which I'm pumped for, hopefully you guys are pumped for as well. Like I said, I got about 15 minutes of stuff I'm going to talk about and then we'll open up for Q&A's. And so that is the game plan. So again, if you want to invite anybody you know, please invite them and then what I'm going to do is I'm going to queue the theme song right now and then we'll play it and we'll come back at 15 minutes to talk and then we'll open the blinds for Q&A. Does that sound good? Yhennifer: Awesome. Let's get the party started guys. Russell: All right, with that said, here is the theme song. All right, everybody. Welcome to our first ever official Marketing Secrets live show. I'm so excited to be here with you guys. We are doing this live on Clubhouse, which is kind of cool. This is my first time really producing something like this, and I'm excited. So if anyone who is a listener to my podcast, you know that usually I spend about 15, 20 minutes talking about a topic and it ends there. I want to use this platform as a way for me to be able to talk about what I'm thinking about for next 15, 20 minutes and then, when it's finished, jump on with you guys and do Q and A and answer questions. Or if you guys want to share ideas or thoughts, whatever it is. It should be fun, so that's the game plan. The thing I want to talk about today... We titled this one The Real Secret Behind The Value Ladder. I did it for a couple of reasons. Number one is the value ladder is probably one of the least understood principles inside of this marketing game. And it's funny, because I think when you explain it, it's really simple, and be like, "Oh, I get it. I get it." But when I look at people's businesses, when they come in for consulting or they hire me for coaching or whatever it is, I look at it and some people have what we call a value maze, where there's 8 million different ways that a potential customer could go and it's confusing. And I'm like, "Where do you take a customer?" And they have all sorts of different things, right? I'm like, "Well, value maze is not a value ladder." So that's one thing. Where number two is like, "Oh, they have a product." They've got one thing and they're missing some of these, these key components. And so I want to share with you guys really quickly what the value ladder is, but then there's a big thing that most people are missing. And it is key. It's the key to ascend somebody from one spot to the next in your value ladder. It's the key to actually serve people with the highest level of value. It's the key to really have success and help your customers have success. And so, that's the stuff I want to talk about today. I'm going to geek out on this at a deeper level than I typically do because I'm hanging out with a bunch of people who are on Clubhouse. That means you guys are as nerdy as me if you're here with five minutes worth of warning that we're going live for marketing seminar, right? And so that's kind of the game plan. So, and then after afterwards, like I said, we'll open for Q and A and do some questions. If you guys have any feedback or if you want to share your value ladders and things like that and how you transition people from step to step, that's game plan. Okay. So, a couple of things. The value ladder right now is more important than anything I could talk to you about for a lot of reasons. One of the biggest ones is obviously with all of the changes happening in advertising between Apple and Facebook and their feud. I'm assuming that most of you guys have noticed that your cost per acquisition in most of your marketing campaigns, if you're buying ads on Facebook, have probably gone up. For a lot of you guys, it's gone up substantially, am I right? Okay. If you've read the DotCom secrets book, one of the quotes that I talk about a lot from my mentor, Dan Kennedy, he said that whoever can spend the most money to acquire a customer wins. Okay? This is something that like... I don't have tattoos, but if I had a tattoo, it would be tattooed on my forearm so I would never forget this. This is how important it is, right? Whoever can spend the most money to acquire a customer wins. I remember when I first got started in this game, I heard him say that and it didn't make any sense to me, okay? And I think a lot of you guys who have been in the market right now, playing this game for a couple of years, it's been easy if I'm completely honest. Facebook ads have made things easy and a lot of people made a lot of money without having to be really good entrepreneurs and really good marketers and really understanding things because it was easy. It was easy. If any of you guys had a chance to read my newest book, my third book, Traffic Secrets, the intro of Traffic Secrets, that the title was, there's a storm coming. Some of you guys probably read that. It was right when Coronavirus hit is when the book launched. And I said, "There's a storm coming." It's been so simple for so many years and I've been doing this now... This is my 19th year in this business, so I was playing this game before Facebook, before MySpace... Actually, Friendster was the hot social network at the time when I started this game. And so I've had a chance to see the ups and the downs and watch what happens to advertising platforms and networks over two decades now. I wanted to warn everybody, because so many people who have got in this game in the last few years where it was easy, where it's we focus on Facebook, and I'm like, "You guys have to understand there's a storm coming. We have to look at things differently. And if you're not, you're going to be in trouble." I think the real first big wave of that has been hitting right now with the battle between Apple and Facebook and all the things. I've seen a lot of people who messaged me, who are freaking out, who'd be like, "Our ad costs are going up. What do we do? What do we do?" The reality is what you should do is you should be celebrating, okay? If you're an actual marketer, if you're a funnel hacker, if you're of our people, right? You've been hearing me preach this now for a decade, right? Whoever can spend the most money to acquire customer wins, right? If you understand that, the fact that all the CPAs, the cost per acquisition, these costs are going up and it's getting more and more expensive should not scare you to death. It should make you excited because all it really means is that more and more people are going to fall out of the game. Okay? Less competition, less people, less people fighting over ad dollars, all those kind of things. It's going to drop, okay, because the real marketers are going to keep playing the game and the rest of them are going to disappear. Like I said, I've been doing this now two decades. I've seen this. I've seen people who are making millions of dollars a month one day. And then, because of an algorithm shift, they're now out of business and I've never seen them come back, which blows my mind to this day, is because they didn't understand these core principles. And so, the core principle I want to drill into your guys' mind today is the concept of a value ladder, and then I'm going to show you guys the actual secret behind the value ladder. That's the key that makes this whole thing work, okay? So the basics of the value ladders... If anyone who has been around me for more than five minutes, you've heard me talk about this before, so I'm not going to spend too much time on the actual value ladder, because that part's the most simple, but a value ladder is like... Somebody comes into your world, right? And you give them some value. So my goal is... Obviously, there's a lot of free things I do online, right? My free podcast. I'm doing this live right now, right? Some of you guys are jumping into this room and this is the bottom of my value ladder, right? It didn't cost you any money, okay, but I'm providing value. Hopefully if I do a good job of it, you're going to be like, "Man, that Russell guy? He talks kind of fast, but I got some value that was really quick. What else does he have?" Right? And you naturally want more. That's the cool thing about human beings. If we receive value of something, we naturally want more. So if you see cool video or podcast, or you're here on Clubhouse, or something, you get some value, you're going to start looking around. You're like, "Hey, Russell talked about that book. What was that book he said? Oh, DotCom Secrets, or Traffic Secrets." Whatever one grabs your attention, right? And you're going to go online and go to DotComSecrets.com. You go over there, and you're like, "There's the book. $9.95 shipping and handling." You're like, "Whoa, in the Clubhouse room, he spent an hour with us and that was amazing. Can you imagine what I would get if I actually read his book." Right? You put your credit card in. You buy the book. Then you get the book and you start reading it, right? Now you're moving up my value ladder. You start reading the book and you're like, "Oh my gosh, this funnel thing is really, really cool. In this book, he talks about the 10 core funnels and how they work and, all of a sudden, I see how it could work in my business and I can see how it works in other people's..." And you start freaking out. You're like, "This is so amazing." Right? And you got value. You're like, "I paid 10 bucks and look at the value I got from this thing. This is insane, right?" And then what happens? You naturally want more. You start looking. "What's the next thing? What else does Russell have?" Start looking around, and all of a sudden you're like, "Oh my gosh, Russell is doing this 2 Comma Club Live virtual event coming up in two weeks. I want to be part of that. What is that?" Okay. So you go, you sign up for the event, and I try to provide value first. So the way that 2 Comma Club Live works is you put in your credit card and you go through the entire three-day experience for free. Then, afterwards, you decide if it's worth it, right? So there's no me trying to scam anybody out of money. It's like, look, come show up. I'm going to serve you like crazy, and at the end of it decide if it was worth it. If it is, then you can pay for. If not, then don't. Right? So they come through, do 2 Comma Club Live Event, and they go through this experience for three days and they're learning, they're growing, and they're getting all this stuff. They're like, "This is amazing. I'm getting so much value from this. What else does he have?" Right? And then you look at Funnel Hacking Live, our big live event, or maybe it's our 2 Comma Club Coaching. Or if you're inside of 2 Comma Club Coaching, after you've gone through that process, you're like, "What's next? I want the next thing." So, after you've gone through our 2 Comma Club Coaching program, it's a $25,000 program, our next tier up is my inner circle, right? And then after my inner circle, there's new program coming out called Category Kings. And so this is my value ladder, right? It all starts with me coming out there and putting out as much value as possible and, if you like it, you're going to naturally want more. Okay? So that's kind of the concept of value ladder. Again, I don't want to go too much deeper than that because you can read about in the DotCom Secrets book, and I've talked about a lot of other places. That's the core concept I wanted to put out there. Right? And so, the reason why these ads are changing, right? Ad costs are going up and everyone's freaking out. That's why this is so important because what will typically happen is most business owners... And I see this so much, even inside our funnel hacker community, unfortunately, is they create a product and have this product and it works really well and they start selling that product. Right now, because the game has been easy for the last four or five years, they spend $50 in ads. They make a $100. They're like, "Oh, this game works." Right? But now with all these different changes, and the algorithm shifting, and the fight between Apple and Google and Facebook and things, now these costs are going up. Well, now you're spending a $100 to make $100. And then, it's eventually going to be $200 to make a $100, right? And all of the amateurs are starting to fall away, okay? I remember my very first marketing seminar I ever went to, I heard Mike Lemon said... He said, "Amateurs focus on the front end." Said, "Amateurs focus on the front end." And I didn't know what that meant until I started getting into business and I started saying, "Oh my gosh, my first two or three tiers on my value ladder, all that money is going back into just paying for customers. It's not until tier three, four, five, I start actually making money." And the deeper you can go into your value ladder without making any money, the more successful you're going to be, right? Because whoever can spend the most money to acquire a customer wins, according to Dan Kennedy, who is my mentor, and I trust everything my mentors say to me, so it's very, very true. Okay. So I want to kind of start with that. Now, the next thing I want to talk is... Again, most of you guys at this point have some kind of value ladder, but the thing, and this is where I talked about the real secret behind the value ladder, the thing I really want to share with you guys today, and this is the nugget that hopefully you get and you're like, "Oh my gosh, I got value." And then we'll open up to take some Q and A's and stuff. So the big secret is each tier of the value ladder, the thing that you sell at that tier has got two goals. Number one is to provide value, right? It's to scratch the itch they have, right? So you give them this thing that's like, "Oh my gosh, I got value. That was amazing. I scratched my itch." But usually when you solve one problem for somebody, it opens up a new problem. Right? So, for example, when I give you a book on how to grow your company funnels, you like, "I read this book. I got value." And then, all the sudden, you're like, "Oh my gosh, I need a funnel." And then, hey, lo and behold, guess what I sell? I have this funnel software that I sell called ClickFunnels. You should use it, right? And so it opens up the next thing. Each tier on the value ladder should provide value, help somebody at that tier, and then, and then by giving them that value, it should open up the next step, right? Because after you have a funnel, what do you need? Well, for me, you buy my first book. It's like, "Here's how to build a funnel." And then second book like, "Hey, here's how to do the messaging for your funnel." Third book's how to get traffic to your funnel. It moves somebody up and down. So the first time I got this... Some of you guys know Chet Holmes. Chet Holmes passed away a few years ago. He wrote The Ultimate Sales Machine, which is still, to this day, one of my top 10 favorite business books. Chet actually became a friend of mine. I spent a lot of time with him in business and traveling, and just had a lot of respect for him. As I was working with him, he wanted us to help him with one part of their business. And so, because that, he opened up his books and showed me his entire business model, which was really, really cool. So he showed me this entire business model, and I want to walk you guys through how it works. Because when he showed this to me, this is one of the first time I got it. That each step of my value ladder is selling the next thing. So the way Chet's business model works is he runs radio ads, right? So he's running radio ads. In the radio ad, it would say, basically, "Call this number to get nine free reports," or something like that. So they'd run the radio ads. It would call the number. Someone would answer the phone, say, "Hey, what email address do you want to email your nine free reports to?" You give them an email address, cool. And said, "Hey, why have you on the line, Chet normally..." He used to do these seminars that were three hours long. He would fly around the country and people would pay, I can't remember, $800 to come to these three hour long seminars to help them to grow their company. And because you're at home, we're doing virtual seminars, and how would you like to come to these virtual seminars? And he said, the seminar for you guys, for virtual one, was $300, but the cool thing is you don't have to pay for it up front. You can come to the seminar, attend the entire thing, then after it's over, if you liked it, then you pay the $300. Right? And so that's how Chet's value ladder began. Okay? And so that's kind of where I got to dive in. So I started going on these seminars. I wanted to understand what he was doing. And I'd watch this three hour long web seminar that they would run, and they would teach people and coach them show them all this amazing stuff. It was awesome. The three-hour training was worth the $300 bucks. And so, when the three hour training was done, at the end of it, he said, "Hey, really quick, I want to find out from all you guys. The last three hours, was it worth it? If it was, tell me, and if so, we'll bill you the agreed upon $297, like we agreed upon. But if not, let me know and we won't bill your credit card. Totally cool. No harm, no foul." And he'd go person by person. These web classes would have like 10 people on a time. So he'd be like, "Joe, how was it for you? Was it good?" And then Joe would be like, "Yeah, it was awesome." Then he'd be like, "Cool. Sam, Julie, Mike..." And he'd go through everyone and get everybody to say yes, and they'd bill their credit cards. And he said, "Okay, now that the seminar is over. It's officially over. Got all the value. Really quick. The biggest question people ask us after they go through this experience is, I want more. What's the next step? What's the next tier?" And he said, "Do you care if I spend a couple minutes talking about our six week long mentoring program where we can take these principles and help you instill them inside your business?" And of course, everyone's like, "Oh, sure, definitely." And he walked and transitioned to the six week program and he explained it all. And then, from there, he would try to close every single person on the call on the six week program. Right? And so then that was the next step in the theater. And then you went through six week program. At the end of the six week program, they give them two bonus calls, right? And the two bonus calls are with the coach, trying to figure where they're at and where they're trying to get. And then, from there, the coach upsold them to the next program, to the higher ticket program. And so, each tier in the value ladder provided value, provided the thing they promised. And the end of it, there was a mechanism, there was a tool, there was a process in place that then took that person and ascended them to the next tier inside the value ladder. Okay? That was the key. And as I started watching, I was like, "Oh my gosh, this is amazing." And what Chet did in his business, it was really fascinating. This is kind of off topic, but just an idea to put in your guys' head. Every single person in Chet's organization, his entire company, everybody was paid a percentage of the sale. So what would happen is that the person buying the radio ads, he or she would get a percentage of the money that came from the webinar one, and then from the six week program, and all the way through the entire line, so they all were incentivized. The person in sales on the webinar got incentivized on everything that happened after that person touched them, and so on and so forth. The way he structured it... I remember him sitting there. He said, "Russell, this is the secret to business. Don't have tons of overhead. It'll drown you." He said, "You got to set up your structure so that everybody's paid based on a percentage of commission." He's like, "That way, when you have big months, everyone gets big checks and small months, everyone get small checks, but we all do it together. That way you're not stuck with the overhead and things." Unfortunately, I didn't use that in ClickFunnels. I wish I would have. If I get all 400 employees that work here to... I'm just joking, but it was really just a cool thing. So this was the secret to value ladder that Chet taught me, is that each tier in the value ladder, part of the product, part of the thing that they're buying, actually ascends them to the next tier. Okay? There's a good way and a bad way to do this, too. I've seen this in the past, when I've bought somebody's book, where I'm like, I see the book, the ad's awesome. I buy the book and I read it, and the entire book is a sales letter for their next thing. I hate that. That drives me crazy. But if you look at my process, I want to blow people's minds. So if you go through it and you read the DotCom Secrets book, you'll notice that the entire book, like whatever 297 pages, is just pure strategy, tactics, like nothing. And at the end of it, there's a little chapter on, "Hey, if you need a tool to help this, it's called ClickFunnels." And we push them to ClickFunnels, right? And then there's a sequence after they buy the book. There's a whole marketing sequence that gets somebody from there to the next tier in our value ladder. Right? Then if someone comes to 2 Comma Club Live event, right? It's a virtual event. It's three days long. They go through the process. And inside of that event, that is the mechanism where we sell our 2 Comma Club X Coaching program, right? And so they go to that and they join 2 Comma Club X, okay? And in the past, I had an inner circle and my Category Kings, which has been closed for about two years now, but I'm going to sprinkle some hints here. I'm actually reopening those here this year, which is exciting. And so what's cool about it is then people inside 2 Comma Club X, they can then naturally ascend up the next year. And then people inside of the inner circle then can naturally ascend up our Category Kings. And so there's a process in place, but everything is designed and structured around knowing that I've got to give them the value I promise them, but then, at the end of it, there's some mechanism that moves them to the next tier, that moves them up the value ladder. Okay? That's the power. That's the real secret behind the values. Not just having a value ladder of, oh, there's a product here, product here, product here. It's structuring your product so that the product does the selling to move somebody to the next tier. Okay? If you guys come to Funnel Hacking Live, you will notice something. Most of our speakers, not all of them, but most of them are people who are in my inner circle. They are in our 2 Comma Club X Coaching program, things like that. And so, as we introduce them, we're like, "Hey, here's 2 Comma Club X Coaching member, so-and-so." And so they see this and people see over and over and over again, that the people who are on stage are the people in the next program higher, and it gives people incentive to want to go and ascend up and move up the value ladder. Does that make sense? So these are just some of the things, but that's the real secret in value ladder is structuring your products in a way that, number one, gives so much value that they want to ascend up, and number two, there should be mechanisms built inside of each tier that actually physically move them to the next tier. Okay? You get Chet Holmes on his free web class at the beginning. At the end of it, pushed them into six week program. In the six week program, he had two bonuses coaching calls. Those coaching calls were then there to send them to the next tier and so on and so forth. And so, that's kind of the process of what a value ladder is. But, again, this is the piece I wanted you guys to get. The real secret is understanding that. Creating tons of value and building the mechanism to actually get somebody to ascend to the next tier. Learn more about your ad choices. Visit megaphone.fm/adchoices

We spent the weekend serving with Matt and Caleb Maddix. Here are a few quick things we learned that have forever changed my life. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- What's up everybody, this is Russell Brunson. Welcome back to The Marketing Secrets podcast. I hope you guys are doing awesome today. I just got back from Arizona, back from a wrestling practice, driving into the office. So many fun things I want to talk about. So with that said, let's cue the theme song. We come back, we're going to talk about friend groups, changing your identity, and whole bunch of other really cool things. All right, so this last week has been amazing. Some of guys know I'm training for a wrestling tournament. I actually leave in two days from when I'm recording this to fly out to Florida. It's a three-day tournament day. Day number one is beach wrestling, which, come on now, that sounds insane. I've never done it before. Apparently, they draw a big circle in the sand, and you beat each other up. I'm so excited. So that's number one. Day two, just freestyle, and day three is Greco. Three different styles, and I'm excited. I last time I wrestled was actually about two years ago, before COVID, and it was a tournament I went to, and it was the first time I actually competed at that point in 15 years. Hadn't competed since I was wrestling in college. And I went to that tournament, was planning on getting into shape, went to one practice, tore my neck out, and then just showed up to the tournament, and did all right. I had fun. And this time around, I was like, "Okay, let's try to prepare a little more." So I'm lighter, about 10 pounds, maybe 15 pounds lighter than I used to be, but I'm still in the same weight class, which is going to be frustrating because the next weight class is another like 12-14 pounds down, and I was like, "I'm not willing to do that." So wrestling guys will be bigger than me this time, but I'm in better shape this time. I had about a month worth of ... well, probably eight practices, but over three or four weeks, and anyway, so excited. My body's sore, it's bruised, my ears are swollen, but I'm pumped. So anyway, I got to go to wrestling practice, I'm heading in right now, but anyway, last week, we had a chance to fly out to Arizona and do a couple of things. Number one is I spoke at Dean and Tony's Own Your Future Challenge, which is really fun. And then, after that, I brought my two kids out to kind of ... Two of my kids, I've got five kids. I brought my twin boys out there, and partially because I wanted them to see me working, right? Like I want them to see like, "This is what your dad does for a living. Look how cool this is. I have a chance to speak in front of half a million people virtually, right?" So I'm going to show him that. And then, afterwards, I wanted to help them to, I don't know, just realize how good they have it. So we went out with Matt and Caleb Maddix, and we went out to the streets of Arizona, and we found a place where the homeless people live, and we had a chance to go out there and to feed them. And I'd never done some of that before, it was really cool. We literally drove to Little Caesars and bought a whole bunch of pizzas, to the grocery store, bought popsicles and drinks, and drove out there and parked and just handed out food to people. And we did two days in a row, and it was this really, really cool experience with my kids and everything. It was awesome. But what I want to talk about in this podcast, because I have of stuff coming like, the last day we recorded a three hour podcast with a whole bunch of young entrepreneurs. I think that'll be an episode here soon and a bunch of other ... A lot of cool stuff. But what I want to talk about was just the power of who you're around. And it's interesting, I'm writing my fourth book, as you guys know, and I've been trying to focus on like, "How do we create identity shifts? How do we become who we need to be to be able to reach the goals and things we have," right? And there's a lot of things, a lot of different levers you can pull to be able to come who you need to be. And so, there's identities, there's beliefs, there's rules, there's all these different things, and one of the people that I know who is really big in that kind of stuff is Tom Bilyeu. I actually texted him and asked him some questions about his beliefs on it, and then he messaged me back, and we ended up jumping on a call and talked about 45 minutes. Maybe I'll make call up podcast episode too. I don't know. I want to keep giving us all this cool stuff for hanging out with me. Anyway, it was interesting because, in there, we talked about how do you change someone's identity and beliefs and their rules and their values and things like that. He said, "One of the most powerful things you can do is you take people out of their existing environment. You put them in a peer group of people they respect, and eventually they will become like those people." And he told me that in this interview, that's how he started. He said, before, he was spending 10 hours a day playing video games, all sorts of stuff, and he got this new peer group of people who were having success, who were doing all these things, and he said, "I spent enough time around them, and I eventually wanted their respect, and so I wanted to become like them." And now, he's Tom Bilyeu, who's crazy. Anyway, he's awesome. But he said, "If I was training your kids," he's like, "I would take them. I would go to a desert island, and instead, if I want them to become an ax murderer, I put them with a whole bunch of ax murderers, and, eventually, they would become like that person. If I wanted them to be an athlete, no matter which athletes, eventually they'll become like that person." And he's talked about like how the peer group and the people you're around, how much that affects identity and beliefs and your rules, your values, and all those kinds of things, so it's interesting. So anyway, going into this trip to Arizona ... I don't know if you guys are teenager parents, but it's hard to be teenager parent. I love it, but man, it's hard. It's hard to motivate your kids to want to do things and get them excited. I try to figure out different ways to do it all the time, and it's hard as a parent because I don't know. It's funny, like no matter how cool other people think you are, your kids just think you're Dad, right? In fact, I had two or three times last trip people were like, "Yeah, you're so lucky that your dad's Russell." And the kids are like, "Why? He's just this annoying dad that talks about marketing and stuff," you know? But anyway, so it's hard as a parent to like, really ... I don't know. Like I do my best, but it's harder to get them to want to do the things that you want them to do and hope that for them to do, right? And so, it was cool because we went out to do this thing, we went out with Matt and Caleb. And Caleb was like the epitome of who my kids would want to be, right? He's successful, he speaks on stages, he's got YouTube channels, he's a podcaster, he's fun, he's happy, he's friends with all these successful people. And it was really cool because I brought my kids out there, and Caleb came and picked them up, and they jumped the car together. It's funny because I had spent two days with my kids trying to get them to talk. I asked them questions, they just kind of sit there. "I don't know. I don't know." Like, did they forget how to talk? Do teenagers don't know how to talk? And suddenly it was Caleb, this person who is similar to their age, someone in their peer group, someone who they aspire to be like, and they look up to, within two minutes, Caleb had them talking and sharing their dreams and their visions. And I'm sitting there in the car, I'm the front seat, they're in the back seat. And in like five minutes I have been spending time with Caleb, I know more about my kids at this point that I've known my entire 15 years of their existence. I'm like, "How in the world?" Like, "Why don't you guys talk to me like that? Why don't you tell me these things?" And it was so cool because the first thing Caleb did is ask them like, "Where do you want to be in 10 years from now?" And it's funny because my kids' default answer was "I don't know." And so, he asked them again, like, "Where do you want to be in 10 years from now? And 'I don't know' is not an acceptable answer." And it was crazy, within two or three minutes, each of my kids gave him where do they want to be in 10 years, and I was like, "Oh my gosh, that was so cool." And then, immediately, Caleb was not like, "Okay, well good luck." He was like, "Okay, for you to do that, first thing you need is need a mentor." And he looked at Dallin. He was like, "Dallin, what you're trying to do is what I do right now, so I'm going to become your mentor. I'm going to be your coach. I'm going to, blah, blah, blah." He's like, "Bowen, I got a friend who does exactly what you're trying to do, so he's become your mentor." And Caleb called the guy. He's like, "Hey, my friend here, he wants to be a hypnotist, and you're a hypnotist, and so can you come meet him? And can you become his mentor?" And the guy was like, "Sure." Within an hour, he comes out, and all of a sudden he's teaching my son had him ask people, and also my son's like, "This is the coolest thing ever!" And then, Caleb's helping Dallin talk about speaking and motivation and all these things. I'm sitting here, I was like, "This is insane." For two days, I watched my kids light up. They're on fire, they're excited, they're talking about their dreams, their passions, and it was funny because something Dallin said. He's like, "You know, all those people I hang out," this is not telling me, but I hear him talking to Caleb, "Most of my friends, they don't have many motivations or goals or dreams, they just kind of sit around and play video games all day," and I'm sitting there, I'm like, "Literally, Dallin, that was you three minutes ago." But he's seeing that because he already is not associating himself with an older peer group. He's associate himself with this peer group of people he's around now. Within a day of being around these people he loves and respects, looks up to. And anyway, it was so cool. It was so powerful. And there's so many lessons from this, but the one that I wanted to kind of think about is either for yourself or if you've got kids. It's like, "Who are they hanging out? Who are you hanging around with?" Right? I'm sure you've heard it said before that your income will be the average of your five closest friends. And I definitely believe that's true. You'll be as successful as your five closest friends, you'll be as good of an athlete as your five closest friends. Whoever you're around is who you're going to level up to be like, right? It's like Tom Bilyeu said, "If you want to be an ax murderer, or go to an island with a bunch of ax murderers, eventually you'll become like them," right? Or if you want to be an athlete, or you want to be a biohacker or a tech person or a programmer, it's all about who you surround yourself with. And so for you, like that's the first thing I do is to make an introspective ... Is that the word? Like, look at yourself and be like, "Where do I want to go?" And like, "Are the people that I'm around, are they there right now? Or are they trying to get me there? Or are they holding me back?" You got to be completely honest with yourself. That's the first thing. And if it's not where you want to be, it's like, "Okay, it's time to find a new friend group." Try to find people to be around that are going to pull you up. Doesn't mean have to get rid of your existing friends. You can still be friends them. That's awesome. But the key is like, if you really want to reach something and get there, you got to be around the people who think the way that you want to think, right? That's a big part of it. And secondly, if you're looking at it from your kid's standpoint, man, I mean, my big "aha" this weekend is just like, no matter how hard I try as a parent, the most valuable thing I can do is probably not me trying to teach them or coach them. I mean, obviously, I got to set a good example and do the things that I believe are right. But I think bigger, so I was like, "Who are the people that they're going to look up to? Who are they going to be around?" Because by default, our friends pick their friends, and sometimes they pick friends that are probably not the right friends for them, right? But if you can help facilitate and find the right friends, how cool is that? And the one thing that was really cool, I saw Matt Maddix, that's Caleb's dad, who kind of facilitated this whole thing. And it was really cool because he was there with Caleb and Caleb's friends, the one thing he told me in passing, he said, "I want to be able to mentor my son, so a part of that is I have to get to know my son's friends." He's like, "I try to be a mentor to my son's friends because I want to make sure that they're good people too." And so, all Caleb's friends we were hanging out with, they all love Matt, and Matt was coaching them and helping them and ... It was just so cool to see that. I'm like, "Oh, I got to be better at that. I need to become friends with my kids' friends. I got to be mentors them. I got to coach them. I got to help them because they're probably more likely to listen to me than their own parents, right?" Because I don't know why, but that's just how people work. And number two, it's like if I want to help guide the ship for my kids, helping guide their peer group is a big piece of it as well. So anyway, I got so many good lessons from this weekend. I wish you could see the way that Matt and Caleb and this friend group do, Matt's trained all of them. He's like, "If you're with somebody, if you're in a room with somebody, great. You need to ask them questions." And so, people are asking me questions about everyday, question after question after question. Went to sushi dinner, and it was like 500 questions in an hour from all the friends and all the people. But not only was it with me, it's like when went to the homeless people, and I remember there was a lady who was in a wheelchair, and first thing Matt does, he says, "This is my son right here. What advice would you give him?" And then, you ask questions like, "Man, you're out here living on the streets. It's got to be hard, but how do you keep your positive?" And I watched him drill this person, asking five, six, seven, eight, nine questions to this person who ... I wouldn't have thought to ask that person questions. It was so cool to watch them do it, and then watch that person light up and give feedback and inspiration. And I'm watching these amazing people out there who are teaching my kids about God and about Jesus and about hope and about faith and about the problems that got them there, and their dreams about how they want to get out of it. And it was just such a magical experience. And I watched Caleb and Matt and all the friend group there as they went to every single person they met. Like with the waiter or waitress in every restaurant we went to, he was like, "Hey, this is my son here. What advice would you give them?" or like ... Oh, it was so cool to see. I wish I could have captured it all and put it in a bottle for you guys. But anyway, those are some of the lessons. Those were some of the things I saw that were just powerful, that were really, really cool. So anyway, like I said, I'm probably going to go deeper and do some longer form podcasts, kind of going more on some of these principles and stuff, but these are the gifts I want to give you just a top of my head right now, while I'm still thinking about it, that had such a big impact on me, on my kids. So today, as I meet people, my goal is to ask more questions. There's so many cool things you can learn from everybody, especially the servers, the people around you, people that work for you, people you meet on the street, people you meet at a grocery store. I mean, they're asking the clerk checking us out. He was asking questions to the clerk. "How was your day today? What's going on? This is my son. What's the best piece of advice you could possibly give him?" Like to everybody, and I was like, "God, this is so cool." And I start watching again, Matt starts to sing, then I watched Caleb do it, and I watched Caleb's friends do it. I'm looking at this group of kids, and I'm like, "Man, these guys are progressing so fast because they're getting everybody's best tips from the millionaires they meet to the people who are living on the streets and a million people in between." And it's just like, man, how much of a shortcut to success is that than trying to go and learn these lessons on your own? Asking questions. So anyway, it was amazing. I want to thank Matt and Caleb for hosting me and the kids. It was such a great experience. With that said, I'm going to get some work done because I got to go fly out and wrestle here in a day and a half and got a lot to do before then. So with that said, I appreciate you guys. Thanks For listening, and I'll talk to you guys all again soon. Bye everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

The strategic thinking between the $2 million earner and the $40 million earner. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Hey, what's up everybody? This is Russell Brunson. Welcome to Marketing Secrets Podcast. It's a Saturday. I just got done working out. While I was working out, I was thinking about something that's crazy. I have two friends that have a very similar product. One of them is very proud because I think they made $2 million from this product, which is amazing. Two Comma Club winner, yes, let's do it. The other friend did $40 million this year, and right now we are trying to acquire his company. And what is the difference? That's what I want to talk about here on today's episode. All right, so I set this up in the intro, but it's crazy. Two people have the exact same product. One, $2 million in sales, which is very amazing. One did $40 million in sales. So what is the difference? Both the products are the same. I'm not going to give you guys too much detail because, come on, you're my funnel hackers. You could go and try to find him and search him out. Look at the funnel, look at all the things. So I don't want to give you the answer, but I do want to give you the question that's hopefully going to get the wheels in your head spinning. What's the difference sometimes between a product that is $2 million and a product that's $4 million? Both are good, but if you're going to be doing the work anyway, you might as well have the one that does $40 million. Did I say four? I meant 40, $40 million. And so it's interesting because if you saw both the pages, both the funnels, both things, you'd be like, "Oh yeah, it's the same product. They're probably doing similar things." In fact, my friend, whose product did $2 million, has been doing this game longer than I have. He understands the business and he understands everything. It's not like he's a rookie mistake. It was just a little different strategy. That's it. The strategy he executed the product on was different. And what's crazy is that the $2 million friend does not know that my $40 million friend is thinking $40 million for the same product. They probably think that they're on par, they're doing similar. But it's crazy, and all it was, was a different strategy. And so that's why, if you think about it, I spend so much time trying to get you guys thinking differently. Not so much, here's the answer, because then it's like, here's the tactic. Go copy it. And I could do that. I could show you guys the funnel that did $40 million. And it's cool and you'd say, "Here's the tactics." Then you'd be like, "Oh, I don't know how to make that work for myself." I remember at one time, this is pre-ClickFunnels, I had a chance to interview my first mentor. His name is Mark Joyner. And in the interview, I was asking some questions and I asked him, I was like, "What advice would you give someone like me?" And this is, again, before ClickFunnels. He said, "The biggest thing is right now, you are very good at the tactics. You're very good at, here's the thing, I'm going to do the thing, and you kind of do it." He said, "What you're not as good at yet is you're not as good at understanding the overarching strategy." And he's like, "The difference between where you are now and where you want to be is you have to become more strategic of a thinker," however he said that. I think he used a big word that I can't remember, but conceptually I understand it. And at first, for a long time, I didn't understand. What does he mean by that? I don't get it. I'm confused. But if I look at these two businesses I'm talking about right now, one of them is very tactical. Boom, did the thing, great video, great sales copy, upsell, downsell, the whole flow is in place. The other person, same things, but his strategy was a little bit different. The way he sold this product was different. And it wasn't a big shift. It wasn't a big change. It was just thinking strategically differently. And so that's what I want to help you guys with today. I talk obviously inside of our community about funnel hacking and looking at things and modeling. But sometimes it's more than that. Sometimes it's more than just looking at someone who's doing it and modeling the process. It's looking at what a lot of people are doing, a lot of people in different industries. One of the mentors I learned from initially a lot is a guy named Jay Abraham. Some of you have heard of Jay. And what he was really, really good at was he was really good at not just looking at his industry and saying, "I'm selling insurance. How are other people selling insurance doing it?" He'd say, "I'm selling insurance. How are people who are building houses doing this? How are people who are dentists doing this?" And he would look at different industries. I remember when I was first learning from him about the same time that Mark Joyner asked me my tactic versus strategy question. I was listening to a lot of Jay Abraham's stuff at the time and I noticed that he'd be like, "Hey, I had a client that was in this industry over here and I didn't know how to help him, but I saw a guy in this other industry doing this, and so I brought that over and modeled it and boom, we blew up the company." And I think, for me, a lot of that started happening. In fact, it's one of the reasons why I feel like I'm a good coach nowadays, because so many people in my market in how to start an online business market, they're really good at starting businesses in the how to make money on the internet market, so that's what they teach. Whereas my passion and my focus for the last decade has been, how do all businesses use this stuff? I respect every business is different. There's tweaks and there's changes, but I look at so many of them. Because of that, because I have a chance to look at businesses all over the place, a lot of times they're applying planning strategies and I'm just like, "Here's what everyone's doing. Here's what's working." It's like, okay, nobody's seeing this, but in this market over here, somebody is doing that thing. Here's the tweak, here's the change, here's the idea. So my friend who has the $40 million business versus my friend with the $2 million business, it was just a strategy change. It was just my friend doing $2 million was doing what everybody else was doing and my friend doing 40 million just saw a different way. He's like, "Hey, everyone else is pricing this way. Everyone else is structuring their funnel this way. What if I made this little tiny tweak? What if I made this little shift?" And it's just a positioning shift. Literally, it's just shifting the positioning in the pricing strategy just a little bit. And from the same amount of effort now, one of them, $2 million, one of them, $40 million. And so I want you to thinking about that, looking, keeping your eyes open. This is the time to start developing your thinking muscles as you're looking at other people are doing. How are people selling things online? How are they selling them offline? What TV ads? What are you seeing when you're listening to Spotify? What do the ads say? What do the landing pages look like? Just keeping your eyes open for a bunch of stuff, even if it's not something that's in your market, because that's what a lot of times these big strategic ahas are going to come from. My friend doing 40 million didn't get that from the market he's selling his product in, because nobody's doing it. I don't know exactly where he got it from or if it just came up off the top of his head, if he saw somebody else doing it, but it was just a tiny, little strategic decision that now you look at 12 months of effort, both of them buying Facebook ads, both from driving traffic, both moving JVs, both moving all this stuff. One equals two, one equals 40. So anyway, again, my goal with this is not to give you the answer and give you the tactic, but to open your mind up to more strategic thinking, looking different, looking bigger, looking at other places, looking around, looking at what other people are doing, not just in the industry. Inside of that is where you start finding some of the big ahas, the big change makers, the big things that shift these things from $2 million to 40 million. So it's pretty cool. Anyway, if and when we purchase this company, I'm sure at that point would share with you guys some of the stuff on how it works and stuff like that. I'm just not at liberty, obviously, to share that because I'm under NDAs and everything. But it's just fascinating. It's really, really cool how a little shift like that can change things. So with that said, my job and my goal right now is thinking the same thing. With ClickFunnels, we're at this big transition point. Something crazy is happening with Funnel Hacking Live. I can't tell you about yet. I was going to say, you guys are going to die when you see it. And so, because of that, I have this window to make some strategic changes and differentiate in pricing and a whole bunch of things like that. So right now I'm spending a lot of time thinking about that, because I could just shift into doing what we're doing, which has worked and it's worked at a high level. But, is there something different? Is there something better? What are other people doing? We literally went and had everybody we could find search for different SaaS platforms and companies in every industry you can dream up. We end up with a Trello board with, I don't know, 200 or 300 different SaaS products. SaaS stands for software as a service, which is what ClickFunnels is. And so we've gone through and seen all those, and now we're signing up. We're looking at the prices, looking at thousands and thousands and thousands of these things. I had a chance to go see Tony Robbins about a month ago, and I was asking him, "Hey, if you were me and you're at this level and at this level, what would you do?" And he said, "Two things." He's like, "Proximity is power. Get around people who have already done what you're trying to do." And that was the first thing. And then number two was modeling. So I've modeled people that have done what I've done, but who are the people that are bigger? So, for me, I'm looking at Salesforce, I'm looking at Shopify. I'm looking at, who are these companies that are worth billions of dollars, tens of billions of dollars, hundreds of billions of dollars, in some cases? With Shopify now, it's crazy. What are they doing differently? What am I missing? What are the pieces that I didn't understand that they understand? I think about Shopify, their shopping cart platforms, they're great. I love them. But they're not worth, in my mind, 144 times or whatever worth more than we are. But they are right. And why? Because strategically, these are the things I'm wondering. How do I get proximity to him and people who've worked with him or people that understand? If I want to get that level, I've got to think like the people at that level. And so, how do I expand my thought process? How do I get myself thinking differently? And it's getting around people who think that way. I think a lot of you guys, and this is true for me as well, when I got in this business, I thought differently, and I started getting around these people who had these big visions, I was like, "Oh my gosh." And by being around them, having proximity around them, my vision started getting bigger. I started thinking bigger. I think some of you guys hopefully have felt that when he came into my world and maybe you were just trying to make a quick extra buck on the internet, and all of a sudden you get in this thing and all of a sudden you're like, "Oh my gosh, I could win Two Comma Club. I could change the world. I could start a movement. I can help people." And hopefully I've expanded your vision and proximities around that. That's why you guys need to be at Funnel Hacking Live. That's why you've got to plug in things we're doing. Because I feel like a lot of people in our community, I’m a few steps ahead, because I've been doing this for two decades now. And so my job is to keep pressing forward. I was talking yesterday to our Two Comma Club X students and I was talking about how I'm planning on reopening my inner circle but I'm also starting a new Mastermind group called Category Kings, which is for people who are between 10 and 100 million. And I said, as soon as I get to a billion dollars, I'm going to be opening another one that's helping people who are at the $100 million level get to the billion, but I'm not there yet. I haven't made $1 billion yet. I'm more than halfway there. So I'm working hard. But as soon as I get that, as soon as I cross the $1 billion mark, then I can have something where I'm going to be like, "Hey, for those of you guys who are at $100 million, let me show you the next tier. Let me show you what we did to get to the $1 billion." And so I'm trying to stay a couple of steps ahead and then taking people and pulling them up to the next level. And so, for me, I'm looking ahead like, who's already got to $1 billion? What did they do differently? What are the changes? What are the tweaks? What is the mindset? How do I strategically think differently? Because, for them, it's easy. Right now it's funny, because for some of you guys, the thought of winning Two Comma Club awards is this huge thing. Whereas right now, any idea that I had, if I was to execute on it, if it hit Two Comma Club within the first 30 days, I would think I failed. But it's just because I know the process, I know the path. It's not confusing or hard or difficult. It's like, "Oh, here's what you do. Boom, boom, boom, a million bucks." And so it's really a simple process at this point. And that's my job, is to try to, first off, inspire you guys, help you understand that, teach you, train you, give you tools and things. But it took me two decades to master all the principles so I can do that really easily. But now it's easy. So everyone wants to get to Two Comma Club in their business. I can help you because I've gone that path. And so, for me, I want to get around the thinkers who have hit $1 billion. That's simple. I was talking to someone who's friends with this dude who has sold seven or eight companies for $1 billion so far. Seven or eight times, this dude, it's like winning Two Comma Club awards as they go. Another Three Comma Club, another Three Comma Club. That dude thinks differently than me. I don't know what he's thinking about, but I want to figure that out. I've got to get around him. I've got to think differently. I've got to be strategic. And so, anyway, these are some of the things I'm working on and hopefully it helps you as well. So find the people that are the tier above you, where you want to go. Get around them. Surround yourself with them. Learn to think like them. I think a lot of times we all have this problem where we think our job is to try to get the people around us to think like us. It's like, no, no, no, no, no, my friends. That is not the goal. My job is not to get the people around me to think like me. My role is to find people I aspire to be like and to learn how to think like them. That's the difference. It's similar, this is not to get religious, but I think it's funny, for me, my beliefs are there's an all-knowing God. So there's a God. He's all-knowing, all-powerful, and what people try to do is they try to bend the will of God. Well, God should believe this, and we should believe this, and tries to shift our thinking. They want God's thinking to match what we believe, it's like, no, no, no, no, no. That's not how it works, you guys. The goal is not to try to shift God's thinking to match ours. The goal is to figure out what does God think and then we think like him. And I think that sometimes our ego or pride or whatever tries to shift to the other way around. And so it's true in that sense, but it's so true also in this business sense where it's like, find the people who are already what you want to do, you aspire to be like, and find out what they think and think like them. Don't try to bend their will to yours. Because if you go to me and you're broke and you're like, "I'm going to teach Russell how to get Two Comma Club. This is the way it should be." I'm like, "No, you're dumb." You can get smart. That's the cool thing about it. You can learn these things, but you're wrong right now. Because I've done this a million times and it's not that hard. Let me just show you how to it is." And so I think it's humbling ourselves. It's getting ego out of the way. Finding people a level up above us. Strategically syncing with them and then learning like they learn, believe what they believe. Think what they think. And that's the goal. So anyway, there you go. I hope that helps you guys. I love this game. I love this business. It's so much fun. So much development, so much growth, so much learning, but only if you're willing to change. So be open to it. It's worth it. As smart as you are and I am and we all are, there's always somebody who knows more than us and it's cool and exciting to be open to that and to go search for it and learn from them and try to get to the next level. So with that said, have an amazing weekend, you guys. Wherever you are in the world, I appreciate you. I see you. I know you're working hard. You're trying to create your dreams. You're trying to create your dream lifestyle. You're trying to help other people. I see you. I respect you. Grateful for you guys doing that. And if you don’t have your tickets yet for Funnel Hacking Live, what are you waiting for? The party is starting. I think we're at $2 million, $3 million. I don't know. It's an expensive event to put on. So I'm putting out on huge party for you guys. I'm spending millions of dollars to entertain and educate you. You should just be there. Don't miss it. Go to funnelhackinglive.com and get your tickets now. With that said, I appreciate you all and I'll talk to you all again soon. Bye, everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

A late night conversation with my dad about how entrepreneurs can protect their personal assets. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com Also, don’t forget to check out bookease.com Learn more about your ad choices. Visit megaphone.fm/adchoices

Want to be a fly on the wall as I talk to Tony today!? Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com And don’t forget to check out takethechallenge.com ---Transcript--- Russell Brunson: Hey, what's up, everybody? This is Russell Brunson. Welcome back to The Marketing Secrets Podcast. Oh, do I have a treat for you today. This week I had a chance to interview Tony Robbins, because a couple of reasons, number one, we are doing the Own Your Future Challenge that's coming up. Depending when you're listening to this, it's probably happening right now. And you can actually go sign up for that for free at takethechallenge.com. In fact, I would recommend pausing this, go sign up just so you've got it. But takethechallenge.com, a challenge about how to own your future and how to do a bunch of really cool things. And so, because the challenge is happening, and Tony and Dean are doing this with a whole bunch of other amazing people, I had a really rare opportunity to interview Tony. They said, "Hey, do you want to interview Tony for your podcast and your YouTube channel, all these things?" And of course, my answer was, "Yes." But I told him, I was like, "I don't really want to do an interview like everybody else is doing an interview. I want to do the interview based on things that I'm actually working on right now." So right now, as some of you know, I'm writing a book. My first personal development book ever. That's all I'm telling you. But a lot of what is in there, things I learned from Tony, and just principles and things I've learned from him a decade and a half ago that shifted my future and changed my destiny. And so, I said, "I want to ask you some questions that are a little different than everybody else." And he said, "Sure." I had a chance to ask him a whole bunch of really cool questions. I had a chance to ask him the difference between the science of achievement and the art of fulfillment. How can people go achieve everything, but be miserable? How can people have nothing, but they're happy? How do these things work together? These are ying and the yang, how do they work together? And I was able to ask him directly. So I asked him about the six human needs, which is one of my favorite topics of all time I think and had the biggest impact on me from Tony, and then how he gets from growth to contribution. And, oh... Anyway, it was amazing. It was so much fun. So, you guys are lucky because you're going to have a chance to listen to it right now. So, what I'm going to do is I'm going to give you the link in, go to takethechallenge.com, go sign up for the free challenge that way you'll have a chance to hear from Dean, from Tony, from me, from Jenna, from Sheldon, from Jamie Kern Lima, from Brendan Bouchard, from a whole bunch of just amazing people. It is a completely free challenge, so go sign up for it at takethechallenge.com and then come back and listen to my interview with Tony, and hope you enjoy it, it's going to be a lot of fun. And with that said we can cue the theme song. When I come back, you have a chance to hear my interview with Tony Robbins, about all the cool things I wanted to ask him. Oh, how cool is that? All right. We'll see you guys here in a minute. What's up, everybody. This is Russell Brunson. I'm here today with the one and only Tony Robbins. And we're going to be talking about a whole bunch of really cool things right now. There's a challenge coming up right out in the next... actually, it's happening right now as this is being recorded, and a lot of you guys watching, called the Own Your Future Challenge. And we'll talk more about that here in a minute, but before we do, I have this really unique and exciting opportunity to ask Tony a couple of questions. And so, I hope you guys enjoy some of the questions like I'm going to be enjoying this because he's someone I've been studying and learning from now for, man, probably 20-something years, had a chance to know you now for probably 13, 14 years, which is really, really cool. And it's not often I get to ask you questions. So, now I got you for 20 or 30 minutes. I'm excited to do that. So, how are you feeling today, Tony? Tony Robbins: I'm feeling awesome, buddy. Russell: Well, obviously the challenge we're going to be talking about more towards the end is about owning your future. This is this thing that we're trying to go towards. And especially right now, after all of the season we've all been through, where there's so much chaos and change and everything. Now it's like, okay, let's get background and let's look towards the future. But I wanted to kind of start off probably differently than some people have asked you, just because I'm in the middle of working on a book right now. And in the book, I'm trying to figure out this thing that I heard originally from you. You talked about this concept of the science of achievement versus the art of fulfillment. And this is something in my life, especially as I'm trying to own my future, and try to go this direction, I've found multiple times where I've achieved something in my life, and then expecting to be super fulfilled and excited, and having almost the opposite effect happen. I'd love to hear some of your thoughts about just those two, the yin yang between achievement and fulfillment and maybe why they're not exactly the same, and how we can have more success feeling fulfilled when we do have success. Tony: Well, I was trying years ago, I was trying to figure out, how do you really define an extraordinary life? Not just success. Success for most people, I think means getting what they want. I think fulfillment is giving what you're made for. And I think that the challenge for most people is, as we're growing up and we're developing our skill and our ability to start to master our own world, there's at least in Western culture, there's a huge push for us all to be achievers. And most of us have been so rewarded for that. I'm here on your podcast because of it. You're doing podcasts because of it. We both have managed to pull that off. But as you've discovered, as you're now, what, 41 did you say? Russell: Yup, 41. Tony: You're 41 years old. There's a stage of your life where you start to wake up and go, "It's not enough to just be successful. It's not enough to just be financially free." You know, I know that sounds crazy to someone who's not there yet, but you don't have to wait until you're financially free to have a sense of fulfillment. So, what I propose to people is that life requires two master skills. Skill number one is the science of achievement, which means the ability to take whatever you envision and make it real. Turn the invisible into the visible. To me, that's a spiritual process. But how do I go from, I have this idea, to living that idea or delivering that idea to millions of people around the world? To me, that's science. And the reason I say that is science is because it's duplicatable. If I want to make more money, I can go, as I did, interview 100 of the smartest financial people in the world and find out exactly what they did. And they all did different things, but there are certain universal patterns that I did in MONEY Master the Game, and Unshakeable, and so forth. And when you understand them, if you sow the same seeds, you reap the same rewards. So, in the financial world, it's a science. That's achievement. If you're looking at your health, it's a certain amount of science, meaning we're all biochemically unique, right Russell? But everybody has certain fundamentals, and if you violate them, you're going to have dis-ease or low energy. If you align with them, you're going to have an abundance of vitality, energy, and strength. So, that's science. But fulfillment is an art. That's why I said, there's two skills. The science of achievement, which you can duplicate and learn, and I've taught for decades, and you have as well, you did an extraordinary job of it. But then, the art of fulfillment. And the reason I call it the art is because it isn't a science, because it's different for every single person. That's why most people miss out it. First they miss out on it because they're so focused on achievement, and they think that's going to fulfill them. But I ask your audience, even yourself, think of something. You and I have talked about this before. Think of something you've achieved that you worked your tail off to achieve and then you achieved it, and then your brain said, "Is this all there is?" Or worse, how about something you achieve and you really were happy about it, but how long did you stay happy? You made this incredible achievement, took you years to get to. Were you happy for the next five years because of it? Russell: No. Tony: The next year? The next six months? The next three months? The next two weeks? Russell: The next morning you wake up? Tony: Most people are somewhere between three hours and three weeks maximum before they go right back to where they were because the brain adjusts. It adjusts because we're not made to sit around and just be fulfilled. We're made to grow. And so, the great part of achievement is it causes you to strive for growth. The problem is, people just keeping the hamster on the wheel, trying to achieve more, and they aren't making sure along the way they're fulfilled. So, I believe these are both critically important. If you ask me honestly which one's more important, it's fulfillment because success without fulfillment is the ultimate failure. I mean, I interviewed 50 self-made billionaires, the smartest financial investors in the history of the world for MONEY Master the Game. I did it over two and a half years, and about maybe 12, 13 of them are really good friends now. And I can tell you, out of that group of 50, and this is zero judgment, maybe four of them are happy people. Now, you go, "Oh, see? Money makes you unhappy." No, money just magnifies who you are. If you're mean, you have more to be mean with. If you're giving, you have more to give with. It doesn't change anything. But these people, they're not bad people. They're brilliant people, but they're so brilliant in one area and they miss the fulfillment side. To see one of these men arguing with his wife and kid, because they bought some jewelry that I think was around $2,500 and the guy is a multi, multi billionaire. He couldn't spend all his money in all these years, and yet he's got conflict in his own family because of his mindset. There are some people, for example Paul Tudor was with me the other day and he was talking about a neighbor of his, I won't mention a name, but the guy's in a $40 million home, he goes over with his young son, this was a few years ago Paul did this, and the guy has his own grass tennis court. And Paul said, "I've never seen that." Paul's a billionaire, one of the smartest financial people in the world. And bottom line, he goes, "Your son opened one of the can of balls." The son I think was like five or six or seven at the time. And the guy went crazy. "Get all those balls. When you open them up, they lose their pressure. That's $298." And Paul's like, "Bad boy. Okay, I'll give you the $3." So, some people, it doesn't matter how much they achieve. They're not experiencing the fulfillment. And it's more people than you would think. That's just an extreme example to get people's attention. So, my whole thing is, the art of fulfillment is finding what lights you up. And it's different for everybody. Now, if you can find a way to achieve and be fulfilled, that's pretty awesome. But most people get so caught up in achievement, they miss that other side. You think about the guys, the first Apollo astronauts that walked on the moon. I mean, you got to think about these guys. Imagine you're with 100,000 people competing to be an astronaut walking on the moon. And then it's down to 10,000, and then it's 1,000, and then it's 100. And then you're up in the space capsule with this rocket structure in back, and no one knows for sure who's going to make it, and you make it to the moon. You walk on the moon, you come back, you make it safely. There's a ticker-tape parade for you in New York City. You shake the president's hand. Now what do you do for the rest of your life for adventure? Russell: You can't match that. Tony: You're 34 years old or 35, I can't remember what they were, but I think it was 34, 35 years old. I got to interview three of them later on in life. Almost all of them ended up with drug and alcohol problems. And they talked about it quite openly, because they forgot to find adventure in a smile. So, they've got this one big achievement. And how long does that last? It's historic, but the emotion of it is not the same as the years go by because we're made to keep growing. What makes you fulfilled is growth. Do you want to know what makes you happy? It's called progress. Progress equals happiness. If you're making progress, even if you're not there yet, you're going to be lit up. Your weight isn't where you want it to be. But sure enough, you decide to start on a process and you're starting to feel better physically. You lose a few inches and you feel some energy and momentum, you're lit up. You're the ideal weight and you just stay there, no progress, doesn't feel very alive. So, we have to find a way to make progress. And it's different for everybody. Some people find it in music. Some people find it by serving in a non-profit. Some people find it with their kids. But you got to find what lights you up. And again, it's different for everyone. Russell: I'm curious, people who started going through this, the Own the Future Challenge, they're going to be given a very scientific, here's the steps to have success in one area of something. What would be the biggest thing for them, or just one thing they could anchor themselves as they're going through that, to make sure that they're not missing the fulfillment during this journey they're going through? Tony: I think it's helpful to think of this in sequences, because it's hard to be able to write and do everything. You know, if you're doing really great in your business, often you're not taking care of your body. Or if you're doing good in your business and your body, often your relationship doesn't get enough time. Or your relationship's doing great, you don't spend enough time with your kids. If your kids are doing great, often some of your finances aren't straight. So, it's the nature of the human being to focus on what they're good at and miss the others. But you know, I love studying different philosophies. Philosophy, or even religion, if you step out of it, what is religion designed to be? And there are many great religions around the world. I'm personally a Christian. That's what I believe, but I don't tell people what to believe. But whatever you believe, it's designed to guide you to create a greater quality of life. And regardless of what I may subscribe to, I like to learn from every philosophy because we're all human. I go to India usually about twice, well, about once every two years I take a group of people there and we go to a place called Varanasi. It's one of the oldest cities in the world. It's like 3,800 years old. And what's striking about this location is, the people come there because they believe in their religion, in the Hindu religion, if you die in Varanasi, you go to heaven. You don't come back. Their idea of hell is coming back and reliving everything, right? Rebirth. And so, they have this experience, when somebody dies there, they believe that they don't come back and they're so happy to die in Varanasi. They’ll crawl there, people are dying there. I tried to save a lady. I was actually helping a lady who was being helped by the Mother Teresa group, and she was angry because she wanted to die. What do you people do, messing with me? And then they carry the bodies there and they burn the bodies. They've been burning bodies 24 hours a day. There's wood stacked about five story high, and then those ashes of the person are put in the Ganges. And no one cries, because they see the body burning as, the teacher is gone and now the spirit is free. So, I tell you that because you don't have to subscribe to something to say, "Wow, that's fascinating, no pain in death and you have this total trust in the universe or God or whatever term you want to use for it." But they also have what they believe are the four aims of life. And they think about them in a sequence. And I think it's sometimes useful for people. So, if you want to jot them down, the first one in the sequence is called Artha, A-R-T-H-A. It's one of the first aims of life. And what it really is, is security and prosperity. And so, if you don't have security and prosperity, it's really hard to enjoy the central parts of life for any extended way. It's really hard to feel your sense of purpose when you're worried about whether you can feed your family. It's really hard to feel that highest spiritual sense. It doesn't mean you can't. It just means it's harder. And so, the Indian culture understands that. And instead of saying, "This is bad or not spiritual," they say, "Finding your prosperity, your security, finding the way to do useful work that you feel good about, that you know is helpful, but also gets you to an economic place where you're prosperous is one of the first aims of life." And then, when you get that automatically the other dimensions start to open up. Now, you don't have to wait, but it's useful to remember, that is where we start. That's where I started, it's where we all start. How do I make sure my family's taken care of? We didn't have enough money for food when I was a kid. So, this was an obsession for me at an early age. I want to do so well, we don't have to worry about that stuff. But it's not non-spiritual. It's about saying "This is part of life that is anchoring in the science of achievement." Think of it that way, right? But then the next level is called Kama, K-A-M-A. And that's pleasure. And it's like, okay, now that you have security and prosperity as a base, and it's strong, you don't have to wait till then, the next thing you start developing is enjoying more of life. Pleasure is the driving force of life. You've got to find what gives you pleasure. And I don't just mean sensuality. I mean, it can be art, it can be music, it can be serving. It's all the different textures of life, because without pleasure, life's pretty dead. So, instead of going, "Oh my God, what am I going to do?" It's like, "Okay, let me go to this challenge and figure out how to get my security and prosperity down. Let me think of a new vehicle. Let me figure out how to get money chasing me instead of me chasing money." That's really what this challenge starts out with. And then the Kama side is like, "How much can I enjoy along the way while I'm learning? How much can I enjoy learning? Just the experience. How much can I enjoy building this business from the very beginning or taking a business there to the next level?" That's part of what Kama is, is finding the pleasure in the expansion and the appreciation of life. And then, the third level is what you and I have probably most focused on, would be Dharma. Dharma is like, "Okay, I've got so much security and prosperity and I know what gives me pleasure in life. And I've found useful work." It's like, "Okay, what's my higher purpose? What is that deeper purpose for me at this stage in my life?" And a lot of people overvalue this because they've tried to make it something huge. You know, for me, my purpose is... I used to have these long mission statements. "The principle of life is to be the most passionate, playful, outrageous, enjoyable, generous giving example of God's grace, as I serve millions of people over the..." Now it's like, "How can I help?" You know? Because that's really what it is. When I'm serving, I feel alive. So, the number one question I've got is, how can I help? Whenever someone's coming, that's the question. It's a burning question and it's a beautiful question because it brings joy and love to me and to them because most people are happy to have some help from somebody who sincerely cares. And it's not like I have all the answers. It's just, I have a lot of them because I've made it 61 years and I've traveled to 150 countries around the world and dealt with tens of millions of people. So, I'm fortunate because I’m not going to be an idiot, I should have ways to be able to help. So, it's like finding what is it? What is that way of life that is true for you at this stage? You've got enough security and prosperity and of pleasure. What's it all about? And then, ultimately it leads to what they call Moksha. And M-O-K... Moksha. M-O-K-S-H-A, I believe is how they spell it. And that's your unity with God. Now, does that say you're not unified with God at the beginning? Of course not. It's just like, there's a point where that really becomes the priority in somebody's life. And in their view, yes, you work on all four of them, but you are going to in the beginning, put more focus on securing your life and getting so you're not chasing money, money's chasing you and you have freedom for your family, right? You're going to, in the beginning, you'll be more focused on hopefully enjoying the pleasures of learning and growing and expanding and building something so you don't miss out. And then, you certainly want to figure out what your purpose is, but again, most people are trying to make it so big so they'll feel significant, when really it's just what lights you up. And if you do all those things, it leads to a greater connection to the universe, God, whatever you want to call it. So, even though I'm not Indian, and I'm Christian, I still think that general philosophy is a helpful way to look at your life, and also keeps you from beating yourself up. Because a lot of us are pretty hard, including you, Russell, I know you really well, on ourselves. We expect ourselves to do everything perfect, every moment, every time. And life is a journey of growing. I always tell people, "What makes you successful? Good judgment. Making good decisions. What does good judgment come from? Experience. Where does experience come from? Often, bad judgment." That's how you learn, right? Russell: The circle. Tony: What I've tried to do in my life, was take the bad judgments and the good judgments and say, "Let me compress decades into days and share with you so you don't have to learn by trial and error, show you the shortcuts to those things." And that's what I've done with all of my events and books and challenges, and everything else that we do. Russell: Oh, so cool. Okay. The next question I going to ask you about, because the first UPW I came to was in Toronto. I'm really bad at years, but probably 12, 14 years ago, something like that. And at the time, I had had some level of success, but there were a lot of times in my life where I felt like I was doing this personal development, trying to grow and I was trying to contribute. I was going through growth and contribution, but sometimes I felt like I had my foot on the gas at one moment and my foot on the brake at the other time, and I'm spinning around, and I'm just like, "Why am I not moving?" I was so frustrated. And one of the tools that you give at UPW, that was for me, probably the first big aha I got from you, and I've had so many since then, but it was the one that was the paradigm shift where I was like, "Okay, the student's now ready to listen to everything you're saying." And that's when you start talking about the six human needs. And I looked at it because I was looking at growth and contribution, which are the needs of the spirit. And these are the things I was focusing on, like how do I grow myself? How do I contribute? But I kept falling back because of the needs of the body or needs of the personality, those four needs. And because I didn't have those things in order, or were out of whack or they would be for a little while organized and I could go over here, but then something would happen. I'd slip back into them. And those kept me from progressing until I learned how to manage those things and get in a spot where my needs were being met. Then I could go and focus on growth and contribution. And I think in this challenge, people are going to be inspired to start doing growth and contribution, but I don't want them to be like I was, where I had the foot on the gas going forward the foot on the brake. I would love if you could talk to us a little bit about the four needs of the body and how we can take care of those, to make sure that we're able to actually go and focus on growth and contribution. Tony: Well, it kind of ties in a little bit with what I was just sharing, I've just got to get it to another angle, but you're very astute in this area. So, for people that don't know, early in my life, early, I don't know, maybe 10, 15 years into my career, I've been doing it 44 years, I remember I traveled to more than 100 countries and I'd started seeing the same patterns. Obviously, when you go to Asia, there's different values. People value the group more than the individual. Saving face is critical in Asia. It's very different in America, right? So, I noticed those differences, but what I noticed no matter where I went, was you saw the same problems, the same arguments, the same problems in relationships, the same issues with people's bodies, same financial issues. And I began to realize, while we do get conditioned, our goals, our dreams, our desires may come from some of our conditioning and our life experience, but there are certain inherent needs that all human beings have. And I came up with six, not from a book, just from seeing people and then playing with it back and forth until I could see that I could cover everything that human beings really do. And so, the bottom line is, I found that certainty was the basic, fundamental human need of all human beings. The need to be certain you could avoid pain, and that you could have ideally some pleasure or comfort. Think of it as certainty/comfort. We all want that because without certainty and comfort, we have pain, we have continuous pain. You got damage, continuous damage equals bad. So, it's actually survival instinct. The difference though, is I started, as I went through these six needs, I started seeing everybody has them. But as I will describe them to you really fast, there is a difference. And the difference is how you value them. For some people, certainty as the number one thing in life. If you change anything, they get upset. If you move things on their desk, they freak out. You change the time, they freak out. That's an example of certainty. Some people get their certainty by doing the same thing every day. Some people get certainty by trusting God's going to guide them. Some people get certainty because they've screwed up so much in the past and they still came out finding a way, and their brain goes, "I know I'll find a way, but I don't know what it is." Some people get certainty by smoking a cigarette because they're all stressed out and they take a breath, when they breathe in, it makes them comfortable and certain, right? Even though they're killing themselves. Some people get certainty by eating food for comfort. So, everybody has the need. The only two differences in human beings are, what's the order of importance for you that's going to completely change your direction in life? If you're certainty driven, you're going to be moving this direction away from the challenge. If you're uncertainty driven, meaning it's higher value for you, you're going to be going straight at it. And direction determines ultimate destination or destiny. So, once I know your direction, I know where you're going. I know what challenges you're going to face, I know what opportunities you’re going to have. Okay? So, the difference is, different orders and different rules. Some people, I got to do the same thing to be certain. Other people, I've just got to trust in God and I'm certain. Right? Very different. Some people work out to be certain. They get that strength in their body, they're ready to rock and roll again. We restored their certainty or their comfort. Some people eat to do it. Some of these ways you do are neutral. They don't affect you either way. They're just okay. Some actually have a negative impact, like smoking a cigarette. Some have a positive impact, like let's say trusting in God perhaps, if you believe in that, or working out certainly does. All right? So, the second human need though, outside of certainty is uncertainty, just so your audience knows. Uncertainty, variety, we all need surprise. I ask people at events, "Who here loves surprises?" Everybody raises their hand and says, "I." I say, "Bullshit. You like the surprises you want, right? The surprises you don't want, you call problems." But we need some variety, we need surprise to feel alive. Too much variety, people freak out. Too much certainty, people are bored out of their mind. So, are you in the lukewarm middle? No. You got to learn how to use both. Third human need, the need for significance, the need to feel unique, special, important. Everybody has it, including the people saying, "I don't want to be significant." What they're really saying is, "I don't want to be judged. I don't want anybody to be upset with me if I'm significant." Right? But some people get significance by working harder than anybody else. Some people do it by studying the Bible or Bhagavad Gita or whatever. Some people get that certainty by way of how they dress or their tattoos, or some people do it by money. Some people do it by being more generous. There's a million ways you can be significant or important to people or to feel needed. We all have the need. The only question is, how do you need it, and is it number one, two, three, four, five, changes how you're going to end up in one. Fourth, the need for love and connection. Everyone wants love and connection. Everyone needs it, whether they want it or not. Most people settle for connection because love is just too scary. And then, those first four needs, as you know, are the needs of the personality. We all need certainty to survive. We all need variety to feel alive. We all need some feeling of significance. And we all need some feeling of love. When a person feels completely insignificant to anyone, and unloved, that's when they start thinking about checking out. That's when someone will consider suicide, where there's no compelling future for them. So, these needs are critical, but almost everybody meets them. Somebody meets the needs by smoking and then tearing other people down. You can feel important by making other people less important. If I move you down, I have the illusion I'm moving up. It doesn't really work long-term but it works for the moment. Sugar feels good for the moment, long-term it doesn't feel good. So, you can meet your needs in positive ways, neutral or negative, but everyone finds a way to meet their needs to some extent. But the ultimate needs that you described were five and six. You got to grow to feel alive. We grow or we die. Like I just said, progress equals happiness, right? And we grow so we have something to give, because if we contribute in a meaningful way, we feel more alive. So, a lot of people jump on and go, "I want to grow and give, grow and give." Which is, there's zero wrong with that. I think it's fantastic. But like the example I gave you from India, your certainty is often tied to your access to food and shelter, and a quality of life, and maybe a certain amount of income to provide for your family. Right? So, yes, you do need to honor those, but everyone's different. Some people value love as the number one thing and they move in this direction. Some people value significance, and they go in a different direction, because the more you demand significance, the less love you usually get. Right? Because people have been pushed off by it. If somebody wants totally certain, they go in one direction. If they want variety, they go in a different direction. Again, direction determines your ultimate destination or destiny. So, when I know which one are your top two, I know how your life is going to turn out. And then I ask questions to find out, what does it take for you to feel significant? Do you have to make a billion dollars or pray to God and feel the connection? Walk out and go for a run by the ocean and feel the universe with you. Everyone has different ways. Once I know what you want and how you go about getting it, I know your opportunities, I know your challenges, and I know how to coach you. So, your question though, was... to be specific, I had to give that context so everyone knows what we're talking about, is, okay, I want to grow and contribute because those are the spiritual needs. Those are the ones most people miss. That's what makes you most fulfilled. But I still got to do these other four things and they're really easy to do. So, I think of it as saying, "Find your vehicle, find what's going to give you that economic security and idea, and economic independence. Again, when you're not chasing money, money might be start chasing you. That's an important part. You have to work your off and refine it. Science of achievement. Along the way, make sure you find the variety, the pleasure of the uniqueness of everything you're doing, and stopping and bringing it in. Every morning I do a process where I think of three things I'm most grateful for and I experience them fully, and then I think of a blessing and send the blessing to all my family and friends. And then I think of what I'm going to accomplish next. And that sets up plenty of that variety and certainty. Significance. You know, the most significant thing to me is love. But it's like, what am I doing that matters? Let me do some things that matter today. Love. What can I do that's kind? The fastest way to love is to give love, right? Fastest way to kindness is give kindness in a world where the world is pretty divided now, but it's still pretty magical when somebody does it authentically. So, it's not hard to meet the first four needs. Growing and contributing. That's where you're going to feel the most fulfilled. So, when people go through these challenges, what I always try to do is, I don't just give them the skill, I give them the emotion to follow through because otherwise you can know what to do and not do what you know anyway. So, that's kind of the way I try to balance it. Again, science of achievement and art of fulfillment, and just be aware of them both and focusing on both instead of just one. Russell: Yeah. Oh, I love that. I think for me, it was interesting because I noticed that when I was struggling to contribute or grow, it was because something was out of whack. I wasn't getting my love and connection or I wasn't feeling significant or something wasn't in place. And when I got to the point where I could figure out, okay, here's ways to make sure that I'm feeling these needs in a positive way, not a negative way, then it takes that pressure off. And I was like, "Now I can go grow. Now I can contribute. Now I can do things." I've noticed even nowadays, if it gets out of whack again, it's like I got to make sure all these things are spinning and I can go back and I can show up at a level that I can't when these things aren't running the right way. Tony: Yeah, that makes total sense. Russell: Yeah. Cool. My next question, this is going to kind of transition a little more to the challenge now. Obviously, a lot of people who are in your world and my world, they're coming because the growth, right? They're learning and they're learning, and they're growing, and that part's so much fun for all of us. The growth part is addicting. And I think that's why people love reading books and going through courses and all sorts of stuff. But I know for me, the real growth didn't come from me in this growth phase where I was learning stuff, it's as I started contributing and started helping other people. For me it was, I was starting my business, I was teaching other people. And that's when I first started to really connect with that contribution and that part of it. I know that that's one of the big things that this challenge is about, is getting people from a growth phase to, now how do you contribute? How do you take this knowledge and these ideas and the things that you're developing and learning, and how do you use them to serve other people? And I'd love for you to talk just a little about that transition, of how we transition from a growth mindset to, here's how I can contribute with these gifts that we've been given. Tony: I think the challenge is called Own Your Future Challenge, that we're doing. And it's myself and Dean and an army of just great friends of ours who are smart. The focus here is execution. It's not just about more learning and growing in this one. It's like showing you, you've got some knowledge. Someone you care about, bless you, has knowledge and you can take that knowledge and bring it to people in a world, even when it's shut down. I mean, my business, I've got 80 companies plus now, but my core mission with my business is Robbins Research, where I did my events and I've done my events. I mean, they literally, they made what I did illegal because the size of it. I'd do minimum, it'd be 10,000, most of them 15, 12,000 people, somewhere in that range. And all of a sudden, they made it illegal in every country in the world that I wanted to go to. Australia, London, Italy, France, everywhere, America, all over the place. And so, I had to figure out what to do. But I've got to tell you, I'm reaching more people now, and I'm doing it in a different way. You know? So, the tools to be able to reach people all over the earth, I mean, four billion people are on the internet now and we're going to see another two billion join over the next five or 10 years. Almost 50% more people are going to join the internet. The size of the marketplace of people you can serve is unbelievable. But you have to be able to get the skills and you got to get yourself to execute. A lot of people, as you said, get addicted to just the learning experience, which is the aha moments, like, "Oh my God, I understand that. That makes sense. Oh, I can change the world with that." But you know, I was very lucky, Jim Rowan was my original teacher, the personal development speaker. Some of your listeners probably know his name. He's been passed away for some time, but he used to always say, "Tony, don't let your learning lead to knowledge and become a fool." He said, "Let your learning lead to action." And he'd tell you to become wealthy. And to him, wealthy wasn't just money. It was like an extraordinary life. It was living life on your terms. It was life that was full of joy and happiness and fulfillment and meaning and economic freedom. And I think that's what we're really looking to do with people in this challenge, is show them the tools to execute. Yes, you can have the excitement of learning all this stuff and there's no charge for the fricking thing. It's these challenges, my last one I'm going to do this year. I did two this year. But I wanted to do it with my friends because I wanted people to have a vehicle. A lot of people don't have that first Artha. They don't have a vehicle for prosperity and security. And they're looking at a world where the world's changed, it's upside down and it's not going to go back to exactly how it was. Some things will return, obviously. But a lot of them aren't. And so, your job is to figure out, "What am I going to do now?" And so, where are you going to figure that out? So, we decided to bring the best people we know together to show you and show you how to use technology to do things in minutes. When I started out in this business, I mean, it took months to pull off. But literally the technology can do things for you today, as we all know. And so, I'm very excited about we're going to be able to offer people. But in a few days, they're not just going to have more knowledge and excitement, they're going to have perhaps a business or at least the beginnings of a business. And maybe even be online starting that out all in the few days of the challenge. So, that's the difference I think we're really focused on here, is making sure that... I always tell people, knowledge is not power. Knowledge is potential power. Execution beats and trumps knowledge every day of the week. That's our goal, is to get people to really each day, make some small actions, so by the end of the challenge, they're really in a place of having their business, or if they had a business, taking it to another level. Russell: Yeah. Well, I'm excited for the challenge. I'm going to be flying out to Phoenix and hanging out with you and Dean and everybody for one of the days. Tony: Looking forward to that. Russell: And I'm actually bringing my twin boys. My twin boys are 15 years old and I'm trying to show them how to control their future. So, they're going to come and sit there and experience it. And then, we're actually going to go out afterwards with some friends and we're going to go and feed the homeless and spend some time, and just showing them some really cool experiences after the challenge. So, I'm excited for it because I'll be participating in it as a student, and also as a one of the teachers as well. Tony: I just want to say something about you too, Russell, to your audience. You know, a lot of people virtual saying, "I'm going to go feed somebody," but you do this all the time, just like I do. It's not like something you do and then tell people you're doing it. You're just really doing it. And I love that you share it. Same reason I used to never share what I did in this area. But then I start realizing it inspires people to consider something new. And we're not doing it because we're just such good people. We're doing it because it's so fulfilling to do something for someone you don't even know. It's people don't understand what that does to you, to just do what's right. It doesn't have to be 24 hours a day. And especially doing it with your kids so they get addicted to it at an early age. I really honor you for that. Russell: Oh, thanks. I'm excited. It's going to be a fun experience. It's going to be a new experience for them. I think it's going to be awesome. Well, for those who are listening, if you're watching the video, there will probably be a link down below. But if you're listening, the sign up link to go sign up for the challenge, if you go to takethechallenge.com, that's where you can go sign up for the challenge through our link. And we've got a bunch of really cool bonuses and stuff for everybody who gets involved and hangs out. But that's where everything will be at, at takethechallenge.com. And if you do that, you have a chance to hang out with Tony and me and Dean and Jenna. And I don't even know. You have some amazing speakers that are part of this, people that only Tony could bring into the world, nobody else would say yes to be part of this. He's got some amazing people who he has a chance to come and hang out with and participate and learn how to start your own business. How to start going from this, from a growth mindset to contribution. "How do I create a business that serves other people?" I think I never understood that was what business was really about until honestly, probably the last seven or eight years since I started running ClickFunnels, and I seen, when you create a business and you help other people, that contribution, you see how people's lives are changed. I'm not talking about my own. I'm talking about people who've used ClickFunnels. You know, one of my favorite success stories inside of our ClickFunnels community is a couple named Brandon and Kaelin Poulin. And they were young, 22, 23-year-old couple when they came into our world, and she's really good at losing weight. And she took her knowledge and her experience, and now they've helped over a million women to lose weight. Tony: Wow. Russell: They've built a huge company that's 70, 80 employees now. And they're changing the lives of so many people and it's one person, one person taking their knowledge, turning it into something they can contribute. And it literally, the ripple effect of that is huge. You look at a million women, that's amazing, but those women have families and kids and communities they serve. And that ripple effects keeps going out. And that's just one person. And so, you never know where it's going to turn until you take that knowledge and turn it to something amazing. Tony: You think about where we are today, because of technology you can do that so fast. Try doing that 20 years ago. Trust me, it was a very different process. So, the possibility of that kind of impact is there. So, it all comes down to having an orientation that realizes that the only way to get wealthy is do more for other people than anybody else is doing, and do it consistently. And of course, if you add that much value, you'll have value that's added to you as well. But learning how to do that quickly, efficiently, step-by-step, that's what this challenge course is about. So, we look forward to seeing you guys there. Russell: That's awesome. Well, thank you, Tony. Thank you everybody. Again, go to takethechallenge.com, get signed up and we'll see you guys live here in a couple of days. So, thanks Tony. I appreciate you. Tony: Thank you, buddy. Learn more about your ad choices. Visit megaphone.fm/adchoices

Here is the exciting final part of this special three episode series! On this episode, Russell and Josh talk quite a bit about the new book Russell is currently working on! The new book will be the first (of possibly many) personal development book that Russell has written. We also get to hear why Russell loves to write books and why he thinks everyone should write one. So listen in to the final part of Russell and Josh’s “Outwitting The Devil” interview. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Russell Brunson: What's up everybody. This Russell Brunson. Welcome back to the third and final episode from the Outwitting The Devil interview with Josh Forti. Hopefully you enjoyed the first two episodes. If you missed any of them, go back and listen to episode one, two and this is part three of three. In this one, Josh started asking me questions about my new books. Why I was so excited about Outwitting The Devil, by how I'm using this? Why I'm writing my fourth book and a bunch of other really cool things. So I hope you enjoy it. And you've enjoyed this interview series, please let me know, let Josh know. The best way to do that is take a picture of any of these on your phone, post them on your social media and tag me and him and let us know what you thought about the episodes. Thanks again, you guys. I appreciate you all for listening with that said, let's queue up the exciting conclusion of the Josh Forti, Russell Brunson Outwitting The Devil Podcast interview. Josh Forti: Okay. I want to do this because we're talking about all these amazing books and I don't know, this is probably like two, three weeks ago. Maybe it's a little bit longer that. You start hinting on Instagram about this book. And I'm like, "Oh my gosh. There's another book? What could it possibly be?" And then last week I'm out here and you started telling me about it and what it is. Russell: Showing you the deal. Josh: It's not a marketing book. It's the next piece and it's your first ever... And I don't want to spoil it for them. I'm going to say it's like your first ever take at personal development. Talk to us about this book. When's it coming out? How did this come about and the details of that, because I'm super, super excited for it. Russell: I think it was my only, hopefully. But I said that about Dot Com Secrets too. Josh: I don't believe that at all. There's going to be a trilogy for... Russell you're going to be writing books till you die dude. Russell: I don't know. Writing is so painful but this one, again, it's me coming back. We launched Traffic Secrets. The world goes chaotic and I have more time and I'm trying to just occupy my mind. Josh: Which by the way, how perfect time. My heart was completely broken when you had to cancel the Traffic Secrets event because I was supposed to speak to there. I was like, "No." But how perfect of a timing was Traffic Secrets when- Russell: There are pros and cons of it. It was really good from a selling book standpoint. It was really hard for making New York times bestseller list, which we actually hit, which I'm still freaked out about. It was tough because Amazon wasn't shipping books. Things weren't shipped, all sorts of chaos. They said books weren't essential and so like it was hard to hit lists because you'd sell 10,000 copies of books in a week but Amazon was waiting two, three, four weeks to ship them because it wasn't... The way that the lists work is, how many did you sell in retail outlets? How many do you sell on USA today? All the things. And so when you have the big push, but then some books aren't being counted four or five weeks later because Amazon doesn't consider them essential. They're not sure when they can glut. Normally it takes 10,000 books or something to hit a bestseller list. We hit over 100,000 to be able to do it. It was way harder, way more stressful, but we got it. But it was easier to sell because I had more time. Anyway, a lot of pros with that. Plus it was crazy because in the beginning of the book I talked about there's a storm coming and then literally it was like, we're in the middle it. You should give this book right now... Josh: Literally right now. Russell: I think I'm similar to you. I think a lot of people in our community where it's just like, my mind is always spinning. I can't stop. Josh: I cannot shut it off ever. Russell: It's like there's got to be something I got to be thinking about. And again, it was harder me to find stuff for me to geek out on inside of marketing and business. It was just hard to find the next... I don't know. Every level you get to, it's harder to find the next level. I'm sure there's time where Michael Jordan's like, "I can't find people to push me anymore." Where do you go? And it's just like- Josh: Yeah. Like Tom Brady in the NFL just completely dominating every team that's out there. Yeah. That's right. Russell: Anyway. So not that I'm that level or anything. Josh: Right. Right. Right. Russell: For me it gets harder and harder- Josh: Likewise. Russell: To find things. I have to dig so hard to find the gold. And so I started just looking again at some of these things. And that's when I stumble on this book and just like, every page is gold and it's like I'm lit up again. I'm on fire. Again, I talked about earlier, for me one of my highest values is ROI. What's my return on my investment. So I'm learning these things. I'm growing myself personally, but I'm feeling empty because I'm not sharing them. So it's like, "What's the platform?" That's why I'm like, "Everyone go read this." I need to have this conversation with somebody. So having Dave reading it, everybody can get to read it I'm trying to read so I can get this conversations. Then when you're like, "Hey, do you want to talk about a podcast?" I said, "Yes." You forged some of this stuff because it's in me and if I can't contribute, it seems like I'm wasting it. And so there was this, there was other things. And I started looking more and more. Right now I've got five kids. Three of my kids are teenagers now and teenagers have been way harder than I ever thought or expected. It's weird. Kids are really fulfilling, but man teenagers have been just... It's different for me. I'm feeling like I have to grow to understand myself, but to also understand them. And what I envisioned my kids as teenagers are going to be what it is, has been so much different. I think for me, at times it got me depression, sadness and these things. And I was like, "I shouldn't be depressed this time in my kid's life. This is the greatest time I could be with them but I got to shift my mind." So it was me trying to do some work on myself, to fix myself. Not fix myself, but to get myself in a spot where I could enjoy the season. And then number two is how do I serve them now at this point? Because I envisioned the way I was going to serve my kids was when my dad did. Where I was like, he drove me to wrestling practice and we traveled the world, we worked out super hard because that's what I needed and I assumed that that's what my kids are going to need and it's not. That's not what they want. They want almost the opposite of those things. I'm like, "But I have these gifts. These skills I can give you." They are like, "I don't want them." I'm like, "I can help you start a business." Like, "We don't care." I get them value money because they've always had it. It's like all these things. Every gift that I have, it's like all my unique abilities I want to give my kids, they don't want it. So I'm learning this thing of well, instead of me trying to give my kids these things that I think that were so valuable to me. It's like, I have to sit back and understand what's actually valuable to them, which is so much harder and I'm learning this process. And so as I'm going through this lens of trying to learn these things, understand them, trying to figure them out for myself and I'm stumbling upon things like this and other things. It just got to a point where I was like, "I need to write this book first off for myself." If anyone who's done it, there's this weird thing as you start reading, you start seeing connections. You don't see any other spot. I feel like God opens up insights to you. They're just magical. Like I remember- Josh: When you start writing. Russell: Yeah. Josh: Yeah 100%. Russell: You have to get deep in a topic, you have studied all these things to figure things out. And I remember the first time I really understood this is, after I finished Traffic Secrets, I wanted to reedit DotCom and an Expert Secrets to publish the trilogy. So I went back. I remember reading those books and I was like, "Where did this stuff come from?" I was like, "This is good crap. I don't remember saying this or thinking that." I couldn't remember and- Josh: Interesting. Russell: It's the weirdest thing going back and fighting things. Somehow that was given to me because that was not something that I just intuitively knew. And I feel like for me, I wanted to start the book journey because I'm searching for these answers. The premise of the book is not, "I have all the answers, let me give them to you." I'm in the season where I'm going through it again and let me share through I'm learning on this journey because I'm learning some amazing things. And as I'm sharing as I'm writing them, again these insights keep popping in and it's fascinating. So I'll be doing something, I'll be doing something and I have a doodle. I'm like, "Oh my gosh." I run to Dave I'm like, "Look at this." He's like, "What am I explaining?" He's like, "I never saw it before." New to that. It showed up when I'm in this intense time. And so it's been fun as I'm writing it because these insights are coming at a speed that they don't normally come in. Josh: And I think also- Russell: It's really funny. Josh: I think... Hold that train of thought. I want you to keep going on that. But I've noticed that as well, when it comes to reading books. Reading a book and then applying the book, those are two very different things. I have read Expert Secrets, Dotcom Secrets, Traffic Secrets. And I'm going through, I've not read the hardcover of Expert Secrets. I've only read the soft cover. So right now I'm going through and yes, two nights ago I started it and it's- Russell: You started the hardcover? Josh: Yeah. I'm going through, I'm listening to it and I'm reading it and I'm taking notes- Russell: Get the hardcovers. They're way better than softcovers. Josh: So I'm going through all this stuff. For the last four or five, six months, all I've been doing, I have no front end products of my own. I'm not building anything. All I'm doing is working with big campaigns on the backend. It's like full out stuff. We're doing stuff with cash phones. All these stuff is up and I'm going through and actually inboxed you. I was like, "Dude. People say they've read this book but they haven't." They've read the words, but it's totally different when you actually experience it. And you're watching where it all fits in and you start to see how it all clicks together. So that broke from the reverse angle of when you're writing it and trying to put it on in together is what you're talking about here. Russell: Yes. It's super fascinating. So it's been fun. I'm excited. So my goal, I'm trying to get it done by summer for it to be a launch in March. So if you published traditionally, this publishing schedule is really, really long. So if you are going to read it in March, I'd have to have it done by June. Josh: If we want to read in March of next year, you have to have it done by June this year. Russell: Yeah. Josh: Dang. Russell: So that's where I'm at. So I'm also with the first section of the book and there's four sections. Back then this month I spent the section number one and then that's where I'm at. Josh: Do we get to know what it's called? Do you have a title yet? Russell: I do. I don't want to show a title yet because I don't want someone going and- Josh: Oh, that's true. Russell: "You guys all suck." And buys those domains up and they start like SEOing me and beating me and all that stuff. But it's going to be cool. It's a study of two things. So I'll give you this part. This is the subtitle. So subtitle, something Tony Robbins talks a lot about, but it's the science of achievement and the art of fulfillment. These two things. How do achievers achieve? And then how do you actually get fulfilled? Because it's fascinating. I think- Josh: Interesting. Russell: I see my own life. I achieve something thinking that, "When I achieve this thing, I'm going to be fulfilled and happy and everything." And you achieve the thing and you're like, "I'm not happy." And you figure that achievement and fulfillment, they don't work hand in hand. It's a science of achievement, which that's why science achieves more scrutiny. It's like, "Here's a step-by-step process to get this result." I want to be state champion wrestler here's a step by step process. Boom, got it. I want to be a known American step-by-step process. Got it. I want to start a business, step-by-step. Science. It's not thinking, you just follow a process and you get it. So for me, achievements always come easy. Anything I ever want in my life I've achieved it because there's a science. I figured out. Fulfillment's art, it's different. It's not follow these steps and you become fulfilled. The yin yang of these two things. And it's so fascinating. I've been going deeper into it and seeing the pattern appear over and over and over again, all these different things. And how do you apply it to your life? And there's so many cool things in this book that don't necessarily talk about science of achievement and fulfillment but they're all in here. The patterns in here over and over and over again. So it's pulling it from all these sources and showing it to everybody, that's what the book's going to do and then how to weave it all into aspects of your life anyway. So that's- Josh: One of the things and I'm sure you'll talk about it, but will be the balance of those two things. Because it's early on in my very young career of being 27 years old, but it was all about achieve, achieve, achieve, achieve. And there's always my mom's voice in the back of my head, it's like, "Things won't make you happy." "I know mom." Russell: Yes they will. Josh: Yeah. Yes they will. And then you get there. There have been moments in my life where right now in this moment I am completely fulfilled or I'm completely content and it's just like, I don't know what could make my life better. And it's not when I achieved anything, it's not when I did anything. But in that moment, whenever I take a step back and think about that moment, I have very little drive to go achieve anything more. And there's that balance of how do I stay fulfilled and content while also being driven to go achieve. Because for me and this is something I'd wrestled with and talked to Katie about it. And I'm like, "It's either one or the other. I can't be..." And she's like, "There's always another option. There's never black and white." And so balancing the two of those and understanding that. Like you said, they don't go hand in hand. They're separate things, I think it's really important and something that I'm trying to figure out and learn. Russell: So I got frustrated about all the times I achieve something and I'm so frustrated, why do I not feel how I thought I was going to feel and leads to depression or frustration or whatever. But when you start separating these are two different things I can achieve and I want to achieve, but how do I get fulfilled in the journey or separately from it and you start anyway. It's been fascinating and learning so many cool things and it's going to be fun to start sharing with everybody. I'm going to probably start in my podcasts, start dropping more and more things then getting deeper and deeper. More of the thoughts are going be flushed out. That's the weird thing about writing a book too, is initially I'm like, "Here's what I'm going to write." I write an outline of what the book is going to be and I write chapter number one. I was like, "Now this outline makes sense. You write that one" Chapter two. And so it's like, it's this rebuild, rebuild, rebuild. And by the time it's done, hopefully we'll find out. It'll be the perfect thing that's like, here's the frameworks you need. And for example, this whole concept here, there's a chapter that's going to be taking the frameworks from this book and this is going to be the chapter walking people through this concept of faith and fear. This doodle is a rough draft. I just tell you I sent this to you today. I'm like, "This is not the perfect doodle. I saw it. I'm not going to post it down below yet because this is partially done." It's going to be perfect by the time the book's done. I'm still thinking through and trying to get it right. And making it a simple form where I can understand it and hopefully it makes it easy for people to apply. But anyway, it's pretty cool. I think everyone should read a book. I think everybody listening should set that as a goal because when you do, just the act of writing the book will change your board. And I think anyone will understand. And when somebody asks, "What are you doing?" You're like, "I'm writing a book." Josh: That sounds very cool. Russell: There's no much cooler than that. Josh: Yeah. Yeah. For sure. Okay. I know you have a hard cutoff, so I want to be respectful of that here. So I want to end with one question here and that is specifically about reading books. It's interesting. I'm pretty involved in the ClickFunnels world. Those are my people as well too. And so those are the people that follow me and that I interact with and I talk to a lot and it's always interesting when I talk to people about reading versus action. And some people have this... I feel like there's weird thought that if you're a reader, you're not an action taker, which I'm like, "That's not true. That's not how that works." But anyway, for you, if you are early on in your career, early on in you journey of building your business and your funnels and putting everything together. Do you recommend? Going back and thinking of your life, were you a big reader early on? Did you do a lot of reading or were you more action taking and looking back, would you recommend people read more, take more action? What's that balance? Because it's very easy. I know for me, I'm making time to read and then that's all I want to do. I'm like, "This is amazing." And then I'll take action. And so what's that Balance there? And what do you recommend as far as reading versus action? Russell: It's tough because some people read just because you get fulfillment or like there's- Josh: There's a good feeling that comes with reading. Russell: Comes with reading. Josh: For sure. Russell: So- Josh: It's a fake sense of accomplishment. Russell: Yes. So this is my belief. I remember when I first got started, I was reading a lot, I was listening, I was going to seminars. I remember at first it always frustrated because I was learning all this stuff and I was getting it but I had nowhere to use it and I was trying to use it all. That's why I think I launched... I can't remember. A couple of funnels by measure. It was like a 106, 116 or something funnels I launched before ClickFunnels. And that's because every idea that came to me, I was like, "I have to create something." I create this and I create this. I was creating funnel and funnel and coaching program. I joined Dan Kennedy's mastermind and they talked about, "You should have mastermind groups." So at the event I launched a mastermind group. I'm like, "You should have phone sales." We started phone sales and "You should be doing seminars." We launched a seminar. Every idea that came, I launched it. But man, I got a point where I was drowning. Because we had 8,000 things we're doing and nothing really worked. And I remember always feeling guilty because these ideas are coming to me. I'm thinking, "These are gifts from God. These are inspiration. I need to have these things." And it wasn't until... I don't remember when. But somewhere down the line, I realized that, "I don't actually have to take all these different things and do them, but I can understand them." Because I enjoy learning, understanding. So I would take them into my mind and literally put them on a shelf. I remember there's this Dan Kennedy on how to do high ticket, air exclusive program. So when we were listening to it, there's talking about franchise and this. All of a sudden, this is amazing. So I was taking it because I enjoyed the learning of it. And then I was like, "I'm not doing this right now." I'm so stretched thin, but I enjoyed the learning. So I'm flying an airplane, listening to this audio book or whatever. If I'm going to put it over here, I'm just categorizing and I put it over here in my brain. Like, "Hey. If I ever wanted to go back and do that, I know where it's at or at least put over here." So I started learning because I enjoyed learning but I didn't have to implement everything. And I've put things in these different spots. At the same time I had a very clear vision. This is definitive purpose. I had a vision. So I'm trying to execute on something I'm trying to do. So as I'm learning, when something came that crossed my mind I was like, "That's the next step. I could grab it and plug it in and I could use it." If it didn't. I'm like, "That's awesome. Put it right here. Someday I'm going to use that in future." And I talked to… James Friel and I talked about because he has a Trello board. He calls his shiny penny Trello board where anytime you have a great idea- Josh: Yeah. I have one of those. Russell: Instead of trying to implement, he puts it on his Trello boards. Keeps your ideas. I think for most entrepreneurs, every idea is like your baby, like "This is the greatest idea of all time." Josh: Yeah. I have a Trello board called Josh's brain. Russell: Oh awesome. This pre Trello because I remember getting a note card. I had three by five note cards and when I had the ideas, I put them in there, I put them there. And somebody I'm going to come back to this and I get ideas and put them there. I kept putting them there either in a note card or somewhere else. And it's crazy. And I fast forward. Man, I think it's 19 or 20 years, I'm doing this now. So whatever it is. Almost two decades. And it's really cool because when I coach people now and this is my inner circle so I have people in here I'm coaching and someone would appear on stage and they're stuck with a problem and they're frustrated. They're like, "I don't want to do this thing." And all of a sudden out of the back of my mind pops up this thing and it comes into my- Josh: Exactly. Russell: I have this thing. I'm like, "Oh my gosh. Where did that come from?" It's because I learned it. Because I read this book here, I saw this thing over here and all these things. And so I think a lot of times we have to understand that learning is fun. So enjoy it. Don't be like, "I'm not going to read because..." Reading is awesome. Read, learn, do those things, but also understand, what is your mission? Stephen Larson talked about this two funnel hiking lives ago. He called it just-in-time learning. It seems like if you are going to read the book you need... I agree with that except for this is a better pastime than watching movies. So let's read, let's study. But having your path, this is my goal, this is where I'm going to go. If you join my coaching program, we're going to talk about what's the first funnel. That's what we focus on. Don't do anything else, just focus on that. You can learn other things, but categorize them or wait until you're ready. And then as you get pieces right. I need that, I need that and figure out the next steps. I think that's how I would do the yin yang of both of those. Because I'm the same way. I'm learning so many things or study things or I find things are awesome that I'm not going to use but someday there'll be someone I come upon that that nugget is going to be the thing that unlocks something for them and they're going to super grateful. So, anyway. Josh: All right. Well man, thank you. I really appreciate you taking the time to do this. This is so much fun. We could talk for hours, but we do have to wrap it up there. We've got a little something to get to, so thank you man. I appreciate it. Russell: No worries. And hopefully all you guys, two things I want to say. Number one, I'd highly recommend reading this book and read through the lens of this. The first time I didn't know where I was going. So I was all over the place and just freaking out. But look at the lens of Faith and Fear of, I don't want to be a drifter. I want to be somebody spiritually, mentally, and physically free. Look at that and start looking at everything he talks about from this lens and just look at it as protections of you that will be there to get to the spot where you're learn 2% or how to keep yourself from becoming a drifter or if you are drifter shift yourself back. And looking at this, because it's this guide book of all the ways that the devil uses to shift you around. And when you're aware of it, man, it makes it so much more powerful. Josh: And- Russell: This is huge. Josh: The thing that I would say we didn't have time to get to it, but I would say too is understand that it's not... If you're religious, understand that there's probably going to be some things that the devil is like, "You don't need God, you don't need me." Some of the things that are going to be in there, like Russell said, 97% is good, 3% is bad. Don't let that prevent you from understanding the value and the power that's in this book because there is so much good stuff in this. And any single time that I've ever had success at anything when I look back, it follows very closely to the principles that were taught here, so anyway. Russell: That's awesome. And then wait until next March to buy my book. Josh: And I will be the number one affiliate. So hopefully you all can be number two, three, four. That's cool. That's going to be super, super cool. So Russell, thank you so much, man. I appreciate it. Love to do it again for The Book of Mormon or something like that and all right. All right guys, that's it. Russell: Thanks everyone. Josh: As always, hustle, hustle. God bless. Don't be afraid to think different because those of us who think different are going to be the ones who change the world. I love you all. See you soon. Russell: Bye everybody. Josh: See you. Learn more about your ad choices. Visit megaphone.fm/adchoices

Welcome to the second part of a special three episode series! On this episode, Russell and Josh talk about their biggest “take-aways” from the book. Russell talks about a difficult time when Clickfunnels was down and instead of choosing fear and running from the problem, he chose to have faith in his business and fight to make it better. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Russell Brunson: What's up, everybody. This is Russell Brunson. Welcome back to the Marketing Secrets podcast. I hope you enjoyed the first part of my interview with Josh Forti, on Outwitting the Devil. This episode, I'm excited, because we're going to go a little bit deeper. We're going to start talking about some of my stories, and practical applications of how I was able to use this in my past. This story I tell, I wasn't expecting to tell this. I didn't know where he was going to go with the interview questions. We got a little emotional, but I think it was good. So I'm excited to share it with you. I'm a little nervous, but a little excited at the same time. So with that said, we're going to cue up the theme song. When we come back you can listen to episode number two, from the Josh Forti interview, about Outwitting the Devil. Josh Forti: I had a very definitive takeaway from the book. You could read a million times, and keep getting gold nuggets, but what was the thing that stuck out to you, that was the most powerful of it? That caused you to literally go on Instagram, be like, "Yo, everybody read this book right now." Russell: Everyone's in different spots, so I think it's good to read this book for everyone to kind of see where you fit. Anyway, maybe I have a distorted view of myself, but I feel like I'm somebody who acts in definitive purpose. I feel like I act in faith, most of the times. So, I feel like I'm on the side. So the thing that was so powerful for me, if you look in the middle of my thing, there's two columns here, was he started saying, he asked, he's like, "When someone uses definitive purpose, does that mean they're free from you?" He's like, "No." He's like, "As soon as they're using definitive purpose." And he's like, "These are the tools I use to try to get them to become drifters." And I started looking at the list of things he uses to get them to become drifters. And I was like, "Oh my gosh, I see those patterns in my life. I see the things that are pulling me to that side as well." And it became this warning for me of like, "Okay, these are the things to protect yourself from." Because, we're not free, it's not like, I do good things therefore I'm to be good forever. It's like, no, the entire time he's trying to get you to the other side. And so for me, it was interesting. You can see some of these ones I list up here, like the temptations he uses to get someone who is free, to become a drifter. So number one, was flattery. And it was interesting, he said that the way he uses flattery, is in women, he uses vanity, and in men, he uses egotism. And I've seen that so many times in my own personal life, where with your ego and you start reading your own bio, you drink your own Kool-Aid, and you're like, "I'm amazing." And as soon as you do that, it starts shifting you from this state of freedom, to drifters. And I've seen... I've got personal friends who have let ego destroy their families, destroy their businesses, destroy their lives. And I always have fear of that, and I see myself slipping into that often. It's definitely a temptation, it's one of the things for me, that pulls me in, I'm trying to be careful of. It's funny, people always tell me, like, "I feel like you're one of the few guys in the industry that doesn't have a big ego." I'm like, "I have a huge ego." I try to be aware of it. I'm grateful for my wife. One of my buddies told me, he's like, "It wasn't for Colette." He's like, "You'd have the biggest head in the world." She's the one that keeps me focused. Josh: I feel like that's Leo with me too, a hundred percent. A hundred percent. Russell: But I think it was interesting for man, for egotism, and women, he said vanity, which is interesting too. So those are two things there. Next was failure, and he talked about failure from both sides. He said that failure can be something that actually serves you, because you fail, you see what's wrong and you read adjust, but some people go through failure, and then they slip to like, "Okay, this didn't work," and they're out. And you see that a lot. Josh: Well, and that's even here, it's learning from adversity. That's one of the key things, how do you use failure? If you're going to be a drifter, you're going to be like, "Failure. Ew yuck. I'm never going to do it again." versus a successful person. Russell: You see people all the time that fail, are like, "Oh, I tried the thing, and it didn't actually work." It's like, "Okay. It worked for 800 other people, but it didn't work for you. Maybe it was you, maybe the approach was..." It's so interesting where it's like, if... It comes back to, if you've read Jocko's book. Josh: What's Jocko's book? Extreme Ownership. Yeah. Russell: That's the thing, the failure happens, and it's like, "Oh, I going to blame it on them." Boom. Instantly you're a drifter. But if you're like, "It was me, I did it wrong. What am I going to change?" The extreme ownership, that's the shift from failure. Whereas you take extreme ownership, boom, you're staying over here, but, if you don't... And I have a problem all the time. I think something that's happened to my team, or whatever, and I want to point the finger, and it's like, "But I'm the leader of the team." But it's so much easier to point out, than point back in. And so for me, that was the one. Again, another one I noticed, when I had my failures, did I point out or in? Because if I point out, I'm slipping into drifting. Propaganda, bribes, food, sex, all these different things he was using. The food one was interesting, he was talking about, he's like, "When men and women become rich, and they have all these things, I get them through food, when they start eating and get gluttonous. And all of sudden their body gets not healthy, and then it's harder to move." And I'm sure you felt that, when you're not eating healthy, your mind gets cloudy, and all these things, it's very easy to become a drifter. And so, it's just all these tools he's using to try to get you to shift from one another. Those things were... In my time in my life right now, where I was just like, "Okay, cool. I've got walls, I can start protecting myself up. I can become more aware of it." When you're aware of something, it's so much easier to fight it, as opposed to when… Josh: Yeah. And when you're successful too, everything's convenient. And that's one of the things that he brought up in the book too. I noticed in my life, I was thinking back to when I first started, I was like, "Man, I was sleeping on my buddy's couch." For three months, and I worked my butt off, and everything like that. I'm like, "Why do I lack that drive sometimes?" Like, "Why don't I have that anymore?" It's like, "Because life is convenient." Because if I sleep until eight o'clock, or if I don't perform today, my life doesn't change at all. But back then, it did. And so when things become convenient, it's super easy to come back into that drifter mode. Russell: Yeah. A hundred percent. And that's one of the hardest thing. I think, at least for me, when I was growing up, I always thought there's a point where you made it. In fact, I remember this one time, my business was doing well at the time, we had a bunch of employees. I remember hiring this guy to come consult me on something, and he came out, and he's looking at all this stuff. And he's like, "So tell me, when was he felt like... When did you know you made it?" And I was like, "Oh, I..." I'm still freaking out. I don't feel like I made it. And I think, in my life, I always thought there's going to be a point where I'm like, "I made it, or figured the thing out." Or whatever, but I never got there. I feel like the second I do, that's when it's going to start... That's the thing. And so, I think being more aware of that, just like, this is a constant thing and that's okay, but, it's a constant between God and Satan, there's this constant... Every moment is like, each of them are fighting for. It's like, if you give up here, then you slip back over to there. You can't just... There's no neutral ground. Josh: So, I just want to talk about that, because I think one of the biggest... Well, the number one thing, like you said, of a non drifter, is the definitive purpose. And I have noticed that in my life, even recently... Over the past year, year and a half, I've been working with Katie Richardson, you know that, just really getting clear on what the next steps of things are. And my definitive purpose, if you will, when I first started my entrepreneurship journey, was this, "I just don't want to be poor anymore." I go like, "My definitive purpose is to not worry about money, and to get out of debt, and just be free. Then be able to make decisions or whatever." And then I got there, and then there was this next definitive purpose. And they were incremental, almost goals, but not like this overwhelming definitive purpose. And so, going through the process of that, of course, with my brother dying, and that whole shattering of everything. Like for you, you've built ClickFunnels, you have a wildly successful company and people look up to you, and are like, "Oh my gosh, Russell, you're on top of the world. You're amazing. You've made it." At now, you've just said, "Hey, I don't feel like I've made it yet. I still feel like I have a long way to go." How do you... A, has your purpose changed since you started, compared to where you're at now? And B, how do you continue to remind yourself of that purpose? Or how do you find that purpose? When you could do nothing for the rest of your life, and be totally fine. How do you find purpose in that? Russell: I'd be a drifter at that point. Josh: Right, you wouldn't be a drifter. I can just see Russell sitting on the beach. No, actually, I can't even imagine what that would look like, for Russell on the beach for long periods of time. But, what would that look like for you? Or, how do you find that purpose? Russell: So, you asked about if my purpose has changed. So I would say, in my mind, it's two things. There's the people that I've been called to serve has not changed, I feel like I've been called to serve entrepreneurs. Those are my people, those are the people that I'm here... And so for me, it's like, what are all the ways I can help them? So, initially it was like, "Do seminars, write books." That was the first thing, and then it's like, "Oh, we're going to build software." And then it's like, "Oh, we're doing events." And, we kept adding these things on. And so, that was the thing. And so my purpose was like, what are all the things I can do to help an entrepreneur to be more successful? That's my vision. That's my mission. That's my thing. And I feel like now that, again, after I finished the three books, I was like, I feel like that, again, that the trilogy, that's what people need. And then we have Funnel Hacking Live, that's amazing. We have these things in place, all the things there are... they're there. And I think there's things, where there's big updates, we have to company click funnels. There're other things we do to make things better, but for me, it's like, there's not a lot more, again, it's not like I'm going to come out with some magic funnel, I'm like, "God, it changes everything again." Like, it's there. Right? So for me, it's like, "Okay, I'm still called to serve these people. What's the next level of success? What's the next thing I need to do?" And for me, I started looking, like what were the things that I struggled with? And so much of it was not... It was like, I didn't have the tools, I didn't have the information, which is why the last two decades has been focused on that. But, the next thing was like, I had to become someone different, who did I have to become to be successful? I look at so many entrepreneurs who are coming into my world, these people that I'm called to serve, and giving them funnels. Man, they don't believe in themselves, they have horrible identities. They're choosing fear over faith, every single time, and they're not having success. And so, for me, it's like, "Hey, I still have the same people." So-called same.. served the same people. But, what am I... What's the next thing I need to help them with? And if you just look at my book trilogy, the first one was dotcom secrets. It's like, "They need to understand funnels." That was the book. And it was like, "Hey, now I understand funnels." And now everyone's like, "I'm building funnels." But then their funnels weren't working, they weren't converting. And I'm like, "Oh, they don't know how to tell stories, right copy, or..." So, Expert Secrets, I'm like, "Expert Secrets." It's like, "Okay, now they understand that." And I thought I was done. And then I'm like, "Okay. Some people have these funnels that have really good copy, but Facebook shut down their account and they're screwed, or they have no traffic, or whatever." And I'm like, "Oh, my people in the traffic." So, I'm getting traffic, and that was Traffic Secrets book. And so for me, the last year, year and a half, especially, as you know, we've been in this insane environment of insanity… Josh: How do you even describe it? Russell: And I'm watching these people I've been called to serve, melting down, choosing fear in every single direction, over, and over, and over, and over again. I'm seen people who don't have an identity, they don't have beliefs, they don't have rules, they don't have values. And I have all these things they need to actually have the structure, to implement. It is what we talked about. And that's why I started geeking back to this personal moments, and partially because it's for myself, because I'm trying to protect myself and strengthen myself. But for me, Hill doesn't really go deep on anything. If you look at my disc profile, one of my things is I have very, very high... my highest value is ROI. If I don't see return on investment on something, I can't do. That's why I struggled in school, that's why I struggled with so many things. That's why when I started trying to read scriptures again, I struggled with it, until I started a podcast, because now there's return on my investment. I'm going to learn this thing, but I'm going to give it to somebody else. And there's my return on investment, now I can do it, and I feel fulfilled by it. Josh: Which by the way, I'm going to plug, podcast number three is going to be about that. Russell: And the same thing here. So, I started going back through, started reading these things. And for a while it was tough, because I'm reading these things, and for me it's like, what's the return on investment? It's good for me, but, ah, I've been called to serve. It's not just... Again, I talk about this in the new book, we'll talk about it a minute. But in Expert Secrets I talk about growth and contribution. I love growth, because good for me, but I thrive on the contribution. It's me sharing that gets me excited. So I was going through these things, and that's when, probably three or four months ago, is when I was like, "Hey, I'm learning all these principles, these things, I'm doodling all this stuff." I need to have something I'm putting it towards, or else I'm not going to be able to continue the momentum I need to keep doing this, and keep figuring out these things. And so, that's why I started, as you know, on my fourth book, which is not a marketing book. Josh: Yeah. I want to talk about that. Okay. I really do want to go there. However, there's one question I want to ask you first, I want to pull back another layer of Russell, that people... I don't know. Maybe, you've told this story before. I don't know. I don't even know what the story is, I'm about to ask you. So, my number one takeaway from the book, was how much fear controls people. That was my number one thing. And, for me, and this has come through a tremendous amount of mental work, and tremendous amount of personal identity work, over the course of the past 12 to 16 months, of just tears and just facing my own fears and insecurities, and bringing them to light and working through. But, there's not a whole lot of things I'm afraid of. There're very few things where I'm looking at them, I'm like, "Oh my gosh." I just do me, and whatever. Like criticism, it doesn't really bother me, or whatever. But, there's certain instances that come up where I'm like, "Ooh, I'm afraid of failure in that specific scenario, for that specific thing." And I'd be curious to know, for you, as you built ClickFunnels, I'm sure there were moments of fear. And I'm sure there were moments, when this side of things started to creep in, but you worked through that. And so, I'd be curious to know, what was one of the biggest times when you were building ClickFunnels, that you were afraid? And how did you work through that? What's that story? Russell: Oh man. Josh: Because I feel like we hear the marketing version of it. Russell: The highlight reels. Josh: We do, right? And they serve a very specific purpose. And I always laugh when people want to criticize, like, "Russell only tells this part of the story, or whatever" I'm like, "Do you understand why he's doing that?" Like, "Do you understand it's fitting into... It's at Funnel Hacking Live, or it's at this, or whatever." I'm like, "There's a purpose for that." It's not like he's trying to do that, but I want to know the other side of it. I want to know the behind the scenes of, what was that moment where you're like, "This is not worth it. I'm going to shut it all down. Or I'm afraid that I'm not going to be able..." I don't know what the story is. Russell: Yeah, definitely for me, the part that was the hardest, it was the first year of ClickFunnels, we just launched it. And I remember, because when Todd built it he told me, he was like... And in my head, I thought we're going to get 10,000 members month one, that was in my head. And Todd was like, "Okay, well, just so you know, as soon it past 10,000 members, the way I coded it, it's going to have to be different." And I was like, "I don't know that means, but I'm going to get 10,000 members. Right?" So we go and launch it, we don't get 10,000 members, kind of depressed, but we started pursuing this thing, start working towards it. And within about a year we got 10,000 members. And during that time, ClickFunnels started doing weird things, where it would just go down for five minutes, and be back, like, "What just happened?" And like, "Oh, some blah, blah, blah, techie thing happened." And yeah, so they fixed it, like, "Hey, good." And then it goes down, this time it's down 15 minutes, and 15 minutes down.... It's funny, because one minute I'm everyone's hero, they're like, "We love you, Russell. You made our lives so much easier making money." I'm getting the messages, and just feeling the ego, and all the things they're just like... This is amazing. And then it goes down, and I want you to understand, when ClickFunnels would go down, it wasn't like, "Hey, man, it's down." It was like, "I want to kill you." Like, "You owe me $2,000 in ads for my 15 minute window that it's down." Like, "I'm going to sue you." Like death threats, I went from the hero of the day, to, "I want to kill you." And messages coming in are like... And I'm getting things, and Todd's not getting them, because no one knows... He's kind of behind the scenes, and I'm just like, you want to kill me? They're that angry? They want to sue me, they want all these things. And then, publicly posting everywhere, how horrible and how bad.... And the second someone slips, everyone wants to jump up and start throwing daggers at them, it's insane. I seen it happen to so many people. I have friends who I've seen it happen to recently, where it's like, everyone loves until they do something, and then it's just like everyone wants to pounce on- Josh: And half the time, it's not even their fault. Russell: It's crazy, if that's happening. And so, it's happening, we get back up, and then, "Is this is going to work good?" Like, "Yeah, fine." I'm like, "Okay. It's going to be good." So then we plan on that, and then again, it would go good for two, three weeks, then something happened, and it just kept happening. And the longer we go, more members happened, it would more often, it would happen longer. And, it was just horrible. Because I remember one time I was speaking at a Dan... GKC event. And I'm in the hotel room, we just got there, Dave and I were there, we're getting everything ready. And it goes down, we're down for like 30 minutes. I'm freaking out. I'm supposed to be on stage in 30 minutes, or like an hour or something, and it's down, and I messaging and I remember voxing Todd, I'm like, "Hey, it's down again." He messaged back all nice like, "Oh yeah." Like anyways, he was just like, he's like, "Oh yeah, it's down again. We'll work on it." So I messaged back, I was like, "This is happening a lot. Are you sure we're okay? You seem a little nice and calm, you okay?" It's funny, because Todd's super respectful, he doesn't ever swear around me or anything. And he messaged back, and I've never heard Todd scared before. And he messaged back, and he was... I won't repeat what he said, but it was just like, what he said and how he said it, was just like, we're screwed. He said it four or five times in a row, and then he ended. And I was just like- Josh: And you're about to go on stage? Russell: Yeah, and I was like… Josh: Oh my gosh. Russell: And I was just freaking out. I'm like, "I'm about to go on stage, and try and convinced all this audience that I've got the greatest thing in the world. And my partner who built it, is freaking out, and doesn't know how to stabilize this thing. And he's..." I remember just being sick to my stomach, scared, all these fears, all the anxiety, all the inadequacy, all those things. And I remember I'm just freaking out, and then we got it back up, and then Dave's like, "Hey, you're on in like 10 minutes." I'm like, "Oh." So, I do my things, run downstairs and then come on stage. And I was just in my head, and my mind, and my body just freaking out. And, do the presentation, I know the presentation, even if I'm scared, it's going to come out pretty similar, it converted well, people bought it, everyone's excited. I remember afterwards, it was weird, this is one of those weird things, I don't even know who it was. If you're listening, she messaged me, some dude lingered afterwards and he's like, "Um, you okay?" I'm like, "Yeah. Fine. How's it going?" And he's like a chiropractor, but like a “woo-woo” one, were they do energy stuff. And he's like, "Can I adjust you?" And I'm like, "That's weird." He's like, "No, I don't really do normal adjusting, it's this other weird kind." And I was like, "I don't know what's happening. This guy is creeping me." But for some reason, like, "Sure. Whatever." So he takes me in this other room, he starts doing adjusting, he's doing the muscle testing, and all sorts of stuff on me, which I- Josh: Just some random dude? Russell: Yeah. I'd never had that happen before, he was attending the event, so he was there. Josh: Right. Russell: And it was weird, because he starts... He's just like, "You have all this tension here, here, all these things." And he's trying to figure out why. And so, eventually, and again, some people think that that's crazy. You think that's crazy? Nowadays, I don't know, Because- Josh: No. I don't think it's crazy. Russell: Anyway. It's interesting. But, he's doing this muscle testing, and he muscle tests, and he's like, "The thing that you're experiencing right now inside your body, is a reflection of something that happened." I can't remember, it was like 3.6 years ago, or something like that. He's like, "What happened three and a half ago?" "I have no idea." I couldn't remember. And all of a sudden I was like, "Oh my gosh, that was the last time my company collapsed." And we had to... We didn't go through bankruptcy, but had to fire almost a hundred people. We had to shut everything down. It was all this stuff. And he's like, "Your body's experiencing the same things right now, that you experienced at that moment. And that's this tension and these things." Josh: Oh my gosh. Russell: It was crazy. And he did all this stuff to try to release it, and everything. But also I realized, it's like, oh my gosh. My biggest thing is, I built this thing up, people think I'm a hero again, right now. And I remember what happened three and a half years ago, when I lost everything and how much pain, and how much... All these things, the poverty I got, the criticism I got, the ill health I got, the loss of love I got, friends, family, coworkers walking out on me. I wanted to die. I'm over the edge. All my greatest fears came back in that moment, and I'm in this spot, and I don't know how to fix it, because I can't code. I go to college and learn how to code? I don't what to do. Josh: That's the worst, oh man. Russell: The next week… Josh: It's out of your hands. Russell: We're flying to London, to speak in London. They invited my family to come to me. So, my wife and kids were all flying in London, and I told parts of this story before, but we're in the air, everything's good. The kids are having so much fun, they're flying. And we land, we get to London, and there's... In your phones, the chips don't work, so you have to- Josh: Yeah. You got to swap them. Russell: So we're driving around, and finally get our chips in there, and as soon as it does, all of a sudden, my phone was just like... And I don't know what it is, so I'm looking, and there's text messages, there's instant messages, there's voxers, there's all these things, hundreds, I'm not exaggerating, people are like, "A hundred's, probably like 10." No, hundreds and hundreds on every platform, where people sending me death threats, sending me they want to kill me, send me the hate me, send me I'm screwing them over, sending me all that... just this stuff, and I'm looking at my phone, and I'm just like, "I don't even know what happen." So I'm finally trying to get Todd, I got ahold of him, and he's like, "Yeah, we're down. We've been down for four or five hours." He's like, "If we're able to get it back up." And all I remember him saying, if, and not when, and I was just like- Josh: And you're in London. Russell: With my family. Josh: About to speak. Russell: And so, I don't even know. I went back to the hotel room, and we had two hotels conjoining for the kids. I was like, "Hey, I'm going to go in this room for a minute." And I shut the door, and I'm just like, I don't know what to do. We're down. I don't know if we're getting it back up. So, to speak the next day to talk about click funnels. And it was one of the things where I was just in so much fear, I wanted to hide. I just wanted to not say anything. I just wanted to be quiet. Josh: Yeah. Especially as an introvert. Russell: Yeah. Especially and introvert who's got literally hundreds of people telling me how much they hate me. And, I don't know want to do. And this one of those moments where it's just like, the fear and the faith, I wanted to go to fear. That sounds so nice, just to hide and... But I was like, I can't, because this is my life. This is all this stuff we've worked for, for so long. And, in that moment I had impression of, you should go live on Facebook. I'm like, "I don't want to live on Facebook." They're like, "You have to. You have to tell people what's happening." I was like, "What kind of CEO, in the middle of this crash, gets online and like, Hey, our company's down." And put on the happy face, like, "It's okay, because... let me blame the servers." I had a million people I could blame, because it was... Josh: It's not your fault Russell. It's never your fault, right? Russell: So, finally, I was like, "All right." So I just, I told the kids, "I'm going to be on in 15 minutes." So I clicked go, and all of a sudden I'm live. And of course, because it's live, everybody pops in, because they're trying to figure out... Because they all want to kill me. Like, "Russell's here, this is our time." And first it popped up, you start seeing the comments, like, "You're effing killed... You killed my business." Like all these things, and just like, "You owe me, how much money." Like all these things, and I'm just like, "Okay." And instead of doing what I wanted to do, which was blame, point to other people. I was like, "I'm pissed." And I was like, "This is not okay." Like, "My business is down, your business is down. You trusted me. You trusted us. We are not doing this right. This is not acceptable." I'm not like... And I tried my best. In fact, the video's still live, it's on... If you go to my Facebook page, and go to videos and scroll down to year one of click funnels, the video's still live there. Josh: That's crazy. Russell: And, basically I just tried… Josh: Somebody go find it and post in the comments. Seriously. I'd love to see it. Russell: Yeah. And I just posted it, I can't remember if I posted in the ClickFunnels group, or maybe it was in my... Anyway, I remember I found a little while ago to look at it again, I remember watching it, I was just like, "Whoa, that sucked." But I did my best, try to take that. Definitive purposes, this is not okay, this is what we're trying to do. I'm just going to take faith. And it was crazy, because I remember we posted that, while Todd and the team was working their butts off. And luckily through so many miracles, they got everything back up. We had a backup from right, for a hit. We didn't lose anything, other than the eight hours we were down. And we expected the next day that half our members would cancel, everything's going to be gone. And it was crazy how by taking the action of faith, people came in, and instead of being upset, they're like, "You know what, thank you. Thank you for not hiding. Thank you for telling us you're upset. Thank you for understanding this is not acceptable, and not trying to be like, oh, thanks for taking responsibility. And over the next week, we didn't see any... It wasn't like, signups and cancellation, we watched those two numbers all the time, it wasn't a big drop. It was just like... It didn't change. And, after that we made changes, we figured things out, we got things solid and looking stable. And that was the last time we went down for more than a little blip here or there. But that was probably the biggest thing, and I remember just being... Anyway. Josh: That's crazy. Well, I think, that comes back to having a definitive purpose, because you had a goal, you were all in. Because, without that, you throw in the towel, and you say this isn't worth it. If you are not crystal, crystal clear, or at least very, very emotionally attached to that outcome, or to that goal of that definitive purpose of where you're at, you should shut everything down there, and you walk. That's crazy. I've never heard that story before. Russell: I'm sweating reliving it. Thanks for that. Josh: No problem. I'm sure the audience loved it though. Russell: Anyway, it was a scary, scary time in between those two things happening back to back. And like I said, and then we started working towards it, and man, Todd and Ryan, and all the people on our team who went and who figured out the problems, and solidified things, and brought in the right people. It's crazy, because people with click funnels are like, "You should know how to not go down." It's like, "You don't understand. At that point, we went from a bunch of entrepreneurs trying to make something, to like, at that point we were like the 300th most visited website in the world." And there's not many people on this planet who know how to handle the database architecture behind that. We didn't know how to do it, and so we're trying to find people. We literally hired people who, they're charging 10 grand an hour to do database administration. So, you hire them, like, "Okay, here's 20 grand. You get two hours to look." So they log in and look around, like, "Here's all the mistakes." And then they go back, and go try to fix them. Then like, "Hey, here's another 10 grand, another hour." Like that's the people who like ran eBay and Amazon. Those are people you have to hire to come and look at these problems, because they're not problems that most people deal with. And if you think about it, we tell you we have 120,000 members, that's true. That's 120,000 people's websites, most of them more than one, most of them 10, 20, 50, a hundred. There's... I don't know, quarter million, half a million websites running all on our servers. No one knows that stuff. Josh: Brad, how many do we have? How many? Brad's over here they already probably got 50, just there. No, we'll run it through. Russell: These are problems, not normal problems most people know how to solve. We don't know how to solve them. So it's like, "How do we do that?" Every level there's new level of stress and problems, and things that they keep coming up, that you just... If you don't have that definitive purpose, and that dream, and that vision, that thing, there's so many things pulling you off the path. There's a million things trying to pull you to become a drifter, from flattery, to failure, to propaganda, bribes, to... All these things are trying to do that, the world's stacked against you. In fact, according the book, 98% of people are there. Josh: Yeah 98%. That's crazy. Russell: So, first off, it comes back to, if you want to shift yourself back, the very first thing is, come back to very first questions, like, "Am I doing this decision based on faith or fear?" That's the transition point, it's not like, "Okay I got to fix all this crap. And I got to..." No, it's like, come back to the very beginning, and if you start shifting your decision making process, to like, "I'm scared." You can still be scared, you still have fear. I still have fear all the time, I'm sure you do too. I'm like, "Do I do that?" But, you don't act in fear, you act in faith. Like, "Okay, I could lose everything, I could be criticized. I could, I could, I could..." But, this is my definitive purpose, this is my vision, this is where I have to go. Therefore, I will act in faith, regardless of these things that they happen. I have to be okay with the worst case scenario. I have to be okay, that if I screw up people are going criticize me, or else I'm not going to be able to move forward in faith. And that's the conundrum. That's where you have to get thick skin, and be okay with these things. And I think for me, I've tried it, I spend time consciously thinking about each of these. Like you talked about death, you don't fear death, for me, for a big part of my life I did fear death. And there's parts of me... I'm thinking about it today, if I was to die, I wouldn't be scared of death, I'd be scared of my kids not having a dad. But, the thing, the belief that I have, and the new book goes deep into these kinds of things, that I'm real excited to share. But, my belief about death, we have to have beliefs, and values, and rules around all these kind of things. But my belief about death is, I strongly, strongly, strongly believe that none of us will live on this planet one second longer or shorter than God wants us to. I believe that to my core soul. So, because I'm okay with that... Because, it's not like all of a sudden accidentally I'm going to catch something and I'm going to die, and then God's like, "Oh crap, I missed that one." That's not going to happen. There's plans, there's purpose, there's things that are happening, and I have that as a belief. Maybe it's not true, but it's my belief. Therefore, because I believe that, I'm not scared of death. If it happens, that sucks, and be horrible for my kids, but, again, it's part of the plan, therefore I'm not afraid of death, because of that. Josh: Yeah. And I had never really even thought about death, until my brother obviously passed away. Russell: You came face to face with it… Josh: Yeah. Like, "Holy cow. Freak accident, helicopter crash, over in Kenya." It's like, "What the heck?" And, I flew around the world trying to figure out what I believe, and what I thought. And the conclusion, I don't know if it's a conclusion, but the belief that I have about death, is I'm like, "All right, when I die, that's when my life starts." I'm like, "Okay, cool." Like I'm, this is what I say? It's a whisper in the wind, like it's a flash in the pan. Life is, we're here, and we're given these choices. And God's like, "All right, here, you got your 80 or 90 years on life. And you get a choice, you can either choose to accept me, or reject me." And then eternity starts, or doesn't start, it always is. For me, I'm like, "Sweet." And coupled with, or partnered with, what you said of like, "I don't think God makes mistakes." So if I die, even if it's a dumb, stupid decision that I made that led to that, it's not like God didn't factor in my stupidity. And so, because I know that, it's confidence. Yeah. Learn more about your ad choices. Visit megaphone.fm/adchoices

Welcome to the first part of a special three episode series! On this episode, Russell and Josh start talking about the book “Outwitting The Devil” by Napoleon Hill. They discuss some of the background of how this book was published, and then go into detail about the premise and the lessons that it teaches. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets podcast. So I told you guys a couple episodes ago, I told you about one of my new favorite books, which is Outwitting the Devil by Napoleon Hill. I told you a little bit about the book and why you should read it. I told you I was doing a podcast interview with Josh Forti where he was going to ask me a bunch of questions about the book. We did that and it was really, really fun, and so I'm going to actually... I want to stream that interview to you guys over the next three episodes here on the podcast, and it's fun. The interview went way different than I thought it was going to go, and so I think you're going to enjoy it. The first part we talked about the book and the story behind it, and the breaking down the doodle and explanation, and the difference between faith and fear, some of the basic stuff. The second episode, we start talking about my biggest takeaways from the book and why personal development is important, and then Josh start asking questions about a time in my life when I used faith over fear and stuff like that. The story that came out, most people probably haven't heard this about ClickFunnels crashing and a bunch of other stuff, and so that episode two is going to be really fun for you guys. I'm excited, and episode number three is about my next book, so that was what the interview was about. It was really fun. It was a little over an hour long, and so we decided to break it up into three episodes for you guys, and so that's the game plan. So this is episode one of The Outwitting the Devil interview with Josh Forti, one of three. So when the theme song comes back, we'll cue that up. You'll have a chance to listen to the first one. Make sure you listen to all three episodes over the next week or so because I think you're going to enjoy it. The first one is really cool because you understanding why I'm so excited about this book, the biggest takeaways, but then some practical application, episode two and then episode three, we'll talk about the new book, why, what we're talking about, and a bunch of other cool stuff. So I'm excited. With that said, we’ll queue up the theme song. When we come back we'll jump into the first part of my interview with Josh Forti. Josh Forti: What's up, everybody! Russell: We're back. We're back. Josh: We are back. Russell: Four months, we're back. Josh: We're back. We're back guys. What is up? Welcome back to another episode of Think Different Theory, I'm going to claim this one, episode of Think Different Theory. Russell: And I'll probably also use it on the Marketing Secrets podcast; we'll use it for both. Josh: That's perfect, a dual episode. Guys. We are back. We were supposed to do this last week, but Russell's- Russell: Circumstances didn't allow it. Josh: Yeah. Russell was in a bad mood. So we have to do this, but guys, welcome back today. I'm really, really excited because we are discussing- Russell: One of my new favorite books. Josh: One of your new favorite books, Outwitting the Devil, which you recommended to everybody, the whole world, what? Like three months ago, four months ago. Something like that. Russell: Yeah. I'm shocked when people read it. If you haven't yet, go buy it on Amazon. There's two versions. I got to share this real quick. He'll share that while I'll tell you guys about this. Josh: Perfect. Russell: There's two versions of it. This one's got Sharon Lechter's notes, one doesn't. I'd get the one with Sharon Lechter's notes and oh, I talk to the camera here. Hey, what's up camera. And also you get the audio book. It's awesome. Because in an audio book, you can actually hear the two voices and one voice is the devil. One's Napoleon Hill. And it's amazing. Should I tell the story about the books? Josh: Okay. So actually I want to do that. I actually want to do this because how I want to open this up is, I want to take it back. Kind of take a step back because you've built Clickfunnels and now I feel like you've gone into kind of this new stage. You start reading a bunch of books and then you like geek out on Atlas Shrugged, and then you geek out on the next thing now we're at this book. So back us up, how did you find this book? Where did it come about? And then let's dive into it because I feel like context is important. Russell: Yeah. So, man, a lot of things. So obviously those who've read any of my books. I feel like I'm done. I wrote all the marketing books, I'm out of secrets. That's it. Trilogy is done. Work is finished. It's over. Josh: Guys, we're done with Russell forever. Russell: But then for me it's like, I don't know. I think in any area of life there's a point where you get mastery and it gets harder and harder to find new things. So there's all these incremental things, but there's not a whole bunch of new stuff I can discover, like oh my gosh, ah, freak out. Josh: Right, something about marketing you've never seen before. Russell: Yeah, so it's harder. And so for me, I'm a learner. I'm always pursuing education ideas and things. And so I started just kind of re geeking out on personal development stuff just because I miss it. I'm trying to think about things in my life. And so I was going through a bunch of different things and rereading a bunch of books I read back a decade ago, like Think and Grow Rich. Which by the way, that's kind of ... This Is the first edition printed Think and Grow Rich. Russell: Josh knows I'm kind of a geek with old books. You guys will see why more in about 18 months from now. We're doing some cool things, but this is first edition Think and Grow Rich. Think and Grow Rich was written by Napoleon Hill in 1937. It's the most, outside of the Bible, it's the highest personal development book ever sold. And it's really, really good. And so I was reading that again and then people kept tell me about this other book. And there's a lot of books. Right here, this is Think and Grow Rich, this is the Laws of Success. I'm trying to acquire a first edition Laws of Success, which is, I was telling you it's insane, expensive. Josh: It's crazy expensive. But Russell's over here, geeking out on all the books. Russell: I love old books. Josh: Actually a side note on that guys, the very first time ... So this is back at, I think it was the first or second offer. I can't remember mind lab mind, the big one. Offer mind you spoke at it and you were coming off stage. And I walked out and it was you and Dave and I like ran up to you as you were getting on the elevator. Do you remember this? Russell: Yes I do. Josh: And remember I was like Russell. And I didn't know you hardly at all this time. We kind of knew, basically, we had had some interactions. I was like, I'm trying to dream 100 you, what's a good gift? And you're like old books. Ding, the elevator door shuts. You're on the elevator, I'm off the elevator. And I was like, all right, that's all I have to go on. Russell: And you sent me some amazing old books. Josh: Yeah. Russell: So, very very cool. Josh: Yeah. Russell: Yeah. And so I just, again, I'm kind of going back through and I'm relearning from Tony again and from other people and stuff like that. But then this book keeps coming up and for some reason the title didn't grab me. I was like, Outwitting the Devil, it sounds stupid. I didn't want to read it. It never even crossed my mind as a book I was going to read. It's not something that I would really care about. And then one day I downloaded it on Audible. I download almost all the books I buy physical copies of- Josh: A hundred percent. Russell: I do it Audible too just in case. And I'm one of those kind of people that when I'm in a mood for something, that's why when I travel, it drives my wife crazy. I'll bring a backpack with like 40 books. I don't know what mood I'm going to be in. Russell: And she's like, why don't you bring a Kindle? I'm like, because like paper and I wanted to be able to hold it and see where the bookmarks at. Josh: Yeah, yeah. Russell: And the same thing is true with Audible. So I just download all the Audible just in case. And so one day I was working out, I was trying, anyway. This is a longer story, but I was trying to buy success.com at the time, it ended up falling through. I didn't get it. But Napoleon Hill was actually one of the original, he wrote for success in 1980. In fact, hold, this is kind of cool. This is Napoleon Hill's, he started a magazine. He actually talks about it in Outwitting The Devil. So he started a magazine called Hill's Golden Rule. This is one of the original, this one is from 1919. But anyway, he was also an author in the original Success Magazines back in 1800, I have a whole bunch of copies, actually 1800's and Napoleon Hill's articles in Success Magazine. Josh: Dang, that's so cool. Oh my gosh. Russell: So I had just gotten some of these things. And then one morning I was working out and I was looking at my playlist and Outwitting the Devil popped up. And for some reason I was like, all right. So I clicked it and it start talking about this magazine, talked about Hills Golden Rule, talked about Success Magazine, which I was trying to acquire the time and all these things. I was just like, oh my gosh. And so the very beginning he tells the story, he's kind of telling the story, I don't really know what I was going to go. He's telling this story about his life. And then all of a sudden transitions to this conversation is happening with the devil. Russell: And as you know, you've read it. Josh: It's so good. Russell: It's just like, I started getting like, oh my gosh. Why did nobody tell me about this before this is ... Let me put in perspective, I've read a lot of personal development books. I love Think and Grow Rich. This is so much better than Think and Grow Rich. Josh: It is, I agree with that. Russell: And, do you want me to tell the story behind or do you want to tell? What's the... Josh: Full behind... Russell: Just what the book is, where it came from. This is an amazing story. Josh: I just want to pass it over to you because I have questions about it. So I want to kind of hear things from your perspective here on this thing. I think a lot of people do as well. It's funny though, because when you put this on, gosh, I kind of picked up reading halfway through last year. I made a public declaration when I graduated from high school, I literally, I bought a pickup truck. Russell: I don't read anymore. Josh: And I put down the tailgate, I got up there, I stood up, I held my arms there and I literally yelled audibly out loud. I will never read another book ever again, outside of the Bible. Literally I was so done with reading my mom made us do all this reading in high school. Right. I was like, I'm so done. And thankfully that's not the case. Russell: Do you know what that reminds me of? I got done wrestling my senior year in college and after my last match. I've publicly said I will never run again. And then I gained 60 pounds, now I run. Josh: And now you run. Yeah. Russell: We had a similar experience. We were like- Josh: We'll never do that again. But six months into last year I started picking up reading more or whatever. And actually I've been averaging three books a month this year, which is freaking awesome. But, I'm halfway through. I can't remember what book it was. I see on your Instagram story. And you're like, everybody read this book. Russell: Every chapter, it was like, oh my gosh. Josh: Right. So I immediately go and buy it. And as soon as I finished the next book, I read the whole thing. And I think I read it in two sittings, right? Like the whole day I was like, oh my gosh, this is so good. So I do. I want you to kind of break it down for those people out there that don't know what it is. It is a story of Napoleon Hill interviewing the devil essentially. So I have a lot of questions just after you kind of explain the context of it all, but why don't you just kind of give people some context around what that is. Russell: By the way I spent last little while trying to take the entire book and put it into a framework like I do. So that's what this is back here, we'll talk about this. And some of the things… Josh: We have this here too. Russell: That hopefully serve as a framework for you guys. If you decided to read, here's some stuff to help. But, okay. Russell: So there's the story. So Think and Grow Rich was published in 1937, the next year. And if you've read Think and Grow Rich, there's times in here where he's like having conversations, people would pass away. People died, he's thinking about them and having these, in his head, these conversations that they come into the book. So it's pretty cool. So in 1937, 1938 he writes the manuscript for Outwitting the Devil. Josh: Yep. Russell: And so it's a year later. And the premise of this is literally, he talks about, I don't know if this is a little interview or if this was a physical, just something in my head, but this is the conversation I had with the devil. Josh: Yeah. Russell: And it's less of just an interview, but more like he's putting the devil on trial. He's on trial and he's like, you have to answer my questions. These are my questions. Josh: And the during this time, the devil, I can't remember how he explained it in the book, but the devil is forced to have to tell the truth 100% of the time. So any question that he asked him, he cannot lie. He has to be able to tell the truth. And that's one of the questions in there is he even says, it doesn't matter if you're religious or not. It doesn't matter whether you think it's a metaphor or whether you think he actually sat down and interviewed the devil. No matter what it was, the principles still reign true. Which is why I love the book. And you basically take that element out of it. Don't let that belief get in your way, still read the book. So, yeah. And 1938 is when he wrote the book, but didn't get published in 1938. Russell: Yeah. So imagine, this is one of the coolest stories ever. So 1938, he writes the book and in the book, he actually talks about the devil's like, if you ever publish this, it'll destroy your life, it will destroy your family it will destroy everything, because all the people fighting against this are going to destroy you. And so he finishes this book a year after Think and Grow Rich, has the manuscript. And he's so scared. He never actually publishes it. So he ends up dying. I think in '78, I believe. He passes away. His wife, second person gets the manuscript. She reads it. And she's like, I'm not publishing this. Josh: Yeah. Russell: She refuses to publish it. Later, she passes away. Napoleon Hill foundation gets the book. It gets to them, they read it and they're like, oh my gosh, this is probably the best thing he's ever written. Russell: And then they actually contacted, this is cool. I talked to Sharon Lechter last week. So I called Sharon Lechter. She's right here. Says- Josh: No way. That's awesome. Russell: Right here. Sharon Lechter. So she was probably the fourth person to ever read the manuscript. They sent it to her, what do you think we should do with this. So she says she got it. She sat down and she was reading it. And she's like, this is one of the greatest things ever published. If you don't know Sharon Lechter. She was the one who helped with all of the Rich Dad, Poor Dad books. She was the CEO of the company for a long time. She helped build the biggest financial education company on the planet. And now she's coming over here to this mission and she takes his book and she's the one who takes it, gets the manuscript ready for print. Inside of here's got her notes, which is kind of cool. Her notes taking it from, it was published back in, the last big crash what were the two- Josh: Eight, yeah. Russell: 2008. So she's sharing things in here and how they relate back then, which is kind of cool. But anyway, so she published it. Josh: And it's in the audio book as well, she kind of goes through and comments. Russell: She jumps in. Josh: There's a devil's voice. And then there's Napoleon Hill's voice. And then there's her kind of commenting, which is actually kind of cool through the thing. Russell: Yeah. Josh: Yeah. Russell: It is kind of cool to make it natural or make it kind of tied to the time. But I think even nowadays, a decade later, whatever, it's even more- Josh: Well. Russell: Applicable. Josh: And that's, what's crazy is you read the book and if you didn't know that it was written back in 1938, you'd be like, oh, he's totally talking about right now. Russell: Yeah. Josh: You have no clue he's talking about- Russell: Because some of the references he's talking about Hitler and Mussolini. All of these people and we're like, okay, well, the dictators nowadays are different, but that was who- Josh: Right. Russell: The things that were happening. Josh: Yeah. Russell: Right then in time. Josh: Yeah. Yeah. And just the craziness of fear and economic turmoil and depression. I'm like, huh. Sounds like where we're at now. So anyway. Russell: So that's, the cool story about it. It's just this book that this manuscript has been lost for generations from literally the best personal development author of our time. Josh: Yeah. Russell: And to bring it back. I was just visualizing myself as Sharon Lechter reading that original. Can you imagine just reading the manuscript and be- Josh: Being the first part of the third or fourth person to ever read it? Russell: So insanely cool. So anyway, that's kind of the backstory and then you get into it and it's fascinating. So that's the story behind the book. Josh: That's why you guys have to read it, how cool is that? Yeah, it's super, super cool. And kind of what I'd love to do, I want you to go through, because I think this is important. For the sake of time, I mean, we could probably talk for four or five or six hours on this book. But for the sake of time, the time constraints, I think this summarizes the book super well. Josh: And so I'd love to go through the book. I'd love to see your interpretation of the framework and kind of explain it. And then, it's funny because whenever I go through personal development books, you see everything through the world of funnels and marketing and things like that. I cannot read a personal development book without looking at whether or not the fundamental principles of it are true or what they align with. Right. So they align with Christianity or Atheism or whatnot. So I have questions about, because I'm a huge fan of the book. You're a huge fan of the book. Right. But there's some certain things in here that he talks about that I have questions that I'd love to know your opinion on. So I think if we go through and kind of talk through the overall context of the book here and then kind of pivot towards that towards the end, I think that would be awesome. Russell: Well, one thing to just kind of address that before we get too deep into it. Because I know a lot of people have this fear of reading, anything of what if I don't believe it. Well, I'm not this belief therefore, I can't. And I'm such a big believer in there's truth in most things, I think there's truth in all things. And I can read something and be like, oh my gosh, 97% of this, I believe spot on. 3% I don't really agree with, but I can still appreciate the 97% and love it and enjoy it and be grateful for it. In fact, I do the same thing in my personal relationships, I can talk to somebody I don't agree 100% with. And I still like them afterwards, which is something I think our world needs to learn how to do better. But. Josh: Yeah, even if you lose Bitcoin bets. Russell: Hey, now. Let’s talk about frameworks… That's 3% of him I can’t stand right now. Anyway, okay. So the way my mind works, when I read it ... So I read the book first time and I was just in this whirlwind of, oh my gosh, there's so many things. And I was re listening today as I was working out, trying to ... This is a framework, but there's so many levels and layers and things go deeper and deeper and deeper. So the first time I listened to it, I was just kind of overwhelmed because there's so much good stuff. Russell: And the second time I was going through it, I was like, okay, if I was trying to doodle this to explain to somebody what's the overarching- Josh: Yeah, what's the promise of the book? Russell: The framework. Josh: Yeah. Russell: That's just kind of the way if you've read any of my books, that's how my brain works. I read like 30 books and from there I'm like, okay, this is what I think they're saying. So this is kind of the premise. I'll walk up to the board and kind of show you guys this. But the basic concept is all of us, me, you, anybody. Right. We have a decision comes to us and we've got two choices every single time. And that's kind of where this whole thing starts from. So should I go over there? Josh: Yeah. Yeah. You take my mic too. Russell: Okay, I'm taking mic. So I know you guys can't see this perfectly and this is going to be the words they're all small, so I'll kind of talk through it and hopefully that'll work. So here's me or you. And this is us and we have decisions come to us. They come to us. Am I audio right here? Can you hear it? Cool. So we have decisions all the time. So the biggest thing is, if something comes to us, we can make decisions based on one or two things. Right. We're either making decision based on faith or based on fear. That's it, those are the two things. And obviously, especially in the last year, we've noticed, I think that this has been amplified. Where do most of us make our decisions? I think the way you'll find is that people traditionally make their decisions one way or the other. Russell: Either they make all their decisions towards fear, or all of them towards faith. And so that's something start thinking about personally yourself, as I start thinking about when I'm making decisions, am I doing them through fear or through faith? And I feel like people, not a hundred percent, I think you tend to favor one of these. And it's important because when you start understanding Satan, how the devil is using these as tools, it starts helping you think, I got to start making my decisions differently or else I'm doing what he wants. So I'm going to start on the fear side. So his initial goal is to get people to make decisions based on fear. If he can get that, you become what he calls the drifter. So drift or somebody who's drifting through life- Josh: I'm going to stop you really quick. Russell: Yeah. Josh: Really quick. I'm just going to take my mic back really quick. I think one of the things I want to just cover here really quick, is kind of the premise of how this, even before we dive into this, how this came about. Because in the book, basically Napoleon Hill asks the devil. He's like, Hey, listen, I want to understand what you, as the devil are doing to try to control people. Because in the book, one of the things that he claims, and I guess you have it up here, the 98%. Is that the devil controls 98% of people on the earth by getting them to do drifting, which we'll talk about here in a second. Right? And so the whole premise of this book is basically Napoleon Hill is interviewing the devil and getting the devil to explain how the laws of the universe work and basically how the devil is using those laws of the universe to pull people towards him. And then he also draws contrast of that, of how God uses them to draw people towards God. And so it's basically understanding the laws of success, the laws of the universe, how they work and it's, what is it? The secrets of freedom and success. So if you understand he's asking questions with the specific intention of trying to figure out how the world works, how the devil is using those, and then how we can use those things to ultimately have success if we can figure out how they work. Is that? Russell: Perfect. Josh: Good. Yeah. Russell: Cool. Thank you for adding that. That was awesome pre-frame and I think that ... Hope that works. When you understand that it's like, that is this that's the war we're in every single day, right? I mean, it's every movie. Right and wrong, good and evil. Right? That's the fight. Right? And so the devil here is showing, this is my playbook. This is how I get people to come to my side. And so his side, he calls them drifters. Drifters, people who are drifting through life. They're not ambitious, not doing anything. There's kind of there. And when you're a drifter, he controls you. And he said, 98% of the population he controls by getting them to drift. The first thing does that by initially, decision comes, you act in faith or act in fear. If you act in fear, you are moving down towards being a drifter, okay. Now he starts going through what are the most effective ... Ugh, so good. So many good things. But so he said, how does he get people to act towards fear? So he's like, these are my six tools. I have six tools. Off camera: Are we good on volume? Russell: Is the volume good? Do I need to yell louder? Okay. These are the six tools, the most effective tools I use. I have to get people to act towards. So the first one is poverty. If you can get them to fear poverty, oh, if I do the thing I might could be poor. Then I'm going to be fearful instead of having faith. And, I don't care if I'm poor, I'm going to go for it. Right. So he gets people to fear through poverty. Through criticism. How many of you guys have had a decision to make, and you have fear. Oh, what if people criticize me? That's one of his tools, right? Health. Ah, I don't know if I can do that. Because I'm not healthy enough. Loss of love, old age and death. So those are the six most effective fears that the devil uses that get you to take fear over faith. And he said of those six, the two most powerful are poverty and death. He can get you to be scared of, I'm going to lose all my money. I'm going to be broke. Or, oh, if I do that, I might die. Or, I might not... Those things. Those are the two most powerful tools. So that was really fascinating for me. I look to that because I have so many times in my life when I have decisions, I am scared of criticism or I'm scared of loss of love or whatever those things might be, right. Entrepreneurship. How many times you trying to gamble everything. If you're scared of poverty, right? Then it's like, ah. In fact, I have entrepreneurs all the time. This is a conversation I have way more often than you would think where they're coming to me. And they built the business to a certain point and they're stuck and they're so scared. And the thing that I always had to come back to them, what's the worst case scenario? Because there's a spot where they're so fearful. They can't act and they can't make decisions. They can't do anything. And they just are frozen and they start shrinking right there. You see them going from people who have the presence to be able to take action. Do things. These people are stuck and frozen. And I literally, my conversation I have over and over and over again, it's like, well, what's the worst case scenario. Because if you're not okay with the worst case scenario with poverty, with death, these things. If you're not okay with those, there's no way you're going to have faith to move forward. You have to break yourself of the worst case scenario. And so I see this in my own life. I see it in so many entrepreneurs, coach, I see this as the cycle for them getting to fear. So everyone take a personal reflection. Which one are the ones that you're most afraid of, is it poverty, criticism, ill health, loss of love, old age or death. Josh: And I'm actually just going to stand up here. Because I think it'll be easier. And one of the things that... So what he's trying to do is he's trying to use one of these six things to get you to become a drifter. Ooh, we just moved the screen. That's the key thing. And I'm looking at this camera here. Okay. That's the key thing that he's trying to get you to do is the devil wants you to become a drifter because if the opposite of being drifting is, and it's the characteristics of a non drifter over here, is you have definitive purpose. You have mastery over self, you have a learning from adversity, controlling environmental influence, time, positive thoughts over time. And then thinking through plans before you act on them. So if you have those things, that's the opposite of being a drifter. If he can get you to drift, then you don't have definitive purpose, then you're not actually going after anything. Then you're not going to be able to have control over it. And then he has control over you. And that's the comparison that he keeps drawing in the book, right? If he can get you to drift, then he has control over you. But if you're not a drifter, then guess what? Then he doesn't have power over you. And then you're ultimately going to have success and freedom in life. And so, these are the things that he lays out in the book and it's like, okay, look, if you choose to be a free thinker, if you choose to be someone who is like, this is what we're all about. Has control of your mind. You're going to come into this spiritual, mental, and physical freedom category versus the drifter category. Russell: Yeah. It's amazing. And yeah, I think what... In fact, I almost called this column here, definitive purpose. Because it's so in fact if you read Think and Grow Rich, he talks to the whole chapter about definitive purpose. People who say, this is the thing I want going to go through it. I'm at a definitive purpose. No matter what happens, no matter what obstacles, trials I'm going to go get the thing that's definitive purpose, right? Again, that's the big premise of Think and Grow Rich. And here he comes back to it. Again, I almost made the title of this, but it's not- Josh: I think it fits better. Russell: It does. But it's not an opposite, where this is freedom versus drifting is the opposites. And this is what it actually says in the book. Josh: If we just summarized it as one word drifters versus freedom. Russell: Yeah, yeah. Spiritual and physical freedom. Yeah, because freedom of mind, this whole thing is he trying to control the mind if you control your mind, you win. Josh: Yeah. Russell: And so, yeah. The definitive purpose, that's the number one characteristic of a non drifter is definitive purpose. Right? So, you're coming here. I'm an act. And you're like, oh, I got fear. I got fear. What if, what if, what if they criticize me? And you don't act. Where here you're like I've got definitive purpose. This is my mission. This is the goal. I don't care what happens. I'm going to go for it and you just go for it. And that's where you're acting in faith. I don't know the path. I don't know where I'm going, but I believe in my skillset, I believe in my mission. I believe in my calling. I'm going to go and you start moving and eventually you show up and you end up over here. Josh: Yeah. Russell: So anyway, and then these other ones are all amazing. We can go deeper, but. Josh: Yeah, we can go deeper. And I think we can hold this. This is the same thing. Right? Russell: Okay. Josh: So we can hold up there? Russell: All right. Josh: And that way we can get kind of back to poor Brandon's over there. Brandon's over there like, yeah. Russell: You're ruining my mic. Josh: Yeah. So one of the things I want to dive deep down in on this is specifically on here, you have this thing called hypnotic rhythm. And if I were to do this, as an overview, it's basically, there's a human and then there's the devil. And then there's God, this is basically how he describes it in the book. Right. There's the devil and there's God. And there's the human and the human is going through life and there's the devil pulling for him and there's God pulling for him. Right. And then that person has the choice. Russell: It's like two angels, devil on your shoulder Josh: Yeah, pretty much. Right. And then you have the choice to either choose faith or choose fear, which is why, one of the things that I've been so adamantly kind of fighting right now is, don't live in fear. Why is anybody fearful of anything? And I know that's easy for me to say, because I'm not afraid of death. Right. And that's literally one of the top things that he uses to control the mind. Right. And you look around the world today and everyone's so afraid of dying or it's like, who cares? Whatever. I know where I'm going when I die. But, that's one of the things that I've been fighting so strongly. So, I have a fear and I become a drifter or I have faith and I become someone with definitive purpose and I have freedom ultimately in my life. But there's this thing underneath that is kind of the core crux of what ultimately keeps us there. And it's, I actually have notes on it, but it's this thing called hypnotic rhythm. Russell: It was interesting because he talks about hypnotic rhythm after he talks about drifters. And he's like my goal is to get them into hypnotic rhythm. He says that if you go from routines to habits you have, it's going to be habitual. And they're habitual, they become hypnotic rhythm where you're stuck in this cycle. And he says is that how you control the drifters. That's how the universe controls everything. Josh: Yeah. Russell: Positive and negative. That's why, if you look at the bottom here, it's got the little whirlpool at the bottom for hypnotic rhythm. It's the same thing. So if you have good habits and you're doing things, do you get a spot where eventually it's a pattern that you're just stuck in. It's easier to stay in the 2%. If you're in the 98%, it's easier to stay there too. Hypnotic rhythm serves all things. Josh: And that's the thing I think is so interesting about it is the way that he explains it is hypnotic rhythm is the thing that keeps the world in harmony. Right? And one of the quotes out of the book that I wrote down is nature, which in this particular case he's talking about nature in the form of hypnotic rhythm. "Nature is not interested in morals, as such she is not interested in right or wrong. She is not interested in justice or injustice. She's interested only in forcing everything to express action according to its nature." Right? So when you go into hypnotic rhythm, either positively or negatively, you get into the rhythm of nature, right. And nature is interested. And if you look at it purely from an objective standpoint, he's saying that nature is only interested in making the thing, the object, in this case you do what has been designed to do. So if you're choosing to be in hypnotic rhythm in the spiritual freedom side of things, nature is going to keep you in that. And that's why, it's almost rewiring your whole brain and your whole life for success. It's why successful people continue to have success. And it's why non-successful people do not have success. And I think understanding that and understanding that hypnotic rhythm is, I almost like to think of it as the subconscious mind. Right? Once your subconscious mind goes into the hypnotic rhythm to just do the same thing over and over and over again, it's very, very difficult to escape that. Russell: Yeah. And you see it happen in your life all the time. There's times in my life, when I was wrestling where I had so many routines, so many things where that structure in my life was just, it happens on autopilot because that was what I did. Right. And so it was perfect. I didn't have to everyday figure out, how am I going to be successful? How am I going to have definitive purpose? It become part of me. Right. Josh: Yeah. Russell: It’s something in business, or other parts. I think that it's true. We get these patterns, these ruts, these things, wherever it is. Either positively or negatively, but that's the hypnotic rhythm where that's the goal is to get in those. But in the positive side, not negative side. Because you see it's a downward spiral. Josh: Yeah. Russell: Right. Upward spiral positively or downward spiral negatively. But if you get into hypnotic rhythm, that's the thing that keeps you in that spot. Josh: Yeah. Russell: Does that make sense? Josh: Yeah. Learn more about your ad choices. Visit megaphone.fm/adchoices

Here’s a trick to help you get more stuff done. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets podcast. Today, I am streaming from you, from the top of Boise. Literally, I'm in the penthouse looking over Boise. And this is where I come when I am writing. And I don't know about you, but when I have big projects, sometimes my mind tries to do everything possible to make sure I don't do the thing. And so, I want to talk about that today, what I'm doing, some of my thoughts and some of my struggles. And hopefully it'll make you guys realize that you're probably just like me. All right. Hopefully this helps get you guys to get more stuff done. And with that said, we'll cue the theme song and then I'll be right back. All right. So, the last time I was doing this, I was in this penthouse. I was writing the Traffic Secrets book, which is crazy. And I would come up here for multiple days at a time. I'd lock myself in here and I would just write like crazy. And right now, I'm finding myself under similar deadlines. I thought with this book, I was going to have one more time. So, those who already know, I'm writing book number four. This is my first personal development book ever. I'm really excited for it. It's everything I've learned in the last 20 years put into doodles. So, if you like my doodles, hopefully it'll help make all these things make more sense to you. So, I'm excited for it. But I found, and I wonder if ... I think we're all this way. I definitely know I am. But when I have something I need to do, right? Even if it sounds cool at the time and I'm excited about it, my brain ... As I start doing the thing, my brain's Like, "Ah, this is painful. I wish we were watching TV. We should be eating candy. We should be doing something else." Right? And so, as I sit down to start typing, I get energy, excitement. I sit down and as soon as I start typing, my brain's freaking out, looking for anything possible. Like, "Ah, there's a TV. Ah, there’s outside. A bird just flew by. Oh, your phone's ringing. Oh, you should turn on some music. Oh, you should check your email. What happens if Facebook, somebody dings you? What if someone texts you?" All the things, every possible distraction my brain starts screaming at me, like bloody murder, trying to get me to not do the one thing that I got to actually do. So, my first question is, do you guys feel that way ever? Do you have something you're like, "This is so important, I must do it." But you have some kind of pain associated with it in your mind. So, as you start getting closer and closer to actually doing the thing that you need to do, man, it's like everything possible around you starts flying around, trying to stop you from doing the thing. If so, you are in good company because it happens to me too. And so, I'm going to share some things that have helped me. And again, I am so far from perfect. I'm in the middle of this right now. I literally recorded this podcast and my brain's like, "Oh, you should record a podcast. That'd be way less painful than actually writing." So, I'm literally being a bad example by doing this podcast, but hopefully it'll help get me back to work as well. So, a couple of things I found. When I have to get something done, if I'm in my ordinary situation, right? If I'm at my office or if I'm at my house, somewhere where I'm there a lot, I know what the distractions are, right? I know that my wife's outside or my kids are outside. I know where the TVs are. I know ... It's so familiar, I know quickly every single distraction. I’m at the office. If I’m at the office, there's a million people I can talk to. There's always something I can do to not do my job, right? There's something exciting I can share with Dave, or I can go talk to Brent, or I can tell Melanie something. There's always something that I can do to distract me from doing the thing that I got to actually do. And so, because of that I'm in this space and I'm used to those interruptions, or I'm used to things. And on top of that, people see me, like, "Oh, Russell's here. Let me ask him a quick question." Right? It pulls you and derails you off this thing. And so, a big part of it, for me, is I have to literally shift my environment. This is why I flew ... Not flew. I drove down to the penthouse, I'm here and I'm by myself. It's lonely. There's nobody else here. It's just me and my thoughts. And so, first off, it cuts off 10 levels of potential distractions. Okay? So, that's the first step. The second step is, for me, I have to find rewards of things I want. Like, "I want to listen to this thing. I want to watch this show, or I want to eat this thing or whatever." And I have to have those things and I cannot give those to myself, right? These have to be the carrot to get me to actually do something, right? So for me, for example, is 11:00 right now, I'm starving. I want to eat breakfast this morning and I said, "If I eat breakfast right now, then I'm going to feel really good. And I'm going to go ... I'll just ... " There's no carrot. So I was like, "Okay, I'm going to eat, but I can't eat until this chapter's done." And then my brain's like, "But the chapter, it could be really long," and all the things. I'm like, "I know, but if you're hungry, you got to figure this out." And so, I was like, "Ah." And so, finally, I sat down ... And at least for me with writing, it takes a minute for me to get into flow state, right? Sometimes it takes 20, 30, 40, an hour for me to be able to get to the spot where I'm writing, right? I'm thinking, I'm analyzing, I'm trying to think about stuff, I'm researching. I'm trying to find stuff. And then I start writing and then I can get into the zone. And then it's like, "Okay, now I'm in the zone." So, then I start writing as fast as I can, right? And I'll be like, "Okay. As soon as I get to the end of this, I get my reward. I get to go eat lunch or breakfast or whatever it is and I'm so excited." So, I'm writing, I'm writing. I'm going as fast as I can. And I'm in momentum now, right? So, that's the next thing, it's like tricking yourself with these carrots to get you into momentum, right? And then when you're in momentum ... I can't remember who it was, some writer that I was following said this, and it was really, really cool. He said that if you end your writing ... If you end at the end of a chapter, then it's this is ending point, right? And then the problem's like, "Oh, I'm done." Then you go and you do your thing and you reward yourself. Then you come back and you're like, "Ah, how do I get back into this?" Right? Into the next chapter, the next project, the next video, whatever it is. And so, it's starting all over again. So what they recommended was when you get to the end of something, you don't stop, you start the next chapter, right? You write the first three or four paragraphs where there's still momentum, where things are happening. And then when you stop, it's like, "Oh, I know where I left off. I can pick up a lot faster than going through that whole exercise of spending 45 minutes to an hour trying to figure out what you're going to talk about and get your mindset back right. And getting into the spot." Right? So, you're starting the next part of the process, the next part of the project and you get part of it done, so that brainstorming session you had was ... Happened while you're in momentum, it's going to be faster and then you can pick up faster when you come back from eating breakfast, or your activity, or whatever the thing is that you reward yourself with. So, that's kind of cool as well. So, those are some of the core things I'm working on right now. So, literally I just finished the chapter. I got the next intro written and now I'm like, "maybe I can come eat." And then I'm like, "I'm going to reward myself by doing a podcast real quick and eating." And all these little things real quick, knowing though that I got to be back up in 20 minutes and I got to pick up where I left off and I got to do another two hour sprint to get to the next chapter, because I have my next reward after that. And then I've got one more tonight and then I'm done and I'm going to head back home and go be with the kids, which is the ultimate reward. So anyway, there's some tricks. Again, it's not a flawless system. It's not perfect. I'm still struggling, but they're some of the things that are helping me. And so, I think for any of you guys who are like me, who have the ADD, like, "Squirrel, there's a squirrel over here. No, right here and over here." These are some tricks that will help you actually get your projects done. Change your environment, get away from your normal world, right? Some people will go to a Starbucks. They'll go to a library, or they go to the park bench. If that's what it takes, go there, right? Some people come in early in the day. They come out late at night, when everyone's asleep or whatever. Figure out what it is that you need to go to be able to do that is number one. Number two, get yourself into momentum, right? As quick as you can. When you're in momentum, you're going to get more stuff done. And when you're in momentum, keep working through it, right? Oh, and give yourself treats, or prizes, or something at the end of a momentum session to make sure that you actually get to it. And then again, don't end on the end of a chapter or the end of the project. Start the next ones, so that way you're able to keep moving forward. So, there you go. Hope that helps. With that said, I'm going to pound my breakfast real quick and get back to work on this book so someday, hopefully you guys have a chance to read it. So, that's my goal. That's my plan. I appreciate you all for listening and we'll talk to you all again soon. Bye, everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

One of my favorite principles from a book called “Outwitting The Devil” by Napoleon Hill Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com Learn more about your ad choices. Visit megaphone.fm/adchoices

I answer this great question from our community: Is it possible for multiple entrepreneurs to work together effectively, or is it better to hire a talented team of people to execute your vision instead? Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets podcast. Today, we are taking some questions from some of our listeners, which I'm excited for. So the question we're going to talk about today is, is it possible for multiple entrepreneurs to work effectively on a project or within a business, or is it better to have one entrepreneur or leader and build a team of talented people to execute on their vision? So, I got some examples with this and I'll share it when we get back from the theme song. All right, everybody. So the longer you do podcasts, the harder it is to come up with new ideas. So we started asking our audience and you guys, what kind of things would you like to hear about? What questions do you have? And we got a ton of them back. So I'll start sprinkling these in more often and the stories behind them, and hopefully it'll help you guys on your journey. I also feel like I'm getting close to really upgrading the Marketing Secrets experience. I have some ideas and things I want to do and create that I'm pumped for. And so, anyway, those things will be coming soon. So as a faithful listener, you will be on the front lines of some amazing, amazing, cool things. All right, so the question, let me restate it. And this is in context to, a lot of you guys saw the project we did at Mastermind.com. And so Mastermind.com, obviously it was me, Dean, and Tony, initially. And obviously, Tony used his face and his content and everything, but it was really me and Dean Graziosi who were running that business initially. And then if you notice now, the new launch is coming up, you'll probably notice that my face isn't on it. And a lot of people have been asking, "Wait. What happened? Did you get in a fight with those guys? Are you still working on it? Are you not part of it? What's the whole process? How's it all working?" And then the question that came tied to that is, is it possible for multiple entrepreneurs to work effectively on a project or within a business, or is it better to have one entrepreneur leader and build a team of talented people execute their vision? And there's a couple of follow-up questions on that as well, but I'll address that first. And it's funny, because I see that a lot of times when I was running my Inner Circle meetings, which I'm thinking about bringing back. Would you guys be interested if I brought back my inner circle? Anyway, I'll post that there and just leave it for a few minutes. But anyway, I noticed a lot of times these entrepreneurs would come to group, and everyone who is an entrepreneur, unfortunately, or fortunately, depending on how you look at it, they all have a million ideas and their ideas are all amazing. And so, they all come in there and everybody has got these ideas and everyone is doing things. And also, two people have an idea during a meeting and they're like, "We should start a business together" and they get together. And unfortunately, it rarely ever goes well. Sometimes it does. Every once in a while it does go really, really well. But so many times it starts where you have two idea people, they get in a room, they have an idea together, they birthed this thing, and they're like, "We should do it together." But then they start working on it, executing on it, depending on where their skillset lie, either it goes really, really well, or really, really bad, or somewhere in between there. And that honestly is what happened with Mastermind.com. If you look at Dean Graziosi and me, I love Dean, he's one of my favorite people I've met since I've been on this planet. I have so much love and respect for him and his family and what he does and his mission and his vision, and it's amazing. In fact, I think one of the reasons why I have so much respect for Dean is I think of all the people in this industry, I think me and him have the most similar skillsets, which is interesting. Dean writes books. I write books. Dean builds funnels. I build funnels. Dean creates content. I create content and courses. Dean runs a Mastermind group. I run a Mastermind group. Dean speaks at stages and closes deals on stages. I speak on stages. Dean ran a big call center. I ran a big call center. If you look at... I don't know, I know people who write books. I know people who build funnels. I know people who build courses. I know people who run companies. I know people who... all these different skillsets. But there's only one other person I know besides me who does it all. And so I think that's why Dean and I have such a good connection is, we both see each other, like "Man, nobody else out here is running the size business you are, and creating the ads, and writing the copy, and writing the book and all kind of things." And so, I have so much respect for him. And so that's why I think a lot of times we love working together. We have ideas and we bounce ideas off each other, and we brainstorm. And it's fun to have someone that I can pitch and catch with back and forth. And I just love it. And so that's why when the whole Mastermind thing came up, Dean had this idea for Mastermind.com. Well, he had a different name for it, and I was like, "You should buy Mastermind.com." And he didn't want to pay for it, so I bought it and gave to him as a gift. And then in exchange, he basically gave me some equity in the company. He said, "You come be part of this thing. It would be really, really cool." So over the last two years, I've been at different stages involved with Mastermind.com. With the first launch of the KBB course, I was a partner in that. And then, later we built software together at that's actually at Mastermind.com and did a whole launch together. And it's fun. And this is what I wanted to share with you guys. The difficulties is that Dean and I have literally the exact same skillset. But just because we have the same skillset, the direction or the vision of where we want things, isn't always a 100% in alignment. And it's tough because both of us have had tons of success, saying, "This is my vision, my plan, let's go." And it's tough when you have someone who you come in and you both have different visions a little bit, but same drive and same motivation and same skillsets. There were times where it was hard for both of us, where I was like, "I want to go this way." He's like, "Well, I want to go this way." I'm like, "Well, I think I'm right." He's like, "Well, I think I'm right." But I'm not used to somebody trumping me, and he's the same way. And it's like, "What do we do?" And it got to the point where, it was never negative, but it was just hard. Someone needed to carry on the vision. Someone needed to be able to run. Someone needed to be able to do it without the checks and balances of the other person. And so, eventually, because it's his baby and his thing, and we're working on something really big at ClickFunnels, I was like, "You know what? The initial launch was done. It was fun. We had a great experience. We made a lot of money. We helped a lot of people. It was great. Everything was great." But I was just like, "This is your vision. This is your baby." And so I passed it back. I said, "Look, I'm going to give it back to you." And in exchange, he sent us some really cool gifts. He sent Todd an amazing gift for Todd's wife, actually, him and his wife. And then he sent me a really cool gift as well. Which, if you ever see me on stage at Funnel Hacking wearing a blue amazing watch, that was the gift he sent me. And anyway, it ended in great. And we're still super close friends and still doing deals together and everything. But I think what we learned from that experience was just, "Look, if two people have the same skillset, it's hard to be business partners in a thing, because you both have the same skillset. Now, I want to contrast that with Todd. When I start working with Todd, Todd is amazing. Todd's an entrepreneur, Todd's got vision, Todd's got all sorts of things. But Todd's skillset, and if you don't know, Todd, Todd Dickerson is my co-founder at ClickFunnels. He's the one who runs the software side of things. We both are entrepreneurs in our own ways. But our skillsets, they aren't the same. They compliment, they're not the same thing. It's like in basketball, you don't need two Michael Jordan's on a basketball team. If you have two Michael Jordans on a basketball team, it's going to struggle. You need a Michael Jordan and a Scotty Pippen. And as someone who is not a big basketball guy, I think I nailed that analogy, I hope. But you know what I mean? So, you look at me and Todd, Todd and I are like a Michael Jordan and Scotty Pippen. In fact, I don't know if you guys have seen the Michael Jordan documentary, it's called The Last Dance. It's, I think nine or 10 episodes. It's insanely good. If you haven't watched it, you need to go watch it. But one of the first things that Jordan said, he said, "Without Scotty Pippen, there's no Michael Jordan." And I would say the same thing, without Todd Dickerson, there's no Russell Brunson. I couldn't do what I need to do without his skillset. And Todd would probably say the same thing. Todd can build amazing software, but it wouldn't have become ClickFunnels without me. Our skillsets compliment each other. And without Todd, I couldn't be me. Without me, he probably couldn't do what he's trying to do. And so it's a complimentary skill set. And so, because of that, we were able to come together and we were able to build this thing called ClickFunnels. And Todd and I have such love and respect for each other. It's nice because Todd can say, "Look, I default to you, Russell, on these things." And I default to Todd on these things. In fact, one of the fascinating things, we have a new personality assessment company coming out that we're launching here in the next couple of months, so I've been geeking out on that. But it's interesting, if you look at Todd and I's 16 personalities or Myers-Briggs test, we basically have the exact same personality, except for Todd is a thinker and I'm a feeler. So it's cool now that we've learned that as I'm interacting with Todd, I understand that we're the same in so many ways, but he's going to analyze things logically and I'm going to feel things out. And so I'll tell him in a message, I'll say, "Hey, Todd, this is the thing that I want to do. This is why I feel like that. But I'm curious, what do you think about that?" I literally will say it that way. And Todd will come back, "Well, I think this." And he'll come back and say, "How do you feel?" And so it's really cool now that we understand that. And so, a lot of times what will happen is that my emotions will feel something I want to be really, really strong, but because it's so strong, and I want to do it, my brain turns off logic and, screw logic, we're just going to do this, where then Todd comes in and says, "Well, that's awesome, but here's the logic." And he's able to explain the logic. And I'm like, "Oh, I didn't see it from that point." Or vice versa, sometimes he's like, "Logic. This doesn't make sense." I'm like, "No, Todd, I feel it. I don't know why, but I can feel this is going to be the thing." And he'll default to me a lot of times. But it's made for a really good working relationship. And so, in that situation, yes, we can have multiple entrepreneurs work effectively on a project in the business, but you have to have complimentary skillsets, not the same. I think the same makes it very, very difficult. And so, anyway, that's the thought process. And then one of the followup questions, someone said, he said, "This makes me think of Steven Larsen and how he worked with Russell, but since he was too entrepreneurial, he had to leave and pursue his own path." So those who don't know Steven Larsen, he worked as my chief funnel builder for two years sitting next to me. And Steve and I have very similar skillsets as well, not the same, but very similar. Funnel building and speaking, and things like that. And so, it was tough because inside of the ClickFunnels organization, it was hard for Steven to be like, "Hey, I want this role" because that was my role. And so he was able to do a lot of cool things and work with us and have success. But there's a point where he was just like, "Inside of this environment, there's already a Michael Jordan. I can't be the Michael Jordan." If there wasn't, he could have been in this environment and said, "I'm going to take that role" and stepped up and dominated it. But because there's already someone playing that role, it was hard for him. So he wanted that role. He desired that role. He had developed himself so he'd be worthy of that role. And so he had to go out on his own to go and create it. And he did. And he's been super successful ever since then. And so, anyway, that's what I wanted to share with you guys. I think knowing that it's looking at any kind of partnership and looking at, first off, are you going to get along with that person? Which you never know, short term it's easy to get along with people, long-term, you never know till you get in business with them. But making sure you have enough love and respect for somebody that if it works or doesn't work, you're able to work it out. Dean and I, I love him as much now as I did before, and we never got any big fights or arguments, but it was just like, we both knew, I think. It was just like, "Hey, you're Michael Jordan. We don't need two of us. We're going to lose the game if we do that. We need someone who is in charge." And I was able to hand the reins to him and he's running with it, and you'll see what they're doing during the next launch, and it's amazing. It's definitely probably different than I would have done it, but doesn't matter. There's no right or wrong, it's just whose vision are you executing on. And Dean's vision is amazing. And so, that's how it worked. With Todd and I, it's a little different. And he's able to execute on the vision on his side, I can execute on the vision on my side, and we have love and respect for each other that we can make it so it all works. And so, think about that as you're going into business with people, if you are doing partnerships. Unfortunately, that was one of the negative things I saw in the Inner Circle. One of the reasons why I eventually paused it was just there started being drama. People starting businesses together and not working out. And then there being hard feelings. Those are the things that always want to be cautious of. So I'm always very nervous getting into any kind of partnership or relationship. It's good to work with each other I think as either employee, employer for a while, or as project based stuff until you've had a chance to see how they're reacting to the situations and how you get along with them and stuff like that. Because, a lot of times, if you get into business together and it doesn't work out, it can end a friendship, which is the worst thing. And for me, this business is just a game we're playing to keep ourselves occupied, and it doesn't actually really matter that much. So, it's just part of it. It's a big game we're playing to hopefully learn some skillsets, meet new people along the way. So, there you go. There's my answer for, is it possible for multiple entrepreneurs to work effectively together on a project or within a business, or is it better to have one entrepreneur leader and build a team of talented people to execute their vision? So, hope that helps. That said, thank you guys all for listening to this podcast. If you enjoyed it, please go to iTunes and rate and review it. I've been doing this for six, seven, eight years now. And if you haven't had a chance to review it, please, I'm trying to bring you things that I feel like will help you invest in your business. Hopefully they are. Go rate and review. Leave some stars, even if you don't love it. Let us know. We read those, and it would let me know how I can better serve you guys in the future. So, that said, thanks again, and I'll talk to you guys all again soon. Bye, everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

Why be an entrepreneur? Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- What's up everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. Excited to be here with you guys today. Today we'll be talking about what I call the Bootstrapped Manifesto. Something I read from Jason Fried, who was one of the co-founders of Basecamp, and it is amazing. I want to share with you guys today when we get back from the intro. All right. So it's not a secret. Some of you guys know that not now, but in the future I'm writing a book called Bootstrapped. I bought the domain name, bootstrapped.com. We have a new award coming out of Funnel Hacking Live. I can't tell you a lot about other than it's the Bootstrapped Entrepreneur of the Year Award and a bunch of other things. I'm obsessed with bootstrapping. In fact, we bootstrapped ClickFunnels from zero to where it is today. It's an amazing story that we love to talk about and brag about. I think I have a place in my heart for all businesses who bootstrap. That thought, that concept, things keep coming out of my mind because I'm so excited about writing the book and it's going to be the ClickFunnels story, how we bootstrapped ClickFunnels. I want to turn bootstrapped.com into TechCrunch, but TechCrunch for people who didn't cheat and take on money. I'm just looking for things tied around bootstrapping and starting businesses and everything. Today actually, yeah today, Jason Fried, he's one of the co-founders of Basecamp, wrote an article on his blog that is insane. I read it, and I literally just messaged Todd. I said, "This is like the title, Liberty for Bootstrapped and Bootstrapping." It is amazing. If you don't know Jason ... There's two co-founders of Basecamp. It's interesting. It's very similar to the two co-founders of ClickFunnels. One is named DHH. That's his nickname, I don't know, it's David something. Anyway, he is the Todd of base camp. He's a hardcore coder. And then Jason is like the marketing dude for Basecamp, which is like me. I feel like he's a kindred spirit. I had a chance to interview him once, man, almost a decade ago when he wrote the book, Rework, which is one of my favorite books of all time. But he's just amazing. I digress. I want to share with you this article from him. I'm just going to read it to you. I'll probably mess up my reading, but it is ... When I read it, I was like, "Yes, this is why we bootstrap. This is why we're entrepreneurs." So he wrote this article on April 8, 2021, which is the day that I'm recording this. The title was, Why to be an Entrepreneur. He said, "Earlier this week, I caught up with a friend and fellow CEO over lunch. We are in entirely different industries, but as we usually do, we talk a little shop. We've both been at the wheel for a while and we both built lasting businesses without any outside capital. One of the topics we slid into is why to be an entrepreneur, not why sort of or why kind or why sometimes, but why really? If you had to boil it down, what's the one reason? When all the liquid's gone, what does entrepreneurship reduce to? For me it's this. You get to do things that no one else would give you permission to do. That's it. At least that's how I see it. I don't ask anyone's permission, seek anyone's permission or be granted anyone's permission. It ain't about getting rich. That's a crapshoot with terrible odds. It ain't about power influence. If you happen into those things, maybe they're a bonus. Although maybe they're not. And it's not just about doing the things you want to do or freedom. That definition skips the details. It's too broad. This is really about doing things that someone else wouldn't let you do if you had to ask. That's the one thing you get to do no matter what. It's about doing things that doesn't make sense. They don't fit into the obvious frameworks. They don't add up, line up or seem like they'll even hold up. It's those things, the unusual, the unjustifiable, the downright fun, regardless of what happens. That made me want to be an entrepreneur and to stay one too. Once those things go away, I'm out. There are millions of people better suited to follow your rules than me. But of course, this is a very specific breed of entrepreneurship. It's a bootstrapped one. It's one without a board of directors. It's one without an oversight body. It's one where no decks have to be developed and distributed around the table. One where you don't have to pitch something to someone else who's got something riding on your success. One where your gut is the only thing that's going to get punched if you're wrong. This is the fun in it for me. It's obviously a privilege, but more so an obligation. We must do things at Basecamp that no one else would let us do. If we don't, we aren't living up to the opportunity we have, the position we put ourselves in, the decisions we made to be this way and to stay this way. We must launch stuff that no one else would approve, name things in a way that would never fly if they had to go through a committee, stand for things that seem like you put yourself at odds with the bigger bottom line. We must leave money on the table because someone else will grab it all. We must. We must make things that could only come from us. It doesn't make them better or worse, it just makes them ours. And hopefully if you like what we're up to, then they're yours too. That's the reason." Oh, I read that. I was just like, "Oh my gosh, so many good quotes. So many things that should be on a T-shirt." So many things that I probably will be putting out a T-shirt maybe at Funnel Hacking Live or something. One of them, "There are a million people better suited to follow your rules than me." How cool is that? Talking about there's no board of directors, there's no one with an oversight. Every time you have an idea for something you want to create, you don't have to make a slide deck and send it to your board of directors. You don't have to pitch somebody every time you want to do something. You just get to do what you think is right. That's the power of entrepreneurship, of being bootstrapped. When Todd sent me this article, he said, "This is why VCs are the anti-entrepreneurship black hole. Ask your VC overlords for permission constantly. That's literally what it is. I have so many friends who've taken on money, who have VC backing, and they can't do anything. In fact, we had one partner we were trying to work with. They had a really cool software company. And we wanted to acquire and we didn't want to pay any money for it. We just wanted to take it over because they're struggling. They're not profitable. They're losing money. It's something that if we introduced to ClickFunnels community would blow up overnight. It's such a cool tool and so powerful. The founder, the entrepreneur, the owner was so excited and he understood and he said, "Yes. If you give me this salary and do this and this, I will give you a 100%. I'll let you guys take over the company, and I'll get paid a salary to keep doing it. You guys will blow it up and I'll get a profit share." It was such a good deal for him. It was amazing. Then he had to take it to his board, the investors who'd given money to the business and all the board members were like, "Why would you do that? It doesn't make any sense? He's like, "These guys are the greatest marketers of all time. They have a customer list of millions and millions people who would buy our software." You just try to explain to them everything. They're like, "It doesn't make sense. We're not going to let these guys just take over control of the company without giving us any money." They wouldn't do it. Unfortunately for him, in tears, he had called us and was just like, "I know this is the best deal for me and for the company and for the future, but I can't do it because the backers, the people who gave me money said no, and it's up to them." The VC overlords were not giving permission. That was the thing. If you want to be an entrepreneur, you have to protect yourself from that black hole, from taking on money where now people own your creativity. They own your ideas. They own everything. Where they can tell you yes or no, and you can't create. Anyway, I just wanted to read that to you because first off, Jason Fried is the man. Second off, This is like a manifesto for us bootstrapped entrepreneurs. I hope that you enjoyed it. I hope you loved it. With that said, thank you guys for listening. If you did enjoy this one, please take a screenshot on your phone, post it on Facebook, Instagram, or any of the places you post stuff and please tag me. I love seeing that you're actually listening to these things and you enjoy it. If you did get anything from this, please share this podcast with other people, other people who are like me and you who are bootstrapped entrepreneurs who are trying to take over the world. Thank you. I'll talk to you all again soon. Bye everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

Let me show you what life’s most important skill looks like. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- What's up everybody, this is Russell Brunson and welcome back to the Marketing Secrets podcast, I hope you guys are pumped today. Today, I'm going to talk to you guys about some crazy stuff I'm doing right now and I want you understand the secret behind what I think is probably the most important skillset you can possibly learn during this life and that is how to be coachable. All right, all right. So, I am... it's late night and I'm actually driving to go get my son from one of his friend's houses and I got, it's probably 10-minute drive so it's like, I would jump out and hang out with you guys while we're going. And I am at the end of day number one of a water fast. Yes, a water fast. I'm literally going to drink nothing but water for the next five days. I think some of you guys are rolling your eyes and you think I'm insane. I know this because I posted on Instagram today and I got thousands of messages coming back to me, from everybody telling me why I'm dumb, why I'm smart and about a million things in between. But that doesn't matter to me because I'm doing it for a purpose and a reason and I'll explain why here in a second. But before I do, I want to talk about what I think is one of the most, maybe not want of the, but probably the most important skillset you can learn in this life. And I don't know how I was blessed with it and I didn't even know I had it until I remember my ... it was actually my sophomore year in high school and I joined this freestyle wrestling team and the team was called Elite and I was probably the worst kid to join Elite. Somehow my dad got me in and it was all these guys who were amazing at wrestling. It was a private club for these guys and they all, "I'm sure you'll get better." I was in this group and I was having so much fun being around these guys who were amazing. I've seen them winning all these big tournaments and everything. And so, I remember going to one of our tournaments, wrestlers tournament and I don't remember exactly how, but I just remember a wrestlers match and I lost. And the coach pulled me off side and it was Greg Williams, he's now actually the Head Wrestling Coach at UVU, but he was my freestyle wrestling coach in this little club we were in. And I remember he pulled me off side he said, "Hey Russell, this is what you're doing wrong." And just like a normal coach, he walks you through to two, three or four things. I was like, "Okay." And so, I paid attention, I listened and in the next match, went through I wrestled and I did the things that he told me to do. Surprise, surprise, right? So, I did the things like I literally just ... he told me to do something so I did. And I remember the next match I won, I came off the mat, he looked at me kind of strange, I said, "What?" He said, "You're one of the most coachable athletes I've ever met." I'm like, "What do you mean?" He's like, "Most kids I tell them what to do over and over and over and over and over again before it ever sticks." He's like, "I told you what to do and you went in the next match and then you just did it." And he said, "You're one of the most coachable athletes I've ever met." And I remember hearing him say that I was like, "Oh my gosh, that's so cool." And so then, became part of my identity, I'm coachable. My coach tells me something, I'm not going to be skeptical, I'm not going to talk back, I'm going to shut my mouth, I'm going to listen, I'm going to just do what he says. He's my coach, he knows more than I do so I'm going to become as coachable as humanly possible. And over the next eight years of my wrestling career, I think that's why I succeeded at high levels because I was so coachable. Same thing is true for me when I started business. I would come in and I would hire a coach or I would read a book and whatever the book said, I would just follow it, I just did the thing. And long and behold, I became successful because of it. And it's been interesting as I've been on the other side of this now and I've had a chance to coach tons of people and help people. It's interesting how few or how uncoachable most people are. They want to come back and tell you their opinion and why they think they're right and why this and why that and it's just like, "Why would you do that? You hired me to be your coach." It's like, "You literally paid me to teach you this thing and now you're fighting me." It doesn't make any sense to me. I hire somebody as a coach or someone I paid, I just I do what they say. I remember actually, I'm in the middle of my fourth book right now, which has been a fun project to start on. I'm not telling too many details about it yet but there's this one quote in here and it was actually from my friend and he wrote the article about his morning routine and it was so funny. And he's just like talking about all the things he does and how crazy they are and one of the things that he mentioned, I can't remember what it was, it was something weird. And he's like, "Why do I do that?" He's like, "Because Tony Robbins told me so." He said, "I obey all giants with helicopters and stage presence." I thought it was so funny. I was like, "Yes, that's how I am. I obey all giants with helicopters and stage presence. I obey all people who I hire, all coaches, all people who I want to learn from, I obey them, I listen to them, I ask them their advice and then I just do the thing they said." It's the weirdest thing in the world. We recently here at ClickFunnels had a chance to meet with this dude, who's literally one of the smartest students I've ever met. And we were lucky enough he sat down for four hours, four or five hours with us and walked us through. Looking at our business like, "Hey, I would do this, I would do this," and he gives us all these things to do. And so me and Dave Woodward were just taking notes as fast as we can and all the things and just like, "Oh my gosh, this guy's amazing." I remember we got done with the day, it ended and he messaged us a couple of weeks later, two or three weeks later, he's like, "Hey, you want to jump on a call and go over the stuff again?" Like, "What do you mean?" He's like, "Well, do you want to go over the stuff we talked about and figure out ways to start implementing?" Like, "No, you understand you don't know how we work. We're implementing everything you said, we literally," and we started going through the we did this, we did this, we did this," and the guy was like, "Oh my gosh," he's like, "I've never had somebody who just did what I told him to do like that before. Yeah, we're very, very coachable. We listen and then we'd do what you say." And so, that's key. So, I want to show it to you because that goes back to my water fast that I'm dealing with right now. So day number one's almost done. And the reason why I'm doing a water fast, actually there's two things. My dad was a insurance agent for State Farm Insurance. I remember that he would, obviously they sell auto insurance and health insurance and all the different, house insurance and things like that. But the one that was the hardest to sell was life insurance. And we were asking him, "Why is it so hard to sell life insurance?" And he said, "Because it's a preventative not a cure." After you get sick, you want life insurance. After you get sick… but it's hard because ahead of time you’re like, "Oh, I'm never going to be sick, I'm going to be fine." It's just like aspirin, no one wants to pre-buy aspirin but if you got a headache, you will give your right arm for some aspirin, right? It's the prevention versus a cure. People don't want to do the prevention and you see it right now, it's insane in our society. People are getting sick and all the problems and everyone will go and they want a magic cure for this thing. But nobody will go back to the root cause and like, "Hey, we're actually super unhealthy, we should change our diet and exercise." The fact that nobody on the news or on TV has mentioned that over the last 12 months is insane. Anyway, I'll get off that soap box in a minute but most people will not go for a preventative, how do you say it, preventative. You know what I'm saying? They wait for a cure though. And I'm not that way. I want to like, "What's a preventative ahead of time?" And so, one of my friends, he joined my inner circle a few years ago his name's Chris Wark and if you've heard of Chris before, he has Chrisbeatscancer.com or Chrisbeatcancer.com. And he is someone who came down he had, I think stage three cancer and ended up curing himself from it naturally without any chemotherapy and all these other things. And then, he's gone on and help hundreds of other people on this journey as well. And he's just an amazing person. He spoke at Funnel Hacking Live one or two years ago and just have so much respect for him. But he came out with the book. And so, I don't have cancer but I was like, the book came out I was like, "I'm going to read this book," and so I bought the book and I listened to it and then he had a course, I bought the course, I went to the course. I'm like, "I'm going through all this stuff because I'm like, "Man, I don't want cancer." I can go wait until I got cancer and then I got to figure this stuff out or freak out or I can be like, "Hey, I don't want cancer. Let me preventatively figure out who's the dude or the lady who's already solved this problem, who's got the framework that fixes this problem and let me figure it out?" And what's crazy and again, I'm not an expert on this at all so don't take my opinion. But if you love someone who has cancer, you should go to chrisbeatcancer.com. If you have cancer, you should. If you don't want to have cancer, once again, you should still go there, you'd be insane not to. So anyway, I'm trying to think where I left off. Anyway, so I was like, "I don't want to have cancer," so I started going through all the stuff, started listening to him, learning from it. It's like, "This is amazing." Oh yeah, I was going to tell you, he says that only 5% of cancers are hereditary, 95% are based on things like your environment, your diet, your stress levels. It's crazy. So it's like, if we know these things, why aren't we talking about these things? Why is it not on TV every single day? When he talked about the first time he went in for, I think it was him or maybe someone else, the first time he went for a cancer thing, the doctor looks at everything and then, after he got out of the thing, gave him hospital food and it's just like junk food, garbage food. It's like, we know what causes these things, why don't we focus in that? But that's not sexy, there's no money in that. There's no money like, "Hey, you should eat healthier, you should exercise, you should change your diet, you should change your environment." And so, it doesn't get the attention it needs. But anyway, so for me, I'm someone who wants to look for a preventative, it's rare. I'd say 0.1% of people in the world search for preventatives. They're always just looking for cures. They wait until something bad happens, look for a cure. I'm trying to figure out how do I protect myself today so that I don't have to worry about that? Maybe I will still have to, who knows, but if I can protect myself, I can fortify myself against that problem, I'm going to do it. So, Chris became my coach, I'm like, "He's the dude, I'm going to go through it and I obey all giants with helicopters and stage presence." So for this situation, I obey Chris' work as he's cured himself of cancer, he's cured hundreds of other people like, "Okay, I obey all dudes who cured themselves of cancer when they tell me how to prevent myself from having cancer." So, I just listened to what he said, did it and I'm going through it. So, part of it is this five-day water fast. And it's interesting he talked about how your cells in your body, how there's cells that are weak, there's cells that are dead, there's cells are cancerous, all these sorts of stuff like that. He said, "In your immune system the same way," there's these weaker cells, I'm probably messing up, if Chris is listening to this he's probably rolling his eyes, but you should go buy all his stuff because he'll explain it way better than me. But basically, what happens is when you do a water fast, your body literally starts eating itself because it's like, "I need food or anything," it just starts eating yourself. We know that, that's how you lose weight. Your body starts eating the fat cells or whatever. But in this case, the cells that die, they go the first are the weakest ones. I think one of the analogy is someone shared with me, it might've been him he was like, "If you're out in a forest and there's all these pine needles and pine cones, all the stuff they do controlled burns like the light, those things on fires, it burns all that stuff, it doesn't catch the fields on fire but kills all the dead stuff underneath, that way you don't have problems in the future." It's the same thing here where you do these water fast and your body literally will eat all of these cancer cells and disease and all sorts of stuff. And so, I started learning about that, I got excited, JLD if you guys know John Lee Dumas from Entrepreneurs on Fire, he told me about another book that I read about water fasting and stuff like that. And so I'm like, "I'm all in, let's do this thing." And so, I started day number one of water fasting because I want to kill off these dead cells, I want to protect myself or I want to make myself stronger and heal myself. And so, I'm excited. And if someone who is insanely healthy and in great shape and not having any issues, but man, I don't want to have issues. And so, that's why I'm doing these things now. I think Chris said that he does his water fast once a quarter so I'm probably trying to figure out some way to incorporate that more often on top of a lot of the shifts in my diet that I've made because of listening to Chris and other geniuses. So anyway, I'm telling you this, because number one, I want to tell you that I practice what I preach. I am as coachable as they come, I try my best. I try to listen to what they say, my coaches say, even if I don't have the problem, if I want to protect myself from the future problem, I listen. And so for you, in all aspects of your life, be coachable. Be coachable in business, be coachable in sports, be coachable in health, find coaches, ask, you hire then pay them. Find someone who has already accomplished the thing that you want and then pay them, ask them for advice, get their framework and then go and just do it. And don't question it, don't try to be smarter. Just like, "All right, I may have heard this in the past, I don't care. But at this point in time, I'm giving you my money. Therefore, I will do anything you say. I'm not going to fight you, I'm not going to talk you back, I'm just going to do the thing you say." And then, don't do what most people do like, "Okay, cool," and listen and not do anything, just do it. When I say instantly execute on it, don't wait a day, a week, a month, a year. Now is the time. You gave him the money, now it's time to make the changes. So, hope that helps you guys. It is literally the most important skillset you can learn as being coachable. It's not hard, you just have to do what the person says that you're going to do. It's keeping commitments, it's making keeping commitments. And I think that as a society, we have problems that we can't make. If people will make commitments, then keep commitments and like, if you want to be successful, you got to make commitments and you got to keep them. And the same thing is you got to go out there and find the people, find the people that have what you want. Give them money, that's that's a commitment you're making to them and then follow the process to a T. So, hope it helps. I'm at my son's friend's house, I'm going to pick him up right now and hope you guys have a great night. Thanks again for listening. If you enjoyed this episode, any episode, please take a screenshot on your phone, tag me and post it on social and tag me and then, if you love your life and you want to extend your life, I would highly recommend going to Amazon, worst case scenario buy Chris Wark's books on cancer. They are amazing and best case go buy his courses, dive in because he's an amazing person who's figured it out. And man, if there's only 5% of cancers are hereditary, 95%, we can be protected from by just shifting some basic things. And water fast is one of a million things, he's got a ton of things, they're not hard, they're pretty cool and they're awesome. Anyway, it's worth it to you, to your family, the ones you love so check out Chris Wark as well. And with that said, I appreciate you all and I will talk to you all again soon. Bye everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

Here is the conclusion of the special conversation I had on stage at a Traffic Secrets event with a friend and a student, Nic Fitzgerald. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Hey everybody, welcome to Marketing Secrets podcast. I’m so excited, I’m here on stage right now at the Two Comma Club X event with Mr. Nic Fitzgerald onstage. A year ago I gave a podcast to him about how to make it rain and this is section number two. Now those of you who don’t know, in the last 12 months since I did that podcast he’s been making it rain and he’s been changing his life, his family’s lives, but more importantly, other people’s lives as well. And it’s been really cool, so that’s what we’re going to cover today during this episode of the podcast. So welcome back you guys. I’m here on stage with Nic Fitzgerald, so excited. So I made a list of seven things that if I was to sit in a room with him in front of a whole bunch of people I’d be like, “Hey Nic, you’re doing awesome, but here’s some things to look at that I think will help you a lot with what you’re doing.” So number one, when Nic first kind of started into this movement that he’s trying to create, I don’t know when it was, if you created this before or after. When did you create the Star Wars video? Nic: This was, we talked in July, it was September/October. So a few months later. Russell: How many of you guys have seen his Star Wars video? Okay, I’m so glad. For those who are listening, about 10% of the room raised their hand, the other 90% who are friends and followers and fans of Nic have never seen the Star Wars video. His Star Wars video is his origin story and it is one of the best videos I have ever, by far the best video I’ve seen him do, it is insanely good. It comes, do you want to talk about what happened in the video? It’s insanely good. Nic: So I told the story of, I’m a huge Star Wars nerd, so if you didn’t know that, now you do. When I was young my grandma who lived in the same neighborhood as me, she took me to go see Return of the Jedi in the movie theater and I was such a Star Wars nerd, even at a young age, that when I was playing at the neighbors house, and you know, it’s the 80s, so mom and dad are like, “Nic, come home for dinner.” That kind of thing, I would ignore them. I would not come home until they called me “Luke”. No lie. I would make them call me Luke, or I would ignore them. I would not hear them. Russell: Had I known this in high school I would have teased him relentlessly. Nic: So my grandma took me and I remember going and it was so fun because we took the bus, it was just a fun thing. And we went and I just remember walking in and handing my ticket to the ticket person. And then popcorn and just the smells of everything. And again, this is the 80s so walking in the movie theater; I almost lost a shoe in the sticky soda, {sound effects} going on. I just remember how my feet stuck to the floor and all that stuff. And then just being so excited to see my heroes on the big screen and Dark Vader, I just remember watching it. This is such a silly thing to get emotional about, but you know I remember the emperor and Darth Vader dying and all that stuff. It was just like, ah. It was a perfect day. Sorry sound dude. But it was just a perfect day with my grandma who has always been dear to me. So the purpose of that video, I’d put it off for a long time. I knew I needed to tell my own story if I’m going to be helping somebody else tell theirs. And I put it off for a long time, because working through things, I was afraid that if it sucked, if the story was terrible, if the visuals were crappy, that was a reflection on me and my skills. I had worked on a bazillion Hallmark Christmas movies, you know how they put out like 17 trillion Christmas movies every year, if one of those sucks, no offense, they’re not riveting television. Russell: They all suck. Nic: That wasn’t a reflection on me, I was just doing the lighting or the camera work. I didn’t write the story, it wasn’t my story. But this was me, so I put it off for a long time because I knew if I didn’t execute how I envisioned it, that it would reflect poorly on me, and it would be like I was a fraud. So the purpose of the video, there were three purposes. One to tell a story and get people to connect with me on a personal level. As I told that story here, how many of you remembered your feet sticking to the floor of a movie theater? How many of you, when I talk about the smell of popcorn and that sound, you felt and heard and smelled that. So it was one thing, I wanted people to connect with me and just see that I was just like you. Then I wanted to show that I could make a pretty picture. So I had that and I used my family members as the actors. And then I went and talked about how…and then I wanted to use it to build credibility. I’ve worked on 13 feature films and two television series and shot news for the NBC affiliate and worked in tons of commercials. So I’ve learned from master story tellers and now I want to help other people find and tell their story. And then I showed clips of stories that I tell throughout the years. So that was, I just remember specifically when I finally went and made it live, I made a list of about 20 people, my Dream 100 I guess you could say. I just wanted to send them and be like, “Hey, I made this video. I would love for you to watch it.” And Russell’s on that list. So I sent that out and made it live and then it was just kind of funny, it didn’t go viral, I got like 5000 views in a day, and it was like “whoa!” kind of thing. But it was just one of those things that I knew I needed to tell my story and if I wanted to have any credibility as a story teller, not as a videographer, but as a story teller, being able to help people connect, and connect hearts and build relationships with their audience, I had to knock it out of the park. So that was my attempt at doing that. Russell: And the video’s amazing, for the 10% of the room who saw it, it is amazing. Now my point here for Nic, but also for everyone here, I wrote down, is tell your story too much. Only 10% of the room has ever seen that video or ever heard it. How many of you guys have heard my potato gun story more than a dozen times? Almost the entire room, for those that are listening. Tell your story to the point where you are so sick and tired of telling the story and hearing it, that you just want to kill yourself, and then tell it again. And then tell it again. And then tell it again, because it is amazing. The video is amazing, the story is amazing. How many of you guys feel more connected to him after hearing that story right now? It’s amazing. Tell t he story too much. All of us are going to be like, “I don’t want to hear the story. I don’t want to tell the story again.” You should be telling that story over and over and over again. That video should be showing it. At least once a week you should be following everyone, retargeting ads of that video. That video should be, everyone should see it. You’ve got 5,000 views which is amazing, you should get 5,000 views a day, consistently telling that story, telling that story. Because you’re right, it’s beautiful, it’s amazing and people see that and they’re like, “Oh my gosh, I need that for my business. I need to be able to tell my story the way he told that story, because the connection is flawless.” And I think my biggest thing for you right now, is tell your story more. Tell that thing. You’re telling good stories, but that story, that’s like your linchpin, that’s the thing that if you can tell that, it’s going to keep people connected to you for forever. Anyone who’s seen that video, you have a different level of connection. It’s amazing, it’s shot beautifully. You see his kids looking at the movies, with lights flashing, it’s beautiful. So telling your story more, that’d be the biggest thing. It’s just like, all the time telling that story over and over and over again. That’s number one. Alright, number two, this one’s not so much for you as much for most of everybody else in here, but number two is that energy matters a lot. I’m not talking about, I’m tired during the day. I’m talking about when you are live, or you are talking in front of people, your energy matters a lot. I was hanging out with Dana Derricks, how many of you guys know Dana, our resident goat farmer? By the way, he’s asked every time I mention his name is please not send him anymore goats. He’s gotten like 2 or 3 goats in the last month from all of our friends and family members here in the community. Please stop sending him goats. He loves them but he doesn’t want any more. Anyway, what’s interesting, I was talking to Dana, and he’s like, “Do you know the biggest thing I’ve learned from you?” and I’m like, “No. what?” and I thought it was going to be like dream 100 and things like that. No, the biggest thing that Dana learned from me, he told me, was that energy matters a lot. He’s like, “When I hang out with you, you’re kind of like blah, but when you get on stage you’re like, baaahh!” and I started telling him, the reason why is when I first started this career, in fact, I have my brother right now pulling all the video clips of me from like 12 or 13 years ago, when I had a shaved head and I was awkward like, “Hi, my name is Russell Brunson.” And we’re trying to make this montage of me over 15 years of doing this and how awkward and weird I was, and how it took 8-10 years until I was normal and started growing my hair out. But I’m trying to show that whole montage, but if you look at it like, I was going through that process and the biggest thing I learned is that if I talked to people like this, when you’re on video you sound like this. The very first, I think I’d have an idea and then I’d just do stupid things. So I saw an infomercial, so I’m like I should do an infomercial. So I hired this company to make an infomercial and next thing I know two weeks later I’m in Florida and there’s this host on this show and he’s like the cheesiest cheese ball ever. I’m so embarrassed. He asked me a question and I’m like, “Well, um, you know, duh, duh…” and he’s like, “Whoa, cut, cut, cut.” He’s like, “Dude, holy crap. You have no energy.” I’m like, “No, I feel really good. I have a lot of energy right now.” He’s like, “No, no you don’t understand. When you’re on tv, you have to talk like this to sound normal. If you just talk normal, you sound like you’re asleep.” I’m like, “I don’t know.” So we did this whole infomercial and he’s like all over the top and I’m just like, trying to go a little bit higher and it was awkward. I went back and watched it later, and he sounded completely normal and I looked like I was dead on the road. It was weird. Brandon Fischer, I don’t know if he’s still in the audience, but we did…Brandon’s back here. So four years ago when Clickfunnels first came out we made these videos that when you first signed up we gave away a free t-shirt. How many of you guys remember seeing those videos? I made those videos and then they lasted for like four years, and then we just reshot them last week because it’s like, “Oh wow, the demo video when we’re showing CLickfunnels does not look like Clickfunnels anymore. It’s completely changed in four years.” So Todd’s like, “You have to make a new video.” I’m like, “I don’t want to make a video.’ So finally we made the new videos, recorded them and got them up there and we posted them online, and before we posted them on, I went and watched the old ones, and I watched the old ones and I was like, “Oh my gosh, this is just four years ago, I am so depressing. How did anybody watch this video?” It was bad, right Brandon. It was like painfully bad. I was like, “oh my gosh.” That was just four years ago. Imagine six years ago, or ten years. It was really, really bad. And when I notice the more energy you have, the more energy everyone else has. It seems weird at first, but always stretch more than you feel comfortable, and it seems normal, and then you’ll feel better with it and better with it. But what’s interesting about humans is we are attracted to energy. I used to hate people talking energy talk, because I thought it was like the nerdy woo-woo crap. But it’s so weird and real actually. I notice this in all aspects of my life. When I come home at night, usually I am beat up and tired and worn out. I get up early in the morning, and then I work super hard, I get home and I get out of the car and I come to the door and before I open the door, I’m always like, Okay if I come in like, ugh, my whole family is going to be depressed with me.” They’ll all lower to my energy level. So I sit there and I get into state and I’m like, okay, whew. I open the door and I’m like, “What’s up guys!! I’m home!” and all the sudden my kids are like, “Oh dad’s home!” and they start running in, it’s this huge thing, it’s crazy, and then the tone is set, everyone’s energy is high and the rest of the night’s amazing. When I come in the office, I walk in and realize I’m the leader of this office and if I come in like, “Hey guys, what’s up? Hey Nic, what’s up?” Then everyone’s going to be like {sound effect}. So I’m like, okay when I come in I have to come in here, otherwise everyone is going to be down on a normal level. I have to bring people up. So we walk in the office now and I’m like, “What’s up everybody, how’s it going?” and I’m excited and they’re like, “Oh.” And everyone’s energy rises and the whole company grows together. So l love when Dave walks through the door, have you guys ever noticed this? When Dave walks through the door, I’m at a 10, Dave’s like at a 32 and it’s just like, he wakes up and comes over to my  house at 4:30 in the morning to lift weights. I sleep in an hour later, and I come in at 5:45 or something, and I walk in and I’m just like, “I want to die.” And I walk in and he’s like, “Hey how’s it going?.” I’m like, “Really good man. You’ve been here for an hour.” And all the sudden I’m like, oh my gosh I feel better. Instantly raised up. It’s kind of like tuning forks. Have you noticed this? If you get two tuning forks at different things and you wack one, and you wack the other one, and you bring them close together, what will happen is the waves will increase and they end up going at the exact same level. So energy matters. The higher your energy, the higher everyone else around you will be, on video, on audio, on face…everything, energy matters a lot. So that’s number two, when you’re making videos, thinking about that. Alright number three, okay this, you were like 90% there and I watched the whole thing and I was so excited and then you missed the last piece and I was like, “Oh it was so good.” So a year after that Facebook message came, you did a Facebook live one year later to the day, and he told that story on Facebook live. And I was like, “Oh my gosh this is amazing.” And he told that story, and he was talking about it, and I was emotional, going through the whole thing again. This is so cool, this is so cool. And he told the story about the podcast, and this podcast was an hour long, and the thing and his life changed and all this stuff… And I know that me and a whole bunch of you guys, a whole bunch of entrepreneurs listened to this story and they’re at bated breath, “This is amazing, this is amazing.” And he gets to the very end, “Alright guys, see you tomorrow.” Boom, clicks off. And I was like, “Aaahhh!” How can you leave me in that state?  I need something, I need something. So the note here is I said, make offers for everything. Think about this, at the end when you ended, and everyone’s thinking, I want to hear that episode, where is that? How would it be? Now imagine you take the opportunity at the very end that says, “How many of you guys would like to hear that episode where Russell actually made me a personal podcast? And how many of you guys would actually like if I gave you my commentary about what  I learned and why it was actually important to me? All you gotta do right now is post down below and write ‘I’m in.’ and I’ll add you to my messenger list and I’ll send you that podcast along with the recording where I actually told you what this meant to me.” Boom, now all those people listening are now on his list. Or they can even go opt in somewhere. But all you did was tell the story and everything and we were all sitting with bated breath and I was just like, at the end make the offer. You guys want the stuff I talked about, you want the thing? You want the thing? And then you send them somewhere and now you captured them and consider them longer term and you can do more things with them. It was like, hook, story, dude where’s my offer? Give me something. But it was awesome. How many of you guys felt that way when you listened to that thing and you’re just like, “I don’t even know where to find that episode. Russell’s got eight thousand episodes everywhere, I don’t even know where to look for it.” You could have been like, here’s the link. Just the link….if you guys can’t figure out how to make an offer, go listen to a whole bunch of stuff, find something amazing and be like, “oh my gosh you guys, I was listening to this Tim Ferris podcast, he did like 800 episodes, every one is like 18 hours long, they’re really hard to listen to, but I found this one from 3 ½-4 years ago where he taught this concept and it was insane. It was amazing; I learned this and this. How many of you want to know what that is? Okay, I have the link, if you message me down below I’ll send you the link to exactly where to find that episode.” Everyone will give it to you.  You’ll be like, “But it’s free on the internet Russell.” It doesn’t matter. You know where it’s at and they don’t. They will give you their contact information in exchange for you giving them a direct link to the link. Back before I had anything to give away for opt ins, guess what I used to do. I used to go to YouTube and I would find cool videos from famous people. One of my favorite ones we did was I went and typed in YouTube, “Robert Kiyosaki” because he was one of my big mentors at the time. And there was all these amazing Robert Kiyosaki videos on YouTube for free. Tons of them. Hour long training from Robert Kiyosaki. Four hour long event from Robert Kiyosaki. All this stuff for free listed in YouTube. So I made a little Clickfunnels membership site, I got all the free videos and put them inside a members area and just like, “Tab one, Robert Kiyosaki talking about investing, Robert Kiyosaki talking about stocks, Robert Kiyosaki talking….”  And I just put all the videos in there and made a squeeze page like, “Hey, who wants a whole bunch of free, my favorite Robert Kiyosaki videos?” and I made a little landing page, people opt in, I give them access to the membership site, and then I went and targeted Robert Kiyosaki’s audience and built a huge list off his people. Dream 100. Imagine with Dream 100 instead of doing just one campaign to all the people, if each person in your dream 100 you made a customized membership site with the free content right now, be like, “Hey, you’ve listened to a lot of Grant Cardone, he’s got four podcasts, 5000 episodes, there’s only four that are actually really, really good. Do you guys want to know what they are? Opt in here, I’ll give you the four best episodes of all. I currated all these for you to give you the four best.” And target Grant’s audience with that, now you got all his buyers coming into your world. Is that alright, is that good. Alright number four ties along with this. Number four, start building a list ASAP. I don’t think I’ve ever seen you do a call to action to get a list anywhere, have I? After today’s session you’re …..just build a list. If you got nothing from this event at all, every time you do a hook and story, put them somewhere to build a list, because that’s the longevity. Because that’s where if Zuckerberg snaps his finger and you lose all your fans and followings and friends, and all the sudden you’re trying to build over somewhere else, it won’t matter because you’ll have those people somewhere external and now you can message them and bring them back into whatever world you need them to be at. But that’s how you build stability in business. It’s also how you sell this time, you want to sell it the next time and the next time, the list is the key. Funnel Hacking Live, the first Funnel Hacking Live it was a lot of work and we sold out 600 people in the room, and we kept growing the list and growing the list, the next year we did 1200. Then we did 1500, last year was 3000, this year we’re going to be at 5000. We’re building up the list and building up pressure and excitement and then when you release it, it gives you the ability to blow things up really, really fast.  Okay, that was number four. Okay number five, I wrote down integration marketing, adding to other’s offers to build a buyer list. So this is a little sneaky tactic we used to back in the day when I didn’t have my own list, but I had a couple of skills and talents which you do happen to have, which is nice. If you have no skills this won’t work, but if you have skills you’re lucky. So Frank Kern used to do this as well. Frank is sneaky. He used to do this all the time and I saw him doing it and I’m like, “Oh my gosh, he’s brilliant.” So Frank did a one hour presentation somewhere and he called it Mind Control, it wasn’t Mass Control, but it was something like about how to control the minds of your prospects through manipulation and something sneaky. And the title alone was amazing. It was a one hour presentation he gave somewhere. And he put it on these DVDs and what he did, he went to like Dan Kennedy and he’s like, “Hey Dan, you have all of your buyer and you send them this newsletter every single month,” at the time they had 13000 active members, these were their best buyers. He’s like, “This DVD I sell for like a thousand bucks. Do you want to give it to all your people for free?” And Dan’s like, “sure.” And all the sudden the next month, Franks got his best CD with his best stuff in the mailbox of the 13000 best customers, every single person that Dan Kennedy’s been collecting for the last 15 years. So think about this. With your skill set, look at the other people in the market, all the dream 100 who are doing things and how do you create something you can plug into their offers, and every single time one of those people sell a product, your face is popping up as well. It’s called integration marketing, my first mentor Mark Joyner wrote a book called Integration Marketing, it’s a really fast read. You can read it in an hour, but it will get your mind set thinking about it. How can I integrate with what other people are always doing? Because I can go and make a sell, and make another sell, but I was like, when we launched Clickfunnels I was like, “How can I figure out other people’s sales processes that are already happening and somehow inject myself into all these other sales processes?” That way every single time Steven Larsen sells something or someone else sells something, or all these people are selling something, it always somehow gets flown back to me. I want every product, every course, everything happening in the internet marketing world to somehow have people saying my name. That’s my goal. How many of you guy have been to other people’s events and I’m not there and they say my name? It makes me so happy. I get the instagrams from some of you guys, “Hey so and so just said your name.” I’m like, that’s so good. How have I done that? I spent a lot of my life integrating into everybody’s offers. Initially when I first got started, every single person who had a product, I was an interview in everyone’s product. I was like, looking at people launching a product, specific product launches coming, I’d contact them. Product launch is coming up, “Hey man, is there any way I could do a cool thing for your people? I could create this and give it to you and you could plug it into your product?” and everyone’s like, ‘Sure, that’d be awesome.” And all the sudden, boom, they get 5000 new buyers came in and every single one of them got my thing. They’re hearing my name, hearing my voice and it’s just constant integration. I think about how I met Joe Vitale, I talked about that earlier with the greatest showman. He was in an interview in a course I bought from Mark Joyner, I listened to it, fell in love with Joe Vitale, bought his stuff, given him tons of money over the years, a whole bunch of good stuff because he was integrated in that. So looking at other ways to integrate, the skill set that you already have into other people’s marketing channels because then you’re leveraging anytime any of these partners make a sell, you’re getting customers coming through that flow as well. Cool? Nic: Yeah. Russell: That was number five. Number six, I call this one rainmaker projects, because we talked about rainmaker during the first podcast interview. So rainmaker projects are, and again when I first started my career I did tons of these, where it’s like, I was really good at one piece. For you, you’re really good at video and story telling. And I look out here and be like, okay who is someone else here that is awesome? So and so is really good at making a product on Facebook ads. “You’re really good at Facebook ads, so I’ll do the video for this course, you do the Facebook, you do the actual ads for us.” And then, you’re awesome at doing the traffic and you bring in four or five people, like this little avenger team, and you create a cobranded product together and you launch it and everyone makes a bunch of money, split all the money, 50/50/50/50, that makes more than 100,but you know what I’m talking about, everyone splits the money, everyone splits the customer list and all the sudden you’ve all pulled your efforts, your energy, your talents together and everyone leaves with some cash, and you also leave with the customer list, and that’s when you start growing really, really rapidly. When I started I didn’t have a customer list, I had a very small one. But I had a couple of skill sets so that’s why I did tons of these things. That’s like, if you guys know any of my old friends like Mike Filsaime, Gary Ambrose, I could list off all the old partners we had back in the day, and that’s what we did all the time, these little rainmaker projects. We didn’t call them that back in the day, but that’s what it was. It was just like, we all knew what our skill sets were, and it’s like, let’s come together, let’s make a project. This isn’t going to be how we change the world, it’s not going to be something we’re going to scale and grow, but it’s like, it’s going to be a project, we put it together, we launch it, make some money, get some customers, get our name out in the market, and then we step away from it and then we all go back to our own businesses. It’s not like, that’s why it’s funny because a lot of times people are scared of these. Like, “Well, how do we set up the business structure? Who’s going to be the owner? Who’s the boss?” No, none of that. This is an in and out project where all the rainmakers come together and you create something amazing for a short period of time, you split the money and you go back home with the money and the customers. But it gave you a bump in status, a big bump in customer lists, a big bump in cash and then all those things kind of rise and if you do enough of those your status keeps growing and growing and growing, and it’s a really fast easy way to continue to grow. How many of you guys want to do a rainmaker project with Nic right now? Alright, very, very cool. Alright, and then I got one last, this is number seven. This kind of ties back to dream 100. The last thing I talked about was, and again this is kind of for everyone in the group, is the levels of the dream 100. I remember when I first started this process, I first got the concept and I didn’t know it was the dream 100 back then, but I was looking at all the different people that would have been on my dream 100 list. It was Mark Joyner, Joe Vitale, all these people that for me were top tier. Tony Robbins, Richard Branson, and I was like, oh, and I started trying to figure out how to get in those spots. And the more I tried, it was so hard to get through the gatekeeper, it was impossible to get through all these gatekeepers, these people. I was like, “Man don’t people care about me. I’m just a young guy trying to figure this stuff out and they won’t even respond to my calls or my emails. I can’t even get through, I thought these people really cared.” Now to be on the flip side of that, I didn’t realize what life is actually like for that, for people like that. For me, I understand that now at a whole other level. We’ve got a million and a half people on our subscriber list. We have 68000 customers, we’ve got coaching programs, got family, got friends. We have to put up barriers to protect yourself or it’s impossible. I felt, I can’t even tell you how bad I feel having Brent this morning, “Can you tell everyone to not do pictures with me.” It’s not that I don’t want to, but do you want me to tell you what actually happens typically? This is why we have to put barriers around ourselves. Here’s my phone, I’ll be in a room, like Funnel Hacking Live and there will be 3000 people in the room, and I’m walking through and someone’s like, “Real quick, real quick, can I get a picture?” I’m like, “I gotta go.” And they’re like, “It’ll take one second.” And I’m like, ahh, “Okay, fine, quick.” And they’re like, “Hold on.” And they get their phone out and they’re like, “Uh, uh, okay, uh, alright got it. Crap it’s flipped around. Okay, actually can you hold this, my arms not long enough can you hold it? Actually, hey you come here real quick, can you hold this so we can get a picture? Okay ready, one two three cheese.” And they grab the camera and they’re off. And for them it took one second. And that person leaves, and guess what’s behind them? A line of like 500 people. And then for the next like 8 hours, the first Funnel Hacking Live, was anyone here at the first Funnel Hacking Live? I spent 3 ½ hours up front doing pictures with everybody and I almost died afterwards. I’m like, I can’t…but I didn’t know how to say no, it was super, super hard. So I realize now, to protect your sanity, people up there have all sorts of gatekeepers and it’s hard. So the way you get through is not being more annoying, and trying to get through people. The way you get to them is by understanding the levels of that. So I tried a whole bunch of times, and I couldn’t get in so I was like, “Crap, screw those guys. They don’t like me anyway, they must be jerks, I’m sure they’re just avoiding me and I’m on a blacklist….” All the thoughts that go through your head. And at that time, I started looking around me. I started looking around and I was like, “hey, there’s some really cool people here.” And that’s when I met, I remember Mike Filsaime, Mike Filsaime at the time had just created a product he launched and he had like a list of, I don’t know, maybe 3 or 4 thousand people. And I remember I created my first product, Zipbrander, and I was all scared and I’m like ,”Hey Mike, I created this thing Zipbrander.” And he messaged back, “Dude that’s the coolest thing in the world.” A couple of things, Mike didn’t have a gatekeeper, it was just him. He got my email, he saw it, and he was like, “This is actually cool.” I’m like, “Cool, do you want to promote it?” and he’s like, “Yes, I would love to promote it.” I’m like, oh my gosh. I had never made a sale online at this point, by the way, other than a couple of little things that fell apart. I never actually made a sale of my own product. Zipbrander was my very first, my own product that I ever created. So Mike was that cool, he sent an email to his list, his 5000 person list, they came over, I had this little pop up that came to the site and bounced around, back in the day. I had 270 people opt in to my list from Mike’s email to it, and I think we made like 8 or 10 sales, which wasn’t a lot, but 67 that’s $670, they gave me half, I made $350 on an email and gained 300 people on my list. I’m like, oh my gosh this is amazing. And I asked Mike, “Who are the other people you hang out with? I don’t know very many people.” And he’s like, “Oh dude, you gotta meet this guy, he’s awesome.” And he brought me to someone else, and I’m like, “Oh this is cool. “ and Mike’s like, “Dude, I promoted Zipbrander, it was awesome, you should promote it.” And then he’s like, “Oh cool.” And he promoted Zipbrander. I’m like, oh my gosh, I got another 30-40 people on my list and there were a couple more sales. And then I asked him, “Who do you know?” and there was someone else, and we stared doing this thing and all the sudden there were 8 or 10 of us who were all at this level and we all started masterminding, networking, figuring things out, cross promote each other and what happened, what’s interesting is that all of our little brands that were small at the time started growing, and they started growing, and they started growing. All the sudden we were at the next tier. And when we got to the next tier all the sudden all these new people started being aware of us and started answering our calls and doing things, and Mike’s like, ‘Oh my gosh, I met this guy who used to be untouchable.” And he brought him in and brought them in and all the sudden we’re at the next level. And we started growing again and growing again. And the next thing we know, four years later I get a phone call from Tony Robbins assistant, they’re like, “Hey I’m sitting in a room and I got Mike Filsaime, Frank Kern, Jeff Walker, all these guys are sitting in a room with Tony Robbins and he thinks that you guys are the biggest internet nerds in the world, he’s obsessed with it and he wants to know if he can meet you in Salt Lake in like an hour.” What? Tony Robbins? I’ve emailed him 8000 times, he’s never responded even once, I thought he hated me. Not that he hated me, it’s that he had so many gatekeepers, he had no idea who I was. But eventually you start getting value and you collectively as a level of the dream 100 becomes more and more powerful. Eventually people notice you because you become the bigger people. And each tier gets bigger and bigger and bigger. So my biggest advice for you and for everybody is understanding that. Yes, it’s good to have these huge dreams and big people, but start looking around. There are so many partnerships to be had just inside this room. How many deals have you done with people in this room so far? Nic: Quite a few. Russell: More than one, right. Nic: Yeah, more than one. Russell: Start looking around you guys. Don’t always look up, up, up and try to get this thing. Look around and realize collectively, man, start doing the crossings because that’s how everyone starts growing together and there will be a time where I’ll be coming to you guys begging, “Can you please look at my stuff you guys, I have this thing called Clickfunnels. You may have heard of it. Can you please help me promote it?” And that’s what’s going to happen, okay. So the level of the dream 100 is the last thing, just don’t discount that. Because so many people are like swinging for the fence and just hoping for this homerun like I was, and it’s funny because I remember eventually people would respond to me, that I was trying for before, and they’d contact me. And I was like, oh my gosh. I realized, I thought this person hated me, I thought I was on a black list. I was assuming they were getting these emails and like, “oh, I hate this. Russell’s a scammer.” In my head right. They never saw any of them. Until they saw me, and they reached out to me and the whole dynamic shifted. So realizing that, kind of looking around and start building your dream 100 list, even within this room, within the communities that you’re in, because there’s power in that. And as you grow collectively, as a group, everyone will grow together, and that’s the magic. So that was number seven. So to recap the seven really quick. Number one, tell your story way too much, to the point where you’re so annoyed and so sick and tired of hearing it that everybody comes to you, and then keep telling it even some more. Number two, in everything you’re doing, energy matters a lot. To the point, even above what you think you’re comfortable with and do that all the time. Number three, make offers for everything. Hook, story, don’t leave them hanging, give them an offer because they’ll go and they will feel more completed afterwards. Number four, start building a list, it ties back to the first thing. Make an offer, get them to build your list, start growing your list because your list is your actual business. Number five, integration marketing. Look for other people’s marketing channels and how you can weave what you do into those channels, so you can get free traffic from all the people who are doing stuff. Number five, create rainmaker projects, find really cool things and bring four or five people together and make something amazing. Share the cash, share the customer list, elevate your status, elevate your brand, and it’s really fun to do because you get to know a whole bunch of people. And Number seven, understanding the levels of the dream 100. Find the people at your level and start growing with them together collectively as you do that, and in a year, two years, three years, five years Tony Robbins will be calling you, asking you to make his video and it will be amazing. Does that sound good? Awesome. Learn more about your ad choices. Visit megaphone.fm/adchoices

Replay of a special conversation I had on stage at a Traffic Secrets event with a friend and a student, Nic Fitzgerald. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Hey everyone, this is Russell Brunson and I want to welcome you to the Marketing Secrets podcast. The next two episodes are a really special one. For our Two Comma club X members and our inner circle members I did an event recently, some of you guys heard me talk about it. It was a traffic secrets event, where I’m getting all the material ready for the book. And the night before when I was doing all the prep work I had this thought. I was like, I want to bring up somebody on stage and it’s somebody who was a friend I grew up with in elementary school, and junior high, and high school, someone who was down on their luck, who was really, really struggling. About a year ago I saw him post something on Facebook and I reached out, and this interview is happening about a year later. He tells his story about what happened and the transformation and the change that’s happened by being involved inside our Clickfunnels, Funnel Hacker community. So I wanted to share that with you as part of the event, so this first half is going to be Nic kind of telling his story and it’s going to be the story from the bottom of the barrel where they were, they literally made $25,000 a year for 3 years in a row and then the transformation to this year, they’ll do well over six figures. And that’s going to be this first podcast. And the second podcast episode is, I did a live coaching session with him on stage, and I want to share that with you as well because I think there’s a lot of things for you specifically that you can get from this episode too. So the next few episodes are going to be sharing this really fun conversation that happened late night at the Traffic Secrets event with my friend Nic Fitzgerald, and if you think that name sounds familiar, I have talked about him before on this podcast. In fact, a little over a year ago I did a podcast episode called “Being a Rainmaker” that was a personalized podcast that I sent to Nic specifically to help him with what he was struggling with at the time. So anyway, I wanted to share this with you because it will take you full circle to show you kind of the progress and the momentum and things that are happening in his life, and I think it will be encouraging for you to hear the story because no matter where you are in your journey right now, if you are struggling, doing well, or if you’re somewhere in between, there are parts of this story that will resonate with you. And in the second episode where I coach Nic I think will help everybody as well. So with that said, let’s jump right in and have some fun. I want to introduce you to my friend Nic Fitzgerald. Alright so I want to set the tone for the next hour or so of what the game plan is. So I have a first initial question that I’m curious about with everyone here. I’m curious, who since they joined the Two Comma Club X program has had some kind of experience with Mr. Nic Fitzgerald? That’s powerful, I’m going to talk about why in a little bit, but very, very cool. So some of the back story behind this, and then we’re going to introduce him up, and when he comes up I want you guys to go crazy and scream and cheer and clap, because it will be good, and then I want him to sit down so we’ll be the same height, which will be good, it’ll be fun. So some of the back story, I actually met Nic the very first time in elementary school, and even in elementary school he was a foot and a half taller than me, which is amazing. He was like 6 ft 2 in like third grade, it was amazing. But we knew each other when we were dorky little kids and going up through elementary school we were both doing our things, and we didn’t have a care in the world and everything’s happening. And as we got older he kept getting taller, I stopped growing. And then we got into high school and he kept growing and he joined the basketball team. I didn’t keep growing so I went downstairs in the basement, literally, at our high school in the basement they call it the rubber room, and it’s this room that smells like, I don’t even know, but it’s under the gym. So he would go upstairs and fans would show up and people would cheer for them, and scream at their games. And all the girls would come to the games. And we’d go down in the rubber room by ourselves and cut weight and put on our sweats and lose weight and we’d jump rope and sweat like crazy. And we’d sit there, and I remember one day after working out for two hours pouring in sweat, I had my plastic gear on and my sweats on top of that, my hoodie and my hoods and we got the wrestling mats, and literally rolled ourselves up in the wrestling mats to keep the heat in, and we laid there and we were so hot. And I could hear the basketball players in the gym up above having so much fun and people cheering for them. And all the girls were there. And I was like, “Why are we not playing basketball?” It doesn’t make any sense. But during that time, obviously we were in two different kind of worlds, and we didn’t really connect that much, and then we left our separate ways. And I didn’t hear from him for years and years and years. And then do you guys remember Facebook when it first came out? The first time you got it and you log in and you’re like, “Oh my gosh, I can connect with people.” And you start searching the friends you know and then you find their friends and you spend a day and a half connecting with every person you’ve ever remembered seeing in your entire life? Do you guys remember that? So I did that one night, I connected with everybody. Everyone in high school, everyone in junior high, or elementary, everyone in every stage of my life, as many as I could think of. And then I was like, I think that’s everybody. Okay, I’ve connected with everybody. And one of those people that night was Nic. And then, but I didn’t say hi, I just friend requested and he requested back and I’m like, cool we’re connected. And then after that I got kind of bored with Facebook for like a year or so. Then a little while later I found out you can buy ads on it and I was like, what, this is amazing. So we started buying ads and everything is happening. And it’s crazy. And then what happened next, I actually want Nic onstage to tell you this story because I want you to hear it from both his perspective and my perspective, I think it’d be kind of interesting. So let’s do this real quick. As you guys know Nic has been a super valuable part of this community since he came in. I’m going to tell the story about how he got here and some of the craziness of how he signed up when he probably shouldn’t have and what’s been happening since then, because I know that you guys have all been part of that journey and been supporting him. How many of you guys are going to his event that’s happening later this week? He just keeps giving and serving, he’s doing all the right things, he’s telling his story, he’s doing some amazing stuff. So my plan now is I want to talk about the rest of the story. I want to tell you guys what I told him a year ago and then I want to tell you guys my advice for him moving forward, because I feel like it’s almost in proxy. I wish I could do that with every one of you guys. Just sit down here and coach you. But I feel like he’s at a stage where some of you guys aren’t to where he’s at yet and some of you are past that, and some of you guys are right where he’s at, and I feel like the advice that I really want to give him, will help you guys at all different levels. So that’s kind of the game plan. So with that said, let’s stand up and point our hands together for Mr. Nic Fitzgerald. Look how tall I am. I feel like….okay, so I had him find this post because I wanted to actually share a little piece of it. So this, I’m going to share a piece of it, I want to step back to where you were at that time in your life. So this was July 7, 2017, so what was that a year and a half ago, ish? So July 7, 2017 there was a post that said, “Long post disclaimer. I hate posting this, blah, blah, blah.” So at the time my family was about to go on a family vacation. We’re packing up the bags and everything, and you know how it is, you do a bunch of work and then you stop for a second and your wife and kids are gone and you’re like, pull out the phone, swap through the dream 100 and see what’s happening.  And somehow this post pops up in my feed and I see it, I see Nic my buddy from 20+ years ago and I’m reading this thing and my heart sinks for him. Some of the things he says, “I hate posting things like this, but I felt like need to for a while. Being poor stinks. For those friends of mine who are ultra conservative and look down consciously or not, on people like me, I can honestly tell you that I’m not a lazy free loader who wants something for nothing. I’m not a deadbeat who wants Obama or whoever to blame now, to buy me a phone. I’m not a lowlife trying to get the government to pay for my liposuction. I’m not a druggie who eats steak and lobster for dinner with my food stamps. I’m a father of four, a husband, someone who lost everything financially, including our home when the time came to have your healthcare in place or to get fined, I went through the process. “Based on my family size and income, we were referred to the state to apply for those programs. We couldn’t get coverage for ourselves to the exchange in other places, we qualified for Medicaid. After the process was complete, the state worker suggested we try to get some other help, some food stamps.” It kind of goes on and on and on and he says, “In 2016 I made $25000. $25,000 plus our tax returns for the previous year. So a family of 6 living on $25,000 a year is being audited for receiving too much help, too much assistance.” And it kind of goes on and on and on with that. He says, “I’ve never abused drugs or alcohol, I’ve never even tried them. I’m just a guy trying to live the American dream and provide for his family. It’s unfortunate that we look down on those who are trying to better our lives, even if it leaves them from receiving help from assistance in place to help them. Look down on me if you want, I don’t care. I know the truth. My family is healthy and sheltered and that’s all that matters. I don’t wish these trials on anyone else…” and it kind of goes on from there. So I want to take you back to that moment, what was, talk about what you were experiencing and what you were going through during that time. Nic: I didn’t expect this. I’m a friendly giant, but I’m a big boob too. Back at that time, I had started what I thought was, I started my entrepreneurial journey. I was working in film full time, working 12, 14, 16 hour days making $200 a day, just killing myself for my family. Going through the process of, I’d lost my job because I wasn’t going to hit my sales, I was a financial advisor, and I wasn’t going to hit my sales numbers. So you know, my ticket was stamped. So I said okay, I’m going to do my own thing. And in the course of all that, it was time to get your health insurance and those things, and I went through the proper channels, like I felt like I should. And I was referred to the government for the programs, based on the numbers. And as a provider, a father, an athlete competitor, I felt like a failure. We’ve all, when you have to rely on somebody else , or somebody else tells you, “Hey, we don’t think you can do this on your own, come over here and we’ll take care of you.” That’s basically what I was told. So it was hard to accept that and to live with that reality. So we did, and I worked hard and it was a blessing really, to not have to worry about how much health care costs or have some of the things to supplement to feed our family and stuff. So it was great and it was wonderful. But then I got the email from the state saying, “Hey, you’re being audited. We’re just looking at things and we’re not sure. You’ve been getting too much help.” So at that point I’m just sitting there frustrated because I’m working my butt off, just trying to make things happen, become someone involved in the film community in Utah. And I was, and everyone knew me, and I had a reputation, but I still was a nobody in the eyes of the government. So I went to Facebook to whine, looking for what I wanted, which was a pat on the back, “There, there Nic, you’re doing…we know you’re a good dude and you’re working hard.” That kind of thing, and I did… Russell: I was reading the comments last night. “Oh you’re doing a good job man. Good luck.” Everyone like babying him about how tough life can be. Nic: So I got what I wanted, but it still didn’t change anything. I still had to submit my last two years of tax returns and all of the pay that I’d got and everything like that, so they could look at our case number, not Nic, Leisle, Cloe,Ewen, Alek, William. So it was just one of those things. I got what I wanted, then comes Russell to give me what I needed, which was…. Russell: I saw that and I’m like packing the kids bags and everything and I was like, “ah, do I say something?” I don’t want to be that guy like, “Hey, 20 years ago…” and I was like, ah, I kept feeling this. Finally I was like, “hey man, I know we haven’t talked in over 20 years…” This was on Facebook messenger, “we hadn’t talked in like 20 years. I saw your post today and it sucks. And I know what’s wrong, and I can help. But at the same time, I don’t want to be that guy and I don’t want to step on any toes. I know we haven’t talked in 20 years, I have no idea if this is even appropriate. But I know what’s wrong, I can help you. And no, this is not some cheesy MLM I’m trying to pitch you on. But if you’re interested in some coaching, I know what’s wrong.” And I kind of waited and then I started packing the bags again and stuff like that. I’m curious of your thoughts initially as you saw that. Nic: It’s funny because my phone was kind of blowing up with the comments. So I would hear the little ding and I would check. And then I saw that it was a message from Russell, and we had said like, “Hey, what’s up.” And had a few tiny little small talk conversations, but nothing in depth personal. So I saw that he sent a message, so I’m like, “Sweet.” So I look at it, and I was half expecting, because I knew he was successful, I didn’t know about Clickfunnels per se. I knew he had something going on that was awesome, but I didn’t know what it was. So I was wondering, “I wonder what he’s going to say, what he has to say about things?” But I read it and it was funny because when you said, “I don’t want to overstep my bounds. It’s been a long time, I don’t want to step on toes.” Kind of thing, Russell, we all know his athletic accolades and stuff. I was a great basketball player too, I was in the top 200 players in the country my senior year and stuff like that. So I’ve been coachable and played at high levels and been coached by high level guys. So when I read it and he said, “I know what’s wrong and I can help you.” I was just like, “Yes.” That was my reaction. I just did the little, um, fist pump, let’s do this. So I replied back and I thanked him for reaching out and stuff, and I just said, I think I even said, “I’m coachable. I will accept any guidance.” And things like that. Because up until that point in my life, especially in sports, if a coach showed me something, I would do it the way he did, and I would kick the other dude’s butt. I didn’t care. I played against guys who made millions of dollars in the NBA. I dunked, I posterized on Shawn Marion when he was at UNLV my freshman year of college. I started as a freshman in a division one school in college. So I would take, I’ve always been that kind of, I would get that guidance, that direction, I can put it to work. So I was just like, “Dude, Mr. Miyagi me.” I’m 8 days older than him, so I’m like, “young grasshopper, yes you can teach me.” That kind of thing. So I welcomed it and I was excited. I had no idea, because again I didn’t know what he did. I just knew he had a level of success that I didn’t have. And if he was willing to give me some ideas, I was going to hear him out for sure. Russell: It was fun, because then I messaged him back. I’m packing the car and Collette’s like, “We gotta go, we gotta go.” I was like, ah, so I get the thing out and I was like, “This is the deal. I’m driving to Bear Lake, it’s like a six hour drive. I’m going to give you an assignment and if you do it, then I’ll give you the next piece. But most people never do it, so if you don’t that’s cool and I’ll just know it’s not worth your time. But if it’s really worth your time, do this thing. I need you to go back and listen to my podcast from episode one and listen to as many episodes as possible, and if you do that I’ll make you a customized episode just for you telling you exactly what’s wrong and how to fix it. But you have to do that first. “And I’m not telling you this because I’m on some ego trip, but just trust me. The problem is not your skill set, you  have mad skills, you’re good at everything. It’s all a problem between your ears. If we can shift that, we can shift everything else.” Then I jumped in my car and took off and started driving for six hours. And then the next day, or a day later you’re like, “I’m 14 episodes in.” he was still listening to the crappy one’s, according to Steven Larsen. The Marketing In Your Car, he was probably thinking, “This is the worst thing I’ve ever heard, ever.” But he did it. I said do it, he did it. And he kept doing it and doing it, and so two days into my family vacation I had Norah, you guys all know Norah right. She’s the coolest. But she won’t go to bed at night, she’s a nightmare. Don’t let that cute face trick you, she’s evil. So I’m like, I can’t go to sleep, so finally I was like, I’m going to plug her in the car and drive around the lake until she falls asleep. So I plug her in the car, strap her in and I start driving. And I’m like, this could be a long, long thing. She’s just smiling back here. I was like ugh. I’m like you know what, I’m going to do my episode for Nic. So I got my phone out, I clicked record and for probably almost an hour, it was an hour. I’m driving around the lake and I explain to him what I see. Did anyone here listen to that episode? I’m curious. I’m going to map out really quick, the core concept. Because some of you guys may be stuck in this, and the goal of this, what I want to do is I want to map this out, and then what’s funny is last year at Bear Lake, so a year later we had this thing where I was like, we should do a second round where I do a year later, this is the advice now. And I wrote a whole outline for it and I totally never did it. So I’m going to go through that outline now, and kind of show him the next phase. So you cool if I show kind of what I talked about? Nic: For sure. Russell: Alright, so those who missed the podcast episode, who haven’t been binge listening, you’ve all failed the test, now you must go back to episode number one, listen to the cheesy jingle and get to episode, I don’t know what it was. Okay, I’ve said this before, if you look at any business, any organization, there’s three core people. The first one is the person at the top who is the entrepreneur. The cool thing about the entrepreneur is the entrepreneur is the person who makes the most amount of money. They’re the head and they get the most amount of money. The problem with the entrepreneur is they also have the most risk, so they’re most likely to lose everything. I’ve lost everything multiple times because I’m the guy risking everything. But the nice thing is entrepreneurs that write their own paychecks, there’s no ceilings. So they can make as much as they want. They can make a million, ten million, a hundred million, they can do whatever they want because there’s no ceiling. So that’s the first personality type. The second personality type over here is what we call the technicians. The technicians are the people who actually do the work. And what’s funny, if you look at this, people who go to college are the technicians. What do they do, they look down on entrepreneurs, they look down on sales people. “Oh you’re in sales. What are you a doctor?” For crying out loud in the night. But they look down on people like us. Because “I’m a doctor. I went to 45 years of school.” What’s interesting, there’s technicians in all sorts of different spots right. I actually feel bad, I shouldn’t say this out loud, but at the airport here I saw one of my friends who is an amazing doctor and him and his wife were leaving on a trip and we were talking and he said, “This is the first trip my wife and I have been on in 25 years, together by ourselves.” I’m like, “What?” and he’s like, ‘Well, we had medical school and then we had kids and then we had to pay off medical school and all these things. Now the kids are gone and now we finally have a chance to leave.” I was like, wow. Our whole lives we’ve heard that medical school, becoming a doctor is the…..anyway that’s a rant for another day. But I was like, there’s technicians. And what’s interesting about technicians, they don’t have any risk. So there’s no risk whatsoever, but they do have, there’s a price ceiling on every single person that’s a technician, right. And depending on what job you have your price ceiling is different. So doctors, the price ceiling is, I have no idea what doctor’s make, $500 grand a year is like the price ceiling, that’s amazing but they can’t go above that. And different tasks, different roles, different position all have different price ceilings. But there’s like, this role as a technician makes this much, and this one makes this much and you’re all kind of these things. I said the problem with you right now, you have these amazing skill sets, but you are stuck as a technician in a role where they’re capping you out, where the only thing you can make is $25k a year. Remember I asked you, “What have you been doing?” and you’re like, “Oh, I’ve been networking, I’ve been learning, I’ve been getting my skills up, getting amazing.” I’m like, “That’s amazing, you’re skills are awesome, but your ceiling is $25k a year. No matter how good you get you are stuck because you’re in a technician role right now.” I said, “you’ve got a couple of options. One is go become an entrepreneur, which is scary because you’ve got four kids at home and you don’t have money anyway.” I am so eternally grateful that when I started this game, my wife, first off, we didn’t have kids yet, my wife was working, we didn’t have any money but I didn’t have to have any money at that time, and I’m so grateful I was able to sometimes, I was able to risk things that nowadays is hard. For you to come jump out on your own initially and just be like, “Boom, I’m an entrepreneur and I’m selling this stuff.” That’s scary right, because you’ve got all this risk. So I was like, that’s the thing, but it’s going to be really, really hard. I said, “there’s good news, there’s one more spot in this ecosystem. And the cool thing about that spot it’s that it’s just like the entrepreneur, there’s no ceiling, now the third spot over here is what we call the rainmakers. The rainmakers are the people who come into a business and they know how to make it rain. This is the people who know how to bring people into a company. Leads, they bring leads in. They know all this traffic stuff they’re talking about. These are the people who know how to sell to leads and actually get money out of peoples wallets and put it into the hands of the entrepreneurs. These people right here, the rainmakers don’t  have ceilings. In fact, companies who give the rainmaker the ceiling are the stupidest people in the world, because the rainmaker will hit the ceiling and then they’ll stop. If you’re smart and you have a company, and you have rainmakers, people driving traffic, people doing sales, if you have a ceiling they will hit and they will stop. If you get rid of the ceiling and then all the sudden they have as much as they want, they have less risk than the entrepreneur, but they have the ability to make unlimited amount of money. I said, “Your skill set over here as a technician is worth 25k a year, but if you take your skill set and shift it over here and say, “I come into a company and I’m a rainmaker. I create videos, I create stories, they’ll sell more products, more things.” Suddenly you’re not worth 25,000, now you’re worth $100,000, you’re worth $500,000. You’re worth whatever you’re able to do, because there’s no ceiling anymore. And that was the point of the podcast. I got done sending it, then I sent it to him and I sent it to my brother to edit it. And I have no idea what you thought about it at that point, because we didn’t talk for a while after that. But I’m curious where you went from there. Nic: So the first thing, you know, being told I was really only worth $25,000 in the eyes of the people who were hiring me, that was a punch in the gut. That sucked to hear. Thanks man. It was just like, I literally was working 12, 14, 16 hour days, lifting heavy stuff, I did a lot with lighting and camera work, not necessarily the story writing stuff, but you know, for him to put it so perfectly, that I was a technician. I thought going in, when I failed as an advisor and I started my own company, or started doing videos for people, and being so scared to charge somebody $250 for a video, being like, “they’re going to say no.” That kind of thing, and now I wouldn’t blink my eyes for that. But you know, it’s one of those things for him to tell it to me that way, just straight forward being like, “You are, you’re learning great skills and you’re meeting amazing people.” I worked with Oscar winners and Emmy winners and stuff in the movies and shows that I worked on, but again, I was only worth that much, they had a finite amount of money, and I was a small part of it, so I got a small piece. So listening to all of that, and then hearing the entrepreneur, the risk and stuff. I’m really tall, I’m 6’9” if you didn’t know. I’m a sink or swim guy, but because I’m tall I can reach the bottom of the pool a lot easier. When I jumped in, we had lost, as a financial advisor we had lost our home and we lost all these things. So I was like, I have nothing left to lose. Worst case scenario, and I had never heard that mindset before. We were renting a basement from a family members, our cars were paid off. Worst case scenario is we stayed there and get food stamps and that kind of thing. There was nowhere to go but up from there. So for me, I was just so excited. I’m like, I want to be a rainmaker, I want to be an entrepreneur, but I didn’t know where to find the people that I could do that for. So I was in this thing where I was still getting lots of calls to work as a technician, but I didn’t want to do that anymore. I didn’t want to put myself, my body, my family through me being gone and then when I’m home I’m just a bump on a log because I’m so wiped out, all that kind of stuff. So that was my biggest first thing, the action point for me. I started thinking, okay how do I transition out of this? How do I get myself out and start meeting the right people, the right kinds of clients who do have budgets and things like that, and how do I make it rain for them. That’s when I made that shift from working as a technician. I told myself I’m not going to do it anymore. The last time I technically worked as a technician was about 9 months ago. It was for a friend. So I made that shift and it was just amazing. Like Russell was talking about earlier, when you start to track it or when it’s part of your mindset, things start to show up and happen. You meet the right people and stuff. So those things just started, just by listening to that one hour long thing, I started changing and then the black box I got, Expert Secrets and Dotcom Secrets and started going through that as well. And it was just like, you see in the Funnel Hacker TV, that moment where the guy goes, “RAAAAA” that’s what happened with me. It was like a whole new world, Aladdin was singing. He was Aladdin and I was Jasmine, with a beard. Russell: I can show you the world. Nic: Exactly. But that’s what really, literally happened with me. Russell: That’s cool. Alright this is like summertime, he’s going through this process now, figuring things, changing things, shifting things, he’s changing his mindset. We go through the summer, we go through Christmas and then last year’s Funnel Hacking Live, were we in February or March last year? March, and so before Funnel Hacking Live we kind of just touched base every once in a while, seeing how things are going. He’s like, “Things are going good. I’m figuring things out.”  And then Funnel Hacking Live was coming, and I remember because we’re sitting there, and I think he messaged me or something, “Funnel Hacking looks awesome I wish I could make it.” I was like, “Why don’t you come?” And you’re like, “I just can’t make it yet.” I was like, “How about this man, I guarantee you if you show up it’ll change your life forever. I’m not going to pay for your flights or your hotel, but if you can figure out how to get there, I’ll give you a free ticket.” And that’s I said, “if you can come let Melanie know, and that’s it.” And I didn’t really know much, because you guys know in the middle of Funnel Hacking Live my life is chaos trying to figure out and how to juggle and all that stuff. So the next thing I know at Funnel Hacking Live, we’re sitting there and during the session I’m looking out and I see Nic standing there in the audience. And I was like, ‘I have no idea how he got there, but he’s there. Freaking good for him.” And I have no idea, how did you get there? That wasn’t probably an easy process for you was it? Nic: No. Credit cards. It was one of those things, I looked at flights. As soon as we had that conversation, it was funny because I was, I can’t remember what was going on, but it was a day or two before I responded back to his invitation. And I was like, I’d be stupid to say no. I have no idea how I’m going to get there. I think I even said, “I’ll hitch hike if I have to, to get there.” Can you imagine this giant sasquatch on route 66 trying to get to Florida. But I told my wife about it, and this is where Russell might have this in common. My wife is incredible and super supportive and she let me go. And we didn’t have the money in the bank so I said, “I’m going to put this on the credit card, and as soon as I get back I’m going to go to work and I’ll pay it off. I’ll get a couple clients and it will be fine.” So I booked the hotel, luckily I was able to get somebody who wasn’t able to go at the last minute and I got their hotel room, and I got the lfight and I came in and I was in the tornado warnings, like circling the airport for 5 hours, like the rest of you were. So I got there and I just remember I was just so excited. Walking in the room the very first day, the doors open and you all know what it’s like. I don’t have to relive this story. I remember I walked in and the hair on my arms, it was just like {whistling}. It was incredible, just the energy and the feeling. And I was like, t his is so cool. And then the very first speech, I was like that was worth every penny to get here. If I left right now it would have all been worth it. And you all know because you’re sitting here, you’ve felt that too. So that was my, getting there was like, “Honey, I know we don’t have the money, we have space on the credit card, and when I get home I swear I will work hard and it will be okay.” And she’s like, “Okay, go.” So I did. Russell: So now I want to talk about, not day one, or day two, but on day three at Funnel Hacking Live. How many of you guys remember what happened on day three? Russell sneak attacked all you guys. I was like, if I start going “Secret one, Secret two, Secret three” you guys will be like, “Here it is.” Sitting back. I was like, how do I do the Perfect webinar without people knowing it’s the perfect webinar? And I’m figuring this whole thing out, trying to figure that out. And we built a nice presentation, create an amazing offer for this program you guys are all in. And as you know, all you guys got excited and ran to the back to sign up and now you’re here. But you told me this personally, I hope you’re willing to share. But I thought it was amazing because you didn’t sign up that night. And I would love to hear what happened from then to the next day, and kind of go through that process. Nic: So this is my first Clickfunnels, I was all new to this whole thing. I was so excited when the 12 month millionaire presentation came up and I was like, “This is awesome.” Then I see it in the stack and I’m like, “I’m seeing the wizard,  I can see the wizard doing his thing.” And I was just so excited, and then the price. And it was a punch in a gut to me, because I was so, listening to it I was like, ‘This is what I need. This is what I want, this is what I need. It’s going to be amazing.” And then the price came and seriously, the rest of the night I was just like…. The rest of the presentation and everything after that I was just kind of zoned out. I just didn’t know what to do. Because I knew I needed it so badly and I’m like, that’s almost twice what we’re paying in rent right now. You know, it was just like, how am I going to justify this when I’m on food stamps and Medicaid and all this kind of stuff. You know, “yes, I’m on that but I dropped this money on a coaching program.” Russell: “From this internet coach.” Nic: Right. And so I’m having this mental battle and get back home to my room that night and I didn’t go hang out with people. I just was not feeling it. And I remember texting my wife on the walk back to the room. And I took the long way around the pond, just slowly depressedly meandering back to my room. And I’m texting her and I’m telling her how amazing it was and what the program would do and all that kind of stuff, and she’s like, “That sounds great.” And I’m purposely not saying how much it’s going to cost, just to get her excited about it, so I can maybe do a stack with her right. “For this and this….” See if I could try it. I didn’t, I failed when it came to doing that. I told her the price and she’s like, “That’s a lot of money. How are you going to pay for it.” And I’m like, “I don’t know.” And I’m like, “The only thing I can do, because I have to sign up while I’m here, and pay for it while I’m here. I can put it on the credit card and then we will figure it out.” So we talked a lot and I talked to my dad and it was the same thing. He was like, “Man, that’s a lot.” Just the scarcity mindset that a lot of us have with our family members and support system who aren’t, don’t think, who aren’t the crazy ones. So I went to bed and I got emotional, and I slept so so bad. Just didn’t sleep well that whole night. And again, I talked to my wife again the next morning, and I just, we just said, “It would be awesome. But I can’t do it, so I’m just going to work hard and figure something out and then if it ever opens up again, then I’ll be in a position to do it.” So I left my room that morning with that in my mind. I made the mistake of keeping my wallet in my pocket though, because I’m here. I again made the long walk back and kind of gave myself a pep talk like, “Don’t worry about that kind of stuff. Just more value out of it, meet more people.” So that’s when I left my room that morning, that’s where my mind was. Russell: What happened next? Nic: I walked into the room and Kevin Hansen, who I had, it’s funny, he does a lot of editing for Clickfunnels, and he and I had actually met independent of Clickfunnels before. It was one of those things like, “Oh you do, oh my gosh.” and it was like 2 months after we’d met. So I was talking to him, just chitchatting, and I just had right then in my mind, it was like, “Walk over to the table and sign up. If you don’t do it now, you’re never going to do it.” And it was just one of those things, because I’d given myself that speech, that whole five minute walk across the property. So I finished up talking with him and I just said, “I’ll be right back.” And I walked straight over to the table, got out the credit card, wrote it all down, and I’m like, I don’t even know what my limit is, so I hope whenever they run this that it goes through. I don’t know what’s going to happen. So I did and I got that little silver ribbon that we all got. And again, {whistling} chills. Like I was like, holy crap, this is amazing. I put it on my little lanyard thing and I was just like, I couldn’t believe it. The adrenaline and all that stuff of, “I’m doing it. And my wife is going to kill me when I get back home.” So that’s, then I went and got my seat and I was just floating, you know. I was so amped, I could have “Steven Larsened” it and screamed over the noise of everybody else and it would have been very, you would have heard it. So that’s what I did that morning. I was like, ‘Not going to do it, not going to do it, not going to do it.” I walked in, 60 seconds done. You have my money. Russell: So I’m curious, when did you tell your wife? This is like a marriage counseling session, huh? Nic: yeah, do you have a couch I can lay down on? Russell: A big couch. Nic: yeah, really. So I got home and I didn’t tell her, at all. I didn’t. I said, the clock is ticking. I have 30 days until that hits, or 20 days until the credit card statement comes and she’s like, “Wait, why is there an extra $2000 bucks on here?” So I just, I said, I’ve got some time because my wife, she’s 5’3”, she’s dainty, little petite lady, but she’s not scary I guess. But this is the first time I was really scared to tell her something in our marriage. So I just said, I’m just going to hit the road hard and see what I can come up with to cover at least the $1800 and the hotel, for what I racked up at Funnel Hacking Live, and then that will get me another 30 days to figure something out. So I went and I never told her until the credit card statement came and she saw it. She’s like, “What’s this?” But what happened before that, I don’t know, do you have something after that or do you want me to go to the next part? Okay, so me going to work and being like, “I gotta find it.” and it’s funny that night at Funnel Hacking Live, I went on Facebook and I created some half thought through offer where it was like, “Hey if I can get like 5 people locally where I’m at to do a monthly low number where I create a couple of videos for a monthly retainer, that will cover it and I can figure it. But nobody nibbled on it. So I got home and I started just trying to figure stuff out. And I had met another lady who had a company and she uses Clickfunnels for her course. And it was funny, I talked to her before I went to Funnel Hacking Live, and we were talking and she was like, “Do you know Clickfunnels?” And I was like, “That’s so crazy. I do.” Because I’d never met anybody else that had. So I got home and I shot a little video with her, it was a test to do some modules for her course and she loved it and it was great. So we were talking about, she had like 20 videos she wanted to do and we were talking about budget, and I just said, “you know what, for that much, for that many videos and all this kind of stuff, it’s going to be $25,000.” And she didn’t even blink. She’s like, “Perfect, that’s great.” Thank you, you guys. You’re going to make me cry. Thank you.  And that was like maybe two weeks after I got home that that happened. And I left her house and I tried my hardest not to do a jump heel click going down her driveway, out to my car, and I got around the corner and I messaged Russell like, “dude, you’ll never guess. I just closed my first 5 figure deal and this is what it was…” and he was like, “That’s so cool.” You know. But it was the whole plata o plomo thing, I would never have the guts to ask for something like that, I know that I should and that my skills and what I can do are worth that and more, and it’s been proven to me again and again since then, but to ask the first time, that first time you have a big ask and you’re just throwing yourself out there, and if she would have said no…Now what am I going to do? Because I had actually done another pitch where I did like a webinar pitch where I  had a stack and slides and stuff because it was for a Chamber of Commerce, and I wanted to charge them 2500 a month to do like 4 videos a year. And I did the whole thing like, “If you do it, it’s $2500 a month, or if you do it all right now it’s this…” that whole you know, and they passed on it. I was like, ugh. So it was just one of those things where being around y’all, that was my first experience being around entrepreneurs, really. I have friends who have had businesses, but I felt weird for wanting to create my own thing or being selfish because I have four kids. Like why don’t you go get a real job? All those conversations that you hear and have with yourself, especially when things aren’t going great. But it was like okay, I have to get it done or I have to drop out. And I just, even in that short amount of time I received so much value from the people I was beginning to meet, and then as the content started coming out I was like, “There’s no way I could live without this after having a taste of it.” So that was my, I had to get it done and it worked out. Russell: Amazing, I love that story. So coo. Alright, so since then, how many of you guys have watched his….are you daily or almost daily Facebook Lives? Nic: Pretty much, almost daily. I’ll miss some… Russell: How many of you guys have watched his daily Facebook lives, he’s doing what we’re saying right. He’s doing it. He’s doing it. I see it, I see it coming in my feed. It pops in my feed over and over. He’s doing what we’re talking about. He’s attracting people, he’s telling stories. All the stuff we’re talking about, he’s been doing it. But part of it, he had to have that emotion, that plata o plomo moment and then he hit it and it’s just like, he’s been running and running and running and running. And it’s been so insanely fun to watch the progress and the growth. Some of you guys know he put out an event that’s coming up this weekend and sold out in 5 seconds. He’s like, “I sold out, should I make it bigger?” and I’m like, “No people should have responded to you faster, it’s their fault. Sell it out because next time it will be easier to sell it out again and easier to sell out again.” But he did it by giving tons of value. Telling stories, telling stories, telling stories, providing more value to you guys, to other entrepreneurs, other people in the community and people are noticing. All the stuff we talked about today, he’s doing it. Consistently, consistently, consistently doing it. That was so cool. I don’t even know where to go from here. Alright I know where to go from here. Before I move into this, was it scary? Nic: All of it scary? Well, this is what, back to my competitive days, I don’t care who, I’d played against the best players in the country at high levels. And I didn’t care if you were going to the NBA, being recruited by Duke, once we got into the lines I didn’t care who you were, I was going to make you look silly. I would hold, you wouldn’t score a point on me, or I would just like out work you and if you wanted to get anywhere I was in your face the whole time. And so this was a whole different game for me. I remember Myron talking about in his speech at Funnel Hacking Live, you have to stay in the game long enough to learn the game, and I was new to this game. Like brand new, less than 12 months when I went to Funnel Hacking Live. And it was terrifying because, not necessarily because I didn’t think I could do it, I was just worried when, how long it would take. Like am I going to go and just spin my wheels and it’s going to be 15 years, 2099 and I’m wheeling up across to get my reward from him in his wheelchair, just like, “Hey buddy.” You know, that kind of thing. I just didn’t know how to make it happen quick. That kind of stuff. So I was definitely scared, not necessarily of failing, because I had failed before, I was just scared how long it was going to take. Russell: one of the best moments for me was this summer, him and his family were driving home from, I can’t remember where, they were driving through Boise, and he’s like, “Can we swing by and say hi? My kids want to meet you, my wife wants to meet you.” That’s always scary when you haven’t met someone’s wife or kids and you’re like, what if they hate me. And I remember I started thinking, oh my gosh. He spent all his money coming out here, and then he bought the thing, she might legitimately want to kill me. I have no idea. I was a little bit nervous. And I came and met them and the kids, it was super cool. I remember the coolest thing, your wife just looked at me and she said, “Thank you.” And I was like, how cool is that? Just the coolest thing. Thank you for convincing, persuading, whatever the things are to do this thing. I think sometimes as entrepreneurs we feel the guilt or the nervousness of, “Should I sell somebody something? Is it right, is it wrong?” You have to understand when you’re doing it, it’s not a selfish thing for you. It’s like, how do I get this person to take the action they need to do. Because most people won’t do it until they make an investment. It’s just human nature. They’ll keep dinking around and dinking around, whatever it is until they have a commitment, until they make that covenant, like Myron talked about earlier, people don’t change. So in any aspect of life, you want someone to make a change, there’s got to be something that causes enough pain to cause the change, which is why we have the program. We could have priced the program really, really cheap but I was like, “No we won’t.” We legitimately wanted to make a plata o plomo moment for everybody. You’ll notice, when the program signup, not everybody who signed up is here today. Some people fell away, some of them left, things happen and I totally understand, but I wanted to make it painful enough that we get people to move. And there are people in this room, I’ve joked about, Nic probably shouldn’t have bought that. If he would have asked I would’ve been like, “No dude, don’t. What are you thinking? Why would you do that?” as a friend this is weird, but I’m so grateful. Are you grateful you did? Nic: Absolutely. Russell: Where’s Marie Larsen, is she still in here? I talked about this in the podcast. She was in the same situation, she should not have signed up for it, it’s insane. I saw this text she sent Steven, she’s like, how much did you have in your bank account when you signed up for it? $70 in the bank account, $1800 a month bill she signed up for. And then it started happening and she was freaking out how it’s going, if you guys haven’t listened to the podcast, Lean In, yet I told the whole story. But it got nervous month one, then month two happened and she’s like, “Oh my gosh, I need to leave. I can’t afford this.” And she’s talking with Steven and Steven’s like, “Well, you could leave and walk away, or you could lean in.” so she decided, “Okay, I’m going to lean in.” So she leaned in, and I’ve watched as her business over the last 3, 4, 5, 6 months is growing and it’s growing and it’s growing because she leaned in. Tough times will come, every single time it comes, but those who lean in are the ones who make it through that, and who grow and who build huge businesses. Learn more about your ad choices. Visit megaphone.fm/adchoices

One of the fastest ways to make money without having to build an actual business. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- What's up everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. Right now, I've been working on Funnel Hacking Live and planning and preparing a bunch of really cool things. I want to share with you guys a concept that I'm working on for potentially a presentation at Funnel Hacking Live, so you’ve got to tell me if you think it’s cool. If so, I'm going to flush this out and show you guys the magic. With that said, queue up the theme song and when we come back I’m going to talk about virtual real estate secrets. All right. So Funnel Hacking Live is coming. I'm pumped. I'm excited. We're planning out the event, the venue, the excitement, the speakers, the presentations, what I want you guys to get. I'm time-lining, storyboarding out the entire thing. If you knew how much goes into Funnel Hacking live, you'd be pretty excited. For those who have been in the past, you know it is a huge show. And for those who haven't been yet, this year is going to be the best ever. And why? Because, number one, I'm hoping by then, most of the COVID restrictions are done and we can just have a normal event. If not, we've got some backup and contingency plans. But for most of us, we haven't hung out for a long time, and I want to get together, hang out with a bunch of funnel hackers. So the parties on. We're doing it. It's happening in Florida. If you don't have your tickets yet, go to funnelhackinglive.com. It's coming up this September. But regardless, the reason why I'm here today is tell you guys I've been planning this event and I've got some really cool stuff I'm going to share. We have some big updates. There's so much, so much stuff that they're constraining me from speaking. I'm not allowed to tell you guys, but regardless, I promise you, you will want to be there. It's going to be worth it. We do have virtual options this year, and so for those who can't physically come, you can watch. You can attend virtually as well. But anyway, I'm working on some ideas for content and I have something I want to talk about. It's been on my mind for literally, probably 10, 12 years, and it's this concept of virtual real estate. Okay? Obviously, most of you guys know what real estate is, right? You buy houses, you flip houses, you rehab houses, no money down, all this stuff. There's a million different ways to make money in real estate. But as cool as that is, real estate typically cost a lot of money if you go and do the thing, which is kind of annoying. And so, I want to talk about this concept called virtual real estate, which is web properties. What's interesting is anything you can do with a real property, like actual real estate, you can do the same things with virtual real estate, especially as you start becoming a master of all these principles and these concepts you've been learning from us, right? You learn about funnel building and traffic generation and copy and storytelling and all these things. When you learn and start mastering these things, you can literally do the exact same things that people are doing with real estate, but with virtual real estate. And honestly, it's a lot more profitable, a lot less startup costs and things like that. For example, let's say I want to go into actual real estate. So I'm going to go find a house and I'm going to find a house that's underpriced. I'm going to buy it. So say I find a house for 200 grand or whatever. I buy this house. I'm going to take them. I'm going to fix it up. I'm going to slap some paint on it. I'm going to throw in a new washer and dryer, a new refrigerator. I'm going to, whatever, lipstick and rouge to make this house nice, and then I'm to go flip it and make like $50,000 profit, right? There's a strategy in regular real estate, right? Now, you may be saying, "Well, how does that work in virtual real estate?" Okay. Well, there's a lot of people who create some insanely cool products who don't know what you know, and there's a lot of places to find these things. One of them is flippa.com, which is a cool place that is literally a marketplace, people selling websites and products and businesses that they created but they couldn't figure it out. And there's tons of other marketplaces. I don't have them here on top of my head, but Flippa is one of my favorites I go to. Almost daily, I look at Flippa. There's other ones out there. I think Shopify's got a marketplace, all their old Shopify store owners to sell there's. Anyway, there's a lot of out there. But basically you go to these stores and you find something where someone's got a really, really cool product, but they suck at what? All the stuff that you're good at, right? It's like a house, that you find this underpriced house. Yeah, the house looks like crap, but I know all you got to do is throw some lipstick on this thing, some paint, a new refrigerator, and this thing's something going to be worth $50,000 more. Right? You can do the same thing online. You can buy a website for five grand, 10 grand, 50 grand, 100 grand, whatever it is, a lot less typically than a house. You buy the thing and say, "Okay. I know these principles now. I understand this thing needs a funnel. I found a Shopify that's got a whole product line, whole bunch of SKUs, but no one's buying it because there's no funnel. So I know how to build a funnel." Right? Your funnel is your version of some paint you're slapping up on thing, or you're putting in a new fridge and a dishwasher to make the resell value go up. You put a funnel in. You guys know traffic generation after read traffic secrets. You plug in some traffic, start driving traffic. People go through the funnel. You make some money and follow up sequence, then plugs them into the Shopify store. And boom, all of a sudden, this thing that's making no money you buy for five grand is now making five grand a month, 10 grand a month, 100 grand a month, whatever it is. Now you can take that and you can flip it, or you can just keep it like cash flow. Right? You can do the same thing with a house. You can let the house cashflow, or you can flip it or a whole bunch of other things. Okay. It's powerful. I think this is primarily my fault. I obviously am very passionate and excited about me and you guys creating businesses out of our minds, like creating courses and products. I talk a lot about that or creating e-commerce stuff. You go and you find a product and you source it from China or whatever. We talk about those things a lot. But what people don't talk about is the fact that there's tons, millions of businesses that people built that are there that are just dead or they're mostly dead. Well, you can come in and buy them at a huge discount where the product's figured out, the content, that all the stuff's done. They just don't have traffic. They just don't have the funnel. They just don't have a good video. They don't have good storytelling. They don't have like the things that you have now. You don't have to go create anything from scratch. You just go buy these things for pennies on a dollar. Buy it, apply it with lipstick and rouge that you've been learning through all the stuff I've been teaching now for the last two decades. And all of a sudden, you can start making money out of the gate. And so, secretly, as I've been thinking about Funnel Hacking Live now for the last year, since we hung out last, I've been thinking about this. I was like, "I want to do this. I want to show some case studies of me doing it." And so when COVID hit, a lot of businesses went under. A lot of businesses got shut down. A lot of them, they lost their cashflow. A lot of them, like all sorts of things start happening. So I started looking for these opportunities and I started buying a handful of them. I won't be able to show you guys now because we're in the process of... At Funnel Hacking Live, I'll be able to show you, "Hey, I bought this company right here. I bought it for $50,000. I applied this funnel, this traffic strategy, these three things, put it up online. Now it's making 10 grand a month. I bought this one right here for this. I bought this one for free. I just had to cover the new inventory costs, paid for inventory costs. I applied this funnel, this funnel, this funnel, boom, launched it and look what happened." I'm going to have tons of case studies to show you guys. So that's kind of something to look forward to Funnel Hacking Live. But for right now, I want you guys thinking about it as well. Okay? It's on my mind. It's fun. It's exciting. Think about it. What businesses are out there that you could buy, you could partner with, you could take equity in? You went out of business. You could go get the assets and you can turn it back into a business. You turn it back on. If you look at Tai Lopez right now. You could say what you want. Some people love it. Some people hate him. I have so much respect for him. I think he's the man. I've hung out with him a bunch of times, and one thing that he's killing on right now, he went and he bought Radio Shack. They're going under. He bought Radio Shack and he's flipping it now. He bought Franklin Mint. He bought Pier One Imports. He's buying all these crazy companies. It is literally nuts. He's buying them for pennies on the dollar, flipping them, turning them into e-commerce, shutting down the physical locations, and he's killing it with it right now. It's like this is what I'm talking but at a small scale. Tai's doing this huge scale. Even I'm like, "That's ridiculous. You bought Pier One Imports, dude, like that's nuts." Or Radio Shack? Come on, Radio Shack? It's just insane, but that's the deals he's doing now which, yeah, we can get there someday. But right now, there's tons of little deals, tons of little things you can go. And just for today, for fun, go to flippa.com, F-L-I-P-P-A .com. Go there and just scroll through. Look for all the businesses that are for sale and just look at them and say... This is the mental exercise. Look at a business and say, "Okay, this is a house. I'm going to rehab this house. If I was to buy this house, what funnels would I apply to make this thing successful?" For example, one of the ones that I am recently acquired is a supplement company. And so supplement companies, they had a Shopify store. They had product. The products are really, really good, but they don't have funnels. So what funnels would I apply? I'm like, well, first off, they need a supplement funnel. So there's a supplement funnel. Second, I'm like, what can we create to get more people into the funnel? Well, we can make a challenge tied to the supplements. There's a challenge funnel. There's a supplement funnel, and so those things. Then it's like now... the people that had it before, they had a lot of organic traffic. They were selling on Amazon and things like that, but they had no traffic. It's like, well, who's our dream 100? What's the traffic strategy? And then it's like, well, they don't have anything to sell us other than just a picture of the product. What's the story we can tell? What's the videos we can make to capture the story of this product? And so I'm just going through dot-com secrets, expert secrets, traffic secrets, applying, applying, applying these little principles that you've been getting forever. We'll launch this company and it'll be live before Funnel Hacking Live. You'll have a chance to see it, but that's what we're doing. That's the game plan. So if you guys go look at that, and really what's nice about this is a lot of times you can buy these things for pennies on the dollar. You don't have to go and actually be the front person, the guru, whatever. You just got to create the different assets, create the pieces, plug them all in there, and that quickly you guys have, just again, it's just lipstick and rouge, is you're putting the paint up on the house. You're plugging in the whatever's on the front end. You're fixing the washer and dryer, where those things are. And all of a sudden, you guys' business is cranking. Again, imagine you buy a business for five grand, and within, by applying two funnels and one traffic strategy or one funnel and two traffic strategies, now it's netting five grand a month. Holy cow! How many times could you do that? Just because you may not be able to like, "Ah, I'm not good on video. I don't know how to create a product. I don't remember frameworks like you could." All the excuses that so many people have when they hear my stuff. It's like, "Cool, then don't." Go buy something and let's rehab it. Let's fix it. Let's flip it. Let's cashflow it. There's so many strategies that are so simple, and all of this is taking the same principles that you've learned, that you understand, that we've been talking about and applying it to these kinds of business. So there you go. Hope that helps. Hope it gives you some ideas. If you're not at Funnel Hacking Live, you're insane. We're going to be going deep in this stuff. It's going to be so much fun. Make sure you're there. I'll be sharing these case studies examples, showing you guys what we're doing, how we're doing it, why we're doing it, and hopefully get you fired up and excited. With that said, I am going to go to flippa.com and go find another business to buy because I need some more case studies for you guys. So appreciate you all. Hope this helps. Hope to get the wheels in your head spinning, and I'll see you guys at Funnel Hacking Live. Go get your tickets, funnelhackinglive.com. Thanks everybody, and we'll see you soon. Bye. Learn more about your ad choices. Visit megaphone.fm/adchoices

The often overlooked “second funnel” that is invisible to the naked eye… Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- What's up everybody. Welcome back to the Marketing Secrets podcast. Today we're going to talk about what I call The Often Overlooked Second Funnel That's Invisible to the Naked Eye. We also call these Follow-Up Funnels, and I'm going to show you guys a really cool case study about how I basically made $16 and 49 cents for every $1 we made inside of our actual funnel. That is the power of Follow-Up Funnels. All right, everybody. So you've probably heard me talk about Follow-Up Funnels before, but I want to tell you just kind of the history behind this and why it's important and what you should do, and a whole bunch of other cool stuff. So when I first got started on online marketing way back in the day, back then everyone used to use email auto responders, which... We still use variations of those today, but I remember when it came out and what would happen is that you had... Someone would subscribe to your email list and then you'd write a pre-written out email sequence. Right? So, what we used to do back in the day when I first got started was I was like, "Sign up for my free five day eCourse." That was the thing everyone did. Everyone had a free five day eCourse. So, someone would opt in and then they give you the email address. Then the Follow-Up Funnel was a five day email course. Day number one, you'd be like, "Here's this first thing, second thing, third thing, fourth thing, fifth thing." And the fifth day, you'd ask them to buy the thing you were trying to sell. That's how this thing first started for me. Then I remember, fast forward, who knows, a year or two later, I was hanging out with a guy named Matt Bacak and Matt told me at the time, I can't remember exactly what it was, but it was something like... He was like, "Yeah, I sat down and wrote out 600 emails. I built an email sequence. So if someone joins my list, they get an email everyday for 600 days, or something." I was like, "Holy cow." That's insane. Imagine, if I just did that once, I write this huge sequence and then put people through it, I'll never have to worry about writing emails again. I'll just add people to my list. That was my thought. So then I started trying to write a huge Follow-Up Funnel like that, a huge email sequence. And I got five days in and I was like, "I want to die. This is really, really hard." So I stopped. And then over the next two decades of my career I tried so many times to start one. I'd start writing one and then I get tired and then I write it and then... I remember one time I wrote it and I put all inside of GetResponse, excuse me, it's Aweber. First I wrote a, I don't know, 20 emails sequence and Aweber and I was going to keep adding to it. And so I built it out. I started adding my list and then Aweber canceled my account. And I was like, "What the dump." I was so mad. And so, then I went over and I rebuilt the entire sequence in Getresponse, but I was going to import my same list. I couldn't do the same emails. I had to rewrite the entire thing. So, I spent like two weeks rewriting that same email sequence then imported my list. They start getting emails. And within like two days, Getresponse canceled my account. I was like, "I'm going nuts." IT's like, "I can't keep doing this." And so I gave up on it again. And then ClickFunnels came out. One of the powerful things about Clickfunnels is when you build out your, your follow-up sequence, you can plug in any SMTP. So that's basically, you can plug in, send grid or you can plug in Amazon S3 emails, you can plug in... And there's a bunch of ones you can plug in. So that way, one of the reasons why we did that, because I had had so many headaches where we had launched an email sequence and our emails software shut us off and he'd go rebuild it. It was a nightmare. Whereas in ClickFunnels, let's say you, you build out your sequence, you upload a list of customers and start getting an email sequence. Let's say, SendGrid shuts you down. You can just plug into different SMTP and the emails keep going and you won't lose a beat. We built that because I was like, "That's how I need for myself because I don't want to write these again." So we did that, the initial email sequence that probably, I don't know, 10 or 12 days. And then that's all I ever got to. And about that time when we launched this in features, Clickfunnels. We need a name for it. Is it an auto-responder sequence? Is it marketing automation? What is the... We need a name. And we kept trying back and forth. And this was before Funnel Hacking Live 2017. We need a name for this, what's it called? And I remember Stephen Larson's here in the office and he was like super stressed out. "I'm trying to figure out this name, I'm trying to figure out this name." And I think he totally went and he prayed in the corner, something. Came back two minutes later, he's like, "What about follow-up funnels?" I was like, "Oh my gosh, that's what this is. Like someone comes in, they give you your email address. They go through normal funnel and then they're added to your follow-up funnel. You follow up with them, you take them through a sequence." And so we built followupfunnels.com and that became the thing and that became the branding. And so ever since 2017 now, so at 21… no not 21 years, four years. Four years, I've been calling them Follow-up Funnels. And so for me, that's what it is, you have your funnels and then your follow-up funnels. And so, it was interesting as I was writing the DotCom Secrets book, actually, prior to that, I was doing a presentation for Funnel Hacking Live 2017. And I actually shared this case study in the DotCom Secrets book. I want to share with you guys right now, is I want to see like how valuable is an actual follow-up funnel. As we started looking at our funnels, how much money they make when somebody comes through a book funnel, right. And looks through that revenue and then said, "Okay, over the next 30 days from our email follow-up funnel, how much money do we make?" We started looking at the math and the numbers and what was crazy in the snapshot I took, this was 2017. I think it was December of 2016. I took the snapshot. And what was crazy is that for every $1 that we made inside of an actual funnel from a book funnel or a webinar funnel, whatever it was, every $1 remains side of a funnel within 30 days made $16 and 49 cents through our followup funnel. What? What the dump, right? If you guys never heard me say that expression before, it's a weird one. I had a friend in college who used to always say, "What the dump" and it's stuck, and it's weird. I don't know, but you're getting it today. So, I was like, "What the dump? That's amazing. That's for every $1 I put in, I get $16 and 49 cents back out. It doesn't make any sense." And it started getting me really excited about the concept of follow up funnels. And so for years I sat down and kept like mapping out, “Okay I’m going to write, I'm going to build...” You know, not like a Matt Bacak, 600 email sequence. I want to build a sequence that goes through all my core offers, my products and something that's kind of... I start looking at that. And so we started sitting down and building one out and every time I tried to build out, I got so big. I was like, "It's going to be 50 emails, 60 emails." And I get stressed out. And I was like... Anyway, I'm sure you guys have gone through that. It's kind of overwhelming and stressful. But finally last year during COVID, I was like, "All right, we're building this thing out. And so we sat down and I mapped out, okay. If someone comes to my world, what did all the offers and the videos and YouTube videos or the podcasts websites, what are the best things that I have. What Would be the sequence I would send somebody through, like if my mom joined my list, what would I want her to have first, and second, and third? And I mapped out the sequence and the sequence ended up being about 60 emails. And then, I went through and I was like, "How am I going to write 60 emails? " That just sounds like pain. I want to die just thinking about it. Right. So I got out Voxer and I would Vox each email. So, I just kind of say it and I had my go and get it all transcribed and send me back the transcripts. Then from there, I'd take these, these transcripts, I could write emails a lot faster. And so, I started doing that and we started building out the sequence and it was like I said, 60 emails going over about a three month period of time. So, it wasn't every day, but sometimes it was three or four days in a row. And we'd take three days off and the back and forth. We built out this really, really cool sequence and it got it done. And then over the last 60 days or so, they slowly added people into the top of this sequence. In fact, as of Friday, we had added 1,734,577 people into this funnel. And we were getting an average overall engagement, 22%. 22% people were opening every single email, which is pretty exciting, but that was 1.7 million. And still have another, I think a million and a half that was being added in over the next, probably next 30 to 45 days being added to the top of the funnel trying to go slowly, so that all of a sudden we don't blow up our email. If you go off and start sending a million emails it just... anyway. So, we've been slowly adding these people in every single day. And as 1.7 million have gone into it, 20% open rate. And now, they're getting a sequence of 60 emails for the next three months and what's been crazy and cool and exciting is that first off, I haven't had to write an email for a long time, which is kind of nice. Second off, I'm watching this now because I have a lot of funnels, so my email sequence links people to different funnels, and then videos and podcasts episodes. So again, somethings are selling somethings are trained. Some things are free. Some things are paid, but just kind of moving them through the logical sequence of offers, of content, of things I want people to get into experience and it connects people to all these different things. And then, how it's fun is I'm watching this now. And now this is done, every single funnel across our business now is lifting. It's really crazy. Our best converting videos are more people where views are popping and they're spiking. And , it really seems like the entire company as a whole is lifting in revenue in engagement and all these things all by placing the thing in place. And it... I've been fighting this for, I mean, honestly, it's been two decades because I finally first want to do this, though I actually finally did it, excuse me. And now it's just insane watching what's happening. And we plugged in, so if someone opts into any of my funnels, anywhere at any given time, they go through that little meet. Usually someone opts in a funnel is a little mini sequence they go through for three or four days and then drops them to this big, major sequence that takes them through all of the offers in chronological order. And so we're adding again about 1000 to 2000 people a day. And actually more than that, excuse me. Pretty close to 3,500 or so, opt-ins a day are being added in his funnel as well. So it keeps growing and growing and growing. And I'm watching this now as the entire ecosystem of ClickFunnels is all rising together because of this, this funnel that's in place. And that's nice because it's 60 days long. Everybody who goes into my world is going to be getting these for the rest of time until I decide to change them or updating or tweaking. And hopefully I never will because I spent so much time and so much effort working on them. And it's just really, really cool. So a couple of things. Number one, if you've been getting a new email sequence from me, pay attention, okay. I think I'm going to eventually put this whole email sequence into a book and call it Followup Funnels. It'd be a really cool product, but right now you guys are getting it for free. So, if not, go opt into any of my forms and eventually you'll start getting it. The first email says something about marketing secrets, like "What's marketing secrets?" And so, that's the first email coming through, but it's powerful, man is blowing our business away. So, I want to share with you guys, cause I want you start thinking, now that you've been creating more things, right? You got some funnels, you got some videos, you got a podcast, you got content, you got things you're putting out there. Think about this. My thought when I was creating this follow-up funnels, "If my mom was to come to my world, what would be the first thing I'd want her to engage with? And then what's the second thing. And the third thing, and the fourth thing, I would look at this, this logical sequence of events. And then from that, that's how I wrote my email sequence. And then you get it all together. And when it's done, man there's this thing that's just literally, hand-holding all your dream customers around the logical sequencing of your content in your offers. And how powerful is that? What would that do for your business if you have that right now? I tell you for us here at ClickFunnels it is... We're already seeing this in this entire lifting across the board and it's powerful. And somebody will come to our world and like they see a webinar and that's all they know. And they see a book and they see something random, but they don't have the context of everything we're doing. So by doing this, puts everybody into a sequence where they're getting step-by-step piece by piece, the stuff we want them to understand in the order, we need them to understand them. And that's really the magic and the power. So anyway, I want to share with you guys, because I'm pumped about it. It's working. If you don't have your own follow-up funnels, now is the time to start building out, creating them, plugging into click funnels, I guess, to do it in the click funnels. So you don't risk getting shut down, which happens in pretty much every other autoresponder sequence I've ever had. In fact, I think in the slides I talked about that, because this is the very first time I told people about our follow-up funnels inside of ClickFunnels, we announced it. So, in the past Aweber shut me down six times, Getresponse four times, Icontact shut me down nine times, two and Fusionsoft two times, ActiveCampaign, two times, MailChimp should be about three times. And that's it. And so I would be careful of using any other outside responders for that reason. We have some crazy updates come in Click funnels in the very near future with our followup funnels and stuff. I think you were going to go crazy for, I can't announce that yet, but anyway, good stuff's coming. So I just want to share with you guys because it matters. It's important. It's something that I fought forever and I wish I had done this 10 years ago and just read it every year, re-tweaked it every single year, whatever that might be, but now it's done. And now it's just insane. So again, from the snapshot December, for every $1 we made inside of our, our core funnel or drive people who made $16 and 49 cents follow-up funnel which is crazy. And what I'm finding now, now I have sequences even better. Those numbers are just going up. And so I want to share with you guys, hope this helps kind of build a follow-up funnel. Inspires you, motivates you and gets you excited to build the often overlooked second funnel, that’s invisible to the Naked Eye. It's called the Follow-up Funnel. With that said, I appreciate you all. And I'll talk to you all again soon. Bye everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

Cool things I learned from Stacey and Paul Martino at the Breakthrough in Paradise retreat. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. Today, I want to teach you guys three ways to train your subconscious mind. All right, everybody. I hope you guys are doing amazing? So my wife and I had a really cool experience. Some of you guys who've been to Funnel Hacking Live, or you've been to Two Comma Club Live or been around our community for the last couple of years, you've probably heard me talk more than once about a really unique, really cool couple, and their names are Stacey and Paul Martino. So they came into our world, they had a message, "They were trying to change the world." They had figured out a process to make relationships better, specifically, like the relationships with your significant other. And they are amazing people. In the last, "How many years they've been doing this work," I believe they saved over 10,000 marriages. They have a less than 1% divorce rate of people who've gone through the program and it's amazing. So, as someone who loves my wife and never wants to get divorced and is always trying to figure out ways to make everything better, the personal development nerd inside of me. After I met them, I was like, "I'm going to go through your stuff." I've been their marketing coach on the outside, so I've had the fun opportunity to be like, "Hey, you guys need to launch a podcast, "Hey, you need to write a book." "Hey, you need to do these things." So, some of them are selfish things for me because I wanted them to create a podcast, so I could listen to their podcast. I want them to write a book, so I can read their book. They haven't written a book yet, but they're working on it. Anyway, I'm telling you this is because if you want to go deep with them, they've got an amazing podcast. If you search Stacey and Paul Martino, they have an amazing course, they have a quick start, they have a challenge, they've got a bunch of things, but I went all in, struggled through their content. Collete and I went out to their live event, and then we signed up for the high-end coaching and this year we had a chance last week to go to their Breakthrough in Paradise retreat in Jamaica, which was really, really cool. And it's fun because obviously, what Stacy and Paul do is different from what I do, but there are similarities. They've got their frameworks and they're teaching. They're awesome with what they do. So they've got their frameworks and they teach them. They teach them in their podcasts, teach them on their Quick Start, teach them in their webinars, teach them in their challenges, teach them at their live events, they teach them at their mat… They have these frameworks and they teach them over and over and over again. And what's cool is I had this breakthrough as I was sitting there because I've gone through most of the stuff that they've taught multiple times now and obviously, I'm still trying to figure things out for myself, for my family, for my relationships with other people, my relationship with my wife, with my employees, with just all the things. I'm still trying to learn and figure things out, but what's cool is that I'm at Breakthrough in Paradise. It's like their top-end thing. This is the back of their value-add. And they started the event off, talking about, "There are three ways to train the subconscious mind." And it was interesting because one thing is that they talked about and said, "You know, a lot of stuff we're going to be teaching at this event, it's not new stuff. You've probably heard us talk about this more than once. And the reality is our job is not teaching new stuff all the time. Our job is to give you a level of mastery of the stuff we've been teaching you so far." And she said, "You know, right now, a lot of you guys have cognitively," Hopefully I said that word right. "Have heard us say the things like, 'Oh yeah, I know that. I know that. I know that.' And they started saying, "Our job is not to get this into your interior, your front of your mind, it's to get it into the subconscious mind. The subconscious mind is where this stuff becomes mastery, we're just doing it because you understand it at a deeper level. Not where you're trying to think, 'How does this work? What's the first step?'" And it was just cool, and so, as they started teaching this, they said, "I want to make sure because, if we don't pre-frame this, a lot of you guys are going to discount the stuff like, "Oh, I've heard that before. Oh, I already know that" Oh, where, they said, "The job is not for you to also get a new thing. It's for you to internalize this and to master this so that it becomes something that you have forever." And so that was the pre-frame. And then they start talking about, "Three ways to train your subconscious mind." It was really cool. It's the number one. The first way to train your subconscious mind is through repetition, hearing things over and over and over and over and over again. It's the repetition that's the key, which is why it's so important. The second thing is immersion. It was a five day event in Jamaica. It was a three-day event that we went to earlier. These immersion events where were there for a long time, because if you're just dabbling in, "Oh, I got a little piece here and a little piece here." And you're not getting immersion, you're just dabbling and it's hard to get that into your subconscious mind where it becomes mastery. And then third way is hypnosis. And she said, “At this event, we're not doing hypnosis, but we're doing repetition and immersion, repetition and immersion because we have to let this sink into your subconscious mind." It can't be like, "You and your spouse get in a fight and you're trying to think now, 'What was that thing again? Let's see, okay, they taught us this thing.'" It's like, no, you have to get it into your subconscious min so it becomes habit. So it becomes something that you can use. And as she was saying that, I started thinking about myself, I started thinking about wrestling. And I remember having this aha towards the end of my high school career. I wrestled in high school and in college. But it was toward the end of my high school year. And I was someone who became obsessed or stressed with wrestling. So I was wrestling during practice, before practice, after practice, I was doing summer camps. I was like, as much as I could, I was wrestling. And I remember, because you'd go and try and learn the new move, the new move, the new move, or, they teach you the same move and help you do it over and over again. And I remember I found this to be true. I would drill a move a hundred times in practice, but it wasn't my move until I hit it once in an actual match. I remember having that, epiphany, "I can train this thing a hundred times until I've actually hit it in the match where it's... Those who have ever competed at any high level when you're competing, it's not your conscious mind out there where you think, "Okay, what's the first thing, I'm going to shoot here. I'm going to grab his arm here. When I step on the mat and I shake their hand, it's weird that everything disappears and you just go, it's your subconscious mind taking over. So it's like all these things you've been drilling over and over and over again. So it's not me consciously, "Oh, I learned, a single leg, there's a single, I should go grab it." At that point, it's gone. Like I missed it. The mastery comes back, feeling it, "When this person moves this way, this is where my body needs to go and how I need to shift, and the angle I need to take." and so I'm drilling it over and over and over like a hundred times drilling it, you start feeling it. But then it wasn't until I hit it in a match. As soon as I hit a once in a match and not I tried in the match and I missed it, it was if I hit it once in a match and I executed on it, my body would remember that. I remember telling some of my teammates that, during my senior year, this move I would drilling it until I hit it in a match. It's not mine. And they, they didn't understand that. I said, "Yeah, like I can drill this a thousand times. But until I've, until I've used it in a match, like, I don't know how to explain that, but not mine." I know I understand this, it's because it was deeper than just the consciously me knowing how to do the move, it was subconscious where my could just hit it. And so what I would do is I would go out in my matches where I knew I was wrestling someone who was easy, someone I knew what I was going to beat. My job was not to do the moves that already knew. The job is I have to hit the moves I've been learning. The ones that aren't in my subconscious mind yet. Once I'm trying to train to get back there so I can feel it and it just comes up. Those are the ones I need to hit during my easy matches. So, that way they become my moves. Because, it's not my move until I've executed it at least once in a live match. And so I would do that say, "Okay, this week I've been drilling this, this, and this. So during this match, I'm not trying to do the moves I know, I'm going to be doing these new moves because I need to execute it live in a match. Because then it's in my subconscious mind and I've mastered it. And now I can bring that out, whatever I need to. But until then, it's not mine. It's just something that I've taught my head that I know how this thing works. You think about that as you get better and better at any kind of sport or any kind of thing, like in wrestling, my moves, the ones I'm amazing at, I can still to the is day hit them perfectly like I've done some so many times. I don't have to think, "Where must I hips go? Where's the pressure?" It's just my body. So, it's so deep in my subconscious mind and it's there and I've got it. And how that happened, repetition, repetition, repetition, number one, immersion, immersion, immersion. Doing wrestling camps, long things and lots of practices like immersing yourself so it becomes a part of mastery. And actually used to do some hypnosis as well to help master those things. So those were the three ways to train subconscious mind, repetition, emerging, hypnosis. Okay. And so a couple of things that Stacy and Paul taught that was really, really cool. The first question was, "How many repetitions do you think it takes to reprogram? We don't know it's going to take a lot. It's not just you hearing something once. If you're a second timer, third timer, fourth timer. For wrestling, I would drill the drill, hundreds of times of repetition before it was reprogrammed and into my conscious mind. In fact, it wasn't, I actually live in a, in a, an experience where, it became my own move. Okay. So how many repetitions do you need to reprogram your subconscious mind? A lot. Okay. That's why it's like this event that we're going to teach the same things I've been teaching over and over, over. And because the repetition will try and get this into your subconscious mind so you can use it. So it becomes your move. It becomes your default. So instead of going to the trigger and you normally go to, this is the new trigger that comes up, Number two, things she said that was really cool. She said, "Resistance, means it's not yet wired into your nervous system." So if you hear something in your defaults like, "I've already heard this before." Boom, that is the tell-tale sign that you have not mastered it yet. Okay, because if you resist it, it means you conscious mind says, "I know this, give me the next thing." Okay. So if you're resisting it, like, "I already know this, I've heard this before. If you're resisting, it means you're not yet wired into your nervous system. That's like the tell-tale sign. Okay. If like, "Is this my nervous system? No." Okay. If you're resisting it, you're like, "I've heard this before," it means it's not in your subconscious mind. Okay, that leaves number three. Number three is when it is in your subconscious mind, and when he is in your subconscious mind, you'll actually be excited to hear the repetition. Can you guys benefit if you hear me tell the story for the 18th time and you are like, "Oh, this is annoying." And when you hear it and don't say anything, that means you're excited. That means it's in your subconscious mind. So, that's how you know. Okay. So as you're learning something, number one, the repetition is important. Number two, if you're like, I've heard this before. It means it is not in your subconscious mind is a tell-tale sign. If you're like, "This is awesome." I've heard this before." You start looking at it differently, you start seeing different intricacies, start getting to a deeper and deeper level, then you notice in your subconscious mind, okay. Those are the things. And one thing that Stacy said over and over and over again and said, "Be careful of what you're so certain with." Be careful, "I already know this, I already know this." Be careful what you're so certain with. Because if you think you already know it, you probably don't. At Least you don't know it to the level you need to, to have actual mastery. Okay. And so, as they were telling this, I was just so fascinated. I'm thinking about it. I start thinking about from my wrestling background, like, "Oh my gosh, this is so true." Let's start thinking about it for my business. If you look at what I do, I have handful of frameworks that I've been teaching for almost two decades now, which is crazy, and some of you guys have come into my world and you've read the DotCom Secrets book and you learn them. Then you read the Expert Secrets book and then the Traffic Secrets book, then you listened to 400 episodes of my podcast, and then you did the 5 Day Lead Challenge and you did The One Funnel Away Challenge and the Two Comma Club Live, then the Funnel Hacking Live One, and number two and number three and then you keep experiencing this again and I keep hearing these things over and over and over again. That's good. That's the key to mastery. It's the key to understanding these things. Okay. I promise you as many times you guys have heard me talk about these things, I've said them 10 times more than that. Which helps me master it. I've done it a hundred times more than that before I ever shared it and so these are the keys to mastery. And so if any, you guys are in a spot like, 'Oh, I've heard this before. Oh, I've done this before. Oh, I already know these things." You're at this, this level where it's in your conscious mind, but it's not mastery. It's not your subconscious mind. Okay. Cause resistance means it's not yet wired into your nervous system. You step back, and when you get the point where it becomes part of you, like that becomes your move where literally right now, if I'm going to launch a book, I don't think about it consciously. I don't think, "Oh, what's a book photo going to look like?" I've done it so many times I've mastered it. I can sit down. I can teach a two day event on a book, funnel without any notes, any preparation, anything because I know it. I understand I have perfect mastery of it, and that's the key. One thing they said at the end, which was kind of cool, "When you finished with this work, you're not finished until you become the solution. So in their relationship program, when you, the point where your relationships are perfect, where you, you become the person that you're trying to be, where, they asked you a question, you get a, you get into an argument or a fight or something triggers where your default is, the right reaction. That's when you're finished. That's when you become the solution. Right. In marketing. When you can look at any situation, you know exactly what to do, then you become the solution. That's the key. So you're doing this until you've gotten mastery. I thought it was such a cool pre-frame for their event. And the more I thought about it, the more I've seen that in my life with wrestling, with business, with things that I've achieved mastery in. It's so true. Right. I think about Tony Robbins, like I've been to Tony Robbins events lot. I've been to UPW a ton of times and I think the second UPW, I do remember, I've heard this, I've heard this before, which is funny. And then I went to a third time, a fourth time and fifth time took my kids to it. And the more times I hear it, the more I'm like, okay, cool. This is always talking about this. And I'm like looking for different angles and for ways to understand it. And if a ways to like, "How do I apply this to my life? How do I make this? So that it's my move, right? Because until it's your move, it's just something that you practiced. Okay. And practice is good, but that doesn't make mastery. Mastery comes from repetition, immersion and or hypnosis. It's doing it so many times now it becomes your move. And when it's your move, then you own it. Now you've become the person you need to be. You become the solution. And so, anyway, I hope that pre-frame helps and I hope it gives you some purpose now, "Ok, I'm going to go deep on Russell stuff and I'm going to really study everyday that's not my goal, but, but for some of you guys, that's what it is, you constantly understand marketing, but you don't understand it at a level of mastery, which is why you're still struggling. So keep going through it, repetition immersion. If you're not going to Funnel Hacking live yet, you're insane. If you haven't been to the Two Comma Club Live Virtual Event yet, you're insane. Like giving them the One Funnel Away Challenge the new one, you're insane. Keep doing it until you really understand that you've mastered it. And then that's when you become the solution. You'll know because now you're having success. Right. And the relationship game, like when, when every situation I get in my subconscious mind knows the right way to do it, when I've mastered the, frameworks and mastered the processes where I don't have to think about it consciously, It just subconsciously happens. That's when I can stop doing the work. That's when I become who I need to be. Right. The same, thing's true in your business. And so I hope that helps again. It helped me in my wrestling and I wish I would understood these things when I first started wrestling. But by my senior year, I was, I was realizing I was, I was seeing that I was seeing the man, I can practice the practice, but it's not my move until I've hit it subconsciously in the live match. And so let me force situations. I have to do it subconsciously. Let me get, in the beginning situations where I need to use this thing where I'm not using my conscious mind, but I'd have to hit it subconsciously. That's when it became my own. And so, anyway, I hope it helps you guys. I appreciate you all. Thank you so much for listing and a couple of things. Number one is again, become immersed in my world. If you haven't yet, it's time. Start with the One Funnel Away Challenge. From there, coming to Comma Club Live Virtual Event, from there come to Funnel Hacking Live like immerse yourself. And if you want to learn more about how to use this stuff in relationships, go check out Stacy and Paul Martino, relationshipdevelopment.org is their site and I would just jump into podcasts and start immersing yourself. You'll love them, they're amazing people. Yeah, help me turn in my life. I think they can help you as well, but that's it guys, appreciate you all. And I'll talk to you all on the next episode. 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Are you getting offended by people in your life? If so, listen to this now! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- What's up, everybody. This is Russell Brunson. Welcome back the Marketing Secrets podcast. Today I've got a rant, and the rant is I'm going to teach you guys the secret to not being offended. All right, so good morning. Today started off with two people being offended because I sent them a gift. These people in my High End Coaching program, who I send them a gift to help them in their journey, in their life, and they were offended. So offended in fact, they went and they posted it online at how offended they were about the gift that I sent them for free. So that's how the morning started out, and then ... I'm not going to give details. There are other things in this world around us that are happening. And everyone's getting offended about the stupidest things almost all the time, and it is driving me nuts. And so I wanted to teach you guys a secret. This is the secret about how to not get offended. I don't get offended very often. In fact, it's very, very rare that I do. And I can tell you this, the quality of life is a bajillion times better because I don't get offended at every little thing that comes across my plate. I have people who I completely strongly, strongly, strongly disagree with, and guess what? They can post their thoughts, their beliefs, I don't get offended. It's the weirdest thing. And so I'm going to teach you guys a secret. Do you guys want the secret? Because this will change the quality of your life. Now some of you guys are going to be offended I'm even telling you about this. For those of you who are getting offended right now or will be offended momentarily, that is a sign that you need this more than anybody else. And so, yeah, so here we go. This is the secret to not getting offended. You have to assume that even if people disagree if you, even if what they believe is not something that you believe in. Even if they say something that you strongly ... You hear it or you see it or you read it, it makes you sick to your stomach and making you upset, whatever, frustrated. The secret is to understand that people all act out of good intentions. What? "There's no way, this person's evil." No, people act out of good intentions. This is the big secret, this is the big aha that most people want to understand. People aren't going out there trying to be horrible people, they're doing it out of good intentions. The first time I heard this epiphany, this aha, the first time I realized this to be true, I was actually at a Tony Robbins event. And Tony talked about this. He said, he said something along the lines of that people act out of good intentions, even if what they're doing is evil. And I was like, "What does that even mean?" And he said, he was telling the story about UPW, which is his Unleash the Power Within event. He said that, "I was sitting in this event and we're talking about tensions." He said, "I had a workshop and people writing their notes down." And he said that, 'After you write your notes, you share it with your partner." And apparently some guy saw his partner's notes, and in his notes he talked about the fact that he was planning on killing his wife, his kids, and then himself. And this guy starts freaking out. He goes and finds one of the ushers, like, "Oh, my partner here is about to do something really bad. You should do something." And so they went and told Tony. And so Tony called the guy up, "Hey, so-and-so, come up on stage." And he's like, "Tell us what's going on?" And the guy was just like, "Well, my plans are after this, then I'm going to go home and I'm going to kill my wife and my kids and then myself." And everyone in the audience is like, "Aah," super offended. "This person is evil. This person is the most horrible person on this planet." All these things. And that would be most of our gut instinct, is this, "Aah." And Tony starts working the guy and starts talking through things with him and say, "Well, why are you doing this? What's the purpose? You're not just doing it to be a horrible person, why?" And when it came down to the guy came back and was like, "My father left when I was young. And it ruined my life. These are, all the things happened because my father left me." And he said, "I am miserable. And I want to leave, I want to leave this earth. But I know that if I leave this earth it's going to destroy the life of my wife and my kids, I love them so much. I don't want them to go through the pain that I went through. And so because of that, this is why I'm going to do this thing." And obviously, yes, it is messed up. It's like, there's a lot of psychological help that needs to happen there. I'm not downplaying that at all, but the person was acting out of good intentions. They weren't going and trying to be this horrible person, they were trying to act out of good intentions. And it's interesting, when I see people post something that I don't agree with, I don't try to get the initial visceral response, like, "Aah, that person is evil. I'm offended. Let me tell them why they're evil in the comments down below." Instead, I look at it, I'm like, "Man, I don't agree with that. But what's their intentions? Is it good?" And I think about it and I'm like, "Huh, I strongly disagree with what they're saying and why they're saying it." But typically, almost every time I've tried to do this exercise, I'm like, "Man, the reason why they're doing that is actually out of good intentions." They're doing it because they believe this, they're doing it because of this. And it's interesting as I step back and I stop and I say, "What are their intentions? Is there any possible way they have good intentions with this thing that they're posting? This thing that they're saying, this thing that they did, the thing they experienced, the thing ... The gift that they sent me in the mail." And then I started thinking for a second, "Is there any possible way that this person had good intentions? And what would that look like? Well, what's the lens I'd have to look through for me to post that?" And I can look at it and say, "Man, I completely disagree with that person. I think they're wrong, I don't agree with anything, but I can see the reason why they did it is because of this. This is their intentions and their intentions were pure." And I believe, maybe I'm just naive. I don't know, maybe I am. But I think that all humans who are on this planet here, they act out of good intentions. And sometimes intentions are messed up, sometimes a psychological damage and they're just like ... There's all sorts of things that happen, but I think that all the decisions that all of us make, there are good intentions. And so because of that, I can look at somebody who does something and not be offended. I can look at somebody who believes different than me, and I can love them. I can look at somebody who I think is insane because of their beliefs, their thoughts, their posts, their gifts, their whatever. And I can still love them because I'm like, "Man, they're acting on a good intention. This is what they think is best and that's why they're doing it." And so that's the secret, you guys. That's the secret not being offended. And I promise you, if you start looking at that lens differently, you're going to start loving people that you see, people who ... Christ talked about you should love your enemies, this is how you do it. You understand, "Man, this person may be my enemy, but they're doing it because they think this is right. They have good intentions. They're trying to help people in a way that I completely disagree with, yet I can still love them because they're doing out of good intentions." There's a quote I posted today on my Facebook wall, my personal wall, it said ... It's from Brigham Young, it says, "He who takes offense when offense is not intended is a fool, but he who takes offense when offense is intended is a greater fool." And so I want you guys to remember that, don't take offense. First off, if someone does something and they're not trying to offend you and you take offense to that, you're a fool. You're an idiot. That's on you, not on them. And then if they do, if they're trying to offend you and you take offense, then you're a greater fool. So I thought that was really powerful. So anyway, I wanted to share with you guys today because there's too much of this in the world today. Everyone's getting offended and it's ridiculous. Especially when somebody sends you a gift in the mail, or especially when somebody posts something about their beliefs, because they're trying to help people in the way that they think is right. I don't care if you hate them, if you disagree with them, if you think what they're doing is evil, bad, we need to love them. They're doing it out of good intentions. So instead, try to help them align their intentions if they, what can you do ... Instead of going in the comments and try and destroy this person and cancel them because they did something that you disagree with, what if you came back and say, "Man, how can I actually help serve this person? They're in good attention, but I think that they're steered the wrong direction." andm this intervention that Tony went through, he didn't go and get the guy locked up. It's like, "Man, I should help this person realign their understanding. If I can shift their intentions to something more positive, maybe this outcome won't be as bad as they think." And you do that not by trying to force somebody, not by trying to make them to change, you do it through inspiration. Who are you becoming? I just went to Stacey and Paul Martino's event, and they talk a lot about this concept. They call it transformation through inspiration. If you wanted to move somebody, being offended and trying to cancel them will not get them to move. It'll just make them hate you more. Instead, live your life in a way that spires people, that transforms people to make them want to think like you think. That's the key, that's the big secret. You look about the greatest teacher of all, Jesus Christ, when he came to this earth. He was not coming down trying to force people to follow him. No, he said, "I'm going to set an example. And if you love me, keep my commandments. And this is what I'm going to do." And he showed these different things. And man, we looked at him and said, "This guy, I love him, I respect him. I'm going to change my beliefs because I'm inspired by him and what he did." And that's the key, inspiration through transformation. So instead of trying to be offended, live your life in a way that gets people inspired. So that when they're struggling and they're realizing, "Man, this blueprint, this thing that I believe this, my intentions are wrong. Who do I trust? Who do I listen to?" It's like, "Oh, the person that was yelling in the comments, I'm going to trust their opinion." No, no, no. That's not what they do. They step back and they say, "Hum, well, that person, that Russell's really cool to me all the time. Even when he disagrees with me. Man, he's got something figured out. Maybe I'll listen to him. Maybe I'll ... What does he believe? What's he doing?" And that's how you get people, that's how you cause change. Not the other way around. So quit being offended, is number one. Okay. Number two, the secrets to not being offended is understanding that people are all acting out of good intentions. I honestly believe that. Number three, if you take offense when offense is not intended, you're a fool. If you take offense when offense is intended, you're an even greater fool. And number four, if you want to change people's lives, literally it's transformation through inspiration. Not by being offended and trying to cancel, I mean, yelling in the comments. So there you go you guys. If I ever send you a gift, even if you hate it, just throw it away. It's cool, I was trying to do something cool. I thought it was helping you. And if you're offended somehow, that's on you, not on me. So that's that. Appreciate you guys, hope you are all enjoying the day. Go out there, love somebody you disagree with. Live life in a way that transforms, inspires people, and be good to people. That said, appreciate you all and I'll talk to you soon. Bye, everybody. 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