Marketing In Your Car

Marketing In Your Car

Australia

Welcome to Russell Brunson's "Marketing In Your Car" podcast. Each day he shares the ups and down of building his multi million dollar per month SAAS startup ClickFunnels.com. In less than 10 minutes per day, you can hear stories of what's happening in the trenches and how you can apply it to your company. Learn marketing and sales funnels, traffic and conversion from the worlds # 1 funnel hacker.

Episodes

Drop The Mic Show - Episode #5 - Russell Answers 3 New Questions LIVE...  

If you missed Russell’s LIVE Q&A from www.dropthemicshow.com, you can hear this weeks questions on this episode.

Today we have another bonus episode of Marketing Secrets where Russell answers questions about marketing from other funnel hackers, including:

How do you calculate how much to pay for a customer if you don’t know your lifetime value? During Russell's Clickfunnels journey, what was his main source of inspiration? Is it always best to start at the backend of your funnel and build your highest value offer first?

So listen to Russell answer these questions and drop the mic.

Drop The Mic Show - Episode #4 - Russell Answers 10 New Questions LIVE...  

If you missed Russell’s LIVE Q&A from www.dropthemicshow.com, you can hear this weeks questions on this episode. Today we have another bonus episode of Marketing Secrets where Russell answers questions about marketing from other funnel hackers, including:

How to make a product more scalable when it's embarrassing for people to talk about. How Russell gets in the zone for a successful hack-a-thon. What Russell does to prepare to have a successful mindset. Ideas on how to warm up leads and have a conversation with a potential client. What the number one mistake is that people make with Clickfunnels and how to avoid it. Where to place an upsell on a call to action video. How Russell gets focused enough to get things done when he's a hyper buyer. How Russell manages giving back to good causes while also running his business. How Russell decides between making recorded content versus live content. How to target people on social media to buy your products when using a white labeling service.

So listen to Russell drop the mic as he answers these questions.

Secret #18: How To Make It Rain  

A personal message to a friend who is struggling.

On this extra long episode Russell talks to a friend from elementary school about how to go from being a technician and having a cap on his income to being a rainmaker and having an unlimited ceiling on his income. Here are some cool things you will hear on this episode:

What the roles of the Entrepreneur, the technician, and the rainmakers are in the business hierarchy. Why getting really good at being a technician is not the way to have unlimited earning potential. How you can use your technician skills and apply them into being a rainmaker.

So listen to Russell explain how to go from being technician to making it rain!

---Transcript---

Hey everyone, this is Russell Brunson. Welcome to an insanely late night Marketing Secrets podcast. I am here, for those watching on tv, I’m in the car. Over there you can see Norah. It is late, insanely late. In one minute it will be midnight here and we’re about to take you guys on a very special Marketing Secrets Podcast.

Alright, I hope you guys are doing amazing. Right now my little baby Norah and I are on a mission. It’s a secret mission to get her to hopefully fall asleep. We started weaning her off the bottle about a week ago before our family vacation because we thought it would be so much nicer to not have bottles on this trip. That was a good idea, huh Norah.

But what we didn’t think about was the fact that she’s insane and now she won’t go to bed at all. She won’t take naps, since her naps happen when she finally passes on. We got back from the lake, we’re on a family vacation, we went to the lake and had a really good time, and then she wouldn’t fall asleep and we were driving back and forth and finally when I went to the store to buy something for dinner tonight. When we were coming back she passed out and she slept for 3 hours. She was so beat. Then she woke up and now she won’t go back to bed.

So this is the second night in a row. Last night I was also out driving until about midnight, 12:30 she fell asleep last night. It’s 12:00 right now, hopefully in less than 30 minutes she will be asleep. But I am on vacation having a good time. If you listen to my last Marketing Secrets podcast it talked about how vacations can be really tough for entrepreneurs. I feel like we’re not moving, there’s no momentum. We’re stuck in a spot. That’s somewhere that I definitely feel.

As much fun as vacation is it’s also hard for me, I got stuff to do, people to see, places to go. Actually, it’s interesting as I was packing the car up as I was about to leave, between hiking stuff in and out to the car and everything I was checking Facebook and it’s interesting. There was a friend who I don’t think I’ve seen him, I think the last time we talked was in elementary school. I remember 6th grade, it’s kind of a funny story. In 6th grade we were moving these big boxes and he had this big box and he dropped it. I don’t know why I remember this, but I remember him saying it was super embarrassing to drop this box of stuff and he was saying, “Someday this is going to be one of those things that people remember me by. Remember that day you dropped this huge box.” I remember thinking that was really interesting.

And now, it’s 30 years later and I remember that day, it’s kind of funny. But anyway, I remember he was in junior high and high school with me but he was a basketball player and I was a wrestler so we didn’t really cross paths a lot. But I knew who he was and grew up in elementary school and I always had respect for him. When the book of faces came out, Zuckerberg, it was kind of fun because you can go back and remember high school, junior high, and elementary school friends. And people from wrestling and different aspects of your life and you start adding them on Facebook. So he was one of the names that popped up years ago, I added him and hadn’t thought much more about it.

Every once in a while I saw posts from him, so I kind of knew what he was doing, but not a lot. He shifted his job or his business or career a couple of times and didn’t seem like he was having a lot of success. I remember it seems like last Christmas or something, he posted something really negative and I felt bad for him. But it’s also one of those things that when I first started my business and started learning about entrepreneurship and learning how to sell things and all this world became open to me, I remember at first I wanted to share with everybody. I tried to share with friends, family members, people at church, everyone I bumped into.

I was so excited to tell this thing that I had learned. I was so excited I would share with every single person. It was so mind blowing to me that most people just “Oh, cool. Nice.” I’m like you don’t understand it’s not just nice. It was so frustrating to me. But it’s funny because that was, I always tried to change everybody and save them and help them because I thought that was what I was supposed to do. After a couple of years of that I realized that none of the people I tried to help ever did anything with it. It was really depressing me, so that’s when I shifted back and started doing the business for a long time.

 

I think I got into coaching because I wanted to share it, and it was cool when I started coaching. It was people who would come, people who it was their idea first and came to me to learn how to do it. Those people I could mold, help and change because they had the desire first. It’s because of that I’ve been very cautious the last decade of my life going out of my way to talk to people about this stuff unless they raised their hand first.

So I saw him last December say something and I didn’t see my spot to say something, so I didn’t say anything. Then as I was leaving, I was going through Facebook, again we’re packing the cars and I’m sneaking out to do what you do with the phones. So I see this post, this long post and it was again a negative thing and he was talking about how much he was struggling and trying to make money and all these things, and I think he said that this last year he made $25,000, and that was what he made in an entire year. He was really struggling and trying to make things better for his family, life and wife and he couldn’t figure it out and was just frustrating and was just kind of venting.

How you doing Norah? She’s so cute back there. I hope she falls asleep soon.

Anyway, I felt for him. I was just like, do I say something or not. For whatever reason I decided to just reach out to him. I was like “Hey man, the problem..We haven’t talked in 20+ years, I don’t know if you know who I am. The problem is you’re not focusing on the right thing. I can help you but I don’t want to intrude, it’s not my business. I can help you, I know what’s wrong, it’s an easy fix. In the last year and a half, few years we’ve helped. I’ve been a coach to almost 200 people now to become a millionaire. Tens of thousands of people to make 100 thousand or more in year. I know the game, I know what it takes and what it doesn’t take.” I said something like that and my next post was, I wish I could read it right now. “I’m not trying to pitch you on some MLM. I honestly, if you want help I can help you because I know what’s wrong.”

He was like, “Really? Yeah, I want to know.” So I told him a couple of things and I said, “If you do those things, I’ll record a podcast for you while I’m on my trip and kind of go into more detail.” So this last 3 days I keep thinking about that and I’m excited so that’s what I’m actually doing right now and I hope it benefits all of you guys. Because I think for most people who are stuck, it’s not something that unique to you, it’s not. A lot of times we think our situation’s unique, but it’s not. It’s a pattern that happens over and over again. The key to breaking patterns is recognizing it and realizing what the correct pattern is and replacing it. It’s not hard, it’s just hard because it’s the first time most people have gone through it personally.

So that’s kind of the context. I just wanted to share this message, it’s really for him, I’m not going to go super specific, but I think it’ll be helpful for everybody. I know that typical people I talk to in this podcast are people who are entrepreneurs already and this is kind of I guess for someone who’s on that line between the job maybe and the entrepreneur. That line where it’s like, you’re not fully an entrepreneur running this way, but you’re struggling at the job thing and you’re in between. That’s what this podcast is for and I hope it kind of helps.

With that said, I’m going to jump into this. So the first thing that I kind of told him in the message, the first thing is you’re focusing on the wrong thing. And he’s like, “I’ve been focusing on perfecting my craft.” And just kind of some perspective, the industry he’s going into is film. So he’s trying to do movies and videos and all that kind of stuff. So he’s like, “I’m focusing on getting better at my craft and I’m also doing a lot of networking.” So I go, “okay, yes. You are completely focusing on the wrong two things. You are focusing on things to help you get better at your thing, but you have to shift your focus to making money.” That’s a weird concept because it’s something that I remember the first time I had that epiphany. I need to learn how to make money. I was in school learning all this crap and I’m looking at this stuff and studying and I was like, I’m not actually learning how to make money. I still remember one of my biggest gripes with college is I took two semesters of accounting and two semesters of finance and they never once taught you how to do your own taxes, which is insane. School sucks.

Just throwing that out there for those who are wondering my thoughts on the whole thing. But it’s crazy the fact that

Bonus Interview - Superhuman Entrepreneur  

Here is a bonus interview with Russell Brunson and Dr. Accurso.

Secret #17: Why Are Vacations So Hard For Entrepreneurs?  

I think I figured out why it's so hard for all of us to go on vacations.

On today's episode of Marketing Secrets Russell talks about why, as an entrepreneur, it is so hard to go on vacation, and how he gets through it. Here are some of the cool things to listen for in this episode:

What the difference between entrepreneurs and everyone else in regards to feeling happy or sad is. Why constantly having momentum and feeling like he's moving forward is so important to Russell. And how Russell gets through down time when he feels like he's doing nothing. So listen here to find out why entrepreneurs don't relate to being happy or sad.

---Transcript---

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

Hey everyone, I hope you’re excited for today. I’ve got this weird thing; I think a lot of entrepreneurs suffer from this. Maybe it’s just me. But today I’m going on vacation for a week. I’m actually looking forward to it, but at the same time it really stresses me out. It’s one of those things that’s funny because everyone always tells me, “Russell, you need to go on vacation. You’re going to burn out if you keep doing the stuff you’re doing at the pace you’re doing it.” All sorts of stuff.

But it’s weird because…..sorry I’m trying to do it with the new camera tripod while I’m driving.

Anyway, it’s weird because when I’m at the office and working and doing my thing I never feel stressed. Everyone’s like, “Are you stressed? Are you overwhelmed?” I’m like, not really. I feel like I’m kind of in my flow, my motion or whatever you want to call it. But then I go on vacation, I get super stressed and anxiety and sitting there and not doing stuff is really hard for me. That’s why reading on vacations, at least I feel like something’s progressing.

It’s interesting, at Pirates Cove mastermind we had Alex Charfen come and help him to kind of figure out how to monetize his entrepreneurial personality type content, which I’m excited for. It’s funny because I told him I first heard him speak 2 or 3 years ago on the entrepreneurial personality type and it was amazing. I felt like I connected with him and I was like, now when I hear something like that I want to give somebody money for something. There’s no way for me to give him money. It’s funny, I asked him if I could buy the entrepreneurial personality type from him and he’s like, “No.” and then he’s like, “Why?” and I’m like, “Because I don’t know exactly what I’d do if I had it, but I could make a crap ton of money with it.” And so he joined the coaching program right afterwards, so I could help him do it.

So it’s kind of fun. We’re helping him go through the process now and he’s going to kill it, it’s exciting. But one thing he talked about that was interesting about entrepreneurs and if you haven’t studied Alex’s stuff, it’s worth it. And it’ll be soon in a format, it’s going to be a podcast, it’s going be a training program, a bunch of stuff. He’s kind of going through the whole Expert Secrets process now to figure out how to take it to something. I’m excited, when it’s done, I’ll be the first customer. And I think that all of you, because you’re all like me, should as well.

But it’s the entrepreneurial personality type, but he’s talking about personality traits of entrepreneurs. And one thing that’s kind of weird, I think I’ve heard him give the presentation three times in his core, main presentation and all three times there’s this one part where he talks about how entrepreneurs don’t identify with happy or sad. I was like, “Whatever, I identify with that.” And then the more he started talking about it, the more I was thinking, when am I happy or sad? People always say I look happy. But I’m just kind of a happy person.

It’s funny, this is probably more personal than you guys want to know, but I went and got my testosterone taken, actually three years ago when we were launching Clickfunnels and it came back at 160. The doctor literally told me, “Your grandma’s got higher testosterone than you right now.” And 6 – 8 months later I did it again and it was like 350. And then I got it done this week and I was 450. But every time I’ve gotten it done, the doctors always told me, “How are you standing here? You should have no energy, no motivation.” And I was like, “No, it’s the opposite. I have so much motivation, so much energy.” He asked me all the symptoms, “Do you feel tired.” And I was like, “Sometimes.” And he’s like, “Do you have memory?” I’m like, “No.” He’s like, “Do you feel depressed.” I’m like, “No.” all these things and at the end of it he’s like, “So why are you here?” I’m like, “My testosterone is really low.” And he’s like, “You have no symptoms of it.” And I’m like, “It’s just because everything’s so exciting right now.”

And I started thinking more about his with Alex’s stuff, that entrepreneurs don’t relate with happy or sad. I started thinking, there’s sadness obviously, when someone dies or things like that. But as a whole, you wake up in the morning and it’s not like I’m happy or sad. So when he was telling me that, I was kind of confused. I wonder how most people view happy and sad, it didn’t really make sense to me, and then the next slide, the next portion he said a word and I got chills. I was like, “Whoa. That’s what I do.” And he said, “Entrepreneurs don’t feel happy or sad, what they feel is either momentum or a lack of momentum. They’re moving towards something or they’re not. They’re moving away from something.”

That’s what we relate to. What we relate happiness to is motion forward. And what we relate sadness to is not progressing, not moving forward. I think it’s just fascinating. Momentum, movement, that’s what drives entrepreneurs. It’s not happy or sad, it’s movement, momentum. I was thinking about that today, I’m going on this vacation. It’s funny because I’m leaving today, I was up late last night. I was up early this morning. I’m trying to get stuff done, and I almost enjoy the process right before vacation, getting so much stuff done because I’m freaking out because I gotta leave at this time. I’m running and running, I’m moving, momentum. And then you go on this vacation and you stop.

Everyone wants to just chill out. They want to sit, they want to just sit at the beach. I don’t know what it is, sitting at the beach it doesn’t do anything for me. It’s just weird. For me, I have to have momentum in this experience, this vacation or else I’m going to drive the rest of my family and friends and everyone that’s with us, nuts. They probably don’t even know, they’re like, “Why is Russell twitching over on the side?” And it’s because I need momentum, I need something.

So that’s when I’ll sneak away and I’ll read. Or I’ll be sitting there, they’re all talking and I’m thinking about something. “Oh my gosh, I could do this.” And I’m creating while I’m sitting there thinking because I’m nervous. It’s just funny, my wife will be like, “You’re on vacation, you’re not allowed to talk about business.” And I’m like, “If I don’t talk about business, everything halts and stops progressing in my life.” And the lack of momentum, the lack of movement, the lack of direction is what will then make me depressed and sad and stuck.

It’s a funny line that we have to deal with, especially all of you entrepreneurs who are out there. Because we just see the world a little differently and I think a lot of people think we’re freaks because of it. There’s nothing bad with it. I don’t think it’s something bad. It’s why businesses are created, why there’s momentum in the world. I think it’s because of entrepreneurs who’s entire soul drive is momentum towards moving. We have to have that.

So while we go on vacation because we love our wives and kids and family members, it’s probably the hardest, most stressful part, which is so weird because it’s like, “Go relax. Take some time, you’re going to burn out.” And it’s a little different. Anyway, I’m excited. I’ve been plotting, I have 3 big vacation this summer, I’ve been plotting all of them, what books to read, which order. What courses I’m going to study, what things I’m going to be moving. It’s just funny how that’s been the most exciting thing for me, planning what I’m going to do when I’m not doing anything. I’m such a nerd.

Anyway, there you go, that’s us entrepreneurs. So if you’re an entrepreneur and you don’t relate to happy or sad, and you do relate to momentum and movement and you stress out about vacations, that’s where I’m at and I relate with you. Nothing else on your family vacations is somewhere you’re stressing out because you do nothing, I get you. So while that’s happening think, ponder, vision, dream. At least for me, that’s what keeps me going and lets me function like a normal human being with everybody else. So that’s all I got you guys. Have an amazing day and have a good vacation if you’re going on one too. Talk to you guys soon, bye.

Secret #16: Confusing Activity With Achievement  

The secret to get people through the failure gap.

On today's episode Russell talks about disagreeing with a designer on what a customer needs from Clickfunnels and how they were basically saying the complete opposite of each other. Here are some of the interesting things you'll hear in the this episode:

Why listening to what customers want is a good idea, but how it can only take you so far. Why giving you're customer little wins on their way to their goal, will help them stick around. And some of the wins are that Russell is giving his customers to help keep them as members of Clickfunnels. So listen here to find out how to confuse activity with achievement to keep customers from leaving.

---Transcript---

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

Alright everybody, welcome to Marketing Secrets. I’m here today in the Clickfunnels kitchen, the first time I’ve ever filmed in here. I’m excited. You guys want to see a quick view of what the kitchen looks like? Oh, there’s Dave. We’ve got a whole bunch of cool stuff. We actually built this kitchen because for a lot of the products we work with, for some reason we always need kitchen scenes, so we always rented different kitchens. And then we’re like, if we build a kitchen make sure we have a good scene so we can actually film stuff. So we do, but since we’ve had it we’ve never used it for filming.

For today, I want to share with you guys something kind of interesting. And I want to make sure when I say this that it doesn’t come off bad. Because it has a good purpose, but it’s important for you guys to understand. Some of the background behind this, to set it up so it all makes sense to you guys. We had a designer that worked for us for a while to come on and help with user interface, UIUX, those type of things in Clickfunnels, a really smart guy. What he liked to do is call and interview customers.

At first I was really excited. So he’d go and call 40 or 50 customers and interview them, finding out what they want, what they didn’t want. All those kind of things, which I thought was cool. We’ve never done that before. Some of you guys might have actually talked to him, which is cool. Based on that he was trying to build UI and structure based on customer’s feedback.

A couple of things I found with it. One is it was kind of almost a frustration, because I came to him saying, “This is what I want to have done.” And he treated me kind of like if I was a customer, “Hey, cool. These are good ideas.” I’m like, “No, you need to do this because I’m not asking you, I’m telling you. I’m not a survey.” We always kind of went back and forth and in his mind it’s like, we need to find out what the customers want, which I agree with. But also this comes back to Henry Ford’s quote about if I were to ask my customers what they wanted; they would have said they wanted a faster horse. You have to also understand that customers don’t always know the vision where we’re going. That’s why we’re creating stuff, we’re visionaries. We know where we’re trying to go.

So it’s kind of interesting, so he no longer works with the company, still an awesome guy, but that was kind of this frustration I had. I remember for a long time we’ve wanted to update our on-boarding in Clickfunnels, and we wanted to do a whole bunch of cool things we haven’t been able to do. This week is actually fun for me because we’re focusing on that.

Another side story, I was listening to Growth Hacker TV, there was an interview with a guy who bought the Warrior Forum. He also owned Freelancer.com and a bunch of other companies. He was talking about how they grew to a billion dollar evaluation. And one interesting thing he said is that they buy these companies and then they look at the traffic coming through and spend a lot of time optimizing the processes inside the processes to make more money from all the traffic coming, which is kind of the phase we’re in right now.

We have anywhere from 800 – 1000 new people a day that sign up for Clickfunnels, just organically. They’re coming from who knows where. And thank you for coming, I don’t even know where you came from but I’m grateful to have you here. And they’re coming in and we lose a bunch of them the first month, there’s a big drop off. After that it stays really steady, but there’s a big drop immediately. So we’re trying to figure out that process. How do we capture people and keep them in?

There’s a lot of cool stuff we’ve done that decreased our churn rate, which is the number metric we look at. It increased our retention. But right now we’re in a big overhaul, how do we simplify the sign up process? How do we make everything easier? It’s fun, you guys will see some new stuff coming to Clickfunnels here in the next 60 days. A lot of new stuff will be coming live, which just simplifies the process and makes Clickfunnels easier to use. So we’re excited for that.

But I was listening to this guy, and he talked about that’s what he was doing. They just worked on the optimization of the sign up flow and that’s how the companies blew up. They didn’t really focus on the traffic and these other things. And we’re always focused on the traffic. But it’s like, how do we make sure the funnel’s right so we’re not losing people out of the holes in the bucket?

So with that said, there’s a bunch of on-boarding stuff that I wanted to do and I know Todd wanted to do, so we kept trying to get this guy to do that. We want prize, we want to do free t-shirts, we want badges, we want to gamify the process. And he kept coming back saying, “How does gamifying the process help the people get the end result? We need to get people to the end result and this is just keeping people busy in the middle.” And it’s funny, Todd mentioned that this morning to me and I Voxed him back, there’s this quote from Dan Kennedy that I heard back in the day that actually ties this in, but I couldn’t remember exactly what it was. So I ended the Vox and said, “I’m going to go find the quote and come back to you.”

So I ended up finding the quote and I posted it there in Voxer and the quote said, “You’ve got to confuse activity with accomplishment.” Now I’m going to be careful when I say this because some of you guys are going to look at that and it might be frustrating or confusing or whatever. So I posted that and in the thing it said, Dan Kennedy, “You have to get your customers to confuse activity with achievement.” So Todd read that first before my Vox, and he thought I was saying, “Oh the designer was right. That’s just going to get people confused. Focusing on activity as opposed to achievement.” But if you listen to my Voxer, it was actually the exact opposite.

So what’s kind of funny, me and this UI designer both said the identical thing but for the exact opposite side of the argument. He was saying you don’t want to give people activities that keep them from the achievement. And I was saying, you want to give them activities so that they feel achievement, so someday they get to achievement. You want to confuse activity with achievement. Does that make sense?

So Kennedy said that, basically, as a retention strategy. People come in and are going to leave. He said, no you need to give them things to do, so they have activity that’s happening. Because the activity is what keeps them engaged. If we look at our Clickfunnels stats right now and numbers and things like that, the interesting parts are people that stick are people that have a custom domain, they log in at least 2 ½ times per week. There’s all these stats. People that stick are people that are going in and doing stuff consistently. So we know that’s the metric. People logging in and using it are the key. So how do get them to log in and use it?

Well just telling them to build a funnel, you’re going to have achievement, you’re going to achieve a funnel. People will try for a little bit and then they’re going to leave because they didn’t achieve anything. Because the goal is this huge thing. The goal is you’ve got to eat the whole entire cow. That’s the goal. If you’re giving your customer the goal to eat the cow, the problem is they’re going to come in and if they don’t eat the cow really quick, they’re going to leave.

So what you have to do is confuse achievement with activity. Give them activities to do that make them feel like they’re achieving something along the way. So they come in and you set the table, you give them their appetizers, they eat that and they achieve something. For us we’re gamifying the process. You come in, watch the video, build your hero funnel, we send you a t-shirt. So you had activity, so you felt you achievement, even though you didn’t achieve the thing you want yet. You felt achievement, which then drives you forward to do the next thing and the next thing, and the next thing.

All of us want our customers to have the achievement at the end, the problem is that they sign up and then there’s the achievement, there’s this huge gap in the middle that they’re going to fall into, disappear and die. So because of that we have to confuse activity with achievement, because that activity will make them feel micro-achievement which will get them to the big achievement at the end. That’s the goal, that’s the message for you guys.

As you’re creating your training programs, software, ideas, products, services, whatever it is you’re creating and doing, I want you thinking about that. You have to go and create activities that get people to feel small wins, small achievements so that it will drive them through this chasm, this gap, to get to the big goal, the big achievement that you want them to have. If you don’t have those, if you’re not confusing activity with achievement initially, they’re never going to get to the achievement.

So that’s

Russell’s REAL Reason “WHY”  

In our 30th episode of Funnel Friday's Russell and Jim take some time out from building funnels to chat about the Expert Secrets Book Launch and Russell getting his message out to the world.

Drop The Mic Show - Episode #2 - Russell Answers 5 New Questions LIVE...  

If you missed Russell’s LIVE Q&A from www.dropthemicshow.com, you can hear this weeks questions on this episode.

Today we have another bonus episode of Marketing Secrets where Russell answers questions about marketing from other funnel hackers, including:


What are the most painful lessons Russell has learned to be able to build the amazing team he has today. How to get a huge Facebook following like Russell. If it's a good idea to try to influence someone in a 9 to 5 job and help them in their journey so that they become successful and quit that job. The process that goes into publishing a book besides actually writing or marketing. How to use a funnel to get people to come to a pre-launch signup event.   So listen to hear Russell Drop the Mic as he answers these questions.
Secret #15: A Marketing Secret We Learned At Krispy Kreme Doughnuts  

Who know doughnuts could be so helpful…

On today’s episode Russell and his kids talk about why they like to go to Krispie Kreme doughnuts instead of some of the other doughnut shops. He also shares a story to relate why its good to show your customers behind the scenes of what you do. Here are some of the fun things you will hear in this episode:

What it is about Krispie Kreme Doughnuts that stands out from their competitors. Why seeing how beer is made inspired a marketing guy to put it in their commercials. And what Russell does to give his customers a similar experience.

So listen to Russell and his kids talk about this cool way to market your business.

---Transcript---

What’s up everybody, this is Russell Brunson. Welcome to the Marketing Secrets podcast.

Alright everybody, today we got a special episode. We just got done cleaning the church and then we went and got a prize for the kids. What was the prize we got guys?

Kids: Krispie Kreme Donuts and the hats.

Russell: Krispie Kreme Donuts, and the hats. We’re driving the new Funnel Hacker Jeep, which we have a camera mount in here. So now I can do Marketing In Your Car and Marketing Secrets while we’re driving and not have to worry about getting hit and dying.

Kids: Marketing in Your Jeep.

Russell: Marketing In the Jeep. I don’t know if you’ve seen it yet, if you haven’t go look on Snapchat or Facebook or whatever. It says Funnel Hacker on the side of it, it’s kind of fun. And we had Norah in here yesterday so that’s why Bowen’s sitting in Norah’s baby seat, because that’s the last seatbelt we had. So what should we tell those guys about today? We gotta tell them a marketing principle.

So let’s do this, I want to talk to you about why you like going to Krispie Kreme versus the other place?

Kids: Because they got good donuts.

Russell: Because they got good donuts. Why else?

Kids: It’s not very far away.

Russell: Okay, it’s close proximity. Why else?

Kids: We haven’t had breakfast.

Russell: You haven’t had breakfast yet. Are they healthy?

Kids: They have a good price. No, they’re not healthy. They have a good price, they’re not far away, and when you go in you see them make the donuts.

Russell: Oh, this is the key. This is the key, Ellie, that I want to talk about. So when you go into Krispie Kreme they let you, say it loud so they can hear you. Aiden said it too. So there’s a glass window and you can actually watch them make the donuts. The donuts come through on a conveyer belt, you see the frosting put on them, you see them dunk under the thing. First the dough right, drops them into the cooker thing that cooks them, then the frosting comes on top and they put the sprinkles. You get to watch the process.

Kids: They sometimes, rarely, give you free samples.

Russell: And sometimes they give you free samples for hanging out.

Alright so here’s the marketing lesson for all of you who are listening today. So Krispie Kreme does a really cool thing to make kids want to go to Krispie Kreme versus DK Donuts, Dunkin Donuts, all the donut places.

Kids: Dunkin Donuts is DK Donuts.

Russell: No DK is a small brand, Dunkin is a huge chain. Anyway, what Krispie Kreme does is allow you to watch the process, which is really interesting. Because my guess is most donut shops have the same process, yet……..You guys we gotta stay on point for the show. They’re right, DK has bunch of other options, sizes and varieties and Krispie Kremes are all the same thing. But the moral of this is that they let you watch the process of how it works.

I know I’m going to forget the story because I’m in the car with four kids going crazy. I’m going to forget it right now, but the message I know all my old school marketing buddies are making fun of me because I can’t remember the name and people or which book it was from. But there was a guy, who was actually a beer company and they were selling beer and this marketing guy came in to, I can’t remember now, this is blasphemy. I can’t remember the name of it.

I just hit a squirrel. I missed it. A squirrel went underneath the car. That was close.

Anyway, there was a marketing dude, he comes into the beer company and he’s trying to figure out the hook and angle and big idea of why everyone should give them money versus the other beer companies. And the marketing guy comes in and wants to see the process and how it all works and he goes in and watches these guys. He sees how they make the beer, I don’t know, I’m not a beer drinker. I’ve never drank so I have no idea how it actually works. But they showed how they made it. And the marketing guy was so fascinated. They’re like, “That’s how everybody makes beer.” And he’s like, “Yeah, but nobody else has seen this. Nobody else even knows this is how it all works. So I want to show that process.”

So he made a commercial and he actually showed the process of them making the beer and that became this huge campaign that blew up the company. So Krispie Kreme is the same way, they show the process. There’s a reason I do Funnel Friday every Friday, because I’m showing the process.

Kids:  You didn’t do it this Friday.

Russell: I didn’t do it this Friday. Good point. And Funnel Hacker TV and all these things, why am I doing that? Because I’m showing the process, I’m letting people see how I do it, how I consume the product. And the more they do, the more they see me drinking my own Kool Aid, the more likely they are to also drink said Kool Aid.

So the moral of the story from this Krispie Kreme episode for you guys is to let your audience see the process of how you do whatever you do. We are in the reality show era of the world and your audience wants to view what’s happening. That’s why I’m showing this right now, me and my beard in my car with my kids in their Krispie Kreme hats, and being annoyed at me. Bowen was telling me, “Your mustache is ugly dad, but your beard is cool.” He wants me to shave this.

Dallin: You have a mustache.

Russell: It’s kind of weird huh. I need to shave.

Dallin: I don’t know everything, never mind.

Aiden: I’m free ladies.

Russell: Aiden just said, “I’m free ladies.” You’re the coolest!

Dallin: What did he say?

Russell: He said, “I’m free ladies.” And jumped out of the car.

Dallin: You need to send this to me.

Russell: That was amazing. I love Aiden, that our little six year old, if you’re listening and not watching. If you’re watching on Marketingsecrets.com you just saw Aiden in his Krispie Kreme hat tell you….that was hilarious.

Dallin: Send this to me please.

Russell: The moral of the story, the reason why I’m doing this with my hair messed up and my beard, with my kids and our donuts….

Ellie: You have a beard?

Russell: Isn’t it sweet? You want to feel it, it’s really scruffy. It kind of hurts, I gotta shave it. The reason I’m showing you this stuff behind the scenes because I’m showing you my life. I’m showing you how we do what we do and that’s what draws people. If you read Expert Secrets, you know the goal is to draw people into you and your personality and all those kind of things. So draw them in you guys. Do it, open up your life a little. I know it’s scary sometimes. That’s what Instagram is for, your stories. Facebook Lives, podcasts, etc.

Dallin: The real moral of the story is that Aiden is a ladies’ man.

Russell: Aiden is the ladies man. Anyway, that’s the moral of today’s story. Does that sound good to you guys? With that said, thanks so much for tuning into marketing Secrets. If you have not read the Expert Secrets book go to expertsecrets.com. You should go there and read it because this is just one of those secrets that’s going to help you blow up your message.

Dallin: And if you haven’t read the first book too, read it.

Russell: What’s the first book called?

Dallin: Dot, I forgot what it’s called.

Russell: You’re close, Dotcom…

Dallin: Dotcom Secrets?

Russell: Yes, Dotcom Secrets and Expert Secrets. They should read them both right?

Dallin: Yeah.

Russell: Which one’s your favorite.

Dallin: I didn’t read it.

Russell: Anyway, appreciate you guys, thanks for listening and we’ll talk to you soon. Bye.

Secret #14: How To Increase Your Tips (And Your Profit Margins)  

What was going through my mind when tipping at IHOP.

On today’s episode Russell talks about going out to breakfast with his daughter for her birthday and how watching the server work so hard to make a small wage made Russell wonder why he didn’t work somewhere that he could make more money, and how that relates to being an entrepreneur. Here are a few interesting things in this episode:

How Russell would increase his ticket sales if he were still a server. How waiters increasing ticket sales relates to being an entrepreneur. And why if you can’t be the cheapest in your industry, you should be the most expensive.

So listen to Russell’s awesome advice on how to increase your ticket sales and make more profit for yourself.

---Transcript---

What’s up everybody, this is Russell. Welcome to Marketing Secrets while I’m in my car. This is a flashback from a podcast earlier. I’m doing this right now because, first off, I hung out with Justin Williams last weekend and he yelled at me, “you used to do podcasts every single week, three or four times a week. But now that you’re not in your car, you’re not doing them very often.” I’m like, crap he’s right.

I’m driving to get my haircut today because it’s huge. I figured out how to mount this thing in my car so I can do it while driving, so nobody yells at me. That’s what actually happened, I was doing the podcast with the camera, when I did marketing in your car with my phone nobody ever yelled at me. But when they saw me on video I got yelled at by everybody, so I stopped doing it that way. But now that it’s mounted up I can drive and talk and not even pay attention to you guys. No yelling at me, alright. That’s the deal.

Alright, so with that said, today is a cool day for a couple of reasons. Number one, it’s my daughter’s ten year old birthday, which is insanely cool. So this morning, I’m actually flying out today, so this morning I had a chance to go and take her out to breakfast. Her breakfast of choice was IHop, and I was like, “Come on, we can take you to Waffle Me Up or any of these cool places.” and she was like, “No, I want IHop.” As we’re driving there I’m like, “There’s only two kinds of people that like IHop, Ellie.” And she’s like, “Who are they?” and I was like, “Grandma’s and little kids. Watch when we get there how many grandma’s are there.” So we got in there and we counted and there was 13 or 14 grandmas in there and then me and her. So I was like, that’s it. It was kind of funny.

Anyway, that was really fun, and then she had a birthday party. So I went and raced and got her a bike this morning and took it to the birthday party, and I’m actually heading to get my haircut because I’m flying out to Utah today, two cool things happening in Utah. Number one is the Harmon Brothers are making our viral video. They actually started filming it today, and to be completely honest, it’s kind of killing me. I wish I was there, I want to be watching it. But I couldn’t today, so I’m flying down there tomorrow to catch some behind the scenes footage and all that kind of stuff for our Funnel Hacker TV show.  So I’ll be flying down there, it’s gonna be really cool.

And the second cool thing, is I’m actually going to a meeting with Timothy Ballard, who is the dude who runs Operation Underground Railroad, which is a charity or organization, I don’t know exactly what it is, but they help save kids who have been abducted and put into sex laboring. So we’re going to be  helping build funnels and helping build that whole mission. It’s a passion project I’m really excited for. That’s what’s happening on this trip. So if you’re watching Funnel Hacker TV you’ll see the behind the scenes of that stuff. If not, go to funnelhacker.tv and go hang out with us over there too. There’s a lot of fun stuff happening.

Alright my message for you guys today, and this is something that I don’t know why more people don’t think about this, but it’s important. We went to IHop today, as you know. My daughter ordered the pancake with the fluffies and the sprinkles, there were sprinkles on it, and then bacon and an egg. Her cost is like $3 or something like that, then I go and order scrambled eggs, a side of bacon, a side of avocado, because that fits in my macros for all you healthy nerds. So our bill was like $12. And I look at the server and the server is running around, grabbing our stuff and his and grabbing waters and grabbing A1, because I love putting A1 on eggs, if you haven’t tried it, it’s insanely good. I did it one time because I had steak and eggs, and I put A1 on the steak and some of it spilled on the eggs and I ate it that way. I was like, this is an egg topping, not for steaks. So if you haven’t had A1 on your scrambled eggs yet, you should totally try it. It’s amazing.

Anyway, I digress. Where was I going with this whole thing? So the server is running around frantic, I get the bill at the end of it and I look at it, and it’s  like $12.43 or something. As someone who tips, and I’m a good tipper, so I didn’t tip him that much, I left a lot more money than that. So if I were to say, we’ll give him 10% of that, means he earned $1.25. That’s what he made from me, for all his efforts. Or if I do 15% it’s like what $2, if I do 30% it’s $3. So that’s what most people do. Especially, the grandmas at IHop, they have their little calculators out and figuring out, “Okay, I owe him $1.13.” and give exactly the tip, but if you’re bad they’re going to give you 5%, if you’re okay you get 10, if you’re great you get 15. That’s how it works.

I’m looking at this, and the server was a young dude, and I’m like, “Man, he’s killing himself for this little thing.” And I was just in the office before I headed to get my haircut, which now I’m stuck in traffic and my haircuts in 3 minutes and if I miss it I’m going to go crazy. So I was talking to them, “Look, if that dude instead of getting a job at IHop where the average ticket is $12. If you’re doing the same work but got a job at a steakhouse or a sushi place where the average ticket is like $50-$100, he’d do the exact same amount of work and get way more money.” Because people tip off a percentage. So if my bill is $12, you’re getting 1.20, that’s 10%. If it’s $112, you’re getting $10, or whatever the math is, for the exact same amount of effort.

So the moral of the story is if you’re serving tables, go and sell more expensive stuff, because you are getting paid a percentage of the ticket price. So you gotta sell the most expensive thing. That’s why as a Mormon when I go and I go to restaurants and they always try to sell you alcohol because alcohol has a huge profit margin, it’s big ticket. And they can get you to buy a lot more stuff. So we never buy the alcohol and those other Mormons who are out there know, if you’re at a nice restaurant, and you don’t order alcohol, they don’t treat you as good, because they’re like, “Crap.”

So I always tell people when they ask me, “What do you want to drink?” I’m like, “Oh we don’t drink, but don’t worry, we tip really, really good.” Because I want them to know, I don’t want them to treat me like crap because I didn’t drink because my ticket price is going to be smaller. Good server’s understand that. I warn them ahead of time, I’m a really, really good tipper. I tip 30, 40, 50% sometimes 100%. I’m a really good tipper as long as you treat me good. If you treat me bad, I’m still a good tipper, but I’m a great tipper if you treat me good.

So kind of the thought, if you’re serving tables, you gotta be selling the highest ticket thing, and if I was serving tables again, which is the only job I had for real is serving tables, and I really liked it. It’s all about that, ticket price. If I were a server today, I would have people order dessert first because most of the time at the end of the meal you’re not hungry anymore. If you’re not hungry anymore you’re not going to buy dessert. So then my ticket price went down, so my tip just shrunk.

So I’d be going ahead of time like, “Look, a lot of people at the end of the meal are full, I’m going to give you a 10% discount if you order dessert first.” I would do that because it would increase the ticket price. Everyone wants dessert when you go in, but when you’re offered it, it’s hard to eat it because you’re so full.

Number two, think about Olive Garden. They started doing this a little while ago and it was brilliant. After you’re done eating they say, “Hey, what would you like to order for tomorrow?” And they had a second meal. So you’d order a second meal to take home and eat the next day. Now you just doubled your ticket price because you sold them two meals instead of one. IF I were serving tables today, the first thing I would be doing is offering dessert, take them their meal and at the end of the meal be like, “That was good, huh? I know you guys aren’t going to be coming back tomorrow, but if you want you can order off the menu right now and I’ll go package it up and you can have it tomorrow as well.” And I don’t know what percentage take it, but I know there’s a big percentage that take the second meal and now I just doubled my ticket price. And the tip will be based on the ticket price, not based on what they ate while they were sitting there.

So I’d be thinking, increased value, how can I increase my ticket? So that’s if I was serving tables again. Obviously I’m not serving tables, I’m serving entrepreneurs and a lot of them. But guess what I’m thinking, the same thing. It’s the same stuff. I know I get paid based on a percentage of what our growth is. As the entrepreneur in the company the way that I make my money, I do have a salary, because I think you legally have to do that, however that works, you can do all the W2’s and all that techie, nerdy tax stuff. But then the rest of my payment comes from a percentage of profit share. The mo

Secret #13: How To Succeed When You Have No Resources  

Why having resources will actually hurt you as an entrepreneur and how to become more resourceful.

On today’s episode Russell comes to you from his favorite place on Earth, Pirates Cove. He gives a mini tour of the premises and talks about how he was able to afford the $100,000 that it took to rent it by being resourceful. Here are some of the cool things in this episode:

Find out how Russell was introduced to Pirates Cove and what he had to do to be able to afford to initially bring his family and friends there. Find out the difference between having resources and being resourceful. They sound similar, but they are not the same. And hear a rarely told story of how Russell was able to be resourceful early in his career to be able to afford to make his first idea come to fruition.

So listen up and enjoy as Russell talks about how he was able to be resourceful enough to be at Pirates Cove without spending a single penny.

---Transcript---

Hey Everyone, this is Russell. I want to welcome you to the Marketing Secrets podcast happening today from Pirates Cove.

Alright everyone, if you’re watching the video of this, you can see I’m at the most ridiculous place on earth. If you’re listening to this, go to marketingsecrets.com and actually watch the video. I’m right now at a place called Pirates Cove, at a mastermind group. It’s insane.

See behind me, these are my kids swinging on the ropes and having fun in the water and a bunch of other amazing things. This is pretty much the craziest place I’ve ever been. It’s my favorite place on earth. Some of the back story about Pirates Cove. Again, those of you watching can see some of the scenery of this place, but basically, the back story when my twins, which this is Bowen, one of my twins right here, when they were about 6 months old, we were speaking at an event here in Las Vegas, which is where Pirates Cove is at. One of my friends had come to this place and kind of told stories about how amazing it was. He started explaining, and no matter how cool he made it sound, you’re like, “That sounds cool.” He’s like, “No you guys, you have to see it. I’m going to take you and we’re going to try to find it.”

So we started driving around, all over Las Vegas, all over Boulder City, trying to find this place called Pirates Cove, and we couldn’t find it anywhere. So we gave up and went out to eat in Boulder City, and we’re sitting there and all the sudden the owner of Pirates Cove walked out and my buddy’s like, “That’s the owner.” So we walked up to him, “hey you don’t know us, but I’ve been to Pirates Cove, it would be super cool if you could let us see it.” The guy was so cool and was like, “come on up.” And he gave us swimming suits and we swam the entire day. Like I said, Bowen here was only 6 months old, he was in diapers, we had the most amazing time ever.

And if you see this place, it’s basically on the side of this mountain, it’s a private residence, there’s 5 houses on it, there’s waterslides, in fact, I’ll take you guys up on the video so you can see the top. There’s a kid waterslide and a really cool kid pool, and then up at the top there is this huge waterslide that’s for adults, that is crazy. You go down this huge slide and then it enters into the middle of the part, there’s a huge boat, and a pirate mast, you actually jump off it. In fact, on Funnel Hacker TV you can see some video of me jumping off it. It’s pretty crazy.

So I’ll keep showing you as I’m walking around. I want to teach you guys a really cool lesson. So after we came I was like, “I want to rent this.” I want to take my family here and show everybody. So the next year we called the guy up and we were like, “We want to rent Pirates Cove, how much would that cost.” And he was like, “Oh it’s $10,000 a day with a weeklong minimum.” It was $70 or 80 thousand dollars. I was like, what? I didn’t have that kind of money at the time. I was like, “gah. But I really want to rent pirates cove, there’s gotta be a way I can rent this and show my family and my kids and experience this again.”

So the wheels in my head started spinning. And again, this comes down to Robert Kiyosaki 101. Poor people say, “I can’t afford that.” Rich people think, “How can I afford that? What can I do to be able to afford that?” So I’m thinking what do I gotta do to make $70,000 to rent this place, but obviously catering and everything else. I was like for me to do that, it’s going to cost a lot of money. I’m going to need almost a hundred grand to do it. So I was like, okay what if I found a whole bunch of cool people and invited them to come to this thing and I sold tickets to it?

So that was the idea, so what we did is basically. We went and I put out a little page and said, “10 people pay $10,000, and that’s $100,000 and covers the cost of the entire mastermind group and then we can rent it. We’ll just have a really good time.” We’ll have for it half the week for all the mastermind and when the mastermind is over, we’ll still have it for 2 or 3 days at the end, then we’ll invite my family members, at the time a bunch of employees, things like that. And that was kind of the game plan. We did it and it worked and it was amazing.

So that was the first time I had a chance to experience Pirates Cove for a whole week. Since then we’ve done it, I think this is the fourth time we’ve done it. We did it 3 years in a row then we took off 4 or 5 years, because it’s a lot of work as well. And then this year we decided to do it again. So I’m here right now with 10 entrepreneurs and we’re just having the most amazing mastermind meetings during the day when it’s 116 degrees out here. Then at night we’re playing and having fun. Our kids are here and it’s insanely cool. So that’s happening right now at Pirates Cove. Again, if you want to see some visuals of this place, go to Marketingsecrets.com and watch the video.

But the lesson I want to tell you guys is this, and hopefully you kind of got a little piece of the lesson. It comes back to what Robert Kiyosaki said, poor people say, “I can’t afford that.” Where rich people think, “How can I afford that?” So I couldn’t afford this place, I couldn’t afford to rent it, but I wanted to experience it and I wanted other people to experience it. So I had to starts thinking outside the box. What do I need to do to be able to afford that? How do I get other people to help chip in so we can actually experience this and make it an amazing thing?

In fact, a lot of my early joint venture partnerships came from people I invited to Pirates Cove. I say, you take someone to Pirates Cove, they think you’re pretty cool afterwards, which helped. I was trying to build relationships and grow companies and things like that. But for you, what I want you thinking about, a lot of times, as an entrepreneur, I’m not telling you to go rent Pirates Cove and do something crazy like that. But a lot of times the reason why entrepreneurs aren’t successful in business is because they have this weird resource problem. “Ah, Russell I don’t have the resources, the time, the talents.” It’s all I have don’t the resources. You have to understand that entrepreneurship is not about having resources. That’s a fallacy, it’s incorrect.

Entrepreneurs are entrepreneurs not because they have resources, but because they’re resourceful. Sounds very similar, but it’s different. They’re resourceful.  I was resourceful, I had to think outside the box. How can I create this thing? A bunch of you guys have heard my rant many time about venture capitalists. I don’t feel real entrepreneurs take VC, because they’re coming in saying, “ I don’t have the resources, let me go ask somebody to give me money, then I’ll have resources to go and build something.” By definition you doing that, you’re not an entrepreneur. Entrepreneurs are resourceful, they look at things and say, “how can I afford that?” They look at something and say, “I don’t have the resources, I have to be resourceful, I have to think of other ways to do it.”

My very first thing I ever created, Mark Joyner, who is my first mentor and one of the coolest people I’ve ever met. Here’s my Ellie, she’s here hanging out too. You want to say hi? You having fun? I’m almost done, babe.

Okay, so when he kind of retired from the internet marketing, coaching business, he put out a thing called The Farewell Package, and he sold it and I bought it. And at the time I had no resources, I paid a thousand bucks for this course and it was all the money we had and my credit card was maxed out afterwards, and I had no resources. I was like, okay everything I bought from Mark Joyner, I needed to hire programmers and developers to be able to execute and actually create that thing, but I didn’t have the resources. I’m like, “Crap, what am I going to do? I don’t have the resources to create it.” I’m like, I’m an entrepreneur and entrepreneurs are resourceful. So I gotta be resourceful, what should I do?

I was like, okay, I have ideas. I know if I did have money, what I would do. So I was like, this is what I would create if I did have money. I wrote it out and went, at the time we had this little forum with everyone who had purchased his product. I was like, “Look guys, I bought this thing with the last of my money, I’m completely broke. But I know what I would do if I had the money I would create this thing.” And I pitched everyone on this thing. I was like, “The deal is, I’m broke. I have no resources, but I am very resourceful. And I know a lot of you guys are in the same situation, so my question for you is how many of you guys would like to partner up together and we pool our resources and become resourceful and work together.” And I posted that and said, “I gotta a quote and it costs about $5000 to build this idea I have. I got 0 dollars, so I need 50 of you guys to give me $100 and we can cr

BONUS EPISODE - Live Q&A With Russell Brunson  

Segment recorded from the “Drop The Mic Show” where Russell takes 10 questions from funnel hackers and answers them live.

On this bonus episode of Marketing Secrets Russell answers questions about marketing from other funnel hackers, including:

How teenagers can use Clickfunnels to become more financially independent. How to find out if there is a market for your product. How Russell keeps his sanity and keeps his family happy while being a busy entrepreneur. How to move your business into higher ticket sales. How and where to put in an upsell in a supplement funnel. Whether or not you should be running multiple businesses or focusing on one core business. What one thing made Russell's business explode. What to do when you launch a funnel that doesn't work out. How to go about raising money for a non-profit organization. How to go from marketing just a product to marketing an awesome experience to be able to charge more. So listen in to hear Russell drop the mic as he answers these questions.
Secret #12: The #1 Way To Know If You're Going To Succeed Or Fail Before You Even Start  

After working with tens of thousands of entrepreneurs, there is one common thing I’ve found that will instantly let me know if you’ll succeed or fail.

On today’s episode Russell talks about how he could tell with 100% certainty within seconds of meeting an entrepreneur if they would be successful. Here are some of the interesting things to listen for in this episode:

What quality does Russell see that successful entrepreneurs have and unsuccessful marketers are missing. Why Russell thinks that most people don’t want to take the leap required to be successful. And find out how all this can also relate to other areas in your life besides business.

So listen below to find out if you possess the quality that equals success or if you need to switch your focus in order to become successful.

---Transcript---

Hey everyone this is Russell Brunson. Welcome to the Marketing Secrets podcast. Tonight I’m going to show you guys the one tell-tell sign to know if you’re going to be successful in business or not. And it works 100% of the time.

Hey everyone this is Russell. We’re on day 4 or 5 of binge all nighters while my wife and kids are away out of town. My wife doesn’t get back until a couple more days, but of my kids are coming back tomorrow, which I’m so excited. They were supposed to come back today, then they didn’t.

So now another day to pull an all-nighter. So it’s about 1:00 now. Today we have built and launched one, two, three, four funnels. And what’s funny is that none of them are new funnels, they’re all just re-builds of existing funnels. And this is hopefully a lesson for you all. Because I hate all my funnels. Even though they work pretty good, but they’re still not done. But guess what I did? I launched them and made a bunch of money with them and now I’m fixing them again. I’ll probably be fixing them again later, and they keep getting better and better, but they’re never done. So don’t be like, “My funnel’s not ready yet, I can’t make money.” Just do it. Just launch it and make money and then fix it along the way and keep fixing it. Ready, fire, aim. CLickfunnels gives you that ability to change things and make them better and better. That’s what I do, and you should too.

Alright, before I pass out, because I’m kind of getting a little loopy. It was fun, Steven and I spent like 30 minutes, I think we were getting tired and I gave him my internet marketing history lesson according to Russell Brunson. I showed him all my old sites on the way back machine. My first product, my first three software products, it was fun. We filmed most of it so hopefully it will show up on Funnel Hacker TV. Who knows, but we’ll see.

While we were talking, it was funny he was talking about how in the past he’s had a lot of business partners and things and how some people basically, all the business partners he’s had, none of them ever became successful and he was the only one that came out the end that was. He and his wife were discussing why did that happen and why didn’t it. As he’s saying that, I remembered something. I told him, and obviously nowadays it’s different, people come to our events now it’s different because we’ve raised the prices and we’ve attracted real entrepreneurs and things like that. But first 5 or 6 years of my company we were selling to beginners. And we were breaking my cardinal rule, which is don’t sell to broke people. But we were and we had these events and people would come and not that they were all broke or anything, there were some amazing people that came through, but it was definitely a different audience, different crowd.

I was telling myself, I would walk into our events, we had smaller events, about 40or 50 people, and I would welcome everybody and have them introduce themselves and within 5 seconds of them introducing themselves I knew with 100% certainty and accuracy who was going to succeed and who wasn’t. It was crazy. I always felt guilty. After they introduce themselves should I tell them, “Hey there’s no way you could ever be successful in this business. You should leave.” Or should I let them go through.

Part of its like, some people buy because success. Some people buy because they want entertainment, the excitement. They like chasing the dream, the idea of the dream. So I feel like that’s sometimes as valuable, if not more valuable, than what you give them, if that makes sense. I can’t remember where I learned this from or where I heard it. It was really good, but the concept was basically that, it was from a TV show, someone shared it. But basically, a lot of people don’t want to take the leap and actually do the work. Doesn’t make sense because those of you who are producers, that’s what you thrive off, producing, doing and moving forward.

But a lot of people don’t want to take that leap. Because they have this dream, vision of what’s going to happen and if they do take a leap and it fails, then they lose their dream. So for me, I know that this life is short and for a lot of us, there’s a lot of things that I do that I spend money on that are never going to be real, but I enjoy it and it gets me dreaming, it lets me dream and to think about something. It gets me excited. So that’s part of it.

So I never told those people when they introduced themselves, “There’s no way you’ll be successful, you should leave.” Because again, I feel like there were other things. I don’t try to impress……sometimes for us, and everyone here listening is different. Some of you guys, success is the reason you do this. And that’s your value, that’s what you’re looking for and sometimes we try to force our values on other people. I have my mastermind group, my inner circle that you guys know about. People pay 25 grand a year and some people come because they want to learn and execute. Other people come because they want to hang out. And if I try to push them to execute, it bothers them and they leave. They say they want success, but they don’t really want success. They want the networking, people, friendship, connection with other people like them. And I totally respect that now. I used to struggle with that when I was first getting started. But people give you money for different reasons, and most of the time it’s not for why you think. So don’t push your own beliefs on them because it’ll screw things up.

So anyway, people would come in and I would know that. I asked Steven, “Do you know how I could tell? I’m curious if you could know.” So my question for you is that. How did I know, what is the tell-tell sign with 100% certainty and accuracy, I knew within a second if people were going to be successful or not, in this business? Not in life, they can be successful in other things, but in this business. I’m curious of what your thoughts are, so think about it for a second. Because I’m going to tell you what the answer is and I’m a little nervous to tell you because some of you guys are going to be like, “Crap, does that mean I’m not going to be successful.” And I don’t think that that means you’re not going to be successful, but it does if you don’t shift what you’re chasing and what you’re thinking about. Because everyone I know who has been successful, it’s been the opposite side.

So again, we would come in and after the first session I would be like, “Okay, here’s the three people that are going to be successful.” and everyone else in the room would be like, “Yeah, I don’t know how but I feel that too.” And I kind of identified. This was the difference. Those who never had success, when they introduced themselves, or when they talked about it or thought about it, or presented anything, they were in the business because they wanted to make money. Those are the people that failed. You listen to that, what, Russell we all want to make money. That’s why we got in this business right. That’s why we’re here. That’s why I’m studying you, Russell. You teach people how to make money, and I want some of that.

Do you guys remember Wedding Singer, one of my favorite movies of all time? When Drew Barrymore goes to marry or whatever, he’s all mad so he goes to the bank and he’s trying to get a loan or trying to get a job at the bank to make money so she’ll like him. And Norm McDonald, not Norm McDonald…what’s his name? He’s the banker, and he’s like, he asks him his qualifications and Adam Sandler’s like, “Well, I like money. I’d like some more of it. You’ve got some money.” And it’s just this funny thing. I totally slaughtered it, but it’s really funny. Go watch Wedding Singer.

It’s really late. Alright, so where did I leave off. The people that were not successful were the people that wanted to make money. The people that were successful are people that were passionate and excited about the marketing. That’s the key. Isn’t that weird? Those who are excited by the marketing are the ones who were successful. It was weird.

I remember hanging out with Daegan Smith one time and he told me when he shifted from not being successful to being successful was when he got excited and passionate about the marketing. He became obsessed with it. It’s interesting because the business owners that I like to work with, the entrepreneurs, are the entrepreneurs running the business. Why? Because they become passionate about the marketing of the thing. Whereas bigger businesses that think they’re in the business of selling the thing. Apple you are not in the business of selling iPhones. You are in the business of ….. Excuse me, you’re not in the iPhone business, you’re in the business of selling iPhones. That’s what Steve Jobs understood. That’s why he was a big deal. That’s why he gave key note speeches. That’s why all those things happened. Because he knew he was in the business of selling the thing. Not of the thing.

That’s what I’ve found. When people introduced themselves, “I’ve been studying Russel

Secret #11: Using Your Unique Abilities And Others To Get Crap Done Fast  

How I got more done today then most people will get done in the next three months, and I did it by leveraging this one simple concept.

On today’s episode Russell is hanging out in a tent in the office because his family is out of town. He talks about how he gets stuff done quickly. Here are some of the awesome things you will hear in this episode:

 Find out why Russell is sleeping on a cot, in a tent in his office instead of at his house.  Find out why it’s important to find people with unique abilities to help you complete tasks quickly.  And listen carefully and you may hear Russell read a newly finished script for the Etison Editor inside of Clickfunnels.

So listen below to find out how over the last 14 years Russell was able to build up a good enough team to get tasks completed in a day that might take another company an entire quarter to complete.

---Transcript---

Hey everyone, this is Russell. Welcome to Marketing Secrets. If you’re watching this on marketingsecrets.com, watching the video, I’m actually right now inside of a tent in the office. The reason why is because my wife and kids are out of town and I told everyone I was going to camp out at the office.  Everyone’s like, “Oh cool. Yeah.” But I was like, “I’m literally going to camp out at the office.” So I brought a tent in and I brought a cot that I almost broke and then Dave brought in a real cot and this is actually incredibly comfortable, so I’m probably going to sleep here tonight. People will show up in the morning and be like, you are so weird.

The reality is, my house right now is under construction and my entire kitchen is gutted, so I can’t even go to my house, I’m living in the pool house and it’s just like, I know it’s first world problems, but anyway. So now I want to talk to you about one thing before I crash because we got a lot of stuff done today. A lot. This is my to-do list and it’s crazy how many things we got done. And tomorrow is another big day as well. And two of my kids come home tomorrow, which I’m insanely excited for.

But what’s kind of cool, let me sit up a little bit, is people always ask me, “Russell how do you always get so much stuff done in the day?” And I really think it’s a couple of things. First off, I do to-do lists like this on pieces of paper with big old marker. Because something about markers, something about crossing things out that is so therapeutic. Because working today, it was like 2:35 or so in the afternoon and I had only crossed off two things so I was like, angry. So I called over my team and I’m like, “Okay, lets cross stuff out.” Everyone’s like, “How can I help? How can I help?” and I’m like, “Steven do this. Dave do this. Melanie do this.”

Everyone was kind of doing things to help us get stuff busted out. And then I’m looking at this and I’m like, what are the things I have to do? What are the, Dan Sullivan called them unique abilities? What are your unique abilities that you have to focus on? It’s funny because I was dinking around doing stuff that wasn’t necessarily my unique ability, I was doing stuff that was, I don’t know, just stuff. I was like okay, a lot of things I could get other people to do, but there are some things that I have to do. So I knew one of them was, we had this new, we’re going after Instagram so we’re starting this drop the mic show that’s going to be our Instagram play to kind of build up our audience there.

But I needed a cool intro video to pitch the concept and stuff like that. I had to write the script for that, so I did that. And I had to figure out a really cool way to demo this stuff on Instagram, on the computer, which was cool. So I went and recorded the voice over and Steven went and edited it and made it the coolest audio intro ever. So that was awesome.

And then we’re a couple of months away from doing our big re-launch of Clickfunnels, at about our 3 year mark. And I don’t know if you guys have seen our old explainer videos, but I needed to update these. So I had to re-write the copy for the first one and I wrote a new explainer video for the Etison editor, which is the web editor. It’s kind of fun, I’ve been like, how do you write an exciting explainer video for a website editor? It’s not, it wasn’t a funnel, just the editor alone.

I actually had somebody today message me on Facebook and ask me, “What’s the script you write for explainer videos?” and I’m like, “I don’t know what the script is. You just have to find the right hook.” So I was sitting there probably 30 minutes. What’s the hook? Why does somebody care about this? I was stuck at what’s the hook? What’s the hook? And then finally I got the hook and I was like, oh my gosh this is it. And then I started writing. As soon as I got the hook everything just started flowing. It was really, really cool. In fact, do you guys want to hear it? Would that be of value?

I’m going to jump off the cot, like I said I am literally camping in the office. So let me jump off the cot. I’m going to read you guys the script so you can see. So the hook that I came up with is I just remember back, what’s a good hook for the editor in Clickfunnels and things like that and I remember that somebody while I was at Joe Polish’s event, I remember we had to write these cards. Like what you do for a company and my card I wrote , we helped take the power back from the tech guys, because there was some InfusionSoft guys there and I wanted to talk about that.

So I remembered that and found the quote “Take the power back from the tech guys.” So I’m like, that’s the hook. Okay, now I know the hook. I was trying to remember a story that ties to that. So I’m like, okay, the hook is the tech guys having the control. So it’s almost like you’re handcuffed. So then I start typing and got into the flow state. So I’ll read this to you.

“Have you ever felt handcuffed as an entrepreneur? Tell me if this sounds like you. You’ve got an idea, it comes to you in the shower or when you’re trying to sleep or often times it’s in the middle of a boring conversation when someone is trying to talk to you about who knows what. When you’re trying to nod and act like you’re actually paying attention, what is really happening is you’re looking and searching for your next big idea. Then, boom, it hits you. You have the idea, you see the vision, you know what you need to do and you know how this thing will change the world.”

And then all the sudden it’ll zoom on the hands and they’ll be handcuffed and it’ll pan back and see a bunch of tech nerds sitting around in a room.

And it says, “And then they got you. You don’t know how to code, you don’t know how to design. You’re being held hostage by the tech nerds that you used to tease in school. Yet somehow things you think should be so simple, things that should only take a few minutes, somehow become hours and then days and then weeks. With each passing day the excitement for your big idea gets dimmer and dimmer and dimmer until one day it’s gone.”

And then we’ll show the idea in a graveyard, with an entrepreneur standing next to it having a funeral. “There’s money wasted, there’s time wasted with little or nothing to show for it.” They’re still handcuffed and the tech guys walk away with all the cash. “Then when all seems lost it hits you again. Yes! Another idea, another million dollar problem that you want to solve. But the problem is you know the pain that would go into getting the tech guys to actually build out what you know needs to be done. And this is where most entrepreneurial dreams die. Somewhere between the idea and your tech guys ability to create the pages you need to sell your big idea.”

Alright so that was this hook. It is that we’re handcuffed as entrepreneurs. So I start telling the story and thinking about that. That all just started flowing, it’s kind of cool. So I’m going to keep going.

“What happened to the good old days where the person who was excited to sell and able to sell, could just stand in front of people and actually sell? Well here I am telling you that those days are officially back. I want to introduce you to the Etison Editor inside of Clickfunnels to let you take the power back from the tech guys.” Then the guy will break the handcuffs and stand there like a free man.

“Yes, the Etison Editor was created so that entrepreneurs like you, who aren’t programmers, who don’t know how to design can easily build pages inside of a funnel that are proven to convert. Let me show you how it works. First pick the type of sales funnel that is scientifically pre-designed to sell your type of product, choose the style of page design that you like best. Click a button and the entire funnel is built in less than 10 seconds. Every page, every step, everything. You can change headlines and your images, add a video, countdown clocks and more. And if you really want to customize a page, we have dozens of amazing elements you can choose from. Just like a painter would pick a color from a pallet, and then drag and drop it onto the page. Move them around to your heart’s content and then send the funnel to go live. In less than 10 minutes you can create what would have taken those tech nerds weeks to do.”

I make fun of them over and over again. “And now the webpage inside your funnel sells as well as you do. Yes, the Etison Editor inside of Clickfunnels lets you take the power back from your tech guys. No longer be handcuffed and held hostage by tech people. You can take control of your marketing and start making sales today. With Clickfunnels we believe that that’s how it should be. So try the Etison Editor today and be free from your tech guys forever.”

So that was the script. That was something I had to write. I’m the one who’s in that pain, who had gone through that experience over and over again. I had to do that, I can’t be focusing on these

Secret #10: Conversation Domination And The Dream 100  

People who read blogs… read blogs, people who watch videos… watch videos, etc…

On today’s episode Russell talks about figuring out a new formula for conversation domination on every platform. He also mentions the cool new way he’s doing coaching. Here are some of the awesome things you will hear in this episode:

Find out what cool new way Russell is doing coaching with his Inner Circle members. Hear what Russell just realized while trying to build his Dream 100 list by looking at his email list and Facebook list side by side. And see what the simple solution is to dominating the conversation in every platform.

So listen below to find out why its important to realize that podcast listeners listen to podcasts.

---Transcript---

Hey this is Russell, welcome to Marketing Secrets. Today’s show is about conversation domination.

Hey everyone this is Russell and I hope you guys are doing awesome today. I have a really cool thing I wanted to share with you guys, and if I’m being completely honest, I am completely fried right now. It’s Friday, my wife just left out of town with three of my kids and left me with two. So she was up packing until 3 in the morning, I fell asleep at 1 and at 3 she left, so I woke up to say goodbye to them and the kids. And then at the same time my little 2 year old, Norah woke up and so I brought her down in bed with me, but she went crazy for the next two hours. Screaming, jumping, and kicking. She knew mom wasn’t around, anyway it got kind of hard.

Finally at about 5 or 5:30 I put her back to bed and then I came down and fell asleep for 2 hours and woke up and so it was like a 2 or 3 hour night. Then I raced to the office because we had funnel Friday today, but luckily Jim forgot. I was like thank heavens, because it gave me a chance to get stuff done. Then I had what we call Decade in a Day. So those who are in my inner circle, we do this cool thing called Decade in a Day, which is a coaching program part. When the first come into the program they get to be part of Decade in a Day and then every time they renew they get Decade in a Day.

What it is, is me taking a decade of my experience and jamming it into one day for them. The way it works, we actually changed it, in the past we used to do it different but I figured out a new format and today was the first day and it’s so cool. If any of you guys are doing coaching programs, this is the way to do it. So we have 100 people in the inner circle at any given time. So what we did is we went and took each of their, basically each person got thirty minutes and instead of me just coaching them one on one, when they get the value and that’s kind of it. What it is we coach them and I use Zoom, which is a new webinar platform that is becoming the coolest thing ever. And then we Zoomed each person in the inner circle Facebook group.

So I had person number one, brought them on, to ask questions, then I click record and stream to Facebook and then it streamed the presentation. So for thirty minutes, I had them introduce themselves really quick. And then we talked about business and I coached them for thirty minutes. And while it’s happening its streaming live to the other 99 inner circle members. And everyone in there is giving feedback and dropping recourses and all these amazing things are happening in there. And the call ended, and I ended it and zoom lets you just end Facebook live. I started the next one and pulled the next person in and go. Boom.  We do that for thirty minutes. And then it ends.

So everyone watches the new one starts and then it’s archived in the inner circle members area, that person’s story for thirty minutes with me coaching them. Everyone else starts dropping feedback and comments. We did that, I think 8 times today. So it was kind of crazy. But it was amazing because it was me coaching and then also 99 other fellow inner circle members all coaching as well, dropping resources, links, ideas, resources. It was amazing. So I’m really excited about the new addition to the inner circle, which is awesome.

And Steven who is behind me over here, he just got done with the Two Comma Club coaching, which is the tier before the inner circle, the Two Comma Club coaching and he spent 4 hours doing Q and A today. It’s insane, people. I’ve been doing this now for a long time and our coaching programs have become second to none. It’s exciting.

Steven: It’s a lot of fun. Changing the world, you know. It’s a cool feeling seeing people’s lives like, “I got it.” And then they go out and do it and get results and it’s just fun.

Russell: So fun. So that’s what we’ve been doing today. I[‘m about to take my kids to Studio C, which is really, really fun. Studio C is, if you haven’t, go to YouTube and search Studio C and you’ll see who they are, it’s amazing. Anyway, we’re taking Aiden, who is one of two kids left at home with me tonight to that. So we’re heading out here in a few minutes. But I was just having a conversation with some of the marketing team here and I wanted to share some of it as Iw as thinking about it Because I thought it was really interesting.

So the conversation we had comes back to there was a guy named Howie Schwartz when I first got started who was big online. He had a course called Conversation Domination and it was about getting in Google and as soon as you typed your name into Google all 10 spots would be you, you would dominate the conversation. Anyway, I don’t know what, I haven’t heard from Howie for forever, I don’t know what he’s up to nowadays.

Anyway, the concept of conversation domination I thought was awesome. You type in your key word and you’re all 10 spots and all the paid ads are all you. You dominate the conversation, you’re the only person there. So as I’ve been doing this whole new social media thing, which you guys are watching me do, and hopefully learning and following and modeling and funnel hacking. That’s my thoughts, conversation domination. I want when you open up any platform, that I’m dominating the conversation. I’m in your podcast feed. I’m in your YouTube feed. I’m in your blog RSS feed. I want to dominate the conversation on every single platform so everywhere you look, I am the only alternative. I think it’s important.

But what’s interesting, this is the, I think I know now why. I will always wonder why nobody else is doing this, outside of Gary Vaynerchuk in our market. In my entrepreneurial business market, there’s people probably in other markets, but in ours the only person is Gary V. I think I finally realized why. Because my business is built off email. So we built a big email list. We’ve had over a million entrepreneurs that have been on that list. Active, probably have a million or so. But what’s interesting is, I assumed okay I’m going to launch in Instagram. I’ll send an email and all the sudden I’ll have a million people on Instagram. Then I’ll go to my blog and push there and I’ll have a million people there.

But the reality of what I’ve found is that’s not true. Think about this for yourself. How do you like to consume content? What’s your platform? Because everyone’s got one or two that’s their favorites. Do you like reading blogs? Maybe you’re a blog reader. Or do you like listening to podcast? You’re a podcast person. Or do you like watching video, do you go to YouTube? Or do you check your email? DO you go to Instagram, Facebook? What’s your platform of choice?

And I thought that everyone was on every platform but that’s not the case. There’s a small percentage that are, but if we take our Facebook list and we run next to our email list, and look at those side by side, our Facebook and email list, the crossover in the middle is shockingly small. I assumed they were the same people, but they’re not. It’s just fascinating. When you understand that, a big shift that we’re having, I thought we’ll try Facebook ads to build Instagram, and that kind of works, but not really.

Because Facebook people are on Facebook because they like Facebook. Instagram people are on Instagram. So the more I started thinking about this, the conversation we just had with our team, we’re like, we have to realize that people that read blogs like to read blogs. People who listen to podcasts like to listen to podcasts. Does that make sense. People that watch YouTube videos like watching YouTube videos. People that are Instagram, are on Instagram. That seems stupid right?

Think about that. So what we’re talking about, and I’ve been talking a lot with you guys. Maybe not with you guys, but internally with our team, about the Dream 100. The Dream 100 for us has always been email focused, up until this point. Finding all the people on the list and Dream 100 the crap out of them and get them to promote our products and services. It’s worked, we’ve built a huge company off the back of that. Recently I did an episode a few weeks ago talking about how are you using Dream 100 for SEO? And by the way, we are executing it and it’s working awesome. So listen to that episode and do it.

But think about this, if I want people to read my blog I don’t need to go and become really good at Facebook ads to get people to read my blog. You can, there’s crossover, but what’s better, whoever are the people who read blogs, read blogs. So if I want to launch my blog and make it successful, who are the other people that have successful blogs that my people are already reading. My dream clients are already reading. Because people who read blogs, read blogs.

So I needed to find those people and Dream 100 them, and pay them or partner with them or whatever to get them to write a blog article about me because blog people like to read blogs. So if I’m reading a blog and I read a blog about someone and I go over to their blog, someone’s blog needs to promote my blog. Someone’s podcast nee

Secret #9: Entrepreneurial Scars  

Why these things can and should move you forward as opposed to pulling you backwards.

On this episode Russell talks about having entrepreneurial scars and why you should embrace them rather than be embarrassed of them. Here are some of the insightful things to listen for in today’s episode:

Why it’s okay for entrepreneurs to fail and how to embrace your failures. Why taking risks and failing can be important for the future success of your business. And why Russell thinks bankruptcy was not only a gift from our founding fathers, but also a gift from God.

So listen below to find out why it’s okay to fail, as long as you are able to learn from your mistakes.

---Transcript---

Hey everyone, this is Russell Brunson. Welcome to Marketing Secrets. Today’s episode is called entrepreneurial scars.

Hey everyone, so I wanted to, honestly, this podcast I just wanted to hang out with you guys and talk because it’s been interesting. I’ve been working with so many entrepreneurs and recently just as I’ve been working with some people and watching people who had insane amounts of success at one time and then who had something happen. A failure, a bankruptcy, whatever, just fill in the blank. The second time around, a lot of times, they really, really struggle.

I start looking and I’m like, why are they struggling? They had this huge success and it’s almost like they have fear and embarrassment like, “I failed in the past.” As I kept talking about this with some of the guys on our team it was like, it’s almost like they have entrepreneurial scars. It’s interesting, us as a person who went through the process, a failure, a lot of times there’s ups and the downs it hard. We have scars, emotional scars, but I think sometimes we feel like those scars are on our faces and other people can see them.

What’s interesting is that people don’t. Those are just things that are inside of yourself. But because they’re there and you feel like they’re there and other people can see it, it keeps you from having success the next time. Because there’s so much fear around these scars, these things. And as I was talking about this, this morning, I shared a story and this will hopefully kind of tie these things together a little bit better for you. I’m not going to name names or anything.

But there was a guy I know and he was a successful politician. At the top of his game, doing everything amazing and people loved him. And when you saw him in that spot, and it’s not like national politics, I don’t know anybody in national politics. I don’t follow politics at all. But it was a local person. And you saw him on the news and all this other stuff and he was dynamic, charismatic and everything was awesome. And then he got caught up in this political scandal or whatever and it’s funny because, again, I don’t follow politics, and I don’t care that much. But I was aware of the things that happened, and he’s no longer in there and there was someone else.

Then fast forward 3 or 4 years later, I met him. What’s funny, it was in a different situation, and he wanted to talk about business stuff. And I was really excited because I was like, “I know who this person is. How cool. I want to meet him and talk to him.” And as I talked to him, it was funny, not funny I shouldn’t say that, it was interesting to see the scars that he’d gotten from this thing were so deep, he was struggling to progress in other parts of his life. Business and all these other things because of the scars he got from this thing that didn’t work out right.

You look at the thing, it wasn’t good, but 3 years later, I’m almost surprised that I knew about it, but I did. But he was carrying those scars in his conversations with you. If he would have come in the way that I’d seen him before, confident and all sorts of things, I probably would have done the business deal with him, but because he had these scars and just the way he approached me, he didn’t have the certainty or all these things. They were gone and I could feel it. And that uncertainty kept me from doing the deal with him.

And I remember thinking after I finished, I could tell he was still carrying around the fear and embarrassment and shame of that thing. I don’t care about that thing. I couldn’t care less. Move on with your life and come back. That person I saw on TV, if you would have approached me that way, I would have done this deal.

The same thing is true with entrepreneurs, there’s someone I know who is super successful, knew how to funnel, blew up and made a ton of money and then it went away and now they’re kind of struggling. And what’s interesting is I know that back story because I know the person and things like that. Even with that, I look at the person like, this person is a rock star. They’re awesome. They’re amazing. But as I see them interact with other people, I see these scars that this person has are keeping them from taking over the next thing.

And it’s funny because I don’t think 99,9% of every single person in the world has any idea, their little scars are there for this person, but because he knows that they’re there, because he knows he failed. He knows that things disappear and didn’t work out the way he wanted. He has this fear and has these approaching the next situations, he’s struggling because of that. Because of these scars.

And I think it’s interesting that these entrepreneurial scars that we have, first off they’re invisible. Nobody sees them.  Some people may be aware of them, but nobody sees them except for you. So because you are so aware of these things, it keeps you from having the confidence and success you need to move forward.

It’s funny, I was talking to an entrepreneur who was about to go through bankruptcy and they were freaking out and so scared. And I kind of asked them why and they didn’t say, “Because I don’t want those scars.” But what they said afterwards was, If I get out of bankruptcy, what’s my wife going to think and my in-laws and family?” all these things and I was like, “You have to understand, bankruptcy, think about this, failure for entrepreneurs, the founding fathers of this country gave us bankruptcy as a gift, so that entrepreneurs like us would risk and try and move forward and roll the dice and hope for something. And if it wasn’t for that gift, and you may think it’s a gift for the founding fathers, but I think it’s a gift from god. But if it wasn’t for that thing, America wouldn’t have succeeded as a nation. Everything that’s amazing wouldn’t have happened if entrepreneurs didn’t have that risk.

If it was like, if you go bankrupt you go to jail until you pay off all your debts. Not a lot of people would have taken the risk, I don’t know if I would have taken the risks. But because the worst case scenario is bankruptcy, you clear off your balance sheets and start over. That’s the worst case scenario and that’s the greatest gift we have.

So if we hit that and we go through it and all the sudden we have these scars, I went through bankruptcy and have all this fear. Then you go through the next thing, it’s like, no, that shouldn’t be a negative thing. That means you tried, you attempted. Even after you attempted and had success and it went away, you had success.

I remember I was doing a deal with this guy who was super successful. In fact, he did these consulting things where it was 500 grand a day with a minimum of ten sessions, so it’s like half a million bucks to get this guy to work with you. And I had a chance to hang out with him and I was talking to him and talking strategy and he was asking about my story. I tell him my story and I’m pretty open with things now. I have realized that my scars are what actually draws people to me. That’s why at Funnel Hacking Live I spend an hour and a half on stage talking about all my failures, it draws people toward me, which is kind of making the point at the end of this podcast.

But I’ve had my share of ups and downs. And as I told him the whole thing he’s like, “Oh good.” And I’m like, “What do you mean, good?’. And he’s like, “you cycled.” I’m like, “what do you mean cycled?” And he’s like, “Entrepreneurs who haven’t cycled at least once, I refuse to work with them.” I’m like, “What does that mean?” “Cycled means you build something up and then you crash. If you haven’t cycled yet, then guess what? You’re still drinking your own kool-aid. You still believe that you are the most amazing human being on Earth. You don’t realize until after you cycled, that it’s not just you. You aren’t the greatest thing to walk this planet. There’s market conditions, there’s people, opportunities, luck and all these amazing things that happen that make you possible. That make you as an entrepreneur successful.”

And as he said that, first off I was like, that feels better. Cycling sounds way better than failure, than bankruptcy. But I thought it was interesting that he wouldn’t work with entrepreneur unless they’d cycled once. And I was like, Man, how many people go out there and do their big risk and have some success which gives you all t his pride and confidence and stuff. And then you lose it and because of that failure you never try again. Or you try it but halfway because you feel like you  have these scars and you feel like other people are judging you or you are judging yourself for all these kind of things. Where the reality is that we don’t se those things.

Nobody knows about the failures until you tell them about it. But if they do know about it, it doesn’t really matter. In fact, as I found as I share my scars, it’s draws people closer, like I mentioned earlier. I think the reason people will do business with me a lot of times is because I’m vulnerable, I share those things.

So for you guys, I wanted to talk about it today because first off, it’s okay to have those scars, but

Secret #8: A Little Known Marketing Secret I Learned From Seinfeld... (And It Has Nothing To Do With Email)  

Who was J. Peterman and why should you care?

On this episode Russell talks about taking inspiration for writing good copy from the J. Peterman catalog (of Seinfeld fame). Here are some of the fascinating things you will hear in this episode:

Learn something new about Seinfeld, like that the J. Peterman catalog was actually a real catalog that really had great copy. Hear a couple of excerpts from the catalog that are amazing and see for yourself why it's so awesome. And find out how Russell made a book about copywriting seem sexy.

So listen below to learn something new about Seinfeld that you can tell all your friends the next time you watch the show, while also being inspired by the amazing copy contained in the real catalog.

---Transcript---

What’s up everybody, this is Russell. I just wanted to jump on real quick, spur of the moment. Because I wanted to share something with you that is important. It has to do with the show Seinfeld, but I knew as soon as I said Seinfeld some of you would be like, “I read your book, Russell. It’s the Seinfeld email sequences.” But it’s not, I got something completely different that you guys probably didn’t even know about yet.

I don’t know about a lot of you guys, a lot of you guys are into marketing now and you’re loving it because we’re talking about it and making it exciting and sexy, but I want you to understand. Marketing has been the old timers, most of them are dead now, they’re no longer alive. The legends, this is where the coolest stuff comes from. So people ask me what I do for fun. I spent $4000 buying these right here. These are a whole bunch of swipe files of ads from dead people, because they’re so amazing.

Anywhere, where do I get weird stuff like this? Someone’s already asking. I get stuff like this on eBay. I just recently got a purchase that showed up today that I wanted to show you guys. It’s marketing, for someone like me, it’s the greatest marketing thing on planet Earth. Here’s a snapshot of what it is. That’s all you get.

Based on that, who can tell me what this is? It has to do with Seinfeld, it’s a pop quiz. I want to know your answer down below. Anyone who gets the answer to this quiz, I will have so much respect for you as a marketing person. There’s something that has to do with this and Seinfeld. Anyone who knows what it is, post it down below. I want to see if any of you guys know. There’s hints, it’s an old catalog from 1994. What does that have to do with Jerry Seinfeld and Elaine, and the crew? Any one of you guys know.

I’ll give you guys another hint. I’ll give you the title of the top. It’s going to be backwards on Facebook live, but this is one of the official J. Peterman catalogs from 1994. Anyone getting close to knowing what I’m talking about. Okay. Alright, Kramer’s roommate?

Okay, for those that don’t know, I’m going to explain what’s happening. Most of you guys, hopefully everybody has watched the show Seinfeld. Do you guys remember that Elaine got a job at the J. Peterman Catalog. Do you remember J. Peterman was this eccentric person and he’d go on vacations and go buy hats and then he’d write all this amazing copy in these catalogs and Elaine became one of the copywriters and had all these people and it became this huge spoof on multiple different seasons. What most of you guys probably don’t know is that the J. Peterman catalog is a real thing. It was a real thing and any old school direct response copywriters know and you study stuff like this.

The other day I was doing an interview, a podcast interview with some Ecom sellers and they’re asking, “How does this funnel stuff work for ecommerce people?” I was like, “You guys! Do you not know who J. Peterman is?” and they’re like, “That guy from Seinfeld?” and I’m like, “No! Are you serious?” You need to understand your roots, where did you come from? You are marketing and selling and you need to understand your roots. Understanding these roots, there’s so much gold just waiting there for you to take it.”

So anyone selling ecommerce or anyone selling anything. You need to understand who  J. Peterman was. J. Peterman was a visionary, a genius, an amazing copywriter who built a huge company based on these catalogs. I went to eBay and searched for J. Peterman catalogs after that interview because I wanted to get some to show all you guys the foundation and history where this whole thing is coming from. And if you have a ecommerce site, this is a hint.

So here’s 4 J. Peterman catalogs, I got Dave and Steven here geeking out on them.

Dave: Geeking out big time, awesome stories.

Russell: So he doesn’t just say, give us an example of one real quick. Hold on. “Here is a blue shirt to sell” or “Here is …..” This is the best one? Do you want to read it in your marketing voice? This is, what is it? Slinky cord….a lot of you guys will have this on your ecom story, ecom funnel, “it’s ugly green pants and a white shirt.” So listen to the copy. On every single page in the Peterman catalog, just see why this company grew so big and what you guys should be doing to the copy on your ecom and Amazon lists and all sorts of stuff. So ready to read our order?

Dave: Absolutely. “A bedouin horseman chased you half way across the desert. (A beautiful woman on a camel in the desert alone is too ripe a target to dismiss.)

Your heart leaps in your throat again and again, an exquisite torment the Arabs, katu’l-kalb, or “heart cutting.”

Delirious, half dead you reach the emir’s palace. A Galla slave rears his horse in your path….you notice he is speaking in Peter O’Toole’s voice. Just then you awaken in the Royal Suite of the Lanesborough in London, “Lawrence of Arabia” blaring from the television set.

You rush back to sleep, Slinky Silk Cord Tank Top. And Slinky Silk Cord Pants. Not harem pants, but close. 100% flowing, loose silk. More romantic, more interesting than you remembered.”

Russell: Now that is how you sell something. That’s called good copy. You don’t put like brown, orange or yellow, add to cart. You sell your stuff. Every page of this catalog, they’re selling…they don’t even have pictures. It’s like painting of the pictures because this is pre-pictures, apparently. But every single one has amazing cpy to sell it. It would behoove most of you to go to eBay, I don’t know how many are still available, or even Google it. I’m sure you can find it online as well. But search for the J. Peterman catalog, the original ones. These one’s I bought here on eBay are from 1994. The older the better because stuff like this gets better with time.

Steven: The whole thing is a story in one line of description. Look at this.

Russell: So this is….Steven’s going to order this one. This is the Famous Miss Blue. The famous Miss Blue Hat. So if this was on the Shopify site, this would be one button, add to cart and this would be all they would get.

Steven: Yeah, basically. And a picture of it.

Russell: So what would J. Peterman do?

Steven: J. Peterman would say something like this, “You know who I mean. It could have been you. One day you arrived by train, but from where? Nobody knew.

You carved a plantation out of 1,000 acres of dry land which the smart money called worthless.

You diverted a stream and proved them wrong. You wore a big Panama hat, big like a man’s. but you didn’t look like a man. Sometimes you wore it held on with a chin strap, sometimes you wore it down your back.

You became rich, I guess. Anyway, you had a piano, I heard it. I saw you and those……” Anyway, it’s really cool. And at the end it goes, “I remember all that.” And it all kind of rhymes as you go through it. And it’s literally one line…”Made in Ecuador. Leather chin strap. Approx. 4-inch brim. Memorable. $40”

What? I want this hat now. It’s for a woman.

Russell: Alright so, what the lesson and moral for today that I want you to understand, is that copy is the king. It’s the key to everything. I told this on the Marketing Secrets podcast, a lot of you may not have heard this. But copywriting is not sexy, it’s not exciting. So when I wanted to teach copy…..in fact, if I call it copywriting guess what all of us do? We all fall asleep, our eyes glaze over. But if you read the expert secrets book, guess what that book is? It’s my contribution to copywriting. Teaching you how to tell stories, how to do it the right way. How to do epiphany bridges, how to tell kind of like bridges, how to position the offer. All those kind of things. It’s copy, it’s copywriting.

So that is the study that you guys gotta understand. Understand, wherever you’re coming at, some of you guys have been doing this business for years. 6 months, 5 years, 10 years. But there is people that have gone before us that have mastered this stuff. So the reason why I do good today is because I study the old timers. The old timers are the key, you guys. There’s so much of this stuff. If you have an ecommerce site and you want to do well, master J. Peterman. Buy his catalogs, read the copy, understand that.

If you want to understand how to do newletters, go read Gary Halvert letter. Go read, you know go back to the foundation where this stuff all began because that’s the key.

So anyway, there you go you guys. There’s our sneak attack episode of the J. Peterman catalog. If you liked this please share as much as you can. I’d like for more people to hear about it. But now you guys are all in on the secret. So understand that you guys. Copy is the key,it’s the secret. Next time you watch Seinfeld working at the J. Peterman catalog, now you’ll know the joke behind the joke. What she’s talking about and why it’s cool. All sorts of stuff like that.

So that’s all I got you guys. And if for some reason you’ve been living under a rock and you don’t have the Expert Se

Secret #7: Cool Stuff We Learned During Our "7 Day Launch"  

Here is a recap of a 7 day internal launch that made over a million dollars and what we learned along the way.

On today's episode Russell gives the details of the 7 day launch strategy and what worked and what didn't. Here are some insightful things you will here on this episode:

A step by step guide to what Russell did for each of the 7 days in the launch. What mistakes were made and how Russell and his team were able to make tweaks on the fly to make it better. And what Russell learned from the experience and how it can help others with their own businesses.

So listen below to get a cool step by step guide into the 7 day launch.

---Transcript---

What’s up everybody, this is Russell Brunson. Welcome to Marketing Secrets podcast. Today we’re going to be talking about the 7 day launch.

Hey everyone, this is Russell and welcome back to Marketing Secrets podcast. So today I’m going to be talking to you guys about this launch right here and the reason why, is my inner circle members keep asking me, “Hey Russell, can you please show us what happened behind the scenes of the 7 day launch?” They want the stats, numbers and details. So I thought I’m going to kill two birds with one stone. Because I wanted to talk about this on the podcast anyway. So this is for the inner circle members and for those of you who listen to the podcast, I hope you love it.

I’m not going to go deep into the numbers, I will just tell you that this launch in 7 days did over a million dollars in coaching sales, which is exciting, so it worked. I initially learned about this concept from one of my friends, Brendon Burchard. If you watch Funnel Hacker TV, the behind the scenes show, you will see some of the behind the scenes of us kind of going through this. He was in Las Vegas and I flew out there and there’s a whole episode on funnelhacker.tv where you’ll see me flying to Vegas, hanging out with Brendon and getting ideas on how he did this.

So I’m not going to go too deep into all the strategies, just because I know he is launching a course later on this year. I’m going to buy it, you should all buy it, we should all buy it, it’s going to be amazing. Going deep into the deep in the details and giving the swipe files and stuff like that, but if you were watching you probably saw it, first off. Second off, you probably got the swipe files just by getting my emails and stuff. So you’ve got some feedback, if you’ve been funnel hacking and watching, you’ve had a chance to see it.

Basically the way it worked is we did the book launch for the first 30 days, which built up a lot of pressure and excitement and we made a lot of book sales and upsells and everything else. At the end of it I wanted to do something cool. I wanted to figure out how, those who wanted to go deeper, how do I offer a coaching program that’s not me being, I didn’t want to feel like I was selling again because it’s just…..You know how it is, after a while people don’t want to keep being sold. I’d say it’s not like I wanted to sell a coaching program, to help people want to go to the next level with it, which is exciting. But then second off, I wanted to give and serve.

So when Brendon gave me this idea I loved it. So basically how 7 day launch works is, and those who saw it, basically what happened is Monday I started promoting it, Tuesday I did this long training. So if you’re watching the video you can see day 1 I basically did an episode from 11 until noon-ish, I can’t remember exactly how it all went. And module one was you becoming an expert.

What’s interesting is the book promo is all about Expert Secrets, but there was stuff like as soon as you read the book there’s this weird finality where it’s written and done and you can’t edit it or touch it again. And there were things as we’re selling it that I was like, “Oh…” during my interviews all these things kept coming up. There was stuff I wished I could share and there was pieces I wanted to just do.

So what’s cool, is giving the ability, because I don’t have to re-teach the book, because people have the book, but here’s a master class of what’s next. If you read the book and you’re like, “What’s the next piece? What is it?” So this one here I went really deep with you becoming an expert and finding your voice and it was just training and it was awesome.

So what we did is we emailed, so on Expertsecretsmasterclass.com, by the time there was a video, they embedded the live video from YouTube, people could watch and promote that through email. But then we also setup Facebook Live, I think there’s just those two platforms. So when we started this and clicked record, I came on and said, “Hey guys, we’re recording a course, it’s going to be awesome. I’m going to jump up here and start recording, be back in a minute.” Then we clicked go and it was like life. So I taught this entire thing, training. It was awesome.

Then during the breaks we had testimonial videos streaming of our coaching program of the FHAT event, The Funnel Hack A Thon event so people could keep seeing success stories. I took a break so I could go to the bathroom and reset. We came back and taught number two, which is creating an irresistible offer. And that was it for day. I think I was up there for 3 hours, it was awesome. When all was said and done, I think we  had 20 or 30 thousand people watch it between YouTube and Facebook. Gave tons of good will and it was really, really cool.

A lot of people who, they’ve been stuck on these two pieces, I had a chance to go deeper on that and give them everything. So that was day number one. And then this is where it replayed for 24 hours and then it disappeared. People had the chance to watch it for 24 hours, and some did, and then it disappeared.

Then day two started. Day two I wanted to do the big domino, it went really deep to help people understand that. Then we had a break again, and then what I did at the latest session, actually did a webinar. Now, it’s a little different from Brendon, when he did his, basically at the end of day two is when he pushed people to a video sales letter, which sold a product. Me, I just did a webinar. One of the big things that was kind of interesting. When we created this offer, part of this training is really cool and desirable. A lot of people aren’t going to be able to watch it live, and you pull it down and you stage, because people actually want the content and the training.

At the end of this I’m not selling this as a course because it’d be hard to sell because people are like, “I missed part of it, I should have watched it!” and all these kind of things. So instead it’s like, if you join the coaching program you get all this course for free, and notice I didn’t say the recordings of this product. Because recordings seem really cheap. Getting this course, the Expert Secrets Master Class, the perceived value is way higher, it’s the course not the recordings.

If you watch the videos back I tried to say that, I think a couple of times I messed up and said recordings. I was trying to get it perfect. So that was here, and then what’s cool is that happened and sales started coming in for the coaching program. Because there was a webinar and they got to watch me do the webinar but then I was actually selling the coaching program on the webinar.

Now what’s happening, as soon as it was done, it’s funny because it’s the first time I’d ever done this webinar. We created it the night before, it was perfect webinar, hacked style. So it was one headline, three secrets, a board with things. I pitched two offers, which is usually a wrong thing to do and it was in this case too. We had 2,000 or 15,000, it was just complicated when you get to the stack. So sales did okay, but I was kind of honestly, when the camera shut off, I was sitting there kind of depressed. Dang, that did not feel right. They didn’t convert right. Some people bought but it wasn’t right. I was just like, dangit.

I was frustrated and that night I was kind of stressing out about it and realizing that. So then we made some tweaks and changes. And the cool thing is day three, I came back and broke down the campaign and showed them and went through the webinar again. And what’s cool about the second webinar, or the second training is because I was going through what I did and what worked and what didn’t work. I knew what hadn’t worked the first time. So I had this really cool opportunity to weave in different close, different stack, different things, to close the deal from the day before.

I’m going to talk about why this is so key here. Because I think I figured out something amazing. But after that section, sales started coming in like crazy. The second webinar where I broke down what I did here, but then use that, and hopefully you guys watched that, if not you missed it. But I was weaving in all these closes throughout it, it was kind of a cool thing. But I was just breaking down what we were actually doing.

Then we had a break and at the end I did a virtual book tour, which is kind of a bonus training of how we got traffic and then that was it. When that one ended, sales were coming in better than the day before. I was able to fix some of the things I had done wrong back here, which was good. But there was something wrong with the, there was something….it still wasn’t quite big so I was sitting there and I was kind of… I don’t know about you guys, but when you nail it I have all this energy afterwards. When I don’t I just feel this lack of energy. When we got done afterwards I was like, it was good but I still felt this lack of energy.

I felt this weirdness around this pricing strategy and if you look at pricing it was $2000 to do the online version, or $15000 to do the online plus c

Secret #6: How To Do SEO The Right Way By Using The Dream 100  

The dream 100 isn’t just for JV partners… it’s the key to ALL traffic.

On this episode of Marketing Secrets Russell talks about immersing himself in SEO stuff over the weekend and how that has got him thinking about getting creative about getting traffic. Here are some of the cool things he mentions in this episode:

How you can use Dream 100 strategies with people who write magazine articles to get more traffic. How you can find out who is dominating each platform (i.e YouTube, Instagram) and use them to build your Dream 100. And find out why Russell is looking at strategies he used 10 years ago to help gain traffic.

So listen below to hear how to do SEO the right way using the Dream 100.

---Transcript---

What’s up everybody, this is Russell Brunson. Welcome to Marketing Secrets. I’m here in my house today about to head out to my son’s kindergarten graduation which is pretty excited. It was cute, we were talking about it last night and he was like, “What’s graduation mean?” so we had to kind of explain that.

But I’m super excited. We’re heading out and so many cool things, but the one downside to doing a podcast where it’s also a video, so those who are listening on iTunes, you go to marketingsecrets.com there’s also a video version of these. I used to do them on my phone all the time, which is a lot easier and I could do it more often. So I had a bunch of things on my mind that I wanted to share with you guys, that I have had a chance to til right now. So I had a few minutes and wanted to kind of just hang out with all my marketing secrets people.

So a couple things, one is if you listened to last week’s episode, or the last episode I did, it talked about faith. You have to have faith first in a mentor, business, products, all those kind of things. Because otherwise everyone would do it, it takes away all the joy and excitement and the fun and all those things disappear. There’s a book, a lot of my Mormon friends know. It’s called Faith Proceeds a Miracle. Without getting into the content of the book, just the title was right. Think about that. Faith proceeds a miracle, you want a miracle, launch a business, change the world, whatever. It starts with faith. Faith in yourself, the process, in it all. I’ll leave that there.

So today what I want to talk about, if you listened to me talk recently I’ve been talking about how transitions going from zero to a million dollars a year, a million to ten, and ten to a hundred and it’s interesting, the different mindset tweaks and the creativity switch. To go from zero to a million is all about figuring out your what and how. What is it you’re selling and how are you going to sell it. Once you figure that out it’s easy to get to a million bucks.

Then a million to ten is all about figuring out acquisition funnels to get people in, ascension funnels to ascend people up and monetization funnels, and that’s the next phase in the process. The third phase is traffic, like how to convert cold traffic and more traffic, things like that. And our job as entrepreneurs is to shift our creativity from figuring out the what and how, as soon as you figure that out it’s transitioning our creativity to the front end and back in ascension funnels. After you figure that out and get those in place, it’s transitioning to our creativity in traffic and lead generation.

So what’s cool is that in our company, the first two phases are done, and it’s fun because the Two Comma Club coaching, which we launched a couple of months ago, is all about focus and getting people from zero to a million, the what and the how. And then the inner circle is about the second phase, which is going from 7 to 8 figures, which is all about figuring out the acquisition, ascension and monetization funnels.

And the next phase is where my next group of people, I’m thinking about opening another group, called the inner, inner circle. I don’t know what it is. It will be really, really, obviously a lot more expensive, but the goal of that one is going to be traffic, and creativity in traffic, because that’s what we’re doing right now, it’s my focus. Thinking about this. All weekend long, I started geeking out on SEO again, which I swore I would never do, I hated SEO. But as I started thinking about this, SEO, I’ve had times in our company where we were ranked number one for work at home, and internet marketing, internet marketing strategy and all these other cool key words.

But we did it the gray hat way, shades of gray…I don’t know. There’s black hat stuff that we didn’t really do, there’s gray hat that we definitely did, and then there’s white hat that’s too annoying and takes too long. But this weekend I started re geeking out on it and thinking about it. And looking at the white hat strategies, I always hate them because they seem so slow and organic, like SEO is supposed to be. But then I realized that it doesn’t have to be slow and organic, it just has to, you get the right things to the right people.

And it’s funny because I was geeking out and studying and learning and all this stuff, and I had this weird impression that I was just, the way to rank in SEO, it’s the same principle. We talk about this inside the Fill Your Funnel Course, I talk about it in Expert Secrets. I talk about it over and over again, it’s the concept of the Dream 100. The Dream 100 is key. Chet Holmes, who I learned it for, used that to sell advertizing in magazines. And also he used it to get his screen play written and published by Hollywood.

I’ve used it to generate affiliates. But the Dream 100 is also the key to SEO ranking, it’s also the key to Instagram influencers and it’s the key to YouTube, all these traffic strategies in Dream 100 are the key. Some of you guys are like, “Russell, no it’s not. It’s all about whatever….back linking, keywords.” But think about it. We hired Neil Patel to come do a training with us. We paid him $20 grand to come hang out for the day and kind of just look at our stuff and give us feedback on the SEO side. He said basically, “Blog every single day, you need to get links from the best sites, like Forbes and Ink and things like that.”

And the data service was $20-30 grand a month, but they get you some links from these high quality sites. And at first it was magic to me. I don’t know how to get a link from Forbes, that doesn’t make sense. Then we started working with Andrew O’Brien, who does our PR stuff, and that’s what he was doing. Getting links from all these sites. We’ve been written in Forbes a couple times now, and Entrepreneur and Ink and we’re getting these links back and we’re seeing rankings.

And what’s interesting though, I’ve been interviewed by all these different writers and sites, and I realized, they’re just people, just like all of us. And the Dream 100 works on people. So let’s just say I wanted to get ranked for whatever, instead of me going back and doing it all black hat link building and all that crap we used to back in the day that was really fun and automated, it was really fun. Not going to lie. But instead of that, what if you just build. Here’s the Dream 100 list on people’s site, that I want to write an article about me or let’s say you go to Huffington Post, here’s the Dream 100.

Because Huffington Post, Fox news, all these have tons of writers, so make your Dream 100 list of the writers who write those sites, and we focus on the Dream 100 towards them. To get them to write about us. Let’s say there’s a hundred writers, I do the Dream 100 strategy to the top 10, or 20. Doesn’t have to be 100 people. But the top 20 writers on Huffington Post or Forbes or whatever and we market to those people and those relationships with those people and all the stuff we talk about in the Dream 100 and I get those people to write articles. Now let’s say I get 10, 20, 30 articles written from Forbes, Ink, Entrepreneur, that will rank me for most major keywords. Who are the sites that are already ranking for our key words. Dream 100 those people and figure out how to get on those pages.

I don’t know what It’s called, but let’s say you type in internet marketing, I might not be able to get ranked number one in internet marketing, but who are those top 10 people, but let’s Dream 100 those people and become friends with them and maybe I can get a banner up on their site or a pop up, or email number one in their email sequence. You know a million other things. There’s so many ways to do it. The dream 100 is the key. It’s interesting.

It’s key there, in YouTube, let’s say you want to dominate YouTube. Okay, who’s my dream 100 there that already have visitors and eyeballs and what can I do to get to them. A good example, JP Sears, who I love his videos. He’s one of our Dream 100. We met him and paid him a little money to come to our event, made a video with him, and he shared that video we made of him telling his thing on his page and got a half a million views. Half a million people from one person on my Dream 100. On a Facebook and YouTube channel, that’s it.

It makes you think, it works everywhere. Instagram, I want to dominate Istagram, Twitter, wherever you’re at, who are the people that are already dominating? Dream 100 them, build relationships, rapport, buy ads, all those things. So we have a traffic meeting a little later on today and this is the topic of the traffic meeting, within my internal team, Dream 100. And we’re going to be doing SEO and YouTube are our two biggest. And basically YouTube is because we’re trying to….SEO started because we were trying to do better on SEO on our videos and then I kind of geeked out all weekend on it.

I don’t know about you but I’m a big fan of immersion. This is kind of my learning style. I’ll get excited about learning something and I’ll go deep really fast and don’t sleep for 3 or 4 days, which is what I d

Secret #5: You Gotta Have Faith... Marketing Faith  

Without this, what's the point of even trying?

On today's episode Russell talks about why you have to have faith in yourself first in order to be a true entrepreneur because nothing is guaranteed. Here are some of the interesting things in this episode:

Why Russell won't give a friend the answers to why his product isn't selling. Why Russell believes that you have to take a leap of faith with your business first, in order for it to be successful. And why Russell thinks life would be boring if everything were guaranteed to work out.

So listen below to find out why it's so important to take a leap of faith.

---Transcript---

What’s up everybody, this is Russell Brunson. Welcome to Marketing Secrets podcast. If you are watching this at marketingsecrets.com, you can go watch the video of me showing you something cool, if you’re just listening on iTunes, that’s cool too. But if you go to marketingsecrets.com you can actually see what I’m going to show you guys.

Last week I did a podcast, or a couple of days ago, about planting seeds of doubt. I got all these people messaging me, “Russell, you’re so mean.” I was like I’m  not trying to be mean with this. I’m trying to explain a really important marketing principle. So I want to show you guys something to prove this whole thing works. A lot of you guys know Steve Larsen, he sits next to me everyday building funnels. When he first started working for me, at the time I had a water filter machine, it was an Athena that we paid $3 grand for. I always loved it because it was this really cool thing, it filtered our water and did all this cool stuff.

Then he told me, “Well, if you’re using that brand, it actually doesn’t work, there’s only one brand that is any good.” And it’s the company he used to work for called Echo. I was like, “Really, why?” and he’s like, “They have this patent. Most water machines, the way they filter, after 5 or 6 filters it builds up all this residue and it starts working. This company has a patent where what they do, every time you turn it on, it pushes through and breaks off the stuff, so it keeps working.

Now I have no idea if that’s true. He may have made it up for all I know. But he planted a seed of doubt, and that seed of doubt became so big that my Athena water machine that I loved, in fact my kids called it magic water. Every single day we used to go and make magic water out of it. It is now sitting, as you see here, in my garage, in this big pile of water. We ripped it out of the wall, I actually cut the plug because it was hard to get to. It’s just sitting there now, I don’t know if it works. I have a seed of doubt.

Then I was going to get a Kong and he’s like, “And he’s like Kong can’t do it either. These guys are the only ones in the world that have a patent.” So because of that, guess what I have right over here. You’ll never guess. Yes, it is one of the Echo machines. Sorry it’s kind of a mess here in the laundry where we have it. Because my wife doesn’t think these look very good, and they are kind of ugly. But now, I come here and this is where I get all my water from, it’s the Echo machine.

Now again, I have no idea if it actually is better, could be worse for all I know. But he placed a seed of doubt that caused me to rip my old machine out and put a new one in and not go with other competitors. So the marketing principle is true, whether you’re doing that yourself or through other people. How can you place a seed of doubt. So there’s a follow up for yesterday for those who think I was mean. I’m not being mean guys, I’m just teaching good marketing principles. So that’s what I got.

Now I got one more thing I want to share with you guys. Because this is important and I think a lot of people struggle with this. It’s having faith before you take action. Entrepreneurs, for you to be successful, you have to have faith first. You don’t know that your product or service is going to work. If you had that guarantee, then everybody would do it. It’d be like, I’m guaranteed, in fact that’s why people go to school because they’re like, “I’m guaranteed to get a job.” Turns out you’re not, at least not a good job. But people, because they guarantee it, they do it.

Entrepreneurs should be about not guaranteeing. You have to have an idea and then you have to have faith in yourself. If you don’t have faith in yourself, then you’re not going to do it, and then you’re not going to have success, and then it all disappears. It all hinges on faith. It’s weird, I don’t know if you guys are religious or not, it doesn’t really matter to me for this thing, but religion’s the same way. We get the, we have to have faith first and we take that step forward and then the truth is manifested back to us. Like, “Oh, that thing you did was actually right.” But if you knew ahead of time, what’s the point? There’s no challenge, this whole life becomes really boring if there’s no faith. If you knew the answer to everything before you went into it, why would it seem to be fun, it wouldn’t. We’d be bored out of our minds.

I’m telling you this because I had a funny experience today that I wanted to illustrate becusae it kind of illustrates this, why a lot of people struggle because they don’t have faith first. They’re waiting for the perfect answer before they move. So there’s this guy, I’m not going to mention his name, he’s a cool. But three or four times over the last two years, he’s messaged me asking about my inner circle and he’s always like, “I’m going to join man.” And I’m like, “Cool, here’s where you apply.” And he’s like, “I have some questions first.” And he always asks a bunch of questions, he never applies. And this happened I think at least 3 maybe even 4 times in the last 2 years. I’m always like, “hey man, go to inner circle where I can work with you. I do my best coaching almost a million entrepreneurs, but I can’t talk to every person individually. I wish I could but I can’t.” I have a hundred people in inner circle that I’m voxing every single day on my phone, trying to keep up with them as well as running my own company and my family and my church and the scout group and everything else I’m doing. It’s insane.

I can’t help everybody, I wish I could. But the people I can help, they’re in the inner circle, that’s just how it works. So get in the inner circle and I can work deeper in your stuff. So he messaged me today, it’s kind of funny. He said, “Whatcha think?” and he showed me his funnel, “compliments of Clickfunnels.” And I was like, “Cool man, you got it done. It looks great.” And he said, “The problem is,” this is the best, “The problem is I can’t get it to sell for the life of me, when people try it, they’re hooked. But getting people to buy it out of the gate, no bueno.”

So I went back and decided to look a little closer. I kind of smiled, and I sent it to Steven Larsen as well, “Hey, what do you think about this funnel? I want to know in 3 seconds.” And in 3 seconds he was like boom, boom, boom. I was like, “Exactly, the very same one’s I saw as well.” And I was like, I could just tell him, but then he didn’t, he missed the whole point. So I came back and I said, I was trying to help him out. I was like, “I won’t give you the answer, because you didn’t join the Inner Circle the 3 times you asked me about it. Ha ha! But here’s a hint.” Then I gave him a link to a certain funnel and said, “The answer’s in this funnel.” And it is, everything he’s looking for is in that funnel. I mean it was a huge heads up, hopefully. We’ll see if he runs with it or not.

But I sent that and just kind of said it that way and he said, “Was my video wrong?” asked me if it was the video, “It’s not the video.” Although his video could use some help. He said, “The reason I didn’t join was because I didn’t think the Inner Circle could help me with my specific problem with …” and he named his product, “I didn’t want to just throw $25K at the wall, not knowing.” So I got that and started laughing. I laughed out loud and I read it to Steven and he laughed because first off, the inner circle is all about personalizing your problem. What is your problem? And you message me and I tell you the answer. So it’s the most personalized coaching program on planet earth for our industry.

So I don’t think it would help my specific problem, and I didn’t want to throw $25k at the wall, not knowing. So I didn’t want to have faith and just assume that you know what you’re talking about, seeing as you’ve helped hundreds of thousands of entrepreneurs, and you have all these people that pay you $25k a year and they renew every single year, because you keep helping them. 10 or so are all supplement companies, I didn’t know, I’m not going to pay you.

And then he said this, “After looking at “blank” if you have some big ideas on how to blow it up, you know the $25k would be chump change for investing in your help, then obviously that’s a no brainer.” So if I can come to him and say, “Hey man, I know exactly what it is. Give me $25k and I’ll tell you these things and I guarantee you’ll make more than that. Then he will do it. Then he will take a leap of faith when there’s no leap of faith to be made.

I’m just like, my goal was not to sell you on inner circle, my goal is not to tell you I know the secret, give me $25k and I’ll tell you. You missed the whole point. The goal, the point is that you have to have faith first. You have to….the mentors I have hired in my life, I didn’t know if they were going to be good. I looked at them, tried to do my research, saw other people they worked with and was just like, “Okay, I don’t know but I’m going to have faith and I’m going to take this step forward.” And then when you do it, you get rewarded for it.

Then I wrote back, “Sorry man, the inner circle is closed for now anyway, but the answer is in that

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