Marketing Secrets

Marketing Secrets

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Welcome To Russell Brunson’s Marketing Secrets Podcast. So, the big question is this, “How are entrepreneurs like us, who didn’t cheat and take on venture capital, who are spending money from our own wallets, how do we market in a way that lets us get our products and services and things that we believe in out to the world… and yet still remain profitable?” That is the question, and this podcast will give you the answers. My name is Russell Brunson, and welcome to MarketingSecrets.com.

Episodes

Funnel Hacker Onboarding #4 - How Do You Sell Your Offer?  

On this episode Russell goes over the final step of the Clickfunnels onboarding process and helps you understand why the copy, or the words within your funnels, are so important. Here are some exciting things in today’s episode:

Learn why good copy is just as valuable as a good salesperson is offline. Hear what kind of resources are available to help you write copy successfully. And finally see how all the training you have received in these last four episodes fit together to help you be successful with funnels.

Listen here to the last step and help yourself have even more success with Clickfunnels.

---Transcript---

What’s up everybody, this is Russell again. Welcome to the last of this sequence in the Funnel Hacker Onboarding process. This is the Marketing Secrets podcast and if you missed videos 1-3, this is number 4. Go back and watch those, it’s part of a sequence to help you understand why you need funnels, what’s the micro internal value ladder you’re creating, what is the offer you create in each step inside the value ladder, and this one is all about the copywriting. How you sell each one of the offers so you can provide value to every single step inside of your funnel.

Hey guys, this is the last of the onboarding videos, I hope you enjoyed and had a chance to watch all of them, because we’re going to go into copywriting. This is salesmanship, for some reason people understand this in the real world, they have to sell something. But for some reason, I don’t know what it is, when we get online we forget all these amazing, important principles.

So this is all about copywriting, about selling your actual product. You’re not just a product, you’re selling it every single step. You’re selling on the ad, you’re selling to get them to click. You’re selling on the landing page, to get them to give you their email address. You’re selling on the sales page to get their credit card. You’re selling on the webinar registration page to get them to register. You’re selling on every single piece of this and so many times we don’t value or remember that.

So this is the last of the onboarding videos here inside the new Clickfunnels onboarding process that I wanted to share you guys here on the Marketing Secrets podcast because I think it’s important, and I hope you love it. So watch this video right now and hopefully it re-commits you to mastering selling at every single step inside of your funnel.

Alright, welcome back. We are moving on to the last step in your initial funnel education and this is one of the most important and yet what people understand the least. It makes me laugh because if you look at traditional selling of a product or service, people know this. How do you sell the product or service? We call this online, inside of our funnels we call it copywriting. It’s the words on the page, the headlines, the words in the video, the words on the webinar, all those things. It’s the words.

It’s funny because in traditional business, let’s say you are starting a vacuum company, going door to door selling vacuums. If you come to the door and knock and say, “Hey, I got a vacuum, it’s $800.” Nobody’s going to give you money for that. Yet for some reason in our funnels, that’s what we do. We have a picture of our thing and we have a price and an order button. And that is not how things are sold. If you want to make a lot of money selling vacuums door to door you hire a really good salesperson to go and sell the product.

Good salespeople can make a lot of money. I’ve got friends selling vacuums, selling knives, selling pest control, selling alarms door to door, and some of these guys make hundreds of thousands, if not millions of dollars a year selling door to door because they’ve gotten really good at selling.

So inside of our funnels we have this value ladder we’re taking people through. We have the value at each step, we have the offer at each step, but the last piece is we have to sell those things. We have to actually sell them. Just because you have a picture of a vacuum cleaner with an order button, nobody’s going to buy it unless you actually sell that thing. And that’s one of the disconnects for some reason that people know offline, but they forget when they come online. So that thing, those words, all the stuff on the pages is what we call copywriting.

Copywriting is something, you can hire people to write copy for you and really good copywriters charge a lot of money, or you can learn how to do it yourself, and there’s a couple other ways to do that. A couple things I recommend, number one is if you haven’t read the book, Expert Secrets, the reason I wrote this book is because a lot of people after they read the Dotcom Secrets book, they understood funnel structure. Here’s page one and page two and here’s the right order and those kind of things. And I watched as the Clickfunnels community started building amazing funnels and so many people would drive traffic to those funnels and they never made any money.

They come back to me and say, “Russell, why is this not working? You said funnels were the greatest thing in the world.” I look at their page and literally it’s like the landing page and here’s a picture of an ecover with an opt in box. I’m like, “What’s that?” and they’re like, “Well if they give me the email, they get that.” And I’m like, “I wouldn’t know that.” Again, they’d have their product with a picture of the product and a $300 order button. You need to sell the products.

So the reason I wrote this book was to help people understand how you actually sell things. How to position your offer, how to make an irresistible offer. What are the words and phrases and how do you tell the stories in a way to sell your product. So I recommend getting this book, if nothing else, to understand how to put all the words on the pages the right way.

Inside this Expert Secrets book, some people think it’s only for if you want to be selling information products, but the concepts in here are true for whatever it is you’re selling. Understanding how to tell a story in a way that sells your product or service. The best salespeople, online and offline, are people that are really good at telling stories. And this book walks you through how to tell stories, a stories structure, all those kind of things. So if you read this it will help you understand how to actually present your product in the right way without having to learn all the techy, copywriting stuff that’s honestly hard and confusing and to be completely honest, it’s kind of boring.

The Expert Secrets book will make this exciting and live for you and show you how to tell your story in a way that gets people excited about buying your vacuum cleaner, or coaching, or consulting, or supplements, whatever it is that you are selling. So that’d be number one, get this book and study the sections on how to tell your story.

Number two, one of the short cuts that we created because a lot of people struggle with this piece. They create the funnel and they send people and they don’t make money and they’re just like, “Russell, how do we do it? We’re providing value, we’ve got really good offers, but it’s still not working.” Again, the last step that makes this all magically work, is the copy.

So what we did, Jim Edwards is one of our partners here at Clickfunnels, he went through the Dotcom Secrets book and took all the sales scripts in here. He went through the Expert Secrets book and took all the sales scripts and storytelling scripts inside of here. And we created a separate company, we created a software program called Funnel Scripts and what that is, is a really cool tool where you’re like, “hey I need a headline for my page.” And you may not know what to do or what to put in, so you answer four or five questions, you click a button and it’s going to pop out 150 of the best headlines in the world wrapped around your product and your service.

If you’re like, “I need a video and I don’t know what to do.” You fill in a couple of pieces, you click a button and boom it gives you the entire video script. All of the scripts and copywriting for all your pages are done in there and it has helped so many people save so much time and have so much success. It is an external product, you don’t have to have it to be successful, but I recommend looking through it and getting a copy because it’ll make your job so much easier.

So with that said, what your homework is for today, it’s going to be kind of fun, a hybrid of different levels you can take it at. When you click the button down below it’ll take you over to the video, there’s a video of Jim Edwards and I talking about copywriting, helping you understand how it works, how the scripts work, and that training alone will give you the foundation you need if you want to go and start writing your own copy.

Number two is I highly recommend getting this book so you understand how to tell your story on each of the pages inside of your funnel. And then the third thing, if you’re able to invest in it, there’s the software called Funnel Scripts, again it’s a separate company. But Funnel Scripts is a really good software that will write all the scripts for all the pages in your funnel. There will be a link there for a webinar, you can watch it. The webinar will show you how Funnel Scripts works, it’ll explain the whole process, you can see demos of it and then you can decide for yourself if it makes sense or not.

But if your funnel is struggling or you’re struggling writing all the words and the headlines and all those things that are typically not second nature to people, Funnel Scripts will make that process so easy. I’ve seen people who in the past would spend four or five weeks trying to write all the copy in their funnels, get that process done in a like an hour, hour and a half sometimes

Funnel Hacker Onboarding #3 - What's Your Offer?  

On this episode Russell goes over the third step in the new Clickfunnels onboarding process, which is creating an offer. Here are the amazing things you will hear in today’s episode:

Why creating an offer is one of the most important, yet least understood parts of the process. What the difference between having a product and having an offer is. And how to create an offer that is sexy and attractive to a customer.

So listen here to find out why creating an offer is so important.

---Transcript---

What’s up everybody, this is Russell again. Welcome to the third of our onboarding videos here in the funnel hacking series. This one is obviously in the Marketing Secrets podcast so this, if you’ve been watching the last two days these are clips from the new Clickfunnels onboarding process to help you understand the core concepts of how to get your business, idea, product, service off the ground inside of Clickfunnels.

If you missed 1 and 2 go back, these are part of a sequence, there’s a series of four. The titles inside of Marketing Secrets will be the Funnel Hacker Onboarding 1, 2, 3, and 4. So go and watch 1 and 2 first and come back here for number 3. Number 3 we’re talking about creating an offer.

Alright, so this is probably one of the most important, yet least understood parts of this whole game, it’s how you actually create an offer. It’s one of those things that I think I have done so often over the last few years, I forget what goes into it. It’s been interesting as we’ve launched Two Comma Club Coaching, Steven’s been working with all these people going through it and one of the biggest questions people have, and I don’t think people say it like, “I don’t know how to create an offer.” But they’re struggling, their offers are really bad. So they’re stuck at that point, so we’re like how do we fix the offers. And we’ve been going back and forth brainstorming how you explain this.

This video you’re going to watch is part of the new Clickfunnels onboarding process, it’s all about how to create an offer the right way. And hopefully this gets the wheels in your head spinning. More so you understand what an offer actually is. If you understand, and some of you think you know what an offer is but you’re still not doing it. If you understand it I think it’ll help. So let’s watch that video right now, it’ll help you guys actually craft your offer the right way.

Alright, welcome back. This is a concept that is one of the least understood, yet one of the most important. I’m hoping that I can do this justice so you understand. This is a concept that we call creating an offer. What is an offer? An offer is, if you were asking somebody for their money or their email address or their phone number or their attention, you’re trading it with them. It’s all about trading something for attention, money whatever.

And it comes down to an offer and why a lot of people struggle in this business is that they don’t understand the concept of making offers. Now, what I learned when I got started over a decade ago was that you have to create a lot of offers to find out what people actually like. What is an offer? An offer is not a product. I see a lot of people who move from selling things on Amazon and they come over to CLickfunnels and they’re used to on Amazon selling a product.

The problem with selling a product is that typically if you’re a product, you’re a commodity. When you’re a commodity what happens is that everybody races down to the bottom. For example, when I had my supplement company, I was selling my supplements as an offer and there were people selling the exact same supplement as me on Amazon and we were selling ours for $67 a bottle, and they were selling theirs for $19.95 a bottle. I was making way more money than them because I had created an offer.

So an offer is taking things and combining them together. If I’m just selling a supplement bottle, it’s only worth whatever that thing is. And then people are going to price shop and figure out what’s the cheapest and they’re going to go for it. If I sell, if someone’s selling a supplement bottle and I’m selling the same supplement, but instead of just the supplement mine comes with a weight loss guide, food calorie tracker or whatever, these are things I can bundle together into an offer and now this worth way more than the other thing over here.

If you look at companies like Groupon and Living Social, I’m not a big fan of people running their businesses into those things, but if you look at them, they’ve become really good at creating offers for local businesses. A lot of local businesses I saw prior to Groupon would run ads that were just like, “Hey we’ve been in business for 49 years, we’re family loved and locally owned.” That was what they were selling on their pages, but that’s not an offer.

An offer is like, “Hey, if you come to us we will give you this thing.” Now most of Groupon and Living Social offers, they are big discounts. Come in and normally it’s this much money and you’re going to get this much. And that is one way to do offers, by giving it a really good offer, a special offer discount price. But then a lot of you guys don’t want discount prices, which I understand as well. So an offer doesn’t just have to be discounting prices. It can be bundling things together.

If you think about this from a, if you’re a doctor or something like that, an offer, a product is like, “Hey we do adjustments.” Or “Hey we fix eyes.” An offer is like a treatment plan. “Hey when you come in you’re going to get this and get this and we’re going to put together this cool thing.” So your ability to have success with funnels and any kind of business is your ability to create really good, irresistible offers. What’s an offer that people have to have so bad that they’re like, “Oh, I have to give this person my email address because I need that thing.”

What’s the offer that you have? We talked about before the value ladder, we’re taking people through the steps of the value ladder, so I’m trying to give value to people, but with that, the way that I get that value is that I create an offer for them. Sometimes offers are free, sometimes they’re paid. Let’s say for example somebody comes to, in fact, the offers starts clear back on the ad. The ad is not going to say, “Hey, we’ve been family owned and operated for 49 years. Click here to find out more.” That’s a horrible offer. That’s the worst offer ever.

But if it’s like, “Hey are you struggling with whatever, this kind of pain or whatever? If so, find out how we can get rid of your pain in the next three weeks.” Boom, that’s an offer. They’re like, “What is that?” so they click on the page, they come to the next step in the funnel, the very first page they land on and there I’m making them this offer. “Hey, so if you want to figure out your pain, I wrote a report, it’s a 6 page report, and it’s going to walk you through the fastest ways to get out of pain. If you give me your email address, I will trade you this thing.” Okay, I just made them an offer.  That was an offer.

So then they trade it and on the next page, I’m like, “Cool, we just sent you the thing, but if you’re still in pain, we’re a local client here, we’ve been doing this for 50 years…” and what most people would do on this page is be like, “Hey we sent you the guide, we’ve been family owned and operated for the last 29 years. Blah blah blah, you should come into our clinic.” The problem with that is there’s not an offer, you’re just bragging about yourself and nobody cares about you.

What do they care about? Them. We used to have a saying, WIIFM, what’s in it for me. So what’s in it for them? So instead of saying, “Family owned and operated.” The offer’s like, “Hey, thanks so much we just you the pdf in your email and it’s got your 6 ways to get out of pain. But right now, I’m sure you’re hurting and I want to make you a very special offer. What we’re going to do is if you call the phone number right now, I want to get you out of pain immediately, so call this number or buy this thing, and when you do that we’re going to give you this, this, and….” And you create an offer for them.

Come into our clinic and we’re going to give you natural headache medicine, we’re going to give you an adjustment, we’re going to give you a free massage, or whatever that thing is, you create an actual offer for them. They buy that, the upsell then is to give them another offer. But every single one of these steps in your funnel, from the ad to the landing page to the upsells, the downsells, to the registration, anything you’re doing in any kind of funnel, it doesn’t matter which one it is. It’s all about creating really, really good offers. And that’s how you provide value for people as you’re moving them through the value ladder.

A lot of people they think about offers from a standpoint of this is the product I’m actually selling, but again it’s not just the selling of the product, it’s every single step. The offers on the ad, the offers on the landing page, and the offers are shifting as you’re providing more value through the value ladder.

Now one way to do this, there’s a concept we talk about a lot here in Clickfunnels, our internal community we call this funnel hacking. What funnel hacking is all about it going out there and seeing what other people are doing and getting ideas for other offers. And sometimes you’re looking for offer ideas from people that are in your same industry, so say you’re a dentist, let’s say you’re selling information products or whatever, you can look, how are other people creating offers that irresistible, sexy offers. We’re looking at those type of things and funnel hacking other people and saying, “On their landing page they offered me this and then on the upsell they offered me this.” And just getting ideas o

Funnel Hacker Onboarding #2 - What's Your Micro Value Ladder?  

On this episode Russell talks about the second step of the funnel hacker onboarding process, the value ladder. Here are some cool things to look for in this episode.

You will see how the value ladder works. Find out how to get your customers to ascend the ladder. And see why providing value to your customer will help you get what you want out of them.

So listen here to find out how to get customers to ascend the value ladder so you can get more of what you want out of your customers.

---Transcript---

What’s up everybody, this is Russell Brunson. Welcome back to video number two here in our Funnel Hacker Onboarding series inside the Marketing Secrets podcast. I hope you guys enjoyed yesterday’s podcast talking about why funnels, why they’re important. Today we’re talking about the value ladder.

Alright so with that, before I show you the video, a lot of times when people think about value ladders, because I think the way I explained it in the Dotcom Secrets book, I talk about going from funnel one to funnel two, to funnel three which is true, but for most people, they spend so much time mapping out the value of, “this is where I’m going to go in the next 20 years. Eventually I’m going to do high end coaching and then I’m going to coach the president of the United States. Then I’m going to become the president of the United States….” They’re going so deep in this huge value ladder, which is good so you understand where you’re going, but it comes down to the micro. What’s the value ladder here, when someone hits my landing page? What’s the value of getting them here, when they opt in, what’s the value?

So that’s what this training is about. It’s kind of micro level of value ladders and how they kind of work together. So let’s watch that clip right now, I hope you guys enjoy it. We’ll see you on the next episode:

Alright welcome back. In the last video we talked about what is a funnel. By the way if you haven’t had a chance to read the Dotcom Secrets book, I would recommend it because this what we go deep into. What is a funnel? The whole concept of whoever spends the most money to acquire a customer wins, is all talked about in here. We talk about funnel structures and it’s a really good book to help you understand the strategy behind funnels if you don’t have it yet. So click on the button down below, there’ll be a page where you can go and get the book, I think it’s $7.95 shipping and handling. But that’s what this is all about, to help you understand funnel structure better.

Now one of the core concepts inside of here that I want to share with you, because it’s such a key to understanding how funnels work is a concept called the value ladder. The way the value ladder works, if you look at this image right here, on the left hand access you have value. This is how much value you’re giving someone. As the arrow goes up, the higher the value is. On the bottom access it has price. And as you go to the right the price gets more and more expensive.

Now most business owners, the most ideal thing would be able to provide the most amount of value for somebody and get the most amount of money. For example, we have a coaching program that we charge a million dollars to create somebody’s funnel for them and that’s amazing. In a perfect world I could go to every single person and be like, “Hey, its a million dollars, I’ll create a funnel for you and it’s going to be awesome.” And the problem, if I walked up and saw you on the street for the first time and I was like, “Hey my name is Russell Brunson, I know I look like I’m 11 years old, but if you give me a million dollars, I will build a funnel for you.” You’re going to think I’m insane because I’ve provided zero value to you at this point.

Yet that’s what a lot of us as business owners are doing. We’re coming and we’re pitching our most expensive high thing and shooting for the fences but people have not received value from us, so they don’t want that. So if you look at how businesses work, they move this thing called a value ladder where initially when someone first comes into your world, they’re kind of testing the water and feeling things out. So what you want to do is try to provide value for them, right there, for free. And if they get value, if they dip their toy in the water and they’re like, “Wow, that was really cool. I had a good experience with so and so.” And they receive value, us as humans will naturally want more.

We’ll start ascending up and say, “That was a really good experience, what else do you have?”  and we’ll move up the value ladder where you have a chance to offer them more value, but they’ll give you more money. And then if they receive value at that level, they’ll naturally want more and they’ll keep moving through this ascension until you either stop selling them something or until you offend them.

And that’s how business works, so you understanding the process of this value ladder, and you know this in the real world. If someone came to you the first day and said, “What do you do for a living?” You would tell them and try to explain some stuff and try to give them something like, “Oh cool, that’s awesome.” And you build some rapport and there’d be some value there and then the next thing you do is offer them something else.

It’s the same thing, if and when you met your spouse. The first time you met them, the first thing is you ask them on a date. And you provide value. If you have a good time on the date then you go on a second date and it keeps going on until you get married. There’s this logical progression. Yet, for some reason online we all forget that. All these common sense rules fall out of the world because we’re like, “They’re pixels and things and it’s traffic.” No, it’s people and you have to understand that.

So what happens is every single funnel is a value ladder. When somebody comes to my very first page I’m saying, “Hey, my name is Russell Brunson. I want you to give me your email address.” If I stop there, you receive no value. Why would I give you my email address? If you come to the page and I’m like, “Hey, my name is Russell. I wrote a really cool report called blah blah blah…” Whatever it is and say, “I’ll give you this report for free, just give me your email address and I’ll send it to you.” And you’re like, “Huh, okay.” You give me your email address, I send you this report., you get the report and get some value, you’re like, “That was really, really good. Russell’s a cool dude.”

Then on the next page in the funnel it’s like, “Hey, I sent you the report. Go check it out. I think you’re going to love it. But while you’re here I want to make a really special offer to you…” And try to provide value again, “Normally I sell this thing for blah, but I’m going to give you a special discount because you’re here right now.” Or whatever that thing might be. Because you’re a first time subscriber, normally the first thing I want to sell you is this thing. A lot of times in my business we do books for really cheap, or we do, if you’re an offline business maybe it’s a free exam, whatever it is. Something you’re providing value. If someone gets that, they buy the next thing.

And then the next page is like, “hey you just bought my book for $7.95, the book’s coming, you’re going to love it but some people like to learn in a classroom situation. I have a home study course that’s this.” Or whatever that thing might be. Same thing works in ecommerce. People always tell me, “That works in information but not in ecommerce.” But the same thing works in ecommerce. One of our number one Clickfunnels sellers right now, he built a huge funnel, it was one of the most successful funnels I have ever seen and it started with a flashlight. “Hey this is a tactical flashlight. Would you like to buy it?” and people bought the flashlight and they started thinking, how else can I provide value to this person? He started bringing them through a value ladder.

He said, “Look, you bought a flashlight for this price, how would you like a second one at 50% off?” and boom, like half the people said yes. He’s like, “Hey, now you got this flashlight do you want a kit? Like a carrying case we can put it in?” and people were like, “Oh yeah. Sure. Yes.” And boom, it took them to the next thing. And he kept thinking how else do I provide value? “Do you want rush shipping?” “Yes.” “Do you want this?” “Yes.”

So the value ladder is always thinking about that. So every time I’m working on a funnel, I’m thinking about this. Somebody, they see an ad, they see something, they click on something, they come to my page, the first page in my funnel and I’m thinking how do I provide this person value? What do I want in return? I want their email address or maybe their credit card, want them to register for a webinar, whatever the action is on that page, I’m thinking how do I provide value to this person?

And if I do it in a cool way and they connect and have a good experience, guess what? They’re going to want to buy again and again. And that’s how you build a business the right way.

So as we do more and more of these trainings, we’ll go more into value ladder because the value ladder is happening in a bunch of different places. It happens inside your funnel. Every page in your funnel is the next step of a mini value ladder. Also, we’ll talk about this in the next major training, after someone goes through your first funnel, usually we have a second funnel and that’s a bigger piece of the value, it’s kind of like the micro and the macro. These things are happening all the time, but for right now I just want you thinking about that.

Every single interaction you have with somebody, you need to provide them value. And then if they like that they will naturally ascend up and want more value and I can charge them more. If they like that I ca

Funnel Hacker Onboarding #1 - Why Funnels?  

On today’s special episode of the Marketing Secrets podcast, Russell shares a video for the new onboarding process in Clickfunnels. He talks about the four core things you should know and goes into detail on the first one, which is what a funnel is and does your business need funnels? Here are some awesome things you will hear in this episode:

What the four core concepts are that you will need to know to use Clickfunnels effectively. What the difference between a website and a funnel are. And hear about Russell’s first experience using a funnel and if it worked well for him.

Listen hear to find out more about the first core concept you need to know for the Funnel Hacker Onboarding process.

---Transcript---

What’s up everybody, this is Russell Brunson. I want to welcome you to the Marketing Secrets podcast. I’ve got a really special episode, actually the next 4 episodes are kind of some special episodes I want to share with you guys, that I think you’re going to love. So let’s get into it.

Alright so, on this first episode, I want to give you some back story on what’s happening and why I made these four special episodes for you. Right now inside Clickfunnels we are working towards our big viral video launch on the 15th. With that we are trying to change a whole bunch of things, fix the onboarding process, make thinks simpler, simpler for people. Because if we get a huge influx of customers, especially people who don’t really know our marketing, or understand what funnels are or how they’re doing it, we have to really simplify the process.

So that’s what we’re doing, a simplification of this whole thing. I don’t know if you’ve noticed, our Clickfunnels support has gotten so much better. We shifted from it taking on average, a little less than an hour to get live response, now we’re at a 3 minute medium. So many cool things we’ve been doing trying to prepare for this thing, which is now like two weeks away for us. It’s kind of stressful, not going to lie.

One of the cool things we’re having is this really cool gaming, badging system so when somebody comes into Clickfunnels there’s like this gamified onboarding process. You’re doing things, you’re moving throughout it, it’s going to be really cool. So by the time some of you guys are listening to this, it’ll actually be live so you can go and see it.

But in there, a couple of things with Clickfunnels. With Clickfunnels we’re teaching how to use the software, but also people have to understand the marketing behind it or else they’re not going to be successful with the software, so it’s kind of interesting. So I tried, how do I teach all this funnel psychology and stuff in a very short, compressed period of time? So we did that with one of the little badges that people will win here inside of the onboarding process. So that’s kind of what’s going down.

So with that I basically created four different videos that are the core foundational things to get people onboarded to understand the marketing behind funnels very, very quickly, very rapidly. So that’s what these episodes are about. I’m actually going to just play those four video clips. Now in the video clips I’ll say, “Click on the button down below.” And “You’re going to get this thing over here.” And “This is your homework assignment.” Just know that those are from the onboarding process. If you actually want to get the homework assignments, if you want to see the things I’ve talked about, you do actually have to login to Clickfunnels and go through the onboarding to get those.

But I want you to understand because I think, it hopefully made sense. Maybe it makes no sense. But I tried to really simplify the process of four core things that are the four things to really understand. Number one is why do we have funnels? Why is that important? Number two is the value ladder. A lot of times you think about value ladder from a high level, like first I’m going to do a book, then I’m going to have an event, then we’re going to do one on one coaching. But I want to talk about value ladder from a micro standpoint, instead of the macro.

So it’s like landing pages, how do you give value on that. And then what’s the value on the sales page, and the upsell page. How do you do that? So we go into the value ladder in video number two. Number three then is how to create an offer which is something, it’s funny in my mind, I think this common sense to me, or intuitive or I’ve done it so long I don’t think about this. But it seems like as we’ve been doing the Two Comma Club Coaching that one of the biggest problems and questions people have that Steven deals with everyday is how do we create an offer. So I’ve never really talked about that.

I guess I assumed, I think I assumed that people understood and I found out now that they don’t. So I go deep into how to create an actual offer, which I think is cool. Hopefully it was good, maybe it’s lame. But hopefully it turned out good to help you understand, “oh that’s what I need to be doing. I need to be creating lots and lots of offers. That’s the key to this whole thing.”

And then the fourth step was understanding copywriting because copywriting is like the last layer, it’s how you actually present the offer. So we have why you need a funnel, inside the funnel what is the value you’re providing each step inside the funnel. Then from there what’s the offer you’ve created in each step inside the funnel to actually provide that value and then the last one is the copywriting, which is how you actually sell the offer, which provides the value, which is how you get someone through your funnel. That’s kind of cool.

So anyway, that’s what I’m going to share with you guys. So over the next four episodes we’re going to go over that. So this first one we’re talking about why do we need a funnel. Some of you guys have obviously been funnel hackers forever and you know this stuff. Some of you guys might be like, “What the dump is Russell talking about?” So that’s what we’re talking about now, why funnels. I’m going to show you guys that clip and that’ll be what’s happening here on this episode of the Marketing Secrets podcast.

Hey this is Russell again and today I’m excited. Because today we’re not just talking about Clickfunnels, which is one of the coolest things in the world but for you to really utilize Clickfunnels and really have success from it, I think it’s vitally important that you not only get good at using the software and using the tool, but you actually become a marketer. Clickfunnels was built by marketers like me, for marketers to be able to market their products and services.

Sometimes people come in and have a product, they have a service they want to sell and they throw it into Clickfunnels and build a funnel and then they’re like, “No one’s buying it, nobody’s coming to my thing, no one’s giving me their email address. Why not?” It’s because it’s not just something you put up there and hope that the best happens. It’s something where you have to understand the marketing behind it.

So what I want to do during this walk through is to help you understand some of the core, fundamental concepts of marketing that are essential for your success inside of funnels. Because if you understand these things when you’re building funnels, your funnels will become profitable, they’ll actually make money and you’ll have success with Clickfunnels. And that’s our number one goal for you. So that’s kind of the game plan.

So to kind of step back, because I know that a lot of people when they first get into Clickfunnels, they don’t even know what a funnel is. So depending on where you’re at, you may know exactly what it is, you have a hazy idea, or you have no idea at all. Most people obviously have heard of a website. When I got started in this business 15 years ago, websites were the thing. And It’s funny because I remember back then everybody would come and they’d say, “Do you think I need a website? Everyone’s talking about websites. Should I get one?” and now we kind of laugh about that because there’s no business, I don’t think, that doesn’t have a website. You have to have a website to exist.

So we just kind of assume it now and that’s kind of what funnels are today. Funnels are the future. They are the evolution of websites. It’s where everything is going. People always ask me, “Well do I need a funnel for my business?” And I always kind of chuckle because they don’t understand the strategy, when they do it’s like, “Oh wow, there’s no point to a website, the only thing I need is a funnel. It’s where everything’s going.”

So that’s what I wanted to really help you guys understand. I think the best way for you to really understand it, I’m going to tell you guys a story about how I kind of got it. And when you understand this, it should hopefully make more sense inside of your business.

So first core concept you have to understand, I learned this initially from one of my very first marketing mentors, his name is Dan Kennedy, and he said this, “Whoever can spend the most money to acquire a customer wins.” Now when I first heard that, it didn’t make perfect sense to me. I was like, “That doesn’t make any sense. Why would I want to spend a whole bunch of money?” And I remember hearing that and it didn’t really resonate with me. But bear with me as I share this story with you, it’s going to make, you’re going to find out, this is the key. The most important thing to understand in business, in marketing, in funnels. Whoever can spend the most money to acquire a customer wins.

So let me tell you my story. When I got started in this business back 15 years ago, I was in high school and I’d built my very first website selling potato guns. Now I’d created an information product, I setup a website, I’d done my best and back then the way everyone got traffi

Bonus Episode - Why Entrepreneurs Suck At Vacations  

Bonus Episode - Why Entrepreneurs Suck At Vacations

Secret #32: I Get Knocked Down But I Get Up Again...  

How to recover quickly, when you keep on getting knocked down.

On this episode Russell talks about spending his day putting out giant fires, so he can get up and do it all again. He explains why it’s important to get back up whenever you get knocked down. Here are some of the awesome things happening in today’s episode:

Find out what kind of issues Russell had in one day and how he was able to get up and move forward. Hear Russell’s backstory of how he learned to roll with the punches and continue to move forward even when facing obstacles that seem insurmountable. And find out why you too should get back up and keep going whenever you get knocked down.

So listen here to hear Russell’s inspirational story of how he makes it through the kind of challenges that would keep a lesser man down.

---Transcript---

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

Hey everyone, I hope you guys are doing awesome. It is a beautiful night. Do you hear the crickets out there? It’s kind of creepy when you get to the darker spots. I hope you guys are doing awesome. I wanted to make you guys a video and run a podcast today about something I think really, really, really important. There we go, there’s some light for those who are watching the video version. If you’re on the podcast, it doesn’t matter. You can hear my voice.

Alright, I want to talk about something interesting that I realized today that I think is what keeps a lot of people back. It probably kept me back a lot when I was first getting started. One thing, I’m sorry I’m looking for, I’m at the pool house, I’m drinking some Keto OS because I love the stuff, so I have one every morning and one every night. It is my sweets and that is what I’m doing. That’s what I’m looking for, if you’re wondering what I’m doing and why I’m talking weird.

What I want to talk about today, for example, we had a lot of crap happen. Not little things either, huge things. Things that are devastating. Thing that in my past would have crippled me. I would have stopped and been like, “Ugh, ugh, ugh.” And it’s interesting because I see people now days who are in business and they’re moving forward, moving forward and trying to do stuff. And not just business, honestly, it’s all aspects of life. It’s their personal life, it’s their family life, their relationships, it bleeds in a lot of different things.

But for this purpose it’s business, where something really crappy happens. You have these plans and things you think are going to be happening and then you hit this wall and you’re like, you throw your hands up in the air, I don’t know what to do. So you just stop, right. You just give up.

Like I said, I think there was a time where I probably did more of that. And I think I’m lucky. When I grew up, I was a wrestler, as a lot of you guys know. One thing that happened with wrestling is and it’s probably a good thing, I was really bad at first. I’d get beat a lot. In fact, my brother Scott, who is going to be editing this video, when we first started wrestling, he’s my younger brother and he was beating me at first. As a big brother it was really embarrassing. Luckily, I loved wrestling and he didn’t so I was able to pass, but he would have been beating me my whole life, which would have been really embarrassing.

But because I was getting beat at first, I wasn’t like the best kid so I got beat a lot, and then I came back and I learned how to beat people. Probably the best example of this, my junior year in high school, my goal was to be state champ, I thought I was going to make it. What’s interesting is, as I was going for it, my first match my junior I wrestled this guy named Nick Fresquez from Hunter High School. Sorry there’s the ice coming out. Anyway, I told everyone I was going to be state champ. I was talking all the conference stuff, and my very first match wrestling Nick Fresquez, who is returning, he’d taken second place at State a year earlier, he’s returning back and he beat me. My very first match the whole year, I was devastated.

Luckily for me, my dad filmed the match, so what we did for the next four months, every single night we watched that match and then we’d practice in how to beat Nick Fresquez. And then I never saw him, I never wrestled him the rest of the year, but then at the end of the year, sure enough he was on the opposite side. He was ranked first in state and I was ranked second and we came against each other in the finals, I wrestled him. In the finals I beat him because I knew his moves. I practiced them every day for four months. In fact, I actually beat him, I think I told you guys this story before. But I beat him with the same move he had beat me with, which is kind of fun.

So I was used to getting beat up and then coming back and learning how to win. Getting beat up, come back and win. So that has helped me through my life. I think in business it’s the same thing. I would start and get hit with something, sometimes it’s like hitting a road block. How many of you guys have felt that? Or like hitting a wall and you’re just stuck and you’re like, I don’t know how to overcome this. This is an insurmountable object and I don’t know how to overcome this. And we hit those things.

So that happens all the time, like I said, in business. And what’s interesting is most people don’t get past those. They hit the wall and then they freeze up and stop and then they go watch the TV or quit, whatever those things are. It’s interesting because I see that a lot with our entrepreneurs, who a little road block or hiccup will come and then they just stop. And it’s like, don’t stop, keep going. Keep going.

But I think what happens, is the more you do it, the more your capacity increases. Your ability to handle those things and take them and plow through them and keep moving forward on them, you know what I mean?

So today we had so many things. We were supposed to watch this viral thing, if you go to….who knows if it’s still live when you watch this, but cfgoesviral.com was this really cool thing. What I wanted to do, I wanted to make where somebody, they opt in to this thing and then they get a referral link and they refer other people, and they get a dollar for everyone they sign up. And it was going to make this huge viral thing that would grow really, really fast. So we spent the last 2 weeks getting all the things put together, creating the video and sales page, the structure and the flow and the funnel. Everything was working, we tested it, and I wanted to build it inside of Clickfunnels, but we couldn’t because it’s this feature we don’t have right now and Todd’s like, “We could build it in the future, but we don’t have time to do it, because all this crazy stuff is happening for the launch.

So we didn’t, and there was this third party service we decided to use. So we used this third party service, we start trying to test it and all these things aren’t working. We got it working so it pretty much worked and we did the launch and sent emails out and we started a Facebook Live. It was all exciting and instantly all these people started coming and then guess what happened? Boom, the whole thing crashed within minutes.

We called the guys up, the service and we’re like, “Dude, our sites are down.” And they’re like, “Uh, we’ll call you back.” Okay, that’s not good. And the whole thing is down 15 – 20 minutes it’s down. And finally we see, everything goes offline, they reset their servers, it comes back up and it’s working, but we had to pause emails and everything at the time, so he comes back like 15 minutes later and he’s like, “It’s been 15 minutes, nothing bad has happened. You’re good to go.” We’re like, “Dude it’s because we stopped everything. We stopped the ads, we stopped everything. If you look at this…” I think we had 5% of our emails sent out and we just crushed their servers and it was just done. And we’re like, “Dude, you don’t understand. We’re trying to 100 thousand opt in’s in 7 days. To get that, there’s probably going to be a million to a million and a half, maybe two million people that are going to come through your links. Can you handle that?” and they’re like, “No, we can’t handle that.”

We’re like, “We told you numbers ahead of time.” And they’re like, “Well people always tell us numbers but no one ever hits them. We didn’t believe that was going to happen.” I’m like, “We just launched this viral contest. People are signed up, they’re sharing links. We can’t stop this now.” But the service wasn’t working. And it’s just like, most people, and me 5 or 10 years ago would have been like, “We’re screwed. What are we going to do?” But it was like, “Okay, we gotta keep moving forward. What are we going to do? What do we gotta fix?”

So I messaged Todd and Todd’s like, “Alright, I’m pulling an all nighter.” So he went and Jamie Smith came in and they spent the whole next 4 or 5 hours coding this whole thing out and rebuilt from the ground up the entire company software that we did and then built it into Clickfunnels. The testing is all done and they’re going to roll it all out first thing in the morning and then we’re going to relaunch the viral campaign right afterwards and hopefully get the same impact. But that could have been devastating.

That was one thing. And it was like 4 or 5 things like that just today that happened. Insane. The bigger a company gets, the more fires there are. I’m like, there are like 4 huge fires….no 5. 5 huge fires that I put out today. That was one of 5 huge fires.

One of them was some yahoo causing fistfights and threatening to kill people in our Facebook group and it happens to be a friend. He comes in and then we block and he starts threatening me and all sorts of stuff. That’s happening and then the next thing, and the next thing, and t

Secret #31: The Four Levels Of Value  

Behind the scenes call with Myron Golden and Russell Brunson.

On this episode you will hear Myron Golden talk about the reason’s people make a lot of money versus a little money. He goes through the four levels of value for creating income and explains each level. Here are some of the insightful things in this episode:

What each level of value is and what resource is used. Why each level of value is where it is, even though it may not seem fair. And why there are actually two resources in the highest level of value.

So listen here to find out what the four levels of value are and how much money each level is worth.

---Transcript---

What’s up everybody, this is Russell Brunson. Welcome to a very special impromptu Marketing Secrets podcast. I just got off of an inner circle call and it was so awesome I wanted to share it with you.

So I’m on an inner circle call, and the inner circle are my 25k members and there’s 100 of them and we have a group closed at 100 people. Once a month I do consult calls with all of them and one of them today was with Myron Golden, who is one of the coolest people in the world. And in the middle of this thing he dropped, I don’t know 10-12 minutes of the coolest thing about how income and the different levels of income, it was so good I wanted to share.

After he ripped on it for like 15 minutes I was like, “Can I put that on the podcast?” and he was like, “Sure man.” So I’m doing this really quick before I jump on the next call. I’m going to plug this clip in here. This will help you understand the levels of income and if you’re stuck where you need to shift and what those changes are for you to get to where you want to be from an income and finance standpoint. It’s awesome. So listen right now and I hope you enjoy this episode of the Marketing Secrets podcast.

Myron: There’s a reason people who make a lot of money, make a lot of money. There’s a reason people who make a little money, make a little money and it’s because income is the result of value created and offered in the marketplace. So value is what creates income and there are four levels of value and if you’re operating on one of the lower levels, you can only make so much money. I will just tell what the four levels of value are so you can just kind of wrap around that.

There are four levels but there are five resources. The top level of value, you have two resources you can use. So every level has one resource, the top level has two resources. The lowest level of value is implementation. That’s the lowest level of value. That is the people who do the thing. So if you do the thing, you’re the person who does the thing, you make the least amount of money. I basically tell people in the presentation if you’re an implementer, I know how much money you make. You make somewhere between minimum wage and $80,000 a year. You make minimum wage if you’re working as housekeeping staff at a hotel, or McDonalds. You make $80,000 a year if you’re like a mechanic that works on Rolls Royce or Bentley’s or something. That’s your income window.

And then the next level of value, and by the way, the resource you use at that level is your muscles. You use your muscles to make money. By the way, I shouldn’t show that on camera, but it’s here to protect, not to harm you. Anyway, pardon my corny, I’m a corny dude. What can I say? So the resource you use, your muscle to make money. The whole premise of the concept is that money is spiritual in nature, it is not materialistic in nature. So if you’re using a physical resource, like your muscles to make money, then your income is going to be limited. If you want to make more money then you have to operate at a higher spiritual level. Does that make sense so far?

The next level of value, which is the second to the lowest…

Russell: The two resources there were muscle and what was the other resource?

Myron: There’s only one resource at that level, that’s your muscle. The top level has multiple resources, the bottom levels only have one. Does that make sense? So the lowest level is implementation. The second to the lowest level is called unification. That is you use, your resource is your management skills. You use your management skills to make money. You don’t do the thing, but you manage the people who do the thing. So you make more money than the people who do the thing, but you still have a limited income. You’re going to make somewhere on the low end, between $40,000 a year, on the high end a quarter of a million. $40,000 if you’re a manager at Taco Bell, high end, quarter of a million, you’re a middle manager,  vice president or something at Lock Heed Martin.

That’s your income window. If you want to make more money than that, like working harder in the same level doesn’t make you more money. So the next level is called communication. It’s the second to the highest level of value. Communicators are some of the highest paid people in the world. I’m not talking about people who communicate a message from their head to somebody else’s head, but people who communicate a message from their heart to somebody else’s heart. They can make, they use their words to make people feel something. You know exactly what that looks like because you do it all the time.

So you’re communicating a message. When you use your mouth to make money, on the low end you’re going to make $100 grand, on the high end you might make 100 million. Low end, 100 grand you sell cars. You make $100,000 a year. High end, 100 million, You’re an actor. You’re an A-list actor, you might make a $100 million dollars a year. You’re Robert Downy Jr. You’re a Denzel Washington. You’re an A-list actor, you’re a singer. You’re an A-list singer, you produce albums. You’re a Jay-z, Usher, Beyonce. You are communicating. You’re either an author, a speaker, an actor, a songwriter, a playwrite, or a sales person.

You launch this business called Clickfunnels even though you don’t know how to program, but you do know how to communicate the message. #justsayin. So communication is the second highest level of value and people who get really good at communicating can make a lot of money. People who resist communicating, and if I quote a friend of mine who lives out in Boise, Idaho, they just hate money.

So communication is the second highest level of value and you use your mouth to make money. That’s the resource, you use your mouth. And it almost doesn’t even seem fair, because fair is not a real concept. It doesn’t seem fair that people who talk make more money than people who move things, who have a hammer and nails, or dig holes. But they do.

I have these guys come out here and look at my roof today and the guy told me he’s working for this roofing company for 40 something years and his skin was all leathery and he had sores on his hand. I was like, oh my goodness. It’s so painful. He uses his muscle to make money and he’d been doing it for 40 years. I just thought about that just now. Sometimes people will be physically diligent so they can maintain a state of mental laziness. They won’t work hard at learning a new thing, but they’ll work hard at doing what’s already not working. That’s the kind of progression I’m taking people through.

And the highest level of value, are you ready? Drum roll please. Highest level of value is imagination. You use your mind to make money. That’s one of the resources, you use your mind. The other resource with your imagination to make money, is money. So those are the two resources you use your mind to make money with. Are there people who make money trading stocks and options and commodities and all that stuff? Are there people who do that? Absolutely.

Are there people who lose money doing the same thing? What’s the difference? The difference is how they use their mind. So your mind is your greatest resource for creating wealth. But most people, we’ve been programmed our whole life not to think. Most people don’t think. They think they think. They just think they think, but what they really do is they’re really regurgitating pre-programmed responses that were programmed to them while they were plugged into the matrix and they think they’re having a thought.

So Mind Over Money Mastery is a program where I teach you how to use the three highest level resources and the two highest levels of value and teach you how to use your mouth, mouth mastery. I teach you mind mastery and I teach you money mastery. That’s why it’s called Mind Over Money Mastery. Thank you.

Secret #30: 68% Of Your Visitors Never Even See Your Funnel...  

On this episode of Marketing Secrets, we have the last bit of knowledge Russell wants to share from the affiliate mastermind. This time it is a tip from Trevor Chapman. Here are some of the super informative things you will hear in today’s episode:

Why knowing that 68% of people leave a website before it’s finished loading is significant. How you can increase conversion just by making your page load faster. And how Clickfunnels can help you decrease your page loading times.

So listen here to find out how making your page load faster could significantly improve your conversion rates.

---Transcript---

What’s up everybody, this is Russell Brunson and welcome to the last of the secrets I want to share with you from the affiliate mastermind. This one has to do with page load times.

Okay, so I hope you have enjoyed some of the recaps we’ve shared this week. There’s one more cool thing I wanted to share with you. I’m not going to actually show you the video clip of it. But I do want to explain the concept because I think it’s pretty valid and I think it’s interesting and it’s something I’m going to be testing and it’s worth it for all you guys as well.

So this actually came from Trevor Chapman, and Trevor is one of my inner circle members who was there. It’s interesting, he was talking about doing all sorts of stuff with his funnels trying to figure things out and he ended up starting to put Google analytics on stuff to look deeper at everything. And as he was looking at analytics he was trying to figure it out and he couldn’t find someone, so he’s like, “I gotta dig deep in this and try to figure some stuff out.”

And a couple of things he found that were interesting and I think it’s worth listening to. So number one, he said that basically 68% of visitors, I don’t know if it was his page or if it was an industry stat from Google analytics, but 68% of people leave the page before it finishes loading. So they see your ad, they click on it, come over to the page, the page starts loading and 68% of them leave before the page finishes loading, which is interesting.

So he started going back in and started saying, “My page is loading too slow. I need to increase my page load speed. If I’m losing 68% of people before the page even loads, that’s 2/3rds of my traffic or whatever the fraction is on that, never even see my ad.” So he started doing stuff to lower things. Lowering the image size, lowering page size, page structure, a bunch of stuff like that and increasing how fast the page loaded. And he got his, I can’t remember how much he decreased the load time, but from 25-30 seconds down to 10 seconds, down to 5 seconds. And as he did that he 2-3x’d his income. Not by changing the page or ad or anything, just by reducing, increasing the page load time, which was super fascinating.

In fact, he kind of mocked, he teased me because the clickfunnels.com homepage right now, I don’t think I ever optimized those images, but it takes almost 30 full seconds to load the entire page, and he’s like I bet you 68% of people never see that thing. I’m like, “That sucks.” So that was kind of interesting.

Then he made another observation that for me was super fascinating. He talked about how people like me say ugly pages convert better, or your page….a webinar registration page without a video on it increase conversation rates and all sorts of stuff. He’s like, “I always thought it was because ugly pages convert better. No, the problem is a lot of times pretty pages take way longer to load.” You’ve got beautiful background images and a video file and all that kind of stuff just takes longer to load. That’s why people are leaving.

Where with the ugly ones, it’s just html code, there’s text and some stuff, they load faster and therefore instead of 68% of people leaving, it maybe drops down to 23%. You’re getting twice as much traffic just by increasing the load speed time. I thought that was fascinating and interesting. So I’m going to be doing some more testing, but I wanted to share with you guys, with everyone as your doing it, because I don’t know 100%, I take everything with a grain of salt, but I do think he’s onto something. I do think the page load time is interesting.

I do know on the Clickfunnels side, this is something that should be comforting to you guys, Todd spends time every single month trying to decrease page load speed on our side, doing stuff to optimize the pages, get the code out faster, all those kind of things so that page load is happening faster. In fact, I’ve seen over the last probably year, I’ve seen him shave across network wide, tens of millions of pages  that people view every single day on ours, shaving time off by multiple seconds.

So we’re always optimizing on our side. But you guys as you’re building pages in Clickfunnels, just know that. Know that, man if I have a background image, how big is that file? If it’s 3 megs and I got 3 of those things, that’s 9 megs just in background images. That’s not good, especially when you’re pulling it on your phone or mobile. It gets really, really bad. In fact, we just created a new tool inside Funnel University, for those of you who are Funnel U members, it should be there by the time you’re here. But it’s an image re-sizer. I had Dorel on my team build a little software app where basically you take a background image, throw it in this thing and what it’ll do is take an image that’s like 3 or 4 megs, you’ll click a button and it’ll pop the image back out, it looks exactly the same but it decreases the image size from 3 or 4 megs to like 300 megabytes or whatever, 1/10th the size.

So I’m going  back to all my old images, my e-cover image, my picture image, any image I upload in Clickfunnels, I have on a page, I’m putting back through that thing and shrinking the size of it to increase page load time. Just know, those are things you should be looking at because, man, if you can increase your conversion by 10%, 20% 30% just by images loading faster, that’s a lot of money without having to write better copy or any of those kinds of things. Just page load time.

So Trevor Chapman, thanks for bringing that top of mind to me. And hopefully everyone who’s listening on the podcast, it’s something definitely worth doing. And it’s something you should all look at.

With that said, I hope you guys enjoyed this episode of Marketing Secrets podcast. If you loved this episode, a couple of things. Number one, please go and share with those who you love. Tell them to go subscribe and listen. Number two, please read a comment. I do read the comments over at itunes.com, leave a comment and let me know. Number three, the best thing you can do to increase us, right now, last I checked we’re number 5 in the business category, if we want to be number one, it’s all about listen time. The more you listen the higher we get ranked.

So go and binge listen. Go back to episode number one, click play and let’s catch up on the last 5 years together. Basically since we started launching Clickfunnels is about the time I launched this podcast and you get to hear the ups and downs, behind the scenes. Everything we did to go from zero to over 100 million dollars in sales and it’s all free here on the podcast. You just gotta go binge listen at the very beginning. So come back to episode one, let’s have some fun and I hope you enjoy the podcast. I appreciate you guys being on here and we’ll talk to you guys soon. Bye.

Secret #29: The Secrets Of "Validation"  

On this episode Russell talks about validation and why it’s important to validate people when they have done a great job. You’ll also hear from Julie Stoian at the mastermind event talking about how validation motivated her into working harder. Here are some of the cool things you will hear in today’s episode:

How Julie helped Russell realize that he needs to be better about validating people when they do things well. Why Russell and Dave validating Julie motivated her to keep going and to work harder in the affiliate contest. And why validation is important in all aspects of life, not just business.

Listen here for that and more on this episode of the Marketing Secrets podcast.

---Transcript---

What’s up everybody, this is Russell Brunson and welcome to another episode of the Marketing Secrets podcast. This one, we’re staying in the affiliate event. I’ve got so many more cool things to share with you guys. I want to talk about a concept that was brought to my attention again called validation.

Alright so at this affiliate mastermind group we had again, our top 20 affiliates were there. And one of the people who came was an unlikely person on our leader board, I say unlikely because I didn’t know much about her prior to this, but now that I know her, it’s very likely. There’s a reason why she’s successful and I hope she knows that if she’s listening to this. But it’s Julie and if you guys watched the affiliate contest you saw it, she did awesome throughout the contest and she came in and ended up being on the top ten leader board, ended up being number 4 I believe in this contest.

She has become the first Clickfunnels affiliate to win a car, Julie Stoian and a whole bunch of other awesome stuff. What’s interesting is she joined this contest, I didn’t know these things, it was in the middle of her moving, she was in the middle of her own product launch, a bunch of stuff and she started going and she started trying to be part of this launch and help support us. Throughout the launch, first off I guess and I didn’t know this, a bunch of people were doing Facebook Live’s with me and she wanted to do a Facebook Live and I guess she reached out to Dave and asked, and Dave was like, “We can’t, Russell’s got 30 a day and we just can’t do it.”

And rightfully so, she was kind of upset about that. A little while later, other things happened and she kind of blew up and it was funny, it was the first time she’d really been brought to my attention. I was watching her videos and I was just like, man, she’s killing herself trying to help support us and I was so grateful for that. And she was upset, which always adds a little layer of whatever. I saw her video and I was just like, at first I was kind of hurt, oh man. Then I started comments and the more I started reading I was like, she said something that she kind of dropped in a comment, “He won’t even let me do an interview with him.”

I was like, “She just wanted to do an interview?” So I just posted, “Do you just want to do an interview. We can do that.” And she wrote back, “Yes, I’d love to.”  I’m like, “Okay, if that’s it, let’s just do an interview, that’d be fine.” And we ended up doing the interview and she sold a bunch of books and she kept doing it and she ended up being number 4.

And she came to this event and she was talking about the top 10 or 15 things she’d learned through this affiliate contest, which were really, really cool. I’m not going to share all of them, because obviously a lot of the stuff that was shared at the event is private for those who were there. But one of the things that was interesting is she talked about is just validation. How me and Dave Woodward on our team, how us validating her, is what got her to keep moving forward. And I’m going to show that clip really quick so you guys can kind of just hear her say in her own words why that was so important, because it’s interesting and I want you guys to hear that. And then when we come I wanted to kind of talk about that because it’s important to so many aspects of our lives. So let’s watch that clip right now.

Julie: At one point in the contest, I was angry. I was really angry because I had asked for an interview and I didn’t get one, and then I saw other people getting one that were further down the list than me and I was just, I was mad and I felt like I was missing out and my feelings were hurt, but I was angry. So I posted on Facebook that I was mad about the $20 bid, and I also didn’t understand the context of the whole Dream 100 because I’d never gotten any of the other packages because I wasn’t part of Russell’s Dream 100.

So I felt like I was in this ridiculous game where the rules were changing and I wanted their attention and I wasn’t getting it. Well Dave and Russell both validated me and from that moment on I went from “I don’t know if I want to do this. Maybe I’m going to quit.” To “I’m yours forever.” The validation that happened at that moment of being able to reach out and say, “I see you. I see what you’re doing, I’m appreciative. Do you want an interview?” I had all kinds of motivation I never had before.

So in my own business, when I see my customers or my clients floundering but they’re really trying, and I’m not talking about the trolls and the thugs and the people who are just the complainers, but the people who are really trying and they’re just drowning. That one seed of “hey, I hear you.” Can change everything and that’s what it did for me. Because I was ready to quit and then Russell and Dave reached out and I was like, I’m not quitting. It completely changed it for me when you guys reached out. I was done. So in business that matters to me, and I think that’s how I’ve created customers for life in my own business. And why I got as far as I did.

Russell: It’s interesting huh, how us validating her got her to go and do these things and to do stuff. I started thinking back about my life, in fact Brandon Fisher who’s one of our main video guys, he talked about this too as well. When I validate, or when someone validates his work or whatever it might be, how powerful that is. And a lot of time, and I forget this and I wish I was better at it. But a lot of times your employees or your spouse or your kids, a lot of times they’re doing stuff because they love you and appreciate you and want you to be happy and I think sometimes, especially in the business world we get caught up in, “What do they want? They want a raise.” And we think about that because it’s the monetary side.

But a lot of times it’s, a lot of people that’s important obviously, but what’s more important sometimes is validation, saying “Thank you.” Saying, “You did a great job.” And I’m not perfect at that. I struggle with that. I wish I was better at that. But it kind of brought it back to my attention and I feel like the team we’ve built at Clickfunnels is second to none. And I feel like one of my roles that I need to become better at is validating people and just thanking them for what they do and telling them they did a good job and things like that.

So I’m making more of a conscious effort of that, to do it more often. Because it’s been interesting, as I’ve built this company with my team, even when I said the word “I” right there, I said “I’ve been building..” I felt like that’s not true. Is that weird. I was like that wasn’t true. So let me step back, as we’ve been building Clickfunnels, because it has not been me. It’s been a team, an army of the most amazing people on earth who have built that together.

A lot of times people think it’s me because I’m the bouncing monkey, “Oh get Clickfunnels.” But I’m just one little piece of this machine that’s been growing. A lot of times I get validation from the market, which makes me feel good. People like my comments, or they comment or share or whatever and I get the pat on the back for a job well done but for the rest of the team, they don’t necessarily get that. It’s just coming from me or coming from somebody else. So I think sometimes I forget that because I get the ego boost. I mean that’s why.

Honestly though, why do I share so many videos? Why do I do podcasts? Why do I do so much stuff?  I like the validation. I like when I put something cool out there and people are like, “Dude, that was awesome.” I get that validation and I think too often I don’t give it to the people who are the rest of the army behind what we’re doing. And a lot of times my family, my kids, my wife….It was a good reminder for me, it was humbling. I hope it’s a good reminder for you too.

With that said, thanks again for listening to this episode of the Marketing Secrets podcast. If you loved this episode, if you love anything you’ve learned so far, please share this. Let other people know about it. Last I checked we were number 5 in the business category. We’ve been beating out some of the legends and we’ve been there for a long time now. And the way we get to number one is you guys sharing, telling other people about it, binge listening. In fact, the best thing to increase the ratings of the podcast for all of us is for you guys to binge listen.

So if you like this one, go back to episode number one and go through these things together this weekend and let’s binge listen together, it’ll be kind of fun. Appreciate you guys. We’ll see you guys on the next episode. Bye.

Secret #28: What Are The Rules You Filter Your Opportunities Through?  

On today’s episode of Marketing Secrets, we hear another excerpt from the affiliate mastermind. We hear Garrett Pearson go over the rules he must follow in order to see a project through. Here are some of the awesome things to look for in this episode:

Each of Garrett’s rules to follow to take on a new project, and why. And how the rules may vary in different businesses, but why it is important to figure out your own rules.

So listen here to find out what rules a project must fall into for Garrett to take it on, and why you should be doing something similar with your own business.

---Transcript---

What’s up everybody, this is Russell. I want to welcome you back to the Marketing Secrets podcast. This episode I’m going to be talking about some of the rules you need to setup before you say yes to any project.

So for today’s podcast, again this is another cool thing that we got from the affiliate mastermind group. One of my friends, his name is Garrett Pearson, he runs a bunch of cool companies, and we’re actually launching a company soon together, which I’m really excited for. I won’t ruin the surprise yet, but it is amazing and you’re going to go crazy. Should I tell you more? After you see the webinar you will want to create a software program inside of your company. That’s all I’m giving you.

With that said, Garrett came and showed the business we’re building together, kind of presented it to all the affiliates, because again, I think that every affiliate, I think every business should have a software component to it. I think you’re kind of crazy if you don’t. Of all the businesses I’ve been in, I’ve been supplements, info products, ecommerce, everything, by far my favorite business ever is software, which is probably why I love software, as you can tell.

But one thing that Garrett talked about, they have a list of rules that they, before they see a project, he’s like, “I have a new idea for a new software product every hour. If we didn’t have a filter…” and at first when he started his business, he didn’t. He’d just create everything. He said, “We created this filter.” So I asked him if he’d share that filter with everyone during the mastermind event. So I’m going to have him share that filter, I’m going to show you guys that clip right now.

His filter may be different than your filter, but listen to this because you need to create your own filter. And I struggle with it as well. So many opportunities come by and I’m like, “Yes. Yes. Yes. Yes, I gotta say yes.” And it’s like, no you have to create a filter otherwise it will consume your whole business and life. It’s something that I’m working on and so it was a good reminder for me. So I want you guys to hear Garrett’s filter, the thing he runs things through before he jumps in and says yes to a project. So let me show you that clip right now.

Garrett: We had to come up with a way to stop us from doing too much. Because you have to focus, like Russell said, you have to focus. So here’s how we stay grounded. We don’t do a software if it doesn’t pass all of these things, okay.

So is it sexy, does your product fill a need or want in a desirable, attractive way? That’s pretty obvious right? You’ve got to find something that people want. More importantly in the software world, is it sticky? So in the software world, if you want recurring billing, you want recurring revenue, you need somebody that’s going to pay you over and over again, month after month, or year after year. So is it sticky? Is it going to be difficult or painful for a client to stop using our software.

So Clickfunnels is a good example. I don’t know what Russell’s churn rate is, and that’s people that stop using it, but with the amount of users he has, that’s just part of doing business in the software world. But it’s super sticky, because if you’ve got ten funnels you’re not going to leave.

Russell: Even if you hate me.

Garrett: Exactly! You’re not going to leave, right?  So our shopper approved software, it’s a rating and review software for ecommerce companies. They start using us, they get even 50 reviews, they’re going to stay with us forever and keep paying us and paying us. So is it sticky? That’s really, really important. For example, with Allison’s, it’s definitely sexy, it’s definitely sticky because you’re going to keep using it over and over again, hopefully. So people are going to keep paying her month after month.

Can you charge recurring billing? We don’t do anything unless we can charge recurring billing. So it’s very, very important because the recurring billing is where software, as we’ve already talked about today, why it’s the 9th wonder of the world. Can you sell it via call center? Now this is for us, these can be different for you guys. We love to sell our products in a call center. So for us, if we can’t sell it in a call center…for example, where something wouldn’t work for us, if it’s $47 a month. Because we can’t sell that in a call center because our guys won’t make enough money, our sales team won’t make enough money. So if we can’t sell it in a call center, we generally don’t do it.

Can you promote it to your existing customers target market? Now this is for us, because we already have software in certain niches right. So we try to build stuff that we can sell to our existing customers, or that market. Now this software funnel is an exception, but sometimes you gotta make exceptions, right.

Is it programming excessive? If it takes us more than 6 to 8 months to develop with one or two programmers, generally we won’t do it. Is it customer service friendly? It’s gotta be customer service friendly or it’s going to be a nightmare to work with over time. So those are the things that we go through and if it doesn’t pass those, we don’t do it.

Russell: Alright to recap what Garrett said. Is it sexy? Is it sticky? Can you charge recurrent? Can you sell it through a call center? Can you promote it to existing customers? Is it programming excessive and support friendly? For them those are the filters they need to have. You don’t have to have the same filters for you. Sometimes you don’t want a call center. Maybe that’s the opposite filter, like it cannot be sold in a call center, it’s gotta be sold online. But you gotta pick your rules. These are the rules of what I’m willing to do and not willing to do.

Otherwise, as I’ve found in my life, and I still struggle with it like I said. If you’re not careful, you’ll commit to too much stuff. If you suffer from over commitment, that’s the problem. I would definitely say that I fall in this trap. In fact, it’s been interesting, in the last two weeks, two people have been placed in my life. One I haven’t seen in 16 or 17 years, a spiritual leader who I have so much respect for, but I haven’t heard from him in 16 or 17 years, and I hear from him and a couple of weeks later he’s in my office, sitting there talking to me, and then he’s gone.

And then, just today it happened again. Again, someone I respect a ton. And both of them basically said, almost word for word, said the same thing. “Russell, you gotta slow down. You need to be in this for the long haul.” I think God is telling me something consistently and I’m hearing it loud and clear and now I’m trying to figure out for myself, I’ve got to create my filters, I’ve got to create these rules for myself because as you guys can probably see, I’m running faster now. We’re doing a lot of stuff, which is good, it’s fun, I love it. But at the same time, if I’m not careful I’m going to burn out. I need to be in the for the long haul for myself to keep me happy in the long term in my life, for my customers, for my partners, for our employees, for everyone.

So just a good reminder for me and hopefully for you as well. Thanks again for listening to the Marketing Secrets podcast, I hope you appreciate it, if you do, if you learn anything please share this with your friends. Please come into iTunes, please comment, let us know. We’ll talk to you guys soon. Bye everybody.

Secret #27: DON'T Become A Person Of Success...  

On today’s episode we hear another clip of John Lee Dumas talking about a quote from Albert Einstein that taught him not to chase success. Here are some of the cool things you will hear on this episode:

Why being a person of value is more important than being a person of success. How being a person of value will lead to success. And what JLD’s 3 special ingredients for success are.

Listen hear to hear John Lee Dumas explain how being a person of value led to being a person of success.

---Transcript---

What’s up everybody, this is Russell Brunson and the Marketing Secrets podcast. I’ve got another really cool thing to share with you from our recent affiliate mastermind.

Alright everybody, this is one that I thought was really powerful. This was also a really cool strategy shared by JLD, John Lee Dumas of EO on Fire and he talked about when he was growing up he wanted to be successful. So he was doing things to make him successful. He was going to school, getting jobs, trying to become successful and somewhere in this journey he said that he heard a quote from Albert Einstein and the quote, I’m probably going to mess this up. Let’s do this, I’m going to cut to the clip so you can hear him actually say it and tell the story, because he’ll say it more articulate than I can. So let’s listen to that clip right now and we’ll come right back.

JLD: So at 32 Years old I kind of had this realization when I read this quote by Albert Einstein, which was, “Try not to become a person of success, but rather a person of value.” And I was like, I’ve been trying to become a person of success my whole life and it hasn’t really worked. So what is this value thing?

So I started really doing some research on what it meant to be a person of value and that’s when I started looking around my world saying what people are adding value into my life? And those people, really in 2012, were podcasters. I was like, these people are adding free value to my life and they’re amazing. Maybe this is something I can look at. So this is something that led me down the path of launching my own podcast so that I could then create free, valuable, and consistent content. That’s my 3 special ingredients for success. Because I deliver free, valuable and consistent content, I was able to grow an audience.

Russell: So I thought that was such a key because I know that for most of us, for me, I want to be successful and if we’re running towards success, a lot of times we don’t realize that that’s not what makes you successful. It’s figuring out how to provide value, how to be a person of value. That is the key. And when you do that you’ll get the success that you want.

There’s so many things in life that we have that problem where there’s a direct path to success, but instead of going and getting it, we go and do things on these huge loops to try to get the success we want. One of the funny ones, when I first started working with Tony Robbins, started learning all his 6 human needs and things like that, it was interesting because prior to that my wife and I had a conversation. I was out there trying to build this business, trying to do all these cool things and trying to impress her so that we would have more love and connection between me and her. And I was going on this huge route trying to get more love and connection.

I remember one day I came home and I was all excited about this stuff and my wife you could tell that she missed me and she was like, “I just wish you’d come home.” And I was like, “What? I’m doing all these things for us.” As sometimes we say. And as I thought more about it I was like, I’m doing these things for myself. I’m trying to feel more significant, more of all these kind of things so that I can impress her so that we can have love and connection. I’m going on this huge route to get love and connection where I could have just come home and gotten the same love and connection.

It’s just interesting sometimes as humans we go on this route. And I think this is one of the things I got out of the affiliate mastermind. It was just like, if you want to be a person of success, don’t pursue success, pursue being a person of value and the person the provides the most value to the audience, to the people, to become successful. If you understand that, the game changes. Hope that helps, hope you guys enjoyed this podcast. Thanks again for listening to Marketing Secrets. Please, if you like this episode or any of the episodes, share it, comment on it, love to hear it. I appreciate you guys listening and I’ll see you guys on the next episode. Bye.

Secret #26: Creating Your Perfect Listener Or Customer Avatar  

On this episode of Marketing Secrets Russell lets you listen to how John Lee Dumas describes his ideal and perfect customer. Here are some cool things you will hear:

Why you need to be able to describe your ideal customer in detail in order to appeal to them. Why it’s a good idea to make decisions based on what your ideal customer would like. And why creating a few calls to action based on your customers needs will be beneficial.

So listen here to find out what John Lee Dumas’s perfect customer is like, and how you can nail yours down as well.

---Transcript---

What’s up everybody, this is Russell Brunson. Welcome to the Marketing Secrets podcast. Today I’ll take you behind the scenes of our recent affiliate mastermind talking about building out your customer avatar.

Alright everyone, so this last week we did an affiliate event for my top 20 affiliates for the Expert Secrets book, which was really cool. We had them all fly out here to Boise, we hung out, shared ideas, talked and it was really, really cool. In fact, the next few episodes of the podcast, I’m actually going to do right here in my home office. I’m here right now and I’ve got my notebook with a whole bunch of cool stuff and there are a whole bunch of really good takeaways that I think were valuable enough to share with you.

We also happened to film the event, so I’m going to get Brandon on my team to grab some of those clips and plug them into here so you can actually see some of the footage and some of the ideas and concepts, I think are really, really important. I know the last few podcasts I’ve done have been some long ones. Some an hour long, 90 minutes, so I’m going to get back to a shorter form to share some of the really cool things.

So first I want to talk about JLD, John Lee Dumas from Entrepreneur On Fire, who is I think the number one Clickfunnels affiliate right now. He’s going to be the first affiliate in Clickfunnels to make a million dollars himself, that’s his goal and he’s killing it. He’s also probably one of the lowest maintenance, if not the lowest maintenance affiliates I’ve ever had and partners. He’s just an awesome dude, and I love him and love working with him and it’s awesome.

So he was at the event and what was cool was that we had him do some Q&A with the group and somebody asked him, “I’m building a podcast,” and the first thing JLD asked was “Who’s it for?” and they’re like, “It’s for this kind of person, this kind of person, and this kind of person.” He’s like, “There’s your problem, you need to be able to identify exactly who your person is.” And then he went into this state where he shared exactly who his dream customer, his dream client was. I’ve never in the history of me doing this business, which is now 14 or 15 years heard someone more perfectly explain their customer avatar than JLD did in that moment. And I’m so glad we got it on film. I’m going to play that clip for you right now so you can see exactly what he said.

And as you’re listening to this I want you thinking through that because that is how clear you have to be on exactly who your customer is, and that way you create your product, your podcast, whatever it is you’re doing, you match it to your customer and that is the secret. So let me show you that clip right now.

JLD: So who’s you’re perfect listener?

Audience member: Our perfect listener would be a business owner, or an entrepreneur, or a real estate investor.

JLD: So that’s really vague. Perfect listener should just be that one individual that you see as that perfect, ideal client. Because once you’ve made that step and that decision as a podcast host, everything changes. So for me, when I was trying to figure out what I wanted Entrepreneur On Fire to be I was overwhelmed because it was hard for me to find what the path that I wanted to take my listeners on.

When I really sat down and said okay, my listener, or my avatar is Jimmy. He’s 37 years old, he has a wife and two kids ages three to five. He drives by himself to work every single day, it’s a 25 minute commute to work. He gets to a cubical at a job he hates for 9 hours. He gets done with his job, drives home, it’s a 35 minute commute home. He gets stuck in a little bit of traffic. He gets home and hangs out with his kids, has dinner with his family, puts his kids to bed, hangs out with his wife and then he has a little Jimmy pity party at the end of every single night because he’s sitting on the couch saying ‘Why do I spend 90% of my waking hours doing things that I don’t enjoy doing? Commuting to a job I don’t like, being at a job I don’t like, commuting home and only 10% of my waking hours doing things that I love. Like spending time with my kids and my family.’

Jimmy is my avatar, he’s the person that, as he’s driving to work, should be listening to Entrepreneur On Fire so that when my guest is sharing their worst entrepreneurial moments he can understand that it’s okay to fail. That you can learn lessons from failure. And that when he’s driving home and my guest talks about their aha moment, he can talk about how you take an aha moment and turn it into success. And then instead of having that pity party at night by himself on a couch, he can listen to the lightning round where my guest is sharing their best advice they’ve ever had, their favorite book, their favorite resource, so he can start to put together the pieces of the puzzle.

So for me, whenever I come up to any question I have above the direction of my podcast, I go to my avatar and I say, “WWJD, what would Jimmy do?”  And I know from that one answer that that’s the way I gotta go. So if you sit down and really say hey, this really is the one perfect listener of my podcast, then you’re going to know that person inside and out. You’re going to know where  that person hangs out, what Facebook groups they’re in, what LinkedIn groups they’re in. How to advertize to them, what lead or ad is going to be appealing to them on Facebook, that’s going to get them to download it and be promoted to your show.

And again, this is you ideal, perfect client. You can probably picture right now, this person that whenever he sits down in front of you, you’re just like, “Dude, you’re like my favorite client.” And he’s like, “I know I’m your favorite client.” That’s the person that you want to be drawing in. So if you sit down and really just figure out who your perfect one ideal listener is, everything changes from that point forward and all the decisions you make are based off of that. So every piece of content you make for your podcast is speaking to that avatar, that one person. Every call to action you give, every intro, and every call to action, and every outro is for a specific purpose.

So for instance, in my podcast, Entrepreneur On Fire, you’ll hear me, I have seven rotating calls to action on my intro’s and outro’s. One’s going to say, “Hey this John Lee Dumas of Entrepreneur On Fire where I interview the world’s most successful entrepreneurs 7 days a week. By the way if you’re struggling with a goal right now, you should check out the Freedom Journal, because I teach you how to accomplish your number one goal in 100 days, so visit thefreedomjournal.com” And that will be one call to action that will bring people down one specific funnel that will result in them purchasing my journal, the Freedom Journal, for $39.

And then I have the call to action in my outro that says, “Hey guys, I hope you enjoyed the chat with Russell today. He rocked the mic as always. Oh, by the way, if you’re thinking about creating your own course, your own podcast, I have a free course called Free Podcast course, it’ll teach you how to create, grow and monetize your own podcast in 15 days.

So then they’ll go to that URL, they’ll sign up for the free podcasting course, which lead them to my free master class, which I do every two weeks live. And then the master class will lead to me pitching them Podcaster’s Paradise, which is what we have for our premium podcasting community. So every single call to action I have is for Jimmy to take him into one of my 7 or 8 functioning funnels that I have to result in some kind of revenue being generated at the end.

So I think the steps you can and should take is really nail your avatar, understand who that person is as an individual, and then start creating one, two, three calls to action that you’re using in your intros and your outros that are getting them into a beginning part of a funnel, that’s going to result in your ideal action, which might be a phone call. Which might be, whatever, you know, investigating their first dollar with your company. Whatever that result is, that’s the funnel you’re taking them in. Does that make sense?

 I hope you guys loved that. As he was talking I was trying to take notes. I’m like, oh good we got a video. It’s pretty powerful and I want to make sure you guys all know your customer avatar that clear as well. If not, it’s time to do your homework, stop the podcast and go think through that. Because as soon as it becomes that tangible, where you know who they, everything else becomes easier. With that said, thanks you guys so much for listening and we’ll see you on next week’s episode of the Marketing Secret’s podcast.

Secret #25: Road Trip Rant: It’s Time To Get Real About HOW To Have Success...  

If you’re not as successful yet as you’d like to be… I know why. This episode I went off on a 96 minute rant that’ll get you back on track.

On today’s special road trip edition of the podcast Russell talks about some exciting events coming up, some personal development rules he follows, and why it’s okay for people to outgrow Clickfunnels. Here are some of the cool things to look forward to in this episode:

The viral video by the Harmon Brothers and the kind of party that is planned for it. Why Russell thinks studying, learning and geeking out on the marketing of your product is the key to success. Why it’s okay to be greedy in the initial stages of your business. How building and growing a business is similar to making, being pregnant with, and birthing a baby. What the 3 steps toward personal development that Russell follows are. Why you need to be willing to take risks. What some Clickfunnels clients are doing that they shouldn’t and why Russell is a little pissed off about it. And much, much more.

So listen here to hear this extra long, extra informative and extra exciting episode of Marketing Secrets.

---Transcript---

What’s up everybody, this is Russell Brunson. Welcome to a special edition, a road trip version, edition, whatever you want to call it of Marketing Secrets podcast. I feel like we’re going old school, for our long time friends and followers, this is like a Marketing In Your Car.  But I’ve got a long drive ahead and I want to welcome you guys to the podcast.

Alright, alright everybody. I just started a super long road trip heading to Burley, Idaho. It is my wife’s grandma’s 100th birthday. So we’re heading down to the big birthday party. Isn’t that crazy, 100 years old! It’s really, really fun. My wife and kids actually left a day and a half ago. I had to get some stuff done, so now I’m heading down for the big party.

So basically I have a two hour road trip and was heading out the door, super excited and I’m totally unprepared. I forgot my camera to record podcasts, I forgot my little ear buds, I forgot my sunglasses. Oh well, what can you do? I forgot my battery charger for my phone, oh well I’m still excited.

So I’m heading down and I’ve got some time to talk to you guys. So I wanted to share some cool things. First off, one thing we’re working on is, as you’ve probably heard, we’re about to launch our viral video with the Harmon Brothers. They’re the guys that did Squatty Potty and Poopourri and all the other awesome things. What’s funny, everyone asks me, “Oh I want to hire them too, their stuff is awesome. How much does it cost?” and I think people think the quote is going to be like 10 or 15 grand or something, but it’s actually half a million dollars to hire them to do a 3 minute video for you. It’s not cheap.

So we paid a lot of money to get this video created and then I was like man, most people do a video and then they launch it and it kind of just, you hope it goes well and sometimes it does, but I’m like, if we’re going to launch it, I want as much oompf behind it as humanly possible. So I was like, we need to do a launch party. So that was kind of the first thought, but how do we do a launch party? I’ve never done one before but it’s gotta be just kind of like a regular party. Well maybe we should get some cool speakers, some cool influencers and affiliates out here, so who would be cool to have? Oh Gary Vaynerchuk would be cool. He’s not speaking at Funnel Hacking Live, but he’d be a really cool fit for this event.

So we called him up, he said yes. We had to pay him about 100 grand to get him to come to Boise to speak. But we’re like where in Boise is actually cool enough to host an event like this? There’s not a lot of cool hotels. So the Boise State football stadium, the big Skybox there, is kind of cool and hold 3 or 400 people.

So we’re like, cool we’ll do this. We rent the Skybox, but who are we going to invite. We need to make this really, really cool. I think it was Alex Charfen told me this, it might not have been him, but I think it was. Basically said that entrepreneurs like to create events out of everything to make it memorable for them and for everybody else. So I was like, we need to make a big event.

So anyway, it just keeps getting bigger and bigger. We can invite our affiliates, that’ll be kind of fun, we’ll invite a bunch of them. But who else can we invite that can share this video? We can invite people that aren’t necessarily our affiliates, just other influencers that if they share the video it would dramatically boost it. So okay, let’s do that.

So we set up this event, I was going to speak, Harmon Brothers were going to speak, Gary was going to speak, then we start reaching out to influencers and they’re like, “We don’t really care about people speaking. We want a party.” And we’re like, it’s going to be kind of a fun party. We’re all fun people. They’re like, “No we need a real party.” So we’re like, how do we throw a real party?

So we started just kind of brainstorming and what came out of the brainstorm was what if we rented out the actual football stadium and tried to play bubble soccer, that’d be kind of fun. What if instead of playing bubble soccer, what if we tried to play the biggest game of bubble soccer ever? What if we had the Guinness Book of World Records come and….

Anyway, that was kind of the initial crazy thought and then Dave was like, “I’m going to figure out how to make this work.” So Dave spent the next two weeks on the phone getting the Guinness Book of World Records, and then getting Boise State to let us come, and all the licensing fees and it’s been this insane project. So we got all that done. We don’t have any influencers who have kind of, we’re in this thing with a lot of money. We have no influencers actually coming. So then I was like, okay, I have to go old school. Practice what I preach.

So the last two days I’ve sat in this car and recorded almost 200 videos, personalized videos for all these influencers, which was a lot of work. We made a page, 200 pages for 200 different influencers and now Monday, we’re in the process of contacting all of them and inviting them to this huge party. Anyway, it’s been crazy and none of them may come, but hopefully they will. But regardless it’ll be a fun party. We’re going to set a world record, we’re going to launch a viral video and that’s one of the many things we’re doing.

We also have 12 events in the next 43 days happening in Boise. One of them just got done so it’s actually down to 11. Monday we have a design-a-thon where we’ve got 30 designers coming out and we’re busting out a whole bunch of new templates for the Marketplace that’s launching during the new onboarding, everything’s going live in Clickfunnels when the viral videos hits and about a billion other things. It’s crazy. The next 45 days will probably be the most stressful, crazy days of my life. But if we can pull it off, it’s going to be nuts.

I keep saying that, I did the same thing with the book launch. I think there’s something about me, I think something’s wrong, the wiring in my head where I always think that after this life will get normal again. But then I just keep stacking things on. I think part of it is just momentum, it’s hard to get momentum for a lot of people. But when you have momentum you don’t want to slow down, you want to keep riding the wave. So I feel like I’m 14 minutes into my 15 minutes of fame and I’m enjoying the ride and I don’t want to slow down, so I’m like, we just keep rolling stuff out.

We’re launching a new book, the Funnel Hacker Cookbook, this month. It’s crazy. If you guys could see what’s actually happening behind the scenes, I don’t think you’d actually believe it. Funnel Hacker TV, we started filming that because we wanted to show people, but that’s still just a glimpse, it doesn’t come close to everything that’s actually happening. It’s nuts.

Alright, so for you guys I wanted to share, because I’ve been thinking a lot about this last night as I was working super late. I was like, why am I here? It’s been two nights that I’ve been here until like 2:30 in the morning and I’m loving it. Outside of hanging out with my kids, there’s nothing else I would rather do than that. And I’m like, how do I get people to where they’re this passionate about what they do and their business and what they’re selling?

I did a podcast a little while ago talking about the number one trait I found between entrepreneurs who are successful and those who aren’t and the biggest trait is that the ones who are super successful, they’re the ones who are extremely passionate, not just about their product but about the marketing of their product.  They start geeking out on the marketing. That’s the key. Those who obsess with the marketing are the ones who have the most success, which is why for me it’s been a big deal, that’s why I wrote the Dotcom Secrets book and the Expert Secrets book, and why I do the events. All the stuff I do is because my goal is to get you guys, I want to make marketing and sales fun. If this is something that you guys, if I could make this the entertainment. To study and learn and geek out on the marketing, then that’s been my mission on this earth.

Because when I was learning this stuff, it was exciting for me but honestly it was kind of boring. The people teaching and talking about marketing, yawn, they were boring and I had to wade through a lot of boring crap and now I’m trying to make it exciting. I’m trying to bring my raw passion to you guys and I hope I’m doing my job. I’m doing my best. Because if you get pumped up and fired up about the marketing of your thing, then that’s how you get the ability to make money, free yourself, and give you the ability to not just make the money but impact more people and serve more people and th

Secret #24: How To Grow From 10 To 100 Employees  

Behind the scenes of how we were able to profitably grow our company without taking on any capital.

On this special episode with Brent Coppieters from Russell’s team, they talk about some behind the scenes things that need to be figured out while you are growing and scaling your company. Here are some of the cool things you will hear in this episode:

How Brent has figured out how to structure teams with leads to make everything as efficient and smooth as possible. Why they hire Clickfunnels users to work on support teams in Clickfunnels. And why Russell wants everyone near him to max out their tax brackets.

So listen here to find out some important behind the scenes things you have to think about when you’re in the process of growing your business.

---Transcript---

Hey everyone, this is Russell Brunson. I’m here today with Brent Coppieters on the Marketing Secrets podcast.

So everyone, I got a really special podcast for you today, I’m so excited for. Right now, where are we at?

Brent: Kauai

Russell: Kauai, Hawaii. This has been our backyard for the last week, and we’re heading home tomorrow, which is kind of sad. But I wanted to get Brent in here to help you guys out. Because obviously in the Marketing Secrets podcast I talk a lot about the marketing stuff, and Brent has been with me now for over a decade. How long is it actually?

Brent: Eleven years at the end of July.

Russell: Eleven years, dang that’s crazy. So that’s when you started? Was anyone else here when you first got started officially?

Brent: Anyone who’s here now?

Russell: Brittany? Was she here?

Brent: Brittany came in after. I don’t think anybody else who was here before I started is still here.

Russell: So Brent’s been the longest, long term person, except Doral maybe. Doral in Romania. We got a Romanian. Our backlight is kind of lit, it’s hard to see us. Brent’s been around for forever and done tons of different roles. Right now he runs the entire operations of Clickfunnels so I wanted to have him kind of talk about the stuff because it’s a big part of growing and scaling a company that we don’t talk about a lot.

But first do you want to talk about your back story, as far as getting into this whole thing. It’s kind of a funny story.

Brent: How much back story do you want?

Russell: We should move over here to the couch so you can see a little better. So I met Brent at church initially. Do you want a pillow?

Brent: Yeah.

Russell: That’s how planned these things are. What was one of the first impressions, about this whole business, when you got introduced to it? Because I know a lot of people got through that, especially spouses or friends or potential employees or partners that don’t know this world at all, it’s kind of weird at first.

Brent: Yeah, I had no idea. I was at, met Russell through a church function and didn’t really know what he did. When I kind of thought he made money on the internet, I initially thought eBay, he sold stuff on eBay or you know, I had no idea.  I really couldn’t understand. So he had some of the business partners and friends that he kind of worked with at the time and I kind of pulled those guys apart and was kind of asking those guys, “What does he really do?” and one of our mutual friends, he knew that I didn’t understand so I talked to my wife who said, “I don’t know what this Russell Brunson guy’s doing, but it is freaking crazy.” Our friend was sharing the numbers that Russell was doing.

He was going to University, I was going to school as well. He was making more money than my parents combined income was, more money than they had ever made. So I was like, I gotta find out what this guy’s doing. So, like any friend, we invited him and wife over for dinner on a Sunday afternoon. So I just started asking him really carefully, “What are you doing? What exactly is this?” And he just kind of started sharing what he was up to, what he was doing. Obviously he doesn’t brag about what he’s doing, the success he was having and he was having tremendous success.

After they left, we had a good dinner and visited and then they left. I couldn’t sleep for three days. My head was spinning.

Russell: I ruined him.

Brent: You did, I was screwed at that point. After that happened I couldn’t fathom the success. But what was more important there was the value he was providing the world.

Russell: Was that before or after all our kids, we had twins and they had their first son the week before. I can’t remember if it was before or after.

Brent: We had met you before, we’d been friends for a little while. I think that we had our kids and you guys moved right after that.

Russell: All I remember is we had our twins we were in the NSU for two weeks basically. So we rented a hotel room in the hospital and just hung out there and goofed off, and I remember he was coming. “Don’t you have to go to work, or what are you doing?” He thought I was going to go…

Brent: Yeah, I told my wife, “We gotta take dinners over there or something, we gotta help them because they’re in the hospital with these twins because they can’t leave and he can’t work because he’s in the hospital.”

Russell: Little did they know the internet was working.

Brent: I had no clue.

Russell: So that was fun, so then a little while later, Brent started working for us. Initially it was affiliate management for how many years? You did that for a long time.

Brent: Yeah, like 8,9 years, roughly. The hats were always being moved but…

Russell: It’s a small company, you do a lot of everything.

Brent: Yeah, so probably 8 years to really focus on business development, affiliate management and partners and stuff like that.

Russell: And, just so everyone knows, I recently on the podcast had the presentation I gave from Funnel Hacking Live, the One Funnel Away, about the stories, and I talked about Brent in that and it made me cry in the middle of my presentation, it was kind of embarrassing. But you were here for the good and bad. When we went from 5 employees up to 100 and back down to 5 and all the stress up and down. I’m curious, honestly why you didn’t leave when everything collapsed and crashed.

Brent: That’s a good question.

Russell: I don’t know the answer either.

Brent: You’re going to get me vulnerable. Working with an entrepreneur, especially Russell, you know where their heart is and there came a point where he was trying to help too many people. He was employing a lot of friends and family and people that he wanted to provide opportunities for and that was great to a certain point. But there was a point there where the business changed a little bit, evolved and we were needing to make some changes with it. And those changes wouldn’t allow him to support everyone he was supporting.

That was very difficult for him. My wife and I, we cared and loved Russell and Collette and their family. We came to a point where I didn’t want to be a burden, I knew he was stressed and worried about taking care of people. I had a conversation with my wife, where I said I would rather keep our friendship, than have him feel stressed about supporting, having an opportunity for me to keep working there.

So one day I kind of came into your office, and had a real chat. I probably said some things that, I wanted him to understand how important what he was doing was, and also I wanted him to understand that I was okay to leave. I didn’t want him to feel like he needed to provide for me. I would be fine to figure things out. I just wanted to make sure he was okay. Because it was at the point where you were helping so many people, really one hiccup you could have lost everything. All your savings was going back into the company and at some point you just can’t keep doing that.

Russell: Yeah, I got really scared, but somehow we pulled it around.

Brent: Pulled it around and obviously you had to make some tough phone calls and decisions that changed the company at that point.

Russell: Basically we had to, we had 100 and some odd employees, we had all these wrestlers working for me, we had let go the whole wrestling team. We had to downsize. We shrunk from a 20,000 square foot building to 2000. It was rocky and scary but it gave us the ability to refocus and figure things out. Remember we went on a couple trips where we were trying to figure out who were the people still having success in our market. We jumped in a plane traveling to different people’s offices. We spent time with Ryan Dyson and Perry Belcher, trying to figure out what they were doing. With Alex Chafren, what they were doing. People who were our friends, just kind of used this time to figure out what’s actually working today and how do we shift our business model and change everything.

It’s funny how much pain there was during that time. We flew to London. How important it was for the transition for what became Clickfunnels and everything else.

Anyway, so many fun stories we could talk about forever. But we don’t have time for all those things. What I want to talk about a little today is, probably a year into the business when we first started growing, it’s funny I got a message today from Alex Chafren, he’s like, “You sound so calm.” Probably because we’re here in Hawaii but he was like, “I don’t know any other person running a hundred million dollar company that’s as relaxed and able to respond to people.”

Anyway, when we first started, we didn’t know what we were doing. It was just kind of like, we know how to sell stuff. Started selling Clickfunnels, it started growing and all the sudden all sorts of new headaches came up with that. From a software standpoint with Todd and we brought in Ryan and they had to deal with infrastruct

Secret #23: Two Marketing Tricks From Some Old School Marketers  

There’s no school like the old school…

On today’s episode Russell talks about plans to use what he has learned from TJ Rholeder while on an anniversary trip in Hawaii, in his business once he arrives home. Here are a few interesting things you will learn in this episode:

How Russell is able to still learn while on an anniversary trip with his wife, and make plans for business once he’s home. How Russell plans to use the 50,000 letters a week rule in his own business. And how he plans to add urgency and scarcity to his core products.

So listen here to hear Russell’s upcoming plans for his business, or watch the video version so you don’t miss out on the beautiful scenery of Kauai.

---Transcript---

What’s up everybody, this is Russell. Welcome to today’s episode of Marketing Secrets, that is in the rain here in Kauai.

Alright everybody, I want to welcome to today’s episode of Marketing Secrets, it is raining on me right now. I don’t know if you can see that over here, if you’re watching the video version.  But it’s beautiful here and I wanted to do an episode, this is going to be really good, I’m going to come and hide under the bush or something. I’m just going to sit here and get wet, it’ll be more fun this way.

Anyway, we’ve been in Hawaii almost a week now on my 15th anniversary, which is amazing being married to my beautiful wife, Collette for this long. I’m trying to get to do an episode with you guys, hopefully on the flight home or something, on what it’s like living with and being married to an entrepreneur. We’re trying to pick our keynote speaker for this year’s Funnel Hacking Live, and it’s funny because we got tons of people voting for everybody. Somebody posted Oprah, and someone put Russell’s wife and my wife got more votes than Oprah, which is pretty exciting. So we’re trying to get her at least to jump on the podcast. So that’s the goal and the game plan.

What I want to share with you guys today, the rain’s gone that fast, but there’s birds right behind me. Let me clean my phone off real quick. So what I wanted to share with you guys, I’ve been listening to a whole bunch of cool marketing stuff between the long drives around the island, all the cool stuff we’re doing. The course I was listening to was TJ Rohleder and if you don’t know TJ, he’s one of the legends in our business. He is one of the direct mail kings in the Bizop world, and he’s become a friend. We had him speak at one of our events a while ago, which was amazing.

What’s interesting, the course I was listening to was How To Become Super Rich in the Opportunity Market. He teaches people how to  make money in the teach people how to get rich market. What’s interesting, as I was listening to it, if you read the Expert Secrets book, I talked about three core things you gotta do to build a mass movement. Number one you gotta have the attractive character, the attractive leader. Number two you have to have a future based cause. Number three you have to have a new opportunity.

What’s interesting is as I was listening to this, he’s talking about how to sell opportunities but basically if you’re doing a mass movement the way we’re talking about, it’s always a new opportunity. Everything he’s talking about, the opportunity is the way he positions it is how to get rich, how to make money, here’s the opportunity market as he calls it. But in my mind every market is the opportunity market. So I’m going to see if I can interview TJ and dig deeper in that because his stuff was brilliant, it was all targeted towards selling people stuff, how to make money. But if you look at it from the lens of the Expert Secrets book then it kind of works for all of them. Because every single opportunity, everything you’re selling should be a new opportunity. So I’m going to try to see if I can do that.

Plus, TJ launched his company, he lives out in Kansas and he actually bought a hospital and renovated the whole thing and that’s where he runs his company out of, an old hospital, which is kind of cool. I kind of want to go down there and see his whole operation. It may come to an episode of Funnel Hacker TV soon. Where I go down there and tour his hospital and see his whole organization. In the last ten years they’ve sent out 9500 different direct mail campaigns, which is crazy.

Some people will get on his list and they might get between 2 or 300 letters in the mail per year, depending on what sequence they take, what offers they say yes to and no to and all sorts of stuff. Super inspiring.

But what I want to talk about is a couple of core things I learned from him that I think are really good for all of you guys. The first one is not from TJ it’s actually from a Bill Glazier thing I was listening to. So Bill was partners with Dan Kennedy at Glazier Kennedy and he was my marketing dad for five or six year that I was in his inner circle. And one of the things that was cool that I was studying from Bill this week, he was talking about how at the very beginning of the year they have their big thing. So they do two events a year, they did InfoSummit and Super Conference. For me, I do Funnel Hacking Live, that’s my big thing.

They said they categorized all their promotions based on the importance. So number were their two events, number two was this, number three…they had it all mapped out and mapped out the entire year, the promotional schedule at the beginning of the year to make sure they fill the events and all these other things fit in there.

I was thinking about that, and I don’t know about you guys, but I’m not super good at mapping out my promotional calendar and schedule and things like that. I kind of just go week by week, month by month and do stuff. And what Bill does in this course, and it’s an old course, but he maps it out and then they do everything. So It started thinking about this and at one of our inner circle meetings, Justin Williams was talking about with his stuff now, as you guys know if you’ve been listening to our podcast for any length of time, the two magic things that marketers have are urgency and scarcity.

So he started doing with his is, he re-launched courses throughout the year and he’d open and close them. So he’d have the urgency and scarcity close. That’s where most of the sales always come in, during the closing of the thing. Also if you listened to when Stu launched Tribe, he’s talking about Michael Hyatt when he launched his membership site, the big secret they had was opening and closing. So twice a year they’d open up the membership site and then it was closed. I started thinking about that and I’m like, right now most of our programs are open all the time, which is good. But the urgency and scarcity is not there. So I think what I’m going to do is start calendaring it out where twice a year our things are available.

So twice a year people can buy our certification program, twice a year people can join Funnel University, twice a year they can get Fill Your Funnel, twice a year….all of our core offers are only open twice during the year, and they’re closed down other than that, which is kind of fun. It gives us the ability to have urgency and scarcity and build up the hype and the buzz, and it gives me each month, something to focus on. This month is Funnel U month and we’re going to open and close it. The next month is this, we’re going to open it and close it and all content and all things can be related back to that one thing.

So that was the first thing I kind of started re –thinking through when I was listening to Bill Glazier talk about how they structured their promotions around their events. That’s the first cool thing. Now with TJ, a couple of cool things that he does, I think it was good for me to hear again, it’s good for all of you guys to hear again.

So TJ is in the business opportunity market, mostly through direct mail. He has 50,000 letters he mails every single week. Week in and week out consistently, they know 50,000 letters will go out every single week all for new customer acquisition. New customer acquisition, 50,000 letters every single week. And that’s just the schedule. I think for a lot of us we get in this thing where we have these front end funnels, these break even funnels where we bring people in, then we have our monetization funnel. So I think a lot of us, we create a really good webinar funnel let’s say, and then that becomes our focus. And then that’s it, we’re driving traffic and that’s the business.

TJ if you look at this again, he’s got his frontend lead gen offers and he’s mailing 50,000 pieces a week. He said at his peak, he was selling a $50 course from his frontend lead gen stuff, and he said he would spend up to $500 to sell a $50 course.  From there you go into all the backend funnels and the backend things he was selling. But he had this consistency of 50,000 pieces every single week.

I started thinking about that. He’s mailing 50,000 new names every single week, what’s the equivalent of that for my business? I need to make sure I have something consistently doing that every single week to one frontend offer. He talked about one of the big things also is he’s not mailing 2 things or 3 things to that 50,000. They have one offer, the hottest converting one and that’s where they drive all their energy, all their money, everything.

And for us, I think all of us, we have our hot offer, we need to be spending as much as we can to get people into that thing consistently every single week. Just knowing I spend 50 grand a week, or 10 grand a week or a thousand bucks a week, whatever it is for you, into that frontend thing. If you break, if you think about this, break it down, there’s kind of two sides to this, or three sides depending on how deep you want to get. We talk about this at this upcoming Funnel Hacking Live, but there’s a process.

Secret #22: Beware These Two Things...  

These two things are probably keeping you from charging what you want and selling what you want.

On this episode Russell talks about people pushing their own purchasing decisions on you, and why you shouldn’t do that. Here are some of the awesome things you will hear in today’s episode:

Why you shouldn’t push your own buying decisions on your customers, because people spend money differently. And why you need to be willing to spend the amount you are asking others to pay for your product. Hint, it all has to do with karma.

So listen here to why you gotta spend money to make money and why you should never force others to spend money the same way you do.

---Transcript---

What’s up everybody, this is Russell. Welcome to a special Hawaii edition of Marketing Secrets podcast.

Hey everyone, my wife and I are in Hawaii right now, Kauai, actually, on our 15 year wedding anniversary. Well next week is technically our anniversary, but it’s been 15 years so we’re here with some of our friends who it’s also their 15 year. It’s been really great. We didn’t do a hotel this time, we actually AirBNB’d it, so I don’t know if you can see back here. I’ll show the AirBNB for those who are watching on Marketingsecrets.com you can see the video. If you’re on the podcast you can’t see this, but it’s crazy. This is the AirBNB we rented. It’s 5 or 6 thousand square feet on this private beach.

We have our own beach and we’re here right now hanging out. My wife just got soaked by a wave, we just got done getting massages. I’ve been kind of MIA for a little bit. I’ve got some content going out while I’m gone. Last week I had scout camp so I was gone for scout camp all week and little access to anything. And then this week I’ve been in Hawaii. I should have done, I was going to do some more stuff but you know, trips, it’s really difficult for me to unplug, and now that I’m unplugged it’s really difficult for me to plug back in, to be completely honest.

Anyway, it’s definitely interesting, but having a good time here. There’s dudes out kite boarding, I don’t know if you guys ever kite boarded before, but I’ve always wanted to kite board, so I may try that. It would be kind of fun actually.

I hope it’s not too windy for you guys to hear me. I was trying to figure out what I should share with you guys here to kind of give some inspiration or some thought or an idea for how you can better market your business with the things you’re doing. So I was thinking about that, what’s something that would be the biggest value for you guys and I think one of the biggest problems we have, and I’ve seen this ten times since we’ve been here in Hawaii, is that they place their own ability, the way they make their purchasing decisions on other people.

For example one of the things, I had a GoPro here, and I brought the GoPro and I had the little handle, but I forgot the little screw thing that screws the GoPro to the handle, so we go to the store. I was like, “Hey, I need to buy one of those screws.” And they’re like, “Oh, we don’t sell the screws.” I was like, “You have those handles right? Give me a handle then.” And he’s like, “But you just need a screw?” I’m like, “Yeah, but just give me the handle, I’ll just do that.” And he’s like, “Dude, it’s $47 for the handle, if you go down the road, two or three streets down there’s a place and they might sell screws there.” and I’m like, “No dude, just give me the handle.” And he’s like, “But it’s $47.” I was like, “I don’t care, I don’t want to drive two or three streets down the road to find a place that might sell a screw.” For me, the $47 is so much cheaper than the opportunity cost for me to go do that thing.

It was kind of funny and so many things happened like that. We tried to buy something, or do something and people are putting their purchasing decisions on, they would never do that, they’d never spend an extra $47 just to get a screw, because for them they’d do all these other things. I think a lot of times we get caught up that way with our customers. In fact, I’ve had people before be like, “They’ll never buy that.” I teach them in Expert Secrets and they’re creating the course and they’re like, “No one would ever pay $997 for that. No one would ever pay $400 for that or $500 for that.” Don’t put your purchasing decisions, the way you’d logically do things on somebody else. It has nothing to do with it.

You have to look at what your customer wants. If you create something they really, really want where what you’re creating is worth more than what it is you’re getting in return, the money, then they’ll buy it. If you create something that sucks, it’s not going to happen. It’s got to be something that’s amazing.

So many I think that people don’t sell stuff, or they don’t sell stuff for what it’s worth because in their mind they’re like, “I don’t think I would want to pay for that.” Which is another problem, it’s a mental thing you gotta get over as well. You’ve got to be willing to buy stuff too. But it’s just interesting how that’s such a barrier.

I remember when Justin and Tara, in our inner circle and Two Comma Club winners, when they came to inner circle, they had their real estate program, they were selling for $2000 and they paid $25 grand to join my inner circle and the first meeting all I basically told them is they should sell a $25,000 thing and they’re like, “My people won’t pay that.” And I’m like, “you paid it.” And they’re like, “Huh, we did pay you $25,000.” They valued that, they didn’t value the real estate education much because they already know it, they already do it. But the education they wanted they were willing to pay for that. And because they were willing to pay for it, they were able to ask for it.  So they sent an email off to their list and sold 18 people at $25k the next week, it was crazy.

But it was just a little mindset shift. It’s interesting, I have a lot of people I know who will try to sell a thousand or a ten thousand, or a twenty five thousand dollar thing, but then they’re not willing to buy that from somebody else, and I think there’s a lot of incongruency. It’s really difficult to sell a $25,000 thing unless you’ve bought one before.

A big reason why I joined Dean Graziosi’s and Joe Polish’s group is because I know in the future I’m going to have a 100k group and I wanted to make sure I’d be willing to invest in myself that much before I ever asked somebody else to. It’s the same for you. It’s this weird karma thing, if you’re not willing to invest in yourself and your business, it makes it a lot harder for people to invest in your business. I think the reason why it’s easy for me to sell books is because I buy a lot of books. I love buying books, so it’s easy selling books. People who struggle with that, they’re like, “I never bought that in the past.” Well if you’re not going to buy it, then you’re not going to love it.

I buy, I probably shouldn’t say this on camera, but I spend 2 or 3 thousand dollars a month on supplements, depending on the month and if I’m refilling and stuff. So for me it’s easy to sell supplements because I buy a lot of supplements. There’s congruency and a lot of things that people don’t have.

So make sure that you’re buying stuff. Make sure that you’re not putting your buying beliefs on other people. These are all such important things. Check out this little swing from our tree here. But, these are just things that I think are important. There were probably 5 times while I’m here in Hawaii, where I just wanted to strangle people who are trying to place their buying decisions on me and I’m like, “Let me give you money. I just want this thing. Quit trying to talk me out of it.” It’s crazy.

So that’s what’s happening here in Kauai, Hawaii on our anniversary. We’ll be heading home next week, so by the time you watch this I’ll probably be home and back at it, which is exciting. We’ve got a lot of things coming up. The viral video we created with the Harmon Brothers is launching on September 15th. We are throwing an epic party which we are streaming everywhere, so you guys will be able to go see it. But we’re really going to try to set the Guinness world record at the launch party, with a whole bunch of influencers and other stuff. It’s going to be so crazy.

It was funny, we were planning this and Dave Woodward had all these crazy ideas that we’re really logical or possible, and that’s where greatness usually starts from, an idea that’s not logical or possible. And then he went and figured out a way to get it done and now we’re going to be doing it. So it’s crazy. I’ll share more details as it gets closer. But that’s kind of what I got for you guys today. So beware of putting your purchasing decisions on other people. Number two is beware of asking people to purchase things that you aren’t willing to purchase.

And again, if you’re a real estate coach you’re probably not going to buy real estate coaching, you might if you’re like me, I buy every marketing coaching program on earth. I’m obsessed with it. But I also invest in other things with those types of dollar amounts, it’s not incongruent for me to ask people for those things as well. Because not investing yourself is really painful and hard and annoying to try to get people to invest in your stuff. The money universe doesn’t work that way very well for whatever reason. So anyway, that’s what I got you guys. I hope you’re enjoying your day as much as I am, and we’ll talk to you guys all again soon. Bye everybody.

Secret #21: Does Being An Expert Really Help Grow Your Company?  

I got a whole bunch of questions this weekend about this topic and I want to give you my two cents.

On this episode Russell talks about listening to John Reese’s new podcast and people thinking he was talking trash about Expert Secrets. Here are some things you will hear in this episode:

Why despite a difference in opinion, Russell thinks that he and John Reese are both right about having (or not having) a personality on the front end of your business. How having a personality in your business can 10x your sales. And why an Amazon business is a good choice for someone that doesn’t want to be the personality at the front of a business.

So listen here to find out why Russell doesn’t believe that John was talking trash, and how can both be right.

---Transcript---

What’s up everybody, this is Russell Brunson. Welcome to the Marketing Secrets Podcast, this is a short one you’re going to get in the jeep while I’m going to grab my kids from the last day of scout camp.

Alright everyone, I wanted to shoot you guys a quick message because I have been up in the mountains for the last almost week now. I got a sweet beard. So those that can see my beard line, this is why I can’t invest in a beard oil company, or grow a beard for that matter. I don’t know why, I’ve never been able to. My brother’s got a beard that’s thicker than the hair on my head, so this is the best beard you are getting from Russell.

I wonder if I were to buy Rogaine and rub it on my beard parts. Sorry, I’m going back and forth in this little cab in the road with cars everywhere. Anyway, if it would actually grow in thick, I should try it someday, but I won’t because I don’t really want a beard to be completely honest.

So my message for you today, I’ve wanted to throw this in. So I was just in my buddy’s cabin and I tapped in the internet for a few minutes and got all these messages flying in and seeing what I missed in the last week. It’s funny, I got a bunch of people who messaged me about my man, John Reese’s podcast. So hopefully you guys are listening to it, if not go to iTunes and search the Wacky Minded John Reese. He is the dude who is the first guy to make a million dollars in our market. He is the one that inspired the Two Comma Club Award, and he has inspired so much of what I do and is someone who I appreciate. He has become a friend and he’s been a mentor and he’s just pretty much the man, so it’s worth it. Go search the Wacky Minded John Reese and plug in. He’s posted two podcasts as of today. I listened to both of them yesterday and they’re awesome, I love it.

But I got a bunch of people messaging me saying, “Did you listen to John’s podcast, at the very end he was totally talking trash about Expert Secrets.” I was laughing because I listened to the whole thing and at the end I was listening how he was talking about how he doesn’t believe people should need to be a personality and things like that to be successful in their business.

It’s funny because at that same moment, I Facebooked John and said how much I appreciate him and his podcast is amazing and stuff. Obviously, I look at things from a different angle than John does, it doesn’t mean anyone is right or wrong. That is what is so cool aobut this business. Marketing is, I always tell people this, it’s an art and a science. The science is the structure, like pages and all that kind of stuff that we talk about and geek out in our funnel world. And then the art is the stuff on top and people do it different ways and different business models require more or less of those types of things.  So it kind of depends on what you’re trying to do and what you’re creating and things like that.

So the reason why I wrote Expert Secrets and why I’m so obsessed with the Market is because I believe in it so much. I believe that personality and connection with the audience are what people are craving. I think you can add an expert front end to any business and dramatically scale it, and we’ve proven it over and over and over again.  And it’s awesome.

John was basically saying you don’t have to have that, and I think his message is right because a lot of people struggle because they’re not that person, they don’t want to be the personality, they don’t want to blog and Facebook and podcast and do the dog and pony show that I do every day. And I totally understand that and respect that. But what I am saying and proposing from an Expert Secrets standpoint is that if you do, you will take what you have and blow it up and catch it on fire.

I believe that I can go into any company that is a product based company focusing on traditional stuff and add an expert front end and at least 10x those companies. In fact, that’s a challenge, I want somebody to take me up on that. So I would say first off, John is right. Second off, I’m also right. So it’s just different ways to look at it.

John’s background is not, he talked about the podcast, he didn’t like being in the front and being all those kind of things, which I totally respect that. But when he did, he made a million dollars in a day, just saying. So there’s something to that, there’s power, the connection you can get with somebody blows things up, right. The connection is what gets people to share videos and gets people to talk about it, gets things to grow and all those things. Without that connection it’s harder to get, not impossible. In fact, I told someone, a peer wanted to start a business and asked me what I would recommend for them and just because of their personality, I told them they should start an Amazon business, that makes more sense for them in this spot in their life and personality. In an Amazon business you don’t have to have all those personality things, right. Just get a good product, a good price, a good description, images and doing the stuff to get it ranked.

If you want to take that and blow it up then I would find someone, if you’re not that person partner with somebody who could become the personality and use that person’s personality to blow it up. Because I could take any Amazon product off the shelf, tie it to a personality and 10x it overnight. That’s the power, so we’re both right.

I just wanted you guys to know that I still love John, even though he probably wasn’t talking about me specifically but people as a whole. So with that said, these guys all think I’m weird because I’m the one guy out here podcasting while they’re all scouting it up.  Anyway, take that for what it’s worth.  Alright, so I love John, love his advice and those of you guys who are nervous about the expert stuff, you can start a business that way, just know that this is how you amplify and scale and build a mass movement of people who buy over and over and over again. People connect more with people than brands.

I hope that helps and that’s all I got for today guys. See you all later, bye everybody.

Secret #20: You're One Funnel Away - Part 2  

You’re just one funnel away…

On this special two part episode you will hear the second part of Russell’s “One Funnel Away” presentation from Funnel Hacking Live. In this episode you’ll hear:

How Russell nearly lost everything when his merchant accounts closed. Why Russell didn’t know he hadn’t paid Payroll taxes in a year and could have gone to jail. And how Russell turned it all around and along with Todd created Clickfunnels.

So listen here to find out how Russell went from nearly bankrupt to amazing success with Clickfunnels within just a few years.

---Transcript---

Hey everyone this is Russell again. Welcome to the next episode of Marketing Secrets. This is part two of the One Funnel Away presentation.

I hope you enjoyed yesterday’s episode. If you did like it I hope you have shared it and told people to go listen to it. Today is going to be the exciting conclusion of Russell’s bankruptcy and failure stories. I hope you enjoy it, it should be a lot of fun. Listen to it online at marketingsecrets.com, you can watch it, there’s a video there, you can share and see the actual presentation there as well. I hope this helps you, hope it gives you faith and hope in what you’re doing, what you’re creating and where you are trying to go with your business and people’s lives you are going to serve. With that said, enjoy my failures, I hope you guys have a good time with it, see you guys soon. Bye.

Now the pros and the cons of this. The pros, this is really, really awesome. As a beginning entrepreneur I was like, we nailed, lets scale this thing. I probably shouldn’t have done some of this stuff, but we got excited. If this worked here, we should hire more people. We started this and we went from this little thing with 5 or 6 of us to 2 years later we had about a 100 people operation, where this is the model we were doing. Cd’s calling them on the phone, selling coaching, having continuity and it grew really big.

During that time there were some really positive things that came from it, some negative things, some ups and downs, and I’ll share a lot of those things. One cool thing is that while this was happening and it was going really well, my name got out there, so I got a chance to go speak a lot, which is cool. I’d seen a lot of other people speak from stage, and this is where I’ve told you guys this story, anyone who’s gone from Perfect Webinar, I spent about 2 1/2 , 3 years on the road going to seminars, standing in front of a bunch of people like this, talking and trying to sell something and nothing happening, it’s a really horrible feeling. Has anyone done that before?

My first presentation was on a stage like this, probably had 300 people in the room. I did the presentation and tried to do what speakers do and close, hope everyone runs to the back. Nobody budged and then the guy forgot to turn the music on and it was crickets and I was just awkwardly walking off the stage, and then running. I was so embarrassed, when you have those events that are multi-speaker events and all the speakers are selling and everyone is bragging about their numbers, I knew that I didn’t want them to ask me my numbers, because not one person signed up, so I hid in my hotel room. I remember ordering coconut shrimp and Haagen Dazs Ice cream for every meal for the next two days, while I hid in the room eating it and watching movies because I didn’t want to go back downstairs. It was really bad and awesome at the same time, because coconut shrimp and Haagen Dazs is awesome.

But I did that and learned how not to sell and then I started learning from some amazing speakers and people, learning the process and how it works. All the stuff we talk about in the Perfect webinar, all the stuff we talked about day one, about creating belief and breaking belief patterns. All those things I learned on the road in front of people on stage. It was scary, but it was such a good time for me to learn it and understand that part of the process.

As we started to grow, I wanna make sure I cover all the cool things, we had a bunch of different offers we came out with. One of the ones that was more successful for us was a front end offer like this, called Micro Continuity. How many of you guys remember Micro Continuity? This is awesome. So this is the one, it’s probably 8 years ago now. We put it on an MP3 player from Hong Kong, it had 6 hours of this training and that was the funnel we put through.

We kept creating front end funnels to get people into this program and it worked awesome. We grew the company from nothing to 3 or 4 million dollars a year and it was doing awesome. At the time I started looking at other people in my industry. Hopefully one of you guys will get a good idea from this one. I had this funnel, we talk about the value ladder, I had this really cool value ladder here and I was ascending people up and I realized that I was the only person in the market that had a real value ladder. Everyone else was kind of doing stuff down here and that was it. I was the only person selling really expensive stuff.

So I started calling my friends. I called Mike Filsame, “Hey man, all of our customers, we call them and sell them these $5000 things, and lots of people buy that. You should do that.” And he’s like, “I don’t want a call center.” And I was like, “Do you want us to call your customers and sell it?” and he’s like, “Yeah.” So we hooked up with Mike and became his backend. I called up Frank Kern and same thing, we became his backend for a little while. We started calling up a whole bunch of people and then we started becoming the backend. So all these people had frontend funnels and we became the backend for a lot of them. That’s how we took the company from 3 or 4 million dollars to 10 million dollars and it became really big.

I was going to say big and fun, but I don’t think it became that at all. It became really big. We had 100 employees, we had 60 people on phones in a big, huge call center. We had 20 people doing coaching for all the things we were selling and then had about 20 people driving leads and customers and stuff like that. It got really big, and I don’t know if you guys notice this, but I’m really good and selling and stuff, but really bad at the management of stuff. I was not good at managing all these people and it kind of started getting too big.

This is about the time, I was telling you guys, if you read the Dotcom Secrets book, I started waking up and was like, “I do not like what I created.” I got so excited that I started building this thing and then one day I woke up and was like, huh, do I really want to do this?

I think half the conversations I have with inner circle members when they first come in is this, “Do you really want to build this business? Yes, that would work, but sometimes it’s horrible when you get there. Think it through. What do I actually want to do? Who do I want to become? Who do I want to be when I grow up?”

Luckily during that time, it was probably one of the most painful times in my life, but looking back now, it was probably one of the most important times in my life. We had this huge operation and everything was working and then one day in January, literally 11:30 in the morning, one of my sales guys came in and said, “I’m trying to run a credit card and it’s not working. I’m not sure what’s wrong.” I’m like, “That’s weird. Try one of the other merchant accounts, maybe there’s something there.” then someone else came in, “Hey all the continuity orders are failing, I’m not sure why.” Three or four people came in and I’m like, “What’s happening?” I logged into the backend system and not….at 11:37 or something like that, every sale stopped. No sales.

I was like, what is happening. I was freaking out so I called our merchant account company and there’s a busy signal. I call again, busy. Call again, busy. I can’t get a hold of anybody and all the sudden I start hearing from friends. “Dude, everything got shut down. Are you still able to process?” I’m like, “No, what’s happening.” “I don’t know, I don’t know.”

And soon I found out that it wasn’t me, I eventually found out that it was 3 or 400 people at the same time. Anyone who was doing any kind of continuity stuff, the merchant accounts basically came in and said, “Look, we think what you guys are doing might be illegal and we’re shutting all of you guys down and you’re guilty until proven innocent.” I was like, “What? I’ve got 100 people that I’m feeding. 100 people and their families, it turns into 100’s of people. You can’t just stop processing.” Finally after an hour I get through to somebody and the lady on the phone says, “Yep, we shut you down. Good luck ever getting another merchant account ever again. I gotta go.” Boom and hung up on me.

I was like, “What?” at the time I thought I had diversity. We had 9 merchant accounts, all through one company, different merchant accounts but all through one bank. I found out that is the equivalent of having one. Which is why I’m a big believer now in having multiple merchant accounts in multiple different banks, which is a lesson hopefully for everybody. If you don’t know Alex Rowe yet, I don’t know if Alex is in here. But meet Alex, he’s the man who can get you hooked up with lots of merchant accounts. He’s done that for us, he’s amazing.

But it was bad, finally we got a hold of these guys and I’m trying to figure some things out. Basically they said, “You’ve got to prove that you are a good guy.” So we went through, it took us two weeks for them to go through all our stuff, look at our documentation, look at all of our stuff. Two weeks, and they came back and said, “You’re right. You’re doing everything clean, everything is above board. We’ll turn your merchant accounts back on and you’re good to go.” I’m like, “Sweet.” And during that time, when there’s t

Secret #20: You're One Funnel Away - Part 1  

You’re just one funnel away…

On this special two part episode you will hear the first part of Russell’s “One Funnel Away” presentation from Funnel Hacking Live. In this episode you’ll hear:

What the first product was that ever made Russell any money and how he only had to pay $20 for someone to write the software. How Russell first hired employees and what he learned about having to actually pay them. How Russell and his first team were able to make $55K in a two week period just in time to save Christmas.

So listen to this first portion of Russell’s story, and don’t forget to come back for the second half.

---Transcript---

Hey everyone this is Russell Brunson, welcome to a special Marketing Secrets episode where I’m going to let you guys see behind the scenes at one of our presentations at last year’s Funnel Hacking Live.

So this presentation is one that I was really nervous at giving, it was called “One Funnel Away” which is the whole theme of the last Funnel Hacking Live event. It’s something that I wanted to share my failures, my bankruptcy stories, the ups and the downs. Everyone here talks about the highlight reel; I wanted to share the other side of it. I don’t typically release sessions from  Funnel Hacking anywhere but this one had such a big impact on our audience and let people know that everyone, including me, especially me, has big ups and big downs, yet we’re just one funnel away from success each time. So as we’re preparing for the next Funnel Hacking Live, which will be coming live soon at Funnelhackinglive.com, I was re-watching some of the presentations and saw this one and wanted more people to have this.

So I’m going to break this up into two episodes. This is episode number one, go check it out. Leave me a comment if you like it, subscribe, tell other people about it and hopefully it will give you some hope and faith that the path you are on is right and this process is going to get you what you want and desire and let you serve other people. So that’s the game plan, check out this episode and I will see you on part two tomorrow.

Okay, so what I want to do is go on a journey with you guys, my journey, which started way back over here on my timeline, in my back story. So those who know me or have heard about me or know anything about this, initially I started learning about business when I was a 12 or 13 year old kid, sitting there with my dad watching the news and I was like, “I can’t believe he hasn’t told me to go to bed yet. This is the coolest thing in world.” And the news was on and when it ended Mash came on and I was like, “He must think I’m asleep or something. He hasn’t told me to go to bed.” I’m sitting there trying not to move, I didn’t want to let him know. I’m sitting there watching Mash with my dad, I thought it was the coolest thing in the whole world.

Then when Mash got done, he still didn’t say anything, I was like, “He’s gotta be convinced I’m asleep, this is whole cool.” Then the next thing came one and it was an infomercial, a late night infomercial with Don Lepre. How many of you guys remember Don Lepre? Yes, just an amazing person, he had an infomercial and I was so grateful for his passion and excitement, talking about what he was doing.  The infomercial was about how to place tiny little classified ads and you can make a fortune. And it was it was the coolest thing. I remember sitting there listening to him and I was like, “This makes so much sense.” I’m looking at my dad like, are you paying attention to what’s happening? The whole thing made so much sense to me.

He said, “I took a classified ad, put it in the newspaper and I made 30 dollars and told my friends and family, ‘I made $30. I started a business this weekend,’ and they all laughed at me. So then I took that same ad and ran it in a thousand newspapers the next month and made 30 thousand dollars.” And I was like, mind blown. I’ve been ruined from that day on when it comes to the world. I can’t not do something like this. I was so excited, saved a bunch of money mowing lawns and everything and eventually I bought Don Lepre’s kit on the infomercial and I read it all and learned it and wasn’t able to actually do anything though because I didn’t have the money to direct mail and things like that.

But that’s how I first heard about the direct response market. I remember after I got Don Lepre’s kit I was so excited I was at the grocery store with my mom and after we were walking out, on the checkout stand there was a magazine called “Small Business Opportunity Magazine” that a whole bunch of cartoon people on the front of it. How many of you guys have seen that magazine before? That’s it? This is the greatest swipe file of direct response ads ever.

So I didn’t know it at the time, but there were thirty things, how to get rich quick. I’m like, sweet, I want to get rich quick. That’d be awesome. So I had my mom buy this magazine and I went home. If you look at it, it’s 140 pages of ads and four pages of articles, it’s pretty awesome. I was looking at every single ad, “Oh my gosh. I can sell gold chains at the mall and make money.” So I called this number for a free info kit. Free info kit gets sent to my house. And the next page it’s like something else. Page after page, all 140 pages I called every single 800 number to request the free info kit.

And about a week later, I started getting these gifts in the mail. At first it was 2 or 3 letters, then it was 10 or 15, then it was 60 or 70 letters. And I think those companies started selling my name to other mailing lists, because soon it was hundreds of letters. And the mailman could not physically shove the junk mail in the mailbox anymore because there was so much coming in. So I get home from junior high. I’d come home and walk in the house and see it on the bar. I’d see two or three letters for my parents and Russell’s stack of junk mail. They’re like, “There’s your junk mail.” And I’d take it my room and open it and read these things like, this is so cool. And all these money making ideas.

So that happened at a young age. Unfortunately I couldn’t do anything, well I tried once. This one person convinced me that direct mail was the key and all you do is get a list of buyers who bought similar products and write a sales letter and you mail it to those people and a percentage will buy. I’m like, “Awesome.” The only problem is I can’t afford a mailing list, I don’t have any stamps or envelopes or anything. So I’d done something, I made a little money doing some chores. So I asked my mom to take that money and instead buy stamps and bring me home stamps. So she brought me home 38 stamps. That’s how much money I’d made.

I had 38 stamps and I’m like, “This is so awesome.” I used to tell my brothers and sister and parents, my parents didn’t tease me, but my brothers and sisters did. I was like, “I’m going to be a millionaire any minute now. This is going to work.” And they’d be like, “Oh, are you a millionaire yet?” and totally make fun of me. So I had these 38 stamps and I’m like, “If I can get 10% of these people to buy, that’s 3 people. If I sell a $50 product that’s $150. I’ll be rich.” I didn’t know what to do, they talked about sales letters so I was like, “I’ll write a sales letter.” So I printed it out on blue paper because blue paper they’d be more likely to read. So I put it on my parents computer, wrote a sales letter, printed out 38 copies of it. I couldn’t afford an envelope so I just folded it and stapled it.

I didn’t actually have a mailing list, so I opened up the white pages and flipped through and randomly picked 38 names, I’m like, “This is going to be huge.” So I wrote it, put my stamp on it, and all my savings and put it in the mailbox and I was like, “I’m going to be rich. This is going to be amazing.”  I sent it out, told everybody, “When this gets out, it’ll be over. I’ll be able to move out, get my own house.  It’s going to be amazing.” Unfortunately nobody responded. That was the only time I was able to invest. I didn’t have the money to buy a classified ad in the newspaper so I just kind of kept reading all this junk mail and learning from all these people.

A couple of years later I got into wrestling and forgot about making money. But there was this seed that had been planted. I wrestled through high school, had a lot of fun, got a college scholarship, wrestled through college. When I was going to college I met my insanely beautiful wife, that most of you guys….if not she’s here hiding. I met her and fell in love really quick and spent the next 3 or 4 months trying to convince her, in fact that was probably the hardest sale I ever had, to convince her I was the right one. Did you see that picture? I was kind of a geek, not going to lie. Anyway, I convinced her to marry me and it was amazing. About the time we got engaged, I realized my dad said, “When you get married, I’m not going to keep supporting you. That’s when you become a real man.”

I’m like, “What? But dad I’m wrestling.” And he’d always send me money to pay for food and stuff but he’s like, “No, if you get married, you’re on your own.” I was like, “Crap, I want to get married but I don’t want to grow up yet.” And my wife, fiancé at the time, she was working and making money and got a second job to support us and I was wrestling and didn’t have any money. I’m like, “I gotta do something.” And luckily the greatest thing in the world happened, that happens to a lot of us. I was up late at night stressing out about this and then this little thing popped up on TV, it was an infomercial.

It was this guy talking about how people are making money with these little websites and that they were doing an event at Holiday Inn the next day and you come and get tickets. I’m like, “Oh! This is it.” So I called the number and get my tickets to Holiday Inn and show up an

Secret #19: Your Own Personal Coaching Session With Russell  

Pretend this message was for you and take it to heart.

On today’s episode Russell and Steven talk about how they and others have been able to find their voice, figure out what they’re good at and be successful. Here are some of the cool things you will hear in this episode:

Why no one is really successful overnight, you just don’t see the previous work put into their craft. Why you need to figure out what part of the game you are good at and focus on that, then find others who are good at the other pieces. And also hear about some of Russell’s inner circle members who have found success and why.

So listen hear to find out what you need to do to make your business successful.

---Transcript---

Hey everyone, this is Russell. Welcome to the camping edition of Marketing Secrets Podcast. Hey you guys, I wanted to do a really special podcast today because I think for some reason that a lot of people thought this whole entrepreneurship business was going to be easy and they’re going to get rich quick and all these types of things and the reality is, it’s hard. It’s really hard, especially the first two or three years.

You’ve got to find your voice, create your brand, build a movement, create products people actually want, figure out what you’re selling and how you’re selling it. There’s a lot that goes into it initially and I think that sometimes we get seduced by how quick and easy it is. Because overnight success stories of people making a million dollars in five months, come on the back of three or four years of work and effort and time.

Recently one of our coaching clients, they’d been struggling, and I saw they were doing the motions and weren’t having success and I realized that the reason was they hadn’t put the time in ahead of time. I sent them a voxer, about a 15 minute vox message that went over this. I edited out from that message all the stuff that related to them, because it doesn’t matter who they are, but it was a message that I think everybody needs to hear and should hear. Because you have to realize there’s a lot that goes into it. Maybe there’s another business you can start, maybe you can go start an Amazon business or things like that where you just need to buy a product and post it and that’s how it is, but if you want to be a leader, expert, change the world, it takes time.

People go to school for 12 years to try to get a job that pays them 50-100 grand a year. If you’re trying to become a multi-millionaire, you think that’s going to happen overnight. It takes energy. So I want you guys to listen to this voxer, hopefully it’s a coaching call for you. Think about the effort you’ve got to put into it, the team you need to build, who you need to become to have those huge successes. Another thing I talk about, a couple of people I mention. Anthony, I’m talking about Anthony DiClementi from Biohacking Secrets. I talk about Kaelin, if you look up lady boss weight loss, you’ll see Kaelin. I mention a couple of other inner circle members by name, I may not have said their full name, but that’s who they are, so you have some context. But listen to this voxer, use it as a personal coaching call for yourself and I hope that it gets you excited and fired up to put in the effort you need to take over the world and change people’s lives, so there you go, talk to you soon.

Steve Larsen:  Hey what’s going on everyone, this is Steve Larsen and I work for Russell, I am his assistant and he’s asked me to go and clean up a lot of this podcast. So as you listen to this episode, just know that Russell is answering the question, “Really, if I’m just one funnel away, then how much farther away is that funnel?”

Russell:  Yeah, I don’t know all the answers ever, but from my experience, I think you’re seeing people’s highlight reels and you’re not seeing the rest of it. Things can be short-cutted, they can speed up, but Anthony for example, if you knew Anthony’s whole story, it wasn’t like he became this Biohacking kid. Anthony was my coaching partner for three years and he was barely scraping by for three years in the weight loss market going hard and heavy targeting weight loss and women.

Weight loss is by far the most competitive market on planet earth. So it’s like to be successful there you have to be super, a very unique angle, or have an amazing story, or deal with the best sales people, or best copywriters, or whatever to dominate. Anthony tried weight loss for the 3 ½ , 4 years that I knew him and struggled, struggled and for him to have success we had to shift from weight loss into a completely different angle, blue ocean, biohacking thing, and that’s where he’s finding success.

But in that time, if you look at his story, he came down with Lyme disease. He spent two years biohacking himself on his deathbed trying to figure out how to survive. After he figured it out he went on this mission where he literally, I love Anthony because his heart is so big, I would say conservatively he probably coached a thousand people in three years, most of them for free because he couldn’t afford it because he just loved people so much and cared so much about them. And that’s how he found his voice, how he has so much certainty. When you talk to Anthony, it’s just absolute certainty. So people plug into that. Abosolute certainty.

When people follow me, with this thing that I’m good at, I have absolute certainty. I have no wavering doubt. They plug in because Russell is certain, so I need to follow that. But that certainty doesn’t come by positioning or posturing it, it’s by putting in that work ahead of time and just mastering it to the point where you just know. That’s Anthony’s journey.

Kaelin’s is different. Kaelin has such an amazing story, how much weight she gained, lost, and she happened to become one of the best sales people ever. I don’t think there’s any, there’s very few humans on earth that have become a better sales person than Kaelin, which is why they’re dominating that market. She’s so good, clear on her messaging. She’s one of the best I’ve ever seen, she’s dominating there.

Caleb’s got, he’s not an overnight success story either, he’s young but that dude grinds more than anyone I’ve ever met. Insane amounts of hours and time and effort and by the time he was 13 years old he’d read more books than I had. He had done hundreds and hundreds of Facebook Lives before anything started hitting. That kid’s put in 10,000 hours plus before he’s 15 years old. That’s not what you’re seeing. You’re seeing, he’s a 13 year old kid, he’s successful. He didn’t just step into that. Some people do, some people are insanely talented, it doesn’t make any sense. It does happen, but for most of us, it’s not that way.

I didn’t make a penny online for 2 plus years, and the next 5 years were hardly anything, it took 7 or 8 years before I found my voice to be able to be in this market and have certainty where I felt that. So how do you get that absolute certainty? It’s by putting in the time, by doing that.

Steven: I actually am the coach for the Two Comma Club Coaching program, and I love it, it’s so much fun. It’s fun to see because I’ve been doing this game now for about 4 years now, and for the first several years, I actually made no money with it at all. I was with anything about funnels, business entrepreneurship in general, and all I knew was I wanted to be an entrepreneur and I started putting my head down and working and did everything from stalks and options, real estate, commercial and residential, I went and did ebooks, door to door sales, I did telemarketing. I did everything and it was all with the back drop of wanting to be an entrepreneur and provide value in the marketplace and go do this stuff.

And I failed my face off. It was one of the most humiliating things in my entire life. My wife and I were living on loans and college. And because my wife was basically the spouse of the suffering entrepreneur, and I didn’t want to be that story and it turned into this really painful experience. But I literally was listening to Russell’s podcast, I was listening to these other entrepreneurs and their podcast. It was honestly them and YouTube motivation videos and all this stuff that just kept me going with it. And just the sheer belief that it would work and mad obsession over the topic.

If I could turn around and tell myself some things now, it would certainly be that I really wish I would have spent more time crafting my voice early on. I like what Russell’s mentioning inside of this podcast right here, telling that you’ve got to figure out the voice. And the way I did early on was by regularly publishing. I would get out there and I would just speak. There was a time, after I read Dotcom Secrets, I went and I was like, “Hey I know enough to at least teach someone else.” And I literally held a 3 hour, free class inside of a stranger’s home. They had all these people there, friends and family, and I recorded the whole thing and that became my first info product.

I didn’t know that’s what it would become. It was just pure obsession over the task, over the topic that kept me going with it. So number one, one of the biggest things everyone struggles with when they start doing this thing is they have to find their voice and if they can’t find the voice, where do they draw the line in the sand? Where does the polarity come from? Where’s the passion? Where’s the stories and the background? And if you’ve never spoken before or put yourself out there before, you’re never going to know how those things actually fit together. It’s awkward for a lot of people who are just starting out inside Two Comma Club Coaching because they have never figured those things out, they don’t know what that’s like.

So not only are they trying to create a brand new product, number one. Not only are they trying to c

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