Episoder
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Step 1 starts with the bat-signal calling everybody to the bat-caveā¦
On todayās episode Russell talks about how he is using Trello and a bat signal to make all of his amazing ideas come to fruition. Here are some of the awesome things you will hear in this episode.
-Find out how Russell is using a bat signal to get his ideas out to his team.
-See how Trello is going to help keep Russellās ideas organized so that every member does their part.
-And find out how you can make a similar system work for your own team.So listen here to be let in on this awesome new system for getting Russellās ideas out of his head and turned into funnels.
---Transcript---
Whatās up everybody? This is Russell Brunson and welcome to the Marketing Secrets podcast.
Alright everybody, Iām heading into the office today for a fun filled day. Itās going to be short because itās almost Christmastime and we thought it would be fun to do something out of the ordinary. Everyoneās working their butt off and at the end of the day weāre going to leave early to go and see the Star Wars movie, which Iām freaking out about because I havenāt seen it yet. I want to see it so bad. Everyoneās got the positive and the negative reviews and all that stuff, and I donāt care what they say, thereās no way Iām not going to like it. Iām so excited.
So Iām pumped about that. Also, we have an acupuncturist whoās coming into the office to poke people all day. So Iāll be going through a session today, which Iām excited for. I donāt know how acupuncture works, but I had a miraculous healing from it one time, so Iām a big believer. And Iām not even hurt, I just feel like I want more people poking needles into my body apparently. So thatās exciting.
But what I want to share with you is the most exciting thing of all. So excited. Itās funny that weāve grown as big a company as we have, with the fact that Iām not the best systems person in the world. Iām a big believer in it, just not ever been good at it. And Mr. James P. Freill, who is amazing. In the inner circle and been my friend for probably 3 years or so now. He came in originally and set up our Trello system, and it worked really good for a week, and me as a bad manager of it, it kind of fell apart. I hired him again later, he came back and set it up again, it worked for a while and then fell apart.
And then the third time I did it, so three times heās helped me set this process up and the third time it lasted longer and then eventually kind of fell apart as well. So eventually I was just like, you know what, how about we just hire you to actually come and run this thing for us. So we hired him for the next six months and he literally moved to Boise, like a block from the office, which has been really fun.
And now heās living next to me as weāre doing everything and systemizing everything. And what weāve been focusing on is something I think everybody should do. Because as you know, youāve listened to my opinion on this before, your business is not the thing that you do or sell, the business is the marketing of the thing you sell. So I think every company, the real company is your own marketing and advertizing agency. That is the company. And then what you sell is incidental, it doesnāt really matter. I can plug in chiropractic, I can plug in dentistry, I can plug in supplements, it doesnāt matter. Your business is the marketing.
So I was like, we need to build a marketing agency where we are our only clients. So we build this marketing agency out and thereās a funnel building team in the agency and thereās the traffic team, and itās been really fun because heās going through all the stuff weāve been doing for the last decade that we redo every single time and heās been trello-izing it and systemizing it and all sorts of stuff.
But the biggest thing we realized, when I have an idea, itās like the idea, I have that moment where itās like the flood of inspiration. And for me, I donāt know if itās this way for everybody, Iām assuming that, I wasnāt this way when I began, but the longer Iāve done it and the more Iāve immersed myself in it, when I have the idea, I see the whole thing in my head. I donāt know if that makes sense. Itās not a vision, I donāt know, maybe itās a vision. But itās like, as soon as the idea comes, all these connections, all the things, everything Iāve learned and done and seen over the last 15 years in this business, itās like as soon as the idea hits, I see perfect clarity what it looks like. I know, I see it really fast.
Then I freak out and try to explain it to everybody really fast, which is why I talk so fast, because Iām trying to get it out of my head before I forget it. Iām trying to explain the whole thing. And usually, whoever is closest to me, I grab and I explain it. So usually itās Daveās there, Melanieās there, sometimes Daveās there, Stevenās there, whoever. I just grab people and Iām like, āAHHHā and I freak out and tell them the whole thing.
And everyoneās excited and we go and run and do our things. But then we try to relay that to the next part of the team and then next part of the team. And eventually itās like, playing telephone booth and everyone forgets and then, even Dave and Steven who were there initially, theyāre like, āRemember on the white board we doodled this thing.ā And theyāre like, āWhatās that square again for? I have no idea whatās actually happening. I remember you had a squiggly line here that was really important, but it just looks like a squiggly line now and Iām not sure exactly was it is.ā And we always try toā¦we lose all this stuff.
So weāre like, man, how do we capture that moment of inception when the first big idea hits? How do we capture that so we donāt lose it? So in our trello process system now, itās so cool. Weāve done it twice to test it out. But we literallyā¦the way it works is like step one we have the aha moment, this is the idea. And the second we have that, I log into voxer and thereās a group with the entire agency in the voxer group and I literally send them the a gif of the bat signal. So boom, they get that which means, āoh my gosh, Russell had an idea. Get to the bat room.ā
So then we set up the Zoom room, which is a Zoom room, we call it like the bat line or the bat cave or something like that. So as soon as I set out the bat signal then everyā¦then Iāll send out the direct link to the bat cave, then everybody who is able to jumps on. And then right there I open the Zoom Room on my computer, from a white board Iām like, āOh my gosh guys..ā and I explain the whole thing as it happens and it records the whole thing.
So the whole thingās being recorded and I go through the whole thing and anyone whoās able to come, comes. And obviously not everybody can come every single time. But whoeverās there comes, we explain the whole thing, we get excited, and I map out the vision on the white board, I explain things and then when Iām done I break down, āokay hereās the whole vision. I need so and so to do this part, so and so to do this,ā and I explain all the different pieces. And then when itās done, I stop the recording, upload it dropbox, post it in trello, hereās the vision and then hereās the, I take a picture of the whiteboard, hereās the whiteboard of the vision, hereās the video of the vision. And then I vox that out to everybody who may have missed the call. Here it is.
And then that happens and the person on our team who does the project management stuff, which right now is James and John, but eventually weāre going to be bringing in somebody full time to do this part, then goes and watches it second by second and basically builds out all the trello cards based on the vision. And then everyoneās got their stuff, trello cards, deadlines, everything. And it just all magically happens and it is the coolest thing in the world.
So we did it twice, two days ago and then yesterday. Weāve done two bat meetings. These arenāt like new aha moments, but itās like new funnels weāre relaunching, so everyoneās got a little piece of this puzzle that I have in my head and weāre all working towards it, except for now everyone knows the whole vision.
And itās insane, just the clarity, for me and I think everyone on the team has now, itās just like, āOh, thatās what Russellās talking about.ā Or people are like, Iām watching the office when I walk around, theyāre rewatching the video like, āOh, thatās what heās talking about.ā Or like, āIn minute six of the video you said this, what did you mean again?ā And then I can, itās just really cool. Itās simplifying our process, Iām not repeating and re-teaching and re-explaining and re-showing things a million times.
Oh, and the other cool thing is after we got the whole thing done, then Jake on my team, heās taking my whiteboard doodle and then he actually is going into Photoshop or illustrator or whatever he uses, and if you got the Funnel Hacker Cookbook, you know the little images of the pages and funnels, heās actually building out a map for the funnel I sketched out in that , so we have a pdf of the actual map of what I doodled out, but itās very specific. Like, āHereās page one, page two, page three. Hereās the email sequence. Each sequence is here and goes to here.ā We have an actual map weāre building off of as well, as opposed to some doodles I gave out.
Anyway, itās just getting really, really cool so Iām excited. Weāre systemizing the crap out of everything, weāre speeding up our processes, weāre making it so we remove me from a lot of the things Iāve been doing, just because theyāre stuck in my head, and getting out into a spot where other people can help facilitate it. And it feels good, it feels freeing, it feels exciting.
So thereās an idea for those of you guys who are trying to figure this process out and trying to get the vision from your mind out to your team. Do a batman meeting like weāre doing. Send out a bat signal, bring them all to the bat cave, record your ideas, and then youāve got it archived as everyone starts building and driving traffic and all those other pieces that come with it. Thatās it, Iām excited.Anyway, I heading in right now, Iām going to get some acupuncture, work on some funnels, Iām probably doing the batman meeting, we have four projects weāre trying to do by the end of the year. So Iām doing four bat meetings to catch everybody up, then weāll have all our marching orders before the end of the year, then Iām heading to go see the new Star Wars. So excited. Alright guys, thatās all I got. Appreciate you all, have an amazing day and weāll talk to you guys soon, bye.
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Late night coaching session with my son Dallinā¦
On todayās episode Russell teaches his son Dallin, and the listeners all about the concept of supply and demand. Here are some of the cool things you will hear in this episode:
Why Russell decided to teach Dallin about supply and demand after he saw a pair of Airpods on Amazon for $850. Why supply and demand of Tickle Me Elmo dolls several years ago caused some parents to take back their own kids Christmas gifts.- And how you can use supply and demand to boost sales for info products or supplements or anything else.So listen here to find out how to use supply and demand to make more sales and more money.
---Transcript---
Hey everyone, this is Russell Brunson. Welcome to the Marketing Secrets podcast. This is a special audio episode just for my audio friends. This will not be on video. Iām in the car right now driving to the grocery store with my son, Dallin. Dallin, how are you doing tonight?
Dallin: Tired.
Russell: Heās a little tired, itās late. We forgot we have to have treats. Heās always tired though. Heās a growing boy. He asked me a question. I said, āDallin, weāre going to answer this on the podcast.ā So letās queue in some music and weāll come back and weāre going to share with you guys something very important for you to understand about supply and demand and Christmastime.
Alright everybody, welcome back. So Dallin came in the car and we were talking about headphone buds. Do you want to tell them what you told me, Dallin, when we were getting in the car about how much cheap headphones are versus these ones?
Dallin: So I was looking up how much the ear buds cost for apple, because I was looking at the iPhone 10.
Russell: Heās talking about the airpods that are super cool.
Dallin: And I looked up on Amazon, usually Amazonās amazing, and it says itās $850!
Russell: $850 for the Amazon headphones. He said, you can buy regular headphones for $5. And I pulled out those headphones out of my pocket, because I actually love those a lot. If you donāt have them you should get them.
I said, actually these sell for $100ā¦
Dallin: Not from Amazon though.
Russell: Not from Amazon, and Iāll tell you why. I just explained this to Dallin. So I wanted to explain it to all of you guys, who Iām sure understand this but this sets up a teaching lesson I want to have here in a second.
So if you look at the pods, if you look at them theyāre $150 on Appleās site. But the problem is it takes two or three months to ship to you. So if you buy them and plan ahead itās $150, but if you didnāt and itās Christmastime and youāre like, āAh, my wife, my girlfriend, my significant other, my kid, they need airpods, theyāve been asking all Christmas.ā You try to buy it and you go to Apple and theyāre like, āWeāre not going to deliver til May.ā And youāre like, āWhat, Christmas is in December.ā And theyāre freaking out. So they have to go look for other places, so they go on Amazon and they find people that had the foresight to know that people were gonna not have foresight. So they take their Apple Airpods that they bought for $150 and jack up the price for $800 on Amazon. And the people who are slow have to pay the difference.
So I was about to tell Dallin about Tickle Me Elmo, and then I said, āWait a minute, we should share this story on the podcast.ā So Dallin, here is the lesson of the story I want to tell you. And everyone can listen in on this.
So when I was a kid, it was right when Elmo came out. Sesame Street didnāt used to have Elmo. When Elmo came out, everyone, I remember being a kid and being like, āElmo is the coolest.ā He was just so much cooler than all the other muppets and we all loved him. And then one year for Christmas they came out with this, they called it Tickle Me Elmo. You guys have Elmo dolls now, but this was like the original Elmo one, where itās a doll and you tickle it and itāll giggle. And that was ground breaking 30 years ago.
Dallin: Heās scary.
Russell: Heās a little scary. So anyway, everyone wanted Tickle Me Elmo so the company that makes him, itās the law of supply and demand. They made so many Tickle Me Elmoās, and that was it, that was all they made. I donāt know the whole story behind it. But basically there was a lot more people that wanted them. Everyoneās kid wanted them, it was all over the news.
So Tickle Me Elmo started going, youād normally buy them for like $20 and they got to $50 and $80 and people were auctioning them for tens of thousands of dollars for Tickle Me Elmo. And then other people heard about Tickle Me Elmo, and when they started talking about how there are none left. And then one of them sold on auction for $10,000. And people were freaking out, and people who already had them were like, āWell I can sell this and make some money.ā So they would take the gifts away from their kids to make money by selling them to other people and it was just crazy.
Dallin: That would be sad.
Russell: Pandemonium. So the lesson that I want to teach you Dallin, and everyone whoās listening today, is the power of scarcity, supply and demand. So when you have a ton of stuff, like if there were a billion Tickle Me Elmo dolls, nobody cares and theyāre not going to freak out and try to buy them. So the price goes lower. But when theyāre high demand form and the supply is smaller, like the airpods, thereās a high demand for them, everyone wants them. But thereās only a few left, the people who sell them can charge way more for them because they need them.
So a lot of times in our businesses, depending on what weāre selling, a lot of times thereās not typically that built in supply and demand curve because weāre selling info products or supplements, or things that are kind of easy. But you can always do things in your marketing to create the illusion of supply and demand.
A good example is Bill Phillips, Muscle Media. When I was a kid it was the biggest supplement company in the world. In fact, some of my buddies now used to work for them, which is kind of fun. Anyway, Bill Phillips had Myloplex shakes and his whole EAS supplement line. He had unlimited stuff, he could sell as much as he wanted. But they needed to create urgency and scarcity to get people to buy it more, increase the price, all that kind of stuff. So thereās a marketing campaign that I believe Joe Polish was a part of or in charge of, Idonāt know. But I heard him tell the story one time, so somehow I know itās credited back to him.
But what he did is they had two big shipments of supplements coming to their warehouse, two big semi trucks full. So they took a picture of it and theyāre like, āWe should do a marketing campaign around this.ā So they sent a sales letter back to the entire Muscle Media Magazine list that basically said, āHey, we over ordered. Weāve got two big semi trucks of supplements in the front. We need your help. Buy the excess stuff, that way we can get back to normal life.ā So they sent the letter out and they sold a ton of supplents.
And then theyāre like, āWell now we sold a bunch, so letās decrease the supply, therefore increasing the demand.ā So they took the exact same sales letter, and they took the picture of the two trucks and crossed out one of the trucks and said, āOne down, one to go.ā And then changed the letter to āone left, one left, one left.ā Then they sent the same letter out to the same customer base. All it did was decreased the supply, therefore increasing the demand and they sold more from the second letter than they did from the first.
So that is what I wanted to share with you guys. Dallin already jumped out of the car, so maybe this is a lesson for you guys. Dallin, maybe when you are 25 working in a marketing company someday, youāre going to come back and listen to this podcast episode and hear the moral of the story, but until then we should go shopping for your treats.
Alright, thatās all I got guys. Anything to tell everyone whoās listening Dal?
Dallin: No.
Russell: Alright, you heard it here first. Alright guys, appreciate you and weāll talk to you all again on the next episode of Marketing Secrets podcast. Bye everybody.
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Manglende episoder?
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A few cool stories that will hopefully re-align what you define as what you actually earn.
On todayās episode Russell talks about doing what you said you were going to do instead of trying to lie, cheat, and trick your way into money. Here are some of the other insightful things Russell talks about in this episode:
Why Russell gave back 8 figures to Pruvit, even though he had signed a contract to have equity in the company. And why itās important to only take the things you have actually earned.So listen here to find out why integrity is more important than money.
---Transcript---
Whatās up everybody? This is Russell Brunson and welcome to the Marketing Secrets podcast. Tonight weāre going to be hanging out and talking a little bit about the fact that nobody owes you anything and you should just be grateful for the opportunity.
Alright, Iām going to share with you guys some stuff tonight that I donāt normally share. Probably, I havenāt decided if I want to share normally or not. Anyway, Iām going to go into that here in a minute.
But I wanted to share one idea thatās completely not related to marketing, maybe it is. Who knows? Right now I am eating this, I donāt know if you can see this. If you guys are sitting here, Iām in my kitchen. This is my dinner. I share this because right now Iām on this, āHow to get ripped before Funnel Hacking Liveā diet with Bart Miller. Itās been funny, heās got me working out, doing all sorts of stuff, but also had me eating a very specific way.
And I knew that there was no way that I was going to be able to stick with it. In fact, the first day Dave and I, Daveās doing it with me, we both went over to the grocery store and bought stuff and it was like $50 for that one day just to eat stuff. We just bought packs of chicken breasts and broccoli and it was horrible.
And the second day, I brought turkey from Thanksgiving, you know a little bit ago. And then Dave ran out of time to buy food, so he literally had his son go and buy him packs of deli meat. So he sits there all day eating packs of deli meat. And by day two we were like, we will never actually do this, because this is too hard to actually live this way. Which Iām sure is why a lot of people donāt lose weight and probably other things in your life you donāt do because itās too hard to consistently do it.
So we went online and found someone here in Boise who cooks meals. So we gave her all the macros, micros, all that kind of stuff of what it needs to be and then everyday she literally makes us three meals, drops them off in the morning all perfectly cooked, fine tuned, healthy with exactly the carbs, macros, micros, fats, proteins, everything that is perfect to actually what itās supposed to be.
So thatās what Iām eating now. This is my third meal today and itās nice not to think and just grab it and eat. So I recommend it for any of you guys. And itās not that expensive. Weāre paying $300 a week for this, which if I was to go out one meal a week, thatās way more than three hundred bucks. This is three meals a day and plus it keeps me, all Iām allowed per mouth is what she puts into the boxes, thatās it. So just a thought. Find someone to cook your meals for you and do other things that are keeping you from getting the goals you want.
Alright, I digress. What I wanted to share with you guys today, or tonight, is pretty important I think. So it, I was going to share one thing, but thereās stories I canāt tell. So thereās been, honestly three or four situations in the last two weeks that have been insane. Itās been probably some of the hardest two weeks of my life, when it relates to the negative sides of business.
So for me, itās been funny because Iāve been trying to block it and defend it because I need to keep moving forward and the negativity of stuff can keep me or you or anybody from moving forward. So I donāt want to share those specific stories, but the way that people dealt with them was really, I donāt think right. So Iām going to leave it at that. Iām not going to go deeper into it.
But what I do want to share, I want to share something that actuallyā¦I want to share this not to brag, thatās not the point, but to show I practice what I preach. I donāt just talk about this stuff, but I actually believe it, because I think thatās important. So thatās the only reason Iām sharing this story and hopefully it will help some of you guys to think about how you deal with stuff in the future. Hopefully it will help at least somebody out there.
Some of you guys know that a couple of years ago there was a company that got launched called Pruvit. And I was part of the original team that helped launch that and I was the dude who wrote the script for the animated video. I had my animators animate the whole thing and that became the campfire video for that company and in exchange for me doing that initial stuff we negotiated some equity in the company. The equity right now, looking at where the companyās blown up in the last three or four years, is worth insane amounts of money. Well over 8 figures, probably closer toā¦..well, itās insanely a lot.
I negotiated that ahead of time, and then I was going to do a bunch of other things for the company, and just for some reason some of the things didnāt work because it was hard within the company. Network marketing companies software makes it hard to do some of the funnels and things I was planning on helping with. So that was kind of hard and then Clickfunnels was taking off at the same time, so I was focusing there.
When all was said and done at the end of the day, I didnāt do what I thought I was going. But what I did have was this really cool fancy thing called a contract that I had signed that said I owned x% of the company. The situation with the multiple people this week, it was not this same situation, it was something kind of like that. Where people didnāt pull their load and then theyāre demanding this justice. It was unjust because they didnāt do anything.
It makes me so angry and frustrated. So I was thinking about that with myself and I was like, Iām in the same situation here. Based on what I negotiated three years ago, I own x% of this company. And while thatās awesome and itās worth insane amounts of money, if Iām completely honest with myself, it is not fair. Not to me, itās not fair to them. And if I was in their situation, I know in my mind that I would be annoyed by me all the time. The very thought of me, āRussell got this thing, and he did this little thing upfront and then we havenāt heard from him in the last three years, doing his own thing, running his own direction.ā
And instead of being like, āHahahaha, I got the contract, you owe me.ā I actually actively reached out to them and said, āHey, I donāt feel like I deserve this.ā And Brian who is the owner of the company of course is like, āNo, no you totally deserve it.ā And Iām like, āI donāt and Iām okay with that. I thought I was going to be doing this, this and this for this movement and I didnāt. I wasnāt able to. Some things were because of technical things didnāt connect on the funnel side, some of it was because I didnāt have time. And I didnāt do what I was supposed to do. Itās not fair to you and I want someday when you sell this thing for you to be mad at me or angry at me when you have to give me this huge check because I didnāt deserve it, and I didnāt earn it and I donāt want it.ā
Heās like, āWell this is kind of weird. What do you want?ā and I was like, āFor what I did, I think this is what would make sense.ā And itās literally like me giving back 8 figures worth of cash and just being like, āHere you go.ā And taking something way less. Because thatās what I actually earned, and thatās what I deserve. I think he was kind of confused, then he said okay and now weāre making the transition, the shift away and Iām signing away my equity in exchange for something way less, because thatās what I actually earned, and what I actually deserve.
So thatās what I want you guys to start thinking about and doing. In a situation with a business partner or a friend or an employer, whatever it is, get what you actually deserve. Donāt get more. Thereās this weird thing inside where people think they deserve everything. Itās ridiculous, itās insane. I wouldnāt have believed some of these things if they didnāt happen to me over the last two weeks. But itās insane what people feel like they deserve, even though they donāt deserve. Because of something, they feel like theyā¦.itās so infuriating to me.
I remember I had a chance to hear this guy speak a little while ago name Nido Qubein, if you guys never heard of him, he is probably the best speaker I ever heard. I heard him probably seven or eight, longer, probably ten years ago now, at a Dan Kennedy event. And I think heās like the CEO or something of Wonder Bread and a bunch of other things. Heās an entrepreneur and he actually came over to the country with like $20 in his pocket and built this huge empire. Heās an awesome dude.
In this speech, Iām totally going to slaughter because itās a decade ago that I heard it, I donāt remember all the details, but I do remember the feeling I got and the message. But he talked about how he basically got a job as the, I donāt know what they call them in college, he was in charge of this college. The college had been struggling and he came in to turn it around.
And he came in the first week, he worked really hard for the first week and then when he came in they handed him a paycheck. He said, āWhatās this for?ā and they said, āThis is your paycheck.ā And he said, āWell, I havenāt done anything yet.ā And theyāre like, āWell, you get paid every two weeks, thatās how it works.ā So they gave him the check and he sat at his desk and said, āI did not earn that.ā
And he kept working and working. Two weeks later they came in to give him the next paycheck and heās like, āWhat is this for?ā and theyāre like, āThatās your paycheck.ā And heās like, āI didnāt earn that.ā He put it down. He kept trying to, his job, his role was to transform the university and he couldnāt do it, he kept trying and it took him a while because itās a big thing to do. And eventually, I canāt remember, a year or two years later, whatever it was, he transformed this university and had this big impact.
At the time I guess somebody came in his office and he had this stack, five or six inches tall of these envelopes and somebody said, āWhatās that big stack?ā He said, āThose are the paychecks they keep giving me, but I havenāt earned them yet so Iām not going toā¦theyāre not mine.ā
I remember hearing that and just being like, thatās the right attitude. I donāt know, as opposed to the other situations, where you try to slip your way in and if you donāt get what you want you try to sue somebody. Or you try to get a contract signed, you try to sneak in, or you stop doing what you committed to do. Or whatever that thing is. Itās insane to me.
And like I said, itās happened four times in the last six weeks. Dang. That people have done that. Where they feel like they deserve something, so theyāre threatening to sue. Or they feel like they deserve something because they have a contract, they didnāt actually do what they committed to do, all these things. Itās just so frustrating to me. Thatās not how I want to be remembered.
I want to be remembered as a person who actually got what I earned, and I showed up and did what I said I was going to do and if I didnāt do what I said I was going to do, I didnāt take what I contractually signed to because the contract said, because I know inside my heart that I broke the contract. I didnāt do what I said I was going to do.
Iām not someone who wants to come in and try to get whatās not mine through threats. Itās just ridiculous. I want to be the kind of person who someday I can tell my kids, I can tell my grandkids, hopefully someday a thousand years from now, someoneās going to watch this podcast. Someone in my posterity and be like, āWow, great, great, great, great grandpa Brunson was a man of integrity. He actually did what he said he was going to do. When he didnāt earn something, he didnāt contractually trick somebody. āwell, they got a contract so it kind of sucks.ā
No, I freaking gave it back to them because I didnāt earn it. And I took what I did earn. I hope that rings true to some of you guys. If it does it will be worth the rant for tonight. So I hope it does. And if you havenāt heard Nido Qubein speak, Iām going to try to findā¦I bought a bunch of his stuff back in the day, I wonder if I could find that presentation where he talked about that. Because it was so impactful for me just to hear that and realize thatās how we should be working.
Just because the rest of the world shows up to work, falls asleep and gets a check every two weeks. Us, the people who are producers, who are moving forward, thatās not how we should look at things. We shouldnāt be okay with that when our team is doing that. We shouldnāt be okay when people around us are doing that. We need to earn what we earn and go out there and do the thing. Thatās the goal.
And if you do work your butt off and you do, do the thing, you do earn the money. Be proud of it. Donāt hide and be embarrassed, you actually worked your butt off and you deserve it. But donāt do it the other way around. Where you trick, cheat, scam, lie, whatever it takes to get what you think is yours because itās not yours. You donāt actually deserve it. You should just be grateful for the opportunity.
So thatās where Iām leaving this one. Iām grateful for the opportunity Pruvit gave me, excitedā¦ā¦itās funny, I should be so sick to my stomach about this, but I have no issues. Iām so excited to be giving back this equity in exchange for something thatās really cool, thatās a good fit. Itās good and I feel good about it, and Iām going to sleep really, really good tonight because of that. Thatās what really matters.
So hopefully that helps somebody. Hopefully my great, great, great grandkids are watching this and they straighten up when you hear it, because itās important. Thatās what I got. Thanks guys for listening, appreciate you all. Have an amazing day, bye.
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Some awesome advice from Bart Miller as we were doing our late night walk.
On this episode Russell talks with Bart Miller from his inner circle about immersing himself in the things he does instead of dabbling. Here are some of the cool things to listen for in todayās episode:
Find out how Bart made a commitment to get in shape and ended up winning awards for body building in under a year. Hear why both Bart and Russell have been able to really commit to things instead of dabbling. And find out how you could possibly see Russell standing on stage at Funnel Hacking Live in a Speedo!So listen here to see why itās so important to be an extremist when you set a goal to do something.
---Transcript---
Hey everybody, this is Russell Brunson. Welcome to Marketing Secrets podcast. Iām walking right now with Bart Miller. How you doing, man?
Bart: Iām good, how are you guys?
Russell: Doing awesome. Weāre going to show you guys some cool stuff here after the intro.
Alright, so weāre out here, itās freezing cold out here.
Bart: It is cold.
Russell: Bartās been in the inner circle now for a year and a half and I want to talk to you about him because heās taught me some cool stuff, and I think it will help you guys as well. It makes it harder to walk and talk. Itās going to throw the whole thingā¦.
Bart: Another level here going on, I love it.
Russell: So Iām going to embarrass Bart, because he doesnāt even know what Iām going to ask, I just turned the camera on. First off, for background for those who donāt know, he runs a couple of businesses. What are the core things you usually run?
Bart: So we have an Amazon business, we have a makeup school and Russell tries to keep me as focused as possible on those two things. So weāll just say those.
Russell: As he does everything else. The other ones he refuses to tell me about because I will tease him forever.
So this is what I want to talk about. We hung out, when was it we went to Dallas?
Bart: Thatās been a year ago.
Russell: So a year ago we went down there because we working on the beauty school and we filmed an episode of Funnel Hacker TV, which actually is the next episode, I donāt know if you knew that.
Bart: I didnāt know that. Cool.
Russell: The end of the last one said, āUp next week,ā and it had that thing with Collette.
Bart: How did I miss that, I watched it.
Russell: It was after the credits. Anyway, next episode is going to be showing that whole story. It shows me wearing skinny jeans and bunch of other things.
Bart: Which was amazing, by the way.
Russell: Oh skinny jeans. Anyway, so what I think was interesting and why I love Bart so much, why I just wrote him a big huge check to come kick my butt is because after that, youāve always been into fashion but that wasnāt your thing. We talked about it, āOkay, Bart you should be doing fashion for people.ā And then he got intense and obsessed in it and just was awesome. And he basically at the last Funnel Hacking Live, dressed me, dressed half the inner circle and a bunch of other people.
Then fast forward 7 or 8 months, since Funnel Hacking Live, when was it you decided you were going to get ripped and shredded and everything?
Bart: So my son was leaving on an LDS mission, and Iāve been racing bikes for the last 7 years and I just always wanted fitness, because a lot of people think itās easy to be fit all the time. And Iām here to tell you, and donāt tell my family this, but my momās obese, my sisterās obese, my dadās obese, I know it runs in my family. Iām probably taking way too long here, but what Iām saying is, my son, I wanted to spend time with him before he was leaving and getting out of the house.
That was a year ago, so I decided I was going to start lifting, and then Russellās going to tell you Iām afraid, that Iām an extremist.
Russell: Which is actually the moral of the story, this is a good thing, not a bad thing.
Bart: So I get super extreme into things. And thatās why I hired Russell really, for inner circle to be honest with you. Weāll get into that, but anyway, I couldnāt take it anymore and I went after the best coach in the world in my space, which is physique and body building and I hired him. So I fly to California every month for a full week and I lift with him, then I fly home, implement it all and then I fly back and do more. I did my first show in California with him, did my second show in Boise. At the first show I won an overall, and 40+ category and took second in the 35+ category. So I was super, super stoked, blessed, but put all the hard work into motion, made it happen.
Russell: Awesome. Okay the battery is about to die, Iām going to grab my phone and finish this because I still havenāt got to the point of what I want to share with you guys. Alright weāll be right back.
Alright the battery died, but now we got it back. So you missed our walk, it was really fun.
Bart: It was amazing.
Russell: Went four miles, it was awesome. So I donāt remember exactly where we left off, but it was somewhere between why I respect Bart and why you guys should listen to what heās going to say right now. So my question, not my question, but my observation, I would love to get your thoughts on it, is justā¦.the battery is going to die again now. We may go back to the phone in a second here.
But itās basically, when you go into something, you donāt dabble. Some people in life, they dabble, āIām going to do this, Iām going to do this, or do this.ā Youāre like, āIām going to get fit. I canāt remember if you talked about this or not, but you went and hired a weight lifting coach who lives in a different state, you fly out there one week a month, work out with him, come back, and then you sign up for body building competitions, all sorts of stuff. It wasnāt just like, āOh Iām going to get in shape.ā And then you do it for two or three days and then you quit like most people do, including this guy right here sometimes. You went insanely all in.
I just think that that is cool and people should learn from that.
Bart: Thanks, so one thing Iāll just tell you. The cameraās on and Iām a talker, Russell knows it.
Russell: That one died as well. Weāre back again, weāre on the new phone now.
Bart: So you guys get the honor and the privilege to see Tony at his event coming up, which is why weāre getting fit. But on that note, I learned this from Tony Robins, he said, āIf the pain doesnāt outweigh the pleasure, youāll never be successful.ā At the time I was like, are you kidding me? And I really didnāt understand it.
And then he made it really clear. He said, āIf you want to quit smoking, or you want anything in life, that if youāll make something so painful, that you have to get there. Like you have to accomplish it.ā For example, if I wrote a check for a half a million dollars, letās say I was super wealthy like Russell. I wrote a check for an enormous amount of money to a charity that I absolutely detested, and if I failed at that, then XYZ could cash that check. That pain would outweigh me ever getting there.
So the pain of me getting on stage and not looking my very best was enough to, I would give up anything. I never cheated on my diet or anything one time because I knew that if I failed, I couldnāt live with myself.
Russell: Youād be embarrassed in a Speedo on stage.
Bart: Totally. Well, not in a Speedo.
Russell: And actually, by the way, when I started this process, he was like, āWhat is the thing thatās going to cause you the most pain?ā I was like, āHonestly if I ever had to get on stage in a Speedo with a black tan, that would be the worst.ā So if I donāt hit my goals, you guys will see me on stage.
Bart: Youāll see Russell doing an event. And thatās the thing, if I could you any advice, itās the same advice Tony did. So when I commit to something, I always tie it to āwhatās the consequenceā. And I shouldnāt be teaching this to Russell because now heās going to do this crap to me. This is a horrible podcast. Donāt listen to this again.
Anyway, the moral of the story is, youāve got to put something there that helps you not just get there, but youāre going to make it because if you donāt this consequence is extreme for you. If you say youāre going to have a funnel every week and you donāt accomplish that, you need to have something so serious that thereās just no way youāre going to fail doing that. And thatās what Iāve learned in my life to push me to that next level, and thatās why I did it.
Russell: Thatās awesome. So Iāve seen Bart do it twice in two different things right now, and itās super inspiring. In fact, it was like a year ago, when you came and worked out at my place the first time with Anthony here. You were just kind of doing some stuff. Then here today he was kind of taking the show, āHey Russell, do this, do this.ā I was like, dang. This is a different Bart in less than a year, which is insanely cool. But itās because you go all in and you donāt dabble. Itās awesome.
Bart: Itās like you said, immerge in yourself. Itās the same thing you teach, you donāt have to be only a few steps ahead of everybody else to be successful, but if you total immerse, itās the same thing that Tony Robins preaches, and youāre the best at it. Russell commits to things he should never commit to. I mean it serious. Have you seen his life?
Russell: My wifeās like, āWhy are you doing this?ā
Bart: Yeah, but itās the same thing Iām doing. He puts himself through so much pain that if he doesnāt get it done, he knows heāll never accomplish it if he doesnāt do it. Just like taking this challenge right now. He does not have time to get ripped for Funnel Hacking Live, letās be clear. But weāre out here at 10 oāclock at night. How many other people are sitting doing something else? And while weāre doing it, weāre creating a podcast. He utilizes time like crazy, itās insane. But he does the exact same thing that heās complimenting me for, but itās the same model he runs every single day of his life. So learn from that and youāll be super successful.
Russell: There you go guys, you heard it here first. So thanks Bart for hanging out man, and for the walk and the workout, and for, I got a sweat belt on, this is sucking all the fat out of me. Dude, Iām going to be so ripped, itās going to be amazing. And if not, youāll see me in a Speedo, which would be the worst thing ever. Letās all pray that I stick to my goals.
Bart: Hey everybody, send him really clean food, nothing for the holidays, be nice.
Russell: No junk food. This guyās going to be gone my FHL. Anyway, if you donāt have your tickets yet, go to funnelhackinglive.com. Bart, youāre going to be there, hanging out for the party.
Bart: Hanging out for sure.
Russell: So when youāre there, grab him and pay him to help get you dressed nice and get you fit, itāll be awesome. Anyway guys, appreciate you all. Thank you man, for hanging out. See you guys later.
Bart: Bye
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Be a fly on the wall during the ClickFunnels partner meeting and hear the #1 thing each of us learned on our journey so far.
On this episode we get to hear from the entire Clickfunnels partnership team. They all share the big takeaways they have received as they have watched the company soar to over a hundred million dollars a year in revenue. Here are some of the cool things you will hear.
How Russell learned that having a great partnership and team was better than being on his own. Why Todd thinks itās important to have someone who is obsessed with the product youāre selling. Why Dave thinks the Dream 100 is so important. How John prioritizes and delegates to make sure everything is done by the appropriate people. Why Brent thinks itās important to stay small and nimble as long as possible and why you shouldnāt sweat the small stuff. And why Ryan believes that constraints are not a limiting factor, but what helps you focus and succeed.So listen here to find out what the Clickfunnels partnership team members have learned that have lead the company to surpass their goal of a hundred million dollars in revenue a year.
---Transcript---
Whatās up everybody, this is Russell Brunson. Welcome to the Marketing Secrets podcast. Today is a special episode, weāre here above the ice right here, thereās hockey happening down there. But weāre in our partner planning meeting, here are all the cofounding partners of Clickfunnels, hanging out and plotting world domination. The theme of todayās event and the theme of this podcast is this:
It comes from social network, millions of dollars isnāt cool. You know what is cool? A billion dollars.
Alright everybody, so welcome back. Weāre excited to have you guys here. Weāve been here locked up in this awesome office for the last day and a half planning world domination and how to make Clickfunnels better for you as a user, how to get more of you as users, so we can serve more people, more audiences and more entrepreneurs. Itās been really, really fun. Weāve been going around plotting and scheming and planning and creating and doing and a whole bunch of really fun stuff.
So I thought weād take a quick ten minute break here and I thought itād be fun because we actually had a call yesterday with, I guess theyāre not really competitors, a cool company that we like what they do. Weāre potentially interesting in maybe buying them or whatever.
Itās funny because theyāve been watching what weāre doing, obviously and heās like, āYou guys are what, 10 million dollars a year in revenue?ā and weāre like,
āNo.ā So in case you guys are wondering, we passed $10 million in revenue year one. Weāre year three.So I thought it would be kind of fun to maybe look at this, a little bit ago, like 2 months ago we passed a hundred million in revenue. So we went from zero to a hundred million dollars in about 3 years. And I wanted to say what was the biggest aha that each of us individually got, that weāve learned in that process. So you guys get ideas from everybody inside the team here. So just a really quick intro with everybody, then Iāll share my aha and then move on.
So Iām Russell, Iām the nerd who is the dancing monkey whoās talking about Clickfunnels all day long. Thatās what I do here. This is Todd Dickerson, he is the genius that built all of the original Clickfunnels and look at that beard, so manly. Over here, this is Dave, heās all the business development stuff, heās got the retro Clickfunnels shirt on. Then over here is John, he does all of our ads, and if you see us every day on every platform itās because of that guy, so blame him. Over here we have Brent Coppieters, he does all our operations stuff and heās going to be transitioning to a bunch of our new, something we canāt talk about live or publically yet. Itās going to be cool. And this is Ryan, whatās up Ryan. Ryan is the genius who is always coding.
So I thought it would be fun to give you different peopleās perspective, because obviously weāre all in different parts of the company, lifting different parts, doing different things, so I thought itād be interesting to hear everybodyās ideas. So Iāll start with mine.
So I think the biggest takeaway, I shared this last night with these guys, is as I was growing my business initially, the first 8 or 9 years I was very, I donāt know what the right word is, scarcity mindset or whatever. Where itās like, I am Russell. I am the leader. I own the company, and all these things. And I think I had one or two deals with partners that went sour because I was like, I will never have a partner, I will only be me.
Itās funny, with that mindset and that attitude, we were able to get to this level and we kind of camped out there. And Iām lucky for me, Todd came in. Trojan horsed his way in, where he basically worked for free for an entire year, which was awesome. And then we worked together for a couple of years. I donāt even know how many years it was ahead of time, a couple of years before that, and then we had the idea for Clickfunnels. We were sitting in an office in Boise, we bought the domain, we were going to call it something different and then we finally found Clickfunnels, we bought the domain, then for a whole week we were mapping out on the whiteboard everything.
At the end of the week, and this is to kind of take you back, this is on the backend, we had 100 employees, the whole thing collapsed, we had to fire 80 people. I had to go from a 20 thousand square foot building to a 2 thousand and we could barely afford the rent. It was the most humbling, painful time of my life. I think that the Lord or whoever, whatever you want to call it, humbled me to a spot where I was willing to say yes to this. And I am so eternally grateful that I did.
But at the end of that week Todd was like, āOkay, Iām going to go back to Atlanta. Iām going to build this thing, the Clickfunnels thing. But I donāt want to do it as an employee, I want to do it as a partner.ā And the Russell two or three years earlier than that would have been like, āUm nope. This is the Russell show.ā And I would have done something stupid like that. But luckily I was at a point where I was sufficiently humble. I was like, you know what Iām going to do that.
And Iām so grateful that I did because then Todd built Clickfunnels. Holy crap, seriously. Itās insane. And then after that, thatās when we brought in these other guys as partners as well. Theyāre all rockstar people. It wasnāt just like, āIām going to give you a base salary.ā Or whatever. It was like, āOkay, come in and become a partner in this thing.ā For me itās like, as you find the right people and incentivize themā¦.If I were to ever build a company again, I would never build a company where Russellās the thing.
We went and watched Justice League last night, so maybe this is because itās in my head. Justice League, Avengers, Batman, whatever. I would literally, if I ever build a company again, the initial thought will be, Iām going to build my Avengers team, my Justice League. Iām Batman, thereās Iron Man, everyoneās got their spot. Ryanās Wonder Woman, I just want to look like Aqua Man, that dude is ripped.
But if I ever start a company again, the first thought will not be, what product should I sell? It will be what team should we assemble? And then I would carve out where everyoneās roles were going to be. Iām not going to be CEO next time, so any of you guys can pick that, Iām done after this.
But we each pick our different roles and then from there, collectively, be like, āWhat should we create? What should we build? Who should we serve?ā And then weād go from that. So my biggest takeaway from going from zero to a hundred million dollars is definitely give up control, build your Avenger team ahead of time, because Russell Brunson could have never gotten here. It took these guys and the team we built to create that.
Anyway, thereās my number one. So Iām handing it off to Todd now to share the biggest thing heās learned from going from zero to a hundred million dollars.
Todd: Whatās funny is that I was actually thinking about saying very similar things. One of the biggest things is the team. Seeing how to build a team around you and actually do things as a team as opposed to by yourself independently. Thatās how Iāve always done things in the past, on my own more or less, same type of scenario.
But I think something else that stands out to me is having someone who is obsessive about the product itself. We always talk about how marketing is the big thing, and it is. But if youāre focused on the marketing, you still need someone on your team that is obsessed with the actual product. Making sure youāre delivering the best possible thing to people. So when you sell it to them, they actually like it and they come back and want more. So thatās my other big epiphany I think that Iāve had over the pastā¦
Russell: Especially in our world. Our world, everybodyās obsessed with marketing, rightfully so. A lot of times if youāre in the marketing and product, if you do them both, itās really, really hard. I tried to build software companies in the past where I was like the marketing guy, plus trying to convince the developers how to do it. Whereas with this, you were able to run with the product and I could just sell.
Todd: Absolutely. Thatās why I think thatās worked as a great partnership. Russell focuses on the marketing and I focus on the product. And I think having that really makes a difference. Pass it on to Dave here.
Dave: Hey there. So we talk about this all the time and I cannot express the importance of it, and thatās the Dream 100. So I took a look back on everything thatās happened as far as first of all having an amazing product and then amazing leaders, and then Todd and Russell, the two of them are amazing together. I think the part for me, is I look at everything weāve built over the last three years now, is the importance of the Dream 100.
Originally Dream 100, as far as affiliates, and even most recently when we did the book launch, what I really learned a lot from that was the importance of understanding itās a Dream 100 per platform as well. So as far as your influencers, where are they at? Are they on YouTube, are they on Facebook, are they on Twitter, or are they in Instagram? Wherever they might be.
And then as recently, as far as, a new Dream 100, as far as hiring partners that you really want to end up working with long term. So for me, I think the most important thing is when you start looking at building something, is really identifying your Dream 100 and then being very, very consistent in continuing to mail out every single month to them. Establishes and builds that relationship with them, they get used to seeing you.
Itās been fascinating as weāve gone out and traveled and go to these different places and people remember the boxes and things that have been sent. And theyāre like, āOh, how do I get on that list?ā And if theyāre asking to be on the list, I donāt need them on the list, I donāt need them basically. But the reality basically says that it actually works. So I would say, in building a hundred million dollar company, and any size company I would definitely say Dream 100 is one of the most important things. John, up to you.
John: Alright, so a really interesting journey weāve been on. Itās been so much fun. One of the things that Iāve learned which is just huge, is prioritizing your time and your tasks. I mean, especially when weāre all internet entrepreneurs, weāre on the computer, itās so easy. The computer is a gateway to anything. So a huge thing for me is to, before even opening the computer, physically write down or use your phone or use something else thatās not your computer, to structure out. We all do this, Russell does this, I do this. We structure out what weāre going to do.What are the next things I need to do?
Because if you can get that basically spiritually created, if you can get that thought through before you actually begin, then it changes everything. Then youāre actually getting through stuff instead of just fumbling along. Itās so easy because weāre all bombarded with a million different things, we could be paying attention to a million different things. Only some of which are really going to move the needle.
And the other thing is, especially as you grow your team, as you get more people working with you, itās aboutā¦.So I build out that list and then the next thing I ask myself as I go through that list is, āOkay, who can do this? Who can I get to do this? Who can I get to do this?ā And that specific question, as I go through the list, as who can I get to do this, that allows me to go through and delegate as much as possible to team members, so then I become more of a leader. Because itās so easy to just be like, I could just do it all. Yeah, you can probably. But maybe you shouldnāt be doing it all. You know, thatās something to think through.
So build out that list, really think through it before you start to take action in the day, prioritize it and then go through and glean through the list and be like, āWho can get to do these things.ā Assuming youāll be doing none of them. Of course there will be a handful that you end up doing, but that way itās just a mindset that will help you get things delegated properly. Here you go Brent.
Brent: Awesome. Hey everybody, itās good to connect with you. I just want to express how much we appreciate you. Everybody who follows us, whoās obviously dedicated listeners of Russellās program. Itās funny, more and more as we travel with Russell, even locally here in the Boise area, heās getting like, people recognize him all over the place. They see the jeep, or they see him in the hallway of the hotel and theyāre like, āHey, Iām your neighbor.ā Just these randomā¦ā¦Albertsonsā¦..itās just funny.
Anyway, a couple of things. Iāve had the privilege of working with Russell for over 11 years and the one thing I think that you just cannot replace, or thatās absolutely needed is hard work. You have to be dedicated in getting this business and be willing to sacrifice what you need to sacrifice to get going. Another thing that I think weāve learned through this journey is stay nimble and small as much as you can. Donāt go out and try to lease some big office space until youāve got sales coming in, consistent sales, your business is in good shape that way.
Another thing that weāve kind of followed here in our company is weāve been slow to hire and quick to fire. Building a team, and Russellās done a tremendous job of this, obviously weāve got great partners here. And then that has extended to our team members. Again, we love all our team members. We are essentially a great family of likeminded individuals who are focused on a goal. And the leadership in this company has helped us all work to achieve that goal. So thatās been awesome as well.
So stay small as long as you can, be nimble, be humble, but you gotta work hard. Once you do those things, donāt sweat over the small things. Weāve had different variations of an employee handbook, and Iām just finally getting it out here in the next few weeks. And weāve been in business three years. So donāt stress about the mistakes. We were somewhere, we were at an event in Denver a few weeks ago, it was related to customer support, and thatās very normal. For small startups, thatās very normal. Those things just come, but donāt worry about those little details. They work themselves out. But work hard and youāll achieve that success. So I will hand this over to my buddy, Ryan.
Ryan: So I love talking about this topic, and I think itās best summarized as, āWorse is better.ā You can do a lot more than you think. Gary V told us that when we met with him on the social media side. Weāre like, āWe already do everything, we already do a ton, weāre on everything.ā Heās like, āYou can do more.ā And I think this is true on everything we do in engineering, everything we do when it comes to product. Youāve heard it in every single answer from everybody to some degree.
But I think the killer, underlining subtext to all that, is that constraints are not a limiting factor. They force you to focus, the focus forces you to prioritize, that forces you to do the one thing everyday thatās most valuable so that you can compete with somebody whoās got 40 million dollars in funding and youāve got three guys in an office trying to figure it out because it makes you laser focus on the thing you have to do every single day.
Thatās what enables you to compete at a higher level, thatās what enables, and I believe the most important thing weāve done in our culture is force everybody, from hiring decisions, to business processes, donāt worry about the handbook, donāt over complicate this, simplify this. Because those constraints are what make us as powerful as we are and what enable to be a hundred million dollar company with a hundred people.
To grow to a billion dollars with fewer resources and a fraction of the budget and everything else. Everyone else whoās competing with us, they have no idea how we do it. Theyāre all like, āWait, how many engineers do you have? How do you do this? How big are you?ā it blows their mind and I think thatās the thing they miss. Those constraints are what enable us to do it. Our weaknesses are our strengths and people see them backwards. And we see it the opposite. Thatās why everyoneās so blown away and why nobody gets it. I think thatās our secret sauce in many ways. So I love that. Thatās our thing. Thatās what I learned, that blew my mind.
Russell: Thatās awesome. Well, I hope you guys enjoyed this episode. Its fun hanging out and we just want to thank you guys so much for allowing us to serve you and serve your audience. We love what we do. Weāre obsessed, weāre passionate, weāve been up for the last two days going crazy trying to figure out ways to do it better. You know, for us, a lot of people say, āYou guys made it to a hundred million. Thatās crazy.ā Thatās step number one for us. Weāre just getting started, wait until you see whatās going to be coming out over the next twelve months and beyond. We love you guys, we appreciate you, weāre so grateful for the ability and the right and the gift we have to be able serve you guys in what you guys do. So thanks again so much for everything and weāll talk to you guys soon, bye everybody.
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Interesting thoughts after my whirlwind week.
On this episode Russell talks about whatās itās like being an introvert in an extrovertās business. He shares how you can still be successful while being introverted, just like him. Here are some interesting things in this episode:
Find out why Russell loves speaking in front of thousands of people, but can still be awkward one on one. See how Russell is able to get past his introverted tenancies to still be able to sell a room. And find out why you just need to start sharing your message and with consistency you will find your voice.So listen here to find out how an introvert is making it in this extroverted business.
---Transcript---
Hey everyone, this is Russell Brunson. Welcome to Marketing Secrets podcast. Today weāre going to be talking about what itās like being an introvert inside of an extrovertās calling. Here we go.
Alright so last week was a little bit insane. I think I only slept about 2 Ā½ hours last night and I am really excited to fall asleep. The kids are almost all in bed, but one of them is finishing their homework so Iām like, Iām going to sneak away and talk to you guys before I pass out and then go back and finish the homework with them so. Thatās why weāre here right now.
So last week there was an event that I wanted to speak at for a long time and I got invited probably about six or seven months ago. I was looking forward to it and then after someone elseā¦.I get invited to speak at a lot of events, and unfortunately I have to say no to most of them just because itās hard to leave and travel and be away from family, so itās not typically worth the investment or the time away, especially this level in the business. Itās tough because itās like, Iāve had people come back like, āHey weāll pay you $100,000 to come speak.ā And Iām like, I feel like a jerk because to be able to travel there, being there, being able to travel back, itās like, I could do a webinar and clear way more than that, you know what I mean, and be able to go sleep in my own bed at night and be with my kids that night.
So itās just tough unfortunately. But someone asked me, one of my friends, James Malinchak asked me and since I was already going to be speaking at WarriorCon, which is widespread event that I was super excited to speak at. James is in the same city. So it was like, āSweet dude. Iāll just drive over and weāll do this whole thing.ā So weāre at the event and Iām like, Iām going to be in LA, what else is in LA? Tai Lopez is in LA, we should go hang out with Tai. Justin and Tara Williams are in LA, we should hang out with them. And it turned out to be really, really cool.
Here comes Bow-dog, who has been working on his homework. Say hi to everybody.
Bowen: Hey!
Russell: Anyway, the vacation was crazy. Basically what happened is Dave and I jumped in a plane and flew out there to LA, and at night we got to the Warrior Event, so we decided to sneak in. We were at the back and we had white shirts on and everyone of the warriors got black shirts on that say āWarriorā on it. I wasnāt speaking until the next day, but I walk in and they came and grabbed the shirts and like, āGo put these on right now.ā So we put our shirts on so we could fit in with the whole cult-ture that their building over there.
It was just cool. And then that night I was going to work on slides, I was super tired so I just went to bed. Woke up in the morning and I was going to work on slides, and I was super tired so I didnāt and we went and got massages, donāt tell mom. Massages were really good. Then after the massages I was going to work on the slides, but then I didnāt. And then Justin and Tara came to lunch, we hung out with them for lunch, which was awesome. Then it was like, the ninth hour, or twelfth hour, however that works.
So I had to go get the slides done. So I went up into the room, got my slides done, saw Kevin Anderson who does all our Funnel Hacker TV stuff, he came to come film. And Brandon Fischer was there as well, he does all of other video stuff. So it was kind of cool to have those guys come out as well. They were filming the room, walking around, getting a bunch of footage and everything, which is pretty sweet. So youāll probably see some of this on Funnel Hacker TV soon.
But thatās kind of whatās happening. Itās so cool, Warrior was insane. 600 men, just insane, everyone dressed in black, it was really, really cool. I was teaching a lot of the Expert Secrets book stuff, but as I was teaching it to them I was also showing how Garret had done it. The process Garret had done to create the Warrior movement, it was really kind of cool to be like, āHereās this piece of it, hereās how I did it. Hereās what Garretās doing, hereās what you need to do.ā And kind of go through the whole thing. So I think everyone thought it was pretty cool.
The only problem, itās so bad. I started the presentation and then I come up and Garret does this huge thing to get everyone pumped up and excited and I come on stage and start my slides and my slides arenāt working. And itās like, I had done all this research to find out, the day we launched Clickfunnels, it was like 138 days later that he had launched his and it had the dates and time and all this stuff in the first slides. So it wasnāt like I could just BS my way through the first three or four slides. They had like pictures and the date and time. Iām like, āUgh. Wellā¦.ā
So it was super anticlimactic for probably, seemed like an hour, but probably the first 2 or 3 minutes. And then they came back, you know you get kind of thrown off. It took me 5 or 6 minutes to get back on and then I think the rest of the presentation went pretty well after that.
That was awesome and then we got done and we were supposed to leave to head to Tai Lopezās house, which is like a 2 hour drive I think, but also Stu McClarin was doing a charity eventā¦..this is homework, weāll talk about that in a minute. Weāre almost done bud, then you canā¦..
So Stu McClarin is doing an online charity event, so I was supposed to do an interview for that, so I jumped on at the hotel before we left. And of course the hotel internet goes out. It keeps going in and out, so itās allā¦..but we did our best there and ended up raising like $22,000 I think for that charity event, which was really sweet to help some families out that have been struggling with hurricane stuff.
Then jumped in an Uber, drove to Tai Lopezās house, they asked us when we got there, āWhatās your hard leave time?ā āWe have to leave at 11:00 sharp.ā So we ended up being there until after 1, almost 1:30 I think. We filmed to info products there, ate dinner with Tai and then did an interview with him, which if you havenāt seen yet, itās online. It ended up being almost 2 hours long, it was really good. Iām going to see if I can get it on the podcast, so I may play here for you guys to hear. It turned out really cool. If I do that I will explain some of the reason behind the podcast.
But we got done with that at like 1 in the morning. Jumped in an Uber and got to the new hotel somewhere else by 2. And then passed out and woke up at like 6 because I still had to do slides for the next dayās event. So I was working on slides all day. Then got down, get onstage at James event, closed 30% of the room on our package, did the whole thing and by the time we left, we were driving to the airport and Iām like, I just canāt keep my eyes open, Iām so tired.
We drive to the airport, fly home and itās interesting, because in those situations, Iām onstage, 100ās of people, everyoneās cheering, I love that. Thatās me, as Russell the extrovert. I love that. My calling in life and in business is like, requires me to do that, be good at that. Because I gotta stand onstage in front of all of these people and entertain and inspire and hopefully give them the tools they need to be able to move forward.
But what a lot of people donāt know is thatās not natural to me. Iām not naturally very extroverted. In fact, my whole entire life up until probably 10 years ago, when I kind of started into this business, it wasnāt even when I started this business, it was way into the business before I realized I had to start learning how to speak, talk. But I was super introverted, in fact, still am very, very introverted. But when Iām in those situations, Iām at an event and Iām onstage, it comes out of me. I love it, I really, really enjoy it but itās funny because Dave, whoās there at all these events, he told me, āYouāre onstage, youāre present, doing your thing, loving it. Then you get off stage and someone comes and asks you a question and you just shrink in this weird introverted, like you can tell Iām not comfortable in that kind of situation.ā
At James Malinchakās event, itās funny because I havenāt spoken at an event like that, where you speak and sell and people can ask you questions afterwards for a long time. And it was just tough because Iām in the back of the room and probably for an hour and a half I had people ask me question after question after question. Which is just like, super uncomfortable for me typically. And introverted Russell was really, really struggling.
And then itās funny, I got home, we took an Uber home, flew home, got back to my house about midnight and the next morning at like 8:00 we had this big church Christmas party that my wife was in charge of. Such a crazy week. So we get there and thereās you know, all the entire church, all these people, and all this stuff, and Iām there with the kids because she was stuff ready. So I bring the kids in and it was just interesting. I come in and totally introverted Russell took over. Not comfortable in that situation.
I kind of sat down at the table with my kids and thereās all these amazing people who go to church with us, that I know who they are, I like them, I like them a lot. Thereās especially a bunch of guys that I really think are just awesome. And itās so weird how much fear I have to go and just say hi to them. I hate it. Thatās one thing that really frustrates me about myself. In my element, itās easy to go out there and people come to me, because itās the brand I built. I go to events and people come and they want to ask me questions, so itās really easy. It just very naturally comes to me and I can talk to them.
But I go to these other places where no one really knows who I am, and itās just, Iām a person. Itās hard. I donāt know why I struggle so much to just walk up and say to them and talk to them. Itās interesting how much that introvert side of me, how much I struggle with that.
I remember sitting there the whole Christmas party, looking around and seeing all these amazing people, people that are fascinated by us, āI want to go talk to that person, I want to ask them a question, or do whatever.ā But I honestly have so much fear inside of me, it drives me nuts. All this fear keeps me from going and saying hi, just going and talking to them. And even when they do come say hi to me or whatever, itās just weird.
Iām really good at carrying on a conversation when people come and ask me questions, you know, but itās like, weāre on mutual ground, they donāt really know much about me or whatever, I really struggle. I always try to think, I need to be interesting and ask them questions about themselves, but Iām just not as good at that. Itās just fascinating, the contrast of the night before I was onstage in front of all these people, people chanting my name and screaming and going crazy, people crying and this whole thing.
And then the next day Iām around people that live near me and I canāt evenā¦itās interesting. So thatās a little glimpse of what it looks like to be an introvert in an extrovert position or calling. So unless you think that I got everything put together, I still get scared to death. One of my biggest fears in life is calling people. I hate calling people on the phone, it scares me to death. Thatās why I use Voxer with my inner circle members, thatās why I never, the only phone call I ever answer is from my wife. Everyone else I make go to voicemail, then I listen to the voicemail and if it sounds awesome I call them back, otherwise I just donāt call them back at all. Iāll text them back or Iāll vox them back. Just because I have these weird fears about that.
Anyway, itās not just me, itās everyone. So donāt feel bad if you are like, āIām too introverted Iām never going to be good at this business. I donāt dare talk to people.ā I get that. Still to this day, I get so nervous behind it. But thatās one of the powers and beautiful things about this kind of business. My thoughts are like, when you are introverted itās really hard to do face to face, one on one selling. Nothing scares me more than that.
Itās funny how we built huge call centers and stuff like that and I donāt think Iāve ever picked up the phone and called someone and sold them on the phone. I donāt think I would even have the guts to do that yet. I can stand in front of a room of a thousand people or five thousand people and sell.
For example, Iām speaking at Grand Cardoneās event in February and thereās supposed to be somewhere between 8500 and 10,000 people. Iām so excited for that. The extrovert in me is like, yes, this is going to be awesome, Iāll step onstage, Iāll speak, Iāll sell. Itāll be so much fun. And then afterwards in the hallway, anyone asks me questions I get all awkward and weird. Hopefully someday I figure it out.
So hopefully my kids, hopefully Bowen over here, will never be nervous. Do you get nervous from talking to people at all?
Bowen: Yeah.
Russell: Do you get nervous standing in front of a lot of people and talking?
Bowen: Yeah.
Russell: Both of them?
Bowen: Iām about to do it in front of my entire class.
Russell: Youāre giving a presentation tomorrow?
Bowen: Wednesday.
Russell: On Wednesday? Does it make you nervous?
Bowen: Yeah.
Russell: What makes you more nervous, talking in front of a class of a whole bunch of people, or just talking one on one with somebody?
Bowen: Probably the whole class.
Russell: The whole class does? Interesting. See for me, I was just telling them, when Iām onstage with a whole bunch of people I feel comfortable, but then one on one I get really nervous.
Bowen: if itās one on one I guess you do kind of get nervous. I mean, it was kind of hard for me to do this because one on one is kind of hard because if you mess up theyāll recognize it. Except if itās a lot of people, they donāt yell it out.
Russell: Anyway, I just wanted to share with you guys tonight, I donāt think this is something anyone is going to learn much from, other than hopefully give the introverts out there some hope that they can do this.
And people that are extroverted, help them understand their super powers. A lot of those guys are going to be a lot better one on one and a lot of introverts just seem likeā¦.itās funny, because itās not just me either. I was talking to Frank Kern and heās like, āI love doing big events, but it scares me to talk to people afterward.ā Heās super introverted. I think a lot of people in these kinds of positions are.
So itās neat because itās something that introverts can thrive in, in mass situation, but then theyāreā¦even within there they can still have success. Hopefully that helps some of you guys who may get nervous or may think, āI canāt do this, I canāt do this. Iām not like Russell.ā I get people all the time, āIām not like you Russell. I canāt stand up in front of people and just talk for hours.ā Iām like, āDude, but you can talk to someone face to face, I canāt do that. It scares the crap out of me.ā I mean, thatās a bad word here, in this family. It scares the..something else out of me. Thatās the worse swear word youāre going to hear from Russell.
Bowen: Crud maybe.
Russell: Crud? It scares the crud out of me. Yeah, thatās way better. Good job. Anyway, I hope that helps those introverts out here to understand how it is that you can still succeed in an extroverts world. In doing this stuff, the Expert Secrets stuff, putting your voice out there, putting your message out there. Because when all is said and done, the only thing that really matters is the impact you have on peopleās lives.
So do it, itās worth it. At first youāre not going to be very good, but if you get consistent with it, you get better and better and better. I think I told you guys, Steven Larsen told me, because I started this podcast back before I knew how to see if anybody was listening to it, so I think for four or five years I didnāt have it hooked to any stat system. And Iām glad I didnāt know because I just kept doing it and doing it. And Steven Larsen said to me one time, āYeah, the first 45-46 episodes werenāt very good. After that it started getting really, really good though.ā
But thatās how it kind of works. Itās all about you guys getting out there and sharing, sharing, and sharing and eventually youāll get comfortable with your voice. I just watched Alex Charfin, he launched his Momentum podcast after the Pirates Cove mastermind this year, and heās passed like 80 thousand downloads, which is awesome. And what he just posted on Facebook about it was just, because he thought about doing a podcast forever and I was the one that was like, āDude, just do it. Youād be awesome at it. Just jump off the cliff.ā And he said that by doing it, it was really cool. Heās like, āI found my voice. People started finding me. Other people referred people and my audience grew. I have people listening to my voice every single day and itās just like such a good thing.ā
But again, itās all about just doing it. And the more you do it, the better, the more your message will get clear, the better youāll find your voice, the more comfortable youāll feel. The nicest thing about these mass media things that we have, podcasts and videos, webinars, things like that, is that even if youāre introverted you can still do this because you donāt have to talk face to face to anybody. You can do group selling, group everything and itās awesome.
So there you go, thatās all I got. Iām going to go get this kid to bed, get his homework done so I can go to bed because I am so tired. Appreciate you all, talk to you soon. Bye.
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The two most important things your can do between now and the end of the year to double your business for next year.
On todayās episode talks about his upcoming meeting with his partners to plan next year, and goes on to explain why heās simplifying his value ladder and his life. Here are some awesome things you will hear in this episode:
Why itās important to have a planning meeting with your partners to decide what you want to achieve for the next year. What kind of things Russell is doing to simplify his value ladder and why heās doing it. And why Russell is turning off two programs that each do well over a million dollars each year.So listen here to find out how you too can simplify your value ladder.
---Transcript---
Whatās up everybody? This is Russell Brunson, welcome to the Marketing Secrets podcast.
Hey everyone, so Iām out walking, I just took the garbage out. If you look out here it is getting close to Christmas time, Thanksgiving is over. For those who are watching the video, these are the lights we have wrapped around our house, lighting up for the Christmas holiday, which is kind of fun. So Iām just going to walk around here so you guys can see my face and get enough light to connect on camera. For those who are listening in, I hope you had an amazing holiday, Thanksgiving, getting ready for the end of the year.
The end of the year is always a fun time for us marketers and entrepreneurs because itās focusing and planning for the beginning of next year, which is coming soon. So itās kind of fun, we got not this week but next week, Todd and Ryan and everyoneās flying here to Boise and weāre going to be doing a big partner meeting and planning out the rest of this year, world domination for next year and set our big HAGās, our big hairy audacious goals, figure out what weāre going to do and reverse engineer that to make it possible.
It was kind of fun, I was watching a podcast I did last year that basically said, āThese are our goals, here are the five Hail Mary passes weāre going to do to try to hit those goals.ā If you havenāt listened to that podcast, rewind to about a year ago and listen to it. Thatās whatās going to be the goal of this meeting. Weāre going to set our big goal, what weāre trying do and then Iām not going to just have one execution plan, but hereās four or five things weāre going to do to hit that goal, if one or two of them hit, then weāll hit these crazy big goals. Thatās what weāre going to be doing, not this week, but next week. So Iām sure Iāll be doing podcasts from there talking about it.
But Iām excited for that. If you havenāt done that yet, make sure this year before the end of the year that you spend some time and block it out with your team and do that. Figure out again, whatās the big goal, and reverse engineer what you gotta do to make that happen. And then from there figure out 3 or 4 different Hail Mary passes that you gotta throw to get your big goal. So thatās kind of what weāre going to be doing, Iām excited for it and itās going to be fun.
So what I wanted to share with you guys tonight really quick before I head back in, because itās a really beautiful night. Itās not too cold, itās just kind of nice for a little walk around the yard. So what Iāve been working on, on my side, and I talked about this a little bit after inner circle meetings, one of the big ahaās. Itās kind of funny how we go through these cycles, we know things and then we forget them and re-realize them. But the Dotcom Secrets book we talk a lot about the value ladder, right. And itās funny because ever since we launched Expert Secrets we havenāt talked as much about that. Because Expert Secrets is all about figuring out the first part, the what and how. What are you selling and how are you selling it.
So itās like figuring out how to create your offer and how to position yourself, create your mass movement, figure out what you believe and what you donāt believe, whatās your future based cause, who are your people, all those kind of things. And then you create a message, presentation to get people to follow you to sell your products and that process takes a little while. You gotta re-do your presentation four, five, or six times until you get it perfect, and then youāre driving traffic and you keep doing that. And eventually if you do it enough times, follow the process, do a webinar live every single week for a while, keep tweaking and changing based on what we talked about in the book, eventually you hit it and you know you hit it because you go from $0 to a million dollars fast.
That is when youāve figured out the what and the how. What it is youāre actually selling, and how you sell it. So eventually you get that figured out. Now the next phase is really shifting back to the Dotcom Secrets stuff. Now you got customers coming in, and this is where entrepreneurs start freaking out because then they start talking about the value ladder. I need upsells and downsells and backends and frontends, and they start going crazy.
And what I want to talk about is the big aha I had from the inner circle meetings. Iām watching the people that are crushing it and the ones who are struggling, and the consistency amongst the people in the inner circle that are killing it is that most of them came in and had one thing figured out, and they got that working. Thatās about the time they joined the inner circle, right. Because people need to be making about a million bucks a year to be in there. So itās kind of the fit, right. So they came in the group then, and then theyāre trying to figure out whatās the next, how does it all work?
And really whatās interesting, the people who are growing the fastest, what theyāre doing is theyāre very systematically building out the backend of the value ladder. And most value ladders are simple, in fact, traditionally most people making money, they focus on the middle first. The webinar or something like that in the middle. They build out the backend, whatever that thing is, and then thatās done. You have the middle and the backend and it stops. You donāt keep creating any more backend stuff. Thatās the end of it.
And then what your business is moving forward is creating new front end offers that bring people into the middle of the value ladder, which is essentially the backend. And I started looking, it was interesting, I lost my way, Iād forgotten these lessons. Itās funny, I kind of created them in the Dotcom Secrets book and I forgot some of them. Itās been a little while since I revisited those thoughts. And what I realized is that my value ladder came and kind of split up and broke off and thereās all these different things that people could do. And it was, weāre monetizing a bunch of them, but thereās confusion.
So itās interesting, thereās actually two programs that we have, both that do well over a million bucks over a year that I am turning off. Not because theyāre not awesome, they are. Not because theyāre not making money, they are. Itās because they donāt, theyāre deviants, they deviate off the value ladder. My value ladderās very, very simple moving forward. So the rest of this year, Iām trying to get these few things in place to execute on that. But itās very simple.
What it is, we have a webinar where I sell Clickfunnels, Funnel Building Secrets, which is the new Funnel Hacks, Funnel Scripts and Traffic Secrets. Those four products, bundled together, own six full months of Clickfunnels for $2,000. Thatās what I sell, thatās the thing.
I did a webinar a couple of weeks ago, it did really well. Thatās what I sell, thatās the middle of the value ladder, $2,000 thing. On the backend of that we have our Two Comma Club Coaching, which will be releasing here probably at the live event. And that will be where we take everyone to and thatās the value ladder, thatās the backend. Inner Circle is full, so weāre not taking any more people in there. So weāre going $2,000 for Clickfunnels and then whatever the pricing is on the Two Comma Club coaching thatās coming up and thatās it. And that wonāt deviate, that wonāt change. Thatāll be the same for forever.
And all I will be doing, from this point forward for hopefully the rest of my life, the rest of my business career is just creating cool frontends. So Iāll have the Dotcom Secrets book, which is a frontend, then the Expert Secrets book, which is a frontend, eventually weāll have Traffic Secrets, the Marketing Secrets and other ones. Perfect webinar, all these other things. Iāll just be having fun and creating frontends, but the only point of frontend is to get people to ascend up to the $2,000 and from the $2,000 to the Two Comma Club coaching. And thatās it, thatās my business.
And I get to figure out cool and new ways to sell frontends and thatās all Iām doing, selling frontends. Thatās it. So itās very simple. So all of your creative juices in entrepreneurship is on figuring out the next event, the next backend and all that kind of stuff, it should be simple. It should just be, whatās a cool frontend we can drive more people into. And thatās kind of the game, so Iām excited. Youāll see some of the tweaks Iām making now with this severe hyper focus on the value ladder.
Somebody buys the Expert Secrets book, if I know that this is my severe hyper focus thing, whatās the process Iām taking them? They buy the book, they go through the upsell, downsell process, the thank you page Iāll have a live presentation right there of me pitching the $2,000 thing. Right there and after they finish that itās like, āHey, do you want to apply for coaching? Come here.ā And itās just, thatās the process, very simple, very easy. Weāll just replicate it over and over again.
So anyway, Iām simplifying my business, simplifying my life. Hopefully those of you listening to this will simplify earlier, not later. Because sometimes we get all excited and then next thing we know thereās a billion things happening andā¦.simplify now.
Anyway, thatās all I got for you. Iām heading in right now; get to bed because we got a crazy week starting tomorrow, which Iām excited for. Hopefully this gives you guys a couple of things. Number one, hopefully it gives you guys some thoughts on doing your team core planning meeting with you and your partners. If itās just and your employees or whatever it is, if itās just you and your spouse, or just you. Sit down and plan next yearās goals, figure out, reverse engineer what you need to do to actually execute on that and hit them and then figure out what the 3 or 4 Hail Mary passes are youāre going to need to throw to be able to get the big goals.
And number two is really map out your value ladder, try to simplify it as much as you can. Thatās what Iām doing. You guys will see it, coming January first, a bunch of new, fun, clean, simplified things will be coming out of team Clickfunnels here. So Iām excited for it. Thatās all I got.
If you havenāt got your tickets for funnel hacking live yet, theyāre getting close to being sold out. We sold a ton of them over this last weekend. So if you donāt have your tickets yet, now is the time, go to funnelhackinglive.com. Thatās about it. With that said, appreciate you all, thanks for listening, thanks for subscribing and weāll talk to you all again soon. Bye everybody.
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This is the marketing secret Iām dusting off from the archives of one of the greatest campaigns we ever ran.
On this episode Russell talks about going old school with a technique he used to use that worked every single time. He gives all the information you need to be able to do it for your business. Here are some cool things on this episode:
How Russell used to use this technique back in the day. How you can use it to build curiosity, which translates into people signing up for a membership site. And why Russell himself hasnāt used this technique in a while, but why heās going to use it again very soon with Clickfunnels.So listen below to find out what awesome technique Russell used in the past with massive success, that he plans on using again.
---Transcript---
Whatās up everybody? This is Russell Brunson, welcome to the Marketing Secrets podcast. I got something exciting I want to share with you right now.
Alright everybody, thereās something I talked a lot about in my inner circle recently, it seems like a lot of people are launching membership programs, membership sites. Have you guys ever had something where you did something really successful for a long time and for some reason you stopped doing it and then you donāt know why you did?
So thatās one of these ideas that came out, so I shared it with a bunch of them and theyāre all going crazy and a bunch of them are all trying it out right . I was like, man, this should be a marketing secret that I share with everyone else. So Iām bringing it to the podcast.
So this is what it is. This is a way, if youāve got a membership site, to stimulate growth really, really rapidly. It can help you get a hundred signups in like a day, or 200 hundred or 1,000 depending on how big your thing is. How to get a whole bunch really, really quick. I havenāt yet done this with Clickfunnels, but Iām going to. Maybe Iāll do it on January 1stā¦.anyway, I donāt know.
But I used to do this back in the day on our membership sites and I saw initially, the person I modeled and did this first was a guy name Alex Mendosian and they did it to fill up a whole bunch of people in their software program, which was kind of cool. So I watched them do it, and then I did it four or five times afterwards and it worked amazingly well every single time and then for some reason I stopped doing it. Because thatās what we do, when things work we just stop doing them sometimes. The ADD-ness of an entrepreneurs mind.
Anyway, so this is a really important, really cool one. So this is the strategy. I will walk you through all the pieces, and hopefully it gives you guys a tool you can use anytime you want to sell some stuff really, really quick. So what we do, is we would promote it, I did it back in the day of the teleseminars. I think it would still work with teleseminars, in fact, itās almostā¦.anyway, who knows. It will definitely work with webinars as well, or Facebook Live, or a lot of different ways you could do it. But the big key is youāre promoting an event. The event is to talk about something cool. A new discovery youāve figured out which is brand new to whatever you do.
Thereās different ways to position it. If you read the Dotcom Secrets book thereās 5 different curiosity hooks we have in there. But my favorite one for this is, āOh my gosh, I figured out this thing, I want to show it to you guys live. So you have to be on this thing because Iām going to teach you, show you, walk you behind the scenes of this new thing that just came out.ā A new discovery is the hook that I love for this the most.
For example, last time we did this, this was back when we had, when we were focusing more on business opportunity seekers as opposed to entrepreneurs, and we had figured out a way to generate leads, it was really cool what we were doing. We were going to CPA networks and there were these offers that were getting a thousand sales a day and the people who had these offers, would actually sell you the leads. Itās not a strategy that I believe in or I would recommend or I donāt think anyone should ever do, but it was a really cool thing.
So we were tapping into these CPA networks so that offers, basically when someone would opt in for an offer and then they would buy that personās product and we would get the lead put into our auto responder, kind of like code reds, but a little different. We were getting a couple thousand leads a day coming in and it was really, really cool. I probably shouldnāt have told you that because now some of you guys will be like, āTeach us that.ā But donāt. Itās a horrible idea. It will get your auto responder shut down; people wonāt know who you are. Itās not spamming, but itās as close as you can get without having legal issues. So donāt do it, itās bad.
But back then, it was the new opportunity, the new thing. I was like, oh my gosh this is amazing. So what I did, I did this teleseminar. I was like, āHey I want you guys to jump on and Iām going to show you this new way that we found out to get an extra three thousand leads a day. And itās happening every single day, itās crazy.ā People are like, āWhat?!ā Theyāre going crazy, they want the thing. So they get on, and this is a mini, itās not a perfect webinar, so donāt think of it as the perfect webinar. This is me talking about a new discovery I just had and Iām going to teach them what it is. I said that with emphasis on purpose. Iām teaching what it is. What is the thing.
So itās the what, not to be confused with the how. Thereās a what and thereās a how. So this is the what. This is what this new thing is. So for 45 minutes I told the story about how I figured this thing out and where I met this person and how it worked and I showed them exactly what it was and here are the offers that the CPA offers in there. And hereās how you plug in your auto responder and this is what it was. And from there weāre getting three thousand leads a day, coming in consistently.
So I showed the what and people were going nuts. Oh my gosh, I want to do this. But the problem is they know the what, but they donāt understand the how. How you actually do it, how you find the offers, the people, how do you negotiate, how much is it going to cost? All those kind of things. So they know the what, but not the how.
So you show them the what in a 45 minute thing and this is basically you telling the story about how you figured out the what. If you tell them the story about how you figured out the what and the result youāre getting from the what, and theyāre like, āWhat the dump?ā thatās a Brunsonism I think. āWhat the dump?ā
And then at that point you step back and say, itās a clock, so you start at the top of the hour, spend 45 minutes. And at that point where theyāre like, āWhat the dump? I need this.ā You say, āWait, I actually am not going to show you, I donāt have to show you this right now. But for all of my members over here inside of Clickfunnels, inside of my membership site, inside of whatever my thing is, Iām going to be doing a 90 minute break down and Iām going to show you exactly how to do this. HOW to do this.ā
āSo if youāre a member, congratulations! Log into the members area, the call in number or the login number for the webinar is right there on the dashboard. Itās there, go login, jump on the training. This is a live training, Iām doing live. Iām not recording it, Iām not going to share it ever again. Itās happening one time and one time only. If you want it, now is the time. So go login to the members area, and go login.ā
āIf youāre not a member yet, youāve got exactly 15 minutes before this training starts. In 15 minutes the clock hits the top of the hour, I pull it off the page, and if you wait to sign up til 5 minutes later, you missed your shot. It is gone forever. The only way to ever understand the how on how to do this, is to be on that live training. In fact, we got 3 other experts, the people you need to meet, the person whoās going to help you get this thing started, whatever it is, is going to be there on the call. But this is a onetime only, not being recorded, and it starts in exactly 14 minutes. So you better hurry now. Go sign up right now for the trial at whatever.com.ā
You push them into the membership site fast. People freak out. Theyāve got this 15 minute window to go signup, get their account, get logged in, get the downloading, so they can get in on this special live training to show them the how. So thatās the marketing secret. Thatās the trick you guys, itās like the coolest thing ever.
So again, to kind of recap, youāve got to have a really cool new discovery. You have a new discovery and you want to show them what it is. You get people to come onto either Facebook Live, the teleseminar, or the webinar, it doesnāt matter the vehicle youāre doing it through, just get it on a live event thatās happening so you build some curiosity, anticipation, getting excited. You get on there and say, āThis is the what. Iām going to show it to you.ā And you tell the story about how you figured out the what, you show them the big result that you got from this what.
And you say, ālook, in 15 minutes for all of our paid members, weāre starting the how training. So go login and jump on the how training, weāre going to show you what to do. If you are a member, congratulations, itās in the members area. If youāre not a member yet, you have 15 minutes before this puppy goes live, so nowās the time to start running. And go.ā And youāll watch your phone with all your stripe notifications, āDing, ding, ding, ding, ding.ā
Iāve seen times when weāve signed up 4 or 500 people in 15 minutes for membership sites, which is insane. So it works. Letās say your list is smaller, you only sign up 100 people. Itās fine, the conversion rates on these, especially if you have a free trial for the membership site, the conversion rates on these things are like 50% of the people who are on your webinar will sign up, itās crazy.
Again, I have not done one for a long time, but Iām going to probably do one for Clickfunnels here maybe in January. Thatāll be fun. Iām going to do it, youāll see me execute on it. But most of you guys should have enough intel to be able to do it faster.
So there you go, the what and the how is pretty awesome. I hope you guys love it, I hope you guys use it. Let me know if you do, and if you got any value from this, please share this episode and all episodes with your friends, your family members, other marketers, people you know could benefit from this. Again, this is the Marketing Secrets podcast, thanks so much for everything, and weāll talk to you guys soon. Bye.
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A conversation I had today explains the reason why most businesses end up suffocating and dying.
On todayās episode Russell talks about something awesome he witnessed with his kids school. He goes on to talk about discussing marketing with another parent at school and why he considers it the lifeblood of a business. Here are some of the insightful things in this episode:
Why marketing is the lifeblood of a company. How cutting back on marketing in a business is like putting pressure on the carotid artery in wrestling. And how to get a successful business by tripling down on your marketing.So listen here to find out why you need to become obsessed with the marketing of your product, rather than the product itself.
---Transcript---
Whatās up everybody? This is Russell Brunson and welcome to the Marketing Secrets podcast. I hope you guys are doing amazing today.
Alright everybody, it is the day before Thanksgiving. We have 20 bubble soccer balls being delivered to my house; weāre going to be playing a huge bubble soccer game on the smurf turf, which is really exciting. Or the Astroturf, we call it smurf turf because of the blue here in Boise. Looking forward to that.
But everythingās getting ready. We had wrestling practice this morning with the kiddos, and I had some cool experiences that happened there. One that was just a special moment that I want to share with you guys and one that was the reason why most people arenāt successful in business. So Iāll give you both and hopefully youāll learn a lesson from the two.
So number one, itās really cool. At the kids school, thereās a kid, itās kind of a crazy story. Apparently his mom and him both found out they had cancer about the same time, together. Itās a cute little family, a little kid named Nico. So at the Junior high, or middle school, whatever you call it, itās gotten around this story, and trying to help them out. It was just cute, all the kids wear Huskies for Nico t-shirts. Dallin had a shirt on today that said Huskies for Nico. They do fundraisers for Nico and all these things, itās just such a cool thing how theyāve gotten the school behind this one person, this one cause or movement.
And its cool, I always talk about building mass movements and things like that, but I think a lot of times these little private, intimate movements that mean so much to people and really help people to become something more. And itās just cool watching this and watching my kids participate in this movement for a little kid in their school named Nico.
So today at wrestling practice we got all these, probably 60 or 70 wrestlers out there training to be warriors, trying to be tough and everything. In the middle of practice Nico and his dad came in, and when he walked in the whole room went silent out of respect for him. It was just one of the neatest experiences that Iāve witnessed in a long time. I got chills sitting there watching and all the kids sitting there looking at him and talking to him. They came in and they presented him, because Nico was a wrestler as well before all these problems happened. So they gave him wrestling t-shirts and sweatshirts and stuff like that. And then they had Nico lead a cheer. So they brought everyone in and did their cheer. And it was such a special, such a cool thing. So anyway that was a fun thing that happened today.
And then afterwards I was talking to one of the dads, and the dadās a successful real estate dude here in Boise, and itās kind of funny because heās like, āHey I recognize you. I see you in my newsfeed every single day.ā Iām like, āSorry about that. Wish I was better looking.ā But it was kind of funny because he was in there and we were talking for a while afterwards and it was interesting because thereās a big reason why more people arenāt successful. Itās a mindset little tweak and itās something he had, definitely. So I want to share with you because if youāre stuck in this mindset tweak, itās whatās keeping you back.
I did a podcast episode, I donāt know a hundred podcasts ago talking about not outsourcing your lovemaking, and in there I talked about if you look at a business, it doesnāt matter what youāre selling. If youāre selling houses, cars, supplements, it doesnāt matter what youāre selling, youāre selling. That part doesnāt matter, it doesnāt matter what business youāre in, the marketing is the only thing that matters. Itās the only thing thatās actually the lifeblood of a business. Itās what drives leads and customers and sales. Itās the only thing that actually matters.
I could take my marketing systems and plug them into any business and it will work. Because business psychologyās insane, how we can get leads and itās the same, how we convert those leads is the same. So weāre talking to him and heās like, āYeah, I saw Clickfunnels. I just havenāt done it yet.ā Iām like, āOh, whatever.ā It doesnāt affect me at all. And heās like, āCan I ask a question? Do you guys do stuff for real estate agents? I watched the viral video with the squirrel and the prospector, sounds like itās only for selling products.ā Iām like, āNo, itās for, it generates leads, sells products, whatever you need it to be.ā And heās like, āOh, do you have anyone in real estate doing it?ā Iām like, āYeah, we have tons of people.ā Off the top of my head we have like a half a dozen people or so that are killing it, real estate agents using it.
In fact I even told him, āThereās a guy thatās got one of the biggest brokerages here in Boise, heās using it.ā Heās like, āI hired some marketing company to do that for me and theyāre trying to get us leads.ā And Iām like, āSo is it working good?ā and heās like, āNo, not really. I wish we could just get rid of all the leads, but all the other agents underneath us, they want the internet leads so we have to do that and I donāt like it. I just think itās done. Right now weāre selling about a hundred houses a year, if we got to the point where we had 200 houses a year, then we could afford to hire a full time marketing person to generate leads and stuff.ā
As a marketing guy here, I wanted to grab the guy and be like, āWhat are youā¦how do you not understand this?ā itās like saying, letās say youāre struggling in your marriage and youāre like, āMy wife and I when we start having, when marriage gets good and weāre happy and everything is perfect, then weāll go to counseling.ā No, counseling or whatever it is, is what gets you there. Itās just funny, when weāve grown high enough that we can afford someone to generate leads, then weāll generate leads. No, you canāt afford not to. You should stop everything youāre doing and the only thing you should do is generate leads.
Itās funny because heās like, āThe biggest person in town, they sell a thousand houses a month, but theyāre doing all of it online and generating all these leads online, but theyāre able to do it because theyāre selling so many houses.ā Iām like, āNo, you donāt understand. Itās because theyāre doing that theyāre able to sell so many houses. Itās not because they have so many houses they can do it. Itās like the chicken and the egg. Itās like youāre trying to cut off the oxygen to your brain, your brain will stop. So donāt, it is the lifebloodā¦.ā
And heās like, āCan we hire you guys to do that stuff for me?ā Iām like, āNo, we certify people that can do it, but if you really want to be successful, you have to become the head of the marketing. You cannot outsource your lovemaking. You canāt do that in business and expect it to be awesome. In your marriage if youāre like, okay this is my wife, Iām going to outsource the lovemaking to somebody else, your marriage is going to fail. Itās the same thing in your business. It is the lifeblood, it is the thing that gets customers into your world and gets them to like you and believe you and trust you and give you money. Itās the most important part of business.ā
I think the biggest problem, itās funny, if you listen to the Emyth by Michael Gerber, he talks about this. People are technicians and they have an entrepreneurial seizure and they think they want to start a business because they work at a cake factory and they see the dude who runs the cake shop and theyāre like, āThis guys a moron, I could do a better job than that.ā So they start their own business and theyāre not entrepreneurs, theyāre dudes that build cakes. Itās like, the dude that builds the cake, anyone can build a cake. You can hire a lot of people to do that. Itās the person who is going to actually sell the crap out of the cakes that runs the business. If you donāt have that, your business dies.
Itās funny, in 2008 when the economy crashed and all these companies were crashing, I see all these people in the companies that their first instinct was not, letās lower costs on stupid stuff. They all cut their marketing and their sales budget. Iām like, okay weāre struggling, letās cut off the lifeblood to our head.
Like in wrestling, when Iām wrestling somebody, thereās a little, for those watching the video, right here on both sides of your neck there is a thing called a carotid artery. And if Iām wrestling someone and I get them in a front headlock, if I put a little bit of pressure right there, against the carotid artery, that fast the blood flow stops to your head.
Itās not like someone chokes and eventually you die. But with the carotid artery, if I touch it right, that fast you will black out. Itās really fun when youāre wrestling somebody, when youāre getting it, you get it and boom, and his whole body goes limp and you flip him over and you pin him. Because itās the blood that goes to your brain. If you cut off the blood, itās like a second and youāre out cold. And I take it back off and the blood keeps coming and youāre back alive.
So companies go and cut off the lifeblood and then the company dies that fast. That is whatās keeping you alive. In times of bad economy, triple down on the advertizing, triple down on the marketing. You guys all know that. Iām preaching to the choir here. But for everyone else, I just wanted to kind of talk about that because I thought it was so funny.
I told him that and heās like, āOh, lead generation for me is nurturing the clients we have and things like that, and we canāt outsource that. Thatās my lovemaking.ā Or something. Anyway, so thatās all I gotta say. I donāt even know what to say. If you want to grow a company, focus on the marketing and sales of the thing. I know most of you guys are in business because you love the thing you do. Thatās awesome. But if you want to have a lot of people use that thing, youāve got to become obsessed with the marketing of the thing. That is the key, the marketing of the thing is the business. The business is not the thing.
The thing is the fulfillment of whatever you want to do, but the business is the marketing of the thing. And thatās the only thing that actually matters because without that, your company dies. With that, the lifeblood goes off to your brain and instantly youāre out cold. Thatās why I look at us versus other SAAS companies, other SAAS companies are focusing on hiring these huge teams of people to do whatever, I donāt know what they even do. We focus on marketing, marketing drives it.
So there you go guys. I hope that helps some of you guys who are thinking and wondering, āIām going to hire a marketing team.ā Itās hard to do. You can do it, but if you really want to grow, youāve got to become obsessed with the marketing of your thing. Youāve got to not try to outsource your lovemaking and realize that that is the business. And if you want to be in business, you want to be an entrepreneur, like the entrepreneurial seizure you had trying to start this cake company or your whatever thing is that you sell. If you want that baby to survive and to live, being obsessed with the thing is not going to do it. Itās being obsessed with the marketing of the thing.
So I hope that helps, I appreciate you all. Iām going to go, I got a couple of hours to work, get my to-do list killed, crushed so I can have a Thanksgiving thatās not stressful. For those who know, us entrepreneurs, my buddy Alex Charfen always says, weāre all about momentum. So itās like, Thanksgiving scares me because thereās no momentum. I gotta get so much momentum over the next four hours; before I gotta go back home that it will knock down any dominoes tomorrow that are standing up when Iām trying to relax with the family. So thatās it you guys. I appreciate you all, have an amazing day. Bye.
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If you structure your value ladder right, youāll never have to do a payment plan.
On this episode Russell answers a question posted on Facebook about why he doesnāt do payment plans. Here are some of the awesome things he has to say in todayās episode.
The reason Russell doesnāt have payment plans, and itās not only because he doesnāt sell to broke people. Why being handed an already successful business that you didnāt have to work for will usually cause it to fail. And how Russell justifyās giving away stuff for free and what his philosophy about it is.So listen here to find out why Russell doesnāt usually give an option for payment plans.
---Transcript---
Whatās up everybody? Itās Russell Brunson, welcome to Marketing Secrets podcast. Tonight we are going to be hanging out with some Cinnamon Toast Crunch.
Alright so, why am I talking real quiet? Because itās late at night and the wife and kids, everyone is asleep. Why am I eating Cinnamon Toast Crunch? Because I have committed that by Funnel Hacking Live Iām going to be in shape. So, Bart Miller who helped dress me at Funnel Hacking Live, he just went through this big body transformation, got ripped with a six pack and everything. I was like, āAlright Bart, weāre going to do it, just get me in shape.ā So weāre going to do it, but it doesnāt start until the day after Thanksgiving, so I got a week to eat garbage. Iāve been eating really healthy for the last 6 months, right now Iām going to go as unhealthy as possible so Iām eating Cinnamon Toast Crunch at like midnight. How great is that? Iām pretty excited about that.
Alright, I was just going through Facebook right now and somebody asked a good question, they said, āHow come RB (Iām assuming thatās me, hopefully), why doesnāt Russell use payment plans on anything?ā It was fun because all the, everyoneās just kind of throwing out their guess of why they think I donāt use payment plans and stuff like that. Iām just going to tell you why.
A couple of things, first off, itās not that I donāt believe in payment plans. I think a lot of times you will make more money when you offer payment plans, but thereās just things about it that drive me crazy. Especially online, one of the big ones to drive me crazy is the fact that thereās no repercussions if someone signs up for a thousand dollar course and you give three payments or whatever, and they do one of the three payments and then they donāt do anything else. Thereās nothing you can do, you canāt go after them, you canāt call them out. Itās just kind of frustrating.
In the digital world, unfortunately there are a lot of people who, theyāll get one payment through, theyāll go through some of the course, then theyāll feel okay not doing it. It just kind of bugs me. Thatās not really the real reason. You know the real reason why I donāt do them for the most part, and I wonāt say that I wonāt do them because thereāll be situations Iām sure I will in the future. One of our new higher coaching programs will be having a payment program, which Iāve never done that in the past, but we will be just to be helping people with cash flow and stuff like that.
But the main reason I donāt is because, one person commented and said, āRussell doesnāt do it because Russellās rule is donāt sell to broke people.ā And well, thatās mostly true. Itās not that I donāt like broke people or that I donāt want to help them. But if you study my stuff, especially Dotcom Secrets, in the book I talk about the value ladder. Iām taking people up the value ladder and I know full well that people likely come into my world and they donāt have money when they first come in. So Iām like, okay how can I provide the most value possible so they have everything they need to be successful? On the front end, on my books, my perfect webinar training, things like that that are free plus shipping or really, really low price. I donāt hold stuff back on that.
Dan Henrieās a good example, he struggled for years, read the Dotcom Secrets book, learned how to do my webinar, did it and made a million bucks in 5 months. Iāve been giving away the perfect webinar now for 2 or 3 years, just the script and the video and power point slides. And people always ask me, āWhy do you give it away for free, your best stuff?ā Iām like, āBecause if someone uses it and they make money, they can afford my expensive stuff.ā
So for me, thatās really more of my goal. I want people to come in and I want them to use the stuff I have and it makes them more money and then they can come for the next things. If theyāre jumping up four or five tiers, if they have money thatās fine, they can short cut success, but I almost feel like sometimes, it does not serve your customer to short cut their success.
When we first started doing Funnel Hacker Tv the very first time, I was just taking businesses, a few I liked, the people, the entrepreneur, but they werenāt having success yet. We would come in and just do all the work for them, launching their businesses. And what we found is people werenāt ready for that. Weād launch it and hand it back to them, and the people who get these businesses back, they hadnāt learned all the stuff they needed to have success with it. And they struggled and then despite the fact that I gave them the keys to a Ferrari, they couldnāt drive the Ferrari.
I think sometimes we do ourselves a disservice. Sometimes people just jump too far too fast, spend a bunch of money they donāt have, and then try the thing and it doesnāt really work because they donāt have the foundation stuff they need to get there. Business is all about for us, increasing our capacity. When you first start a business you have a big capacity to do a lot of stuff. I did, when I got started my capacity was, I struggled to read a book. Then I read a book and I was like, that book was awesome, and my capacity expanded a little bit and I did more and it expanded, more and it expanded.
Now 15 years later we run a huge company where weāre one of the top two or three most visited websites in the world. Making a lot of money, doing a lot of stuff, helping a lot of people, all those things. But if I would have just been handed this 15 years ago, I promise you I would have destroyed it. Not because I wanted to, but because I wasnāt ready for it. And I think a lot of times, I know I could sell more stuff if I offered these huge payment plans to let people in, but the reality is someone comes in on a payment plan they canāt afford and theyāre trying to learn stuff and then they canāt afford it, and then they go buy traffic and other things they need to do and they canāt afford it, it doesnāt really serve them more, or me.
So I want people to grow with us. So thatās why we do stuff, the way low ticket stuff, mid tier, high tier things like that. That way people come in, they learn, they apply, and if they get value they should naturally ascend up, right. Itās kind of like in my stack I have a line that I say in there, itās funny because itās a really good closing line, and Iāve had a lot of people knock it off since I started using it, but itās true for me.
For me it says, āI have a philosophy here at my company that if I canāt make you money then I donāt deserve yours.ā And I honestly do believe that, which is why I donāt just go hard close them on these huge payment plans. We see a lot of people do product launches, theyāre selling a $2,000 course, or twelve payments of $300. Iām like, the problem with $300, I remember me in those days and that was a lot of money. It almost does them a disservice. If I have twelve payments of $300, twelve months from now, Iām going to have my stuff in place and start buying ads again because I got this huge budget of $300 a month. So thatās kind of my thoughts.
So I hope that kind of helps. Again, itās not that I wonāt do payment plans, I will do them in the future. There will times and seasons I will do them. A lot of businesses I recommend them. So itās nothing against them, I just think for me personally, thatās my goal, thatās my vision. Just try to blow peopleās minds at every step of the value ladder, and if I do that correctly then theyāll be able to afford the next thing and the next thing and the next thing.
You know, I could tell you probably a couple dozen examples of this but Dan Henrie is one of my favorites. He joined the Inner circle and he posted on Facebook. He was like, āI donāt know why I joined Russellās inner circle, I feel like I got, I made a bunch of money and everything, I donāt really need to be, I donāt really want to be in it. But I feel like I owed Russell 25k for all I got for the free book I bought.ā
How cool is that if your customers feel that way. Man, I got so much from this I feel like I owe you. I need to invest in higher ticket things because I got so much down here. Thatās what Iām trying to create.
So there you go, I hope that helps you guys. I hope it helps you, again, obviously weāre talking about this for my business which is teaching business owners how to grow. So itās very applicable because itās like āHey make money here and grow.ā But itās the same with any business. Letās say your business is helping marriages right. You give them something free and it increases the spark in their relationship or it fixes something and they feel better, man they will want to give you more and follow you further and all that kind of stuff.
So anyway, itās a fun game we play. I love it. I appreciate you guys, as customers, as friends, as subscribers, listeners, and I hope that you got some good ideas out of this, Iām going to get back to eating my Cinnamon Toast Crunch before it all gets cold, gets soggy. Itās a little soggy already so Iām going to go. And by Funnel Hacking Live I will be sexy. I promise you guys, I will have a six pack. And if not then I wonāt say anything else about it. Alright everybody, talk to you soon. Bye.
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A quick play-by-play of the last 24 hours of my crazy life.
On this episode Russell talks about the last 24 hours of his life and the events that made it feel crazy. Here are some of the interesting things you will hear in this episode:
Find out why Russell is being sued by a Clickfunnels customer. Hear about some other legal problems that Russell has been dealing with for quite some time. And find out why Russell and his family had to take trip to the ER.So listen here to see why Russellās last 24 hours have been such a stressful roller-coaster ride.
---Transcript---
Whatās up everybody? This is Russell Brunson and welcome to the Marketing Secrets Podcast. Tonight is going to be a late night reflections episode.
Alright, I donāt know if thatās really a thing, a reflection episode, but it has been, the last 24 hours of my life have been insane. I learned some really good lessons along the way. I just wanted to sit here and talk it out with you guys if you donāt mind. Hopefully youāll get something out of it.
So some of the back story, we are in November, for those who are watching or listening to this later, itās almost Thanksgiving; itās about a week away. Itās been interesting, working on a lot of really neat, amazing projects and some things that I feel are part of, I donāt know, it sounds clichĆ© but part of my mission in this life. Itās not building, it is indirectly building funnels, but itās for who weāre building them for, what weāre doing and what weāre trying to accomplish with it. Things that are really, really good in life.
And whatās interesting, I know that everyone listening has got different beliefs, but whatās interesting is whenever you try to do something good, the adversary, call it whatever you want, fights against it. And I was starting this project with this group we believe in and start moving down this path, I was warned by a lot of people who were in this project saying, āAs you start trying to move forward towards this thing, the adversary, or whatever you want to call it, is going to fight against you.ā I was like, okay bring it on.
And itās crazy because Iām starting to see, maybe not, maybe itās just my mind, but as weāre moving towards this thing, Iām just noticing a lot of stuff happening. So the last 24 hours were crazy. So right now, I think itās 11 at night. I just got my kids to bed. About 26 hours ago, a little longer than a day, 24 or 25 hours, whatever it was, a little over a day ago, I had just gone to bed as well. It was just a normal night, I was going to be staying up late working because my wife had just left to Disneyland yesterday, sheās out with her girly friends doing Disneyland. So I was like, Iāll have some time to work, catch up on some projects.
I was going to start on them, and by the time I got the kids down and was about to come and start working, I got a text message from Melanie saying, āHey, this weird thing is happening.ā Itās kind of cool, someone from my inner circle saw something where basically lawsuits were being filed against us. Theyād seen it ahead of time. We got spies everywhere around the world. Anyway, so we looked at it and it was kind of a violation. Basically it was somebody had gotten, we found out later, itās been 24 hours. But it was a text message that theyād gotten that they said that they didnāt want to receive from us.
So instead of just being a normal human being and being like, āOh, I donāt want to receive this text message.ā this person is filing this huge lawsuit against us. Itās crazy. So we got the name and number and all sorts of stuff and itās crazy. Somebody signed up for Clickfunnels with a fake credit card, it wasnāt even a real credit card, logged in twice and never logged in again, their credit card failed. So our system, when your credit card fails, actually when you log into Clickfunnels, thereās a little thing saying, āHey, if your credit card failed, would you like us to text you? If so what number?ā So you put in the number.
So the credit card failed, so we texted saying, āHey, we donāt want your websites to go down, you should login to your Clickfunnels account, add your credit card so you donāt lose your websites. It sent him two text messages, this was like 2 or 3 months ago. So this person, itās insane, gets these text messages and files a lawsuit against us. A lawsuit, for crying out loud. For irreparable damages and on and on. Itās just nuts, nuts.
So itās funny because I always heard about frivolous lawsuits and itās just like, I always thought those were like, I couldnāt fathom that those were a real thing, that human beings were like that. But itās just like, I just saw it, Iām seeing it right now. Iām like, holy crap. Itās funny because, itās interesting, when you donāt have money youāre like, āOh, if I just had money all my problems would go away.ā I got bad news for you guys. Problems donāt go away, they just turn into different problems, more annoying problems, where literally people are shooting at you and attacking you all the time. Itās nuts.
So I get that message about that, so weāre trying to just research and figure that out. I canāt think about this, I got too much stuff to do. So I kind of put it on the back burner, sat down at the computer right there, my work computer where the Expert Secrets book was written. Sit down at the work computer, check my email, and thereās two emails. First email was from this organization weāre working with to try do a lot of good in the world and save a lot of kids lives, this thing that weāre moving forward on, do the ultimate good. Then the email that came in literally a minute before or after that one was from this other person.
Iām not going to tell the back story behind this because itās not important. But itās a person I dealt with three years ago. This huge email, I havenāt heard from him in over a year, huge email talking about, going on and on about how theyāre going to sue me for all these crazy things. Iām just like, I canāt even, I donāt know how to handle this right now. It was just crazy.
I did my best to get a handle on it, but I gotta get this out of my mind because I gotta get some stuff done. So I was up until about 2 last night working, passed out, the kids were up this morning at like 6, so I got four hours of sleep last. Got up, got the kids ready because my wifeās gone. Luckily we have help, a nanny who comes and helps get the kids out the door and everything with school. And then, head in to the office, have a ton of stuff going on, obviously, weāre trying to coordinate so much stuff. I wish I could, just let you have a glimpse of all the stuff weāre doing at once. I donāt think people would believe it. Thereās a lot happening, obviously. It happens when youāre trying to change the world.
Itās fun, we did a podcast with Nathan Latka, the top, if youāve ever heard his podcast, itās really, really good. I did a podcast 18 months ago with him, and we did another one to follow up with him now. Weāre 5x of where we were at 18 months ago, which is insane. It was really cool recapping all the positive growth that weāre doing. It was cool, when the questions he asked at the end, heās like, āMost business owners reinvest their profits back in their company, thatās where they get the highest return on investment. Where do you invest your money Russell?ā
And I laughed, āYou know, we reinvest money back in the company, but for me, I didnāt start a business to reinvest money back in the company.ā Heās like, āSo wait, real estate? Where are you reinvesting your money?ā Iām like āIām not reinvesting in anything. I reinvest it in my kids, my family. Right now we have an acre and a half, two acre lot next to our house that was just full of weeds, so this summer we knocked down all the weeds and put in a full Astroturf baseball/soccer field. We put in 9 underground trampolines, a volleyball court, a baseball field, a full basketball court and a track that wraps the whole thing. Iām investing my money back in my kids. I want to spend weekends and night with my kids playing games. Thatās why I got in the business. The cash flow is nice, but thatās what Iām reinvesting my profits back into, you know.ā
It was kind of just a fun answer because Iām sure most people on a business podcast donāt think that way, they think about whatever business, real business people think about. Anyway, so that was kind of fun and stuff.
But I had to deal with the issues. So we had to deal with this dude who got two text messages after he told us to text him and he didnāt update his credit card. And I started realizing, after we started learning all about the do not call list, and the do not text list, itās just crazy. Basically we brought on all these lawyers and companies and all this crap in the last, all day today, which is crazy. But we found out, itās interesting, these texts, thereās 150,000 known people, if they get a text message from you they will file lawsuits. Thatās all they do.
So as soon as they get a text once, they get blocked across all these things. So itās like weāre tapping on APIās, so we pull out all these known complainers and stuff, but itās insane. So all these guys do is go out there and sign up for things and wait for you to text them. Thatās it. This is a real thing. You hear about this, I always thought thereās no way that people are that evil. But they are, this is a real thing. Itās happening, itās happening to me right now. So now we gotta fight this thing, itās just nuts. Time, energy and money wasted for some moron whoās going out and looking for lawsuits. Thatās it, itās crazy.
So there was number one, then I deal with number two. Some of our lawyers came in and the lawyer basically, this deal from three years ago and I havenāt heard from him in over a year, the lawyer is just shocked. I canāt believe weāre hearing from him, itās just insane. And sat down with me and went through everything again. āYou guys are in the right. 100% in the right. My authority as your lawyer is we need to go and just destroy this person and put him out of his misery.ā He said it nicer than that, but not much.
But I was just like, weāre in the meeting and everything and I think it was Dave or Brent, or someone on my team asked me, āWhat does your gut tell you, Russell?ā and I was like, āMy gut tells me I just need to do whatever it takes to make this go away.ā I listen to my gut a lot, because I donāt think itās my gut, itās other stuff.
Anyway, I told my lawyer that, and itās funny because I had this really rare chance to learn something today, something I teach my kids all the time. My kids, we get in these arguments with each other, especially my 7 year old and my 12 year old. Theyāll get in these arguments about things and the older one is so mad because theyāre trying to prove that theyāre right to the younger one. Iām like, āIt doesnāt matter, just stop. It doesnāt matter that youāre right or wrong, just stop fighting, please. Just stop fighting.ā āBut heās wrong.ā āIt doesnāt matter, it does not matter whoās right and whoās wrong. It does not matter at all.ā
And I try to teach that to my kids over and over again, just walk away, let it go. It does not matter. Itās funny because after we got done with the lawyer meeting and stuff and I wrote this person back and just said, āHey, hereās the lawyer, you can figure all this stuff out.ā And that person wrote back and said, āPlease get on a call.ā And I was like, I donāt want to get on this call. I just donāt. I donāt want to get this call.
So for me, I kneeled down and I prayed and I was just like, āWhat should I do.ā Asking for help because I knew that I wanted to be like my 12 year old and be like, āNo, youāre freaking wrong.ā And yell at this person, but I knew that wouldnāt solve anything and just hurt everything. So I prayed for humility and prayed to know what to do and how to do it. I got all this frustration and anger so I picked up the phone and called this person.
I listened to the person, who basically starts yelling at me, telling me all these things that he thinks Iāve done wrong. At every point I just want to fight back and be like, āThis is not true, that is not true. Iāve proved thatās not true.ā And everything. But I sat there and bit my tongue. I was just praying in my head, āLet me know what to do, how to handle this and what to do.ā Just sitting there and sitting there, taking it and taking it and finally just, āDude, what do you want? Whatās the real story, just tell me.ā And we talked about it and I think we figured out a way to solve it. And it sucks because like my little kidsā¦legally, people get justice with lawyers, justice needs to be served, you were in the right here, this is not your fault.
And Iām looking at this from another angle, saying, thereās two laws, thereās justice and thereās mercy, these two things. Legally, we always want justice for everything. Thereās the other side of mercy. I donāt know about you, but thereās things in my life where I make mistakes. I made a lot of mistakes. Made way too many mistakes to brag about, especially on a public form like this.
But thereās times in my life when I needed mercy from people and from things. Thereās times when mercy came through to me and it saved me and helped me. In my physical life and spiritual life, in different things like that, and Iām just grateful for the times when I was extended mercy. And I think for me at the time, you donāt have to have perfect justice, extend mercy here and itāll make everything better. I donāt know if thatās always the case, but definitely was the case for me today.
So that was the first two issues. And then, Iām all excited for my kids wrestling match tonight. This all happened by 3 today, then I had to leave to go the wrestling match. So I go to the wrestling match, we get there and Iām working with my kids because last week they kind of got beat up a little bit at the tournaments. So all weekend long I worked with them in the wrestling room at our house and got them better and better and better.
I got there and my first, Dallin my oldest of my twins was first match, he wrestled the perfect match, it was so awesome. All the stuff we worked on this weekend he was doing, it was really neat, really special to see that. He won and it was just so exciting.
And then Bowen had the next match, but it wasnāt until the end of the night. So heās warming up and goofing off and having fun and Dallin is doing the same thing and then Brandii, who is our nanny, she brought all of our kids, and luckily this turned out to be a huge blessing. She brought the kids to the wrestling match, which was kind of stressful because Iām with Norah, holding little baby Norah and the other ones are running around and all sorts of crazy stuff.
And then Bowen is getting closer to warming up, so I gave all the kids back to Brandii and went to the other side of the mat and start getting Bowen all warmed up and then Dallin is there goofing around because heās between his match, having fun and he goes over to the bleachers, the side of the bleachers and he saw someone jumping up doing box jumps on this ledge. Thereās like a metal strip across this ledge, and he sees them doing box jumps and heās like, āIām going to do it.ā Because heās kind of bored, sitting around. So he goes to jump and do a box jump and misses it, hits right below his knee. Iāll actually show you guys this.
Those of you who are watching, this is like, parental discretion advised, this is kind of freaky. But if youāre listening you canāt see them, but he hits his leg and is like, āOoh, that hurt but Iām fine.ā But I look at him and Iām like, āDude, you are not fine.ā It was the deepest cut I have ever seen in my life. You can see this here, thatās his knee. It looks like you can see the bone. If youāre listening you canāt see this. I want to throw up just looking, itās like the deepest cut ever. I looked down and I was just like, āOh my gosh. You can see all the way to the bone with this cut. It is huge.ā
And then thereās blood pouring everywhere, all over the mats, all over the thing. Iām like, āI donāt know what to do.ā Iām just going to keep showing pictures while Iām doing this. Iām like, I donāt know what to do or even how to handle this. This isā¦.So Iām kind of pulling him out of the wrestling room, and trying to warm up Bowen on the side of the mat, now Iām pulling Dallin out and thereās blood just oozing everywhere. My wifeās not there, I donāt know what to do, thereās no one, I donāt know what to do.
I come out in the hallway, and luckily the wrestling coach, heās got some kind of medical background, Iām not sure exactly, he was there. Iām like, āI need help.ā Heās like, āOh my gosh. Yes, put him down.ā So he puts him down, hereās some more pictures. Luckily, because I was kind of in shock I didnāt know what to do, so he goes and gets someone to go grab some gauze and they wrap the knee up. I was like, āWe gotta take him to the ER, but I donāt know what to do. I donāt want to miss Bowenās match. Bowenās been training.ā Ugh, look how deep that is.
So anyway, the coach is there and helps me wrap this thing up and then I ran over to Brandii, our nanny, who is over thereā¦.Hereās my little buddy, laying in the hospital bed, smiling during the surgery. Thereās him all stitched up at the end there. Anyway, heās laying there, and I grab Brandii, who is our nanny and said, āDallin just cut his leg open and heās gotta go to the ER.ā So she grabs all the kids and comes back and Iām like, āI donāt know what to do.ā Bowenās trying to warm up and heās all frazzled because of that.
So me and the coach pick up Dallin and run him out to the car, which is like at least half a mile. We get in the car and Brandii loads up all of our kids plus her kids and heads back to the ER. I run back in and Iām trying toā¦oh, I donāt have our medical cards on me, of course, because thatās how I roll. So Iām trying to find medical stuff to send with him and Bowenās warming up for his match and heās all frazzled because he saw his brother bleeding to death, heās sure his brotherās going to die, his twin brotherās about to die.
So then Iām trying to keep him focused, get him warmed up, and he goes out there and wrestles, and poor little dude. Heās trying so hard, and heās so much better, but he got thrown in the first 10 seconds and pinned. And he comes off just crying his eyes out and I think heās more upset about his brother, but just all the emotions of that, theyāre just little dudes right now.
But oh, it was emotional. I was trying to find Dallinās backpack is in some bleachers, and then Bowen, getting all out the door and then racing over to my car and speeding off to get to the hospital. But I remember when we were leaving all the kids were like, āWeāre starving, weāre starving.ā At the wrestling match. Iām like, my kids havenāt eaten yet. Itās like 6:00, 6:30 at night. Iām racing to the hospital and I run off to a fast food restaurant, this is a crazy story, Iām sorry. I got no one to talk to, my wifeās gone tonight, so hopefully you guys donāt mind.
So I race to the fast food restaurant and I order food, Iām going through the drive thru and Iām like, āI need ten hamburgers, ten drinks and a kids meal because I got a little baby daughter.ā So they pull me through and the ladyās like, āHey, the manager wants to see if you want ten custard ice cream things.ā Iām like, āYou know what, yes. Thatād be awesome.ā So we had this car full of hamburgers, ice cream and water for me and Bowen. Weāre racing back to the ER, we get there and we find Brandii with all the kids and I give her the keys and Iām like, āgo feed the kids in the car.ā And then I run in and Dallinās in there and heās about to start surgery to get his knee all cleaned up. Poor little dude.
The cut was so big and they had to get a needle to numb, they probably shot him, I would say conservatively probably about 30 different shots, heās just screaming, he was so tough. They stitched him all up and it was just forever. Brandii took the kids home, they went home and did homework, and got them all to bed, they did homework until almost 11 and went to bed. Thatās been the last 24 hours of my life.
So itās been crazy. I just wanted to tell you guys that, it was a fun story. Just some of the things, some of the lessons of today I learned. Number one, whenever you are moving towards things that are good, the adversary or whatever you want to call it, is going to fight against you. Thatās okay, itās normal, itās going to happen. I know a lot of listeners are people who believe in God, who think about God and if youāre not, I just recommend remembering thereās a reason why these things happen. I believe itās to get us to remember God. So first off, remember God.
Number two, there are evil people in this world, frivolous people who are just out there to steal money. And theyāre there, and the bigger you get, the bigger of a target youāll become. So just be aware of people and protect yourself in any ways you can. Weāre trying to put up a whole new line of defenses for us, so know that.
Number three, know that sometimes, if you want to have mercy, if you want people to have mercy on you sometimes in life, donāt always fight for justice in every situation. Be okay letting somebody else, just be okay giving somebody else mercy sometimes. Sometimes thatās the right thing to do. Even if itās not, even if it doesnāt give you justice. It may hurt, it may suck, but if you ever want to receive mercy in your life, itās worth it to give to other people. Itās important.
The last one, I donāt know what the moral of the story of the last one is, other than it was just a lot of stuff. Thatās about it. Anyway, I hope that helps you guys, I hope you learned something, I hope you got something. If not, donāt worry about it. If you did, though, please share this video or this podcast with somebody you love and care about. I appreciate you listening, itās a huge honor to have you guys listening to this stuff that we share and I hope that it helps. Thatās all I got for tonight. Thanks you guys, appreciate you all, have an amazing night, weāll see you guys all again tomorrow. Bye.
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A podcast from Russell and Todd in a private plane.
On this special private plane episode Russell and Clickfunnels co-founder, Todd Dickerson, rant about troubles theyāve had with different platforms, most recently iTunes. Here are some of the interesting things you will hear on this episode:
Find out why Russell is not longer getting subscribers for his podcast, and how all efforts to fix the problem have been fruitless. Hear Todd tell a story about a friend of his that basically lost his business when Amazon D-listed his product. Find out why YouTuber, PewdiePie pretty much lost everything after using an offensive term. And discover how we can learn from these examples to make sure we donāt have all our eggs in one basket.So listen here to find out why itās important to have a back up plan when it comes to social media platforms, as well as merchant accounts.
---Transcript---
Hey everyone, this is Russell Brunson. Welcome to the Marketing Secrets podcast. Today we are taking, this whole thing is happening on a private plane with Todd Dickerson.
Todd: Well, itās a little bumpy right now.
Russell: Alright, so right now weāre on a private plane and I want to show you guys the moon out here. Now weāre in the middle of a cloud. I donāt know if you can see this.
Todd: Busting through the clouds.
Russell: So those who are watching this, if youāre listening you canāt see it, but weāre on a private plane, weāre at, I donāt know how many feet in the air. We just left Atlanta, Georgia. Not Atlanta, we left Cherokee county, at the airport, which is kind of cool. We were supposed to beā¦we were really excited because this flight there was supposed to be a beautiful girl right there, and a beautiful girl right there and then Todd right there. But our beautiful ladies, aka our wives are not here. Toddās daughter got sick the last two or three days so his wifeās like, āI canāt make it.ā And then my wifeās like, āWell if sheās not going, Iām not going.ā So now weāre on a romantic trip together without our wives because we already booked a plane.
Todd: So weāre going anyway, itās going to be fun.
Russell: Itās going to be so awesome. Oh, check it out, hereās the moon. Thereās the moon shot. Yeah, thereās the moon. So for those who are watching this, thereās a picture of the moon. Itās so cool. For those of you guys who are listening, you have no idea what weāre seeing, you are totally missing out. Go to marketingsecrets.com and you can watch the video version as well.
Anyway, man this plane is really bumpy. Bumpier than I thought. Weāre above the clouds now, so weāre legit. Alright for those of you guys who donāt know Todd yet, you need to know him. He is the brains behind Clickfunnels. Heās the one who built it all initially and he lives in Atlanta, Georgia. Weāve been trying to get him to move to Boise now for like 6 years. But he told me no. So finally, I feel bad, he comes to Boise like every quarter.
Todd: Every few months.
Russell: This is the first time Iāve come to Atlanta to hang out with him and see his house. I had a chance to hang out with him in his home and his family is amazing. Tell them all about how cool you are.
Todd: Okay.
Russell: Anyway, right now weāre actually heading down to a conference, St Petersburg airport.
Todd: Clear water beach.
Russell: An email marketing conference, a mastermind thing.
Todd: Itās top secret. Weāre not allowed to say where it was.
Russell: We canāt talk about it. Well, by the time this comes out, you canāt yell at me anyway. So thatās what weāre doing. Weāre putting this along so we can show you guys whatās happening. But itās kind of fun. And check it out, oh it looks so cool.
Anyway, I donāt exactly what weāre going to talk about. Thereās so many things we can talk about when weāre like, āWeāre on the plane, letās do a podcast.ā I have one thing I want to rant about and while Iām ranting Iām going to let Todd rant about whatever he wants. Because I want you guys to get to know him better.
So my rant today, right now Iām recording my podcast. Some of you guys know Iāve been a podcast, Marketing In Your Car first, andā¦ā¦ I just popped my ears, thatās why Iām doing weird stuffā¦.So we launched that podcast and ran it for almost 6 years, every single day in my car podcasting, podcasting. Putting in the time, the effort, the work. We built a big following, and then about a year ago we rebranded it as Marketing Secrets. And since weāve rebranded we have 3.5 million downloads, weāve been in the top ten business podcasts for the entire year, our video podcast is the number one, not only in the business category, our video podcast is the number one video podcast in all of iTunes. So youād think that iTunes should like us.
Todd: Yeah, youād think so.
Russell: But apparently, ten days ago they decided they didnāt like us. What they did is they shut down, basically, if youāre subscribed to our podcast you continue to get our stuff, but nobody new can subscribe. Weāve been appealing to them, writing to them and theyāre like, āSorry.ā And weāre like, āWhy are we kicked out?ā theyāre like, āYouāre just kicked out.ā Well, why? They wonāt tell us why, they just said, āYouāre out.ā And it reminded me about something I wanted to talk to you guys about because itās very, very important. And itās never, never, never trust a platform. If youāre building your business on a platform, just prepare to lose it all very, very soon.
Iāve done this multiple times and now itās happening with iTunes. Iāve lost, how many since weāve known, how many email auto-responders?
Todd: Oh my goshā¦
Russell: Iāve been kicked out of Aweber, almost a dozen times. iContact, at least 8 or 9. ActiveCampaign, Bellcheck multiple times, SendGrid multiple times and again just recently, they did it again. Facebook Iāve been kicked off at least 2 or 3 dozen times, weāve been really good and consistent recently. Instagram kicked me off, I got back in luckily. Google kicked us off like a decade ago. We never really got back. YouTube I launched, I had one video that the headline was, āThe Internet Marketing Illuminatiā and they cancelled our account. Itās just crazy.
So all of us, we put all of our eggs in this basket, like Many Chat or Facebook Messenger, every time we put the eggs in, we gotta put all the eggs in this basket. The problem is if somebody doesnāt like you for whatever reason, or no reason at all, they donāt even have to tell you a reason, they can just turn you off. It is insane. You were telling me about the Amazon one todayā¦
Todd: Oh yeah, the Amazon guy, so there was guy locally that was selling stuff online on Amazon, and he was killing it and doing great. He ordered a huge new pallet of stuff from China, had it all shipped over and got here. While it was on the way over, Amazon decided to D-List his product. They didnāt like the name of one of the products, they thought it was too close to another name of something else, D-Listed the product completely. His entire revenue stream disappeared overnight. Luckily, he had been talking to one of our other guys, support agents about funnels, so he started his funnels up, but he was completely dependent on Amazon. Lost a business, he had 5 employees, all of his employees are looking for what theyāll be doing next. Heās struggling to get things going and itās all because he was 100% reliant on Amazon.
It doesnāt mean that it canāt be a side channel thatās awesome for sales, but you cannot have it be a primary thing. Not Amazon, not Google, not Facebook, nothing.
Russell: Itās crazy. So I just wanted to re-emphasize this to all of you guys. If youāre building your business 100% on Facebook, I got bad news for you, Zuckerberg doesnāt care about you. He doesnāt. āBut Russell, Iām paying $1000 a day in Facebook ads.ā He doesnāt care. He doesnāt care even a little bit. Weāre spending insane amounts of money and they donāt care. They donāt care about you, about me, about any of us. All they care about is their customers, making sure the platformās happy. And guess who their shareholders and platform doesnāt like? People like us. So guys, you just have to be aware of that.
iTunes apparently, now that I know, they donāt like people like me. I donāt know why, I just kind of, added a ton of publicity to their platform, added thousands of viewers, millions of downloads, and they just one day out of the blue, āOh, bye.ā With no rhyme orā¦itās crazy to me.
Todd: The top guy wonāt even tell you why.
Russell: Yeah, the escalated it to the highest guy in support, heās like, āYep, we cancelled your account.ā Iām like, āWhy?ā Heās like, āThis ticket has now been closed.ā You wonāt even tell me why? I donāt know what to do.
So a couple of things. Same thing with merchant accounts. I almost went bankrupt before. I had 14 merchant accounts at one bank and all of them got shut down the same day. So 1 is a very, very scary number in business and in marketing. So always think about having multiple things, having multiple ways you are collecting money or are able to collect money. Making sure you have customers from different platforms, make sure the way you message your customers, thereās multiple platforms.
In fact, can we talk about this right now, or is this top secret?
Todd: Itās a little top secret still.
Russell: Itās still top secret.
Todd: We canāt talk about this part of it, but what heās leaning towards is, what we already do in Actionetics on some levels, is being able to communicate on multiple channels, multiple modalities and stuff. But thereās definitely nice stuff thatās going to be coming in the near future.
Russell: I donāt want everyone, again, if you relying 100% on email, you could be in trouble. Itās hurt me multiple times. I think, I would say conservatively about 20 times Iāve lost my email service provider. And Iām not an aggressive marketer, maybe Iām aggressive. I may be aggressive but Iām not unethical. I follow the rules of everything. So itās just kind of crazy.
So a lot of things weāll do, if you were at last yearās Funnel Hacking Live we talked about the big benefit of using Actionetics, you can plug in your other SMTP and if SendGrid shuts you down, you plug in the new one, but you still keep your accounts. Weāre trying to be a platform thatās not shutting our members down, so you have access, so if something bad happens you can plug in to other things.
Todd: itās the new thing with custom domains, Iām not sureā¦.now with Actionetics youāre able to have your own custom domain for everything. So link tracking goes through a custom domain, your unsubscribes go through a custom domain. Everything goes through a custom domain so you donāt have any relationship to any other people on the platform or to us. So if you get in trouble or someone else on the network gets in trouble it doesnāt affect anyone else. Which is, thatās not the case, and the reason why Aweber wonāt let you import people into their platform, itās because if you import people and spam them, then it hurts everyone on Aweber. Thatās no longer going to be the case on the whole Actionetics platform. You are super isolated, so itās only going to affect you if you cause a problem. And if another person on the network causes a problem itās only going to affect them.
Same thing with image hosting and everything, itās all going to be on your own custom domains now, which is actually already live. So if you havenāt set that up, go set up a custom domain, weāre giving everyone free custom domains.
Russell: Itās awesome. Weāre trying to figure out ways to make it so that, we care about you guys as customers, we want to protect your businesses, so weāre trying to make Clickfunnels easier to use. So you can add in multiple SMP, multiple ways to collect money, multiple ways to message us. Youāre not 100% relying on email. Thereās just a lot of cool things that are coming. I canāt tell them aboutā¦..
I always tell people stuff before weāre ready and Todd yells at me, so Iām going to be careful. But thatās where weāre going and I just want to re-emphasize for you guys. If you are relying on one platform, if Zuckerberg is the way your entire business runs, now is the time to diversify. Donāt diversify in 6 months from now, or a year from now. My guess is that windows not going to be that long.
About a year and a half ago when Facebook started shutting our accounts down, I was like, āLose Facebook, Facebooks over.ā For some reason they loosened back up. They had a tight grip on people, but they loosened back up. But you know itās going to come back again, you saw what Google did. I have friends who are making millions and millions of dollars a month, who when Google put the chokehold out, they never recovered. Theyāre doing, working at McDonalds, I donāt know where. But theyāre not doing their business anymore.
So if you want to be around in the long term itās very important to understand that. I still think you should start with a platform, start with Facebook or whatever that is and go there, but be very aware, as soon as thatās working, itās like now you need to add a second source, so as soon as one disappearsā¦.or I need two merchant accounts, in two separate banks. I need to be able to collect money just in case one dries up or goes away. Make sure multiple auto-responders, SMTP, all those things are very, very important, just donāt rely on a platform. The platform will screw you over. They do not care about you or me, they only care about themselves and their customers. They think for any reason, because of something we produce it effects the experience of the customer, gone.
Todd: Or the shareholder.
Russell: Or the shareholder.
Todd: Thatās the reason why weāre not VC by the way. Same type of thing.
Russell: The reason why we love you guys, weāre not taking VC money because we want to be able to protect you guys. But itās crazy, I have no idea. I talked about God in my last podcast, maybe that was why. I donāt know. Itās crazy.
In YouTube, we were talking aboutā¦.whoās that famous dude who lost his YouTube again?
Todd: Oh, thereās PewdiePie or whatever, there was 50 million followers. I mean to be fair, there were some things that he shouldnāt have said, but instantly they shut down his business, he had dozens of employees, everyone out of work, completely shut down this entire media empire more or less, with the flip of a switch.
Russell: Cutie Pie?
Todd: PewdiePie
Russell: PewdiePie! So if you guys know PewdiePie, he got screwed by this as well, itās crazy. And if you look at it thereās stuff on YouTube thatās so super offensive. I donāt even know what he said, but he said something.
Todd: He said something offensive, it was probably really bad.
Russell: It was probably really bad, yeah. But nevertheless they just crushed him like a grape, and they donāt care. Youāre like, āBut dude. I put in 5 million dollars a year in your platform.ā But āWe donāt care about you.ā Thatās what happened with Google. I remember when Google slapped everybody, everyoneās so shocked like, āI spend a hundred grand a month on Google ads.ā Theyāre like, āYou are one of our smallest clients.ā
Todd: Itās a blib. They wonāt even talk to you if youāre spending that.
Russell: Itās a lot of money to us, but to them, they donāt even care. Theyāre just angry that you interrupted the customer experience. So itās just something to be very, very, very aware of.
Todd: Yeah, if youāre selling on Amazon, if youāre building your business on any of these platforms, thatās fine, but you need to also be expanding out. Building your customer list, building your email list, building your different chat lists, building your different communication channels with this. Building an actual business where youāre able to keep things going if Amazon decides to shut you off tomorrow. Because it will happen, it has happened to plenty of people.
Russell: So there is your warning. Ye have been warned. Thus sayeth Clickfunnels. Be careful because they will screw you over.
Okay, one last thing for this podcast. Toddās working on tons of new stuff, we canāt talk about it, but what are you most excited about with the new stuff in Clickfunnels coming out?
Todd: Iām most excited about this thing that I canāt tell you about yet.
Russell: Sorry! Itās so awesome though. He showed me all the screenshots today.
Todd: So yeah, thereās the potential to basically 2x probably the results that youāre getting from different leads that are coming in on the front door from a communication perspective. Double open rates, double click rates, that kind of thing on what youāre currently seeing on your primary channel of communication.
Russell: Thatās like being super, low balling. Double isā¦.
Todd: Super generic low balling but itās way more than that.
Russell: Yeah, it really is probably.
Todd: Yeah, it really is probably way more than that. And thereās also some cool things with payment processing that weāre beta testing right now that should literally instantly double mobile conversions.
Russell: That one we can talk about?
Todd: Yeah, I mean we can talk about that.
Russell: You can be in on this one.
Todd: So ApplePay, AndroidPay and Paypal all on one push to order. So the results weāre seeing preliminary at least, on the apple based stuff is literally, you go online, you click add apple pay to your thing, you press your thumb on it, and itās instant. Everything works with upsells, with OTOās, down sells, one click ad sales.
Russell: So imagine on your mobile, youāre on your phone and someone comes with a free plus shipping offer and they buy, does ApplePay pop up on their phone?
Todd: They only literally have to order once. They order on your primary order form, one time. Just like you, instead of typing in an order number, we have their thumbprint. Boom, itās ordered. And then on an upsell they can just click one button, just like you would if they had to put in a credit card number. We can charge them, do the whole process, do everything we need to do. Same thing for Android. Thatās the other sexy part that just recently came out. Brand new Android, theyāre calling it like Google Pay or something like that, but weāll be also supporting that as well. So youāll be able to have Apple and Android, which for the longest time, most of the other platforms out there, they still have, if they do support it, itās only Apple.
Russell: So thatās crazy. For those who are selling stuff mobile-y, itās going to make your mobile experience so insanely good. People, I donāt know about you, I never buy things on my phone because I hate trying to type my credit card with my thumb. So what I do, I always email myself the link and then sometimes I buy stuff and sometimes I donāt because at that point I forget about it, whereas this is now like, ohā¦and they click their little thumbprint and it dings their card and then upsell, upsell, upsell, boom, fulfillment.
Iām also going to prophecy, I donāt know if I should prophecy, itās kind of sacreligious. I donāt want to get shot down in this plane. Iām going to forecast, is that a better word? Iām going to forecast the future of where things are going. I was telling Steven this the other day. You know how we always design websites for desktops, usually wide, using multiple columns and stuff like that, mark my word, the future of where website design is going, is in single column, narrow width pages. If you look at Dollar Shave Clubās order form, this is the best example. You go to the page and the order form is like this wide going down the middle, and the fields are all centered and very, very clear, and it works really good mobile-y.
But I think thatās going to be the future of where even desktop is all designed. Thatās my forecast, Iām guessing. So youāll start seeing, youāll notice Clickfunnels, one of our order pages right now is a lot more simple. That, I think thatās where future things are going to be.
Todd: It needs to be sized down properly, to do that. And you can easily, in the Clickfunnels editor, you can easily do that. Just jump into mobile mode, build it first in mobile mode, click desktop and youāll see it in both modes. Thatās the great thing about it. You literally only have to design it once. You might change some font sizes or show some images on desktop that you donāt show on mobile, stuff like that, that you can customize. But in reality you can do it first on mobile very easily.
Russell: I think people read more on mobile than videos, donāt you?
Todd: Yeah.
Russell: When Iām looking, I never push play on a video on mobile, like a sales video, Iād rather always read. Which is why I also think like a blend of video plus text is going to be more and more important. I look at a lot of our stuff now and itās like hereās the video of me pitching it and then below thereās the copy of me pitching it. Because a lot of video Iāll see the play button, but Iāll, typically youāre in the bathroom or something and itās awkward. This is my phone handā¦.Just kidding.
Anyway, thereās some forecasts and some ideas. But thatās what we got for you guys. So I hope you guys have enjoyed the flight. Weāre probably half way to our destination. All you need to remember is, first off, donāt rely on one platform for anything. Your advertizing, your messaging to your customers, your merchanting, the only one platform you should be relying on 100% is Clickfunnels because we love you guys.
Todd: Weāre flexible with everything too. We allow you plug in other platforms. We allow you to plug in every other platform out there. Thatās why we built a way for you toā¦.
Russell: Weāre the only ones that love you enough that you should just focus on us. But then like I said, our focus, one big thing that weāre moving forward, is building in all the back ends, so you can plug in backups for stuff, you have multiple ways to message people outside of just email, in case email gets shutdown. Multiple merchant accounts in case your merchant accounts get shut down. All those kind of things. But donāt forget on your ad side, on your podcast side, all those things. My podcast downloads have dropped because Iām no longer listed, which drives me nuts. And nobody can subscribe to my podcast now. So now I gotta do work, anyway itās just a new annoyance happening.
And thereās always a work-around. If you get your Facebook account shut down, donāt just walk away and be like, āApparently I broke their termsā¦ā This is the other thing that drives me crazy. I remember, youāve probably heard us talk about SEO days, people were like, who were anti-SEO were like, āWell, we donāt want to do this because itās against Googleās terms of service.ā And itās like, āTheir terms of serviceā¦theyāre coming to your website and spidering you. You can do whatever you want on your website.ā Itās this weird thing.
So same thing, people getting their Facebook account shutdown are like, āItās over. Iām done. This is not fair.ā No, you donāt understand. This is your business, this is war. If theyāre coming in and shutting you down, you need to fight back and get back in and keep coming back and coming back. Donāt just get knocked down and be like, āUgh, Iām dead.ā If that had happened to us, we would have lost our business decades ago. But weāre fighters so we get back up and keep going.
So youāll see my podcast back, very, very soon. Itās annoying because I will lose all of my preā¦.anyway, weāll leave it at that. Itās all fun games. When all is said and done, it doesnāt really matter. Weāre trying to change the world and these guys get in our way. The platform will get in your way, and try to keep you from that. So just ignore them and keep moving forward. They shut you down, come back, make some tweaks, changes and keep going on and keep serving your people because theyāre there, it matters, itās worth it. Anything else? Any final words?
Todd: See you on the ground.
Russell: See you guys. Bye everybody.
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Interesting thoughts I had on my drive home from Salt Lake City.
On this episode Russell relates following Godās will to following the will of the market in business. Here are some of the enlightening things you will hear in todayās episode:
How spending his weekend talking to a leader in his church reminded him thatās its important to align your beliefās with Gods. How aligning your beliefs will Godās is similar to aligning your product ideas with the needs of the market youāre in. And find out how you can align your own beliefs with that of the market you are in.So listen here to find out how Russell is able to relate business marketing to God.
---Transcript---
Whatās up everybody? This is Russell Brunson and welcome to the Marketing Secrets podcast.
Hey everyone, I hope you guys are all having an amazing day today. Whoa, Iām juggling my phone as I get in the car. Crazy day. We are just leaving, I was about to leave the house today and I walked out and Norah was outside on the trampolines jumping.
Some of you guys heard my crazy stories. We had a big side yard that was kind of a big empty weed field. So we decided this year to go a little crazy. So we put in a football/soccer field, a volleyball court, basketball court, baseball and a track that wraps the whole thing and then 9 underground trampolines. And they got the 9 underground trampolines up this weekend while we were gone. So we spent all night last night when we got home jumping and then this morning, I was about to leave and I could hear little giggles outside and I went outside and Norah was jumping.
Itās a little bit cold out here, but I went and jumped for the last little bit. Now Iām heading out so Iām buckling up in my car and we are ready to rock and roll. Itās funny, we were gone this week. We went and drove to Burley where my in-laws live and we dropped off our kids and from there we drove down to Salt Lake because I had a meeting that Iāll tell you guys about here in a second.
But itās funny, on the way home we went camping and stuff like that, so I havenāt shaved in two days. So my face was all prickly, you know what I mean. I was picking up Norah yesterday and her curly hair is like Velcro on my beard. I tried for two days and I just hated it, so I just shaved it this morning. Iām like, ah, I feel so much better.
But I hate it because Iāve been watching, weāve been studying Dollar Shave Club and Dollar Beard Clubās off-boarding process. In fact, I wrote about it in Funnel university this month. And I donāt know what it is, all the beard guys just seem cooler and part of me is like I wanna be cool like the beard guys but I just canāt. Two days and I gave up, it was horrible. So Iāll never be as cool as the beard guys. But I will give them credit, they are definitely cooler than us shaved guys. Anyway, hopefully someday Iāll become a man and be able to grow one out. That day is not today.
Anyway, so I want to share something today, and some of you might be thinking, Russell this is a marketing podcast why are you talking about God? Because he has to do with everything, itās really important. And the lesson I learned this weekend has to do with God, but it also then relates back to you guys and your market, so I think itās really, really important.
So I was in Utah and I had a meeting with someone who is one of the top leaders in my church, the Mormon church. And we believe in our church that thereās a prophet and his 12 apostles, similar to how when Christ was on Earth. And my meeting was with one of the twelve apostles, which was really a huge honor, and scary and exciting and all those things all wrapped into one. And I had a chance to meet with him.
So this whole week prior to leading up to it, Iāve had a lot of thoughts about just life and how things work and then obviously meeting with him and then afterwards, it was a really neat reflection in time. And there was something that came out, I mean, there was a lot of stuff I wish I could share in the context of this podcast, but itās probably not appropriate or the right spot, so I wonāt. But there was one thing that just kept ringing through my head that I wanted to share because I think itās important and it does relate back to marketing. So there you go. Is it I alright if I relate it back to marketing, if I talk about God for a few minutes? Hopefully thatās okay.
So itās interesting, if you look at the world, what the world tries to do is that they see, I donāt want to get political because I donāt care about politics at all, so Iām not going to get political. But I see this mostly, itās amplified in politics, where itās like these are the agenda items that people either believe this or believe this and they fight back and forth, whoās right and whoās wrong, and all that stuff. And itās kind of crazy.
And itās been interesting, in my life, and Iām not perfect in this by any stretch, this is what I aspire to be, when I look at an issue, when I look at something it shouldnāt be what do I believe. What does Russell believe on this topic? It should be, okay I believe in a God, so what does God actually believe on this topic? And then my job as a human here is not to try to convince God that, āNo, no, no, youāre wrong.ā Because heās not.
So my goal is to look at what he believes on the topic and then bend my will towards that. Say, okay this is what he believes therefore this is what I believe. Thatās how it should be, if you do believe in an all powerful creator who created the heavens and the earth and everything. I think we should bend our will towards him. This is what he thinks, therefore this is what I think, on any topic.
I think thatās important as weāre trying to set up our beliefās. What weāre for and what weāre against. It should be less of, this is my opinion, this is what I think is right, this is what I studied, what I read. It should be like, what does God actually think and then sit back and pray and find out what he believes and then be like cool. I will align my will with yours. I will align with that because thatās what you believe.
So I was thinking about that, again, something I probably wouldnāt normally share inside the podcast, but I started thinking about this from the business standpoint too because thereās always correlations between all things. And itās funny because a lot of the entrepreneurs that I work with, itās interesting what they do. They have an idea, āThis is a product I want to create. Itās the greatest thing in the world. Itās going to change mankind. I want to charge this price for it, this is how I want to deliver it.ā And they have all these things that they want to do because itās their idea. Itās their baby.
And they go out there and they put it on the market and the market crushes it and itās like, that idea sucks. Or that price point is not right. Or whatever it is, the market goes and does itās thing. And the market in this situation is kind of like God. The market doesnāt care who you are, not that God, God does care. But the market doesnāt care who you are. The market doesnāt care how good your ideas are.
The market is what it is. If you put your thing out there and it will tell you, that idea sucked. Or that idea is amazing. Or whatever the thing in between there is. And our job as entrepreneurs, is not to try to convince the market that our idea is the best, our job is to find out what does the market actually want and then align our will with that.
And when you do that, thatās when things explode. Thatās why when we test funnels, weāll test and be like, oh the market said no. And we try again and we test and tweak the messaging and the pricing, we keep moving things around until we figure out what does the market actually want? How much do they want to spend for this? Whatās the price point? What do they actually want? Do they even want this product? A lot of my ideas they didnāt want. As great of an idea as I thought they were, the market did not care about it. And the market is the only thing that actually matters.
So I always tell people, it drives me crazy people in my coaching programs, Facebook groups, and everything will come in and be like, āWhatās your opinion on this?ā and Iām like, āDude, donāt take my opinion on it. I donāt even trust my opinion on my own stuff. I let the market decide. I create the thing the best I know how to do, based on what I have seen the market respond to in the past. I make the thing and then I send some traffic to it and I let the market vote. And I donāt let the market vote through quizzes or surveys or things like that. Where theyāre like, āOh yeah, I would buy that.ā The only thing that I care about is people that actually pull their wallets out of their pocket and swipe their credit card. That is how the market votes. They donāt vote with their mouth, they vote with their credit card.ā
Yes, I do, for those of you watching, I do have a Clickfunnels sticker on my wallet because it is what fills my wallet full of the stuff that we need to buy.
Anyway, so thatās how it works. So for you guys, as entrepreneurs, itās important for you to not get so caught up on your ideas and what you believe. It is important for you to figure out what the market actually wants. What they actually believe. They believe this is worth this amount of money, they believe that this is what they want to buy. You figure out what the market actually wants, and you do that you become rich. If you fight against that, you struggle. Iāve seen people go years, maybe decades and never have success because they are trying to jam their beliefās down the marketās throat. And the market doesnāt care about you, all the market wants is what it wants. So you gotta figure out what it wants and then you align your will with that. And thatās it.
So as I was thinking about that this weekend with God and our responsibility to not so much try to dictate what we believe and try to shove it down his throat. But to figure out what he believes and align our will him. Itās the same thing with the market. And when you understand that, thatās when business becomes a lot easier.
It comes back to Expert Secrets 101, like page 3 or whatever, find a hot market, ask them what they want, and then give it to them. It does not say, find a hot market, decide what you think would be awesome to create and then jam it down their throats. That is a hard business to run. Okay, itās the opposite way. Find a hot market, ask what they want, and then give it to them. Thatās it and the market will tell you. The market will tell you if youāre right. The market will tell you if youāre wrong. If youāre wrong, donāt be mad about it. Just change your approach, change the pricing, change the hook, change the angle, change the product, change the service. Create what it wants and then everything will take place that you need it to.
Okay, there you go, is that okay that we reel religion into this thing? Because even if you guys donāt believe in God, it doesnāt mean heās not there. Thatās whatās interesting. I have people, friends that are like, āI donāt believe in God, you shouldnāt talk about it.ā Iām like, āWhether you believe in him or not, heās still there.ā Thatās the interesting thing.
People are like, āI donāt believe this will sell.ā Whether you believe it or not, it doesnāt really matter, itās what the market believes. So letās go find out what the truth is, and letās align our beliefās with that. Thatās in all aspects of life. So there you go.
Thatās preacher Brunson preaching on. Hope you guys donāt mind. Anyway, regardless, I hope you got something out of that one and hopefully you guys understand thatās how the world works, how the market works. And when you understand that, and you align your will toward it, thatās how you grow a company. Find a hot market, ask what they want, and give it to them. Alright guys, Iām at the office, I gotta go. See you all soon. Bye everybody.
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Russellās rant about whatās keeping people from success.
On this episode Russell rants about the difference between daycare, college and coaching and why to be successful you need coaching. But to be a champion you have to put in the extra work because coaches can only take you so far. Here are some interesting things in this episode:
Why you need to listen to your coaches to be successful, otherwise you might as well go to daycare or college. And why putting in extra work after the coaching is what will make you a champion.Listen here to find out why you need to move on from daycare, and college and jump into coaching and then put in even more effort to become a champion.
---Transcript---
Whatās up everybody? This is Russell Brunson and this is an emergency impromptu podcast with angry Steven behind me. So I have to do this right now. The Software Secrets webinar is starting in less than an hour and I should be doing slides, but something just made me angry so I wanted to jump on. And youāre kind of angry too.
Steven: It actually kind of pisses me off. Itās a recurring thing.
Russell: Alright so, this is a coaching call for everybody, and owe, weāre going to queue the Marketing Secrets intro and then weāll come back to what weāve gotta do.
Alright welcome back, so now that weāre still angry, hopefully the intro got you pumped, I want to talk to you guys about the difference between coaching, college, and a daycare. This is very important for you to understand because some of you guys for some reason think that we run a daycare here and we donāt.
So right here actually, if youāre watching the video version, if you look out the window here, this is our office, Clickfunnels right there, thereās the daycare. So itās right next store. Thereās a little playground right there, you guys can see it. Thatās the daycare.
Steven: And they cry and they scream and theyāre whiny.
Russell: So the daycare, itās really cool. The way it works is you show up there and then someone takes care of you the entire day. Like when youāre hungry, they give you food. When youāre thirsty they give you water. When you poop yourself, they wipe your butt. Itās really, really nice. Itās like what? $50 a month, $100? I donāt know how much it is. But thatās a daycare , thatās how daycareās work.
So thatās one option of how you can get better at life, you can go to a daycare. Option number two, you go to school. Now, the thing about school is it costs a bunch of money. They donāt care about you at all. You show up and then you do your assignments or you donāt, they donāt really care and they give you an A, B, C, D or F. or if youāre in England I also found out they have an E. We donāt Eās in America, but apparently in England thereās Eās. But A, B, C, D, or F and then as long as you get a C, they donāt, Cās good enough and you get a degree. In fact, my motto in college was Cās get degrees. Thatās how I passed school. As long as I got a C I could wrestle. So I literally had a 2.1 GPA, I had complete Cās all the way through, except for I got a B in, I think it was somethingā¦.It was like semester one of year one. So it was a long time ago, I donāt even remember what it was.
But I got Cās, I got a degree and yay! I got a degree, whooo. And I leave with a piece of paper thatās completely useless. So we got daycare, we got school and then the third option now, is coaching. So how does coaching work? Iām a wrestler and every single day I show up to wrestling practice, my coach was there. My coach was really good. He knew what he was doing. And I show up and all the other wrestlers would show up and weād sit and watch the coach and heād teach us moves and weāre like, āOh, cool. Thatās a good move.ā And guess what?
Some of the kids would watch the coach and theyād try the move and they didnāt do it right and they just sat there on their butts and did nothing. And then guess what? They sucked at wrestling. And the coach didnāt give them a B, or a C, or an A and it didnāt matter because they were going to put them out on the mat and they were going to get the crap kicked out of them in front of everybody. That was the reality. You donāt get an A, B or C, itās like okay youāre about to go fight someone. This is your preparation, if you want to just crap it away, congratulations, you did that. And youāre going to get beat up in front of everybody.
Then there are people like me, I listen to coaches, I watch, I train, I ask them questions, I keep doing it, I train, I practice. When he would leave my dad would come over, my dadās out there. When he would leave, then weād go out to the house eat dinner and my friends would come to my house and we had a wrestling mat on my back porch, weād wrestle on the back porch and guess what?
I became a state champ, I became an all American, I got a college scholarship, because I did more. My dad used to always tell me, ā A coach can take somebody to this level. And a coach has got a whole bunch of people heās coaching. That entire wrestling room is all there and everyoneās getting there and the coach can get everybody to this level right here. The difference between someone whoās going to be a coach, and someoneās whoās going to be a champion, is after the coach gets you here, itās that extra effort. Thatās what makes you a champion.ā
So whatās cool about marketing and sales, first off, weāre not a daycare. Iām not going to wipe your butt. I donāt freaking care if you succeed or not. Thatās not on top of me. Number two, this is not college, Iām not going to be like āCongratulations, hereās a C you can go get a degree.ā Because guess what? Youāve gotta go out there on your webinar or with your pride, and you gotta step out there in front of everybody and youāre getting the crap kicked out of you and if youāre getting a C, youāre going to get destroyed. Iām not giving out Cās. Itās not a college, or university. I actually care about your success.
So what weāre going to go is weāre going to have a coaching program, but we run the coaching program just like wrestling. Weāre coaching a whole bunch of people the best that we know how. We know what works, but guess what? Everyone sitting in the room is hearing the exact same thing. And the difference between a champion and someone who is average is whoās going to take that extra effort. Whoās going to ask the coach other questions? Whoās going to follow up? Whoās going to practice? Whoās going to get better? Whoās going to do stuff on their own? Whoās going to go home at night, after they eat dinner, for the third practice of the day because they want to be a winner?
Those are the people who win and those are the people we coach. So right now youāre in a coaching program. So any of you guys who are in our coaching program, this is specifically towards one person who Iām yelling at, but this is an important lesson for everyone. First off, weāre not a daycare. If you want someone to wipe your butt, itās like $100 across the street from Clickfunnels. Across, itās not even the street, itās like over the fence right there. They will wipe your butt and youāll feel really good, because you gotta clean butt.
Number two, you can go to college. Boise Stateās like, I donāt know, 4 or 5 miles down the road. Theyāll give you Cās and youāll feel really good. You can put it on your wall and be like, āI got a degree.ā And youāre so awesome, but youāre going to go out in the real world and get the crap kicked out of you.
Or number three, you can become a champion. Show up every single day, work your butt off, work hard, and then go out and do the extra effort you need to do to be successful. The last two nights in a row, guess how late I was here at the freaking office working on my slides? 2:00 both nights in a row. āBut Russell, youāre super successful, why are you still working hard?ā Because champions go the extra effort.
I could have gone home. I couldāve not done this. I couldāve just slept. And we got people who are like, āOh Russell, I worked really hard. I was up til like 8 last night.ā Dude, you guys arenāt even there yet. You shouldnāt be going to bed until at least 2 or 3 or 4 in the morning til you freaking get this thing figured out. If you want to be a champion, the coaches can get you to this level. My coaching, Stevenās coaching, what we are doing, we will get you to this level but thatās the level everyoneās at. And guess what? If youāre at that level that everyoneās at youāre not going to be successful.
Champions go the extra effort. Champions do a practice afterwards. Champions go home and do another practice. Champions are thinking about it, dreaming about it, working on it, trying to perfect the art so they can become a champion. If you want to be successful in business youāve got to do that because this is not something where weāre going to give you a C and now youāre going to make money. It doesnāt work that way. Youāre going to go out there into the real world, into the marketplace, the marketplace is going to kick the crap out of you if you havenāt been prepared.
If you show up and youāre like, āHey marketplace, I did my first webinar and nobody showed up.ā Itās because your stuffās boring because you just did the baseline and you quit. āI did the webinar, 5 people showed up and nobody bought.ā First off, itās because you did the baseline. If you want to be a champion you have to put in the extra effort from here to here. That is the extra effort you have to be to be a champ.
So to recap today. Number one if you want your butt wiped, go sign up for the daycare, itās really cheap. And theyāll wipe your butt and itāll feel so good. Number two, if you want to feel good about yourself, feel happy, and like kumbaya and all that crap, go to school, theyāll give you a degree. Cās get degrees, but they will not make you any money. And number three, if you want to be coached, be coachable. Come to the coaching program, listen to what they say and then do it. Donāt complain, āI canāt figure outā¦.ā Dude, thereās a thing called Google. Thereās an answer to everything, you have to go that extra effort. You have to freaking do it. And you have to do it and you have to do it and you have to do it and youāre going to get beat up a lot during this practice period of time, but guess what?
If you do that and get beat up, thatās how when you step out on the real mat against really good people, thatās how you win and weāre creating winners here and thatās what we want.
So if youāre wondering, man this stuff doesnāt work for meā¦.actually for those who are watching the video, Iām going to show you this stuff works really good. Iām going to show you, come down the hall. This is how well it works. For those champions, those who take the extra effort there, from here to here, we have them immortalized on our wall. Thereās a lot of them. All of these guys here, the Two Comma Club award. All these people, these are the champions. They didnāt just go through the coaching program and stop, āSteven wasnāt as clear on how to doā¦ā
They freaking Googled it and they asked other questions. They asked the community, and they worked hard, and they tried, and they tested, and they figured things out, and they were rewarded with a gold platinum record here, with two commas. Thereās tons of them, boom.
I was showing Instagram last night, if you guys havenāt seen this yet. This month alone, the first guy came inā¦.we filled this wall completely up, and right now if you look at this thereās 15 new oneās that came in.
Steven: Itās like 4 or 5 a week.
Russell: 15 that came in this month so far, but check this out. I came in last night and look at this, we have a whole other stack. Another 11 more. 11 +15 is 26. So we had 26 people join the Two Comma Club in the last 30 days. So what does that mean for you guys. One millionaire a dayās being made, so if you arenāt hitting it, youāre just stopping right here. Youāre not doing that last little bit from there to there that is important to do. So there you go.
Steven: You gotta understand that Russell and I donāt hold the key to your success. Thatās not at all how this works. Itās funny to watch different people who come in and do different coaching and stuff. Itās always easy to see, that extra little bit, thatās what keeps going. If youāre looking for external things to motivate you, itās the wrong question already. No one needs to motivate you to do your thing. No one cares about your thing as much as you do. So you gotta be the one whoās all fiery and out there doing the thing, being a pioneer to some extent for your own success with it. Because honestly, youāre the only one whoās going to care enough to do it.
So Russell shows the framework, weāll show how to do it, weāll help you do things along the way as you get stuck, or whatever it is, but itās totally up to you. Youāre success, everything is gonna be riding on your back.
Russell: 100% If you donāt really want success, you just want someone to wipe your butt, go to daycare. If you donāt want success, you just want to feel good and get a degree on the wall, go to freaking college. If you want to make money, change your life, be successful, get a coach. If itās not me, get someone else. Get a coach, freaking do everything they say, and then stop and do more. Thatās it. Championsā¦..My dad used to tell me this all the time, āCoach only takes you to this level. Champions are made right there.ā
Alright, it ran over. I gotta get back to slides. Alright you guys, appreciate you all. Thanks so much. I know Iām preaching to the choir for a lot of you guys, but for the other ones, if that stung a little bit, Iām talking to you. So thanks you guys, talk to you soon. Bye.
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How weāre creating systems so that everyone can focus on their unique abilities.
On this episode Russell talks about being worth $100,000 a day in his business, but not being worth anything as an assistant wrestling coaching. He goes on to say why itās important to focus on unique abilities. Here are some of the amazing things in todayās episode:
Why Russell had to tell an old friend that he couldnāt come visit unless he paid him $100,000 a day. How Russell ended up being an assistant wrestling coach for free. And why focusing on our own and our team members unique abilities is a good way to grow your company.So listen here to find out why Russell charges $100,000 a day for business consulting, but is an assistant wrestling coach for free.
---Transcript---
Whatās up everybody, this is Russell Brunson. Welcome to Marketing Secrets podcast. I hope you guys have an amazing day today because Iāve got something cool to share with you. Alright everybody, Iām heading back into the office. Itās been a couple, the last two weeks have been a lot.
Some of you guys, if youāve been watching, last week I re-wrote the webinar from the ground up and it did really well. Over a million dollars in sales in the first week, which is cool. But the coolest thing, now that asset is done and created it will be placed in different places, including the home page of Clickfunnels. And it should, next year generate a lot. Anywhere from 10 ā 20 million bucks.
So itās like, you do the work once and it pays you forever. And now Iām writing a webinar this week for our new program called Software Secrets, which is a brand new thing. Itās always, the last webinar I wrote from scratch, but the offer was similar to what Iāve done in the past. So this one, this is a brand new offer, brand new everything.
And my kids started wrestling, and I donāt know if I told you guys this already, but the first day of wrestling practice happened and I didnāt know about it. I donāt know, we just got the dates messed up. So my kids went and that night I came home and I was all excited to see them, āHow was wrestling?ā and theyāre all in tears, āWe hate wrestling. We never want to go back.ā And I was like, āWhat? No.ā So I had to call the coach and a few minutes later I called to be an assistant wrestling coach. So now everyday at 3:00, I love it, I get to go to wrestling practice with my kids.
The only problem is that this week was planned to be the Software Secrets launch week, so I was going to have a whole week to build out the webinar. The problem is that now from 3 til 6 every night Iām at wrestling. So it cuts out, plus like drive times and everything else, it cuts out about 4 Ā½-5 hours every day. So I really needed to get this webinar, so Iāve been late nights. I was up at the office until 2 last night. Iām going to probably be there til 2 or 3 tonight and then do the webinar tomorrow morning live.
But I think conservatively, itās an amazing offer. Itās really insane. I would be shocked if we donāt do a million dollars during the launch week, or this week, the webinar week, you know. And then that will go on and next year it could do, who knows, anywhere from 5-10 million bucks. So you do the work once and it pays you for the next 5 years, which is cool. Thatās what I love about webinars. All that effort you put into it. So itās worth putting in the effort.
Itās funny, as Iāve been doing this and thinking about it, I had an old friend from about 15 years ago call me and to start off, just kind of catching up and then, and I respect him for this, but as a good sales person does, he wanted to sell me something, and heās like, āyeah, I could fly out to Boise and spend a day or two with you guys and show you all the stuff that we have.ā And all this stuff right, and I was just like, how do you tell your friends this.
Awkwardly Iām sitting there and Iām like, āHey man,ā I was so uncomfortable, because how do you tell your friend, someone whoās known you when you were just a punk kid? āI donāt know how to tell you this nicely, but just so you know, right now I bill out, if you were to come in for a day of consulting I bill out an 8 hour day at $100,000. So for you to come out for 2 or 3 days, the opportunity cost for me, its 2 or 3 hundred thousand dollars. So itās really hard for me to just block out that time. I feel like such a jerk telling you that. But if you want to come out and we hang out as friends or something, I would love to see you again as friends, thatās super cool. To take 2 or 3 business days, the opportunity cost is not little.ā
He was like, āWhat? Are you serious?ā Iām like, āyeah.ā Itās kind of awkward right. But thatās what we charge. You know, I saw someone the other day posting in our Facebook group like, āHow come the guruās donāt just charge $150 an hour so they can help everyone?ā and itās like, gall I wish I could. I wish there were more hours in the day. Thatād be awesome. But I was like, literally Iām spending 3 days to create this webinar that will make me a million dollars in the first week. And anywhere from 5 to 10 million dollars extra, maybe more. Who knows?
So Iām spending 3 days, 3 days of focus time. And in my pocket goes 8 plus figures. $100,000 a day is actually super cheap discounted rate. You know what I mean? So I was trying to explain that, I was like, I donāt know how to say it nicely. I was like, even if you did want to pay me $100,000 a day, the first opening is probably 5 or 6 months away. My calendar is insanely booked. Anyway, so thatās kind of, that was this awkward moment. āIām so sorry man, I just, I donāt want you to think Iām a jerk or anything, but thatās why I canāt just have you come out for 2 or 3 days to sell me something. I just canāt, I wish I could.ā
So that was, thereās step one. And then so now Iām at wrestling practice with my kids and Iām sitting there and Iām spending 3 or 4 hours a day, every day, at wrestling practice, which again, I love. Itās so cool. I remember when I was this age, going to practice and my dad coming and watching and working out with me. Itās just cool. Itās been a really unique time with the twins, just such a cool thing to be able to spend time with them. Like I said, they havenāt liked wrestling, so Iām in there trying to make sure theyāre liking it. Iām in there wrestling most of the time Iām drilling with them, Iām helping them and just making sure they have a good experience just so that they keep doing it. And for the next two or three years in the beginning programs, that they like it.
If they like, I just donāt want them to get hurt, or beat up, so Iām just there to make sure that they like it and teach them some moves so they start beating kids. Because if you start beating kids, then it gets fun. So Iām just like, trying to get them through this initial pain of the beginning. And Iām sitting there, Iām an assistant coach, Iām not getting paid anything obviously. And I was just like, itās so interesting, in this area of my life, like in business, my time is worth $100,000 a day. But in wrestling my time is not worth anything. Iām not getting paid for the 3 to 4 hours a day that Iām spending, which is, I donāt want to get paid for it.
But I had this realization, over here Iām insanely valuable monetarily. Over here, Iām not. Best case scenario, if I was, even the best wrestling coaches in the world maybe, maybe clear 6 figures, probably not. Most of them probably $50-60 grand max. And these are like the best, these are the dudes like the Michael Jordanās of the world, of the wrestling world. So itās like, letās just say I was at that level and I was getting paid that, Iād still be making $20 an hour, $30 an hour maybe. So for three hours itās worth $60, $80, maybe $100 for my time. Whereas that time spent over here is worth $20 grand an hour. Youāre looking at $20, 40, 60 grand for that same time, just where am I focusing at.
And as I was thinking through it I was like, thatās so fascinating how valuable I am here and not so much here. So I started thinking about us as entrepreneurs where how often do we spend our time, we have a unique ability thatās worth $100 grand a day right. To our company and to us and the people weāre serving right. But then, we go and start doing these $8 an hour jobs because itās gotta be done, so I should be the one doing it. But youāre not worth that much there. Itās so expensive to have you spending time on $8, 10, 20 an hour jobs if youāre making $20,000 an hour doing your unique ability.
Itās been interesting, Iāve been working with Jeff Woods, from The One Thing, on building things out. One of the big things Iām focusing on, thinking through is weāre trying to re-systemize our business because itās kind of to the point where we need to re-set and re-do all those things. And as Iām thinking through it Iām just like, I want to create the systems and my goal in these systems is to create the system so that it forces me, and forces everybody on my team to only do their unique ability. Because each of us has a unique ability where weāre worth $100,000 a day, and then we have things weāre good at where weāre worth $20 an hour.
Itās like, if I can get everyone focusing on their unique abilities where theyāre worth $100 grand a day versus their non unique abilities where theyāre worth $100 a day, man how much faster can we grow and can we scale and all those type of things? So thatās been my thought process.
So right now, weāre in the re-systemization of our company from now until the end of the year. After the Software Secrets launch Iām going to take, you guys will see me take a little bit of my foot off the gas, so I can recoup, restructure, get systems in place and then in January weāre going to go crazy, so itās going to be fun.
But thatās why, Iām trying to figure out how to get everyone focusing on their unique ability and not focusing on the $100 a day jobs that they can do, and they are doing, but how do we get it so weāre all focusing on unique abilities? So for you guys who are thinking about it, whatās your unique ability? Think through that and then figure out, okay now that I know that, what are the people on my teams unique abilities and how do I create a structure where everyone is focusing 100% of their time on unique abilities? When you do that, youāll start growing.
Dan Sullivan, at strategiccoach.com, if you guys go there he, I just bought every book on his website last week. It showed up in a huge box. Because Iām about to immerse in some Dan Sullivan, so I donāt just buy one book, I buy all of them because I love immersion. But in one of his books, itās about unique ability, it has like a work book and everything. I havenāt read it yet, but I know itās awesome, so check it out.
You guys, there is Garrett, and there is Scott. Those are our partnerās for Software Secrets, Lindsay, theyāve been up here for the last 2 days camping overnight with me getting everything ready for the launch tomorrow. So if you guys are watching the video you just saw Garrett, Scott and Lindsay. If not, you just saw me point in the air and didnāt see anything, if youāre just listening. So anyway, Iām going to jump in and weāre going to get this thing launched. I got 5 Ā½ hours before wrestling practice. After wrestling practice Iām going to come back and probably spend another 51/2 hours, so about 10 hours to get this webinar done before my body will shut down. Wish me luck.
And then tomorrow will be a million dollar day and then weāll have an asset thatāll pay us for the rest of our lives. So this is my unique ability. So thatās what I spend my time doing. Spending my time managing, $100 a day job. Spending my time writing webinars, $100 grand a day job. So Iām focusing on my unique ability today, which will be good. So thatās all I got. Alright everybody, appreciate you all, talk to you guys soon. Bye.
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I use this in every webinar, every Facebook live, every sales letter, and pretty much every time I sell anything, and Iām going to give it to you for free!
On this episode Russell talks about a closing technique he learned from the first copywriter he ever paid, that he has been using ever since. Here are some of the awesome things you will hear in todayās episode:
Who Russell first heard use this technique and whatās cool about it. Listen as Russell go into character to show how he does the sales pitch. And find out why it doesnāt have to be all or nothing when people buy from a webinar.So listen here to find out what technique Russell has been using for years to close.
---Transcript---
Whatās up everybody, this is Russell Brunson. Welcome to the Marketing Secrets podcast. So excited to be here with you guys today. And today you guys are learn one of my top closing techniques that I use in webinars, and sales letters, and sales videos, and Facebook lives and over and over and over again. And I might even use it in other aspects of my life as well.
Alright everybody, I hope you guys are excited today. Iām heading over to my son Aidenās school, heās 7 years old and today I am the mystery reader. So what happens is in about 15 minutes from now Iām supposed to sneak up to his door and I knock on the door and they open the door and I get to come in and read a book to them. And he doesnāt know itās happening, but theyāve been giving clues out about who I was all week long. So every Friday they do this and so itās kind of fun, so todayās my day and Iām so excited. I got my book, got some Dr. Seuss with me.
He was cute, he was like, āDad, if you are the mystery reader today, you should bring treats.ā Iām like, āOh, what kind of treats do you want?ā and heās like, āItād be cool to make those oranges.ā Those little oranges, whatever those little mini ones are called, and theyāre peeled and you put a little celery thing on top of it, so itās like a little pumpkin. So my wife spent all day today peeling little mini oranges and putting those things in. Oh man, heās so cute we have to do what he asks. Just kidding, kind of.
Anyway, so Iām heading there right now and I had a few minutes I wanted to jump on and just share with you guys because as you may or may not know, I re-wrote a new podcast recently. I did it first live last week after less than a day of writing and there were tons of mistakes and errors, yet it still was our highest grossing webinar of all time. So it worked good. I spent the last week re-writing it and tweaking it, I spent probably another twelve hours or so re-working on slides and getting them just so. And then did a webinar yesterday and did awesome again, so it was fun.
And in that webinar, as I do in most webinars, I did a really cool closing technique that I love, so I want to share with you guys because I think itās useful. So the first time I ever heard this, there was a copywriter, not was, there is a copywriter, heās the first copywriter I ever spent money on. I gave him $8000 for a sales letter back in the day for a product I never launched, that was dumb. Yeah, I never even used it. It was called, a product I was creating called, Ezine Topia. Because everyone used to call newsletters list, like email lists back then e-zines. So I was like Ezine Topia, and it was going to be this email auto-responder that didnāt use email, it would be desk top notifications, and back then that was the buzz and I thought it was going to be the next, I thought it was going be Clickfunnels. It wasnāt, just in case youāre wondering. I failed.
But in theory it was cool and I spent a lot of money. Anyway, Ezine Topia, Johan Mock wrote the copy for it, and I used to love reading his copy. And one of the closes he used one time I saw, it was really cool. It was towards the end and it said something at the very end of the sales letter like, āWhether you buy this product or not doesnāt matter to me, Iām still going to be out eating steak and dining at fine restaurants whether you buy this or not. Because this is not about me, this is about you. This is something that will change your life. Itās not going to change my life whether or not you buy, so I donāt really care. But this will change your life.ā
And I remember hearing that and I was like, oh thatās so cool. So I started incorporating that in a lot of places. In my webinars, I started using it in Facebook Live, start using it just all over the place. So if you notice when Iām selling something I do it almost every time now and itās one of my favorite techniques when I get to the end. Because at the end, people arenāt buying are like, āOh, itās $2,000 or $10,000 or whatever the price is. Russell is just greedy, he wants money.ā Or all these things. And so I just want to state to them, I want them to know, and itās true, it doesnātā¦..
Anyway, this is how I say it, Iām going to go into character, and Iām going to pitch it as if Iām pitching it right now. So yesterday I was selling a $2,000 course where you Clickfunnels, plus Funnel Scripts, plus Traffic Secrets, plus Funnel Hacking 101 and 201. Itās an insane offer, right. I honestly think anyone who doesnāt buy it is insane.
So basically Iād go say something like this, āSo before we wrap up today I just want to say something right now because I know a lot of you guys are thinking this. But this investment, this $2,000, it is not about me. Whether you make this investment or not, it will have zero impact on the quality of my life. Iām not going to eat anything different tonight for dinner, Iām not going to change the way I dress, what I drive. It literally means zero to me, I couldnāt care less. But the difference is that this purchase, this investment, this could mean everything for you. Iām not going to notice whether you buy or not. It wonāt change the quality of my life at all, but if you buy itās going to change the quality of your life. I need you guys to understand that. This is not about me, this is about you. Thatās why I created this, because I want to help and I want to serve you. So thatās what you guys need to understand, thatās how this works.ā
I do it a little cooler when Iām live because Iām actually live and the stuff flows better, but conceptually thatās basically what it is. I want them to understand this investment, like if they spend $2,000 or even $25,000 doesnāt change my life at all. I donāt really care. I hope they do because extra money is always nice in the bank, but it literally wonāt change, Iām doing well, Iām fine. Itās not going to change anything. Iām still going to go on my daily, the way that Johan Vox said it, Iām still going to go on my daily life. Iām going to be eating steak and sushi and hitting all my financial goals with absolute certainty, so it doesnāt matter to me if you do it or not, I could care less. But it should matter to you because it literally could change your life forever, I want you guys to understand that.
This is not about me, itās not about if Russellās going to make some money, or if Russell is going to whatever. This is about you. This about you making a commitment and having the blueprint, the vehicle, the things you need to actually succeed with that commitment. So this is about you, not me. So put it back on them and it helps a lot.
I use it a lot and I hope thatās a tool and a technique you guys can use as well. And itās putting the responsibility back on their shoulders. Because when people arenāt buying theyāre always trying to figure it out. Different ways to take the responsibility off and one of the ones they use is, āThis is just Russell trying to get rich.ā No, Russellās already rich, he doesnāt care. The $2,000 you give him, heās not going to see any of it. Half of it will go to an affiliate, half of it will go to support staff, half of it will go to building software, it literally does nothing for me. This is about you, not about me.
And thatās the commitment that I want them to understand and I want them to make. Because when they understand that, itās like, āWow, this really is about me. I gotta do this.ā If I donāt buy itās not going to make that mean old Russell salesman any different. Itās a personal decision, something thatās going to affect them.
Anyway, I hope that helps. One other thing I wanted to share with you guys that I thought was interesting today. So we did the webinar, the price is double now, the offer is like 10 times better, but the price is double. And itās interesting because the conversion, I normally close about 15% and it was closer to 10%, so we made more net money when all was said and done, but whatās interesting, the more I think about it, if you create a product where itās not all or nothing on the webinar. So I try to sell that but usually on the webinar you donāt buy the package I offer you, you still can buy Clickfunnels, right. So that becomes a two to three hour indoctrination of how powerful it is and why they should use it and why they need it and stuff like that. And I think that that is the key.
So Iām just throwing it out there for you guys to think through. If youāre doing webinars and theyāre not buying, itās not an all or nothing. Again, if you have a software program itās easy because itās like, youāre selling a higher version of software, they can use the software. Maybe itās a membership site youāre trying to sell a year access, but they can still get the membership site, then itās not all or nothing. Then itās just like, even if they donāt buy it, they still now are moving closer towards you and more likely to invest in the other stuff you got. Donāt think itās all or nothing. Itās not all buying or not buying, itās indoctrination, itās building relationships, building cultures and all that kind of stuff too.
Alright, well Iām at school, Iām going to bounce. Thanks everybody. I hope you had a good time and remember this closing technique will work for you and itās awesome. So there you go. Thanks everybody. Bye.
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The second super power that you need to add thatās, unfortunately, invisible to the entrepreneurial eye.
On this episode Russell talks about being able to set long term goals to help you focus today and stop chasing all the shiny things that you see along the way. Here are some interesting things you will hear in this episode:
Why you should stop being distracted by shiny things by focusing on the one thing that you want to do. Why being entrepreneurial is like having a super power and how being able to set goals and follow them is a second super power. And how setting a someday goal will help you reverse engineer your 5 year, 1 year, 1 month, 1 week, and today goals.So listen here to find out how to add another super power to your entrepreneurship.
---Transcript---
Whatās up everybody? This is Russell Brunson and welcome to the Marketing Secrets podcast. Today weāre going to be talking about being an entrepreneur and sometimes it might not be good.
Alright everybody, so as you know, I love entrepreneurs. I am an entrepreneur; Iām obsessed with entrepreneurs. My entire goal in life is to help entrepreneurs change more peopleās lives because I think that we are the only types of people that can. Because weāre the only types that are crazy enough to risk everything we have, our money, our time, our energy, our talents, the pursuit of creating something amazing that will change other peopleās lives.
Some people think entrepreneurs are greedy, all they care about is money and I donāt believe thatās true. I believe some are, yeah, thereās definitely some that are. But I think that a lot of people, the entrepreneurial spark starts because of money, because of the desire for that, but I think for most of us, and youāll find that out if youāre still in the path, as soon as you start making money it starts becoming stupid. You actually donāt care about it all because itās really not that cool. So there you go, for those of you guys, I hate to ruin the surprise for you, but when you get there, nobody actually cares about money. Itās just the thing that you desire at first until you get it, and then youāre like, huh, that was actually not nearly as cool as I thought it was going to be.
But the cool thing is in the interim as you start doing that, you start serving people and you start seeing their lives change and youāre like, āHoly crap, that was actually awesome.ā So thatās kind of the thing.
Like I said, I love entrepreneurs because theyāre the people who care enough to risk life and limb, everything they got, all their time, energy, money, talents with the hope they can actually help other people. So first off, I love you guys. Iām going to stay there. Second off, I also realized that while we have super powers, kind of like the X-men. Itās funny because a lot of people talk about how entrepreneurs have ADD and itās like this bad thing. And while I agree that most entrepreneurs have ADD and things like that, those things they are not disabilities, theyāre super powers.
I remember watching the movie the X-men the first time, one of the multiple oneās in that franchise. I remember watching it and thereās these people, the X-men who they think can fly and they can disappear and do all these amazing things, but the mortal humans are like, āWe need to get rid of their super powers.ā And theyāre trying to get rid of these super powers. And itās just like, even some of the X-men are embarrassed of their super powers and are trying to get rid of them.
And itās just like, you donāt understand, those super powers are what makes you amazing. Donāt get rid of those things. So I feel that way, a lot of times entrepreneurs are the people like, āIām trying to get my kids not to have such ADD or quit fidgeting.ā All these things. And itās just like, dude, thatās why theyāre great. Donāt stifle those things.
So Iām saying those things in caveat because I also understand there are some things that us entrepreneurs are not good at, especially me. Some of you guys know, if you listen to the podcast, I recently hired a consultant, Jeff Woods from The One Thing. Itās funny because when I first read that book, I kind of hated it. Because I was like, āI donāt want to focus on one thing.ā And now itās interesting as I progress in my career and my life, I realize more and more how important that, the focus on the one thing actually is. In fact, itās essential to everything. I look at my entrepreneurs and most of them that join my inner circle. They come in 50,000 ideas and my entire focus for the year number one is to get them to kill all their babies, AKA their little businesses and focus on one.
It was just hard, it was hard for me. But I couldnāt go, I couldnāt break the 2 or 3 million dollar a year mark until I killed all my babies and focused on one. And as soon as we did, we went up from 2 or 3 million dollars a year to 70 or 80 million dollars a year, within, not a very long period of time. Itās crazy. Crazy. Within a couple of years.
So thatās one thing that Iāve learned. Entrepreneurs, we have these tendencies that cause greatness, but also tendencies that cause tend to kill us. One of them is we have a thousand businesses, we have all these babies we love and things like that. But during my consulting call this week with Jeff, from the One Thing, it was interesting, he kept telling me, āYou gotta stop acting so entrepreneurial.ā Iām like, āBut you donāt understand. Thatās my super..Iām a super entrepreneur.ā And heās like, āI know but entrepreneurship got you here. But to get to the next level, you have to start running and understanding and thinking like a business owner.ā
And he keeps trying to get me to figure out whatās my goal someday. Whatās this goal Iām out here for? And itās tough because I started going through this exercise and I talked about it a couple of podcasts ago. It was weird because I realized that all my someday goals, I accomplished like 18 months ago. How weird is that? And as Iām going through this exercise, I told him āIām really frustrated. I feel like I have perfect clarity and vision with whatās going to happen over the next 6 months, a year, maybe 18 months. After that itās like a dark cliff.ā And I remember as I told him that he kind of laughed. He was like, āLet me show you something.ā Because it was a voice call, so he flipped his camera on Skype and said, āLet me draw a little picture for you.ā
And so for those of you guys who are listening, Iām going to try to describe the picture, and for those watching, Iām going to try painting it with my finger. Iām in my car right now. But he said, āLook at this. This is a timeline right? So it starts at the left and you have this timeline. This is when youāre born, and this is when you wrestled, and this is when you started your business, and this is when Clickfunnels launched, and this is when Clickfunnels took off, and here you are today. This is the timeline. So we judge our time based on these landmarks that happen throughout time. Most entrepreneurs, weāre visionaries so then we look at the future we see all these possibilities.ā
So if you look at this graph Iām drawing from the left to the right, itās very linear and then it hits modern time and from here it shotguns out. So going up thereās one thing and then thereās another one. Thereās like ten things shooting out from this. Almost like, it looks like a broom almost. Itās like a stick with a timeline and then it breaks off into this broom with all these possiblitites, all these things fanning out that I could go. And he says, āThe problem with that, we see all these shiny objects, so we chase those things. Entrepreneurs become great when theyāre able to focus on one thing. But what most entrepreneurs do moving forward, they get stuck because they can see forward 6 months. In 6 months thereās like 4 or 5 things that they could hit. These 4 or 5 shiny objects. And you go like a year and thereās more. The further out you go the harder it is to see and about 18 months it gets soā¦.that fan of things going outward from where you are today, gets so wide it gets really hard to start seeing things. Thatās why entrepreneurs are really good at seeing about 6 months to a year from now and knowing the steps to take and theyāre running and doing all those kind of things, but you go past that and itās kind of a black hole.ā
āWhat we do with The One Thing and focus on is figuring out like a laser, instead ofā¦..ā I wish I could draw a picture so you could see it better, for those who are listening. But instead of having this thing fanning out where youāre trying to hit all these shiny object what they do is start with the someday goal. Where do you want to be someday? And getting crystal clear on that. Someday I want to be, and this is like in the future as far out as you can think. Where do you want to be, what do you want life to look like?
So Iāve spent the last 3 Ā½, 4 weeks trying to figure that out, which has been really, really hard. So just so you know, itās not an easy thing. So you figure out, hereās the someday goal and from there itās like, okay now we gotta reverse engineer timeline backwards of all the milestones we have to hit to be able to get to that one thing. So we reverse engineer. So okay, 5 years, where do I need to be in 5 years from now to be one track to hit my someday goal? And then, now I crystallized my 5 year goal. Now what do I gotta be in a year from now? And then where do I gotta be this month? This week? Today?
And then we focus on just the one thing that weāre going to accomplish that going to achieve that next landmine, not landmine. Landmines explode. The next landmark, and the next one and next one and next one. Man, itās been a fascinating exercise. The business ones are harder to explain, but Iām going to show you really quick, one for my personal life. One of my thoughts in this exercise, what will it mean for me to be successful as a father? So Iām like, okay for me to be successful as a father, and obviously my beliefās may be different from yours. But for me, Iāve got three boys. I want my 3 boys to go on missions and I want all my 5 kids to get married in the temple. For me, that would be ultimate success as a father. So Iām looking at someday goals, is that.
So essentially itās like, okay where do you gotta be in 5 years from now for you to be able to accomplish that? In 5 years from now, my boys who are 11 Ā½ almost 12, theyāll be 17. Theyāre a year away from preparing for their mission. At that point, where do I have to be 5 years from now, if theyāre going to go on a mission by the time theyāre 18? Iām like, oh my gosh, theyāve got to be able toā¦.all these things. Thatās only 5 years from now, which is crazy. Then Iām like okay, from there, 1 year from now where do you gotta be to be on track for your 5 year goal? 1 year from now theyāve gotta doā¦I donāt have my kids doingā¦. All the sudden it shifted my whole perspective. Based on that, what are you going to do a month from now, a week from now, and today? Whatās the one thing I need to do with my kids today to be able to hit that goal 5 years from now? Iām like, oh my gosh, Iām not doing anything related to that.
I found the same thing in business as I looked at my someday goal, my 5 year goal, my 1 year, my week, my month, and today, I looked at my to-do list, there wasnāt a single thing on my to-do list that got me moving towards my someday goal. I was like, how fascinating is that? I have all these shiny objects, as entrepreneurs do, theyāre good, theyāre creating revenue and doing stuff, but none of them lead me to my someday goal. It makes me start rethinking everything, itās so fascinating.
So what I want you guys to do, because weāre all entrepreneurs, and I donāt think about this naturally, none of us do. Itās all the different type than us. But Jeff keeps telling me, āyou need to stop acting entrepreneurial. Stop acting entrepreneurial. Figure these things out. Reverse engineer, then you can go get them really, really easily. But right now, you have no focus, youāre accomplishing things, youāre making revenue but youāre never going to hit your goal because you donāt have one. You donāt have a target.ā And itās been interesting for me.
For me, Iāve been really spending, honestly almost a month now, whatās my someday goal for my business? And Iām trying to make sure, all my core people on my management team, my company, my cofounders, my partners do they have the same someday goal as I do? Because if my someday goal is to do this, and theirs is this, the direction we go is completely different. We were thinking, just yesterday, or Monday we had a meeting with my partners and I was talking about this, and I wanted them all to say their someday goal and theyāre all like, āwell we just want the same someday goal as you.ā Iām like, āNo, think about it. If itās differentā¦.my goal is this, yours is this, this goal may require us selling Clickfunnels, but this goal requires us not selling CLickfunnels and if we have different someday weāre running towards and yours requires selling Clickfunnels in 3 years and mine requires us never selling it, or selling it 30 years from now, everything weāre doing is going to be completely different. We gotta be on the same page with our someday goals or else weāre all screwed.ā
So thatās what weāre going through now, having all of them kind of figure those things out. And then next itās going to be fun, start doing some of the people inside my team, āWhatās your someday goal? Where are you trying to get to?ā and then reverse engineer things from there. Itās just interesting. Iām doing it with my business, in my personal life, with my health, with spirituality, all the different things in my life because itās interesting, as soon as you know where youāre trying to get to, you start looking at the to-do lists you have right now. Itās interesting how none of your to-dos actually advance you towards your someday goal. All itās doing is killing all these shiny objects that you have sprouting out from where you are right now.
So he says our life should be similar to the timeline prior, where youāve got, Iāve got I was born, I started wrestling, I launched our first company, we launched Clickfunnels, Clickfunnels took off, and here we are today, and this should be like, āokay, then we did thisā We should be able to see that timeline moving forward in the future as clear as we can see it going backwards. As soon as you can see it as clear going forward as you can going backwards, thatās when you stop acting entrepreneurially, which I hate saying that. But you start acting with intention. And itās like, these are the steps to get to that.
Itās so simple when you look at it now, but Iāve never thought of it that way. Iāve never looked at it that way. And itās funny because Iāve always felt like Iāve been a visionary, I know where Iām going, I know the steps. And itās true, I know the steps for 6 months, maybe a year from now, but past then itās invisible to me. And now that Iām doing this itās like, holy cow, Iāve got this clarity of this is what I gotta do this year, in five years, all these landmarks to get to that end goal.
Anyway, itās been a fascinating exercise for me. Like I said, itās been a month and Iām still trying to, I keep re-tweaking my someday goal and re-tweaking my teams. But I think itās worth doing. Again, in your personal life, your business, all these different things, that way youāre acting out of intention and you know where youāre going as opposed to just being entrepreneurial and killing and hunting the stuff. Thereās nothing wrong with that, thatās what makes us great, the reality is none of you guys would have gotten to the point you are now if you werenāt acting entrepreneurial. Because most people, they plan so much and they donāt do anything. The whole ready, fire, aim thing. I believe in that.
Itās like, okay, here are twenty objects, Iām just going to run and throw a bunch of crap against the wall and see what sticks. Thereās that part of the processing that we needed to do to find whatās going to be ours. But after you know that and youāre on the path and you know those things, now itās like okay now letās start acting intentionally and really get to what we want.
You know when I was wrestling, it was easy. I was like, āI want to be a state champ.ā That was so clear in my mind. Thatās all I cared about, thought about. You know, 8 drinks lefts, thatās all I did. I wanted to be a state champ. And then I hit it and then I was like, āI want to be an all American.ā And then I hit it and it just became really, really easy. And I think itās, again for me, as we started this exercise, all the goals I had in business had been accomplished 18 months ago. And for the last 18 months, I think thatās probably why this year was crazy for me, I did a lot of stuff. We launched two books, Expert Secrets and the Funnel Hacker Cookbook. We did 5 events. Itās been crazy and itās because I donāt think I had a focus, so we were just trying to do more.
While that can be good, itās very entrepreneurial, it can wear you out and can make your life suffer because you donāt know where youāre going so youāre filling all the void with stuff, to-doās, tasks, ideas, projects, books, holy crap, you see my list. While these things sometimes fill you up, it doesnāt get you towards your goal necessarily. Not that theyāre bad, they may have still been landmarks that I needed to do to get there, but I probably would have acted a little differently.
In fact, itās funny I was doing this one thing, I canāt ruin the secrets, but this next project that I was going to try to get done this year, Iām like, itās not, my ego wants it done this year, but thereās no purpose. So we set a date for next August to do it. Iām like, āWhat? Thatās almost a year away, Iāve never had that muchā¦.ā But strategically planning it out, thatās when it fit, thatās when it actually made sense. Thatās what got me towards the next goal. Itās been fascinating.
I wish I could show you all the ahaās Iāve had personally with my own business, but it would take forever. Hopefully youāve had one or two for yourself and as you do the exercise, I promise you guys, itās fascinating.
So there you go, I hope that helps. Quit acting entrepreneurial, not 100% though, we need you. We need you to be a little crazy, thatās what creates the change and the stuff. I donāt want to take that super power away from you, okay. Thatās your X-men super ability, but understand that maybe you can fly right now, but think if you had laser eyes too, now you got two super powers. So maybe itās not stopping acting entrepreneurial, itās getting your second super power.
Yes, yes, thatās what itās called. Oh, this is the second super power, thatās way better. Keep being entrepreneurial, we adding a second super power. Iām titling this podcast that. There you go guys, appreciate you all. If you enjoyed this episode or it helped you at all, please share it. If youāre in iTunes I just found out that thereās a little button that you click and thereās a thing to share an episode, it gives you a link. Take that link, it direct links to this episode and you can go share it with your friends, family members, anybody else whoās an entrepreneur, anyone on your team, in fact, your team, your partner, your employees, so all you guys can focus and figure out where youāre going. Thanks you guys, appreciate you all, and weāll talk to you soon. Bye.
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Hereās a behind the sceneās glimpse of the chaos that ensued in the 24 hour webinar.
On todayās episode Russell goes over what happened when he planned and executed a new webinar in under 24 hours. He recounts what went wrong, what went well, and how it did overall. Here are some cool things to listen for in this episode:
What things went wrong during the webinar, such as software freezing, and slides not being completed in time. Why a guy that actually pays Russell for coaching has no business critiquing the webinar. And why you need to just do it if you are planning on launching a webinar. What are you waiting for?So listen here to find out how Russellās webinar went and hear what heās changing when he redoes it later this week.
---Transcript---
Whatās up everybody? This is Russell Brunson and welcome to the Marketing Secrets podcast.
Alright everybody, I hope you guys are doing awesome today. I am actually in the car. Donāt worry Iām safe. Donāt yell at me, āRussell youāre going to die.ā I got my phone mounted so weāre safe. Iām just going to be talking, Iām not even going to look at the camera unless I stop. Then Iāll look at the camera.
But Iām excited for today, in fact, Iām heading to a doctorās appointment. Hopefully I can find that. Iām a little late, but thatās kind of typical for me. Anyway, a lot of fun stuff happening now, and I just wanted to share some stuff because hopefully it will help some of you guys because Iām sure all of you guys are going through some stuff right now as well.
So a couple of things. Yesterday I saw, itās funny, somebody posted in one of our groups a message about, critiquing the webinar I did last week. So some context on the webinar, this webinar that we had the idea on Tuesday. I had to write brand new slides from scratch on Tuesday. I had all day Wednesday and half a day Thursday. So I had a day and a half to do all the slides, it ended up being like a hundred and sixty slides. I made a registration page, we had to promote it. All this stuff in under a 48 hour period of time. A lot of stuff.
I canāt remember if I told you guys much about it. But when all was said and done, we launched it and we had an 81 1/2 % opt in rate after over 10,000 opt inās, which is insane, highest converting one Iāve ever had. Number two is we are selling a similar offer, but we are kind of changing it some, to our old funnel hacks. We are changing it, increased the price, we changed the training a little bit. So itās a similar offer, but itās different. So I have a lot of stuff going against me. Most of the people on our list have heard me do the webinar selling them the main thing probably, I donāt know a hundred different times.
So I needed and wanted to make a new version. So this I did this whole new thing that showed a bunch of stats and analytics and it was just a really cool thing. So we did the whole thing and put it together, I literally as I ended up with over 10,000 people registered and Iām cranking out slides all the way up to the point where the webinar starts, I think it was 3 eastern, or 3 mountain time it started. I probably had 75% of my slides done at that point. So I didnāt have time to finish, I probably needed another 3 or 4 hours to actually get it done, but I ran out of time. So literally as the clock hit 3 I am copying and pasting all my slides from my old presentation to my new one because I have no time to actually finish it, which is crazy.
So then we start the webinar and we start going, and I never usedā¦.we never had a webinar that had that many people register. So we used Zoom instead of Go to Webinar, which I was nervous about because I always used Go to Webinar, itās like good old faithful. But we decided to try Zoom because Zoom has the capacity to do I think 3 or 5 thousand people live, plus you can stream into Facebook. So you can do Facebook Live or Youtube live and things like that. So I was like, letās try it. I know itās scary to try something huge, especially something that you have this many people registered for, but I was like, we keep talking about trying it but weāre scared itās not going to work at scale but the only way to find out if it works at scale is if you just do it. So weāre like, alright letās just do it. If worst case scenario weāll lose millions of dollars.
So we do it, and I start Zoom and at first itās all frozen up. Itās not processing very well at all. And finally Iām able to get on and people can hear me but I canāt see questions and every time I try to just hover over the thing, thereās just a spinning circle, but people could hear me. So I was like, alright. And weād already clicked record and it was already streaming to Facebook, so Iām like, I just gotta go.
So I started the presentation, and thereās like 30 people in my office. Not 30, Iām exaggerating, thereās probably 8 people in the office who are trying to get things setup and working and theyāre talking and Iām trying to be like, āDonāt talk, Iām doing the webinar now. Iām stressing out.ā And the slides arenāt done and in my head Iām all mad about that. I havenāt had a chance to even go through the slides yet, I have no idea if the transitions are working.
All the stress of the moment is just insane. So I start kind of going and man, I totally am fumbling as I start because Iām kind of overwhelmed because the slides arenāt working. Iām overwhelmed just because of the stress of it all. The first probably 15 minutes and Iām just fumbling and I canāt get my rhythm. You know how that feels to get the rhythm. It took me probably 15-20 minutes before I finally started getting the rhythm. But then even with that, because it was a new webinar, I didnāt know super well where it was going. I kind of remembered because I had just created it. But I hadnāt really done it before, so I donāt really know where Iām going, Iām trying to do it all right.
Anyway, I do my best in the confinesā¦.some reason I have this weird thing where I set these crazy confines for myself. So we had probably a day and a half total time toā¦no actually excuse meā¦..it was the night before, I started on slides at 4pm and the webinar was the next day at 3. So I had 24 hours total, but I had to sleep in the middle there. So I think we were up all that night until like 2 working on slides. So it was less than a 24 hour period of time to do all 160 slides for a new presentation Iād never done before and then give it live in front of all these people.
We ended up having about 3500 people on live and I think we had 11,000 that watched it on Facebook, but that kind of ebbs and flows. I think we had on average about 4 or 500 people on Facebook. So it was crazy.
So I do the webinar, do the presentation, do the pitch and again itās the first time doing the pitch, thereās all sorts of confusion and questions and things coming up that I didnāt even have time to plan for because I was going to pitch it this way, but I was using slides from my old presentation. It doesnāt even make any sense. But then the powerful thing I did, the night before when I was planning to do this, I messaged like 20 different people in my inner circle that were just people who were killing it in Clickfunnels in different markets and different industries. I was like, āHey, could you guys jump on tomorrow for like an hour and just tell your Clickfunnels story?ā and they were like, āOh sure.ā And amazingly they all show up.
So I get on the webinar and Iām trying to do the interviews but my computer is frozen, the zoom on my computer is frozen up, so I canāt actually interview anyone. We have all these amazing people who took an hour out of their life to be here and I canāt even communicate with them. It took us like 10 minutes to figure outā¦On my computer we couldnāt do it, so we had to switch the presenter to Markās computer, on our team. So then we were on his computer, and then weāreā¦so crazy.
So then I got it work, so Iām doing the Q&A through his, but then people canāt see the screen, so Iām trying to do call to actionās throughout, and no one can see the countdown clock and it was just kind of like, it was all sorts of messed up. So many problems, so many issues.
But weāre doing the live Q&A and that part, it went for an hour, but it was really good. Peopleās Q&Aās were so good. Iām praying, please let the Zoom recording stuff work because we want, I need to use these recordings somwehre else. Please, I want to use them again. And luckily the recordings came out. So we do the webinar, it finally ends, itās like 3 Ā½ hours from start time to this point. I havenāt slept literally more than a few hours in the last 24 hours. Iām tired, Iām worn out. It was like a thousand degrees in my office because everyone was in there.
Itās just done, Iām soaking wet from sweating, and I was like ugh. We finally end the whole thing and we couldnāt figure out how to actually end it. Iām like, āDonāt talk guys.ā Because Zoomās frozen on my computer, we canāt even end the event. And it was just crazy. Finally we figured out to take it off and end the event, and it was done and wasnāt streaming on Facebook anymore, and then everyone starts cheering and clapping. I was like, āDid we sell any? Because I have no idea.ā Who knows.
So finally, we get done and we look at the sales and it was crazy. The highest grossing webinar Iāve ever done to date. Iāve done a couple of webinars in my decade and a half in this game now. So it was really, really good. And obviously there were things that I need to fix and want to fix and change and all that kind of stuff. So I sent emails basically telling everyone, āHey, the webinar replay crashed,ā which is kind of true. I do have a backup but I donāt want to show it to everyone. I want to go actually finish the slides and all that kind of stuff.
So this week, actually in two days, weāre going to redo it again live for all these people, hopefully Iāll have my act together, and you know, it will probably not convert as well because Iām all polished now. But I want it cleaned up and get all the things in the right order, the right place and do the presentation right.
So weāre doing it again Thursday. But it was the highest opt in weāve ever had, highest grossing webinar Iāve ever had. So many amazing things. Weāre super proud of ourselves and all sorts of stuff. Then yesterday, Iām about to leave the office and I login to Facebook just to check out what people are posting on the book of faces. And some dude in one of our coaching programs, he posted this long post about my webinar was fugly and how he watched it and how sick to his stomach he got and I broke my own rules and how it wasnāt truly a blue ocean, it was a proven offer. And then he had a 30 minute video critiquing everything.
And in the video heās like, āTo quote Russell, he said this, yet he blah, blah, blah. And CLickfunnels, we know itās good, but itās not great.ā And just totally, for 30 minutesā¦This is somebody who paid me to coach them to teach them how to do webinars. So I want to put the context, heās in a coaching group specifically dedicated to teaching people how to do a webinar. Now in this comment he also said, āI tried to join your inner circle, but I couldnāt afford the 25 thousand.ā So heās someone whoās paying me good money to learn to do webinars, doesnāt have enough money in his bank account to pay for my coaching program, so instead what he decides to do is spend how many hours of his life critiquing my webinar and telling me why it was the ugliest webinar heās ever seen, and all the things I did wrong, how I broke my own rules, on and on and on, and all these kinds of things.
And I read this, I didnāt watch the whole video because I was so just annoyed. I was just dumbfounded. Iām just staring like, I donāt even know how to respond. Should I be angry? Should I be happy? Should I be grateful? Should I beā¦all these emotions. So I go through the whole range of emotions from pissed, Iām going to flat out kill him, to thank you maybe, or noā¦all these things in between. And all that kept ringing through my head was the quote from Theodore Roosevelt, and Iām driving right now, or else I would read it for you.
But it says something like this, āItās not the critic who counts. Itās not the man in the arena who points out how the doer of good deeds has messed up, itās the man whoās in the arena whoās face is marred with dust and sweat and blood and tears, who maybe he fails but at least he fails while daring greatly, so that his position will never be with those cold and timid souls who knew neither victory, nor defeat.ā
And thatās my paraphrase of it, Roosevelt said it way cooler than me, but you get the gist. So in my response, I just copied that and I pasted it and I said, āHey man, here you go.ā And I posted it and then I left one other comment and Iām sure that it was missed by him and probably most people, but what I said was, āIf I just watched somebody do a million dollars in an hour, the last thing I would do is critique them on what they could do better. What I would do is zip my lips and I would take notes.ā
I look back on the decade that I went through trying to learn this craft and this business. I was speaking at events every single weekend and I was doing my presentation. I was watching other speakers. And I watched some speakers that were horrible, but I watched their presentation and how they do it and be like, āWow, notice how they did that cool thing, that was awesome.ā And I would take that piece and add it back to my thing. Iād notice something and like, āWhoa, that was cool.ā And I wouldā¦.. I never once looked at someoneās presentation in a critical route to try to figure out the things they did wrong so I could coach them through how to do it better. That was never, that thought never crossed my mind in a billion, infinity years.
The only thought that crossed my mind is āWhat is this person doing that I can use? The way they did that, the way they made that transition, the way they closed.ā There were people who sucked, who did not do any good, I still was watching and paying attention and figure out what were the nuggets for me? I thinkā¦.I canāt remember the comment exactly, but it was something to the point of next someone does a million dollarsā¦..I said āmessage me the next time you do a million dollars in an hour and let me know, because I want to watch that webinar and Iām going to take notes and not give you feed back.ā Because thatās the thing.
So I just wanted to kind of put that out there because I think a lot of times we get too smart for our own good and weāre trying to critique people and thatās not your job, thatās not your role. If Iā¦in all honesty, if I wanted your opinion I would have paid you for it, but I havenāt. Therefore donāt give me your opinion, listen. You paid me, and maybe I didnāt do it perfect. Maybe I did the entire webinar in less than 24 hours, maybe there was a billion things happening at the time. And in spite of all those things, it was the highest grossing webinar of all time for us.
So itās like, I know there were things wrong. Iām fully aware, thatās why Iām redoing it this week. I didnāt even have a chance to finish my slides, the last 40 slides I copied and pasted from a different presentation, because I ran out of time. Yes, I can critique myself too, but until someoneās paying you for your advice, donāt give them your advice. Sit back and listen.
Iāve done a couple of podcasts on this recently. You as a student should be, you pick your mentors, so pick your mentor and then stop, listen, and then do what they say. Donāt be like, āwell you actually said this.ā Dude, thatās not your role. Stop, listen. And I say that at the same time that I want to always be coachable. And I feel like Iām a very coachable person. I have multiple coaches working with me in different aspects of my life, but the difference is that I paid those people for their advice because they are at a level beyond me of that thing that I want to learn how to do.
So I would never sign up for John Carltonās copywriting course and when I was in there critique his sales letters and tell him how to do it better, in a billion years. I would say, dude, Iām paying you, and maybe thereās things I might do different and might do better, but I am listening because I paid you. I am paying attention, trying to find the pieces of gold that I can then apply back to my thing.
So I hope for everybody else who was watching that, you know it was an imperfect thing and hopefully first off, that was inspirational for you to see, wow Russell screwed up a lot and then still made a bunch of money. Maybe thereās something here. And second off, I hope you learn that youāre watchingā¦I did an episode probably a year ago about watching the magicianās hand. Iām trying to, in my books and my podcast and these places, Iām trying to show, I donāt hold things back. I hope you see that. Iām like, hereās everything, and I give it to you so you see it all. But then when Iām doing the thing, watch, pay attention and listen. Watch the magicianās hands at work and see what theyāre trying to do and try to understand it. Donāt try to critique. Thatās not going to help you or them. Watch and learn.
And thatās all, thatās my message for today. Hope that helps. I hope you guys enjoyed this story. It was a lot of fun. Iām excited to do the webinar again on Thursday, and hopefully I donāt screw it up by fixing it. Anyway, thatās it. Iām going to let you guys go. Appreciate you all. I hope you have an amazing day. Go out there and change the world. Like I said, if I can do a webinar in 24 hours, Iāll give you guys at least 48 because Iāve done it a few times, youāve got 48 hours to get your webinar done and launched.
Weāve got a bunch of people who have gone through our Two Comma Club coaching, which is all about getting their webinar up and launched and live and some people have gone through the training, weāve done three cycles of it now. Theyāve gone through three cycles of it and still havenāt launched their webinar. Itās like, just do it. Russell what if the webinar software crashes? Yeah, mine could have crashed too, I just did it. What happens if it doesnāt close right? Then just do it, who cares. Just do it again if it doesnāt close. Just do it. Just go out there and just do it. Iām going to go you guys. Appreciate you all, thanks for listening and Iāll talk to you guys soon.
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One of the traits of all the truly successful people in the world.
On this episode Russell talks about why he has a new coach and how he let himself and that coach down last week by not keeping a commitment. Here are some awesome things to listen for on this episode:
Why Russell is so coachable, and how that usually leads to success. Why all people who make and keep commitments are successful. And why Russell failed on one commitment last week and is going to try even harder this week to keep all of his commitments and be successful.So listen here if you want to know how to be coachable and be able to succeed.
---Transcript---
Whatās up everybody? This is Russell Brunson, welcome back to the Marketing Secrets podcast. I hope you guys are ready for some fun.
Alright everyone, I just dropped something off at my kids school because yes, once again, they forgot something. They sound kind of like their dad.
Anyway, I just want to jump on today because I, if youāve been listening you know that I recently hired another coach in my life. I try to have at least one, if not multiple coaches at any given time to coach me through different stuff. Because Iāve found that, in fact I was telling my kids this last night. I said, if you want to be successful at whatever it is, pick the thing you want to be successful at first, it could be school, basketball, trombone, whatever it is and then number two is find a coach to actually coach you through it.
So that is what I told them last night when I put them to bed. And I told them I practice what I preach. I figure out stuff that I want to be better at in my life and then I go find a coach to coach me through the whole process and hold me accountable. A little while ago I was listening to a podcast from Ryan Moran and Jeff Woods talking about the one thing and loved it. So I called Jeff and hired him and heās my coach through things. So I had my second coaching call today and I wanted to post this, make this video to walk you guys how to be coachable.
Because itās shocking to me how uncoachable most people are. In fact, I did a Periscope about this 2 years ago or something like that. Itās funny because I remember when I was wrestling I started doing Freestyle and Greco and that kind of happens during the off season. I had this coach named Greg Williams, who is now the coach at UVU, he would go and teach me stuff and I remember between matches heād pull me aside, heās like, āHey, you need to level change better, you gotta lower your whateverā¦.ā And just walk me through what I needed to do and then Iād walk back out and Iād just do the thing he told me.
And I remember because he told me afterwards, after Iād been in the program for a year or so, he said, āYouāre one of the most coachable athletes that Iāve ever had. Youāre not the most talented, but one of the most coachable.ā I was like, āI donāt evenā¦what does that mean, coachable?ā heās like, āMost people I tell them what to do and they listen, nod their head and then they donāt do it. With you, I tell you what to do and with the next match you go and do that thing. Thatās not normal. Most people donāt do that. Youāre really, really coachable.ā I was like, āHuh, I assumed everyone just did that. If they have a coach that they believe in why wouldnāt they just listen to what they say and then do it.ā
In fact, I had a podcast a couple of weeks ago talking about pick a mentor, listen and then do. Same thing. I look at, It was funny, Dan Henry, if you know Dan, heās one of our inner circle members who bought the Dotcom Secrets book, read the chapter on Perfect Webinar, did a Perfect Webinar and within 5 months made a million bucks. So he went into the Clickfunnels group this weekend, heās like, āHey guys, Russell taught the Perfect Webinar, I did it and made a million bucks. Why arenāt you guys all just doing that?ā He was very confused. Danās very coachable.
Then thereās like, as of this morning, 170 comments from people and it was basically 170 excuses of why people hadnāt done it yet. āWell Iām still working on my slides. Well, Iām not really a pitch person. Well, I canāt figure out my offer.ā Just thing after thing. And heās like, āDude, just freaking do it. Youāve got the best coach in the world telling youā¦.ā And it was funny, because even one guy who was a coach was like, āWell Iāve coached my people and it doesnāt work for everyone.ā Danās comment was like, āWell you must not be a very good coach then.ā Which was awesome.
But again, the point of this is being coachable is just doing what the coach says. Itās been fun because Iāve had one coach for the last year that Iām working with on one aspect of my life and sheās been awesome. Iām not perfect at doing what she says, but I think Iām pretty good at doing that. And I assumed that I was with most people, but Jeffās been coaching me and itās funny because this was our second coaching call this morning and one of the things he wanted me to do, I didnāt have time to do it. And instead of letting me off the hook, āOh, itās okay. You can do it next week.ā He was like, I wish you could hear it, it was in the first 30 seconds of the thing. He was like, something like, āWhat happened?ā and I was like, āOh, Iām actually doing it this week because Toddās flying in today from Atlanta. Toddās my partner in Clickfunnels and weāre doing a lot of planning and stuff like that.ā And heās like, āHow do you think your planning would have been better if you would have actually finished this?ā And I was like, āOh crap. Probably better.ā
Anyway, so it helped put my feet to the fire and then at the end of the call he was basically like, āOkay, next week these are the things you have to have done byā¦when are you going to have these done?ā I was like, āFriday.ā Heās like, āThatās not specific enough for me.ā āFriday at 4:30 my time.ā Heās like, āCool, if you donāt get them done what happens?ā I was like, āYouāre going to punish me maybe?ā he was like, āIf you donāt have it done by Friday at 4:30 weāre cancelling the call for next Monday.ā I was like, āOh crap.ā Heās holding my feet to the fire. So many things I could walk you through from a coaching standpoint what Iām enjoying about being coached by him.
But it was just making me make sure I do it. And I think one of the problems a lot of us have is we let ourselves off the hook. In fact, I did it and again, Iām a very, very coachable person. Even with that, this week I let myself off the hook. I donāt need to finish part of it because of this, yet I had committed to getting that part done. Itās just interesting. Itās funny because throughout the week I was proud. We kind of picked out the one thing I was going to focus on for the week. And from that, I had found the roll I was looking for, I found the person doing the interview process, going through the whole thing, and I was impressed by how fast I was moving, yet I hadnāt followed through on all my commitments. I had done most of them but not all of them. And it was just like crap, I gotta remember that. I gotta make and keep commitments.
People that succeed in life, thereās one really strange commonality between all of them, theyāre good at not just making commitments, everyone can make commitments, āIām going to do this. Iām going to lose weight. Iām going to make money. Iām going to blah, blah, blah.ā Everyoneās good at making commitments, but people who are successful are good at making and keeping commitments. I failed at one of my commitments for this week and it sucks. Itās frustrated me because I know better than that, Iām someone who makes and keeps commitments and I didnāt on one thing. I did on most of them, but I didnāt keep this one.
So for those of you guys who want to be coachable and want to have success, understand that the big commonality is that successful people are making and keeping commitments. So again, find a coach or whatever it is and then make a commitment and keep that commitment and just do it. And donāt give it all excuses.
Alex Hermosi at the last inner circle meeting said that every sales call youāre on someoneās getting sold. Either youāre selling them on the product or service that they need, or theyāre selling you on an excuse of why of they canāt get it. And itās just like, dang, itās so interesting. Youāre either buying the excuse or theyāre buying the product. And itās the same thing for us. I just look at that thread of 170+ people, they each have their excuse of why they hadnāt done it yet. And Dan was like, āDude, I did it and within 5 months was a millionaire. Why donāt you guys just do it.ā And theyāre selling themselves on excuses as opposed to just making a commitment and then keeping a commitment.
So that is my message for today. Make and keep commitments. All successful people do, theyāre good at making them and good at keeping them. I failed this week. I made a bunch of commitments and I kept almost all of them but I did not keep all of them. So this week, Iām going to be better. Iām going to make and keep commitments to myself, to my coaches, and to the people that I love and care about, and that I work with and work for and that I serve, and all that kind of stuff.
So thatās my goal and game plan, make and keep commitments this week. Iām going to be very specific, going to write down all the commitments I make, Iām going to make sure that I keep each and every one of them and that is the path of success.
So there you go guys. I hope that helps. Make and keep commitments, write them down and make sure you do them and donāt let yourself off the hook, otherwise youāll just keep making excuses and again, if youāre buying that success then you didnāt buy the thing you actually gotta do. So thatās all I got you guys. Iām heading in for the day. Itās going to be a fun week, I get to work all week. Toddās in town, weāre going to plan, weāre going to plot, weāre going to scheme, weāre going to make Clickfunnels even better if thatās possible for all of you guys and try to figure out how to serve you guys better at a higher level. So I appreciate you all, thanks for listening and weāll see you guys on the next episode of the Marketing Secrets podcast.
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It happened the day you took personal responsibility for a problem that wasnāt your own.
On this episode Russell talks about how every entrepreneur is someone who found a problem and took responsibility for it. Here are some of the enlightening things in this episode:
Why entrepreneurs are different than the rest of the world when it comes to seeing a problem. Who some of Russellās inner circle members are that are a great example of taking responsibility of a problem and fixing it. And why when entrepreneurs take responsibility for a problem, it changes the world.So listen here to find out how to be an entrepreneur by taking responsibility for a problem that you didnāt create but want to fix.
---Transcript---
Whatās up everybody, this is Russell. Welcome to a late night episode of Marketing Secrets.
Hey everyone, Iām about to head to bed but I listened to a podcast this week from Ryan Moran, from capitalism.com and heās got the Freedom Fast Lane show podcast, which is pretty awesome. I love it a lot and he goes deep into the ecommerce side and also business investing and other things that I donāt typically focus on, which has been fun for me to kind of listen to him and world. But he said something in one of his presentations, it was a stage event somewhere, I donāt even know, a few episodes back. And I donāt remember how he said or what he said but it sparked a thought in my mind.
So Iām probably going to slaughter how he said it. He said it probably much better than me, but the concept was so cool. What he basically said is the difference between entrepreneurs and the rest of the world, yes we are different folk if you havenāt noticed. But what he said was interesting, he said, entrepreneurs are the people who see a problem and then take responsibility for it. Isnāt that weird?
I think about the world we live in today. The problem is most people donāt responsibility for anything. Even though they do things that are really bad or wrong or whatever, they wonāt take responsibility. They want to blame it on their mom, or their brother, or their sister, or whoever. The world is all about blaming someone else for all the issues that it has. What makes us entrepreneurs weird is we see a problem and instead of blaming somebody else, we look at it and say, āIām going to take responsibility for that problem, Iām going to figure out an answer.ā
And when I heard that I was just like, oh my gosh, that is so interesting. Because most people donāt do that. Most people donāt see an issue, a problem and then be like, āIām going to take responsibility for that.ā I was thinking about this with Clickfunnels for example. For a decade we tried to build funnels and it was frustrating. And yeah, we could have blamed everybody else, Iām sure we did. Everyone else did that, itās the tech designers, the developers, programming is hard, all the things. It wasnāt for us until we said, you know what it does suck and Iām going to take responsibility for it, this is my issue now. And then we figure out a way to solve it. And thatās when everything changed.
Thatās so fascinating. For you, as an entrepreneur, or someone who wants to be an entrepreneur, I think if we all make conscious decision of what we are doing is consciously saying, āThat problem right there, Iām taking on myself, Iām taking responsibility for that.ā Instead of doing what most of us do, whatās our human nature. āOh itās them. Oh itās her.ā I didnāt fix anything because of this, because of this. We just want to pass the blame, pass the buck so often, but thatās what makes us weird. Thatās what makes us different. It makes entrepreneurs, entrepreneurs.
We see those problems, we see those issues and we take a personal responsibility for it. I was thinking about this as I was looking at the Inner circle meetings over the last couple of weeks. I could go through all 100 of my entrepreneurs and share this, but just a couple of them off my head.
Pamela Weibold for example, she was a doctor and she started seeing all of her friends who were doctors committing suicide. Person after person after person. And she could have sat there and blamed this, blamed that, but instead she stopped and said, āIām going to take personal responsibility for this issue and Iām going to save doctors lives.ā And sheās gone out there and done that. Sheās created a platform. Sheās one of the most amazing people Iāve ever seen. Sheās literally spent every penny sheās ever made to go and save doctors lives. Sheās like, āI can live on 20 grand a year, Iām good. Every penny I make goes back into helping save doctors from committing suicide.ā
Because she took that as her own personal responsibility. Thatās not her responsibility, itās not her fault. Yet, she looked at it and said, this is my responsibility. That day she became an entrepreneur.
You think about another one, Annie Grace, who is so cool. Sheās someone who her whole life drank socially. It got to a point where she kept drinking and drinking and she couldnāt break away from it. And she started looking around and it wasnāt just her, it was other people and she went on this mission and started sayingā¦.and again, drinking is not her responsibility. People struggling and trying to give up alcohol addiction, thatās not her responsibility, sheās got better things to do with her life.
But she looked at it and said, āThis problem, Iām going to take responsibility for it.ā And sheās gone out and changed thousands of peopleās lives. Thousands of people she has helped break away from this addiction thatās robbing them of their freedom, their happiness. She took that personal. She didnāt have to, she didnāt need to but she decided to and that day she became an entrepreneur.
I could go through person after person after person after person, the day that they looked at this thing, this problem that wasnāt even supposed to be their own, but they saw it. And whatever it was, I donāt know if tuition, if itās God, if itās a spark, if itās your brain. Whatever it is, you see it and thereās that spark saying, āThat oneās mine. That is the problem Iām going to fix and Iām going to take personal responsibility. It may not be my fault, but I am the one whoās going to fix this and change it.ā
And thatās what makes you different as an entrepreneur, and itās fascinating and exciting. And if you wondered, how do I become an entrepreneur, how do I do that? Itās time to start looking at that and saying, āInstead of pushing responsibility on different places, different things, different people, different whatever, look at a problem and take on that responsibility yourself. And thatās the game plan, thatās how it works.
Anyway, I heard that three or four days ago and itās been ringing through my head over and over. I keep thinking about person after person after person in my inner circle, and entrepreneurs I work with, and inner circle members, and Two Comma Club members, and I look at the people around me who are serving and doing stuff. Every single time I could link back to, that is the problem they took personal responsibility for. They didnāt have to, they didnāt need to, but they did. And thatās the magic.
So I hope that helps you guys. I hope that rings through your head and makes you start looking and being more aware of the stuff around you thatās happening and trying to figure out what it is that youāre going to take personal responsibility for. Because when you do that, thatās the day youāll become an entrepreneur, and thatās the day you will literally change the world.
Thanks you guys, so much for everything. Thanks for your support, thanks for your effort. Thanks for your contribution to the world. We love you guys, we appreciate you guys, we enjoy serving you guys. And weāre so grateful that you listen to this podcast. If you like this podcast and learn anything from it, please go to iTunes and subscribe and share it with another entrepreneur who could help. Thanks so much you guys. Talk to you soon.
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