Marketing In Your Car (Russell Brunson)

Where you should start focusing your efforts…

On today’s episode Russell gives a quick recap of his week spent with the Harmon Brothers working on a script for a potentially viral video. He also talks about compounding numbers with business and how focusing on one thing will help you compound your customers.

Here are some of the interesting things you will hear in this episode:

• Find out what Russell has learned about compounding his customers by focusing all his efforts on pushing people into Clickfunnels.
• Learn what you need to do to follow in Russell’s footsteps.
• And find out what 3 big things Russell is trying to do this year to get his business to reach the $100 million mark.

Listen below to find out what invention is actually greater than compounding interest.

---Transcript---

What’s up everybody, this is Russell. Welcome to Marketing In Your Car. I just dropped off Dallin, one of my twinners, actually the first born. My first born of my loins. Is that what they say? I don’t know, maybe not. Anyway, at dance class, and I’m heading into the office.

I’m exciting this week, I did this last month too, I did a juice fast week and I lost a bunch of weight and then I went crazy, so I’m doing juice fast week again this week, which will be good. And I just got back from last week, so crazy. Last week, I forgot to tell you guys, I was going to do some podcasts and stuff, but then I didn’t. Sorry about that. We went out, if you guys know who the Harmon Brothers are, if not go to harmonbrothers.com and check it out. They’re the guys that do all the funny viral videos. We did an exchange for them. They had this, one of their viral videos was called Fiberfix.com and it went really viral but their funnel wasn’t doing that well, so we helped them build the funnel in exchange for them writing a script for us.

So we went to a writing retreat this week with them, last week with them. It was cool, they rented a cabin in Sundance for two days, they had 3 writers write scripts for us. They brought them in and then we got to listen to all the writers scripts, which were insanely amazing. From the three scripts we picked the best one and then the writers went down to the basement for 3 hours. Took all the best jokes from the other two scripts and weaved them into the other script and then they came back. And we liked it and gave them feedback and it went back and forth, back and forth for two days until the end they came with this script that is legitimately the most amazing thing on earth.

And then the plan is we were going to go out and produce it, then on Friday I got an email from them saying, “Hey, Russell, it turns out we really love the script, and we really love you and your team and we want to work with you guys on this and actually produce the whole video.” which is exciting. I’m actually heading to the office right now because I have a call with them to figure out the deets.

And for those, who aren’t cool kids yet, deets means details. So figure out some details with these guys and if it works out they’re going to produce the video for us, which is insanely cool. And just by nature of the script, we went and created ten new things on the back end to create…. I can’t even tell you about it now because it’s so vague still in my head, but it’s amazing.

Anyway, I’m really, really, really excited for it and excited to share it with you guys here hopefully in the very near future. But yeah, it’s awesome. If this video hits like it can and it should, I think, at the beginning of the year I said there’s a couple goals I have. Our goal was to get to 100 million members, not 100 million, that would insane, 100 million dollars, which is also insane actually. So the goal is to get to 100 thousand members and I think we started the year at, I don’t remember what we started at, but we are at, I think wait, 39 thousand? Or maybe 40. We’re close to 39 or 40 thousand members. Somewhere in there.

I was like, well I got two big plays to try to, I think I have 3 or 4 big plays this year. For me, I’m always like, I’m going to try to hit a homerun, but I might not. If I hit three or four singles that will equal a homerun. I think, I’m not a baseball guy, but I think so. So I try to have 3 or 4 big things. So number one was book launch, which is going amazingly well by the way. We’re almost two weeks in, we’ve sold 28 thousand copies I think. So that’s going really, really well. Phase two of the launch is starting this week, which is cool. And then number two was this viral video, which now looks like it’s going to hit, which that could bring on an extra 20,30,40 thousand members, so that’s cool. Number three is an infomercial that we’re going to be filming later on this year.

Anyway, we’re just trying a bunch of Hail Mary passes. Getting all my sports analogies messed up. Hail Mary passes, home runs, grand slams, I don’t even know. Double leg to their back, choke them out. A bunch of different things. I told everyone on my team if one or two of these things hit, we’ll hit it. The book launch is hitting perfectly right now, which is awesome. And now the video looks like it’s going to hit. There’s our two and if we get the infomercial as well, it’s going to be amazing. So fun stuff happening over here. I’m just excited.

What I wanted to talk to you about today, I want to help shift your mindset a little bit. I talked a lot about this at my inner circle, at my last inner circle meeting. It’s about compounding interest, maybe not. So compounding interest, some dude who’s famous said that the greatest discovery in the world is compounding interest. So me, someone who doesn’t understand finance and doesn’t really care to that well. I was like, alright, I don’t know what that means, but it sounds awesome. And then I tried to invest because I heard that, and then I saw that I hate investing stuff, so I didn’t really like that.

I kind of left the whole compounding interest thing on the side even though they said it was the greatest invention of mankind. And I went on my way to keep trying to sell stuff. So now fast forward til today, what’s interesting, and again I have no idea if this actually relates to compounding interest, probably doesn’t, but in my mind the concept of compounding, creating something everything else you do compounds upon that core thing. That probably doesn’t make any sense yet, but I’ll put it in perspective.

So for me, for the last 14 years of my life, minus the last two, every time we would do something it was a lot of work and then we would launch something and make a bunch of money. And then that work would disappear. It would evaporate, right. That was the info product game and that was launch game. That was us launching businesses. So with a lot of my business was launching different businesses in different industries and the problem with that, you launch it and then with the customers you got it, if you lock in their business next week, those customers don’t compound.

So if you’re focusing on one business, which is my message to all of you all, and everyone in my inner circle all the time. Focusing on one business because then at least your customers are compounding. Everything you do brings more people to your list, more customers, things like that. It’s a compounding effect from there. So that’s a big, that’s compounding, which is good. That way when you’re focusing all your rollouts and launches and products and everything in one niche, at least the customers are compounding. So every time you do it, it gets better the next time.

When I launched my very first product, it was Zip Brander and I only had 5 customers. Then I launched my second one, which was Article Spider, I got like 30 customers. Then the next one, and over the last twelve years it kept compounding. Customers kept adding up and getting bigger and bigger until today. So it’s always compounding, which is cool from a customer compounding standpoint. But what’s even cooler, is until we had this thing called Clickfunnels, even within that, we still launched and made a bunch of money and get more customers, but then it was back to the drawing board every single day.

What I was telling everyone in our inner circle, and what I want you guys to think about too, figure out your one thing you’re selling, your core thing. For me, Clickfunnels is it. I know obviously, everyone can’t have a Clickfunnels, but everyone can have something like that. It might be a membership site, it might be software, something where it’s like, it doesn’t have to be recurring, but I think it should be. Something where you’re consistently pushing people into this thing that is compounding. By that, what I mean is it’s really cool, when we first launched Clickfunnels, I’d get a text every morning from Stripe telling us how much money we make. And we have 10 different stripe accounts, so we’d get 10 texts a morning. It’s kind of cool, we’ll see the launch we’re doing, we’ll see for the book funnel that’s been launched, it’s done with the 27, 28 thousand books, I can’t remember what we’ve sold right now. It’s almost a million dollars in cash collected.

I’ll see a big huge thing, “$250,000 deposited today from stripe.” Or 100,000 or whatever. Those are cool, I like those they get me excited. But what’s cooler is watching the Clickfunnels one, everything we do now always compounds upon Clickfunnels. They’re coming to buy the book, where do I push them. If you guys went to the book funnel you know. You come for the book, I push you to Clickfunnels. You come into anything and it’s always pushing back to that thing. And I’m watching the compounding of it.

I remember when we first launched Clickfunnels, I would get a text some days there was 0 dollars, some days it was like 10, some days like 100. You see different things. As we double down and really focused all of our efforts on that, that number grows. I remember it got to the point where it’s like, every day we were making $10 thousand dollars a day. And my texts from stripe would say 10 grand a day. 10, 10, 10. I’m like, cool. Then it got to 12, then to 15, then to 18, then to 20.

It wasn’t necessarily that I was promoting Clickfunnels, but I was promoting all these front end offers to push people into Clickfunnels. And that number kept compounding and compounding. From 20 thousand to 30 a day. From 30 a day to 50 a day. 50 a day to 80 a day. 80 a day to 100 a day. 100 a day to 120 a day. 120 a day to 130 a day. It keeps going up and up and up. And it was fun because now it’s like, that’s the goal. That number. Everything is compounding upon that number. Even though I’m not directly ever selling Clickfunnels, all these things I’m doing are continually pushing people into that.

And that becomes for me, the KPI, everyone’s got a KPI in your business. For me it’s that. What’s the daily number we get from Clickfunnels? And as long as you’re doing a lot of cool stuff, that number should go up every single day. For us it goes up every, it’s crazy. I’m so, I can’t believe this is every day, it keeps going up. It’s because there’s so many things compounding now upon the one thing.

For you guys, A couple of things. First off, if you’re doing more than one business, stop because you’re not compounding. Every one of your efforts is watered down in half. When you’re focusing on one core business, everything you do now gives you more customers which compound, which means you get better and better every single day. That’s number one. Number two is having a focal point of where you’re taking all these customers. Something hopefully continuity based, residual based and then knowing that’s the key. Whatever, 250 thousand, or 100 thousand, those big days from the different rollouts are exciting and cool, but I don’t care about them.

The only thing I care about is that compounding residual number. Because that’s the thing that actually matters in the business. That’s the life blood of the business. So it’s continual focus and energy on that. So again, step number one, compounding. As soon as you’re focusing on one business and one customer base that’s how you compound. Then number two is pushing all those people into one core continuity and compounding there. And I don’t know about compounding interest, it’s the greatest invention in the world, but I tell you what, focusing on one business and on one continuity and pushing everyone into that, I think that’s the greatest invention of all business.

Anyway, that’s what I got today you guys. I’m at the office. I’m going to go prep my call to Harmon Brothers. We’re going to build this video out. We’re going to change the world. It’s going to get everyone in the world to become entrepreneurs, start using our software, which is so cool. And I’m excited for it. Appreciate you guys. If you haven’t got your book yet, go to expertsecrets.com. Get your copy of the book. We re-tweaked the whole funnel. So you may wanna go see the new version of it. There’s a whole bunch of new upsell, downsell process, now it’s a lot better. It’s increased our cart value by a lot, which is kind of fun.

I’ll have to tell you that story another day. There’s a really cool story, when we were at the cabin that happened, so remind me and maybe I’ll tell you that another day. If I forget, let me know. It was really, really cool though and it created a new OTO upsell offer that’s converting really, really well. And it’s pretty exciting. That’s all I got  you guys. I appreciate you all, have an amazing day. Talk to you guys soon.

Understand who you’re competing against in this game, or else you’re going to lose.

On today’s episode Russell talks about looking at competing in business the same way he would compete during his wrestling days. He views business as a sport and he has figured out how he’s going to beat the competition.

Here are some of the fun things in this episode:

• How being an athlete on the playground has prepared Russell to go against his competition in business.
• How an underdog can still beat the company on steroids (venture capitalists).
• And why you need to start looking at business like a sport if you’re ever going to be able to beat the other guys.

So listen below to find out why Russell is in it to win it when it comes to business.

---Transcript---

Hey everyone, this is Russell Brunson, I hope you guys are doing good. I’m actually taking the trash out right now. That’s what that wheeling sound, that’s the trashcan being wheeled. But this is going to be a crazy week. I thought I’d hang out with you guys before I get started on it.

Tomorrow is Monday morning, and Monday is basically the week before Funnel Hacking Live starts. Technically it starts on Tuesday, but Pre-registration starts a week from tomorrow. So Tomorrow is when I get to start doing all my presentations. Yes, I wait til the last week to do my presentations. You want to know why? Because the stuff we were doing six months ago, even a month ago has changed. So I want to make sure I have the most up to date content of all time at any given moment. That’s the reason why. That’s one of the reasons. The other reason is I just haven’t had time.

But that’s plenty of time to get everything done and make it amazing. I know what I’m going to talk about, I just gotta get all the slides and examples and case studies and all that kind of stuff and put it together in a really cool way. Hopefully you guys can hear me. It’s kind of loud, the trashcan. But I am….hold on a second I’m going to…

Alright, this might be the only episode of Marketing while you’re taking the trashcan out. I’m out here and it’s cool, it’s super dark, we just got new neighbors that built a house across the street. We’re on a really dark street where there’s not lights at all. Their house is lit up really cool and the moon is….I wish you could see it. It’s pitch black, it’s way off in the distance, right above the mountains there’s this glowing thing that looks misty and foggy over it. It’s pretty amazing.

Anyway, I’m excited because all the snow has been melting that we’ve had. We’ve had so much snow this winter. Then it rained three days last week and it all melted. And we’re back to where I can see the grass everywhere and it’s so exciting.

Anyway, tonight was really fun, we went to church and then had meetings after church and then went out with the kids, went and played in the wrestling room, jumped on the tramp which is freezing cold, then jumped in the hot tub which is super warm and now we put them to bed. My wife’s actually in there putting them to bed. I snuck out to put out the trash because they wear me out those little buggars. I love them, but they wear me out.

Anyway, Funnel Hacking Live is a week away, which is crazy. It’s interesting, last week we had our FHAT event, here in Boise in our new office, which is super fun and I just have this bad habit of booking way too many things all at the same time. But it’s been fun. There’s something with finishing the book and creating everything for the FHAT event, and everything for the Funnel Hacking Live event, where all these concepts and things we’re talking about right now are becoming so clear.

I don’t know if you guys have done that where you’ve had the chance to go through a really deep immersion. It’s weird all these connections get made that don’t when you’re dabbling and goofing around. That’s why I think people should go really deep when they’re becoming a master at what they’re trying to do. You know, become unbalanced for a while, spending insane amounts of time.

But it’s been interesting, one of the fun things I’ve been thinking about. My dad came to town last weekend as well, which is awesome. I was thinking about business as a whole, it’s such a weird I don’t know, playground is the word that pops in my head, I don’t know if that’s the right word. It’s this weird playground where you go to school, and there’s all these different types of kids. There’s the athletes over here, then there’s the people that are in band, and then there’s the drama kids, and then there’s the skaters, and then there’s…..there’s all these different groups at the playground.

When you typically go out there, you go and play with the people that fit in your mold. So I go play with the athletes. We play basketball, football. Competing against each other, trying to win. That’s what drove us at recess, but I’m guessing the other groups probably didn’t do that. They were, I don’t know what the other groups were doing. But I’m assuming, because we would play games with all the kids, but as I got older, I focused on wrestling and that became my thing and it was a deep passion of how do I become the best.

At first I wanted to be the best in the state. After I was State Champ I was like, I want to be best in the country. And my senior year of high school I took second place in the country. Then I was like, I want to be the best in college, in the country. And I never hit that goal. I guess technically I didn’t hit the best in the country in high school either, I almost, I was two points away from that. College I was like, I want to be an all American, I want to be a national champ, and I didn’t get those goals, but I always knew that’s the person I have to beat. I was aware of them, I looked at them and I watched their matches and I studied them and looked what they were doing and I understood them. I understood their moves and what drove them so that I could beat them.

And I was always aware of the people I had to beat. And that was just like, as an athlete, how I viewed the world and business, not business but things. I mean, for almost two decades of my life, that’s what it was. Here’s where I’m at, who’s above me, I gotta find those people, figure them out, and beat them. And that’s what I understood. And I always assume that that’s how everybody thought. But I guess, back at the playground, I’m guessing the band kids didn’t do that. They hung out and played music together, they had a good time.

The drama kids, they made plays together and had a good time. And then the skaters, they skated. You know, I don’t know all the different cliques and stuff, but everybody did their thing. I always assumed that everyone thought the way that I did. Because that was the only world I knew. And it’s been interesting as I’ve come into business, because for me business was the next sport. I got into business, I mean I was learning about it in college when I was wrestling. My senior year, I didn’t hit my goals. I fell short, and in fact I didn’t even qualify for the national tournament, which destroyed me. And it would have destroyed me if I didn’t have the next thing. For me, business I was dabbling in and that became my next sport.

It was like, here’s the sport, I got to figure out. And it’s interesting, the concepts of funnel hacking and the stuff that I share with people, you know how I always talk about I look at people successful and I model them, and I did, but it was different from that. For me it was a sport, I came in and this is the….I’m on a new playground looking around. Who are the kids that are winning? And the people I saw at the time were Armand Morin, Alex Mandossian, Mark Joyner, David Frey, these are all the guys I saw who were successful. So for me it was like, okay what are those guys doing? It was just like wrestling. I would look at them, scout them, watch them, study and learn and figure out what makes them tick. And then when I understand that, then I go and compete against them.

In wrestling I have a match, and someday I’m going to come face to face, we’re going to walk out on the mat under the lights. I’m going to put my shoes on and it’s going to be me and them and that’s it. And if I haven’t done my homework, I’m going to look like an idiot. But in business it was weird because I would study these guys and try to figure out how to compete with them and be successful like they were and that was my whole thing, and I was racing towards that. But what’s weird in business, we never got that moment where we step on the mat and shake hands and go and find out who prepared more.

It was weird, I became friends with people and our businesses were together and I learned this cooperation stuff that I’m guessing they probably taught at the playground with the kids in the band, and the kids, the other groups that all played together. For business it was fun because I collaborated and I had that, but in my mind, I don’t know about you, but I always had from day one….I remember actually, I don’t know if I’ve ever publicly said this out loud, but for me, I’ve always been very aware of where I visualize myself in the totem pole in my market, where are people at? Where up and down, that’s just how my brain works.

And when I pass somebody, I’m aware of that. And when I know who’s ahead of me, I’m aware of that. When I know that, I study those people, I figure them out and I try to beat them. That’s just how I’m wired. It’s been interesting, as I’ve gotten into, as our business has been growing, I would say in our market, I don’t think there’s any businesses that are really bigger than us right now. Outside of a couple of companies that have taken on venture capitalists. They’ve got millions of dollars dumped into them, which is the equivalent of steroids. Honestly, in sports that cheating, but business it’s like, “Aww yes, someone gave us 14 million dollars, now we can cheat.” It’s just ridiculous.

For me, I’m looking out and we’ve got these dudes that got steroids, they’re cheating, but I got to compete against the, but I’m very aware. In my mind it’s very clear, the companies I’m going after. And it shouldn’t be too hard for you guys that follow me to know, because we make fun of them a lot. But I’m aware of it, I study and figure out what they’re doing right and wrong, what the weaknesses are and then we’re attacking them.

It’s been interesting because as I’ve been doing that, the kids at the playground who grew up in band class, and that grew up in drama and as skaters and all these other things, they’re not used to it. And those are the guys I’m competing against. And it’s interesting because they don’t handle the heat well. We got in a……

For me this is a sport. Business is nothing but a sport for me. It’s like, who do I need to beat? We’re going and attacking and we’re going to beat them. Otherwise, what’s the point of this whole thing? Yes, we’re helping people and that part is amazing on this journey. But there’s not, that’s who I need to beat, what’s the point of it? It’s hard for me otherwise.

Anyway, someone that I kind of ruffled their feathers, I actually thought through this podcast, interestingly enough. But they messaged me and kind of told me off, because they didn’t like what I’m doing. Because I’m aggressive and I’m not playing like they’re used to playing. What they told me, they said my dad taught me never to burn bridges. And I didn’t send this back, but I wanted to. I thought, that’s interesting because my dad taught me how to win and that’s all that matters to me, is winning.

Anyway, I told that story at the FHAT event, and people thought I was pretty, everyone was laughing. But that’s how I feel. I’m very aware of who I am going after. And I don’t publicly. In fact, Dan Usher is here making some videos for us and I was showing the offer we’re creating, there’s one other person who’s had more success in this, I’m not going to say their name. But there’s one person who’s had more success than me in this field where this book is. And I was showing Dan those videos and I was like, “That’s who I’m going against. That’s who I’m competing against. That’s who we have to beat.” He’s like, “I thought you guys were friends.” And I’m like, “We are friends, but it doesn’t matter.” I was friends with people on the wrestling mat, but when it comes to sports I have to win. I’m going after them. I’m not sitting around and trying to be nice. My goal is to win. Flat out. And I want to make sure that everybody understands that.

What’s cool, is during this process I’m making friends and all these kinds of things, but it’s a sport for me. Very clear cut. This is a sport. And I have people I’m competing against and I’m going to win. And it’s interesting, because these other people aren’t used to that, and they are used to that, they’ve never been under the lights, with your shoes tied up and it’s you and them and no one else going head to head. And I am, I’m used to it. I love it, I thrive off it. I need it, I desire it. I crave for that.

So it makes this game interesting because the way that people are beating us right now is through the most part, venture capitalists, steroids. So it just drives me more. Yes, okay. You’re going to cheat with steroids, that’s fine. I’m still going to win, I’m going to take you down and we’re going to choke you out and we’re going to turn you to your back and you’re going to get pinned. And that’s how I view business.

I just want, I don’t know, I want to instill that into you guys. A lot of you guys out there were athletes, you were the kids on the playground who went through that and experienced it, and that’s your drive. For some of you guys it’s not. You have to understand when you step in the business world, that’s who you’re playing against. You’re playing against athletes. People who that’s their goal.

So when I come, when you come into your business and look at your market, you need to be fully aware. Where do you sit on the totem pole? Are you JV or Varsity? First team or second team? Where in the state or country? Because if you’re not aware of that, how do you win if you don’t know who you’re playing against? Somebody told me the other day, after the FHAT event, “One thing I discovered after being around you for the last three days is how aware you are of all the competitors in your market.” And I thought it was interesting, because I am very, very aware. I know what they’re all doing. I’m watching them.

And the things that I like, we use. And the things we don’t, we counter attack against them. You’ll see more and more of that throughout this year as we are aggressively going after our competitors and we’re going to surpass them through raw talent and skill instead of venture capitalists cash, which is amazing.

You know, I wrestled kids that were on steroids before and it’s interesting, they come out and have big muscles. They huff and puff and usually the first 30 seconds to a minute they are really strong, but what I’ve found with the big dudes on steroids, when you choke them, you snap their head down and block the blood, there’s a carotid artery in their neck, if you squeeze that and block the blood to their carotid artery, instantly in the second they go down. Their muscles become weak and they become soft like jelly. And the stronger they were, the weaker they become. That’s what I’ve found.

Not that you guys care, but when I wrestled big people. I count out muscles first, and if I can’t take them down, I have to get their head below me and do a front headlock; we’re going for a choke, cut the blood off from the brain, not long term but just for a second or two. But as soon as you do that, all your muscles lose energy, they stop, you fall and then we attack and we win. It’s similar.

Anyway, that’s just….there’s some…what’s the book, The Art of War? This is the Art of War by Russell Brunson. That’s the strategy, how it works. We’ve talked before in a podcast, how you know when your opponents break. When you’re out there wrestling someone, you push them and you feel, physically feel them break. Their energy stops, their posture, their whole body stops. That’s when you attack harder and faster and bigger, that’s how you beat people that are bigger and stronger than you.

That’s what happening and I hope you guys are enjoying watching it. I’m having so much fun competing. I don’t know about you but I love seeing the underdogs win. I love seeing the dude who’s got better technique beat out the guy on steroids, every single time. I’m calling my shot, that’s the plan, that’s what’s happening. I hope you guys do the same thing. Become aware of who your competitors are. You don’t have to be jerks about it, I’m probably too jerky sometimes, I apologize for that in advance. But be aware of it and understand that, and run this like a sport. If you do that, that’s how you’re going to win.

Because this playground, nobody cares. Nobody cares, I grew up in band, I grew up in drama, I grew up in whatever. Okay, well you’re still competing against the athletes. And if the athletes want to win, they’re going to win. So be very aware of that, going into it. When you’re inside of it, start shifting your mindset to understand that and it’ll become fun. It becomes a game, becomes a sport.

I always tell people, this is one of the greatest sports ever. It’s exciting. That’s all I got for tonight. With that said, I’m done. It’s freezing cold out here, I’m going to go inside and get warm. And for those of you guys going to Funnel Hacking Live in a week, I will see you soon. I cannot wait. Appreciate you all, and I will talk to you soon.

You’re so close, you’re actually missing it…

On this episode Russell talks about having a breakthrough while trying to write a script for a video to sell Clickfunnels. He explains why he’s been pitching it wrong for the last two years.

Here are a few interesting things you will hear in today’s episode:

• How Russell realized that he hadn’t taken his own and advice and had been pitching Clickfunnels incorrectly for two years.
• What super exciting actor might be in the upcoming Clickfunnels commercial.
• And why Russell will no longer compare Clickfunnels to websites.

So listen below to find out how Russell plans to pitch Clickfunnels now.

---Transcript---

Hey everybody, good morning. I hope you are as excited about today as I am, if not we gotta wake you up. What should we do? For me, if you guys want to know, there’s a song that instantly gets me in state every time I listen to it, it’s Seven Nation Army by the White Stripes. So if you’re down right now, go get your Spotify account or go search YouTube or whatever, search that song and play it and it will get you ready for work. It does it every single time. In fact, we listen to it multiple times throughout the day. Every time my energy starts getting sluggish, the White Stripes bring me back and I’m ready to march on. So there you go, there’s one of my tricks.

Alright so today, I want to talk about something, it’s so interesting. I’ve been selling Clickfunnels for a long time. Two years, it’s been my focus. Been selling it and selling and we’ve done pretty okay, we’ve done amazing with it. Not going to lie. I’ll pat myself on the back, I am proud of what we’ve done. We are taking over the world and it’s been really, really fun.

We are stealing all of Leadpage’s customers, which is not even a goal for us anymore because I’m pretty sure we passed them in revenues and members and all that kind of stuff, so that’s awesome. Target number one done. That was easy. Now we’re going after InfusionSoft. That’s the next thing. And they are scared of us, they keep us out of their partner con because they’re like, “You guys are our competitors, you’re stealing all our customers.”

I’m like, “Dude, what do you expect? Your software sucks.” So that’s target number two. I say, give us a year, we’ll pass them and then we’re going to keep on going. It’s been really fun. I’m having the time of my life. It’s been amazing..

With that said, I don’t know about you guys, but sometimes you get so close to your own project, that you miss it. I’m curious how many of you guys have felt that way. For the last two years, my argument that I’ve been selling against has been that funnels are basically the evolution of the website. The death of the website was one of our promotions. “Websites are dead. Here’s a funnel.”

And I kept trying to tie these two things together. This is a website, this is a funnel. In my mind they are both online properties. So that’s the way I’ve been arguing it. Trying to convince people when I tell people, “Oh you know what a website is? Websites are dead. This is the evolution and it’s called a funnel.” And I keep going to this thing, and I thought that was the right way to sell it.

It’s so funny because, when you guys read The Expert Secrets book, which is coming soon to a funnel near you, it’s funny. We have a whole section in there about how to structure offers the right way. We talk about how to build a cult-ture, and in there we talk about the three things that have to happen to become a vehicle of change. To become a vehicle of change, there’s three things that have to happen.

Number one, the charismatic leader, or attractive character. Number two is a vision of the future. Number three is a new opportunity. There’s been no mass movements ever created on an improvement. Perry Belcher calls them improvement offers. An improvement offer is like, “Oh you’re going to do this thing better.” An improvement offer, first off they’re very, very, very, hard to sell. Second off, you can’t create a movement around that. And nobody gets excited. “Oh this is a better way to do a website.” That’s not the movement.

But that’s the way I’ve been pitching it and talking about it and coaching it. That’s what I’ve been talking about. What I realized….actually let me step back. It’s been fun, we’re working on, I think I told you guys before, we’re working with the Harmon Brothers, they’re the guys that did the Squatty Potty commercial, and Fiber Fix and a bunch of other ones.

Anyway, the Fiber Fix video when crazy viral but the funnel wasn’t converting. So we just rebuilt it all for them, launched it and it’s been live for 12 hours and so far we’re more than doubling their old funnel, which has been awesome. So that’s been really, really cool. But while we’re working with them, we’re trying to think about…..we wanted to work with them because we wanted to do a cool video, like a Squatty Potty commercial for Clickfunnels.

So how do we do that? Me and my team sat in a room for probably 3 or 4 hours trying to figure out the coolest way to pitch it, and every argument kept coming back to website vs funnel, website vs funnel. And it was hard, we could not figure out the right hook or right angle or anything. And 3 hours into this, I think it was by the time you’re like there’s so much pain because you can’t figure out the right answer and your defenses start going down and you stop trying to think you know everything and all the sudden, that’s when the magic happens.

Which is why brainstorming sessions are so important. We come in with our own ideas and our own things we want to do and then no magic happens until we’ve broken through and realized that you’ve gone through your pride and you’re like, “Huh. I’ve got to humble myself to figure out the answer to that one.” So we got to that point and all the sudden I’m like, “Hey, you know the book I’m writing. Chapter six we talk about this…the way we’re pitching this is an improvement offer. A funnel’s a little bit better than a website. That’s not sexy, it’s not motivating, it doesn’t do anything for anybody.”

I thought, for an entrepreneur, a funnel is a new opportunity. I’m about to use a bad word, but screw websites. The website is a dead antiquated thing that’s stupid. I’m not comparing it to that. You can have a website if you want. That’s not our goal. Our goal is to build a funnel; it’s a whole new opportunity. This is a thing you can plug into any product.

You take any product, you plug it into a funnel and boom it’s…..it’s not a website. A website does not do what a funnel does. It’s completely different, this is a new opportunity. What’s the difference between a website and a funnel? They’re completely different. A website’s some stupid thing you have over here that looks good. A funnel’s how you make money. And positioning it as a whole new opportunity, and when we did that, the coolest thing about it is no longer will we have to make the argument of website versus funnel because it’s irrelevant.

I’m not trying to improve upon the website; I’m talking about a new opportunity called a funnel. If you are a new entrepreneur, or want to be, or a beginner or startup, whatever that is, this funnel is the new opportunity. When you understand the power behind this, it changes everything.

And when we did that, it was like angels singing, lights come on and within 15 minutes we had the perfect script idea, concept, which we are working on right now and it’s so exciting. I think I told you guys before, we’re trying to get Jon Heder, the guy who played Napoleon Dynamite to be in the video. I don’t know if that will happen or not, but if we do it’s going to be amazing.

Anyway, I just wanted to share that with you guys because my guess is that like me, many of us are so close to our projects that we’re presenting it wrong. We went from 10,000 customers year one, to our goal of 30,000. We should hit that, we’re pretty dang close to that, we got a couple months left. So we should hit 30,000. And then our goal for next year is to 3x it again and get to 90,000. And if we’re completely honest, 90,000 is lame, I want 100,000.

More than 3x next year. How do we do that. Well, we’ve got to change the conversation, and it’s moving away from stuff like that and transitioning over. Transitioning to this opportunity and explaining it to the right market that way. And that’s the magic.

In the Dotcom Secrets book I talk about hot traffic, warm traffic, cold traffic. So hot traffic, those guys bought Clickfunnels because it was easier. Warm traffic is where we spent the last two years, people that are already kind of entrepreneurial and already doing stuff online. How do we convince them that this is the solution to their answers. Now our next phase to be able to get to 100,000 is how to take it out there to people who don’t even know this is a problem and presenting them with this new opportunity.

When we do that, that’s the magic. That’s when it comes like, “Wow. I didn’t even know funnels were a thing. Now that I see that my eyes have been opened. I have this vision of the future.” And if there happened to be a charismatic leader involved, now they’re part of a cult. That’s the goal now.

I’m excited, I’m so excited. I wish I could tell you guys more, because the idea for the sketch is so good. It’s going to be Squatty Potty on steroids. I’m excited. And we’re actually doing this one, so it’s kind of a funny story. It’s kind of hard to explain. I’ll just wait and let you guys….first off, if we get Napoleon Dynamite to be the character in this video, that’ll be one thing and I’ll be going crazy. I think we’ll get him.

And the second piece, obviously is just creating it all and putting it all together. It’s such a good idea I don’t want somebody to use it before we’ve executed on it. Anyway, usually I’m pretty much an open book. But this time I’m holding this one close to the chest just because it’s so awesome.

Alright that’s what I got. Appreciate you all. I want you guys to step back and look at your offers and think about that. Think about how you’re positioning them, and get an outsiders perspective. Ask people. If I was to ask ten people, “When you think of Clickfunnels, do you think of it as a better way to do a website?” I bet most people would say no, outside of the people who are probably consultants who are trying to pitch it and have heard me pitch it that way. You know what I mean?

We need to change that, we need to make this. For me, here’s this new opportunity and for you guys, the same thing. Present your offers as a new opportunity, that’s how you’ll get engagement. That’s how you’ll increase your sales, everything like that. It moves you from being in a red ocean, which we talked about in the past. Where everyone’s fighting over the scraps and there’s blood everywhere to a new ocean where you are a category in and of itself. And when you’re there it makes it really, really fun. Alright guys. That’s what I got. Appreciate you all, have an amazing day and I’ll talk to you guys again soon.

I don’t know about you, but I’m pretty excited that I survived the drive to the office today.

On this episode Russell talks about why he always gets excited about everything. He also talks about a friend of his using funnels in an offline business, and how it still works.

Here are some of the cool things you should listen for in this episode:

• What kinds of work Russell gets done while he’s stuck in traffic because of snow.
• Why we should get excited about life because miracles are happening all around us.
• And how Russell’s buddy used funnels in an offline business and actually sold 50 people in one evening.

So listen below to get excited about life and find out how you can use funnels in every business, even offline ones.

---Transcript---

Hey everyone, good morning. I hope you guys are doing awesome. I’m stuck in the snow right now and most people would be complaining, but guess what. I’m crazy effective right now. I can barely move, apparently in Boise when there’s a half a centimeter of snow it shuts the whole city down. So I’m stuck in the snow.

But while I’ve been stuck in the snow, listen to everything I’ve accomplished already. We’re sending out a letter to our Dream100, letting them know about the book launch on April 18^th. By the way if you guys want to participate in that, mark it on your calendars today. April 18^th is when the Expert Secrets book is going live. So I was going to write that today, but I was like I don’t have time to write it.  So I have a guy on my team, and I think everyone needs a guy on their team that does this. His name is Levi and what he does is, I vox him stuff and he writes it out and cleans it up.

So when I want to send emails, I just vox him and then he puts the emails in Clickfunnels and Actionetics and types them all out. Then I look in there, tweak it and then send it out, which has been so great. And then today, for the sales letter I just voxed him, “Hey man, I’m stuck in the snow. Here’s the sales letter I want to send out.” So I sent it to him, he’s going to write it out, give it to me, I’ll edit it and then we’ll send out an actual physical sales letter from there.

The cool thing about that, I don’t know about most of you guys, but this is the hard thing about writing. This is why I think copywriting is typically so hard and everyone struggles with it. It’s because most of us are really good selling face to face. I can sell you on why you should go see this movie or why you should whatever. Those things are easy to do. But it’s like, if I have to write that to you, it’s so much harder and then you start writing, you’re creative brain that’s really good at selling, starts getting out and your analytical editing brain is like, “Wait, you have a typo there. You need a period. You forgot the comma. What about capitalization.” So you’re going back and forth and it’s painful.

I know for me, when I start writing emails, I log into Actionetics and start typing it out, I start stressing out because it doesn’t look good. I spend half the time editing and half the time to write. I’m going back and forth, and I know the story is really good, but it takes so long to type it out that I just shorten the story. I don’t even tell it.  I don’t know, it’s just not as good as it could be. So what I do now is vox him the stuff, tell him the story and vox it and he writes it out. I’m like, “Dang, that looks actually really good.” He knows the format I like my emails in, so he puts it in 99% the way there and I go and clean it up and send it out.

Anyway, I think that’s cool. So I hope you guys think it’s cool too. Because it’ll be a shortcut. But it works for sales letters, works with emails, works with anything you’ve got to write. Even my book, that’s how I wrote my book initially. The first draft came from me dictating through my phone and then Julie on my team re-writing it and then me going back and doing deep edits from there. I think its magic because it pulls the editing side out of your body, or out of your brain and gets you to be creative when you’re just writing. So don’t actually write, just talk.

So I got that done, and then I thought that was going to take my whole drive to the office, but I’m halfway there. I’m stuck behind a big old, what’s it called? A tow truck. I guess it’s probably more efficient to have a tow truck behind you, so if you wreck he can pull you out. If I wreck, he’s going to be gone by the time anyone notices.

But yeah, I’m stuck. We’re going 1 mile an hour. I got my meeting in 4 minutes. Not going to make it in time. But I got time to hang out with you guys, which is even better. So thank the snow because that’s awesome.

So today’s message, what I wanted to talk about, is all about being excited. I think that the worst thing about most people nowadays, nobody is excited about anything. I’ll have the coolest thing and I share it with somebody and they’re like, “Wow.” I’m like, “What? Wow? That’s all I got from that. Dude, you should be going crazy.” If you notice one thing about me, I get so excited about everything. Even the little dumb things that shouldn’t matter. I just get excited by it.

It’s interesting what happens when you do this. So a couple of things, when you start getting excited by every single thing that happens, even things that normally aren’t that cool, but you’re like, “That was awesome.” First off, your brain starts going, “Wow that actually was awesome.” Right now I’m out in the snow and this is awesome. I have a chance to share with you guys and get a sales letter. I got two things done today in the snow. How awesome is that? Most people would be like, “I’m in the snow, I’m miserable. Life is crappy.” And that’s the reality most people live in. Where because I’m excited I’m like, “That is pretty cool. I could do this. What else can I do?” In fact, I was on slack. I downloaded the slack app, which we started using in our office. I’m messaging people and getting crap done while I’m sitting here doing nothing.

I also snapchatted a story about the new office. I’m getting a lot of crap done in the snow. And then when cool things do happen, again someone goes to see a movie, I’m like, “How was the movie?” and they’re like, “It was alright.” I’m like, “What? How was that alright? You just saw….”It could be anything, “You just saw Batman and Superman fight to the death. It was alright? Are you serious? That was awesome. I don’t care who you are or what you think, that was amazing.”

This weekend I saw Rogue One again for the second time. And what was cool was Chad Woolner, one of my buddies/chiropractor, he put this thing on, so this is cool. He, and you may think this is impossible, but he’s an offline business and guess what he did, he used a funnel to make a bunch of money this weekend. So this is what he did. He built a page in Clickfunnels, he recorded a video of him telling a story. He told his origin story about why he got into chiropractic, and at the end he invited people as a guest. He said, “Even if you’re a member of our clinic or not. I don’t really care if your part of a community. But we rented out a whole theater, we’re going to be showing Rogue One, if you want to come. If you want to bring your friends and family, bring them all. It’s my treat because I’m a chiropractor who cares.” And then he sent it out to his list of clients and friends, posted it on Facebook, drew up some ads and everything.

And from that he filled up a theater of 300 people, and so my kids and I all went and saw Rogue One with him. So he shows up to Rogue One and he had recorded a whole bunch of video testimonials of all his patients, so everyone is sitting in this movie before the movie starts, a captive audience of 300 people. And he’s playing on the huge screen all these testimonials talking about why he’s amazing, why his clinic is amazing, which is awesome.

Then after the movie’s done, as soon as the credits come in, boom he cuts the credits, the lights come up and he’s like, “Hey everyone, before you leave, we’ve got some prizes.” So he does a drawing and gives out Star Wars things and everyone’s excited and everyone’s sitting there listening to him, again captivated. He’s got 300 people sitting in the room and then he keeps talking about a special offer, “Hey if you guys want to come in and get adjusted by the chiropractor that everyone is talking about in the videos, and the one’s that served you and let you come to this cool movie. If you want this law of reciprocity to work both ways, we’re even going to do something better. We’re going to make a special offer.” What, are you kidding me? You can’t make a special offer if you’re a chiropractor. Everyone charges $40 for an adjustment. “No, this is what we’re going to do. We’re going to make a special offer. If you come in for an initial exam, we’re going to give you a free massage and on top of your massage, we’ll give you a $50 amazon gift card, just for coming in and letting us check you out.”

So people are like, “Dude, that’s a good offer. I want a free massage and a $50 gift card.  It’s worth it to come in. And my neck has been kind of hurt, my back, have him look at it. My insurance is going to pay the bill. I’m in for that.” Boom, all the sudden he gets this table rush, there’s a huge line of people outside, signing up for free chiropractic care. All because of a movie.

So first off, I’m sitting there as the marketer in the room freaking out, snapchatting the whole thing. “This is amazing. I’ll find funnels. Funnels work for offline business, are you kidding me?” How many chiropractors do you know that closed 50 people yesterday? He had a captive audience with 300 people and closed 50 of them on chiropractic care. Yeah, one. The only dude that’s actually using funnels. So there’s number one.

Number two is I’m watching this movie for the second time and I’m with my kids. I’m like, “This is so amazing.” And I’m looking at people, all my Facebook group are writing these reviews, “The movie is okay, wasn’t’ that funny.” I’m like, “Are you kidding me? Did you not see that scene with Darth Vader at the end? He’s thrashing everybody. It was amazing.”

Anyway, I’m just saying, you guys need to be more excited. Everyone needs to be more excited.  There are some amazing things, we live in this day and era and time when all this amazing stuff is happening around us and we’re missing it because we’re so bored. We’re so unimpressed with the remarkable that’s happening around us. There are literally miracles happening every single day all around us and we’ll look at it like, “Meh.” What? Dude, did you see what just happened? How are you guys just ‘meh-ing’ that? That’s a big freaking deal. That’s something we should all stop and be like, ‘wow.’

So anyway, I try to be excited all the time. I’m sure it drives some of you guys crazy. I’m sure I’ve got a lot of people who can’t stand me because of it, but the people I want to surround myself with are those who are seeing the miracles happening around us. Realizing that this stuff that kings would have paid everything they had, given up their entire fortune to watch the movies we get to watch for $10. And the fact that I’m in a car right now, it’s snowing outside, it’s freezing cold, and I’m able to say I want this to be 70 degrees and I want my seat to be warm. It is. I’m sitting in comfort right now.

This is better than having…..the Pharaoh’s back in the day would sit in one of those carts people would carry them around. I bet it was still hot. This is the miracle, I click a button, I push my foot down and it moves forward and it’s heated. This is exciting. Are you guys missing this? I may be going to the extreme here, but I want you guys to stop today and I want you to look around and start acknowledging this amazingness that’s happening and be like, “Dude, that was awesome. That, right there, that was amazing. That right there, that was amazing.” The fact that I walked, I just drove by a Jack in the Box, I could drive in there right now and for $5 have somebody make me the most amazing meal on earth. That’s amazing. Yeah, that’s not healthy, but it’s pretty amazing, you have to admit.

Anyway, there you go you guys. With that said, life is good. Sure, there’s some bad things happening around us, but look around at the miracles. We have it pretty dang, freaking amazing and I hope you’re all grateful for that, because I am and I hope you are as well. So count your many blessings, because they are there. You just gotta look for them.

With that said, I’m at the office. I haven’t died, which is like, I’m freaking out excited about that too. I could have wrecked multiple times. I’m a horrible driver right now. I’ve been snapchatting, writing sales letters, and voxing, and podcasting all on this ride and I’ve survived. That’s amazing. I’m pretty stoked about that. I don’t know about you guys, but I hope you are. Some of you are like, “Man, I wish he would have died and it would have ended the torture.” But for the rest of you guys, we survived it, that’s exciting. We should all have a party today or something. I don’t know. I think it calls for a party.

So alright, there you go you guys. I’m excited, hope you are as well. And for any of you guys wondering if offline funnels work. They do. You gotta think a little bit, you gotta be a little creative, but the key message is the same. Capture results, push people into a funnel, after you’ve done that, try to get a captive audience, create an irresistible offer. The game is the same. Doesn’t matter where you’re at, you’ve just gotta think through it.

I had someone the other day, “Yeah, that works for B to C, but it doesn’t work for B to B?” I’m like, “It depends, is the B to B, are they people? Because it only works on people.” So yeah, if they’re people that you’re going to be communicating with, this stuff works. If they’re not humans and you’re dealing with robots, I guess…..but b to b, B to C, as long as it’s not B to R, B to robot, business to robot, you’re screwed because robot’s have no emotion. But for everybody else, this crap works.

So there you go. We should get t-shirts, that say something about B to R. Okay, I’m pulling into a snow filled thing, and I have my flip……..oh I’m sliding, I’m sliding, but I’m stopped. And I’m officially at the office and we’re alive. I’m pretty stoked about that too. Alright you guys, talk to you soon. Have a great day and unless you sell B to R you should be smiling because funnels work. Talk to you soon, bye everybody.

How to get people to profitably join your podcast, follow you on social media, and so much more.

On today’s episode Russell talks about an idea he has for the Marketing In Your Car podcast and how to get more subscribers.

Here are some cool things to listen for in this episode:

• Hear about some interesting things Russell has coming up this week.
• Find out what awesome idea Russell had to get more subscribers to the podcast and why you should funnel hack the idea.
• And find out how you could possibly get a hold of the first 250 Marketing In Your Car podcasts on one device in the near future.

So listen below to hear the details of Russell’s exciting new idea.

---Transcript---

Good morning everybody, this is Russell Brunson and welcome to Marketing In Your Car. Alright everybody, I hope that the weekend was amazing for those who are listening live. Those who….I guess it’s never really live, those who are listening in kind of real time, for those who are listening some other time, hope you had an amazing whatever today was for you. And I have got some crazy, cool things happening this week. I’m excited.

We’ve got…..we’re launching the Keto Funnels for the Pruvit company which is going to be cool. It’s not live today but it should be live by the time most of you guys hear this, within a day or two. So if you wanna see a little bit behind the scenes  of what we’re doing go to ketofunnels.com, that should be live, like I said, in a day or two. We’re going to be rolling those out, funnels for a network marketing company, so it’s kind of a big experiment. We’re going to be testing out, if it works good here, we’ll probably do it with other companies. Anyway, it’s kind of a little sample test to see if we can build out funnels for companies and make it so that a company person basically comes in, drops in their Pruvit ID and unlocks all these secret funnels, so it’ll be kind of cool to see how the first test goes. I think it’ll do well, we’ve built 2 pretty amazing funnels for that company and I think that people are going to love them and do a lot of good stuff with them. So that’s kind of plan number one that’s happening this week.

Also Bio-hacking Secrets should be going live. We would be going live this week, but we have to record one more product, so Anthony’s flying back out for that early next week. We’ve got the hack-a-thon starting. So we’ve got, this weekend basically Clickfunnels partners and co-founders are all flying in, and next we’ve got pretty much half the dev team, maybe more, maybe the whole dev team, a whole bunch of the dev team, a whole bunch of the marketing team. So for a week we’ll be doing a whole bunch of crazy, cool stuff, while we’re filming episodes for Funnel Hacker TV. There’s a lot happening, which is fun, also at times, overwhelming, not going to lie. But it’s good.

I got a couple of big projects I’m trying to get out the door and then I can start focusing on some of the fun things that are going on with Funnel Hacker TV. But today I wanted to share with you guys an idea that hopefully will be a big idea for some of you guys. Because I think I cracked the code on something. If you think about how most people grow, I’ve been thinking a lot about it, I know Snapchat is the new cool thing, and podcasts is cool, and blogs are cool and all these things are cool, right? The problem with most content things is that the way you get traction is first off, you’ve got to do it consistently for forever which kind of sucks. For most of us it takes a long time before you have success. I was doing this podcast for probably 3 years before anyone listened to it. But I didn’t care because it was fun and it was an easy format. But it was hard because, luckily I was monetizing my life in other ways, but this is your marketing strategy, it sucks. If your marketing strategy is, let’s go blog, let’s go podcast, let’s go Snapchat, things like that, it’s tough. So I’m always looking, how do we beat the system? How do we make it so that we can get customers and people to subscribe profitably? Where we make money every time somebody joins our podcast or gets on Snapchat or whatever that thing might be.

So I’ve been thinking about that. How do I do that? What’s the best way? I have an idea and I’m going to be executing on it, and I hope a couple of you guys copying me, because if you do that’d be awesome. My guess is that most of you won’t but hopefully one or two of you will because that’ll make it worth sharing the idea. What I’ve been looking out is, I’ve been doing…..We’re getting close to episode 250 in the Marketing In Your Car Podcast, which is crazy. Don’t you guys think? We’ve been hanging out 250 days, we’ve been sharing this message together. So that’s kind of cool. My problem is when we go pay, “Hey go subscribe to Russell’s podcast.” It’s expensive, and it’s hard to track, it’s less effective, it’s not the best thing in the world right? I know it was almost impossible to track as when we were trying to guess , we were spending $100 to get someone to subscribe to your podcast. it was obviously free things in your list of a bunch of other things to do, but for me to buy ads to get people to build my following, crazy expensive, not worth it, not even worth the time and energy. That’s why putting out good content is good, people share.

A lot of you guys have found out about this podcast because people shared it with you or whatever. So those are the good things having good content, but I don’t want to rely on good content to get my message out there. Because no matter how good your content is, at first it’s not spreading. So how do we do it? So I had this idea. Building a funnel specific to getting people to subscribe to my different channels and things like that. What I was thinking about doing, and a couple of ideas and tips kind of came  along with this thought process, but one of them I was looking at all the podcasts I’ve done in the past and there’s 5 or 6 that are focused on webinars that are really, really good. Things that I wish everybody could listen to. So I’m like, what if I take those 5 things and I’m like, “Hey opt-in for the 5 top webinar strategy’s” or whatever, they opt in and boom, I just give them the links to those 5 podcasts. So that’s one way I can start paying to get people to opt-in and have some kind of metric, but it still doesn’t make me really money up front. So I’m like how do we do this?

So my big thought, my big aha, I’m excited for this, is I’m going to be taking 250, well as soon as we get 250 episodes, we’re getting close. I’m going to make……I’ve been sourcing it in China. In China we’re getting these really cool pre-loaded MP3 players, and I’m going to pre-load the first 250 episodes of Marketing In Your car on that thing. So I’m going to go and actually pull out the audio intros and exits, just so you don’t have to hear the same song 250 times, for those of you guys that binge listen. But I want to encourage people to binge listen. So what better way than to do that than to give them devices with all those things pre-loaded on it. It ends up costing me $5 or $10 in China to get one of these MP3 players. It’ll be wrapped in my logos and all that kind of stuff, and I’m going to do a free plus shipping on it.  Free plus shipping you’re going to get 250 of my top podcast episodes. So that’ll be basically the offer, and we’ll have some kind of order form bump and some kind of upsell, right? Whatever that is.

So now, I can go on Facebook and get my email list and other people’s lists, and all the traditional marketing channels to give away this MP3 player, which people who download my MP3 player with 250 free episodes of my podcast, what do we know about those people? They’re probably either interested in my podcast, or they will become because now I’m giving it away to them to binge listen to them really, really easily. So they will come through that funnel and after that funnel, now this is my, in my mind it’s my funnel to connect people to all of my social outlets. So day one would be a thing like, “Hey, thanks so much for listening, the MP3 player is on its way, but I want you to subscribe right now so that you can get all future episodes. Because episode 251 and beyond are not on this MP3 player, so you have to click here to subscribe. So, boom, we’re getting people subscribed to itunes that day.

So now I’m causing consumption and then I’m getting people to subscribe. And then day number two is going to be something like, “Hey guys, this is Russell. You know what Snapchat is? Here’s 5 cool snapschats I sent out in the past, I want you guys on this list, because if you’re not getting my Snapchats you’re missing out on some cool crap that’s coming directly to you through the Snapchatty-thingy.” I actually haven’t started using Snapchat yet, in fact I don’t know how it works, but I know it’s the big next thing, so I’m like, how do you get people to subscribe? Well it’s hard, you have to train them.

So I’m going to get a freaking pay for ads until somebody to go download Snapchat, search for my name, click on my button, that’s the most inefficient way on earth to grow a following, it’s horrible. But for people who have said, “Russell I’m going to pay you for 250 of your episodes.” those people are a little more engaged and now I have a full day focused on, “Hey guys, today’s a Snapchat day. Anyone who has a Snapchat you’re going to get blah blah for free. Go and do it.” And we bribe them and motivate them to get them to subscribe to Snapchat. The next one can be like, “Hey guys, this is how”….I don’t know, LinkedIn or Pinterest, or Instagram, or whatever, I’m going to use that communication funnel after somebody gets this free plus shipping thing to connect them into all of my social channels and that’s going to be the funnel. So that way in theory if we execute it right, usually it costs us about $10 to get a free plus shipping buyer, and if we can make $20 or so from that initial funnel, that’ll cover our shipping costs and basically now we’re breaking even, and now I’ve got people’s attention, to now get them into our other channels for free, and in a really cool way that’s not them clicking on an ad in Facebook, but actually watching a video of me educating you, coaching you how to do it, telling them what to look for, to how it all works. And that’s kind of the thoughts. So that’s my thought you guys. So I’m going to be  building out really cool, I don’t even know what we call it, a funnel with the sole purpose of profitably acquiring subscribers to my blog, podcast, Snapchat, all those other things.

We should probably come up with a cool name for it. What do you guys think? What would be a cool name to use for it? Call it the…..oh what if we call it, have you guys ever read the article called the Thousand True Believers, or A Thousand True Fans, is that what it’s called. Oh and there’s a book called the True Believer which is a book about how to start your own cult, not that I’m studying how to start my own cult, but if I was, I would definitely be reading the True Believer. What if we call this the True Believer Funnel. The True Believer Creator Funnel. That’s too many words. Let’s call it the True Believer Funnel, this will be just between us people. You guys on the Marketing In Your Car and that’s it, nobody else gets this one right now. So this is the True Believer Funnel. That’s what we’re going to start focusing on, where we can profitably acquire people into our cult, sure. That’ll be the game plan.

Anyway, that’s my thought. Hopefully that helps some of you guys, gives you some cool ideas. Again, you don’t have to be as elaborate as me, with 250 episodes on, you can go pick 5 episodes and sell it for $7 or you could do like I’m doing. Burn them on a CD. Initially we burned it on a CD we just never sold that one. But as a MP3 player it’ll be super cool, it’ll grow and grow the way we’re looking for, plus I can put on all my other follow up sequences and a million other things. Anyway, that’s totally the game plan you guys. So feel free to Funnel Hack it, rip it off. But you will see me executing it very quickly. We’re getting MP3 players designed right now. My brother’s cleaning up all the audio from past Marketing in Your Car’s making it easier to listen to, and I got to get to episode 250. When those things are finished, we will have an MP3 player with 250 episodes pre-loaded on it, for your listening enjoyment.

That’s the plan you guys. Alright, I am outta here. I got a busy day and I’ve got field day today with my kids at 1, so I’ve got 3, about 4 hours to bust through all my projects, then I am out. Which I am kind of excited for, the day’s I only have 3 or 4 hours to get stuff done, I typically get more stuff done than the days that I have 10 hours. It’s forcing me to get everything done in a compressed amount of time to get to my kids field day today. Cause this is the last week of school for them, so it’s going to be really, really fun. I am in charge of the tug o war, so I’m going to be….just picture this, me vs 10 little kids in a tug o war. It’s going to be so fun. I’m excited. Alright you guys, have a great day and I’ll talk to you guys soon.

Are you the type of person who finds problems or are you the type of person who finds answers? Find out who you are on today’s exciting episode!

---Transcript---

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

It is currently 1:14 in the morning, and it’s funny. I volunteered at our church to lock up the building this week, and I completely forgot [laughs]. I was about to go to bed, and all of the sudden it popped into my head, so I’m driving to the church to go lock up. I thought I would jump on the phone and leave you guys all a message.

Today was the first day back after being gone for two weeks, which is kind of stressful. I don’t know – our business runs well, but when you get back there’re all of these little fires that are on fire when you come back, and you’ve got to figure out how to put the fires out and what to do, and there’re so many questions. You have this stuff you want to get done. You want to move forward, but all of this reactive stuff keeps pulling you back and pulling you back. I’m sure you guys have felt that.

It’s funny, because I still remember when my wife and I were engaged. I was maybe twenty-one or twenty-two at the time, and I was starting this business. I thought I was so cool. I had my laptop, and I was selling stuff on eBay. I had a website, and I probably had two customers total, maybe [laughs]. I might not even have been that lucky, but I remember on our honeymoon, every day I’d have to turn on my laptop and check my e-mails and make sure customer support had been handled. I didn’t want my business to collapse, and it makes me laugh so hard now. I could have not e-mailed those two customers back for that whole week, and it probably would have been a smart idea.

But I digress, so I’ll come back to what I was talking about. I’m sure most of you guys who own your own business have that. You leave for a little bit, and you come back, and it’s just like you have to spend a day or two putting out all of these fires. Today for us, we specifically had a lot of stuff. I’m outside, and its 1:14 in the morning, so if I get mugged or something, we’re going to catch it live on the podcast [laughs], so all of you faithful marketers in your cars are going to be hanging out. Okay, the first door’s locked.

Anyway, so basically, I came back, and our supplement has been blowing up. I’ve talked about this during the podcasts. It’s literally just going crazy. We can’t even keep up with it. Literally, if we wouldn’t have run out of inventory a little while ago [laughs], we probably would have passed a million dollars in sales this month, which is crazy. It’s just growing and growing, and it’s like a wildfire. We can’t put it down. The immediate buyers, we had to cut them down to a fourth of what they were spending, and they’re still spending like crazy. We’re trying to order new supplements and import the ingredients from all over the country. The growing season’s over, and they don’t have enough in stock of the things we need. It’s just issue after issue after issue, and problem after problem [laughs].

We’re behind on support, and we’ve got two full-time support people and they’re still so far behind, we have to hire another two or three or four more on top of that. We’re putting out ads, and we’re trying to hire people. You have people that are applying for ads. We have an ad out there that’s pretty good, that gets them to want to. In theory, it gets them to. We make them jump through a bunch of hoops and do a bunch of stuff. They have to apply, and we have to get good people.

We ended up getting ten or fifteen good people that actually went through all of the hoops that we put out there and applied. We called them back, and out of everyone, only two people called us back. It’s just amazing how people, humans – disappoint me [laughs] over and over and over again. They just don’t do stuff. Its like, “If you need a job, then return the call, or…” I don’t know – just whatever.

So all of these kinds of things are happening, and then we’ve got our mini call center that we’ve set up, and they need more leads, and these other leads they don’t like. We need a new funnel. Our funnel has been stale because we’ve been driving so much traffic to it. It’s been seen by all of the audiences on Facebook. It’s been worn out. We need new leads for it. It’s just thing after thing.

Click Funnels is almost about to launch. We found out that there’s an error here, and we’ve got this thing here, and the day we were planning on launching, it turns out everyone on our team’s out of town. Literally, just all of these issues today – thing after thing, and by the end of the day, I have this little couch by my desk, and at the end of the day, I laid down on it, and I felt this overwhelming feeling. I was like, “Man, I’ve made more choices in the last eight hours than I typically make in a year,” and all of them are big choices.

I think it was Dan Kennedy who said that every six months or every forty-five days or something, that an entrepreneur’s going to make a decision that will make or break their business. I felt like today, I made enough decisions for our entire years’ worth of stuff [laughs]. I was lying on the couch, and I was overwhelmed. It was like, “Ugh, I’m so far behind.” I’m sure you guys have felt that, right? It made me think about – well not at first. At first I just felt overwhelmed. I had a sick feeling. My wife texted me and she said, “Are you coming home for dinner?” and I was like, “Yes, I need to get out of here. I need to just get away from it.” So I got away from it for a while. I ate some dinner. We may or may not have watched “The Bachelorette” tonight, which may or may not be my favorite show [laughs]. I kind of passed out during it a little bit, because I was pretty beat up and tired, and I fell asleep for a little bit.

Then I woke back up, and when I woke back up, I had some ideas. I contacted one guy, and I asked him questions. I got a whole bunch of ideas for the supplement, like how to fix that one. My buddy just gave me a bunch of some really good stuff from his experience. And then all of the sudden, I was just lying there, and this other idea just popped in to my head about how we could solve the application problem for our call center, and all of these things started coming, and I’m like, “Hey, Collette, I’ve got to go back to work. I’ve got to get all of this stuff implemented quickly, before everyone else wakes up in the morning,” and so I went back into the office until about 12:30, and I literally got most of the issues all lined out with all of the stuff I was stressing out about and all of the issues. My brain just needed a little reboot, and then I was ready to go back in and answer the rest of the questions and solve the problems, and now I feel like most of the problems are solved.

Now by tomorrow, I’ll go in, which tomorrow’s the fun day, because I’ve got lifting. I’m lifting weights in probably four hours from now, and I’ll have jiu jitsu practice tomorrow. It should be a lot of fun, but anyway tomorrow I’m going to go in and just do normal stuff, but it made me think tonight about something my dad told me, and I hope I don’t offend anyone with this. That’s not my intention. The sprinklers are on, so hopefully you guys can still hear me. So I don’t want to offend anybody, but my dad told me something when I was a kid, and my dad is an entrepreneur like me, and he had a bunch of his own little businesses and stuff that he did, and I don’t remember the situation when he told me, but I remember it had a big impact on me. He said, “Russell, there’re two kinds of people in this world. There’re people who find problems, and there’re people who find the answers. You always want to be the latter.”

That had a big, profound impact on me, and I started thinking about that in all areas of my life, actually. I was thinking about wrestling. I was thinking about my family. I was thinking about business, thinking about our coaching programs, thinking about everything. There are two types of people. People who find the problems, and people who find the answers to the problems, and I was thinking about how, not all of them, but a lot of the employees on my team are people who find problems. They find a problem. If they have a problem, they come to you with it and say, “I found a problem. I found a problem,” and they just don’t find the answer.

There are a couple of guys on my team that are amazing people at finding answers. One of them who I’ll mention is this guy named John Parkes, on my team and one of the neatest people I’ve ever met in my life. I watched him today, because he gets the brunt of the problem people. They go to him first before they come to me. He has the major job of solving most of the problems. People come to him with all sorts of questions, and he finds them answers. He’s able to think about it, and find an answer. He’s a great person at finding answers.

It’s interesting. I’ve done this experiment over the years with people when they ask me questions, just to see. I think I heard Tony Robbins do it the first time. That’s probably where I got it from. People would ask him something. They would ask him a question, and he would say, “Well what do you think?” and they’d go, “Well, I don’t know the answer.” He’d say, “Well if you did know the answer, what do you think it would be?” The person would almost always give the correct answer afterwards, and so I’ve done that sometimes in the past. It’s interesting that most people can solve their own problems just by asking, “Well what do you think the answer would be if this was you?” and magically they can go, and they can answer these problems.

I think all of us have the ability to be the person that finds the answer, but for whatever reason, we’re nervous, or we like that crutch, or we have this thing where we always want to put it on somebody else. The person who’s willing to find the answers becomes the leader in every situation. In wrestling, I became a leader because people brought me problems and I found answers. In business, I’ve become a leader because of that as well. I look at our coaching program, and it’s interesting – a lot of the calls I do with our students – they come, and they’ve got an issue, and most of the time, they know the answer, and they just want me to tell them that they’re right. It’s just interesting how much people need that validation.

I think for you guys that are listening to this, think about yourself. Which kind of person are you right now? Are you the kind of person who finds the problem, or are you the kind of person who finds the answer? If you’re really the person that’s going to find the problem, I think the fastest way you can get a pay raise, or get more friends, or a bigger following, or whatever that thing is, is you’ve got to shift to the other kind of person, and I know that the answer’s there. When I hear some of our support people come and ask John questions, I know they know the answer, but they want the validation. They want him to answer it for them, because they don’t want to mess up. They don’t want to get in trouble, and they want somebody else to blame if something goes wrong, but if you’re willing to step into that role and be that person, and be the one who’s taking the brunt of the responsibility on your shoulders and if it’s wrong then you take it, you will go a lot further in this life.

That’s for sure, so that’s my message for tonight, and those of you who are entrepreneurs who have those days like I had today where it’s hard and you get beat down and you just want to lay down and cry for a while, just know that it’s okay. Lay down. Take a little nap. Watch The Bachelorette or whatever show it is that you need to, but then get back up and get back to work and solve your problems and make it happen. For all of you guys, focus on that. Focus on shifting from being someone who finds problems to somebody who finds the answers, and as soon as you do that, it will change everything around you.

That is it. I’m home. It’s 1:26 in the morning. I am up in four and a half hours to life weights. [laughs] I hope I don’t pass out. Hopefully something I said made a lot of sense. I’m pretty tired, so I’m not really sure, but I appreciate you guys listening in. I hope you enjoyed the podcast, and I will talk to you all again soon. Thanks, guys.

An interesting story that happened to me earlier this week…

In this episode Russell talks about how if you want to be successful in life you need to do what no one else is doing. He also tells a story about why he was secretly recorded in a car.

Here are some cool things to listen for in today’s episode:

• Why Russell says you need to be doing what other people aren’t doing and how that will help you be successful.
• Why it’s really not that hard to do Russell’s job, but people just don’t want to put in the effort.
• And how something like Clickfunnels can change your life.

So listen below to hear why Russell gets asked if he’s a doctor.

---Transcript---

Hey everyone, this is Russell Brunson and welcome to Marketing in Your Car. All right, all right, so I am on my way right now to the Boise Co-op. It’s kind of like Whole Foods, except for it’s not Whole Foods. The Whole Foods is a forty minute drive from my house to get to, and they just opened a co-op that’s a fifteen minute drive. I’m really excited. I’m headed there to go see what they got and what’s going to be happening. I’ve been doing a lot of cool stuff with my diet lately and really enjoying it, getting energy and feeling good. It’s been awesome.

I’ve recovered week one of our crazy week. We had the four day, two day Mastermind and another two day Mastermind, then I flew to L.A. to speak at Nick Unsworth’s event. We did some good stuff there and now I’m back hanging out with the kids and the family. Everyone’s flying in tomorrow and starting on Monday we’ve got a hack-a-thon with all the ClickFunnels developers and partners. We’re going to be locked down for sixteen plus hours a day, building, and creating, and moving the needle for all of you guys. It’ll be a lot of fun and exciting. I’m sure I will be podcasting on the way to and from some of those and we’ll talking about world domination, and it’ll be a lot of fun.

Today I wanted to tell you more of a funny story. My kids are insane. I don’t know where they get it from. Definitely not from me. You know how some kids are really calm, and nice, and peaceful? My kids aren’t. They’re nuts, which is fun. They probably get it from me, but we have a lot of fun, we play hard all the time.

Anyway, in the last week, one of my kids was climbing up the shelves and tore one of the shelves out of the, a bookshelf thing out of the wall. Then same kid was jumping off of the sink and his shorts, grabbed the cupboard underneath, the little handle and ripped another drawer out. Anyway, it was just nuts, right?

Then it’s sitting there for awhile waiting for me to fix them, and I’m not very good at fixing things so they’ve just been sitting there. Finally, called the handyman, got some guys to come and fix it. It’s two guys that came in and it was in the morning and I was with the kids, I was going a little bit slow because I had just finished four days of Mastermind. I was going to be flying out in five hours and wanted to hang out.

Anyway, my wife brings him in and says, “Hey this is my husband Russell.” He looks at me funny and then he starts working on the shelf. As soon as everyone leaves, he’s like, “Hey I have a question for you. How old are you man?” I was like, “I’m thirty five.” He’s like, “Wow. What are you, a doctor or something?” I was like, “Something like that.” I was like, “No. I have a bunch of online businesses and things like that.” Anyway, it was so funny. I thought it was funny because he thought I was a doctor.

That’s everyone’s goal now, is to go and create so much amazing cool stuff, that people can’t even fathom how you’re able to do it at your age, or because you’re too old or too young, or whatever. Do things nobody else is doing. Dan Kennedy, I heard him one time say, “If you want to be successful in life, look what everybody else is doing and do the exact opposite,” which is kind of true in most circumstances because most people aren’t doing much. It’s crazy to me.

In fact, also on Friday, the same day, I was lucky enough to have Justin and Tara Williams from Eight Minute Millionaire the podcast. They did a bunch of other cool stuff. They’re in our Inner Circle mastermind and they’ve done some amazing things. They agreed to let us film their story. They came to my house and we filmed their story and it was amazing. They’re intense real estate investors. I think they said last year they flipped a hundred and twenty houses, made over a million dollars in take home from that. They spent nine years doing the real estate business. They want to do the coaching business. Got into it and struggled and things like that. They said that since they joined our Inner Circle six months ago, they made more money in the last six months than they did the first six years of their real estate business, which was awesome, so cool, so cool having them tell their whole story.

On the way from my house, I drove them back over to the office in my really dirty car, which was embarrassing, and unbeknownst to me, Justin was apparently was recording this. I feel bad for his wife. Apparently he records all their conversations so if later on, “No you said this,” like, “No, no, no. You actually did say this. Let me pull out the recording. Here’s the transcripts. Page thirteen, line six. This is where you said this thing,” or whatever, right? He records all their conversations. Some of them show up on their podcasts.

Anyway, apparently I didn’t know this at the time, we were driving from my house over to the office and he was recording our whole conversation. I think it might show up on his podcast. If you guys go to eightminutemillionaire.com and subscribe, you may hear a conversation I didn’t know was going to be happening. I knew it was happening, I didn’t know it was going to be recorded. Anyway, I thought that was kind of funny.

We were talking, and I thought it was interesting, it goes back to what I was saying earlier about looking at what everyone else is doing and doing the opposite. I was telling him how when I got started online, how hard it was for me because I did it and I was like, “Wow I want everyone I know to go. It wasn’t that hard. I want to show everybody how this works.” I was showing my family, my friends, and everybody I could meet. I found out really quick that most people wouldn’t do anything. I don’t know if it was they were lazy, they didn’t believe, or they didn’t care, whatever, but it’s weird. I tried to give this gift I felt like I’ve been given to everyone, and most people they didn’t want it.

Tara, in one of her podcasts a little while ago, she was really emotional telling the same thing, how hard it was for her. She felt like she had this gift and she wanted to share it with people and either they wouldn’t take it, or they whatever the reason was. I remember that was probably ten or eleven years ago that I remember going through that. Finally, I personally shut down where most people in my personal life have no idea what I do, which is why I think most of them think I’m unemployed or they’re really confused and they come over and their like, “What do you do?” I don’t talk about it because of that. For years I did. I tried to talk and share and tried to help people and most of them won’t. I don’t know why. But that’s how the majority is and I think I said something in the recording. I’m trying to confess to these things now, in case you guys hear it later I guess.

The drive here, I’m like, “Look at all these cars. All these people, most of them I don’t understand what they’re doing.” You know what I mean? It’s weird to me that the masses won’t do stuff. They follow this path. They wake up, they eat their cereal, they go to work, they come home, they eat some ice cream, and they go to bed. That’s this path and there’s so much more. There’s so much happening. There’s so much amazingness and things you can do, and serve people, and most of them miss it because they think it’s going to be too hard.

Justin, and Tara, and I were laughing about it. It’s really not that hard. When you look at the grand scheme of things, putting in a couple months of really hard, focused effort, and then pay you forever. It’s not as hard as doing what you’re doing now, as going to six or seven years of college, to be able to then go to more college, to be able to then get a job that what you make from that job doesn’t actually even cover your payments. It’s this whole cycle that we’re in. We were talking, that seems like a lot more work, a lot harder than this path, which is putting in a shorter period of time and trying to create something amazing. Anyway, I thought that was interesting.

For those of you guys that are listening, that means you are on the right path. You are trying to create, and help, and serve. You know what? It’s funny in this business because you’re, I don’t know about you guys, but typically not that you’re alone, but you’re kind of alone. Right? You’re here at your house or on your computer, wherever, you’re doing these things, and you’re creating and putting stuff out there and you don’t always see the fruits of it.

All last week was an amazing blessing that I got. Amazing gift. Part of it was because I went to the mastermind, I had my mastermind so we had probably sixty of our high end clients there and hear some of their transformational experiences were amazing. I got a chance to hear Justin and Tara tell their story, which was amazing. Jason O’Neil who joined our Inner Circle about a year ago, Friday he passed a million dollars in sales. He sent me a screen shot of a million, like, “Oh so cool.”

Then hearing all of these people what they’ve done since the last meeting, and that we had a little piece in that, obviously it’s them doing the work, but we had a little piece help facilitate that and hopefully inspire, and motivate, and point in the right direction. Cool.

Then I went to Nick Unsworth’s event and I landed my flight at five and I think I spoke at seven. I had this little two hour gap. I came and everyone was gone to lunch, but as soon as I walked in the room, one person came over to me and said, “Hey Russell, I need you to know how ClickFunnels and your book has changed my life.” Then another person came in and for the entire two hours from five to seven before I finally had a chance to get up and speak, it was a line of people, and everyone said the same thing. It was such an amazing gift, something that you don’t get often, but when you do get it, it makes everything else worth it. It makes all the craziness and the hard nights, and the risking your money, your effort, and your things, and when ClickFunnels crashes and people are yelling at you, and it makes all that worth it.

Anyway, I want to share with you guys because it was awesome for me and I know that we don’t get that often. For you guys, that’s why it’s important to do some of the live events and things like that because you have a chance to see what you’re doing. It’s not just a number or a stat. It’s a person. That’s really, really cool.

That’s what I got you guys. I am at Natural … I’m at Boise co-op, Natural Foods. I’m going to go check this place out, see what they got. See if this is going to be my new shopping center to keep me feeling good. Yeah, on that, I appreciate you guys. Have an amazing night and talk to you soon.

Semi-deep thoughts after writing the back cover of the Expert Secrets book.

On this episode Russell talks about how we grow in business and family life and all aspects and how the only way to continue to grow is to help others grow as well.

Here are some of the enlightening things you will hear on today’s episode:

• Why if you are reading Russell’s book, Expert Secrets, it means you have already been through the trenches, and now you need to figure out a way to continue to grow.
• Why if you are only learning without ever moving on from that, eventually growth will stop and you will become stagnant.
• And how you can contribute to other people’s growth, and that will actually help you continue to grow.

So listen below to find out how to avoid becoming stagnant in life and business.

---Transcript---

Hey everyone, this is Russell Brunson. Welcome to Marketing In Your Car. I hope you guys are doing awesome. I am so tired. I was up til 3 last night editing the book. It’s the final edit and guess what? It is finally getting really, really, really, really close. And it’s, I’m not gonna lie, I’m pretty proud of it. So I’m just excited right now. But yeah, I was up til 3:00 editing and I woke up super early today because we got Funnel Friday starting in 11 minutes. So I’m racing to the office to go, I’ll probably be late. But that’s kind of like, you’re on Russell Brunson time, you’re going to be a little late sometimes.

But anyway, it’s funny how much, I don’t think pain is the right word, but how hard it is for me to get into the book, writing, editing process. Because I think this is the final edit. So everything I leave there is going to be in print in a physical book for forever. And it’s never going to go away. So it’s like it’s so final. Steven was like, in the Dotcom Secrets book, there’s probably like 10 things I want to change. So it’s just like, you can’t, it’s final and that’s it.

So it kind of stresses me out, but what can you do? It’s been good though. I started finally going through. I got about 50 pages of the 250 pages or so finished. So I’m hoping in the next day or so, I’ll be done. And then this thing we can send off to the publisher and get the formatting done and turn it into a book. So that’s exciting. It’s funny, I was Snapchatting me procrastinating last night and showing people stuff. You know how I have my little doodle drawings, which is kind of a cool thing I think. I feel like most people think it’s cool. But someone Snapchatted back, “Those drawings are cute but there childish and unprofessional.” Or something like that. I was like, “Are you kidding me?”  People are amazing. Why would you tell someone that? I wish I could see who it was on snapchat so I could tell them off. But I’m too nice of a guy, so I won’t even though I want to.

Alright, so what I want to share with you. I was writing the back cover of the book last night. And that’s a hard thing to do too, because you’re just like, some people that’s all they’re going to read. So what do you say and how do you say it? I probably re-wrote ten times. That probably took 2 hours just to write that and get it. What’s interesting, when I did finally write it, I was kind of nervous because it’s, I don’t know, it almost goes a little deeper than….I don’t know. But I think it’s how I feel about this book, but it’s also how I feel about my mission in Clickfunnels.

I’m trying to think of which part I should tell you now. Actually, I’ll rewind. So it’s interesting, Liz Tennison who is now helping me run the Funnel Hacker community and certification program and stuff like that. She’s awesome. She came to our house and she was filming a testimonial last week and when we were filming it I was asking her story about how she became an entrepreneur. And she told a story about when she first joined Mary Kaye, and the founder of Mary Kaye before she passed away she had a chance to hear her speak. And once she heard her speak, she was talking about how Mary Kaye for her was more than just a job or a business, it was a spiritual thing. And she said, “You know, a lot of times we can’t get into people’s houses with the Bible or with God, and so this is another way we can do it. Get into their house and try to help and serve them through makeup.”

When Liz was telling me that she started to get emotional, and I started to get emotional. I was like, dang that’s such a cool thing because in a perfect world all of us, the way we serve each other is by bringing God and bringing things into people’s lives, you know it’s hard in today’s day and age. People don’t want that. People fight against their, it’s just like how else can we serve these people and get them to where they need to be? And it’s through other avenues we have to serve. So for me, and I think my entire team, we always talk about how Clickfunnels is more than a business or product. It’s a spiritual thing, we give people the ability to share their message and grow and help and serve as well. For me it’s bigger than a business, which I think I’m so passionate about it and why we’ve had so much success with it.

So anyway, the reason I told you that is because I was writing this book, I was realizing that some of you are going to read this book, Expert Secrets, they’re typically not at the beginning of their journey. Most of them, and I’m going to most of them, most of us, most of you, all of us, the time that you pick up this journey is not you’re doing nothing else and then like, “I want to wake up an expert.” It’s usually because some experience happened in your life that made you want more, so because of that you started reading and studying and learning.

And then after you learn things, you got excited, so you’re experimenting and tried it. Some things worked and some things didn’t work, and then You’re making up your own experiment. And it could be any avenue of life. Some of you guys, it was in fitness, some of you guys it was in relationships. Some of you guys it was in wealth, money, finances, or marketing. All of us have different things, but there’s something that happened. Some experience that made you go deep on the topic. And what happens is that we’ll typically go through a period of our life which is extreme growth. We’re learning, we’re learning and we become better and better at this thing and you’re growing.

When I started wrestling, I started getting excited by it and started geeking out and learning and growing. It was this phase of my life where I went through extreme growth, but then there comes this point where you can’t grow by learning anymore. You just keep learning and learning and eventually, me learning more marketing tactics is not going to, I’m not growing anymore. You start to plateau. And when you hit that plateau point, I don’ think there’s any way you can grow by continuing to grow, it’s impossible.

The only way to continue to grow is to transition from this growth into contribution. How do we share this growth with other people? And as you start helping them and sharing with them and you see them grow, That’s how you start to grow again. Your growth becomes dependent upon the growth that other people have. Does that make sense?

So it’s this interesting transition point. You know the back of the book said basically, you pick up this book, you’re probably half way through your journey. You’ve probably gone through that and you’re growing and you’re stuck, and the only way to really progress is to help people become like you, to get to the spot you’re in right now.” I just think that it’s fascinating. I look at other things around me that that’s true in. An industry that I joke about a lot, but it’s serious is network marketing. You can make money but you plateau quickly, and the only way you can really grow is by helping those around you grow. That’s how you get this leverage and growth and make insane amounts of money that some people do in network marketing.

If you think about your kids, half of your life is this growth phase where you’re selfish and you’re, most of us go through this phase of life and we’re kind of selfish and it’s all about us, then you find a spouse and then it’s all about you guys together. And then you get married hopefully, then you have kids and suddenly when you have your first kid, it transitions to, okay you’ve gone through this testing ground, the only way for you to progress now is to help these little people progress. And that’s how you start to grow. That’s how you become the next level of who you are supposed to become.

Business for me is like that. It’s like having kids, it’s like it gives you the ability then to continue to grow. And from the spiritual standpoint, well I don’t know how deep I should get into these kind of conversations through a marketing podcast, but in a spiritual sense I think that’s how God grows. It’s through the perfection in us as children becoming more and growing and serving each other and it’s just such a cool cycle when you look at it from that standpoint.

Anyway, without getting emotional or too much probably further than I’m supposed to on something like this, I just thought I’d share that with you guys because I think that what you and what I and what all of us are doing matters. And it matters a lot. Because it gives you the ability to affect other people’s lives. So this mission you’ve been on to grow and develop, the only way for you to continue that progress is by the transition where now you are becoming an expert. You’re helping other people, you’re serving them and bringing them up to your level. And when you do that, that’s where true fulfillment and happiness is. So I think it’s pretty cool.

So there’s my message for today. With that said, I’m going to be late for Funnel Friday. It’s starting in 2 minutes and I’m probably 5 minutes out. But that’s what happens when you pull all nighters trying to change the world. Anyway you guys, with that said, I appreciate you all. Thank you so much for listening. If you enjoyed this podcast or any other Marketing In Your Car podcast, please go to iTunes and rate and review, that’d be sweet. Share it with people. Right now we’ve got a contest that’s happening for any of the MP3 players you give away at marketinginyourcar.com, we’re giving a $20 bounty. So you get $20 for every free MP3 player you’re giving away. But it only lasts for the next 10 days or so. If you want to participate in that, go to marketinginyourcar.com and tell the world about this podcast and we’ll pay you for it, so it’s kind of fun. Alright you guys, thanks so much for everything and we’ll talk to you guys soon.

These five minutes will change your business forever.

On today’s episode Russell talks about why his company has started doing stand up meetings everyday and how it has helped hold employees accountable for what they do every day.

Here are a couple of cool things to listen for in this episode:

• How these standing meetings hold people accountable for what they did the day before and for what they plan to do each day.
• And how they can also help direct your team toward the correct priorities.

So listen below to find out why you should be doing standing meetings in your company.

---Transcript---

Hey everyone, this is Russell Brunson and welcome to Marketing in Your Car. Alright everyone, so some of my new friends in the Inner Circle were teasing me about our introduction man, what he says, “and now your host Russell Brunson”, so now that I hear that it makes me laugh, so I hope you guys are laughing too.

Some of you might be wondering, why haven’t you done a podcast for a while, and then the second question would be Russell, why are you talking so fast right now? And the reasons are the same. Both of those reason’s are the same. It’s because we started this new thing in our company that’s really cool. It happens every day at 9am, which is in three minutes from right now. So I’ve got three minutes before I am officially late. So as the CEO, I can’t even call myself the CEO without laughing, it seems like such a real business term. Anyway, as the CEO of my corporation, I gotta be there, or else that’s just not cool to not be there. So I’ve got three minutes to explain this concept to you guys and jump on the call.

So this is what it is. What we’ve been doing in our company, the dev team started doing it a month or two ago and then recently we’ve kind of pulled in me and some of the other guys, because I think it’s really effective. So we do these really quick stand up meetings and we do it every single morning at 9am. And it typically takes less than 15 minutes and we’ve got 15 or 20 people that attend that meeting. So it goes pretty quick for how many people are involved. The way it works we use gotomeeting, and when we log into gotomeeting there’s a list of all attendees in alphabetical order, so it starts with the first person on the list at exactly 9 o’clock, which 2 minutes from right now. So the first person gets on and says, “Hey, this is Russell. Yesterday I did blah blah. Today I’m focusing on blah blah. And these are the roadblocks I have.” The next person goes, “Hey, this is Russell. Yesterday I focused on this, it went awesome. We crushed it. Today I’m focusing on this. I have a two potential roadblocks, I can’t figure out this or this. Can I get so and so to talk to me afterwards?” Boom, next person, next person, next person. And we go through and what it does is a couple of cool things. First off, it holds everyone accountable for what they did yesterday, to make sure people actually showed up and did your jobs, so that’s a cool thing.

If you’re having issues in your company wondering, “What do these people do all day?” And I know that’s a real thing because I have thought that in the past with other companies we have built. I remember firing 60 people in one day and coming in the next day waiting for a million balls to drop, and nothing dropped and I was like, “What did all these people do?” Anyway, that lets you know what they’re doing each day. And what’s cool about it is you can be like, “Why are you wasting time on that, that’s the stupidest thing in the world. You should be focusing on this.” And you can quickly redirect people to the correct behaviors, so that’s number one. Number two you find out what they are focusing on today, which once again half the time our dev team or other people on the team are focusing on something that you don’t really care about as the CEO. You could be focusing on something, for example: We’re launching Funnel University and everyone’s only focusing on something that means nothing to anybody and it’s like, “No, that’s cool but that’s our number one priority, you should be shifting to this.” And third thing is all of us get stuck. We have blockers in our business that hold us back from the thing we’re trying to accomplish and a lot of times other people on our team don’t know what those blockers are and that’s what’s actually keeping you from the success you want and need. And so we find out what the blockers are while you got everyone on the team there, so now you know, “Hey I gotta help Todd with these two things because he can’t progress with his job until those two things are done.” It’s pretty cool.

So I’d recommend….because I hate meetings. We haven’t done meetings in years because meetings are so boring and so long and everyone wants to talk about stuff that doesn’t actually matter. We do a meeting and I count…I remember sitting in a meeting and counting how much I paid each person per hour and doing the math and being like, “ That meeting cost me $2300.” Or whatever it was. And being so angry because not only does it cost $2300 but the opportunity cost of us getting our crap done was even bigger. So this is awesome because it’s like 15 and if you a small team you could get done in 5 minutes.

So I highly, highly, highly recommend it. And that’s about it, I’m late for the meeting so I gotta bounce. I hope that was helpful for you guys. Start doing standing meetings, that’s the process, there’s the format. So far it has become magic for us, I hope it works for you as well. And that’s what I got for you today. Talk to you soon, bye.

How we used our booth at Traffic and Conversion Summit to grow our list, brand and following, using t-shirts, girls and a helicopter…?

On today’s episode Russell talks about the Traffic Conversion Summit and why Clickfunnels did a booth, and some of the challenges that came with it.

Here are some fun stuff to listen for in this episode:

• How Russell made a crappy booth in a crappy location into an awesome booth in a much better location.
• How Russell was able to get a bunch of people wearing his t-shirts and make his booth memorable.
• And some other challenges they encountered and how they overcame them.

Listen below to hear how Russell and Clickfunnels made their name stand out at the Traffic Conversion Summit.

---Transcript---

Hey everyone! This is Russell and I want to welcome you to the one and only, Marketing In Your Car.  I hope you guys are having an awesome day today. I have some fun stuff to talk about to you guys. I hope that you’re in the mood to hang out. Just dropped my son off at school, and I’m heading back into the office.

And it was funny… someone messaged me this week on Facebook and asked me to do a podcast about my thoughts on the Traffic and Conversions Summit, which we just got back from late last night, and so I thought that I would do that.

So I want kind of talk about some of you guys know the Traffic and Conversion Summit. It’s a huge conference that happens every year. This year they had, I think like 3,500 people. It was pretty impressive that there were that many people all there. It was kind of crazy.

And so it’s kind of like a no-pitch event, pretty much. You know, they come and they teach, and, you know, Ryan and Perry that run it, they sell a couple of their own little things, but not really aggressively or anything like that.

And so anyway, so they kind of were doing the event, and because with that many people there, we obviously wanted to be there with ClickFunnels, and so we decided to do a sponsorship booth.

And so they had different sponsorship levels. The highest one, I think, was like $75,000, which we didn’t want to do that one. But there’s one at $25,000 where you got a booth, and then you were able to actually speak onstage for like 45 minutes in one of the break out rooms.

And so we did that, and so we had to figure out like how to maximize that. You know, in a format where I can’t sell, how do we make as much money as possible?

And so we tried a bunch of strategies — some worked, some didn’t work, but I thought I’d kind of share some of them.

So first thing, obviously, we got a booth, and we had never really done big booths before. We had kind of, you know, had a little booth, we’d taken a couple of events, but that was about it.

So we had a big booth, and so we showed up there the night before and our booth was set up, and they put us like clear in the back corner where nobody could find us, and I looked at our booth and everyone else had these amazingly huge, designed booths and all these crazy things.

And anyway, it was kind of interesting, and we looked at ours. Ours looked so crappy next to everybody else’s because all we had were like these two little side banners and then like a tablecloth and that was it.

And I was like, honestly that night, so embarrassed about our booth, and then second off, like kind of upset that they gave us such a… like literally, I think there were four $25,000 sponsors and all of them had like front row and we were like way in the back, like we got the worst placement of anyone by far, which was kind of annoying.

So anyways, the first thing, I was just like, “We’ve got to fix this somehow,” and Roland Frasier, he’s one of the owners of Digital Marketer, he was like, “If I was you guys, I’d go rent a big huge TV for that and make your booth look a little more presentable.”

So 6:00 o’clock in the morning, the next morning, we called around and we were able to rent out an 80” TV, so we boom! Popped this huge 80” TV and we put like a loop reel of ClickFunnels on the background, and now our booth looked actually pretty dang awesome, to be honest.

So that was kind of cool, and then that day I had a chance to speak, and so we were trying to figure out like how in the world, first off, to get as many people into my break out sessions as possible because I’m competing with two other speakers, and I was the first up.

And then second was like, how to make this thing memoriable? Memoriable? Memorable. How to make this memorable so people start talking about us and how to create a good buzz, and so the thing first we did is we got a whole bunch of t-shirts that on the front said “#Funnel Hacker” and then on the back had the ClickFunnels logo and it said “Powered by ClickFunnels.”

And so we actually ordered 1,200 of those shirts, 500 pounds of them, and had them shipped to the event, and so we had all these shirts there, and so we were handing out shirts and telling everyone, “If you come to Russell’s session, you get one of these cool Funnel Hacker t-shirts.”

You know, the day before or a couple days before, we’d messaged all the ClickFunnels members as well and said, “Hey, if you’re going to be in Traffic and Conversion, come help us get people into the booth and if you do, we’ll take you out to dinner.”

And that kind of, that like, we didn’t execute that part right. You know, I wanted to base like an affiliate program where they came in, they had coupons and they’d use these coupons to push people into my session.

But just the way that — I kind of didn’t execute that one right — we only had a couple of people end up doing it. And yeah, so it’s kind of, that part didn’t work as well as we thought.

And then like two hours before I was speaking, maybe about three hours before, we were looking at the layout, and like my break out room is really far away from the main stage and like, “How are we going to get people here?”

And one of the guys who was with us, I was like, “Man, I wish we could get some booth babes, some pretty girls to kind of push people in.” He’s like, “I’m going to get some really quick.” And I’m like, “Are you serious?”

So he jumped online, he started calling all of these different like modeling agencies, and I think he called Hooters. He called all these things, trying to find some cute girls to help us push people in, and finally he found some.

He found a company that was able to get three girls to us, like in the next half an hour, and so these three girls came. They were beautiful girls, we gave them Funnel Hacks t-shirts, trained them really quick on how to get people into our session.

And we had these girls plus about eight of our staff members all pushing people and funneling people into my session, which was cool, and we filled up my entire room. We had no more room, so that was the first step. We got them in there.

Then in my presentation, which is the same presentation I normally sell Funnel Hacks from, except for I wasn’t allowed to sell. So basically I did all the build up, all the excitement, and then I had to stop, and so we pushed everyone.

We said, “Hey, let’s push everybody over to, you know, like in a situation where we can sell them.” I’m like, “Well, we need as many selling options as possible.”

So one thing we did is we had guys in our team with mini laptops, or mini iPads there, and we had this DVD that was a DVD of my Funnel Hacks presentation with a pitch and everything, and basically it said:

“Hey, if you come back and get a DVD, put your email address in here and register for a webinar, we’ll give it to you.” So basically we got, I don’t know, a couple hundred people registered for a webinar that we’re going to do on Wednesday, selling Funnel Hacks.

And so those guys all got into our funnel so I’ll have a chance to sell them there, plus we gave them all these DVDs that if they watched the DVDs, also sells the presentation as well.

So trying to like throw this in as many different directions as possible, and so we did that and we gave away a ton of DVDs. We gave away, I think, like 600 or 700 t-shirts during the presentation, which was really cool.

And then got a whole bunch of people registered for the webinar as well as giving them these DVDs that is the webinar, so hopefully they’ll watch those as well.

So that was kind of the first major attack that we did, which was cool. And then the next day we woke up, and what was cool is that almost everyone was wearing our t-shirts.

So now we have like 300 or 400 walking billboards of our company, walking around the whole event, which was really cool. I recommend bringing t-shirts if you’re doing a booth and trying to dominate an area, right?

So that was kind of cool. So we had all these billboards walking around, and our booth was in such a crappy location, Brent was able to go and get them to move it to like a prime location right out in front, which was good.

And then for the next two days, we just kept funneling people back to the thing, and we were getting people registered for the webinar. We were selling people, we’re signing people up, we were doing all sorts of just crazy cool stuff, and it was really, really fun.

And so, our goal going into it is like, we wanted to make so much noise and we wanted to get everyone talking about ClickFunnels and about Funnel Hacking and just stick out like a sore thumb.

And I think that if you were to ask anybody at the event, like who was memorable, like will they remember the vendors, definitely it would’ve been us.

Everyone else had a booth with like a little bowl of candy out there and that was it. Where we’re out there just doing crazy things and getting people to do stuff, and giving away just crazy gifts and a whole bunch of really cool stuff.

So we had a good time with it. It’ll be interesting to see kind of how it pans out financially over the next little while. But, you know, for us the biggest thing we wanted is, you know, for us in this industry, that’s kind of the big event of the year.

And it sets the tone for the year, and we wanted to be a part of that message and to be able to kind of launch this year out with everyone talking about ClickFunnels and about Funnel Hacking and about that whole concept.

And so, so far it was, you know, from that standpoint it was really good with people; all their Facebook, posting their pictures of, you know, the shirts and stuff, and it was really, really cool. So that was kind of what happened from our side.

The event as a whole, people kept asking about it. It was good. I didn’t have a chance to go to all the sessions, but as a whole it was good. I felt like this, this year… it’s interesting, I’ve been, I think, four years in a row now.

In the first year, I really felt that when we went, it was like what they shared was very, very prolific and very different and unique, and which I think is why they initially got the following for this event and why it started growing.

The second year they started bringing in more guest speakers, and it kind of diluted it and kind of watered it down.

Last year was pretty good as well. They had a really good focus, they were focusing on funnels, they were pushing people through a really cool sales process, and I felt they had a lot of, like prolific things.

They introduced the tripwire concept and things like that, whereas this year I was kind of disappointed because I didn’t feel like it had evolved at all. It was kind of just like, “Hey, all that stuff we talked about last year? Yeah, you just keep doing that.”

And you know, it didn’t really, I mean, they tried, you know, to talk about 2.0 of everything, and they tried to like “and here’s the next step,” but there was nothing really that jumped out to me as like new or prolific or that much different.

So that was kind of a little disappointing from that side of it, but as a whole, the networking there was second to none. I saw people there who I hadn’t seen in 10 or 15 years, and it was kind of cool.

So I’m at the office now, I got one more story to tell you and then I’ll be done. And this is, you know, I kind of shared with you guys some of the strategies and things we went into this event with, but you know, I’ve never had a company where we did booths before or where we go to events.

And so I’m kind of learning this whole thing and how to stick out and how to, you know, acquire customers and things through that kind of a process. And so, you know, I’m still kind of learning it, but we had a guy who was in our inner circle group, man, probably five or six years ago.

His name was Big Mike and he was a big booth person. He sells advanced hydroponics — and so, yeah, take that for what it’s worth. But he does, at least when he was in our group, he was doing like $40 or $50 million a year selling this stuff.

And he was kind of like the bad guy in his group and nobody in his market wanted him there. They didn’t want him at their events, they refused to sell him booth space, they refused to sell tickets to him, and so he got really upset by that, so he wanted…

Anyway, they were doing this big industry event and he wanted to come and just dominate it, and so he was strategizing this in our mastermind group and then he executed it, and then afterwards came back and shared what he did and it was crazy.

And so we were trying to do this in a small part. Obviously, we didn’t do it to this extent of what he did, but what he did was amazing. So what he did, the night before the event, he rented out the venue across the street from where the convention was, and he threw like the biggest party in the industry.

He spent, you know, I don’t know, $50,000, $100,000 on the stuff. And he had girls there and all these things, and he brought all these people in and he kind of made a theme for the event.

He made these t-shirts of this big huge bowl, and if you could imagine this in your head, the bowl is, you know, taking a big huge drink. The bowl is standing upright, right? And he’s all flexing and huge, and he’s taking a drink of his hydroponics.

And then it shows down below, it shows him peeing out into a bucket, and has his competitors, the name of his competitor’s product on the other bucket, and he made these t-shirts like that.

And so what he did is he gave everyone at this party all these t-shirts and he said, “Hey, tomorrow we’re walking around handing out $1,000 bills to people who are wearing this t-shirt.” And so the next in the entire event, almost every attendee was wearing those t-shirts with the bowl on it.

And so he basically, even though they wouldn’t sell him booth space, he had, you know, 2,000 or 3,000 people all wearing that t-shirt the entire week, so he basically was walking billboards on everyone. But then the next part that just like took it to the next level, it’s just ridiculous.

He went in and he rented a helicopter and then — I can’t even like say this without just laughing — he rented a helicopter and on the back of it he flew this huge banner ad that had that picture of the bowl, drinking it and his competitor, and he had some like headline or something on the thing.

And for the three-day event, he had this helicopter just circling on top of the event building for three days, and anyway, that’s like he went and completely seminar hacked this seminar and just went in there and just became the talk of the whole thing.

And the campaign, you know, spending a quarter-million dollars on the campaign, but you know, when all is said and done, like everybody knew who he was and everyone was talking about him the entire time.

So anyway I thought it was really, really cool, so just think about that when you guys, you know, I was just trying to be — obviously, you know, this guy was doing everything out of spite so he was able to take it to the next level. You know, I respect Ryan and Perry, and we didn’t want anything that, you know, that they wouldn’t like, so we tried to do everything within the confines.

We still wanted to come in and use this as a tool to get new customers and to get our name out there and stuff like that, and so we were trying to be creative and stuff like that.

So if you guys ever do booths and things like that, hopefully, it gives you a couple of ideas on how you can dominate it and really maximize it to the end. And so, anyway I hope that helps you guys.

I’m in the office now, I’m going to go hang out, get some work done. I got a webinar today, this afternoon. My goal, I think we can do 100,000 on this one, so that’s the goal. If I do that I will be excited, and that’ll take me to the weekend where I can relax a little bit, so that’ll be fun.

So anyway, appreciate you guys listening. Hope you love the podcast. If you do, go tell your friends, go post it on Facebook, or do something cool like that. I appreciate it, and we will go from there.

Thanks you guys! And we’ll talk soon.

Highlights from my keynote speech at Affiliate Summit.

On today’s episode Russell talks about going to the Affiliate Summit and trying to get 150 affiliates excited about Clickfunnels. He explains what he told them, and tells you how to be a part of his affiliate bootcamp program.

Here are some of the cool things you should listen for in this episode.

• Find out why Russell had a booth at the Affiliate Summit, even though he hates booth events.
• Learn some tips and tricks Russell has that will help you be successful as an affiliate.
• And find out how you can follow sign up as Clickfunnels super affiliate to make a ton of money and be able to retire in 100 days.

So listen below to find out what affiliatebootcamp.com is all about.

---Transcript---

Hey everyone, this is Russell. Welcome back to Marketing In Your Car. I just got out of the airport, back to Boise Idaho, sitting in my car and it is so cold, I am dying. It’s literally, I think zero degrees, maybe negative one or two right night. I have a light jacket on so if I’m chattering during this episode, that’s why. I’m driving back to the office, then back home and I just wanted to talk to you guys for a little bit.

So I was at Affiliate Summit yesterday, which some of you guys were there. Which is kind of fun, I met some of you guys there. Affiliate Summit is a really strange event. It’s an event, it’s not even an event, I don’t even know. The events I go to, that we put on, Funnel Hacking Live, for those of you coming to Funnel Hacking Live, it’s like a rock concert. Tons of energy and emotion and it’s a really, really fun thing.

Here it’s like, a whole bunch of people have booths, we had a booth. Then there’s probably like 500 other booths. Then people come and pay to walk around the booths. Then they have little break out rooms of 100 people at a time, and you can go to the break out room to hear the little speakers. So I don’t normally speak much, but Affiliate Summit was a big deal because a long time ago I went to it and I was like, “This is so cool, these guys are affiliates who are making money.” I thought it was really cool so I wanted to, I thought it would be cool to speak at. I didn’t realize what exactly that meant until we got here.

I was like, oh wow so there’s 6 thousand people at the event, but the biggest room they have holds about 150 people. They’re like, “Yep.” And people have to pay extra to come to your session. I’m like, this is the stupidest business model I’ve ever heard of. Anyway, whatever.

So the first day we walked around the booth and I walk by and this little guy comes and grabs me, and I’m like, “Hey, how’s it going?” and I recognized him, you know that feeling when you’re like I know you somehow, but I don’t know how I know you and it’s kind of awkward. I’m trying to not awkwardly look down to your nametag to read your name because then you know that I forgot who you were. So I’m just like, “hey!” We were talking, and after a while I realized who he is. He was the media buyer we used for Neuracel, he’s the one who took Neuracel and blew it up over.

I was like, “oh man, how’s it going?” and he’s like, “I left that company, I went over here to this other company. Dude, I gotta thank you for introducing me to Trey.” I’m like, “What do you mean?” and he’s like, “Trey Lewellen.” and I’m like, “Yeah?” and he’s like, “When you introduced him to us, he had this really weird flashlight offer that no one thought was going to work and I tried to blow him off four or five times, but finally he was so persistent. He prepaid all this stuff, so I had an affiliate run his offer and dude, you probably don’t know this, it was the biggest affiliate offer in the history of affiliate marketing. That offer did over $10 million in the first 90 days. There’s never been an offer that big.”

I was like, “Dude, that is insane. It’s interesting, I didn’t get a piece of any of that, I introduced you. I could introduce you to a lot more people, but man if you don’t, I got nothing out of that.” I’m just kidding, I was joking with him. But it’s kind of true. At least you should have sent me a Christmas present or something, I don’t know.

Anyway, that was kind of cool. He looked at me and said, “Dude, Russell, do you understand what you guys have done with Clickfunnels?” “What do you mean?” “You’ve changed marketing forever. You’ve changed affiliate marketing. You’ve changed everything.” I’m like, “What do you mean?” He’s like, “Pre Clickfunnels, I had maybe 5 or 6 guys come to me that had an offer that we could run. Now I’ve got 16 year old kids with offers that are converting and they’re making millions of bucks. That never happened. You’ve literally given everybody the ability, everybody equal playing ground, everybody can be in this business.”

And I was just like, dang. That was two cool compliments in one thing. I was like, “You don’t have to pay me any percentage of that 10 million bucks now, because that was awesome.” So that was kind of cool, I wanted to share with you guys.

Then we had our Clickfunnels booth that was really, really cool. We’re not a big booth company yet. I hate booths, this is why. Every other type of marketing on planet earth, we are very big on. If we can’t see the ROI, the immediate return on investment, track able, then we don’t do it. Booths you can’t. It’s like, okay we have this booth. But it’s like, all our competitors are at these shows and if we’re not there, they’re talking trash about us, we assume. So we gotta kind of be there, it’s frustrating.

So we had the booth, it was awesome. Bunch of my favorite people were there working the booth, it was pretty cool. Then I had a chance to speak, the topic they gave me was affiliate funnels. I had 18 minutes to speak. I think they’re trying to be ted talks except they’re not. So I had 18 minutes to speak on this thing, so everyone comes into the room initially. The speaker right before me, I was sitting in the room because I wanted to see what was going to happen, and there were literally two people sitting in the room. I was like, are you kidding me? No one’s going to be coming to hear me, this is so awkward.

Because people had to pay extra. You pay to go to the booths, and pay extra to hear to a speaker. Anyway, I’m like, no one’s going to come. So my whole team is trying, I’m like tell everyone. Try to get people to come to my thing. Because I don’t want to be the only talking to myself, that’s really awkward. But luckily, they went and got some people. We ended up with probably close to 100 people in the room. They said it was the biggest audience of any of the breakout sessions, so that was kind of cool, I guess. Of 5 or 6 thousand supposed attendees, we got 100 to sit in a room for 18 minutes.

So then I get in this room and it’s set up so weird. There’s this stage, but there’s a pole, there’s all these chairs, it was so stuffy and corporatey. Ugh. I hate this corporatey, crappy stuff. So I start my slides up and jump down off the stage and come out in the front. I’m like, “I’m not standing behind there guys. We’re hanging out down here.” And I started it and give my whole presentation, and it was funny because I was trying to get this audience to be excited about life and the fact that we’re in the greatest time in the history of the world. I’m like, “You guys are affiliate marketers. Do you realize what that means? You can and should be making millions of dollars. And you don’t have to go to college, and you don’t have to have annoying bosses and all the crap that comes. You guys are living the dream.”

And they’re all just sitting there like, “Blah.” So unexcited. So I spent the 18 minutes trying to get them to smile. I’m telling jokes trying to get fun and exciting. I hate when people’s energy is that low and it’s hard to get them to, I don’t think it’s the people. I think it’s the environment. The whole event is so corporatey and it just kind of ruins it. I was telling people, “you come to one of our events and it’s a lot closer to a rock concert than it is this, at all.” I hated school, so we’re not doing school. We are doing something that’s actually conducive to learning and emotional, I want people crying in our audience. We have that. I want transformations, and that doesn’t happen with school.

I don’t know about you but, I cried at school but it wasn’t because I had a life changing moment, it was because I wanted to kill myself because all the crap they taught was useless. So that’s my…where this whole thing happened. So I’m trying to think with these guys. There’s two slides and I showed my first slide. I was like, “I have kind of a unique angle.” At an affiliate summit, just so you know, there’s the vendors who have products or there’s the networks, the affiliate networks, where they’re selling a bunch of products. And then there’s the other side, which are the actual affiliates. So I knew there were two audiences.

So I was like, “How many of you guys are affiliates, how many of you guys are networks, how many are both?” It was kind of split down the middle. I was like, “I come from a unique perspective, because first off, I’m a really successful affiliate. This is a Ferrari I won in an affiliate contest.” I showed them the Ferrari I won, “But I’m also a really successful vendor, network. In fact, that same Ferrari I gave away two years later. I won a Ferrari as an affiliate and I’ve given away that Ferrari to an affiliate. So I’ve been on both sides of this game. So I have a kind of unique perspective.” And I wanted to show them, this is how simple this business could be.

So this is the moral for this for you guys. Those of you guys who are listening and who want to be affiliates. I talked about simple affiliate funnels and I said basically, this is the process. The first thing is you got to find a hot offer. Find what people are already buying. So let’s just say, for you it could be whatever. Something you’re excited and passionate about because potentially you’re going to be writing about it and hopefully someday if you are a good affiliate and make money there, you’re probably going to set up camp there and build an actual business and create your own products and services. But you have to figure out, find a hot offer. So boom, people are buying this thing, maybe it’s weight loss supplements or maybe it’s info product on dating or whatever it is you’re passionate about.

You find the hot offer that peope are already buying and that’s kind of the first step. And then let’s say they have a video sales letter. They got some way they’re selling it, I want to watch that video and try to figure out what’s the one most interesting curiosity based thing in this sales process. So I’m watching it trying to figure out. So I watch the whole video. Maybe in the video they talk about, the example I showed was the diabetic, way to end diabetic pain. So I watched the video and in there they’re talking about this shake they make that diabetics can drink in the morning and make it so their hands don’t tingle.

I’m like, boom. That’s the one thing, intriguing and interesting. So I took that one thing in the video, pulled it out and made a headline. “Discover the weird shake you can drink in the morning that will kill diabetes nerve pain for the first four hours of the day.” Something like that. So for diabetics that saw it would be like, “That’s kind of cool.” So I turned that headline, the unique thing I pulled out of the video, make it a headline and put it on a squeeze page. “If you want to know this one weird shake I make, give me your email address.” So that’s the funnel’s one page.

So then I go and advertize on Facebook or whatever. “Hey diabetics, here’s one weird shake that you can….” And they see the ad and click on it, go to my landing page, see the headline, put their email address in. And after they put the email address in, guess what happens. It redirects them to the affiliate offer, they ten watch the video that gives them that one cool thing. And if I set it up right in Clickfunnels, it attracts my affiliate links, when they buy it, I get paid from the product. It’s so simple. Yet, we all try to over complicate affiliate marketing. So the one other thing that kind of, I guess it’s the layer of complexity, but it shouldn’t be. A lot of times, you’re not going to be profitable up front, because you’re an affiliate. So an affiliate, you’re making half the money.

That means the other half, the vendors getting, so unless their offer is really converting high, which sometimes they do, you may not break even immediately. You might spend a dollar on Facebook ads and make 50 cents. So what you gotta do next is then that person gave you their email address, now you build an email sequence. So maybe the first three email in the email sequence are like, “Hey, did you watch the video about the cool shake? Watch it here.” And your second one is like, “Here’s a testimonial of some dude who took the magic shake and their feet don’t hurt anymore. Watch the video.” Keep pushing back, two or three emails, pushing back to that original video.

And every email in that sequence will some to come back and actually watch the video and increase your conversions. And it’ll increase how much money you make off of that, off of each person you got to come through. Then after two or three emails you transition to a secondary product. One thing I do if I’m going as an affiliate in a new market, I’m not going to just find one hot offer. I’m going to find 4 or 5 that complement each other. So we have the supplement, an info product, coaching program, an ecommerce physical product, whatever. I find 5 or 6 different things that that client would want. And then in this email sequence I’m introducing different products.

“Okay, you tried the supplements, you saw the video about the weird shakes. Hopefully you bought that info product, because it will help you a lot. But the next thing is there’s these really cool supplements over here that have been known to lower nerve pain, you should buy these.” I have two or three emails talking about the nerve pain supplements. Then from there. transition to “If you’re still suffering from nerve pain you may need ‘blah’” and I find 5 or 6 different products to serve them and I build email sequences that sell each of those products.

When I was showing everybody the thing, the cool thing is when somebody comes in, and hopefully you guys are able to visualize this. If not, I have a way for you guys to kind of see this in action here in a second. If you’re getting lost, that’s okay I’ll show you where to go to see this. Hopefully you’re seeing this. You pay a dollar in Facebook ads, they come in and opt in. Somewhere in the sequence on day one, on average I make 30 cents per offer, day two I’m up to 45 cents. Day three I’m up to 60. Day 5 I’m up to 80 cents. Day 7 I averaged 90 cents. And by day 8 is my breakeven point. That’s where I’ve made my dollar back. So what’s cool is you gotta figure out, where’s your breakeven point?

We’ll look at that and say, on average in this funnel we’re spending a dollar on ads on Facebook or Youtube, or wherever you’re buying your ads from. But by day 8 I’ve made my buck back, it’s breakeven. Then guess what happens after day 8? Day 9 and beyond? Day 9 is magic because anything you make from day 9 and beyond is pure profit in your pocket. And that’s the magic in affiliate marketing.

It’s like building, it’s like an ATM machine. I want to create some money. I put a dollar in advertising in, I get two dollars back out. Sometimes it doesn’t always happen immediately, at point of sale. It might happen over 3 days, or 7 days or 10 days, but find out what’s your breakeven point. Now I know, hey I’m going to put a dollar in on Monday, by Friday I’ll have my dollar back and then everything I make Saturday, Sunday, Monday and the rest of my life, pure profit. That’s affiliate funnels. That’s what I showed those guys. Pretty cool right?

So for those of you guys who may have gotten lost in the explanation, it’s easier when I have a whiteboard because I can draw pictures, and circles and arrows. Those of you guys who have been with me for a while know that that’s what I like doing. There’s that. If you want to see me kind of sketch this out, I did a video that kind of explains this. You can see it for free if you just go to affiliatebootcamp.com. Oh I almost got hit by a Sherman Williams paint truck. I survived. No worries, you guys.

Alright, if you go to affiliatebootcamp.com, there’s a video that talks about how to become a Clickfunnels super affiliate, and I walk through how to basically sell, because if you get 100 people to sign up for Clickfunnels, your commission on that is $4000 a month recurring, and it’s a car payment. So the whole video is how you’re going to retire as a Clickfunnels affiliate within the next 100 days. How to sell, basically get one person a day to sign up for Clickfunnels for 100 days, at that point you got a $4000 a month residual check from us, and you’ve got a car, which is amazing.

So affiliatebootcamp.com will show you that process. So when you opt in for free the next page is a video from me where I kind of explain this, I just talked about. I talked about creating the squeeze, talking about opting in, talking about that sequence that’s happening, what your breakeven points are. It’ll kind of map the whole thing out for you. If you need, even if you don’t need more details, you should still go through that. In fact, if you have an affiliate program, or you want to run an affiliate program, you should go funnel hack that. That funnels been building our affiliate program really well for us. It’s at affiliatebootcamp.com.

Yeah, that’s just kind of another way if you want to look at this a bit deeper. So that’s the magic guys. That’s what I shared this weekend, the affiliate bootcamp. If you guys are, if you listen to this right away, you will find this video. If you listen to it 5 years from now it will be hard. But I did Facebook Live it, so if you go to my Facebook page, which is facebook.com/russellbrunsonhq there is a video, we Facebook Lived the presentation, so you can see it there too if you want. See me trying to get these tired, non-excited affiliates as excited as humanly possible by walking them through this process.

But yeah, it was pretty fun. Anyway, I’m back home. I’m almost to the office, I’m going to get a couple of things done and head home, see my wife and kids and get back to the real world. So appreciate you guys all, thanks so much for listening. If you’re enjoying Marketing In Your Car, please go to iTunes and subscribe, share, comment, all that fun stuff. And if you do that, I’d really appreciate it. So thanks everybody, and we’ll talk to you all again soon. Bye.

Just super grateful today for the gift of entrepreneurship…

On this episode Russell talks about the opportunity he had in the last few days to sell his Neuracel business. He also briefly mentions the birth of his new baby girl.

Here are a few other cool things you’ll hear in this episode:

• How Russell was able to hold in his hands the biggest REAL check he’s ever seen.
• How he will still be able to have a hand in the Neuracel business even after having sold it.
• And why we should all be grateful for our opportunities and blessings that come from being entrepreneurs.

So listen below to hear about Russell’s exciting news.

---Transcript---

Hey everyone, this is Russell. It’s really late at night right now. I’m driving home, and wanted to say, “Hey,” to all my “Marketing in Your Car” followers.

Hey, everyone. First off, I appreciate you guys listening, especially this late at night. [laughs] I know it’s probably a normal time of day for you right now, but I probably sound a little tired right now. I’m driving home from a long day, after having our new baby, baby Nora. It’s been kind of insane on our side. My wife’s got to take care of her, obviously, and I’ve got to take care of four other kids, so it’s been crazy. [laughs]

We had football games today and birthday parties today, and I was driving around all day, and then I went and picked up food, and then came back, and then I just went grocery shopping, and now I’m coming back. Anyway, I’m kind of worn out, but just wanted to smile for a little bit and say, “Hi,” to all you guys, because things are good. Things are fun.

We did something really exciting on Friday. I’ve been working like crazy trying to get everything done for the book launch, and I’m so excited for you guys to see that. I think it’s going to be really exciting. I did a podcast a little while ago about the whole funnel stacking concept and everything. I think you guys are going to enjoy just seeing the process, and so again, funnel hacking, when I do it, but notice that it’s a deep funnel. You’re not going to see it all in one day, and so pay attention, take notes.

Anyway, I’m excited for that. The other exciting thing is that as I was rolling in things happening and craziness, and it was a crazy week. I had our Decade-in-a-Day on Friday, which is like we do these one-hour consult for our new incoming members, and so I did six of seven of those, and just all this stuff, and then at three o’clock in the afternoon, I jumped in my car. I drove over to this big legal building, and had to go get name-carded and get someone to buzz me in the building, all these things, and went up to the top floor overlooking all of Boise. It was beautiful, and I was there with one of my friends who just purchased Neuracel from us. It was kind of crazy. We signed paperwork and it was interesting, because I’ve been really excited about this for a long time, and I was freaked. I’ve been nervous on it. I feel the same way like if I sold a house to somebody. I feel nervous about if they’re going to like it, are they going to…all those kind of things. And so part of me’s been nervous about that, “Is he even going to like this? Is he going to be excited? What is…?” Those type of things.

I remember I was driving there and I got a Vox from him saying, “Hey, we just got the cashier’s check. We’re so excited. We’re going to come to meet you,” and I was just like, “How cool is this?” What a cool win-win. It’s exciting for him to come and buy this company from us, and it’s so exciting for me to be able to sell a company, and I feel like we created an offer that was a win-win for both of us, where it was a really good win for us, it was a really good win for him, and just a great experience all around. It was so cool. We went up there in the building, signed the paperwork, and he handed me a check, the biggest check I’ve ever seen in my life that was a real check. [laughs] Just so exciting.

So I’m just grateful. I’m grateful for the gift we have of being entrepreneurs where we can invent things and create things and try to provide value to the world, and what’s cool is that when we do it right, and we do it the correct way, we get the world, the market, whatever you want to call it, that we’re selling these things to, that we’re putting the value and the ideas out there. They reward us by giving us money, and for me, I’ve always focused on the customers giving us money, which has been really fun, and it’s just cool to see somebody else’s value of something we’ve created enough and be excited enough that they actually want to buy it and own it. Anyway, for me it was just a big day, something I’ve always wanted to do, first time ever.

I’ve sold websites before. I had sold one website for a little over $100,000, I think $114,000. That was my biggest. I think that might have been the only website I’ve actually sold, actually. No, I think I’ve sold two. Anyway, I’ve only sold a couple of websites here and there. This is the first time I’ve sold a real business. I’ve always wanted to do that, and it was just cool to see the process and see the whole thing, and to see the finality on our side of seeing this thing end. We’ll spend the next couple of weeks transitioning it over, and what was cool for me is that one of the people that bought it is actually one of our coaching students, so I’m going to have a chance to be able to still have my hand in the business a little bit through proxy, through sharing ideas and stuff. It just makes me happy that I can still be part of it, even though it’s not mine anymore.

Anyway, it was really fun and just grateful to be an entrepreneur. I hope you guys are grateful for this opportunity as well. I know that some places in the world, this is not possible, and other times in history when this was not possible, and we just live in such an amazing day and age, and I’m so blessed and grateful to be here and to be able to have a life like this, and an opportunity like this. I think all of us are so blessed to be living in a time and a date where things like this are possible.

Anyway, I’m just grateful, and so I want to share that with you guys, and I hope you guys are grateful for this blessing of entrepreneurship that we all have, and sometimes, some ideas that we have make money, some don’t. Some lose a lot of money. I think I’ve probably lost more money than most people ever dream of. [laughs] But every once in a while, it works, and that’s what makes it all worthwhile. Anyway, just like I said, I’m grateful to be an entrepreneur, and I want to share that with you guys tonight. I hope you’re grateful as well.

Just got home. The garage is shut behind me. I’m going to do in, and take the groceries in, give all my kids a kiss, and tuck my little baby into bed, and I’m going to pass out. [laughs] I’ll be ready for next week when we do the last phase of our preparations for the product launch. I actually rented a studio. It’s like a professional recording studio. I’m going to go on Tuesday and record the audio version of my book, so I’m just excited. So much fun stuff.

I appreciate you guys listening as always. I’m going to go in, crash. Just be thankful, you guys, again for this gift that we have of being entrepreneurs and the ability to create and to give and to share and to serve. I’m grateful to have that chance with you guys.

So thanks again, and we’ll talk to you guys all soon.

A quick glimpse behind the WHY of this funnel…

On today’s episode Russell goes on a mini tour of his new office and podcasts from two conference rooms and the kitchen. He talks about how you need to watch a magician’s hands to figure out what he’s doing, and how that relates to being a marketer.

Here are some of the cool things to listen for in this episode:

• What it means to be a magician in marketing.
• Why Russell buys other people’s products that he doesn’t need, and why you should buy his Marketing In Your Car MP3 player, even if you don’t need it.
• And why it’s good to grow a business organically, but it’s better to push it along faster by buying ads.

So listen below to find out why you need to be looking at a magicians hands instead of getting distracted by what he wants you to see.

---Transcript---

What’s up everybody, this is Russell, welcome to Marketing In Your Car. Now this is a special episode because I’m not in my car. In fact, I’m at the brand new office. We moved in this week and it’s insanely cool and I’m not only in the office, I’m in an actual conference room, which is the first thing I’ve done in this conference room is actually talk on this podcast. I’m looking out and everybody is working. We all have standing and sitting desks. So everybody out here working standing and sitting. So exciting.

Anyway, if you haven’t seen yet, I’ve been Snapchatting and I’ll probably Facebook Live Friday. Friday we get the big Clickfunnels sign in the office, which looks so cool. So as soon as that’s here I’ll Facebook Live this whole place so you guys can see it. You can see the bookshelf and everything.

What’s cool, Monday and Tuesday we had a certification event here in Boise. We were supposed to do it here in the office initially, but we didn’t think we were going to get the office done in time, so we moved it back to a hotel. Then Tuesday, at certification I make everyone do a hack-a-thon, which they stay up  all night building funnels. Part of the cult-ture that we’re trying to do is you need to get crap done, you just pull an all nighter and just get it done. So we taught them that and they did it.

And then on Tuesday they went and presented all their funnels and everything and we gave away awards and it was cool. Tuesday morning I woke up like, man these guys have been killing themselves. How cool would be if they actually got to come to the office. So we chartered a bus, had the bus drive to downtown Boise, pick them up and bring them back. And now they’re…….

Anyway, they came to the office last night and it was so much fun to have everyone here and showing off the new stuff. People were like, “Is that really your bookshelf? Are those all your books?” And I’m like, “Yeah, I’m kind of a nerd. Sorry about that.”

Anyway, it was so much fun. So now, today we’re here. This is the first day we’ll actually work the whole day. Everybody’s here and it’s exciting. One big fear I have is we have our FHAT event coming up Monday, Tuesday, Wednesday next week in the big conference room which is amazing. But it’s got echo. I don’t know if you hear echo in here. This is the conference room and it’s kind of echo in here as well. We have a sound engineer coming to try to figure out how to put up paneling and stuff so we won’t have those issues. But the problem is it’s like 2 to 4 weeks to get those things fixed. So that kind of stresses me out a little bit on that side. Hopefully we get some of it figured out. We’ve got people coming and they’re going to be hanging up sound panels and things like that in the conference room.

Anyway, someone just came in the conference room so I’m going to walk out here. Now I’m going into the kitchen. The kitchen also has got a lot of echo in here as well. But we designed this because we do a lot of videos in the kitchen, so we made it a really nice kitchen so we can do videos and stuff in here. So it should be pretty office.

So now I’m wandering. So fun to wander around the office, now I’m in the conference room. So anyway, I wish you guys could see what I’m doing, probably more interesting than hearing me talk about it. But it’s so exciting.

So what I want to talk about today, yesterday the Marketing In Your Car free MP3 player offer, we were paying affiliates $20 to give away a free MP3 player, and I think it ended last night at midnight. It’s been fun watching a lot of our affiliates promote it and then seeing people’s feedback. Tim Castleman, one of my buddies, he’s been promoting it. He’s like, “Just go buy it, you guys. Why are you not buying it?” and people are commenting why they’re not buying it. It made me laugh so hard. These are all people trying to learn marketing. And they’re trying to figure this whole thing out. They’re studying, learning, following Tim, following me, following people and they’re like, “that offer didn’t make sense to me. I don’t really want an MP3 player. I need to subscribe for free on iTunes.” All these things, all these reasons why they wouldn’t buy.

It made me laugh because we’ve sold a lot of them. I think we’ve sold, we’re almost at 4 thousand sold, which is cool. What we’re finding is for every single person who’s buying an MP3 player, probably 5 or 6 people are subscribing to the podcast, even if they’re not buying. So if you watch, I don’t know if you guys are watching, but if you go to iTunes right now, and you go to the business section, we’ve been in the top ten ever since this thing has launched. The business section is hard to get in the top ten.

Tony Robins is not in the top ten. Eric Ward is not in the top ten. All these legends are not in the top ten. Neil Patel is not in the top ten, we’ve been in the top ten for the last 2 or 3 weeks now. And it’s like, I want, since you guys are my best people. You’re hanging out, you’re here listening, I want to reveal, show the curtain, behind the scenes of what’s happening.

You know how they say, magicians are doing a trick, but he’s distracting you with stuff so you don’t see what’s actually happening, so you don’t see his hands move when he’s doing whatever that thing is that makes the trick possible. So he’s doing misdirection stuff and leading you places and stuff like that. With marketing, it’s kind of fun, my job. Most businesses is, it’s like you’re doing marketing, selling your product. Whereas, I’m doing marketing, selling my stuff. But for those who are watching, I’m hoping you are watching. Watching my hands, watching what the magician is actually doing because that’s the most valuable lesson.

Me giving my MP3 player, pre-loaded episodes is kind of a cool little thing, but why did I do that. Why am I doing that? What’s the magician actually doing and watching that. I always tell people, I buy everybody’s products. Usually I do not go through most of the products, but I’m buying because I want to see what the magicians are doing. What do they learn? If you saw the stuff I’m buying. You’d be like, “Russell, why are you buying another weight loss course?” and I’m like, “Because the weight loss dudes are really good at funnels.”

“Why are you buying a thing on stocks? You don’t even know what the stock market is?” I’m like, “I know, I have no idea how to do stocks. I don’t even want to know how to do stocks. But the stock guys are really good at funnels, so I want to watch what they’re doing.” I want to see what the magician is doing. So for those who are listening and those who are paying attention, and I hope you guys are paying attention, is watch these processes. Don’t say, “I didn’t buy Russell’s MP3 player because I don’t want an MP3 player. I’d never listen to it anyway.” Dude there’s a lesson here.

I’m not just doing these things for fun. I’m creating things and testing things and if they’re working, you’ll see me keep pushing them and keep pushing them. I look at right now, our podcast has grown insanely over the last little bit. We’re in the top ten, we’re consistently in the top ten, which is amazing. We’re getting tons of, I mean tens of thousands of downloads a day, which is amazing. And it’s because these things we’re doing, if you’re not watching, if you’re not looking you will miss it.

It was kind of cool, I did a podcast interview last week with Paul Colligan, who’s the podcasting guy and he’ll be, I think it goes live to day. And Paul is someone who’s watching the magician. He messaged me like, “Dude, I’ve seen your podcast funnel, I gotta know what and why.” It was really cool. A really cool podcast with him, kind of explaining. All of his followers are podcasters. Podcasters are out there and they’re trying to create good content to organically grow.

And I’m like, “Organic growth is good, but it’s hard.” I did a podcast every day for 3 years. We had 300+ episodes while I was organically growing it, it was good, we got followers, we got traction, but it wasn’t until I created something that I could stimulate with paid ads that it grew dramatically.

So for you guys, looking at that, look I can go on a blog all day long, but if I can’t stimulate with paid ads, man that’s a long time. Same with podcasting or whatever it is for you. But for this funnel, for the one you guys went through, a lot of you guys to get here. That was the vehicle, was the podcasting funnel. And it was a way for me to be able to pay for ads. And he, Paul basically was like, “There’s nobody that can do this. You’re the only person that can pay for subscribers profitably.”

I’m like, “Yeah, because of the model.” Anyway, I hoping you guys again, are watching the magician’s hand. Because prior to that we’d try to grow Marketing In Your Car and what we were doing is we were buying Facebook ads, trying to get people to subscribe. I’d ask John, “How many subscribers did we get from the Facebook ads?” And he’s like, “I have no idea. There’s no way to track it through iTunes.” He was like, “I’m basically just crossing my fingers and hoping that somebody subscribes.” We have no way to track it and test it. We’re just dumping money at it and crossing our fingers. That’s a horrible way to do business, stupidest thing in the world. That’s what branding guys do. That’s what companies that are backed by VC cash do. They just burn cash and they’re stupid.

Funnel hackers like us, we’re smarter. We’re looking at the ROI and it’s like, I had to create this thing to be able to create the ROI. So what’s cool about it, right now we’re driving traffic through these funnels. We’re paying affiliates $20 to give away a free MP3 player. But we know our metrics and we’re profitable on the front end. I think we’re close to about $30, might be a little lower than that. Somewhere around $30 we’re making. And we’re spending $20 to affiliates, but our ads are making about $10 – 15 to sell an MP3 player.

If you look at that, we pay for the ads, we pay affiliates, get the MP3 player, we’re profitable so we actually make a little money there. Not a lot, but enough to cover our costs. Then after we’ve covered those costs, like I said, a big percentage of people come to the page, never buy the MP3 player, but then subscribe to the podcast.

And everyone who’s, again iTunes doesn’t give us the best numbers possible. But based on my guestimations, for every single person that’s subscribing to, or that’s buying the MP3 player, we’re getting 4 or 5 people that are subscribing to the podcast as well. So I’m paying for that growth profitably. It doesn’t cost me anything.

So anyway, I just wanted to kind of lay that out for the guys who are paying attention and just thinking through that. Because organic is good, but if I could stimulate that with paid and be profitable with it, that’s great. That’s how I build a company fast. That’s how I do it without VC cash and all the other crap we’ve been told you need to do to build a company. You don’t if you’re smart, the market will back you. They’ll cover for you.  That’s the magic of funnel hacking, what we all do.

With that said, you guys. I appreciate you. I’m going to bounce. Get back to work and probably do some more podcasts from the office, find different cool locations and go from there. Thanks everybody. Talk to you guys soon.

Here’s a quick recap of everything I shared during my lunch consultation today.

On today’s episode Russell shares some cool things he shared with some clients at a lunch consultation. Hear all that good stuff in just 7 minutes…

Here are 3 cool things in this episode:

• How funnels on line basically replicate funnels in real life, but how it’s cheaper.
• How Russell gets leads into his funnels.
• And why you need to create desire and belief to get ads to convert.

So listen below to hear about Russell’s seven minute lunch consultation.

---Transcript---

Hey everyone, this is Russell Brunson and welcome to Marketing In Your Car. Hey guys and gals, this is actually the second Marketing In Your Car I’ve done today. Do you wanna know why? Because I’m in my car again and I’m driving, so because of that you get to get me again, because I had nothing else to do. I just wanted to share with you guys. I had a really cool lunch today with, there’s a company called Kount K O U N T, which is a really cool fraud protection company, and the CEO is one of my close friends, he used to be the CEO of Clickbank, in fact, Clickbank and Kount are owned by the same company.

Anyway, I had a chance to go eat lunch with them today, which was really fun to get to know the guys and their sales team and marketing team and stuff. I enjoyed it, and I learned some cool things, not things that I learned, but I shared some cool things with them that I think would be good for everyone so I just wanted to share some of the thoughts and ideas that came from it. Hopefully it’ll give you guys some value.

The first question they asked me, “Clickfunnels sounds cool, but we’re selling BDB. With BDB, do funnels work, is that just a BDC type thing?” and it made me laugh because first thing I said, “Cool, how do you guys get clients in the door right now?” He actually used the word funnel, “Well the first step of our funnel is…” Then I kind of smiled and then he explained the whole thing, “We go to trade shows and we get leads, and we put the leads, and these guys call the leads, and leads forum, and then leads score guys, and if they’re good they go to these guys and then sell to them.” I kind of smiled, I’m like, “Okay well that was a funnel right there. All we’re trying online is replicate that. How do we make it so that instead of you having to have a guy or a gal or somebody do each of those steps, a lot of those things happen online.” I told him about how back in the day, some of you guys know my story, we had a call center that had 60 full time sales people who were outbound calling every one of our leads find people qualify them and all those kinds of things. And while that worked, it was expensive. That’s a lot of people. Everybody had to dial 100 dials a day and all that jazz. It was just super inefficient, expensive and honestly, wasn’t a great experience for people. People don’t want to get phone calls all day long. So when we shut down the call center, we reinvented the model and kind of changed it around. We started driving traffic into a funnel, the funnel sifted and sorted and qualified people and just gave us leads and customers who were ready to sign up today. And that was the transition, that’s how it kind of moved.

We went from having 60 full time sales guys to now we have two.  While they don’t do quite the same top line revenue, they definitely do more profit. Considering two guys versus 60 its pretty dang close to the top line, which is exciting. Anyway, I think that was cool illustration of a funnel. So the next question was, “How do you guys get leads into your funnel?” So we kind of talked about that a little bit, I was like, “We’re doing a little bit of everything. We’re trying a lot of things. We have a Facebook ads that run.” And theyre like, “Facebook ads don’t run for us.” I’ m like, “Really? Why not?” they kind of talked about their messaging on it, and their messaging was very specific li,e, “Hey you can increase your transaction value for this.” I was like, that’s not what people are looking for. Your product is fraud protection you’ve got to create a desire in their minds. When we launched Clickfunnels initially we started selling like, here’s funnel software. And nobody bought it no matter how excited I was. We had to change it. How to get people excited about funnel software. We had to explain what a funnel was and get them excited and show examples of your funnels and what’s actually possible. And that’s why I built the funnel hacks webinar. To show them, here’s what a funnel is. Here’s how it works. Here’s how you funnel hack somebody else. Here’s how you go to Clickfunnels and actually build it, and here’s how you get traffic. I gotta create desire and belief that what I have is gonna actually help somebody.” And I showed them that the reason that your Facebook ads not working is because you’re not creating desire or belief. That’s another goal of funnel, it could be through a sales video, it could be through a webinar, it could be through whatever, but you gotta create desire and belief, those are the two core things you’ve got to create through your funnel. That’s the goal, if your funnel can create desire in the thing that you sell, and belief that it will work for them. Notice that I didn’t say, not that it’ll work, but it’ll work for them, that’s how you get ads to convert. So that was the next thing.

Then we talked about other ways to get leads, and all the things we were doing. I asked them, “One of the things we’re doing, we’re building out kind of a front end call center, who are going to call leads and start selling our programs. Have you guys ever heard of billwith.com?” they said, “Yes, we used builtwith.com but it didn’t really work.” I’m like, “How did it not work?” they said, “we had guys exporting lists of hundreds of thousands of leads and they were calling them all day and getting 1800 numbers and dead calls and things like that. So if you guys know builtwith. Builtwith.com is this site where you can say, hey show me all the sites that were built with Leadpages, show me all the sites that were built Unbound, show me all the pages that were built with Infusionsoft. It shows you all the pages and then gives you full the contact info of those people. I said, “That’s the problem. You’ve got these sales guys that are cold calling all these unqualified, cold, freezing cold leads. I don’t want my sales guys talking to anybody unless they’ve raised their hand. There’s a really cool business model that we’re implementing right now that you guys should look at. It’s a book called Predictable Revenue. I think I’ve mentioned it to you guys before in the past, but if not go to predictablerevenue.com, I believe, and go buy the book, it’s like a $10 book. The books not really well written but the concept is awesome.

So what they do in this book, it kind of documents the case study of how sales went from 0 to $100 million in sales and they did it basically, getting lists that they knew had builtwith.com. conceptually the same thing. You get this cold call list and instead of just having your sales dudes just call and burn sales out, you have the sales guy take 100 leads and then email 100 people and say, “Hey are the person in charge of marketing at this company?” and typically the person is like, “No I am not. So and so’s in charge of marketing.” Then they introduce them to so and so. Now the person’s got a warm introduction to the person who’s in charge of that aspect of the business and that opens up a great call. Then you’re only calling people who’ve raised their hands and said, “Hey, I’m Joe and I’m the marketing guy you’re looking for. Let’s get on a phone call and talk.”  So your sales guys are only talking to people that are warm. So that book, I think the model and I don’t know exactly the numbers, each sales guy emails 100 people a day, from that they should get 11 responses and from that they should have 6 calls or whatever. And they just kind of….that’s the model. Now your sales guys aren’t trying to make 100 dials a day. Your sales guys are sending 100 emails and talking to 11 people who actually raised their hands. It makes for a better experience and way more profitability and less headaches and costs, and all the things that are associated with the other model.

That was kind of another little tidbit and idea. There you go guys. There is the end product of our lunch consult for today, I did with the Kount guys. I hope it gives you guys some ideas for your business on the funnel process, converting ads, different places, different way outside of just Facebook to get leads. A cool conversion process to convert those leads and a bunch of other things. So there you go. Seven minutes and fifteen seconds of gold I hope I dropped on you guys. If you get some value out of that, let me know. Share this episode on Facebook or whatever that would be sweet. If you want to see any back episodes go to marketinginyourcar.com, You can find all the old episodes. Get the transcripts to the old shows and a bunch of other amazing things. Again, I appreciate you guys, Hope you enjoyed our seven minute lunch consult. Talk soon.

You’re good enough now!

On today’s episode Russell talks about why people in his life that ask him for help building funnels should just follow the blueprint he has laid out, and then they can’t fail.

Here are some interesting things you will hear in this episode:

• How many friends have asked Russell to build funnels for him in the last 10 days.
• Why it’s not that hard to build funnels yourself if you follow the guidelines that Russell is handing over.
• And why its important for everyone to learn how to build their own funnels for their own business.

So listen below to find out how Russell figured out that building funnels for other people is really a disservice to them, and why he doesn’t want to do that.

---Transcript---

Hey this is Russell Brunson and welcome back to Marketing In Your Car, you guys. Glad to have you here. I am on my way into the first of four Inner Circle Mastermind meetings that are happening in the next two weeks, which is kind of exciting. It’s actually really exciting for a couple of reasons.

First off, as some of you know, depending on when you are listening to this, we are in the middle of the elections, which is pretty much a train wreck. The good news is that I’m in a state where everyone always votes republican, therefore no has to run any advertising here, therefore I don’t have to see any of the ads, which actually I would like to see the ads. I’m sure they are hilarious and funny and depressing all wrapped into one. But I want to see that.

I don’t get a lot of the noise of the election, which is kind of nice. I’m sure, especially a lot of you guys in swing states are getting bombarded by it. The second thing is that we’ve got, as you know, 100 people in the Inner Circle, which means there’s 25 people coming today and tomorrow. 25 people the next two days and then next week we’ve got 25 and 25.

So the next two weeks before the election, I’m going to be stuck in a room with a hundred of the coolest entrepreneurs on earth. All of which, I don’t know the right verb or noun, but all of whom are trying to change the world in their own little way. They are looking at what’s happening around the world. They’re turning the tv off and saying, “I could be better.”

They are trying to be a positive change and impact on people’s lives and companies and it’s amazing. That’s what I get to do and completely flush out the noise of the media and spend time with people who give me hope and faith in the world. Because to be completely honest, there’s sometimes I look around and I don’t have much hope or faith in people or in the world. So I’m just excited and grateful for those who are in the Inner Circle, to be able to spend this time with you guys.

So first off, thank you. I’m excited to be with you guys here, for those who are inner circle members. And it’s been fun. One of the things I do every Inner Circle meeting is look back at the last 4 or 5 months since our last meeting, and look at what are the coolest things done, have had the biggest impact. Looking at those things, what are the coolest things I can share? So it’s been fun kind of putting those things together the last day or two. Printing out little handouts and getting people ready to show some cool stuff.

So I don’t have time obviously to go deep into all those things, I’m going to spend probably 2 or 3 hours today showing everybody the cool stuff. Then we’ll have everybody else share all their cool stuff, which is so fun. So I basically get everybody’s ideas over the next 8 days. It’s going to be insane, I love it. I’m so excited as you can probably tell.

But the one thing I wanted to message to you guys about, there’s been this really weird, recurring theme over the last 10 days of my life. It started, today’s Monday morning, just to give context. So it started a week ago Thursday, so about ten days ago. So from Thursday til the next Sunday, like 4 days, in those 4 days 6 people in my own personal life, so this is not talking about Clickfunnels members, because I’d say the number if you did that would be about 10x. But 6 people in my personal life all came up to me about partnering with them on sales funnels.

And they’re all close friends and I don’t want to just, I’m talking down about any of them, because they’re all amazing people with great ideas. But they’ve all consistently come to me with basically, “I’ve got this idea, lets partner on it together and we’ll split the money.” And I get those deals all the time from Clickfunnels members, to be completely honest.

We probably get a dozen or so requests a day, if not more. We just can’t answer them, we just ignore them or tell them no. But it’s weird; it’s strange when it’s like your friends. Even friends that didn’t even know what funnels were or what I did or anything. I see them randomly at soccer games and they’re like, “Hey, so….” I’m like, “Oh, come on.”

So what I want to tell them and you and everybody listening, is something that’s very, very, very important. I’ve been doing this for a long time, which is why I think people want to lean on me. “Hey Russell, do this or help with this.” I want you to know that I have been giving as many clues and hints and cheat sheets and blueprints and things as possible for you guys to look at and to model and to copy. I don’t know what else I could possibly do, besides just doing it for you, which doesn’t serve you, it doesn’t serve anyone. You have to learn this process, and if you don’t want to learn this process then you shouldn’t be doing this. You should go back and do whatever you want to do.

I don’t go to my friends who are doctors and be like, “Hey man, so this is the deal, I’ve got the flu, I want to cut myself open. Can you help me cut myself open? Just real quick show me how it works. I know you know you know how; you went to medical school for 12 years. I know you know how to do it.  Just come over, show me how to do it real quick, so I can do it. Or just do it for me, cut me open.”

That’s not how it works. You have to earn it. In fact, it’s been interesting since I’ve seen, and it’s kind of one of the downsides. I’ve had people and I’ve gone and helped them. A really good example, and I’m just going to be blunt. The guys at Flex Watches. We came in and just did their whole thing for them, gave it to them, it was on The Profit. It was really cool. But the problem is that since we short-cutted all the thinking for them, now they’ve got this thing and they don’t know what to do with it. And they can’t figure it out because they didn’t have to earn….I just ran a red light. Crap.

They didn’t have to earn this, they just got it handed to them. So because of that, now they can’t think on their own. They can’t figure out the next step. All these other things they’re stuck on. They just messaged me yesterday, “Hey Russell, um, it’s not working very well. What should we do?” if you would have created it, you would have thought through these things, you would have seen the vision and all those things. IF I just hand it to you on a silver platter, you miss all that, which means that I get tied into doing it over and over again.

And every single person I’ve done that with, and I’m seeing it a little bit now with some of the Funnel Hacker TV episodes, where we just build a funnel and hand it off to the entrepreneurs. Same thing, we hand it off, but they haven’t thought through all those things and now it’s almost like a disservice to them by doing it.

And I don’t want to do that. You guys are smart enough now to do this on your own. For some reason everyone wants permission and I’m going to give you permission.  You are good enough today. You can do this. You just need to go and do it. You don’t need me helping. You don’t need me doing it for you. Yes, that would be great for me to do it all for you, and I totally understand that, but that’s not what this is all about. Because if I do that, you don’t learn what you need to learn.

You cannot truly serve someone, I don’t believe, unless you learn this side of the business. This is the only really important part of the business, is the marketing. The marketing of the thing is so much more important than the actual thing. I know I’m going to offend people with that. “No, my things the most important thing in the world.” And it is, but unless you’ve mastered the marketing of that thing it doesn’t matter because no one’s going to know about it.

“But Russell, I outsource my marketing.” Are you serious? That’s like outsourcing your love making. What’s the point of being married if you just outsource that crap? That’s the best part. Don’t you understand? Why in the world would you outsource that part of it? It’s the most important thing. It is more important than the thing you were actually selling.

So it’ s time for everyone to stop having excuses and stop saying, “I wish Russell would do it, or someone else would do it.” It’s time for you to bite the bullet and just figure it out. It’s really not that hard.

So this is what you got to do. First off, read the Dotcom Secrets book, 5 times. And I’m not saying that because eI like my book. Literally study it. That’s 12 years of my life put into a book. So you can go and read 500 books like I did and 300 courses and spend 10 just looking at it, or you can get the cliff notes. If you haven’t read my book at least 5 times, you haven’t read enough. You don’t understand these concepts.

So there’s number one, read the book over and over again. Number two, I would say go……. I’m trying to get my parking ticket in the parking garage. Sorry about that. I’m driving a stick uphill, it always stresses me out.

Number two, now that you’ve done that you’ve got to become a master. You need to funnel hack a lot of people. So you need to go buy a bunch of people’s products, to see the process. Buy my products, not because I want you to give me money, I do, but that’s not the purpose. The purpose is that I want you to see what a good sales funnel looks like over and over and over.

Spend a thousand bucks. “But Russell a thousand dollars, I can’t afford that.” If you can’t spend a thousand bucks at this point in your life, you need this more than anyone. You need to go find a business partner who’s got a thousand bugs, who’g going to let you funnel hack other guys. Because if you don’t have a thousand bucks at this point to invest in your business, you don’t have business having a business. I understand that, I’ve been broke. When I got started I was completely broke, but you’ve got to figure out a way to get money. Because if you don’t invest something you can’t do it.

Third off, get a Clickfunnels account. “Oh Russell, it’s so expensive.” Are you kidding me? It’s not expensive. Holy crap, I can’t believe….when Frank Kern heard we launched Clickfunnels, Frank Kern said, “You should charge $5000 a month, minimum for this service.” And he was dead serious. I was like, “No, we’re going to make it $97 a month.” And he was like, “You’re insane.” And I was like, “We’re going to do it anyway.” And we did it anyway, and guess what? And then there’s a $300 a month Actionetics. And people are like, “I can’t afford $300 a month.”

You are running a business. This is the foundation for you running the world. $300 a month, if you can’t afford that, once again, go get a side job until you get $300 a month extra. It’s only $30 a day. If you get a job paying  $15 bucks an hour, 2 hours a day extra to pay for the foundation for your entire company. Or find a partner or something. But you have to have that.

Now I remember back when I got started, because I couldn’t do it for $300 a month, I had to have a programmer and a webmaster and host and a designer, all these things that you no longer have to have. Do you understand that?

Third off, I’d recommend you guys get certified. The Clickfunnels certification program, even if you’re never going to sell funnels for other people, is amazing. It’s like school. It forces you to do homework assignements and be accountable and actually do something. It would be so good for you guys. If you’re not going through our certification program yet, do you hate money that bad that you don’t want to learn and master this skill? Go to cfcertified.com, go through the webinar, sign up for the certification program. It’s a little expensive, but it’s worth it. It’s a lot cheaper than college or type of tuition you’re doing, but go and do it.

I don’t even know where I’m at. There’s a bunch of things. This is the key guys. It’s time to immerse yourself. It’s time to stop relying on Russell or anyone else. I’m putting out as much stuff as possible. I’m doing Funnel Fridays, I’m doing this, I’m doing that. Funnel Hacker TV…I’m doing as much stuff as we can, not because I want to get a whole bunch of people who want me to build a whole bunch of funnels. I don’t want to do it. I want to build my own funnels.

I want to give you guys so much inspiration, so many clues and blueprints and just ways to master the skill that you can’t possibly fail. The thing is you gotta geek out on it. You gotta get excited. You gotta say man, this is the most exciting part of this entire business, this piece of it. Then start immersing yourselves in it. Immersion is the key. Because this stuff is not that complicated, but you gotta be excited about it. You gotta get into it and look at it from many different angles and it’s time to look at it as a business.

When you do that, you can do this. It’s not that hard, it’s not rocket science. It’s funny, people keep asking me,  I had a guy interview me the other day, “What’s the future of funnels?” There’s no future of funnels, it’s the same as always. Simplistic, easy, powerful funnels. Look at my funnels, they’re all simple, easy, they all convert, and make money.

Which kind of funnel should we use? There’s one of five funnels. If you read the Dotcom Secrets book, there’s millions of funnels you could make, I only use six funnels. That’s it, some variation. All my products are variations of 5 or 6. Master those 6 six things. It’s a finite number. It’s not some moving target that gets bigger and bigger. It’s very finite. This is what you have to master to be amazing. That’s it.

So there you go. I hope that I didn’t offend too many of you guys, but what I want you to understand is first off, you are good enough right now. This stuff is not super hard, but it does take some focused immersion time. The more you can immerse the better. Start with the book, if you have no money just buy the book. Dotcomsecretsbook.com, immerse yourself in that. Read it 5 times.

That’d be number one. Then as you can invest in things, invest in more. Just reading the book will give you guys the foundation and the strategy and then you can go deeper with funnel hacking people. Then you can get software, then you can go and try to get certified. But I would keep looking at this as an investment. Keep reinvesting into yourself because that’s the key to how this whole game is played.

You guys have it easy, seriously. I don’t know how many more times I can just give you guys funnels that are pre done or show you funnels over and over again. I didn’t have that when I started and I’m not that smart. I guarantee almost everyone listening to this podcast right now, is smarter than me. Guaranteed. The only thing that I do is I’m really good at modeling.

I look at what people are doing and say, “Wow that’s awesome. How can I model that?” And I don’t copy; I hate people that copy things. But how can I model it, how can I make it better? How can I put my spin on this concept? But I model and I don’t deviate from the model that’s working. I just make little tweaks and make it my own.

I’m through building a funnel for one of the Funnel Hacker TV episodes and guess what I did? I found a funnel from 7 years ago, it was one of our best converting cold traffic funnels, took that and I modeled it and it looks identical to that one. Because that’s how I do all my VSL ones, they’ve all been identical because that’s how VSL ones convert. So I don’t try to deviate or make up my own thing, I just do it the same way.

Anyway, I hope that helps you guys. I’m out of here, I’m at the hotel and I’m going to go check in and hang out with the Inner Circle guys. We’ll talk to you guys all again soon. Bye everybody.

My thoughts the night before I have a chance to pick Neil Patel’s brain for an entire day.

On this episode Russell talks about how he hired Neil Patel to help him see his business through a different lens. He also talks about why hiring him for a day will make it way more likely to implement his ideas.

Here are some cool things to listen for in this episode:

• Find out how much it cost to hire Neil Patel for a day.
• Hear why it was worth it to pay Neil for his expertise than to spend years learning the concept.
• Why this meeting with Neil will hopefully change the trajectory of Russell’s business.

So listen below to hear why hiring an expert for a day is better than spending years trying to obtain the same knowledge on your own.

---Transcript---

Hey everyone! This is Russell Brunson. I want to welcome you to Marketing In Your Car!

Everyone, so I am heading home from the office today. We had a good time. The hack-a-thon officially begun. We’ve got all of our developers and partners and friends here in Boise, and we are going crazy this week getting some new big, fun things rolled out in ClickFunnels, which is going to be exciting. You guys will see some new UI tweaks this week coming out. You’re going to see, hopefully next week we’ll be launching Backpack to the world, and I can start using Actionetics tomorrow.

So a lot of fun stuff is happening there and things that you guys are going to love, so good stuff’s happening there, and I want to talk to you about something, though, that I am excited for.

So tomorrow Neil Patel from QuickSprout.com and from NeilPatel.com and from what other sites does he own? From Kissmetrics.com and CrazyEgg.com and a whole bunch of other ones.

Anyway, we hired Neil to come and do a one-day consult with us, which is kind of exciting. He’s going to come and tomorrow we are going to lock down and just pick his brain for as much as we can and get some good ideas from a conversion standpoint on our site, from marketing, from trying to figure out how to implement his content strategy to a bunch of other things.

And I wanted to tell you guys that for a couple of reasons. One is I’m exited, and number two is that what we are doing is we are shortcutting.

We’ve a program that I called Decade In A Day, and I got that name from Tony Robbins, who talked about why he loves books.

He says, you know, you’ll take an author. He spends a decade of his life learning a concept, and you have a chance to go, and in a day, read and get a compressed version of all that and instantly get a decade worth of information in a day.

And so, we created a program called Decade In A Day, which has been a really fun process, but I’m kind of doing that right now with Neil. You know, I’ve studied his stuff. I’ve looked at his thing, trying to figure out what he’s doing, trying to reverse engineer, and we were adding things into what we’re doing, but we just haven’t done it 100 percent.

I mean, probably not even 90, not even 10 percent, and I think the big part of it is just, you know, one is there’s still like these little unknowns or exactly how little pieces of what he does works.

But then, there’s also like there’s something about that financial investment, so we paid Neil $25,000 for the day. We flew him out and everything to beautiful Boise, Idaho, and now we’ve got 25-grand on the line, like now we are way more like they actually implement it.

In fact, after we basically agreed to pay him, then I was like, “Well, what do we need to make this happen? Will we need somebody to be in charge of the blog and the content and all these kinds of things?’

So we hired a new person on our team to focus on that, and we started doing a bunch of other things to get ready for this experience now that it’s happening tomorrow.

And now that it’s happening, he’s flying out here, and in a day we’re going to compress a decade worth of his information. Ideas and thoughts into our company into ClickFunnels and then from there we’ll see how fast we can implement it.

But now that we’ve made that financial investment, now we’ve got the people and the resources and things in place to be able to implement it. Now we’re actually going to run with it. Whereas, again, I’ve been reading Neil’s stuff for three or four years and honestly haven’t implemented much of it.

And part of it is because we haven’t put a big enough investment in, and part of it is just it’s always fun to have this processer. This thing where someone comes and you kind of get a brain dump and then you have the fuel you need to run forward.

So that’s what’s happening tomorrow and I think it’s cool, and I just wanted to kind of talk to you guys about it for a couple reasons: One is two weeks ago I had somebody that, with me, they read the DotCom Secrets book and then they said, “Hey Russell…”

It actually his name is Tim Schmidt. The guy’s awesome like probably one of the coolest people I think I’ve ever met in my life. And he called us up and said, “Russell, I want you to come and train my staff for two days and pay this $100,000 to come and do it.

And it was the same kind of concept where he basically wanted to compress a decade of my time into two days and jam it into his staff and give them all this — everything we’ve been doing — and giving it a very focused, finite period of time.

But now, he’s got 20 or so of his team members, all on the same page, all speaking the same language, all running the same direction. And you know, for me, I thought, if someone like Tim is going to do that for me, like I need to be willing to do that for me and my company and for what we’re doing.

And so Neil was kind of the first person we did that with, and we’re going to, I think, continue to do this where we find people like where are we struggling and where are we weak. Or where do we want to go? Who’s already been there, and then try to spend the next two or three years running there.

Like let’s hire that person and bring him in for a day, or for two days or whatever it is. Let’s get the information out of their brain, implement it into our company, and run with it and see how much faster that we can make these huge leaps and bounds in our company.

I think I’ve shared this story once on a podcast. It could have been two or three years ago. I have no idea now, so for those of you guys who are just getting into Marketing In Your Car, you should go back through and listen to all the old ones so you can find the story because it was really good.

But there was a guy when I first got started in this business. I remember I went to Armand’s Big Seminar, and I met this guy and he was telling me about all these different seminars and mastermind groups and all these things he was going to, and then when he was at the event he signed up and he signed up for like all these people’s back and packaged them.

Like “Dude, how do have so much money? Like I would love to do all these things, but I can’t afford, you know, 10-grand here, 20-grand here, 5-grand here, and I’m like how in the world did you do this?”

And he said, “Oh, well, I got a little list of people, and everyone on my list they want to learn this stuff.” And he said, “In my experience there’s two ways to get to the top.”

He said, “You can work your way in, or you can buy your way in. You know, I’m a big believer in just buying my way in.” He’s like “I don’t want to go and work for the next five years to try to learn what Armand knows and this guy knows and this guy knows.

He says I just want to buy my way in and buy myself into the top. And he said, “But I didn’t have any money for that, so I went to my little list and I kind of explained to them my concept and my process and how I like to buy my way in.”

And I told them, “Here’s the mastermind groups and events I’m going to go to. Obviously, you guys all can’t go, too, because it’s really, really expensive. But if everyone will throw in some money, I’ll then go attend all these and then bring back the information and share with you guys what I learned.”

Again, I can’t remember the numbers. It’s been like almost 12 years ago that I met this guy, but he told me, I believe, at that time, he said he had 14 people paying $10,000 for him to go join all these mastermind groups.

So he got $140,000 in cash and he went to join all these groups, learn as much as he could, and he came back to this group that paid him $10,000 each and just shared with them what he learned from all these other groups.

And I was like, first off, that’s brilliant. Second off, like that’s I think something that too much of us don’t do is, you know, again you can work your way in and spend years trying to get to a certain spot, or find who’s already there and just pay them to get you to that spot really, really quickly.

So I’m excited! Like I said, I had a great time with Tim and his company doing that and giving them two days of my life to hopefully help change the trajectory of their business.

I’m excited tomorrow to have Neil come, and hopefully, change the trajectory of our business and help us get the things done that we’re not doing that we want to be doing — and excited in the future to see who our next person we will hire, to kind of bring out and go through this experience and this process within.

It’s pretty cool and exciting, so for you guys think about that: It’s time to find who is where you want to be and pay them some money to get a compressed day with them and get there quick.

So hope that helps! That’s about it. It’s my wife’s birthday today. I’m heading home to take her out on a hot date and I’m excited. So that is what I am doing, and I am out of here.

I will talk to you guys all again another day.

Thanks everyone!

Is it possible to find a happy medium?

---Transcript---

Hey everyone! This is Russell Brunson, and I want to welcome you to the Marketing In You Car podcast.

Today, I’m not in my Ferrari because it’s freezing! But we’re here and we’re having some fun.

Hey guy and gals! So I appreciate you guys all being here today on the podcast and listening in. We have a very fun and exciting day today happening. It starts off, actually, yesterday. Well, maybe like even a month ago.

A month ago, for those of you who know me, I’m not like a very big video game guy. But I love like the old-school video games, and so I found this Nintendo controller, like one of the original ones, but it’s a USB based one.

So I bought it, and I really didn’t know what to do with it, and then last night with my kids I went and I found how to download an emulator, and I downloaded all of the original games that we used to play.

So I had “Mario 1, 2, 3.” We had “Double-Dribble,” “Contra,” “Milon’s Secret Castle,” “Legacy Of The Wizard,” anyway all the fun games, and we started playing it last night, and I was up till forever playing it.

And it’s Daylight Savings, and so I was actually up even… I was up to like 2:00 or 3:00, technically. I think it was like 1:00 or 2:00 I went to bed, but it was like 2:00 or 3:00 in my brain because of Daylight Savings.

So anyway, that was fun and I’m excited to get back tonight. I have to get home from the office and keep playing. I got to beat some of my old games again. Oh, “Mike Tyson’s Punch Out,” I have that one too.

Anyway, so it’s been a lot of fun. But I want to talk to you guys about what I’ve been thinking about this whole weekend. Because I’m kind of having a big shift, and it goes against everything that I thought I believed about marketing, and I think that I just sold myself on it.

For those who have been following me for any amount of time, you know that I’m kind of like a hard-core like Dad Kennedy style, outbound marketer, right? We’re very aggressive with our emails and our banners and our direct mail and our — everything that we’re doing.

And it works! Okay, like we’ve been very successful with it, but I keep watching like all these newer type companies that are coming out, and watching their huge growth they’re having. And what’s interesting, as I watch what they’re doing, and it’s very… kind of the opposite of what I’m doing.

In fact, they all kind of call like, what I do and what we focus on, the “outbound marketing,” what they do “inbound marketing.” And I’ve seen infographic about like how outbound marketing, you’re like “spammers” and “the email marketers,” and, you know, all these guys.

And the inbound marketers, the ones who “create good content” and “people come and listen to them,” and bla, bla, bla, and while I don’t completely agree with them, there are some valid, really, really, really good things that I have been getting from them that I enjoy.

I think there’s a blend of the two that you can really find a happy medium, and I think that using, you know, they would call outbound marketing techniques — promote your inbound marketing — is really where the magic is if you can find that sweet spot.

And so, I’ve been looking for the last month or so, for those of you guys who know, we’ve been publishing the DotComSecrets Labs print newsletter for, man, for a long time!

I think it’s been seven years we’ve been publishing a print newsletter. In the last five or six months, it’s been the DotComSecrets Labs Newsletter, and people will have loved the Labs newsletter.

They’ve been going crazy for it. Anyone who gets their hands on it, it’s just like “this is the greatest thing I’ve ever seen.” And the problem is, though, it’s really a hard product to sell. It’s kind of like insurance, right? Like everybody needs insurance, but nobody really wants insurance.

Now if they get it, they’re grateful for it. It’s kind of like this: like we just really have a hard time getting mass appeal, and then about a month ago the girl that’s been doing our newsletter, she’s had her second baby and she just said, “Hey, I don’t have time now to keep dedicating to this.”

And so, I’m kind of at this crossroad, and what do we do? Do we find a new publisher? Do we just cancel it altogether, or what do we do? I kind of have this weekend, what I’m leaning towards, and I may not do it, so don’t hold me accountable to this if I don’t.

But I was like what if — like anyone who gets the newsletter in their hands and sees the split tests and the results and all this stuff, I get — it instantly makes them raving fans.

Mark Call said, “By far, it was the best Internet marketing product he’s ever purchased in his history online.” You know, everybody else that sees it, loves it. Like our Facebook reviews are just raving, from David Frey, from just everybody, right?

And so, I was like, “What if we just stopped selling that and just started giving it away? Like what if I made like a real blog, like people do in the blogging world, and I just every day blogged split test results? It showed cool thing, after cool thing, after cool, after cool thing?”

I’m always just like have a kind of fear. I’m like, “Well, why should I actually give all this stuff away? Like people will pay for it.” But I’m like, what if I did, though? If I give that away, it would create these raving fans who then come back and purchase everything else we have.

That’s been kind of my thought process over the weekend. I’ve got to talk to my guys and see what they think about it. They may think I’m crazy.

But I really think that, you know, one of the big shifts in my business over the last month or so is, bringing in all the social media and bringing in all these things that we haven’t been doing.

And I think that the reason why it’s so powerful is because, first off, it makes you relevant. Second off, it’s really rebuilding our platform.

You know, like I said, we’ve been building our platform for the last 10 years, but the platform shifted. And I’ve got to be honest: I’ve been slower to change over than I probably should have been.

So these are all the things that we’re trying to do to really rebuild our platform from the social media standpoint, and just doing cool stuff to get everybody raving fans where they just spend more time with us, and, in return, hopefully, spend some more money with us.

So that’s the kind of the game plot. I don’t know. We’re excited, and anyway I appreciate you guys listening. I just got to the office. I’ve got a fun-filled day of stuff I’m going to be doing. I’m fired up, excited. I found this company that does infographics.

You know, I’ve got tons of processes that we teach in our company, and I was like whiteboarding out. But I was like wouldn’t that be cool if we have an infographic for each one of them? So like the DotComSecrets X process, we take someone through it. You make an infographic of that.

Our DotComSecrets Local, our Micro-Continuity, our Underachiever, like making infographics of each of these different topics. The people can print them out. You know, put them on the wall, whatever. Pass them around.

Anyway, I’m excited about that too. I’m going to be having them do a DotComSecrets X infographic today, so I’m fired up! I’m excited for today. It’s going to be good.

I hope you guys are excited as well. If you’re liking this podcast, please go to iTunes and let me know. I love reading the reviews. It gets me excited, and other than that, you guys, I will talk to you all again very, very soon.

Thanks, you guys, and this is Russell signing off.

Now that we’re a legitimate company, this is the actual process.

On today’s episode Russell talks about how stuff used to get done so fast and he would make fun of big corporations that moved slow. He also discusses a few things that are going live today.

Here are a few fun things you’ll hear on this episode:

• Why Russell used to be able to get things live faster, and why that’s not possible anymore.
• How other software companies work, and why Clickfunnels has to work the same way.
• And find out what new things are going live today.

So listen below to hear how things have changed to make fixes slower, but why it’s better in the long run and see what’s new for Clickfunnels today.

---Transcript---

Good morning everybody, this is Russell Brunson and welcome to Marketing In Your Car. Hey guys and gals and everybody else who’s hanging out with us today. It’s a rainy day in Boise Idaho, but guess what today, we have stuff going live, so I am excited and pumped up.

I want to tell you a story about my life pre-Clickfunnels. Pre-Clickfunnels we would, even not just pre-Clickfunnels, even like, the first year of Clickfunnels, we would have an idea, we’d do it, and then it would go live and it was amazing. Stuff would just get done so so fast. I used to totally make fun of corporate companies, for example ClickBank, we’re really good friends with those guys, but we needed some tech stuff done and we’re like, “hey you need to do this.” And they’re like “Okay we’ll do that in Q 3 of 2092.” It would be like on their desk schedules so far out that nothing could get done. It was just so much it was ridiculous. We could never get anything done. I was like, I’m so grateful we can move fast and be nimble and things like that.

At least we used to be able to. We used to could. Now we struggle. So what happened is, as Clickfunnels started growing both from a members standpoint and also from a code standpoint, what would happen is, we would have an idea and be like, “hey let’s change this really quick.” So Todd or Dylan would go and edit something and push it live and we’re like “Sweet that feature is done, everyone is going to be happy and we’re so excited.” But we didn’t know that by doing this thing over here, it would go and affect something out way over here. It’s like the butterfly effect.

The butterfly flaps it’s wings in the San Francisco and it goes and causes a Tsunami across the ocean in Hong Kong or whatever. That’s what would happen. We’d fix something and something else huge over here would break. We’d fix that thing over here, then three other things over here….It was just this weird thing. And I’m not a code guy so I don’t know exactly how it all works, I just know that it was frustrating. Our users got frustrated. I’m sure you guys remember this in the early days of Clickfunnels. You guys are like, “ Hey we need this thing fixed.” So we’d fix it and then something else would break. You’re like, “This has always worked. Why has it stopped working?” and we’re like, “Because we fixed this, it caused this.” It was really frustrating.

Fast forward now a couple of months we found an amazing developer and now partner who came in and basically said, “Hey, this is the way that legitimate software companies are run.” And we’re like, “Cool we didn’t even know any of that.”  So build out so that basically around every… you know we spent the last 6, 8 months or so, and we’re actually hiring a team now to help increase this. But going back through all the code they’ve ever written and writing tests around this code, which is super supposedly really monotonous and boring. And it’s slowed our progression down dramatically because it’s no longer we can just keep doing new things and fixing bugs and moving stuff forward. Every line of code we write they write tests around it. And the way that works is there’s all these tests around all this code, this is my limited understanding, I’m not someone who really gets it, but supposedly that way when we do a new bug fix or add a feature or whatever, we add the feature and click a button and it goes and tests what does doing this line of code, how does that effect everything else in the system. It’ll go and it’ll run against all these tests. And we’re like, “Sweet, this line of code didn’t break anything else, push it live.” Or “Hey, if we do push this live these two things will break.” So we gotta go figure out how to do this so it doesn’t break those things.

So because of that, we’ve had to slow down our process to be able to get all these tests in place. and now when we roll any new code, same thing it’s slower because we got to put all these tests in place and we got to test it. But what it does long term, is it gives you guys, the users, the ability where every time we fix or add something cool it doesn’t break ten other things!

So this has been in place for the last 8 months or so. So on my side it’s frustrating because it’s like, I want things to get done so much faster, and it’s just a slower process now. But it’s how legitimate software companies do it so that when we decide to add new fonts, the entire editor doesn’t break or whatever. So it’s a good thing, it just slows things down.

So that’s been my frustration and I know that some users who are like, “We want things faster.”  We’re like, “We’re trying as hard as we can, but you don’t understand what we’ve built, it’s huge, it’s insane.” So the reason why I’m excited about today, is today we’ve got a bunch of amazing things going live, which I’m excited for. Things I’ve been begging for and waiting for. Especially things…..(sneezing), Whoa! Excuse me, there is a sneeze, proving once again that we don’t edit these podcasts. You’re getting it as live and as real as possible. Whoa that was a big one. I can barely see right now.

Anyway, so today I’m excited because a bunch of stuff I’ve been waiting for regarding the affiliate program and tracking ideas and things like that are going live. As well as hopefully the new sales letter, as well as the 21 Day Ignite Your Funnel program, and a bunch of other cool things we have in place. To hopefully get more people excited for Clickfunnels, get people to stick longer, reactive old members and then make our affiliate programs way more amazing. You can do tracking ID’s you can search by tracking ID’s. you can see commissions. Not only for Clickfunnels but we’re basically moving all of the Russell Brunson Dotcom Secrets brand products into Clickfunnels over the next 30 days. So if you promote my book, we’ll we push people to Clickfunnels you’ll be paid a commission. You promote The Perfect Webinar Script you get commission on Clickfunnels. If you promote anything, it’ll all be going back and be Clickfunnels. Anyway a lot of work has been going on behind the scenes to make this happen and now it’s pretty much happening, which is exciting.

So that’s what’s happening today. I’m excited. So hopefully you’ll see some new stuff from me and Clickfunnels. From everything happening for the next couple of days, actually couple of weeks. We have a bunch of big editor updates going live before the event and just even more amazingness happening. So that’s what’s happening, I’m at the office. I’m going to go in there and play. I’m excited to show you guys the new stuff that’s coming out. In future podcasts, I’ll explain some of what we’re doing with the 21 Day Ignite Your Funnel program to increase your retention and stick the desire of members as well as a bunch of other stuff. Anyway, fun things happening here at the labs, and I’ll be sharing with you guys here on the Marketing In Your Car podcast.

Hear Russell’s story about their drive in the Ferrari from Las Vegas back home to Boise.

---Transcript---

Hey, everyone, this is Russell Brunson and I want to welcome you to a very special episode of the Marketing in Your Car Podcast. Today I am driving in my brand new Ferrari.

Well, it’s not brand new, but it’s brand new to me. I don’t know if you can hear that. Can you hear that? That is the engine. It is very loud.

Anyway, I wanted to tell you guys the story of the Ferrari, because we’re having a lot of fun. Give me one second and we’ll get started.

This will be less content and more entertainment; because I thought it was a fun weekend. We won this Ferrari in the Pure Leverage contest, which was pretty cool.

I’m driving and everyone is staring at me. It’s kind of fun. At the event, they called us onstage at the last day and said, “We’re taking a break. You can take a break if you want to, but we’re going to go down and give Russell a Ferrari.”

They took me and my wife outside and we had about 250 people following us down the hall, out into the lobby, out in front of the hotel. Then Joel who gave us the Ferrari pulled it up next to everybody, revved the engine.

Then we got in and literally our car got surrounded by 250 people, all with cameras and iPads and iPhones. It felt like paparazzi, like I was someone famous or something like that.

Then we got in the car and took off and sped around the corner just to kind of hide. When we got around the corner, it was just this dead-end parking lot, but they told us to wait until the crowd came back in. We sat there just waiting for the crowd to come back in.

When we got back, sure enough, there were some lingerers who came over and ambushed us and wanted pictures. It was kind of crazy. That was what we did that night. Then we took it to the valet and they parked it.

The next day we decided we were going to drive home, all the way from Las Vegas to Boise in it. We came back to the valet and they brought the car back to us.

It was funny because this sweet car pulls up and everybody is waiting to see who it’s for, and it’s my wife and I. I look like a little kid with my backpack, and we walk over, jump in and take off.

I’m not much of a car person, so I don’t really know how to drive a car like this. It’s kind of different. We’re driving away from Vegas and we need gas, so we pull into this gas station outside of Vegas.

As soon as we pull in, we get swarmed by people from in front, behind, all of them coming around taking pictures of the car and asking if they can look at the engine. I even had a guy ask me for money, which was really exciting.

It was kind of creepy though. We weren’t ready or used to that attention. After we filled up with gas, then all these people are swarming us. We were trying to start the car and leave.

The way you put it in reverse is weird. I was trying to put it in reverse to back up because there was a car in front of us filling up with gas and it wouldn’t go in reverse for anything I would try. I was like, “What in the world?”

Then another car pulls up behind us and we’re stuck here with all these people taking pictures, cars in front of us, cars in back of us and I can’t reverse the car. I start the car and then it dies. I’m like, “This is a nightmare.”

Finally, the car in front of us started pulling forward so we started the car again and took off. We were kind of at a truck stop, so we were stuck behind all these trucks. We got out the owner’s manual and spent 30 minutes reading and trying to figure out how to put the car in reverse, how to put the top back up and all these things.

We finally figured out how to learn it. We jumped on the freeway and started driving. Three times, people would speed up next to us and take pictures of us while we were driving. It was kind of crazy.

We brought a Go-Pro camera and mounted it to the front of the car, so we’ve filmed the entire drive home. On our way home, we were going through Utah. I grew up in Utah, so we stopped in St. George and saw my sister and her family and took them all on rides. Then we stopped and took all my cousins on a ride.

We ended up stopping eight times in two days and gave everyone rides in the car and everything. It was fun. It was a long drive, though. It took us pretty much two days to get home.

Then when we got home, it was raining in Boise, so we got home in the rain. Then we picked up my kids and took each of them, one at a time, for a ride. We found this little place behind our house where there are no cars, and I took it there and I just floored it.

We took off and my youngest kept saying, “Daddy, I want to go in the racecar.” That’s what we’ve been doing and it’s been a ton of fun.

Anyway, there’s not much content today. I just wanted to tell you guys a story about the Ferrari. It’s been a lot of fun. I’m at the office now and I’m having a guy come to detail it today. We’ll get it all detailed up and I’ll have a nice car to drive around town, so that will be fun.

Anyway, that’s about it. I hope you have a great day today. This contest was interesting. Even though everyone was competing for it, there were a lot of people who had no chance. Why should they even try to win a Ferrari? Why should they even try to win it?

I just say, for you guys, think about 10 years ago. 10 years ago I was in the exact same situation you guys are in. I was looking at these contests and I never had a shot to win them, but I tried. By trying, I learned different things. I learned that if I give bonuses, more people will buy.

If I do webinars, more people will buy. I tried to figure out different ways to sell stuff. To win the Ferrari I had to basically do a blend of most of those things. We gave away bonuses, we did webinars, we did teleseminars. We did all sorts of things to do this.

It’s taken me 10 years to get to a point where I can win a prize like this. For some of you guys, I would start now. Look for contests that are happening online in your market. I guarantee most markets have some kind of online contest happening. Go enter and try to win them and see what happens.

We had a chance in Vegas to hang out with my buddy Dave Gardner. Dave is an interesting guy. He came to Kenya with us last year. He won a prize that we were doing to take one of our students to Kenya. He won that.

I was reading this book he wrote, and he was talking about how he won that prize and he won three or four prizes. I’m like, “How do you win all these prizes?”

He said, “I just enter them and do my best.”

A lot of people don’t enter because they don’t think they can win, so they don’t, whereas someone like Dave tries a lot of them and he wins a lot of them.

I guess that’s my motivation for today: go out there and try. You never know what’s going to happen a year from now, five years from now, ten years from now. Heck, one of you guys might win this Ferrari when I give it away in a year or so. Who knows?

Thanks, you guys. I will talk to you all tomorrow.

A quick glimpse behind the scenes of what I’m really doing to build and launch my funnels.

On this episode Russell talks about being the contractor of your business and finding awesome people to do the work you need to get done. He also talks about failing and why you should expect to fail many times before you find something that works.

Here are some of the informative things you will hear in today’s episode:

• How Russell realized that his role in his company is similar to that of the contractor building his new office.
• Why on average it takes 12 failures before millionaires are successful and it’s not based on luck.
• And what the concept “You’re just one funnel away” really means.

So listen below to find out why finding good people and failing is actually really important in building a successful business.

---Transcript---

Hey everyone, this is Russell Brunson. Welcome back to Marketing In Your Car. Sorry, I just get excited. Anyway, it’s crazy here. We’ve had 5 snow days in a row, but today the kids finally, finally got to go back to school, which is nice. But everything is soaking wet. It’s been raining and flooding. Our house flooded. We have a lot of damage. So that’s kind of a nightmare.

But the good news is we just went to the new office and it’s getting close to done. We’re about two weeks away from moving into it, which is the most exciting thing in the world. And as we’re sitting here in the office, and I thought about it last night. Last night I finished, I finished! What? I finished the Expert Secrets book. At least this round of it. This is the most painful round of edits thought. It took a lot of time. I have one more round of edits after this, but it’ll go away faster.

So I’m pretty much, for all intents and purposes done with the Expert Secrets book, I’m so proud of it. The crazy thing is it’s almost, its within like 100 words of the Dotcom Secrets book, which is weird. That was not planned, but it’s kind of cool too.

So when I got done with that it was 1 in the morning, so I started looking at all the cool projects we have. We use Trello, some of you guys know. James Friel got us set up on Trello, so I was thinking of the projects. So I sat down and I’m like, “Who are all the people involved in getting this project done? What are all the talks?” So I sat down last night and just busted out a whole bunch of Trello cards. Assigning people, getting them doing what they’re supposed to be doing. All the pieces. Then it was done and I went to bed and passed out and it was awesome.

Anyway, I was thinking about that versus how some of you are running your business and I want to just liken this also to the new office. I’m in a new office and the contractor dude is there, and he’s kind of showing us everything and what’s interesting as I look at this, is that the contractor didn’t actually do anything really. If you think about it, right? He was sitting there and he got paid by me, I think, I don’t know how much contractors take, 10, 20, 30% or whatever, they get paid a bunch of money.

So we pay him and he’s like, “Cool.” So then he goes and is like, “Alright, we need a designer.” And hires a designer. And he’s like “Oh, we need someone to do this part.” And he hires someone. And all the contractor’s really good at doing is just knowing what are all the pieces that need to go into launching, or to completing and building, and then hopefully he’s put in time to find really good sub-contractors to do each of those pieces. And that’s it. And he gets paid the lion’s share of the project. And all he’s doing is he’s just figured out what are all the pieces that go into building an office, or house or whatever the project is. And then who are all the people I need to hire to do those pieces.

I was thinking about that, for me with our funnels and stuff, that’s all it is. Because I’ve done it so many times, I’ve done this now I think I’m on my thirteenth year or so of this business. Some people are funny, “How come all the things you do are successful.” The reason why is because I built up a really good team of people over the last 12 years. I look at myself almost like the contractor in my business. I know all the pieces that go into us successfully launching something. I don’t have to rethink that, I just know it. It’s second nature now because I’ve done it so many times.

There was a time and a season of my life where we were literally launching something at least once a month and if that once a month thing would fail, we would do one every single week until one didn’t fail because that’s how we had to pay payroll. It was a nightmare, but we launched things all the time. Because of that, I know the process. I know that to get something launched here all the things. I know everything inside of my head. And because I’ve been doing it so long, every single time I’m finding, initially it was me doing everything. But then I realized I’m not very good at design, so I hired a designer. Then I realized this and I hired…..I probably hired a hundred designers in the last 12 years. Now I know 3 or 4 that I really liked and I now I just work with those 3 or 4 people.

I probably hired a hundred website builders. I hired a hundred programmers, probably a thousand programmers. I’ve done all these things over the years, and from that I’ve got my hands full of 4 or 5 favorites. So when I know I have a project done, I know Rob’s going to do this, so and so’s going to do this, boom, boom, boom. I task the whole thing out and everyone starts working on it. And what’s cool for me, as the contractor, this isn’t true in all cases, but in the building, the people can’t frame the building until the person is finished doing the foundation. There’s things that have to go in order.

With what we do in our business, most people can do their thing independent of everyone else. The video guy can do videos independent of everyone else. The designers can do that. The copywriters, everyone do the thing indepently. The goal is getting everyone to start on all the pieces as soon as humanly possible. Everyone is doing the pieces and they start coming in and then the last step, which for me as a person is my favorite part, so I do it now. But I could have outsourced the part. For me it’s like, here’s all the pieces now, these are all the things I needed to get this funnel done, now I just need to plug them all in. Because of Clickfunnels, I just plug them in. And obviously I work with Steven Larsen on my team.

We plug all the pieces in and it’s ready to launch. But if you look at all the projects I have, what’s interesting is I’ve got the next probably 10 funnels completely done. Front end project is done, everything is done. I just have to, all the assets are sitting in Trello boards finished just waiting for me to say, “Okay, I’m ready to launch this one.” Then I login, spend a day and plug all the pieces in and boom it’s ready to go.

In fact, yesterday we were working on the Funnel University Newsletter, if you’re not a member of Funnel University yet, by the way, you’re insane. Go to funnelu.com. Anyway, we were…. I got a……are you kidding me? Road closure. Dangit. There’s some huge pot holes up here. Okay, so now I’m on a road closure and I’m going through a neighborhood and I have no idea. Dang, I’m really bad at these kind of things. I’m so bad at directions. I’m just going to follow the headlights in front of me and pray they’re going the same direction I’m going.

Anyway, where did I leave off? So yesterday we were doing January’s Funnel University Newsletter and in the newsletter I was showing the Marketing In Your Car funnel, which we reacently launched and you have all seen. The strategy behind it, the marketing in your car funnel was a couple of reasons. One was to get you guys all indoctrinated listening to Marketinginyourcar.com every single day. That was number one, number two is to get more subscribers. Number three, this was actually our core reason, is I’m trying to get people to join Funnel University. You probably saw that in the upsell sequence.

Yesterday in the newsletter I was showing how basically if you look at probably the next dozen funnels we roll out, they will be new, cool front ends to help build our cult-ture and get people excited about Clickfunnels. So different swag things, different cool things, but then the upsell sequence is all pushing, the upsell sequence is identical, it does not change. So I literally in 40 minutes, and I record the whole process, all the Funnel U. Members will be able to see it inside the new forum we’re setting up for you guys. I took the Marketing In Your Car funnel and cloned it.

I already had the video done, I already had the graphics. Everything was already done weeks ago, months ago actually. I just drag and drop, boom, boom, in 40 minutes the new funnel is ready to launch and it was done. It came because I knew, whatever, 6 months ago, that I wanted to do a project called Funnel Graffiti. I knew, in fact, it’s been almost a year, because we gave out funnel Graffiti at the last Funnel Hacking Live event, so it’s been a year. So then we filmed the video this summer.

But I tasked all this stuff out a long time ago, so it’s all sitting there done and as soon as I’m ready to launch it, it was done. So it took 45 minutes to launch this funnel because I had all these things done. So that’s the powers, if all of us as marketers start looking more at our business as we’re contractors as opposed to the actual sub-contractor working, and you can sub-contract out to yourself, especially the stuff you like to do, I’m guessing if you’re like me, you like building stuff in Clickfunnels, so sub-contract that out to you or a certified partner or whatever. But look at yourself more as a contractor, and become a master at understanding what are all the pieces that go into launching a funnel.

And the funny thing is that the only way to know all the pieces that go into launching a funnel, is by launching a funnel. In fact, I try to get this through people’s minds all the time. Because everyone thinks their first funnel is going to be a winner, right. So they create this funnel and go through all the pain and heartache and headache that go through making your first funnel. And there’s a lot. You have to figure out how to write copy, to edit pages, and images and videos and orders and products. There’s so much crap that goes into your first one and then it’s horrible.

And most of the time your first one will fail, you will not make any money. In fact, most of the time you will lose money. It’ll be a bucket of money with a hole in the bottom and the cash will be pouring out of it. But you have to be okay with that because the only way for you to learn every single step in the process, for you, is to do it once.

Always tell people that the first funnel, you’re going to spend so much time and effort, and it might fail. In fact, you’re probably going to fail but you gotta be okay with that. Because it’s not about you launching this funnel and making a bunch of money, its about you as a new contractor, a new funnel builder learning a new process, all the pieces that go into that. Because after you do it once you’re like, “Dang, well now I know I need this and this. I hired these people, this guy sucked and this one was awesome. I’m not going to hire him again, I’m going to hire a new person.” And you keep doing that over and over again and eventually after you launch three, four, five, ten, twenty, thirty funnels, whatever that is, you will have your dream team of people that are working with you. You will know exactly who to go to every single time.

And if you fast forward six months to a year from now, you’re going to be in the same situation I am. I don’t fail anymore because I know our team. I know what our market wants. I know who is going to do each piece of it, so I can quickly create something and just have it work really, really quickly. For you guys that’s the goal.

I had two interviews yesterday from people that were asking about the whole “You’re just one funnel away” concept, that’s the theme of this year’s Funnel Hacking Live event. And I wanted, during those interviews I explained, “Look, you’re just one funnel away, you don’t know which funnel that is. I wish I could show you guys the landscape of failed funnels that I’ve had in my 12 years in this business.” I’ve got more failed funnels that I could show you, than I guarantee most of you guys have ever even dreamt of attempting. But because of that, that’s how I built my team. How I figured out what didn’t work. I’ve mastered the process. All the pieces that go in there like the back of my hand. I don’t have to think anymore, it just happens.

So today, excuse me, last night I was like, “here’s the project, here are all the pieces.” I tasked them all out and now everyone’s working on them. I’m not sure when we’ll launch that project, but I do know that the second I’m ready for it, all the pieces will be there and I don’t have to think about it at that point. I’m digging my well before I’m thirsty. I’m getting all the things in place.

So think about that you guys. Again, this whole concept, “You’re one funnel away” Is so powerful. You don’t know which funnel it’s gonna be. You’ve gotta keep building, walking, trying, failing, moving forward. A really cool, I might have shared this with you guys before so forgive me if I have, but it’s worth repeating. Probably almost ten years ago now, maybe even more, I got this Jay Abraham course and I was listening to it. And one of the speakers was Brian Tracey. I had never heard Brian Tracey speak before and he was on stage, and it was just, I loved what he was saying.

I remember what he talked about; he said that one day he was watching this TV show with a bunch of millionaires. It was like a news talk show or whatever. There’s like twelve millionaires on stage and they were interviewing them and asking a bunch of questions. And the host asks a question, “How many times did you guys have to fail on average before you had success?” and they didn’t know off the top of their heads, so they cut to commercial. During the commercial break they did all the math and figured it out. They came back, and this panel of people, they said that they figured on average, they’d each failed about 12 times before they had success.

Brian Tracey said something interesting, he said, “Do you think that they just tried something and failed, tried something and failed. And on average the 12^th time they got lucky and it finally worked? Or do you think that the first time they did it, they didn’t have the resources or the connections, or people, or idea or whatever, but they did it and it failed. The second one, they did it and it failed. The third, they did it and it failed. Each time they failed they learned something. And they figured something out and literally by the 12^th time, they had failed every way possible.” By the 12^th time they knew how this process worked and there was no way they can fail at that point.

It’s like Thomas Edison, he said when he, every time he failed the light bulb, he was like I figured out a new way to not build a light bulb. He had a thousand ways he tried and didn’t work, but he didn’t look at those as failures. That way didn’t work, that way didn’t work. Cool, this way it worked. We gotta look at things that way as well, you guys. So many of us are getting into this like, ”I want a million dollar webinar.” And I’m like, dude that’s awesome, but you gotta put in the work man. Let me tell you how many decades of effort. I guess just one. But I mean, for me to be able to do what I do now, we can do a webinar and make half a million bucks, it didn’t just come magically. It came on the back of ten years of failing and failing and trying and failing and building a team, and learning and growing and learning and growing and coming to that.

Obviously, we’ve tried to give you guys a lot of short cuts. Perfect Webinar is a short cut. Clickfunnels is a short cut. Honestly, Facebook’s a short cut. Facebook’s the greatest gift to marketers right now, in the world. And I don’t think it will be here forever, but it’s here now and it’s amazing. All these short cuts, so hopefully you guys don’t have to spend ten years, but do know you are going to have to spend some time. And do know you are going to fail, but if you keep it in your mind that you’re just one funnel away….I don’t know if that funnel is today, tomorrow, a month from now, six months from now, but if you have that in your mind knowing with absolute certainty that one of these funnels is going to be the one, it’s going to be the freedom maker for you. You have absolute certainty of it, you keep building, moving forward, pushing, I promise you will hit that. But you have to have absolute certainty that it’s going to happen.

One of the interviews yesterday, someone asked me, “What was the “why” behind what got you into this thing and why you push yourself so hard?” I said, “When I got started, I was watching these people online who were having success. Back then in was Armand Morin, Alex Mandossian, Marlin Sanders, my mentors. Mark Joyner. All I know is I looked at these guys and I believed them. I believed that what they were doing was making them money and because I saw them doing it, I had 100% absolute certainty that it worked and that I could make it work. I didn’t know how, but I was positive that I could and it would. Because of that I didn’t stop. Because I had perfect that it was going to work, so I just started running and running and running.”

I think a lot of problems that some of us have is that we don’t have faith. “I think this can work. I think this can work for me.” And because of that you try and dabble and try and dabble and doing quite go all in, but if you know with absolute certainty that there’s no way this is going to fail, it’s going to take you a bunch of times, but you know that’s it’s gonna work. It’ll push you through the hard nights, the failures, the funnel flops. But it’ll be worth it. I promise you guys it’s worth it. It’s not only worth it for you and your family, because the money that comes from it is amazing, but it’s worth it for the people you are serving with the products and service you are creating.

You will touch their lives in a way that doesn’t make sense to you now, but when you see it and you see the fruits of that, it’s pretty amazing. So I want to leave that with you guys today. I hope that helps. I’m at the office now. I’m going from the new amazing office to the old crappy office. In the old crappy office two more weeks or so, then we’re out of here.

Appreciate you all, thanks so much for listening. If you enjoyed this podcast, or any of them, please go to iTunes and rate and review us, I’d appreciate that. Please become an affiliate for Marketing In Your Car, free MP3 player, let people know about it because that’d be cool. Thanks you guys. Appreciate you all, have an awesome day. Bye everybody.

I would share his exact quote, but he dropped 3 F-bombs…

On this special late night episode Russell talks about some cool things that happened to him today including helping Ryan at Hardcore Closer who did his first webinar and made his entire investment back. He also mentions the book he’s writing called The Three Funnels.

Here are 3 other cool things to listen for in this episode:

• What things helped Russell have a good and exciting day.
• How Rich Schefren helped Russell with webinars and basically saved his business and life.
• And how Russell has been able to repay Rich for the things he has done.

So listen below to hear why Russell had such an amazing day.

---Transcript---

Hey everyone, this is Russell Brunson and welcome to a Late Night Marketing Your Car. Hey guys and gals, and everybody else hanging out with us today, hope you’re having an amazing time. It’s been a little while since I’ve been doing podcasts and Marketing In Your Car because things have been so crazy busy. I’m stuck in traffic right now heading home, which my house is like 5 minutes from my office, but the traffic is still here so I thought we should hang out and just talk about some cool stuff. Because I really had a good day today for a couple of different reasons, and I just through it would be fun to talk about it with you guys. Hope you don’t mind.

One exciting thing is Ryan over at Hardcore Closer, he joined our inner circle program a little while ago. Which as you know, is not a small investment. He paid $25,000 to get in, and he was nervous, and all these things. I kind of showed him the business model I thought he should be doing. He went and executed on it, and he’s just a doer, he ran with it and did his first webinar today. I got a Vox, and I would show it to all you guys or let you listen to it because it was really exciting, but he dropped the f-word 4 times in about 3 seconds, so I’m not going to forward it because I don’t want to hurt anyone’s ears.

He basically said, “Russell, I did my first webinar.” He said, “$20,000. I made my money back in the very first effin webinar. I effin love you.” Something, something, something. It was awesome. That makes your day when some dude invests $25,000 and within in 2 weeks before the first meeting even happens, he get his money back. Now he’s got 364 days now of coaching for free, and we’re just going to keep growing it and blowing it up. I’m super proud and excited. That was fun to hear. It was awesome. That was cool.

What else? What else? Oh, so I’ve been writing this new front end book. Not a book. I’m calling it a book, but it’s not. Maybe it’s a report, or a manifesto, or somewhere in between. I’m trying to relaunch our continuity program and I wanted to make a really good offering. I want something really unique and exciting, and so I’m writing this book called The Three Funnels. I think I might have mention this to you guys before, but basically in our business three funnels make about 85 to 90% of all of our income. Instead of teaching all the flashy flare, let’s talk about the fundamentals, and that’s what this book was about. Here’s the fundamentals. I didn’t go into to amazing details. It’s really exciting all the cool stuff I pulled out, like here’s our funnels, here’s our stats on every single page. Here’s what you should be looking at. Here’s this. Here’s that.

Anyway from our three core funnels, which are Tripwire, Webinar, and High Ticket Funnel. I’m really proud of that, and I finished it today. It’s been this project that’s been annoying me. You know how you have the projects that in your mind there’s so much pain associated with it and you don’t want to do them? That’s how this has been. There was so much pain. I have all these other things I need to get done, but this one I had to get done because it has to be done, and then I have Brittanie, who does the all the design and publishing, she needs it, and then we got to get it printed, and then shipped all within like the next week and a half, two weeks. It’s like I had to get it done, so the last like three days I’ve been locked down, and I finished it today. I know you guys probably felt that where you finished a book or finished something, and it’s just like relief, just gone. It’s over and you can now move on to other stuff. That was exciting.

Also, one of my friends, Rich Schefren, some of you guys may know him, he actually helped me out a lot a couple years ago. If you are a Marketing In Your Car fan, you know all of my ups and downs. I’m pretty honest with you guys. We had built up this big company, 100 employees, and then the whole thing crashed around me. I think one of the earlier podcasts I told that story, and maybe I’ll tell it again someday for the newbies. Anyway, it was a horrible experience and a lot of pain and suffering on my side, and fear, and everything. I didn’t know what I was going to do when I grew up, and I still had people working for me I was trying to support, and all these things. I’m trying to figure out, “What should I do?”

At the time I was like, “Who’s really having success right now in this new economy and with the things that changed and all the new things?” I was looking around and one of the people that was crushing it right then in that moment was Rich Schefren and he was doing it through automated webinars. I didn’t have one yet. I didn’t even know how to do one. I called him and I was like, “Hey man, can I fly out and just pick your brain for a day?” He said, “Yes.” I’m so grateful for that. I flew out there and he gave me a day of his time for free and it was awesome.

I went back afterwards, we launched a webinar that literally saved my business, probably saved my life in some ways. Paid off all of our debts, paid off the tax, the government, and a whole bunch of other just scary things, and it was awesome. I always feel like I’ve owed him for that. The initial deal was if we promote his webinar he’d do that, and we did do that. I felt more than that because it was big for me. One of the few people at that time who really helped me make a big shift that I needed, and so I’m just always grateful for him.

Anyway, he’s been kind of going through a shift in his business and business models trying to figure out … He’s got kind of this new stuff he wants to sell and trying to figure out the right process to sell them, and he’s been struggling. I saw him in London actually, and he spoke, and he didn’t sell very well. I feel like some of the things that I’ve learned over the last few years, especially through the Perfect Webinar … For those of you who have gone through the Perfect Webinar training, I felt like I knew, and I might be wrong, but I felt like I knew what was wrong with is presentation, and his pitch, and his offer, and stuff like that.

We spent an hour on the phone today and really pulled as much as I could out of his brain and I figured … Because Rich’s stuff is always amazing. He’s so smart it doesn’t make sense to average humans sometimes, right? That’s the hard part. It’s trying to figure out how do we make this simple so that everyone wants to buy it because the stuff’s amazing. The fulfillment always amazing stuff, but it’s like the selling, so he went through and walked and talked through everything. I asked a bunch of questions and I pulled out what I think was right, and we restructured the offer, the webinar, the pitch, and I’m really proud of it. I sent it all to him. I recorded a bunch of videos showing how I’d pitch it and I hope that it’s something that’s going to benefit him. It felt good to be able to kind of return the favor.

You know when you have someone that does something big for you and you don’t know how to repay that favor? Because it’s kind of like, how do you repay that? Right? I’m just happy that I got to be part of that today. Hopefully it will help. If not, that’s fine, but I felt like some of the gifts that God’s given me in the last few years I was able to kind of repay him and that felt good. All these good things are happening today, which is awesome.

Then we just booked, I think, our final speaker for the Funnel Hacking event. He’s got to sign the contract and then I can announce that too, but we got some amazing, amazing, crazy keynote speakers coming. Just all sorts of fun, awesome stuff’s happening. As you can probably tell I’m excited. I’m excited because cool stuff we’re doing, cool stuff our students are doing, cool things we’re doing with our partners, and just everything’s good.

I’m having a good day, and I’m heading home, and it’s going to be awesome. Hope you guys are all having a good time. Sometimes on this show we share my ups and my downs, and everything. I just wanted to share with you guys an up because I’m happy and I hope that you guys are as well. If you’re not, I was looking at the things that made me happy today. One was obviously the book, which was the me project. Which kind of is, but it’s also something I’m trying to create to serve. The other two were all things we’re doing for other people, and so … Anyway, if you’re struggling, you’re not happy or whatever, I think I heard Tony Robbins say this, but start serving someone else around you and you can’t help but make things better.

Anyway, that’s it guys. I’m almost home. I’m go inside see my kids, have a good time. I appreciate you all listening and caring enough to tune into the podcast. Make sure you guys are coming to Funnel Hacking Live. It’s going to be amazing. We’re about to announce all the lineup and I know tickets will sell fast, so do not delay. With that said, we love you guys. We appreciate you guys, and we are excited to keep serving you. Like I said before, you are an audience worth serving and just grateful to be in a spot and have an opportunity to be where I’m at to help you guys. Thanks again, and we’ll talk soon.

What I learned this weekend while playing both Mom and Dad.

On today’s episode Russell talks about the difference between masculine and feminine energy. He shares what he learned from Tony Robbins about what causes all relationships to fail.

Here are some interesting things in this episode:

• What the difference between masculine and feminine energies are.
• How a woman can cause a man to lose his masculinity, which cause the deterioration of the relationship.
• And what Russell is doing to combat his constant need to produce instead of just being present with his family.

So listen below to find out how learning about masculine energy versus feminine energy helped save Russell’s marriage.

---Transcript---

Hey everybody, good morning. This is Russell once again, you probably know that at this point. But welcome to Marketing In Your Car, I hope it’s been good. It is officially spring break here in Boise, which means the weather is nice, the kids are out of school, we’re wearing shorts. The last time the kids were out of school we had our two weeks of snow days, like two months ago. So it’s nice to be on the other side. It’s been so fun, we had a chance to go swimming with them, and playing and movies.

What I want to talk to you guys about is my struggle. I’m curious, my guess is if you’re an entrepreneur, you might have this struggle as well. It’s really hard to just be. I don’t know if that makes sense or not. Just to be present in one spot and I’m thinking a lot about this over the last day or two. My wife was at the Tony Robbins event last week, so I was, we had four days of Inner Circle, she left during the fourth day. After that, we have a helper who helps Thursday and Friday and Saturday and Sunday was all me and the kids, and I loved it.

But it’s hard. I mean it’s hard work, yes. It makes you love and respect and appreciate your wife a million times more, when you get to be the mom and the dad. But more so than that, I think it’s just different. Because I work really, really, really hard, probably too much. If you ask any of my people in my world, but I love it.
I think it’s, there’s two types of work. There’s directional and then there’s circular….I don’t know if that makes sense. I’ve been kind of geeking out a lot lately on masculine and feminine energy and things like that as well. In fact, if you go to Tony Robbins Date with Destiny, he has a whole day on relationships, it’s fascinating. Basically, it’s funny, no matter what problems you’re having in your relationship, if you go to regular counseling they try to fix the symptom of it.

They’re like, “you need to talk better.” Or whatever those things are right? That’s what they’re touching on. The foundational breakdown of every relationship is actually the loss of the polarity between masculine and feminine. So Tony’s whole thing is don’t fix the symptom, come back to the issue. What happens is men start becoming women and women start becoming men. As soon as the polarity for masculine and feminine dies, the whole relationship falls apart.

It’s really fascinating. That’s why in every relationship that’s successful there’s a masculine and a feminine. Sometimes it’s the females’ more masculine, sometimes the male is more feminine. It’s interesting, if you look at it. It’s such a not marketing topic, but it still gets me excited.

If you look at, I’ve got friends who the man is more feminine and their wives are more masculine. Almost always there’s this thing where the polarity between the two has to match, and that what causes connection. So Tony’s whole thing is you fix that, you fix some of the masculine and feminine, because what happens….alright, we’re going to go on a longer tangent I think, because I’m getting excited.

So what happens in a relationship is you get married and there’s a masculine and a feminine, and again, I don’t even care. I’m not going to get political or non political, but in all relationships. From… I don’t even know the politically correct way to say it. I’m not going to go into that part. We’ll leave that there for your imagination. Any relationship, masculine and feminine.

Let’s say you get married and at first the man’s very manly, and the woman is very womanly, and everything goes good. And then what happens, if you look at how masculine energy works, and how feminine energy works, the way that feminine energy causes change is through criticize, so women will criticize them to try to get them to change, it’s just kind of a thing that happens. Believe it or not, it just happens to be that.

What happens at first, the first year or two, or five, or seven years of marriage, the man has the masculine energy and that doesn’t bother him and they’re fine, but after a while it breaks down the masculine energy and the sudden as soon as the man stops, the criticism keeps happening and then all the sudden there’s a point where all the sudden it breaks men down and then they break from being masculine energy and absorbing those things to hurts their feelings and then all the sudden they switch to feminine energy.

And as soon as they do that, that’s the deterioration of the relationship. Everything bad happens after that. As soon as the man, the masculine becomes feminine, then women lose their attraction to the man and then the women end up becoming more masculine because they have to step up for the man. All this stuff happens and it all breaks apart. Tony’s whole thing is it shows you when a man becomes a man again, boom, instantly the masculine and feminine polarity comes back together and the magnetism happens there and all the other problems fall away. Really fascinating.

I learned that at a time when my wife and I were really struggling, and I realized at the time I had become very feminine. I still struggle with that part of my life, to be completely honest. When I’m at work, I’m very masculine and when I’m not sometimes I slip into my feminine, but any of the issues we have, it’s weird how I can tie it back to me switching into my feminine. Anyway, it’s really weird.

Why did I bring up this? Oh yeah, so as I’m thinking about masculine and feminine trying to understand. What is masculine? What is feminine? Really understanding those things, masculine energy is more moving towards something, there’s my goal. I need to go hunting and kill and go get that thing. Whereas feminine energy is more circular, if that makes sense.

I remember the first time I kind of got this, was with my wife 5 or 6 years ago. I was home with the kids on a long weekend and I was struggling with it all day long. Stressing out and she’s like, “What’s the matter?” I’m like, “I don’t know. We’re just sitting here playing games. The same game over and over again. Then we’re doing this, there’s no point to any of this. We’re just here.” And she told me, “That’s the point.”

When I got that, I was like, huh. I was able to stop trying to get somewhere and sit back, I don’t know if this goes against what I talked about earlier. It’s more the feminine energy being able to be, and be present and stuff like that. It’s fascinating. What’s interesting is as I was with my kids this weekend I was noticing my feelings. Why do I feel…..I’m having so much fun, but I feel things.

I think what I was feeling, as I was trying to identify it, I’m used to going, here’s the thing. Go hunting, kill, get that thing and come back. I’m running, and I’m so comfortable in that zone or that whatever, that I’m able to do that. But then when it’s just being, being present and just be with the kids, it’s really, really hard. Really hard for me. I don’t know if you guys feel that as well. It’s just not natural to me.

So this weekend was really kind of fun because I was trying to do that. I try to be present and try to be there. And it’s this insane mind game with my mind coming back to “No, go produce.” No, I need to be present. This is where I am. The back and forth between that was fascinating in my head. To watch my struggle constantly. So this week it’s spring break week. I’m trying to figure out how to get more balance in my life. I don’t know about you guys, but I think a lot of us struggle with that.

So I’ve been looking at that. Okay, how do I this week with my kids, how do I do that? How do I be present and also have a producing thing in me that I need to be able to do that thing? So today, for example, I woke up really early at 6 and I had a call with Tara, and I had a bunch of projects. I spent two hours and produced. And when it was done I unchecked, and I looked at my clock. Okay, right now it’s 7:30 or whatever. Til 10:30 I’m going to go and just be. There’s no point and that’s the point.

So I went out with the kids and I had a good time. We just hung out. It wasn’t stressful because I knew at 10:30 I was going to jump in the car and come and produce. So basically, this is where I’m at now. I’m driving to the office. Well, I’m at the office, in the parking lot waiting. But now I’m going to go produce. I’m trying to make it finite. So it’s not producing for forever. I’m going from now until I think 4:00, I have a dentist appointment. So I’m going to produce til 4:00, I have one big project to get done and when it’s done, the rest of the night I have to be done. I’m going to go home and me and some of the kids will watch some Lord of the Rings, and we’re just going to go and be present. Not produce, which is going to be hard.

But I did the same thing yesterday and it was really cool. Except for right before we started watching the movie, I had all this stress and things I was trying to figure out. I was like, I could create this thing while I’m watching a movie with the kids. And then I was just like, no I’m going to be present and I’ll worry about it tomorrow. As soon as I was able to turn that off and say okay, I’m not a producer right now, from this point to this point. I’m just going to be and that’s the whole point. I can do it.

And I did and it was awesome and I had such a good time with them. So anyway, I don’t know if this helps you at all, but in my mind it’s, at least the last two days have been really cool. I’m excited to test it out this whole week. I hope I can keep rolling with it, because it gave me so much more good times with my kids and my wife. And it wasn’t uncomfortable because I was segmenting that. So for me, like I said, I’m going to start chunking my days, this is my time to be a producer and this is my time to be, and be okay with that. And when I’m trying to just be present and be here I’m going to not try to produce. I’m going to forget about production and moving forward and going after a goal.

Because the goal is just to be there. Anyway, I hope that helps some of you guys. It’s helping me to overcome my entrepreneurial issues.  Anyway, hopefully one of you guys out there heard that and it helps you as well. So with that said, I’m going to go produce. I’m going to go hunt something, kill it, and bring it back home. I’m excited for it. It’s going to be exciting. Thanks so much for everything guys and I’ll talk to you soon.

PLEASE don’t be as stupid as me. This is your lifeline.

In today’s episode Russell talks about when he was a new entrepreneur and thought he didn’t have to pay taxes when you make money online and how his dad helped him not go to jail. You will also find out how his dad can help you with your online businesses.

Here are some interesting things you’ll hear in this episode:

• Why Russell thought he didn’t have to pay taxes and when he realized that maybe he needed to.
•  Why you need to have a business structure in place that will protect you from creditors and predators…
• And how you can get help with taxes, business structure and bookkeeping from Russell’s dad right now, before he triples his prices.

So listen below to see why you might need some of the services in your business that Russell’s dad provides.

---Transcript---

Hey everyone, this is Russell Brunson and welcome to Marketing in Your Car. Alright everybody, I hope things are going amazing. I’ve had an interesting last couple of days. I’m heading home right now to go work on the pinewood derby, which has been another part of my crazy couple of days. But it’s all been good.

Monday and Tuesday we had Anthony Diclementi came out Boise, Idaho and we were working on episode number one of Funnel Hacker TV, which the first funnel/business we are building and launching is for Biohackingsecrets.com, coming soon to a funnel near you. It’s kind of exciting. It’s been fun, we’re filming the process and story and everything like that. Also, while we were here, working on biohacking me, with some of the stuff I’m looking for.

Trying to get my energy to last longer throughout the day so when I get home at night, all my good energy isn’t wasted on work and I have a ton of energy left over for my kids and wife and everything like that. So that’s been really fun. And then we’re also working on helping me lose a little extra weight, so that I will be a little bit sexier by my…when is it, by summertime. So for those of you reading the transcript, I said that with a lot of sarcasm, that’s not really what I believe, but those listening can hear my voice.

Anyway, it’s been really fun. We did all sorts of crazy things. We were doing these breathing exercises in the mornings where you…anyway, it’s kind of cool. We do this huge hardcore, oxygenation thing where you’re breathing fast and heavy to the point of getting light headed until you’re about to pass out, and then you hold your breath. I held my breath for 2 minutes and 40 seconds. Is that insane? It doesn’t make any sense. But if you guys want to do that kind of stuff, it’s in the book and it’s coming out soon. It’s pretty exciting. We held our breath for 2 minutes and 40 seconds. And then when I was done I felt like a million bucks. It was crazy. So I did it yesterday and today, and I’m kind of addicted to that. Not going to lie. So that was cool, and then a whole bunch of ninja, weird things that you will see in episode number one, which is kind of cool. So that’s kind of some of the stuff I’m working on. And I hope you guys are all having fun without me.

What I wanted to talk to you guys about today is something that came to me….My car is like a million degrees. I’m sweating bad. So this is something that happened to me as a young entrepreneur and recently happened to a really close friend. So I want to warn and help all of you guys just in case it happens to you.

As a new online marketer I learned how to sell stuff, and people bought stuff and it was awesome. And then I took that money people bought things with and I took it and spent it on other cool stuff I wanted. And it worked really good, it was this perfect circle that worked for 2 years. Until one day, I was at my family reunion, and I was telling my dad, “Dad, I’m making money.” Because he was asking, “When are you going to get a job.” All those kind of things. “Dad, I’m actually making money online now. “ and I was showing him. And I was kind of showing him some of the stuff I was doing, the money I was making. “This campaign I made ten grand, this one over here I made 22 grand.” These little things, and he was excited. He was like, “Cool. How are you paying taxes?” And I was like, “No dad, the cool thing about this is it’s the internet. There’s no taxes. You don’t have to pay taxes.” Showing how naive I was. He looked to me, “Russell, you have to pay taxes.” And I was like, “No if you sell online you don’t.” I realized later that might be true with sales tax in some states, but it’s not true with income tax. I had lesson number one. Lesson number two was, “Who’s doing your books.” I was like, “I don’t know what that means. I read a lot of books, is that what you’re talking about?” He’s like, “No. Someone’s gotta be making sure that you’re making money, not losing money. All these things.” I was like, “ I don’t even know. This is all foreign to me dad.” And he’s like, “Let me help you because I don’t want you to go to jail.”

So he came and flew to Boise once a month for probably 3 or 4 months. And he tried to catch up my books, so he’s going through my Paypal account and going through my check register. If he asked me, my check register was horrible. I literally had a whole bunch of checks, and I’d write the check and give it somebody and I would write the date and the dollar amount in my register and that was it. I wouldn’t write who it was to or what it was for, or anything. I don’t even think I wrote the day, I just wrote the dollar amount on the stub thing. So he’s like, “I got a whole bunch of check numbers with dollar amounts but I have no idea what they are for.”  We had a whole Paypal account with thousands of transactions that we didn’t what they were for or anything.

It was 2 or 3 years worth of that stuff, so he came up once a month for two days at a time, trying to catch me up and get me to the point where I wasn’t going to be in big trouble if the government came and asked me what I was doing. We figured out how much money I actually owed the government, and we paid that. Then from that point forward, we were at a clean slate and we could actually move forward. That has been hugely important and successful in any kind of businesses. So that’s something that was really needed for me.

A little while after my dad came to one of my events and kind of told that story to our audience, and he talked about also business structuring. I wasn’t structured at all, so I was paying all these extra taxes, FICA and Medicare and a whole bunch of other things. And I had no protection, so if someone would have sued me because of ZipBrander or one of my initial, my early products. How to make a potato gun. If they would have sued me, I would have been in big trouble, whereas now we have protected ourselves. In fact, we’re working on a webinar right now with him called Creditors and Predators, it’s like how to structure your business to protect yourself from people who want your money. It can be the government, it can be lawyers, it could be a lot of things. And so that’s kind of the thing we’re working on.

But he came and talked about that with our group, and he offered to help set up people’s businesses, as well as do bookkeeping and stuff like that. So he built up a little small team of people to do bookkeeping. And he kind of does it now for internet entrepreneurs like me and like you. It’s not a huge business but he’s got….in fact, he at that one event spoke and signed up 8 or 9 people at that event, and then since then it’s all been word of mouth. A lot of you guys I know are using him just because of word of mouth, but he’s never once promoted or advertised since then. It’s been like probably 7 years. And it’s just been word of mouth among marketers like us.

Anyway, that’s kind of the back story. So what happened, fast forward now a little while later, one of my close friends who does some work for me. I was like, “Hey man, I need help with this thing.” He’s like, “I can’t, I’m stressing out about taxes.”  I’m like, “Why are you stressing about taxes?” he’s like, “I haven’t paid them in two years, trying to figure this out. I’m going to go to jail. I’m freaking out.” I’m like, “Okay man, I’ve been through this I know exactly what you’re going through. Here’s my dad’s email, email him and you’ll be saved.” And then he did, and within two or three weeks my dad’s team caught him up and got him to today. Got him covered for back taxes and now moving forward has been a clean slate. And my buddy is like, “Dude, the stress is at zero. I love your dad, thank you so much for that.” And it made me think, I’m betting a ton of you guys that are using Clickfunnels, that are on my podcast, that are just reading our stuff are probably in that situation.

Either one of two things. One is that you are behind on your books, or you’ve never kept books, or you’ve been selling stuff and hoping it never catches up to you. If that is you and you’re in that spot right now, I’m here to give you a life line. The second type of person is someone who maybe you started on a business you created, an LLC or something and you threw it up and hoping everything is right, but you have no idea if your structured right, you have no idea if your taxes are right, you have no idea with whatever. Which was also me. Or you’re structured but you’re not doing any entity layering, so you don’t have one company that holds your assets, and one that’s working in public, so if someone sued you, they can’t take away your websites and things like that. If you’re in either of those situations where you’d like to make your structuring better, more solid to protect yourself from creditors or predators, or you need to get caught up on taxes, or you’re paying too much for a bookkeeper that sucks. Any of those reasons are good reasons to contact my dad. He is insanely cheap. I keep telling him that he needs to raise his prices. He specializes in rich internet marketers yet he’s charging super discounted booking fees. Cheaper than you can get from a typical bookkeeper, which again I……

Anyway, you can never profit in your home town. I’m like, “Dad, first step one, you need to double your prices, and that should be the entry. Plus you need to charge people 10 grand to set up the entity.” All sorts of stuff. He also, he told me this too and this is insane. So for those of you guys, if he does the bookkeeping for you, a lot of times they do your taxes at the end of the year for free. It’s just insanely cheap and inexpensive, at least for today. It will not be for forever, because I am working on a webinar with him, which I mentioned earlier called Creditors and Predators. And he wants me to do the webinar which I’m excited for except for the fact that, if I’m going to do that two things have to happen. First off is  Zuckerburg has gotta get paid, and second off, I gotta get paid. Therefore I am more than doubling, probably 3x-ing the price so that Zuckerburg can get paid for Facebook ads, and I can get paid for me helping him to pitch his services. So that’s coming in the very near future.

And most of you guys will be on that webinar, and you will be amazed at what you are missing in your business, you will realize that your entity structure is wrong. You realize you’re over paying for bookkeeping. You realize that your back in back taxes, you’re paying too much in taxes, a bunch of things like that. And when you are sold in that webinar it will be too late, because at that point the prices will be normal. But for those of you guys who are Marketing in Your Car listeners, you’ve got a window here. My dad just finished tax season, and his people just finished everybody and he’s like, “We’ve got room for a few more people. Not a lot, maybe 5 or 10 people max to come in and we can get them all caught up and set up between now and when the webinar goes live.” So if that is you guys, and you are looking for any of those things, entity structuring, protections, lowering taxes, someone doing your bookkeeping, somebody to catch you up, somebody to look at your entrepreneurial business when you realize you’re selling stuff and that’s all that you’re doing and you want some help, I highly recommend my dad.

He saved me, he saved tons of other of my friends and colleagues in this business and he’s here to save you as well. So this is my gift to you guys for being Marketing In Your Car listeners. I get zero dollars and zero cents for recommending this, outside of the fact that when I go home for Thanksgiving dinner, my dad feeds me Thanksgiving dinner and that’s pretty sweet. So that’s payback for that and the fact that he pretty much supported me my whole life. So I get nothing out of this, it’s something that’s a service for you and it’s something that I think a lot of you guys are benefiting. I would say if you’re anywhere from the start up phase, to probably two or three million dollars in revenue, maybe up to 5 million, that sweet spot is about where most of the clients they’re working with now are, so that’s a good fit. You get above that, it might be smart to get somebody in house to run everything, that’s what we had to do as well. We had to get a full time CFO to manage everything for us because it’s gotten a little bit crazy over here.

But that is what I wanted to share with you guys today, so if you’re interested in that, just email my dad, his secret email address is ross@bookease.com. Yeah, if you go to the website, the websites not even done, it’s an old website because he was going to get setup, then he started getting referrals like crazy so he never finished it. So if you go to the site you will see an unfinished website. In fact, I need to make that a Clickfunnel page, so I will make that, add that to my to-do list for my dad.

Anyway that’s kind of what happening. So if you need help, you can go to my dad, tell him I sent you. Say, “I heard it on the podcast, I’m in.” and he will get you setup and figured out. That’s about it you guys. Other than that, don’t do what I did and think that you don’t have to pay taxes, because I really honestly thought that, which is kind of funny now. So that’s it you guys, I’m about headed home. Headed to the pinewood derby weigh ins. They weigh them the night before, which is kind of funny and then they lock down all the cars. So then the next night they have the weigh in’s that way nobody can go and through on a whole bunch of weight over night. It’s kind of funny. So that’s what we’re doing right now. It’s going to be really fun. So that’s what I got for you guys. Appreciate you all, have an amazing day and I’ll talk to you guys all again soon.

Here are a few of the things I’m doing over the next few weeks to prepare me for the new year.

On today’s episode Russell talks about some basic rules of thumb to use to feel much better and more energized. He also lays out his new years strategy and what he’ll be focusing on each day.

Here are some awesome things in this episode:

• Russell gives some interesting menu ideas to help you feel better and dominate the world.
• He goes over his strategy for the new year to be able to focus on different aspects of his business.
• And he also gives you some new ideas about different networks you can use to advertise other than Facebook.

So listen below to hear Russell’s strategy to be able to hit the new year running!

---Transcript---

Hey everyone, good morning. This is Russell and welcome to Marketing In Your Car. All right, all right, all right. As you can probably tell, I sound a little better today than I did yesterday. I wanted to send you guys that message from my death bed, so you could … Two reasons: One, I wanted to document it for myself, how crappy I felt. And number two, I wanted to make a point that most people are living like zombies and they don’t even know it. If you just change a couple little things, you feel so much better. Especially, when you’re trying to dominate and take over the world. You’ve got to feel good if you’re going to take over the world. If not, you’re kind of in trouble. The whole way around it’s not good.

I wanted to give you guys some practical advice today, because some of you guys aren’t going to want to change your diet and do a bunch of crazy things. Some of you guys don’t want to lose weight, you just want to feel amazing all day.

Here is the basic rule of thumb, if you just want to feel amazing so you can dominate everybody. Step one, first thing in the morning, do not eat any carbs or any protein. Your day needs to begin on fats. That’s it. Just fats. What that means is, if you are a coffee drinker I’d recommend googling, Bullet Proof Coffee, and learn how to make that. If you’re not a coffee drinker like me, you can make a variation of that. Basically, it’s high fats. What you’re looking for are: butter, MCT oil, and if you are going to eat a whole food its going to be avocado. That’s your morning domination.

I did a Periscope the other day called the avocado bomb, which if you missed it, go search avocado bomb on the blog or if you go to Marketingquickiesshow.com, you can see it there as well. Basically, it’s an avocado, you chop it in half, you pull out the seed, you throw some salt on it, where the pit came out you fill those full of MCT oil, and you eat that. That’s like an amazing breakfast. All you eat for breakfast are fats. That’s rule number one.

Rule number two, is the first time you introduce proteins into your diet is around lunchtime. Lunchtime you can have tons of vegetables, lots of oil again, fats are good, and then if you want to introduce some meat; that is where you introduce it is at lunch. Still, there are no carbs. The second you have carbs, you’re done. Your day’s just screwed at that point. You should just go to bed, because it’s pretty much over. We start introducing proteins at lunch if you want to.

Dinner time is where you have it more complete; where you have your fats, your proteins, and then you can introduce a carb at dinner. At that point, you are just going to go to bed anyways, so it doesn’t matter if you feel like crap. The carbs we’re introducing, though, are not going to be donuts and stuff like that. Usually, what I’m going to have is sweet potatoes or yams. If you go to Whole Foods or probably most stores, they have bagged, pre-chopped up sweet potatoes that are awesome. They taste like candy. Just taking those, basically, you’re eating your chicken, your broccoli, asparagus, whatever, and then some of those. That’s your dinner.

If you guys just did that alone, most of you would probably start losing weight; but you would definitely start dominating more, because you wouldn’t feel tired. First time you feel tired is after dinner; but because it’s yams and not donuts, it wouldn’t be a bad tired. It would be like, “I feel good. This gave me the glycogen boost.” I don’t know. The health guys are probably making fun of me, because I don’t really know what I’m talking about. I just know how I feel when I do it this way. That’s it. High fat. Leading with high fat in the morning. Introducing proteins at lunch. If you want carbs, then have them at dinner. If you just follow that alone, you’ll feel amazing. I feel great today.

The next day, all I did this morning was I drank some butter, and I feel great. I, almost, hate having lunch, because that’s when I start introducing some of the other stuff. I just like having just this. There’s my hint for those who are wondering how to quickly get out of a slump, and it’s amazing. Yesterday, I was feeling like crap, so about lunchtime I had my high fat thing, and it just flipped it all around. I felt better almost instantly afterwards. It’s amazing how much your body is craving, your brain needs the high fats. Avocados, MCT oil, and butter; that is the staple of your diet, if you want to feel amazing.

With that said, I’m headed to the office today. It’s a couple days before New Year’s, and my job is to get a bunch of stuff done so that when we hit January 1st, I can run really, really, really fast. A couple things, if you’ve been listening to the podcast, especially, over the last week or so; I did one sharing with you guys the business model for the year. That’s our business model. We’ve got two core businesses. One is DotComSecrets, which is the training side of our business. Then, ClickFunnels, which is the ClickFunnels side of the business.

In both of those businesses, we have a webinar that will be happening once a week. The other cool thing I was listening to Justin and Tara over at 8minutemillionaire.com, their podcast is the only podcast I really listen to right now. I really enjoy it, so you guys should go check theirs out if you’re not listening to it yet. They were talking about compartmentalizing, and how they structure their day. For them, Thursday is content day, and things like that. I really like that a lot. In fact, I’m going to go, and today one of my goals is to figure out my week. Where I know every Thursday is sales day. All I’m doing Thursday, I’m waking up, I have nothing else on the docket, except for selling. I’m going to be doing a webinar for DotComSecrets, and the webinar for ClickFunnels and that’s it. When those are done, I go home and I don’t do anything else.

Thursday is sales day. That’s all I’m allowed to do, and I’m going to figure out what the other days like, Monday, Tuesday, Wednesday are maybe Funnel days. I hope, those are my favorite days. Friday might be content day, where I’m building out the content for the next thing. That’s where I’m leaning towards. I’m going to be planning out my weekly schedule, and really start to focus on that this year, as well. I think, before, I’m kind of all over the place; where I’m doing this and I’m doing that and I’m everywhere. As opposed to, Friday is content day, therefore, what I have to do today is I’ve got to write three blog posts, ten emails on both companies, all the emails, record these two modules for this training, and blah, blah, blah. Whatever those things are, but it’s just content day and that whole day is only allowed to build content. I’m not allowed to build on Funnels. I’m not allowed to do anything else. Then, maybe Monday, Tuesday, Wednesday are Funnel days. Really, Monday would be advertising day. Tuesday, Wednesday are Funnel days. Thursday’s sales day. Friday content days. I don’t know. Something like that.

See how powerful that is, if you know that going into it. Most of us, our brains go to what we enjoy the most. To me, my favorite thing is building stuff. The problem of building stuff is, in and of itself, it doesn’t make you any money. Things that make you money are marketing and sales. The funnel is the thing in the middle that converts that, but I’ve got to be selling and I’ve got to be marketing. Monday might be my marketing day, where I’m sitting down with John for an hour, who does all of our ad stuff; Brent, who does our inbound stuff; Dave, who’s doing our partnership stuff; and having one hour each with those guys. Just planning, brainstorming, figuring out, moving the needle forward, so that day’s all focused on how to get new blood in. Tuesday, Wednesday focused on building cool stuff. Thursday sales. Friday content. I’m kind of liking that. Anyways, I’ll figure it out for sure.

I recommend for you guys is figure out some kind of schedule as well. If you don’t block out time for the necessities with stuff you have to do to make money; I promise you that all the stuff you want to do will creep in and drown the things that you really need to do. I know this from experience. When we were doing webinars consistently, we made way more money, and then I’m like, “Oh. Let’s do automated webinars.” Then, I started … When the focus is off of sales, everything drops, so trying to make it where we really have hard focuses like that. That’s my game plan, and I recommend you guys doing something similar, so when we hit January 1st, which is not far off, we can all run really, really, really quick. That is kind of what’s happening over here. I hope that gives you some ideas.

What else is awesome? I don’t want to leave you guys while I’ve got you here. So many fun things that we’re think about, doing, and talking about. A couple other things that we’re going to be doing this year that hopefully give you guys some ideas, as well. Everyone, I think, has become so reliant on Facebook ads. It’s become the crutch for almost everyone. It scares me for my own business, for your guy’s, and everybody’s. This year, I recommend trying to find out new sources for you.

A couple of things we’re doing; some of you know Success Magazine, we’re going to be buying some ads in Success Magazine. Plus, their online stuff, we’re going to be testing out a whole bunch of things there. Our dream clients are reading and subscribed there. That’s one big thing we’re going to be focusing on. Also, I’m excited for this. I’m not sure if you guys have ever been to advertising.com, but really cool advertising platform that we haven’t tested yet. I’m going to spend some time in January trying to learn that network. They’ve got really good customization, where we can target business owners, entrepreneurs, and things like that. You’ll see if you go to advertising.com; you see what it is and how it is. I haven’t used it yet, so I’m not sure. I’m going to be focusing a lot more on that and those types of things, just to diversify.

We’re also going to be focusing, and I’ll be sharing this with the inner circle in a couple weeks when they’re all up here; but focusing hard on building up conservative, Republican lists. I think over the next twelve months is going to be a chance, for those who take advantage of it, to build up million plus person email list and Facebook followings in the political arena. Just so you guys know on our side, we buy a lot of ads on political lists. If I can be the one who controls that political lists, that’s even better. Right? That’s one of the big focuses that we’ve got for this year, as well. Just some hints for some cool things that we’re doing on our side. That’s about it. All right guys. I’ve laid down some hints. Given you guys some ideas. Hopefully, gives you some fuel for today to think through some things.

Hopefully, change your diet a little bit, so you have a little more energy. A little more focus, so you can take over the world. With that said, I am pretty much at the office, you guys. I’m going to bounce. Have an amazing day. We will talk to you guys all again very, very soon. Bye.

How to become a better father, husband, and person.

On today’s episode Russell recaps his new morning routine and where it’s been successful and what the hard part is. He also talks about how direct response marketing not only makes your business more successful, but also can work for every aspect of your life.

Here are some cool stuff to listen for in this episode:

• What part of Russell’s new morning routine has been hard, and it’s not what you think.
• Why direct response marketing works to improve your business.
• And how you can use direct response marketing to help optimize and improve EVERY aspect of your life, not just business.

So listen below to find out how to use direct response marketing in other aspects of your life.

---Transcript---

Hey everybody, this is Russell Brunson and welcome to Marketing in Your Car. Hey everyone, I hope you are doing amazing. I am excited and happy as always, it’s not always but as often as possible. A lot of people have been messaging me asking me about how the early mornings have been going. First off, thank you now I know you’re listening. I had a couple people message me at 5 Mountain Time because they knew I would be awake, like, “Hey are you awake, are you in funnel time?” I love it.

So I’ve got a confession to make, I’ve not been perfect this week. Monday and Tuesday I did it. It was easy, it was fun. Wednesday I did not wake up, and Thursday which is today, I woke up. This is what I’ve found, a couple things. First off, the hardest part is not waking up early, the hardest part is going to bed on time. Is that crazy? You would think that that would be way easier because, I’m gonna go to bed, I’m tired anyway. But that is the hardest part.

So what happened, another interesting thing is, waking up in the morning, typically when I wake up early I’m going out to lift, so because of that your body kind of has this reaction where it freaks out and your brain has 3 or 4 things fighting against it, so there’s a lot of resistance, whereas waking up to get on the computer to do funnel time, I didn’t have any resistance, it’s kind of interesting, that part was really easy, but going to bed was hard. Initially I was going to try to go to bed at 9, but I realized my kids go to be at 9 or 9:30, so that didn’t work. So I tried to get to bed by 10, that’s my goal. First night did it, second night did it, the third night the kids went insane, which happens way more often than I’d like to admit. So they were crazy and then it was, what time was it? It was probably 10, probably about 10 when they went to bed when I was coming down trying to get things ready and checking things and cleaning up, all that kind of stuff. Pretty soon it was 10:45, I was oh man, it’s almost 11 and I was walking to the room, and I walked by my wife who was in the other room, and she just turned on Dancing With The Stars, and I was like, I’m just going to come in and watch one dance, one dance. Next thing I knew it was midnight and I’m like you know what, I’m not waking up tomorrow, so that was hard.

And then last night, because I love, I can’t tell you how much I love it though. I get so much done, I feel like no matter what else happens the rest of the day, it’s just a bonus. So I really like it, so I tried last night to get to bed. And my kids finally fell asleep. I was able to leave their room at about 9:30. I finally got to bed about 10:30, so it wasn’t too bad, and then I passed out and was up at 5. So I did it today, feeling good. So hopefully I can keep things moving through.

Anyway, what I wanted to talk to you guys about today has been on my mind. Usually when we do something, we just lump it as a success or failure. Our brain has two camps, this worked or it didn’t work. And I’ve learned with direct marketing that’s not how it works. In direct response marketing the cool thing is we’re able to see and track what happens at every point along the funnel, along the process. How much did we spend per click? How many clicks did we get? How many people saw our ads? What was the cost per view, per click? Then on the landing page, how much did we spend per opt-in? What conversion rates were? Landing page, sales page, emails, open rate, click through rate, up-sell rate, average cart buy all the little pieces. I didn’t get this for the first 7 or 8 years of my business until I started working close with Todd Dickerson on our team, who’s the genius who does all the split testing and those kind of things. And he got really good at looking at those numbers and figuring them out and showing us the stats. I realized, wow when you actually know all that stuff, two things. First off you know how much money you can spend to acquire customers. Second off you know what’s broken. It’s really easy to look at and be like, whoa, that’s not converting well. That should be higher, let’s tweak that and change it and start fixing all the things along the way. And hopefully if you guys have been following me for any amount of time, you’ve learned that we’ve talked a lot about that. The book Dotcom secrets, was a lot about that. So you learn the process is true there.

I also want to stress how it’s not just in marketing, it’s in all things. I was looking at this whole morning thing, by day three I was like, this sucks, doesn’t work. But then I was like, well it’s not that it didn’t work. Let me look at the process, what are the pieces that did and what are the pieces that didn’t. I’m looking at it, I’m looking at the bedtime is the hardest piece. That’s where my conversion rate sucks, I gotta figure out how to make that better. At the waking up part, hasn’t been hard so far, where some people that might be the hard part for you. Looking at the different things and trying to figure out where the bottle necks are and the low conversion rates are.  And then what to do to tweak that and make it better and more exciting and all those types of things.

So my next game that I’m going to play with my brain, is figuring out how I can get to bed and asleep by 10. What are the things I need to do? How do I motivate myself? What are the, you know I’m not sure what that is yet, but that’ll be my fun thing to figure out. How to increase my conversions on what time I go to bed for the next little while. So that’s kind of a one off example. But think about all aspects of your life. What are other things that are important to you? With your husband or your wife, or your spouse or your girlfriend or whatever? Look at the process. Was my day awesome? Yes or no? If it wasn’t, why, what happened? Here it was good, I did this part and it was really good. I did this part and it was good, but then boom, I screwed up here and then the whole thing went south. I said this stupid thing and the whole thing went south.

Start looking at that and being aware of it. Instead of being like, that day sucked, or that let’s say that you’re hanging out with your kids, you’ve got three hours playing with your kids, at first it’s really fun, but you get tired or bored or whatever the thing was. And you’re like, that wasn’t as good as I thought. Why? What was the reasoning? I look at me and it’s like, I’m always trying to figure out how do I optimize the experience with my kids each day? Because I work so hard, that I want to make sure that when I’m not working and I’m with them that my focus is there, my energy is there and I’m able to give them what I want. So I look at , some days are just awesome, sometimes I’m like, man I am a good dad. Other day’s I’m like, Man I am a horrible dad. Why?

For me, I look at it, when I am a good dad, it’s when I’m out jumping on the trampoline with them, I’m running with them, I’m doing stuff, I’m creating, when I’m engaged with them. The times when it’s horrible is the times when I’m looking at my phone, I’m checking things. I’m not engaged, whatever it is. OR I’m tired, my energy levels are low. They want to jump on the tramp and I’m like, I’m so tired and I’m find excuses and ways to not be an awesome dad. So looking at that, I’m like, why was this day awesome, why was this day different? This day what was the process I did? I had good energy. Did I take different supplements? Did I sleep more? Did I eat different? Was that before I ate or after I ate? What was all the little things along the way that made that experience amazing?

My kids, I found out, and I’ve really….this is one big reason when people ask why I’m trying to eat healthy and why I’m doing all these things, and it’s less for trying to look sexy, because you know, come on. Just kidding. I’m such a dork. The real reason honestly is I feel like during the day, I’m giving 100%. I focus I have energy and I’m doing awesome and by the end of the day I’m worn out, I’m tired and my brains tired and my body’s tired. And I feel like, am I giving the best of my time to my work as opposed to my kids and my wife. That’s not right. How do I keep my energy levels high for the last 3 hours, or keep them the same level they are for the first 8? Because I feel guilty if I’m giving 100% the first 8 and then I’m only giving 60&% the last 3. So for me, it’s a big piece of that. I’ve been figuring out, what do I do? How do I eat differently? How do I get in a different state so that when I get home I can actually be aware and awake and have the energy I need to be an awesome dad and not a lazy dad.

There’s a quote, and Stu Mclarin actually posted it on his Facebook wall today. It’s from a guy named David O. Mckay. For the Mormons out there, we all know who he is. For those who are not Mormons, he is someone who us Mormons consider a Mormon Prophet, that lived I don’t know how long ago, 50 or 60 years ago. He’s no longer alive, but he had a quote that was really important, and it kind of ties into today’s message. His quote was that “No success can compensate for failure in the home”. For me, I think about that a lot. If all my energy is going to my work, and I don’t have that because I’m spending so much energy and focus there, I can’t fulfill my home duties, then I’m a failure. That’s something I think about. So I’m trying to think about how to increase energy levels.

There’s a couple examples. There’s a sales funnel how we do it. In a new morning routine, how we do it. This is how we do it on a time with your family, but it works in any part of your life. So instead of just looking at aspects and being like, this was awesome or this was lame. Start looking at the process and see what things to optimize and tweak to make it better. And the more conscience and aware you are of those things the more you can affect them and make them better. That’s the message for today. What should we call this one? Let’s see, just so you guys know, when I finish this podcast I send my brother the title and he titles it. But I want your guys’ help on this. What should we title this one? We could title it, how direct response effects your…how direct response can improve your daily life. That’s kind of cool right?

Alright, Scott, that’s what we’re going to call it. How direct response can improve your daily life and the sub headline will be how to become a better father, husband, and person. That sounds good. Alright guys. That’s what I got for you today. Start looking at your process in life, start optimizing and if you do, you will be happier, you will be better, and you will enjoy your time here on this amazing earth a lot better. So that’s what I got. Appreciate you all, have an amazing day and I’ll talk to you again tomorrow. Bye.

Behind the scenes of one of the most amazing Inner Circle meetings ever…

On today’s episode Russell recaps some of the cool stuff from the last four days of Inner Circle meetings. He also shares his insights on a TV show he loves and talks about his new Batman suit.

Here are some cool things you should listen for in this episode:

• The new rule that will be enforced within the Inner Circle.
• Why they came up with this rule in the first place and why it will help Russell to go deeper into his teachings.
• And hear Russell’s crossover prediction with one of his favorite TV shows.

So listen below to find out some insider stuff from Russell’s Inner Circle.

---Transcript---

Hey everyone, this is Russell and this is a late night Marketing In Your Car, I hope you don’t mind. I’m actually just about to start watching 24, before I do I wanted to kind of reflect on the last 4 days and share some cool stuff with you guys.

We had our Inner Circle group here in Boise. We had 2 Inner Circle groups. One group on Monday and Tuesday, and a second group on Wednesday, Thursday. It’s the first Inner Circle at the new office, which was so insane. Because that was the whole reason I moved into this new office, if I’m completely honest. It’s because I wanted to have a room to do Inner Circle meetings in. A year and a half ago, almost 2 years ago, I went to Joe Polish’s Genius Network Event at his office. We were in his office and we walked up the stairs into this room, it was layed in a way where you could have a lot of people in it. As soon as I saw the room, I was like I want this.

I took a bunch of pictures of it and then went home and messaged our realtor and said we wanted a place and we started looking around and all the sudden I remembered this place we looked at before. I didn’t like the office before because it was layed out really weird, but I was like if we gutted the whole thing and rebuilt it, we could do this. So we put the offer in and now a year and a half later we’re in and we just did our first Inner Circle meeting, which is so cool.

So there’s lesson number one. When you see it, then you gotta go and get it. Which actually reminds me of one of my favorite stories, it was a story I’ll probably mess up the details. I think it was at the grand opening of Disney World, and they were there opening day and the news and the reporters and everyone’s there. And they’re opening up Disney World and at the time, Walt Disney had passed away and one of the reporters standing next to Roy Disney, who was Walt’s brother. He looked at Roy and said, “Hey, it’s a shame that Walt didn’t live to see this.” And Roy looked back at the reporter, he said, “No, you don’t understand. Because Walt saw this, that’s why we’re here today.”

It’s such a cool thing, so many of us have a vision of what we want and we don’t get it. Anyway, I hope that’s inspiring. I saw it, and I didn’t think about it. We had got it, and now it’s here and it’s insane.  I think it was cool and it was fun having our own room because we can control the energy and the music and the motion.

Thanks to Garret White, he came to one of our last Inner Circle meetings at our hotel room. They used to be in hotel rooms and he kind of shifted how we do the format of stuff, which has added a whole other level of energy to it.

It’s crazy, in Inner Circle, there’s a hundred people in it. But we broke it down into four groups, 25 in each group. So we had 25 that came Monday, Tuesday. 25 came Wednesday, Thursday. And then in April we’ve got two more groups that come through.  It’s funny because April groups are packed. We had to shut those groups down because we had so many people. These groups are smaller and I get super nervous during smaller ones. Because I’m like, “They’re not going to meet as many cool people.” And all these things, but it seems like the smaller groups almost are better sometimes. Because the smaller the more intimate, we get a lot more done.

The two groups, I wish ….first off, I can’t even believe that I get paid to be in that room with these entrepreneurs and people that legitimately are changing the world in so many different areas and have so many unique ideas and things that I would never think of or fathom. To be able to sit there, honestly for four days just have a chance to absorb their ideas and mindset. Watching these people and we have companies from smaller companies doing whatever, up to, one of the guys in our group is the main marketing guy for the Truth About Cancer, they did a launch, did 20 million dollars. They’re about to do a launch, and my guess, this new launch they’re putting out called the Truth About Vaccines, and they’ll probably do 50-60 million dollars.

Then there’s people in the software space and people in the….it’s so unique. I’ve been to other mastermind groups but it’s like everyone’s in the same industry so it’s hard to glean much because everyone’s trying to do the same thing. It’s so diverse. It’s almost like there’s not two people in the same genre of business so it’s just insane.

And so this is kind of a cool thing and this is what I wanted to share with you guys because……I might be ruining the surprise for Inner Circle members, but the first few groups at the end of it, I basically got up and thanked everyone and we gave everyone these shirts that say Inner Circle For Life on it. And I told them, “Look, this is the deal. The Inner Circle for me was never about making much money. I make good money on it, but you know Clickfunnels is what makes my real money. This is kind of a thing, in fact, there’s been multiple times where I almost shut it down because I don’t know if it’s worth doing and pursuing because it’s pulling me away from Clickfunnels, which is my focus. I finish I four day event like this, I can’t even fathom not having this in my life, how much I get from it. From the group and the people.

My goal with this was never a big coaching program where I could just keep running people through it, bring people in and let them back out the other side, which is how most other mastermind groups that are out there happen.” So because of that we set a cap, about a year ago…..and I think at the time we had 37 people in it. I was like, “If I was to know how I could facilitate this, I can’t facilitate more than 100 people the way I do it. So I’m going to cap it at 100 and when we get to 100 we’re going to stop selling it and close it out.”

And at first it was kind of a dream. I didn’t think that was actually possible. Then after we kind of put that limit on it, it grew almost instantly. It was crazy, bloomed and filled all the way up to 100 so we shut it down. What’s interesting is after we shut it down, then there’s always some kind of float where one or two people go out and then people come in and it goes back and forth.  It just kind of…applications come in and if we have spots we call them, if not we don’t. That’s kind of how it works. We have people fight and beg to get in sometimes.

So that’s kind of what happens, but recently, over the last few months, there’s been probably 5 or 6 people that have been in Inner Circle and then they’re like, “I love it, I don’t want to lose it, but I’ll put it on pause for 3 or 4 months and come back later. Hold my spot, though.” I was like, a couple of these first off, it’s not really fair to me or my team. I was like, it’s not really fair to them. It’s really not fair to the rest of the group. I said, “My goal is not to keep bringing new people into this group, my goal is I want to take this group and go deeper and deeper and deeper.”

So I basically told them that today.  So because of that, we decided to set this new rule. We gave everyone a shirt that says, Inner Circle For Life on it. The rule is if you need to leave the Inner Circle, for whatever reason, it’s totally cool and we’ll always remain friends but if you leave, you can’t get back in.  That’s the new rule, that’s it. So if you leave, your spot’s gone.  And what’s interesting is for the most part, everyone is laughing and cheering and excited for that.  And I didn’t tell everybody this but while I was sitting in the meeting, just today, not like the last four days, just today, we got 17 applications for Inner Circle during today’s session.

I almost wish I told them that. If you decide to leave, there’s a line up. 17 people today applied for your spot. And that’s coming in all the time. Some days are less, some days there’s 10, some days there’s 5. Whatever, but today alone, 17 applications came in for Inner Circle, and there’s not any…I actually have no idea. But I mean, it’s pretty dang close. If it’s not full there’s one or two spots. But then when those are in, it’s done.

Like I said, what I kind of told them is that if you cancel, we still love you, but you can’t get back in. And I want people there, in the Inner Circle for life. Because I want to be able to go, because even we have a new batch of probably 8 or 10 people that came in new since the Funnel Hacking Live event, it kind of got it back up to being at capacity. And today at, or the first day I spent the first 3 hours sharing the insanely cool stuff that we’re doing that I don’t have a chance to share anywhere else. So I’m showing all this stuff and I’m like, ahh….New people don’t have a foundation to build on this next level stuff. I’m trying to show what we’re doing to get from 8 figures to 9 figures, which is insanely ……it’s kind of crazy.

We went from 7 figures to 8 figures in a year and then I think in two to two and a half years we’ll pass 9 in a year. Which is crazy but how do you do that? It’s really shifting from…the traffic source isn’t how you do it, how you scale. I remember showing these guys all this stuff, but it sucks because some people, the newer people aren’t ready for that yet, because they don’t have the foundation of the last twelve months. The first twelve months of the Inner Circle is all about getting your front end funnel and lead in acquisition right to where you can consistently bring in people.

Not everyone, but the majority of the Inner Circle have that now. They’ve got funnels coming in consistently. It’s like, okay now we gotta build on this. So I wanted to shift and go super deep and I did, but I had to back step and spend almost 30 to 45 minutes giving the foundation. Here’s kind of to catch everyone new up. This is what we gotta focus on and you still gotta do that, but now let’s jump into where we’re going.

So many cool things I wish I could share with you guys. I wish everyone could be inner Circle. I wish it was possible. One of the cool things we were sharing was basically there are, and if you study Jay Abraham at all, there’s three ways to grow a company. Get more customers, get them to spend more, and then get them to buy more often. That’s the only three ways. Get more customers, get them to spend more, and get them to spend more often.

So you look at that, it’s like well how do you execute on that? So getting more customers are all about acquisition funnels. What are the funnels you have in your business that are there to acquire customers? Again, that’s the whole months of the Inner Circle have been getting our group masters at customer acquisition. I’d say more than half of our Inner Circle has a front end webinar that they’re consistently driving leads into every single day. It’s an acquisition thing. I would say the other half are other types of funnels. Some are book funnels, some are high ticket funnels, but most everyone has a really good lead acquisition funnels in place. That’s step number one, how to get more customers.

Step number two then, how to get your customers to pay more. That type of funnels is what we call an ascension funnel. We’ve got step one, the acquisition funnel, acquiring customers. Step two is ascension funnels for ascending customers. So I showed them behind the scenes of our ascension funnels. How are we getting people from dollar trial Clickfunnels to $97 a month to $297 to our $3000 to our $10000 and then to our $25000. What are the funnels inside of our business that are ascending people.

Where else can I talk about this kind of stuff. People have to be a certain level to understand this part of it. So I want to keep the group so I can keep going deeper, but I showed them acquisition funnels. I’m sure some of you saw Follow up Funnels. At the Funnel Hacking Live event I did a presentation about Follow up Funnels and we did it all for my birthday. Probably didn’t all sink in, in a week or two. But that ascension funnel is huge for us. It’s ascending people up from $97 a month to $300 a month and it’s huge for the growth of our company. So that’s number, again Number one, get more customers through acquisition funnels. Number two get your customers to spend more through ascension funnels. And then number three is get them to buy more often, and that’s through your monetization funnels.

So now it opens this question. What are all the monetization funnels that are possible? What could they be? So I was showing the ways for monetizing people on the back end. What’s interesting, this comes back to the new book, the new opportunity. So in the Expert Secrets book, the foundation, I wish I could…I wish you were sitting here and we were all on the same page. So three ways to build a culture, three ways to build a mass movement, attractive character, future based cause, and then the new opportunity. Then there’s two ways to structure the opportunity. One’s an opportunity switch and the other’s the opportunity stack.

Opportunity switch is usually your acquisition funnel, you’re switching them to a new opportunity and then everything else you sell that person in the future is an opportunity stack. So the monetization funnels are what are the other opportunities I can stack within this vehicle? I know for some of you guys, especially if you just got on my podcast are like, “What is Russell talking about? This sounds like math or PHD or something.” But if you go back through and listen and read the book…again, I just got done spending four days with my advanced members, so I’m geeking out.

So hopefully, those of you guys who are at that level are kind of geeking out with me. And those who are beginners are thinking, “I don’t know what he’s talking about, but this sounds amazing. I’m going to go study and this will make sense pretty soon.” When I was in school I remember my teachers talking, I had no idea what they’re saying and by the end of the semester I was like, “Oh, that’s what they’re saying. It’s still boring but at least I get it.” This won’t be boring when you get it. You’ll be like, “Oh my gosh. I’m making insane amounts of money.”

But that’s it, there’s three ways to grow a company. Acquisition funnels, ascension funnels, and monetization funnels. That’s it. So when you understand that, how these things flow together. Here’s an acquisition funnel, how do those link to ascension funnels? And how do those link to monetization funnels? Boom, there’s the process.

And then what’s cool is me showing…I talk a lot, and if you read the Dotcom Secrets book, I talk about hot traffic, warm traffic, and cold traffic, right. And typically I would say, if you get anyone online teaching traffic, they’re teaching hot or warm traffic. Hot traffic’s your market that loves you, so you just, they give you money because they love you. Then you go one step back to your warm audience, people always call this cold traffic, but it’s not. My definition of warm audience are people who are in your market but don’t know who you are yet.

So if I use Facebook ads, just by the nature of how you’re running them, you are running interest, right. They’re interested in internet marketing, they’re interested in weight loss, so you’re running ads to those people. That’s warm traffic.  Again, people always tell you it’s cold traffic. It’s not cold, you’re targeting interests, so it’s warm.

What cold traffic is, and I’ve been geeking out and studying Gary Halverson recently. Gary and also Kennedy, Dan Kennedy, he was talking about it in Renegade Millionaire, which is a cool course. But he was saying, every marketer’s dream is to be able to, and he’s talking about direct mail. Every marketer’s dream is to be able to take the yellow pages, or the white pages and just mail direct mail through the white pages and have it convert.

Offline this is the easier to quantify. You’re….well, it is for me because I understand a mailing list. If you understand a mailing list it works, right. Here’s your own mailing list, that’s your hot market. Your warm market are other buyers in the market that you are. You will rent lists of buyers, that’s your warm. And then cold is the phone book. So that’s the next level I’m trying to get with a lot of these guys, which is, even for us, we’re just starting to dabble in legitimately cold traffic right now. But I showed them what people in our industry are doing.

I showed them Brendon Burchard, what he’s doing right now with radio. He gets cold audience, the phone book people to come into his funnels.  I showed what Dean Graziosi’s doing with infomercials to get cold people in. I showed  just other things. That’s the next level. How do you structure, how do you switch your offers. I show them our hot market, this is how we structure an offer. Our warm market, that’s the Dotcom Secrets book was all about. We created it for our warm market, people who understood marketing and sales and had some kind of business. This book was for my warm audience.

The Expert Secrets book was designed for two reasons. One it would be a really cool book you guys are all going to love. And number two, it was built for cold audiences. Built so I could go mail the phone book and get everybody to come in. At least that’s the goal.

Anyway, I’m actually getting tired. I may make zero sense right now. It’s just exciting. So why am I sharing this with you guys? A couple of reasons. First off, for all of you guys who are selling coaching this would probably be for you. Number one is don’t just build a program where you just push people through. That’s how most of them are done out there and it’s like you’re just pushing cattle through. You can make money along the way but you don’t get to go deep with people.

So like I said, the first thing is we limited ours and said, okay we’re only going to have 100 people in our group and we did. And we figured out a way to facilitate 100 people that doesn’t destroy me, but also gives the group and people what they need from me. But then it also makes the group insanely strong because there’s so much, it’s just so awesome. So that’s step number one.

Step number two is try to build a culture. When people come in, when they leave they can’t necessarily come back. Most of us allow customers to leave, come and go. And I understand. We do that in Clickfunnels and other things. I was listening to a Matt Furey CD from like, I don’t know, 10 years ago and he’s talking his members. He had a continuity program at the time and he said, “You can cancel any time you want, but if you cancel you can’t come back in.” I was like, “That’s cool.” It puts more personal responsibility back in their hands and it kind of does for you as well. You’ve got to carry a good enough experience too that you can keep people in. It can be a challenge for me.

Mandy who helps run the Inner Circle with me, we brought it up to her and she was game, and I was game. So we were like, alright. Let’s do this. It was interesting because I shared it with half the group, the first 50 entrepreneurs that came through the last four days. For the most part, all of them were really excited by that.

So I encourage you guys when you’re hiring coaching to do two things. One thing is limit the number, number two is don’t let people leave and come back in. And it’ll force you to be better. It’ll force them to commit. And it’ll give you the ability to go deeper with people. And all the stuff I shared with you over the last 18 minutes and 28 seconds is stuff that probably over a lot of people’s heads and I understand that. But when you’ve been in the room with me for a while, those things start lighting up and all the sudden it’s like, “Oh my gosh.” It becomes more clear.

For me, it’s taken a long time to get this clarity and even in Inner Circle, we’re layering things on. Every meeting we’re layering things on. We’re layering and then I just look at the, I was thinking about last year, for example. Last year, at the last funnel hacking live, when people started coming into the Inner Circle that was the first time we started talking about building a culture. And started talking about epiphany bridges. All last year my entire focus with that group was building a culture and epiphany bridge stories, and perfect webinar. That was our message for the last twelve months.

And look at it now. Look at those who came through. We’ve got, I always brag about them. You guys can guess who they are, I’m not going to say their names again because…..alright I’ll tell you, it’s Brandon and Kaelin. Their webinar, they’re getting 500 customers a day right now off a webinar.  A perfect webinar that they did through Facebook Live. It’s so cool. They’re doing the best with their webinar, but seeing person after person after person, Tara Williams did her first webinar and closed 20 or 25% of her audience. Just killed it.

And then Alison Prince did her first webinar, She joined Inner Circle six weeks ago. She never heard who I was and then she was at Affiliate Summit, and I was the only speaker that who didn’t get drunk, who wasn’t drunk speaking. So she called our offices, and she joined the Inner Circle, came to the FHAT Event, wrote a webinar and this Monday, four days ago, she did her first webinar and did $20,000 in sales and now she’s got this tool that will make her millions over the next six months or so. I’m not sure exactly where I was going with this. It’s been a long week, a long night.

It’s just fun because she can go deep with people and that’s what I want. I want to be able to take this group, my Inner Circle and I don’t look at it as a way for me to make money because this is a way to legitimately change the world and go really deep with these entrepreneurs. And it’s just fun.

Anyway, I hope that helps. It could be just rambling, and if it is, I apologize. You can just skip this episode and listen to the next one when I’m not quite as tired. But it’s been amazing. The last four days have been fun. It’s been a hard week though. It’s funny, Monday and Tuesday we had the first group. Tuesday we did a little dinner party that both groups could hang out at. Then Wednesday my wife flew off to go to a Tony Robbins event. So she’s gone. Luckily, we’ve got a helper who helps out during the day, she helps with the kids. Wednesday night, I forgot I had to teach scouts. I got done with the meeting, I had to come home, get my kids. My twins are in scouts. I grab the kids, get our scout shirts on, leave my little daughter with the other kids, we race over and I teach scouts for an hour. Race back home and get the kids to bed.

It’s funny, without your wife here, I know my wife works hard, but it always seems easier….I shouldn’t say this but from an outside view, it looks easy what they do, but when you’re in charge of doing it you’re like, “Wow, they really do a lot. Who knew this whole time?” you know what I mean? Playing dad and waking up early in the morning and getting kids ready, getting their lunch ready, getting stuff done. The hustle and bustle, getting them on the school bus, getting their hair combed and boom, they’re out the door. And I’m like, oh crap. Inner Circle starts in 30 minutes. So I’m running, showering, shaving, racing out the door.

I get to Inner Circle meeting like 5 minutes late. I’m like, “I’m so sorry. I’m not used to playing mom and dad.” Then run the Inner Circle and today was an emotionally impactful day, it was awesome. So as soon as I get done with Inner Circle and I had to race and get my kids and get my daughter from soccer practice, and then they had a big school art party tonight. They were all starving because we didn’t have time to eat dinner yet. So we swung by KFC and ate a bunch of chicken and root beer, which was super unhealthy and everyone’s angry and tired.

I got them all to bed and now I’m sitting on the couch rambling. The last four days have been insane. Anyway, I’m excited for tomorrow. Tomorrow’s going to be a little more relaxed. I have some projects I gotta get done and then I’ll be having some fun while the wife’s away. And then she’ll be back and then we’ll be good.

Not sure why I’m telling you guys all this stuff. I must be tired or lonely or both. Anyway, I’m going to go watch 24 now because it’s still the best show on TV, even though Jack Bauer is gone. I’m going to cross my fingers that he comes back. In fact, I don’t know if you guys watch, 24’s got the new….I can’t remember what it’s called, the new one. Jack Bauer is not in it, but he’s the executive producer, but at the same time I’m also watching Designated Survivor where Jack Bauer is now, I guess it’s Keifer Sutherland, but Jack Bauer, he’s now the president in that show.

I’m thinking what’s going to happen is somewhere in the middle there’s going to be a crossover event where it’s 24 and all the sudden people at CET are going to realize that Jack Bauer is actually the president and they’re going to be like, “Wait a minute, you’re Jack Bauer.” And then he’s like, “Wait a minute.” And then Jack Bauer faked as the HUD secretary in Designated Survivor….anyway, it’s going to be amazing.

If you’re not watching either of those shows you have no idea what I’m talking about. But if you watch both of them you just had a geek out moment with me and you’re like, yes. They’re doing a crossover event, and Jack Bauer is coming back. Hopefully because that would be amazing. If I was writing for both these guys, I would be.

Alright I’m going to stop before I say something really dumb. Anyway you guys, I appreciate you all. Have an amazing night, weekend. We’re a few weeks away from the launch of the new book. Oh w’ere doing something cool. Okay, one more thing.

So the new Facebook Messenger stuff is the new craze. Everyone’s talking about how cool it is. Everyone’s convinced it’s going to be the greatest thing in marketing since sliced bread. I think it’ll be cool, but I don’t think it’ll be that cool. But I think it’s going to be cool for a while. I’m pretty sure people like me will abuse it and then Facebook will take it away. So I’m not banking on it as a long term strategy, but definitely banking on it as a short term strategy.

And then if it does happen to stay long term that would be awesome. But I feel like it’s way too easy to abuse. But while it’s abusable, we’re going to. So basically what it is, you can get people, you can run an ad in Facebook, get people to click on something and then it ads them to your Facebook messenger, and then you can send out auto responders and mass broadcast to everyone who’s ever subscribed to your Facebook messenger, which is awesome.

So I recorded a quick little video today, and we’re going to run it tomorrow through Facebook live and basically give away the first three chapters of the book if they click on the, if they join my Facebook messenger. So my goal is to try to get, I don’t know, 20-100,000 people in the next month to get the first three chapters of the book for free through Facebook messenger. Then when we go live, I can have 100,000 people to spam, I mean mass market, I mean communicate with about our book launch happening. It would be pretty amazing. Anyway, I’m excited.

And I also got, so many cool things. I forgot, so for our affiliate contest, we’re kind of having a big super hero theme, Todd found these Superman, not Superman, but Batman, Ironman, costumes. But they’re not costumes, they’re legit. I bought one, they’re 3 grand. They custom fit it to you. Then they mold the metal. I’m pretty much Batman. They ship me it, they took a picture, they’re about to ship it. It should be here, I think, early next week. I’m going to be doing a bunch of JV videos with it. And we’re going to be giving away a bunch of those outfits to people who win our affiliate contest. But I’m actually going to be Batman within a week.

And it’s not like the wimpy Batman from back in the day. It’s the Batman vs Superman. Even though Ben Affleck is lame, the suit that he wore, he looks like the biggest baddest Batman of all time. That’s the one I bought. So I’m really looking forward to that as well.

Alright guys, well 26 minutes. It’s the equivalent of 22 normal Marketing In Your Car podcasts. So I’m going to be done for today. Appreciate you guys. Hopefully this makes some sense. Talk to you all again soon. Bye everybody.

My big “ah-ha” from my vacation so far…

On today’s special vacation episode Russell talks about a cool tool that will help tell you exactly what your customers want.

Here are some interesting things you will hear in this episode:

• Find out what tool Russell found that will tell you exactly what your customer wants.
• Hear why Russell took so long before he has implemented this tool.
• And hear Russell explain why this one super simple tool is so effective.

So listen below to hear about this simple tool that Russell is excited to put some effort into.

---Transcript---

Hey everyone! This is Russell Brunson and welcome to a vacation Marketing In Your Car.

Hey everyone, so I am actually on down my vacation right now. In fact, if my wife knew I was leaving you guys a message, I’ll probably be in big trouble, but it is what it is.

And you probably won’t get this for like a week or so, because my brother, who does upload these with me as well — he’s partying it up — and I’m guessing that, yeah, I’m guessing this will happen when we all get back in town.

But I wanted to share some stuff with you guys I’ve been thinking about for my own company and some just really fun things. So it’s been interesting.

Obviously you guys all know my whole philosophy with funnel hacking and like looking at what’s working and modeling and all those kinds of things, right?

And so it’s been interesting watching as like some people we work with like their businesses are super easy, and we’re just like boom-boom-boom, money starts coming, and starts flowing in, right?

Other ones are more difficult, and so there’s a couple of people we’re working with. They’ve been a little more… taken a little longer to like get traction and get things working and so it’s caused me to really start digging deeper, which is good.

It always, it’s like the episode we did if you have someone’s back about the rubber band, right? Like if you’re not stretching, you’re useless, and if you, yeah.

So that’s kind of where it’s been happening, is I had to stretch myself and try to figure out, like how do we expand this and how do we — some of these people who aren’t having success for whatever reason — what do we do?

And so it’s been kind of interesting. I’ve been looking a lot, and unfortunately on this, for some reason I’ve been looking but not doing, which is never a good thing. But I’ve been looking a lot at surveys.

In fact, I think the first time I really realized the power of what surveys were doing was about a year and a half ago in our mastermind group. There was a guy named Glenn Ledwell and he was showing me, he was showing the group a bunch of his sales funnels.

And what he found was that by adding these little surveys before a sales funnel, like instantly it would double his sales. And that sounds like a dumb thing, but it was true. Like he had a VSL and then he drove traffic to it and then he added this little quiz thing and doubled how much money he was making, just by adding this little like quiz.

And then he’d show me thing after thing after thing, and then anyway I was just like “Wow!” So I started learning about it then and got excited, but then I never implemented it.

In fact, I even recorded a whole bunch of videos and all these things to do it and I feel like I kind of overdid what I was trying to do is because that I never actually launched it, but yeah. So it kind of had a sample where I kind of tested it, right? Or started building it but I never finished it because it got too complicated, too complex.

Then fast forward about six or eight months later, I got an email from Ben Settle, Andre Chaperon, Ryan Levesque and Jack Born talking about a mastermind group that they were doing called The Ocean’s Four Mastermind. And I was like, “That’s cool. I’ll go to that.”

So I went to it and it was on Valentine’s Day last year and my wife wanted to destroy me for not being here for Valentine’s Day, but you know in marketing college, you got to be there.

So I went to hang out with these guys in Vegas and it was interesting because I knew, I was very familiar with three of the guys but I didn’t know Ryan Levesque at the time, and he kind of, like in all honesty if you’re in the mastermind, he kind of ran the whole thing.

Like the other guys are there to kind of put in their two cents, but Ryan was definitely the host, the facilitator, and he was dropping bombs of gold the whole time, and he kept talking about some of his clients that he was using these surveys for.

And a couple of them that I remember off the top of my head, I know there’s more, but one was www.FuzzyYellowBalls.com and one was www.RevolutionGolf.com.

And he started talking about his surveys and what they had done with the surveys and how much revenue and how much increased leads and just the whole thing, and I was like, “Dang!”

And so I kind of looked into those things back then. I was like, “Okay, I’m going to do surveys,” and then of course I once again didn’t for whatever reasons, right? As entrepreneurs, we’re having success in a couple of areas so we just keep doing that.

And despite the fact that I’m usually pretty good running with things, I just didn’t for whatever reason. And yeah, and so then just recently over the last two or three, one of my clients has been kind of struggling and sort of funnel hacking some people.

And what we found is that the people in his market that were winning were using, I think they were actually clients of Ryan Levesque’s, and we’re using all-survey funnels to try to look in closer at that, and I started going through them and started really seeing the power of it.

And I knew that Ryan had written a book called “Ask” which is about like doing these surveys, and so I bought the book and I’ve actually been reading it for the last day on the trip, so kind of just catching up.

The book, if you guys do get the book, it takes about a hundred pages to get into the whole methodology. He spends the first hundred telling his whole story and it’s a good story, but it takes awhile to get into like what you got the book for, you know?

So I kind of get that part right now, and so anyway, but it’s been interesting to see that. But one of the big like “Aha’s” I had, well, lets step back for one more thing.

Right before I left on this trip I saw some Facebook posts from someone that was like the ten best landing pages of the year, and one of the landing pages I saw and I was like, “Ah, it looks so cool!”

And so I wanted to go to FunnelHacker, so I went to the page and I went and had a search, because they didn’t give the URL of this, it had an image of. So I had a search a bunch of keywords that were on the image, so I found the page and then I went through there.

And again they had a survey funnel. It was really cool and there was like one that was awesome looking. It had the little images next to each thing you were selecting and it was just amazing.

So anyways, that’s kind of like all these, like a perfect storm of like three things happening the week before I left for my vacation. I’m like “Okay, this week I’m going to be focusing on surveys.” When I get back, we’re going to finally just do it, because I’ve been procrastinating it forever. Now it’s time.

And so as I’ve been reading through Ryan’s book and then thinking about this and all this stuff, I started to just getting like crazy excited about the possibilities of it.

One of the things that Ryan talked about in the book — I think it was even on the cover of the book maybe — but he was talking about delivering the exact sales message to the person coming to your website, the exact message they need to hear, right?

The exact thing that’s going to sell them, and basically the concepts, when it comes into the survey and you have five or six questions in the survey, they give you the ability to figure out who they are, right?

Question one could be: “Are you a man or a woman?”

Number two: “Are you underweight, overweight, 200 lbs overweight, whatever,” right? If you add that and then, “What diets have you tried in the past?”

If you got that, I’m like, you know, you go through a bunch of surveys and at the end of it, you know like, okay, based on whatever, this is the person. That they are a man who is 47, he’s struggling with this, you know?

And now that you know that, the sales video can speak directly to what their issue is as opposed to being more, you know typically sales videos you have to be broader because you’re trying to like encompass everybody, where here you can really shrink it down.

It’s similar to what you can do on a sales call, you know, and so in a sales call you’re talking to somebody, you can figure out really quick like what’s important to them and then you just speak to that, and this kind of gives you the same ability to do that.

So anyway, it’s exciting and so, what I did right before I left is I funnel hacked www.FuzzyYellowBalls.com funnel, and I went into their Quiz Funnel. So I went through an opt-in five or six times with different answers, different things to see, and sure enough there’s different videos.

I think that, based on what I think — I could be wrong — but I think there’s nine different sales videos based on what I had chose. Then again that could be 50 for all I know.

But the ones that I was able to get to from my path, I think I figured out about nine of them, and it would be worth it for you guys to go and go funnel hack them just because it’s kind of cool to see the process, right? And it’s just a really simple survey.

That part was actually way less complex than I thought it was going to be. That part was way more simple, but then based on what they had answered, boom! There’s a video at the end that’s delivered to it to speak directly to them.

Plus there’s a whole email follow-up sequence delivered to them, answering, you know, giving them — the emails are feeding stuff that they had mentioned during the surveys, so you get very granular and you can figure out exactly who and how you’re speaking to somebody.

So anyway, for me it was really, really cool and got me, it’s gotten me really excited. In fact, there’s four or five projects I’m working on, some that are in my core businesses and some that are not, that I’m really excited to kind of test this concept with and just see based on, you know, a couple of my early thoughts.

You know, if like mentioned that some of the results of my friend showed. By putting a survey in front of anything, they were more than doubling conversions on the next step.

I mean, if that’s the case and we add these things from our webinars and our sales videos and our free-plus-shipping offers and all these different things, like if it was to double conversions, which are already pretty dang strong, I can imagine what will come from that.

So it’s definitely worth putting in the effort to explore and to test out. I’m sure that if this does work for me, I will be bragging and talking and sharing a whole bunch of stuff about it with you guys here in the very near future.

Right now I want to try it because I think I see the vision now and I see why it’s no longer like, “I need to try that,” but it’s a “I must try that.” Tony Robbins talks about when you got to change your should’s to must’s. You know, and so I think for me it’s gone from a “should” to definitely a “must,” and so I’m excited to kind of see.

I’m thinking about also kind of building up my own survey software just because like the one that I saw the other day that had the images was amazing and there’s no, I couldn’t find any software that did it that way, so I may make a version similar to that.

I was thinking about if I do do that, I’ll probably just give it to all the DCS labs’ monthly members for free. So I don’t know if I’m going to do it or not, but if I am, then you should go to www.DCSLabsMonthly.com and get it. Become a member, subscribe, because you get not only all the other cool stuff you get, you also get that software.

If we decide to make it, we may not. Who knows, we will see. If we do, it’ll be something where you can create and embed the stuff and then from there it would go directly into, it would go directly into or embed into your ClickFunnels pages because it’s, I’d only do it if I could do it inside of ClickFunnels.

So anyway, that’s kind of the exciting, fun thing that I’m thinking about that I thought I’d share with you guys and wanted to get you guys to start thinking about as well because I think that it is going to be the future where things are going, is instead of delivering up a one-size-fits-all sales message.

Take that someone through process. Find out exactly who they are, what’s important to them, what they’re struggling with, and then deliver a message based on that.

I think if we can do that, we’re going to get a lot closer to serving our customers to the level that they want, that they need us at, as opposed to us trying to jam down our message and hope that the hot points that we’re focusing on will help them.

So that is my game plan, I’m excited and as I get some cool results, I will return to report back to you guys to hear, and hopefully share some cool stuff.

So that’s it. I’m at the Kauai, about to buy some water and eggs and milk and hopefully all milk, because we don’t drink our own milk, and actually I got a funny story. I’ll tell you that before we go.

So back in the day we used to drink tons of milk, like our kids would drink three gallons twice a week, so I was buying tons of milk, and then at a Tony Robbins event, he talked about how bad milk was for you, and I was like, “Are you kidding me? I thought milk does a body good! I’ve been learning that my whole life.”

Turns out a bunch of good marketers like me wrote a slogan like that and we all believe it! So kind of realizing that milk’s not really the best thing in the world for us, we were trying to break our kids of it, and so one of our first things we did is we started calling it “disgusting milk.”

Like “This is disgusting milk. Do you want almond milk or do you want disgusting milk?” So we had both of them for awhile and then eventually we got them all wanting almond milk instead of disgusting milk, because it sounds disgusting, right?

So it was like probably a year, year and a half later, so my kids had only had almond milk for like over a year and we always were like tease and call it cow milk, disgusting milk. In fact, they still today call it cow milk.

But anyway, this is actually on the same vacation probably three years ago. We were here, and of course, no one else in my family drinks almond milk. They all think that we’re like the hippy freaks who do, right?

And so anyway, we’re here, the family are eating, and my mom is making breakfast for everybody and she’s got, you know, cow milk, and so my kids go over and they’re drinking the cow milk and I see them just drinking a lot of it, right?

Then Beau, one of my twins comes over, and he was probably five or six at the time, he looks at me and he says, “Daddy, I had some disgusting milk and it sure was good!” [Laughter] So anyway, pretty funny.

All right, well I’m into the Kauai to buy some cool stuff, and I appreciate you guys for listening, hope you had an amazing time and I’m sure, hopefully, throughout this trip I’ll send you some more info and my brother will get it all posted up before too long and hopefully you guys can get some value from all this stuff.

So that’s it guys! Thanks so much for everything and we will talk soon.

Your real mission is to gather people and serve them at your highest level.

On today’s episode Russell talks about having a gathering and how you build one. He shares the kinds of gatherings he already has, and how gathering gatherers can help build your business.

Here are some of the cool things in today’s episode:

• The different examples of gatherings you and your people can be a part of.
• And how what you are doing has an impact on someone else’s life, which in turn has an impact on someone else’s live and you have the ability to impact many more lives than you originally could.

So listen below to find out how to gather and impact more people than you ever thought possible.

---Transcript---

Hey everyone, good morning. This is Russell and I am heading to, not the worst place I can go in the morning. The worst place would be probably the accountants, they’re definitely the worst. Number two used to be lawyers, but my lawyer now is super awesome, so that’s cool. Number three is the dentist, so I’m heading to the dentist right now, which is not my favorite thing, but it’s that time. I got some weird thing on the left side of my mouth when I bite down. It really hurts, so hopefully they can fix that and I hope I don’t have any cavities, but I’ll let you guys know.

But this morning, I woke up and had a coaching session with one of my coaches, Tara Williams, which was really, really cool. She said something that I thought was cool and it got my mind thinking and then more and more cool stuff started happening. But we’re talking about the new book, and if I’m being completely honest there’s a lot of stress and pressure on me right now. Even though the book’s finally done, there’s…of course I can’t just sell a book you guys. I got all excited and had this idea for this Funnel Hacker Blackbox, which then meant I had a whole bunch of other stuff. And then there’s a bunch of….anyway, a lot of stuff going together to make this, I want to make this buying experience when you guys buy the book, the most fun thing ever. I want you to be like, “that was so fun we should buy it again.” That’s the goal.

So with that we’re just making a really cool funnel that would be really cool for you guys to funnel hack and then watch and learn and really hopefully model and use in your world. But we’re talking, oh I almost turned left and I’m glad I didn’t because there is insane traffic, and I’m already late for the dentist, so that was close.

But what we were talking about is gathering. What we do is we’re gathering people. So I think about each of your businesses, we talked about this from a list building standpoint, or from getting customers or things like that. Or I’d be putting products and services out there in the world. And you’re doing that to gather certain types of people to you. That’s the whole point of what we’re all doing. We create some amazing things that cause value in the world and in people’s lives. They get those things and then they gather to you.

Ten year ago those gatherings were like, “Okay, well people are on my email list.” But there was no physical gathering. Then we started doing events and there was kind of a physical gathering of people. Now, I look at facebook groups and it’s become kind of like the gathering spot. Most programs have a facebook group. We have that, we have our Funnel Hacker Group, which is all of you all. If you’re not in that by the way, you should come. We’ve got 50,000 people in that now. 50,000, if you go to projectclickfunnels.com it redirects you to our facebook group. Because I couldn’t remember how to get people there, so I bought projectclickfunnels.com.

But there’s 50,000 people gathered there together talking about what we’re all talking about. And then there’s, for different products we sell, like Inner Circle’s got a different group. People are gathered together. We communicate and hang out in this group. So we’re gathering. So for each of you guys, that’s kind of big piece of this pie. How are you gathering people together so that then when they’re together and they’re congregated together, you can serve them in the highest way that you are able to. Those are your products and services and training and podcasts, and coaching and blah. Supplements, whatever it is you’re selling, that’s really the goal.

Businesses become less transactional and is now more gathering people and figuring out how to serve them. That mindset shift is pretty big. There’s these gatherings and what was kind of cool. We were talking about, with the Expert Secrets book we’re gathering. That’s, I didn’t know this was my goal, but what’s interesting, and even with the Funnel Hackers and Clickfunnels and stuff, I am gathering gatherers, which is super cool when you think about it.

My goal is to gather all these people together and get them to start mass movements. That’s the whole point of the new book. How to build your own movement of people you can change and inspire and help and serve.  So that’s my goal, is to gather all the gatherers, which is insanely cool and a huge honor. As I’m just thinking about that as a calling or a mission or whatever you want to call it. It’s a pretty cool thing. My job is to serve you guys so that you can gather more people and serve them. And hopefully during this whole process we have a little bit of impact on the world and we change people’s lives and we make things better and give people hope and faith in the future and what’s possible and make everyone’s journey’s here on the world a little bit better.

It was interesting, I heard someone talk about this before. Tony Robbins at our event was talking about why we all do what we do. He said, “When it all comes down to it. We’re doing it for feeling.” I was like, huh. How weird is that? We read books because the feeling, we watch a movie because of the feeling, we hang out with people because of the feeling we get. Feelings is what drives everything. It’s the feeling that we’re seeking, that we’re trying to get. A certain feeling we liked in the past, or that we didn’t like, we’re trying to stay away from that feeling.

And I’m not sure how this whole thing ties together, but when all is said and done, our goal is to gather people together so we can help them to feel good. I know that’s simplifying, way over simplifying the whole thing. Or is it? That’s kind of the thing. Why do I gather all of you guys together? I’ll say guys and gals. Why do I gather you guys together? Obviously there’s something I’m excited about and I’m sharing it. And it’s a tool and a theology and thought process that helps you be able to share your messages.

By me sharing it, I feel better. I feel happy. It makes me, it gets me excited, being able to share these things and seeing the light bulb go off in your heads. But then you gather people and you’re not necessarily teaching what I’m teaching. But you’re teaching your own thing. Maybe it’s weight loss or fitness, I guess weight loss and fitness are similar. But whatever it is that you do, you’re gathering people together and selling them products and services that make them feel good.  And that’s kind of it. If you really boil it down.

Anyway, I thought that was interesting. I just started thinking about that. How do we give people those good feelings? How do we make support better so that people have good feelings when they deal with it? How do make the product better so they have better feelings? It’s all about feelings, that’s what we’re all looking for. That’s why people fall in love, that’s why they do drugs, on the positive and negative side, they’re all looking to get a special feeling or to stay away from a feeling they don’t like.

Anyway, I thought that was interesting. I don’t really know the point of my ramblings today other than I thought it was really cool to kind of look at this as each of us are gatherers. You’re gathering people. You’re gathering your tribe. You’re gathering your people that resonate with you and your message and who you are. And then after you’ve gathered them, you can serve them, help them and you can try to effect their lives by making them have better feelings. Feeling better about themselves and things around them, about the future and all those things.

What’s interesting is that when people are happy they treat other people better, it’s this huge compounding thing. It’s like a ripple, I hate using that because if you guys listened to the podcast back from day one, back when we were working on the project Rippln, but it never went. That was the whole concept. Throw a rock into the middle of a pond, what happens? There’s a ripple and it keeps going all the way out to the edge of the pond. And that’s kind of what we’re doing. We’re gathering people together, give them this ripple in their lives and it goes out.

It’s kind of corny when you say, “We’re going to change the world.” But we kind of are. Isn’t that cool when you think about it that way? The thing you’re doing has an impact and it changes somebody else’s life and it changes somebody else’s and it kind of ripples out.

So anyway, with that said, I just wanted to state that everyone keep on doing what you’re doing despite some of the pressure and stress and things that go into it. The ups and downs and failures and successes. All of those things are all wrapped into it. When all is said and done, what’s the real purpose? We’re gathering our people. Gather your people, they will come to you, the right people. And not everyone’s going to come to you or me or anyone, there’s people who can’t stand me. Especially after some of my fun jokes and stuff recently. There’s a lot of people who don’t like me. That’s cool. I don’t mind. It used to bug me, but it’s okay now. Because what is important, is my people, the people I am congregating will hear my voice, come to me and listen and I’ll be able to have impact and hopefully cause a change and make their lives better.

Like I said, my goal is to gather gatherers, and I think what fires me up more than anything is knowing that if I can affect you and help you gather more people, or serve more people at a higher level, if I can affect you and again, I’m not talking to everyone listening to this podcast, I’m talking to you. Yes, you the one listening right now. If I can affect you, to help people and to cause that gathering amongst your people, how cool is that? There’s thousands or millions of people that you can affect, that I never could. Because my gifts aren’t what yours are. But your gifts are special.

And I don’t want to, I think I might have bragged them yesterday because I’m so excited about it. But Brandon and Kaelin from Inner Circle, their numbers are insane right now. They’re getting 500 people a day joining their program. 500 women a day are coming and they’re helping these women look at themselves differently and lose weight and feel better. And usually what happens, I don’t know about you, but when I get on a weight loss kick, what do I do? I tell my friends and family and spouse and kids and we all, it’s a ripple effect that goes out there.

And I can’t do what Kaelin does. I can’t do what Tara does. I can’t do what….I’m trying to think of everyone in my inner circle. All the people we effect in the work, I can’t do what you do. But if I can help you gather more people and serve them at a higher level, that’s the key. That’s my mission.

Anyway, I thought that was kind of cool. I hope it helps you think about what you do a little bit.  And understand that that’s the goal, gather your people and that could be through building a list, podcasts, groups, whatever it is, you’re gathering people together and you’re trying to serve them at the highest level possible. That’s it, that’s the game. When you do that, they’re going to feel good. And when they feel good, people around them will feel good and it’ll trickle down. Kind of cool.

Anyway, I’m getting close to the dentist, but I’m still stuck in a lot of traffic, but I’m going to bounce, cause I am behind on my Voxers and my inner circle members need some responses, dang it. So I’m going to go catch up with them. Appreciate you all and we will talk soon.

Holy crap, this works for email too!

On this episode Russell talks about the Perfect Webinar and an epiphany he had involving it while at a recent Inner Circle meeting.

Here are some of the interesting things you should listen for in today’s episode:

• A quick recap of what The Perfect Webinar is, and what you can get out of it.
• What one Inner Circle member did with The Perfect Webinar Script and how it inspired Russell.
• And How Russell plans to use The Perfect Webinar Script in an email sequence.

So listen below to find out why The Perfect Webinar in so perfect, and why it’s not just for webinars.

---Transcript---

Hey everyone, good morning, this is Russell Brunson and welcome back to Marketing In Your Car. I’m heading in to day 7 of 8 of our Inner Circle, Mastermind meetings. We got a new group coming through today, which is going to be so awesome. Not gonna lie, I’m a little bit worn out and tired, but I get so fired up by hanging out with these people that it’s all worth it and amazing.

Each new group, it’s interesting there’s such a different dynamic for each group that comes. I get so much different value from each one. Everyone’s like, “Which group is your favorite?” I’m like, “Each one is so unique, there’s so many different reasons. It’s just amazing how it all just works.” Anyway, I don’t know. I’m just grateful and blessed to have a chance to be part of this, and be able to facilitate it. It’s insane. I gotta pinch myself. I can’t believe this is my life right now. I get to hang out with all these amazing people.

So that’s awesome. I’m heading in, so I wanted to give you guys, I’m driving right in the sun, I literally can’t see anything. The car in front of me, I’m just looking at his tires, hoping that he doesn’t slam on his brakes, because I cannot see his brake lights. Anyway if I die, if I crash, that is why. I’m driving into the sun.

Alright, so I got a big insight that I got yesterday that I thought was kind of cool. The Perfect Webinar, as you guys all know, it’s perfect. The only time it doesn’t work is when people screw it up. Because it’s perfect, you don’t mess with the Perfect Webinar. It’s perfect. In fact, if you don’t have a copy of the script yet, got to perfectwebinarsecrets.com, I actually owned perfectwebinar.com but it expired somehow and some dude bought it and wanted to sell it back to me for like 20 grand. I’m like, you know what? I’m going to buy perfectwebinarsecrets. Take that, $10.

So if you haven’t got the script go get it. We over the last two and a half years here in the Inner Circle stuff; we’ve gone deep with people. I can’t even tell you how many millionaires have been created from the Perfect Webinar Script, which is so cool. In fact, Expert Secrets, the whole book, is basically focused on building out the perfect webinar, but it goes insane deep. Perfectwebinarsecrets.com gives you the script and the psychology behind it. When Expert Secrets comes out it’ll give you how to build your cult based on the perfect webinar. So cool. I mean culture. I can’t even wait.

One of the big insights I had yesterday, which was interesting and I’m excited to test and I hope some of you guys will as well. If you look at the Perfect Webinar Structure, it’s based off convincing somebody of one big idea. What’s the one big domino that if I can convince them of this one thing, then they have to give me their money. For example, if I can convince you that you have to have a sales funnel to make money online and that Clickfunnels is the only sales funnel software on earth. If I can convince you of that, then you have to give me money. There’s no other alternatives.

So that’s the goal, every business. How do you create that one belief. If I can get them to believe this, then they have no choice but to join my cult-ture. They have to. So that’d be the first part of Perfect Webinar, and again I talk about it in the original script, I know that. It took two years of working with hundreds and hundreds of people on their webinars to figure that out. That’s number one, figuring out that. What’s the one big domino that if you knock down that domino everything else becomes irrelevant? It either knocks down every domino or they become irrelevant. So that’s the number one thing to figure out for your perfect webinar pitch, or any pitch. I say webinar, because I always talk about webinars. This is actually the point of this podcast that this works outside of webinars. But I digress.

Let me step back, so that second thing after the big domino, I gotta get someone to believe that. So there’s a lot of things we do to cause that belief. Seriously the guy in front of me just stopped in the middle of the road. Come on.

So there’s a lot of things to do. We talked about the epiphany bridge story. We talked about how we tell the stories to get people on the same state that we’re in when we had that epiphany. These are all things I’ve talked about tin the podcast in the past. If you look there are typically 3 core beliefs that keep somebody from believing whatever your big domino is you’re trying to knock over. The first thing is they have to believe in the vehicle you’re trying to convince them. So I had to get people to believe in funnels. Then I had to get them to believe in ketosis. You had to get them to believe in membership sites, whatever it is that have. You have to convince them of the vehicle, the right vehicle. So that’s secret number one, tied to their false belief pattern around the vehicle and convince them the vehicle is right.

After you convince them, yes the vehicle is correct, I do need funnels. Ketosis is a way for me to lose weight, whatever that thing is. Then the second thing that happens, people are like, “That’s cool but I don’t know how to use a funnel.” or “that’s cool but I can’t not eat candy.” So the second one is that you’ve got to break down their false believes about their internal believes. What do they believe about themselves? “I can’t do this because I’m not technical.” Or because, “I don’t have willpower. You gotta convince them, it’s so easy, you can do it. Let me show you why and how.

So the second secret is always tied to a belief in the internal self. Third secret is typically tied to some external thing. Well I believe funnels is the way, I believe I could use Clickfunnels, but I don’t know how to get traffic, so even if I did it wouldn’t matter.

Okay, I believe that ketosis is the way for me to lose weight, I finally believe that I have the will power to do it. The problem is my spouse. My wife makes me chocolate ice cream for breakfast everyday and there’s no way she’s going to stop. Or whatever, what’s the external things you’re going to blame it on? Because after a while people are like, “Well I could do it, but this thing over here is causing me to not have success.” So you gotta figure out what’s the external belief and smash that one too.

And then you transition to the stack, the pitch, the close, all that stuff. There’s like a five minute run-down of the perfect webinar that is hopefully, if it’s the first time you heard it, you probably have no idea what I’m talking about. If you’ve gone through a little bit, you’re just like, “oh Russell, just went another level deep.” So I hope that helps. If it didn’t help go get perfectwebinarsecrets.com, watch the video and then come back and listen to this and this is just the next layer on top of that.

And again, when the book comes out, it’ll go deep. Deep in a cool way, not like a nerdy deep when you’re so lost and confused where you’re just confused. But deep like, you’re like, “This just gets cooler and cooler every page.” Hopefully. That’s the goal.

So I digress, once again. Sorry ADD coming back. Alright so the whole point of today’s podcast is during Inner Circle I had some epiphany. Obviously I perfected the perfect webinar standing on stages in front of a big audience trying to sell them stuff. Which is the best way to master a skill because what happens when you’re in front of a thousand people trying to sell something? Either they stand up and run to the back of the room and give you money or they don’t. There’s no way to fake that. Everybody can see.

So after being humiliated on stage multiple times, not selling anything. I thought I have to master this. So I spent about two years of my life on this circuit. On the road speaking and perfecting this thing and it’s still always evolved, as you can tell from today, it keeps evolving. But initially it came from me onstage speaking and selling. So that’s kind of where it started and then it transitioned over to tele-seminars, which was awesome and then it transitioned over to webinars.

So I call it Perfect Webinar, but I almost feel like I’m cheapening it by calling it that. In fact, in the book I’m trying a different name for it. It’ll still have the word perfect in it though, because it is perfect. Don’t screw it up. The Perfect Webinar, we’ve done it on stage, teleseminars, webinars. So a little while ago I wanted to see, “I wonder if this work in sales videos?” so I did a couple of sales videos. We did one in our market. We did Funnel University, we did it as a sales video. I just created one for Have It All Moms, which is a weight loss product we’re part of. A couple of other places, and guess what? It worked as a sales video script. In fact, I think it’s superior to any other script ever.

In the DotCom Secrets book I call it, star, story, solution, but it’s not as good as Perfect Webinar. I gotta think of a name because you don’t want to be like, “Here’s my VSL webinar.” No. so obviously VSL is truncated, it’s shorter, stories are faster, but it’s the same pitch. Identical, in fact you’ll be able to see those soon. The Funnel University one’s a longer one. It’s almost like a real webinar. But I’ve done ones on Facebook Live that are shorter. I’ve done ones, Have It All Moms is about a 25 minute video I think. It’s compressed but it’s the same process.

You take them through, what’s the one big domino? What’s the vehicle? What’s the internal believe? What’s the external belief? Move them through the stack and create an irresistible offer. So that’s kind of how it works.

Yesterday, one of the guys showed me that he did a whole product launch, kind of like a product launch but not really. He didn’t want to go create a whole webinar because he’s like, “If I do a webinar and it’s 2 hours long, and I do it and people don’t buy, I don’t know what spot kept them from buying. I didn’t know, so I didn’t want to do a webinar until I figured it out.” So what he did, it’s John Hutchinson by the way, he’s a super cool dude in the financial market. So he went and recorded a video of each thing, so the intro and a video of secret one, secret two, secret three stack, and then close. Then he made it, I’d say a product launch, but it’s not really a product launch.

But he drove people to the first video and they watched it and then on the video it’s like, “click here to go to the next page.” Or “see video number two”. Clicks there, boom takes them now to secret number one, then click to secret two and secret three and then click to close. So what he did, he was watching what happens between video one and video two. Video two and video three. So he could see, where’s the drop off point? What is not inspireing people to go to the next step?

What’s interesting is the transition from video one to video two and video two to video three sucked and three to four, four to five and five to close were amazing. So he’s like, I know the last two thirds of my webinar is flawless but the first third is boring people because they are not progressing at a high enough rate. So he’s going back now and tweaking those things. He’ll keep testing it and eventually turn it into a webinar.

But I thought that was really smart, really intelligent way to think about things and look at things. And while he’s doing that, all the sudden I had this thought. Some of you guys may know this, some of my emails recently have been super long. I hired this dude named Levi and what we’re doing is, when I write emails and I write them out, I don’t know why I hate writing email copy. And I had these cool storied, but I get annoyed writing copy so I just truncate them so they’re not cool. So I hired this guy Levi and I vox him an email. So I’ll send him a ten or fifteen minute vox, he transcribes it, tweaks it, cleans it up and turns into an email, throws it in the auto responder, I read it, make a couple of tweaks, re-read it and click send, which is why I’ve had a whole bunch of these 2,000, 3,000 word emails that are converting like crazy.

Just telling stories, the way I would tell a story if I was talking in person. I thought what if, what if I did the Perfect Webinar as an email sequence? Email number one is addressing the big domino and telling my first epiphany bridge story. Email number two was secret one. Email three, secret two. Blah, blah, blah. Like that. And I was like, “Holy crap this is the perfect webinar in a five day email sequence. This could be as good, if not better than even actually doing the actual webinar.” How insane is that?

So what I’m going to do, I’m going to test this either next week, or the week after. I’m not sure when. I will try to return and report my results to you, but basically I’m going to vox Levi all of the emails in a five email sequence that goes through the perfect webinar and send them out and we’re going to see what happens. My thought is it’s going to be amazing. So I’ll find out, and I’ll report back to you.

The moral of this story is that this perfect webinar script, as perfect as it is for webinars, is the perfect selling script. The perfect selling system, the best way to create and present a pitch or an offer since the history of mankind. I don’t want to take the credit for rediscovering how sales should work, but I’m going to take credit for it right now. Just kidding.

It’s funny, I was trying to hire all these researchers to go and figure out who was the fastest growing non-VC backed SASS platform in the history of the world, and I realized there’s no way to test that because if they’re not VC backed they don’t have to report the numbers so there’s no way to know. I have to realize that I think I am the number one and if I’m not, someone should come challenge me. But I’m going to just tell everyone that I am from now until the rest of time. So if you guys wonder what Clickfunnels is, it’s the fastest growing non-VC backed SASS company in the history of the world. And I’m sticking to that until somebody proves me wrong, because I’m pretty dang sure I’m right.

Same thing with this. I’m going to call this the greatest sales something, something……..nothing cool yet. I’m going to think on that. If any of you guys have an idea, shoot it over to me because I honestly wouldn’t……when I was putting this together, Steven Larsen on our team was like, “this redefines how sales as a whole should be done forever.” I was like, “holy crap, it is.” It’s so amazing. I’m excited for it. I’m proud of it.

I cannot wait for you guys to have the Expert Secrets book, but until then go to perfectwebinarsecrets.com, go get the script. It’s $4.95 shipping and handling. It’s free. I think we order form bump the power point slides, which I know that 47% of you will take that, because it’s the greatest up-sell order form bump I’ve ever had. So thanks for that. But you’ll get the power point keynote slides, so you can just rebuild your webinar quickly.

Then there’s an up-sell where we did a three day event on a perfect webinar. I’d recommend getting that too because in that course, at one of our Ignite events I had 100 people in the room and I actually did the perfect webinar live on stage with an audience. We made like $30 grand and everyone watched me do it live and it was super, kind of intimidating and scary. But that whole video’s in there of me doing it. So you can see not only me doing the pitch, but see from how I stand, how I actually deliver it. All that kind of stuff. I hope it helps.

Anyway, I’m at the event center. I gotta bounce. I am one minute early. That’s actually not too shabby. Appreciate you all and we will talk to you guys all again soon.

It looks like my email yesterday struck a chord with a few of you…

On this episode Russell talks about his juicing diet that he and his team are doing for one of his Inner Circle members. He also talks about why he has decided to shut down his Ignite Program.

Here are a few things to listen for in today’s episode:

• Russell explains why he is shutting down his Ignite program.
• Why he is only focusing on his Inner Circle program and how many people he is letting join.
• And how you can sign up to be a part of the Inner Circle and why you should.

So listen below to find out how you can be a part of Russell’s Inner Circle.

---Transcript---

Hey, everybody. This is Russell Brunson, and welcome to “Marketing in Your Car.” All right, everybody. Hope you’re having an amazing day today. I’m heading in to the office and we have sun shining. It’s beautiful. I think it’s still cold, but the sun’s up, so it makes you feel like you’re … Makes you feel better, so that’s exciting.

Anyway, I’m really excited for today. We actually started a company-wide juice fast yesterday, so one of our … We have a new person named G from over in London. When I was in London I met her, and then she joined the Inner Circle, and she’s working on a juice cleanse product and a bunch of stuff like that.

I was like, “Basically, we needed some results,” and she’s like, “Well, I’ve got a lot of people I’ve done it for, but I don’t have any videos.” I’m like, “All right. I’m going to drop everything on this side. I’m going to get my entire company to do it, and we’re going to become your testimonials.” It’s kind of cool. Everyone, this week, is on a week-long juice fast and documenting the process and creating cool video content for her, for her new upcoming launch, which will be fun.

Just one of the fun things we do for our Inner Circle members that’s cool. Anyway, day one was actually really fun. It was interesting. I do weird stuff all the time, as you guys know if you’ve listened to this podcast for any amount of time. I’m drinking and eating and trying all sorts of weird stuff. I actually really enjoy juicing.

When I juice, typically it’s hardcore. I don’t put any fruits or berries or those wussy things that make them taste good. I just go straight for the hardcore. I’m using cucumber, fennel, celery, and some lime for some taste and that’s what I drink. Most people think it’s disgusting but I love it. It’s glowing green, so you drink it … I feel like I’m drinking ooze from Ninja Turtles. I feel my whole body just, boom, exploding with alkalinity and power and energy.

Yeah, it doesn’t taste that good. It doesn’t taste bad, and in fact I like it a lot. I’ve become very accustomed to that, so I like it. If I give that to the average person the first time, they’d just be like … It’s like it’s a kick in the face or something. Is someone honking at me? I don’t even know. Anyway, that’s what we’re … I feel like someone’s honking at me but I can’t figure out who. I like pretty strange stuff. My taste buds are acquired to weirdness because of it.

Most of them aren’t, so we have this place called Tree City here in Boise and so I paid for a week of juicing, so they’re going in and we grab … Basically they give you six bottles of juice you drink all day. There’s one that’s called the Vitarrific, which is pure greens and ginger and really strong, which I think is awesome, but most everyone in the office is gagging on it and trying to keep it down. It’s pretty funny. Then there’s a coconut one, there’s one called CAB, which is carrot, apple, beet, which is really good. There’s coconut, there’s almond milk. Anyway, it’s really, really good.

Yesterday was fun. I was drinking them thinking it was like drinking candy and most of these guys are dry heaving. They’re in the bathroom every five minutes. It was awesome. Anyway, I love putting my team through crazy stuff like that when I can. That’s what we’re doing over here.

Yesterday I sent out something that got a lot more attention than I thought. A lot of you guys know for the last two or three years we’ve been running two coaching programs, our Ignite program and also our Inner Circle program. As they’ve grown way bigger than I ever had initially thought or hoped … Initially we thought we were going to get maybe fifty people in Ignite and twenty-five in Inner Circle, but it’s grown to the point where we’ve got almost two hundred in Ignite and Inner Circle now we’re about seventy, which is crazy.

The other thing I’m looking at is how much time it’s taking from me, and it’s just been really hard as it keeps on growing. My thought was, “Do we keep growing it? Do I shift focus from other things to just keep expanding this, or do we change it and shrink it?” With ClickFunnels growing as amazingly as it has, it doesn’t make sense for me to keep adding more things on that side.

We actually, yesterday, announced that we’re shutting down our Ignite program. Everyone who’s in, we’re going to continue to fulfill over the next twelve months of their contract. We’re just not allowing anybody new into the Ignite program. That’s happened on that side, which means those hundred and eighty people, there’s nowhere else for them to go now.

On the Inner Circle side, again, we’re at seventy-something people. I thought, “You know what? I think realistically I could run three groups.” I really enjoy running those groups. It’s the coolest entrepreneurs. People get such big results. Everyone who’s in those groups are doers who are having success. We basically got two and almost two and a half groups filled up.

I sent an e-mail yesterday saying when the third group’s filled, it’s done. I’m locking the doors, and the only way we’ll ever let people into the Inner Circle again is if someone drops out. As you guys probably know, it’s not a cheap program. It’s twenty-five grand a year. What’s cool is that most of our people, after the year’s up, have been re-signing up, which just makes me feel awesome, obviously.

I’ve been trying my best to serve everyone at the best level I can and it just means a lot to me when people do come back. That’s what’s been happening. Yesterday I sent an e-mail saying I think it’s seventy-four are filled, so that means there’s twenty-six spots left. Within an hour we had over a hundred applications, which was awesome. Randy and Derek on my side are going like crazy today, trying to get back to everyone and get in touch with them. I’m pretty sure those spots are going to sell out really, really quick.

If you’re listening to this, listening today and you’re interested, this is the last shot. Every year I join a Mastermind group. You need to be in one. Ideally you should be in mine if you can. I hate to be … Obviously I’m biased, but I’ve been in probably eight or nine different groups and ours is by far the best, for a couple reasons.

First off, the facilitator’s pretty sweet. I know him, he’s a good guy. Second off, just the quality people we have has been amazing. It’s such a huge honor for me that that is the group we’ve put together. It gives you guys, if you’re in there, the ability to be surrounded with just amazing, amazing people.

Other masterminds that I’ve been in, usually I come in and I’m the smartest dude in the room, which I hate that, because it’s just … I feel like I’m the one facilitating the whole time, where this time, in our groups, I honestly feel … There’s times I sit back and I’m like, “I can’t believe I’m getting paid to be part of this, just to be in this room. I’m learning so much from everybody else.” It’s just a huge honor for me.

If you’re going to be in one … Again, everyone should be in at least one a year, otherwise you’re crazy. If you want to be in ours, now’s the time to get in there. All you have to do is go to RussellBrunson.com. Yep, I changed it over to RussellBrunson.com, so that when people ask … I was always telling them this long URL before. Now, if you’re interested, go to RussellBrunson.com and you can apply there. I would apply in … There’s a phone number on the thank you page. If you’re serious, call that number, because they got insane amounts of apps.

If you’re listening to this six months or a year down the road, I would still go through the process, even if we’re sold out. I might guess that each month, one or two spots will open up for people who have … Their year’s up and for whatever reason they don’t renew. The only way to get in is to be on that waiting list. That’d be the other thing, if you’re later on down the road. That’s what’s happening.

It’s interesting. I look at my business, my life. I really… The only thing that I want to be doing is obviously ClickFunnels, I want to focus eighty percent of my time there. I want to work really close with a hundred entrepreneurs, which is the Inner Circle. Then I want to be working on my own little things. That’s what I’m doing now and it’s pretty exciting. Anyway, I’m definitely, definitely excited for it. I’m excited to meet the last twenty-six people who enter into the Inner Circle. Our first meeting’s coming up in January and it’ll just be fun to get to know a new group of people.

Yeah, so I’m excited. We have a couple other really cool announcements coming up. I can tell you guys because it’s official now. I can’t remember if I told you guys yet or not, but we’ve got the signed contract, we’ve paid the down payment. For Funnel Hacking LIVE Event, Marcus Lemonis from “The Profit” is coming to speak, which is so exciting. That’s pretty cool. We’ll have more info on that hopefully next week or so. That’s just something I’m fired up about, as you can tell. Yeah, it’s pretty exciting.

With that said, I don’t have too much more for you guys. I just wanted to let you know that that’s what’s happening with my coaching stuff. People were freaking out, like, “Are you really retiring?” I’m like, “Well, kind of. Not retiring, but retiring from Ignite program, and Inner Circle we’re just locking it down. A hundred people will be in at a time, and that’s it.”

One of the other Masterminds I joined was supposed to be a small group, and it ended up getting a hundred people. Instead of breaking it up and doing the actual work, they just bundled everyone into one big group. I was at a Mastermind meeting with a hundred people, and I’m like, “You can’t, in two days, effectively work a hundred people in a group.” Our sweet spot’s about thirty-five people, so that’s basically how we have it broken up.

There’s three different groups. We meet thirty-five at a time, and we can actually get some work done and do some cool things in that kind of a format. That’s how we run ours. What else, what else? I think that’s it, you guys. I’m almost at the office. If you haven’t applied yet, go apply. RussellBrunson.com. If you’re already in the Inner Circle, then you’re in. Congratulations. You’ve locked it in. Don’t let your spot slip away to somebody else.

Anyway, that’s about it for today, you guys. Have an amazing day. I’m excited to go try to take over the world in my little way. Hopefully you’re doing the same thing as well, and we will talk again soon. Bye.

Yes… this is the last one ever :( BUT… don’t worry, something even COOLER is about to start!

On this final episode of Marketing In Your Car, Russell announces that there will be no more episodes, but that the podcast is re-branding as Marketing Secrets podcast.

Here are some cool things to listen for in this episode:

• Why Russell decided to re-brand the podcast and how he obtained the new name.
• Where you can find the new podcast, Marketing Secrets, and what to expect.

So listen below and don’t forget to subscribe to the new podcast at marketingsecrets.com

---Transcript---

What’s up everybody? This is Russell Brunson, I want to welcome you guys to the last, this is kind of a bittersweet moment. But this is the last, officially, last ever Marketing In Your Car. Oh, that makes me kind of sad. But with every death comes a new rebirth, at least I think that’s what they say. If not, they should say it, I’ll probably start saying it. It’s kind of cool actually.

So the end of Marketing In Your Car, it is the end. I’ve been doing this now for 3 or 4 years, and I love it and I’ve got a lot of you guys listening on, but I’ve wanted to kind of do a re-branding of it for a long time, but I didn’t have the right name, the right thing, the right hook, the right something that was amazing. And if you can’t do something amazing, then why do it? That’s kind of my thought. And then the other day, my friend John Reese, he posted something, that he was selling one of his domains. It was a domain back from when I got started, I remember it was a blog he had and it was called Marketingsecrets.com. I was like, “Oh my gosh, Marketing Secrets is so cool.” I know that every product either is something secrets, or hacker. But for whatever reason, those two words I love and I wanted this one.

I did a deal with him and now I own marketingsecrets.com and this podcast is now being re-branded as Marketingsecrets.com. Isn’t that cool. So the real reason is Marketing In Your Car, I know for all you guys that hang out with me, this is a cool thing, but when you see it in iTunes store, it seems kind of childish. Maybe not childish, because I’m a cool childish, but it doesn’t seem like, non of that mass appeal that I really wanted, and marketingsecrets.com does. It’s so cool and exciting.

So a couple of cool things we’re going to do. First off, I have a new iTunes cover we’ll be posting on Monday, so next time you look at your phone you’ll see this new thing and be like, “Wait, what is that.” It’s got my face on it because I wanted you guys to know what I look like, so there you. It says Marketing Secrets on it, if you go to marketingsecrets.com it has places to subscribe, all those kind of things like that. Plus all the posted episodes, plus the other cool thing we’re going to do, instead of just doing the audio like this right now. I’m going to start doing it as a video and post the videos on marketingsecrets.com as well. So some of you guys that like video can check it out there too. So that’s kind of what’s happening.

Anyway, I have a Facebook Live starting in two minutes, but I wanted to jump on real quick and give you guys a heads up of what’s happening, what the changes are, so you’re not freaking out next week when you see the new stuff, but you’re more excited. So Marketing Secrets Podcast is the new name that this show will be known for. We’ve got a new intro that’s so cool. I’ve never been proud of my Marketing In Your Car intros, I’m not going to lie. This one, Steven Larsen spent like 2 days working on the audio to make it awesome. The script is like a very big us versus them, sticking it to the man. So all of us marketers who don’t cheat, can all be part of that, which is exciting.

I’m at the office, because my Facebook Live starts in one minute. So I’m running while I finish this one. But it’s exciting, so look Monday for Marketing Secrets podcast, same feed, same everything, nothing has changed. But you’ll see new icons, new things. I think I’m going to start doing each episode as “Secret number one” boom, “Secret number two” so it’ll be kind of cool that way too. All the old back archives will stay and remain forever, because I don’t know, maybe someone wants to listen to me someday, that’s kind of cool.  So they will be there forever.

And that’s about it. Okay I’m about to run into the office, but one last thing for you guys to know, is if you haven’t started…….yeah, I’m super late huh. Alright, I’m running, so the last thing that I would make sure, if you haven’t seen the new show, if you go to funnelhacker.tv, we’ve got two episodes that have been live so far and we’re doing three episodes a week of that show, and it’s been amazing. So go check out funnelhacker.tv and I’ll to you on Monday, bye everybody.

Early morning, sleep deprived ramblings, the morning of product launch day.

On today’s episode Russell talks about product launches and how much work it was before Clickfunnels. He also shares what he loves and hates about product launches.

Here are some fun things in this episode:

• What Russell loves about product launches.
• Why product launches can be so difficult.
• And what one of Russell’s favorite reasons for having a deadline on a product launch is.

So listen below to hear about Russell’s love-hate relationship with product launches.

---Transcript---

Good morning everybody. It is product launch day.

Hey everyone, welcome to Marketing in Your Car. Today is product launch day. Yes, you heard me right. Today, ClickFunnels 2.0 is going live, which means it’s 6 in the morning and I’m driving to the office. I was up last night until after 1:30. I want to talk about a couple things.

First off, product launches, I forgot how hard they are. The last time I did a … well, let me rewind. My business, for a long time, for probably 5 years or so, was based off of a product launch model, which was horrible. I don’t think I realized how horrible it was until I moved to one that’s not product launch. I was like, “Wow! That’s way better.” This was our old model, is every quarter we had to launch a product. We get as many people as possible to promote for us, and we get them all on board. They all promote, we make a bunch of money, we get a whole bunch of people to join our list, and for the next three months we would have to then repay favors to everyone who promoted for us. We promote all these other things, repay favors, by the end of three months, our list was kind of dead from promoting other people’s stuff. Then lo and behold, we had to do another product launch. Everyone that we had promoted owed us favors, so they promoted.

That was the cycle. Four times a year, we’d do a product launch, and I forgot how much work it is. I forgot the stress and the headaches, and all the little things. Obviously, that was pre ClickFunnels, so now it’s way easier. Back then, it was like, I don’t know how we survived it, but we did somehow, luckily. We survived it, we thrived through it, and now we’re here. Anyway, it’s kind of interesting to me. I’m so grateful to not be in a difficult product launch business. We did a product launch earlier this year with my book, and then we’re doing this one for ClickFunnels 2.0, which is two in a year, which is way too much. I think I’m retiring from the product launch business. I’m going to be focusing on growing a company the good old fashioned way instead. We’re doing this because we can, and we think it’ll be fun. It’ll give us a big surge of energy, and customers, and excitement.

It’s kind of interesting, at our live event we promoted the dream car contest, which is exciting. We promoted Actionetics and Backpack. In that little room of 600 people, everyone was going nuts, but then the rest of the world doesn’t know what’s happening, so it’s kind of like, we needed to make some noise and get everyone else excited too. That’s kind of what this is about. This obviously isn’t like a typical product launch. It’s not just us doing a new product, it’s ClickFunnels, but now we’re also releasing Backpack and Actionetics inside of it. It’s exciting. That’s kind of what’s happening today. One secret I learned from product launches is never have your product launch go live at 9 a.m. I used to do that all the time. We’d pull all-nighters, 9 a.m.  we’d go live, and there would always be issues. We set it for 4 Eastern, that way I’ve got until 2 o’clock my time. I could go crazy, past lunch, and then we open it all up. I’ve learned that, and hopefully you guys, if you ever do product launches, that will be a good little tip for you as well.

Dang,  I had something really cool to share with you. I’m trying to remember what it is now. Well, I think it had to do with the transitioning of a company from a product launch, over to a sustainable business. I was listening to a podcast with Ryan Lee. Ryan is one of the coolest dudes. I don’t think I’ve ever really told him that, but I really just like him. Anyway, he launched his podcast called the Freedom Show. It’s really good. It’s kind of like Marketing in Your Car, just little ten minute things. Ryan is just fun. I like him a lot.

One of his guests he had on there was one of my friends, Mike Lovich. Mike was talking about a concept that I thought was kind of cool. He said that when he launched his business, he was out there trying to hustle and nobody ever promoted him. Ryan, I guess, was the first person to ever promote him. Ryan promoted him, he made some money, and he’s like, “That was house money now.” He made 2 or 3 thousand dollars. He’s like, “Now it’s the house money I’m gambling with. Then I went out, and I learned how to buy ads, do media, and do all these other things that kind of go with that.”

That was his big secret. I think about that, you know, the main reason I like product launches is because of this increased excitement and energy and surge of people caring about what you’re doing. It’s still probably one of the best ways to launch a business. It’s hard initially, because a lot of times you don’t have partners, you don’t have things like that, and it’s hard. If you really launch it, do the initial product launch with one person. If you find one person who believes in what you’re doing, pay them 100% commission, or 200%. Whatever it takes to get them engaged and involved.

Do this initial push which causes momentum. Momentum is good because, even if it’s just a little bit of momentum, one dude buys your thing, that’s momentum. That’s like, oh my gosh. Things are moving forward. Now we can start running instead of walking. There’s all this momentum that starts going forward. I think a lot of times it’s that initial surge. When you do start making money from that, the key. This is the hard part for a lot of us entrepreneurs who like to spend money on dumb things. You got to reinvest that money. There’s a point that you can take money out, but it’s not at first.

I look at our supplement business, it’s funny. People are always like, “Oh, I wish I was in the supplement business. You’re making like 20 grand a day.” I’m like, yeah but we didn’t pull money out of that business for like a year and a half. Every penny we made went back into either inventory or ads. It was kind of interesting. A business like that, you have to scale it. The time you start making a lot of money is almost when the business dies. It’s not necessarily that way. We built this one better.

The first time I ever remember seeing that, these guys were selling a website on Flippa. It was back in the acai berry days. It was a free plus shipping, scammy acai offer. They were explaining their metrics. They were like, “Yeah, the way it works, we scaled it up. We got it to the point where it’s doing 100 grand a month, or 500 grand a month,” or whatever it was. He’s like, “We’re buying media. We’re not making any money, and then we stop buying media and we just live off the recurrent as it dwindles down to nothing.” That was the whole model. At that point, they sell it on Flippa.

They were kind of showing, they’d done the cycle over and over again where basically that’s what they were doing is that you know, they got to a point where it was making half a million dollars a month but were not making any money and then they stop buying ads and then that recurring of half a million dollars a month comes in and then next month is 300 thousand and 200 thousand then 100 then 0 and they only make their money when the business is dying. Which kind of sucks, right? We won’t make money until we decide to kill our business. That’s how a lot of these guys work and Neuracel wasn’t that way. We were profitable earlier but it still took a while. It was … we weren’t able to pull money out until we decided to stop growing, if that makes sense. We got to a point where we were doing about half a million dollars a month and then we stopped growing it because we wanted to take some money out. We sat there … we could have kept growing it but then we would have had to kept reinvesting the profits in inventory and advertising.

So it’s kind of … I hate business like that where you can’t … you know where you grow and you … or where you profit when you stop growing, which isn’t much fun. I don’t know why I went on that rant. Probably because I had like 3 hours of sleep last night. It’s been thing after thing … but anyway, the moral of that story was, when you do a business, when you do a product launch, you get that momentum, is reinvest that money. Reinvest it back in and get to the point now where you can pull profits out. Make a little money, you pull it out, you just killed the goose that could lay golden eggs. All right.

Now I remembered what my moral of the story was, kind of. I think … some smart dude, I don’t know which guy it was. It was either Parato or Occam or some dude who said something famous. I would probably know this like 3 hours from now but this early, I really have no idea. But he said something and I’m sure someone out there is just shaking their head, thinking, Russell, you should know this guy’s name.

Anyway, he basically said that like when you have a task, right, all the … or you have a deadline. Somehow magically, all of the like the amount of work will grow to expand to fill that task up, right? Fill that allotted time up. It’s funny, because we have been working on this product launch forever, we had all these things pre-done like months in advance. We were … it’s just crazy. No matter what you do, at least in my experience, maybe other people are better than me, no matter what you do though, you’re always … all the stuff you have to get done for this product launch, does not get done until the second it goes live. It’s insane how that works. It’s literally insane how that works.

We spent so much time and effort testing everything and then now still we were up until 1 o’clock last night. I’m up this morning at 5. You know, and we’re testing and trying and everyone’s going to be up and then … what’s interesting and this is what’s kind of cool. As you get closer and closer to the deadline, you always have this list of all this stuff you want to get done and as you look at the clock, okay, there’s 3 hours left, there’s 2 hours left, there’s 1 hour left, there’s 30 minutes left, there’s 5 minutes left. You start cutting things. You’re like, “That can’t happen. That’s impossible. That’s impossible. Eventually come out with what’s left, which is the little pieces that basically the … you usually start trimming off all the nice to haves and you end up left with the half to haves. After the launch starts, then you go back to adding in all the other things that you try to get it finalized.

But it’s interesting is that … that’s one of my favorite reasons to have a launch is it forces you to get done all the must haves, right? And to trim out all the should haves or want to haves or whatever you want to call them. Most people … most entrepreneurs, they never get their thing live because they spend years trying to get it perfect. Like I said, if you don’t have a deadline, you don’t have something happening, somehow magically all time will get filled up with stuff that you need to get done and it just never gets done so that’s one nice thing about a deadline like this. It’s do or die. You don’t have any choice because you know, in 4 hours from now, people are promoting whether it’s live or not and if it’s not live, then they don’t promote, we just lost on huge opportunities, you know, hundreds of thousands if not millions of dollars.

Anyway, hopefully you guys got a little value out of today. If not, I apologize it’s the lack of sleep and everything that we got from the circumstances but regardless I hope that from this you got the fact that having a product launch business model is no fun but having a product launch to force you to get stuff done and to give you initial momentum, which then can be turned into cash flow and everything else you need to be able to start scaling your company in an actual growth-type business as opposed to a product launch business is good. There’s a time and a place so thank you Jeff Walker for giving us a product launch and everybody thinks that that’s a business, you’re not listening to Jeff. Anyway, I’m at the office guys. Appreciate you all. Have an awesome day. Hopefully when you watch this, ClickFunnels will be live and will be bug free or at least as close to that as humanly possible. Love you guys. Thanks everybody, have an awesome day and talk to you soon.

The forgotten power of adding Scarcity to your offers and Segmenting your lists.

---Transcript---

Hey everybody, this is Russell Brunson with DotComSecrets.com and the Marketing in Your Car podcast. I want to welcome you guys to today. It’s a beautiful day here in Boise, Idaho. I’m excited to drive to the office but I want to share with you guys something that happened yesterday.

I’ve been involved, the last 30 days have been kind of crazy in my businesses. On top of everything else, we were in a contest for this one network marketing company that we’re involved with for a Ferrari, and it’s been crazy trying to win that. Then we also launched a network marketing company called Rippln which has been going crazy, which has right now growing faster than Facebook did.

It’s been a crazy 30 days, and the month just ended for us so I’m excited to get back and start focusing on some other projects as well. Today, we’re focusing on our supplement which will be fun, but I wanted to share with you one interesting thing that I remembered last night. Back in the day, we used to do a lot of product launches.

We haven’t done a product launch in a couple of years because of the stress behind them and all the stuff that goes with a product launch, so we just kind of haven’t done them recently but I forgot that when we used to do product launches, we do the big launch. Usually they would be a seven day launch. What was interesting is we would normally sell as much product on the last day of the launch as we would on the first day.

If you looked at the graph, it’s almost like a big smiley face, tons of sales, and then it slowly dropped down in the middle of the week, and then the last day would spike back up. For the Ferrari contest, I was beating the other guys pretty well until yesterday. I think we had sold 750 copies of the product, which is pretty dang good.

That’s a lot of sales for a 30 day period of time, especially thinking in the middle of it, we spent two and a half weeks launching a network marketing company so I only had basically two weeks to even compete at the contest. Basically, we had sold a lot. I was proud. We were doing really good.

Then yesterday, the contest was ending at midnight Eastern time so the owner of the affiliate program that we’re promoting, he basically told me, “Russell, if you can get 40 more sales today, you got a pretty good shot of just winning it pretty easily.” I’m like, “Alright, we’ll try to do 40 more sales.”

We started promoting the last day. We had some scarcity obviously because the bonuses we were offering and stuff were going to disappear at midnight. We did a couple of things that were strategic that I think worked out really well for us, but when all was said and done, we sold 188 copies yesterday, yesterday alone, which still blows my mind that we sold that many.

We sold more on that by far than we did on the first day, almost first week. Scarcity played such a huge role in it, 188 copies, just blows my mind. The way we did it is basically a couple of things. I had done webinars leading up to the launch and stuff like that. I’ve been replaying those webinars.

Yesterday morning, we send an email to the entire list basically saying, “There’s 12 hours left. You got to hurry,” then we went through and started making segments of our list. We looked at the webinar. We had about 4300 people that registered for the webinar. We took that list and scrubbed out everybody who had already purchased.

That dropped it down to 3500 people, whatever it was. Then we looked at those who had attended the webinar but didn’t buy it, and those who had not attended and didn’t buy. I went through and actually made a personal video for each of those segments saying, “Hey, this is Russell and I noticed you registered for the webinar but for some reason, you didn’t show up,” and then made one that said, “I saw you registered for the webinar, you were even on it, but for some reason, you didn’t buy.”

I made these personal videos. Then I sent it to each of those segments with about six hours left, saying, “There’s six hours left. I made a personal video that’s important for you to go watch, so go watch it.” Boom, that video went through again that aspect of it to help close people. We used that.

Then I did a two-hour warning just to everybody who had registered for the webinar. I knew that I didn’t want to email my whole list again but those 4200 people were the people that were the most interested out of everybody. We sent our two-hour warning right before, and said, “Two hours left, you got to hurry.”

That last two hours, we sold 80 just in the last two hours alone. Then it closed down. It was just a shock to me how, we always talk about having scarcity in your offers but having scarcity when you orchestrate it correctly and you do it right can sell so much product so quickly, that fear of loss people have is such a big thing. Fear of loss, I talked about this before, not on a podcast but a seminar, talking about my kids, how when I try to get my kids to come to dinner.

I’m like, “Come to dinner,” and they just lay there, and nothing you can do to get them off the floor, get them from whatever activity they’re doing to come and eat dinner except for one thing. If I come back and I tell my kids like Bowen, “Bowen, Ellie is eating your dinner,” boom, he jumps up and sprints and runs in because that fear of loss is the biggest driving force for little kids. It is for us too.

My message for today is just to think about that. Think about fear of loss and scarcity, and how you could add that to your business. I almost think it’s intelligent to pull your products off the market once a month just so you could have a fear of loss. With the Rippln launch, I talked to Brian the owner about this.

I said, right now, they’re in this NDA phase. It’s all this prelaunch stuff but I was like, “If we, a week before launch, if we shut it down and just said nobody gets any NDAs for seven days, and let them know that a week in advance or two days in advance, ‘Hey, we’re going to shut this down and you’re not going to get any NDAs until actual launch day,’ that two day prior, I guarantee will be 50% of the growth of the entire company because of that fear of loss, again, I need to get this now, because in two days from now, I won’t be able to lock anybody in.”

It’s just interesting. Think about different ways you can use that, whether it be sales, whether it be bonuses or value adds, or upsells, or whatever it is. If you can think about different ways to increase that fear of loss in what you’re doing, it will do big things for you. That is my message for today. I’m at the office now. I hope you guys have an awesome day today. Have fun working on your businesses.

If you are enjoying these podcasts at all, please go to the iTunes store. If you just go to MarketingInYourCar.com, it will redirect you to the iTunes place. Please leave us some feedback. We’d love to get some more ratings and reviews in there. It would be fun. I appreciate you guys, and we’ll talk to you all tomorrow.

An observation on people’s webinars who aren’t having the success that they want.

On this episode Russell talks about The Perfect Webinar and how people get confused about not teaching and goes over what you need to do.

Here are some interesting things in this episode:

• How much money Russell is hoping to make this weekend at a seminar.
• And why you should be teaching the “What” and selling the “How”.

So listen below if you are struggling with The Perfect Webinar, this might be why.

---Transcript---

Good morning everybody, this is Russell. I’m out riding my bike to the office because today is a beautiful day. I hope the wind’s not too loud. Anyway, there’s a huge hot air balloon out in the sky. This is a sign that it’s going to be an amazing day, it’s gotta be.

And then this morning I woke up at 5:00, which was awesome, I got three hours worth of stuff done, well probably two and a half hours before the kids were up. I’m feeling good and excited for today. This whole week is going to be amazing. This weekend I’m flying out to speak to Grant Cardone’s audience, teach those guys about some funnels, which is going to be so much fun. In fact, I’m going to fly for forever, by I fly Friday all day, I land and speak Saturday morning and fly home Saturday night. So twenty four hours, less than twenty four hours and hopefully we’ll go and you it’s kind of funny, I used to be a public speaker. I was doing that and that was my job, my gig, my thing.

I would figure out how much money I would make per attendee, then I’d be like okay, so based on this means I’m going to make x. For example this weekend Grant said there’s 2100 people in the room, if that’s true and his people, how do I say this nicely? They are funnel beginners, I’ll say funnel beginners for recorded history. My guess is if I screw it up, I should close 30% of the room. If I do awesome, it should be 50%. So let’s say 30%, let’s say there’s 2000, I’m not that good at numbers, especially while riding a bike.

So that means 30% would be 600 people, what I sell from the stage is 2 grand, so 600 would be 1.2 million and then I get to keep half of that. So I would bring home 600k. So basically I’m flying across the country to go pick up a check for $600k and I’ll be back in 24 hours. Isn’t that exciting? I’m excited for it, and hopefully I’ll close more than 30%.  I’m hoping 50%, so we will see, but I’m excited.

It’s funny, because I’m not allowed to share how much we spent to get Tony Robbins to come, Marcus, all those guys out it in their contract and I’m not allowed to say, but it’s a lot. Somewhere between, on the low end 70-80 thousand, to the high end, over a quarter of a million bucks and beyond. Those guys are like famous people, so I’m not famous, but I know how to sell, so my check is actually bigger than them.

It’s funny, one of my first speaking mentors is John Childers, he used to talk about that, “I’m not famous but I make 10x of what Norm Schwartzkopf makes on a speech because I know how to sell from the stage.” I always thought that was cool. It’s really cool now, looking and being like dang, that actually happens now.

I wanted to share something with you guys today because I think it’s so tough and you learn this as you keep doing it. So Perfect Webinar, dang I’m out of shape. I’m just moving my feet barely. I should not be this tired, but it is freezing cold out here. My fingers are red and numb. Anyway, what was I going to say? Oh yeah.

So as I’ve been teaching this, the biggest thing how to get people to break, everyone was in teaching mode, and so they teach for the whole webinar and they’re not making any sales or very few sales. I was like no, the content of the webinar is not about teaching, it’s about using stories to break false belief patterns and rebuild them. So people are shifting that singular, and crushing it. For example, I’m not sure if I’m allowed to brag about this, I’ll do it anyway. So Brandon and Kaelin in the Inner Circle, who are amazing, I’ve talked about them a bunch. They joined Inner Circle a year ago. They did 80,000 dollars that month. It’s been now, almost a year, and this month they did a million dollars in a month. Which is nuts and insane and amazing. They’re amazing. So fun to watch them.

So some of you will get it and just crush it. Someone will get it sometimes and forget other times, but one of the big things, mistakes people are making is they shift all 100% to belief breaking and they tell a story but they’re not teaching anything. They’re like, “Well you said not to teach.” I’m like, “I said not to teach, but if you look at the epiphany bridge script, which you guys get more access when the Expert Secrets book comes out, but I’m walking through my epiphany, you hear the back story, the internal and external fears, and from there, you go on this journey and you have an epiphany, and from there you create a plan. So what is the plan? The plan is this what. What am I going to do? So first I’m going to try this and then this, and you walk people through what the plan was. Then in the plan you hit conflict, which causes emotions. You talk about the conflict, the issues that came up. Then you got the resolution and you have the resolution of the external and the internal.” So that’s like the process. But when I’m talking about the plan, I’m talking about, I’m going through it step by step. This is me teaching. I’m showing this is my plan. This is what I did. Step one I did this, step two…..so you’re showing the “what”. You’re not going into the “how”, but you’re showing the “what” when you’re showing the plan.

I can get people a plan, “Here’s the plan. You gotta build the funnel.” But they still gotta invest because they gotta understand the “How”. But I gotta give them the what. That gets them inspired, they see, “Oh my gosh, that’s going to make people feel like they’re learning” When they see the “what”, and then when you sell, it’s the how.

So I just wanted to kind of throw it out there in case anyone’s like, “I’m doing what Russell said, I’m not teaching anything.” I’m like, “No, it’s not that you’re not teaching anything. You’re doing it through story, with the goal of breaking the belief pattern and then when you’re walking people through the plan, that’s where you’re doing the teaching of the “What” not the “how”. When you understand that part, that’s what makes it crush it.

So I hope that helps, but I’m at the office. Not too bad, about a 5 minute bike ride from my house. Good to know now. Anyway, appreciate you all for listening. Have a great day, great week. And if any of you guys are going to be at Grant Cardone’s seminar, come say hi and please, please wear one of your funnel hacker t-shirts. Funnel Hacker, It’s a cult, we’re not confusion soft, any one you got, make sure to wear it. With that said, I’ll talk to you all again soon.

My reasoning behind my recent investment.

On today’s episode Russell talks about being in Scottsdale, Arizona for a $100k Mastermind group. He talks about how he can justify spending so much money and how he believes it will help his business.

Here are a few things you should listen for in this episode:

• What $100k Mastermind group Russell joined and why he thinks he needs to invest that kind of money in others, so that people will invest in him.
• How he thinks this Mastermind group will teach him to think differently and how that will help Clickfunnels grow.
• And what Clickfunnels goal for growth is this year and next year and why it’s so ambitious.

So listen below to find out why Russell is spending $100k to be a part of this Mastermind Group.

---Transcript---

Hey everyone, this is Russell Brunson and welcome to Marketing In Your Hotel Room. There’s a weird echo. That is why…..I think yesterday I did one from my house. We’re not even in a car anymore, we should change the title of this thing if we’re going to keep this pattern down. Just kidding.

I’m here tonight because I am actually in Scottsdale, Arizona and I’ve had a bunch of people asking me why I’m here, second off, more specifically why am I here? Because I recently joined a part of…..I mean, I’ve been in mastermind groups a lot for ten years now. And I joined Bill Glazer’s back when my business was floundering and I didn’t realize how much it cost to join the mastermind group, all I knew was that I’d gotten some Dan Kennedy cd’s in the mail that were Dan Kennedy talking about his platinum group and I listened to them and it was the most amazing conversation I’d ever heard. So I was like “Holy cow I just wanna be in that room.”

So I called up GKIC the company at the time, I said, “Hey I want to be in Dan’s platinum group. I heard about it and I wanna be in it.” They’re like, “Sorry, it’s sold out for three years.” I’m like, “No I need to be in it.” They’re like, “Sorry.” We keep going back and forth and finally after I bugged them enough, I had a friend on the inside who got me in. And they said, “You’re accepted fine. Here’s the money.” And they sent me the order form and I didn’t realize it, I thought maybe it was 5 grand or something but it was $25 thousand. I was like, “Goll!” So I didn’t have that money, but I didn’t want to tell that after I bragged about how cool I was to get into the group that I couldn’t afford. So I just did it.

And I jumped right in and went to my first event and I thought it was Dan Kennedy’s mastermind group, and I got there and Dan Kennedy was nowhere to be seen. There was this old guy in the back, who later became one of my first real mentor. His name was Bill Glazer and he’s someone I love and respect a ton. He’s like my marketing dad. And he was in the room and I didn’t know what to expect when I sat down, and it was my first mastermind. The experience at first it confused me and then it transformed me.

For the next six years I was in that mastermind group and it went from having a tiny business to making a million dollars a year to making ten million dollars a year to losing it all and then growing it back up. Kind of this huge cycle of my life, it was awesome. Then Bill sold the company and I decided to not keep going to it. I was looking for other mastermind groups, and I joined a couple other ones. I won’t mention their names because none of them were that awesome. I plugged in and there were pieces that were good and people that were good, but it was just never home for me. So I tried a couple of times and just didn’t have any luck.

Finally I was like, “you know what? If I’m going to do this, I need to create it. I don’t think there’s anyone who’s created what I wanted. So that’s when I created my Inner Circle which has become amazing. As you know, last month, or this month, we did 8 days of meetings that were a hundred people in the Inner Circle. We have 4 groups of 25 and it’s just amazing. I facilitate mine very similar to how Bill Glazer used to facilitate his. Although at this meeting, the last meeting we had, Garrett White came and added some really cool things, we’re going to start adding to our meetings. So it was really awesome.

So it’s been really, really good but at the same time it’s really hard. When it’s your event you have to be on the whole time. You don’t get to sit back and just be there. So I kind of miss that. And I was hoping and looking and joined a couple other programs, and I even…..and I’ll say this now. I joined Joe Polishes 25k group, and if I’m completely honest the networking was amazing. I would say the networking is second to none. But I didn’t get what I…..what I want a mastermind for is different. Networking is good, but that’s not why I’m there.

I’m there because I’m trying to learn in a different plane, different level, different vibration, whatever you want to call it. Learn on a different level and I never got that in 25k. So I wasn’t planning on renewing and then I was there, they offered this 100 thousand dollar thing, so I thought about it for 5 seconds and I said I’m in.

A couple reasons why and I want to share them with you because hopefully it will help you understand why I’m here and hopefully it will give you guys permission to invest back into yourselves. The first reason is Joe Polish is running it with Dean Graziosi. Dean has been on more successful infomercials, has done more successful infomercials than anyone I have ever met. And he’s done it with books in the financial space, which is “hey, by the way, I have a book coming out in financial” or the how to make money space. Similar.

Part of me wants to do an infomercial or a radio deal and he’s been crazy successful in infomercials and radio and events and a bunch of things that is in the avenue of business I’m a part of, so that gets me excited. Second Joe Polish is one of the best network connectors I have ever met in my life. And I didn’t want to lose….I wasn’t planning on rejoining 25k because I didn’t get what I was looking for out of it. But I didn’t want to lose that relationship with Joe because there’s a lot of value there. He’s super cool, and super connected to everybody on planet Earth.

So I was like, I don’t want to lose that relationship and this could be the ability to have that at a higher level. Third thing is that, you know ever since me and other people have 25 thousand dollar group, a lot of people have them and a lot of people get into them. Joe’s is, I know other people have done it, but he was one of the first pones that’s done 100k group. And I thought the people signed up to do a 100k is typically a different caliber of people. Those that can write a check for 100k is a different caliber of person. So it’s going to get me the ability to be in the room with people at a higher level and hopefully plug in and find out the next two days what we get. Hopefully they have some different ideas and different things that are thinking different levels that I typically do. That’s what I’m really excited for, that piece of it.

Then I’m trying to think of the reasons. I know the last one. The last one is one that hopefully will be good for you guys. The last one is because I’ve thought about doing a 100k group before. I don’t know if I will or wont, I have no idea. I’ve thought about it but I was like I can’t ask somebody to give me 100 thousand dollars, if I haven’t given somebody 100 thousand dollars. There’s something about that. After Bill Glazier took my 25 thousand dollars happily I decided I wanted a mastermind group and I sent out an email while I was at the first mastermind group and I got 30 applications and I launched my first mastermind.

Because I’d spent 25 thousand dollars I felt like I had permission to do that. Justin and Tara Williams, when they joined my Inner Circle the first time, they had a $2,000 product, and I think the very first meeting, we were all like,  “You should launch a $25 thousand program.” And I think it was partly because they had done it, they had paid 25 grand, second off, they got permission from all of us and they went and did it. I think they said, I can’t remember the number, but it was like 18 people paid them $25k off the first promotion. They didn’t even have a sales team in place. They just sent some emails and took credit cards, which is nuts. It’s so cool.

But it gave them, the best part, we gave them permission. I think it’s funny how sometimes we’re not congruent with ourselves. We want to ask people to buy stuff, but then we don’t buy things. I have friends who pirate everything. They don’t pay for videos or movies or games or anything. So they’re basically stealing everything and then they’re trying to sell people their products. There’s some kind of incongruence there that, I don’t think it’s possible. I’m sure it’s possible for some people.

I have a friend, there’s this pirating website, and I don’t know the call but, where you can get basically every internet marketing course known to man is on it. You have to have a secret login and then you can download…kind of like Napster back in the day, but it’s kind of like internet marketing Napster. Every product ever is on there.

I had a friend that was on that site and he was downloading everybody’s products and courses and going through them. And he told me that for 5 or 6 years he never made money online, despite the fact he had every course known to man. Then one day he woke up he realized that, “If I’m going to ask people for money, and I’m not willing to pay money then I’m a bad person and I’m not going to be successful. I canceled my membership to the account, deleted the account  and then started buying people’s things. And just by the nature of me no longer stealing and actually investing, people were more willing to invest in me. I grew a company and business because of it.”

So another big part for me is just that. I should be able to invest something like this so that when if I ever someone for 100 thousand dollars, I’m not going to be freaking out because I’ll know, was it worth it for me? I’m going to create something that will be worth it for them. Those are the best couple of reasons. So that is why I joined the 100k group, that’s why I’m here. I’m going to be here the next two days and I’m excited to see what I get, what I learn, if I get any big aha takeaways, I’ll come back and report and share with you the good stuff.

But it’s also good to just step away, I’m so much in the heat of business for a long time, it’ll be nice to sit back and be able to think. That’s what’s happening. That’s why I’m in Scottsdale and that’s why I invested that much money. Hopefully the fruits of this will be good. I’m going to be speaking to the group actually tomorrow about some ninja funnel stuff, which will be really cool.

My real goal of this, some of you guys know, Clickfunnels we just passed 23 thousand active customers, maybe more than that now. We’re trying to get to 30 thousand by the end of the year. We’re getting close. We’re pressing a little. We got a big campaign in December, those things should hit it. And then next year we’re trying to get to 100 thousand. It’s a more than 3x leap, which companies don’t do that. Especially now with DC capital. We did, we set a goal, a big hairy audacious goal.

Anyway, we set the big goal and that’s what we’re trying to do next year. If I’m going to do that I gotta think different. I gotta look at things differently and have a strategy going into it. Some of the people in this room I think are going to be key to that strategy actually  working. We will find out what I will know soon. That’s the game plan. Appreciate you guys, I’m going to go to bed, because I’ll be busy tomorrow and I need to get some rest. Appreciate you all. Thanks for listening and now it’s time for you to go join a 100k group, or 25k group, or 10k or whatever it is for you. Because that investment will somehow magically give you the ability to let people invest in you too. I don’t know how it works, but it does. There you go. Alright you guys, appreciate you all. Have a good night, talk to you all tomorrow.

A glimpse behind the scenes of our new offer that we’re rolling next week.

On this foggy episode Russell talks about the rebirth of the continuity program, and why he thinks the continuity program is so valuable. He also discusses Funnel University and why it’s unique.

Here are 3 fun things in today’s episode:

• Why Russell thinks he will see tons of other continuity programs popping up in the next few months.
• Why Russell is also bringing back the video sales letter.
• And what Russell sees as his role on the internet right now.

So listen below to get excited about Funnel University, continuity programs, and video sales letters.

---Transcript---

Good morning, everybody. Welcome to a foggy Marketing In Your Car. Alright, so I’m driving through the fog right now. It reminds me of, have you guys all seen, what’s it called, Rudolph the Red nosed Reindeer, the old clay-mation one. Where Yukon Cornelius and them are running away from the abominable snowman and they’re going through the fog, and he’s like, “this fog is as thick as pea soup.” Anyway, this feels like today, we’re going through pea soup, I can barely see the stop lights in front of me. But it’ll be fun, so that’s kind of what’s happening.

So today, I’m excited. I’ve been kind of on lock down. I feel bad, I haven’t done a Periscope this whole week. At least I’ve been talking to you guys right. I’ve just been in work mode, it’s been awesome. I had, I think it was Monday I had a bunch of calls and meetings, and Tuesday same thing. I can’t remember, anyway. But Wednesday and Thursday, all I did all day was build a new funnel we’re launching called Funnel University. I’m so excited. I’m so proud of it.

But, I want to call my shot so I’m going to pull a Babe Ruth on you all and I’m going to call my shot. So, I look at what’s happened to our marketplace since we launched Clickfunnels a year and a half ago. And back then there were people doing a lot of things, and since then we kind of launched really hard and heavy with the Webinar Funnel and the High Ticket Funnel, that’s what people have seen. And it’s been interesting as I’ve watched my clients, my students, and even Clickfunnels members as a whole, everyone seems like they pretty much…not that they only have, but as a whole the masses have focused on…and also excuse me, Trip Wire funnels, the masses have focused on those. There’s been Trip Wires, there’s been Webinars, High Tickets. And I would say 98% of pages I’ve seen in the last year has been one of those three things which is cool, which is awesome cause those are the ones we’ve been pushing hard. You know people are funnel hacking me and the process and then everyone else is doing it and funnel hacking each other. It’s been fun and interesting.

But what’s been weird for me, cause I’ve been doing this for a long, because I think this is year 12 or year 13 for me. I’ve been doing this a long time, and I see cycles of what people are focusing on, what they’re doing, how they’re selling and stuff like that. So the cycle’s been Trip Wires, Webinars, and High Ticket, which is cool because, I mean the new book we’re launching called Funnel Stacking focuses on Trip Wire, Webinar, and High Ticket, that’s the thing. But there’s two pieces that I feel like are super valuable in this whole marketing game, that in times of my career have been the most important thing. Again, I watch the trends, and two trends that I feel like have been dead in the last two years, and I’m calling my shot and maybe this is just me, I don’t know and maybe I shouldn’t be saying this, maybe it’s me thinking I’m cooler than I am, but we’ll see. So I’m calling my shot right now. Two things that I’m bringing back with the Funnel University launch that’s happening, it was supposed to happen yesterday, but we missed our deadlines. The lead or gold deadline was not hit, somebody’s going to be shot in the head. No, just kidding. But we’re going to be launching it, rolling out next week.

Two things that are going to be unique number one, is we’re launching a continuity program. And obviously that’s not a new concept, but I haven’t seen someone launch a continuity program in a long, long time. Have you? I’ve seen SAAS businesses, but I haven’t seen a traditional continuity program. It’s funny I remember when I joined the Dan Kennedy world way back in the day. Man, it’s probably ten years ago now, dang I’m getting old. Anyway, they launched their entire continuity program based on the “free plus shipping” with the big huge package and their greatest free money making gift in the world and they put you on a continuity program which was a print news letter. And in the internet marketing space no one was doing it back then, so I saw and I was like, “Sweet!” So we made a free dvd offer and put people on a forced continuity program and we launched and I think in month one we had 800 people within 6 months we had 6000 people on this continuity program with our print newsletter and we were just crushing it, and then guess what happened? Everybody and their freaking dog did it too, it was kind of crazy. Soon it got to a point that there was 8000 print newsletter in the internet marketing industry, and all of them sucked except for mine. Well, no I’m going to say that they really did. I joined all of them cause I was thinking that they were going to be good, but no, they were all pretty bad. And maybe I’m biased, but I don’t think I am.

And then, what happened, eventually they all died away. And I’ve been the only one, we’ve been consistently doing a newsletter now for almost a decade, almost 10 years. Which is kind of cool. So, there you go people who’ve come and gone, we’re still going hard and strong. Alright, so that’s number one, is continuity program, and I’ve figured out a really cool way to do the pricing, the pitch, everything. That’s number one the new thing. So watch, I’m calling my shot over the next six months you will see dozens if not hundreds, of continuity programs launched modeling this one. So that’s number one.

Number two is the rebirth of the video sales letter. I was going to do a webinar to launch this, and I thought you know what I don’t want to do a webinar, I don’t want to do this. So I didn’t, so instead we did a video sales letter. We went back to the old Dotcom Secrets Labs book, and we went through all of our split-tests and there’s like, I don’t know, 50 split-tests are all based on video sales letters. Because in the cycle when we were hot and heavy with that, with the testing for that, we put it into the book, everything was video sales letter driven. Every one of our products, everyone else’s products. That’s how products were sold back then. But I’ve seen very little of it in the last 12 to 18 months in our worlds, so I decided I’m going to come back and do a video sales letter, you’ll see the video spoiler box, you’ll see all the elements that were proven winners from back then I have built into this page, which is excited. I’m excited for it, you should be excited as well. That is kind of what’s happening.

So that’s two things we’re launching. A video sales letter version, a selling system to sell a continuity program. So I’m calling my shot, I will see that knocked off more times in the next 6 to 8 months than anything prior to that. It’s going to be the rebirth of continuity programs and the rebirth of video sales letters. So, I’m excited. Because I feel like my real goal in the Dotcom Secrets side of the business is to push the envelope and do cool things and everyone else can funnel hack me and model it for their business. That’s kind of how I view my role right now. And hopefully I’ll make a bunch of money in the interim while I’m kind of going through that process. I really want to be a good example of ways to sell things and cool things to sell. That people can then model for their individual businesses. That’s really how I see my role right now.

I think that there will be a time where Russell Brunson and Dotcom secrets brand will fade into the night and disappears. But, until that happens my goal is to be a shining beacon and you guys can all copy me. Just kidding, but that’s kind of how I look at it, is I want to be a perfect model of cool stuff you can take and emulate. It’s been fun in my coaching program, people like, “Russell I want to sell Mash print, how should I do it?” Boom! Go to Russellbrunson.com, funnel hack that funnel, that’s how you should do it. “Everyone wants a webinar, what should I do?” Boom! Go to whatever.com, and should do that. You know and I just, I can show them perfect examples. “Russell, I want to do a continuity program, what should I do?” Boom! Go to funnelu.com and kind of point people to our models of each different selling models. “How do I do an invisible funnel?” Go to doubleyourreading.com. Like exactly. That’s what I want me to be, is creating models that people can use as selling systems to reach each of their different things they’re selling. So there you go.

Hopefully that gets you guys excited a little bit. But that’s what’s happening. So I’m excited to roll south for nothing else, except it looks dang cool and I’m excited. Oh, there’s another thing that I did. So typically when we do a video sales letters, and if you’ve read the dotcom secrets book you know this too, we use the star story solutions script to write a video sales letter typically. The problem is star story solution script works but it’s kind of hard. It’s a lot of work, to be completely honest. I think of all the selling things to do it’s probably the hardest one which is why I think a lot of people have gravitated away from that, because it’s a lot of work. Which is why typically for good video sales letter, you pay a copywriter 15 or 20 grand to write a really good star story solution script. That’s just, in my experience, how it kind of goes.

I didn’t want create a star story solution script and I was going to do a webinar, so I was like, “What if I just do a webinar for a video sales letter, and I just make it a really cool video. High production value, but I’m just doing my webinar pitch. So I’m doing the perfect webinar pitch for my video sales letter. So when you see it you’ll see that’s what it is. I recorded it at my house in a couple of different locations. I teach three secrets, I do the whole belief pattern. I take the belief patterns, I crush them and rebuild them, do my stack.  I basically I did the perfect webinar for the video sales letter, which I’ve never done either so I’m excited to see how that does, it could completely bomb, but I think it’s going to crush it.

And the reason why, it’s funny it’d never even crossed my mind as an option until we did that Periscope, a little while a go, I did a podcast talking about how we did $150,000 through Periscope. That one I took perfect webinar script during a live Periscope, it took me 25 minutes to do it. We did $150,000 in sales, so I was like, “Man, this perfect webinar concept can work in other places.” And it was funny I was looking at a lot of weight loss video sales letters. Cause still into weight loss industry people still sell things in a traditionally do video sales letter. There’s a lot more content and base stuff like, “Here are three foods that are going to make you die. Or the three foods you think make you skinny that actually make you fat.” So those still work. Those are structured a little more like a video sales letter, excuse me, more like the perfect webinar script. So that’s the reasoning behind testing it. We will see, but hopefully people will start transitioning their webinars into videos like this.

A couple of other cool things we did, again, it’s not just me, it’s me I’m teaching, I printed out a bunch of websites. I have them up on a easel and I’m showing cool stuff on them in the video. I got this cool graphic GUI animation guy to animate the graphics as well. We’re trying to make some cool stuff, so hopefully you guys can look at those and model with your offers and your videos. Hopefully you get some inspirations.

That’s what’s happening. I’m at the office right now, in this thick fog that’s as thick as pea soup is keeping me from getting there on time. Decade In  A Day starts in 3 minutes, 2 minutes now. Hopefully I get there before it starts. And then I got that for 4 hours, I’m going through 4 new inner circle members. I’m doing intake calls from them. Which will be fun. We call it process Decade In A Day, if you wanted to be part of that just go apply for inner circle at russellbrunson.com.  And then after that I’ll be focusing on getting in the rest of Funnel U live and hopefully by Monday or Tuesday next week you guys will see Funnel University. You have my permission to model it.  Hope that helps, appreciate you guys. Have an amazing day and I will talk to you all again soon.

I want to give you a quick recap of what happened during the certification and I want to show you what happened the very first time I accidentally Periscoped.

On today’s episode Russell talks about the event and what some of the best parts were and why it was so amazing. He also shares his strategy with Periscope and the plans he has for it.

Here are some interesting things to listen for:

• Why there were a few people that didn’t get anything out of the event and why that reflects more on them than it does on Russell.
• A few highlights from the Certification Event, including the best part.
• And what Russell’s strategy for Periscope is and why he thinks it will be successful.

So listen below to hear what Russell is starting to do with Periscope.

---Transcript---

Hey everyone. This is Russell and welcome to Marketing in Your Car.

All right. So I’m excited for today and for everything and for so much fun stuff. So I guess my call today with you guys, I got a couple of things to talk to you about and we need to discuss. So first is I feel bad. I was going to vox you guys…or not vox you guys, I was going to give you some messages during the certification event last week but it went so crazy and it was amazing and I just ran out of time and I had people – I was driving around in the mornings and anyway, needless to say, it was a smashing success. Of the 120 people there, everyone had an amazing time except for four people which I was going to do a whole podcast about – I was going to call it The Anatomy of a Loser but I thought I’m just going to focus on the good.

Four people didn’t… one of them went through all four days. The last day he showed up and said he got zero value from the entire week so far and wanted a complete refund which basically means he’s a stone cold unethical liar because I had other people crying saying it changed their whole life and it was amazing.

I was going to break down why I don’t like this person now. Actually you guys want to know why? Well, I want to keep this positive but anyway, it’s funny because the guy left and he said, “Hey, do you mind if I stay the last day.” No, you freaking are refunding. We’ve supported you, my entire team has been working with you. We have been here literally until 4 or 5 o’clock in the morning every single morning helping you. Of course he didn’t show up for those which is kind of funny. He skipped all the night sessions and didn’t do the homework assignments or any of the other projects and he wants a refund. Then has the nerve to say, “I got zero value from this. I’m going to try to make some more money. That way I can invest in Russell’s higher ticket programs later on.”

My response was: “No, we do not allow losers into our higher end programs.” People who, freaking, will use your time for four of the five days of the event and then the last day come and ask for a refund after they didn’t do the assignment, which we pulled an all-nighter on Thursday and people loved that. That was the best part. That was annoying.

The other person is one of my friends. He sent three people from his team, three women and I will – anyway, they didn’t show up for the last three days and they went home and told Perry that it was a complete waste of their time. They didn’t show up for the last three days. So outside those four people who I will deem losers and I shouldn’t say it. That’s not nice. But that’s how I feel. It was really upsetting. That you can go through and have this amazing experience… we have literally – I had people coming to me crying at the end about the experience. We help people build out entire businesses and they had a chance to work with the clients.

It was, as a whole, one of the best events we’ve ever done. I just had 4 people of 120 that are coming with that attitude and by the way happened to be the four people who didn’t freaking show up and do the work and it’s just – anyway, that’s how life is, right?

So there you go and that’s why I didn’t honestly message you guys because I was frustrated by those people. I didn’t want that to cloud it. Now you guys got the cloud but now the cloud is gone. Everything else was amazing. It was awesome. We had – my favorite part of it was on Thursday. We brought in three business owners and I consulted those businesses in front of them and kind of mapped out funnels and then all those guys, we got done like 6 o’clock at night. They had to go out and pull an all-nighter and they got to pick which one of the three funnels they like the most.

We had a chiropractor, someone who owns a certification program and someone who’s doing survival info products. So they got to see my map of the funnel and then they can make up their own if they wanted and they had to create the entire thing, all the pages, all the funnel, all the sequences and literally people – some people didn’t go to bed. They pulled all-nighters. They worked the whole thing and then the next day on Friday, everyone who had killed themselves building funnels, they had everyone kind of vote and we picked the top three in each category and the top three got to present it for the entire group and for that business owner and then the business owner picked who they thought was the best and they won a $1000 cash prize. We had big old stacks of $1 bills.

It was so much fun and it was amazing. I can’t even tell you like some of these people what they built, how amazing it was. They built funnels and had ideas and concepts I never even dreamt of and it was just – gall, it was amazing! And then obviously salt that off with the dude who comes back and said that he didn’t learn anything. Oh, how did the hack-a-thon go for you last night? I went to bed. Well, you missed the most important part. So yeah, it makes sense that it didn’t have any value for you. Anyway, just makes me laugh.

It was interesting. I went to Tony Robbins’ Date with Destiny which is Tony is the best on earth. It’s a five or six-day event and in the last day he does a session. He was like, “Who here has not had a breakthrough in the last five days?” and sure enough like 20 people raised their hands and it was kind of awesome. Tony went through and just made them all look like idiots in a nice way or basically like help them see they had breakthroughs but they just weren’t intelligent enough to notice it, right?

Anyhoo, so there’s my rant. It’s over. Let’s focus on the positive. So this is what I’m talking about today because this is something that I think is  crazy exciting and I feel like I’ve missed the boat on some things and I don’t want to miss the boat on this. I don’t want you to miss the boat on this. So a couple of things.

First off, a lot of you guys know Gary Vaynerchuk and I watched him as he grew Wine Library TV from nothing to this huge thing and his whole thing was like “I do a video every day. I’m consistent. Every day I do a video.” Alright…

I thought that was kind of cool and I think my big takeaway from that was consistency, consistency. And then I heard a little while ago that there’s a guy, I think you guys know him, his name is Eric Worre. And he – I don’t know if this is true, this is my understanding what I heard happened but he was kind of a good guy, making money but not like the biggest name on earth and he went and he hired Gary Vaynerchuk and Gary basically said make a video every day. Be consistent.

So he did and now five years later, he has done a video every day for five years and he has got – he does these live events where he gets 10,000 people signing up. He did a webinar last month with Tony Robbins. He had over 100,000 people register and it’s insane. Eric Worre is a smart dude, genius, really nice guy but I don’t feel like he’s the most charismatic leader in the world. I wouldn’t have – you might be watching his videos and like OK. But I was like “how has this dude got so many people that follow him?” and it’s consistency, right.

So I’m going to do that with Marketing in Your Car. This is the most consistent I’ve ever been with a content publishing platform and I like it but it’s kind of like it’s delayed publishing. I record it. You might listen to this a week from now or two weeks from now or six weeks from now. One thing I do like about podcasts that has been really interesting is that I’ve done, like I don’t know, 150 episodes or something for the last like three years and people will come and they join Marketing in Your Car and then they go on these binges. Like one of my coaching clients, one of like the coolest people I’ve met this year. His name is Noah.

He was just messing with me. He’s like, “Hey, man.” Him and his wife, they’re amazing coaches and entrepreneurs and they drive around the country in like an RV and they just work from wherever they’re at, right? Which is super cool and he said – he said, “I went on the Marketing in Your Car binge and listened to like half of the episodes in three days,” which is cool. It’s funny. If you look at our stats, that’s what happens. People come in, listen to one to two episodes and they like it and they binge and they go through the entire like last three years of my life.

It’s kind of cool because – anyway, so I like that part of it. It’s kind of cool. But one thing that I don’t like is just it’s not instant, right? Not instant like if I want to send you a message, it doesn’t necessarily mean you’re going to get it right away. Like we did – a couple of weeks ago, I did the whole like – my number one entrepreneur supplement. I wanted to kind of test this. If I send this out, how many responses do I get? How long does it come? What’s interesting is I got a lot better response from that than I had assumed I would which is cool but there has been a long drag on it. There’s this drag that I’m still getting people coming in now and I will probably get those people coming in for the rest of my life. It’s kind of interesting. How there’s that drag…

So there’s that. I remember when Twitter first came out. It’s like I don’t get it. I remember hanging out with Frank Kern. We were doing a project together and so I flew out to his offices and we talked about Twitter and he’s like, “The coolest thing is I tweet and wherever I tweet, within like five minutes, there’s a thousand visitors go to wherever I just tweet about.” I was like, “That’s kind of cool. It would be nice to be able to get 1000 clicks anytime you wanted just by tweeting something, right?” And obviously Twitter kind of came and went and most of those guys don’t tweet or twit or whatever you call it. They don’t do that anymore, right?

But conceptually, I said that’s really cool. So I started getting Twitter and I got all excited. By that point, like nobody cared and I’m assuming people still tweet or twit, whatever you call it. But I don’t even know. So I kind of missed that platform.

Now Periscope, so this is my entrance into Periscope, right? So that has been happening for the last like month or so and I keep seeing different people popping on it and the first time I was – I downloaded the app and somebody was like, “Hey, you should Periscope.” And I’m like; I don’t know what that means. Downloaded the app, I found it was hooked to Twitter, so I integrated it with my Twitter account, or whatever.

Anyway, one day I’m driving around. My phone bleeps and I look down and it’s one of my friends, Stacy Highland, and she’s like – it said Stacy is starting – she’s – whatever, she’s Periscoping live. I was like I don’t know what that means.

So I clicked on it and it popped up and instantly I’m talking – I’m watching her talk and she’s like, “Oh, hey Russell just logged in,” and she said, “How is it going?” and I’m driving around in Boise for the next like five, ten minutes and she’s just like sharing this really great training and then it ended. I was like that was the coolest thing. I just – my phone beeped. I clicked the button. I’m watching her stream live and then she’s done and I was like there’s this instant thing where I could push – where she pushed content to me. I didn’t even know how it popped on my phone honestly.

So that was kind of cool. So then I was like OK, I want to figure this Periscope thing out but I hadn’t had time yet. Now, fast forward like a month later or a couple of weeks later, which is yesterday actually, I was working on Actionetics. I was building out my email sequence in there and I was editing the footer in my email to have like here’s my Twitter following and my Facebook and all those things and I was like I’m going to add my Periscope thing. I don’t even know what my Periscope thing is.

So I opened my phone app and I’m clicking around and also accidentally clicked the button for like to publish and I click on this thing and within like – within a minute, I had 50 people. I didn’t even know who these people are and how they found out about it. I don’t even know.

I hooked this up to Twitter, so maybe they saw me tweet it because I think Periscope tweeted it out. Anyway, 50 people are on and we were just hanging out and talking and sharing some cool stuff and that fast I had this instant like direct channel to people instantly and I could – I had their focus and their interest and it was awesome. Then when it was done, I think that Twitter stores it for like a day and then it kills the video.

So I sent it to my brother. I’m like hey, every time I do the Periscope, you got to grab it. We’re going to turn it into a video. That way I can post it on my blog and I can now start doing all the other stuff. But I’m like, this is now a platform where I could publish daily where – so what I’m going to do now is every day at the end of the day, when I get – I’m doing Marketing in Your Car usually when I’m driving to the office or driving home but typically I’m driving to the office and I’m sharing my thoughts for the day and just cool ideas and then I’m going to start using Periscope when the day is over. Hey guys, this is what I did today and I will just kind of show off the cool stuff I’m doing and just use it as kind of an over the shoulder – like this is what I’m doing today. This is what I got done. This is what I’m working on. It’s exciting. Just share with people and see what you’re actually doing.

I also want to use it as a way to amplify my content. So like I’m trying to get to a point where I’m doing like a blog post every – a couple of times a week or we’re doing – everything we’re doing and it would be cool like to use Periscope. Hey guys, I just wrote a blog post. This is what it’s about. If you like that, go over there and comment. I’m using this as a tool to live stream – in live real time to go get people to go comment on my post and my Facebook thing or whatever it is. I don’t know yet.

But that’s kind of the concept. So I’m excited for it. If you are a Periscoper, come check me out. Come – I think you just got to go to Periscope. You just go in there and you search for @russellbrunson. And then my brother is storing them all on our blog which is blog.dotcomsecrets.com. We haven’t really launched that yet but its happening and all the Marketing in Your Carare there along with the transcripts. A bunch of cool stuff is happening over the blog soon.

So anyway, I’m excited. I think Periscope is cool. I think that you guys should all start looking at it. That’s one of my big initiatives I’m going to be doing. I will try to do a Periscope a day and hopefully in five years from now, I will be like Eric Worre and have events with 10,000 people at it and I can get 100,000 people show up on webinars.

So that’s my goal and hopefully you guys use this as a platform too because I know it’s here. I know there’s going to be a ton of competition. Facebook is coming out with one, a bunch of them are coming out with one. The reality is it does not matter which one you use. Just pick a platform and stick with it because that’s the key is just being consistent. So I picked my platform. I don’t care which other one comes out. I’m focusing there and we’re going to start growing this thing out and come hang out with me on Periscope. Thanks everyone. I’m out of here and I will talk to you guys all soon.

money4college, sublimenet, and other goofy things I came up with when creating my business…

On this episode Russell talks about some silly names he’s used for his businesses in the past. He also tells a funny story about when he was new to the business.

Here are some fun things to listen for in today’s episode:

• What the name was that Russell used for his first software website that was immediately shot down by his wife, Collette.
• Find out how Russell decided on Dotcomsecrets.com for his business name.
• And hear what the name of the little known parent company of Clickfunnels is.

So listen below and laugh with Russell as he talks about the struggles of naming his businesses.

---Transcript---

Good Morning, everybody.  It’s an amazing day today.  Welcome you guys to Marketing In Your Car.  Hey everyone, it is really a beautiful day right now. I’m feeling good, it’s a little chilly, but the sun’s up, everyone looks happy outside, and I’m excited.  It’s going to be a great day. I’ve got to film 21 more videos today for our new Ignite Your Funnel sign up process.  We’re rolling out this really cool thing when someone joins Clickfunnels… We’re all about how figuring out how to increase retention and stick rate and get people consuming the product. We’re launching Ignite Your Funnels.  When you sign up for Clickfunnels, you’ll get this 21 day program that’ll walk you through igniting your funnels. It’s going to be really fun.

So that’s what’s happening today on my side. Today’s episode is going to be kind of off topic because I thought this was funny.  I’m curious for all you guys out there, what your first business name was? All of us got started, where we’re at today is not where we started.  I got started over 12 years ago, which is funny. It makes me laugh because, my very email address ever…not ever, but my very first business email address. I remember I set up a business, because I wanted a very professional business email address.  I don’t have the email address anymore, but it’s funny because, my email address I set up was money4college@juno.com and it wasn’t…It was M O N E Y then 4 and then college @juno.com.  And in my head I’m like, this is a really good business email address, people will know I’m in this business to make money for college.  That was my email address for a long time, not a short time, a long time.  In fact, a few people who knew me back then, Mike Filsaime, a lot of times he’ll see me and still call me, “What’s up, money for college?” It’s so funny now because in my head I was like, this is a really good idea. This will be a very professional business entity.  I tried to buy money4college.com, but somebody owned it, luckily. Otherwise my whole business would be based around money for college.  That’s was my first email address, I had that probably for 5 or 6 years of my business. I was doing all my professional business through a free Juno email address.  It was funny, the first time we had 5 or 6 employees at the time and I was using Juno still. One of the guys we hired was a tech dude and he was like, “Why don’t we have email addresses at our domain? “ How do we do that? I didn’t even know that was possible.” He set it up so we had Russell at whatever.com.  So that was my first awesome business naming thing.

A while later I remember… I was learning about online marketing and all these different things. At the time, my degree was in Computer Information Systems. I was like, “I’m going to be a programmer. I’m going to program stuff.” Unfortunately, it turns out I’m not that smart. I could never actually figure things out. I had this SQL class, I was really excited.  The first two days were like the coolest thing, I was like; “This is amazing.” And by the third day I was lost. The rest of the semester I could never get past the third day. It was over for me. I was not going to be a programmer. I thought I was going to be, and I knew that was the route I wanted to go. I wanted to launch a software company. I spent weeks trying to find the perfect domain name. Everything I checked was gone. This was 12 years ago. It’s funny now, because now you can still find good domain names if you look hard enough. So, I was trying to find a domain, and I finally found it. The one. The domain I knew from the beginning it was going to be… our entire empire would be built off of. My software company was going to be amazing. So, I was so excited so I went and bought it. I don’t think I knew how to buy a domain back then. I think I spent like $40 or $50 on this domain. I bought it, and I was so excited. I had bought some website builder software. I can’t even remember what it was called. Some website building platform I bought the domain through. I was so excited, I spent that whole day. My wife, we just got married.  It was our first year of marriage.  Poor thing, she’s been through so much. It’s shocking to me that she’s still around. So she’s working while I’m at home trying to make millions between wrestling practices. So I’m in there trying to build this site, and I’m learning how to… this is pre, me using Front Page.  This is total horrible website building. I’m building this thing out. I bought a bunch of resale rights to a whole bunch of different software products.  We’re selling software, this is pretty exciting. In fact, we’re selling exciting software. My domain I bought was exciteware.net. I’m sure that domains… I don’t think I own it anymore. I was so excited, “We’re selling exciting software, this going to be amazing.” So my wife gets home. I’m like, “Collette, I gotta show you what I just created; this is going to be amazing.” I’m building up the hype and suspense, like I like to do. If I’m like, “This is the domain that I bought”, she’s going to be like, “Alright.” So I gotta build up the hype so when I announce she can hear the angels singing and it can be this big deal. So I’m talking it up, “I’m selling software. I’m selling this software, and this software. All these different software resale rights that I bought. We’re selling exciting software. The domain I bought is Exciteware.net.” I remember she looked at it. And she didn’t hear the angels singing. She didn’t get excited. In fact, she had this concerned look on her face and she said, “When I hear Exciteware, I think lingerie”.  I was like, “What?” She’s like, “I’m not going tell my mom you own a website called Exciteware. She’s going to think you sell underwear. Exciting underwear. “ I’m like, “No, it’s exciting software. This is really cool.” She’s like “No, this is embarrassing.” My whole world collapsed. I spent months trying to figure out..

Oh crap, a cops coming out. Please say he’s not getting me. I wonder if it’s illegal for me to be talking on the phone like this. Hopefully that’s not why he’s pulling behind me. I don’t know the laws. Cross your fingers, otherwise you guys get to hear a cop pull me over. There’s a cop in front of me too. I wonder if this is a sting operation.  “We listen to Marketing In Your Car, Russell. We know the route from your house to your office, this is a sting op. We’re going to take you down.” I hope that’s not true. We’ll find out in a little bit.

Alright, so where I left off… So my wife is just like, “No, that’s a horrible name.”  I was devastated because I spent $40, which back then was more than I made in an entire year. It was all my money. We had zero disposal income. I was making exactly $0 a year my wife was making less than $20 grand a year. We did not have money, so I didn’t have $40 to spend but I spent it. I was devastated. I remember being depressed. This was the foundation for my empire. You just destroyed it because you think it sounds like exciting underwear. I thought that was kind of funny.

So last night, we were in bed talking and I was like, “Do you remember Money4College?” and she was like, “Yeah, do you remember Exciteware?” Oh dear me. We’ve come a long way since then. I thought it was funny.

So, I kept trying to think of other company names. I remember for some reason I always thought the word sublime was the coolest word. SUBLIME. It’s like a slide.  SUUUU and BLIME and you bounce off the end of the slide. Sublime. I thought sublime was cool. So I was like, “The only idea I have is sublime. I like that word.” So I ended up buying sublimenet.com that was the company name for the next 4 or 5 years. Which is weird, it didn’t mean anything. But that was the only other idea I had that wasn’t exciting software. So Sublimenet, is a horrible name. Anyway, that‘s what it was. Sublimenet.com was the business name for the next few years. I remember I used to buy domain names and they would be part….Sublimenet would be the company, but I’d have different…Zipbrander or ForumFortunes. All these different products underneath there. I kept trying to find the perfect name. I remember one night; I was on buydomains.com or one of those sites. I’m typing in tons of ideas trying to find one. All of the sudden I found it. It was DotComSecrets.com. I remember, I was just like, “That’s it! That’s the name!” It was amazing for me. It’s funny now because now, a lot of times, I’m like, “should I try to build the info business around that name, or should I not?”

The two cops took a right. The sting operation was unsuccessful they didn’t catch me.

Anyway, even when I titled my book, DotComSecrets, Jeff Walker told me, “It’s the worst name ever!” But I’m like, that’s my thing. Anyway, I still like DotComSecrets. I actually think it’s really cool. Some people think it’s dumb, but it became the name. It was much better than Sublimenet or Exciteware.  Now where the info for the coaching side of our business kind of grew from, which is kind of cool.

I remember with Clickfunnels….I almost wish we would have named the company Clickfunnels but we didn’t. Because initially we had 3 software products we were going to build under this brand. It was going to be Clickfunnels, Backpack, and Actionetics, were the 3 software companies we were going to launch with one parent company. We were trying to think of a cool name for it. Most of you probably don’t even know this, but Clickfunnels parent company is Etison. It’s a domain that Todd had bought a long time ago. And we thought it was cool because Thomas Edison is cool. But the whole Edison/Tesla scam thing….the T was kind of for Tesla. So it’s like this weird thing. Initially we were going to give away Tesla’s when people promoted Clickfunnels. Anyway, the company name is Etison. So we were going to have Clickfunnels, Backpack, and Actionetics, as the 3 software products. But after we launched Clickfunnels and it blew up way bigger than we ever thought. Instead of making separate software companies, we made the decision to build everything internally. Now all those products are inside of Clickfunnels. I wish we would have named the company Clickfunnels. We didn’t. It’s similar to 37 Signals. 37 Signals is kind of a random business name. Then they had Basecamp, High Rise, all their different software tools. Recently they changed it so their business name is just Basecamp. Maybe we’ll switch it to Clickfunnels someday. I don’t know. But there’s the history of naming of my companies.

That’s about it, you guys. So I hope that was fun. I know there’s not really any educational purpose to that outside of just making fun of myself. I’m sure all of you guys got cheesy names in your business domain name, email address history. I hope it makes you smile when you think about some of the goofy things you’ve done along the way. There you go. I’m at the office. I’m going to go film 21 videos to help people ignite their funnel. Good stuff’s happening today. I’m also going to make a cool upsell video for our Funnel Catcher course. Yesterday we made a sweet sales video for Funnel University that I’m really excited for. There’s a lot of cool stuff happening. February is going to be insane. I’m trying to get out a lot of things before our March event. The March event ticket sales are going crazy. In the last 3 days we sold 40 more tickets, I don’t even know how sales are coming in, but it’s exciting seeing it. Because I’ve been stressing out, we’re not going to sell enough tickets.

Oh we’ve got really cool direct mail piece that’s coming out this week. It should be hitting everyone this week, actually. If you watch to Marketing Quickies Show, I showed this really cool mail piece that I got from some car dealership. It’s like a forwarded email that the guy printed out and sent to me, it had a sticky note on it. It’s a really cool marketing concept. So, we kind of modeled that. Basically it’s a letter we’re going to email to Ben; we have two Ben’s on our team that are doing outbound phone sales for the event right now. So I forwarded this email to Ben.  “Hey make sure people get in, extend the discount through February 5.” So then we printed that out and put a sticky note of Ben saying “Hey, if you haven’t got your tickets yet, give me a call.” Then we fold that up, put in a letter and handwrite the address on it. Anyway, it’s a really cool mailing piece and I’m so excited.

I was trying to send it to all Clickfunnels members, but we didn’t have addresses for everyone. We ended up having addresses for 4,000. So 4,000 Clickfunnels members will be getting that letter this week, maybe you’ll get one. I’m really proud of that direct mail piece, I’m sure the event will show the stats of how it all worked. It’s pretty cool. I love marketing, it’s so much fun.

That’s it guys. Appreciate you all. Have an amazing day and I’ll talk to you all soon.

Is what you eat directly affecting your daily performance?

On this special day-after-Christmas episode Russell talks about using the holiday to eat whatever he wanted all day maybe wasn’t a good idea. He also talks about why the Flu shot is a scam.

Here are 3 interesting things on today’s episode:

• Why Russell regrets what he ate on Christmas.
• Why Russell thinks the Flu shot is a scam and why he believes the Flu is actually caused by the garbage we put into our bodies.
• Why changing your diet will help you take over the world.

So listen below to hear what Russell ate yesterday and why he feels like crap today.

---Transcript---

Hey everyone, this is Russell Brunson and welcome to Marketing In Your Bed. That’s right, I am still laying in bed right now. Hey everyone, so this is a special episode. It is the day after Christmas and I am laying in my bed, like I said. I am not going to be driving to the office today. I’m hanging out with the kids, having fun and yesterday was Christmas and it was awesome. The day before Christmas, I think I did a podcast, it was snowing and so we went and built huge snow forts, which was awesome.

Then Christmas eve, we were up super late. My family tradition, my wife and I’s tradition, well it’s more mine, I don’t think she really likes it, my favorite Christmas show is Family Man with Nicholas Cage. We stayed up all night watching Family Man and wrapping presents, which was awesome. Went to bed at about 2:00 and then the kids have a rule that they’re not allowed into our room until 7, so I think they were up at about 3:00 in the morning and they’re sitting there in their rooms waiting until 7. At 7:00, they run down and wake us all up for Christmas. I only had four or five hours of sleep, so we were pretty beat.

We did Christmas and then, I thought, you know what, it’s Christmas, I’m going to eat and do whatever I want. I had like 20 bowls of cereal. I had Fruity Pebbles cereal. I had Reese’s Puffs cereal. I had Marshmallow Mateys cereal. I had every cereal we had, I had a bowl of that. I bought my own pint of egg nog. I drank that. Oh, so good. By the way, egg nog, I found out, for a half a cup has like 23 grams of sugar. Maybe it was 33. It was something crazy like that.

Yeah, yesterday, I was like, “You know what, screw it, I’m eating whatever I want.” I ate whatever I want. What was interesting is throughout the day, I could not keep my eyes open, I couldn’t keep my body awake. Collette and I both kept passing out. She would pass out on the couch after the whole opening presents and they’re playing and she’s passed out and I wanted to too. I was like, “Okay, I’ve got to stay awake,” because of Norah. She could choke on half the new stuff we got. I’m watching Norah. Collette slept for two hours and then Norah fell asleep, so I laid down and boom I was gone.

Then the whole day, we were half awake, half asleep the whole day. I felt like a mummy. I felt like I was like this … I don’t know, I couldn’t keep my eyes open. Then, this morning I woke up and I feel like I got hit by a train. I feel horrible and I realized, my voice sounds kind of funny right now, it had to do with the fuel I was putting in my body. I was putting in horrible food because I could barely keep my eyes open throughout the day. It is amazing, because I eat pretty clean typically. If you follow me at all, you know I eat a really high-fat diet, low carbs, things like that, and I usually feel amazing. I usually have a ton of energy and I usually just feel really, really good.

Even the fact my testosterone levels are super low and my testosterone doctor was like, “How are you standing right now?” I’m like, “What do you mean?” He’s like, “This is really low, you should not feel good.” I’m like, “I feel great.” He was like, “That doesn’t make any sense.”

Because of my diet, I feel really, really good all time. Yesterday, after eating probably what most people eat normally, I felt like garbage. I couldn’t even keep my eyes open. I literally, the whole day, felt like I was in this foggy haze where I couldn’t even keep my eyes open. It was horrible. Today I’m going to start eating normal again. I’m really excited just to feel the difference again.

It’s interesting, the fuel you put in your body, how big of an effect it has, I was thinking, I don’t think most people in the world, and maybe you at this point, and this is why I’m sharing this, if you’re eating cereal for breakfast and stuff, it’s destroying your performance. I can tell you now, after seeing the way that most Americans eat, it’s bad. I couldn’t keep my eyes open. How do you function? How do you expect to come in and dominate whatever you do if you feel like that? It has 100% to do with the fuel you’re eating.

You know, it’s interesting, I was just like that my whole life. I never knew it, because I know it had a bad effect on me because you’re always in that state, you assume that’s what you’re supposed to feel like, right? I was always in that state and then first when I started thinking about it differently is when I went to a Tony Robbins event and I still remember one of the interesting things he talked about was, he talked about the flu, and showed the science behind a flu shot and how basically the whole thing is pretty much a big scam.

All it is is a way for these guys to make billions and billions and billions of dollars but how there’s no actual proof that any of it really works. Then they started showing the proof of what is shown that the truth is, is Halloween comes around, we eat a whole crap ton of candy and then Thanksgiving comes, we eat a whole bunch of horrible food and then Christmas comes, then New Year comes, and it’s like a month and a half, two months of just horrible eating. By about January, so our body is so broken down that we start getting the flu. It shows its direct correlation to the holiday eating patterns and flu viruses and how that’s how that goes, interesting.

That year, I remember we went down to my parents’ house for Thanksgiving dinner, or for maybe it was Christmas, I can’t remember. Yes, it was Thanksgiving. On the drive down, we all got sick. My wife got sick. My daughter got sick. They nicknamed that Thanksgiving “Tsunami Collette” because my wife started it, she got sick first, and by the time we were done, everyone in the whole entire house, all my cousins and everyone had gotten sick.

I was thinking about it. That was the first time I started thinking, “Man, it’s because of all this crap we’re eating,” and that’s what Tony said. Now I try to, especially during the holidays, I’m very conscious of what I eat. Last week, we did a juice fast the whole week before Christmas. I’m like, “I want to protect myself from feeling the way I feel right this second.” Yesterday, I thought, you know what, who cares, I’m just going to go and live it up for a day. It’s just crazy interesting, and I believe in what Tony said, you know, that year we all got the flu and that year, it was weird because that year we actually had flu shots.

Then every year since then, we have never had flu shots, so I think we’re pretty anti-flu shots now and we’ve never been sick during a holiday since. It’s really, really weird the correlation of what we’re eating and how we’re feeling and how we’re getting sick and the flus and all these things, has 100% to do with the fuel we’re putting our bodies. Just wanted to record this for myself and for everyone else, to document why as I’m laying here in bed, how I’m feeling. I feel … My nose is stuffed, my brain’s all foggy. I feel like, ugh, I don’t even want to move. It all is from yesterday’s carb binge. It was horrible. It was amazing, it tasted good. I’m not going to lie. Yeah, it was really, really bad.

If you’re not feeling like you’re in a spot every morning when you wake up where you just want to dominate the world and take over everything, and you feel like just ugh all the time, or if you don’t feel great all the time, you just feel normal, normal is not a good thing. I think what I felt yesterday is what normal people feel like every day. It scares me. I feel so bad for everybody now. If you want to feel amazing, it’s time to shift your diet and think differently about how you’re eating. Yeah, that’s my message for today.

I am going to eat really, really good today and see how quick it can counteract. Our bodies are amazing how fast they can respond to things. I’m going to go eat some good stuff, flip it around and see if a day of amazing eating will counteract a day of crap eating.

All right guys, so that’s it. Getting out of bed now. Going to go conquer the day. I will talk to you guys all again soon. Bye everybody.

If you can get them to believe this… the only option is they have to give you all their money.

On this episode Russell talks about that one thing if you can get people to believe they have to have, they will give you all their money. He relates the concept to religion and it all comes back to building a cult following.

Here are some interesting things to look for in today’s episode:

• Why Russell’s 10 minutes explaining the one thing concept turned into 2 1/2 hours.
• How the one thing concept is similar to religion.
• And why finding out what the one thing in your business is will help make it successful.

So listen below to hear why finding the one thing in your business is so important.

---Transcript---

Good morning everybody in Marketing In Your Car land. So glad to have you guys all here today. Heading in for an amazing day, I’m excited. I honestly, last night, had dreams all night about stuff in the Expert Secrets Event. It’s crazy. I wish that you guys all could have been there. In fact, it’s insane that you weren’t there. We’ve been hanging out now for 252 episodes, or 251 episodes, if you haven’t joined the Inner Circle and you weren’t here last weekend, seriously? Come on? What are you waiting for? Have I ever let you down? Come on, you guys.

Anyway, the event was amazing, but the process, oh the process. I’m so excited about the process. I totally want to start doing high end events where people come in for 2 days or 3 days and we just take everyone through that process. I had multiple people afterwards tell me, “Man, everyone that comes into your world should go through this. Anyone who joins Inner Circle should go through this process first.” Because it helps to identify so much of what you’re actually doing and selling and how you’re positioning it. Oh, so many cool things.

Anyway, today I’m excited because I’m going back through all the PowerPoint slides from the event, making tweaks and changes based on some of the stuff we discovered together as a group. Things that as I was teaching didn’t come out quite clear, or I hit road blocks. Or things from my stories that weren’t the right stories the first 2 or 3 times. Sometimes I tell a story…..I was like, “Huh, that story was completely inappropriate or weird or the wrong thing.” So just kind of re-factoring everything in the process. And I’m going to go through and record while it’s still the top of my mind. Re-record all the sections and that will help as the audio commentary as we go through and we start writing this new version of the book, which I’m so excited for. So that’s kind of what’s been going down over here, and that’s what I’m excited for today.

I also have decade in a day so we also had a bunch of new Inner Circle members who came in. I think it’s 4 of them that we’ll be doing coaching sessions with this morning, which will be kind of cool. So for those who are wondering about the Inner Circle, it’s typically always sold out, but every once in a while there is a spot or two that open up. People who don’t renew or the people who don’t love money, I think. So anyway, for the most part those are always booked out but we did have a couple of slots open up, I think we might have one or two more for people who are trying to decide if they’re renewing or not. So if you’re interested, go run and go to Russellbrunson.com because there might be a little, small window where you can get one of the last one or two spots left, if you’re interested.

With that said, I’m going to move back onto Expert Secrets. So I’m probably just going to, as I’m geeking out on this for the next while, share some things. I’ll share like last night when I couldn’t sleep because it was so, so, so excited. It comes back to a concept I talked about a lot. And it was something that in the event, I had planned maybe 10 minutes to talk about this concept and it ended up turning out to be over 2 ½ hours of us going really, really, really, really deep into it. And it was…..it opened up my eyes to really understand this whole thing. So let me step back.

The concept that I’m talking about right now is the one thing. We’ve talked about this before. Any time you have to convince your prospects of more than one thing, your conversions will drop in half instantly. So you’ve got to pick one belief that you have to get them to believe. So everyone’s like, ‘What’s that belief? What should it be?” And for a long time I was like, “Just pick one thing.” But the more we thought about it, we started realizing the one thing, first off…….I wish you guys could read the whole book right now. I wish the book was done so I could read it right now. But it comes back to, to be successful first off, you can’t be selling, you can’t be trying to improve somebody. Nobody wants improvement. That is…..ambitious people want improvement, and the masses, 99% of the world are not ambitious. People have desire, but they don’t have ambition. So if you’re selling to ambitious, “Here’s how to improve your golf swing. Here’s how to make this thing better. Here’s how to improve something.” By default you will make less money.

So a big part of the whole thing we talked about how to build a cult/ how to build a culture, I mean. It was all about one of the three steps of building a cult following is you have to have a new opportunity. That may be a whole other podcast for a whole other day, but assume that you’ve got a new opportunity that you’re selling. So they have this new opportunity, so you think about that opportunity. There is got to be one thing that people have to believe. If they believe that one thing then they have to accept your new opportunity. So you gotta think about it. What is that one thing that they have to believe in? If they believe that then they have no other alternate options except to give you money. And every business has this. Every new opportunity has this. So you gotta think through it.

So some examples, I’ll step out of business just to give some practical real world examples, so I’m going to go to religion. Religion is probably the easiest place to really identify this. So let’s say, you are considering Christianity as your new opportunity. With Christianity there’s one belief you have to believe. It’s like if the Bible is true then Jesus Christ is our Savior, direct correlation. If you read the Bible and you’re like, “I believe with all my heart that this is true.” Then the only answer is that “Okay, Jesus Christ is my Savior.” That’s it, there’s no other if’s, and’s, or but’s. Okay, I look at, I’m a Mormon as all you guys know. Mormons are Christians and we believe in a book called the Book of Mormon. So if I read the Book of Mormon, if I believe that boo is true, that’s the one thing. IF I believe that thing is true then everything that Mormons believe, therefore I believe, because it’s the one thing. I now believe in Latter Day Prophets, I believe in Temple ordinances. Here’s all the things that Mormons believe. If you believe the Book of Mormon is true then you have to believe all these other things.

Same thing is probably true in every religion. If you believe the Koran is true then this all the stuff you have to believe. So religion is very….you look at religion they are all tied to a one thing. What’s the one thing you believe? If you believe that then everything else is part of that belief patterns. So you gotta look at your business and your new opportunity you are providing people and there’s always the same thing. Like when we were launching Clickfunnels, if I could get people to believe that the only way their business could succeed is they have to build sales funnels inside of Clickfunnels. If I can get them to believe that there’s no other option. You have to give Russell all your money now, because he’s the only person now that provides that thing. Come back to religious. If I believe that Christ is the Savior, or if the Bible is true, then I believe that Christ is my Savior and I have to follow him because the only way to get salvation is through him. That’s what it comes down to.

It’s almost like we have to figure out how to make that same statement for our business. If I can convince them that the only way for their business to survive is to create funnels through Clickfunnels is the one belief I have to get into the habit. And if they honestly believe that in the core of their body, then they know that the only way to business salvation is through Clickfunnels, is through what I’m offering. That’s it. So until you’ve identified that statement…….that has to be step number one. Because then when you start building the webinar, the whole event was about the webinar, everything else in the webinar is built around that. What are all the false belief patterns based on that new opportunity? And what is that thing? And how do we knock down those belief patterns? Everything else gets tied to that, but it all stems from this concept called the one thing. And the one thing is tied to a new opportunity, but what is that sentence?

So I said it, it was supposed to be a 10 minute, I explained the one thing in 10 minutes, and everyone wrote what their belief was and they had to get people to convince. And everyone kept sharing with us and then kept coming back with headlines and I’m like, “No! I’m not looking for a headline here, you guys. We’re looking for….” We ended up developing this sentence and it was like, “If I can get them to believe ‘blank’..” and in that blank you put in what new opportunity is. “If I can get them to believe that the only way to make money online is by having sales funnels built inside of Clickfunnels.” There’s my sentence. If I can get them to believe that, then they’ll have to give me all their money because I am the salvation or success, or whatever you want to call it, could only come through that one path, that one vehicle, right. Because when you’re presenting a new opportunity you’re presenting, man, this will set us back to the previous section with building your culture. Is it, you have to have a new opportunity, so it’s like the new opportunity is the vehicle. If I go to the car dealership, there’s 50 cars there. I’m trying to convince you that this car is the only car you can drive, the only car that makes any logical sense. If I can convince you of that, that this is the vehicle, you have to buy that car. That’s the only vehicle you can go with.

So for everyone, if you guys can step back and figure that out for your business, your thing. What is the one thing? The one thing that I can put in a sentence like this, ‘If I can get them to believe that the only way they can be successful is through blah.’ And it’s your system, your thing, whatever it is. If you can get them to believe that, then that’s it. All of their other concerns disappear. Pricing disappears. Everything else. Every other concern instantly disappears. That’s what we call it in the training. We call it a big domino. It’s a domino where if you know that down, it’ll make all the other dominos…..it’ll either knock down all the other dominos or make them irrelevant. That’s the key.

Think about that a little bit you guys. When you can identify what that thing is, it becomes very, very powerful. And then the rest of the webinar is based on, ‘what are the false beliefs based on that thing?’ And we broke it down at the live event and based it on three things. Secret number one is always tied to the vehicle, secret number two is always tied to the internal struggle, secret number three is always tied to the external struggle. We’ll share that stuff in another podcast, but for today that’s what I want you guys to think about. What is your one thing that if your customers believe that and they believe that success or salvation or whatever you want to call it, is only available through that one thing, what’s that one thing you have to get them to believe. Because that’s it. If we can get them to believe that one thing it knocks over all the dominos or makes them irrelevant and they have to give you money, there’s no other option. That’s the key, you guys. Oh, it’s the key. It’s the biggest key on earth. I can’t believe that it took 2 ½ hours in that meeting with everyone there going back and forth before all the sudden it was like the angels were singing. We’re like, this is it. That’s the key. And last night I couldn’t sleep, I spent 8 hours tossing and turning thinking about the one thing. It may seem simple, but think about it, spend some time and effort. Because that is the key that will unlock infinite cells for you for the rest of your life. So that’s it you guys. I’m at the office and I’m going to go start working on my PowerPoint. Appreciate you guys, and talk to you all again soon.

Russell explains what and how the certification program is going to work this week.

In today’s episode Russell talks about the upcoming Certification Event. He quickly runs through the itinerary and highlights some of the coolest parts.

Here are some fun things to listen for in this episode:

• What makes this certification different and better than other certifications out there.
• What some of the coolest parts of the event are that attendees can look forward to.
• And why having an actual workshop at the certification is so cool.

So listen below to hear about some of the fun and valuable stuff that will be happening at the Certification Event.

---Transcript---

Hey everyone. This is Russell Brunson and welcome to a Saturday edition of Marketing in Your Car

Hey everyone. I’m messaging you today as I’m out running errands. So I won’t end at the office I’ll end somewhere else. Who knows where? It could be anywhere. But just had some cool ideas and thoughts and wanted to just hang out with you guys. I miss you!

So first off, I wanted to say that if you’re listening to this, it means the update worked which I think it worked anyway. We were able to move from the old RSS feed in iTunes to the new one and I just saw today that the new image was up so we have a new image which is pretty sweet.

I’m thinking about getting a new theme song too. My first theme song was written like in the 80’s. Those who listened to the first hundred episodes would know. The next one is like I just basically wanted a new one really quick, so I found a little jingle on Audio Jungle, hired a dude on some voiceover site and boom, we had the current intro which is good but it’s not amazing, right? So I’m thinking about getting an amazing one done since we’re still doing this like three or four years later. Might as well make an awesome intro. So that’s kind of my thought. So yeah, I think I’m going to do that. So I’m excited for that.

Okay, so what have I got for you guys today? What do I have for you today? That is the question. I’m actually excited. This is – it’s Saturday today and on Monday, we will have a little over a hundred people from around the world here in Boise, Idaho and we are doing the first ever ClickFunnels certification program and it’s something when we first put it together, I was excited for but I didn’t know what to do. OK. I will be honest. I was excited to sell it. That gets me excited. That’s what fires me up. I love figuring out the pitch and the hook and the angle on how to present it and all that kind of stuff.

Some of you guys were at the Funnel Hacking event so you saw me pitch it. I used the Perfect Webinar script to a T. I did not deviate from it. In fact, I had people afterwards who bought, who were just like, “I was watching it and I knew exactly it was going to happen every single slide and I still had to buy.”

So it works in case you’re wondering. If don’t have the Perfect Webinar yet, go to PerfectWebinarSecrets.com and go get the free script. It’s like $4.95, we ship you out the script and the DVD and then you get digital access as well. But yeah, so that’s that and we did it and we sold over a hundred people into it, anywhere from $3500 to $5000.

So it was awesome. So that’s exciting from the sales stance. Then we have like – how to make this so this is like an amazing experience for people. We don’t want to just be like this dumb thing. So we’re trying to figure out a way to make this just amazing. I think we did. It’s going to be fun to see but I will kind of walk you through this because for those who are coming, you have an idea what’s happening and for those who aren’t, you will see what’s going to happen next year. I think we will try this once a year.

So it will be incentive for you to come next year when we do it and then – or if you do it in your certification program, just kind of an idea. So the one thing that I didn’t want to do is I didn’t want to make this like all the other crappy certification programs that are out there on the market. Most of them, it’s like you log on, you watch like an hour-long video, you take a quiz and then you get certified. It’s just like embarrassing and not real and fake. We want to make a legitimate like cool certification program.

So this one is five days which I don’t know why I said five days but I thought it sounded cool in writing the pitch and then I was like, “Five days? What are we going to talk about for five days?” But actually it worked out good. We’re actually like really going to be close on time now. The way it’s going to work is they’re going to come in on Monday and from – we have a couple of different rooms. This one room, it looks like a college classroom or it’s like a whole bunch of like stadium seating type thing. So I get to come in and teach in there which would be awesome for like three hours.

I will be teaching the whole intro there and they go to lunch. They come back from lunch and then we got three breakout rooms that’ll hold about 40 people each. So everyone will go to the breakout rooms and then they’re going to be on their laptops and their computers actually doing what it is that we just taught them.

Then before they can leave that day, they’ve got to pass off to make sure that they have all the skill sets for that section of the certification program and so that would be day one. They did day two. I teach in the morning then we break out after lunch and maybe they will work on a thing. They create the thing and then they get to come through and get passed off.

We do the same thing with teaching – first off teaching how to use ClickFunnels, then teaching high ticket sales or teaching how to create videos, how to write copy, how to do the offer, how to do ascension, how to – different funnel psychology and strategy and actionetics, a whole bunch of just cool things all wrapped into one. It’s going to be awesome.

That’s what’s going to happen. Then on Thursday after lunch we’re bringing in – actually during lunch, we’re going to be working lunch, because – just to make enough time. I have three business owners coming in and they’re going to each of these groups of 40 and the business owners are going to say, “This is my business,” and they’re going to kind of walk them through it and they’re going to let – it would be kind of like the show The Apprenticewhen they start working with a business. The business owner comes in and they get to interview the business owner and ask him a bunch of questions and they got to go and do the task, right? It’s the same kind of thing. There will be multiple groups. There might be five groups in each of these rooms who would be doing it. They’re going to be competing.

So they’ll go – all of them will interview the business owners. “OK. What do you do?” I got three really cool business owners all in very unique different businesses coming in and they will go and they will interview him and then figure out what kind of funnel they’re going to build and then they go back and they’ve got from noon until 4:30. So they’ve got about almost five hours to go and record the person, video, edit the videos, create the funnel, create the sequence, integrate the autoresponder. Like the whole kit and caboodle has to be built out in four hours and then it’s basically those three business owners and there will be like five groups for each business owner.

So that business owner will get a pick from the five groups. Who did the best job? And then we will bring everyone together back in the main room and then we will have our own vote and then the winner will get a big prize and then what we’re going to do – because in my world, we don’t just work for a little while and then we go to bed. In my world, when you got something that needs to get done, you get it done. So that’s what we’re going to do.

So as soon as that part is over, then we’re going to go and we’re going to do an actual hackathon where it would be like 5 o’clock at night and we’re going to hand out a business to – we will break down into groups of threes. It would be smaller groups and basically we will hand out a business profile and then say you’ve got from now until 3 o’clock this morning to go and create this.

We’re going to give each a pack of Ignite which is our – one of our supplements. It keeps you awake and they get a go and pull an all-nighter to create this funnel for this fictitious business and the winner is going to win something amazing and it will be cool. They can pull an all-nighter. It’s going to be awesome. The next day, everyone has a chance to present theirs and the winner will get some awesome prize.

So that’s what’s happening. It’s going to be amazing. So it’s – yeah, it’s not a seminar. It’s an actual workshop which I’m so excited for them. It’s going to be fun to see how the whole thing goes and I think it’s going to be amazing and I’m really excited for everyone who’s coming to go through this experience and I think that what they’re going to leave with is going to be amazing. It will transform people’s lives on both sides. It could transform their own, cause I think that funnel consultants can and should be making six figures a year. I don’t think it’s – that’s a stretch by any – like at all – I think this should be pretty simple to do.

So that’s the one side and the second side is that when you create good funnels for people and they’re able to get more clients into their companies, it serves them, that business owner, plus it serves their end clients. So it’s kind of a three-pronged approach and I’m just grateful to be able to help facilitate it and be part of it. So I’m excited. It’s going to be fun. I’m at my destination now.

So I’m going to check off and I will probably message you guys throughout the certification this week. I got a long drive into downtown Boise every day. So I will share the cool stuffs happening, the insights, other cool stuff. Oh, and maybe I will tell you a little bit about Actionetics. I got to play with it all week last week and it is amazing!

You guys think ClickFunnels is a game changer. Just wait until you see Actionetics. Anyway, I’m out. Talk to you guys soon. Have an awesome day.

What I learned this weekend from hustlers on Craigslist.

On today’s episode Russell talks about the difference between entrepreneurs and employees.He tells of some recent experiences where he realized that he no longer wanted to work with employees and only wanted to work with entrepreneurs.

Here are some interesting things to listen for in this episode:

• What made it obvious that a dude at Tate’s Rental was an employee and not an entrepreneur.
• What Russell had to do to get a pool guy out to his house to fix his pool by the 4th of July.
• And how you can go from being an employee to entrepreneur or even an intrepreneur.

So listen below to find out how you can be more than just an employee.

---Transcript---

Hey, everyone, this is Russell Brunson. Welcome to Marketing in Your Car.

All right, so I want to make that welcome a little more dramatic than normal. I hope that was all right and sounded cool. I’ll keep testing out different tonality on our intro.

Anyway, hope you guys are doing awesome today. So I have something to discuss with you that’s important, very important, for you who are business owners and for you who may be employees.

So my question for you is, how can you tell the difference between an entrepreneur and an employee?

Now by looking at them you might say, “I can’t tell by looking at someone if they’re an entrepreneur or an employee.” But it does not take much to figure out who they are.

Let me give you some examples of what happened to me over the last week. I’ll show you how simple this is to figure out. Who’s the entrepreneur and who’s the employee?

For example, last week I had Rob come out and he’s painting. We have a detached garage and he’s painting this huge wrestling mural inside of it. It turned out amazing.

But there’s part of it, because it’s a really tall garage, where we had to get one of these scissor lifts, that’s what they call them, so he could get up to the top and paint the top.

So we went to a place called Tate’s Rents, and they rent all sorts of stuff. So we’re at Tate’s and we walk in and we’re like, “Oh, there it is, that thing right there.” That’s what he needed.

So we pull in, we go talk to the guy at the desk. And we’re like, “Hey, we’re here to rent one of those lifts that go up really big.”

He’s like, “I don’t have anything like that.”

We’re like, “Are you sure? Because I’m pretty sure we saw one right out there?”

He’s like, “What, the scissor lift?”

We’re like, “Yeah, the scissor lift. That’s what we need.”

He’s like, “Yeah, we’ve got one of those.”

I’m like, “Cool. I want to rent that.”

He’s like, “Well, we don’t really have the trailer for that scissor lift, so sorry I can’t rent it to you. I don’t have a trailer.”

I’m like, “Really?” I look out the window and there’s like 18 trailers. I’m like, “Can we put it on one of those trailers out there?”

He looks at me kind of annoyed like, “Yeah, I guess we could.” He pushes a button and we go talk to the guys outside. “Hey, guys, get the scissor lift and put it on the trailer.”

He’s like angry at me that I wanted to rent something. He was trying so hard to not allow them to give me money because he didn’t want to annoy himself. Which all he had to do was click a little button and say, “Pick this up,” and somebody else had to go out and grab it.

All he had to do was push a button and tell people what to get. But he did not want me to do it because it was going to take time and effort or brain power or something to do it.

So my question to you: is that man an entrepreneur or an employee? Okay, obviously you can tell he is a hardcore employee.

Had that been an entrepreneur, and even if the scissor lift had not been there, he would have said, “You know what? That’s a good question. We don’t have a scissor lift here, but hold on. Let me find one somewhere in Boise.” And he would start calling every single place because he wants to make money.

That’s what entrepreneurs do: we figure out a way to make crap happened. That’s what would have happened if that guy had been an entrepreneur, right?

Another example, so our pool has nine issues we need to fix. I counted them. So I call pool company A and I’m like, “Hey, we got this pool. My goal is I’m probably going to be spending $20,000-30,000 over the next seven days to get this pool fixed up. I would love to get you guys out here to fix it.”

The person on the line is like, “Our guys are all busy, so no one can come out this week or next week. But in three weeks we can come out and have someone look at it and give you a quote.”

Three weeks. I was like, “Nope.”

So I hang up the phone. I was talking to an employee. I didn’t want to deal with him. So I called the next place. This place is like a high-end pool place here in Boise.

So I called them up and I’m like, “Hey, in the next seven days I’m going to be dropping $20,000-30,000 on my pool. I need some help. Can you send someone out here today to give me a quote?”

“Oh, well we’re about two and a half, three weeks out before we can send someone out to give you a quote.”

At that point it was going to be another three or four weeks for them to fix it. I was like, “Are you kidding me? I want the pool fixed today.”

The lady is like, “We can’t. The first opening for the guy to give you a quote is three weeks away.”

So this time I’m like, “Maybe everyone is going to be busy. Maybe I should just book it and I’ll cancel it if I need to.”

So I book it and I call around again. Same thing. This guy’s like, “I can be out there in two weeks,” so I got all excited. Two weeks later he didn’t show up, so I got really mad.

The earlier guy was supposed to show up. He had texted me. So I called him twice, texted him three times trying to ask him some questions. He didn’t respond back to any of them.

Finally the day of his appointment he texts me, “Okay, I’m coming out to see your stuff.”

I’m like, “No, dude. I texted you and I emailed you and you never responded back. So you are officially fired. I’m not working with you. I won’t work with people who won’t respond to me. It’s ridiculous.”

So then the third guy comes out. I give him a list of nine things to fix. He shows up at our house, doesn’t knock on the door or anything. He goes in the backyard, fixes one of the nine things and then goes home. Never communicated, never talked to us, never told us, never anything. Just fixed one of nine things and left.

So at this point I am infuriated, as you can probably tell. I have been trying to get crap done. I was like, “You know what? I’ve got to quit dealing with employees. I’ve got to find someone who’s hustling, someone who is an entrepreneur who wants to make money.”

So I post on Craigslist this ad that says, “$1,000 cash bonus for the first person who responds and can help me fix my pool before the fourth of July.”

And then the ad goes on to say, “The fourth of July I am trying to have a pool party. There are nine things broken on my pool. I have tried the three biggest pool companies in Boise to come out and nobody can make time for me.”

I said, “I’m trying to drop $20,000-30,000 in the next seven days to fix this pool. And for whoever will help me spend this money I will give you, on top of whatever you charge me hourly, you can charge me whatever you want, I don’t even care, I will pay you an extra $1,000 just to show up here and get the crap done because I am so sick of waiting on regular pool people.”

So I post that out there. This was like 11:00 at night. 3:00 in the morning the first entrepreneur responds saying, “I can do it. I will be there.”

Two hours later, the next entrepreneur responds. All through the night. From like 3:00 in the morning to like 7:00 AM, all the entrepreneurs who are hungry, who are up working their butts off, are responding to my ad, telling me why they’re the best person, selling me on why I should pick them over everybody else.

And then all day long for the next two days I’m getting messages from entrepreneur after entrepreneur after entrepreneur. “I can do it. I’ll drop everything.”

“For $1,000 I will call in sick to my day job and I will be there and I will make sure this happens.”

It was amazing. I was like, “These are the kind of people I want to work with.”

I want to work with entrepreneurs who will work nights and weekends to hustle to make some extra money. All these pool companies, I told these guys, “I will pay double what your hourly rate is typically if you can just send somebody out today or tomorrow or tonight or 3:00 in the morning.” And no one would do it.

And finally on Craigslist I found some hardcore entrepreneurs who are hustling, who are looking for money. So this one dude now comes every morning at 6:00 AM before his other job. He’s been working his butt off for some extra cash.

And when he was done, you know what he told me? He said, “What else can I do? Can I take your garbage to the dump? Can I mow your lawn? I noticed this.” All these other things he noticed about my house that I could use his help with.

I’m like, “Heck yeah, man.” He starts cleaning stuff up, he starts earning money like an entrepreneur.

I’m like, “That guy I have respect for.”

And then the one guy couldn’t do everything. We had a concrete slide that needed to be redone. So finally I get this dude who’s like, “I’m a concrete guy. I can fix your slide for you.”

So he comes out, busts his butt in 109-degree weather, cleans the whole thing all up. Then he gets so excited. He’s like, “Man, this is cool. I want to take ownership of this project. I want this to be the most amazing thing in the world for you.”

He goes home that night, spends like four hours watching YouTube videos to figure out the best way to seal and do my slide the right way. Comes back, “Hey, man, it’s going to cost you a little extra. This is why it’s important and what it’s going to do for you.”

He had a job he was supposed to be at this weekend. He cancelled his job because there was a better opportunity for him to make more money for me. He spent two and a half days, three days, working his butt off to get this slide done in time.

That man is an entrepreneur. So that’s the difference, you guys, between an employee and an entrepreneur. You can always tell in a heartbeat. If you walk into a restaurant three minutes before closing time and they’re like, “Oh, sorry, we’re closed,” that’s the employee.

If you walk in and the guy’s like, “Hey, come on in. We want to make this an amazing experience for you,” and he serves you and treats you well, that’s probably the entrepreneur of the business.

So a lot of times when I get bad service I just ask, “Who’s the entrepreneur here in the company? Because I don’t want to deal with employees who are going to whine about doing their freaking job.”

I want to deal with entrepreneurs who are going to bust their butts, who are going to figure out ways to make this happen, who are going to make some money. That’s the kind of person I want to work with.

So that’s it, guys. So my question for you is, which one are you? Are you an employee or an entrepreneur?

If you’re an employee, you’d better fix it quick. Because if you’re an employee, you’re going to stay that way for the rest of your life.

Even if you’re being entrepreneurial inside of another company, it’s different. We call those people intropreneurs, who are able to exert their entrepreneurship inside of their company.

I look at my company and I’ve got some people who work for me who are intropreneurs and some who are employees. The intropreneurs make more money. I give them raises all the time.

They’re the ones who are out there figuring out what to do and finding ways to make things better. The employees are the ones who do what they’re asked to do. They do a good job of it and that’s why they have jobs, but they’re not making way more money because they’re just doing what I asked them and not figuring out what they can do.

That’s the difference and it’s time for you guys to figure out which one you are. If you are an employee, you probably should stop listening to this podcast. If you’re an entrepreneur, you’re in the right spot. This is where we love and embrace your type.

From now on, I’m no longer hiring crappy companies. Craigslist will be my spot to find people to fix my stuff, because that’s where the entrepreneurs are hustling, looking form more money, looking for more jobs, looking for more opportunities to serve. And that is where I will be putting my money.

Have an awesome day, you guys. And I will talk to you soon.

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

---Transcript---

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

What I learned about calculated risk after having three people shoot thousands of dollars worth of fireworks at my head…

On this episode Russell talks about the firework war he is driving to. He discusses looking at the worst case scenario and figuring out if something you want to do is worth the risk.

Here are some fun things you will hear in today’s episode:

• Some of the injuries that occurred last year and what Russell and the other people in the firework war learned from them.
• Why looking at the worst case scenario made it clear that a firework war was actually worth the risk.
• And how you can apply the concept of looking at the worst case scenario to your business.

So listen below to hear why having a war with fireworks is actually a good idea.

---Transcript---

Hey, everyone. This is Russell Brunson and welcome to Marketing in Your Car.

All right, guys and gals, tonight is a special night and I am bringing you along on the journey because you are special to me. You guys listen to me every single day, so because of that you get in on a part of my life that most people do not get to know about.

Today as I record this it is the Fourth of July. It is 9:46 P.M. and I am currently heading to our second annual Firework War. Some of you guys may be thinking, “What is a firework war?”

Well, what is a firework war? Imagine the most immature men that you know, people like me and the people I like hanging out with, and imagine that we go to one of our friend’s house who has a huge basketball court. We bring a bunch of pallets, obstacle courses, and a bunch of things, and we play three-on-three fireworks where we are shooting 400 roman candles and thousands of bottle rockets.

We also have the big bottle rockets, like the actual rocket heads. We have mortars; we have firecrackers; we have fountains; we have all sorts of stuff. We have enough stuff that we will be blowing things up for at least an hour, maybe two.

We spent at least double what we spent last year on it and it is insane. My wife is convinced I am going to die; my kids say I am going to die, but I am not going to die. I didn’t die last year. Last year we did have a few casualties. This is what makes me laugh because the guy kind of deserved this.

If you were going to a firework war and you knew the whole point of the game was to shoot fireworks at each other point-blank, not far away, but like point-blank fireworks, you would think you would wear long sleeves and pants, right? But, no, this dude wore short sleeves and shorts. Halfway through the firework war he got hit right in the arm with one of the big bottle rocket things and it totally put him out. It popped a blood vessel or something and it was spewing out blood. Luckily for us, the guy who has the house where we do the firework war, his dad is a doctor, so we had medical supervision on staff during the war. We had it wrapped it up and he was fine.

At first we had these fountains and we thought they were going to be dumb, so we didn’t use them. Then we found out if you light a fountain, they run for five minutes sometimes. We would light them and lob them over to the other guys’ side. One of them landed inside the box of fireworks and started setting off all of these other fireworks.

We were just thrashing these guys and they got so upset that the one guy picked up a mortar. Before we were shooting mortars in the air just for fun, just to kind of scare people and stuff like that. But he picked up a mortar, turned it at us, and shot it, and the kick-back from the mortar came back and smacked him in the collar-bone and actually shattered his collar-bone. He had to head to the ER. After he headed to the ER, we pulled somebody from the audience in and we continued the war. It was awesome!

That is what we are doing right now and it is going to be awesome. I am ten minutes away from it and I am excited. We have been working all week going to get all the fireworks. We mapped it out way better this year than last year. We realized which ones were our favorite kinds of fireworks and which ones were kind of lame. From that we got the right ones which is awesome.

The guys with whom I am playing have spent all day today setting up all of the obstacle courses. In fact, they did it in the middle of the obstacle course where we were kind of fighting. It is not an obstacle course. There are barriers and stuff so that when we are advancing and trying to attack them and they are trying to attack us, we are kind of safe. We have barriers and things we can hide behind.

In the middle of it, he took about $300 worth of fireworks and set them up all around this thing. We bought a bunch of this long fuse and with it we wrapped everything around. At the end for the grand finale, we are going to light that fuse and all lay on the ground and watch as $300 worth of fireworks go “pop-pop-pop-pop!” It is going to be amazing.

Another cool thing he does is to stream music, so we have music happening. There is a bleacher so that friends and family can come to watch. It is pretty intense. This is what is happening tonight and it is crazy.

Somebody has to be thinking, “Russell, why would you go and shoot fireworks at your friends?” like that is the stupidest thing in the world. There is a reason, not that it is a good reason. Hopefully, this will be the little nugget of value I will drop on you guys tonight before I go get fireworks shot at me.

For me it is assessing risk, right? My wife says, “What if you die?” and I say, “I’m not going to die.” Worst-case scenario based on last year is that I shatter my collar-bone. We know that was because of a mortar, so this year I am not shooting mortars at people. Boom! That possibility goes to almost zero, right?

Number two, you might get hit in the arm with something, so I wore long sleeves. I’m smart enough to cover that one, so the risk drops even lower. We have goggles and everything. Worst-case scenario, my hands might get burnt. In fact, I am betting they will get burnt tonight. They just do; that is part of fireworks.

That is the worst-case scenario. I cannot think of anything worse that could happen. For me, it is all about calculated risk. I am looking at something and saying, “What is the calculated risk in this thing?” Best-case scenario, we have an amazing time and it is awesome. Worst-case scenario, I burn my hands. I can deal with that, so it is okay. I can take the risk.

The same thing happens in business. When I get into business, I look at calculated risk. If this thing bombs, what is the worst-case scenario? If it is not that bad, I just do it. A lot of us do not think about what the calculated risks are. We just know there are things that make you nervous or keep you from moving forward and all of that kind of stuff, and you don’t.

However, you want to sit down and say, “What is the actual risk? If I do this and it doesn’t work, what is the worst-case scenario?” After you figure out the worst-case scenario, you have to be okay with it. If you are okay with it, you can run forward.

I did a whole podcast, probably about 100 episodes ago, talking about the worst-case scenario. The title probably was “Worst-case Scenario,” so, if you are interested in how I deal with that and how I use it as a tool to move forward quickly in business and in life and everything I want to accomplish, go back and listen to that podcast.

For tonight, worst-case scenario is that I am going to have an amazing time. We actually do have someone who is coming to film the whole thing, so I will have video footage. He is going to make a war documentary, so he is probably going to post that online somewhere. Make sure you are on my email list and make sure you check it out because it will be amazing.

That’s it, you guys. I am signing off. I am about to go blow someone up and I am excited. I appreciate you guys listening in. Have an awesome Fourth of July. If you are not in America, whatever you are celebrating this weekend, celebrate and have a good time. I will talk to you guys next week when we are back at the office.

This is the reason why many of us, including me, often fall short of truly changing people’s lives.

On today’s episode Russell talks about struggling with his need to perfect his book as he’s reading it for the audiobook version. He remembers struggling with it 2 1/2 years ago when doing the same thing with Dotcom Secrets book and how that has helped work through it this time.

Here are some of the cool things you’ll hear in this episode;

• Why Russell struggled to do the audiobook version of the Dotcom Secrets book, and how that is helping him get through it with the Expert Secrets book.
• What Russell learned from listening to Brian Tracey onstage versus a Brian Tracey audiobook that was too perfect.
• And why sometimes we should let our perfections go because that might be keeping us from changing others lives.

So listen below to find out why Russell struggles so much doing the audiobook versions of his books.

---Transcript---

Good morning everybody, it’s Monday, well at least for me. Who knows when you’ll listen to this. But even if it’s not Monday, treat it like it’s Monday because it’s going to be amazing today. I am actually on my way to go record the last half of the Expert Secrets book for audiobook format.

It’s interesting, I don’t know how many of you guys have done it before, but I remember the Dotcom Secrets book, when it was done we were planning the launch, everything was happening. And all the sudden the week before I was like, “Wait a minute, what if we did an order form bump that was the audiobook? That’d be the coolest thing in the world.” So then I was like, how do you make an audiobook? So I tried to start recording it myself, and that didn’t work.  So I’m like, there’s gotta be recording studios that do this kind of thing.

So I search around, there’s this dude in Boise who has a recording studio for bands, but I don’t think we’re in the era where bands record a lot of stuff anymore or whatever. So anyway, I hired him to do the book and it was awesome, kind of. Well, it turned out awesome for those that got the audiobook version. But a couple of things, because I forgot the mental turmoil that I went through. So the problem is he said normally people spend a week recording an audiobook but I had to do it all in one day because I was in a huge time crunch.

So I started trying to do the whole book in a day, which had a lot of pain associated with it because it just took so long. And it was tiring and it was, I was trying to keep my energy level up because I didn’t want people listening and each chapter getting tired-er and tired-er with me. So I was doing all sorts of stuff to keep me awake and alert, which was really hard. Honestly, there’s a lot of pain associated with that first book.

And the other thing that is interesting, first half of the Dotcom Secrets book is written like a story so it sounds really well. Then the last half it’s like examples and things that don’t make sense as an audiobook. So I recorded it and I remember as I’m doing that whole thing, it made me really self conscious about the book because I was like, these don’t sound awesome. The first half of the book sounded cool, but these parts, me telling the script and plugging in examples, it just doesn’t work unless you’re reading it.

So I did it, but what’s interesting is when it was done, I was, and I forgot about this until Friday when I started recording this version, but I forgot how self conscious when it came to the book while I was recording the audiobook version. It was this weird mind thing where I was like, this book is not very good. Because I don’t think it’s that good as an audiobook. But because of that, I never, after that was the last time I read the book, was when I did the audiobook. I put it on a shelf and I never read it.

Then we launched it, literally a week later and sold, I think last we checked it was like 79 thousand copies, so we’re getting close to one hundred thousand copies, which is awesome. And I’ve had insane amounts of people tell me that the book changed their life and changed their perspective on things and helped them understand marketing and sales and funnels. It did it’s job and I’m really proud of it. Really, really proud of it.

What’s funny is that I know that as we’re approaching our next book launch, there was things I wanted to clean up in the book, and most of them are things that I remember came to my head during the audiobook version, things that bugged me back then. So last week when I was flying to Arizona on Wednesday I got the old book out and I was highlighting all the stuff I wanted to change. And as I was reading it I was like, “Man, this book…” I probably shouldn’t say this about your book, it’s not very humble, “This book is really good.” I was really proud of it, even though there’s things I want to change and tweak or whatever, but I was really proud of it.

And I forgot. I was like, “Man, I haven’t read this in a long time, I forgot about it.” And then Friday I went in to read the Expert Secrets book I started getting this, I was sitting in the exact same chair, in the exact same room, exact same everything as the Dotcom Secrets book. And the first part of the book is similar. It reads like a story, so it, I was liking it. But then I got to the parts that are similar, where it’s like I’m taking the power point slides and I’m plugging in all the stuff. And it doesn’t read good as an audiobook that way. So I started becoming more and more self conscious as I was reading it.

I spent probably 6 or 7 hours in the studio recording the book and by the time I left, I was a wreck, my whole brain was just second guessing the book, is it any good? Maybe it’s not any good? What if people don’t like this because it doesn’t make sense this way? And all the sudden as I was sitting at home I was laying there, after I think my wife went to bed. I think I was watching Shark Tank or something because I was hopped up on enough caffeine to give me energy to read the book and I couldn’t fall asleep.

I was sitting there and stressing out and then I was just like “Huh, I kind of remember this from 2 ½ years ago when I did it with the Dotcom Secrets book, and I remember how much I second guessed the book and  I didn’t even want to sell it after I finished the audiobook. But we did it anyway because I was like I can’t do anything, I just have to put it out there. I kind of feel the same way about the Expert Secrets book. And this time luckily it broke up into two days, otherwise it would have been even worse. That’s why I’m going back to do the last. I probably got 68 percent of it done on Friday and I’m going to do the last 40 today.

It’s just funny how much you second guess yourself. And I started thinking about all the products I’ve created in the last 14 years, and the interesting thing is I’ve never gone back and watched any of the products ever. And I think that the problem that some of us have, is that we do. You put your heart and your soul into something and when you’re creating it, you know it’s right. When I was working on the book I was like, “I know this is right. I know.” I felt right about it and then when I went back for the book version, its me doing the audiobook, you start second guessing yourself because you’re like, “Ah, I didn’t say that right. I should have said it this way. “ So much of this stuff floods into your mind that if it wasn’t for the fact that it’s being published, it’s being printed, the launch date’s happening, all these things, I probably would just pull the plug.

“You know what? Screw it, I hate this book.” Just running away. Luckily the wheels are in motion just like the Dotcom Secrets book, I couldn’t do anything about it. The Dotcom Secrets book we were giving away a Ferrari, there were no if, ands, or buts. This is happening whether I liked it or not. The same thing with this and I’m grateful for that because I think a lot of us, we record something and we go back and listen to it, and then you second guess yourself and you cancel this thing that could have been life changing for somebody else.

So I would recommend for a lot of you guys, first off, if you’re editing your own videos or audio, I bet that’s hard. I luckily have no skills or talents, so I’m not able to do that, but if I could I can imagine how I would be stressing out and trying to cut our every cough or hiccup and everything. I would be trying to make it perfect, whereas the perfection is often times what kills the project or what takes the soul out of it.

You know Marketing In Your Car, you’ve guys have heard me sneeze, you’ve heard me almost kill squirrels, I even got pulled over once, or at least almost pulled over multiple times. But that rawness of it is what makes it intriguing. I think sometimes we try to perfect it so much that it loses it. I remember I was listening to a Jay Abraham course back in the day and it’s the first time I remember hearing Brian Tracey and I was listening to this presentation of him on stage and I was like, “Dude, this guy is captivating.” Everything was amazing about it. I was like I want to learn everything Brian Tracey. So I went online and to Ebay and bought every Brian Tracey course known to man, and the first one I plug in and it’s Brian in the studio reading a book and I was like, I listened for probably an hour and I was like, this is horrible. I just turned it off and I’ve never listened to Brian Tracey since, which is sad because the first experience with him live in front of people, there are flaws and things and it was amazing.

In fact, it’s interesting, everyone is obsessed with audiobooks, and I like audiobooks, but if you look at what I listen to, this morning while I was working out I was not listening to a course of Dan Kennedy onstage. Because there’s something, I like people’s energy on Stage much better than their energy reading a book in a studio, typically. That’s why I’ve tried to keep, in fact that’s one big reason why I read my own audiobook, as opposed to everyone else was like, “Don’t read your own audiobook, hire someone else to do it for you.”  because of the pain I’m going through now, but I was like “Then you’ve got some dude reading a book to you. At lease when I’m doing it I’m able to use my own voice inflections and talk the way I would speak to somebody more personally and have a little more fun with it.

But there’s something about live, so I would just say, the  reason why I’m sharing any of this, in fact, I think sharing my mental battles I have with myself over my own content is the same thing all of you guys are dealing with. And I would just recommend to, if I was most of you, don’t ever go watch your course after you do it. Let the people speak. Because you’re going to be so, at least for me, I’m so critical of myself, I would hat everything.

I literally, if I went back to every podcast I would edit out every stutter, which I just did three of them right there in a row. I would edit out every cough, every sneeze, edit everything and then it would become this perfect thing and you guys wouldn’t connect to it. I just think it’s important to pull yourself out of the editing of the content if you are the content creator, because I think sometimes because of our perfectionism, that we like and we expect of our own stuff, it will actually keep you from creating what will give people the lasting change that they had made.

So I hope that helps somebody who’s stuck in that part of it right now like I was and have been and am in often. With that said, I’m going to wrap this, for a couple of reasons. One, it’s kind of the end of the thought. Two, I’m about to get on the freeway and I have no idea exactly where I’m going, I’m really bad at directions, so I gotta turn GPS on my phone. I should have just done the episode with GPS on and you guys could have heard every two minutes, “Turn left here. In one quarter mile, turn right.” But anyway, I didn’t do that, so you guys missed out.

Anyway, I’m going to bounce, appreciate you guys all, have an amazing day and don’t be perfection, don’t try to be perfect in your content. Just create stuff and put it out there because I think perfection is the number one thing that’ll kill your ability to change your customer’s lives. With that said, appreciate you guys and I’ll talk to you soon.

It’s time to focus on your “one thing”.

On this special late night episode Russell talks about how he learned to stop being a jack of all trades and focus everything around one thing. He also reminisces on some of the harder times he’s had before he got this far.

Here are some interesting things you’ll hear on today’s episode:

• Russell tells how he used to be a “Jack of all Trades” and how that limited his growth.
• Why at first he thought it was a bad thing to be pigeon holed as “The Funnel Guy” and why he changed his mind.
• And why everything he does now is focused around Clickfunnels and why that is the key to his success.

So listen below to find out how Russell went from “Jack of all Trades” to “The Funnel Guy”.

---Transcript---

Hey everyone, this is Russell Brunson and welcome to a late night, well not too late, it’s about 8 at night, so a later night Marketing In Your Car. Alright everyone, so I’m heading back to the office, we are day two of our hack-a-thon, which is so much fun. So we had the last, we had about a 4 hour smack-down today deciding the future of Clickfunnels and it got heated, it got a little bit….a little tension, but it was all good because it’s just interesting. I love my partners and love the people in the company, everyone has, we’re all definitely people who are great at what they do, so we have strong opinions, but when all was said and done, a couple of things I think are very true. One is we all respect each other, like insanely, a ton. And number two is that we care about the customers, and that’s really where the conversation keeps going to, is what is best for our customers, which is awesome. Way better than, what does the board of directors want, which is once again why I will never do the whole VC thing, on top of all the other jokes. But it was really good and we have some really cool directional things that we’re doing that, some things make me nervous but they’re going to be huge. Game changing type things. So I’ll share more as we keep going on, but I just wanted to kind of share that.

And then I wanted to talk to you guys about something that I think is really important, that’s on my mind. It’s interesting, I looked at the last 12 years of me being in this business, and first year I was just hustling and tried to make a little bit of money and I did and that was awesome. And then I tried to make a little more and I remember I was just hustling. We’d do a promotion and make $15- $20K and then I wouldn’t do anything for 3 or 4 months. Then we’d try something else and we’d make a little more, here and there. And I remember one day one of my friends who’s in the business was like, “Did you pass six figures yet?” I was like, “ No.” because in my mind six figures a year is insane, that’s not even possible. Then I was like, wait. I started doing the math, I was like “Oh my gosh. I did, I passed six figures this year. That doesn’t make any sense to me. That seems outside of logic.” It wasn’t something I believed was happening. So then I got excited, now I got a goal. I want to make a million dollars in a year.

So we went towards that goal, and went towards that goal. It’s funny because I think it took me 3 or 4 years to cross a million dollar mark, and there’s some mental barrier. I missed it by a few ten thousand dollars 2 or 3 years in a row. I just remember I was like, why can I not break the million dollar mark in a year? It just seemed so impossible for some reason and I couldn’t figure it out. And then after I finally did break the million dollar mark, then that mental barrier was gone and I shot to the next level and we got to the point where I think my best year we did 8.9 million in the calendar year, and I think we did 10 if we looked at it from a start day. A 365 start day from the peaks. But in the calendar year, from January 1^st to December 31^st, on tax is 8.9 million was the biggest year I had. After that is when the company crashed, if you listen back through all my old marketing in your car’s you’ll hear all those stories. That’s not for today.

Then we restarted, and we started growing and we stuck at 3 million dollars a year, for 5 years in a row, stuck, stuck, stuck. We tried focusing, which got us to 3 million, we were like let’s diversify, let’s launch 10 companies. We launched 10 companies and we still made 3 million. Then, it was just thing after thing after thing.  And then we started having a little more success when some of our other offers started going bigger. Neurocell did well and a couple of other offers started doing well. Anyway, it was just……but it still, then I think we were hovering around 6 million or so. I was like, “How do we get back to 10 million without having a hundred employees? How is that possible?” And I remember going to marketing events and people would be like, “Okay, this is the whatever guy. This is the whatever person.” And everyone would have their thing, and be like, “Russell, what’s your thing?” and I was like,, “We’re all things marketing. We do copywriting and we do funnels, and we do traffic.” We just kind of did everything. And I always thought that was a strategic advantage. “You can go to this guy to learn whatever, but we’re going to teach you the whole thing.” And that was always our whole thing. We want to teach everything.

Just by nature, we were good at everything, so we wanted to show everything and teach everything in this market and that’s what we did. And the problem is we just kept getting stuck and stagnant. And I never could figure out why. And then the whole Clickfunnels thing came and it wasn’t something we even invented the conversation. People had been talking about funnels, we’d been talking about funnels for 8 or 9 years. And I remember at the time, Ryan Deiss Traffic and Conversions Summit was all about funnels, seems like it was a hot topic right when we were building this tool. It really was a perfect storm when we launched it and all these things and it took off. And I wrote my book, and my book wasn’t ever really about funnels. Like if I was to re-title it now I probably would change the title, at least the subtitle, to be more about this is a funnel book. But it didn’t it was just me teaching my process, but it all came down to funnels. When you look at the whole process, it was all funnels. And people read that book and because that came so close to Clickfunnels people associated it as this is the guide book or the handbook for funnels and this is the software, and that means Russell, therefore, is the funnel guy.

But at first I didn’t like that because I was like, there’s a lot of people teaching funnels, I’m not the funnel guy, I’m the guy who does everything. And it’s interesting, but that’s kind of like I had this weird pride thing that I wanted to bigger than funnels, or I wanted to be whatever, but people kept kind of pigeon holing it, you’re the funnel guy, you’re the funnel guy. And finally after a while I started embracing it and shifting things and now all of our products are being tied to that. Funnel Scripts, here’s the scripts to your funnels. We had High Ticket Secrets, which is your high ticket funnel, and we had all these  other things that we have rolled out before and since. And then we started tying things to Clickfunnels. We have our Quick Start Program, which is helping people set up. We’ve got our funnel certification program, even my Inner Circle, interesting enough, transitioned to a funnel inner circle. Someone even mentioned it, last meeting. The reason why we’re in this room is because Russell’s the best in the world at funnels. I was like, how interesting is that? And I really think that the big….I mean obviously there’s a lot of things that happened, but one of the biggest thing for us that took us from where we’re at now to this year, I don’t want to share numbers or anything, but it’s going to be, I mean 3 or 4 maybe even 5 times more than my biggest year of all time. It’s just kind of crazy.

And I really feel like it’s because we picked our thing. And that’s what we’re focusing on. Everything we’re doing is around this one concept of funnels and we’re trying to become the best in the world at funnels. Our coaching’s around funnels, our products around funnels. Our front end offers are around webinar funnels and book funnels. Everything is tied to this conversation that we are trying to become the best in the world at, and I think that that’s one of the keys. As much as I hated to go that way and I didn’t want to, and I fought it for so long. Because I’m good at a lot of things, I wanted to be all these things, but I don’t think that’s the key. The key is figuring out what are you the best in the world at? What is your thing? And then everything you create is tied to that one thing. You know, Ryan Deiss just posted, I think Digital Marketers, he’s says it’s been 5 years now and I was reading this post. It was really cool, I really enjoyed it. But he was talking about how every year their business model changes. They were this, they were this, and they were this. You know, one year they were funnels, the next they were consultants, the next year they were whatever, and this year they’re doing certifications and it’s kind of like, their business keeps changing and I know they’re doing well, but my guess is that if they would pick a track and stick with it, and they’re trying to obviously, one of them is going to become the thing for them, but if you were to ask people 3 years ago who does funnels in the industry everyone would have said Ryan Deiss, but they shifted away from that. They shifted their focus to the next thing. It was the machine in email marketing and then it was…..and now it’s certifications. So I’m hoping they find their spot, I think certifications; I think what they’re doing with certifications is unique and cool and nobody else is doing it. We’re definitely not going that direction. I think that there’s this area that they’re going to carve out and just kind of own. I hope that’s the plan. I hope. I love to see what they can do if they execute hard on that for 3 or 4 years and just focus there.

I look at us we’re focusing now on this one thing and I start looking at a whole bunch of things are going through my mind right now. How do I build a community? Surround a topic? Our community, we’re funnel hackers. We funnel hack. We can have live events, hack-a-thons, the funnel hacking live event. It’s funnels and …. And it’s suddenly all these things and if you want to build a cult or a culture, it comes down to becoming the best in the world at one thing and then tying everything you’re doing around that concept.

Kind of a fun idea behind that. One of my close buddies, Chad Woolner, he’s a chiropractor and he’s been kind of trying to figure out his spot in the world outside of his practice. What does he want to do? How does he want to serve people outside of that? A little while ago he decided he wanted to help serve chiropractors and help other one’s get to the point that he’s gotten, really free themselves from the startup of a practice and those kind of things. So he started a podcast, he’s doing all these things, and they’re all good and he’s teaching everything from how to do this to this, all these things which are broad and good. And we were at a camping trip the other day, and I was sitting there and I was like, “Would I go on Paychat to learn how to grow my Chiropractic business?” and I was like, “I don’t know if I would.” Not that he doesn’t know his thing, because he does, but I don’t think he’s the best in the world at all those things that he’s teaching, all those things. What could Chad be the best in the world at. And I was thinking, and this isn’t the answer for everyone, but for him I was like, “Dude, you’re probably the only Chiropractor on Earth that knows anything about funnels. You build funnels, you build your own funnels, online funnels, offline funnels. I would venture to assume that you are the best in the world at Chiropractic funnels right now. That should be your thing man. You should shift all your branding and everything around that one thing and make that your focus. If that was your focus and I was a chiropractor I would come to you in a heartbeat. I wouldn’t come to you to learn how to build a chiropractic business, because you don’t have the biggest Chiropractor business, so I wouldn’t come to you for that. I would go to whoever did. But you’re the best in the world at chiropractic funnels. I would come to you for that. If you were to come to an event, let’s say there’s a big event in your industry you could say ‘hey, I’m the Chiropractic Funnel Dude.’ They would allow you to speak because you are that person.”

And I was looking at the other Chiropractic guru’s and there’s a social media one, there’s different ones and each of them would have their little spot in the ecosystem. I’ve always, again like I said, I always was kind of resistant to that and fought that, but now I really think that’s the key. Anyway, I just wanted to leave that while I’m driving back to the office to kind of think on. What is your thing? I know you’re good at everything, because you’re amazing. So of all those things, where, when someone says, “Oh, so and so, they’re the funnel dude. They’re the social media dude. They’re the eat fat and butter dude. Or put butter in your coffee dude.” Or whatever your market is. What makes you unique? What makes you different?

It’s kind of funny, I was looking at our old products, we had micro-continuity, which was cool, but it was just another random thing where now I can be like, “hey micro-continuity funnels.” And suddenly takes a concept and wraps it in a way that is unique to me and now it gives context and now people care. Anyway, just some thoughts. Hopefully that helps some of you guys and I hope you take some time to kind of carve out where in the world you fit into your ecosystem. And don’t fight it because you feel like you’re better than it. Own it. And I think that’s how you go deep with people and your audience. That’s where you’re going to see the biggest transformation. So there you go you guys. I hope you enjoyed that. That’s all I got. I appreciate you all, thanks for listening. Thanks for being part of this crazy community we’re trying to build, and I’ll talk to you guys soon. Bye.

How to change your sales process that’ll allow you to 10x your prices with half the effort.

On today’s episode Russell talks about getting quotes on construction projects and the frustration that comes with waiting. He shares how those contractors could do things better and how that relates to his business.

Here are some interesting things to listen for in this episode:

• Why Russell doesn’t believe in doing quotes and why that turns into comparison shopping.
• Why Russell is not trying to be the cheapest option in the business.
• And why positioning yourself in the right place and setting your own rules gives you the control over your customers.

So listen below to hear how to take control in your business and make your own rules.

---Transcript---

Good morning everybody. This is Russell Brunson, and welcome to Marketing in Your Car.

Hey everyone, I just finished a near flawless morning routine, it was exciting. I woke up on time, I studied my scriptures, which, for me, is a big thing. Then, I did my supplements. I’m trying to process how to stack them to make me feel the best. When I just down a million supplements at once, I don’t feel like I’m taking over the world. I tried something where first thing in the morning, I get apple cider vinegar lemon shot, which is horrible, it’s really painful. Then, do my keto OS right then, along with my On It supplements. Then, do my study, then doing my morning workout. It was super dark this morning, it’s crazy. A week ago, when I was running, it was light. Now, it’s dark, so I did this stuff inside my wrestling room, which was fun.

Did a killer workout for an hour, did cardio really hard for 20 minutes or so, then switched over to weights, body weight stuff and heavyweight stuff, which was really fun. Then, came back in and did bone broth, this green drink thing, and my bulletproof hot chocolate stuff, along with the rest of my vitamins. Anyway, feeling good like that, breaking them up like that and then doing the stack that way. Anyway, feeling really, really good. Liking that, so I’m going to keep tweaking and testing that and try to keep perfecting this thing, which will be fun. Now, I am heading into the office. I had a thought today, as I was looking at vendors and how people have been working with me on different project in the home and things like that. I wanted to hopefully save some of you guys from yourself, that’s my goal for today’s message.

This is what’s been happening. I call a contractor or whatever, have them come out here. I’m like, “This is what I want to have happen.” I’m all excited, I have all this energy, and I’m showing them everything. They’re like, “Oh, cool, cool, cool. All right, we’re going to go home and build out a quote for you, and we’ll get back to you.” My excitement level drops a little bit, like, “Okay.” Then, they go home. Honestly, like a week, two weeks, three weeks later, they come back with a quote for me. They email me the quote in a state where I’m not longer pumped up, excited, and fired up. They email it to me, and it sits in my inbox. I look at it just really devoid of emotion, it’s got a whole bunch of things that mean a lot to them, but means zero to me. I’m looking over these things, and it’s so uninspiring.

So far, three or four people that have sent me these quotes back, I haven’t even responded back to them. What’s funny is that when I don’t respond back to them, none of them ever follow up again. They just don’t, that’s the end of it, and they lose my business. It’s crazy to me because some of these projects are really big projects that could make or break a company sometimes, I would think. A couple things I want to do is first off, I want to walk you guys through the process of if you are doing quotes, how do them right. Then, I’m going to walk through the process of how to actually do them better. Here’s how to do them right. When I am in the peak excitement level and I am going crazy, that’s the time you want to get me to commit. You don’t want to get me to commit three weeks later when I’m out of state, right? The biggest thing about sales is 90 percent of it’s creating the emotions so that when you ask them for money, they say yes. When someone has you over to their home, they’re excited, and they’re going crazy, that’s the time you want them to commit. That’s step number one.

Again, most times, you’re not going to know what it is right now, but man I would lock them in right now. I’d say, “Look, this project’s going to be pretty big, it’s going to be 20, 30,000 or whatever, could be potentially. I’m going to go find those things out for you, but I want to lock this in today. I know you’re excited, I’m excited. How soon would you like us to come out?” For me, I kept telling the guy, the most recent guy, I kept telling him, “My biggest concern in life is urgency, I want this done yesterday. I don’t really care how much it costs, I just want it done.” With that, it took him three weeks to get me a quote back, which is ridiculous.

I wanted it done in three weeks, so right then, he should’ve said, “Hey, how about this? Let’s lock this in, and say it’s going to be a lot. Let’s just say the first $10,000, because you know it’s going to be more than that, right?” I’m like, “Yeah.” “Okay, let’s lock this in while you’re excited and I’m excited. First $10,000, that means my guys will come out next Wednesday, and we’re going to start this process. It’s going to take me a while to figure out exactly what it’s going to cost, but it’s at least 10 grand. Let’s lock down 10 grand, you pay ten grand right now. We’ll get started, and I’ll have the rest of the quote for you later on. I guarantee it won’t go over 50,000, or 40,000.”

Or, ask me what’s my max budget, and I can say, “I’m looking probably 40, 50 grand.” “Okay, cool. We’ll make sure we don’t go over that. Let’s lock in 10 grand right now and let’s get started.” Now, you’ve got me as a client. Now, you sold me and got my credit card at the peak of emotional impact. I’m pumped up, I’m excited, I’m fired up, right? Not three weeks later after I’m annoyed that I still haven’t heard back from you. That’s step number one, step number two is getting money now, it’s way better than getting money later. Lock in, get some money now, and figure out the rest of it later. You don’t have to have 100 percent perfect quote, you just find out what their max budget is and tell them you guarantee it’ll come in underneath that.

Then, go back to work and spent your week, two weeks, or three weeks, whatever it takes, figuring that out, but get the process started. The biggest things that can cause people to cancel, refund, or whatever is that the process never gets started. They’re sitting around waiting forever. We had someone come in and do blinds, it took them eight weeks to get the blinds installed, just ridiculous. We didn’t hear back from the once. During that eight week period of time when I’m nervous, I’m waiting, I’m excited, I’m losing this, I’m getting frustrated, you should be calling telling me the status. That gap is when you go to be really treating them right. Those are some things if you’re doing quotes that I would really think about.

Now, I want to shift it around and tell you guys a better way to do it. The better way to do it is don’t do quotes. When doing quotes, suddenly, you are in a business now of comparison shopping. In fact, the guy that sent me the most recent quote, on the top of it, it had this big disclaimer, like, “If you send this quote to other people, we will bill you $250” or something stupid like that. You know what happens is you get a bill, I forward it to three other people, and they try to beat it. As soon as you give them a quote, they’re going to go comparison shop. It’s the dumbest thing in the world, you don’t want people comparison shopping, you want to flip it around and you want to position and posture the right way.

The way we do it is we position ourselves as the best, the most expensive, the hands-down best alternative on earth. One of my mentors, Dan Kennedy, said, “If you can’t be the cheapest option, there’s no strategic advantage in being the second cheapest.” Which is a huge, important thing. I’m dropping a piece of gold for you guys right now when you understand this. If you can’t be the cheapest option, there’s no strategic advantage in being the second cheapest. If you can’t be the cheapest, you need to be the most expensive. Position yourself as the most expensive, like we are the most expensive shop in town, but we do it the best. Go after the premium market, because again, either go after the cheapest, or the premium, but don’t be in the middle.

Pick the premium, then strategically position yourself in a spot where you are not easy to work with. It’s hard to get to you, they have to apply, and you change the whole process. That’s why my coaching program is application only. We don’t go out there and beg people to buy from us, we make them apply, we put them through a process to position and posture ourselves at the top of it. The top of the market, not the low price leader, or the second-to-low-price leader. If you can’t be the lowest, then you got to be the most expensive. We position ourselves that way, we make people apply. When they apply, now it changes the whole thing. No longer am I coming out and giving you a quote, you got the control in your hands, they’re applying and asking to work with you.

Now, that control is magically in your hands. You can increase prices, you can demand things, you change how the playing field is. A funny example, we had someone apply to join my Inner Circle program. They were talking to one of my sales guys, and they asked the sales guy, “Hey, can you send me a proposal for what this is going to look like?” My sales guy started laughing out loud, and that guy’s like, “What?” He said, “We don’t do proposals here, Russell doesn’t wear shoes at the office. If you’re looking for a proposal, you’re not the right fit for this program.” The guy apologized, “Oh, I’m so sorry. No, no, no, here’s my credit card number.” Completely just changed the thing. You have to understand that if you position yourself right and you posture the sell right, it puts all the power back in your hands, not in their hands, which is the the key.

If you put it in their hands, where you’re sending them a quote and then you’re waiting to hear back from them, you lost everything. You lost all your strategic advantage; you lost your ability to price things the way that makes sense. You lost everything, and it just changes everything. I hope that gives you guys some ideas, and this is going for any kind of business. I see way too often people that are sending out quotes, they’re putting out bid sheets and all sorts of stuff like that. I think it’s the dumbest way on earth to do business, all you’re doing is asking yourself … You’re doing all the work, putting in all the effort, then have someone go and price shop you.

Unless you do it correctly, which is really hard to do the right way, and most of you guys won’t do it the right way, I kind of mentioned earlier, then don’t do it. Flip it around, make it where you are the high end leader. You’re the most expensive, you’re so busy that you cannot and will not take on everyone. They have to apply and jump through hoops and they have to prove to you why they should work with you. When you do it that way, everything else changes. Now, you’re in the driver’s seat, and now you can run your business the way that you want to do it, as opposed to doing the way your customers want to, which is a big key that I want to instill upon you.

Obviously, we love our customers. We want to serve them at the highest way possible, but we also do it on our terms, not on their terms, which is key. As soon as you do it on their terms, your customers will eat you alive if you allow them to. It’s funny because some of the support guys on our team, what they always wanted to do is, “Hey, let’s go ask our customers what they want in a software program.” There’s a, I think it’s a Henry Ford or someone, quote, he said, “I didn’t ask my customers what they wanted because they would’ve told me they wanted a faster horse. We went out and built a car.” Same thing with us, we always say, “No. If we asked our customers what they wanted, they would’ve told us they wanted a cheaper version of lead pages.” That’s not what we’re doing, we’re trying to change the world here. We are the innovators, we’re the thinkers, we’re the ones that are thinking outside the box.

We love feedback, and we appreciate it, but at the same time, we’re building what we know is right. We’ve got the foresight, and we know where we want to go. It’s the same thing for you. Love, respect, and treat your customers the best you can, but you’ve got the set the policies, you’ve got to set the ground rules for how someone works with you. If you don’t set those rules, they will set them, and I promise it won’t be favorable for you, in the long run. It won’t make for a business relationship for you or for them, honestly. You’re going to resent them, and you’re not going to be able to serve them at the level that they need to be served at. Whereas, if you do it the right way, it’ll change everything.

Hopefully, this helps some of you guys. I remember when I first got started in this business, one of the first guys I got turned on to is a guy named Dan Kennedy, who I’ve mentioned a couple times. I went through all his training, which has probably skewed my thoughts a lot. I went through his time management courses, everything. He’s way worse than me, but he was very strict about those kind of things. If you want to message Dan Kennedy, you can’t call him, you can’t email him, you fax him. Actually, you don’t even fax him, you fax his assistant.

Once a week, his assistant collects his faxes, puts them in a FedEx box, FedEx’s them to him. He then gets those FedEx’s, once a week opens them up and hand writes the responses to them. Then, puts them back in a FedEx box and then back to his assistant, who then gets them, then faxes them back to you. It’s two to three week long process to get a response from Dan Kennedy. Some of you guys are like, “That’s ridiculous! Why should I do that? It’s so annoying!” Then, you’re like, “Man, Dan Kennedy’s the man. Look how are it is to get to him, I got to pay a lot more.” It’s just interesting. I don’t go as far as Dan, but I definitely do set my own rules, as should you guys as well.

Anyway, hope that helps a little bit. Thanks for letting me vent, share, and hopefully inspire you guys and give you some ideas on how you can run your business and how you can protect your own time as well. I’m going to be doing Periscope later on today on time management, some of the things I do. If you are on my Periscope, then come check it out. If you’re not, come follow me on Periscope. If you just go to blog.dotcomsecrets.com, you’ll get all the info there on all the past Periscopes, plus all the old Marketing in Your Cars, we archive them as well. All the Marketing in Your Cars, all the Periscopes, all the cool stuff’s being archived at blog.dotcomsecrets.com. Thanks everybody, have an amazing day and we’ll talk to you soon!

Crazy what’s happening now…

On this episode Russell talks about how he’s been doing this podcast for 3 years and still doesn’t know how to check how many people actually listen to it. He also explains why the numbers don’t matter.

Here are 3 fun things you’ll hear on this episode:

• Why it isn’t super important to Russell how many people are listening to Marketing In Your Car
• Why Marketing In Your Car is like therapy for Russell.
• And why you shouldn’t worry about the numbers of people consuming your content.

So listen below to find out why Marketing In Your Car is successful for Russell whether he has a lot of listeners or not.

---Transcript---

Hey everyone, this is Russell Brunson and you’re right, you know what’s about to happen, I’m about to welcome you to Marketing In Your Car. Alright everybody, hope you guys are doing good. I just went shopping for some clothes for the Funnel Hacking Live Event because I only have like 8 shirts and I do a lot of videos and I’ve done a lot of events and I noticed recently, I was watching some promo videos from last year’s event and all the shirts I was probably going to wear to the event were the same ones I wore last year and I’m like, “Crap.” I’ve got to get new shirts. Mostly you can get away with the same shirt twice or three times or twelve times. I can’t because they’ve been on video, on promo videos for forever. So I just got some new clothes, which clothes shopping is not my favorite thing. Now I’m driving home to go play with my kids and that is my favorite thing. So it’s all good.

I just had a thought for you guys I want to share, because I think it’s interesting. And it has to do with this podcast, with Marketing In Your Car. When I first started it, it was funny, people are like, “How are you monetizing it.” I was like, “I’m not.” “How many people are listening?”I was like, “I don’t even know.” I didn’t know. I still honestly don’t know how to check how many listeners we have. I assume we have a few because people keep telling me. I don’t even know how to check how many listeners we have, I don’t really care, I don’t know how many downloads, I don’t know how many reviews. Every once in a while I’ll look at reviews, which is exciting, but I don’t know that they are happening.

All I knew was that when I decided to start a podcast,  I knew that if it wasn’t something easy, I would never do it. I would have a lot of friends who did interview podcasts, and they’re hard to keep up with you because you have to find someone to interview, you have to find the right time, you gotta interview, all these things. I was like, if I’m going to do it, I’m going to do it while, in a spot that I can consistently do it all the time, which is when I’m driving, which is how it got the name Marketing In Your Car. Which probably has hurt me because there are way cooler names that probably would have gotten more people in. For all of you guys that are faithful Marketing In Your Car people, it’s cool right? But I have basically no strategy, other than I knew I needed to do it consistently.

So I was going to do, and I didn’t even so much have, not a topic, but it wasn’t like, “Okay, first I’m going to teach this, then I’m going to teach this…” It was more like, “I’m just going to share what’s going on in my head.” Because I have all these things in my head and there’s something magical about getting things out of your head. I’m not that good at communicating with people I don’t think. You could ask my team that, they’d probably agree. Or my wife, I’m not this great communicator one on one sometimes. Because I assume people know what I’m talking about.

On this I assume that the microphone has no idea what I’m talking about. So I can just share and give and it’s easier right. So that’s why I did it. I think it was more therapeutic for me. It’s funny I find myself doing these a lot of times because for me it helps. I don’t even know how many of you guys are listening to these but I do know some are. And that’s what I wanted to talk about today. Some of you guys are listening and it’s been interesting watching. My guess is that I think we just passed 3 years of doing this. My guess is the first year I would have probably get on average maybe, 50 or 60 listens per episode. If even that, small group of people. And most people including myself, obviously one big reason why I haven’t looked at numbers. When I look at numbers sometimes I’m like, “Oh it’s not that big of a deal.” And I stop doing it. And I didn’t want to know because I didn’t want to have an excuse of “I’m not going to do this cause there aren’t enough people.” Or whatever, I just wanted to do this and just do it.

So I do it and I keep doing it and keep doing it, and what’s interesting is this exponential effect has been happening with this podcast, which is kind of cool. And some of you guys know what I’m talking about and I’m curious if you’re one of these people come let me know. Come to the Funnel Hacking Event and tell me. Basically people will hear about me somewhere, or someone will mention the podcast or whatever, and then someone will come and listen to an episode and because it’s not like an hour long episode and you get sucked into all these things, it’s short and fast and I share one idea or one thought, people listen to it, they consume it and as long as they don’t listen to one of my dumb episodes, that’s completely useless, and I have had a few. I’m not going to lie. But if there’s one they relate to, then what happens, it’s interesting, they start at the beginning, and then they plow through all of them.

If you listen to all of them, it’s like hundreds of hours I think. Maybe one hundred hours, I don’t know. It’s a long time. I’ve been driving this car a lot. It adds up, it’s probably 40, 50, 60 hours that people listen to. I get people all the time that come to me, and usually it’s people who joined my Inner Circle program, or a higher level thing, and they say, ”Russell, I didn’t know who you were. Six months ago so and so told me about this, I listened to it, then I went on a Marketing In Your Car binge. For the next two weeks all I listened to was you every single day, for hours at a time, and now I’m in your Inner Circle.” I think it’s so cool.

There’s somebody at the door selling my wife something as I’m pulling in. Oh great. I’m about to have to go yell at this solicitor. Anyway, I’m home now. Anyway, I just think it’s interesting so, the thing I want to tell you guys is if you think about podcasting or blogging, or whatever you’re doing. Don’t worry about the numbers because what happens is this compounding effect where someday, as it’s grown, somebody will come into your world. They will read or listen or follow something you said, and they will become a fan and they will go through and they will consume insane amounts of your content that you don’t think anyone would ever do, but they will.

And next thing they know they will become, like I said, a fan, and they’ll buy everything. That’s what’s happening, so it’s been kind of a cool effect. So for those of you guys who have done that so far, thank you.

Thanks for coming in, thanks for going on an immersion program and going through all the Marketing In Your Car’s. Thanks for, a lot of you guys signing up and hanging out in Inner Circles and stuff like that. Coming to events and using our stuff. It’s been a cool compounding effect. And I can always tell that my best, I don’t know what to call them, not customers, clients isn’t good either. Student? My best people, my peeps are Marketing In Your Car people. That’s why I keep doing it, and I again, I still don’t know how many people are listening and I don’t care. All I care about is the fact that you’re listening. That’s why I keep doing what I’m doing. So hope you guys enjoy that. I hope it gives you some hope and some faith, because maybe three years down the road, you’ll be getting tons of people joining your Inner Circles and your 25K programs, all sorts of things because of the work you did today, and the work you do tomorrow. Because it has a compounding affect thanks to the inner webs and the internet. These things stick and they last for a long, long time, and my guess is long after I have passed on from this earth and I’m no longer hear, hopefully people keep listening to these and get value from them. That would be my goal. So that’s it for today. I’m done, heading home. Gonna play with the kids, and I will talk to you guys all again soon.

Are you using a sales video, a sales letter, or a webinar to sell your product? We suggest testing out a few of these unique options to increase your conversion rates.

---Transcript---

Hey everyone, this is Russell Brunson and welcome to the Marketing in Your Car podcast. Today, I want to talk about a topic that I think is really fascinating. I’ve never really seen anyone else talk about it before but it’s been a big part of our business. The basic concept is people learn and consume information in different ways.

I’m not talking so much like the products that you sell but more so about how you sell them. For example, what we found is there are some people who love to watch webinars. That’s their favorite thing in the world. They’ll sit on webinars all day long. They get on every webinar that happens. They buy off webinars. They love webinars.

There are other people who can’t stand webinars. No matter how much benefit is going to be on a webinar, they’re not going to get on it. That’s kind of like me. I think webinars are cool. I love selling through webinars but I don’t like getting on webinars. I can’t take an hour, two hours, three hours of my time usually during the day to watch a webinar, so I don’t typically like that.

That’s one sales style. Another sales style is sales videos. Some people love watching sales videos, and they’ll watch them all the way through, and that’s how they prefer to consume the information. Me on the other hand, I normally can’t sit down and just watch a sales video. It drives me crazy.

The third modality is reading. Some people like to actually read a sales letter. That’s the way that they consume and are more likely to purchase the product. There’s other things as well. There’s phone calls. There’s a lot of different things you can do.

What I want to talk about is just the importance of selling your clients in multiple different modalities, meaning for example, we’re tomorrow launching a product in the weight loss industry, and we’re also launching a product in the internet marketing industry. Both of those products, we’re leading with a sales video.

We’ve found that traditionally, a sales video will make us more money than a sales letter or things like that so we’re leading the front end of both of those offers as a sales video, which is kind of cool but a lot of people, like I said, aren’t going to actually watch a sales video for whatever reason. It’s too long, they drive them crazy. Maybe they’re at work and they can’t have the volume up. There are a million different reasons why someone may not.

What we’ve found is that we’ll lead with what we think is our strongest modality, the version of the page that’s going to be the best, and we’ll put it out there, and then what we’ll do is if somebody doesn’t purchase from that, we’ll have an exit pop-up. The exit pop-up will pop-up the sales letter version for those people who don’t want to sit through a video.

Boom, it will pop it up, and they can read the whole, it’s basically the transcript of the sales video. We’ve found by doing that, we’ve seen huge, huge increases in response rates. I think it’s because, like I said, people like to consume things in different ways. When we first launched our Dot Com Secrets local webinar about two years ago, the way we launched initially was an automated webinar.

That did really good. After I think 10 days, maybe seven days, something like that, if they hadn’t purchased from the webinar, then we sent a sequence of emails pushing to a sales letter version of the webinar which is basically the same message but in sales letter format. That dramatically increased our sales from people who just didn’t watch the webinar, didn’t have time to watch the webinar, whatever the reason was.

Then boom, they saw the sales letter, and that gave it to them in a format and a fashion they could actually consume. We also for a little while there, we stopped doing it mostly because it was a hassle but it worked. It’s one of those things we probably should have kept doing but when people would opt into the webinar, we’d have a small upsell for five dollars.

If they bought that upsell, we would actually ship them out a DVD of the webinar which was kind of cool so they could watch the webinar through DVD, and we’d give them a printed out version of the sales letter of the webinar, just a couple little cool things like that just to get our message in people’s hands in multiple different ways because you have no idea what the person that clicked on your ad, what type of person they are, what type of way they like to learn, what form of communication is going to be the most likely to close and sell something like that.

I guess my message for today is just have a little fun with your sales stuff. Don’t just have a sales video, just a sales letter, just a webinar.  Take those elements and make other versions of it. Traditionally, our sales letter is just the transcribed version of our sales video or our sales webinar so it’s the same message, just in a written out format so they can actually see it.

We’ve even done it before where we had people pay for the transcripts of a webinar and it was amazing, people pay for the transcripts. They would get that and they would basically be reading the whole sales letter, and boom, those people were more likely to purchase as well. That’s just my message for today.

I’m at the office now and ready to have some fun today with our two product launches we’re working on, but again, both of those, we’re using different modalities, and you should as well. Have some fun with it, you guys, and we’ll talk to you all soon.

Learn a few strategies for making a ton of $$$ by using Google hangouts. This will work for any business to double your sales immediately and increase long term sales.

---Transcript---

Hey everyone, this is Russell Brunson again from DotComSecrets.com and this is the Marketing in Your Car podcast. Today, I’m going to talk about a tool that we’ve been using like crazy. I would say this year, I bet you this tool makes me more money than anything else that we’ve had. That tool is called Google Hangouts.

Google Hangouts are like this cool new thing. They’re awesome for a lot of reasons. If you haven’t been on one yet, Google Hangout is basically, you jump on your webcam and you can have four or five, I think you can have up to ten other people jump on as well. You see all their little webcams. Whoever talks, it shows their video up top and little head shots of the people down below. Then when they talk, it jumps them up. It’s pretty cool.

Last night, I was actually interviewed by the Huffington Post through a live Google Hangout. It was me and three other experts who are on there, along with a host. It was a really fun experience because it was just like I was in the studio getting interviewed for the news, except for I was sitting in my bedroom with my laptop, and it was really cool. I saw how they were using it.

They’re using it on a big scale. They’re actually publishing a live 24 hour a day news show using Google Hangouts. They had a producer and people. It was really exciting, really cool actually. First of all, I want to say anyone who wants to start your own news channel, you can do it with Google Hangouts. These guys, obviously Huffington Post is a huge company but they were able to do it.

They have the same technology we all have. Google Hangouts is completely free so it was pretty cool, but then we’re using it in our business in a lot of other ways. Right now, some of you guys know with Rippln we’re going to be rolling out, we’ve been doing tons of Google Hangouts. Everyday, I do a Google Hangout and have everyone on our team bring their teams to the Google Hangout, kind of like back in the day with network marketing companies, they were grown through hotel meetings.

This is kind of like a hotel meeting that we do every single day at noon for 30 minutes. We get people on, get excited, we sign them up, and then the next day, they bring back their friends. We just keep doing this process over and over again. Our team is growing. We’re at 26,000 plus this morning and growing like wildfire. It’s pretty exciting.

Now, some of the other interesting things, we’ve been using Google Hangouts also to sell product, a lot of product. In fact, we had this friend and they did a webinar. They put it on for a week ahead of time. They did the webinar, and then on the webinar, they sold $70,000 worth of product. They did pretty well.

Then the next day, they did a Google Hangout. The Hangout was basically just with everybody who had been on the webinar, and it was to answer questions. They sat on there for three or four hours just answering questions, talking to people about it, getting them excited, and ended up almost doubling the sales during the Google Hangout which is pretty amazing.

Then the other exciting thing is Google Hangouts are run like they stream live on YouTube so as soon as the Hangout was over, it was kind of cool because people during the Hangout can ask questions and all that kind of stuff. People were asking questions and they were responding. As soon as they’re done, all those questions, all those comments instantly turn into YouTube comments.

The second the video was live, there’s 1000 comments that pop in there. It’s just amazing that because of the comments, because it’s YouTube and because Google wants to award people for doing Google Hangouts right now, they’re ranking those videos very, very high. This guy, he had done $70,000 on the live webinar. I think he did a $60,000 on the Google Hangout but that Google Hangout was archived on Google and he was ranked number one for the product name, for what he was selling.

For the next three or four months, people kept searching for that product name and he told me he sold over $50,000 more in stuff from people who would just stumble upon his Google Hangout that is now there and archived for the rest of time and all eternity. It’s kind of interesting because he did that work once, and that sales presentation he made will continue to sell for him forever.

Really, that’s one of the magical, powerful things about Google Hangouts. After you’re done, those things are archived forever and they’ll keep closing sales for you 24 hours a day, seven days a week for forever. When you’re dead and when your kids are dead, and your grandkids are dead, those things will still be closing sales for you.

It’s exciting. For those who have not tried Google Hangouts yet, they’re completely free. Just go into your Google Plus account. On the right-hand side, there’s a big button that says Hangout. You click on it, boom, you invite some friends to it, you name it, you stream it live, and you can do it. I just recommend jumping in and doing one.

Just do one for fun. I’m going to do one today with just myself on it just to create the video that I can then use in a promotional video. That’s the other thing is you make quick promotional videos by making Hangouts. There are a lot of really cool ways to use it but it’s by far one of the most powerful tools we’ve ever used for converting customers, for driving traffic, for sustaining your sales message, and it’s a super powerful tool.

If you haven’t done a Google Hangout yet, go and do it. I’m at the office right now. I’m going to be doing three or four Hangouts on queue for myself to do today so I’m going to go jump on one right now, and make some money. You guys should be doing it as well. Thanks everybody.

This is the FIRST marketing on your bike podcast! :)

On today’s special episode Russell rides his bike to work and talks about why you shouldn’t sell to people who are broke. He also tells some of the things he learned while trying to sell to people who didn’t have money and didn’t want to work.

Here are a few things you’ll hear in this episode:

• Why selling to broke people will get you nowhere.
• Why raising prices Russell was able to weed out all the broke people and actually made selling easier.
• And why the people who are broke and unsuccessful are that way because they are trying to find external reasons when the problem is actually them.

So listen below to find out why you should never sell to broke people.

---Transcript---

Hey everyone! This is Russell Brunson and welcome to the first ever Marketing On Your Bike. Yes, you guys, today I am riding my bike to the office and doing our podcast at the same time. Hopefully, the wind is not too loud.

Hi, everyone. So, I’m excited for today. I’ve been wanting to ride my bike to the office for as long as I had a bike which has been like a week. So it’s happening today. I have no idea how long it’s going to take to get there but we’re going to find out here in a minute.

My wife is convinced that I’m going to die today. In fact, she had all the kids gave me a hug and a kiss before I left because she thought I was going to be dead. Mostly, because I don’t want to wear a helmet and I’m sure that some of you guys out there are – whoa! I’m out of shape already. Some of you guys are very safety conscious people. But from my house to the office is one street, one long street and it’s all back roads.

And so, I don’t want to wear a helmet. I am not going to lie. So if I die, that’s why you guys will be witnessed to that. So anyway, I’m not wearing a helmet today. I’ll see how bad it is and maybe I will wear it tomorrow but yeah. This is harder than I thought it was going to be, to talk while riding while carrying a backpack of stuff. But it’s all good.

Okay, so today, a couple of things, last night I did a podcast. I was talking about Periscope and how excited I was and how I’m going to post in that platform. And then literally an hour later, we got approved by Facebook for their Facebook Mentions Product. Did you guys see that? My wife just drove by. She’s dropping the kids off. She said, “No texting while you’re biking.” Oh man, she thinks I’m crazy.

Anyway, so I got home and I got approved in the Facebook’s Mentions Program which means according to Facebook, I am officially a celebrity. So with their Mention Program, you can use their – I guess you get like a blue checkmark saying that you’re a celebrity. And then on top of that, you also get to use their platform where you’re… it’s kind of Periscope but for Facebook.

So, I now got access to that, which my Facebook following is way more larger and more prominent than my Twitter following. So anyway, I’m going to try some things on that too and we’ll kind of see what happens between Mention and Periscope and it will be fun.

So today, my message for you guys is that… I’ve got to figure out how to pause this so I don’t die at the light up here… Anyway, my message for you guys today is, don’t sell things to broke people. And that’s it. You guys can take that and you gain today what you needed to know. No. Hold on. I’m switching hands with the phone. One second here.

All right. So, it’s funny. If you look at my business, if you read the DotComSecrets book, you know about this. I talked about how a few years ago, I realized I was not in love with my current clients. And the real reason why is we were selling stuff to people who are broke. We were in the how to start a business online business and we were selling – we were helping start a business. And our typical package is almost $5,000. And we sold a lot. We sold tens of millions of dollars’ worth of that.

But the problem was like most of these of people who are were coming to us like they didn’t have money to start a business. And as you know and I know, business is not some make believe thing. It’s something you have to build and create and it takes money and capital and time and energy and work. Weird…you have to work.

In fact, I remember at one of my events back then, there were these guys there. And two older guys and we were talking about everything and they’re in the office in Boise. And basically I told them what they had to do. I’m like, “Guys, you have to create something. That’s how it works.” And the guy literally told me, “Well, I got into this to get rich quick. And if I have to make something, I don’t want to do it.” This was what the guy told me. I’m like, “Are you kidding me? You’re only here to get rich quick and if you can’t then you don’t want to try.” I was just like blown away.

So, that was my reality for four, five years. And then we shut the call center down. We stopped selling high end coaching and we kind of walked away from that. And then when I wrote – in the DotCom Secrets book, I talked about this, how like I realized my biggest problem was… it was like my dream customer… I was getting the wrong customers, customers I didn’t want. And people first of all couldn’t afford. But then the people who can’t afford it – what I found like there’s a reason why they can’t afford it typically. And then obviously, there is an exception to every rule. People have hard times. There’s a lot of stuff like that.

But the vast majority of people who can’t afford to invest in your program, they can’t afford to invest in your program because of something outside of just like, “I need to make more money or whatever.” Like typically, they are struggling with a whole bunch of stuff. They got other underlying issues that got them there typically. Like these guys from the event who basically didn’t want to make money. Let’s just get rich quick. We don’t want to work that’s why we’re here.

Anyway, so when we did re-launch our coaching program two years ago, we jacked up the prices. It started at $8,000. We raised it to $10,000 then we raised it to $12,000. That’s our lowest right now. Then we have our $25,000 and then we have our $100,000. And what happened by raising our prices is it naturally weeded out all the people who couldn’t afford it. And what was really interesting to me is that when I did that, all of my headaches disappeared almost, not all of them. But I think 99% of my problem clients couldn’t afford it and they were gone.

And it was amazing. Like last year’s coaching event, amazing. Most of my coaching clients have me on Voxer so they can ask me questions. And they are like good people who have businesses, who are successful, who are trying to grow them and scale them.

And so, that was my reality. And I was just like, “Man, people are amazing. Everyone works hard. Everyone gets it.” It’s funny. I think we had two refunds in the last two years from our coaching program and both of them we from people who joined at the $12,000 level and had to have payment plans. They couldn’t afford it. And I’m about to have a talk with my sales guys today because I kind of have of this re-awakening and re-epiphany that if someone can’t write a check to join the coaching program flat out, no payments, they can’t write a check, they’re not a good fit for the program. And I’m recommending for you guys the same thing. If someone can’t afford to pay you like don’t sell to broke people.

So again, I’ve forgotten this lesson. We did our funnel hacking event earlier this year. And we wanted to sell certification program and give people the ability to learn ClickFunnels but also learn how to go and sell ClickFunnels and make a lot of money as a certified funnel consultant, right?

And so, when we did it, we decided like I wanted a lot of people here so we can have a good community and stuff like that, so let’s lower the prices from our typical $12,000 and let’s give people access for I think it was like $3,500 bucks for one person or five grand for two. So, at $3,500 if you – whatever.

And then because I love these people so much and I want to serve them in the best way possible, OK, let’s do this for a week. And in that week, we’ll teach them everything. We’ll teach them funnel strategy, how to use ClickFunnels, how to sell ClickFunnels. Let’s bring our top salespeople in and let’s bring people that do our videos and showing them how we our video. Let’s show them everything we got and let’s serve these guys at the highest level possible.

And so, we sold certification program, a bunch of people come in. And again for the most part, amazing experience.

Then this morning, I get a Facebook message from one of the guys who was there and this guy – his comment illustrates exactly what I’m talking about like why you should not sell to broke people. And again, it comes back to they’re broke for a reason. That’s honestly my opinion.

So, in the Facebook message, he thanks me for the event, tells me it was great and then explained why he’s not going to ask for a refund, which is like day one, wrong mindset. Anyway, so it was like from step one like his mind is wrong. He’s trying to convince himself why he shouldn’t ask for a refund. This is why he’s not successful in life…like flat out. So there’s number one.

And then he goes on to say that three of the days were amazing and life-changing and so awesome for him but two days were a complete waste of his time and that’s why he wanted to ask for his money back because two of the days, we weren’t entertaining enough for him or whatever.

And one of the days he complained about by the way was sales. So I had my top sales guy, someone who in the first quarter of this year, so from January to March, sold $1.2 million worth of funnel services. I don’t think there’s a human being on earth who sold more funnel stuff than this guy. He came and he spoke for three and a half hours showing our sales scripts, doing live training, closing people live in front of the whole room, and showing how he generated $1.2 million in three months selling funnel services for me. OK. It’s probably something I should teach in a funnel certification program, wouldn’t you think? Trying to teach people how to be funnel consultants?

Now, I want to caveat this with, most of the people in the room got it. They’re not morons. They saw the value. In fact, one of the guys who is in the $12,000 program, he came. He has done like two or three calls with Robbie and then went through it again. He said, “Man, every time I do this, I get more value, more insight.” He said, “That was so valuable for me, to come and hear Robbie do it again live. I’ve probably seen that presentation ten times or variation of it and done three or four calls with Robbie and still like – that alone was worth the trip.”

So this guy tells me – so, this is the guy that Facebooks me, “Russell, I’m broke. I couldn’t afford the $3,000, let alone, a week from my family. But I made the sacrifice and I came and then I wasted half a day listening to some guy talking about sales. I didn’t come here to learn sales. I came here to learn to be funnel consultant.” And I’m not going to – I hope he listens to my podcast because this is for you if you are listening because you got to fix your brain. This is why you’re not having success right now in life – in any area of your life. It’s all tied back to the same thing.

The reason why $3,000 is hard for you, it be might be expensive and all stuff for you is because you don’t know how to sell. Do you not understand that? That session was specifically created for you. OK? If you can’t afford the $3,000 to be here and you’re complaining about the sales section, that’s why you’re struggling in life because you don’t know how to sell. It’s the only thing that matters in this whole game.

You actually building the funnel does not matter… like you can hire someone for a couple of hundred bucks to build the funnel. You being able to sell it is the only thing that matters. OK?

Now, I want to talk to you about another guy who is in the certification program in the same room and listening to the same presentations, but someone who has been successful all aspects of his life, has multimillion dollar business, was in the room because – and again, someone who doesn’t want to necessarily build funnels but he’s like, “I’m going to be in that room for a week because I know that Russell is going to be dropping tons of hints and gold and bombs and things that I can use in tons of different areas of my life. I have no idea where. I understand that some sessions are not going to be for me but there are going to be some gold nuggets there.”

So this guy sitting in the session, someone who did not want – who has a whole team who sells, everything, still shows up, still participates and gets value out of every session, little things for him or people on his team or for whatever. And he also understands that sometimes some sessions aren’t for you. And instead of whining and complaining, realizing that there are hundred other people in the room that we are also trying to serve beside you. You’re not the only person on earth.

So he gets it. He goes through the training, comes back and on Tuesday, posted on a Facebook group how based on one thing that he learned from Robbie’s presentation, he called someone up and sold a $12,000 funnel. Boom! Three X’d his money instantly because why? First off, he was there to try to figure out like the one or two little nuggets he needed to amplify what he was doing.

Second off, he paid attention every session. Even though he may not have wanted to listen to the sales session, he paid attention. And then holy crap! There’s some value there.

And then third off, he went home and instead of spending an hour Facebooking me the reason why he wasn’t going to ask for a refund, he freaking picked up the phone and sold somebody like we taught you.

Anyway, it blows my mind sometimes and it kind of re-reminding me the reason why we don’t sell to broke people. This guy I believed had to do payment plan to come in and all that stuff. And I get that. And there’s a time and a place. But for me and my company, I don’t want to deal with people like that. I want to deal with people who get it. I look at my $12,000 clients. They’re easy to work with. They work hard. They don’t complain. They are moving forward and they’re using us as a guide to give them ideas and tips and move in the right way.

People come in at $5,000 or $3,000, they’re basically, at least in my world, expecting you to hand them a business in a box that prints out cash as oppose to, “Teach me how to build a business that will print out cash.”

Anyway, it’s just a big reminder to me. When we do certification program next year, we’ll probably going to, I don’t know, three, four, five times the price. Have a smaller group to weed out the tire kickers and weed out people who are broke and only focus on the higher level people because I look at the few complainers we had and all of them are broke. That’s it. That was the only commonality in them is they were broke.

And again, while there are some people that – there are circumstances in life that caused people to do that. And nine times out of ten, from my experience, I’ve been doing this for 12 years now, is that the people who are broke, they are broke because their minds are broke. Their mindsets wrong. They are making decisions and doing things and approaching life the wrong way. And until they fix that, never going to be successful, OK?

Until this dude can sit in the room and listen to a guy who did $1.2 million in funnel sales in three months and say, “Man, there is value there for me. I’m going to listen to him and I’m going to go and freaking apply what I learned,” as opposed to messaging me and trying to convince me or try to explain why he’s not going to ask for a refund. And until he can change his mindset, he will never be successful.

My bet, I’m prophesying, I’ll get a message from him sometime in the next 30 days after he had not picked up the phone, he has not sold a funnel, he hasn’t done a single thing we taught him, has not listened or applied, which is probably the pattern in most of his life, I’ll get a message from him in the next 30 days asking for a refund because now it’s going to be my fault he did not success as opposed to him paying attention, taking ownership for himself, which is again, another commonality between people who are successful and those who aren’t.

So, for you guys listening, whoa! I’m out of breath. This is hard to ride a bike and talk on the phone and not get killed at the same time. But I’m impressed I’ve been doing this so far.

So here’s the value for everyone listening in. OK? If you are broke right now, that’s OK. But the reason why you’re probably broke, my guess is that you look for external reasons to figure out why you’re broke. This guy is looking for external reasons. You need to look internally. It’s you. I couldn’t say it any nicer. It’s not me. It’s you. OK? You got to understand that.

Until you take ownership of yourself, until you quit trying to make these mistakes, until you stop spending an hour writing an email trying to convince or explain to me why you’re not asking for a refund and freaking do that work, get out there, pick up the phone and start dialing. Do the process that I showed you like eight times in Boise. Go find someone you can serve, work for them for free, build a funnel, blow their minds with it, with the value you can provide someone then take that case study, showing what you did, how you served someone, what the results were you got from them, and then find other business owners like them and then sell that process to them. That’s how you become a millionaire.

And if something breaks in the process, you can’t look external for somebody to blame. The only person to blame is yourself. It’s you, not them. The process is simple. Guys, if you want to sum what the whole certification event was, that’s what it was. Find the market you want to be in. So I want serve chiropractors. Find a local chiropractor that you believe in what he does and work for free. Blow his mind. Build out a funnel. Try all those traffic strategies. Work on this list, setup Facebook ads and everything. Build a funnel. Get that thing working and you’re working for free.

After you’ve done that, now you’ve got a proven model that works then you go to every other chiropractor in town and sell that for $5,000, $10,000, $15,000, $20,000 and you become rich overnight. That’s it. How do you think Robbie sold $1.2 million in funnel services in the first three months of the year this year? It’s pretty simple.

What we did, first off, I worked for free Drew Canole and we had success there. And then I got some clients like Liz and a bunch of people. We had results there that blew their minds. And we got tons and tons of proof and case studies now. And now, when people come, they see the results and they want that for themselves. And it’s not hard to sell now. OK?

But my guess is it has been… not even a week since the funnel services has been done. And if you guys haven’t – those who were there, if you have not made at least one phone call, you’re not following my process. If you don’t have someone that you are working for for free right now then it’s only on you. It’s not on anybody else. So hopefully guys, you’re listening to this. You’re listening to my message. Hopefully, the guy who Facebooked me, and my guess is one of two things is going to happen. One is, he’s going to get offended and he’ll ask me for a refund anyway, which is fine.

Or number two, is then take it to heart and realized, “Man, it’s me. Not them. Maybe I’m the one that’s keeping me back. Maybe it’s my fault I’m not successful.” And maybe he’s going to change his mind. Maybe he’s going to change his ways. Maybe he will figure out that he needs to listen to what I say and do what I say and apply it and then he’ll be successfully.

Anyway, there’s my rant. I love you guys. I know that you guys are doers on my… that are listening to this. And if you’ve been struggling up to this point, just try to look internal at yourself, figure out what you are doing and what you are not doing and that’s holding you back and you got to change it because you’re not going to have success, you’re not going to make any amounts of money until you change yourself. OK?

If I look consistently, people pay me $12,000, $25,000 and $100,000. We’re giving the same thing. The difference is their mindset. They get it. They understand that what we provide is a piece and what they provide is the rest. They get off their butt and implement it. Until they do, they’re not going to have success.

So, I hope that helps. And maybe actually, one more kind of story. I don’t know how long I’ve been riding for. It’s going to be like 3-hour podcast for all I know. One other story I want to share with you.

So there was a guy that joined our… at the funnel hacking event, who joined our $25k Group. The guy is awesome like one of my favorite people so far. And it’s funny because he jumps on Voxer, he’s like, “Hey Russell, what do you think about this?” I’m like, “Yes, I love it.” He said, “Cool!” And he goes and works on it. Three days later he messaged me, “OK, I tried that. Facebook shut me down. So I tried this. I tried this. I tried this. Nothing is working. I’ve been trying this. What do you think about that?” I’m like, “Cool! But change this.” And then he goes back. And he’s working his butt off.

He is taking personal responsibility. He realizes that his success relies on him and he’s using us as a guide to make sure that we got feedback like, “Yes, this is right. No, this is wrong. Change this. Try this. We’ve tried this over here, try that.” And he’s using it that way.

And this dude is like since the funnel hacking event to now, now he’s more than made his money back and now he’s like, “How do we grow this? How do we 10 X? How do we get it to a million, to two million, to ten million dollars?” And he’s going to get it because he takes personal responsibility and he’s not sitting around and waiting. He’s moving forward, moving forward and using the training and the people and the resources we give them as checks and balances to make sure things are working right. And that’s why that dude is going to be a multimillionaire very, very soon.

So those of you guys who are listening, I hope that helps. I probably offended some of you. If I offended you, that means it’s probably an issue with you to be all honest. Hold on. I’m crossing the street. In fact, that’s a really good test as if I’m talking to you directly. If this offended you in any way that means this is your issue.

And I hope that you can look at me as a coach and a friend and as a mentor and someone who cares about your success. And don’t get offended and do exactly what this dude probably did who Facebooked me last night. Don’t try to look for other excuses and other reasons why you’re not successful because if you’re offended by this, it’s you. It’s you, my friend. And until you fix you, it’s going to be hard for success in any area of your life.

So, hope that helps. Appreciate you guys. Love you guys. I’m here to serve and to give and help and inspire and change you guys. I hope you get that. I hope you see my passion and my commitment because when all said and done like I’m fine. My business is fine. Everything is good. I don’t – I’m not doing this for my health. I’m riding my bike for my health. But all these things that I do is to serve you guys because I care. I didn’t make a ton of money off the certification program. My goal is to get people using ClickFunnels. That’s where I make my money to help people use our tool better.

And a certification program is a way for us to serve and we served our freaking butts off. I was there for five days and my entire staff was there for five days. The two co-founders of ClickFunnels, Thursday night, pulled all-nighters, they did not go to bed. They’re helping and serving. They’re not doing that because it’s some external thing. We’re doing that because we care about you guys. If you get any other coaching program in our industry, they go to bed at 6:00 o’clock at night. They leave. We were there serving because we care and we want you guys to be successful.

So, I hope you understand that. I hope you feel that. We’re here for you guys. And that’s about it for today. I’m out and I’ll talk to you guys soon.

It’s 4:30 in the morning, what time is it for you?…

On this episode Russell talks about being willing to do what others aren’t willing to do and how that will help you be the best.

Here are some cool things to listen for in today’s episode:

• How Russell became the best when he was a wrestler.
• And why if you are not willing to put in extra time and effort someone else will be and then you will miss out on something great.

So listen below to find out why you need to be willing to work hard when others aren’t in order to be the best.

---Transcript---

Hey everyone! This is Russell, and I’ll welcome you to a super late night — or maybe a very early morning Marketing In Your Car.

Hey everyone. It’s about 4:30 in the morning, and I’m driving home from the office. And you may be wondering, “Why in the world, Russell, are you up at 4:30 in the morning?”

And the reason is because I did a webinar tonight with a group from Australia, and so I wanted to serve them at their time zone, and so I went in super late tonight into the webinar and just kind of got done, and I’m about to crash and fall asleep.

I hope I don’t wreck on the way home. [Laughter] If I do, and you guys hear this, let my wife know I’m on the side of the road. No, just joking, but anyway I had a lot of fun with it, and today was a crazy day.

I don’t like bragging about numbers or talking about numbers. But one of the most — one of the biggest money days in our business, which is cool because we didn’t even have a product launch. I did three webinars, which was kind of fun and wears you out, obviously, and then we had a huge coaching deal come through.

We’ve been working on it for almost a year now, and anyway, it’s crazy. I mean, we literally did more today than we did last January as a whole, which is really cool, so exciting times, fun things are happening.

But what I want to talk to you guys about tonight, and hopefully, I hope this is kind of coherent. I have no idea if it will or won’t be, but we will find out when we see the transcripts later, right?

So, and by the way, if you guys don’t know, we’ve got a MarketingInYourCar.com where now you can see, get all episodes there as well as the transcripts. So that’s a gift we gave out you guys as well, so MarketingInYourCar.com, check it out.

What I want to talk about today is, I want to talk to you about being willing to do what other people aren’t willing to do. You know, when I was growing up I was a wrestler, as a lot of you guys know, and I wanted to be the best. And I remember that, you know, I would wrestle at my high school.

In high school, we’d go through our wrestling practice and everyone would go home, and when everybody went home my dad would get off work and he would come over, and I’d do another two-hour wrestling practice with him every single night.

And I remember during the off season, while everyone was out, goofing off and hanging out, I would go to freestyle, and I’d go to Greco, and I’d go to these other practices, and during an off season I would typically…

Like, in the typical high school season you’d get about 40 matches, and during the off season, during freestyle and Greco, I’d on average get about 80 more matches.

I’d get two seasons in while everyone else was slacking off and goofing off and having fun, and I remember one day my dad told me, he said that a coach could take a kid about… he could take a kid so far.

He’d hold his hands “about this far, a coach can take a kid.” But he said, “But it takes something special. It takes someone willing to go beyond that to get to the next level.”

And he used to say it to me all the time, and I remember thinking about that, thinking, “You know, like if I go home when everybody else goes home, I’m going to be as good as everybody else, and if I want the edge, if I want to be better than everyone else, I’ve got to be willing to do things other people aren’t willing to do.

“I’ve got to be willing to do a second wrestling practice when everyone else is at home, eating dinner. I’ve got to be willing to go and during the summer when everyone else is goofing off and having fun, put in two more seasons.”

Because I wanted to be the best, and I think about that now with this, with today, it’s 4:30 in the morning. I woke up this morning at about 6:00, I think, to do my three:

I had a early morning webinar, afternoon webinar, and nighttime webinar, and as well as a whole bunch of other crazy things as well, spending three hours with my kids tonight, time with my wife and everything else.

And, you know, I think that most of my competitors, the people that we’re competing against in our business, they’re sleeping right now, and I know that they will be where they’re at, but I know that I’m always going to outwork them.

I know that I am willing and able to do what they are not, and so I want you thinking about your business or your life. I don’t care if this is your finances, if it’s you’re, you know, your an entrepreneur, if this is your, you know, if this is relationships, whatever it is, I’m curious. Are you willing to do what other people aren’t?

And if you’re not, there are people out there who will, and if you want to be the best at whatever it is you do, you’ve got to be willing to put in the extra time and effort when it’s required.

So I just want to leave that with you guys, quick message. I’m heading in, going to go crash and sleep. I’ll be asleep hopefully when you guys are listening to this, so I appreciate you guys.

Have an awesome day, work hard, work your butt off to get that edge, and we’ll go from there.

Thanks, everyone!

Do you struggle to get stuff done each day?  Russell talks about how to shut off active communication, switch to passive communication and how it can make you 200 – 300% more productive every day!

---Transcript---

Hey everyone. This is Russell, and I am actually going in tonight to the office. It is almost nine o’clock at night, but I’m working a late night tonight, because sometimes that’s what you’ve got to do. I’m going out of town tomorrow with my family and so I’m heading out to a late night session at the office to get some stuff done so I can take a couple of days off and goof off with family

I’ve been thinking about something a lot today, and I’ve been ranting with some of the guys who work for me about it. I just wanted to get everyone’s perspective on this and put it out there. When I first got into this business, one of my early mentors was Dan Kennedy, and I went through his time management course [laughs], which is different than most time management courses. If you’ve ever gone through it, he talks about time vampires and how to distance yourself from customers or anyone who wants to suck your time.

For example [laughs], with Dan, if you want to get hold of him, you have to fax his assistant. Once a week his assistant collects all the faxes, puts them in a FedEx box and FedExes it to Dan. When Dan gets it, he then writes his responses on the faxes and then shoves them back in the FedEx box and FedExes them back to his assistant. His assistant actually will respond back to each person who contacted him, so [laughs], if you’re going to ask him a question, it’s a two-week process. It may be annoying on your side trying to get hold of him, but it also makes you, when you ask questions, very, very efficient.

That’s my biggest issue with phone calls. I hate phone calls. You can ask anybody [laughs]. I hate answering the phone. The only person I answer the phone for is my wife. On the phone, everyone wants to be like, “Hey, how’s it going?” They try to catch up, and twenty minutes into this conversation, they finally get around to what they’re going to ask you.

Then e-mail came around, and at first, the way e-mail worked is we just told people what we wanted, they responded back, and it was great. But now e-mail has become so informal that to write an e-mail, I’ve got to go through this chitchat – the same stuff I’ve got to do on a phone call. It takes so much time and energy.

Then text messaging came out. I love texting, because I can text people and the response is really quick. There’s a new app I’ve been using called Vox which is great, because I can Vox somebody and leave a message, and then when they get it, they can respond back to me. If I have time, I can respond back.

I really like that type of communication. I hate active communication, where we have to be actively engaged, because it takes me and you having to be stopping everything we’re doing at the same time to connect and have that conversation. It’s so inefficient for me. It drives me crazy. A lot of people ask me, “Russell, how in the world do you run twelve companies. How do you do all this kind of stuff?” The way I do it is because I don’t have inefficient communication.

My people on Skype – I try to train people I work with and it’s very difficult, because they don’t understand. If you’re on Skype and you message me it will be like, “Hi.” –“Hi.” –“Hi.” I will never respond back to a “Hi”. If they leave me a question, I will respond back with the answer next time I’m on, but I hate the active communication, because it opens up a door that wastes so much time. It makes you so inefficient. If I’m respond back to someone who skyped me, “Hi,” it would become at least a ten minute conversation, talking about the weather and everything else before we got to the point.

For me, for time management, for example – I want you guys thinking about this, too – how can you shift your communication? To set active communication, where you’re sitting there talking in dialog with somebody, to inactive, where they send you messages and you respond on your time, kind of how e-mail used to be.

The tool that I’m using when I do that is Skype, for the most part. I’m still struggling to train some of people whom I work with on that, but that way you message me on Skype. When I am ready to focus on that project, I will find that thing, and I will respond back to them on that topic. Text messaging is still great, because of that. Voxer, if you haven’t downloaded the Voxer app, it’s great. I can leave voice mail. It’s almost like a voice walkie-talkie text message. I text message somebody what I want to tell them, and they walkie-talkie me back when they want to.

I encourage you guys to figure out ways to break up active communication and train your partners, your staff, your employees, into the inactive kind. You will get so much more done. I set my day out, so I know, “Hey, today from this time to this time, I’m working on this business, or this project, or this, whatever it is,” and I only look at e-mails and correspondence and things related to that. I shut off everything else. I’m not perfect at it. I’m still getting better at it [laughs], but I get so much more done when I do that. It’s amazing.

I promise you guys that if you will cut out active communication, cut out phone calls – you don’t call people. Don’t do meetings. Meetings are the worst thing in the world. Do not do them, especially the “Got a minute?” meetings. If you’ve got a staff, then you know what “got a minute” meetings are. They always end up being eighteen hours long.

Figure out ways to break up the active communication and turn things into passive communication, where you communicate back if and when you want to. And notice I said, “If.” That’s a big thing. You do not have to respond back to everyone. I would say probably ninety-nine percent of my e-mails go un-responded. I’d say probably fifty percent of my Skypes go un-responded. Just because somebody messages me, doesn’t mean I have to respond back to them. I want to give you guys that permission as well, to understand that you don’t have to respond back to everybody. Just respond back to the people that you need to communicate with for the project that you are trying to move forward at that time.

If you do that, you will get so much more efficient. If you will train your partners, and train your staff, and train your employees to do that, you will become so much more efficient. I’ve got three partners right now that I’m trying to train on that. They’re like the talkers who want to just get on the phone and hang out and network and talk, and I’m the opposite of that. We have this thing where they will call me, and then I will text them back. But that’s the way you’ve got to be. You’ve got to be so protective of your time, because people will dominate your time. They will devour it, and they don’t care. If you don’t care about it, people will run you over and so that’s my message today, for tonight.

Again, I’m going in at nine o’clock, probably planning about three hours of some awesome stuff, and then I’m going to go and take a couple of days off and party with my family, and it’s going to be awesome. I hope you enjoyed this. Again, if you like these podcasts, please leave your feedback. This is brand new. I’ve never done one of these before, and I would love to hear some feedback, hopefully positives. If they’re negatives, please don’t leave comments [laughs], but if they’re positive, I’d love to hear your comments. In the iTunes place would be really cool and also at our DotComSecrets.com, for more information about us and how we can help your business. Again, you guys, just take care of your time. It’s your only precious commodity that you have. Protect it. Don’t let people suck it. Don’t let people be time vampires and suck it up. Be very protective of it. I hope this helps. Thanks, everybody.

A cool new way that we are rolling out our new software to the world.

On this episode Russell talks about the Clickfunnels product launch and how it’s different than other product launches.

Here are the coolest reasons to listen to this episode:

• How a product launch works and why it doesn’t necessarily mean you have to have all your ducks in a row.
• How this launch is really more like a reverse product launch and how it will work.
• And Why Clickfunnels is being launched differently.

So listen below to hear the plan of the Clickfunnels product launch.

---Transcript---

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

Hey, everyone. It’s been a little while since I talked to you guys, probably because we have been killing ourselves getting Click Funnels launched out. I’m driving home at about four in the morning, and I’m driving back a few hours later. I’m usually a little bit too tired to talk [laughs], but the good news is that today’s the day. We’re going to go live, and it’s exciting, and it’s scary. It’s so many things, but above all I’m excited to share this tool, this gift, whatever you want to call it, with the world, and so we have spent insane amounts of time, effort, money, energy [laughs] to bring this to everyone, and today, we have the fruition of that, which is exciting.

What I want to talk about today, just while I’m thinking about it, every one of us, depending on if you’ve got a business already, and you’re rolling out new ideas, new projects, new things, or those who are just getting started, there comes a time when you have to launch, and a lot of times, you probably think that all of us who are doing launches, that we’ve got everything, all of our ducks in a row, and it’s always perfect, and it’s sunshine and roses, but the reality is, it is crazy every single time. We’re juggling a million different things, trying to get everything done, but it’s fun to see it all come together. Now one thing that we learned from doing this or any launch is that first when you start a project, you get all of these things you want to do and then as you get closer and closer to the deadline, you’ve got to start chopping things and pulling things off, and it gets smaller and smaller until you get to where you’ve got something that you can actually do and put out there in the world, and even right now, it’s kind of fun with this launch. We kept on changing it and figuring out what we had to have to go live, and we picked a date, and we’ve stuck to it, and now it’s go time.

One thing that’s interesting that we’re doing on this launch – I think we’re going to start a trend – maybe. I’m not sure, but we’re doing a reverse launch, so most people do product launches where they show you training video number one, then video number two, then video number three, and then video number four they sell you, and they open the cart and you can go in and you can sign up. This one is going to be backwards.

What we’re doing is inside Click Funnels, we’ve got basically five or six different funnel types. Today we’re going to launch, and we’re going to launch one funnel type, which is our opt-in funnels, which that, by itself, makes us a better alternative than any of our competitors, so it does it better, easier, just right out of the gate. That’s the first thing we’re launching today, and that will give us a chance where the promotional video’s all about that feature and about thing, and we’re talking about that one little thing, and then two days later, we’re going to unlock the next feature, which is our automated webinar funnels and our webinar funnels, and so that will come out. Then, “Boom,” we’ll launch a new sales video with that. We’ll have training that goes with everything and we’ll indoctrinate and get people using that, and then three days later, we open our sales funnels, and after they open it, we’ll go in there and help people get those integrated and get their shopping carts in there, et cetera, et cetera, and then after that we have launch funnels and the membership sites, but we’re doing an internal rolling launch where we’re rolling out new features every three or four days, for a couple of reasons. One is that it gives our affiliates a reason to promote every two or three days, which is very good for sales. That’s the first thing.

The second thing is it gives us a chance on the support side to make sure we’ve mastered one funnel type, and make sure that it’s perfect and that we have templates and Q&As and all of those types of things. Just to make sure we’ve got that one funnel perfect. And then on the third is that it gives the customers the ability to really get in there and immerse and learn one thing at a time, and so anyway, we’re excited. That’s the strategy, and it’s never been done before, so it will be fun to see what happens on a reverse launch, and see if it blows up in our faces, or if it does awesomely, but either way we’re excited, and just really excited to share Click Funnels with the world.

It’s funny. Somebody posted on Facebook the other day about how they thought Click Funnels was the biggest marketing innovation since e-mail auto-responders, which I personally do believe, but I remember that I posted in there – and I thought about it a little bit before I posted, and I posted, and I said, “Look, guys, even if we never sold a single copy, this tool will make me and make my company millions of dollars. I’m just so grateful to be the one that has the chance to share it with you guys,” and that’s really how I feel, and so today, if you’re listening to this podcast, go get your Click Funnels account. Again, we’re giving away free trials, and I promise you guys you’re going to love it. It’s going to change your business. It’s changed mine already, and will continue to do so for the rest of my life.

I’m at the office now. I’m going to go in. I’m going to push the last few buttons and give everybody everything live, and in a few hours it’ll be show time. I appreciate you guys listening in, and we’ll talk to you soon.

Do you remember the day that you became?

On this episode Russell talks about the moment he became a wrestler and how he felt and how that relates to the moment he became a marketer.

Here are some of the cool things to listen for in this episode:

• Why Russell nearly became a basketball player instead of a wrestler and what changed his mind.
• What the four or five things Russell believes he is down to core.
• And why as humans, we are constantly in search of good feelings and how they shape our lives.

So listen below to hear about the moment Russell became a wrestler, and the moment he became an internet marketer.

---Transcript---

Hey everyone, good morning. This is Russell Brunson and welcome to Marketing In Your Car. Sorry I’m stuttering, I’m actually on the freeway right now. Normally I do these things closer to my house so it’s a little less chaotic. But this morning I had to get up early. And I didn’t get to bed last night until almost 2 o’clock. Because we got Wynter Jones is in town and a couple of other people. So I have a good excuse to pull all nights, working on funnels. So we did last night and then I had to get up this morning because we had a film shoot at 6:30 at this amazing location we found down in Nampa, Idaho. It’s kind of out in the ghetto and then you walk through the door and it’s this amazing building with stone walls, Christmas lights hanging from the ceiling, it’s amazing.

A bunch of people who work for Disney, a bunch of animators in there, so it’s a bunch of super creatives….whoa, crap. I’m on the freeway, some people stopping.

Anyway, all these amazing creative people in there that are building, I don’t know, movies and animations and stuff like that, a whole bunch of Macs, and smart people. It was really, really cool. So we filmed something in the basement there for Mark Joyner when we filmed his episode for Funnel Hacker TV, which is coming soon. We filmed in the basement because it was this really creepy, nasty basement. We filmed the sales video for Mind Control Marketing there and it turned out so cool.

But I remember I was like, “Oh that upstairs was so cool. Someday I want to film in there.” So we were filming the book promo video for Expert Secrets and that’s where we decided to film it at. So that’s what we were doing this morning. We got there super early and we were trying to film before anybody woke up. And the crazy thing, I went to bed almost 2 o’clock and my alarm went off at 5:15 and I had two alarms, just in case I slept through them both. Anyway, at 5:45 I sat up and I was like, “What?” both of my alarms had turned off. I was like, “Oh my gosh.” So I had a freak out. I had to run and get ready and shower. I’m doing a juice fast this week, and luckily I didn’t have time to eat because I couldn’t eat.

But I jumped in the car and raced down here, and I was a couple of minutes late. Then the guy who I guess Brandon said that he forgot to RSVP until we were actually coming. So the dude didn’t show up. So Brandon’s calling him at 6 in the morning. Luckily one of the employees showed up early and got us in. So we got in there and started filming and…..sorry, I’m pulling off the freeway exit right now.

So we started filming and we only have like 30 minutes before their entire staff and team showed up for work. So we had to go fast. So we get everything set up, anyway, it turned out really cool. I’m excited to see what, how it all turns out. So you guys will see it soon on Expertsecrets.com, when the book is all done.

But that’s what’s happening. I’m heading back from there. I’m super tired, so I might go home and take a nap for a little bit. Because we have another long day today of amazing stuff we’re building out. Not only are we trying to get the Expert Secrets funnel done this week, we’re also trying to get Super Funnel, Exit Funnel and a whole bunch of other cool things that all tie together for the whole launch. That’s a story for another day. But that’s kind of what’s happening.

So I had a message I wanted to share with you guys today because I thought it was interesting. I recorded a video yesterday, and I don’t know about you but I, in Expert Secrets I talk about how everybody needs to build an index of stories you’re going to have. You never know when you’re going to use them and how you’re going to use them. So a lot of times this podcast is a testing ground for me to tell a story. Then I tell stories at the office and I tell stories when I speak and in a million different places. It’s funny, Brandon who has been filming me every day for the last two years, he was like, “dude that was a new story, I’ve never heard that one before.” I was like, “Really, I’ve never told that. It’s been in my inventory of stories forever.” But apparently I never told it.

So it was basically a story about the day that I became a wrestler. When I was growing up my dad was a wrestler, but I was going to be a basketball player, because that’s what short, white guys do is we become basketball players. So every day I practiced basketball, and I knew that’s what I was going to do and be. I don’t want anything else besides being a basketball player.

So that was kind of my, what I thought my future was going to be. And then my dad though, was a wrestler growing up and I guess I had wrestled for a year or two when I was, I don’t know, 5 or 6 years old. But apparently my parents said I hated it. So I dropped out of it and was never going to do it again. But then, lo and behold, in 8^th grade as I’m pursuing my basketball career, it was bad because I remember Spud Webb back then, was a little short guy who was shorter than me, but he could dunk. I was like, “If Spud Webb can dunk, then I can dunk.” And I never, I got taller than Spud Webb, but I still couldn’t dunk. But that’s a story for another day.

Anyway, I thought I was going to be a basketball player, but one of my buddies two doors down from me, he went to wrestling practice and came home and started to tell my dad, “I went to wrestling practice today.” And my dad was like, “What? There’s wrestling practice here? I’m a wrestler and my son’s going to be a wrestler.”  So that was kind of what happened. Sorry, I’m driving and doing three things and I keep dropping everything. So not what I should be doing. If you guys were watching, I’d probably be getting yelled at by someone.

Anyway, so my dad was like, “We need to go to wrestling practice.” And he tried to get me to. I was like, “No, dad. I’m a basketball player. I’m not going to wrestle. Come on now. There’s no wrestling in the NBA, how am I going to do this?” Finally my dad forced me to go to wrestling because he’s like, “Nope, we’re wrestlers in this family.” I was like, “What? I don’t want to wrestle.” But he kind of made me go. That was 8^th grade.

So 8^th grade I did wrestling and I kind of liked it but I was like, it’s not basketball, come on now. So I just told my dad, “I’ll wrestle right now but…” and the way school worked in Utah for me, 9^th grade was basically junior high and 10^th grade was high school. 9^th grade had started and I was like, “Well, I’ll do wrestling in 9^th grade. But my sophomore year I’m going out for the basketball team because I’m a basketball player.” And he’s like, “Okay, whatever.”

So 9^th grade I started wrestling and I start liking it, but not loving it. I remember my very first wrestle off, and the way wrestling works, it’s kind of cool, it’s not like the coach picks who’s going to be first tier or second tier, all that kind of stuff. You wrestle and whoever wins, wins. So they line up all the weight classes, there’s like 5 or 6 people in my weight class and then you have a wrestle off.

So you wrestle everybody else to see if you’re going to be first string, second string, third string. So there’s one dude who is really good, he was varsity, then there was a JV guy and a couple of other guys and then there was me. So we all got to wrestle and the guy who had been JV the year before, I had him in a wrestling match and I was like, I had no plans of winning. I just thought, he’s a high school kid, he’s a man for crying out loud. I’m a little kid.

Anyway, we wrestled and I beat him. And the coach is like, “Congratulations, you’re going to be JV this week.” And I’m like, “What?” and he’s like, “Yeah, you’re going to wrestle in a tournament.” I’m like, “Are you kidding me?” So I go home and tell my parents. I’m like, “I beat the guy in the wrestle off.” My dad’s like, “What?” and I’m like, “Yeah, I’m going to be wrestling this week.” And he was all excited obviously and told my mom and told, you know, everybody.

Fast forward now a couple of days, it was the wrestling tournament, we were wrestling Bingham High School. I remember we get to weigh-ins and I’m a little tiny, skinny 130 lb kid at the time. So I get on the scale and you know, you strip down to your tighty-whities and you step on the scale and look at your weight. And then the guy who I’m wrestling gets on the scale, he steps up and I look at him and the dude had a mustache. I don’t know about you, but to this day I can’t grow a mustache. I’m not still not quite manly enough to do that. He had a mustache, and again this is in high school.

I was like, “Are you kidding me? I’m a little kid. This guy in a mustache is going to destroy me.” I was so scared. So I remember after weigh-ins, we’re getting warmed up and I see my dad and I’m like, “Dad, the guy I’m wrestling has a mustache.” And my dad’s like, “What does that matter?” I’m like, “I don’t know but he’s like a real man Dad. I can’t grow a mustache.” Anyway, I go out there for this match. I go out there I’m wrestling, I’m going through the whole match, I’m wrestling this guy and I don’t remember much about the match. All I remember is at the end I won. I stood up and I shook his hands and I remember looking at him in the face and I was like, “I just beat a dude who’s got a mustache.”

And then the ref raised my hand. As soon as I raised my hand, my head went up and I look at the audience, it’s the bleachers, and in the bleachers there’s two people, my mom and my dad. My dad’s standing up clapping and that day I became a wrestler. I was like, this is the greatest feeling I have ever felt ever. I never got that from basketball, never got it from anything else. I’m a wrestler, that day I became a wrestler.

I was thinking about that. I was like, different parts of our life we identify with different things. For over a decade of my life, I was a wrestler. I still am in my mind. I identify with that, that’s who I am. At my core, there’s a few things I am, I’m a wrestler, I’m a Mormon, I’m a dad, I’m a husband, there’s a couple of things and I’m an internet marketer. There are things, four or five things I really self identify and each of those situations, I know the day that I became that person. I know the day I became a wrestler. I know the day that I became a Mormon. I know the day that I became an internet marketer. And it’s when you have that experience and you’re just like, “Dang, that feeling, I never want to lose that feeling again. That was the greatest feeling in the world for me.”

For my business, I remember when it was. I got online and I was trying all these things, you’ve probably heard my back story a million times. I was trying thing after thing after thing and all sorts of stuff and nothing was working. I remember the very first time I created something and put it out there and somebody bought it. And it was $20 and the $20 came to my Paypal account and I was like, “Dang.”

I remember coming home and telling my wife, I had a Paypal credit card at the time. We had no money in the Paypal account, but i had a Paypal credit card. Someone bought and we had $20, and for me as a college kid, $20 was insane. I came home and told Collette, “We made our first sale.” And she’s like, “What? You made a sale?” I’m like, “Yeah, someone paid us $20” and we were so excited we went out to dinner that night. And we used my Paypal credit card and paid for dinner. I mean, it wasn’t a fancy place, probably Burger King or something, that is my favorite restaurant. But we went to Burger King or something and I think we went to a dollar movie.

But it was like, I earned this. This is something, because at that point, my parents had supported me my whole life. My, I had Summer jobs, but I was wrestling all the time, so I never had a real job. Then I got married, my beautiful wife supported me. She was doing two jobs. For the first time in my life, I had created something that made money. That night, that dinner, that was mine. That was my gift to her. I created something that paid for that dinner. It paid for that movie. That night is when I became an internet marketer. I had that feeling. I love this feeling. I never want it to leave. I want that for the rest of my life.  And then I became obsessed and passionate about it.

So for you, I’m curious. I want you to think about it and hopefully it’ll be fun for you to go back and think, but what was the day, think about whatever it is your business is, the thing that you’re so passionate about giving and serving and sharing with people. What was the day that you became that person? That you became a wrestler, that you became a marketer, that you became a fitness coach, that you became whatever it is for you. What was the day that that happened? I want you to think about that, and that’s my gift for you today.

Because as I thought about it yesterday I was just like, what a cool experience. It’s just cool. I hope that this gives you a minute to remember that time for you and enjoy it. Because that feeling is what drives you now. You had that feeling once and you want it again and again and again. I want you to remember that because it was interesting, when Tony Robbins came to Funnel Hacking Live he talked about why we do things and it all came down to basically we do things, everything for humans is about a feeling. We want that feeling. We want to feel good, we want to feel loved, but it’s a feeling. That’s why we do everything.

That’s why people turn to drugs, to try to get the feeling. That’s why people turn to love, they want that feeling. That’s why people turn to all, it’s all about feelings. Sometimes we have a feeling and that’s what drives stuff, but forget about it. We don’t think about it, we don’t….just remembering that feeling of me getting my hand raised yesterday, it was, it felt good. You forget about that. We’re always racing for the next good feeling, but sometimes if you stop back and just think about the feeling you had, the day you became who you are, because that’s the feeling you’re chasing after every single day.

That’s honestly a feeling I chased for 12 years of my life while I was wrestling. That feeling of raising my hand and looking in the stands and seeing my dad, that was the feeling. That’s why I woke up super early in the morning, that’s why I stayed up late at night. That’s why I cut weight week in and week out, day in and day out for years. It’s the reason I got my eyes cut open. I had stitches, I had blood, the reason I sacrificed my body, my time, my energy, my effort, my everything, is because of that feeling. I wanted that again.

So what’s cool about us, as humans, we’ll stop and remember we can get that feeling again. So today I want you guys to sit back and I want you to remember that feeling. And that’s my gift to you. Just enjoy it for a little bit, before you go chasing it again, because it’s there and you can remember it and you can bring it back.

So I hope that helps you guys, it felt good for me today. Hopefully it felt good for you as well. And that’s all I got. I’m almost back to the office, I’m going to let you guys go. Appreciate you all, have an amazing day, and talk to you guys soon. Bye everybody.

Russell Brunson talking about the hidden business inside of everyone’s businesses…

---Transcript---

Hey, everyone. This is Russell Brunson. I want to welcome you back to the “Marketing in Your Car” podcast. I hope you liked our intro song [laughs]. If you listened to the first podcast yesterday, I told you I’d been talking about doing this for 4 years, and I was having my brother do my audio/video stuff. He was going and he was putting up the first podcast, getting it all installed on iTunes, making it all work, and he was like, “Hey, do you want to use that intro we had done about four years ago for the ‘Marketing in Your Car’ podcast?” and I was like, “Oh, yeah, I forgot. We hired this dude to make an intro,” so I listened to it. It was super corny, super cheesy, but it sounded like a cool radio show, and so we’re going to use it for a while. Congratulations. You guys get to hear our awesome intro.

Right now I’m actually not driving to the office. I’m actually driving to go to wrestling practice right now. One of my buddy’s kids is in town and wanted me to beat up on him a little bit, so I’m driving there, but I just had some ideas I wanted to let you guys have some fun with. It was the thought process I’m going through.

Yesterday I talked about the power of things being rare in your business, and so when I was sitting there that day when I got to the office, I was thinking about how I could use that on anything I’m working on right now. We recently launched a new supplement, and if anyone’s ever been in the settlement business, I’m learning all of the headaches that come with the inventory management and stuff [laughs] like that.

When we first launched, we had no idea if it was going to sell, so we ordered a thousand bottles, and it sold really well. When we went back, we ordered twenty-five hundred bottles, and it sold out, so then we went back and got another thing, but the thing that’s annoying is that we have a six-week delay before the next order comes in. If I put in an order today, six weeks later is when we’ll get the bottles back in, so it’s a huge timing issue.

I’m a good entrepreneur. I’m not so good with timing and all of that kind of stuff, so all sorts of headaches has been happening. We decided to test something in the last day or so, and I don’t have extensive results yet to show you guys, but so far the numbers look really good.

On our phone number, if you’ll call in to order, we have a voice message thing that we’re doing, and we are also tweaking the copy on the page, which basically just talks about the fact that the supplement is rare right now, which is true because we ordered our last batch of whatever it was, and they’re almost gone, so we spoke to that. We talked about that and basically said, “Hey, this is a trial run. We’re making sure that it sells well.”

I can’t remember exactly how the script went as I’m sitting here in my car, but we did a couple of tweaks with the script, talking about how it was rare. Eventually it will be something that we have full production runs of, and at that point, the price will be X, but right now, because this is a newer thing, we want more case-based success stories. Until we sell out, this is the new price point. So far, in less than a day now of results, that’s going really, really well, so I’m intrigued and excited to watch what’s going to happen over the next little while.

The other thing I want to talk about today, and hopefully this will give you guys some ideas, but one of my favorite books that I’ve read recently is a book called “Rework”, by Jason Fried and the team over at 37 Signals. They are the guys that invented Basecamp. They also brought Ruby on Rails, that language about, and anyway, they’re really neat guys, and I had a chance to interview Jason a little while ago.

One of the concepts he talked about was selling your byproduct. He talked about a coffee shop which sold coffee, and they made a bunch of money, but they had all of these coffee bags they were just throwing away, and so they started selling the empty coffee bags and started this whole new business just selling that. He was talking about his business, the fact that these books they’re writing are the byproduct of all of this stuff they’re learning.

I thought it was kind of interesting. For almost the last five and a half years now, we’ve been running the publishing and print newsletter “HeadDotComSeekers.com”, and we’ve had tens of thousands of subscribers from all around the world. Tons of success stories have come from it, but it’s just been that everyone in our office wrote an article about what they’re doing, and we published it.

Recently I came back and said, “Look that stuffs been good, and people like it, but how do I create a product that’s just phenomenal and exciting?” I kept wondering, “What are the things that people in our market really want? What are they interested in?” What was kind of cool is that in January, I was at an event. It was Ryan Deiss’s and Perry Belcher’s Traffic and Conversion event. Listening to this thing, and after, one of my friends came over to me. He’s from Israel, and he said, “Hey, why aren’t they sharing more of their split test results? That’s the main reason why I flew all the way from Israel to here, because I want to see the results from the testing.”

I thought, “Isn’t that interesting? That was his main driving point.” In our business, we test stuff all day long. We’ve got split tests on thousands of awesome, exciting, crazy, different things. I was trying to think of that could be the byproduct of our business, sharing in our split test results. I don’t know anyone that’s as much of an entrepreneurial ADD as me and has so much happening in all of these different markets. I think right now we’re in twelve different markets, I believe, unless you count the Thai company I’m trying to roll out. That would be number thirteen [laughs]. But we’re doing stuff in all of these different markets.

I think we have the unique perspective that most people don’t have, so we share stuff that’s happening in our supplement business and in our “keep running” business, and in our dating and our weight loss, in our Internet marketing, and all of these different businesses, and share the results. So that’s what we’re now rebranding our whole newsletter around, around testing results, and in about two months from now, we’re re-rolling out our newsletter under that new direction, new angle, and I think it’s going to be really cool.

Just for you guys to think about in your business – what are the byproducts? What are the things that you’re doing that just by the nature of your doing it, it’s creating something? That could be an information product. It could be creating waste. Whatever it’s creating, what other side businesses are there that you can do, that you can spin off of that? I thought it was kind of an interesting topic and something you guys could think about in your businesses as well.

That’s all I had for today. Again, I don’t want to make these long. I want to keep them small. My goal is I’m going to be recording these while I’m driving either to work or like right now [laughs], driving to the wrestling room. Hopefully these things will be something that you guys can plug in to your car while you’re driving. You can download them in the morning. I still don’t know how podcasts work. I’ve never really been a part of one before, but download them in the morning, and when you jump into your car, driving to work or when you’re driving around during the day, listen to them for ten or fifteen minutes.

My goal is that if I can give you one little idea or just get your mind thinking about something different each day, then I feel like I’ve succeeded and that’s what my goal is. I appreciate you guys listening in, and I will try to keep giving you some good ideas. If you want more information about me or our company, please go to DotComSecrets.com. That’s where we share most of our Internet marketing. Cool stuff that’s going down. I appreciate you guys, and we will talk to you again soon.

The four funnel sequence we are using to launch the DotComSecrets book.

On this episode Russell talks about his new Funnel Stacking book. He mentions his plans for the marketing the book.

Here are some of the exciting things you’ll hear during this episode:

• The name of the book and why it was chosen.
• The way Russell plans to market the book.
• What the three core funnels are and other interesting things in the book.

So listen below to hear about new Funnel Stacking book.

---Transcript---

Good morning, everyone, I want to welcome you to the inside of my car.

Alright, guys, so, today I wanted to — I’m actually driving to the gym right now and I had an idea to share with you guys. So, some of you guys know I’m launching my book in two weeks from yesterday. So we’re going to try to hit the New York Times Best-Seller List, among some fun stuff and anyway. So I’ve been working on the funnel, and I’m really excited for it and thought I would share with you guys, because maybe it will give you some ideas on your own.

So, first thing is I decided instead of just doing one funnel, I’m going to try to do funnel stacking. I think that this is going to become a bigger trend for people, especially after we kind of do it this week, or during this launch. So, there’s basically going to be four funnels inside of this funnel. So, it’s like a dream inside of a dream inside of a dream, right? So that’s kind of the idea. We will call it funnel stacking.

That’s kind of a cool name. Anyway, so the first funnel is going to be the book launch. So the first thing is going to be a book. It’s going to be free plus shipping, and then we’ve got an order form bump. If you don’t know what an order form bump is, I think I did a podcast, like, a few months ago about it. And actually, we’re about to launch a new dot com secrets monthly continuity newsletter.

And my due, the very first issue is all about the order form bump. So, it’s a really cool thing. Basically it’s like someone puts in there, like, step one in the sales page says “Where do you want us to ship you the book,” then step two says “What’s your credit card.” And then right before the submit form there’s a little bump there that says “Hey, how would you like to add this to your offer for an extra, whatever, $37?”

So for ours, what we’re doing is, I mean, going back before that, I think I figured out a perfect order form bump. So the order form bump is going to be next Tuesday I’m renting out an entire recording studio. I’m going to record an audio version of the book, so I have, like, an audio version. And then I just run a bonus chapter of the book, the lost chapter, called the Dream 100, just how to get leads into your sales funnels.

And so, what I’m going to do for order form bumps is “Hey, how would you like to have the audio book version of the book plus the lost chapter called The Dream 100, How to Get How Many Leads Into Your Funnels, for an extra $37?” So, quick, here’s a boom, a $37 order form bump, which I think will crush, I think we’ll get half the people to buy that. So, that will be cool. Then the first upsell we’ll probably make in some traffic systems, and the second upsell will probably be the Perfect Webinar systems.

So that’s going to be the kind of the initial, like, sales funnel number one, right? So that happens first. And then we transition over – I think I have allergies today, that’s why I probably sound kind of funny. I’ve been sneezing all morning, so I apologize for that. Okay, then, so after we finish that one, then we transition over to sales funnel number two, which is called Will This Work In Your Business, or This Won’t Work in My Business, something like that.

And so, yesterday I actually filmed, I spent about eight hours filming this workshop that basically takes what’s in the book. We have a blueprint called the Dot Com Series Blueprint. And basically, it’s a blueprint where I took a group of nine people through yesterday. And one was a realtor, and one was a chiropractor and one was a info product person, one was a coach. So we had, like, a lot of different types of businesses there.

And so we went in there, and taught this process where Grayson took everything from inside the book but broke it down into, like, what’s the first step, second step, third step, fourth step. So they had very, you know, very straight line to where they were starting out to where we’re going. And so that was kind of the event. And so, we’re going to be doing an invisible funnel version of that event for people, where basically it’s $0 and then they pay $197 afterwards, if they love it. And so that will be the second funnel.

And then we’re actually doing those live. We’re going to have, we’re going to be having small group classes. It will be like one facilitator for ten people facilitating these little classes, like I did yesterday. So it will be really, really cool. So that will be funnel number two, it will be the invisible funnel. And that goal there is, you bought the book, here’s how to [Inaudible 04:18] liking this book until you, to make it work for your type of business.

Funnel number three then is we’ve got this really cool hand sketch video called The Death of a Website, talking about how websites are dead and sales funnel is the new thing, and it gets people to register for the Funnel Hacks Webinar. So that would be the third funnel in the process.

And then funnel number four, in the process, will be, we filmed the video yesterday with Mike Stanczyk. And you guys, if you listened to yesterday’s podcast, you heard kind of his story. So I think we’re going to call it Rick Kid, Poor Kid, or something like that. And it’s him telling his story about his experience with our coaching program, and from there we’re going to be selling our coaching program.

So that’s kind of the game plan. That’s what we’re doing. So it’s going to be kind of fun to see. In our old funnels, because it was one funnel, we had averaged, you know at Dot Com Use Labs we had averaged about $40 per book in the sales funnel. And this one, I’m really excited to see, I think will be, you know, who knows, it will be 2, 3, $400 per book. It’s really in that funnel sequence, the funnel stacking.

So, anyway, we’ll see. I’ll let you guys know as it happens, but it’s kind of an exciting time, you know. So I’m at the gym now, have a great day, you guys, and we’ll talk soon.

How you can use your online influence to make money from advertisers.

---Transcript---

This is Russell Brunson and this is the Marketing in your car Podcast.

Today I’m heading to the office and actually my son Dallin is coming with me today. You guys heard about Dallin on yesterday’s podcast. Dallin has been saving up money for the WiiU. He asked this week if I would hire him, the day after the 4^th of July, which is today. I just hired Dallin and he is coming to the office with me today. He’s got his chalkboard with him and his crayons and his whiteboard and he is going to make some money. He’s excited.

The other thing I wanted to talk to you today about is, yesterday we had our 4^thof July parade and there were some lessons that were really fun with it. I remember as a little kid going to parades, and they were insanely awesome. There were big ole floats and all kinds of crazy stuff. Yesterday we went to the Boise parade. The Boise parade was a little disappointing, not going to lie. It was mostly cars with banner ads stuck to the side of them. I realized very quickly that all a parade really is, at least the kind of parade we went to yesterday, is a marketing tool. They talk about getting excited and hyped up.

A whole bunch of people show up in this one spot and these cars with banner ads come by that basically tell you to go do things. We saw banner ads for all sorts of things. Every float had some kind of advertisement on it, and there was no purpose for a float other than they were trying to advertise for whatever their thing was.

I thought it was interesting. Then what was kind of cool was at the end we saw the Costa Vita car drive by and we were hungry and said, “Hey, let’s go to Costa Vita.” We thought the only one was far away, but we saw on the car an address for one that was about a block from where we were at. We walked over and had lunch at Costa Vita. It actually worked. The advertising worked on us. It made me think about, there’s a lot of ways to make money online. There’s a thousand different ways to make money online.

One of them that works really efficiently and really effectively is to get a website that has tons and tons of visitors just like a parade, and have good content or good floats or things that are there that get people’s eyeballs there. Then on the sides and middle and all over the place you just sell banner ads. It’s kind of interesting. That is an amazing business model. That’s how parades work. That’s how a lot of businesses offline work. It’s the same thing online.

For a lot of you guys, if you think about it that way, for you to make money online is kind of a two-step process. The first thing, just like the parade, you’ve got to get a whole bunch of eyeballs there. If you get a whole bunch of eyeballs there, the advertisers will come.

There’s a really cool book that I read recently. It’s called Trust Me, I’m Lying. I highly recommend it, you guys should read it. It just talks about how media is passed through online, back to the traditional media outlets. It’s a pretty controversial book, very interesting to read. One of the things he talked about is how bloggers make their money. They write unique, interesting stories that get a lot of attention and get a lot of views, because bloggers make money for every view that comes to their site, or if they work for a company it’s the same thing.

They get their base salary, but they get a penny for every person who comes and looks at it. They are not incentivized by sharing true stories; they are incentivized by sharing controversial stories to get people talking. That’s why the media channels are so messed up these days. It’s kind of interesting. I’m saying that because for you, if you want to start getting eyeballs, you can start selling advertising on your site. You’ve just got to be exciting or controversial or whatever.

That’s the biggest key. If you put out that content and put out videos and start blogging and all those things, that’s when you start getting eyeballs. It’s like a parade, and at that point you can go and sell advertising, either your own products or other people’s products. That is the key.

We are now at the office. Dallin and I are here and we are ready to work hard. I hope you guys are as well. That’s about it for today. If you enjoyed this podcast, please go to iTunes.com and look for the Marketing in Your Car Podcast. We would love to hear from you. That’s about it. Thanks, everybody. We’ll talk to you tomorrow.

What really happened over the last three days…

---Transcript---

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

So first off, I want to say that I think it’s about time we get a new theme song. What do you guys think? [laughs] The 1980s initial version is about ready to be retired, I think, so that’s going to be first on my list for this week.

Anywho, it’s been a little while since I’ve done a podcast. The reason why is that I’ve been neck deep in getting ready to launch Click Funnels, and I’m guessing from the outside, everything seems so calm and simple and easy for what we’re doing. We launched the first pre-launch video yesterday, but there’s always a story behind the story, and so I thought I would just share that to you guys while I’m heading in to the office, because I think it’s always fun.

First off, Click Funnels has been a big project [laughs]. We’ve been going crazy trying to get all of the templates done, working and testing them on every browser, and on and on and on, and it’s been a ton of work on that side, but it’s turning out amazingly. For the last three or four nights in a row, I’ve been pulling sixteen hour days. I work eight hours, go home and play with the kids, and then go back another eight hours, and then come home and sleep for a few hours, and then go back again. It’s been a lot of work on that side.

The last week we started planning out the pre-launch. What should we do? How should we do it? My team member, John Parkes, and I sat down and we brainstormed out an idea that it would be fun to have Chris, our number one designer, go head to head with somebody who’d never used Click Funnels before, and see who could build a website the fastest. We started brainstorming these ideas, and it went from this really simple idea to us renting out an octagon and having these two fight it out in the octagon. We got really excited. This was Thursday.

I had this guy who wanted to do the video, so I called him up and said, “Hey, do you have some time next week to do videos?” He said, “No, I’m flying into Tokyo on Monday.” I was like, “On Monday? Crap. I need these before Monday.” He’s like, “I have tomorrow, Friday, if you want to do it then.” I’m like, “All right, man. Let’s do it,” and so Thursday night, I’m scrambling to try to write scripts for this four video launch sequence. Typically I think, most people spend a couple of weeks writing out scripts to launch a brand-new company [laughs], but literally, I had to do it in about an hour.

Then I had to find an octagon, so I’m calling around, and luckily, some of my buddies own an MMA gym and we were able to rent an octagon. We got the camera person in. I needed to find somebody to be the other person competing against Chris. One of my friends is an author in town. She’s written a book, and she’s been super successful. She’s a life coach, and she also certifies life coaches, so I called her and begged her, and she dropped everything, moved all of her appointments around so she could show up and be the other person, and on and on and on.

That day, I get a call from the Ferrari place, because my Ferrari, which is a whole other story for another podcast, has been in the shop for six weeks. They’re like, “The Ferrari’s done,” and I’m like, “Oh, sweet. We can have the Ferrari in the video.” So I raced down to go grab the Ferrari, and on my way back, trying to get home, it died about thirteen times [laughs], so it still doesn’t actually work, but at least it moves forward long enough so you can catch a glimpse of us driving it on the video [laughs].

So we put the whole thing together, and then the video guy is scrambling because he’s flying to Tokyo Monday morning at 6 a.m., so he’s scrambling to edit the videos and put it all together and get all of his stuff done. Then he texts me Sunday night at about five in the morning and says, “Hey, I got it pretty much done. I left the hard drive out in front of my house, and you can go grab it, and hopefully the files will all work for you.” [laughs]

So I go and grab the thing, and it looked good, but there were some tweaks I needed, and my brother, who’s my main video guy, was heading out of town Monday morning, so I called him and tell him and his wife they can’t leave yet, and so he goes down on his computer and he’s editing the videos and tweaking some stuff to get it just perfect [laughs]. I swear, his wife is probably cursing me out, because they were leaving on this big family vacation. We get that back, and then at the same time, we’re in the process of moving our e-mail auto-responders again, for about the third time this year, to this company called MaroPost, and we’re having issues there. We can’t get the list imported [laughs], and then their scrubbing process, which should take an hour, took about three days.

Then we started building out the launch funnel inside Click Funnels, and honestly, the only funnel I’d never tested yet was the launch funnels, so we started testing them. The first time around, there’re always issues that come with any funnel. Then we’re rebuilding our entire launch funnel sequences and Click Funnels and we’re adding features, and it’s like this storm of things, literally, for the last four or five days. I don’t even know.

Finally, yesterday, I was in the office, and I hadn’t slept in about three days in a row. I literally am living off of our supplement that we’re launching in the MMA market, called “MMA Ignite”. I take a shot of that, every few hours to wake me back up, but the effects of it had stopped working yesterday. I think my body was just done. I was just dragging, putting all of the pieces together, and then finally we got the launch page up. We got the video live. MaroPost uploaded. I sent the e-mail out to the list, and I sat down, and I was just like [sighs], “We did it.” I was so excited.

I went home, played with the kids for a bunch of time, and then checked my phone, and a whole bunch of people were texting, “Man, that video is awesome. It’s the best video you’ve ever done.” You know, all of the things people message me on Facebook and stuff about how impressed they were with it all, and how good the scripts were and everything. It just made me smile, knowing that we pulled the whole thing off, literally, in about a day, if even that. I think it turned out pretty good, so behind the exterior, there’s always crazy stuff happening inside.

Oh, and not only that, we’ve got our support team, right? We ramped up because we were getting ready for Click Funnels, but then, low and behold, Neuracel just went crazy, and so we’ve got three full-time support people who’re doing Neuracel, and we have no one to support Click Funnels, so we’ve been scrambling and trying to hire people in Boise. We haven’t found anyone good.

Luckily, thankfully, and hopefully some of you guys listening have probably got some great friends who’ve volunteered who are good at something, like Garrett Pierson. He’s the owner of a whole bunch of sites, Trust Guard, Shopper Approved, Kart Rocket. He just dedicated his time. He’s coming up for a week to work for free just to help us during the launch week [laughs]. We’ve got a couple of other people that are I met on Facebook that are friends that are going to come in and work for a couple of weeks. People are literally flying here just to help out with the launch, just to help us so that it will go off opefullyHwithout a hitch while we’re finding a more long-term support team.

So anyway, it’s just kind of crazy. I’m grateful for everyone on my team that’s made this happen. I’m grateful for everybody outside of it, people like Garrett and others, who don’t have any vested interest, but just care about me and about us enough to come and throw in a helping hand. Some really cool things are happening, but I just wanted to share that, because I’m sure a lot of you guys, in your business, you see you’re doing stuff, and you feel like nothing’s working, and you’re going crazy, and you’re freaking out. Even though it may look like on the outside that we have it all together all of the time, we’re just like everybody else. It’s a lot of work and a lot of juggling, and when it all comes together in the end, it feels really, really good.

I’m excited. Launch Week is in less than a week – Launch Day. We’re just going to launch to our internal list first and we’re going to test that out and make sure we can handle the support, and then we’ll open it up to affiliates after that. It’s pretty exciting.

After I got home last night, after the kids went down, I had a chance to finally watch “24”, which was awesome, because it’s was Wednesday night, so I’ve had two or three nights in a row of wishing I could watch it, but I’ve been too busy working. I got to watch it last night. It was exciting, and I wish that show would never end. For those guys who are watching it right now, they only have twelve episodes a season, and they just finished up with number ten, so there’s only two more to go. We should have a 24-Dot Com Secrets “Marketing in Your Car” party for everyone. That would be fun.

Anyway, I’m in the office. I’ve got a lot of work to do. I’ve got to go clean up a couple more messes and stuff for video number two, but I’m excited for it all. I appreciate you guys listening. I hope you got something out of this one, and I’ll talk to you guys all again soon.

Reflections on what happened today when Clickfunnels when down for a little bit.

On this episode Russell talks about a situation that happened with Clickfunnels shutting down for a few hours. He talks about how he and his team handled the problem and were able to get things up and running in a short amount of time.

Here are some of the cool things you will hear in this episode:

• Find out what caused Clickfunnels to go down today and how Russell and his team handled angry customers.
• Hear why a similar experience from a year and a half ago helped prepare the Clickfunnels team to solve this problem.
• And find out the 3 core things that should help you if your business ever experiences a disaster like this.

So listen below to find out why Clickfunnels went down, but was able to recover in a relatively short amount of time.

---Transcript---

Hey everyone, this is Russell, I hope you guys are doing awesome today. Today’s Marketing In Your Car is actually happening in my office for a couple of reasons.

First off, I was getting ready this morning. I was planning on waking up at 5 to start working on the book. I got the last edits on the book going, I have to get it done by the end of the month if we’re going to get it published in time for our launch date of April 18th. But then I had only slept a couple hours that night, so I just every 9 minutes for 2 hours kept pushing snooze. Then finally it was 7:00 I’m like, “Oh crap, the kids gotta get up.” So my wife and I got up and started working on the kids, get everything ready and then check my phone to find out that Clickfunnels was down.

Some of you guys probably had the same sinking feeling in your chest this morning when you saw that, as I did. So I just wanted to kind of walk through what’s going on in my head. Because one, so you guys know, but more importantly because there are times when there’s going to be disasters and problems and issues with you business. And I’m just going to go through what I did and what our team did. Hopefully it’ll help some of you guys when disaster hits for you.

One good thing I have on my side, is I’ve got the most amazing development team on planet Earth. So by the time I’d noticed they’d already known and they were on it and working on it. What’s funny is the last time we had an issue, I’m pretty sure, I’m positive I did a podcast about this when I was in London. It was over a year and like 3 or 4 months ago. Almost a year and a half was the last time we had any issues.

It’s funny, because at the time Clickfunnels had been built on a database company called Clear DB was the name of it. And we were kind of outgrown them and we knew that and we were trying to move over to the other servers and we were trying to move and they wouldn’t let us, they basically had handcuffed us saying, “No, we don’t want you to move your data and if you do it’s going to have to go this other way and you’re going to have down time for 3 or 4 days.” Whatever.

So as we were getting closer and closer to what became the first day our servers crashed, things started working less and less and more issues and more hiccups. It was just their company couldn’t handle what we were putting through to them. And at that time we had about 10 thousand members so we wanted to shift over but couldn’t and couldn’t.

I was actually speaking at an event in London with my family, so I was in a plane flying to London, when I landed in London I figured out how to get international phone, which is not as easy as you’d think. Look at my phone and basically get there and realize Clickfunnels is down. Messaging my team and they’re freaking out, everyone’s freaking out and it was just like, “huh.”

We didn’t know the issue, but basically, luckily on my team Ryan Montgomery and Todd Dickerson kind of called an audible, “Hey look, we can either wait for Clear DB to rebuild or we’ve got to rebuild this whole structure over on Amazon, where we want to move things.” So they made the decision to start rebuilding. So they jumped into it and rebuilt, basically the whole database structure of Clickfunnels over here in Amazon. And then started restoring entire Clickfunnels database from an old backup. Not old backup, backup that had been, I think we back up every 20 minutes or 30 minutes or 10 minutes, whatever it is, and restored it from backup.

Ended up, I think we were down for 12 hours, which was insane. People were ready to kill me. Luckily I was in London, no one could find me. But it was tough. Luckily because our developers had the foresight to rebuild instead of waiting, it ended up taking 3 weeks to restore our servers. So we would have been down for 3 weeks if it hadn’t been for amazing people. I remember when I got there, Facebook was blowing up, my messages. Everything was blowing up and people were angry and I was like, “What do I do?”

I didn’t know what to do. I’d never been in this situation before when literally 10’s of thousands of people’s lives and livelihood depended on us and what we were doing. It was a scary, scary situation. At first I was like, well maybe I’ll make a video and kind of try to calm the storm. Make them feel good. But I was like, you know what? No. I’m pissed, they’re pissed. This is not a good situation, this is not acceptable for us, it’s not acceptable for our upstream providers. So instead in the hotel room I had my kids go in the bathroom and try to be quiet and I recorded, this is pre Facebook Live, so I recorded a video with my phone and I didn’t clean it up or polish it. I said, “Look, this is what’s happening.” And I was pissed and people felt it. And I posted that in our Facebook group.

And what came from that was amazing. We had hundreds of people come and comment on our site. Basically like, “Look, we’re here for you.” And they fought hard for us and our guys luckily got things up within 12 hours. We were back stable. And what was interesting was because of that we learned a bunch of things. And because of that we were able to move to a new server which was awesome. Things became more stable and then we spent the next 5 or 6 months just working on stability, which if you remember there wasn’t a lot of new features that came out in that time because we were focusing on building this back end structure making sure that never happened again.

And it didn’t for a year and 4 months. And then today it happened again. So the first thing is like, what in the world? Was it our infrastructure? We thought we had built things in a way, looking at server recourses, we had the ability to probably give out ten times where we’re at right now and still be fine. As of today, so this is a year and a half later, we’re at 30 thousand members right now. So we have 3 times as many people using the system, 3 times as many people’s lives are affected when we go down. So we go down and we’re looking on, from a server standpoint we were fine. We weren’t taxing the servers more than we should be, so we tried to figure that out and dig deeper.

Finally we figured out it was Amazon’s….something to do with them. They were the issue. So it was like this really weird thing where we were helpless. We can’t do anything, they have to fix it on their side. And their service isn’t typically the best, we actually just upgraded from the, I don’t know the $1000 a month service plan to $15000 a month service plan. So now we’ve got direct lines to all the backend developers. So we were able to upgrade that for the future. But we were kind of stuck. We don’t know what to do. What do you do?

So while we’re waiting for them to fix it, our guys were like, “Okay well let’s rebuild.” And they start going to work and it was just so cool to watch them in crisis mode. They didn’t sit there and do nothing. They said, “Okay, alright. What are our options? How many contingency plans do we have?” And they went and executed the first one and I watched as they tried and failed. Try the next one, failed. Try the next one, failed. And it kept going and going and finally they figured out something to get it live again. And this time we were down for 4 hours, which is the longest we’ve been down since the other one.

But they got it up and working again before the Amazon team was able to figure out the issues on their side. Now we’re communicating with them and they’re fixing the stuff on their side. And this time is kindo f the same thing. What do I do? I have all this fear. We’ve got 40 thousand people in our Facebook group, its our only means of communication I have with our audience. People in the Facebook group were like, “Why didn’t you email us.” I’m like, “We use Clickfunnels as well. We can’t log into our email. We’re in the same problem you are. We have status.clickfunnels.com page, we’ve got the Facebook group and most people on the Facebook group are like, that’s the only channel we have to communicate.”

So we decided to quickly do a Facebook live and let people know this was happening and be very aware. Again not trying to sugar coat things. In fact people messaged me, “Are you pissed or are you sick? I can’t tell.” I’m like, “A little bit of both right now, to be completely honest.” But we did that and then an hour later when we had more updates, we did another Facebook Live for updates. Then an hour later we were back live and kind of shared that as well. What’s interesting as you watch people that are, the message, the overwhelming thought was the fact that people appreciated our communications.

It was interesting, I remember about 6 months ago Lead Pages went down for about 18 or 19 hours if I remember right. We were watching their server logs and they were down for almost a full day. And they did the opposite. They went radio silent and didn’t say anything to anybody. Didn’t message, didn’t talk about it. It was the opposite and I know a lot of people left Lead Pages that day because of that. And I’m sure, unfortunately we’re going to lose people from Clickfunnels. But I had other people message me in the forum that said, “Hey I haven’t joined Clickfunnels yet, but after seeing your communication throughout the day, I’m now joining. “ So I think we’ll gain a lot of people as well.

It’s just one of those things. It’s kind of, for a lot of us, for me, it’s my first time being a real CEO and trying to figure out these things and I think what I’ve found from this experience is a couple of things. First one is over communication is key. People are okay if there’s problems happening as long as they know about them and you validate it. Number two I think that my initial response when people would complain on Facebook is I want to be very defensive.

I had people who were like, “Hey, Clickfunnels is down. I lost hundreds of dollars. Do I get a free month. I want you to pay that money back.” The defensive Russell, wrestler Russell wants to fight everybody he sees. You know what? Dude, the second you start paying me, right now you’re paying $97 a month to use our entire platform. The same thing that in the past was costing me 20 to 30 thousand dollars a month to run on our own. For a $100 you’re paying for that. As soon as you’re willing to give me 25% of all the money you make from us, then I’m willing to give you back money when we’re down for an hour or two.”

I just, in fact, I even started commenting multiple times that. And then I’m like no, I can’t. That’s not the right response. I think us as a team we all wanted to get defensive because we’re doing our best. It’s not even our fault. It’s Amazon’s fault. Amazon’s not refunding my money, I guarantee that. In fact, we’re spending more to be able to actually get answers from them. It’s so frustrating and multiple times I wanted to do that, so I messaged my team, everyone on support. “People are upset, and they have every right to be. I’m upset, they’re upset and we cannot be defensive. That’s going to cause, that’s just the wrong thing. It doesn’t help anybody. We have to have empathy. Empathy’s the only thing that’s right in this situation.”

So when people on Facebook complain and send me, mouthing off, by default I want to say, I tried to go to everybody and say, “Look, that sucks. I’m so sorry. It’s not okay. We’re not okay with it. You shouldn’t be okay with it. We apologize. We’re sorry.” And try to bring empathy to the situation as opposed to where we naturally go. I think that was a big part of it. Communication, I think empathy is big.

And I think the third thing is understanding. A lot of the things I talk to you guys about in the last year or so and what the new book is about is really when you build a culture of people where it’s more than just…..the best way to explain it in one of our masterminds is a dude who’s super cool named Noah. Noah in one of the things said, “Because I’ve bought into you, Russell and I’ve bought into Clickfunnels, I see all your competitors pop out. I see them in my Facebook feed, I see the emails. I look at them for less than a second, just long enough to laugh, then I close it down. Because I bought into you.”

And I think that reason why the community is doing okay through something like this and why we’re able to recover from something like this is because we’re not just a product, we try to become more than that. We’ve tried to become a community, tried to build a family, tried to not just give you guys the tool, but the training and the platform and everything else that ties into that. It’s because of that, again on the same side I’ve talked about before, when we were building Clickfunnels, I didn’t want everyone to say, “That’s Russell’s company.” I want them to say, “This is our company.” It works both ways. When we have down time I don’t want people, I want people saying, “We have down time, this is something we’re all struggling with.” And we look at it more as a community as opposed to us, not us versus them, but you know, here’s the service provider and here’s us.

I think for all of us, the more you can focus on that. You’ve heard me talk about that a lot in this podcast, but you’ll hear me talk about it more when the book comes out. Because that’s what the whole first section is all about. How are we building a following of people that are part of something bigger that you’re creating as opposed to someone who’s buying your product. And I think that those are the 3 things I kind of learned and more reaffirmed of today as we went through this mini disaster.

So hopefully, I hope to see you guys because it may not be today, might not be tomorrow or a year from now, or maybe it will never happen. But if and when it does happen, those are some of the tools that have helped us to survive now 2 disasters in the 2 and a half years we’ve been live. Hopefully if any more come in the future it will help us to wave the, survive the storm as well.

But I just wanted to thank you guys all for being listeners of the podcast and I want to thank you guys for being members of Clickfunnels. If you’re not using Clickfunnels yet, hopefully this is just one more reason for you guys to come try it out. Because we really do care. We’re here for you and we’re not leaving. We’re not going anywhere. So if you’re not a member yet, go to Clickfunnels.com, get your free 2 week trial, test us out and see what everyone is talking about.

This week Eli said we passed 30 thousand active members, which is a huge milestone for us and our goal is to get 100 thousand by the end of this year. And obviously the only way we’re going to do that on our side is to become better. Become a better infrastructure, become better people, become better teachers, become better marketers, become better at the fulfillment side, become better at on-boarding and I think that this was a really good chance for me and for my team to look at that. Look at what happened and make some really good choices based on that and some decisions and build it stronger and better so that it keeps getting better for you guys every single day.

The one big difference I would say between our platform and anything else that I’ve ever seen in our industry is just because of the success we’ve had so far, we’re able to put a lot of time, energy, money back into the infrastructure and make it better and better and better. So that’s why hopefully you feel safe and comfortable building your business and your platform here with Clickfunnels.

So with that said, I hope that helps you guys. I hope that in your time of trial, as the leader, the entrepreneur, the CEO or whatever it is your role is, that some of these lessons will help you and give you that foundation you need so that you can wave the storms. And that’s about it. With that said, someone’s ringing my doorbell, I’m going to check out who it is. Appreciate you all for listening. Talk to you all soon.

What I learned 10 years ago that still sends tens of thousands of visitors a day to my websites.

On this episode Russell explains how he learned that having affiliates is easier than being a ninja. He also explains why having affiliates can help your business grow faster.

Here are 4 cool things you will learn about in today’s episode:

• How Russell learned about affiliates and how to use them to grow his business.
• Why having a good affiliate program is important.
• Some cool launches that are happening today.
• And what kind of surgery Russell is having today.

So listen below to learn all about the importance of affiliates for Russell’s business and your own, and also hear about some exciting new launches happening today!

---Transcript---

Good morning everyone, this is Russell Brunson. I almost just got in a wreck, but because I survived I thought I’d jump on here real quick and hang out with you guys today on Marketing In Your Car. Hey everyone, good morning. I’m feeling horrible right now. We’ve got a lot of fun stuff happening. I don’t know if I mentioned on the podcast or somewhere, but we’re building out some sales funnels for Marcus Lemonis, so I had Wynter Jones, one of my favorite people and an amazing designer, I had him fly out to Boise this week to work on it. So we’ve been working funnel hacking out hours, so every night we get home at 1 or 2 in the morning. Today it’s Wednesday, so it’s been two nights in a row of super late nights.

This morning I have Frenectomy surgery. I think that’s what it’s called. This little thing in my mouth that I have to get snipped and I really am not looking forward to it, in fact I’ve been postponing it now for a year and a half.  And today is the day of reckoning. I’ve got no choice, I’ve gotta do it. I think I had 4 hours of sleep last night, now I’m headed to the dentist, to go get my mouth chopped up. I was half asleep driving, and all the sudden traffic stopped and I was still going so I had to skid on my breaks, and then I thought hey if I survived that, I should definitely jump on with my friends and talk about something cool. So that’s what’s happening today. I hope you guys are having a good time.

We are working really hard on launching the new Clickfunnels affiliate center, which I’m really excited about. I remember when I first got started in this business, and I don’t know about you guys, but when I got started I was observing everybody doing stuff and talking about stuff and I was watching everybody making money and I didn’t know how to do it. I was so sold on the fact that it was happening and I was just amazed by what everyone was doing. I had been creating some little products; I was selling stuff here and there and doing all sorts of things. And I remember back in the day there was a forum, it used to be awesome, it’s super lame now, but it’s called the Warrior Forum. Back then all the best marketers in the world would hang out there all day and talk marketing strategy which is cool. You go there now and it’s this horrible place with a bunch of people that don’t know what they’re talking about complaining about things, so it’s no longer awesome. But there was a day and time when it was awesome.

So I’m hanging out in the warrior forum and there’s all these people talking and sharing and giving and it was so cool. I remember this one post this dude wrote, the question was, “What’s your favorite way, what’s the best way to get traffic?” and I was trying to learn how to do traffic at the time, this is pre-Facebook so that wasn’t even an option. It was just Google and SEO and all the different things, so I saw that question and I was like, oh man, this is going to be awesome. I’m going to hear all these legends and these giants and these marketers discuss the best way to get traffic and I’ll just figure out what the best one is and build on that. That was my thought when I saw the post.

I start reading it and one guy’s like, “Google PPC is the best because blah.” The next guy was like, “SEO the best because blah.” Then someone’s like, this was back in the day and there was this thing called cloaking, “Cloaking is the best.” “Safelist.” I’m trying to think of what back then was cool, there’s all sorts of stuff. Anyway, everyone’s posting their ideas and trying to justify why what they did was the best. So I’m going through all these things and then all the sudden there was this dude, his name was Allen Sais. He was the guy who owned the Warrior Forum, and he didn’t post a lot, but when he did, he would silently walk in, drop a bomb of gold and walk back out. That’s totally what happened with this. All these people giving their explanation of these things, and he came in and dropped on sentence. All he said was, “I rely on my own network of affiliates.” Boom. Mic drop. Bomb exploded.

And I read that and I was like, “What?” At first it didn’t make sense to me. I read it and I read it again and kept reading it. And I knew that Allen was probably one of the better marketers, one of the more rich guys in that forum, and I was thinking of that and I was like, “There’s something to this. I gotta figure this out.” My brain was thinking, “I could learn PPC like that guy said, but what if I had 5 or 6 affiliates who are really good at PPC and they just did that. And I give them a percentage of the money, but they just did it and I don’t have to learn that. Maybe I’m not as good as one guy, but if I had 5 people doing it, or 10 people, who knows? What about SEO, I could do SEO or what if I find people who are already amazing at SEO and they become affiliates of mine.” Now instead of me doing SEO I’ve got 10, 20, 30 people doing SEO for me. What if instead of building a list, I found other people who have lists? And I realized that there was this power and this leverage of having affiliates, because I can build lists of a million people, which is awesome. But if I had 30 people each with lists of a million people, it’s so much more powerful. I could even rank number one on Google for my number one keyword, but what if I had 20 people all ranked. And I started thinking that, and that’s gotta be my focus, is less on me becoming a  ninja at any one traffic source, and more of me building a really good affiliate program and attracting people that already have those things. People who are already doing those things and are already amazing at those things. That was kind of the thought process.

So back then, man this back 10-12 years ago, I launched my first affiliate program. And that became my focus. We trained affiliates and had an affiliate center and we had all sorts of things and that was my focus and because of that, my companies grew dramatically. During that time I became good at these other things, I learned how to drive traffic, I learned how to do stuff so I was able to do that. But we made 90% of our income from affiliates, and I think it’s really powerful.

With Clickfunnels when we launched it, we drove a lot of our traffic, but we had a lot of affiliates and that’s how we grew so quickly, is leveraging my network with affiliates I’ve been building up over the last ten years. But even with that, we’ve never had a good affiliate center. We’ve never done a lot of the core things we used to do back in the day to build and promote our affiliate program. We just haven’t ever done that. So that’s one of the big focuses, while Wynter’s been designing Marcus’ funnels, me and Dave Woodward, who runs the Clickfunnels affiliate program, have been focusing on building out an affiliate center and having new offers and just creating a bunch of cool things that will get people the ability to win cars from us and to make money, and all the other cool things we’re doing inside our affiliate program. So that’s what we’re working on and I think today, unless we had a couple little hiccups along the way, so unless something crazy happens, we’ll be launching the Clickfunnels affiliate program. We’re also going to be launching Funnel University. Which I think I mentioned 3 or 4 times in the last month or two that we were going to launch Funnel University, but we just had some external things that I don’t even want to talk about, because it makes me so mad why we haven’t been able to launch it.

Today should be the day unless there’s something crazy that comes up, we had one last hiccup happen last night at 2 in the morning, so we were trying to get that cleaned up, and then we should be ready to rock and roll. So those of you guys who have been paying attention and watching, we should have Funnel University live today, which is exciting. You should all buy it because it’s going to be amazing. I’m really proud of it. The content is second to none. So that’s really cool. So the content’s amazing and then…..my brain’s blanking out. Oh the software. There’s 3 software tools and they’re just insane. We’ve got a survey generator, a video image uploader, and a Webinar Chat app which are awesome tools. Anyway, there’s so much cool stuff.

The sales funnel we’re using to sell, I’m really proud. We put a lot of time and energy and thought in that one, so it’ll be fun to finally let the world see that, which is cool. What else, what else? And then the Affiliate Center. The new Clickfunnels affiliate center is going live too. Anyway, I’m excited. If you’re spying on me you should be able to see some of those things. The biggest message I wanted to share with you guys today is just that that’s where my focus is at. Is building our network of affiliates and I hope that that resonates with you guys. It comes back to all the stuff we talked about, dream 100, creating cool affiliate programs, and then there’s so much stuff that goes into it, but it is the key. So I hope all you guys focus on that in your businesses. I hope that little piece gives you guys the same aha that I had all those years ago when I heard Allen Sais say it the very first time. That’s it for today you guys. I’m at the dentist, I’m about to walk in there and get my mouth chopped open. I’m freaking out, but hopefully it will be good. Talk to you guys soon. Bye.

My strange encounter at the grocery store at 10:30 at night, and what that has to do with you getting more traffic into your funnels.

On today’s episode Russell talks about being recognized twice in one day while out running errands in his home town and why that makes him nervous. He also talks about the next steps he will be taking to go from $30 million a year in revenue to $100 million a year.

Here are some interesting things you’ll hear in this episode:

• Find out the two places where Russell was recognized and how he reacted.
• See what moves Russell is making to grow his business and why that may lead to him being recognized more often.
• And find out how Russell plans to dominate every social media platform.

So listen below to find out why Russell needs to get used to being recognized while he’s in public.

---Transcript---

What’s up everybody, this is Russell. Welcome to Marketing In Your Car. It’s actually, I’m not sure what time it is for you but it’s late night for me. I’m coming home from the grocery store. And I’ve had something interesting happen to me  twice today. I’m excited to talk about this because I’m not sure what to do with it and maybe you guys can help me. It also ties into my other, it’s a negative weight against the goals I’m going after. You guys are my therapy session for tonight. I hope that’s alright.

Okay, so the first thing is. It’s been spring break and my kids and wife and I have been having tons of fun doing stuff. We decided to get them some of those watches, have you seen those watches where you can, they can text me and I can text them, they can call me? When kids are gone, you always know where they’re at. There’s GPS on it, so any given time you know where your kids are at. You can call them, you can text them. It’s pretty awesome.

So we went and bought some of those, but they didn’t show up until today. Today we went to go get them from the store. We’re in there getting them all pre programmed, everything working and then I’m sitting there. And what’s funny is my wife, she has something happening this morning, so she got dressed up, she looked gorgeous. But me and the kids, the kids were all in their jammies, I was in my sweats. My hair’s all over the place and I’m just like, I told my wife, “I’m so sorry. We’re going to embarrass you going out today, but I don’t want to get ready.” So she looked gorgeous and we all looked like, we just got out of bed, because we kind of did.

So we’re at the store getting everything put together, but it doesn’t matter because I’m at the Verizon store, so who really cares. So I get stuff all checked out and all the sudden one of the workers there says, “Russell Brunson.” I’m like, “Yeah?” I assumed he was reading something off of whatever. He’s like, “How did you build such a big following?” I just froze. I didn’t even know what to say. I’m like, “Um…a lot of hard work.” And he’s like, “Didn’t you just write a book or something?” and I’m like, “Yeah, I wrote a book and I have another book coming out next month.” I didn’t know what to say. It was the most awkward thing. I was like, you know that scene in Dumb and Dumber where he comes out and says, “Hey Big Gulps huh. Alright, well….See you guys later.” That’s what it felt like.

I didn’t know what to say, I was so out of my element. It was just awkward. I felt bad because I was like, a horrible host or I don’t know what exactly it’s called. It was just kind of, I felt bad. And when I got in the car with my wife she’s like, “Why didn’t you talk to him more.” I’m like, “I don’t know. I could’ve, I should’ve.” It totally just caught me off guard. I didn’t know what to say. I felt bad, I hope that……I always want to be nice to people. I’m sure he’s like, “That Russell dude is weird. He seems really nice on his podcast and stuff, but he’s weird in real life.”

And then tonight, so it’s like, 10:30 at night and I’m at the grocery store listening to podcasts, I’m in my, once again, my sweats. I’m walking around getting stuff, doing my thing, listening to podcasts, having a good time, taking my sweet time at the grocery store because it’s kind of fun on late nights and no one’s around. I’m doing that and start checking out, so I take my headphones out because in case this cash register person wants to talk to me. I’m putting stuff on the belt thing and as I’m doing that, all the sudden I look back and there’s a guy standing behind me. He’s like, “Hey, is there a Ferrari in the parking lot?” I was like, “I don’t know, maybe.”

Then someone grabbed him, “The lane over here is open.” And he left. I was like, Okay, that guys must, I assume he knows who I am. Because I used to have a Ferrari, it was kind of awkward. It was kind of like, once again I was like, I didn’t know what to say.  “Maybe….ugh.” I’m sure I sounded so stupid.

It’s funny because in the past no one ever knew who I was, which is nice. In fact, in Boise I never advertized hardly here because I didn’t want anyone to know. Because it’s kind of nice to have some normal life. And then it’s been funny, every once in a while, maybe twice in my life, I’ll be in the airport and someone will be like, “Russell Brunson!” and it’s kind of cool because someone recognizes me in the airport, how cool is that? But now it’s happening more often in my own home town. It freaks me out a little bit.

So why does that freak me out. I’m not going to lie, I’m kind of flattered by it, it strokes my significance and I like those kind of things, but it’s also like I don’t want to be on. I still like going home and not being on. I’ve been in the grocery store twice today in my sweats. I don’t like being on so it makes me nervous, I have a lot of fear about that.

It’s funny because this year the book’s coming out and the book is like mass market. I think it’s going to do well, hopefully. And we’re going to try to do an infomercial with it and if we do that it’s going to be on TV, we’re doing radio ads, so it’s going to be on the radio. It’s going to be out there. And then Clickfunnels is continuing to grow and there’s a lot of cool stuff happening and I’m trying to get me and the message and all that stuff out there, but then I had this nervousness of the more I’m out there the more people might know who I am, which I guess is okay, but I don’t know. It adds another layer of what makes me nervous and all that kind of stuff.

With that said, I’m going to tell you what was really fun about today. A couple of things, first off, it’s general conference. So for the Mormons out there, you know what it is. For those who aren’t, twice a year we have what we call General Conference, it’s two days. Saturday and Sunday where basically the leaders of our church, the prophet, the 12 apostles, a bunch of people all speak. We get donuts and we sit at home with the TV and watch church on TV with the kids. It’s pretty fun. That was today, Saturday and then tomorrow we have that again.

So after the conference, I went to Best Buy and I bought a blogging camera, I bought some other stuff. And basically I’ve been thinking a lot about this, one of my things I’ve been digging and drilling deep in the Inner Circle members this session has been diversity. I’ve been around now for 14 years, and I know, I remember what happened when I got slapped by Google, a lot of times, paid, then free, then free, then free, I got slapped a ton. Facebook got slapped a year and a half ago, and luckily we got through it. Facebooks been really good.

In fact, I feel like we penetrated Facebook. We kind of were all over it. I’m sure that if you ever have been on one of my pages, you see my face every day and I apologize I’m not better looking because you have to see my ads all the time. But we’re pretty much dominating Facebook, we’re everywhere. It’s fun and we’re having great success with it and it’ll continue to grow. But we’re doing really, really well there. But I hate putting all my eggs in Zuckerburg’s basket. So we do a lot of other stuff. Like Dream 100 and we have partners, so we’re growing there. But I’m also looking at what are the other core platforms, because we’re not doing great in the other platforms and I want to go deep into each of them.

I tried Snapchat for a little bit, I was pretty consistent with it too, but we just can’t. …Snapchat is hard to grow. I think I’m moving off Snapchat, so I’ve decided to give up on that platform. But I’m really excited about Instagram. Instagram is cool because it’s actually better than Snapchat, plus, easier to grow an audience. I started doing Instagram whatever it’s called, Instagram lives this week. And I already get more viewers on Instagram live than I did on Snapchat. I’m like, crap I should’ve been doing this for the last year.

So that’s been kind of a cool thing. So I had a chance to meet a dude who’s the number one guy in my industry in Instagram. He’s got a huge 3 million person following. So I’m friends with him and we’re paying him to help us grow ours and promote us. So I’m trying to go deep into that channel. So I want to just, again, it’s all diversity in platforms and channel and people. So I’m trying to go really deep into Instagram. Then my next big play is Youtube. We’ve never had an awesome YouTube and I want to own it.

So we’re launching, some of you may know if you’ve been listening to the podcast, Funnel Hacker TV, which is going to be all on YouTube, obviously on Facebook and other places, but I want to force the audience to go to YouTube to consume and grow it. So we have a lot of cool stuff happening in YouTube right now, but it’s just not growing that big. But I think Funnel Hacker TV will be because it’s actually a TV show that’s going to be awesome.

But then with that I want to, we have 10 episodes that we’ve recorded that are being edited and are mostly done. When the book launch ends, so are we six weeks away, well book launch is two weeks away, so six weeks away from launching Funnel Hacker TV. Funnel Hacker TV episode one will launch as soon as the book launch is over. And then basically once a week one will be coming out. So those will be really cool. But to stimulate those, because those take a lot of energy and effort to do it. I’m starting a Funnel Hacker TV behind the scenes, which is basically going to be me doing a daily vlog. Casey Neistat style. Yes, I have been watching a lot of Casey Neistat, I’ve been geeking out on him, he’s really cool and I like him a lot and I like what he’s doing. I may be trying to get him to speak at Funnel Hacking Live, which would be cool. So lately I’ve been watching him and I was like, “I want to do that.”

He’s awesome, he has all his own camera’s, videos himself, and edits it all and I don’t have any skills like that. So I found a guy in our community who is posting in our Facebook group. We have like 50 people asking to help edit videos, but there’s one guy that for some reason I really just liked him a lot. So he’s doing the first test when we’re starting next week. Basically I’m going to be video blogging this whole behind the scenes thing and then each day he’s going to take all the footage and dump it all in a drop box the next day and take it and try to make a video blog, Casey Neistat style, and it’s going to be living on YouTube and that’ll be kind of its home. It’ll be what, I don’t know if it’s the right word, but it’s going to help boister up the funnel hacking show. My goal is to go deep into YouTube and dominate and to own it and just figure that out.

So we’re going to be hiring all the best YouTube people in the world to get to understand it and know and spending a lot of money and energy and effort. So we can dominate that platform so that it’s a big platform as we have on Facebook. We’ll have the same thing on Youtube, the same thing on Instagram. Just keep going to the core of the platforms that our people are at. Same thing I want to master TV, I want to master radio and potentially direct my own magazines too.

So if you look at me, that’s my, in fact, I wish all you guys were in Inner Circle, if you were all in my Inner Circle, this would be so much easier, I could show you all how to step deeper. But at Inner Circle meeting I was showing people, my first 8 or 9 years of my business was all about creating offers and we’d jump from offer to offer to offer. We got stuck at 3 million bucks a year. And then as we figured out which offer was our best, which was Clickfunnels, then we shifted into instead of creating a bunch of offers, we kept one offer but then we created, I used my creativity on different front end offers to get people into Clickfunnels. My webinar, my books, all these things are creative things we’ve created to get people into the one thing we’re trying to sell, which is Clickfunnelsl.

So there’s little nuances, when I go from zero to 3 million dollars, I got stuck there for 5 or 6 years we couldn’t break past that. I was focusing my creativity on lots of new offers. When I shifted my creativity from instead of creating a bunch of offers to how can I sell more people into one offer? That’s when I went from 3 million to 30 million. And my goal to go from 30 to100, shift my creativity from different offers to mastering traffic. So my creativity is going to be focusing for the next year to two years on traffic. Does that make sense?

So in my early life it was like every month we’re launching Neurocel is our supplement. Our thing in the weight loss market, Body Evolution. Then we’ve got the thing with dating market. Then we got this thing in the couponing market, and every month was rolling out our new offer. Again, that’s where we got stuck at that level. And then when we focused everything on one offer, Clickfunnels, first it was the webinar, promote that. If you listen to the podcast, every single week for an entire year, nothing but the podcast, then we added the book funnel in there. Excuse me, the webinar and the book funnel both pushing into that. Now I got the next book, the perfect webinar script, a bunch of front ends that all lead to the thing that’s all we’re really focusing on selling, Clickfunnels.

When we focus on one singular thing, it went from 3 to 30, then we go from 30 to 100, I think we’ve got enough front end offers, I don’t want to create anything new. I just want to focus on creativity within traffic. What are all the ways we can get traffic into it? So it’s mastering all these other platforms and getting creative and figure out how we can be the best in Instagram, the best on TV, the best… and really spending the effort and energy to do that, and that’s really how we’ll scale to the next level.

So anyway, as I was showing the Inner Circle members, this is a million dollars businesses, creating different offers figuring out what people like. You go from a million to 10, to 20 it’s like, now you figured out what people like. Now focus on things, front end funnels to get people into that offer and then going from 10 million to 100 million is now focusing on creativity in the traffic.

So for me it’s like that. But the thing that sucks though is for me to go and do that and get them more traffic, what do I gotta do? I gotta put my face out there and then what happens? Its 10:30 at night and people are asking me if I have a Ferrari while I’m checking out at the grocery store. That’s my fear. So there’s the conundrum. But it’s all good problems to have.

Anyway, I just more wanted to catch up with you guys because that was funny. But a lot of times we have a goal that’s pushing us one direction, but then we’ve got our fear of something else pulling us the other way and it keeps us in the middle, and I just don’t want that to happen to me. I thought if I confessed it on a live podcast, I guess it’s live right now but it’s not live when you listen to it. If I confessed it on the Marketing In Your Car podcast then I gotta forsake it. I don’t know. I don’t know how that all works.

Alright guys, I’m done. Take the groceries in and get to bed. We’ve got a long day tomorrow watching conference in our jammies, eating donuts. It’s going to be amazing. Then Monday is when I have to repent of my sins. Monday I’m doing a week long juice fast because I’ve eaten enough carbs in the last 48 hours to basically be all next week and the week on. So I’m going to jump back into normal life mode. Plus I’m going to be vlogging, which is fun.  One of the cool things about vlogging, is that it makes my life not boring.

Which is what is kind of fun about Snapchat or Instagram. It forced you to realize if your life is boring or not. It’s documenting all these things throughout the day. And if I don’t do anything, it’s going to be a really boring show. The next four days is actually insane. I may or may not have purchased a full custom fit batman suit that may or may not have showed up yesterday. So that’s going to be on episode number one. Because I gotta open it, reaveal and show JV videos behind it and a bunch of other stuff. That’s insanely cool.

Then we’ve got a whole bunch of other things. Anyway, you have to watch episode one, if and when it ever gets done. So anyway, that’s the plan, but it’s going to be fun. So I will share you guys a journey of what we’re doing to dominate all the platforms and if you were at Funnel Hacking Live, we sold a course called Fill Your Funnel that will eventually be at Fillyourfunnel.com, but the live training actually starts on Monday, which is kind of cool. But we’re taking people through this journey with us over the next year, how do we scale traffic. It’s going to be kind of fun. So we’ll probably open up registration for it in a couple of weeks, if you guys are interested. Go to fillyourfunnel.com get on a waiting list and you can get your funnel filled with prospects who want to give you money. That is my focus at least for the next 12 months and probably on.

With that said, appreciate you all, have a nice day. Have a nice night and we’ll talk to you guys soon. Bye everybody.

Behind the scenes on what I’m recording today.

On this episode Russell talks about the new survey element now available for free on Clickfunnels. He also shares his plans for what his team is calling Superfunnels.

Here are some of the interesting things in this episode:

• Find out what Superfunnels is and what it will do.
• How Superfunnels will be able to sort new members by their market.
• And hear about the cool new survey element within Clickfunnels, which is free.

So listen below if you want to know how Superfunnels is going to work and what it will do for you.

---Transcript---

Good morning everybody. Welcome to Marketing In Your Car. I’m heading out and I don’t know about you, but I’m kind of tired. It’s funny, people always ask me, “Russell, how do you stay so positive all the time? How do you keep moving? How do you get so much stuff done?” and the honest truth is sometimes I’m tired and sometimes I don’t want to move forward. Sometimes I wish I didn’t have to get stuff done. But I do anyway. So I don’t know. There’s your personal development lesson for toward. Just keep moving forward.

There’s a really cool cartoon called Meet The Robinsons, it’s one of my favorites. When my kids were younger, the twins were younger, we used to watch it every day. But the whole message in it is “Keep moving forward. Keep moving forward.” That’s how it is.

Today I’m a little later than normal, it took me a little longer, but I’m done. I’m moving forward, and I actually am excited for today. This is why, last summer, it’s been a long time, we decided that we needed to figure out who was using Clickfunnels and speak to them differently. Because right now we kind of have one message that we shove down everyone’s throat, which has worked but I know there’s a lot of people who haven’t bought or been alienated or whatever because they’re like, “How does Clickfunnels work for me?”

So we messaged a guy on Ryan Levesque’s team. We’ve nicknamed him Survey Steve, he’s awesome. So we had him do a deep dive survey, which if you know much about me, it’s hard for me to go deep on things. Deep dive survey is so stressful for me. I always run really simple ask campaigns. “What’s your number one question about blank?” and that’s it. Whereas Survey Steve, he wanted to go intense and run the ones that Ryan talks about in his book. I was like, “Sweet man.”

So we paid him and ran this intense, crazy thing and came back with all sorts of awesome, juicy data and we were really excited. We were going to try to get this huge new, we’re calling it Superfunnel inside of our office. That’s the code name. The code name is Superfunnel. We were trying to get it done before the Marcus Lemonis thing, then we didn’t. So I kind of put in on the backburner because I have a few things going on in my life, if you haven’t noticed.

So Superfunnel’s been on pause, but it’s in the back of my mind. This is what we have to do. The book launch is coming up in about six weeks and I know that Superfunnel’s got to be done by book launch because people, we’ll get a whole new herd of people coming into Clickfunnels. At that time we just want to make sure this new Superfunnel is done.

So what is aSsuperfunnel. Basically the results from Survey Steve, was we had basically five different, well I think there were seven, but we were able to combine a couple, because they made a lot of sense, but into five markets in Clickfunnels. Each of those markets uses it differently and we needed to speak to those guys differently. And as you know last week we launched the new survey element inside of Clickfunnels, which is the most ninja, amazing thing on planet earth. If you haven’t used it yet, we haven’t talked about it a ton yet, because we’re just letting people use it first and then we’ll start bragging about it in a week or two, but it’s legitimately amazing.

So we’re using that. When the Superfunnels is done you go to Clickfunnels.com, there’ll be a video of me basically saying, “Hey, this is Russell. Welcome to Clickfunnels.” I’ll say something about, “you’ve probably heard about funnels, that’s why you’re here. You’re probably wondering if a funnel is right for me, if so which funnel should I use. Well I don’t know the answer yet either. There’s hundreds of potential funnels. But if you take this quick quiz down below, we’ll find out what funnel is right for you.”

And then I’ll have a training video show you exactly the funnel, how to use it in your business. So they take this survey, click the button, it pops up, the survey element goes through, they take the survey and we identify which of the five markets they are. And then there’s a video. Basically for each of the five submarkets, we’ve found three core funnels that would work out best for them. There’s going to be a video that I’m recording today, of me showing, “If you’re an author, speaker or whatever, these are the funnels I would use, here’s how they work.” Boom, we make a special offer.

“Oh, you’re in retail. These are the funnels I’d use. Here’s your special offer.” “Oh, you’re a ecommerce, here’s the funnels I’d use, here’s your special offer.” And kind of go through them, boom, boom, boom.  Thing by thing.

Anyway, that’s kind of the plan. Somebody just pulled in behind me, but awkwardly blocking me, so I couldn’t back out now. Anyway, if I get shot I’ll tell you to….if something weird happens. We had someone the other day……This lady is literally taking a picture of our office, she’s probably listening to the podcast right now. You can come say hi if you want.

We had someone the other day Facebook live outside the office like, “I’m outside Clickfunnels headquarters.” It’s kind of funny for us to see people excited about our office. Anyway, that’s happening today. So hopefully soon you guys will see Superfunnel, and we call it Superfunnel because it’s not just a survey and five videos, that’s the beginning. There’s a survey and five videos and based on that there’s five different follow-up funnels, there’s five different…..a whole bunch of stuff on the back end. It’s pretty awesome, but that’s kind of what’s happening.

Anyway, I’m getting these done today and then what’s fun, if I get these done today then next week I can spend time actually building funnels, which I haven’t done in a while. I’m so excited. So excited. Anyway, that’s all I got you guys. I’m going to bounce and let you guys go. Think about that in your market, I recommend and encourage you guys to play with the survey element inside of Clickfunnels, it’s free you just gotta go and use the version 2 editor. Click on survey and it’ll work. It’s intense.

It does as much, if not more, than a lot of the software products out there charging two or three hundred bucks a month. You get it for free. Is it okay if we over deliver? Are you guys okay if we over deliver? I just want to make sure you guys are okay with that, if not I can quit, we can quit making features and doing awesome stuff. Alright, thanks you guys. Talk to you soon.

The Epiphany Bridge, State Control, Kinda Like Bridges

Today’s episode is part 1 of a 3 part series of Russell speaking at a $100k event where he taught about the psychology of funnels.

Here are some of the things you will hear in part 1:

• How if you have something you are geeking out over or passionate about, it is the perfect thing to sell others on.
• How the epiphany bridge works including how to get your audience to have the same epiphany you had in order to get them to buy into you.
• And how to tell a story to make your audience feel how you felt.

So listen below to hear the first part of Russell’s presentation about the epiphany bridge.

---Transcript---

Speaker 1:           How many of you have this thing called a website? Okay.

Speaker 2:           What’s that?

Speaker 1:           Now, yeah it’s this thing on this thing called the internet, that came out a couple decades ago. I look at anything online as real estate. Back in my direct mail days, when there was no internet, I always loved the line, “The difference between a one dollar bill and a hundred dollar bill is the message on the paper.” Same paper, same ink, different message. One change in the message could make that same piece of paper worth a hundred times more. The same thing goes with any of the virtual space. It’s what you say, how you say it, how you compel people. Someone that actually knows how to print virtual money, would be Russell Brunson, and he has a whole process and a whole company and a whole software that can do this for you, and so he’s going to take you through something that I’m sure could be potentially worth millions, if not tens of millions of dollars to all of you. Give it up for Mr. Russell Brunson.

Russell Brunson:               Well, I’m excited to be here. Excited to share some cool stuff. I didn’t do my presentation until last night, cause I wanted to see what you guys, what I think would be the most help for everyone. That’s kind of where I came up with some handouts. Do you guys all have these?

Okay, so what I want to do is, I’m not going to show you guys anything about click funnels, cause that doesn’t matter. I want to bridge some gaps, hopefully help you guys understand the psychology of funnels, cause if you understand that, then everything else becomes easier. I think that’s the most essential part for us as the entrepreneurs in the business, to really understand. Hopefully this will kind of bridge some of the things from the copywriting and other things we’ve been talking about.

Okay, a couple things. Craig yesterday was talking about Maslov’s hierarchy of needs, which was like, I was totally geeking out and loving it. I look at things very similar. I just flip it on the side kind of. I want to kind of reshow this, cause it’ll help my next thing I’m going to explain make more sense. I look at the world where there’s like, there’s cold traffic, there’s warm traffic and then there’s hot traffic, right? I got the picture there in my little handouts. If you’ve ever read my book, Dot Com Secrets, I sketch out everything I do, cause I’m a visual person, so this is the sketch.

I learned this originally from Jean Schwartz. He talked about, if you look at any market, there’s this awareness, this cycle of awareness, right? Where we hear people are unaware of what’s happening. After they’re unaware, eventually they become problem aware. From problem, they become solution aware. From solution, they become product aware. Then they’re most aware. Just kind of noticing, the peoples companies here who are doing well, but not where they want to be, it’s almost … The biggest thing I see everyone doing, is that you’ve become masters at selling here. This is the warm market, right? You become really good at that, but to scale, you’ve got to step back. You’ve got to come back to here. This is like your existing audience, who loves you. This is like Facebook, they love the market, but they don’t understand you. This is like the cold, hard masses and in my mind, the only way to drill past 10 million or so … I think most businesses can be really successful here, you have to master this to get to about 10 and beyond 10, you’ve got to become a master of this.

This is like, how do you create your offer in a way that it goes to the masses, which is very similar to what Craig was talking about. That’s kind of how I look at things, and it kind of leads me to the first important thing I want to talk about here. It’s called the Epiphany Bridge. Anybody here ever done network marketing?

Speaker 1:           We’re very [inaudible 00:07:36]

Russell Brunson:               [inaudible 00:07:36], they’ve done network marketing. Okay, so I’m going to grab something real quick, cause it’ll help illustrate this. I have a buddy who started a network marketing company and he wanted me to join in and to market. I said no a million times, but eventually he sent me some of the product. I loved it, it was really, really good. This is a company called Prove It. Anybody here ever heard of Prove It? No one here? Okay. If you’ve studied Dave Ashbury’s stuff about high fat diet, skinnier body [inaudible 00:08:03], this is the product they made. You drink it, outs your body immediately in ketosis. Tastes like candy, and it’s awesome.

I helped them write a pitch and wrote this pitch for them. They took it out and in the first six months, the company had $20 million dollars this pitch. This year’ll be over a hundred million dollars, and it’s just growing like crazy, because of the pitch. Now, I want to explain. After the pitch, they wanted me to come out to the leadership team and explain to these network marketers how to use this [inaudible 00:08:30] that I created for them, right? I’m like, I love network marketers, but I’m also scared to death of them, cause they’re like … They just pounce on you. You know, that feeling where you’re just like, I was getting pounced by everyone. I come in this room, and I walk in, it’s this room, probably about three times as many people as this, and they want me to show them how to use this new message to sell more stuff.

I’m looking out in the audience, and I’m trying to think, “What am I going to talk about to these guys. They don’t understand funnels or marketing. They’re a bunch of people who are selling stuff. As I’m looking out at this audience, of these network marketers, and prior to me coming in the room, I was watching them as they were pouncing on hotel employees and other people, and I had this thing just popped in to my head. I want to share this, cause it’s the key now to everything we do. This is a typical person, right? I’m going to make fun of network marketers, but this is you, right? In your business. We were born, we went to school, things were going well, and all of a sudden, something happened in your life that got you excited about what you’re excited about, right? Dean probably, initially he sold a car and was like, “Holy crap. I can sell cars and make money.” Right? Then he sold a house.

Every one of you guys, something happened. You were just normal humans. Something happened and all of a sudden, you had an epiphany, where you were like, “Holy crap, real estate’s the greatest thing in the world. Holy crap, financial stuff.” Something happened, where you had this big epiphany, and it changed your whole life, right? Do you guys all remember that moment, when it happened for you? He got his epiphany and then he went over here and then all of a sudden, the worst thing possible happened. You started like, “This is the coolest thing in the world.” You start geeking out on it, right? I’ll draw this dude with glasses. You start geeking out, and you’re like, “Oh this is so cool.” You start studying, and you just start doing the research, and you start going deep. I was looking at these network marketers, and I was like, “This product …”

I was watching these guys in the hallway and people walking by, and they’re pouncing on people, and they’re like, “Dude, you’ve got to quit burning glucose. That’s why you’re so fat. You got to switch your fuel from glucose to ketones. If you do that, you won’t be fat anymore.” It’s like, “Man, if you had beta hydroxy blueberry salt in your drinks and in your coffee …” All this stuff. I’m watching this, right? What happens is we come in to this world, we get excited, and we start geeking out, and the worst thing possible happens to us. We learn this thing we call techno babble. In every one of your businesses, you’ve got a crap ton of techno babble, right? IT’s these words that you use to describe things.

What happens is, you meet this prospect, and they’re so cool, and you grab them, and you’re like, “Okay, this is my prospect. I’ve got my shot at him.” You’re about to, like, “I’m going to tell him everything I know, and they’re going to buy my crap, and it’s going to be amazing.” Then it’s “blugh,” and you spew out all this techno babble on the person, right? I’m watching these network marketers just spew out this stuff out at people and they’re freaking out and they run away. For most of your businesses, how many of you guys know that you use techno babble? There’s words for your industry that you use, that you shouldn’t probably be using, okay? The reason why … What happens, this warm market understands your techno babble. They’re excited and they’ll buy your crap over and over and over and over again. Okay? Everybody else? They haven’t geeked out yet.

They key, this is what I found, the key for me to sell anything, is I have to stop this right here. I’ve got to cross out techno babble and I’ve got to stop this, cause this is what kills sales. I’ve got to figure out what was it that gave me the experience that caused me to go on this journey? If I can figure out what gave me this epiphany, and if I can give somebody else that epiphany, I do not have to sell them anything, ever. They’ll have that epiphany in their mind and they’re going to geek out and then they will cause a revolution. They will go so crazy on it. I’ve got to step back here.

When I was talking to this network marketing group, and the pitch I wrote … I was telling Craig this yesterday. I got equity for the company for writing a pitch. It took me less than an hour to write the entire thing. The reason why, the [inaudible 00:12:11] wrote this pitch he sent to me, it was like the worst thing ever. I was dry heaving in my mouth, like “Ugh, that was such a bad …” It was all this. Thousands of pounds of techno babble, just spewing forth and I couldn’t even read the whole thing. I was like, “This is so bad.” He’s a friend, it was like two o’clock in the morning, I was sitting in bed. I was like, “I know he’s going to call me, wanting me to critique it and give him feedback, but it just sucks, the whole thing.” I just deleted the whole thing and I was like, “I’m just going to rewrite this for him.”

The first thing I did, is I was like … Cause I believe in this product. I believe in the concept. I was like, “This is really, really cool.” I was like, “What was it that gave me the epiphany, that got me excited? Why do I drink this crap every day now? What was it that gave me that epiphany?” I was thinking back and it took me a while to realize. I was thinking like, “When was it? Some time in my life, something happened where I was sold on that.” Then I was going back here, and all of a sudden, I remembered. I remembered the moment that I had the epiphany. I was at a seminar. I went out to eat with my buddy, his name’s Aaron Lily. Do you guys ever remember in Skymall Magazine, the cream that they would sell that you put on your mole and your mole would fall off? Have you ever seen that? He’s the inventor of that.

I’m out to dinner with the guy. Super cool, doing insane amounts of money with that business. We sit down to eat and he’s super ripped and healthy and everything and he … I order this amazing dinner, and he’s ordering chicken with a side of butter. I thought it was weird. Then he’s eating it, and he’s dipping his chicken in butter and eating it and I’m like, “Dude, you are a freak. What’s wrong?” He was like, “Oh, it’s this whole thing.” All of a sudden, he started giving me techno babble and so I started making fun of him more, cause it just that gave me fuel for my teasing, right? I’m making fun of him and he’s like, “No, no,” He said, “Okay, let me explain it like this.” He’s like, “Your body … ” Wow.

“Your body’s kind of like a campfire, right?” He said, “If you think about it, you have a campfire, you feed it kindling, right? You throw a bunch of kindling on it, what happens?” I was like, “It burns really fast, then it goes away.” He’s like, “Okay, cool. That’s like carbs. That’s why you wake up in the morning, you eat Cheerios and you get like Ahh and then like 10 minutes later, you’re starving. Your kids have ADD and they’re bouncing off the walls, cause it’s carbs. You just keep putting more carbs in, your body gets more hungry. That’s how that world works.”

I was like, “Okay, cool.” He’s like, “Proteins are kind of like getting a log and you throw a log on the fire and it’ll burn a little bit longer, but same thing. It burns up and then it eventually goes away.” He’s like, “Fats are like coal. It’s like throwing coal on. It’s harder to get the fats to catch on fire, but once they’re on fire, they burn warm and hard and dark. That’s the best energy source, cause as soon as they’re lit up, they’ll burn all through the night.” He said, “That’s like eating fat. If you can transition your body from needing carbs and proteins, to processing fat, then you’ve got this amazing thing where you lose weight, you feel more energy and everything.”

I was like, “Oh, so that’s why you’re dipping your chicken in butter. I get it.” It made sense to me, right? [inaudible 00:14:48] this pitch, I just wrote a little, it’s a three minute explainer video, about a dude and a campfire. I tell my epiphany and why it’s important to be in ketosis and how this product puts you in ketosis instantly and that was the pitch. Three minute video, took the company from zero to a hundred million dollars in 18 months. It’s because I figured that out, cause that speaks to everyone. I’m not dropping techno babble and all this other stuff. Does that make sense?

The biggest thing that I think I can share with all you guys, is this. Is figuring out how to get out of this state, cause this is where all you guys are stuck at. I’ve heard you guys talking about your business and you’re always throwing techno babble, assuming that any of us have any idea what you’re talking about and most of the times, I have no idea what any of you guys are talking about. It’s because this is so second nature, so you’re super power, this is what you’re good at and you understand. This is where you lead from. If you get rid of that and figure out this piece, this is the key.

I’m going to share some other things, because I have so much respect for what Craig does. I don’t think anyone’s ever studied him. It’s probably creepy for him to know how much I watch  what he does, cause I have so much respect. What he does is like a sniper rifle, right? He spends so much time to craft his message, he’s just flawless. When he gets it right, it’s like a sniper rifle and blows up a company. I’m not nearly as skilled as him. What I’ve become a master at is this process, at telling these stories. I watch good copy like his, so I can get good at incorporating it in to my speech patterns. I think I’m kind of like a blend between these two. I’m kind of in the middle there, and I’m doing a lot of stuff to be able to figure out messaging. I’ll kind of show you guys that here in a minute.

This is the best copywriting, I think, is mastering this piece. Mastering the telling of stories, because the process that I’m going to show you guys here, you can do a lot of them, every single day you’re doing them, and you’re finding the ones that work and you’re pushing away the ones that don’t. You can move through things really, really quick. Okay? Any questions about epiphany bridge? One other thing, I had a big realization the other day, as I was kind of going through this. How many of you guys have ever had something amazing happen to you, and you go to tell your friend, like, “This cool thing happened.” You’re telling this whole story and they’re like, “Oh.” You’re like, “No, no, no, no.” You tell it to them again and they’re like, “No, that sounds really cool man.” You’re like, “No, dude. God, you had to be there. If you were there, you would have felt what I felt.” How many of you guys have ever done that before? Right?

That’s the biggest problem we have, is a lot of times when we tell these stories, this is why it’s so important to become good at this, is we just, we suck at telling the story and then they don’t have the epiphany. My job is not to tell them what epiphany they’re supposed to have. My job is to set up an environment and a story that causes them to have this epiphany. When Marcus Lemonis spoke at our last funnel hacking live event, I had a 30 minute window before the event started, where we could sit down and just kind of talk, right? First time I’d ever met him and he gets there and he walks in and he’s got this really confused look on his face.

He’s like, “I thought you guys were a website builder.” I’m like, “Yeah, we are.” He’s like, “Why is everyone so crazy outside?” You come to our events, it’s more like a Tony Robbins event than anything. People are going nuts and going crazy and I was like, “Well, it’s more than that. We’re building a culture of people that love what we do [inaudible 00:17:57]” He’s like, “What’s a funnel?” First thing I do, stupid me, I start trying to explain from here, and he’s like, “All right, so why’s everyone so excited? I don’t get why everyone’s excited. You build websites.” I was like, “Ugh.” All of a sudden I was like, “Okay, I’ve got to tell my story.”

I came back and I told him a story, the story that got me excited about funnels, and I explained that story to him and he was like, “Wait. You’re telling me that these can work for anyone, right?” I’m like, “Yeah.” He’s like, “Well, how would it work for Camping World?” I was like, “Well, this is what I would do.” He’s like, “Okay, well how would this work for Sweet Peas?” I’m like, “I would do this.” “How would this work for …” He starts going through his businesses and after three or four of me telling these stories, he stops and he goes, “Man, every business needs a funnel, right?” It’s like, “Yeah.” He goes, “I got to get you on the show, okay?” I didn’t tell him, “Hey man, Marcus, every business needs a funnel. You should have me on the show.” I took him on a journey, told him a story, then I put it up in the air and let him have the epiphany, right?

That’s the key. I want them to have the epiphany. I don’t want to tell it to them. You get them to that state by telling them about the epiphany you had. A couple things about the story telling process, that I’ve learned that work so good. How many of you guys have ever seen the movie, the X-men movie, where they were little kids, before they became the big X-men? You guys remember that? I can’t remember which one it was. There’s this scene when Magneto before he … He was a little kid and they’re taking him to a Nazi concentration camp and they start taking him in, he’s freaking out and they see the fences start kind of bending and they’re like, “There’s something with this kid. He’s got some magic powers.”

They pull him in this room and it’s this really tiny room, it’s got Magneto sitting here, it’s got the head of the Nazi party there and it’s got Magneto’s mom. She’s sitting there crying, standing there. The Nazi guy is telling him to move this coin, there’s a coin on the desk and little Magneto’s trying to move it and trying to move it and he can’t get the power to do it. He’s trying and he’s trying and he’s trying, nothing’s moving. Then the Nazi guy gets kind of frustrated and looks over, pulls out a gun, shoots his mom in the head, boom and the mom falls dead on the ground. Then you see this scene that’s like so powerful. You see this little kid’s face and you see the pain and the agony. You see his whole body convulse down, like “My mom just died.” Then it transforms from this pain, to this anger and then he comes back up with this just pure anger in his eyes and everything. You see him and he shoves the coin across, he starts crushing all the metal , crushing and everything starts falling around him and he just destroys this whole room. That’s how he found his power, right?

Now, when watching film, you see that, right? Now words were said, but you see all these things that were happening. You see the pain, you see the frustration, you see the anger, you see … Us, as an audience, as we’re watching that, we feel it. [inaudible 00:20:31] I was just explaining it, you kind of felt some of that. You felt that stuff, right? That’s the magic of film. We don’t … Most of us aren’t producing films to sell our stuff, and so we have to do that through our words. Imagine if Magneto came and he’s like, “Yeah, so when I was a kid, I was in a Nazi concentration camp. They wanted me to move a coin and I couldn’t do it, so they killed my mom. I was pissed, so I blew the whole thing up.” You’re like, “All right.” You wouldn’t have had the experience, right? Magneto came and he started talking about how he felt.

When I’m telling my stories, I go in to how I feel. I talk about, “Man, I was sitting there, I was so freaked out because my bills were due and I had this stuff and I had this pain in my stomach and it was almost like a heart attack, but it was lower, and I felt this pressure coming down and I literally felt like someone was sitting on my back. Everything was coming down on my. I looked down at hands and they were sweating, yet I was freezing cold. My whole body was shaking and shivering, because I was in so much pain and frustration, so much fear.” You notice as I’m telling that story, I’m walking you guys through what I’m feeling and you start feeling it your audience starts feeling those things as well, right? My goal, for me telling the story, is I have to get you in the exact same state that I was in when I had the epiphany, or else you will not have that epiphany.

If you look at a good author, I mean you’ll read books where an author will come in to the room and they’ll spend 30 pages explaining the room and the lights and the look and the feel and everything, to set up a scene. Deliver some line, cause they need you to feel that line, but you won’t feel it if they haven’t set it up correctly. If I want you to have this epiphany, I have to get you in the exact same state that I was in when I had it. Okay? Tony Robbins 101, stay in control. I have to control their state and I do that by telling the story in a way to get you to feel what I felt, so that when I explain how I had my epiphany, you have the exact same epiphany. Does that make sense? Is that the coolest thing? I realized that, I was just like, “This is like a whole nother level.” It’s so easy when you start understanding, this is how the pieces work and how they all kind of flow together. Any questions about that at all?

All right, so if you flip over to the next page. In my inner circle group, people always ask me, “Okay, I got that [inaudible 00:22:44]. What’s the process now?” I’m a big … What I do a lot of times, I go through and I look at patterns. I go through and dissect like a hundred sales videos like, “What’s the pattern?” Then I like sketching out patterns, based on that, so I can replicate it over and over again. I started going through all the stories I tell and I was looking at commonalities. Also, we had an event where we hired … Any of you guys know Michael Hauge? Michael Hauge, I write his name down, Michael Hauge, H-A-U-G-E? There’s an audio with him and, I think, Chris Volgler, on Itunes. It’s like a six hour story telling workshop they gave. It’s like the best thing in the world.

Michael Hauge is, he works in Hollywood and he … We had him come to one of our events and he was showing everybody, he was like, “Look at any movie that’s ever been successful from the beginning of time, like Batman, Spider man, Titanic, anything. They all follow the exact same script.” He’s like, “If you look at the screenplay that you get,” He’s like, “On page number three is when the hero does this. On page 13, they always do this. On page 26 … Every movie, it’s exactly the same.” He came and talked, but if you listen to that class, it’s a college class he’s teaching on story telling. It’s insane. In fact, have you guys ever seen the movie Hitch? When Will Smith wrote that movie, it was before him and Michael Hauge were like best friends. Will Smith said, “I was studying Michael Hauge’s stuff and I was writing Hitch, 100% trying to follow the keys that Michael Hauge taught.” Then when it was done, he met Michael Hauge and they became best friends, like super good friends. Now Will Smith, all these guys, Michael’s the dude they go to help map out the screenplay. Super fascinating stuff.

This became, as I started looking at it, the outlines for most of my stories, but also the outlines, very similar to what they teach in Hollywood. It’s kind of interesting, if you go in to it. If you’re looking at how I typically teach things, or how I tell my stories, they all start with the backstory. The big reason why is because it’s this, right? Coming back to here, people see you over here as this guru on the mountain, if you start your presentation from there. They have no faith r trust or hope in you, right? It’s like, “Ugh. That’s Dean. He can get there, but I can’t.” You’ve got to come down the mountain, come back to where they’re at and be like, “Hey man, this is where you’re at. I was here too. Come on, let’s go on a journey. I’m going to take you where we’re going.” You start with the backstory.

The backstory usually leads you to some kind of wall, which typically is the same wall that your audience is in right now, that’s listening to you. Then the first thing you talk about is the external struggle, cause this is what your audience is willing to admit. “Yeah, I needed more money,” or “Yeah, I needed to get in shape.” You talk about, that’s the first struggle. Then the second thing’s, you’ve got to get to the internal struggle, cause this is the only thing that actually matters. This is what Dean was talking about yesterday. Seven why’s. This is how I get to my internal struggle. External, I need more money. I ask five or six or seven why’s. Why, why, why, why, why? That’s the real reason why they care.

In your story, you don’t talk about … You mention the external, cause that’s where they’re at. Then you go in to the internal. You talk about the internal thing that you were struggling with, cause that’s where it gets them. You’re controlling state, right? That’s where you get in to the same state you were in, cause you’re actually talking to them on a level that they don’t ever share. When you’re willing and able to share that, then it causes the empathy you need. From there something happens, you had this epiphany. “Whoa, check out how cool this thing was.” Then, after the epiphany, you’re like, “Here’s the plan, what I’m going to do.” After you have the plan, usually you still freak out like, “Ugh, is it going to work? What if it fails?” We talk about the painted picture of failure. Then we have the call to action, and then, at the end of it, we have the result.

This is kind of an example. I have this on my desk, when I’m doing videos, doing stuff, I just look at this all the time. I make sure I don’t miss pieces of it. I probably tell, I don’t know, 40 or 50 stories a day. If you look at how much we’re publishing stuff, I’m just telling stories all day long, and I want to make sure that I’m following a process. This is there, and this little thing will help, these questions will help walk you through what’s your back story and what did you want? There’s a problem you encounter, how’d you make it feel? What was the external struggle? What was the internal struggle? What was the epiphany you had? What plan did you come up with after the epiphany? What would happen if you failed? How’d you take action? What was the end experience?

Some epiphany bridge stories I tell are a minute to two minutes. Some of them are 30 to 40 minutes. I tell a lot of them. Every one of my presentations … One of the presentations I did, one of the guys on my team was counting things and in a 56 minute presentation, I told like 30 something stories. I’m telling them a lot, consistently, over. If you guys ever watch  my stuff, I can tell story after story after story after story, because that’s what gets people here. If you notice, any time I get to something where I come to some kind of technical thing, like when I did the pitch for this. I had to explain ketones, causes there’s a word called ketones. Ketones is techno babble, right?

As soon as I get to the word ketone, I say, “Ketone.” Then I stop and I say, “Ketones kind of like,” I step back, “It’s kind of like a million motivational speakers, running through your body.” Like, “Oh, cool.” Now they’ve got what ketones are and I keep moving on. Any time I introduce any kind of techno babble, I stop instantly, take a step back, I tell a really quick story to make it so that that word means something to them, and then I can keep moving on. Anyway, I’m doing that over and over. Does that help for like a tool for you guys, how to … People always say “How do you do your sales videos now?” It’s Really this. These are how, mostly everything we create is from that.

WARNING: Ignore this advice at your own peril!

On today’s episode Russell talks about THE one key to keeping money flowing in your business. He also tells you exactly how to do it and how to make it grow.

Here are some cool things to listen for in this episode:

• Russell walks you through the steps on how to start a weekly webinar to get money flowing.
• He then walks you through how to keep that money flowing and grow your list.
• And why Russell will do a LIVE webinar every Thursday from now until the end of time.

So listen below to hear how to keep money flowing in your business.

---Transcript---

Hey everyone, this is Russell. Tonight it is cold outside, but we’re still about to do a Marketing In Your Car.  Hey everyone, I hope things are going amazing for you. Heading home from the office today, and just keep getting more and more excited about how simple and stupid my plan is for next year. The angle’s always world domination, and the strategy’s changed so many times, but look at the people in our coaching group that have made the most amount of money, the things that have made me the most amount of money. It’s all had to do with one core focus. It comes down to this. If you’re taking notes, write it down right now. If you’re in a car, pull over so you can focus a 100% because this is the key. Okay, and I talked about his on my periscope, the one that I told you guys about yesterday that we did 150k sales on it. The key is having a live event every Thursday, and the one singular goal of your entire company is to get at least a thousand people a week onto that webinar.

That’s it. It’s kind of like the whole ‘apple a day keeps the doctor away’. A thousands registrants a week for your webinar keeps money flowing. We were doing the math on that. Let’s just say, and I don’t have the numbers in front of me cause I’m driving, as you guys know, but say you have a thousand people a week to register. This is all sources, so Facebook, solo ads, email ads, Twitter, social media. Everything you’re doing is all pushing towards this one event that’s happening ever single week. You’re just focusing on that. Okay, and so you’re doing that. You have a thousand people to register. From that, you get thirty percent show up rate, right? That drops to three hundred who show up, and then your call to action … Let’s say you follow the perfect webinar script, if you don’t follow it, you get like 1% closure. You follow the perfect webinar script, you’re at 10% close rate. That means of the 330 people give you a thousand dollars from that webinar, so you just made 30,000 dollars.

The math on that, let’s say you should be averaging between 3 and 5 dollars per webinar registrant. Let’s just say we spent 5 dollars per registrant, and we’ve got thousands. You pay 5 grand, and you make 30, okay. Now, what is that? If I was talking to my kids right now I’d say, “Son, you call that arbitrage, okay.” I put in 5,000 dollars on Monday through Thursday. Thursday night, I get 30,000 dollars back, boom. I didn’t just get that because a couple other things are going to happen.

Second off, from Thursday night to Friday, Saturday, Sunday, we’re going to be focusing on our replay sequence, okay. Now, there are a lot of different things you can do in a replay sequence. You can just send out the replay. You can send out urgency and scarcity we talked about a couple days ago. You can do a whole bunch of cool things, but if you do it right, you should be able to double your sales from the replay sequence, okay. Because think about it, you had 1,000 register, only 300 showed up. Only 10 percent of those people bought. You only had thirty people out of a thousand. That means you have a whole crap ton of other people haven’t bought yet, and so you’re job is to follow up with those people and get them to buy. Give them some urgency, some scarcity, do some cool things, maybe do a periscope, rant close Saturday night trying to get them to buy, whatever it is. You’re pushing these people to take action and to give you money and to close.

If you do it right, you should double your sales. That means that 30,000 now turned into 60,000. You have 5,000 dollars in, 60,000 dollars back out. You have more than 10X your money that week, which is pretty good, right? You’re like sweet this is a good business. I put 5 grand in on Monday, I get 60,000 back out by Sunday at midnight. You do that every single week.

Let’s say that was all you did. I don’t have a calculator here, and I’m not smart enough to do the math while I’m driving, but if you do that, 60 grand times 52 weeks, what’s that end up being? Whatever, 3 million bucks or something, right? Your cost, 5 grand times 52 weeks, you’re at 250 grand. You put in a quarter of a million bucks, you made 3 million, or whatever that is. That’s a great business. That’s more than most people will do ever. That’s really, really exciting right there.

That’s the first step in this. The second thing to think about is every single week, you’re adding a thousand people to your list. Okay, so by the end of the year, you have 52,000 people on your email list. These aren’t normal people. People who have gone through your webinar registration funnel, seen your indoctrination series, they’ve been on your webinar, they’ve been indoctrinated, they’ve learned from you, they’ve seen you pitch. Those people will love and respect you a lot more because of that process that you went through with them. Now you’ve got a better quality person.

If you screw this up, if you don’t treat your list very well, you should be averaging at least a dollar per name, per month on your email list which means by the end of a year, you should be averaging an additional 52,000 in sales just from other exterior, I know there’s a different word for that, but other things you sell that list. If you do it correctly, and you follow the whole DotComSecrets modeling, you do a value ladder, and you have upsales, and you have high ticket things, and you have other webinars and things like that, you should make a lot more than that. You should make five, or six million bucks off of that list to be a hundred percent honest.

All that came from one solitary focus. One thing, the apple a day, it came from every Thursday we do a webinar, Monday through Thursday we fill that webinar, Friday through Sunday we close deals. And that is the fuel. That’s the business. I just today, right before I left the office, I went on Thursdays, for me I do mine at noon, from noon until 2 o’clock, I put on recurring, and said every Thursday from now until the end of time I’m doing a webinar. Some people say, “Well do I do a new webinar every single week?” No, it’s the exact same webinar. “Well Russell, shouldn’t I do it automated?” No, you shouldn’t, maybe someday, but right now you’re going to do it live.

I’ve done my Funnel Hacks webinar at least thirty, maybe forty times live, and I’m going to do it live every Thursday next year that I am in the office. I will automate it the days I’m not there, but I’m going to do it live.

A couple reasons why. Why would you do it live? It’s the same pitch Russell, it’s probably word for word, and it is at this point. This is the reason why: On Thursdays when I’m doing a live webinar, guess what happens? Everyone is focused on this live webinar. Support staff’s ready, we’ve got people answering chat, tech guys are watching everything making sure that everything’s working. We’ve got everyone’s focus and attention on this one event that’s happening. Guess what happens when you focus on something? It’s really weird. Whatever you focus on will grow. If you focus on how many leads a day you get, that will grow. If you focus how many webinar registrations you get each week, that’ll grow. If you focus how much money you want, it’ll grow. If you focus how much weight you want to lose, it’ll grow, or you’ll lose. Whatever it is on that side.

There’s this weird thing that whatever we focus on grows, so hey, let’s focus on that, and it’ll grow, and get better. We focus, everyone focuses. Thursday, this is sales day. This is the day we all focus on selling, okay. Monday through Thursday is marketing, Thursday is sales, and the rest of it is follow up. If you do that, you guys, that’s the prescription for an amazing business next year.

I was talking to Liz Benny, and I told her, I said, “Liz, I’ve seen you when you were running the webinar model consistently, you have the right numbers. Everything was working”. I told her, I was like, “I think that you can do 5 or 6 or 7 million dollars”, I have a hundred percent faith she can do it. I know she can, and she knows she can, and she’s going to. Guess what she’s doing? She’s coming back to the same model, going back to basics, all of us. I’m doing it, my entire Inner Circle’s doing it, I’m going to be sending this podcast to everyone and forcing them to listen to it because this is the basics. Again, if my son was trying it, I’d say “Son, that is the basics”. That’s what we’re focusing on, and if we all do that collectively, we’ll change the world in our own little ways.

That’s what I’m doing, I hope you guys follow suit. I’m excited, and I hope you’re excited, and it’s going to be a lot of fun. I want to warn you, there’s going to be some ups and downs. Sometimes Facebook’s going to kick you off. Sometimes other ad networks won’t work anymore. Sometimes you get crap leads. Sometimes your JV partners will screw you over. Sometimes no one will show up to your webinar. Sometimes the close rate won’t work. Sometimes GoToWebinar will drop you, or webinar jam, or things are going to happen, and it’s going to be frustrating and annoying and lame and hard, and you’re going to be discouraged.

Every time you get discouraged, I want you to think about the apple a day, and think about, I’ve got to come back. This is the focus, and every single week I’m going to get better, I’m going to get better, I’m going to get better. Maybe the first week I’m going to get ten people to register. Next week I get thirty. Next week I get fifty, and if I make that my focus, whatever we focus on, what happens? It grows. We’re going to start focusing on that, and what’s going to happen in the next 12 months is your business and your life will be transformed. It can’t not be, and the lives of the people you’re serving will be transformed.

You say, Russell, this is cool, but I can’t afford to buy Facebook ads right now. I don’t care if you can’t buy Facebook ads, go spam Facebook, okay. There’s a lot of ways to get traffic for free. Go out there and do it. Write blog posts, promote them, go talk to people, do joint ventures. There’s other ways to do it, and if your excuse is that I can’t do it because my Facebook account got shut down. I can’t do it because I don’t know any JV partners. I can’t do it because, fill in whatever excuse you want, that’s all those things are excuses. There’s a lot of people with a lot of good excuses out there, but the ones who don’t have excuses, and just think, how can I figure this out? They focus on it. It’s weird. What happens when you focus again? You get things done. It starts to grow. Start focusing on, what else can I do? I’m broke, I can’t buy Facebook ads, what else can I do?

I just saw my man Ryan from Hardcore Closer just been watching. He joined Inner Circle a while ago. I’ve been watching him. Just been crazy impressed with him, all the stuff he’s doing, and just grateful he joined because I have a chance to see this glimpse of what he’s doing and it’s just been amazing. I’m watching him do these blog posts, and he’s getting hundreds of thousands of millions people reading these blog posts, and it’s just … He focuses on that and it grows. I saw him post the other day how his goal of the first of the year is to get 100 thousand visitors a month, and I think now he’s getting 100 thousand visitors a week, or something crazy like that. It’s what you focus on grows, and he’s doing that through free traffic, and he started making money, and then he started spending his money on Facebook to boost those posts, and that’s the model. That’s how it all works.

Anyway, I hope that all makes perfect sense to you. I hope that gets you excited. I hope that it inspires you because that’s the model, my friends. That’s what we’re focusing on here. That’s how we’re going to take our company from 8 figures to 9 figures and beyond. That’s how you should be taking it from 6 to 7, from 7 to 8, from 5 to 6, from 0 to 5. It’s the model. It’s what works. It’s what’s working today, and there’s nothing else you should be focusing on, I don’t think.

There you go. You’ve got it on a silver platter now, on a napkin, you have it in front of you. You just gotta pick it up and run with it, and if you do then I only want you to send me 10 percent of what you make. I’m just joking. All I want you to do is serve other people. Help other people, get your message out there, and hopefully you’ll tell people about Click Funnels along the way because we love it, and it keeps getting better every single day. Thanks everybody. I’m almost home. I’m going to bounce, and have an amazing night, or day whenever you’re listening to this, and I’ll talk to you guys all again soon. Bye everybody.

My secret ninja system for getting a lot of crap done fast.

On today’s episode Russell talks about having a lot of projects this week and how he manages them in order to get everything done when he originally planned. You’ll also get to hear about all the exciting things he’s working on.

Here are some of the fun things to listen for in this episode:

• Who Russell is working with to get a new video quiz put together and how he may get it for free.
• How Russell plans to get 8 different things done on a pre-determined day.
• And how he is able to be a good project manager despite failing his project management classes in college.

So listen below to find out how Russell is able to get things done by his deadlines and to hear some the exciting things coming soon.

---Transcript---

Good morning everyone, this is Russell. I hope you guys are having an amazing day so far. It’s bright and early for me. My wife actually left me today, not like the real way. She’s going out of town on a girls trip for the next four days, which is scary and exciting and sad and happy and everything wrapped into one. So I saw her off this morning, she jumped in an uber and took off and now I am the mom and the dad. But we also have an event this week, so I’m driving right now to certification program and I just basically do the first 2 hours in the certification event which starts in 28 minutes and I’m totally stuck in traffic. So I’m hoping and praying to get there in time.

But it opens up a little window for us to hang out and talk about some important things which is pretty cool. Also today, thanks to Bart Miller, some of you guys if you are faithfully listeners and fans and followers, you know that we’re creating a tv show called Funnel Hacker TV and one of the episodes was with a guy named Robert Jones, who owns a beauty academy and we’re basically building out a whole funnel with them and his business partner is Bart Miller. And Bart and son are super cool people. Anyway, while we were out there they took me on a shopping spree to teach me how to dress. So they got me skinny jeans and shirts with cuff links and weird shoes and all these things, which is totally not Russell things. But today I’m wearing brown shoes, gray socks, skinny jeans, purple shirt with cuff links, and the cuff links look like Clickfunnels gears and it’s so cool. But I totally feel like not me. But whatever, that’s what we’re trying out today.

So I’m heading in right now and just getting so, so, so excited about so many cool things. I don’t know about your guys, the other night I read my kids a book, If You Give A Mouse A Cookie. You all remember that book right? If you give a mouse a cookie, he’s going to want a cup of milk. If you give him a cup of milk, he’s going to want a look in the mirror to see if he’s got a milk mustache, if he’s got a milk mustache he….if he sees his milk mustache he’s gonna know his hair’s long and he’s gonna want to give himself a trim. If he trims himself he’s gonna have hairs…..and it goes through this huge thing. And the mouse ends up at the very end of it drawing a picture and putting it on the fridge. Sees the fridge and realizes he’s thirsty and wants a cup of milk. You know what would go good with a cup of milk, a cookie. And that’s the whole book.

So I read it to my kids the other day and then Monday came and I was like, “Here’s my major project I’m trying to get.” We’re revamping how we do our auto responder sequences, and really excited. So okay, this is the plan for the next two weeks focusing on getting this piece rebuilt and dialed in and I’m really excited for that. So we started mapping the whole thing out and getting everything in place but then we’re like, “Oh to get all these things done, we can’t do it yet because this has to be in place.” Which is all auto responders for us. If you look at, if you read the Dotcom Secrets book, we have value ladders and move people up through a sequence. For me,  basically all of our auto responders are leading on the front end  are leading people to this new quiz funnel we’re building where we have a really cool quiz, which identifies which one of 6 or 7 types of businesses you are. And there are 6 or 7 webinars in the back depending on what type of business you are. And you watch the webinar and we follow a sequence very specific to your niche, your industry, your market. And it’s amazing.

But that means before I can launch the email sequence I have to have the quiz funnel done. The quiz funnel means I have to get 7 webinars done. Then in front of the quiz funnels, I wanted to do a really cool video to make a quiz funnel, which means either I gotta make a video or we gotta hire someone to make a video. If we’re going to hire someone to do the video I want them to be the best. I think I told you guys yesterday, we had a couple of calls from the Harmon Brothers, who did Squatty potty and Fiber Fix and a bunch of amazing videos. And they need help fixing the Fiber Fix funnel and I want a video so we’re trying to swap….I don’t know if I told you this, they charge $500,000 to make a video, it’s insane. So I was like, okay that’s cool. How about I do your funnel for you, in exchange for video. So I’m trying to negotiate that, which may or may not go through.

At the same time I’m also talking to the Ackerman Brothers, who are these other guys who worked on the Poopourri video, really good script writers to write the script. I’m also taking my own whack at the script because I was like, well crap. I’ve written a couple of scripts in my day, maybe I can write it. So I started writing this really cool script based on the difference between being unemployed and being an entrepreneur. The fine line between being unemployed and being an entrepreneur and the whole script that I was writing is like, this dude down in his mom’s basement and his mom’s like….”Hey, what’s your son do for a living.” “He’s unemployed.” And he’s like, “Mom, I’m not unemployed, I’m an entrepreneur.” There’s a fine line between unemployed and an entrepreneur. What is that line? And they start going into all these different things. Just showing that fine line and the fine line is a funnel.

So we’re writing that as well, so now I’ve got three potential things, writing scripts and if I do write….and if the Harmon Brothers write the script I gotta fix the whole Fiber Fix Funnel. And the way it’s working with them, is basically I put the owe-ness on me. I like doing that sometimes. They showed me their conversion rates on the funnel and they told me what their conversion rates needed to be to start scaling media. So I told them, I’ll do this. I’ll do the work for free and you don’t have to do anything unless I beat that control. Unless I get to the numbers you’re looking for. So they were like, sweet. So I basically gotta come and do the whole thing for free. And if we smash theirs, which I know we can, then I’ll get them to do my thing for free on the other side.

So I got three people working on the script. So when the scripts done, then the webinar will be done, and when the webinars on the backend. So then we look at the webinar and basically these new webinars are going to be kind of front end of where everything is leading. So I’m changing the webinar pitch a little, similar but just kind of make it more mainstream. Right now the current funnel hacks webinar is very much towards, positioned towards the internet marketers. Because that’s like, this sexy candy that gets my market excited. But as we go more mainstream it’s a little over a lot of people’s heads, so it’s not dumbing it down, but changing the language patterns. So all the seven webinars we’re kind of rewriting to match the language patterns of each of the industries.

So then on the back of it, we’re tweaking the offer, which means we have to change the product a little bit. So I’m like if we’re selling funnel hacks, we should go back to funnel hacks and make a new version that’s even better, and then we’re like if we redo a version and it’s even better, we should also have a physical product in the mail because it will increase stick rate. Because if we increase stick rate it drops churn and everything else. So then we’re like, well now we gotta make a physical product. So then we started to look at the types of physical products, and there’s binders, there’s DVD’s, there’s booklets, there’s USB cards, there’s all these kind of things, so we spent a whole bunch of time going down that rabbit hole.

That was yesterday. So it started with, “Hey this is the project.” And then it was this whole if you give a mouse a cookie thing that took us on this huge, long path and I realized if I want to get the email sequences done I’ve got to update the core funnel, I gotta update the course, I gotta update the webinars, I gotta update the quiz funnel, get the quiz funnel done, then I can do the email sequences. And in my mind, I’m like I want all that crap done today, I don’t want to wait six months or three months or even a month. So now it’s like, how do I get all that done in the next two or three weeks? And that’s the question. Some people ask me, “Russell, how do you get so much done so fast?” And for me it’s because of that. I’m so impatient. In my mind I can see it all and it’s amazing so I want it all done today.

So that’s what I’m going to do at night. Since my wife’s not here I got all night long to work. So as soon as I get the kids to bed I just added 4 or 5 hours to my work schedule until I pass out. So that’s what I’m going to be working on for the next few days. It’s going to be so exciting and so fun. I’m just curious on you guys, if that ever happens to you as well.

So amongst all of that, that’s my project for the next however long it takes to get done. Plus we’ve got I think 7 funnels for people, or maybe 8 funnels for Funnel Hacker TV people that we’ve filmed part of the episode and we’ve got the funnels partially done. So this week we’re also launching Mark Joiners new mind control marketing funnel, which is so cool. It turned out amazing. Sean Stephenson, we did a webinar, not a webinar, we did a membership site funnel for him. I got the videos back and they turned out amazing. Anyway, Biohacking  Secrets, we’re launching the Biohacking store and Biohacking week. All those projects.

Plus book number two, this week should be done with the first round and then we start the editing process. I can’t tell you how excited I am for this book. Those who’ve been following, you know this summer I had about 230, 240 pages done of the book and one night I was sitting there reading it and I just wasn’t happy so I opened up Snapchat, I highlighted an entire book and deleted. Started over. And it was scary and one of those things just like, man I’ve spent six months doing this. And everyone who had read it was like, this is a really good book. I was like, I didn’t sign up to write a good book. A lot of people write good books. I wanted to write a great book. I talked to you yesterday how good is the enemy of great. So I deleted it and started over. I tell you what, now it’s a great book. I am very enthusiastically proud of it now. And I think that it’s going to change. Honestly, I mean it’s kind of one of those things people always say, we’re trying to change the world. But I honestly think that this book and the platform, obviously Clickfunnels behind it will change the world and that’s what I’m so excited for.

So there you go you guys, if you give a mouse a cookie. If you give Russell a cookie, that’s where it goes. If you’re all like me, and you’re an entrepreneur who does that, don’t feel bad because I do it too. So the question though, is it happens to most people, including me. Even last night I was sitting there like, I’m overwhelmed. I don’t even know what to do or where to go. So for me I just, one of my processes is, the day after I get done with an event is kind of write out all of those milestones and then place them in a chronological order. I think the problem that most people have; including me is that we’ll see here are the 8 things I have to get done, so we start dabbling in 8 of them, and we’ll do a little here, a little here, a little here and nothing every gets done because you are slowly pushing forward 8 things. So what I do, and hopefully this is the nugget of wisdom at the end of this. So after I get the, let’s say 8 different major things done. So I know there’s a quiz video, there’s a quiz funnel,  there’s a new webinar, there’s a home study course, there’s an updated online course, there’s the email sequences. So there’s the major…big things right.

And the first thing I do, day number one is that I know that each of these things, it’s kind of like… I failed all my project management classes, which is funny basically that’s all I do all day is project management. But I know there’s an order. I’m like next Thursday I want to work on this. I start working on Thursday, but the logo guys haven’t gotten back to me, all the pieces I need to execute on that thing, I don’t have. Then it’s like, crap okay. You start tasking out everything, you come back a week later and hopefully you have those things and all that kind of stuff happens, right.  So for me what I do is the first day is I go and I map out, here’s the 8 things. Then I look at what are all the things that I know I have to have to get this project done that take time, that aren’t on me. So logo people, copywriting people, design people, logo’s, merchant accounts. I look at all of those things that I know that aren’t me just sitting down and grinding it out. That for me to sit there and be able to grind it out, I have to have all these assets to make it possible. So I’ll probably do that today, just go out and start tasking out all the tangible pieces I know I need to get this project done.

Now everyone’s got it, so now in the background they’re all working on a dozen different things that I’m going to need in the future, but I don’t need yet. But I think through that ahead of time, so they’re all working on everything, then I pick whichever one, honestly the one that gets me the most excited. And then I dive into there hardcore and I focus on that. And I get it done. And then during that interim while I’m getting it done all these little pieces will be coming back and I’m like cool and I take them and throw them in a Trello board, I keep putting all the assets in there so I know that hey next Tuesday is the day I’m focusing on this. Everything’s there and Tuesday I log in and boom I can just run. There’s nothing holding me back.

So that’s kind of how I work. So I hope that kind of helps you guys. Because I know  a lot of people get stuck in that paralysis, or the process of I’m trying to work on stuff, oh I don’t have anything that I need to work on it. For me, that’s the number one thing, making sure that all those external things that I can think through that take more time than I’m going to do on that day to make sure they’re done. For example, this week we had a planning meeting for all the different funnels that we’re doing Funnel Hacker TV and I was like, okay here’s all the funnels and I was like, okay it’s Thursday, so that’s tomorrow it’s Biohacking Secrets day. So Thursday we’re building these two funnels, they have to be done.  Here’s the pieces I need. l was like Anthony I need this, this and this. Designer, I need this. So I gave everyone all the things I need. So the lst three days I’ve been coming in like crazy. I even hired some copywriters to do some bullet points. I sent them a whole bunch of stuff. I’m like I need these Thursday morning, can you do it. And they were like, it’s an extra $500 to do it in two days. I’m like done. I need them by Thursday morning, because Thursday morning I know I’m sitting and I have to get that funnel live so if I don’t have those, the whole thing falls apart. So that’s what it’s all about for me. It’s just making sure that everyone knows this is the day I am sitting down and I’m focusing on launching this project, so if I don’t have all these pieces back by this time, you are fired. Or whatever that might be, you know what I mean.

Because I don’t know about you, the worst feeling in the world, is you dedicate a day to get stuff done. Like I know tomorrow is Biohacking Secrets day. And I’m going to be busting out 2 funnels for them. And I know next Wednesday I’m finishing Mind Control Marketing with Sean Stephenson, so I have to have all those assets back that day, otherwise I wasted the day. I don’t want to get the funnel halfway done and have to rebook another day to get things done. I want to have everything done so that when I show up I can start, I can end and I can wrap that day up and know that projects completed. So what are all the things I have to have to get that done in time.

I have this huge dump truck in front of me going two miles an hour. So yeah, I hope that helps. I’m at the venue and I’m actually fifteen minutes early. Well I still gotta get in the parking garage, but as a whole this is not too shabby. Alright you guys. That’s all I got today. I hope there was some value there. I hope that you guys probably don’t do as much stuff as I do because it’s harder to get stuff done, but if you do hopefully that gives you guys a couple of ideas of how I do it. I appreciate you all for listening. We’ll talk to you guys all again soon.

The gift I got today, that I want to share with you so you can keep moving forward.

On today’s special 257th episode Russell talks about how money doesn’t buy happiness, but how you can achieve happiness by helping and serving others, as well as by improving your inner self.

Here are some cool things to listen for in this episode:

• Why working towards wealth shouldn’t be your focus because in the end it doesn’t matter.
• Why serving other people’s needs will help you with your own needs and in turn help you achieve true happiness.
• And why focusing on your contribution and growth can help you actually become something and why that’s more important than wealth.

So listen below to find out why money doesn’t equal happiness.

---Transcript---

Hey Everyone this is Russell Brunson. Welcome to episode 257, a very special episode of Marketing in Your Car. Alright everybody, I’m excited today and you may be thinking, Russell why is today so special? Well It’s special for a few reasons. First off, this is episode 257, that just sounds cool. Second off, right now, a little later on today we are taking these first 250 episodes and we’re putting them onto MP3 players that we will be giving away for free plus shipping, I think I talked about this a couple of months ago, but we’re going to do it. This is the last episode that will be on the MP3 player.

So for those of you guys that are listening on the MP3 player, you made it to the end, congratulations! For those who have no idea what I’m talking about, give me about a week or two, we still gotta get them back from China, but when you go to marketinginyourcar.com, you’ll be able to get a free MP3 player with the first 257 episodes preloaded, which will be kind of cool. And my brother, actually edited out the intro song on most of them so you don’t have to hear the intro song 8 thousand times either, so that’s kind of cool too. So that way you can go and you can geek out. You can binge listen to everything while you’re everywhere and you’ll have your own personal MP3 player with the first 257 episodes, so I’m excited. That’s number one.

So then with that said, I gotta think about something cool to say, because this is going to be the last episode that those that are on the MP3 player got. I can’t just end on a thought, it’s gotta end on something cool. So then I had all sorts of stress and pressure. I’m like, well crap. What am I going to talk about? Then it came to me, so I actually just drove back, this is my second drive to the office, I’m driving back home and back to the office because I wanted to get my notepad. This morning I had one of my coaching sessions with Tara, and it was interesting. Tara is my woo woo coach, you guys probably heard me talk about her a couple of times, super cool. They’re also in my Inner Circle and just some of my favorite people in the world. The coaching’s been really cool because its kind been coaching things but kind of you don’t know where it going to go and it goes different directions and every time there is something really valuable that comes out the other side of it. And this time it kind of answered a question that I don’t think it’s a verbal question I have had. Or I’m asking this question I’m asking out loud consciously. But subconsciously I think that probably all of us have this thought as we’re doing what we do in our lives and businesses.

The thought is does any of this even matter? I am fully aware that someday I’m going to be dead and it could be today, that car just drove past, boom, could hit me. I could be doing my podcast and driving and I get hit by a car and it’s over. And I am fully aware of that. When I die, guess what I get to take with me. Nothing. It’s done. My cool car, my cool house, none of my……it’s gone instantly. So I get that, I believe that, I understand that. So it’s like, why do we even care?

It’s interesting when my Grandpa passed away, probably a year and a half, 2 years ago now. I thought it was so weird, after he died they brought all my uncles together, basically they handed out his possessions he had left in life. There was a gun and a couple of things and that was it and I’m like, “Wow. My grandpa lived a full life. He was amazing.”  By the time you get to the end you give away all your stuff, you got rid of them. It’s like, “Here are the 4 or 5 things I have left.” And you divvy them out and it’s done. Man that’s going to happen to me. The reality is none of this money stuff matters, even a little bit. Other than it helps make your life a little more comfortable here, but it doesn’t matter, it’s stupid, it’s ridiculous. My mission of helping entrepreneurs to share their message so they can make more money, and we talk about money a lot because that’s how we keep score. But does it even matter? When all is said and done, am I just kind of spinning my wheels? I think I subconsciously have that thought, maybe I should just shut down shop and focus on other places I can contribute. Does this contribution actually help, help people make money? You know what I mean?

So there’s the question that I didn’t consciously ask, but from today’s coaching session kind of came out of it. And if you could see my notepad, I actually grabbed my notes. This is the first Marketing In Your Car I’m actually teaching from a notepad, so that’s how prepared…….I have these little circles with arrows that go around in a bigger circle, I think there’s 4 circles and the top circle I wrote, “Triggers Fears” and so what does that mean? What I probably do for a lot of you guys, I’m guessing, hopefully I get you guys excited and help you see the vision of what can be and where you could go. But I’m sure with that comes a lot of fears. Like, oh wow, he wants me to do a podcast, or he wants me to go spend money on ads. He wants me to do a webinar every single week. Every week he wants……all these fears come up, right. And then I’m trying to be a good role model, so I’m doing these things that I’m telling people to do and I’m actively, consistently doing them over and over again trying to be, I hate saying this, sounds stupid, but being the model. Here’s something….I gotta try and practice what I preach so people can see that and hopefully say, “If Russell can do it, I can do it.”

That’s something Liz told me after she started having success, she said, “If Russell can do it, I can do it.” And I hope people feel that way. I want to be this thing, but a lot of what I’m telling people to do and teaching and coaching on there’s fear associated with it, right? If there weren’t fears, you would have already done it, but for some reason there’s these fears. And most of the time, most of the coaching and consulting I do is stuff people know. Sometimes there’s tactiful things that we bring to the table and they’re different. But most of the time, you kind of know the path, but there’s fears and concerns and false beliefs and things that keep you from that. So I’m coming in and I’m like a wrecking ball. Busting through these things and probably causing a lot of fears for you guys.

So that’s the first step in my little mission here. The second step is come back after you fall through with tools. So it’s like, we got a new webinar movie, go! I’m freaked out! Don’t worry, here’s the tools to actually make that possible. These are the tools and the training and the coaching and consistent repetition of this stuff. If you listen to my message, if you listen to all 257 episodes, you probably noticed there’s a lot of patterns and a lot of repetition and a lot of things we come back to that are essential. So after we get the fears, after we set off the triggers that cause the fears, then my next step is I’m delivering the tools and the things to make it possible. And then those people, unfortunately not everyone, but the people who step into those fears and accept them and then go after the tools to fight it, eventually when they follow that process they get to a spot where they get money or security in their life.

So it’s interesting because that’s typically the driving force for change. You go through this process, you have these fears, you learn these tools and then during this process you start becoming and that’s the word I want to stress. You start becoming something. You figure out what people need, you figure out how you can serve them at the highest level. You figure out your voice. You start learning it and developing as a human and as a person and you become something different, something more, hopefully. So when that happens, the way the world or the universe or whatever call it, rewards you for that sacrifice and that effort. And really it’s the transformation from growth to contribution. In fact, I have this as the overarching theme for the next Funnel Hacking Live, is like that transition from growth to contribution. There’s a point in our life where we’re growing and learning and studying and it’s all a growth phase for yourself. Because you can’t…..if you’re not prepared you can’t go out there and serve. So there’s a growth phase we all have to go through.

But if you keep growing forever, you keep learning and growing and you keep that to yourself, you can’t keep progressing. The only way, there’s a point where you can’t progress in life through more personal development, or more growth, it’s impossible. There comes a point where the only way you can actually grow in life is by transitioning from growth to contribution, and then your growth comes through the contribution. My company grows now….me as a person grow as I help and serve other people and contribute to them and as they have success, that’s what brings me joy, which is kind of cool.

There’s the religious tangent here that I probably won’t’ go too deep into because I know every time I talk about religion I get a couple funny stares, but for the Mormon’s who are out there listening. There’s a scripture that we believe in Moses 1:39 it says, “Behold this is my work and my glory to bring to pass the immortal and eternal life of man.” That’s God’s mission too. It’s not to make him more glorious or better. He grows in glory by contribution, by helping us to achieve our full potential. So it’s kind of this really cool thing.

So back to this, so through that process of becoming who you’re supposed to be through the personal development, the growth and going through the tools and all these things, at the end you become something and have the ability to start contributing and helping and serving other people. And when you start contributing, the first thing that starts coming back to you, because it’s the way this world judges monetary value is money, you start making money. At first it’s exciting and then it gets really exciting and then one day you wake up and you realize that it doesn’t matter. A lot of people, they start this journey because they think that when I have money I’ll be happy. How many of you guys have thought that? If I just had money, if I had security, then I’d be happy. And the weirdest thing happens when you get money and financial security, you find how it does not bring happiness. So I hate to ruin the surprise for you guys. It doesn’t. It brings temporary pleasure, kind of like eating ice cream. It’s like, “Oh that was good, that was really good.” And fifteen minutes later you are like, ”What was I thinking? That was not worth what I feel like now.” That’s how money is, its temporary pleasure.

So we mistake that sometimes for happiness, but it doesn’t. It leaves you empty just like that ice cream, you’re empty. Maybe you’re kind of full, but you feel empty inside and you’re like, “Man, I could have not eaten that and felt really good, but I didn’t.” That’s kind of how money, you’ll find out, money isn’t the best………it’s not the best servant. It’s like Ice cream.

So they get money and after you get money you realize, “Well, I’m still not truly happy.” Then, and this is the key, then you start focusing more on the contribution and you start trying to make the changes inward in yourself. Because you realize true happiness doesn’t come through wealth, it comes through serving other people, it comes through the actual things I need to change about my life. It has to do with cutting out addictions, with serving people, all these weird religious things we learn about in church. I’ll leave that one there. But it’s interesting.

But the problem is that most people never get to fixing themselves and the internal struggles and problems they have and really get out there and contribute because they are so stressed out about the financial problems. I remember growing up, and I don’t remember where in school I learned this, I think its like the Mazlov hierarchy needs or something like that. That’s like 8^th grade coming back, so I could be completely off, but I think that’s what it was. And in that there’s the need for hunger, and until that need is met, you can’t do anything else. When you get your hunger met, then you’re like okay I need love. When love’s met, then you need shelter, whatever those things are. There’s all these hierarchy of needs, and the problem is….it’s almost like this is. The real needs are internal problems we have with ourselves that we need to fix, change, grow and develop, but it’s hard to get to that higher need. It’s hard to really care about where you’re living if you’re hungry. As far as Mazlov’s hierarchy.

So I feel like, my mission, if we call it that. The reason why it doesn’t matter is because I’m trying to get people to a state where they get through these needs so they can get to a spot where they can focus on their own personal growth and the contribution to help other people. And so if we can get you financially secure and in a place where you’re in a spot of abundance, or whatever you want to call it, now you’ve got the ability to really focus on the inward things that you need to work on in yourself, first off. And second off, really start focusing more on the growth and contribution.

So that was cool, like when I saw it today I sketched it out and I had this little thing in my notes with the circles of trigger and fears over tools, over security, over to inward change and then back to growth and contribution. For me, that validated the fact that what I’m doing is important beyond just I’m helping people make money. Because like I said, in the end that doesn’t matter.

So for you, I hope you kind of think about that for yourself. The people that you’re serving, and I know that you guys are serving them all at different capacities. Some of you guys are helping save people’s marriages. Some of you guys are helping people with their physical bodies, their health and nutrition. Some of you guys are helping by creating products and services. All of our businesses are here to serve people. That’s why we develop them, that’s why they’re here. So I hope that just thinking through this for your own business, your own life it helps you to kind of think through that and figure out how can I serve people at a higher level? How can I focus on the things that I know are holding me back? I know what holds me back. I know what my pet issues are. The little things that I know, man if I could get rid of these 3 or 4 things I could serve more people, I could feel better about myself. I could be a better dad, a better father, a better husband. I know what those things are and I think you probably do too, deep down.

So let’s focus on building the business. You can get your footings underneath you. You can have that stability and you can focus on other things because I don’t want you miss those. I don’t want you to miss out on what life can be because you’re stressing out so much about the financial side of it. The tools are there, the keys are there. We share, everyday on this podcast, we share through Facebook Live, through training, through podcasts, through blogging. We’re giving and sharing as much as we can. We also do it through our training programs, through our coaching, through our software, through our mastermind groups and wherever you’re able to plug in. Plug in and take what you can from that and apply it.

Right now, we just recently opened up the Inner Circle, we had a couple spots open up. A bunch of people messaged me, “I can’t afford it, I’m never going to be successful now because I can’t get into your inner circle.” I’m like no, plug in where you’re at. We have stuff at all levels. I’m not holding things back. The reason why my book name is Dot Com Secrets is because I’m the worst secret keeper on planet earth. People always ask me, “Russell, can you keep a secret?” I’m like, “No!” I’m like the worst secret keeper ever. You tell me anything, I’m sharing with the world. I wrote a book called Dot Com Secrets that told everything I ever knew. I am the worst secret keeper ever. But if you’re okay with that, to share with me, I’m going to try to help, and see if whatever you shared with me will help other people. I’m horrible at secrets.

I’m not holding back on you guys. There’s nothing that I’m giving that I’m like, “Not going to tell them this piece, they gotta upgrade to get that.” Every level that you plug into, I’m giving you everything. I’m giving you my all. So understand that. If you can’t afford a coaching program yet, then go get the books. If you can’t afford the books yet, get on the podcast, it’s free. If you don’t have a phone to listen to a podcast, go to the library and listen to it. Whatever you need to do, but plug in at whatever level you can and if I’m doing my job right and I’m doing my best, we can ascend you up to the next level. To where you can then afford the next thing to help get you to the next level and keep moving up. And it’s not so much that we want or need more money, but it’s level commitment that comes with that, that helps hold you accountable to actually implementing and following through. Some of these fears and these pains that when you’ve got some money on the line it makes it a lot easier to break through and actually achieve those things that you want in life.

So that’s why those things are there. Plug in wherever you can, and we’re going to continue to give and serve and hopefully get you to where you want to be so you can become who you want to be. And if I can do that for at least one of you guys in this podcast, this business, then everything we’re doing is worth it. So I appreciate you guys listening in. For those that are on the MP3 player, I hope you enjoyed this. Go back now to marketinginyourcar.com and make sure you’re subscribed so you can listen to all future episodes. For those of you guys who are on iTunes right now or whatever, listening to this. Make sure you get the MP3 player so you can go back and have an immersed weak and pound through the first 257 episodes and geek out with us. And hopefully we can help serve you guys as much as we can. With that said, I appreciate you all. Thank you so much for everything, and I will talk to you guys all again soon.

Stop being offended when people market to you and instead, do this…

On today’s episode Russell talks about clearing out his office to move to the new one and finding old courses that he learned from. He also explains why you shouldn’t be offended by other marketers marketing to you because you can learn from their process.

Here are some cool things in this episode:

• How you can learn marketing techniques from other marketers by the kinds of marketing they do to you, so you shouldn’t be offended.
• He also talks about taking advice and why you shouldn’t take advice from people who’s piles of cash are smaller than yours.

So listen below to find out how you can learn from other marketers techniques.

---Transcript---

Hey everyone, this is Russell Brunson. Welcome to Marketing In Your Car. I feel bad, this is 3 podcasts, almost in a row, where I have actually been in my car. I feel like I’m a fraud or a sham or something. I don’t know. But I’m at the office right now and it’s kind of a bittersweet day. We are packing up the office. All of my books are no longer on the bookshelf. They’re in boxes. Most of my courses I threw away, or my brother Scott took them and is turning them into audiobook files so I can listen to them in my phone. And we threw away literally an entire dumpster full of CD’s and DVD’s and courses. It’s a little emotional, I’m not going to lie. But we’re going to survive.

A few minutes ago we drove over to the new office and we saw it and everything’s getting put together and it’s so exciting. We have a glass wall, which looks super cool. We have our own bathroom, which may seem lame to you guys, but it’s so exciting for us. Because this is, I’ve rented a lot of offices, this is the first we’ve actually owned, which is so exciting. So those bathrooms are actually my bathrooms. I guess they’re our bathrooms. No, I paid for it, they’re freaking my bathrooms. Just kidding.

Alright so as we’re packing stuff up, I’m putting things and I have to decide what goes in the garbage and what gets saved. So I’m throwing away things with tears in my eyes. Hoarder Russell, because I’m totally an info product hoarder, so I’m throwing away my piles of everything that’s built the foundation for our entire company. If it doesn’t matter, even though it does, we’re throwing these things away. Some of these I’m like, “Not throwing that away. That’s gotta stay.”

So I’ve got this binder here, sitting on the floor. I just looked at it. I looked at it and it made me smile for a couple of reasons. First off, it’s from Frank Kern. Frank’s stuff is always fun, I always love his stuff. It’s a binder and on the outside of the binder it says, 32,800,000 swipe file. So I grab it and opened it up and inside there is 1, 2, 3 4 booklets. There’s one booklet that says the Annihilation Method, one that says Stomper Net, one that says Pipeline Profits, one that says Serializer.

And when you open up these little booklets, guess what’s inside? The only thing inside is half a paragraph explaining what this is and then it’s the emails that he sent out during this product launch. So it’s just copy and pasted all the emails.

And I started laughing because this is part of a product that I don’t know what we spent on it, but you know it’s probably a $1000, or maybe a $2000 course. And this was a big piece, the swipe file books and swipe file from 4 campaigns that each of them made, well combined made 23.8 million dollars. But they’re the swipe files. What’s hilarious about this, if you think about it, is if you were on Frank’s or anyone’s list at the time during this thing happening. You got these emails for free. And they came in your inbox and they didn’t cost you anything and you already got them.

Yet, fast forward a year and all the sudden you say, these emails made 23.8 million dollars, and suddenly people pay you $1000 to read these emails. The same emails that were already in your inbox. In fact, they probably are in the inbox. That’s what’s so funny. So I started thinking about this because people join my list for what reason? They want to learn marketing, right. So they join my list because they want to learn marketing and they want to learn stuff, and they want to figure out how to sell their products and services better.

And they’re on there and getting the emails and then people unsubscribe and then I read the, I don’t do it often because it stresses me out and makes me whatever. So I look at it and there’s the comments that are like, “Why did you unsubscribe?” and they’re like, “Russell sends too many emails. All he does is try to sell me stuff.” “Russell always trying to get me to go to another webinar.” Or whatever. “He keeps talking about Clickfunnels.” And it makes me laugh because if I fast forward a year from now and take all those emails and put them in a binder, I could sell them to the same people for $1000. “Here’s the sequence that I sent out that made us a million bucks.” And they’re all excited because they want to buy it.

But the reality is like, you are joining my list or other marketers lists to learn how to market. Why are you getting offended about their marketing? That’s why you signed up for the first place. Yes, you can go and buy their products and you will learn from that, but I learn more from watching the process. That’s what we call, we talk about Funnel Hacking. Watch the process, what people are doing and that is worth its weight in gold.  Usually that is worth more than the product.

I can’t tell you how many hundreds of thousands of dollars of products I bought and never went through the product. Yet, in my mind completely justified the entire cost because I got to see the sales videos on each page. I saw the upsells and the downsells and I saw those things. I saw the email sequences they sent to me later. And all those things came into my head and I started learning and understanding them. And my next email sequence I’m like, “remember when Frank did this on email 3? I’m going to do that in my next email.” “Remember when So and So did this?” we start looking at those things and tweaking them based on what we’re learning.

And so I just wanted to say for you guys who are trying to learn marketing. First off, step number one, do not be offended by marketing. Because that’s the whole point. You can’t be offended by what you’re doing. Second thing, those emails or Facebook Live’s or things that are bugging you where right now you’re like, “Man, they keep doing these things…” Those might be the same case studies that next year you’re buying for $1000. So you should watch the process, watch what’s working. And if somebody’s doing something consistently, it’s probably working really well. If they do it for a little bit and stop, it probably isn’t working.

So that was my message for today as I was looking through this, I was just kind of smiling and thinking about these emails. If I search my email inbox from whenever these campaigns were, 7 or 8 years ago, I guarantee they are all in my inbox still. Yet, I paid $1000 to get the booklet of them because of the result they got.

So this is kind of two tiers. So number one is, again, don’t get upset when people are marketing to you, take that and learn from it. Add it to your swipe files, funnel hacking files, whatever you want to call it. Then number two, think about the byproduct of what you guys are doing in your business. People will pay to see what’s working for the marketing of your business.

When we had our supplement company we had the info product, all the other stuff we were doing before we created the 108 Split tests book. That book was just, here’s all of the things we were doing, here’s the case studies, the ads we ran, what worked here, what didn’t. That’s what we showed people.

I was watching the other day, one of our Facebook ads, some of you guys probably saw it. There’s a video of me promoting the 108 Split tests book and I got two pictures. I got a picture of one webinar registration page and another one. And I was like, “Which webinar registration page do you think wins? One of them out converted the other one by whatever.” And the ugly one won.

And I was reading the comments from all these people who are posting, “That was not a true split test. You split tested wrong.” And yelling at me because I didn’t split test the right way, the way that they think split testing should happen is completely wrong. Because they are like, “You have to have the exact same copy, the exact same thing and only change one thing at a time.” And I was like, “Okay, that’s true on the second or third tier of a split test. But where are you at in business right now?” Anyway, I just wanted….

In fact, I was talking about this earlier with these guys here in the office, one of my friends Matt Bacak, I remember I used to hear him speak and he the rule, he called it the piles of cash rule. He’s like, “Whenever I am looking at someone and they give me advice, I look at the size of their pile of cash and if it’s bigger than my pile of cash I take their advice. If it’s smaller, I ignore them.” I want to go back to these guys and just be like, “Okay, so you’re telling me my split test process is wrong. I just want you to look at your pile of cash real quick and if it’s bigger than mine. Cool, I’m wrong. But if it’s not maybe you should learn and instead of complaining in the comments of my Facebook ad, maybe you should be like, ‘why would Russell do that? Why would he test two completely different layouts first before he gets into headline tweaks or little tiny tweaks that we typically do on our split testing.’”

Number one is because, and I talked about this before on the podcast. When we’re doing split testing, level number on is not headline tweaks and tests, its radical shifts, so it’s one page design versus a completely different page design.  That’s the first thing I’m going. From there I figure out the right page design that’s going to have the highest conversion. Then we go deeper into the copy, the elements the images. All the other pieces we go deeper and deeper and deeper in. but it starts with two radically different looks and feel. That’s the key in my mind.

Because if I would have done, and that split test specifically, if I would have done it the way that they were suggesting, I would have picked the one that was the loser, and I would have started split testing headlines of the loser. And I don’t care how long I tried, what do they say? You can’t polish a turd. I could have kept polishing that thing forever and 15 years from now, I never would have had a winner. But instead I had two radically different things and found out, “Wow, this direction is dramatically better than that one. Now I’ve got this nice shiny diamond and now I start going in there and chiseling away and making it perfect.“

Not that the message of this podcast, was not to teach you guys split testing, but It’s teaching you don’t get offended by people marketing. Don’t leave comments about how you’re frustrated about something that you don’t understand because it’s not the way you would do it, because maybe you’re wrong. Maybe somebody else isn’t. I also wanted to drop the whole pile of cash rule because I think that it’s a good rule for everyone to live by. With that said, thank you Matt Bacak for that idea. I’m going to come back to that and start sharing that more often with people. Look at where and how you’re getting your advice from. Follow the piles of cash.

So that’s it you guys. Appreciate you all. Remember the big piles of cash. Look and take advice from those whose are bigger than yours and those who are smaller, don’t pay any attention right now, because it will save you a lot of time, frustration and headache. So there you go guys. Appreciate you all, have an amazing days and I’ll talk to you all again soon.

A cool new strategy I learned from Perry Belcher, kept me up all night Christmas Eve. Discover how a “tripwire offer” can change your entire business overnight.

---Transcript---

Everyone, good morning. It’s the day after Christmas, and I want to welcome you to the Marketing In Your Car podcast. Okay, everyone, so, I don’t know about you, but the last two days have been crazy. Partially because of Christmas, partially because I bought a course. And the night before Christmas, I only had two hours of sleep because I couldn’t stop listening to it, and it was awesome.

So, the product is called, it was Perry Belcher’s Secret Selling System. And if any of you guys know me, you know that I’ve spent close to $300,000 or more on my marketing education in the last ten years. And this product, I would say, would be one of the top three courses I’ve ever gone through. Amazing. Anyway, the, not Christmas Eve, the night before Christmas Eve, I was listening to it.

My wife passed out, and I was not quite tired yet, so I put it in. I started listening. I was like, 10 or 11 hours into it, and Perry started talking about this concept called The Trip Wire Offer. And that’s what kept me up all night long the night before Christmas, and then the next night we had Christmas Eve. So, I’m really tired right now, but I’m so excited it does not even matter.

So what I want to talk to you is about the trip wire offer, because this will change my business forever, and it should change your business forever as well. If you don’t have Perry’s course yet, go and find it. I don’t know how to even buy it. It was an upsell for something but if you can get a hold of it, do anything you can to get it. It’s amazing.

Anyway, so, with that said, the trip wire offer, I want to talk about what this is. And this is not something that’s new to me, but this is something I completely forgot. If any of you guys have been around me for a long time, you probably remember a course that we taught a while ago called Micro Continuity. It was by far our best selling product ever, and we launched it. What we did is, little did I know at the time, we had a trip wire offer.

I actually went to Hong Kong, well, I didn’t go to Hong Kong. I went online, I met this dude in Hong Kong, who sold these little MP3 players. And I took a six-hour trading course and I put it on this little MP3 player. And when we launched it, people bought this MP3 player for free, plus shipping. And then I would ship it out to them, and afterwards we would bill them $97 a month to have access to the Micro Continuity membership site.

And like I said, we launched that, we did well over $1 million. We had, I think we had 8000 people pay $97 a month at the time. And it was awesome. And we, a little while later we did the same kind of concept with 12 Month Internet Millionaire. We got an MP3 player and sold it, and we had these little offers. We had this cool gadget, and it blew up.

Now, there were two problems with the way we ran that before. Problem number one is we were cooking continuity in all of the things. Which isn’t really a big problem, we made a ton of money. The big problem though was that a lot of people just didn’t know they were getting billed. FTC came down, Visa and MasterCard came down, and just started hating those offers. And so, they penalized us, we lost our merchant account for a little while because of it.

And they just didn’t like the free plus shipping we put someone on forced continuity afterwards. And so, that was kind of frustrating for me. And because of that we stopped doing those types of offers. Because I thought that there weren’t any good unless you had a continuity hook to it. But looking back on it now, what was amazing was we did the free plus shipping thing, and we would get so many more people in the front door.

And then, because they made that first commitment, our upsells converted amazingly. We made insane amounts of money. Our ups, I remember for every free MP3 player we were giving away, we were averaging between $60 and $70 in sales from upsales.

Then we have the continuity after that. Again, stupid Russell, because I lost my ability to do the continuity, I just quit doing those things altogether whereas if I had pulled continuity out of the equation and just gave away the free mp3 player and I had the upsells afterward, I still would have made a couple million dollars just from those offers yet I stopped stupidly. So Russell has decided to repent and start doing offers like that again, the tripwire offer.

An example of the tripwire offer is something that’s so amazing, so good, and super cheap that people just buy it. You get somebody in the buying mood, they’ve already said yes to the first thing and they start buying the upsells right afterward. Some examples from Ryan and Perry’s business, I bought three or four of them this weekend and promoted one this weekend just to see how it went. One of them is in their survival business. They have these cool little credit card knives. Basically, you pay $2.95 and they ship you out a free credit card knife. It looks like a credit card and it folds into your knife. You keep it in your wallet. It’s awesome.

I bought one of those and boom, they hit me with three upsells afterward. Then I bought this other one that was this instant light match that lights 10,000 times in a row, boom, free plus shipping. I paid $2.95 shipping and handling, and boom, they had three upsells afterward. Then I bought another one that was this super magic gadget card. I don’t even know, it opens cans and does a whole bunch of things like that. Same thing, $2.95, upsold me three things afterward.

It’s just brilliant because it’s this really cool offer. People love it. They’re very easy to put on Facebook. People pass them along a lot of times. In fact, the first time I found out about Perry and Ryan’s credit card offers, because I saw it on Facebook, everyone is sharing it and passing it around, it had been shared 3000 or 4000 times, this cool free card. I went to contact them to become an affiliate for it and they’re like, “Oh, we don’t have an affiliate program yet.”

All these people were passing it and sharing it, and they weren’t even making anything off of it, just because it was such a cool front end offer. I started thinking about that for my different businesses. For our weight loss business, I’m meeting tomorrow with some guys who do sourcing from China to try to find a couple different things that we can use this on. I’m going to have them look for a pedometer, those things you hold when you walk and it shows how many steps you take, looking for a skin fold tester, looking for a tape measure, different things like that that we can give away for free plus shipping, and then get people into our funnel.

In the information business, I’m looking again for more mp3 players, for USB sticks, things like that. For our couponing business, we’re looking for stuff. I’m trying to find as many things as I can because they’re sexy to advertise. They go viral. You get someone as a customer, they’re more likely to buy your upsells afterwards, and they’re awesome.

They don’t have to be free plus shipping. Ryan and Perry, a lot of their tripwire offers are just like seven dollar reports that are based off one little thing, one trick, one technique, one hack. We’re going to start finding all these little hacks, tricks, and techniques, and start making little tripwire offers to bring people into our funnels.

In fact, for each one of our core offers, we’re going to build five or six different tripwires around it. For example, Dot Com Secrets to Success, I have five or six different tripwires in mind that we’re going to build for that. Dot Com Secrets Lab, in fact, I came in early today because I’m excited to build out this new tripwire offer I have for Dot Com Secrets Lab, all these little tripwire offers that get people into your funnel to start buying your upsells.

They join your list, people promote these things, and you can make a lot of money. They’re really fun for affiliates as well. Ryan and Perry with their credit card knife, they had an affiliate contest going on.  Basically, you give away a free credit card knife and they give you $10 for every credit card knife you give away. You don’t get anything on the upsells but I was like, “You know what? It’s a fun thing.”

I emailed yesterday, on Christmas Day, saying, “Hey, check out what I bought myself for Christmas. It’s this cool credit card knife. It was free. I just paid $2.95 shipping and handling. You guys should get one too because they’re really cool.” That was 12 hours ago, probably 18 hours ago I emailed that out. So far, we’ve had 99 people take the thing so I made almost $1000 by giving away a free credit card knife. People are excited. They love it and they’re passing it on.

It’s kind of cool and kind of exciting. It got me refired up. You guys, tripwire offers. Start thinking about how you can make a tripwire offer or multiple for any of your core products. I promise you, there is power in that. Anyway, I’m at the office. I’m going to go work on my new tripwire. I’m fired up. I’m excited. I hope you are as well. Thanks you guys, and we will talk to you soon.

What area in life are you struggling with today?… Good marketing will solve EVERY problem.

On this episode, Russell talks about good marketing, and why it can solve every problem in your life.  He also goes over why bad marketing is destroying the Boise State Wrestling Program and how good marketing could fix it.

Here are 3 cool things you’ll learn in today’s episode:

• Why Russell isn’t currently donating time or money to the Boise State Wrestling Program.
• How good marketing has the potential to save the Boise State Wrestling Program.
• And  how applying good marketing into every aspect of your life (yes marriage, relationships, finances, business, etc…) will make it better.

So listen in below to discover how to solve problems in all aspects of life with the power of good marketing.

---Transcript---

Hey everyone, right now I’m actually in the middle of a carwash and this is a first for Marketing In Your Car. Alright everyone, if you guys can hear me or not, we are in the middle of a carwash.  I hope you can hear this; it’s kind of loud outside. I got car washed a week ago and then I had it the other day and it rained, just drizzled a little bit, and then my cars been spotted for the last week and I’m like, you know what I’m going to go and get this washed so that it doesn’t look like I’m driving a car that’s been sitting out for the last 2 weeks or whatever.

That’s where we are at, that’s the water going over us if you can hear that. Now we’re moving to the extreme polish section. Sweet, it’s dumping tons and tons of suds all over me and there’s all these crazy lines of red, green, I feel like I’m in a disco right now. This looks awesome from the inside. This is one of those carwashes you drive in and put your car in neutral and it pulls you through the whole thing while it’s washing everything. I think my wife might be behind me. There’s a car that’s just like my wife’s behind me, which would be really weird. Who knows? Maybe she’s getting her car washed today too.

I’m driving the Corvette, so the guy was staring at me, looking at me he’s like, “Nice car.” I’m like, “Thanks.” Anyway, I have some serious stuff to talk about, but I want to wait til I can hear you and you can hear me. We’re about to pass through to the end. The final scrubbing and wax It says the element of protection is going through, now it’s rinsing off all the bubbles. And now we’re about to go through the part where they crank on the heat and the air, and it’s going to blow all this water away. And here it comes. This is my favorite part. Right now all the water is being blown up the windshield so it feels like, it’s awesome. And check that out you guys, I’ve got a car now that is clean. It’s not completely dry but it’s mostly dry. Oh here comes the last phase, oh, I see flames. Alright you guys, now we’ve experienced a carwash on Marketing In Your Car. It doesn’t get any better than that.

What I’m doing right now, it’s getting loud again. So I’m going to actually pause it for a second, because I gotta go vacuum out the inside real quick, then I got something very important to talk to you about. So that’s the game plan, I will see you guys in a few minutes here. We will pick up where we left off.

Alright, alright, we are back on the road, and ready for an amazing day. So what I want to talk about today is a very important subject, in fact it is the most important subject, arguably that you will have to learn about or think about in your life. And that is very broad, but it’s important and I’ll explain why here in a second. It’s marketing. Marketing matters. I was going to say that it’s the only thing that matters, but that’s not quite true, but it’s the only thing that matters if you want anything in life. So there you go.

Now kind of to explain this; most of you guys know, if not you need to go back and listen to all the other 5000 episodes to catch up with who I am. But, I’m a wrestler. I grew up, was a wrestler in high school, was a state champ, took 2^nd place in the country, was an all American. I went to Brigham Young University for a year, wrestled there. They dropped the wrestling program, transferred to Boise State, wrestled here, finished up my wrestling career here and then later went and tried to try out for the Olympics. We kind of built an Olympic training center here in Boise Idaho. I employed half the Olympic team to wrestle when our company was at a big peak, and then the company kind of collapsed, I had to cut the program and that really sucked.

But, there’s my wrestling background in a nutshell. So I love it more than probably everyone on earth. I spent over $600,000 that year on the wrestling program and it didn’t go anywhere, which is a lot of money to throw away. But that’s how much I love wrestling. So yesterday morning I get an email from some of the wrestlers on the team and they’re talking about the Boise State coaches. I wrestled Boise State and we had two coaches. The head coach and assistant coach. The head coach, while he was a really nice guy, horrible marketer. Worst marketer on planet Earth. Can’t recruit, can’t train, can’t sell anybody in anything, somehow he got the head coach job. He’s kind of been there forever so when the old coach left they let him come in there. He’s kind of run the program into the ground, and instead of noticing that and being like, “Hey I should surround myself with great people.” He did the other thing, which is “Let me get rid of everyone around me who knows what they’re doing to make me look better.” And I had that same thing happen…….

It’s something that’s common among wrestlers and among leaders who aren’t necessarily great leaders. So instead of trying to up their skills they fire and they cut the people around them and make them look better. Which by the way, horrible management idea. To anyone that’s followed my podcast, or what I believe. I’m the other way, I surround myself with A player geniuses that are smarter than me, because they make me look good. That’s kind of the opposite. But for him the idea was, “Hey, I’m gonna cut people around me who are doing good stuff because it’ll make me look better.” So yesterday he actually fired the assistant coach, which is insane because the assistant coach ran the whole program, did all the recruiting, did everything. But because of that, it made him look bad, so instead of being grateful and appreciative to that person like he should have been, he instead fired him, so that it would make him feel more secure in his role.

Now there is a huge uproar in the wrestling community here. So I got on this email chain that went on back and forth and back and forth all day long with people who want to get our coach fired. Trying to talk to the administrator and all sorts of things. Reinstate the assistant coach in place of the head coach and all sorts of crazy things. I just mentioned really quickly, “Okay, I agree there needs to be a change. I don’t invest money in the Boise State wrestling program anymore, because of some issues. And I would love to invest money back in the program. I love wrestling, I love Boise State, but I haven’t because a lot of the issues that everyone is talking about right now.” So one of the guys messages me and he’s like, “Well as a potential investor, what things would you like to see that would make it so you would be willing to give money.” They said, “Please be brutally honest.”

So that should be an entrance way to give me the ability to say what I really believe, and then should listen, they should shut their mouths, listen because you asked me to be brutally honest. So I went through and I was brutally honest. “These are the reasons I would not give money to the Boise State Wrestling program today.” And I gave the reasons, boom, boom, boom, boom.

A marketer would have looked at that and said wow, if you guys came to the funnel hacking event, it talked a lot about how, “Here’s the 3 step process to build the business. Step 1 find a market, step 2 ask them what they want, step 3 give it to them.” So you’re trying to figure out how to get money from me, so I say here are the reasons I’m not giving you money. The smart thing a marketer would say, “Wow, he told me exactly how to sell him.” And you come back and say, “Russell, sweet. You want this, I will do this.” And you would give me what I asked you for, and I will give you money. It’s so simple. All you need to do is just listen to what I said, and then give it to me and you get free money for doing nothing. That was what should have happened.

Instead, this guy, bless him he’s a wrestling coach….I don’t know. I love wrestlers, but…….anyway, he came back on every one of the reasons why I said I don’t currently invest and instead of saying “wow, let me fix that so you will give me money for free. Came back and fought me on every single one, and insulted me on multiple of them. I was just like, “Are you freaking kidding me.” I am telling you what it will take for me to give you money and instead of saying, wow let’s do that so you will give me money. He came back and fought me on every single point, insulted me on multiple ones and basically told me I wasn’t a true wrestling fan. I was like, “Are you freaking kidding me. Four years ago I spent 600,00 on wrestling here in Boise to make Boise wrestling better. In the last 12 months I’ve spent I probably won’t say, but insane amounts of money. More than the entire budget of the Boise State wrestling team for the next five years on my own wrestling room. I love wrestling more than anyone. Period. The end.

For you to come in and attack me and insult me like that, now I sure as heck don’t want to give you money first off, second off, your problems are all business issues you’re struggling with. And you’ll have a bunch of wrestlers that don’t know anything about business trying to solve these business issues. There are a couple of people in our little community who are business owners who actually know how to build a business and help solve these problems, but instead of listening to people who actually know how to run big organizations and made tens of millions of dollars doing it, you insult them because we don’t agree how it’s been run up to this point, which obviously hasn’t been a good job and that’s why it’s gotten to the point it is today.

It was just kind of interesting to me. In all of my points, the things that I wanted so I would give them more money, were nothing like, “Russell needs a statue of himself in the wrestling room.” Although that would be pretty dang cool. All of them were like, “I didn’t know about any of the events last year. I only went to one match because I didn’t know about it. We don’t market to our own people. If me, Russell, who is obsessed with wrestling, who spent $150,000 to build his own wrestling room in his backyard, doesn’t know there’s a match coming up, there’s a problem there.

Instead of saying, “Wow, you’re right Russell. As someone who’s marketing and sold tens of millions of dollars a year in your own products and services, would you mind giving us some advice on how to market this?” I would say, “I would love to donate my time and my energy to a cause I believe in which is wrestling.” But instead they come back and say, “All the true fans know when the matches are, those who don’t we should probably try a little harder to let you guys know about it.” Are you kidding me. I’m saying I will give you more money if you will effectively market your business, that’s what I told them and instead of asking me the best way to do that, they fought back on every single one.

My dad started this All-star Match in Utah to be able to fundraise for Utah Valley Wrestling. When BYU dropped the wrestling program, I was there, they dropped the program and my dad came back and built the coalition and teamed it, “Save wrestling in Utah” and they actually started a new wrestling program called Utah Valley Wrestling at UVU. My dad’s All-star match is running for 18 years, makes about $25,000 a year through this All-star match for the thing. I said, “You guys should run an All-star match.” I told them this a couple of weeks ago, and they’re like, ”We have. We’ve run one for two years in a row.” I’m like, “Really, how much money did it make.” “Last year it did $3 grand and this year $4 grand.” And I asked how they ran it and they were running everything wrong. So I asked my dad, “This is what’s happening in the program. You’ve been running one for 19 years, what would you do differently?” and he told me, “Here’s all the issues. First off, you guys are doing it after the wrestling season, which means…..this issue, this issue….” And he went on all the issues and he talked about how he marketed it and how he got coverage in the newspapers and all this stuff. And my dad marketed it and successfully. It has become a huge fundraiser. Raised over a quarter of a million dollars for the wrestling program through this thing he did.

So one of my things was like…and Boise State, they fundraise every year by doing a golf tournament, I was like, “We’re wrestlers, we should do wresting stuff to raise money for wrestling. I’m not going to go to a golf tournament and give my money to wrestling. That’s stupid. We need to use wrestling. We need wrestling camps, with junior wrestlers coaching these camps. That’s just common sense. Things that revolve around wrestling to raise money for wrestling. We had an All-star match, apparently you guys from last year, has been a complete bomb. If you want my money we need someone to run a good allstar match. My dad has run one successfully for 19 years in Utah and raised $25,000 a year. Not one person has ever asked him how he did it. If you want me to donate my money, we’ve gotta become business owners and marketers and focus on those things.”

So Instead of him saying, “Wow, can I talk to your dad” He comes back and says, ”First off, we’ve run this thing two years in a row and it has not been a failure, it’s been a huge success.” Then he starts going and getting defensive and talking about all the reasons this thing was a big success. I didn’t even respond. I just pushed it off. I’m using this podcast as my way to vent because I was frustrated. But I was like, Okay, what constitutes success for you? Was it a good wrestling match? Probably was. Did the athletes have a good time? Yeah, probably did. Did the few people who actually knew about it have a good time? Yes, they did. So from your standpoint as a wrestling coach it was a huge success. As a business owner, making $3000 from an event like that is a huge failure, horrible failure.

If my employees ran that, I would have fired them. I’m not saying from a, we ran a good event standpoint, it wasn’t a good, I’m sure it was. But as a business venture, it was ran horribly. And just from my 5 minute conversation with my dad I know 8 things they did wrong. If they just would have asked they would have known. I didn’t even know that we had an All-star match in Idaho until I told them they should start one. Oh we have for two years. How have I never heard about it?

These guys are missing the whole point. So what I’ve found in my life, and I think its true is almost every single problem in life can be solved with good marketing. That’s it. And until people understand that and embrace that, they’re going to continue to suffer from mediocrity. Think about any aspect of your life. Let’s say you’re like, “I don’t have a girlfriend. My life sucks.” How do you fix that problem? You learn how to market yourself. That’s it. If you don’t have a girlfriend or a wife or a spouse or a husband, or whatever the issue is, it’s because you suck at marketing yourself. That’s it. Any other excuse you give yourself is just BS, you suck at marketing yourself. “No one’s coming to my business. No one’s buying my products.” There’s only one problem, you suck at marketing your products. That’s it. That’s why nobody’s coming to buy your thing. “No one’s coming to my wrestling tournaments.” Because you suck at marketing. “No athletes want to join our team. “ Because you suck at marketing.

Every problem in life can be fixed with good marketing. I’m convinced of it. I don’t care what it is. You give me any problem, anything, it’s because you suck at marketing. That’s the issue. That’s the overlying issue. I look at the problems I have in my life, even in the ones in my personal life. If I was to be completely honest and look back at myself and ask myself a question, my question was, “Russell, why are you horrible at this aspect of your life?” and if I was honest with myself it’s because I sucked at marketing myself in that aspect of my life. That’s it.

So for you guys, who may not be wrestling coaches or people who care about that, but care about other aspects of your life? If you are not successful at anything that you want to be successful today, it’s because you suck at marketing, and it’s time to up your game and start becoming a student of marketing. Someone told me one time, “Russell, you are so smart. That’s how come you’re a multimillionaire.” And I was like, “It has nothing to do with being smarter.” This guy was a doctor. I’m like, “You are a million times smarter than me, infinity times smarter than me, maybe ten infinity times smarter than me. The only difference between me and you is I focus my time and energy on something that produces cash. Marketing. You focus the same amount of effort on how to become a doctor. Unfortunately while doctors get paid a lot, you don’t get paid nearly as much as someone who focuses on marketing. It’s just how the world works.” So for those of you guys out there who want to solve any area of your life, business, relationships, everything, the most important thing you can do is up your game in marketing.

It’s time to become a student of it. It’s not time to quit dabbling like, “I read an e-book, I read the blogs…” It’s time to become a student of marketing. If you come into my office, you will see ten walls wrapped in books from top to bottom, every marketing and sales book known to man. I’ve upped my game. It’s important to me. I love marketing and if you don’t love marketing yet, it’s time to step up your game and become a student of it and to become someone who loves it. If you love marketing, you love this game; it’ll transform your life in all aspects. Business, financially, if you want to raise money for charity, whatever it is that you want to accomplish in life, all those problems, the issues, the headaches that you’re struggling with will all be solved with good marketing.

So that is my message and my rant for today. I’m hoping that the wrestling team will see the light of day. A bunch of guys are going to talk to the administrators. My goal, what I hope happens, is that they clear house, let go of everyone, bring in a new team and allow people like me and a couple of other people who run successful businesses to come in and run this thing like a business. If we do that Boise State Wrestling will be saved and become an amazing program. And guess what? Our athletes will win. And they’re not going to win by having better wrestling coaches. They’re going to win because they have better marketing. That’s how you get good recruits. You get good recruits with good marketing. You get people to show up to your matches because of good marketing. Everything comes around with marketing.

I look at guys like Dan Gable the greatest wrestler in our sport. Not only was he one of the best athletes of all time, he’s the best coach of all time. After he won the Olympics, he went and started at Iowa State became head coach of the Hawkeyes, won 23 national titles in a row. Something crazy like that, and if you go to an Iowa Hawkeye event, there’s the entire auditorium is completely filled and you’re like, “Man, How did Dan Gable do that? He must have been a really good wrestler.” Yes, he was but that’s not how you fill events. You fill events by being good marketers. You become national champs by being good marketers and recruiting the best talent in the world to where you are at. I would say Dan Gable was probably the best wrestling coach in the world, and he was definitely the best wrestler marketer in the world.

I was talking to a bunch of the guys and they talked about how a lot of schools will wrestle and they’ll ride people, they’ll turn them over and pin them. While that’s good from a wrestling standpoint, it’s not fun to watch. If they drilled them like…..if we want to get fans to show up we have to have a wrestling style that’s fun to watch. We need to dominate people; we need to push them over. If we’re going to get people to show up, this is a show. This is show business; we gotta give them a good show. You give them a good show and people show up.

So I did that, and they went from being this sport that nobody cares about, if you go to an Iowa Hawkeye event, you’re looking at 30 or 40,000 fans going nuts, because they built it as a show because Dan Gable is a good marketer. That’s it you guys. Good marketing solves all problems. Not some problems, solves all problems. That’s how I really feel. So there you go, you guys. Rant over. I’m heading into the office, get some stuff done. Go up my game with some more marketing. I gotta learn, I gotta educate and prepare. I gotta be good enough to accomplish my tasks. That’s my plan for today; I hope it is for you as well. That’s it you guys. Talk to you all again soon.

Until you’ve cycled at least once, I can’t be your business partner.

On today’s episode Russell talks about why successful people aren’t as cool as they think they are. He admits to falling into this same pattern and how he has been able to be a lot more humble.

Here are some fun things you’ll hear on this episode:

• Why Russell thought he was cool when he had some success and how he was humbled.
• Why Russell’s failed ventures have made him realize he isn’t as cool as he thought.
• And why a fellow marketer got angry with Russell on a marketing cruise and ended up blowing a big opportunity.

Listen below to hear why you aren’t as cool as you might think you are.

---Transcript---

Hey everyone, this is Russell Brunson and I want to welcome you to another exciting, emotional, awesome Marketing in Your Car.

Hey everyone, I just got out of the gym today. I was thinking a lot. I actually did a podcast last night but we’re going to do another one because I just want to talk about something that I think is very important for everyone to hear, especially me, especially pretty much everyone.

The moral of this podcast, I’ll tell you the moral first and then we’ll dig into the actual nuts and bolts behind it. The moral of the story is you are not as cool as you think. It’s funny, in the world that we live in, the world that I’m in, it’s amazing to me how impressed people are with themselves. It drives me insane.

I don’t know what it is but when people have a little bit of success, they just become super impressed with themselves, and rightfully so but there comes a time I think in most entrepreneurs’ lives where you realize that you’re not as cool as you think you are. The sooner that happens for you, the better.

If it hasn’t happened for you yet, I want to give you the blessing of letting you know that you’re not as cool as you think. I remember when I first got started in this business, and things started happening and started making money, man, I thought I was the coolest thing in the world. I was unstoppable. I started making stupid decisions because I thought I was invincible, and grew my company really, really quick, and then lost it all because of stupid decisions.

You think after almost losing it all once, I would have been a little bit smarter, but no, instead, I got a little more success again, things came back, and the second time I built it twice as big. We had 100 employees and I was so impressed with myself. I was so awesome. I loved telling people how many employees I had.

Then guess what happened? I made some more stupid decisions, and I lost it all again. I remember for a long time being really depressed about that. Then one time, I was in Mexico hanging out with some really cool marketers. There was this guy named Robert Hirsch. We were talking about our businesses, our careers, and our paths.

I was telling him about my two ups and downs in my business so far. He goes, “Oh good, you’ve cycled twice.” I go, “What do you mean?” He’s like, “Yeah, you’ve cycled twice. I refuse to work with entrepreneurs who haven’t cycled at least once.” I’m like, “What do you mean?”

He’s like, “Every business has these ups and downs. When you have your first up, you think you’re invincible and you drink your own Kool-Aid and you believe it.” He said, “I refuse to work with entrepreneurs that way because they still believe they’re cooler than they are. They don’t understand that there are so many things external from them that make them successful, and it’s not themselves. They’re not as cool as they think they are.”

He said, “The fact that you’ve cycled twice means that you hopefully have learned from the second time and the first time, and hopefully you don’t think you’re as cool as you think you are.” I remember when he said that, I was like, “You know what? That’s pretty powerful.”

I think it’s important to understand that. I’ve tried. Again, I’m not perfect by any stretch of the imagination but I’ve tried since my last cycle to be a lot more humble and to realize that it’s not me. It’s people around me. It’s our customers. It’s all these amazing things. I take it way more, I don’t take it for granted. I’m a lot more appreciative.

I try to be careful when I make decisions now, and things like that. That concept has reared its head this week on the whole marketer’s cruise. Before we went on the cruise, supposedly, I didn’t even know this, but some guy messaged Brent on my team and said, “Hey, I’m going to be on the marketer’s cruise. I’d love to meet you.”

Brent is like, “Cool, yeah, come find us, we’d love to meet you too.” That’s where it left off. We’re on this cruise, 700 other marketers mind you, plus 1300 guests, so 2000 people here. I first off didn’t know who the guy was, didn’t know he was supposed to meet us. Brent has messaged him on Facebook for 30 seconds maybe, didn’t know his name or picture, just some guy.

I probably got at least 15 to 20 people before the cruise who said, “Hey, I want to meet you.” I’m like, “Alright, I’m there, come find me.” Supposedly, this guy was pissed off and upset because I didn’t come and find him. Again, I have no idea who he is from Adam yet he obviously knows who I am.

Anyway, the last night I guess, he bumps into Todd, one of my partners in Click Funnels and was all yelling at him and pissed about the fact that we’ve been ignoring him. Todd is like, “I don’t even know who you are. Who in the world are you?” so Todd tries to calm him down and everything.

I guess when all was said and done, all he really wanted was an affiliate link. Todd was like, “Okay, we’ll get you an affiliate link.” Yesterday, this guy Facebooks Brent, yelling at him about how we all ignored him, how rude we were, and all this stuff. We’re like, “We don’t even know who you are. We were there every night talking. You know who we are. We had no idea who you are. Why wouldn’t you come up and talk to us?”

He comes back and he’s like, “No, it was not that you guys didn’t know who I was. You were purposely ignoring me. I’m so big, I got this and this. I’m so famous, blah, blah,” all this stuff. It was so weird. I remember thinking back and saying, “Wow, this guy, because his ego is so big, because he thinks he’s cooler than he is and because he believes that, he just missed out on some amazing opportunities.

Had he come up to me and said, “Hey Russell, I’m so-and-so. I messaged Brent. I’d love to meet you,” I probably would have hit it off and become good friends. I remember in the guy’s Facebook message, he’s also pissed because I did meet a really cool guy. There was this guy who runs a karate thing back east. His name is Jeff.

We hit it off. He’s a jiu jitsu guy. I’m a wrestler. We actually wrestled twice. We went to the yoga room on a hardwood floor, laid out some yoga mats, and wrestled twice. I still have bruises on my knees and bruises on my neck from choking me out because we had so much fun, and hit it off with this guy.

Man, I love this guy, I love his family, I love everything about him. We’re trying to help him and serve him, and how we can take his business and him to the next level. We’re doing everything we can now to serve him because he didn’t think he was cooler than he is. He’s just a cool guy who got to know us at a personal level, and we got to know him, and had a great time with him.

Because of that, the relationship he’s built, I would be shocked if the relationship we have with him now, if he doesn’t make millions of dollars in the next couple of years from that. It wasn’t because again, he was saying, “Oh, do you know who I am? I’m the biggest karate guy in the east.” He didn’t do any of that. It was just because he was a cool guy.

It was just a reminder to me. I think about the people I deal with in business and I think about myself. I think about other people, and I just want to make sure everyone knows that you’re not as cool as you think you are. This stuff is happening, these are blessings that have been given to us. Don’t take those things for granted. Be grateful for them.

Never think that you’re too big to talk to someone. Never think that people should acknowledge you and know who you are. It was funny, on the cruise, every person I met, I tried to introduce myself and say who I was because some people, it was funny, you see some people who are just like, “Oh, you don’t know who I am?” and they walk away.

For me, I don’t assume that people know who I am. I assume that they don’t and I try to get to know them. It’s just a better way to live. My encouragement for today, you guys, is understand first off that you’re not cooler than you are. You probably are pretty cool but just remember that all entrepreneurs cycle.

If you haven’t cycled yet, you’re going to. If you’re dumb like me, you’ll cycle twice, and hopefully it doesn’t happen to me a third time but I’m sure it might. I just want to be humble enough to accept it when it comes, and to dust myself off, get back up, and make sure I take care of other people around me so that when we go for the next round, the next cycle, the people that I love and care about are still there.

I hope that helps you guys. I hope you have an awesome day today. Go inspire people. Go change the world in your way, and see how you can serve people. If you do that, everything you want and need in life will come back to you. Thanks again, you guys. We’ll talk to you on the next Marketing in Your Car.

A bunch of the cool stuff I got from my day with Brendon Burchard.

On today’s special Marketing From An Airplane, Russell talks about a meeting he had with Brendon Burchard and why he is taking a private jet back home to Boise.

Here are some of the cool things you will get to hear in this episode:

• What cool ninja tricks Russell learned from Brendon and what ninja tricks Russell was able to give to him.
• How Brendon is able to take 17 weeks of vacation a year and why Russell wants to be able to do something similar.
• And the different approaches Russell and Brendon have when it comes to people recognizing them in public.

So listen below to hear about the awesome things Russell learned from Brendon and find out why you should never use the bathroom on a private jet.

---Transcript---

Hey everyone, this is Russell Brunson. I want to welcome you guys to, actually Marketing in Your Airplane. Hopefully you guys can hear me, it’s kind of loud in here. I’m literally in my own private airplane right now.

Let me tell you the back story. So earlier yesterday, actually it goes back a couple of weeks ago. A couple of weeks ago I went to a Mastermind meeting at Dean Graziosi’s office and a bunch of cool people were there. And one of the cool people was Brendon Burchard. Brendon and I met probably ten years ago. I always respected him, and we kind of talked a few times, but we never really got to know each other. That was the first mastermind we sat together for the whole day. Towards the end I was just like, man, if you look at our industry and then the personal development industry, we’re on the outside obviously because there’s no other options but in our world, me and him are definitely have the biggest companies.

We never hung out, we never shared notes or talked about what worked or what didn’t work, things like that. So I messaged him a couple days later, “Hey, we should get together and just hang out, and share notes on what we’re both doing and hopefully get some ideas.” And he was like, he gave me three days, “I got this day and this day and this day.” In different parts of the country, and I was like, “Vegas sounds perfect.” because it’s an easy flight out of Boise. So I booked the thing and then yesterday morning I woke up at 4 o’clock in the morning, flew out to hang out with him. We hung out all day and then I’ll talk about what we talked about here in a minute.

But then at the end of the day I get a message from Melanie, my assistant, actually voxed me and said, “Your flight got delayed, and it was a connecting flight, so that one you’re going to miss. I’m trying to find another flight, everything direct is sold out.” And all sorts of stuff. She couldn’t get me out that day. And then Brendon is like, “Oh don’t worry man. I’ll take care of you.” I’m like, “What’s that mean?” He’s like, “Hold on.” And he called a couple of numbers and he’s like, “Okay, there’s a jet picking you up in the morning and they’ll fly you back to Boise.” I’m like, “are you kidding me?”

Dang, look at that. Oh you guys can’t see it. I’m looking out the window and there’s a jet flying past this jet. There’s jet streams. What? That was cool.

Anyway, he’s got an account with JetSuite. He just called them up and then they flew to Vegas, and they picked me up this morning and now we’re flying back to Boise. And I’m literally the only person on this plane. There’s 4 seats, 2 pilots. And it’s the coolest thing in the world.

Also, by the way, we’re starting a vlog, so I’m recording this, so if you guys in the future can see our vlog, it’ll be episode three and we’ll show the whole story. Behind the scenes, show you the flight, if you guys want to see the visuals. You should probably see what I just saw, that’s where you go to check it out. Anyway, so that’s what’s happening right now. I’m flying back home and again, I was trying to fly in the morning and out at night, so I could get back home for Ellie’s soccer game tomorrow, but I missed it unfortunately.  Instead I’m flying in a private plane home, which is insane.

So I’m doing that right now. So while I’m flying home I’ve been kind of taking notes on the cool stuff that Brendon and I talked about. And I obviously can’t share with you, something I just can’t share because they were things he shared with me in confidence. But there are some things I definitely can share.

The number one cool thing, is this cool thing called JetSuite, which is the thing I’m on right now, literally. They pick you up, they fly you, they….I don’t know if it’s possible to get in Boise, but it’s definitely, at first gotta figure out. Honestly I walked right up, jumped in a plane. There’s no waiting and it’s funny because I bill my time, if someone wants to hire me for an hour, I don’t even know what it would be right now. Last time I did, it was 5 grand an hour. Since then I’ve had like five people try to do it, and I turned it down because I didn’t have time for it. Let’s just say it’s 5 grand an hour.

So I saved an hour being in airports. Probably two if you look at landing and coming. So that’s two hours. That’s 10 grand right there I just saved. And then on the flight, there’s wifi, there’s nobody here coughing on me, or sneezing on me. If I had business partners, and my wife and kids, I could get some cool connection time on the plane as opposed to sitting in a normal plane cramped and miserable. So that right there is awesome. So I’m going to be looking for that.

Let’s see, another thing, what’s interesting is Brendon and I were talking, we have different super powers that are different. I think what I’m really good at is building out amazing front end funnels that are profitable from day one. I look at every one of the funnels that we built, especially free plus shipping funnels, all those ones are optimally designed so that when we put a dollar into advertizing, it puts $50 back out immediately into sales. You guys have seen us talk about that, all our break even funnels and stuff like that. I’m really good at that.

And then I look at Brendon, and Brendon’s not quite as good at the front end funnels, but what he’s really good at, when someone comes into his funnels, for the next 400 days there’s a sequence he goes through and takes them through the 16 or whatever different courses he sells, he pushes people to different events, everything. He does 9 events a year and never promotes any of them outside of the follow up sequence that happens.  He brings someone in the funnel and then the sequence goes for 400+ days, fills 9 events a year. So with all the info products, all the courses, I’m not really looking to share his revenue, but you know, well over 8 figures, multiple 8 figures in this process.

So for him, he’s got these front end funnels that aren’t profitable up front. He drives insane amounts of traffic, and by day 60 he breaks even. It takes 60 days to break even and he knows that. So because of that he goes and spends tons of money of Facebook ads, YouTube ads and radio, those are his three big traffic sources right now, which is cool. I’m going to try radio with my book, which I cannot even wait to do.

And then I look at my business, I’m really good at break even, being profitable right out of the gate, but my long term funnels aren’t that long. I think it’s because, and I talked about this with the inner circle members. I think I had a podcast that talked about this too. But my creativity in our business for a long time was creating new offers, new businesses. That made 3 or 4 million dollars a year, and then we transitioned into having one focus, Clickfunnels, and created offers to get people into Clickfunnels. We went from 3 million to 30 million.

Then my goal to go from 30 to 100 is focusing on new traffic sources. And I look at Brendon, that’s what he’s done. He has these funnels and he’s focusing on traffic sources that he can bring in and then they break even after, hopefully within 60 days of bringing people in. So that’s been kind of my biggest takeaway, is that. He does typically someone comes in his funnel and there’ll be two or three weeks promoting one of his courses, and then he’ll have a two week buffer time. Which is two weeks of him sending amazing videos that tell stories, build relationships and doesn’t sell anything.

Then after two weeks of buffer, he sends people back into another two or three week period where he’s selling the next course. Then he’s got a two week buffer. Back and forth for 400 and something days, which is insanely cool. And I think that my problem, why I haven’t done that in the past is because I’m so excited about the new offer I’m creating all the time, I don’t want people in the long sequences, and I don’t know how to promote the next offer. And he was like, “Why do you keep creating offers.” He’s like, “That’s my problem, I have 16 courses. Why don’t you stop creating courses, and just plug them into this sequence and then you can just focus on driving traffic. That becomes your focal point.”

And the interesting thing about traffic, traffic is the one part of my business that doesn’t require me, which is interesting. The funnel part requires me, because it’s all my creativity, my voice, my videos, but on traffic, it’s like I can step back, and it’s John on my team and his team underneath him who drive the ads, that becomes the focal point. And it’s interesting because I love and I get so good at creating lots of funnels over and over again that I spend insane amounts of time, way too much time.

Brendon told me, I think he takes, I think he said, 17 weeks off a year. I think that’s what he said. 17! 17 weeks. That’s like 4 months, that’s more than 4 months. Over 4 months a year he takes off. I can’t do that, I don’t do that. I’m always in hustle mode, and I think that’s because I’m always creating the next funnels, push all the ads into that funnel and sell it as opposed to all these amazing funnels we’ve created and just put them into a killer, long sequence and then focus on the traffic. Which even the traffic part does not take my whole time. That was the big takeaway for me, that was the huge aha.

So I just kind of look at Brendon, imagine if you took your funnels, you broke even, you 3x’d on day one like we do with all of our funnels. Then instead of break even on day 60 you tripled on day one, and then from there you kept doing what you’re doing. So he was excited about that. I was showing him all our ninja hacks to 3x on day one. And he was showing all the ninja hacks where he can basically not work, because he’s got all the courses lined up sequentially. And it’s interesting, the logical sequential order of things, I always thought that Experts Academy was his biggest business, but it’s not.  In fact, High Performance Academy is his thing, his biggest, that’s his mission, that’s his “date with destiny”.

Tony Robbins has Date with Destiny, which is his pinnacle. For him High Performance Academy is his pinnacle event he’s trying to get people to. And so all of his funnels are focused on getting people, he has no sales people, no nothing. He also has a 30 thousand a year mastermind and a 60 thousand dollar a year mastermind, and a 250 thousand dollar a year, and all those masterminds he doesn’t have any sales people to sell them. They all just come through funnels, which is insane.

I’m like, “But with a sales person it’s really easy, it converts just as many people.” He’s like, “yeah, I don’t worry about that. I just put it out there and some people buy. I just jam enough traffic into it that if one out of every 10 thousand people buy, it all works.” I’m like, “Crazy.” It’s fun to see this whole business through a different lens than my own, which is really cool. So that was one of my biggest takeaways.

So for you guys, if you’re all like me and you work too hard, I think that’s the key. Quit creating tons of new funnels, which I know we all love, it’s so exciting. But focus on, it comes back to follow up funnels, action funnels, like we talked about at Funnel Hacking Live. It’s interesting, I think I did a presentation in December that showed how every dollar made in our break even funnels made $60.73 in our follow up funnels. That was with it in a short, 30 day follow up window, as opposed to what Brendon’s doing where it’s like 400 days.

So anyway, that’s something that I was literally sketching out in my notes from on my private plane. So crazy.  On the plane, trying to figure out how I’m going to do that and what is the sequential order of my products. If someone comes in, my first thing I want to have is Expert Secrets, from there Dotcom Secrets, from there what is the sequential order? What’s the pieces they need and the order they need them? How can I do it the cool way where I spend a couple of weeks getting people into the program, a couple of weeks telling stories, building value to now they love us, and a couple of weeks transitioning back and forth, back and forth.

I think my biggest fear when I look at this is how am I going to create 400 days follow up sequence? And I look at Brendon and he didn’t do a 400 day follow up sequence. He would build one and then another one. I think what I’m going to do is, here’s my thought, and I may change it, but I’ll share with you guys and maybe it’ll give you guys some ideas on your own. I’m going to spend the next 30 days building out a 30 day follow up funnel. So if someone buys the book or anything, whatever they buy, what’s the first thing I want to introduce them to? They buy the book and the book is the initial sequence or whatever. Then all those people, from all my front end offers, so I’m looking at I think 10 or 11 front end offers to bring people into it, all my break even funnels that I love.

So I have a break even funnel, they go to the initial sequence there, after they do then we dump them from there into, and I’ll probably call to action funnel and call it the first 30 days, and then the first 30 days will be like, here’s the process for the first 30 days. Our number one goal for the first 30 days is to get them to buy Clickfunnels. So boom, I’ll take them through the sequence process and they’ll buy Clickfunnels, they’ll watch the webinar, we’ll indoctrinate and tell stories and all that kind of stuff. From there, we’ll share a bunch of content, maybe some Funnel Hacking Live videos to give value.

Then number two, now we got that. What’s the next thing we want to take? So then I’ll probably call it the second 30 days and then the third 30 days. I’ll probably create an action funnel for each one. And at the end of the first 30 days after I build that second 30 days, I’ll go back to the end of the first 30 days and I’ll add in a step in the action sequence that says, “When they finish day 30 move them to the second 30 day sequence.” Then everyone will be past that, then it will be automatically into the second sequence and that way I can just build out 30 days at a time and not stress out about how I’m going to build 400 days. No I’m just going to build 30 days at a time.

And then everyone that buys will be dumped in the first 30 days, here’s the sequence they go through. Everyone will go through the same sequence, same everything. Then at the end of that I’ll start building the next 30 days. Whenever I get it done, then I’ll dump all leads into the second 30 days and then I’ll hook it up so that everyone new coming in past day 30 si on the automatically shifted to the next action funnel. So it could be kind of cool. So maybe after I do this, this is actually a cool product.

That reminded me of something else. Okay, this might be a cool product I do. After I get the first 365, here’s the first 365 day follow up sequence, I may just want to buy that book. Here’s every email for the first 365 days when someone comes into our funnels. So maybe I’ll do that. Yeah, that’d be a cool product. So in a year, I’ll sell that to you guys if you want it. Yeah, that’d be kind of cool.

So this is a cool thing I got from Brendon, which is crazy. This is a couple of years ago, he did his, I can’t remember which course, Expert Academy, one of his products. He ended up selling 2500 of them at $2 grand a piece. A lot of money. Bu then afterwards he was like, “What do I do with all these people?” he was so proud of all the videos and email sequences and all the stuff he had built, so what he did was he took all of the prelaunch videos and burned them on a dvd and then got them all transcribed and then he took all the email swipe files, all that kind of stuff, got them all transcribed, put them in this big book and then he sold, I think for $97 you get the DVD, then the transcripts of the campaign. So anyway, so he sold for $97.

From that he sold over 60 thousand copies, 600 grand, 60 thousand copies at $97 a piece of the marketing material for people to see and model, which is crazy. Insanely crazy. In fact, oh my gosh I got an idea. I’ve got Funnel Hacker Swipe file.com, what if I did that with every campaign we did, start selling the swipe files? That’s interesting. Maybe I do it inside of funnel u? I don’t know, just gives me ideas. But it made an extra $600 grand after just selling the prelaunch materials to the same audience. 3 times bought the marketing material as people who bought the actual product. It’s crazy that people buy the product, the $97 thing he still sells at events everywhere else, people buy that and go through all his marketing material, and then they go back and buy his thousand dollar product now because they want it.

It’s kind of like what Frank Kern does. If you look at Frank Kern business funnel, he creates a product then launches it and after he sells him showing you what he did on that funnel and that’s it. Its like swipe files. Here’s the campaign plus the swipe files and it’s insanely cool. Anywho, so much cool stuff.

Alright, a couple of other cool things I learned from him. He’s obviously, he’s done two products with Oprah, so one of the interesting things he does with every one of his funnels, he has to make sure it’s Oprah proof. Oprah and her people literally go through all his funnels and it has to be clean enough that it’s Oprah proof.  I started thinking about that, are my funnels Oprah proof? Where someone like Oprah came through would they be offended, would they not like it or whatever? Oprah’s obviously not someone I’m going after, but who is the person I’m going after? Who are the people that I want to make sure….thinking about that, is the copy and positioning and all the stuff in your funnel, who is the dream person you want to go after? Would it pass their inspection and be like, this is cool and not scammy or spammy.

In fact, I went to one of my funnels the other day and some weird email came out and I was like, “Ugh.” I remember I hired this guy to write emails and he wrote that email and I’m like, it’s not congruent with me or what I say. So it’s something to think about. The other cool thing he showed me how to do with YouTube ads. So the thing with YouTube ads, there’s a YouTube ad that will be a video of him sharing  3 tips from his book and it pushes people to the book. And the people who watch that will be targeted to watch video number two, which has 3 more tips, and then push the book and then he targets those people to go to video number 3 which is now a recap, “Here’s the 6 tips I talked about before” and pushes them back to the book. And then if they haven’t bought the book after the 3 videos, then he puts them on a “Do not solicit” list. If they haven’t bought from three videos, they will never buy and they have no hope. And you should never follow them or show them ads again.  He puts them on a do not solicit list, which is kind of cool. Kind of a cool strategy as well.

What else, what else? So many cool things. I hope that gives you guys some cool stuff. It was legit amazing, and now I’m sitting in a jet. I have a new love and respect for Brendon. I always said he was cool, but I just didn’t know him or understand him and I think that I had kind of a misconception of him sometimes because, and it was interesting because I always thought he , in his mind he was kind of like me, he sees himself as a marketing dude, teaches marketing stuff. And as I talked to him, it’s completely opposite, he thinks of himself as first off an author, and then his goal, his whole dream in life is personal development and high performance, things like that.

In fact, his next book is called something about high performance as well. He spent two years with a whole research team creating insane stuff, building a test that measures high performance, that’s his huge passion. And he’s like, “I always teach the marketing stuff, you teach marketing better than me. Frank Kern teaches marketing better than me. I’m not the best marketing teacher but you’re all my people who come through all my high performance stuff that want to know how I build this company. So I do Expert Academy once a year just to be like, ‘here’s how I do it. I’m not the best but here’s what I do.’ And it’s become a big thing, but it’s not my focus or main thing. I don’t promote it, I don’t have any front end support. The only way people even know about Expert Academy is on day 200 of the funnel he introduces it to people.”

I was like, that’s really fascinating and interesting. Anyway, I thought that was really, really cool. That’s what I got. So that’s all I wanted to share with you guys I think today. So I’m going to be, I don’t know when I’m landing, but I’m going to keep taking notes and map this thing out. You guys will probably see the fruits of this. My goal, my big takeaways from this whole meeting is to be able to take my amazing funnels and build out an amazing sequence that extends for a long time and putting everything in sequential order and things like that. That’s my number one goal.

And my number two goal to that is from that be able to take more time off. He said he takes 17 weeks off in a year. I don’t know if I could do that, I think I would stress out. Plus, he doesn’t have kids and stuff like that. So he and his wife are able to be like, “Hey lets go to Bali this week.” Or “Hey, let’s go over here.” So they book out, they plan out each month where they’re going and its crazy. I can’t do that, because my kids have school and all these things. But maybe I could be like I’m going to take Friday off, or what if I came home every day at 3 when my kids got home,  or what if I did stuff like once a quarter took a weekend with my wife, or whatever those things are.

So I’m going to start playing with that. That was really inspiring for me. Oh the other cool thing I got from it. I did a podcast the other day how twice in Boise that day I had people come up to me, “Hey Russell.” And ask me questions about me and caught me off guard and I didn’t know how to handle it. It was cool, we were sitting there eating lunch and some guy ran up, “Russell Brunson, I’m a funnel hacker.” And it was kind of awkward for me, and I didn’t really say anything and the guy laughed and an hour later Brendon and I were walking and some guy ran up to Brendon like, “Dude! You’re Brendon Burchard!” It was kind of cool, we both had it happen to us while we were hanging out.

He handled it so much better than I did. It was so cool to see. I was just like, dang. Now I……it wsa cool to see that because he didn’t do what I do. Act like an idiot. He turned around and was like, legitimately excited, “You know who I am? How do you know about my work?” and the guy was like, he wanted to tell him, it was cool Brendon told me he learned that from Paula Abdul. That’s what Paula Abdul did. First off act all excited like, “Whoa.” Then ask them “how do you know my work? How do you know what I do.” And then they’ll be excited to tell the story of how they know you.

He’s also good at, my biggest problem is I think I fear the conversation with people because I don’t know how to end it. I get stuck in these awkward situations and I run away. So what he does is really cool. He asks them that question and then he starts turning his body like I gotta keep going, “That’s really cool. Okay, well we’re in a rush, we have to go but thank you so much for being a follower and a fan. Just so grateful for that.” And something like that. And then we’re able to break away and leave. I even told him after, “Dude, that was so good for me to see. Because I don’t know how to handle it. I don’t know how to take that kind of stuff. I’m not used to that. It just freaks me out and I look like an idiot. That way you handled it was super cool and it was fun to see that in a live version.” So that was pretty cool to see as well.

Anyway, that was the weekend, it was amazing. Now I’m sitting on a private jet and this is crazy. Only weird thing about it is if you look behind me, there’s a little toilet seat, and there’s a little curtain. Luckily I don’t have to go to the bathroom, but if I did that would be the only thing about private jets that’s not cool. There’s not a real bathroom. It’s like one of these seats you lift up the lid and there’s the potty, pooper, whatever you want to call it, the toilet, the crapper, whatever you want to call it. There’s the little curtain that you pull halfway over. And I guarantee it’d stink this place up and the pilots would kill me. I’m grateful I don’t have to go to the bathroom. Other than that, private planes are cool. Note to self, take one and make sure you go before you go.

There’s the practical advice. What’d you learn from Marketing In Your Car? I learned if you ever fly in a private plane, you go to the bathroom before you get on otherwise you stink out the pilots and they’ll hate you. Oh man.

Anyway, alright guys. Appreciate you, I can’t wait to get going with some of this stuff. Hopefully you guys got some cool lessons today like I did. Thank you Brendon, if you’re listening to this, for taking the day with me. That was the real cool thing, he was in the middle of editing his book, he still took the whole day and he was so present and relaxed and if it was me, I’d be stressed out the whole entire time.  Just coming back to he has his life structured to be able to handle this type of stuff and it was really impressive and cool to see. Anyway, I got a ton from it, hopefully you got something as well from listening in. Appreciate you all and I’ll talk to again when we get back on solid ground. Bye.

Russell Brunson talking about how the power of “rare” is more powerful then scarcity…

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Hey, everyone. This is Russell Brunson. I want to welcome you to the DotComSecrets “Marketing in Your Car” podcast. This is episode number one. This kind of makes me laugh, because this is something I’ve been talking about doing for five or six years, ever since I first learned what a podcast was. I have never actually done it, so this is the first podcast.

My game plan in this is that basically I have a five minute drive to work every day. I’m just going to dump some marketing ideas and concepts on you on my drive. It’s not going to be long or extensive, just about five to six minutes long, and that way, while you guys are driving to work every morning, hopefully you can listen to this as well and get some ideas for your business. That’s the game plan.

Today I want to talk about something that was kind of interesting to me. Saturday night, I was working on my computer late, and probably at about two in the morning or so is when my resistance to buying is at its lowest. Of course I decided, “I’m going to swing by eBay and see if there’s anything cool that I can buy,” which is usually a bad idea. Most days when I do that I end up a thousand dollars poorer, by the time it’s all said and done. That night was no different.

So I’m in there. I’m searching for stuff. I’m trying to find something to buy. I’m looking for different marketing things and typing all of my favorite guru’s names. Finally I found this product. It’s called something like “Guerrilla versus Gorilla”, like Jay Conrad Livingston’s guerrilla versus a gorilla. There was a whole CD course from Chet Holmes, Jay Conrad Livingston, and Jay Abraham.

When I first saw it, I was like, “Oh, this is cool,” and then I passed it, but I had it in my watch list. I went back later on that night, and I looked at it. I was looking closer. It was a cassette tape set, but Tape 2 to and Tape 4 were missing. I’m looking at it, and I’m going, “Oh man, it’s missing some tapes, so I’m probably not going to buy it,” but I was like, “I kind of want to buy it now, because this is kind of interesting to me. Let me go and see if I can’t find it anywhere else.”

I started searching everywhere else, and I kid you not, there is no copy of that product you can buy anywhere online at any site, even at their own site. It’s impossible. I searched for another hour trying to find a copy of that product. I couldn’t find it anywhere, so finally I came back to eBay. The only copy that’s there is missing 2 tapes, and it’s $200, but I go and I buy it really quickly, for $200, because I want this information. There’s no one else in the world that has it apparently. You can’t buy it anywhere, and so I bought that.

I told my brother. I’m like, “Scott, I just bought this thing, but Tapes 2 and 4 are gone. I need that information,” and so he searched for another hour or two trying to find a torrent site that would have them. We couldn’t find any torrent sites that had them, but finally there was this Internet marketing torrent site that he was able to find it on, and we were able to download it.

I’ve been listening to it this week, and it’s been great a great product. It really got me thinking a lot about the power, not so much of scarcity, but the power of rarity – of it being rare. I started thinking about how I could use that more in my business. I remember when I first got into this business, and I started learning how to do speaking, I started speaking at every single seminar. The very first seminar I ever spoke at was amazing, because they introduced me as this rare underground guy who never speaks, blah, blah, blah. Because of the fact that I was rare, the response was amazing.

After a year of me traveling the speaking circuits and speaking all of the time, I wasn’t that rare. Some of that disappears because they can go see you anywhere. After about a year and a half, I quit speaking, and now I only speak maybe once a year. Again, when I speak now, it’s kind of that rareness that comes out, and it’s different. I started thinking more about my marketing. How can I cause that?

One of my mentors and someone I’ve worked with a lot over the last years is Dan Kennedy, and Dan always talks about positioning yourself as the guru on the top of the mountain. People can see where you are, but they can’t get there directly. They have to buy things to get closer and closer to you. With Dan Kennedy obviously, you have their $40 or $50 a month newsletter, and then their $200 a month newsletter, and then their Mastermind Groups. The more money you pay, the closer to the guru you get. I just wanted to kind of throw that out there, not so much to tell you what to do, but just to get the wheels in your head spinning.

How can you become more rare, which will increase the demand for you for your time, for whatever it might be? If you’re in a consulting business, the rarer you can make your time, the more you can charge. From a publishing standpoint, if you’re blogging all of the time…

I’ve been watching recently – Ryan Deiss has been launching his Authority ROI product. I’ve been watching his prelaunch and stuff, and it’s interesting. He’s talking about bringing in a whole bunch of guest bloggers to post on your blog. I think what’s interesting about that is that fact that now you can keep consistently updating your blog and having new stuff happening so that there’s content, there’s excitement, there’s stuff still happening, but you can step back yourself and become more of a rare commodity where now you come maybe once a week or once a month and post. At that point everyone’s waiting to hear what the guru has got to say. He’s finally coming down from the mountain, and now he’s going to grace us with his presence, and talk.

I think it’s a really interesting strategy, so I just want to throw that out there for today. It’s something that’s been on my mind a little bit. Again, I’m not sure of the perfect way to execute it yet, but I’m going to start working on it more and more in my business from all sorts of different levels, from a consulting standpoint, when we do consulting work, from a product standpoint, from a blogging standpoint, just, “How can I make myself more rare?”, because again, it increases the demand and the excitement for you.

But how do you do that without becoming irrelevant either? If you’re not out there for too long, then you become irrelevant, and so it’s this mix of, “How do you do it? What’s the perfect formula?” Anyway, something for you guys to think about today.

I’m now at the office. I’m going to end this recording, and I hope you enjoyed it. We’re about six minutes and eight seconds long, because that’s about how far away my office is from my house. Now I know. I hope you guys enjoyed this. If this is your first time ever listening, we’re going to try to figure out how to get this thing on iTunes, so please subscribe there, and then also check out our site DotComSecrets.com to learn how to increase your business. I appreciate you guys, and we’ll talk to you again tomorrow.

How a tiny shift in your packaging can dramatically increase your sales.

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Hey everybody! It is rainy here in Boise today. This is the Marketing in Your Car, Podcast. Alright, so my wife had a really cool experience that has some definite marketing benefits, so I want to talk to you guys today. A couple years ago I was at the Tony Robbins event, and he talked about the evils of cow milk. Not really, but he did talk about how he isn’t a really big believer in cow milk, and gave some good compelling arguments why.

I am not saying he is right or wrong, but we decided at that point to try and wean off of milk. We shifted from milk. We initially tried soy milk which was nasty. Then, we tried the rice milk. Then, we fell in love with almond milk. We have been drinking almond milk probably two and a half, three years or so. Took us a little while to get our kids weaned off regular milk. Finally got it. Tried different brands, and finally my kids and my wife and everyone settled in on this one brand, which I think is Blue something.

Anyway, so yesterday my wife went shopping at the grocery store. When she’s there, she walks in and there’s these three dudes in big suits, like tall guys in suits. My wife is shorter anyway. These guys are walking around, and she is going around shopping. She gets back to the milk section, and she is going to buy some almond milk. These three guys are standing right in front of the milk and staring at the milk.

She’s like, how am I going to get in there? She said excuse me, excuse me and squeezes through the guys and goes in and opens it up, and grabs four or five of these big cartons of almond milk, and puts them in her cart. The guys turn around and says, “Excuse me m’am. Do you mind if we ask you a question?” She says, “What?” “How come you bought the Blue Diamond brand as opposed to Silk?” She picks up the Blue Diamond brand, and she shows the picture on the outside and says, “There’s raspberries on the picture on the front of this box.” They said, “What do you mean?” She said, “We tried to buy Silk, but my kids wouldn’t drink it because there’s no raspberries on the box. This one has raspberries, and they thought it looked good, so that’s the one that they will drink.”

The guy said, “Seriously? That’s the reason you bought that over the other one?” She said, “Yeah. The only reason why is because it has raspberries on the box.” The guy says, “It’s a dollar cheaper than Silk.” She said, “It doesn’t matter. I’ll pay a dollar more for it. It is the fact it has raspberries on the box.”

He said, “Whatever. I don’t believe you. How about this? I will pay you a dollar for each bottle of Silk you buy or each box of Silk milk you buy right now.” She said, “If I was to do that I would be out 10 bucks because my kids wouldn’t drink this milk, and it would sit in my fridge and go bad.”

He said, “That’s so interesting. We are actually representatives of Silk. We work for Silk, and we are here just trying to figure how to increase sales and placement, and stuff like that. That’s just very interesting. That’s the reason why. It wasn’t because it was cheaper. It was because the picture on the box had raspberries on it.”

I just wanted you guys to think about that, the power of perception. Isn’t it strange that my wife, we buy four or five boxes of almond milk a week, probably spend three or four grand a year on this almond milk. We buy one brand over the other is not because of the cost. It is because of the packaging, what it looks like on the outside. It is just really interesting.

I have seen people who have products who just change the cover of the product, and they see sales change. For example, Matt Furey. He created a product. It was actually the very first product I bought of his. It was called the Martial Art of Wrestling. I bought it, and it was this glossy book, and it looked really nice and exciting. I read it, and loved it and everything.

Five years later when I found out what he was doing, and I was learning about internet marketing and all this stuff I went  listened to an interview. He was talking about his first product failure. He said it was this book he created called The Martial Art of Wrestling. He was like, “I spent all this money. It was nice and glossy. It was great, and nobody bought it. I had a huge bedroom filled with thousands of these books that nobody bought.”

It turns out I was the only person that actually bought it. Anyway, he was like, “Later on, I knew the content was amazing. Anyone who did read it, loved it. My next run of it, before the other one ever ran out, I decided to change the packaging, and made it more secretive and underground, and less like a book.

I made the cover black and white, non-glossy. Just paper. Instead of the Martial Art of Wrestling book, The Martial Art of Wrestling. Just made it more secretive and underground, just tweak the packaging dramatically increased sales.

If you have a product you are selling, and it’s not doing well maybe you just have to put some raspberries on the outside of the box. Maybe it’s not so much the product or the marketing or the sales funnel. Maybe it’s just you have to wrap it a little different, and make it so it’s a little more appealing to people.

I spend a lot of time in our businesses, I try to figure out the right hook and the right angle and the right thing. That stuff is very important. I can start working with somebody, and they have a product or business and they are struggling. We come in and not touch anything, just tweak their angle and hook a little bit and blow it up overnight. It is important. Think about that. Think about the raspberries on the outside of your box, what you can tweak and change to make it more appealing to your customers. That is it for the day. I am at the office. I am a little nervous to get out of the car because it is raining. I have a two foot step into the office.

Going to have a good day today, hope you guys will as well. We will talk to you all soon.

The three steps to get any blessing in life that you want.

On today’s episode of Marketing In Your car Russell relates a Sunday School message to marketing.

Here are 3 interesting things in this episode:

• Why you can become who you want to become as long as you follow someone who already is what you want.
• What Tony Robbins said is the best way to be successful.
• And how after you find someone to model, you have go back and put in the work to get what you want.

So listen below to hear what Russell’s church lesson has taught him about marketing.

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Good morning everybody, and welcome to Marketing In Your Car. Alright guys, so I’m driving cautious today because I couldn’t find my wallet this morning, which happens more often than I’d like to ever admit. But that’s where we’re at today. So I don’t have my license with me. Good thing it’s all back roads from my house to the office.

So I hope you guys had an amazing weekend. For me it’s Monday morning right now, it could be any time for you. I mean some of you guys might be listening to this ten years from now, I could be dead, for all I know and iTunes just doesn’t shut it down and you guys listen to this 100 years in the future. It’s pretty sweet, that is the power of what we all do.

As of today, I’m really happy. I had an amazing Saturday, I remember sitting there looking around, and feeling like, this is one of the most amazing days in my life. If every day was like this it would just…..anyway, it was amazing. I was home with my kids. I was out in the wrestling room with the kids. We went hot-tubbing with the kids. Then I went on a date with my wife to go see The Piano Guys. It was amazing. Days like that make everything, kind of puts everything into perspective makes it all amazing. So that was really fun.

Then yesterday, so I am a Sunday school teacher at my church. Some of you guys may or may not know that. So I teach the 14 and 15 year old kids, which is a fun age, because about 15, 16 is when kids go insane. At least that’s when I did. So I’m hoping to have a chance in my own little way, to touch their little hearts before they get to the insane stage. So it’s a fun age to teach, and I have 21 kids in my class. Which is just way more than one teacher should ever have to teach, but it is what we got. So it’s kind of fun teaching them.

The stuff I taught them yesterday, actually really applies to you, who is listening. So today, I’m going to put on my church hat and I’m going to be Brother Brunson today. And I know some of you guys, you obviously didn’t come listen to this to hear a church sermon, but I promise this relates to you. Even if you don’t believe in anything, even if you don’t believe in God, it doesn’t really matter, I think this is still something that is valuable to you. And I hope that you get some value out of it. So, there you go.

Alright, there’s kind of three core pieces I taught them that I thought was really cool, and it’s kind of been like a guiding force in my life, so I wanted to share them. So the three core concepts you got to understand, so I’ll share all three and then I’ll kind of tie them together.

So the first one actually, so in Mormon theology, we have a couple books of scripture, one is the Book of Mormon which I’m sure you’ve heard of, the other one is called the Doctrine and Covenants. And in the D&C there’s a really cool scripture.  It’s D&C section 130 verse 20 and 21, and this is what it says, “There is a law, irrevocably decreed in heaven before the foundations of this world, upon which all blessings are predicated. When we obtain any blessing from God, by obedience to that law upon which is predicated.” I don’t know about you, but that is amazing. So it basically said in heaven before we got here, there was a law irrevocably decreed, which means it cannot be taken away, it’s there forever, from the beginning of all time til forever. Irrevocably decreed upon which all blessings are predicated, not some blessings, but all blessings are tied to these laws, right? And then if we get a blessing from God it’s because obedience to a law that is tied to that blessing. Is that pretty cool?

So to the class there and said, “What blessing do you want?” So again, these are 14 year old kids, and I’m like, “What blessings do you guys want?” Ones like, “I want a hot wife.” So I wrote it on the board. And one’s like, “I want a 4.0., I want to go to school.” Anyway, they had everything from wanting a hot wife, to I want to watch TV all day. So we had all these blessings on the board. I was like, “Cool, so these are the blessings you guys want,“ and I was like, “I don’t want you to think about worldly blessings, but who do you want to become?” That’s a blessing right? “Who in your life, bigger than just like, I want blah. Who do you want to become?” We wrote down some of those things, like who they want to become. “I want to become a great father.  I want to become someone who contributes to society. I want to become someone who changes the world.” So then we start having some of these blessings that were who they wanted to become. So that was kind of the first step and then I pointed, I said, “Each of these blessings you guys want right now, as we now know, they are irrevocably tied to a law. And If you follow that law, then guess what happens? You get the blessing.” Again, irrevocably is a powerful word, God cannot take it away, it is irrevocable. If you follow that law you get that blessing. So I’m like, “ “Sweet, now we know that, all we got to do is figure out, what’s the law that God created that then gives us that blessing?”

So that was step one in this process. Step two I started talking about Tony Robbins. Now, a bunch of 14 year old and 15 year old kids and none of them have ever heard of Tony Robbins. Like, “Dangit. Well he’s this big huge giant with big hands and big teeth. But one thing that Tony taught me, he said, “If you want to be successful in this life, all you have to do is find people who are successful and then model them.” Step number two, I was like, “If you know who you want to become, there’s got to be somebody else who’s already become that, which means that they followed some certain laws to get that blessing. So if I want that blessing in my life, the first thing I need to do is find someone who already has that blessing. Because they’ve done something right, they followed some law and God gave them that blessing. So step two in this is modeling, find somebody who already has what you want, what you want to become. So I was like, “Who do you guys have? Who’s a potential mentor, someone you like at like, ‘Man if I could be like that person, that’d be amazing.’ So that’s step number two, finding that person and modeling them.”

I talked about how; when I started wrestling I was a really bad wrestler. I think I’ve shared this story before, but one of my first days of wrestling practice, I found a guy who was better than me, his name was Adam. I was like Adam is better than me, I’m going to model him. We went out and were running the track, and he kept slowing down and taking short cuts and all these things. I’m like, oh well, he’s good, maybe if you’re good it doesn’t really matter. You can just take short cuts.” So I’m taking short cuts with him and I’m just following him as my mentor. And unfortunately, what I didn’t’ realize at the time is that he was doing things wrong. And the very first tournament I went to I remember watching Adam, and I’m like “this is my mentor, this is my guy. He’s so good.” And I remember watching him get beat badly, just getting thrown around like a little girl. I was like,”I picked the wrong mentor. I picked someone who’s taking short cuts. Who’s not taking short cuts I can model.” I looked and there was this guy name Matt Wood, he was a three time state champ from my high school, he was about to be a three time….. I said, “You know what? Matt is the new guy I’m going to model.” I realized he had a blessing that I wanted. I wanted to be a state champ. So what are the laws he had to go through to get that?  And I looked and watched him work. I watched his work ethic, I watched the moves he would do, I would model him. And within 2 and a half years of making that decision I became a state champ, and it was all about finding someone who already had it and modeling them. Same thing happened in business. I was not a smart kid. I would say, I remember when I applied for college, they have you get a rank of where you fall in your class, my graduating class was 950 people, was a pretty big class, right? But I was on the lower half. More than half the class was smarter than me. It was a lot more; I was in the bottom third. I was like, “not only am I dumb, but I’m one of the dumbest kids in this school.” And that’s what I thought about. I struggled through high school and struggled through college, but when I got in business I found people who were successful. People I remember modeling, guys like Armand Morin, I looked to him every day.” Man, he’s doing what I want to do. He’s making software and he’s selling it and people love him. I want to be like Armand.” So I modeled him and guess what happened? In a very short period of time, I had a company similar to Armand’s. I found other mentors and I modeled them. So the second step is after you know what blessing you want, is finding a mentor that’s already gotten that blessing and then modeling them. Because they have, either consciously or unconsciously, they have followed that law to get that blessing. That’s step number two.

Then the third step, and this one is very important. And this is again, scriptural. It’s a concept we call the law of the harvest, I asked the kids, “who knows what the law of the harvest is?’ and one of them said something that was right on, he said, “ you reap what you sow” I said “yeah, a lot of us we look at what we want to become. I want to become whatever that thing is down in the distance where we’re going.” And we get started, say, I want to get in shape. So we work out three days and like, “I’m not in shape, this sucks, I’m out.” And you just quit. That’s not how it works. Let’s say I own a farm, I bought this land, and I’m like, I want broccoli for dinner tonight. You can’t walk out there and throw broccoli seeds out there and then get upset that by dinner I don’t have any broccoli. That’s not how it works. It’s all about we have to sow first. You can’t reap until you sow, so you sow, you put the seeds out there and you water them, and you weed them and you do all these things. And you protect them from the elements. You do all the things you have to do to sew seed.  And then when the season comes ripe, then you can reap the benefits of that. It’s the same thing for you. Just because you find a mentor does not mean you’re suddenly going to start eating broccoli that night. You’ve got to go back and sow the seeds. You’ve got to put in the work and the effort and the trials. And there’s going to be a lot of them.

It’s funny, I moved into my new ward, and I look like I’m eleven. Some of you guys know that. We have a bigger sized house and I get people all the time who are confused, like, “What do you do?” and I think sometimes they think that I got lucky. But they haven’t seen the twelve years of sewing that I’ve had to put in to get to this point. It’s insane, if I could show you the battles that I’ve lost, and the scars that we have. I’d look a lot more than eleven if you could see that side of it. But I’ve sewing, sewing, sewing, and finally we’re in the season that we’re reaping it, and it’s exciting, but it’s not something that happened over night. It’s the law of the harvest. So, that’s the third step, you know the blessing, you know who you want to become, you found a mentor, you found someone to model. So you can find out which laws they followed and then you have to put in the work. It’s the law of the harvest. You’ve got to go and plant the seeds, you gotta do the work. If you do the work, which by the way, you’ll notice from your mentors how they got there too, they sewed. That is how they got to where they are now.  But if you look at that, that’s how you’re going to get to where you want to become.

So for you guys, I want to challenge you to start thinking about this, start thinking about who you want to become. Find a mentor to model, then start living the law of the harvest. Start planting the seeds and it may not today, may not be tomorrow, might not be a year from now, might not be three years from now, but if you sew, based on the law of the harvest, you will reap. And that’s something I also believe in as well. So there you go.

Hope you guys didn’t mind my church lesson for today. I hope you see how it’s applicable to you in your life, no matter what you believe, no matter what faith you’re in. It’s something that my faith has brought to me, it’s gotten me excited. I hope that it gives some value to you as well. So that’s it you guys. If you don’t have your tickets yet to funnel hacking live, you’re insane, go get them. Funnelhacking.com is the place. The tickets are on sale now, but they are going quickly. This event may be the last I ever do, because I have no idea how I’ll ever top this. We’ve got Marcus Lemonis from The Profit speaking. It’s going to be amazing. So be there or be square.

Some people are like, “Russell, tickets are expensive.” Are you kidding me? I spent almost a hundred grand just to get Marcus there so he could talk to you. And other people, I have to fly out my whole staff, and get a hotel. I don’t make money on this event, just so you guys know. I’m risking hundreds, not one hundred, but hundreds of thousands of dollars to entertain you for three days. And if you’re not willing to spend you know, whatever tickets are, 5, 6 or 700 bucks for flights and hotels to come out here and do it, you’re insane. I remember Tony Robbins talking about one time, he’s like, “You know what drives me crazy? People will go to this movie, and people have risked hundreds of millions of dollars to make this movie, and you come in and pay ten dollars and sit there for three hours and come out and say, that movie sucked. Are you serious, someone risked hundreds of millions of dollars to try to entertain you for 180 minutes and you’re complaining because you didn’t think it was good. You think about kings back in the day. The most wealthy, powerful people on earth, they’d have a court jester to entertain them and you have people spending hundreds of millions of dollars and you pay ten dollars for that experience.” It just makes me laugh. I’ve never said I hated another movie since then, when I kind of realized, wow, people are putting in their time and effort to entertain us and the cost is ten bucks, fifteen bucks. Insane, be grateful for what is out there, it’s pretty amazing what’s happening now days.

Anyway, that’s it guys. I’m here at the office. I got a fun filled week of work, while the rest of my community is at Traffic and Conversion Summit. So I’m going to be working while they’re playing.

One last story, some of you guys know Dan Gable. He’s like the Michael Jordan of wrestling. Dan was undefeated all through high school, all through college. His last match in college, he lost to Larry Owens from Washington. Only match he ever lost. He went on, three years later to be an Olympic champ, nobody scored on him in the Olympics. Not a single person scored on him, that’s amazing. But, while he was training for the Olympics, he would put in 7 hours a day at the gym, because he was so obsessed and wanted to beat the Russians.  The Russians were the powerhouse at the time. And he’d go to bed at night and couldn’t sleep because he knew the Russians were awake, training, and it made him sick to his stomach. So in the middle of the night he’d wake up and be like, “the Russians are training, I can’t let them beat me.” So he’d get up and go running at two or three in the morning, because he knew that he didn’t want to be sleeping when they were training. I thought it was pretty powerful and that’s kind of where I’m at right now. This week is kind of about, while everyone else is asleep, I’m training. That’s what’s happening. Appreciate you guys. Have an amazing day and I will talk to you all again very, very soon. Bye.

Late night adventures before the Funnel Hacking event.

On this late night episode Russell talks about all the work he’s gotten done and how much he has left to do before Funnel Hacking Live. He also talks about two books that have helped in his business.

Here are 3 cool things you’ll hear in this episode:

• What book Russell credits with giving him permission to launch Clickfunnels the way he did.
• Why working late at night, all alone is a smart way to get work done.
• And find out what kinds of presentations Russell will be giving at Funnel Hacking Live.

So listen below to hear how Russell is more productive at 2 AM and to get a sneak peak of some of the things he’ll be talking about at the event.

---Transcript---

Hey everyone, this is Russell Brunson and welcome to a late night Marketing In Your Car. Hey everyone it is 2:26, freezing cold driving home. I hate when the sun goes down and it just gets colder and colder. We’re almost in Summertime, so in my head I think it’s supposed to be warm, but no, it’s not happening. When it gets this late at night it’s cold.

I was up late tonight doing a whole bunch of power point slides for the event, which I’m really excited for now, they’re turning out good. For me, the content are scary because I only teach them once. Last year one of my presentations that I spent a lot of time doing it and in theory it was awesome, but I got on stage, I just didn’t feel it. It felt clunky and weird. But then that’s the only time I ever give that presentation so I missed the shot. So it’s one of those things that I’m thinking through these things a lot because I know it’s a one shot for me to get up, give the presentation, hopefully knock it out of the park, and then I’ll probably never give this presentation again. So there’s a lot of thought that goes into that. Make sure that it flows and make sure that it flows, the first thing makes the second, and how they all tie together. Also, you have no idea. I’ve got a time block I’ve two 90 minute presentations the first day and I don’t know how many slides 90 minutes is. I don’t know if I get up there and I get nervous I’ll talk really fast and I’ll be done in 30 minutes. But if I don’t get nervous and I have fun and start telling stories, I could be going for 3 or 4 hours. So some of those things is also kind of hard because I’ve got a hard deadline. I’ve got to hope that this got enough stuff to cover me to go long enough, but also not too much that it goes on for forever.

So those are just kind of the fun things that I got to play with and kind of do tonight, which is really cool. What else exciting is happening? I did a podcast earlier today, which I guess was almost 24 hours ago, on burnout, and a lot of you guys reached out to me already, which is super cool. So thank you for that. I’m actually feeling good now. I think I was feeling a lot of overwhelmed because I felt like I was so far behind and I didn’t think I would get it all done in time. The nice thing about tonight, I was able to get a lot of stuff done. It’s interesting, one thing about working from 9 til 3 in the morning is that a lot of distractions are gone. All your friends aren’t on Facebook posting every five seconds, no one’s Skyping you, no emails are coming in. All those active communication channels that people have to get access to you, disappear because everyone’s in bed at night. So you get the chance to actually work. In a six hour shift like that, typically I can get done what I’d do in two or three days. That’s sad, but true.

I’m not sure if any of you guys have read the book Remote, I said it with….so the first book was called, Rework and the second one was called Remote, Jason Fried and those guys over at 37Signals, who I’m just huge fans, in fact, Stu McLaren, who listens to Marketing In Your Car pretty often I believe, and he’s going to be at Funnel Hacking Live and we’re hopefully going to be donating a bunch of money this year to their charity again. He’s the one who told me about Rework so I read that book and that changed my whole paradigm on business. It’s funny almost every mistake I have made in my business career, up to the point I read that book, I was like, “Oh crap, chapter 3 would have taught me that. Oh chapter 4 would have….dangit!” It’s a really good book and a really fast read too. But first book was Rework and then they came out with a second book called Remote. Interestingly enough right before we launched Clickfunnels and I’m grateful for that because I think that that book gave us permission to build Clickfunnels the way we did, where people are Remote. Had I not read that book and Todd and Dylan and all the guys on our team, I may have pushed a lot harder to get everyone to relocate to Boise, which would have been a lot more fun, not going to lie, but not necessary I don’t think. But one thing they talked about in the book that was interesting that I think is worth thinking about, they talked about if you have to get something done, where do you go? If you ask your employees for that, hey if you get something done, where do you go? None of them ever say they got to go to work. They’re like, I gotta come in early, stay late, pull an all-nighter, I got to leave and go to the library or whatever it is, but they never say they’re going to do it at work, because it’s hard to get work done at work, because there’s so many distractions. There’s proximity in power. There’s benefit in being around people because there’s things you can only push forward through that, but at the same time, it’s good to go back in your cave and actually get stuff done.

That’s what tonight was for me, just a chance to shut down from the world and focus on moving things forward, and I made a lot of progress, which is cool. I got my first two presentations done for the first day. Mostly the presentations are done, but I need to…..there’s ton’s of doodle sketches kind of like from the Dotcom Secrets book. So Vlad, who does all those, I sketched them all out on my notepad today, and send to him and he’s hopefully going to get them done tonight. I’m hoping by the time I wake up in the morning they are all done, and I can copy and paste them into my slides and then first two presentations, first 3 hours of content for me, which is basically gonna be covering everything that the new Expert Secrets book will be finished, which is exciting for me. Then I gotta work on the presentation I’m giving the last day called Funnel Stacking which is really cool. It goes along with the outline of the Funnel Stacking book that you guys will all be getting for free when you join Funnel University. I’ll be going through that which is fun because I’ll be showing all the pages of the three core funnels, Tripwire, Webinar, High Ticket. I show the email sequence, I show pretty much everything from in those funnels. So I gotta create that presentation. Trying to get all the original graphics from the book so I can just plug those in.

So that’s the goal. Bust that one out tomorrow, and then I’ve got one, my last presentation will be short, like 15 minute one that’s called, What Happens When The Funnels Flops, and I’ll be going over the process in more detail. Kind of like two podcasts ago, I was talking about the wrestling and making adjustments. So I’ll be going over my process for that. That will be kind of a wrap up of the event, which will be cool. Which means all I have left after that is two more presentations. Oh man, there’s still a lot of work to do. One presentation is gonna be called, The Future of Clickfunnels, I’m going to be sharing a whole bunch of cool stuff that’s happening with Actionetics, there’s some ninja crazy cool stuff coming down the pike, that’s going to make it where I think a little difficult for any autoresponder to compete with what we are coming out with. So I’m going to be showing the future there. And then we have a presentation about being a Clickfunnels funnel consultant. A lot of people asking about that, going crazy about it, so we’ll be giving a presentation, and then hopefully, be getting people to join the certification program.

Those are the things that I’ve got left to do. My goal, hopefully tomorrow I’ll be able to get done. Finalize the first two presentations, finalize the Funnel Stacking, finalize the What Happens When The Funnels Flops, finalizing the Actionetics The Future. Because if I can get those done, we can send those to print, which will be good because that’ll get those all in the binder for the event. And then I can work on the Funnel consulting one over the next few days, which will take me a little while to get that one perfect because creating content training is one thing, but creating a webinar presentations that actually have a dual purpose, which is also to sell is a little bit different, so it takes a little more time, energy and thought. Maybe not more thought, just different kind of thought. So that’s the game plan.

Tomorrow hopefully I’ll have 5 or 6 of them done, then I’ll have the last one and then I’ll be able to relax and hang out and go to the event. So that’s kind of my goal. I don’t know if this is of any value to you guys. Hopefully it gives you some ideas in getting work done. You should go read the two books, Rework and Remote. You should take a nap, because that’s what I’m going to do in a few minutes, as soon as I get in the garage. So that’s it for me tonight guys, appreciate you all. Thanks for listening and I’m excited to see a lot of you guys at Funnel Hacking Live. I’m working my butt off to put on a good show for you guys and I hope you enjoy it. Peace out, have a good night and I’ll talk to you guys soon.

The real secret to converting with funnels…

Today’s episode is part 3 of a 3 part series of Russell speaking at a $100k event where he taught about the psychology of funnels.

Here are some of the things you will hear in part 3:

• Some tips and tricks when it comes to building funnels.
• What the cardinal rule of upsells is and some of the things that will help convert an upsell.
• He also gives some cool tips for using Facebook Live.

So listen below to find out how to make your funnels awesome and successful.

---Transcript---

Russell Brunson:               All right, so now we’re going to … Cause now, like everyone … I’m the funnel guy, so let’s talk about funnels, right? Now that we’ve got the foundation stuff out of the way, so then it comes to how do we build the funnel? I lost … There’s the lid. For me, the funnel … Everyone thinks there’s some magic. I have people all the time like, “Hey Russell. Do you have an MLM funnel you can give me, so I can grow my MLM?” I have a funnel that’s worked for someone I can give you. “Hey, I’m doing this.” I give them the book funnel. I was snickering yesterday. Everyone’s like, “I need your book funnel. [inaudible 00:46:27] book funnel to work.” It’s like, well kind of. Y’all have the funnel now. That’s the framework. What makes it work is this stuff we talked about, right? The pieces don’t change.

My funnels are not complicated If you look at my funnels versus, I have friends who like to brag about the complexity of their funnels. They’re insane. My funnels are so simple. They’re usually four or five pages and that’s it. It’s, very simple. My thing, I think … In fact, I was at a Infusion Soft thingy and I was watching these guys and they had all of their … These guys were building all of these funnels that had like a billion different segments and all this stuff. You know those Infusion Soft charts, that show all the thing … I was just sick to my stomach. I’m like, “Guh.”

They’re like, “Yeah, well if they click here, then it takes them this sequence. If they don’t, they take them to here and then if they’ve done this thing for three days and they haven’t done this and then they go here and …” All this stuff and I was just like … They have a billion different branches. I’m looking at that, I’m like, “You know the problem with that, is I have no idea what the crap to fix if something’s broken. There’s so may things. I want five or six variables max I want my cost per ad, I want my landing page conversion, I want my sales thingy. I want four or five things and I’m going to go and spend a thousand bucks driving ads. I’m going to stop and look at it and be like, “Okay, cool. It’s one of these five things that’s broken. Maybe two of them. Let’s fix just those.” You’ve got a thing that’s got 8,000 sequences. I can not make it better.

What’s more important, is become better at selling. Me getting better at telling a story is better than 8.000 segmentations of lists. I’ll make way more money by becoming better at telling my story, than I ever will from the third, the guy that didn’t click on email 13, send him this one instead and then send this one at two in the morning and then. Holy crap. Just sell yourself better and that’s worth a million times more than that, right? I make them simple. All my … Everyone’s cheering back here, “Yay, simple funnels.” My stuff’s all very, very, very simple, but I’ve become a master at understanding this. The opportunity switch to the opportunity stack.

I’m just going to talk about a book funnel, but this could be any funnel. Does not matter. The first thing I’m looking at is that is, what is the opportunity switch. There’s going to be a video of me telling a story about the opportunity switch. With my book funnel, I’m telling a story about my book, my epiphany story about how I had an opportunity switch and how this book is going to give you that same thing as well. Right? That’s the key. That’s the magic. If I’m doing a webinar, what am I doing? Telling a story about my opportunity switch, tell the epiphany story. They have the same epiphany, they’re sold. I don’t have to sell them anymore. If I’m selling supplements, same thing. Tell them the story, how did my epiphany pitch. It doesn’t matter what it is. That’s the key, is I’m telling a really good story about how I had my epiphany, and if I do the job right, they’ll have the same epiphany and then they’ll buy the first product.

From there, it’s coming and the biggest thing most marketers do, when they start creating their upsale, downsale sequences is like, “Okay, what else do we have on the shelf we can sell them? Okay, they bought my book. Let’s sell them, I don’t know, some other random thing.” Or, they bought the book. Let me sell them more of that same kind of thing. Now, in supplement world, this is like the default. E-commerce/supplements, it’s kind of like remember A-E-I-O-U and sometimes I and W, or E and W or whatever that is. There’s two times this rule breaks.

In supplements and e-commerce, whatever I sell on the first phase, if I sell supplements, I sell three bottles, my upsell’s always six bottles of the exact same crap. If I sell e-commerce, we just did a campaign for Fiber Fix. Three Fiber Fix, I’m upselling a crap ton more Fiber Fix. It’s e-commerce and supplements, you sell more of the same thing on the next page. Only time you do that. In information products, that will kill you. First time I really got this, it was when we launched our 108 Split Test book, which was kind of ironic, because the whole book’s about split test. We launched this book and the landing page converted and non of the upsells did and I was so pissed. I’m like. “Why is this not working?” I retweaked this offer probably 12 times. I changed the video, changed the pitch, changed the offer, changed the thing, the thing, the thing. I’m like, “Why is nobody buying this crap?”

The main thing I was selling was, they bought a book on split tests, and my upsell was this whole course on split testing. I’m like, “This is all the cool stuff you need. You told me you wanted split testing. I’m selling you more split testing. Why are you not buying that?” I had one of my friends, who went to my funnel and bought it and he texted me. He’s like, he said, “Hey man. Cool book. Thanks for the book.” Then he’s like, “I bet your upsell is not converting.” I was like … I didn’t tell anyone, cause the conversion, that’s my thing. Like, “Why would you say that?” He’s like, “Ah, I can just tell.” I’m like, “Well, I’m just curious. Why would you assume that?” Anyway, he shot … it’s Tim Erway, if any of you guys who know him.

He shot me this message, he’s like, “Dude, cause you did the cardinal fail of upsales.” I was like, “All right. Yeah. What was the cardinal rule again?” He told me, he said, “When somebody buys your first product …” Think about it. Let’s say it’s My Gear, The Truth About Abs, right? I want abs so bad, right. I buy Truth About Abs. My mind, as a consumer, I’m like, “I’ve got abs. That itch has been scratched.” And I’m like, “Ah sweet, I got abs. Whew.” Then here it’s like, “Hey, I’m going to give you workout videos, so you can get abs.” Like, “Dude, I already got abs. I just bought them. They’re … It’s done. My itch has been scratched.” He’s like, “When people buy your split test book, in their mind, that itch has been scratched. It’s done. Nothing you do will get people to buy more of that.” I was like, “But they raised their hand as people interested in split tests.” Nope, that itch has been scratched.

He’s like, “You’ve got to look at, you just did an opportunity switch. What is the next thing they need to be more successful with that? What’s the stack? What’s the next logical thing?” I was like, for me I was like, “Well, if they scratched their itch on conversion, conversion’s awesome, but they’re only coming to the website and then they’re kind of screwed, right?’ For me, it was traffic was the next thing. We shifted that to a what’s the opportunity stack. Now you know how to make your pages convert, now let’s get people to actually show up. Switched it and stacked the next opportunity. Boom. I was like, “Crap, that was so easy.” Now everyone in my funnel’s [inaudible 00:52:17] the psychology of, okay. First lead is the switch.

Now we’ve got them believing … This is why I love free book offers. Why I like low end things, because the lower the barriers initially … All I have to get them to do is to raise their hand and say, “Yes, I’m going to buy your book.” By saying that, they’ve subconsciously sold themselves on like, “I have now switched off on the opportunity. This is now my future. I’m a guy who has six pack abs.” They’ve made that switch. You know, as soon as you pull a credit card out of your wallet, you are voting. That’s why, we don’t do customer service and crap, cause I don’t care. We get people to vote with their credit card, cause that’s the only thing I actually believe.

Every time we do focus groups and all that kind of crap, people give you whatever … I only care about people voting with their credit card. As soon as they pull a credit card out of their wallet, they have voted that this is the opportunity that they are buying in to. They’re done. The next thing is just like, “Okay, you’ve already bought in to this now.” That’s why I like making this first opportunity as low barrier, as easy, because as soon as I get them to sell, subconsciously they’re 100% in. Now the stacks become easy. Like, “Hey, you got this. Now you need this.”

People always ask me, “Well how many upsells should I have? What should be the price points on it? Duh, duh, duh, duh.” It has nothing to do with price points, it has nothing to do … None of that crap matters. People are like, “Well, should I go from free to 97 to 290. What’s the …” Everyone worries about that. It has nothing to do with that. It has 100% to do with, what’s the next logical thing this customer needs to have success in the new opportunity I just gave them? This might be a $25,000 offer, if it makes sense. If that’s the next logical thing that they need, or it might be $37. Price point does not matter. It’s the logical sequencing of the offers that is the key. That’s what makes any funnel work, is the logical sequencing of offers.

Speaker 10:        May I ask a question?

Russell Brunson:               Yes.

Speaker 10:        With the opportunity switch, is that more emotional and then the opportunity stack is more logical?

Russell Brunson:               I don’t think anything logical sells. [inaudible 00:54:11] why I think logically, there’s still emotion.

Speaker 10:        Well you know, you’ve got this … You’ve got emotion and logic here. Is that [inaudible 00:54:18] the epiphany bridge?

Russell Brunson:               Yes. Yes, sorry. Yeah, so the emotional part’s the [inaudible 00:54:28], the logical part … Logical’s like that how they explain to their wife [inaudible 00:54:33] buy something for 25,000, $100,000. How do I explain to my wife like, “Yeah. I spent a hundred grand to go on this thing, because it’s going to be really good for my … No, I just want to hang out with me and Joe and everyone.” Right? We emotionally get bought in, but I’m still always selling from emotion. I’ll talk about logical, the logical justifications in the videos and stuff like that. It’s still emotional.

Speaker 10:        [inaudible 00:54:54] emotional [inaudible 00:54:55] stack.

Russell Brunson:               Yeah, I think so.

Speaker 10:        How do you extend that story, that epiphany story [crosstalk 00:54:59].

Russell Brunson:               New story. New story.

Speaker 10:        It’s a new story?

Russell Brunson:               Yeah, so it’s like here’s split testing. Like, cool. Let me tell you a story. After I got … I’m sending this book out to you in the mail. You guys are going to go crazy for it, cause it’s going to show you split testing. For me, when I started to get in to split testing, I was really excited, but the problem was, I didn’t really have traffic coming to my website. I was doing a split test, like three people come. You can’t actually … It doesn’t help.” I start going in to the whole story.

Speaker 10:        A new epiphany.

Russell Brunson:               Yes.

Speaker 10:        You’re sharing.

Russell Brunson:               Yeah.

Speaker 10:        Okay. Gotcha.

Russell Brunson:               Sometimes multiple epiphanies. I’m telling as many stories as I need, to get that idea across.

Speaker 10:        Okay.

Russell Brunson:               How many stories do you think I’ve told in the last hour, so far?

Speaker 10:        A lot.

Russell Brunson:               Anyway. The more, the merrier. It’s not like, what’s my one epiphany bridge story. Usually, it can be multiple. Any time I explain something that’s confusing, I’ve got to step back again, “Well, it’s kind of like millions of motivational speakers running through your blood. That’s what ketones are.” Okay, and I keep moving forward. Okay, so like I said, some upsells, there’s one thing, cause that’s the only logical thing they have. Some upsells, there’s two. Some upsells, I have one thing and I have a downsell. It matters less to me what it is and more tome just, what makes sense for this customer that’s on this path?

I remember reading the Emyth 12 years ago, and one of the initial things he talked about is the process of somebody walks in to a store. Last week, my wife wanted to go to the mall, cause we were going on a cruise in two days and she wanted to get some new clothes. I hate going to the mall, but I love GNC. That’s my … I love supplements. I take more supplements than I should, every day. I love it, right? I go to GNC and, the thing I hate about GNC though … How many of you has been in to a GNC? What happens as soon as you walk in? They just pounce on you, it’s like, “Ahh [inaudible 00:56:30]”

I hate it, so I take a breath like, “Okay.” I walk through the door and within like one step, the girl comes out, “oh, blah blah.” I’m just like going through this pain like, “What are you looking for? What do you want? What do you need?” I’m like, “I just want to look at supplements. Leave me alone.” Then it’s like finally, that horrible pain’s gone and she leaves me. Okay. I can start looking, right? I’m remembering the E-myth and thinking about, I love GNC but I always have this pain going in, because the process is so weird.

I start looking at … I became obsessed with this. Everywhere I go, it drives my wife nuts. We’re going through anything and the way a waiter pitches me, depends on what I’ll buy and what I’ll tip them. I want to get sold. I’m obsessed with the process of everything, from offline funnels to online funnels to everything that’s happening. For me, I’m just looking at that like, “Imagine that you’re your customer, okay, and they come here. What’s going to capture them, like a really good video. You’re going to cut out the techno babble. You’re going to tell a really good story, that’s going to be exciting, it’s going to be visually good, it’s not going to be me against a white wall, trying to be boring. I’m going to find a good background and make it look visually stimulating, so it’s cool. I’m going to tell a story that captivates them and make then=m an offer that’s so irresistible. It’s a new opportunity that’s going to change their life, and that’s what we do here.”

Then I’m like, “Okay, they bought the book.” How can I serve them the best? What’s the next thing I can do to serve this person the most? It should be this. Do I have a product that does that? No, and that’s what I need to make them. I need to make a product that does that, cause it’s all about, how do we serve our people at the highest level. That’s more important than “I’ve got a whole bunch of products. What do I plug in and where do they go and should this be the upsell?” No, think about the process.

If you’re walking in to GNC, if was walking in to GNC, I would change the whole process to like, “Hey, welcome to GNC. Here’s a free power bar. Let me know if you need anything.” I’d have been like “Huh.” Eating a power bar, I’d buy four times as much stuff. I’d be going through things. I would just be focusing on that customer journey, what’s happening through the process. For you guys, that’s the way to think through this. Think like, someone buys this like, “Oh man. It’s kind of expensive and we ship them out DVDs and all this stuff.” Maybe some people don’t want DVDs. Maybe they don’t have a DVD player. Maybe I’ll downsell them. Maybe they just want a digital version. Maybe that would be my downsell, is a digital version, cause that’s probably what they’d want.

I’m looking logically, like what makes the most sense to them. If you can craft that, that’s the magic. That’s how you get a funnel that converts and how you make it work awesome.

Speaker 10:        On that first page, how long generally … Do you have a time frame of the ideal video length? Three minutes, 45 minutes.

Russell Brunson:               This is what …

Speaker 10:        Or does size really matter?

Russell Brunson:               One of my professors told me one time, he’s like, “It needs to be … it’s like a girl’s skirt. It needs to be long enough to cover the subject, but short enough to still be interesting.” That’s my gauge I my mind, always. If it’s getting boring and long, then I … But I don’t have a timeline. How long does it take me, take the story, where it’s still engaging? It might be three minutes, it might be 20 minutes. If I tell a good story, people will sit there. That’s more important. Yeah. There is a duration to the price of the thing I’m selling and how long it is. If it’s a free book offer, I don’t have to do a lot to get people to take that, but still need to get them to buy in to this, or else the upsells won’t convert. A lot of times you see people book offers, “Get my free book. It’s amazing. You’re going to love it. It’s free. Ahh.” That may work good for getting people to buy initially, but it kills you everything back here, cause they’re not bought in to the opportunity switch. If you can get them to buy the opportunity switch, then everything else increases, from the rest of it on. Any other questions about that stuff at all?

Cool. Then the last piece of this … Oh yeah.

Speaker 11:        Where does the traffic primarily come from?

Russell Brunson:               Cool. All right. The last piece of this. Traffic all over the place, but I want to show you guys what’s working the best for us right now. On the last page right here. This is Anthony DeClemente. He is one of my buddies. He owns this company, biohacking stuff. We started, we’re starting an online reality show called Funnel Hacker TV, just cause we want to … Without people … I wish we had like five hours, I could talk about more of this. For our customers, to build the whole culture, the biggest thing that we got to do is believe. Get these guys to believe in this right here. What I do, I do a lot of stuff to show belief. Friday we do a show called the Friday Funnel show, where I’m building an entire funnel in 30 minutes and I show them over and over and over again that I drink my own Kool-Aid. That I’m actually doing this. It’s like the biggest thing for sales we’ve ever done.

We do, we built this reality show, where basically each week, we pick an entrepreneur that’s got a really cool product and we take them, figure out the product, the offers, build the thing and launch it. He’s episode number one that’s coming out. He had no list, no following, switching markets to a whole completely different thing, but he’s just really good at what he did. We had him write a book. This whole campaign went from zero. I’m saying, you don’t have to have a big following for this to work. This went from zero. In the last six weeks, we sold 8,000 copies of his book. He just finished his very first biohacking week in Chicago, had a whole bunch of people pay a crap ton of money to come out there and go through the experience and this whole business went from zero to it’ll do a couple million bucks, yeah number one. All just from this. No other traffic source except for this.

As you start going further down the cold, it’s different, but for most people, you can build really good off of this. Facebook live, Facebook loves us right now. They are wanting all of us to do it, so what we do, and I’ll kind of give you Anthony for example. He’s got a book funnel. Some questions like what’s the message? What’s the best Facebook ad? I don’t know. I have no idea what message is going to be right. Everyone responds to different things. What, Anthony I said, “First thing he has to do is, every single day you have to do a Facebook live video on a different topic. Every single day, for the rest of your life.” He’s like, “But I don’t know if I have enough ideas.” I don’t care. Every single day for the rest of your life. That’s your only job, is to make a Facebook live video. What he did was he made a first Facebook live video and I was like, “It’s biohacking. Do the weird crap. Get things with lasers up your nose and all sorts of weird stuff and that’ll be your Facebook live.”

Then he did that and nobody cared. We did another one, and nobody cared. Then we did another one. We found out that about one out of 10 does what we call force virals. One out of 10, and what’s weird is, it’s usually the message that I think is the stupidest message ever. The first video we had that went force viral, the title of it was How to Biohack Your Vegetables. It was like, “Hey.” He’s cooking, he’s like, “What you do is you put butter in your vegetables and it’s biohacked now.” It got like two or three million views and sold hundreds and hundreds of copies of the book. I was like, I thought the cools ones with the lasers in his eyes and ears would be the cool thing, but no. It’s never what you think. We build a marketing campaign, we focus on one thing and it’s the wrong one, it’s like no. Do a Facebook live every single day for the rest of your life, on a different message and you’ll find what the market actually cares about. What things they do. It’s a consistency thing. Over and over and over again.

Here’s a couple things on Anthony’s, just printed out a guide to help you guys, cause there was a lot of questions on it yesterday. The main thing is again, profile picture has a huge thing to do with people actually being part of it. The name should not be a company. People do not want to engage in companies and they do not want to share things from companies, they want to engage with you, the attractive character. The ult leader. All the headlines are super easy. They’re things that are shareable, so it’s not too complex. It’s like, ,”Hey cool, how to biohack your vegetable. How to …” What was this one? “How to biohack, detox and get a flatter midsection.” There’s a simple call to action with the URL that’s not clickfunnels.com/1234/ … It’s something that’s also benefit driven, like biohackers guide. It’s like, “Oh cool. There’s the guide.

Speaker 12:        Do you boost these or no?

Russell Brunson:               Yeah, I’ll talk about that in a sec.

Speaker 12:        And you can boost with a URL? You can do that? Okay

Russell Brunson:               Yep. I’ll talk about kind of that strategy here in a second. Can the video structure, typically this is the structure. They’re usually three to five minute videos. The first 15 seconds is like, “Hey. I’m Anthony DeClemente.” Then, if you have a cold like me, so I’m, “Hey, I’m Russell Brunson. My fellow funnel hackers, I want to talk to you about whatever.” Calling them out. Then the next thing is, this is … We ask people to share like, “Hey, if you like this video, at the end of it if you can please share it, that way I know if you like this content, and I’ll make more like this. If you don’t like it, don’t share it and I just won’t make any more like this.” Some people are like, that’s how they’re voting if they like it, by sharing. Which is huge. The first 15 seconds, we tell them to share it if they like it, we ask them to do a favor like, “Hey, if you thought this was awesome, share it. That way I know.” Huge thing. Then, four minutes of teaching. I would say teaching/telling epiphany bridge stories is more important. Telling a good story. The end of it, a call to action to whatever it is your front end things is. “Go get my free books.” Anthony, every single day, he’s showing one biohack, and then “Hey, go get my book Biohackersguide. Com.”

Then down here, the very first post … As soon as he starts a video … When you first do a video , first it goes out to your fan page, right? Anthony has zero people on his fan page, the first probably hundred videos, right? Nobody was there. He just did it, and then as soon as it’s done, then what our guys will do, they’ll come in the very first post. We try to post the link to the actual offer, so that everyone sees that initially. It’s pulls in a picture of the product, stuff like that. Somebody manually is adding that in. Now, because he’s got more of a following, as soon as he starts a thing, someone goes in and posts it really quick as the first comment, so it sticks there, then it goes live.

What we do is typically, for each of these videos it goes live, we put about five bucks behind it, just to see what’s going to happen. If you’ve got more of an audience initially, you don’t put money behind it. If you have zero audience initially, you put about five to 10 bucks behind it, just to see which ones get some traction. Then as soon as one thing gets traction, the way that we judge traction is right here, is the ration. It’s the 1% share to view ratio. How many people viewed it and how many people shared it? As soon as you get 1% share/view, we call that internally it’s a force to viral video, which means I can spend as much money as I want and it’s going to go viral and it’s going to make us a bunch of money.

About one out of 10 hit that number, and then we dump as much money as we want or can or need to behind that and it’ll just kind of blow up. For me, this is … the biggest thing I can give you guys is this.

Speaker 12:        Is the 1% based off of views?

Russell Brunson:               It’s the ratio of views to shares.

Speaker 12:        Views to shares.

Russell Brunson:               This video’s got 1.4 million views. Its got 10,000 shares, so it’s 1%.

Speaker 12:        [inaudible 01:06:19]

Russell Brunson:               Huh?

Speaker 12:        [inaudible 01:06:23]

Russell Brunson:               We’re not mathematicians, we’re marketers. You are definitely way smarter than me. It looks like one to me. It’s a ball park. If it’s close, we’re going to blow it up. That’s kind of about what we’re looking at. Then we can promote it. What’s cool about this, if you think about everything we talked about earlier, right? We talked about traffic temperature up here, right? What’s cool about these videos is that, every video, you’re learning what people respond to and what they don’t respond to. We realize like, “Wow, they actually care about biohacking vegetables. Let’s do more things like that, cause they shared it.” You’re able to speak to different times. You can speak sometimes in techno babble and you’re going to boost … It may not do as good, but you’re going to boost it to different audience. For me, I might do a Facebook live talking about funnels for network marketers and I do it and nobody on my page cares, but now that video, that ad’s done and my guy will blow up all the network marketing companies, and then boom. We get all the network marketers to come underneath us.

I might do one, funnels for real estate agents. Funnels for … I’m just, it’s like carving out little pieces of the market you can then target differently. It also helps you figure out what people actually care about, what they’re listening to, what they click on, what they share. As of right now, this is such a big piece of our strategies, because we’re learning so much so fast. I mean, I could write a thousand surveys and not get the same data we get from just doing a daily video, every single day, consistently, consistently, consistently doing it.

Russell Brunson:               From the funnel side, those are the keys you guys, and hopefully that helps a lot.

Speaker 16:        [inaudible 01:10:05]

Russell Brunson:               Am I allowed to celebrate something? Just kidding. We do an event once a year, that’s … Tony Robbins is our key note this year and it’s basically me on stage, with a bunch of our … [inaudible 01:10:18] difference. Me on stage and then we’ve got people that are click funnels members who are doing it in different markets. We got a really cool couple, Brandon and Kayla. They’re in the fitness industry. They sell $149 product. All they do is Facebook lives. In fact, they do an entire webinar pitch on Facebook live and they’ll do … During a live Facebook live, they do 150,000, 200,000 dollars live on it, and they boost it afterwards and do five, six, seven hundred thousand dollars. I’ve done … Jason talks about webinars later today.

Speaker 17:        That’s incredible.

Russell Brunson:               Doing, if you do a whole bunch of these viral videos like this on your Facebook live, and you’re building an audience and stuff’s coming that’s really, really good, then you come in and you do your entire webinar. I’ve done three Facebook lives that were me doing my entire webinar live and in front of everyone, just talking. Al of it over a quarter million dollars in sales, cause it’s just engagement and live and it’s really fun. A lot of cool ways you can use that. Anyway. I hope that helps you guys and …

Speaker 18:        That’s awesome. That was good. Thank you.

One little tweak, to increase the results of everything you do.

---Transcript---

Hey everyone, this is Russell Brunson from DotComSecrets.com and this is the Marketing in Your Car podcast. I wanted to thank everybody who left feedback and comments over the weekend on the podcast. I think it was like 174 people commenting which is awesome. I appreciate it. Thank you so much. We even hit, I think we’re at number fortieth top podcast last week which was pretty cool. Thank you guys all for that.

I got some funny comments in there I’m reading. One person said that because of me, it’s the first time they ever subscribed to iTunes which was pretty cool, so Apple should be giving me a percentage of anything you buy in the future. I also saw somebody say that the loved the podcast because they have the ability to slow down my voice on their phone. That’s a good thing I think.

I obviously have about a six minute commute to the office but I try to cram in about 15 minutes worth of content, just how fast I talk. That should give you guys the ability to slow me down if your commute is longer and get all the stuff out of it. Today, my podcast is going to be a little different than normal.

Usually, I’m sharing marketing tips or tricks, things like that but I want to talk about something that’s a little different but some of you guys may even be like, “This has nothing to do with anything exciting for me,” but I promise you that it has everything to do with marketing in your business.

What I want to talk about is the word awesome. We’ve got this little guy, he’s about 22 years old that lives by us. He’s got, I’m going to pronounce it wrong, he has cerebral palsy so he’s handicapped. His legs don’t fully function. He can walk with braces on his legs but very, very slow.

In fact, every time I pick him up, he wants to walk from his doorstep to my car and he wants me to time him. It takes about 15 to 20 minutes to walk that distance. He tries to talk but his speech is really hard for him to talk and get things out. I have to listen very, very hard to be able to understand what he’s saying, just this cutest little kid.

We take him every week to church and hang out with him there. About once a week, we bring him over to our house for dinner. His name is Jesse. I just want to talk to you a little bit about Jesse because Jesse is someone who is amazing. Every time I call him, I say, “Hey Jesse, how is it going, man?” and his response is always, “Awesome.”

Everyday, every time I hang out with him, he says, in his broken language, he says, “Russell, I love my life.” It’s really amazing to me because he’s someone who has so many things against him, so many disabilities. He can barely walk, can barely talk yet any time I ask him about how he’s doing, he’s always doing awesome.

I think it’s such a great lesson. I started working on my kids. I told my kids, “Look, most people live their lives everyday in a state of good. You ask them, ‘Hey, how are you doing today?’ ‘Good.’” Have you noticed that? Every single person you do says, “Good.”

About three or four years ago, the first time I went to a Tony Robbins event, I made a conscious decision that any time somebody asked me how I was doing, I would never say good again. I would say awesome. I started doing that and I started saying awesome. It’s so funny what happens.

When you’re at the airport at five in the morning and the person is checking your ID, “How are you doing?” “I’m doing awesome,” and it always catches them off guard, “Wow, what happened to you today?” What was interesting is it just changes the whole entire dynamics of your day and about every situation you’re in when somebody asks how you’re doing.

Instead of saying good, you say, “I’m doing awesome.” I started training my kids that. I said, “Look guys, when someone asks how you’re doing, you can’t say good. Everyone else in the world is good. We don’t want to be good. We want to be awesome.” I got all my kids doing that now.

It’s funny when they hear somebody saying, “How are you doing?” “Good,” they say, “Daddy says we are awesome,” and they always tell everybody we’re awesome. You may think that’s such a little insignificant thing but what’s interesting is I don’t think it is.

I think it has to do with everything about how you produce, how you perform in life because everything we’re doing, every situation we’re in, we’re bound by the state that we’re in. If I, for example, when I was wrestling, if I would go in a wrestling match and if I was in a bad mood or if I thought I might lose, or if I wasn’t excited and I walked down the mat, a lot of times, I would lose because the state that I was in.

What I found is it really correlates over into business, athletics, business, relationships, whatever it is. The state that you’re experiencing whatever you’re doing in has so much to do with your outcome.

If I got a hard day of work that day and I show up, “Oh man, I got a lot of work to do,” instantly, because of the state I put myself in, “Ugh,” I can’t perform to my top level. It’s just impossible. If I come back and I shift it where I wake up in the morning and I walk in the office and say, “Awesome, excited to be here today,” suddenly the state you’re in is different and your performance level completely changes.

It’s shocking. You’ll notice how little of a thing that is but how huge of an impact and how big of a result it is. I remember when I was wrestling in high school, I had a coach. His name was Mark James. I remember I think it was my sophomore or maybe my junior year, we had a really hard practice.

Afterwards, he took everyone in the back hall. He was talking to us. He talked to us almost an hour. I don’t remember a lot of what he said but there were a couple of things that really stuck out to me. One of them he said was just talking about the power of our attitude. He said that the attitude you have is going to drive everything one direction or the other direction.

He said, “Look, everyday we’re coming here for practice, we’re working out anyway.” He said, “You’re going to be doing the work no matter what so you can either do it with a negative attitude and make the whole thing miserable or you can have a great attitude and everything feels positive.”

He’s like, “You’re going to be here for two hours a day anyway in the room working out hard. Just choose your attitude. Choose the right one because if you do, your results will be 10 times better because of it.” I remember taking that to heart.

For those of you who know much about wrestling, in wrestling, we used to cut a lot of weight. This was back when I was in high school, it was before, it was actually my senior year in high school, there were three kids that died cutting weights so they changed all the rules and made it a lot more difficult but prior to that, we used to cut a lot of weight. I was cutting about 30 pounds every single week of water weight.

That was a lot of work. It would take about three or four days to lose 30 pounds of water weight, and then we’d go weigh in, boom, we’d eat, and three hours later, we were back to the same weight we started but I was doing that every single week for an entire season. It was draining. It was hard.

I remember thinking about Coach James, what he told me about, “You’re going to be here no matter what. Just have a good attitude and everything will be different.” I remember I used to put my plastic gear on. I’d put my sweats on, and I started jumping rope. I’d try it with a big smile on my face.

Everyone is like, “Why are you smiling? You’re cutting weight.” I remember I used to tell people, “Look, I’ve never lost with a smile on my face.” I said, “When I lose a match, I’m depressed, I’m angry, I’m frustrated. I might be crying, whatever it might be but I’ve never lost a match with a smile on my face so I’m going to have a smile on my face while I’m doing this because I don’t want to lose.”

That was the attitude that I had in wrestling. It took me very, very far in high school and also at a college level. It’s also really helped me a lot in business as well. That’s something I’ve tried to do when we’ve had ups and downs. What’s interesting about my business is we’ve had some big, big ups and some big, big downs.

I know everybody out there struggles in business. Some of you guys are struggling to make your first dollar. Some of you are struggling to figure out what product to sell. Some of you guys are trying to struggle to figure out how to get to the next level but I’ve had some big wins and big losses.

We were at the point with our company, we were doing a million dollars in sales a month and all of our merchant accounts got frozen. If you can imagine making a million dollars in sales a month with over 100 employees, that’s a lot of overhead. I think our overhead at the time was about $700,000 to $800,000 a month.

When suddenly your merchant accounts get shut down, you have no ability to collect cash, man, that’s a scary situation. There are different ways to look at it. One is depressed, frustrated, and the world is picking on me type thing but what happens when you put on that attitude? As soon as you do, everything shuts down and you can’t produce, or you can step up and wake up in the morning and say, “Today is awesome, I’m going to go attack this thing and figure out how to beat this thing,” and you walk in.

Suddenly, the state you’re in is a little different. Because of that, you can produce, the ideas come faster, the energy of the people that are around you changes, and it just changes the whole dynamic. For all you guys out there, I guess my point of today’s podcast is I want you guys to be like Jesse.

I want you guys waking up every morning and when somebody asks you how you’re doing, don’t be good. Good is the enemy of greatness. Don’t be good. You be awesome. Next time somebody today asks you, “How are you doing today?” just see what happens. Tell them you’re doing awesome, and look at the strange looks you’ll get on their face.

A couple of things will happen. First off, you’ll put yourself and keep yourself in a peak state of performance that you need to be in in order to be able to produce in whatever you’re doing. Second off, you’ll start raising the level of people around you, whether it be your employees, the people you’re interacting with but as soon as you tell somebody you’re doing awesome, it puts a smile on their face and changes that person’s attitude as well.

You’ll start affecting other people and kind of like a bee that flies around from flower to flower, all they’re doing is trying to get their nectar, trying to get their pollen but because they’re doing that and they’re spreading the stuff around, that’s what makes all the other flowers blossom and bloom, and makes it all possible. Do that for yourself. Do it for the people around you but give yourself that gift of awesomeness.

Just be excited. Be happy. I don’t care how depressed you are or what situation you’re in, whatever it might be.

If you can just change your state, instead of being good, be awesome, just like Jesse, I don’t care what situation you’re in and how tough life could possibly be, you can weather those storms and come out victorious and on top. Also remember, you can’t lose with a smile on your face. That’s what I got for today, you guys. I’m at the office.

I hope you guys have an awesome day today. Again, make sure you let other people know about this podcast if you’re enjoying it at all, and if you got any feedback or comments, we’d love to see them on iTunes. Thanks everybody, and I’ll talk to you again tomorrow.

Some dude snapchatted me and check out what happened next…

On today’s episode Russell talks about how having proof of the results you give people will help you gain more sells. He also talks about a new event that will be launching a practice run with inner circle members in two weeks.

Here are some interesting things on today’s episode:

• Find out how a single Facebook post ended up bringing about a 43 person wait list to be in Russell’s Inner Circle group.
• Find out what kind of event Russell is launching in two weeks.
• And figure out how you can use proof to bring more people into your business.

So listen below to find out how proof is power.

---Transcript---

Hey everyone, this is Russell Brunson, I think I’m going to change the name of our podcast to Marketing During Snow days. We just had Snow day number 6. I’m at the house in the snow and yes, I’m praying that the snow melts so our kids can go to school. Plus we’re supposed to have three trucks bringing all the stuff for the new Clickfunnels office today, and they all got stuck in the snow. So we’ve been delayed another day in getting our office finished and moved in which makes me want to cry a lot.

Some cool stuff, though, while we’re hanging out. Steven came over. He’s been reading the Expert Secrets book. He’s the first person to actually read the final, the almost final draft. I’m curious your thoughts so far.

Steven: it’s pretty much going to change everyone’s life again. You know how the first book changed your life. Get ready to change it again. You were seeing in color, it’s actually going to be more vibrant.

Russell: We’re going to color.

Steve: it’s really good though. This is fantastic. I sit next to Russell and I hear him say this stuff and now I’m actually reading it like, oh my gosh. Oh my gosh! I’m not going to sleep tonight.

Russell: I’m so excited. This book has got twice as many pictures or more. And yes, we’re working right now. So we’re launching a new event called the Funnel Hackathon event, or FHAT for short. Our FHAT event. We’re going to be doing a test run, is it two weeks? Or three weeks? In two weeks for some of our inner circle members and it’s going to be amazing. It’s basically going to be a three day workshop style, where everything in the Expert Secrets and Dotcom Secrets books, we plug in and actually build it with you live.

Kind of a good example, most people, this is how I kind of learned as well. I’ll go through and read a book or course and I’ll immerse and go through all this stuff, and I learn so much of it and I’m like, “I gotta go implement it. Oh wait, I gotta get back to the real world.” And then you never do. It’s interesting, I was talking to Brandon and Kaylin, who are inner circle members who are crushing it. And what he’s said, the way he did it, which was different. I was like, it’s different but I think it’s right. He said that they sat down with the book and the audio and everything. We listened to part and paused it. And then we stopped and figured out that piece. Then we push play again. Listen to it, stop, paused it and figured out that piece. What we did, after we were done with the book and training, we had our attractive character built out, we had our soap opera sequence, all the pieces were done.

Most people don’t do it that way. Most people learn it and try to go back and implement. They forgot stuff, or don’t have time now, all sorts of things. We wanted to make an experience where people leave their environment. Actually we wanted to make it even cooler, we wanted to make this a pilgrimage. The Muslims do a pilgrimage to Mecca once in their life. They go and do their thing.

When I was wrestling in high school, we used to do a pilgrimage, called it the pilgrimage to Iowa, because Dan Gable, the greatest wrestler in our sport ran wrestling camps in Iowa. So our whole high school career, everyone saved up money through a pilgrimage to Iowa so that I could be coached by Dan Gable. My junior year in high school I finally made. I saved up my money and went. We went to practice with the Iowa guys. We met Dan Gable, shook his hand. I was like, “I just shook Dan Gable’s hand. There’s no way I can’t win.” It’s done, it’s over.

So I want to make this a pilgrimage, people come to Boise to get their funnel done. We keep talking about how you’re one funnel away from whatever it is for you. We want that to be, “you’re one funnel away, come to Boise and we’ll build that out.” In this event. So we’re doing our first FHAT event for the inner circle members in two weeks. So Steven is working on the workbook right now for that. And then that’s kind of the initial game plan. And then if it goes well, as we think it will, we’ll start doing those more often here in Boise and have people come back. So that’s what we’re working on today, which is fun.

So anyway, hopefully all of you guys will want to come do your pilgrimage to Boise, because it will be amazing. With that said, I wanted to share with you guys something amazing. It’s been interesting, over the last month or so, we’ve been reworking some of our offers. Our certification program, for one. We launched it at the first funnel hacking live event. We brought a group through and then we closed it for an entire year. At the second Funnel Hacking Live event we reopened it up, brought in another group of people and then a couple of months later we opened it up, we’ve had people coming in more consistently. If you haven’t gone through the certification program, I don’t care if you’re a business owner or if you are someone looking for a new business opportunity, you should come through it. If you go to cfcertified.com you can see info about the certification program.

But as it’s been another year and we’re trying to rebuild the webinar and change things, we’re looking and all these success stories of people who have come through in the last year. We’re looking at all those things and we’re like, “Man, we could literally just have a webinar, here’s 50 people that have made their money back, plus more. Or have doubled their money or 3x’d their money. Or have built huge careers on the back of this now, because we have so much proof that this process works. It just works like magic.

So we’re like, “What if we just, instead of trying to sell this and work really hard at it, what if we just did a proof webinar.” Like, “Hey, if you’re thinking about getting certified, here’s 50 people who have done it. Here are their stories.” And that was the webinar, how interesting. It reminded me of rewind back in the day. John Reese, he launched the first internet marketing product, which made a million dollars in a day. It was called Traffic Secrets. He did the big launch, in fact, if you go to archive.org, they have this thing called the wayback machine. You can type in www.trafficsecrets.com into there. And then look at, I think it was in 2005, 2004, whenever the initial launch was. You’ll see this sales letter. It’s this big, huge long form sales letter with testimonials, it was amazing.

Then after the initial launch they shut it down and a year later they rrelaunched it. And when the relaunch happened the sales letter was completely different.  All it was, was a big headline that said, “Proof.” And then it was 150 pages of testimonials of everybody who had success with the program. That’s all it was, then order button at the bottom. Then they relaunch it and made as much, if not more money the second time. It was like, “Here’s proof of the thing you heard about, actually is legit.

So anyway, I was thinking about that. What’s kind of cool is we tested this and it wasn’t on purpose. We didn’t mean to do this on purpose but, dang it worked really, really good.

So I’m going to share with you. So some of you guys know Dan Henrie, who is in the Clickfunnels group. He read the Dotom Secrets book. And then he did a perfect webinar. He just, how long ago was that? Do you remember?

Steven: Um, I think it was 5 or 6 months.

Russell: Yeah, 5 or 6 months ago. So he launched the perfect webinar and he just passed it, or is about to pass it?

Steven: Just passed a million.

Russell: So he just passed the million dollar mark. And this a guy who prior didn’t have any of those things happening. So reads a book, does a perfect webinar, makes a million bucks and it’s awesome. So we’ve been teasing him relentlessly. “Hey you should join the inner circle.” And the inner circle, a lot of you guys know, it’s usually full. There’s 100 spots, so for the most part we don’t advertize it at all anymore because it’s always full. People re-up year after year, which is really cool and kind of a testament of how good of a program it is. But every once in a while we get someone who doesn’t re-up for whatever reason. Sometimes it’s….whatever. Everyone’s got a reason. Some people feel like, they’re good now. Some people just don’t re-up because, honestly I  have no idea. I can’t fathom why people wouldn’t. But there’s some people who don’t.

So usually it hover around anywhere from probably 95, 93, members that are in there. So we always have a couple of spots that are there. So we don’t do any active promoting, but people just kind of trickle in. They hear about it on the podcast and they apply and if there’s room we let them in. If not we say, “sorry.” And put them on a waiting list. Every once in a while we’ll open up a waiting list. For the most part, we don’t advertize anymore, it’s just there.

So right now, I don’t know how many spots we had left, I would say probably a handful, 5 or 6 spots were still left. I was like, “Do we turn ads back on to promote?” or whatever, I was thinking about it. Then Dan Snapchatted me and he was like, it was a picture of his Stripe account for the day and he made $25,380, something like that. He said something like, “Finally decided to join the inner circle and take the plunge, I’ll just use today’s earnings from my webinar to cover it.” Or something like that, it was really cool.

So I took a screen shot of it on Snapchat and posted in our Facebook group and just said, it had his picture from Snapchat and it said, “Step one, get the perfect webinar script for $4.99. Step number two, get Clickfunnels. Step number three, join Russell’s inner circle.” And it had a link to russellbrunson.com, which is where people apply. So I posted that to our Facebook group and that’s it. And what’s insane is can you guys guess, before I tell you the number, I want you to guess how many applications that we’ve got in the last, what is today? Thursday. So it’s been 2 ½ days. So in the last 2 ½ days, guess how many inner circle applications have come in from that one post? I just laugh because it’s so hilarious. What’s your guess? I don’t want to tell you yet, I want you to guess.

Okay, on the count of three, you’re going to say your number out loud. 1, 2, 3 blah. What did you say? Did you guess 5, did you guess 10, did you guess 20, 25, did you guess 30? Well if you guessed 30 you are way too low. We ended up from that one post in our Facebook group, with 43 new applications for inner circle, which is insane. Because we literally, I think we’ve got 3 or 4 spots, I don’t know the exact number. But 3 or 4 spots are open before our next set of meetings.

Isn’t that crazy? And it wasn’t me selling anything, it was just proof. Boom, here’s proof. So for you guys, I want you to start thinking more and more about that. Most of us are amazing at getting results for the people we serve, but we’re horrible at getting, capturing the stories of that. It doesn’t have to be this huge thing. It can be just capturing it. A good example is in December we launched our Funnel Immersion Fire Sale, Some of you guys may remember that. We sold a ton of them.

In our Facebook group everyone started commenting, “This is amazing. This is the greatest thing in the world.” People were like, “Shut up and take my money.” Everyone commenting about how good it was, so anyway, we ended up closing it down and what we did is made, we turned that into an upsell for one of our products. And it’s a $300 product, so normally for a $300 product I have to have a really good video to convince people to buy it. But we didn’t have time for that, so all I did was, we had a video of me like, “ hey, if you want this other course, it’s really cool. You should get it. It’s $300” then underneath the video we just had screenshots of other people’s Facebook things talking about how amazing it is. And right now that upsell is converting probably about 2 to 3 times higher than I thought it was going to for a $300 offer, which is insane.

Again, it’s just proof, tons and tons of proof. What I would say for you guys is start gathering proof. That’s the key. That is the key to this game. Gathering proof, gathering testimonials. People say something nice on Facebook, snap, screen shot it. Somebody Snapchats you nice things, screen shot it. Somebody does something amazing, pay for them to fly to you and capture it on video.

If yo look at how we sell the inner circle, initially I went and served and worked for Drew Canoli for free, gave him a huge result, built him a funnel which by the way, I just found out that funnel’s done over 25 million dollars since I hung out with him, isn’t that crazy? I should charge more for the inner circle, it’s insane.

But 25 million bucks he’s made with that funnel so far, and it’s still cranking. All he did was made a video and talked about the result we gave him and that video is what launched inner circle. A little while later someone named Liz Benney saw a good looking picture of Drew Canoli, applied for inner circle, came in and we gave her a good result. And when she came to Boise, we captured that result, posted that video online and that video has continued to fill inner circle.  But it’s all come down to proof.

It’s funny, if you look at Liz’s testimony, go to russellbrunson.com and look at Liz’s testimonial. She never once talks about how money she made, no income claims, no nothing, just her talking about her experience with working with me. That’s it. And that has filled our inner circle and you can do the math. It’s $25 grand to join the inner circle, times 100 people. It’s a good program and it’s built off of proof. So become fanatical at getting results for people and then in return capture those results. Not only are they going to be okay with that, most of the time they are excited by that. It’s you talking about how great they did, and us as human beings, we happen to like that.

Remember a couple of episodes ago we talked about significance. We all like it, even if we hate it. It’s there, so don’t…..get people their significance. If they’re doing good stuff, they want to tell their story and most people would love to have you share it, so capture it in whatever format you can because that’s the future of sales. Someone asked me on a podcast interview a little while ago, “What’s the future of internet marketing as you see it.” I was like, “I think the future is a lot less selling and a lot more us showing results of people we got.” Because that’s believable.

People inherently believe Facebook posts, so those look good. People inherently believe videos that are emotionally connected. Those things are belief because they’re real. So focusing on that.

Anyway, that’s what I got, I gotta get back to the book because I have to finish this book this week or else it won’t be published in time for the launch date of April 18^th. So I’m hustling. Hopefully this gave you guys some value. Go capture some proof and if you want to get in inner circle, there’s 43 people online, but if you hurry maybe you’ll be a better fit than one of the other people. So go to russellbrunson.com if you’re ready for that. That’s it you guys. Appreciate you all, have an amazing day and we’ll talk to you all again soon.

The key to getting people to have the same epiphany that you had.

On today’s episode Russell talks about state control. Why being able to be a good storyteller to get people in the same state you were in to give you an epiphany, so that they too can have one is necessary to sell them.

Here are some cool things you’ll hear in this episode:

• Hear the difference between stating how you felt and telling the story in a way that will put other people in the same state you were in.
• Find out why it’s important for people to have the same epiphany as you in order to sell them.
• And stick around to the end to hear one last little value bomb about the blue underlined link used in Clickbank.

So listen below to find out how to get your customers to have the same epiphany you once had and why its so important.

---Transcript---

Hey everyone, good morning. This is Russell Brunson and welcome to, you know where we are, we are here today with Marketing In Your Car. Alright everyone, I hope you guys are doing good. I am on day number two of my routine. Not going to lie, I am feeling it. For some reason I couldn’t fall asleep last night, probably because we turned on bachelor in Paradise and that was dumb. As soon as that started, it was like, there’s 2 hours of my life that I’m not going to get back. It’s actually less than that because I can fast forward through the commercials, but it was still way too much time. So probably about 11 I passed out on the couch, wake up and I’m like, “Oh crap, I’m already an hour past bedtime, I gotta wake up at 5.” So I jumped into bed and then for some reason I couldn’t sleep until 12:30 and then I finally fell asleep until Norah woke up at like 2. Tough night.

5 the alarm clock goes off, I jumped in the float tank and floated, which was really nice. Then I had my call with Tara, my energy session, which was amazing and cool and weird and I don’t know. But it’s good, so I really enjoyed it. And now here we are, we’re driving to the office. So I wanted to tell you guys today, I don’t know about you guys, but I love just the art and science of what we do. This whole marketing game. So for me, it’s like here’s the scientific funnel structures that we know work, and within that framework then we have the art. How do we get it to break people’s patterns and cause emotion and get people to connect and bring them back to where they’re at?

It’s interesting, one of the coolest things that I figured out as I have been writing the new Expert Secrets book, it’s just cool. If nothing else, writing a book is cool because it causes you to deep dive, immersion, all the stuff we’ve been talking about the last couple of weeks. All these cool things come out. And one of the things we were talking about in the book is the whole epiphany bridge concept. I showed you guys a bunch of times, and if you missed that go back to Marketinginyourcar.com and search for one of the episodes on epiphany bridges. But it’s coming back to rewinding and trying, not to sell people, but to get people to buy into what it is you’re selling.

So that’s the difference between selling and getting people to buy into what you’re selling. It’s like, trying to get them into buying into something. So I have to cause an emotion for them to be able to buy into that. So for me, a lot of times it’s going back and telling the back story. So you figure out, you start this back story, and the back story is important because where you’re at today, is where your audience wants to be, that’s why they’re listening to you. So your back story brings it back to the spot where you’re starting in the same spot they’re at. So that’s the key, it’s coming off of your pinnacle or whatever you want to call it, the mountain on high, where people are looking at your success and coming back down the mountain and standing where they’re at and saying, “Hey, let me tell you about where I was in the same spot, because you want to get to the top of the mountain, that’s where am right now. Let me share with you how I got there.” So you step down off the mountain and you share this back story. You bring them through this process and then you’re telling them about the epiphany you had. Whatever that process or the thing you learned or read or discovered or whatever. Somewhere you had this epiphany that caused you to move and that was kind of the process.

There’s a whole bunch in the other podcast about how the epiphany is getting people emotionally connected and things like that. But one of the interesting things, so we talked about in the book, a lot of people tell stories and just kind of tell the story. But if you want to become good at telling stories you have to move away from just the telling of the story. The facts and the details, like “Hey, I woke up this morning and I was really tired so I blah blah blah.” And just tell the story, a lot of people tell stories like that. And getting into the feeling side of it, if you read good books you’ll notice when you read the book the author doesn’t just say, “Hey I walked into the room and then I went to the bathroom and then I left.” The author walks in the room and he describes the room. “I walked in the room and on the side I could see the paintings that were kind of dusty and they were off center so you could tell they hadn’t been upkept, and the lights in here, one of them was kind of flickering and it gave this dim shimmer on the room. And there was kind of this music you could hear quietly in the background, almost like elevator music but even more quiet. I could smell this musty cigar smell that reminded me of my grandpa and reminded me about back in the day when he used to bounce me on his knees.” So I’m describing the scene to you, number one.

Number two starts bringing you into the emotional things, like how you feel. “As I walked through that door, my hands started to sweat. And as I did that my mouth started getting dry and I had this weird feeling where I couldn’t swallow. I tried to swallow but it got stuck on the swallow. And then that thing that was stuck in my throat and started to swell and I felt like I was going to choke on it, because I couldn’t quite get it through. So I had to cough to get that pressure off my thing and all I could think about was how thirsty I was and I needed some water quick. So I looked over to the bartender and I saw…blah, blah, blah.” So that’s the story and it starts bringing you into the actual feelings. So he starts describing how you feel and the emotions and the senses and you start kind of describing those things.

In the book, and in the event we did last week or two weeks ago, whenever that was, we talked a lot about me telling stories. How to tell them, how to get deep into the emotional side and painting a picture. And I was thinking about it and how to write this section of the book, I was like, “Why is that so important?” and all the sudden it hit me like a ton of bricks. If your job is to tell this epiphany story, this epiphany bridge and you’re trying to give somebody the same epiphany that you had, obviously you tell the story and you hope that the moral of the story is the same thing they get, they the same “Wow. I should have a funnel. Wow, I should definitely change my career. Wow, I should do this way to lose weight.” Or whatever that epiphany to have is. For them to get the same epiphany you had, you have to try to get them in the same state that you were in when you had that epiphany. That’s the key, that’s the big aha I had this week. It’s all about state control.

I should do a whole course on this, it’s so cool when you start understanding it. I learned it originally from Tony Robbins. How to get in a state instantly. If you search Tony Robbins, search the Triad, it’s a concept he talks about where it’s basically there’s 3 things you need to do to get in state any time. Your physiology, what your body is doing. Then there’s pop quiz if I remember them. Physiology, focus and meaning. So what you’re focusing on and the meaning you’re attaching to things. And you can instantly get into any state as soon as you understand the pieces that go into state control. You can instantly go into a state. I want to be in a happy state. Boom, you can do it by changing your physiology, change what you think about, change your focus. Boom, boom, boom, really quickly you can get into a happy state, or a depressed state. State control is the key when you understand it. So when you understand it for yourself and how you can, not manipulate, but how you can control it and use it at certain times, the same things happening when you’re telling your stories. You were in a certain state when you had that epiphany, so because of that, the change happened. Have you had a friend that tells you a story and they’re like, “The most amazing thing happened ever! It changed my whole life.” They tell you the thing. “This was the thing.” And you’re like, “That’s it? Dude, that’s not a big deal.” And they’re like, “No, you don’t understand. When I heard it, it changed everything.” And you’re like, “It’s not …” and the reason it’s not a big deal to you is you’re in a different state when you heard it. So the state you’re in, it’s not that impressionable. You’re like, “Oh, yeah. Whatever.” The power behind the epiphany that they had when they share it with you, because you are in a different state, you miss it. There’s no emotion to it.

So for one of our stories when we go back and tell our stories, when we’re telling this epiphany bridge, the goal of the story is to get them into the same state that you were in. Because if they’re in the same state you’re in, you control that state and get them to that same state, then they’re more likely to have the epiphany you are trying to get them to make. Does that make sense? I haven’t verbally talked about this, I’m kind of thinking through it live on this podcast to help you think through it. But that’s the key, that’s why it’s good to start understanding the principles of good storytelling. And understanding how to describe the scene that you were in and describe the feelings that you felt, the emotions. Because you describe those things, even though that person is not there, you start telling this story. Like I told you guys the story of the room I walked into. That was all make believe on top of my head, but I’m guessing you guys had a vision and you felt like you were in that spot. And I talked about how I felt when I walked in, my nervous system and the lump in my throat and how thirsty I was. For a minute you guys were taken to that spot. You have to be as I describe it.

So for you as you’re trying to tell your stories and give people an epiphany, think about that. It’s not just you have to tell them the story to give them the same epiphany. You have to get them in the same state you were in, and you do that through how you tell the story. Through breaking down the environment and the emotions and all these kinds of things, because when you have those two things in the storytelling process, if you do it correctly you’ll get that person closer and closer and closer to the state that you were in when you had the epiphany. When you share that piece of the story they’re much more likely to have the same epiphany you had. So that’s it you guys.

It’s all about state control, so exciting. So I would recommend, here’s your homework assignment. Google Tony Robbins, State Triad, I don’t even know, search Google, Youtube. Find some videos of tony teaching about that, because you need to understand how to do state control for yourself. How to control the state you’re going into, which is powerful. But then second off, you start understanding, as I’m telling my stories these are the things that I’ve got to control in the story. I gotta control the physiology, so how do I do that? I explain my physiology. I want to control their focus, I gotta control the meaning, I gotta control all these different things. How do I do that? By sharing what I was thinking. By sharing my meanings I was attaching. By sharing all those kind of things. So state control. I’m excited. I want to write a whole book on that now. Just kidding. No time for that. No more books. I swore I’d never write a book again after this one, but it would be a cool topic. Maybe we’ll do a training, a deeper one on it.

But state control is pretty exciting. So there you go, you guys. Hope that kind of helps as you are doing your stories, writing your webinars, crafting your pitches, connecting with people. Think a little bit more about state control. Alright that’s what I got. See you later, have an amazing day.

Oh wait, you guys want one more last value bomb. We learned something cool today, yesterday actually. So Clickbank makes us, when we have a button, you have to have a text version of the button underneath it, so let’s say the button says, “Click here, order now.” Underneath that you gotta have a blue underline link “Click here to order now.” Looks ugly and that was annoying. But Clickbank on their rules said you have to have that, so we had to do it on this thing. So for the Free Water Straw funnel we launched last Thursday, John threw on this heat mapping software, which he always does on the pages, it’s kind of interesting. So he threw it on there to see what’s happening. And what’s interesting is if you look at the page where people are clicking, we’ve got the video, the call to action button, copy, call to action, copy, call to action, anyway the last button, the thing that had the majority of the clicks on the page was on page 3 or page 4 in this funnel and it was the blue underline link underneath the button. Crazy, crazy. So guess what I’m doing right now. I’m going back to every button on every one of my pages and making a blue underline link underneath it. Because It’ll increase your click through rate. All my emails going out will no longer ever have just a button. They will have a button with the blue underline text underneath it, so there you go, guys. There’s a little value bomb for you today. Alright, that’s what I got. Peace you guys, have an amazing day. Talk to you soon.

Hours before we launch our new book, these are my thoughts.

On today’s episode Russell talks about his book launch and how the funnel works and why he thinks it will increase cart value.

Here are some cool things in this episode:

• Why Russell thinks shrinking the size of the funnel will help increase cart value for his book launch.
• And why building a relationship on the back end is so important and has the potential to make much more money.

So listen below to hear how the funnel works for the book launch today.

---Transcript---

Good morning everybody, guess what today is? Today is book launch day and I’m so excited with this really weird underlying feeling of being so tired. We totally were up last night at the office until 3 and now it’s 9. So that’s 6 hours since we were…..that’s 4 ½ hours of sleep. That’s pretty good. So a little tired, but feel good and excited and nervous all wrapped up into one huge thing.

The book launch goes live in 5 hours from right now. So we’re going in I have to finish the initial sales page, sales page for selling only a free book, it’s pretty intense and amazing and exciting and I cannot wait for you all to see it. In fact, by the time you hear this, it’ll probably be live. So that’s what’s happening today. We’re going live. This is 18 months worth of work and effort and stress all coming down to today.

It’s funny because it’s interesting at our events we do a hack a thon and make people stay up late and work and get a project done. At our certified partner event we make people do a hack a thon where they stay late. At our FHAT event we do that. There’s something about having a deadline that makes things get done. Because we’ve had a long time to work on this funnel but until it was like, k this is happening tomorrow. There’s just something about deadlines that make things actually get done. It’s kind of like how urgency and scarcity makes people buy, urgency and scarcity makes you get stuff done.

So we’ve got 5 or 6 of us hanging out at the office last night, we ordered sushi, working on the funnels and the pages and the videos and all the stuff. It’s turning out cool. So I know they’re all doing testing now and making sure all the order flow works and nothing breaks and all these kind of things. But that’s kind of what’s happening. I’m excited.

This is going to be a short one because I’m almost to the office already and I got a lot of work to do to get this thing live. But my one thing I wanted to share with you guys that I thought was cool, I talked to the inner circle group about this, back in the day I used to think that the goal of funnel was to sell people a thousand different ways. So we used to have these funnels that were really long. Not a good long either. It was like, upsell, downsell, upsell, downsell, just kept going until people hated me. And I thought that was the power of funnels and it’s not.

You can make a lot of money off somebody once through a funnel, but if you do it right, you make a lot of money off them forever. It should leave them having a better experience than without buying. Or it should make the buying experience better and not a worse experience; otherwise the funnel was a bad thing. And I don’t want these to be bad things for me or for anyone.

So I’ve been and you’ve all been into funnels where you get caught in this trap of upsells and downsells and it’s horrible. So my whole mindset this launch is how do we shorten the funnel? Which seems counterintuitive, but I want to shorten the funnel and then extend the value on the back. So what that means is basically when you go to book funnel you notice a couple of things. Page one you put in your shipping address, then page two basically you go from the book, to we upgrade you to the funnel hacker black box and also put in the fast product creation training.

So even though it’s a free book, during the check out process people will spend almost $70. So we increased our average cart, potential average cart value that much even though it’s a free offer. And then we just only have one real upsell. So the upsells there. If you say no to those there’s a downsell, but other than that it’s over. And then the transaction ends and on the thank you page, this is where we start the extending of the relationship building side of it.

So you come in the thank you page, there’s a 90 minute video of me training, which is one of my best, I’m proud of it, one of the best videos. So they get that, they get 90 minutes of education and training and it’s amazing. And the call to action at the end of the training is an opt in to this web class. They opt in to the web class and there’s 2 hours and 20 minutes of training that happens over the next few days.

Anyway, when you look at it, it’s like I’m extending, I’m shrinking the cart while still increasing the average cart value, then extending the value on the back side of it. But anyway, that five day class pushes them into a $997 Clickfunnels thing and then from there it transitions to the next thing. But it’s just interesting.

So my thought for today, first off make your funnels cool so people have a good experience and they enjoy the process. Shrink the size of the funnel while increasing the average cart value in a cool way that people enjoy. Then extend the back end follow up funnels through the training and education to build the relationship moving forward with people. Anyway, that’s my thoughts. I might be completely wrong, but I think I’m right. So we’ll find out soon, like 5 hours from now. Anyway, appreciate you guys for listening. I hope you have an amazing day and we’ll talk to you guys soon.

An idea that sparked when I heard Tim Ferris speak in New York has dramatically changed the structure of our business.

---Transcript---

Hello everybody who is listening to our podcast today. This is Russell Brunson, and I want to welcome you to the marketing in your car podcast.

I am having the most fun week I think I have had in a long time with business. Awesome stuff is happening. We just signed a deal Kevin Harrington and Click Bank and Traffic and Conversion summit that was amazing. A bunch of cool stuff is happening. Our living on a coupon site, we relaunched it using a bunch of social media, and we have gone from…it has gone from…it was making about $10 a day to now, $200 a day in two weeks period of time.

It is scaling rapidly, which is fun. Tons of fun stuff is happening. I want to talk about one little thing that I have been doing that we are doing right now that I think is, it is probably one of the smallest, yet the biggest breakthroughs I have had in a long time. Some of you probably remember I signed up for Joe Polish’s, 25k group. I didn’t join the group. I just went to the $10,000 thing out in New York. My wife and I went out there.

I had a couple of podcasts when I was out there. When I was out there, one of the speakers was Tim Ferris. One thing that Time Ferris said that has been resonating in my brain for the last couple months since then was someone asked him, “Should I be on Twitter or Facebook or YouTube? Where should I be at?” He said, you need to pick one. Pick one that is going to be your home. That is going to be your desired way to share stuff with your audience. Forget about the rest. People try to do things on 30 platforms, but they are never successful. Pick one that is going to be your thing that you know you can go to and focus on and go to over and over again.

If you do that then you are going to be successful. Again, that’s just a little thing that makes a lot of sense, but I have been thinking about it. I have been looking at my own business, and my business is all over the place. Some of you guys probably know. I hate going into Facebook, yet I have eight Facebook groups. I have a Facebook group for our local group, for dotcomsecretsx, for Russell Brunson fans, things like that.

I think we have five or six different continuity programs that are all separate. We have multiple blogs. All of this stuff out there. It’s confusing for me because of that, I never, I get overwhelmed logging into Facebook because I had 12 groups I needed to look in and check and communicate with.

Because of that I don’t log in and talk to anybody. I have a blog except I never blog because I know that I should blog. Twitter and tweet, and I never do anything. Because of that, because there are so many thing to do, I just don’t do any of them. I started thinking, I need to centralize everything and make everything simpler and easier for me and for our customers. That way they have a very clear path. Because of that we have been shifting a lot of things.

We decided what social media platform we are going to focus on. We are taking all of our eight or 10 or how many groups we have, we are deleting them all and create one group. It is going to be like the dotcomsecrets group. We are going to push everybody to that. As far as all of our products, we are merging multiple continuity programs into one.

If you join one, you get access to all of them that way people aren’t like, “Should I join this one or this one?” I don’t want to make my customer confused and feel like they have to sign up for multiple things. I want everything into one, singular focus. We have been doing that. From that idea we decided instead of right now we have tons of products all over the place. What if we created one customer center?

Somebody bought something and logged into any of our sites, and it takes you to this one, centralized customer center that has all of our products that they purchased. They can see, click on it and boom, get the information. Again, we had this idea and it seems so simple now. I am like, why didn’t we think of this years ago. It is brilliant.

People come in and see all the products they have access to and also the ones they don’t have access to. Click on them and buy them right there inside of our customer center. We already have the credit card on file, yes I want this product, and boom we ding their card and it unlocks it for them.

These are some of things we are doing all from that one little idea of communicating it to one platform. How can we shift all these things and move them into one platform? It’s been a fun process. Anyway, you guys will start seeing this come out soon.

We are probably two or three away from having the customer center done. We also have merged the customer affiliate center together. Those two accounts are basically one account. You log in, and you have your customer stuff and you have your affiliate stuff all tied there together.

It’s pretty fun and pretty exciting. I am excited for it. For you guys, think about for your business. Same kind of thing. What platform are you going to publish on? Just pick one. Is it going to be your blog? Facebook? I think blog and Facebook you can tie those two together because I look at Facebook more as like a way to amplify a blog, but what ‘s your home base? Some people, Facebook is their home base. Some people it is YouTube. They post videos all day. They use Facebook to promote it.

Where is your home place that you are publishing stuff all the time so people can find it, see it. They know if they are on here for Russell it is all right here. Same thing for you. Where are you going to publish at? If you looked by our products where can they find them at? Are they consolidated in one spot where they can find them easily? Can they upgrade and buy other things very quickly? That’s what we are doing. I am excited. It is going to be fun to see this whole thing roll out.

Before the end of the year you guys will see a new blog, new customer center, new affiliate center, a whole new strategy, a consolidation of our continuity programs into one continuity program, which we are lowering the price on.

I think it is crazy, but I think it is going to be really good too. I am excited. Hope you guys are excited about your business as well. If you are not excited then listen to these podcasts again and get refired up and reenergized. One of the times I was not excited was when I was not learning and growing. Get back into learning mode, the education mode. Learn some stuff. Get excited. Go apply it, and have fun with your businesses you guys.

I am at the office now. I am going to get some work done, get this stuff all consolidated so soon I will have a cool blog that you can actually read all the stuff I have to share with you guys. Thanks you guys, and I will talk to you soon.

Is the pursuit of a worldly desire an OK thing to go after?

On today’s episode Russell talks about finally getting his dream house and why it was important for him. He also shares why having a goal of a worldly possession isn’t a bad thing.

Here are some fun things in this episode:

• Find out what it took for Russell and his family to finally get their dream house.
• And why it’s okay to have a goal to get something you really want, even if it seems stupid to other people.

Listen below to hear Russell’s excitement over his new dream house.

---Transcript---

Hey everyone. This is Russell Brunson, and I want to welcome you to a very excited Russell today. And I’ll tell you why in a second here on Marketing In Your Car.

All right, so I want to tell you guys really quick and just let you know that I just got the keys to my new house. Woo-hoo! Oh man, I just want to celebrate with you guys, because this has been, you have no idea how long this has been in the making.

So for those of you who don’t know me, I am not a car person at all. I got the Ferrari, I was like, “Eh.” I got other cars, I was like, “Eh.” Cars mean nothing to me.

The only dream I’ve ever wanted is like my dream house. I just have wanted it forever. And a couple years ago we almost bought one, and then we had some company issues. If you’ve listened to past podcasts you’ve heard the stories of the ups and the downs and all that sort of stuff.

We had actually had this amazing house we had basically purchased, put down all this earnest money and we lost it all. It went away and we never got to actually live in it.

And then the company collapsed. Long story short, rebuilt it. For me for the last eight years I’ve been working towards my dream house, getting my dream house. That’s my one tangible worldly thing that really drives me.

I hate that it does, because I’m a big believer in being driven by passion and people and helping and all these other things, and money is like how we keep score. But the one worldly thing that has been a driving force for me for a long, long, long time.

In fact, all my friends and partners and people who work with me are scared that I’ll never show up at the office again now that we’ve got it.

So we found this house two years ago. It’s amazing and I have been looking at it every day for two years, trying to get to it and trying to get it.

When you get a  big house, the monthly payment is not the big issue. It’s like the down payment. To get a super, jumbo loan they want you to have like 20 percent down, plus like 10 percent in your bank account. You have to have a lot of money just in cash to be able to go and get that.

So we were working and saving and doing a whole bunch of stuff. We found the dream house about two years ago, and finally we’ve been working through how to get it and how to time it with when school gets out and kids and all these things.

And then the people who owned the house have been complete nightmares. The most annoying people I’ve ever worked with in my life. I hope they listen to this so they can know how annoying they are. They’ve just been a nightmare.

Even last night, we packed a huge moving truck last night, and we signed yesterday, we put a down payment down. Everything is done. We just have to wait for it to get funded or whatever.

I messaged them like, “Hey, do you mind if we swing over and drop off some stuff in the garage so we can reload this truck again?”

And she wrote back and said no. Who does that? I’m giving you millions and millions of dollars here in less than 12 hours and you won’t even be cool for one second. Anyway, super annoying.

But, I just got the message. I was at work trying to get some stuff done and I just got the message that the house is funded. It’s officially ours. They’ll come and drop the key off.

And so I am blowing the rest of the day, blowing work, blowing everything, heading home, grabbing the kids. We’re going to head over to the house and we’re going to jump in the pool.

I don’t care if it’s freezing cold, if it needs to be heated, if it’s dirty. I don’t even care. We are jumping in the pool and we are having a blast. I’m so excited right now, as you guys can probably tell.

What I wanted to, I’m trying to think of how I can provide value besides just me being excited for you guys. Hopefully my excitement gets you guys excited.

Second thing is, I had a teacher at Boise State, my finance teacher. It’s funny because everyone looks at business different ways, right? Some people are like, “The goal of a business is to create jobs.”

And some people say, “The goal of a business is to provide value to the customer,” or whatever.

His approach was, “The only goal of a business is to provide wealth for the business owner. That’s it.” Everything else kind of just happens. It happens to create value for other people and all that.

The only goal of a business is to create value for the business owner. I’ve struggled with that because, again, from a moral standpoint we are creating jobs, we are serving people, we are doing things.

But when it’s all said and done, if the business owner is not getting paid, he’s not going to put his neck out there and risk the time and energy and effort and everything to do that, which is what creates the value for everybody else.

So the value in all these other things that happen are all the side effects of the company. And I agree with my teacher that the one core goal of a company is to make the owner wealthy. So there’s that.

But then again I have the other moral dilemma. So for me I’ve always kind of struggled with that. But for me, I’ve always had just one major worldly goal, whatever you want to call it, and I still struggle with that.

Sharing that outwardly is kind of hard for me. I don’t know if you can tell, I’m kind of stumbling over my words, just kind of sharing this with you.

But I honestly feel like it’s okay to have something like that because it’s what drives you forward. And you driving forward is what creates value in all the other aspects.

It causes the ripple effect that helps the customers of yours to get value, which then hopefully gives them value. It’s this whole ripple effect.

For me, I’ve had this one worldly goal for so long that has been a driving force that hopefully the wake of me moving towards that goal has affected tens of thousands, if not more, people. And that’s been kind of my goal for it.

I hope it’s not too selfish. I hope you guys can celebrate with me. And I hope at the same time for you guys that you won’t feel too guilty having a goal like that.

Some of you guys might be in a house like me. Maybe it’s a car, maybe it’s a vacation, maybe it’s something. And don’t get carried away. Don’t make that the core focus, because people that do turn into bad people.

People in this business, I’ve been around it long enough to see what money does to people, and it corrupts people and makes people do stupid things and it makes people not be themselves. I hope and I pray that never happens to me.

But again, I guess I’m trying to give you guys permission, if you need that. And some of you guys don’t need that. But if you do need permission to find one worldly thing like that that’s going to be a driving force that gets you up in the morning and get you moving forward and get you excited.

While in and of itself that thing is dumb and it’s stupid and doesn’t matter and we know that, the pursuit of that thing can cause a wake and a wave and a ripple or whatever you want to call it, that can affect and change and touch and serve so many other people.

Anyway, that’s it for today, guys. I don’t have anything else. I’m just two excited. I’m two seconds away from my house. I’m going to jump out, grab my kids, give them a hug and a kiss. We are jumping in the moving van and we will be out of here. I appreciate you guys.

For those of you who are in the Ignite Inner Circle waiting for boxes back from me, I had an hour blocked out today to respond for you guys and I can’t do it now. I apologize in advance.

But I will get you guys. I love you, I care about you. And as soon as I jump in the pool I will come back and finish up my work so I can keep you guys moving forwards as well.

I appreciate everybody’s listening in. Have an awesome day and we’ll talk to you soon.

On this episode, Russell discusses how to properly use preframing in every step of your online sales sequence.

---Transcript---

Hey everybody, this is Russell Brunson. Welcome to the Marketing in Your Car podcast. I hope you guys are doing awesome today. I actually just got out of the gym and I’m driving back to the office and had something really exciting happen today that I wanted to share with everybody, actually, a bunch of exciting things.

First off, we had almost 100 of you guys comment on the podcast yesterday which is exciting because I asked everyone to give some feedback. I appreciate it. Keep the good comments coming. It’s fun, it’s exciting, and hopefully we’ll get more people to learn about our podcast because I’m sharing all this cool stuff and we should share it with everyone. I want to see everybody’s businesses grow. That’s my passion in life.

With that said, if anyone has been studying my stuff for awhile, I did a really cool talk at StomperNet four or five years ago. I did another one kind of similar at Dan Kennedy’s event about two years ago, not so much talking about internet marketing but talking about the sales process and the psychology behind it. There’s something that happened in our business today that was really exciting that re-reminded me of that.

If you guys saw that presentation, and if you go to YouTube I think, at least Google, if you type in “Russell Brunson StomperNet presentation,” you can hear the whole 90 minute presentation. I was talking about just all the different things that happened, the lifeline of your customer. Somebody comes to your website and what website do they come through to get to your website?

When they’re there, what do they see? What’s the next step, and the next step? I talked about all the pieces that you need to have in place to maximize your customer value. One of the big things I talked about was the concept that if you’ve ever studied NLP before, neuro-linguistic programming, you learn about a topic called framing which is basically the frame that somebody enters a situation will have a huge determining factor on the response they have on the next site, the next page.

For example, if I’m going to frame you to my friends, introduce you to my friend, I’ll introduce you through a frame, “Hey, this is Joe. He’s a really cool guy. I think you’re going to like him.” The frame that I introduced you to my friend through, now he’s going to think, “Oh yeah, Joe is a cool guy.” If I say, “Hey, this is Joe, he’s a total jerk. He stole money from me. I want to introduce you to him,” that frame is going to be different and their whole experience with you is going to be different.

In fact, there’s a really cool book. I can see the cover in my head but I can’t remember it right now, but in that book, they shared a case study of a teacher that was tested in a college classroom. They had a substitute teacher for the day. Before the substitute teacher came in, the principal or whatever came in and said, “Hey, we have a substitute teacher. Before I introduce him, I’d like you guys to read his bio really quick. Then I’m going to have him come in.”

They handed out the bio to all the students in the class, in a class of 900 people or so. The surveys were exactly the same of the bios except for each of them had one word different. Half of the bios said, “Mr. So-and-so is a very warm teacher,” and the other half said, “Mr. So-and-so is a very cold teacher.”

That was the only difference between the frame that these guys had to meet the teacher. The teacher came in. He gave the entire class, and at the end of it, they surveyed all the students. What was interesting was that, again, all the students heard the exact same lecture, all of them read the exact same bio.

The only difference was that half the bios said he was a warm teacher, and half said he was a cold teacher. When they surveyed the students, the students that the paper said he was a warm teacher, the vast majority said, “He was an amazing teacher, he was great, I learned a lot.” The people whose paper said he was a cold teacher didn’t like him, thought he was talking down to him, he was a rude person.

It was interesting how that little tiny shift of a frame, how much it affected the reality of that class afterwards. I’m always talking about and I always teach and do, when you’re sending somebody to your website, what’s the frame they’re coming through. The ad that they click on is a frame they’re going to your website through.

If you land them on a review site before they come to your site, that was a frame you were taking them through. There’s a lot to do with different frames that you’re taking someone through and how it affects the outcome on the other side. We did this test just in the last two or three days. It was really interesting.

We have this squeeze page. On the squeeze page, it’s kind of like a multi-step squeeze page where they first land on it, and it has a headline and it says, “Step number one, where did you learn about us?” There’s radio buttons they can choose, “Did you learn from this source, this source, or this source?”

They click on the button. Then boom, it says, “Step number two, give us your email address.” Then step number three said finish. That was the way that this squeeze page worked. Step one, two, three, and step three was finish.

The only test we changed was we changed the word finish to “Get Instant Access.” That was the entire test. What was interesting, and I almost got this wrong, we ran the test. What was interesting was that when it said “Finish” at the end, we had 40% bump in opt-ins because the last step is when they actually give you their email address, and then it says, “Click here to finish.”

We’re like, “Wow, this is a great test. We found out we increased our opt-in rates by 40 percent.” I was even telling my guys, “We should change all of our opt-in buttons that said, ‘Submit here,’ to, ‘Click here to finish.’” We were really excited, but then after they opt-in, then we take them to the next page which takes them to a video sales letter where then we sell them the product we were trying to sell them. Then they land on that page.

What was interesting was when we looked at the data between the two, we had a 40% increase in people who opted in clicking the finish button, but then we had almost a 40% decrease in sales across the board, dramatically. It actually more than, the sales more than cut in half percentage wise, the people who clicked on finish versus the people that clicked on “Get Instant Access.”

You never really know why that works but psychology teaches me, what I believe is that the frame I was taking somebody through with the finish button was saying, “Hey, this process is finished. You’re done.” In their mind, it’s saying, “Okay, it’s complete, I’m finished,” and then off comes this page trying to sell them something, and I’ve closed that loop. I’ve closed that gap.

Now they’re not in a buying position because just that little tiny, just the word on the button closed the gap on their mind which decreased sales by 50% whereas the “Get Instant Access Now,” then took them to a page where the loop was still open, they were trying to see what the next step was, and they were more in a state of mind where they could purchase.

It was a very interesting test. Just think about how you guys can apply that into your business. It’s all about pre-framing, opening and closing loops, a whole bunch of really cool NLP stuff that I wrap into one little five minute lesson but just think about that, guys, on your sales processes. What are you doing? Are you keeping the loop open? Are you keeping them excited, or are you shutting them off and keeping them from making the sale you want?

I remember on a one-time offer before we did a test awhile ago, similar type concept where they purchased the product and a one-time offer came up. It said, “Thank you so much for ordering. Your product is in the mail. By the way, we have this other special offer.” We tested that versus, “Wait, your order is not finished yet. Finish order customization, step one of three.”

The “Wait, your order is not over yet, order customization,” that text dramatically thrashed the other one. It’s all about keeping that loop open, keeping the frame you’re taking someone through in the correct way that keeps them in the buying mood. Anyway, I thought it was really interesting. That little tweak is going to make me a lot of money this year.

I hope you guys apply that into different sales funnels, squeeze pages, sales processes. Whatever you’re doing, think about the frame that someone is entering your website through and you can manipulate that. When you do that, you will manipulate and affect the outcome dramatically. I hope you guys enjoyed this podcast. If you do, please tell your friends. Tell anybody that likes marketing. It’s a lot of fun.

Again, if you like this, please leave feedback. Again, this is Russell Brunson with Marketing in Your Car podcast.

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

---Transcript---

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

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

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

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

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

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

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

This is what I have been doing.

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

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

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

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

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

There is another life lesson for today.

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

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

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

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

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

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

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

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

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

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

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

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

There’s no school like the old school. Start using the old marketing methods that still work.

---Transcript---

This is Russell Brunson and this is the Marketing in your car Podcast.

I am doing something exciting today. I am promoting a teleseminar. The last time I did a teleseminar was years ago. It’s been so long since I’ve done a teleseminar. Let me tell you why I decided to do a teleseminar instead of a webinar.

I’m lazy. I don’t know about you guys, but webinars take a lot of work to create and design and get the slides and all this kind of stuff. While I could do that, I don’t have enough time. I’m too busy right now to go and create another webinar.

I was thinking, “How do I do this a lot easier?” and I thought of teleseminars.

It was funny to me, and maybe this is just me, but I think a lot of us do this. We find something that works really well, and for some reason we stop doing it. I made my very first million online by doing teleseminars. Every single week I was doing teleseminars.

When I started creating the registration page for this teleseminar, I was looking at my old hard drive that had all my old websites and stuff on it. I found one that had every single one of my old teleseminars. I started looking at all these pages.

I remember seeing a teleseminar page with Marlon Sanders, Matt Basac, Vince James, all these people I used to do teleseminars with. We made so much money doing teleseminars, and it wasn’t nearly as difficult as doing a webinar.

We would get on a teleseminar, we’d start talking and hanging out and at the end of it we would sell something and we always did awesome with it. It makes me laugh because I haven’t done a teleseminar in years and years and years.

It’s this tool, a profitable tool that we have that we never use. I don’t know if you’re like me, but if you are, I want to challenge you guys to do a teleseminar for your list. Again, the prep time is about a thousandth of a percent what it takes to do a webinar.

Just see what happens. I’m doing one this Friday. My plan is, now that I’m back from winning the Ferrari and everything, is I want to just do a breakdown with my list going over the seven or eight steps of what they need to do in the next 30 days.

I’m going to show them that blueprint. At the end of it, I’m going to have an application for them where they can apply for our coaching program. It will be fun, it will be no stress, we’ll hang out, we’ll have a good time and I’m excited for it.

I want to throw that out there as another marketing tool for you guys to bring back into your arsenal. If you haven’t been doing them for years like me, we should try them out.

We talk about pattern interrupts. Pattern interrupts are huge. If we are doing webinars every single time, webinar, webinar, webinar, after a while our audience starts realizing there is going to be another webinar and this is how the process works.

You’ve got to interrupt the pattern every once in a while. That’s why I’m excited for teleseminars. I’m not positive, but I’m guessing that you’ll see me doing a lot more teleseminars over the next few months, just because it’s going to be fun to mix it up a little bit.

When everyone else is zigging, we’re going to zag. Same thing as right now: everyone is doing email and social media and we’re going old-school with direct mail and telephone.

Just have some fun mixing up your marketing messages, hitting people with different media, different ways. I think you’ll be surprised at the results. I know I’m excited for this, excited to see the results. Maybe I’ll share with you guys on a future podcast.

My recommendation for today is to start thinking about the telephone, start thinking about teleseminars. The service we use is www.InstantTeleseminars.com. It’s a really simple, easy system to use to do a teleseminar.

They probably have a trial, so go test one out, make a bunch of money with it and then pay the first month’s bill. That’s about all I’ve got today. I’m actually not heading to the office. I’m heading to the gym right now. This is Russell Brunson and I will talk to you guys all again soon.

Three awesome lessons from a hardcore funnel hacker!

On today’s episode Russell talks about an upcoming event called the Funnel Hacking Event and what kinds of things will happen at the event. He also talks about the power of identifying your dream client.

Here are some cool things you’ll hear in this episode:

• Find out why funnel hacking is turning into a verb and how you can be a funnel hacker.
• What kinds of things will happen at the upcoming Funnel Hacking Event and why you will want to be there.
• And why you should be spending more time identifying a dream client in order to make more money.

So listen below to find out why you should be busy identifying your dream client in order to make more money.

---Transcript---

Hey everyone, this is Russell Brunson and I want to welcome you to our 105^th episode of Marketing in Your Car.

We’ve had the new theme song for five episodes now, and I hope you guys like it. I got some feedback from my man Stu McLaren. He said that he misses the old theme song as an outro, so I was thinking wouldn’t it be cool if we took the old theme song and made it more retro and cool, and did a cover version of it, and had that as an exit, just for nostalgia for those who remember the old show, who remember the old thing.

I want to say hey to everyone. It’s been a little while since I’ve done a podcast. I had a chance to go on the Marketer’s Cruise last week which was amazing, got to meet a bunch of people. We had a chance to go and feature Click Funnels there and get a lot of people involved. It was just really cool.

For those of you guys who were there, I had a great time meeting you guys. I’m not really sure. There are a couple of cool things we had talked about today. I’m actually driving to my haircut so I have a little extra time today than I typically do. I was trying to think what would be the coolest way that I could serve you guys today.

Just thinking about a lot of different things, I think, let me walk you through some cool stuff that’s happening. That might help open up some cool direction. We’ve got a couple of cool things coming up. One thing is I just finished my new book. We got it printed. I got first pre-release copies here in my office.

I ordered 250 of them so I have 250 of them sitting in my office. It’s like the coolest thing in the world to have that and to be able to have a chance to start sharing it with everyone. I want to encourage you guys to watch as we do the roll-out strategy. There’s going to be about 10 years worth of ninja hacking skills all going into this roll-out.

The entire sales funnel will be built inside of Click Funnel. It’s going to be worth buying, first off, because the book is going to be amazing, but second off, just to see the process. I’ve told you guys this before and I’ll tell you over and over again. You’ll learn as much by watching the process as you will from purchasing the product.

Make sure you do that. In fact, when you’re buying any product, you guys, make sure you’re not missing that lesson from me or from any marketer in any market. Watch the process you’re going through. I tell you, that’s the most valuable piece of what we’re going to be doing. That’s one thing that’s super exciting.

We also are going to be doing our first big live event in the last few years. It’s been probably five or six years. We’re going to be doing it in Vegas. We’re going to have about 500 people there, and the event is going to be called Funnel Hacking. I’m excited because hopefully you guys have a chance to have seen the Funnel Hacks webinar.

If not, go find one when I’m doing the next one and register for it, and be on it because it’s kind of cool. Our last event here in Boise, we had our workshop here. It’s cool because funnel hacking is becoming a verb in people’s vocabulary, “Oh, I’m going to go funnel hack him,” or, “Oh, you should funnel hack him.”

That’s good. I want people thinking that way. Instead of, “Oh, what should I create? What kind of funnel should I do?” thinking like that, I want people thinking more like the funnel hacking method where it’s like, “Let me find someone that’s successful, see what they’re doing, and let’s model the look, the feel, the layout, and the price points of their funnel.”

That’s kind of what funnel hacking is. We talk about it a ton in the webinar. That’s been fun. We decided to do the entire event called Funnel Hacking. This event is really cool because I wanted to show the core different types of funnels inside of Click Funnels.

For example, Perry Belcher who is one of the coolest guys is going to be coming and speaking on how to do a tripwire funnel. He’s the one who invented that term and that concept. He’s going to show and talk about what he’s doing and show a bunch of examples.

After that, we’re going to have a bunch of different people inside of Click Funnel who have tripwire funnels get up and show their funnels and be like, “This is mine, this is what I did, this is how I modeled. This is what I did different, this is what I did the same,” and then go through and show five or six, or ten people who do tripwire funnels.

Then we’ll get up and talk about webinar funnels. We’ll have five, 10, 15, 20 people, whatever, all talk about tripwire funnels. We’ll go from funnel to funnel over two and a half days. It’s going to be the coolest thing. I’m so excited to share this stuff with you guys.

One of my goals, I’m not sure if it’s going to happen in time for the event but I’m hoping, I know a lot of you guys have seen our split testing book. If you don’t have it yet, it’s free. Go to DotComSecretsLabs.com. You can get it for free but it has 108 proven split test winners in that book.

I think it would be cool to make a book that’s like 108 funnels that you can hack. I’m trying. My goal is to get it all put together before the event, and then anyone who is at the event will get a free copy of it which would be cool. That is just another cool thing we’re doing.

On top of that, obviously Click Funnels is growing super fast. It’s been such a fun time in business. I hope you guys are enjoying your businesses as well with that. I think the biggest thing I want to talk about today with you guys, outside of you guys doing funnel hacking and things like that, is just the power of the right front end offer.

I’ve talked about this in past podcasts. I know some of you guys are just listening now for the first time. Some of you haven’t listened to all 105 episodes. It’s a recurring theme that keeps coming up with my coaching clients. I think it’s worth repeating.

If you look at my business two years ago, it’s funny, I don’t like sharing numbers. I’m not doing this to brag but just to put some perspective. A year ago, last January, as a company we did about $300,000 in sales. This January, we did over a million dollars in sales, more than three times as much.

We didn’t do much. I didn’t launch anything in January this month. It was just from all the different things we had done. When I look back at what’s the one big change we made over the last 12 months that’s had the biggest profound impact on our company and on what we’ve been doing, it’s that I really stepped back and I asked myself a couple of questions.

First off, I was looking at who we were attracting at the time, who our customers were, and for me, they were business opportunity seekers. There’s nothing wrong with a business opportunity seeker. I was a business opportunity seeker. I’m guessing most of you have been as well.

The problem with the business opportunity seekers is typically, they don’t have a business yet. They don’t have anything so you spend so much time in the beginning phases that you don’t get to get to the growth phases. I was talking to Mike Filsaime about this. He was talking about when he and Andy launched their new company.

He said they walked in the room and had a big whiteboard. They drew a line down the middle of the whiteboard. On the left-hand side, they drew a zero. On the right-hand side, they drew a one. He said, “We want to create products and services that will attract people who have made at least a dollar online.”

If they’ve made at least a dollar online, it means they’ve figured out how to set up a website, how to get traffic, how to do all these kind of things. He said, “There’s people out there. There’s a big market for people who are helping you make your first dollar online but we don’t want to be in that market. We want to focus on the other side of the market which is you’ve made at least a dollar, and now how do we scale that and turn it into a big company.”

He even talked about when they launched the Webinar Jam product, initially, the messaging was all about how much money you could make with webinars. He said, “If we do that, if we try to pitch the argument for webinars, the problem is we get people who are business opportunity seekers. We’re convincing them that they can make money online with webinars. That’s not what we want. We want people who are already doing webinars to get them to just transition to our products.”

They changed the messaging from how to make money with webinars to, “Hey, if you’re already doing webinars, this is a better way to do them.” From that, they attracted the right customers. With us, it was about a year ago we launched Dot Com Secrets Labs which was our 108 proven split test winners. What’s cool if you think about it, we designed that on purpose because if you look at that, it was created in a way so it would literally repel the customers we didn’t want to get.

Someone who is a business opportunity seeker, who has never had a website, who doesn’t have anything, when they see that book, it doesn’t make sense to them. They’re not going to buy that. They don’t know what a split test is. They don’t know why they even care but for my dream client, for the person that I really want into my company, it attracts the right person, someone who already has a business.

A split testing book attracts the right person. Look back over the last year. What did we do? I didn’t work harder this January and last January. In fact, I worked a lot less this January yet we made over a million dollars this January as opposed to $300,000 last. What was the big difference?

Again, it was first off, really identifying and spending time figuring out who is my dream customer, what do they look like, what do they want, what are their desires. Then after I knew who that person was, I didn’t mean just know them, “Oh, I want males from 13 to 26,” that wasn’t how I knew them.

It was I got to know them at a personal level. Who are they? What do they really want? Then after I knew that and I had a really good understanding of who my dream clients were, then we came back and figured out what’s the bait we can create that’s going to attract that person.

For us, Dot Com Secrets Labs was the bait that attracted the right person. People always say, “Have you made much money on that, Russell?” I’m like, “Yeah, we have. We’ve made a lot of money.”

I look at our coaching program. Before DCS Labs, it was very small, almost nonexistent. After we launched it, we’ve added over 100, probably 130, 140 people at our Ignite level, which is $10,000, and I think we’re at 36 people now in our $25,000, and we have two people in our $100,000 program.

It’s attracted millions of dollars in revenue, but more so, it attracted the right people, people I love working with, people that I give my coaching clients access to Voxer with me, and we Vox back and forth throughout the day. There are people that are just doing things that are so cool. It’s so fun to hear what they’re doing. It’s made my happiness level different.

I’ve been able to work with clients I love, and because of that, we’ve made more money, and they’ve made more money. I just look at for you guys, if one thing that you can think about, I mentioned this on another podcast but it’s not thought about or talked about enough but it’s really spending that time to figure out who your dream client is, and creating bait that’s going to attract them.

One of my students has a webinar right now. He’s been doing really well with it but he’s attracting business opportunity people. He’s like, “Do I need to change the whole thing?” I’m like, “No, you just got to change how you pitch the front. Change the bait on the front that will attract a different person.”

The product will still help either person but if you change the bait, you change the messaging on the front, you’ll get different people in. That’s just something to think about. All you guys out there marketing and selling things, you’re trying to make things better and easier, and I can’t tell you enough that the biggest change for me in our company over the last year has been that.

I hope that helps a little bit. I’m here to get my haircut now. I’m ready to rock and roll. My big three takeaways I think from today, number one is you need to learn more by watching the process. Again, when you guys buy my book, watch the process and see what I’m doing, not just what I’m saying. Follow the process.

Number two is funnel hacking. First off, everyone needs to start saying funnel hacking. In fact, if you guys are going to Traffic Conversion Summit, we’re giving away t-shirts that say #funnelhacker on the front, and the back has a big Click Funnels logo and says, “Powered by Click Funnels.” It’s super cool, all grungy looking and awesome.

We’re trying to get everyone to become a funnel hacker. Funnel hacking is cool. Become a funnel hacker. Go watch the webinar if you missed it. Come to the live event when we do announce it here in the next couple of weeks, and become a funnel hacker.

Then what was the last thing? The last thing was spend more time identifying your dream client and building bait that gets them. I hope that helps you guys. I’m ready to rock and roll, go get my haircut, and then tomorrow, making some videos for some new bait to get some new people in, and it’s going to be fun.

I appreciate you guys listening in. We will talk to you guys all again very, very soon.

When you master this piece, it actually becomes really simple.

On today’s episode Russell talks about moving into his new office, and finishing up his book. He also goes into great detail of his backwards strategy for understanding if a funnel is going to work.

Here are some interesting things you will hear in this episode:

• Some of the cool things his new office will feature that he’s never had in an office before.
• Why you should be a Certified Partner and the kinds of things you are missing out on if you’re not.
• And what does Russell do to figure out if a funnel is going to work.

So listen below to find out how you can know what kind of funnel will work for your business.

---Transcript---

Good morning everybody. Guess what today is? Today is moving day. I am so excited. Today is the day we are finally moving into our new office, which there’s probably a few of you guys like, “Who cares, Russell. It’s not a big deal.” But this is a big deal for a lot of reasons.

Number one, we’re moving to a new office and every times there’s change, a pattern interrupt from your day is a good opportunity, a good chance to radically shift everything about yourself. So I’m excited because this is like a new beginning, a new birth, I don’t even know, but it’s pretty cool. Number one.

Number two, I’ve been in a lot of offices in my days since we started this whole internet marketing game, and all of them have been rented from people. This office I bought, so I own it. Well not yet, I guess I got like a thousand more payments, but someday I will own it. But what’s about it is it’s our own. And then we bought this building and it was horrible inside so we gutted the whole thing and rebuilt it to be exactly what we want and how we want it.

I’m sure you guys will see if you follow me on Facebook or anywhere else. We’ll do some videos and kind of show the whole thing, but it’s so cool. On the outside we got this big old sign that says Clickfunnels. The inside, you walk in, the sign’s not there yet, the sign should be there by tomorrow, I think. But a big old sign that says Clickfunnels. And then there’s the TV, when we’re doing events and stuff we’re going to play video or audio, looping what’s happening. And then on the right hand side you walk in, there’s this huge seminar room that will hold up to, I mean we could have about 100 people in there, but comfortably it’s about 70 or so people that it’s set up.

It’s big. And basically we’re going to be able to do workshops there. What we’re trying to do….actually, let me step back. I’m driving right now to downtown Boise because we got a certified partner event. So I’m going to be hanging out with 40 or 50 of our certified partners today while everybody else is moving stuff.

So our goal was to get it done last weekend, so we could do the first certified partner event in there, but we didn’t quite make it. I guess technically we could’ve but it would have been weird today because everyone would’ve been moving and they would have all been there and it would have been just, you know. You know when you first move into your house and you don’t want guests coming right away, because you don’t even know where you’re going to sleep yet. So that’s kind of how it is.

So anyway, next Monday, Tuesday, Wednesday we have our first ever FHAT event. It stands for Funnel Hack A Thon. Funnel hack a thon, I think I mentioned this before, but it a new, I’m really excited, it’s a new type of event we’re going to do in our office. If it works, we’re going to start doing them throughout the year and start bringing people to them. But I’m doing a test run with our inner circle members. So that’s happening next week.

So we’re getting everything set up and ready and prepared for the first ever FHAT event, which is exciting. So that’s going to be happening at the workshop room in there. Then we’ve got a big old kitchen. I think the kitchen will hold like 38 chairs. 38 people can eat at the same time, which is crazy. I guess that’s a lot for normal days, but I guess when we have events there, we’ll probably need a little more. People can eat in the conference room as well. So we got places for people to eat, which is cool.

Also, we always rent these kitchens and stuff, to film different products, when we did the weight shake video we’d rent this person’s kitchen. We’ve done that once. So I wanted a kitchen that was nice, so we could actually film in it. We’ve got a nice backdrop a nice countertop. So it’s set up so we can actually film in it.

That’s one of the cool things about this office. Our old office, if you ever saw it on the videos, it’s totally embarrassing. It was so trashy and I’m not the cleanest person ever, especially when I’m in the zone working and creating, I’ve got stuff everywhere. But it always looked ugly, it’s kind of embarrassing. There was no where to film videos, so we always had to go somewhere. But in the new offices, we’ve got probably 15 or 20 spots that we created specifically to look cool, to be awesome on video, which is going to be really, really cool.

You should see a lot more new cool video stuff coming from us. When we’re streaming stuff it won’t look lame, it’ll actually look awesome. So I’m excited for that on top of everything else. We have our own little recording studio, it’s going to have all sound proofing, that foam stuff so there’s no echoes or revirb so you can record webinars or audiobooks or whatever in there, podcasts. It’s going to be really, really cool. I don’t know, just ton’s of cool stuff is happening.

So I, as you can tell, am very excited for today. The move is happening, but first I got to get to downtown Boise, through all of this traffic and go give a presentation to our certified partners, then get back to have some fun.

Also, the new office has got a lot of book shelf space, but not as much as the old office. So some of you guys knew this, if you watched me on Snapchat, it was kind of a sad day in my life. But we went through and threw away  hundreds of thousands of dollars worth of marketing courses, things that were no longer relevant, or I knew I’d never listen to, things like that. So because of that I threw away most of my courses. And I put the courses that are still relevant, we burned them all onto audiobook files, so now they’re all in my phone and laptop and everywhere else. But they’re no longer on the bookshelf.

Now it’s just going to be books there. So today we’re bringing all the books over. I’m going to organize all those, get them on the wall and hopefully there’ll be some room for new books. Because I love books, books are the coolest.

And speaking of books, Saturday I finished it. I finished the last edit, the last everything. I sent it to…… I printed, actually printed out 6 physically copies of the book and handed them out to 5 of my friends and one for me. And they’re all doing a really quick read through to see any last misspellings or typos or anything, but after that It’s done. And it was the weirdest thing. Saturday I went in and spent about two hours just doing the last, last thing. Making sure everything was in there. Making sure all the images were correct, making sure all that stuff. And I remember, when I got done I was like, “I’m done.” I think I snapchatted, “I’m done.”

But it was the weirdest, I literally felt like I had this 300 pound kid sitting on my shoulders, and then he fell off. And I was like, “I feel so light.” It was really interesting. I felt so light and fluffy and good and So it’s nice to have that big old gorilla off my back, because that’s been one of those things that needed to be done.

In fact, my initial due date from the publisher was December 1^st, and then I missed that date. Then it was December 31^st, I missed that date. Then we had to move our launch date, so we moved our launch date for the book to April 18^th. I was basically like, “Okay, you have this done by the end of January, it’s physically impossible to have it done by your launch date. I was like, “Okay.” So that’s where we’re at. So the last two months, was like a nightmare. But now it’s done and books, I don’t know if you ever written a book, it’s so much more permanent. I can, I’m not, what’s the right word, I was going to say cheat my way through.

I can freestyle my way through power point slides, presentations and sales videos and all those other things. They don’t have to be perfect or finite, there’s, I’ve done them enough that I don’t need them to be perfect. But a book has to be perfect. Because they don’t have you being able to cover up the mistakes through a good story or through whatever. It is what it is. It has to stand alone. You can’t touch it when it’s done. So there you go. I’m excited, the book’s going to be so, so cool.

Alright, with that said, I’m driving down to the certified partner’s event so I thought a good thing to talk about would be the other side of the funnel business. So I know we talk a lot about our own funnels. How you’re one funnel away and that part of it, but I thought it would be fun to talk about what our certified partners talk about. And if you’re not a certified partner yet, but you’d like to be, you should become one. I think everybody, whether you want to sell funnels or not, should go through a certified partner training. It’ll help you become a better funnel builder for yourself or if you did have clients. Whatever that is. But I think it’s good.

So if you’re interested in going, go to cfcertified.com, and there’s a webinar there explaining how the whole thing works. I just think everybody should go through it. It’s worth it. A few groups are coming in today. So the way it works, you sign up for it and it’s like, I think it’s 12 modules, but you have to complete the first 8 before you’re able to come to the certification events. The certification events, we do every quarter here in Boise. So everyone who’s got the first 8 modules done is allowed to come to it.

At the certified events we actually bring in a bunch of business owners and you have a chance to go and build funnels for them. There’s a contest at the end, whoever builds the best funnel wins the prize, it’s really cool. But it kind of gives you the ability to do the whole thing for a client, which is like taking the intake and finding what they want, from there figuring out the strategy, figuring out how to build it and going through the whole process. I would typically make people stay up all night, this is an all nighter type of thing, to work hard and get these things done. It trains you and teaches you how to actually get the project done, which is cool.

It’s interesting that even if you’re not doing these for other clients, you’re doing them for yourself, the process is still the same. A lot of people start with the funnel by jumping into Clickfunnels and start building, which is cool. But there’s stuff you gotta be thinking through ahead of time. And if you were working for a client, you would. What’s the goal, what’s the strategy? Here’s all the funnel types we have, what should I do? What should I not do? And it gives you a chance to really think through it at a different level.

So it’s kind of cool, but it’s been fun watching our certified partners, some of these guys are making crazy, crazy amounts of money and it’s interesting what it comes down to. What you’re doing is taking your business owner off the street. And the business in the past probably had a website, they’ve probably got all these things they’ve been doing, but none of them are making them any money.

You’re saying, “Look, the old things you have don’t work. There’s a new way, a better way to do it and it’s through this process with what we call a funnel.” And if you think about funnels, this was so interesting to me, most businesses have a funnel. Yesterday at church I was talking to a guy who’s a chiropractor and he was asking me about what I do with funnels. And he’s like, “So it’s kind of like a website?” I was like, “Well, I guess.” That’s like if I’m like a basketball player, saying “Oh, so you’re kind of like Michael Jordan?” it’s like, “Well, technically. He’s a lot better than me, but I’ll take that I guess.”

I’m like, “Yeah, it’s kind of like a website, but it’s a process we take someone through. A website is kind of dead thing that’s like, bleh.” And I’m like, “How much money did you’re website make you last year?” and he’s like, ”We don’t know.” I’m like, “Exactly. Nobody knows because it doesn’t do anything, you guys think it’s useful and it’s not. But if you shift it a little bit, you shift your thinking, and you’re like ‘websites are dead, this is the new future, the new opportunity is these things called funnels.”

And you start looking; in fact, this is what I do with any client I’m working with, especially offline clients. “What’s the funnel you’re taking people through right now?” And they’re like, “I don’t know what that means.” I’m like, “How do you get clients right now?” They’re like, “okay, well first thing I do is this, then I do this, then I do this, then I do this, then I do this.”

So I’ll draw out a picture of a funnel, like, “That’s what you did.” So we know that model, and I’m not going to try to re-invent the wheel. How do we replicate that? If you’re doing this, this and this. How do we replicate that online. Let’s look at that because the funnel you have is working now. My chiropractic buddy, when we first started, when he started his practice, he struggled forever to get leads. And the first thing I think that really took off for him was, he put a, what do they call them, fish bowls in a restaurant. So people put their business cards in for a free lunch. Then he’d call them up and be like “Congratulations, you won a free lunch.” To everybody who dropped a card in.

The way it works is I’m going to come to your office for free, I’ll bring lunch but I get to give you a thirty minute presentation. So he’d show up with lunch, feed everyone, do a thirty minute presentation, close a bunch of people and rinse and repeat. That was his funnel that he was bringing people in. And it’s like, hey that works. So now we know that model works, how do we replicate that online. You need to get lunch appointments for people locally that you can give them free lunch or whatever. Let’s make that same offer, let’s make a fishbowl funnel. “Put your name and email address in here and you can win a chance to get me to bring lunch.” And then go buy Facebook ads that go to that fishbowl funnel, get their contact, call them up and be like, “congratulation, you won.” And then go do the same thing.

People seem to think it’s this magic trick, it’s not. It’s just looking at the customer process. I’ve talked about this before with you guys. But I don’t know if it was episode 1 or 250 so I apologize, they kind of blur together. But I remember reading the book the Emyth, for the first time and he talking about how every business has a system and if you don’t have a system, it means you do but it’s a really bad system probably. And he was talking about how what’s a system for a retail business, when a customer comes through the door. What do they say first? What do they say second? And looking at that process.

I remember reading that book ten years ago and thinking about the stores I go into. How am I being, what’s the funnel people are taking when they walk into the store? It’s funny, my favorite store to this day is GNC. But I rarely go, even when I see a GNC, I’ll avoid it like the plague, because I know their system sucks when people walk in. I walk in, the first thing is, “Hey what can I help you with?” and I’m like, “Gah, I just walked in. I want to look at the bottle and read the back.” And they always ask me that, and so I always say what everybody says, “Oh no thanks. I’m just looking.” And then they, and then it ruins that first interaction.

It’s like having a sales funnel where the headline is, “Hey what can I help you with today?” and you’re like, “I don’t know, I just landed on your landing page. I don’t know. I’m going to leave. You’re freaking me out.” And then they leave. That’s the equivalent of it.

So it’s like, okay how do we make this process right? If I were the GNC dude, I’d come in and be like, “Welcome to GNC, looks like you’re looking for some cool supplements. Have you tried the new whatever power bars? I can give you free sample if you want to try them because they are freaking amazing.” I’d be like, “Heck yeah, I’ll try a power bar.” I eat and I’d be like, “Dude that is amazing. What’s the secret?” and they’d be like, “Oh there’s this kind of protein instead of this. This is the big thing behind.” Maybe he’d be like, “Are you looking for proteins or what kind of supplements are you typically looking for?”

Boom, he’s opened his question. First off, he built rapport, second off, he opened up a question. I’d be like, “I like all sorts of supplements.” And be like, “Sweet, let’s get a cart and let’s make a shopping list.” I’d be like, “Alright.” And I’d spend like $800 instead of the opposite when I’m like, “I’m just looking.” And awkwardly looking around and you can tell they’re looking at you.

Every time you’re looking at something, “Hey so do you have any questions about supplements?” and I’m like, “No I’m just looking.” And then walk to the next section, “Oh do you have a question about those?” “No! GAH! I’ll kill you.” That’s what normally happens when I go to GNC. So if I was the consultant for GNC, I’d be looking at the funnel, that process, every single interaction. What’s weird, what’s not weird? What’s awesome? And I’d be looking at those kinds of things and figure out how to tweak it and make it smoother.

And the same thing is true with websites and funnels. For five years I used to do all the Glazier Kennedy website reviews. Go to this website and every single time it was this brick wall, “Can I help you with that?” and there’d be 8 thousand links on their page. I’d be like, “I’ve been reviewing these things for 5 years, how are all your pages still horrific?”

When someone comes to your page, that’s why you have a headline. What am I going to say in my headline that gets them to want to give me their email. You have to think through the process, that’s the key. It’s not, “okay I’m going to use the book funnel for this one. I’m going to use….” No, think through the process. If you were coming here for the first time. What would be the path? What would they say to you that would not shut you down but would open you up? And that’s what I’m thinking. When I’m building my own funnels, that’s all I’m thinking about.

Someone’s coming here, what’s happening? Where am I feeling resistance? Where am I feeling good? What’s creating curiosity so I can proceed through this process? What’s giving me too much so I want to step back? Where am I being annoying? Where am I helping? That’s what I’m looking at when I’m building a funnel. That’s what you should be doing if you’re working for other people. Is looking at that process. And that’s what you’re thinking through and if it’s for yourself, it’s the same thing.

I have a friend that said that every month you should secret shop yourself. I haven’t really done that, but I think it’s smart. Secret shop yourself and see what resistance you’re hitting into. In fact, Dean Graziosi, I think it was, told me that when he had his big seminar business they were 200 million dollars a year and he hired a bunch of people whose full time job was to go and consume everything.

They went to the live event, they signed up, they went to the next thing, just do the whole thing and spend all the money to go through everything in the process and then come back and be like, what things were awesome? What things were horrible? He said what he found from secret shopping himself, was that people signed up they’re all excited and then they didn’t hear from people on average, about 6 days after the event. He said that was what bothered him. It took six days to hear back. They’re like, “Wow, we need to get back to people immediately.”

So they shifted the whole business to where as soon as someone would sign up for an event, the next day they got an email. When they did that their cancelation rate dropped by half, like crazy. So it’s like, coming back to the process, the funnel is just the process. The system that your taking somebody through. The magic of online funnels is the fact that we can perfect that.

You know, with offline funnels, you gotta train the sales dude, you gotta train the person in every single store, in every single GNC to not be an idiot and ask a good question instead of a bad question. And then when they want to slip back to their bad questions, it’s hard. It’s hard, right?

The cool thing about funnels is you can tweak that, perfect that and everybody comes through the same path. What’s cool, just think about GNC, if they were to go to every one of their stores around the whole country and make that one shift, what would that do for their revenue? If they were able to instantly get every single person to follow the same script, I mean, I would not be shocked if it doubled their revenue. That may seem crazy, but let’s just, I don’t think that’s that hard.

But the hard part is getting ten thousand reps to actually do it and do it right and do it correctly. That’s the opportunity that they’ve got to figure out, which is not that easy. Whereas with a funnel, there’s one point that everybody’s coming through, therefore you tweak it in one spot and it works across everything.

It’s not hard to double companies business when you fix that piece. And that’s the opportunity you guys. That’s what certified partner program is all about. That’s what these funnels are all about for yourself and for other people. That you’re just perfecting the message and each step along the funnel. And when you do that, it’s what do they say? Small hinges swing big doors. Or the butterfly effect. Wjatever you want to call it. Those teeny tiny tweaks have dramatic impact on everything else you do on your business.

I think it’s pretty exciting. I geek out on this stuff, as you can probably tell. But it’s all about thinking through it. How would you feel if you’re going through this process? Where would your resistance come from? What would you be excited by? And the more you think about, and then watch as other people go through it, and watch what they’re doing and make tweaks and changes based on that, the more success you’ll have in your funnels.

So, I hope that helps everybody. I’m almost to the certified partner event, so if you’re there today I’ll see you guys. If you’re not there yet, it means it’s time to get certified. You or someone on your team should be certified. Everyone should have one in their office. Go to cfcertified.com and go get certified. And I will see you guys here in a little bit. Thanks everybody.

Today we had a little bit of a rant…

On this episode of Marketing in Your Car Russell talks about why he hates when people complain about things that don’t matter. He also talks about how if you look for reasons that you are not going to be successful, you will find them…

Here are 4 fun things on today’s episode:

• Why you don’t need to worry about integration with Clickfunnels until you past 10 million dollars a year.
• Why you should never respond to people on Facebook, because it never ends.
• Why if you search for a reason to not make money, you will find it.
• And why you shouldn’t complain because Clickfunnels actually saves you money and makes everything easier than it was not that long ago.

So listen below to hear why you shouldn’t complain, because your flying!

---Transcript---

Hey everybody! Good morning and welcome to Marketing In Your Car. Alright guys and gals and everybody else who’s hanging out with us today. Today it’s a beautiful day in Boise, Idaho so I broke out the corvette. I think so far in Clickfunnel’s we’ve given away 9 or 10 of these things this year. If you haven’t won yours yet, it’s time to join the Clickfunnels affiliate program. I just want to give you a car, that’s all I want in life.

I hope things are going amazing for you wherever you are today in your business. If you’re not smiling yet, please smile. It’s amazing how much more goodness will come to you when you smile. Alright, I wanted to talk about something that made me laugh. I kind of hate Facebook for a lot of reasons but the main one is there’s like a million people who have unlimited access to talk about you and tag you and it’s so annoying.  And then message you. Facebook blocks out a lot of people, but every once in a while someone gets through and I’m like, “How did that person get the ability to get in my inbox and annoy me.” Anywho, there was this dude that comes in, and this is a lesson for everybody, so he’s stressing out like, “Russell, I want to use Clickfunnels, but I can’t because your integration with Infusionsoft doesn’t pass all the data it only passes part of the data. And your integration with Ontraport doesn’t do something specialized that I need for my thing, and I was talking to these people over at Leadpages and  they were making fun of me for using Clickfunnels because Leadpages does integrate with them better and blah blah blah.” All this crap.

At first I was just going to delete it, but then a part of me was like, this guy is complaining about a bunch of things that don’t matter at all. I was like, “Hey why are using Infusionsoft?” he’s like, “because I need to do tagging.” “Why don’t you do tagging inside of Clickfunnels?” “Clickfunnels can’t do tagging.” “Yes, it can. Why do you even need tagging? I don’t know anything about you or your business, but my guess is if you’re not making at least ten million dollars a year right now, there’s no purpose, no need, no reason that you need to be doing tagging. The only thing you need to be doing is selling a product. I’m curious, what are your revenues? Are you selling a lot or are you not?” Guess what he came back at, “No I haven’t launched my business yet or one of my funnels, I just got Clickfunnels, I like it and I’m trying to figure it out. So I was researching people who are talking about this and that. How this doesn’t work and how that doesn’t work and all these kinds of things.”

I was like, “Dude, right now our average, our members are making on average $600,000 a day through stripe. Inside of Clickfunnels, right now we’re making anywhere from $40 to $50,000 a day through clickfunnels through stripe. For you who has no business yet, is stressing how our integrations with other companies. Dude, first off don’t integrate it. Do not worry about our integrations, you don’t need integrations. That’s why we have Clickfunnels so you don’t have to do integrations. I run my entire business through Clickfunnels.” “Yeah, but right now you don’t have advanced tagging like Infusionsoft.” “Why do you need advance tagging. You don’t even have a business yet. You’re not even selling a product yet. I don’t even use advance tagging yet. You have my permission as soon as you pass $10 million a year in sales. Then you can start stressing out about advance tagging. Until then the only thing you should worry about it selling your product. You set up a Clickfunnels page. On the first page you just have an opt-in, on the second page you just have a sales button that goes through stripe, third page you should deliver the product you just sold. And you should focus on driving traffic, that’s it. He came back and he’s like, “Wow, thank you. You’re right, all this time I’ve been stressing on these things that don’t actually matter. I was in analysis paralysis or whatever. Right now I not even making a quarter of a million a year, I’m not making ever $100,000 a year. I’ll be honest, I’m not making any money right now.” And I said, “Well, therein lies the problem. You’re worrying about all this stupid crap that doesn’t matter. Clickfunnels does everything you need to do. Don’t look outside, Don’t look for Infusionsoft, you don’t need it, don’t look for Ontraport  you don’t need it. Everything you need is right here. Just use Clickfunnels.” And he’s like, “Oh man, this is awesome.”

So I thought I solved this big problem right, so I thought. So then yesterday, two days later, he comes back to me and this is why you should never respond to people on Facebook because it never ends. So he came back to me and he had screenshots from all around the inter-webs, different Facebook groups and things and he had blackened out all the people’s names to protect their innocence from me. All these kinds of things, all these posts of people who supposedly were upset at Clickfunnels, were canceling Clickfunnels or didn’t like the way that the integration with Aweber, or whatever those things were. He went and scoured the internet. You could tell he spent days looking for all these different possible things, issues that might possibly happen that he didn’t want to mess up, and didn’t want to not make money so he was just finding any way possible to not use Clickfunnels. And he came back, “Russell, there are all these people who are friends of yours, and there are people who are insiders, and one of them used to be an employee and you fired him and you should let him back because he was so good….” All these things and he showed me pages of screenshots from all these people.

And then he started talking about how, If only we had a Zapier integration, then he could do everything, you just need to Zapier…If we could just have all the tech guys focus on Zapier for him then all of his problems would go away. And I wrote back and I said, “Hey, how many products have you sold this week? Dude, you’re stuck in your same problem. This is why you’ll never be successful. You’re searching so hard for a reason to not make money, and you’re going to find it if you keep looking. Right now we eleven thousand members and its growing rapidly, most those eleven thousand members, guess what they do? They just make money. They use Clickfunnels and they make a crap-ton of money and they’re fine. But guess what, there is a fraction of a fraction of a percent who are frustrated. And guess what that fraction of a fraction, those are the ones the go to Facebook and complain about, “This didn’t work, my aweber integration didn’t work. I’m pissed at Clickfunnels and I’m canceling.” Let’s say 1 percent of our customers vocally complain, that’s 1000 people a day vocally complaining on Facebook and it’s not that. So you take 1 percent of 1 percent. That’d be 100 vocal people on Facebook a day, and it’s not that. It’s like five, five or six. You take 1 percent of 1 percent of 1 percent and a half of that, you’re looking at how many people are actively mad on Clickfunnels and they’re the ones posting and those are the people whose opinions you’re freaking out about. Look at the other 10,997,000 or whatever the number is, who are happily just using Clickfunnels and making a crap-ton of money with it. That’s who you should be looking at and focusing, not the complainers, not the people who have some issue.

I was looking at one of the complaints he sent me over, and again the name was blurred out to protect the innocent, and in this thing this lady was all upset because the Aweber integration didn’t work the way she wanted it to work, and I understand that. That’s frustrating. But there’s a work around, so the support person gave her a work around and she was so mad. “Support didn’t get back to me for 24 hours and I’m upset. I’m cancelling, I’m refunding my money. I’m getting my $100 back.” I started laughing. “You’re upset over $100. Look at what we gave you, the ability to create amazing sales funnels. The ability to have upsells and downsells and membership sites and affiliate programs and all this stuff for $100. It reminded me of a dude I heard at a standup comedy thing, and this guy is sitting on a plane, and they’re flying over the Atlantic Ocean somewhere. And the guy sitting next to him is upset because it’s too hot, or it’s too cold, the food didn’t taste that good. All these things he’s complaining about thing after thing after thing. And the guy looks at him like, “You’re flying. You’re in a airplane over the Atlantic ocean flying. It cost you $100 or $500 for this ticket. 300 years ago, 1000 years ago kings would have given everything they owned for this experience and you’re complaining because the food doesn’t taste good, because your seats not big enough. You’re flying.” Oh my gosh, quit freaking complaining.

So I was laughing, a year ago, pre-Clickfunnels, for you to create what you just created, worst case scenario it would have cost you $1000 to get a designer, a programmer, an analytical. Worst case $1000. Here you get all that times a million times more, for $100 a month, and all you got….and one little hiccup makes you freak out. I want to tell you about my experience prior to Clickfunnels when we were paying a designer $50,000 a year and a programmer $`100,000 a year and 8 other people involved to just get one funnel live, and guess what? 90% of the time the shopping cart would break and the auto-responder would break and the sites would go down and on and on and on and on. And now those things are almost zero. I don’t say zero because there are little issues here and there that happen, but it’s almost zero and guess what you’re paying for that? $100 a month. You’re flying, quit complaining. Look at the positive. Look at what we’re giving you for $100 a month. It’s insane to me.

What is the moral of this story? The moral of the story is you’re freaking flying. Quit complaining about the bumps and the air, and the fact tha you don’t like the food. You wish the food did something different. And you wish you could eat steak or sushi, or you wish you could have a shower on your plane, or whatever it is. Quit complaining, you’re flying. With Clickfunnels you are flying. I understand there will be hiccups or things don’t work the way you want them to work, or whatever it might be, but you’re flying. Don’t forget that.

Alright, that’s it for today guys. I’m going to go and help some more people fly and if you’re the one looking for 1000 excuses about why you can’t be successful, I promise you, you will find them. But if you’re like the rest of us who are just doing our business and making money and realize there are going to be hiccups and bumps. Just work around them. If that’s you, then welcome to my world. You’re the people I want to serve, you’re the people I care about. And you are the people who are benefiting from Clickfunnels and the training, and everything else that we’re providing for you guys at an insane rate. Its still is insane to me, what you’re able to accomplish today for $100 a month. If you were to rewind and look back 12 months ago, 18 months ago, 24 months ago it was a different story, a whole different world and the world you live in is amazing. Be grateful because you guys are flying now. I’m out of here, appreciate you. Have an amazing day. I’ll talk to you all again soon.

When you look at their intentions, it changes your perspective.

On today’s episode Russell talks about people having good intentions in the aftermath of the US election. He discusses a story he heard at a Tony Robbins event that illustrates why he feels people always have the best intentions in mind, even when they do horrible things.

Here are some interesting things to listen for in this episode:

• How overhearing a phone call made Russell realize that even someone who was voting for the opposite political party, still had good intentions.
• Why Russell believes that people don’t inherently have bad intentions.
• And how that has given Russell an invitation to continue to love friends and family even when he disagrees with their religious and political choices.

So listen below to hear Russell’s thoughts on the election and good intentions.

---Transcript---

Hey everyone, this is Russell Brunson and welcome to Marketing In Your Car. I hope that you all had a good election night last night. Some probably good, some probably bad, some just confused in the middle. Totally understand that. You know what, this morning I woke up, the sun is shining. My little daughter, Norah did not want me to leave today, so she was crying when I left, she was sad. I drove around to the front of the house she was there and gave me a kiss. So that was….It made the whole day good.

So yesterday was kind of an interesting day. I don’t know if you follow Snapchat, or all the other channels were publishing stuff so you see kind of behind the scenes of what we’re doing. Part of Funnel Hacker TV, one of our episodes with this guy named Robert Jones, who’s super talented man in the beauty space. He was in town and we were filming some videos with him and it was just really cool day.

We werer working on his software and overall a really good day. It was the last free day I have until my book is done. I’m going in the office to lock myself down and do nothing but write my book. It was a fun day and then we came home and the election stuff was, we were eating dinner. And then the kids were all into the election because at school they’d been talking about it. They all had maps out and they were coloring the states as they went to red and blue. It was kind of a fun experience.

Robert and Bart and Sunny were all at our house, then they left and we just sat on the couch with the kids and watched the news. Just watching as the day unfolded. Obviously now at this point, we all know what happened, but it was kind of crazy. We were watching it and we all passed out on the couch. I woke up at about 1:00 or 1:30 in the morning, whenever it was that Trump was giving his speech talking about the fact that he’d won.

And I was watching it and I was like, “Wow.” It’s just kind of crazy. Two days ago the media convinced everyone that there was no way that he would win and then he wins. It was crazy. I was sitting there and I looked at Facebook because I wanted to see everyone’s responses. Honestly it was kind of sad. I saw friends on both sides, yelling at each other and fighting. I just felt kind of a sick feeling. And what was interesting a few hours earlier I had an experience that kind of put this whole crazy thing into perspective for me.

So I opened up Facebook live, and clicked play. I didn’t know what I was going to talk about, but I started talking. Some of you guys may have seen that. I want to kind of go back to that conversation because I think it’s important. I think I was half asleep, so I was watching it this morning and some of the stuff I said, didn’t make sense, wasn’t very concise. So this is my shot to make it permanent on the podcast and hopefully it’ll help some of you guys who are……wherever you may be in your journey right now, with this and with other things.

And basically what I talked about, a few hours earlier that night, Robert Jones and I got in my car and we driving from the office back to my home. And he came over for dinner along with Bart and Sunny. Robert is someone I have so much love and respect for. What he does, how he serves, the value he provides this world. And we obviously do not see eye to eye on some things.

If you look at me, as most of you know at this point, I’m a very devout Mormon on this side. And he’s got very different beliefs and things on the other side. Which is totally cool and it doesn’t bother me. I’ve got friends and family members and partners and things that they completely disagree with me on many things, I completely disagree with them on other things. And that’s why I think it was so important for me.

As we get in the car, we’re driving, he calls his significant other and they were talking, and they were obviously rooting for a different person than I was. I kind of overheard ten seconds of the conversation. They said basically, “Hopefully it will go good, say a prayer and pray for the best.” or something like that. And as I was driving there I was thinking, “Wow.” Because in my mind, I don’t know, I think we get into the heat and the marketing of the elections, which by the way has been really fun. We should do a whole marketing podcast on the election stuff later, could be really fun.

But we get into that and it’s funny because you start perceiving people, I’m thinking candidates specifically as evil. This person is evil because of this and this. And then the other side, this person is evil because……it’s almost how we start perceiving these people. I was thinking about that last night as I was saying prayers with my kids, and praying for what I thought was right for the country and looking at what Robert was praying for and it was completely different. The polar opposite of me. And that’s okay, because Robert’s not evil; the person he’s voting for is not evil. I’m not evil. We’re all acting out of what we think are the best intentions for us, our families, and the country.

And I started thinking more and more about that last night at 1 or 2 in the morning. It got kind of fuzzy after a while. But as I’m thinking this I’m like, you know what, all of us, and I would argue in every situation that we make our choices based on good intent. What we think is best is for us or for our family. Things like that. I don’t think people act out of malice or hate or spite. They do it sometimes, but not because they’re hateful, because they believe that that is the right intent.

Sorry the construction guy I drove past, and he’s giving me thumbs up for my car.

Anyway, they believe that that’s the right intent. I was thinking back, and I’m probably going to slaughter this story and I wish I knew the details better, but the principle’s the same. I was at a Tony Robins event and he was telling this story about one of the Day of destiny’s he was at. Day of destiny has 3 or 4 thousand people in the room and usually have partners and your working through things and you have workbooks.

I guess one of the attendees had written down that his plan was after the event he was going to go home and murder his wife and kids and then commit suicide. The guys partner was looking at his book and was like, “Wow, my partner is an evil person who’s trying to kill his wife and kids and I have to stop him. This guy’s got evil intentions.”

So he goes and finds some of the tony Robin’s staff and says, “Look, this guy is a psychopath over here and you guys should fix him.” So they’re going through the event and Tony finds out about it, and I don’t know the exact details, but Tony does interventions at his events. So he does an intervention because he knows that this guy is going to go home and slaughter his family. If you look at that from the outside, what do you think? How do you feel when I say that? That this man’s intent is to go home and slaughter his family and kill himself?

You think that this guy is a psychopath, this guy is evil, the worst of the worst. So Tony does this intervention with this guy and finding out why. What’s the purpose behind why he’s doing this? What is the underlying issue? Comes and works through the whole thing and finds out when this guy was young, and I can’t remember if his dad died or left or something. But this man’s father had left him and when his father left him, his whole life collapsed.

His mom, it was horrible for his mom, the kids, the family. So much so that he associated his dad leaving as worse than death. He wished he would have died because his life after his dad left was so painful and so horrible, that death for him would have been a release. So this man was in a situation now where he was in a marriage or family that he was not happy with and he knew that he needed to leave.

Whatever that looked like, I don’t know the details. But as he was looking at that he was thinking about his kids that he loved so much. I love my kids, I love my wife, but I have to leave. But if I leave it would be better for them to be dead than for me to leave. Because if I leave it will destroy their life; but I have to leave. So because I love my kids and wife so much, I have to kill them so they don’t go through the pain that I went through. That was his perception of the world.

When you hear it from that lens you’re like, “Wow, this guy, yes, the method and the process were wrong, but the intentions were good.” He honestly thought this is what he needed to do to save his wife and kids.

I think about that with all of us. I don’t think people inherently have bad intentions. I look at history. And I don’t know these people; let’s say the worst of the worst. I think about Hitler and I think about any of these people, what they did was horrifically bad. No excuse, wrong and evil. But in their minds, their intentions were probably not bad. This is what we need to do. The lens that I’m viewing this world through, this is how I’m going to make the world a better place. Yes, the lens and direction were wrong. I’m not excusing that because it’s horrible what happened. But their intention was probably good. And maybe there’s situations where people just really do have bad intentions, it’s probably there, but I think that for the majority, 99.999999% we have good intentions and that’s why we make the decisions we do. What we think is best for us.

I think about, for me, I have close friends and family members who’ve left the church that I love. There’s times that I get sad and angry and frustrated, all those kinds of things, but I look at them and I love them and I love their families. I look at that and I’m like, despite the fact that I don’t feel the direction they’re going is right, I can love them because they have good intentions. They’re not doing this out of malice or hate or anything. It’s because they feel like for them, this is the right direction. So I have to respect that even though I disagree with it because it’s their good intentions. They’re trying to do what’s best with the information they have.

It’s the same with politics, religion. It’s the same with, I think most things. So I hope that as this political hailstorm has ended, that as we’re looking around at our candidates and our friends and family members and people around us who disagree with what we’ve picked, that we remember that. They didn’t pick it because they’re evil, they didn’t pick it because they hate things. They picked it because for them, that was……the intentions were right. They honestly felt that that is the best thing for them.

And I think if we look at that through there, hopefully it will not divide us but make it have more love and respect for each other. But it’s hard. I get that, I understand that, especially when you feel people are doing things that don’t make sense and you don’t agree with it. And sometimes it makes you cry because it’s so painful. We can still love them because we know that they have pure intentions. That’s the key.

I hope that helps. It helped me yesterday. Like I said, when Robert made that comment when he was in my car and I heard it, it gave me a change of heart and more love and respect for him and just for everyone around me. And I hope that this helps you and all of us as well. That’s what I got.

Anyway, now the elections are done, it’s time for us all to get back to work. Because despite the fact that we all voted, no offense, none of your votes really even matter. There was no election, it came down to two people.  Anyway, just joking. The only thing that really matters is what we do, what we give, how we serve. So I recommend all you guys focus on that and continue to have good intentions and continue to try and change the world in the way that you see as right. And as you do that, good things will happen. With that said, appreciate you all. Have an amazing day and I’ll talk to you guys all again, hopefully tomorrow. Bye everybody.

Is it just me or does this happen to you too?

On this episode Russell talks about how he focuses despite having A.D.D. and why he views it as a superpower.

Here are three things to listen for in today’s episode:

• Why Russell has three computer monitors and why you should too.
• How A.D.D. contributed to Russell’s losing focus and getting bored with projects he works on.
• And why he thinks A.D.D. is actually a superpower.

So listen below to hear how Russell gets stuff done even though he has A.D.D.

---Transcript---

Hey everyone, this is Russell Brunson, and welcome to Marketing in your Car, or Quickies in your Car. Marketing Quickies, I’m still having an identity crisis. I’ll figure this out soon. Hey everybody, hope everyone is doing amazing today. I just got back from most of my whirlwind trips around the world. I think I told you guys, two weeks ago I was in New Zealand, Australia, Phoenix all in seven days. From there I had a week home, then I went to Utah. My dad got put in the Utah Wrestling Hall of Fame. Then went to Denver, spoke at a GKIC event. We closed $200,000 in sales, which is always exciting and fun. Then went to Armand Morin’s event out in Phoenix again. The groups a lot smaller and I think I did about $24,000 in sales, something like that, not too bad. $225,000 or so in sales on the week, which is fun.

Now I’m back and I’ve got a week to be with my family and kids, and then we are packing up and flying to London to go have some fun. It’s pretty cool. Right now I’m heading to the office to get come stuff done. The kids are all at school and it’s a rainy, rainy day. I’m just excited to go and actually sit behind a computer with three monitors and work. I don’t know about you, but I can’t stand working on a laptop. I can’t get stuff done, the screen’s so tiny. I’m addicted to having three huge monitors.

In fact, I remember the very first time I went and met Rich Shefren, I went in his office and he had three of the thirty inch Mac monitors. I was like, “Dude, it feels like you’re in a space ship!” He said there is some study that proved that the more desktop space you have, the more productive you are. Of course I had to, because the studies proved that that’s how it works, I had to go get some. Anyway, I would never go back. I think one of the best things to do to increase your productivity is buy more monitors. I’ve given you all permission to get three, not one, not two, three thirty inch monitors, so you can get more stuff done, and you’ll love it. If you don’t want to get three, at least get two. You can just switch from one to two, it will change your world dramatically. Then when you go to three, you’re just like, “I don’t even know how people work on laptops.” I honestly can’t stand it.

I haven’t gotten hardly anything done in the last two or three weeks, because of that. Today I’m going to go get some stuff done. I’ve got a huge to-do list, I’m going to pound through it all. I’m really excited actually. I know that’s sad, most people are like, you get home from a long trip, you want to take the day off. I feel like I’ve been taking too many days off. I want to go and get some stuff done, that way I can relax and have some fun when we are in the UK, where I’m taking a legitimate week off. I won’t even have, I’ll have my laptop, but that’s about it.

I’m excited. I have a question for you guys. Is it just me, or if all you guys are this way. I’m guessing you guys are like me. You probably all have horrible ADD. For the last, let me walk back, for the last twelve years of my business, this is how my process has been. I get an idea, and I focus on it and make a whole bunch of money, and as soon as it makes a bunch of money, I get bored. Then I go and I want to launch like ten things, and I launch like ten things. Then one or two of those ten things will make money, but then everything else suffers because of it. We never increase our income from it.

Then it gets worse, and worse, and worse, and I’m juggling a million things all at once. Then I finally decide to cut everything except the one thing that is making me money. I focus on that and it starts growing and it makes tons of money, everything is awesome again. Then I get bored and I’m like, “I’m going to launch like twenty new things.” I launch like twenty new things, and one or two of them actually make any money, but everything else drops down. Then we start losing money, and then I start spiraling down. I get stressed out and then I cut everything again. I focus on one thing and it grows.

Have you guys done that before? That’s been my pattern for twelve years now. It drives me crazy, but that’s how my brain works. For example, right now a year and a half ago we started cutting everything. We cut our supplement. Everything outside of my coaching program, we cut so we could focus on Click Funnels. Guess what happened? Click Funnels grew and it’s growing and it’s doing amazing now. It is so hard now, because the more successful it is, and the more hands off and more automated it is, the more I want to do more things.

It’s just hard. I want to have a supplement line I’m designing, I have this really cool real estate thing that I think is the greatest idea of all time. Real Estate slash air b and b thing that I want to do. Then I have all these things I want to do now and it’s stressing me out because I know that if I do, everything else will collapse. I keep trying to push them off, and they keep nagging at me. They are these little ideas that are really good ideas, like everyone in and of itself, if we launched it this year, would do between three and five million dollars. I have no doubt in my mind. But at what cost?

I don’t know what the answer is, you guys. This is my therapy session for the day. I have so much stuff I want to do and I know that if I do, then Click Funnels will, not that it’s going to struggle, but my eye will be taking off that ball. I need to focus my eye on that ball. I owe it to my partners, my team, my friends, and to all of you guys who love Click Funnels. There’s my conundrum. I’m sure you guys deal with that as well. I’m trying to figure out a happy medium between the two. I don’t know what the answer is yet. I’m sure I’ll find it eventually.

I just wanted to let you guys inside my brain for a little bit. I’m guessing that some of you guys are the same way. Based on this, I would tell you guys this, I’m guessing that most of you, if you are entrepreneurial, you have the same issue. Entrepreneurs are really bad at focusing on one thing. I remember in school, I used to always struggle, teacher would talk and I would say, “I can’t even pay attention to what they are saying.” I learned that if I would do multiple things, if I tapped my pencil and moved my fingers, and flip a coin in my hand when a teacher is talking, somehow magically I could pay attention. I couldn’t just be sitting there quietly with my arms folded like they want you to do. I can’t do that.

Most entrepreneurs can’t. That’s the trick, as an entrepreneur, if you’re trying to focus and you can’t, grab something in your hand. Start tinkering. Start moving. Start drawing. You have to be doing two or three things for you to be able to focus on one. It’s weird. It’s our super power, though, right? I’m guessing that most of you guys who are entrepreneurs that are listening to this are probably the same way, right? You get excited and you start focusing on a business that starts growing and you want to start tinkering all over the place.

What I would say, what I would coach Russell through, if I was coaching me, is just focus on one thing. Find something that you are passionate enough about that you can create new front ends and new things to drive all traffic and leads into that one thing. That’s how, for the last twelve months, I’ve been able to focus on Click Funnels. It wasn’t just Click Funnels, it was what other things can I create to bring people into Click Funnels? I was able to use my ADD super power to focus it on and towards that.

Just something to kind of help you guys to know that you’re not alone. I do the same thing. Even like you would think after twelve years of this, I would be like, “Oh I can just focus.” No, I can’t. It’s impossible. It’s in our DNA, it’s how our brains are wired up. It’s not a bad thing, it’s a good thing. It’s why we are all crazy successful, because of that. It’s just learning to harness that which can be really, really hard. If you are in that phase right now, I would say find something to focus on. What you focus on will grow. Then use your ADD to figure out multiple ways to make that thing grow and that becomes awesome.

The only other question, I don’t have the answer to, is after you’ve done that and it’s growing through multiple facets, then what? Do you launch a new supplement line or do you just not? These are the voices in my head yelling at me. Appreciate you guys. I hope you don’t think I’m that weird. I hope you guys feel the same way, because it’s hard. It’s really tough. I’m going to go in there and focus today on things I need to do. Then slowly push forward some of those things that I probably shouldn’t be doing, but keep me engaged and keep me excited. Keep me waking up in the morning. That’s what we’ve got to do.

I appreciate all you guys. Thanks for listening to my rants, my rambles. I hope you get some value out of this. With that said, I’m going to check off. I’ll talk to you guys all again very, very soon. Thanks everybody! Talk soon.

Understanding the difference between strategy and tactics can mean everything in your business.

On today’s episode Russell shares the difference between tactics and strategy after an attendee at Funnel Hacking Live complained about the content of day one. He tells why strategy is the key and tactic is just an element.

Here are some interesting things to listen for in this episode:

• Why an attendee at Funnel Hacking Live was unhappy with day one at the event, and why he’s not seeing the gold Russell has given him.
• Why it’s important to know the difference between tactics and strategy.
• And how if you follow an overall strategy, the tactics will still be there, but you can earn 15x more money.

So listen below to hear what someone else had to say about Funnel Hacking Live, and why Russell thinks he’s wrong.

---Transcript---

What’s up everybody? This is Russell, I am out taking the garbage out, Sunday night. And it’s a beautiful night, a little chilly, but looking out there’s a really cool ski hill called Bogus Basin here in Idaho. Anyway, where my house is at and I’m taking garbage out, I go out and I can see the mountain and the mountain is all dark and where the ski hill is, is all lit up and looks insanely cool. So that’s kind of fun right now.

But I had a quick message for you guys because I just wanted to make sure everyone’s paying attention. Because I feel like sometimes you can show people gold. Be like, “Hey, here’s gold. You want some?” and the smart people see that and they’re like, “Oh sweet.” And they take it. And there’s other people who say, “That’s not real gold. I didn’t want gold. I wanted platinum. I came for diamonds, why are you trying to give me gold.” I’m like, “Dude, there’s gold. You can sell it and buy diamonds.”

So let me explain this metaphor. Funnel Hacking Live last week, insane. Those of you there, you know, you experienced it. It was just amazing. And we’re starting planning next year’s and I think I finally figured out a way, took me three days, but I think I figured out a way to make it better than last time. I’m not sure yet, but I’m excited to try. That’s going to be in time, I got a year to plan it, so that’s going to be sweet.

But it was an awesome event and of the three days, day one was probably my favorite day because I think what I got to share got me most excited. I shared the first section of the book, which is how to build a mass movement. Went into all the strategy and the tactics behind how to do that. I wanted to break those out, because there’s two different things, strategy and tactics. Then I had a chance to go into the story. We talked about epiphany bridge stories. I showed the strategy and tactics behind that. Then Brandon and Kaelin spoke the first day. Jim Edwards spoke the first day, it was awesome. All the days were good, but the first day was, I was most excited about what I taught the first day.

Anyway, that was good, I thought. For those who were there, it was good right? Pretty amazing? It’s basically a year, more than a year, deep year of my thought, what I’ve been trying to really show and teach and coach everybody through. And what the new book’s going to be really going deep into. So it was also a big preface for the Expert Secrets book which is coming out April 18^th. So anyway, most people were there and they got that and went and ran away with it. But then one of my buddies, one of my friends showed me the other day some post that one of the guys at the event posted in his private members area.

I know who this guy is, I’ve been watching him for a while, he’s been doing some cool things. But his business isn’t that big yet,  he’s kind of……I won’t make fun of him publicly, I might later. We’ll stop for now. In his members group he posted, he said, “Day one of Funnel Hacking Live was stupid. Not a single tactic was taught. Blah, blah, blah.” Dropped like 5 or 6 F-bombs in this thing. I was just like, I’m glad it was after the event, because I would have called the dude out on stage and embarrassed him in front of everyone, which would have been amazing. I kind of wish I had that now.

But instead I saw it like two days ago. I was like, “What? Day one?” It’s funny, day two he came up to me afterwards and said, “I’m joining your Inner Circle, man. This has changed my life.” Did the whole thing. By the afternoon day two he had a change of heart, but after day one he was frustrated apparently because I didn’t teach enough tactics.

So a couple of things. First off, what you must understand is that tactics are good. Tactics are like the tricks you use to do things. But tactics in and of themselves are not that powerful. In fact, I think, when I first met Jay Abraham and Rick Shephard and the guys, they used to talk about this. Talk about how strategy is more important than tactics, and I used to think that were not smart. Because I’m like, “No, these tactics, these tricks, these tools, these things are the secret.” And as I’ve gotten older, in my old age, and I’ve shifted from being stuck at 2 or 3 million dollars a year, to shifting to 30 million dollars a year and beyond. Hopefully this year we’ll hit 80 or 90 million, and mass growth. Bigger than anyone I know of in our industry.

The big differentiation that took me from 2 or 3 million dollars a year to ten time that, it wasn’t the next tactic. It was the strategy, the strategy behind it. As I’m on stage teaching how to build a mass movement, I’m talking about the strategy of how you build a mass movement. This is how you get people to follow you, this is how I went from 3 million dollars, to two years later 30 million dollars in a year. The difference was not a magic tactic. And I showed tactics, I showed the different tactics, but it was the core strategy. When you understand the strategy there’s a lot of tactics inside of it, but understand the strategy is the key.

So we’re showing the strategy to everybody and I’m just hoping that you guys weren’t like this dude looking at this gold and being like, “but I came here for diamonds.” Dude, are you kidding me, take the gold I give you and go sell it and buy some diamonds if that’s what you really want. Don’t miss out on the lesson because you came thinking you were looking for something else. If there’s someone that’s showing you something, don’t be like….I was the same way. So I’m throwing myself as being guilty of this too. When I first talked to Shephard and Abraham, those guys who were way ahead of me strategically thinking, I used to make fun of them thinking they were dumb. Just like this guy was doing for me. I’m like, no when I understood it; I respected and understood that I gotta figure out the strategy.

The tactics are always there, the tactics will fit inside of any strategy, but the strategy is the key. That’s what expands your growth. And then, come on now, epiphany bridge story, the hero’s two journeys, that’s all tactical. Come on now. I’ll leave that there.

What I wanted to talk about is, as I was thinking through this, is I want to kind of tie in the tactic and strategy and all that kind of stuff. When I got started, whenever it was, 14 years ago, my first mentor was Mark Joyner, he always told me, “You gotta build a list, you gotta build a list.” Which is a strategy right. At the time there were a whole bunch of different strategies people were chasing. There was AdSense stuff, The was Google AdWords, there was Arbitros, there were all these different ways to make money. And Mark was my first mentor and luckily I listened to him by the shiny objects flying around me like crazy. So I started building a list, building a list, like he told me to.

And I did that and it was funny, a couple years later Mike Filsaime came out with, he kind of coined this originally, a lot of people say it since, but the first time I heard it, it was from Mike. He said, “You should average one dollar per month, per name on your email list.” I was like, okay, that’s a cool metric. I started looking back at what I was doing and it was interesting how close my business at that point had followed that. I had a thousand people on my list, I was making about a thousand a month, when I had ten thousand on my list I made ten thousand a month, when I had a hundred thousand on my list I was making a hundred thousand a month. It was eerie. Is that a word? How close that number stayed.

For me, I started focusing on the strategy is building a list. What are the tactics to build a list? I kept focusing on tactic, tactic, tactic to build a list. My list kept growing and my income would grow with it, but I didn’t have the huge shift. When we started shifting, I was telling this, last week, I can’t remember if I told you guys this or not. Dean Graziosi did this big book launch and he invited the top ten or fifteen affiliates to his office. So I flew down there Thursday and hung out, it was amazing. It was an amazing group. I could go on for days about all the people and what I learned. I got some amazing stuff that I will show you guys in the next few months. If you watch, you’ll see some of the stuff I learned from that group.

But what was interesting is, when I got there to talk, they wanted me to talk 30 minutes on whatever I thought was the biggest, most impactful thing in my business over the last few months. What did I share with them? I shared building a cult-ure. I talked about the three things. The thing I talked about first session of our group, we talked about charismatic leader, future based cause, and then new opportunity, which is the key. That’s the core strategy. What’s interesting is, I wasn’t planning on talking but when I got up on stage, I don’t know if you’ve done this when you’ve gotten on stage. Things pop into your head sometimes, so I got up in front of this group and the first thing that popped into my head was the Send out Cards event I went to 7, 8  or 9 years ago.

I remember going to this event all excited to learn network marketing and see how these guys do everything. And I was confused when I got there, to be honest. Nobody taught anything. I remember, the first day they gave awards to almost everyone in the group and they had people win cars, they had recognition, told stories, people crying about how sending cards changed their lives. And it was so confusing to me. I remember afterwards sitting there talking to David Frey, he probably doesn’t even remember this, but it had a huge impact on me. I was like, “Dude, nobody taught anything.” And he said, “You know what the craziest thing is Russell? They’re a software company. That’s it. They’re a software, but what have they done different? What was the strategy?” The tactic is how to build a software company, but what is the strategy? He didn’t say that, but I was thinking what is the strategy?

And we started talking and he said, “They’re a software company, but look what they built around it, it’s a movement. There’s people, this is a way of life for people now.” And I was thinking about it, send out cards, I love the guys who own that, it’s a cool company, but their software is not that good. There are thousands of better card editors out there. But they built a movement of people and that’s why that company did so well.

So when I was launching Clickfunnels that kept ringing in my head from David Frey. They’re just a software company. I’m like, “I’m building a software company.” I could have gone, what’s the tactic to build a software company. No, step back. What’s the strategy? How do these guys do it? They didn’t say, let’s build a software company. That wasn’t what they were doing; they were looking at the strategy of it. So as we launched Clickfunnels, I knew we were going to compete against, Infusionsoft, Leadpages, and all these crappy software products, and I was like, I don’t want this to become a battle of who’s got what feature. I want to build a movement. I want people, I want to build the best software in the world, and luckily I’ve got the partners that are able to do that, which is insanely cool.

But I was like. Even if our software sucked, I still gotta out market everyone else.  Because I want them to follow us because we’re a movement, not because we’re a software company. If you were at Funnel Hacking Live, you remember Ryan
Montgomery, our CTO, he got up there and said, “hey guys, we’re not a technology company, we’re a marketing company. We’re building technology, the technology behind it to make us be able to market, which gives you the ability to market.”

That’s the big differentiator, that’s why we’re taking on the SASS companies that are fighting us on features and we’re thrashing them because we’re building a movement. And that’s the strategy. So I started looking at that, and I looked at our numbers over the last two years, and what’s funny, is for 8 years in my business, our metrics were one dollar per name per month on our list. And I look at our numbers now and I gotta do the math real quick in my head. But we are closer to probably 14 or 15 dollars per name per month on our email list. So we 15x’d it. Same people, same list building tactics to get people in, but the strategy shifted. What happened when we shifted the strategy? 15x, instead of one dollar per name per month on our email list, we make $15 per name per month on our email address, by shifting the strategy and the strategy was how do we build a movement? We’re not a software company, we’re building a movement.

I wanted people coming to Clickfunnels like they came to Send out Cards on stage crying because they send a card and it changed someone’s life. I don’t want them coming and talking about how much money they made. That’s the difference.

I just wanted to share that because I know sometimes we get caught up in what’s the new tactic. Some of my close friends are running an event this weekend coming up, and the difference, you go to that event and what do they do. There’s all these people on stage sharing tactics, and some people love that, but that’s not what wins wars. Tactics are the gun and the shot gun and rifle that you go out there, but if you got a bad strategy you’re going to lose.

So take a step back, look at the strategy and understand that, and hopefully this helps you understand the difference between strategy and tactics. How the tactics are good, but you switch to strategy and get that correct, 15x growth, going from 3 million to 30 million in  24 months. What’s the difference? It’s not changing my tactics, the tactics were all the same, it was the strategy behind it.

I hope that you guys get that. With that said, my fingers are freezing. I should have worn gloves out here. I’m going back inside. Appreciate you all, tomorrow I’m going to go finish…..Friday I spent the whole day recording the audio version of the Expert Secrets book and tomorrow I’m going to finish the last third. I drive out there, I have a message I want to share with you guys, but I’ll save that for tomorrow. Thanks everybody, have a great night and we’ll talk to you guys soon.

This goes against all logic, but it’s the only way to actually do it.

On this episode Russell talks about procrastinating getting presentations for Funnel Hacking Live done and why procrastination works for him. He also talks about why he sells stuff before it’s even been created.

Here are some of the other exciting things in this episode:

• What Russell’s dream car is and why some might consider it a downgrade.
• Why getting work done right before it’s hard deadline is beneficial for Russell.
• And what creative way Dean Graziosi makes bestsellers.

So listen below to find out why procrastination works so well for Russell.

---Transcript---

Hey everyone, this is Russell Brunson and welcome to Marketing In Your Car. Guess what? Today, I’m actually in my car, which is kind of awesome because there’s been less of that lately.

I’m backing out right now and I’m driving the Corvette that is the one we showed everyone when we launched the dream car contest. I’m about a week or two away til I get rid of this thing. Getting rid of the Corvette, and my Lexus is now smashed because I backed into it with my other car. Yes, I’m a genius.

I’m going to be finally getting my dream car. It’s funny, I’ve been, my whole life my dream car’s been a Jeep. Ever since I was a little kid I always wanted a Jeep, but for some reason I never had one. I’ve had a Ferrari, I’ve had a Corvette, all those things. But I don’t even like those cars, I’ve always wanted a Jeep. So all the guys at the office are making fun of me, “Dude, you realize Jeeps aren’t that expensive right?” I’m like, “yeah.” They’re like, “Why don’t you get one?” I’m like, “Because I have a Corvette now.” And they’re like, “Well, get rid of it.” I’m like, “I guess I could. Why don’t I just do that?”

So I’m getting a Jeep. I’m down grading in the eyes of some people, but I’m upgrading in my eyes, which is all that really matters when all is said and done. So I’m pretty excited for that.

But I’m heading to the office right now. Yesterday was planning out all the presentations, the offers, getting order forms, process flows, speaker lineup, all that kind of stuff was yesterday. Today is working on presentations. I got Tuesday, Wednesday, Thursday to get all my presentations done. And then after that I’m heading to the event. So it’s like do or die.

But I want to talk about, because I know some people have voiced concern that my presentations aren’t done and the event is happening. So I want to talk to you guys. I did a podcast a year ago called the Fine Art of Procrastination, which is worth listening to. So this probably part two of that. It just kind of a understanding that most people, we spend so much time planning stuff. And there’s some law, I think its, I can’t remember, Fredo’s law, one of those dudes. But there’s a law that basically however much time you have to get something done, you will fill that time completely up. It always happens.

So if I were to start planning these things six months ago and started working on presentations I would still be not getting it done until right now anyway. So in my philosophy, just why not just get them done right now and it’s better? The other thing, I don’t know about you guys when you do presentations, I’ve had presentations, where I’ve created presentations and I’ve done the presentations a bunch of times and it worked, and then I don’t do it for six months and I come back and do it and even though I’ve done the presentation and I know it, for some reason my mind can’t remember the process and some of the stories, all that kind of stuff gets messed up.

Where if I’m doing the presentations right before it actually happens, then I have better recall and clarity of what I was I doing and why I was doing it and how all the pieces fit together and all that kind of fun stuff. In fact, the FHAT event we did last week, I was up until 1:00 the night before doing my presentations. I was all nervous and all those things, but what’s nice, I’d gone through it so many times, I knew the process and what I was trying to cover, when and why and how they all fit together. So when I gave it, it was all top of mind. If I was to give the FHAT event today, I would struggle because it’s been a week since I did it. I would be like, “Oh wait, why did I do that in that order?” It would probably be hard.

So that’s another reason why I like to wait til the end. Because it gives me the ability to have it top of my mind. What I’m doing, why I’m doing it, and the order and structure and all those things. Anyway, that’s kind of what’s happening today.

So I’m giving you guys all permission, those of you guys who procrastinate. But it comes back to is having a firm, hard deadline. I don’t know about you guys, but if I don’t have the deadline of this is when this has to happen or else it’s never going to happen. If I don’t have those deadlines then nothing ever happens. So that’s why I always schedule things like, “Okay FHAT event happens this day, Funnel Hacking Live starts this day. Product launch is this day. Roll out of MP3 players is this day.” So I set these hard deadlines and that way my, I don’t know, my mind does not have the ability to keep pushing deadline further and further away.

Because it’s like, if we don’t make this one then we miss the next one and the next one. In fact, in our office I went and bought this huge calendar. It takes up an entire wall for the whole year. And what we’d be doing is basically blocking out almost every single week and in most cases every day of every single week for the next twelve months. Everything is so tightly fitted in there it’s like, okay here’s all the stuff that’s happening and there’s no room for deviation.

It’s like, okay this is when things are happening and if I miss something then it throws the rest of the year off. So we have to get things done. That’s kind of how I function. Is setting hard deadlines that are immovable and then reverse engineering to get that done. Like, when do I need to start the core tasks, and then starting those just in time.

I remember I took a class in college, it was a project management class. But I did really bad on it, but the teacher was awesome. I remember it was my senior year, last semester. I was either failing or I was close to failing, but probably closer on the failing side, and I was not going to graduate if I didn’t pass this annoying class. My teacher was super cool, he came up to me after class. He’s like, “Hey, can I talk to you for a minute?” I was like, “Yeah.” And he’s like, “So what are you doing? What’s your…what are your plans after you graduate?” I was like, “Oh well, I already launched this business, selling stuff online. I already have two employees, just going to keep growing that.” And he’s like, “So you don’t really need this engineering stuff right?” I’m like, “Not even a little bit.” He’s like, “Cool, how about this? I’ll give you a C.” I’m like, “Are you serious?” He’s like, “Yeah.” I’m like, “Dude, I love you. Thank you.”

And so he gave me a C, and it was the greatest gift that someone could have ever given me. I don’t remember the teacher’s name or anything, but if I ever see him again I’ll be like, “Dude, thank you for that C.” Anyway, I did learn something from that class, which is why I deserve that C, because I have retention to this day.

In that class he talked about, probably a lot of stuff, the only thing I remember was the concept of just in time production. Where people get things done just in time. I guess that doesn’t really warrant me getting a C, I don’t really know what that means other than in my mind it means I’m going to get things done just in time. I’m not going to try to have things done a month or a week or six months early, because if I do I’m going to stress about it, it’s not going to be right, I’m going to keep pushing it, and I’ll waste so much time.

For me if I can press those timelines I get ten times as much stuff done and sometimes things aren’t perfect when I roll them out, but that’s okay because I have time to perfect them over time. But I do not have time to over time to launch it, get it out the door. Because then it’ll just never actually get done.

For those of you guys who get stuck in that, what do they call it, analysis paralysis, in that mode of trying to make things perfect before you roll it out. What I highly recommend doing for you is finding a business partner who just likes to sell stuff. There’s something magic about sales people.

Like me, for example, not that I’m that cool but I love to sell stuff. And I want to sell stuff fast, before it’s even ready. In fact, Steven Larsen yesterday was like, “Dude, you sell all this stuff before you ever create it.” I was like, “Yes.” And he’s like, “How do you…why do you do that?” I was like, “well, first off, if I sell it and nobody buys it, I don’t want to create it. And second off, by me selling it, I say things about what it’s going to be and I then hold myself accountable to that when I create the products I have to fulfill on these different promises.”

A lot of people create the product first. I remember when I first learned copywriting, they told me that before I create the product, write the sales letter. Otherwise, you’re going to be like, “Oh my product doesn’t do that or that.” And your sales letter gets worse and worse. Instead write the sales letter first and write all the promises you want and say how do I make my product fulfill these promises.

And that’s a better way to sell. The other way around is backwards and doesn’t really work. The key is going up there and selling. So find a good sales person and go and take it. I’ve got, by far, the most amazing partners on planet earth with Clickfunnels. And we’ve joked about this before. If it wasn’t for me, I want to sell this, they would probably still be programming it because there’s so much they want to do. But I’m like, no we gotta sell it.

So I’m selling and they’re developing. So we sold it and the first version of Clickfunnels, guess what? It wasn’t that good. But it got better. The next version wasn’t quite as good, but it got better and better. IT’s continual progression, but the progression is much easier to do when you got cash in the bank from you selling the thing. So that’s kind of the moral of today’s story I think.

In this situation, if you’re that person, find somebody who can just go and sell for you. I was talking to Dean Graziosi yesterday and he was doing an infomercial, so he filmed the infomercial, got a book that had the cover on it, with blank pages inside. Did the whole infomercial, showing the book. And he launched the infomercial and saw what the numbers were. The numbers came back really good, and he said, cool the numbers are good. Now I’m going to go back and actually write the book. So he sent the next six months writing the book.

And then the infomercial knew worked, so he went and tweaked it. This time he brought Larry King on the infomercial, launched it there, it did good but the book still wasn’t finished. He tested it, refunded everyone who bought. He just wanted to see the numbers and now he’s getting ready to finalize it. And what’s cool, this is cool and a huge honor for me. He did the first version with Larry King, test it, worked good. Then a month or two months later I was out at the 100k meeting, and if you guys listen to episodes 300-302 I shared my presentation from the 100k meeting. We talked about epiphany bridges, belief and story and all that really cool stuff.

And Dean, it’s his event so he was there. He was like, this is awesome. So he messaged me yesterday, “Hey just so you know, after your thing I had some big aha’s that I forgot about. Things I used to do in my old shows that I didn’t do. I actually hired Larry King, flew him back out here and we re-filmed the intro.” I’m like, ‘’Really, can I see it?”

So he sent me the link yesterday to the infomercial. So I was watching it and at minute 2:20 he actually said the word, epiphany. And I stood up, clapped my hands. Not only is he using epiphany bridge, he actually used the word epiphany. I was freaking out and so excited, it was insane.

And then I asked him, “Hey man, when in your schedule can we block out to do my infomercial for my book?” and he was like, “Hey, we could do it blah.” And gave me a date, which is insane and way sooner than I thought.

So I may have an Expert Secrets infomercial in my near future. I’m so excited. So we’ll see. I’ll keep you guys in the loop as that goes forward. But how cool would that be. With that said, I’m going to go inside and get some power point presentations done. Appreciate you all; see most of you all at Funnel Hacking Live. And remember you guys, you’re just one funnel away. Thanks everybody.

Can you believe this happened on the drive over?

In this episode Russell talks about The Inner Circle and why he’s going to lock it down when it fills up. He also talks about why you should join the Inner Circle and help grow your own business.

Here are some cool things in today’s episode:

• Why Russell is only allowing 100 people in his Inner Circle and you should hurry to get in before it closes up for good.
• Why the Inner Circle is so valuable for any business.
• And what other cool things Russell is doing these days to help out some other businesses.

So listen below to hear why you should join Russell’s Inner Circle to learn valuable things to help grow your business.

---Transcript---

Hey everybody, this is Russell Brunson and welcome to another episode of “Marketing In Your Car.” Hey, everyone, I hope you guys are having an awesome day. I’m about to start a week that I am so excited for. This week is Inner Circle week. I’m actually driving to the hotel right now to come hang out with our top level clients and friends. I feel like they’re more like a family now. That’s what’s happening and I’m so excited.

For those of you guys that are listening to this who are part of that group, I’m excited to see you. I feel bad, I just got a vox from Brent on our team. He’s heading there to help with registration and hang out and everything. He got in a wreck on the way there. For all of you guys, this is a public service announcement from Russell. If you’re listening to me right now and you’re in a car, please be careful. I’m going to be careful, as well, because we don’t want to get hit like Brent. Actually, he hit them. He saw something on the side of the road and looked at it like, “Oh, what is that,” and then smacked into the dude in front of him. His airbags went off and everything. It was kind of serious. I’m hoping that while we’re talking, because I’m behind him a little ways, that I’ll drive by him and I’ll actually see him and we can all honk and yell at him or something funny. Not that getting in a wreck is a funny thing, because it’s not, but when it’s your friend and he’s not hurt, then it’s hilarious. There you go.

I know that some of you guys saw some of the Inner Circle campaigns and people have been asking me like, “Did you fill it up? What happened,” and all that kind of stuff. Kind of what happened is, as you know, in the past, we’ve had two coaching groups. We had Ignite, which it was $12,000 and then had Inner Circle that’s 25 and they’ve both been amazing groups, but I decided this year that I just wanted to focus on the Inner Circle. We closed down Ignite, which is kind of scary, because that was probably 2 million dollars a year in revenue that we decided, “Oh, let’s just turn it off. Let’s turn it off and focus on these other guys.”

Then we started thinking, “How many people can we run in our Inner Circle.” I’ve been in Inner Circles where people have done it right and I’ve been in ones that people have done it wrong. I felt the right was is to have a group of about 33 people in a meeting, because in two days, you can have everyone present. It works really, really good. I’ve been in other groups that had 100 people in it and it just doesn’t work well.

In fact, I’m in a group right now that has 100 and my first meetings next month and I’m curious to go and see how they facilitate it. I’ve yet to see it done well. I want to keep the group small enough that we can keep that same intimate atmosphere, but it’d be fun to have 100 people. I’m trying to figure out the math behind it. How do we do this so we can have 100 people in it? Basically it came down to having three groups. At a time, we had two groups and I’m like, “Hey, we’re basically we’re to fill one more group, so three groups of 33.3 people, so it equals 100 people, right.” In December, we did the math and already two groups were full and the third group was starting to get full, so we sent an email basically saying, “Hey, Inner Circle’s closing down. Ignite’s already gone. If you want the last spots, they’re going really, really fast.” From that, I think somewhere between 12-15. I don’t know. I’d have to look at the exact numbers, but people that joined in December, at 25 grand a piece, so that was awesome from a revenue standpoint, but more so from like, “We’re adding more people to this family.” It’s exciting.

We have a few more spots. Our next meeting after this is in May, and we have our Funnel Hacking event before then and a bunch of other stuff, so they’ll be sold out by May. My goal is to basically lock it down. We have really high renewal rates, people that were in it that come back each year. My goal is to hopefully not have to ever open it up again and let people just keep coming back. When spots do open up, we’ll just let the waiting list know, “Hey, there’s one new spot,” or “three new spots,” or whatever and keep it filled. Keeping 100 people and that’s it and working really close with 100 entrepreneurs at a time and really trying to cultivate that and turn it more and more into a family. That’s what’s happening.

This is fun. This week, we basically have two groups happening. In May, we’ll have three groups. That’s what’s going down in the Inner Circle. The way we facilitate ours, and everyone kind of does them different, but basically, over two days, everyone has a chance to get up and share for about 30 minutes, first off what’s awesome in their business, because that’s fun to always hear. The one big thing you got since the last meeting that’s been crushing it for you. The second thing is asking, “I want some feedback from the group?” It’s kind of like group consulting, where everyone in the group is a rock star. It’s not just like, “Here’s Russell’s advice.” It’s like, “Here’s this group of 30 other people that are amazing. Here’s them sharing what they would do in that situation and getting their feedback and stuff like that.” It’s a really neat thing where you just get amazing feedback.

Afterwards, late nights, everyone’s hanging out and you’ve got relationships that are built and from there it’s really extending that relationship and extending everything and growing it for the next three or four months for the next meeting and stuff like that. It’s exciting. I love it. That’s what I’m heading to right now and having a chance to hang out with our Inner Circle family. If you’re in it, I’m excited to see you. If you’re not in it, you should just get in it. The spots are going to be gone and then they’re going to be gone. If you go to RussellBrunson.com, you can get more info on it. My guess is, within the next month or so, there will no longer be spots in the Inner Circle. Hopefully, there never will be.

People keep asking me, “Russell, you shut down your Ignite coaching, so that’s gone. Inner Circle’s now locked out. What’s your purpose and what are you doing now? What’s you business like?” I keep looking at that, because ClickFunnels is where our focus is at. It’s growing consistently and is doing well and I think it will continue to do that. Inner Circle’s capped out, so that business is there. We’ll keep creating front end products and bringing new people into ClickFunnels.

For me, it’s really looking at now, “What are some strategic projects that we can partner on, that I can bring my magic tricks to and the other people can become runners and operators of these businesses.” We kind of have three that I’m doing this with right now.

One is, you guys know the company Pruvit, which is the keytone drink that I’m obsessed with. I was able to come in and they gave me a percentage to do what I’m good at doing, my funnels and all that kind of stuff. I’m not involved in the day to days or anything like that. I’m involved in what I’m good at and I can just do that and nothing else.

Same thing with … Some of you guys know Anthony? We’re doing the same thing with Biohacking Secrets, where he’s the owner, operator. I come in and get to do my things in exchange for a percentage.

I do another project like that with Christian who is the guy on our team who ran it. He’s been running the Ignite program. He’s got an amazing survival business he’s building out and a similar concept. I’m not trying to get a lot of these businesses, because they take a lot of time and energy and effort and money, honestly.

Oh crap. There’s a cop coming. Please say he’s not coming after me. I will be late if I get pulled over right now. Cross out fingers that he passes me. I’m going to hold the phone down a little lower. I’ll talk louder so hopefully you guys can hear me. I think he’s pulling the dude over behind me. Sweet. We didn’t get caught. Oh crap, he just passed that guy. Cross your fingers that it’s not me, you guys. I’m really nervous. He’s actually pulling up right beside me, but I think he’s going to pass me. Can you guys hear him? He’s passing me right now. Can you guys hear that? Sweet. It’s not me. I’m officially safe.

All right. Now that I’m safe, we can get back on tangent. I don’t even remember where we left off. That got me nervous, because the event starts in 25 minutes. If I get pulled over right now, I’d be late. That’s a good sign. That actually happened to me one time. We were doing an event at our old office. I was on the freeway and I was already running late. I was speeding and I got pulled over, so I showed up to my own event 20 minutes late, which was really not a good thing, obviously.

I don’t know where I left off, but I think I left off somewhere. What I’m thinking about doing, I don’t know, but I think this would be cool, but I don’t know how to do it the right way. If you guys have any ideas, let me know. I watch Shark Tank a lot and that’s a cool premise, but you get to see them pitch a deal and then that’s kind of it. Then you see The Profit, which is cool, because Marcus comes in and rebuilds the whole business and that’s fun. I want to do a hybrid of that. How do we make something where it’s online thing and people can come and say, “Hey Russell. Here’s our business. We’re going to be the owners, operators and runners, but we want you to come in and do your …” The three or four things that Russell’s actually good at it, I’m going to come and do in exchange for equity. It’d be fun to do something like that where people come and get to present it to me and then we get to pick which ones we want to work with. Over the year, capture the story of that and film it and make a mini online TV show, showing that process. How many of you guys would like that? How many of you guys think that’d be pretty dang cool.

That’s what I’m kind of looking at the future. I was telling Jason O’Neil, whose one of our Inner Circle members who, either today or tomorrow, he’s going to pass a million dollars in sales, since he joined the Inner Circle. It’s super exciting. I was telling him, “Getting $25,000 from you to sign up with really, really cool, but what would be cooler is if I got 20% of everything you did. That would have been way cooler if I would have structured it that way. We didn’t.” I’m trying to find the right projects and deals where we can do that. How do we do that, but then make it in a fun way where everyone else can see behind the scenes and watch? I like to show that stuff. I think there’s value.

I’m thinking about that, so if any of you guys have an idea. Two things. First off, we need a cool name for it. Without a cool name, it’s not worth doing, right? The name is 90% of it, so if there’s a cool name, I’ll probably do it. Then, we need a cool concept, because I don’t it to be like Shark Tank. You come pitch to me. I don’t want to be mean too, I don’t want to be Marcus Lemonis. I want something cool where we figure out a cool blend of that.

We were thinking about doing something ahead of time, where people get to apply between now and the funnel hacking event and at the funnel hacking event, do a whole session where people get to present their business and show… let everyone will watch that process. I think that would be kind of fun, as well. I don’t know. Who knows if that will happen before then, but I think that would be a cool concept.

That’s some of the stuff that I’m thinking about. For you guys’ business, I wonder what you guys are all thinking about. After you get the initial foundation built, where you’ve got a good offer and traffic and customers, it really comes down to, “How do you make exciting, fun, cool things that people want to participate in? How do you change this?”

Sorry. I just hit the traffic on the freeway. Crap. I bet you we’re getting close to Brent’s wreck, actually. I bet that’s what the cop was going to. Great. I’m going to be stuck behind all these people, because of Brent. Brent’s going to make me late to this event now. That’s kind of my thoughts. I hope you guys are having fun with your business. If it’s not fun, then why are we even doing this. The harder part is initially getting the offers and the structure and the funnels and the audience. After you have the audience, it can become really fun. How do we inspire people? How do we motivate them? How do we get them excited about our product, our service and what we’re doing.

With that said, that’s about it, you guys. We’re not going to see Brent, because I’m stuck on the freeway. We’re 20 minutes out and I’m not even moving right. Cross your fingers I make it to the Inner Circle on time. If not, it’s all Brent’s fault, not mine. Just kidding. I appreciate you guys. Have an amazing day. I’ll talk to you guys all again soon. Bye.

All the cool stuff you’re going to get inside of Clickfunnels because of this month’s hack-a-thon.

On today’s episode Russell talks with a special guest, Steven Esketzis, who is here all the way from Australia for the hack-a-thon.

Here are a few fun things you’ll here in this episode:

• What kinds of things are happening with the hack-a-thon.
• And some cool things that have changed with Clickfunnels.

So listen below to find out how Steven feels about the hack-a-thon and the Clickfunnels changes.

---Transcript---

Russell Brunson: Hey everyone, this is Russell Brunson.

Steven Esketzis: And this is Steven Esketzis.

Russell: And we are here in an exciting Marketing in Your Car.

Russell: Hey everyone, so we have been in the middle of a hack-a-thon as you guys know. I’ve done some podcasts on the way home. I’m here today because one of our newest additions to Click Funnels, we flew him here from Australia and he’s been hanging out for his first hack-a-thon.

I want to get in his own words what it’s been like to be on the inside. Do you want to tell everyone what it’s been like?

Steven: Yes, it’s been pretty crazy. I flew up 32 hours to meet these guys and I don’t know what I was getting myself into but I got here in the end I think with four different airplane flights, went through five airports but I got here at midnight.

First day was awesome. We’re just smashing our work. Russell introduced me to the team. I met Dillon, Winter, Todd, Ryan – absolutely awesome team, finally get to see how Click Funnels has been so successful.

It’s been awesome to work with everyone, and we’ve been smashing it. We’ve been hustling it out till four AM every night and really putting the hard hours in. I think you guys are going to be really pumped to see what’s going to come out in the next few weeks. We got some really cool things planned.

Russell: Awesome. Talk about day two, what happened because we had a special guest come hang out with us.

Steven: Yes, that’s right. On day two, we had Mr. Neil Patell join us. I’m sure you guys are familiar with Neil with KISSmetrics and Crazy Egg, and Hello Bar, and I think there are a few other companies he’s founded with Quick Sprout and whatnot but oh gosh, I don’t know where we’re going.

Russell: We’re off-roading it.

Steven: Off-roading in a new car – only Russell would do this. Anyway, Neil came down and he shared some epic, epic takeaways with us from what he’s doing in his own companies, how we can grow our company. Yes, he’s been killing it on the content marketing side.

He just dropped absolutely golden nuggets. Hopefully you guys are going to see the awesome blog posts come and see some of the value that’s going to come onto the blog side of things as well.

Russell: Yes, it’s going to be awesome. Steven joined the team to help us with all the content stuff so we thought we should hire the man Neil Patel to come in and coach us on that so that we could do it right. It was good.

I think we were going in a good direction but he helped steer us, “This is the perfect way to do it.” It’s been fun to see what you’re able to do with this as your baby in the company now, some exciting stuff. The last five minutes before we just jumped in the car, basically Dillon got excited and wanted to launch everything he’s been working on for the last year, all in one month.

We filmed a video. You guys will probably see it on Facebook or through email or somewhere. We are basically launching pretty much everything, all the rest of the stuff in August. That means first off, there’s a brand new UI that’s amazing.

It looks like a whole new company. It’s simpler. It’s stripped out, all this kind of stuff. It’s awesome, a new homepage, the new site which I spent the whole week building which I think I’m proud of it.

Steven: Yes, it’s pretty good.

Russell: I’m not going to lie. That’s kind of cool. Then we’ve got Backpack is going live so everyone will have the affiliate program inside their accounts here in August. The dream car contest is going live so you can win the Corvette I’m driving in or whatever car you want.

Actionetics which I thought was going to be another two months before it’s coming out is now happening this month, and we got accounts yesterday. It’s nuts.

Steven: It’s crazy. People are going to be blown away.

Russell: Yes, I feel bad for every other auto responder company on planet earth literally. Yes, it’s amazing. Imagine editing emails in the Click Funnels email editor.

Steven: Oh, I’ve never seen anything like it. It’s actually like – I don’t want to swear but it is absolutely amazing. To do something so easily, I personally was telling Russell this earlier, about half an hour ago. I hate emails.

I hate making them, I hate sending them but as soon as I logged into this, it was pretty amazing. It felt like I was at home. It felt like I was finally able to just dive deep in and everything was just done for me the way I like it.

I think you can’t get much better than that. I think you guys are going to have a lot of fun creating emails, the same way that when you first jumped into Click Funnels and you started playing around with funnels, and you were just locked in there for three hours and you didn’t come out of your bedroom or you didn’t see your kids, or you didn’t see your wife and you got yelled at, you would be the same with your email editor.

It’s going to be a rollercoaster ride. I can’t wait to see it come out.

Russell: Anyway, you guys are going to love it. We just wanted to give you a quick update because the end of the hack-a-thon is here. It’s like two or three or four in the morning, dropping Steven off at the hotel and just wanted to say hey to everybody.

He has been listening to Marketing in Your Car since day one, and now he’s on officially Marketing in Your Car which is exciting. So I appreciate you guys, thanks for listening. Thank you for being here.

Steven: Thank you for listening guys and it’s been awesome, thanks Russell.

Russell: All right, we’ll talk to you guys soon.

There are two types of people in this world…

In today’s episode Russell talks about going to the NCAA Wrestling Tournament with his dad. He also talks about important lessons he learned from his dad.

Here are 3 cool things you can look forward to in this episode:

• Why you shouldn’t do box jumps at the end of leg day when you work out.
• Why you want to make sure you are the kind of person who finds solutions.
• And why being proud of your work is so important.

So listen below to hear two important lessons Russell learned from his dad and how they have helped him in his life.

---Transcript---

Good morning everybody. I hope you guys are doing amazing. My name is Russell Brunson and I want to welcome you to Marketing In Your Car. Alright guys, it’s a beautiful day, beautiful day. I’m excited. I got my haircut yesterday as some of you guys heard, which is nice. I wanted to add, I was thinking about as I was getting my haircut, and there was one other thing. I was telling you guys about my OCD with socks and stuff. I realized another reason why I hate socks. I’m going to talk about one more thing with my OCD-ness and then we’ll get back to business.

So you know when you have pants on, like Levis and shoes and socks, you have white socks underneath right. And you sit and when you’re standing your pants are the right length most of the time, but sometimes you sit and they come up and you can see your white socks. And it feels like your high watering. I hate that too. When you have sandals on and flip flops and you sit down and your pants are a little bit higher, nobody knows. You got white socks on, everybody knows. So another reason why I hate socks.

So now that we are over that, let’s get back to work. This morning was awesome. I woke up early and went out there and was doing squats and legs. Had a good leg day, and at the end of leg day I thought I’m going to do box jumps because that would be a great way to destroy my legs at the end of leg day. I learned a very valuable lesson that is important for all of you guys who do legs and that is, don’t do box jumps at the end of leg day. Because somewhere in the ten, you know I did three sets of ten box jumps, the higher ones, At was at three box jumps left and I slipped and smacked my shin in two spots on the box and I’m bleeding, and I got a goose bump the size of a golf ball on my leg. And then right above it is bleeding like crazy. So that was not fun. So another lesson to learn today.

Today I’ve actually got two important lessons that actually are useful, as opposed to the ones I gave you yesterday and today. I hope that you made it through yesterday and now you guys are prepared for some good stuff. I’m going to teach you guys two lessons that I learned from my dad that have been vital to everything in my life. I think that they are helpful for you and for your kids, and for your everybody who you work with and have a chance to serve. So I’ve been thinking about this a lot because my dad and I, next week are actually going to the NCAA wrestling tournament. So as you guys know I’m kind of obsessed with wrestling. With wrestling, we’re not on TV, we don’t get people to show up at our matches. IT’s kind of like a sport that gets very little love right. So the once a year when it’s a big deal and we’re actually on ESPN, maybe it’s ESPN 2 I don’t even know, but we’re actually on TV is the NCAA wrestling tournament. So a couple of years ago my wife and my dad surprised me. They booked me a trip out to the NCAA’s. I didn’t know, they basically said, here’s airplane tickets, you’re going somewhere. And I kind of knew, I’m like, well I know NCAA tournaments this weekend, everyone in the airport’s got cauliflower ear, kind of know what’s happening right. So I’m getting there and they were like, “When you land in Denver, open this package but don’t open it before.” So I land in Denver I open the package and there’s two tickets to the NCAA tournament, and it says meet your dad at terminal whatever, and it was just the coolest gift, I had no idea he was coming. And I went over to that terminal, and my dad was there and we went to the NCA together and had a great time. That was probably 5 or 6 years ago.

I’ve gone back once or twice since them. Deagan Smith, my man, invited me a couple of times. We, I think two NCAA’s ago, he got me front row tickets. So I flew in, got front row tickets to the finals, we watched the finals together, and I flew out, which was so cool. This year Deagan was like, “Hey you going?” and I was like, “I don’t think I’m going to go this year. I just have so much stuff happening for the live event. You know, if my dad went with me, it’d be worth it.” So I texted my dad, “Hey dad, if I get tickets to the NCAA, you in?” and he texted back “Yes.” I was like, “Cool.” That was before church a couple of weeks ago. So after church I called him like, “Hey I just wanted to make sure you’re in.” and he was like, “We better be going, I’ve been telling everybody that I’m going to the NCAA tournament.” So I’m like, “Sweet man.” So we bought tickets. It’s in Madison Square Garden this year in New York. So we got a place downtown where we’re going to be staying. We got 12th row seats, we were trying to get front row seats, but they were gone. So we got 12th row seats, which is pretty sweet. It’s going to be fun, so I’m excited and looking forward to that.

So I’ve just been thinking about my dad a lot and actually called him on, what was it, my birthday, Tuesday was my birthday. He called me on my birthday and we talked for an hour and it was super fun. So I started thinking about him and just cool stuff I learned from him. There’s two lessons that I think were really important that I wanted to share with you guys.

Lesson number one, my dad used to always tell me when we’d have our little dad conversations, you know when we’re driving or whatever. I don’t even know how it came up, but I remember him saying this multiple times and it having a really big impact on me. I remember just always hearing this thought in my head, but he used to tell me, he said “there’s two kinds of people in this world Russell. There are people who are really good at finding problems, that’s the majority of the world. The second kind of person are people that are really good at finding answers. You wanna make sure that you’re the type of person that finds answers.” And I remember hearing that and I thought it was cool, but it didn’t make sense to me then. Then I fast forward and I start this business and I start doing things and I realize that’s how the majority of the world is. They’re finding problems all the time right. They come to you here’s a problem, here’s another problem, here’s a problem and they’re just all about finding problems. It’s about as hard to find a problem as it is to find a solution.

As I started this business and I realized that people always have these problems I thought, I went back to my dad’s lesson and I l thought, You know what, there’s a lot of problems out there and I don’t want to be the dude who always finds problems. I’m going to be the guy that finds solutions. Man that’s served me my whole life. It’s served me so much in my business. You look at why we create products, we’re creating answers to people’s problems. So problems are everywhere. We just gotta figure out how to solve those problems and people will give you insane amounts of money for that. I look at my coaching program, I look at our software, I look at all the stuff we do, it’s all, we’re the second person. We’re the people that are finding solutions or finding answers.  That little nugget that he gave me probably when I was ten or eleven years old and I repeated it a few times throughout my childhood, has meant the world to me.

So that’s the first one, I’ll repeat that. There are two types of people, people who find problems and people who find solutions. Make sure you’re the type of person who finds solutions. So that was number one, which is so cool on so many different levels. So there you go.

Number two, this is a lesson that was a lot more subtle, and I guess it was a lesson at first I thought was more of a guilt trip, but man it worked. My parents were really good at giving us chores and making sure that we worked and were producers inside of our family. It wasn’t like we didn’t have work to do, which I’m grateful for, I hated it at the time, but love it now. So one Saturday, as they’re giving out the chores to everyone, for the Saturday day, my chore was to go and clean his car. So I went and I washed the outside of it, and I washed the inside of it. I’m spraying the windows, doing all that kind of stuff, and then I came in to my dad and said, “Okay dad I’m done. Do you want to come look at it?” and he looked at me and said, I can’t remember exactly, but basically he said, cause I asked him, “You want to come look at it and make sure it’s good and I can be done?” and he said, “Are you proud of it?” and I go, “Am I proud of it?” He said, “If you’re proud of it, then you’re done.” And I remember thinking, huh, am I proud of this? I was thinking in my head, I know that I cut corners, I was trying to get done so I could go goof off. He’s like, if you’re proud of it, you’re done. I remember thinking, I’m like,  “let me go check again dad. I’m going to go back and check.” So I went back again and I started looking around and I realized that I wasn’t that proud of it. I had just gone halfway and did a couple of things, so I went back in the car and I did it right. I did it in a spot where I was proud of it. I came back and I said, “Dad I’m done. Do you want to come look?” He said, “Are you proud of it?” I said, “I am.” And he said, “Okay then you’re done.” He didn’t even have to look at it, he knew if I was proud of it that I had done it. And I think that, again another lesson that served me my whole life. I look at what I do in wrestling, in business, in parenting, in all the different things that comes back to me. “Are you proud of it. Did you do a good enough job that you are proud of it, and if you did then you’re done. If not, then go back and do it til you’re proud of it.”

Anyway, just kind of a little thing that has meant the world to me. There you go, there’s two amazing lessons from my dad. He’s just an amazing guy, amazing entrepreneur, amazing father, amazing friend. Someone I look up to. I’m excited next week to spend some time with him, it’s going to be amazing. Hopefully those lessons that have meant so much to me have meant a lot to you as well. It’s something you guys can take from this podcast. Alright guys that’s it for today, I’m at the office. Got an amazing day today, and I’m excited. So I appreciate you all, thanks for listening. If you’ve enjoyed this, please share with your friends, your families, anyone you think would benefit from it. Post it on Facebook, Tweet it out. Instagram it. I don’t even know if you can Instagram it. I’m becoming an Instragramer, I don’t even know how that works. Anyway, if you’ve enjoyed this then it’s your obligation and duty to share it. I’d appreciate that.  And that’s it you guys, thanks so much for everything, have an amazing day and I’ll talk to you all soon.

Some interesting things I learned from Dan Kennedy.

In this episode Russell talks about listening to Dan Kennedy talking about wealth attraction and relates some of the ideas and some of his own.

Here are some of the super interesting things you will hear in today’s episode:

• Why money doesn’t care if you are a pastor or a pornographer. Good people don’t automatically make more money.
• Why Russell believes that you should always give away 10% of your money, whether it be to churches or charities or whatever.
• And why some things don’t make sense when you are generous with your money, but you should do it anyway because it works.

So listen below to find out why giving your money away, actually helps you make more money.

---Transcript---

Hey everybody this is Russell, welcome back to Marketing In Your Car. Hope you guys are having a great day. I’m actually backing out of Fred Meyer, just picked up some stuff for the kids. Some milk and eggs that we ran out of. While I was there, I’ve been listening to Dan Kennedy’s Wealth Building Course. Or Wealth Attraction, how to attract wealth into your life, which has been a really interesting, really interesting. I’ve been listening to Dan Kennedy stuff forever. If you look at my, some of you know on my phone, I’ve basically…As we’re moving from the old office to a new office, I’m trying to compress all my courses into….instead of having 8 billion cd’s and DVD’s, which I’ve had in the past, my brother and I are going through and shrinking everything into audio books and then I put them on my phone.

My phone right now has close to a quarter of a million dollars in marketing, sales, and personal development courses on it. If you ever want a ton of cool stuff, steal my phone. Just kidding, don’t steal my phone. So I’ve been going through all the different courses and by far the person I have the most courses from is Dan Kennedy. I think I bought everything he’s ever published ever since the beginning of time. It’s fun, I still go through his stuff and still love it.

So this is his wealth attraction course, which is different than his typical making money and marketing, direct response marketing stuff. So it’s been interesting. A couple of things, that are not new things, but the way he said them just re-sparked my brain and I wanted to share a couple of things with you.

So first one, he’s talking about, we all know this is true, the entrepreneurs out here, that a lot of people think that what causes wealth? Well if I’m smarter, or work harder, or am a better person. But those things don’t necessarily create wealth. There’s people that are, you can keep trying to become a better person, but the laws of the universe or whatever don’t give you more wealth because of that. And one thing he said that was kind of profound, he said, “Wealth does not care if you are a pastor or a pornographer.” That’s not…the pastor’s not going to make more money than the pornographer. Money does not care, money is paper. It has not soul, it’s just a thing and that’s what it is.

So we have to understand that because a lot of people try to make more money by becoming a better person. I’m not saying we shouldn’t become a better person, and you definitely should not be a pornographer. Let me step that back really quick. Just caveat that, lest you think that I’m condoning that by any stretch of the imagination. But it’s interesting if you think about that. Money is indifferent.

A lot of times we’re trying to get more money or more wealth and things like that and we’re focusing on things that do not have a direct correlation with more wealth, which is interesting. We start talking like, what are the laws of money that actually cause you to get some, get more and get a lot of it. And you think about it, it’s interesting, again if you rewind back  who knows, a couple of hundred thousand years ago, a hundred years, a thousand years, whatever it is. Money was barter. So I’ve got a chicken that lays a bunch of eggs, my buddy’s got a cow that has milk. He needs milk more than I need eggs, I’ve got a ton of eggs and visa versa so we trade. I value, because I have so many eggs, these eggs mean less to me than that milk. And because you’ve got so much milk that milk means less than these eggs.

Because of that we both look at it, and the cool thing he talked about in the course, money is not a zero sum game. One person wins and someone else gets screwed. Kind of like, I guess I don’t know, I don’t do stocks. But I think the stock market is that way, right? For someone to win, someone else has to lose. With money, the exchange doesn’t work that way. It’s both people can win on both sides of the transaction. So how do you actually make money? How do you get wealth? It’s coming down to creating something that is more valuable to somebody else than the money that they’re holding. And that’s it. That’s the laws of wealth.

How do you create something that’s more valuable to somebody else than the money they have in their pocket? If you can create something that’s more valuable then they will give you that in exchange. That’s it, that’s the magic. That is how you create money. Boom. It’s really that simple. Has nothing to do with you becoming a better person, or working harder. Nothing. It all has to do with you having something that provides more value to that person than the money that’s in your pocket and if so, they’ll trade you.

And if you can create something, that’s the power of the internet and the power of digital products and software and all these cool things, you can create it once and then sell it over and over again. That’s how you become wealthy rapidly. So I thought that was kind of interesting. I think all of us, on top of us trying to focus and become better people, it’s understanding the science behind money.

What is it that gets people to have more perceived value in that thing you’re trying to sell? How do you actually create an amazing product that is more valuable to people? How do you position it, sell it, get in front of those people who would devalue it? Because not everyone is going to value it the same way. I value a cryosauna at my house really, really high because I love it. But you probably think I’m insane. In fact, most of you are probably rolling your eyes every time I talk about it. But for me it was more valuable than the money, so it was a logical transaction for me.

So that was interesting and I think something we should all think about. Keep focusing on being good people though, because that’s really important too. The next part of the course he’s been going through, which is fascinating coming from Dan Kennedy because Dan’s very much like a direct response. You put an X here and this comes back, this is the return on your investment, blah, blah. And he’s talking this whole section about giving. He’s like, “The math makes no logical sense to the engineers and it works. All you do is give 10% away, give it away.”

Which is funny because if you look at church, it’s a tithe. 10% the Lord says that we should pay a tithe. So Kennedy is saying the same thing, give 10% of your money away. And if you do that more money will magically appear. It doesn’t make any sense, the math doesn’t make any sense. Try it for a month, you’ll never go back. Do it often, what you should do, he said that every time he goes on a trip he takes a 100 dollars and breaks it down to 10 dollar bills and over tips every single person. “I just want to give away money as often as possible, because when I do, it multiplies. I don’t know how it works, doesn’t make any sense, but it does.”

And it’s cool for those who are Christian, or I don’t know, the other religions that everyone believes, but it’s a very biblical thing. That the Lord has promised that if you pay tithing, if you give, he will open up a window. He will dump so many blessings on you that you can’t even handle it. And as I’m listening to Dan Kennedy, this guy who is very, not a spiritual person by any stretch of the imagination, but sharing these things, I think it’s the most fascinating thing in the world.

I remember studying under Matt Furey for a long time, I got a bunch of Matt Furey courses. And Matt is a lot more on the woo woo side of things, so I would expect it more from him, but one thing he said to me that had a huge impact on myself, he said, “The size of the whole that you give through, Will be equal to the size of the whole you received through.” So if you’re really stingy with your money and really stingy giving it away, and sharing and helping, your ability to receive money will shrink as well.

We just finished Christmas, but it’s Christmastime, and I think it’s a really profound thing. Not that we should be looking at this like, I need a positive ROI, I’m going to give money away for a positive ROI, but it works that way. It’s weird. It’s one of those things that you don’t have to understand it, and don’t have to do it for that reason, but if you do it, you will get those benefits. In fact, in the scriptures it even says, The Lord says, test me. Try it out, see if you don’t get back more blessings by doing this thing. And I don’t care if it’s…I pay my tithing through a very official, through my church, a very official form, and some people don’t, they just give it away and I don’t think it really matters, it’s a concept of giving.

Like I said, Matt Furey said, “The size of the whole you give from will be equal to the size of the whole you receive from.” And I think it’s interesting as I’m learning Wealth Attraction from Dan Kennedy, that he would spend probably 30 minutes just on that topic of giving money away. He started sharing tons of stories about people who gave money away who….And typically, when people give money away, it’s usually out of guilt. They see other people giving and they’re like, oh I feel like I have to give. It’s not that, it’s the opposite. You budget 10% of your money to go towards giving, and then you just give it away. It could be tipping people, paying through churches, it doesn’t really matter. Giving, that service of you sharing, that somehow magically, doesn’t make sense how it works, but it works.

And it was interesting to hear that from Dan Kennedy. So anyway, there’s some wealth building to share with you guys that are kind of cool, I thought. One being that money doesn’t care who you are and it’s all about creating things of so much value that people will trade you for their money. And understanding that that’s the law, the science, the laws of how you make money. And that becomes your focus. How do I make this better? How do I make this better? How do I get to more people? How do I get to the right people, people who actually want this thing? That’s how you make money. That’s really the core of it.

And then understanding also, that as you are making money to be sure to give because first off, it’s the right thing to do and that will help you with the whole “I want to become a better person” Thing we talked about earlier. But second off, if you’re looking for a positive ROI, there’s no other place you can get a better one that doesn’t make any logical sense. So just do it.

I had a friend, this is kind of funny, back in high school. One of my wrestling buddies. And he was a super cool guy, one of my best, closest friends through wrestling, but he was definitely not on the religious, spiritual side of things. He never went to church, he never followed any of what you may call a commandment or rule or anything. But it was interesting, one day we were cutting weight and we were just, when you’re cutting weight in wrestling, you’re losing ten, fifteen, twenty pounds a week and you’re miserable and tired. So the guy you cut weight with you just tell stories and talk a lot and it’s how you get through the pain of it.

We are sitting there cutting weight and he told me one time he said, “Yeah, I pay tithing.” And I was like, “you do not.” He’s like, “I really do. I have my dad, he takes 10% of my money and gives it to the church each week.” And I was like, “Why would you do it. You don’t believe anything.” And he’s like, “No, I believe that.” And I’m like, “What do you mean?” and he’s like, “I don’t know how it works, makes no sense, but every time I do it, I make more money. So I just do  it.” I was like, “Are you serious? You don’t even have any belief or faith. All you know is that principle works, therefore you are giving 10% of your money away and it just magically works?” and he’s like, “yeah, I don’t know how it works, it just works.”

That always stuck with me. How cool of a thing that was. So anyway, I wanted to share that with you guys. I hope that helps. I’m home, my wife just walked out and looked at me like, “Why are you sitting in the garage talking on your phone? You should be bringing the groceries in.” So I’m going to go. Appreciate you all, have a great day and I’ll talk to you guys soon.

What really happened to get SnapFunnels.com launched.

On this episode Russell talks about how he went from one Snapchat follower to over a thousand in under 24 hours. He also shares how you can make Snapchat work for your business.

Here are some fun things to listen for in today’s episode:

• How Russell was able to substantially increase his Snapchat following in a very short period of time, and how it continues to grow.
• How Russell used skills he already had in marketing to market his Snapchat account.
• And How you can use Snapchat to help your own business grow.

So listen below for the Snapchat gold Russell is handing out on this episode!

---Transcript---

Hey everyone, good morning, good morning, good morning. I’m excited to be with you here for longer than 10 seconds on a special edition of Marketing In Your Car. Hey everyone, so yes, yes. I’ve been going a little Snapchat crazy for the last little bit, and I’m excited to be on a platform where I can talk to you for a little longer than 10 seconds. Anyway, as you guys know, I got intro’d to Snapchat a little while ago, a couple of days ago, and wanted to try it out. Did the first day and thought it was really fun. I thought it was actually a really good platform for me. Especially with next week we got some crazy stuff.

Next week we’re flying out Ty Lopez is doing a webinar for us, I’m flying out and hanging out at the mansion for a day. Dude, just kind of get some people excited about that webinar, which will be cool. After that, we’re going and Marcus Lemonis is having us on The Profit, crazy, crazy, crazy. So we are going to be filming a part, I’m going to be in the episode building funnels for people. So we are going mainstream, funnels are becoming mainstream, which is cool. And a bunch of other cool things and I’m like, “How do I show that to people? I can talk about it post-production in here, Marketing In Your Car, which is fun, I can go into more details and share the cool stuff, but how do I take you behind the scenes, snap by snap. So we’re going to be snapchatting the crap out of that trip along with everything else we’re doing.

Anyway, it’s worth trying to figure out Snapchat, if nothing else, to see behind the scenes of next week, which is going to be amazing. So I think I found out if you go to snapchat.com/add/russellbrunson, I think it adds you directly, or faster or something. Alright so, this is kind of the behind the scenes. I thought Snapchat was cool, did the first snap, had one person watch it, and I was like this sucks, how do you get people? So I got to figure out a way to get people. I was like, what if I just create a page that educates them on why they should be following me and snapping and all that kind of stuff? So I create this page and it kind of goes through what to do and how to do it and all that kind of stuff, which is kind of cool. So then I started promoting that a little bit and we got a little bit of traction by people who already knew what Snapchat was and they jumped on and that was kind of cool. But then it just kind of died real fast. I was like, that was a lot of work, the juice was not worth the squeeze. Now I got 12 people watching my snaps, so that’s not any cooler.

And I was like, how do we grow this? As I’m asking myself this question, I want you guys thinking about this for your business as well, so from a podcasting standpoint, from an affiliate program, from a blog, from a Facebook, whatever it is. For me, the question in my head was how do I grow Snapchat faster? And again, I think the process I’m going to walk you guys through is the same process I would be going through if I was asking any of the other questions. How do I grow my affiliate program? How do I grow my podcast? How do I blah, blah, blah? So that’s kind of the thought right? So what I did is I started going back, and this is, and we’re jumping all over the place for the faithful followers of Marketing In Your Car, so if you jump back to the episode where I talked about an epiphany bridge. So I started thinking about what gave me my epiphany to want to actually care about Snapchat? And I was like, for me, it’s cool. A couple of days ago I met Brandon and Kaylin, they showed Snapchat, I was like this is cool and they showed me how they get 20,000 people per snap to watch this thing. I’m like, dang. They put in a year’s worth of effort, but now they get 20,000 views every time they push a button, which is nuts. I don’t know any other platform you can do that on. You can be on informercials and you can’t get 20,000 people to watch at the click of a button. They get 30 a day that 20,000 people watch, it’s pretty cool.

So that was kind of my big epiphany. Like wow, if I could build it up that’d be awesome. Then I was like, the only reason I’m getting on Snapchat, is because now I understand the benefit, I’m going to try Snapchat. So I want to see what other people are doing so I can understand how they’re doing it, how they’re engaging. I’m going to follow cool people, so I started following people. Now, it’s funny, I’ll log into Snapchat 50 times a day, refreshing to see if people I’m following posted anything. I’m annoyed when they haven’t. I’m like, crap this is a cool platform because I want to be annoyed. When I’m, this is probably more than you wanted to know, when I’m going to the bathroom I want to see a bunch of snaps from the few people I’m following. If they haven’t posted something I’m annoyed. Dude, wake up you guys. Do something funny. You need to entertain me now.

So I was like, crap, this is kind of cool. I can just keep doing stuff and people during their bathroom breaks or whenever, I don’t know when people Snapchat, they can catch up on all the weirdness that we’re doing. I was like this is a cool platform. I need to take people through the same epiphany I had. So we set up snapfunnels.com, that’s what my page was initially telling them how to follow me, but I was like, let’s step back. What if I can get Brandon and Kaylin to give everyone the same epiphany they gave me? So that was my first thought, I was like, cool. This is literally yesterday morning. So then I Vox those guys. I’m like, “Hey can I interview you for like 30 minutes talking about Snapchat?” and they’re like, “We’re about to jump on a plane, we can’t really do it, unless we do it at this time.” I’m like, “Sweet, let’s do it. We’ll do Google Hangout, We’ll jump on and talk to guys for 30 minutes about Snapchat to give everybody the same epiphany I had. So that’s step number one.

Step number two is I’m about to leave my house to come to the office and I’m like, well how am I going to get people to actually want to register to watch this training? I gotta do something different, unique and fun. So what if I Snapchat me selling Snapchat and telling about the epiphany I had with snapchat and then introducing the people that gave me that epiphany. So I’m weaving 20 different marketing things into one, I hope you guys are seeing this. So then I’m  like, what am I going to Snapchat? And I was like, with video’s, what does really well is if you’re taking someone on a journey. If you are just you in your office like, “Hi, my name is Russell, I’m in my office. Let’s talk about something.” It’s not nearly as powerful as you starting somewhere and taking somebody on a journey and a process with you. It’s kind of like you are taking them on this whole epiphany with you. So I was like, I’m about to go to the office, what if I take them on this journey? “I’m leaving my house, going to the office, talking to Brandon and Kaylin, you guys are kind of going on this journey with me, opt in and you’re going to see the same conversation I’m about to have.” So that’s what I did.

I got out Snapchat and I started Snapchatting my whole journey. Me putting my backpack on, walking out the of my house. Getting in the garage deciding do I take the Corvette or do I take the bike? The bike’s way funnier so I took the bike. Me, driving my bike while I’m Snapchatting this message.  And then I’m out of wind and it keeps cutting me off because I only get 10 seconds. So instead of trying to be all polished I played off of that, let me complain like 5 times about how short these things are. So I’m taking them on this journey to the office and then I go into the office, go to my desk, and I share what they are going to learn, and I show pictures of Kaylin with her ripped 6 pack abs to make people want to hear what she’s gotta say. So I create this whole video of like 20 or 30 ten second Snapchats, and I’m trying to make it fun and entertaining. I had my brother edit one upside down because I wanted a pattern interrupt because it was like 5 shots in a row of me riding my bike and it just got kind of boring, even though it’s ten seconds at a time. I’m like flip it upside down that way it’s a pattern interrupt so they don’t get bored during the 4 or 5 sessions of me riding on my bike.

Anyway, we made this video, honestly on my ride to the office, had my brother edit it, flip that thing around, then we posted it on Youtube. Then I made Snapfunnels.com and posted that Snapchat video of me Snapchatting talking about Snapchat with an opt-in box. Next page then, I had just a really simple process, 1, 2, 3. Number one watch the training from Brandon and Kaylin, so as soon as we did the Googe Hangout, then I put the embed code on that page. Even though Google Hangout dropped 2 or 3 times, we didn’t edit anything. Because I was like, I don’t want to; I just want to go fast and hopefully show people you don’t have to be so polished to make things cool. So we did that. Step two is like, “Hey go to this page now to follow me.” So then it takes them to a page I created the day earlier that walks them through how to find me, how to follow me, how to watch my snaps or my story or whatever. I should learn the terminology. Then step three was like, “Hey you guys should share Snapfunnels with your audience because if you could educate them on how to do this, then they’ll be more likely to follow you as well. So what I’m going to do is if you share snapfunnels.com then we will give you a share funnel link for this funnel then you can use this funnel for your marketing.”

I used a script I’ve been looking at for the last month of so that I thought was cool and I was wanting to use it. It’s called Upviral. It gives a little widget you put on your page, like share this, then you share it, you earn points and things like that. It’s pretty awesome, so we had people go and to get the share funnel link you had to share it on Facebook, Twitter and Instagram, I think or something like that. So they share it, boom, boom, boom. After they share it all three places it unlocks and emails them the share funnel link  for that funnel and now they’ve got that, which puts people into Clickfunnels if they’re not already a Clickfunnels member, which is cool. So we did that whole campaign and by lunch time it was all done. Busted it out on Clickfunnels, got it done, post on Facebook and we started watching it grow. Instantly it started growing, which is cool because I had a meeting right after that, so I wasn’t able to promote it or anything. I just posted on Facebook and people started sharing it and opting in, and sharing it and new people opt in, and it started virally growing on its own, it was crazy.

Then last night, finally before I left, I emailed the Clickfunnels list saying, “Hey, here’s the Snapchat funnel, go get it for free.” So they could go do that, and then I emailed my list just talking about the title, which is how to ethically build a cult following in Snapchat. Anyway, it’s been cool. It’s been less than 24 hours since we had the idea. We had, I don’t remember the exact numbers, over a thousand people have opted in. It’s growing, people are watching my snaps, it’s starting to grow really fast, it’s exciting.

So why did I share that with you? One is because I was kind of recapping in my head, which helps me to get it out, and realize what we did. And number two, that same process you guys could use for anything. Think back about why you started your affiliate program. Think about why you started your podcast, or started your blog. What was the epiphany you got? Create a training video giving people that epiphany and then create a funnel that gets them in the training video, which then gets them to subscribe to your blog, which then gets them blogging, because if they’re blogging they’d be more likely to read your blog. People who write blogs, read blogs. I don’t write a blog, so I don’t read a blog. I only Snapchat because now I Snapchat. So educate people on what you want them to do, or how to do that thing that you’re now doing and then in the process teach them to consume your part of it. And then throw in a viral campaign to make it go viral and see what happens.

So there you go. Oh, and also by the way, I could have named this Snapchat Cult Secrets, but I’m the funnel guy right? I talked about this 3 or 4 episodes ago. Funnels has become our thing, so I called it snapfunnels. What does it have to do with funnels? I don’t know, it’s Snapchat and there’s funnels and things like that. Anyway, it’s syncs with the branding. Anyway, I hope….that one little campaign took us three or four hours to put the whole thing together, it turned out amazing and it was all just pieces of the stuff we’ve been sharing through the podcast. So I hope you guys are picking up the gold we’re dropping, because it’s powerful strategy for anyone to build their following. So use it, abuse it. I will be using it and abusing it more. My guess, I’m hoping Dave Woodward who runs our affiliate and our business stuff, is listening to this. Dave, let’s do this for the affiliate program stuff. I have a really cool epiphany story, I haven’t launched our affiliate program, so boom, me and Dave are doing that. It’s done and done and happening. So that’s exciting. We should do it for our podcast, I mean a lot of different ways, maybe we’ll do podcast funnels, actually I’m totally doing that. It’s coming soon to a funnel near you. Appreciate you all, have an amazing day. I’m at the office, time to launch Biohacking secrets, it’s going live today. And also Funnelswag.com is going live today. So we got two cool things happening. So I’m going to go promote the crap out of both of them. So appreciate you all, have a great day and we’ll talk soon.

I think I discovered the fruit that keeps us moving forward.

On this special midnight episode Russell talks about being tired and a little burned out in his business and how he will get past it. He also talks about being able to serve and help others and how that keeps him going.

Here are some interesting things to look for in today’s episode:

• What types of things have Russell feeling tired and ready for a break.
• Why serving and helping others is so important for Russell.
• And why he continues to do what he does.

So listen below to hear how Russell, just like everyone else, sometimes feels tired and burned out.

---Transcript---

Hey everyone. This is Russell Brunson and welcome to midnight Marketing In Your Car.

Hey everyone, so I am two days into my six day event. I’ve been doing a lot of events lately. I need to stop this. I need to get back to just working hard. Literally, I’m kind of getting, not burned out, but just … I guess, stop doing events. We did a five day event for this certification in Boise and now six days. Our high end Mastermind group, our Inner Circle grew so big that we had to split it into two groups.

Then we have our $12,000 program, Ignite, and then we did an event in Boise for them as well. I kind of like bundle them all together. Monday, Tuesday, we had a Mastermind. Wednesday, Thursday, we had the Ignite event and then Friday and Saturday, we have the next Inner Circle. Kind of a crazy week, but the first two days, it’s always interesting … This is me getting vulnerable, and it’s almost one in the morning and I’m tired, so maybe I’ll listen to this later and be like, “Why in the world am I sharing all this”? You guys are getting it because you are here listening when I’m talking.

Anyway, it’s funny because I’m sure all you guys get this, at a point where you get some burn out in your business. Right now, I’m kind of feeling that a little bit. I think partially it’s just because the last twelve months since we launched Click Funnels, we’ve been running fast and trying to grow and scale, a company, which luckily has been working. That’s exciting, right? That’s a big thumbs up. Then cut off all the other businesses so we’re shutting things down.

The only business we really have besides Click Funnels right now, that’s live and active is the DotComSecrets business, which it has a bunch of employees and you know there’s things happening there as well. Our high end coaching, things like that. It seems like recently, coaching has exploded, which takes a lot more time, and seminars, and trying to speak to sell Click Funnels and this-and-that. Thing after thing after thing, it just getting a lot.

Right now, from this week, and then I have two weeks off, and then I’m going to Australia for a week, then I got three speaking gigs in a week. Then after that, I’ve got a two or three month break, which is going to be really, really nice. It’s just kind of chaotic, right? A lot traveling, a lot of time away from my family and I honestly, all I want to do is be at home in my wrestling room playing with my kids.

I’m trying to get through this backlog of commitments and then we’re going to really be restructuring things. We are trying to protect my time a lot more after the first week of November. So part of me, coming to this coaching, which is like, do I want to keep doing that? Do we just shut down DotComSecrets and focus on Click Funnels, that’s on us, where the big opportunity is.

Monday when I was driving to the Mastermind, I Voxed Liz, a lot of you guys know Liz. I said, “Hey, what would be your thoughts if I did stop doing the coaching stuff?” I was curious, and she messaged back this really great thing about the impact I had on her life and anyway, it just made me feel really good. Then we started the Mastermind and honestly, I was nervous at first because there was a lot of new faces in the group. I hope everyone gets along. I hope that everyone is providing value, and I just want to make it an amazing experience for the group. We did it day one and day two, and it’s been kind of hard because I’m also planning for the events happening the next two days.

I pull an eight hour day with the Mastermind, then I go back to the office for six or seven hours working on presentations. And then all day mastermind and I just got done spending eight more hours working on presentations for tomorrow. I was just tired, worn out, and beat up. It was amazing at the end of the Mastermind today, I had everyone go through and say, “What was your biggest ah ha”? It was awesome. Just seeing people who came in on Monday and within 48 hours, I completely transformed, not just their businesses in a lot of situations, but their lives.

We had one guy, an older gentleman, started bawling his eyes out when he was sharing his take away. Then we had someone else who it completely changed the trajectory of his life, moving forward. For me to have a chance to be part of that, to have facilitated that and to be around that is so neat. I remember I got back to the office and I had all this stuff. I was stressed out and overwhelmed at all these things and I got a Vox from this dude named Noah, in our group, and he left me the coolest Vox, thanking me for the experience and all these kind of things. I’m sitting there tired and I just want to go home. I’m worn out and he was inspired that I was putting this much effort into the event the next day.

It just made me so grateful for that. I think that it’s interesting; I get a lot of value personally, out of that. Out of the helping and the serving and seeing people’s lives and businesses affected in that way. It’s just interesting. It’s funny, after all the stress and headache, the tiredness, almost trying to figure out, should we just stop doing this? What’s the plan after a day like that? I was like, you know what? What we are doing is good. It’s worth it. It isn’t just me selling something to make money, but it’s people having life changing effects because of it which is … I think, one of the main reasons most of us get into business, especially a coaching type business.

With that said, I’m two days into a four day event. I’m sure I’ll message you guys again throughout the week telling you the ups and the downs. I’m sure there will be some of those as we make it all through it. I’m just excited. I really enjoy this. I love the chance it gives me to share, grow, and to think. To try to think bigger than I normally do. To try to inspire and bring new things. I’m just going to say, for you guys, whatever business it is you’re in, I would try to add some kind of coaching component to it just because when you do you start making connections and you start seeing … I don’t know how to explain it.

I’ve talked about it in different podcasts. When I was in high school, my senior year, they had me start coaching at wrestling camps. I remember trying to break down moves for people and learning and really starting to figure out why these things work. I could do the move but I started realizing why the move worked. When you understand that and you’re conscious of it, you can change things and you can make things better and execute things better.

I think a big part of that was for me, when we were putting this event together and we’re calling it Funnel Catcher. It was kind of walking through the content promotion strategy that we’re starting in our business. I really had … To be able to get the information, to be able to share it the next two days with everybody. We had to test a lot of things and we had to try a lot of thing. I had to learn a lot of things. I had to think through things. I had to try to figure out why does this work or why isn’t this working? How could this work, potentially on this network and that? It just made me think at a different level than I would if I was just in my business the whole time.

I am grateful for that. It’s pretty cool. What’s cool is that we have the presentations over the next two days and it’s going to be a good framework for the entrepreneurs who are at the event, to take it and to run with, but it also has forced me to build a foundation as well. Where we would go for something, we’re kind of onsey, twosey doing to here is the framework in a defined way.

Anyway, it’s pretty exciting. I don’t know if my ramblings meant anything or mattered tonight, but hopefully it did. Hopefully you guys feel that in your business sometimes, where you’re stressed, you’re overwhelmed, you’re tired and you just want to give up sometimes even, but after you do finish through and execute, you see the fruits of it and how it can affect people. That’s the recharge. That’s what gets you going again. It keeps you excited. That’s it! I am home. I have got a whopping five hours of sleep I got to get tonight before I’m on stage tomorrow and I’m on stage the whole day, so I’m going to get some sleep. I will be ready in the morning to deliver and serve.

For all of you guys who are in Ignite or Inner Circle, I’m excited to see you guys in the morning and hopefully, what I bring tomorrow will help transform you and your businesses and get you to where you want to be. I appreciate everybody for listening and we will talk to you all again very, very soon. Thanks guys.

How to shift your focus to the #1 most important aspect of your business, and how to use that to triple your sales this year.

---Transcript---

Good morning everybody. I hope you guys are all doing awesome out there. Welcome to the Marketing in your Car podcast. I’m heading to the office today. I’m excited for this week. I hope you are too. Some of you guys know if you listen to my podcast religiously, you know that over the last week, we’ve been pulling some crazy long hours. We had three nights in a row.

The first night, we were here until three and then I got three hours of sleep. The next day, we were here until four and I got three hours of sleep. The next day, we were here until 6:30 in the morning working because we flew out our head UI designer and our head programmer, and we are about to take over the world with a new software product.

Last week was a lot of development week, working on stuff, creating things, and it was really cool. Then this weekend, I started thinking, “You know what? As great as developing new stuff is, I’ve got to be focusing on selling stuff.” Obviously as a business owner, my number one job is sales. I got to get back to selling.

I was thinking a lot this weekend about Michael Masterson’s book Ready, Fire, Aim. I think I’ve mentioned this before on our podcast. If not, everyone should go get that book just because it will get your mindset right. He talks about in the book what it takes to go from zero to a million dollars, a million to ten, ten to 50 and 50 to 100 million, and the different skill sets and mindsets you need at each level.

What’s interesting is he talks about the very first, going from zero to a million, so many businesses fail because they think they need an office and computers, and I need all this stuff they need. The reality is from the very first year, the very first however long it takes to go from zero to a million bucks, the only thing you should be focusing on is sales, sales, sales. Our company does well on autopilot. Thing are happening but I look at each new venture we launch.

Every time we launch a new venture, I’ve got to look at that as a company that’s starting at zero and just sit down and look at sales, sales, sales. What do we got to do today to sell? This morning, I woke up early and put on my sales cap to figure out how we can market and sell our products. I picked the three core things we’re focusing on right now. One is our Dot Com Secrets Labs newsletter. One is Neurocell, and one is our coaching program and wrote a strategy today about what we could do to start focusing on selling.

I’m excited. We’re heading to the office today. We’re going to have a quick powwow with everyone. Then all we’re going to do is spend most of the day focusing 100% on how do we sell this stuff, writing Facebook ads and solo ads, affiliates, and just going crazy.

It was interesting, I look at a typical business day for me. I would say I probably spend five or six hours a day focusing on building new stuff and then other time, my focus of actually promoting things, maybe 30 minutes a day, maybe. If I can get the mindset shift for me and everyone in my office where we spend two or three hours a day completely focused on how do we drive more traffic to our offers, how do we sell more stuff, how would that change our business?

Within a week, we would be focusing the same amount of time we normally right now focus on in a quarter. That’s really my big focus is I’m going to try to spend two or three hours a day, me and everyone in my team that’s tied to any kind of traffic generation thing, just focusing on sales, sales, sales.

It’s fun, I think I talked to you guys before about this huge whiteboard like a scoreboard in our office. We have our big goal this year which is $10 million. We have daily goals, weekly, and monthly. We actually just hired, we’ve had accountants that have worked for us for a long time. We just hired an in-house accountant to start working in our office so every single day, when I walk in the office, she can say, “Boom, yesterday we made $15,000 or 13 or 22,” or whatever the number was.

I can see that number and we can try to figure out that day, what do we do to outsell what we did yesterday, and just focusing on beating yesterday’s sales. I’m really fired up and excited for that. Those are some of the things that are going on in my mind right now. For all you guys, whatever your business is, I want you to start focusing more on that, waking up each morning, and the number one thing should not be, “What can I create today? What’s my next project?” or whatever it might be.

The number one goal should be how do I drive more traffic, how should I sell more stuff today? I highly recommend creating some kind of scoreboard where every single day, you can see your sales so you know that when you wake up in the morning, I got to beat yesterday’s sales. It’s kind of like when you go to the gym.

I used to go to the gym all the time and just lift hard. I got strong but I got strong to a level. A couple of years ago, I had a personal trainer and he keeps track of every single lift I do, and every time I go in, he tries to increase either the reps or the weight or both, or whatever. I look at the gains that I’ve made over the last two to three years. I’m stronger now than I’ve ever been, and I keep going up. It’s because we’re tracking and measuring, and seeing those things.

I think it’s the same with sales. I’m excited to start watching that. Today is the first day of this. It will be interesting to see what happens over the next month, two months, three months. Last week, we were looking at our sales and we were averaging I think around $16,000 a day or so which is good, but I was like, “Man, what if we could get that to $20,000 and then $25,000, and then $30,000?”

I think we were doing the math. I think $30,000 a day is about $10 million a year. For me to hit my goal for this year, we got to be averaging about $30,000 a day. That’s my KPI, my key performance indicator, the number I need to be looking at every single day when I come in. What did we do yesterday? Okay, what do we have to do more of today to increase that over what we did yesterday? That’s my goal.

I’m excited. I just got to the office. I hope that you guys are as fired up as me. Sit down, look at your goals, look at your daily sales and start figuring out how you can make that bigger. I don’t care if right now, your sales are six bucks a day. That’s fine. Look at that and say, “How can I get to $10 a day? How can I get to $20 a day? How can I get to $50, $100, $1000 then $5000, $10,000?” and just start focusing on those numbers.

If we’re not focusing on it, it’s not going to grow. I promise you, it’s like going to the gym everyday and just lifting. You’ll feel good and the ladies will check you out but you’re not going to get any stronger. When you start measuring that daily and you look at that, the number just annoys you and bothers you.

You’ve got to figure out how in the world to beat it. That’s when you start seeing the big gains that you want. That’s my challenge for you guys today. That’s what I’m going to be doing today. I’m fired up. We’ll talk to you guys again soon. Thank everyone.