In today’s episode of the Marketing Secrets podcast, I dive into one of my favorite strategies: creating and leveraging noise to make your products irresistible. I know firsthand how crucial it is to capture attention in a crowded marketplace, and today I’m sharing insights to help you do just that. We explore the difference between making your own noise versus aligning with noise that already exists in your industry. Both approaches have their pros and cons, but there’s a lot of potential in strategically using trends and events to drive traffic and boost sales. I share practical ways to capitalize on seasonal and cultural events, whether it's major sports matches or the wave of New Year's resolutions. It’s about harnessing the energy already present and riding that wave to introduce your offers. These tactics may seem simple, but they can be game-changers in connecting with your audience at the right moment. Key Highlights: Understanding the importance of creating a reason for your customers to buy now. How to align with trends and existing cultural moments to drive engagement. The difference between adding bonuses versus offering discounts and why the former could be a better strategy. Real-life examples, like how I’ve utilized big events like Black Friday or Christmas for ClickFunnels promotions. Insights on over-delivering in all aspects of your marketing to build lasting trust and brand loyalty. Whether you’re planning holiday campaigns or thinking ahead to 2025, this episode will give you the clarity and motivation to make your marketing stand out. Don't miss it! And if you want to enjoy the Marketing Secrets Show ad-free, check out https://marketingsecrets.com/adfree Learn more about your ad choices. Visit megaphone.fm/adchoices

Recently, I had the pleasure of speaking with the incredible Katheryn Jones Lish, a powerhouse in the funnel-building world. Katheryn first came into the ClickFunnels ecosystem back in 2015 and has since made an impressive career out of building and designing high-converting sales funnels. We just wrapped up the "Sell Sales Funnels Challenge" at the ClickFunnels office, and in this episode, we dive into how anyone can turn funnel building into a lucrative business. Katheryn shares her journey from college student to successful entrepreneur, driven by a passion to impact both her family and the world. Katheryn's story is one of transformation and purpose. She recounts her experiences, including early struggles, learning how to market online, and how she found ClickFunnels. We also discuss the resistance she faced, such as personal challenges that tested her entrepreneurial aspirations. Despite the doubts of others, Katheryn's faith in her vision empowered her to design a life that balances family and a thriving career. Our conversation touches on the powerful concept of “enabling and providing opportunities” and how this shaped her approach to business and parenting. Key Highlights: Strategies for building a funnel agency and scaling to a full-fledged business. Finding clients who are in need and effectively communicating your value to them. How to leverage funnel hacking and design hacking to create high-converting funnels. The journey from basic funnel design to advanced optimization and agency building. Insights into balancing entrepreneurship with personal and family life. Whether you're a budding funnel builder or looking to elevate your skills, this episode is packed with insights to help you turn your passion for funnels into a profitable venture. Join us and discover the opportunities that await in the funnel-building world! And if you want to enjoy the Marketing Secrets Show ad-free, check out https://marketingsecrets.com/adfree Learn more about your ad choices. Visit megaphone.fm/adchoices

In this exciting conclusion of the five-part Atlas Shrugged interview series on the Marketing Secrets podcast, I sat down with Josh Forti for a deep, engaging, and sometimes humorous conversation that delves into entrepreneurship, leadership, and the philosophical ideas inspired by Ayn Rand’s famous book. We had been talking for over three hours, starting our session late at night and continuing into the early hours, but the energy and insights made it all worthwhile. Josh and I explored the importance of having role models and mentors, especially as you climb higher in the business world. We discussed who I look up to in business and life, from companies like Salesforce to individuals like Tony Robbins. We shared stories about the balance between ambition and faith, and the incredible impact of following a calling or purpose that feels bigger than oneself. One of the most moving parts was discussing Tony Robbins' sincerity and the profound moments I've experienced with him, both on and off stage. Here are some of the key topics we covered: Role Models in Business: Why looking up to industry giants like Salesforce and HubSpot inspires me to reach the next level. Faith and Purpose: How seeing our work as a calling changes everything and gives us the strength to persevere through challenges. Lessons from Tony Robbins: Stories about Tony’s influence, sincerity, and the life-changing energy he brings to his events. Handling Pressure: Strategies I use to cope with the immense responsibilities of leading a massive community and business. Personal Insights: From my greatest fears as a parent to how I seek spiritual guidance before major events. This episode is packed with reflections on how to navigate the complexities of leadership, stay true to your values, and remain grounded even when the weight of the world feels overwhelming. Join us for a heartfelt discussion that encourages us all to embrace our purpose and run with it. And if you want to enjoy the Marketing Secrets Show ad-free, check out https://marketingsecrets.com/adfree Learn more about your ad choices. Visit megaphone.fm/adchoices

On this episode, I take you on a journey into the world of hypnotic selling and how you can use these techniques to boost your sales and influence online. Now we’re trying something new with this content, in which we reference the powerful lessons I learned from Darren Stephens, an expert hypnotist and public speaker, alongside strategies I’ve refined over the years from studying hypnosis and its impact on sales. In the future, we may even pivot to calling this the Selling Online Podcast, but hopefully you enjoy this new format! For this episode, I wanted to deliver a unique experience, combining my eight hypnotic selling secrets with a special replay of Darren’s legendary presentation from the second Funnel Hacking LIVE event. I begin by sharing my journey of discovering how hypnosis principles can be ethically applied to marketing and sales, using subconscious persuasion to connect with and influence your audience effectively. I dive into concepts like using suggestions to bypass the conscious mind, creating vivid future outcomes through age progression, and the art of getting people into a “yes” state to improve your closing rates. Then we jump into Darren Stephen’s full presentation from FHL. If you’re curious or skeptical about how these strategies work, this episode will provide a fascinating, practical breakdown that you can implement in your own sales processes. Key Highlights: Hypnotic Suggestions: How to influence your audience’s subconscious mind through strategic language patterns. Age Progression Techniques: Creating vivid future scenarios to help prospects envision their success with your offer. Building Rapport and Authority: Insights from Darren Stephens on using truisms and universal statements for connection. The Yes State: How getting repeated affirmations from your audience primes them to say yes to your offer. Ethical Use of Hypnosis: Darren emphasizes the importance of using these tools from a place of genuine care and intent. Whether you’re a seasoned marketer or just beginning to craft your sales presentations, these hypnotic techniques could be the missing link to transform your selling strategy. Tune in and learn how to harness the power of subconscious influence to skyrocket your sales! And if you want to enjoy the Marketing Secrets Show ad-free, check out https://marketingsecrets.com/adfree Learn more about your ad choices. Visit megaphone.fm/adchoices

In this episode of the Marketing Secrets podcast, I continue my in-depth conversation with Josh Forti, exploring the ideas in Atlas Shrugged and diving into the intersection of personal beliefs, entrepreneurship, and family values. Throughout this series, we’ve tackled sensitive subjects like religion, politics, and the evolving role of family, all framed within the philosophy of Ayn Rand’s classic. In this fourth installment, Josh and I examine the driving forces behind entrepreneurship, the challenges of staying true to core values, and how these principles influence both business and personal life. Josh and I discuss how our upbringings and relationships with our parents shaped our outlooks and entrepreneurial spirits. We reflect on how pivotal those early family values were to our development, particularly the roles of our fathers as hardworking role models and our mothers as sources of unconditional support. We also talk about the significant impact of maintaining a balance between masculine and feminine energy in relationships, a concept I first explored with Tony Robbins. Key Highlights: Parental Influence: How family dynamics and values shape entrepreneurial drive and personal development. Masculine and Feminine Energy: Insights from Tony Robbins on balancing energies in relationships and their importance in family stability. Entrepreneurship and Influence: The role of communication in making complex ideas accessible and influential to a broad audience. Philosophical Conflicts: Navigating the concepts of charity and self-interest in Atlas Shrugged and reconciling these with our faith and moral values. This episode is packed with personal insights on navigating life as an entrepreneur while remaining grounded in one’s values. Join us as we reflect on the intersection of philosophy, family, and business and how they shape our path forward. Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out https://marketingsecrets.com/adfree Get 70% off on Welch Equities' retail price at wealthyconsultant.com/secrets Learn more about your ad choices. Visit megaphone.fm/adchoices

Hey everybody, welcome back to the Marketing Secrets podcast! I just finished up a fantastic session answering some top questions in the One Funnel Away Challenge, where we dove deep into core selling frameworks and the strategies to make them work effectively. It was a great chance to connect with everyone and tackle areas where people commonly get stuck, especially with the “Who, What, Why, How” script and the Epiphany Bridge. In this episode, I break down these foundational scripts and how they can evolve to suit different contexts, from short ads to high-ticket webinars. I also cover how to adjust your positioning to boost conversions, plus a look at the “Perfect Webinar” approach and how to maximize it for bigger offers. Key Highlights: Understanding the Epiphany Bridge: How this storytelling approach establishes connection and builds trust in your offers. Who, What, Why, How Script: Why this simple structure is essential for quick pitches and short-form sales. When to Level Up: Knowing when to upgrade from a VSL to the Perfect Webinar script for higher ticket items. Offer Positioning: The importance of aligning your pricing with the problem you’re solving and the potential returns. Lead Magnets that Sell: Tips on structuring your lead magnets to create anticipation and increase engagement with your VSL. Tune in to find out how to take these insights and immediately start leveling up your sales strategy! Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out https://marketingsecrets.com/adfree Get 70% off on Welch Equities' retail price at wealthyconsultant.com/secrets Learn more about your ad choices. Visit megaphone.fm/adchoices

We’re back with part 3 of my fascinating interview with Josh Forti and our special series exploring Atlas Shrugged by Ayn Rand. In this installment we unpack powerful lessons from the book that continue to shape the way I think about business, value, and success. We focus on what it means to be a “prime mover” and discuss how producers can create meaningful change without losing their identity or purpose. Josh and I explore a variety of deep topics in this episode, from the importance of fulfilling work to navigating societal expectations around success. One of the standout moments was when we discussed Myron Golden’s “four levels of value” framework, which breaks down the hierarchy of contributions—from manual labor to visionary leadership—and why each level plays a crucial role. This conversation pushed us to ask hard questions about fulfillment and whether everyone needs to be an entrepreneur to feel truly alive. Key Topics and Questions Explored: Fulfillment vs. Achievement: Can someone find deep fulfillment in roles that society views as “average” or non-entrepreneurial? The Four Levels of Value: We break down how workers, managers, communicators, and visionaries contribute to building a thriving organization. Success and Societal Criticism: How do you thrive in a world where success can often be criticized or misunderstood? Balancing Ambition and Contribution: What does it take to succeed while still giving back to your family, community, and society? The Art of Writing as a Journey: I share insights about my next book project and how it’s reshaping the way I think about storytelling. If you’re someone trying to balance growth with purpose, or you’ve ever questioned the path you’re on, this episode will resonate deeply with you. It’s packed with thought-provoking ideas, actionable insights, and a few personal stories you won’t want to miss. Tune in, and let’s explore what it really means to shrug off limits and step into your full potential! Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out https://marketingsecrets.com/adfree Get 70% off on Welch Equities' retail price at wealthyconsultant.com/secrets Learn more about your ad choices. Visit megaphone.fm/adchoices

I had the pleasure of sitting down with McCall Jones, founder of Charisma Hacking, and together we dove deep into a topic every entrepreneur struggles with: how to be your authentic self on camera. McCall has a powerful framework that makes it easier for anyone to present with confidence, without trying to mimic people like Tony Robbins or Gary Vee. If you’ve ever felt awkward or out of place while speaking or presenting or when making a video, this episode is for you. McCall shares how understanding your unique "charisma type" helps you stay true to yourself while still connecting with your audience. We also talked about how storytelling—when done right—can increase the value of what you’re offering. Whether you’re speaking on stage, on a Facebook Live, or filming ads, knowing how to tap into your charisma can make all the difference in your results. Key Highlights: Discovering Your Charisma Type: Find the style that fits you, so you no longer feel fake or uncomfortable in front of a camera. Emotionally Engaging Stories: Learn how to tell stories that spark connection and inspire action. The Power of Staying "On Center": Avoid looking inauthentic by aligning with your natural charisma type. Real-World Examples: We discuss my own struggles with pitching and how McCall's feedback helped me avoid common pitfalls. Charisma Styles Broken Down: Learn the distinctions between different charisma types like Excite, Roar, and Charm—and how to find your own. This conversation is packed with insights to help you unlock the power of authenticity and storytelling in your business. Tune in now to transform how you present and connect with your audience! Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out https://marketingsecrets.com/adfree Get 70% off on Welch Equities' retail price at wealthyconsultant.com/secrets Learn more about your ad choices. Visit megaphone.fm/adchoices

Welcome back to part two of my deep dive with Josh Forti into Atlas Shrugged by Ayn Rand. This conversation is a continuation from the first episode, where we explore some of the philosophical themes in the book and their real-world applications. If you missed part one, I recommend starting there before diving into this episode—it’ll give you the full context of our thought-provoking journey. In this episode, Josh and I discuss topics that go beyond just the book itself. We explore ideas about ambition, productivity, and personal fulfillment, as well as how these concepts influence the way we build businesses and lead our lives. It's not just about scaling companies but also understanding the motives behind why we create, strive, and continue to produce—even when it seems like we've already achieved success. Key Highlights: Greed vs. Growth: We question how ambition is often misinterpreted as greed and explore how personal growth transforms with life stages. Sedation vs. Creation: A deep dive into why so many people stop producing, and how fear or discomfort drives them toward sedation instead of action. Government and Charity: We challenge traditional views on taxes, charity, and responsibility, asking if personal giving should replace government intervention. The Producer's Mindset: We unpack why some people are naturally driven to create and keep building, even after reaching financial success. If you’re interested in how philosophical insights can shape your personal and business decisions, this episode will definitely give you some powerful takeaways. Listen in, and let’s continue pushing the boundaries of what’s possible! Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out https://marketingsecrets.com/adfree Get 70% off on Welch Equities' retail price at wealthyconsultant.com/secrets Learn more about your ad choices. Visit megaphone.fm/adchoices

Nathan Barry, the creator behind ConvertKit (now rebranded as Kit) came to visit my Inner Circle and gave a very special presentation. Nathan’s journey from a designer to building a software empire fascinated me. He originally tried to solve his frustrations with MailChimp and, in doing so, founded a business that today generates $45 million annually. In this episode, Nathan and I unpack the lessons he’s learned from building and scaling ConvertKit to rebranding it into something bigger. He offers transparent insights into the challenges of entrepreneurship, including the crucial moments when you have to either shut down or double down. Throughout the conversation, Nathan opens up about the turning points that shaped his business. From battling churn to leveraging direct sales in the early days, he shares how a relentless focus on product quality and customer experience laid the foundation for his success. He also discusses his decision to turn down a $200 million acquisition offer and the ripple effects it had on his executive team—proving that even the right decision can bring new challenges. Key Highlights: Shutting Down or Doubling Down: The pivotal question every entrepreneur faces when their business stalls. Fighting Churn: Strategies Nathan used to reduce churn, including shifting customers to annual plans. The Power of Direct Sales: Why doing things that don’t scale—like concierge migrations—helped build momentum early on. Rebranding and SEO Challenges: How transitioning to kit.com presented unique hurdles and opportunities. The Importance of Execution: Why Nathan built a habit of writing 1,000 words a day for 600 days—and how it fueled his entrepreneurial success. This episode is literally packed with valuable insights for anyone navigating the ups and downs of scaling a business. Tune in to learn practical strategies for growing your audience, retaining customers, and staying focused on what matters most. Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out https://marketingsecrets.com/adfree Get 70% off on Welch Equities' retail price at wealthyconsultant.com/secrets Learn more about your ad choices. Visit megaphone.fm/adchoices

A little while back, I had the opportunity to sit down with Josh Forti for an in-depth discussion about one of the most thought-provoking books I’ve ever read: Atlas Shrugged by Ayn Rand. This wasn’t just your typical business or marketing chat. Josh and I went deep into the themes of personal responsibility, capitalism, government overreach, and the pressures entrepreneurs face when they carry the weight of the world. If you’ve ever felt the strain of growing a business, this conversation will resonate with you. We talked about what happens when the “producers”—those who drive society—decide to walk away and let it all crumble. In this first part of a five-part series, we explore the impact of Rand’s philosophy on business and life, touching on the tension between personal ambition and societal good. We didn’t shy away from controversial subjects, discussing politics, religion, and the complex emotions that come with building something meaningful. I even share how reading this book during a pivotal moment in my life gave me new insight into balancing self-interest and contribution. Key Highlights: Government Regulations vs. Entrepreneurship: How real-world business struggles mirror those in Atlas Shrugged. Capitalism and Self-Interest: Is greed always bad, or does it serve as the starting point for growth and innovation? The Shift from Self-Focus to Impact: My personal journey from focusing on business success to embracing the ripple effect of helping others. Dealing with Pressure: How entrepreneurs manage the crushing weight of expectations, and what it means to "shrug" like Atlas. This is just the beginning of a fascinating series where we unpack big ideas and challenge some deeply held beliefs. Whether you’ve read Atlas Shrugged or not, I promise this conversation will spark new thoughts and perspectives on how to approach life and business. Tune in and join us on this journey of exploration! Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out https://marketingsecrets.com/adfree Get 70% off on Welch Equities' retail price at wealthyconsultant.com/secrets Learn more about your ad choices. Visit megaphone.fm/adchoices

I had an amazing conversation with Hala Taha, someone who has not only been instrumental in running my podcast but has also completely transformed the way I think about podcasting as a business. We dive deep into her journey from working in radio and starting her own blog to creating the hugely successful Young and Profiting Podcast and founding YAP Media. Hala taught me how to grow, monetize, and structure a podcast, changing my podcast from a fun hobby into a thriving business. If you've ever wanted to take your podcast to the next level or even start one, you’ll want to hear what Hala has to say! During our chat, we also covered how Hala is one of the few people I know successfully using LinkedIn to drive massive traffic and grow a business. By the end of our conversation, I was so impressed that I was ready to hire her and her team to run my LinkedIn strategy. Hear not only how to run and scale a podcast but also how to leverage LinkedIn to increase visibility and connect with your audience in powerful ways. Key Highlights: How to structure a podcast for growth and monetization Strategies for selling ads on podcasts and maximizing your revenue Using LinkedIn as a business tool to grow your network and drive traffic The power of consistency and audience engagement in podcasting Creative ways to recruit volunteers and build a team around your podcast Whether you're just getting started or looking to level up your podcast and LinkedIn game, this episode is packed with insights and actionable strategies! Tune in to discover how Hala has taken my podcast and LinkedIn strategy to new heights! Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out https://marketingsecrets.com/adfree Get 70% off on Welch Equities' retail price at wealthyconsultant.com/secrets Learn more about your ad choices. Visit megaphone.fm/adchoices

On this episode of the Marketing Secrets podcast, I revisit the topic of Extreme Ownership—a principle that has shaped not only my business but also how I approach every challenge that comes my way. In this return episode, I share an interaction I had with someone in our community who was struggling to get traction with her business and explain why it’s critical to take full responsibility for your own success. It’s not about placing blame or looking for others to solve your problems; it’s about owning your journey and being willing to push through the discomfort and setbacks. Throughout the episode, I break down why relying on others, whether it’s a coaching program or a mentor, to deliver success is a recipe for failure. Instead, I emphasize the need to shift the focus back to yourself and the actions you’re taking—or not taking—to move forward. I reflect on my own early struggles and share how consistently putting myself out there, whether it was on a stage or through webinars, was the only way I built the skills and confidence needed to succeed. This is the same mindset that can help anyone listening to break through the barriers holding them back. Key Highlights: Taking Extreme Ownership: How to stop relying on external sources for success and start taking 100% responsibility for your results. The Power of Repetition: Why your first attempts might suck, and that’s okay—keep iterating and refining until you get it right. Proven Business Models: Why sticking to what’s been proven to work is far more effective than trying to reinvent the wheel. Mindset Shifts for Success: Why changing how you phrase things can make or break your business journey. This episode is from a few years ago, so I may make a few dated references, but overall, the message still rings true. If you’re struggling to make progress, this episode is for you. Tune in to hear more about how owning your role and taking charge can transform your business and personal growth. Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out https://marketingsecrets.com/adfree Get 70% off on Welch Equities' retail price at wealthyconsultant.com/secrets Learn more about your ad choices. Visit megaphone.fm/adchoices

In this episode of the Marketing Secrets podcast, I had the pleasure of sitting down with Brendan Kane, a social media strategist, author, and expert in crafting viral content. Brendan has built a career helping brands and individuals achieve massive social media success. He’s the author of several books, including One Million Followers, Hook Point, and his latest work, The Guide to Going Viral. Brendan was in Boise to spend time with my team, helping us refine our social media strategy, so I took the opportunity to pick his brain and share his insights with you. During our conversation, Brendan shared his unique approach to social media strategy, which he’s used to generate over 60 billion views and 100 million followers across various platforms. We dive into the importance of choosing the right content format, understanding the contextual elements that drive engagement, and how to avoid the pitfalls that many people face when creating content for Instagram, YouTube, or other platforms. Whether you’re looking to get your first 10,000 followers or aiming for millions, the strategies Brendan shares can be applied at any level to enhance your social media presence. Key Highlights: Understanding Content Formats: Brendan explains how choosing and mastering the right format for your content is essential for consistent performance. Analyzing Performance Drivers: Learn the key factors that make some videos achieve millions of views while others get lost in the feed. Effective Use of Calls-to-Action: Discover when and how to incorporate calls-to-action within your content to increase conversions without sacrificing engagement. Adapting to Different Platforms: How to adjust your strategies for Instagram versus TikTok and YouTube for maximum impact. Maximizing Organic Reach: Tips on using paid promotion to extend the reach of your best-performing content. If you’re serious about taking your social media strategy to the next level, you won’t want to miss this deep dive with Brendan Kane. Tune in to learn how to break through the noise and build a truly engaging social media presence. Free Download - The Guide to Going Viral: https://hookpoint.com/russell Hook Point Website: https://goingviral.cc/russell Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out https://marketingsecrets.com/adfree Get 70% off on Welch Equities' retail price at wealthyconsultant.com/secrets Learn more about your ad choices. Visit megaphone.fm/adchoices

On this episode of the Marketing Secrets podcast, I dive into one of the most transformative concepts in the marketing world—Hook, Story, Offer. This is something I stumbled upon unexpectedly, and it has since become the foundational framework for all my funnels, ads, and landing pages. It’s not just a catchy phrase; it’s the answer to why businesses succeed or fail. When you break it down, if there’s an issue in your funnel, it’s always related to either the hook, the story, or the offer. After testing and refining this concept, I realized it was the key to everything and included it in all three of my major books—DotCom Secrets, Expert Secrets, and Traffic Secrets. In this episode, I share the very first presentation I gave on this concept at Funnel Hacking Live, where I explained how mastering this framework can transform your business. We cover everything from why your hooks are crucial for grabbing attention to how your story connects with your audience, and finally, how to craft an irresistible offer that drives conversions. If you understand and master these three elements, you can create funnels that not only work but thrive. Key Highlights: Understanding the Framework: Learn why every problem in your funnel can be traced back to your hook, story, or offer. Crafting Compelling Hooks: How to use hooks to capture attention and stand out in a crowded marketplace. Perfecting Your Story: Discover why storytelling is the most powerful tool to change beliefs and inspire action. Creating Irresistible Offers: Get insights into bundling products and adding value, so your offers become impossible to refuse. Whether you're struggling with low conversion rates or just looking to take your funnel to the next level, this episode is packed with actionable advice to help you diagnose and fix any issues. Tune in to learn how to become a master of the Hook, Story, Offer framework and revolutionize your marketing strategy! Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out https://marketingsecrets.com/adfree Get 70% off on Welch Equities' retail price at wealthyconsultant.com/secrets Learn more about your ad choices. Visit megaphone.fm/adchoices

On this episode of the Marketing Secrets podcast, I had the honor of interviewing someone whose work has shaped how I lead my team and build my business—Patrick Lencioni. Patrick is the author of "The Five Dysfunctions of a Team" and a pioneer in leadership and organizational health. For nearly two decades, I've been following his insights on creating functional, high-performing teams. So, when he released his new assessment tool called "The Six Types of Working Genius," I knew I had to dive in and see how it could help our community. In this conversation, we delve deep into the Working Genius framework and how it revolutionizes the way you build and manage teams. Patrick explains how understanding your team's individual strengths and weaknesses can optimize productivity, increase job satisfaction, and ultimately drive your business forward. He shares how this new assessment is different from other personality tools—like Myers-Briggs and DISC—by focusing on productivity rather than just personality, making it ideal for entrepreneurs and leaders who want to get the most out of their teams. Key Highlights: The Six Types of Working Genius: Learn about the six areas where people excel—Wonder, Invention, Discernment, Galvanizing, Enablement, and Tenacity—and how these can help you place the right people in the right roles. Team Dynamics and Productivity: Discover how to build balanced teams by identifying gaps in your team's working genius and leveraging complementary skills. Practical Application: Patrick shares real-world examples of businesses transforming their productivity by using the Working Genius model, emphasizing the power of aligning tasks with people's innate strengths. Whether you’re just starting to build your team or looking to refine how your current team works together, this episode provides actionable strategies for creating a happier, more productive work environment. Tune in and find out how to put the right people in the right seats on your company’s bus! Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out https://marketingsecrets.com/adfree Get 70% off on Welch Equities' retail price at wealthyconsultant.com/secrets Learn more about your ad choices. Visit megaphone.fm/adchoices

When was the last time you got to be a fly on the wall for a live coaching session? Ali Abdaal recently interviewed me for his podcast & YouTube channel where I dive into a powerful business coaching session for his business! In this unique and public coaching session, we explore the complexities of scaling a $5 million business to $10 million while detaching the revenue stream from the founder's direct involvement. This conversation delves deep into the balance of leveraging personal branding for growth and making your business self-sustaining by building strong value ladders and evergreen strategies. Throughout the session, Ali and I tackle the challenge of turning sporadic launches into consistent revenue streams without losing personal freedom. We explore how to take successful live launches and transition them into evergreen funnels that can continuously bring in sales. You'll hear my take on solving "math problems" (like optimizing funnels and conversion rates) versus "drama problems" (psychological barriers that prevent scaling), and why getting clarity on these distinctions can unlock exponential growth. Key Highlights: Transitioning from live cohorts to evergreen courses: Best practices to maintain high engagement and profitability. The power of a well-structured value ladder: Offering high-value courses and coaching without burnout. Scaling from $5 million to $10 million: Strategies to double revenue while reducing direct involvement. Math vs. Drama: How solving psychological barriers can accelerate business growth. Creating effective ads and webinars: Tactics for converting organic and paid traffic. Tune in to gain insights on creating a scalable business that frees up your time while continuing to grow your revenue! Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out https://marketingsecrets.com/adfree Get 70% off on Welch Equities' retail price at wealthyconsultant.com/secrets And if you're interested in joining my Inner Circle, check it out here: https://innercircleforlife.com Learn more about your ad choices. Visit megaphone.fm/adchoices

In this episode of the Marketing Secrets podcast, I had the incredible opportunity to dive into some rarely discussed entrepreneurial strategies of Napoleon Hill. Most people know Hill for his personal development principles in Think and Grow Rich, but what many don't realize is that he was also a master entrepreneur. I recently spent time immersing myself in Hill's old manuscripts, uncovering 10 specific things he did that directly relate to how we, as entrepreneurs, can build and scale our businesses. In this episode, I break down the importance of telling your origin story repeatedly, how to build a core philosophy for your business, and the crucial role of promotion and partnerships. Hill’s journey wasn’t just about success principles — he was a student of marketing and advertising and used these skills to push his message to the masses. These lessons are timeless and still apply to entrepreneurs today, helping us shape our businesses in ways that stand the test of time. Key Highlights: Telling your origin story: How Napoleon Hill used storytelling to grow his influence and why it’s crucial for entrepreneurs. Building a core framework: Learn how Hill gathered and created his success philosophy, and how you can do the same for your business. The importance of promotion: Discover how Hill mastered advertising to spread his message, and why marketing is just as important as your product. Partnerships and legacy: Insights into Hill’s partnership with W. Clement Stone and how to set up a legacy for your business to last beyond your lifetime. Tune in to discover how to apply these principles to your entrepreneurial journey! Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out http://marketingsecrets.com/adfree Get 70% off on Welch Equities' retail price at wealthyconsultant.com/secrets Learn more about your ad choices. Visit megaphone.fm/adchoices

In this episode of the Marketing Secrets podcast, I share with you another segment from the Selling Online Event, where I had the pleasure of interacting with a range of entrepreneurs at different stages of their business journeys. From building mentorship programs to selling books to libraries, this episode is packed with advice on scaling, making strategic decisions, and optimizing business models. Each question brought forward a unique challenge, and I shared my thoughts on how to approach these situations, offering actionable solutions that apply across various industries. One of the central themes was the importance of creating value through partnerships, whether collaborating with industry leaders or using your platform to attract key players. We discussed effective collaboration models, licensing content, and scaling through community access. Another highlight was how to refine sales funnels, particularly for B2B and high-ticket offerings, where it’s essential to shorten the buying cycle by getting all decision-makers on board for presentations. Key Highlights: Structuring Collaborations: Insights on profit-sharing structures and collaboration models for scaling quickly. Selling to Libraries: Strategies for transitioning from one-on-one sales to one-to-many models. Physical and Digital Product Continuity Models: How to introduce subscription models in seasonal businesses to maintain continuity. This episode is loaded with strategies for growing and optimizing various business models, making it essential for anyone looking to take their business to the next level. Tune in for some actionable takeaways you can start using immediately! Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out http://marketingsecrets.com/adfree Get 70% off on Welch Equities' retail price at wealthyconsultant.com/secrets Learn more about your ad choices. Visit megaphone.fm/adchoices

At this year’s Funnel Hacking LIVE, I took the stage at the very beginning and took the chance to reflect on some pivotal moments from our journey as FunnelHackers over the last 10 years. This year marks the 10th anniversary of ClickFunnels, and I opened the event with a special presentation, giving what a "ClickFunnels State of the Union." Throughout the episode, I touch on key lessons from my entrepreneurial path, including a personal revelation from a quote by Napoleon Hill that transformed my approach to success. I also reminisce about one of the most important moments that shaped my business—an event from 20 years ago that altered my perspective on what’s possible in the world of entrepreneurship. During this episode, I break down how these pivotal experiences can help you define your own path, focusing on a specific quote from Napoleon Hill that emphasizes the power of "definiteness of purpose." Along with this, I share insights on how radical imbalance and burning desire play critical roles in achieving your goals. Key Highlights: Reflections on ClickFunnels’ 10-year journey and the growth of the Funnel Hacking community. The untold part of a famous Napoleon Hill quote and its life-changing impact on my entrepreneurial mindset. The importance of radical imbalance in achieving success, and how to find your “definite purpose.” Behind-the-scenes stories from Funnel Hacking Live, including personal milestones and business updates with Todd Dickerson. This episode is filled with motivational takeaways, actionable advice, and a behind-the-scenes look at the strategies that have driven ClickFunnels' success. Tune in and discover how you can apply these lessons to your own journey! Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out http://marketingsecrets.com/adfree Get 70% off on Welch Equities' retail price at wealthyconsultant.com/secrets Learn more about your ad choices. Visit megaphone.fm/adchoices

A few years back, I made an episode of Marketing Secrets about becoming a "RainMaker"—someone who brings in leads and drives revenue within a company, ensuring unlimited earning potential. I originally shot this for a friend, but this principle is far too easily forgotten so I wanted to return to it with you. So whether you’re an entrepreneur or technician, this concept is critical for anyone trying to increase their earning potential. I explore the three main roles in any business: the entrepreneur, the technician, and the rainmaker. While technicians are vital for a business's operations, they often have income ceilings, unlike rainmakers, who possess the ability to bring in new customers and generate money. Becoming a rainmaker means you're indispensable, and there are no limits to your income because you're directly responsible for the company's growth. I also dive into the mindset shifts required to make this transformation, whether you're a videographer, doctor, or anything in between. Key highlights: Entrepreneur vs. Technician: Why technicians often have income caps, while entrepreneurs and rain makers have limitless potential. The Role of the Rainmaker: How to shift your focus from perfecting your craft to making money. Becoming Invaluable: Strategies for positioning yourself as a rainmaker within an organization. Immersion & Learning: Why deep learning and surrounding yourself with the right knowledge are key to mastering this skill. Discover how you can take control of your financial future by mastering the art of making it rain in your business or career by tuning in! Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out http://marketingsecrets.com/adfree Learn more about your ad choices. Visit megaphone.fm/adchoices

Funnel Hacking LIVE just ended where I spoke multiple times, but I wanted to get my Keynote presentation out to you, titled "FunnelHacker Evolution." This keynote is one of my favorite moments of the event because it gives me a chance to reflect on the journey we've all been on together as FunnelHackers. Over the past decade, we've seen so much growth, both personally and professionally, and I want to do a review of where we've been, where we're going, and how to keep evolving as entrepreneurs in today's marketing landscape. Throughout the presentation, I share some insights into the power of entrepreneurship - how I believe that entrepreneurs, not politicians or big institutions, are the ones who truly change the world. I also discuss the concept of resistance—how it shows up in our lives every day and how overcoming it is key to fulfilling our higher calling. Lastly, I walk the audience through finding their "ikigai," the Japanese term for your reason for being, and how to use that clarity to drive your business forward. Key highlights include: Entrepreneurs On The Hero’s Journey: Why the world needs us to step up and lead through innovation and creation. Overcoming Resistance: How to recognize and defeat resistance, the force that stops you from fulfilling your dreams. Finding Your Ikigai: Understanding the intersection of what you love, what you’re good at, what the world needs, and what you can be paid for. This episode is all about mindset, strategy, and purpose as an entrepreneur and as a #funnelhacker. And if you have any FOMO, here’s a quick taste of everything that was revealed! Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out http://marketingsecrets.com/adfree Learn more about your ad choices. Visit megaphone.fm/adchoices

In this episode of the Marketing Secrets podcast, I share a dynamic Q&A session in the One Funnel Away program where I answer some thought-provoking questions from our community. These are the questions that entrepreneurs, marketers, and funnel builders are grappling with, and it’s always a blast to dive deep into strategies that can take your business to the next level. Listen as we discuss high-ticket funnels and the critical role that messaging plays in their success. I share insights on how to streamline your funnel processes, particularly when it comes to integrating external tools, and why focusing on the messaging can often be more impactful than complex automations. We also explored the importance of consistency in lead generation and how to manage ad spending effectively for high-ticket items. I offered advice on how to scale your funnel without overwhelming your sales team and the importance of refining your approach to cold and warm leads. Key Highlights: High-Ticket Funnels: Tips on optimizing messaging over automation to drive conversions. Lead Generation Consistency: Strategies for maintaining a steady flow of qualified leads. Ad Spend Management: How to effectively scale ad spend without risking your ROI. Funnel Optimization: Why simplicity can often outperform complexity in funnel design. Whether you're refining an existing funnel or building one from scratch, this episode is packed with actionable advice to help you optimize your strategy and boost your sales. Tune in and let's take your funnel game to the next level! And get inside our next Q&A session for FREE by setting-up your ClickFunnels account today! Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out http://marketingsecrets.com/adfree Learn more about your ad choices. Visit megaphone.fm/adchoices

Every year at Funnel Hacking LIVE I present a unique Keynote presentation, which is then put on the podcast and on social media. So as we gear up for FHL Online this week, I wanted to share something special: my keynote presentation from last year's Funnel Hacking LIVE. This session is close to my heart, not just because of the content, but because it marks a significant moment in my personal journey of growth and discovery. During this keynote, I dive deep into the concept of "The Calling vs The Resistance," exploring how we all face internal battles that either propel us toward our goals or hold us back. I share my experiences and insights from treasure hunting for personal development wisdom, uncovering the powerful philosophies that have shaped my approach to success. So whether it's understanding the New Thought Movement or embracing the importance of having a definite purpose, this episode is packed with actionable strategies to help you overcome your own resistance and stay driven on your entrepreneurial journey. Key Highlights: The Calling vs The Resistance: Learn how to recognize and respond to your calling while overcoming the resistance that tries to hold you back. Treasure Hunting for Success: Discover the treasures I’ve unearthed from the pioneers of personal development and how their wisdom can transform your mindset. Your Definite Purpose: Understand the importance of having a clear, specific goal to drive your actions and keep you focused on your path to success. Tune in to get a preview of what’s in store at Funnel Hacking LIVE this year and how you can apply these powerful concepts to elevate your business and life. Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out http://marketingsecrets.com/adfree Learn more about your ad choices. Visit megaphone.fm/adchoices

Our first time running our 3-Day Selling Online event gave us 4+ hours of rapid-fire question and answers, and while I want to reserve the full Q&A for those who purchased access, this set of questions are EXTREMELY relevant to a lot of the questions I get from people in our niche. So let’s dive back into the Selling Online Q&A session where we tackled 20 more pressing questions from our engaged community of entrepreneurs, content creators, and business enthusiasts. This time, we covered an incredible range of topics in just over an hour, ensuring you walk away with actionable strategies that you can implement immediately. During this session, we explore fresh, cutting-edge ideas, including:  Protecting your intellectual property in the digital age  Combining live and automated webinars without cannibalizing sales  Strategies for driving traffic and increasing conversions in online communities  The perfect formula for creating high-impact offers  Scaling businesses through franchising and licensing models  Balancing family life with entrepreneurial success  And so much more, all packed into a very concise, value-driven experience! Join me, along with facilitator Chris Cameron, as we navigate this array of questions and deliver insights that could transform your approach to online selling. Whether you’re looking to refine your current strategies or gain a fresh perspective, this episode is a goldmine of information you won’t want to miss. And with all of these quick shot questions and answers, keep your ears open for the ONE idea that could dramatically shift everything in your business and put your full focus there. Hopefully these answers are beneficial for you! And if you’re eager to continue your journey to success, be sure to secure your spot at our next event on SellingOnline.com — where we’ll continue to push the boundaries of what’s possible in the digital marketplace. Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out http://marketingsecrets.com/adfree Learn more about your ad choices. Visit megaphone.fm/adchoices

As I prepare for Funnel Hacking LIVE Online 2024, our 9 and 1/2 version of our annual event, I’m looking back at previous Funnel Hacking LIVE events and I remembered this long forgotten gem. In this presentation from 2020, right before the pandemic, I delved into the essential frameworks that guide you from dreaming big to becoming the leader your tribe is waiting for. This episode is packed with insights designed to help you not just build successful funnels, but also discover and refine your unique voice in the process. Listen as we explore the crucial frameworks that every entrepreneur needs to master to find their voice, teach effectively, and ultimately sell their frameworks with confidence. Whether you're struggling to find your passion, unsure of how to structure your teaching, or looking for a proven way to create and sell your frameworks, this episode has it all. Key Highlights: Finding Your Voice: Understanding the evolution from a dreamer to a leader and how to harness your unique voice. Teaching Frameworks: A step-by-step guide on how to effectively teach your frameworks to others. Selling Frameworks: Strategies to confidently sell your frameworks, ensuring they resonate with your audience. Creating Your Frameworks: How to develop your passion and define your own frameworks into actionable steps that can lead to success. Tune in to gain the tools and insights you need to elevate your business, connect with your audience, and become the expert your community is looking for! Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out http://marketingsecrets.com/adfree Learn more about your ad choices. Visit megaphone.fm/adchoices

In our first Selling Online Event, I tackled an intense rapid-fire Q&A session, answering over 80 unique questions from audience members in under 5 hours. This was hours of non-stop insights, light-bulb moments and epiphanies, with an average of 3.5 minutes per question! While attendees who wanted to “Ask Russell A Question” were required to pay a premium on top of their ticket price, I'm giving you a sneak peek into the event that I believe will set the standard in the industry for years to come - SellingOnline.com. At the start of this session, I dive into the key takeaways from rooms where I’ve spent a high price-point to hear the opinion of my mentors, so that hopefully you as the audience can walk away with actionable insights you can apply immediately. These segment of just 24 rapid-fire questions cover a wide range of topics, including: - Launching communities - Choosing the right webinar platforms - Mastering persuasion techniques - Perfecting offer positioning - Crafting non-profit strategies - Getting started on your personal goals - And far more topics packed into this single 1-hour snippet! It's rare to get my perspective on such a diverse array of questions, and I hope that the lessons you'll learn might just be the spark you've been waiting to hear. So join myself and facilitator Chris Cameron as we jump in and answer the top questions on my audience’s minds! And if you're ready to elevate your selling game, don’t miss out—join us at the next event on https://SellingOnline.com! Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out http://marketingsecrets.com/adfree Learn more about your ad choices. Visit megaphone.fm/adchoices

How do you make the work you do last forever? This episode you'll learn how to turn the products that you sell into something that will continue to sell throughout time (even after you're gone). Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out http://marketingsecrets.com/adfree Learn more about your ad choices. Visit megaphone.fm/adchoices

Recently, I had the chance to dive into another Q&A session with some of those on their journey through the One Funnel Away Challenge. These sessions are always a blast because I get to connect directly with #funnelhackers and address the real questions and challenges facing the community as they build and scale online businesses. In this episode, we covered a range of topics that are crucial for anyone looking to level up their marketing strategies and funnel-building techniques. Whether you're trying to figure out how to deal with limited time, struggling with funnel design, or just looking for ways to enhance your overall marketing approach, we touched on it all. Key Highlights: Time Management: Quick strategies to balance building your funnel with other responsibilities. Funnel Design: Tips on creating high-converting funnels, even if you're not a designer. Marketing Strategies: How to align your content with your audience's needs and preferences. Overcoming Obstacles: Practical advice for pushing through the common challenges of funnel-building. Tune in to this episode to get answers to your burning questions and gain insights that can help you take your funnel and business to the next level! Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out http://marketingsecrets.com/adfree Learn more about your ad choices. Visit megaphone.fm/adchoices

I wasn’t sure if I wanted to share this one. In this episode, I take the hot seat in an impromptu interview led by my good friend Annie Grace during a late-night session at our recent Inner Circle meeting. Annie, who is renowned for her work with This Naked Mind, proposed an intriguing idea to uncover the secrets behind my productivity and how I manage to accomplish so much. After some contemplation, we decided to go ahead with this interview, and the result was an insightful and engaging conversation that I believe many entrepreneurs will find valuable. During the session, Annie asked a series of compelling questions that dug deep into my daily routines, my mindset, and the strategies I use to get things done. We discussed how I handle numerous projects at once, each with the potential to generate significant revenue, and how I maintain my energy and enthusiasm amidst a packed schedule. The feedback from those in the room was overwhelmingly positive, with many entrepreneurs resonating with the insights shared and finding reassurance in the challenges they face. Key Highlights: Energy and Enthusiasm: Discover how maintaining a high level of energy and enthusiasm can transform your productivity. Balancing Fun and Work: Understand the importance of intertwining enjoyable tasks with less exciting ones to maintain momentum. Handling Multiple Projects: Hear how I manage numerous high-revenue projects without burning out. Vibration and Influence: Find out how your energy levels can influence and elevate the productivity of your entire team. This episode is heavily-packed with actionable insights and real-life examples that I hope empowers people like me who want to get a lot done but who may have a hard time getting their team to follow their lead. After decades of leading, I can’t write a book on leading and productivity, but hopefully this provides a better understanding of the dynamics of working with or as a high-performing entrepreneur. Tune in and let me know if you want more like this! Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out http://marketingsecrets.com/adfree Learn more about your ad choices. Visit megaphone.fm/adchoices

Let’s dive into a preview of what you can expect from this year’s Funnel Hacking LIVE event with Kristine Mirelle, Tim Shields, and Ruth Soukup. Each of these experts brings a unique perspective on driving traffic, creating engaging content, and mastering course creation. You don't want to miss their insights, especially if you're looking to take your marketing strategies to the next level. Kristine Mirelle, known for her hilarious ads, shares her journey from being a musician living in a garage to becoming a successful marketer without an internet connection. Her simple, low-budget, yet highly effective ads have driven significant traffic and lowered ad costs. Kristine will reveal her secrets to creating viral, humorous content that not only grabs attention but also dramatically reduces advertising expenses. Tim Shields, who skyrocketed from 50,000 to 2 million Instagram followers in just six months, will discuss his Instagram formula. He'll explain the strategies he used to surpass accounts with much larger followings, including my own! Tim's session is a must-attend for anyone looking to grow their social media presence quickly and effectively. Ruth Soukup, a long-time community member and author, will delve into planting your flag with course creation. Whether you're new to growing online or looking to enhance your existing business, Ruth's expertise will provide you with actionable steps to develop and market the courses your future customers are asking for today! Key Highlights: Hilarious Ads: Kristine Mirelle shares how simple, funny videos & ads can drive massive traffic and reduce ad costs. Instagram Growth: Tim Shields' key question that helped him grow from 50,000 to 2 million followers in six months. Course Creation: Ruth Soukup's insights on developing and marketing successful courses. Tune in to get a taste of what’s to come at Funnel Hacking LIVE and gain valuable tips you can implement right away. And remember, you can now get your ticket for Funnel Hacking LIVE with $0 down and decide if it's worth it after attending. Don't miss out on this opportunity! Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out http://marketingsecrets.com/adfree Learn more about your ad choices. Visit megaphone.fm/adchoices

In my last Inner Circle, one of the last strategies I shared was on a topic that, surprisingly, still drives more than 50% of the traffic to ClickFunnels – Affiliate Marketing. Despite the buzz around Facebook, Google, Instagram, TikTok and YouTube ads, affiliate marketing remains a powerful and often overlooked strategy. I shared my insights and strategies on how to build a successful affiliate program, drawing from my personal experience and the journey of launching ClickFunnels. In the early days, traffic generation was primarily through joint ventures and affiliate partnerships. This episode highlights how a properly managed affiliate strategy can significantly reduce the risks and costs associated with paid advertising. Plus, instead of paying upfront for ads, affiliate marketing allows you to pay only when a sale is made, making it a stress-free and efficient way to grow your business. Key Highlights: Two-Tier Affiliate Programs: Understand the benefits of offering a two-tier affiliate program to incentivize and expand your affiliate network. Partner With Anthony Model: Get insights into Anthony Morrison’s successful affiliate model that leverages low-cost training programs to drive high affiliate conversions. Dream 100 Strategy: Discover the Dream 100 approach we used to launch ClickFunnels and generate massive awareness. Building an Affiliate Program: Learn how to structure your affiliate program to attract and retain top affiliates. Integration Marketing: How to get your best affiliates promoting you on autopilot so sales keep coming. If you're looking to scale your business and cut down on advertising costs, this episode is packed with actionable advice to help you harness the power of affiliate marketing. Listen and learn how to leverage affiliate partnerships to drive traffic and sales effectively! Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out http://marketingsecrets.com/adfree Learn more about your ad choices. Visit megaphone.fm/adchoices

I am thrilled to present the third preview for this year’s Virtual Funnel Hacking LIVE. This episode is all about transformative moments and the power of change, both in business and personal development. FHL (Funnel Hacking LIVE) is not just a marketing event; it's an experience that can truly change your life. People often tell me they come for the marketing advice but leave with their entire life transformed. This year, for the first time, we are hosting Funnel Hacking LIVE virtually, and to celebrate, we're offering a special deal: attend the event, and if you love it, then we’ll bill you. If not, you pay nothing! In this episode, I introduce three phenomenal speakers who will ignite your passion and inspire significant changes in your life. First up is Annie Grace, who shares her incredible journey from attending Funnel Hacking LIVE to transforming her life and business. Annie helps people overcome alcohol addiction through psychological insights and understanding the subconscious mind. She’ll delve into the transformation she experienced and how she uses her knowledge to help others achieve similar breakthroughs. Next, we have Anthony Trucks, one of the most impactful speakers at FHL, back by popular demand! Anthony will guide you through the process of an identity shift, essential for anyone struggling to achieve their goals. He emphasizes that success is often hindered by an identity problem, and he will teach you how to transition to the identity you need to break through and succeed. Lastly, Garrett J. White, a staple at every FHL, will share something very different - his powerful strategies on strategic seduction, focusing on client engagement before making any sales. I saw him present this strategy to his Warriors and I knew this was one of the missing pieces most businesses need and will help change your business forever! Key Highlights: Annie Grace: Discusses her innovative approach to overcoming alcohol addiction and the transformation Funnel Hacking LIVE brought to her life. Anthony Trucks: Explains the concept of identity shift and its importance in achieving success no matter your background.. Garrett J. White: Shares the strategic seduction techniques to improve client engagement and conversion rates. Tune in to this episode for a preview of the incredible insights and strategies you’ll gain at Funnel Hacking LIVE. Whether you're looking to revolutionize your marketing or transform your personal life, this episode is packed with valuable advice to help you achieve your goals. Don’t miss out on this opportunity to join us for an unforgettable event by going to funnelhackinglive.com now! Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out http://marketingsecrets.com/adfree Learn more about your ad choices. Visit megaphone.fm/adchoices

Russell jumped on a live Q&A with ClickFunnels members to tackle some of the most pressing questions entrepreneurs face as they prepare to launch their offers, their funnels and their traffic generation strategies. The call is a free bonus to any active ClickFunnels member, as is the full One Funnel Away Challenge! In this session, Russell kicks things off by discussing the power of priming and meditation with Tony Robbins. He tells a story about the power of his experiences in meditation with Tony Robbins and explains why these practices are essential for entrepreneurs, helping to set the stage for success and maintain focus amidst the chaos of running a business. Then he dives deeply into the questions from entrepreneurs, including… Monetizing Your Audience: How to leverage your audience by creating Dramatic Demonstrations to sell, while also respecting and engaging your audience. Avoiding Over-Overdelivery: Understand the balance of over delivering and how to avoid creating overwhelm in your training, offers and more. Expert Insights: Hear how Bari Baumbardner, Blue Melnick, and Stacy & Paul Martino all structure to ensure simplicity and craft effective experiences & offers. Traffic Strategies: Explore proven methods for driving traffic profitably through webinars, challenges, and more. Optimizing Campaigns: Gain tips on optimizing your sales conversions by utilizing both manual and automated tools for better campaign results. Compelling Headlines and Demonstrations: Learn how to craft attention-grabbing headlines and the importance of consistent, dramatic demonstrations. Launching with Ads: Get advice on the optimal timing and strategies for launching ad campaigns safely & commanding attention. Tune in to this episode for a wealth of information that will help you refine your funnel strategies and achieve greater success in your business! Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out http://marketingsecrets.com/adfree Learn more about your ad choices. Visit megaphone.fm/adchoices

Almost half the speakers at this year’s Funnel Hacking LIVE are talking about e-commerce, and there’s a reason why! First, we’ve made some incredible advancements in ClickFunnels' e-commerce engine with the groundbreaking partnership with Zendrop. This partnership allows ClickFunnels users to seamlessly add over a million products to their stores or funnels, revolutionizing the way we approach ecommerce and dropshipping. To highlight the focus on e-commerce at this year’s Funnel Hacking LIVE, I inquired from two remarkable speakers for this year’s first-time virtual event, Trey Lewellen and Alison Prince. Trey Lewellen, one of the top e-commerce sellers on the ClickFunnels platform and a co-trainer in the One Funnel Away Challenge, joins me to share his journey and strategies. Trey, who has been with ClickFunnels since the beginning, recounts how he went from struggling to sell a hundred flashlights to generating (truly) unbelievable sales in just a few months (you have to hear the number to believe it - trust me). His story is proof to the power of the spirit of being a #funnelhacker and the power of using ClickFunnels. Trey also gives a sneak peek into his FHL presentation, where he will delve deeper into the tactics and secrets behind his e-commerce success. Then I’ll bring on Alison Prince to share her phenomenal repeatable successes in the world of physical products. Having generated over eight figures in sales on repeat, Alison's expertise in creating and selling simple, yet highly profitable products is unparalleled. She provides a glimpse into her methods and the unique challenges she has developed to help others succeed in e-commerce. Both Trey and Alison will be delivering powerful sessions at Funnel Hacking LIVE, offering invaluable knowledge for anyone looking to scale their e-commerce business. Key Highlights: ClickFunnels Integration with ZenDrop: Discover the latest updates and how to leverage almost unlimited ecommerce products with this dropshipping partnership. Trey Lewellen’s Success Story: Hear how Trey went from zero to $30 million in sales with a single product and more lessons from each launch thereafter. Alison Prince’s Expertise: Gain insights from Alison’s journey to over nine figures in physical product sales and her journey with Funnel Hacking LIVE. FHL Preview: Get a taste of what’s to come at this year’s Funnel Hacking Live, focusing on both e-commerce and info products. Tune in to this episode for a wealth of information and inspiration to take your e-commerce business to the next level! Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out http://marketingsecrets.com/adfree Learn more about your ad choices. Visit megaphone.fm/adchoices

A few weeks ago, I had the unique opportunity to speak at Pace Morby's event. Now, I rarely speak at events outside of Funnel Hacking LIVE, but for Pace I made an exception. His community of real estate investors is remarkable, and I was excited to share insights on how they could turn their knowledge into thriving businesses. This presentation was especially thrilling because many attendees weren’t our normal crowd. Most were unfamiliar with online marketing and info products, which allowed me to open up a whole new world of possibilities. During the presentation, I delved into some foundational concepts that have been pivotal in my journey. From Myron Golden’s four levels of value and my three levels of selling, to providing a framework that the attendees could apply immediately. It was a dynamic session where I not only shared the full blueprint, but also showcased how simple ideas can transform into profitable ventures. One of my favorite highlights was discussing the power of selling information products—a business model that I firmly believe is unparalleled in its potential to change lives. Key Highlights: Myron Gold’s Four Levels of Value: Understanding the different levels and how to operate at the highest level. My Three Levels of Selling: Techniques to effectively market and sell your products. Creating Information Products: Insights into turning your knowledge and expertise into a sustainable business. Interactive Q&A: Engaging with the audience and addressing their specific challenges and queries. This episode is packed with actionable advice and real-world examples, making it a must-listen for anyone interested in leveraging their expertise to build a successful business. Tune in and discover how you can turn your ideas into income! Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out http://marketingsecrets.com/adfree Learn more about your ad choices. Visit megaphone.fm/adchoices

The people who are changing the world today have something in common, and I wanted to put them all in one room for you! But first, we have a couple of changes coming to the biggest event of the year! Funnel Hacking LIVE in September just shifted to a whole new model so you can literally experience the entire 4-day experience that has changed more lives than we could possibly count for Free! Join the experience that’s shifted thousands of businesses and defined the shifts happening in the marketing world! See how at https://www.funnelhackinglive.com today! And to prepare, 2 of the speakers who are going to be there are announced on this podcast, and they’re both unified in building their business on ONE key principle: Community. Pace Morby literally outsold every Tony Robbins & Dean Graziosi affiliate combined using a short live to his community that was less than 2-hours. His community is ragingly hot, and there’s a way to make it catch fire and in this episode, he shares more than I thought he would (it’s gold)! And you’ll also hear from Richmond Dinh who’s grown a massive following and broken through glass ceilings the last few years by correctly implementing a simple ‘small community’ strategy to grow your business, especially if you’re just getting started! You may have heard in a previous episode, but if you missed it, we’ve got a refresher (that literally made me an extra 200k). These are the people I’m learning from TODAY who are riding a wave that’s changing the game. As you listen, take note that this is barely a taste of what’s at Funnel Hacking LIVE in September, which you can watch from home and experience for free when you grab your spot at http://www.funnelhackinglive.com. Your future community will thank you! Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out http://marketingsecrets.com/adfree Learn more about your ad choices. Visit megaphone.fm/adchoices

Codie Sanchez, a powerhouse influencer and expert in the world of business acquisition & growth for the everyday entrepreneur. Codie went from her unique background in traditional finance roles to becoming a prominent online figure who teaches people how to buy businesses like laundromats. In this episode of the Marketing Secrets podcast, we dive deep into her journey, exploring how she is dominating Instagram and YouTube with her innovative marketing strategies. We delve into the intricacies of her business model, discussing how Codie leverages her expertise to educate others on buying and managing small businesses. She shares her transition from a corporate environment to the entrepreneurial world, offering valuable insights into the mindset and tactics required to thrive in both arenas. This episode is packed with actionable advice, whether you're interested in acquiring businesses or scaling your online presence. Key Highlights: Transitioning from corporate finance to entrepreneurship: Codie’s journey and challenges. Leveraging social media: Strategies Codie used to grow her presence on Instagram and YouTube. The power of newsletters: How Codie started and scaled her newsletter to build a loyal audience. Applying marketing principles to investment products: Codie’s innovative approach to pitching pensions using the Perfect Webinar formula. Building a multi-channel marketing strategy: Insights into Codie's methods for growing her email newsletter and engaging her audience across platforms. Hear Codie Sanchez’s remarkable experience and discover how you can apply these strategies to elevate your own business endeavors! Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out http://marketingsecrets.com/adfree Learn more about your ad choices. Visit megaphone.fm/adchoices

In this episode of the Marketing Secrets podcast, I had the pleasure of joining Dante Torelli for another invigorating Q&A session with our One Funnel Away challengers. It's always energizing to get back and connect with our community of funnelhackers, especially after being away for a bit! Dante and I kicked things off by welcoming new members and celebrating everyone's quick wins - because as we always say, small hinges swing big doors. Throughout the session, we tackled various questions from our dedicated community members. These questions ranged from the technical aspects to the creative challenges that I love to play around with! Each question is an active testament to the hard work and determination inside our community, and it was exciting to see their progress and passion. As you’ll listen, you’ll get special access to hear: Quick Wins Celebration: Emphasizing the importance of small victories in the journey to success. Technical Setup: Tips on integrating payment systems and connecting domains. Content Creation: Strategies for outlining and launching courses, webinars, and funnels. Community Support: The power of sharing wins and supporting each other in the challenge. Mind Mapping: Utilizing mind maps to streamline development and comprehension. Whether you're new to ClickFunnels or the One Funnel Away Challenge or if you’re a seasoned FunnelHacker, this episode is packed with insights and inspiration to help you on your marketing journey. Tune in and let's keep pushing forward - together! Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out http://marketingsecrets.com/adfree Learn more about your ad choices. Visit megaphone.fm/adchoices

On this episode of the Marketing Secrets podcast, I have the pleasure of sitting down with Ali Abdaal, one of the most prominent productivity experts on YouTube today. Ali's journey is nothing short of fascinating - starting from reading my emails as a 13-year-old, to becoming a medical doctor, and now being a highly successful YouTuber and entrepreneur. In this episode we dive deep into Ali's unique path and the powerful strategies he's used to grow his online presence and business. From structuring content to optimizing filming days, Ali shares insights that can simplify and expedite your approach to content creation and productivity. Ali and I discuss a variety of topics crucial for anyone looking to enhance their productivity and online business strategy. We cover everything from the importance of organic content marketing to the impact of having a robust sales and marketing knowledge base. Whether you're a budding entrepreneur or a seasoned marketer, the tips and stories Ali shares are incredibly valuable and actionable. Key Highlights: Organic Content Marketing: Discover how Ali used YouTube to boost his business without initially knowing what content marketing was. Structuring Your Content: Learn how to effectively plan and organize your videos and filming days. Productivity Hacks: Ali shares his best practices for maintaining productivity while balancing multiple projects. Overcoming Imposter Syndrome: Insights on how Ali overcame his fears and started charging premium prices for his courses. Business Evolution: Understand the transition from a niche market (medical school prep) to a broader audience (productivity and lifestyle). Tune in to hear Ali's story and get ready to take your content creation and productivity to the next level! Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out http://marketingsecrets.com/adfree Learn more about your ad choices. Visit megaphone.fm/adchoices

In this episode of the Marketing Secrets Podcast, I continue our engaging Q&A series for the One Funnel Away Challenge. The feedback from our first session was overwhelmingly positive, so I'm excited to keep bringing you these insightful and interactive discussions. Joining me again is Dante Torelli, and together, we're addressing some of the most pressing questions from our vibrant ClickFunnels community. If you're an active ClickFunnels member, don't miss out on these valuable sessions - log in and join the live Q&A every Friday! During this episode, we delve into a range of topics that are essential for entrepreneurs and business owners looking to elevate their online presence and effectiveness. From crafting compelling epiphany bridge stories for B2B contexts to identifying and tapping into hot markets, we provide actionable insights and strategies. Key Highlights: Epiphany Bridge Stories: Learn how to tailor your narrative for B2B markets so it resonates with business owners while addressing their specific pain points. Hot Market Selection: Discover strategies for identifying and leveraging existing markets to create traction for your unique offerings, even if your niche isn't mainstream yet. Motivating Teams: How to increase the output and buy-in from your team while moving potentially lazy employees into productive and clarity Live Q&A Dynamics: Find out how to maximize the value of our live Q&A sessions and get your burning questions answered in real-time by participating in our weekly calls. Whether you're just starting out or looking to refine your approach, this episode is packed with practical advice to help you succeed. Tune in and get ready to take your empire to the next level! Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out http://marketingsecrets.com/adfree Learn more about your ad choices. Visit megaphone.fm/adchoices

Recently, I had the pleasure of chatting with Chris Record, a marketing genius known for his viral rap videos. Chris originally did a rap for ClickFunnels just for fun which outperformed an ad that cost 100’s of thousands of dollars. So on this episode of the Marketing Secrets podcast, we explore the world of short-form content and how it can revolutionize your marketing strategy when it is done correctly. Normally, this kind of insider knowledge is reserved for high-ticket masterminds, but in this episode, Chris and I break down these strategies for everyone. Chris Record and I cover a variety of topics that are essential for marketers looking to stand out in today's digital landscape. From blending education with entertainment to creating content that captures and holds attention, we provide actionable insights that you can start using immediately. Key Highlights: Using Edutainment: Learn how to combine education and entertainment to create engaging marketing content. Powerful Short-Form Content: Discover strategies for crafting short-form videos that drive engagement and conversions. Effective Storytelling: Understand the power of storytelling in making your content memorable and impactful. Series-Based Content: Get tips on developing series-based content to keep your audience hooked. Real Pattern Interrupts: Find out how to use pattern interrupts and the variable reward system to capture attention. Whether you're just starting out or looking to refine your strategy, this episode is packed with valuable advice to help you elevate your marketing game. Tune in and get ready to transform your approach to content creation! Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out http://marketingsecrets.com/adfree Learn more about your ad choices. Visit megaphone.fm/adchoices

Recently I started doing Q&A sessions for active ClickFunnels users. To help me out, I've been teaming up with Dante Torelli almost weekly to tackle some of the most pressing questions from our incredible community. Usually this kind of direct Q&A was only available in 10k per month masterminds, but now as part of our revamped One Funnel Away Challenge, we're offering you a front-row seat to hear my insights and strategies on building and scaling your online business. In this episode, Dante and I cover a wide range of topics that are crucial for entrepreneurs at every stage. From managing diverse membership levels to mastering the art of the perfect webinar, we provide you with actionable advice to help you succeed. Key Highlights: Managing Membership Levels: Discover effective strategies for handling memberships with participants at different skill levels. Perfect Webinar Framework: Learn the secrets to teaching and implementing the perfect webinar style for maximum impact. Q&A Dynamics: Find out how to get the most value from live Q&A sessions tailored for both e-commerce and expert-based businesses. One Funnel Away Challenge: Get an inside look at our new 10-day e-commerce and expert challenges, and learn about the benefits of joining our weekly live calls. Whether you're a seasoned entrepreneur or just starting your journey, this episode is packed with the tools and knowledge you need to make a significant impact. Tune in and get ready to take your business to the next level! Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out http://marketingsecrets.com/adfree Learn more about your ad choices. Visit megaphone.fm/adchoices

In this episode of the Marketing Secrets podcast, I’m thrilled to have my friend James Malinchak in the office. We both lived in the Dan Kennedy speaking world but from very different paths. Listen as James Malinchak shares… Staying Motivated: James shares his unique approach to staying motivated using a visual reminder - an empty Top Ramen noodles bag. This trick, inspired by Michael Jordan’s mindset, helps him stay driven and focused on his goals. From Speaking to Selling: Discover how James transitioned from being a highly paid speaker to using his speaking engagements as powerful sales platforms. He reveals his strategies for turning speaking opportunities into high-ticket program sales. Behind the Scenes of "Secret Millionaire": James recounts his experience on the hit TV show "Secret Millionaire." Learn how he leveraged this incredible exposure to build his brand, grow his email list, and generate significant business revenue. The Power of Branding: Hear how James positioned himself as "the college speaking guy" to dominate the college speaking market. He discusses the importance of branding and understanding your audience to attract the right clients. Maximizing Media Exposure: James emphasizes the strategic use of media for lead generation and customer acquisition. He explains how to view TV and other media as tools for drawing in leads and building a robust customer base. These are the key lessons to help you leverage every opportunity that comes across your path from one of the best speakers and marketers I know - James Malinchak! Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out http://marketingsecrets.com/adfree Learn more about your ad choices. Visit megaphone.fm/adchoices

In another "blast-from-the-past" episode, I visit Jordan Belfort (yes the Wolf of Wall Street) on his "Wolf’s Den" podcast! Hear the story of how ClickFunnels was built and scaled, and how we focused on growing through partnerships, reinvesting in ads, and surging user engagement even during Covid-19. And since this occurred during the pandemic, we also discuss the crucial role of entrepreneurship in solving problems and driving change. Check out the full video here: https://www.youtube.com/watch?v=DVEun1mHzKc Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out http://marketingsecrets.com/adfree Learn more about your ad choices. Visit megaphone.fm/adchoices

In this episode, I sit down with the incredibly talented Heather Parady, a master Instagram storyteller who has captivated me with her unique approach to creating engaging content with Instagram Reels. Heather shares her creative process, revealing how she weaves together compelling narratives in short formats. Heather's dedication to mastering the art of storytelling is truly inspiring, and she shares valuable insights on how to make content more relatable and engaging. Whether you're a marketer, content creator, or simply someone looking to improve your storytelling skills, this episode is packed with practical advice and inspiration. Join us as we geek out over storytelling techniques, the importance of empathy in content creation, and the fascinating ways to blend entertainment with marketing. Follow Heather Parady on Instagram: @heatherparady https://www.instagram.com/heatherparady Books and authors mentioned in this episode: "Big Magic" by Elizabeth Gilbert "The Creative Act" by Rick Rubin "Storyworthy" by Matthew Dicks "The 50th Law" by 50 Cent and Robert Greene Tune in and let’s make storytelling magic happen! Learn more about your ad choices. Visit megaphone.fm/adchoices

A few years ago, I had the opportunity to visit Tom Bilyeu on his podcast "Impact Theory." While it's a few years old, Tom and I delved into a lot of topics essential for those who feel called to entrepreneurship today. From utilizing economic downturns to disruption marketing and influencer strategies. Plus hear a particular 'emotional resilience technique' I use to stay motivated during tough times. Let’s live into our calling and find both meaning and impact as we build lasting success. You can watch the interview here: https://www.youtube.com/watch?v=DBQQFrUx7wc And don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels Learn more about your ad choices. Visit megaphone.fm/adchoices

Group challenges can be wrought with fear, especially when you’re doing a challenge for the first time. But whether you’ve done zero or 100’s of challenges, pivoting your business to using a ‘Tiny Challenge(TM)’ will not only give you momentum, but unlock your ability to charge more for the same amount of effort. This is how Richmond Dinh is leveraging tiny challenges - plus how Russell’s going to use it at his own level of the value ladder! Follow Richemond Dinh to see his next Tiny Challenge(TM) @coachrichmonddinh https://www.instagram.com/coachrichmonddinh/ Learn more about your ad choices. Visit megaphone.fm/adchoices

Recently I visited Cody Sperber on his podcast “The Clever Investor Show” and I shared my journey from early business struggles to the success of ClickFunnels. We focus on the importance of perseverance and innovation and, luckily for me, my passion for collecting rare books, especially those by Napoleon Hill, really gave me some ammunition for my journey that hopefully you can use too! Listen in as I dive into the strategies I use to acquire rare and valuable items, showcasing my resourcefulness and dedication. I also discuss the profound insights gained from interactions with high-level thinkers like Tony Robbins, offering listeners a glimpse into the mindset required for both personal and professional growth. Learn more about your ad choices. Visit megaphone.fm/adchoices

Let’s have a conversation - we haven’t done one of those in a while! But while I’m in my wrestling room, let me share a few of the pieces you need to live into what you really want in life. What is the core of what drives each of us? I challenge you to be brutally honest with yourself about why you’re pursuing your current path. We'll explore my path to finding my why and how to identify what you truly want to help you understand the deeper reasons behind your desires. Finding out what truly propels you can bring clarity and ensure your efforts align with your real goals. Let’s uncover not just the surface-level achievements, but define the secret desires fueling your external pursuits. This episode will transform how you understand your ambitions and guide you to finding authentic success. Get your own .BIO domain name for a low price at Porkbun! Go to https://porkbun.com/MarketingSecretsShow24 Learn more about your ad choices. Visit megaphone.fm/adchoices

I recently did an interview on Omar Eltakrori’s show where we both dive deep into the intricacies of selling your expertise online and making more money in 2024. I share some of my best insights on understanding your target audience and consistently providing value through content, especially webinars. We also cover how to structure effective webinars to build a strong connection with your audience, leveraging consistent efforts to alleviate financial worries, and the importance of building a personal brand. If you're looking to scale your business, this episode is packed with valuable strategies on engaging with your audience and mastering the art of online sales. Learn more about your ad choices. Visit megaphone.fm/adchoices

Myron and I set the frame for this episode as a perspective of helping a beginner, what they’d actually do to succeed, but we went in an entirely different direction than I was expecting. Myron shares the foundation of crafting your offer to reach your goals, while utilizing your resources to grow and cultivate an audience fast and quick. If you’re not a beginner, then this episode is going to give you vision on how to craft high ticket offers and sell confidently, such as the 3 million dollar offers Myron sold just last month! Learn more about your ad choices. Visit megaphone.fm/adchoices

In this episode, I join Andy and Jacqueline Elliott on the “1%er Podcast” to share how my journey in self-development transformed my life and business, taking me from humble beginnings to building a nine-figure enterprise. Discover the secrets behind embracing failure, the importance of self-leadership, and the power of continuous learning. Plus I get to share how pivotal moments in my journey shaped my entrepreneurial mindset. Don't miss this deep, engaging conversation filled with actionable takeaways to help you become the best version of yourself. Check out the video here: https://www.youtube.com/watch?v=4b4or6-GTEE Get your own .BIO domain name for a low price at Porkbun! Go to https://porkbun.com/MarketingSecretsShow24 Learn more about your ad choices. Visit megaphone.fm/adchoices

Trey Lewellen created the first 2 Comma Club funnel that made over 1 million dollars with an e-commerce offer. What turned into a ‘maserati bomb’ of cash that led to unprecedented growth problems and success. This is the thrilling story of scaling a real business and how you treat both the successes and the failures to reach your business goals. But you’ll also discover the path Trey recommends for your ecommerce funnel development and sales. Join Trey in the brand new One Funnel Away Challenge at https://onefunnelaway.com Get your own .BIO domain name for a low price at Porkbun! Go to https://porkbun.com/MarketingSecretsShow24 Learn more about your ad choices. Visit megaphone.fm/adchoices

In my first ever podcast guest experience in over three years, I visited with Ryan Pineda on his “Wealthy Way” podcast! We delve into my personal journey, dropping some serious truth bombs on how to conquer marketing fatigue and revealing those coveted insider tips on effectively marketing any business. Check out the full video here! Learn more about your ad choices. Visit megaphone.fm/adchoices

I had the pleasure of sitting down with the incredible Kristine Mirelle, whose journey from selling CDs door-to-door to mastering the art of creating uproariously funny ads will blow your mind. Kristine's knack for turning everyday items and her smartphone into viral ad gold is nothing short of genius. We dive into her inspiring story, from those early days of door-to-door sales to her game-changing approach to advertising. Check out Kristine's page here: LaughMyAdsOff.com Learn more about your ad choices. Visit megaphone.fm/adchoices

How do you use Facebook Groups to help grow your business? Inside my Inner Circle mastermind, the members voted twice that Christina Rowe had the secrets. So I finally sat down with her to get all of the details about how she leverages Facebook Groups and the possibilities are suddenly endless! Whether you’re looking to leverage a small or large group, the ideas and strategies in this episode will get your mind reeling and the wheels churning! Join The ClickFunnels Group at https://www.facebook.com/groups/ClickFunnels/ And model Christina Rowe’s group: https://WomenHelpingWomen.group Learn more about your ad choices. Visit megaphone.fm/adchoices

After months trying to craft a perfect daily publishing strategy, Edward Collins hit gold by accident! Now his current business is almost entirely fueled by free Instagram traffic. This is the perfect process to craft a ‘free content’’ strategy that makes your online sales & funnels take off! Follow My Daily Instagram at @russellbrunson And model Edward Collin by following him: @edwardcollins_upleveled Learn more about your ad choices. Visit megaphone.fm/adchoices

Steve Larsen and I have hit the stage together many times to unpack the power of Dramatic Demonstrations. And as we gear up for our upcoming book, Steve is orchestrating an extraordinary event just for you! Hear how Dramatic Demonstrations may just be the answer to skyrocketing ad costs, helping you retake control of your lead generation and sales online. Get your ticket before they’re gone! Register For The Event At: https://dramaticdemonstrations.com Learn more about your ad choices. Visit megaphone.fm/adchoices

I’m opening a small window for just 2 people, where I’ll work one-on-one with you to write your perfect webinar! Text Me 208-391-3098 - And make sure to follow the instructions exactly! Learn more about your ad choices. Visit megaphone.fm/adchoices

As I’m literally on my way to the airport really quick, I wanted to give an update that you don’t want to miss! From changes to the podcast that I teased in the last episode to one of the best Atlas mastermind events in years! Plus new podcast interviews, flying out to see Ryan Pineda and Andy Elliot to learn - there’s a lot of pieces to this strategy puzzle that are all coalescing into big changes! And then I tease a few other things I’d love to get your feedback on (and how to let me know)! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Secrets of Success Learn more about your ad choices. Visit megaphone.fm/adchoices

I'm checking in from the high seas on a cruise ship with my family. But I've just had a realization. See, for years I've been all about paid ads, but they're getting pricier by the day. That's why I've had a change of heart. Inspired by folks like Rachel Hollis and Cathy Yoder, I'm shifting my focus to content. And my plan is a game-changer! So expect some big shifts on the Marketing Secrets Podcast and everywhere else! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Secrets of Success Learn more about your ad choices. Visit megaphone.fm/adchoices

On today's episode, I interview Myron Golden, an 8-figure entrepreneur and speaker. Learn how ancient scriptures hold the key to modern success, as Myron shares timeless principles and practical insights. Whether you're a seasoned business pro or seeking personal growth, this discussion will revolutionize your approach. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Secrets of Success Learn more about your ad choices. Visit megaphone.fm/adchoices

As I was packing for a trip to fly to Miami, I got a message from Todd Dickerson that we had an issue with the platform. I put down the phone and within 10 minutes, my mind magically spun up the answer and when I shared it and the simplicity of the answer it shocked us both. This is how you can command that kind of answer around your 'big dominos' that come up in your life, with a quote from thought movement leader Robert Collier and his book set called "Life Magnet." Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Secrets of Success Learn more about your ad choices. Visit megaphone.fm/adchoices

We've launched! A few episodes past, I made my plan public to create a $100M per year business from scratch in the next 24 months. This is an update on how that business is doing, from our initial launch to our weekly and monthly activities (including why marketing math sucks). We've made some adjustments and followed a lot of pieces to plan (with a few adjustments). Get all the updates and follow along with me step-by-step to build your business with me by joining the 2CCX Coaching Program at https://www.twocommaclubx.com/ Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Secrets of Success Learn more about your ad choices. Visit megaphone.fm/adchoices

A dramatic demonstration isn't just a challenge or a webinar - it's all of the noise making activities you create to point people to that event. For example, we just prepared a brand new dramatic demonstration with Dan Kennedy's business to create a story around our newest Magnetic Marketing campaign. And there's one key piece that Tim Shields shared at Funnel Hacking LIVE that makes all of this work. This is the process to consolidate time and control your growth by redefining dramatic demonstrations. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Secrets of Success Learn more about your ad choices. Visit megaphone.fm/adchoices

We're on the edge of a new trend in shorts, reels and TikTok. Have you seen it? This isn't your traditional shorts script that it seems like everyone is using. This is something entirely new that's taking people from literally 'zero' to tens-of-thousands of followers in one to two weeks! Listen in as I describe where the strategy originated and how we're doubling down in order to take advantage of it as part of my brand new social strategy. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Secrets of Success Learn more about your ad choices. Visit megaphone.fm/adchoices

In this episode, Jeremy Miner shares his game-changing sales techniques that have led to a remarkable 76% increase in sales for those who use them. Say goodbye to old-school sales tactics and hello to a fresh approach that focuses on genuine connections and understanding clients' needs. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Secrets of Success Learn more about your ad choices. Visit megaphone.fm/adchoices

I've written 3 books, but I don't consider myself an author - I consider myself a curator. Public Domain is the best-kept secret to collecting the best of the past and using it to leverage your current offerings similarly to what Walt Disney did once upon a time. Hear my process for curating the books, topics and ideas that I can present an offer that leverages the public domain! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Secrets of Success Learn more about your ad choices. Visit megaphone.fm/adchoices

For those who've done events before in the past, you know how sad it is to see so many powerful moments left in the past after each event is done and gone. But what if there was a way to revive that content and use it to continually sell your high-ticket backend products? You get to be the DJ and remix the messaging to meet each customer where they're at today! Hear the full story behind how we've used curated events with TwoCommaClubLive.com plus a few new ideas of what we may do next with future curated events. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Secrets of Success Two Comma Club LIVE Learn more about your ad choices. Visit megaphone.fm/adchoices

Robert Collier's classic book "Secret of the Ages" is a must-read, and since I was doing a full hour masterclass on it for people who are following the Secrets of Success process, I realized this is worth sharing. So while the full masterclass is going to be taken down and not public anymore unless you're in the members area, here is the full audio with myself and a few friends as we break down a classic that's too good to let go of! Register for full access to this and so much more at SecretsOfSuccess.com/roundpegs Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Secrets of Success Two Comma Club LIVE Learn more about your ad choices. Visit megaphone.fm/adchoices

Have you ever wondered, "What would Russell Brunson do to grow a company to $100M per year?" This episode is going to be a treat, because I've only revealed this plan three times to people who have invested thousands of dollars, and this is the first time I'm revealing my $100M per year plan publicly! Specifically, this is my plan to grow my newest company, Secrets of Success, into a $100M per year business in 24 months and it follows the strategy I've termed, "The Linchpin." And you can see this entire plan in much more detail during our "Two Comma Club LIVE: Linchpin Edition" event starting February 7th through February 9th. Come and check it out at https://twocommaclublive.com and get the entire plan for your business following the exact same blueprint! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Secrets of Success Two Comma Club LIVE Learn more about your ad choices. Visit megaphone.fm/adchoices

Before we do anything in my company, we funnelhack. That includes not just funnels, but our copy, our youtube videos, our facebook and instagrams - everything. And funnelhacking is not copying - it's finding the structures that are proven time and time again. I just funnelhacked to help me craft the structure around my newest book! This is all about coming back to the essence of what works, the foundations of success, and it's time to double down on first funnelhacking what works, then moving forward and taking over the world! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Secrets of Success Learn more about your ad choices. Visit megaphone.fm/adchoices

My book, "Traffic Secrets" warned of the coming storm for entrepreneurs, and with the uncertainty in 2024, especially since this is an election cycle year, ad costs are set to soar above the roof. We just had a scare internally as well, and so I'm firing off a final warning. If you aren't prepared yet, this is the time to double-down on alternative traffic methods. How do you do it? Listen to how we're doing it and watch what we do next. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Secrets of Success Learn more about your ad choices. Visit megaphone.fm/adchoices

Be a man who, in his secret thoughts, believes himself to be superior to most men, thus deserving great wealth and power. -Andrew Carnegie Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Secrets of Success Learn more about your ad choices. Visit megaphone.fm/adchoices

Looking back at this year, its ups and its downs, we've had the highest of highs and the lowest of lows. And we may, honestly, be one of the final episodes of the Marketing Secrets Podcast. Hear my honest recap of 2023 along with what's happening next for ClickFunnels (both the why and the where I'm pivoting towards)! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Secrets of Success Learn more about your ad choices. Visit megaphone.fm/adchoices

Dominick Pirone has been a cheerleading-buyer for years, and at the last Inner Circle event he asked how to break through his limiting money beliefs using the tools I've been learning in Secrets of Success. With his permission, I'd like to share with you what I've been learning, because while it's not quite at the point where it's a formulated process or system, it is something I love to discuss and figure out... Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Secrets of Success Learn more about your ad choices. Visit megaphone.fm/adchoices

In our Inner Circle meeting, Anne Truong asked an important question that everyone should hear. She's been following the Expert Secrets strategy to a proverbial "T", but her leads are running out. At the same time, she's growing her Linchpin business spectacularly! In this episode, I'll explain to Anne how to scale her webinar from Expert Secrets and use the Linchpin strategy at the same time to scale massively! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Secrets of Success Learn more about your ad choices. Visit megaphone.fm/adchoices

At my last Inner Circle in Boise, Luke Jaster asked how we keep a through-line in our goals and get things done at such a high level without sacrificing family and values. First I'll share how I organize my process so things get done in the business, and then we'll talk about how I organize my family time. And stay for the end, where I give one of the keys to how we organize and ensure our launches are always on time! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Secrets of Success Learn more about your ad choices. Visit megaphone.fm/adchoices

In a recent Inner Circle meeting, I got a question from Brian Golod and German Glanco who are growing a spectacular business. While their webinar is working great, sales are coming in slowly and they want to scale faster, but still make an impact on those who need extra support. Hear my suggestion on how to balance their goals and their hearts. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Secrets of Success Learn more about your ad choices. Visit megaphone.fm/adchoices

I'm excited to share this presentation I created for a youth entrepreneur event called Unlock the Secrets. I wanted to start by teaching these kids how their brains actually work, but had to do it in an engaging, fun way. So I bought a bunch of big stuffed animals - an elephant, two monkeys, and a lizard. While not perfect, these props allowed me to create a metaphor for understanding the conscious mind, subconscious mind, fears, and how they interact. This is the first and only time I've taught this concept so far. It was powerful for me in understanding how my own mind works, and I think it can help you too. While you're missing the visual of me holding the animals, use your imagination as I walk through this mental model. It provides a framework for things like why we fear, how to reprogram our subconscious, and more. My goal was to help young entrepreneurs grasp how their brains work so they could be more successful. But these principles apply to anyone trying to achieve more in life. Someday I hope to expand this into a full book. For now, I'm proud to deliver this exclusive training on the metaphor of The Elephant, Two Monkeys and a Lizard. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Secrets of Success Learn more about your ad choices. Visit megaphone.fm/adchoices

While I'm driving to the Inner Circle, where I get to share all of the details from my Secrets of Success launch and the strategies that are changing the game, I wanted to talk about the insights from our first 'consumption challenge' covering "How To Get Anything You Want" by Elsie Lincoln Benedict. She shared the reasons we often plant seeds and see either huge success or failure, and it all has to do with the ground in the 'garden of your mind' and how you prepare your moods to stop their reaction and accept the new seeds you're planting. Let me know if you like this episode by taking a screenshot and tagging me, especially if you want a dedicated Secrets of Success podcast! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Secrets of Success Learn more about your ad choices. Visit megaphone.fm/adchoices

I was recently at Myron Golden's "Make More Offers Challenge" and we shared a lot of things I haven't talked about before publicly, or I described answers differently than normal. From the principles of success in business and life to identifying your creative purpose by collaborating versus competing, we went deep! This was literally so full of gems, I asked if I could share it with you all - so here are several mindset and tactical tips to help you thrive with myself and Mr. Myron Golden! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Secrets of Success Learn more about your ad choices. Visit megaphone.fm/adchoices

What is up everybody! I am always asked how I would start all over again if I had to start from zero, and I'm doing it right now! My newest business Secrets of Success, is now live! You can see how we are launching it and funnelhack exactly what I am doing at https://www.secretsofsuccess.com/bibliomania - and I will explain exactly why we launched with that video specifically as you listen on today's episode! If you want to follow along step-by-step to build your own business as I build mine, apply for the 2CCX program by heading over to https://www.twocommaclubx.com/2ccx-application! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Secrets of Success Learn more about your ad choices. Visit megaphone.fm/adchoices

If I was running for office, this is exactly how I would market myself. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Secrets of Success Learn more about your ad choices. Visit megaphone.fm/adchoices

I'm often asked how I would launch a brand new business if I started all over again. Lucky for you, I'm actually doing that right now! Hear the launch plan, from leveraging both my own Dream 100 and Affiliates' Dream 100, the ultimate offer we've created and the funnel step-by-step. Join the launch at https://www.secretsofsuccess.com/jv Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Secrets of Success Learn more about your ad choices. Visit megaphone.fm/adchoices

Funnel Hacking LIVE is officially over! And so I decided that what I really wanted to do today was record the audiobook of a 1.5 Million Dollar book I purchased! But before that, I've got some lessons to share from this year's Funnel Hacking LIVE. From the structure of the event to the presentation prep, I learned a lot personally. I actually tested my most recent 'Secrets of Success' presentation (it was actually the last podcast episode), and it did not land the way I wanted it to. Hear the lesson I've learned & become a part of the Secrets of Success JV army at https://www.secretsofsuccess.com/jv Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing FunnelHackingLIVE Learn more about your ad choices. Visit megaphone.fm/adchoices

Hot off the press! I literally just gave my welcome presentation at Funnel Hacking LIVE 2023, and I wanted to share this with you as soon as possible! A lot of our people are searching for success and only finding resistance. These are the secrets to overcoming resistance and living in your calling so you can actively make the change you were born to create. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing FunnelHackingLIVE Learn more about your ad choices. Visit megaphone.fm/adchoices

Right now I'm working on the intro presentation for Funnel Hacking LIVE in less than a week, which is Phase 2 of last year's opening presentation, "The Drifter VS The Driven." So I decided that the best way to prepare you for what's coming is for you to relisten to the presentation that people have called my best presentation ever. So listen into Part 1 from last year and I can't wait to show you everything we're preparing for you at Funnel Hacking LIVE! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing FunnelHackingLIVE Learn more about your ad choices. Visit megaphone.fm/adchoices

So I just did a last minute, unplanned, pop-up webinar to share something a little bit early (you know how I am with secrets)! Right now, I'm knee-deep preparing slides and presentations for Funnel Hacking LIVE, and this 'Diamond in the Rough' marketing strategy NEEDED to be shared before the event! So I've had my team upload the webinar for you to listen to in this episode, then make sure to go and grab your tickets for Funnel Hacking LIVE before prices double or we sell out (because we sell out EVERY YEAR)! Secure your spot at https://www.funnelhackinglive.com today! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing FunnelHackingLIVE Learn more about your ad choices. Visit megaphone.fm/adchoices

We've shut it all down! It's 2 weeks before Funnel Hacking LIVE and that means I'm preparing presentations for 2 weeks straight and nothing else. Other teams work on what they need to, but my focus is to finish 11 new presentations for this Funnel Hacking LIVE and a lot of the inspiration for this year's focus is coming from a book called "The War of Art" by Steven Pressfield. My first introductory presentation is the one I'm most proud of because it sets the tone for the event and the attendees beliefs and who they're trying to become. This is how I'm fighting resistance to prepare for the greatest Funnel Hacking LIVE ever! Grab your ticket at https://www.funnelhackinglive.com/ Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing FunnelHackingLIVE Learn more about your ad choices. Visit megaphone.fm/adchoices

As the buzz builds around Funnel Hacking LIVE, I've been getting a lot of questions about how to afford a ticket to Funnel Hacking LIVE on a budget. And I knew exactly who to turn to for the best advice - the incomparable Steve Larsen! Would he be willing to divulge his top tips for rapidly generating an extra $2000 to cover the costs of attending? The answer was a resounding yes! So a few days ago, Steve revealed his strategies in an electrifying live session and the content was so valuable, I knew we couldn't keep it to ourselves. So I decided to bring it to you in podcast form, so that no one misses out on Steve's expert guidance. Don't miss this opportunity to learn how to secure your spot at Funnel Hacking LIVE. We are eagerly counting down the days until we can welcome you in person at the event. Join us for this special podcast episode and take a step closer to being part of the excitement at Funnel Hacking LIVE! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing FunnelHackingLIVE Learn more about your ad choices. Visit megaphone.fm/adchoices

We just had a Decade in a Day and someone asked me a question that's actually on my mind a lot right now - "How do you sell tickets for an event?" So let's get into the strategy of when to announce, how to sell tickets and what drives customers to buy tickets and when they traditionally move. Plus get a sneak peak into a campaign we're about to launch! And don't forget to grab your tickets for Funnel Hacking LIVE at https://www.funnelhackinglive.com Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing FunnelHackingLIVE Learn more about your ad choices. Visit megaphone.fm/adchoices

With Funnel Hacking LIVE coming in less than 30 days, plus all of the projects we finally get to reveal, and all of the traveling we've been doing as a family, some people are asking how I get so much done. So, here's a few of my hacks to help me focus in a world that seems to demand more and more, plus a preview of my presentation at Funnel Hacking LIVE! (if you don't have a ticket, don't wait... go to https://www.funnelhackinglive.com - they're going fast!) Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing FunnelHackingLIVE Learn more about your ad choices. Visit megaphone.fm/adchoices

Alex Hormozi just did a big 'controversial' launch for his new book "100M Leads" and everyone's asking for my opinion on it. So here's my thoughts after our history together, including my take on the launch, our messages behind the scenes, and our differences in launch & content styles. Plus the strategies you need to choose, specifically how we're staying ahead of the AI revolution using the ONE thing that'll set you apart, including how the Hormozi's are capitalizing on this over the long-term. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing FunnelHackingLIVE Learn more about your ad choices. Visit megaphone.fm/adchoices

I just launched 3 different Supplement Funnels that follow The Linchpin strategy. But supplements have been essential to not only ClickFunnels' growth, but my own! Since I was a kid, I wanted to own a supplement brand. And now, I've done it multiple times. Hear the whole story, including the poin-points you can avoid and strategies you can use to launch and grow your business (whether or not it's in supplements). And checkout the 3 new funnels here: - Supplement Secrets Webinar: https://www.supplementsecrets.com - Revenge Body Challenge: https://www.getyourrevengebody.com - Body Evolution Challenge: https://www.bodyevolution.com Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing FunnelHackingLIVE Learn more about your ad choices. Visit megaphone.fm/adchoices

I just got back from one of my favorite trips I've ever been on. From spending 10 days in Kenya with my wife and kids, then seeing a war-torn country, and ending in a life-changing experience in Israel seeing the religious sites and experiencing the history. But I've always struggled with 'vacations', so I brought books and journals and found an answer that gave me (and can hopefully give you) the ability to step out of the battle field, find higher ground, see the chessboard so you can create your gameplan, choose the key battles you need to win and jump back into your business. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing FunnelHackingLIVE Learn more about your ad choices. Visit megaphone.fm/adchoices

Need a launch idea? Hear how we took a friend's product and turned it into an epic offer that I think will win a 2CC-X award this year. Plus, we follow the strategy I keep bringing up - "The Linchpin" - which has become the doctrine for every business we work with. This is the secret to growing and scaling your business without having to build ANY new products using the Linchpin! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing FunnelHackingLIVE Learn more about your ad choices. Visit megaphone.fm/adchoices

How do you GET PAID to advertise your own product, before they even hit your funnel? Now I consume ferociously and I've seen trends come and go, and for two decades I've missed this ONE thing. But after hearing a friend re-frame this idea, I'm putting massive focus behind this one piece I've been missing. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing FunnelHackingLIVE Learn more about your ad choices. Visit megaphone.fm/adchoices

In our last episode, I showed how we used Webinar Funnels to grow ClickFunnels into the Category King of funnel software. But there's ONE STEP that we didn't realize we had done that made ALL of the difference, and we're doubling down on it across all of our businesses. Here's how to take any webinar, challenge or event to the next level using my newest framework 'The Linchpin'! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing FunnelHackingLIVE Learn more about your ad choices. Visit megaphone.fm/adchoices

About a month ago, I did a special presentation for a friend that, for the first time, explained my newest framework called "The Linchpin" in possibly the simplest way yet, starting with the key strategy to ClickFunnels' drastic growth in the past. I've cut it into 2-parts, and in this episode I'll break down how we turned ClickFunnels into the success story it is today, and in part 2 we'll show you how to take your strategy to the next level using 'The Linchpin'! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing FunnelHackingLIVE Learn more about your ad choices. Visit megaphone.fm/adchoices

If you've heard the audio recording from Earl Nightingale called "The Strangest Secret", this is the story behind it; and how it can help you to change the world. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing FunnelHackingLIVE Learn more about your ad choices. Visit megaphone.fm/adchoices

Funnel Hacking LIVE IX kicks off in less than 100 days. If you want the inside-track on who's speaking, plus the over-arching goal of this year's entire event, then listen to both Part 1 and Part 2 of this FHL Reveal series and claim your tickets to Funnel Hacking LIVE IX by going to https://www.funnelhackinglive.com. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing FunnelHackingLIVE Learn more about your ad choices. Visit megaphone.fm/adchoices

It's time! In less than 100 days, Funnel Hacking LIVE IX starts and we'll show you the strategies we're using to lead the industry! If you've wanted all the details on what we'll be talking about, step-by-step, plus the speakers who'll be presenting, you don't want to miss this reveal-all webinar I put on. Listen in and claim your tickets to Funnel Hacking LIVE IX by going to FunnelHackingLIVE.com. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing FunnelHackingLIVE Learn more about your ad choices. Visit megaphone.fm/adchoices

This is part two of my Funnel Hacking LIVE presentation from 2017. I wanted to toss-up this replay to remind you that when everything goes wrong, funnels have been the answer for me over and over and over, and I know they will be for you. So listen in to part two where funnels not only saved me from near bankruptcy and prison, they led to building ClickFunnels with my partner, Todd Dickerson. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing FunnelHackingLIVE Learn more about your ad choices. Visit megaphone.fm/adchoices

In 2017, I recorded this podcast with a recap of my (then) most recent Funnel Hacking LIVE presentation entitled, "You're One Funnel Away". As we've been developing the funnel strategies further and further, I wanted to take a moment and touch base again on this concept, because it's core to everything we're doing. And while you listen to this 2-part episode, listen and relate your business to my story, specifically in this episode - how I saved Christmas with a funnel. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing FunnelHackingLIVE Learn more about your ad choices. Visit megaphone.fm/adchoices

I keep getting people who ask me, "Russell, why are you talking about Supplements?" Let's talk about that, because not only was a Supplement Funnel the case study that initially sold ClickFunnels' success for years, but it's been my #1 biohack to increased energy and focus. Listen to the full story and see exactly why I'm opening up about this for possibly this one and only time at https://www.supplementsecrets.com. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing SupplementSecrets.com Learn more about your ad choices. Visit megaphone.fm/adchoices

At this point, the event has launched where Russell shows the full library, the books that have been collected and more. However, Russell wanted to give you an inside look at the first time he introduced the Million Dollar Offer in Mexico. If you're interested in getting a seat license, you can put down your deposit at https://www.secretsofsuccess.com/invest And if nothing else, let this inspire you to take the leap when you're uncertain, just as you'll hear Russell do as he made his Million Dollar Offer. Watch the full reveal at: https://www.secretsofsuccess.com/atlas Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

Russell was turned down for a loan to build his library, so instead he made a "1 Million Dollar Offer" to a small group of people in Mexico to fund the vision. When the vision is clear, entrepreneurs are the ones who choose to find a way to make that vision a reality. This is how you can craft a million dollar offer. Make sure to watch the full webinar announcement at https://www.secretsofsuccess.com/atlas Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

Russell's been working on a secret all-consuming project, with box-after-box being delivered to his office. And with each box, the staff began to wonder if Russell needed an intervention. But Russell's about to reveal everything, the full vision including how he's about to raise the banner higher for entrepreneurs with "Secrets of Success"... Register for the announcement webinar by going to https://www.secretsofsuccess.com/atlas Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

Funnel Hacking LIVE has always followed a specific framework and cadence, but for FHL IX we are massively changing things up! We'll be revealing the full framework to help you stay profitable in your advertising, even with all of the fighting between Zuck and Tim and ad costs going up over & over on repeat for the last few years. This is going to be the most in-depth event on the framework we've used across every business to outspend our competition and scale easier and faster than ever. AKA - this is a game changer for everyone who'll be there, not to mention an AMAZING musical performance that is not to be missed! See who's speaking, who's singing and all the details at www.FunnelHackingLIVE.com. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

If you've been listening for a while, you'll remember our discussions about the Linchpin strategy and our launch of ClickFunnels 2.0. Since our launch, we've put many of our old funnels on ClickFunnels Classic on pause and have been rebuilding our Value Ladder. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

Here's a quick snippet of the conversation I had with my elite Inner Circle members about 2 moves I'd recommend taking to profit from upcoming recessions. Once a year my Atlas Group meets with me at a private getaway called Pirates Cove. That's where we share not only our big-wins with each other, but the strategies we're taking for the future. During my most recent trip, I spoke to everyone about how we did during the last recession, and the steps we're taking to prepare for and maximize our returns during the next recession. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

FunnelHacker TV is back! And I want to introduce you to the two newest hosts: Susan Leonardson and Ben Moote! Listen as we talk about the relaunch of FunnelHacker TV, insights from the last Inner Circle meeting they attended, plus where to catch all of the newest episodes! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

This is it! Part 3 of my private mastermind on my frameworks for Secrets of Success! While there are a lot of "frameworks" out there, this is the culmination where we bring other strategies in to support your goals and give you the confidence to keep moving forward! If you do enjoy this episode, please follow the full journey by following my new Instagram profile for Secrets of Success at https://www.instagram.com/secretsofsuccess/ Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Secrets of Success Learn more about your ad choices. Visit megaphone.fm/adchoices

This is part 2 of a training I did over a year ago as I've been working on my brand new book! In part 1 we just talked about which goals you should be setting and how you should frame those goals to help you build and keep your momentum; in this episode we go deep into the biggest reason we don't achieve our goals - "The Refusal of the Call". Hear the steps to building your confidence and strength so you can cross the threshold and take your first steps along your adventure! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Secrets of Success Learn more about your ad choices. Visit megaphone.fm/adchoices

Last year I did a VIP training specifically for our Ecomm VS Expert event with Allison Prince where I revealed the layout for my Secrets of Success. This is just part one, how you set your Hall of Fame and SuperBowl goals and define success so that you keep momentum, belief and faith as you move forward. Listen now! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Secrets of Success Learn more about your ad choices. Visit megaphone.fm/adchoices

So, we are officially 175 days away from Funnel Hacking LIVE, and a few weeks ago on my birthday, everyone threw me a Birthday Party and we did a big event where people came and gave me gifts... But they weren't for me, they're actually for YOU! They're for anyone who gets a ticket to Funnel Hacking LIVE 2023 and you'll want to get them soon, because something big is happening this year and I don't want you to miss it! I've been wanting this to happen for 3 or 4 years now and it's finally time! So here's the announcement from my Birthday Bash! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing FunnelHackingLIVE.com Learn more about your ad choices. Visit megaphone.fm/adchoices

Hey, welcome to part 2 of the Linchpin framework, where I'm revealing the one forgotten tweak that made ClickFunnels a 100M+/year business, that we're doing in ALL of our businesses right now. I'm actually in Mexico revealing each funnel and how we're doing each piece of this with our Coaching and Mastermind students (and it's so fun!!!). So, if you haven't listened to part 1, do that because it covers the first 2 steps you NEED in order to make this work in your business. With that said, let's jump in! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing TwoCommaClubX.com Learn more about your ad choices. Visit megaphone.fm/adchoices

Hey everyone, I'm in Mexico with my family preparing for the COOLEST event we do for our coaching students, our Mastermind in Paradise! I'm going to be sharing with them a strategy I revealed at Funnel Hacking LIVE this year and it's going to be amazing! But I wanted to share the goodness! So, for the first time, I'm going to reveal my framework that's made ClickFunnels a 100M business! It's called the "Linchpin"! We're going to split this into 2 episodes so make sure you're tuned in next week for part two. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing TwoCommaClubX.com Learn more about your ad choices. Visit megaphone.fm/adchoices

The key to launching and growing any business is to have an attractive character in place. People don't connect with brands, they connect with people! After acquiring Dan Kennedy's Magnetic Marketing business, I knew that implementing a new Attractive Character was exactly what needed to happen for its continued success. In this episode, I'll share insights on how to create an Attractive Character that resonates with your target audience. I'll break down the essential elements of an Attractive Character, and how to integrate them into your marketing strategies. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

Understanding how the public domain works can help you create offers, make them truly unique, and increase the perceived value of anything you're selling. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

Let me give you permission to be a little bit crazy. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

What are the secrets to having a successful marriage and family life, while still being a full time funnel hacker / entrepreneur!?! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

How can you take your current skill set and use it to open doors for your dream job, partnerships, and more! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

Let me show you EXACTLY how I implement the Dream 100 so I can get an unlimited stream of targeted traffic. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

On today's episode you'll learn about the Geru.com acquisition, why we bought it, what the "Rembrandt in the Attic" is for this funnel... and more! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Geru.com Learn more about your ad choices. Visit megaphone.fm/adchoices

In this episode I break down everything that happened during the 2.0 launch..!!! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

Why I became a LadyBoss and how you can too! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing MarketingSecrets.com/ladyboss Learn more about your ad choices. Visit megaphone.fm/adchoices

If you want to know what somebody values the most, take a look at their bookshelf. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

Listen to my thoughts on the recent passing of my best friend and ClickFunnels' CEO, Dave Woodward. I wanted to do this podcast to remember him and let you guys know all the things that he did to affect your lives and change the world! Learn more about your ad choices. Visit megaphone.fm/adchoices

Steve Miles asked about my acquisition of Dan Kennedy's company, how do I evaluate these companies?... and more! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

Den Lopez asked how to split test your funnel so it can grow... this episode is my response! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

Find out the best path for success if you're just getting started (or if you're stuck). Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

How to structure your 5 day challenges so people will buy what you're selling when you make the offer! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

This episode I share the gold I found inside of this booklet I paid $10k for on eBay! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

WARNING: This is an advanced strategy to geometrically grow your business in ways that most people aren't even thinking about. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

Behind the scenes glimpse of the nine month process it took us to get ClickFunnels 2.0 in orbit. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

Here is the exciting conclusion of the 2022 FHL recap series. Listen is as Russell goings through the final day of Funnel Hacking Live 2022! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

Today Russell is going through all the amazing speakers and highlights from Funnel Hacking Live "Day 3"! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

Today Russell is going through all the amazing speakers and highlights from Funnel Hacking Live "Day 2"! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

How can you use controversy in your marketing to help grow your following... Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

Here is Russell's recap of Funnel Hacking Live "Day 1"! This day is JAM PACKED with so many speakers and presentations; and tons of life changing content. Listen in as Russell takes you behind the scenes of everything that went on that day!   Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

In the last 24 months, I have acquired more businesses than I have built in the last 24 years. This is all thanks to a simple concept called a "Rembrandt in the Attic". In this episode of Marking Secrets, I explain what A Rembrandt in the attic is and why it is the number 1 secret to look for before buying any business. Even if you do not want to buy a business, this episode will teach you how to see the hypothetical Rembrandt in your attic, so you can maximize the potential of your business. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

"Day 0" is basically a pre-game day before the full Funnel Hacking Live experience. Here is a recap of all the highlights from "Day 0". Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

With everyone being busy at Funnel Hacking Live this week, we wanted to share Russell's opening keynote presentation from this year's event! Enjoy! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

Listen in behind the scenes of all the ups and downs of another one of our recent "virtual real estate" acquisitions. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

Here is the story behind why I bought Dan Kennedy's company, and what's happening with the funnels now! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

Here is the story behind ZumaJuice.com updates on the funnel! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

How To Build A Virtual Real Estate Empire By Fixing, Flipping, And Investing In Small Cash Flow Funnels… Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

It's time to start a new chapter. We are killing the old version of this podcast, and re-launching a new, upgraded season... Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

Here is the exciting conclusion from the Russell Brunson and Ian Stanley interview. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

Listen in on this rare interview with Russell Brunson and Ian Stanley. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

I flew to Phoenix to hang out with Dean Graziosi and get the process for you to THRIVE (not survive) during this crazy time. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing TakeTheChallenge.com Learn more about your ad choices. Visit megaphone.fm/adchoices

I'm working on my new book, and had some questions for Tony Robbins... check it out as he answers LIVE!!! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing TakeTheChallenge.com Learn more about your ad choices. Visit megaphone.fm/adchoices

In today's episode you'll learn about the first mastermind I ever attended, and also the funnel I use to sell people into mine! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing TakeTheChallenge.com Learn more about your ad choices. Visit megaphone.fm/adchoices

This episode Russell shares a presentation he recorded at Dean Graziosi's office, with over 5000,000 people listening in, about how to start an information business. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

Here's something I'm trying this week, to help get my vision better understood by my team so we can continue to take over the world. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

An analogy I want to share with you to help you to be more successful in anything that you decide to do. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

Some cool thoughts from my vacation, as well as my process on what to read, why to read, and how to read, and a whole bunch of other cool stuff. I hope you enjoy! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

Over the past year, we've bought more than half a dozen businesses. I want to show you what we're doing, and why we're doing it. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

I'm not sure if this is crazy or brilliant, but I'm really excited about this new evolution of funnel building. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

How to use this principle to make more money, have more success, have a better relationship with your wife and kids, and a whole bunch more. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

Another really cool insight that came to Russell while he's "meditating" in the Napoleon Hill room. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

This conversation comes from an epiphany I had while talking to Dean Graziosi while on a private plane to Florida, and it’s a simple insight that most entrepreneurs are probably missing. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

Went live on Instagram today and I want to share some of the cool conversations we had. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

Listen to these stories of real life, full time funnel builders. Check out funnelbuilder.com/go to learn more! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

Discover the 'perfect career' as a "work-from-home" funnel builder. Check out funnelbuilder.com/go to learn more! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

What to know how the last webinar did? Here are some details, stats, and a whole bunch of other cool lessons I learned along the way. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

A couple questions to help you to have more success and more happiness as you are pursuing your passions. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

On today's episode, you get to hear the final part of a recent interview Russell did with Jay Abraham. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

On today's episode, you get to hear part 3 of a recent interview Russell did with Jay Abraham. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

On today's episode, you get to hear part 2 of a recent interview Russell did with Jay Abraham. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

On today's episode, you get to hear the first part of a recent interview Russell did with Jay Abraham. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

Here's a vulnerable episode from Russell, talking about the things that he's currently struggling with in his life. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

A new way to look at how to structure a special type of offer inside your funnel. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

My thoughts after wrestling at this weekend's tournament, and how I hope this will unlock something cool for you. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

This is day 5 of the 5 Day Lead Challenge. If you want to watch the video of this episode or download the OnePager, go to 5dayleadchallenge.com. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Coming Soon... Learn more about your ad choices. Visit megaphone.fm/adchoices

This is day 4 of the 5 Day Lead Challenge. If you want to watch the video of this episode or download the OnePager, go to 5dayleadchallenge.com. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Coming Soon... Learn more about your ad choices. Visit megaphone.fm/adchoices

This is day 3 of the 5 Day Lead Challenge. If you want to watch the video of this episode or download the OnePager, go to 5dayleadchallenge.com. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- What's up, everybody. This is Russell. Welcome back to the Marketing Secrets podcast. Today, we're going day into number three of the Five Day Lead Challenge. Hopefully, you've enjoyed the last two episodes. If you haven't listened to those yet, make sure you get them all in order, because they all build upon each other. But this is day number three. And today we're talked about creating your lead funnel, right? Day number one we talked about the strategy of generating leads online day. Number two, we built out your lead magnet and now on number three, we're going to start building your lead funnel. This is the most basic, most simple and one of the most powerful types of funnels you can create. So we'll be talking about that during today's episode. Once again, this is from a video event that we did, and so if you want to see the videos and see the screenshots and get the one pager homework and all that stuff, you can get those for free at fivedayleadchallenge.com. So that said, I hope you enjoy this episode on creating your lead funnel. Welcome to day number three of the five day lead challenge. Have you guys been enjoying this process so far? I'm actually really curious. This is the first time we've ever done training like this where we go live every single day. A whiteboard out with strategy. We give you the tactics. We give you the one pager, and you go do the homework assignment. I'm curious and I'd love to know the comments. I'll read these afterwards, but let me know in the comments if you guys are enjoying this process. I think it's a fun, cool, new way to train. So if you do like it let me know. If you're getting a lot of value out also I'd love to be able to see it. Let me know in the comments down below. One really cool thing that I'm excited about that I'm kind of let guys know and then we'll jump into the training. As we were planing this I was having so much fun with it. A lot of you guys know we do a training called One Funnel Away. How many guys I've ever heard of the One Funnel Away challenge or been part of the One Funnel Away challenge? Okay, so we launched the One Funnel Away challenge, man, about two years ago now. And in the last two years over 70,000 people have gone through which is crazy. So thank you. I hope you had a chance to go through and you enjoyed it. But it's been two years and I love teaching. I get excited and like, I don't know about you. Every time I talk about something, I get off stage. I'm like, "Oh, I want to do it again. I can change this. I can tweak this. I can make it better." And I really decided after OFS like I want to do it again. And I'm really enjoying this process and so I talked to my team. I was like, "What if we did OFA again, but this time do it live?" And do it live over 30 days where we do the same process. So I come up here, I talked to you guys for 30 minutes or so, give you a one-pager, and give you a homework assignment and go every single day over 30 days and the end of it we do the next year, right? This whole five day lead challenge is all about getting your first lead funnel, getting leads coming in. The One Funnel Away challenge is about creating it for sales funnel. We're actually selling products and making money. So my question to you is if we were to do that, if we were to go and do One Funnel Away live starting Monday, how many has to be interested in being part of that? If so write in the comments down below 'cause I'm pretty sure that's what we're planning on doing 'cause I am really enjoying the process. I don't want it to stop. I want to do this every day for the next 30 days. So, anyway, we'll talk more about that towards the end of this week. But if you guys are interested to extending this experience and going from here, here is me generating leads like know how to start selling products and building out for our sales funnels? That's what the new One Funnel Away challenge is gonna be. It's gonna be simplified from the old one. Every single day, we'll have a one pager or a homework assignment and it will be really fun and it'll be exciting. So that's happening later on this week. So I want to let you guys know about. Starting next week, Monday, we're gonna start the new One Funnel Away challenge. So, anyway, that's kind of what's happening. All right, with that said, I'm gonna jump into today. We've got so many fun things. How many, by the way... How many guys went and did the assignment yesterday and actually got your one pager account set up and created your very first one pager, your very first lead magnet, okay? We were watching the comments and the things that's been a little bit of chaos on our side. Obviously, one pager is a brand new product. Yes, you're the first people ever to use it. And I've already seen so many people creating one pagers, people finding a couple bugs which has been nice. Let us know. We're trying to get all the things fixed up. There's a lot of cool new features and this is coming out a bit. As of right now, it's pretty cool, right? And like all the one-pagers that I'm giving you guys, I built those myself. That was me and I'm not technical. I was able to build those, it took me a little while and I had so much fun with it. And so, like I said, literally today I'm gonna start working on the One Funnel Away one pagers 'cause I got all the one pagers for this we had done yesterday, actually. So, anyway, I hopefully enjoyed one pager. If not, if you haven't do this homework yet, make sure you go back to day number two, which is yesterday, watch the training, get the one pager and then go and create your one pager. That's how you're taking your framework we talked about and turn it into something tangible that you can trade somebody in exchange for their email address. Okay, and one pager is the coolest way I've ever found to do that. So that's exciting. Okay, so before I dive into today. This is me like... One my favorite things about my role in this whole game is I get to do cool marketing stuff and then I get to tell you guys what I'm doing because I feel like I'm the wizard of all of these. Like I do something amazing and I'm like, "Hey, come down we got it. Let me show you what we just did. Okay, so yesterday we talked a lot about frameworks. Now I want to... Again, I'm gonna open the curtain and show you guys kinda what's happening, right? When we plan out the five day lead challenge what did I do? I said, "Okay, what's the end result." The end result, we're trying to get somebody, right? Just to create a funnel with leads coming in. It's okay to do that. If I was to break down over five days of all the frameworks I have, that I've taught, that I know, that I understand. What are the frameworks that people need that they'll have success and be able to do that, right? And so day number one, I shared with you guys the overarching framework, right? Here's the big framework of how to generate leads online. Okay, that's how day number one was. Kind of a big broad overview of like this is how it works, right? And works through all the pieces. Like you have to have a lead magnet, then you got to have a squeeze page, then you got to have an email sequence and you have to drive traffic. And so day one was me sharing the framework of the entire week, right? And then, yesterday, if you guys noticed when I taught all ideas, I had three frameworks I taught you guys, did you catch this? Okay, I had three frameworks, okay? How many of you guys remember? The very first framework that I showed you guys was my framework. I'll go back here and show you this. Let me flip my whiteboard back over. Okay, the first framework I talked about with you guys was this one right here, right? I'm talking about who is your dream customer, what's the result you're trying to get for them and then what are the steps to that journey, right? Okay, so that was the framework I taught you guys. Now when I taught you guys, did you notice how I taught this? I didn't just say, okay, here's how the framework works, right? The way I taught it, is first off what I did as I told you the story about how I learned to earned it, right? And then I walked you through the overarching strategy. Here's the concept of how it works, okay? And then your homework assignment, the one pager gave you the tactics, right? And I shared a ton of case studies throughout thinking of like how has worked for me and for other people, right? That was the first framework I shared. Okay, second framework I shared, boom was called the ultra result. Right, what is the ultimate result, right? And what are the core results? And from there what are the splint results? And from there we're gonna it and create you one pager, okay? That was the second. The second framework I taught was the ultimate result, right? And then third framework I taught was what? Boom, my framework for how to teach frameworks. Okay, like that literally it. So there's behind the curtains. Yes, there's like, "Hey, what are the frameworks I need to teach them today from my bag of frameworks and my bag of tricks and things that I have that can help give them the tools they need to be successful with day number two." Okay, so day number three, same as I was planning out. Okay, day number three. We're talking about actually creating your lead funnel, right? You've got a lead magnet. Now you need a funnel, this is the mechanism. This is the tool. It's gonna give somebody to give you their email address in exchange for your lead magnet, right? So it's like what are the frameworks that they need today to for just to understand for them to make sense and then I'm going to go and give them the tool, right? And so there's two frameworks I'm gonna be teaching today. Okay, so, hopefully, have seeing this like I'm practicing what I'm preaching. I'm not just pointing on my head like this is... I'm showing you guys exactly what I'm doing and hopefully this has given you a model. Okay, I always tell people I feel like my main role here at ClickFunnels is to be like someone who's doing things so you guys can look at it and you can model it in your business, right? Like I don't need to keep doing live trainings. I don't need to keep like... I'm fine. Like financially, I'm good, I can take a break. I can take a year or two or six years off and be completely fine. Okay, I keep doing this because I love it. Number one, I love this game. It's so much fun. Number two, I'm trying to show you guys models so you can like, "Oh, I can see I can model that in my business. Oh, I can do what Russell did over here." I can do a five day challenge. What would be my frameworks, what would I teach people, right? I can create my own lead magnet. What would I create? Russell, show me three of his what could I do for a lead magnet, right? I'm trying to show you guys stuff so you can look at it, you can think through it and figure how to model that for your specific business as well. Okay, and that's like you play in the game. So I keep sharing and hope you guys don't mind. I'm gonna keep on talking until I can't talk anymore because I love this stuff. I love seeing the ahas that you guys have. Okay, I remember when I first got into this game at 18, 18, 19 years ago now, and I was a young kid. I was wrestling at Boise State University and I was learning about this stuff. This is before webinars. I remember back then people did tele-seminars. And so I would get the tele-seminar recording. I had this little tape recorder that I got at radio shack and I would go hook it from my phone system. I click record and tape these teleseminars onto cassette tapes, right? And then 'cause most of them that I was in school or different places I couldn't like listen to them live and I wanted to hear them over and over again. So I taped all these cassette tapes and then I'd go on wrestling trips and we'd be in these vans, and we have like 8, 10, 12 hour drives in these vans and I get these cassette tapes out of these teleseminars I've recorded of people teaching some of these concepts when I first learned them. I remember listening to the tape, listening in the car with my headphones on and everyone else in the car sleeping or listening to music. I'm listening to these guys talk about these marketing principles. I remember just feeling like so alive and so excited. I'm just like this is the most exciting thing in the world, okay? And for me like I've had a chance to discover these things. I remember how excited I was when I first learned, when I first applied them, they actually worked, I was freaking out. And so for me the closest thing I can get to that same excitement is coming to you and sharing with Mike. And I see your guys' eyes light up when you get that aha moment or what are those things are like, "Aha, for me, it's like me. I have a chance to relive it again through you guys." And so that's why I love doing this and I love sharing these things and, hopefully, you guys feel that coming through for me. Okay, do you notice by the way when I told you guys the story of my... The framework of how to use frameworks, how I started it. By the way yesterday, right? I told you my story about how I learned to earn it. I was on stage and I was casting my pearls before swine. I told that story before I gave you this framework, okay? The pattern is repeated over and over and over again. All right, so that said now we're going to jump into today, which, again, the goal today is for us to build out our very first funnel, okay? So I'm gonna talk about two core frameworks you have to understand and then I'm gonna let you guys go. Probably ti's gonna be a little earlier today. And I'm gonna give you one pager which is gonna give you assignment. It's gonna walk you through tactics and you actually gonna have a chance to build your funnel today. And I prebuilt six funnels for you guys this weekend and you can pick any of the six or download all of them. You're gonna have them and it's giving you the framework. I'm gonna be giving you a new software tool that Jim Edwards built for you guys. We're literally filling in some blanks, you click a button, and it creates all the copy for every single page here inside your lead funnel, which is insanely cool and a bunch of other really cool things. So that's what's happening. And then tomorrow we've got a special guest coming in. It's gonna to be... I'm excited to introduce her she's gonna be coming and will be talking about the emails you send out, okay? And so that'll be happening tomorrow and then on Friday we've no special guests. She's actually flying here from Texas. She sent me a picture of her at the airport and she's gonna teach you guys how to launch these funnels and start getting traffic coming in for free. So it's gonna be a... The rest of the week will really be fun and exciting, okay? But for right now we're gonna dive into building out your lead funnel. Now I'm curious how many guys here who are watching, you've had a chance to read any of my books? Specifically, The Dotcom Secrets book. So Dotcom Secrets book is the first book I wrote. The hardbound version, new updated hardbound version. If you have the soft bound it's good. This one is way better. I rewrote this from the ground up I added, I don't know, I added 40,000 or 50,000 new words to this. New frameworks, new things. It's awesome, but in this book this is the book that teaches the core fundamentals of funnel building. You don't have a copy yet, you can get a free copy at dotcomsecrets.com But this is... A lot of the things I'm comes from his books. If you want to go deeper into that, make sure you get a copy of the Dotcom Secrets book, okay? Okay, so one of the principles I talked about Dotcom Secrets book is this concept that I call the value ladder, okay? And some of you has heard me talk about this before but this... For you to be successful with funnels and lead funnels and all the stuff we're talking about you have to understand this core principle. It's something that's so simple where when you get it, it changes everything, okay? So if you look at this, I'm gonna draw two axis on this thing, okay? Over here, this is gonna be price and this is going to be value, okay? Now if you think about it as a business owner you want to provide the most amount of value possible for people to come into your world, right? And so I think about that and I'm like if somebody comes to me like, Russell, I read your books. This is really, really cool. I want you to... What's the best thing you can offer me. Like whatever it is I will give you. Whatever it takes, I want you to just to do this whole thing. What's the most value you can possibly offer me, the highest amount of value, right? So for me if I was to like provide you guys a home, the most amount of value it would be basically I would pay for you to fly out here to my house, we sit in a room for a week. I would figure out what your business is, your product and I would go and write the scripts for yourselves and I'd create your funnels, I'd drive traffic, I would do everything for you, right? I guess the most value I could offer, right? If I just did the whole thing for you. And if you think about it, right? The value would be insane. It'd be clear up here but the problem is because it takes so much time and effort for me and for my staff, my team, and my everything because the price would also be high as well, right? So this will be... This would be like the most value I could possibly be... This is your smiley face. This the most value I could possibly give to you, okay? Now, honestly, if I was to do something like that the reality because it's just how much time and effort it would take me to provide that much value this is something that I would probably have to sell for at least $1 million cash up front plus I would say 40% to 60% of the company depending on how much I'm actually running long-term, okay? But that's the most value I can possibly provide somebody, okay? Now it's funny to think about this if I was to walk up to you on the side of the street, the very first day I'm like, "Hey, my name is Russell Brunson and I would love to build a funnel for you." If you want to write me a check for $1 million plus give me 60% of your company, I will do this for you. How many guys would be like, "That's awesome, Russell, I'm going to do it." Right, how many guys will look at me and be like, "Russell, you look like you're 11 years old. You want $1 million to build a funnel? And then you want more than half of my business. It makes no sense," right? Okay, the reason is because I've provided no value at this point, you have no context. Like is that a good deal or a bad I don't even know, right? So traditionally in businesses we don't just go lead with our best thing because we haven't shown value to the people first, right? So instead what we do is we come down here at the bottom of the value ladder. We say, "Okay, what's something I can do that provides value that's not gonna cost a ton of money," right? I'm gonna do something right here. Okay, so for me and for you this is like a lead funnel, right? Give me your email address, I guess the price of the members. Give me your email address I'm gonna give you this lead magnet, okay? And you're gonna get it you'll get some value from that lead magnet, right? And they get that and they're like, "Oh my gosh this is really good." And what do we do as humans? We get value from something. What do we naturally want, okay? If we get value from something or from somebody we naturally want more. So people come here to get value. This is lovely, this is amazing. That's awesome, that's cool. The next thing it say, "Okay, how can we get more value?" Okay, and now you step them up your value ladder to the next thing. That's gonna be a little bit more expensive. Okay, the price goes up but the value goes up as well. Okay, the good case is like you buy one of my books. My books are free plus shipping, right? So it's $10 basically you get my book. The value is here but the price is low. You get that and you read the book like this is amazing, one more. Right, these are ClickFunnel and then you come to our events and like naturally start sending up, okay? And so that happens here. If somebody gets value here they go to the next year. Boom to the next year until eventually this is not that expensive. Okay, I guarantee if I send an email to my list and say, "Hey, I'm going to be building out five people's funnels. It's $1 million down and I want 50% of your business. I guarantee I get five people within 24 hours." Okay, because there's people who've gone through this process with me who understand the value of what I bring to the table and that'd be a no brainer, okay? 'Cause they've been through this before. Okay, you think about this. This is true in like all aspects of life. Think about your significant other, the first time you met them, right? Okay, if you came to... Let's say you're gonna go on a date with a girl and you're like, "Hey, you are cute. The most value I can have you. I want to get married, we're gonna have a bunch of kids and then grandkids and it's gonna be amazing, right? If you said that to a girl or to a dude or whatever, they'd be like you're crazy. Like this person is nuts, right? And they're gonna freak out. So that's not how you go approach somebody if you want to date them or whatever, right? You start down here and you say, "Hey, do you want to go on a date?" Like, "Okay, how's that work?" We can go to dinner and a movie, right? The price isn't that high, the value is not that big a deal until you go on a date and then what happens. If the day goes good and the person sees value, like this was a great date. Now, I want more and you say, "Hey, do you want to go on a second date." And they're like, "Yeah." Okay, do you want to go another date and eventually there's a time when you come and say, "Hey, do you want to get married? I want to have kids with you and have a family and have grandkids someday." Well, all of a sudden that question is not this thing that freaks me out. It's like, "Yes, of course, you've given me value every single step in this relationship. I want to continue that forever, okay? So it works in relationships, it works in business, it works everywhere. And so this is what we have to understand. This is what I call the value ladder, okay? And so this is what we're doing here inside the five-day lead challenge. We're introducing people into our world here at the bottom of the value ladder. Okay, we're giving them something where the cost is their email address. It's not expensive. Give me an email, I'm gonna give you this thing. And if they get that first framework they get that first one page, they get that first lead magnet and they go through it and they're like, "Oh my gosh, this is amazing. I want more, I want to on a second date." Okay, I want to go to the next step. I want to take the next level. I want to do the next thing with you. Now, also you build this relationship and people come over and over and over. Okay, when I first launched my books and I started giving things away for free it changed my entire business, right? I was doing a lot of stuff before but I gave people this thing that read it they got value and they wanted to go the next thing, the next to the next thing and now we have clients that pay us $50,000, $100,000 a year and beyond because the value we provided at every single step. Okay, so that's what our goal is. Now a couple of things. If you read the Dotcom Secrets book I share like each tier in the value ladder there's different types of funnels associated with them, right? So this bottom tier right here, we call this lead funnels. I think there's three or four that I share in the book. But the one that we're gonna be going through today is the most basic, the most simple, and it's a two-step lead funnel. Okay, lead squeeze funnel, okay? So that's the first one. I list here in the value ladder. Typically we use what I call unboxing funnels. My handwriting's horrible but there's an unboxing funnels, okay? And earlier I told you guys about the One Funnel Away challenge, the One Funnel Away challenge, actually, we spend all the time at this tier in the value ladder. Okay, the sales funnel we build out is a type of unboxing funnel and that's what we do during the One Funnel Away challenge, okay? The next tier up from here is what we call presentation funnels. Presentation funnels. This is where we're selling a little more expensive things. This is doing it like a webinar or doing a product launch funnel, things like that. So there's different types of funnels to sell a higher ticket stuff. In the top tier, this we're selling really expensive stuff. There are different high ticket funnels that we use as well, okay? And so, again, each tier of the value ladder there's different types of funnels we use, okay? But for this training for the five day lead challenge we're spending all of our time focused at this tier of the value ladder, generating leads. Okay, and again, there's a couple types of funnels that we build but the most basic, the most simple one is just the two-step lead funnel, okay? So that's what I'll going to be creating today, okay? This is something that is not complicated, it's not hard, it's not frustrating. You literally can create this today and be done. If you create your lead magnet and your one pager yesterday you've got everything you need to have your funnel completely done, completely finished, and ready to rock and roll, okay? So that's what we're gonna be doing today for your homework assignment is actually building it out inside of ClickFunnels, which is going to be so much fun. I made a whole video showing you the process and walking you through, okay? So, again, that's the first framework I want to teach you guys was the value ladder. Okay, so I'll write value here so you can remember. Here's the value ladder, okay? And, again, if you want to go deep and just get more examples and case studies, Dotcom Secrets book, I share a bunch of different ones, okay? So that's the value ladder. Okay, so now I want to go here. We're gonna talk about this right here. We're gonna talking about the lead funnel. So on day one I kind of told you guys a little bit about the double your dating funnel that I found when I was first getting started. When I was first trying to build a list, right? Where Eben Pagan had the kiss test. It had never been shown yet he was like, "Step one, give your email address I'm going to teach you the kiss test." And then on page two he gave you the kiss test. That was the lead magnet, right? And so prior to that, before like that was one of the first we call it a squeeze page and I will explain why here in a bit. It was the very first squeeze pages I'd ever seen. Now, prior to that, I had learned about list-building and the way that people built lists back then was different, okay? Again, I've been online doing this now for over 18 years which is crazy. So back when I got started in this the game was different, right? It was way harder. This is before Facebook ads, before YouTube, before MySpace, right? When I got started MySpace wasn't a thing yet. In fact, you guys remember what the social network was pre MySpace. Okay, the OGs remember this. It was called Friendster. And we were trying to figure out how to use Friendster to build a lists. But back then it was a little differently. So this is what the internet looked like back then. People would have a website, okay? There's a website here and this is what my doodle of a website looks like, okay? All right, so here's the website. And if you remember this you would go to somebody's website, right? You go to Google or you go to Yahoo or Ask Jeeves or whatever it was back in the day and you go somewhere and shop this website and then what would happen? Do you guys remember this? I'll give you a hit. It was like the most annoying thing on the planet. Okay, you shop this website and like this is awesome. I'm reading a scene and all of a sudden a certain a thing would pop up and they call it what? A pop-up. This pop-up would come up and be like, "Aha." Most of times is like, "Congratulations you won. You're the 1 million visitor to our website, put your email address down below to get a 30% discount." Guys, did ever see these? And so it was like the thing, like put your email address in and click submit and you win. So that was kind of what these popups were, okay? And the people that I knew that I was learning from initially this is how they're making their money. This is how they're building the list. They would go and they would do pop-ups. So you drive traffic your site and they'd get a pop-up, okay. And then people put the email address and they started building a list, okay? It was interesting and then what started happening, I love the history of this. Then, remember, for me, I was like why don't have a website with a bunch of traffic to it? Like how do I... I don't want popups. And so these pop-up advertising networks we could go in and say, "Okay, here's my pop-up." I want it to show up on 1,000 sites or one million sites or whatever you put in how many impressions you wanted. So then somebody would go to random site and because I paid for my pop-up would pop up and it would a pop up like, "Hey, congratulations, thanks for coming to the website put your email address down below for this free report, for this free lead magnet," right? And so while that's what I was doing it was awesome. I was going... I was paying these networks. I was paying money to have my pop-up show up on all these websites around the internet and I started building lists and I was like, "This is so cool." But then what happened, okay? It started getting more annoying 'cause what would happen is that these advertisers would be like, "Well, if I can sell one pop-up for like 30 cents what if I sold three or 10 or 12?" How many of you members you go to website and seen by pop up, pop up, pop up like four or five popups pop up you're like, "What's happening to my computer, I'm just freaking out," right? Internet Explorer is crashing this a whole nightmare, right? And so it got more and more annoying to the point where like Internet Explorer and the browsers we're like, "This is done. Let's just block all popups." And instantly overnight they create these things, called pop-up blockers. They would block all these pop-ups and boom they're gone. Now for those who... Most of you guys were probably in the spot at a time in your life. Like thank heavens the pop-ups are gone but on the other side the marketers like me who were building huge lists of millions of people off these popups start freaking out like our lead source is gone. It just dried up, it disappeared overnight, right? And they're freaking out and we're freaking out like, "What do we do?" Okay, well, all you thought it was the end of the internet as we know it, right? And then there were some really smart people and I don't know who it was initially but someone said, what if we take this model, someone comes to the website and this thing pops up and we get their email address. What if we flip it around? And be like what are you talking about? It's like what if we did this? What if the first thing people see, instead is this page that says, hey, here's the free report, you put in your name and your email address, right? And then they click submit and then it takes them to the actual website, right? That was the premise. And so instead of driving people to the website and having a pop-up we would drive them directly to the pop-up. And I remember people, like this was the debate in all the marketing forums back and they're like, "No, you can't do that." You're an idiot because nobody is actually gonna see your website. And you'd be like, "Yeah, but then I can't get emails. I can't follow up with people and no one is buying. I have to follow up a bunch of times before they're willing to buy and dah, dah, dah, all sorts of stuff like that. And so this was the controversy, okay? And about those time is when a couple people started testing it. One of them was Eben Pagan, okay, the guy who own Double Your Dating. This is where he said, "Okay, let me try this." Boom, give me your email address I'm gonna give you the free kiss test. People put email in, come over here, learn the kiss test, got value and then the bottom of page sold them his ebook. Boom blew up in $20 million business, okay? Then other people started doing, other people start doing and I was like, "Oh my gosh, this actually works." Okay, don't think about the metrics on this, but what happened? Let's say you had 100, actually, let's go this way. Okay, let's say over here let's say you had 100 visitors come to your website, right? 100 visitors come, so a hundred times this pop came up, maybe you got like 20% of the people to put their email address in here, right? See 100% of people saw your website and only 20% joined your list, okay? And then you flip it over here, what would happen is you send those same 100 people to come over here and from here you get anywhere from who knows, let's 20% I guess. So 20% of people give you the email address, right? Then only 20% of people actually ever see your site and see, like, this is not going to work because you got one fifth as much traffic actually sees your site. But what they didn't realize is and this is what made the whole thing work is that these 20% people then gave you their email address, right? Now you have the email address and you can go out here and you can send an email. Okay, so like again 20% will see that. And you send the email to 20% and you remind them about the thing and you send another email and you remind them. And you send another email and you can send three or four emails push people back to this thing and you can follow up with them. And they found at the time, I don't know if the numbers are the same or not but at the time it took someone on average seven times seeing your website before they were willing to buy. So what was happening in the past is you drive, pay for that as soon as come here, pay for them and after seven times of seeing then they buy. We're now happy to pay for them once. They joined your list and you send an email one, two, three, four, and by email seven a huge percentage had bought the thing. But now you have them on your list, right? Now you have them on your list, now what you do with that list, okay? Well, yeah, you have them on your list now you come back to your value. Okay, they're on my list now, you send five, six emails someone bought my very first product. What's the next thing I sell. Oh, I can sell this, oh, I can sell this and all of a sudden they had the ability to now generate their own traffic. They have their own leads. They own traffic now. They didn't always have to go to Facebook or Google or YouTube to buy new leads, right? They own the list. They can say I want to send the list over there and send and they send and boom the list shows up there. I'm going to send over here, boom, and they can just send it to different places, okay? Where is this idea for five day lead challenge of two or three weeks ago. I was like, "I'm going to do this thing, we're gonna put up a squeeze page, right? It's okay opt in to this page. I sent emails to my list and 35,000 of you came and opted in. I didn't pay Zuckerberg for that list, I didn't have to pay. That came because I own that traffic, right? I control, I can send it to different places, okay? And so it changed the dynamics of people's businesses, all right? So you come back here. Yeah, maybe only 20% people give you email address but now it's what I'm saying you follow up, you close a higher percentage and when all is said and done at the end of the day you actually end up making more money, okay? And that was the power. Now the cool thing of the internet. Internet is actually getting cooler since back in the day 'cause now you can have these things called retargeting ads where I can go deep into this but you see this before you can put a retargeting pixel on this page. So someone comes and 20% give you their email address but then 80% leave. So 80% of people leave, right? Like, oh, they're gone. But Facebook and YouTube and Google will allow you follow those people around and keep pushing them back and keep pushing them back till you get a higher percentage of people that can actually come and put their email address in, okay? That's outside of the context we're talking about now but it's pretty cool because retargeting has given the ability to the people who bounce and leave to keep getting them and keep coming back and you push them into your funnels, okay? So that is what a lead squeeze is. We called this a squeeze page because traffic is coming in. You're squeezing their email address out and then you're giving them value. And if they receive value at this step in the tier, right from your lead magnet this is amazing, I want more then they naturally want to ascend up the value ladder, okay? People that came into Double Your Dating, they came for the kiss test, they read this kiss test and like this is amazing, they read down and like what else does this person have? I want more value. I want to go on second date with them, right? And at the end of the end of the kiss test, right? What would I have on offer? And he said, "Okay, well you got the kiss test. I've got this ebook called Double Your Dating for $97. Do you want to buy the ebook?" And they're like, "Heck, yeah." They bought the ebook, boom, right? And people read the ebook like this is amazing, a bunch of cool stuff that happens like cool stuff in the ebook, guess what? I've got a live event where we teach men how to do this in life. Okay, the live is x amount of dollars and can people come to the event. Not everyone, okay, but a big percentage of people who got value of this step want the next step. And the live event is like, "Oh, by the way he's mentioning coaching programs." Boom, push you to the next step. Okay, and that's how this game is played, okay? Now for you all you guys are going to think about it a little differently. What does your business look like? Like what's my value ladder. Like y'all have to kind of figure out what's gonna be 'cause everyone's different, right? I remember when my wife and I first got married I had not had dental insurance for probably five or six years. I got married. My parents cut me off like, "You're an adult now, good luck." So I had no dental insurance, I couldn't afford it. Fast forward like six years later my business is running, I have a couple of employees. My employees come to me and they're like, "Hey, Russell, since I worked for you, can I get benefits?" And I put it in context. I'd never actually had a job before. I was wrestling so I never had a job. So I had a couple of employees and they're like, "Russell, we're gonna have benefits?" I'm like, "What does that mean?" "Like benefits where you pay for stuff for us." So I'm like, "I pay your salary." Like, "No, no like dental insurance and health insurance." And I was like, "Is this is really thing." I'd never heard that before, right? And, yeah, it really is. I'm like, "Okay." So I went and we figured out how to get benefits for our employees and we got dental insurance, right? And so I'm like, "Sweetheart, I haven't seen a dentist in six years, I should go to dentists." And about that time I get in the mail a lead magnet. I got the thing in the mail is a yellow postcard and said, "Hey, there's a new... We're a new dentist in town. If you want you can come into to our office and get a free teeth cleaning." And my wife and I are like, "Sweet we haven't cleaned our teeth in six years outside of her own brushing let's go." Boom, there's a lead magnet, right? Okay, so we call the dentist like, "Hey, we got this big old yellow postcard in the mail and you got a teeth clean?" He's like, "Sure, it's free come on in." So we come on in, right? Boom, I get the lead magnet. The dentist or the hygienist and they're all working on my teeth, cleaning my teeth are providing what? Providing value and like getting my teeth cleaned and do all sorts of stuff. And the dentist comes afterwards looking to like, "Cool your teeth are clean." I just had a question for you like, "Are you a smoker? Do you drink coffee or something?" And I was like, "What?" No, I'm not a smoker. No, I don't drink coffee either." I'm like, "Why would you ask?" And he says, "Oh, well, your teeth are kind of... Just like kind of yellow. I don't know if you noticed because I turned my yellow I assume, maybe you drink coffee or smoke or something." I'm like, "No, I don't do any of that stuff." He's like, "Oh, well, if you want," he is like I can provide you more value. He didn't say that but I can give you a teeth whitening kit where you start whitening your teeth at home that way it goes from yellow back to white. I was like, "Are you kidding me? Yes, please do that." He's like, "Cool let me you a fitting for some teeth whitening kit." He fits my teeth whitening kit I was like, "Thank you so much." And so I get that, right? So he provided more value and I had to pay for that, right? And then while he's doing more stuff he's like, "By the way did you used to have braces when you were young?" I was like, "Yeah, why?" He's like, "Oh, I can tell because your teeth are recrowding and a lot has happened with your braces off over years so your teeth are kind of recrowding. I'm like, "Are you serious?" He's like, "Yeah, they don't look bad but they are definitely like shifting around." And I was like, "Are you kidding me? Well, I don't want crooked teeth, what do I do?" And he's like, "Well, if you want we can build a retainer for you which help keep your teeth in place or we can do invisalign which will help realign." And I was like, "Yes, please," right? And so he did what? He provided more value to me, right? And so he's going through this so by the time he was done I got done with this experience of the dentist, I leave and I write them a check for $2,000 or $3,000. Now am I angry about the experience? No. Why? He brought me in to this thing for free. I got value, I'm like, "This is amazing. I got a free teeth clean, it's amazing." He's like, "Hey, I can provide more value. I can make your teeth whiter." I'm like, "Sweet make them white." He's like, "I can add more value, I keep your teeth straight." I'm like, "Sweet," right? And he could have offered cosmetic dentistry, whatever the thing was, right? But he had his own value ladder. That's how he made money off of me. And then the next day my wife came in she got her teeth cleaned and she left there $2,000 or $3,000 check in the process worked, right? Every business has a value out of it. If you don't have a value ladder yet, you're probably not in a very good business, okay? Your job is if you're like, "What's the process?" Why are you taking people through, okay? Now, again, that's kind of outside the context of the five day challenge 'cause our goal in five day challenge is this, how do we dominate this? How do we get so much value and people are like, "This is amazing, this one page of this framework." It's changed my life. This is awesome. I got this thing, I want more. Okay, like I said in the One Funnel Away challenge, we're starting on Monday we're going to go deep into this. Right, how do you create this sales funnel? So after they receive value, they're already getting... They like have a hole burning of pocket. I want to give you money. Like, "What's the next step?" You can be like, "Oh, here's the next step?" And pushing the next funnel. I wish I could spend like eight hours a day going deep into that but that's what the One Funnel Away challenge is. We're starting on Monday live just like this. So, anyway, does that make sense? So those are the two frameworks I share with yesterday. Okay, the value ladder and the understanding of very basic, very simple two-step lead funnel, okay? One of the most basic types of funnels to generate leads, okay? All right, so I'm gonna show you guys what the game plan is. Now that you have your lead magnet, today's assignment is we're gonna be building out the most basic, most simple funnels. The two-step funnel, okay? On this page in the funnel you are gonna give people your actual lead magnet, okay? The thing you created yesterday you're gonna give it to them. Then come here there is gonna be a big button that says download and they're gonna download your one pager, right? You're gonna tell them thank you. We call this a thank you page. Okay, 'cause it says thank you. Thank you so much for giving me your email address here's where you can download the lead magnet I just promised you. Okay, this is a thank you page. Okay, this page right here is what we call a squeeze page. Okay, squeeze pages are very simple. They're very basic. The most easiest page in the world came. Okay, most of my squeeze pages take me less than five minutes to build. Okay, I built six of them for you that I'm giving you on the one pager. You have a chance to see them in a minute. Okay, basically what a squeeze page is, there's typically a headline, maybe a sub headline, a picture of your one pager and the spot for them to put in their email and click submit. That's it. One of the most simple things in the world. And sometimes like Facebook they want you to have longer pages, okay? If you do just add some more bullet points down below with more context of what they're gonna learn about in your one pager. That's your squeeze page, squeeze page, thank you page. Two pages, most simple funnel on the planet. You can literally create it in five to 10 minutes, okay? And so that's what we're gonna be creating today. It's gonna be a lot of fun. Now, a couple of things, okay? The tool that creates these funnels. If you know me at all, if you've listened to me, anything I've said in the last six years you've probably heard of ClickFunnels. Okay, ClickFunnels is my company. It's the tool that builds funnels. We have over 120,000 active members who use it, okay? A lot of you guys who are here already have ClickFunnels accounts. If you don't yet I'm gonna give you guys a 14 day trial to use it today so you can build out this funnel so you can have your very first lead squeeze funnel, okay? That's number one. Number two, one of my business partners, Jim Edwards, creates some really cool software that we can give you for free today as well. And then when go in here you're gonna take information about who is your dream customer, right? We talked about your dream customer yesterday. Who's your dream customer. He's asked you a whole bunch of questions about that. And then who is my dream customer, what do they care about and you fill out this form. When you fill out the form then there's two or three forms you're gonna fill out, you're filling about your dream customer about things like that. And then you click a button and what it's going to do is it's actually gonna write all these things. It's gonna to write the headlines, it gonna can write the sub headlines, correct? All these different bullet points. It's gonna write the copy that goes right here. It's gonna write all that stuff for you. You fill out the form and you click submit and writes it all for you then you literally just copy it and paste it. Copy, paste, copy, paste, copy, paste and now you've got a funnel that's set up and ready to convert people and they show up. Okay, this is called copy. The words on the page is called copy. Copy is something that gets people to do something you're gonna to do. And you can guess and try to write good copy but the software has been built for you is gonna make this copy super easy deal, it's high converting. It took the best headlines from all time. Like over the last like 100 years from the best highest converting headlines and reverse engineer in the software. So you tell them your product it'll pop out like here's a hundred headlines based on the highest converting headlines in the history of the world. And you take those and say, "Oh, this will actually go to my landing page and you can tweak it around, you can change them but it's powerful, okay? You don't have to guess and think like what's gonna work. Like the software is gonna write a copy that's gonna work for you out the gate. And we're giving that to you for free for being here. So that's a gift we wanted to give you guys 'cause it's gonna make this process simpler, okay? And so today's assignment, like I said, if yesterday if you did your assignment it means you already have, oops, you already have the lead magnet done. So today we're gonna build the two pages, we're gonna put the plug the copy in, we're gonna plug the lead magnet on the download button and then you're gonna be finished, okay? It shouldn't take that long. If it's your first time on ClickFunnels it might take you a little bit of time but there's a video of me walking through every single step of the process and it's not gonna be hard. Okay, tomorrow what we're gonna be doing is, after somebody gives you their email address, right? Now we have these emails that go out, right? The question is what do we say on these emails, okay? There's actually six emails we sent out initially, okay? Six emails to build relationship people and get them to buy to your next thing in your value ladder. Okay, so tomorrow I have a special guest, Jada Golden, who's gonna be coming and talking about what to send in those six emails. We also built software for you where you fill in the form, you click the button and it'll pre-write these six emails for you and then you plug those into ClickFunnels. That's happening tomorrow. It's gonna be really, really cool but for today this what we're doing on these two pages, okay? All right, I'm gonna have my team pull the one pager. So on my screen here this is the one pager I'm gonna give you guys today. We love one pages, they're the most exciting thing in the world. Number one you notice the very top it here it says... Scroll back up to the very top. It says your next challenge is you choose except to start sitting one phone, wait 30 day challenge. If you want to join the live challenge that starts Monday, okay, this is the 30 day challenge. We're gonna go through and build out your actual sales funnel. The second tier in the value ladder, click on that button and sign up. It is not... The 5 Day Challenge has been free, the One Funnel Away challenge is $100, okay? So if you want to go the next step with me, if you receive value here so far and like I want to go next to your Russell's value ladder to figure out how to build out my next and my value ladder click on that link and join the challenge. Okay, you don't have to but that's there if you're looking for it, okay? This video right here now, this is a 32 minute video of me teaching and showing the actual tactics. Okay, this is me literally going to ClickFunnels and doing it and then going to Jim's software and doing it. So you'll see me at my house hanging out with you doing your assignments. You have like, "How does work, I'm confused" Watch the video, I do the assignment with you. Just pause it copy me, play, pause, play, pause, and just do it with me, okay? As scroll down here and see what the landing page looks like we're gonna be building here. Here you get your ClickFunnels 14 day trial. Here's where you get the funnel scripts light tool that's going to write all the copy for you. And then these are six different templates I built out for you, okay? So there's six landing page templates that are amazing. This first right here, this is the landing page template. It has been the highest converting one for me. I will show you in the video but literally that template there over the last year has got me over 250,000 leads and I gave you that one as well. A bunch of other really cool ones are there so you can pick one of those six templates you want to use. You click on the button it copies into your ClickFunnels account and you can edit it. Okay, so there were three quick little video of me and Jim, you click on that video, it'll take you to a page. It gives you the software, it shows you how to use it. You're gonna fill in that software, click in the blanks, click submit and write all the copy for you, okay? Let's go back to the one pager. Oh, we just lost it. So, again, the software you filled out it'll write it all the copy and we can get back to the one pager here hopefully. He calls the back buttons. We can it get back. There we go. Oh, open a new window there you go. Okay, then you take the copy from Jim's software, you can plug it into the ClickFunnels page and then just go through. Basically, you go through the to-do list. After you finished the do list everything would be done. Oh, September 3rd, other cool thing is, remember I told you here typically I have a picture of my ecover for the thing that the lead magnet they're getting. Okay, if you want inside a one page is actually a really cool tool that will build you out. and actually ecover. You fill in some blanks, click the buttons and boom it creates an ecover that you can then put on your squeeze page here or else I give you two other resources of places you can get your covers design. Okay, I'm not a designer. I don't know how to design things so you can either create it for free inside of one pager or you can use some of the other resources like one is called Funnel Rolodex. Funnel Rolodex is a marketplace of funnel builders and designers who can design these things for you. Okay, if you're like I don't want to do a funnel, Russell, I'm scared to death you go to funnel Rolodex and there's, again, programmers designers you can hire to build your funnels for you. There's always people can do the ecover for you there as well. Okay, there's other resources as well but all of the stuff's on the one pager. This is our gifts use of scroll, go back to the top and getting rid of... Get the one pager. The first thing is, watch this video. It's gonna show the assignment and then go through the assignment. By the time you're done you'll have your lead funnel done and ready to rock and roll, okay? These two pieces will be done and you'll be prepared for tomorrow 'cause tomorrow we're going to be building out the email sequence plugging it in. And when that's done, then Friday we're gonna be dumping tons of traffic into this thing and your first set of leads will be coming through and it's gonna be fun. So with that said my team is gonna put the link down below. This link it say one pager, okay? Get in fivedayleadchallenge.com/clickfunnels. That is going to take you directly. It'll automatically take you this page save the page and now you have it inside your one pager your account and you can go to the homework assignment and all the other things involved. That's like fun you guys. I'm having so much fun of these. I hope you guys are enjoying today's training and all of these trainings so far. I'm super grateful. First off to have the platform be able to share this with you guys. Like I said, it means the world to me watching you guys have the aha moments like for the very first time. I still remember experiencing a lot of these ahas myself and I love giving them to you. It's hopefully, as my aha moments and now it's just doing the actual work and works that hard luckily. Okay, we started the most simple funnel a two-step funnel. It's very simple, it's very easy. I give you templates, we give you software and we will will write copy. We give you software to build out the ecovers, all the things you need. Again, it's all on one pager down below. So go to fivedayleadchallenge.com/clickfunnels. It'll take you to this one pager, save in your account, watch the video, do the assignment, and then we'll be meeting back here tomorrow. Same time, same place. And then your email sequences is written out and plugged in and we're one step closer to the finish line. So that's it, guys. Thanks, again, so much. Get the one pager down below and I will see you guys tomorrow. Bye, everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

This is day 2 of the 5 Day Lead Challenge. If you want to watch the video of this episode or download the OnePager, go to 5dayleadchallenge.com. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- What's up, everybody. Welcome back to the Marketing Secrets podcast. I hope you enjoyed our last episode, which was day number one of the Five Day Lead Challenge. Today, we are moving into day number two. And again, this is a recording from a live event I did that you can go and get the actual videos if you want to see them, you can download the one pagers and get the homework assignments all those things for free. All you do is go to fivedayleadchallenge.com. You can get those things. I'm going to play day number two for you right now. And day number two is all about creating your lead magnet. What is the thing you can create that's going to get people to come from Facebook, or Google, or YouTube, or Instagram, or whatever, and actually give you their email address. And the better your lead magnet is the more people will give you their email address. So we're talking about how to create good lead magnets, what they look like. And then I'm actually going to be talking about one of my favorite software tools, second only to click funnels, and it's called one pager. One pager is how I create most of my lead magnets as you guys have probably seen. Again, there'll be parts of this that I'll be demoing stuff on a screen that you won't be able to see here on the audio podcast. But if you want to go see the video version and get the one pager, and the homework, and assignments, and things like that. Again, all you got to do is go to fivedayleadchallenge.com. So that said, I hope you guys enjoyed day number two, Creating Your Lead Magnet. Welcome back to day number two of the 5 Day Lead Challenge. Are you guys half as excited as I am? I'm not gonna lie of all the five days, this is the one that I've been looking forward to the most the teaching, the coaching and walking guys through, this one is gonna be so much fun. And so I'm pumped to see all you guys, thank you so much for hanging out with us today. Hopefully, you all had a chance yesterday to watch day number one. Day number one, the goal of that was to kinda give you guys a broad overview of this is what the process is, what the system is, what the frameworks look like, and today we're actually gotta get our hands dirty and start building something which is exciting. And so I'm pumped to be here with you guys. Thank you so much for hanging out with us, thank you for everybody who's been sharing these videos. I think before he pulled up, there was like almost 300 people that shared the videos already on social, these lives, thank you for sharing it. If you know anybody else who should be here, please tag them in the comments down below, and that way we can get more people coming and hanging out for this. Like I told you guys yesterday, over 35,000 of you guys registered to be part of this. We had over 11,000 people on live yesterday between Zoom and Facebook and YouTube, and then over 9,000 of you guys watched the replays, so this is amazing. This is like such a huge honor for me. So today's the day, like I said though, I'm most excited for. Today we're gonna be going into actually creating your lead magnet, your one pager and it's gonna be a lot of fun. But before I get too deep into that, I spent time yesterday looking through all of the tens of thousands of comments and questions, I also talked to a lot of you guys who were on and who had questions and stuff like that. So I wanna do a couple of things just kinda help and make sure that we're bridging this gap before I dive deep into the fun stuff I've got prepared for you guys today. Does that sound good? Okay, so the first thing I wanted to do, a lot of people, especially people who're kinda in different types of businesses were asking me about like how does this work Russell? Like I understand I need leads for my business. You talked about email list, you build a big list, you can send emails to but like, how does this work for my specific business? And so I wrote down a couple of different ones I wanted to kinda give some case studies and examples for, okay. So the first one I talk about, this is for like a traditional business. It's like a brick and mortar company. So I got a couple of good examples of this. One of them, one of my friends actually told me this story, he lives down in Florida and he is a guy who is like me, builds big email lists and stuff. And one night he went to order pizza, this is pre-COVID stuff, so you could still go and hang out and eat with people. And he goes to the pizza place and he sits down and he's waiting for the pizza guy to finish cooking his pizza and give it to him. And it's the local shop, so it's not like a big chain, it's just like a local dude who has got a pizza shop and having a lot of fun. And he starts asking my buddy like, "So what do you do for a living?" And he's like, "Oh, I'm an internet nerd, and this is what I do." And the guy was like, "Well, how do what you do work for me? Like I don't understand, I'm a pizza place. How do I use the internet, like how does actually work for me?" And so my friend came back to him and said, "Okay, well, let's do an experiment." He said, "Right now how are you getting leads? How do you get new people coming into the store?" And he said, "Well, word of mouth, we've got a yellow page ad, we were in some newspaper ads." They had some things they were using to drive leads in. And he said, "Okay, what I want you to do for the next 30 days, is we're gonna do an experiment. Okay, so for the next 30 days, when people come into your store is I want you to give them a lead magnet." He's like, "What's a lead magnet?" He said, "Well, in your case, a lead magnet for your pizza place is give people say, if you give me your email address I'm gonna give you a free topping, I'm gonna give you a free drink or something." And he's like, "Find something you can give them in exchange for their contact information." And the guy is like, "Okay, what am I gonna do with this like just right now for 30 days just get their contact information, I'll come back in 30 days and I'll show you step two in the plan." So the guy is like, "All right." So he put up a little sign that said, "Give me your email address, put your business card in here and we'll give you a free," I can't remember, "Free topping or something." And so the guy did that for 30 days. And at the end of 30 days, my friend came back to his place and the time he had 600 email addresses that got collected in the last 30 days. And my friend said, "Okay, now I'm gonna show you the next step in this process. These people came in, these are all leads, but these leads, we're gonna put them into an email list. Okay, we've got 600 leads." So he took them, he went and he set them into an email list. And we'll talk about how to do this actually on day number four. But he uploaded all these leads to an email list, and he said, "Why don't you use every single day at four o'clock, when people are still at work, they'll be getting ready to think like, "What's my dinner plans?" And he's like, "I want you to send them an email. And all the email is gonna say is, "Hey, it's four o'clock. and a lot of you guys are thinking about what you're gonna have for dinner, if you want, I can have a pizza ready for you in the next hour. Just call this number right here and I will have your pizza ready and you can come drive by and pick it up on your way home." So that's what he told him and said, "Every single day at four o'clock send that same email. You can tweak it if you want, but just regardless, send out the same email every single day." So the guy was like, "Okay, I'm gonna do that." And then my friend said, "I wanna test something though," and he's like, "I need you to set two phone numbers, it's gonna show you like, how much more valuable this is and all the other advertising you're doing." And the guy said, "Okay." So he had all the other advertising would go to one phone number. So the yellow pages, the radio ads, the newspaper, everything would go to one phone number. Then the email list went to a separate phone number, and I want you to track over the next 30 days, every day send out this email, and then I want you to see how many leads or how many customers came in from your email list versus all the other types of advertising you're doing. So then, okay, so he did that and he starts sending emails once every single day, every single day, four o'clock, send the same email send the same email, the guy didn't even edit the email. He just like copied and pasted it every single day. And after 30 days my friend came back and said, "Okay, what are the stats?" And the guy said, "It's crazy." He said, "My company has been so busy." He's like, "My best customers keep coming back." Before they'd come once or twice a quarter. Now, they come back once or twice a week to buy from me 'cause I'm putting these messages out in front of them. He said, "I did the math." He said, "Right now for every one phone call I'm getting from all my other advertising efforts, I'm getting four phone calls from my email list." And that's the power of it. So that's how it works for traditional local business. I had another friend who runs a gym. And he was actually my trainer for a couple of years and we're hanging out and we were lifting weights and he was telling me how to do stuff. And he's like, "So how would your internet stuff work for someone like me, I've got a gym?" I was like, "You know what?" And he was like "My Facebook ads, how's it gonna work?" I'm like, "Well, you can do that but let's go with the low hanging fruit." I'm like, "Do you have a list?" He's like, "What's a list?" I'm like, "Okay, do you have any leads?" He's like, "Kind of, not really." I said, "Okay, well, do you have dead files?" He's like, "What's a dead file?" I'm like, "A dead file is someone who came into your business at one point and that you have their contact information. They either trained with you, they didn't and they left, but you have their contact information, their email, right?" He's like, "Oh yeah, I've got tons. I have a whole filing cabinet full of those." I said, "Okay, this weekend, we're you to grab all those and put them all on an Excel sheet like the name and email address of all the people. And on Monday, I'm gonna show you guys the magic trick. I'm gonna show you magic trick." He's like, "Okay." So that weekend he went through his dead files, he put everyone's name, email on the list. He came back and on Monday I was like, "Well, how many do you have?" He said, "I had a little over 300 people." I said, "Okay, let me show you a magic trick. I'm gonna fill up your gym completely off nothing but your dead files." And he's like, "How does that work?" I said, "Watch this." So I took his 300 names, we put them in email list and I sent an email to that list. I said something, it was towards the new year. I said, I think the subject line I tried to get it, he wouldn't let me do this. But subject line was, "Are you fat again?" He was like, "I think it's gonna offend some people." I'm like, "Okay." We wrote an email basically saying, "Hey, one time you came in the gym, but you're no longer here. Right now, we got a special offer where you can come in like do free training session and blah, blah, blah, blah, blah." He sent the email to just the dead files. The 300 some people who come in at one point. From that, he got 60 new clients to call him on the phone, come in and do a session and completely filled up his gym. And I came back to him like two or three weeks later, I was like, "Hey, ready for step two." He was like, "No, he's like, my gym's filled. There's nothing else like all my sessions are filled. I can't do anything else." All from just an email list. Can we just understand this is the power of your traditional business, how these email lists work. Oh, just to get the wheels spinning 'cause everyone's like, "Oh, I don't wanna a pizza place, Russell. Or I don't run. I don't run a gym. This works in any business. We had a girl that used to live by us. And I think she was 14 and 15 years old. And she was a babysitter. And I don't know about you guys, but for me it's like every weekend, it's like, "Oh, I want to go dance with my wife and I need to call a babysitter." And like all these things, it's like, ha, so frustrating. So we found this one babysitter, she was awesome. But the problem was she was in high demand. So like, and I didn't know why at the time it was like we'd get her one time and it would be hard to get her back and forth. And then one day when she started doing it was crazy, every Friday at about noon we would get a text message. This text message went out to us and probably 10 or 15 other families who she used, who would babysit. And she would text, excuse me. She said, "Hey, this is so-and-so." Excuse me she said, "I'm open to babysit tonight and tomorrow night, if you're interested text me back, first come first serve." And I get that text every Friday at like noon. And as soon as I came in, I'm like, "Oh." And I try to reserve my time. And she was booked up every Friday, every Saturday she had babysitting lined up every single week for the first, like it was insane because she had this list of five or six families, 10 families, whatever it was that she babysat for. And every week she sent the message out reminding them like, "Hey, I can babysit tonight." We're like, "Oh, thank heaven, I'm not gonna call a babysitter. I can like, this is great." And like that fast, she fill up her schedule just from her tiny email list of like 15, 20 people. So that's kind of how this process works. Oh, I'm gonna show you guys an example. Another one, a lot of people are like, "Well, I'm a network marketer, I'm a network marketer. How does this work for me?" So network marketers, a lot of times people in network marketing or affiliate marketing like this doesn't work because I don't have my own product, Russell. I don't have my own frameworks, I don't have these things. And I'm gonna show you guys about frameworks a lot today. But just think, for example, let's just say one of the network marketing companies I'm really familiar with is Proven. I do a lot of work with those guys and Proven is a product that helps people get their body in ketosis. So it's like, what if let's say that that's your product? That's the result that your company offers. So like what if you went and created a lead magnet it's gonna show that here's my number one recipe and how to get my number one keto recipe or here's 12 ways to get in keto faster or whatever. You make a lead magnet like that and you start driving traffic. I'm gonna show you guys here and you get a list of 10, 50, 100 people, 500 people, who are all downloaded your one-pager, your lead magnet, about how to get your body in ketosis or whatever it is. And now if the product you sell, is it something that's related to getting people in ketosis. Now, you can send emails to that list and say, "Hey, we have a special promotion happening. Hey, we have a sample going on. Hey, we have this thing." And you send emails lists to get people excited. This works in any company. I think about doTERRA is another company. doTERRA Essential Oils. What if I made a one page or a lead magnet? It's like, "Hey, here's six essential oils to help build up your immunity during COVID-19." That becomes a lead magnet. I send out, people start opting in and building this list of people who are learning essential oils. Now, I've got a list of my dream customers. Now, you send emails, getting them to sign up and become a distributor underneath me. See how this works like there's so many use cases and so many ways. Again, you'll see more ways to here in a minute. E-commerce, let's say you're e-commerce, so you're like, "Hey, I'm an e-commerce, Russell. I don't understand this whole list building thing." Well, let's just say, let's pick your e-commerce store, let's say you are selling camping stuff. So let's say e-com and your market is camping. So let's say I sell camping gear. I sell tents, I sell, I don't know, mess kits, I sell camping stuff. I don't even know what camping people do. I'm not a camper. But let's say I've got those camping e-com store. What if I make a lead magnet that's like, "Hey, the six best places in the United States to go camping or the five things you must have to be able to go camping." And sleep , talking about camping stuff. My dream customers, people interest in camping buy that or excuse me, opt-in to give me the email address. I build a list of 1,000, 2,000, 5,000 people interested in camping. And now it's the emails like, "Oh, by the way, have you seen my new camping thing, have you seen this, have you seen this?" And you can sell them the products in your store. So again, it works for every business. You have to kind of think a little bit about how to bridge that gap for yourself so hopefully some of those examples will get the wheels in your head spinning. I just wanted to start that way 'cause I know some of you guys a lot of people were like, "This is awesome, Russell. That's not gonna work for my specific business." It works for every business. I promise you that. If your business needs leads, it'll work for it. You just got to think outside the box. Like what is the lead magnet I have it's going to get my dream customers to come to me. So that's the first thing I want to share to kind of bridge the gap. Now with that, we'll start diving into the frameworks I wanna share with you guys today. Are you guys ready for this? We're gonna go, I think I got three frameworks I'm gonna go deep into that I'm excited to share with you guys. Anyway, I think you're gonna love them. So the first thing I want to start with, I kind of touched upon this yesterday, but I wanna go a lot deeper in it. So every single business, I don't care what business you're in. The first thing you have to ask yourself, step number one it's always figuring out who. Who is your dream customer? Who is the person that you've been called to serve? A lot of these people are like, "Oh, businesses is business." Like no, no, no. Businesses are all about serving certain group of clients. My business, I'm obsessed with helping entrepreneurs. So my dream clients are entrepreneurs, people who are starting their own businesses. People who want to change the world. That's my dream client. I have a very clear picture of who that person is. So my first question for you is, who is your dream client? Not like who's the random person who sees your ad and comes into the door. Who is your dream client? Who is the person that if you could work with them all day long, you do it for free because you love that person so much. That's what you gotta be thinking through. Who is your dream client? That's the first step in here. And you have to become crystal clear on who that person is. If you don't know who they are it gets really hard to attract them. If I'm like, "Oh, I'm just trying to get customers. I don't know." If you do that, you're gonna attract random people off the street. But if you know exactly who you are looking for, it gets really easy to attract that person. And I could go on for days. In fact, if you read the "DotCom Secrets" book, the very first section, I talk a lot about this. Like who's your dream customer, you gotta figure out who that person is. So that's the first step, who's my dream customer. The second thing it says that every business is in the job, I don't care what business you're in, your goal is to figure out who your dream customer and then get that person a certain result. Like that's the goal. So I don't know who is. And the second question is, here's this big journey they're going on up the mountain. And the second thing is what is the result that I am getting for them. Now, in most businesses there's a lot of different types of results. Right now I think like what's a certain result that you can get for your dream customer. So think about, it's like let's say your dentist. So my dream client are people local area who want straight teeth, that's my dream client. What's the result I get for them? I help them get straight, clean white, beautiful teeth. That's the result I get somebody. If you are a masseuse, who's your dream client? It's somebody who's trying to get in good shape, someone who's trying to get their body in shape and things like that. There's your dream client. What's the result you're getting for them? I'm getting out of pain, helping them to be more relaxed and help do whatever the thing is. There's a result I have for them. If you are any business, like for example, right now before I started this whole 5 Day Challenge, my question was who are my dream clients? My dream clients, people are trying to figure out how in the world to get leads for their business. What's the result I wanna get people? I want to show them exactly how to build out a lead magnet, a squeeze page funnel, and drive traffic so they can start getting leads, like that's the result I wanted to give people when they started on this path. So for you those are the two first questions, who's your dream client? And what is the major result you're trying to get for them? And now you stop for a second, say, "Okay, that's the major result I want to try to get for somebody." So then the question is, what is the step-by-step process to get them the result? You've been on this path before. You've already gotten this result. If you haven't gotten this result, you're not in the business of getting people that result. That way if you haven't achieved the thing you're trying to promise people you're going to help them with, you shouldn't be in that business. So if you're trying to help them get result means you've already gotten that result for yourself. So the question then is, well, what were the steps for you to get the result? What was the first thing you had to do to get towards that result? What was the second thing you did? What was the third thing you did? What was the fourth thing you did? What was the fifth thing you did? What were all the steps you did to get that result? So think for a second, what were the things? Here's a 5 Day Lead Challenge, guess what my results were? For number one I had to create a lead magnet. Number two, after lead magnet I created a lead funnel. After lead funnel I had to create an email sequence to build a relationship with the list. I thought I'd launched my funnel, get traffic coming in. And then so these were the steps I had to do to get leads into my business. So before I did this whole training I sat down saying "What's the framework I need to teach people? What are the step-by-step process that I have to show people to do to get the same result that I got." So I take those step-by-step things and I create what I call a framework. And a framework is just the step-by-step process. In framework say step number one, you do this. Set number two, you do this. Step three, four, five, six. And like I walk some people through the actual framework. You call it a framework we call it the recipe. Like this is the recipe. If my results to make a cake, what's the first step making cake. What's the second, what's the third, what's the four? It's not difficult to make a cake when you've got the recipe. Your job as a business is to help people. Your basically you're creating a recipe to get your dream customer a certain result. That's all it is. Every business, I don't care what business you're in. You offer people result and you have some kind of framework, some kind of proprietary framework or recipe or process or something you take somebody through to get the result. That framework, that process is what I'm gonna call your framework, like I call them a framework. But it's a framework. It's a step-by-step process. This is the thing that becomes your lead magnet. And I'll go deeper 'cause people are like, "Well, what?" I do a lot of results, what's the right one? I'll show you guys that here in a few minutes but this is the first key is the framework. As I do in notes here today, I was mapping out some businesses I wanted to share examples for anyone, 'cause again, people always like how's this work for my specific business? So here's a framework. So let's just say your dentist. Your dentist, your dream client is somebody who's trying to get straight white teeth. That's the result they want. So what's step-by-step process? Step number one, you've got to brush your teeth twice a day, morning, night. Step number two, you've got to floss. Step number three, you've got to use mouthwash. Step number four, you gotta use teeth whiter. Step number five, you gotta come to the dentist. Step number six, and you have a step-by-step process to get in that result. So if you're a dentist that's the framework. That becomes the lead magnet to get somebody to come in. Let's say you are selling a ketogenic diet or you're network marketing program is selling ketogenic things. So let's say your dream clients are people trying to lose weight. You lost weight, how'd you do it? Here's a step-by-step process I used to lose weight on the keto diet or the paleo diet or the whatever you're thing is. Here's my step-by-step process. That becomes the framework now that you're going to share with people. Oh, I was going to show you some examples. So some of the products I've created throughout the years. My very first product ever created somebody hasn't heard about this one was my how to make potato gun. All this was me saying, who's my dream clients? Somebody who wants to make a potato gun. What's the result? I'm going to use my potato gun. How to make potato gun? What's the step-by-step process? Step number one, you got to go to Home Depot and buy the pipe. Step number two, you got to cut the pipes to slice. Step number three, you got to get the glue. Step number four, and basically I wrote here's the framework of the step-by-step process to create a potato gun. I sat there with a video camera and I recorded myself teaching step one, two, three, four, but this was just a framework of how I made a potato gun. That's it and that became a product I could then sell or I could use as a lead magnet or I could use for a coaching program, whatever it is. But this framework is a step-by-step process to get a certain result. There's the result. Let's see, if you've read any of my books, all my books, these t's like "Dotcom Secrets" are all the frameworks of all the sales funnels, how to build sales funnels. Expert secrets is the frameworks on how you tell the stories to convert people inside your funnels. Traffic secrets are my frameworks to get traffic. If you look at one of my books, "Network Marketing Secrets." These are all my frameworks. If my dream client's a network marketer, the result is how to use funnels to get leads for network marketing. This book was my step-by-step framework to be able to do that. "30 Days", this is one of our products called 30days.com. And what I did is I interviewed 30 people and I asked them this question, I said, okay let's say you're going to a brand new complete newbie. Somebody who didn't know anything. So there's my who. And their goal is how did I build a business in 30 days using nothing but ClickFunnels? What would I do? And I had 30 people write a chapter saying, "Okay, well this is what I would do. My step would be step one, two, three, four and this is the process I would go through to get that result. I have 30 different people each write a chapter in here, telling me what their step-by-step result would be to help somebody who's brand new to the launch funnel inside of ClickFunnels in 30 days. I took all these, put them into a book and became a product. I could take one chapter out of this and that chapter could be lead magnet. Like let me show you how Liz Benny, her 30 day plan to go from beginner to startup. However, give me your email address, I'm going to give you Liz Benny's plan. I think one of those out in that framework is something that can become lead magnet. All right. So what a framework is. Does that make sense, you guys? And so all you guys have frameworks Everything we use has a framework. So I wanna start thinking like what are your frameworks? What could your frameworks be? 'Cause everyone's got them. So let me start thinking through that. And I'm going to show you guys in a minute how to pick the right framework 'cause my guess is you have more than one. Mostly guys have more than one result. You can get somebody. But the key there is you're creating a framework. Now, one thing that I'm excited for today you guys will learn about in your homework is how do you make that framework tangible? A lot of us have a framework. Oh, I have a process, how do I turn that into a lead magnet? How do I make it a tangible thing? How many of you yesterday downloaded the one pager I gave you? The one pager is my new favorite tool. As you can tell, I'm obsessed with. Every day of this challenge, you are getting a one pager and then I'm giving you a bonus one this weekend I created two. The one pager literally all it is is it's taking this framework you created and it's making it tangible. It's tangible where somebody could actually take it. They can give you their email address, you can give them something. So one pager is a way to take your framework and then turn it into something you can give people. And again, your homework summit tonight is gonna a chance to actually take your framework and you're gonna build out one page or so. When it's done, you've got this amazing one pager here where it's got your entire framework built out. Like I said you guys got one yesterday. One of my one-pagers yesterday is an example. I'm gonna give you another one today and you'll see it as an example of an actual framework. In fact, back in the house, guys let's pull up the framework for today. So this is the framework I'm gonna be giving you guys tonight for your homework and I'm not gonna go through it now. But if you scroll down really, really quickly, this is basically thinking day two's framework the step-by-step process and it's all in here. So I took my framework and I made it tangible by turning to one pager. Now, I'm gonna give all you guys. So my goal for you guys is the same kind of thing, is you're gonna take this framework you're creating or make it tangible by turning into a one pager then you can give somebody when they give you their email address. All right. One other thing. Oh yeah. One other thing as well as we're talking about frameworks, this is happening more than I think most of you guys realize, more than I realize. And it's, I want you guys to see it. If you watch the way that I teach or the way the products I sell, the things I'm doing all the time, they're always frameworks. Everything I'm doing is a framework and "Dotcom Secrets there's probably 30 different frameworks I share. Expert secrets is probably 22 different frameworks. Travel secrets is like 40 frameworks. They're just different frameworks I'm teaching people and they're all in there. How many guys know what's these right here? This is the manual for Unleash the Power Within. So this is interesting. So 10 years ago I went to Unleash the Power Within, Tony Robbins event, actually probably 12 years ago now. First time I met him in person was in this event was really, really cool. And as I went through this four day event I remember just being blown away. I was like, "This is the most amazing thing in the world." Like, I don't know how Tony does this. How's he gonna stay for 50 hours straight without any notes and teach all of this kind of stuff. And like has these trans these things where he's transforming people's lives like was just the most amazing thing. I felt like almost like "The Wizard of Oz." Like how is he doing this? I have no idea how he's making this whole thing happen. It was so cool to see. And so that was kind of the thing. And then 10 years later, 12 years later, UPW went virtual, And so I wanted my kids to experience this so we signed up, my wife, my kids, we all did together. We got the workbooks and we sat down and Tony got onstage. Virtual stage, day number one, he started teaching. And as he was teaching, really quickly, I was looking at his whole teaching through a different lens than I typically did. In the past, 10, 12 years ago, the first time with UPW I was just like, "This is amazing. I don't really see what happening." Now, 12 years later I've had enough experience. I was like, "I want to study not so much what he's teaching, but how he's teaching. Like, what's his process? Like how does this actually work? And day one, he started teaching and all of a sudden he started teaching and he broke out his very first framework and he start teaching his very first framework. There was a result he was trying to teach us and he walked us through his first framework. And I was like, "Interesting." So what I did is I opened up my notebook and the very first page here I wrote down the framework. The framework was called three levels of mastery. The result that Tony was trying to get everybody at UPW is let me show you how to master something, how to gain mastery. He said there's three steps to it. Step number one is this, step number two is, and step number three is this. He spent like 45 minutes teaching three levels of mastery. And I was like, "Cool." And then he all of a sudden, he went to the next framework. He said, "Okay, next framework." He didn't say it this way. Next thing is the three mandates of leadership. I'm gonna teach you guys the result, how to become a leader. He said there's three mandates of leadership. Step number one is this, step two is this, step three is this and he went on. I wrote down that. There's a second frame he taught three mandates of leadership. And all of a sudden Tony went from there to the next one. He said, "Okay, I'll teach you guys my success cycle." Boom the result, how to be successful. Here's the step-by-step process for the success cycle. And then he went on the next one and it was the three decisions that changed your life. He said, "Here's the result, I'm going to show you guys how to change your life." Here's the three decisions, boom, boom, boom. Then he went, the three patterns of focus and meaning. How to change the meaning in your life. How to change your meaning, you change the meaning change life. Here's the three patterns of focus. And then the two primary fears. You're struggling, you have these fears. Here's your primary fear, how to break them. Number three, the three ways to grow a business, boom, boom, boom. The two ways to master skills, the three forces of creation, the three chunks of practical psychology. The three things that cause suffering, the tried, the three molders of meaning and then the six human needs. And I watched it. That was day one, one, two, three, four, five, six, seven, eight, nine, 10, 11, 12, 13, 13. So day number one at UPW, Tony went through 13 different frameworks. This is how Tony is able to get up and speak for 50 hours without notes. He's like, "I have my frameworks, I know what they are and I'm just gonna go through them in order." Step number one, I'm gonna teach you guys the three levels of mastery. Step number two, the three mandates of leadership. Step number three, the success cycle and on, and on, boom. That was day number one, UPW. Day number two, he had a whole another set of frameworks. Day number three, a whole another set of frameworks. Day number four, a whole another set. All you guys have frameworks to do the thing that you do. You just didn't know what it was. First time I watched Tony speak I was so mesmerized. I didn't understand and all of a sudden, the second time I felt like it was like "The Wizard of Oz." Like I saw the guy behind the curtain like, "Oh, he's just he's got a whole bunch of frameworks that are amazing and he's teaching them like that that's the secret." A lot of guys like "No, I think people see things, no you don't." You went to dental school and somebody taught you a result. You learned the skill set and you came back and now you follow the step-by-step framework to get people's teeth cleaned or you're an orthodontist and you know how to get the results like get people see straight. That's what I do, no, no. All you did is you went to college, you learned a framework, you came back and now you apply that framework to get people see straight. Every business you're in that's all it is. You have a dream customer, they want a result. You know how to give them that result. You went through the process, you paid the price. At one point you did it either through school or through learning for somewhere. Somehow you learn that thing and now you're helping through the process. That's it, that's the game, you guys. You have to understand that you have these frameworks. And so that is the key to building out lead magnets is the key to creating products, is the key to creating services, is the key to creating everything is understanding that you have frameworks and start looking for them. So I to show you that 'cause I want you to see like that's what everyone's doing, that's what I'm doing, that's what Tony's doing, we have our frameworks we teach them, we show them. So my frameworks come in training like this So I take my frameworks I develop them into software. Some people create framework, they turn those frameworks into supplements. Here's the supplements to take, to get the result I want. Some people doing the coaching, we do consulting Some people do with actual physical products like every single business is that. Think about a restaurant, what's the result in the restaurant? My dream client, somebody's hungry, I'm going to feed them this food. They're gonna feel happy. What's the step-by-step process? They come in, we feed them this, we do this, we take it. And here's the process we go through. So all you guys have frameworks. The value you have is your frameworks. So when you start thinking through that through a different lens and somebody's like I don't have frameworks yet. I promise you do. You just haven't started identifying. This is your job to start breaking down like what are my frameworks? What are the things I know how to do? When I create my potato gun DVD I didn't know it was a framework. I just knew how to build a potato gun. So I made a product teaching it. Looking back I was like, "Oh." I built the frame. I built a potato gun so I had a result. I just wanted to replicate so I walked into the process now everyone can build a potato gun. There's a recipe it's really simple to do. All right. So this is the key. You guys understand that? So next question is like Tony had 13 different results and frameworks for day one. Like what's what frameworks should I be using? That's the big question. So let me come back. And so what I want to talk about is there's this path of you taking your dream customer on a journey and there's different results you can give somebody. There's like big results. Like if you look at my mission, my mission is to help entrepreneurs like you to grow their companies through sales funnels. That's the big result. Like that's the ultimate result I want to get for somebody. There's a lot of sub results underneath that. And so what I did the other day I was kind of mapping this out as I was preparing to teach you, how do you break this down in a way it's simple for people? So think about like for you with your clients, there's the ultimate result. So this is the thing, ultimate result. So for me my ultimate result is gonna help you grow your company through sales funnels. The problem typically with an ultimate result it's a big goal, it's awesome. But guess what? It's typically not a very sexy hook. If I was like, "I'm gonna teach you guys how to grow your company with sales funnels." Like, "Is that hook good?" It's like, "Oh, it's okay but it's not like great." Typically our ultimate result we're trying to get somebody is not like the sexiest most exciting thing in the world 'cause it's so broad, it's so big, it's just not that tangible. 35,000 people who would not have registered for this event, if I was like, "Hey, if you sign for this 5 Day Event I'll teach you how to grow your company with sales funnels." You're like, "Ah" So the ultimate results like this is what we're trying to take people. This is typically not what we're actually selling. Underneath this ultimate result, there's a whole bunch of what I call core results that we offer people. So you come down here and there's different core results. I'm gonna list a couple of them here and every business has these core results. So for me, like, for example, if my goal is to grow your company through sales funnels, so how do I do it? There's a lot of ways to do that. Well, one way, one core results that I could do that by teaching you guys how to build and launch a webinar, that's one way. Make sense. Another way I could do is like let me show you how to drive traffic into your funnels and that if you learn to drive traffic that'll lead to your ultimate result. Oh, another one is I'm gonna show you how to write copy, how to tell your stories. Another one is gonna be whatever. So I have these core results here. So this is the ultimate result. These are your core results, right here so you can see it, core results. That's the second thing here, so these are the core results. Now, typically you'll get in what most businesses, the core results, these become like your actual products. So I have a product teaching people how to grow a company with a webinar. Perfect webinars secrets, I teach people. Here's how to write a webinar and how to do sales page and how to do your webinar funnel, how to drive traffic, how to do leads, how to close the sale, like I have a cold course that teaches that. And so some people are coming here and like, "Oh, I want to learn about build a webinar that's way sexier." Then they coming here they're gonna buy the thing on webinars. Which ultimately is gonna help them to grow their company with sales funnels 'cause webinar is the type of funnel or traffic. That's the traffic secrets book. Traffic secrets, like if you have a funnel you need to get traffic to drive to grow your business. So I have this book, traffic secrets that teaches people how to get traffic which ultimately helps them with the ultimate result of trying to get you, which is how to grow your company's sales funnels. 'Cause traffic is one piece of that, copy is one piece that always things are piece of that. So think about your business. Like what is the ultimate result that you offer your clients? The end goal, the end-all be-all. I want to help people to transform their life I want to help people that whatever they thing might be. So now, break it down. Like, what are the four or five things they have to master or learn? What are the things that are the core results that they're gonna have to learn to be successful with this? So for me, typically, and by the way you can see this here, magic inside my books. First thing I have to learn is how to master funnels. I'm sure you've learned how to master copy inside the funnels. Number three, how to learn to get traffic. So like, if you were writing a trilogy like I did for your business, here's the ultimate result. What are the different books or products or things that are gonna help ultimately, help people to get that ultimate result? And again, I want you brainstorming through this and you're gonna be doing your homework down here. So I'm gonna have you say, "Here's the ultimate result, here's the core results." Now, the next step after that because this is where we're actually gonna be selling something. And actually when you guys decide to join the one funnel away challenge, actually next week we're doing one funnel challenge. We're starting over from scratch. I'm doing it live just like I'm doing this live. I'm gonna do it live for 30 days. It's a 30-day challenge. And in the 30-day challenge when we focus on taking one of these and actually building out an entire funnel to sell something. This challenge about generating leads. The next challenge is about actually selling something. So the one funnel away challenge I highly recommend you guys when this challenge is over to sign up for that one. Again, I go live on Monday but I'm going to teach, we're taking this and how to make a sales funnel selling one of your core results you offer somebody. But I'm gonna take more step further. So for your primary lead magnet, lead magnet, you're bringing in, I'm not using this as my lead magnet. I'm gonna go one more tier deep. So under webinar, it was a bunch of these splinter results. So I'm gonna call these splinter results or frameworks. Every step has got 'em. Some would call it splinter/frameworks. I hope, sorry, my handwriting's horrible. But on the one page, guys, you're able to see my actual handwriting. So these are the splinter results. So if you look at this, my ultimate result I'm trying to get people to grow their company with sales funnels. One of my core results is like I'm gonna show you how to build a webinar funnel 'cause if you have a webinar funnel successful, you're gonna be able to grow your company with a funnel, a webinar funnel. So then inside of webinar if like what are all the pieces? What are the core things? I should look, well, to be successful the webinar, number one, you have to learn how to like actually write a webinar presentation. So that's the core result or excuse me, a splint result is I gotta teach you this one, write this one in black. This is how to actually write your webinar. So for me, my framework here is called the perfect webinar, perfect webinar. That's the framework. Over here, you have a webinar presentation that's awesome. But you also, if you've got the presentation you also need the webinar funnel. If you have the funnel, you also got how do you drive traffic. So there's traffic inside here. There's a bunch of different these sub results. And one of them, one of the frameworks in here is how do people actually show up? If you will actually show up to webinar. So these are all these core. These are all of these splinter frameworks that they have. Now, your splinter frameworks, these are the key, this is what becomes your lead magnet. The further down you go on this, the sexier the thing becomes because it becomes more and more and more and more specific. The more specific it is, the sexier it is. Your lead magnet wants to be so sexy that people are going crazy, they have to get it. I showed you guys yesterday double your dating, what was the lead magnet? The kiss test, how to find out if, when you're on the doorstep, how to find out if she's ready to be kissed or not. The ultimate results for this person to get married and fall in love. Down here, it's like how to find a girl, down here is the kiss test. The kiss test is sexy. That's the thing like, "Oh, I need to know that framework. I got to figure that thing out." So for you it's like, "What is this, like what is the thing that's the most sexy, exciting, intriguing?" Someone's like, "I need to know that thing, what is it?" So for the example I'm gonna show you guys tonight in your homework is I decided to pick this right here. I said, "Okay, the one I'm gonna pick is this right here, how to actually show up the webinar." So I took that over here. I said, "Okay, how do you get people to show up the webinar?" What's my framework for that? And I had seven steps. So here's my framework. Step one, step two, step three, their seven steps. Here's seven things I do to get to make sure if you will actually show up for the webinar and then they're prepared to buy from you. And I turn it into a framework. And then from there I turn it into a one pager, one pager. And that became my lead magnet. And somebody saw yesterday, notice was on your homework. Do you see it? I did it ahead of time. Run your homework yesterday, some you saw that. If you clicked on the second of the three lead funnels, the second one was called, what secret webinar hacks. You clicked on that and you saw this framework. It was the seven things that I do to make sure people actually show up to our webinar and buy. And somebody has opted in that and you got it. You got the one pager of this thing. That was sexy, people who are trying to figure out this whole webinar things like, "Oh, how does this work." Like, "Oh, how do you people show up?" Like, that's a good question. Like, I don't know how to get people to show up. That's the sexy hook, that becomes the lead magnet. Someone's gonna say, "Hey, I'll give you my email address that I need that piece, I need that nugget, that thing you've got like that kiss test, how to show up to a webinar or whatever that thing is." Like, "I need that thing." They give their email address and now you're able to exchange it for them. So that's the core. That's how we make these things sexy. We're pulling out the lead magnet here from the splinter results. And so that's the big secret. So what I want you guys thinking about in your business is what does this look like? And for all guys can be different. You guys start thinking through it. From a high level, what is the ultimate result you're trying to get for your for your clients? What is that? The ultimate result, that is the thing that's up here on the top of the thing. This is the ultimate result. Now, you break down, you say, "Okay, what are the core results?" There's going to be three, four, five, 10 different core results that all lead to this. And each of those is its own journey, it's its own result. There'll be four or five mountains you got to get to before you scale Everest. So what are those other mountains? What are these other results you get for somebody? Those are the core results. And then from the core results, it's like, Okay, let me do one more tiered lower. What are all the things that go into the core result? Here's the different frameworks I have, there's four or five frameworks for that. I'm gonna grab this one that becomes the sexy, so that's how it's gonna work. If you think about this, let me go back to my books for a second. So say "Dotcom Secrets", for example, so my ultimate results help you grow company's sales funnels. This book right here is the underground playbook to grow your company with sales funnels. So this becomes a core result. You buy this book, it's gonna teach you guys the core results about building a funnel. With that core result inside of here there are how many secrets? 28. There's 28 secrets. So for me each secret is a framework. So I could grab, I look at all my 28 frameworks, like which one's the most exciting? There's a whole bunch in here. There's the secret formulas, hook story offer, there's the value ladder, there's attractive character, there's funnel hacking, the seven phases of the funnel, there's followup funnels, there's lead squeeze funnels, survey funnels, summit funnels, book funnels, cart funnels, challenge funnels, VSL funnels, webinar funnels, product launch funnels application funnels, curiosity-based headlines scripts, who, will, why, how scripts, star story solution script, OTO script, there's a perfect webinar script, the product launch script, the four question closed script, the set or closer script, there's click funnels, funnel stacking and funnel audibles. So that's the 28 frameworks inside this book. So I will look at this. Which one of those 28 frameworks is the most exciting? I'm like, "Okay, what's the one that can be most exciting?" I'm curious for you guys, which one was the most exciting? Would with a secret formula whoever wants secret formula? I could take the secret formula and that becomes the framework that I'm gonna give away, turn into a lead magnet. Or I could take funnel audibles. Somebody goes like, "Oh, what happens if your funnel flops? What do you do?" Boom. I can take the funnel audibles, one. Take the step-by-step framework I have for that one. Turn to one pager, make up a landing page and boom that fast I've got a lead magnet. So start thinking about your business that way. What are all the frameworks of the sub frameworks, the splinter results they're inside of the core thing you're trying to teach people. And in there is the magic. I'm looking, what's the sexiest things to get people to raise their hand, find that thing, pull it out. Look at here's the step-by-step process. And then we're gonna turn into one pager tonight and this will become a tangible thing that now you can exchange for an email address. Does that makes sense? All right. I'm excited. I got one more thing I want to share with you guys today and I'm gonna give you your homework assignment. So the last thing I wanna share with you guys, I know that a lot of you are coming into this world. You didn't come here as an educator. You came here because you really good at getting this result. And now you're like, "Man, for me to create a league man I've got to educate people, I've got to give them a framework and teach it in a way that gets them excited and make them wanna continue this journey with me. And you're probably nervous. And so I wanna share with you guys a framework that's going to teach you how to actually teach your framework. And this is something I use over and over and over again. And it's my framework for how to teach frameworks. And so I'm gonna show you guys how this process works because as you start creating a framework your gonna need to know how to do this. So step number one, you take your framework. So here's your framework. You've got your thing and here's your steps. Step one, two, three, four, five, however many steps you got and I don't care. It could be two steps, it could be like some of Tony's here were the three levels of mastery, three mandates, the two primary fears, the two master skills. So your framework doesn't have to be 80 steps. It can be two steps. It doesn't matter if you have your framework. So now you have this framework. How do you teach this? I remember when I first started developing my own frameworks, I know it was called that time but I remember I was learning this stuff. I was putting it out in my notes. I was like, "I'm gonna teach this." I got invited to speak at a seminar. I remember I got there to seminar I was so nervous, I was so awkward. Somebody hasn't seen the video I had my tie on and my glasses on, a shaved head I was trying to be very businessly. That's what business people do I thought. And I got there to start teaching. And first thing I do is, "Okay, I've got this framework. I know exactly how it changed their lives. I've gone on this path, I got a result. I'm going to give them the result, I'm going to shove it down their throats. I said, "Okay, here we go." I came in, I start teaching the framework. All right, guys, my name is Russell Brunson, step number one, how to be successful, what do you do? Step number two, and I went through my framework. And this framework is something that I had spent years learning and understanding and mastering. It was so important to me. I remember I met this event teaching two or 300 people, as I'm teaching people I started looking around and the audience is like nodding off. People are falling asleep, people getting up and the walking out of the room. I remember being so frustrated thinking like they don't know like what I'm giving them. Like this is so valuable. I remember there's a scripture in the New Testament where Christ talks about not casting your pearls before swine. And literally that's how I felt. This is this pro I spent two or three years mastering, learning and understanding this result. I know how to do. I'm trying to give it to people. I feel like I was casting my pearls before swine. How frustrating is that for you as an educator? I was ready to quit. I was like, "This is dumb." Like none of you really understand what I'm giving them. Like they understood what I had to learn and understand. Like I literally had to bleed to learn these things for them and they're just like walking away from them. I was so frustrated. So I did the first event I was like, "That was horrible." I got invited another event, same thing I come in it changes people's lives. Here we go, step number one, Step number two, step number three and people were passing out. I go to the third event and I'm just so discouraged. I'm like, "This is dumb." Like I feel like I'm just wasting my time, wasting their time. I get on stage and start teaching it. I go through the first thing, the second thing, some guy stands up and walks out. I get so mad. I slam my hand down on the desk and everyone sits up. I remember like being kind of shocked I had everyone's anyone's attention. And then the angry Russell came out and I said, "Do you not understand what I'm about to give you guys I'm trying to share this. Somebody just walked out, half of you guys are sound asleep, let me explain to you what I had to go through to understand, to learn this." I started walking through, I had to buy this course and this course, and this course, and I did this, I did this. I lost money here, I have some bankruptcy, I did this. I started going through all the story about how I learned and how I earned this framework. I went through the process and when they were done, when I was done telling that story, I was like, "Now you guys want to hear this?" And they're like, "Uh-huh, we're ready." I said, "Okay, step number one is this boom." And guess what? Nobody moved. Nobody got up, nobody left, nobody fell asleep because now they respected the pearl that I was trying to give to them. The first step when you are teaching your framework, step number one is you have to tell the story about how you learned it or earned it. If you do not tell the story about how you learned or earned it, they will not respect what you are about to give them. This is the pre-frame that gets them prepared to be worthy of the thing you're trying to give them. This increases the perceived value. Now they're like, "Oh, my gosh he went through all this pain and suffering and torture to get this thing for me, I'm gonna pay attention to it now." So step number one, you tell them the story about how you learned you learned or earned it. Step number two, now here's where you teach them the strategy. The strategy is the overarching thing. What I'm doing today, this is strategy. This is me mapping out. Here's the strategy of how to do it. I'm teaching this strategy so you understand the concept. Let’s say I'm an army general and I got always these warriors about to go to war, and if I don't tell them the strategy first, like, "Hey, you go over here, you go over here." And start giving them the tactics about where they're gonna go. People were like, "Why am I going over here? This makes no sense." Most of them aren't gonna follow you. You want people to follow you into war. The first thing I do is explain to them here's the strategy, here's what we are trying to do. When they understand the strategy, now it's like, "Hey, here's the tactics, you go over here, you go over here." Like, "Okay, I'm going over here because I'm part of this. I understand the strategy." So next thing you do is you have to share them the strategy. Do you guys notice that every single day is I'm going live here, what am I doing? I'm teaching you guys the strategy of that part of the framework. I'm not going to the tactics. The homework does the tactics. The homework is like, "Let me log into one pager and do thing." Let me log into ClickFunnels and show you step one and set like, okay, here, I'm showing you the strategy. If you believe in the strategy, then you're gonna go and do anything it takes to go and fulfill on the tactics. If I just give you the tactics though, you're gonna be lost. So I teach you the strategy. After you understood the strategy, then number three now here's where you give them the tactics. The tactics are like, "Okay, let me show how to do it." Step number one, you gotta go do this. Step number two, like tactics are college. If you're dentist it's like let me teach you how to clean teeth or how to do the thing. The tactics are like the actual, the deep dive, the step-by-step, here's step one, here's step two, here's step three. We're showing them the thing. Tactics are less sexy, but they're the things that people need to be able to the job done. And then the fourth thing after the tactics, then the last thing here , excuse me, is then we show them case studies. Like let me show you how this works in other people's lives 'cause this gives them belief of like, "oh, my gosh, this does work. I see how it works now in practical application" So this is my framework for how to teach frameworks. So for you guys, when you go tonight and you're like, "Hey, I need to build a framework." You're gonna go build out your framework, your step-by-step process. You going to put it into one page. We have like the things in one page, they've got all this stuff they need but then you got to teach them this framework. You gotta make a video of you showing here's how I learned or earned it. Here's the overarching strategy. Go in the one page down below and fulfill all the tactics. And in some cases, people have done it. This is how you do it. If you look at any chapter in my books, this is what I do. "Dotcom Secrets", chapter one, guess what I do? The secret formula, first thing I do I start with me telling the story about how I learned or earned this concept. It was 11:27 a.m. on a Monday morning, no matter what I told myself, I just couldn't get out of bed. I tell the story about how I learned or earned the secret formula. Then I told them the strategy, then I walk up through the tactics and they share a case study about how the whole thing works. That's chapter one. They go chapter two, what's chapter two, the value ladder. What do I do? I first tell the dentist story of how I learned or earned it. Then I walked through the strategy. I walked through the tactics or a case study, that's chapter two. I go to chapter three, guess how I do it? Boom. How I learned or earned it, teach the strategy, show them the tactics, do a case study. That's book one, book two, book three. That's how this whole process works over and over and over and over and over again. That's my framework for how to teach frameworks. I do it in a book, I do it in a course. I've done it today for crying out loud. I just come in here like, "Hey, guys let me go and show you guys how to build the framework." How many stories have I told you about how I learned or earned these different pieces? The strategies, things like that. That's the principle. So this is where we have to start learning how to do. And that is kind of, I think that's the last thing I want to share. All right. How you guys feeling? Are you excited so far? I want you guys to actually pull up the one pager, scroll up really quick. So this is the one pager we're gonna be giving you guys right now. The guys in the background, if you guys can scroll it up so I can see the very top of the page here, that'd be awesome. Hopefully we get them. There we go. So this is the one pager I'm gonna give you. Now, this one pager just you guys are fully aware in all transparency. This one pager is my framework for how to create a lead magnet. I just taught you the strategy. I've told you is how I learned or earned it. I tell you guys the strategy. This framework is gonna be the tactics. And so what's gonna happen. You're gonna see here's the strategy right here. Here's how you create one pager account and then it's gonna walk you through the tactics. Step number one, who is your dream customer? I taught you the guys the strategy behind that. The tactics you start typing in, your typing what is it gonna be? Step number two, what's the ultimate results. Step number three, what's the core results. Step number four, pick one core result in the three five splints results. Step number five, pick your splinter result. In the seven or six, you're gonna go to one page and actually do it. And I got my second framework down here. This the framework, how to use frameworks? You're gonna fill it out like how did you earn this framework? You're gonna share with people. Explain the strategy, walk through tactics, show the case study. So this one page is going to give you the tactics of how to fulfill on everything we've talked about today. I want to walk through these so you can understand what we did say was strategy, this is tactics. A lot of people confused like what's the response tactics and strategy. Here, I'm helping you cast the vision of like, "Oh, this is what we're doing." And then over here now, now we're getting to work. Now, we're doing the things. Just go back to the very top real quick. The other thing is that every single one page has a video. This video right here is me doing the tactics. You're gonna see me click on the button or when you click play on this, you're gonna see going. I actually go into a one pager. I build the thing out. I show you like here's step one, here's step two like this is lit, just like yesterday, this is me in my house doing the homework assignment with you. So you can see me doing the tactical like doing every single thing. Here's step one, here's step two. And so literally you can just watch me and just model it. And so for you guys what I recommend doing is going into one pager as you do this, you take whatever framework you decided, you're gonna plug into one pager, and this video teach kind of how to do that. And then when it's done, you need to record yourself teaching it and you don't have to, you can take videos away in one pager but I highly recommend if you can make a one pager and plugging a video of you teaching this right here. And literally like, this is my one pager for how to make waffle dough at home or whatever. It's about one pager about how to get more clients into my massage cling. This is my one pager about how to publish your music as a band. This is whatever your thing is. Create one pager and then the video is basically you can go through this. This is Russell, let me tell you a story about how I learned and I earned this framework for you. And some people ask, "What's interesting to learn?" Learn the stuff that you learn by trial and error or excuse me, learning, you learned from somebody like from a teacher or a mentor or you read a book or a course or whatever. I talk about learning and I always give credit where credit's due. If I learned something to somebody else I always tell people that. And that earned it is like I earned it through my own blood, sweat and tears. So how did you discover this framework that you're sharing with them? Tell that story. And then explain the overarching strategy, just what's happened, this is why it's so cool. Here's the tactics. And then actually do the assignment with them. Go through the one page like here's step one, here's step two, do that. And show cases of how you've done that people in past. Record that video and then plug it in boom, right there. And it's simple, easy to do. Some of you guys who've never done a video before, this will be kind of scary and it's okay 'cause right now nobody's gonna see this besides you. You can get your iPhone click record like, "Hey, my name's Russell." And just go through this as well. It doesn't need to be professional or anything, just teach the framework. And that video of you teach the framework gets plugged right here. And now when they come here, they got the framework they've got the video teaching them, showing them this here. And then down below you got the actual one pager that's gonna be the framework for them. And so that's kind of the game plan. And so this right here, this one page is gonna teach you guys how to actually build your one pager, your lead magnet in one pager, which is kind of cool. Now, one page deciding is just went live today. This is a new software product. There's probably gonna be some bugs and some issues. Like yesterday you guys all downloaded the one-pagers from yesterday. And we had, I think it was like, I can't remember eight or 9,000 people download it one in one minute. And from that they have like two or 3 million hits to the database. And it was the first time we'd ever actually launched this before. And it kind of crashed a couple times, so you guys may have seen that. So this is a new product. It literally went live today. There's gonna be some issues and things, let us know we're working on making it better but it is insanely cool. As you will see, all my one-pagers for this training have been built in it and he doesn't have a chance to build it. We all set up so you can create your very first one pager for free. So if you're like, "I don't have any money, Russell." That's cool. Just you follow the process, the software that you create your first one for free. So you get one lead magnet is completely free. You can build it, mess it up, delete it, start over until you've got it perfected and understood. And now you've got a tangible thing. You've turned your framework from just a random framework into something tangible. Now, this framework, this core concept that I have, now it's a framework now I can actually give this analysis a tangible thing. I can give somebody this in exchange for their email address. And that's the secret, that's the power. So under it now I'm gonna have my team put the link down below for you guys get your day number two homework assignment. And links there it is right there, 5dayleadchallenge.com/lead magnet. It'll redirect to this page right here. After the page, you can save it into your one page account and then go and do the assignment. Watch the video, do the things, fill it out, brainstorm, fill in the forms. I don't just like my dream clients this like think through it, spend some time. Go deep in this, by the time you're done, if you finish this assignment, but time is done, you're gonna have your first one pager. I promise you the very first time it can be frustrating. It's new, it's like, in fact, it's funny. I built six one pagers this weekend for this training. I built day one, day two, day three. Day one I built it I was like, "This is kind of cool, but it looked ugly." And then day two I got better. Day three I got better. By day four like my one-page looks so awesome. I was like, "Oh, I hate day one now." So I went back to day number one, I deleted the whole thing, I started over. And now day one is yes, I actually looked awesome. And I redid day two, which just say now day two looks awesome. And I keep like, as you keep doing this you'll get better and better and better. But even like looking at my one-pagers look at the one I gave you yesterday, look at the one I'm giving you guys yesterday. And like, this will give you ideas like, "Oh, what you could do like, oh, I could do that. I could try that." And you can just kind of play with it a little bit. And that's kinda how it works. So again, the link down below, 5dayleadchallenge.com/lead magnet. We'll give you the one pager, spend some time today and tonight actually creating a one pager. We need that because tomorrow, day number three in my process to help you guys get the result of getting unlimited leads, day number three is now we got to build your lead funnel. And so if you build your lead funnel, we have to have the lead magnet. So build lead magnet today. Again, you can edit it in the future. You can change, this does not have to be perfect. Just kind of play with it, put it in there. And then tomorrow we build lead funnel. We'll be taking this lead magnet you build, we'll be plugging into the funnel and now you'll have something you can like send people to, they'll give you their email address. You'll get in the lead magnet and your business start growing. That sound good? I hope this helps you guys. I had so much fun today. I said this was the day I was most excited to teach. I hope that you've got tons of value, information. Hope you guys understand all these pieces. Now, your game plan is to go get the one pager get started on it and then we'll see you guys back here tomorrow, same time, same place to go into day number three of the 5 Day Lead Challenge. Thank you guys so much for participating, for showing up. Do not be late tomorrow. We're going to go again and we'll see you guys all tomorrow. Thanks everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

This is day 1 of the 5 Day Lead Challenge. If you want to watch the video of this episode or download the OnePager, go to 5dayleadchallenge.com. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- What's up, everybody. Welcome to the Marketing Secrets podcast. I've got something I'm really excited for you guys over the next five episodes. Some of us know I did a live event a couple months back called the Five Day Lead Challenge where I went through the entire process like, how do you create a lead magnet that people will give you the email address for? After you have that lead magnet, how do you then create a lead funnel to be able to generate leads? Then from there, how do you write the emails? And from there, how do you drive traffic? And how do you do traffic for free if you don't want to pay for it? And it was one of my favorite things. In fact, I just went to the page right now and over 1,300 people have shared video number one. This is one that's... It's a hot topic. And I think it's something that's really, really powerful. And so I thought that it would be cool to pull this into the podcast. So that way you guys can start listening to concepts and these principles and hear them over and over again and get these things ingrained inside of your mind. Now, a couple things, number one, this is from a live event. So there'll be times when I'm waving and showing things on a whiteboard and stuff like that you're not able to see obviously on an audio podcast. But if you'd like to see any of this, it's all free at fivedayleadchallenge.com. You can go there and you can see the videos. Plus each day there's homework assignments. There's one pagers you can download and a whole bunch of other cool things. Like I said, if you want to get access to that and see the video versions or get the one pagers or whatever, all you got to do is go to fivedayleadchallenge.com, go opt in for free, and they give you access to all the homework, and the goodies, the bonuses, the prizes, and everything else. But right now I'm guessing you're probably seeing it home, or maybe you're working out, or you're driving. And so while you're doing that, I want to start getting these principles ingrained inside your mind. So with that said, I hope you guys enjoy day number one of the Five Day Lead Challenge. This is all about generating unlimited leads. What does that look like? What's the business model? How does it work? And hopefully, you guys will enjoy this. And on next week's episode, the next episode will go do deeper into actually creating your lead magnet. So enjoy day number one, Generating Unlimited Leads. Oh man, I'm so excited for this. I literally could not sleep last night. I was tossing and turning in my bed and so excited. We've been putting in so much effort behind the scenes for the 5 Day Lead Challenge. I just got a message literally, right as I was walking on stage that we passed 35,000 of you who registered for this challenge, which is crazy. It shows how excited you guys are about what we're talking about. How many guys by the way are excited about we're talking about today? If you are, let me know in the comments down below. I was looking at the comments before we got started and you guys are going crazy. So, I am so excited to be here with you guys today. And this is something you're gonna be doing over the next five days. As you know, this is the 5 Day Lead Challenge. I'm going to be going live every single day at the same time, same place and walk you through the step-by-step process to go start generating unlimited leads inside of your business, and it's going to be a lot of fun. Now, the way it's going to work, this is not going to be something that's going to be a full day thing. You're going to spend five or six hours every single day. This is something I'm gonna be going live every day at this time for probably anywhere from 30 to maybe 45 minutes max. Some days might be even shorter. Okay, my goal during that time is I'm going to be sitting here in front of the whiteboard. I want you guys to understand a strategy. Okay, so I'm going to map out, here's the strategy. Here's how you do it a very certain thing. Okay, and then as soon as it's done, I'm going to give you guys a special link. And that link's going to take you to the thing that we call a one-pager. And the one-pager's is going to give you a tactical video. Okay, so the first half is me showing you guys the strategy that I need you all to understand. Okay, and then I'm going to give you this one-pager and there's a video it's going to walk you through the tactics. The tactics is literally me sitting at my house doing the thing that I'm teaching you how to do. Because a lot of times I'll teach something and people are like, okay, I understand that conception and know how that works, but then they try to do it and I don't know what to do or how to do it. So you'll get a video immediately after this with today's tactics of me sitting in my house doing the assignment I did last night, I recorded it. And so you have a chance to watch that and then just follow along and copy what I do. Shouldn't take anywhere. Some assignments are short, they will take you probably 15 minutes. Tomorrow's going be a little bit longer. But hopefully my goal is about an hour to an hour and a half every single day. If you block that out every single day over the next five days, by the end of day five, you guys will have a machine that's created to help you generate leads. Okay, and it's going to be a lot of fun and I'm excited. So you guys, and I know you guys are excited. So, we have 35,000 of you who have registered for this. So if you're excited, let me know in the comments down below, because I love feeling the energy and I can see all your faces right now. It's just fun to see what we're doing. So that's kinda the game plan. Throughout this week, I've also got two guest speakers who are coming. I'll be teaching day one, day two, day three. And then day four, I'm going to be bringing one of my friends, Yara Golden's going to be coming up. And she's going to be talking about email copy. And after you're generating these leads, what do you actually say to them? Right, how does that work? And then day five on Friday, Rachel Miller is going to be coming. She's actually flying here to Boise to spend time with you guys to talk about how do you launch your lead funnel. How do you get leads coming in and how do you do it in a way with free traffic? Okay, because a lot of people, some guys who are here like, oh, this is awesome. I don't have money to invest right now. I don't have a budget. So we're going to show you how to launch this thing and start generating leads for free. That's going to be happening on Friday. So by the time this thing is done, all the pieces will be in place and leads will be coming in. And you'll have new leads coming into your business within five days from now. So that's my big promise to you. That's my goal. And so it's going to be a lot of fun. I only ask that you guys play full out, do the assignments, pay attention to the strategy, show up every single day for this strategy dump I'm going to be giving you guys. Show up, listen to it, understand it. When I give you the one-pager, go watch the tactical video, and then actually do the assignment. Okay, if you actually do it, you're gonna be successful at the end. The biggest problem I have with people who come to any of these programs or coaching or they buy a course or whatever is they listened to it like, oh, this is really good. They listen to it. They listen to it. And they never do anything. Okay, this is not one of those kind of courses. This is not something for you to listen to and feel good about. This is something I'm going to give you guys. Here's the strategy. Here's the tactics, go and do it. Come back tomorrow. We'll do the next step. I'm going to be piece by piece by piece until you've got the entire system. Everything you guys need to be successful. Does that sound fair? All right, so that is the game plan and I'm not going to lie, there's so many of you guys on, I just want to talk all day today. But I'm not going to do that. We're going to keep it short because I want to make sure you guys have a chance to get to work and do today's assignment and get ready and prepared for tomorrow. But you've got to commit to coming back every single day. Okay, this is five days. If you commit for five days, by the end of it, I promise you, guys, we can mold you, we can change you. And we can give you guys a result. That's going to change your business. And for a lot of you guys, it's actually gonna change your life as well. Okay, but you've got to commit. So how many guys right now can make a commitment that you're gonna commit to show up every single day. Number one, okay, raise your hand and say, I commit, Russell! I'm going show up every single day and watch the strategy training. Okay, that's the first commitment. The second commitment is, as soon as the training's over, I'm going to go through the tactical. I'm going to implement the thing you actually told me to do. Okay, and you're going to do it with belief that it's actually going to work. One of the biggest things that is going to impede some of your success, is some of you guys are skeptics, right? How many of you guys have ever considered yourself, oh I'm always skeptical? I'm always making sure that everything's going to be perfect. I guarantee you that a lot of guys are skeptical. In fact, most people I know who are skeptical, never have success. The people who have success, are people who get a coach and then they believe in that coach, and they do what the coach says. Okay, being coachable is one of the most powerful tools that you're going to have in your arsenal to be successful. So if you're typically someone who's very skeptical in life, oh I'm always skeptical about things, I want to encourage you to take your skepticism for five days and just put it on the side and say, look for five days, I'm just going to trust Russell 100%. I'm gonna assume that he's knows what he's doing. I'm going to assume he's been doing this for a long time. This isn't the first rodeo. I'm assuming he's got my best interests at heart because I'm not paying anything for this, right? The 5 Day Lead Challenge is completely free. My job is for the next five days is completely to over-deliver it and to blow your minds. And so if you will just be, take your skepticism and put them on side and just do the process. Just do your best. Just try it out. I promise you by the time, day five is done, you'll believe because it'll work for you. Okay, and that's kind of my game plan. Again, my goal in this entire process is not to waste any of your time. I know all of our time is precious. And so that's why these are going to be short sessions. We're going to give you what you need and then get to work and give you guys a result before it's over. Does that sound good? Okay, so I want to kind of, today's kind of an overarching strategy. I want you to understand where we're going. I want you to understand here's the broad picture of what we're trying to accomplish. And after you have the broad picture, then day two, day three, day four, day five is going to be, okay here's step one, step two, step three, step four. And everything we got to do to execute. So that's my game plan. So to begin with, I'm going to cover some fundamental things. Some of you guys may have heard some of these concepts before, some of you may not have. But this is the key thing you have to understand if you're going to be successful in this 5 Day Lead Challenge. But honestly, to be successful in business as a whole. When I first got started in this business, one of my very first mentors said this to me. And I, my guess is some of you have probably heard this before, but he said is this. He said, Russell, you have to understand that in business, the money is in the list. How many of you guys have heard that before? This is not a new concept. But for me, it was like, when I heard that, I was like, what does that mean? What does it mean, the money's in the list? Like, I don't understand that. I'm in business, I sell products. I sell services, right? They said, no, you don't understand like, the list, like the customers, the people that you have, this is your real business. The fact that I was able to send out a couple emails, we got 35,000 people to register for this live event. You guys are my list. I send emails to my list and you showed up to this event where I have a chance to teach you and to train you, right. The money's in the list, like that's the asset that's the most powerful. So, one of my first mentors told me that and I was like, okay, that's kind of cool, but I don't know what that means. Like, what is the list, right? And the list is just a bunch of leads. One lead is a person. 10 is a bunch of leads. A hundred or a thousand. That's a list of people. Okay, and so the list is the key. So in the Lead Challenge, it goes, you've generated a whole bunch of leads to the point where you've actually built up a list. Now, to kind of preface this before we get too deep in anything, I want you to understand the value of a list. Okay, what is the list actually worth? Okay, so when I got started, one of my first mentors, he told me is he said, Russell, you have to understand basic marketing math. And so this was what he said. He said, as you start your business, he's like, the numbers will change. This is not an income claim. This is just kind of the numbers a lot of people see inside of the industry. It says that you should be able to average $1 per name per month, that's on your email list. Okay, and so they told me that and I was like, well, how does that work? And I didn't understand at first. And I'm sure some of you guys won't understand like, well, how does an email equal a dollar per month? Okay, and don't worry, I'll walk you through that and you'll kind of see that, but that's what they told me. So they said, okay. So that means, they said, well, that means if you have a thousand people on your list, you should be able to make a thousand dollars a month. Right, and if you had 10,000 people on the list, you should make about $10,000 a month. If you have a 100,000 people on list, $100,000 a month and so on. And so I remember hearing that and I was like, oh my gosh, this is amazing. Now, I was in college at the time. I remember looking at these numbers. I was like, okay, well my goal, I remember my goal at the time was if I can make six figures a year, that'd be like what my parents make. That'd be insane. So I said, okay, this is my goal. If I can get 10,000 people on a list at $10,000 a month, $10,000 a month, times, 12 months, that's $120,000. That's six figures in a year. And that was my goal. And so I was like, I gotta figure this out. I didn't know how to get a list. Nobody told me, I just knew that I needed to list. Right, that was like, okay, I need leads, I need a list. And so some of you guys may have heard this story but after I heard that, I was like, okay, like at all costs, I need 10,000 people or 100,000. I need to get these people on my list so I can make money. And I didn't know how to do that. So I remember, and this is actually a picture. This is my very first house. My wife and I lived in after we got married. A year after we got married, we bought this duplex. And I remember I was actually right here, these windows one of the bedrooms and in those bedrooms was my was my little computer desk. I was trying to learn how to start my business. And I remember I was sitting there and I said, okay, I need to figure out how to get a list. Right, it was in this house that I got this principle from somebody. And so, I remember going and and searching online, how to build an email list. How do you buy a list? I remember eventually I found this website. I think it was like, it was called like SpamForEmailAddresses.com or dot net or dot something. And it was like, we'll sell you a DVD with I think a million people's names on it for like $60. And I was like, wait a minute 6 million people's names and email addresses. And I'm doing the math, I'm like, okay, well, my friend said $1 per month per name on an email list. If I buy this list for $60, that's a $1,000,000 a month I can make. I'm doing the math in my head. I'm freaking out. I'm like, this is, I figured it out. Like, this is like, I know how to how to build a business now, right? So I remember, I bought the DVD. They sent it to me, I ended up getting in the mail. It had a million people's email lists on it. I took it off. I downloaded the Excel sheet and I was so excited. It took me a couple of days to figure out how do you load it on a computer? How do you send these emails out? And I had to figure this whole thing out. And I remember the night that I queued up the emails, the software my computer had a million people's emails in this thing. And I told my wife. At the time my wife was supporting me. Okay, that was my story. I was wrestling at Boise State University. So, I was a college kid with $0. My wife was supporting us. And I remember, I told her that and I was like, Hey, this is the deal. I'm going to send an email, send out this email list. It's going to go out to a million people and money's gonna come flooding in. And I'm like, you can literally quit your job tomorrow if you want to. And she was like, oh, okay. Like, like good luck, Russell. You know, like super supportive. I didn't know what was gonna happen. And she was like, okay, I don't think we're going to make what you're thinking but you know, good luck, have some fun with it. And so I queued up the emails. I remember, still writing an email, clicking send and then watching the first email. Like one send, two, three, four, five, six and I was like, this is it. Like, I figured it out. Right, I beat the internet. And I remember going to bed that night like just laying in bed all excited, like dreaming. It was like a kid going to bed on Christmas morning. What's going to happen? Being so excited, like in the morning. What if, what if 1% of people buy something? What if only half of 1% buy? And I started doing all the math in my head and just dreaming about what was possible. I remember the next morning I woke up, and I, firstly, I ran out of my bed, and walk to the computer, I look at the computer. And overnight, I think like 6,500 emails had been sent. And at first I was frustrated. I'm like, oh, why is this taking so long? Like, I want all these million emails to be out because that means I'm going to be rich when it's all said and done. And about the time my wife came in and she was like, Russell, I need to use the phone. I was like, why? She's like, I need to call the office, where she worked at like, no, like you can't like, we're making money here! You should just quit. Just don't show up. It's going to be awesome. She's like, I need to call someone. So, this is back in the days before internet before we all had internet access. If you remember this, so those of you who are old school like me, we had a modem and it was plugged in. So I had to like, climb under the desk, go unplug the modem, plug her phone back in. And as I was underneath, I plugged the phone back, all of a sudden, like the phone starts ringing while I'm still under the desk. I was like, that's weird. So I crawl out from the desk. I come and answer the phone. And on the other end, there's this person screaming at me and yelling. And I'm just like kind of confused. And eventually I realized it's my internet service provider. Okay, the person who pipes the internet into my house that I was sending out emails through. And they're yelling like, in the last like four hours, there was like 65 spam complaints from you, blah, blah, blah, blah. What's happening? Like, freaking out. And I don't know, I mean, no, no, sir. You don't understand. No, sir. You don't understand. Like, I bought the email addresses. from SpamFreeEmailAddresses.com. These people want to get spam. And the person yells at me and remember the last thing they said before they threatened lawsuits and stuff said, son, that's the definition of spam. I was like, what? But they said, you just need an email list. I was so confused. So, eventually after they yelled at me for a long time and threatened lawsuits, they went and actually shut my internet access off. And I lost my internet account. And I remember I held it, like hanging the phone up and my wife, my beautiful wife, Collette she's like, so who was that on the phone? I'm like, oh no one, please don't quit your job today. Like, let's roll it a couple more days. And so anyway, that day I remember like being so frustrated. And I remember I couldn't check my email because I lost the internet access. And I was still a student at Boise State University at the time, so I put my backpack on. I started walking to school, all depressed and sad. I got to the computer lab at the school and opened my email. And then the craziest thing happened. I opened my email. And you know, I always see emails from people trying to sell me stuff. And it was the first time I ever opened my email and they're like five or six orders that had come in over the night. And I was like, wait, what? I started looking at sure enough, five or six people had bought the thing that I had sold through the email. I remember just being like, oh my gosh, this worked. I did it the legal way. But like, it worked. Like, okay, I gotta figure this out. Like, how do I, like, how do I do a list that's not illegal? Right, I don't want to go buy leads. That's not how you do it. Like, how do you generate a list of people who actually want to hear from you? And I started freaking out, I got excited. And that became the question. Okay, the question was, how do I generate leads and how do I build my own list? Okay, that was the question that started running through my head. How many of you guys have that question in the past? Or you have right now, like, okay, I want leads too. If we can make a dollar per month per lead, like I want a bunch of leads in my business as well. Right, how many of you guys are thinking about that? That was my question. That became my quest. Like, okay, how do I generate leads? How do I build a list? I got to figure this out. I was working, trying to figure it out. I was looking bunch of stuff. And eventually I heard rumors about this guy. His pen name was David DeAngelo. I've met him since then. I've become friends with him, his name's Eben Pagan. And at the time, he had a business called Double Your Dating. And I heard rumors. I don't know what the numbers were. People like to say. Yeah, he's making tens of millions of dollars a year and all this kind of stuff. And, so I was trying to research everybody. I remember going to his website and I went to his website. What I saw was something I'd never seen before. Okay, this is what the website actually looked like. It was this little page right here. Okay, and I remember reading said, you're about to learn the secrets that most men will never know about women. And I was like, okay. And it said, inside, you're going to learn the Kiss Test, how to tell if she's ready to be kissed. I remember reading that. I was like, whoa, what is the Kiss Test? I want to know what that is. Okay, now putting this in context of my own personal timeline. About the time I'm reading this, I had just gotten married to my beautiful wife. We'd married about a year. I just got our internet access shut down, all of these things. And I'm looking at this page, I'm like, this is amazing. And I was like, I want to put my email address in there to see what in the world, the Kiss Test is. But I'm like, wait, if I put my email address in on this dating website, teaching men how to get women, what's my wife gonna think? I remember being like, torn. Like I want to funnel hack this person. I want to go and see what's happening behind the scenes. But if I do that, it's going to be weird for my wife. So I remember that night, like waiting for her to come home from work, she was supporting me. And she came home and I was like, Collette, I need to ask you a favor. I think she was kind of nervous. I'm like, there's this website that is doing something cool. This guy has got this huge email list. I don't know. I don't understand what he's doing or how he's doing it. But I want to like put my email address in to understand what he's doing. Can I do that? And she's like, yeah. Why would you care? I'm like, because it's a site teaching people how to pick up girls. And she's like, what am I? I know, I don't even know. I suppose to see what he's doing. I need to understand the process. And so we kind of laughed about it. And so she came with me and I came to this page and I, together, we opted in. So I put in my first name, my email address, and I clicked submit to get instant access to find out what the Kiss Test was. So I did that and I'm waiting on the next page to be blown away by like some video or some training course or something. But on the next page, all it was, this little page looked like. It was like an article, maybe a page and a half, two page article. And at the very top, it said, this is the Kiss Test. Let me teach you how it works. Okay, now again, I was married at the time. So I didn't, I hadn't been on a date outside of my wife for a long time. So I didn't try to put myself in the context. If I was a single guy who was struggling to get girls, like how valuable would this information be to me? And so this is where the Kiss Test was. David DeAngelo said, what do you do, at the end of the date, you walk a girl up to the door. Okay, and as you're sitting there, this is the awkward spot. Right, do I kiss her? Or no, one of us freaks out and they want to run away. He said, this is the secret. He said, all you need to do is go up there and you put your hand behind her hair. Like, you're gonna put your hair behind her ear. Okay, and if she pulls back, that means don't kiss her, run as fast as you can. Okay, but as she turns her head into your hand, that's the key that she's ready to be kissed. And then boom, you go for the move. And that's the Kiss Test. I remember reading that as like, oh my gosh, like that it wasn't this huge long report or PDF. It was like a paragraph. It was this little paragraph right here saying, this is the Kiss Test and I remember reading that I was like, if I was a single guy right now, I just received value. I was like, oh my gosh. That was really, really cool. What else does this guy have? And if he kept reading the page at the bottom he's like, Hey, if you want another tip like this, go buy my ebook called Double Your Dating, click there. And it took you to go buy his ebook, which had a whole bunch of different tips and secrets like that. And I remember looking at and I studied this over for like weeks. I'm like, this is how this guy's building this huge list. He's got this weird website that the only thing you can do is put your email address in and next page, he gives you this really cool thing that dudes really, really want. And like, this is how he's built this huge email list of hundreds, of thousands of people. And makes millions of dollars a year. And so the more I looked at it, the more I was trying to figure out how does this work? I need to put these pieces together. And what I realized and what I kind of find out as I started learning more about this is that this Kiss Test, right? This thing right here, that he had created. This is what we call a lead magnet. Lead magnet is something that's going to draw. It's going to attract your dream customers to you. Okay, and a lot of you guys have heard of a lead magnet before, but this is one of the keys to building your own list is the lead magnet. Something that people want. Okay, so for him, he's in the market of like, I need to figure out how to pick up girls. Okay, the lead magnet was the Kiss Test. I'll teach you the Kiss Test if you give me your email address, okay. I'm going to exchange this thing for you. Okay, and that was the lead magnet. Okay, so I started thinking for my business, who are my dream customers? What do they look like? Like, what are those people like that I wanted to bring into my world? Who is my dream customer? I start thinking, what is the lead magnet I could create that would get those people attracted to me? Where they're on the internet surfing on their phones, swiping through, all of a sudden they saw something like, whoa, I want that thing. I want to learn the Kiss Test. I want to learn the, whatever the thing is. And that lead magnet thing gets them to stop scrolling, click on a button, come over to you, give you their email address, and now they become a lead. Okay, and the more leads you get, you started building this list. Okay, and the value in your business is your list. That is the key. Okay, so after seeing this, I was like, okay, this is the game. I know how to play now. Now that I knew the rules, I knew how to play so I'm not spamming who people don't want to hear from me but I'm getting people who are interested, who come to me because I have value. Okay, this is how we build the list of people who actually want to hear from me. Okay, so I did what hopefully you guys are going to be doing this week, as well. I said, okay, I'm going to go and create my first lead magnet. I'm gonna set up a lead squeeze funnel. I'm going to do exactly what he's doing. Okay, so I did that. Okay, I modeled it as close as I could. I build up my very first lead squeeze funnel. I put it out there and I launched it. And I want to come back to these numbers 'cause these numbers were actually interesting. Initially for me, my numbers almost synced to what I was told earlier from one of my friends. Okay, I still remember the very first month that I started, that I had my first lead magnet. I was driving traffic. The very first month, I got 217 people who opted in. I don't know why I remember that number. I think it's 'cause it was like, I was freaking out like 217 people. Like, that's a lot of people who have given me their email address. Now they're on an email list. I can send emails to talking about the products and the services I want to sell. And that first month, I said 217 people joined my list, and I made about $300 that month. Okay, now for me, as a college kid, $300 a month. $300 my very first month was insane. Like that was just like, I couldn't even, I couldn't even fathom. Like I feel like I was the richest kid in the world. Now, to put this in perspective. At that time, my wife and that blue house we were living in, that I showed you earlier. That was a duplex. I bought that duplex because I wanted to make cashflow. So I spent, I don't know $150,000 on this duplex. We lived in half. We had a renter in the other half and the renters paid us. And my cashflow on that rental was like $150, $200 a month. Right, and I remember thinking I made for my 217 person email list. I made almost double what I did it my real estate. On my real estate, I spent $150,000 to buy this thing to cashflow like $150, $200 bucks a month. Whereas here, I'd built a list of 217 people. And I cash flowed double that. And for me at that point, I was like, I am all in. I'm going to put all my eggs in this basket of I got to figure out how to grow lists. How do I do it? And so I started driving more and more traffic. And by month number two, excuse me, month number two, I'd built an email list. My list had gone from 217 people to about 5,000 people. Okay, and sure enough, that month I made about $5,000 in my business. Okay, and I was like, how do I grow this bigger? Right, reinvest that money into generate more leads and more leads. And eventually my list went from 5,000 to 10,000 to a 100,000 to now we have lists of multiple millions of people. Which is why you can send an email and get 35,000 people to come and register. Our list has grown so big. Okay, now a couple of interesting things. My friend told me this, like, if you average $1 per name per month, that that is definitely like a good standard but it's honestly, it's very, very low. Okay, and what I learned over the last almost two decades of doing this now is that there is a direct correlation between how much money you make and the relationship you build with that list. Okay, you don't have to have a list of a million people to make millions of dollars. In fact, a lot of times, if you've got a local business, like some of you guys here that are registered run restaurants. You've got local businesses. Like there's not a million people in your city, right. If you're Boise, Idaho, and you're a chiropractor or dentist or a masseuse or something here, you're not going to get a million people on your list. That's okay. But if you get a thousand people on your list, man, you're going to average a lot more because you can build a better relationship with somebody locally than you can virtually. In fact, I've seen dentists and chiropractors who average hundreds of dollars per name per month on their list as well. But the key still is getting leads. The more leads you get and the bigger that list grows. Now I want you understand this is true for every business. One of the big questions I got a lot from people as we were launching this and putting on this lead challenge was, well, Russell, again, I'm a network marketer. Like I don't sell my own product. Like, will this work for me? Or Russell, I am a chiropractor. How would this work for me? Or I'm a dentist. Or in fact, my brother who hopefully is watching this right now. My brother runs a band. He's got a label. And he told me, I was like, you should come be part of the 5 Day Challenge. He's like, it doesn't make sense for me. My business is different. I'm like, does your business need leads? Every business needs leads. I don't care what business you're in, it's not different. This process works for every single business. Right now, on Click Funnels, as of today, we have over 120,000 active members. Every business, every industry you can dream of. Okay, every one of those businesses needs two things. They need leads and need to sell stuff. Okay, so if you need leads, this is the process. I don't care if you are starting a new business, if you've got a huge business that needs tens of thousands of leads a day. Or if you're a business you need 20 leads. This process will work for you. It does not matter. It works in every business. I promise you, we've done this over and over and over and over again. This is not my first rodeo. Okay, and so I want you guys to understand that like no matter what kind of business you're in, you're going to need leads. And so, anyway, I'll kind of start there and I won't go too much on my rant. I want you guys to understand that. Okay, so I'm gonna walk you guys through the system. The system we're gonna be talking about over the next couple of days. So, the first part in this process that we're going to be going through, this is going to be what we're going to be spending all the time on tomorrow. The first step here is, we're all going to create your very own lead magnet. Okay, and we're spending a lot of time tomorrow going into that. So, I'm not going to go too deep right now. But that's the first step, is creating a lead magnet. I don't care what business you're in. You need to have a lead magnet. A lead magnet is a thing that gets people to raise their hand to come to you. It's the Kiss Test. It's this challenge is a lead magnet for me. All these things, you're creating a lead magnet to get somebody in. And again, I'm gonna spend a lot of time tomorrow going deep into this, but I want you understand, I don't care what business you're in. You always can create lead magnets. This is how a lead magnet works. Okay, if you think about your business right now, this is your dream customer. This is the person that you want to attract. If you think about this, typically when you're trying to attract somebody into your business, you're trying to get somebody where you know something they don't know right now. And so, I always look back and say, okay, in every business, every business has some result that they promise a client, right? So up here, this is a mountain. Let's say this is a big result you offer somebody. So this is the result. And so what you're doing is, you're trying to get these people right here to come to get this result. So, let me do this for a couple of different businesses, right? So let's just say you are a dentist. What is the big result you promising somebody? If you're a dentist, you probably say, my result. I'm gonna promise you. I'm going to help you get clean teeth that are white, that are straight, that are amazing. If you're a chiropractor, we're gonna teach you guys. The result you're promising people is to get out of pain and get an aligned spine. If you're in the dating market, your result is to get a date for your client. There's there's all these things, right? Every single business there's a result. Okay, if I don't care what it is, if you're, yeah. I'm not gonna go too deep in this. I want you guys think about it for your own business. But every business there's results. What's the result that you're promising your client. Okay, think about that. Like what's the result you're promising your dream client when they come into your world? Now the cool thing about this is my guess is this was you at one time, and then you went and you actually achieved this result. You got this result. You finished it. And as you did that result, there was a process you went through. There were steps. Step one, step two, step three, step four. There was these steps you took to get the result. There's the step-by-step process. That helps them get this result. And now that you know that process, what we do is we say, okay, here's the process to get this certain result. Okay, you come back here. So, okay, I'm going to create this thing. This is my lead magnet. Lead magnet. It's going to walk you through the process to get the result. Here's the first step. Here's the second step. Here's the third step. Here's the four step. So again, in the example from Double Your Dating, the lead magnet was, I'm going to show you guys the Kiss Test. How to kiss a girl. Know if you're gonna kiss a girl. That's the result that he was promising here inside of his lead magnet. And all lead magnet was like, okay, now let me walk you through the steps. Step number one, you walk her to the doorstep. Number two, you go like this. Step number three. And so you walk them through the process to get the result you're promising them. So every lead magnet is tied to some result. Here's the result you're going to get if you give me your email address. And so we're gonna spend a lot of time tomorrow going into this and I'm going to walk you guys through the process of how we figure out what is the right result. What's the one that's gonna be most powerful lead magnet that will draw this person towards you. So I said that's going to be the game plan we're going to go deep on tomorrow. I'm so excited for that session. And then after we figured out how to create this. how to create this actual lead magnet, I'm going to show you is how to take this concept, this framework that you're creating, and how do we put it into something that's tangible. Okay, and tomorrow we'll be giving you guys a software tool that'll be really cool. I promise you guys, there's gonna be two software tools you guys get for free while you hang out during the live events. The first one, I'm going to give you guys tomorrow. And it's going to take this abstract framework abstract idea that you have and turn it into a physical thing. A physical lead magnet that people will give you their email address for. It's gonna be fun. Okay, so that's the first step here. Oops, the first step here's this process is creating the lead magnet. Okay, and so I've got a couple examples here on my slides. So this is an example. This one is super simple. This is Brendon Burchard. A lot of you guys know Brendon. This is one of his lead magnets. It's called the one-page productivity planner, used by CEOs and achievers worldwide. Okay, again, like the Kiss Test, Kiss Test is a paragraph. This is a one-page productivity planner. Your lead magnet does not need to be this huge extravagant crazy hard thing. It can be like, here's the five steps to get a whiter smile, get your teeth cleaned by, in a weekend, right? Or make your smile whiter in a weekend. It could be the five steps to be more productive as an event planner. It could be like, figure, like, what is your business, right? You think about who is your dream customer? What's the thing that you could create for them that is going to get them to want to give you their email address. Tomorrow, I'm going to brainstorm a whole bunch of ideas. So, you don't have to you won't have to stress about what that thing is. Okay, because tomorrow I'm gonna give you guys a framework. We'll take you through to figure out exactly what that lead magnet needs to be. That's gonna be the most impactful and the most powerful, okay? But this is example is very, very simple. Lead magnet like that. This is a lead magnet. A lot of you guys have seen this. This is my Marketing Secrets Blackbook. This is a bunch of, it's a little black book with a bunch of different marketing secrets in it. And it's this lead magnet we created and we give it away for free to get people's email addresses. Okay, so that's the first step right there. The very first step is creating a lead magnet. And that's what we're doing tomorrow. Okay, all right. That's step one. Step number two. After you create the lead magnet, then we need to create the process. The funnel is actually going to turn this and it's going to get somebody to give me their email address. So this is called the lead funnel. And based on this criteria, they put in their email address. Click submit And this person now becomes a lead. Okay, so step number two, after we create the lead magnet, this is going to be tomorrow. This is day two. Then day three, we're going to build out the lead funnel. And I actually literally myself, pre-built out six of these funnels for you guys that I'm going to show you guys, that I'm going to give you guys on Wednesday. Okay, and so this is how it works. This is Brendon's again, the lead funnel is the most simple funnel of all the funnels, which is really exciting. Step number one, it's like, Hey, I'm going to give you this free thing. If you give me your email address. They then give you the email address and the next page you give it to them. Very simple, very easy. It's not difficult at all. And so we're going to show you is that. This is again, my Marketing Secrets Blackbook one. This one of the most simple lead funnels we've ever created. If you look at this, actually this pitch was probably six months ago, but in the first year this was live, it generated 272,000 leads. It took me less than five minutes to put together this landing page. 272,000 leads. You guys see the number right there. Think about it from the math I told you guys about earlier. By creating this two-page photo, I gave yourself a $272,000 a month raise, right? If I was following the stats and numbers I'd showed you guys earlier. Can we understand like this is the power. You create something like this, and it can generate leads on. You can generate leads where you consistently day in and day out, over and over and over again. And so this is a very simple, it's a two-step funnel. In fact, this funnel right here, I'm going to give you guys this exact funnel so you can just copy. Take your lead magnet, take mine out, plug yours in, and you can be off to the races very, very quickly. So again, day two, tomorrow we build the lead magnet. By the time tomorrow is done, it's not going to be, okay, I got to build my lead. By the time tomorrow's done, your lead magnet will be finished. It'll be complete. It'll be cool. It'll be creating a really cool tool that'll make it very powerful people. Okay, day three, we'll build out your lead funnel. It'll be finished. And then you can plug in your lead magnet. These two pieces will be done by Wednesday. Okay, and then Thursday comes in, the question is like, okay, Russell, you said that when traffic comes in here, we're start making money off the leads. How do you make money off of leads? Well, the way you make money off of leads is they give you the email address, they come down here and then guess what? These people 'cause everyone would give us an email address is a person, these are all human beings, right? They put the email address in and now you have an email sequence you start sending out. So, you send an email right here. And the next day, you send another email, right? You send out these different emails to build a relationship with them. Okay, and if you do the emails the wrong way, what'll happen is you'll send two emails and people never open your emails again. If you do it the right way, people will look forward to emails. They'll whitelist you to make sure that your emails show up, right? So there's a right way and a wrong way. So on Thursday, Yara is gonna be coming to teach you guys her six email sequence. What are the most powerful six emails you can send out somebody as soon as they give you the email address. These are the emails that have been tested. They've been proven. If you structure them the right way, it'll build the relationship with your audience. They'll be more likely to open emails in the future. And they're going to buy the products and services you sell. Okay, and the cool thing is we actually built software for this as well. So on that day, for those who show up live here, you're going to get the software, we're basically fill in blanks. You click a button. It'll pre-write these six emails with your stories weaved into them, and then you just copy and paste them. Now you've got those in as well. So that's what's going to be happening on day number four. Let's see, I'll put it here on blue. It's day four, we're working on the email sequences. All right. And the day number five. Let me show you this real quick. So, here we go. So this is what it looks like from a standpoint over here. Leads come in, they put an email address in there, and you start sending emails. So here's how you write the emails right here. So this is the first email that goes out and the second. And as they go through, day one they get this email. Day two, they get this email. Day three, day four, day five, day six. What walks them through this process of getting these emails. Each email takes them and builds that relationship. So then we're more likely to buy from me in the future. Remember, when I told you guys before on average, you should average $1 per month, $1 per name per month on your list. Okay, if you do this the right way, this is how you build the relationship with how much you make per person will dramatically go up based on the relationship you have with them. It's these first six emails are critical. They're the key, we're going to literally teach you them, give you the software to write them, and you'll have them done. That will be done on Thursday, which is pretty exciting. Okay, so that's happening there. And then the last step now is okay, I've got the machine, everything's built. I've got my lead magnet. It's amazing, I got my landing page here. I've got the emails going out. Now, the last step is how do we get traffic to start coming to me? So, we start getting traffic. How do we get traffic from here and from here? And there's a million different ways to get traffic, right? In fact, a lot of you guys know, my third book is called Traffic Secrets and there's a million ways to get traffic that I talk about in there. But I wanted to start with something that's simple. Okay, a lot of you guys are coming to this. You don't have a huge budget, right? You're not sure how to generate leads. And so Rachel Miller's coming on Friday and she's going to show you guys ways to generate leads that don't cost any money. How do you generate traffic is not going to cost you a ton of money to get people coming in here, putting the email address in, to get your lead magnet, following up with them. And so the whole process will start working for you. And so Friday, we're gonna focus on launching your funnel. And that's the last step here in the 5 Day is on Friday, we're launch your funnel and get this whole thing working for you. So this is where we're going this week. This is the process you guys, okay. Again, we're going to build out your lead magnet, get your lead squeeze funnel figured out, write out your five day email, excuse me, your six day email sequence. We're going to launch to get traffic in. And if we can accomplish this by the end of this week, that's the goal. That's my game plan. And each of you guys will have a process. You'll have a system in place to continually generate leads inside your business. I have so many friends who, at one point in their business, they had to generate leads, right? A lot of you guys when you first start your business, you get to college and go, Hey, I'm gonna start my store or my business or whatever. You create it. And you launch it and you do all the advertising, all the efforts and stuff and leads start coming in and guess what happens? You start getting busy. Now, I got a service all these clients. I got to service things and you stop focusing on generating more leads. And what happens eventually? Eventually your business dries up Leads, customers, traffic coming into your business. This is the lifeblood of your business. If your business is struggling, especially during these crazy times are now, my guess is because you don't have any life. You have any blood coming into your business. You don't have new leads coming in consistently. This is the key, is the new leads coming in consistently. So my job, my goal with you guys is to create this process, get it set up. And now leads will continually be coming in. And I don't care in the backside of here. I don't care what it is you're selling. If you're selling, if you're in network marketing, this process will work for you. And at the end of this, you will get people to sign up for, to be a distributor underneath you. If you're selling physical products, I don't care. Follow this process. By the time it's done, people will buying more of your physical products. Okay, if you're a coach and author, speaker, like whatever it is, I don't care what business you're in. If you're a masseuse, if you're running a band, if you're doing like whatever. It does not matter what kind of business you're in. Every business needs leads. This is the way you get leads. And it works consistently in every business, every industry we've tried. And so I want you guys to take that out your, of like, oh, that sounds good, Russell. I've heard this before. This is more for my type of business, whatever. Take the skepticism. Take it, put it on the shelf, and just trust me. Tomorrow, we're going to go deep into building your lead magnet. If any of you guys are like, this won't work for me because my business is different. I'm going to show you guys how to break down what you do into the right kind of lead magnet that will attract anybody. It'll attract your dream customers to you. And so that's kind of the goal and game plan. So I'm excited. This is the game process what we're going to doing this week. Does that sound good? You guys all on board for that? Okay, so let me walk you guys through what to expect for the rest of the week. So again, what's going to be happening is every single day at the same time, I'm going to be going live from the stage, talking to you guys. So there it is, that's going to be happening every single day. And again, all the things, we're about 40 minutes right now. It's going to probably, probably 30 minutes mostly. It's going to be a 30 minutes session. I'm going to give you a strategy. Here's the strategy you got to understand. And then after that, I'm going to give you a thing called a one-pager. This is what the one-pager looks like. And about a minute from now, I'm going to give you guys the one pager for day number one. Your job with these one-pagers is not to sit around and like do nothing with it. It is to come here immediately and first off, watch the video at the top. The video here at the top, this is me at my house doing your assignment each day. Today's assignment's very simple as you will see. Tomorrow's assignment, I'm going to literally build out an entire lead magnet with you. So you don't have to think about like strategically how does this work? Like you just click play and watch the tactical video of Russell making it and then pause it, do it, press play, pause, and just copy me. Okay, I'm going to walk you through the process. There's no guesswork, there's no thinking, there's no messing things up. Just do it right here. You watch the videos and give you a tactics. And down here is going to show you what we talked about. It's going to give you a place where you can fill in your answers. Things you can brainstorm. Things you can think to. Examples, case studies. All the stuff you need to be successful. So again, every day I'm going live, giving you the strategy. And then as soon as the strategy is done, immediately afterwards, I'm going to give you the one pager. It's going to give you the tactics and your homework for today. I do not want you guys falling behind. So many times people come into my trainings, like, okay I'm gonna listen to all of the strategy first. And then I'm going to get started. If you do that, I promise you, you will fail. Arguably, some of the most successful people in our ClickFunnels community are Brandon and Kaitlin Poulin. Some of you guys know if you Google Lady Boss, you will find out more about them. And when they came into our world, they had been in a network marketing company. The company just gone under, they were broke. They were like, what are we going to do with our lives? And they went through our training. And it's crazy, I've watched them grow the business from where they were to now over millions of women, they've helped help them lose weight. And I said, what was the difference between you and like everybody else that I coach and I teach like, why did you guys have so much success and Brandon said something so interesting to me. He said, most people go through the course. They watch the entire course. They're like, okay. And they're getting ideas. They're brainstorming. Excuse me. They're doing the entire course. He says that, so they're always assuming that at the end they're going to start and then start doing the process. Because they, nobody does that. Because the deeper you get, the more overwhelmed, because there's more things and more things and more things. That if you haven't started earlier, you get in trouble. He said the thing that we did different than everyone else is we bought the same training everyone else bought, we click play. And then when you told me to do something, we paused it, and we went, and did the thing. He said, I don't care if it took a day, a week, a month, a year. We went and did the thing before he came back and push play on day number two. Okay, and that was the secret. Is if you guys want the same thing, I don't want you watching the live strategy sessions and say, okay I'm going to do tactics next week. No, this is something we're doing together. This is a workshop. This is a challenge. It's not something where you're just going to, like, I don't want to just talk about things that make you feel good. I want you to execute and get things done. And so again, you watch the live strategy here, immediately after, I'll give you the one-pager or you go watch the tactical video, go and do it. Go apply it and get it done, and then be ready for the next day. Every single day builds upon the last day. If you skip one of the days, the whole thing falls apart. Okay, so don't miss it. Watch the live training, jump on, watch the tactical, get the one-pager, and do the homework. Does that makes sense, everybody? Could you all commit to me you'll do that right now? Say, yes, Russell, I will do it. Okay, so going to happen now is down below here, they're going to drop a link to today's one-pager. Okay, you can see the link there. You can see it? Cool, so this is where you can download today's one-pager. You go right there, it's 5DayLeadChallenge.com/day1 When you go there, it's going to take you this page right here. And all you do is watch this video and it's going to walk you through everything you gotta do. And that's it. Again, today's homework assignment is super simple. It shouldn't take you more like 10 minutes max, probably less than that. It's going show you some case studies. It'll show you some examples. Show you how to get your one-pager account all set up so you can save all these one-pagers every single day. And that's about it for today. Okay, today's the easy day. Tomorrow, on the other hand, it's going to be a little more complicated. Tomorrow, we start having some fun. So again, this is the five day game plan again. Today was talking about unlimited leads. Help you see the vision. This is what we're creating. This is why we're creating. This is how all the pieces fit together. Tomorrow, 100% focus on the lead magnet. I'm going to walk you through the strategy. How do we figure out the right thing? That things going to be the sexiest, the most exciting, gets the most people when they're sitting at home scrolling through Instagram or Facebook to stop and think I need that thing. Click on the button, come over, and you can give you their email address. Now they're on your list, right? So that's going to create the lead magnets tomorrow. And again, this is not just a theoretical thing by the time tomorrow is done, if you follow the process, your lead magnet will be finished. Day number three, we're going to build a lead squeeze funnel. This weekend, I built out six funnels for you that are pre-done, that are amazing. I'm going to give you those six. I'm going to walk you through the exact process of how we take things, how we switch them out. And by the time it's done, you'll have a lead squeeze funnel that's working. That's ready. Day six, excuse me, day four. Day four, we're going to walk you through the six day follow up funnel. This is going to give you the six emails. We're going to give you software on that day. It's going to write emails for you. Excuse me, then day number five, Rachel Miller's coming and we're gonna help you guys launch the funnel. And that's where we're going this week. It's going to be so much fun. So that's kindof the game plan, you guys. And that's it for day number one here on the 5 Day Lead Challenge. See, wasn't that, that wasn't hard, right? Okay, you got a kind of overview of the strategy. You understand what's going. Now, all your job is do is go download the one-pager and go do the homework assignments. Very simple today. You should be done by the top of the hour. You guys can be completely done and then get prepared and ready because tomorrow is when all of the fun starts. And that's when we start building out your lead funnel. So again, you guys the link down below? 5DayLeadChallenge.com/day1. That's where you're going now. Open up a new browser window, wherever you are, go to that link. Save it, make sure you save that page because when you put your notes in there, it'll save the notes for you everything. Watch the tactical video, and that's kind of it, you guys. With that said, I appreciate you, guys. First off registering. 35,000 of you guys showed up to register for this, which is crazy. Frank here on stage was like, 7,000 or 8,000 people already on live, which is so cool. So thank you so much for spending time today. I'm excited to take you guys through this process over the next five days. Make sure you commit. Make sure you show up every single day. Make sure you do the work. If you do that, again, by the time this is done, you guys can have a machine that's generating leads for whatever business you are in. It works in every business, every industry. I promise you that. It will show you in even more detail tomorrow as I go through how to build your actual lead magnet out. It's going to be so much fun, you guys. And I appreciate you guys hanging out with me today. Thanks so much. If you have any questions or comments, put them in the comments down below. Either me or my team will try to get to them. And again, thanks, you guys. Appreciate you hanging out and we'll see you guys tomorrow. Same time, same place for day number two, your lead magnet. Thanks so much, guys. And we'll see you soon. Learn more about your ad choices. Visit megaphone.fm/adchoices

It's "Inner Circle" week. I want to tell you about what's actually going on in the room where it happens. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

Yeah literally, when you understand these core principles, you can change the world in as many crazy ways as you would like to. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Hey, what's up everybody. This is Russell Brunson. Welcome back to the Marketing Seekers podcast. And I'm not going to lie, I'm pinching myself right now. I cannot believe that this is my life. Okay, so I want to talk about why you guys have to master these skill sets. And I know you guys, I'm preaching the choir, you're the ones listening to the podcast. You're reading the books, you're doing the challenges, you're going to the adventure. You're in it, right? Which is awesome. But I want to just restate why this is so important. After you have the skill set, you can do so many cool things with it. And it is the most exciting thing in the world. So, it's 8:20 at night, I just got done at the office doing a webinar for Operation Underground Railroad, where we raise a bunch of money for human trafficking. And helped promote my favorite charity, right? Which is a cool thing, like philanthropy. I can never say that word, philanthropic or philanthropy. You guys know what I'm talking about, helping charities. Which isn't like so cool. But then also at the same time right now I was just boxing with Steven Larson, and I was like, "It's crazy what we're going to do right now." And yes I have ADD, don't do what I'm doing. Focus on one project. But I've got a big team of people now. And right now I'm currently actively working on a whole bunch of books. For example, Dan Kennedy and I are co-writing a book right now, so I'm working on that. I'm also still in the process writing my big next book, which is Secrets of Success that I'm so excited for. But on top of that, I'm also republishing a whole bunch of old Napoleon Hill thing to new books. I've got five or six other high ticket books in production. We're launching a huge supplement company, actually three supplement companies. I shouldn't be telling you this. We got our coaching programs Inner Circle, My Category Kings, Clickfunnels 2.0 is coming out, and my certification program. All these things, it's just crazy and it's just the same skill set done over and over and over and over and over again, which is all of these things you've been talking about. Right? Learning how to give presentations, building a following. And when you have these skill sets, you can apply it towards anything you want, right? Apply it towards your mission, apply it towards somebody else's mission. Apply it towards a book you want to write, or apply it towards a book you want to write with somebody else. Apply it towards somebody else's book that you happen to like. Oh, it's just, it's so cool and so exciting. And it's crazy that this is what we could do with our lives. So I wanted to box that in the moment as I'm feeling this excitement. I literally was just boxing this to Steven Larson, and then now I'm like, "God! This is so cool. I want to share with everybody." And so it's worth mastering these skill sets. At first it's frustrating, it can painful and you got to learn a lot, you got to grow a lot, and you got to do all these things. But then you can use it for so much good and so much fun. You want to publish a new book, go and do it. I'm trying to bring back from the dead all these Napoleon Hill works and Charles Haanel, and Orison Swett Marden, and Samuel Smiles and all these people that I love and I respect. Who are the most amazing work in the world that it's forgotten off this planet. And because I have this skill set and I love it, I'm able to now go and bring it back from the dead. And because I understand all the stuff you guys are learning right now, so I don't know, I'm just excited. This is going to be a short podcast because it's nothing more than I'm just excited. But I'm hopefully casting a vision for you guys in the future. Okay, I need to learn these things because I got all sorts of stuff I want to do with my life. I have charities I care about, I have missions I want to do. I have whatever, like all the... There's so many cool things. It's funny my very first home study course I ever created was on public domain, very first one. And now almost 20 years later, I'm obsessed with public domain. I'm buying all these books and I want to show it to you guys, because I think there's such a valuable thing. So many guys can be finding these works in your markets of people who have passed on and bringing their messages and their stories back from the dead, and helping extend their legacy, which is such a cool thing too. So, I don't know, you guys want me to do a trading on that specifically on the public domain and how to profit from it, and have fun with it, and use it for all sorts of things. From lead magnets, to backend, to front-ends to... Oh, anyway, sorry. I digress. I'm excited. And now I just got to the high school, I'm running in to go grab my kids who are wrestling practice. Well, one of my kids is at wrestling practice, and tomorrow morning I have my wrestling practice and I'm preparing for my tournament. Anyway, I'm excited. I'm happy. Hopefully you guys are as well. I know that there's ups and downs. Everyone goes through different parts of it. But I think sometimes hearing the excitement can be good. There's other times in my life where I'm stressed out and overwhelmed, which is even yesterday I felt that way. In fact, you can ask my team. I was like super overwhelmed. But we got things in place. I got structure around and I got people helping with a lot of pieces that I'm struggling with. And now I'm back to the spot where I'm like in this creation, fun, so exciting. So anyway, thanks to you guys for listening. I'm your biggest fan. I'm cheering for you, I'm praying for you. I'm working my butt off to make things easier and more... to give you the ability to have more success. So, hopefully I'm able to do that and hopefully you guys are listening, paying attention you're doing the things you're learning. So, grateful for you all, thanks for listening. And now it's time to get back to work. Let's go and change the world. All right, talk to you soon. Learn more about your ad choices. Visit megaphone.fm/adchoices

Did you notice this when you were reading any of Napoleon Hill's works? You should be modeling this for your business too. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

Some of my biggest insights after spending a day at Dan Kennedy's house. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Russell Brunson recounts his experience spending a day with Dan Kennedy, sharing insights and takeaways. Initially, he reflects on his admiration for Kennedy and the opportunity he missed in the past to meet him. Despite a scheduling mishap, he finally visits Kennedy's house for a consult day. Brunson describes the setting, Kennedy's basement office filled with books, and their discussions on various business strategies. Kennedy emphasizes the importance of both current and future bank deposits in business, focusing on building long-term relationships with customers. They delve into marketing tactics like text-based campaigns, leveraging industry-specific newsletters for book promotions, and radio advertising strategies. Kennedy's unique approach to disconnecting from the internet to maintain focus and productivity also stands out to Brunson. Additionally, they discuss Herbalife's successful marketing techniques, including the use of promotional pins and hosting opportunity meetings as infomercials. Brunson highlights potential applications of these strategies in network marketing or affiliate programs. Overall, the day with Kennedy provides valuable insights into business tactics, marketing strategies, and the importance of balance in work habits. Brunson encourages listeners to subscribe to the No B.S. Newsletter for further insights from him and Kennedy. Learn more about your ad choices. Visit megaphone.fm/adchoices

For those who have haters, enemies or competitors that are driving you nuts, listen to this sage advice from Napoleon Hill. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- What's up everybody. This is Russell Brunson. Welcome back to the Marketing Seekers podcast. I am publishing this episode from inside the Napoleon Hill room in my makeshift library. And I want to share with you some thoughts on competitors, on enemies, on people that are frustrating you in your life directly from Napoleon Hill back in 1922. All right. So I'm working right now in the Napoleon Hill library on actually the No BS May newsletter, which is fun. Well you guys don't know, I spend multiple days each month writing out the No BS newsletter, Behind the Scenes newsletter, a bunch of other things. So if you want to hear the thoughts inside of my head, without waiting for my next books to come out, make sure you are a subscriber. You can go get subscribed to nobsletter.com, which is where we have our print newsletter. It comes out twice a month for marketers and it's awesome. But anyway, in these issues, most of the issues I have some kind of something from Napoleon Hill or someone who I respect, personal involvement things from back in the day. And today I was going through a bunch of my old Napoleon Hill magazines and this one was from 1922. And at the very beginning, God, there's so much gold here. Some of these things are in the public domain, I'll be republishing. But yeah, this is from the January, 1922 issue. And at the beginning he has the thing says, the editors thought inspiring epigrams and I actually didn't know what epigrams meant so I had to look up that word. It means like statements. So these are almost like memes or I don't know, quotes or whatever you want to call them. But they're things that he said he had gathered as he studies the motives, which actuated men and their dealings with another. And there's five or six pages of these and they're all these little cool quotes. And so a bunch of them I'm actually republishing in this month's newsletter, but there were five or six that were in a row all about enemies. And it's actually interesting because those who don't know Napoleon Hill's story, he had a business partner when he launched his first magazine called Hills Golden Rule. And then eventually his business partner screwed him over. I don't know the whole story behind it, but in fact, I have the issue. It was March, 1921 when it shifted from Hills Golden Rule magazine to the Golden Rule. And basically his partner, I believe, kicked him out. And so he did what any good entrepreneur would do. And he started a new one, so he started his own magazine a year later called the Napoleon Hill magazine. And it's interesting as you read his writings, he doesn't say exactly it at all times, but he's very much blatantly like, "Hey, I got screwed over here." Not so much that, but he's talking about the circumstances and what he's learned throughout it. But it was interesting because in this issue, he's talking about enemies. And so I don't know if he's specifically talking about the enemy who was his partner in the Hills Golden Rule magazine or something different, but he has five or six bullet points. And again, I don't know if he wrote these, if they're quotes he found from other people, a lot of them do sound like him the way he talks. The more I read him, the more I understand him and I feel like these are his thoughts. So in fact he says on here, "This is the page of condensed philosophies." And so these are condensed philosophies and there's five or six of them here specifically about your enemies. I thought were fascinating, so I wanted to share just a couple of those here with you. So the first one says, do not try to destroy your enemies. Only combat them to the point of holding them in check so that they cannot destroy you. And from that point on, thank God that you have enemies because they keep you alert, active on the job and at work on the plan to keep them from getting the better of you. This develops strength and power in you that you would've never otherwise known. And as I read that, I was like, "Oh, this is so cool." Right now, I'm sure you guys see, ClickFunnels, we're the first funnel builder. And now there's a whole bunch of knock offs and competitors and things. And part of me gets annoyed and angry about it. But then, after reading this, I'm like, "You know what? The reason why we built 2.0, the reason why we're doing what we're doing, the reason why we are about to come in and just rock the entire marketplace is because of these enemies." Because these people who are fighting against us. And so it keeps you sharp, keeps you alert. Wrestling the same thing, the better the opponents I had, the better I became because I to get good enough to beat those people. Having really easy matches didn't help me ever. It was the competition that made me great. That was really cool. Here's another one. It says, "If our enemies are constantly watching us, we are careful not to let them find a weak spot in our fortifications. And this eternal watch list develops qualities in us, which we would otherwise permit to lie dormant." Again, they're watching you, they're trying to figure things out. Don't give them your weak spots, fortify yourself against these weak spots. And again, it's going to be a benefit to you. Another one he said, "If I had no enemies, it would be necessary for me to go out and to create some because I need them to keep me stimulated to top notch speed and determine to do nothing except that which will pass inspection under the closest sort of scrutiny." Saying, you need enemies. If you don't have them, go out and create some so that you have this new pressure that's pushing you to become more, to do more, to create more. He says, "You will be fortunate when you adopt this philosophy concerning the advantages in having an enemy or two. And you may rest assured that you are developing power and bigness and depth of character. When you can smile, as you watch your enemies, trying to undermine you, knowing that your house is built upon a rock that cannot be disturbed by the destroyer." Oh, he is so good. I love Napoleon Hill. Here's another one. Never give your enemies the satisfaction of involving you in a foolish argument. Ooh, this is for all of us who get in debates on Facebook with our enemies. He says, "Never give your enemies the satisfaction of involving you in a foolish argument. You might as well know in the beginning that neither logic nor right will convince an enemy. Therefore, you will be unwise and waste much valuable time and energy if you stop to argue with a man who's looking only for arguments and not for facts." Ooh, this is so good. And the last one I'll share says, "If you have enemies who are trying to get between you and the star of your definite aim in life, you should pay no attention to the enemies, but increase the luster of that star so it will shine over and above those who would shut it off." Oh, so good. So good. Anyway, Napoleon Hill from the grave. Thank you. He's amazing. And again, one of my favorite authors. And you're going to hear more Napoleon Hill stuff from me, there's some cool things happening, cool projects I'm working on that I'm excited to share with you guys. So I hope you enjoy this episode. If you did, and you have enemies, there's some good advice for you. Don't let the haters hold you back. Don't argue with them. And if you don't have enemies yet, go create some because it will make you sharp. It'll make you better. The competition will make you better at your craft. So hope that helps. Thanks you guys so much for listening and we'll see you on the next episode. Learn more about your ad choices. Visit megaphone.fm/adchoices

A lesson that I learned from John Childers almost 20 years ago that is changing my life today. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Russell Brunson makes a compelling case for why you should record everything you say. He shares his experiences of going through archives, finding gems, and repurposing them for various purposes. From purchasing Dan Kennedy's company to diving into the public domain, Russell emphasizes the value of recording conversations, presentations, and even personal experiences. He reminisces about his early days in internet marketing and recalls advice from John Childers about recording everything. Russell's journey of recording conversations with mentors, creating courses, and conducting interviews highlights the wealth of content that can be accumulated over time. Russell explains his process of creating "one-pagers" from his archived content, which he can use as bonuses, lead magnets, or incentives for various offers. He stresses the importance of documenting experiences, conversations, and ideas, as they can be repurposed in the future for different purposes. Through anecdotes and examples, Russell encourages listeners to start recording everything they do, whether it's audio, video, or written content. He believes that these recordings can become valuable assets that can be used creatively to enhance offers, products, or promotions. In closing, Russell announces Funnel Hacking Live and invites listeners to join the event. He expresses his excitement for the upcoming event and encourages people to check out the website for tickets and updates. Overall, Russell Brunson's message underscores the power of recording and repurposing content to maximize its value over time. Learn more about your ad choices. Visit megaphone.fm/adchoices

If you're struggling to find time amongst all the things to get your business out there, this little hack/shortcut should help get you to the finish line fast. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing That was quite the podcast episode! Russell really dove deep into the process of building a business while juggling various other responsibilities. He emphasized the importance of momentum over time management, suggesting that getting started and putting your work out there imperfectly is key to progress. Russell shared his own journey of creating products and the initial failures he experienced. He stressed the need to embrace imperfection and to start selling or publishing before things are perfect, as waiting for perfection can hinder progress. His advice to start talking about your project and making it public, even if it's scary, resonated with the idea of building momentum. By consistently putting your work out there and iterating based on feedback, you can accelerate your progress and eventually find success. It sounds like Russell's friend, who's struggling to find time for his passion project, could benefit from this perspective. Encouraging him to start sharing his work and seeking feedback could help him gain momentum and move forward with his business goals. Learn more about your ad choices. Visit megaphone.fm/adchoices

As I'm preparing for our writers retreat, I want to explain the value, the purpose, and why you should be doing these in your business as well. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Russell Brunson discusses the concept of a writing retreat he's excited about on his Marketing Seekers podcast. He draws inspiration from past experiences, like the hackathons he used to do with his team when ClickFunnels was launched. These intensive sessions of focused work and collaboration led to the birth of ClickFunnels. Now, as they prepare for ClickFunnels 2.0, Brunson wants to replicate that level of focus and creativity. He shares insights into the process he's adopting, inspired by the Harmon Brothers' approach. They book a two-day writing retreat for every viral video project they undertake. During these retreats, three different writers work on three different scripts, each presenting their ideas to the team. The scripts are refined through iterative feedback sessions until they reach a final version. Brunson emphasizes the importance of the script in marketing and sales, highlighting that it's often more critical than the product or offer itself. He encourages listeners to consider implementing similar focused retreats in their businesses to elevate their marketing efforts from "good to great." He also discusses the significance of defining the problem your business solves and mentions seeking out market data to support arguments and create compelling core stories. Overall, Brunson's podcast episode offers practical advice and insights into improving marketing strategies through focused collaborative efforts and data-driven storytelling. Learn more about your ad choices. Visit megaphone.fm/adchoices

How To Use Personality Profiles To Hire Rockstars And Build Teams Inside Of Your Company! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

A cool little nugget I learned from Dan Kennedy that I think you're going to love! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Russell Brunson discusses the keys to selling information products, inspired by insights from Dan Kennedy. He emphasizes the importance of differentiation in a crowded market and proposes a co-authoring concept for a book titled "Marketing Secrets." This book would allow collaborators to leverage Brunson's frameworks and credibility in their specific niches, potentially expanding the reach of his ideas. Brunson seeks feedback on this idea, inviting interested parties to reach out via social media. Learn more about your ad choices. Visit megaphone.fm/adchoices

How to inspire the people you love to change without forcing them to do it. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Russell Brunson shares insights from his recent experiences and epiphanies, focusing on the importance of values in shaping our lives and relationships, particularly in parenting. He recounts an exercise he conducted at a mastermind event, where participants identified their core values and grouped them into themes. Brunson highlights the significance of inspiring others to embrace certain values rather than imposing them forcefully, drawing from personal experiences with his children. He emphasizes the power of leading by example and creating experiences that foster the adoption of desired values. Brunson concludes with a call to action for listeners to reflect on their own values and consider how they can inspire others to embrace them. Learn more about your ad choices. Visit megaphone.fm/adchoices

Holy cow, I can't believe it's been 500 episodes! On today's episode we talk about where we came from, what we're doing here, and where we're going. I can't wait to take you on the ride with me. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Wow, 500 episodes is a huge milestone! It's fascinating to hear about your journey from the ups and downs to your current focus on personal development and building your library. Collecting those rare books sounds like an incredible adventure, and it's inspiring to see how passionate you are about sharing knowledge and helping others grow. It's also exciting to hear about your plans for NFTs and other projects associated with your library. Your dedication to serving your audience is truly admirable. Here's to the next 500 episodes and beyond! Learn more about your ad choices. Visit megaphone.fm/adchoices

Napoleon Hill said: There is one quality which one must possess to win, and that is definiteness of purpose, the knowledge of what one wants, and a burning desire to possess it. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Russell Brunson's podcast transcript dives deep into the concept of definiteness of purpose, a principle he learned from Napoleon Hill. He highlights the importance of having a clear and unwavering purpose in life, emphasizing that it's not just about having a vague idea of what you want, but having a burning desire to achieve it at all costs. He shares his personal journey of writing books and how he often starts over after realizing he doesn't like the initial drafts, preferring to teach the principles in live events before rewriting the books. Currently, he's working on a book titled "Secrets of Success" and is preparing to present its introductory chapter at a live event in Mexico. Brunson emphasizes the significance of definiteness of purpose as a driving force behind success. He defines it as having a clear and determined goal, coupled with a burning desire to achieve it. Drawing from Napoleon Hill's teachings, he stresses that having a definite purpose sets the foundation for success, fueling one's actions and decisions. He encourages listeners to search for their purpose, whether it's creating something new or aligning with an existing mission they deeply believe in. Brunson reflects on his own mission to help entrepreneurs and the impact of definiteness of purpose in driving positive change and contribution. In closing, he urges listeners to pursue their purpose with determination and invites them to share their own purposes with him on social media, emphasizing his role in supporting creators and changemakers. Overall, Brunson's message underscores the transformative power of definiteness of purpose in shaping lives and creating meaningful impact. Learn more about your ad choices. Visit megaphone.fm/adchoices

One of the cool "Ah-ha's" I had today, sitting in our 2CCX, Inner Circle, Category Kings mastermind group. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing In this podcast episode, Russell Brunson shares insights from his experience at a mastermind event in Mexico. He reflects on the shift from hosting a cruise to an all-inclusive resort for the event due to COVID-19 concerns. Surprisingly, more people registered for the resort event compared to the cruise, which Brunson attributes to the appeal of the resort setting. Brunson then delves into the power of having a singular framework in business, using Brooke Castillo's business model as an example. Castillo's business revolves around one core framework that she teaches across various platforms, from her podcast to her membership site and coaching certification program. Brunson emphasizes the effectiveness of this approach, noting that Castillo's business is among the most successful in the industry. Drawing parallels to his own business, Brunson discusses the multitude of frameworks he has developed and teaches through his books, such as "DotCom Secrets," "Expert Secrets," and "Traffic Secrets." He explains how these frameworks form the foundation of his coaching programs, from One Funnel Away Challenge to Two Comma Club X Coaching Program, Inner Circle, and Category Kings Mastermind. Brunson highlights the evolution and application of these frameworks within his community, with members sharing their experiences, tweaks, and adaptations to the core principles. He emphasizes the importance of networking and learning from peers, as demonstrated in the Mastermind event where participants share insights and strategies derived from applying the frameworks in their businesses. In conclusion, Brunson encourages listeners to follow the path of mastery through his coaching programs and events, where they can learn, network, and share experiences with like-minded entrepreneurs. He emphasizes the significance of having a solid framework in business and the potential for success that comes from mastering and applying it effectively. Learn more about your ad choices. Visit megaphone.fm/adchoices

An interesting conversation I had with my buddy Chad Woolner about your real identity as a business owner. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing In this episode of the Marketing Secrets podcast, Russell Brunson discusses a concept he learned from his friend Chad Woolner called "being a solutions curator." He shares his experience of attending his kids' wrestling tournament and chatting with Chad, who applied internet marketing principles to his chiropractic practice. Chad introduced the idea of being a solutions curator to his fellow chiropractors, emphasizing that they are not just chiropractors or marketers but solutions curators. The concept revolves around understanding that clients come seeking solutions to their problems, and it's the practitioner's job to curate various solutions to address those problems comprehensively. Brunson draws parallels between Chad's approach and his own philosophy of curating the best marketing practices for his audience. He encourages listeners to view their businesses through the lens of being solutions curators, focusing on serving their dream customers by providing curated solutions tailored to their needs. He emphasizes that this perspective shift can lead to breakthroughs in business strategy, including the development of value ladders, different offers, upsells, downsells, cross-sells, and backend sells. Brunson suggests that by adopting the role of solutions curators, entrepreneurs can better serve their audience and create more value. He concludes by thanking Chad for introducing the concept and encourages listeners to share the episode if they found it valuable. Learn more about your ad choices. Visit megaphone.fm/adchoices

In this episode, Russell and Alison answer the question "How do we get CERTAINTY as entrepreneurs?" Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing It sounds like Russell and Alison are creating an amazing atmosphere of encouragement and empowerment. Russell's analogy of stepping into the fire to gain certainty is powerful—it's through facing challenges head-on that we truly grow. And Alison's point about the importance of community in celebrating successes is spot on. Being surrounded by like-minded individuals who understand the journey and can offer support makes a huge difference. It's clear they're passionate about helping others succeed and providing a supportive environment for growth. Learn more about your ad choices. Visit megaphone.fm/adchoices

In this episode, Russell and Alison answer the question "Is my value ladder backwards?" Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing In this insightful and informative conversation, you received invaluable advice from Russell on structuring a value ladder and the importance of investing in yourself. It seems like Li-Sann Mullings gained solid direction on how to move forward with her business, especially transitioning from one-on-one coaching to group coaching and creating home study courses. Alison also emphasized the ripple effect of providing excellent service to customers, highlighting the importance of learning from successful models and applying those principles in your own business. Learn more about your ad choices. Visit megaphone.fm/adchoices

In this episode, Russell and Alison answer the question "How long do you stick with a product that's not working?". Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Hey there! So, you're diving into this podcast where Russell Brunson and Alison Prince tackle a common question: When should you call it quits on a product that just isn't selling? It's a dilemma many entrepreneurs face, and their insights shed light on a crucial aspect of business strategy. Russell starts off by sharing anecdotes, including one about a friend who persisted with a product for years, only to find minimal success. He emphasizes the fine line between perseverance and recognizing a "dead duck." Sometimes, a product needs a pivot in positioning rather than a complete overhaul. Denise chimes in with her own experience, having switched gears after realizing her initial product wasn't hitting the mark. She's now venturing into a new area that aligns more with her passion. But she's still unsure about how long to give a new product before calling it quits, especially when it comes to specific offerings like a cookbook. Russell and Alison offer valuable advice, stressing the importance of positioning. They highlight how sometimes it's not the product itself that's the issue but rather how it's presented to the market. A simple tweak in messaging or target audience can make all the difference. In the end, Denise feels reinvigorated, ready to tackle both her new venture and potentially revisit her previous product with a fresh perspective. It's a testament to the power of strategic thinking and the value of seeking advice from experienced mentors like Russell and Alison. The conversation wraps up on a high note, with everyone energized by the exchange of ideas. It's clear that these "hot seats" are not only informative but also incredibly inspiring for all involved. Learn more about your ad choices. Visit megaphone.fm/adchoices

In another episode from the recent "Ecomm Vs Expert Smackdown" event, Russell and Alison discuss the importance of selling your vision and how doing that will actually sell your product. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- In Russell Brunson's Marketing Secrets podcast, a Q&A session is held to explore the potency of selling a vision rather than a product. This concept is exemplified by Alison's presentation at an e-commerce event, where wood blocks are transformed into desirable items through creative visualization. The importance of entrepreneurs embracing this mindset to boost sales is emphasized by Russell. Advice is sought by Andrea on promoting home cooking to parents through an e-book. Despite having a large Instagram following, she struggles to convert Latin moms. Recommendations are given by Russell and Alison to shift the focus from easy cooking to emotional connection. The use of Instagram to drive traffic to her email list is suggested, emphasizing its effectiveness for sales. Consistent email communication is highlighted as crucial, with Russell sharing his experiences and stressing its long-term impact. Practical tips on crafting engaging email content are offered by Alison. Gratitude is expressed by Andrea, who pledges to implement the advice to enhance her marketing strategy. Learn more about your ad choices. Visit megaphone.fm/adchoices

In this episode from the recent "Ecomm Vs Expert Smackdown" event, Russell and Alison answer a question about how to balance family and business in your life. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Russell Brunson: Hey, what's up everybody? We're back to Q&A's here on the Marketing Seekers podcast. The question for today's episode, again, came from the Ecomm versus Expert Smackdown with Alison Prince and I. And during that event, we opened it up for questions and you guys asked them and we gave answers. So this next one was about how do you make time for, if you have a busy life, like how many of you guys have a busy life? You got family, you got work, you got all these things. How do you do business and family and church and all the things? How do you juggle all the things and don't go crazy? So that is the question for today. And both Alison and I tag team this one to give you guys some answers that hopefully will help. Again, they're not something that we're flawless at or perfect. I'm definitely not, maybe Alison is, she probably is. But something that I've been learning and I've been... That I've had to do to be able to try to do all the things. We always want to have it all. How do I have a business and a family and my church responsibilities and I want to read books and I want to have fun and I want to... All the things. How do you do it all? So hopefully this question will help answer the way that Allison and I look at things, and hopefully it'll give you nugget or two to help you on your journey as well. So that said, we're going to queue up the theme song. When you come back, you have a chance to hear Alison and I talking about how in the world we make time for family and business and church and all the things at the same time. Brent Coppieters: Another question from Kathy that we pulled off, she says, "I have loved every moment of this event so far. I have an extremely busy family that is always on the go with work, family life, and church. I want to ask how you manage to have time for your business and your family." Russell: Good question. We can both probably answer this really well. Alison Prince: Yeah. Russell: My life right now, just so you guys are fully aware, is insanely busy, too. I'm in the middle wrestling season. I'm one of my kids wrestling coaches so every single day at 2:30, besides yesterday, but today I'm leaving as well, I pack up everything and I run and from 2:30 till 6:30 I'm at the gym with my kids wrestling. That on top of running 'Click Funnels' and 'Magnetic Marketing' and 'Marketing Secrets' and my church calling, so I get it. Life is busy and I've got five kids and there's also soccer games and all the other things. It comes down to a couple things. Number one is prioritizing your calendar, where do things actually fit in? And number two is becoming really good at being present, like I am here and I am present. I'm a hundred percent with you guys. I'm not over here on wrestling practice right now or my family... I'm here a hundred percent. And when I go home, I'm with my family a hundred percent. When I'm at my office, I'm a hundred percent. Most people are splitting their brain power between five different things. They're at work, but they're also worried about this over here and they're not being present. And for me, it's like, I have my calendar and I say, okay, for me, I have to get up earlier to get everything done. Especially during the wrestling season, it's really hard for me. So I get up between five and seven depending on what I need to get done. So that time's there, it's blocked out and it's usually writing time. I need to write during this time. And then from seven till like 8:30, that's when I'm waking my kids up, I'm driving them to school. I want to be the dad who drives my kids to school. So that time it's like, computers off, everything's off, and I'm in the car driving kids back and forth because I have kids in every school, they don't all go to the same school. So it's like back and forth and back and forth and back and forth. And then I get done, I got a 30 minute shower and then boom at the office. And from this time, this time, I'm work mode and I'm doing work, I'm getting work done. And it's like, I'm able to be present in that moment. I think for most people, it's figuring out I got to schedule the time or it's not going to happen. I know the time my wife and I have, this is the time my wife and I have to spend together and it's blocked out, it's scheduled, I'm present when I'm there as much as I can. And I'm not perfect with this. I would be lying if I was like, "Oh, I'm flawless." But I try to do it that way where I figure out in Google calendars, I block out this is when this happens, this happens, this happens. And in those windows, I try to be a hundred percent present, on the thing and so I can get the work done. And if you think about this, a couple times a year this happens, where like my wife and I are flying somewhere, flying to Hawaii for a family trip or something. I got a two hour window in the morning to get work done. And when I come in and for two hours, I go as fast as I can. I can get more done in a two hour window than typically I would get done in an eight hour day. Why? It's because there's time that's compressed and I'm present. And so for me, it's like, I got to be living my life that way all the time so I can get everything done I'm trying to get done. So it's like compressed time, being present, and you get so much more done than you'd ever believed. That's kind of my hacks. Alison: That's so good. I call them 'power hours.' And it is, it's putting that limited time and you get so much more done in there. But think of it this way, too. We're both super busy, right? We understand it. And so this program is actually designed for busy people, because if we can teach you how to do this when you're busy, imagine what's going to happen when it's not busy. And so we didn't design this to go slow, to... I don't know, dawdle around. We designed this for busy people and we show you... I talk about 'power hours' all the time and how to set them and make them like... I think of it like when I schedule a hair appointment, you probably don't have this problem, but when I schedule a hair appointment, I will not miss that hair appointment for anything. If I have a broken leg, I'm still going to show up because it takes two to three months to get in. And if we can treat those 'power hours' like that, then that's when magic happens. And so again, we teach you how to do it on a busy schedule so that you can make this happen. We help you to build those habits that keep you going over and over and over again. Learn more about your ad choices. Visit megaphone.fm/adchoices

Another question from the recent "Ecomm Vs Expert Smackdown". Russell and Alison talk about college and entrepreneurship and which one they feel is more valuable. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Russell Brunson: Hey, this is Russell, and welcome back to the Marketing Skills podcast. You guys have really been enjoying these Q and A's, so we got a couple more for you. And again, these came from the e-comm versus experts Smack Down Allison Prince and I did. Hopefully had a chance to attend that event. If you didn't, come on now, do you hate money that bad? Like we put on these amazing events, we kill ourselves, we prepare for months at a time to put these things on for you, and then you were too busy or you didn't take the time off. Come on, you got to be there. There's gold every single time. Anyway, the event was amazing, and we did a whole day of Q and A's and stuff. There's goal every single time. Anyway, the event was amazing and we got some, we did a whole day like Q and A's and stuff. A lot of really good ones came through. This one was one that's interesting. I'm titling this episode College Versus Entrepreneurship. But the questions you'll see with somebody who's about to graduate from college, has spent all the time, energy, and money doing this thing, but then they're not passionate about what they're learning. They are passionate about being an entrepreneur, like what do I do? I think for a lot of you guys you're in some version of that, right? Most people don't start entrepreneurship on day number one. You've done something, you've pursued something, you have a career, you have a business, you have a family, you have something first, and you're not happy. You're looking for where to go from there. Hopefully the Q and A from this session will help you if that's where you're at. All right, with that said, we'll cue up the theme song, when we come back we're going to discuss college versus entrepreneurship. Brent Coppieters: First off is from Austin Lark. He says, "I'm so torn. I am just about to graduate from college, and I am not passionate about what I have studied. I feel drawn to life as an entrepreneur. What advice would you give someone like myself?" Alison Prince: Do you want to take it or do you want me to? Russell: We can tag team this. So good news, I remember going through my college. I went to college because I wanted to wrestle, so that was the thing. I got my degree, and I remember at my graduation sitting out, had cap and gown, all these things on. I remember luckily for me I had started my business at the time, but I remember looking around at everybody else, and they're all celebrating inside, and I was like, I didn't actually learn anything of value. I have no valuable skills. If I was these guys I would be so scared knowing that they had to go out the next day and use what they learned to actually get paid money. I was so grateful I had this thing. I think for you, I wouldn't look at it as a negative thing. My college time was amazing because I got to wrestle, I met my wife, all the amazing things happened, friendships. But man, I was so grateful that I had this thing that I was looking for, that I was doing, and it wasn't big at the time, but I had started, and I was like okay, now this is the direction I want to go with my life. I think if I was you, and I don't know your situation, life, what you're doing or where you're at, but I would be excited that I had a chance to experience the college life, I got to do all those kind of things, but now I've been given this gift where I know what to do and I know what to do with my future. I remember looking over, because my degree was computer information systems. I was going to be a programmer. Alison: You were? Russell: Yeah. I can't program anything. And I remember everyone that was on my row at graduation, they were all in my class. I was like we didn't learn how to... I have a degree, I don't know how to program anything. And these guys got the same degree and they're supposed to go to like real companies and ask for jobs to do the this thing. I was like man they still have to go and learn all this stuff on the job anyway. They didn't actually get anything that was going to be helpful, at least in my degree. My guess is, for most of you guys, especially if you're going through college, you probably don't have the skill set anyway. You're going to have to learn it on the job anyway. Might as well start doing that next to the learning on the job on something that you're passionate about, that's going to be for you. That would be kind of my feedback. I don't know. Alison: One thing that I've learned and I've thought is super fun, I've actually watched a lot of people do this is the whole ability to sell. We actually have to use this all the time. Not just in our business, we buy houses, we buy cars, some of you buy motorcycles, right? And then we have to sell it and then we go buy the next thing. And you can actually use this process all the time. Because we're constantly buying things. Right? I had one student, this was before the big housing boom where houses were not selling at all, and she used the process of selling. Her house had sat on the market for a long time, wasn't moving. She went to the realtor and says, "Can I just tweak something?" She went in wrote up a new description, within 24 hours, she had not only a full price offer from three people. Someone paid over $30,000 more because of the description. And so the stuff that we're teaching is more... It's so good for business, yes, and get you going, but you need this stuff in everyday life. Why isn't this stuff taught in regular schooling? I don't understand because this is what we have to have to survive as adults. Russell: Yeah. Sales, persuasion, all those kind of things for sure. Learn more about your ad choices. Visit megaphone.fm/adchoices

Russell and Alison answer another question from the recent “Ecomm Vs Expert Smackdown”.  Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Russell Brunson: Hey everybody, this is Russell Brunson. Welcome back to the Marketing Secrets podcast. I'm back with some more Q&As from the e-com expert SmackDown that Alison Prince and I did last week, and this next question was a really fun one. The question they asked was, as they're pursuing their business, how do they choose between their head and their heart? This person asked a question, their heart had an idea and a passionate thing they wanted to do, but they didn't know if they saw the clear path. How is it was going to make money? How is it going to do all these things versus their head. Oh, there's other ways I can do this that are very numbers based. I can make money faster and all those things. The question was, how do I choose between my head and my heart? So I think it's something a lot of us struggle with because all of us have these missions, right? We're called on this mission. Then part of it's like, oh, I got to make a bunch of money. And the yin yang between that, and how do you figure it out, and what do you do, and which one do you follow? Do you follow your head or your heart? So I think that this question was very relevant and timely for most of us, and hopefully for you, and hopefully my answers and what Alison and I give back will be useful for you as well. So that said, we're going to queue up the theme song when we get back. You have a chance to answer this question. How do you choose between your head and your heart? Brent Coppieters: This is from John. He says, "How do I choose between my head and my heart? My heart tells me that I should pursue one direction, vision, and path. And this feels like my calling from God to empower men, in particular husbands, to overcome destructive, addictive behaviors. But my head says that I should pick a more practical direction, a product or some other safe bet. How do I go all in and follow my heart when self-doubt and fear are so strong?" Russell: People look at my business today and they're like, "Oh, Russell, you picked such a good market. You picked funnels." And, of course, that's the big thing. This is amazing. But I want to rewind back 18 years ago. 18 years ago I started learning about this and I was like, "This is the greatest thing in the world!" And I started telling everybody. I told my mom about it, my friends about it, my family about it, and they're like, "Oh, he's crazy," right? And I was like, "None of my friends want to know about this. I gotta tell someone about it. So Brent was here for this. I literally bought radio ads in Boise, Idaho saying, "I'm doing an event talking about marketing and sales funnels, and how you can grow a business online. Dah, dah, dah, dah." I ran radio ads because I was so excited about this topic. And guess what? We got a dozen people who responded to radio ads. Like sweet, rented a Holiday Inn. We got things set up. I got there. I had a presentation. I had my shirt and tie on. I was all ready. People showed up for the event. The first event was supposed to have, I don't know, 50-60 people that had RSVPd from the radio ad. Two people walked in and I was like, "Oh, crap." And I'm like, "Well, we should wait a minute or two to see if anybody else comes in." And then no one came in. I'm like, "Well, all right." And so I did a presentation to two people talking about funnels. And then two hours later, the next group was supposed to come in, like one person came. The next group, three people came in. So that day I was expecting to teach a bunch of people about funnels, but nobody cared. But guess what? I didn't care because I loved it. I was obsessed about it. I was passionate about it. So I talked about it, I talked to about it, I talked about it even though nobody was there. Then I did another event and guess what? Nobody showed up. I did another event and very few people showed up. I did another one and another one and another one, and I did it because I care about the topic, because I'm obsessed with it. I did it because I loved it, and I would've done it even if nobody ever showed up. Now, guess what? Because I love about it so much and I kept doing it and kept doing it, this is the heart stuff. I kept doing it and kept doing it and kept doing it, eventually other people started getting excited. Other people started seeing the vision. Other people started showing up. And now 18 years later, you go to Funnel Hacking LIVE and there's 6,000 crazy people in the stands who are all obsessed with funnels like, "Oh Russell, you're a genius. You picked the greatest market ever." No, I picked a market that was not there, but I was obsessed about it and I cared about it. And so for you... What's his name? John? Brent: Yeah. Russell: If you're excited, if you're passionate about that, don't... If you're going to say, "What's going to make me the most money the fasted?" Don't go that way. Look at like, what do I actually care about? Funnels are not making me the most money the fastest by any stretch, but it was my art. It's what I cared about, it's what I wanted to do all day. All I wanted to do all day is talk about funnels. And there was no market. Nobody cared about it, but I kept talking and kept talking until people cared about it. And that's what we have to do, especially on the expert side. If you're excited by it, this is your art, this is how you're called to change the world... Like your people might not be ready for you, but you might not be ready either. Most people who came to my event 18 years ago in the Holiday Inn in Boise, Idaho with the two other people you'd have been like, "That guy has no idea what he was talking about," right? Because I didn't understand my framework, so I didn't know how to talk. I was awkward. I was nervous. I was all the things. I wasn't ready either, but I would never become ready if I didn't start. And I kept talking about, I kept talking about. So this is the heart stuff. If you love this, if this is your art, this is your passion, this is your mission, you've got to go out there and start doing it. Start talking today. That's why I always tell of people, if you want to do this, start publishing somewhere. It can be a blog or a podcast or a video, just doing something, because a couple things will happen. Number one, you're going to feel awkward when you first start because you're like, "Oh, nobody's even listening." And the good news is that at the very beginning, you're probably going to suck, and so it's good news that nobody's listening, okay? But if you keep doing it consistently, eventually you're actually going to get good. And the longer you do it, the longer your dream clients, the people you've been called to serve, will have to actually find you. In Traffic Secrets, I'll probably mess up the quote, but Nathan Barry wrote a blog post and I quoted it in the Traffic Secrets book, but it was called endure long enough to get noticed. In the blog post he talked about how most of us... There's so much content between Netflix and Disney blog, all the shows. There's so much content happening that most of us don't jump on the new show. We wait for season one, season two, season three. If after season three or four people are still talking about it, then we're like, "Okay, I'm going to go dive into this thing because it's endured long enough to get noticed." And the biggest thing is true for us as well. At first, no one's going to pay attention. But you keep doing it, you keep doing it. And if you are willing to out survive it because you're so passionate about your art, and you keep doing it, and you keep doing it, and you endure long enough, then your people have a chance to find you. So that's the key. Don't do the practical thing like, "Oh, I'm going to go get a doctor's degree," or whatever. Do the heart thing, but don't do it because I'm trying to start a business right now. Do it because you are actually called, because you love the people, because you want to change their lives. And if you keep doing it, and you're passionate, and keep talking about it, eventually they'll come. But you’ve got to double down. Alison Prince: Can I ask you a question? Do you think your passion helped you to get through the hard days, to help you to keep showing up, versus let's say you are an accountant. You're like, "Oh, I got to show up again." Do you think showing up from your heart versus your head helps you to get through the harder times? Russell: 100%. Your head... Yeah, yeah. Because for me, again, it wasn't... I think you're the same way. Whether you made money on this or not, you're here to serve people because you love this. You change your life. You want to change... That's the biggest thing is the heart is like it doesn't matter if it succeeds or it fails. Some days we have big sales days. Some days we have no sales days. But we keep showing up because this is my calling. This is something that I believe in. I'm so passionate about it. Even if somebody doesn't buy something, but they hear something that gives them that shift, that means the world to me. But if it's in your head, maybe you'd make more money in the short term, but in the long term... The legacy flows through our VIPs... I did a private session to you guys yesterday morning talking about our Super Bowl goals and things like that. You want to hit what is your Hall of Fame goal? It's going to be hard to hit up here. It's going to be coming from here. Learn more about your ad choices. Visit megaphone.fm/adchoices

In the recent "Ecomm Vs Expert Smackdown" event, a question about imposter syndrome was posed by Ben Moote. Russell Brunson introduces the Q&A segment from the event on his Marketing Secrets podcast, highlighting the relevance of the topic for everyone in their career journey. Ben shares his struggle with imposter syndrome, expressing how deeply ingrained beliefs of scarcity and unworthiness have affected his opportunities and relationships. He seeks advice on overcoming this negativity to move forward. Russell responds by acknowledging his own experiences with imposter syndrome, revealing that he still faces it despite his success. He emphasizes the importance of shifting focus from oneself to serving others. Russell shares his personal coping mechanism of prayer and focusing on the audience's needs rather than his own insecurities. Alison Prince recounts her initial fear of public speaking and how she visualizes passing her fear to someone else, like Russell, before going on stage. She shares how this technique has helped her overcome her nerves. Russell adds that having support systems like momentum coaches can be crucial in dealing with imposter syndrome and other limiting beliefs. These coaches provide guidance and help entrepreneurs navigate their challenges. Alison underscores the value of momentum coaches in providing support and guidance tailored to entrepreneurs' needs. She shares her gratitude for the opportunity to work with individuals who are willing to take risks and make positive changes in their lives. The conversation highlights the ongoing nature of personal growth and the importance of having support systems in place to navigate challenges and achieve success in entrepreneurship. Learn more about your ad choices. Visit megaphone.fm/adchoices

In a recent episode of his podcast, Russell Brunson discusses the pursuit of worldly goals and shares a powerful message he received from Brooke Castillo on the topic. Russell begins by introducing Brooke Castillo, an entrepreneur who has built a successful coaching business. He highlights her impact in certifying coaches and praises the quality of individuals who go through her program. He then delves into the topic of pursuing worldly goals, acknowledging the challenges associated with it, especially within certain cultural and religious contexts. Russell reflects on his own journey and how hiring a coach helped him align his business goals with his spiritual mission. Russell shares Brooke's message, emphasizing the importance of worldly goals in personal evolution. He highlights how setting ambitious goals requires overcoming self-doubt, fear, and societal pressures, ultimately leading to personal growth. Brooke's message underscores the idea that individuals are inherently worthy and capable of pursuing their desires. She encourages embracing discomfort as a sign of progress and emphasizes the significance of pursuing big goals. Russell relates this message to biblical teachings, particularly the parable of the talents, which illustrates the importance of utilizing one's gifts and talents to their fullest potential. He concludes by affirming that individuals are called to pursue greatness, even if they feel unworthy or unprepared. Russell encourages listeners to step into their potential and embrace their desires, acknowledging that the journey of personal growth is ongoing. Overall, Russell's discussion highlights the transformative power of pursuing worldly goals and the importance of aligning personal aspirations with one's spiritual journey. Learn more about your ad choices. Visit megaphone.fm/adchoices

This episode Russell dives deeper into goal setting, which goals to pick, why to pick them, and a whole bunch of other cool stuff. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Russell's podcast episode is packed with valuable insights on setting and achieving goals. He breaks it down into two main concepts: the Hall of Fame goal and the Super Bowl goal. The Hall of Fame goal is like a long-term vision, reflecting who you want to become and be remembered as. Russell emphasizes the importance of identifying role models or mentors whose characteristics you admire and aspire to embody. By setting this overarching goal, you establish a direction for your personal growth and contribution to others. On the other hand, the Super Bowl goal is more tangible and time-bound. It's about achieving specific milestones or accomplishments that contribute to your overall vision. Russell suggests applying the concept of definiteness of purpose to these goals, meaning having a clear and specific plan to achieve them. Throughout the episode, Russell emphasizes the importance of having a definite purpose, whether it's in personal growth, business, or contribution to others. He also touches on the significance of understanding and meeting your basic needs, as outlined by Tony Robbins' six human needs framework, before focusing on growth and contribution. Overall, Russell encourages listeners to think deeply about their goals, both in terms of who they want to become and what they want to achieve, and to approach goal-setting with clarity, purpose, and a strategic plan. Learn more about your ad choices. Visit megaphone.fm/adchoices

Check out this fax that Dan Kennedy sent to his Diamond Members talking about Batman, success, and a whole bunch of other really cool things. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Hey, what's up everyone? This is Russell Brunson and I'm excited. Today's episode is going to be a little bit different. Right now, I'm working on a project with Dan Kennedy. And for years, he used to send a weekly fax to his diamond members. And right now, we're putting all of those into a book. And there's a bunch of cool things happening with it. It's insane. But one of the faxes, I just stumbled upon it and the title caught me. I had to read it. And then it was so good, I wanted to read it to you. So the title of this fax from Dan Kennedy is called, Parables of The Batman. All right, so like I said, I'm working on this project with Dan Kennedy. We're putting together all his faxes. People used to pay $297 a month to be a diamond member. They still do, actually. Sorry. And in that program for the five, or six, or seven-year period of time, Dan would send them a weekly fax. And I found in the archives all these faxes. They're insanely cool. Dan's thoughts on whatever he was thinking about that week, it was literally fun. And so we're actually putting them together into a book that eventually, we'll be giving to all diamond members. So if you want more of these, you need to upgrade to become a magnetic marketing diamond member here in the future. That'll be the bribe, is giving everyone this book of all of Dan's faxes from a seven-year window. But anyway, as I'm going through the book, I found this one. Obviously, you guys know I'm a superhero fan. I'm a Batman fan. I'm all the things. And so this fax, as I was scrolling through the book before we sent it out to print, the title of this fax was called, Parables of The Batman. And so, of course, I had to read it. And it was so cool, I wanted to read it to you, too. So here we go. This is in Dan's words from his fax. He said, "I finally got around to watching The Dark Knight Rises, the third, final and only disappointing film in the trilogy produced by Christopher Nolan. In it, there is a hell-hole of a prison deep beneath the earth's surface, featuring the ultimate cruelty, impossible hope. There's a tall tower carved out of the rock, rising several stories to the surface. Blue skies visible when standing at its bottom, looking straight up. Prisoners are free to attempt climbing up and out. And they do from time to time, with a rope tied around their waist to catch them bungee-style before they fall to their death. There's a legend known to all the suffering prisoners passed from one generation to the next about the only person who ever succeeded at this escape, a child." "It is in this subterraneal hell that a crippled Batman, i.e., Bruce Wayne, has been left to die. After a brutally-difficult, primitive-managed rehab, he attempts and fails in this escape. Not once, but twice. At point of surrender, an aged prisoner, who has befriended him, tells him the secret of the child who did successfully clamor up the entire tower and escaped. The child climbed without the rope. The weight of the rope, more the embedded thought created by wearing the rope, that one is going to fall is just enough burden to ensure failure. The old man says that to have a chance you must climb without the rope. This is a remarkable success parable buried deep in the film that few will notice." "Most people try to achieve various lofty ambitions, perhaps the greatest of which is freedom and autonomy, while still dragging contrary conventions, industry norms, counterproductive beliefs, slothful behaviors, et cetera, tied to them by a heavy rope. The higher they try to climb, the heavier the burden of the rope. I first taught this in the early 1980s as a simplified cycle cybernetic concept, in terms of the importance of a bountiful garden and pulling weeds, not just planting flowers. I'm often asked that, to be super successful must I lose my friends? If your friends are unambitious, or delusional, or toxic, then yes, they must be left behind. You must sever your ties to all the ordinary ideas, and behaviors, and business practices of the masses, of the majorities. You must climb without the rope." "The Batman himself is a parable. He is unlike most other costumed superheroes. As I pointed out before, Superman is an alien from outer space and that is the source of his superhuman powers. Spider-Man was bitten by a radioactive spider, et cetera. Most superheroes come from a distant planet and are gifted powers by unworldly beings, the Green Lantern, for example, or science experiments gone wrong or accidents like spideys. Few have no superpowers at all, but simply decided to make themselves into superheroes. The Batman is a creature entirely of Bruce Wayne's decision. If the genealogy of such things interests you, the predecessor closest is the Shadow. Further, The Batman made himself into a master detective and an extraordinary athlete, martial artist, fighter and an intimidating personality." "Anyway, there's probably a rope tied around your waist. Perhaps thinned by use, skinny as twine. Perhaps thicker and heavier than the huge rope tied to the steamship's anchors. You might want to pull on it and examine all that's tied to the other end. Shedding dead weight eases the speed of the journey. Oh, and the heaviest dead weights are never things or people. They are thoughts and beliefs." Oh man, you got Dan Kennedy talking about Batman, and superheroes, and personal development. What more could you want? All in one amazing fax. So any of you guys who eventually, someday get the Dan Kennedy fax book, The Batman fax is on page number 79. Hope you guys enjoyed this one. And I'm going to keep bringing you guys cool stuff I learn from Dan. Thanks, everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

The secrets of transforming your identity into an actual obsession. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- What's up, everybody. This is Russell Brunson. Welcome back to The Marketing Series Podcast. Today, we're going to be going even a little bit deeper, talking about identity. All right, I know I talked about this stuff a lot, but it's in my head on my mind a lot. I think sometimes we talk about a topic and then we're like, oh yeah, I know what that is. So the topic we're talking about is identity shifting again. And I've talked about it in so many different ways. Like we talked at it from a marketing standpoint, like with your audience, you've got to create an identity shift if you truly want them to move and follow. In goal setting, we talked about you have to have an identity shift if you want to actually move and change. But I had a weird realization over the last probably 48 hours or so. So those who don't know, my life right now, and we're in the middle of wrestling season. I help coach the kids high school team. So every day at 2:30, I leave the office, race over to the school, and I coach. And it's kind of weird, because I'm not the head coach. I'm there just kind of wrestle my kids, and help people, and whatever. But it brings back all the memories of when you were doing it, right? When you were wrestling, and when you were competing. And for me, it was like, man, wrestling was my life. Like it was the only thing that mattered. There was nothing else. There wasn't like a number two or number three. It was like wrestling and then nothing else. And it's interesting because I watched the kids now, we've got some really good wrestlers on our team, but I think it was two days ago, maybe three days ago, I had this realization. I said there's a difference between people who are wrestling and someone who is a wrestler. And I was looking, because most of the people on the team are here and they're wrestling. They come to practice every day, they wrestle. Then they go to the matches, they go to the tournaments. They do stuff and they wrestle. They're wrestling. But there's a difference between just wrestling and then those who are wrestlers. Right? And it was interesting, because last night my high school I grew up in, it's Hillcrest High School in Sandy, Utah. Every year there's this rivalry against Brighton High School. We hate Brighton. And Brighton's the big... It's Hillcrest versus Brighton. And I think it was like 40 or 50 years ago, they started this thing called the Battle of the Ax. And so they had this huge Ax. And each year, whoever wins the dome gets to keep the Ax. And so when I was a senior in high school, we had lost the ax like 13 or 14 years in a row. And our senior year, we were a really, really good team. And my senior year we actually won the Battle of the Ax. And what's crazy cool is last night, Hillcrest won the Battle of the Ax again, for the first time in 24 years. First time since I was a senior in high school. And so I saw that on Facebook, someone posted it. So I got all excited. And so I started going back through all my old video files. And I found videos of me wrestling in the Battle of the Ax. And then us winning the ax, and us going crazy, and videos of the ax and like all these things. And so it's kind of fun, I went and took some little screenshots and some clips of me wrestling. And I posted it on Facebook and tagged all my old wrestling buddies and coaches. And anyway, the last 12 hours have been a lot nostalgia for me, just seeing my coaches comment, my friends and my teammates. And ah, just thinking about it. But I started thinking this morning again, as I was looking at that, this is the identity shift, right? There's a lot of people who do wrestling. There's a lot of people who, again, they go through the motions, they do the thing. But there's a difference. When I was competing, I was a wrestler. And what does that mean? Like what does it look like? Because from the outside, it probably looks similar. But the difference was, when I would wake up in the morning, all I was thinking about was how to become a better wrestler. I was at school, in classes, that's all I was thinking about. When wrestling practice started, I was there. I showed up early. As soon as I got in the room, we started wrestling, started rolling around. As soon as practice ended, my dad would show up and I would do a second practice every single day. And then on the weekends, like when we traveled, we brought wrestling mats. We literally have wrestling mats that we'd hook to the top of my dad's truck. When we'd drive on family vacations, we'd get the wrestling mats out and we'd wrestle in the morning before we would go do our, go on the lake or whatever. I wasn't someone who was wrestling, I was a wrestler. It was different, right? It's an identity shift. Like it was my life. There was nothing else. It is who I was. And I look at the kids who are the most successful, if not the ones who wrestle, that it's the ones who are wrestlers, where it is who they are. It's who they become. And I keep trying to think, how do I instill that in kids? In wrestling, how do I get you to go from being like, oh yeah, I'm wrestling. I go to wrestling practice. Like, no, no, no. You don't understand. If you really want to be the best, if you want to be a State Champ, or a National Champ, or an All American, or whatever, the thing is, you have to... It's more than this. It's not just doing the motions that everybody's doing. It's like, you have to have this identity shift where you become a wrestler, where that's all you do. That's your full-time am job, income, livelihood, thought process. Like everything is wrapped into that thing. So why do I share this with you guys? I share it with you guys because as I've been now, 20 something years, teaching entrepreneurship, and online marketing, and doing this thing, I see that same division. There are people who start businesses. There are who try to make money. There's people who, whatever, right? But the people are successful, the ones who actually had the identity shift, where they have become an entrepreneur, they become a publisher, they become an author. They become something different. And you can tell that shift because it goes from like, "Okay, I got to work on my business today for an hour." Or, "I got to block out three hours," to "This is my obsession." I was talking about it with... Recently, I let go some people who had been in our company a long time. And I remember for me, it was like... It's tough because I'm like, man, if I got fired from this, from what I do, it's my life. There's not like I go to work and then go home at night. It's like, this is my life. And this is my life and I'm thinking about it all the time, like when I'm the shower I'm thinking about it. At my home, my family... Maybe that's wrong. I don't know, it's an obsession, but if you look at my identity, what am I like? I am an entrepreneur. I am a curator. I am a... Like, I could give you different identities that I resonate with. But it's deep. It's not a dabble. In fact, I remember, this is a couple years ago, somebody asked for my email address. I gave it to them. They're like, "That's your work email. What's your real email?" And I was like, "What are you talking about?" And they're like, "Well, don't you have a personal email and a work email?" I'm like, "There's no division." I don't have a personal life and work life. This is my life. You know what I mean? And I was confused, because I remember someone on my team, assuming now I think I've learned since then that almost everyone has a work email and a personal email. But for me, again, there's not a line between those two things. This is my mission. When I was wrestling, I was a wrestler. My mission was singular focused. There was one thing. Since I've gotten out of wrestling and I've become who I am now at today, there's no work Russell and home Russel. There's Russell, and this is who I am. This is my personality. This is my identity. That's how deep your identity shift has to become. And not that you can't have success without it. People have success, they make money, blah, blah, like those things. But if you really want to, in my mind, to change the world, to do something amazing, it's deeper. It's this thing where it becomes you. That's what an identity shift is. It's not saying, "Oh yeah, I wrestle." No, no, no, no, no, no. I'm a wrestler. Like you cut me, I bleed that color. I remember Stephen Larson one time, in fact, we made a whole t-shirt, a theme, out of funnel hacking live when you're calling people diehard funnel hackers. And his joke was, if you cut me open and you see my heart beating inside, you'll notice there's a blue gear and a red gear. That's how deep I am in this community. And so we made these t-shirts that said Diehard Funnel Hacker, and it had a beating heart, click funnel's heart. But again, that's the kind of identity shift you have to have. And I don't know exactly how to do that, or how to have it, other than it's got to become an obsession. I think in our society, in our world, people talk down about obsessions sometimes. Because there's definitely a negative stigma sometimes. And it's tough. As a producer who likes to produce, I struggle with people I love around me, including my wife and other family members, other people who are just like, "You got to turn it off. You got to stop." And I'm like, I don't understand what this means, turning it off. It's not like I'm going to work and I'm leaving work. It's who I am. It's my identity. There's no on off switch. It's just, it is.And that's the level of identity shift you've got to have you really want to change the world. I remember, I think I shared this on the last episode of the podcast. But I remember there was a wrestling film I used to watch all the time, with Tom and Terry Brands. And it started with, "My name's Tom Brands. My goal's simple, I want to be the greatest wrestler in the whole world." And then the second guy is, "My name's Terry Brands. My goal is simple. I want to be the greatest wrestler in the whole world." That was not somebody who was going to work and then going home at night. That was someone who, they were trying to change the world. They were trying to be the best. And I feel like, man, if you really want to do something great, you got to do that. And it's tough for most people. Because most people don't have that. It's interesting, I had my time when I got to be an athlete, which for me was from... I didn't start wrestling until eighth grade. So from eighth grade till college. So there's what, four years high school, 8, 9, 10. So I had a decade. Wow, I had a decade. I had a decade where my sole focus was being an athlete, and everything was there and focused. And I look at most people, it's interesting, because now that I'm coaching high school wrestling, most people, their only chance to be athletes is two or three years. If they start as a sophomore, maybe freshman, they make it four years. That's the window of the life they're an athlete. And if they're not great or whatever, like again, if they haven't had that identity shift, they do the thing, but they're not... Like they miss that. I think for me, I was lucky where I had a decade of my life where I was singular focused. I had a chance to have that. And so for me to go deep on something, to be obsessed with something, I had done it before. That pattern was in my brain. It was easy for me to, as I switched to business, to become like, okay, I'm going to tackle this with the same like fervent energy that I did with wrestling. And so I was able to go deep on it, where a lot of people have never had that chance in their life. They've never gone deep. They never sacrificed everything they had for something that they wanted to get. And if you haven't in life, it's going to be kind of hard. It's going to be hard to even understand. You've seen somebody who's crazy like me, and you've seen somebody. You get people around you, but you never experienced that. And it's like, how do you trick your mind? How do you train your mind? How do you go deep on it? And I don't know the exact answer, other than I think we got to stop thinking about it from a, go to work and back, and more of like, this is who I am, this is who I've become, this is who I serve. This is all the things related to that. So anyway, I'm sure some of you guys think I'm crazy, and you're rolling your eyes. And you're like, Russel, I didn't get in here to try to change the world, just trying to make some extra money. And I get that. But you will find out very quickly that the money is short lived. And the thing that, at least for me, and I don't think I'm unique in this. I've talked to a lot of successful people at the highest levels. I've talked to the Tony Robbins of the world, people like that. And it's the same thing, I don't do this for money. I have plenty of money. I do this because this is who I am. Like Tony Robbins is Tony Robbins. He's not like, I go to work and I motivate people. No, no, no, no, no. You don't understand. Tony is... I don't know how to explain it other than he is Tony. This is his mission, his life. And he'll be on his deathbed, running a UPW, like streaming it in. Like, I don't want to stop. Like, I'm going to go til the heart stops beating. Just keep going and keep going. And I think that's me. It definitely is me. Unless I find something different to shift my identity to, but as right now, I love this. I love who I serve. I'm obsessed with it. The art is so rewarding and fulfilling to me, where, again, like Russell you got to turn it off. Like why would you want to turn it off? I can't understand that. It does not compute in my brain. And that's the level of obsession I think you really got to have, if you want to be successful in anything at the highest levels. So anyway, again, just thoughts in Russell's head that I want to share with you guys. Yeah, so I hope that helps. I hope you guys... And for those of you guys who are like me, and hopefully it gives you permission to be like, it's okay. It's okay that I'm obsessed. I got to be careful, because there's a line of obsession where you can lose everything. You can lose your family, you can lose your friends. And I don't believe in that. I believe in trying to incorporate the people you love most into your mission. Like my dad was at wrestling practice every day with me. My mom came to my tournaments. I was able to incorporate the people I loved in the mission that I was on at the time. And I feel like the same thing's true here. I had the chance to bring my kids to Funnel Acting Live. We created a whole family event, unlocked the secrets for our families, because I wanted to bring my kids to an event. So it's like, you don't have to do it and lose everything, unless you isolate from the people you love. It's like, how do you incorporate and bring those people on the trip and the ride with you? So anyway, I hope that helps somebody. I appreciate you guys for listening. It means the world to me. We're working on a new Funnel Hub inside of ClickFunnels 2.0, the very first one is marketingsecrets.com. So it's not quite live yet. By the time you guys hear this, it might be live. Hopefully in the next day or two, we'll have it up there. But it is the first ever Funnel Hub built on ClickFunnels 2.0, which is exciting. Actually, it's not true. We launched magneticmarketing.com on ClickFunnels, 2.0. So that was the first one. And it is live so you can go see it. You can test page speeds. The page speeds are insane on it, which is really cool. Even though we haven't actually turned on all the cashing and optimization stuff yet, it's still way faster than every other page builder. So it's exciting. Good things are happening. And do you want to know why? It's because we're obsessed. All right, thanks, guys, for listening. Appreciate you. And we'll talk soon. Learn more about your ad choices. Visit megaphone.fm/adchoices

Most achievers I know struggle with truly feeling fulfillment. Some of my thoughts after a long weekend. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Hey, good morning everybody. This is Russell Brunson, and I want to welcome you back to the Marketing Seekers Podcast. I just dropped my kids off at school and I'm slowly exiting the parking lot with a million kids driving, hoping for my life. But I wanted to talk about something that's been on my mind for a little while, which is some of the downsides of being a hyper achiever. All right everyone, I'm still in the kids' parking lot, trying to get out, but I wanted to talk to you guys today about something that I was thinking about a lot this weekend, and it's interesting. I don't know if you'll learn anything from this, but I think for people who are like me, hopefully you'll feel less alone. And then people who aren't like me, this is me sitting on a couch and you get to be my therapist. So that's kind of the game plan. I hope that's all right. But what I want to talk about is some of the downsides of being an achiever, especially a hyper achiever. It's been interesting in my life and I wouldn't say all my life. When I was younger, I didn't have much direction or motivation or things I was trying to do. I used to come home from school and we'd watch cartoons and we'd eat Cheerios or Rice Krispies until dinner, and then we'd eat dinner and do homework, and that was kind of end of it. And I tried to play basketball. I tried to do some things, but I wasn't that good at anything. It wasn't until I started wrestling that I had my first identity shift, my first thing where I did something, I was like, oh my gosh, this is who I am. This is who I want to become and that was the day I became an achiever. I don't want to be good, I want to be the best. In fact, I remember there's an old wrestling movie we used to always watch and it had Tom and Terry brands on it, who, you know who they are they're twin brothers, the wrestled for Iowa, both world champs. One of them was an Olympic champ. And the video started with Tom Brands saying, "My name is Tom Brands and my goal is simple. I want to be the greatest wrestler in the whole world." And the next scene was Terry Brands. He said, "My name's Terry Brands and my goal is simple. I want to be the greatest wrestler in the whole world." And I remember I used to watch that and think in my head, my name's Russell Brunson and my goal is simple. I want to be the greatest wrestler in the whole world. And that was my goal and obviously I never met that goal. I never became the greatest wrestler at all time, but I set a high goal and I started working towards it and I killed myself to reach that goal. And I became an achiever so much so where I would do anything. I would cut 30 pounds a week. I was telling my high school kids I literally would come in on Monday at 160 pounds my sophomore year and then Thursday, I weighed at 130. And so yeah, I was losing 30 pounds a week every single week. I was doing just crazy things. I was working out. I was just wrestling, lifting weights, traveling around the country. Everything I could to reach that goal. And it's interesting. It's like there's something powerful about being a high achiever. You have this drive and you push and you get to accomplish and achieve things. But one of the downsides, probably the biggest downside is it's hard to be content and that's something I've struggled with my whole life. In fact, I see people who are very content and it's something that I am jealous of. Man, I wish I could just be content. I wish I could just sit there. I wish I could just relax. And the reason I started thinking about this, this weekend is because I start thinking about when in my life have I really felt content? And as hard as I can think, I only remember two times and the first time was in wrestling. And I apologize. I have kind of a cold right now. So if I'm sniffling, that's why. Or if my voice sounds funny. So the first time that I think I ever felt content was after my junior year and I had set the goal, I wanted to be a state champ. And I had worked towards it, worked towards it, worked towards it and I remember my junior year, I won the state title. And I remember winning it and then in the car driving home, I remember this is 17 year old Russell at the time and I'm driving home and I'm looking around, I'm looking at all the mountains and the scenery outside. And I was like, this is all? And I lived in Utah as a Utah state champ was looking around. I was like this is all of Utah and I'm a state champ. I'm the best in Utah right now. I'm the best in this entire state and I remember feeling so content that I was driving home and just like, ugh, I did it. I achieved that thing. And the rest of my wrestling career, I was always chasing after goals and dreams. I wanted to be an all American. I did get that. I became an all American, but I wanted to be a national champ and I took second. And then in college I wanted to win this tournament, that tournament. I did well, but I was never a national champ. I was never a PAC-10 champ. I never got to experience the big win again. I won tournaments and things like that, but winning my state title was the big thing and I felt so content afterwards. And so, but yeah, the rest of my wrestling career, I kept racing, chasing, chasing, chasing, and then eventually I lost and my career ended and that was the end of it. I never achieved that thing. And then for me, I was like, ah, as an achiever, I have to achieve something, and at the time I kind of started my business. And so I shift my focus to business and then I spent the next decade and a half running a business, running a business. And the weirdest thing I remember about business was there was never a time where you got your hand raised. It never ended, just like this continual cycle. IN wrestling, there would be tons of work and effort towards a goal and then you either win or you lose but it was finite. Where business is this revolving circle, which is good on some ends, because the game you can play for a long, long time. But it was also bad because I never got my hand raised. It never ended. I never felt like I achieved something. In fact, I remember one time, somebody to me, "When did you feel like you made it?" And I was like, "I don't know. I'll let you know if I ever do." I've never felt that way. There's always this constant pressure grind. And I've enjoyed it as an achiever. It's taken me to a lot of places. I've met a lot of cool people, done a lot of cool things, accomplished a lot of cool stuff but it was never a point where I was like, ah. Even when I go on mastermind trips or retreats or things like that, there's always this anxiety or stress. At Funnel Hacking Live, I always think at the end of it, I'm going to feel like ah, this complacency or that feeling, but I never felt it because as soon it was done, it's like, ah, we sold people in our coaching program. Now I've got to worry about that. And it's just always this cause of stress. Except for one time and the one time was after the 10 X event and some of you guys know this story. I set a goal before we went. I was like, I want to do 3 dollars million dollars in sales because that means I'll net a million. And that event was the perfect storm where we said the whole thing, the presentation just killed it and we ended up doing $3.2 million dollars in sales. And there was this moment after the pitch was done, and I stood in line for six hours taking pictures of everyone. And Collette and I went back to our room and we were so tired and I remember laying in bed and we took this picture of us just laying in bed, smiling together. And then we passed out for four hours. And that was the second time in my life I can remember being content where I was just like, ah, we did it. I set a big goal, achieved it and then it was done. And then I remember that night after we woke up, we went back into the room where everyone was processing the money and counting all the order forms and it just felt complete. It was final. I set the goal, I achieved it and I got a break. I had a chance to rest. And those are the two times in my life. Isn't that funny? Two times in life where I felt like I could rest where I was just like, oh, like I did it. And the rest of my life has been running and sprinting. And I don't know about you, but for me it's always like, when my book's done, then I'll have a chance to rest or when the event's done, or when the thing or whatever. But each of those as I finish one, it starts the next thing. We finish the book and then we start the book promotion. Then we finish the promotion and then we got to start the backend sales and the backend sales to the event and then the event to the next thing and it just keeps going and going. And I never felt that feeling of it being done, of just ah, it's finished. And yeah, like I said, only two times in my life I can remember feeling that feeling. So being an achiever, like I said, it's amazing because it gives you a chance to run and to achieve things and experience things and it makes your life very fulfilling. I feel like my life is very colorful. I feel good at painting this beautiful, amazing thing. And I love it. But the thing that I miss is the downtime, the quietness, that feeling of ah, you did it. I feel like that's probably what I've been chasing for so long. Some of you guys know I started my next book probably over a year ago now dang. And the subtitle to the book was going to be The Art of Achievement. Or excuse me, The Science of Achievement, the Art of Fulfillment because that's what I wanted the book to be about. And it was interesting because the parts where I was writing about achievement was really easy for me to write, the Science of Achievement. Here's how we do it. That part was really easy. And then every time we got to the Art of Fulfillment, that part was really, really difficult for me. I struggled writing those things so much so that I ended up stopping writing that book. And I was like, you know what? I don't know how to be fulfilled. I haven't felt that. I don't feel content. I don't feel fulfilled all the time. I'm still trying to figure this out. So I've actually changed the whole book where the book now, I change the title as well. The new book is going to be called Secrets of Success and it's going to be about achievement, about success. How do you get these things? Because that's what I've mastered, but I understand that I'm good at. But the fulfilling part, I don't know yet. I understand pieces of it. I understand the psychology, I understand things, but I haven't been able to really feel that often in my life. And so I'm saving that book or that part of the book for a later year in my life where I have a chance to figure those things out. So anyway, this weekend for me was interesting because I sat down and I had this chance to start thinking through how do I feel fulfilled? How do I feel content? What is that thing? And that's when the whole thought came. In my life when have I felt content? And the only times I could think about was I won the state title and when I did the 3.2 million in sales at the 10 X event. The two times I felt I like I could rest and I feel like I'm chasing something, looking for that next time to rest. And so I think for me and I'll report back on this because I'm going to try to set goals that have a celebration time. When you achieve this thing, you did this, this, and now you get to rest. Take a day off or do whatever. I don't take any days off and when I do, I'm usually stressing out because the next thing's in the way or things are happening, you know what I mean? So anyway, that's the pros of the cons of being an achiever. I'm sure some of you guys relate to that. Some of you guys think I'm crazy. Either way is totally cool. But for me that's what I'm looking for is how do I get more of those things in my life? And for any of you guys who have been on this hamster wheel like me and you're running and you're achieving and you're doing the things, I want to give yourself permission to try to do what I'm trying to do, which is okay, how do I get fulfillment? How do I get my hand raised? How do I succeed? And then rest in that moment so I can feel it and I can enjoy it and recharge off it before I go to the next accomplishment. Before I climb the next mountain, before I try to conquer the next demon. So anyway, that's what's on my mind this weekend. Hopefully this helps somebody. Like I said, just not really how to as much as most of my podcast episodes, but hopefully just... Yeah, again, therapy for me to talk it out. So thanks you guys. I appreciate you all for listening and hopefully you have a great day. Talk soon. Learn more about your ad choices. Visit megaphone.fm/adchoices

If you want to stop playing checkers and start playing chess, listen to today’s episode. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Good morning everybody. Welcome back to the Marketing Secrets Podcast. Today I want to talk about something interesting, about when you have a success and you have a win, how to take that and roll it on to geometrically grow everything else you did inside your business. So I hope you guys are awesome today. It's been snowing here in Boise, and then today it's been raining so it's all slushy, and I've had fun driving kids to school this morning. This is one of my favorite things, is to drive them and have a chance to talk to them. It makes me sad because my twins are about to get their licenses and then I'll probably not get to drive them anymore. But until they do, I'm enjoying it and it's just really fun. Just dropped off Aiden, my little man, at school and have a few minutes while I'm heading back to the office. And I was thinking about something that I thought would be helpful for all of you guys, because I don't see this happen enough. In fact, I noticed with a lot of us entrepreneurs, we do something that works really good and then we move on to the next thing as opposed to being like, "Hey, that worked really good. We should do more of that, or we should focus on that, or we should go deeper on that." A good example just happened recently. As you guys know, I bought Dan Kennedy's company and then we relaunched it last month. The relaunch went really, really well. And the way we launched it is we took ... it was a concept that Dan Kennedy and Bill Glazer did back 15, 18, I don't know how many years ago, when Bill first bought the company. The company's basically a newsletter company, it had the Magnetic Marketing newsletter. And so when Bill bought it, he was like, "I want to grow this" so he created something that he called the MIFGE. I talked about it on the podcast before, stands for Most Incredible Free Gift Ever. And they launched it and that's how the newsletter grew originally. And then they sold the company to private equity firms, who as a rule are not very good at actually marketing the way that we all market. And they ran the business to the ground over the next decade. So I had a chance to buy it out of that. And the first thing I did is, well, what worked in the past? Oh, the MIFGE, we should remake the MIFGE. So we built the MIFGE, we launched it, and from the MIFGE we added over 4000 new paying members into the newsletter. So I want to do the math on that for you, because it makes this really interesting. And obviously people are going to cancel, but let's just say they don't. So we added 4000 people at $97 a month. That's $400,000 a month, times 12 months in a year, that's an extra 4.8 million dollar-a-year business we launched in a weekend by creating a really good MIFGE offer. That's awesome. And again, like I said, there's going to be a churn and things are going to drop, we're also going to start buying ads to it. The funnel converted extremely well. I think I talked about that, if not... Hopefully you signed up through the funnel and you got the first January's newsletter because I break down the funnel. But we're averaging 200 and something dollars for every free trial. So I can spend $200 to get a free trial and still be profitable, which is insane. And now it's making that business where we can start growing it and scaling it, and I think by summertime I could have 10,000 members in there, pay $97 a month which is a million dollar-a-month business on info product, a newsletter. It's insane. And so for me, I am the worst at keeping secrets, that's why all my books are called DotCom Secrets, Expert Secrets, Traffic Secrets, because I just tell everyone my secrets. And on the podcast I shared this, in the first issue of the newsletter I'm sharing it. I'm not good at keeping secrets. But it's interesting because I'll share that with most people and like, "oh that's so cool, that's awesome." And then they don't do anything with it. I have somebody who I love and respect who I shared it with, probably one of the first people I shared it with, and I thought they were going to grab it and take it. And then I saw their next offer run out and they could have done the model that I did with the offer they did. It would've fit. It would've been a simple tweak to make it match that, and then they didn't. And they launched something and they didn't follow the model and I was like, "man, if somebody told me that they had a funnel that was averaging 200 and ... $230, it might have been ... Anyway, insane EPC, average cart value. It isn't my market, it's something similar. I would look at that, I would've funnel hacked it and I would've called an audible before I launched my funnel and made tweaks and changes based on it. But they didn't, they just said, "oh wow, that's amazing, that's so cool." And then they went on. And I'm sure a lot of you guys heard me talk about it and you're like, "oh, that's so cool" and then you went on. The way to leverage this stuff, to leverage my wins, to leverage your wins, to leverage what's working in the market is to not do that. So for example, we launched the MIFGE offer, it killed it. We had an urgency and scarcity where it closed down for two weeks or something like that. I think it just went back live a day or two ago. If you go to noBSletter.com, you can see the funnel. But after we shut it down, the first question was "man, that works really good. We should create a MIFGE for ClickFunnels." That was the first thing. "It worked here, let's do it again." Where most people are like "That worked awesome", and then they move on to the next thing and they forget about the success. So we sat down and said, "how would we make a MIFGE for ClickFunnels? What would that look like? How do we make it so the offers are irresistible, so it gets people to stick longer? So it gets our average cart value up front higher?" Right now, for me to get a ClickFunnels trial, just so you guys know, in paid media, for my paid ads, it costs me $300. Between 250 and $300, depending on a lot of things, to get somebody to sign up for free ClickFunnels trial. Which is fine because our lifetime value of a customer is really, really high so we can do it. But it's a float. It takes me three to four months. And honestly longer than that, because you have churn and breakage and all that kind of stuff. It takes a good almost a year to break even from me buying to get someone to sign up for a ClickFunnels trial, which is fine. But if I could tweak my front end funnel so that I was making 250, $300 for every trial we signed up, now I break even immediately and now guess what? I can out-scale everybody once again. And so I'm like, "how do I do that?" Well, we need a ClickFunnels MIFGE offer. And so that's what we did. We spent three hours, in a room, "how do we make a ClickFunnels most incredible free gift ever?" That's what MIFGE stands for. Most Incredible Free Gift Ever. And we structured it, we sat down and we mapped it out, and we're like, "now we have this, what's the hook? What's the story? Why are we doing this? What's the offer? What do we send them in the mail so we can get the physical address? How do we build community? How do we build culture? How do we weave all that stuff into an incredible offer?" And when it was done, we literally mapped it out. And I sat there and I was like, "oh my gosh, this will change ClickFunnels forever." And it's so simple. It's nothing complicated. All of us make good offers. We sell something. But looking at it through the lens of the most incredible free gift ever, and then looking at the funnel we built for the Dan Kennedy company and how high the average cart value and how high the EPCs were, how high everything was. It's like, okay, let's take this model and let's replicate it over here. And so for you guys, I just want you to understand when I share something, I'm excited and I'm ... it's not like, "oh cool, Russell. That's awesome." It should be like, "okay, how do I implement this in my business?" That'd be the first question I'd be asking myself instantly, is how do I take this and do it, because it's awesome? I want to put that out there, because I see a lot of people who don't do those kind of things. Like when we launched the Traffic Secrets book funnel, it was the highest converting book funnel I'd done to date. It was awesome. And so instead of being like, "man, that's awesome. The Traffic Secrets book funnel's great." I said, "okay, what did we learn on this? What was the layout? The style, design, the tweak… like what did we do different in this one than the other ones?" We took those things and we moved them and we took all those best practices, all things we figured out. And we did them on the other book funnels. We went backwards in time. Now all the book funnels match the model and they're all converting high. And right now we're in the process of re-tweaking with the book funnels to try to increase the cart value. And we're trying things and tweaking things and testing things. As soon as we get it to work, then guess what we're going to do instantly? Take those changes and roll them across all the book funnels. So I want you guys to understand that's how you double down on these things, how you get consistently better. Geometrically better, not just incrementally. A lot of people have incremental wins. They add this thing, they get a little better, add this thing, they get a little bit better. Whereas I'm looking at geometry, how do we geometrically grow what we're doing? Because I don't want to go from $150 million to $170 million. That's not inspiring or exciting or anything. I want to go from $150 million to $300 million. How do you do that? You don't do it by playing checkers. You do it by playing chess. Geometrically thinking differently, strategically. When you have a win, you got to compound that win upon the other win as opposed to just "oh, we had a win. Cool." And the moving on to the next thing. Everything needs to compound and increase and get better and get better. But to do that, it takes you becoming passionate about this. I've talked about this a lot over the years. You got to become more passionate about the marketing of your thing than you do about the thing. All of us have the thing that we're selling, that we're in love with, the reason why we got in this business. But if you really love that thing, whatever your product, your service, your message is. If you really love that, you have to become obsessed with the selling of that thing. One of the biggest mistakes I see influencers and people do is that they love their thing. They're having success and they want to go hire a funnel builder. They want to outsource it to somebody else. They want to ... "who do I hire to become a marketing team? Who can I outsource this to?" And it's like, "ah, you're missing it. That's the best part, to figure out how to get your thing into people's hands." If you become obsessed with that part of it, that's how you really grow and scale and dramatically grow your companies. So for all you guys who are listening, I wanted to look at that lens of number one, when I'm dropping gold, when I'm dropping like, "this funnel's killing it." Funnel hack it, look at it. And then look at your old funnels. "How do I weave this model in?" That's number one. Number two, same thing for yourself. When you have a win, don't just be like "cool. That was awesome." Go back and roll that win across everything else so you can geometrically grow everything you're doing. And number three, become obsessed with this game. Again, the ones who are winning at the highest level are the ones who obsess. They keep going into this and keep figuring things out and they have so much fun with it. And then they layer it on and they do the next thing and the next thing, and that's when you can really have fun and enjoy this. So I hope that helps. I hope that gets your mind thinking a little bit differently. If it does, and you enjoyed this, then please let me know. All right. Thanks you guys for listening, I appreciate you. Thanks for listening to this podcast. And by the way, if you haven't heard yet, with the launch of Danny Kennedy's company, we launched the Magnetic Marketing Podcast, which is basically, I found tons of old Danny Kennedy presentations from the last 20 years or so. Him speaking at info summits, him on the gold and the diamond CDs and all these things that were lost in the archives. I started going through them. I'm like, "these are amazing. I don't know how to sell these. 'Here's a CD interview of Dan talking for an hour about wealth creation or whatever'." It's amazing, but it's not a product, really. I was like, "what do I do with these things?" And so I decided to give them to you guys for free. And so we created a podcast called the Magnetic Marketing Podcast. And if you go to MagneticMarketingPodcast.com, you can subscribe to it there. And then you get hardcore raw Dan Kennedy interviews and audios once a week, which are ... they're really, really good. So I recommend doing that and diving into Danny. I love him. He's a little ornery, but man, he's brilliant. So anyway, there you go. There's an old Magnetic Marketing Podcast that the old company had ran, which was a bunch of people talking about Dan, which I did not love. And so if you search in the podcast search engine, you might find the old one. If you go to MagneticMarketingPodcast.com, that's the right one. And you'll know because there's a cool picture of Dan Kennedy in black and white, and looks amazing. He looks like the tough guy that he is. So anyway, that said, thanks, you guys so much for listening. Hope you enjoyed this podcast, hope you enjoy Dan's podcast as well, and I will talk to you soon. Learn more about your ad choices. Visit megaphone.fm/adchoices

The skill set for building an effective team is WAY different than the skills needed for marketing and sales. For one, you have to learn how to become a true LEADER. So the two key questions to ask yourself are 1. Who do you have to become to lead a great team? And 2. What are the critical strategies you need to implement to get your team onboard to follow your vision? Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Russell Brunson: What's up, everyone? This is Russell, welcome back to the Marketing Secrets Podcast. Today's episode, we're going to be talking about building a team. How do you do it? What are the pitfalls? What are the pros, the cons? And some of the things that I learned along the way. Hopefully this'll help you as you're building out your team to be able to do whatever it is you're trying to do in your life. Whatever your mission, whatever your goal, whatever the business you're trying to build. I hope that this episode will help you as you're thinking through it, to help you to build the team that's going to get you to the finish line. So with that said, I'm going to cue up the theme song. We come back, you have a chance to listen in on a cool interview, talking about how to build your team. What's up, everybody? Welcome back to the Marketing Secrets Podcast, I'm here today with Josh Forti and we've been having fun today. The last two episodes- Josh Forti: We have. Russell: We recorded went longer, but- Josh: It's been fun. Russell: I think they've been fun. So today will be a little bit shorter episode, but it's something that, again, Josh brings things that I don't ever really typically talk about. So it's been fun to talk about some of the stuff like I think about, but I've never really verbally shared. So do you want to set up what we were talking about today? Josh: Yeah, for sure. Yeah, so very specifically here, I want to focus for you specifically. The question is, well, leadership and team building, what are some of the biggest shifts around building a team and becoming a leader? Because as someone who built a team myself that failed miserably, it wasn't that we hated each other, but it's just like, it was chaos. When you're trying to manage like six or seven different people and they're all like contracting everywhere. And now I'm like kind of going back and rebuilding. And I'm building it right and I have full-time people that we're bringing in and going. And it's like, man, the skillset of making money, the skillset of being a marketer is way so totally different- Russell: Yeah. Josh: Than building a team. And even being like the attractive character and building a following, like building a following is a completely different skillset than it is of growing a team and being a leader and things like that. And so I guess like two part is number one, who did you have to become? And like, secondly, what are like some of the hacks, tips, or I know you like secrets. So what are some of the secrets that you use to build a team and really like sell them on the vision and like really make sure that they were thriving in that role? Russell: Cool. So I want to just second what you said, building a team is way different than all the other things. And I've struggled over the years. I have an amazing team, as you guys know, if you've seen everything. And I wouldn't say most of it's because of my own doing, I'll talk about some of the stuff I've learned along the way. But it's a different skillset. And I think making money is an easier skill, I think creating a movement of people that are following you is different. I always tell people, like I'm such a good leader and communicator to like my tribe and I'm not as good to my internal team. It's interesting. And so a couple things that I'll share again, I don't have this perfect. And if you ask people on my team, like Russell's not perfect at this because I'm not. But I'll share some of the things I've learned because I'm always trying to figure this out and trying to get better at it. One of the biggest lessons I had and I did a podcast on this probably two or three years ago. Was this realization that I had to make a transition. Because I was always like the All Star. Like if you look at basketball, like I was the All Star, like I was really good. I could write copy, I could build a funnel, I could drive traffic, I could sell from stage, I could do all the different things. And so I was like, Michael Jordan out there and I'd be on stage, I'd be doing, I'd be dunking and slamming and three points. And like just amazing and people would tell me how great I was and I loved it. And then I start building a team. And so I started building a team, but the problem is that as I was building a team, I still thought I was Michael Jordan. So I'd build the team and I'd be in there, all of a sudden, I'd have the person writing copy and they'd be going up with the ball, about to do the layup. And I'm like, "Ah, I could actually do it better." So I grab the ball from my own teammate and rip it out of their hands and I'd go dunk it like, "Ah." And I would get everyone cheering for me again. Or someone would be coming down ... I'm trying to get these analogies working. But basically what's happening is that I was the All Star and- Josh: That one worked. That analogy worked. Russell: That one did work? Okay, good. Josh: Yeah. Russell: And I was trying to bring in other All Stars. But the problem is I'd bring these All Stars in and then as they were trying to perform, I'd be like, "I can do it better." And I would take the ball from them because I want to be the All Star. And I had this realization, like for me to actually build a team, I cannot continue to be the All Star. And this is hard- Josh: Mm-hmm (affirmative). Russell: For achievers like us, especially for someone like me. Like I was the achiever, I had done all the roles because I had built the company by myself initially. It was me doing all the roles, so I learned all the roles, I got good at all the roles. And so as I started trying to like bring on these different All Stars, it was tough. It's kind of like if you watch the All Star game or like the dream team. Like all of a sudden you got like the best players on a team and usually they're not the best playing with each other because they're all the All Stars, they all want a ball hog and it gets really, really difficult. And so I had to make this realization, like if I'm going to be successful growing a team and getting click funnels from hundred million to a billion dollars, like I can't continue to be the All Star. I have to retire and I have to become the coach. That's a hard transition. Because now you're coming back and like you're successful, not now by your skillset, but you're successful by like cultivating other people's skillsets. And that's a different skillset to have, by the way. Like it's way harder. For me, it's always been easier for me to go and like to do the thing. Like I'm finding it now with I'm coaching my kids wrestling. And I'm watching my kids, I'm watching the team and like, man, I was such a good athlete. I'd go out there, I'd kill myself, I'd work so hard and I was an amazing athlete. But it's way harder for me to coach other athletes because I can't give them desire, I can't give them these different things. And so that was difficult. And so that's the first thing to realize is that if you're going to start growing a team, you have to be willing to like take your Jersey off and say, "I'm no longer the All Star, I am now the coach. And I've got new people." And that's been the hardest thing for me and I still struggle with that, I still like jump back in. I'm like, "Ah." But that's the key, if you want to get a good group people around you. Because otherwise if you're the one that's taking the ball from him, from the other people on the team, the All Stars are going to leave you. Like they're not going to stick around, they want to be the All Star too, they want the recognition, they want to be doing the thing. So that's the first big shift that you got to have. Any questions on that before I go to kind of- Josh: No, no. Super good. Yeah, you're good. Russell: Okay. So the second thing is you have to be good at hiring All Stars. I remember when we first started building ClickFunnels, Todd read an article or something and he was talking about ... in the article was like, there's A players, B players, C player, there's different levels. But what people don't understand, it's not like A players, like 100% and B players like 50%. Like the article said the difference between an A player and a B player is like 2200% difference. So it's like a B player, you can have like one A player going to give you the output of like 50 or 100 or how many B players. And so what most of us try to do, is try to come in and say, "Okay, I don't want to spend as much money getting the right person. So I'm going to find somebody who's cheaper. Maybe they're not going to be an A player, but they'll be a B player, but I can afford them." And that's like this mindset that most people have. I see it all the time, I see it in Facebook groups, in ClickFunnels Facebook group, like, how do I get a cheap funnel builder? Like, that's the problem, you're looking for a B player. Or you find an A player, you get 2200 times better thing. And so it's been interesting because we launched ClickFunnels the first time, like I had a couple A players, which is why it grew. We had a couple All Stars, we had some like Todd Dickerson. You guys know our team, like we had A players who were able to go and intergrow. But then from there, we had to hire whoever we could afford. Right now we're building ClickFunnels 2.0 and we're in a unique spot where it's like, we don't have to just hire who we can afford. Like let's hire the best. And so we're going out there trying to figure out who are the A players in each regard. And it's crazy because I look at the team that's building ClickFunnels 2.0, it's a small team. What they're accomplishing is amazing, but they're all A players. When we started like looking at rolling out Click Funnels 2.0 and our marketing team, we started trying to bring in A players and they're expensive. And so a lot of times the questions like, well, I don't have any money. How do I recruit the A players? Well, I recruited Todd and I was broke. A players aren't necessarily looking for money today. The A players are people who are looking for money in the future. They're the ones who are like, "I want to be part of a team. I want to build something cool, something I believe in. And I want to be able to get paid insane amounts of money over here. And I'm willing to give up that for this over here." The right people will be willing to do that. So as I come back, if I was to like be building my team over from scratch right now. There's number one, again, taking off the All Star, say I'm going to be the coach. And number two is like, if I'm going to be the coach and I'm out there building the team, like I'm going to try to build the dream team. And to do that, I've got to sell them on the vision of why this is cool and like where it's going to go, and what's the opportunity for them. Because just like you're trying to sell your customers on the opportunity of like funnels are the opportunity or whatever. It's like, you're selling your dreams team, like this is the opportunity. Like if you join the team, you're going to get paid nothing right now or very little right now. But this is how we're going to structure things so that it'll be worth it for you over here. And the right people will hear that because that's what they're looking for. Someday when I retire from this whole, whatever I'm doing. If I was ever getting a job again, it's not going to be based on money, I could care less about money. Someone's going to sell me someday on the vision. In fact, I just saw Sean Wayland just hired the dude who started Tapout- Josh: Yeah, I saw that. Russell: And like how powerful is that? The Tapout dude does not need Sean's money. He sold his company for insane amounts of money. But I'm sure Sean's like, "Hey dude, here's the opportunity. You help me do this thing and flip it like, this is what's possible for you." And now he's got literally like there's no better person that Sean could have hired to run that company- Josh: Yeah, I know. Russell: Than this dude. Josh: When I saw that one, I was like, "Oh my Gosh." Russell: It's brilliant. So for all of us, we got to start linking more strategically. Not like, who can I afford for this role? It's like, who is the person that's going to be getting a million bucks a year in five years from now in this role? And how do I sell them on the opportunity? How do I create an opportunity where they can grow and they can monetize? Where they can make this kind of money. And that's how you recruit the right people into your world, who are going to help you to actually have success. And so those are the things ... because you get a good A player, you don't have to be really good at managing, you don't have to be really good at micro- Josh: Yeah. Russell: All those kind things. Like you get the right people in place, they're going to do the things and it makes you look like the All Star, the coach of the year that you are. Because you built the right team. Building the team- Josh: Yeah. Russell: Is more valuable than all the other pieces, I believe. Josh: Yeah. Like getting the right people is more important. The systems, the process, like those are all important. But like if you have B players on the team, it's like you're going to get a mediocre result. Russell: Yeah. And then- Josh: Yeah. Russell: And B player, you're going to be one in charge if you know the process. We brought Todd and I didn't have to like sit down with Todd and like, "Okay, how are we going to manage the projects? How are we going to do this?" Like Todd came in, he's like, "All right, I got it." And he just ran and he was able to run and like, all right, he's done. Josh: Yeah. Russell: Like we just brought in this guy named Kevin Richards, who we brought him in into like be the CMO of ClickFunnels. And Kevin had worked for a whole bunch of really big companies doing this. And it's crazy because like he came in and we gave him the reins, he started running. And I was like, "Oh my gosh, this is way better than I was running." Like there's structures, organization. Because he's done it before, over and over and over again. He's going to come in and plug in and just do it. And I'm watching it right now, I'm like- Josh: Yeah. Russell: "Man, like he's an A player who I could hire." In fact, I have over the last decade, a whole bunch of B players to do this role and no one's been able to hit it. And it's been me being involved so much. Where now it's like literally the first two weeks I was like all nervous because I want to make sure that everything's perfect. And finally like gave him the reins and I stepped back and it's like, "Whoa, this is so much better than when I was running it." Josh: Yeah. Russell: And it's easier and less stressed on me and he's loving it and it's just powerful. So those are the key. Josh: Okay. Couple rapid fire questions here, so that we make time. Number one, have you ever run into challenges or how have you dealt with communication differences inside of a team? Because one of the things that I've noticed is like, I just thought everybody would communicate like I was if we're all part of a team. I'm like the most expressive person, like when I talk. Like I use emojis and exclamation points and like if I'm texting, if I'm going like my voice or whatever. And like someone on my team is like, "Okay." I'm like, "Ah, are you mad? Do you understand? Like what do you mean, okay?" Do you have systems in place? Or do you typically go and just try to like find people to do that? Or is that something you just learn? Because I'm sure like, Melanie, I mean she was with you for how long? Right before Shelia, I'm sure she had a very unique communication style and I'm sure your next assistant is probably not the same as her. Russell: Yeah. Josh: Right. So like how have you learned like how to deal with that? Russell: Yeah. A couple things. One is like personality profiling is huge. In fact, we're working on a whole project right now and that'll probably be a book and a membership side, bunch of stuff, all based on personality profiling. Because that's how you understand like what motivates people? How do they speak? How do they not speak? How do they understand? Because again, Melanie and Jenny are very different people. But I'm able to work with both of them because I understood their personality types, I understood like, what are the things that would light Melanie up? What are the things that'd get Jenny excited to work? And vice versa. Like, if you look at Melanie was a very high S, so very faithful. And so like she would like die for you to be able to get something done. Jenny on their hand has very low S, almost no S. And so for her, it's like, man, if she gets bored, she's gone. So I got to make sure that she's got 8,000 projects and she's juggling them all. The more things she's having, the more successful she's going to be. Similar to me. And so I give her tons of projects and she thrives that she's able to juggle all these things. Whereas if I treat her like I taught Melanie, she would've been here for a week and a half, like, I'm out, like this is horrible. So understanding those kind of things. Like DISC profile's big, Meyers Briggs is big. Those are my two favorites. I'm trying to learn to master all the other ones, but those ones help a ton when you're hiring and all also when you're managing people. Josh: Yeah. Russell: The other thing is, this is one that helped me. Actually, Julie Story actually was one that taught it to me initially. And I don't remember all the things, but there's these different hats. There's like a black hat and a green hat and a red hat and yellow hat and all these things like that. So I'm a very green hat person, so are you. Put on the green hat and it's like creative ideas and we're flowing. I'm like, we get so excited about sharing stuff. And there's people who have like a black hats, they're the ones who always like ... they look at what could go wrong. What about this? And what about this? Josh: They take away all the fun. Oh my God. Russell: Yeah. Josh: They ruin it. Russell: And then like the white hats. So there's all these different hats. The ones I really remember is like green and black because I'm green hat. And like, Jamie Smith's a good example of a black hat. I love Jamie, one of my favorite humans in the world. But when we would do meetings together, I literally wanted jump over the table and strangle him. Because I'm like, "I did, I did, I did." And he's like, "Well, you think about this? You think about this? Think about this?" And like you're sucking the life out of me. Josh: Yeah. Russell: My wife's a very black hat person, as well. I'm like, "We should take the kids and like fly around the world and blah, blah, blah, blah, blah." Like just brainstorming things that are probably never going to happen. She's like, "What about this, this, this?" And so we started learning like based on this ... this is something that Julie brought that was really powerful. It was like, "Hey, we're in now in a green hat phase. Well, Russell's going to green hat, we're talking about ideas. No one's allowed to black hat this at all. Let's just share ideas." So then everyone's just sharing ideas and like, we have a chance to be excited and creative and get these things out there. And after it's like all the creative steps out, it's like, "Okay, now let's put a black hat on, now it's black hat this." And now we can all look at it objectively you're like, "Okay, we're going to black hat this and go through the black hat things." And then we put on a different colored hat and go through those things. Josh: Mm-hmm (affirmative). Russell: And we go through different hats, but they're separately, they're not all happening at the same time. Because if it happens at the same time, it destroys my creativity and excitement and energy. I want to like strangle the person. But like, man, I need those people. I need Jamie to look at this and be like, "Here's 40 ways why this isn't going to work." Like, oh crap, I didn't think about that, that or that. We stack the different hats as opposed to doing them all at the same time and making us all want to kill each other. And that has been- Josh: That's so helpful. Russell: Huge for us. Like for me, it's huge. I always tell people like when I start brainstorming, like, "Okay, green hat time, no negative, no what ifs. Let's go." And then we just do that. And you see like the black hat people are like twitching and they're like, don't worry, you’re going to get your shot, but not yet. Until everything's out and it's like, "Okay, black hat's on. What do you guys got?" And then they can go do their thing. Josh: You need some anxiety medication over there. Russell: Yeah. We can do a whole, like two day training on that, too. Because it's such a powerful thing. But conceptually, it's breaking those things in that way. Josh: All right, Russell. Well, in your other life, we'll just have an entire podcast where all we do is just do deep dives all day long. But in this life, we have to stick with constraints of where we're at. So anyway, thank you for sharing that. Super, super helpful. I appreciate it. Russell: No worries. Thank you, Josh. Appreciate you guys. Hopefully you enjoyed this episode. As you guys are building your teams, remember the principles we talked about. You've got to become the coach, you've got to attract A players, you got to put them in the right spots, figure out ways to make it profitable for them in the long term, figure out personality types, you can serve them the right way. Black hat, green hat, red hats. We should do an episode on just on all hat ... I have to go back to remember all the other colored hats. But anyway- Josh: All right, our next- Russell: There you go. Josh: Go around, I'll be like you have homework for this. Russell: Russell, prepare for this and we'll go. Josh: Prepare for this one. That'd be awesome. Russell: That'd be awesome. Thanks everyone for listening. Thank you, Josh. And we'll see you guys on the next episode. Learn more about your ad choices. Visit megaphone.fm/adchoices

Did you know this may be holding you back from success in your business? Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Russell Brunson: What's up everybody? This is Russell Brunson. Welcome back to Marketing Secrets podcast. One of the questions I get asked a lot about, and I don't spend a lot of time talking about it, is actually money and mindset around money, and how that works, and things that can help you to make more money, things that hold you back from making money. They have nothing to do with your skill set, it just has everything to do with the conversations, the beliefs, the things inside of your mind. This interview with Josh Forti, it was really fun and hopefully you enjoy it. Hopefully it'll help you if you do have money blocks, to help you get unstuck. If you don't think you have money blocks, you probably do. And this hopefully, interview, will make you very aware of those things, and help you to find those things and knock them out in your life. That said, we'll keep the theme song, and when we come back, listen in on this interview with me and Josh Forti. What's up everybody? Welcome back The Marketing Secrets podcast. I'm here today again with Josh Forti, and we're having so much fun today. We just recorded one episode and now we're going deep into episode number two, which we're going to be talking about mindset as it relates to things that are very specific to you guys as entrepreneurs. I'll Josh talk more about this as he's going to be queuing up the question, but hope you guys enjoy this episode as well. Josh Forti: All right, man. First off, we got to talk about your shirt. I feel like there's got to be a story behind this. Guys, for those of you that are listening on audio, let me just explain real quick. It is a skull and crossbones, but it's not just a skull and crossbones. It's got bunny ears on the skull. It's got little waves off to the side. What does it say on the sleeve? Russell: It says, "Psycho bunny." Josh: Psycho bunny. Russell: This is actually a really cool brand called Psycho Bunny, and I bought a couple of their things. I'm like, "This is a cool brand." And then I was shopping with Bart Miller in Vegas, and they have a Psycho Bunny shop. I went in there- Josh: Oh dang! Russell: And they had shirts and jackets and suit jackets that have the Psycho Bunny inside. It's just a fun, cool brand, and I really like it. Psycho Bunny. Josh: Okay. There's no grand, huge story behind how you got it. You just liked it. Russell: I should buy the company because it'd be really cool. Anyway, nope. Nothing. Josh: Guys, when you're a funnel hacker and when you decide to take over the world and create empires, you can randomly decide on a podcast that you're just going to ... "I should buy the company." That's not a normal thing that most people get to say, but it's super dope. Russell: This could be a fun episode in the future because as we acquired two big companies last year and I'm learning about this and having more fun with it, there are some cool ... For most of us, we look at a company, like, "There's no way I could buy that company," but then like Tai Lopez who just bought RadioShack and he bought Pier 1 Imports and all these companies… Josh: Dress Barn. Yeah. Russell: Now, I bought a couple companies and I'm like, oh, my gosh, there's actually a really cool strategy where it doesn't technically cost you any money if you do it correctly. We bought Dan Kennedy's company for a steal. We've launched the first thing. Now we made our money back. And now moving forward, everything I do with Dan Kennedy's company is pure, unadulterated profit to the bottom line. And that's exciting because ... All of a sudden it's like, you can actually buy companies when you understand the core principles of what we do. Anyway, that's a topic for another day, but it's kind of a fun one. Josh: So much fun stuff. Topic for another day. We'll do many episodes. Now is not the time. We're going to dive into what I think goes really well with our last episode. Last episode we talked about goal setting and setting things up, and that last bit of it was around identity and beliefs and values and rules and things like that. I want to talk about mindset here, and specifically the mindset ... There's a couple core key areas, because what's interesting is a lot of times we think mindset is we have to train our minds to think a certain way, or we have to overcome false beliefs about bad things. Like, "I'll never be successful" or "I'll never be this." But it goes both ways, because often times we can have fear of success. We can have fear that, oh, my gosh, what happens if I actually achieve that goal? There's so many different things around that, that we could dive into, but I want to kick off with this one specifically around mindset around money. I do want to talk about not just money, failure, doing the impossible, things like that, but I want to start with money because I feel like money is one of these things that we all have some form of weird relationship with it. Very few people grew up in a home where their parents and everybody around them had a healthy relationship with money, because most people ... I would say 90 plus percent of the people that I've met do not have a healthy relationship with money. They don't understand it. They don't understand what it represents, how it works, any of the things with it. For you, I want you to take us back because one of things, and I've kind of told you this at the beginning, a lot of people in the ClickFunnels world, like Russell. I was talking to Brad Gibb the other day. Shout out to Brad. He's awesome. He's like, "Russell has come and he's taken these handcuffs off of us, to where now we just can print money." It's ridiculous. It's kind of a cheat code. When we talk about it to all of our friends, we go around and we're like, "Yeah, we just kind of make money on the Internet." They're like, "How do you do that?" We're like, "We don't know. We just do what Russell says and it just works." Russell: It’s a magic trick! Josh: It just shows up. It's amazing. We've kind of unshackled the making of money, if we follow what it is, but keeping money. But our thoughts around money, our beliefs around money, how we perceive and value money, how we think money is going to change us. All of these different other things around money, those things are now new problems that a lot of us are running into, or have not yet applied the things that you've told us to do because of those beliefs. I think both of those are true. I've seen so many people ... I made not a ton, ton of money, but certainly 10 times more money than I'd ever made in my life when I first got started, and blew it all because of my poor, very unhealthy, almost toxic relationship with money. Take us back, what are the money shifts or the beliefs around money, specifically in mindset, that you had to go through. I'm just going to kind of leave that open ended and see where you take it. Russell: The first thing I think that would be useful for everyone is for everyone to actually, honestly sit down and look at their relationship with money and understand it ... It's funny because if you would ask Russell 15 years ago Russell if this was actually a real thing, I'd be like, "No, this is stupid. Just make money. It's easy." But I had a friend who I worked with, man, probably 12, 13 years ago on a project and he was someone who is super charismatic, super dynamic, super talented person. When he was younger, he used his talents and his gifts and he made a whole bunch of money really, really fast. Crazy, crazy money. Money that doesn't make any sense. When he got that money, he started doing stupid things with it. He got into drugs and alcohol and all the problems that are associated with when you make too much money too fast as a kid, and almost destroyed his life. He almost died. He almost lost his family and his marriage. All these things happened. He lost all the money, which was probably a blessing. And then he refixed his life. And then he got back to the spot where he's like, "I want to make money again." I watched him for probably 10 years of his life, where he would do all the right things, he would get close to making a bunch of money and then he would literally subconsciously destroy everything he had built, and it kept happening. At first I was so confused by it. I'm like, "You were so close. How do you keep messing this up? I don't understand it." Then he told me a story. He didn't know this subconsciously but we had a conversation one night where he told me a story. I was like, "Oh, my gosh. Subconsciously, you are linking the destruction of your family, your health and all these things to making money, because that's what happened the very first time. Now every time you get close to it, your whole subconscious mind is like, no, and starts making you do stupid things to destroy yourself from actually having success." I've seen ... Now, it's been a decade of me watching this. And as much as I love this person, I keep seeing him. He's so talented, so many gifts, and keeps not having any success because of this thing that happened in his youth. His is an extreme example, but this is happening to all of us. You think about when you were growing up, what are the things that your parents said about money? What are the things that you heard at church about money? What are the things you heard in different spots? There are so many things that have been ingrained in our head that we don't even know consciously. And also, we start having success in whatever. We start making money or we start getting close to making money, and all these warning signals are popping off in your head, like, don't get money because of this because you'll become a bad person and you're going to fall away from God. You're going to be doing this. You're going to be the bad person. You look at TV. Myron Golden is the first one that ever pointed this out to me. You look at every movie, every superhero movie, for the most part, the bad guy is the rich billionaire who is this horrible person. This is ingrained in our heads that money is going to make us evil. Those things are real, and even if you don't think that they're affecting you, they probably are. Josh: And then you don't consciously believe it. Subconsciously they control you. Russell: Yeah, it's affecting you. I've seen this in my own journey. When I first started making money, I thought everyone was going to be excited. I was like, "This is so cool." I was so excited to teach everybody else. I started making money. I start teaching people and try to show my friends and my family and what happened. The response I got was not what I thought it was going to be. It was not like, "This is amazing-" Josh: At all. Russell: "Let's try it." Instead it was weird, especially for my wife. My wife struggled with it even more so than me because I've had success in parts of my life in the past where ... In wrestling, I was a state champ, I was an all-American. I hit these different things, but there was this weird side of success you aren't expecting where the people around you who you think are going to be celebrating with you, they don't. In fact, I remember my mom when I bought my dream house ... My house is ... You've been to my house. Josh: Your house is insane. It's so awesome. Russell: It’s like the coolest thing in the world. When I was growing up, I wanted an insane house. I remember I was finally at a spot where I could buy this house. In the reality, I didn't pay it off immediately. I could've just paid cash for it. I didn't. But within two years I think I paid it off, which was a big deal for me. But I remember when I was buying my house, I remember a comment my mom said. She was like, "You don't want to buy a house like this because then you're going to be one of those rich people up on the hill." I was like, "What does that mean, mom?" She was like, "They're the ones that are always looking down at everybody else." I'm like, "What?" All of a sudden I was scared to tell my mom about my success because my mom viewed the rich people as this thing over here. And then other people. It was this weird thing where all of a sudden it makes you want to shrink down, it makes you want to hide because you're like, "I don't want people judging me because of this thing." For all of you guys, for all of us, there's these things that may happen, where comments are made, when people we love and respect were to all of a sudden to ... The side of success that you think is going to happen doesn't. Especially in money. I think money is a big one because it's such a thing. Josh: Yeah. I also think that because of the stories that we're told by everybody else, like you're saying, subconsciously it's ingrained in our society, what money is and how it works, nobody understands it. Taylor Welch ... You know Taylor, right? Taylor Welch? Russell: Yep. Josh: He's the one ... He and I have become ... I don't want to say good friends, but certainly friends over the past little bit. He was actually the very first person I ever interviewed on my podcast. Russell: Very cool. Josh: He got me into money. He was like, "Study money. Because once you understand how it works, it'll completely change your perspective of it." I always joke around with my mom. I'm like, "Money's not real. It's all fake." In America specifically, the U.S. dollar is not real. It's all fake and it's all made up. She always pushes back. She's like, "It's not fake because I can guy groceries with it." I'm like, "That right there, that shows that I have a different relationship ..." And side note, I freaking love my mom. My mom and I have an amazing relationship. But my mom and I have a completely different fundamental relationship with money. That was a very interesting learning lesson for me. When you change your relationship with money, when you change how it works, when you understand it differently and when you change your relationship with it, it also becomes not hard to get or keep, because now you're not needy of it. Your relationship changes with it. I always think about ... Take it back to dating. I'm not even going to say the book because I don't want people to go ... It's not a great book, but I was reading a clip out of this book one time and the guy in it goes, "Money and ..." Let's say, relationship. Money and girls are kind of the same thing. Those are not the words he used, but money and girls are the same way. If you're desperate and needy of it, you'll never have it. But if you don't care, it'll come abundantly. That was a very interesting shift for me as well. Anyway, I didn't mean to interrupt you but that was very interesting. Russell: It's key. As I studied Tony Robbins, the biggest thing I learned ... One of the biggest things. I shouldn't say the biggest, but is just becoming aware of things. I think the first step for of any us is being aware of how this is actually affecting you. For a lot of us, at whatever level you're at, the reason you're not at the next level is because there's some belief around it that's keeping you from there. It's interesting, I remember when I had the goal, when I hit a million dollars in a year, I didn't hit it three years in a row. Every year I was within $50,000. Like, $75,000. How am I not hitting this? It was like, I had these weird beliefs around that thing. As soon as I broke it, I was like, this is easy. Going from million to 10 million was next. Getting to two, three, five, eight million was easy, but then 10 million was this gap where I was stuck. It's beliefs. What's easy? What's hard? A couple things ... Again, this is one of those topics. I've never taught this before so I don't have the, here's the Russell three step framework. Things have happened in my life that I became aware of this for myself. One of them was, I had a coach ... I've had her a couple times throughout my life. She's awesome. One of my favorite coaches of all time. Her name is Tara Williams. Tara ... It was interesting because I always thought ... Again, especially people who are religious, there's always this belief of is money going to make me evil? You hear these things on the side. I definitely had this subconscious fear around that. If I get too much money, I'm going to forget God. I'm going to forget my family. All these things couple happen. Because they do. They happen to so many people. We see it. I had that fear behind it. I remember, especially when I bought my house, I was like, I bought this house and it's crazy. Anyway, Tara was at our house, actually, doing a coaching session with my wife and I. It was an interesting thing. But she said a couple things in that meeting that had a big impact on me. One of the things was ... She asked my wife this specifically. "Do you think this is bad that he bought this house?" My wife is like, "Yeah." She has so much guilt associated with it, because she's like ... It was interesting because Tara brought back, "Because you guys have money, talk about things you've done. Last year you gave a million dollars to OUR. Last year you did this. Last year you did this. How many people have you helped? How many entrepreneurs have you empowered? How many jobs have you created?" We started going through this whole thing, and it was like, all these things you're doing has been creating wealth for you. You have this wealth. You can just give it away and you guys do give a lot away, but is it bad for you now to enjoy some of it, to buy a house? Still she was like, "I don't know. Is it bad or not?" She's like, "Now you have this house, what have you guys done with this house?" I was like, "We have our kids here and we have our family here. We bring people here. We're able to serve people at a different level because we have these things." All of a sudden it was like, oh, my gosh, this isn't a bad thing. I remember hearing Richard Branson, somebody asked him ... Who was it? It was another one of those moments for me that opened my mind. But someone asked Branson, "Do you feel guilty that you're not down at the soup kitchen helping feed these people?" Branson's response was so powerful. He said, "The people of the soup kitchen who are feeding people, that's amazing. We're so grateful for them. They're giving their time and their effort. It's powerful. I'm not going to go to the soup kitchen and feed people soup, but I can give the soup kitchen $50,000, and that's going to feed 10,000 people. It's different service but it's still service, and this is able to help even more people." I started thinking about that. Man, these tools that we create, like wealth and the things that we have can be so much more impactful if we use it correctly. It's not a bad thing. It's just understanding these are tools that we have. Anyway ... Josh: It's interesting you say that and phrase it that way because that was one of the things, actually, Brad Gibb, he's a very good friend of mine as well, and we talk a lot. And he's taught me probably more about money as far as investing how it works and how to use it and things like that, probably more than anybody else. Very, very smart. One of the things that he said is money is not all the same. He's like, "You can have a million dollars over here and a million dollars over here and one of them be used for good and to multiply and to be productive, and one of them be used just to indulge and be gluttonous and to be greedy. Is money good or bad? It's not good, it's not bad. It is. It is a tool for exchange. How you go and use it will determine whether or not it's good or bad for you in your own life." When he put it that way, I was like, if I have my money and I'm investing and I'm multiplying it and it's creating freedom and then I'm using that to be able to go out and give back, all of a sudden money is now good. It makes me be able to do my job better. But if I'm just going and I make a million dollars and I go to Vegas and I put 100 grand on black, cool. Maybe once in your lifetime. But that is not a good thing anymore. Now it's taking away from your gift. It can either be an amplifier or it can be something that takes away. That was a really, really big shift for me. It was like, how am I using it? Russell: It's powerful. Again, it just comes down to there's so many subconscious things that are weird about it. Next thing I want to talk about for entrepreneurs too ... And this is a trap with money that I got caught into for almost 15 years. When I stared my business, I remember I started making some money. I figured out what my wife and I needed to live. I think at the time it was $8,000 a month that was giving us the most amazing lifestyle ever. We set it up where our paycheck was eight grand a month and that's what was coming from the company. And everything else in the company I kept reinvesting back into the company. For a while that's important. That's where we're going to grow, where we're going to expand it. I look at my business for the next decade at least, maybe longer, I never pulled anything else out. It only kept getting reinvested, reinvested. And eventually ... Some of you guys heard my story. 10, 12 years ago we had this big crash where everything got shut down and we lost everything. And the thing that sucked is when it all was said and done, I had nothing. We never pulled money out. We never invested. We never did anything. It was all being reinvested back into the business. I got my guarantee, we had our certainty, eight grand a month coming in consistently every single time, but then nothing happened. I remember when we launched after that happened and everything crashed and we were rebuilding back up, during that time we had no money so everything is being reinvested back into the business because we had no business at that point. We started figuring this out. That's where I met Todd. We launched Click Funnels. When we launched Click Funnels, I instantly went back to my same pattern. Like, cool, all the money goes back into Click Funnels. That's how we're going to do this thing. Todd was like, "Dude, just so you understand, I did not build this thing to just have a good paycheck and let this thing keep growing. This is not worth it for me unless we pull money out." I remember I was like ... I had so much fear and I was like, "No. We can't do this." This is one of Todd and I's first and probably only real things where he was just like, "It's not worth it to me unless this is producing money that's being put over here for my family, for my church, for my faith, all the things I want to be doing." Again, we fought back and forth for a couple of months. The very first time we had some profit. I was like, "What do I do with this profit? Put it back in the business." Todd was like, "No, we need to pull it out of the business," and we fought back and forth. Finally, we figured out a way to make us both happy where we figured ... At the time, we need three months of money in reserve. Worst case scenario, that's there. But then after that's over, all of the money, 100% of the money needs to be pulled out and given to the owners. Otherwise we're going to be like you were, Russell, 15 years in and you've got nothing to show for it. All the stress, all the effort, all the energy, and nothing to show for it. That's how we set things up. I remember it was so scary for me. In fact, when we started pulling out and distributing out the profits every single month, I kept mine in there for two years. I didn't touch a penny of it because I'm like ... It's in my separate account. It's over there. What was crazy, though, is that all of a sudden this thing that I was doing started actually producing wealth for me, which took the stress down. I started seeing this thing happening, and all of a sudden it started giving me options where I had no options ahead of time. I think for a lot of entrepreneurs it's like, we have this thing ... It's funny because I see even big people like Gary Vee talk about this, like, "I don't care about money. I dump all my money back in. I'm just building this brand." I'm like, I thought that was the thing for a while too, but it's not. If the business is not producing wealth for the owners, what's the point of it? Eventually you got a job and that's it. It needs to be doing something or else it's not serving you, and therefore, it's not a gift. Josh: Was that the thing, though, helping you overcome that? Was it just doing it? Is that what helped you overcome it? Russell: Yeah, Todd forced me. If it wasn't for Todd, I would still be pulling out eight grand a month and that would be where I would be living. 100%. Todd forced me to do it and it stressed me out. I was so scared. For two years I didn't touch the money and all of a sudden it was like, oh, my gosh, there's this money here. Now I have the ability to ... This thing I had created, this value I was trying to put into the world was paying us back, and now we could ... Now we had all sorts of options. Especially when you're really pushing and you're working hard and you're grinding on something, if aren't seeing some tangible value back from it, it's not serving you. It's just taking from you. Again, this was my personal money, one of my personal issues I struggled with. This may or may not be that, but I would say for all of you guys, looking at this as you are creating a business and creating wealth, you need to be pulling things out. What you do with it is up to you. Like you talked about, use it for good, evil. You can give it to charity. You can do whatever. But if the business is just paying for itself, the business will continue to eat up all your money. It will. You leave money it, it's going to continue to eat it up and it'll disappear as fast as it can possibly happen. But if you start pulling it out and it's over here and it's different, man, it becomes more efficient. It becomes more effective. Everything becomes better because of that. Josh: It's funny, because my thing ... I had that same struggle except I wasn't even paying myself. I was literally just, what are my bills for the month, the bare minimum, and then that was it. And then I met my now wife and I started thinking about finances and she wanted stuff. I was like, but also the business. It was kind of like this thing. Katie came along and was like, "Josh ..." The very first ... She didn't give me a lot of tactical things. It was very mindset-focused. I remember one of the biggest tactical things that she gave me out of the very few that she did, she was like, "You need to pay yourself a paycheck, and that paycheck needs to not only be enough to cover all of your expenses, but it needs to in excess." When I started to put away multiple thousand dollars a month into savings or into being able to invest outside of the company, it changed my whole entire perspective. Weirdly enough, magically, the business made more money. It was like, made it every month. It was like, we're entrepreneurs. We figure out problems. Our brain programs for it. And then I started looking at it as myself as an expense. I was like, I'm a line item on the books. Just like I pay a contractor, that's me. All of a sudden, the business made enough money to cover that. But before that, it didn't. It was crazy. Russell: It's interesting because when you start seeing the results ... I've talked about this before. If you look at my Disc profile, there's the D-I-S-C, and then there's your values. My number one value is ROI. If I can't see the ROI of a situation, it makes it harder for me to do it. I was in business for a decade and a half and the ROI I was getting was good. I was like, "I'm helping people and having success, and it's fun to see the success stories." That was the ROI I was getting, and it was good. It kept me going. But man, I look at the last seven years of Click Funnel, it was like the pressure and the stress and all of the type of things. If it wasn't for the ROI, it took this pressure, but here's the ROI of it, I wouldn't have been able to do it. As soon as I started seeing the ROI and the ROI gets bigger and bigger and bigger, all of a sudden it's like, this becomes fun again and you get excited. How do I make the ROI ... For me, it's all about the ROI, the return on investment, any situation is the key. If you don't have the ROI, it gets hard. It's hard to be creative. It's hard to come up with the next idea, the next thing, and the stress and the pressure that comes. What's the return on investment for the effort you're putting into it? But if you see the ROI and you start amplifying it, then it becomes a more fun game. That's where you start growing from a million to a 10 to 100 and beyond because it's like, I see this game. I'm playing it. I'm getting the return on investment. But I never saw that before because the only return on investment I was getting was this one thing, and those things they feel good, but it's hard to keep score with the feel goods. You got to have a scoreboard to see, like, oh, my gosh, I'm winning. Can I win even more? What's it going to look like? And now it gives you options and opportunities… Josh: You mean you're telling me that all the stress and pressure isn't worth $8,000 a month? Russell: You know, I could get ... I was like ... Nowadays with all of the inflation, I can work at McDonald's for eight grand a month, I think. It's crazy. Josh: Man. Russell: But back then- Josh: That's crazy. Russell: That was the ... Anyway, it's crazy. Josh: You can buy Bitcoin and keep up with inflation. Bitcoin, the savior of money. One more. I kind of want to dive ... I wasn't going to make this a money episode, because that's kind of where it's been. When did you make the shift ... One of the big problems with entrepreneurs, talking maybe a little bit more established entrepreneur, is once they're making money ... I was talking with Brad about this and he was talking about in the inner circle. He was in there ... Or in Category Kings, right? The guy's like, "What's the main problem that you solve?" Brad was like, "So interesting. We thought we could answer that question." Then he asked us it and we try to do it, and it was like, dang, what is the main problem that we solve? What he said is one of the things that they came down to was entrepreneurs know that if they have money, it should be doing more. But they don't know what to do with it. This is something that you probably are an amplified example of this, because you're really, really good at making money. You don't even need to think about what your money should be doing because you can just go make more of it. Once again, that because you've unshackled us. It's like, "All right, want a new car? Go build a funnel. You want a palace? Go build a funnel. Want to take a vacation? Launch a funnel. Just do a funnel and you print money." For you, when did that shift happen for you when you actually started paying attention to, I can't just leave my money in an account right now? I can't just buy cars and houses because those don't make me ... You have houses, you've got the cars, you've got everything you've ever wanted and you still have money left over, so when did you make that shift of, my money needs to be doing more, and how did you solve that problem? Russell: Interesting. This is one that's been more recently solved for me, actually, which is fascinating. For a long I was just hoarding it. Just hoarding it, keeping it here. Then Brad and Ryan ... You have to invest it. I'm like, "I don't want to do that." They forced me to do ... I give them a bunch of money every year and they do whatever they do with it, and that's awesome. I'm like, "Okay, cool. Something is happening." But then the money kept adding up. I remember one day I was like, "I'm in a weird spot where I could buy almost anything I want. What do I want? I'm going to go and spend some money." I remember going to eBay and I was like, "I'm going to buy anything I want." I was searching for stuff, and I spent four hours on eBay when all of a sudden I spent three grand. I was like, "That's it. I got everything I wanted." I was like, "Oh, crap, now what do I do with it?" It was interesting, because for me, it was like ... Again, this is something ... It's been a recent development. I can't remember if it was this podcast or the one I talked about it, I was like, I didn't know what to do with this. Yeah, I could invest in real estate, but that wasn't inspiring to me. I have money in crypto, but that's not inspiring. What's the things that's going to inspire me to want to do more? Again, it's ROI for me. What's going to give me the ROI of now I got to create more money so I can do this thing? So I have a lot of things. Again, we give money to charity. All those things are good and they get me excited. But I was like, what would be the thing that, for me, would amplify? When we bought Dan Kennedy's company, it was the first time I felt it. I bought his thing. We reorganized it, cleaned it up, and I was like, "Oh, my gosh, I'm able to take these things that were so precious to me and I can bring them back to the world, and I can monetize them. I can actually make money off of this thing." I got really excited. I told you I started buying old books. I started investing in Napoleon Hill books and Charles Haanel and Orison Swett Marden and Samuel Smiles and all these people, the founding fathers of personal development and business and all these kinds of things. I've literally spent a small fortune ... I've spent a lot of money in the last couple months on these old, old books, because now it's like, I'm not investing in real estate that's over here. I'm investing in these things I don't care about. Now it's like I'm investing in something that I can take and that I can turn this into more money, and I can turn it into help. I can serve my entrepreneurs. I can do more things with it. For me, that's what's been stimulating for me. That was the investment of ... It was like, I can dump it back into things, but it was like something that's meaningful to me. For some people, crypto is meaningful. For some people it's NFT. Finding the thing that's not just like, I'm investing to invest, but what's the thing that you're passionate about it where it becomes more than just ... For me, that's what I'm geeking out on. You know this, next door I'm building a 20,000 square foot library to house all these books, to build an event center, to build all these kind of things because this is what I feel like my life's mission is. I'm curating all these ideas and I'm bringing them back to people in the simple new form to help these ideas and these concepts live on. For me, that's double fulfilling because it'll make me money, but it's also something that can serve the people I've been called to serve as well. Again, buying Kennedy's company, I'm serving these people, but I'm also making money, which gives me the ability to serve more people. It's kind of fun. Josh: What was the shift, though? For a while you didn't do that, right? Russell: For a while I just sat there. I didn't know what it was. Josh: Who or what got you to the point where you're like, "Okay, I've got to go figure this out"? Yes, this is what you ended up doing with it, but I think a lot of people, there's got to be that thing that's like, "This is when I realized I got to figure out ..." Or some people just let it sit their whole life, I guess. You know what I'm saying? Russell: I heard stories about ... I don't know how true ... But like Scottie Pippen or Mike Tyson, he made half a billion dollars and he's broke. I was like, I don't want to be that dude who made a half a billion dollars and is broke right now. I need to figure out ... I always joke with Brad and Ryan when we were writing their webinar page initially, I was like ... On 30 Rock, there's that scene where Liz Lemon is talking to Alec Baldwin and he's like, "I need that thing that rich people do where they turn money into more money." He's like, "Investing?" He's like, "Yeah. I want to do that." For me, it was like, I've got money here. I need to figure out how to turn money into more money, that's not just me doing the whole thing. How do we amplify what we’re doing? How do we have that exponential growth? That was kind of the thing that got me into it. Again, initially it was doing the things that weren't exciting. I'd invested money in real estate and I hated that, so I had Brad and Ryan, I invested money with them. That was cool. It was passive. It wasn't passionate. I was trying to figure out what's the thing that I'm going to be passionate about, where now it becomes part of a game. Now I can see the ROI on this thing. I invested $40,000 this weekend on old books, how do I turn that into $400,000 or four million or 40 million? Can I do that? Now begins ... Now it's fun. Some people, real estate is that game. I got friends who own 100 houses, or 200 houses, and that's the game that they love. I look at Tai Lopez and he's buying these businesses. That's the game that he loves. What's the game you're going to love, the investing game you're going to love? There's a million ways to invest, but when you find one that you love, then it becomes ... Now it becomes a fun part of the game. I think it's understanding first off you need to do it, otherwise you're going to ... You mentioned this ... I can't remember if it was before we started recording, but people who have won Two Comma Club and they got nothing, or Two Comma Club X and they're broke. Entrepreneurs are good at generating money, but there's this other part that you got to learn how to invest it correctly. Otherwise, you're going to pull a Tyson or a Pippen and be broke in a couple of years from now. Yeah, I got 3 Two Comma Club awards on the wall, but I'm trying to figure out how to feed my family this weekend, and that’s now where you want to be… Josh: That's so crazy that's a reality for people. It really, really is. I think that's one of the things that I am very, very thankful to have learned relatively early on, is ... Russell: They're two different skill sets. Making money- Josh: They are. Russell: And keeping money are not the same thing. Josh: Yeah. Russell: They are completely different skill sets. In fact, typically, the people who are good at making money are the worst at managing it. Josh: Keeping it. Russell: It's like yin and yang. Understanding that if you're good at making it, you find people around you, like Brad and Ryan, I was like, "Here's money. Do that thing you do because I don't want to mess it up." Josh: Yeah. Russell: In fact, it's funny, before I invested money with Brad and Ryan, I invested it in two different deals. I was like, "This is the greatest thing in the world." Both of them, literally both of them turned out to Ponzi schemes. I got to write off multiple of millions of dollars last year because I gave money to ideas that were so good that me as the entrepreneur was like, "This is genius. This is the greatest thing in the world." Ponzi scheme. I got sold on the thing. It's funny, one of my friends just sold his business for eight figures and he messages me. He was like, "All right. I want to ask your opinion. Where should I put this money?" I was like, "Dude, do not ask me. If I think it's a good idea, it's going to be a Ponzi scheme. Find someone who, that's their life, is that, like Brad and Ryan. Go give your money to them," or find something like I'm doing now with the books and stuff, where it's like now. This is something that fits into my skill set. I think it was ... What's the old dude who invests all the money? Warren Buffett, that said only invest in things you understand. It's like, I understand how to turn old information into money. I'm investing in information and intellectual property because I can turn that into more money, and so that becomes something I can invest in, because I understand the game. I don't understand- Josh: So interesting. Russell: This, but I do understand this, therefore, I will invest in the thing I understand because I can turn this into more money. Josh: That makes sense. Side note on Warren Buffett, you know 80% of his wealth or something like that came off of nine trades? Russell: Really? Josh: Nine investments that he made, it produced 80% of his wealth or something like that. Isn't that insane? Russell: That is fascinating. Josh: That's why when ... I read the quote from him, it was in the context of this quote. It was like, Warren Buffett is like, everyone thinks they have to make a bunch of good decisions. He was like, "I try to make three good decisions a year." I was like, "Oh, my gosh. What the heck?" And then I found out that 80% of his wealth came from ... It was eight or nine trades or something, or investments, and I was like, "All right. I guess that makes sense, then, if you only need to make ..." Anyway, last question, rapid fire question on money. Is there anything that you could do, if you could go back and change something about what you've done or your handling with money, is there anything that you would change, and if so, what's the biggest thing that would be? Russell: Good question. I think I would've started ... Number one, I would've started pulling money out of my business faster. Number two, I would've had a plan for what I would do with that money. I wish I would've said, "I'm going to pull out ... After three months of thing, pull out all the profit, I'm going to put 25% in real estate, 25% in crypto, 25% in something else, and just have that happening in the background, I'd be a much wealthier man today." It took me a long, long time before I did that. Todd forced me to start putting money into crypto, which was one of the greatest gifts ever for me. Brad and Ryan are now forcing me to put money over here. It's like taking that and putting it in spots where again, it's not going to be 100%. I'm going to fall for two Ponzi schemes a year probably, but if I can get one of them to win and three of them to fail, or whatever that is, that's the big thing. I always thought that I will start pulling money out when blah. When I hit Two Comma Club, when I hit a million. The problem is that win never comes. You got to structure from day number one. When money comes in, boom. Profits come out. This happens here. I pay myself first. From the money I pay myself, 10% is going to go for me to go do stupid things, 25% is going to go into real estate or Bitcoin or stocks or whatever. And dividing that stuff up so it's happening at a small level, because when that happens, I wasted a decade and a half before any kind of investments happening. Can you imagine if I had 15 years of the stuff I was doing, turning into something? I missed out on so much of that, that I wish I would've done. Josh: You just got to make sure that you have a small percentage there, which is dedicated to losing bets and Bitcoin to Josh. If you have that, then we're good. For the rest of your life, you're going to be losing bets, so that's how that's going to work. Guys, I hope you enjoyed this episode with money. I'll let you sign it off, but this was awesome. We get to hear Russell Brunson talk about money, which is something that, you make a ton of it, but you don't really talk about it, which is awesome. Thanks for sharing a little bit more. Russell: Thank you. I apologize I don't have a framework for this yet, but this gets me thinking, man, if I could figure out something for entrepreneurs, this is the next thing to do, so then I'll talk more about it as I figure things out. But it's fascinating. I remember I bought a Dan Kennedy course on wealth creation, and it was fascinating because I'd heard Dan talk about building businesses and all that sort of stuff, but it was the first time he ever talked about wealth. Again, same thing. Fascinating. I'm like, oh, my gosh. I never thought about that side of the coin because most entrepreneurs don't talk about it, or don't think about it. I think it's important for us to think and talk and do more with it because again, 15 years of never investing anything, man, it would've been nice. I'd be in a different spot right now than I am today, for sure. Thank you, Josh, for hanging out and talking about money. Hopefully you guys enjoyed this episode. If you did, let us know if you want more about money and wealth and these kind of things. Let us know and we'll go deeper on topics. Just take a screen shot of this on your phone, post it, and tag me and write your #1 question you want to hear, and maybe we'll talk about it on the next podcast. Thanks again. Thank you, Josh, and I will see you guys soon. Learn more about your ad choices. Visit megaphone.fm/adchoices

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Russell went live today to answer a question from the community. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Hey everyone, it's Russell Brunson welcoming you back to the Marketing Seekers podcast! Today's topic is a popular one – how to land your first client as a funnel builder.  Building funnels is crucial in today's market, honing skills like copywriting, design, and strategy. The key? Start by offering your services to someone else. Find your dream client and offer to build their funnel for free. I did this with Drew Canole, helping him launch his Organifi funnel. His success became my case study, attracting more clients. Here's the plan: identify your dream client, offer to build their funnel for free, deliver stellar results, and use that as leverage to attract paying clients. It's about showcasing your ability to deliver results. This strategy applies not only to funnel building but to any venture – courses, products, you name it. So, focus on creating a compelling case study, and watch your business grow. Keep those questions coming, and I'll keep answering them on the podcast. Thanks for tuning in! Learn more about your ad choices. Visit megaphone.fm/adchoices

In a rare Russell rant, find out what made him upset today, and how you can protect yourself from annoying customers. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Hey everyone, it's Russell Brunson here, and today I've got a bit of a rant to share on the Marketing Secrets podcast. Now, I'm usually a positive guy, but today, I'm feeling slightly annoyed. Let me tell you why. I pour my heart and soul into serving people. I work tirelessly, create valuable offers, and invest millions to simplify and change lives. Yet, there's a small but vocal group of people who seem to despise success. They put up barriers and complain, hindering their own progress. Let me give you some context. We're in the midst of launching Dan Kennedy's newsletter, and while I know it'll yield long-term ROI, the upfront investment is staggering. I had to acquire Dan's company, negotiate, write content, hire teams – the costs are astronomical. And yet, we're offering $20,000 worth of bonuses for just $97 a month after a free trial. It frustrates me to see some people's attitudes. They want the freebies but balk at a slight inconvenience, like higher shipping fees. Instead of quietly canceling, they make a scene on Facebook, airing their grievances. It's mind-boggling. But here's the thing: You attract who you are, not who you want. I've noticed this pattern for years. Within minutes of meeting someone, I can tell if they'll be successful based on their mindset and attitude. It's uncanny. So, if you're the kind of person who complains, refunds, and blames others, guess what? That's the kind of customers you'll attract. But if you take personal responsibility, seek value, and show gratitude, you'll draw in like-minded individuals. I've refunded a product only once in over 20 years, and even then, the person gave me the refund without making a fuss. Why? Because I take responsibility for my choices. I dig for value and don't expect it to be handed to me on a silver platter. So, my message to you is simple: Become the kind of customer you want to be. Take ownership, seek value, and show gratitude. That's how you attract success. Alright, I've got to run to my daughter's Christmas concert. Take care, and I'll catch you later. Bye, everyone! Learn more about your ad choices. Visit megaphone.fm/adchoices

Ever witness someone succeed big time at something and then they can't repeat that success? Why is that? Russell examines the ingredients of success and why some people have staying power and others fizzle out. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- It sounds like you're exploring the concept of longevity and sustained success in both the world of UFC and business. You're noting how some individuals or businesses can achieve momentary success, yet struggle to maintain it over time, while others are able to sustain success and even continue growing. You're drawing parallels between UFC champions who have defended their titles multiple times and businesses that have launched successful offers repeatedly. One key insight you've highlighted is the importance of building a strong relationship and community with your audience. You've observed that some businesses focus solely on monetizing their list without nurturing the relationship, which can lead to audience disengagement and eventual decline. In contrast, you emphasize the significance of continually adding value and stacking offers that align with your core message and mission. Your message underscores the importance of consistency, focus, and delivering on the promises made to your audience. By staying true to your core message and continually providing value, you can build trust, loyalty, and long-term success. This aligns with principles outlined in your book "Expert Secrets," particularly the concept of identifying and leading with a new opportunity and then stacking additional opportunities to deepen engagement and retention. Overall, you're advocating for a strategic approach to business that prioritizes relationship-building, value creation, and alignment with your core message to achieve sustained success in the long term. Learn more about your ad choices. Visit megaphone.fm/adchoices

Russell and Josh reveal the 2 biggest biohack, supplements, diets, brain food, focus & marketing. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- In a recent episode of the Marketing Secrets podcast, Russell Brunson and Josh Forti discussed the significance of biohacking, diet, energy, and supplements in enhancing brain function and overall health for entrepreneurs. Russell emphasized the need to optimize health to achieve greater productivity and success in business. Russell shared his personal journey from being a wrestler to becoming health-conscious after gaining significant weight post-wrestling. He initially hired a trainer and changed his diet, losing a substantial amount of body fat. This transformation highlighted the importance of health in improving productivity, as Russell realized that better health allowed him to accomplish more each day. One key topic was the timing of food intake. Russell noted that consuming carbohydrates can cause brain fog and fatigue. Therefore, he avoids carbs in the morning and afternoon, focusing on high fats and proteins instead. Carbs are reserved for the evening when they aid in falling asleep. The discussion also covered the use of nootropics and other supplements. While Russell appreciates certain nootropics like Alpha BRAIN, he is cautious about more extreme supplements and substances due to potential risks. He highlighted the importance of a balanced approach to supplementation, ensuring that any supplements taken are based on individual needs rather than a one-size-fits-all approach. Gut health emerged as a crucial factor. Russell mentioned that gut health directly impacts brain function. He shared his regimen of digestive enzymes, fermented foods like sauerkraut, and kombucha to improve digestion and nutrient absorption. He also recommended specific products like Gaines in Bulk digestive enzymes and GTs Alive mushroom root beer, which contains reishi, chaga, and turkey tail mushrooms for gut health. The conversation also touched on the role of sleep and sunlight as fundamental biohacks. Russell stressed that sleep is the most effective performance enhancer and that exposure to natural sunlight is vital for overall health. Josh Forti added his perspective on health and fitness, mentioning his experience with customized health analysis through blood tests and other assessments. This personalized approach helped him understand his specific health needs and tailor his diet and supplements accordingly. The episode concluded with a discussion about the balance between professional success and personal well-being. Russell and Josh emphasized that focusing on health is not just about physical appearance but about ensuring long-term mental and physical performance, which ultimately contributes to greater success in business and life. Overall, the podcast highlighted the interconnectedness of health, productivity, and entrepreneurial success. By optimizing diet, supplements, and lifestyle choices, entrepreneurs can enhance their mental clarity, energy levels, and overall performance, leading to more effective business practices and a better quality of life. Learn more about your ad choices. Visit megaphone.fm/adchoices

In this second installment of this special interview, Russell and Josh go super deep on ‘the master story’ and the attractive character…and what happens when you have tons of followers and NO ONE buys! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Russell Brunson: What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. So, today's episode is probably from most of my conversations with Josh, might have been one of my favorites. It was really, really fun. We started talking about expert secrets and storytelling and how they work, and attractive character profiles, which one you should be using, and how they work, and can you change them? And then also he started going into his concept of the master story, which is something I talk about in Perfect Webinar, but he goes really, really deep in it. And anyway, we geeked out. This was a really fun episode. I hope you enjoy it. With that said, let me cue up the theme song. When we get back, you'll have a chance to listen to this exciting conversation with me and Josh talking about story and attractive character, and a bunch of other really cool things. JoshForti: I got to ask this. Are you not on Twitter? Like I see you on Twitter a lot, and I see you posting stuff on Twitter. But is it not you that's engaging on Twitter? Russell: No, I don't know how to tweet. Josh: You don't know how to tweet? Russell, I tweeted you a lot. Or not a lot, but I tweeted you quite a bit. Russell: Oh, hey. Josh: And then sometimes you like my tweets. Dang it. Russell: I do like all your tweets. They're awesome. Josh: Yeah. Oh, man. Russell: I personally, I enjoy Instagram, probably my favorite. And then Facebook's probably number two. But that's the two social platforms I spend my personal time on the most. So, if it's from either of those two platforms, it's usually me. If it's other places... Josh: Do you have it like broken up? Like are you like, "Instagram, I do this type of content and stuff on. And Facebook, I do this type of content on." Or is it kind of like a mixture of both? Or... Russell: Um. Josh: For you personally. I know your team posts stuff, but... Russell: The only place I really post/do stuff typically is Instagram, like stories. That's where I kind of, like me personally, do stuff. And then Facebook and my personal page, probably once, every once in a while, I drop stuff there. And everything else, that's my team. Josh: Yeah, that's rare though, not often. Russell: Yeah. Josh: You're not like me who's like, "What? It's been 48 hours without some form of controversy? What can I say? Oh my God." All right. Well, actually, I kind of want to talk about that though. Not so much controversy, but creating content specifically around storytelling, because I think this is probably one of the biggest... Let me give backstory, a little context around this. I came into the world completely backwards of what most people do, right? So I was the guy that came into the world, and most people have no following and no followers, and they can't get leads to happen. Right? And they don't get anybody to show up to their webinar. And then they're super depressed because nobody showed up and nobody bought. I had the exact opposite problem. I had everybody show up and nobody bought. And let me tell you, that's way more depressing. You know why? Because when everybody shows up and nobody buys, you're like, "Crap. Now I really am screwed because I have no idea what's going on." Right? Russell: It was me, and not the… whatever, yeah. Josh: Right. It's not because nobody's hearing it. It's because I actually suck. And I remember the first time I ever did a webinar, we actually... I don't know if you remember this or not. I actually sent you a Snapchat. This is right when you first got Snapchat. This is way, way back in the day. I've told this story before. And I went and I was like, "Russell, what's up, man? I'm trying to build this webinar. How much would you charge me to build out a webinar for me or whatever?" Right? And you sent me a little video, a Snapchat video back. You're in the Jeep, and you were like, "Man, I don't really do that. I don't really do that anymore." So I like snapped you back, and then you snapped me back, and you're like, "It'd probably be like $250,000 or something like that. But I don't really do that." I'm like, "Man, I really wish I would've hired you for 250 grand." But anyway, so I go and we do this huge webinar, and everyone told us... We were like, "We're going to have all these people sign up." And everyone's like, "No. No, you're not. Nobody gets people to their webinar that easy. You maybe have a hundred registrants." We had 2000 people register, and we had a thousand people... We maxed out the room with a thousand people on live. At the pitch, there was like 982 people in the room. I go through, I do my pitch. No one buys, not a single person. And then we hung up, and like an hour goes by, and one person had bought. And most miserable, depressing... Russell: That's the worst because then you're like, "Crap. I thought there was no sound or something. Maybe they didn't hear me." Josh: Right, right, right. But I sat there and it was a bad webinar. We had like dozens, probably hundreds of emails and comments of like, "Can I have my money back for a free webinar? This totally sucks. Worst experience ever." It was awful, right? And what was interesting is that really scarred me for a while, from doing presentations and from doing anything where I pitched live. And so I basically went and I just did sales from that point on. I did lots of presentations. I did lots of content. But I did not actually go and pitch because really, it was like PTSD almost. Right? It was like, "I don't want to go back there." And what was interesting is I went and I would do sales, and I got good at sales, but sales is hard, man. Sales is just a different game. It's just like pushing and pushing and pushing and pushing. Right? And then my brother died, and out of just sheer not knowing what to do, I just started sharing my story because at that point you're like, "What do you do? My whole life is messed up at this point. I'm so confused." And so I just start sharing what I was going through, and I start sharing things of like the emotions and what I'm learning and what I'm going through. And I remember people just started buying, and it was like the weirdest thing, because I wasn't selling anything. Right? But I would go through and I'd be like, "I'm super grateful and thankful to have an audience right now because I'm able to go through and have a business that allows me to go and like be mobile and go to my brother's funeral or whatever." And then people started buying my programs. And I was like, "What in the world?" And then I would share other things, and then people would start buying. And I'm like, "I'm not actually selling these things. I'm just talking about my life." And what was interesting is I went back eventually later that year, and I went back to all these different people, and I was like, "Why did you buy this product?" And they're like, "Well, because you told such and such a story." Oh, that's interesting. So then I went over here and I was like, "Why did you buy that product?" And they're like, "Well, you guys told such and such story." And it was a completely different story. And it was like they were buying because they would hear a story, and they would associate that story with a product that I was selling, and they would go buy it. And so I had all these different products and all these different stories, and I was like, "Okay, well, I got to figure out what's the one story that I want people to figure out?" Right? So I could sell the one product. And so that's what I've really been focused on recently. But that lesson taught me that storytelling was everything, because I had heard that from you a million times. Right? Russell: Yeah. You didn't believe it. Josh: Story, story, story, story. Right? And I'm like, "I'm telling stories, Russell. What more do you want me to do?" But I wasn't. I was telling facts and I was going out there and trying to sound smart. And when I just let go of it all and was like, "This is the story, like the real, the raw, the genuine. I'm not trying to sell you anything. This is legitimately what's going on in my life." I made more money and more sales than I had before. And so I would love for you to talk about... Like I know in Expert Seekers you go through like storytelling and all the different, the core four stories, and the change of false beliefs. But what's the key? And maybe that's it, like going back through that. And that's fine. But like what's the key to telling a good story? Because I think not only do people... And there's a follow-up question to this, which I'm not going to tell you what it is yet. But what are the elements that make a good story? What actually makes a story work? And how do you tell one effectively? Russell: Yeah. First off, it's fascinating because I went through a very similar journey when I got in this world too. I remember going to my very first event. I saw people selling from stage, and seeing the numbers and doing the math, I was just like, "This is crazy. There's no way this actually works." And then I remember getting invited to speak at a seminar, and it was different because webinars are painful, but man, standing on stage and doing a pitch, and then it bombing was even worse. Because it's just like all these people, nobody moved, and it was just like... In fact, I remember I was like, "I'll never, after the first one, I'll never do this again." That was the worst experience ever. And that's when I joined the Dan Kennedy world, and they had this public speaking course. It was like 40 CDs. I remember the pack was like this thick of CDs. And I bought it because I was like, "I want to figure this thing out." I started listening to him. And I don't remember the course at all, other than this feeling of just like it's not teaching. Teaching is not what gets people to buy when you're on stage. It's telling these stories that connect with people. And it shifted my mindset, and so it shifted to the point where I went and tried again. And the next time I tried, I tried to weed these things in, and I got like six sales, a thousand bucks apiece. And I was like, "Oh, okay." Like I got the reward of like this actually worked. And then I was like, "Okay, do it again and do it again." And then you start getting obsessed with it. And then for me, most of my education for the next five years... Because there wasn't a lot of people that had courses on public speaking or things like that. There were a couple, but there wasn't a lot. I just went... And from a timeline, it was before the big 2000 whatever, the big crash in 2008 or whatever. And so there were events happening every single weekend. So I'd go to an event every weekend, and I would sit there and I would just watch the people speak. And I would watch what they were doing and then see how people would buy at the end. And people, the ones that had the big table rushes and stuff, I was like, "Okay, what did they just do? What'd they do to me? How did they do it? What did they say?" And I was like trying to dissect what they were doing. And then I would model that for my presentations. I'd be like, "Oh, I like how they did that part, how they told the story or how they got emotional." Sort of like just studying. McCall Jones calls it charisma hacking. I didn't know that's what it was at the time. But I was just watching how they did stuff and how it made me feel. And it wasn't just like selling from stage. I started watching religion people as well. Like some of the best presenters in the world are preachers and pastors and things like that. And I was watching just people speak and how they got me to feel and move, and how they told stories in a way that was exciting. And then so that's like this study I started going on. Then I met Michael Hague. I started learning about story structure. I was like, "This isn't just made up. There's actual structures and there's things in place. And this guy's way easier," because now I'm not just guessing. There's actually a pathway. Anyway, so that's kind of my history with it too, but it's fascinating. But I think that if I was to break it down into something for people to understand that's not complex but simple... Because you can go to the Expert Secrets book and it can get really complex. But the simplest form is that if somebody's coming to you, it's because they're looking for something different, right? They want change. They want more. There's some result. And I always think about this like on a mountain because Dan Kennedy used to talk about this. He's like, "You need to become the guru on the mountain. And people are going to come to the base of the mountain, and the closer they get to you up the mountain, the more they're going to pay." Right? So, the base of the mountain, they're paying a hundred bucks a month for a newsletter. And then they want to get closer, they pay 500 bucks a month, then a thousand bucks a month. And for whatever, for 50 grand, they can sit at your feet and talk to you." And he used to always talk about that guru on the mountain thing. And back when I was first studying this, the way people sold was different. It was much more like that. It was more of a status play like, "This is how successful and why you should come up here. And if you want to be like me, you got to come to me, pay me more money." And I never really resonated with that, partially because I'm awkward and I always felt awkward like positioning myself. So I never liked that, and so I started learning about story structure. It was cool because I realized that the positioning of you on the mountain, it's essential, right? But it's not like you sell from the top of the mountain, yelling down to the people. It's like people see you on the top of the mountain, and they're down here like, "I want to be up there." You're like, "Cool." And then it's you coming down off the mountain, running down to where they're at, and being like, "Okay, I know exactly where you're at. Let me tell you my story, because I was in your same spot at one time." Right? And that's the power. So, if you look at the way I do my presentations, I usually drop like one slide or one thing like, "Hey, this is the thing you want." Right? Like, "Cool, I've made whatever." Like I'll do my quick posturing just so they know that I've been to the top of the mountain they're trying to get to. But then I don't stay there. But again, if you watch the old-time speakers from the nineties and early 2000s, they would spend the 90-minute presentation talking about them on top of the mountain the whole time. And I just hate it. So I drop real quick, so you know that I know I've been where we're trying to get to, but I got to come back very, very quickly. And the story I'm telling you is the story, my story, of them. Right? I have to put myself in their spot. Like where was I when I went through the same thing? Because all of us, if you got to the top of the mountain, somewhere you had to start hiking. And you went through that journey to be the guru on the top. Right? And so it's like coming back and remembering where are they at or where were you at, telling your story. And if you tell it the way that they connect, they're like, "Oh my gosh, they are me. I was Russell. Russell went through this. He understands." And there's empathy. Then they trust you. Then they want to go on that journey with you. That's like when you came out and you started telling your story, it wasn't you posturing a position of how great you were. But it's like, "Hey, I've done this thing you're trying to figure out. But let me tell you my story and how I'm struggling, how I'm still struggling, the struggles I went through, and the pain and the fear." And all of sudden they're like, "Oh, I feel that too. I feel the pain. I feel the fear. I understand those things. This person understands me. I can trust them to take me on this journey because he's not going to be the person who's just positioning how great they are. It's someone who I have empathy with. They understand me." And that's the key. Because if they feel like you understand them, then they're going to go on that journey with you. And you do that by telling the story, like your version of their story. Because they're living it right now, and you've lived it the past. You've got to tell that in a way where they connect and now they're going to want to go on that journey with you. And that's kind of the key to it all. Josh: That's super, super interesting. Yeah. Because when I think about story structure, because I've like tried to simplify things down in my own head... Because it's always interesting, because I'll watch everything that you do, and so it's funny whenever I do presentations, people are like, "You're a mini Russell." I'm like, "Well, that makes sense actually. Right?" Like I've watched all this stuff, right? So, but for me, man, going through Expert Secrets, I don't know, it was probably the third or fourth or maybe even fifth time through before I finally actually was like, "Oh yeah, you actually do know what you're talking about." Because every step of the way I'd be like, "But my story doesn't fit in. That doesn't work." Or like, "Mine doesn't have that." Or like, "It's not that systematic." Or, "Russell, it's too much of a science. There's more of an art to it." And then I'd read about it and I'd be like, "This is so scientific." And then I'd watch you do it and I'm like, "That's so artistic." And I'm like, "But they're the same." Right? And so I would try to figure out ways to simplify it down to a way I can understand it. And then once I would understand it, I would plug it into yours, and then it would work. Right? And so for me, it was always like, okay, there's four parts. It's, "How did I get here?" Right? That's backstory. Like, "How did I get to right here right now?" That's like that. And then it's, "Where am I going?" Right? So, the goal, the desire. And then it's, "How am I going to get there?" New vehicle, new opportunity, right? And then it's, "What's it going to look like?" The vision, like what's it going to look like in the process of all that, so we can paint this thing and we get people emotionally attached? And so for me, in my brain... And they don't always happen in that sequential order. Like sometimes you start with the desire, and then you go back, but it has to have all four of those parts. And then I would take that and I would go, and then I would apply it to the Expert Secrets, and then it would start working. Right? I was like, "Oh my gosh, that's what Russell's doing here and here and here." And then you actually have this whole framework out about it, right? And I think one of the things for me is I always go... Because we've done book clubs on Expert Secrets. I teach stories in marketing. I teach stories in personal development. Like stories and storytelling is a big part of what I do now, especially over the last six months and moving forward. One of the questions that continues to come up is... Well, there's two parts. Let me start with the first one. "Hey, Russell, that's all great, but I'm not a leader. I'm not the attractive character that's the leader." Right? "I'm not the person that figured it out and am living my customer's journey." And there's actually a lot more of those people than I thought. I thought most people were leaders because that's what I was when I first got started. So my question is, do you tell this story a different way? Or how is the story different, how is it positioned differently, if you are not the leader? Because I know you're not in your story. You're the reluctant hero, right? And so I tell people, I'm like, "Before you start figuring out your story, you got to figure out what attractive character you're going to be." Right? And we go through the four inside of Expert Secrets. It's like there's the leader, there's the adventurer, there's the reporter, and then there's the reluctant hero. And what's interesting is early on in my journey, I was the hero. Right? I was the one, I was like, "Guys..." I was literally this broke kid, freaking living in a $500-a-month apartment with duct tape windows. And now I'm not, right? And Instagram was the thing, and social media, and here we go. Right? But as I evolved, then the podcast came. And without even realizing it, I became the reporter. Right? And so how does, based on your attractive character, how does that change the story or how you tell it? Russell: Yeah. And it's funny because mine's transformed, not only just throughout time, but in different situations as well. Right? Like sometimes I'm the attractive... You know, when I got started, say when I was an interviewer, so I interviewed people. So I was a reporter for a long time. But then I transitioned to like a reluctant hero. But there's other times, like if I'm on Hockey Live, I'm not the reluctant hero, right? At that time I've got to be the hero. Like I'm coming in and I'm setting authority because I've got a whole group of alphas in the room. And if I don't come there as like the head alpha, they will run me over. If you're like in a situation with Tony Adib, like if I'm that situation, I'm transitioning more back to reporter because I'm leveraging Tony's expertise and things like that. And so I'm going back as a reporter. Same thing with Dan Kennedy right now. You look at... It's fascinating. Like we just bought Dan Kennedy's company, right? We just launched the first Dan Kennedy new offer. By the way, if you're listening, go to NoBSLetter.com and go sign up. But yeah, like... Josh: By the way, make sure you go through my link. Russell: Yeah. But look at like how I've... It's /JoshForti, yeah. Josh: Yeah. Russell: But if you look at like how I'm positioning this offer, it's not me coming as like Russell's the alpha. Right? I'm coming back here as like, "This is my mentor. Boom. And I had this chance to acquire, but I'm going to go through 40 years of his stuff, and I'm bringing it back to you." And I'm pulling these things out, and this is what I learned from Dan and what I learned from Dan here." Right? And it's me coming back in a reporter role with my mentor, and that's how I'm introducing the world to him. So, it shifts, right? It shifts based on the story and the situation. Like what are you using it for? Right? Like I could've come in and be like... Because there's different posturing. Like I could've come in and been the hero and like, "I bought Dan's company. We bringing it back from the dead. Da, da, da." Like put it on me. But that story, first off, didn't feel good. But second off, it's not the story that needs to get people to move. The stories to get people to move is me giving homage to this guy who's changed my life, and now I'm going to be having the chance to bring these things back to you. Like me becoming the reporter back in that phase, in that business and that side, is a more powerful story to use. Right? And so it's all coming down to figuring out what's going to be the best story, right, in this situation and where you're at, and thinking through that. Because right now you're in a reporter role, but other times I still see you, you shift back over where you're running different things. So it's just trying to figure out what's... Again, these are all tools. I was talking to the Two Comma Club X members this week. And part of the group's doing challenges, part are doing webinars, part are doing different things. And they're like, "Which one should I do? Which one's the best?" I'm like, "No, it's not which one's best. These are tools. Like this is a hammer, this is a saw, and different jobs and different tools." And so it's like if I'm coming in here, I want a hammer, but over here I want a saw, and here I want a hammer and a saw, because I'm going to do this thing. Right? And same thing with stories, understanding that. Like your attractive character can shift. Mine's shifted more throughout time, but also situationally it shifts where it's like, okay, this is the role I need to be here, and it's okay to shift back to reporter. I've seen people, in fact... Well, can I drop names? Yeah. Who cares? So like Grant Cardone's a good example. I love Grant. Grant is like the leader, right? And at 10X, after we set all these sales records, Grant was going to shift to the interviewer and he was going to interview me. And it would've been a really fascinating thing for him to pick my brain and ask. And we sat down and we got in the thing, and he sat there for a second, and all of a sudden he was like, he didn't want to. He thought like shifting to the interviewer was a decrease in status. And he literally stopped before he started and said, "Actually I don't want to interview you. I'm going to have somebody else do it." And he got off the little thing, had somebody else come in, and that person interviewed me. And I was like, "Ah, dang it." It would've been so powerful for him. Josh: Come on, Grant. Russell: It would been so powerful for him, for his positioning, for people to connect with him better, if he would've come off like, "I'm Grant Cardone." You know, trade, come down for a second, and done the reporter, and been excited. Because he genuinely was excited. He, backstage, was freaking out. He was like, "I've never seen what you just did. That was amazing." Like it was this cool thing. And it humanized him for a minute. And he could have had that moment where he did it, and he didn't. Whereas me right now with Kennedy, I'm paying all homage to Dan. He's amazing. And it, first off, makes the offer better, makes the story better, but it also makes me more... People connect because now it's like they're the same thing. Like, "Oh my gosh. I have mentors. I can be excited about what they're learning." I don't have to posture all the time where I'm the only person. You know what I mean? Josh: Yeah. Well, it's super interesting that you say that because studying influencers has been something that I've kind of geeked out about. And one of the things you talk about in there, in Expert Secrets or whatever, is the attractive character has flaws. Right? And when the attractive character owns those flaws, it actually makes their supporters love them more. And what's interesting is that I've looked at people like Trump, and we're not trying to get political here in any way, shape or form, but one of the big criticisms of Trump, even from his own people, and I being one of those, is he never admits when he's wrong. He never will step down and even give the idea that somebody else could be right. And because of that, that actually hurts him a lot more in the long run than in the short, than it gains him in the short term. Right? And so it's that same concept. And then I look at someone like a Dave Portnoy, right? And do you follow Dave at all? Dave Portnoy? Okay. So he's the founder of Barstool Sports, and he's the one that did the Barstool Fund and everything like that or whatever. Here's a dude who, I mean, his fan base is not as large as Trump's, but as far as like fans and fans, people love Portnoy. Right? Like, I mean, there's his fans. But he makes fun of himself constantly, right? And he's constantly coming back and being like, "Yeah, I messed up." All of his bets are public because he owns like a gambling or a sports betting company. So you go to his Twitter and it's nothing but all of his wins and then all of his losses. Right? And so you can see both, and people just love it. And anytime people are trying to bash up on him, all of his supporters come and they're like, "Yeah, we know he's an idiot. Right? But he's an amazing idiot. Yeah." Right? And so it's like when you show that other side, people connect to you even better. And it's such a fascinating concept because it's opposite of what our brains think. You know what I mean? Russell: A hundred percent. It's counterintuitive. Like we want to always posture position, thinking that's the... It's just like the guru on the mountain we talked about, right? Like in the eighties, nineties, every expert wanted to be the person, the infallible expert up here at the top. But man, that's not what gets people to connect. It's the coming down and like, "Dude, I struggle too. I remember the pain. I remember the pressure, the fear, the scare, like all those things." And that's what connects people. People crave connection now. Maybe there was a time in history where people just wanted the other thing. But nowadays it's not that way. People connect with vulnerability. But it's hard, it's scary, because it's like... In fact, Natalie Hodson, I think she quoted Brene Brown, but she's the one that told me this. She's like, "When you're vulnerable, you feel small, but people looking at it, it feels makes you feel big to them." So it's a weird thing where you're like, "I feel horrible," but it makes them look at you and like, "Oh my gosh, this person's willing to say things I'm thinking in my head and I don't dare to talk about because of my own fear and anxiety and status, and all those kind of things." And it gives them that thing, and that's what gets people to connect with you. It's really fascinating. Josh: Yeah, for sure. For sure. Okay. Last piece on this, which will take up the rest of the time for sure, is the number one question that I get hands down when it comes to stories... I'm sure you've heard this a million times, but in the odd case that you haven't, Russell, your people want to know this. Okay? The number one question is: How do I know which story to tell? Russell: Ooh, that's good. Josh: Right? It's the hardest thing because people are like... And it's always hilarious because I'll sit down and I'll be like, "Well, what story are you trying to tell?" And they're like, "I don't know." And I'm like, "Well, here's your life story." And I will tell them because I'm like their coach and I've been around them for six weeks or whatever it is. And I'll go, "Here's your story. Boom, boom, boom." And I'll summarize their entire life in 30 seconds. And they're like, "How did you do that?" And I'm like, "Because it..." Well, anyway, I want to know the answer to their question. How do you know what story to tell? Because everybody has these. We're so close, right? And for me, I'm about to turn 28, right? My 28th birthday, we'll do a big birthday bash. Russ is coming on. It's going to be great. We're going to want to do podcasts. It's going to be so cool. Right? But it's like I've got 28 years worth of experiences. How do I know what to tell? Russell: Yeah. It's fascinating. When I wrote the first version of the Expert Secrets, I didn't know that was the question people had. I didn't even know how to answer. It never crossed my mind. And anyway, I wrote the second version of the Expert Secrets and I'd seen it, so I'd updated it. But no one ever commented. And it wasn't until... Actually, you came to it. You came to the most recent FHAT event I did, right? The expert one? Yes, okay. Josh: Yeah, not the e-com one, but yeah. Russell: Yeah. So the first time I shared that publicly was at that event, and I remember it was fascinating because Steven Larson is probably one of the people that have studied me the most. And he raised his hand like, "Oh my gosh." He's like, "I finally understand what story I'm supposed to tell." And that was coming from Steven who like... And I was like, "Interesting." So, this is the problem I think that... And I always tell people, "Tell your backstory. Tell the origin story." So they're like, "Okay. I was born in Provo, Utah, March 8th, 1980. It was a cold night." And they, they go back to there, right? Because they think that's the story, because I tell them, "Tell your origin story." And it wasn't until at that event... Again, I think, I'm pretty sure in the second version, the hardbound version of DotCom Secrets, it's in there. But it was that event where I really said, "The story you're telling is not like your origin story. It's your origin story of how you came upon or created or figured out your framework. It's your interaction with the framework you're sharing." That's the key, right? So, when I'm talking about the perfect webinar, for example, the origin story I'm telling is not my origin story. It's my origin story discovering this framework. So, for example, I went to Armand Morin’s event and I saw people speaking on stage. I did the math, and then I spoke on stage, and I looked like an idiot. And I went back home, and then I bought Dan Kennedy's course. I realized it was wrong, and then I went through the thing. And so it's that story, it's how I learned or I earned this framework. Like how did I come up with... What was the things I went through to discover this gem that I'm bringing now from the top of the mountain down to them, saying like, "This is the thing I found out, and this is the story about how I found it. Let me share it with you." And be like, "Ooh, I want that gem. I want that gold nugget." And then they come with you on the journey to go and get that with you. So, that's the most simple way I've figured out how to explain it. I'm curious on your side, because you've explained versions of this as well, would you add to that or change it? Or what are kind of your thoughts on it? Josh: Well, so let me start by telling you the biggest struggle that I had. Like I'm talking for over a year of reading Expert Secrets, I struggled with one specific thing that I could not figure out, and it was the question that I wanted to ask you for the longest time. And then like right before we got an interview, I figured it out. I was like, "Oh my gosh." But it was I didn't understand the difference between the backstory and secret number one. And what I meant mean by that is like, to me, I'm like, "First you discover funnels, and then you teach them the framework for funnels. It's the same thing." But then you would say they're different. And I'm like, "How?" Right? Like I don't understand the difference between those two things. Now, at first I didn't understand it at all. And then kind of my first epiphany or my first breakthrough was, "Oh, wait, wait, wait, wait. First the backstory introduces the thing. And then secret number one has the framework for the thing." Right? And so then that was kind of my first realization of like, "Okay, these are separate. It's one, it's the thing. And then the framework for the thing." But then I would look at your webinar and I would go, "Russell, Russell, what's your framework? Like what's the framework to build a funnel?" I'm like, "It's hook, story, offer." That's what I thought, right? I'm like, "In order to build a good funnel, it's hook, story, offer." And then I was like, "Well, maybe that's not the framework. Maybe it's add all the upsells and break the beliefs, and then go through." And I was like... But no matter what it was, it was never... Like the framework for building a successful funnel was never to go and model somebody else's funnel, and then build all the up. I'm like, that's a thing, but that's not the parts of a funnel. Right? And so I got confused because I thought the framework that I was supposed to teach in secret number one was the parts of the thing, not the framework for how to build the thing. Right? And so I think one of the biggest 'aha' moments for me is like each part of the webinar that you're doing is its own separate section, and they build off of one another, but they're also each standalone. Right? And so I thought that the backstory or that the story that I told in the backstory was the story through the entire webinar, and it's not. Right? And so whenever I would hear you say, "Well, tell the backstory about how you learned it and how you earned it," I thought it was like that was the story for the webinar, and then I had to go through and tell each thing. And then I realized that there's a separate story for each thing. Right? There was a separate story for the backstory. And by the time you're done with the backstory... And I think it was you that said it. I go back and forth. I really like how Dan Henry explained some of the things specifically when selling courses, because that was the other problem, was you were selling a software and I was like, "Well, what happens if I'm not selling a software? Oh, crap. Where does it fit in?" Right? But I think it was you that said by the time you're done with the backstory, there's a percentage of your people that are ready to buy. And I'm like, "Whoa. That's the story that I've got to figure out." And so for me, I was like, "What is the story that I have to tell, that if I were not allowed to tell secret one, secret two or secret three, people just took me at my word that what I said was the solution to their problem? What's that story that I have to tell that people would go and buy?" And I became obsessed with that, and that's what I call a master story. Because I'm like, to me... And that's why I was telling you where I was geeking out about it. I'm like, to me, once I figure out that, and I've gone through and taught all these students how to teach stories, if I focus all of my time on the three secrets, we never get anywhere. Like literally. It's ridiculous. We'll spend so much time, and then they'll do the presentation and it won't work. But if I spend 80% of my time on just the backstory and we get that right, they basically figure out the other three secrets like that. And I spend 20% of my time in the other three secrets. Russell: That's fascinating. Josh: Yeah. Russell: Because I spend both of my time doing the three secrets, because that's where people get stuck on my side. But man, the way you frame that's really cool, because I always think about... There's different markets I go after, right? So if I'm going after like a beginner market, my first thing is telling the potato gun story, because it's like, "I had a potato gun, we had an upsell, da, da, da." And for beginner, like... Josh: Which 100%, by the way, 100% of what I've done... The last like six, three months I've been doing sales calls like crazy. Whenever I mention the master story, I go, "Hey guys, do you know Russell?" They're like, "What's the master story?" I'm like, "Do you know who Russell Brunson is?" They're like, "Yeah." I'm like, "Do you know the potato gun story?" 100% of the people say yes, every single time. There's not been a single person... I'm like, "That's his master story when it comes to funnels." Anyway. Russell: That's always interests me because I have a different master story if I'm going over like a more advanced audience, which is the master story of no VCs. Right? So it's like, "We're competing against InfusionSoft and all these things. They had a hundred million dollars in funding. We didn't have any money. We were broke. And so we put this thing together. Da, da, da." And they're like, "Now we get customers for free, and then they buy software." And that master story is what sells it to more of like the corporate, like the business owners who think through the world of like investing. So, that's story that I lead... If I talk about potato guns with them, they're lost, right? So again, it's like, people are like, "But I only have a story." It's like, "No, you have different stories. What are the stories that fit the audience?" Dan Kennedy 101, message to market match. Like how do you connect these things? Right? It's like here's the market I'm talking to. In fact, I think you know this. We bought Doodly.com and we bought like Brad Callen’s whole company. And these people, I didn't realize at the time, I thought they were internet marketers using software to make sales videos. But no, they were actually course creators who don't know anything about marketing. And so I went and did my webinar pitch to these people and it bombed, and it was like the worst thing ever. And I was like, "What?" And it was like, "Oh my gosh. I didn't understand the market." And so I had to change. So we rewrote it, changed the story, changed the thing to match the market we're going after. And now it's converted really well. But it was like, it's just understanding that in every situation, like figuring out, "Okay, who am I actually speaking to? So there's the market. And what's the message, the story I think I have that's going to match that to then bring them into our world?" Because I'm selling the same product, no matter what, but there's different stories that's going to hit different markets as you go through. You'll probably hear me quote a lot more Dan Kennedy in your future, as I'm going through all his courses again right now, and having the time of my life with it. So... Josh: Yeah. Well, it's just interesting, just going back to that one concept of like the first core story, the master story, the backstory of it all. I think one of the big problems that I know I ran into this is, once again, I thought the whole webinar was designed to teach and educate. Like that's when I would introduce and teach it, the whole entire process. But it's not. Like secret one, secret two, secret three are designed to educate on the thing that you introduce in the backstory. Right? And for me, with the people I work with on a pretty consistent basis, it's like they don't understand that either. And so when I go in and I'm like, "No, no, no, no, no. Forget about teaching them about it. You have to teach them what it is, why it's so important." And I always go back to that story when you were like no one was buying it and then you're like, "Do you understand what I went through then?" I'm like, "That! That's what you're trying to create." It's like forget the framework for it. Forget how it works. Forget why it worked for them. Forget the external objections for a second or whatever. Like what do you have to do that, if you didn't get to do anything like that, how would you convince somebody that this is the most greatest, amazing thing, and then be like, "And just take my word for it that it's going to work for you." Like, what's that story that you would tell? And for me, once I identified that was what it was, and I started working on my students with that, all the rest of the webinars and find new challenges and everything became easy. Whether it was Catherine Jones when we worked with her, whether it was Brad Gibbon, casual tactics, like all of them, it was like, once we figured out that, then all the rest of the things fell into place. Russell: Yeah. It's fascinating because the reason why I bombed when I first started versus why I started studying dance stuff, is that realization of just like, "They haven't bought into the fact that they want to funnel yet or that they want weight loss or whatever the thing is." Like your only goal during the webinar or the challenge or whatever is to convince them that this is the vehicle that's going to be the most likely successful to get up on that mountain and get the result that they've been looking for. Because they've been looking for the result for a long time, right? I think Katlyn said the average woman goes on eight diets a year. Right? So it's like, now that they're like, "Oh my gosh, I'm going to lose weight." It's not like this, "Oh my gosh, I'm going to make money. Oh my gosh, I'm going to..." Like, they already want the result. They tried three or four other things. You're trying to convince them that your presentation or your challenge or whatever is to convince them that of all the different potential opportunities, that your new opportunity is the one that's most likely to get them success. And if they buy into that, then you can take them on the journey. But you start teaching around the gate. You're trying to take them on this journey, and they're like, "Wait, but there's like 10 other options. I don't think you're the right... I don't even know if you're the right option. I have no idea." So your job and your role is 100% only there to convince them that this is the most likely thing that's going to give them the success they're looking for. And yeah, then you won. Then you can bring them into world. Now you can serve them. Now you can change their life. But until you've sold them on the fact that your vehicle is the one that is most likely to give success, you can't serve them. You can't change their life. You can't do anything. And so that's what we got to become really good at is that transition. So, anyway, so fun. Josh: All right. Well, that'll wrap up the story episode there. I think that was really, really good. I think we got a lot accomplished. Russell: We should go, another time, or next time you're a voice, we should do like a half-day live with everybody on like the master story. That'd be fascinating to go deeper just on that, without the context of having to have all the rest of the webinar things. I'd love to geek out with you deeper on that. So, there's the thought. If you guys want more of that, you got to let me and Josh know, and maybe next time we're around some UFC fight or some fake YouTube boxing fight, we'll plan something fun like that. Because that’d be really cool to go deep on that. Josh: That fake YouTube boxer fight, that's 5 and 0, right? Oh, man. All right. Russell: All right. Thanks, you guys, for listening. If you enjoyed this, please let us know. Tag us on social. Tweet us out. Instagram us. YouTube... I don't know. All the different places. Josh: Don't tweet us. Russell won't tweet at you. He'll just fake like your tweets. Instagram? Instagram. Russell: Tweet at Josh, and then I'll share it. Josh: Yeah. Russell: My team will share it. Anyhow, let us know. We're enjoying doing these, and hopefully you guys love them as well. And the last way, if you want to help grow this podcast, please just tell other people about it. And yeah, that's all I got. Thanks, everyone. Thanks, Josh. Learn more about your ad choices. Visit megaphone.fm/adchoices

Russell and special guest Josh Forti dive deep into funnels,  storytelling, and building your own reality. Find out how to break free of what’s expected, how to create your own rules, build your own world, and be OK with being different. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Russell Brunson: What's up, everybody? This is Russell Brunson. Welcome back to The Marketing Secrets podcast. Today, I've got two things for you. Number one, I got kind of a cold so if I sound a little funny, that's why. Number two, is you guys loved our last three podcast episodes with Josh Forti, so we thought we should do it again. Today, we jumped on a call and we recorded three more episodes for you, and they've been a lot of fun. The first episode was all about just kind of... It was an interesting conversation, and I think it took us a while to get exactly to the point. But by the end, the end of of it wrapped with some really cool thoughts and ideas and I think some clarifications that'll help you guys a lot. But it was all about I'm in this world of funnels, and how has that affected my world perspective, my world view and, everything else happening around me? And how does that work for you with the thing that you're most passionate and most obsessed with? And so I think you guys will enjoy this conversation. With that said, I'll queue up the theme song. When we come back, you have a chance to listen in on a conversation with me and Josh Forti. What's up, everybody? It's Russell Brunson. Welcome back to The Marketing Secrets podcast. A little while ago, Josh Forti and I did a couple episodes. We've done this three times now technically. This is the fourth, but we did an episode a little while ago, just to see how you guys liked it. And the feedback was amazing. I got tons of good feedback. I think you did as well, right? You saw everyone. Josh Forti: I got tons. I sent you some of them. We convinced somebody to start a podcast over it. Russell: Because of the... Yes. Josh: Because of the podcast. Russell: ... podcast. We are having little podcast babies now because of what happened last time we hung out, and I'm pumped. We're jumping back in. We got three episodes of recording today. I know the title of the topics, but that's about it. I don't know where we're going, the direction, but I'm pumped and excited and just grateful for you, man, doing these. I really enjoyed it last time. I left afterwards pumped and on fire and had a ton of energy, so I'm excited for this. Josh: Heck yeah. That's awesome. Well, are you sick? Russell: Yes. I have a little stuffy nose, so I apologize in advance if I sound... My voice sounds deeper though, so I sound more masculine which is kind of cool. But yeah, definitely got a little bit of a cold. Josh: Oh, man. As long as it's not COVID. Russell: Oh, yeah. No, I did that. We're good. The antibodies are flowing through my body, so I'm pretty good there. Josh: Heck yeah. Russell: Well, what's the plan today? What are we talking about for this episode? Love to get kind of- Josh: Are we doing intros or are we just jumping in? Russell: This is the intro. I'll do intros. Josh: This is it, we're in. We're rocking and rolling. Russell: We're live. Let's go. Josh: All right, all right. Let's dive in. Dude, interestingly enough, as I went back and I started going... By the way, I actually listened to all three of our episodes, even though we did them. I actually went back and listen, because I'm that geeky nerd. I was talking to one of my friends. We were sending VOXs back and forth to each other and he's like, "I just listed to my vox back to you." And I'm like, "I'm glad I'm not the only one that does that." And he's like, "Oh, no, you are the only one. I just did that one time." I'm like, "Crap. Dang it." I go back through it. I listen to VOXs and I listen to podcasts. I'm trying to figure out how I could've made them better. But what's interesting is I wanted to take this one a little bit of a different route today, to kind of kick things off. Because normally, I'd say there's two types of podcasts. There's educational podcasts, which is you're talking on a very specific topic, and you're trying to educate people on that. And then there's entertainment podcasts. Entertainment is much more... Maybe it could be educational still, but it's not designed to educate you on one specific thing, and then break all the beliefs around that thing. And then do the whole perfect webinar thing on a podcast episode. Whatever. But rather, just kind have an open conversation. And I want to open this one up, talking specifically about funnels. And not funnels and how you build them, but I want to know is funnels a worldview for you? And what I mean by that is right now, I'm really, really big into storytelling. That's kind of my thing that I'm geeking out about, is how to tell amazing stories. And I call it the master story. That's the core thing that I'm trying to figure out right now, is the master story for me is what's the one story I got to get people to believe? After they believe that story, they'll do whatever I want them to do. It's the big domino statement of stories. But as I've done that, I've kind of gone out and everything in my life now revolves around stories. I'm like, "Oh, story there, story there. Oh, that's the story? Oh, that's the story." And my whole life now is just everything is stories. Obviously, I'm a huge fan of Expert Secrets and Dotcom Secrets, and you wrote those books and everything like that. You talk about kind of building this world and this identity, and bringing everybody in. And so I'm curious for you, where do funnels play into your life besides just marketing? Is this a worldview? Is this a lens upon which you view the world? Russell: Everything. Yes, for sure it is. It's interesting. I still remember back when I first got in this game, and I was learning marketing, and then I started studying Dan Kennedy's stuff and started... And I remember starting after I got that, some of the initial inputs of this world. What's the Matrix? The red pill or the blue pill. I took the pill and all of a sudden I was like, "Oh, my gosh, I see the world differently." And for me, it was fascinating. I started loving, I became obsessed. In fact, you can ask my wife this. We first got married, we listened to the radio and commercials would come on and she'd want to change. I'm like, "No, no, no. What are they doing? Did they do a good job did, they do a bad job, and how could they have done it better?" I started geeking out on that and I started watching more infomercials. I started watching as you go down the highway and you see the billboards. "Okay. That billboard, did it make me do anything, did it not? Was there a call to action, was there not? If there was, what did... " I'd get my phone out and I call the number and like, "What happened? What was the sales pitch?" And I started seeing behind the curtain of what was happening, and I became obsessed seeing that. And I remember, this is probably a little bit prior to this, but after I started seeing things I started realizing how things made me feel. I remember in high school, I was the wrestler, as you know. and I was into my health and fitness. I didn't understand it back then, but I do remember Bill Phillips had a magazine called Muscle Media. This is probably way before your time. But it was the first muscle building magazine that wasn't... All the other ones were these dudes who were just steroided out. And Muscle Media was the dudes and the ladies in it was who you want to look like. That guys looks amazing. And he had a supplement company called EAS he launched, and so I got into supplements and got into Bill Phillips. I got into his world, where I was reading his magazine articles and buying his supplementsm and it was cool. But I remember I wanted to buy some... I can't remember what the new supplement was. And there was a GNC close to my house.And so I remember jumping my bike, riding down to GNC, being so excited to buy a supplement. And I walked through the door, and as soon as I walked through the door of the GNC, the person came out and was like, "Hey, how can I help you?" And I'm like, “uh…”, and kind of freaked out. I was like, "Oh, I'm just looking." And I got all nervous and then I kind of wandered away, and then it felt like the person was kind of following me and everything. And I remember I came there cause I wanted to buy something, but I felt so uncomfortable, excuse me, that eventually I just snuck out and I left. And I was like, "I didn't get the thing." Because I felt so uncomfortable in the process that even though I came there with my money in hand, ready to buy something, I didn't because I didn't like the process. And I noticed, I don't know if you ever go into a GNC. As soon as you walk in, they always come and they pounce on you. And even to this day when I walk into GNC, it's one of my favorite stores. But I know the initial anxiety of the person pouncing on me asking if I can help them, or what I'm looking for. I'm like, "I don't know what I'm looking for. I want to literally read the back of every label of every bottle here. I'll come to you if I need help, but don't come and pounce on me." And I started realizing that and I started thinking, "If this was my story, how would I have wanted to be approached?" And I started thinking the script. And I started thinking if I came in the door and the person says something like, "Hey, welcome to GNC today. I'm over here. If you need anything, let me know." And it was more of a deflect, I would've felt more comfortable. I would've walked around, then I would've felt comfortable coming back the person. And I just started thinking through that. Anyway, that was before I learned marketing. I remember feeling that way, and as I started studying marketing I was like, "Oh, my gosh. I now know why I felt that way. The script was wrong and the process was wrong." And I started thinking through things more like that. And I'm sure it was annoying for my family. We'd go to a restaurant and I would notice how did the server do things, and what did they say? And it started opening up for me. In fact, my junior year in high school during the summer, I got a serving job and I was serving tables. And I remember, because I would split test different things to see what would give me more tips. If I said this to a person versus this. And I remember in fact, this is a 17 year old kid who's stuck on himself. I'd roll my sleeves. "If my sleeves are rolled up and they see more of my arms, would it be higher?" And literally would split test this thing to try to figure out how to increase them. And it's just weird. That was when I was young, and definitely it's messed me up nowadays, because it's hard for me when I see every ad, everything. I want to go deep into things, and I do sometimes but sometimes it takes me long rabbit holes. I don't know if that answers the question or not. Josh: Okay. Well, I want to kind of dive further down deeper into that, because I want to expand beyond just marketing as well. Because I think any of us as marketers when we have the light bulb turn on, you take the red pill or whatever it is. I remember for me, I had that first experience with money. I grew up in a very small, small, small town. The two towns collectively combined had 750 people in them, and one bank and a gas station. Very, very small world. And then I started learning about money, and I'll never forget the day that it clicked for me. I was actually out in... I had already moved to Nebraska, and I started to realize how money flowed. And I got done reading this book, and I remember I picked up the phone and I called one of my friends who had been teaching me about money. I'm like, "Dude, I get it now. I get everywhere around. I can't not see how money is flowing and where it works." I'm like this, and now I have all these questions about it. And so I totally understand when your lights come on, you start seeing the whole world through that, for that specific thing. But I want to know what about other areas of your life, and how funnels and your viewpoint of funnels has affected that. And what I'm trying to get at and understand, is you talk a lot about in Expert Secrets, we're building this identity, we're building this community, we're building this movement, this calling. And what's interesting for me I've noticed, is that when I first got into this space, I was so new that the preconceived notions of what people should do or should not do did not affect me. Because I didn't know anything. I was like, "I know I'm an idiot." people were like, "You're doing that wrong?" I'm like, "Probably." And there was no ego in the way of it. But then as I grew, I thought there were certain ways that I had to think, or there were certain things that I had to do. And then if I broke free from the mold that everybody else was doing, then somehow that was wrong. And I struggled with that. Thankfully for me, I didn't stay in there. But what helped me get out of it, is I gave myself permission and I literally was like, "I'm doing my own world over here. Everybody else, they can have whatever it is that they want. They can make more money than me, that's fine. I'm building this own little thing." And when I envisioned myself stepping into this world, then I was allowed to make my own rules. And so the rules had to follow everything else, but people would be like, "Josh, it's super weird that you think about everything in marketing." And I'm like, "But that's my world." And so everything about my life, from what I buy, to where I live, to who I hung out with, was all shaped around that. And for a while, that was weird. And whenever I would go to my friends it was like, "You're weird." And I struggled with that. But then once I gave myself kind of permission to be like, "Well, that's just literally how I think. That's my world, and it's okay to be different." That really freed me. And so I'm curious. How has funnels shaped your world outside of only marketing? And what would you tell somebody? Would you tell someone it's okay to like view the world through whatever their new opportunity is, in all aspects of life? Does that make sense? Russell: I think so. It's interesting, because I know you're trying to get outside of marketing, but it's fascinating because in my vision of the world, like everything is marketing. Josh: That's what I'm saying though. That's what I'm saying. Russell: When I meant my wife- Josh: How has that affected relationships? When you are dealing with a problem in your family, do like go like, "What's the funnel for this?" Does that make sense? Russell: How do we craft the story, the pitch, the thing. But it's true, because I think about when I met my wife. When I met her, there were multiple people who... She was the prospect and multiple people all competing for her attention. It was like, "Okay. I've got to create a better offer. I'm not the best looking guy, so I got to... What are the tools I have to increase the value of what I have to be more attractive to her?" And things like that. With my kids right now, it's tough because my kids have got so many distractions and there's things that are way cooler than dad. I'm always trying to think through that lens of, "Okay." Josh: Wait, there's people cooler and Russell Brunson? What? Russell: You could never be a prophet in your hometown, they say. You're never cool to your own kids. But it's tough though, because I'm competing against all of... For my kids, the rappers that are in their ears, and they're listening to all these people who... That part of the world. And they got their friends and they got these... There's so many things we're competing against. It's like, "Okay. Well, how do I take them on this journey to be able to help?" And you talked about universe building, which is true. In fact, I'm working on a project with Dan Kennedy right now, and it's all about that concept of universe building, and things like that. And you look at the big companies that have done it successfully, that's what they did. Walt Disney built this universe. In fact, I've listened to the interviewed me and Dan did on Funnel Hacking Live, and he talked about Walt Disney and Hefner were basically the same business. He's like, "One had bunnies and one had had rabbits or whatever. Or one had mice, one had bunnies." But it's the same business, right? They both had a universe that people came into. And I think about that. We're doing the same thing. You create a universe for your customers. That's a lot of what the Expert Secrets and everything is about, creating this customer universe. But it's true in your office with your team, it's true with your family, it's true with your relationships. You're kind of trying to craft this environment that makes people first off want to be there and to be part of it, and then to persuade people to hopefully get the things you're looking for. All of us are in a persuasion business, even we don't want to admit it. And people are like, "I don't persuade people. I don't manipulate people." But you are. What do you want to eat for dinner tonight? You got to persuade the other person. What movie do you want to go to? Are we going to go out tonight, or are we going to sit home on the couch? You're always in this thing of persuasion. And if you look at any kind of sales environment, is the number one. The biggest, one of the most important things when you're trying to sell somebody something, is the, the environment. The universe that you put them in. It's the reason why if I do a pitch on a virtual event, where somebody is at their own home, in their own environment, and I'm giving them a glimpse in my environment. I can convert and I can sell people. But I do the exact same presentation at Funnel Hacking Live in a room where I control the environment, they're in my universe. My sales were 5-6X, even though it's the exact same presentation, exact same everything because I'm controlling the environment. And so my home, same thing. How do I control this environment, my home? And how do I structure things? And how do we set the same things? You think about in the ClickFunnels ecosystem, we've got these awards. We got the Two Comma Club awards, Two Comma Club X. We have things like that. How do we create these things for people to strive towards inside of our families? Colette and I did that a couple years ago. We were trying to figure out what's our family goals. Do we have a goal? What does that look like? What's something that we can collectively all work towards together? And in the Mormon church, one of the biggest goals is you want to get married in the temple. But to get married in the temple, you have to be living worthily. There's all these things to do. And so as a family, we set a goal. How do you explain it? If my kids get married in the temple, their younger siblings won't be able to go, because they're not old enough to be able to go into the temple to actually witness the marriage. The goal we set as a family, we set a goal of when Nora... Because Nora is the youngest. When Nora gets married, the goal is we'd love her to get married in the temple, and we want all of our family to be there. Which means all of our family has lived in a way where we're worthy to be there together as the family. That became our family goal, and it's this thing we're all shooting towards. And it's fun, because now when I'm having family conversations with my kids, it's like, "Hey, you shouldn't be doing that." It's like, "Hey, these are things that are keeping us away from our family goal." We want to do this thing in 10 years from now, 15 years ago, Nora... But the way you're living, you're not going to be able to do that. And it's less of me trying to tell them what to do, as much as this is the goal we collectively set as a family. This is what we're trying to get to. Same thing in Marketing, we're trying to get the Two Comma Club award, cool. You can go listen to forty other gurus if you want, but this is the path. This is the process. We can get you there, but if you're distracted... It's just kind of a similar thing where, you set the things inside the universe, the goals, the steps. And hopefully, everyone... Not that they will or that they want to. Maybe my kids decide they hate the universe and they want to break out of it, and that can happen, too. People don’t think funnels are cool, because they don't like me. I talk too fast or I'm annoying or whatever, and they enter different a different universe, but that's okay. Josh: Yeah. And I think entering a different universe, I think maybe what I'm trying to get at is I grew up, once again, super small town. Super small world, and I just figured there was a way the world worked. Singular. That's how it worked. And as I've grown up, I was striving to figure that out. I'm like, "What's the way the world works?" And I get out there and I'm like, "Oh, my gosh. There's five million different ways the world works." And depending upon whose world old that you're in. And so I was watching the football game last night. We had it on. It was the Steelers and the Vikings. I don't know. By the way, I know you don't watch football, but I'm going to make a prediction on here for all my football fans out there. Patriots are going to the Super Bowl versus Tom Brady. It's going to be Tom Brady and the Bucks versus Bill Belichick and the Patriots in the Super Bowl. Anyway, we're watching it last night and they have this documentary that's coming out. Do you know who John Madden is? Russell: Yeah. Just from the video game. Josh: Yeah. They have this whole thing on Madden and his whole life. And it's coming out, this documentary, and they do little clips, and there's all these different little people talking about it. And they're like, "This dude, you couldn't be around him and not love football. Because he just exuded football in every aspect of his life. At the dinner table, around his family, around his friends, at the... Football, football, football, football." And it got me thinking, because I'm preparing for this interview last night. And I'm like, "That guy's whole life was football. That's how it came about. He couldn't imagine a reality where football didn't exist. "Yet there's somebody else out. There's millions, billions of people out in this world who they never heard of or think about or want anything to do with football." And so here's a guy where his whole life revolves around football. All of his analogies, all of his stories, all of his strategies, everything was football all. And then I was like, "Oh, I wonder if that's what it's like living with Russell." Everything is funnels. And it's like funnels, funnels, funnels, funnels, funnels. I feel like sometimes as entrepreneurs, I know I struggled with this for a while, and I struggled with this a lot more when I didn't know what I wanted to do with my life. When I was still trying to figure out my voice and kind of everything like that. But I'm like, "I just can't be the X guy, because that would be weird. That's not how reality works. That's not how life works. You don't just get to just focus on all of this." But I feel like it is. And I feel like you don't necessarily have to be a single thing guy, but I feel like you can. In the sense of... And that's why I'm trying to get at with you, is I feel like you've gone into this world and you've found the thing that works. And you've said, "Hey, listen, basically, in life you have to know where it is that you're going and how it is that you're going to get there." That's essentially in life, and that's kind of my core premise of everything. I'm like, "I don't care how you live in life." But I'm like, "If you don't know where you're going and how you're going to get there, your life is going to suck. You're not going to have a very fulfilled life." And so I feel like for you, you've figured out, "Okay. Wherever I want to get, this is the vehicle I'm going to use." And you've built an entire reality and universe around that. Yeah? Russell: Yeah, for sure. And it's interesting though, too, because I actually was on a call last night with Stu McLaren at their prediction college here, and he was asking my predictions for the future. And it's interesting because yes, funnels is the thing. It's my lens. And that's what people come to me. It's the lens they come through. But what I think is fascinating, and I see this with... In fact, I told Stu, I'm like, "There's an evolution. People were experts for a while and then they became influencers." And I think the next phase, it won't stick. People will still call themselves influencers, because it sounds cool and they feel the significance of that. But I think the next phase is people are going to become curators more so. Which is someone comes to me for funnels, but it's interesting because my last inner circle meeting, people pay 50 grand to be in the room. There's 100 people in this room and they're here because they want to learn funnels from Russell. We're talking about funnels and then we open for Q&A. And guess how many funnel questions came through? Zero. The questions were, "Russell, I came to you for funnels, but I trust you. I like you." And they didn't say this, but this is what happened, is they wanted to figure out how I curate. They wanted me to curate other thoughts for them. "I trust you in this, therefore what do you think about religion?" And they want me to take all my years of curation of all the ideas like, "This is what I believe." Or they're like, "How is your family successful?" And so they asked me these other questions. And I was telling Stu last night. I'm like, "Stu, you're the membership guy. People come from your memberships. But after they come in, that's what brings them into the door, but then they're coming because they want your curation of other ideas." Dan Usher. I think Dan on our team. It was fascinating, because his favorite band is Rufus or something like that. I don't really know the band that well. But he's obsessed with them and their music, and so he follows them, he loves them and everything. And he just bought his first house out here in Boise, so he needed to get art on the wall. He's like, "Well, I love Rufus. I trust them. They've curated their favorite art." He went and bought everything that Rufus ever said they like for art and put it on his wall. He's like, "Cool. Because I trust them, therefore I want this." And then he bought the furniture that they have in their house, because he trusts their opinion on this and other things. And so I think it's with Madden, I'm sure the football is what brings people in. And they come in there, they sit at the table for that. But then if they like him and they connect with him, then they want to know, "What else do you know?” I want to go down these other rabbit holes with you, because I trust you and I trust your opinion. I trust because you've already kind of done that." I think for me, that's probably more so, is they come in from one thing, but then if they connect with you then they want to dive deep on all the other pieces, the things that you find fascinating. Josh: Yeah. It's almost like they need the in to step into your universe, and then you get to build the rest of the universe out for them simply because you've built trust in that one area. Russell: Yeah. And what's fascinating. If you rewind back in my history 15 years ago, it was tough because when I was trying to create my universe, I didn't know that's what it was called. But it was funny. If you look at the landscape in our industry back then, it was interesting. Jeff Walker was the launch guy, Frank Kern was the mass control guy, Filsaime was the butterfly marketing person. Everyone had a thing where they were the best. Brad Fallon was SEO, and then you had Perry Marshall was PPC, and everyone had their thing. And I came in, I was good at all of this. I'm like, "I'm the guy who do everything." And I'd go to events like, "Cool, what do you do?" I'm like, "What do you need? I'm good at copywriting, and I can do all the things." And people are like, "Oh, okay." But then they'd go and they'd sign up for Jeff for launch. And I'm like, "I can do launch. I've done tons of launches." Or they'd go to whoever for copywriting, John Carlton for copywriting. I'm like, "God, I've done all these things." But there wasn't a thing. It wasn't until I specialize in. "Okay. Funnels is the thing." And it was a narrow focus where people could attach a thing in their head like, "Oh, Russell is the guy who does funnels." And they do that. But they come into the... That's the doorway that brings them into my world. But inside the funnel world, what is there? You can launch a funnel. There's copywriting, there's traffic driving, there's all these other things. But I had to bring them in through a channel they could connect with, they could label me with. You know what I mean? But after they're in my universe, there's all sorts of stuff I can do with him. Josh: I feel like that right there was the core of what I was trying to get after. I think a lot of people struggle with or are afraid to claim their thing, because they're like, "I can't just claim it." Funnels. Russell could claim funnels because that was a thing, but was it a thing before Russell? Was there a funnel... You are the one that came in and nobody came to you and was like, "Russell, you're the funnel guy. Go." You were the one that had to decide that. You were the one that had to come in and be like… Russell: And it's fascinating, because I was the only one back then talking about it. There was a bunch of people. In fact, I remember Todd and I started building ClickFunnels. And I remember about that time it was T&C, so it was the T&C before we launched ClickFunnels. And we got T&C, we were sitting in the audience, and Todd and I are mapping things out, and we're talking back and forth. And the entire T&C, that event was about funnels. And so Ryan was on stage, Perry was on stage talking about funnels they developed. "This is the funnel framework for all funnels." They sold the $18,000 funnel coaching program and half the room signed up, and all this stuff. And I was like, "Oh, my gosh. That's what we're trying to go, but they just took it from us." And then it was crazy. After that T&C, then everyone was talking about funnels. And it was funny, because the next week everyone became a funnel consultant. All of a sudden, 2,000 little funnel consultants were running around the internet talking about funnels. And I remember Mike Filsaime had done something showing behind the scenes of one of his funnels, and I remember somebody else got mad. I'm like, "We're the funnel person. You shouldn't be talking about this us." And I remember Mike and him were fighting back and forth. I was kind of watching this and I was like, "We have this software coming out called ClickFunnels. And I have this book I'm writing that's almost done called Dotcom Secrets, which is all about funnels." And so I was stepping in this thing where there was a whole bunch of noise around this topic, and I could have been like, "Who am I? I'm not qualified." Whatever. But instead I was like, "You know what? This is what I'm obsessed with. And I'm just going to do my thing, and I don't care about everybody else." And so I just did my thing and came out there, and there were people who... I can't tell the actual stories, but there were people who were upset. "You shouldn't be talking about this, Russel. This is so and so's thing." And then at TNC the next year, there was some weird comments from stage made about stuff. Because in fact, somebody said from stage, "Because of what we talked about last year at T&C, Russell created ClickFunnels because of us." And they gave them credit for this thing. And it was just this craziness. But man, we were the only ones who took it and that were consistent, consistent, consistent, consistent. I'm seven, almost eight years into the consistency, which is how you define the path. That's how you get the... You look at Jeff Walker, who's been talking about product launches for 20 years. Therefore, he's the product launch guy. People try to come dethrone him, but he's been consistently talking about the same thing for so long that you can't. And so the biggest thing is picking the platform, and then you just triple down on it and you keep doing it, and doing it, and doing it. And eventually, you will rise the Victor. But most people don't have the longterm, the patients to keep just drilling in for long enough to make it stick. Josh: Yeah. And I think that a lot of times, at least in my experience, and it could be different for other people. But a lot of times, it's because you're just not confident enough in it. The only thing that's going to be the difference of whether or not it's going to stick or not, is whether or not you're confident enough to follow through. That's not necessarily true for every single product universally. Sometimes the market doesn't fit, and sometimes there really is... If you tried to launch a competitor to iPhone right now, you're probably not going to make it. But generally speaking, especially in our world with funnels and experts and a lot of online influencer marketing and things of that nature. It's basically whoever sticks at it the longest and then creates the clearest, simplest stories, the clearest, simplest frameworks, and the easiest way for people to be able to get results with it, are the ones that are actually going to make it and follow through. Russell: Yeah. That’s the game, and it’s so much fun. Josh: All right. Well, I'm ready to move onto topic number two here. We're about at time. Russell: All right. Josh: You ready to rock and roll? Russell: We'll wrap it up. Thank you guys for listening. If you enjoyed this, let us know. Otherwise, we'll never do this again, so if you loved it, tag me and Josh on Facebook, Instagram, wherever you guys do stuff. If you tweet, I probably won't see it there, but tweet it up and let us know, and we'll come back and do some more of this stuff. Learn more about your ad choices. 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In the latest episode of the Marketing Secrets podcast, Russell Brunson delves into the concept of curation and its growing importance for influencers and entrepreneurs. He begins by discussing his own struggle with remembering the word "curate" and how he's been contemplating this topic for several months.  Russell explains that the future of business, particularly for influencers and experts, lies in mastering the art of curation. He describes his journey over the past 20 years, noting that his primary role has been to curate ideas. By reading countless books, attending courses, and experimenting with various concepts, Russell has been able to sift through vast amounts of information and distill it into practical frameworks that he shares with his audience through his books like Dotcom Secrets, Expert Secrets, and Traffic Secrets. Russell emphasizes that his books are not just collections of his original thoughts but rather curated insights from a wide array of sources that he has tested and refined. This process of curation involves sifting through information, retaining the most valuable elements, and presenting them in a way that is accessible and actionable for his audience. He shares an anecdote about a conversation with a fellow church member who inquired about his framework development process. Russell likens it to sifting sand, where the non-essential elements fall away, leaving behind the core principles that form the foundation of his frameworks. This method, he suggests, is applicable to everyone in their respective fields. To illustrate the power of curation, Russell recounts a story about Dan Usher, a member of his team. Dan is a fan of the band Rufus and trusts their curated recommendations for art and decor. When Dan moved to a new house, he relied on the band's curation to furnish his home, demonstrating how trust in a curator can extend beyond their primary expertise. Russell notes that as influencers, people come to them for their core expertise but often end up seeking advice on various aspects of life, from family and health to personal routines. This broader interest underscores the potential for influencers to curate content across multiple domains. One of Russell's major current projects is building a 20,000 square foot library next to the ClickFunnels HQ. This library will house an extensive collection of books and materials that he has curated, particularly in the fields of personal development and business. He has invested significantly in acquiring rare and valuable works by influential figures like Napoleon Hill and Dale Carnegie. The library will serve as a resource for deep learning and will include both physical copies and curated frameworks derived from these materials. Russell explains his vision of creating a comprehensive resource where visitors can explore various sections dedicated to his passions, such as religion, personal development, business, and advertising. Each section will feature rare first editions and curated materials, allowing visitors to dive deep into the subjects that Russell has meticulously curated. He emphasizes the importance of simplifying complex ideas through curation, making them more accessible and actionable for the audience. This approach not only enhances the value provided to the audience but also establishes the curator as a trusted source across multiple areas of interest. In conclusion, Russell encourages listeners to embrace their roles as curators. By curating and simplifying information, they can provide immense value to their audiences, who trust them not only for their primary expertise but for broader life guidance as well. This, he believes, is the future for influencers, experts, and entrepreneurs. Learn more about your ad choices. Visit megaphone.fm/adchoices

In this final segment, you get to hear Russell answer some questions from the attendees of the ROR Symposium. If you have enjoyed these episodes about the importance of relationships, please check out RORUniversity.com to learn more! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- Russell Brunson: Hey everybody. This is Russell. Welcome back to Marketing Secrets podcast. All right. What did you guys think? Did you like the keynote presentation so far? I hope you did. Hopefully it gave you some ideas about how we grow a business using relationships and joint ventures and the Dream 100, and give you guys some realistic expectations on how the game is played. Hope you guys enjoyed it so far. Now at the end of the symposium, they opened up to Q&A, which was really fun. And so I had a chance to do some Q&A, answer some questions, and we kind of jumped all over the board. So this episode will be fun. You'll get a couple different perspectives on some questions. My guess is that one of the questions you're going to hear is a question that you're probably wondering or something maybe you should have asked and didn't even think about it. So I hope this gives you a some value and you get some benefit from it. Once again, I want to thank Christopher Voss for allowed me to use my presentation from his ROR symposium for the podcast episode. If you want to follow Christopher and learn more about what he's doing and how to build better relationships in your business, get more traffic, build more referrals and things like that, make sure you go to roruniversity.com and get on his list. All right, that said, I'm going to open up the third and final episode from our ROR symposium. We had a chance to do some Q&A with me, and I hope you guys enjoy it. Thanks so much. Don: One of my capacities today, just in this hour, is to be bouncer. So y'all get on the velvet rope, I've got my clipboard. I will let you go first, McCall, because I can see you on my screen. McCall, we've got 10 or 15 minutes, so just do me a favor, people: ask Russell your question with a certain amount of concise nature, and then he can answer it, because we have one last thing we need to do before Russell goes, and then we can wrap up the symposium. So McCall, go ahead. Unmute yourself and ask your question. McCall: Hi! Okay. I want to know who's on your list next. Don: Ooh. McCall: You got to have a list of people who you are always trying to connect with. I know you've gone to Tony Robbins. I mean, I know there are, but who are the people who you are actively trying to connect with now? Are you going to share it with us? Is it a secret? Is it supposed to be a secret? Am I missing something here? Russell: That's a good question. Maybe I'll put out the word, and guys can go find these people for me. McCall: Yes! Russell: It's interesting, and partially it's kind of where my life, like number one... Okay. So partially it's because I started getting obsessed with UFC during COVID, so I enjoyed watching more UFC fights... So this will make sense in a second. Also, I'm working on my success and personal development books right now, so it kind of opens up the reason why also. But the two people that I really am looking forward to eventually is Dana White and Joe Rogan. Those two guys are super fascinating to me. I don't agree with- McCall: Joe Rogan and, who was the first one? Russell: Dana White, who's the owner of UFC. Both of them, I don't agree with our belief system, like half, but they fascinate me on the other half and I have the ability to... Hopefully, all of us can learn is you can disagree with somebody on a lot of things and still have respect from them and still learn from them, so. But those are the two I'm really fascinated by and I have so many things... I'm not a very good interviewer, but man, if I sit down for an hour or two them, I would have so many things I want to ask them and like, ah, those guys fascinate me, so. McCall: Do you just do it in a Kevin Bacon way? Where you're like, okay, the six degrees of Kevin Bacon away from Joe Rogan and Dana White, and you just like start to eliminate? Russell: Definitely. There's that, but there's also like, is there a way I can incorporate Joe? How can I serve Joe Rogan? Right? He's the biggest podcast, my podcast doesn't help him, but I'll put him on stage potentially. Or there's something we could do, or... What's the next thing? If he's going to be doing his comedy shows, maybe I could find out like, "Hey, I can help fill a show in a city. We can do a funnel." Something like that where I can use my unique abilities to help magnify something they're doing. Or Dana White, I don't know how I'd serve him yet, but that would be kind of the thing. And then yes, it's looking at degrees of separation. I do know that Grand Cardone had Dana White on stage, I know there's that; I know Alex Sharpton is moving next door to Joe Rogan. So there's all kind of things. But I'm not like, "Hey Sharpton, can you call Joe Rogan for me? What's his address?" I'm not doing that, because I don't want to be the creepy guy. But I'm like, okay, I do know there's connection points, and who and how and all this kind of things. And then I'm also trying to pay attention to him. So like when I do have a chance to meet them the very first time, I can have an intelligent conversation. I can tell when people are prepared to meet me, because they... Like today, I had a guy that I'm potentially interviewing for a big position. And it was in the conversation, I could just... like, little things. He asked something about wrestling. I was like, "Oh, how do you like wrestling?" And he's like, "Your kid's wrestle?" I was like, I literally Instagramed a picture of Aiden on a wrestling mat last night. He did his homework, so we had this thing, and that's when I was like, "Oh, he is cool because he's paying attention." And all of a sudden I was like, "Ah, he got me. I trust this guy now because he had that commonality." And so, I'm trying to pay enough attention to them, what they're doing, where I could have a... Not that I have to agree with him, but I can like have a conversation. Like, "Hey, I don't agree with this. What do you think?" Sometimes agreeing with people don't create the connection points. The disagreement, you can have a discussion. That gets more fascinating and you get closer to someone through that than you ever could like, "Oh, you're so cool." People don't want to feel like they're being worshiped, they want to feel like an equal. So it's like, you get a mentally stimulating conversation with somebody that you disagree with, sometimes that's the best connection. I don't have the same opinion of that person, but that was the fascinating view to look at it through. And so, just gotta do my homework there. And yeah, stuff like that. McCall: That's cool. Thanks man! Russell: No worries. Don: Awesome. Okay, next... That's how rumors get started. Did you guys know that Russell's getting into UFC? He's going to be the ultimate fighter champion. Russell: I’m ready for it, let's go. Don: Let's go! All right, Daniel, you're next. Go ahead. Russell: I think if I was to have just retired from wrestling right now in my life, I 100% would be going towards UFC. Now that I'm an old man, I can't. And I didn't understand fighting back when I did get done competing, but if I was graduating from competition right now, I had 100% be in the UFC, or trying to be in the UFC, for sure. Don: And I had no idea that you were such a pop culture reference person. I've seen you do it stage a few time, but you did it in this small group, and I'm like, "Thank God. Russell and I have this in common." Because my immediate thought when you talked about it was, you can be like the guy from friends when John Favreau tries to be the ultimate fighting champion. He's passed his prime there and he has to give up the dream. But anyway. Daniel, go ahead with your question. Daniel: All right. First up, thank you so much, Russell. It's such an honor to be here in the same room as you. It's because of you, my mindset has switched from the mindset of just wanting to earn more money to serving people. I'm a big fan of you and your podcast, and especially Marketing In Your Car. That totally rocks. And my question… Russell: By the way, did you notice that? Now I know, first off, he's paid attention, but it wasn't just like, "Oh, I bought your book." He's like, Marketing In Your Car, which is my old podcast, he paid attention to. Yeah, so checked out connection point, now I'm like this guy's a real fan. I actually trust him even more. So, very good for you. That was awesome. Daniel: I love for you, Russell. I love you so much. So your latest podcast where you mentioned about the reasons for entry versus the reasons to stay, from Dan Kennedy. So I believe that we can also use that same framework for our Dream 100 too. If yes, could you expound a little bit more on that for me, please? Russell: Yeah. For sure. Those who don't know the reference yet, I did a podcast about this fax right here. Hold on. Oh, it’s not this one, dang it. Anyway, Dan only sends things through fax. So, there's fax that we got, which was like the fax he sent to the guy who bought it before me about how the other company destroyed his brand and his name, and there's a whole bunch of these little nuggets. So I shared one nugget, which was the difference between why people come into your business and why they stay in your business. They're different, right? For example, in our Mastermind, people come, it's like, "I want to be in my Russell's Mastermind!" And they get there and they're like, "Russell's not that cool, but all the people here are amazing!" And they stick because of the community of people, right? So it's like, I'm the hook to get him in, but this is what you're actually paying for is this amazing community. Right? And Dan was talking about, because for them, it's like, people come in because they want the money making secret of whatever, but they stay for the community and the newsletter, and Dan and his thoughts. It's understanding that they come and they stick for different reasons. And so Dream 100's very similar. I think a good practical example is like when we launched ClickFunnels, I was trying to find people that we could build funnels for free. Right? So I called a bunch of like bigger name people. Tony was one, Dave Asprey, a bunch of people who I woke up to. And I was like, "Hey, can I build you a funnel for your new book launch or for your thing?" It's like, they came because I wanted to serve them, do a thing like that. But then, that's how I got to know him. Right? I had a chance to go to Bulletproof Cafe and film Dave Asprey and get to know him, and become personal with him and like build a relationship. And so the hook was what got him to say yes to the meeting and to me spending half a day with him. Right? But then after that, the relationship stuck because of the other things. Does that make sense? So it's kind of the same thing. How do I surge enough hook to get them in so you have time to build relationships. That's the hardest thing. Right now it's hard because my time's so busy. How am I going to have time to… I can’t please everybody? So it's like, what's the hook? Like, what's something I can bring this value to you. It's like, "Okay, I got 30 minutes. Let's figure this out." And then during that window, if you build a relationship now, they stick for that. And I think that's a lot of times the way you open the door is through how can I serve you? For me, it's like, I don't have many talents, but funnels is one of them. So I built funnels for a lot of people. And nowadays, those other people aren't get ahold. Well, I don't necessarily build a funnel, but I'm like, "Hey, we want to migrate you over. I got a few amazing people to help you do your thing and build it out." And that way, again, we're serving them, getting it like, "Hey, now your things on ClickFunnel's platform." And then now, relationship is built. So I think that's probably how I look at it from an affiliate standpoint. Daniel: So yeah, just like going all out to serve them and just having that house service, and from there on, you build a reciprocity, and that's how you continue on the relationship. Thank you so much, Russell. Really appreciate you. Russell: No worries. Here’s an example, when Dave was out with somebody, we were at this thing and we'd asked this guy... We knew who it was. He's a friend but not best buddies. And we had ClickFunnels. It was when ClickFunnels first came out. We asked him three or four times, like, "Hey, you want to help us..." And he was just like, "No, no." And then Dave found out that he lives in Australia, he was flying back to Australia, and he wanted this surfboard. So Dave went and bought the surfboard, and then tried to give it to him that will miss the thing. So David had to jump in a car and drive three hours to the airport to get it to him and all this stuff. And then he flew back to Australia, he called me, he's like, "Man, Dave literally bought the thing I was looking for, drove it to me, got it for me in time. Now I have it here." He's like, "I have to roll ClickFunnels now." So Dave was the hook, and I was like, "Oh, you guys serve a level that nobody else does." Like, yes. Okay. Now I'll do the thing. And back, one of our early promoters, way back in the day. So anyway, just, it's always looking for that, like how do you help the people out first? Daniel: Amazing. Amazing. Thank you so much, Russell. Appreciate it. Russell: No worries. Thank you. Daniel: God bless. Don: Great question, Daniel. Thanks for being a real life example of what we're supposed to be doing, man. Russell was able to point out three things you did right, right there. That was amazing. All right, Jim, you're next buddy. Mr. Show, go ahead and unmute yourself and ask Russell your question. And try not to get in trouble. Jim: Don't get trouble. That's harsh. Russell: I'm like, "Cut the mic, cut the mic." Jim: Yeah. Russell: "Get him off, get him off." Don: I'm just kidding. Jim and I have had a really great relationship. He's been helping out, and he's going to help me out with something a little bit. Russell: Very good. Jim: Yes. So I focus on live streaming because I'm addicted to it. I think that Twitch is the future and I'm just trying to bring it here a little faster. And to entrepreneurs in particular, and I love the relationships that come from it. I had a game show called Exes Knows game show that formed amazing relationships. But it was very tight-knit, small family kind of a thing. So like, I want to give that to the audience too, and I wanted to know with like you have the Marketing Secrets show, and when you did that YouTube video, like I got giddy. You were like, "You need a show." I was like, "Yeah." But I just want to know if you had any recommendations for how to make it, that personal feel of being on the show, how can I give that to the audience? Russell: Mm. So I know what Twitch is because my kids watch video games on it and stuff. So can you explain so I understand like, are you in Twitch shows like more like, business type stuff? Or how are you… Jim: Yeah. If you go under Just Chatting for Twitch, they have actual shows. And shows like talk shows, interviews, game shows like what I ended up doing. They have round tables and all sorts of things that are not game centric, and the audiences are just loving it. They're adoring it. And they have things like Patreon to where you can take that step closer. They had exclusive content and things. So I was thinking of doing something more like that, but I'm not a big fan of Patreon. I just want to give that to them anyway. Russell: Yeah. It's funny. Again, this is mostly because I don't understand how the whole platform works. We talked about like, "We should do a Twitch show where people are just building funnels all day long, and my kids watch video games, and like..." We talked about it a couple times, so it's interesting. Again, I haven't done it on the platform, so I don't know exactly how it worked, but I think conceptually, the way you build communities is a couple things, right? Number one is like, people have to feel like they're a part of something. So it's not just like a bunch of randos coming to an event. It's like for Funnel Hacking Live, it’s a bunch of funnel hackers come to an event. Like, they're coming, and it's not like they're showing up just randomly. It's like, this is my people. I'm part of this. It's a tribe, it's a community. They're part of it, right? Just like family reunion, you go back and it's like, all my family comes together because we're family. And you can talk forever because it's a family mixed with family. And so we always try to create that, but it comes with people identifying with the thing you're doing, right? Expert Seekers talks a lot about this, but it's like those kind things. How do you get people to self-identify so they feel like they're part of the thing as opposed, I'm going to watch a show. Like I'm part of this, right? When we do ClickFunnel specifically, I was like, if people think it's Russell's company, they're not going to... It might be successful, but it'll stop. I was like, I want people to feel like ClickFunnels is our software. This is our company together. Right? And so you look at my languaging that I talk through things. I'm never like, "My company ClickFunnels." I'm like, "Yeah, it's a community." I'm like, "This is ClickFunnels, we have this community." And I'm trying to make it our company, not my company. Because no one cares if my company succeeds or not, but they care if our company, if our movement, if our culture, if our thing is different. Right? And so it's like, how do we make it we instead of just you? And I think that's one reason we've had so much success inside of our industries, I look at everybody else and everybody else doesn't do that. Everyone else is like, them and about them and about the thing. And it's like, we try to be us and try to make people feel tighter. And then you don't have to necessarily monetize on Patreon or whatever. It could be just swag. Like for example, we had Derral Eves came and spoke at our last Inner Circle meeting and he... Jim: I love Derral Eves. Russell: I don't know if you guys know the Chosen, but they've done $29 million in t-shirt sales on the back of the Chosen. So the content's completely free. Everything's free out there. But because the community and people want it, just in t-shirt sales. Right? And they've done a lot more in other stuff. But if you think about that, it's like, all the content's completely free, but it's the community. And so it's looking at that like how it's going to monetize it. Maybe it's not a paid thing or Patreon or whatever, but what do you have? Is it swag? For me, it's software. My whole goal is to get people into software eventually. Dan Kennedy was all about newsletters, physical newsletters is their thing that they monetize. And so it's just looking at like what monetization vehicle is exciting for you, and then making that the thing that, that you plug people into. It could be anything. It could be, again, software supplements. It could be all of us drink the same drink, supplement drink. Whatever the thing is. But there's this commonality thing that ties everybody together where they have this unique experience. In fact, prove it's a network marketing company I've done a lot of work with in the past. But everyone's drinking Ketones. Literally, the drink that they're drinking is what ties this community together, and they all have Ketone shirts and all these things, but that's the glue that ties all the people together, where they're all doing the same things. For me, it's software; other people, it's supplements; some people, it's new... whatever the thing is that glues the tribe together. Jim: Awesome. Thank you so much. I really appreciate the time. Russell: Sunday, if I remember on Twitch, doing the funnel hacker, funnel building show. I'll have to consult with you. Jim: Check out Just Chatting, man. It's really, really fun. Russell: Yeah. Very cool. Don: Awesome. Thank you so much, Jim. That's a great question. Russell, we have three more hands raised, and I've kind of cut it off and said that we're not going to have any more time. So if we could just take the last few questions, and then we'll wrap things up. Tammy, you're next. Could you please unmute and ask your question? Tammy: Hey Russell. I am so excited to have the opportunity. Thank you very much. And you mentioned something that was kind of a segue as to what I wanted to ask you, had I ever got the opportunity to ask you. And here it is! Tell me a little bit about the Funnel Hacker t-shirt. And the reason I asked is because this is what I do. I help clients make connections with their clients and customers, and love on them and kind of work their way through building these amazing relationships. And I use the Funnel Hacker t-shirt as an example all of the time. It's crazy. I don't even know if you know. Do you know you can't even go on eBay and buy a Funnel Hackers t-shirt. Like, occasionally you could find one, but most generally- Russell: A nasty one somebody had… Tammy: ... you just can't, man. I mean, you just can't find it. And so, it is a coveted item that defines your community. It gives them a jumping off point, not because it has your logo on it. I don't even think that's the brilliant part of this. The reason is because you have, either intentionally or not intentionally, you have connected with the end product of what you're delivering, and people self-identify with that to the point of, they want to be what it is that you offer. And I think people miss that so much in the branding. I see that in my business and things that I do; people want to slap their logo on it. Their first thing's like, let's put a logo on it and it's not about you. Can you speak to that just a little bit? Because got to love it. Russell: 100%. So I remember going to T&C before we launched Funnel Hacking Live. And I remember they gave swag items, and it was weird things. Like, one was a tuxedo and the things... And everybody got home and had them, and I just kind of threw them away and I didn't do anything with it. I remember we were building swag, I definitely didn't do this intentionally, but then after it happened, I realized it, and then we doubled down on that. And so what we realized is that, 100% of what you said. So yes, everything you said has my mark of approval. They have to identify. If they can't say I am a blank, they're not going to connect with it. Right? So I am a funnel hacker. I am a biohacker. I am a lady boss. I am a funnel builder. You can say, "I am a..." And then the word. That's how it is. Because I put it on like, I'm a funnel hacker. This is funnel hacker. But they have to be able to say that, "I am a..." Whatever. Expert Seekers would be a horrible t-shirt. I'm an Expert Seekers. No, I am a ClickFunnels. No, this is not going to work. It's not going to create a movement. Right here, Dan. Right? "I am diehard. I'm a diehard funnel hacker." That's the amplification of it. Right? But you wear that because that's who you are. I am a... Boom. And so that's what self identifies. And wearing a tuxedo thing was weird. I can't remember the one they had. I remember specifically, because Funnel Hacking Live was like a year later or something. And I remember thinking like I want swag that people would wear. And what's crazy now is I get texts probably two or three times a week from friends who are like, "I'm in Malaysia on those little carts." And as I'm driving down the street, there's this dude. They are taking pictures. "This dude in the middle of nowhere is wearing your shirt." And like, I get texts. It's like the craziest thing. Someone the day was like, "I'm in an airport in Singapore," "I'm in Australia," "I'm in New Zea-". All these things, and they're sending these random shirts, yeah I see a bunch of you guys wearing them. And it's just the coolest thing. And it's been spread through. If you notice nowadays, not all of them, sometimes they have different reasons, but almost all of our core shirts that we give away or do things with, always the test for me is like, "Can I say I am a blank?" If we can, sweet. If not... maybe it's something that's like a cool whatever, but it's not like a movement making something that someone wears. And so yes, 100% agree. And that's why we do it. And again, I don't think I did it up front. In fact, I think it was actually Kaelin Poulin. Because we had Funnel Hacker, and she had launched her swag stuff and a bunch of them didn't work. And then the one that just said LadyBoss on it, she came back, and I remember in our Inner Circle meeting, that's what she said. She's like I realize if they can't say I am a whatever, they don't self-identify, she's like, "We may sell it, but for us to sell a lot, it's like the self-identification gives people to actually buy, wear it, all that kind of stuff." So, very cool. Tammy: Thank you. Daniel: Awesome. Great question. Okay, Larry. And then we've got the last two. So Larry, go ahead and unmute and ask your question. Larry: Thank you. Thank you, Russell. For this wonderful speech. I'm really excited, because I started my journey three years ago with your Secrets books, and I have read them dozens of times, and audiobooks also. So I very well know your concepts of Dream 100 and making movements. I just want to, to ask you, I'm starting to make movement. It's a really, really small, really small group of fearless live go-getters. We are fighting the fear of going lives and starting those lives in the business. So what's your recommendation for me? I have finally a month and a half ago started to get some traction. I joined One Comma Club. So how to make that movement. Russell: So your people are going live like on Facebook. Is that what we're talking about? Larry: Yes. Yes. Since inside of the group, we are practicing, and later they are starting using that in their business. Russell: Okay. And then what type of people are you trading? Larry: Entrepreneurs and marketers. Russell: Do they fall in a certain subcategory underneath that? Larry: Yeah. Well, yes, they are people who actually haven't done those lives at all, but can realize very fast the power of it and have to overcome that fear. I'm also introverted, just like you, and I have done 160 lives in a row just to persuade myself. And during that period, I have persuaded so many people, so eventually the moment catch up. Russell: Oh, that's awesome. Well, I'd be looking at it like, if I was you, it'd be like, what do these people identify as, right? You know, McCall did Charisma Hackers. I did Funnel Hackers. What do you people consider themselves? Are they creators? The whole creator economy is a big thing. I'm a creator, I'm a go live creator. Are they doing physical projects? Are they experts? I look at how they would identify themselves. In fact, I don't even ask them. Hey, there's a lot of different people in this group. How would you self-identify yourself? And do a little quiz or survey, and see what the words that they're using. Because I didn't come up with funnel hacker, by the way. It's interesting. I had a webinar called the Funnel Hacks webinar, and we sold a course called Funnel Hacking Secrets or something like that, or Funnel Hacks. Anyway, whatever it was. And it was someone in our forum who posted, "Good morning, funnel hackers! Blah, blah, blah, blah." And I was like, "Oh, that's so cool! They called themselves funnel hackers." And they're like, "Oh!" And then like, "We need to..." And that started the whole thing. It wasn't something I came up with. It was like, they said it, someone said it. I wish I knew who said it, because I'd like give them an award or something. But someone said it in our little Facebook group of maybe 2000 or 3000 people at the time. And I was just like, "That's the coolest..." I remember like literally calling Dylan and Todd. And I was like, "It is the coolest thing. Someone just calls themselves a funnel hacker." Like, ah! So I would maybe ask your people and like, how would you identify yourself? Like, what are you? What would you call yourself? You can tell them, "We're building a tribe here. What should we call ourselves? We need a cool name." And see what the people in the group, kind of what they come up with as well. Larry: We are fearless live goal getters, but they like that name, but maybe I should reiterate it. Russell: Yeah. So there are fierce side go-getters so like with people who build funnels, so are we go-getters? Are we livers? Are we... Something. Something. Larry: Yeah. Yeah. Thank you. Russell: So very cool. Congrats, man. That's awesome. The Two Comma Club's the hardest. By the way, for who does is that after you get past the Two Comma Club, at least for me, there's a mental block for three years to break. Then after I got it, the rest of business got really. That's like the hardest one, is that first two Comma Clubs. One Comma Club is huge. Anyway, you get it. That's awesome. Larry: Thank you. Thank you. You're fantastic. Don: Love it. Awesome. Okay. So we have Michael Vale. Michael, you're not on camera, but I'm sure you're there. Yep. Michael: Yeah, I'm here. I'm actually hiding at work, so I can't put the camera on. Don: Understand. Michael: Yeah. That's a little different question for you, Russell. I love the way that you include your family, and I got to meet your two kids and your wife at Funnel Hacking Live. You'll have. And I know you're trying to get your boy cut up to be a little bit, but how does this play into the relationship world? Kind of an odd question, but... Russell: Say it again. So how does having my- Michael: Well, I'm just one of your hacker hire, but to see that and to see you share your faith, bring, for me, validity. It makes you aesthetic as a person. And how does that build relationships out in the community? , Russell: So, I think Myron Golden said, he said, "You don't attract who you want, you attract who you are." And so initially, I would try to get whoever into my world and I would kind of hide who I was more so, and I got people who I actually didn't like very much. If you've read the intro to Dotcom Secrets, I talk about how one day I woke up and I hated all my customers because I wasn't being like... And I hate the cliche. Like, "You need to be more authentic!" I was like, all right, well, I'm going to start sharing everything in my life. And I remember I started talking about my wrestling, I started talking about my kids back then. We just had our twins. I told that story, and I started with my wife. And it was crazy because I talked about these things, people who liked me started coming into my world. And I was like, "Oh my gosh, I actually like these people that I'm serving now," because we attract who we like. And there's people who… you know, it was years before I was willing to talk about God and my beliefs there, because I was like scared, like, "Ah!" And I started doing it and it was crazy, because one of two things happening. They didn't believe in God and they're like, "I don't care. Russell's cool for this." Or that you like, "Oh, I'm offended because you talked about that," and left. And I was like, "Sweet. That's great that they're gone." You know what I mean? And it's just interesting because the more I've done it, the more the people who we attract, I like them more and it's are exciting. And so I think it's just... I don't know. And I get a question a lot like, well, "Are you scared showing your kids on Instagram? Are you scared?" And yes, it's scary. At the same time, this is the world we live in today. You know what I mean? There comes a point where you've got to trade your kids, you got to do stuff, you got to pray that things are going to be safe and then hope for the best. And you know what I mean? And so, I don't know. It's being willing to share those things that are scary. And I'm not vulnerable at the point where I'm sharing everything about my life, but I definitely introduce people so they know who I am and where I stand and my values. Because at the end of day, I want more of those people around me. And there's people who come into our world who don't have my values, but a lot of times we transition, right? They come in because I make money, make money. And then they keep coming, then we talk about this and eventually like, "Huh." You start thinking about things differently. And so it's just being willing and open to share those kind of things. And if you do it, then it'll attract the right people. So yeah, I think for everybody just be being okay with that. Don's a great example of this, right? Don, I've seen a transformation in him over the last year and I love him. I love him however he wants to be. I don't care. And I respect him. He's a great friend, so it doesn't matter to me. And it's the same thing. Right? And some people, I'm sure you've lost friends, I'm sure you've gained friends. And it's like, who cares? Are long as the people I want are going to be around me and that's amazing. And the people who are not okay with that, they're gone and that's amazing too. It makes life so much better. I think it's like, all us should be who we want to be, and I think it's awesome. Michael: Thank you, Russell. Thank you. Russell: Hey, can we actually... I see Luke over here. Can we do one more question? Because I'm curious… Don: Don't worry. Don't worry. He's here. I just very quickly, I just want to say thank you, Russell, for that, by the way. It's my turn to cry. I made it through three days without crying, which is not easy for me. Losing people in my life like you was my biggest fear. Not because of who you are, because of the stories I told myself. So thank you for letting me love unapologetically and love myself unconditionally. I appreciate it. Russell: No worries, man. Don: Hey, Luke. So what you don't know about Luke yet, maybe, Russell, is Luke is 12, just turned 13, spoke on this symposium as one of the 35 amazing speakers, and did it on his birthday. And he courageously has raised his hand to ask the Russell Brunson a question. Luke, let's go, buddy. Luke: Hey Russell, I'm a super big fan. I have Dotcom Secrets. It's completely stained and everything because I've carried it everywhere around with me. And my brother he created- Russell: My kids don't think I'm cool, so if you could let him know, that'd be awesome. Luke: My brother, he's a huge fan. He created his own landing page, promoting your book at the age of seven. And so he loves you too. My question for you is how do you get credibility at a young age in an adult world? Russell: Ooh, that's that's a great question. So, I would say first off you're doing it. Like the bigger thing is in people's minds, and I'm the same way. We ought to set our our minds, like, "I can't be successful because of blah." Right. "Because I'm too young, I'm too old, I've got..." Everyone's got an excuse of why they can't do it, but what's crazy is like, when I got started, as I started doing stuff, people were like, "Oh my gosh, you're so young. This is cool." Right? And then you seem a little bit older. I think more of it's a mental thing. The fact you are here, there's a whole bunch of speakers on here, and I kept seeing your face. And I was like, "I want to talk to that guy. I want to talk to that guy the most. Like everyone else, oh, they're all boring adults. They're like, blah. Who cares?" I want to talk to you, that's why I called you at the end. So I think it's actually like a superpower. Like, usually the things that we are afraid of or we think are going to be are limiting things, end up becoming our superpowers. Right? And I think it's just leaning into it and being okay with it. Because most of that is just in our head, thinking like, I can't do it because of blah, blah, blah, blah, blah. I can't do it. Everyone's got excuse. I'm still to this day have tons of excuses. Like, I can't do it because I talk too fast or I'm not as cool as somebody else, or blah, blah, blah. We all have these same things. I think it's just understanding that that's actually a superpower. The fact that you're young and you're having success and you're doing these things is going to attract more people to you. More people are going to want to have you speaking at their events. And no lens. I don't know if you know Noah yet, but he was, I think, I think he was 11 or 12 when he somehow figured out my Voxer ID, hacked into my Voxer ID, and started messaging me. Anyway, I was just like, there's this young kid messaging me and... and I don't know. I wasn't scared. So if I started, do I respond back or not? Because it's a weird conversation and then I just showed you the message. It was so funny because he's like, "Hey Russell, I found an error on your funnel. Here's the fix, send it to your tech guy," and sent it to me. I was like, "What?" An 11 year old kid like found an error on my thing and then sent it to me. Right? And then the next day he's like, "Hey Russell, you talked about this thing. So I built an entire funnel that you could use to give your audience just as a gift. Here's the share funnel link if you want to use it. If not, that's totally cool as well." And then something else, he's like, "Hey, I took your sales page. I think I got a better hook so I rebuilt it. Feel free to A-B split test." And he kept sending me these things and eventually like, "Who are you?" And we started talking, and he's a young kid, same kind of thing. And then his story was so cool. I introduced a bunch of people and he introduced himself, and he spoke at one of our events and just all these doors got open because he was young. Right? If would've been a 35 year old dude, I just would have blocked everything because he was young, I was curious and it opened up all these things. And so I would just lean into it and realize that what you have as youth is a superpower. It's not a negative thing at all, and people are going to see you and just be blown away by what you're doing, and just keep doing it. And anyway, so hope that helps. Luke: Yeah, I really appreciate it. Thank you so much, Russell. Russell: No worries. Thank you. Don: So Luke, I don't know if you know, but Russell has this really awesome event. I know personally that he said a number of times that behind Funnel Hacking Live. It's his favorite, if not a dead heat for his favorite, it's called unlock the secrets. And it's a family driven event and we were able to go to the one that happened in I think Denver in 2019, but is there a rumor that you're going to do another one, Russell? Russell: We do have one coming up. So Luke, if you want a message my team we'll invite you and your family. You guys can come to it. It's awesome. It's going to be in Arizona. Where are you from? Luke: I'm in Canada. Russell: In Canada. Okay. Well, if you can break out of Canada, it's in Arizona, I think in June of this year. So message Chris or someone. He can connect you with that with my assistant, and we'll give you your family tickets if you guys want to come to it. Yeah. It's a family event. Luke: I would love that. Russell: Last time we did it, I think we had 300 or 400 like teenagers there and it was like the coolest experience ever. This year's going to be even cooler, so. Don: Russell, do you have time for me to tell one quick anecdote before we do something for Chris? Russell: Yeah. Don: The anecdote is about Unlock the Secrets, and number one, I'm a huge for family person, so I love the fact that during that event, you light up in a different way. And taking pictures of you, you make different faces, you act a little differently just because you're nurturing what you love about life in children, and it's so fun to watch. Two things. I watched a person, a young man, sitting at the corner of one of the edge of the roads, and he was furiously typing and doing stuff. And I kind of looked at his mom and she goes, yeah, and she kind of did this thing. And I was like, what? And she goes, "He's building another funnel." And I'm like, "Oh, another funnel?" And I was like... And I have a picture. He turned it around and he had his ClickFunnels page open and he scrolled it for me. He had dozens and dozens and dozens of that. This like 11 year old had designed himself. And then Noah, my interaction with him was when I was photographing him on stage, you allowed people to ask some questions at the panel. And they said, "Hey, I'm just curious. What do you charge to build a funnel?" You remember this? Russell: This is the best ever! Don: You want to tell everybody? Russell: Yeah. He's like, "Actually, I don't charge people for funnels anymore. I only trade for equity." Don: Uh-huh (affirmative). He's like, "I don't charge hourly. I only do it for equity." And I was literally like, "This kid is my idol now." He's not even in high school, and he doesn't do it for hourly wage. He only does it for equity. So, Luke, if I have the honor and pleasure of seeing you at Unlock the Secrets, I can't wait to see your funnel, and you can tell me that you want equity in my company to help me with something. Luke: I'm super excited. Don: Appreciate you, Luke. Russell: I love my… My kids actually told me this morning, I was driving to school. And Ellie's like, "Dad, you're the least mature adult that we know." Or something like that. And I'm like, "Thank you. That's amazing." Don: It's the Peter Pan quote, right? We have to get older, but we never have to grow up. That's all there is to it. Russell: Yes, exactly. Don: Hey Christopher, as we wrap up, I'm sure you're going to have words for Russell. I'm going to have a few myself, but I need to find you in my list. There you are. Russell: He passed out, he’s tired. Let's give him a break. Don: He is. He's probably sleeping. Hey buddy, how you doing? Christopher: Doing good. Don: Blown away. Blown away. Christopher, do me a favor. I'm sure Russell has very busy and important things to do. He's graced us with 90 minutes of his time. Now that we were able to surprise you with this, thank Russell for his time and thank you. What do you have to say to Russell before he goes and we wrap things up? Christopher: Thank you. Thanks for being here, and this is a dream come true. This is not the last symposium for Return on Relationship. I call this a movement, not just an event. And it just means the world to me, Russell, to have your support, and to have everyone's support. Everyone that came out to speak, and all of you that came out to attend. I want people to think differently about how they build relationships. I think this is something that's a need and I can't wait for all of you to go away from here and take everything that you've learned and apply it and change your lives. And Russell, you mentioned it when you told the story about Dave, what great news that we got about Dave. He's an incredible individual. I look up to him about as much as I look up to you, and I already thank you publicly, but yeah, relationships saved my life. I'm here putting on this symposium because I met you, and I never would've met Wallace Nelson if it wasn't for meeting you, and relationships to the foundation, for everything in your life; and just thank you, Russell, for being here and supporting me in my first symposium. It means the world to me. Thank you. And all of you, thank you. Russell: No worries, man. I'm proud of you for doing it. It takes a lot to put something like this together and to have the vision and everything. So, proud of you man, for doing it. And it's just the beginning, not the end. This is the beginning of, I think, your business, your movement and everything. So, proud of you and love you, man. Christopher: Love you too. Thank you. Don: Everybody wave at Russell. Thank Russell. Russell, thank you, man, for being here. We appreciate you so much. We'll see you again soon. Russell: Thanks everyone! Christopher: Thanks Russell! Learn more about your ad choices. Visit megaphone.fm/adchoices

In part 2 of this special 3 part series, you get to hear more of Russell’s presentation at the ROR (Return on Relationships) Symposium! In this half, Russell explains how you should provide value to people before you ask them for anything. Enjoy the second half of this keynote presentation, and don’t forget to check out RORUniversity.com to learn more! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- Russell Brunson: Hey, what's up everybody? This is Russell. Welcome back to the Marketing Seekers Podcast. I hope you enjoyed the last episode for my keynote presentation at Christopher Vos' ROR Symposium. So far, in the episode number one, I had a chance to talk us through some of the history and the background of how we started building our business and I'm excited this next episode's going to be the second half of my keynote presentation. I hope you enjoy. And then afterwards, the third episode, we're actually going to, I opened up some Q & A and we had a really good time doing some of that as well. That'll be the third episode, so this episode would be the last half of my keynote presentation. I hope you enjoy it. Again, if you want to go deeper with Christopher Vos, make sure you go to roruniversity.com and get on his list, read his stuff, listen to what he is doing because he is helping a lot of people to build businesses by using relationships and really understanding how to do the stuff we talk about. I talked about Dream 100 in the Traffic Secrets book. This is what he's talking at a much deeper, much more powerful level. With that said, I'm going to cue up the theme song and when we come back, you'll have a chance to listen to second half of my keynote from the ROR Symposium. Okay. Now, I'll tell a side story because it popped in my head right now and that's what I do, right? About the time, it was after Joe Vitale promoted me, I had a list with certain sites and then I got a phone call from a guy named Tellman Knudson. Anybody here know who Tellman is? Tellman used to be big at our space. He shifted it over to more hypnosis, personal development space. But Tellman messaged me on the phone. He was like, "Hey, Russell, I had this idea. I'm building or I'm interviewing all these people and," I can't remember, "I'm going to interview you for an hour about a topic and then I'm going to put it behind the squeeze page and then everyone's going to promote the squeeze page. People are going to join my list, they'll get your interview and all the other interviews." And I was like, Uh, okay, I think that's the worst idea ever." He's like, "What do you mean?" I'm like, "I'm not going to email my list to your squeeze page so they can opt in and join your list to get my free interview. I'll just give them my free interview. Why would I do that? It does it make any logical sense." He's like, "Well, everyone's going to promote it and that way, everybody, everybody's lists, people from other lists will see you as well and it's going to be the huge thing for you." I was like, "Dude, that's the stupidest idea ever. No. No." I told him no, flat out, I was like, "This is never going to work, but good luck in your future," and I hung up, right? I was nice because on my DISC profile, I'm a high S, so I can't be mean to people. So I was like, "Okay, well, sorry." Anyway, so that happens and then fast forward three months later, all of a sudden, in one day, I get emails from everybody, Joe Vitale, the Nitro Marketing guys, all the people who are the biggest of the time, emails from everybody and I open up and it's like, "There's this guy named Tellman Knutson, the interview is on his ListBuilder and you should go check it out." And I clicked on it and went to, it was called listcrusade.com, it was his site, I went to listcrusade.com and sure enough, there's an opt-in to get all these interviews and I opted in and there's all these people's interviews. I was like, "What? How do you pull it off? You got the biggest names in the world to go and do this." And I was just perplexed, like how? I'm like, "This is the dumbest idea ever. I should have done it. If it worked, this is crazy. So I found his number, I messaged him, "Okay, tell me, I'm so confused. Can I ask you a question?" So he jumped on a call with me and I was like, "Okay. I just saw yesterday 50 people all promoted your squeeze page." He's like, "Yeah, I've added 120,000, 130,000 people to my list and the last 48 hours." And I was like, "How did you do that?" And it was so fascinating. He said, "You know what, Russell? I called 49 people and I got 49 nos in a row. First one said no, no, no, no, no. You said no. Someone said, everyone said no." And he's like, "But guess what? The 50th person," he said it was Kevin and Matt from Nitro. He said, "I called Kevin and Matt and for some reason, they said yes. And after they said yes, I was like, "Cool, do you know else would be a good fit?" And then Kevin and Matt were like, "Oh, yeah, you should get so and so and so," and then they emailed the Nitro like, "Hey, you should meet so and so and so and so," they jumped over there. Those people said yes as well." And he's like, "The next 37 people in the row all said yes." Oh, he even had Jay Abraham on the list. Anyway, he said, "The next 37 people all said yes and here we are." And I was like, "Oh, my gosh, how many of us, including me, would've stopped at the first no or the second or the third? But as soon as he got one cool kid to think he was cool, he was in. Okay? So you start thinking about this, actually, this is probably more for the women. This is embarrassing, I'm going to say this. How many you guys ever seen the movie Never Been Kissed? Drew Barrymore. Okay. Macaulay, can you act this out while I explain? Just kidding. Okay. Here's the story from Never Been Kissed. Drew Barrymore, in the movie, she's never been kissed, she graduates high school and now she's a columnist at a newspaper. She's a big columnist and her brother was the cool kid. He was the jock and the coolest kid and he graduated now he's this loser because he's graduated from high school. Anyway, she's in her day job as a columnist and they're like, "We want article from what are the high school kids doing so we need you to go undercover back to high school and find out about the cool parties and all the cool stuff." So Josie, drew Barrymore's, character goes back to high school and within five seconds, she slides back into the nerd group which they're doing chess club and all these kind of things and she's writing articles about chess club and her editor's like, "No, we don't want these articles. I want the cool kids, the drugs and all this stuff, what's happening. We want the underground dirt, that's the article we're looking for." So she tries to get in and she's like, no one will, the cool kids club will not let her in. So she's home and she's frustrated and then her brother's there and her brother's played by David Arquette and so David Arquette is jealous. He's like, "I want to go back to high school, I was the coolest kid in high school." And, and Josie's like, "There's no way, you don't understand, it's harder, it's not the same thing. If you went back to school, you wouldn't be cool." And it gives the idea for him. He's like, "No, I'm going back to school." So he somehow, and Tammy says it isn't on Netflix, I'm sure it's on Netflix. Anyway, this is your homework. Everyone go watch it. So Drew Barrymore or David Arquette's character goes back and gets in high high school somehow and she sees him in the hallway, she's like, "You can't do this. It's not going to be like, you're not going to be cool like you were before." He's like, "Watch this." So he goes into the lunch room, this is the greatest scene of all film. He's in the lunch room, he's standing up on the table and he's got this huge bucket of cole slaw and he's trying to eat the entire thing, shove it in his mouth and the whole high school's cheering him on like, "Oh," and he's eating the stuff he slams the thing down. He's like, "Oh," and that fast, he's the coolest kid in high school, everybody loves him and he's the man. And then, the next day, he's like, "Okay, I'm going to show you, Josie. I'm going to make you cool." So he goes with Josie, his sister and one of the cool kids sees him and he's like, "Oh, why are you hanging out with her?" And he's like," "Her? She's the coolest girl. She actually broke up with me, she's so cool." All this stuff. And he starts talking about how cool she is and all of a sudden, everyone's like, "Oh," and then all of a sudden the cool kids are like, "Oh, she's cool." And all of a sudden, boom, she gets sucked in. And then one cool kid thinks she's cool, the next, the next and eventually, that fast, she's cool. Okay? That was a very long story to tell you that the secret is, as soon as one kid thinks you're cool, as soon as one cool kid thinks you're cool, you're in. So Tellman Knudson, same thing. He was going back here. No, no, no, no, and he got one cool kid, Kevin and Matt from Nitro who thought he was cool and then opened up everything else. So if you guys are on this ROR thing again, a couple things that I was hoping to get through to you guys, number one is, we're shooting for the stars, that'd be amazing, but don't start there because it's going to be really hard to get in. Build your thing. Find people who are around you who are doing the same, in the same business, same industry and start building from there and start growing. As you do that, it's going to start opening more doors for you. Someone's going to introduce you to somebody else, someone else is going to introduce you and you start building this network of people and you start doing it collectively. If you do it collectively, all, what's the saying? High tide rises all boats. So it starts getting bigger and bigger and bigger and eventually, it gets easier to open the next door and the next door. And eventually, what happens is, I had this group of people, Mike Filsaime and Gary Ambrose, Brad Callen and Brad Fallon, all these people, all my friends at the time, Frank Kern, all of us who are this level and eventually, at that point, we're at the level of all these other people. But guess what? There's always a next level. And there was this guy that, oh, I looked up at this guy, crazy. He's a giant, he's got big old teeth. Anyone guess who it is? It's Tony Robbins. And Tony's the next level up here. And Tony's up there and we're all down here. And one day, somehow, one of my cool kid friends got into Tony. I don't know how or who it was or anything, but somehow, one of them got into Tony. He had a meeting with Tony and blew Tony's mind and then my friend, I actually I know, it was Mike Koenigs. Mike Koenigs got into Tony somehow, blew his mind and then, so one cool guy, cool with Tony. And then Mike Koenigs introduced him to me like, "Hey, you should meet Russell." He's so and so, and suddenly Tony, I get a, and this is the craziest experience ever, Saturday morning with my kids getting ready and the phone rings, I pick it up and it's Tony Robbins' assistant. "Hey, Tony Robbins wants to see if you can meet him today?" I'm like, "Okay, who is this?" I thought it was my friends messing with me and they're like, "No, my name's Jay Garrity, I'm Tony Robbins assistant. He's in Salt Lake City, he wants to meet with you." I'm like, "I live in Boise." They're like, "Yeah, well, he knows who you are and he meet with you. Can you get to Salt Lake?" And I'm like, "Well, it's a five hour drive. I can jump in my car." He's like, "Oh, we're flying out in three hours." He's like, "How about next week? Can you meet Tony in Toronto? He's your UPW, you can show up, go to the event, walk on fire and then he'll have a private meeting with you." I was like, "What's your name again? Is this a real person?" I'm like, "Heck yes, I'll be in Toronto next week." So the next week, I'm flying to Toronto. Again, I've never been to a Tony Robbins event so I show up with my backpack, my computer, I'm going to sit back and take notes like the internet nerd that I am. And I walk in and people are jumping and screaming and we're sitting there dancing and rubbing people shoulders and I'm so confused what's even happening. And then, we walk on fire and the first time I met Tony actually was the fire walk. He had me in a VIP section, so imagine there's 2000 people in the event and then right next to the stage, he has these two VIP sections and I actually stood next to Chuck Liddell. I didn't know who Chuck Liddell was at the time, I'm like, "That guy looks scary," big old mustache and big old muscles and I was like, but he was there. Anyway, I saw him when he went to UFC and I'm like, "That was my partner at UPW, I know everything was messed up in his life. This is so weird." Anyway. He's probably offended I had no idea who actually was. Anyway, we're in this little group so we could have a chance, to go back, the first time I met Tony is, after everyone leaves the fire walk, we walked through the front thing and they opened the curtain and Tony's standing there and he was like, "Russell, I heard so much about you," he gives me this huge hug and then we walk with him and I did the fire walk with Tony and that's my first impression. But check it out, it wasn't because I emailed Tony and tried to get to know him. I probably emailed him a lot and it never made it to the gatekeepers. But it was because one cool kid got in there and told him I was cool. And after that, it was open. Doors were open. So this is in, in my mind, this is the stuff I want you guys thinking through. Sometimes, with Dream 100, we're going to turn the relationship, we're going to give a list and we're going to send it to mailboxes and that's going to be how we grow our company. There's a place and a time for that, but that's not how it really works. It's this organic thing where it's building actual relationships, getting to know people, finding out about them and their families and how can I serve them and back here, when we're all at this level, it's like me trying to help them like, "Oh, I tried this in my business and it worked. You should try that." We're having these back and forth and it builds these relationships. And then, together, we all collectively rise up to the next level and the next level and the next level to eventually, we are the top level and that's when it gets more and more fun. So that's what I was hoping to really share with you guys, especially because I think, for some of you guys, as I'm sure for many, you look at someone who, like me, who's been doing this now for 20 years, oh, it's easy for us. Anyone will take this call. Yeah, but it's 20 years I've been playing this game. 20 years I've been putting the coins in the deposit box over and over and over and over and over again. When I found out who Dan Kennedy was, I'm like, "Okay, I want to get to know that person, but I don't know how to get there and it was like, well, there's two ways I can get into Dan Kennedy's world. I can work my way in or I can buy my way in. I'm like, working my way could take a decade or two, so I'm going to buy my way in. So I was like, "Okay, I've joined the mastermind group, I'm getting in there." And then I didn't go. I have people, oh, people that joined my mastermind group this last time around, amazing group, but there's different, everyone's got a different mindset and I have people coming in initially and they're like, "Russell, this is so cool. Can I make a testimony with my video? Hey, can I get a picture?" And they were trying to take, take, take, take, I'm like, "Ah." When I went to Dan Kennedy's group, guess what I didn't do? I didn't take from Dan. First off, because I'm scared of him. Number two, I was like, all right, I'm going to serve these guys because I want Dan to know who my name is. I don't want me to message Dan, I want people telling Dan who I am. If I can do that, that's the secret. So I'm in Bill Grazer's group, I'm serving the group, I'm trying to help as much as possible. I'm helping these offline people in this group to launch online businesses. I'm helping them get funnels. I'm helping them do the launch, I'm doing coordination. All this stuff to serve Bill Grazer's group. And Bill's like, "Oh, my gosh, Russell's really helpful." And he tells Dan, "Dude, this guy in our group, he loves you, he loves everything, he's helping our group." And I always wanted to speak at Dan's event, but I'm like, I'm not going to ask him because I don't want to do it, but I'm just going to keep serving and eventually, he's going to have to, because I do so much stuff for so many people, they're going to want to put me on stage. So I get in that group and I'm serving like crazy. In fact, after, I think it was three years in, I wanted to, anyway, I had to fly to Baltimore three times a year and it's not just flying to Baltimore, Bill was in Baltimore. You'd fly to Baltimore and then you'd drive in a taxi for an hour to get to the hotel that Bill would have it at, and after three years I was like, "I can't do this anymore." So literally, I messaged Bill, I'm like, "Hey, I'm not going to re-up this next year because I just can't keep coming to Baltimore." And he literally was like, "This is the deal, Russell, you have to be in the room so you're not going to have to pay anymore, but you're still coming." I was like, "Okay." And for the next three years, I didn't pay but I kept showing up because I provided so much value, he's like, "You have to be in this room because you're facilitating all these things." And then he had me on stage, had me on stage again and then eventually, I remember the last event I spoke at, I spoke on stage four times. I was on stage longer than Dan Kennedy was. Do you think Dan Kennedy knew my name? Yes, he did. He was like, "There's this internet nerd who keeps showing up and helping everybody, he's never asked for anything. We should get to know him," and that's how I built a relationship with Dan and then with Bill and with all these kind of things. And now, fast forward a couple years later, the opportunity to buy Dan's company's there and I'm like, what if he hates me? Because he's not going to approve ... And I literally, I faxed him because you can't email Dan, he has no email, you have to fax him. So I had to open an eFax account, write it on a piece of paper, send it, it's this whole thing. So I faxed him, I was like, "Hey, there's an opportunity to buy your company, but I just want to make sure that you don't hate me or I'm not ... We're going to be working together so I want to make sure this is going to be a good fit." And he faxes me back, he was like, "Dude, every time I've heard about you, it's you on stage talking about how good I am, you always praise my name, all these kind of things. Of course, I would love to work with you," because he knew who I was. I had been trying to serve him for all this time and I'd never asked him for something so because of that, he said yes. And now we're have this partnership and we're 30 days away from watching the new magnetic marketing and you guys are going to die when you see this, it's the most exciting thing ever, but it all came off of that, building these relationships over the long term. If you guys haven't, on YouTube, there's a video, if you type in "Russell Brunson Tony Robbins Dream 100," there's a video documenting my Dream 100 process with Tony, which was over a decade and a half to do this thing, the very first time he actually promoted me. But it wasn't me coming in like, "Tony promote, Tony, promote." If I would've done that, I would've had one meeting with Tony and that would've been the last. It was a decade of me just, every meeting with Tony, "How can I help? How can I help?" People from this company would call like, "Hey, can you consult us on this thing?" I'm like, "Yes." "How much does it cost?" I'm like, "For Tony, it's free." "I'm sure your time’s valuable, we’re willing to pay you." "No, tell Tony, your money's no good with Russell," because I wanted the relationship. And fast forward now, I'm going to get emotional. Oh. This isn't a story that we've publicly told, but you guys know Funnel Hacking Live, Dave had his cancer, if you know the real story, it's literally the worst kind of cancer you have, they give them like a 6% survival rate past eight months, 10 months, something like that. So we were so scared and after Funnel Hacking Live, after Tony off stage, went backstage with him and Tony was like, "How can I serve? What else, what can I do for you guys?" And Todd had the impression, "Hey Tony, this is our friend and partner Dave. He's dying. Is there anything you can do?" And Tony says, "Yes, these are the people. Call this person, call this person. In fact, I'll connect you. Here's the people." Two weeks later, Dave's flying to Dallas, he's with this doctor who does things the opposite of what every other cancer doctor does, Dave spends two weeks down there with him. I won't get too deep into the details, but discovers there's a root canal that causes the tumor, pulls his tooth out, throws the oxygen in there, oxygens his body, does a bunch of things. Two days later, Dave goes back for his MRI where they're supposed to tell him how long he's got left so he can plan with his family. They do an MRI, the doctor looks inside and says, "There's not a bit of cancer inside you. What did you do the last two weeks?" And because of my relationship with Tony, I had access to this guy who saved Dave's life. And Dave's going to be here for the next 20, 30 years because I was willing to put in, for a decade and a half, this relationship with Tony and Tony had a relationship with these other guys and man ... So is it worth it? Yes. Is it worth financially? Yes. Is it worth it from so many more things? Yes. It is. So I'm forever grateful that I didn't ask Tony to promote my thing on day one. I'm forever grateful that I didn't try to figure out what I could take. I'm forever grateful that when they asked for help, I just gave it because I love Tony and because that opened all these doors where, yeah, so whew, not planning going there, but that's the power of this stuff. So when Christopher's talking about this, I'm sure he is told his story. He had a very similar situation where, because of the relationship, his life was saved. So you never know, it's coming into these things not looking for something, but coming in as a servant. And as you have that servant feeling and you're going into it, it's amazing what doors open and you never know what door you're going to need or when you're going to need it or what the thing is or what the, you know what I mean? It's crazy. Whew. I don't know how I wrap that up or how to- Don Mamone: Do you need a minute? Do you need a minute? I mean, I'm going to step in and just say, take a drip of water. That's probably one of the most amazing stories and I have to say that you, unknowingly maybe, and the reason you needed to tell that story was because we had an ongoing over-under bet on how long it takes a speaker to cry on Christopher's stage because so many people have come up and told stories from the depths of their heart and soul. So, hey, I want to thank you for joining those of us that have joined Christopher's stage in which you have an over-under on telling an emotional story, so thanks for that, Russell. Russell: No worries. You set a environment where it was there. Anyway. Yeah, I hope that this was helpful for you guys. Again, I was like, I could go and give you guys the foundation and step one and step two and step three, stuff we talked about here, but I was like, I don't want to do that. I want to be real as possible because it's real in so many aspects of your life. And now's the time, wherever you are, is to start planting those seeds and starting looking at who can you serve, who can you serve and the more you do that, the more doors open and the more things. And it's okay eventually because I think sometimes, people are scared to ask and I would tease Christopher about this. He's been building a relationship with me for now, I don't even know, three or four years and we used to have a joke inside of the office, "What's he going to ask?" Somebody's going to ask something. "I don't know. Maybe he's just going to keep serving and serving and never ask." And then when he finally is like, "Hey, I'm doing this thing, would you be willing?" "Finally, thank you for asking." Because we know, there's always, all of us, when I was dating my wife, I was asking her on a date and she knows my intentions. If I already came date number one, "Hey, can we get a picture just in case if we get married, we'll have the ... " Whatever. If I'd done these weird things along the way, it wouldn't have worked, but like everyone knows, we're in business, we're in things like that, we know what the goal is, but we're trying to feel people out to see if they're genuine or not. It's interesting. I heard Adam Sandler talk about it one time and he was like, "I don't have very many friends." He said the reason why is because, he's like, "Earlier in my career, as I started having more success, everyone wanted be my friend. I realized really quickly they didn't want to be my friend, they wanted something from me." And the higher tier you get, you'll find out that happens. For me, I don't have a whole bunch of friends because I don't know who my friends are a lot of times. It's interesting because there was a time in my life where I thought everyone who was coming was my friend and I started giving people jobs and some of you have heard the story, I built a huge company of over a hundred people and I thought they were my friends and were here because of the mission, because of the vision. And when we had a hiccup and things kind of crashed, they all went away. And it was interesting because thought that they were coming for that. I can't remember exactly where I was trying to go with this train of thought, but ... Oh, yeah. At the higher levels, just Understand that their guards are up because they've been burned in the past and it's like, who's true friends? And if you show up as a true friend where you're giving, you're serving, they know you want to do something with them eventually anyway, that's in the back of their mind, but they're testing, is this person the person who's coming because they're trying to get something from me or someone who genuinely wants to be a friend or genuinely wants to help, genuinely wants to do something? So it's just consistently showing up for a long time and maybe it's not as fast to turning on a Facebook ad, but for the long term stability, what you're trying to do, it's the best thing. Anyway, I hope that helps. I hope that gave somebody something today. Learn more about your ad choices. Visit megaphone.fm/adchoices

On this special 3 part series, you get to hear Russell’s presentation at the ROR (Return on Relationships) Symposium! Russell discusses the importance of what he calls the “Dream 100”, and how it helps create relationships that support both his business and his personal life. Check out RORUniversity.com to learn more! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- Russell Brunson: Hey. What's going on, everybody? This is Russell Brunson. Want to welcome you back to The Marking Secrets podcast. I got something special for you guys over the next three episodes. I'm actually on vacation right now, Thanksgiving vacation. My wife and my kids and I are all in Kauai, Hawaii. You might hear them giggling in the background depending on how well this microphone picks up noise. And so, I didn't have a chance to record a podcast for the next couple episodes, but before I left on vacation, I actually had a chance to be part of a really cool summit that my friend, Christopher Voss put on called The ROR Symposium. And he had me as one of his keynote speakers, and he had me talk about just my history, my journey, using relationships, and joint ventures, and things like that. The Dream 100, as I call it, to build my business and everything we've done over the last almost 20 years now. And so, it was a really special presentation. It was one that I came to with notes, but not PowerPoint slides and things like that. It was more, I just wanted to kind of share from my heart. And if you know Christopher Voss you know he's a very emotional person and he brings that emotion. And apparently, I found out afterwards, all the speakers end up crying. In fact, I did as well during my presentation. So, there's something really special in the middle that you'll find out about. But anyway, I hope you really enjoy these. They're going to help you to learn how to build joint ventures, how to find your Dream 100, how to build better relationships with people, and how to turn that into more business and help you to get your mission out there to change more people's lives. If you don't know who Christopher Voss is, I recommend following him. He told me that the best site to send you guys to... I said, "Where should I send people to listen who want to go deeper with you and learn more about relationships and how to build businesses using them?" And he said theroruniversity.com would be the best place for you guys to go. So, if you want to go deeper with Chris, go to roruniversity.com, check out what he's got there. And with that said, I'm going to cue the theme song. When we come back, you have a chance to hear the first part of my keynote presentation. As I was kind of thinking through this, I was like, "Man, there's 30-something speakers coming. Everyone's talking about different ways to do this ROR, return on relationship game. And everyone's got different ideas and things, and it got me to back, man, almost 19, 20 years ago now. And so I... If you guys are cool with it, I just want to do some story time and tell you guys my story and some of the things along the journey that I tried, that I... failures, the successes, specifically inside of this relationship, and joint venture partners, and things like that. And hopefully, it'll give you guys some comfort. Because everyone starting different points and sometimes you look at someone like me like, "Oh, well, Russell knows Tony Robbins, and Dan Kennedy," and da, da, da. But there was a day, 18, 19, 20 years ago where I was a little kid scared out of my mind awkwardly trying to message people pre-Facebook. So, I'm sending emails and trying to... and it was scary, and hard, and so hopefully, it'll give you some faith in wherever you are in your journey. Just like, "Okay, this is right. It's going to be good." It's going to be for some of us, especially the introverts like me, this is going to be something that kind of stretches you and feels uncomfortable sometimes, but then it can become something you really love and enjoy and gives you the ability to change the world at a level you never thought was possible. So, that's kind of my game plan. Then after that, we can open for some Q&A and... or whatever we want to do. Or we can celebrate, have a party, or we can sing Christopher's song and let him have a nap. Hey, whatever we want to do, it'll be fun. So, looking back, it's funny, because when I got started in this business, I was still in college. So, I had just met my beautiful wife, Colette, who I think we're celebrating our... I think it's our 20th anniversary this summer, which is crazy. So, she's stuck around my chaos for this long and she's... Gosh, she's the best. But we had just gotten married and I was trying to figure out how to support her. I was wrestling and I didn't want to quit wrestling, so I'm like, "How do I wrestle and do all these things at once?" And so, I did what most people do and I went to Google and typed in how to make money. Right? Which, who here has done that at one point in your career? And you go on this rabbit trail, right? Of like, "Whoa, there's a lot of things to do." And everyone's got a different thing, and you start joining email newsletters. You know what those are at first and you start getting these emails from all these people, and then for me, it was like I was reading blogs and then I was joining... They didn't have Facebook groups back then. They had forums. So, I was joining the Warrior forum and How-To Court forum, and then... Anyway, there's like 20 or 30 different forums. So, all day long I'm reading forums of people, and I'm getting emails, and I'm learning all these things. And it was interesting because I was learning all the different pieces, right? Some people would talk about SEO and that's what they geeked out on. So, I started reading all the SEO articles, and I started learning how to do SEO and backlinking. So, I was like, "Oh, this is how you make money." And then someone else was like, "SEO's stupid. This is how we make money," and they had a whole different strategy. And then someone else had a different strategy, and soon I was just looking at all these shiny objects and I was like, "I don't know which one I'm supposed to do." How many of you guys ever felt that before? There's like 8,000 things. Like, "Russell said funnel. Someone else said this." Like, "Ah." And so, I was in that as well, and so I was just like... I got in this perpetual learning phase, right? Where I was learning and studying, and learning and studying. Then I started watching what was happening. Right? And I was on all these different email lists, but then it seemed like it was coordinated. Once every couple months, all of a sudden I would get an email from 30 or 40 people who somehow I had got on their email lists and all of them would be talking about the same product at the exact same time. Right? And all of a sudden you're like, "Oh, my gosh. Everyone's talking about this thing." Right? And I think the first ones I saw there was an old e-book called Google Cash. And it's how people are making money on Google doing Google ads. It was Chris Carpenter's offer, and he had gotten a whole bunch of affiliates. I don't know how at the time, but he had a whole bunch of affiliates all promote at the same time, so my inbox... And I'm at college opening my inbox and there's like 40 emails from people all talking about this book. I'm like, "This is the thing everyone's talking about. It's got to be the secret." I was so excited. And I went and paid this $67 for an e-book, which no one knew what e-books were back then and we were all confused. Literally, I remember messaging the support team and I was... like two weeks later. I'm like, "When's the book going to show up?" And they're like, "It's digital." I'm like, "I don't know what that means." They're like, "It means you download it." And again, 20 years ago, that was like... that was weird. That wasn't a thing that nowadays we all get it. But back then... And so I download this book, and I'm trying to read it, and I was just like, "I paid $67 for a PDF. My wife's going to kill me when she finds out." But I'm reading it and I'm getting all excited like t's next big thing, and all of a sudden, there's this next promotion and everybody's talking about this next thing. I'm getting all these... like 20, 30 emails. And I was like, "It's got to be this," so I jumped over there, and it's started me on this rabbit trail. And I just remember being confused, and overwhelmed, and all the things a lot of us go through. Right? And about that time... This was probably the very first ever high-ticket... Not even high-ticket, like $1,00 product. There was this guy, and I didn't know who he was at the time, but again, all of a sudden the emails start flying in my inbox. Right? And they're all for this guy. They say this guy is the godfather of internet marketing and he's retiring. And because of that, he's giving away his entire empire, everything he's built. And he called it the farewell package. Like, "This is my farewell from the internet. I'm done. I'm out. I've made millions of dollars, now I'm leaving." And his name was Mark Joyner. And I didn't know who Mark was at the time, but I started reading the emails and the stuff, and I was just like, "This is the greatest thing in the world." Right? So, I remember going to the sales page, reading through it ready to try to buy it for 20, or 30 bucks, or whatever, and the price went was $1,000. And I was like, "Oh, I do not have $1,000. I've never had $1,000." My wife was working, supporting at the time, and she was making, I believe $9.50 an hour. So, I mean, it would take her, man, over 100 hours. No, because you got taxes. Probably 200 hours of her working, so that's a lot of time to pay for this $1,000 course. I remember looking at it and I was like, "Oh, I don't have any money. I'm a broke wrestler." I had just gotten married, therefore, now I'm living off my wife who's making $9.50 an hour as a receptionist where she was working at. And I was like, "There's no way I can do it." And so, I remember not being able to buy it, not being able to buy it, but I kept seeing the emails, and the promotions, and the urgency, and the scarcity, and it eventually got to the point where it was about to sell out. Probably five or six weeks into this whole thing and about to sell out. And they were closing down the cart. And I remember the night before... This is... Again, for those of you who are newer before there were webinars, there were things called teleseminars where you would pick up the phone, and you would call, and you'd just listen to people talk. And so, I called this teleseminar, and on the teleseminar these guys are talking about the Mark Joyner Farewell Package. And it was just... It was going to be gone the next day and you had to get it. And I remember listening to it and being sick to my stomach and laying in bed that night, and I was like, "I have to do it. This is my thing," and being so stressed out. And finally, the next morning I was still laying in bed. My wife woke up and I was like, "Colette, I know I bought a lot of stupid things that I haven't done anything with any of it yet, but I think this is the one. I think this is the thing." I remember asking her. I was like, "Can I buy it?" And she said something like... In fact, I talked about it. I wrote it in the Traffic Secrets book, this story, but she's like, "Well, do you think this is the one for you?" I was like, "I think this is the one." She's like, "Okay, then here's our credit card." And we only had like a $500 credit limit I had to call up my bank like, "Can you double our limit to 1,000?" This is how like green we were back then. And we did it, and I bought the course, and I remember I got the course and there was like 15 CDs, all these interviews. And so, I started listening to the CDs, and what was crazy, as Mark was talking, he kept talking over and over and over again, about two concepts. The first one was the power of your own list. He kept talking about, "You have to have your own email list, and this is how it works, and if you have an email list of 10,000 people, you send an email out to your offer, you can sell a whole bunch of your things." And I started realize, I'm like, "Oh, my gosh. This is literally what's been happening to me. I'm on all these people's email lists. They have a big email list and send an email, and if I buy a $1,000 course, they must have made 500 bucks." And I started putting the pieces together. It's like, "Oh, my gosh. This is how it works." And some of you guys... I'm not going to tell the whole story, but some of you guys have heard my story. After listening to two or three of these CDs I was like, "I need an email list." And I went down that whole journey where I got called a spammer and... Anyway, so that's... Insert that story there. I'm not going to tell that story because it's outside the context of this event. But I started trying to send email and it didn't work. And I was just like, "This thing Mark is teaching me, I need to have an email list, but everyone's got one, except for me. I don't have a list. It's not fair." And I kept listening to Mark's course, and as he got deeper and deeper in the course, he started talking about this thing called joint ventures. And he was like, "Every time you start a new company or launch a new product, the first thing we do before you buy ads or anything is we go and we have these different partners who all already have email lists." He's like, "Go with people who already have email lists, and then some of them will promote and send traffic to my thing, and that's how you make money." And I was like... I was just seeing... You know there's those curtain in front of your face, and the curtain's lifted? I saw the Wizard of Oz. I'm like, "This is how it works. You have to have an email list. If you don't have an email list, you find other people with email lists, and they promote your offer, and then the people buy your product, and then you have an email list." And I was like... It all started making sense in my head. I was like, "Okay." And then I did what I'm sure all of you guys did, especially if you've read Traffic Secrets book... And I didn't know what this was called at the time. I didn't have words for it, but it was basically my first Dream 100. I was like, "Okay. Who's got an email list?" Like, "Mark said people have email lists. We need to find people with email lists," and so that was kind of the next question. And so, I started making my first Dream 100 list. And it was funny because I had this farewell package I bought from Mark Joyner and he had all the people he interviewed. So I said, "Well, this is my Dream 100, all the people Mark interviewed." And so, I don't remember most of the names. I do remember Joe Vitale though. He was one of the names. And some of you guys know Joe Vitale. If you go to mrfire.com, he's written like 400 books. He's awesome. I wrote Joe Vitale down. I started writing other people's names down. And so, I remember I'm building this Dream 100 list and I was like, "Okay, this is easy. I'm just going to email them all, and then they're going to promote my thing, and I'm going to be rich. This seems really awesome." Right? And I'm sure some of you guys have thought of that before. Hopefully, it's not just me. So, I start emailing Joe Vitale, and I can't remember all the other names. Joe's the one that stuck out in my head. I remember emailing them all and then just waiting like, "Okay, they're going to respond back to me, and then this is going to be this big thing, and I'm going to make a bunch of money." And I think I had my first or second product at the time, so it was like I had a product for them to sell and everything. Sent all the emails out and it was crickets. Not one person wrote back to me. And I was like, "Huh." I was like, "Okay, either this Mark Joyner's full of crap or I need to send another email." So, being a relentless person, I send another email to all them like, "Hey, Joe Vitale. Did you not get my email? Because I've got this new product and if you promote it, we can split the money 50/50. It's going to be awesome." Right? Like he's for sure... Like, "I'll even give you 60% commission." Maybe I'll blow his mind. Right? So, I tell him this thing, crickets. Nobody responds back to me. And I remember just being like... I was like, "This internet thing doesn't work." So, I remember being frustrated and just not knowing what to do, not believing this JV thing actually worked. Assuming that it's impossible to build an email list and I was stuck in that rut for a while. Probably, I don't know how many, four or five months of this rut of just like, "It didn't work. I tried." And have you guys done that where you try something somebody told you and then you're like, "Oh"? It reminds me of... Well, never mind. I'm not going to tell that story, but it reminds me of just so many of us do that where we're trying to follow a guru. We try the thing and it doesn't work, and we're like, "Oh, it didn't work." It's like, maybe we just didn't execute it quite correctly. So, fast forward a little while later there was this internet marketing event. It was Armand Morin. It was called the Big Seminar back then. And it was the seminar in the industry. Kind of like Funnel Hacking Live is nowadays. It was the seminar. And so, I remember saving up some money and we flew out to... And I had made a little bit of money online at this point. Not a lot. I was making, I don't know, maybe 1,000 bucks a month or something. So, I had a little bit of money just so I didn't have to yell... borrow more money from Colette's credit card to go and go to this event. So, I fly out to this event. It's in Atlanta. I go to the seminar and I remember thinking, "All the speakers on stage, I'm going to get all... That's going to be my next affiliates or my next people I'm going to be partners with." And so, we're seeing all the speakers and they seem bigger than life. They're on stage, and they're talking, and I was just like, "If any of these guys promoted my product, I'd be rich." That's the thing going through my head. Right? And so, I'm seeing them, writing all their names down. I'm like, "I'm going to become partners with them and become friends with them. I'm going to go meet them face-to-face. Maybe that's the secret. If I meet them face-to-face then it'll be easy." Unfortunately, I'm insanely introverted, and shy, and scared. So, I'm at the event, I see the person walking by. I remember seeing Stephen Pierce. He was the guy at the time. He walked past and I was just like... He walked right past me, and he walked past, and I'm like, "Ah, I blew it. Stupid, Russell. Stupid, Russell. You didn't even talk to him." And I'm sitting there in the hallway and all of a sudden Armand... Actually, I was in the bathroom and Armand walked next to me in the urinal next to me. I'm like, "Armand's right here. What do I do? Do I say something? I can't say in the bathroom. It's so awkward." And he looks over and he is like, "Hey, man. How's it going?" I'm like, "Good." And he is like, "All right," and then walks away and walks out of the bathroom. I'm like, "Ah, I blew it again. I blew it again." You know? And I'm too scared to talk to any of the speakers, but I'm like... For me, I'm like, "This is the key. This is the key to my freedom is these speakers," and I didn't dare do it. I wimped out every single person. I didn't talk to a single one of them. And then at nights, all the attendees would go to the bar. Now, I'm not a drinker. I've never drank in my life. Most people don't believe me, but I've literally never drank in my entire life. So, I'd go to these bars and I was like, "I don't want people to think I'm drinking," because like I have a thing like that where I want to avoid the appearance of evil at all costs. Right? So, I remember I'd go to the bar and I was like, "Ah, how do I..." And literally, the bartender was like, "You want something to drink?" I was like, "Can you give me milk?" He was like, "Seriously?" I'm like, "I don't know. Can you?" I was like "Because if it's going to be a Sprite, people going to think it's some fizzy drink." I don't know. I don't even know what drinks are. Like, "It's going to be fizzy something." So, I'm like, "If you give me milk they're going to know that it's not alcohol." Right? So, he's like, "All right." So, the guy gives me a milk. I'm holding this milk at the bar walking around and everyone's like... All these people start coming to me, which is really cool, and they're like, "Are you drinking milk?" I was like, "Yeah." They're like, "Why are drinking milk?" I'm like, "Oh, well, I'm Mormon, so I don't drink." They all kind of laugh at me, but it opened dialogue when they came to me. And this is... Okay, side note. Interesting for the introvert. Who are the introverts in the room? If you're introvert, I learned something really cool. Nicholas Bailey actually told me this. He dresses weird because he's introverted and he's too scared to go talk to people. He's like, "If I do something weird," he's like, "people come to me and like, 'Oh, nice shirt. Nice glasses. Nice,'" blah, blah, blah, blah. And so, that's what happens. I had this weird thing, and then people came to me. They're like, "Why are you drinking milk in a bar?" And then it started a conversation, and then when I'm in a conversation I can do it. It's the walking up to. Like, "How am I going to go and..." You know what I mean? So scary for me. And so, people started talking to me. We started becoming friends and get to know people, and I'm talking in this group, and it was interesting because everyone I was talking to, they all had businesses just like me, but they weren't the guy on stage with a list of 100,000 people and all this kind of stuff They were here and they had a list of like 500 people. Or I got a list of 1,200 people. They were all kind of at this level. About the same level I was at. I was like, "Oh, my gosh," and we started talking, getting to know each other. And back then it was before Skype or before... It was pre-Skype. It was pre... What do we use nowadays? Slack or Instant Messenger. Whatever. We used to use Yahoo Messenger, or IRQ, or AOL, and so it always like, "What messenger are you on? Here's my AOL chat," or, "Here's my IRQ." Or ICQ Sorry. ICQ. Or, "Here's my..." And so, they give them to you, and so that was how we get to know people. So, I put it out, write it down, and then I remember the people. I remember Mike Phillip's name was on Yahoo Messenger. His name was signanddrive.com. And I remember Brad Callen. I remember Brad Fallon. And so, I started meeting all these people at the bar while I'm drinking my milk, and getting to know them, and I'm writing down all their little handles. And then we get home and away from the event, and so I start putting those things in and I start messaging them. I feel way more comfortable talking through text, through Yahoo Messenger. I was like, "Hey, great meeting you at the event," blah, blah, blah. "This is a picture of me so you remember who I was." Right? And the person would write back, "Oh, yeah. It was really cool. You were the guy with the milk, right?" I'm like, "Yeah." And we'd start this dialogue. And then I was like, "Okay..." Not even thinking that these guys would be big partners someday, but I kind of started getting to know these people. And we were all kind of the same level. And this is the key. Okay? I'm trying to tell stories with hopefully principles you guys can pick from it. So, all these people were at the same level. And I remember because at the same time I was messaging Joe, Vitale, and messaging all the speakers in the event, and none of them are responding to me. It's just like crickets. No one's responding back. I'm talking to these guys. And I remember I was creating an offer and these guys had become my friends. And I was like, "Hey, can you check this out? Do you think this is good? Is the offer good?" And they started messaging back, and all of a sudden they started becoming involved in my business, right? They had a vested interest because they were kind of like, "Oh, I would do this," or, "I'd try this over here. And all of a sudden they started sharing ideas back and forth and it was really cool. And then they would share with me what they were doing back and forth, and it was really, really cool. And I had vested interest in their projects because I was like, "Oh, you should try this, or, "Oh, I did this. You should try this." We built this little group of people. And I don't even know. It was probably four, five, six people maybe that we kind of did this thing. And I remember because about this time is when my very first software product ever came out, and I don't talk much about this product. It was a product called ZIP Brander, and I was so proud of it. And I remember I sent it to Mike Filsaime. I was like, "Hey, here's my first software. Check it out." He was like, "Dude, that's so cool. Do you want me to promote it to my list?" And I was like, "Wait, he just asked me." Like never it happened. I was just like, "I've been asking all these people at this level up here, all the people I'm looking up to, the gurus, the big famous people. No one, crickets, and all of a sudden my friend's, like, 'I'll promote it to my list.'" And I was like, "Dude, you serious?" He's like, "Yeah." I'm like, "Okay." And so I give him the link. He sends an email to his list, and I can't remember. I paid him like 50, 60, 70. I don't know. I was like, "You can have all the money. I just want... I need a list. I know the goal. The goal to get a list. I'll give you 100% commission." Right? And so, he promoted and I think he sold... I don't know, he sold five or six copies of my thing, but then I got the money, and then I gave most of it to him. But then what happened is I got five or six customers, but a bunch of people... I had a pop-up on the site. A bunch of people filled out the pop-up, and I got like 300 or 400 people on my email list. And I was like, "This is awesome." And then I knew Mike had a product, and I was like, "Hey, man." I was like, "Dude, I love..." He had a product called Carbon Copy Marketing back then or something. It was a two-disc DVD set. And this is before DVD, so he literally would go and he would print a DVD and ship it out to you from his house. This is how... 20 years ago. Remember, this is before things like that. And so, he said, "Yeah." So, I emailed my list of like 300 people from him the 400 or 500 people I built, so maybe a thousand from my list. I sent the email and I sold like five or six of his DVDs. And he is like, "Thanks, man." And we did our first little cross-promotion, and me and Mike became friends. And then Mike told me. Then Mike's like, "Dude, you know who you should do? I met this guy named Gary Ambrose. You should meet Gary because Gary has got a list too, and he promoted the same DVDs you just promoted and it was awesome. You should get to know him." So, he introduced me to Gary. Me and Gary met up, and I was like, "Oh." And Gary and I started sharing ideas, and then eventually he promoted my things, I promoted his, and then Gary's like, "Oh, dude, you should meet so and so." And I was like, "Oh, you should meet..." And all of a sudden we started this little four or five people start introducing more and more people, and soon I've got 20 or 30 friends all on Yahoo Messenger and AOL that we're talking back and forth and getting to know each other. Right? And what's interesting is that we all kind of helped promoting each other. Our list went from 400 or 500 people to 1,000 to 1,500, to 1,000 to 2,500, and they kept growing and growing. And I was looking at this little group of people all working together. It was like a groundswell where our businesses all started gradually rising together. What do they say? A rising tide raises all ships, right? That's what started happening. And we started getting bigger and bigger. I'm like, "Oh, my gosh. This is so cool." And then we started doing more things and this is, man, a two or three-year period of time while I was in college, we were going back and doing these things. And it was just... It was really, really cool. Right? And I remember one day Mike had this idea, Mike Filsaime had this idea for a product called Butterfly Marketing. Some of you guys may have heard of it, but it was the first time he had the idea. And he's like, "Hey, man, check out the sales letter." He had this huge sales letter. And on the sales letter, he had these testimonials from all the people. All the people you'd want, right? I was like, "How'd you get all those guys' testimonials?" He's like, "Oh, I didn't. I just put their pictures in just as the placeholders as a dream of someday I'm wanting to get these people's testimonials." I was like, "Oh, that'd be so cool to get to know them." And then he's like, "Well, I met so and so. I know so and so who does know that person," and all of a sudden this network started happening, right? Anyway, Mike went and started messaging and eventually got to the person, one of the people, and they gave him a thing, and all of a sudden he got a bigger promotion from a bigger person. And what happened is, is we started doing this. Again, the people I looked up to were way up here and they wouldn't respond to me and things like that. And this group down here became friends. We all started growing together, and eventually what started happening is as we got bigger and bigger and bigger, we got closer to these people. I remember probably, man, two years, maybe three years into this business I had an idea. And I was creating this whole project. It was a membership site. It was called The Lost Files, and it was based on old public domain books, which I could talk about for six years. But it's this geeky, nerdy thing that you can make money with. And so I got excited, I'm creating this thing, and I was like, "Joe Vitale, he's written like 500 books." I'm like, "Oh, Joe would be my dream person." I know Joe had talked about public domain in the past. Joe had actually published a couple books from the public domain. And I was like, "He'd be my dream partner." But I was like, "He's ignored like 40 emails from me. There's no way he's going to respond to me now." Right? But I was like, "Oh, I got to do something." So, I remember I messaged him again this time and I was like, "Hey, Joe. Sorry to bug you. I have this new site." I explained what my site, thelostfiles.com. Like, "This is what is, how it works," and everything. And then the next day I get email back from Joe, and I was too scared to even open it. I'm like, "This is crazy." And Joe messaged me back. He's like, "Hey, Russell, so good to meet you." He's like, "I've been seeing your name everywhere. All these different people keep promoting your stuff. They keep popping up in my inbox. The Lost Files sounds awesome." The way he made the connection, he didn't... I don't think he... He didn't connect that it was me who was annoying him for like 40 emails prior. He just didn't connect it. Or maybe he just ignored it, or he forgave me, or whatever, but he message back and said, "Yes." And I was like, "Joe Vitale said yes." And I was freaking out. And so he goes and he does this... We had this promotion where we had a teleseminar together. He promoted his list. And then at the teleseminar he promoted The Lost Files, and we signed up like 300 members off his list at like 40 bucks a month, which for a college kid, is insane. And it was this one deal, and then Joe was like, "Oh, by the way, have you ever met so and so, and so and so?" and starts opening these doors again. Now, because I've gotten closer and closer, I got one person in and all of sudden it opened up this whole network of people. And that was my journey for the first three or four years. And so I wanted to kind of lead with that because again, I think so many of you guys are like me where you see the people. I meet people all the time. "Russell, you say to build a Dream 100 list, I've got to dream one, and it's just you." And I'm like, "Not a good strategy." I literally said Dream 100 for a very important reason because it shouldn't be me. I do maybe one promotion a year and usually, it's for Tony Robbins. And so, for me to say yes, it's going to be like... We got to date for a decade before it's going to happen, so if you're banking on that it's going to be a long, long time for something to happen, right? I was like, "Instead, go and do things with people at your own tier, your own level where they're looking for things, and looking for cross-promotions, and things will start happening. And then what happened is you start rising to the top, and all of a sudden people like me are going to start seeing you. You show up my news feed. I start seeing emails." All of a sudden it's like now there's this relationship, right? It's funny. There's... This is a funny story. So, one of my buddies, I met him probably... It's probably been 12 years ago now. Some of you guys know him. He's Chad Wallner. He's a chiropractor. I talk about him in the Dot Com Secrets book. But he moved into our area, and so we go to church. We were going to the same church, and so he shows up and he sees me. And he was seeing me online. He knew I was and stuff. He came to me and he's like, "Russell." He's like, "Dude, this is so... I can't believe you're in my ward. I've seen you before," blah, blah, blah, all this stuff. And he's like, "We actually have a mutual friend together." And I was like, "We do?" He's like, "Yeah." So, he's trying to build a connection so we can connect and stuff. And it was interesting because he said, "We got this mutual friend." And then he told me the name. He's like, "Here's the guy's name." And I was like, "Don't know who he is." He was like, "Oh, weird." He's like, "He talks about you all the time as if you guys were best friends." I was like, "I don't know who that is. I'm so sorry." And years later, Chad and I had this discussion about this and it was funny because he was like, "Man, I..." The realization is it's not who you know, it's who knows you. Right? I knew who Joe Vitale was. I knew who these people... I knew Tony Robbins. So, I wanted them, but it's not that I know them. I need them to know me. Right? So, it's how do you get them to know you? Well, it's by doing cool stuff in the market that they're playing in. Showing up. Will they see you in news feeds, see you in emails, see you in stuff? Where all of a sudden they keep seeing these things and then they see you. They got to know who you are. Right? When you approach them like, "Hey, my name is so and so," if they don't know who you are, it's going to be really hard to build a relationship. If they're like, "Hey, this is so and so," it's easy. For example, I was trying to do a negotiation with someone the other day. I wish I could tell you all the details. I can't though. Anyway, really big company. You'd be aware of who they are. And so, I tried to get a meeting with the founder of it, and we get on a Zoom call like this, and the very first thing he says, he's like, "Man, Russell," he's like, "I see you like 12 times a day. You are everywhere in my news feed. I get emails from you. You must be the best internet marketer on the planet." And I was like, "This is going to be the easiest negotiation in my entire life because he knows exactly who I am." Right? As opposed to me coming to him and trying to explain who I was. Right? And so it's like, as you're doing stuff actively in the marketplace, people will start seeing that and become aware of you. Right? And that's how you start rising to the top. I get people all the time that message me like, "Hey, can I speak at Funnel Hacking Live?" I'm like, "I don't know who you are." Like, "I'm the best speaker. Here's my speaker," blah, blah, blah. I'm like, "I don't know who you are." Right? But check this out. McCall Jones, who I think is on here, or she was on here earlier, right? McCall, she showed up on Funnel Hacking Live. Then she does this thing, and then she starts publishing, and she starts doing everything, and I start seeing her everywhere. I see her energy and her excitement. I see how she's developing things. She's like using things she learned from me, but developing her own things, which was really cool. Because I'm like, "Oh, my gosh. She's a good student and she's doing things." And this whole thing starts happening, and I see her in my feed. I see her all the time. And my friends start talking about her, and then Monica, who's on this as well. Monica messaged me. There's McCall right there. Yeah. What's up? And Monica messaged me, "You know McCall? You got to..." And so, her friends are calling me and telling me to listen and stuff. And soon, I'm watching everything she's doing. And I'm like, "Oh, my gosh, I'm impressed." I start podcasts. How many... Once or twice I talked about you on the podcast before we even met officially. I'm like, "This girl McCall keeps showing up. She's doing these cool things." And on Funnel Hacking Live, I'm like, "Who should speak on Funnel Hacking Live?" I'm like, "There's this girl who's never spoken on stage before. Right? She's never... Doesn't like, 'Here's my speaker reel. I've got a perfect presentation.'" But I'm seeing that. I was like, "She'd be like the perfect person to come on stage and, and speak." And so anyway... Hey, McCall. What's up? McCall Jones: Thank you. Wow, that's so nice. I'm just hyping you up, over here reacting to all of your stuff, so hey. Funnel Hacking Live. Woo hoo! Russell: All right. But conceptually, you guys, it make sense. If you want to get into, they call it the good old boys club. Like, "How do I get in the good old boys club?" It's the way you get into it is you have to infiltrate it. And it starts finding people at your own level and start playing the game, start moving forward, start making noise, start doing stuff, and then people are going to start seeing you and start becoming aware of you. Learn more about your ad choices. Visit megaphone.fm/adchoices

See if your question got answered live! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- Russell Brunson: What's up everyone. This is Russell. Welcome back to the Marketing Secrets Podcast. I'm back with Josh today. And do I tell them what today's episode is, this is a really fun one? Josh Forti: Yeah. Today guys, we're doing rapid fire. We went to the community. We asked a bunch of different questions and by the way, we have like so many more to go over. So like, hey, just keep coming in, which is awesome. But it's a rapid fire Q and A with Russell to kind of bring out a side of Russell that maybe, maybe we don't get to see as much by asking just a bunch of rapid fire questions. Russell: There's some cool questions there. I think you guys going to enjoy. I think there's something for everybody. So listen, take notes. And next time we ask you for some questions, make sure you submit them maybe you'll get answered live. Josh: And called out. We called out some people. Russell: It's true. Maybe you got called out. You should pay attention. Anyway, thanks Josh. This was a fun episode, with that said, let’s queue up the theme song and we'll get right back with some Q and As. Josh: All right. So this one I want to do a little bit different, kind of phase three here as we go through this is I went and ask community bunch of different questions and there's so many different ones. I've got screenshots on screenshots on screenshots of, on Facebook, on Instagram and kind of things like that. And so I thought it would be cool to go through and do a rapid fire style where we hit you with a bunch of different questions. And there's a lot of similarities, like underlying actual questions at what it is. But a lot of it is people they want to understand your thought process. They want to understand how you run certain things or how you do certain things or whatever. And so what I thought would be cool is I have enough questions to where we could literally do one a minute for the next couple hours. So take as much time as you want or need to go through this. But I think if we just went through and did like a rapid fire of like, all right, start here and then go through and do this, I think that'd be super beneficial. And I think it'd be a unique creative thing that we could try and see how people like it, sound good? Russell: That'd be fun. Let's do it. Josh: All right. So the first question is, and I think this kind of... It's interesting, I think this ties into both of our previous topics that we covered and talked about, whether it be podcasting and finding your voice there or funnels and figuring that all out is like... The question got asked probably three or four different times, some variation of like, what do you do when you don't know what you want to do yet, like when you haven't found that voice? And you're like, because I think... For me, it's interesting. I actually found my voice before I found my product, right? And I think a lot of people figure out what they are going to sell before they find their voice. And so for me it was a little bit easier because I had all these followers before I was ever selling anything and I was super broke and then I found dotcom secrets and it was like, "Oh my gosh, this is amazing." I literally went from making like $25,000 a year to like $250,000 a year and like one year. It was amazing because I just added it too. But a lot of people, they really struggle with like, "Okay, cool, I get all these things conceptually. I know I need a funnel and I know I need a value ad. I know I need a community and a following and raving fans. And I get all the things, but I don't know mine yet. I don't know the thing. And so when you're doing that, like what's the thing that you do or what advice would you give people to fix that problem of, or what things should they be focused on when they haven't found their voice yet? Russell: I'd say there's two directions on this, and both of them are correct. It's just depends on who you are. Number one, if you are a visionary, if you do the DISC profile, and you're a high I, you want to be the person that's there; the biggest key is not to wait. If I would've waited four click funnels and funnels, I never would've got here. I just started creating stuff that was bad like potato guns, zip brander, or forum fortunes. All these things that didn't work or I made very little money. No one's ever heard of, but I did 150 funnels before I was ever like, "I'm the funnel guy. I'm going to fun... I go on teach..." I started getting into funnels and then we built funnel software, but it was man 14 years and 150 funnels before I figure that out. But if I wouldn't have been in motion, I never would've found that. So if you are a creator and you know that's your calling, just start moving forward and find out what you're passionate about. If I was starting today, I would be into bio hacking, I'd be into nutrition. I'd be into those are the things I'm really geeking out about now in my life. So I'd be running that direction. I don't know what the opportunity's going to be, but I'm going to do something or I'm going to nothing… And then eventually I feel like God, as we start moving in a direction, like conscious I'm moving this direction, trying to figure this out; He will give us little ideas. He'll give us impressions and ideas. And He's trying to see like, "If I give Russell's idea, is he going to be good steward to this idea or not? And if I take it and I implement it, He's like, oh, he's a good steward of little thing, let me give him some more. Let me give him some more." And then 14 years later, He is like, "Okay, now I know he's worthy of this. Let me give him the big idea." But He's checking it. And if you get the idea, you're like, "Oh, I'm scared. I get fearful, whatever." And you don't do it, He's not going to give you the next one. He's like, "Oh, he's not a good steward of ideas." And He gives idea to somebody else. It's why, how many times you are like, "I had an idea for that, but so, and so did this." Because you weren’t a good steward of the idea when it showed up. So that's the one thing it's like moving forward. The second thing is that some of you guys, you're not the visionary person and that's okay. There's 450 people who work at ClickFunnels who aren't the visionary person. And if it wasn't for all of them, I'd be screwed. There are people that are my number twos that are my psychics that are helping me support it and they can buy into my vision. In fact, I remember Leon who designs all my slides for me. He's one of the most amazing people in the world. And he was out here in Boise one day and he's a quiet guy, just more reserved and he's got to leave for the airport. And he pulled me aside, he said, "I want to talk to you real quick." And I was like, "Yeah, what's going on?" And he said, he's like, "I've decided that my mission in life is to help you to get your word out to the world." I got chills and I was like, "Oh my gosh. Thank you." It was such a cool thing. And I was like... And I got it. He's got this skillset. He's not going to be on stage doing the things and doing podcasts and stuff, man, without him, I couldn't do what I'm doing. So being a supporting role is huge. So find a vision you do believe in. If you're like... I think Dave Asprey in the bio... and the bulletproof movement is the thing, go get a job from them, go work for them, go work for free, whatever. It's like, go figure out how you can be close to that person and help bolster. It's like, I'm hoping that everyone believes in something. Figure out something you believe in, you're passionate about and go be a supporter of that. Your vision is not to be something you created. It's just something you're supporting and you're helping to move forward. And so that'd be my two advice, depending on which side you fall on. If you're not sure, just start running. Josh: Love it. Russell: See what happens. Josh: Love it. That's awesome. And I think that's really, really cool. My current assistant, I've cycled through a couple of assistants now and I finally have one and she's amazing. And she's just like, "I came into your company thinking that this is what you needed." And I was like, "Yeah, because that's what I told you I needed. But I had no idea what I needed." And she's like, "What you actually needed is this." And I'm like- Russell: "I need you to tell me what I need." Josh: ... right. I was like, "Are you going to leave me now?" She's like, "No, I believe in you. And I believe in your vision. I know what you're trying to accomplish. You didn't realize this is what you needed but I believe in you." And I'm like, "Huh, that is a relief." If you can find that person, that's lucky. Next thing kind of goes along with this another rapid fire one is, as you're going through and you are figuring out all these different things and testing through your things, how do you make it to where you're not confusing your audience and to where they don't feel you're just a mess, that's everything is everywhere? You're trying all these different things. You're throwing things at the wall. Is that just something that people are just going to leave and just be upset just because, or is that like, is there ways to minimize that and communicate to your community that you don't know what you're doing, but that this is the vision. This is what we're going. I'm just trying a bunch of different things. Is there a way to do that well? Russell: Yeah. I think a couple things, number one is understanding that until you really dial that in, it's going to be hard to get a huge following anyway. Like the other day I was searching my name with someone else's name that I did a deal with 20 years ago and it pulled up the Google results and there was like, "Oh, I was so embarrassed." Anyway, it was bad. But guess what? Those people are all gone now. They left. They're are not even aware what happened. They don't know who I am. Most people are like, "Russell I've been following you since the beginning. Ever since you guys launched Funnel Hacking Live." I was like, "Oh, I was in business 15 years before the first Funnel Hacking Live." "I followed you all the way back from Micro Continuity." I was like, "That was a long time ago, I was in business nine years before Micro Continuity." Most people... Just understanding the people are going to be... When you figure out the thing, it's going to be a whole new group of people. And so it's not stressing too much about that, but at the same time, it's like, it's helping people understand like, I'm experimenting. I call it marketing experiments or like I used to call mine dotcom secrets labs before I wrote the book and anything it's like, I'm practicing these principles. So I would like study SEO and talk about like, "Oh." And I'd sell SEO courses for other people because I’m learning from this person to understand SEO. I'm over here and I'm in a laboratory testing these things out. This is what I'm actually doing. And there's a lot of value in that because you're becoming in proxy the person and sometimes you can cut through stuff that's working and not working, you can get direct access to people that they can. So just helping them understand like, my end goal is I want to be... Again, if I was going to bio hacking world right now, my end goal is I want to be healthier. So for example, this is my live mushroom GTS root beer. It's literally my favorite thing. I get twice a day. It's from Whole Foods. It's got Reishi, Chaga, and Turkey Tail. The actual fruiting bodies of the mushrooms in here blended into this root beer. It tastes like root beer my grandma used to make, I love it. I'm obsessed with it. So I could be like, "This thing's amazing. I'm excited about it. And this is why, and this is why I did the study and this is why I'm doing it." I could probably sell a crap ton of these right now. And then I could find out something else like Anthony DiClementi, he's got this thing. And I'm like, "I can be excited. I'm testing it. I bought his newsletter. I bought his membership site." And so it's just like you as the, I'm like a reporter, who's testing these things out in the beginning until you figure out what your thing is and you can really dial it. Maybe I become the mushroom dude who sells mushroom root beer. I don't know, but anyway. Josh: Please stick with funnels. We need you in that lane more. Is it good? All right. Cool. Next question we got here is, do you ever struggle with scarcity and being in scarcity mode even after you've made... Had all the success and as much money as you you've made, do you still struggle with being in scarcity mode or have you evolved past that? Russell: I don't struggle with scarcity. I have a lot of my own issues for sure. And it's funny because every time someone launches the next click funnels killer, it annoys me. But then I'm like, "You know what? First off they're not going to... I'm willing to outwork all of them and so I'm not worried that way." Number two, competition drives me, which is really, really good. And number three, actually, Annie Grace messaged me this a little while ago. She was talking about her business and all these people who were competing and she felt they were leading her people astray. And I was like, "I get that." And I said, "The thing that's most comforting to me is actually a Bible scripture where Jesus Christ said, my sheep will hear my voice and they'll follow me." That's not direct translation, but basically that's just like, my sheep will hear my voice. And I believe that's something that was true for him. But I think it's true for all of us. It's a universal principle. And so what I understand is like, I'm going to go out there. I'm going to be Russell. The best Russell I can be. And a lot of people are not going to follow me. They're going to understand that person better or whatever. Like some other product better, but my sheep are going to hear my voice and they're going to follow me. I'm going to attract the right people and they're going to come to Funnel Hacking Live, and they're going to use my platform. They're going to be exciting. And those are the people I've been called to serve. I am not called to serve the people who are going to go and go somewhere else. Or they don't resonate my message or with me or whatever. And I got to be okay with that because my sheep will hear my voice. And that's my belief that helps me to not be scared of scarcity, because I don't want those people anyway. I want my sheep to follow me and I'm going to help them. I'm going to serve them. Because that's what I've been called to serve. Josh: That's awesome. That's super cool. All right, next one here is actually from Parker Woodward, shout out Parker. Russell: Yeah, Parker. Josh: He says, "How do you know what positions to put members of your team in so they personally thrive?" Russell: Man, I cannot tell you, just you know Parker, this is a constant thing. So if you read the book Good To Great, one thing he talks about is like finding the right people and then putting them on the right seats on the bus. And those are two different activities. And sometimes you nail it. You're like, "Got the right person. They're on the right seat on the bus. And it's awesome." So many times in my company, I find someone who's amazing and we put them in a thing and it's like, "Oh, they don't fit there." And you move around four or five times like, "This person sucks at their job. They're horrible." And it's not actually true. It's horrible. The problem is you have the right person in the wrong seat on the bus. You get them the right seat and then they thrive. And so it's understanding that and really defining it of like, "What are the seats initially?" Because I think that's... You had this with your system. I don't really know what the seat is. I just know I need help. And I'm drowning, what that is, right? Josh: Yeah. Russell: You or someone around you understands like, this is where I'm hurting, this is what I'm struggling and they can define the seat, then it’s easy to find the right person, or you find somebody like knows the right person. And then having them like working with them, being okay like, "We may have to try a couple seats so we figure out, I know you're the right cultural fit. I know you're the right person, the right work ethic." But I don't know what the skillset is yet. Maybe they don't know yet either. And as soon as you're able to figure out what their unique ability is, then you put in the right spot and then they can thrive. And so it's a two step process. Josh: Interesting. All right. This one's from Braden. He says, "What are the biggest beliefs fundamentally that you had to shift early on in your life or career that you believe are required to get to $100 million and beyond?" Russell: It's funny you think it's like belief that some marketing principles. So I found out every tier, so me to get to a million dollars, I was trying to get a million dollars in the calendar year. It took me three years in row. I missed it by like 20 grand, three years in a row, I couldn't do it. And it was totally like a mental block. I didn't believe that I could do it for some reason. And after I did the first time it was like, "Oh." Then it was easy. And then 10 million was my next mental block. I missed it first year, second year we got, and then... So it's there's these mental blocks where I don't know if it's we don't believe in ourselves. We don't believe in, that we're worth. I don't know if it's, we don't believe worthy of it or we have the abilities of it, whatever. But the first thing is you got to believe in yourself. And that just comes with a lot of you doing things. Again, it comes back... We talked about earlier, like God gives you an idea. You're going to be a good steward of this idea. And the more often you take an idea and you run with it. Even if you fail, the more times you do that, the more you start trusting yourself. And that's a big part of it. Right now I can walk into a room where there's like, things are on fire and there's pure chaos, I have no idea what I'm going to go into it. I walk in knowing that the right idea's going to show up and I need it because I've done it so many times over and over and over and over and over again. I just know that it's going to happen. And I have belief in myself. That's the first thing. I honestly believe that the second thing, this comes back to the spiritual side of things, is that there's a purpose behind it. I struggled growing ClickFunnels because I thought that it was for Russell and Todd and our friends to make money. I thought that's what the business was, for probably the first three or four years. And it wasn't until I hired this coach who helped me see the connection between things. And she's just... Because I was always like, there's business and there's spiritual things. And God doesn't care right with my business because whatever. And she helped me bridge the gap. Like, "Do you see what's actually happening because this business..." She see people's lives are changed. All these kind of things. And she was the first person who said, "This is literally a calling that God gave you to do this." And as soon as I heard that and I felt it and I believed it, it changed everything for me. I was like, "This isn't just something Russell does as a hobby on the side to keep me busy till I die, this is what I was made for." I was made to do this, to inspire entrepreneurs, to change the world because each entrepreneur can do that. And when I heard that and I believed it, then it changed everything. It gave me permission like, "Okay, well then it's all my donkey Kong. I'm going to publish. I'm going to create, I'm going to write books. I'm going to do software. I'm going to do things." Because it wasn't just like money for money's sake. It was because this is the mission. This is the calling. I need to do it. And so it changed everything for me. So I think for you guys, that'd be the next thing is like, you got to be connected. Is this actually what God wants me doing? And if you believe that, you believe it's not just some side hobby, man it gives you the feel you need to grow row because now it's bigger than just you making money. Making money is so uninspiring. Changing the world because you were called to, at least, for me changed everything. Josh: That's super, super interesting. And so obviously, I've worked with Katie Richardson and tremendous mindset shifting things in there. And one of the things that I've learned just about mindset, what you said there is your brain, by default just runs. And so it will run with whatever program... Like 90% of your life is basically autopilot. You don't even realize that you're making the decision that you're making. So it's like, whatever program is there, that's how your life operates. And how you change that is not by changing this or all these different things, it's by literally reprogramming is changing belief. And so if you could actually just shift the belief, that's actually shifting the program. And so I think, for me, when I first got started in entrepreneurship, it was how do I hustle my way to success? It was freaking. I was at Gary Vaynerchuk working 18 hours a day. Let's go. And so I was like, "That's what I'm going to do." And it was like, Katie came in and was like, "Cool. That's the belief that you have and it's only going to get you so far." And then once you can replace that belief, that it's like, "Oh, you don't have to do that anymore, this is the way to do it." It was a real identity crisis. It was like, "But wait, no, I'm a hustler. I'm up to 4:00 in the morning, every single morning. You can't take that away from me." But then once the belief shifted, then it was like, "Oh, everything else in life shifted." It was like, "Okay, cool. Now I operate this way." And so that's super, super interesting that you say that because I feel like- Russell: If you look at like what I believe my only role is inside of ClickFunnels literally is for me to stand on stage, to write books, do podcasts, everything so I can get our customers to believe this will work for them. That's it. I know it works for them. But if I get them the tool and they don't believe this is going to work for them, it will not work for them. I get them to believe this works. I'm the head belief, cheerleader. That's all I'm actually doing is trying to take my... Whoever has the most certainty, any circumstance, any situation always wins. So when I come into something, I've got to come with more certainty than them and I've got to prove them I believe it can work and it can work for them. And if I can get them to believe it, then it'll happen. But that's the hardest thing is just the mental thing inside people's head. As soon as they believe it, you see it, because it's like, "Oh, they're struggling, struggling." And all of a sudden something happens, and I believe it'll work for them and holy cow, next thing they know they're Two Comma Club. It's weird. Because it makes sense. You're like, "No, it's just a process." Like, "No, it's a process, but your belief is your fuel and how you attack this thing one way or the other, 100% depends on if you believe is going to work." If I believe that if I write a book, a million people are going to buy it, I can go write a book. If I'm like, "I don't think anyone's going to buy it. What if they don't like it? What if..." I'll spend 25 years writing this book, it's never going to get done. The belief is everything. Josh: ... yeah. Garrett White talks about that with Warrior Way. He's like, "We tell people this isn't the only way, this is A way." And I was talking with my students the other day, I was like, "Hey guys, how many different ways are there to grow your business?" And they're like, "I don't know, thousands of them." I'm like, "Sweet, what's the way you grow their business?" And they're like, "Funnels." Like without even thinking about it. And it was like, "See what Russell did there." He convinced me… Russell: And that took me seven years of preaching consistently to get the market and get people to believe that. But it wasn't that… yeah. It's interesting. Josh: All right. The next question here, and this comes up... I mean this probably came up probably more than anything outside of funnels was how do you manage the relationship with your family and the balance between work and family? Because this is something I think a lot of people struggle with. I didn't even realize that this was a thing until I got married and then I got married and I was like, "Oh, I'm experiencing a little bit of this." And I'm like, I can't imagine like then kids and then being around. So how do you balance your work and your family and overwhelm and burn out and like... I mean there's limited amounts and it seems you can do everything Russell, like cause you’re everything over there. So how do you balance that with your family and the work life balance of that? Russell: That's a great question. I get asked that a lot, which is interesting. I think a lot of people... Well I think the big problem is most people who are doing what I do, they have... The area of life they’re the entrepreneur, they're killing it, and then the rest of their life's a wreck. Or they just don't talk about the rest of life. No one knows. And so anyway, a couple things is number one, Charfen had us do like a time study before. You ever heard of that before? Josh: Yeah. They were the worst. I hate them so much. Russell: So annoying. Yeah I did it for like three minutes, I was like, "I want to die." But you basically sit down and you start every 15 minutes, you're like, write down what you're doing during the day and really quick you realize, "Oh I'm only actually working two hours a day." And I think the average employee, I think is in two hours and eight hour days is actual productive work, the rest is… Josh: Yeah, something like that. It's super low. Russell: So the first thing is just by default, this is comes from me being a wrestler, right? As a wrestler, we have two hour practice. We got the limited time and I wanted to be the best. So I had to cram as much actual stuff in those small windows as humanly possible. And you know when you're an entrepreneur, you're going on a trip and it's like, "My plane leaves at 2:00, but I got an hour and a half to work." In the hour and a half, you'll get more done than an entire day typically. And so I trick my mind that all the time. So if you look at like a typical eight hour day, like I'm coming in from usually from 9:30, till 5:00, it's like my window that I'm here at the office. When I'm here, I'm super present. But what I do in that window of time is what most people do in a week. Because I don't... People always ask me, "Hey Russell, can I take you to lunch?" I'm like, "You have the luxury of lunch. I've not eaten lunch in, I don't know, decade and a half, I'm working. I quit Uber eats. I keep working. It shows up, I'm eating it. And I keep going." I don't waste time for that crap. I'm in the zone and I'm working and I'm not doodling and texting in a million different things. When I'm doing something, I'm doing the thing. I was up this morning from 5:30, till 7:00, I was writing copy for the new offer. And like, that's what I did by myself. Cranked it out. Seven o'clock, boom, I hear Nora talking, hear the kids getting up. And then I break my presence at the thing and I leave and from 7:00 to like 8:30 ish, I'm a dad. And so I take high school kids in school. I come back and I pick up Nora and I play with her a little bit. And then I get her fed and then Collette's getting her dressed and stuff and I go wake up Aiden and then me and Aiden are hanging out. We're talking about the day. And then Collette takes Ellie to school. Aiden's there. I get in the shower. I get dressed. And by nine o'clock I'm ready to go. And I jump in my car. I come here and then boom, I'm in Russell, like I'm entrepreneur mode and from 9:30 ish till 5;00 I'm here. I'm cranking. My days blocked out. I know everything I got to do during the day. I got a to-do list. I got schedule. Everything's blocked out. I knew from 9:00 to 10:30, me and you were here and I'm present. I'm not looking at 1000... We're here doing the thing, it's going to be done. And then at 10:30, I know exactly what I'm doing. As soon as we're done, I'm not sitting around for 30 minutes, like what should I do next. I know what's going to be happening and I'm going, I'm doing the thing. And so my days are like that. So boom, boom, boom, by the time I get to the end of the day, it's like, "Oh, I got a lot of done today. This is amazing." And then I go home. And when I walk through the door from my car in the garage to the door, I send... Before I walk to the door I stop. And I'm like, "Okay, I got to literally stop for a second." I'm like, I'm getting dad mode. I'm getting husband mode. And I get done and I walk through the door and I'm now a dad and husband. I'm not an entrepreneur. And I go, literally go to every one of my kids in the house. My love language is physical touch. I go give each a hug. I go give my wife a hug. And then I'm there. And from that time I'm dad till 9:00 and then from 9:00 to 11:00 I'm husband and 11 o'clock I'm in bed waiting for the next day. And so it's just, I'm really good at chunking time. And I'm not perfect. Some days I'll get depressed or I'll get tired or burned out or whatever, and I don't hit it. But for the most part, I would say I'm pretty consistent in getting a lot of stuff done in the windows that I got. Josh: That's super, super interesting. Being present and being present at work, being present at home, that balance that once again, something Katie talked about a lot is just like, be fully present with where you are and then set boundaries. Having those clear for that Russell: You ask my wife too, I'm not perfect at it, but I try to let things bleed from thing to thing. I try that when I walk through the garage door at night that I'm done with work and I'm home and then, you know what I mean? Josh: Yeah. Russell: And I think that's what most people don't do is like, it all just mushes together where they're doing everything. So everything becomes done inefficiently. I was listening to Dan Kennedy actually yesterday. He's like, "Would you hire a doctor who is going to do surgery on you, and while he's doing surgery, he's watching YouTube video and he's eating something on the side?" He's like, "No, you want presence if you're going to hire someone." Same thing, if you want to build a funnel, you need your designer and everyone who's doing this to have laser focus. You don't want them doing these other things because you need their full attention and presence. Josh: That's awesome. This one's from Paul Vanblum He says, and I'm going to paraphrase this here because... But how do you modify your behavior? Which is, like maybe you've got this thing that you... I don't know, scroll Facebook too much and you just can't seem to quit. I'm sure that's not a problem for you, but how do you go through it actually change or modify behavior? Because it sounds like a lot of your life is routine. Is that true? You figure out the process that works and then you go until it needs to change. And then it's just you pick the next process. So how do you go through and modify behavior that you want to be able to change? Russell: That's a big section of the new book that's coming out someday in the future. So this is a reality is that the shorter versions if we're running close on time is understanding that we do things that meet our needs. And so we had to figure out, how are our needs being met? Talked about this at Funnel Hacking Live a little bit with Tony Robbins, Six Human Needs, right? Like if any... I wish I could geek out on this for like two hours. Maybe this would be the first topic for next time we do this. Josh: Yeah. I was going to say maybe we do that. Russell: That'd be fun. But there's six human needs and there's four needs of the body. And anytime three of the four needs of the body are met, it creates a physical addiction inside you. So if you're scrolling Facebook all day long, it's because it's meeting a need. Like you're getting certainty from it. You're getting significance from it. And you're probably getting love and connection from it. So three of your four needs are being met... And variety, all four of your needs are being met by scrolling Facebook. So it's creating a physical addiction. So for you to break that physical addiction, it's not going to be easy unless you replace it with another physical addiction that you enjoy more. So it's like I have to replacing that. I can't just just willpower it out and got this thing out and be gone. It's like, I'm trying to get my needs met somewhere. And so they're getting met there, I'm good. So I need to get met somewhere else to replace it. It's a lot of people get their needs met by eating. And so they keep eating, eating, and they want to lose weight and they can't lose weight because all their needs are met there. And so until they replace those needs somewhere else, they're going to keep defaulting to that. Again, we can geek on that for a long time, but that's the core root of it. Is it fulfills your need until you get those needs met somewhere else you're going to keep falling back to it over and over and over again. Josh: All right. Last two, super rapid fire questions. Number one. What is the top, the number one or... I'll give you top three, because number one's impossible. Top three books outside of your own that someone must read? Outside of your own because duh obviously is DotcomSecrets, Expert Secrets, and Traffic Secrets. Thinking bio... Russell: Oh, depends on which area of your life looking at. I just bought... I spent a... not a small, a pretty big fortune buying the Napoleon Hill thing. So I'm in the middle of this Napoleon Hill like Deep Dive. Can I give you my three best Napoleon Hill books because that’s all I got right now. Josh: There you go. All right, modify the question, three best Napoleon Hill books? Russell: Everything else seems like a distraction. So for me Outwitting the Devil is the best thing he's ever written. It is insanely good and very, very practical. Think and Grow Rich, I've been revisiting and like, oh, it's so good. And then the Laws of Success is not a book. It's a book series, which I now own. Oh my gosh. I don't know if I've even told you this yet. I think I showed you a quick picture, but- Josh: You showed me a video, yeah. Russell: ... The Laws of Success was published in 1928. I have his version that he wrote in 1925 before he sent it to the editors or publishers, first edition signed that he printed at a schoolhouse here in my possession. It's insane. Josh: I can't wait to visit your library bro. Oh my gosh. It's crazy. Russell: But those are the three. I would start with Outwitting the Devil because I'll make you fall in love with Napoleon Hill, then go Think and Grow Rich. And if you love that, then go into Laws of Success' it's like a longer form version of stuff, but it's... Ah, he's my favorite right now. Josh: All right, last question for you. And we all know the answer to this, but I thought it was a great last question to end on just to make sure in business, in marketing, in success for all of success, what's the number one skillset that someone must learn? Russell: Oh, persuasion. Josh: Persuasion. Russell: It's learning how to tell a story in a way that gets people to move. Because everything else, like I can outsource all the rest of it. But like I said, we're talking about creating the offer for the Magnetic Marketing. It's the story, the persuasion, the thing that's going to get people to move. And that... Because that weaves into your funnel, weaves into your email, like weaves into how you get your team to move. How you get your community. All the stuff comes down to that skillset of learning how to persuade people. Josh: Awesome. Well, Russell, I think that wraps it up. We'll see what the audience says. But that is a fun run. Russell: That was really fun, man. I appreciate that. This has been a good day. I woke up this morning working, have a ton of energy. This has been a lot of fun energy. I appreciate you appreciate it. And if you guys like these episodes like this, let us know and we'll do it again. This was kind of a test drive to see if you enjoyed it. Josh: Yeah, you got to let us know guys. Russell: And I had a lot of fun. So hopefully you did too. Josh: Was this was super fun. Yeah, man, for sure. It was good chatting with you and everybody go buy Russell stuff and ClickFunnels and all the things because it'll make you tons and tons of money and that's it. That's just the end of it. Russell: That’s the real reason we did this… I wanted you to pitch the stuff so I didn't have to awkwardly tell people to buy it. Thank you so much. Josh: Okay. Everybody go buy stuff right now. It is amazing. That's my pitch. The first thing you're going to get is you're going to get a change of belief. The second thing you're going to get is you're going to get, I don't know what it is, a step by step process of the marketing bible. The third thing you're going to get is increase the status because Russell will like you. Boom there's my pitch. Russell: Boom. What more do you want in life? Come on now. Josh: Yeah, you can't imagine. All right, Russell. Thank you so much, man. I appreciate your time and we'll talk to you soon. Russell: Awesome. Thank you too. Learn more about your ad choices. Visit megaphone.fm/adchoices

What is the future of funnels...? With meta-verse coming, what should we be focused on now!? Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- Russell Brunson: What's up everybody? This is Russell Brunson. I'm back with my co-host Josh Forti. How you doing, man? Josh Forti: I'm doing awesome, man. How are you? Russell: Doing so good. We just recorded a new episode for you guys. This one's all about funnels and I think it went in a different direction you thought it was going to go, didn't it? Josh: Yeah, it did, a little bit. It was super good. Russell: …because the question was like, "What is the next funnel? What's the thing?" And it wasn't a funnel thing, it was something different. So, I think this is an episode you guys can enjoy. Josh: It's tough. Russell: It's been so exciting for me, I literally woke up at 5:00 AM every morning this week because I'm geeking out on the thing that you're going to learn about. And hopefully, it'll help you guys with all your funnels, no matter if you're running a webinar funnel, or a book funnel, or a challenge funnel, or whatever, doesn't really matter. This principle, you can overlay on top of all of them and it'll make them all better. So, that said, should we queue up the theme song? Josh: Let's do it. Russell: Let's go. Josh: Now we got to move into.. I want to move into funnels, dude. This is a topic that continued to come up. So kind of a back story. When we're preparing for this episode, guys like, Russell hit me up and was like, "Do you want to do a podcast together?" And I was like, "Yeah, what do you want to do it on?" He's like, "I don't know, find something." And I'm like, "oh, all right." And so- Russell: "You tell me." Josh: I do what I all always do and I go to the community and I'm like, if the community tells me... I loved Poland's presentation at Funnel Hacking Live it's like, "Ask, go ask your community. What did they tell you?" And so, that's what we did. I went to my Facebook group and I went on my Instagram and luckily, I have a pretty engaged following that will give us lots of feedback back. And this theme that kept coming up was funnels. And obviously, this is your world. But it was interesting because I've been talking with several different higher level people that are like, "How are all the funnels, they made tens of millions of dollars or whatever?" And it's like, "This funnel's not really working anymore. This funnel's kind of working here. This type of funnel is working." And so there's like, I feel like we're in this phase of funnels are almost evolving, where it used to be that you could run an ad to a webinar and sell a 9.97 product, and make a million bucks, and high profit margins, and you can make it work. But I was talking to Dan Henry the other day and he's like, "Dude, I can't even make that work anymore." And he's like, "And I'm brilliant at ads." And like Sam Ovens, I was talking to him the other day- Russell: Dan Henry, "I know everything." I love Dan. Josh: And Sam Ovens was like, "Man, we're probably going to shut down our front-end $2,000 program and we're going to transition up and evolve the way we do funnels." And so, funnels are the thing, obviously. They're going to be around forever, they've been around forever, you popularized them. But I want to go and take this into two parts and see where this goes. But number one, what is the foundation of funnels? What are the things that like... it doesn't matter how it's executed, the funnel itself, this is the thing that works. Because I think a lot of people get confused that... Whenever I talk to a lot of my students that are building funnels, they're like, "Should I do this type or this?" And I'm like, "The core essence of funnels doesn't change," so what are the core essence of funnels? And then two, what is the future of what that looks like rolled out with technology? Because I mean, I know it's not here yet and one of the things we'll talk about, but- Russell: Metaverse. Josh: We got Metaverse. And my wife was like, "Oh my gosh, ask Russell. If I want to be able to walk into Metaverse and Russell's going to be right there being like, "'Hey, do you want to buy my funnel cake,' click this button and you go into a portal. Instead of another page, you enter a new world that is Russell's world, that'd be so cool." But let's start with the foundation of funnels. When someone is building a funnel, when they're looking at it, what are the core pieces that they're actually looking at? Take us back to the foundation of that because I think a lot of people miss that or forget. Russell: Yeah. So, I'll take you back in history back in time so back to my beginning. Think what example I have sitting here on my desk that I can show you. So, the core, the thing you have to understand why funnels are essential, and why they'll always be here, comes back to my favorite Dan Kennedy quote of all time which is, "Whoever can spend the most money to acquire customer wins." This is the foundation but... Everything else you have understand- Josh: Like 7,000 speakers at Funnel Hacking Live all said that. Russell: Yeah, because it's the thing. In fact, you'll see, if you look at the... And maybe we'll get into this. My next move, what's happening next year for me? I'm looking at this, all ties into that as well. Why did I buy Dan Kennedy's company? Why am I doing these things? And I'll show you it's literally to solve that exact same question. So, when I got started 20 years ago, people didn't have offers yet they just had a product. So, you would be... Just say a book, like, "Okay, here's my book," and I would just sell a product, and that was what I was selling. And it worked for a long time and then guess what? Everyone else is like, "Oh, dude's making money with this product, I can make a product," they make the same product. Now you got 10 people selling a product that's similar. And so, then it's harder to compete because now you're no longer a unique thing, you are a commodity. And anytime you're a commodity, the person with the lowest price always wins. So, as soon as everyone's doing it, you got to drop at the bottom and then you lose your margin and then life sucks because if you don't profit what's the point of what we're doing? So, there's the first phase. So, then the next phase is like, "Okay, well I got a product, everyone's got the same product but how do I turn this from a product into an offer?" That was the first evolution. It's like, "Hey, when you buy my book, you also get my book, but you're also going to get my video course, my audio course, and then my checklist and my..." And all of a sudden you make something truly unique again where it's like, not just a product, but this is my offer that's specific, unique to me, that nobody else has. So that was the next evolution. And we got really good then in making offers that were sexy. It's like, "Oh yeah, everyone's selling this, but mine, if you get mine, you also da da, da, da, these other things." Right? And that's where this whole offer development started happening. In my mind, probably 15 years ago is when this became the thing that we all focused on. And whoever had the best offer was going to win because ads didn't ship that much. It was just like you're competing so now you're competing with six different people or 10 different people. So because that, Google ads AdWords cost went up, because there's 20 people bidding on the same keyword versus just you, initially. Now you're coming in, you make a better offer. Then you get the lion share people buy from you because your offer is the best. That was kind the next phase. And then of course the market evolves. Everyone gets smart. Everyone starts making good offers. Now it's like, maybe they're unique offers, but they're all good offers. Now it's like the market's getting fragmented up again. And so this is where the evolution now of funnels started happening where... And it was before. We didn't have one click up-sales back in the day. But the first thing was like: you buy my potato gun DVD, fill in your credit card, you buy it. The next page, you're like, "Do you want the potato gun kit? Cool. Get your credit card back out and fill it out again." And they'd fill out all the credit card again. Josh: Dang. Russell: But even with that, there's no one-click up-sales, man, like 15, 20, 30% people would buy the second thing. And all of a sudden, I'm selling a potato gun DVD, but I'm making 200 bucks on the back of the kit and nobody else selling potato gun DVDs was doing. I could outspend them all. So even though costs me more per click, I was able to get all the clicks because I made way more money than anybody else. So I was able to dominate the market. And that was kind of the next phase. And what's interesting is that depending on the market you're in, depends on where this is. For example, I'm in a fun phase where I wanted some side projects. So I'm launching a couple supplement companies. The first supplement company launched is called Zooma Juice. It's a green drink company. And some of you guys know, I actually worked with Drew Canole and his team back in the day on Organifi, and helped them launch that when it first came out seven years ago, and helped him build an actual funnel. And what's interesting is because of that... The green drink market is sophisticated. I went and funnel hacked, probably, 30 green drink offers before we built Zooma Juice. And all of them have pretty advanced funnels. Everyone's doing the best practices pretty well. Second company that we are starting, I acquired a bone broth company. And so I took... Got bone broth company and went funnel hacked every bone broth offer. And that market's new. Nobody had a funnel, not one. They have an offer, they have a product, that's it. And I'm like, "I'm walking into virgin funnel territory." We’ll be the biggest bone broth company on the planet in like 30 days? Because there's nobody who understands any of what we're talking about. We'll outspend everybody 10 to 1 because we understand the funnel structure. So depending on what market you're in, some markets haven't even evolved to the funnels yet. Some have, that's exciting. If they have, it's like, "Cool. We got... We can funnel hack. We get good ideas of what's working." If it hasn't like, "Man, you can bring all the stuff we know into these markets and just dominate and destroy them all." It was funny, as we were buying, I was funnel hacking the bone broth offers, I was like, "There's literally not single upsell, order form bump, email sequence. Like nothing." I was just like, "This is like, oh, embarrassing. Almost too easy." That was next phase though. And then to your point, initially it was like... In fact, I remember 10 pre-click funnels. Almost every funnel was the same. It was a video sales letter order button order form upsell one, upsell two, down-sell, down-sell. Thank you, basically. That was what a funnel was. In fact, if you look at, before we launched ClickFunnels, the first T and C event, Ryan Dice and Perry, and they had this whole team event talk about, "Here's the funnel." And they had a funnel and there's only one. And it was just like, "This is the five steps of every funnel." And it fits. It was like trip wire. They had these five steps like trip wire, profit maximizer, and they five or six... They had a name for each page. And it was like, "This is the funnel." And in reality, that was the funnel. There weren't funnels. It was like, "This is a funnel. This is kind of the one." And at the time when I was writing The Dot Com Seekers book and we had been playing with different ones, but there wasn't a lot of this thing out there. Was just kind of like, for the most part, there was a funnel. After ClickFunnels came out and it gave people the ability to create things fast and start innovating, creating ideas, that. And then I was like writing all my ideas in the book and people are doing stuff. It started evolving quickly. Last seven years have evolved where now there's been like a million different funnel things come out, from webinar funnels, auto webinar funnels, high funnels, low ticket funnels, trip wires, SLOs VSLs, challenges, paid challenges, free challenges, challenges to a webinar challenges to high tickets, a webinar to high ticket. There's a billion variations that come from that which probably gets people overwhelming. And so this os what I want to tell them because, this kind of comes back to your first questions, what is it? The reality is, it's going to be shocking for most of you guys, what funnel type you use doesn't really matter. They all work. The thing that matters is the offer. You still have to make the sexiest offer. That's still the most important. We acquired Dan Kennedy's company and we're doing this merger. And like I've spent I podcast episode this morning driving to the office. I've been up every single morning at 5:00 AM because I'm so excited. Because we have a fun, we picked a funnel on structure, we have all of products. I spend a week every morning at 5:00 AM, from 5:00 till like 7:30, when my kids are getting up, in there writing the page for the copy and the offer, and then tweaking and tweaking. That's the thing. The sexiness of the offer that gets people in is the key. So I can get them in, I can use this to get them in a webinar, in a challenge, in a free plus shipping. It doesn't matter. It's like the offer is the thing that puts people in a momentum. And the thing that I'm selling, I could sell it in the webinar. I could sell it in the challenge. I like there's I could sell in all the different funnels. It would fit in all of them. I'm picking the one that I'm using because I think it's going to go... For like the launch campaign, it the one that'll probably get sells the fastest, but it'll work in all of them. And So it's understanding that, it's still coming to the core fundamentals. The funnel structure is the sales process. All of them will work. You just got to figure out better way to sell. Like that's the harder thing that people are missing. Josh: All right. So let's talk... I want to dive into that offer. When you say specifically here... Because I think, and this is just from coaching with a lot of people, the questions that I get asked when I talk about this type of stuff. You talk about the offers, the sexy thing, but how does the offer affect getting somebody to opt in? How does the offer affect my ad? How does the offer affect the training? I don't show my offer until the end after the whole thing. So how does that affect every other step of the funnel? Russell: Okay, great question. So if I can see one here. Right, sorry. I had all the examples here a second ago. Oh, well. I'll just tell you the story. So when Dan Kennedy started his newsletter, in the Dan Kennedy company, the newsletter's the foundation of everything. And we could do a whole podcast episode just on psychology of the original GKIC, when Bill Glazer was running it with Dan. But the newsletter- Josh: Sounds like a sexy topic. Russell: Yeah. It'd be really fun, actually. I love... In fact, it's funny because I spent so much time with Bill Glazer geeking out about. I knew their business really well. And when that they sold it the very first time people bought it and didn't understand the business. And I saw within weeks of them destroying the foundation, I was like, "You guys literally don't know what you bought. You should have asked some questions before you wrote a check that big anyway." But the core is the newsletter. And so I had a chance to go back in the archives. I literally... they gave me, "Here's Google drive. Everything's ever been created." So I'm like, "This is... It's insane." for nerdy Russell, everything Dan's ever said is in this drive. And most of it, no one's ever seen before, so I'm freaking out. But the newsletter started back in like 1995 ish. I was like 15 years old when it started and it was just a newsletter. That's all it was right. It's like a product. That's how they sold it. And from '95 till I think I was probably 23, 24. So, 2004, 2005 ish was when Bill Glazer bought out the company from Dan and kind of ran it, and then they launched it. Instead of a newsletter, they launched it as an offer. And the offer at the time... I still remember the day it happened because I got like 400 emails from my Yanik Silver and all the different gurus at the time. They all started emailing about this Dan Kennedy offer. And it was called the most incredible free gift ever. And in fact, internally in the company called the MIFGE offer, M-I-F-G-E, the most incredible free gift ever. And what it was, it was like, "Hey, when you sign up for magnetic marketing net letter, what you're going to get is you're going to get..." I think it's like, "$639.93 for the money making material from Dan Kennedy himself." So it was like, "We'll give you all this cool stuff when you sign up for the newsletter." And it was the bribe. It's kind of like, if you guys remember back in the day, sports illustrator. It's really hard to sell sports illustrated issues. So what they would do is they would have TV commercials were like, "Here's sports illustrator, 12 issues year about the best sports. When you sign up today, we're going to give you..." And then they had their version of the most incredible free gift offer. It was this huge football clock and the sports illustrator swimsuit issue. That was the MIFGE offer for sports illustrator. And so Dan had their... They had their MIFGE offer, and they went from having five or 600 subscribers at that time to... Bill built it up to over, I don't know, 10, 15, 20. I don't know how big it got it as peak, but 10,000 plus members. And it was because they took a newsletter and they made it an offer. And that's how they launched initially. And so the MIFGE is how they did it. Now, fast forward to Russell gets access to all this stuff. I'm like, "This is amazing." So I'm trying to sit... I sat down Monday morning. No, sorry. It was last Saturday. Saturday. I wanted to write... I didn't want to do all the pages in the offer. So I have some of my team do the upsells and down-sells. I was like, "The landing page, this is mine." I want to write because I want to make sure I get the offer right and everything. Because this is... everything hinges on this. The landing page is broken, nothing works. And so I went and I funnel hacked. I every newsletter, sales letter, I could find throughout time. I just went deep in my archives, way back machine. People I knew who publishing newsletters, looked at every variation of theirs for the last 10 years. I totally geeked out like Russell does. Funnel hacking. I want to understand how people are structuring their newsletter offers. Gore's got a ton of them. So I'm looking at tons of them and everyone I looked at, I come back to like the Dan Kennedy one I'm like this offers just not sexy. More like $630 of money making information sounded cool in 2003. But today, it's like every opt-in, people are giving a thousand dollars worth of free crap. It wasn't that sexy- Josh: Right. Inflation, baby. Oh my word. Russell: Yeah. And then I'm like, "Now my funnel nerds are going to go and they're going to sign for this newsletter, and they're going to get this newsletter from Dan. He's talking about direct mail and faxing. And they're going to be confused and they're going to cancel." I have this weird opportunity. I was like, "This is just not the right thing." And I was like, "How do I make this sexy excited? How do I get myself excited to email about it?" And then Dan's email. I got to get affiliates on board and other people. How do I make this sexy so that I can create the noise? So that when there's an ad, there's a good enough hook in the ad that people are going to click? Because if the ads like, "Old marketing, grumpy marketing genius is going to give you 300 or $639 money making material for free when you join this newsletter," no one's going to click on that. The hook sucks now. It was good in 2003, horrible in 2021. And so I'm like sitting there and I spent three hours just going to yourself. And I was like, no matter how I tried, the offer just didn't feel right. And I explain to other knight, I was like, "I know I wouldn't click and I know I wouldn't buy it. And I don't want to even email my list tell them about it because it's not that exciting. How do I structure this in a way that's going to be really exciting?" And so that the problem. This is where I got stuck at. Right. And then, after about three hours of it is when I had the light bulb, I was like, "Oh my gosh." So all of the current Dan Kennedy customers, they love Dan. They're obsessed with them. And actually, this is a fascinating step. You'll appreciate this. Have you read a thousand true fans? Josh: Yeah. I love that book. Russell: It was crazy. So Dan's company was sold initially like 10 years ago, from Bill Glazer sold it. In the last 10 years, they haven't bought a single ad. So that's the attrition of the company, that's been happening. And I'm acquiring it like, "Oh, let's buy some ads." But what's crazy is 10 years since they bought the last ad, there are almost, to a T, it's like 990 something active paid subscribers still on a newsletter a decade later, without any ads at all. A thousand true fans. Is that crazy? Josh: That's insane. Russell: Really? Josh: And you're one of those true fans because you bought the whole company. Russell: Yeah. I thought that was a fascinating side note. So anyway, that's crazy. Like Dan's people love Dan. They love him talking. If they want Dan, but they need funnels. And I'm like, I don't want to come and be the guy who acquires the company and just starts emailing his own offer. I need them to.. I need to indoctrinate them to want it. So it's like, they're going to read Dan's newsletter and how do I bridge that to ClickFunnels? And I'm like, my funnel nerds are going to read his newsletter and be like, "I don't understand. This isn't..." They need it. They don't know they want it yet. If I can indoctrinate them for a while, they'll be like, "Oh my gosh, I get this," but it's going to take a while for them to really respect it enough that they'll get it. I was the same way. First time I heard Kennedy, I was like, "This guy's old, boring, and doesn't relate to what I'm talking about." And after I went deep in, I was like, "Oh my gosh, everything he says is literal. He's handing gold nuggets out." And I was just like, I didn't notice them. Now I'm like, "Oh my gosh." And so I was like, "I need this bridge." And some people know, when I first joined the Kennedy world, we actually launched my first print newsletter right afterwards. It was called The Dot Com Seekers Journal. It morphed from The Dot Com Seekers Journal to eventually call it, The Dot Com Seekers Labs. And then it became a Funnel Report and then it became Funnel University. So I actually ran a print newsletter for 14 years. We shut it down two years ago, but 14 years I ran a print newsletter. Josh: Yeah. I remember when you shut it down actually. Russell: Yeah. And I loved it, but I just, anyway... There's reasons like the person who was publishing it, she had a baby and she retired and all these things. I was just like, "Ah. I'm, I'm focusing ClickFunnels. Don't even worry about this right now." So we shut it down. But I loved that part of it. And I was like, what if I create an offer where the concept, the story, the hook of this whole entire thing is like, "Russell bought Dan company and they're coming together to give you two things like the best foundational direct response in the world. Plus the best in the marketing, the cutting edge, the new things are happening. So you can have both sides. So you understand the foundation you need to be able to survive Facebook slapping you and all these things happening and media shifting and changing. But you also have like what's working today so you can capitalize on things in real time." What if we took those two worlds together? The baby. And so instead of just being like, "You're signing for the new, from the Dan Kennedy newsletter," what if it was like, "Dan Kennedy, Russell Brunson?" Two different newsletters. You get two newsletters for the price of one. I was like, "That's the offer. That's the hook. That's what gets affiliates excited, to get ads excited, everything gets excited around this offer." And then, every mornings at 5:00 in this morning, or 5:00 AM every morning this week, I woke up and I'm writing copy for this page of like, "Okay, here's the hook. They're coming in. And there's Dan and there's Russell." How these things are coming together. And the story behind that, how it worked and then the offer instead of just like, "Here's $697 worth of free stuff," it's like, "you get two newsletters. You get the best direct response, best of Russell, every two weeks." So you get one in the mail and then 14 days later, you get the next one. And you're getting both of these. You get the old and the new but you only pay one price. You get both for the price of one. And then you get all Dan's bonus, all Russell's bonuses. Now becomes this like insane offer where, now, it's like, "I'm excited to mail my list." We bought Dan's company, you get all my best stuff in this to get, and it's this combination. And then affiliates will be excited. It just... And maybe the hook bombs, I don't know. But it gave me the energy, just like, "Okay, now, this is exciting and sexy." And so I can turn that into webinar where it's just like, "Dan Kennedy and Russell Brunson coming together to literally blah, blah, blah, blah, whatever." Like, "Opt in here to find our webinar," and people would opt in because the story, the hook is exciting or I can do a challenge like, "The seven day challenge. Me and Dan are going to go through how to destroy your business and blah, blah, blah, blah, blah." And in the end, I'm selling a newsletter or it could be a VSL telling the story with a newsletter or could be... all of them work. The book is the secrets of story. Josh: Well, what it sounds like... Correct me if I'm wrong here, but it sounds like you just created this story about the offer. And now that you know what the offer is, and there's a reason that that came together and like, "That's what it is," now, you understand the story behind that. I'm trying to think of it like an analogy. For example, Disney world. That offer is so good. You're literally going into a different world that pretty much sells itself once you put it out there. And so once you have the story, once you have that idea around what the offer does and how it's unique and how it's it's own unique thing, then you can just take that and then it fills the rest of the funnel. Because everybody wants that thing because now the offer itself is so good. And I think one of the problems that I had, man, for so long is, I was trying to convince people that they wanted my thing be... Or convince people that they had this problem, and then that they wanted this thing, and then I would make them an offer on it. And they wouldn't get to... they wouldn't even know about the offer, or what the offer did, or like anything about it, until like forced or like right before the offer. And they'd be like, "And then I've got this offer? Boo." And because of that, there was no story around it. There's no congruency with it. And so then it was like, "Oh, I didn't even know. That's what I was here for." And then I would like try to sell them something and it wouldn't sell. And I feel like that's the problem that got solved right there, is like first you created the offer and the story around the offer and you made it sexy. And then that made everything else on the funnel super, super easy, because you were just pointing them back to that. Russell: Everything, the funnel plus all the ads. Because now the ads are fun. "Why Dan Kennedy came out of retirement? Dan Kennedy almost died. What's he doing today?" All a sudden, all these hooks that tie into that. "Why did Dan Kennedy partner with the owner ClickFunnels? Why did... Is it true that ClickFunnels was built off the back of all Dan Kennedy principles?" There's so many stories I can tell now that are hooks. That'll grab his people in or my people in or... And then the landing page. And then... It creates everything. And the people that the best in the world of this, and they also make the most money, is Agora. The good Gora publishing. They're selling newsletters. That's all they sell. Right. But every single time they have these insane stories like Porter Stan's got... I think maybe not still, but for like a decade and a half, the highest of all the Agora divisions. I think he'll do like 1.5 or 2 billion dollars a year. Like these are big divisions. Porter's letter one. And, the story was like, "The railroad across America." And it was talking about like, "The original railroad, how it happened and all the people made money along the way. And this is the next railroad that's being built. It's the digital highway and all this stuff." And that offer was selling a newsletter. But it's the story behind it that became this thing that built a billion dollar company. And they're good. They're so good at figuring out the story, those kind of things. And I think sometimes we're like, "Hey, I've created a course in the passed. You should create a course too. I made money. It's going to be awesome." And then like, "You should buy my course creating software or whatever." Like, "That's not the thing." We're so bad at telling stories. We brag about our result. We tell them making the same result and that's it. It's like, no, that's not the key. It's the story. It's the entry. It's the... We want to be entertained. We want to be courted. We want to be... that's the game we're playing in marketing. And so when you figure that out... The offer is actually sexy. And then why is that sexy? The sexiness is not just, "You get a bunch of crap." The sexiness is the story about like how this was created. Josh: Literally what it does that. Russell: That’s the fascinating part. Josh: Yeah. Yeah. Catherine Jones. One of her favorite things is, "When your stories become their stories, then your solutions become their solutions." and that's literally what this is. If you can tell them a story where they like it and they're like, "Oh my gosh, this is amazing," then, go and do it. So for example, Harry Potter world. The story, it... My wife freaking loves Harry Potter world. I mean, that was her thing. When we went down to Funnel Hacking Live, it was like, we were going to take a half a day just to go to Harry Potter world. So we showed up and then it was like, "Hey." Miles is like, "Dude, the buss is leaving for Harry Potter world." There wasn't much convincing that has to be done. The story is, "Oh my gosh, Harry Potter world's amazing. It's Harry Potter. I want it" She wanted that thing because of the story that was leading up to it. There was no, "What's Harry Potter world? Is it any good? What's this?" It's like, "No, it's Harry Potter world." And you're like, "Oh, okay. Yeah, I want it." That's like the story with that. So that's super, super interesting. So where do you see the future of funnels going? Because obviously there's a lot of changes coming with ClickFunnels and ClickFunnels 2.0, which, oh my gosh, I'm so excited. Gusting. Gusting hits me up. Probably... Dude, he probably hits me up once a week and is like, "Hey, guess what? ClickFunnel 2.0 is awesome. And you don't have it." And I'm like, "I heard you. Stop." Russell: He actually built out the magnetic marketing funnel hub right now for me, which is cool. Josh: So, yeah. So anyway, but what's the next evolution? And we don't have really have too much to talk about metaverse and where that goes. But we're entering this new world. I mean, the world is changing very, very, very rapidly. COVID is one of those things that we thought the internet was a big deal, and internet marketing was a big deal, pre-COVID, and then we watch zoom blow up by like 3000% or something like that. And they ruin zoom for us. But anyway, so where are things going that people should be paying attention to and going actually studying and understanding about the future of funnels? Because one of the things that I've been really, really focused on and we're kind of getting dialed in, is community funnels, Specifically, I think for me, one of the things that I've noticed is that it's very, very... It's getting increasingly harder to sell things unless you have a community that's tied with it. And so like for me, one of the things we're focusing on is how do we build funnels inside of our community where our community actually becomes part of the funnel? Which is kind of a cool concept. What do you see as those future things of where funnels are headed, where the big opportunities are going to be? What's the next add to webinar to a 9 97 course? You know what I'm saying? What's the future? Where we're heading? Russell: I hate to make it sound simple, but if I come back to the fundamentals we talked about the beginning of this call. Like Dan Kennedy, whoever can spend the most money to acquire customer wins. So you look at it through that lens. Went from a product, to an offer, to a funnel. And now with the funnel, I have more ways to make money. And then, from there, the next evolution was like from funnel to value ladder. Right now, it's like, I have a break even funnel and move people up a value ladder and that's how I may lose money or break even on my book funnel, but then my webinar funnel's going to make money or vice versa. Right? Josh: Right. Russell: That was the next phase. And I think, for me, where I'm playing because I'm trying to play for the next 10 years. How do I win this game? We're doing well. I want to.. How do I get a point where, Shopify, or Salesforce is like, "I want to write you a check for 20 billion because you're such annoyance." The way I'm going to do that, for me, is... and it comes back to why did I acquire Magnet Marketing? Why did I buy Brad Callin’s company? Why am I doing this? Because I'm not looking at breakeven funnels anymore. Breakeven funnels, awesome. I'm going one chair back or I'm building breakeven businesses. So magnetic marketing, the only gold magnetic is to break even. The entire company, the value ladder, the coaching, the everything. So every penny made side of magnetic marketing be dumped back into ads, want 100% of the profits dump back into ads. So this company's blowing up. And I get now all these things dumped into my value ladder for ClickFunnels. Like that's it. Voomly doing 40 million a year? Why do we acquire that company? Tons of lead flow. Now, right now there's... it was 10 million dollars a year net profit. All that money now is being dumped directly into lead flow as a breakeven business, to acquire customers for ClickFunnel. So I think it's going deeper. It's looking past... from product to offer, to funnel, to value ladder, to how do I buy or acquire or create something where the only goal of this entire business is just get customers for free that can put into here. And I thing, for me, that's the next level is just like that thought. Josh: You just blew my mind, dude. Holy cow. You're creating an ecosystem, but in a very specific way. It's interesting, as you just told that out, just, "First, it was this. Then, it was this." The thing before it didn't change. That's still part of it. Russell: It's both the same. Yeah. Josh: Right. But it's kind of that next evolution, that next piece of where that comes out. That's fascinating. I think a lot of people need to just really rewind that, go listen to that clip again and let your brain sit on that. Russell: That's how I'm playing the game. Yes. Hopefully I'm four step ahead everyone else, but I'm all for showing that with you guys. And so I just... Again, for everyone to start thinking that, because it's going to get harder. It's going to get more expensive. It's going to get more... We've seen that this year. Ad costs have gone up. It's not going to get cheap. It's not going to bounce back down and be cheaper. It's going to keep doing that. The people who only had a product back in the day are out of business. People only had an offer back in day, they're out of business. People don't have a funnel are out of a business. People don't have a value ladder out of a business. So it's just thinking ahead of that. Metaverse or whatever next step is, doesn't really matter. It's the principle still is the same for me. For 20 years, whoever can spend the most money to acquire customer wins. Josh: Wins. Russell: How do I do that in a way that serves the customers, brings them in and then... I'll end on this, because it back to what you said. And I did a podcast on this. It's in the facts I got from Dan Kennedy. After the company sold last time, he was super mad at the company that had jacked up his brand and his legacy and stuff. And so like he sent this 25 page facts, like all the things to do to fix it. And there's one paragraph where he said, "There's difference between why customers come in and why they stay." He said, "People think they're the same things." He's like, "No, no, they're different." Why they come in is because they see the hook of like, "Ooh, the scene." They come in from that. They stay for something different. And you have to understand that. So like I had my inner circle meeting, right. Everyone paid 50 grand to be in the room. We had a hundred entrepreneurs in the room and I told them. I said like, "Well, you guys all because you want to learn funnels from Russell." But I'm like, "The reason why you came is not why you were going to stay here. The reason I get sick year, after year, after year is because of the community." That's it. That's why I sat in Dan Kennedy rooms for six years of my life is because the community built and I wanted to be around these people. I came for Dan stuck for the community. And I think that you start understanding that, that's how you get these people to come in on a front end, but they stay and they buy over and over and they stay on continuity. They stick because it's like.. They come in from a hook, but they stay for the something different. And so really understanding that and then weaving everything you're doing like you're doing now with the community funnels, which is perfect. Josh: That's amazing. That's amazing. All right. Well I think that's a good ending point for that topic. Russell: There's episode number two of our hangout today, which was amazing. Learn more about your ad choices. Visit megaphone.fm/adchoices

With everything we have to do... does podcasting really make sense? Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- Russell Brunson: What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. We've got three special episodes for you. The first one, well, actually all three of them are with my guest host, Josh Forti. We're going to be breaking down some cool things. The first episode... What happened in the first episode? It was really good. Josh Forti: Yeah. We talked all about podcasting, why podcasting is important. Russell: Yeah, podcasting. So episode number one, we learned about podcasting, why we do it, how we do it, the reasons behind it, and a whole bunch of other things. If you haven't been doing a podcast yet, it's going to sell you on why you need to do one. If you have done one, it's going to show you guys why and how to amplify it, and why it's so important and how to find your best buyers from it. I hope you guys enjoy this episode. We'll cue up the theme song, and we'll be right back. What's up, everybody? Welcome back to the Marketing Secrets Podcast. Like I said today, the next actually couple episodes, I've got a guest host with me, which I'm pumped for. We actually did two podcasts. Well, technically, they were podcasts episodes for your podcast, right? Josh: Yeah. Russell: And I ripped them off for my podcast because they turned out so good. One is after the Atlas Shrugged book, Josh Forti flew out, and we did... How long? We went for... Josh: It was three and three and a half hours. Yeah. Russell: Three hours. Yeah. Josh: Three and a half hours, yeah. Russell: Going deep into Atlas Shrugged, which was really fascinating. I actually just reread it recently, so if you want to do Round Two, we should totally do that. And then, after I read Atwood and the devil book, I freaked out, and then Josh flew out and we did one there. So you guys who have been listening to the podcast are familiar with him and his voice. But I asked him, I love doing the podcast, but sometimes I fall behind, and my brother who does our podcast settings, "Russell, any episode today?" I'm like, "Huh." I don't even know what to think. I want someone to help come up with ideas so it's not just me. And so Josh went out to the community, asked a bunch of questions and the next couple episodes are going to be some fun conversations. So I'm pumped, man. And thank you for doing this. I know this you're doing this pro bono to hang out and just to help me out, so I appreciate that. And I'm excited to find out what people want to know about. Josh: Yeah, for sure. I love podcasting. That's my life. If I could do one thing, it would just be, have a show that we just talk all the time. So this is fun for me. It's like asking you to come hang out and geek out about funnels. So I'm super excited, though. It's going to be super cool, and dive in further, and pick your brain, and open up a new world that I don't think a lot of people get to see. Russell: Yeah. It's interesting, because I feel that when it's me doing my own podcast, I pick a topic, I go into it. But it's fun when... Yesterday I had a chance to speak at a virtual event thing, and I did my thing and in the end people ask questions. It just opens up a different side that you don't normally do. And so I don't do a lot of Q&A stuff. So I'm excited to... Josh: Yeah. It's interesting. Russell: And maybe this is the only time we do this. Maybe it's a huge train wreck, and this is the only time it happens. Or maybe it becomes a thing. We'll find out. Josh: We'll try to make it not a train wreck. We'll try. We'll do our very best. I think one of the big things though that I want to start with and kick this whole thing off is why you spend so much time with podcasting. Because here's the thing, man. You're rich. We all know it. You don't have to do this. You have this company that you could. We all learned at funnel hacking live, you turned down a billion dollar offer, so clearly you're not doing this for the money. And you've got a company. You've got a team. You've got all these resources. You could spend money on ads. You could do whatever it is that you want. Yet, somehow you are calling me up and are like, "Dude, I need to do podcasts." And to somebody who gets it, and I get it. I have a podcast. I dedicate time when it doesn't make sense. I put money into a podcast that doesn't make sense. On paper, I get and I understand content and putting it out there, and I've never been at your level either. I don't think a lot of people understand. Why do you do it, dude? Why a podcast? And why are you investing so much of the time that you have now, which is limited, I'm sure? There's a lot of people trying for your attention. Why a podcast? And why is that such a core, fundamental piece that you actually spend so much time on, when you clearly don't have to? Russell: I could probably, in fact, I'll probably give you four or five reasons, because there's not just one reason. There's a lot of them. And I actually, I remember when podcasting started. I was at at Armand Morin's BigSeminar, and someone was on stage, Paul Collier was on stage. He's like, "There's this thing coming. It's going to be the greatest thing in the world. It's called podcasting. And you're going to put these things in your ears and listen to people talk." I remember, "That's the stupidest thing I've ever heard. No one will ever listen to that." I just didn't get it. He's like, "No, this is the future." And I remember because I was my roommate at the time was Josh Anderson, some of you may know Josh, and Josh went and bought every podcast domain he could think of. And I was like, "You're dumb. That's never going to happen." But I do remember, "Well, if I ever did a podcast, I'd call it the Marketing In Your Car Podcast, because when I drive my car, I could record it. And I remember thinking that. And I remember I bought, at the time, Marketing In Your Car, and I did nothing with it for, I don't know, eight or nine years. I just had it. In fact, I even paid someone to write an intro song for it. So if you ever go back to the first episodes, the first hundred-something episodes, there was this really... At the time it was so cool, and now it's corny, but there was this theme song that some guy wrote for me. And I had it for five years, this theme song, and I never used it because I was like, "I don't get podcasting." Then in my business life, we had grown up my company at the time. We had a hundred employees. And then, the long story you guys have heard before, is the company crashed. Everything fell around, and it went from a 20,000 square foot office to 2000 square foot office. I felt like an idiot. I was embarrassed. My status was at an all time low. I was weird. And for some reason in that season of my life, I had this impression, "You need to start podcasting and talk about marketing." And I was convinced at this time I was the worst marketer in the world, because I had just crashed my entire empire. I'm an idiot. I didn't want to, but I felt this impression like now it's time to start a podcast. So I literally, from the ashes of my business, started this podcast, and I had at that time a four or five minute drive to the office. Okay, I can be consistent with this. It's going to happen all the time. I'm going to do it. So I got my phone out, I clicked record, and I would literally just drive to my office and I would just talk about what we were trying to figure out. "All right. Today, we're going in the office and working on this new offer, and this is what we're thinking and da, da, da." And then the next steps were, "Oh, we launched the offer and it worked." Or it didn't work. So we tried this. It was just me documenting. It's funny. I heard Vaynerchuk talk about, "Document your journey." And I didn't know. That wasn't a thing at the time, but that's literally what I started doing. And it was nice, because it was something that was so easy. It was easy to be consistent with. I think if I would have had to do a podcast where, for me, if I had a studio and a microphone, all those things, I probably wouldn't have done it because I wouldn't have gotten enough momentum to stick with it. But it was easy. And at first the way we set it up, we couldn't track stats, so we had no idea if anyone was listening, which was a huge benefit. Because had I known how few people were listening, I probably wouldn't have kept doing it. But I just kept doing it and doing it, not really knowing what kind of return was going to happen. It's funny now. I had someone, about a year ago, go through and start from the very beginning and listen all the episodes. I was trying to get some notes and trying to remember. And it was cool, because they started coming back, reporting. He's like, "Did you know on this day you talked about why you thought anyone who wanted to build a company over 10 million dollars in sales was a moron? You should never try to grow company that big. And then over here you talked about, you're never going to hire an employee again." All my thoughts at the time, which have morphed and shifted obviously. But it's this cool thing where I have this record now of this journey from the ashes to ClickFunnels and beyond. So it's been very special for me. Josh: Okay. Sorry. I want to continue down that path, I want to interject right there. The reason I started a podcast is because, literally, you told me to. You didn't physically be like, "Josh, start a podcast." But all your books, all your content, you're like, "Publish, publish, publish, publish, publish." And I'm like, "Okay." And so it started on Facebook. It started on Facebook Live, and then it grew. And then my friend Daxy, he is like, "Dude, turn it into a podcast. Way more people would listen." All right. So I have, I don't know, four or five hundred episodes now on my podcast that I have done with you and all these different interviews or whatever. But what I tell people is, and this is true in all areas of my life, I'm so blatantly honest on my podcast. I don't filter or mince my words at all. Shocking. Russell: You're filtered on Facebook and Instagram, you're telling me? Josh: Just a little bit. But what's interesting is one of the things that you pointed out there was you have this document. You have this record of exactly where you were at at the time. And so for me, one of the things... And this is bigger than just podcasting. When you're just blatantly honest with yourself and where things are at, and you just turn on the microphone and you just talk, you actually can go back and you can watch your progress. And you can see. Oh man, when I was 26 years old, when this happened, this is what I thought about life, or this is what I thought about this particular topic, or this is what I was learning here. When I'm building a funnel or I'm building something that I knew I worked on in the past and I talked about it, I can literally go back, and I can remember the struggles. And I think it was you. It might have been. It might have not been you. It might have been Gary. I think it was you, though. You were like, "Imagine if Jeff Bezos would've documented every single day or every single week building Amazon." How much people would pay for that. That would be so epically cool. That's what it's like. So I totally understand what you're talking about there. I feel like people are embarrassed to start, they're embarrassed where they're at now. And so they don't want to put it out there. I'll never forget Liz Benny. Obviously, you know Liz. She's amazing. I had her on my podcast. This is probably a year and a half ago. And she's like, "Josh, I've watched you grow so much." And I'm like, "Really?" She's like, "Oh yeah." I'm like, "How do you know?" She's like, "Because I listen to your podcast." And it was like, "Oh, this is a long term thing." It was at that moment that I realized it. Russell: Uh huh. For sure. It's interesting because, if I haven't publicly talked much about this yet, but I've been acquiring old books. I just bought this whole, literally, library of Napoleon Hill books and stuff. And it's been so fascinating because I'm reading through and these are the records of these people and their beliefs and their thoughts. I've got old magazines from early 1900s, late 1800s. I'm reading. I found articles from Thomas Edison, who were in the publishing these. I'm reading this stuff and it's so cool. And one thing, this is Russell guilt. In the Mormon church one thing they always talk about is, you need to keep a journal, so that way your posterity has this thing. And I've never been good at keeping a journal. And what I started realizing as I'm going through all the Napoleon Hill stuff, I'm so grateful that they wrote these things down and they have this journal. And I started from that guilt again. And all of a sudden I was like, "Wait a minute. I don't have a journal, but I've been podcasting now for seven years." This is my record. This is, when I'm dead, my kids or my grandkids or my posterity or people, whoever it is. This is how they're going to learn about me and figure out who I was. And hopefully I shortcut them some trial and error. Here's the journey I went on, but here's what I figured out. I can help them. I think all of us are always talking about wanting to leave an impact. I think my podcast episodes, I'm hoping these are my journals. These are my records. This is like what I just bought from Napoleon Hill. I'm hoping that this becomes something for the future generations that they can build their businesses off and their ideas and their plans. Because my podcast is... It's a marketing podcast, but I don't talk about marketing most of the time. I talk about my family and my kids, and I'm learning, and my personal development and all the things. Marketing is just the hook I got people in, but it's my life record. It's my journal, which is cool too. Josh: Yeah, that is super cool. It's funny. Quick side note, we have to shut down this indifferent theory, because Apple.... Russell: Just spell it different. Josh: Yeah. Believe me. We've tried some things. I'm not trying to push against the biggest company in the world. So anyway, we have a new name. I'm not going to say it yet, but it's coming. But anyway, in the last just couple weeks, I've had to pause doing podcasts. And it's weird because what you said right there is, "I don't keep a journal." But I know that I do keep a journal via that exact same thing. And it was weird. I went to my wife literally two days ago. And I was like, "I need you to, to help me create a system for the short term to be able to document my thoughts because right now I'm not doing it. And I have so many things that we're going through right now." So I totally get that. But I feel like there's got to be more than that. There's got to be another reason besides just the documentation process for the podcast for you. Russell: For sure. That's the first thing. Again, I got four or five that run in my head, so I don't know what the order they'll come out in. But the next one is eventually I wrote a book. And people were like, "These books are so good. How do you know all these stories?" And for me, I have an idea, and the idea percolates in my head for a minute, and I got to tell someone. So usually first person I tell is usually the podcast. I'm thinking about this thing and I talk about it. And so I tell the story the first time. The first time it may not even be that fleshed out. Then I get to the office and I see Dave over there. Dave's excited. I'm like, "Dave, check this out." And I tell it to him again. And then I tell someone else. And then I'm doing an interview and I say it again. And I tell the story four or five, six times, and I get better and better at telling the story. And then when I'm at a seminar and I'm on stage and I'm talking. I have no idea which direction I'm going. All of a sudden, this thing will pop up my head. I've told that story six times three months ago, and it appears. I remember Tony Robbins told me this. He said, "When I go on stage, I have a plan, but the plan, it never goes to plan. I start talking." And then he's like, "These downloads just come from God or from the universe, and they just show up." And for me, as I started podcasting and telling these stories over and over and over again, that's exactly what happens now. When I need something, I'm in a situation, I'm coaching someone, I talking, I'm on an event or a stage or something. I need something often that just, it appears when I need it. And I think it's because I didn't just think about it and forget about it. I think about it. I tell it on a story. It's published. I tell someone else. And then when I write a book, I've told the story 400 times. I know the best way to tell the story now. I've seen what people laugh at, what they don't laugh at, how to do it the right way. In fact, it's interesting, my next book is a personal development book. I've struggled with that one, because I don't have a personal development podcast. And I haven't tested these stories, these principles or these theories. I've been stuck, as you know. I sent you the rough draft eight months ago, and I haven't written a word since then. Part of it is I haven't had a chance to flesh these things out. So it gives me idea to flush out my ideas is another one of them. Another one that's interesting... I don't know the exact stats, but I read it somewhere. I think I talked about on Traffic Secrets.I put it in there. But conceptually, they talked about people who are podcast listeners versus the rest of humanity. And I'm going to tell you about the stat, and I'll tell you how the practical application of that stat, which is really fascinating. So the stat was something like the average person who listens to the radio makes, I don't know, $60,000 a year. And whereas the average podcast listener makes $120,000 a year. So the people you are getting and acquiring, they are people with more spending power. They're more affluent people that are the kind of people who are trying to develop their brain, their minds, things like that. They're more likely to buy a course or software or a Mastermind or things like that, because they're the kind of people who aren't just listening to the radio to numb themselves. They're listening to audio to grow. That's the fascinating thing that you're getting a better caliber customer who are listening. Number two, you are getting them in their most intimate moments. When do you listen to a podcast? It's when I'm working out and I'm by myself and it's me and them, and I have their full attention. I'm not listening to a podcast where I'm writing an email or texting someone. Or I'm in the car driving. I'm getting access to their brains and their minds in their most intimate moments. But it's just me and them. Even video. Josh: It's not even like that on YouTube either. Russell: Yeah. I'll watch a YouTube video while I'm cooking dinner, while I'm doing five other things. Josh: That's super interesting. Russell: I don't listen to podcasts with my kids in the room, because they're going to ask me a question. They're going to mess it up. It's when I'm separate and it's just me and them and that's it. I have a different level of intimacy with the podcast people that I'm listening to. So the higher quality customers, better level of intimacy, and then the practical application. The first time I really got this, it was after I launched my Inner Circle the very first time. And again, it was funny, because I always told everybody I never money on my podcast. I’m doing this podcast, I'm not making any money from it… And as I did it for four or five years, and I launched my first version of my first version of my Inner Circle, and we had a point where we had about 33 people in it paying 25 grand. And I remember at one of the events, somebody asked, "How did you guys bump into Russell?" And all of them were like, "Oh, I saw something, but then I got on this podcast, and I listened to him every single day while I was working out for six months. And he kept talking about this Inner Circle and talking about this thing. He's going to get all these things." And it was fascinating. Almost everyone in the room, they didn't hear about my podcast. Podcast isn't good for lead gen. It's never. Josh: Yeah. It's horrible for lead gen. Russell: You can't just buy ads and blow up your podcast. But people find out about you. They plug in to your podcast. And the people who make that transition from, "I saw a book." "I saw an ad." "I saw something." And they make that transition where they actually get the phone out, subscribe, and then plug you in. Those become your best customers, your highest buyers. They're the best. And so the practical application is yes, by doing this podcast, I'm taking... And I talk about this in Expert Secrets. And actually my Inner Circle meeting last month, we talked a lot about this. We talked about creating a new opportunity versus an improvement offer. And for the most part you want to create new opportunities. That's what gets people in the door. And I told everyone, your value ladder should be this new opportunity. There's opportunity stacking. The back of the value ladder, there's one section that's saved for people with ambition. New opportunity is all about getting people who have a desire to come in. But people with ambition, and the percentage of your audience is small. The percentage of people who have true ambition, it might be 15 to 20%, maybe. Josh: Yeah. Russell: But those are your most ambition. I told them my Master, I didn't sell you guys new opportunity. Do you want to come to Boise and talk to other entrepreneurs? Or are you going to get better and stronger and smarter, all the ER words? You guys are the ones at the top of the value ladder. You are ambitious. So I'm not selling you new opportunity. I'm selling you guys improvement. And it's the hardest thing to sell, but it's what one tier of your audience wants. I feel like same thing, the people who are listening to your podcasts, these are the people who want improvement. These are the ambitious ones. They're not the tire kickers. And so it's the best way to convert people in their highest ticket backing things as well. Josh: Yeah. And I also think, one thing that's very important to point out, I think here, is the style slash type of podcast that you particularly create. Because I've studied a lot of different podcasts. Joe Rogan obviously is a big inspiration of mine when it just comes to creating content or whatever. But what's interesting is that the type of content that a Joe Rogan creates, or that even a Logan Paul or any of the bigger mainstream podcasts, oftentimes it's much more for entertainment. And Joe Rogan, I think, maybe is the blend between the two. But a lot of podcasts, they're not specifically for solving a very specific problem. And so what I always say about specifically the type of podcast that you create, you or Steve or whatever, your type of podcast is horrible for lead generation, but is amazing for lead education. It's because once they're in there, you have that. And what's interesting is one of the times that I listened to your podcast most... I'm going to let you guess. I'm sure you're not going to get it. But what do you think one of the times I listened to your podcast most? Russell: When you're driving somewhere in your car. Josh: That's a time. Yeah. But it's when I'm in pain. When I have a specific pain around my funnel, I will literally go, "Russell has this podcast. He's got all these episodes. I bet you he's talked about it." And so I'll literally go on my phone and I'll keyword search for different things. And I'll specifically go. There was one time I was listening to, it was something about a webinar or something, and you were talking about how you wrote your headlines and basically how you came up with your framework for it. And I remember you did that one time. And so I was struggling with it, and so I literally searched it and I did it. And so the type of podcast that you create, in my head there's two different ones. There's one for entertainment. And then there's one for education. And you create one specifically for education. And when you do that, that's the type of podcast or that's the type of content that literally goes and educates your member. And when you have that, a hundred percent, my top buyers, anybody that gives me top dollar for my stuff, they all listen to my podcast or have been on my podcast and I'll pull something out of it. They're always the ones that pay the most money. For sure. Russell: For sure. It's interesting too. And there's, as you said, a lot of formats. When I did mine, I did a short form for a couple reasons. Number one is it was my drive to the office, so that's how it started. But number two, I love Joe Rogan and I probably listen to one of his entire podcast ever. Josh: Oh my gosh. I probably listen to a hundred of them at least. Russell: And I get overwhelmed, because each one's four hours long and there's all these different people. Everyone keeps talking recently about the Jewel one. "It's the greatest thing in the world. You've got to listen to it." Four hours. I could get a whole audio book, the entire book done in four hours. Is that worth the investment? I don't ever want to dive into it, because it's so big. Whereas mine, again, someone's in the car and only got a 10 minute commute. Boom. Throw it in. They get an episode. And then what happens is they get hooked, and then they'll listen for four hours. So it's different though, because if Joe Rogan's were broken up into even 20 minute blocks, I would probably listen to all of them. Josh: YouTube Joe Rogan clips. It's Joe Rogan experience clips. And it's literally 20 minute episodes. Russell: Oh cool. Josh: So if you ever want to. Russell: That's probably what I would do. And I think it's interesting. And then also another nice thing about short form is people come in, they listen to one... And I get this all the time. People are like, "I got your podcast, listened to three or four episodes, and I loved it. So I started at the very beginning and I binge-listened to all of them." It happens all the time as well. Whereas Joe Rogan, you're not going to binge-listen because that's 65 years worth of content you're going to go through. Mine, they're short. I'm going to go to the beginning. And they start and they binge listen. And then they've gone through your journey with you. And by the time they show up, they know everything that you've ever said. And they're so much easier to work with if they've got that stuff. I think everyone needs... It's one of the things where you're not going to see a big return or not initially. But over time, if you're consistent with it, it's the best thing. And then obviously, I don't use my platform for this, but you do and I think it's brilliant. It gives you access to all these people. Whereas the interviewing people, you get access to people you can't otherwise. Josh: Doors open that you literally can't even understand simply because you're like, "Hey, I have a podcast and hey, I've got these couple other cool players on here. You want to come?" Alex Hormozi is coming on my podcast. I literally reached out to him, "I have a podcast." And a hundred percent, I'm going to admit something to you right now. I was like, "Hey, I had a podcast, and Russell's been on a couple times. You want to come on?" He's like, "I love Russell. Of course I'll come on your show." Russell: That's awesome. Josh: Crazy big doors that get open simply because you have a platform to be able to allow someone to use their voice as well. Russell: I remember, before Tony and I were super close, we met a couple times and stuff, but I remember he was doing some launch. I remember Lewis Howes and him did a big interview. And three or four people they interview sound so annoying. Why is Tony hanging out with these people and not me? And now all of a sudden, I had the ahas. "Lewis Howes has got a big podcast. Oh my gosh. Okay, I need to be able to offer my platform to him to get in that door and really build that relationship." And that's one of the powers of it too. You have a platform, now you've got ability to access people you can't otherwise. As you know. Josh: All right. Two rapid fire questions here really quick. Because I want to move on to the next topic to keep us on track. But number one, what's the Joe Rogan episode that you listened to all the way through? Do you remember which one it was? Russell: Oh, I do know. Yeah. And I actually hate that I listened this one. It was the Gary Vee one. Josh: Oh. Yeah. Russell: And the reason why I listened, because I want to be on Joe Rogan's podcast someday. And I want to see what Gary talked about because... As you know, Gary and I have a... He probably has idea who I am. Josh: You have a light beef. Russell: We've got an interesting relationship. He's not my... Anyway. I've got to make sure I'm the next internet marketer who actually does a better job. Josh: Okay. Two things on that. One, anybody listening, I'm going to do this, so don't take it, but I'll beat you to it. If you ever can get Russell Brunson on Joe Rogan, that's a great Dream 100 gift right there. That would be amazing. Secondly, I've listened to so many episode of Joe Rogan. One of my favorite ones is actually with Kanye. I know everyone thinks Kanye's an idiot. But if you can, that's five hours. It's insane. It's one of the most intense episodes I've ever listened to. But one that is a must-listen to, seriously one of the best podcast episodes ever done is his first interview with Elon Musk. If you ever get the chance, just sit down and listen to it. It's three or three and a half hours, but understanding that dude's mind, Elon Musk, you will not regret that three hours of your life. It was a fantastic episode. So that's the one. Russell: Very cool. Josh: Okay. Last thing here before we move on, are there any other points that we didn't cover about why someone should have a podcast? Wrap up, make your closing arguments around why somebody should go setup a podcast. Russell: The last one I'll say, and I quote Nathan Barry, actually, in Traffic Secrets. And I'll probably mess up the quote, but it was interesting. He talked about how... I think the title of the blog post I share is, You Got to Publish Long Enough to Get Noticed. And he talks about how for most of us there's so much content out nowadays. There's all these things. It's hard to know what's going to be good. 5,000 podcasts launched today. How many Netflix episodes, all sorts stuff. He says most of us find out about a good show at Season Two or Season Three, because of this, we waited to see, our friends talked about it. All of sudden it gets a breaking point where everyone's talking about it, and then you become this overnight success. It's interesting. He said you have to publish long enough to get noticed. And I think that's the biggest thing to understand. Especially most people who are getting started and they're so scared. "I'm going to look like an idiot." "They're all going to make fun of me." "I'm just a beginner." Blah, blah. All these different excuses. The good news is, at the very beginning, no one's listening. Josh: No one's listening. Russell: It doesn't matter. Just do it. This is your chance to actually find your voice and learn how to speak and tell stories, and all those things. No one's listening. And if you keep doing it, I tell people all the time, if you publish consistently for a year, that doesn't mean once a month for a year, daily for a year, or three, four times, five times a week consistently for year. Two things will happen. Number one, you'll find your voice. Number two, your audience will have a chance and have enough time to actually find you. And so it's going out there and just setting it up, the ROI. And I'm a big ROI. You look at my DiSC profile, my number one value is ROI. If I can't see the return on investment on something, it's hard for me to do. It's why I struggled in school. It's why I struggle in awkward conversations. Because I'm like, "What's the point of this?" I don't get it. Podcasting was hard, because I didn't know what the ROI was. And luckily again, I didn't see the stats for three years. Josh: Is that how long it was? It was three years? Russell: Yeah, before we figured out how to get the stats on it. Josh: That's crazy. Russell: But because of that, because I didn't know what the ROI was, and I was just hoping and praying with faith that it would be good. Now I see the ROI. Now it's important. Now I do it twice a week. Regardless, it happens in the queue, in the can because it's that important. Josh: If your number one thing is ROI and you figured out the podcast is worth it, guys, there's your selling point. Go start a podcast already. Russell: Got a podcast. Let's go. Josh: Honestly, it's amazing. And it's so much fun too. You learn so much about yourself. And I think the one thing I'll say about podcasting is you've got to really find your own unique style. I was listening to, I know you know Alex Becker, but Alex Becker is probably one of the biggest influencers in crypto right now. Just insane. One of my friends who got his NFT, and he's up a quarter million bucks in three months. Just insane stuff. One of the things that he said is right now in the industry, everybody is trying to become an influencer. And so he says, "I see all these people trying to model exactly what it is that I do." And he's like, "I have no problem with you guys doing that because I get it." At the beginning, you don't know your voice yet or whatever, but he's like, "You'll never be me." And I won't use the language that he used. But he's basically like, "There's only one me, so eventually model me, do whatever you need to do. But eventually go find your voice. Go find your own thing, because that's why people are going to watch you. I'm going to make sure that you're irrelevant if you try to model me long term." And so it's giving you that permission to model somebody at the beginning, but then, people are not going to listen to you if they can go listen to somebody else that has the exact same style. So it allows you to really be yourself when you give yourself permission to just try different things. And at the beginning, like you said, no one's listening. Russell: Yeah. It's funny talking about modeling. I talked about this yesterday on a call I was on. It's fascinating because people, they're trying to copy or model somebody because they're trying to get those people to attract the right audience. And Myron said, "You don't attract who you want, you attract who you are." And so if you're trying to be someone else, you're not going to... Because you want those customers. It's going to be weird. I remember when we launched ClickFunnels, I was trying to be like all the other internet marketing guys, because I thought I was competing against Ryan and Perry and Traffic & Conversion. So I was trying to be more corporatey businessy, like they were. Wait a minute. That's not me. I'm not going to wear a shirt and tie on stage. I'm not going to wear a suit jacket. I'm going to wear my t-shirts and jeans. And I'm going to talk about my family and God and wrestling and things I'm excited by. And I don't care about agency, not that I don't care agency, but I don't care about... I'm going to speak to the entrepreneur, because that's who I want. Wherein Ryan and Perry, literally, one of their Traffic & Conversions were, "This is less for the entrepreneur, more for your teams and your staff." It's crazy now because you look at the... I thought we were in the same market, but as soon as I leaned into who Russell was, it's separated. And it's not that one's better or worse. They're different, but if you go to Funnel Hacking Live, it’s my people. You're in the audience. Most of these people here are Christians, who are athletes, who've got kids, who are entrepreneurs, who are not doing this for the money, but doing it because they want to change the world. That's the overwhelming percentage of our audience. Not everyone. But as a whole we attract who we are. So lean into that, because otherwise you're going to attract people you don't like, and you're going to hate your life, and you're going to hate your business, you're going to hate your customers. But you put yourself out there, the people who do not resonate with you will leave on their own. You don't have to kick them out. They're be like, "Russell's annoying." I get people all the time, if I mention God on a podcast or anything, they're like, "If you're talking about God, I'm out." Sweet. All right. Bye. I'm good with that. I know people are like, "I don't believe in God, but I respect that you lean into it." They're cool too. But the people who are offended leave and the people who stick are the ones you want to hang out with anyway, because you attract who you are and not who you want to bring in. Josh: And I can talk about that topic super long, but I want to keep moving on the next piece here. Russell: That's it for the first episode then. Here with Josh on the Market Secrets Podcast. We're going to transition to the next one on the next episode. Learn more about your ad choices. Visit megaphone.fm/adchoices

Here's a quick breakdown of the cool things I witnessed at a recent fundraiser for my boys' wrestling team and how these salesmanship and marketing strategies can be applied to your business: 1. Building Rapport Quickly:   - The auctioneers started by sharing personal stories and jokes to build rapport with the audience, making them more receptive to the sales process. 2. Training the Audience to Buy:   - The auctioneers used a low-risk offer ($20 for a chance to win $500) to teach the audience how to bid. This technique, which I learned from Bill Glazer, is effective because it makes the audience comfortable with the buying process before asking them for larger purchases. 3. Creating Social Proof:   - The auctioneers had assistants in the audience who made noise and interacted with bidders, creating an energetic atmosphere. This approach heightened the perception of activity and demand, similar to how table rushes work at live events. 4. Identifying and Engaging Key Bidders:   - The assistants identified the most interested bidders and focused on them, encouraging higher bids through personal engagement and social pressure. 5. Leveraging Cross-Industry Strategies:   - By observing successful techniques in other industries, such as network marketing's car incentives, we can adapt and apply these methods to our own businesses. This practice, as taught by Jay Abraham, allows for innovative strategies to enhance sales and marketing efforts. For more insights and updates, follow me on Instagram @russellbrunson, text me at 208-231-3797, or join my newsletter at marketingsecrets.com. You can also connect with me on Clubhouse at ClubHouseWithRussell.com. Learn more about your ad choices. Visit megaphone.fm/adchoices