The Russell Brunson Show

Russell Brunson shares a vital marketing lesson from Dan Kennedy about the difference between why customers join a business (acquisition) and why they stay (retention). Brunson recounts discovering this insight in a confidential fax from Kennedy while reviewing archives of Magnetic Marketing, a company he acquired.Kennedy’s fax highlighted that the factors driving initial customer entry are almost never the same as those that keep them engaged over time. For instance, many join Brunson’s Inner Circle to learn directly from him but stay because of the community and relationships they build. This led to the rebranding of his Inner Circle as "Inner Circle For Life," emphasizing long-term retention.This principle also applies to Funnel Hacking Live events. Attendees may initially be drawn by the promise of learning about the perfect funnel but return for the community and intangible benefits. While many industry events shrink over time, Funnel Hacking Live grows, demonstrating the power of a strong community.Brunson shares his experience at a Dan Kennedy seminar where he observed long-time followers of Kennedy. Despite Kennedy’s claim that he hadn’t introduced new concepts in decades, his followers remained loyal due to the relationships, stories, and community he fostered.Brunson contrasts this with his early supplement business, which was profitable but lacked retention, highlighting the importance of building lasting customer relationships. To address retention issues, he advises businesses to develop a culture and community that encourages long-term engagement. He references his book "Expert Secrets," which delves into building mass movements and fostering customer loyalty through identity and community.Brunson concludes by reiterating Kennedy’s wisdom: the reasons for entry and the reasons for staying are fundamentally different and not even close. Understanding and leveraging this distinction is crucial for long-term business success and customer retention.In summary, Brunson emphasizes the importance of recognizing and addressing the different factors that attract and retain customers. By focusing on building a strong community and fostering relationships, businesses can ensure long-term loyalty and success. Learn more about your ad choices. Visit megaphone.fm/adchoices

What I'm doing day #1 to help launch or relaunch each of their businesses. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- What's up everybody. This is Russell Brunson. Welcome back to the Marketing Secrets podcast. I have just finished day number three of the Category King's Mastermind, and now I'm driving to day number one of the Inner Circle. And I just want to drop some thoughts on you of what's been happening the last couple days, my insights about some of the stuff I'll be sharing today, and a whole bunch of other cool stuff. We'll be right back. All right. So, the last three days have been insane. I think I told you guys in the last episode, we launched a new Mastermind level called the Category Kings. It's $150,000 to join, and we got 15 people to sign up in a day and a half or something, which surprised me, but it was amazing. In fact, okay, hold on for all you guys, it's been really interesting, three or four people who are in that group right now, right, "First thing Russell told us when we joined the mastermind group was to email our lists and sell a mastermind group" and one person's like "I did it and sold 20 people and made my money back the first night at Inner Circle, the very first time." And then somebody else like, "Same thing, same thing," like three or four people. So, there's one piece of advice. If you're like, "I need to make more money," and you've gotten a list, send them an email and back, Yo, I'm launching a mastermind you want in?" And I think for most of you guys, you'll be surprised what happens. So, anyway, throwing that out there is a quick win that I think all of you guys could do. It's actually really interesting. Today I'm going to be talking to the group about improvement offers versus new opportunities. If you've read the Expert Secrets book, I geeked out on there for five chapters about it, but new opportunities are what you want to sell because it attracts people who have desire and t's really good. You don't want to sell improvement offers, typically, because improvement offers only attract people who have ambition, right? People who want to improve and the people who, the bucket of people who want to improve is very, very small. Now for you guys who are entrepreneurs, who are listening to this podcast, interesting enough, you're probably one of the few people who, the small percentage of the world who actually does want to improve. And in everyone's list, there's, the majority is people who have desires and there's a small group of people who want improvement. And typically those are the people at the very, very, very, very, very, very back of your value ladder, right? It's your highest ticket people. It's the people who have ambition, right? Those are the people and they're few and far between, but they're there. And so, what's interesting, if you look at, we announced this to our list and most people were probably like, "$150,000 for a meeting? No!" But the ambitious people were like, "Yes, I want to improve." Boom. And they didn't think about it. It wasn't a hard sell. It was an easy thing. And my guess is that, on most people's lists, there's a small certain people who are looking for improvement and a high end mastermind or thing like that, is what fulfills an improvement offer, right? It's, they're going to become better smarter. Anytime you have an ER, it's an improvement offer, which is horrible for a friend and offer, but it works for high ticket. So anyway, another thing to think out there. Anyway. So I was going to talk about today, which is really fun. So I'm in a really interesting phase of the business right now where, as you guys know, we're about to launch ClickFunnels 2.0, we just bought Magnetic Marketing. So we're about to relaunch Dan Kennedy's company. We also bought Brad Callen's company, which was called Bryxen. We've renamed it Voomly because that's the core kind of product and the product line. And it's interesting because, I'm in this phase right now, where I am either launching or relaunching my core business and two other businesses. And so this mastermind has been fun for me because I'm rethinking through everything, rethinking through the problem we solve, rethinking through what our new opportunity is. Our new opportunity, by the way, has shifted over the years. And it's like, what's the new opportunity today? And then what is the… and that’s in ClickFunnels, but what's the new opportunity in Magnetic Marketing? What's new opportunity in Voomly? So as I'm teaching the stuff, it's fun for me because I'm literally in the middle of redoing these things for all the businesses I have. And so it's given me this really unique, fun experience where I'm teaching the process I'm going through in my head. And so today, for the mastermind, I have my list of 13 things that I'm currently doing and thinking through and trying to figure out for these businesses, that I'm sharing with them, as I'm going down the same rabbit hole that, they are right, because they're coming to me. To be in this group you have to have at least one or two call my club, and so they've all got a good business, but it's like, okay, I've got this business. How do I scale it? Well, usually scaling is about reinvention, right? What got you here is not going to get you you there. And it's true. The skill sets, the ideas, the thoughts that get you from zero to a million dollars are one thing. But the thoughts from a million to 10 and 10 to a 100 and a 100 to a billion are different. And so I'm going to be sharing some of my thoughts, as I'm trying to go from, whatever, 200 something a year to a billion and how do we do it? What are we thinking through? And it's ah, anyways, interesting and it's fascinating and exciting. And so, I want you guys who are listening today to look at it through this lens, right? Pretend you're consulting yourself. I thought that as I was preparing my presentation today. I was like, okay, if I was consulting myself, I've got these group people, I'm consulting them, but I'm them, right? I'm them, just maybe in a different step or different part of the journey, but how would I consult myself? What would I do? What would I say? And I started going through these things. And especially if you've read my books before, you have the playbooks of what I do and what I teach, it doesn't shift, right? It's like, "Oh there's this idea I forgot about. There's a new secret book. The fourth secret, you know, like the foundation and the foundation, the fundamentals are the same, the principles are the same, but for us it's re-going back and re-looking at them and not forgetting them. In fact, it was interesting. I was telling the story yesterday to the Category Kings that Funnel Hacking Live Orlando. So that's 2018, I believe, was the first time we launched the Two Comma Club X coaching program and it killed it. First time I ever had an eight figure day and it was insane. Right? The next year we launched Funnel Hacking Live again. Boom, same thing, eight figure day. And I was like, this is amazing! And then I did, what all smart entrepreneurs do, is the next year, I was like, "Hey, we have something that's perfect that's worked flawlessly two years in a row. Let's change everything." And so I literally changed the name of the program, the fulfillment, like how we delivered, like all the things because I thought, I had a better way to do it. There was this ER there, which means I unknowingly, unconsciously shifted it from a new opportunity to an improvement offer. And last year's Funnel Hacking Live 2020, the offer bombed we we sold like, I mean, it was good compared to what most people would think. It wasn't like we blinked, but you know, from going from two years in a row, where we do over eight figures in a day to the next year, only doing a couple a million and you've tied your cost to the event, all the stuff into this, it was a big bomb. It was a big failure for us. And while I was on stage doing the presentation, I could feel, I was like, oh no, this is an improvement offer. I forgot my own core foundational teachings, Expert Secrets 101. Ah, I've messed it up and I forgot it. even though I know this stuff, I teach this stuff, I've written about it. So it's coming back the fundamentals like, Russell! And so we, this last year, restructured it and went back to what worked before, put it back into new opportunity, launched it and boom, eight figure day. And so just, yeah, these are the things to think through, is how would you consult yourself? What would you step back? What would you do? And so I'm excited to deliver this presentation today, but hopefully gives you guys who aren't here just some ideas and some things to start looking through and how to consult yourself. Like Hormozi, a lot of you guys know Alex who joined the inner circle with the goal of making 20 grand a month and then ended up doing over a hundred million dollars in three years, which is amazing. One thing he told me, he's like, "Most people read a lot of books". He's like, "I read one book a lot of times." And for him, he said it was Expert Secrets. He read it and when it got to the end, he flipped it over, started over and read it again. When he got the end, he flipped over and started again. And it's the fundamentals, right? It's Vince Lombardi coming to his football team that are the best in the world. And first day of practice is starting saying, "Gentlemen, this is the football." And that's where these things begin. So anyway, I am almost to the event. In fact, I see a bunch of Inner Circle people walking. I'm going to wave out the window at them, "What's up guys?" Anyway, the Inner Circle who walked by, they just freaked out. Ah, so exciting! All right. I got to go because I'm about to park and get over to the meeting. I appreciate you guys. Hope you're doing well. And someday I hope you can be in the Inner Circle with me so we can hang out and talk about these things together. Until, then keep listening to the podcasts but keep dropping bread crumbs and ideas and thoughts and hints and things to help get you further along on your journey. Thanks so much for listening. We'll talk to you soon, bye everybody. 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Inside This Episode... We're talking about an exciting internet marketing opportunity that's been hiding right under our noses, and we didn't even realize it. Experts Mike Schmidt and AJ Rivera join the conversation to share the 'loophole' they accidentally found that nobody knows about yet... and how you can turn this specific 'funnel' into a thriving BUSINESS. Listen Out For: Why people are losing upwards of 96% of their (and how to PLUG that hole in your business) ​The BIG difference between a Website and a FunnelHub ​How you can quickly grow a service-based business or agency building FunnelHubs for other businesses Like This Episode? You can learn more about building a FunnelHub for your own business, or starting an agency that builds FunnelHubs for others through Mike & AJ's training program called FunnelHub Launchpad. Learn more about your ad choices. Visit megaphone.fm/adchoices

One of my biggest "ah-ha's" and "takeaways" from day 1 of our highest level mastermind. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- What's up everybody, this is Russell Brunson. Welcome back to the Marketing Seekers podcast. I'm in a good mood today. I'm in a really good mood today. I hope you are as well. We relaunched my Inner Circle. We opened a new level called the Category Kings. We had a chance to meet with him yesterday, and actually I'm driving to downtown Boise, because I'm going to be hanging out with that group again for the next two days and then my Inner Circle for the next two days after that. And so this is like a week of hanging out with my favorite people in the world, and so I'm excited. I've got some long car rides back and forth this week, so you'll probably get some episodes of me talking about what we're talking about, what's happening. And I'm doing this for a couple reasons, number one is I want you to learn from some lessons and the key takeaways that I'm getting from these events. And number two, hopefully it will inspire you to want to set as a goal someday to be in my Inner Circle, and eventually to send up with the Category Kings and things like that. So there you go with that said I'm going to cue the theme song, when we come back I'm going to share with you guys some of the cool aha I had from our meeting yesterday. All right everybody. So yeah I'm driving downtown Boise here, about to go hang out with my Category Kings, which is a small group mastermind I have with some of the Category Kings here inside of the Click Funnels universe, which is fun. When I decided, as some of you guys know I've run my Inner Circle mastermind program for seven or eight years, and then two years ago, about six months before the COVID lockdowns I decided I needed a break. And so I paused Inner Circle. I shut it down, whatever you want to call it, and decided to take a two year hiatus, actually I didn't know how long it was going to be at the time. So decided to take a hiatus and maybe it was going to be forever. But over the last two years, I missed it. For me there're different ways to learn, like you can learn from a book, you can learn from a course, you can learn from a seminar, and for me I've done all those things. I'm a voracious reader. I go through everybody's courses. I love going to seminars, but eventually for me it gets harder and harder to like mine the gold out right? Because you just are more aware of things. And I've been doing this game now for almost 20 years. And so I've been to more seminars than most of you guys probably even knew existed in our industry. So for me it gets harder and harder to find like that gold nugget. And I was in, I remember my very first mastermind group I ever joined was Dan Kennedy and Bill Glazier’s, which some you guys heard we recently acquired their company, which is such a cool thing. But in those groups it was interesting because it wasn't like I was learning, it wasn't like here's course curriculum. It was like the mastermind group, we get together, we all get share and talk, and ideas. And like that's where I started getting these nuggets of things that were just like, oh wow, I can apply that. Oh I can apply that. It was a different type of learning I never experienced before, but I fell in love with it. And I was in Bill's mastermind group for six years. And then when he retired and sold his company I wanted to go see if I could find another mastermind group to join. And I ended up joining all of them. Like all the ones I could find in my world in similar markets, I would join them all. And I never got the same experience. I didn't know why. And that was about the time I decided to launch my Inner Circle. And I think the reason why most of the masterminds I tried to join was like you join them, and there were a whole bunch of internet marketers in the group. And so everyone, I don't know, it was just, it never felt awesome. But what was cool about the Inner Circle I launched it, because we have ClickFunnels we didn't just have internet marketers who are using the platform, we had people in every market you can dream of. We have 100 and something 1000 active members now. And again, there's people that are chiropractors, dentists, doctors, people in curing cancer, wellness, health filled, people in marriage, family, counseling, relationships, dating, every market you can dream of are using ClickFunnels. And so when we opened the Inner Circle, it was crazy, because it wasn't just like, oh a whole bunch of internet marketers joined to talk about internet marketing stuff. It was like the best people in each industry joined it. And it was so cool, because now in this mastermind I was learning like what's working now in the relationship market? What's working over here in the supplement market? What's working here, because we had such a such wide variety of people. And man for me it lit up. And if you've read, specifically the Expert Secrets book, the Expert Secrets book was written in the middle of when the Inner Circle was at its peak. When people like Brandon and Calum Poland and Alex Hormozi and I could list all, the most of the names you guys know in the ClickFunnels community today were in the Inner Circle during that time. And it was fun, because I was writing that book, I would like test ideas and then I would test it on my business, have some success, I'd share it with the entire Inner Circle and within hours it was being tested in 40 different industries. And we got feedback and course correction, and tweaks back and forth and back and forth. And really the Expert Secrets book was born from that testing process inside the Inner Circle. It was so cool. Anyway, I digress. So for me after two years of having it closed down I reopened it, specifically because I missed learning. Like I've been in a weird spot where we've been growing, we've been acquiring companies, we're doing things, but I don't feel like I've been personally growing and you know growth is a big value for me. That's why I have so many books that I study so much, is I'm looking for ways to grow all the time. And so I reopened it with the excitement to start regrowing again with a small group of really cool people. So the Category Kings have 15 people in it. Each of them spend $150,000 a year to be part of it. And then the Inner Circle is $50,000 a year, and there's a 100 people in that one. And so those are the two groups, the Category Kings one was funny, I thought that was going to, I was like there's no way people are going to spend that much money. That one sold out in two days and Inner Circle, man we ended up from Funnel Hacking Live, we only presented it to people at Two Comma Club. We had a special luncheon. And from that I think we had 60 or 70 people join during the luncheon. And so anyway, so there's some context to what it is, why it is, why it's exciting, why I'm so passionate about it. So with the Category Kings, to kick off kind of this new group some of you guys have read the book Play Bigger, which teaches you how to become a category king. And I thought, how cool, and it's funny, because half of our, the Category King group are actually women. So as of yesterday I'm calling it the Category King and Queens, because there's as many Queens in the group as there are Kings. But anyway I digress, I thought it'd be really cool to have one of the authors of that book come and actually present. And so Dave Peterson came and he presented on how to like design your category. And it was interesting, because I've read the book multiple times, I've referred it to, I think he told me I was probably the top refer of his book, because I told everybody about it. And so it was interesting, because as we were preparing for this I had it in my head what he was going to do. He was going to use the principles in the book. We're going to map it out. We're going to category design. Like I thought, I really thought that was the direction we were going to go. It was interesting, because he told me, he's like, you know everything I've learned about category design for the most part happened after I wrote the book, we wrote the book based on these principles and he's like, we've been coaching for the last decade now. And he's actually now doing it in a company again. And he's like you know most of what I’ve learned about category design, I have learned since the book. And so there's a lot of things that are different. And so anyway, we had a four hour workshop with him and what was fascinating to me was we didn't cover most of the things in the book. In fact the first hour was all spent on something that seemed so simple. I'm almost nervous to tell you guys this, because you'd be like, oh that's so simple Russell. But me and 15 other people in this room of arguably Category Kings in their industries, none of us were able to really answer it. And that's what I want to share with you guys today. So the question and it's interesting, because like the way that I, the lens that I view the world at typically for me is like, okay I'm going to go find, who's my dream customer? And then I'm going to create an offer for them. That's like for me, like ground zero, that's where I begin this process. And then if you've read Extra Secrets, you know it's like, hey do we make an improvement offer? Or a new opportunity? Create a new opportunity. There's this whole thing around like down that rabbit hole. And that's where I begin. That's where I kind of start running with. And I always knew that when we're creating offers and creating products, and services and things like that, where like our goal to solve a problem. But what was interesting is that Dave asked us, he's like, what is the problem that you solve? And he showed a bunch of the big companies you're aware of. Like the billion dollar brands and most of them have like a really simple, less than 10 word statement on the problem that they solve for the market. Like for example the wetsuit guy, I don't know who it was, but like his problem he's trying to solve is I want to swim in cold water longer, but that was it. I want to swim in cold water longer, eight words right. And like, what is a wetsuit? Oh it helps people swim in cold water longer. What was the problem you try to solve? Boom this is a solution and billion dollar brand. And every company had something like that. And then he was interesting, he said that he would go to, or he was talking about some of his friends that have big companies. And he said that he started doing this exercise with them, when he'd get in the car with them, and he'd be like, Hey how's it going? How's business? Real quickly, what do you think the problem is you guys as a company solve? His friend would tell him the answer and he'd write it down, and next time they hung out three or four days later he'd be talking, he's like, wait real quick, what was the question? What is the main problem you solve again? And the guy would be like, oh, he'd tell him again, and then he'd do it again, he'd do it five or six times over the next month and a half or so. And eventually the guy came back and said, you know the seventh or eighth time he asked him, he's like, dude you got to quit asking me this. Like you keep asking and I keep telling you the problem we solve. And then Dave came back and said, actually what's interesting is I've been writing them down. He's like every single time I've asked you that question, you've given me a different answer. And the guy was like, oh my gosh. And he started looking at him and he was disagreeing with himself, not knowing it. But if you look at like, he's like I solve this problem, I solve this problem. And I solve this problem. And they kept changing around. And he said a lot of times he'll do consulting with people and they're in category design, and he'll ask everybody in the executive team, what is the problem you solve? And everybody's answers different. And then he'll ask the employees and everyone's answers different. And he's like, this is the foundation. Business is all about solving a core problem for an industry. Like what is the core problem? And what's interesting he said that if you figure out the problem correctly, he said, the category will take care of itself. Like you don't have to go and figure out the category and design, all kind of stuff. He's like it all relies on this one thing, is what is the problem you solve? And it was interesting, because as he said that, instant I'm like oh sweet I can answer this. And then I was like, wait a minute. I could answer this seven years ago when ClickFunnels first came out. That was the problem we were solving seven years ago? It was that entrepreneurs couldn't code. And so we had to make this easy drag and drop builder, oh sorry this is the solution. The problem is that entrepreneurs aren't coders, that's the problem right? And so we built ClickFunnels, because someone like me who's an entrepreneur who needs funnels, I can't code. And so it was like this simple thing. And so that was the problem we solved. Now fast forward seven years later, that's not the market problem anymore. There's a million ways that entrepreneurs can code something. There's a million Wix's and WYSIWYG editors, and WordPress and Shopify, and Etsy and Amazon, like there's a million ways to do it. So, that's no longer the core problem. Although, that's the problem that we solved initially. And so it got me thinking, what is the problem we solve today? Like the problems change in a market and an industry over time. In fact, I asked someone, I was like, does the core problem stay the same forever? And he's like, no, no. He's like there's a core problem, and you got to figure out and identify that, because that'll define the category and everything else. But he's like markets shift, markets change. And he showed this graph of the CRM industry over the last 50 years or 60 years, initially he was it was business cards. And then it was some dude figured out you could take a business card and type it into a data processor. Now you had a digital business card, and then the next wave was like... Sorry, we can come back to the problem. So the first problem is like I needed contacts. So business cards became the thing. That was the problem. And then next thing I have all these business cards, I don't know how to manage them or track them. And so someone made a program where you could type it in. It's like, oh I have a digital version, I can look at it. And if my book of business cards burns up I don't lose my business. So problem solution, and then a little while later it's like, okay this is tough I hate typing in these things. And so the next wave of that industry was card scanners, where you take a business card, you scan it and boom it's in your computer now, you've got it there. And that solved the next set of problems in the industry. And then later it was I don't just want a business card. I want a business card, but to be able to take notes. And if I talk to somebody and things like that, and it was like the first version of CRM, and he showed, was it Seabolt and showed how they became the Category Kings and they dominated. But then eventually it was like well, first Seabolt was really hard to install and all these kind of things. And that's when Mark Benioff came out with Salesforce, which was not software, it was hard and confusing and you had to have people come install it and set up. It was just web based software. And he was the very first to do SAS based software. And so like that became the next thing. And he kept showing them the industry shifting, because the problem shifts over time. And it was interesting, because in your market if you're not shifting your problem over time, someone else is going to solve the problem and that's when you lose the category. That's when the person passes you, which is so fascinating. And so the question came down to, what is the problem you solve? And so that's the thing I want to identify for you guys. And the problem that us entrepreneurs have is like, oh we solve a ton of problems. We do this and this and this, and this and this, and this and this, this and that is the wrong answer. You don't solve a whole bunch of problems. You've got to solve one problem for the category. And by doing that, by creating that, by understanding and identifying and framing that problem from there the category is built. And then we got deeper and talked about POV statements and things like that, it got deeper from there. But that was the core foundation, that again, if I was teaching, I'd be like step one find a problem, step two, what is the offer? And then like you know, and I'd go directly into that, but it's like, no, no, we got to step back to the foundation, which is really what is the problem that you're solving for the industry? When you figure that out the category will take care of itself, which was so fascinating. And again, he said, try to keep your problem statement to under 10 words. And that's hard to do. I spent 45 minutes talking about, 15 minutes work shopping it, and then I spent the next four hours like noodling on it, like try to figure this out, like what in the world, especially as I know some of you guys know we're launching ClickFunnels 2.0 soon, so like with this whole new launch, this new thing, what is the problem we're trying to solve? How do I identify? How do I structure? How do I make it so simple that it keeps us as the Category King? So anyway I hope that's helpful. Obviously there was a lot of stuff yesterday that was really, really cool, but that was the one that was like the biggest insight. It was funny, because we came back from the first workshop, I raised my hand initially, I was like, all right I don't know if it's just me, but that was really, really hard. And I looked around at everybody else, every other Category King and Queen in the room looked back and said, oh, then Kevin's like, we're so grateful it was hard for you Russ, that was really, really hard for us and we thought we were the only ones. I'm like, no, I'm going to be vulnerable here too. That was really hard. And then it was fun, because it opened the dialogue with us all trying to figure it out and work with each other. And Annie Grace, a lot of you guys know her, she spoke at Funnel Hacking Live two years ago, she actually wrote out mine and my POV statement and all these things for me, it was like I think this is what yours is. And like, anyway it was magical. So anyway that was the first half day of Category Kings and Queens. And so I'm heading into the event room now, I'm getting close actually. And I'm excited because I was up till two o'clock last night working on my presentation, because I'm going to, based off of what we learned yesterday with the problem I'm going to take that as the foundation point and then show everybody over the last seven years how ClickFunnels has built to the place it is. We've got over half a billion dollars in sales, well over that now, we built the category, we’ve done these things. So I'm going to kind of show the next phases for me to the group. I'll probably spend two or three hours going deep into that, which I'm so excited for. And this is like Russell raw, like if you guys see me live, I'm Russell polished where I'm, I've got slides, I've got things. Russell raw you get me and a black marker and that's about it. So I'm excited for these guys they're going to, for those who haven't been with Russell raw this will be my first hardcore doodle session with them going through the principles of how we build ClickFunnels into the category king it is. Things I've learned along the way, the pros, the cons, the ups the downs, and yeah stuff I don't get to talk about typically. So, that's the cool thing about these groups, if you look at our coaching programs we have all the base level stuff. And then if you come in one funnel way and courses and all that kind of stuff, but when you decide to ascend up and get into coaching with us, the first is our Two Comma Club X coaching program. The goal of that is to get somebody from where they are today to Two Comma Club. After you get done with Two Comma Club and you've made a million dollars inside of a funnel, that's when you get invited into the Inner Circle and then from there into category Kings. But it's interesting because the reason why we break it up like that, we used to always have it all together and everyone would be dumped in one coaching program. And it was tough because, or one mastermind group, but it was tough, because there're different conversations that happen at different levels. Like the conversations I'm having with people that spend $150,000 to be in a group, they have to make a minimum of five million a year, and have had to sold over 10 million. They had to have won at Two Comma Club X award. The conversations they have in that room are different than the conversation that happen in a room with people who just passed the million dollar mark. And they're different than the conversation I've going to have with somebody who is in a startup mode trying to get into Two Comma Club. So it's just fun, because again these are things I don't get to talk about, or share ever. And so the place it gets to happen is here inside Category King. So for you guys who are looking to say, okay this is the path, I'm going to hit Two Comma Club X. And then from there Inner Circle, then Category Kings, just know we do record these things and there's a private members there. So when you get to Category King some day, come in here and watch Dave Peterson's talk on Category Kings and watch my presentations from the next day. And you'll have a chance to kind of see where I went from there. So with that said, thanks for listening. This is a long episode because I got a long ride. Hopefully you guys enjoyed it. I miss doing stuff like this, I'm going to try to... We have some fun updates to the podcast coming that I'm doing a few things more long form, I'm going to have someone come and interview me on some topics, because I think those make fun episodes and yeah it's going to be anyway... I'm going to be spending more time with you guys here, is my plan and my goal. So with that said, thanks so much for everything and we'll talk to you guys all again soon. Learn more about your ad choices. Visit megaphone.fm/adchoices

Recently I acquired my mentor’s company, and we’re working over the next 12 months turning it around. If you want to know what we’re doing and why, listen to this episode. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- Hey, what's up everybody? This is Russell Brunson. Welcome back to the Marketing Secrets podcast. I hope you guys have an amazing day. I had a really fun, interesting week working with Dan Kennedy's company, Magnetic Marketing, and a whole bunch of other cool things. Some of you guys may or may not have heard, but we acquired his company recently. And with that, we got 40 years of intellectual property. And so this episode, we'll talk about what we're doing with it all, what it's going to look like, why I'm so excited, and a whole bunch of other cool stuff. All right. So number one, how cool is this? I keep pinching myself. When I first got in this game, my first mentors, my first internet mentor really was Mark Joyner, which helped get me to a certain level. And then I started looking for more stuff and that's when I bumped into Dan Kennedy and Bill Glazer, and I started going to their mastermind groups and their events. And man, it really was like the next evolution for me is just really understanding these core principles and things that have been working since the beginning. I always kind of tease these guys are teaching how to use fax machines and the Pony Express to deliver marketing messages, because a lot of it was like direct mail bootcamps and stuff like that, all kind of older school stuff. And at first it didn't make sense to me how this stuff worked until really I started realizing through Dan that these things that we all think we are, like we think we're internet marketers, he's like, "No, no, no." He's like, "The internet is a channel. It's a media channel." And a lot of us, we think Facebook, Instagram, YouTube is media channels, but for Dan's rule, it's like the internet's one channel. There's direct mail, there's TV, there's radio, and internet is a channel. And nowadays obviously it is I think the best and the coolest channel, but the principles and the philosophies and the psychology and the persuasion and all the things that are working today on the internet are things that were pioneered and developed through direct mail, through TV, through radio. And so, so much of Dan's stuff, he's had a chance to work with everybody for the last 40 years. I say 40, not four, the last 40 years has been just kind of all around these things. And it's just like ... Anyway, so I digress. Again, when I was getting into this, I started learning those things and all the sudden I was like, oh my gosh, the things I'm learning that they did in their fax marketing or their direct mail, I can use on the internet, I can use on the Facebook ads, I can use, and for me really, it was what changed my business. And honestly, for most of you guys, your businesses, as well. A lot of you guys probably don't even know that the core foundations that ClickFunnels were built on were the principles that I learned from Dan Kennedy and that we just turned it into software and turned it something that everybody could do. So that's why it's so exciting. And we recently acquired the company, which is a huge honor for me because I have this unique opportunity and chance now to take my mentor's stuff and to continue it on and bring it into the future. And I'm excited. So this week, on Monday, Tuesday, this week, we had the existing Magnetic Marketing team, the people that are still there, the company flew out here to Boise, and we spent two days kind of figuring out what's the plans, what's the future? How do we get this thing back to the point where there's 10,000 active members on membership and there's all these things that are happening? And so as they showed up, we also had a chance to look at like, okay, what did we actually acquire here? What's all the intellectual property? And it's insane. There's 40 years of stuff. And some is not relevant, and so we're sifting through those, but most of it is some of the best stuff ever. And it's cool, because as we were building out funnels and looking at these courses that they've been selling for $2,500 or $3,000 or $5,000, and it's just like, they're not selling a lot of them. I'm like, ugh, it's because they just need to be packaged differently. But I also think that the pricing is different nowadays than it was 15, 20 years ago, even. And so what's going to be cool is we're taking, you know, Dan's written, I don't know, 20, 30 books, we're taking each book and we're figuring out what courses sync with it, what content fits in this process. And we're building out new funnels, like book funnels that take people through all the products and the courses and the events that Dan did related to each book. Every book he wrote, he wrote a book and then they'd do an event teaching it and then they would do workshops and they'd do all these things. And so every book has got like an archive of stuff that nobody's ever seen before, which is insane. And I'm going through the archives. I'm like, oh my gosh, I thought I owned everything Dan ever had, and I had never seen this, never seen this, never heard of this. And so it's just so exciting. We're having a chance to come pull things out and plug them in and all these things. But as excited and as nerdy as I am in this process, the thing I wanted to share with you guys is that the things that you are learning, the principles you are learning, the things that you've been, especially going deep with me and you've been reading DotCom Secrets, Expert Secrets, Traffic Secrets, literally all we're doing is using that playbook. I'm coming in to this company where I learned a lot of these principles with, but the company's been sold twice since Dan and Bill ran it. So they've fallen away from a lot of the core principles that made them great initially. And so what we're doing literally is like, hey, what's the value ladder? Okay, what is the front end offer? Okay, here's the funnel, what do we need? What's the free plus shipping? What's the order form bump? What's upsell one, upsell two? What's downsell? You know, like walking through and then, okay after someone buys this, where's the next step we take them? What's the next tier on the value ladder? How do we move them up one tier? And then okay, from there, what content do we need, what pieces, and we're kind of just literally just taking the same blueprint that you guys have been learning forever. I laid the blueprint out for you guys, like this is the blueprint. It doesn't deviate. It doesn't change. It's the same for every business. I don't care if you're selling info, products, or coaching, or physical products, or dental, you know, cleaning people's teeth, or if you are doing chiropractic adjustments. It doesn't matter. It's all the same. The framework's the same. It's like a house. The framework's the same. You have a bathroom. You have a kitchen. It doesn't matter if you're making a $30,000 house or a $30 million house, the framework's the same. And so we're just bringing up the same frameworks you guys have been learning and studying and then taking all of the pieces, the content, the copy, the assets and everything, and just plugging it into that framework. So I wanted to share that with all you guys, because I know that, and I'm probably one of the causes of this because I get so excited and I want to launch a thousand funnels because I know the profits, I know how they work. I can just do it over and over again. And so we roll out a lot of things. But if you actually look at this strategy, me coming into this new company and having 40 years of intellectual property and a million courses and products and all this stuff, the strategy is the same. It's the same thing. And so if I was you guys and you're still not sure what to do, start there, start with the DotCom Secrets book, read the book and say, okay, what's the value ladder? What's funnel number one? What's offers inside of funnel number one? And coming back to the basics. I get people, it's crazy, on Instagram, I don't know if you guys ever click over to the other tab, which is messages that don't go in the inbox. I look at that probably once a week or so, just to see if I'm missing any conversations with people who I need to be having conversations with. And I look over there just to make sure I'm not missing anything. And as crazy as it is, I will tell you that each week there are probably anywhere from 20 to 50 people that message like, "Oh your stuff's so good. Where do I start?" Or, "I love your stuff. I can't figure how to get started. What should I do?" Like oh my gosh, you guys, this is simple. Read book number one. That's why I wrote the first book, so you'd have the foundation. Go read DotCom Secrets. The same thing that we're doing now, after we acquired this huge company, it's like okay, apply principles. It reminds me of Vince Lombardi. They said the first year of every football season, he'd walk out to his team. We're the best in the world, you know? And he'd hold the football and be like, "Gentlemen, this is a football." And he's just showing them, here's the foundation, here's the beginning. Here's the start of this. And I think that's what sometimes we forget, is we're trying to figure out the secret ninja, Facebook advertising hack, and the this and the that. And it's like, no, no, no, come back to the fundamentals, come back to the foundation. Gentlemen, this is a funnel. Right? Okay. Which funnel is it? Value ladder, boom, boom, boom, boom. And then you're just plugging the pieces into the model that's been proven to work over and over and over again for decades. And like I said, initially, it's the stuff I learned from Dan and learned from Bill, and such an honor to have a chance to come back. In fact, it's funny, because I was like, I'm going back to the advertising archives. We're pulling all the old sales letters back from when Dan and Bill ran the company. It's like, okay, this is what we need to see, because this is when it was done correctly. You know, everything in the last decade, since some of the other people who bought the company, they messed up the model. They didn't understand the model. They bought it, not understanding it. And they jacked the whole thing up. We're coming back, thinking back to the foundations, back to the fundamentals. What worked before? How does this work? Plug in the system. And so I'm excited. You guys will see the first iteration of what we're doing. We'll be launching probably the first week in January or maybe the last week in December. Not quite positive, but around there. And then over the next 12 months, you'll see the process. You'll see it happening in real time. You'll see, oh, there's the front end of the value. Oh, he's moving us up a step. Oh, from there we're moving to the high ticket. Oh, from there there's a continuity. You'll be able to see it rolled out in real time over the next 12 months, which will be really, really fun. So I'm pumped. I'm excited. Hope you guys, are as well, to see behind the scenes of the process. But that's what we did this week. So if you guys, if you are at the beginning of your business, I would stop what you're doing. Go reread DotCom Secrets, and then do what we just did. Do two day planning meetings. Okay, what's our value ladder? What's the funnel? What are the offers inside the funnels? What's the first funnel we're going to launch? And then just focus on that. Because we built out a whole value ladder. This is the thing that a lot of people make mistakes. They build a value ladder and they're like, okay, I've got to build all these things. And then they spend the next six years building all the things. No. You build a value ladder so you know where you're going. But then you just build the first thing. Like for us, it's okay, now we know where we're going between now and the next three months. The only thing that matters is this funnel, that's it. Nothing else matters. And blinders on. Let's go. And that's what we're focusing on for the next, well, it shouldn't take three months because we're ClickFunnels. Come on now. But the next 30 days, the next 60 days, is picking the one and focusing on it and not trying to build out the coaching program, the high ticket, and all these things in between, it's like, no, just focus on the one. The value ladder is there so we know where we're going, but we begin from our funnel and launch it and then we start the process from there. So anyway, I hope that helps. Again, if you're just beginning, go read the DotCom Secrets book, take two days with your business partner, your family, your friends, whoever you're working with, and map that out. If you've got a business that you just acquired and you're trying to figure it out, do that. If you are struggling in business and you're like, it's all chaos and nothing's working, and you're frustrated, take two days and do this. It's key. So hope that helps you guys. Anyway, we're getting close to Halloween. I've got my Inner Circle. Some of you guys know we relaunched Inner Circle at Funnel Hacking Live. We actually relaunched three different tiers. First is the Inner Circle for life, which is $50,000 a year. And we have, I think like 70 or 80 people signed up for that, which is crazy, but I'm excited to be able to bring back the Inner Circle. It's been closed for two years. And then we opened a second tier of Inner Circle called the Category Kings. And we started the pricing there at $150,000 a year. And there's only 14 spots. I was like, oh, it's going to take us a while to fill that up. We sold those 14 spots in two days and we have a waiting list of probably 30 people who are waiting to be able to send me $150,000 for that, which is insane. I didn't think that was going to happen. So note to self, I should have launched two Category King groups. Anyway, not this year, I'm too tired. And then we have a third tier called the Atlas Group, which is going to be, I know we have people on the waiting list. We haven't actually opened that one yet, and it's going to be really fun as well. So anyway, I'm excited because next week, all next week we've got five days of meetings with the first two tiers of Inner Circle and it's going to be a lot of fun. So anyway, I'm sure I'll probably box you, or not box you, probably do podcast episodes somewhere during that window next week and share some of the insights and the ideas and things that are happening there. And if you want to be in the Inner Circle someday, I always tell people this is where you're ascending to, get in my Inner Circle. That's where I have a chance to work really close in very small groups with you guys. So that is a goal. Nowadays you have to be a Two Comma Club winner to qualify for it. So set that as a goal. Get your Two Comma Club and then get in the Inner Circle with us, coming out, because there's a lot of fun stuff happening. All right, thanks everybody. Appreciate you all for listening, and excited to show off what we're going to be doing behind the scenes with Magnetic Marketing, Dan Kennedy's company, over the next 12 months. Thanks everybody, and we'll talk soon. Learn more about your ad choices. Visit megaphone.fm/adchoices

Here is the exciting wrap up of the final two days of this year’s Funnel Hacking Live event! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- What's up everybody, this is Russell. Welcome back to the Marketing Secrets Podcast. All right, I'm going to break down day number three and day number four of Funnel Hacking Live for you. All right, so day three is where we start transitioning into... For me, if I go in very funnel specific, I like taking people through on this day, the bottom of the value ladder, moving up, and just showing a lot of different ways to build funnels, because there's so many different ways to do it. You can have book funnels, and challenge funnels, and webinar funnels, and high ticket funnels, and a million other things in between, summit funnels. Yeah, there's a lot of stuff, and so on day three I started going into this. And the very first person that we had speak in the morning was Kiana Danial, and she's someone who has been on every news channel a million times, Fox news, CNBC, all the business stuff, talking about investing and things like that. And she thought that was going to make her a bunch of money, but it didn't. And she ended up joining our Two Comma Club Coaching Program a couple of years ago, and we got her focusing on driving all that traffic to a funnel, and in no time she became a Two Comma Club winner. And so it was cool having her tell that story, just showing all these things that she thought meant it was going to be money like, "I thought I'd be on TV on all these shows all the time. I thought these things were going to be the things that made me money, but it wasn't. It wasn't until I actually had a funnel, I had a way to convert people into customer, that I started making money. And so it was really cool hearing her presentation. And then after that, we started moving up the value ladder. So next was Pedro Adao, and Pedro has become infamous for challenge funnels, not like challenge funnels like The One Funnel Away, which is a paid challenge funnel, but doing free challenge funnels. And Pedro talked about that, and he was awesome, he was on fire people went crazy. This is actually important, the one reason I had Pedro in here is because inside the new Two Comma Club Coaching Program, if somebody chooses the expert route, the first eight weeks we focus on them all doing a challenge, and so it's fun for them, they'll see through Pedro what these challenge funnels look like. And then later in the pitch, we would come back and say, "Oh, that thing that Pedro did, we're going to be doing that." And Pedro is going to be one of the coaches helping on that, which is really cool. So Pedro talked about free challenge funnels. After he was done, then Peng Joon, he’s one of my favorite speakers, but he was stuck in Malaysia. We almost didn't know if he was going to come, he's like... Anyway, it was a big deal to get him here, and luckily he made it to the States. And what was cool is he showed how you can basically take a 30 minute presentation and turn a 30 minute presentation into an entire business, and he showed how he did it. With last time we spoke at Funnel Hacking Live, he took his presentation, he made it a book, and from there he had an upsell of the audio book, and the episode, the done for you version, and the done with you version, and he showed the whole process, how you can take one 30 minute presentation and turn it into entire business, and lead with the book funnel, and that was really cool to see that. I think it's something that most people could do pretty simply and pretty easily. After Peng Joon, then we started moving up the value ladder a little higher to Lauren Golden, and Lauren, she's built her empire, and she won multiple Two Comma Club awards, primarily through webinar funnels. So she talked about webinar funnels, showed her process there, and then she talked about other bunch of the cool things that she was really excited talking about as well, but it was the next phase of the value ladder, is like, "Hey, here's a webinar funnel." After Lauren was done, then Sarah Petty had been doing live event funnels and crushing it, and doing huge volume. The market she serves are photographers. A lot of times people think, "Well, there's not much money in photography. Photographers aren't going to pay for high ticket things." But Sarah does these virtual live events and gets photographers on them, and then from there sells a really expensive high-end coaching, and they're killing with it. And it's just really cool to see cause they do a lot of just things that I don't think through. I don't know if it's like feminine masculine, or maybe she's just more creative than me, probably that one. Anyway, but all these cool things where when someone signs up for a virtual event, they get this box, and the box has them unlocked like, "Open this thing first, this thing second, this thing third." Takes them through this whole journey, but that's what Sarah talked about, which was amazing. And then, after that, then Eileen Wilder spoke about high ticket sales, and her presentation was really fun for me because she quoted a lot of the old time personal development people who I'm studying right now, and so it was fun for me because I was like, "I'm reading about these people right now." And she's quoting them, and she's talking about them, and her presentation was awesome. That got my wife all fired up. Collette was like, "Eileen got me on fire. I got so excited about everything." And so hers was awesome. And the whole morning, it was just power-packed, and fun, and exciting, and everybody ran over on time, so there was all the stress for me and everyone on our team, but man, it turned out awesome. That morning was great. So after that, then we went and we broke to lunch. Now a couple of things we did, is we broke to lunch, and we had a special lunch for anybody who'd won a Two Comma Club award in the past. And that was for a couple of reasons, number one, to give them a free lunch, but then also, some of you guys know that I've recently reopened my inner circle, and one of the qualifications to be in the inner circle is to have won a Two Comma Club award. So we had all the Two Comma Club winners at lunch, and then we told them about the inner circle and invited them to join if they wanted to, and we end up signing up a lot of people into the new inner circle, which was awesome. It was really a soft pitch, I just said, "This is what it is, if you're interested, go sign up, and then go back and have some lunch." And so it wasn't a hard pitch, it was just letting them know there's an opportunity and that's what's happening. So we had lunch, after lunch we got back, and I was excited because over the last year... So I become really good friends with a dude named Nick. I'm going to probably mispronounce the last name. He's got the hardest last name ever, so I apologize in advance Nick, if I mess up, but Nick Santonastasso. Oh, man. Anyway, if you guys know Nick, he was born with one arm and no legs. Two arms, one arm was really small though, and the other one has got one finger on it, stuff like that. I connect to him a while ago, and he was the wrestler too, which was really fun. In fact, he came to my house and I wrestled him, and we got video of us wrestling, but just someone who's such a cool dude, I just love him. And he gave a presentation called Play The Hand That You're Dealt With, and showing people that like, "Man, life is tough. You've got a lot of hard things." But he's like, "Look at the hand I was dealt yet." Yeah, because even with this stuff he's become a bodybuilder, and he's become a coach, and he's become a speaker, and all these amazing things. He was a wrestler. Just because he was born with something that would have made life harder, he has a strong mind, and he was able to do such amazing things. So it was awesome, Nick there speaking. And then when Nick got done, it was time for me to do my presentation, to let people know about our coaching program. And every year this is hard for me, because those who had studied my stuff, they know how I sell, and so I tend to start selling, they're like, "Oh, here it comes, Russell is trying to sell something." And so this presentation was a little different than a traditional perfect webinar. The elements were all there, but it was wrapped differently. But this was one where I was actually talking about personal development, which is something I haven't talked a lot about, but I've been geeking out recently. I'm working on a book, and so I just have a lot of stuff top of mind right now. Yes, I do that presentation about that kind of stuff, and then after the presentation was towards the end, then we talked to people about success inside of our coaching program. Every year we redesign Two Comma Club X. We make it a little different, we get feedback and make tweaks and changes. And one of the biggest things that we're noticing now is that half our audience are people who want to be experts, and half our audience are people who are selling physical products. And our coaching is always steered more so towards people who are experts, because that's what I'm better at, right? And so this year we decided to partner with Alison Prince, who is someone who I just have so much love and respect for, and we decided to break it down into two tracks. There's one track that's the e-comm track, and one track that's the expert track, and people will get to pick which one they want. And Alison also helped us line up momentum coaches, and a whole bunch of other amazing things, and just really tweak the program in a powerful, powerful way. And when I did the presentation, I got to bring Alison out to talk about it as well. And people hadn't met Alison yet, so it was a weird thing to figure out how to do the presentation, to get people weaved in to get to know her in a short period of time. And then, also from there do our pitch, a new coaching program. And so what's cool with Alison, she, I don't know, she made 40 or $50 million on physical products, it's crazy. But when I met her, she was trying to learn how to become an expert. And so it's fun because I was able to tell her story about... Or excuse me, I told the story, but she told it as well, like, "I wanted to learn how to be an expert, and so I came to Russell, and he taught me these things, we did the webinar together, and boom, and I built this whole thing where Alison's won two Comma Club Awards, two Comma Club X, and this year she won two Heart Awards , which means they gave over a million dollars to charity. And she was like, "I was able to do that because of the expert business that Russel taught me. And then we were able to flip the tables and be like, "Now, Alison sends out physical product stuff. In fact, two weeks ago, I decided I wanted to see how well her stuff worked to see how much we could do, so we followed her process and put together an e-comm product, and we launched it, and we ended up doing, I think it was 15 or 16 grand in two weeks off of just following Alison's process. And I'm like, "This stuff actually works, this is so cool." And so we had both those case studies and like, "These are the two paths. Who here wants to be experts who wants to be e-comm?" It was a 50/50 split. I'm like, "Okay. Cool thing is that you can pick whatever you want in the program." And then from there we sold the Two Comma Club X Coaching Program. And then after people signed up, Todd and I got pictures of all the buyers. So they have a picture of me and them and Todd up on stage they can look at as they're trying to work towards winning Two Comma Club award. And so that went really, really well. Sales crushed it, Alison is so good. And after dinner, then we had Alison come back and do a whole hour long workshop, teaching her process and how it works, and showing all the things. And so she did her presentation after dinner, which was really, really cool. And then we soft pitched TCCC again before we went to bed that night. That's what happened at day number two, and so it was amazing. We got to go through the entire value ladder doing funnels. We had a chance to hear Nick just motivate the heck out of you, and you get excited about what's possible. And then I got to do my personal development stuff, and then Alison, and Alison got to come in and talk about physical products. So that was the end of day number three, and at day number four, and I'm just going to go directly to day four, because three and four weave together. Day number four is where I came out in the morning, I did a presentation called Bootstrapped, which is how we built our business, we bootstrapped it. And I actually announced a new award called the Bootstrapped Entrepreneur of the Year Award. I talked about that, and then my twins were here at Funnel Hacking Live this year. So I brought them on stage, helped me show the new awards, which are insanely cool. And I did a presentation showing how we bootstrapped ClickFunnels, and ups and the downs, and told that story. And then we did what's called the re-pitch, which is basically like, "This is the last time, it's time for the coaching program, go and do it now." And we took a break, and people signed up, and that was the end of the selling part of Funnel Hacking Live. And then from there on out, it's usually for me, I get to relax and just enjoy the rest of the day, which is awesome. And so the next presentation after the break was Garrett J White. and those who know Garrett, Garrett spoke at every Funnel Hacking Live in the past. He's usually, traditionally, the one I have to go and warn everybody that he's going to curse a lot, and if they need to, they can leave. And every year I get people who complain because of Garrett, but I also get people who tell me it's the thing that changed life the most. And so I didn't know what to expect with Garrett, as I don't normally know. And this year he came out all in white with a choir, and it was an interesting presentation. He's recently found Christ, which is amazing. And so he came and he did his presentation, where weaving business principles in with God and with Christ, and they had choirs singing, and it was powerful. But at the same time I had people who were offended about that. And anyway, I don't know, I love Garrett, he gets people to move. It doesn't matter which side, him dropping the F-bomb from stage, him talking about God from stage, either way I get complaints. But at the same time, people don't complain, all are just like, "That was the most amazing thing ever." Anyway, so it's always this weird thing. Not a weird thing, it's always an amazing thing, but it's always just this tension for me of just like, "What's going to happen? What's he going to say? How's he going to say it?" Anyway, that was Garrett. And then from there, we broke to lunch, and we had a big welcome lunch for everyone who was a Two Comma Club Member who signed up, which was really, really cool. And then, after lunch we had Tim Ballard who flew out, which was cool, and so we had him to come and say hi to everybody and talk about the Save a Child Challenge that we launched on day number one, and how much money we had raised, and Tim thanked everybody, which was really cool. I hadn't seen him in a while, it was a really good seeing Tim, and him and his team are just... They're amazing, all the things that they're doing. And there's a whole bunch of people talking negative about them online, there's things that are not true. People have asked me, "Is this true? Is this true?" I'm like, "No, this is not true. These people are lying. They're horrible people who literally are trying to get in the way of saving children." It's the most demonic, evil thing in the world, but Tim and his people have such good hearts. They're there saving people from Afghanistan. Tim's running the Nazarene Fund for Glen Beck, which is saving thousands of kids, and plus he's running the whole O.U.R thing, and it's heavy. And you could feel the weight on his back and his shoulders, carrying this mantle. And anyway, I was grateful to be able to have him there, and hopefully give him a little rest, and show him that people love him, and they're grateful for the work he's doing. So that was cool. And then after that, then Tony came and spoke. And Tony, every year, we never really know how long he's going to talk for. Anyway, this year our contract was three hours, but I think it's the first time Tony's been on stage in front of a whole huge group of people as well, and so he went and he did his presentation for three hours, and then he kept talking, and had it going for six hours on stage, which was crazy and super awesome. So we had Tony talk for six hours. Yeah, he's kept going and going, and he just loved it. He asked me, "What time do you think I need to stop?" Like, "Dude, just keep going. People are here, they're happy, don't stop." So Tony went on for six hours, which was awesome." And then when he got done, we got on stage Todd and I, and wrapped the event up, and that was it. And that was Funnel Hacking Live 2021. And every year we're putting things together, it's just like an insurmountable task like, "How do we sell the tickets? How do we get people to show up?" And this year is even bigger because of COVID, and the restrictions, and the problems, and just all the things that come with that. But man, after going through the whole process and I see how many people's lives were changed, people that have their big aha's, the big things they were hoping for, people who were stuck, who got unstuck, people who were able to go to the next step with us to the higher coaching, people who are so excited about ClickFunnels 2.0. Just all the things, and then getting all of our funnel hackers together, and having people together to... The whole thing, it was amazing and magical, and I'm grateful for all of you guys who came and participated. If you didn't come this year, make sure to be here next year. Next year, hopefully, there'll be less chaos in the world. There may be more, I don't know, but regardless, the party's happening, it's going to be in Orlando. And hopefully you can be there. So you can get your tickets at funnelhackinglive.com. But that's some of the behind the scenes. Hopefully helps you guys to see some of the detail people talked about, but even more so, how we structure these things for a maximum sales, maximum impact, all those things. So hope it helps. I appreciate you all, thanks for listening, and we'll talk to you guys all again soon. Bye, everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

Today, Russell has fun explaining everything that went on behind the scenes of day two at this year's Funnel Hacking Live event!Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Learn more about your ad choices. Visit megaphone.fm/adchoices

Russell goes on a deep dive, explaining all the fun things that went on behind the scenes of the first day of this year's Funnel Hacking Live event! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- What's up everybody? This is Russell Brunson. Welcome back to the Marketing Secrets podcast. It's been a little while since I've talked to you personally. That's not completely true. You guys have been listening to some of the Traffic Secrets episodes over the last few weeks, but right now I'm recording this episode about two weeks after Funnel Hacking Live 2021 is over. And I wanted to share some of the thoughts, some of the behind the scenes, some of the craziness and chaos that happened, and how we pulled off the biggest events since the coronavirus has hit inside of our industry. So with that said, I'll queue up the theme song. When I get back, we'll hang out and talk about the event. All right. So first off for those who came to Funnel Hacking Live that was so much fun. Thank you for coming, for participating, for playing all out. Folks who weren't able to come, but watched from home, thank you as well for participating. I hope you guys enjoyed it. It was really cool. This is our first year ever doing a hybrid where we were going to have people in person and at home. And honestly, I've never told anybody this, but about 30 days before Funnel Hacking Live actually happened, we had to make the decision if it was going to happen. And it's one of those weird meetings where it's like, "Do we do this? Or do we not?" Because COVID numbers are spiking and all sorts of like just the chaos and just all the things that were happening. And we had to basically put down a down payment on Hogwarts because yes, we rented Hogwarts for the inner circle and two comma club winners. And so that was like the drop dead. We have to write a check right now for, I don't know how much it was, quarter million dollars or whatever it was for Hogwarts. "Are we do this or not because there's no way to get this money back if we decide to not do Funnel Hacking Live," and I was like, "Wait, we may not be doing Funnel Hacking Live?" And they're like, "Well, this is the last shot to change it." I'm like, "Ah." So there's all the fear behind that. So finally, I was like, "All right, we're doing it. Put the money down. This is happening." As we got closer to the event, one of my kids got COVID at school and we're like, "Oh no," because I was like, "I don't really care. I'm not too nervous about getting COVID." Other than if I get COVID during the event, like that would be tragic, right? Like everyone's coming to hear me talk about funnels and stuff. And if I'm not there, I can't speak. Or are people can get on stage and get their pictures with me or all the different things. Give their awards on stage and it could have ruined the whole event for so many people who'd put it in life savings for some people to come and travel here and to be part of this thing. I got really, really nervous and so I started doing everything you can dream of to protect myself and my health. I was taking every pill and powder you can dream of. I had my natural path coming and doing I.V. drips throughout the day, so I'm working while I've got bags of stuff, hooked to all my veins and all the chaos to try to make sure that we could stay healthy for the event. We also normally fly commercial there, but I was like, "Anything I can do to minimize my exposure until the event happens the better." So we flew private out there and we got to FHL and we got their day earlier than I normally do, which was actually really nice. A chance to get to see everything and watch things get set up. You could tell there was something about year that was just different. The energy in the hallways. And you saw people was just, you could tell people missed being around each other and missed networking and all that kind of stuff. And so everything started building up towards that. And I remember the night before, so we did our big party at Hogwarts. We took the inner circle members and two comma cup winners and two comma club X-ers and all of our high-end coaching people to Hogwarts and we rented the whole thing out, which was crazy. So we got to be hanging out in Diagon Alley, and ride a Gringotts ride, and then get butter beer and just hang out and network. It was really a really cool special time for, I think everybody. But for me, I had to like leave a little early cause I was like, "I'm still not done with my slides," as Russell normally does. In fact, we brought our two twins. One of them was just like, "Dad, you're still not done with your slides" like this is crazy." I'm like, "I know I just- there's so many of them to do." Anyways, went back home that night and got everything ready. The next day was Funnel Hacking Live day. Those who haven't been to our event before, we don't start till like noon on day one, which gives us the morning to keep getting people registered and just gives me the morning to kind of prepare and make sure that I'm ready. It's scary when you start at nine. That means you have to be up by like six, preparing. Day one, we start at noon, which is really, really nice. And this day one was going to be interesting for a lot of reasons. Number one, it was the first time we had a virtual audience at home plus our normal people in the audience. And so there's kind of that dynamic that we had to kind of figure out at first, but also this year was our Click Funnel seven year birthday. And so I got up of very beginning and talked about entrepreneurship. Excuse me, I have a cough right now. I'm kind of recovering from, from Funnel Hacking Live, honestly. Anyway, and so I did my initial presentation and then I brought Todd out because we had something that we've been secretive and kept secret for the last, over a year now, which is, which is crazy that I kept a secret that long. You guys should be so proud of me. I'm not, I'm not very good at keeping secrets, but we announced that we are about to launch Click Funnels 2.0 and people went crazy. We kind of talked about it a little bit and I said, "You guys want to see a video of people who've actually seen Click Funnels 2.0?" and everyone went crazy as we watched this reveal video of just everybody watching it and freaking out. And it ended. And I was like, "Who here wants to see Click Funnels 2.0?" And they all went crazy and I was like, "Cool, tomorrow's our birthday. And tomorrow we're going to show you all inside everything." And it just like got quietly, just dead, quiet, awkwardly, quiet. I was like, "Oh crap, what do we, what do we do now?" And then I didn't know how to transition. That's when Todd is going to transition off stage and I was going to start the keynote presentation that I was going to give. It was just this weird thing. And I was like, "Okay, well, thanks, Todd." He kind of walks off. I totally messed that part up. And then I turned around and looked the audience and they were all just like, "You're really not going to show it to us right now?" I was like, "No, if I went to my first presentation," excuse me, which was one I was really excited for, it's called advanced funnel audibles. But because of the weird energy, I feel like the energy kind of dropped with my not giving them any info on 2.0 and do that next presentation. And it was the more advanced one. And I was so excited for that one, but I didn't feel like that one nailed it. I don't know when you're on stage. You can, you can feel like which one's like, "This crushed it," and which one's kind of you're like, "That didn't quite go perfect." And so I did the presentation. I think again, it was great, but it just didn't land. The energy wasn't what I wanted when I was sharing that. I wanted that to be my kickoff. So that was kind of one of those things where it's like, I think people understood what I was talking about. Blown away, but the energy just kind of wasn't... Anyway, this is me re-second guessing everything. I want to go back and redo day number one. But after that, then Anthony Trucks came and spoke on identity shifts and he was amazing. I've known him for quite a few years, but it's the first time I'd ever seen him speak in person and he just brought the level of energy and excitement that he brought was amazing. And just talking about his life and how many times he had these identity shifts in his life and how it affected everything and how to actually be able to take your identity and consciously change it, to be able to get the outcome that you're looking for in life. It was really, really cool. So Anthony spoke. After that Kaylin Poland came and spoke, which is exciting, because I wanted her to show how a lot of times people aren't in our industry, in our Click Funnels world, they think, "Oh, why sell physical products?" Or "I sell info products." Or they have a thing that they do. And I was trying to have Caitlin show that, no, you have a customer and you serve that customer. Right? And you do it through all means possible. You can sell them information, or physical products, or supplements, or coaching, or clothing, or whatever, your job is to serve those people. And that's the focal point. So she showed how they'd done that, Lady Boss, and how they've grown this huge company because of it. And that was really, really cool. After that, then we brought Stu McLaren on stage and we were able to give him a check for him and his wife's charity called Village Impact. And that's the group that I go to Kenya with every... Man, almost every year seems like. We're going in March, I believe, as long as it doesn't get canceled. But when we first launched Click Funnels, we set up where every time somebody builds a funnel, we donate a dollar towards the Village Impact and so this year's check was crazy. It's over $200,000, which was so cool and it's going to help so many amazing kids over in Africa. That was really fun. And then we also had a chance to launch a new site we'd built for Operation Underground Railroad called the Save a Child Challenge. And so we launched that at Funnel Hacking Live, which was really, really cool as well. And that was kind of everything before dinner. And then we fed everyone dinner there, because we wanted to keep people close around. And then that night we did workshops. Typically, if you've been to Funnel Hacking Live, in the past we do these round tables and everyone has a chance to be around the round tables, but because of COVID restrictions and stuff, we thought it'd be better to just do breakout rooms kind of. We had four breakout rooms. Jim Edwards went and talked about copywriting and he helped everybody actually build out their customer avatar, which is really cool because it's the foundation of all copy where most people never even do that. So he got them to actually build that out, which was really, really cool. Catherine Jones was back this year again, and she talked about funnels and building funnels and she did an amazing job as well. Rachel Miller came and talked about free traffic, which was really cool. And then Myron Golden talked about sales. And so those four people run these hour long workout workshop rooms. And while I was sitting there, I was supposed to be doing this other presentation that I was really excited for, but I was still kind of bummed about my my earlier presentation. I was like, "I don't want to give this. I just want to go home. I'm so tired. I want to go to bed. It's been such a long, stressful day," and all of a sudden people started filling back in the rooms and I'm like, "Oh man, I got to do this." And so I got on stage and I did my second presentation for the day, which was called Virtual Real Estate Secrets. And for whatever reason, I never know which ones are going to hit or not hit. But for whatever reason, the energy during that presentation nailed it. People were excited, they were on fire. They were just excited about the possibilities. What I was showing them was, I've talked about before on this podcast, but sometimes we talk about trying to build this huge empire. We're going to have tons of followers and fans and all these kind of things, but the reality is there's other ways to make money online too. And I talked about how in real estate you can buy a house and you can flip it. You can buy it and you can rehab it. You can buy it and you can put renters in it. There's all these things you do with real estate and I’m like, you can do the same things with virtual real estate, these little websites, these little funnels. And so I had like probably a dozen examples of little businesses that I've built that are just kind of running on autopilot, my little virtual real estate empire. And I kind of showed those things. And anyway, I think it was really cool because I think a lot of people, it opened their mind like, "Oh my gosh, I could do that. I could do that." And I started helping them just have ideas, of ways that they could get started easily without having to stress about, "What's my message going to be and who are my people," and all the things I think a lot of people get nervous about. So it's like, "Well, don't worry about that right now. Let's just make some small businesses. Make a business cash flows you a hundred bucks or 500 bucks or a thousand bucks." These are really easy to do when you understand the basics, so that was really fun one. And that wrapped up day number one, which was really cool. So anyway, I'm going to do a couple episodes, kind of talking about some of the core things that we did in this event. Throughout I'll also talk about the things we do during the event to help stimulate sales later in the event. Because you guys come to me, you want to learn marketing. So how do we use Funnel Hacking Live? How did we, did we use it to generate well over $10 million from the event? And so I'll talk about some of those things, but it all started on day number one. Day number one, the goal is to blow their minds, get them where like, "Man, if this is all I got this was still worth it." That's the first thing we want people thinking. And then also is helping them understand that there's a vision bigger than you. So you've ever noticed that Funnel Hacking Live day number one, we always have some kind of charity component where they're watching me give money to charity. And then also we're asking them to give money to charity because it helps train people on how does the room work if you're going to give somebody money, where do you go? Like where's the back of the room, where's the table? But also it shows that me and Todd, who are the ones who run this company, run the event like that. That we don't just say this stuff. We practice what we preach. We're donating money. We're giving money. In fact, you'll notice, we'll talk about this later, but on day four, whatever money people give to the Save a Child Challenge, we matched it. We're trying to show that like, "Hey, we also are doing these things too. I'm not asking you to anything that we're not willing to do as well." And so it all kind of starts with that day number one is blowing their minds, making them see that you're doing the same things you're asking them to do and just giving them a really good experience. And that's kind of how the very beginning of Funnel Hacking Live went this year, 2021. So those who were there, if you enjoyed it, please, take a picture of this podcast episode and tag me in it and let me know what your biggest favorite thing was from day number one, there's so many cool speakers, so many cool things. For me, my favorite thing I think was my last presentation, when I did the virtual real estate presentation, I can just feel the energy was perfect. And everyone was so excited. That and also the Initial Launch 2.0. I did the whole teasing thing and everyone's energy dropped. It was still cool to be able to finally talk about this thing that we've been talking about for so long. We were so excited to share with the world. So anyway, there's day number one at Funnel Hacking Live. Learn more about your ad choices. Visit megaphone.fm/adchoices

Enjoy another awesome episode from the Traffic Secrets book launch podcast. Want your Dream influencers to start promoting you, your business, and your products? It took Russell a decade of relationship building to get some of his biggest influencers. But now he's figured out the FORMULA. You'll learn... Why building a platform is the BEST way to infiltrate your Dream 100. How to choose what TYPE of platform you should build. Why you should publish NEW CONTENT every single day for an entire year. Listen in to learn more! Also, go get your FREE copy of Traffic Secrets here! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- Hey everybody, this is Russell. Welcome back to our fun hangout time in quarantine, every single day. I am trying to set up, I'm sitting in a different spot, so I can actually sit in a chair today, because the last two weeks I've been sitting on the floor and my legs are burning. So we're hanging out a little differently. Hopefully this still works and you guys can all hear me. And right now, we are live on Facebook and Instagram, and I'm excited to be hanging out with you guys today. So, it is Friday. We are a couple of weeks into this whole crazy quarantine now. I think I told you guys, Boise officially got locked down a couple of days ago, which is good for you guys. Means we all get to hang out more often here, and we're going to start sharing more things from the books. And I'm curious, how many guys have had a chance to listen to the entire audiobook? I know that the new Traffic Secrets book doesn't actually ship until May fifth, but the audio book is available. I sat in a theater, or studio actually, for seven days. It took me three days to read the Traffic Secrets book, two days to read the DotCom Secrets, and two days read the Expert Secrets book. I got audiobooks done of all three of the new updated versions, but curious how many guys actually had a chance to listen to the whole thing? I know a bunch of guys were like, "I'm going to buy it. I'm going to get the audio book, and I'm going to listen to the whole thing before tomorrow." So hopefully a bunch of you guys had a chance to listen to it, which would be really fun. So, all right, Chris Baden said, "Me." All right, so, good. If not, it's time to... What are you guys doing? We're sitting around doing nothing anyway. Might as well be listening to sharpen your saw, sharpen your mind, and getting prepared for what's coming next. So, Austin said, "Russell, BJJ or wrestling?" Come on, now. Wrestling is the greatest sport of all time, but BJJ is number two. So, it is good. All right, are you guys excited for today, I'm going to read some more of the book. In fact, we are finishing up section number one today, here inside Traffic Secrets. I'm going to open this thing up. And this is the box set, this is the trilogy. And it's funny, I sent this to Liz Benny, a picture. I'm like, "This is the trilogy." And she's like, "Russell, there's four books. A trilogy only has three." And I was like, "Crap." Well, I'm like, "This is the trilogy, and this is the workbook that goes with the trilogy. So there's four books in a trilogy." I don't know. "Trilogy" sounds cooler. So, there you go. And check this out, if you see the book... Can you guys see the box set? It's really cool. It says, "The Secrets Trilogy by Russell Brunson." On the back, it's got the Dotcom Secrets is the framework, Expert Secrets is the fire, Traffic Secrets is the fuel, and then Unlock Secrets is your playbook. And then this side is a quote, I don't know, it might be backwards for you guys. It says "You're just one funnel away," and then a quote from Garrett White says, "The life you want, the marriage you want, and the family want are going to be fueled by the businesses you build." And so that's kind of what's in the box set. All right. Let's open this up. We're going back in Traffic Secrets. We've been doing this every single day now for almost two weeks, which has been a lot of fun for me. And we're almost to the end. Today we're going to finish up talking about the first section of the book, which is going to be cool. So we've covered a lot of stuff. So section number one in the book is all about... In fact, if you look at the title, section one is called "Your Dream Customer." It's really understanding and mastering your customer. Where are they at? How do we find them? How do we get a hold of them? What are the hooks, the stories, the offers for you to grab their attention, to pull them into your world? Who's already congregated? How do we follow up with those people? All the things we've been talking about. And so, secret number seven is infiltrating the Dream 100. How do you do that? It's going to be really fun. And then next week, we're getting into section number two of the book, which is called "Fill your Funnel." This is now where we started breaking down different networks. We're going to Facebook, Instagram, Google, YouTube, podcasting, and a bunch of other ones. I'll show you guys a pattern of how we dominate all of those. But when you understand the pattern, what's cool about it is we'll give you the ability to dominate anything. Cause you can use this process to dominate TikToks, Twitch, the new platforms coming out next week. Xavier said, "Throwing my wallet on the screen." That's amazing. I love it. I love it. All right. So we're going to Dream 100. So, infiltrating your Dream 100. How do you get into those people? This is the question a lot of people have, cause I've been talking about Dream 100 pretty consistently now for a decade. I tell people, "Build your Dream 100. Go find those people. Network with them, build relationships, get them to promote you." Things like that. And it's funny, because some people hear me say that, and they don't do anything about it. That's the majority of people. Some people hear me, they build the Dream 100 and start contacting, but they never get in with them. They never ask them to do anything. They just kind of start the exercise, but they don't actually finish it. And so this is going to help you guys understand how to finish this exercise. How do you take this Dream 100, and how do you infiltrate it? How do you build relationships? How do you get in with them? So secret number seven, we're on page 104. Those who are following along in your books, which haven't been shipped yet. They ship May fifth though, so you should be getting them about a month from now. You guys should all start getting your books. If you don't have your book yet, or the audiobook, you can go get a free copy at trafficsecrets.com. You just got to cover the shipping, which is not that much money. I think it's under 10 bucks in the U.S., And a little more international. If you go to trafficsecrets.com, you can get it. There's a bunch of amazing videos and you get immediately the bonuses. Plus, the order form bump is the audiobook. So if you want to listen to it this weekend, you can go upgrade your order and get the audiobook, and you can listen to me reading this entire book to you. And yeah, so it's kind of fun. All right. So, infiltrating the Dream 100. So I want to tell you guys a story that I tell in the book. How many of you guys remember the Arsenio Hall Show? How many of you guys are old enough? I turn 40 this year. So, old enough to remember that Arsenio Hall Show. He's the late-night "Who, who." That's Arsenio Hall, right? Now, I remember when I was growing up, my parents would not let me watch the Arsenio Hall Show for whatever reason. I think it was cause it was late-night. But my friend's parents let him watch it all the time. So he'd always talk about it, and he was always doing that thing. And so, I remember he would tell me stories and I always wanted to watch it. I never did, until one night, we had a sleepover at his house and I got to watch the Arsenio Hall Show. It was so cool, because he would run out, and he does this "Who, who, who," and everyone's excited. He's interviewing people, and they're funny people. And it was just this really cool thing. And what's interesting is, I started doing... Oh, actually, this was really funny. After we saw that, that became our thing. That was Arsenio Hall's thing, but that became our thing. We were playing basketball, we'd dunk on someone. We'd play football, catch a touchdown, and like, "Who, who." It became all of our things, right? Oh, someone said that their aunt worked on the show. How cool is that? All right. So, Arsenio Hall Show, at the peak of it, in fact, in June 1992, Bill Clinton, who was running for president at the time, came on the Arsenio Hall Show, played the saxophone. He played the song Heartbreak Hotel, and many people said that one of the main... Not the main reason, but a big reason why President Clinton won the election is because the people who watched Arsenio Hall Show. They said it helped build his popularity among minority and younger voters, which is one of the main... Not main, but one of the major reasons why he won the election. Which is very interesting, right? Anyway, so then two years after that, Arsenio Hall Show gets canceled, right? And then how many guys have heard of Arsenio Hall since then? No one has, right? He disappeared off the face of the planet. What happened? Until a couple years ago in 2012... I can't believe it was 2012. That was really 10 years ago? I don't know what year we're in right now. In quarantine time, I don't remember what year we're in. Anyway, 2012, we're watching Celebrity Apprentice, cause that's what we do. And all of a sudden, Arsenio Hall is one of the contestants on Celebrity Apprentice. Which we're like, "This is amazing," right? So we're watching this whole thing and there was something interesting that happened. So they do different fundraisers on Celebrity Apprentice, things are happening. And then one of the episodes was a fundraiser. And so all the contestants jump on the phone, they're calling all their friends, everyone they know, they're trying to raise money, right? And every single one of the celebrities get on the phone and raise money. Somebody raise 30 grand, some raise hundreds of thousands. Everyone's got different levels of it. A couple of people raised half a million or something. Everybody raised money, except for one contestant. Can you guess which contestant that was? The only contestant that raised not even a penny was Arsenio Hall. And you see the scene, he's on the phone with his address book, and he's calling person after person after person, nobody will return his call. He's like, "Why is nobody returning my calls?" And then at the very end, they tally up, and he's the only one that doesn't get any money. And they showed us a little clip of him in the boardroom or whatever, talking to the camera. And he's all frustrated. And he just looks at it, and he says, "You know what?" He said, "When I had my own show, everybody returned my call." Boom. Okay? Now, most people missed that. But for me, it rang in my head like a bell. When Arsenio Hall had a show, he had a platform. He was able to call anyone on earth, including Bill Clinton, who was currently running for president and say, "Do you want to be on my show, man?" And the next day, Bill Clinton's on his show, playing saxophone, right? He loses his show, loses his platform. No one returns his call. People ask me, "Russell, how in the world did you get in with Tony Robbins and Dean Grasiozi, and all these people?" And I would love to think that the reason why I got in with all these guys is because I'm so nice, or charismatic, or maybe think my haircut's cool, or whatever. Right? And as much as I wish that was the truth, I know, I'm fully aware that the reason why I was able to get into my Dream 100 is because the thing that I have to offer them is my platform. That is what I have to offer people. So when I met Tony, I'm like, "Hey Tony, I've got a whole bunch of entrepreneurs that follow me. Can I interview you? Can I get to know you? Can I..." I met Dean, "Hey Dean, I want to help promote you. Hey Dean, do you want to be on my show? Hey..." And you can name off all the people in my Dream 100, everyone I've tried to get, my platform is the thing that I had to offer my Dream 100. It's the tangible thing that I own, that I control, that provides value to people who are three, or four, or five levels above me. Right? And so, for you, the question is, you're building this Dream 100, and then how are you going to approach them? Like, "Hey, Dream 100, can you do this thing for me? Can you do this thing?" They're going to say "no," right? They have enough things happening in their lives. The thing you have to offer them is your platform, but you've got to have a platform. Right? And so that's this whole secret number seven is about, is building up your platform. So what does your platform look like? Well, for everyone it's going to be different. Some of you guys... In fact, I'm going to do a poll right here. How many of you guys right now who are listening to this love to write? Like, "I love writing. If I could just write all day, I'd be the happiest person in the world." Okay. If you are someone who loves to write, the platform you need to be building is you need to be starting a blog. You should be writing. How many of you guys are like, "Writing sounds like the worst thing on planet earth. I do not want to write ever, but I love to talk." Right? Okay. Maybe for you, you should be starting a podcast. That's the platform. You love talking and speaking, that should be your thing. How many of you guys are like, "I like writing, podcasting, but I love being on video. I want people to see my face. I want them to see my excitement. Oh, this is amazing." For those, you guys should be starting a video channel, a vlog, a YouTube channel, or Instagram, or Facebook, or somewhere. You got to find the spot that you're the most comfortable. Okay? Because if you're not comfortable, you're not going to be consistent with it. That's number one, figuring out, where do you want to build your platform at? Right? And then, you've got to start actually growing it. Okay? And I have a whole bunch of stuff here, I wish I could read all of it to you. Starting on page 112, it's like, how do you find your voice? Because when you first start your own show, it's scary, right? How do you know how to talk? If you listen to the first 40 plus episodes of my podcast, they were really bad. I was shy and awkward, nervous. And people are like, "Russell, you seem like such a natural communicator. How did you become so natural at it?" I became natural because I published 800 episodes of my podcast consistently three to five times a week, every single day for the last eight years. Okay? And I've been on Facebook Live hundreds of times. And I've been on tons of other… I sound natural because I've done it a lot. I found my voice and I continue to try to develop it and make it better. But it's consistency. Okay? Before any of you guys saw me up here talking to you, it was a decade of me putting in the time and the effort of publishing, and finding my voice, and doing it over and over and over again. And so what I want to recommend for all of you guys is you need to pick a platform, whatever one it is, especially now, especially during times when everyone's stressing out. This is your shot, your chance to step up as the leader that your people are looking for, and start talking. Start sharing. Start giving faith and hope and a brighter future for your people. Now is the time. So I want to challenge you guys to figure out... If you're a writer, you're starting a blog, and I would recommend going to medium.com, starting a blog there. If you're a speaker, you're going to start a podcast. If you like video, you can start a video vlog. And I don't care if it's on Facebook Live, YouTube Live, I don't care. Pick a platform and stick with it. And then, I challenge you to publish every single day for the next year. Starting today. Not mañana, starting today. I want you to publish every single day for an entire year. Okay? And at first you're like, "I don't have stuff to talk about for entire year." I get it. Okay? But what's magic is that you start speaking, more things will come to you. Okay? As you open up your mouth, the Lord will bless you with more ideas, more inspiration, more things. As you share, as you give, as you're helping other people, more stuff will come to you. So it's very important to understand that. Okay? So you got to publish every single day for at least a year. And the reason why we do this is a couple of things. Number one, at first, you are going to be very, very bad. Okay? So you need to start publishing to be able to find your voice, this is the big part of it. If you don't start publishing now, you will never find your voice. The reason I'm good today is because eight years ago, I started publishing every single day. Okay? So you start publishing to find your voice. And first you're like, "Oh, but no one's listening to me." That's good. Cause you suck right now. So it's okay that no one's listening to you. You shouldn't worry about it. Now's the time for you to find your voice and learn how to actually speak and figure out what people actually want to hear. Number two... So number one is for you to find your voice. Number two is you have to publish long enough for people to find you. Okay? Number one, you're finding your voice. Number two, it's you're publishing long enough for them to find you. And there's a really cool blog post that my buddy, Nathan Barry, wrote on his blog. It's called Endure Long Enough to Get Noticed. I'm going to read it, cause it's one of the most powerful things I could possibly share for you guys. He said, "How many great TV shows have you discovered in season three or later? I started watching Game of Thrones after they had released five seasons. Pat Flynn had released at least 100 episodes of his podcast before I even knew it existed. I discovered Hardcore History years after Dan Carlin started producing it. This is such a common experience. There's so much content being produced that we can't possibly discover it all. So instead, we wait for the best content to float to the surface after time. If step number one in building an audience is to create great content, step number two is to endure long enough to get it noticed. Seth Godin is very generous with his time and will appear in almost any relevant podcast, but you have to have recorded at least 100 episodes first. His filter is creators who have shown they're willing to show up consistently for a long time." Oh, oh, this is so good. Do you guys get this? All right. So step number one, you're doing this, publishing everyday for a year on your chosen platform. I don't care what it is. Okay? Number one reason is for you to find your voice. At first, no one is going to be listening and you're going to suck at it, and that's okay. That's the plan. That's the process. Okay? Number two is you're doing it so that your audience can find you. If you just published three episodes, they're never going to find you. You publish 100, they're going to start finding you. You publish every day for a year, you'll have endured long enough that your people will start finding you. Okay, when I launched my first podcast, it was called Marketing in your Car. And I did the same exercise I'm asking you. I was like, "What am I going to be most comfortable with? What can I be most consistent with?" I was like, "If I do an interview show, I have to have microphones and stuff. I'll never do it because it will be too hard." But I was like, "I'm in my car every day for 10 minutes. I'm just going to record a podcast while I'm driving." So I called it Marketing in your Car podcast. And I knew I'm going to be consistent, and do it at least three times a week, and maybe more. And I had days where I did it every single day. And I did it for years. Now, I was lucky at the beginning. I didn't know how to check my stats. So because of that, I never checked my stats. And so what's amazing is, I think I was three years into publishing my podcast before I learned how to find out if people were actually listening. And I am so grateful I never knew. Cause if I had known that the first 40, 50, 60 episodes had 10 listens each, I probably wouldn't have kept doing it, if I'm completely honest. But now I've done this many. Every episode that I publish gets tens of thousands of downloads. Okay? But I had to keep doing it consistently for long enough for my people to find me. And I do it consistently long enough to find my voice. And so that's the secret to Dream 100. And then, when you have your own platform, now you can go to these people who are your Dream 100, and be like, "Hey, I've got a podcast. Yu want to be on it? Hey, I got a YouTube show. You want to be on it? Hey..." And now you have something of value to provide to them. That's the thing you have to provide your Dream 100 is your platform. That is the big secret. And some of you guys are like, "Russell, do I have to publish if I'm going to get Traffic Secrets?" You don't have to. There's a lot of ways to drive traffic. But I promise you, this will make a very holistic traffic. It gives you the ability to find your voice. It gives you the ability to infiltrate your Dream 100, to build the relationships with people you didn't have the ability to before. In fact, as you read this, it's... This is your journey, right? In your podcast, you're documenting your journey of the result you're trying to get for yourself. And here, you're telling your story along the way. I wish I could go on for two days about this alone. But my job is, I'm documenting my journey. Every single podcast, I'm telling my story. I'm talking about what I'm learning today, where I'm going, what I'm trying to figure out, as you're doing this journey to get a certain result for yourself. So don't think, "I'll start my podcast after I figure it out." No, you start today. Figure out what's the result you're trying to get for yourself. Okay? And then document your journey along the way. Every episode is a documentation. Then, in between here, this is your Dream 100. You're pulling people in and you're interviewing them. You're pulling them in, you're interviewing them, and you're building relationships. You have a chance to interview someone for 30 minutes or an hour on your podcast, on your show, on your video, you build the relationship with your Dream 100 you can't get in any other way. Okay? It opens up so many doors, so many gates, and that is the big secret. So infiltrating your Dream 100, you guys, it all starts with building out your own show. I wish that I could just fly to your house and force you to do it. Most of you won't, but the ones who do are the ones who are going to thrive during this time of economic uncertainty, okay? Your people are waiting for you. They're waiting for your voice. They're waiting for your guidance, your leadership. And unless you start doing it, they're never going to find you. And so they always say... This is an old Chinese proverb. "The best time to plant a tree was 20 years ago. The second best time is right now." So, today. This is the time you guys. You're sitting around and you're in quarantine. You got a whole weekend to figure it out. Figure out, how do we blog? It's easy. You go to medium.com, create an account. Boom. You can start blogging today. Okay? "I don't know how to start a podcast." There's an app called anchor.fm, I think. It's free or five bucks on your phone. You download it. Boom. You can be podcasting today. Okay? A video, I went to Facebook, I put "Go Live." Boom. I'm live. YouTube, same thing. You don't have to wait. Now is the time. Start publishing, start finding your voice, document your journey towards something that you're trying to create, something you're trying to learn, and just share what you're doing. You don't have to make things highly-produced. You're just talking and telling your stories and what you're learning along the way. And as you do that, two things will happen. Number one, you will find your voice. And number two, you endure long enough that your people will be able to find you. All right, guys, I got to bounce, cause I've got an interview with one of my Dream 100 starting two minutes. Yes, I practice what I preach. So I got to jump off here. If you don't have a copy of your book yet, go to trafficsecrets.com and get it. The hardbounds don't ship till May fifth, but the audiobook is available right now. So go and get it. I highly recommend get the order form bump, which is the audiobook. You can listen, for seven hours, me read this entire book to you. So by this time on Monday, when we're hanging out again, you can have this whole book in your brain and done. All right, I have to go, guys. I start in one minute. Appreciate you all. Thanks for everything, you guys. Start publishing. Now is the time. Your people are waiting for you. Let's go. All right. Thanks, you guys. Talk soon. Learn more about your ad choices. Visit megaphone.fm/adchoices

Enjoy another awesome episode from the Traffic Secrets book launch podcast.Want to exponentially increase how much money you make on every new lead? Well... for every $1 Russell makes on the front-end funnel, he makes $16 with his follow-up funnel over the next 30 days. On this episode, you're going to learn... Why you should be willing to spend up to $3 to acquire a new lead (IF you have a follow-up funnel). The 3 closes that every sales page MUST have. Listen in to learn more! Also, go get your FREE copy of Traffic Secrets here!Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Learn more about your ad choices. Visit megaphone.fm/adchoices