The Russell Brunson Show

Enjoy another awesome episode from the Traffic Secrets book launch podcast. Want FULL ACCESS to your dream customers? What if you didn't need permission from Facebook or Google to talk to your dream customers? On this episode, you'll learn... Why your email list should be your NUMBER ONE growth metric. How Russell made his first $70 by building an email list illegally. How to convert ANY website visitor into traffic that you OWN and never have to pay for again. 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--- What's up everybody. This is Russell Brunson. Welcome back to our chance every day where we get to hangout and talk about traffic and funnels and all of the fun things. Excited to be with you guys here today. It's actually kind of cool be in this whole quarantine thing. Where outside everything looks normal and it's this weird, eerie feeling. But then inside we can hangout and be with our family, our friends, we can go live, we can share thoughts, ideas. I think this has been a really cool time for so many people to start sharpening their saw, and starting to get smarter and better about what they're doing and why their doing it and how they're doing it and all kind of stuff. So I'm excited to be here with you guys today. We're going to be talking more about traffic secrets. Today we're going to be covering the third type of traffic. Yesterday we talked about the first two types of traffic. Traffic that you control, traffic that you earned and then today we're talking about the third type, which is traffic that you... you guys know what it is? Traffic that you own. That's the best kind of traffic. So we're going to be going to that in here a few seconds. But while we're waiting for everybody to jump on and get here, I want to make sure you guys know that we're in the middle of the traffic series book launch, which is kind of fun. We've been selling books like crazy. This is the highest numbering funnel we've done so far. So for my funnel hackers, if you're going through the funnel make sure to buy slowly and watch the process and see what's happening and why it's happening because it's doing really, really well. You can go to trafficsecrets.com. This is it right here. There's the video. In fact, you watch the video, I'm very proud of the video, hopefully you'll learn some stuff just from watching that. You can see the offers, you can buy the book for free, just cover shipping and handling, it's 9.95 shipping in the U.S., a little bit more internationally, but you can go get that there. Scroll down you can see the sales pitch. This is a chance, look at what I'm doing, you guys. I spent two years writing the book and about the same amount of time brainstorming this funnel and getting it live and ready. It is over 20,000 books sold and it's kept a $63 average cart value, which is insane. Especially knowing that a lot of you guys are my funnel hackers. You're like, "I bough the book six times. I want to get everybody's bonuses." With that said, to be able to keep the average cart value that high I would say the real average cart value, if I were to pull out all the duplicates, the average is probably 80 plus dollars, which is insane. Most book funnels are 20 to 30 bucks max. The funnels are awesome, so make sure to go watch it, buy slowly, learn some stuff while you're doing it. You just go to trafficsecrets.com. For those of you that are extra bored, especially if you're bored with your kids, right here is funnelflix.com. And if you go to funnelflix.com, you can get a free premiere week. Which basically you go in there, and you get a bunch of video for free. Including the very first one, which is from, I don't know if you can see it right there, that is Frank Kern... this is Frank Kern right here. He spoke at Funnel Hacking Live. Nobody knew he was coming, we kept it a surprise and he came out and people lost their mind. Frank is one of the original OGs. When I was learning internet marketing, Frank was one of the dudes teaching it. You can actually go and literally go watch his presentation online for free, bunch of other ones as well. Julius, I hear he's got 5,000,000 followers on Instagram. He walks you how he does it, how he did it. You get that one for free. You get one from me for free. Anyway if you go to funnelflix.com you get Funnel Flix premiere week for free. Then if you go over here to trafficsecrets.com, you get Traffic Secrets for free. So anyway, that's what's happening. All right with that said, you guys, we got a full audience between Instagram we're about 160 people, Facebook we're at 155-ish, so we've got 300 people here. We can start this party and get started and it should be fun. Lionel said, "I think I found my ADD community." Yes, welcome to the ADD-nis. All right. Okay, so today we're talking again about Traffic Secrets. If you don't have your free copy of the book, go to trafficsecrets.com. And this is the box set with all the books. If you don't know anything about me, these are the books I've written. Dotcom Secrets is the first book. This is the new updated hardbound version. This is Expert Secrets is the second book. And Traffic Seekers is the third and final book in the trilogy. And Unlock the Secrets is this amazing workbook that goes with all of these books here. It's kind of fun. Anyhoo, let me pull out book number one. All right, the Traffic Secrets book. So here we go, Traffic Secrets. Today we're going to be going into one of the secrets. Brian saying, "How do you get the box set?" The box set is not for sale right now unless after you get the Traffic Secrets book the upsale may or may not be the box set. This is all pre-order, these aren't shipped till May 5th. But the audio books are available today. I spent three days in the studio reading the Traffic Secrets book. It's a seven hour audio, you can go and get that. It's for the order form bump. You can grab that, plug it in and start listening, which is kind of cool. Also, we've got the audio books of the Dotcom Expert Secrets new update as well as part of the sales funnel. If you go through the funnel, you'll see all the cool stuff. So you just got to go to trafficsecrets.com and slowly today go through the funnel and have some fun with it. Reesio said, "How is my quarantine?" It's been good. We're having a good time. I think I'm driving my kids crazy sometimes, they're driving me crazy sometimes, but as a whole, we're doing really good. Thank you for asking. All right, hope you guys are all doing as well, good as well. My job for the next 25 minutes or so is to entertain you, get you excited, inspire you, open your mind to how to get traffic. What you do with traffic, how it all works. I've been doing these live on Instagram and Facebook every day for the last two weeks, so if you missed any of them feel free to go back there. We may or may not also be launching a Traffic Secrets podcast that'll have the recordings of these too. That may be live in the next day or so, I'll let you guys know and then you can start listening in there as well, which will be kind of cool. All right, here we go, Traffic Secrets. So what we covered so far. Section number one is all about your dream customer. Secret One we figure out who's your dream customer. We talked about figuring out and understanding them at a deep level. Figuring out are they moving towards pleasure or away from pain? What's interesting in this market today, I think two weeks ago a majority of customers were moving towards pleasure. Which meant your ads, your advertising is all focused on grabbing people or trying to move towards pleasure. Over the last two weeks, people are in pain and they're now in a state where they're moving away from pain. Looking at that lens, most of our advertising and marketing should be shifting from speaking to them moving towards pleasure to speaking to them moving away from pain. So there's a little hint from Section number one. We also talked about the difference between a searcher and a scroller. What advertising networks people are searching, which ones they're scrolling and how you differentiate your ads and your landing pages and everything based on if they're a searcher or a scroller, the pros and the cons. That was all secret number one. Number two we talked about now you know who they are. Where are they hiding? Where are they congregating? We've got to find those pockets of our dream customers so we can go and target them. We also talked about then who's already congregated and who are our dream 100? And we built the list of our dream 100. After that, secret number three, we talked about hook story offer. How do we throw our hooks in the water to grab their attention and we tell the story to increase perceived value of what it is we're selling them and then how we make them an offer. And secret number four. Yesterday we talked about with your dream 100 how do you work your way in and how do you buy your way in? And that's what brings us today. Today we're talking about secret number five, which is traffic that you own. So I'm going to jump right there, we're going to go through that. This is the best type of traffic of all the types of traffic that are out there. So many things I have to gloss through because this book is super huge and I can't just cover every... make sure you still get the book and read it because there's so many things, like in here, just in the last chapter, I walk through five of our front end funnels. I'll show you the stats, numbers, every single funnel, how it works. I talk about how much you spend on traffic, how much on ads. I give you very detailed numbers. It's like six pages of the numbers of the funnel that you can get inside the book and look at and say, okay, here's the product. How much is it sold for? Here's the order form bump. Here's the commissions, the percentages, here's how it all worked. I breakdown every funnel in great detail. Those are all things I can't do on a live like this that you get inside the book. Okay. Secret number five, traffic that you own. So if you look at the image here, you can see here is the dream 100, right. If you've done this exercise with me over the last couple days, here's Facebook, here's all the people that have already congregated my dream customers on Facebook. Here's Instagram, here's a lot of people that have already congregated in my dream customers Instagram. On Facebook, on YouTube, on Google, we find those people, we have our dream 100 list. Now we're trying to figure out from yesterday how do I work my way in and how do I buy my way into these audiences, okay? Because that's where are traffic's already at, we're just trying to work out way and buy our way in into the audiences. And then from there, this is what this whole secret's about: Traffic v. Yield. So all the time we're getting traffic, our goal's not to get traffic to sell products, our goal is to get traffic where we're either getting traffic that we've earned or traffic we control and we're converting it into traffic that we own. That's the big secret, okay. So, for example, traffic that I earn. If I'm earning traffic, it means I'm going out and I'm working for it, right. I'm getting on podcast interviews, I'm doing Facebook lives with people. I'm getting somebody to promote my product for me. This is stuff I'm not paying for, but I'm earning it, I'm putting in the time and the energy and the effort, okay. Traffic I control is I go to Facebook, right. And I don't own Facebook ads, right? Mark Zuckerberg, he owns all that traffic on Facebook, but he allows me and you to go to him and say, "Hey, I want to control some of that traffic. I will pay you if you let me divert some of that traffic from Facebook over into my funnel," okay? It's the traffic you control. There's traffic that I earn, I'm working my way in. There's traffic that I control, where I'm buying my way in. Now the goal of both those traffic sources is not just to sell a product. This is where most people get it wrong. This is the very shortsightedness of almost all entrepreneurs. They're like, "Oh, cool, I bought traffic from Facebook. I'm going to sell my product." Yes, that's part of the goal, but the bigger goal, the overarching strategy is to convert traffic that you earn and traffic that you control into traffic that you own. When you own traffic, you own your own destiny, right? If Facebook shutdown tomorrow, I'd be okay because I have an email list of, I don't know, one and a half to almost 2,000,000 people. So I own that traffic. Any day I can wake up like, "I want to send traffic to this." I can send an email and, boom, traffic goes there. I launch a new book, I want to send traffic here. Because I own that traffic, I own this ball of traffic, I can send it to this page or this page or that page. I can send it wherever I want because I own that traffic, okay? So all the other things I'm doing, all the other exercises of buying ads and working my way into doing podcast interviews and all those things, the only goal of those things is to convert the traffic that I'm controlling and then buying, or that I'm earning and controlling, into traffic that I own, because then I control my own destiny. For me, for the last few years, I've been working on that. For the last decade and a half I've been building my list, building my following, it's traffic that I own now. Even if Facebook disappears, if Google goes away tomorrow, I'm still going to be in business because I own traffic, okay? And that's the mindset shift of what you guys are all having, that you need to understand that you want to be able to own that traffic, okay? So that's what this whole secret's about, owning traffic. When I first kind of started understanding this, let's see... When I first started understanding this, it was back early in my journey. One of my first mentors was a guy named Mark Joiner. Some of you guys know Mark, he's amazing. He's the one who kept telling me, "Russ, we have to focus on building a list, building a list, that's the secret to internet marketing. Building a list, building a list." And I remember at the time there were all these people that were doing different ways to make money. And I was so grateful that my first mentor told me, "You have to build lists, you have to build lists," because that thing has saved me now for a decade and a half. During the ups and downs of the trials of my business and the safe parts of my business. Having a list has helped me to endure. The people who have email lists right now, are the ones who are going to thrive during this whole crazy recession and depression, whatever ends up happening. I don't even know what's going to happen. But those people are surviving because they're prepared for that, right? It's very important to understand that. Let's see. There's so many things I could share with you guys. Just get the book and read it, it's so good! Anyway. Okay. Oh, there's a story in here, but the story's four pages long. Part of me wants to read it, and part of me is like if I read that I'd lose half of you guys. I'll tell you the gist of the story and I'll read one part of it. So this was the day that I learned about list-building, the day it really got sunk in my head. I was like, "Oh my gosh, I need an email list," right? In fact, I told this story yesterday on an interview with Jim Edwards, it was kind of fun. All right, when I first started learning about this whole game of internet marketing, I started hearing people talk about email list. I remember reading and article online and it was about... sometimes you hear about the gurus and they make $30,000 in a weekend and you think it's scam, right? And the guy's like, "No, it's not a scam. Let me explain how this whole thing works." And he explained, he said, "The gurus, whatever you want to call them, they have an email list of maybe 10,000 people, or 30, or a 100,000 people." He said, "All they do is an email out to a 100,000 people and if they send an email to a 100,000 people and they get 10,000 people who actually go and sign up for the thing," right. "Say you send an email to 100,000 people, 10,000 people open the email, 5,000 click through to the thing, and then 500 of those people actually buy the product and let's say it's a $20 product, you just made 10 grand or 30 grand, whatever the math is," right. And he's just like, "It's just a numbers game." He said, "The reason why these gurus make a ton of money is because they spent the last X amount of time building up these huge email lists, right, traffic that they own." And when I read that I was like, "Oh my gosh," it was the epiphany and all of a sudden I understood." I was like, "I need my own email list." I didn't know how to get an email list. So the first thing I did was I jumped on Mr. Google. I said, "How do you get an email list?" And I started searching around and within a few minutes I found this website. I can't remember the domain exactly, I think it was spam for emailaddresses.com. I was like, "Sweet, that's what I need, spam for email addresses." So I went and there was some DVDs where you could buy a DVD with a 100,000 email addresses, one with 500,000, one with a 1,000,000. I'm like, "Well, if I'm going to get an email list, I want a 1,000,000." So I spent 70 bucks and bought a DVD with a million email addresses on it. I waited for it to get sent to me, I get this thing with 70,000,000 email addresses. I'm like, "I'm going to be rich." I'm doing the math in my head. Send an email to a 1,000,000 people, if I get a 100,000 to open, 10,000 to click, 5,000 to buy the thing times $20. If I could send an email every single day, I'm going to be rich. I'm doing the math in my head, I'm trying to explain to my wife, we'd just gotten married at the time. "You can literally quit your job tomorrow. We are going to be rich. I figured out the secret of internet marketing. This is going to be so easy." So I took this DVD, and back then the way we sent emails was different. It wasn't through an email auto responder, you had to buy desktop software. So I bought the software, I put it on my desktop and I uploaded the DVD with a 100,000,000 people's email addresses. I wrote an email and I remember that night, about to go to bed. And you have to remember this was almost 15 years ago. It was, no, probably 16-17 years ago. Anyway, it was before we have high speed internet, before we had cell phones, things like that. If you remember the internet back then, usually you had one phone line and it was your phone or your modem. So I had to crawl under my desk, unplug the phone and plug in my modem, get online. I remember that night writing an email, clicking send and then telling my wife I was like, "We'll be rich by morning. You can literally quit your job tomorrow." And I remember sitting there watching the email software, boom, one email sent, two emails sent, three, four. I'm like, "Oh, this is amazing!" I go to bed that night and I'm like a kid at Christmas time, laying there in bed thinking about it. Every couple of hours I get out of bed and run in, move the mouse to get my screensaver off and 600 sent, 800 sent, 2000 sent. I'm just freaking out, right? So finally the next morning I wake up, my wife's getting ready for work, I'm getting ready for school. And I sneak back in the room where the computer's at, I look at it. And overnight we'd sent, I think we'd sent 6500 emails or something like that during the night. And I was like, "Dang it, I thought I was going to send a million overnight. It's going way slower than I thought." Then Colette was like, "I need to use the phone." I'm like, "You have to use the phone? You don't understand, we're printing cash right now, we cannot use the phone." She's like, "I have to use the phone. I have to call someone at work." So I crawl under the desk, I go and unplug the modem, I plug back in the phone and as soon as I plug it in, I'm still under the desk, I hear the phone ring, brrg. I get out, I pick up the phone and on the other end was my internet service provider yelling at me and screaming at me and cursing me out. Telling me how many spam complaints that they got in the last four or five hours. They're shutting me down and they're going to potentially file a lawsuit and all this stuff. I just like, oh, crap, and I totally freaked out. Finally, the guy hangs up on me, shuts off my internet. I hang up the phone and Colette's like, "Who's that on the phone?" I'm like, "Uh, nobody. Oh, and by the way, please don't quit today. Just wait it out a couple days." She kind of laughs at me. Anyway, she goes to work and that day I'm kind of bummed out. I'm licking my wounds and I go and I put my backpack on and I'm walking to school. I get to school and I'm super bummed out because I lost internet. I can't even check my email, I've no internet right now. I go into the computer lab at school and I check my emails. I said I felt like, "I wonder if anybody bought anything?" So I logged into my PayPal account like I did many times prior, and every time I logged into PayPal in the past, there's always a big zero on top. How much money did you make? Zero dollars. I'm like, "Ah." And I logged in this time and guess what? It didn't say zero. First time ever, it said 70. I was like, "What?" I was like, "I made 70 bucks." The way I did it apparently was illegal, but I did it, I made 70 bucks. This actually works! And it was the proof I needed. This whole thing actually works. This whole idea of having a list works. I did it the wrong way, but there's got to be a right way to do this. So it started me on this journey of I have to figure out the legitimate way to build the email list because other people are doing it. I got a little taste of it, I made 70 bucks the wrong way so I got to figure out the right way. So I started this journey of I have to learn how to build a list, have to learn how to build the list. That became my obsession for the next decade of my life and it's still an obsession today, which is why I have a big email list, because I focus on it. In fact, every single day we have a company-wide meeting. We call it the Click Funnels Pulse Meeting. And one of the stats we share every single day is how many people joined our list yesterday? That's the number we're looking at. It's a metric, it's a KPI in our company. How many people today joined your list? It was interesting for all of you guys who are watching this, if you're not looking at that metric daily, your list probably isn't growing. I've seen some people who have a business, they'll grow a list and they get 10,000, 20,000, 30,000 people on the list and then they stop and go, "Oh, I got a list." And they send emails to the list and they're making money so their fine. But what happens is that list will start to atrophy over time, get smaller, smaller and eventually your business just disappears and dies. Your focus point is you need to consistently, continually always be building your list. That should be the number one metric. You wake up every morning, how many people joined my list yesterday? How many joined yesterday? I remember the first time I got that, one of my friends, Dagen Smith, he told me that. He asked me, "How many people a day join your email list?" I'm like, "I don't know." He's like, "You don't know that number?" "I mean people are joining, but I don't look at that." He's like, "Dude, what you watch, what you measure grows." And so I was like, "Okay. I'm going to start looking it." I started looking at it. I remember at the time there's probably 60-70 people a day joining my list, and so I started watching it. And what's crazy is I started looking at the numbers every single day, it started making me upset in my head. "Ah, only 70 people." Then your subconscious mind starts looking for ways. "Well, how do I make this bigger? How do I make it bigger?" As I'm sitting there thinking how to make it bigger, new ideas pop in my head. Then I morph from 70 a day to 100 a day to a 150 a day, and 500 a day to a 1,000 a day, to 2,000 a day. And it became the focal point of my business. For all you guys, when you start getting this book, that's what I talk about. All the things you're doing, from traffic you control, the traffic you're buying, the traffic that you're earning, the goal of all that traffic is just to convert into traffic that you own, which is your list. Your list is the key. If you look at, "What's the biggest secret of the Russ Brunson's internet marketing?" Your list is the key. You need to be building your list. That's the big aha, okay? You have to understand that. All the things I'm doing, from Facebook live to videos, to podcast interviews, to buying ads, the goal of all the thing is to build my list. And the key metric, the KPI I look at every single day, the most important one of my business for me, is how many people today joined my list? Okay. So all you guys need to be focusing on that. That's the big thing. Someone said, "What software do you use?" I use this weird software called Click Funnels. Click Funnels builds my list, it does everything. All right. That's the big thing to understand. Okay. So there's my little tangent, the way to understand, it's the traffic that you own, okay? And I told you that story already. When I'm doing all this stuff, when I'm buying ads, when I'm earning traffic, the goal of both of those is to get into traffic that I own, right? So when I'm on a podcast interview, I'm doing a podcast and I'm earning traffic while I'm there and being interviewed. At the end of it what do I say? At the end of it I'm like, "Hey, by the way, I got this cool new book called Traffic Secrets. Go to trafficsecrets.com to get a free copy." People go to trafficsecrets.com, they click on the button, they put in their what? Email address. Then what happens? They join my list. Oh. That's the goal. If I do the podcast interviews, not just do an interview. I do an interview the interview's not like that's okay. Yeah, I want to sell copies of the book, but the only reason I'm trying to sell copies of the book is I want you on my email list because that's the game, okay? Hopefully, that helps you understand that. So all the traffic you're buying, all the traffic your earning is all going into one spot where you can build an email list because that's the secret of internet marketing. If you look at these, some of you guys have already seen this. This is one of my squeeze pages, okay. If you go to marketingsecrets.com/blackbook, this is one. This lead page alone has generated over 300,000 leads for me. 300,000 leads, okay, boom. This is where my book funnels. The goal of it is to get somebody to join the email list. I'm sending people from all these places to spots. You notice that every page I send somebody to, like right now I sent you to trafficsecrets.com. When you go there, guess what happens if you click on the button? You join my list. I send you to funnelsclick.com, you go there you get this free stuff or I give you this bait to go watch Frank Kern's presentation, Julius', and mine, right. It's four hours of free video, but what happens if you watch those videos? You give me your email address. Now you join my list. I'm working my way right now to you guys, right. We'll then buy ads to this video, which I'll be buying my way in, but the goal of all of them is to get you on my email list, right? I've been telling you you got two email lists today. That's my goal. I'm trying to convert all this traffic that I'm earning, right, I'm earning it, right. We've still got 160 viewers on Instagram, we got 185 in Facebook. We'll push these things live over the next two or three weeks. We'll probably get, I don't know, 50 to 100,000 people to watch this video. From that, hopefully, I'll get, I don't know, 20-30,000 people to join my list from it. That's why I'm doing these exercises, okay. That's why we do all this stuff. So I hope you guys understand that. Okay, one more thing I'll talk about list-building, just to give you guys some metrics to make this really tangible for you and then we'll wrap it for today. When I got started, I had one of my friends, who's actually Mike Filsaime, I love Mike. Mike told me, he said, "You should average, on average you should make at least one dollar per month, per name on your email list." And I didn't know if that was high or low. It's actually really low. You should make more than that, but this is a really good baseline, right? So what that means, let's say you got a 100 people on your email list. You should average one dollar per month, per name on your email list. So I got a 100 people on my email list, I should make at least a 100 bucks a month from those people. I got a 1,000 people on my email list, I should be making a 1,000 bucks a month. If I've got 50,000 people on my email list, I should make 50,000 a month and so on and so forth, right? And for you guys who are starting your business, you're growing your company, you're like, "How do I grow my company?" That's the big secret. How many people are on your email list right now? If I ask you and you're I don't know, then you don't have a business. You're goofing around, okay. Engagement on Instagram does not count as an email list, right? The goal of engagement on Instagram is to get people to go to your email list and join your list, right? That's the tangible business that we're in. I remember he told me that, I was like okay. So I started at that point, it was my very first product called Zip Brander and I had it top of my list. I started driving traffic to it. I remember the very first month I got 217 people. Isn't funny you remember some random numbers like that? 217 people joined my email list that very first month. In that month, I think I made $300 in sales. I was like, okay, that's a little more than a one dollar per name. I'm going to keep focusing. I took that money that I made, I reinvested it back into more traffic. I got more people in and in month number two I had 600 people on my list. That month I made like 800 bucks. I was like, uh. So I reinvested that 800 bucks back into ads, I kept doing it, and soon I got to 2,000 people on my list and 1500 people, then 2,000 people on my list. And that number stayed pretty sync. When I had 2,000 people on my list I was making a little over a two grand a month. When I had 5,000 people on my list, I made five grand a month. When I had a 100,000 people on my list I was making a 100 grand. Now I'm at over 1.7, 1.8 million people on my email list, we make more than that per month, right? So those numbers sync. And what's interesting is you get better at this game, you get better communicating with your audience, better making offers, better telling stories. All this I'm teaching you through these books that number will go up. You shouldn't just make a one dollar per name on your email list. You can make five dollars or $10. Sometimes I see local businesses where the list is small, they only have 800 people on their list, 500 people on their list. It's usually because of the relationship, because they're local they're able to make 10, 20, 30 bucks per name per email on their email list, okay? I want to give you that number as a metric. Because if some of you guys are like, "I need to retire." "I want to work from home," I want to do whatever, right? That's the number you should be looking at, right? If you're thinking I need to make six figures a year. Okay, if you had 10,000 people on your email list, you're averaging one dollar per month per name, that's 10 grand a month times 12 months, that's 120,000 a year. If you can focus, and get 10,000 people on your email list, based on the math, you should be making 120,000 bucks a year, your six figures a year. If you're like, I need to make five grand a month to survive, cool, you should be focusing on building a list of 5,000 people. You get a list of 5,000 people, you should, based on the math, if you do it okay, you should be making 5,000 grand a month. If you're I want to make a 1,000,000 bucks. I want to hit two comma club, cool. It's just a math game, right? That means if you want two comma club, you need to focus on getting a 100,000 people on your list, 100,000 people times 12 months is 1.2 million bucks a year. That's the game, you guys. That's what you've got to start to understand. The list is the secret. That's the metric, that's the thing we're all focusing on. So all this traffic stuff we're doing, as much fun as it is, like how do you Facebook ads, and Google ads, and do integration marketing? And how do you do growth hacking? All the things we're talking... as exciting as those things are, and they are, they're pretty amazing. The real secret, the real big aha, is that all the focus point of that is to turn it into traffic that you actually own. And I think tomorrow we're actually going to talk about followup funnels. I'm pretty sure. So tomorrow, we're going to talk about followup funnels. So followup funnels is like now someone's on my list, now what do I do with it? How do you make a dollar per name per month, Russell? Well, you do it by the followup funnel. This is the sequences and tomorrow we're going to go deep into that. But I'll give you guys a hint, just so you know. I was doing a... and I'll show this tomorrow, we'll go deep into this. I was looking at my front end funnels and we did a 30 day snapshot in a window. And in a 30 day window, for every dollar we made on one of our front end funnels, those are the funnels that buy ads too where I push stuff through like this. I'm buying my way, working my way, for every dollar I make in that front end funnel, we made $16.49 in the next 30 days through the followup funnels. These are the emails and messages that are sent to them over the next 30 days. So that's the big secret, you guys. So, again, I will share that with you guys tomorrow. If I can do nothing else, to drill into your brain, say the traffic secret to drill in your brain today, the most important thing you'll be focusing on is traffic that you own. How do you convert all the traffic you're earning, all the traffic you're buying into traffic that own? Because then when the storms come, and they're coming, you're feeling it right now. When the recession hits, when the depressions hit, when Facebook is shutdown by the government, when whatever. The platform you're on, the people are huge on buying and then buying got destroyed and then people have podcasts. Let's say the podcasts disappear. Who knows what it's going to be? But as long as you're focusing all your efforts on one thing, traffic that you own, you'll survive the hard times, okay? I've survived two collapses of the economy, excuse me, one big collapse of the economy, two collapses of my business. I've survived all these things because of one thing, and one thing alone: I have my email list. That's the big secret. You guys got that? That's the big secret. So always have to think about that today. In fact, that should be your goal right now, as you get off this thing, start thinking, okay, how big is my email list today? That's number one. If it's zero people, now's the time to start, okay. But look at it, how big is your email list, that's number one. Then number two, how many people per day are joining it, okay? Again, if that's zero, then that's the next thing, how do I get people every day to do it? Then number three, okay, how do I make that number bigger? What you measure grows. So if you start measuring it, it'll grow, or shrink if you're in weight loss, right? If you're measuring your waist every day, you don't want it to grow, but it'll shrink. But in business you want it to grow. So whatever you measure will grow. So every single day the number you should be looking for is how much did my list grow today? How many leads have I got today? That's what you got to start focusing on, okay. Help you guys to survive the storms or the craziness, that's just as important. So there you guys go. That is the Traffic Secret for today I'm going to share. We had a good turnout today. You guys must be bored out of your minds at home during the quarantine. So if you are, what I recommend doing right now... by the time we hangout tomorrow, you guys could listen to this entire book. Go to trafficsecrets.com, you can pre-order a hardbound copy of this book for free. They don't ship until May 5th though, but the order form bump is the audio book of this. If you get the audio book you can plug it into your ears and you could listen to it. It's seven hours of me reading the entire book, word-for-word. By this time tomorrow, you can have it done, we can get back to work. That's your challenge. While you're sitting around, go do it. Let's go. Trafficsecrets.com, get the hardbound book. There's also a whole bunch of amazing video bonuses you get. You get a presentation from Prince Ea who has over three billion views on Facebook. He does a presentation you get for free in there. Payne June talks about how he does his social media, presentation for me about traffic. A bunch of cool stuff you get for free in there. You just got to go get the book for free and then get the audio book you can start listening to today, if you want. Those who have been asking about how do you get the whole box set. The upsale flow you can get the box set in the upsale flow, so that's there as well. And then, you guys, after you've done that and you're like, "I need more stuff, Russ. I want to keep geeking out. I want to sharpen myself, want my brain to get bigger." Then just go to right here, funnelflix.com. Click Funnels has entered the streaming wars, we are trying to destroy Disney+ and Netflix and all the others. No, I'm just kidding. This is way better. But you guys get a free week at funnelsflix.com, it's called Free Premiere Week. You can go there. You put your email address in, click submit and you can get the first four presentations for free. First one's from my man Frank Kern. One of the original OGs in internet marketing. He's one of the dudes I was learning from when I got started. He did a secret presentation at Funnel Hacking Live. Nobody knew he was coming and when he came out on stage, they flipped out. Anyway, his presentation is there for free. You have funnelflix.com, put your email address in here, and then what happens? Oh, you joined my list! "What? Russ practices what he preaches! Oh, this is so crazy." You joined my email list, right? Boom, you watch Frank's presentation. Then, number two, you go right here, and you watch the presentation of Julius, who built an Instagram following of I think 5 or 6,000,000 people. He's a magician, his presentation was insane. His magic is awesome. Then over here you've got a presentation from me on your value ladder which is awesome. Anyway. So funnelflix.com, so trafficsecrets.com get your book. Funnelflix.com go geek out, you've got free premiere week over here, bunch of cool stuff. With that said, you guys, I appreciate you all hanging out. Tomorrow we'll be back. Tomorrow we're going to go into followup funnels, which will be a lot of fun. Yeah, it's going to be fun. Anyway, appreciate you guys. Thanks for hanging out today. If you got any value from this, please call me down below and let me know. If you're on Facebook watching this, please share it. That'd be awesome too. I don't know, can you share this on Instagram live? I don't really know how that works. But feel free to share this if you got any value, it'd mean the world to me. Thank you guys for hanging out, appreciate you all. And we'll see you guys all again tomorrow. Bye. Learn more about your ad choices. Visit megaphone.fm/adchoices

Enjoy another awesome episode from the Traffic Secrets book launch podcast. Want to learn how to systematically attract your dream customers overnight... and how to get in front of them over and over again? On this episode, Russell Brunson will teach you... Why you should dig your well before you're thirsty. Why he spent 10 YEARS building a relationship with Tony Robbins (that paid off!). How to attract your dream customer RIGHT NOW and how to attract your dream customers over the long-term (BUY your way in or WORK your way in!). 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, hey. What's up everybody? This is Russell Brunson. Welcome back to, what do we call this, Quarantine Traffic TV? We should be talking about viral traffic, how viruses grow. We actually are going to be talking about viral growth, viral traffic towards the end of the Traffic Secrets book. When we get to growth hacking, there's bunch of really cool things. But, we will save that for another day. Just checking in on everybody. Hope you guys are doing great. I know it's crazy times, a lot of things are happening, but a lot of good things are happening in the world right now, too, and just grateful for just so many amazing people who are publishing. I went live yesterday to our 2 Comma Club collective group and I told everyone, I said, "Look, now is the time for you to all be publishing. Your people need you. They need faith. They need hope in a better world. They need things like that to happen. It's time to start publishing." We're going to get deeper into that in the next couple episodes here as we're talking about Traffic Secrets, about publishing and finding your voice and things like that, but now is the time. Your people need you more than ever. It's important for you to go out there and start sharing. Even though it's scary and even though all the stuff, it's time to be a light for the people that follow you. Today, we are getting back into Traffic Secrets. Hope you guys have been enjoying this so far. Have you guys enjoyed these, going live every day? It's been fun for me to kind of start and of kick off the day. Hopefully, it's been good for you guys as well to give you something to think about and talk about and brainstorm on throughout the day. One of mantras I've had in my business for the last, man, probably 10 years or so is this concept of how do you give yourself a raise every single day? Every day, I wake up in the morning and I'm like, "How do I give myself a raise today?" Because think about in the real world, the only way to give yourself a raise is to go back to school. If you're a doctor and you want to give yourself a raise, you got to go back to like four more years of medical school or postgraduate school or things like that. As an entrepreneur, it's kind of fun because I can come into my office and be like: "Okay, if I can increase the conversions on my page; that gives me a raise today. If I can get more traffic coming into my funnels, that's giving me a raise today." There's all these little things we can do to give ourselves a raise every single day. Hopefully, this hanging out with you guys, talking about Traffic and going through the Traffic Secrets book, is giving you guys ideas as you come every day to listen for tip, a hit, an idea, something that you can grab that'll be the thing that'll give you a raise today. The more you guys do that, the better so it's kind of fun. Anyway, we're in the middle of the Traffic Secrets book launch. I think we're halfway through the official launch. It's been going amazingly well. The funnel's converting well, the books are selling like crazy. I want to thank you guys all for participating, even though times are crazy. I think this is the time for all of us to start sharpening our saws. You look at the best companies in the world were all built during these times of economic uncertainty. And so your business, your following, your brand, it is the time to start building it now. All right, so here we go. You guys want to jump into Traffic Secrets again? I've been going through chapter by chapter every day. Some days we've covered half a chapter, but I'm going to be moving into the next stuff. If you don't have your copy yet, we're in pre-order right now. You can go get trafficsecrets.com to go get your copy. They're there. It's free plus shipping, so it costs you I think 9.95 US, 19.95 international. We start shipping these on May 5th, so you may have to wait a little bit to get them but the audiobook, which I recorded, it's seven hours of me reading this entire book, is available right now. Every single day, we're going live and I'm going through the book so while you waiting for the book to come, also I'm sharing with you guys so you can start getting the wheels in your head spinning and get the ideas coming forth. Anyway, if you haven't got it yet, go to trafficsecrets.com and get book. I'd recommend getting the audiobook because you can listen the whole thing tonight. It took me three days to record, but it's seven hours of audio. You can listen to it all day today and by to this time tomorrow have the book done and in your head and understanding it all perfectly well. All right. And then on top of that, there's like five, I think it's five bonus videos you get when you get Traffic Secrets book that each of those by themselves, we could sell for a couple hundred bucks. You get them all for free when you go to trafficsecrets.com and get your free book. I think I said free like 40 times so far. It's time. Anyway. All right. Everyone's asking, "What's Unlock Secrets?" Oh, well there's DotCom Secrets, which is book number one in the series; Expert Secrets, book number two; Traffic Secrets, book number three. Unlock Secrets is a workbook that goes with all of them to help mush them all together and mushify them. But right now, we're talking about the Traffic Secrets book. Okay, so should we dive in? Let's recap what we talked about so far. In the introduction, we talked about the fact there's a storm coming and then it's crazy that we're in the middle of literally... Well, in Boise we're actually having a storm outside, but we're in the middle of this economic storm. It's scary times right now. It's kind of, I don't know, kind of creepy. I wrote this probably 18 months ago, but the introduction starts with "There's a storm coming," and it's talking about... The reason I wrote this book is because there's a storm coming. Businesses are going to be struggling. The lifeblood of every business is what? Traffic. The lifeblood is customers. Right now, in these crazy economic times, the life preserver you have for your business is literally traffic. It's the customers coming around you and it's building up customers that'll be there for a lifetime. Anyway, so the introduction talked about the fact that there's a storm coming, how to prepare for it. Then section number one was all about your dream customer, who is the person you want to serve, and then really understanding them at a deeper level. Are they someone who's moving towards pleasure and moving away from pain? Are they a searcher? Are they a scroller? Where are we finding these people at? How are we interrupting them? That was all in section one, which is one of my favorite chapters. Hope you guys enjoyed that one. Section two, or secret number two then, was now that we know who our dream customers are, secret two is where are they actually hiding? I need to find those people. They got to be hiding somewhere. We talked about congregations and how to identify them. And then in the third video we did like this, we talked about the dream 100. Who's already congregating those people? Where are they at? I had you guys do an exercise, so hopefully you did. It's on page 41 in the book when you get the book. Basically, it was going through each platform. So on Facebook, who are the people that have already congregated your dream customers? Who are the people who already have big Facebook following and writing their names down. Then who are the people who already have big YouTube channels and writing those names down. Who are the people who have big podcasts of your dream customers? Instagram channels, bloggers, big email lists, who are the people that have already congregated the customers you want to have and you want to serve? You got to start listing those people out. That's the first step here in the dream 100. We're going to come back to that today, so I want to make sure you guys have done that and prepared there. And then yesterday, we talked about my favorite concepts, which is hook, story, offer. Whoop. We talked a lot about that. If you missed that one, all these are being posted on Facebook. They're on Facebook long term, so you can go and watch those on Facebook. We may or may not be putting out a Traffic Secrets podcast of these episodes as well because some people have been asking for the replay. That may be coming to you. But today, we're going into secret number four. Secret number four, you guys ready for this? Secret number four is called work your way in and buy your way in. If you read the original DotCom Secrets book, I talk about there's three types of traffic. How many of you guys remember this? There's three types of traffic. This is internet marketing school 101. There is traffic that you control, there's traffic that you earn and there's traffic that you own. There's three types of traffic. Today, we're going to be talking about two of those three types. All right, so working your way in and buying your way. In fact, let me see what's the best way I could share with this. Oh, yeah. It's interesting. When we were launching ClickFunnels five and a half years ago, as you guys know, I'm the non-technical co-founder, which means I got no skills. I can't code, I can't write software, so everyone's writing software for me because I can't do it. Todd and Dylan were creating software. And so it was like what was my job in this whole thing? My job was to figure out, when the doors open on day one, how am I going to make sure that there's traffic coming into our funnel so that people are lined up waiting to create a trial? While they're up all night coding, drinking Red Bulls and doing the hackathon, stuff like that, I was hanging out with them, figuring out, "Okay, I got to figure out dream 100. Who are the people who's got our dream customers?" And so I built my whole dream 100 list, just like I just showed you guys right now and how we did this… actually I did this a couple days ago. I built out the dream 100, and then I started contacting them and calling them and messaging them and sending them stuff in the mail and getting to know them and all sorts of things. After I figure out my dream 100, there's two things I'm trying to do. One, I'm trying to work my way in and number two, I'm trying to buy my way in. Working your way in is, how do I get those people who already have my dream customers to promote me? All you guys have been watching this Traffic Secrets book launch. I have a lot of people who said, "My entire Facebook and Instagram and YouTube feeds are all filled with people talking about Traffic Secrets." Literally, it's my dream 100. It's people I've been building relationships with for years who I say, "I got a new book coming out. Do you want to talk about it?" And they have. I worked my way into those relationships. Those people are promoting it. I'm not paying them. They are affiliates, so they will get paid commissions if they sell a book, but I didn't buy ads from them. I said, "Hey, do you want to promote this?" They said yes. right. I worked my way in. If you look at how do you work your way into your dream 100, you could go through the book here on page number 57. I start walking you through the process. Step number one is called dig your well before you're thirsty. There's a book that Harvey Mackay wrote called Dig Your Well Before You're Thirsty. I remember reading that book and just being like, "Okay, that's the thing." A lot of times, people are like, "Well, when my product's done, then I'll go start working on my dream 100. I'll start building relationships. When I'm ready to launch, then I'll go do that." It's like no, no, no. You need to do that today because when your product's done, if you come to someone and the first time you meet like, "Hey, how's it going? My name's Russell. Do you want to promote my book?" they're going to be like, "Dude, I don't know who you are. All you're doing is asking me for favors and asking me for things." Your job is to start building a relationship today, immediately. Start digging you well before you're thirsty. That's why I led the book with this, because you should start doing this today. Let's say you do this on Instagram or on Facebook. Let's say Instagram, you figure who on Instagram already has my dream following. Who are the influencers who already have a huge list of people, a ton of followers of my dream customers? And then start messaging them. I read you guys a couple days ago in here talking about dreaming 100 Rachel Hall, when she launched her book that became the number two bestselling book of the year last year, only losing to Michelle Obama, come on now, first thing she did is she went to Instagram and found everyone who had her dream customers who had over 200,000 followers. She personally DMed every single one of them. She started working her way in, getting to know them, messaging them, sending them free copies of her product and getting to know them. Same thing with Tom Bilyeu from Quest. When they launched Quest Nutrition, same thing. He went to Instagram and found who was all the influencers who got my dream customers? I'm going to start working my way in and send them free samples, send them product and started working their way in. So that's step number one, is working your way and getting to know these people. When your product's launched, they should already know who you are. They should be friends. In fact, I think I tell a story in here of Tim Ferriss. When he launched The 4-Hour Workweek, he did the same thing. He said, "I'm writing a book. I need to start digging my well today." So he said, "Who's my dream 100? Who are the people that someday I'd love for them to promote my book?" He built a huge list of bloggers and podcasters and things like that. He started getting to know them, became friends with them, messaged them a year before he launched his book. He started digging his well before he was thirsty with these people, getting to know them as he's writing a book. Eventually people are like, "What do you do for a living?" He's like, "Oh, I'm an author. I'm writing a book." They're, "What's the book?" "It's not done yet. I'll tell you when it's done." But people are like, "This guy's really cool. He's just really nice." And then eventually Tim's like, "Hey, my book's done. Can I send you a free copy?" They're like, "Heck yeah," so he sent all these people free copies of The 4-Hour Workweek. And then he's like, "Hey, launch day is this day. If you like it, I'd love for you to write a blog post on launch day and tell the world." And on launch day, he had like, I don't know, a thousand bloggers on day one blogging about The 4-Hour Workweek. That built Tim Ferriss. And so this whole concept is how it works. You figure out your dream 100 is and step number one, you start digging your well before you're thirsty. I'm not going to spend too much time, but we talked about all the different ways to do that here inside the book and the ways you do it the right way and then the wrong way. Okay, let's see. Let me I make sure I'm doing this in the right order. Step number one is dig your well before you're thirsty. Step number two is you work your way in. It's interesting. Right now, while we're on quarantine, my kids and I and my wife are doing the Marvel marathon. We started with Captain America and then Captain Marvel. We're doing it chronologically so it's not when the movies released, but when they chronologically fit into time. So Captain America's number one, Captain Marvel. Last night, it was Iron Man. Tomorrow, or tonight, it's going to be Incredible Hulk. We're doing the whole marathon. As I was watching, I was thinking about... I remember when Infinity Wars came out and Endgame came out. How did they launch those movies? Thinking about this, what they did is that the movie theaters, Disney, they have relationships with the people that have their dream customers, so The Today Show, The Tonight Show, Good Morning America, Late Night, all the different talk shows. About a week before any of these movies go live, what happens? Again, let's just say that we're Hollywood right now. Hollywood builds out their dream... So here's your dream 100. I got to figure out how to work my way in and buy my way into these people. This is what Hollywood does. It's the same thing. It's like okay, here's the morning shows, the talk shows, late night talk shows. If we're going to promote this movie, we need to start working our way in today. And so what do they do? They go and all of a sudden, you see the guy who plays Thor, Chris Hemsworth, is on every single show talking about the movie. And then you got Iron Man going everywhere, and you got all the famous people going on all these shows, talking about the movie like, "This weekend, the movie's coming out. It's coming out. It's coming out." They're working their way in to all these channels, letting them know that this thing's about to go live. And then boom, movie goes live on the weekend. They make a billion dollars. That's how they launch movies. The same thing's true in our world, For the last two years that I've been writing this book, I built my dream 100. I got to know them. I built relationships. I sent free copies of the book. Now, I'm doing podcast interviews, Facebook Lives and all sorts of stuff, talking about my book, getting it out there to the world. Same thing's true for your product. It's the same thing. You start working your way in. We call it working your way in or earning your traffic because it's free. You're not paying for it. You're paying for it with your time, your relationships. But it's the best kind of traffic because it's... First off, doesn't cost you any money. Number two, usually it's coming with a personal recommendation. It's the best type of traffic you can get. So work our way in. The first goal is to work our way into everyone's side of the dream 100. In fact on page 64, you see, well, here's a picture of it there. Personally, I try to figure out how to work my way in. I go through all my podcast lists. How do I get on everyone's podcasts? I want to hit the podcast circuits. Here's all my YouTubers. How do I get on the YouTube circuit? Here's all the people that Facebook live, people who have email list. I'm trying to work these circuits and get into every single person's thing. That's how I worked my way in. In fact, when I launched the Experts Secrets book, I show a picture here, but I spent... Some of you guys saw that video. I did a whole YouTube video about this. I spent 10 years building a relationship with Tony Robbins, my dream 100. When the Experts Secrets book came out, I said, "Hey, can you interview me about my book on your fan page?" He's like, "Okay," and he interviewed me. This interview got 3.1 million views, of Tony interviewing me when the last book came out. I was working my way in. Didn't cost me any money, but I got in there and got this free promotion. The first thing is working your way in. The second way is you buy your way in. Now in a perfect world, everyone in your dream 100 would just promote you for free. But the reality is for 10 years, for example, Tony Robbins didn't promote me for a decade that I was working my way in, working my way in, working my way in. But what's cool is during that time, while I'm working my way in and hoping to get him to promote me for free, I'm still able to go and buy my way in. I was able to go to Tony Robbins, he's my dream 100, and I targeted his fans, his followers on Facebook. I bought ads to his followers. I know his followers are my dream customers, so I bought ads to those people. I knew that Grant Cardone's followers are my dream customers, so I bought ads to those people and I did the same thing. There's two steps to the process. You figure out who your dream 100 is. Number one is you're going and you are working your way and trying to get free exposure to their following, to their fans, to their audiences. And then two, while you're trying to work your way in and get free exposure, you can also buy your way in. All the advertising platforms nowadays like Facebook and Instagram and YouTube allow you to buy ads directly targeting certain people. If I have your dream customers, you can buy ads and say, "Everyone who follows Russell Brunson, I want them to see my ad." You can do that really easily. If you're selling a health product, you can say, "Everyone who follows Dr. Oz, show them my product." While you're waiting for Dr. Oz to put you on the show someday in the future, while you're building a relationship and trying to get on his show to get all this exposure, at the same time you can be buying your way in today. You don't have to wait for him to say yes. Facebook, Instagram, YouTube, the channels have already said yes to you. So I'm working my way in and I'm buying my way in. People always ask me, "What's better? Is it better to work your way in or to buy your way in? The reality is you want both. Here's a little graph here, if you can see. See? If I'm buying my way in, boom. I can get a big spike immediately. I start getting traffic like yesterday. I can get traffic super, super fast. I work my way in, it takes longer. But over the long term, you can get way more traffic from that. The reality is you want both. You want the immediate traffic in sales coming in from buying your way in, and you want the long-term consistent free traffic. If you're doing both at the same time, that's the best way to do it. ClickFunnels has built up of a lot of traffic from both things, free traffic that we're working our way in, as well as paid traffic that we're buying our way in. That's kind of where we're starting. I could spend like six years going on this, but you got to get the book, you guys. You have to get it. You can't say it about your own book, that's annoying, but I worked really hard on it so I can say that. I think it's really good. I'm really proud of it. It's funny, because when you're you finish writing it, you're so proud of it, and then there's this phase where you have to send it to people to read. Man, it is a scary, scary phase. I remember sending it to a whole bunch of my friends and just be like, "Here's my new book," and then just waiting and hoping and hoping. It's funny because at first, you don't hear back because books take a long time to read. You're just like, "Oh my gosh, they must hate it. I'm really, really scared." And then a couple weeks ago, I was at Tony Robbins' 60th birthday party, which was insane. I'm sitting there and I saw Garrett White across the room. He came over, gave me a hug. And then he's like, in the way Garrett says it, "Brother." He's like, "I read the new book." I'm like, "Oh yeah. What'd you think?" freaking out like, "I hope he..." And Garrett's been one of the biggest fans of DotCom and Expert Secrets that we have, one of our biggest promoters of the book. He's like, "This one's better than the other two." I was like, "What? Are you serious?" I'm like, "Oh, cool. Thanks." Inside, I'm freaking out because I've been so panicked, so nervous, so afraid that when people got this, what if they don't like it? It's the insecurities of the artist. You always will have it as you start putting your stuff out there. But it made me really happy that... Anyway, so far everyone who's had a chance to read it has loved it. So many of you guys have had a chance to listen the audiobook and sent amazing feedback. I'm grateful for it. Anyway, yes. I'm excited. If you guys don't have a copy of the book yet, now is the time. All you got to do is go to trafficsecrets.com. Again, we're in pre-order right now. These don't ship until May 5th, assuming that Amazon opens back up soon. Anyway, that's a story for the another day. May 5th, these start shipping. We'll be shipping from our warehouse, so you don't have worry about that. But if you go to trafficsecrets.com, you can pre-order. There's an order of form bump for an audiobook. If you want to start listening to it today, you can start listening today. I spent three days in the studio reading it. It's seven-hour audio, I think, of the whole book. You can start listening to today and have it ready by tomorrow. It's going to be awesome. Anyway, I'm excited for you guys. Hopefully, you enjoy the book when it comes out. I've got to jump. I've been working my way and I've got interviews starting in four minutes with a whole bunch of other people who are going to be talking about this book. I'm going to go jump off and jump on the calls with them, you guys. Yes, I practice what I preach. But now's time to get your book. Go to trafficsecrets.com. I hope you guys enjoy it. I hope you guys love it. And again, while you're ready for the book to show up, there's the audiobook you can upsell. There's five videos you get. One of them is me talking about Traffic Secrets at Funnel Hacking LIVE. There's one from Prince EA, who's over 3 billion views on YouTube. There's Peng Joon's video. There's a whole bunch of amazing Traffic videos you get instantly when you get the book, so go take advantage of that as well at trafficsecrets.com. Someone said, "Where at?" Anyway, I'm jumping off. I got a call in three minutes. I appreciate you guys. Thanks for hanging out with me today. We'll talk back tomorrow. Tomorrow, we're going to be going into the next secret, which is traffic that you own. This is the most important type of traffic, so we'll cover this tomorrow. Again, there's three types of traffic, traffic you control, traffic that you earn and traffic that you own. Tomorrow, we'll talk about traffic you own, the most important, most vital, most fun type of traffic. Thanks, you guys. Trafficsecrets.com. Appreciate you all. We'll see you guys tomorrow. Bye, everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

Here is another awesome episode from the Traffic Secrets book launch podcast. Want to know how to grab (and KEEP) your customers' attention, and draw them into your world? On this episode, Russell shares: The 3-part method to crafting a high-converting sales funnel. How Natalie Hodson used this method to sell 120K copies of her book! How to use this SAME method to attract and convert your dream customers, no matter where they're coming from! 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 wherever you're hanging out with me at. We've got Instagram. We've got Facebook going right now. And I am home during week number two of our quarantine. And I'm guessing a lot of you guys are as well. And so while we're sitting here, trying to figure out what to do, I figured this is a good time to start talking more about traffic. So hopefully, you guys are all excited and pumped for that. Anyway, excited to be here with you guys today. And it's interesting, as we were talking this morning as a team, and we started talking about all the fears. There are obviously a lot of fears, right now, happening in society and the economy and things like that. It's like, "Well, how do we protect ourselves? How do we create a life preserver around our company? What does it look like? What does that need to be?" And honestly, the biggest, most important life preserver you can create for your company is getting customers. That is your life preserver, especially in times right now, where so many companies aren't able to get customers. That's why the economy's failing, why businesses are failing is because they can't get customers. And so I figured, from now until the next, I don't know, two or three weeks, two or three months, I'm going to be talking about this like crazy with you guys. How do we get customers? How do we get customers? Because it's the thing that we all need right now. It's the safety net we need to protect ourselves and to protect our businesses. And so that's kind of the game plan. So with that said, you guys excited if we go jump back into Traffic Secrets book some more? First off, thank you so much for all you guys. Obviously, we launched this Traffic Secrets book in the middle of chaos, and the books are selling like crazy. And so I want to thank you guys so much for doing that. That's exciting. Tom Greece said, "We are pregnant, and the next generation funnel hackers are on the way." Congratulations, Tom. We got funnel hacking babies coming. I love it. Oh, I heard the prediction is that after this whole everyone's quarantine come down, there's going to be a whole bunch of babies popping up nine months later. And the hospitals are going to be overwhelmed with that. So good thing they're preparing now, I guess. Anyway, so I want to jump into this next section here of Traffic Secrets with you guys. So if you have been, obviously, the books don't ship until May 5th, but tons of you guys have been, told me you got the audio book, which is awesome. If you've been listening to all of the things, today we're going to be jumping into secret number three, which is by far the most, probably one of, if not the most, important secrets in the entire book, which I'm excited for you guys to get into. So things we've covered so far. Secret number one, we talked about who is your dream customer and really getting a deep understanding of them. Are they moving towards pleasure or away from pain? Are they a searcher? Are they a scroller? Getting deep into their mindsets so we understand them because if we understand who they are, then we can understand secret number two, which is where are they actually hiding. Where are they congregating online? Where is the existing streams of traffic happening? So we can go, we can find those people, and we can tap into them. So that's number two. So now secret number three is what we call, are you guys ready for this? Hook, story, offer, and the attractive character. Now, man, if you guys have been following me at all for the last two years, not quite, a year and a half or so, about a year and half ago-ish is when I first came up with the new framework, hook, story, offer. And I started freaking out. I was like, "Ah." And I remember it was one of those things, where I was doing a training for my two comma club X members, and it just kind of came out. I was teaching something, and I was like, "if you notice, every single page in the funnel has hook, story, offer. The ad does. The emails do. The landing page, the sales page, upsells, every single page has hook, story, offer. And as we got deeper and deeper into it, I realized that if anything in the funnel isn't working, it's always because of either the hook, the story, or the offer. And then I started freaking out. I remember the next morning I came in, it was like six in the morning. I was lifting weights with James P. Friel and Dave Woodward. And I was like, "You guys, guess what? I just figured out this thing." And they're like, "What is it?" I'm like, "It's called hook, story, offer." And they're like, "That sounds weird." And we spent the entire hour, we didn't lift a single weight that day. We just talked about hook, story, offer. And they were freaking out. I was freaking out. I'm looking at every funnel we've ever done. Like, what was the thing that made them work and not work? And it was crazy that every single time it always had to come down, and it was always either the hook, the story, or the offer. And so I want to give you guys, as you guys know, when I wrote the new Traffic Seekers book, at the same time I went and I rewrote the DotCom secrets book. I rewrote the Expert Secrets book. And then I wrote this book as well. I wrote this one first, and then rewrote those other two. And because hook, story, offer, it's crazy because it's such a fundamental important concept. But because I didn't come up with that framework until after these first two books were published, these two books were missing it. And so part of the big rewrites in these include the hook, story, offer. So in DotCom Secrets book, I go deep in hook, story, offer. Expert Secrets, I go back into it as well. In DotCom Secrets, we talk a lot about funnel audibles and testing your funnel and funnels not working. And there's a whole new section in the back here about that. And what's cool about it is it's all based back on hook, story, offer. Anyway, and so in the new book, Traffic Secrets, I talk a lot about this as well because it's such a big part. In fact, traffic, one of the most important things I've tracked is being good at throwing out hooks. A hook is like, how do you grab someone's attention? Most of our customers all day are on their phone scrolling, and they're scrolling, and they're scrolling. A hook is the thing that gets them to stop scrolling. So the hook could be the picture of you. Notice I didn't just do this on a white wall. I'm like, "Hey, I need a picture back here." And I totally forgot. I usually have something different back here, but there's the default Apple TV backdrop. I've got my books here. And then, notice I'm doing things like this. I'm trying to hook your attention. So if you're scrolling through Facebook or Instagram, all of a sudden you see this. Like, "Why is Russell so excited? Ah." And that hooks you. So hook could be the headline. It could be the image. It could be the picture. It could be a backer. It's everything you have in your tool chest to grab someone's attention. There's hook. Okay. The second part of hook, story, offer is story, which in the Expert Secrets book is the deep dive on story, storytelling, story process, how it works, how it doesn't work. And so I talk about story a lot here, but Traffic Secrets is primarily finding the people and getting hooks to grab their attention. Expert secrets is like how you tell the story to build a perceived value of what you're going to sell. And then actually, in Dotcom secrets, we go deeper into offer. So you got hook, story, offer. They kind of weave backwards in the books, but I touch upon them deep in each book. But so, Traffic Seekers book, in section number three, or secret number three, is all about hook, story, offer. So I'm going to flip open to there really quick. So you see the picture here. If you guys can see, if you're watching, you can see there's a picture of all these little hooks. Then there's the story. And there's the offer. And this is the core framework of funnels. When you really start understanding it. All right. Are you guys cool, if I read you part of the book? Ah. Okay, I'm going to read you a story. And this is, anyway, this is a fun one. "So it was 9:27 PM. Sorry. It's 9:27 PM. And the last of Jessica's kids had just fallen asleep. It had been a long day that started out way before the sun came up and was finally ending. While Jessica was exhausted, it was her time now. And she had a few precious moments to herself without kids pulling her in a million directions." Does that sound like any of you guys? If you've got kids, it sounds like me, especially during this quarantine. "Soon she would have to start her nighttime routine of cleaning up the house, getting herself ready for bed, taking off her makeup, and finally falling asleep for a few hours before she had to wake up and start it all over again. As she fell on the couch, she reached in to her pocket and slowly pulled out her phone. What had been happening in everyone else's lives today, she wondered. She opened Facebook and swiped through the lives of her friends and family, hoping to find some comfort, knowing that she wasn't the only one who had a busy day. Soon she started to get bored. But when she was about to close the app, she saw an image fly past her screen. She almost missed it, but she slowly moved her finger back up the phone, bringing the picture into the middle of the screen. Yep. She thought she was right. It was a picture of a woman about her age in workout clothes with gray shorts on. The thing that caught her eye wasn't the shorts, though, it was the dark gray spot in the middle of her shorts. A little confused. She looked around above the image and read the words, 'Let me tell you about the time that I peed my pants during a workout. I was filming for dollar workout club. I'd never been so embarrassed before.' Jessica was right. It was a picture of a grown woman who had peed her pants. She laughed for a second, but then her laughter turned into uneasiness as she realized that she knew exactly how this woman had felt. She had experienced the same thing earlier that year, when her kids had wanted her to jump on the trampoline with them. She wanted to be a good mom, but after a few jumps, she had to get off because she had peed her pants. She quickly came up with a reason why she couldn't jump anymore. And after apologizing to her kids, she had run to her house to get changed. She knew the story she told her kids wasn't true, which added to her mom guilt even more. This also made her think about other activities she knew she would love to do but were off limits for the same reason. After a few seconds of looking at the image, Jessica decided she wanted to see why in the world this woman would post a picture of herself on Facebook telling others that she had peed her pants. She clicked on the image and was immediately taken to the page of the video with the same woman in the picture. Jessica clicked on the video and started listening to the story. The woman's name was Natalie Hodson, and she was a fitness blogger and a mom of two amazing kids, who were both 10 pound babies. Natalie told her embarrassing story, when she accidentally peed her pants during a workout she was filming for her blogs. She then talked about a doctor that she had met, who specialized in helping women with this problem. She shared how the doctors were able to help her. And after she had success, she wanted to share it with other women. Natalie mentioned she had worked with the doctor to create an online program that anyone could do from home with simple exercises to strengthen their abs, core, and pelvic floor. Together, Natalie and the doctors, made an ebook that also came with bonuses, like diet, nutrition trips, exercises, and movements, and special training programs. They wanted to make this offer for all the moms who had struggled with accidental leaks after having babies but didn't have the ability to meet with the doctor in person. Instead, you could get the same advice without ever leaving the comfort of your home, and you can get the ebook with all these bonuses mentioned for just $47. Excited, Jessica jumped off the couch and ran across the room to find her credit card. After typing in her credit card numbers, within minutes, she had access to the ebook that would solve her problem forever. Even though Jessica story is fictional, this type of experience does happen each and every day to women who are embarrassed when they accidentally pee their pants a little bit, when they cough, sneeze, or even jump on the trampoline. Over the past three years, over 120,000 women have purchased Natalie's ebook. This made Natalie Hodson a household name, giving her the ability to change the lives of countless women around the world and made her very wealthy in the process. The framework that Natalie used to get 120,000 people to buy her book, Abs, Core, Pelvic Floor, is called hook, story, offer." Oh, you guys see where this is going? Okay. So think about this. This is happening every single day. And I shared that story at the beginning because Natalie's business has blown up, but it's all based on the same concept. People have their phones, or they're on their computer. They're scrolling through Facebook and Instagram, through YouTube, through blogs, like whatever their method of learning is. They're doing their thing. And then something's got to capture their attention. Now for us, as business owners, as marketers, as entrepreneurs, as funnel hackers, our job has become great at getting people's attention, throwing out hooks that grab their attention. So for Natalie, as she was scrolling through their feed, they see her standing there embarrassed with the peed pants. Like she’s sobbing. What is that? Boom. You got them. You hooked them just long enough that you can now tell them a story. Now, the goal of the story is to increase the perceived value of whatever it is you're going to be selling. And then, excuse me, and then you make them an offer.. And that's it. That's the game. That's how we drive traffic. That's how we sell products with things that we're selling inside of our funnel. And I mentioned this earlier, what's interesting is as you start looking at your funnel, at your ad campaigns, everything, if something's not working, launched the ad campaign. It's not working. Why? It's always because of one of these three things, either the hook wasn't right. It's not getting people's attention. Or if it is grabbing attention, but then they're not buying, that means the story did not increase the perceived value of what they're selling, or what you're selling. And if the hook's good, and the story's good, it means the offers is no good. So if you get all three of them working, then everything works in the funnel. And that's true every page. Like the ad, there's a hook, a story, and an offer on the ad. There's a hook, story, offer on the landing page. There's a hook, story, offer on the sales page. Hook, story, offer on the upsell page. Hook, story, offer on the down sell page. Every single page in the funnel has a hook, a story, and an offer. This video alone, literally, I'm here with you guys. This video is a hook. There's a whole bunch of hooks around me. There's the books, the pictures. There's me reading a story. There's me being all animated. There's stuff like that. There's a headline. It's the hook, story, offer, attracted character on Facebook. It wasn't on Instagram because I can't do headline on Instagram. But that was the hook. And so far, live, I've gotten about 200 people on Instagram and about 350-ish on Facebook. So 500 people, boom, and with a second scroll because hook grabbed you guys to get your attention. Now, I have your attention. Now my job is to tell you a story. And the goal of my story is to increase the perceived value of the offer I'm going to be making. So I'm telling you a story about this book. I'm talking about it. I'm reading parts of it to you. I'm getting you excited, where you like, "Oh my gosh, I need that book." And if I've done my job right, if the story is good, it's increased the perceived value of this book. And then I make you the offer. Like, "Hey, I want you to go to trafficsecrets.com and get a copy of his book right now." Here's my offer so the offer is this book normally sells on Amazon for 24 95. You can get it for free at trafficsecrets.com. It's pre-launch right now, but you can get it for free. You just pay 9.95 shipping and handling, and I'll ship one out to you, as soon as we start shipping on May 5th. And then on top of that, I've got five bonuses you can go through immediately. There's five different videos you get for free. And you get this video. Each video is over an hour long of some of the greatest traffic minds on the planet. One was an hour long presentation that I gave at funnel hacking live. One's an hour long presentation, or a 30 minute presentation, for Peng Joon on traffic. And then there's Prince Ea. He's got over 3 billion views on his videos. There's a presentation from him. And there's, I'm blanking on the offer, but there's all these things. And now, if you go to trafficsecrets.com, you get this right now. So good. Hook, boom. I threw a hook out there. Got attention of 500 of you right now. And this will probably get, I don't know, between, over the next week, probably a hundred thousand plus views. So a hundred thousand people see this, if the hook was right. Okay. I tell the story. The story should be engaging. We get to know each other. And then I make you an offer. Hook, story, offer. That is the foundation of all marketing, all business. That's why it's now in the DotCom Secrets, Expert Secrets and the Traffic Secrets books. It's your job to understand that. Now, in the Traffic Secrets book, it's called hook, story, offer, and the attractive character because it's you. It's your personality. You're the one who's throwing these hooks out. You're the one grabbing people's attention. You're going to have to be engaging. You have to be exciting. You have to be figuring things out. And there's books everywhere on every platform. Like, any of you guys who follow me on Instagram, you go to my wall. Everyone of those images is a hook. Like yesterday, I did an image of me holding a post-it note that had a scripture from the book of Esther that said, perhaps, I'm going to mess up the quote right now. "But perhaps you were born for times of right now." That was a hook to people's attention. There are all this panic, all this fear, and people are scrolling through feed. And then boom, I'm throwing the thing to say, "Look, the S is scary, but this is your time. It's time to step up and try to stand." I hooked. I was telling you a story. And the offer is just people like it. I think I had like 4,000 likes in the first, I don't know, like five or six hours. So hook, story, offer. It's happening there. It's happening there. It's happening when I'm selling, happening in my videos, happening in my emails, happening in my ads. Everywhere you're publishing, everything you're doing, hook, story, offer is there, over and over and over and over and over again. Kim said, "Russell, is a hook just an image?" It's not just an image. It can be an image. Yes. But it can be so many other things. A hook is anything that grabs your attention. And so when you're scrolling through your feed, sometimes the thing is like, in fact, this is your assignment. Tonight, when we got off this, whenever you get off this, whatever you're listening to, go to Instagram or Facebook or YouTube, wherever you're excited about. And just start scrolling, just go through the feed and start scrolling. And notice what things grab your attention. And when someone grabs your attention, stop. And then what was it that grabbed the attention? Was it the headline? Was it the image? Was it the crazy person? Was it something? Was it the comments? There's something that grabbed attention. Whatever that was that grabbed attention is the hook. So I'm making my videos. I'm looking for, I set up this location, right here, for a couple reasons. Like, here's a potential hook that might grab some. You see some books. I could put something on the screen, back here. I'm in my funnel hacker shirt. I'm excited. I'm talking. All these elements are things I'm doing to try to hook people. I don't know what's going hook. Something hooked all of you guys. Some of it's because you know who I am. So that's the hook. Some of it's, you're looking for traffic. That's the hook. Some of you guys just like, "There's this weird guy who's all excited. What is it? what's happening?" The hook is different… your energy is the best hook. So hook is just, it's whatever it is that grabs their attention. So it's all the tools we have in our tool chest. We're trying all of them. We're throwing everything out to get their attention just long enough that they're going to stop from their scrolling. List stop. And then you say, "Okay, cool. Now, I got your attention. Let me tell you a story." I'm telling the story. And again, the goal of the story is to build, to increase the perceived value of the thing that I'm going to sell them next, the offer I'm going to make. And then I make an offer. That's the game. That's it. What's fun is because now it's like when people have a funnel, like, "My funnels not working, Russ. What do I do?" And it's funny. I have people, we do consulting. And it's, I don't really do it any more because it just, I ran out of time. But last time I did consulting it was a hundred grand for a day, and people coming in like, "My funnel's not working. I want to increase." Literally, what I would do, I would go to the ad and look at that and say, "Okay, this ad is doing all right. How can we make it better? Is there any better hooks we could use? Is there a better story you can tell? What's a better offer?" And we spent some time on that. Then we'd go to the landing page. "Okay, here's your landing page. Cool. It's doing all right. What's a better hook we can do? What's a better story we could tell? What's a better offer?" And then go to sales page, hook, story, offer, hook, story, and that's it. There's no magic trick. You want to see the magician, how he reveals his magic tricks. That literally is it. It's hook, story, offer. If you paid me a hundred grand today, that's all we would do. What's interesting is at funnel hacking live two years, let's see, not last year but a year before, funnel hacking live, my opening keynote presentation, I talked about hook, story, offer for first time ever. And I remember Stacy Martino was there, and she said, "I went home that night. And I was like, 'Okay, I need some help, but I don't know what to do. If I was to pay Russell, he would just tell me it's hook, story, offer. So what I'm going to do is I'm just going to think what's my hook, my story, offer'." She started looking at her business. She said, "Oh my gosh, my story is amazing. My offer's amazing. I'm not throwing out enough hooks." She says, "I'm going to throw out some more hooks." So she started doing all these things, and she messaged me, I don't know, like two weeks later. She's like, "Russell, thanks for consulting." I'm like, "hat are you talking about?" She's like, "You told me that if I was to hire you, you'd do hook, story, offer. So I just looked through my own business. I said, 'Is it the hook, the story, the offer?' I realized it was hook. I threw out a bunch more hooks. And she said, "We just had the most profitable month of our entire business because of that." I'm like, "Wow, that's amazing." Like now, you know my tricks. Now I'm useless in the equation. That's what's important for you guys to understand. Your job as marketers is to become good at throwing out hooks that grab someone's attention. Then after you have their attention, tell them a story that builds the perceived value of the offer you're going to make them. And then make them an irresistible offer. When you become good at that, you'll be able to write your own paychecks for the rest your life. So your homework right now is to start going through your feed, newsfeed, Instagram, Facebook, Google, anywhere you're going at and start paying attention to the hooks that are grabbing your attention. And then if the hook grabs your attention, click on it. And then go listen. Listen to what's the story. What's the hook on the landing page? What's the story they're telling you? What's the offer? And you start paying attention. This is what funnel hacking is all about, noticing what's happening and watching it and paying close attention because the way you do this is not going to be magic. It's just you're looking at that, and you're figuring out how do I do the same thing? How do I throw out hooks? How do I tell stories? Especially right now, like right now, the media is good at this. Why is media pushing so much fear? Because fear is a great hook I'm not a big believer in let's throw fear out there to try to sell products. But that's what the media is doing. They're really good at throwing out hooks. They call it clickbait. The clickbait, they're trying to get hooks out there. It's the same thing, but ethical, that you're trying to do. And so that should help. So Mateo said, "How do you help us survive in Corona time?" This is how you survive. You need to build a life preserver around your business. The life preserver are customers. Business is all about just getting customers and serving them at the highest level possible. People still have money. There's the false belief like, "Oh no, people don't have money." It's like, no, they still have money. Money hasn't disappeared. It's going to shift a lot of businesses. People are losing jobs and stuff, but it's like, you understand people have money. They're still spending money on things that they need. Like, look at what people are buying now. There's a lot of things people are buying right now. You have to understand that, and you have to protect your company. You have to build a life preserver of customers. And how do you do that? The best way is to get traffic, people, customers to you, which is why I'm going live every single day until further notice about this Traffic Secrets book because that's what I'm talking about. I know I have an interview. I got to jump off. It's happening in three minutes. So I'm going to bounce, but I want all you guys right now, it's time right now, during this moment of fear and frustration and quarantine and whatever the season we're in right now, this is the time for you to sharpen your saw and become better. I recommend going to trafficsecrets.com, getting copy of the free book. The book doesn't ship until May 5th. But the order form bump, the upsells is the audio book, which is seven hours of me reading the book. You can get it today. It's ready right now. So that's happening. And then, like I said, I'm going live every day during the weekday, going through chapter by chapter. So go pay attention. Go back and watch and start learning these principles. Even while you're waiting for the book, you can start understanding these principles and start becoming better at them. And test some hooks today. Post something on your Instagram wall or your Facebook wall or wherever you post stuff and test a hook out. See if you can get someone's attention. And just practice your hooks because the better you get at hooks, the more people. That's kind of game plan. So, all right, that's it you guys. It's time. Go get your book at trafficsecrets.com. I appreciate you guys. Thanks for hanging out today. You're all amazing. And I hope you guys enjoy your time in quarantine. I know it's scary and stressful times, but we need to be focusing on the positive and focusing on building life preservers around your business, which is traffic. It's customers. It's people. And so let's focus all about how to get, not just customers. If I can get this down here, not just customers, but how to get your dream customers, the right ones, the ones you actually want to serve into your business. And so that's the game plan. All right. Thanks guys. Appreciate you all. And we'll talk to you all tomorrow. All right. Bye everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

Here is another awesome episode from the Traffic Secrets book launch podcast. On this episode, Russell will show you how finding your 'Dream 100' can help you attract your dream customers! You'll learn: How Russell gets BIG influencers to spend thousands of dollars promoting his own products. Where to find YOUR 'Dream 100'. How to get 4 FREE videos from FunnelFlix! 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--- What's up everybody. This is Russell Brunson welcome back to the party. I'm excited to be here with you guys today and we are going live right now on Instagram, Facebook, YouTube. I think we're all over the place. So appreciate you guys hanging out with me today and I hope you've enjoyed this Traffic Secrets book launch. It's been going on this whole week. I know a lot of you guys are in quarantine right now, and you are bored out of your mind try to figure out what to do. Some of you guys are stressed out beyond all belief. I get it. Some of you guys are like, "This is dumb. Why are we even worrying?" And I get it as well. So there's a lot of chaos right now in the world. And the only thing we can control is our own mindset and things. We're focusing on things we're putting into our brain. And so I keep choosing to try to put my mind focusing on things I can affect things I can change, which really is this is probably one of, if not the best personal development weeks for all of us in the world, which is exciting. So, all right, really quick. Before I jump into reading some more of the book today, it's interesting. We did our ClickFunnels meeting and today we had the highest, excuse me yesterday. So yesterday we had the highest number of people logging to ClickFunnels ever, it's more than double what happens on a normal day, which means this is literally the season of funnel building. Okay guys, you're at home. You got the chance right now to finally create. There's always this excuse like, "Oh, I can't build a funnel because of this, because of this I'm too busy. I got this. I got blah, blah, blah, blah, blah." There's always for some reason, people always have this. We call it the mañana principle like, "Oh, tomorrow mañana tomorrow. I'll do it tomorrow. I'll do it." Okay. What I want to do. I want to suggest something for you guys right now. Okay. I want you to take this mañana principle. Most of us have like, "I'll do the work tomorrow. I'll do the thing tomorrow. I'll do tomorrow," tomorrow, tomorrow. I want you to do this as an exercise it will be really fun. Okay. What you're going to do and is the thing that you need to be doing that you normally put off till mañana. I want you to stop and I want you to do that today. Okay. And then the stressing that you were planning on doing today, stressing out about the coronavirus about food, about toilet paper whatever you're stressing about. I want you to take that stress and I want you to stress about it mañana. We're just shifting. This is an easy shift. Okay. We're taking the stuff right now that we're normally worried about. Okay. And that we're shifting it to mañana and the stuff that we normally are going to do to mañana. The stuff that's actually important about building our life, building our business, building our family. We're going to shift till today. Okay. Is shifting the mañana principle. Okay. If you guys can do that, it's going to be amazing for you. Okay because number one, you're not going to be stressed out because you're going to be stressed like, "I don't have time right now. I'm busy building funnels tomorrow I will worry about the stress." And then today you can get back to work. Okay. And what's cool about that. If you do it today, okay. It's going to be all of Friday all today to be able to work, to be able to create, to be able to read, be able to study, be able to learn every other thing that you've been procrastinating. You really have a chance to finally do it today. Okay. And all the stress that you've been sitting on for the last week, you'll move to tomorrow. You be like, "Worry about it tomorrow." and then ask yourself will you survive today? Is your family going to be okay? You got food for today, sweet worry about tomorrow. Let's get back to work. And then what's going to be cool is tomorrow I'm going to suggest to you the same thing. Move it, till mañana, and get back to work. Okay. So there you go. There's the mañana principle in a way that will actually serve you as opposed to hurting you. But again, we had more than double, as many people log in clickfunnels yesterday than we've ever had. Okay. Which means it's a season right now. It's a season to build funnels. It's a season to build hope season to start preparing and building your foundation because this season is going to pass. Okay. And the people who aren't frozen by fear in the season. Okay. When they come out of it, they're going to have a chance to be able to go and create and do some amazing things. So I want to make sure you guys aren't freezing during the season of fear. Okay, worry about it tomorrow. Mañana right now, get back to work focus on stuff you can control things you can create things you can do because the season will end. And I don't know if it's going to be two weeks from now, two months from now, two years from now, it does not matter. Okay. It's going to end. And the people who have been preparing during the season who have been planting the seeds right now are the ones who reap harvest. So now how to plant seeds. So what that means, two things. Number one, if you haven't got a Traffic Secrets book yet, go and get it. This is the seeds you need to get to the master traffic. Number two, this right here is FunnelFlix. Okay. Now FunnelFlix is an amazing tool. I have licensed, I think there's 2,600 videos on that. Okay. All of the courses I learned from, as I was learning this game, I went to all those people and I was like, "Your courses were the best that I ever went through. Can I license them from you?" And I paid them a small fortune, I think over a million dollars so far in licensing fees because I wanted to be Netflix for entrepreneurs. So we entered the streaming wars. We launched FunnelFlix and it's live. And right now we have a really cool thing for this weekend. It's called the FunnelFlix premier week, where you go to FunnelFlix.com right now and you put your email address in there and you get these four videos. 1, 2, 3, 4, I think each date unlocks one. So you'll get this one immediately. The first one is Frank Kern. If you don't know Frank Kern, he's one of the OGs of internet marketing. We had him speak of funnel hacking live. We didn't tell anybody he was coming. It was top secret. And then in the middle of, we had this whole FunnelFlix presentation. We had him come down and bang on the thing. And it opened up and Frank came out and delivered a message. It was insanely good. And people went nuts. It was like, standing ovation, screaming. It was as close to when a rockstar would feel like in our world, if you can imagine that imagine your biggest rockstar coming out and all the people flip out. That's what happened. And we captured it for you and you can go watch that presentation right now. Well, not right now. Wait til this is over, then watch it this weekend. And then if you like Frank's stuff, I licensed every... No I think almost 13 or 14 Frank's courses almost everything he's ever published is also in FunnelFlix now. So if you are a FunnelFlix member, you can geek out on Frank this weekend and get excited. It's all in there, all his best stuff's in there, which is exciting. So funnelflix.com. So this is trafficsecrets.com. Go get your book, get the audio books, go start listening, getting prepared there. And then over here's funnelflix.com as well. So that's the game plan. All right. You guys ready? Is everything... Is mañana principle in place. You've taken all your stress, your fears. You move it until tomorrow. Worry about it tomorrow. Today, you're focusing on planting seeds for your future. Are you guys cool with that? All right. If you're ready to start planning seeds for future, let's go. So what I'm going to do right now, back to the Traffic Secrets book. This has been so much fun reading this with you guys. So Traffic Secrets book. How many you guys are pumped about getting this book? I know we sold, I don't know, 10,000 the first day. I don't know how many right now, but we're selling tons of these. So I know most CBS have got, if you don't have, for some reason now is the time go to trafficsecrets.com. Okay. So I'm going to repeat. So we've gone through a lot of stuff in the book together. If you've been watching these videos each day, the first day I talked about the preface, preface however you say that all about there's a storm coming. And right now we're literally in the middle of the storm. I wrote this a year and a half ago, this part, and it's crazy that now we're sitting in the eye of the storm. So there you go. I don't know how I could time this any better. So introduction, there's a storm coming we talked about that. Then we talked about, we did two days on secret number one, which was, who is your dream customer? Okay. There's a lot of stuff in this chapter. Things I talked about with you guys figuring out, are your customers trying to move away from pain or towards pleasure, understanding that? And we talked about the difference between the searcher and the scroller and the mindset shift and what they're doing and how we structure things differently based on who they are that was secret number one. Okay. And figured out who is our dream customer. Again, getting to understand them at a deep level. Then secret number two we talked about is now we know who those people are, where are they actually hiding online? Where are they congregating? How can we find them? And we talked about how basically our job then if you look at this picture, here was all about finding where in the world these people are, where are they congregating online? And then from there we got to figure out our hooks, throw in there to grab them and pull them into our funnels, which is cool. All right. And then today we're still in secret number two today, we're moving on to a concept called the dream 100. All right. How many of you guys have heard me talk about dream 100 before I've been preaching this for quite a long time. So hopefully you guys have heard me talk about this more than once someone's asking to turn my camera around. I can't because I'm at home quarantine by myself. So I'm doing this by myself. I can't hold it backwards. I can get my kids come hold it here, but then be like, anyway, be chaos. So, right so again, first step of traffic is knowing who, getting deep understanding who it is you want, who your customers are. Number two, where are they congregating? Where are they hanging out? Right. And then number three is understanding, okay. Who are the people that are already congregating these people. Okay. A lot of times we think that we have to go and create traffic in fact, one of my first mentors, I've had so many great mentors over the years. One of them was a guy named Steven Pierce. And I remember Steven Pierce saying something in an event. He said, "People always think they have to create traffic." He's like, "You don't have to create traffic. Traffic's already there." You just have to figure out where it's at and then you tap into it. And that was one of those big, aha moments for me. Because I was trying to create traffic. Right. And so when I understood that, I was like, "Okay, I'm not going to create traffic. I got to find where they are." And this comes back to, we talked about it yesterday, which is finding these pockets, right. What are the blogs that my dream customers read? What are the Facebook groups? And what are the influencers they follow? What keywords they search for on Google? What blogs they... I think I said, blogs, what podcasts they listen to? I'm trying to figure out where are these pockets of customers? Right. So we got to understand that. And so that's the first step. So then the second step in this process is like, "Well, who's already congregated these people." There's people that have been doing this game for a long time, a lot longer than you, longer than me. Right. And they've already self congregated these people. So I decided to figure out, where are these congregations at? Because if I can figure out where those congregations are at, then I can tap into them. Right? And so that's where we get this concept called the dream 100. Now I learned this originally from a guy named Chet Holmes I had a chance to hang out with Chet, a bunch of times he wrote the book, The Ultimate Sales Machine, which is an amazing book, Chet passed away a few years ago, but someone I've had ton of respect for, actually 10 years ago, Tony Robbins event in Fiji. I was there, me and Chet both spoke and hang out a lot. But in Chet's book, he wrote concept called dream 100. And what the dream 100 is, he talked about, he worked for Charlie Munger, who is… what's his name? Charlie… Warren Buffet's business partner in one of his companies. And Chet was running this magazine. And I guess the time I can't remember, I haven't read all the details in the book, but they were the worst magazine in their industry had almost no advertisers. And they had a database of 2,500 people. And they're trying to message all these people and get to the advertising counsel and he couldn't do it. So Chet came in. He's like, "Hey, this is too hard for us to go off all these people, who are the people in the industry that buy the majority of the ads," we found, it's 30 people, maybe it's a hundred, I don't know. But there's a group of people, small group, right? That buy all the ads in our industry. So he said instead of marketing to all 2,500 or 25,000, or how many people are in there let's just target the ones that have the most amount of money. And so he built up a list and he started doing what he called pigheaded discipline, PHD, where he would start messaging. So every week he'd send them something in the mail. And then two weeks later he'd call them on the phone send something in the mail call them on the phone send something in the mail, call them on the phone, right? The decision makers who could move the needle for him. And he said after six months, I think it was six months, nothing happened. And he was frustrated, but he's got pigheaded discipline. He kept doing it, kept doing it. And within a year within I think seven months he landed his first client. It was Xerox or something crazy, who signed a contract. It was the biggest advertisers they'd ever had. And then next month they just land another one within a year or two years. Again, all the actual details are in here. They landed 30 of their dream, 100. And they went from the worst magazine in the industry to the top. And it was by figuring out who are the people that can drive you the most and creating a marketing campaign directly to them. And it was interesting. And then Chet talked about he wrote a screenplay for a movie and same thing like, "I wrote screenplay. I want it to turn to a movie or something, but I don't know how to do it, I'm not in Hollywood." So he's like... So he bought a, I think it was a time magazine or something that was like Hollywood's top 100 influencers or something. And he was like, "That's my dream, 100." So he took it was directors, producers, writers, whatever. And he took it and he's like, okay, "I'm going to dream 100, these people." So he sent his script to all 100, of these people. Then he called them on the phone and he sent them a gift and they called him. And eventually I think it was LeAnn Rimes called him back, loved the script, got the deal, pitched it to things, sold it to Hollywood. And they ended up making a play out of it, I believe anyway, I don't remember all the details, but that was the dream 100. So I remember reading that in Chet's original book. And then I asked him about it. I'm like, "There's something here, but I don't know what it is." Because I'm selling a book. I can't dream 100 everyone and be like, "Hey, you should buy a copy of my free book." Because it's free@trafficsecrets.com, right? It's not efficient. It would cost me too much. But then I was like, "Wait a minute. There are people on my list or there're people in my world who already have congregated my dream 100." I told you yesterday I got to figure out what are the blogs they're reading? Right. So if I figure out here's the blog, they're reading, there's a 100,000 readers of this blog who are my dream customers, wait, who owns the blog? Who's in charge of that blog? What if I started marketing directly to that person, got to know them and send them gifts and whatever. And if they like it and then they make a blog post about it. I might sell 50 or a hundred or a thousand copies of my book. Right. And I think who are my dream 100, what podcasts they listening to? And they're like, wait, "If someone owns a podcast and my dream customers are listening, what if I market to the person who owns the podcast? What if I got that person to say yes. And also they promoted it to their podcast and I make a thousand sales overnight." Okay. And that was where the concept of the dream 100 was born for us. And so for the last decade of my life is what I've been doing. I've been figuring out who, in fact yesterday, people are like, "Russell, what do you do every day all day?" I spent three hours yesterday on my phone, which is right here. My Instagram folks are watching me live on the device I use. I spent three, almost four hours yesterday contacting my dream 100. That's it, personal messages to all of them. Boom. "Hey, this is Russell." I send a gift. Hey, this is Russell. Hey, this is Russell. Hey, this is Russell. And that's what I did for four hours yesterday, dream 100. But Russell, "I thought you were trying to sell tons of your book, why were you doing Facebook ads?" There's people doing Facebook ads, but I would rather get one person who could spend a hundred thousand dollars… Like Peng Joon right now. You guys probably seen the ads for the book, right? Peng Joon, is spending tons of money right now, buying Facebook ads, promoting my book so I can go and buy more Facebook ads myself. Or I can build a relationship with Peng Joon because of my dream 100. And then he promotes it and he spends a 100,000 own pocket selling the book. That's a much better way to do it. Right. And so for me, this is the phase I'm going, my dream 100. I'm training people to write blog, posts, do podcast interviews and send out emails to the list and all sorts of stuff. Okay. But that's the magical dream 100. So anyway I want you guys to get the book it took me three days to read it, so I can't spend all three days just reading the whole thing, that's why I want you guys to get it. So when you get the book on page 41, this is the little chart I made of the dream 100. It's probably going to be backwards for some of these cameras, but basically I do each platform. So Facebook, Instagram, podcasting, YouTube, excuse me. Email lists, blogging, Google, YouTube, Pinterest. Right. So I put out the categories of each of the different industries here and then going down what I do it's okay. Who on Facebook is already congregated my dream 100? Okay. And so for me, I was like, "Well, okay, Tony Robbins has got 3.2 million fans, Grant Cardone's got, I don't know, 2 million fans. We've got Prince Ea got a billion fans," whatever. And I start making a list of all the people who've already congregated my dream customers. Who are they? Where are they at? Okay. I go to Facebook. I make a list as many as I can find. Okay. And then I might go to Instagram. Who are the influencers, who've already congregated my dream 100. And I go to Instagram. So I, write out their names. Oh, this person, this person, this person start listing out all their names. Then I go to podcasts. Okay. Who are the podcasters who've already congregated my dream 100. I start listing all the names and the podcast people who are the YouTube channels that already congregated my dream 100, who already have a million subscribers. I can go spend the next six years trying to get a million subscribers, or I can go to the person that already got a million subscribers. And if I can do a deal with him or her, have them make a video for me, boom. Now I'm suddenly in front of a million people that fast. Okay. You see how this works. Then who's got the email list in my industry. Who's the bloggers. Okay. And I start making lists of all these different things. And that becomes my dream 100. Okay. And so I'm starting traffic again. Notice this whole book I haven't said a single word about Facebook ads yet. Right? Everyone's like, "On Facebook ads, lets do Google ads." guy comes eventually. That's in section two in the middle, but there's all this foundational stuff. That's so much easier to get traffic. Okay. When Facebook shuts you down, what are you guys going to do? You going to be freaking out? Like, "I don't know what to do." And I'll be like, "I'm just going to call my dream 100. They already have an email list. They already got a blog. They had a podcast. I'll just see if I can go on the podcast." Boom. And we do that with our dream 100. So man, this stuff's so much fun. I could go for years about this. Let me see if I want to talk about anything else today on this or, oh, got to read you guys something. Can I read you a little piece? Are you okay with that? So it's funny how many of you guys know Rachel Hollis? If you don't, okay. Last year her book was the number two selling book in the world. The only one that beat, it was Michelle Obama's book. Okay. She wrote a book called Girl, Wash Your Face. And then Girl, Stop Apologizing this is book number two. And it's funny because I never heard of her. And then I went to this mastermind retreat and I did a list of all the different people. And one of them was a guy named Dave Hollis. Who's Rachel's husband. And I didn't know who he was. And I met him and I messed with my wife that night. I'm like, "Oh, I met this cool guy named Dave Hollis." And she's like, "Dave Hollis is that Rachel's husband." I'm like, "I don't know who's Rachel." And she's like, "Rachel's the biggest thing in the world," anyways so funny. And so had a chance to meet Dave and then got to meet Rachel and really, really cool. But last year we were in Puerto Rico at a mastermind event sitting around the room and everyone's talking about, their things. And it's funny because in this room there's 20 people and half of them are New York Times bestsellers. Half of them got three or four, five New York Times bestselling books. And it's just an intimidating room to be in. Right. And we're all talking and then someone started asking a question about how do they sell books? And everyone's given their two cents, I'm just writing, things a million miles a minute. And then Rachel starts talking and she said something and just boom, drop the mic. So I read to you. She said says recently I was in a mastermind event in Puerto Rico and I had a chance to spend time with Rachel Hollis, the author of the number one New York times bestseller Girl, Wash Your Face at the time she was in the middle of launching her new book. Girl, Stop Apologizing. As I was in the middle of writing this book, I was curious about how she had sold over a million copies of her books. I asked her for the secret to selling that many copies and she told me, "We ask ourselves this question, what are the tribes that my women are already in? What network marketing companies are they in? What Facebook groups, what Instagram channels, what hashtags are they following?" After we identified these things, we tried to figure out who are the tribe owners of these women? Who do we need to become friends with anyone who had over 200,000 followers? We would direct message them, tell them who we were and ask them if we could talk. We started messaging everyone. Our focus was to find the tribes and then figure out the best ways to infiltrate them. And I said the dream 100, she recalled that was exactly what she had done to quickly become one of the bestselling authors of all time, which is crazy. And then I go on again. Quest nutrition, how many of you guys know quest nutrition, quest bars. So Tom Bilyeu is one of the founders of Quest bars. He was also in this mastermind group. And after this I was researching it. How in the world did he build quest to a billion? He sold it for a billion dollars. How did he build that company? I remember watching it explode overnight. And then he cashed out and I found an interview with him on the founder podcast. And it was interesting. He tells the story. He said "We had a very different approach that got a lot of people, excited, not just about the product, but they felt good about the way we treat them. We went old school, researching several hundred health and fitness influencers. Then sending them handwritten letters and free samples. This is all about showing an understanding of what others were trying to achieve. And that quest was interested in helping them connect with their audience. When people are building community, they have a real sense of service to that community. We would send them free product and just say, if you like it, tell your people. And if you hate it, tell them that too." "Not trying to steer people's comments to give us a pretty great recommendation or not trying to steer people's comments gave us a pretty great recommendation. Some didn't like it and said so, but the vast majority loved it and were grateful. We had shown an understanding of who they were and what they were trying to do. So they spread the word." You see what happened? Tom built a billion dollar brand off of what? The dream 100 wasn't Facebook ads. It wasn't Google ads. The dream 100, Rachel Hollis became bestselling author in the world off of what? The dream 100. Okay. That's the concept that in chapter two, you guys understanding who's your dream customer? Where are they congregating? Who is in charge of the congregation? Who's the leader. Who's the person that you can infiltrate? And then you got to get to those people. Right? And it's coming down to building relationships, getting to know them. How can I serve those people? Okay. I did a video on YouTube. In fact, you should all go to YouTube and go to YouTube type in Russell Brunson, Tony Robbins dream 100 and there's a video it's about 10 minutes long of me showing the decade long journey. I did dream 100 Tony Robbins, how I became friends with him, how I became business partners with him, how I got to promote my stuff. It wasn't me just spamming, "Hey promote me Tony." It was me for a year or excuse me a decade serving and building a relationship with him is my dream 100 and getting in and infiltrating that, okay. It's a very powerful, really real strategy. So it's the key though. So that's the next thing you guys is that even if you don't have the book yet, you should get it. It's free. So the only reason why you wouldn't get it is you must hate money or you hate traffic or one of those things, but you cover $10 shipping handle. You can get it, but even if you don't get it for whatever reason, you still know the concept now and understanding that. So what I would recommend doing, see if I can find the page when you get the books on page 41, but you don't need this book to do this. Just go make a graph like this and say, "Okay, who's already congregated my dream customers on Facebook, and start making a list of those names. Who's already congregated my dream. 100 on Instagram, make a list of those names on podcasts, on YouTube, on email, on blogs," and find those people. Those are the existing congregations, right? And when you do that, my goal would be to try to get a hundred people, right? So 10 people, 10 or 20 people on Facebook, 20 people on Instagram, 20 people on podcasts, 20 people get 20 of them 20. All these different platforms have a hundred people. Now there's your dream 100. Now when you have that, that becomes the people you're marketing to those 100 people, right? If I get one of those hundred people, say yes, it can blow up your business. I remember when I did this exercise with the DotCom Secrets book, one of my dream 100 and my podcasting thing was JLD John Lee Dumas, Entrepreneurs on Fire. I never met, excuse me. I never met him yet. Sent him a copy of the book, sent him a dream 100 package, got to know him a little bit, messaged me. He was like, "I love your book. Want to promote it." He had me on podcast. I think the first day he sold like 500 copies of the DotCom Secrets book. Okay. And I came off of one dream 100 package. Right? So if I know, here's a hundred people, these are the people I'm marketing to, I'm serving, I'm getting to know them. I'm building relationships. And I'm going to focus on putting in the time to get to know these people it'll pay off in dividends. Okay. So that's the first step in the traffic secrets process is the dream 100. Getting to understand that when we were launching ClickFunnels, it was interesting because I'm no coder. I don't have any technical ability. So while my business partner, Todd and my business partner at the time, Dylan, while they were coding ClickFunnels, you're wandering Russell, what did you do? You're useless to the equation. I know I can't code. So what did I do? This is what I did. I sat there all night while they're coding and I'm messaging people getting to know them, building relationships. I remember my dream 100, by the time we launched ClickFunnels was dream 328 or something. I don't know how many, but it had grown because I built all these relationships and we launched ClickFunnels and we grew it. And it's crazy now that, ClickFunnels five and a half years ago it started. Today. We have over a 100,000 active customers, 30% of you guys logged in yesterday, which is crazy. So 30,000 plus people logged in yesterday to build a funnel. What's crazy is that the majority of those customers came off of the following of my dream 100 the original dream 100 that I had set up five years ago. And I've been relentlessly getting to know them, building relationships, pursuing them, asking them, promote things, getting them to use ClickFunnels. I've been building free funnels for tons of them. I put in the hard work, the dream 100. And on the back side of that has been a company that does hundreds of millions of dollars a year. So anyway, I hope that helps getting the wheels you had spinning. That's just secret number two, the dream 100. So, all right. We're five or six days in this guys we've gotten through the introduction secret one and secret two has been good so far you learning good stuff. If you like this comment down below, like "That's awesome." If you're like "That was lame Russell, I don't need traffic. I hate traffic," then be like, "That was lame." I don't care. Let me know what other way. The more that you tell me the better, I know how to do these and I can keep doing, if you guys like I'm enjoying it, hopefully you are as well again, here's your call to action for you guys. If you don't have a copy of the book yet we're in pre-order right now, you can get it@trafficsecrets.com. The books actually ship May 5th, but you can download the audio book tonight and listen to this weekend. Binge, listen, and start getting these principles into your brain. The more you understand them the better a lot of you guys ask about box set. This is all three of my books, new updated hardbound versions of DotCom Secrets, Expert Secrets and Traffic Secrets, as well as this new work book called Unlock The Secrets as well. The only place to get this out is the upsell. So there you go. When you get a copy of the book, the first order form bump is the audiobook you say yes to that, you'll get the audiobook. And then if you want to get all the updated hardbound versions, that only way to get those is after you buy the book, we make an offer where you can get them all at the discount. So that's the only way to get those. I get them the box ships May 5th, but the audiobooks are there now. So you can start listing at ASAP that's number one. So where do I download if I already bought? If you go back trafficsecret.com is a link there says log in, click on login, and you can log into your members area. It's got all the bonuses, the videos, there's five hours of videos there as well. There's a whole bunch of cool stuff you get when you get the book for free and over here this weekend, it's you guys wonder what to do. Go binge watch stuff on FunnelFlix. We have a premier week for free. You can go and you can watch Frank Kern's presentation today for free each day, unlocks free presentations to get you to fall in love with FunnelFlix. So we're now part of the streaming wars. ClickFunnels is taking on Disney plus and Amazon. And it's all there for you guys as well. One thing I'm going to end with, I talked about this in very beginning, but those who logged in late is a mañana principle. And I want to just re stress this because this can help you guys during this time of crisis. So right now everyone's stressing out, right? Because of all the excuse me, the economic turmoil. And so what I'm going to do is I want you to take that stress and I want you to stress about it mañana tomorrow. So take that and tomorrow I'll worry about today. I'm focusing on planting seeds for my future. Okay? Start planting, seeds, plant seeds of reading book, creating funnels, building stuff, making videos, publishing, whatever your seeds are. Start planting those seeds ASAP. Okay. Because harvest is coming, but if you don't plant, now you're going to be screwed when the harvest comes. So start planting your seeds right now. Okay. And take all the stress of the coronavirus or whatever you're stressing about. Put that tomorrow, mañana, worry about that. And then all this, you leave for tomorrow, which is the planting of the seeds, "Oh, I'll plant tomorrow. I'm going to study tomorrow. I'll build a funnel tomorrow. I'll make a video tomorrow. I'll publish tomorrow." It's time to stop and take that to today, moving that forward and we're going to do it right now. That sound good. That's the game plan you guys. Appreciate you all for hanging out. This has been a fun week so far. Hopefully you're enjoying the time with your family and your loved ones. Make sure to prepare yourself you guys. We don't know what's going to happen, but the best thing you can be possibly doing right now is planting seeds for tomorrow. The harvest will come. If you've not planted during the season of planting, you're going to be in trouble. So now is the time. Appreciate you guys. Thanks for everything. Go your book, trafficsecrets.com, then funnelflix.com. Got have some fun and have a great weekend. Thanks everybody. We'll talk to you guys all again soon. Bye everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

Enjoy another episode from the Traffic Secrets book launch podcast. Want to know EXACTLY where your Dream Customers are hanging out online? In this episode, Russell shares: Why you DON’T need to create brand new traffic. How to find the places where your dream customers are already congregating. How to hook your dream customers once you’ve found them. 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--- What's up everybody, this is Russell Brunson. Hopefully you guys are all doing good today. We are in the next day of our Traffic Secrets Launch, talking about traffic secrets, and the book, and how you traffic to your funnels and a bunch of other amazing things. I hope you guys enjoyed the last few days. We've had a fun time to go through some of the things in the books and the concepts. So far, well over 10,000 of you guys have ordered the book, which is amazing. I think it's 3,000 or 4,000 of you guys have bought the audio book, which is the upsell order form bumps, which I'm super grateful for, because I spent three days in lockdown in a recording studio recording that for you guys. So thank you for making that time not a waste of my time and energy. It was crazy. For those who've never done an audio book, you literally have headphones on, and you're reading the book and there's someone listening to everything. And if you mess up, you have to stop, and then you go back, and you just go again, and if you mess up, you stop. I did all three books over seven days. It was a nightmare, being stuck in little spot like this, and you can't move while you're talking, and you can't mess up and you have to keep your energy high for eight hours a day. It's really, really hard. But there were over 6,700 cuts where I messed up and we had to go back and fix, and fix, and fix, and fix. To read all three of these books, Dotcom, Expert and Traffic. So anyway, I've got a dozen or so of you guys messaged me saying you listened to the entire audio book already, which is crazy. It took me three days to read and you listened to it in a day, which is, I don't know, makes me happy. Also, people said the hard thing is that they can't listen in 2X speed because it's already at 8X speed because that's how you get Russell Brunson. I only come in 8X speed, I don't come any slower than that. Anyway, which is kind of fun though. But anyway, the Traffic Secrets audio book is the order form bump. And then, by the way, I don't know, probably 200 of you guys have messaged me on Instagram like, "How do I get the box set?" Okay. When you buy the book, you go buy the Traffic Secrets book and the upsell's like, "Hey, do you want the entire Secrets trilogy?" And if you say, yes, then we'll ship the whole thing on May 5th. If you say no, then you don't get the whole thing. Anyway, so that's kind of there. And the other thing is that one of the upsells is the audio books for all three, so if you want to geek out during this quarantine time and listen to all three of the audio books, that may be an opportunity, but you got to go check out the funnel to even know. So, if you go to trafficsecrets.com, you'll get a free copy of the Traffic Secrets book, the order form bump is like, "Do you want the audio?" You're like, "Yes, I want the audio book." Boom, you got the audio book. Next upsell's like, "Hey, do you want the entire box set?" Because you'd be crazy not too. And you're like, "Yeah, I want the box set." And you say, "Yes." And it's like, "Do you also want the audio book for the box set?" And you're like, "Yes." So, that's how it works. Anyway, I hope you guys enjoy the funnel. I always hope people buy slowly because it's fun to go through the process and see what we did. All right, so today, hopefully this works a little better. Yesterday my Instagram was muffled, so hopefully you guys can hear me. And then my Facebook/YouTube video camera crashed nine minutes in because somebody tried to call me. So I've locked down all these things, this is my own personal studio out of my quarantine, trying to make sure this is all going to work for you guys. Hopefully it's working today, hopefully you guys can hear me, hopefully nobody calls through. I try to block everybody, and we can just hang out and have some fun. This video behind me is trafficsecrets.com. If you're like, "What is that? What are you saying on that video, Russell?" You can just click on that button and you can watch it. So anyway, everyone said, "Where do I go buy..." I literally just said you get the entire box. So the only way to get the box right now is you go to trafficsecrets.com. You buy the book. And I say, buy loosely because it's free, use just cover shipping and handling. So it's 9.95 US or 19.95 international. And these ship on May 5th. So there's a little bit of delay because the way the publishers work is you... Yeah. The way the publisher works, the publishing date is May 5th, but we had to roll it out earlier. Anyway, it's a long story, but the books, that's where you get the book. And then the audio book, you can get immediate access to. So you can listen to it today. And then the box set is the first upsell. So if you want to upgrade to the box set, which I highly recommend because this is my life work. Is this crazy? People say sometimes, "This is my life's work." Like literally, this is my life's work. It's all here. It's in the Dot Com Secrets book. It's all my life's work about how to build funnels. This is the new hardbound updated version. There's over 30,000 new words in this. Actually it's more than that. This book started at 58,000 words. I ended deleting... I deleted probably 20, 25, 30,000 words and ended up over 90,000. Expert Secret, same thing. This one started at 60,000, I think I deleted 20 something thousand words. And then it ended up being over 90... Almost, I think this one was almost 90,000, and Traffic Secrets is like 94,000. So this is my life work. It's updated. They all work together. When you get these, I would highly recommend going over it. I would listen DotCom Secrets first, then Expert, then Traffic. If you've read these in the past, they've all been updated. They're all new. This is five years worth of experience re-woven back into the book, that's... Anyway. So there you go. There's a pitch for the box said, but it's going to be awesome. So today what I want to do, I'm going to go back through Traffic Secrets. All right, Traffic Secrets. And we're going to go dive deeper. So I've been reading parts of this and telling you stories from this book over the last couple days. I'm going to keep... Hopefully you guys are enjoying this. If you're liking this, let me know in the comments down below. I'm enjoying doing it and I'm going to keep doing it if you guys like. Unless you're like, "This is horrible, Russell, I just want the book or the audio book," I can stop, but I'm enjoying this. I'm in quarantine anyway. So might as well hang out with my friends, talking about my new book. So if you go through this, the first video, I talked about the preface, preface, I don't know know how you say that. And I talked about how there's a storm coming and it is crazy. I started writing this book two years ago, I would've never known that we would have launched this in the middle of this epidemic where we're all staying at home. We're all quarantined, and businesses are failing left and right, right now because of just... Anyway. I'm not going to go too deep into it, but it's a scary, scary time. And your ability to get customers in the door, not just crappy customers, but your dream customers, has everything to do with your business, if it survives, or if it doesn't. This is literally your life preserver. I'm throwing it to you right now for you to master because this is going to keep fuel, traffic, people coming into your business right now. And in a couple months from now, when the quarantines lifting and things are shifted, it'll give you the ability to thrive, to regrow your business. All the things happen, but this is this nice moment you have to go there and master these principles and really understand them. So literally, the introduction's called There's A Storm Coming, and now we're in the middle of the storm. So not going to say I'm calling my shot or calling the future, but anyway, just kidding. All right, so that was the first day. And then we did the book launch and then that day I talked about chapter one, who is your dream customer? We talked about away from pleasure towards pain, no away from pain towards pleasure. Then yesterday we started talking about the searcher and the scroller, understand the two differences of your dream customer, right? Are they searching or are they scrolling, and which networks are different, right? Think about searching how it's like Google, YouTube, Quora, all the search platforms, and the social platforms, you're doing interruption marketing, like Facebook, Instagram, also YouTube, YouTube, both, which is kind of fun. I went into that. Understand the differences because the way we structure our funnels and our ads are different based on if it's interruption versus search. And now today, we're moving into secret number two, where are they hiding? What, where are who hiding? Okay. So if secret number one's all about figuring out who is your dream customer, secret number two is figuring out where are these people actually congregating? Where are they hiding? Where are they at online? And so that's what I'm going to kind of go into here to talk about. And I'm going to read part, you guys care if I read a little bit of this? I don't know. I don't have to. If you want me to read it, be in comments like "Read it, Russell, read some of a book." Because I could tell you the story, but I already wrote it so might as well... Okay. I'm going to read part of it. Here we go. Secret number two, where are they hiding? One day in college, I knew I was supposed to be doing homework, but my ADHD in mind couldn't take it anymore. I had to stop writing even if it was just for a few minutes, I looked around and made sure no one else was looking, and then opened up a new tab on my browser. I started typing www.themat.com. And then within seconds I was taken to a new universe, a universe occupied by hundreds of thousands of wrestlers, just like me all around the world. This was our playground where we could talk about wrestling, post pictures and videos and debate about who was going to win every match happening in the next big tournament. I read a few articles and watched a video showing a new way to finish a single leg take down. Afterwards, I went to the forums. Oh, how I loved the forums. Who's better, Dan Gable in his prime or Cael Sanderson now? Somebody had just posted. Of course I had an opinion and it took everything I had to not spend the next 90 minutes writing my thoughtful response about how, if we shrunk Cael down to Dan's size and took him in the time machine, back to the 70s, Cael would've destroyed Dan head to head, but I knew I couldn't. My paper was due the next day and I was locked away in study hall until it was done. Angrily I closed down the tab and sat back in my chair to stretch before I made the trip back to reality. As I was leaning back, I started looking at my other wrestling friends who were locked away in study hall with me because of our bad grades. As I glanced towards our 133 pounder, I noticed a smile on his face, what? What could he be smiling about in study hall? As I shifted my gaze from his face to his monitor, I saw it. He was also on themat.com and he was writing his comments on why he thought Dan would actually beat Cael. Then looking at the other wrestlers in the room, I decided I had to know what they were doing. Faking like I had to go to the bathroom, I stood up and started to walk past their desks. I looked at our 157 pounder screen, yep, he was looking at themat.com too, the 178 pounder, themat.com. But what about our heavyweight? He had to be actually doing his homework, right? Nope. He was also on themat.com. And as I passed his computer, I quickly read his form reply that Bruce Baumgartner, two time Olympic heavyweight champ and four time Olympic medalist, would beat both Dan and Cael at the same time. What? Was he crazy? There's no way that Cael would lose to Bruce. And that's when it hit me. Themat.com was our little corner of the internet. All the wrestlers in study hall were congregated on that website talking about wrestling, but we weren't the only ones. Wrestlers in other colleges across the country, along with high school wrestlers and their parents, were on the website too. All around the world, hundreds of thousands of people were all together in this one spot to talk about the topic that we love most, wrestling. Honestly, this is the real power of the internet. It has allowed us to connect with like-minded people in a way that wasn't possible before. It allowed each of us with our unique and sometimes weird hobbies and interests to congregate with our people to discuss the things that meant the most to us. I'm going to stop. What do you guys think? Does that get you excited? Ah! Oh man, it's so much fun. I have a lot of stories in this book about that, but that is the power of congregation. So you guys have to understand. In secret number one we already identified who is our dream customer. And in the book, I go through a bunch of exercises to go deep into that. After you know who they are, then you've got to figure out where are these people hanging out? That's the real power of the internet. We figure out who our dream customer are. We figure out where they're congregating, and our job to figure out, hey, here they are. Here's all the wrestlers in the world that are on these websites. If you're in fitness, here's all the fitness people are reading these blogs. They're on these email newsletters. They're following this person on Instagram, this person on Facebook. Or if you're into cooking, where are the people interested in cooking? Where are they already congregating? Our job as marketers is not to go generate traffic. People are always like, "I need to create traffic." No, you don't need to create traffic. Traffic's already there. People are already there. They're already congregating based on what they're interested in. Your job is to figure out where are those congregations? And I need to come out there and I got to throw out my hooks in those congregations. So if I figure out there's 100,000 wrestlers here, I'm selling wrestling products. What do I do? I come over to that congregation, I throw a hook in and I try to grab those people out of that... In fact, I have a cool image. You guys want to see a cool image that I doodled? I'm a doodler. So that's what I do. In fact, the Traffic Secrets book I think has more doodles per pages than any of my other books. But here you can check out. This is the doodle I did for this. So here's the world, right? And throughout the world, there's random people who are interested in your topic all around the world. And they're all congregating together in a spot, right? So for all the wrestlers in the world, they're all congregating on themat.com. All the internet marketers in one spot, all the tennis players are somewhere, all the people in health and fitness, all the people who are interested in whatever you do, cooking, cleaning, legal advice, whatever, like whatever your thing is, everyone's got a different thing, right? Whatever your thing is, all the people are there and they're all congregating on certain websites. So your job as the marketer here is not to go create traffic. You don't got to come here trying to drum up business. You go to the marketplace. This is the marketplace for your people. They're all hanging out already. Steven Larson, that I'm going to quote later in the book, we talk more about this. But he talked about, people think that the market is their dream customer. It's like, no, no, no. The market's not your dream customer. The market is where the dream customer goes. So if you wake up in the morning and... Sorry, of course somebody's always going to try to call in the middle of Facebook live, or Instagram live. Okay. I'm back. Someone tried to call, but you don't go to... The market's not a person. You go to the market. If I want to take my family and go to the market, we're the dream customers. We wake up, we drive to the market. We're there, right? Same thing. This is the market. This is where your people are all going to. So you've got to figure out where's your market. And then you, as a marketer, you go to the market and you throw in your hooks. And you grab those people and pull them into your funnels and take them through your process. And you don't know which hooks are going to work, so you have a bunch of hooks. You're throwing in different hooks in here, until you figure out, this is the hook that grabs these people, we pull them in, and then we go and we can serve them through our funnels. So that's the big secret to understand. Who's your dream customer and where are they hanging out? After I figure out where they're hanging out, then I just go figure out how do I get their attention? What do I do to throw out hooks? We talked yesterday about interruption marketing. So if I know that, hey, my dream people, they're interested in business. They're on Facebook right now. So I know I can target their interest. People interested in business, or people interested in Tony Robbins or whoever, I figure who my dream customer, what are they passionate about? You know what they're interested in, then I go to Facebook or I go to YouTube, or I go to Instagram, or wherever I'm trying to go interrupt them at, I'm like, hey, they're all hanging out here and talking about the thing. I'm going to interrupt them. I'm going to throw my hooks in there. And if I do that right... We talked about this yesterday. If I do that, I throw my hook in there, I get their attention just for a moment, just long enough that I can then tell them a story to build up the perceived value of what I have to offer. And then I offer them the thing. That's the magic, you guys. This game becomes really fun when you start understanding the principles. It's not difficult. A lot of times people think, "Oh, this is complicated or hard," or whatever. It's like, no, it's really simple. Traffic is simple when you understand, all this is really becoming super hyper clear on who your dream customer is. That's what all of chapter one here in the book is all about. Who is your dream customer? And this is number two, now that I know who they are, where are they congregating? Where are they already hanging out? Again, I'm not trying to create traffic, I'm trying to figure out where's traffic already at, where are they already congregating? Where are they already hanging out at? Where's the marketplaces that are already there? I'm going to go find those market places. I'm going to drive to them. I'm going to throw my hooks out, try to get their attention, just long enough so I can tell them a story. After I tell them a story, the golden stories that increase the perceived value of what I'm selling. And then I make them the offer. And that is the game. That is the game that we are playing. So Josh just said, "What's the advice you'd give a 24-year-old looking to get into business?" Step number one, you need to understand this business. I would go get the book, read it, master it, learn it, apply it. After you read the book, I would go find somebody else's business and work for free for them and apply these principles. Go drive traffic for them and prove that you know what you're talking about. After you've done that and you've got some success for someone, then you can go say, "Hey, I read this book. I know how to get traffic. I did traffic for this guy for free. He's blown up his business right now, even in the middle of this economic downturn, because these principles work in an up economy and a down economy." Then go and tell someone else, "I did this for somebody else. I would love to do this service for you." And start doing services initially. Okay? If you have no idea where to start, start by mastering the skills in here and do the service. I wrote the Dotcom Secrets book and people from around the world learned these processes and some applied them in their own businesses, and some who didn't know what to do yet, took these and started applying them to other people's businesses. They became funnel builders. They became things like that. We had an event last summer, called Unlock The Secret. So it was a family event. We had a lot of kids there and things like that. And one of the guys there, Noah Lens, he was, I think 12 or 13 at the time, came and spoke. He said, "I read the Dotcom Secrets book. I listen to your podcast. And I started building funnels for other people." And I asked him, I said, "How much do you charge people to build a funnel for them right now?" He said, "I used to charge $25,000 but I stopped because I had so much business." He's like, "Now, I only build funnels for equity." I was like, "You're a 13-year-old kid. And you only build funnels for equity," for crying out loud. And how did Noah do it? He read the Dotcom Secrets book and mastered the funnel building. I've got a ton of people now who have read the Expert Secrets book and mastered storytelling. And now they have agencies, helping people build stories. There are even people who read the Traffic Secrets book, they master it and start agencies. So if you don't know where to start yet, learn the principles, master them, understand them, and then do them for other people. If you have a business, learn them and master them and do them for yourself. I don't care. The principles work, whether it's your business, somebody else's, but now is the time to learn it. So, oh, someone's asking what's in the Unlock The Secrets book. You'll have to find out. I'll give you a hint. It has to do with something amazing. Just kidding. Anyway, so there's some hints about section number two here, secret number two. Trying to think if I'm going to go any deeper today. Who's your dream customer? Where are they hiding? Yeah. I'll go deeper tomorrow into, yeah... These chapters are long. There's a lot of cool stuff. I've got tons of doodles, as you can see in here. So I will wrap it for today. Tomorrow we're going to start talking about... Now, so who's your dream customer? Where are they congregating? Tomorrow, we're going to get into the next concept, which is called, The Dream 100. And some of you guys think you know what that means, I'm going to tell you what it actually means. And we're going to walk through that tomorrow. So it'll be fun. Anyway, if you guys don't have a copy of your book yet, it is time. They're flying off the shelves. They're free, you just cover the shipping and handling, trafficsecrets.com, and you can go get it. And on top of that, there's a bunch of amazing, insane bonuses. In fact, I wish I could scroll down on my computer back here. If you scroll down, there's some crazy bonuses. There's an hour-long presentation. I did funnel hacking live, teaching about traffic secrets. You can get that immediately and start watching it. There's a video there from prince EA, the man, who's had over three billion views on his videos, his presentation is one of the bonuses there, to help show you how to make videos that go viral. Peng Joon who did a presentation at Funnel Hacking Live about how he spends a weekend and builds all of... He has a process, he spends a weekend, he records a bunch of videos and that is all of the assets he uses to drive traffic from every platform. His presentation's in there, a bunch of other bonus... I think like four or five hours of bonus presentations you get immediately, the second you get the book, I could easily sell each of those for 97 bucks by themselves. But you get them for free when you get the book for free. So it's like, if you hate free then don't get the book. But if you like free, you should go to trafficsecrets.com and get your copy of the book. And then for any of you guys who are like, "I want to get this into my head today. I'm sitting around, I'm bored." The audio book, this book doesn't ship till May 5th because we're going through an amazing publisher, Hay House, and the pub date... For anyone who's ever written a book, there's a pub date, pub date is May 5th. Two days ago, March 17th was the day I was first allowed to talk about this and start doing pre-orders. And May 5th is the day it ships. So we're in pre-order phase right now. But the good news is I spent three days in a studio reading this entire book and the audio book is available right now. So you can go and get it today. It is the order form bumps. So when you get the free book, if you want to upgrade you can get the audio book and start listening to it right now, and you can dump all this info into your brain without waiting any longer. So anyway, that's kind of fun. Anyway, I hope you enjoyed this. For those of you guys who are in quarantine, go get this stuff, and you got something to study with your wife and your kids and your family, your spouse, your significant other, whatever it is, your business partners. You can go start watching stuff right now and start understanding these principles. Now there's this weird time where the nation and the world is all pausing for a second. And you can pause and go Netflix and chill, or you can stop and use this time to get this information into your brain so you can master it so that when the economy, we have this chance to go start... Going full out again in the economy, you'll be able to succeed. So now is the time you guys. Someone said, "Do you think that the book is free?" Yeah. So my hard costs on these books is a lot. I paid for the entire hard cost. I have to pay a shipping house to ship them. So there's people that take them, they put them in a box, they put the postings, and the postman takes these things, they do the process and then some guy walks to your house and hand delivers it. So you've got to cover those costs. I cover the cost for printing this book. I paid for it. It is a big book, 327 pages. So I paid for that. You do have to pay for the shipping though, because I'm not going to do everything for you. If you're not willing to pay for someone to come hand deliver it to your house, it's not going to be the right business for you. You are going to struggle in all things in life, especially running a business. But if you want to pay 10 bucks to get this thing hand delivered to your house from the US postal office, there you go. All you got to do is go to trafficsecrets.com and get your copy now. Anyway, with that said, you guys, I appreciate you all. Thank you so much for everything. You guys are awesome. And I'm having so much fun sharing these traffic secrets with you guys. Now is the time to double down, master the skill, learn it, understand it for yourself, for other people's business, whatever it is. This is a skill set. If you master this and understand it and learn it, it'll serve you for the rest of your life, no matter what business you are in. We always say that the people that can drive traffic in a business are the rain makers. They can make it rain. If you can make it rain, you can write your own paycheck for the rest of your life. Whether it be your own business and you go in there and you make it rain for your own business, or you do it for other people's businesses. The rain makers are the ones who can do anything. They set their own paychecks. They negotiate. The person who can come into business and say, "Hey, your business is struggling. I can turn on the rain." And like, well how much does it cost? I just want 20% of your business. Ah, I can't do that. Well, you're going to go under otherwise. Okay, well, make it rain. You can make it rain. And you get equity in companies like... This skillset will be the most valuable thing you can learn. And you're getting it for $10 of shipping and handling. This is 15 years of my life work, about everything I know about how to get traffic. And it's all here for you guys today. So anyway, I appreciate you guys. Go to trafficsecrets.com and get it. Oh and if you want, and again, the order form bump, you can get the audio book, start listening today. The upsell is this entire huge box set, where if you want, you can get the Dotcom Secrets, Expert Secrets, Traffic Secrets book, and the Unlock the Secrets Workbook to go with it. For those who don't already know, Dotcom Secrets is the first book I wrote. This is in fact, if you look at the... Oh, subtitles, I'm going to do subtitles because they help you understand how they all work together. Dotcom Secrets is the underground playbook for growing your company online with sales funnels. This is the new updated hardbound version. It's almost twice as big as the original version and the only place to get the hardbound version right now is as the upsell at trafficsecrets.com. Number two is Expert Secrets, which is the underground playbook for converting your online visitors into lifelong customers. So this one's how to build funnels, this is how to communicate to people when they come to your funnels. You notice on all my pages there's videos, there's presentations, there's things that are happening, there's ads that are happening, like, how do you communicate? How do you use persuasion? How do you master story selling and things like that. That's what this book's all about. Number two, this is not about how you get on stage and speak for a million people. This is about how to master your message and putting it on your online platform, AKA your funnels. So how to build the funnels, how to communicate inside the funnels. And then number three here is how to get traffic or people into those funnels, into said funnels. So these three work hand in hand to help you to grow your company. Which one's my favorite? They're all my favorite. I bled, blood, sweat and tears to get these to you. This is 16, 17 years of my life work all put into here. And then Unlock The Secrets is your underground playbook for scaling your company to the two comma club and beyond. This is a workbook that'll go with the other book. So as you are going through Dotcom Secrets, you're going to be filling out the blanks and getting all the stuff here. As you're going through Expert Secrets, you're going to be filling out the blanks and this will become your workbook for your business. So as you're learning these concepts and these principles, this becomes where you document and you write them down, your thoughts, your ideas, and this will become your playbook for you to be able to go and dominate and take over the world, whatever world it is that you are serving in your business, your people. So there you go. There's the box set. And again, these ship May 5th, but you can pre-order right now a trafficsecrets.com to get the book. The only way you get the box set right now is the upsell inside of the book. So go to trafficsecrets.com, get the book, upgrade to the secrets box, all this entire thing will ship May 5th. But the audio book's available now, plus there's an insane bonuses, there's like five hours of video bonuses just when you get the book and a bunch of other cool things. So now is the time my friends... Yeah, you can get the audio book. Yeah, since I prefer audio, I listen to... Yes, you can get the audio book right now. But you got to go to trafficsecrets.com to get it. All right guys, that's all I got for today. I'll be back tomorrow to share with you guys more from secret number two, which is all about the dream 100, which is the next step in this process. So thanks you guys. Appreciate you all. Have an amazing day, and we'll talk soon everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

Welcome to the first episode in this special 8 part series. With Russell being incredibly busy preparing for Funnel Hacking Live, he decided to share some of the traffic tips that he released last year during the "Traffic Secrets" book launch. On this episode, Russell reveals the CRITICAL difference between the "Searcher" vs. the "Scroller". You'll learn: How to craft your funnel for BOTH types. Why interruption marketing is so powerful (and how to correctly use it). Why you must HOOK your audience before you tell your story or make your offer. 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--- What's up everybody. This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. All right, I've got a special treat for you guys over the next 30 days. One of the biggest requests I get people wanting to know more about traffic, which is one of the reasons why I wrote a whole book called Traffic Secrets, which if you don't have go to trafficsecrets.com and get it, what are you waiting for? Do you hate money that bad? Anyway, so what I wanted to do over the next couple of weeks because I've been slammed recently with obviously Funnel Hacking live is happening in less than a week from the time I'm recording this. We've also got inner circles relaunching we've got a whole bunch of other crazy things, like a bunch of there's lots happening. And so I thought it would be fun I think for you guys to get more traffic stuff and also take a little weight off my shoulders for the next couple of weeks is to give you guys access to eight episodes of me talking about traffic. Now, this is something that I actually recorded during the pandemic when I was in the book launch. So I had a chance to go deep on a whole bunch of topics from the Traffic Secrets book. And so I want to share those with you guys over the next couple of weeks. So that's kind of the game plan. If you want, I would highly recommend getting the Traffic Secrets book and reading along as we go through the next eight episodes or so because I'm going to be going deep into each of the sections and the chapters and talking about all the principles, all the things you guys got to do to get more traffic into your funnels. So I hope you enjoy the next few weeks, hope you enjoy the Traffic Secrets episodes. If you guys want more info about traffic, of course go get the book. On top of that we also have a Traffic Secrets podcast. These episodes are from that podcast. So hopefully you get addicted and make you want to go subscribe to that podcast as well. Thanks again you guys. I appreciate you for listening and I hope you enjoy the next eight episodes. What's up everybody this is Russell. Welcome back to we're at day number three. Day number three of the Traffic Secret series. I'm going live every single day for the next, I don't know, we're in quarantine. Well as long as we want, as long as you're having fun, we'll keep doing this. So if you are having fun, please let me know down in the comments, be like, this is fun, Russell. We should do this more often. Or if you're like, I have better things to do with my day than sit in quarantine and listen to Russell talk about traffic. Well let me know in the comments down below if you're having fun because so far I'm enjoying this and I'm not going to lie, it gives me a little bit of break from all the other distresses of all the stuff we do. So I'm enjoying it. And hopefully you guys are having some fun as well. As you guys know, oh, let me pull this over here so you can see inside the screen. We are on day number two, actually it has been in 26 minutes it'll have been 24 hours that the book Funnel has been live. And why do you guys, since you're all my marketing nerds who like to hang out and talk marketing with me, The Funnel is doing insanely well. We are just shy of 10,000 copies. So I was trying to get 10,000 copies in the first 24 hours. It'll probably be 25 maybe 26 hours before we hit it. But that's still pretty dang good. To put that in perspective, the average New York Times bestselling book only sells 10,000 copies the first week. So we are 10,000 copies in less than 24 hours which means this must be a book you guys are interested in. It must be a topic you are interested in. It's probably the most timely thing ever. It's interesting when I started this project two years ago, not knowing when this was going to go live, not knowing the circumstances. And now with, depending on if you're watching this live or later, we are in day two or three of quarantine here. The coronavirus is just crazy and businesses are freaking out and people are struggling. And a lot of companies are shutting their doors. And right now the thing I think that people need more than anything is traffic, it's people. How do you get your dream customers, the right people to come to your door so you can help them and you can serve them. And so that's what this whole book's about. So my goal is hopefully you guys all get a copy. Again, these don't ship until May 5th but the audio books are there now. In fact 36% of you guys are buying the audio books. So thank you for that but it gives you a chance to go and start listening to it immediately. But then I'm going live free here and I'm just going to basically share stuff in the book. So if you want to see some of the old episodes on Facebook, they are there. Other places, YouTube we got them there as well. But basically I'm going through the book and talking about it. So today I'm going to dive back in. You guys want some more insights from the book that will hopefully help you out in whatever part of the journey you're in right now? Hopefully you do. And as you're reading this, you're like, all right, fine Russell, you pushed me over the edge. I'm finally ready to get the book you've been talking about for two years, just go to trafficsecrets.com, you'll see The Funnel. And I would recommend going through the funnel slow. This is the highest converting funnel I've ever done. And I've been doing this game for 15 years now. So this was 15 years of like me testing and trying a bunch of things. And this is the, I talked about funnel hacking. I said, you can go through, get all the arrows in the back, try to figure your way out or see where people where they're at today in their model. So right now this is where my funnel is at and it's killing it. Excuse me. We're averaging 80, almost $80 for every free book we give away inside the funnel. So it's working, it's good. Anyway, so that's the game plan. You guys ready to jump into this so we have some fun? I love it. All right, okay. I'm going to go. So here we go. I'm going to open up the box set. Some of you guys yesterday on the live everyone's was like, where did I get the box set? And I'm like the only way you can see the box set is an upsell. So you've got to buy the book and then the upsell is like, hey, do you want all the books? All new hardbound copies and the workbook and everything. So that's the only way to get it is after you go to chaptersecrets.com and get your free copy of the book. I think it's $10 shipping handling US for the hard bound. And then it's like 19.85 I think international. And these will be shipping May 5th. This is a pre-launch, May 5th these will start shipping but the audio books that I recorded myself in a studio for three days are available beginning today. And yeah, so there you go. Plus all the other bonuses, there's five insane bonuses you guys get with the book as well. Usually they sell each of those for 97 bucks as a standalone product. You get them for free when you buy the book for free. So if you like free then you should get a copy of the book. All right, with that said, I'm going to go in here. So the first day I talked about, I just read some stuff from the intro which was all about basically a storm coming, which is interesting now that we're in like the middle of the storm. But there's a storm coming, traffic shifting everything's different and you got prepared. I was lucky enough and blessed enough when I started learning traffic it wasn't when Facebook Ads were here. And I was trying to figure out how to run Facebook Ads. I was learning this stuff before Facebook, before Myspace, before Friendster, I was learning how to drive traffic from some of the original OGs of direct response marketing. I was learning direct mail, radio, postcards, things like that. And as you apply these principles to the internet, it's really, really powerful. So if Facebook shuts down, or your ads account is banned or Google changes, this book is like, here's how to have a stable foundation to get traffic even in those times. I've been lucky to now have been doing this for 15 years. And I've been through a couple of market grows, a couple market crashes and I've seen networks come and go, Google Slaps, Facebook Snaps, a whole bunch of stuff. What is interesting is that we've not only survived in the times, we've thrived is because of the foundational principles you're going to learn here inside of Traffic Secrets. So talking about a storm coming. That struggle in chapter one, your dream customer. Shared some cool stories from this yesterday. I'm not going to go back into it but the whole key is becoming obsessed with your dream customer and the better you understand them, you understand what are they doing to move towards pleasure away from pain. It makes it so much easier to find them. So today we're what we're going to talk about are two things called the searcher and the scroller. When you have your book, if you go to page 25, as I start talking about these concepts of the searcher and the scroller, I think I got some doodles in here. Yeah, I got some doodles in here. So for those who are like me, like the doodles, there is the searcher and there's the scroller. Now it's important to understands a lot of people think that traffic is just traffic. Oh, I just need to figure how to get more traffic. And so that's kind of all they're looking for. But you got to understand that people's habits are different. And so there's a searcher and there's the scroller. And what's interesting if you look at how business started back in the early 1800s, when did people buy something? They had a need for it. So like, oh, I need a hammer. They would jump in the car, drive to the grocery store and they would go buy a hammer. They're searching for something. Now, when you're searching, you know what you're looking for. I need this thing to solve this problem, this thing. And so you're searching for it and you go look for it and you buy it and you come back. And for a long time, that's how business happened. Back in the early 1800s, early 1900s was a hundred percent of commerce happened through searching. Someone needed something and they went in search for it. The yellow pages came, they searched through yellow pages, find the business that had the thing they needed. Oh I need a plumber, find the person, they'd search for him and they can go and get him. So what was nice for consumers is I could go search, I could find things I wanted. But as a business owner it was tough because I couldn't go and get people's attention. And so if you look at, and I share some of the timelines, like the first time the interruption, excuse me. So yeah, I'll go in that second, but searching is the first thing. And then, but again, searching is good because you can go find and find exactly what you want, that's the pros of it. And I think I've listed the pros and cons. Yeah, the pros for search is that when people come to you, they're hot. That's the thing, like I'm looking for a plumber, they call you, I need a plumber. Sweet, I'm a plumber I'm coming right over. Or I need a hammer. It's like they're hot, they're looking for it. That's the pros of search. The cons is you can't stimulate that. You can't stimulate search and make you all of a sudden come search for me. And so that was kind of the cons of it. And so it was hard to really grow and scale company because you sit there waiting for people to search for you, waiting for somebody to get a desire. Then fast forward to 1927. So 1927 is when TVs were invented. And 15 years later on July 1st, 1942, it was during the Brooklyn Dodgers Philadelphia Phillies game at Ebbets Field it was the first ever TV commercial aired. So what happened? Think like this, people were sitting there, they're watching TV, in their homes, they're being entertained, they're enjoying, they're interested in baseball or watching baseball. And then in the middle of that boom, they're interrupted with an ad. And then the ad was for Bulova Watches and Bulova. And think about before this, if Bulova wanted to sell a watch, what did they have to do? They'd wait for someone who's like, I need a watch and they'd go search for a watch. They're waiting, I hope business comes because they had to wait. That was the first TV commercial in the early 1900s. People were sort of watching TV, they're not planning. And all of a sudden in the middle of that ad they're interrupted. They're interrupted and after the interrupted then comes in the ad was, it says the ad was nine seconds long. In fact if you go to YouTube right now and search it, you can actually find it. I found it there. It is nine seconds long, it costs them $9 to run. And the ad said, America runs on Bulova time. Now obviously that was not the greatest ad in the world but it was the ad. It was the first time somebody did interruption marketing. So people watching baseball so they were interrupted and Bulova had this little window of time where they could grab someone's attention. They could build up the perceived value, what is there to sell and then they can make them an offer. And that was the very first time this interruption concept happened. And interruption marketing is powerful because it gives you, because in research marketing, people have to be looking for you. They're interested, they have a desire, they're looking for you. With interruption, you have a chance to capture their attention and then make a presentation to increase the perceived value of the thing that you're trying to sell and then you make them an offer. And in the book you hear me talk a little more about hook story offer in a day or two. I don't know when can we get there, but that's the next framework is when you interrupt somebody you got this little window of time. So I'm going to sit down here because this is my studio I'm sitting on the floor because that's what we got here when we're in quarantine. But what we understand that like this is some of the interesting stuff. And I have a friend, his name is Trevor Chapman and he's the one that kind of first made this concept light up in my head. He talks about searching versus interruption. So search marketing. Let's say for example you wanted a new home security system. So what would you do? You'd go on Amazon and type in home security system. You'd search for it. And if you found it, you're like, oh, I need a home security. So I'm looking for it. And right now you can get a pretty good home security system on Amazon for like 200 bucks. You pay 200 bucks, it comes to you, you install it and boom, you now have a home security system for 200 bucks because you were searching for it. And people that search typically they're bargain shoppers, looking not just in one place, they're searching five different things, they're price comparison and all these kinds of things. But when they come to you, they're hot. They're ready to buy right now. Now put that in contrast with what Trevor talks about when he talked about what he did. He ran a sales team, a door to door sales, people selling home security systems. And he said, we didn't rely on search at all. We relied on uninterrupted marketing. He said so what we do is we would go and we would go door to door and we knocked on the door and we'd interrupt someone during dinner or whatever it is, we interrupt them. And we interrupt and they opened the door and we had this little window time. The first step is to hook them, to get their attention we hook them. Right? When you pass that initial hook, then we have this window of time we can tell them a story. And the goal of the story is what? Is to increase the perceived value of the thing I'm going to sell, and at the end have a chance to make an offer. Now two minutes earlier that person was not looking for home security system but because I interrupted them, I hooked them with something that get their attention. I told them a story to increase the perceived value that I could sell the thing that I'm selling for what it's actually worth. Typically the search-based marketing you're in a comparison game. It's a race to the bottom you're selling commodities and people are searching for all of their variations to find the cheapest one or the best with the highest ratings. Whereas interruption based marketing, they're not searching everywhere else in the world, you're coming to them. You're interrupting them. You make a presentation about the perceived value, what it is you're selling. And then you can sell for whatever you want. And he talked about how when he was selling security systems, someone could go on Amazon and find them for 200 bucks. But what we do, we knock on the door and interrupt them, tell our story, increase the perceived value, make them an offer and walk out the door with a $5,000 contract for a home security system. That's the power of interruption marketing, gives you the ability to find people who aren't in the moment needing it, but you created a desire in them to be able to go and sell the thing. And so what's interesting as you start looking at the online, the same trend happened throughout history. When the internet first came out, there was what type of marketing? There was search. You would go to Google and you would search for something. And it was amazing because you could rank for the keywords, you can make a bunch of money, you can buy pay-per-click ads, but you only made money on people that were actually searching for you. Everywhere else you just missed out on the opportunity. And so you lost that money but it was a really good opportunity. And then a little while later, then also in the social networks started coming out. And the social networks happened and then somewhere down the line and I have the dates in here, but somewhere down the line is when Mark Zuckerberg introduced the Facebook Ads platform, which was the very first real big play of interruption marketing. Someone would come on Facebook and they're hanging out with their friends, they're talking, they're being entertained. And then an ad would come in to interrupt them for a second. So you're strolling through the ads, awesome boom, your ad comes. And if you do it right, this is like the knock on the door for the door to door sales person. You knock on the door, it interrupts them for a second. Just long enough, you got their attention. You hook them and then it opens up this little window for you where you can now tell them your story. And the goal of your story is to increase the perceived value of what you're going to sell them. And then you make them an offer, hook, story offer. And that's the power of interruption marketing is it gives you that little window of time where instead of like waiting for you to be like hey, I hope someone searched for cat food today because I'm selling cat food. Instead of waiting and waiting, we have to say, okay, who's interested in cats. Let me go find those people. Let me try to interrupt them. And we go knock on their door. Let me go through all these hooks and try to grab their attention just for long enough so I can explain to them why my cat food is so much better. My cat medicine or my cat whatever cat thing you sell. Tell them your story, increase the perceived value which is selling themselves what it’s actually worth. Then you're not going out there and they're fighting and they're comparing your cat food versus 500 other people. You have the ability now to increase the perceived value, sell your thing for what it's worth. So that's search versus interruption. And if you start looking at all the different advertising networks out there and you start classifying them. So Google is a search platform, people are coming to search on it. Yahoo is a search platform. I don't even know what other ones are out there. I just use Google. But those are the search platforms. Then you got a Facebook and Instagram, these are interruption platforms. They're getting people's attention. They're categorizing people based on what they're interested in. And you really come in to interrupt those people saying, I want to end up all people interested in cats. All people interested in fitness, all people interested in business. I interrupt them and then it opens a little window for you to come in there and set a hook to get their attention, tell them a story, increase the perceived value that we have and then make an offer. And that's the magic. So then again, the first phase we talked about in this book here was you're taking your dream customers, you're identifying, you're breaking them based on people that are trying to move away from pleasure and people who are trying and move towards plain. We have different messages for both those people. They are not the same, they're different. So maybe we have different funnels, different landing pages, different ads are speaking differently to each person. The next thing is understanding, where am I going fishing? Where am I trying to find these people? If it's search based, that's okay but I'm going to speak those people differently. Those people would probably do more comparison shopping. Those people are probably looking for a deal. They're researching, they're searching for you, they find you. So if my landing pages aren't based on understanding hey, this is the mindset someone's coming to they are they're researching, you're going to struggle. Now if someone's in Instagram or Facebook, they're doing something else, I'm interrupting them. So I have something exciting, I have something cool, I have a cool background. I need something like this where they're scrolling through their feed and it's like, what is this thing? Why is Russell waving a book? Like yesterday I had my Thanos. I had these gloves on yesterday because when the videos are on Facebook and Google I want someone scrolling through to be like why does Russell got this weird glove? And they're going to stop. I hooked them just long enough to have a chance now to tell them my story, to increase the perceived value, what I'm doing and then make them an offer. Okay. By the way, BTW, those who are watching this video on Facebook, Instagram, YouTube, wherever you are, what did I just do? I hooked you right. I've been telling you a story to increase the perceived value of the offer I have for you. Some you guys are like, dang, that's in the book. That's secret number one in the book. That's awesome, I need that. So I told you the story to increase the perceived value of this thing that I'm going to offer you here in a second. Wait, Rusty you practice what you preach. Yes, I do every day. So that's what I'm doing. Now if I'm putting this out to a search audience this is going to be different. My message is not going to be me with a Thanos glove trying to interrupt him because they're already looking. They're looking for like how to get more traffic. I'm going to come to that. Hey, here's the review page. Here's five ways to get traffic, boom, boom, boom. And by the way, number one book to get traffic is this book right here which you will get it for free at trafficsecrets.com. I'm speaking to them differently. So you're categorizing people based on search versus interruption. And understanding that your ad campaigns are structured. All the things you're doing are different depending on which way people are coming into your worlds. Does that make sense? I think so many times people group traffic or advertising like just one thing. It's like, no, you guys are not understanding the intricacies of what you're doing. And so I need you to understand that if I'm speaking to somebody who is searching for someone who I'm interrupting because it's different, my ad's different. My ad on my Google ad is not me running around going crazy or lighting my book on fire. But my ad on Instagram is, my ad on Facebook is. I've got to grab your attention just long enough to open a window so you will listen to my story so I can increase the perceived value of what I have to sell and I can make you an offer. And start thinking, I guess if you're thinking in your mind like oh my gosh, I've seen this over and over again. When I go to Google, I search for stuff. What are the landing pages look like? People are successful. What do those ads look like? What are they saying? How are they speaking to me? I'm speaking them differently than I'm speaking to somebody who I'm interrupting. If I'm interrupting, I'm doing crazy videos, trying to capture your attention and to get you to like focus. And just long enough so I can grab you, grab your attention and tell you a story. So that's the key that we understand there. It's a little different, a little slight intricacies, little slight differences but it's the key to this whole game. Oh yeah. So Google is a search platform. YouTube is interesting because YouTube is a search, but it's also a social. So YouTube is one of my favorites and there's a whole chapter here going deep into YouTube because it's a search and it's an interruption platform. And so there's different strategies when you're inside of that which are kind of fun. Facebook, Instagram, are interruption platforms. Other search based platforms like Quora, where you're going to you're searching questions, you're answering questions. That's a search based platform. So if you start looking at where to get traffic and you start thinking through it in your mind, realize there's search based, interruption based, there's two different things. And it's important because that's some of the foundational stuff you've got to understand as you're going after dream customers. So that again, yesterday's video and today's is all just secret number one, we haven't gotten to secret number two yet. So let me come back real quick. So secret number one, I did introduction date number one yesterday or today and yesterday was who's your dream customer. And then today I talked about searcher versus scroller. You can see that in the video there. Tomorrow's video I'm going to go into secret number two, where are they hiding? So depending on if this is live with this tomorrow, if this is on YouTube or on a playlist, like there's probably a place here where you can watch the next one. But after we can go into next is where are they hiding the dream 100. Now really quick, now that I've grabbed your attention, I've told you a value increase the perceived value of this book. Hopefully now I'm hoping you want a copy of this so badly. So if you want one, guess what? Right now during pre-launch, they are free. You just got to cover the shipping handling. This is the hardbound book. I've already paid for the printing of this thing, they're not cheap to print. So I paid for the printing. They are going to be shipping out on May 5th. Right now we are in pre-launch. We've almost sold 10,000 copies the first 24 hours, which is crazy, really proud of that. Proof of these traffic things we're talking about actually work. But you can get a copy right now. trafficsecrets.com during the pre-launch. Again, we ship these May 5th, but when you're buying this, one of the order form bumps as you go through the funnel is for the audio book. The audio book is done. I spent three days in a warehouse, not a warehouse, in a studio reading this entire book. You can get the audio book immediately. And inside the audio book is actually links to a supplemental PDF that has all the doodles and stuff. So as you're listening, you can look at the doodles and make sure you understand the concepts. That's available today. You can start listening to the audio book right now. You just got to go to trafficsecrets.com, get a copy of the book. This ships May 5th and then the order form bump is the audio book so you can listen to it, which is awesome. Right now like 36% of you guys are taking the audio book. So that means that one third of you guys are ready to listen today. The rest of you is like, I'll worry about traffic in the future. But honestly, right now we're in scary times. I'm in quarantine right now, I'm sure most of you guys are in quarantine or at your house hanging out. I'm recording this on phone, on my iPad because my film crews are in quarantine everywhere. Like it's chaos right now but you got to understand the most important thing in business for all of you guys in good times and in bad is traffic. It's the people, it's you having the ability to get your message in front of people. If you're not able to do that, it makes business really hard. If you are able to do that, makes business easy. So how do you get traffic? Not just how to get any traffic, how do you get the stuff that the buyer says, the underground playbook for filling your websites and funnels with your dream customers, not just any customers, your dream customers, the ones that have money, the ones that can afford your products, can afford your services. The ones you actually want to serve. And so that's the game plan you guys, that's Traffic Secrets. Now it’s time to get yours at trafficsecrets.com. Someone said they ordered the book but never got a confirmation email. I'd look in your junk folder, email is like the least reliable thing on this planet. I hate email, I wish somebody would make something better than that. So all right. Oh, someone is asking, how much is the book? So the box of the first upsell is the box set. If you want the entire box, I won't spoil it for you, but when you go through the funnel, when you buy the Traffic Secrets book, the upsell is to get the whole box set. The box has Dotcom Secrets book, the Expert Secrets book, the Traffic Secrets, all hard bound. And these have all been updated. I added over 30,000 words to each of these books before the new hard bound versions came out. So these are all the three newest versions. And also this is the Unlock Secrets Workbook. It's a 600 page workbook that comes with it. If you want this huge box set, it is the upsell at trafficsecrets.com but you got to get the book to be able to see the offer for the whole thing. So I'd recommend getting it because it's awesome. So anyway, I appreciate you guys. Thanks so much for hanging out today while you were at home or doing your thing. And just remembered that this is not a time to hide and do nothing. This the time to serve your audience to higher level. Go live, tell your story, tell your message. Give people a message of faith and hope. Don't stop selling things, don't stop promoting. If the economy, the best thing for the economy is for us entrepreneurs to keep doing what we're doing. If we stop all commerce from happening, this is horrible for the economy. The scariest thing for me personally is not this virus, it's the economic repercussions of it. Our job as entrepreneurs is to keep doing what we're doing. If we stop, the economy will stop. And that's when it gets really, really, really scary. So yeah, keep producing you guys, keep publishing. I've been talking about this for years, and as you get deeper in Traffic Secrets book, one of the things I'm going to challenge everyone is publish every day for a year. Whether it's Facebook, Instagram platform, YouTube, I don't care. Pick a platform and continually publish every single day for a year. If you do that, you'll have no more financial troubles in a year from now but you got to be consistent and start publishing. So I'm going to publish every day. Every day I'm going to be reading parts of the books for you. Hope you guys enjoyed today. Got some ideas out of it and I'll be back tomorrow with the next chapter, secret number two we're going into you guys. So between now and then, go get your copy of the book trafficsecrets.com. And I'll see you guys all again very, very soon. Thanks everybody, appreciate you all. And will talk to you soon. Bye. Learn more about your ad choices. Visit megaphone.fm/adchoices

One weak spot could easily cause your company or your business to fail. Learn how to strengthen and fortify yourself against those weaknesses. 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. Today, I want to talk about finding your weaknesses and fortifying against them so you can be protected in all aspects of your business and your life. What's up, everybody? Hope you guys are doing awesome today. We are less than two weeks away from Funnel Hacking Live as I'm recording this. In fact, I've been on Slide Smackdown, building out millions of slides, working on presentations, working on video. There's so much that goes into this. It is crazy, but we're having a good time. And I think we'll make it to the finish line in time, as long as nothing bad happens. So there you go. Those of you who are listening in some real time, you know that right now, we're still in the middle of this whole COVID pandemic thing and there's chaos and there's anyway, there's a lot of things. And so, but as they say in show business, the show must go on. Right? And so we are doing Funnel Hacking Live. We've got, I think about 3000 people coming live to the event. We got another two or 3000 people streaming it live from home. And so yeah, the party must go on. So we're excited. But at the same time, there's a lot of nervousness that comes around it, too, right, for all the obvious reasons. And so I want to talk about just the principle that I've been thinking about and trying to practice specifically around this event with my health, but it ties into so many aspects of your life. And there's actually, there's a story in the scriptures were they talk about this war that's happening right. Then there's the, not the village, but there's the city that's trying to protect itself. Right there in the city, and you look around the city. There's like these hills and these mounds, and there's mountains kind of protecting them. There's a couple of spots in the mountain where there's, it's easier for people to get through, right? So these weak spots where it's easier for an invading army could attack because it's like, these are the spots they'd attack. And so the guy who's the general of this army is looking at, "Okay, these are the weaknesses. If someone's going to attack us, they're not going to come over the mountain, not going to... They're going to come through this path or this path. And these are the spots that we're weak. Therefore we know these are our weaknesses. We need to fortify against that." So they brought troops and armies and things around the weak spots to protect themselves. And that way, when the enemy came, they will protect themselves and protect their land, Right. So there's the story, the scriptural story with the principle, right? It's finding your weak spots and fortifying against them. And so for me right now in this season is again, I'm about to go to Funnel Hacking Live and there will be a ton of people. And if I get sick, for whatever reason, it could be really, really bad because you could do the math. How many tickets times how much money per ticket times all the, it gets, it'd be really financially bad for the company. It'd be bad because people have flights, hotels. It would just be bad all around. So I need to make sure I'm there. And so the first thing I'm asking is like what are the potential things that would keep this from happening? Right. What are the potential weaknesses that could take me out of play. Right. And so think about it, one of them is if I fly there publicly, I'm in a plane with 2000 other people. What if, when I'm sick or whatever, that's a scary thing. So I was like, :Okay, I need to figure out a different way to get there." So we decided I fly private, right. So there's one way we protect ourselves. Number two, I need to make sure my immune system's good. Right. I have not had COVID yet. And so it's like, I haven't had it yet, but I got to make sure my immune system is protected. So what does that mean? Well, okay. What are the steps I need to take? What are the vitamins? What are the things? We've had doctors coming over? You mean IV drips and all sorts of stuff to like strengthen my immunity so that I can handle it, right. I've been trying, which is hard for me. I'm trying to get more sleep and trying to not stress, I'm trying to relax, all the things that typically weaken someone's immune system, right. So I'm finding those things, I'm trying to fortify against them. Now that doesn't mean, just like the story with the army, doesn't mean the army is not going to get through and attack them. They might, right. And maybe the army breaks through and even though fortified, it gets through, right. Like I could still get sick. I could still have different issues, like a million things that could happen, but I know where the weaknesses are. Therefore I should fortify against it, right, and try to protect myself. And so that's kind of the message. And so I want to show you guys because that's true in a lot of areas of life. For example, I'm not obviously the health guy I would recommend for everyone knowing, again, the situation the world's in right now is like looking at your own health. Where are my potential weaknesses? Do I need to lose weight? Do I need to get strength? Do I need to get more vitamins. What are the things you need to personally do to like protect yourself, right? I've got to be looking at those things and how do you fortify against. For you it could be different than me, right. Everyone's got different ways and I'm not going to go, and it's too politically charged to get into it. But if you believe that the vaccine or whatever is the way to do it, then go that way. If you believe that healthy, I don't care what it is. Pick what you personally believe and then fortify yourself against it, right. Look at the stats, look at the studies and figure out what those things are and then protect yourself, right. So there I'll leave that there, because again, it's ridiculous how charged this whole topic is, but it is. So I'm not going to say one way or the other what I believe or what I think you guys should believe because I don't care. When all is said and done, I think everyone should make decisions for themselves and figure out what's best for them, their family, but then go through it and like go intense on it. Don't, anyway. So then I want to transition to business because you guys come here to learn business from me, not to learn health. So let's talk about business. So I want you to think about, in your business, like what are the same things like everyone's got the same thing, right. There's there's weaknesses that you got to fortify against. I was thinking back the very first time that I was growing my business, very first collapse that I had was because I had no, I only had one traffic source. And so when that traffic source disappeared, my business disappeared as well, right. And I went through the crash right then because I hadn't fortified. If I had been smart, I was okay, but with my business where's the choke point. What's the thing that I'm weak at. Okay. It is, I only have one traffic source. Therefore I need to go there and fix that and strengthen it and put those things around it to protect it, right. So that was the first time. The second time my business crashed is because I only had one merchant provider and that one merchant buyer decided they didn't like my business, everything got shut down. Right. And it was my choke point I hadn't fortified against. So as we started building ClickFunnels, we were very strategic. "Hey, what are all the things that could happen? Like what are the things that could make our business fall down?" And we had to be very, talk about it very openly, because a lot of times we don't want to think about these kinds of things, right, because they don't sound good. But when it was like, what if Russell gets hit by a bus? What if Todd gets hit by a bus, right? What happens if a merchant account shuts us down? What happens if our auto responders, what happens if our traffic dries up? What if Facebook's ads stop working? What if, what if and we started thinking through all these different weaknesses, right. Just like the army general is looking at, here in the mountains where people are going to attack us, right. Or me going to an event. Like these are the things that could happen to make them not happen, right. If I got sick or if these different things so you're identifying, you're being very real, right. And you're having conversations that aren't fun to have, like Russell gets hit by a bus. That's not a fun conversation to have, what do we do, right. But it's looking at those things, identifying them and then say, "Okay, how do we fortify against these weaknesses? Okay. What are the things? What are the things I need to do to make sure I'm protecting myself, right? Do I have the second merchant account in case I need it? Do I have this, looking at all different pieces and having backup plans and having things in place." Because it's crazy how fast things happen in this industry, in this business. I seen so many people who have really good businesses who've lost them quickly because they didn't fortify because they ran the whole business on Facebook ads and Facebook shut down. They run their whole business on SEO and they got slapped, right. And so it's finding what are the choke holds in your business? And they're going to be different for everyone, right? Some of you might have a key employee who just runs everything. If that person disappeared, what would you do, right? Or a partner or you, right. And so it's something that I don't know the answer to, but I want to raise the question because I would be doing you guys a disservice if I didn't bring that up. So it's not running through your head. Because I didn't think about my traffic sources and the first time I got slapped. I didn't think about my merchant count, the second time I got slapped, right. I was looking at all the positive because we're entrepreneurs, we're looking at the positive, looking at the vision, looking at the future, we're looking at the things that we think are going to be so great,. Right. And we're not looking at like, "Oh, what if this happens? What if this happens? We're optimists, right?" And so everything's always going to work out. But the reality is sometimes it doesn't and if we're prepared for it, we fortified against that, we've got backup plans. We can move, we can shift. We can make those adjustments. If you don't, that's when you get in trouble. And so I want to protect you guys. So that was the point of this podcast episode is to protect yourself. The podcast cover image I'm using this time is me sitting at my desk with a whole bunch of IVs plugged into me because I spent seven hours yesterday with IVs of every known substance, known to man going into my blood system to protect me and increase my immune system and to help me have the energy and all the different things, right. And so it's those kinds of things that we're doing. And yeah, it's funny. I actually was Instagramming yesterday as I was doing it and I got tons of messages to people like, "Are you okay? Are you dying? Are you sick? What's happening?" And I'm like, "No, this is a preventative, right." And it's funny because most of us, and this comes back to us as humans being pessimistic or optimistic. We're optimists. My dad sells insurance or he did before he retired, but he sold insurance and the insurance that they would get the biggest bonuses and rewards for was selling life insurance. And I talked to my dad about this because life insurance, you don't have to have, right. But it's the one that's like the most important. But he says it was the hardest to sell because no one wants to think about that. Oh, I'm going to live forever. I'm going to be fine. And they pushed that out so it was very, very difficult to sell life insurance, yet it's the thing that's probably the most important of all of them, right? It's easy to sell car insurance, easy to sell house insurance, things like that. But the one that's the most critical, it's hard to sell because people are all optimistic. Oh I'm going to live forever. I'm going to be healthy. You know, whatever it is. And they don't think about it. And then it hits and it's too late. So same thing's true for us as entrepreneurs. We have to be thinking about those things and putting it in perspective. So, that said, prepare yourself, prepare your health, prepare your business, prepare your life, prepare your family. Look at the things that could go wrong and start building strength holds around them. Hope this helps. Appreciate you guys. Thanks for listening. And we'll see you on the next episode of the Marketing Secrets Podcast. Bye, everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

Even for me who has done literally hundreds and hundreds of webinars, sometimes they don’t work. What are the adjustments we make to make it work better next time? 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. Today I'm going to tell you about my most recent failure, that happened yesterday. All right, everybody. So usually, on most things you have a chance to hear the highlight reel. Normally I will tell you a story about how like, "Oh, five years ago, six years ago, I did a webinar and it bombed, and now I'm amazing." But rarely do you get to hear me talk about my failures in the midst of the failures, when I'm still licking my wounds and trying to figure it all out. So, that's our mood today. I hope you guys don't mind. It's actually interesting. A lot of you have heard my story about 10X, where I did $3.2 million in 90 minutes. What a lot of you don't know is like two months prior to that, I had spoken at an event, and I had tweaked my pitch a little bit. I did the pitch in a little small audience, and it completely bombed. And you know, two and a half months later I did it at 10X and killed it. And I told the story about 10X and I killed it because that's the story that's fun to tell, but I didn't tell the story about how two months earlier, I did a webinar to a group of people and completely bombed. Or not a webinar. Like a live event. That's the thing about this game. There's always the ebbs and the flows, the ups and the downs. I've been reading a new book by Tim... Tim something. Dang it. I should know this. Tim Grover. Tim Glover. Something. Anyway, it's called Winning. He wrote one called Relentless, which was good, but Winning is way better. Talking about winning in there. He's like, "Winning is unforgiving. Winning doesn't care about you. Winning, there's ups and the downs, and it's just... " Anyway, so today, or after yesterday I'm like I feel like winning is beating me up a little bit. But it's okay, because it's how you learn. And so, but I'm just like everybody else. Like yesterday... And I did a webinar yesterday, or a podcast yesterday, so if you listen to the last podcast, you'll hear me talk a little about this. But I was excited. We bought a new company. We spent multiple eight figures on the new company, so it wasn't small, and we were doing a webinar to the customer list to sell ClickFunnels. Because the whole purpose of buying this company was to use it as a front end to hopefully people in ClickFunnels, right? And so, I'm all excited because we're going to turn these people into ClickFunnels members. It's going to be amazing. Anyway, so I do this webinar. And first off, I'm like, "Dude. Well, I'm on fire. Things are feeling good." And then I look over at the comments, because at a couple parts I played little videos. So the videos, I looked at the comments, and oh my gosh. These people, my new customers that I just spent multiple eight figures on, are not happy. They are pissed. They don't like the webinar. They don't like the beat. They think I talk too fast. They think that this is like an MLM pitch. They think all of the things. And I start reading these things by a whole bunch of people, and John on my team runs in. He's like, "The comments are going south." I'm like, "Yeah. I don't know what to do." I'm doing a webinar. The whole bunch of people, I've got to keep going. And so I get back on. I do the whole webinar. And afterwards, you know. What I was expecting to be a high six figure day, maybe seven figure day, ended up being a five figure. A low five figure day. I was like, "Oh, man. That was not good." Because I've got to pay back multiple eight figures. I needed this to convert better than it did. So at first I was just like, the initial was just like anger, and then depression. These are all in the moment, right? And then it's just like I want to be depressed. I want to go hide. I just want to quit. But then I'm like, "I can't quit. I need to pay back the loan that we took out for this company. I've got to figure this out." Right? So after being kind of bummed for a little bit, then it was like, "Okay. I've got to figure this out." So after about an hour of me moping and wanting just to quit and run and hide in a hole and everything... Because it's weird. I don't know about you guys, but there's so many emotions. I'm not sure if you saw the 10X documentary. If not, I think it's 10xdocumentary.com. We did a whole documentary on this. But I spoke at the first 10X. We had $3.2 million in sales. The next 10X was in a stadium. It was three times as big. 35,000 people. Everyone thought I was going to make a billion dollars, and I bombed at it. We have a whole documentary documenting the bomb. But the thing for me is it's hard for a couple reasons. Number one is like I always want people on my team to feel the energy of what we're doing. Right? Because the more excited they are, they're more excited about their jobs and what we're doing. And so, leading this webinar, we had 7,500 people register, and we're talking to them and getting them excited. And the day of the webinar I message them, "It's webinar day. It's going to be so much fun." Like we're pumped and excited, and the webinar is happening. And then when it doesn't happen, partially it's like, "Oh, I feel like I let all of them down. Right?" Because the 10X thing, if you watch the documentary, I felt the same way. I felt like I let all these people down. We flew all these people in, and everyone was excited to see this thing, and it didn't happen. And so, like ugh. Partially it's me licking my wounds, because I felt like I let everybody down. The second half for me is just like embarrassing. Right? I'm a performer. I'm an athlete. I'm an entrepreneur. I step up, I perform. And when I step up and don't perform, it's embarrassing. Right? One of my friends, he's a UFC fighter. He fought a big fight. He's in the top four or five. This is just like a month ago. Two or three weeks ago, actually. And he went out there and he lost in the first round. He got tapped out. And he went to Instagram instantly afterwards and posted. He's like, "I'm embarrassed." That's how I feel. It's like it's embarrassing. Just embarrassing. Even my wife. I get home, and Colette's like, "How'd it go?" And I'm like, "Uh, I just want to crawl in a hole and hide." So, I'm telling you these things for a couple reasons. Number one, I want you to know that I go through it as well. Because I'm sure you guys go through this too, right? Where you're expecting this, and then this comes in and you're frustrated or depressed or angry. All of the emotions come in, right? So I wanted to share with you, hopefully to help you just understand that even me, at this level in the game for me, I still go through that. I'm going through it right now, like in the middle of it. In the middle of being embarrassed and being frustrated. Like I didn't even want to go to the office today. I just want to sit at home and watch movies and eat ice cream. That sounds good, actually. Maybe I will do that. Just kidding. Well, I'm not completely ruling it out yet, but anyway. But then the second half is where the lesson is. Because after licking my wounds and being depressed and being embarrassed, and all the emotions that come with that, then I was like, "Well, I've got a job to do." Right? And wrestling is the same way. I lose a match, be frustrated, embarrassed, angry, all the things, and then it's like, "Well, I've got to come back and win this tournament." Or, you know. Placed third in this tournament. "I've got to come back and compete in the next tournament. I've got to come back and like... " So now it's like what are the adjustments I make? I'm like, "Okay. Well, the webinar didn't work, so I'm not going to go set out 500 replay emails, because it didn't work, and so it's not worth the effort. Right? So we're calling an audible. We're shifting that." Number two, it's like, "Okay. We misunderstood our audience." Right? The audience who I thought they were were definitely not who they were, so who is the audience? I've got to figure this out. Like Danny Kennedy 101, message to market match. My message did not match the market, right? So I've got to figure this out. In fact, when we lost ClickFunnels the first five times, it was an interesting thing. Same thing. The first five launches of ClickFunnels failed, failed, failed, failed, failed. And number six is when it hit, because I'd figured out the message to market match. What is the message that this market needs to buy the product? So I realized I had a message to market mismatch. So the first question is, who is the actual market? So we started digging through the data, and like who are they. I assumed they were this. They're not. So, who are they? And I figured that out. Okay, now what is the purpose? Why are they buying this product? Why did they come into this room? Why in this ecosystem? What's the reasoning they had? Okay, now we know that. Now the mechanism. I just talked about getting from zero to a million bucks. First off is like you've got to figure out who is it you're selling, then you start figuring out what is it you're actually selling, and then how you're selling it. The what and the how, right? And so, I know the what's ClickFunnels. It's like it has to be that. That's the whole purpose, right? So I know who now. The who, I misunderstood the who. Number two is like what? Well, I'm still selling the same what. So, the last one is how. What is the mechanism? What's the thing that we're using to sell? Right? And I thought that the webinar was going to be the thing to sell everybody. Now that I quickly figured out, okay, the webinar's not the thing. Okay, well what is the thing? How am I going to sell people this product? I'm like, well they just bought... I'm looking at what the product they just purchased, which is video creation software that helps make doodle videos and things like that, right? So it's like, okay, this is the mechanism that they bought, right? They're buying software that helps them do this, so I need to use that same mechanism to convert them. So, right now I am in the process. Within an hour of me bombing the webinar, I had hired a writer to start on this process. But now we're working on a Video Sales Letter for my OGs. We call them VSLs, for those who are newer. It's called a Video Sales Letter, VSL. And we're going to hand sketch out the VSL. So, someone comes in. They bought software that does VSLs. I'm going to have them hand sketch out a VSL. We're going to have them surveying the VSL to figure out which audience they are, and then the VSL will change on the fly, depending on who they are. So if, "This person is this market or this market or this market or this," who they are, it will speak specifically to that who, and bridge the gap on why they now need ClickFunnels. So that is the second test, and that test may bomb. I may go and spend a month trying to build this thing out, paying to hand do all the videos, all of the thing, and it may completely bomb. But that's the game, right? It's trying and failing, trying and failing. But it comes back to understanding it's the core things, right? Understanding, okay, who is the market? Right? The market to message match. Who is the market? What's the message you need to actually convert that, and keep tweaking that and change that until you figure it out. ClickFunnels, I failed five times. Five launches before we hit it. And I could have easily failed on the first or the second or the third or the fourth or the fifth, but I didn't, luckily. Thank heavens. Woo hoo. Otherwise most of you guys wouldn't even be here. And I kept working until we figured it out. Three weeks before... Or two weeks. Whatever it was. A month ago. A month before the 10X event, I tried my presentation, and I flopped. I tweaked the market to method match, tweaked those things, and then a month later, whatever it was, at 10X, boom. $3.2 million in sales. Right? So, it's our ability to look at the failures, lick our wounds quickly, and then make the adjustments that are the key to winning this game. Okay? Because man, I don't care what level you are. I don't care if you do this for 20 years, like I had. I don't care if you've done that webinar 150 times live, and you know exactly what words to say in order to get people to buy. If it fails, sometimes it does, and you've got to come back and figure out what are the adjustments. My buddy who's a UFC fighter, right? Lost in the match. He's going to come back and look at the adjustments. What are the adjustments he's got to make? I think that's where a lot of people, they fail. It's that they failed, and then they think that they're a failure, as opposed to like, "I failed. Crap. That method didn't work, but I'm stubborn, and I've got pigheadedness. I'm going to keep trying and keep trying and keep trying." And for me with ClickFunnels, six times, we got it. Gave this offer. It may even take six times. Maybe eight, maybe 10, maybe 15, maybe 30. But I have to make it work, right? And the same thing's got to be true for you. Okay? If it hasn't worked yet, all right. That's okay. Let's get back to the drawing board, and you've got to think. Did I mess up on the message? Is the market wrong? What do I got to tweak? And keep doing it until you've figured out the method that's going to work for that audience. So, anyway. I hope that helps. You guys are hearing me talk about it in the midst of the pain, as opposed to later. They always say in vulnerability, like show your scars but not your open wounds, but I've got an open wound. There it is. I just dumped some salt on it to embarrass myself in front of you guys even more, because that's how much I love you guys. But hopefully it gives you some understanding in some of the things you need to be able to lick your wounds and get back up and keep trying, because it's going to happen. It happened to me. It's going to happen to you. It's going to happen to other people. But the ones who win are the ones who are able to sit in the frustration of the moment for a moment. Because as annoying as it is, it feels good to be like, "Duh," and letting that pain just kind of writhe inside of you. You know, it's like someone stabbing you and turning the knife, twisting the knife. It's like I want to feel that pain, so I can be angry enough and frustrated enough to do the work to figure it out. Because if you're like, "Oh, I failed. Whatever. You know, win some, lose some," and keep moving on, you're not going to be successful. I want to sit in that pain for a little bit, so I can be like, "Ah, I'm so angry. I'm so embarrassed. I'm so frustrated." Like all of the things, and twisting that knife, because that's what gets you to be like, "Okay. I've got to change this. I've got to figure something out." Right? And that's what gives you the fuel you need to make the adjustments and to change, right? I mean, losing. I lose a wrestling match, that pain and that frustration, that embarrassment, those things are the things that drive me now to get back in the gym and to figure things out. And as an entrepreneur, the same thing. You bomb a campaign. All right. Let it hurt. Feel it. Okay, now you feel that? That sucks, right? Okay, now let's get back to work and let's fix this thing. And that's kind of the way you guys got to be looking at. That's the way I'm looking at it, right? The annoyance and the pain of me bombing on this thing is the fuel that I need to fix it, and I'm excited now to fix it. Still upset, still frustrated, still have that pain in my gut from failing, but that's okay. Again, that's the thing that's going to drive me through figuring it out. And we're going to figure it out. And when I figure it out I'll share it with you guys, because I have to figure it out. It's just not like, "Oh, that'd be nice." It's like, "No, I'm multiple eight figures in the hole right now in this company. We've got to figure out how to turn it around." And I will. We'll figure it out. But this is my mindset. This is how I'm doing. These are the things I'm looking at. Okay? What was the market? What did I screw up on? Right? What's the message? Where did I screw up there? Okay, what am I selling, and how am I selling it? What are the methodologies? What do I got to tweak? What do I got to change? And those things put together is how I win this game. So just remember, you guys. It's a game. Don't let it stress you out. Don't let it keep you up at nights. But realize it's a game that you're playing. If you want to win, you've got to be able to move, to adjust, and yeah. So, there you go. I appreciate you guys. Thank you for listening. If you enjoyed this episode and learned something, please share it. Let people know. That's the best thing you could do for me, is tell someone. Like, "Dude, go listen to Russell's podcast this week." Or if you hate it, then don't. That's cool, too. I get it. I'm not going to be everyone's cup of tea, as they say, which is totally fine by me. So for my people, you'll hear my voice, and hopefully this will help you. So thanks again for listening, and I'll talk to you guys all again soon. Bye, everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

Understanding funnel stacking is the key to survival in 2021 and beyond. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- Good morning, everybody. This is Russell Brunson. Welcome back to the Marketing Secrets podcast. Today is webinar day. I'm excited. Hopefully it's webinar day for you too, because webinars day, as long as you don't mess it up, it's usually payday. So, got some cool stuff to talk to you about. I'll be right back after the intro. Okay. So, heading to the office today, today is webinar day. That's a special webinar day, and I'm excited. I had a lesson that I want you to learn from this. So, how do I phrase this best? So, I just know when we first launched ClickFunnels, the way we did it was, I did a webinar, every single... Well, I told people I'd do a webinar a week for a year. But I was doing like three to five webinars a week, sometimes two or three a day for a year. And that's how we blew up ClickFunnels initially. That gave us initial momentum to get things into outer space. And then, over time we've got funnels and we do funnel stacking. Someone buys a book and they're pushing a webinar, and then from there, we take them through a whole sequence to get people to ascend and move up. And a couple of years ago I did a funnel hacking lab, I gave a presentation called, "Funnel Stacking," and talked about the importance of it and why it's like, have just a funnel, is not... Some people's business is like one funnel, that's their whole business. I'm like in the future, you got to become better at funnel stacking, which is like taking from funnel one to funnel two, to funnel three and moving them up your value ladder. And back then it was like, because this is how you make more money, but it wasn't like a necessity. And you probably heard me say before, one of my favorite Dan Kennedy quotes, he said, "Whoever can spend the most money to acquire customer wins." So, that's why funnels are so essential. When I got started back in the day, you guys heard of my story, right? I sold a potato gun DVD, and that's all I sold, and I was able to make money on that. But then Google shifted and got more expensive. And so we had to build out funnels to be able to still be profitable. And honestly, for the most part, I think most business owners over the last five or six years can have a funnel and make money and be profitable because just the funnel metrics. But something's happened over the last couple months and you may have heard of this. Our friends over at Google and our friends over at Apple and our friends at Facebook all started hating each other and fighting and battling. And because of these wars, all of our tracking and all sorts of stuff shifted, it changed. And I'm not sure if you've noticed it, we've noticed it, but the cost per acquisition or cost to acquire customers has gone up dramatically in most of the businesses and most of the funnels we have because of these new updates. And it's super annoying. But guess what? For those of you guys who are listening to me who are funnel hackers, who understand this stuff we've been talking about, is a slight annoyance that'll actually yield you more money at the end of the day because you understand these principles. Okay? So, what's going to happen is, first off, everybody who just had a funnel and that was their business, it's going to be harder for them to make money in that funnel. They're going to get closer and closer to break even, or losing money in their funnel. And a lot of people, a lot of your competition, a lot of people around you are going to be out of business. So there's number one. There's the bad news, a lot of people are going out of business. The good news is, most of your competition is going to get out of business, which means eventually at cost is probably going to drop, your ability to serve people is going to be easier. And so, those who stick through this are going to win, and it's going to be better for you in the longterm. So, that's the positive. This is the pattern that I've seen year after year, decade after decade now. This is what happens. And so, I warned you in the beginning of Traffic Secrets, I said, "There's a storm coming." We're in the eye of the storm right now, it's happening. And so, ad costs are going up, most businesses who are not sophisticated, who don't understand funnel hacking, and these principles are going to be gone. But for you guys, it's like, now's the time to start preparing, and so, what that means is, no longer is just your funnel breaking even, like going to be the thing that builds you the right business. That's step number one. Now you have to get into funnel stacking. Some of you guys, it's not the first funnel is going to be the second funnel that breaks you even. Okay? Did you hear that? It's not the first, it's the second funnel that breaks you even. Or some might be the first, the second and the third breaks you even, after that, you're profitable. The biggest companies, they could go the deepest. Now, for us who aren't VC backed, like for example, HubSpot... I think it's HubSpot. We were looking at their metrics and they go like a year or two years in the hole. So, they'll spend $2,000 to get a trial customer and they don't make any money on that person for two years, but they can do that because they've got all these VCs backing them. People like me and you, who are bootstrapping, we don't have unlimited budgets. So, we still have to break even quickly or we can't keep scaling. So the goal always initially was, break even in your first funnel. And then your second funnel is all profit. But now it's going to be going deeper because of just these new changes in how things are playing out. And so, it's important for you to do funnel stacking where it's like, hey, this may be my book funnel. And from there, I push my webinar funnel and from there it's my high ticket funnel and we're taking them through the sequence. And maybe it's like in the middle of the webinar funnels where you break even, or maybe even at the end of the webinar funnel, you're at break even or something, but you got to start figuring those metrics out and start figuring that process out. And so, that's something to think about. One thing people ask me is, "How do you track these things?" And Alex Becker actually has this really good tool now, called Hyros, H-Y-R-O-S, that we're using for our tracking. And it's probably the best thing out there right now. It's still not flawless, no one's flawless. Someday. Someday someone's going to build a flawless system. But it's been super helpful for us to be able to see the tracking from funnel to funnel and kind of see what's happening with people. But anyway, I want you guys to understand that this funnel stacking is a key. So for example, that's why I'm so excited about today's webinar day, because recently we acquired a company and I'm going to give more details, probably Funnel Hacking Live I'll first start talking about it. But we acquired a company that has a whole bunch of front end funnels. And we bought the funnels because they're so profitable. The average cart value is like, I don't know, 130, $140. So, he spent a lot of money to acquire a customer, which is why each of the funnels gets three to 500 new buyers a day, which is awesome. And my goal long-term is to get all those people into ClickFunnels. That's the whole business model. We bought this company because we're buying all their front end funnels so we can push people into ClickFunnels in the backend. Now, in the middle of those acquisitions, when these iOS, Facebook, Apple updates started happening and the cost to acquire a customer went up and all of a sudden these funnels were a 25% profit margin went down to 0% profit margin. And at first, everyone's freaked out like, "Oh, we should cancel the deal. We shouldn't do it." I'm like, "No, you don't understand, this is why we have to do the deal. This is the key." Yes, it sucks that the margin is now gone from these funnels, but the same thing, is like, we're still at break even or maybe a little bit in the hole, but we're acquiring all these customers and then we can put them into our second funnel and that's where it becomes profitable. And so, the question is, what is the second funnel? What's that look like? How is it going to work? And so that's what I'm testing today. So, what I'm doing today is, I'm doing a webinar to the entire buyer list, entire customer list of this company we bought. I think we have seven or almost 8,000 people registered. So it's going to be a big webinar day today and hopefully I don't bomb it. And it's a big payday, but who knows I could bomb. So we do a webinar, and if the webinar goes well, I take that webinar presentation and then we plug it into the back end of every one of these funnels. So, somebody buys the product, they go through the funnel hit the thank you page, thank you page will plug in the actual webinar, gets them on the webinar. And now, the first funnel stack has been completed, and it gets somebody from buying the software, getting thank you page, watch the webinar, buying ClickFunnels. And again, that becomes the first funnel stack. And so, that's the key. That's the thing I want you guys understanding is that, I think a lot of people are like, "Oh, you're going to make a ton of money off the webinar." I'm like, "Not enough money to pay back what we bought this company for." I'm only doing the webinar to be able to create the second piece in this funnel, the funnel stack, thing that's going to plug into the back of all these funnels. So now all these customers coming in every single day, we can transition them from funnel one to funnel two, which gives us profit, but then also plugs people into ClickFunnels, which is our continuity. And that's the beginning of the funnel stack. And then there's things from there, we'll take them on, but that's the key, the principle concept. Does that make sense you guys? Hope it does, because that's the key. I want you guys to understand the funnel stacking is the future. Just like we went from single products to funnel, was the last two decades. The next decade is moving from a funnel to a funnel stack. And so, that's the key. If you want more info, I think I have a book I wrote back in the day called, "Funnel Stacking." And I think I have it as an ebook now. I might mess up my domain. I think if you to funnelstacking secrets.com, there's a free ebook there that shows you my funnel stack from book to webinar to high ticket. And it shows you the email sequences, the numbers, the breakdown, and kind of a cool thing that you can use if you're trying to think through your funnel stack. But anyway, just want you guys getting that in your mindset, and we'll talk more about it, especially Funnel Hacking Live and other places, but the big key right now is, as it was products to funnels, now we're going from funnels to funnel stacking. And those who can spend the most money to acquire customer will win, and those who can't are going to lose. And so, if you want to win this game, it's time to start learning these skills and become more advanced in your marketing. So hope that helps. Thank you guys for listening. That said, it's webinar day, wish me luck. And hopefully it's a webinar day for you wherever you are listening to this. If not, schedule a webinar. It gets people on it because webinar day is payday. It's the best day of the week. Thanks guys. And I'll talk to you soon. Learn more about your ad choices. Visit megaphone.fm/adchoices

Here is a trick to increase your stick rate, increase your perceived value, give you the ability to charge more, all while making your customers stick longer. 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. For today's episode, I want to quote myself. "If you are good at something, you should turn it into software." All right, everybody, hope you guys are doing awesome. I am heading home from the office today. And there's actually a really cool mastermind group that I'm part of, that meets once a year. And they have not met in almost two years now, because of the whole COVID thing. And they're meeting right now, and I'm not able to be there. And it's breaking my heart. But I got a message from my friend, Alison Prince, who is there. And she said, "You've been being quoted three or four times." I said, "What are people saying about me? My ears are burning. Tell me, tell me." And she said that someone quoted, and she read the quote, which was basically something I said last year. The event which is Whatever you're good at, just turn that into software. And I want to give you context, because this group is some of the best personal development gurus in the world. Literally, the who's who. You would know probably 95% their names. And most of them have courses. They got products. They got podcasts. They got YouTube channels. They got all these things where their teaching their stuff. And all of them have bigger reach, bigger following, bigger list, bigger everything than I do. But the reality is, I think, for the most part, I make more money than almost all of them. Not all of them. There's a couple that I'm gaining on. But as a whole, pretty substantially, I make more money than most of them. And when they were talking about last time, I was like, "You guys are all brilliant. You have these ideas. You have these things, but you're selling it as a course. And a course is good. But, man, if you could turn that course into software, it would change everything." And like, "Oh, that doesn't work for me." And I was like, "Yes." You have to understand their art is personal development, right? My art is building funnels. And so for years, I did courses, teaching how to build funnels, and how to lay them out, and how to write copy, and how to do these things. But it wasn't through until we turned our knowledge into software that my businesses went from good to insane, right? And you think about Funnel Scripts, right? We taught people how to write copy for decades. And nobody wants to buy copywriting, so we turned it into software, and boom, Funnel Scripts is a Two Comma Club ex-award winner. Talked about building funnels, and how to do it, and the strategy. But it wasn't until we turned into software that it blew up. I've watched Garrett White recently. Garrett White, if you know, he did live events where men came out to Wake Up Warrior. And he would take them down the beach, and he'd beat them up, and he would make them tough, and turn them into men. And it's amazing, right? And he did that for five or six years doing events every single month. And then, now he stopped those. He shut them down. And now he's turning what he does into software, where you log in to software, you do the thing, you read the thing, you read the message. You listen to the app, you check the thing off, and you're doing the things. And he's transitioning it from information to information blended into software. And so for you guys, I want you think about that. In fact, let me step back. One of my very first mentors, a lot of you guys know this, is Dan Kennedy and Bill Glazer were my first two big mentors. And in their company, Magnetic Marketing, they have a newsletter where they sell access to the monthly newsletter, right? And one of the things that Bill used to always talk to me about is he's like, "You have to have in any kind of continuity, you got to build in pain of disconnect." Meaning, it gets harder for somebody to leave, right? And he said, "The biggest problem in their business was there was no pain of disconnect." People were buying the newsletter, which was great, and it's great recurring income stream. But if something happened, right? Their credit card failed, some bills happen, whatever. First thing to go is info, right? This has been helpful, but I don't have to have this membership. I don't have to have this newsletter. I don't have to have these things for whatever reason. So they're able to cancel them really quickly and very easily, because there's no pain of disconnect. Whereas, ClickFunnels right now, when someone gets an account to ClickFunnels, and set up their site, they set up their funnel, and things are happening in their thing. They have their email list, and they've got things happening. If things shift, and things get hard, and things happen, the last thing they're going to cut is ClickFunnels because the pain of disconnect is so high. They stop paying their bill to ClickFunnels, their business falls apart, right? I remember in the continuity business, when we were doing membership sites and stuff, people would go three, or four, or five months, stop paying. We've been hounding him, trying to get him to pay things like that. Whereas, ClickFunnels is opposite, right? Someone stops paying, sites go down. And within five minutes, they're calling us like, "Oh, here's my credit card. Let me update it." Right? It just shifts the thing, because the pain of disconnect is so high. And so, the problem traditionally with information products, or coaching, or things like that is that there's no pain of disconnect, right? People have it, they can cancel it. And it's simple to do because there's no pain of disconnect. But as soon as you take your course, right? And you turn it into software. Now someone's logging in, they're going in, they're filling out things or taking notes. They've got things they're building up. Now all these things are there. They're stored in the spot. And if they were to cancel, they lose all this information, right? And so, how do you turn your knowledge, the things you're good at into software? I just want you guys thinking about that. We've done it a couple of times this year. One of them recently, and the site's not live yet. It maybe live by the time you guys hear this. But if you go to braindump.com, we have a process that we use to brain dump, and get the ideas out of our head. And we taught it to people. I showed them how to use it in Trello. I showed people how to do it in different ways, to do in Google Docs. And this is how we brain dump our ideas to write a book, or create a course, or do different things like that. And it was good. Some people paid for us, most people wouldn't, because it was like, "How would I pay you to show me how to brain dump my ideas?" And so, we took this idea, this skill set, this knowledge we have, we turned into software. And the software now allows you to brain dump stuff. And what's cool about it is, number one, it makes the process so much simpler, so much easier. I can just give it to people. They can do it very fast, very easily, which is exciting. That's number one. My number two, is now there's a pain of disconnect. If you spend a week, or a month, or year brain dumping your ideas into our software, you don't want to cancel, because if you do, you lose all the stuff you've brain dumped, right? You lose all your notes, your ideas, all that stuff disappears with you. And so, the pain of disconnect is very, very high. Whereas, if you bought a training course, let's say, you're paying 30 bucks a month to go through my course in how to brain dump your ideas. After month number one, I get the gist, right? I already listened to it or I don't need it any more, whatever. It is easy to cancel. Whereas, the software, now you're part of it, you're probably going to use it forever, right? And so, just want you thinking through those things, right? How do you take what you know, and turn into software? When you do that, you're going to increase your valuations. Your company will be worth more. You increase your stick rates. Your stick will be longer. You increase happiness. People feel the increased perceived value, software feels more expensive than courses, and about a million other things. So anyway, I thought it was cool because they quoted me today during the mastermind meeting. And I wanted to share the quote with you guys, since I'm not able to hang out with all my friends who are super cool. And literally, these people that are changing the world, and I can't be there with them, which is too bad. But at least, I'm doing something cool here as well. So anyway, I don't want to complain about not being there. I stood back for a very important and very cool reason, so no stress. But hopefully, that helps you guys. With that said, I'm home, I'm going to play with my kids, which is the number one reason why I was not able to go. I'm going to go have some fun with them. So appreciate you guys. Thanks so much for listening. And go figure out how to turn your ideas into actual software. Thanks so much everybody. And we'll talk soon. Learn more about your ad choices. Visit megaphone.fm/adchoices