The Russell Brunson Show

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

Weird Gucci shoes pic got me 120K views. What I learned and what I would do differently next time. 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 Secret Podcast. Today, I want to talk about the concept of capitalizing on momentum. All right, so I had a really unique experience. Some of you guys know that by default I wear a t-shirt and jeans almost every day, but then for Funnel Hacking Live I used to try to dress up. And so I'd buy my own clothes and I didn't know how to buy clothes and so I would just... Anyway, looking back now, it's embarrassing looking at what I thought was nice. But I feel like the third or fourth Funnel Hacking Lives, one of my friends, Bart Miller, was like, "Hey, can I dress you because you're embarrassing yourself and everybody else?" And I was like, "Okay." And so he started dressing me, and it's been a fun experience. I'm not comfortable with most things he tries to put me in like suit jackets and all sorts of fancy things. But I've got my spot where I'm like, "Okay, here's Russell dressed up. I'm wearing nice jeans. I'm wearing a shirt. I'm not tucking it in though." The shirt may have cuff links because those are cool. I'm probably even in the cool watch. That's cool. And probably some cool shoes. But that's about the extent of where I'm going to go. And so once a year we go shopping and we buy a bunch of cool stuff. I wear it at Funnel Hacking Live and then I wear it every time I'm on stage for the rest of the year. And then usually, by the time it's been a year, those clothes have been worn out and then I go buy new clothes. And so that's how I run my fashion. The Russell Brunson fashion happens that way. So, anyway, it's funny. But I had a really cool experience this time. Again, every time we're shopping, I'm way out of my comfort zone. I don't know what half these things are. I didn't know what Gucci was. I didn't know, you know what I mean? I don't know anything about brands or fashion or anything. I remember the first time we walked into a Gucci Store five years ago, I was like, "No, I'll never wear something like this ever in infinity years." The shoes have bugs on them and fur and weird stuff, and I was like, "Yeah." But anyway, last time, two years ago I went into Gucci and they're these cool looking tennis shoes that were ClickFunnels colors. I was like, "Sweet. We'll get those. I mean, I can wear tennis shoes that look like ClickFunnels." And they were awesome. And so I've broadened my horizon to some of the weird brands that are out there. Anyway, so this year, we went back into the Gucci store and, again, they had a couple of cool not weird shoes that were in between. I'm like, "Okay, these are cool." And there are these one pair, they were sneakers. And they were weird colors like blue and yellow. And so they had me trying them on. I got one of my size, but one on each foot. I put the yellow or the blue on the right foot and the other one on the left foot. And I'm sitting looking at them, I'm like, "I have no idea if these shoes are cool or lame or whatever." And instinctively, I grabbed my phone and I took a picture just to send it to my wife Collette who was shopping somewhere else. I was like, "Are these cool or are these lame. I don't even know." So I sent it to her, and then at the same time, I was like, "I'm going to post this on Instagram." So I posted it on Instagram, and on Instagram you can do like a voting thing. So I put it an Instagram and I was like, "Yellow or blue? Just vote whatever it is." So I post that, and then I go back, put the shoes away, and we go continue shopping. Anyway, so there's the backstory, in case you guys were thinking Russell's spending infinity dollars at Gucci every single day. That's not the reality. The reality is, it's still weird to me and I just happened to be trying these shoes on, posted a picture, and had people vote. So, that's the story. Then, two hours later, I open Instagram and I open the thing where it shows you the score of people voting. And at the time, 70,000 had voted or had seen the thing. And I was like, "What?" I've never had 70,000 people view one of my stories. That was in two hours. And then I looked down and it had 10,000 had voted, or whatever it was. And it kept going, kept going, and by the time the 24 hour window had gone and it disappears from my Stories 120,000 people had seen it. I think 35,000 people had voted on it. And it was crazy. So, that happened, and after it happened, and again I still don't exactly how it happened, I have some ideas and things, but for some reason, the Instagram algorithm is like, "This is getting a high percentage of votes. Therefore, it's good. Therefore, we should show it to everybody that Russell knows. Plus, we should probably post it on the search feed and other places like that." Anyway, it blew up. And then what's crazy is, I get this huge momentum surge and then stupid Russell doesn't even think and then my next couple Insta Stories are me eating food or doing stupid things and that was it. And then, again, I'm not even paying attention, and then the next day come back and I look and, again, 120,000 views, 30,000 votes. And I was like, "Man, that is crazy that happened. I still don't know how it happened." And then I looked at my next Story, and my next Story had 60,000 views on it. The next one had 40,000, then 30,000. And the ones that had 60,000, 40,000, 30,000 were me doing stupid things that didn't even matter and I missed the momentum. I should've been like, "Hey, by the way, I'm going to be wearing one of these pair of shoes at Funnel Hacking Live. Swipe up to get your ticket." Or it could have been like, "Hey, if you want to learn how to afford Gucci shoes, go buy my book," or something to capitalize on the momentum, and I didn't I missed it, And I missed the window. Now, this is obviously a dumb, dorky example of a fluke thing where I posted and Insta Story, got a bunch of viewers for whatever reason, I had attention for literally 24 hours, and then it was gone after that. The next day, I tried to post something and my views went back down to, normally, I get, I don't know, 10,000 to 15,000 people to view a Story. So it dropped back to normal and I was like, "Ah, I missed my window." I had momentum, I could have had this amazing opportunity, and I lost out on it. So anyway, that's the context, but the lesson I want to teach you guys is just, there's times in our life where we get momentum, and it could be in sports, it could be in a relationship, it could be in business, you do something and something goes viral or something hits or you speak on stages and the big happens or you launch a podcast and tons of downloads or something, you do something, and it gets momentum. And I think so many times, we get so excited by the momentum that we don't try to capitalize on it. And it's actually capitalizing on the momentum is where you make money or something good happens from it. I know that there's so many times, like when ClickFunnels passed 50,000 members and we hired the Harmon Brothers to do this viral video and launched it and we did this big thing to get momentum. And we even brought in all these big influencers. We did the event and Gary V came and spoke at it. We did a bubble soccer event and got the Guinness Book of World Records thing. We did this big, huge thing, we got a whole bunch of momentum, and then we didn't capitalize on the momentum. Afterwards, we were like, "Oh, we had all these influencers there and we didn't get them to promote it. We didn't do interviews with them. We didn't do these things. We had the momentum and we didn't capitalize on it." And, looking back, oh, we probably lost literally millions of dollars sometimes because we didn't capitalize on the momentum. And so if you look at your business, there's two things when you're trying to drive traffic and create attention. There's two things you're doing. You're going to do things to create momentum, and then you've got to capitalize on that momentum. I look at a lot of influencers who are really good at creating momentum, but then they don't capitalize. Where people are really good at capitalizing on no momentum and they're just buying ads and making money that way, but there's a sweet spot where you can do things to organically create momentum and then capitalize at the same time. And it's that yin-yang of those two things. There's a sweet spot there where you can really have some big success. And so a couple of things I'd recommend from this. Number one is started thinking about, what are things I can do to create momentum? By me knowing that me posting a yellow and blue Gucci shoe and have people vote, I'm like, "Oh my gosh, people like these dorky little quizzes I didn't know about." And if the quiz turns out good, Instagram's going to reward it and I'm going to get 120,000 people to watch it. Now that I know that, guess what I'm doing? Knowing this is the way to get momentum, I'm going to start looking at things differently and how do I do things? Similarly, oh, I said that word right I think, last year, we did a video where I was telling my story and we had hired these actors to act it out and we did it and it got five million views. That created a bunch of momentum and then we didn't capitalize on it. So I'm like, "Okay, how do we do that again? We create Stories." But then, the first thing creates the momentum and the second thing comes back through and it capitalizes on the momentum. How do I structure those things? And so part of is looking at things like, what are the things you've done in the past that have created momentum? Can you do them again? What are things that other people do to create momentum? Can you model those to create the momentum? And then the second half is, as I create the momentum, be prepared now to capitalize on the momentum on the other side. And that's the other side of it. So, anyway, I wanted to share that. Hopefully, it gets the wheels in your head spinning, because I think that as you consciously start paying attention to that like, how can I create the momentum and then how can I capitalize on it? That's when you have success. You don't have success when you randomly just create momentum like I did and then you're not prepared to capitalize on it. I missed a big opportunity. But, man, if you can get those two things where you start looking at like, what are the things I can do to create momentum? What are the different levers, the things, the ideas, the things I can tweak, I can effect that, cause that? And then being prepared on the other side to capitalize on it. So hopefully, that helps you guys as you're thinking about it. Because traffic, I'm going to go buy Facebook ads. That's good. But how can I buy Facebook ads to create momentum? What are the other things I can do to create momentum? What are posts I can make that get people to share and to comment to create momentum? What are these different things? You start thinking differently and it gets really exciting. So, anyway, I hope this helps. I know that when I get excited I talk fast. This is an eight minute podcast and I probably jammed 30 minutes of stuff into it. So if you need to go back and listen on half speed, please do that. But hopefully it gets the wheels spinning of just, what are the things you can do every single day? 120,000 views off of a picture of my shoes, that would have cost me 20 grand in Instagram ads to get that same amount of views, and I didn't capitalize on it because I missed it. And so just thinking through those things and crafting them and testing things out and having fun with it. That's the game we get to play every day, guys. It's so much fun. I hope you're enjoying the game. If not, start looking at it as a game again. This is fun, this is something that should be exciting, all these crazy things. The fact that I posted that picture and got that many views is crazy, but that's part of the game. That's the fun part of the game. So I hope this helps. I hope it gets the wheels in your head spinning. With that said, thanks so much for listening and I'll talk to you guys all again soon. Bye, everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

Here are some fun things you can do to launch businesses literally overnight. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. I got a question for you. Are you currently buying dead businesses? If not, you got to listen to this episode. All right, I'm not going to lie. I'm having so much fun on some side projects, which goes against everything that I preach. If you've been in my inner circle and if you've been to my coaching programs, I always tell people, "Focus on one thing, and you've got to kill the other babies." And so I understand I'm being a total hypocrite by doing this and talking about this, but alas, my ADD-ness needed an outlet, and so this is my outlet. It was either this or go watch a show on Netflix. I'm like, "All right, I'm just going to do this instead." So listen with caution, but hopefully, it gets you as excited. So during COVID, all sorts of chaos happened. At the same time, there were a lot of really good businesses that went out of business because, honestly, the entrepreneurs who were running him don't know how to run funnels. That's literally it. And now that recently all the iOS updates and all the fighting between Apple and Facebook and stuff, the game is getting harder. And guess what? The people who are good at funnels are the ones who are winning. That's it because the people who are really good at funnels can spend more to acquire customer and everybody else. And so, if you haven't mastered the funnel game yet, you have to learn it, or else you're not going to survive. And luckily for my funnel hackers, I've been teaching and training you guys for a long time. And most of you guys are rockstars, and you get it, therefore, you're having success. But for those who aren't, they're going to be out of business soon. And it leads to a really interesting, really cool, really fun opportunity for people like us, where we can take our funnel building skills, look at cool businesses that once we're profitable, that no longer are because the market changed and they weren't able to shift, and you can come in, and you can do some really cool things with it. I want to give you guys a couple of case studies. I'm not going to tell you the details on anyone because none of them were live-live yet, but they're all close to live, and they're exciting. So there was one supplement company that I was really excited by, and I was a customer for a long time, and then they went out of business. And I started buying that supplements products because their sales video was so good. Right? It went out of business. And then the next three or four years, I kept messaging the old owner like, "Why'd you take it down?" He's like, "Ah." They had their reasons. And I was like, I" want to buy it. I want to buy it." And finally, this year, I was able to negotiate to buy the entire company for a fraction of what they spent on just the sales video back in the day. And now we're about two weeks away from relaunching that brand and that company, which is so exciting. We literally just took it, took the formulas, tweaked it a little bit, took the sales video that was good, built out a funnel, and now we've got this new asset that's literally, we just can turn ads on, and it'll print money for the rest of my life until we sell it or something. But it's exciting. Another thing is another supplement I was taking that was one of my favorite supplements, and then during COVID, it stopped coming. And I messaged the owners, and they're like, "Oh, supply chain management issues. We had to shut down." And I was like, "I love this company. I want to bring the brand back. If I help finance it, can we bring it back?" And we figured out a deal. And now I'm an owner of that company, and that's about to launch as well. And then another, there was this really cool T-shirt company that I used to love. It was so exciting. And then the other day, I went to buy a T-shirt from them, and the site was down. I was like, "What?" And so I went, and I found the site, I found the owners, and I was like, "Dude, you guys, why is the site down?" Like, "Oh, we shut it down." And so I made an offer, and I bought it for insanely low price. And we bought the entire T-shirt company, which is exciting. And that's rolling out soon, But there are millions, literally millions of deals like this out there. And somebody asked me, like, "I don't know how to find them. I don't know how to look for them." I would start opening your eyes. There are so many of these deals out there where you can take them, put a funnel on them, and boom, you're back in business. And there's tons. In fact, one of the ways I used to do this back in the day, it's been a while since I did this, but I used to go to ClickBank, and ClickBank has their marketplace. And the marketplace is interesting because they rank things based on what's selling the most. Right? So like page one, you see the number one seller, number two, number three, all the way down to 10. But what I would do is I would go to like page 99. And you go back there, and there's some amazing offers that, one time, were amazing, but for whatever reason, the person stopped driving traffic to it. They may have done a product launch. They did something, and it's just sitting there. And it's basically dead. I can't tell you how many of those old offers I would go to like, "The copy's good. The funnel's good. The product's good." I messaged the owner. I'm like, "Hey, what's happened to this product." They're like, "Oh, our Facebook account got shut down," or, "Hey, I did an initial launch, and then we just don't have any traffic." They don't have enough Facebook ads or a million different reasons why. Right? Or maybe there was an upsell and a down-sell, so Facebook ads didn't work, and so they just need an upsell. If they just applied some funnel techniques, it'd be good. Or, "Hey, we could plug a challenge funnel in front of this thing, and that's the product we sell at the back of it. And the product is great." And I'd find these things way deep, buried In ClickBank's marketplace, and message the people. And then come back to them and be like, "Hey, number one, can I buy it from you?" Which is going to be more expensive because you're going to buy the domain, the brand, all that kind of stuff. Or number two is like, "I don't want to actually buy this from you. Can I license it from you?" And then you may be like, "What's the licensing?" And it's like, "Well, basically, I'm going license to sells it. I'm going to license the product and license all the things." And a lot of times, it's really, really cheap to license at all, and then you can create your own brand out of it. And I've had literally dozens of deals like that, where I spent less than a thousand dollars to license somebody's entire business and product. I got the ebook. I got the course. I got the sales, and I got everything for a thousand bucks, and it's something they probably spent 20 grand launching five years earlier. And it's still good. It just needs to be polished. It needs to be plugged into a funnel. It needs some traffic. It needs an upsell. It needs a down-sell. It needs something, but that's it. And there are so many opportunities and deals like that out there that I think most of us are forgetting or missing. So start looking at what are the businesses out there that are struggling? What businesses have been shut down? What things did you use to buy that you no longer can buy? Could you buy the company? Could you license the product? Could you become a reseller? Could you apply your funnel knowledge to it? I've seen tons of people who got out there, taken really good products that are selling in one way. And they go and license it and then plug it into a funnel, and they own all the online distribution or the funnel distribution. Right? They find authors who are selling books on Amazon and have no funnel. And they come, and they build the funnel for them. And then they give a royalty back to the author, but then they own the thing. Right? There's so many ways to make money in this game. And so anyway, I feel like my ADD dabble a little bit in some of these fun things. And like I said, we got two supplement brands and a T-shirt brand that are all launching from my ADD-ness, which is so much fun. So I guess that's better than watching Netflix. Anyway, so I just want to show it to you guys because maybe it'll get the wheels spinning. Some of you guys who don't have businesses yet, maybe are like, "Well, I get the funnel game. I just don't have a business yet." Well, cool. There's a couple of ways to go start a business from scratch really, really inexpensively, really quickly, and in a way where you don't do all the product development, or the copy, or all these things that maybe you're not as good at. You can find those things that are already finished, that are done, that are out there. I bet you 50 buck. In fact, I know this. If you go to flippa.com, F-L-I-P-P-P-A.com, there's hundreds of websites that are for sale. Also, Shopify has an exchange. I think it's called the Shopify exchange or something. If you go to Google, type in Shopify stores for sale, it'll pull up. It's a marketplace. Tons of you will have Shopify stores that are selling them. And I literally almost bought four or five of them last weekend. I was going through them all. I'm like, "Oh, my gosh." One was like Dollar Shave Club. It was like shaving stuff. It was like really cool shaving stuff. And there's also a beard club with all these beard things. I'm like, "I don't have a beard, but how cool if I bought a beard company and a shaving company, and I owned them both?" And they were super cheap. And basically, these guys created the brand, created the logos, created the products, launched it, didn't know how to actually drive traffic or sales. And all this stuff's done. All the hard work is finished. The suppliers, the manufacturers, the logos, the design, everything is done. They just have a Shopify store, which, as you guys know, is not going to make you nearly as much money as the funnel. I was like, "I'm just going to buy the Shopify store, plug the offers into a funnel, and boom, we're off to the races. And again, these are all skillsets that you guys have been learning here inside of our community. If you've been learning at Funnel Hacking Live, which, if you don't have your tickets yet, we're like 30 days away from that. Go to funnelhackinglive.com. But there's that. Right? There's the books. Right? If you've read the dotcom secrets book, you know how to do funnels. If you go to the one funnel-a-day challenge, if you've been incorporating into our community, you're learning the skillsets. You've just got to grab something and apply it to it. And it's literally the principle is universal. Right? Any product. And there's tons of out there, and you can start plugging it in so that you can go and you can create your own courses, which is an amazing way. You can go and get stuff off of Alibaba or Shopify, or excuse me, like from China. Or you can find people who already did, who already put together the store, who did all the hard work. They just don't know how to sell it. You can grab it, structure in a funnel, and boom, it's off to the races. I literally, my team, I sent them probably 30 of the Shopify stores I wanted to buy. And all of them would have been a cool little business that could be making, I don't know. Who knows? Five, 10 grand a month, just on autopilot by us just literally taking the products, plugging them into a funnel, getting an agency to drive Facebook ads to it. And then it just sends me money every single month. How fun is that? How cool is that? Are you guys getting this? This is what I'm talking about. This is why this game is so much fun. That's why I still can't sleep at night because this funnel game is expansive. It's always growing. It's so much fun. And anyway, I hope you guys are half as excited as I am. My goal is to keep you guys excited because this game is the best game that's ever been played. And you guys have a chance to play it at a level that nobody else in the history of all time has been able to do. Back in the day, people had to buy mailing lists and postage stamps, all sorts of stuff. Where you guys can literally just get a click funnels account, throw some things up, buy some Facebook ads, and you're in the game. That's it. It's so much fun. Anyway, I'm going to go. I just wanted to bring it up to you guys while I was having fun. Thanks so much for listening. Hopefully, it gets the wheels in your head spinning. I recommend go to flippa.com, and look for what's for sale. Go to ClickBank and scroll deep in the marketplace to the forgotten offers, and go find a forgotten often there and see if you can buy it from them, or you can license it from them. Go to Google and type in Shopify stores for sale. And again, I can't remember the name, but it's like a Shopify exchange that has all these Shopify store owners or people who did the whole thing, figured it out, got all the hard work done, and couldn't figure out how to make money with it. Now they're listing it for sale, and you can buy it. So many cool ways, so many fun things you can do. I hope this helps. And that's all I got. Thanks, guys. I appreciate you all for listening. Thanks for being part of our community. Get your tickets to Funnel Hacking Live. Again, it's at funnelhackinglive.com, before we are sold out. And I'm actually spending a lot of time at Funnel Hacking Live, talking about this and these unique opportunities. I call it virtual real estate. We're going to talk about virtual real estate and how to find it, and where it's at, and what you can do with it, and a bunch of other cool things. So that's all I got. Appreciate you all. Thanks for listening and hanging out, and we'll talk to you all again soon. Bye, everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

A new way to look at the “big domino” and how it’ll help you function as an entrepreneur. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- What's up everybody, good morning. This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. Today, I want to talk about something that I know all of us entrepreneurs deal with a lot, which is pressure and noise. If you listen to Alex Charfen, if you studied him, the entrepreneur personality type, he talks a lot about how entrepreneurs, when you are able to lower pressure and noise, you can do greatness. You can change the world, but when the pressure and noise gets higher, it gets really difficult. And oftentimes it turns into chaos and into bad things. And so I talk about that during this episode, because I'm in definitely a state of increased pressure noise and I want to talk about what I'm doing to deal with it and how it's helping. So with that said, I'm going to cue up the theme song. When we come back, we're going to dive deep. All right. So sure, like most of you and every... Okay, what step you are in your entrepreneurial journey? If you are beginning, if you are growing, if you are scaling, if you are selling, if you are buying, if you were like, whatever you're doing, there are times when you have increased pressure and noise. And Alex Charfen's one of my friends, I love his stuff. He was one of our head coaches for two comma club, X coaching program for a while. And he has a whole message, he talks about entrepreneurial personality types, EPT as he calls it, people like us. and he always says, "You're not broken, you're not weird, you're just different. You're and entrepreneur and that's okay." And in his teachings, he talks a lot about just how entrepreneurs, a lot of times we think we're crazy. And like a lot of times entrepreneurs are the ones who snap and go crazy and go off the deep end and other times they're the ones who are creating the most amazing things in the world. And he talks about there's this fine line between greatness and chaos, right? And for entrepreneurs, the biggest thing you do is you have to if you can decrease the pressure noise around you, then you can succeed. But when the pressure noise goes up, that's where you typically, they crash and burn. If you think about if you've had a chance to crash and burn a business or two, you probably know it was during a season or a time of increased pressure noise, and it's hard to handle it. And that's when things happened, right? That's why it's so important to build a team and to have people around you and things help support you to decrease the pressure noise so you can succeed. So there's a little mini chunk out of Charfen's training so you guys understand kind of the context I'm talking about. But in my life over the last 30 days, has been an insane, increase in pressure noise. I can't talk about all the things, but people I love who I work with daily, or who have had health issues that I was not expecting, there's that. And then we just finished our first acquisition and we were in the middle of our second acquisition, so new companies coming in. We also have Funnel Hacking Live in 30 days. We also have a new coaching program that we are changing. We also have, I can't tell you all the things, there's a lot of stuff and it's exciting. And it's partially, it's the most exciting time of the business, right? I just have so many fun things and so many things I'm excited for it. But then on the other side, man, between all these things, I was not planning over the last 30 days the pressure and noise and things have gone up dramatically. And I don't know about you guys, but it's made it for me it's hard to sleep at night. I lay there in bed I'm so tired but I can't sleep because there's just these things happening and all the stuff and the stress and all the balls you're juggling, you don't want to drop them, right? And I'm curious, have you guys ever felt that before? And for me, the last month it's been hard to sleep. And then I come into the office and there's so many things to do that half of them I don't know where to start and there's this and there's this and there's this and all of them are on fire. And it's overwhelming sometimes. And so it's interesting because by default I want to get things done so I go and I start working, I'm trying to get task after task. But it seems like an insurmountable thing. And so earlier this week, I had a thought, and you guys have heard me talk about the big domino before, right? In every sales presentation, it's one big domino. If you can knock down that one domino, it takes care of everything else and all the other dominoes fall down. And it's true in selling, but it's true in a lot of aspects of life, right? And I started looking at all my big, huge tasks and all the things. Each to do had like 500 little sub to do's. Instead of looking at all the sub to do's, I started looking at the bigger tasks with bigger project and saying, "Okay, what's the one big domino I can do that's going to knock down all these little tasks?" There's no way I can do all of them, it's virtually impossible. What is the big domino or who is the big domino? Who is the person that's going to come that could take this off of my plate? What's been interesting is to be able to look at this differently, I've had to completely slow down, which has been hard for me because I'm like, "I'm not going to make it to the finish line if I stop." But at the same time, I'm not going to make the finish line no matter what. So, it's forced me to stop and say, "I got to find the person or the thing or whatever that's going to knock this thing down." It's made me sit there in my thoughts for a lot longer, which has been good. And I've often thought of how do I get done with the task? The thought is like, "Who is the person I can find it or what's the process or thing I need to do that gets rid of all the other tasks so I can actually make it to the finish line?" And as I've been doing that, it's been interesting because sometimes you ask better questions, you get better answers. And so that's the question I started asking. And all of a sudden the answer started coming clear and it was like, "Okay, well if I had a person for here, this would make all these things disappear." I'm like, "Well, who's the person for that? I don't know somebody." And it's like, "Okay, let's think." And sitting in your thoughts and thinking and thinking and praying and thinking and trying to figure things out. And all of a sudden it's like, "Oh, what about this person? Or how about this? Or how about this?" Or literally one of the things was a text message from a friend who was like, "Hey, there's this person you should meet." And it's like, "Oh my gosh, that person I think is the big domino is can knock down this set of things for me." And it's been interesting because this week I had a whole task list of stuff I had to get done and I had not had a chance to do my tasks yet. But I've had longer meetings, which I hate meetings. Typically, I have slow two to three hour meetings with certain people to build a relationship, to be able to hand the reins to somebody to then go and knock down the domino for me. And I can tell you Friday was the first time this happened. I remember leaving Friday and it was the first night I was just not stressed. When I left, I was like, "Oh my gosh, this might be possible." And today I did it again and it's like, "Okay, this might actually be possible." And it wasn't for me speeding up or spending more hours or doing more things. It was me stopping, stepping back and trying to figure out the big domino. So for you guys, as you are entrepreneurs and you have increased pressure noise, and you're stressing about all the things, I want to encourage you to slow down, or maybe even stop for a moment and look at those tasks differently. Not from "How in the world am I going to get get this done, where am I going to find the extra time?" But, "Who is the big domino or what is the big domino that if I can figure that out, it makes all these other ones irrelevant." And that's been the thing for me that's keeping me sane. It's getting me excited and helping me to now finally starting to see the finish line again. Like, "Oh my gosh, it's there, I can see it, it's possible, you're saying there's a chance I could actually make it to the end." And so, as I'm getting through that and again, I spent two and a half hours meeting somebody today and I'm like, "Oh my gosh, I feel better. I'm going to probably sleep tonight a little bit. I'm pumped about that." It made me think I'm going to stop for a second and just do a quick podcast for my people, because I'm sure some of you guys are in that same season. If you're not now, you will be soon. And so just remembering the big domino concept in a way that you can solve these kind of problems for yourself. So I hope that helps, I hope that was useful. I'm grateful for all you guys for listening, for subscribing, for paying attention. I'm trying to serve you at my highest level and sometimes it's overwhelming, but I feel like we're doing good work. And I feel like the fruits of this stuff that we're creating for you guys right now is going to change a lot of lives, hopefully your life. So keep your eyes out. Everything from Funnel Hacking Live until January of 20, whatever next year is, 2022, it's going to be a crazy ride. You'll see a lot of stuff happened and it's going to be, fun. So I'm pumped. I'm pumped to show you what we've been working on. That's all I got. There's the tease. All right, appreciate you all each for listening and we'll talk to you all soon. Bye, everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

The final installment of an interview reflecting on the challenges of the entrepreneurial journey and inspiring listeners to think about their own startup stories. Discussions include personal stories, the role of a good offer in creating successful funnels, and becoming the king of sales funnels. They also introduce Actionetics, discuss building anticipation and testing ideas, and express gratitude towards ClickFunnels employees.