The Russell Brunson Show

If you’re struggling in any area of your life, it’s probably because this equation is out of balance. 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 Marketing Secrets podcast. This week, I am at Lake Powell, I'm unplugged and that means I have no internet access. I've got no ability to check email or social media or anything, and all I can do is sit and think and play the water with my kids and my family. It's been really fun. But during that time, I had time to think about some things. And so I want to share with you some of my thoughts today, specifically about how much we produce and how much we consume. All right, everybody. Last year when I was at Lake Powell was the very first time I had a chance to start reading Atlas Shrugged. And to me, as you've heard me, I did a podcast with Josh Forti earlier year. There's like four or five hour-long podcast talking about Atlas Shrugged. I'm not going to get into that today, but as I was preparing for our Lake Powell trip that we do every single year with our kids, would come down here, we get a houseboat and we just have a fun time with some of our family and friends and stuff, I just kind of started craving that book again because I'd read it last time I was on this trip, and I start thinking about it. I was like, oh. I started listening to the audio book again on the drive down. And while I've been here during my free time, I'm listening to the audio book and it's been really fun to hear it a second time. It's interesting, the first time you read a book, especially a book like Atlas Shrugged, which I think it's like 15 or 1600 pages, it's a very intricate story. Ayn Rand wrote it in the 40s or 50s, and it took her, I think, 11 years to write the book. Just the John Galt speech alone took her two years to write, which is crazy. And so in a story like that, people back then... In fact, I got some photocopies of the original manuscripts. It wasn't like on a computer, it was on typewriters, like handwritten. When someone's writing something that complex and spending 11 years on it, there's a lot of things you don't catch the first time through. These storylines are so cool, and these things that are happening in conversations you missed the first time around. I was like, "Oh my gosh, this is so cool." Just been a really fun experience to go back into that book again and really enjoying it. What's interesting to me is, I don't remember where this came up and it's not specifically tied to the book, but the thought that you're reading a book and you have thoughts start popping in your head, and the thought I started thinking about it a lot was about basically our job as entrepreneurs, or people for that matter, is to make sure that we are producing more than we're consuming, right? To truly understand this, I think one of the core lessons or things you have to understand is just how money works, how people make money in this world. Money is a by-product of value, right? The more value you provide somebody or a group of people, the more money you make, right? For example, if someone is an accountant, they may make, I don't know how much accountants make, let's say a hundred grand a year, right? Just make numbers easier. They have one client and that client's paying a hundred grand a year and they're making pretty good money because they're providing value to that one client, right? But they make $100,000 a year, which depending on where you're at, that's either a lot of money or not very much money. But you take that same accountant, instead of them just being account for one client, if they say, "Man, I want to provide more value in the world," that accountant can start their own accounting company. They can, instead of one client, take on 10 or 20 or 30 clients. Maybe they need to hire some associates and hire some other accountants underneath them. Eventually they've got a business where now they're doing accounting for say a hundred people. That little accounting company might make $1 million a year. The accountant who started at might take home, four, five, $600,000 a year. He's still got the same amount of hours in the day as anybody else, but he or she figured out a way to provide more value. Instead of just doing accounting work for one person and making a hundred grand, they do it for 20 people now and they make a million. Even though they have more costs now, more risks, we've got to pay for other employees and they got to pay for these different things, because they're able to provide more value, they end up making more money. Money is a direct correlation to value. That's just a core principle that I didn't understand for a long time. It's the reason why a teacher who works in a school could be super, most talented person in the world, best teacher in the world. But if they're teaching for a classroom and they're getting paid their 50, $60,000 a year as a teacher, and they teach the kids that come through, that's all the money they're able to make because they're not finding any more value. What if that same teacher took their message and started publishing a YouTube channel and started reaching millions of people, they may go from making 50, $60,000 a year to $1 million a year teaching the same stuff, but their getting out to more people. Now instead of 100 kids a year hearing their lessons in a school, now they're getting a million people a year listening to it through a podcast or through YouTube channel, through some other means, and they're providing more value to more people, so that's how they make more money. All these things are tied together. That's one principal for everyone to understand. If you don't know, don't write it off yet. I don't make enough money. Well, how much value are you providing? You're providing to one person. Can you provide that same service to 10 people, to 20 people? The more value you provide, the more money you're going to make. The natural order of things is how it works. The thing that I was thinking about recently was just how important it is that we are providing more value. We're producing more than we're consuming. In all aspects of life. I first start thinking about it from a business standpoint where if you consume more than you produce, what happens? If you consume more than you produce, then you go into debt, and it's not good. Let's say you decided, "Oh, I make $1 million a year, I want to buy a house." But the houseboats cost $3 million. So, you go and you buy a houseboat for $3 million, you're $2 million in debt. You're consuming more than you're producing, therefore you're in trouble. If you want to have something bigger or nicer or whatever it is, you have to learn how to produce more than you consume. That's going to give you more money. In this book Atlas Shrugged, that was one of the big things it talks a lot about, was just the producers. In the book, you've read it, the society is trying to give everyone based on their needs and their wants, not so much their production. The premise of Atlas Shrugged is these producers. They need to go out, they're and producing, and eventually the producers go on strike because it's not worth it for them more because of all the government regulations and social pressures and all these things that make it where it's no longer beneficial for them to actually become producers. In the world we live in today, that's it. If you want to make money, you got to produce more. We have to create more value. If you want to save money, if you want to get nice things, you have to produce more than you can consume. That's like a universal principle. I started thinking about it, just this week since I've been sitting on the boat and eating more than I normally do. I noticed that I am consuming more than I am producing. For our bodies, what do we produce? We produce energy. We go and we work out, we run, we walk, we do things. If my production is more than my consumption, then what happens? I lose weight, right? But if I consume more than I produce, so I'm eating more calories than I'm burning, then I gain weight. As I'm watching my kids running around, it's funny because I feel like I'm active. I'm an active dad, but I watch my kids running around and they're producing so much energy and burning so much that they can eat whatever they want. They stay tiny and skinny. It's crazy because they're producing so much. As we get older, we keep consuming, we consume more and more and more, cause we've got bigger bellies and we can eat more and all these things, but we produce less. We don't exercise much. We don't run. We're not running around. When I look at my daughter, Nora, when she goes from one end of the houseboat to the other, she doesn't walk. She's sprinting the whole time. They're just producing more energy, which makes them lose more weight. Again, if you look at a weight loss or energy management, the goal, again, is to produce more than you consume. I start thinking about universal a principle that is in all aspects of life. In a relationship. I want to make sure that I am producing more value to my spouse than I'm consuming. We're in great relationship. All of us need to be focusing on that, on production, producing, producing energy for your body, producing value for the marketplace, producing happiness for your spouse, for your kids. Bad things happen when that metric gets flipped, where we start consuming more than we produce. You consume more food than energy produced, what happens? We gain a lot of weight and it gets really hard. We consume more stuff than we have money that we've produced. We've consumed more than the value we produced. What happens? We get into debt. We get upside down, we don't have any money in savings, we don't have any money to invest. because we're doing those things. In a relationship, if you are consuming more than you're producing, it's a lopsided relationship. It's not fair to anybody. This becomes a universal value, a universal thing in all aspects of our life. And the more I keep thinking about it, the more use cases I keep finding for this one thing, it's this ratio of production versus consumption. If any of you guys feel like I want to consume more, I want to eat more, cool. You should do it, but you've got to produce more energy so you can burn that way. If you want nicer stuff, you want to consume more, I want a nice house, I want a nice car, I want a nice whatever, cool, do it. That means you've got to produce enough to be able to afford it. You got to create more value, produce more value, and then it's okay. We had a conversation last night with one of the teenagers here. He asked me if I was scared when I bought my house, or something like that. We have kind of a crazy house. I said, no, because if you look at it, based on the average person buys a house and takes some 40 years to pay it off. And so while their house may cost way, way less than mine, I was able to pay my house off in two years. Maybe it's three years. Anyway, whatever it was. But it's because I was producing more. Ratio-wise, it wasn't very much. Because my, because I was producing more value, which made me more money, which now made it so that I could buy this house and it didn't seem like a lot. Just like my kids can go and they can literally sit down at dinner and eat 8,000 calories and they don't gain a stitch of weight. Where if I'm over 1800 calories in a day, I start gaining weight, because I'm only producing 1800 calories worth of energy in a day. If I'm not there, I start gaining weight really, really quickly. It all comes down to this ratio. Anyway, I know it's common sense. We know these things, but it just gave me a different way to kind of look at things because it's a universal principle in so many areas of our life. How much are we producing? How much are we consuming? If we're consuming more than we're producing, we're gaining weight, we're in debt, we're having these problems. If you're in any of these things, any area of your life where you're struggling, look at this ratio? Are you producing more than you're consuming? If so you're probably in a spot where your relationship's great or your energy and your body is great, or your bank account's great, whatever those things are. And if not, I bet you that that ratio is off and becomes a very simply now for us to look at, to diagnose and figure, okay, I want these things. I'm trying to do these things, but there's a math problem here. I am consuming more than I'm producing in this area of my life. I got to double, triple, quadruple down to produce more than I can consume when I want to, because now the ratios make sense. You can go buy a $20 million house. It doesn't matter if your productions side, if now the ratio works and it's not insane. The insanity happens the other way when you're consuming more than you're producing. There's the math problem. There's the metric. There's the thing to start thinking through. As I was thinking about it again, for myself, it just got me excited and started thinking about all the areas of my life that I'm not happy, looking specifically, this one ratio. Am I consuming more than I'm producing? If so, that's probably why I'm not happy. You probably don't have the energy. You probably don't have the money. You probably don't have the relationship because I'm consuming more than producing. There's a lens to look at the world through for all of you guys. I hope you enjoy it. It's been fun for me over the last couple days. I'm sitting here on the boat, looking at different areas of my life and realizing either I'm doing really good or really bad, and it's all coming down to this one ratio of production versus consumption. Hope you enjoy this. Thanks again, guys, I appreciate you. Hopefully you're having great summer vacations as well. Enjoy time with friends and family, and I will see you guys back here on another episode soon. Bye, everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

How to take six weeks off without stressing even a little bit. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- Russell Brunson: What's up everybody. This is Russell Brunson. Welcome back the Marketing Secrets podcast. Right now, I'm at Lake Powell. I've been on the boat, the houseboat and jet-skis, and we did a waterboard, it's a type of Flyboard where you literally feel like Ironman flying through the sky. We just got done wake surfing, our kids have been wake surfing. It's been an insane week and I'm here with my friend, John Jonas. I'll introduce you guys here in a second. And for me, it was a lot to take a week off. I had no cell phone access for a week and John hasn't worked in eight years, 12 years. Just kidding, he's basically taking six weeks off. He is the person in my life who somehow has figured out a systemized entire life. So he can just do whatever he wants whenever he wants. And so that's what we're talking about today is systemizing outsourcing and whole bunch of other stuff when we come back from the theme song. All right, so I'm back here. We're on top of the houseboat and I'm talking to John Jonas. Some of you guys know John, if not, he is the founder of onlinejobs.ph, which... Actually, do you want to tell them what it is and tell them about you? John Jonas: Yeah, thanks man. So when I was early on in my business, I just realized I needed help and finding help sucked. It was so hard. And everybody talked about outsourcing, outsourcing, outsourcing, and I tried India and it sucked. It did. Russell: The entire country. John: Well and then it's like, dude, I have nothing against the country. But outsourcing there was really hard and there's some really big cultural reasons why, and I won't get into it, whatever. And then you have Upwork, which was Elance and oDesk at the time, which is fine, except the whole system is based around 100% turnover. And as a small business owner, 100% turnover guaranteed in your business, that sucks, hiring a contract worker, that's so stinking hard. So one day I'm talking to John Brizzy, the owner of backcountry.com. And he says to me, "When you're ready to start outsourcing some of this stuff, make sure you go to the Philippines with it." And I was like, "Huh, really?" And he gave me some reasons why, and more than just like, "Oh, this is amazing," it gave me hope that maybe I'd find something different than what I had experienced before, because that was really the thing was there's so much loss of hope in outsourcing because it's just a babysitting job and people that you're outsourcing to suck and they can only do menial tasks. And so I hired this guy in the Philippines full-time, which he gave me a reference to hire someone full-time and I didn't know if I could do it. It took me two months to hire someone because I didn't know if I could keep someone busy full-time I didn't know if I could pay them I didn't know if they could do good work. It was the most liberating experience in my life. This dude's full-time job was doing anything I asked him to do. And yeah, dude, that was amazing. I taught him how to systematize this whole system that I had completely failed with on Upwork. It was Elance at the time, but I hired this guy to write articles and he wrote these articles and sent them back to me. And I was like, "Yes, I got these articles done," this was on Elance. And then I realized, "Oh, now the burden falls on me to do the rest of the work." And that's where most stuff breaks down is when it falls on you to do the rest of the work. So when I had this guy in the Philippines, I realized, "Oh no, he can write the article and then he just worked full-time for me. So I can teach him to do the posting and the headers and the resource boxes and the links and I can teach them how SEO works and he can do all the SEO." And this was like 2005. So since then, I've realized oh yeah, you can hire amazing people, programmers, designers, social media people, content writers, data entry people, lead generators, whatever it is, copywriters, you can hire a really good people. And in the Philippines, I was paying the company, this is 2005, I was paying them $750 a month they're paying him $250 a month for full-time work. So today that same person's probably going to be like $450 a month straight from you to them because of what online jobs is. Russell: Because you guys created a platform. Because prior to, so the first time I hired someone from the Philippines, there was a company I hired and they... I can't remember name of it. Agents of Value, yes. Agents of Value, yes. And I was so excited because it was like 700 bucks you get a full-time employee, which I was paying American wages prior to everyone and I was freaking out. And then yeah, like you said, you find that they're only making $250, $300. And so what John built is a really cool, I wouldn't call it a directory, it's more than that, but it's a place you go, you sign up for it, and then there's how many Filipinos are listed there right now? John: There's over a million Filipino profiles there. Yeah, so what I created was what I wanted for myself. So after a couple of years of hiring people through this agency, I went to them and they said, "Well do you want a programmer or a webmaster?" I was like, "I want a content writer." "Well do you want a programmer or a webmaster," was their response. And agencies, generally, this is how they are. They're going to three times mark up the salary and then they're going to give you the same person. They're going to go to online jobs today and try and find the person... They do, I know they do. So I created what I wanted, which was I just want to recruit some people on my own and I want to hire them and I want to pay them directly and there's no markup, so there's no salary markup. And there's no middleman telling me who I need to hire, giving me someone crappy who doesn't know anything, which is what Agents of Value did multiple times. And so now I can go and find someone, find the exact person I want. And it's crazy. I hired a programmer who was working for IBM and he's so dang good. Or I found a copywriter, actually, I hired a copywriter who wrote some ClickFunnels emails. And it's amazing what you can find on onlinejobs.ph. And the crazy thing about the Philippines, I had no idea at the time. This is why this guy's advice was so dang good. And he obviously knew, and I had no idea. So in the Philippines, there's a culture of honesty and loyalty and hard work and make people happy. So my guys in the Philippines have my credit cards, they have access to my email account, they have access to my servers. We've seen hundreds of thousands of people hire people in the Philippines and have seen very, very few people get ripped off. And almost every time when they do, it's because they tried to get the person to do some work and then not pay the person. And obviously, yeah, they're going to try and get paid. And then there's the loyalty thing. So the Philippines, their culture is loyal almost to a fault. So when you hire them, they'll never stop working for you as long as you gain their trust. So the first person I hired in 2005 still works for me today. Yeah, and he's amazing. He can do anything. When I hired him, he knew nothing. Today, he can do anything I want. So the culture makes such a difference of the Philippines versus elsewhere, especially for a small business owner. Russell: All right, so I want to tell a story and I'm not embarrassed, maybe a little bit. So you and I had a chance to go to Australia to speak at Mal Emery's event. Do you remember what year that was? John: 2012. Russell: Dang. So 2012. And for those of you who know me and know I wrote a book about the perfect webinar as my things I'm really good at closing people and selling from the stage and all that kind of stuff. So John and I fly down to Australia, we both speak on stage and you destroyed me. It was really embarrassing. I only sold a handful and John sold everybody in the room literally bought his... It was insane. But I'm telling you this because there was a story you told in there that I'm going to mess with the details, but I want you to share the story with people. Number one, they'll get to know you a little better. But number two, it's also I think a lot of you guys have probably heard me or other people talk about outsourcing and you're like, "Oh yeah," and maybe you hire someone here or there, but for you, there was something in your life that happened that made forced you to do it and then that ended up giving you the freedom that literally we've been here this week, everyone's stressing out. No one's got cell phone access and John's just having the best time ever. And you have six weeks in a row vacation time. What week are we on right now? John: Four. Week five. Russell: Week five of six and I'm like one weekend. I'm like, "Well, I'm good." So anyway, I want you to hear this story because it's powerful, but also I think I'm hoping you guys hear and realize that you don't have to wait for something tragic or scary like this to happen. But if you kind of try to force it in your mind, you can have something like this happen and give yourself freedom earlier. So with that said, here's John. John: So I've worked about 17 hours a week for the last 13, 14 years. And here's what happened. So my wife is seven months pregnant with our third child. This is 2007. We went to the doctor, he's run some tests and he says to my wife, "You have preeclampsia. And if you don't go on strict bed rest for the next three to five weeks, you're going to have a seizure and you're going to lose this baby." And to me, obviously, I was there with her and it was a shock. And on my way home from the doctor's office, I was just thinking, "I'm working full time and I have to two other kids and she has to be on strict bed rest. I'm not about to lose a baby over money." So I was thinking, "What am I going to do?" So when I get home, I sent an email to two of my guys in the Philippines. I had two guys in the Philippines at the time and I sent an email to them. And I just want you to know, as I tell you this, they had been with me for about 18 months. These were not guy. I pulled off the street. You're not going to hire someone new and this is going to work for you. It's going to take some time. But I told them, "Hey guys, here's my situation. I can't work. Here's why. I need you to take over everything I'm currently doing in my business." And so I... Everything, everything. For the next three weeks, I literally worked one hour. And that one hour... So after that day, when I got home, I sent them all the instructions I could, that one hour was just responding to their questions. And they took over my Google AdWords account and they took over my blog and they took over the marketing that I was doing. They took over the SEO that I was doing. They took over customer service. They took over everything I was currently doing. Three weeks later, my wife has the baby, this beautiful little girl Bailey, who just turned 14. And for the next two months, my wife struggled with postpartum depression. And so I just kept not working. It was a little bit more, it was one hour a week because she was allowed to get out of bed now. And so I spent three months not working basically. And it's expected to have a disaster with my business and came back to find my business had grown. And I'm not going to tell you it's because these guys were running the business. That's not the case. But the point here is that I had had the right help and my business didn't crash when I wasn't there. So from there, this is where you'll really recognize I hope what the possibilities of outsourcing are. So after these three months, I was like, "Well there's only so many times in a day you can take your kids to the golf course," and you get bored. Because that's what I was doing. I was taking my kids to the golf course twice a day. And so I started designing a business based around how far can I take this outsourcing thing? Because I had only had these guys doing menial tasks up to that point. And now I realized like, "Whoa, they're way better than I thought they were. And so can I build a business based around them doing all the work and me just being the CEO?" So I started designing this business. I'll tell you what it was. We were going to write reviews about products and post them on our website and then drive traffic to them and put affiliate links on all the reviews. So I record myself talking for 45 minutes explaining this whole thing. And I bought a domain and I sent the domain and my recording to this guy in Philippines. And again, he had been working for me for a while and he takes the domain, sets it up on my hosting account, sets up WordPress and changes the theme according as I've described and sends it back to me a couple days later and it was horrible. And I was like, "Oh crap." So I went back and described it better and better again. And we did this for about a week until we got it right. He got the website how I wanted it. It was amazing. So then he wrote the first review and it was terrible. And I was like, "Oh yeah, this outsourcing thing isn't as good as I thought it was." Russell: You're like, "No, I'll take it all to myself." For me, that's what I've been using. Like, "Well I'm done. I'm just going to myself." I give up usually at that point. John: That's not what I did. And because that's not my personality. I want to see if I can make this thing work really. So I worked with him through the review. I was like, "Okay, we've got to change this and this and this. And we've got to get more data from here. And we've got to do this." So we worked for a couple of weeks, got the review right. And I never wrote another review. So he had already done some SEO, but I start teaching him more SEO and he starts doing SEO and he starts doing some social marketing, even though social media wasn't really a thing. But we started doing Craigslist stuff. And we started doing RSS feeds and we started doing everything that I knew to do at the time, I did. Everything I knew to implement, I did. Which today all the things you know to implement would be build your funnel and start your Dream 100 and run Facebook ads to it and start doing some SEO maybe and get on a podcast or start a podcast. All these things that you know you should be doing I was doing, except I wasn't the one doing them. So that business in the first month made me about $200. Within three months, it was making three to $500 a month. Within six months, it was making a thousand dollars a month, within a year is making me 10 to $15,000 a month. And this dude in the Philippines, who, again, I told you they're super loyal and super honest, he built the whole thing. He joined the affiliate programs. He starts running Google AdWords on it. Because I taught him how to do it. He sends me a report every month. "Here's how much money we spent. Here's how much money we made. Here's what I think I can do to improve the business and make more money." And that was where I realized like, "Oh yeah, these aren't just dummies that can only do menial work. They can only follow exact instructions." No, he read between the lines so many times he figured out so much stuff. And I don't want you to think that he built this whole business for me and I didn't do anything. Because I did. I was the CEO. I knew what was going on. I knew what had to happen. But I never touched it. I don't touch WordPress. I don't write content now. Russell: So let me ask you, so I know that there's people listening right now who are thinking, "Well why doesn't the guy just make his own blog and then just do it himself? And then he'll make the 10 grand a month for himself and not have to just cut you out of it." And I've thought of that as well. I'm curious why specifically Filipinos, why that's not an issue for you. John: So yeah, because in India, that's the first question they ask. And that's our experience with outsourcing is, "Well what's your business model here?" I explained to him the business model. In the Philippines, they're not entrepreneurial. They don't want to steal your business. They don't want to steal your idea. They don't want to do it on their own. That's too risky for them. They are really job oriented and they want a job. They want a long-term stable job that they can take home and reliably take care of their family. And I've seen that so, so many times. I have people that have worked for me since 2005 and 2006 and 2008 and nine and 10. And they also work with me. Russell: Awesome, okay, my last question for you then is I think we had this conversation last year. So John's my Lake Powell buddy. And it's our third time renting house boat together, fourth time on the lake together. But anyway. Last year we had this conversation, I'm not sure if you remember it, but it was impactful to me because for me, those who know me, I'm a perfectionist, especially comes to my funnels and copy and design and everything's going to be reviewed by me because anyway, I'm super annoying that way. But our stuff does really well. And so I'm always thinking it has to be perfect to go live and get shipped out there and actually be a live thing. And last year was talking to you about it. And your philosophy is obviously different than mine. You were more, do you remember this conversation we had? And you were talking about how you're like 80% is it's fine. The extra 20% is... Do you remember this conversation at all? I'd love to get just your mindset on that because it's something I could use, but probably other people as well where it doesn't have to be 100% to make money. It's got to be close. John: So there are some things where it needs to be 100%. But most things, it's more important to get it done than to get it done perfectly. And so for me, my philosophy is ship, get it out there. So just before we left, we're driving down here and I checked my project management and saw that they had completed this big long piece of content that we had. And I said to them, "I'm not going to review this, but publish it because I'm sure it's good enough. You guys are good and publish it." And when I get back, maybe I'll review it. Maybe I won't, I don't know. Maybe the task will be gone and I'll never see it. But to me, just getting it out there and having people see it is more likely to tell you the problems with it than I am to tell the problems by reading it myself and to creating a bottleneck myself to let me give you 16 more things that I don't think are perfect. Even though you guys think it's perfect, there's three other people that have seen it, and I don't think so, but they do, which tells me maybe I'm wrong. I also don't have, and this is a personality thing, I don't have the design eye that you do and I don't care as much. I want people to see it and I want people read it and ship it, get alive. We ship software with bugs all the time because then it's live and then people will instantly tell you, "Oh, this is a problem." "Oh, okay. We'll fix it. Sweet." Russell: As opposed to figuring out all the problems, mistakes on your own. Oh man. Well I hope you guys enjoyed this episode, it's a little different, but I don't normally interview. I don't even know John, you're like the second person to ever be on my podcast besides me. But I think it's good for everyone to understand. So for those who are in some part of their business where they're trying to think of if they can use outsourcing more, join Online Jobs, and this is not a paid ad. I get nothing from this other than as long as online jobs keeps making money off of a boat buddy at Lake Powell, otherwise I've got to pay for this whole thing by myself. But there's no advertising, but let them know how Online Jobs works. Because it's different. It's not like Agents of Value. You're hiring and paying them and could you walk them through how it works and wants to get the count and how to set it all up and everything? John: Yeah, so Online Jobs is kind of like indeed.com, but for the Philippines. So you go on and you post a job and it's free to post a job. And then depending on your job, you'll get a few or hundreds of job applicants. And if you get hundreds of job applicants, that's a problem, you can't go through hundreds of applicants. That sucks. But you'll get a bunch of applicants. And then you can see the applications for free. You can do all that for free. You just can't contact anybody. You don't get anybody's contact information until you pay. And it's $69 for a month and then you get to contact as many people as you want, really. Or you can reply to everybody who sent you a job application, if you want. And then you just interview them, you're going to use their Disk profile. Russell talks about Disk profiles. And I think it's amazing. Almost everybody on there has a Disk profile and you're going to send them emails and ask them tons of questions. And here's a little bit of advice, don't do a Skype interview right off the bat. That's the first thing everyone wants to do is get on the phone with them. And that's the last thing you should be doing when you do interviews with people in the Philippines. They don't want to do it. So do that at last when you've narrowed it down to three. You can give a test task. You're completely on your own. Every application will come to your email inbox if you want. It's your Gmail inbox. They'll also be in your online jobs inbox, but then you interview them and you hire them and you pay them. And we don't take a cut of any of that. If you're interested in more, I have, very similar to Russell's one funnel away, I have the one VA away challenge. So I will walk you through the hiring process and I guarantee you'll find a great person if you go through my process at one VA way. It's my process of how I hire great people. I never think, "I don't know if I'm going to find someone good this time or not." I'm going to find someone good. I know I am because I've done it so many times. Russell: So onevaaway.com? John: onevaaway.com Russell: Awesome, all right. And I'm going to product this. So obviously I have click funnels that whole business and there's support and there's team and everything. But we started building some of these side businesses and some fun projects I was working on and all of them have customers coming in now and customer support and all these things. And I was like, "Aaaa!” and so I asked John, I'm like, "Hey, what would you do if you're me?" He's like, "Dude, you're an idiot. Of course go to Online Jobs." So we did, sent them to the count, we hired three new Filipinos, they're on a Slack channel with us and they have access to our help desk. Our help desk has all these little sub companies we're building and they're cross-training on all the different products and they're awesome. Every morning they check it on Skype, like, "Good morning, we're here." And then they check out at night like, "We're done," and they have questions asked in Slack, and then they're just cross-training all of our products. And so we'll just keep adding more products in there and they're supporting all of them and it's amazing. And we've got three right now. We'll probably have more as we start growing and stuff like that. And I'm getting really excited about bringing in more to do more tasks. Everybody can do funnels. You guys are training now on a lot of them are doing funnels, a lot of them are doing copywriting, a lot of them are doing a lot of other stuff too. So anyway, it's exciting. So go to onlinejobs.ph or onevaaway.com. And with that said, hope you guys enjoyed this episode. Get your mind thinking about outsourcing and the Philippines and a whole bunch of cool things like that. So in fact, one time you gave me... So I've done this four or five times. We build up huge scenes. At one time I had this guy named Mateo we hired from the Philippines and he built a team of like 30 writers for me, back when we were doing SEO really, really hard. We were cranking on it. Anyway, it's fun to do and fun to learn and to get to know some really, really cool people. So anyway, hope that helps you guys appreciate you all and we'll see you guys on the next episode. Bye. Learn more about your ad choices. Visit megaphone.fm/adchoices

Enjoy another round of questions and answers during a recent Marketing Secrets Live episode. Register for the next Marketing Secrets Live episode at ClubHouseWithRussell.com Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- Russell Brunson: What's up, everybody? This is Russell Brunson. Welcome back to The Marketing Secrets Show. During this episode, you're going to have a chance to listen to some of the live Q and A. And this one got really fun. We had some really cool directions and angles that we went on. I think there's something for everybody through this Q and A, so hopefully you enjoy it. On top of that, don't forget: If you want to get your question answered live, make sure you subscribe at clubhousewithrussell.com. It's clubhousewithrussell.com. Go there. Subscribe to the room. And that way, you'll be notified the next time I decide to go live, and you can jump on and get your questions answered. These questions this week were really fun. A lot of different directions. I think you guys will get a lot of value from it. So that said, we'll cue the theme song. When we get back, we'll jump directly into the questions and answers. Yhennifer: Awesome. So our first guest here is Tracy. Tracy is guiding you with tax reduction strategies! All right, Tracy. Thank you so much for being here. What question do you have for Russell? Tracy: Hi, Russell! This is Tracy Lo, and I am so inspired by your stories all the time. I've learned so much from both you from afar, and also Myron. So my question is: How do you keep all your parts moving? Do you have a strategy for keeping your mental state as well as your philanthropy and your business together? What is your strategy? Russell: Oh, that's a great question! I would say I've been lucky, because when I first started this business, it was me trying to figure things out. And I was more chaotic than I am now. Anyone on my team is laughing, because they know that it's still kind of chaos. I think from the outside, things look organized, and things like that. But it's really surrounding myself with a good team of people. People who have a similar mission, who are trying to do the same things that we're doing together. It's having a good team of people. And then a lot of it is just figuring out how to build the things into your routines that'll get you the success you're looking for. Right? So for me, I know that for the first... ah, man... seven to eight years of my entrepreneur journey, I wasn't into health. And so I gained a ton of weight. And I had a... You know? I was more lethargic. I didn't even know I was unhealthy until I decided to start getting in shape and getting back in. And all of a sudden, by getting back in shape, it increased my energy. I felt better. And I was like, "Oh, my gosh! I need to weave this, now, into my routine to make sure I don't lose it again." So it became part of my routine where these things are all tied into it. Right? And so now it's easy, because it's just part of what I do. Mentally: "Okay. How do I stay sharp?" Well, if I'm going to be successful, I get paid to think for a lot of people. So if I'm going to be successful, my mind has got to be sharp. So I got to go listen to podcasts, and read books. And putting myself in situations where I can keep sharp and keep figuring out, "What's working today? What are the things that are working the best?" And so I figure out what all those things are, and then I put them into my schedule. I say, "Okay. I need to build this into my routine where I have time to listen to podcasts, or read books, or go to things that are going to help stimulate my mind so I can stay high there." And then charities. Right? When we decided... It's funny, because I get hit. I'm sure all of you guys here, you're hit by a million people wanting to... "I want to start donating money, maybe, to charities!" And for me, it's like, "I don't want to be the person that just gives money and then forgets about it." I want to make sure the things that I'm passionate about, so... Like Village Impact, we're very passionate about that. So it was like, "Okay. How do we make this part of what we do?" And so it wasn't just like... Give them a check, and then a year later, figure it out. It was like, "Okay. If we're going to do this with them, let's be very strategic about that." So I said, "Okay. Let's..." Todd and I, when we started ClickFunnels, we said, "Okay. Let's set up where every time somebody creates a funnel inside of ClickFunnels and it gets at least 100 visitors..." So it's a live funnel. "We'll donate a dollar to Village Impact." And so we started that seven years ago. And the first year, I think our check we gave them was... I don't know, $15 grand. And then the next year, it was $30 grand. And then $60 grand. And then $100 grand. So it gets bigger and bigger, but it's now part of the mission. So I don't have to think about it, because it's built into what we're doing. And now every year at Funnel Hacking Live, I'm like, "Stu and Amy, come on stage!" And we have a big old check. You know? Now, it's six-figure checks. And they get bigger. And it's eventually going to be seven-figure checks. But it's built into what we're doing, and so I don't have to think about it again. You know? O.U.R. is the same thing. We did the big launch where we launched with the documentary, and it did well, but then it wasn't consistent. So we're building a whole platform now that'll be a consistency thing, where it's now that... This mission is always being worked on, because there's a platform, and there's someone in charge of it. There's a team member who... that becomes their sole focus. And now it's weaved into it. So it's figuring out the things that are important to you that help you achieve the goals you want, and then figuring out... How do you weave those things into your routine, or your business model, or your whatever, so that it just happens and you don't have to think about it? Because it's too hard. We have so many things we're all doing. If you have to have the mental power to think about it every time, then nothing ever happens. So that's kind of how I do it. And I hope that helps. And it's also surrounding yourself by amazing humans who help fulfill those missions as well. Tracy: Thanks so much, Russell. This is Tracy Lo, CPA, passing the mic. Thank you. Russell: Awesome! Thank you, Tracy. Appreciate it. Yhennifer: All right. Thank you for being here, Tracy. Now we're going to go on to Jermaine. Jermaine is in the real estate industry. Jermaine, what question do you have for Russell? Jermaine: Hey, Russell! Hey, everyone! I just had a quick question. I was wondering... Well, I got two questions. The first one: I didn't quite catch that book that you recommended? Russell: Was it Atlas Shrugged? Jermaine: What was that again? Russell: Atlas Shrugged. Jermaine: Yep. That's it. Russell: It's a really big book, so it takes commitment. It's insanely big. But as an entrepreneur and producer, you will love it. Especially in the real estate market. Jermaine: Okay. And I also wanted to know... while I have you... I wanted to know: Throughout all your time that you've changed the world and inspired people, what was your biggest business challenge that you had to overcome? And how did you overcome it? Russell: Oh, that's a great question! You know what's interesting, is that at every level, there's a new challenge. And so it changes. And every time when you're going through it, it seems like the biggest thing in the world. And when you look back, it's like, "Oh, that was actually really simple." But in the heat of the moment, it's hard. For the beginning part, it was just me believing that I was worth it. Right? I was the kid who struggled in school. I was never that smart. The only thing I was ever good at was wrestling. And I'm trying to start a business, and then I had a million doubts of, "I'm not worthy. I don't know how to do this. I'm not smart enough. I don't..." At the time, I didn't like to read! You know? First, it's that mental battle. I think for most entrepreneurs when they start their journey, it's the mental battle of just believing that you're worth it, that you can actually do it. And so for me, that one took a while. And then when I finally was like, "Oh, my gosh. I'm not..." I always thought I was a dumb kid growing up, because I struggled in school. So I remember having the realization after I started having success. I was like, "Oh, my gosh. I'm not dumb! I can learn things! If I'm interested in the book, I can actually read it and enjoy it!" So that was the first big hurdle for me. Right? The next one was... As I got to a point in my business that was like... It was just me, and I was juggling a million things. I was like, "Okay. How do I... I can't keep doing this. I'm going to drown eventually." So I was bringing on employees to the team. And man, I can't tell you how bad I was at that! I hired all my friends. All my friends, I just hired initially, because I was like, "Oh. They're cool. I'll hang out with them!" So I hired all my friends. It turns out my friends are morons... No, I'm just kidding! Well, kind of. Some of them were... But no, I love them all. But it was like I hired all my friends, and they didn't know what to do. And I didn't know how to teach them. So I was like... Dude, I was working while they were all goofing off in the other room. And they wanted help, but I couldn't teach them, because I was too busy trying to make money to pay them. And so it took me years to figure out, "How do you get a team and get the right people in place?" And that was the next big challenge. Right? Then it was like, "How do you actually create something that's not just an offer?" Right? That could be a long-standing business. We tried for years to figure that out. And eventually, ClickFunnels was the business that became more than just an offer for me where it was like, "Oh, my gosh. This is a platform, something that can grow bigger." And then inside of that, there has been so many challenges. How do you scale a company like that? You know? How do you scale the support? How do you go from five employees to 500 employees? There's just different challenges to every step. And so I think that there's been a lot of them. But the biggest thing I would say is that the key that I find at every tier, the thing... It took me a while to figure this out initially. And now, I've gotten better at realizing, "Oh, the pattern to solve these is always the same." It is... You can call it "funnel hacking," call it, "modeling," whatever it is... is I try to always connect to the people that are a tier above me or two tiers above me. Right? So right now, we're trying to... I literally am paying somebody who's gone here, done this. And we do a one-hour call every other week with him. He's built multiple companies, software companies, to the billion-dollar mark. And so he's been down the path. And so we get on a call. I'm like, "Okay. Here's where we're stuck. What am I going to do? What would you do?" And I'm asking questions and modeling, like, "Hey. Show me three businesses that have done what you're talking about." And he'll show me. We'll find it. And we look at it, and we reverse-engineer it. We come back and apply it. And so the key is just really figuring out... It's modeling. It's figuring out who's already done the thing you're doing. Find that person. Pay them money. Get to know them. Join their coaching. But whatever it is, get around the people who have already done the thing you're trying to do. Because for them, it's simple. Right? For us, as we're going through it, it's really, really difficult. But the person who's already done it, looking back, it's simple. For me, now, the mindset and belief of, "I can do this," is simple now. I get it. I can help somebody with that really, really easily. Whereas in the moment, it was impossible. It felt impossible. Right? Launching a software company felt like an impossible moment, and now it's super easy. So it's finding people who... The thing you're struggling with now is super easy, because they've already done it multiple times. Getting around them. Hiring them. Paying them. And learning how to think like them. Right? It's always a shift in thinking and belief. And so it's coming back and saying, "Okay. I've got to think like them. I've got to believe like them." I think a lot of times, many of us... and I see this a lot with people who hire me... they hire me, or they hire a coach, and then they try to get the coach to believe or think like they do. And I'm the opposite: I'm not coming to you to try to influence your beliefs. I'm coming to you to change my beliefs. And that's a hard thing to do. Right? Our ego gets in the way a lot of times. So it's coming and saying, "Okay. I'm a blank slate. I'm going to do whatever you say." In fact, it's funny, because inside our community, we have the... Kaelin Poulin started it with the whole hashtag, #dowhatrussellsays. And at first, I was really embarrassed by it. But now, it's so cool! Because it's like, "Yeah. If you're hiring me to be your coach, just do what I say!" If I hire a coach, I just do what they say. I literally just... In fact, I'm working on my fourth book right now. And I have a quote. One of my friends wrote this in a blog post. He was talking about his morning routine, and why he does this really weird thing. And he says in the thing, he said, "People ask me why I do this." He said, "Because Tony Robbins told me so, and I obey all giants who fly helicopters and have stage presence." And so for me, it's always been this joke: Now, when I hire a coach, whatever they say, I say, "I obey all giants who fly helicopters and have stage presence." Right? If I hire someone, I just believe them inherently, because I did the work ahead of time to see if I'm going to believe them. If I believe them, I give them my money. And I do whatever they say, and I don't deviate from that. Right? So people in my world say hashtag, "#dowhatrussellsays." For me, it's hashtag, "#dowhatstevencollinssays." That's the guy who I hired right now who is mentoring me. Whatever he says, I just do it. I don't fight. I don't question. He's been there a million times. And so I just do what all giant... You know? I obey all giants with helicopters and stage presence. I obey whoever I pay to teach me something, because they know what I don't know. And so for me, that's kind of the process: Find the hurdle. Find out who's already done it. Get that person. And then obey them, and just follow what they say to a T. So I hope that helps. Jermaine: That made perfect sense. So you basically trust yourself, and then you do what your coaches say? Russell: 100 percent. Yep! I do the work ahead of time. Before I hire the coach, I got to make sure I believe this coach is right. But if I believe they're right, then yes, I just do whatever they say. And so I see people, sometimes, blindly will sign up for coaching, or they'll hire a mentor, or whatever. And then they just kind of blindly follow the person. The person might not be right for them. But I do the homework ahead of time. And then when I know, "Okay. I'm committed. This is the person." Then I go all in, and I just put on blinders and follow them. Jermaine: Got you. I appreciate that. What was that book again? I'm going to have to write that down. Russell: Atlas Shrugged. So the way to remember it is Atlas is the god that's holding the weight of the world on his shoulders. And the premise of the book is: The producers, the entrepreneurs, people like us who are trying to... We're literally holding the weight of the world on our shoulders. Right? We're creating companies. We're creating jobs, and doing all these things. What would happen if Atlas just shrugged and walked away from his responsibilities? So the book is about that. What happens when the producers get so much pressure from government and society where it's no longer worth it to them, so they shrug, and they walk away from their responsibilities? And so that's the premise of the book, which is so fascinating. I'm actually listening to it again right now, which is fun. But it's a 1500-page book. It's intense. If you listen to the audiobook, it's eight audiobooks. That's how big it is. But man, it's worth it! Jermaine: I'm going to grab both of them right now. I've got all of your books. I've been following you for a while. My favorite one is the DotCom Secrets. Russell: Oh, very cool! Thanks, man! I appreciate that. Yhennifer: Awesome! Thank you. Jermaine: You're welcome. Yhennifer: ... Jermaine. Thank you for being here today. I'm going to reset the room really quickly. We are, right now, listening to the Marketing Secrets Live podcast. This room is actually being recorded. Make sure you follow the house at the top so that you can get a notification when Russell goes live again here. Now, we are going to give the mic to Jeff. Welcome, Jeff! He is a product launch expert, has made over $8 million from 22 launches in three years. What question do you have for Russell, Jeff? Russell: What's up, Jeff? Jeff: Hey, Russell! What's going on, buddy? Russell: Good to hear from you. Jeff: So hey, being in your inner circle for the last five years, I've had the awesome pleasure of watching all the big house marketing initiatives that you've incorporated into the funnels that you and the rest of the ClickFunnels community launched, and also at your annual Funnel Hacking Live event with Village Impact and O.U.R., as you mentioned. So what's been cool to see is the more funnels and events you launch, the more you're able to give back, which is awesome. So how are you thinking about incorporating that live launch strategy that you've been doing with, perhaps, more of an evergreen launch strategy now? With things like OFA, your quarterly Two Comma Club Live virtual event, and now the DotCom Secrets Summit that you just launched, with some of these... trying to also bring in these new live launches. I know you have Funnel Hacking Live coming up in a few months. Can you just talk about... Each month, what are you looking at in terms of evergreen versus live? Russell: Yeah. That's a good question. That's something we could talk about for a long time. You know? I think it's interesting. I watch somebody like Tony Robbins, who... He does UPW four times a year. He does Date with Destiny twice a year. And he does these things. And he's been doing it live for decades now. Three or four decades, he's been doing these events. If you go to them, they're very similar every single time. And for me, it's tough, because if I go back and I teach the same thing twice, I want to pull my hair out! You know? And I'm like, "I don't know how Tony has been so consistent for so long." And so for me, it's like there's this blend. Right? There's things that... The DotCom Secrets book came from me from a decade of me teaching these principles. I was doing events, and speaking at other people's events, and teaching these principles. And finally, I was like, "If I have to tell this story about the value ladder one more time, I'm going to kill myself." Right? So that's when I finally was like, "I'm going to write a book." So I wrote a book. And it was like, "Here it is. It's now evergreen. I can give it to people. And I don't want to talk about this thing again." Right? A similar thing happened with Expert Secrets. And you were in the inner circle, and I was... We spent three years geeking out on webinars, and conversions, and psychology, and all this kind of stuff. And I was like, "I don't ever want to talk about this again." So I turned it into a book. And I was like, "Hey, there's the blueprint!" And so I look at the online stuff through a very similar way. Right? We did the Two Comma Club Live event that first time, and then my energy was there. I was excited. It was fun. We created it. We launched it. It was amazing! But then, I was like... For me, it's like art. I didn't want to just be like, "Hey, it's done!" And walk away from it. But I didn't want to teach it again. So it's like, "Okay. How do I turn this experience into something that's now evergreen?" That we can keep the message going on. Right? So that when I'm dead and gone, my kids can keep running the ads, and keep running the event, and it'll keep producing. Because for me, all the stuff we do is art. And so I want to sustain it. So I'm always looking: Is there something I can do that I can create it, but then it'll last? It'll live beyond myself. Right? If you've read Ryan Holiday's book, The Perennial Seller... In fact, he spoke last year at Funnel Hacking Live about that book. I was like, "I want you to talk about Perennial Seller!" He was like, "I've written eight books since then!" I was like, "I know, but that's my favorite one! You've got to talk about that." But in Perennial Seller, he talks about the difference between art that lasts forever versus stuff that happens and is gone. Right? A good example is in movies. Right? Avatar, for a long time, was the greatest selling movie of all time. But if you ask someone to quote an Avatar line, there's not a person on this Earth who can remember anything from that movie. Right? It was a great seller, but then it died. Right? And so many people in our industry do a big sell, and then it dies. And it disappears. Versus you create a movie like Star Wars, where it lives beyond itself... It has legacy. It's a perennial seller. It'll continue to do well for a million years from now. Or you have TV shows. Right? You look at Seinfeld versus Friends: Friends was very much successful in the moment, but then it hasn't lived on as well as something like Seinfeld, which has lived on in perpetuity for so long. Much more of a perennial seller. And so I was always trying to create things that could be perennial sellers. And so when I do do something like that where I think it can last beyond itself, where things are strategic enough that they're not tactical, and they're going to change. Where they're strategic and we can do it, I want those things to live forever. So again, that's the Summits. That's the Two Comma Club Live, and things like that. But then we have our big hits. Right? Funnel Hacking Live, it's a big show. It's what's working now. You know? We put all this energy and this effort into it, but we know it's a one-time show. Right? And it happens. It's done. It's over. And then next year, we're going to plan a new one. And we can't evergreen Funnel Hacking Live. Right? It's a little bit different. And so it's just looking at those kind of things. You know? Sometimes, you're going to have an Avatar hit. And you should totally go and take the 100 billion dollars it makes and cash it, because that's awesome. But other things you create, you want the longevity. And so for me, that's how I'm looking at things. It's just like, "Okay. What things have longevity? What things do I want to be a perennial seller? What things do I think can last just beyond a product launch or beyond a thing?" And as soon as it's done, then it's like, "Okay. How do we morph that into something now that can last beyond the moment?" So that's kind of how I look at things in my head, how I figure things out. And then on top of that, it's just... You know? We're still kind of figuring it out. So some things, we're finding that we launch and we make the perennial version, they don't last long. They're still there. So people can find them, but they're not... The longevity is not there. We can't continue to buy ads to it. Whereas One Funnel Way, it's crazy! To this day, One Funnel Way has been running almost three years now. We fill up 1500 every two weeks to a 100 dollar, paid challenge. And it continues to convert. It continues to work. It continues to... That one is, of all the things we've done, the most perennial, and just continues to work. And I wouldn't have guessed that going into it until we tried to make the evergreen version. And it kept working. And it's like, "Oh, my gosh! This is amazing!" So yeah. I don't know if that answers the question. But kind of... That's how I think through things, and how I'm looking at stuff. Myron: Can I ask you a question about that, Russell? Russell: Yeah, Myron! I'd love to. Myron: What advertising methodologies are you using to put 1500 people in a challenge every two weeks? Because that sounds phenomenal! Russell: Yeah! A couple things: Number one is we pay 100 percent affiliate commission. So the only people who go through it refer people, and it's 100 bucks, and they get 100 percent of that 100 bucks. Number two is that I can spend 100... I can lose money. So I can spend 150, 200 dollars to sell a challenge. So I can spend a lot of money to do it, because again, 100 percent of the money goes directly back into advertising. We're not trying to make money on the challenge. As you know, all the money is in the back. And amateurs focus on the front end. So we liquidate it. 100 percent of our money goes into the ad spin. And number three, I think, is just... The message is right. For some reason, that message, it lives long. Right? The people, if it's their very first time... You look at the headline. It's like, "If you want to launch your first or your next funnel." So if it's their first one, it's like, "Oh, this is going to help me." Number two, it's like if you've launched a funnel but, "I need to go back and do this again," it gives you a chance to review it and go back through it. And I'd say the last thing is we weave that theme into all of our offers now. If you look at everything, every offer leads back to OFA. You buy all my books? OFA is in that sales flow. You do one of our challenges, it leads back to OFA. So it's weaved into everything now. So it's plugged into the back end of everything we're doing. And so no matter what somebody buys, all roads lead to the One Funnel Way challenge eventually, which is pretty cool. Myron: Wow! Russell: Yeah. And we're working on, now- Myron: Great stuff. Russell: We're working on a One Funnel Away e-commerce version of the OFA challenge next, which I'm really excited for as well. So anyway- Dan: And you do that live every two weeks? Russell: So I don't. I recorded it live once. And we have a team, now, though. So we have a team of... One person runs it, and three or four coaches. And so every week, they reset a new Facebook group. And then they're in there full-time answering questions. And then they stream. The trades that were live at one time, they stream them into the Facebook group. And all the interaction happens there. So it feels very alive. People know it's not alive, but it feels very live. It's executed live. It's not like logging the members in and watch... Day-one videos. We try to replicate the experience as close as possible. And again, it's not just like, "Go watch this video and hope for the best." Literally, they watch the video, and then there's coaches in there who are answering questions, who are getting them to do the homework, who are... Full-time, their job is in there, now. Because it's been so profitable for us, man, we left... I always tell people: One of the biggest problems that us entrepreneurs have is we create something and then we move on to the next thing. And OFA was the first thing that our group created it, and were like, "There's something magic here." And we left somebody behind. So Shane on our team, we left him behind and said, "Your job is to continue to make this better and to run it." And then he hired three or four coaches, and now there's a team of people who, full-time, all they do is make sure OFA is happening, and it's consistent, and it works. And because we left somebody behind, that's why the fulfillment continues to improve week after week, although I'm not creating new content week after week. Dan: And it converts similar with the streaming replay as it did with you doing it live? Russell: Yeah. Yeah. Dan: That's- Russell: It was easier to sell people in initially: "Yeah, go sign up for it! Go to onefunnelway.com and watch the process!" But yes- Dan: That's what I'm going to do right now. Russell: 100 percent. 100 percent. And like I said, three years, we've been running that thing. We launched initially, and then we did it live again four or five months ago just to kind of refresh the whole thing. But other than that, it's the same thing. And it runs on autopilot. Dan: And the affiliate aspect is really important, because everybody that comes in, you then say, "Hey. Do you want to make money? Did you love this challenge? Bring somebody in." And they get a commission. Can I just ask one question about that? Russell: Yeah. Let me give one clarity, and then ask the question. So the clarity is- Dan: Yeah. Russell: also right when they first come in. It's like, "You paid 100 bucks for this. Do you want this to be free? Invite a friend." It's right when they sign up. It's like, "Bring by a friend," and now it's free for them, because they just get one person to sign up, and now it's free. Dan: Okay. That... Okay. So that's my question, is: You guys have really, truly went just deep in the affiliate game. And I almost feel like, sometimes, going all-in on the affiliate game is like... I'd rather pay my customers and my clients than pay Zuckerberg. Do you know what I mean? Honestly! And so my question to you, on that, is: How do you train somebody who is a normal customer, who is not an affiliate or a traditional super affiliate, to actually refer people to you? Obviously, you have to tell them, "Hey, here's how you refer people." What's your best tip for that? Russell: Yeah. The best tip is you have to think about it differently. A lot of people are thinking about, "I'm going to make him an affiliate, and teach him about affiliate marketing!" And the average customer, they're not going to be an affiliate. Right? You look at... The people in e-com space do this really well, a lot of times, and other places, where it's... The position is not how to make a bunch of money as an affiliate. The position is, "How do you get this product for free?" Right? It's like, "Hey. You get three people to sign up for this, or..." You know? Whatever. For me, it's like, "You get one person to sign up, and now it's free." That's how you position it. And they're like, "Oh, my gosh! I can tell my brother!" And then, "I'm doing this challenge, too! I'm going to invite my friend, and I actually get paid for it?" And so you get them passing it around. They're not looking at it as a business opportunity as much as, "How do you get the thing you just bought for free? How do you get your money back very, very, quickly?" That's the shift. Right? Because they're not going to go sign up 100 people, but they are going to get one or two. Right? And if every person brings in one or two, it becomes this self-fulfilling machine that just keeps growing, and things like that. And so it's just looking at it differently, and just showing... That's the positioning. Right? It's not how to be affiliates. It's, "Get this thing for free by telling three people to-" Dan: So you're not giving them any sort of extensive training? You're just pretty much hoping that one customer will refer, maybe, a couple... few... people. But it's a consistent thing, rather than, "Hey. Here's this training on how to refer more people." And you... But- Russell: Yeah. Because they're not going to buy ads. They're not going to... They don't have an email list. But they're going through this. They believe in it now, and they don't want to feel dumb. And it's like, "If I can get my friends in this and do it together, now it's a fun thing. And we can study together." And that's the- Dan: Oh, the accountability! Oh, my gosh! That's so good! Okay. All right. That was awesome. That was gold. Russell: Awesome. Yhennifer: Light bulbs are going off here! I love it! I hope everyone is taking notes. I want to add one more thing to the OFA stuff, Russell, if it's okay with you? Russell: Yeah. Yhennifer: Because I see what goes on in the Facebook community, and I just wanted to add that people sometimes buy the OFA more than once just because they want the accountability of the coaches. They come back. They see that it has so much value that they're like, "100 dollars? I'm in!" So we also see that as well. Russell: Yeah. The OFA lifers, it's almost a continuity program. They re-sign up every single month, because they don't want to lose the connection with the team! Yhennifer: Yes! Yes. It's amazing. So if you have not done the One Funnel Way, go to onefunnelway.com. It's an awesome, awesome offer. Yhennifer: Okay. We have one more guest here, Michael Hoffman. He's a digital marketer and an owner of a digital media agency. So Michael, what question do you have for Russell? Michael: Hi, everyone! Thanks so much for having me up here. Russell, thanks so much for providing all the value. You mentioned something before, that there was this hashtag, "#dowhatrussellsays." And earlier this year, I read Traffic Secrets, started my podcast. The other day, I finished your new Expert Secrets. I'm going to work on my weekly webinar now. So doing what Russell says actually works! So my question is a little different, and more mindset-related. You have an extensive past in... almost professional sports. You were a wrestler for many, many years. And you made that transition into entrepreneurship. And I have a past as a professional basketball player, and also transitioned into... first, to a full-time job, and then entrepreneurship. And for me, it was a very difficult time to shift my identity. And I just wanted to get your... yeah, basically... experiences on how you experienced that phase, to transition from full-time sports to entrepreneurship, and what helped you to complete this identity shift? Russell: Oh, very cool! It's interesting. I think... Not always, but I feel like athletes often do really good in entrepreneurship. And I think the reason why... I've thought about this a lot... It's because for me, with wrestling... I'm sure it's the same for you with basketball... Every day, for me, I'd step out on the mat. And there was the guy I'm going against. And we'd wrestle. And a lot of times, I lost. A lot of times, I won. But I got used to failure, and it didn't destroy my identity when I failed. Right? I feel like a lot of people get into entrepreneurship, and they're so scared that if they try something and it fails, that it means that they're a failure. Versus in wrestling, I'd fail, and I'm like, "Cool! Now I know how to beat this guy!" Watch the film, figure it out next time I go back, and I try to beat him again. Right? And it's a different mindset where failure meant I could learn something, versus failure meant I was a failure. And I see that so many times in entrepreneurs, where they'll sit in club house rooms, or podcasts, or read books for years, and years, and years, and never do anything, because they're so scared of that failure. Whereas athletes have experienced it. You know? I lost tons of matches! You know? So I'm used to that failure, and I'm okay with it, and I don't label myself as a "failure." So I think that's why athletes do well, just because they have had that experience. But on the other question, that identity shift: So it was interesting. So my wrestling career, that was my life, as you know. It was probably similar to you. I was a wrestler. If you asked me, "Russell, what are you?" I'd go, "I'm a wrestler." And so I was. And I wrestled all the way through college. And I remember at the end of college is when I started learning some of the internet business and figured things out. And my senior year, I ended up losing the Pac-10 Tournament. I thought I was going to go to Nationals and place. And I had... My entire life, I was focused on this goal. And I ended up losing the Pac-10s and not qualifying for the National Tournament my senior year, which was horrible for me. Right? My entire everything just stopped. I remember sitting there on the side of the mat crying, and just... "It's done. I can't even achieve my goal if I wanted to. It's gone! There's no..." It was weird not being able to achieve a goal. And I remember, luckily for me, I had this entrepreneurship thing happening at the time that I was learning about. Because if I didn't have something, I think I would have gone into this downward spiral of depression just knowing that the thing I'd been dreaming about for 20 years, I know longer... It's physically impossible for me to do, now. It's out of... It's impossible. And so for me, luckily, I had this business. And I started focusing my time and energy there. And it gave me something to do, to focus on a new goal. And that was the big goal, the big thing. And so, because I was able to transition pretty easily... Because I had just... I was trying to avoid the pain of my old identity dying, and so I had to shift over here. And so I think, for people who are making that transition, it's... I mean, you used the word "identity shift," which was the right word. Right? It's like you have to shift that identity. And I don't know how to... I mean, in fact, we have Anthony Trucks, who is going to be speaking at Funnel Hacking Live specifically on identity shifting yourself, which I'm excited for. He's geeked out on this at a level that I don't think anyone else really has, and so it's going to be fun to have him go into it on the process. Because I don't know exactly what the process was, other than that I knew that I shifted. And then I started looking at it like a sport. I said, "Okay. What's the goal? What am I going to win?" You know? "Who are my teammates? Who do I got to get to know? Who are the competitors? Who do I have to beat?" And I just used the same mindset. And I think that a lot of people come into business, and they look at it different than a sport, which is interesting when you look at it. It's like, "Oh, I'm here to..." You know? I don't know. I did a podcast three or four years ago. I still remember where I was at when I recorded it, because when we came out with ClickFunnels, for me, it was... It's a combat sport. I'm looking: "Okay, who are the competitors? Who are the people out there?" And at first, it was like, "Leepages! That's who I have to beat!" Because in wrestling, that's what I did: "All right. Who is the guy that I got to beat?" I looked at him. We studied film. We figured it out, and we got to the point where I could beat that person. And we found the next person in the next tier up. We found the person, identified the target, reverse-engineered their style, and learned how to beat them. And so for me, it was the same thing. Leepages was the first person on our hit list. Right? So we came out. And those who were around when we launched ClickFunnels, it was very aggressive. It was not... You know? I was like, "This is our competitors. We're going after them." And we went after them. Then we got to the point where we beat Leepages, and we passed them. After we passed them, it was like, "Hey, who is the next competitor?" For us, it was Infusionsoft. And I was like, "There's no way we can beat Infusionsoft. They're huge!" But I'm like, "That's the goal!" And so we figured out who they were. We reverse-engineered it. You know? Went after them, and ended up far surpassing them. And it was interesting, because I remember the CEO and me... He's a really nice guy. But he messaged me one time, and he asked me... He was like, "Why do you hate Infusionsoft so much?" And I'm like, "I don't hate you! I'm grateful for you! You're the person..." I needed somebody to get me motivated. Otherwise, as a competitor, if I'm just... I'm not here just to make money. That was what inspired. It inspired me. It was the victory, trying to figure out the next person who we're going after. Right? And I told... It's kind of like that scene in Batman, The Dark Knight, where Joker asks Batman, "Why do you hate me?" And he's like, "I don't hate you! You fulfill me! I need you! Without you, there's no me!" Right? And so for me, that was the transition. It was like... I didn't take the competitiveness out of me. I kept it. Everything I did that drove me in wrestling, I kept that. But I focused it over here in business. And so the identity shift wasn't huge. It was just a different game. Right? Same athlete. Same competitive nature. Same everything. But the game was different, and so I had to figure out the game, figure out the rules, figure out the players, figure out the competition, and then make it fun for me. And so for me, that's kind of, I think, how I was able to make that transition. Yeah. I don't know if that answers the question. But that's kind of the mindset behind, for me, how I was going to make that transition. And at Funnel Hacking Live, Anthony Trucks will show us the actual process to shift identity, which I'm so excited for! Michael: Awesome! Thank you so much! That was really helpful, just listening to your experience and hearing it from someone else. And I like the competitive aspect, and the perseverance that we have as athletes to transition that into entrepreneurship. Russell: Yeah. Well, very cool, man. Thanks for jumping on the show. I appreciate it! Yhennifer: Awesome! Thank you, Michael, for being here. And Russell, I think that wraps up our Marketing Secrets podcast today! Russell: How fun! Well, thanks, you guys, all for jumping on and hanging out. We're going to continue to do these. I'm having fun with it so far. So hopefully, you guys are as well. For those who are listening to the recording: If you want to make sure you get on the next live one and maybe get your question answered live, go to clubhousewithrussell.com. That'll redirect you to our clubhouse page. Go follow the room, and we'll do this again soon. Thank you for all of our guest speakers who jumped on: Keenya, Dan, and Myron. I appreciate you guys jumping on and sharing your thoughts, as well. Hopefully, some of the conversations we had were stimulating and helped you think about yourself, think about your charity, think about your funnels, all this stuff. Hopefully, you guys enjoyed it. If you did, let us know! And if you want to hear the recording of this, make sure you subscribe to the Marketing Secrets podcast on any of the platforms. We're there. Probably in the next week or so, it'll go up live there, and you can go and re-listen to all the stuff we talked about. So thank you Yhennifer for all the time and effort you put into it, and everybody else here on the clubhouse team. I'm grateful for everybody. And with that said, I guess we'll see you guys all on the next episode! Learn more about your ad choices. Visit megaphone.fm/adchoices

On this episode of Marketing Secrets Live, Russell explains how he feels about charity and how to reconcile it with your own thoughts and beliefs. Don’t miss the next Marketing Secrets Live episode! Register at ClubHouseWithRussell.com Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- Russell Brunson: Good morning. Good morning. This is Russell Brunson and welcome back to the Marketing Secrets Podcast. Today, we're going to be sharing you guys another clip from the Marketing Secrets live show, if you're not in live show yet, make sure to go to clubhouscewithrussell.com and register, that way you can be at live ones next time. But this episode, I talked about something that I struggle with back and forth in my head. I don't know if you guys do as well, but if you do, this will hopefully be conversation, we'll make it fun for you. I'm talking about charity, obviously we know that when we do charity, we shouldn't be flaunting it, but at the same time when we do talk about charity, it inspires other people to do it and so, what's the balance of it? What's right? What's wrong? What should we do? What should we not be doing? I'm open to this conversation. I don't know the answers, I'm just going to share some of my thoughts. At the end of this episode, Myron Golden jumped on and dropped some of his thoughts, which were pure gold and so anyway, with that said, hope you guys enjoyed this episode, we'll keep theme song and we'll be right back. Okay. With that said, I'm going to jump into the thing that has been on my mind a lot lately and this is something that I don't know the answer to. So, I'm just going to kind of go down a path that, and who knows where it ends up, but hopefully get you guys thinking. So, what I want to talk about is, is charity and using charity in our business and our marketing and how these things all fit together. Because I have an internal dilemma with some of it sometimes, on a couple of different sides, so I'll sit back. I remember, and I would try to find the story last night, I looked through five or six books and I couldn't find it unfortunately, but the gist of the story was there was this man, right? And he was super charitable and he had a lot of money and did all these things and he donated money to this thing and so they named a building after him. He donated money to this thing and so they named a thing after him and all these different things, right? And he had been super charitable his whole life and he ends up dying, going up to heaven and he's sitting there with God and God's like, yeah, well, you did these things, but like, you got your name on a building, you didn't do anything truly charitable. You're doing these things because you were trying to get something in return, right? And I remember reading that back, man, this is almost 20 years ago I read that and I wish I could have found the actual story, but having that feeling of like, okay, If I'm going to do charity or give or whatever, I got to be very careful about that, right? And then, last night when I was doing my research trying to find the things I want to talk about, I actually found a really cool scripture that's been in my head a lot. And I want to share this because this is going to give you some context to what I want to just put out there in the world for you guys. And it's Matthew chapter 6, it's the first couple of verses here and this is Jesus giving his Sermon on the Mount and, if you haven’t read the Sermon on the Mount, come on now, probably the greatest presentation of all time, right? And this is what he said, he said take heed that you do not your alms before men to be seen of others, otherwise you have no reward of your father which is in heaven. Therefore, when thou do sign alms, do not sound a trumpet before thee, as the hypocrites do in synagogues and in the streets, so they may have glory of men, verily I sent you, they have their reward. But when that does arms, let not thy left hand know what thy right hand doeth. And so, man, I hear that and I was like, oh, this is scary because I think about the things that we do inside of our business that are charitable, right? We village impact, we donated tons of money there. We built schools, we gone to Kenya, we've done those things, but then I come back and I share it, like tell everybody about it, right? We're operation to go on railroad and we've raised millions of dollars, we've helped save children and it's like... And I have this dilemma. I'm curious if you guys have had that dilemma in your head as well. Okay. I want to do good, but if we talk about it, then the core right here, verily, I say to you then you have your reward. If I talk about it and people are like, oh, good job, you're doing these charitable things like... Your reward is the praise of man, right? And so, you have it there. But, at the same time, if we don't talk about the things we're doing, then might nobody else does it. The fact that we did the, with Operation Underground Railroad, the documentary. We shared it in Funnel Hacking Live, we raised a million dollars year one, we did it again year number two. We talk about these things, we showed the good that's happening. What happens is, it inspires other people. I watched it, because we did the OUR documentary, raised a million dollars in Funnel Hacking Live, Orlando. After that, there are probably a dozen or so people in the ClickFunnels community who went and went with Tim Ballard, took in his events or took them to their events, they showed the documentary and then they raised hundreds of thousands of dollars at their events and then, from there, it kind of spiraled down and all of a sudden the message got bigger and more people shared it. And so, for me, I had this internal conflict, right? Where it's just like, man, I want the blessings of charity, but also, if I'm going out there and being charity because it's going to increase my conversion rates or get people to like me more, whatever. Then I keep having this thing going through my head where Christ literally says, verily I send to you, they have their reward. Russell, you have your reward. And so, I have this conundrum and so I wanted to bring up to you guys, just for you to think it through it as well, right? And I'm going to tell you kind of how in my mind, I've come to settle it and I feel comfortable about it and just wanted to put this out there, because I think a lot of you guys either do charity or you want to charity and you have the same apprehension. What do we do? What do we not do, right? And I remember actually, man, when was it? Two or three months ago, I had a chance to go out to Tony Robbins. We did a little mastermind group for all the people that are top 10 in the product launch they did. And so, we had a chance to go, we were in this little, on his stage in a little room with everyone who was a top affiliate and we each had a chance to ask Tony a question. And I'm not going to tell you what my question was yet, we're doing a whole vlog about it. In fact, in Funnel Hacking Live, we'll show you part of that blog because what he shared with me and what we talked about was insane and you guys are going to love it, but I can't ruin the surprise yet. So, I can't tell you that. But one thing he said during that, during this interaction, I can't remember whose question it was or something, but he said he struggled with the same thing as well. He's like, I didn't want to publicly talk about the charity things I was doing, but he's like, but when I did, I found out other people got involved and other people got inspired and then it grew and did more things outside of just me, right? So, that was one thing that Tony talked about and you look at Tony, he talks about charities, right? Tony is the number one donor for OUR as well as a dozen other charities, right? He feeds a billion people a year and all these things. And he talks about those things and I think I've struggled in the past too, of like, oh, he's talking about the things, he shouldn't be doing that because that's his reward, is people thinking he's cool, right? And I have this conundrum. The other thing is interesting. I thought about this a lot when I read Atlas Shrugged and some of you guys heard me and Josh did a four or five hour long podcast episode about Atlas Shrugged. If you haven't read that book, man, as a producer, as an entrepreneur, you should read it, it'll be inspiring for you. But, it was talking about in that book, I can't remember where or what, maybe it was the thought I had, but talking about, even like, when I go Downtown Boise and I see people that are homeless, they're sitting there, right? And we give them money or we buy them food or something. I'm still getting a reward out of that, right? I give somebody money and I feel good about myself, I'm like, oh my gosh, I got value from that person, right? Even someone who's begging, when you transact, you give them money, you give them food, you give them a home, you give them something, the feeling you get, you're still getting value out of that, right? So, it's like no matter what you do, I feel like I'm getting a reward ahead of time. And so, there's the conundrum in my head. So, I kind of set the stage for that and I want to step back and just kind of tell you guys how in my mind I justify things, how I think about things and hopefully it'll help any of you guys who are struggling with this or thought about this or now maybe you're going to start thinking about this, okay. So, for me, in my mind there's different ways that we can all serve, right? In different ways that I serve. There are things like, the two big charities that we support inside of ClickFunnels are Village Impact and it's Operation Underground Railroad. In fact, some of you guys, if you've been to Funnel Hacking Live, you heard me talk about this before, but we have a non-profit called Liberate and Educate. And the reason why is, because if you look at what we do as a company, ClickFunnels our mission, right? Is literally to liberate and educate entrepreneurs, we liberate them by giving them software and tools and making them free, right? And then we educate them, so they have the education they need to be able to do it, right? Dan, for example, insanely talented person and he was struggling, came back, read .com secrets, he got the education, right? He used ClickFunnels, he liberated into programming, we liberated and educated, and boom, he's talked about 25 million in four years later, right? We liberate and educate entrepreneurs, and so that's been kind of our mission from day number one. But then we came back and the first few Funnel Hacking Lives, our focus was focusing on Village Impact, which is a charity that Stewart McLaren and his wife started. And I've had a chance to go to Kenya three or four times, we built schools out there and that was always like a thing that we did. And then, Funnel Hacking Live, Orlando's when we introduced Operation Underground Railroad. I remember after FHL, Orlando, which was, I'm bad at years, I think it was 2018 or something. We were in Kenya and I was sitting there hanging out with the kids, we were doing the service stuff and I was sitting there and I was like, man, these are two amazing charities, how do we tie these things into the ClickFunnels mission better? And literally, as I'm sitting there, the phrase that entered my head was liberate and educate. And at first, I was like, yeah, that's what we do for entrepreneurs and then I was like, oh my gosh, that's how these two things tie into our charity for ClickFunnels. We liberate children from sex, slavery through Operation Underground Railroad and then we educate children through Village Impact. I was like, liberate and educate, I'm like, oh my gosh, our social mission is the same as our public mission. And so, I became thinking again, we create a non-profit and this is our thing, right? But for me, I look at this Liberal and Educate, this mission, right? We're trying to do these things and I try to make it as public as possible, knowing full well that I don't believe that I'm going to get rewards in heaven or whatever. My reward from Liberal and Educate is that it brings our community together, right? People see the fact that we're giving and we're sharing, and it gets other people to give and share and we're very public, we're very vocal and very big about that, right? And in my head, I fully believe that, again, verily I say unto you, they have their reward, I have my reward. My reward coming from that is, I get to see the children, I get to see the impact, I get to see our community get involved, I get to see these things and that's my reward, right? And maybe someday it will be rewarding having sweet bonus points, but I'm not expecting anything from that at all, right? Because it's very public. And so, for me, it's like, I'm able to look at the scripture and say, okay, I'm literally doing my alms before men and I'm being seen of others, I'm doing it because I want to inspire them and I want to have that impact and so, I'm looking at that as like, these are my charitable missions, my reward is the benefit that the other people getting involved and I get that feeling and that's my reward, right? But, because also I don't want to get to heaven someday and the Lord being like, hey, this is the deal, your name's on a building here, you got this thing over here. Yeah, you did get stuff, but you did it with an ulterior motive. I understand, I have ulterior motives in my charitable, that everybody can see, right? And so, for me, I'm like, I have to have charity in a way that people can't see, otherwise, I don't know, for those who are Christian or believe in God or you whatever, this is probably something that weighs on your mind, at least it does for me. And so, and if not, that's totally cool, you should still worry about it too because it's important whether you believe in it or not, but I'll leave that for another discussion for another day. But, what I wanted to just kind of think about is like, there's things that we have to do privately as well. And so, I'm not going to talk about those things, but I do things privately that I don't talk about, I don't share, nobody ever sees, because those are the things that I'm trying to do to be actual charitable. I almost look at these other things aren't really charity because I'm getting so much value out of them personally, that it's not really a charitable contribution, right? I'm doing it because it feels good, because I'm inspiring others, because I'm saving children, because these things are happening and that's my reward and I'm cool with that. There's other things that we do that are private that no one hears me talk about, I'm not ever going to share, I'm not even going to give you a list of what those things could be because I don't want... I want to make sure no one knows, but I want, for all you guys listening to at least as you're thinking about this in your business and in your life, I feel like it's okay to share things as long as you understand that's the purpose, that's the value you're getting in return, is the fact you're able to share and you're able to do those things. And I would recommend having stuff private that you don't talk about, that you don't share, that you keep to yourself because Jesus told us on the sermon on the Mount, that that's what we should do and so, I believe that's very important as well. And so, anyway, that was the podcast I wanted to share publicly today because it's been on my mind, I've wanted to do a podcast about this for man, probably five or six months, I keep thinking about it and then yesterday they asked me if I wanted a topic ideas for this podcast episode, I'm like, you know what, I'm going to just dive into it because it'll force me to actually not to be nervous to talk about it. But I think it's valuable, I think it's important, especially for anyone who's like me, who's thinking about these things and trying to figure out like, man, how do I consolidate these things? How do I tie these things together? Because I want to give, I want to be shared and I want to inspire other people to do it as well, but I also don't want to be in heaven some day and he's like, hey, you had your reward, you're good to go. I want to be able to have both sides of the coin and so, that's kind of how, I don't know if rationalization's the right word of how... In my mind, it makes sense to me and why I'm going to be as loud as possible about our social mission, about Liberating and Educating, because I'm getting my reward, it's okay and I want those things to go on and inspire, I want to get you guys to be doing those things as well. And one thing Tony told me, in fact, if you watched the Funnel Hacking Live sales video for, it's the after movie, so the Orlando... I was the Orlando Funnel Hacking Live that Tony told us to meet, but then we showed it, it was the sales video for the first Nashville event. So, if you go to funnelhackinglive.com and scroll down, all the sales videos, we call them the after movies, are down there, just lower down the page because they're still going to want to... I want everyone to be see, if go down and scroll the one, we see the footage from Orlando, but the end of the video, sales video ends and then it comes back and there's this little moment that Tony and I had behind stage, it was really, really cool. And Dan happened to capture it, so the end of the sales video. And what Tony said, he's like, not only am I proud of you for giving, because that's cool, but he's like, you're inspiring these entire group of people to become givers as well and he's like, that's what it's really all about. And so for me, the Liberate and Educate is all about inspiring you guys to be givers and to try to share your means, right? Making money is awesome, sweet, we can buy houses and boats and cars and all these kinds of things, and I'll send them, those things don't matter as much as what are we doing with that? What kind of... How are we trying to change the world with it? I'm a big believer in that, some people may not be, but I think it's essential and so. Anyway, that's my goal with Liberate and Educate, inspire you guys to be givers and then this podcast episode is to help you understand, it's okay to talk about those things, but man, I would recommend doing things privately as well because, yeah, because that day, when we come to... When our life's over and we have that chance, I want to make sure that he doesn't say, you had to reward, I want him to say, man, I wasn't expecting that and that would be special for me. So, that's the podcast episode for today. Myron Golden: Hey, Russel? Russell: Hey, Myron. Myron: Do you mind if I chime in on that just a smidge? Russell: I would love for you to. Myron: Because I think I can add a little bit of value to what you just said, I think everything you said was phenomenal. But in the context and according to the meaning of the words, I think the word that you were looking for was, how do I reconcile these things? Russell: Yes. Reconcile. Perfect. Myron: Yeah. And so, the way you reconcile them is, you have to note when you're studying Bible verses, you have to do keyword studies. And I know this isn't a Bible study, but when you understand that the key word in that verse that you mentioned is that, that's the key word, that. Make sure that when you give your alms, you don't do it that you may be seen of men. In other words, the motive that you have should not be, there's nothing wrong with people seeing you give, there's nothing wrong with you telling people that you're giving, if you're telling them to give, that you gave and to inspire them to give, as long as your motivation for the giving is not that people see you and think you're awesome. That's the actual interpretation of what it means when Jesus said, don't give your alms that you may be seen of men. So, I think what you've done with OUR is phenomenal, I think thousands of people have been contributing to OUR because of your example and because you put it out there, but your motivation wasn't that people would think you're cool, right? So, I think that's the key to understanding and reconciling, how do I give and inspire people to give without making me a big deal, so that's all I wanted to share. Russell: Oh, it was amazing. Myron, you're the best. Thank you for sharing that and yeah, that was amazing. Learn more about your ad choices. Visit megaphone.fm/adchoices

Welcome to another guest edition of Marketing Secrets Live! Russell talks to Keenya Kelly about Tick Tock, Myron Golden about challenges, and Dan Henry about high ticket sales. Don’t miss this value packed episode! To be on the next Marketing Secrets Live episode, register at ClubHouseWithRussell.com Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- Russell Brunson: Everyone welcome to the marketing secrets live show. I'm so excited to be here live with you guys. This is kind of a new format we've been doing for our podcast. And if this is your first time on, welcome. If you were listening to the recordings of this later, and you want to come on one of our live shows, make sure you go to clubhousewithrussell.com and come and sign up for the Marketing Secrets Live Clubhouse room. And this is where we're kind of hanging out once a week or so. And it's fun because this format's been different. I've had a chance to bring in speakers and find out their number of marketing secret. Then I have a chance to share the coolest thing I'm thinking about at the time. And then we open up for Q&A at the end. And so those who are live, get your questions ready. We're going to do a Q&A at the end. Again, if you're listening to the recording on the actual podcast, make sure you go and register for the live shows at clubhousewithrussell.com. It'll be a lot of fun. So today we've got a couple of guests I'm going to bring them on here in a second and share their number one marketing secret. But before we do that, of course, we got to lead off with the marketing secrets theme song. So let me queue that up. When we come back, we'll jump right into to our guest panels. So here we go. All right, welcome officially now to the marketing secrets live show. Yhennifer, excited to have you here as always, helping me kind of co-host this and get things kicked off. Looks like our first guest isn't here yet, but I would love if you want to introduce the first guest that we're going to be talking to, and we'll just jump right in if you want to. Yhennifer: Awesome, let's get the party started. Before we introduce our guests, we want to make sure that you guys that are here on this episode, that you click the little plus sign in the bottom and invite your friends. Also, a reminder, we are recording this room and don't forget to follow the speakers on the stage and click the little monopoly house on the top and follow the Marketing Secrets Club here so that you can get a notification where we go live again. So our first guest speaker is miss Keenya Kelly. Kenya is the CEO of You Brand It, a video marketing consulting firm in San Diego, California. She is a strategist. She is the TikTok queen, and she's been a member of the funnel hacking community since 2017. Welcome Keenya and Russell, I'll pass it on to you Russell: Keenya. So excited to have you here since 2017. That's crazy. You've been around for a long time. I've been watching you for a long time closely for the last probably two or three weeks, which has been so much fun. So excited to have you on the show first off and welcome. How are you feeling today? Keenya Kelly: I am feeling super good. I'm actually in Mexico celebrating my 40th birthday. So I'm feeling real good. Russell: Very cool. Congratulations. Happy 40. I hit my 40th last year. So far, I remember when I was a kid, I thought when my parents turned 40, I was like, "They're almost dead." I was really concerned. And now as a 40 year old, I feel like I'm just starting. So it's different when you get older, isn't it. Keenya: It sure is. I'm like, I'm just getting started up in here, you know what I'm saying? Russell: Very cool. Well, what I want to ask you right now. This is the question I ask all the guests here on the Marketing Secrets Live show, is what is your biggest marketing secret that you are doing right now inside of your business? So we can all hear and learn from it. Keenya: Absolutely. So my biggest secret is TikTok. And I know some people are already like, they're like fading out, but don't fade out. I built my business initially from Facebook and Instagram and in 2020, I'm somebody who prays for strategies. And I heard God tell me to get off to TikTok, which I thought was insane, but I was like, "I'm just going to try." I was like, "Maybe I'm just dealing with whatever because of the pandemic." So I get on to TikTok and initially I'm dancing like everybody else. But then it clicked. This is the newest social media platform that marketers are going to run to. And so in the midst of everything that happened in 2020, I just kept creating content. And fast forward a year later, 450,000 followers, we added an additional $300,000 to my business and it's just been incredible. And now I'm this "influencer". And I'm like, "I never thought that I would be an influencer, but now I am." Russell: That's interesting. So you started with doing dances, like a lot of people do in TikTok. I'm curious, what was the transition like? What were some things you did that helped it to grow or helped get the following, actually make money from it? Keenya: For sure. So what happened was that I was going viral with some of the dances and just being my personality. And I ended up seeing somebody, I can't remember who it was that was marketing and they clicked. And I immediately transitioned. I said, I do love to dance. I do love to have fun. I'm going to take some of these trends and start teaching. So I started doing a little bit of dancing, but I would talk while I was dancing or I would have texts on screen. And I started driving people to the link in my bio to jump on my email list, to buy my courses. And I ended up, like I have a book, a business book called Before You Quit Your Job. And I ended up selling way more books on TikTok than I was anywhere else. And so I just kept doing that. I was like, this is a creative platform. Be creative, have fun, but teach in the way that TikTok's community is. And that is what happened. Russell: That's awesome. It's interesting. I'm not a big TikToker yet, but my kids are. And so I remember when I was trying to understand the platform. I said, "I'm just going to watch my kids and see what they're doing and why they're doing it, to understand them." And it was fascinating because my daughter, she started growing her TikTok channel slowly. And I remember at first she would be like, "I got 30 followers. I got 50." She was so excited, and then what she did, this is super interesting. She set up a second profile and there's a name for it. I think it's like a thing that TikTokers do, I don't know. You may know more than me, but she covered up her face, and it was like, people had to guess who she was. So she did these dances where you can't see her face and people started guessing. And that channel blew up to like 50 or 60,000 people. And she kept building towards the big reveal. As soon as I get X amount of people, I'm to reveal who I am. And so she got to that point and then she revealed who she was and she pushed everyone to her main channel. And she had like almost 30,000 people move over there, follow her on her main channel. And now my daughter's like, "I'm an influencer dad." I'm like, "No, not my daughter. No." But it was just that interesting strategy to watch how she did that. How just some of the different techniques and things to start growing. And I think for anybody, especially someone like me who hasn't really gotten good with the platform yet, it's like find people who are using it and just watch them. That's how we started learning YouTube. I started learning other things is just watching how people who do love the platform, what they're doing and how they're doing it. It sounds like you had something similar, you were doing it just for fun. And then you started seeing other people transitioning. Okay. I see how this is going to work now for my business as well. Keenya: Yeah, absolutely. I knew it was something because social media always starts out entertaining. It just does. And then it usually starts out with the younger generation. And so when I got there, I was like, "There is something to this." And I slowly started going, "This is going to be the wave of marketing." And now here we are 2021 and Facebook just launched their short video and everything else has short video. Russell: Yeah. Super interesting. Well, awesome. Thanks for coming on the live show and sharing that it makes me want to go... I'm about to head on family vacation. So my goal is to TikTok my daughter at least three times over the next week and a half. So those who want to follow my TikTok, go find me. I'm only like at 500 followers. So go follow me and you'll see me start trying to practice what we're preaching. So thank you Keenya so much for coming on and sharing. Super grateful for you. Keenya: Thank you so much. Yhennifer: Awesome. Thank you, Keenya. You are awesome. I'm so excited that you were here. All right. So now we have Myron Golden. Myron is a high in demand speaker, trainer in areas of sales, marketing, business development. I think he doesn't even need an introduction because I mean, all the funnel hackers here know who he is, but we had to give him this special introduction. He's also a bestselling author. And I don't know if you guys know this, but he's a songwriter and an owner of a record label. Welcome Myron to the marketing secrets podcast. Back to you, Russell. Russell: What's up Myron. How are you doing, man? Myron Golden: What's up Russell? Good to see you brother. Good to see you. I forgot about this call. Don't tell anybody I said that. Russell: You're live right now… Myron: I'm at the golf course. Russell: Are you golfing right now? Myron: I'm at the golf course, but it's all good, I'm here. Russell: Well, thanks for jumping on. Myron: Good to see you bro, always good Russell: We're only on for a minute or so. So well, first off Myron, you, as you know, you're one of my favorite humans on this planet. Just been so grateful for you. The last few years hanging out often has been some of the highlights in my life. So grateful for you. And the biggest thing on the marketing seekers live show. So we can get you back to golfing, but my only question for you is, what is right now in your business the number one marketing secret. Of all the things you're doing, obviously you're doing a lot of things, but if you could say, this is my number one marketing secret right now, what would that be that you can share with everybody? Myron: Well, my number one marketing secret right now is we've got a challenge to a bootcamp. And what we do is we do a five-day challenge. It's $97 for general admission. It's $297 for VIP and we do it to a split offer, which people say you shouldn't do, but it's working really well for us. So if people are making more than 20,000 a month, we send them to our application for our inner circle. If they're making less than 20,000 a month, we send them to the application for our offer mastery coaching. Where we teach people how to create offers and do challenges. And we've got students right now. We just did our first one at the end of February, beginning of March. And we've got one guy from our first challenge who's already done two challenges and done over $300,000. We've got another lady who's never sold anything high ticket before, her very first challenge she did like $24,000. So people are just crushing it. So that's what we're doing. We're doing a challenge to a $21,000 coaching program and or to our inner circle. And it's done for us so far over $2 million this year. That's Russell: That's awesome. It feels like this year has been- Myron: That's my number one secret. Russell: It feels like this year has been the year of challenges for people, which has been really, really fascinating. And people use it for different ways, right? We use challenges, people in software. Other people using challenges, so there are courses. And you're going from challenge straight to super high ticket, which is fascinating. Now you said also your challenge is a paid challenge of friends, is that what you said? Myron: Oh yeah, paid. Russell: Okay. Myron: It's paid, it's $97 for the general admission and 297 for VIP. Russell: And then what's the... Two follow up questions. Number one. What's the name of your challenge? And then is the challenge happening live throughout the week or is it prerecorded or how do you structure that? He's on the golf course, so it's breaking up a little bit, but so we said it is live and then the other question was just, what was the actual name of your challenge? We can go funnel hacking, go sign up for it. Myron: Yeah. So the name of the challenge is the Make More Offers challenge because I teach people the number one challenge, the number one problem, most business owners have. They don't make enough offers. So I teach them to make more offers and to make more money. And so Make More Offers Challenge and yeah, it's a paid challenge. One $97 for the general mission, 297 for VIP. Russell: Awesome. Well, thank you, Myron. Appreciate jumping on. I hear the birds in the background, you should get back to golfing. Thanks for jumping on real quick and sharing your biggest marketing secret. And I'm grateful for you as always. And just as a side note for everyone who's listening, the Make More Offers challenge, that's a cool name. If you think about the people in this game who have the most success, honestly, are the ones who make the most offers, right? They're trying different things. We just did a very fascinating study with our ClickFunnels data, went through man, like one and a half million people have signed up for ClickFunnels trial over time. And it's crazy, if someone joins ClickFunnels and they buy at least one thing from it. It could be a book, it could be a $7 report, it could be anything, their stick rate triples. And so a lot of times you might go, "Well, I just sell one thing." It's like, yeah, but the more offers you make, the better buyers they become. I remember TJ Rohleder who is one of my mentors in direct mail. And he's brilliant marketer, but essentially you can go and you can actually rent his buyer list. Where you can send his buyers your offers in the mail. And I told him like, "Aren't you worried if other people were making offers to your buyers, they're going to quit buying from you?" And he said, "No, no. You're looking at it backwards." He's like the more people buy, he said buyers stay in motion. And the more they buy, the more they'll continue to buy. So he's like, "I'm going to sell my people stuff, but I want other people to sell them stuff as well, because if they're buying somebody else's offer, they're more likely to buy mine as well because buyers like to buy stuff." And he's like, "If they stop buying, that's worse." He's like, "If I don't send them something in the mail each week, if they're not getting other offers, so they're not continuing to buy. They actually cool off and they become worse buyers over time." And so it's fascinating for us looking at the data from seven years now. It's like, if they've purchased anything from me, like a book, anything, they seek three times longer on ClickFunnels than if they just sign up for ClickFunnels and that's it. So make more offers. We can go on like a two hour podcast just about that alone, how powerful it is. But anyway, so it's awesome. So thank you Myron, for sharing all that. Myron: I'll be happy to jump on and do a two hour podcast with you anytime you’re ready Russell. Russell: Awesome. We'll have to plan that. Well, thank you Myron so much for jumping on, and this has been fun so far. So we've got two guests down. We've got one more to go. Yhennifer, you want to introduce our next guest? Yhennifer: Yes. Awesome. Let me reset the room really quickly, guys. If you're finding value in this room, please follow the speakers on the panel. Click the little plus sign and invite five friends right there at the bottom. You can also click on the monopoly house at the top where it says Marketing Secrets Live, so that you can follow this club and get a notification when Russell goes live again. All right, the next speaker on up is Dan Henry. Dan is the founder of getclients.com. He's a bestselling author and a eight figure award winner. Welcome Dan to the room today. Dan Henry: Hey, how's it going guys? Russell: Doing awesome. Dan, great to hear from you. Always awesome to hang out and have you on. I would say before we kick this off officially, I think you are probably one of the most colorful characters inside of our community, which makes it fun. Sometimes I get nervous. Sometimes I get excited and back and forth, but always respect and always grateful for you and awesome to have you here. So my question for you that I'm excited to hear your thoughts because you're a deep thinker who goes, sometimes our thoughts counteract each other, which is kind of fun as well. But I'm curious for you right now in your business, in the spot you're at, what is the biggest marketing secret that you're finding right now that's working for you guys? Dan: Well, I've always, as you know, Russell, I've always used polarity to... But that's something I've used for years, and I always say if you make enough noise, all eyes will be on you, make sure you're selling something. And I think a lot of people think that they don't use polarity or if they use polarity they're going to turn off a bunch of people. But that's the thing, is you use polarity in your daily life whether you intend to or not. If you go to church and you walk out of that church, an atheist is going to drive by and be like, "That guy sucks." And vice versa. It's like, if you go to the gym and you're in shape, somebody who's not shape is going to look at you and be jealous. You're polarizing anyway. So you might as well get paid for it. And so of the things that we made a radical, radical shift in our business was what I like to call, and I learned from you, the value ladder. I would call this sort of the reverse value ladder. So we start with high ticket. I pretty much don't build a value ladder until I hit at least one million with a high ticket offer. Because the way I view it, if you're good enough, if your offer is good enough to book calls and close sales and do well, it's the engine, right? The other stuff around it is the fuel that pours into the engine. So what we did was we started selling high ticket only, and it just radically transformed our business. And then I tacked the book on and some low ticket products to fuel it, to scale it even further. And we've been able to, I mean, I'm not on social media that much anymore. I'm not that active anymore, and we've done... We have million-dollar days, we have million-dollar weeks. I just launched a hundred-thousand-dollar offer within like hours, landed a client for that. I mean, and everything else just supports that. And I think a lot of people don't realize that there are two segments of the market. There are low ticket buyers and there are high ticket buyers. Low ticket buyers either won't buy your high ticket ever, or they require multiple products, multiple touch points, months, and months, or even years of following to ascend them to be a high ticket buyer. And that's true and that works, but there's also a segment of the market that are already high ticket buyers. That are ready to pay you a high ticket price right now, and nobody markets to them. Because almost every book, almost every guru out there, almost every direct response marketer, talks about low ticket and the language of low ticket buyers. So those high ticket buyers they're already ready to buy. It's literally a blue ocean, but most people don't know how to talk to them. So what I did is I literally deleted all my low ticket stuff. I started speaking to the high ticket buyers first. I still use polarity, that still works. And then once I've tapped into that fully and the machine is oiled, then I tacked in the low ticket stuff. To take those low ticket buyers and turn them into high ticket buyers. But going after high ticket buyers first as a priority changed everything Russell: Awesome. I actually a hundred percent agree with that. It's interesting. One of my biggest fears when I teach people the value ladder is number one, is that they don't do anything until they've got all the offers and all the value ladder built out, which is the wrong thing. Number two, they start with the, I'm going to go write a book then, which is the hardest thing, as you know. You've written a book too. Of all the things, it's the hardest, and it's the hardest to make profitable. Whereas if someone leads with a higher ticket, a webinar or a high ticket offer, you have more room to mess things up, right? Because you sell one 10,000 or 20,000 whatever client, you can do a lot of things wrong. You can mess up on the ads and mess up on the copy and everything you used in one person and it cleans up all the mess, right? And so typically, like you said, it's easier to get some of that to work out of the gate and then scale-out to call them a cup of whatever that is. And then coming back and saying, "Hey, I need more ways to bring people into this offer." And that's when a book offer does well, or things like that. Hormozi did the same thing, he had his high ticket thing, killing it. And then he wrote a book and then his book offer, if you guys go through his book offer, he doesn't have anything else to say. So you buy the book, and the next page is like, cool you bought the book. Apply now for the high ticket coaching. And he did find that he was able to get more buyers coming in that way, but it was leading with the high ticket. And I think for most people, especially if you're getting started, this is one of the easier, faster ways. I think the biggest problem people have a lot of times is just the belief that they can actually sell high ticket when they're first beginning, which is probably more of the problem. But man, the metrics and the math make way more sense when you lead with that, for sure. Dan: That's who got me into high ticket originally, it was Hormozy. I met him backstage at a ClickFunnels event and he's like, "Dan, how much money did you make this month?" And I'm like, "One million." And he's like, "How much did you spend?" I'm like, "700,000." And he's like, "Cool. I made like two million and I spent like a hundred grand." I'm like, "You must be so good at Facebook ads." And he's like, "No, I suck at Facebook ads. My cheapest offer is 16 grand." And my mind just exploded when he said that. And ever since then, everything I've done has been revolving around that. But I want to make a point. You said that your biggest fear was that people do the value ladder wrong. And I think that's a point that everybody needs to hear. There's a difference between learning what to do, how to do it and how to do it well, how to execute it. And I will tell you, most people funnel hacking, value ladder. They do it wrong. They want to build out the whole thing first or instead of modeling someone's funnel, they just go and copy it word for word. And they don't realize that there's what to do, there's how to do it and how to do it well. I think that's a big thing, is the stuff you teach. I mean, you were the person that got me started in this game. I made $25 million and it has literally started from the moment I saw you on an ad going, "Buy my dotcom secrets book." And I bought that book, and now what, I don't know, five, whatever, how many ever years later, four years, five years, I've made $25 million. And I'll tell you that if I were to say one thing, that is the difference between people who make it and people who don't, is a lack of comprehension. Nobody gives effort into comprehending what somebody says. They just look at it and go, "Okay, cool." And then they don't really go, "Okay, why does this work? What's the science behind this?" And they just take a superficial action. So I think your stuff is amazing, Russell. If it wasn't for you, I wouldn't be here right now. But I do think people need to put more effort into understanding how to do it well. Russell: A hundred percent. Yep. People look to service level. There's a method to this and if you go deeper, you can see why it works, not just how it works so. Well, awesome, man. Well, thank you, Dan. Thank you, Keenya. Thank you, Myron, for jumping on the first half of the Marketing Secrets Live show. For those who are on live, this is fun. So we're going to have two more sessions of this live podcast. If you're listening to the recording of this, make sure you go to clubhousewithrussell.com. Go and register and that way in the future, when we go live, you'll get notified on your phone. And you come hang out with us live and have some fun. Learn more about your ad choices. Visit megaphone.fm/adchoices

What to know why I’m freaking out? Listen to this episode to find out. 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. Today, I'm on my Onewheel, driving to the office. Hopefully, the wind's not too loud. I'll try to talk loud, but forgive me if there's any sound noise. But it takes longer to drive on the Onewheel, so maybe we'll get a longer episode today. I got some cool things I'm excited by, things I want to share with you guys. Yep, there's a car driving by. If you have been long-time listeners, you know that when I first launched this podcast, it was called The Marketing in Your Car podcast. We call today The Marketing on Your Onewheel. With that says, let's keep things going. We'll be right back. All right, everybody. Well, hopefully, you can hear me. The wind hits every once in a while. I'm doing my best. Anyway, so today's episode, what I want to talk about is something fun that I'm geeking out on right now. There's a principle. There's a concept that we've taught over the last, man, 10 ... longer than that, long, long time called the bridge funnel. And a bridge funnel is, basically, when you're trying to bridge the gap between what somebody wants and what somebody needs. Right? For example, everybody in my world needs click funnels. Right? Sometimes it's hard to sell click funnels because it's like, "Well, why do I need software? What's a funnel? I don't even know." Right? So I had to find what's something they want that I can give them right away? And then, by doing that, I can then bridge them over to what they actually need. Whoa. Some guy just drove by in an original Hummer. Sorry. That was really cool. All right. So that's what a bridge is. Right? I'm trying to draw a bridge between these two different things. And I used to share the example to explain this back in the day, back when we were doing more business opportunities stuff. I talked about if you would go to ... let's say you went to the food court at the mall. Right? And at the food court, there's all these people are eating. This is pre-COVID, so there's tons of people eating and tons of noise. And if I sit up on a chair in the food court and I yelled and said, "Hey, everybody! Look over here." And they look at me and I'm like, "Hey, who here wants a funnel to grow your business?" Of everybody in the food court, what percentage of people would raise their hand? And the reality is probably very, very few. Right? Probably nobody. But if I was to stand up on the thing and say, "Hey, who here wants to learn how to make money on the internet." Right? Like two-thirds of the room would raise their hand. And then I can say, "Okay, cool. Come over here." And then I could pull people aside and say, "Okay, the way that we make money on the internet is through this thing called a funnel." And I'm like, "Who here wants a funnel?" And now I can obviously sell them the thing that they actually need. And so that's the concept of a bridge, is you're taking this thing that they need that they may not understand yet, and you're bridging them through something that they do understand. Right? And so, for a long time, we used to do bridge funnels a lot. But over the last few years, as we've grown click funnels, we've done a good job of building a brand and making the popular rising ... I hate to say that word ... making popular the concept of funnels. And so it's not like I have to go and convince people to funnel because most people in my retargeting circles that we target on the internet, at this point, know what it is. And there's a million other people, all teaching talking about funnels. And so it's been really good for us. Right? The more noise, the more people talking about funnels, the better we do. But we're always trying to go beyond the boundaries and try to figure out the next step and the next level. Right? How do we acquire it? How do we get more people? And so recently, we started combing back through all of our data and click funnels. We've got like 100 different front-end offers. And so we've got a lot of data, and it's hard to go through it all. But we now have a business intelligent team who literally go through and just looks at all our data and finds numbers and patterns and things of that forest. And one of the interesting things that we found recently that was fascinating is that of all the front end offers we have, and this is like book funnels, opt-in funnels, webinar funnels, all the things, the funnels where the person is most likely to join click funnels and become a click funnels customer in the first 30 days is actually through one of our ebook funnels, which is crazy, so like the marketing secrets black book and the funnel cookbook. If they opt into those things, download the PDF that we give them, they're most likely to become a click funnels member in the next 30 days, which is crazy, especially since those are two funnels I built four or five years ago. And we haven't touched them or looked at them or done anything with him since. They're literally just like ... I forgot about them. I didn't realize we were driving any traffic to them. And so I was like, "Well, crap. We should look at these again." So we looked at them again, and how do we optimize these now? How do we make something truly amazing? And so I started looking at ... it was interesting because people would opt in for the black box, and we never talked about click funnels. So on the thank-you page, we don't talk about click funnels. It's like ... sorry, more cars coming. Maybe I shouldn't do marketing in the Onewheel. Anyway, so the more I started looking at these funnels, I'm like, "It's insane that they somehow bridge that gap, and they find the people." Because I'm not bridging that gap for them. Right? They're these random funnels we built years ago and forgot about, and they're out there. And so I said, "Okay, we should bring these things back, but let's strategically figure out how do we get somebody now who's going to go through this funnel?" And then, if they download the book, how do we bridge them now over into click funnels? Right? And so that was the next thing we started looking at. So we're going back through all of our webinar funnels, especially since the last couple of months when you've had all the issues with Apple and Facebook fighting, and cookies, and just all the things. Right? All right. Cost has gone up. So we're looking, and right now, it's costing us anywhere from 20 to 25 bucks for a webinar register, which is crazy. But our opt-ins are still lower, like three to five bucks to register. And so anyway, yesterday, I built about for these yesterday with Nick on my team. I had so much fun doing it. But the funnels, these bridge funnels, are very, very simple. Basically, come to the page, and it's like, "Hey, get this free book. Opt-in right here. It's the opt-in for the free book." And then the thank-you page is sweet. There's a video of me saying, "Sweet." I just emailed you the first gift. It's coming to you. I promise you guys the value of this episode is going to be worth all the noise. Anyway, so I said, "The first gift is coming to you. It's in your inbox. Go check it out there." So notice, I didn't give them the downlink on the thank-you page because on the thank-you page, I needed them to do something more important, which was register for the webinar. And the thank-you page is like, "The first gift is in your inbox. The second gift is actually more important. It's a web class I'm putting on called Funnel Hacking Secrets, where we're going to show you guys how to actually use the stuff we're talking about in the book, the ebook that you're getting. And it's going to be awesome." Right? "So go register down below." And the whole page is structured in a way to get them to register for the web class that's coming up. By the way, we tested web class, webinar, masterclass, and like a dozen different variations, and web class crushed all other versions of that phrase. So start calling webinars web classes, and it will help conversion. So there's another little marketing secret for you. So anyway, that's what we've been building, these little bridge funnels. And again, they have not gone live yet, so I don't know the exact stats. But if they stay true and we average five bucks a lead to give away an ebook, right, which, it is what it is. But if we get one out of five people hit the thank-you page and 20% conversion and the thank-you page to register for the webinar, we're actually getting the webinar leads for the same cost as we were paying before. Right? Because 20%, five people, that's 20 bucks. I'm probably doing the math wrong, but $20.00, $25 per webinar registrant. But the thing that's different is that when we pay 25 bucks a webinar registrant, we're getting one lead. Right? Here we're getting five leads. We're giving them value upfront. They're getting an ebook. They're getting a gift. They're opening their email. They're downloading the thing, so It's increasing our open rates, our click-through rates, which will get more email delivered for all of our lists across the board. Right? They're getting value in advance. They get this really cool ebook. They're like, "Oh my gosh, this is amazing. Look at this cool thing that Russell just gave me." Then they register for the webinar. My thought, I'm not sure yet, but positioning the webinar also as a bonus gift as opposed to like, "Hey, register for a webinar." I think we'll get more people to show up and actually consume it. We'll find out. And now it's bridging them over into the funnel world. So anyway, we built four of these yesterday. The ads will be starting the next day or so. I'll return the report back and let you guys know how they're doing. I have two more that I came up with last night, and I'm like, literally, if this works, any piece of content ever created from the beginning of time until now, I could use, and I could put into these little bridge model things. Right? Like, "Opt-in to get my presentation from Funnel Hacking Live." They opt-in. Cool. I just emailed it to you. That's gift number one. Gift number two, though, gift number two is this web class you need to go register for right now. And then they register down below, and boom, now they're in the webinar funnel. Right? And so anyway, I'm just freaking out excited. And it was so simple, but it's something I've forgotten about. And it's coming back to these ebook bridge funnels, or these content bridge funnels, or these one-pager bridge funnels. Let me do a test today. We're going to build one out for a one-pager. We'll say, "Hey, opt-in here to get the one-pager on my top webinar hacks. They opt-in, boom, "Hey, the one-pagers in your email. Go check it out." And then the second gift is the web class. Right? And just keep this process happening over and over and over and over and over again. So anyway, I'm hoping that it does as good as I think it will. I think it will. I'm going to have six of these rolling out in the next seven days, so if you follow my ads and hopefully you do, you'll start seeing them. And I recommend going through the process, funnel hacking, and watching slowly. They're simple two-page funnels that lead to our webinar. And then, the email sequence pushes people to click funnels as well as the webinar. So anyway, highly recommend watching it. I'll report back on how it does, but I think it's going to open up a whole new world of customers and buyers and just exciting things for us. So I'm excited for it. I appreciate you guys listening. Hope you all are doing amazing, and we'll talk to you soon. All right. Bye, everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

Listen in as Russell answers marketing questions during a recent live episode on Clubhouse. To be on the next Marketing Secrets Live episode, register at ClubHouseWithRussell.com Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Russell Brunson: What's up everybody. It's Russell Brunson. Welcome back to Marketing Secrets Podcast. Today, I'm going to be letting you guys listen into a live Q&A I did on a recent Marketing Secrets Live Show. If you're not yet part of the Marketing Secrets Live Show, it's a live version of this podcast where I hang out and answer questions live, and it's so much fun. We usually do them about once a week. And if you want to be a part of the next one, go to clubhousewithrussell.com, go and register, and that way you'll be notified the next time I go live. With that said, I'm going to jump into Q&A and hopefully one of your questions is answered. If not, make sure you come on the next live show. So what we're going to do now, we're going to spend 15 minutes or so opening up for Q&As for any of you guys, have any questions. So Yhennifer, do you want to walk people and me through the process of how we're going to be doing the next step of the podcast? Yhennifer: Yes, awesome. All right, guys, I'm going to bring up five people. So just make sure that if you want to speak, if you have a question, just hit the little raising the hand button in the bottom and we'll bring you guys up. As you come on here, make sure that you mute your microphone. So that way there's no background noise in the back. And let's see, we're going to bring some people on here. All right, we've got a few people here that want to join. There we go. All right, make sure you guys mute yourselves. First, we're going to have Carolina. Carolina, welcome to the club, to the room today. We're so excited to have you here. I know you are a mentor in the Spanish world and also a 2 Comma Club award winner. So what questions do you have for Russell? How do you want to contribute to this conversation? Carolina: Hey Russell and Yhennifer, thank you so much for this room. It's been amazing. I was taking notes from everything everyone said, so thank you so much. Russell: So good to hear from you. Carolina: Yeah, it's always good to hear from you Russell. I hope I can make it to FunnelHacking in September. I hope they let me travel. Russell: You just got to sneak out. There's always a way. Carolina: I know. Our country is still not allowing us to travel for leisure, just emergencies, but I will say it's an emergency. Russell: This is an emergency. FunnelHacking Live is a huge emergency. Carolina: I agree. I wanted to ask you just about, maybe not related necessarily to the marketing secrets mentioned today, but just there's a huge community in Latin America, Spain who love ClickFunnels, who love you. And they keep asking me when is ClickFunnels going to be available in Spanish, but also your books. I guess that's my biggest question. Do you guys have any plans for expansion to the Spanish speaking markets? I'd love to hear that from you Russell. Thank you so much. Russell: Yeah, that's a great question. The answer is yes, emphatically yes. Next year will be our year of internationalization. That's how you say that, right? We had to do a lot of coding on the ClickFunnels platform to make it so that we can start translating quickly into languages. And that part of the process is actually finished. So we do have translators. In fact, Spanish is the first language that's been translated. The way it works, this is actually kind of cool for the non-techie guys like me when I learned how it works, is they had to go through the whole software and basically any place that there's a sentence or a phrase or something, they had to go and write code around it and say like, this is the phrase, and this is the thing, right? And so obviously there's a lot of places that happens. And then what happens now, it makes this database where it shows all the sentences, the phrases, the words, the paragraphs, all the stuff. And the translators go in and just retranslate every single thing. And then now we can click a button and it just changes the language across the whole platform and makes sure that the translations are correct. So we do have a team right now doing the Spanish one and making sure that, obviously, not just a direct translation, but one that makes sense. So that's kind of been happening. My guess is shortly after FunnelHacking Live is when we'll be rolling out that inside the ClickFunnels platform, which is exciting. And then we're trying to plug in other languages as well. So that's that. On the books. Yes, I'm learning about publishers and contracts and things like that because one of my friends, Sharon Lechter, if you guys know her. She was one of the co-authors of Rich Dad, Poor Dad. She also wrote, or did the first version of Outwitting The Devil, which is one of my favorite books of all time. And it was interesting because Outwitting The Devil's already in 40 languages. I'm like, how did you do that? And she's like, when I signed the contract, I kept the international rights and I was able to go and quickly do it across the board. Unfortunately I didn't do that with mine because I didn't know that was a thing. So I've been working with our publishers to see how we can speed up the timeline. I know there's translations happening in four or five languages right now, but the process is slower than I thought or imagined. As you know, you messaged me the day, the original version of Dotcom Secrets and Expert Secrets are in four or five languages, but it's the older version. And so we're doing all the new updated ones right now. In fact, I got one the other day. I can't remember if it was Vietnamese or something. It was really cool. So yes, they're in process. I wish it was going faster. I'm trying to work with the publishers to figure out a way to move faster on all of it because I agree that's our next big thing for next year is to be able to rebuild all of our funnels in Spanish with the Spanish versions and different languages. And then also have the platform being able to handle that from the languaging inside, but also local merchant accounts that work in different countries because they don't all work in every single country, and then having support teams in each country as well. So we're working on it. It's a bigger process than we had planned initially. But next year is the year that we're trying to get as much of that done as possible. There's the goal. Carolina: Awesome. Thank you Russell. And hopefully, maybe even some of your courses like adding subtitles and stuff like that, that would be really neat as well. Maybe 2023, I don't know. Russell: Let's do it. There was actually, it's funny, there was a company that came out that was doing that, where they would take a YouTube channel or a video contract courses and you give it to them and they'd retranslate the whole thing. And we were about to hire them and they went out of business right when we were about to hire him. So if you want to start that company, let me know and we can start dropping everything. Literally it was really cool, you give me your YouTube channel. They go through scrape it all, rewrite it all, and launch the Spanish version or the French version or the German version. Anyway, yeah, if someone wants to start that company, I will give you money to do that for me. Yhennifer: You heard it first here. Carolina, such a great idea. Spanish market, here we come. Our Spanish people need some of ClickFunnels Russell. Carolina: I'll talk to some people. I'll talk to some people and reach out to you. Russell: All right, awesome. Yhennifer: Awesome. Thank you, Carolina for being here. Next up is Christine. She's a social media specialist, content creator. She manages social media platforms. Christine, the mic is all yours. Christine: Hi, I'm Christine and I'm in Dallas, Texas. And unfortunately Russell, I had never heard of you until I met Nikki Nicole. And she is teaching in a room here, excuse me, on a book that you have, Dotcom Secrets. Russell: Okay, very cool. Christine: Yes, exactly. So now I'm in a room with you. Russell: Welcome to the room. Glad to be hanging out. Christine: Thank you. And so I have ordered the book. Russell: Mm-hmm (affirmative). Christine: All right. That she's training out of, and I'm waiting for the forms and everything to come. What would you say to me is one of the most important item in the book that you would like to make sure that she lets us know in training from your book? Russell: As she's training? Oh man. Well, the Dotcom Secrets book. That's the first book I ever wrote. It's by far the one that's my favorite. Everyone's got their favorite one, but that's my favorite one. I think the biggest thing is really understanding the customer journey. That's where I think funnels and all the things we do today are based on that. Most businesses I go into, they're very much like they have a product, they sell the customer the product, and that's the business. I would say the majority of business, that's the way they look at things. Whereas the thing that I've geeked out on for the last two decades of my life is the customer journey. Someone comes in, what's the first thing, and what's the second thing, where do we take them? And how do we move them? And where do we send them to? And how do we serve them at the highest level? And I think a lot of times business owners are scared. Like, well, if I, if I give them an upsell, if I sell them something else, or if I move them from step one to step two they're going to be offended or whatever. It's like, if you realize that the products and services and things you're creating, that's how you serve your audience, right? When you really believe that, then it's like, okay, how can I serve this person? They come into my world the very first time, right? Right now you've bought the book. You're going to get the book in the mail and now you're going to be into my funnel. And so you'll hear me talk about different things. I'm probably going to invite you to our 2 Comma Club live event that's happening next week right, because that'd be the next thing. And then after you experience that, then I'll invite you to come to FunnelHacking Live, our big event. Then from there we'll invite you to join our coaching program. Not because I'm a salesman trying to sell a bunch of stuff, but because I honestly believe, and I've seen as we've taken people on this journey, this is the process and the path that gets people success the fastest. And so I think as you're going through the book, realizing that this is about serving at a higher level. That's the whole key. That's what funnels are about. That's what ascension, that's what value ladders, that's what all these things are about is figuring out how to serve your people at the highest level. And I always tell entrepreneurs, I believe that if you felt that entrepreneurial call and you're starting a business or you're trying to, or whatever, wherever you are in the process, that call is literally a calling from God. Where he's saying, look, there's a group of people you've been called to serve. I've given you unique talents and abilities and things that you can do. And your job is to go figure out how can I take these talents and I can serve these people. And so the Dotcom Secrets book is going to help you with, okay, now that I've found these people, how do I find them? How do I move them? How do I actually serve them at the highest level possible? So that's what I would say is looking through business with that lens, as opposed to, what most businesses are, which is write out your business plan and things like that. It's like, no, how do I serve my customers at a level that nobody else has done yet? And then I can change their lives. And that's how you actually grow a business. So I hope that helps. Christine: Thank you so much. And so what I got from it to just make sure that you stick with the process to ensure that you're going to make it to the end, is what I'm hearing. Russell: Definitely. Christine: Well, you can thank Nikki Nicole for bringing your book to her room. And just know that I appreciate you both because I'm hanging in there. Thank you. Russell: That's awesome. Thanks so much. Yhennifer: Thank you Christine for being here. Russell, you got people reading your books in other rooms here in Clubhouse. Russell: I love it. Yhennifer: That is amazing. Russell: Tell Nikki thank you. That's amazing. Yhennifer: Yes, awesome. Stephanie, you're up. She's a homeschool mama turned seven figure digital marketing agency owner. Also a coach. Welcome, Stephanie. What is your question for Russell or contribution to the conversation? Stephanie: What's up guys? Oh my gosh, I'm so excited to be here. Dude, okay, so I've been in the ClickFunnels world and the Russell Brunson world for a long time now. And I have watched you journey through your entrepreneurial journey, and it's just been absolutely incredible. And so, as you were just talking about serving your people at the highest level possible and recognizing the calling from God in your life to reach a certain people group, I've seen in your journey that as you do that and you take hold of that more and more that you have also too worked really hard in your family in order to serve in your family at the highest level possible as well. And I've seen, as you're very transparent and you're vulnerable about it's a struggle as a parent who wants to be intentional with running a business where you want to kill it, you want to serve well, but you also too, don't want to leave your kids behind in the dust, right? And so why would we build a business to lose, I don't know, for me personally, they're the reason I started the business. And so I guess my question for you is, do you have any, you've got marketing secrets, but as you've built this business, oh, by the way, just plug for Russell's podcast. If you have not listened to the most recent uploads of the Roundtable of World Changers. Oh my gosh, that was so incredible. Russell: That was a fun one. Stephanie: Oh, it so incredible. And I keep going back and kind of relistening because the adventure that you took with your kids to go with Matt Maddix, and just kind of go out and just hear from kids that are younger and aspiring to these big dreams and everything, it was just incredible. So you guys go listen to those. But Russell, do you have anything, it doesn't have to be like super anything totally profound, but just for you, what are some of the secrets you've found between managing serving well in your business and serving your family well and loving them well? Russell: Oh, such a good question. And it's interesting. It's probably not for everybody, but for me business is way easier for me than being a dad. Being a dad is hard and it's emotional. And so it's tough because by default I'm like, I could deal with these things where I can like, oh, business leads, I'll slide over here and do business. And I think that a lot of us have those problems. We have our things that we're really, really good at and then we have things we struggle with, and we always slip to the thing that's going to be the easiest. But man, like every morning I wake up and I love driving my kids to school. I love being there in the morning when they're getting breakfast, and helping them, and just being around them. And try to pay attention to them. And then I go to work. And at the end of the day, I got to come back because I know they're going to be there. And so I try when my kids are at home, I want to be home as much as possible too. But it's definitely, it's this mental war that all of us have. In fact, I think you know this, I'm in the middle of writing my fourth book right now. And one of the fascinating things, and I found this stat somewhere, and when I found it I was like, oh my gosh, I realized so many reasons why I struggle with things now. But basically the stat was like, the human brain, I think, weighs three pounds. But 25% of our calories are burned by our brain. In fact, Joe McCall, I think he's down in the group down below, he sent me an article after I mentioned that at the FHAT event. He said that it was an article, I'll mess with the stats, but it showed like chess players who play these chess tournaments, when they're sitting there just moving pieces around, but their brain's working so hard. They'll lose like 20 pounds in a week playing chess at a, at a chess tournament. That's how much our brain is doing. So our brain is burning all these calories and it's tired. So our brain's like I've got two options, I can go work really hard and do this thing or I can find the easiest path. So our brain's always looking for the easiest path. So for me, it's like, okay, my teenage son is driving me nuts. He's insane. And it's like, I got to go deal with this or I can just go in the office and write a webinar, right? And so for me my brain's like, oh, webinars are way easier. You've done it a million times. It's easier for it to slack off and go there as opposed to confront the situation. Now, as I'm more and more aware of this, I'm looking at this debate with my brain and it's like, no, this is more important because my son, even though he's driving me insane, there's a window where I can like do something here. And if I slip back and go to the easier route, I'm going to miss that window and it's going to be gone. And so just being more aware of that, I think where we realize that our brain wants to do whatever's easiest. And for me, as much as I love my wife and five kids, it's not the easiest path for me. The easiest path is by far business. For whatever reason, I got good at it. So it's the easiest path. And so it's looking at that and saying, don't always default to the easiest thing, default to the most important thing. And I have a quote that I share all the time is from David O. McKay, says, "That no success can compensate for failure in the home." And I think about that a lot where it's just like, oh, I can go and do this thing that will be so easy. And I'll make more success and all my fans and followers will think I'm awesome. Or it's like, I can have this hard conversation with my kids and I can help them. Or I can go take them to the homeless shelter. Or I can leave everyday at three o'clock and go to wrestling practice with them because I need to be there for them. And that's more important than me stroking my own ego, right, and getting the, you know. I don't know, it's not a perfect science and I mess up a lot. I'm sure my kids will tell you stories someday about how, as parents are, but I try the best I can. I think the big things is just understanding that the easiest thing's not always the best thing, and understanding that again, no success can compensate for failure in the home. So don't forget the family. Especially for, like Stephanie you mentioned, most of us got in this business because it's like, I want to spend more time with my kids. I want to help. And that's how we got started. And then we got the adrenaline rush and the high from success. And you want to keep defaulting to that because it feels good. And I've seen so many families and marriages destroyed in the wake of success, which is like the worst thing, right? What's the point of it at all at that point> so it's remembering those things so that you don't, in fact, what's the quote? There's some quote that's like, what profit the man if he gains the whole world, if he loses his own soul? I hear that. And I'm like, oh, yeah, I don't want to lose that. Stephanie: Ah, that's so powerful. Thank you so much. I appreciate it. And thank you for just journeying out loud Russell. Just from all of us to you, thank you. Russell: No worries. Thank you. And for anyone who's got kids, it is hard. So don't think, someone the other day told me, it's got to be so nice to have the perfect family and perfect life. I started laughing. Like, are you kidding me? I was telling him, like two months ago I was about to, I didn't tell him, I won't repeat the details on recording, but it's tough, but it's amazing. Yhennifer: That was so good. So Russell, you see everybody like flashing their mics. That's equivalent to like clapping. So everybody's like clapping. Russell: Thanks for clapping guys, that's exciting. Yhennifer: Yeah, that's a Clubhouse thing. Russell: I'm learning the ways. Yhennifer: If you see me and Stephanie, were like clapping away and kind of cheering you on on the things that you're saying here. Family is so important and that was so good. And we do appreciate you sharing your journey, like Stephanie mentioned. Awesome. Thank you Stephanie for being here. Up next, Yasim. She's an Instagram expert. What question do you have for Russell? Take it away. Yasim: Thank you, Yhennifer and Russell. What an honor to be speaking to you. I am a huge, huge fan. And just actually before I ask you the question, how you mentioned about family, to me, you are not just a marketing expert, but for me you are one of the biggest ambassadors of women because I have never heard you speak about marketing before you start your sentence with this happened thanks to my beautiful wife. Every single time, you always honor Colette. Every single time, whether I listen to you at that ClickFunnels Live, or it's a podcast or a blog post. And I hit the fortune to meet Colette because I was so curious after hearing about her, and she's a beautiful being. And we know that you mean it with all of your heart. I am single, and I can tell you, I think for all of us single women in the world, you are giving us so much hope and you are modeling such a beautiful way of behavior. So wanted to thank you for that, first of all. Russell: Thank you, I appreciate that. Yasim: That comes from all of my heart. Russell, did you think of actually crowdsourcing this international thing? Because I'm one of your fans, and I know you have fans all over the world. I speak five languages. I would be very happy to help you just to help you. Russell: Oh, very cool. I hadn't thought through that, but maybe as we get closer. We're still trying to figure out all the details of it. So that's great to know. And maybe you can do all the work for all the languages if you've got five. I barely speak English right. Yasim: Thank you. Yeah. I've been in touch with John Parker because I had met him also in ClickFunnels Live. So I can just mention it to him. But yeah, just I thought in your community I'm sure you have people from all the languages. So now my question is, and I'm embarrassed to ask this question because I have been in your world and doing your trainings for a while, but I am only now since few weeks starting the webinar journey myself. And I know you were telling us to start it a lot earlier and I'm embarrassed. I did not. But anyway, I'm watching the trainings and reading the book again. And the one part I'm really unclear about is how do you make the distinction between your origin story and the vehicle? In case it's more clear, I teach about Instagram. So I tell in my origin story that I tried to learn it from the free videos and then I watched online recordings. But social media algorithms change so quickly that you cannot learn this by watching a prerecorded video. You literally need to have live coaching, and that's what I do. But for me, that's the origin story and the vehicle. If you can please help me make the distinction, I would very much appreciate it, thank you. Russell: Yeah, definitely. In fact, at the FHAT event we did this week, I spent probably 15 minutes on a slide trying to explain that because I've had that question a lot. And I explained it and people were like, I finally understand after all these years. So that was cool. So I wish I had the slide in front of me so I can remember exactly how I said it. The answer is you do the webinar and the first part is the origin story about how you discovered the framework, right? I went through this process, I discovered the framework, and this is the framework, right? So for me, it's called FunnelHacking. And then secret number one is now I'm going to show you guys how I developed it. So the origin story is the discovery of the framework. And secret number one is the story about how you developed it, right? So if you look at mine, it's like, a discovery of the framework was me funnel hacking, right? So I went and I bought… it’s me showing the Neuracel funnel, right, so I bought this, and I funnel hacked, and I saw the thing, and I launched my own funnel, and oh my gosh, it made a bunch of money. So that's showing this is how I discovered the framework of funnel hacking. Now here's me how, oh, what's the word again? Discovery of the framework's the first one, and then the development of it, right? So then I come back. Here's how I develop it. The first thing, Tony Robbins told me this. And then I had this over here, and I had this over here, and then I actually teach the strategies. So then step one, this is step two, step three, step four, and you teach the actual strategy. So that's the big differences. It's a little nuanced, but it's origin story's here. Here's the origin story of the framework and how I discovered it. And then this is the origin story of how I developed it. And then you actually teach the strategy in that secret number one. Does that make sense? Yasim: So are you telling a different story for both of those? Because I understand the distinction between the strategies, but I have difficulties creating a different story for the two of them. Russell: Yeah. They are different stories for me. So again, the one is how you discovered it. How I bumped in like, oh, I had the epiphany of, oh, this is the framework and this is kind of the result of it. So I don't go deep into it there. And the second one's now like, okay, now as I was discovering it, let me walk you through how I actually developed this. The first thing I do when I'm developing is I did this, I studied this. It's like the second tier. It's like going deeper in on the story, right? The first one's I discovered, and then here's how I actually developed it. Yasim: Oh, got it. So like you say, this is how I discovered it, and now we are moving on to the secret, secret number one. And that's how you make the liaison, so to speak. Is that correct? Russell: Yep. Because they're tied together. So the first thing, you show your story, how you discovered it. And then like, oh cool, this is awesome. And I was like, okay, now we're going to get to teaching. Step number one, secret number one. And then now I'm going to show you, tell the story of how I developed it. Yep. Yasim: Thank you so much, Russell. This is Yasim, the lady in orange, red. I'm definitely reaching out to you to offer my help with everything because you are awesome. Your teachings are awesome. And the love you always show to your wife and your kids, you are not only a leader in marketing, but you are literally a leader for love, women. I love you with all of my heart, Russell. Russell: Thank you so much, I appreciate that. Yhennifer: Awesome. A shout out to Colette, right? Shout out to Colette. Thank you so much, Yasim. And our last guest here, Ariel. Ariel is a marketing expert in the Spanish speaking world as well. Also an award winner here in the ClickFunnels community. So Ariel, what is your question or what do you want to share here with Russell? Ariel: I do have a question for Russell. Hey Russell, how you doing? Russell: What's up man? Good to hear from you. How you been? Ariel: Good to hear, good. Very good. Very good. I listened to Carolina before, and I say to all the community in Spanish, we are working very hard to bring the first 150,000 Argentinian users to ClickFunnels this year. Really, really, really good to see you here in Clubhouse and hear you, and I'll see you soon. Russell: Yeah. Ariel's been a huge help on our side getting the international stuff. Will you do me a favor? Ariel: Of course. Russell: Will you tell people the story about how you found out about our community? Because I think it's really interesting. Ariel: In Spanish. Russell: The Dotcom Secrets book, how you found that. Ariel: I meet Russell in a plane. A customer called me from United States, and I need to take a plane to Miami. And they found the book. I lose my ticket and I can't fly on business like almost every flight. And I was a tourist. And I found Dotcom Secrets in the pocket of my front seat. Russell: Somebody left the book in the pocket and he found it in the pocket of the seat as he was flying. Ariel: Yeah. That means two things. The planes never are very clean. No, was a great discovery. And I fall in love with you, ClickFunnels, the community, the books, and start that relationship with you and all the ClickFunnels team til now. So was great. Was great discovered the book in 2000, what, 17? Russell: Yeah, probably about then. Ariel: Yeah. Russell: Anyway, I hope that was a crazy story. And then since then he's won 2 Comma Club, 2 Comma Club X, 2 Comma Club C awards and about a million other things. So we are grateful for you and having you in our community, especially your help with all the internationalization stuff we're doing together. Ariel: Thank you. And we will broke again another award. So we have two, maybe 2 Comma Club X this year. And again, the 2 Comma Club C. Will be amazing to give a hug in the stage again. Russell: Excited to see you again soon. Ariel: Thank you, Russell. Yhennifer: That's awesome. Ariel: Thank you Yhennifer, thank you. Yhennifer: Yeah, you're welcome. Congratulations. And we're excited to see you at FunnelHacking Live. I want to reset the room one more time before we close out this episode. Want to remind you guys that we are recording. Also, please click the green little house at the top, the Marketing Secrets Live house so that you can get, excuse me, club so that you didn't get a notification when Russell goes live again. If you loved this information, go onto your social channels and let us know how much fun you had here as well in this live. And Russell back to you. Russell: Awesome. Well thank you Yhennifer for helping. Thank you everyone for hanging out today. That was fun. As long as you keeps showing up and keep having a good time, we'll keep doing these. If you want to hear the recording, this stuff later, it will be on the Marketing Secrets Podcast. Just make sure you go to iTunes or Spotify or wherever you listen to podcasts and subscribe. And other than that, thanks you guys for hanging out. I had a good time. Thank you Yhennifer. Thank you for everyone on our team who helped put this together today. And with that said, we'll see you guys, hopefully all at FunnelHacking live. We're 105 days away from it starting. If you don't have your tickets yet, go to funnelhackinglive.com. The party is happening. We're going to be in person, we're having a good time, and we want to make sure you guys are all there if you're able to be there. And other than that, thanks everybody. And we'll see you guys on the next Marketing Secrets Live Show. Learn more about your ad choices. Visit megaphone.fm/adchoices

On this episode of Marketing Secrets Live, Russell explains the big “ah-ha” he had during a recent FHAT (Funnel Hack-A-Thon) event. To be on the next Marketing Secrets Live episode, register at ClubHouseWithRussell.com Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- What's up everybody. This is Russell Brunson. Welcome back to the Marketing Secrets podcast. Again, this is episode number two from a recent Marketing Secrets live show. I've been doing more of these podcasts live and having so much fun with it. Hopefully you enjoyed the last one where you had a chance to hear some really cool marketing secrets from some of my friends. This episode, I'm actually going to go deeper into something that I've been geeking out on. And I've been thinking about, that I think you are really, really going to enjoy. What I'm going to cover in this episode is actually one of the big ahas I got from a recent event we ran. It was our first live event we've had in, man, in a year and a half, two years, crazy. And it was called the FAHD event, the Funnel Hackathon event. I share one of the big epiphanies that a lot of people had at the FAHD event. If you want to get on our next Marketing Secrets Live show and get your questions answered live and hang out with us, make sure to go to clubhousewithrussell.com, go register for the clubhouse and you'll be notified the next time I go live. All right. Well, I'm excited. Typically, when I record the Marketing Secrets podcast it's me on my phone clicking record and talking. That's what's going to happen for the next 15 minutes or so, it's just sharing you guys the biggest thing that's on my mind right now. And so this week we actually did our very first live event since COVID, which was amazing. Here in our office we have an event room that holds about 60 people and so we did an event. The event is called the FHAT event, and it's not F-A-T, like overweight people who eat donuts and stuff for two days, it was the Funnel Hackathon. So Funnel Hackathon F-H-A-T. So they all nicknamed it the FHAT event. And this is an event we used to do. Four years ago was actually the very first FHAT event we ever did. And it was helping people to figure out their messaging, their story. And then we actually built out a webinar presentation with everybody in the audience, and we did it four years ago. And if you see inside of ClickFunnels community, some of the people who have had the biggest, most successful webinars, people that a lot of seven, a few eight, and a couple of nine figure earners who were in that room at the time, who crafted the webinar that went on to build out their entire businesses and their followings based on that. And so we did it once and then we ran versions of the FHAT event three or four times afterwards. And then, you know, when things work really good, like a lot of us business owners and marketers do, we stopped doing it. So we stopped doing it. I think I was tired of doing the live events. We kind of just paused it and didn't do it for a couple years. And recently I got excited and I'd been working on webinars and frameworks and just things like that. And I was like, I want to do the FHAT event again. And so we put it together. We invited some of our inner circle and some of our Two Comma Club X coaching students to come to it. And we had about 60 people in the office here in Boise the last two days, and then four or 500 people watching from home and it was amazing. It was two days and it was cool because we had a chance, it wasn't just like strategically teaching, like, oh, here's the strategic concepts, but it was very tactical, like, okay, here's slide number one, let me explain the strategy. On slide number one, this is what we do, why we do it, how we do it. And then everyone would jump in and they'd actually build out slide number one. Then we do slide number two, three, and we build out the entire presentation. So it was cool because when it was finished, everybody had a presentation that's done. They can go and they can actually use it to sell their stuff. And so that was what's happening the last two days. So obviously this is what's been top of my mind. And the last day of the event we went around the room and had everyone share their biggest aha and their biggest takeaway. And what was interesting to me is that the thing that came up the most often, that was people's biggest aha was something that I was kind of confused. I didn't realize that it was going to be even that big of a deal, and it was interesting. So before I share what that is if you know how the Perfect Webinar Framework works that we teach, right? When somebody comes on a webinar, first, we have an introduction. From there we share the origin story about how we discovered our framework, and then we have secret one, two, and three. Secret number one, you teach the strategy behind the framework. Secret number two, you teach the strategy behind the internal false belief they're going to have about the framework. Secret number three, you teach the external, false belief that they may have about their ability to use the framework. And then you transition to the stack and the closes. And that's kind of the Perfect Webinar framework, right? If you don't know how it works, if you go to perfectwebinar.com, seven bucks, you can buy the framework and the training that shows you the process. Or read the Expert Secrets book. I go into excruciating detail in that book, walking through the process as well. And so that's kind of, real quick overview of the framework for those who don't know it. Those who have gone through my stuff, you understand how the framework works. And the biggest takeaway people kept saying was fascinating was after they would introduce the webinar, they transitioned to their origin story. And what people were doing is they were just telling their origin story. Like, here's how I became me. Right? And they're telling their origin story. And even people who had really successful webinars, that's what they were doing. And when I kind of rebroke it down, slide by slide, I showed them that it wasn't just the origin story of themself that they're sharing, yet that's what most people were doing. It's the origin story about how you discovered the framework that you're actually teaching on the webinar. So for example, if you watch the webinar that we used to launch ClickFunnels, the framework that I'm teaching is this framework of funnel hacking, of how we find successful funnels. We look at them and reverse engineer them and we build our own funnels. That's the framework that I'm teaching. And so the framework, the origin story I'm sharing is not the origin story about, you know, how I met my wife or the origin story about how I started the business, that's not the origin story I'm sharing. Yet that seemed like for most of the people who were there, they've been sharing their origin story just about their life. Like, I was born on a cold winter night in blah, blah, you know, whatever, like they're telling their story, as opposed to it's the specific story about your discovery of the framework. Like, how did you actually find that framework? That's the story that's being told. Because when you do that, that then gives people the desire to go deeper on the framework. And so when we were building out everyone's webinar, the very first step we did with everyone is, okay with this webinar, there's a result you are promising. What is the result that everyone's, if they go through this 90 minute presentation with you, what's the result that they should be able to get? And so every business was different. There's some people there in the weight loss market, so I'm going to show you how to get six pack abs, how to make a million bucks or how to speed read, or you know, whatever the person, the result they had. And so it became super clear. What's the result? And the second question was, what are all of the things that people are currently doing to try to get that result? Like if someone's registering for your webinar it's probably not the first time they've like, oh, I want to lose weight. I want to make money. In fact, Kaelin Poulin said that the average woman goes through eight diets a year. So almost every month they're starting a new diet, so when they come and they register for your weight loss webinar this is not the first time. They've tried eight other vehicles this year to try to get that one result. And so that's the key is, first off, what's the big result you're promising? What are the other vehicles people are trying to use right now currently to get that result? And this webinar is about what is the new opportunity? What's the new vehicle that you're trying to show them? And so that first origin story is literally telling your story about how you've tried these other vehicles too. I tried this, I tried this, none of these things worked. And that's when this thing happened. Either I had an epiphany or I had an inspiration from God, or I met somebody and they gave me this nugget, this piece, this thing. And that's how I discovered this framework. And this framework is a new opportunity. It's the vehicle, it's a different way to get that result than all the things you've tried in the past. And this is how I found it and why it worked. So that original story, that first 15 minutes of your presentation is you're telling that story of how you discovered this framework. And that's the thing that gets the desire for them to like, okay, now I want to dive into secret one, secret two, secret three, and moving through the stack and the close and the rest of the presentation. And so again, there are probably four or five other people in the room that, that was their biggest takeaway was I always thought the origin story was just telling my story, but it's not. It's the origin story of how you discovered this framework, this vehicle, whatever you want to call it, the new opportunity that you are using to get someone the result that they've been trying to get through all the other things they've been trying in the past. And when they discover that and they hear your story about how you discovered it, all of a sudden, it's like, oh my gosh, now I get it. Now I got to figure this out because you're right. I've tried all these other vehicles. I've tried all these other ways to lose weight, or to make money or to whatever. So you're sharing those. And then this is the discovery that I found, the new opportunity, the thing that's different. And now they're intrigued, and now they're going to go through the actual teaching part of your presentation. So that's what I wanted to share with you guys is just understanding that the origin story is the origin story of your discovery, of the framework that you're going to be sharing with them during the presentation. And so hopefully that helps. And as you guys are creating your presentations again, anything you're trying to sell. In fact, I learned this originally from Perry who was on a little bit earlier, he said that, I think it was back when he was running Digital Marketer. It was like, they looked at all their old sales videos and their ads and stuff like that and anytime in an ad, they tried to convince somebody of more than one thing, the conversions dropped in like half. If they tried to convince them of two things it dropped like 100%, two to 300%. And so when you're creating your presentation, the only thing you're trying to do is get somebody to believe that this framework you're sharing is the best way for them to get the result that they're trying to get. That's the entire goal of the presentation. And so we understand that it's like, okay, what is the result I'm trying to get somebody? What are the other things they've been trying to get? And then this is the key. This is the framework that's going to get them that result. So that's what I wanted to share with you guys today, as you are crafting your sales presentations, it works for webinars, it works with video sales letters, works for upsell offers, works for your ads, works for everything you're doing, it's like that framework, that concept is the same. Sharing the origin story about how you discovered the actual framework. Learn more about your ad choices. Visit megaphone.fm/adchoices

On this episode of Marketing Secrets Live, Russell brings on some of his best marketing friends and asked each of them to share their biggest marketing secret! You don’t want to miss out on this valuable info! Register for the next LIVE episode at ClubHouseWithRussell.com Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Russell Brunson: What's up everybody. This is Russell Brunson. Welcome back to The Marketing Secrets podcast. I've got something special for you guys for the next three episodes. Some of you guys know we've been recently doing the Marketing Secrets Live show because as much as I love recording podcasts, it's kind of fun when I do the live versions, which means there's different energy people come on and they ask the questions. It's awesome. So recently we did a Marketing Series Live show, and if you want to be on the next one we do, make sure go to Clubhouse with Russell.com, Clubhouse with Russell.com. When you go there, you can subscribe to the Marketing Secrets Live Clubhouse group. And then when I go live, you get notified. It is on the Clubhouse app, but it's fun because it pops up, we can talk, you have to just hangout, I bring a special guest, and then I talk for a while and then we do Q&A at the end. And so some of you guys have had chance to hang out with me and get your live questions answered and so much fun. So if you want to be part of that, all you've got to do is go to Clubhouse with Russell.com, it's free and we record these things live. So the last one we did, it was a little over an hour long. The first section I brought in some of my friends and guests and asked them what their biggest marketing secret was. And these guys dropped gold. Like it was so good. In fact, one of them completely changed how I'm doing one of my funnels because of just one idea. It was amazing. And then after that I talked about some cool things I'm interested in, and then we opened Q&A. So I'm going take that live episode, we're going to break it out over three episodes. And so this first one is going to be where you have a chance to listen to some of my friends coming and sharing their biggest marketing secret. So with that said, I'm going to jump right into the podcast. You have chance to listen in. And like I said, if you want to be on the next one, go to Clubhouse with Russell.com, go sign up. Right now they're kind of sporadic. We'll probably find a date and a time that's consistent, but the format I'm really liking. So it starts off with people coming on, sharing their number one marketing secret, then I share the thing I'm most excited by, and then I open it with Q&A. So make sure you have the live ones. With that said I'm excited to let you guys kind of jump right in here to the last Marketing Secrets Live Show we do. All right everybody, I want to officially welcome you to Marketing Secrets Live Show. I'm so excited to have you all here. This is really fun doing it on Clubhouse. I've got five special guests who have agreed to come on today and share their biggest marketing secret before we dive into the actual podcast episode. And so I'm really excited to have you guys all on for that. In fact, one of them is the dude who actually told me to join Clubhouse back when it first came out. And so, I'll let you see him here in a minute, but I wanted to lead first off with Anthony Morrison. So Anthony is someone who I have known now for... Before he knew me, I guarantee I used to watch him on infomercials. I remember the very first time I saw him, we were at some event and he was sitting at the table with all the cool kids and I was on the table next to him with none of the cool kids, and I was like, "Someday, I'm going to meet that guy, we're going to be friends. It's going to be awesome." And now, I think he's won like 2000 Two Comma Club awards from us. He's one of the people that has been a huge supporter since day one, super grateful for him. He's one of our... In fact, I think he is the top affiliate inside of ClickFunnels right now. And not only top affiliate, but again, if you can see even his profile picture here on Clubhouse, he's won pretty much every award we've gotten four or five or 20 times. So with that said, Anthony Morrison, how are you doing today, bud? Anthony Morrison: What's up, man? What's up? I'm doing good. How about you? Russell: I'm doing awesome. I'm having fun trying to do a podcast live. So this is kind of a cool process. But I know you're short on time, so what I would love is, obviously the podcast is called the Marketing Secret Show, and I would love for you to share whatever your biggest marketing secret is right now inside your businesses having success. And with that, I'll hand it over to you. Anthony: Yeah, absolutely. I mean, look, I've got a few things obviously that I'm working on, and I think trying to pick which one is always my thing, right? Like, "Which one is going to give the most value to the people listening here?" And I think maybe for me, it's probably still kind of going back to... I know a lot of people, Russel, that are following you, that are part of the ClickFunnels community. I mean, most all of them are creating a product, they're creating their own informational product, they want to get it out to the world and they're using funnels to make that happen. And so I'll tell you my most successful funnel. How about that? Would that'd be good? Russell: Yeah, that'd be awesome. Anthony: Okay. My most successful funnel for the past three years, and it's interesting because some of the guys up here with me, I know Perry, Keyala, Kevin, these guys have also been kind of instrumental in giving me tips and strategies and stuff for the last three years that I've implemented in this funnel. But it's a funnel that sells a product for seven bucks. So it's kind of against the grain. I know that we often hear so much about how we always want to sell for more, sell at a higher price, make higher ticket sales. For me, what I did was I kind of went against the grain and I created a $7 product. It's called Partner With Anthony. I don't suggest any of you go and buy it, but you can go look at the sales page and check it out and see how we've set it up. But the cool thing about this is that I started thinking about how Russell set up these funnels, right? And it's with the intent of the minute that somebody hits this page, we want to essentially funnel them, right? Into becoming a buyer. Right? And so what I thought about, Russell, was why do we stop the funnel there? Why can't the education also be a funnel? Why can't we have an educational funnel so that once they buy through your sales funnel, your education also becomes a sales funnel. And so what we did with this product was we said, "Hey look, let's get as many people as we can into our ecosystem by selling something for seven bucks. And then once people get into the education, once they're in this educational platform, let's create the education in a way that kind of is broken down almost like you would do..." I mean look, you do this at Funnel Hacking Live, and I know everybody else that does events, you do this long three-day event. And at the of that event, there's a sale. But all the information in the previous two and a half days was designed to help create the desire for people to buy that thing that's being sold. And so that's what I do inside of the education. The education is designed to create content for purpose. So that's what we really do. And the purpose is to deliver the value and on the promise that we made. So if we teach people, like in the Partner With Anthony program, we're teaching them to become affiliate marketers. We're showing them how to be affiliates, right? So we want to make sure that is up. You're not paying attention to everything you're hearing, because you're also looking for, "What's he going to sell me? What's the price going to be?" All that stuff. But when we transfer ourselves out of that and we put ourselves into the education that we've purchased, we let our guard down a little bit. We quit being so closed off. We quit looking for red flags. We quit looking for, "What's going to cost me this, and what's going to cost me that?" And we really start to consume the information that we've bought. And when you do that, when you have a person in that environment, it's much easier to sell them, right? Because they don't realize they're being sold, you're selling through education. And so that's what we do with this little $7 funnel. We push as many people as we can into this educational sales funnel, if you will. And throughout that education we sell, and a lot of people ask me, "Man, how am I the number one ClickFunnels affiliate?" I don't ever run specific promotions. You don't ever see an ad for me on Facebook that says, "Here, come buy ClickFunnels. It's awesome." It's always sold through education. That is how I've sold all of these ClickFunnels accounts. I'm selling through education, not necessarily through my sales funnel. And so Partner With Anthony is one of those things that allows me to sell ClickFunnels through my education. So I would say one of the things you ought to start looking at is don't stop your sales funnel at the end of the sales funnel. Just transfer that selling into your education and start creating this educational sales funnel, so that once somebody comes through, now you continue to sell through education. That funnel, man, is doing seven figures a month for our company at a $7 price point. It's actually more successful than pretty much any funnel I've ever run. And it's been successful on every platform. We find high ticket, low ticket, all these, they work in different platforms. I mean, we're able to have positive return on investment from Facebook, from YouTube ads, from YouTube Organic and pretty much anywhere and everywhere we promote it. So maybe just don't always look at the highest ticket item. If you really want to create a company and a business that's going to thrive and going to continue to grow, in my opinion anyway, you need buyer velocity. You need a lot of buyers. You need a lot of people coming into your ecosystem so that they're introduced not only to your brand, but also all of your products, and this little $7 funnel is how we're making it happen. Russell: That is awesome. I think it's interesting too, especially the way you do it because the education is not free, it's $7, but then inside of education, you recommending the tools and the things like that. And so I think some people may be nervous like, "Oh, well, what if they feel like I'm upselling them on the next info product?" Or whatever. But it's like, you're not only selling the info, but you're selling the tools that you need to implement the thing that they just learned. Right? Which I think is, it's fascinating to think Anthony: Think about in college, right? This always amazes me. So people always say, "Well, wait a minute, people are going to get mad when you sell them something." Well, I know people... Look, we all know this, if I go to your website, Russell and I click buy, and then right after I clicked buy and I put in my information, and then you have a little video that pops up and says, "But wait, you can upgrade and get all this better stuff." People are like, "Oh man, I'm so mad. Why didn't you just tell me everything upfront?" Right? We hear that, people don't love upsells. But here's what's interesting, when the upsell is within the education like this, and it's not positioned necessarily as an upsell, but more so as either an essential tool or an added benefit, something that can help you grow within this course, people don't feel the same way about it. And if you think about it, it's a lot like college, you pay all this money to go to college, the minute you sit down in a desk, they give you a list of all the books you've got to go buy and they charge you thousands of dollars for these books that are 20 years old. And then they say, "Hey, you've got to have a specific calculator, and you've got to..." And people go and buy all those things, and they're not mad at the college. They don't go screaming and hollering at the college saying, "You didn't tell me I needed a calculator and these books." You know what I'm saying? So, once it's something that you're using I guess to consume and implement the education that you've purchased, I think that that disdain for the upsells kind of fades a little bit and it becomes more of like, "Hey, I'm going to do this because I've already bought into this. So now I need to get all the tools, resources, and help that I can to make this work." Russell: Very cool. Well, awesome, man. I appreciate it, that's an awesome tip. We could teach the whole three-day course on that concept alone, but hopefully everyone who's listening like "There's a nugget, there's a marketing secret." That you guys can all look at as like, "How do I build a front education system that sends people to my other products and services or the ones I affiliate for, and then selling it for $7?" You can get as many people in as possible. It's awesome. So, thanks, man. I appreciate you sharing that marketing secret. Anthony: Absolutely man. Russell: Very cool. All right, with that said, we'll move on to our next guest. We've got five total here. So let me see, number two. Let's see. How about we bring on Kevin David. So Kevin, I actually met Kevin for the very first time at Funnel Hacking Live when he was on stage getting a Two Comma Club award. And then I met him the next year getting a Two Comma Club X award. And anyway, someone who's been just killing it. He's got a huge YouTube channel. He's got a bunch of other stuff, won a whole bunch of awards from us, dream car winner, a bunch of other things. With that said, Kevin, how are you doing today? Kevin David: Hey, what's up Russell? I just want to take a minute to appreciate Anthony's…. Okay. Awesome. I just said I wanted to appreciate Anthony's profile picture. For people who are on the podcast not seeing it, he's literally standing in front of every award that ClickFunnels has ever created. And it's just an epic picture. So I should repost that somewhere. But yeah, no, it's funny. I told the story a lot of times, Russell that... The first and only two times we've ever met in person were getting in to Comma Club and then me on stage telling you I'll be back next year for the eight figure award. And I actually forgot to apply for the 50,000,000 one. But maybe I'll get around to it this year. Russell: You better hurry. We're 105 days away from Funnel Hacking Live. So you've got a little time to get it in, but you've got to hurry. Kevin: Absolutely. Russell: Very cool. All right. So with that said, I'd love if you want to share your number one marketing secret with anyone who's listening right now. Be awesome. Kevin: Yeah, for sure. I mean, I'm going to give two, and I'm kind of going to assume that your audience is a little bit more advanced, right? For a lot of the introductory stuff, people can find it on YouTube and blogs and things like that, but kind of the stuff that's much more difficult to find is kind of the more advanced stuff that happens more so for the kind of marketers that are really doing things at a large level, spending millions of dollars and things like that. And so, I've talked to Anthony and many people about this, and a lot of the guys kind of coordinate and figure out what works and what doesn't. For me, I'm going to give two simple ones that are really immediately implementable. So on YouTube, you can actually do a variety of different types of targeting, right? You can do keywords, you can do in-markets, topics, and target specific things like that. A lot of people try to get super over complicated and put these huge thousand keyword lists into YouTube to target them. But what I've found is you can actually target people on YouTube from what they've searched on Google in the last seven days. And that's really, really powerful because in-stream marketing on YouTube is actually much cheaper than Google keyword marketing. And so instead of trying to get all fancy and do these big thousand keyword long tail lists, what we've found is literally just uploading a single keyword, one keyword literally, into those in-markets, excuse me, into those in-stream segments actually works extremely well. So for example, we might upload an entire audience as a one keyword list just for the word money. Another example is we've proven and found that the keyword "business business business", literally that word three times is actually 20X profitable for us. And it has been for years for whatever reason. And we found that just by putting the word "business" as a broad match keyword campaign, and then Google actually auto-populates multiple variants of that based on "business" and then adding "business business" three different times, even though that seems ridiculous, that particular keyword, "business business business", has made us tens of thousands of dollars over the course of however long we've been doing things. The second one that I'll give is kind of a little strategy for people that kind of run Typeform Funnels, or any type of funnels that have purchases. What we've found is instead of having just a single "Thank you" page, we actually differ… find people similar to those higher qualified leads, which just makes everything so much more profitable and so much more successful on paid media. Russell: Dude, that's awesome. Very cool. I lost some audio on my side for a second, but I got most of it though. That was awesome. Hopefully I don't... I think it was something on my phone, so I think everyone's got it. So very, very cool. Anything else you want to share with people before we move on? Kevin: I mean, not really. I just... Every time we get to talk, Russell, it's always an honor. You really helped me a lot. And so the people listening to Russell's podcast, you guys are listening to one of the best, if not the GOAT in marketing. So I just appreciate every time we get to connect brother. Russell: Very cool, man. I appreciate you. Well hopefully some day we'll hang out in real besides just on stage, but we'll see you in a couple of months on getting the next awards. Thanks so much, man. I appreciate you coming on. Kevin: Absolutely. Russell: Very cool. Hey Yhennifer, before we go onto the next guest, do you have any announcements that you want to make sure that... I'm sure I'm forgetting some of the things I'm supposed to be doing? So as a newbie Clubhouser, let me make sure I'm doing this right. Yhennifer: All right. Awesome. We're going to reset the room really quickly here. I just want to send a reminder to everyone that we're recording for the Marketing Secrets podcast. Also, you see that little plus sign at the bottom? Ping your friends, add some people into this room that you feel will get tons of value from this podcast episode. And one more thing, make sure that you click on that green little house, Marketing Secrets Live on the top of this room and follow the club for more episodes. Take it away, Russell. Russell: Awesome. Thank you, Yhennifer. Okay, our next guest, I'm excited to bring on. The next guest is someone who literally... I'm reading through the bio here. The first year of using ClickFunnels at over eight figures, multiple eight figures actually very first year, which is crazy, has gone on to do a whole bunch more cents then, and excited to bring our next guest. Who is Keyala. How are you doing man? Keyala: Whoa, buddy. We've never even met and you said my name right. Kudos to you my brother. Russell: I'm not going to lie, I'm a little nervous. I was making sure I got it correct. So I nailed huh? Keyala: You know that you did a good job, and first I just want to thank you for having me out. You have some all-stars on the stage and you even invited Perry too. Russell: Shots fired. Keyala: Shots fired. Yes. Perry Belcher: Remember, I know where you live. Keyala: That's a true story. All right. So marketing tip, Russell. I'm going to give something that's a little advanced, I think. Russell: Okay. Keyala: So the question most often, right? Is so when we... I started out, to give you some history, I started out as an affiliate marketer. And at the end of 2016, the last week of November, 2016, I launched our courses and coaching business, teaching people affiliate marketing, and within four months we got to seven figures a month. Over the next year and a half or so I had 80 million views on my top performing YouTube ad. So kind of the question that I get most often is how did I ramp up growth that fast? And it really comes down to this concept, which is I think simple but often overlooked. And that concept is knowing your numbers. So for me, the game of scaling is just a game of mathematics. So what do I mean by that? So knowing my numbers means that I knew that the reason that I was able to scale so quickly is because I knew what every customer was worth. So I was running a funnel, a webinar funnel, where somebody could buy a low ticket sub $100 front end, and when they bought that low ticket sub $100 front end, they would then qualify to speak to my sales team. My sales team would then interview them. If they were a fit, we'd make a 10K offer. Well, I knew every time I got somebody to spend $99 on our front end product, I ultimately would make a thousand dollars within about 60 days, because I just followed the numbers as we were scaling up the campaigns. Once I knew what that customer was going to be worth to me in 90, sorry, 60 days, I was then able to go into... And this is an advanced strategy, but negative customer acquisition. So a lot of marketers that I've talked to are trying to break even on day zero or day one. Right? Russell: Yeah. Keyala: And in contrast, I was spending sometimes as much as $500 acquiring a $99 customer. So why is that significant? It's significant because whoever can spend the most in the marketplace on customer acquisition is going to own that marketplace. So engineering my YouTube views on my YouTube ads was the simple fact that I was willing to, because I knew my numbers so well, I was willing to spend more than my competitors were willing to spend. And we have a method in our media buying process we call The Bully Method, which I actually took the term from Tim Burg, where we would go in and we would just outbid everybody else who was... So we would manually bid an outbid everybody else in our space. So we would take what we're paying for a CPM, cost per thousand impressions, and we would 10X that amount just to force our ads into the feed, because I knew that I could outspend all of my competitors, right? So I was able to engineer through that process, through knowing my numbers, I was able to engineer that growth, and that's how we were able to hit those seven figures per month within just four months of launching. Russell: That's awesome. Keyala: And when you know your numbers, it really gives you a level of freedom. So as an example, when I sat down... February of 2017, I sat down with my team. We were looking at what the numbers were trending for over the past 90 days of running ads. And I said, "Listen, so next month, we're going to hit a million dollars a month. And here's how we're going to do it." And I broke it down for them. I said "In order for us to hit a million dollars next month, we need to have this many appointments on the calendar for our sales team. In order for us to get that many appointments on the calendar, we need to have this many front end buyers." Not every front end buyer would book an appointment on the calendar. I knew exactly what the ratio was. "In order for us to have that many front end buyers, we need to get this many people registered for the webinar." Because I knew exactly what percentage of registrants actually converted to a front end buyer. And then I said, "In order for us to be profitable on all of that, we can't pay more than 12..." It was roughly about $12.50, somewhere in that ballpark, per registrant. "So, marketing team, can we do that? How do we engineer so that we're driving up X amount of registrations a day, at or below $12.50 so that we can hit this seven figure, this million dollar mark, the following month in March?" And we ended up hitting it about three weeks into the month. So oftentimes when I'm talking with marketers at masterminds or at events, they'll be asking about how to grow their business, how to scale their business. And a lot of it had to be... To be mean, it's just a lot of pin the debt... Pin the tail on the donkey tactics, right? They're kind of running blind, because I'll start asking, "Well, what does every customer that clicks the buy button, what are they worth?" "Well, I don't know." "Oh, what does every person that speaks to your sales team worth?" "I don't know." Or they'll say things like, "Well, the average customer... Our most common product is this product." And I'll say, "Well, that's not what I'm asking. I'm asking you the moment that somebody gets to your order page and submits that credit card information, ultimately, what does that customer worth to you?" And if they don't know, then they are, to a degree, running blind, right? They're trying to scale their business without having the metrics to know how to scale it. And therefore, playing pin the tail on the donkey. The good news is I love math, so it works out really well. But if you don't, there's data analysts out there that you can hire that will come in and run that data for you and help you figure these numbers out, which will give you a game plan that you can follow. It's a treasure map to the promise land, so to speak. So that would be my number one tactic. Russell: That's awesome, man. I appreciate. I remember the very first event I ever went to 19 years ago, I heard Mike Litman speak and he said, "Amateurs focus on the front end." And when he said that it made no sense to me, but I remember hearing that and I was like, "Oh crap, am I an amateur?" I literally was focusing on the front end. And it was a couple of years later as I kept learning this game where I started to kind of realize what you're talking about now, which is like, "Okay, here's the funnel. Here's the pieces. What's the profit at each step?" And a hundred percent, since we were able to figure those things out and we knew, "Oh, we can spend, again, $70, $80 to sell a free book, or to give away a free plus shipping." Or whatever it was, because we knew to value everything. And then that's when we started scaling as well. So I think that's awesome. I appreciate you sharing that for sure. Very cool. This is fun. I'm actually really enjoying this. I'm getting good ideas on my side. If you guys like it as well, let us know. Okay. We've got one more guest speaker. Before we do, I'm going to pass back over to Yhennifer to make sure that we've got the room set up for everything before we move on to Perry Belcher. Yhennifer: So I'm excited to have all you guys here. Thank you for being in this room. Just again, another reminder we are recording here for the Marketing Secrets podcast. Make sure that you click on that little green house at the top to follow the club so that you can get notifications when Russell goes live again, we're planning to do many, many more of these. And also ping, some friends in the room, invite some people so they can come in here and join us for this awesome conversation. Back to you, Russell. Russell: Awesome, thank you so much. All right, so my last special guest today before we transition to full podcast, is someone who I have been a friend and an admirer of for, man, as long as I think of, 10, 15 years. He's one of the co-founders of Digital Marketer and about a million other things. Probably the greatest storyteller I've ever met. One of my favorite people to hear speak and teach and listen. And he's the person who told me to get on Clubhouse initially. So all of those people, if you put them all together is Perry Belcher. So Perry, thanks for jumping on today, man. I appreciate you. Perry: All right, man. Well, let me start off by griping a little bit. So number one, with the exception of Kevin, who's a really nice guy, I went to his place. I ate good food, he was nice to me. I don't really like anybody else on this whole panel. Morrison in front of his fancy schmancy wall of awards. And I've got a bone to pick with you, Russell. How much stuff have I sold on ClickFunnels? You sent me nothing. I got nothing. I get no respect here. I got stuff on the wall from ClickBank. I got stuff on the wall from YouTube. I got stuff on a wall from everybody. I got nothing from ClickFunnels. I'll tell you that. I get no respect. Russell: Have you filled out the form that says, "I apply...?" Perry: Whatever. Forms shcmorms, whatever. Keyala know-it-all, talks all the time. These guys, I don't know where you find them. Russell: Well with that intro, man I... Perry: What can I do for you? Can you get me to help you pick better panelists next time? I'll tell you… Russell: That would actually be super helpful. Perry: These guys, I don't know. Not all of these guys obviously. But I do think we ought to make Morrison box up half of those things and send them to me. It's only fair. Russell: It's only fair. Anthony: They can't get 18 wheelers down my street. So can I send you a 10th of them? Russell: Oh, that's awesome. Well, Perry, you've done pretty much everything in this business from physical products to info products, to coaching, to flying to china... Everything I think people could do to make money, I think you've done it three or four times. I'm curious, right now through the lens, what would be your biggest marketing secret you could share to people right now today? Perry: Actually I was thinking about this because when I talked to, I think it was Miles the other day, he kind of gave me a prompt what the question was going to be. Really two things, and one's extensive, and that's learning to tell a really good story. I think people really don't... Most people have no clue how to tell a story about themselves, their company or their products, or what they do. And I think I've been really good at that. I kind of had a natural talent for, but I've gotten really, really good at over years. And I think that's been a big help for me. And the trick or the cheat on top of that, if you're not good at it or if you are, it's even better, is something that almost nobody does but me. And that's physical premiums. I use physical premiums in every marketing campaign that I have, and Morrison and I were talking the other day, I kind of know some of his numbers, but I got a $7 offer like his now, and my CPA yesterday was $22 because I gave away a $5 hat, you know? And his is I think considerably more than that I'm guessing. Anthony, is that still true? Anthony: Oh yeah. It's definitely a lot more. Perry: Yeah. I just love physical premiums and I use them all the way through the funnel. I start with a physical premium. When I go to the upsell, I add another premium and go to the next step sell, add another premium. And people just really don't understand the leverage that a physical premium gives you. I'm not talking about a book, I'm talking about something that somebody wants. Not something that they need, but something that they want. And really, all right so what's a premium? What is that? It's a gift that you give somebody for taking a certain action that you want them to take. Like Russell, you've got a beautiful wife and when you proposed to her, I'm guessing that you had a premium in your offer. Didn't you? Russell: It wasn't me. Yeah. I was the afterthought. Perry: Yeah, it's called a diamond ring. You've got all of us... Got to hock that ring, and you've got to give them the premium because they know they're going to get some old guy that sits in a recliner and farts for the rest of his life. So the big prize ain’t that great. So you got it. But seriously though, I've worked on campaigns for LifeLock and we gave away shredders and built all our campaigns for survival preparedness, and now I've got that hat that I got on, the CEO hat, is my newest premium. And for my CEO journal, CEO 5,000 club. And I can acquire really great business buyers who are very aspirational for 20 bucks to cold traffic. That's a 19.4% front end conversion rate yesterday. It was insane. Russell: Is the offer actually... They had the offer for something else when you're attaching a hat to it. Perry: The offer is the hat in the beginning, and the upsell is a five day CEO challenge that comes with a big framed certificate. I give people awards. I do. I send it to them. If they're good people, I send them a freaking award. I'm not like some people that I know who just, "You fill out the form..." You know what" Russell: That second step is hard. Step one, earn it, step two, ask for it. So I get it. Perry: Yeah right. But anyway, I'm joking. But yeah, the second step is challenging, and because if I didn't have the framed certificate there, which is a very nice premium award, we would probably only get a 15, 20% take rate on the upsell, but instead I get right now in the neighborhood of a 42% up-sell rate on the $47 challenge. And then there's a VIP registration after that, I think it's about 30%. And I think I'll increase that this week, because I didn't have a premium attached to it. I'm going to put another premium that I give them when they buy the VIP for another a hundred bucks. And a good premium, Russell, only has to be something someone wants. It doesn't have to be something they need. For years and years banks gave away toasters when you opened a bank account. The toaster didn't have anything to do with a bank account, but everybody wants a new toaster or a set of steak knives or whatever. You just find something that somebody wants an ideally, if you're using the premium at the front of the funnel, like I am with this one, you want a premium that identifies the market that you're looking for. If you've got a fishing club or a fishing stuff you want to sell, then you need a fishing hat or a fishing t-shirt or a fishing rod. Something that identifies that front end buyer, that low dollar front-end buyer as having a certain aspiration or interest. But I don't think anybody understands the leverage of it. You'll get in the math... So what people do that screws them up in the head. And I know Morrison and I've talked about this. He still ain't done it. Right? They get to think, "Well, I got to ship a thing. That's going to cost 10 bucks." Yeah. But your CPA advertising costs is going to go down by 70. Right? So why would you not do that? But that's okay if nobody ever wants to do it, it's good with me. I like being in this ocean all by myself, right? But seriously, you'll never give away a physical gift, a good one that's thought about, thought through, that will increase your cost of delivery more than it will reduce your cost of acquisition. I've never... It's never happened. Russell: I'm freaking out on my side, because I'm thinking about we have our book funnels all the time, but I was late for the Dotcom Secrets book. If I gave a t-shirt that was like, "I Build Funnels" that came with the Dotcom Secrets book. Right? Perry: Then I'm going to rat out my best partner. So Ryan brought out his book, The Invisible Selling Machine. Remember that? Russell: Yep. Perry: So we sent that to the digital marketer list who love him like a fat kid loves cake, right? And that offer went out and he got a 3.9% conversion on it. And he was so disappointed. We were all disappointed. We put a digital marker "I'm smarter" t-shirt with it, conversion went to 11.1%, on a bundle. So you're talking about a $5 shirt, you know… Russell: 3X the conversion Perry: Well, you can say it increased the version, which it did, but it also reduced the cost of acquisition by three fours. Russell: Yeah. Perry: So whether you're... If you're buying media to it, it's emphatically important. And as we put more and more premiums down funnel, we see the same thing happen where the down funnel sales double and triple, and you just keep increasing the value of the premium as you keep increasing the price of the down-funnel products for sale. I'm into it so much I bought a... I've got a 24,000 square foot warehouse here now, where we make and print and embroider all of our premiums and we do it for some of our other people. But I got so into it that I wanted to be prime on it. So we make all of our own stuff now. It's a big deal. Russell: That's killer. Dude, Perry, thank you for sharing that. That was a big one for me. I'm sure it's awesome for everyone else. Perry: No problem. Russell: Very cool. Well those were our guest speakers for today. So I want to thank all of our guests for jumping on and sharing their biggest marketing secret. I got a bunch of notes to myself for myself here, which is exciting, which is awesome. Learn more about your ad choices. Visit megaphone.fm/adchoices

After tons of questions about the difference between a 2 million dollar and a 40 million dollar a year company, now I’m going to show you behind the scenes. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com Also check out marketingsecrets.com/2ccl ---Transcript--- What's up everybody. This is Russell Brunson. Welcome back to the Marketing Secrets podcast. Today's episode I want to talk about obsessing over your average cart value. All right. So I've been having so much fun in business recently. A lot of good things are happening. Things I can't tell you about yet. Things that at funnel hacking live will become apparent. And by January 1st of next year, it will become, you guys will see the future. I've been there. It's amazing and I'm coming back and I'm going to show it to you guys. But anyway, I can't tell you all the details. But I can tell you the things I am obsessing about right now because they're exciting. And one of the questions that I got a lot, there's an episode I did five or six episodes ago where I talked about the difference between a $2 million a year company and a $40 million company. And I just talked about there's two businesses I know of that sell basically the same product. One's doing 2 million bucks a year and one's doing 40. And I talked about just thinking strategically different, but I didn't, excuse me, I didn't give all the details behind it for a couple of reasons. Number one is I'm trying to acquire the $40 million a year company and I'm under all sorts of NDAs and stuff. So I can't talk about it, but after the acquisition is done, I guarantee you I'll be like... Anyway, you know I'm not good at keeping secrets. I'm the worst. This web podcast is called Marketing Secrets. My books are all called... Whatever secrets I got I just give you all the secrets. Somebody asked me, "Russell, can you keep a secret?" I'm like, "No." I've got no ability to keep secrets. I'm just going to write a book about it or do a podcast. Anyway. So don't tell me your secrets, but I'm sure that I will share with you guys more as I'm able to. But anyway, this I can share though, is as I'm watching again, the difference between $2 million offer and a $40 million a year offer is obsession with one thing. Can you guess what it is? I told you the intro. So now you know, it's obsession with your average cart value, the ACV. So what's the average cart value? That is how much money on average a customer gives you when they come into your funnel. Right? So a good example, this is my books, right? So someone buys a book and they may pay $9.95 shipping handling for the hard cover .Com Secrets book, right? So they buy that. But it doesn't mean my average cart value is 10 bucks because from there they can, there's the order form bump and then upsell one, upsell two, there's all, there's the whole process we take people through, right? So as they go through this process, the average person, so for everyone who buys the book let's say we sell a thousand books and some people buy upsell one some buy upsell one and two, everyone's buying different things, but if you do the average of all of them, it means on average how much you make for every book buyer. So a good example is when we first launched the Traffic Secrets book, I remember the average cart value was $70. So for everyone who bought a book, we averaged $70 in collected revenue during the immediate funnel, the point of sale funnel, right? It's not talking about over the next 30 days, 60 days, 90 days. Because there's lifetime value customer there's always other metrics we look at, but for average cart value is how much money they make immediately, point of sale, while they're hanging out with you. Right? And so that's the number. Now we launched the book Funnel, obviously when you first launch it, it's like your most excited audience, right? Like all you guys were probably like, "I'm going to buy Russell's book." And you're like, "I'm going to buy all the upsells." And you did and I'm grateful for that. But the average cart value was amazing, it was like 70 bucks a book. And over time as you go to colder traffic, that'll usually taper down and maybe it ends at 35, 40 bucks average cart value. Right? But knowing that, "Hey, I can spend 40 bucks to sell a book and I'm still profitable." That's a big deal. Right? That's the reason why we're able to sell so many books is because I can spend $40 to sell a free book, whereas everyone else in the publishing world they're selling them on Amazon for 20 bucks, they can spend 20 bucks maybe, and that's about it. So I can spend twice as much to acquire a customer or more because I control the cart. Plus, again, after the cart's done, then there's the email sequence, all these other things that we monetize and so that customer becomes a lot more, worth a lot more to us over time. But the average cart value is the key, right? Especially in this game, there are obviously companies we compete against who have outside investors and funding and they'll go six. They'll go negative. So they'll spend $200 or a thousand dollars to get a customer and it takes them six months to get their money back. But for me, and for you guys who are Smart Funnel hackers, who understand this game, for the most part you should be able to break even in real time. Right? So you should, when you spend a hundred dollars on ads, you should make a hundred dollars, worst case scenario, right? Just because that's, we're, we all should be. The amateurs in this Funnel Hacker world, we should be better than the majority of businesses. Right? You should be able to break even at point of sale. And so that's the first thing, right? That's how we're able to grow with scale these businesses is that we could spend $40 to sell a free book and we still break even. And now everything on the backside of that is gravy. So hopefully that makes sense because I'm going to go a little deeper here now, but that's the first part. And I'm sorry, there's so many, I know for some of you guys who've been around me for a long time and you're like "Yeah, that's a no brainer." For somebody who's maybe newer, who might be like, "I don't understand how this works. I thought that was my business was my funnel?" And it's like, "Yeah, but that's the first funnel, right?" One of my first mentors, actually the first seminar I ever went to, I heard Mike Limon say, he said, "Amateurs focus on the front end." And I didn't know what he meant for years, but I was trying to, I was trying to make money on my front end funnel and what he was saying at the time, I remember he was saying he was spending $30 to give away a free DVD. And I was like, "How are you doing that?" But I didn't realize that people gave away the free DVD. They called him on the phone two weeks later, he sold them a 5,000 coaching package and he had this whole business model. And so he's able to go in the hole because he knew that 30 days later he was going to make money. Right? And so that's, amateurs folks on the front end we're Funnel Hackers, we're not amateurs. We're the ones who understand this game and so we can make really good funnels that are profit on front end and then we've got the backend on top of it. So that's why we're able to grow companies so quickly. Right? So anyway, I digress. The thing I want to ask you guys about today is obsession over average cart value. So what I typically do, and this is my bad habit is we get together, we launched the funnel, then at launch time we're split testing, we're tweaking, we're testing, we're trying to get the average cart value as high as we can. And then after two or three weeks, Russell gets bored, he goes on to the next offer and he leaves. Okay? And my friend, who we're purchasing his company that did $40 million in sales last year, I've watched him, he's got, I don't know, four or five little front end funnels that he focuses on. Actually for him, he doesn't have a back end, which is why we're acquiring them because ClickFunnels would be perfect backend, right? But he's making all his money just off the front end funnels. But his obsession is with the average cart value, right? How much can you make for every person that comes through the funnel? And right now, just to put it in perspective, I can't remember exact numbers, but his average cart value is something like $160. So it makes it $160 every single person who buys his front end thing, which is insane. It means he can spend $160 to sell one of his things, and it's things not a free plus shipping. There's, there's a cost in it and I'm not going to tell you the pricing yet, because I can't, but it's crazy. And as I've been talking to him, as we've been doing this negotiation and buying it, purchasing the company, he'll send me messages about things he's testing and he's still the same offer he's been writing for five or six years now, it's killing it. That I might, I'd be like, there's no way to make this better. He's like, "Show me the things they're doing." And they're not like, a lot of us do split test. Right? I try this headline versus headline this versus this. And that's great, but he's not just doing that. He's been testing so much at such a deep level, he's doing these big radical shifts, right? You show me this process of where when somebody comes in after X amount of seconds this thing pops up and then for a coupon they email in. And then he sends out this email sequence and he's split testing two or three different email sequences, see which one gets the highest take rate and on and on, on. All these things, you know? And that's his obsession, is this deep dive on average cart value, making it better and better and better, you know? And when he got this focus on funnels initially, the average cart value was $60 bucks. Right? Which is good. I would have been celebrating "Ooh, 60 bucks. Good to go." I think that would have been a break even at that point because they're spending about 60 bucks to break even but then he's obsessed with. Like, "Okay, we need another upsell. What's the down sell? How do we change this? How do we change this? How to tweak this? What's the email sequence? What's the post, the pre, the landing page? What are the, like he geeks out on all these pieces at such a deep level. I started realizing that that's my, one of my biggest problems on my side, is that I do some testing up front, it's good enough, we run it and then our ad team run it, and then it runs till it's not profitable anymore and then we pause it and come back three months later and try to run it again. Right? Whereas he just keeps going deeper and deeper and deeper. And so on my side, we started building out a team specifically just to do this. He's in of my sites inspired me, "Okay, if I'm making $40 average cart value in a book, what would the metrics look like if I get to $80? If I get to $80 average cart value that changes everything, right?" It's not a little tweak, I could spend an $80 to give away a free book. The metrics on that are insane. Right now I can sell millions of copies of book versus right now we're selling hundreds of thousands of copies of the book. Right? But it's that. But I had to figure that out. So I don't know how to do it yet, but it becomes the obsession. Right? I did a clubhouse, which is probably going to be on this podcast soon. I did a marketing CS podcasts or clubhouse and on that I asked people their biggest marketing secret and Perry Belcher dropped this bomb. You may have heard this, but he said the biggest thing he found, the biggest marketing secrets he has are now are adding premiums to things. And he specifically said that when Ryan Deiss launched his book, he was getting 3% conversion rate, and so he added a t-shirt with it. Now that adds premium and went from a 3% conversion to 11%. And he didn't talk about average cart value but come on now, you get three times as many customers to buy for the exact same ad spend? Your cart value could three X, right? You can go from a $40 average cart value to a $120 by adding a t-shirt to go with your free thing. Or something crazy like adding a premium. So I don't know if that's going to work or not. I have no idea, but guess what we're testing this week? We're going to test you buy a dotcom secrets book you get an I Build Funnels t-shirt right? Let's see how that works. Because if that increases cart value by whatever, that's insane, right? The three X of my cart value, now I can spend three times more money to get customers. And then he talks about, he was doing premiums not on the front end, but on the upsells and the down sells and things like that as well. It's like, what are the premiums that can be added that make people more likely to take the offers, which increases the average cart value?What's the email sequences, what's the actual offer? Could we make the offer better to offer to be more expensive? Does it need to be less expensive? There's just a million things you could test. But most of us are like, "Okay, I tested headline A, headline B and that's it. Right? Or we don't test at all but it's like, man, after you have a funnel that works, like my buddy here, he spends obsessively for four or five years now the same product that another one of my really, really good marketing friends does 2 million bucks a year on, he's doing 40, and the difference is obsession with cart value. Because he can outspend everybody else, 10 to one. Right? And so that's the question for you is how can you obsess about your average cart value? What things can you do? Can you build a team or a process? I used to have a mantra in our company back in the day, it was when Todd was not developing ClickFunnels for full-time, but he was doing more stuff on the marketing, he would come up with split test ideas and we tried to compete against each other all the time. It was really fun. And so our mantra at the time was like, how do we give ourselves a raise every day? And it's like, well, the way we do it is by split testing, right. Let's test this versus this versus this and keep testing different things. And we have a winner, right? You add a t-shirt premium offer let's say to your book funnel and all of a sudden it goes from a 3% to 11%, you just 30 x your money or more, that's, you just gave yourself a raise today. Right? So that was always the question is how do you give yourself a raise today? How do we give ourselves a raise today? What's the next thing? What's an idea? What could we do to drive the needle, make those changes. And so for you, that's what I want to post this in your mind, right? After you have a funnel that works, instead of doing what I do, moving on to the next funnel, or focusing on something different, come back and say, "Okay, here's my cart value. Every single day how do I increase the cart value? What can I do today? What can I trust today? What can I try today? What else can I do? How do I shift the offer? How do I position it from... What can I do to it to increase that cart value? And the more you start thinking about it, the more ideas will come, the more bigger highs you have, all these things we'll tweak and change based on that. So anyway, that's what I want to encourage us to do, is starting to obsess with the average cart value. ACV, average cart value, how much do you make for each customer that comes into your world? All right. With that said, I'm going to end this podcast because I'm getting into traffic and I don't want to wreck. So there you go. Anyway, I appreciate you guys listening. Hopefully you got some value from this episode and hopefully it starts a new obsession for you on the thing that could take your funnel from a $2 million a year to a $40 million a year thing. Obsession with the average cart value. Thanks again guys. And I'll talk to you soon. Learn more about your ad choices. Visit megaphone.fm/adchoices