The Russell Brunson Show

Replay of a special conversation I had on stage at a Traffic Secrets event with a friend and a student, Nic Fitzgerald. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Hey everyone, this is Russell Brunson and I want to welcome you to the Marketing Secrets podcast. The next two episodes are a really special one. For our Two Comma club X members and our inner circle members I did an event recently, some of you guys heard me talk about it. It was a traffic secrets event, where I’m getting all the material ready for the book. And the night before when I was doing all the prep work I had this thought. I was like, I want to bring up somebody on stage and it’s somebody who was a friend I grew up with in elementary school, and junior high, and high school, someone who was down on their luck, who was really, really struggling. About a year ago I saw him post something on Facebook and I reached out, and this interview is happening about a year later. He tells his story about what happened and the transformation and the change that’s happened by being involved inside our Clickfunnels, Funnel Hacker community. So I wanted to share that with you as part of the event, so this first half is going to be Nic kind of telling his story and it’s going to be the story from the bottom of the barrel where they were, they literally made $25,000 a year for 3 years in a row and then the transformation to this year, they’ll do well over six figures. And that’s going to be this first podcast. And the second podcast episode is, I did a live coaching session with him on stage, and I want to share that with you as well because I think there’s a lot of things for you specifically that you can get from this episode too. So the next few episodes are going to be sharing this really fun conversation that happened late night at the Traffic Secrets event with my friend Nic Fitzgerald, and if you think that name sounds familiar, I have talked about him before on this podcast. In fact, a little over a year ago I did a podcast episode called “Being a Rainmaker” that was a personalized podcast that I sent to Nic specifically to help him with what he was struggling with at the time. So anyway, I wanted to share this with you because it will take you full circle to show you kind of the progress and the momentum and things that are happening in his life, and I think it will be encouraging for you to hear the story because no matter where you are in your journey right now, if you are struggling, doing well, or if you’re somewhere in between, there are parts of this story that will resonate with you. And in the second episode where I coach Nic I think will help everybody as well. So with that said, let’s jump right in and have some fun. I want to introduce you to my friend Nic Fitzgerald. Alright so I want to set the tone for the next hour or so of what the game plan is. So I have a first initial question that I’m curious about with everyone here. I’m curious, who since they joined the Two Comma Club X program has had some kind of experience with Mr. Nic Fitzgerald? That’s powerful, I’m going to talk about why in a little bit, but very, very cool. So some of the back story behind this, and then we’re going to introduce him up, and when he comes up I want you guys to go crazy and scream and cheer and clap, because it will be good, and then I want him to sit down so we’ll be the same height, which will be good, it’ll be fun. So some of the back story, I actually met Nic the very first time in elementary school, and even in elementary school he was a foot and a half taller than me, which is amazing. He was like 6 ft 2 in like third grade, it was amazing. But we knew each other when we were dorky little kids and going up through elementary school we were both doing our things, and we didn’t have a care in the world and everything’s happening. And as we got older he kept getting taller, I stopped growing. And then we got into high school and he kept growing and he joined the basketball team. I didn’t keep growing so I went downstairs in the basement, literally, at our high school in the basement they call it the rubber room, and it’s this room that smells like, I don’t even know, but it’s under the gym. So he would go upstairs and fans would show up and people would cheer for them, and scream at their games. And all the girls would come to the games. And we’d go down in the rubber room by ourselves and cut weight and put on our sweats and lose weight and we’d jump rope and sweat like crazy. And we’d sit there, and I remember one day after working out for two hours pouring in sweat, I had my plastic gear on and my sweats on top of that, my hoodie and my hoods and we got the wrestling mats, and literally rolled ourselves up in the wrestling mats to keep the heat in, and we laid there and we were so hot. And I could hear the basketball players in the gym up above having so much fun and people cheering for them. And all the girls were there. And I was like, “Why are we not playing basketball?” It doesn’t make any sense. But during that time, obviously we were in two different kind of worlds, and we didn’t really connect that much, and then we left our separate ways. And I didn’t hear from him for years and years and years. And then do you guys remember Facebook when it first came out? The first time you got it and you log in and you’re like, “Oh my gosh, I can connect with people.” And you start searching the friends you know and then you find their friends and you spend a day and a half connecting with every person you’ve ever remembered seeing in your entire life? Do you guys remember that? So I did that one night, I connected with everybody. Everyone in high school, everyone in junior high, or elementary, everyone in every stage of my life, as many as I could think of. And then I was like, I think that’s everybody. Okay, I’ve connected with everybody. And one of those people that night was Nic. And then, but I didn’t say hi, I just friend requested and he requested back and I’m like, cool we’re connected. And then after that I got kind of bored with Facebook for like a year or so. Then a little while later I found out you can buy ads on it and I was like, what, this is amazing. So we started buying ads and everything is happening. And it’s crazy. And then what happened next, I actually want Nic onstage to tell you this story because I want you to hear it from both his perspective and my perspective, I think it’d be kind of interesting. So let’s do this real quick. As you guys know Nic has been a super valuable part of this community since he came in. I’m going to tell the story about how he got here and some of the craziness of how he signed up when he probably shouldn’t have and what’s been happening since then, because I know that you guys have all been part of that journey and been supporting him. How many of you guys are going to his event that’s happening later this week? He just keeps giving and serving, he’s doing all the right things, he’s telling his story, he’s doing some amazing stuff. So my plan now is I want to talk about the rest of the story. I want to tell you guys what I told him a year ago and then I want to tell you guys my advice for him moving forward, because I feel like it’s almost in proxy. I wish I could do that with every one of you guys. Just sit down here and coach you. But I feel like he’s at a stage where some of you guys aren’t to where he’s at yet and some of you are past that, and some of you guys are right where he’s at, and I feel like the advice that I really want to give him, will help you guys at all different levels. So that’s kind of the game plan. So with that said, let’s stand up and point our hands together for Mr. Nic Fitzgerald. Look how tall I am. I feel like….okay, so I had him find this post because I wanted to actually share a little piece of it. So this, I’m going to share a piece of it, I want to step back to where you were at that time in your life. So this was July 7, 2017, so what was that a year and a half ago, ish? So July 7, 2017 there was a post that said, “Long post disclaimer. I hate posting this, blah, blah, blah.” So at the time my family was about to go on a family vacation. We’re packing up the bags and everything, and you know how it is, you do a bunch of work and then you stop for a second and your wife and kids are gone and you’re like, pull out the phone, swap through the dream 100 and see what’s happening.  And somehow this post pops up in my feed and I see it, I see Nic my buddy from 20+ years ago and I’m reading this thing and my heart sinks for him. Some of the things he says, “I hate posting things like this, but I felt like need to for a while. Being poor stinks. For those friends of mine who are ultra conservative and look down consciously or not, on people like me, I can honestly tell you that I’m not a lazy free loader who wants something for nothing. I’m not a deadbeat who wants Obama or whoever to blame now, to buy me a phone. I’m not a lowlife trying to get the government to pay for my liposuction. I’m not a druggie who eats steak and lobster for dinner with my food stamps. I’m a father of four, a husband, someone who lost everything financially, including our home when the time came to have your healthcare in place or to get fined, I went through the process. “Based on my family size and income, we were referred to the state to apply for those programs. We couldn’t get coverage for ourselves to the exchange in other places, we qualified for Medicaid. After the process was complete, the state worker suggested we try to get some other help, some food stamps.” It kind of goes on and on and on and he says, “In 2016 I made $25000. $25,000 plus our tax returns for the previous year. So a family of 6 living on $25,000 a year is being audited for receiving too much help, too much assistance.” And it kind of goes on and on and on with that. He says, “I’ve never abused drugs or alcohol, I’ve never even tried them. I’m just a guy trying to live the American dream and provide for his family. It’s unfortunate that we look down on those who are trying to better our lives, even if it leaves them from receiving help from assistance in place to help them. Look down on me if you want, I don’t care. I know the truth. My family is healthy and sheltered and that’s all that matters. I don’t wish these trials on anyone else…” and it kind of goes on from there. So I want to take you back to that moment, what was, talk about what you were experiencing and what you were going through during that time. Nic: I didn’t expect this. I’m a friendly giant, but I’m a big boob too. Back at that time, I had started what I thought was, I started my entrepreneurial journey. I was working in film full time, working 12, 14, 16 hour days making $200 a day, just killing myself for my family. Going through the process of, I’d lost my job because I wasn’t going to hit my sales, I was a financial advisor, and I wasn’t going to hit my sales numbers. So you know, my ticket was stamped. So I said okay, I’m going to do my own thing. And in the course of all that, it was time to get your health insurance and those things, and I went through the proper channels, like I felt like I should. And I was referred to the government for the programs, based on the numbers. And as a provider, a father, an athlete competitor, I felt like a failure. We’ve all, when you have to rely on somebody else , or somebody else tells you, “Hey, we don’t think you can do this on your own, come over here and we’ll take care of you.” That’s basically what I was told. So it was hard to accept that and to live with that reality. So we did, and I worked hard and it was a blessing really, to not have to worry about how much health care costs or have some of the things to supplement to feed our family and stuff. So it was great and it was wonderful. But then I got the email from the state saying, “Hey, you’re being audited. We’re just looking at things and we’re not sure. You’ve been getting too much help.” So at that point I’m just sitting there frustrated because I’m working my butt off, just trying to make things happen, become someone involved in the film community in Utah. And I was, and everyone knew me, and I had a reputation, but I still was a nobody in the eyes of the government. So I went to Facebook to whine, looking for what I wanted, which was a pat on the back, “There, there Nic, you’re doing…we know you’re a good dude and you’re working hard.” That kind of thing, and I did… Russell: I was reading the comments last night. “Oh you’re doing a good job man. Good luck.” Everyone like babying him about how tough life can be. Nic: So I got what I wanted, but it still didn’t change anything. I still had to submit my last two years of tax returns and all of the pay that I’d got and everything like that, so they could look at our case number, not Nic, Leisle, Cloe,Ewen, Alek, William. So it was just one of those things. I got what I wanted, then comes Russell to give me what I needed, which was…. Russell: I saw that and I’m like packing the kids bags and everything and I was like, “ah, do I say something?” I don’t want to be that guy like, “Hey, 20 years ago…” and I was like, ah, I kept feeling this. Finally I was like, “hey man, I know we haven’t talked in over 20 years…” This was on Facebook messenger, “we hadn’t talked in like 20 years. I saw your post today and it sucks. And I know what’s wrong, and I can help. But at the same time, I don’t want to be that guy and I don’t want to step on any toes. I know we haven’t talked in 20 years, I have no idea if this is even appropriate. But I know what’s wrong, I can help you. And no, this is not some cheesy MLM I’m trying to pitch you on. But if you’re interested in some coaching, I know what’s wrong.” And I kind of waited and then I started packing the bags again and stuff like that. I’m curious of your thoughts initially as you saw that. Nic: It’s funny because my phone was kind of blowing up with the comments. So I would hear the little ding and I would check. And then I saw that it was a message from Russell, and we had said like, “Hey, what’s up.” And had a few tiny little small talk conversations, but nothing in depth personal. So I saw that he sent a message, so I’m like, “Sweet.” So I look at it, and I was half expecting, because I knew he was successful, I didn’t know about Clickfunnels per se. I knew he had something going on that was awesome, but I didn’t know what it was. So I was wondering, “I wonder what he’s going to say, what he has to say about things?” But I read it and it was funny because when you said, “I don’t want to overstep my bounds. It’s been a long time, I don’t want to step on toes.” Kind of thing, Russell, we all know his athletic accolades and stuff. I was a great basketball player too, I was in the top 200 players in the country my senior year and stuff like that. So I’ve been coachable and played at high levels and been coached by high level guys. So when I read it and he said, “I know what’s wrong and I can help you.” I was just like, “Yes.” That was my reaction. I just did the little, um, fist pump, let’s do this. So I replied back and I thanked him for reaching out and stuff, and I just said, I think I even said, “I’m coachable. I will accept any guidance.” And things like that. Because up until that point in my life, especially in sports, if a coach showed me something, I would do it the way he did, and I would kick the other dude’s butt. I didn’t care. I played against guys who made millions of dollars in the NBA. I dunked, I posterized on Shawn Marion when he was at UNLV my freshman year of college. I started as a freshman in a division one school in college. So I would take, I’ve always been that kind of, I would get that guidance, that direction, I can put it to work. So I was just like, “Dude, Mr. Miyagi me.” I’m 8 days older than him, so I’m like, “young grasshopper, yes you can teach me.” That kind of thing. So I welcomed it and I was excited. I had no idea, because again I didn’t know what he did. I just knew he had a level of success that I didn’t have. And if he was willing to give me some ideas, I was going to hear him out for sure. Russell: It was fun, because then I messaged him back. I’m packing the car and Collette’s like, “We gotta go, we gotta go.” I was like, ah, so I get the thing out and I was like, “This is the deal. I’m driving to Bear Lake, it’s like a six hour drive. I’m going to give you an assignment and if you do it, then I’ll give you the next piece. But most people never do it, so if you don’t that’s cool and I’ll just know it’s not worth your time. But if it’s really worth your time, do this thing. I need you to go back and listen to my podcast from episode one and listen to as many episodes as possible, and if you do that I’ll make you a customized episode just for you telling you exactly what’s wrong and how to fix it. But you have to do that first. “And I’m not telling you this because I’m on some ego trip, but just trust me. The problem is not your skill set, you  have mad skills, you’re good at everything. It’s all a problem between your ears. If we can shift that, we can shift everything else.” Then I jumped in my car and took off and started driving for six hours. And then the next day, or a day later you’re like, “I’m 14 episodes in.” he was still listening to the crappy one’s, according to Steven Larsen. The Marketing In Your Car, he was probably thinking, “This is the worst thing I’ve ever heard, ever.” But he did it. I said do it, he did it. And he kept doing it and doing it, and so two days into my family vacation I had Norah, you guys all know Norah right. She’s the coolest. But she won’t go to bed at night, she’s a nightmare. Don’t let that cute face trick you, she’s evil. So I’m like, I can’t go to sleep, so finally I was like, I’m going to plug her in the car and drive around the lake until she falls asleep. So I plug her in the car, strap her in and I start driving. And I’m like, this could be a long, long thing. She’s just smiling back here. I was like ugh. I’m like you know what, I’m going to do my episode for Nic. So I got my phone out, I clicked record and for probably almost an hour, it was an hour. I’m driving around the lake and I explain to him what I see. Did anyone here listen to that episode? I’m curious. I’m going to map out really quick, the core concept. Because some of you guys may be stuck in this, and the goal of this, what I want to do is I want to map this out, and then what’s funny is last year at Bear Lake, so a year later we had this thing where I was like, we should do a second round where I do a year later, this is the advice now. And I wrote a whole outline for it and I totally never did it. So I’m going to go through that outline now, and kind of show him the next phase. So you cool if I show kind of what I talked about? Nic: For sure. Russell: Alright, so those who missed the podcast episode, who haven’t been binge listening, you’ve all failed the test, now you must go back to episode number one, listen to the cheesy jingle and get to episode, I don’t know what it was. Okay, I’ve said this before, if you look at any business, any organization, there’s three core people. The first one is the person at the top who is the entrepreneur. The cool thing about the entrepreneur is the entrepreneur is the person who makes the most amount of money. They’re the head and they get the most amount of money. The problem with the entrepreneur is they also have the most risk, so they’re most likely to lose everything. I’ve lost everything multiple times because I’m the guy risking everything. But the nice thing is entrepreneurs that write their own paychecks, there’s no ceilings. So they can make as much as they want. They can make a million, ten million, a hundred million, they can do whatever they want because there’s no ceiling. So that’s the first personality type. The second personality type over here is what we call the technicians. The technicians are the people who actually do the work. And what’s funny, if you look at this, people who go to college are the technicians. What do they do, they look down on entrepreneurs, they look down on sales people. “Oh you’re in sales. What are you a doctor?” For crying out loud in the night. But they look down on people like us. Because “I’m a doctor. I went to 45 years of school.” What’s interesting, there’s technicians in all sorts of different spots right. I actually feel bad, I shouldn’t say this out loud, but at the airport here I saw one of my friends who is an amazing doctor and him and his wife were leaving on a trip and we were talking and he said, “This is the first trip my wife and I have been on in 25 years, together by ourselves.” I’m like, “What?” and he’s like, ‘Well, we had medical school and then we had kids and then we had to pay off medical school and all these things. Now the kids are gone and now we finally have a chance to leave.” I was like, wow. Our whole lives we’ve heard that medical school, becoming a doctor is the…..anyway that’s a rant for another day. But I was like, there’s technicians. And what’s interesting about technicians, they don’t have any risk. So there’s no risk whatsoever, but they do have, there’s a price ceiling on every single person that’s a technician, right. And depending on what job you have your price ceiling is different. So doctors, the price ceiling is, I have no idea what doctor’s make, $500 grand a year is like the price ceiling, that’s amazing but they can’t go above that. And different tasks, different roles, different position all have different price ceilings. But there’s like, this role as a technician makes this much, and this one makes this much and you’re all kind of these things. I said the problem with you right now, you have these amazing skill sets, but you are stuck as a technician in a role where they’re capping you out, where the only thing you can make is $25k a year. Remember I asked you, “What have you been doing?” and you’re like, “Oh, I’ve been networking, I’ve been learning, I’ve been getting my skills up, getting amazing.” I’m like, “That’s amazing, you’re skills are awesome, but your ceiling is $25k a year. No matter how good you get you are stuck because you’re in a technician role right now.” I said, “you’ve got a couple of options. One is go become an entrepreneur, which is scary because you’ve got four kids at home and you don’t have money anyway.” I am so eternally grateful that when I started this game, my wife, first off, we didn’t have kids yet, my wife was working, we didn’t have any money but I didn’t have to have any money at that time, and I’m so grateful I was able to sometimes, I was able to risk things that nowadays is hard. For you to come jump out on your own initially and just be like, “Boom, I’m an entrepreneur and I’m selling this stuff.” That’s scary right, because you’ve got all this risk. So I was like, that’s the thing, but it’s going to be really, really hard. I said, “there’s good news, there’s one more spot in this ecosystem. And the cool thing about that spot it’s that it’s just like the entrepreneur, there’s no ceiling, now the third spot over here is what we call the rainmakers. The rainmakers are the people who come into a business and they know how to make it rain. This is the people who know how to bring people into a company. Leads, they bring leads in. They know all this traffic stuff they’re talking about. These are the people who know how to sell to leads and actually get money out of peoples wallets and put it into the hands of the entrepreneurs. These people right here, the rainmakers don’t  have ceilings. In fact, companies who give the rainmaker the ceiling are the stupidest people in the world, because the rainmaker will hit the ceiling and then they’ll stop. If you’re smart and you have a company, and you have rainmakers, people driving traffic, people doing sales, if you have a ceiling they will hit and they will stop. If you get rid of the ceiling and then all the sudden they have as much as they want, they have less risk than the entrepreneur, but they have the ability to make unlimited amount of money. I said, “Your skill set over here as a technician is worth 25k a year, but if you take your skill set and shift it over here and say, “I come into a company and I’m a rainmaker. I create videos, I create stories, they’ll sell more products, more things.” Suddenly you’re not worth 25,000, now you’re worth $100,000, you’re worth $500,000. You’re worth whatever you’re able to do, because there’s no ceiling anymore. And that was the point of the podcast. I got done sending it, then I sent it to him and I sent it to my brother to edit it. And I have no idea what you thought about it at that point, because we didn’t talk for a while after that. But I’m curious where you went from there. Nic: So the first thing, you know, being told I was really only worth $25,000 in the eyes of the people who were hiring me, that was a punch in the gut. That sucked to hear. Thanks man. It was just like, I literally was working 12, 14, 16 hour days, lifting heavy stuff, I did a lot with lighting and camera work, not necessarily the story writing stuff, but you know, for him to put it so perfectly, that I was a technician. I thought going in, when I failed as an advisor and I started my own company, or started doing videos for people, and being so scared to charge somebody $250 for a video, being like, “they’re going to say no.” That kind of thing, and now I wouldn’t blink my eyes for that. But you know, it’s one of those things for him to tell it to me that way, just straight forward being like, “You are, you’re learning great skills and you’re meeting amazing people.” I worked with Oscar winners and Emmy winners and stuff in the movies and shows that I worked on, but again, I was only worth that much, they had a finite amount of money, and I was a small part of it, so I got a small piece. So listening to all of that, and then hearing the entrepreneur, the risk and stuff. I’m really tall, I’m 6’9” if you didn’t know. I’m a sink or swim guy, but because I’m tall I can reach the bottom of the pool a lot easier. When I jumped in, we had lost, as a financial advisor we had lost our home and we lost all these things. So I was like, I have nothing left to lose. Worst case scenario, and I had never heard that mindset before. We were renting a basement from a family members, our cars were paid off. Worst case scenario is we stayed there and get food stamps and that kind of thing. There was nowhere to go but up from there. So for me, I was just so excited. I’m like, I want to be a rainmaker, I want to be an entrepreneur, but I didn’t know where to find the people that I could do that for. So I was in this thing where I was still getting lots of calls to work as a technician, but I didn’t want to do that anymore. I didn’t want to put myself, my body, my family through me being gone and then when I’m home I’m just a bump on a log because I’m so wiped out, all that kind of stuff. So that was my biggest first thing, the action point for me. I started thinking, okay how do I transition out of this? How do I get myself out and start meeting the right people, the right kinds of clients who do have budgets and things like that, and how do I make it rain for them. That’s when I made that shift from working as a technician. I told myself I’m not going to do it anymore. The last time I technically worked as a technician was about 9 months ago. It was for a friend. So I made that shift and it was just amazing. Like Russell was talking about earlier, when you start to track it or when it’s part of your mindset, things start to show up and happen. You meet the right people and stuff. So those things just started, just by listening to that one hour long thing, I started changing and then the black box I got, Expert Secrets and Dotcom Secrets and started going through that as well. And it was just like, you see in the Funnel Hacker TV, that moment where the guy goes, “RAAAAA” that’s what happened with me. It was like a whole new world, Aladdin was singing. He was Aladdin and I was Jasmine, with a beard. Russell: I can show you the world. Nic: Exactly. But that’s what really, literally happened with me. Russell: That’s cool. Alright this is like summertime, he’s going through this process now, figuring things, changing things, shifting things, he’s changing his mindset. We go through the summer, we go through Christmas and then last year’s Funnel Hacking Live, were we in February or March last year? March, and so before Funnel Hacking Live we kind of just touched base every once in a while, seeing how things are going. He’s like, “Things are going good. I’m figuring things out.”  And then Funnel Hacking Live was coming, and I remember because we’re sitting there, and I think he messaged me or something, “Funnel Hacking looks awesome I wish I could make it.” I was like, “Why don’t you come?” And you’re like, “I just can’t make it yet.” I was like, “How about this man, I guarantee you if you show up it’ll change your life forever. I’m not going to pay for your flights or your hotel, but if you can figure out how to get there, I’ll give you a free ticket.” And that’s I said, “if you can come let Melanie know, and that’s it.” And I didn’t really know much, because you guys know in the middle of Funnel Hacking Live my life is chaos trying to figure out and how to juggle and all that stuff. So the next thing I know at Funnel Hacking Live, we’re sitting there and during the session I’m looking out and I see Nic standing there in the audience. And I was like, ‘I have no idea how he got there, but he’s there. Freaking good for him.” And I have no idea, how did you get there? That wasn’t probably an easy process for you was it? Nic: No. Credit cards. It was one of those things, I looked at flights. As soon as we had that conversation, it was funny because I was, I can’t remember what was going on, but it was a day or two before I responded back to his invitation. And I was like, I’d be stupid to say no. I have no idea how I’m going to get there. I think I even said, “I’ll hitch hike if I have to, to get there.” Can you imagine this giant sasquatch on route 66 trying to get to Florida. But I told my wife about it, and this is where Russell might have this in common. My wife is incredible and super supportive and she let me go. And we didn’t have the money in the bank so I said, “I’m going to put this on the credit card, and as soon as I get back I’m going to go to work and I’ll pay it off. I’ll get a couple clients and it will be fine.” So I booked the hotel, luckily I was able to get somebody who wasn’t able to go at the last minute and I got their hotel room, and I got the lfight and I came in and I was in the tornado warnings, like circling the airport for 5 hours, like the rest of you were. So I got there and I just remember I was just so excited. Walking in the room the very first day, the doors open and you all know what it’s like. I don’t have to relive this story. I remember I walked in and the hair on my arms, it was just like {whistling}. It was incredible, just the energy and the feeling. And I was like, t his is so cool. And then the very first speech, I was like that was worth every penny to get here. If I left right now it would have all been worth it. And you all know because you’re sitting here, you’ve felt that too. So that was my, getting there was like, “Honey, I know we don’t have the money, we have space on the credit card, and when I get home I swear I will work hard and it will be okay.” And she’s like, “Okay, go.” So I did. Russell: So now I want to talk about, not day one, or day two, but on day three at Funnel Hacking Live. How many of you guys remember what happened on day three? Russell sneak attacked all you guys. I was like, if I start going “Secret one, Secret two, Secret three” you guys will be like, “Here it is.” Sitting back. I was like, how do I do the Perfect webinar without people knowing it’s the perfect webinar? And I’m figuring this whole thing out, trying to figure that out. And we built a nice presentation, create an amazing offer for this program you guys are all in. And as you know, all you guys got excited and ran to the back to sign up and now you’re here. But you told me this personally, I hope you’re willing to share. But I thought it was amazing because you didn’t sign up that night. And I would love to hear what happened from then to the next day, and kind of go through that process. Nic: So this is my first Clickfunnels, I was all new to this whole thing. I was so excited when the 12 month millionaire presentation came up and I was like, “This is awesome.” Then I see it in the stack and I’m like, “I’m seeing the wizard,  I can see the wizard doing his thing.” And I was just so excited, and then the price. And it was a punch in a gut to me, because I was so, listening to it I was like, ‘This is what I need. This is what I want, this is what I need. It’s going to be amazing.” And then the price came and seriously, the rest of the night I was just like…. The rest of the presentation and everything after that I was just kind of zoned out. I just didn’t know what to do. Because I knew I needed it so badly and I’m like, that’s almost twice what we’re paying in rent right now. You know, it was just like, how am I going to justify this when I’m on food stamps and Medicaid and all this kind of stuff. You know, “yes, I’m on that but I dropped this money on a coaching program.” Russell: “From this internet coach.” Nic: Right. And so I’m having this mental battle and get back home to my room that night and I didn’t go hang out with people. I just was not feeling it. And I remember texting my wife on the walk back to the room. And I took the long way around the pond, just slowly depressedly meandering back to my room. And I’m texting her and I’m telling her how amazing it was and what the program would do and all that kind of stuff, and she’s like, “That sounds great.” And I’m purposely not saying how much it’s going to cost, just to get her excited about it, so I can maybe do a stack with her right. “For this and this….” See if I could try it. I didn’t, I failed when it came to doing that. I told her the price and she’s like, “That’s a lot of money. How are you going to pay for it.” And I’m like, “I don’t know.” And I’m like, “The only thing I can do, because I have to sign up while I’m here, and pay for it while I’m here. I can put it on the credit card and then we will figure it out.” So we talked a lot and I talked to my dad and it was the same thing. He was like, “Man, that’s a lot.” Just the scarcity mindset that a lot of us have with our family members and support system who aren’t, don’t think, who aren’t the crazy ones. So I went to bed and I got emotional, and I slept so so bad. Just didn’t sleep well that whole night. And again, I talked to my wife again the next morning, and I just, we just said, “It would be awesome. But I can’t do it, so I’m just going to work hard and figure something out and then if it ever opens up again, then I’ll be in a position to do it.” So I left my room that morning with that in my mind. I made the mistake of keeping my wallet in my pocket though, because I’m here. I again made the long walk back and kind of gave myself a pep talk like, “Don’t worry about that kind of stuff. Just more value out of it, meet more people.” So that’s when I left my room that morning, that’s where my mind was. Russell: What happened next? Nic: I walked into the room and Kevin Hansen, who I had, it’s funny, he does a lot of editing for Clickfunnels, and he and I had actually met independent of Clickfunnels before. It was one of those things like, “Oh you do, oh my gosh.” and it was like 2 months after we’d met. So I was talking to him, just chitchatting, and I just had right then in my mind, it was like, “Walk over to the table and sign up. If you don’t do it now, you’re never going to do it.” And it was just one of those things, because I’d given myself that speech, that whole five minute walk across the property. So I finished up talking with him and I just said, “I’ll be right back.” And I walked straight over to the table, got out the credit card, wrote it all down, and I’m like, I don’t even know what my limit is, so I hope whenever they run this that it goes through. I don’t know what’s going to happen. So I did and I got that little silver ribbon that we all got. And again, {whistling} chills. Like I was like, holy crap, this is amazing. I put it on my little lanyard thing and I was just like, I couldn’t believe it. The adrenaline and all that stuff of, “I’m doing it. And my wife is going to kill me when I get back home.” So that’s, then I went and got my seat and I was just floating, you know. I was so amped, I could have “Steven Larsened” it and screamed over the noise of everybody else and it would have been very, you would have heard it. So that’s what I did that morning. I was like, ‘Not going to do it, not going to do it, not going to do it.” I walked in, 60 seconds done. You have my money. Russell: So I’m curious, when did you tell your wife? This is like a marriage counseling session, huh? Nic: yeah, do you have a couch I can lay down on? Russell: A big couch. Nic: yeah, really. So I got home and I didn’t tell her, at all. I didn’t. I said, the clock is ticking. I have 30 days until that hits, or 20 days until the credit card statement comes and she’s like, “Wait, why is there an extra $2000 bucks on here?” So I just, I said, I’ve got some time because my wife, she’s 5’3”, she’s dainty, little petite lady, but she’s not scary I guess. But this is the first time I was really scared to tell her something in our marriage. So I just said, I’m just going to hit the road hard and see what I can come up with to cover at least the $1800 and the hotel, for what I racked up at Funnel Hacking Live, and then that will get me another 30 days to figure something out. So I went and I never told her until the credit card statement came and she saw it. She’s like, “What’s this?” But what happened before that, I don’t know, do you have something after that or do you want me to go to the next part? Okay, so me going to work and being like, “I gotta find it.” and it’s funny that night at Funnel Hacking Live, I went on Facebook and I created some half thought through offer where it was like, “Hey if I can get like 5 people locally where I’m at to do a monthly low number where I create a couple of videos for a monthly retainer, that will cover it and I can figure it. But nobody nibbled on it. So I got home and I started just trying to figure stuff out. And I had met another lady who had a company and she uses Clickfunnels for her course. And it was funny, I talked to her before I went to Funnel Hacking Live, and we were talking and she was like, “Do you know Clickfunnels?” And I was like, “That’s so crazy. I do.” Because I’d never met anybody else that had. So I got home and I shot a little video with her, it was a test to do some modules for her course and she loved it and it was great. So we were talking about, she had like 20 videos she wanted to do and we were talking about budget, and I just said, “you know what, for that much, for that many videos and all this kind of stuff, it’s going to be $25,000.” And she didn’t even blink. She’s like, “Perfect, that’s great.” Thank you, you guys. You’re going to make me cry. Thank you.  And that was like maybe two weeks after I got home that that happened. And I left her house and I tried my hardest not to do a jump heel click going down her driveway, out to my car, and I got around the corner and I messaged Russell like, “dude, you’ll never guess. I just closed my first 5 figure deal and this is what it was…” and he was like, “That’s so cool.” You know. But it was the whole plata o plomo thing, I would never have the guts to ask for something like that, I know that I should and that my skills and what I can do are worth that and more, and it’s been proven to me again and again since then, but to ask the first time, that first time you have a big ask and you’re just throwing yourself out there, and if she would have said no…Now what am I going to do? Because I had actually done another pitch where I did like a webinar pitch where I  had a stack and slides and stuff because it was for a Chamber of Commerce, and I wanted to charge them 2500 a month to do like 4 videos a year. And I did the whole thing like, “If you do it, it’s $2500 a month, or if you do it all right now it’s this…” that whole you know, and they passed on it. I was like, ugh. So it was just one of those things where being around y’all, that was my first experience being around entrepreneurs, really. I have friends who have had businesses, but I felt weird for wanting to create my own thing or being selfish because I have four kids. Like why don’t you go get a real job? All those conversations that you hear and have with yourself, especially when things aren’t going great. But it was like okay, I have to get it done or I have to drop out. And I just, even in that short amount of time I received so much value from the people I was beginning to meet, and then as the content started coming out I was like, “There’s no way I could live without this after having a taste of it.” So that was my, I had to get it done and it worked out. Russell: Amazing, I love that story. So coo. Alright, so since then, how many of you guys have watched his….are you daily or almost daily Facebook Lives? Nic: Pretty much, almost daily. I’ll miss some… Russell: How many of you guys have watched his daily Facebook lives, he’s doing what we’re saying right. He’s doing it. He’s doing it. I see it, I see it coming in my feed. It pops in my feed over and over. He’s doing what we’re talking about. He’s attracting people, he’s telling stories. All the stuff we’re talking about, he’s been doing it. But part of it, he had to have that emotion, that plata o plomo moment and then he hit it and it’s just like, he’s been running and running and running and running. And it’s been so insanely fun to watch the progress and the growth. Some of you guys know he put out an event that’s coming up this weekend and sold out in 5 seconds. He’s like, “I sold out, should I make it bigger?” and I’m like, “No people should have responded to you faster, it’s their fault. Sell it out because next time it will be easier to sell it out again and easier to sell out again.” But he did it by giving tons of value. Telling stories, telling stories, telling stories, providing more value to you guys, to other entrepreneurs, other people in the community and people are noticing. All the stuff we talked about today, he’s doing it. Consistently, consistently, consistently doing it. That was so cool. I don’t even know where to go from here. Alright I know where to go from here. Before I move into this, was it scary? Nic: All of it scary? Well, this is what, back to my competitive days, I don’t care who, I’d played against the best players in the country at high levels. And I didn’t care if you were going to the NBA, being recruited by Duke, once we got into the lines I didn’t care who you were, I was going to make you look silly. I would hold, you wouldn’t score a point on me, or I would just like out work you and if you wanted to get anywhere I was in your face the whole time. And so this was a whole different game for me. I remember Myron talking about in his speech at Funnel Hacking Live, you have to stay in the game long enough to learn the game, and I was new to this game. Like brand new, less than 12 months when I went to Funnel Hacking Live. And it was terrifying because, not necessarily because I didn’t think I could do it, I was just worried when, how long it would take. Like am I going to go and just spin my wheels and it’s going to be 15 years, 2099 and I’m wheeling up across to get my reward from him in his wheelchair, just like, “Hey buddy.” You know, that kind of thing. I just didn’t know how to make it happen quick. That kind of stuff. So I was definitely scared, not necessarily of failing, because I had failed before, I was just scared how long it was going to take. Russell: one of the best moments for me was this summer, him and his family were driving home from, I can’t remember where, they were driving through Boise, and he’s like, “Can we swing by and say hi? My kids want to meet you, my wife wants to meet you.” That’s always scary when you haven’t met someone’s wife or kids and you’re like, what if they hate me. And I remember I started thinking, oh my gosh. He spent all his money coming out here, and then he bought the thing, she might legitimately want to kill me. I have no idea. I was a little bit nervous. And I came and met them and the kids, it was super cool. I remember the coolest thing, your wife just looked at me and she said, “Thank you.” And I was like, how cool is that? Just the coolest thing. Thank you for convincing, persuading, whatever the things are to do this thing. I think sometimes as entrepreneurs we feel the guilt or the nervousness of, “Should I sell somebody something? Is it right, is it wrong?” You have to understand when you’re doing it, it’s not a selfish thing for you. It’s like, how do I get this person to take the action they need to do. Because most people won’t do it until they make an investment. It’s just human nature. They’ll keep dinking around and dinking around, whatever it is until they have a commitment, until they make that covenant, like Myron talked about earlier, people don’t change. So in any aspect of life, you want someone to make a change, there’s got to be something that causes enough pain to cause the change, which is why we have the program. We could have priced the program really, really cheap but I was like, “No we won’t.” We legitimately wanted to make a plata o plomo moment for everybody. You’ll notice, when the program signup, not everybody who signed up is here today. Some people fell away, some of them left, things happen and I totally understand, but I wanted to make it painful enough that we get people to move. And there are people in this room, I’ve joked about, Nic probably shouldn’t have bought that. If he would have asked I would’ve been like, “No dude, don’t. What are you thinking? Why would you do that?” as a friend this is weird, but I’m so grateful. Are you grateful you did? Nic: Absolutely. Russell: Where’s Marie Larsen, is she still in here? I talked about this in the podcast. She was in the same situation, she should not have signed up for it, it’s insane. I saw this text she sent Steven, she’s like, how much did you have in your bank account when you signed up for it? $70 in the bank account, $1800 a month bill she signed up for. And then it started happening and she was freaking out how it’s going, if you guys haven’t listened to the podcast, Lean In, yet I told the whole story. But it got nervous month one, then month two happened and she’s like, “Oh my gosh, I need to leave. I can’t afford this.” And she’s talking with Steven and Steven’s like, “Well, you could leave and walk away, or you could lean in.” so she decided, “Okay, I’m going to lean in.” So she leaned in, and I’ve watched as her business over the last 3, 4, 5, 6 months is growing and it’s growing and it’s growing because she leaned in. Tough times will come, every single time it comes, but those who lean in are the ones who make it through that, and who grow and who build huge businesses. Learn more about your ad choices. Visit megaphone.fm/adchoices

One of the fastest ways to make money without having to build an actual business. 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. Right now, I've been working on Funnel Hacking Live and planning and preparing a bunch of really cool things. I want to share with you guys a concept that I'm working on for potentially a presentation at Funnel Hacking Live, so you’ve got to tell me if you think it’s cool. If so, I'm going to flush this out and show you guys the magic. With that said, queue up the theme song and when we come back I’m going to talk about virtual real estate secrets. All right. So Funnel Hacking Live is coming. I'm pumped. I'm excited. We're planning out the event, the venue, the excitement, the speakers, the presentations, what I want you guys to get. I'm time-lining, storyboarding out the entire thing. If you knew how much goes into Funnel Hacking live, you'd be pretty excited. For those who have been in the past, you know it is a huge show. And for those who haven't been yet, this year is going to be the best ever. And why? Because, number one, I'm hoping by then, most of the COVID restrictions are done and we can just have a normal event. If not, we've got some backup and contingency plans. But for most of us, we haven't hung out for a long time, and I want to get together, hang out with a bunch of funnel hackers. So the parties on. We're doing it. It's happening in Florida. If you don't have your tickets yet, go to funnelhackinglive.com. It's coming up this September. But regardless, the reason why I'm here today is tell you guys I've been planning this event and I've got some really cool stuff I'm going to share. We have some big updates. There's so much, so much stuff that they're constraining me from speaking. I'm not allowed to tell you guys, but regardless, I promise you, you will want to be there. It's going to be worth it. We do have virtual options this year, and so for those who can't physically come, you can watch. You can attend virtually as well. But anyway, I'm working on some ideas for content and I have something I want to talk about. It's been on my mind for literally, probably 10, 12 years, and it's this concept of virtual real estate. Okay? Obviously, most of you guys know what real estate is, right? You buy houses, you flip houses, you rehab houses, no money down, all this stuff. There's a million different ways to make money in real estate. But as cool as that is, real estate typically cost a lot of money if you go and do the thing, which is kind of annoying. And so, I want to talk about this concept called virtual real estate, which is web properties. What's interesting is anything you can do with a real property, like actual real estate, you can do the same things with virtual real estate, especially as you start becoming a master of all these principles and these concepts you've been learning from us, right? You learn about funnel building and traffic generation and copy and storytelling and all these things. When you learn and start mastering these things, you can literally do the exact same things that people are doing with real estate, but with virtual real estate. And honestly, it's a lot more profitable, a lot less startup costs and things like that. For example, let's say I want to go into actual real estate. So I'm going to go find a house and I'm going to find a house that's underpriced. I'm going to buy it. So say I find a house for 200 grand or whatever. I buy this house. I'm going to take them. I'm going to fix it up. I'm going to slap some paint on it. I'm going to throw in a new washer and dryer, a new refrigerator. I'm going to, whatever, lipstick and rouge to make this house nice, and then I'm to go flip it and make like $50,000 profit, right? There's a strategy in regular real estate, right? Now, you may be saying, "Well, how does that work in virtual real estate?" Okay. Well, there's a lot of people who create some insanely cool products who don't know what you know, and there's a lot of places to find these things. One of them is flippa.com, which is a cool place that is literally a marketplace, people selling websites and products and businesses that they created but they couldn't figure it out. And there's tons of other marketplaces. I don't have them here on top of my head, but Flippa is one of my favorites I go to. Almost daily, I look at Flippa. There's other ones out there. I think Shopify's got a marketplace, all their old Shopify store owners to sell there's. Anyway, there's a lot of out there. But basically you go to these stores and you find something where someone's got a really, really cool product, but they suck at what? All the stuff that you're good at, right? It's like a house, that you find this underpriced house. Yeah, the house looks like crap, but I know all you got to do is throw some lipstick on this thing, some paint, a new refrigerator, and this thing's something going to be worth $50,000 more. Right? You can do the same thing online. You can buy a website for five grand, 10 grand, 50 grand, 100 grand, whatever it is, a lot less typically than a house. You buy the thing and say, "Okay. I know these principles now. I understand this thing needs a funnel. I found a Shopify that's got a whole product line, whole bunch of SKUs, but no one's buying it because there's no funnel. So I know how to build a funnel." Right? Your funnel is your version of some paint you're slapping up on thing, or you're putting in a new fridge and a dishwasher to make the resell value go up. You put a funnel in. You guys know traffic generation after read traffic secrets. You plug in some traffic, start driving traffic. People go through the funnel. You make some money and follow up sequence, then plugs them into the Shopify store. And boom, all of a sudden, this thing that's making no money you buy for five grand is now making five grand a month, 10 grand a month, 100 grand a month, whatever it is. Now you can take that and you can flip it, or you can just keep it like cash flow. Right? You can do the same thing with a house. You can let the house cashflow, or you can flip it or a whole bunch of other things. Okay. It's powerful. I think this is primarily my fault. I obviously am very passionate and excited about me and you guys creating businesses out of our minds, like creating courses and products. I talk a lot about that or creating e-commerce stuff. You go and you find a product and you source it from China or whatever. We talk about those things a lot. But what people don't talk about is the fact that there's tons, millions of businesses that people built that are there that are just dead or they're mostly dead. Well, you can come in and buy them at a huge discount where the product's figured out, the content, that all the stuff's done. They just don't have traffic. They just don't have the funnel. They just don't have a good video. They don't have good storytelling. They don't have like the things that you have now. You don't have to go create anything from scratch. You just go buy these things for pennies on a dollar. Buy it, apply it with lipstick and rouge that you've been learning through all the stuff I've been teaching now for the last two decades. And all of a sudden, you can start making money out of the gate. And so, secretly, as I've been thinking about Funnel Hacking Live now for the last year, since we hung out last, I've been thinking about this. I was like, "I want to do this. I want to show some case studies of me doing it." And so when COVID hit, a lot of businesses went under. A lot of businesses got shut down. A lot of them, they lost their cashflow. A lot of them, like all sorts of things start happening. So I started looking for these opportunities and I started buying a handful of them. I won't be able to show you guys now because we're in the process of... At Funnel Hacking Live, I'll be able to show you, "Hey, I bought this company right here. I bought it for $50,000. I applied this funnel, this traffic strategy, these three things, put it up online. Now it's making 10 grand a month. I bought this one right here for this. I bought this one for free. I just had to cover the new inventory costs, paid for inventory costs. I applied this funnel, this funnel, this funnel, boom, launched it and look what happened." I'm going to have tons of case studies to show you guys. So that's kind of something to look forward to Funnel Hacking Live. But for right now, I want you guys thinking about it as well. Okay? It's on my mind. It's fun. It's exciting. Think about it. What businesses are out there that you could buy, you could partner with, you could take equity in? You went out of business. You could go get the assets and you can turn it back into a business. You turn it back on. If you look at Tai Lopez right now. You could say what you want. Some people love it. Some people hate him. I have so much respect for him. I think he's the man. I've hung out with him a bunch of times, and one thing that he's killing on right now, he went and he bought Radio Shack. They're going under. He bought Radio Shack and he's flipping it now. He bought Franklin Mint. He bought Pier One Imports. He's buying all these crazy companies. It is literally nuts. He's buying them for pennies on the dollar, flipping them, turning them into e-commerce, shutting down the physical locations, and he's killing it with it right now. It's like this is what I'm talking but at a small scale. Tai's doing this huge scale. Even I'm like, "That's ridiculous. You bought Pier One Imports, dude, like that's nuts." Or Radio Shack? Come on, Radio Shack? It's just insane, but that's the deals he's doing now which, yeah, we can get there someday. But right now, there's tons of little deals, tons of little things you can go. And just for today, for fun, go to flippa.com, F-L-I-P-P-A .com. Go there and just scroll through. Look for all the businesses that are for sale and just look at them and say... This is the mental exercise. Look at a business and say, "Okay, this is a house. I'm going to rehab this house. If I was to buy this house, what funnels would I apply to make this thing successful?" For example, one of the ones that I am recently acquired is a supplement company. And so supplement companies, they had a Shopify store. They had product. The products are really, really good, but they don't have funnels. So what funnels would I apply? I'm like, well, first off, they need a supplement funnel. So there's a supplement funnel. Second, I'm like, what can we create to get more people into the funnel? Well, we can make a challenge tied to the supplements. There's a challenge funnel. There's a supplement funnel, and so those things. Then it's like now... the people that had it before, they had a lot of organic traffic. They were selling on Amazon and things like that, but they had no traffic. It's like, well, who's our dream 100? What's the traffic strategy? And then it's like, well, they don't have anything to sell us other than just a picture of the product. What's the story we can tell? What's the videos we can make to capture the story of this product? And so I'm just going through dot-com secrets, expert secrets, traffic secrets, applying, applying, applying these little principles that you've been getting forever. We'll launch this company and it'll be live before Funnel Hacking Live. You'll have a chance to see it, but that's what we're doing. That's the game plan. So if you guys go look at that, and really what's nice about this is a lot of times you can buy these things for pennies on the dollar. You don't have to go and actually be the front person, the guru, whatever. You just got to create the different assets, create the pieces, plug them all in there, and that quickly you guys have, just again, it's just lipstick and rouge, is you're putting the paint up on the house. You're plugging in the whatever's on the front end. You're fixing the washer and dryer, where those things are. And all of a sudden, you guys' business is cranking. Again, imagine you buy a business for five grand, and within, by applying two funnels and one traffic strategy or one funnel and two traffic strategies, now it's netting five grand a month. Holy cow! How many times could you do that? Just because you may not be able to like, "Ah, I'm not good on video. I don't know how to create a product. I don't remember frameworks like you could." All the excuses that so many people have when they hear my stuff. It's like, "Cool, then don't." Go buy something and let's rehab it. Let's fix it. Let's flip it. Let's cashflow it. There's so many strategies that are so simple, and all of this is taking the same principles that you've learned, that you understand, that we've been talking about and applying it to these kinds of business. So there you go. Hope that helps. Hope it gives you some ideas. If you're not at Funnel Hacking Live, you're insane. We're going to be going deep in this stuff. It's going to be so much fun. Make sure you're there. I'll be sharing these case studies examples, showing you guys what we're doing, how we're doing it, why we're doing it, and hopefully get you fired up and excited. With that said, I am going to go to flippa.com and go find another business to buy because I need some more case studies for you guys. So appreciate you all. Hope this helps. Hope to get the wheels in your head spinning, and I'll see you guys at Funnel Hacking Live. Go get your tickets, funnelhackinglive.com. Thanks everybody, and we'll see you soon. Bye. Learn more about your ad choices. Visit megaphone.fm/adchoices

The often overlooked “second funnel” that is invisible to the naked eye… Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- What's up everybody. Welcome back to the Marketing Secrets podcast. Today we're going to talk about what I call The Often Overlooked Second Funnel That's Invisible to the Naked Eye. We also call these Follow-Up Funnels, and I'm going to show you guys a really cool case study about how I basically made $16 and 49 cents for every $1 we made inside of our actual funnel. That is the power of Follow-Up Funnels. All right, everybody. So you've probably heard me talk about Follow-Up Funnels before, but I want to tell you just kind of the history behind this and why it's important and what you should do, and a whole bunch of other cool stuff. So when I first got started on online marketing way back in the day, back then everyone used to use email auto responders, which... We still use variations of those today, but I remember when it came out and what would happen is that you had... Someone would subscribe to your email list and then you'd write a pre-written out email sequence. Right? So, what we used to do back in the day when I first got started was I was like, "Sign up for my free five day eCourse." That was the thing everyone did. Everyone had a free five day eCourse. So, someone would opt in and then they give you the email address. Then the Follow-Up Funnel was a five day email course. Day number one, you'd be like, "Here's this first thing, second thing, third thing, fourth thing, fifth thing." And the fifth day, you'd ask them to buy the thing you were trying to sell. That's how this thing first started for me. Then I remember, fast forward, who knows, a year or two later, I was hanging out with a guy named Matt Bacak and Matt told me at the time, I can't remember exactly what it was, but it was something like... He was like, "Yeah, I sat down and wrote out 600 emails. I built an email sequence. So if someone joins my list, they get an email everyday for 600 days, or something." I was like, "Holy cow." That's insane. Imagine, if I just did that once, I write this huge sequence and then put people through it, I'll never have to worry about writing emails again. I'll just add people to my list. That was my thought. So then I started trying to write a huge Follow-Up Funnel like that, a huge email sequence. And I got five days in and I was like, "I want to die. This is really, really hard." So I stopped. And then over the next two decades of my career I tried so many times to start one. I'd start writing one and then I get tired and then I write it and then... I remember one time I wrote it and I put all inside of GetResponse, excuse me, it's Aweber. First I wrote a, I don't know, 20 emails sequence and Aweber and I was going to keep adding to it. And so I built it out. I started adding my list and then Aweber canceled my account. And I was like, "What the dump." I was so mad. And so, then I went over and I rebuilt the entire sequence in Getresponse, but I was going to import my same list. I couldn't do the same emails. I had to rewrite the entire thing. So, I spent like two weeks rewriting that same email sequence then imported my list. They start getting emails. And within like two days, Getresponse canceled my account. I was like, "I'm going nuts." IT's like, "I can't keep doing this." And so I gave up on it again. And then ClickFunnels came out. One of the powerful things about Clickfunnels is when you build out your, your follow-up sequence, you can plug in any SMTP. So that's basically, you can plug in, send grid or you can plug in Amazon S3 emails, you can plug in... And there's a bunch of ones you can plug in. So that way, one of the reasons why we did that, because I had had so many headaches where we had launched an email sequence and our emails software shut us off and he'd go rebuild it. It was a nightmare. Whereas in ClickFunnels, let's say you, you build out your sequence, you upload a list of customers and start getting an email sequence. Let's say, SendGrid shuts you down. You can just plug into different SMTP and the emails keep going and you won't lose a beat. We built that because I was like, "That's how I need for myself because I don't want to write these again." So we did that, the initial email sequence that probably, I don't know, 10 or 12 days. And then that's all I ever got to. And about that time when we launched this in features, Clickfunnels. We need a name for it. Is it an auto-responder sequence? Is it marketing automation? What is the... We need a name. And we kept trying back and forth. And this was before Funnel Hacking Live 2017. We need a name for this, what's it called? And I remember Stephen Larson's here in the office and he was like super stressed out. "I'm trying to figure out this name, I'm trying to figure out this name." And I think he totally went and he prayed in the corner, something. Came back two minutes later, he's like, "What about follow-up funnels?" I was like, "Oh my gosh, that's what this is. Like someone comes in, they give you your email address. They go through normal funnel and then they're added to your follow-up funnel. You follow up with them, you take them through a sequence." And so we built followupfunnels.com and that became the thing and that became the branding. And so ever since 2017 now, so at 21… no not 21 years, four years. Four years, I've been calling them Follow-up Funnels. And so for me, that's what it is, you have your funnels and then your follow-up funnels. And so, it was interesting as I was writing the DotCom Secrets book, actually, prior to that, I was doing a presentation for Funnel Hacking Live 2017. And I actually shared this case study in the DotCom Secrets book. I want to share with you guys right now, is I want to see like how valuable is an actual follow-up funnel. As we started looking at our funnels, how much money they make when somebody comes through a book funnel, right. And looks through that revenue and then said, "Okay, over the next 30 days from our email follow-up funnel, how much money do we make?" We started looking at the math and the numbers and what was crazy in the snapshot I took, this was 2017. I think it was December of 2016. I took the snapshot. And what was crazy is that for every $1 that we made inside of an actual funnel from a book funnel or a webinar funnel, whatever it was, every $1 remains side of a funnel within 30 days made $16 and 49 cents through our followup funnel. What? What the dump, right? If you guys never heard me say that expression before, it's a weird one. I had a friend in college who used to always say, "What the dump" and it's stuck, and it's weird. I don't know, but you're getting it today. So, I was like, "What the dump? That's amazing. That's for every $1 I put in, I get $16 and 49 cents back out. It doesn't make any sense." And it started getting me really excited about the concept of follow up funnels. And so for years I sat down and kept like mapping out, “Okay I’m going to write, I'm going to build...” You know, not like a Matt Bacak, 600 email sequence. I want to build a sequence that goes through all my core offers, my products and something that's kind of... I start looking at that. And so we started sitting down and building one out and every time I tried to build out, I got so big. I was like, "It's going to be 50 emails, 60 emails." And I get stressed out. And I was like... Anyway, I'm sure you guys have gone through that. It's kind of overwhelming and stressful. But finally last year during COVID, I was like, "All right, we're building this thing out. And so we sat down and I mapped out, okay. If someone comes to my world, what did all the offers and the videos and YouTube videos or the podcasts websites, what are the best things that I have. What Would be the sequence I would send somebody through, like if my mom joined my list, what would I want her to have first, and second, and third? And I mapped out the sequence and the sequence ended up being about 60 emails. And then, I went through and I was like, "How am I going to write 60 emails? " That just sounds like pain. I want to die just thinking about it. Right. So I got out Voxer and I would Vox each email. So, I just kind of say it and I had my go and get it all transcribed and send me back the transcripts. Then from there, I'd take these, these transcripts, I could write emails a lot faster. And so, I started doing that and we started building out the sequence and it was like I said, 60 emails going over about a three month period of time. So, it wasn't every day, but sometimes it was three or four days in a row. And we'd take three days off and the back and forth. We built out this really, really cool sequence and it got it done. And then over the last 60 days or so, they slowly added people into the top of this sequence. In fact, as of Friday, we had added 1,734,577 people into this funnel. And we were getting an average overall engagement, 22%. 22% people were opening every single email, which is pretty exciting, but that was 1.7 million. And still have another, I think a million and a half that was being added in over the next, probably next 30 to 45 days being added to the top of the funnel trying to go slowly, so that all of a sudden we don't blow up our email. If you go off and start sending a million emails it just... anyway. So, we've been slowly adding these people in every single day. And as 1.7 million have gone into it, 20% open rate. And now, they're getting a sequence of 60 emails for the next three months and what's been crazy and cool and exciting is that first off, I haven't had to write an email for a long time, which is kind of nice. Second off, I'm watching this now because I have a lot of funnels, so my email sequence links people to different funnels, and then videos and podcasts episodes. So again, somethings are selling somethings are trained. Some things are free. Some things are paid, but just kind of moving them through the logical sequence of offers, of content, of things I want people to get into experience and it connects people to all these different things. And then, how it's fun is I'm watching this now. And now this is done, every single funnel across our business now is lifting. It's really crazy. Our best converting videos are more people where views are popping and they're spiking. And , it really seems like the entire company as a whole is lifting in revenue in engagement and all these things all by placing the thing in place. And it... I've been fighting this for, I mean, honestly, it's been two decades because I finally first want to do this, though I actually finally did it, excuse me. And now it's just insane watching what's happening. And we plugged in, so if someone opts into any of my funnels, anywhere at any given time, they go through that little meet. Usually someone opts in a funnel is a little mini sequence they go through for three or four days and then drops them to this big, major sequence that takes them through all of the offers in chronological order. And so we're adding again about 1000 to 2000 people a day. And actually more than that, excuse me. Pretty close to 3,500 or so, opt-ins a day are being added in his funnel as well. So it keeps growing and growing and growing. And I'm watching this now as the entire ecosystem of ClickFunnels is all rising together because of this, this funnel that's in place. And that's nice because it's 60 days long. Everybody who goes into my world is going to be getting these for the rest of time until I decide to change them or updating or tweaking. And hopefully I never will because I spent so much time and so much effort working on them. And it's just really, really cool. So a couple of things. Number one, if you've been getting a new email sequence from me, pay attention, okay. I think I'm going to eventually put this whole email sequence into a book and call it Followup Funnels. It'd be a really cool product, but right now you guys are getting it for free. So, if not, go opt into any of my forms and eventually you'll start getting it. The first email says something about marketing secrets, like "What's marketing secrets?" And so, that's the first email coming through, but it's powerful, man is blowing our business away. So, I want to share with you guys, cause I want you start thinking, now that you've been creating more things, right? You got some funnels, you got some videos, you got a podcast, you got content, you got things you're putting out there. Think about this. My thought when I was creating this follow-up funnels, "If my mom was to come to my world, what would be the first thing I'd want her to engage with? And then what's the second thing. And the third thing, and the fourth thing, I would look at this, this logical sequence of events. And then from that, that's how I wrote my email sequence. And then you get it all together. And when it's done, man there's this thing that's just literally, hand-holding all your dream customers around the logical sequencing of your content in your offers. And how powerful is that? What would that do for your business if you have that right now? I tell you for us here at ClickFunnels it is... We're already seeing this in this entire lifting across the board and it's powerful. And somebody will come to our world and like they see a webinar and that's all they know. And they see a book and they see something random, but they don't have the context of everything we're doing. So by doing this, puts everybody into a sequence where they're getting step-by-step piece by piece, the stuff we want them to understand in the order, we need them to understand them. And that's really the magic and the power. So anyway, I want to share with you guys, because I'm pumped about it. It's working. If you don't have your own follow-up funnels, now is the time to start building out, creating them, plugging into click funnels, I guess, to do it in the click funnels. So you don't risk getting shut down, which happens in pretty much every other autoresponder sequence I've ever had. In fact, I think in the slides I talked about that, because this is the very first time I told people about our follow-up funnels inside of ClickFunnels, we announced it. So, in the past Aweber shut me down six times, Getresponse four times, Icontact shut me down nine times, two and Fusionsoft two times, ActiveCampaign, two times, MailChimp should be about three times. And that's it. And so I would be careful of using any other outside responders for that reason. We have some crazy updates come in Click funnels in the very near future with our followup funnels and stuff. I think you were going to go crazy for, I can't announce that yet, but anyway, good stuff's coming. So I just want to share with you guys because it matters. It's important. It's something that I fought forever and I wish I had done this 10 years ago and just read it every year, re-tweaked it every single year, whatever that might be, but now it's done. And now it's just insane. So again, from the snapshot December, for every $1 we made inside of our, our core funnel or drive people who made $16 and 49 cents follow-up funnel which is crazy. And what I'm finding now, now I have sequences even better. Those numbers are just going up. And so I want to share with you guys, hope this helps kind of build a follow-up funnel. Inspires you, motivates you and gets you excited to build the often overlooked second funnel, that’s invisible to the Naked Eye. It's called the Follow-up Funnel. With that said, I appreciate you all. And I'll talk to you all again soon. Bye everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

Cool things I learned from Stacey and Paul Martino at the Breakthrough in Paradise retreat. 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. Today, I want to teach you guys three ways to train your subconscious mind. All right, everybody. I hope you guys are doing amazing? So my wife and I had a really cool experience. Some of you guys who've been to Funnel Hacking Live, or you've been to Two Comma Club Live or been around our community for the last couple of years, you've probably heard me talk more than once about a really unique, really cool couple, and their names are Stacey and Paul Martino. So they came into our world, they had a message, "They were trying to change the world." They had figured out a process to make relationships better, specifically, like the relationships with your significant other. And they are amazing people. In the last, "How many years they've been doing this work," I believe they saved over 10,000 marriages. They have a less than 1% divorce rate of people who've gone through the program and it's amazing. So, as someone who loves my wife and never wants to get divorced and is always trying to figure out ways to make everything better, the personal development nerd inside of me. After I met them, I was like, "I'm going to go through your stuff." I've been their marketing coach on the outside, so I've had the fun opportunity to be like, "Hey, you guys need to launch a podcast, "Hey, you need to write a book." "Hey, you need to do these things." So, some of them are selfish things for me because I wanted them to create a podcast, so I could listen to their podcast. I want them to write a book, so I can read their book. They haven't written a book yet, but they're working on it. Anyway, I'm telling you this is because if you want to go deep with them, they've got an amazing podcast. If you search Stacey and Paul Martino, they have an amazing course, they have a quick start, they have a challenge, they've got a bunch of things, but I went all in, struggled through their content. Collete and I went out to their live event, and then we signed up for the high-end coaching and this year we had a chance last week to go to their Breakthrough in Paradise retreat in Jamaica, which was really, really cool. And it's fun because obviously, what Stacy and Paul do is different from what I do, but there are similarities. They've got their frameworks and they're teaching. They're awesome with what they do. So they've got their frameworks and they teach them. They teach them in their podcasts, teach them on their Quick Start, teach them in their webinars, teach them in their challenges, teach them at their live events, they teach them at their mat… They have these frameworks and they teach them over and over and over again. And what's cool is I had this breakthrough as I was sitting there because I've gone through most of the stuff that they've taught multiple times now and obviously, I'm still trying to figure things out for myself, for my family, for my relationships with other people, my relationship with my wife, with my employees, with just all the things. I'm still trying to learn and figure things out, but what's cool is that I'm at Breakthrough in Paradise. It's like their top-end thing. This is the back of their value-add. And they started the event off, talking about, "There are three ways to train the subconscious mind." And it was interesting because one thing is that they talked about and said, "You know, a lot of stuff we're going to be teaching at this event, it's not new stuff. You've probably heard us talk about this more than once. And the reality is our job is not teaching new stuff all the time. Our job is to give you a level of mastery of the stuff we've been teaching you so far." And she said, "You know, right now, a lot of you guys have cognitively," Hopefully I said that word right. "Have heard us say the things like, 'Oh yeah, I know that. I know that. I know that.' And they started saying, "Our job is not to get this into your interior, your front of your mind, it's to get it into the subconscious mind. The subconscious mind is where this stuff becomes mastery, we're just doing it because you understand it at a deeper level. Not where you're trying to think, 'How does this work? What's the first step?'" And it was just cool, and so, as they started teaching this, they said, "I want to make sure because, if we don't pre-frame this, a lot of you guys are going to discount the stuff like, "Oh, I've heard that before. Oh, I already know that" Oh, where, they said, "The job is not for you to also get a new thing. It's for you to internalize this and to master this so that it becomes something that you have forever." And so that was the pre-frame. And then they start talking about, "Three ways to train your subconscious mind." It was really cool. It's the number one. The first way to train your subconscious mind is through repetition, hearing things over and over and over and over and over again. It's the repetition that's the key, which is why it's so important. The second thing is immersion. It was a five day event in Jamaica. It was a three-day event that we went to earlier. These immersion events where were there for a long time, because if you're just dabbling in, "Oh, I got a little piece here and a little piece here." And you're not getting immersion, you're just dabbling and it's hard to get that into your subconscious mind where it becomes mastery. And then third way is hypnosis. And she said, “At this event, we're not doing hypnosis, but we're doing repetition and immersion, repetition and immersion because we have to let this sink into your subconscious mind." It can't be like, "You and your spouse get in a fight and you're trying to think now, 'What was that thing again? Let's see, okay, they taught us this thing.'" It's like, no, you have to get it into your subconscious min so it becomes habit. So it becomes something that you can use. And as she was saying that, I started thinking about myself, I started thinking about wrestling. And I remember having this aha towards the end of my high school career. I wrestled in high school and in college. But it was toward the end of my high school year. And I was someone who became obsessed or stressed with wrestling. So I was wrestling during practice, before practice, after practice, I was doing summer camps. I was like, as much as I could, I was wrestling. And I remember, because you'd go and try and learn the new move, the new move, the new move, or, they teach you the same move and help you do it over and over again. And I remember I found this to be true. I would drill a move a hundred times in practice, but it wasn't my move until I hit it once in an actual match. I remember having that, epiphany, "I can train this thing a hundred times until I've actually hit it in the match where it's... Those who have ever competed at any high level when you're competing, it's not your conscious mind out there where you think, "Okay, what's the first thing, I'm going to shoot here. I'm going to grab his arm here. When I step on the mat and I shake their hand, it's weird that everything disappears and you just go, it's your subconscious mind taking over. So it's like all these things you've been drilling over and over and over again. So it's not me consciously, "Oh, I learned, a single leg, there's a single, I should go grab it." At that point, it's gone. Like I missed it. The mastery comes back, feeling it, "When this person moves this way, this is where my body needs to go and how I need to shift, and the angle I need to take." and so I'm drilling it over and over and over like a hundred times drilling it, you start feeling it. But then it wasn't until I hit it in a match. As soon as I hit a once in a match and not I tried in the match and I missed it, it was if I hit it once in a match and I executed on it, my body would remember that. I remember telling some of my teammates that, during my senior year, this move I would drilling it until I hit it in a match. It's not mine. And they, they didn't understand that. I said, "Yeah, like I can drill this a thousand times. But until I've, until I've used it in a match, like, I don't know how to explain that, but not mine." I know I understand this, it's because it was deeper than just the consciously me knowing how to do the move, it was subconscious where my could just hit it. And so what I would do is I would go out in my matches where I knew I was wrestling someone who was easy, someone I knew what I was going to beat. My job was not to do the moves that already knew. The job is I have to hit the moves I've been learning. The ones that aren't in my subconscious mind yet. Once I'm trying to train to get back there so I can feel it and it just comes up. Those are the ones I need to hit during my easy matches. So, that way they become my moves. Because, it's not my move until I've executed it at least once in a live match. And so I would do that say, "Okay, this week I've been drilling this, this, and this. So during this match, I'm not trying to do the moves I know, I'm going to be doing these new moves because I need to execute it live in a match. Because then it's in my subconscious mind and I've mastered it. And now I can bring that out, whatever I need to. But until then, it's not mine. It's just something that I've taught my head that I know how this thing works. You think about that as you get better and better at any kind of sport or any kind of thing, like in wrestling, my moves, the ones I'm amazing at, I can still to the is day hit them perfectly like I've done some so many times. I don't have to think, "Where must I hips go? Where's the pressure?" It's just my body. So, it's so deep in my subconscious mind and it's there and I've got it. And how that happened, repetition, repetition, repetition, number one, immersion, immersion, immersion. Doing wrestling camps, long things and lots of practices like immersing yourself so it becomes a part of mastery. And actually used to do some hypnosis as well to help master those things. So those were the three ways to train subconscious mind, repetition, emerging, hypnosis. Okay. And so a couple of things that Stacy and Paul taught that was really, really cool. The first question was, "How many repetitions do you think it takes to reprogram? We don't know it's going to take a lot. It's not just you hearing something once. If you're a second timer, third timer, fourth timer. For wrestling, I would drill the drill, hundreds of times of repetition before it was reprogrammed and into my conscious mind. In fact, it wasn't, I actually live in a, in a, an experience where, it became my own move. Okay. So how many repetitions do you need to reprogram your subconscious mind? A lot. Okay. That's why it's like this event that we're going to teach the same things I've been teaching over and over, over. And because the repetition will try and get this into your subconscious mind so you can use it. So it becomes your move. It becomes your default. So instead of going to the trigger and you normally go to, this is the new trigger that comes up, Number two, things she said that was really cool. She said, "Resistance, means it's not yet wired into your nervous system." So if you hear something in your defaults like, "I've already heard this before." Boom, that is the tell-tale sign that you have not mastered it yet. Okay, because if you resist it, it means you conscious mind says, "I know this, give me the next thing." Okay. So if you're resisting it, like, "I already know this, I've heard this before. If you're resisting, it means you're not yet wired into your nervous system. That's like the tell-tale sign. Okay. If like, "Is this my nervous system? No." Okay. If you're resisting it, you're like, "I've heard this before," it means it's not in your subconscious mind. Okay, that leaves number three. Number three is when it is in your subconscious mind, and when he is in your subconscious mind, you'll actually be excited to hear the repetition. Can you guys benefit if you hear me tell the story for the 18th time and you are like, "Oh, this is annoying." And when you hear it and don't say anything, that means you're excited. That means it's in your subconscious mind. So, that's how you know. Okay. So as you're learning something, number one, the repetition is important. Number two, if you're like, I've heard this before. It means it is not in your subconscious mind is a tell-tale sign. If you're like, "This is awesome." I've heard this before." You start looking at it differently, you start seeing different intricacies, start getting to a deeper and deeper level, then you notice in your subconscious mind, okay. Those are the things. And one thing that Stacy said over and over and over again and said, "Be careful of what you're so certain with." Be careful, "I already know this, I already know this." Be careful what you're so certain with. Because if you think you already know it, you probably don't. At Least you don't know it to the level you need to, to have actual mastery. Okay. And so, as they were telling this, I was just so fascinated. I'm thinking about it. I start thinking about from my wrestling background, like, "Oh my gosh, this is so true." Let's start thinking about it for my business. If you look at what I do, I have handful of frameworks that I've been teaching for almost two decades now, which is crazy, and some of you guys have come into my world and you've read the DotCom Secrets book and you learn them. Then you read the Expert Secrets book and then the Traffic Secrets book, then you listened to 400 episodes of my podcast, and then you did the 5 Day Lead Challenge and you did The One Funnel Away Challenge and the Two Comma Club Live, then the Funnel Hacking Live One, and number two and number three and then you keep experiencing this again and I keep hearing these things over and over and over again. That's good. That's the key to mastery. It's the key to understanding these things. Okay. I promise you as many times you guys have heard me talk about these things, I've said them 10 times more than that. Which helps me master it. I've done it a hundred times more than that before I ever shared it and so these are the keys to mastery. And so if any, you guys are in a spot like, 'Oh, I've heard this before. Oh, I've done this before. Oh, I already know these things." You're at this, this level where it's in your conscious mind, but it's not mastery. It's not your subconscious mind. Okay. Cause resistance means it's not yet wired into your nervous system. You step back, and when you get the point where it becomes part of you, like that becomes your move where literally right now, if I'm going to launch a book, I don't think about it consciously. I don't think, "Oh, what's a book photo going to look like?" I've done it so many times I've mastered it. I can sit down. I can teach a two day event on a book, funnel without any notes, any preparation, anything because I know it. I understand I have perfect mastery of it, and that's the key. One thing they said at the end, which was kind of cool, "When you finished with this work, you're not finished until you become the solution. So in their relationship program, when you, the point where your relationships are perfect, where you, you become the person that you're trying to be, where, they asked you a question, you get a, you get into an argument or a fight or something triggers where your default is, the right reaction. That's when you're finished. That's when you become the solution. Right. In marketing. When you can look at any situation, you know exactly what to do, then you become the solution. That's the key. So you're doing this until you've gotten mastery. I thought it was such a cool pre-frame for their event. And the more I thought about it, the more I've seen that in my life with wrestling, with business, with things that I've achieved mastery in. It's so true. Right. I think about Tony Robbins, like I've been to Tony Robbins events lot. I've been to UPW a ton of times and I think the second UPW, I do remember, I've heard this, I've heard this before, which is funny. And then I went to a third time, a fourth time and fifth time took my kids to it. And the more times I hear it, the more I'm like, okay, cool. This is always talking about this. And I'm like looking for different angles and for ways to understand it. And if a ways to like, "How do I apply this to my life? How do I make this? So that it's my move, right? Because until it's your move, it's just something that you practiced. Okay. And practice is good, but that doesn't make mastery. Mastery comes from repetition, immersion and or hypnosis. It's doing it so many times now it becomes your move. And when it's your move, then you own it. Now you've become the person you need to be. You become the solution. And so, anyway, I hope that pre-frame helps and I hope it gives you some purpose now, "Ok, I'm going to go deep on Russell stuff and I'm going to really study everyday that's not my goal, but, but for some of you guys, that's what it is, you constantly understand marketing, but you don't understand it at a level of mastery, which is why you're still struggling. So keep going through it, repetition immersion. If you're not going to Funnel Hacking live yet, you're insane. If you haven't been to the Two Comma Club Live Virtual Event yet, you're insane. Like giving them the One Funnel Away Challenge the new one, you're insane. Keep doing it until you really understand that you've mastered it. And then that's when you become the solution. You'll know because now you're having success. Right. And the relationship game, like when, when every situation I get in my subconscious mind knows the right way to do it, when I've mastered the, frameworks and mastered the processes where I don't have to think about it consciously, It just subconsciously happens. That's when I can stop doing the work. That's when I become who I need to be. Right. The same, thing's true in your business. And so I hope that helps again. It helped me in my wrestling and I wish I would understood these things when I first started wrestling. But by my senior year, I was, I was realizing I was, I was seeing that I was seeing the man, I can practice the practice, but it's not my move until I've hit it subconsciously in the live match. And so let me force situations. I have to do it subconsciously. Let me get, in the beginning situations where I need to use this thing where I'm not using my conscious mind, but I'd have to hit it subconsciously. That's when it became my own. And so, anyway, I hope it helps you guys. I appreciate you all. Thank you so much for listing and a couple of things. Number one is again, become immersed in my world. If you haven't yet, it's time. Start with the One Funnel Away Challenge. From there, coming to Comma Club Live Virtual Event, from there come to Funnel Hacking Live like immerse yourself. And if you want to learn more about how to use this stuff in relationships, go check out Stacy and Paul Martino, relationshipdevelopment.org is their site and I would just jump into podcasts and start immersing yourself. You'll love them, they're amazing people. Yeah, help me turn in my life. I think they can help you as well, but that's it guys, appreciate you all. And I'll talk to you all on the next episode. Learn more about your ad choices. Visit megaphone.fm/adchoices

Are you getting offended by people in your life? If so, listen to this now! 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 the Marketing Secrets podcast. Today I've got a rant, and the rant is I'm going to teach you guys the secret to not being offended. All right, so good morning. Today started off with two people being offended because I sent them a gift. These people in my High End Coaching program, who I send them a gift to help them in their journey, in their life, and they were offended. So offended in fact, they went and they posted it online at how offended they were about the gift that I sent them for free. So that's how the morning started out, and then ... I'm not going to give details. There are other things in this world around us that are happening. And everyone's getting offended about the stupidest things almost all the time, and it is driving me nuts. And so I wanted to teach you guys a secret. This is the secret about how to not get offended. I don't get offended very often. In fact, it's very, very rare that I do. And I can tell you this, the quality of life is a bajillion times better because I don't get offended at every little thing that comes across my plate. I have people who I completely strongly, strongly, strongly disagree with, and guess what? They can post their thoughts, their beliefs, I don't get offended. It's the weirdest thing. And so I'm going to teach you guys a secret. Do you guys want the secret? Because this will change the quality of your life. Now some of you guys are going to be offended I'm even telling you about this. For those of you who are getting offended right now or will be offended momentarily, that is a sign that you need this more than anybody else. And so, yeah, so here we go. This is the secret to not getting offended. You have to assume that even if people disagree if you, even if what they believe is not something that you believe in. Even if they say something that you strongly ... You hear it or you see it or you read it, it makes you sick to your stomach and making you upset, whatever, frustrated. The secret is to understand that people all act out of good intentions. What? "There's no way, this person's evil." No, people act out of good intentions. This is the big secret, this is the big aha that most people want to understand. People aren't going out there trying to be horrible people, they're doing it out of good intentions. The first time I heard this epiphany, this aha, the first time I realized this to be true, I was actually at a Tony Robbins event. And Tony talked about this. He said, he said something along the lines of that people act out of good intentions, even if what they're doing is evil. And I was like, "What does that even mean?" And he said, he was telling the story about UPW, which is his Unleash the Power Within event. He said that, "I was sitting in this event and we're talking about tensions." He said, "I had a workshop and people writing their notes down." And he said that, 'After you write your notes, you share it with your partner." And apparently some guy saw his partner's notes, and in his notes he talked about the fact that he was planning on killing his wife, his kids, and then himself. And this guy starts freaking out. He goes and finds one of the ushers, like, "Oh, my partner here is about to do something really bad. You should do something." And so they went and told Tony. And so Tony called the guy up, "Hey, so-and-so, come up on stage." And he's like, "Tell us what's going on?" And the guy was just like, "Well, my plans are after this, then I'm going to go home and I'm going to kill my wife and my kids and then myself." And everyone in the audience is like, "Aah," super offended. "This person is evil. This person is the most horrible person on this planet." All these things. And that would be most of our gut instinct, is this, "Aah." And Tony starts working the guy and starts talking through things with him and say, "Well, why are you doing this? What's the purpose? You're not just doing it to be a horrible person, why?" And when it came down to the guy came back and was like, "My father left when I was young. And it ruined my life. These are, all the things happened because my father left me." And he said, "I am miserable. And I want to leave, I want to leave this earth. But I know that if I leave this earth it's going to destroy the life of my wife and my kids, I love them so much. I don't want them to go through the pain that I went through. And so because of that, this is why I'm going to do this thing." And obviously, yes, it is messed up. It's like, there's a lot of psychological help that needs to happen there. I'm not downplaying that at all, but the person was acting out of good intentions. They weren't going and trying to be this horrible person, they were trying to act out of good intentions. And it's interesting, when I see people post something that I don't agree with, I don't try to get the initial visceral response, like, "Aah, that person is evil. I'm offended. Let me tell them why they're evil in the comments down below." Instead, I look at it, I'm like, "Man, I don't agree with that. But what's their intentions? Is it good?" And I think about it and I'm like, "Huh, I strongly disagree with what they're saying and why they're saying it." But typically, almost every time I've tried to do this exercise, I'm like, "Man, the reason why they're doing that is actually out of good intentions." They're doing it because they believe this, they're doing it because of this. And it's interesting as I step back and I stop and I say, "What are their intentions? Is there any possible way they have good intentions with this thing that they're posting? This thing that they're saying, this thing that they did, the thing they experienced, the thing ... The gift that they sent me in the mail." And then I started thinking for a second, "Is there any possible way that this person had good intentions? And what would that look like? Well, what's the lens I'd have to look through for me to post that?" And I can look at it and say, "Man, I completely disagree with that person. I think they're wrong, I don't agree with anything, but I can see the reason why they did it is because of this. This is their intentions and their intentions were pure." And I believe, maybe I'm just naive. I don't know, maybe I am. But I think that all humans who are on this planet here, they act out of good intentions. And sometimes intentions are messed up, sometimes a psychological damage and they're just like ... There's all sorts of things that happen, but I think that all the decisions that all of us make, there are good intentions. And so because of that, I can look at somebody who does something and not be offended. I can look at somebody who believes different than me, and I can love them. I can look at somebody who I think is insane because of their beliefs, their thoughts, their posts, their gifts, their whatever. And I can still love them because I'm like, "Man, they're acting on a good intention. This is what they think is best and that's why they're doing it." And so that's the secret, you guys. That's the secret not being offended. And I promise you, if you start looking at that lens differently, you're going to start loving people that you see, people who ... Christ talked about you should love your enemies, this is how you do it. You understand, "Man, this person may be my enemy, but they're doing it because they think this is right. They have good intentions. They're trying to help people in a way that I completely disagree with, yet I can still love them because they're doing out of good intentions." There's a quote I posted today on my Facebook wall, my personal wall, it said ... It's from Brigham Young, it says, "He who takes offense when offense is not intended is a fool, but he who takes offense when offense is intended is a greater fool." And so I want you guys to remember that, don't take offense. First off, if someone does something and they're not trying to offend you and you take offense to that, you're a fool. You're an idiot. That's on you, not on them. And then if they do, if they're trying to offend you and you take offense, then you're a greater fool. So I thought that was really powerful. So anyway, I wanted to share with you guys today because there's too much of this in the world today. Everyone's getting offended and it's ridiculous. Especially when somebody sends you a gift in the mail, or especially when somebody posts something about their beliefs, because they're trying to help people in the way that they think is right. I don't care if you hate them, if you disagree with them, if you think what they're doing is evil, bad, we need to love them. They're doing it out of good intentions. So instead, try to help them align their intentions if they, what can you do ... Instead of going in the comments and try and destroy this person and cancel them because they did something that you disagree with, what if you came back and say, "Man, how can I actually help serve this person? They're in good attention, but I think that they're steered the wrong direction." andm this intervention that Tony went through, he didn't go and get the guy locked up. It's like, "Man, I should help this person realign their understanding. If I can shift their intentions to something more positive, maybe this outcome won't be as bad as they think." And you do that not by trying to force somebody, not by trying to make them to change, you do it through inspiration. Who are you becoming? I just went to Stacey and Paul Martino's event, and they talk a lot about this concept. They call it transformation through inspiration. If you wanted to move somebody, being offended and trying to cancel them will not get them to move. It'll just make them hate you more. Instead, live your life in a way that spires people, that transforms people to make them want to think like you think. That's the key, that's the big secret. You look about the greatest teacher of all, Jesus Christ, when he came to this earth. He was not coming down trying to force people to follow him. No, he said, "I'm going to set an example. And if you love me, keep my commandments. And this is what I'm going to do." And he showed these different things. And man, we looked at him and said, "This guy, I love him, I respect him. I'm going to change my beliefs because I'm inspired by him and what he did." And that's the key, inspiration through transformation. So instead of trying to be offended, live your life in a way that gets people inspired. So that when they're struggling and they're realizing, "Man, this blueprint, this thing that I believe this, my intentions are wrong. Who do I trust? Who do I listen to?" It's like, "Oh, the person that was yelling in the comments, I'm going to trust their opinion." No, no, no. That's not what they do. They step back and they say, "Hum, well, that person, that Russell's really cool to me all the time. Even when he disagrees with me. Man, he's got something figured out. Maybe I'll listen to him. Maybe I'll ... What does he believe? What's he doing?" And that's how you get people, that's how you cause change. Not the other way around. So quit being offended, is number one. Okay. Number two, the secrets to not being offended is understanding that people are all acting out of good intentions. I honestly believe that. Number three, if you take offense when offense is not intended, you're a fool. If you take offense when offense is intended, you're an even greater fool. And number four, if you want to change people's lives, literally it's transformation through inspiration. Not by being offended and trying to cancel, I mean, yelling in the comments. So there you go you guys. If I ever send you a gift, even if you hate it, just throw it away. It's cool, I was trying to do something cool. I thought it was helping you. And if you're offended somehow, that's on you, not on me. So that's that. Appreciate you guys, hope you are all enjoying the day. Go out there, love somebody you disagree with. Live life in a way that transforms, inspires people, and be good to people. That said, appreciate you all and I'll talk to you soon. Bye, everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

How to find the secret things you didn’t even know you were looking for. 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. Hope you guys are pumped and excited for today, because I am. The sun's up, it's beautiful. I just got out of the dentist and wanted to hang out with my friends. All right everybody. I hope that you guys are all been amazing. I'm working on so many fun things right now that I'm not even sure what to share first or second or third or where to go or what to do. But I wanted to just jump in today because I had an interesting conversation yesterday with Mr. Steve Larson, who's one of my favorite people, not only inside the ClickFunnels community, but just in the world. He's super cool. And I appreciate, I was hanging out with him, talking to him and it's been fun. Those who don't know Steve, he came into my world as my funnel builder for a couple of years and then went off on his own. It's been fun watching him build his movement and his tribe. But he was there, like when I was writing the Expert Secrets book. It's fun because when I decided to take on a project, to start writing, and you go through this phase of brainstorming and searching and researching and finding things out and discovery and like, so he was there during the whole process. Literally sitting next to me during most of it, which was pretty cool. I don't know. A pretty cool opportunity. He tells me stories about a lot. Like, remember when we were doing that and you were coming up with this and like... It's kind of fun because yesterday he messaged me and he's like, "Hey, I'm looking for a coach in this area of my life, who would you recommend? Like, what should I do?" And I kind of stopped for a second. And I was like, "You know what? There's a lot of good people. And I was recommending a few people and stuff like that. But I came back and I was like, "You know what?" Me and him have talked about this a lot, but I was like, "Honestly, the thing that's going to get your learning and your understanding of the next level more than anything is probably not the next coach, as much as you sitting down and actually writing a book. This is not a podcast about writing a book. I did one of those recently, but I wanted to talk about this because there's so many people that want to become an expert. They want to write a book. They want to make courses. They want to make podcasts. Things like that, right? We talk about the value and the importance of publishing. If you've been around me for any amount of time, you know I'm such a big believer in everybody needs to be publishing daily. Like, what are you publishing? Like pick a podcast and do it daily, or write a blog post daily, or do YouTube or Facebook live. It doesn't even matter. The goal though, is as you start doing that, you start finding your voice, right? If you've read the Expert Secrets book, I talk about actually... excuse me, the Traffic Secrets book. I talk about the two reasons why you need to publish daily. It's because number one, it's going to help you to find your voice. Number two, it's going to help your audience to find you. I'm a big believer in that, but there's something magical about actually writing a book. That's been interesting. I'm writing my fourth book right now, and I'm not telling details about it yet, but I'm writing it and it's just been so fun. I kind of forgot about this process. Like, as you start writing... because you to take this concept and break it down. How do you make it simple? How do you make it interesting? What are the case studies and the use cases? Like have other people talked about this already? I want to make sure I'm not saying the same thing other people have said. You get in this like research phase. You're studying and you're learning and trying to figure things out. And by going through that process, it's insane the insights you start getting. I almost feel like God, or whoever you want to believe, I obviously believe it's God, but he's like, "If you're willing to go on this journey, I'm going to start making these insights clear." It's the same reason why Tony Robbins always talks about he doesn't want people dabbling he wants you to go through immersion. Where you're going through a four day event, or you're reading a book or you're doing these things, because immersion, you start connecting these dots you don't see normally. All I can say is that the process of writing a book for me, I started seeing patterns and things line up that I've never seen it in any other situation, even publishing daily. There's something about it where these patterns, these ideas, and these things start showing up. It's funny because last year I wrote the Traffic Secrets book. Man, maybe two years ago. Dang it. Anyway, whenever it was. Then after I got done, I went back and I rewrote the Expert Secrets and the Dotcom Secrets book for our hardbound versions, you know? It was interesting, as I was going through, I'm reading the Expert Secrets book, and I'm doing the editing, I'm just like, "Where did some of this stuff come from?" Not that I'm like patting myself on the back. Some of this stuff's amazing. I don't know where I... Like, how did I come up with this? I don't remember the process. It's going back to like when Steve and I were sitting there in that room in that office writing the book. It was like brainstorming and researching and thinking and looking at patterns. And all of a sudden it's like, because I'm deep in this like treasure hunt trying to find the piece of gold, it's like the pattern shows up and it's like, Oh my gosh, here it is. It's like this gift is just handed to you on a silver platter. I feel like that's happening right now in this book, because I'm going through it, I'm discovering and finding these things I never have seen before, which is just so interesting. It comes down to too, honestly, it is immersion. It's immersion in different areas. It's immersion in your learning and immersion in your content creation, immersion in your product development. If you're creating a course, if you dive deep into it, start doing this stuff, again, hopefully, if you look deep, if you start trying to figure and really learn the stuff, these insights will start popping out. If you're going and you're studying somebody, instead of just like, "Oh, I'm going to listen to a podcast once a week." Or, "I'm going to go read a chapter every few days." But you go to true immersion where you're like, "Okay, I'm going to binge read this book in a day." Or, "I'm going to go to a three-day event or five-day event or whatever." But you started going through immersion. You start seeing things in a different ... I don't know how to explain it more than these patterns start appearing that you don't see when it's disjointed. I had something similar happen. This is kind of more on a spiritual side, but, a lot of you guys know I'm a member of the Church of Jesus Christ of Latter Day Saints. Some people nickname us the Mormons. Typically, what I would do, is read a chapter in my scriptures every single day, right? Which is awesome. You get different insights that are really, really useful and helpful. Then one day I bought a first edition Book of Mormon, which is super rare and kind of a cool special thing for me. So I bought this book and I was like, I want read this entire book. And there's a guy, back in the days, and he's Parley P. Pratt and he read the entire Book of Mormon in a day, back in the 1800s or something. So I found out when his birthday was, and I took the day off of work and I'm going to read this entire book in a day. It's a big book and it's not light reading. And I spent 18 hours reading and I got about halfway through. So I don't know how that dude did it in a day. But, anyway, regardless, I spent 18 hours reading this book and I got super deep into it. It was very similar. I had these breakthroughs and these patterns, these things showing up that I'd never seen before. Because I had seen things like in isolation, of a chapter, a verse or whatever, but when you read it, it's 300 pages at once, you start seeing the patterns starting to appear. Anyway, I wanted to share with you because I want you thinking about that. Like you're learning, your creation, is doing it in a state of immersion because these patterns start showing up. So anyway, I hope it helps. I just got home from the dentist. I'm going to go have some food real quick and head in the office and get back to writing. So with that said, I want to challenge you guys. Immersion. Either studying or learning or creating or whatever, block out time and go deep and start looking at the patterns and the things that appear because it's a gift. It's amazing. You'll find things you weren't expecting. It's pretty, pretty special. So with that said, appreciate you guys. Have an amazing day and I'll talk to you all again soon. Bye everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

Something my wife and I have been testing that has changed our relationship, and will change yours too. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Hey everybody, this is Russell. Welcome back to the Marketing Secrets podcast. I got a really cool hack for your language. It's going to change your entire life. All right. So this one's simple. This is probably four years or five years ago, back in the very beginning of my podcasting days, back before Marketing Secrets, back when it was the Marketing in Your Car podcast, for my OGs. You guys remember that? I shared something that I was doing with my kids that was really fun. And I talked about how, when you meet most people, when you go to the grocery store or something like that, "Hey, how's it going?" They're like "Good." Or you see someone at the airport, "Hey, how's it going?" "Good." You start traveling, "How are you doing today?" "Good." Everybody's like, "Good, good." And good is boring. Good is the enemy to great, right? And so I started teaching my kids. I was like, "Hey, when somebody asks you, 'How are you doing?' Instead of saying 'Good,' say, 'I'm awesome.'" I think just try that. So my kids started doing it, I started doing it. I remember, I had to be at the airport at six in the morning, and the cashier when you're buying your gum and your water's like, "How are you doing today?" Because they have to ask that. Ad you're like, "Doing awesome." And they're like, "Oh, I wasn't expecting that." And it just shifts the person you're talking to every single time. It was like so simple, so dumb, but for the last four or five years, and I'm not perfect at this, but I always try. When someone asks how I'm doing, I never say "Good." All right? Instead I say, "I'm doing awesome." And it just kind of catches them. Even if I'm not doing good. I'm like, "Oh, I'm doing awesome." And then they're like, "Oh." and it shifts them. And it shifts you. So that's a little language hack. Right? So there's little things like that, that I'm always looking for, that are super dumb and super easy. And I found one the other day. Someone posted on Instagram, I'm not sure who it was. I think it was Lisa Bilyeu, but I'm not positive. So I'm going to give her credit, but it may not have been. But what she said, I think, or whoever it was, I think it's her. But the person who said it said, "Next time, instead of saying, 'I'm sorry,' shift it to, 'Thank you.'" And I was like, what? And then she gave an example. She said, for example, let's say you're running late and you run out to the car. Instead of saying, "Oh, I'm so sorry. I'm late," instead say, "Hey, thank you so much for waiting for me." Little shift. Now I want to show you how huge this actually is. Okay? When you say, "Oh, I'm so sorry. I'm so sorry." What does that do to you? It brings guilt upon you, then the person feels badly. "Oh, don't feel guilty. No, it's totally fine, la la la." And it shifts this whole conversation, where everything's based on guilt and remorse and feeling bad about something. And it just ruins the whole thing. Where you shift it to say, "Oh my gosh, thank you so much for waiting for me," suddenly the person's like, "Oh, you're welcome." And you just gave gratitude to that person. That person received gratitude. Like, "Oh, no worries. It's totally cool." And all of a sudden, it shifts the entire dynamic, the feeling, the energy, everything shifts after that. Now this has been a fun one for me because my amazing wife who I love so much, she definitely... Guilt drives her a lot of times. And so she says, "I'm sorry," everything, over and over and over again. And so I've been playing this with her just to see what happens. And so she had to leave for a couple of days and I had to run the kids and everything, and it was crazy, hectic, and stressful, and hard. But as her husband and as the man, I'm like owning it. Right? I'm doing it. I'm doing all the things. I'm doing the hard work. And I'm feeling really, really good about it. And she called me, she was like, "Oh, I'm so sorry that you're doing all this." And I'm like, "Don't feel sorry. I don't want you to feel sorry for me. I'm freaking stepping up. I'm your man. I want you to be thankful for this." And so I told her, I said, "Hey, instead of saying, sorry, say thank you." That makes me feel better about it. I don't want to feel like, man, like I'm this stranger. Like she feels sorry, and now there's guilt. She feels guilty, then I feel guilty that she feels guilty. It just ruins the whole experience, versus her saying, "Thank you." And so for the last week and a half, two weeks, she's been doing this. Instead of every time she's slips and catches yourself like, "Oh, I'm so sorry. Oh wait, thank you so much for doing that for me. Oh, thank you for taking care of the kids. Thank you for stepping up. Thank you for staying late. Thank you for coming home early. Thank you for..." And just shifting it from "I'm sorry," to "Thank you." And I cannot tell you the shift in my energy and her energy and the experience together. It is night and day. For me, as the receiver of that, has been amazing. And so I want to share that little hack with you because I promise you, for some of you guys, this will change your life. This will change your relationships. Don't say, "I'm sorry," anymore. Unless you do something stupid, go say sorry. You should be apologizing, but for every situation that's like, you're late, you're on time, someone's doing a favor for you, whatever. Shift it from "I'm sorry," to "Thank you." And that little tiny shift, as little as it seems, it changes the energy of the moment, changes the person's attitude, changes your attitude, makes them feel gratitude, it makes you feel gratitude. It makes them feel gratitude and everything good will come from that. And so, anyway, I wanted to share it with you guys today because it's exciting for me. And hopefully it'll be an exciting tool for you as well. So that said, you got two tools now. Number one, "How are you doing today?" "Doing awesome." Number two, "Oh, thank you so much for waiting for me. I appreciate that." Those two little shifts will change everything. All right. Have fun with them. Try it out. Let me know how it goes. I appreciate you all. Thank you guys for listening. Did you notice that? I said, "Thank you." If I had said, "I'm so sorry I wasted your time today. I'm so sorry that you had to take four minutes to listen to this today." It would have been different, right? So thank you. Thank you for listening. I appreciate you taking the time today. Hopefully gave you value. You guys give me value by listening and I'm grateful for that. Anyway, that said, appreciate you guys. Hope you enjoy this episode and we'll talk to you guys all soon. All right. Bye, everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

If you're struggling with difficult times, as most of us are; this is one tool I learned from Tony that's been helping me a ton. 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. Today, I want to go a little Tony Robbins on you if you're okay with that. We've been dealing with some hard things and something I learned from Tony about, man, eight or nine years ago has helped me and I want to share with you guys as well. All right. So I'm not going to go to specifics, but I think everybody, especially in the last year, has gone through hard things, challenges, things that are frustrating. Things don't make sense. Things make you angry, things that make you sad. And it's hard. Anyway, I think for the most part, most of the stuff I talk about is the fun stuff and the exciting things. And I think that maybe the positives and the negatives of social media and all the things we do is that usually we share a highlight reel, which hopefully inspires people and things like that. But there's also the other side we don't talk about as often, but it's there. And we've had a lot of, I think like everybody, a lot of ups and downs, especially over the last 12 months or so, but we recently had one that's been the toughest by far. Again, I'm not going to talk about the details at all, but as my family, I've been kind of navigating this and going through it. The one thing that keeps coming back to me is it's interesting. It's this thing that I learned from Tony Robbins very first time I went to UPW. So I didn't know how long ago it was. It was over 10, maybe 12, probably 12 years ago. Dang. Anyway, so that the time I was at UPW was actually, it was right after Jim Rowan had just passed away, which was interesting. And Jim Rowan was Tony Robbins' first mentor and he passed away and the event was like three days later. And so we're at this event and of course, Tony starts talking about his mentor who just passed away. And he talks about how obviously how sad it was for them. And then he started talking about this concept and he expounded on it at other events I went to. He talked about the meaning that we attach to things. And it was interesting because so many of us experienced the same things, right. But the meaning that we attach to things is how we end up feeling and how we cope with things. Right? And so, for example, he said, when Jim Rowan first passed away, his first year, the first initial news and your mind automatically attaches a meaning to it, right? Here's the news, boom, here's the meaning and the whatever meaning is attached to it, that's how you feel about situations. He said, by default, the meaning he got was like, "Oh my gosh, my mentor died. This is so sad. Like I wish I could have talked to him. I wish..." And all these things. Right. And this was meaning is that this thing is so sad and so hard. And it's because of it, it was hard. He's like, for the first couple of days, I struggled, I was really struggling, but he's like, as I stopped and I was able to sit back, I started noticing like, what was the meaning that I put to this? Like the, his death and like the meeting was man, I wasn't ready for him to go. You know, it was too early. all these things like, that was the meeting that my, that my brain by default attaches. And because I was able to step away and become conscious of meaning that attached. I was able to think about well, what meaning would I like to attach to this event? I can change the meaning. And so he sat back and he said, "I'm going to change the meaning." And instead of saying, "This is such a horrible thing. I'm like going to change the meaning. It means like, man, I'm so grateful for the time I had with him. I'm so grateful things I learned from him, such an amazing man." And he lived such a great life, like how amazing it was. And so he shifted the meeting. "When I shifted the meaning, like the feeling was different. And I went from being sad to being like, man, this is such a, I was so grateful for this person." And again this is just a tiny little shift, but so powerful. And as I've been experiencing dealing with things over the last little while, I've been trying to be more conscious of what things in my brain... What's the meaning that my brain attaches by default when an experience happens. And typically when it's a sad or a tragic or a hard experience, your brain defaults to like the worst thing, right. Boom, with slapping that label on, slapping that meaning. And if you can learn ow, to step back from the initial, what your brain quickly labels something on, you can shift things, right? Like for example, someone walks up to you and they slap you in the face. Like the meeting is going to attach like this person just slapped me. I'm going to slap them back and boom. And all of a sudden, like the scuffle happens, right. But if this is a slap in the face, you stop, you like, what's the meaning? Why did they do that? What's the purpose of being like, "Oh my gosh, the person slapped me because they thought that... Whatever." And it's like, you come back. No, no, wait, let me explain and you can diffuse the situation. You can change it by shifting the meaning that you're attaching to it. And something that Tony talked about later, it was a date with destiny, he talked about becoming a master meaning maker. So what's the meaning you're going to attach, like making the meaning. And so you start dissociating yourself from like the thing that your brain immediately attaches and saying, "Okay, experience happens. It's stopping." What's the meaning that you choose to apply to this situation, this event that just happened. Right? And now you apply different meaning. And it's like, "Oh." And I know for me, like man, especially social media and all social media triggers all of us, right. Where you see something, you see somebody post something and all the triggers start happening and you start firing your brain. You want to like, duh, unleash your wrath upon them in the comments. And what I've been trying to do really quickly is stop and looking and saying, "Okay, I'm going to assume that this person has really good intentions when they're posting. I may not agree with it but I do agree that most people do things out of good intentions, even if I feel they're misguided or whatever, but they have good intentions." Right? I believe politically, people on the left and the right and in the middle and all sorts of all that they say, everyone's acting out of good intentions. They're all doing what they think is right. Even though I think some people are completely wrong, it doesn't matter. They think I'm completely wrong. Right. And so it's like when they post something, I have the meaning of like, "Oh, they're evil, they're bad." Like that's the initial default that has come back saying, "Wait, wait." Instead, what if I attach the meaning that person has the good intentions. And I may not agree with them, but they're doing the best based on what they think is right. Right. And then we see, it's like how people parent, how people vote, how people, all these things. And it's tough because we want to fight. We want to be right. What I've been trying to do a step back and not default comment, not default fight back, but instead come back, say, okay, the meaning attached to that person's comment, it's not that they're dumb or they're wrong or they're whatever. It's just like, that person thinks that they're doing what's best for them. They have good intentions. I love them for the fact that they're doing their best based on the knowledge they have. And it's hard. I'm going to tell you, it's hard. I'm sure all you guys struggle with that. But for me, it's what I'm trying to do for a lot of reasons. One is it's keeping my sanity on somethings. Number two, it's helping me to be happier through these hard times. Right. Something tragic and horrible happens, it's okay, there's different meanings we can attach to this. It's not fair. It's why did it have to happen? Why did we... All these things or can make man what's the blessing, what's the shift? What's the thing we can change. And so I know it's not an easy thing. This is not something that's going to be like, Oh cool. I'll just start applying different meetings by default. But I do promise you that in most situations, our brains will slap the worst possible meaning on every situation. And if we can look at that and stop and pause and become conscious of it and step back and say, "Okay, I'm going to choose a different meaning. This is the meaning I'm going to attach instead." Is that this person confused, they slapped me because they didn't know who I was. They thought I was the wrong person, or they didn't understand the situation. Let me step back instead of punching them back and escalating this thing into a blood bath, which is actually fun. I'm all for fighting, but... I'm just kidding. Instead is come back and say, "Well, okay, they attached the wrong me. That's why they did this thing. Let me try to help them understand." I didn't, and coming back, we have an argument, I wasn't trying to be rude. This is the meaning that I attach to this and this is the reason, and this is why. Anyway, I hope that helps. I'll share this with my mom this last week. So obviously there's this whole, in the COVID situation, there's all these things, the vaccines. And my mom and I have very differing opinions on the vaccine and what you should do and what you should not do. And I'm not going to get political or talk like ... It's up to everybody individually, do your own research and figure out what's right for you. Right. But my mom and I definitely have different opinions on it. And she's very strong at one side, I'm very strong in the other side. And so we had this conversation and, in a spot where I wanted to get defensive and I wanted to try to point out my point of view and, try to prove through all my facts and all the logic and reasoning I have. I'm sure she wanted to do the same thing. When she told me and I was able to understand, she's doing this based on what she thinks is best for her and her best intentions. And I have to let her. I have to respect that. That's her decisions. It's not my decisions. And if I want her to love and respect my decisions, I need to respect hers. And so it was able to turn something that had probably a conversation that would have turned heated, frustrated, and probably burned some bridges for awhile into something where it's like, "Look, I love you and respect you, and I'm going to let you do what you feel is best. I'm going to do what I feel is best. And we can still love each other, respect each other." And the meaning is not like, "Oh, this person's dumb or they're wrong." Or they're whatever you want it by default want to attach to the situation, which makes me want to come fight and, and argue and all sorts of stuff. It shifted back to like, no, instead of that, the meaning is going to attach that this is what they feel is best for them. And I love them and I want them... And maybe I'm wrong. I don't know. Maybe I'm not wrong. I don't think I'm wrong, but it's their opinion. It's what they think is best for them. And so I'm going to love them and respect them for that and support them and just pray for them. And that's kind of it. So, anyway, I know this is a little different podcast episode, but I just wanted to give you guys that tool because something that's been helping me a lot, especially the last week or so. And yeah, it's just so as we're navigating these difficult times, any tools we can use help and learning about meaning and how to create your own, becoming a master of creating your own meanings, I learned from Tony a decade ago now, something that I'm using more and more, and it's been super helpful for me. So I hope that helps. Remember that your brain is going to slap a meaning on it. By default, it's going to be the worst possible one that's going to cause you to want to fight or flight or whatever that thing is. It's like your job to consciously stop and pick the meaning, pick the meaning that serves you the most, not the one that's going to cause the most turmoil in your life. And when you shift the meaning, it's just shifts the energy, it shifts the focus, and it can change your destiny. So hope it helps you guys. I appreciate you all. Thanks for listening. If you haven't studied everything Tony's ever put out, please do it. It'll make you better. It'll make you happier. It'll make life so much more full. I promise you, it has been for me. I'm grateful for him and his teachings. And that said appreciate you guys and good luck learning how to attach your own meanings to things. Thanks again. We'll talk soon. Hey, this is Russell again and earlier today I recorded the podcast about meaning and I just been thinking a lot about that over the last little bit. And just wanted to jump back in real quick and just add a couple more thoughts just for those who may not, maybe it didn't connect with yet because I wasn't very good at giving examples. I'm thinking more about, like some examples. I think about meaning in my life that I attach. For example, when my kids do something on my attach, like, "Oh, like I'm a bad dad because of that." Or my kids are lazy or all these different things we may attach, and a lot of times we beat ourselves up or beat other people up because we're attaching these meanings to different experiences and things that are happening. When instead of saying again, "Oh, I'm a bad dad." It's like, Oh, my kids are just, they have a lot of energy or I need to, how do I better explain this to them so they understand that importance of it or whatever that thing might be. Right. It's just shifting that, that meaning away from a lot of times the blame on us or blame on other people or opinions or judgments on other people to have more love and respect and understanding that everybody's kind of trying their best. And so I just want to kind of add that in there. I was thinking also I shared the conversation a little bit with my mom and I. And it's interesting because on her side, she's sharing me her thoughts and she's so emotional because she's scared for me because of my decisions. And I'm very scared for her because of her decisions. And so we have the same underlining fear for each other. Yet, we have the opposite beliefs on the topic. And so it's tough. And it's hard when both people are trying to do the right thing. Right. And so coming back and when the meaning becomes like hey this person really loves me and they really care, and this is their choices and that's what they feel is right. And I have to respect them. And I love them for that. I'm just like, I'm hoping that they will do the same thing for me. It's just shifting those meanings. So anyway, I just want to kind of add that in there for anybody who's trying to make it more real for themselves and think about it. Think about the times in your life, when you feel guilty, I'm a bad mom, I'm a bad dad. I'm a bad boss. I'm a bad employee. I'm a bad worker. I'm, all the guilt that we take on ourselves because we all do it and shifting that meaning, it's something different. So anyway, there's my addendum to the end of the podcast. I hope that helps shed a little bit more light. Anyway. Thanks for listening. Appreciate you all and we'll talk soon. Learn more about your ad choices. Visit megaphone.fm/adchoices

Last night I taught the youth of our church how to set goals. I want to show you the insights of what I taught them. 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. Today I want to talk to you guys about a really cool experience I had yesterday, that hopefully will help you with setting your goals, creating some routines, and ultimately getting the thing that you desire most in this life. All right. I hope you guys are doing awesome today. Thanks again for listening. I always appreciate the fact that you guys are here and you're paying attention, because you know what? I could be talking to myself right now, and I'm grateful for my audience at all times. But I want to tell you guys a really cool story. So in my church, I’m assuming most churches are like this, but we have a youth program, right? For the young men and the young women, and we're always trying to figure out, what are cool ways to help them and to serve them? And I was lucky, I got asked a couple months ago from one of the leaders of our church who asked if I'd be willing to come and speak to the youth about goal setting. And they're like, "You do seminars and stuff, right? Can you come teach on goal setting?" I was like, "I do, do seminars, I've never really taught on goal setting, but I definitely am a big believer in that and I would love to come and speak." And so, last night I had a chance to actually do it and it was such a cool experience. There about 100 kids there, including my three teenagers, which was awesome. And then I got to do this thing. And obviously it ended being about a two hour session. We helped them to pick goals in four different areas of their life. We helped them pick goals. A physical goal, an intellectual goal, a social goal, and a spiritual goal. And so, that was the thing. So I talked initially about goals and I tried to get them excited. I had one person who goes to church with us who basically said, "Goal setting's boring. Kids aren't going to want to hear about this." And I was like, "Are you kidding me? Goal setting is the greatest thing in the world. You can pick anything, and then you can go set a goal and then if you have the right process and the right path, you can achieve it." And I was thinking when I was in high school, I wanted to be State champ and I actually was a really bad wrestler, but I was like, "I want this goal." And so, I had the goal and I created a process. And by my junior year I became the State champ. My senior year, I took second place in the nation. I went into wrestling in college, all these things, right? When I started my business, I was like, "I want to make a million dollars." And I didn't know anything about business but I was like, "All right, I have a goal. Now that I have a goal let we reverse engineer. How do I actually have success with this goal?" And then I went and I executed on it and I had success with it, right? Same thing when I decided I'm going to be an author. Like, "But Russell, you suck at writing." Like, "Oh crap, that's true." "And you've never written a book." "Oh yeah, that's true too." But I wanted to write a book, so I set a goal, I'm going to write a book. And then I went and I figured it out and I created a process and I wrote a book. And then I was like, "I want to be a New York Times best-selling author." They're like, "But you don't know how to do that." I'm like, "I know, but I have a goal. So let me figure it out." And now this last year I hit that. So when we started the event business I was like, "I want to be the biggest event in our industry." "But you don't know how to run an event." "I know, but this is the goal I have." So anything you want, if you know the right way to set a goal and how to do it, you can achieve it. And so, that's what we talked about last night with them and it was really, really fun. And obviously, it's tough because they're youth and I got an hour and a half, I could literally do a three day event on this and it would be fascinating and fun, well it'd be fascinating for me. So I was trying to figure out how do I do this in a way that would get them excited and motivated? I'm not going to make these kids fall asleep and not embarrass my kids in front of their friends, so that was the criteria. And it's funny because, man, I prepared a lot for it. I was even more nervous for this event than I am normally a marketing event. And I think it's because of first off, kids and second off, my kids were there and I didn't want to embarrass them, so I was nervous, but I think it turned out really good. So I obviously don't have two hours to go through everything with you, but I wanted to share a couple of things that we did because I think it'll be helpful for you guys as you're setting your goals. Because I strongly believe that if you have a goal and you are excited by it enough, you can figure it out, okay? So like I said, what we did initially is we broke things into four different categories. A physical goal, intellectual, social, and a spiritual goal. And so, the first thing I asked them was "What is the goal you actually want?" So let's say we started with the physical goal. So I was like: "Okay, what's the goal you want?" And so, I was talking about my physical goal. I want to look like the dude who plays Captain America. That guy looks awesome, right? There's my goal, so that's the first thing. Then I was like it has to be something that is trackable, right? So saying, "I want to look awesome," is hard, but saying, "I want to gain 20 pounds. I want to lose 20 pounds." Something that you can actually say, there's the finish line where you can see it and you can check it off. When I was in high school I was like, "I want to be a State champ." There's the finish line. I need to see the finish line or else a goal is just like, "Oh, I want to be healthier." What does that even mean? Eat celery once a month? Technically you're healthier. That's not a goal, right? A goal is something very, very trackable where it's like, "There's an end date that if I do this thing, I cross the finish line and I get my hand raised. I did the thing, I got the goal," so that's the first thing is making a tangible goal of what you want. Number two is looking at well why do you want to actually achieve that goal? Okay. You've heard a lot of people, there's books and courses talking about your why, you got to have a why, why you're doing it, right? And while I think most of those courses are cheesy, personally, that's just me. But it is true though. If I was like, "I want to be State champ." "Why?" "I don't know." Then I'm not probably going to get it. If I was like, "I want to be State champ because I saw another person win State title. I saw their hand get raised. I saw that feeling. I saw the look in their eyes and I desire that, I want that. I want to experience that. I want to feel what it feels like to get my hand raised. I don't know what it is, but I can see it. I can visualize it, I can taste it and I want that." So the second question is, why do you want that goal? Okay. So what's the goal that's trackable and then why do you want it? And the more intense your why is the more likely you are to get it. In fact, right now, at the time of recording this, we're in the middle of Two Comma Club live and one of my friends, who’s one of the wrestling coaches with me, has been going through it, and he messaged me during the lunch break and he said, "Man, I just watched the commercial you guys had with Two Comma Club board and people opening their boxes." And he's like, "I started crying." And he starts talking to me, he gets emotional again. And then he messaged me two hours later, he's like, "I'm so sorry, I got emotional, I didn't mean to do that." I'm like, "No, dude, that's the key." He's been around me for three years now, four years now and he's been going through the stuff and he wanted it. He had a goal like, "Oh yeah, I want to hit Two Comma Club, it sounds good." But his why wasn't big enough, right? After he felt that and he saw that, right? To the point where he was emotional. Now his why just got amplified. The desire increased. You've got to have that desire or else it's just like, "Oh yeah, I want to get six pack abs." But unless you have the why that increases the desire, then what's the point of it? You're not going to go after it, you're not going to do what you need to do to actually accomplish the goal. So the second question is why do you need to achieve that? And then because we're in a church setting I also had this followup question there that said, "How would that help you become more like Jesus Christ?" Which for, I think anyone, whether you're Christian or not, that's a good question. He's the great example, he's the best example that's ever lived on this planet. It's like, "How would accomplishing the goal help me grow closer to him?" So that's a sub question. All right, so number one, what is your goal? Number two is why you want to achieve the goal. The number three is who's going to be your guide? Who's already achieved that goal, right? If I want to get six pack abs, I want to look like Chris Evans from Captain America, that dude's already done it before. So I'm not going to just be like, "Okay, well I'm going to go try to figure it out." I'm going to be like, "Who's the dude or the lady who's already achieved this goal, that already has a roadmap, that already has a blueprint, that already has a framework, that already has the thing that I can do? And I'm going to find that person and I'm going to model them," right? If they've written a book, I'm going to read the book. If they made a YouTube video I'm going to watch the YouTube video, if I can talk to them on the phone, I'm going to talk to them on the phone. Who is the person that can be my guide? I don't want to go and just wander aimlessly into the night, right? That happens all the time. People set goals like, "I'm going to go and make a million bucks." And they jump online and they start goofing around, they'll do anything. It's like, "Man, if you honestly have a goal to hit Two Comma Club, you should join our Two Comma Coaching Program, because literally we have a framework. This works for over 1,000 people." You'd be insane not too but people are like, "Oh, I'm just going to figure out my own." Why would you do that? Do you hate success so bad you're going to just wander around and hope to figure out the way. It's like, you're out in the forest and there's a dude who's like, "I got a map that could to take you guys out." You're like, "I'll figure it out, I'm good." Why don't you just take the map? Are you insane? Just grab the map. It's right here. Okay, so the third step is who's got the map? Get the map, figure out whose got the process, who's your guide, who's already done this in the past and follow a framework. Don't just make the thing up on your own. Don't just guess, okay? So who's your guide? And then the third step is how are you going to do it? I want to win the State title, I want to get six pack abs, I want to hit Two Comma Club, I want to, whatever your thing is, right? This measurable goal, okay? Then there's always sub goals that lead underneath it. And these sub goals are more routine based. So for example, let's say it was wrestling, I want to be State champion in wrestling, okay? What were my sub things I had to do to accomplish that? Well, it means I have to lift weights. I got to get started on this, so I got to lift weights every single day. What's another thing? Okay, my cardio has got to be in shape, I got to run, so I'm going to do cardio. Number three, I got to wrestle a lot. Number four, I get my nutrition right, so I have my health. I list out here's all the sub things I need to do to accomplish that major goal, okay? So here's the sub things. If it was Two Comma Club, if I wanted to do Two Comma Club, what would I do? Okay, well, every single day I got to be publishing something. So I got to publish something. Russel's says publish daily, I got to publish something. Number two, I got to be creating offers. What's the offer I'm going to create? What are the offers… I’ve  got to be creating offers. Number three, I need to be driving traffic, I need to be getting on people's podcasts, I need to be getting interviewed, I need to be doing stuff, right? So I figure out what are the steps? What are the sub things you need to actually be successful? So list those out. Okay. Then I had everybody go down and say, "Okay, what's the date that you're going to accomplish this by?" You need to have a tangible date?" Like, "Oh yeah, I'm going to win the State title." "When?" "I don't know, someday." "I'm going to get Two Comma Club." "When?" "I don't know, someday." You need to make a date, so you got something you're marching towards. I need to hit Two Comma Club before Funnel Hacking Live, right? Funnel Hacking Live 2022, whatever that is. You pick a tangible date. This is the date that I will hit that thing. Set the date, and then after that I was like, "How are you to celebrate after you achieve it?" Okay? Because there's always like the stick in the carrot, right? The stick is the thing that's going to kick your butt and move you forward. That's the goals, that's the routines, that's all the stuff that’s going to be pushing you forward. But then the carrot at the end is the thing that's driving and saying, "Oh, I want that." For me, I wanted to win a State title because I wanted to get my hand raised, that feeling, I wanted that, right? A lot of you guys want the Two Comma Club, you want to get the award on stage, right? Six pack abs, I want to take my shirt off and have my wife be like, "Dang, I want to wash my clothes on your abs," right? Whatever that thing is for you. But how are you going to celebrate? Okay, so I attach the date to the goal and how I'm going to celebrate. All right, and after that was done, then I handed out everybody this weekly schedule and I printed them out on a paper. Basically it was Monday through Sunday and it has all the columns. We build stuff in Excel sheets, so there's a Monday column, Tuesday, Wednesday, Thursday, Friday, Saturday, Sunday. And then down the side or the times. So 5:30 AM, 6, 6:30, 7, 7:30. So there's all of these sales down the side, Excel style, right? All the way down until 11:30 PM. So we hand this thing out. So it was a big, huge grid of every hour of the week. I said, "Okay, for you to actually be successful, how can people set New Year's resolutions, New Year's goals and they come in on January 2nd and there's 8,000 people in the gym and you come in February 2nd and there's no one in the gym," right? Because no one sticks to their goals. And the reason why is because they had these lofty goals like, "Oh, I'm going to get in shape," but they're not tangible. They're not tracked, they have no why, they're not following any guide and they don't have those sub steps to do it. So you guys have these things now, you have these sub steps, you take the sub steps and you plug them into a routine." Okay? When I was wrestling, I knew that if I was going to be in successful wrestling, I couldn't just hopefully hit and miss things and hopefully have success. I said, "Okay, if I'm to be successful, I have to run every morning. So I took my my little routine calendar out and I said, 'Every morning at whatever, from 6 to 7:00 AM, this is my running time.' And I block out those hours and they became sacred time to me." From 6 to 7:00 AM I am running and nothing else, right? And then I said, "Okay, I have practice every day from two to five. So two to five's blocked out. This is wrestling practice, I'm going to work on my skillset." And then I said, "Okay, from five to six, my dad's coming and we're drilling, actual drilling and then over here, this is what I'm going to be doing." And I blocked out those times on my calendar that became sacred time where every single day I'd wake up and I didn't to think, I said, "Okay, boom, 6 o'clock. This what I do to achieve. If I want to get that goal, this is the daily tasks I have to do to achieve that goal." Right? And I mapped it out, it was blocked out of my calendar, it was sacred. And so, with these kids, I did the same thing, I said, "Okay, you got your physical, your intellectual or social and spiritual goals. What are the things you need to block out on your calendar, right? If you have spiritual goals, you got to read scriptures every day. So plug it in. If you got to do whatever every day, you're plugging it in. If you're publishing content every day, right? Okay, every day I'm recording a podcast. You block out time. Every day at 6:30 I know I'm recording a podcast. That's sacred time and I'm not messing with it." So I had them do this on this piece of paper so they could see it visually and I said, "Okay, now go back into your phone, on your calendar and plug those times into your calendar on your phone, now you've got them. Now that they're plugged in and you've got them, the phone will pop up every day and be like, 'Hey, time to go do this thing.' And you can actually do the things." And I said, "Building out the routines are the things that make it so that all the stuff starts flowing up, so you can actually reach and achieve your goal eventually." And so, that's the framework that we gave people. And then the last thing I did is I said, "Okay, the other thing you got to do is once a week, you got to have a return and report with yourself, like a reflection time where you're coming back and saying, 'How'd I do?'" Okay? The reality that's going to probably happen is after the first seven days you're done, you sit down and you're like, "Okay. I told myself I was going to publish every single day. I literally didn't. I did it two days this week or I did it once, that sucks, but next week I'm going to recommit. I'm going to do better." You look back at your calendar and you say, "Okay, I'm going to recommit, I'm going to do better this time." You rebuild it out, okay, now we're going to do it. And that becomes the next thing. And then next week you come back and you look at your calendar, "How'd I do? Well, I did three days this week, but I didn't do the seven like I promised myself, okay, that's all right. I'm going to recommit and start over again." And you keep looking at it. Every week you make the adjustments like, how did I do on my times? How am I feeling? Did I do enough stuff? Did I not do enough stuff? What do I need to tweak? Every seven days you have the chance to rebuild, come back and refix that the thing and just keep going and keep doing that consistently, what's going to happen is the first week, you're not going to see many changes. Within a month you may start feeling some things, within 6 months, within in a year, within 5 years, within 10 years, your destiny will be different. That's the key. So anyway, I wish I could do this with the work sheets and handouts with you guys because it'd be more impactful, but I wanted to show you guys that because that's how I set my goals. It's not just a lofty goal, right? "Russell, what are your goals?" "These are my goals." They're like, "Cool, how are you going to achieve them?" Okay. Well, it's more than that. It's like, hey, what's my goal. Why do I want that? And I want to amplify that desire as much as I can, I want to make it emotional so that I feel it, I desire it, I want it. And then I figure out a guide, I'm not going to go make this stuff on my own. Who's already got this stuff figured out? Who am I going to model? Who's got the framework?/ I'm going to buy it from that person. I'm going to read the book. I'm going to do the thing, whatever I need to do. Build out the sub steps, plug the sub steps into a routine and that routine becomes sacred time, and now I just go do my daily business and I don't miss my sacred time. And if I do that, all of the other things rise back up, right? I do the daily routines that helps me and I'm plugging in everything I've learned from the guide and the daily routines. So I do the daily routines, I'm following the guide, my why gets amplified more and more as I go and eventually I hit my goal. That is the secret. So anyway, I hope it helps you guys. I don't really about talk a lot about goal setting, things like that in most of my things, but since I had a chance to teach that class, it was just a fun time for me to reflect and think on it and hopefully there's some value for you guys in that as well. So with that said, let me know if you guys want to hear more stuff like this. Normally I just talk marketing, but there's fun stuff that I do as well. Maybe I should share some more of those things with you guys. Anyway, I appreciate you all. Thanks so much for everything. If you haven't come to Funnel Hacking Live yet, you need to come. We're preparing for it. This year is going to be insane. Tickets are on sale right now. They're selling faster than ever before, which is crazy, probably because it's a hybrid event this year, it's probably the only year we'll do Funnel Hacking Live hybrid where it's virtual and in-person, but make sure you get your tickets because it's going to be insane. But that's it. Thanks you guys. I appreciate you all and we'll talk to you guys all again soon. Bye everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

How and why we’re creating so many hooks, to bring more people into our world. 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. Today, we're going to talk about cheesy videos, thrown out hooks, and a whole bunch of other fun stuff. All right, all right, everybody. I hope you guys are doing great today. Oh, man. I want to tell you about the fun things I've been doing in my life. Well, let me step back. Okay, so those who have followed the ClickFunnels journey for a long time, you know that we're always trying to figure out different ways to get people to join ClickFunnels and to buy my products and all the things. And it's funny, because I get people all the time who ask me, "Why are you still making so many ads and creating products and writing books, and all these kinds of things?" And, for me, it's a couple of reasons. One is I love what I do. So there's the most important thing. Number two is I feel like the things we're doing help us grab different segments of the market and bring new people into our world, which is exciting. Number three, if you've read the book, Crossing The Chasm, we're at the spot now where we have I think penetrated the early adopters and the innovators in our world, and now we are moving across the chasm to try to get the rest of the world to become funnel hackers and to join this movement that we're so excited and so proud of. And so those are some of the things that are happening. And so number four, I think number four, who knows what number I'm on, number four is I feel like I'm trying to create examples for you guys to model. And so there's a lot of the reasons why I do it, and that's one of them. So one of the things we did a few years ago was we hired the Harmon Brothers. You guys know they did Squatty Potty and Fiber Fix, and some of the most amazing viral videos of all times. So they've done I think four or five. Anyway, They did a bunch of videos for us that have gone viral that have been really good, that were really, really fun. And last year, I actually was watching Kaelin Poulin. Those who know Kaelin, AKA the LadyBoss, she grew up in our world doing a lot of our stuff. And it was interesting because about a year ago or so, she started doing these videos and they were like viral videos, but instead of typically the Harmon Brothers style video, they hire actors and actresses and everything, instead Kaelin was the actress in each of the videos. And they were scripted out and they were funny, and I watched these videos that she was rolling out and they were so cool and I was so excited by it. And I messaged her a couple months later just to see how they were going, and I can't remember the numbers, the number I remember my head which could be completely wrong was 6X. She was like, "This has grown our company 6X, these new videos." And I got excited. I was like, "I want to do that, make funny videos." But I'm the person in it as opposed to hiring actors and stuff, but I didn't have the time or the bandwidth. My team, we have a million things happening. And so it's cool though, there's another company that's competitors to Harmon Brothers, but their business model's a little different. Instead of doing one highly produced video that costs $1 million, they do a whole bunch of smaller videos. And so the guy that owns it, his name is Travis Chambers. He lives here in Boise, and so messaged him, because I was like, "If I could do these videos and not have to leave Boise, that'd be amazing." And so we ended up working out a deal, and basically we're doing 12 videos with them where each month we launch a new video and they're fun. So they do all the scripting. I told him, I'm like, "I don't want to think. I just want to show up, film stuff, go home, and then a month later the videos launch and I'm not involved in the process of it." And so it's been fun because their team goes and they do the writing, they do all the things, and I show up and I them. And so some of you guys have probably seen some of the videos. The first one was me with a Coke and a Mentos bottle and a kitchen in an Airbnb we had rented showing if you put a Mentos in a Coke and it explodes and trying to catch all the Coke in a bottle. And the first time, it didn't work. Second time, we put a funnel and it works and you catch way more. And so it's this video, and it's me acting. I know. If some of you are watching it, you've seen me like, "This is cringe-worthy, Russell. You should not be acting." I'm like, "I know, I'm not an actor." But that was the first one we did. Next one we did, it was this lemonade stand scene, which was really funny. We blew things up, and it's hard for me to go back and watch these, I'm like, "Oh, it's so painful for me to watch myself act. It's so embarrassing." Then we did a Mission Impossible theme where they strapped me to a harness and I was drop from the ceiling. Then we did a first person shooter one, which is really fun. And yesterday we filmed the one that was an angel and the devil where I was the angel and I was the devil on a dude's shoulder trying to convince him to use ClickFunnels. And then today we're filming one for the Five Day Lead Challenge with lead magnets and a bunch of other stuff. And anyway, it's just fun. So every other month, we go and spend two days, we knock out two videos, and then we're doing 12 of them. Basically, we're launching one a month. So we're putting these things out there. And it's funny because I guarantee some people, especially I'm sure my competitors, are like, "Russell, you're such a dork. Why are you doing this? It's so embarrassing? Why are you putting yourself out there?" And I'm doing it for a couple reasons, and most of them were the same reasons I talked about earlier. I'm legitimately proud of what we do, and my job, if you've read the Traffic Secrets book, is to create hooks, to grab people's attention so I can tell them my story so then we can make them an offer. And so all these things are just different hooks. Me dropping from the ceiling to get people to OFA challenge is the hook. Me being an angel and a devil and acting horribly, because I'm not a good actor, is a hook to get somebody to stop the scroll so I can tell them my story, so I can bring them into our world. And all these things are that way. So I'm telling you guys this because I know some of you guys aren't making ads because you're embarrassed. "Oh, I look stupid. I'm not funny. I'm not blah, blah, blah," whatever the insert excuse here. Some of you guys are doing it because you don't know how to act or you don't feel comfortable on camera. Do you think I feel comfortable on camera doing these things.? No, I don't not, even a little bit. It's so awkward for me. They were making me do these voices that were so embarrassing. I watched the video afterwards, it's all super cringe-y. But then it launches and, oh my gosh, it grabs people's attention. It stops the scroll and it's bringing new blood into my world. And so that's why I do it, because it's the way I reach more people, it's new hooks to throw out there. It's new creative putting out there all the time. The more creative you put out, the more people you can grab, the more attention you can get. And so that's one of the big reasons. Number two is I'm trying to model for you guys what's working. You look at Kaelin's videos, and if you haven't, go follow their fan page and watch her videos. They are killing it with it. And she's a better actress than me by far. Her videos, I mean, come on now, she's just great at what she does. I'm the dorky version trying to be cool like her, and I'm not as cool as her, but they still work. And so it's modeling, "Why is Russell doing this? This is goofy." Instead of being, "Why is he making these goofy videos?" it's like, "Huh, maybe there's something behind these. Maybe I should try to make something like that. How can I have some fun with it?" I remember when we first started thinking about how do we throw more hooks out there? Dean Grasiozi was the one I was following at the time, and he was putting out so many videos. He was doing magic trick videos. He was doing him and his daughter's soccer game videos. He was doing thing after thing after thing, and I was like, "I need to put out more hooks. I don't even know what to do." And it was hard for me. And so by hiring somebody and putting it in a process, it's something where it's forcing me to put out these hooks way more often. And so, anyways, hopefully, again, I know a lot of you guys, you go and you buy the book, you buy the course, and you hear me talk about throwing out all these hooks. Yes. That's a big part of it, but that's not the full point of it. The full point isn't for me just to tell you about getting hooks. It's for me to actually do it so you can see me and be like, "Oh, that's what Russell's talking about. He actually practices what he preaches. Unlike most of the gurus who just talk about something, Russell's actually doing this. Let's model what he's actually doing anyway." Anyway, so I'm sure if you've seen the videos, that's what they are. If you haven't seen him yet, I'm sure you will see them and they will keep popping up and you'll be like, "Man, that Russell Brunson, he's the hardest working man in this industry. He cares more about this craft than anybody because he's willing to embarrass himself and put out all these hooks." And it's true, because I love what I do. I love my message. I love the people that we're serving. And so I'm willing to be uncomfortable and be goofy to get their attention. It's interesting. I remember hearing, I can't remember who it was, but this is probably a decade ago or something, I was studying, I wasn't studying acting, but I was studying actors who were successful, and I remember reading a quote from somebody saying, "If you realized how to be a good actor, you do things that make you feel so uncomfortable then on camera seem normal." And I remember hearing that and I was like, "Oh, weird." And I remember the very first time I was trying to get PR, oh excuse me, I tried to do an infomercial. That was the first time. I tried to do infomercial and I remember my host came on and he was interviewing me on the infomercial and after the first take or so he stopped. He's like, "All right, this is the deal." He's like, "If you talk normal, you sound like you're dead on TV." He's like, "You have to be up like this and super excited and then you sound normal on TV." And so he said, "That's the energy you have to have, it's way up here, to be able to sound normal." And so he kept training me and forcing me to do these things that stretch, that made me feel uncomfortable. He's like, "Take it to the level 10, level 12, level 15," wherever it is. And then he's like, "Now you seem normal." And sure enough, when we watched the infomercial back, I was like, "Oh, it actually doesn't sound goofy. It sounds normal. Whereas if I sounded normal, it sounds like I'm dead." And that was just a big a-ha. Same thing when I did media training before I tried to do my PR the very first time. You've got to grab someone's attention. If you talk like you normally do, nobody's going to pay attention, you're not going to get people's attention. And that was 18 years ago, 15 years ago, whenever it was. Nowadays, it's way harder. How many ads do you swipe through on Facebook or Instagram every single day? How many times has somebody heard about Dotcom Secrets or Expert Secrets or ClickFunnels or One Funnel Away Challenge, and they even ignored it until they saw me dropping from the ceiling like Ethan Hunt in Mission Impossible, or until he saw Shoulder Angel Russell fighting with Shoulder Devil Russell. And then all of sudden, they're like, "Wait. What?" And they watch it and they're like, "Okay, I've got to try this thing out." What's the hook that's going to finally get the person's attention? You don't know until you go out there and do it, and do it, and do it. So anyway, that's why. That's the purpose. I hope that it helps. With that said, I'm going to get cleaned up, because in one hour they're picking me up for my next video. This one's going to be goofy too. Not as goofy as yesterday's. Yesterday's, I'm actually really excited for the shoulder angel and shoulder devil one. But today's is one for our Five Day Lead Challenge. Like I said, every single month, we're picking a new video to do and trying new hooks. Some hooks will work, some won't, but you don't know until you throw them out there. So that said, you guys, get back to work. Go make some more hooks. Make some more videos. Throw it out there. Get your audience's attention and try to change the world in your own little way. Thanks again, and I will talk to you guys all again soon. Learn more about your ad choices. Visit megaphone.fm/adchoices