The Russell Brunson Show

Let me take you behind the scenes of what we’re doing to sell out Funnel Hacking Live once again. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- What's up everybody. This is Russell Brunson. Welcome back the Marketing Secrets Podcast. Today, I want to tell you guys a secret about how to fill live events. All right everybody, as you guys know, we are coming down to the final stretch of Funnel Hacking Live. I think we're less than 60 days. Dang, two months. Less than two months away. Whew. It makes me nervous just saying that, from Funnel Hacking Live happening, which is exciting. It's been almost 18 months since the last Funnel Hacking Live. I hope you're excited. I think most of you guys are going to be there, which is exciting. If you aren't going to be there, literally, do you hate money? Do you hate growth? Do you hate relationships with amazing people? Do you hate hearing me talk? Those are the only logical explanations that I can think of. I say that with making sure that you need to be there. If you don't have your tickets yet, go to funnelhackinglive.com. The show is on. Right now we're in the final stretch. Tickets are almost sold out, and we sell out every year, but this year we're selling out earlier, because the venue's smaller. We only have 3,500 seats versus last year, we had 5,000 people in the event. We pre-sold more tickets the last Funnel Hacking Live than ever before either. Anyway, we're almost sold out. If you don't have a ticket yet, now is the time to go. The other interesting thing is, this is the first and hopefully the only year we're doing a virtual as well, just because a lot of countries, people actually can't get to here, which is frustrating. Other than that, I've always been anti virtual, but we had to, this time around. If you aren't able to come, you're locked out of the country, or whatever, or you're nervous about people, which is understandable as well, there's a virtual option this year, but that one is also almost sold out. If you're getting tickets, now's the time, but anyway, I digress, as we're getting towards the final stretch. We're like, "Okay. Well, I just want to get done selling tickets," because selling tickets is a grind. If anyone who has ever done a live event or a virtual event, it's a lot of work to continually sell tickets. Right? That's the place that we're in now. I was like, "I just want to get it done with. How do we just sell the last batch?" Like, "Let's get it over with." It's funny, because every year we try to reinvent the wheel. Like, "How did we sell these last year? What campaigns work the best?" We went back through, and we looked at ticket sales. We saw there was a week or two, where we sold hundreds of tickets a day, right? We're like, "What did we do during that week?" We went back and found the emails. It was funny, because of course, here's me reinventing the wheel. Hopefully in a year from now, someone can remind me, "Russell, don't forget, this is what we did last year," but I'm sharing this with you guys, because the thing that we'd done in the past that sold more tickets than anything else, outside of at the last year live event, we sell tickets to next year's, that sells the best. Number two, when we do the kickoff Webinar this year, that sold a ton of them this year for us, which we'd never done that in the past, so kickoff Webinar. Then the third biggest thing to sell tickets has always been taking things away, right? Taking away a bonus or increasing the price, things like that, and usually throughout the promotional campaign, we always are doing little things like that. Right? We're increasing the price. We're taking away a bonus. We're doing this. Last year, we had this great idea, which I forgot about until just recently. We had each speaker jump on a Facebook Live with me, just for a quick 10, 15 minutes. I jump on, I talk about who they are, what they're talking about. We do that tease, like "This is what we're going to talk about." It's really exciting to get people pumped about being there, talk about that speaker's experience at FHL. It's just a really fun thing. Then at the end of it, I said, "Hey, for those who were coming to FHL, do you want to give them a bonus to make sure they show up?" Each speaker then gives a bonus. It's crazy. Some speakers are like, "Here's my three-day live event. Here's my $2,000 course. Here's my..." People are giving crazy stuff. Right? Each speaker gives away a bonus. Today, depending when you're listening to this, I've probably done five or six at this point, but I did the first one today. It was with Peng Joon. Peng Joon giveaway is literally a $3,000 event, a three-day live event, the virtual recordings of it, in a member's area and everything, which is crazy for everyone who got their ticket from Funnel Hacking Live. What we do is, we start doing the speaker offer stack. Today Peng Joon gave his bonus. We send emails with a list. Say, "Hey. Go watch Peng Joon's Facebook Live. By the way, he gave everyone this bonus, if you guys get your tickets this weekend." Right? Then next week I think I have three or four Facebook Lives. Each one with two speakers, jumping on, and we're doing this thing. Then each of those speakers, I'm asking them the same thing. Like, "Hey, what bonus do you have?" Then, they'll give us a bonus, and they'll give us a bonus. These bonuses will keep stacking, keep stacking, keep stacking. Then each email goes out like, "Hey, don't forget. Here's Russell's bonus. Here's Peng Joon's. Here's so, and so's. Here's so, and so's, and here's three new bonuses added today." It keeps getting bigger and bigger, and offer stack gets bigger and bigger. What happens during this week or two weeks of these interviews, the sales come in slow, and they get bigger and they get bigger, because the offer keeps getting more and more insane, til eventually, it's like, "I would literally be insane to not get my tickets." Like, "Do I, even if I don't show up to the event?" Like, "I still need to get the thing, because this bonus has gotten so good." It gets bigger, and bigger, and bigger. We do that as we go through all the speakers, and at the very end, now that the offer stack is insane, if you show up to Funnel Hacking Live, you're getting all the speakers, these amazing products. You get to know the speakers ahead of time, plus you get to come to the event, plus all the other bonuses, and all the other things. Then after we built that up, then we take all those bonuses away. We do a three-day cart close, where it's like, "Hey, you can still get tickets, but you'll miss out on this." Like, "Here's the offer stack of all the things," and we pull that away. That pull away, those three days is when we were selling 200 or 300 tickets a day, every single day. It's crazy. We don't have that many tickets to sell this year. I don't know how far we'll get into it, but again, I found the campaign. I was like, "Oh my gosh, of course." We've restructured it, and we're doing it again right now, but for any of you guys who were trying to sell tickets, this is a powerful way to do it. Then what else is cool is that today, Peng Joon, he Instagrammed his audience. Like, "Hey. Check out this Facebook Live I was on." Now he's selling tickets for us as well. Right? Then, yeah. It's just really interesting, because all of this. You're getting the speakers to promote it. You're promoting it. You're increasing the offer, and you're able to pull the offer away. It's just a powerful, unique strategy we're using to sell a ton of tickets. Anyway, I hope that helps. I've tried a lot of things to sell tickets, and like I said, looking at this, is the thing that's worked the best. Make sure you're watching us, if you're not, go make sure you follow me on Facebook. That's where these are all streaming too. Actually, I think it streams to Facebook, LinkedIn, a whole bunch of other places as well, but go and watch that. You'll see the campaign. You'll see what we're doing. You watch, as the offer gets more and more insane. Then when we pull the offer away, that's when the huge ticket sales come through. Anyway, I love this game. I hope you guys can see that. I hope you can feel it. It's so much fun, and I love sharing with you guys behind the scenes, what we're doing. Hopefully you guys can model it for your events. It worked for virtual events, worked for live events, worked for all sorts of things. That said, thanks, you guys for listening. Appreciate you all, and we will talk to you all again soon. Definitely the next podcast episode, but hopefully more importantly, at Funnel Hacking Live. If you don't have your tickets yet, now is the time. You don't want to miss it. The only logical reason to not go is, if you hate money or you hate me. If you hate me, you probably shouldn't be listening to this podcast anyway. If you hate money, you probably aren't listening to this podcast. That means you. Yes, if you're listening right now, you need to go. Pull over the side of the car, pause this thing, open up a new browser window, go to funnelhackinglive.com, and get your tickets. If you're not sure if you want tickets, go watch the video at the top of funnelhackinglive.com, then go get your tickets. It's that good. All right, guys. Appreciate you all. Thanks for listening, and I hope you guys have an amazing day. Talk soon. Learn more about your ad choices. Visit megaphone.fm/adchoices

A little behind the scenes on the thought process of what we did and why. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- What's up everybody. This is Russell Brunson. Welcome back to the marketing secrets podcast. So today I'm excited because we officially just purchased our first company, which is crazy. And so I will talk to you about that today, what I learned and some things that might help you along your journey as well. All right. So I can't tell you all the details yet because we're still... I don't know, we'll officially announce it to the world, what it is, why and all that kind of stuff later. But we finished signing all the paperwork today, which is crazy because two days ago I had to sign 96 signatures and there was like another like 20, and then there was a couple more. So it's like over a hundred and something signatures I had to sign to officially get this company. And it's exciting. It's our first ever acquisition. Now I bought a lot of things in the past. Right. I bought traffic secrets. We bought mastermind.com, I bought bootstrap, salesfunnels.com. Like we bought really expensive domains, but not like full, active acting businesses. Right? This is the first time where it's a business that we purchased that has huge cashflows and all sorts of crazy stuff. And I wanted to share with you guys just because hopefully it gives you guys just a different way to look at business. It's definitely given me a different way to look at business, which is one of the reasons why we did this. And a lot of you guys know my philosophies and principles on business, right? That's what we talk about all the time, that's what my books are about. This is what my podcast is about and there're different ways to grow a business, one way is that the more traditional where you get an idea, you get a bunch of investors, you raise money and then you go and you create something cool. I hate that way, as you know. So we are the bootstrapped way, which is like create something amazing and then create fronted offers that self liquidate to bring customers in. And that's the bootstrap model we've been doing that, I love. But there're other ways to grow a business as well. And this one I wanted to talk about, because this has been something really, really interesting to us, and I'm not going to share all the stats, the numbers and all that kind of stuff. Partially because I don't know if I'm legally allowed to partially because I don't know the numbers I wasn't involved with all of the day-to-day because I'm no longer the CEO, Dave did all the work. I've just had to sign a million times. So I wanted to give you like some structural concepts to think through that were really, really cool for me. So part of my understanding of this dates back to about a decade ago, I was actually at a mastermind meeting in Mexico and sitting next to this dude and he is different kind of business person than me, right? Like I'm like startup guy, start a business, grow it, scale it, launch it all that kind of stuff where he was like, he told me, he's like, I'm not an entrepreneur, you're an entrepreneur, you start stuff, it's amazing. I'm in mergers and acquisitions. And I think he had bought like 60 or 70 businesses and bought and sold and made a ton of money. And so I was trying to understand them. I'm like, so you never started a business? He's like, no, you guys do that, that's way too hard. He's like, what I do instead, is I find entrepreneurs like you, and he's like, what you have to understand... And I'm probably going to mess up these numbers but this is just illustration purposes. Right? He said if you look at your businesses, right, he's like at a certain level, let's say you're at like $3 million. He's like, you're only going to sell for like a three X multiple. Right. So maybe you'll get 9 million for it. He's like, but at $10 million you'll sell for a five X or 10 X, multiple or whatever it is. Right? I don't know. But like this was what he was explaining to me, okay. He's like, so right now, let’s say your company's making $3 million, like best case you're going to get three X and it's probably closer to three X net. But anyway regardless, he said, so what I do is like I find three or four companies that are each doing $3 million a year. And they're each valued at three X, let's say. He's like, and I buy all four of them or all three of them. Let's say it's four companies at 3 million each bundled together. He said, now because the revenue of this new company is now $12 million. He's like, I can sell that. So I bought it for three X, but I can sell now for six X, for 10 X or whatever it is. It's like, that's all I do. I just find a market. I want to be in, I find three companies that are selling it three X. I buy all three of them. I bundle them together and now they're worth five X or six X or whatever it is. And I flip them and he's like that's my business. He's like, so I have these entrepreneurs like you guys who are geniuses, who will start launch these businesses. And I just come in as the acquisition guy acquire three or four of you bundle you together and then your value goes up because of how much more you're worth. And that was his business. And I was like, oh my gosh, this is crazy. And so it's been interesting over the last 12 months, with click funnels I try to understand, what are our evaluations, how do things work? What are we actually worth? In my head we're worth like 10 billion, but we're probably not in real life. And so it's interesting because... The evaluation game is annoying me because there're tons of ways. Like some companies evaluate off top line, some are just off EBITDA, somewhere are off whatever. But let's just say for example, let's just say click funnels is worth 10 X, our EBITDA. Right? And I don't even know what that is. Let's say it's $50 million. So that means 50 million times 10 would be worth half a billion. Right? And so by us acquiring this company, let's say that company has, I don't know, $20 million EBITDA. Right? I'm messing these numbers in my head, but regardless, let's say we spend, I don't know, 20, 30, 40, $50 million in this company, we buy it. Right? And we plug it in. But then the EBITDA, let's say the EBITDA they had is worth $20 million. Right? We plug that into our thing it increases our EBITDA $20 million times of 10 X valuation is 200 million. So maybe we spend, you know, whatever 40, $50 million buying this thing. But the value instantly adds for our company is a hundred million or 200 million or whatever it is. Right? So instantly just by bundling the two companies together, our value goes up way more than what we actually spend for it. So that's like the first thing that's really, really interesting that I had never considered until we started doing this deal. Right? It's like, oh my gosh, even if like we never make our money back the value of our company dramatically goes up because we're adding all their revenues and their profits to our bottom line, which is like fascinating. And then from there we also get the customer flow and the lead flow and the cash flow and like all the other things that come with building a company or buying a company as well. And it's just, the synergy is really, really interesting. And so anyway, that was again, our first acquisition, and now we're finishing the process. We literally finished it today, which was crazy. It got me excited to start thinking like, okay, what other deals like this are there where we can buy company for X amount dollars. We plug it into our, our beast, our machine and it instantly, whatever X is the value of our company, but then also get lead flow, customer flow, cash flow, all other things as well kind of come in. And it's really interesting and fascinating. So anyway, just a different way to look at business that I wanted to kind of share with you guys because I've already had a lot of people, like, why are you buying a business? Why would you do that? All the things that kind of come with that. And I want to share that because it's just a different perspective I hadn't thought a lot about prior to 10 years ago when I met my merger and acquisition guy. And so I would look at that for you guys' own businesses as well. Like think about is there a business that in your market that you could acquire that you could bundle together. All of a sudden now you get more customers, you get more traffic, but also you're adding to your cashflow, right? Like you buy the company, doubles your cashflow and now it increases the value of your company because now you're in a different bracket of what businesses are selling for and trading for, that number. And then it kind of goes from there. So anyway, it's an interesting game. It's a different game than I'm used to playing. I'm much more comfortable in the whole, like let's build a company and grow it and scale it through paid ads and organically without taking on any VC money. That's the world I understand. And this new one of like mergers and acquisitions is fascinating to me because it's going to get us to our goals way faster. My goal we've talked about a lot. My goal is a billion dollar evaluation. My goal is take over the world, change the world, all these different things. Right? And it's just getting us there faster. Hopefully. I mean, honestly, I'm like 30 minutes into owning this new company and I have no idea. Maybe it'll actually turn out really bad. Maybe things fall apart. I don't know we're going to find out, but I'm hopeful. I'm excited. I think it's going to be a really cool opportunity. And so as we move forward, I will share with you guys in the podcast here, behind the scenes of what we're doing. When I'm able to, I'll talk more about the companies and how they're synergistic and how we're using their lead flow and how we're using their funnels that we're acquiring and how we're using us in the backend and how we're... Just all the other fun things. Honestly, in my head, a lot of it's, not vague. Like I know a vision of where I'm going with things, but we're going to be actually executing on it and I'll be sharing the vision with my team and with everybody over the next little bit. And it's exciting. So anyway, it's a fun time to be alive. So many fun things happening. I hope this episode just gets you thinking a little bit differently. Who could you acquire? And if not acquiring, there's also like licensing, there's three or four deals right now where we're going to existing companies that have really good content or software things. And instead of acquiring them full out, because maybe they don't have the customers or maybe they don't have the lead flow or maybe whatever, there's a million reasons why instead we're just doing licensing deals where we're licensing the technology and plugging it in and then we can start selling it or licensing their intellectual property, licensing things like there's a lot more fun ways to grow businesses than just the traditional stuff. So, anyway, I'm curious if you guys are interested, would you want to know more information about us buying companies, would you like more information about licensing? Like what would be the things that you guys would want me to go deeper on? I'd love to hear it, let me know. The best way to do that is actually take a snapshot of this podcast episode, post it on Instagram or Facebook and tag me in it and then post in the comments. Like what else you'd like to know? Like what would be other things that you'd love to hear more about? So anyway, I hope that helps. I'm going to go bounce and have some lunch and celebrate the acquisition of our new company. I'm so excited. I just wanted to celebrate that with you guys right now and help you understand a little bit reasons why. And like I said, over the next few months, now that you have context I can share more the insights, details, and other cool stuff as well. So that's it, thanks so much, and we'll talk to you all again soon. 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Enjoy this classic episode from the vault. Russell explains that the day you became an entrepreneur is the day you took personal responsibility for a problem that wasn’t your own. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- What’s up everybody, this is Russell. Welcome to a late night episode of Marketing Secrets. Hey everyone, I’m about to head to bed but I listened to a podcast this week from Ryan Moran, from capitalism.com and he’s got the Freedom Fast Lane show podcast, which is pretty awesome. I love it a lot and he goes deep into the ecommerce side and also business investing and other things that I don’t typically focus on, which has been fun for me to kind of listen to him and world. But he said something in one of his presentations, it was a stage event somewhere,  I don’t even know, a few episodes back. And I don’t remember how he said or what he said but it sparked a thought in my mind. So I’m probably going to slaughter how he said it. He said it probably much better than me, but the concept was so cool. What he basically said is the difference between entrepreneurs and the rest of the world, yes we are different folk if you haven’t noticed. But what he said was interesting, he said, entrepreneurs are the people who see a problem and then take responsibility for it. Isn’t that weird?  I think about the world we live in today. The problem is most people don’t responsibility for anything. Even though they do things that are really bad or wrong or whatever, they won’t take responsibility. They want to blame it on their mom, or their brother, or their sister, or whoever. The world is all about blaming someone else for all the issues that it has. What makes us entrepreneurs weird is we see a problem and instead of blaming somebody else, we look at it and say, “I’m going to take responsibility for that problem, I’m going to figure out an answer.” And when I heard that I was just like, oh my gosh, that is so interesting. Because most people don’t do that. Most people don’t see an issue, a problem and then be like, “I’m going to take responsibility for that.” I was thinking about this with Clickfunnels for example. For a decade we tried to build funnels and it was frustrating. And yeah, we could have blamed everybody else, I’m sure we did. Everyone else did that, it’s the tech designers, the developers, programming is hard, all the things. It wasn’t for us until we said, you know what it does suck and I’m going to take responsibility for it, this is my issue now. And then we figure out a way to solve it. And that’s when everything changed. That’s so fascinating. For you, as an entrepreneur, or someone who wants to be an entrepreneur, I think if we all make conscious decision of what we are doing is consciously saying, “That problem right there, I’m taking on myself, I’m taking responsibility for that.” Instead of doing what most of us do, what’s our human nature. “Oh it’s them. Oh it’s her.” I didn’t fix anything because of this, because of this. We just want to pass the blame, pass the buck so often, but that’s what makes us weird.  That’s what makes us different. It makes entrepreneurs, entrepreneurs. We see those problems, we see those issues and we take a personal responsibility for it. I was thinking about this as I was looking at the Inner circle meetings over the last couple of weeks. I could go through all 100 of my entrepreneurs and share this, but just a couple of them off my head. Pamela Weibold for example, she was a doctor and she started seeing all of her friends who were doctors committing suicide. Person after person after person. And she could have sat there and blamed this, blamed that, but instead she stopped and said, “I’m going to take personal responsibility for this issue and I’m going to save doctors lives.” And she’s gone out there and done that. She’s created a platform. She’s one of the most amazing people I’ve ever seen. She’s literally spent every penny she’s ever made to go and save doctors lives. She’s like, “I can live on 20 grand a year, I’m good. Every penny I make goes back into helping save doctors from committing suicide.” Because she took that as her own personal responsibility. That’s not her responsibility, it’s not her fault. Yet, she looked at it and said, this is my responsibility. That day she became an entrepreneur. You think about another one, Annie Grace, who is so cool. She’s someone who her whole life drank socially. It got to a point where she kept drinking and drinking and she couldn’t break away from it. And she started looking around and it wasn’t just her, it was other people and she went on this mission and started saying….and again, drinking is not her responsibility. People struggling and trying to give up alcohol addiction, that’s not her responsibility, she’s got better things to do with her life. But she looked at it and said, “This problem, I’m going to take responsibility for it.” And she’s gone out and changed thousands of people’s lives. Thousands of people she has helped break away from this addiction that’s robbing them of their freedom, their happiness. She took that personal. She didn’t have to, she didn’t need to but she decided to and that day she became an entrepreneur. I could go through person after person after person after person, the day that they looked at this thing, this problem that wasn’t even supposed to be their own, but they saw it. And whatever it was, I don’t know if tuition, if it’s God, if it’s a spark, if it’s your brain. Whatever it is, you see it and there’s that spark saying, “That one’s mine. That is the problem I’m going to fix and I’m going to take personal responsibility. It may not be my fault, but I am the one who’s going to fix this and change it.” And that’s what makes you different as an entrepreneur, and it’s fascinating and exciting. And if you wondered, how do I become an entrepreneur, how do I do that? It’s time to start looking at that and saying, “Instead of pushing responsibility on different places, different things, different people, different whatever, look at a problem and take on that responsibility yourself. And that’s the game plan, that’s how it works. Anyway, I heard that three or four days ago and it’s been ringing through my head over and over. I keep thinking about person after person after person in my inner circle, and entrepreneurs I work with, and inner circle members, and Two Comma Club members, and I look at the people around me who are serving and doing stuff. Every single time I could link back to, that is the problem they took personal responsibility for. They didn’t have to, they didn’t need to, but they did. And that’s the magic. So I hope that helps you guys. I hope that rings through your head and makes you start looking and being more aware of the stuff around you that’s happening and trying to figure out what it is that you’re going to take personal responsibility for. Because when you do that, that’s the day you’ll become an entrepreneur, and that’s the day you will literally change the world. Thanks you guys, so much for everything. Thanks for your support, thanks for your effort. Thanks for your contribution to the world. We love you guys, we appreciate you guys, we enjoy serving you guys. And we’re so grateful that you listen to this podcast. If you like this podcast and learn anything from it, please go to iTunes and subscribe and share it with another entrepreneur who could help. Thanks so much you guys. Talk to you soon. 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On this episode we answer a question from one of our listeners. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- What's up everybody. This is Russell Brunson, welcome back to the Marketing Secrets Podcast. Tonight, I'm going to have a special episode, actually. Someone on Instagram, who I've become friends with recently, been talking back and forth, asked me a really good question about feeling uninspired, and low confidence publishing and wondered what I do to keep myself confident and motivated. And I think the answer may surprise you. So, I wanted to do this as an episode instead of just responding back to him directly, and hopefully it'll help a lot of you guys out as well. All right everyone, so like I said, one of my new friends Alex, he had posted on Instagram or he actually sent me a DM, a question, and I thought it was really good question. I think it's something that I know I personally deal with way more often than I'd like to admit, and I'm sure a lot of you guys do as well. And so I thought I would, instead of just responding to him personally, respond through a podcast and hopefully it'll give you guys some value as well. So this is what he wrote. He said, "Hey man, question for you. If you ever find yourself feeling uninspired, low in confidence to publish every day or put yourself out there, what are some of your go-to activities to create lasting peak state again, where you feel full of fire, belief and vision. I'm in a spot that haven't been in a long time. I'm committed to breaking out of it, and I have faith that I will. I have a feeling that finding the right catalyst to help spark the fire again is the key." Anyway, so I thought it was really good question. And again, I think my answer may be different than him, or even probably most people think. And so to put it in context, I'm going to give you a quick glimpse at my life recently. It's summertime here at the time that I'm recording this, and I've got five amazing kids, three teenagers and two younger kids. And my teenagers have a party every night, something planned with friends and everything. And there's no school. And they're like, "Well there's no school tomorrow." I'm like, "Yeah, but I still have to get up tomorrow at six. I still have things to do. I still have all this stuff." My poor wife and I, usually during school time we put them to bed at nine and we've got two hours by ourselves before we pass out. Where now they're getting home from friend's houses around 11, and then we're trying to put them to bed. And then it's midnight, and then one, and then one thirty and then we're so tired. And right now is a really busy season, we are like 60 days away from Funnel Hacking Live. P.S. if you don’t have your tickets yet go to funnelhackinglive.com. And I find myself now every morning, literally waking up and I am feeling, I think exactly what Alex is feeling. I wake up and I'm tired, I'm uninspired, I have low confidence. I don't want to publish. I don't want to talk. I don't want to get a bed. I don't want to work out. It's tough. Today, I set my alarm for six and I snoozed it for an hour and a half. I kept pushing it over and over and over again. And I actually, this morning as I was going to the office. I was like, "Why am I struggling so much?" And I start thinking back, and I think in my mind, I think in most of our minds, we assume that we're always like, there are seasons and times when we're on fire and full belief and vision, all these kind of things. But when I started like really looking back, I started thinking about different parts of my life, especially some of my favorite parts of my life. And if I really remembered, I try to... I think most of the times our memories remember the good things and we fade out the bad, right? It's like, when you have a baby. Five minutes after my wife gave birth, if I was like, "Let's have another baby," she would probably strangle me. But then, a day goes by, then a week and then a month. And within three or four months, you forget the pain. All you remember is this cute little baby and you're like, "Oh, we should have kids again. It was so much fun." And then all of a sudden you're pregnant. You're like, "What was I thinking? Why didn't somebody tell me about this?" I think it's the same thing in life. Like if I honestly think back, I think back about wrestling. That was my first passion, my first love. I remember winning the state title. I remember these big things that are amazing, but if I'm really honest, I try to remember the practices. I remember cutting weight. I remember not eating for four or five days in a row, every single week for my entire high school career. And cutting weight, and not having energy, and being tired in class and like cutting weight. Those who've cut weight know what I'm talking about, but I was doing that. And I don't think that there was a time when I was really... It didn't feel good, I didn't enjoy it. It was hard. It was miserable. But then the thing at the end happened, and it was amazing. And because I had this desire, and this belief and this hope in the thing at the end, that's why I kept doing it. Cause I was like, "Ah, someday I want to win a state title. Someday I want to be an All-American, someday." And I had these things, so I put myself through these things. And then afterwards I hit the goals. You don't hit the goals and you remember the positives, and you remember these things and you kind of fade out the negative. But the reality is that a lot of times going through the stuff, like the day by, day by day, you don't come into it super inspired, and tons of energy, and high confidence and all those things that we think we are, or we're looking for, we're thinking it's going to happen. At least not that I remember, as I'm trying to be completely honest with myself, I'm remembering the practices and leading up to them, and most days I didn't want to go to practice. Like I did because when I got into it, I enjoyed it. But going to practice, I would dread. And then fast forward, most of you guys I think know, I had a chance to serve a mission for my church for two years. And so for two years I was on this mission, and I'm knocking doors, and I'm teaching about Jesus, and doing these things and had a great experience. Looking back now, it's one of the greatest highlights of my life. If I remember, every morning waking up, and we'd wake up super early, and study scriptures and do these things, and we were tired. And those who haven't been on a mission, or have never seen like the Mormon missionaries before, like you don't get to go on dates, you don't get to call home, you don't get to... You're with a companion and you don't go to movies, you don't have a TV, so it's tough. I remember every morning waking up, and knowing I had to go knock on doors, knowing I had to go do these things and dreading it. Like, ah it was hard consistently. And then we're going out and knocking door, and usually within doing it for a little while, it'd become fun. And we'd talk to people, like I enjoyed it. And as I'm enjoying it, I'm like, "Why was I so complaining? Like why was I so tired this morning? Why was I so miserable? I actually enjoy this stuff," but I still did. And if I look back on my mission now, it was two years I was out there. Like I would wage, I would bet that most mornings I woke up dreading having to do the work I actually had to do. And now I started thinking about this, about my entrepreneurial career. And again, I think back about all the highs and the big wins and all these kinds of things. But if I'm completely honest with myself, throughout the day by day, and the week by week, it was not sunshine and roses. I didn't wake up inspired, and excited and have tons of confidence and wanting to publish. Like it came... Usually me waking up and dreading it, and then going and doing it. And then as I started doing it, it was like, "Oh, I actually do enjoy this. This is kind of fun." It was weird to me because two days ago I was working on this webinar, and all day at the office I was having fun, I was doing it and I got home. And then first I was excited, "Tomorrow's going to be fun to work on it." But then again, my evening happened and it was crazy, and kids get to bed at midnight and I'm asleep at 1:00, and my alarm is going off at six in the morning and I'm just dreading going the office. Like, "I don't want to open the slides. I'm too tired. I don't want to work on it." And like, I'm miserable. Right? Uninspired, low confidence, like all these things. But I woke up, I did the thing, got out there, got to the office and started working on it. And then as I got back into it again, it became fun and I enjoyed it. And then eventually I'm going to do this webinar and I'm going to be stressed out. I'll probably pull all-nighters ahead of time, and then do the webinar and it's going to make a bunch of money. Then I'll be able to celebrate and all I'm going to remember is the celebration. Right? The baby came out, we made a bunch of money. Someone got baptized. Whatever the result was that I was working towards. And I'll Remember that, and it's all I remember is like how great it was. I mean, we did this event, the Funnel Hackathon event. It was interesting because, I was teaching a webinar model. I was like, we launched ClickFunnels... I always tell them they should do a webinar a week, every single week for a year. And I was like, "I tell people that, but that's not what I did." I was like, "I was doing at least a webinar a day, some days two or three webinars a day." And if you've ever done a webinar, like a two hour webinar, it's like working a nine hour or eight hour workday. Right? So you're doing three back-to-back-to-back, six hours of straight webinars. Like in my head, I remember this amazing thing in me, closing sales and like how amazing it was. But if I'm honest with myself, It was horrible. I couldn't talk, I was tired. I had no energy. I didn't want to be there. I didn't want to do the second let alone the third webinar that day, knowing that tomorrow I'd wake up and do it again. And it's just interesting because I think our brain blocks out so much those things. So I'm not saying that we can't be inspired, have high confidence in those kinds of things. But my bet is in most situations, most mornings you're going to wake up and you're going to be uninspired, you're going to have low confidence. You're not going to want to publish. You're going to want to go out there. You're not going to want to do a webinar, you're not going to want to publish your podcast, you're not going to want to knock doors. You're not going to want to go read a book, you're not going to want to write a book. You're not going to want to... Whatever the thing is. Because that's the reality of life, at least as far as I've experienced it. I try to think back like, when were the mornings I woke up super excited? And there have been some, I can tell you there have been, but they are few and far between. The thing that gets me moving in the morning is not the feeling of inspiration or confidence or anything in the morning. It is the vision of the thing at the end. It was me knowing I wanted to win a state title. Not just knowing I want to be a state champ, but knowing like in my heart and my soul and my gut, that's all I wanted. That's all I wanted in life was that, I wanted to get my hand raised. And it's because of that I was willing to go through anything. My coach has said, "You got to lose 30 pounds this week." Which happened every single week. I was like, "Okay." They're like, "Hey, you've got to go run four miles right now. You got to do this." Like I just said yes to everything, because that was the goal. That was the... Like, whatever it took to get there, I was okay with it. So the vision, the goal is the thing, but it doesn't mean you're going to feel the things I think we want to feel. I want to feel like, wake up in the morning, I want to go run. I want to go do these things. I want to go... But I don't think I ever feel those things. And maybe I'm the one that's messed up, I don't know. But if I'm honest with myself, I don't remember really feeling those things. I don't remember any morning when my alarm went off and I woke up feeling like I wanted to go run, feeling like I want to go lift weights again. Maybe every once in a while, but it was rare. The thing that was a constant was like this North Star, it was the vision. And again in high school, it was winning a state title and it was being an All-American, that's all I could dream about. Like I'd sit there without any food or water in my stomach for weeks... For not weeks, but days at a time, miserable, cutting 25, 30 pounds a week, every single week, week in and week out, over and over and over again. Being thirsty beyond any kind of anything you can imagine. For those who have never cut weight before, you think that that being hungry is hard. Like people who skip a meal and they're like, "I'm so hungry." Like hunger pains are easy. Thirst pains are bad. Like you skip water for a day, your hunger pains disappear and you can not eat for a week. Fine. But that those thirst pains like keep you up at night. But again, like what was the thing? It was the vision and it was doing it when you're not inspired, doing it when you don't feel like it, because you're normally not going to feel like it. Like right now, we're 60 days away from Funnel Hacking Live, I have so much work to do. We are rebuilding three different coaching programs and I'm tired. I've got six core presentations, nine total presentations that I haven't started on. I'm rewriting a core webinar that I have to do. We've got film dates. We've got events. We've got... If you guys saw my schedule for the next 60 days, you'd probably laugh or cry or a little bit of both. And I tell you what, I don't want to do most of it. But guess what I do want to do? I want Funnel Hacking Live to happen. I want... When it's over, the night Funnel Hacking Live ends, when I go to bed at night, there's this feeling that I don't know. It's not as good as getting my hand raised and wrestling. I'm not going to lie, but it's this feeling. And I felt it before, I feel like when the whole thing's done, and you see people and you see their change, and you see them leave and you get to go home and be in your room for a minute and just be like, "We did it," that feeling, that vision and seeing like the ripple effect that will come from that room, from the 3,500 people who will be in the room, that ripple effect that will come out from there around the world. That vision of that. Like for me, it's a tangible visually. It's like, I can see... For me, it's like I see the audience, I see this huge rock going boom, and hitting it. And the ripple effect goes to 3,500 people in the room. Then from there, it goes out to millions and millions of people around the world. That vision of that is what gets me moving and going. And for some reason, I wish... I keep thinking or wishing that vision would make it so I woke up every morning inspired, excited, with energy, but it doesn't. Because the reality is, if that's all it was, was the vision. I think we'd be able to... If the vision affected us, so we felt so good that was easy, then it would be easier. But for me at least it doesn't. So anyway, if any of you guys got a secret, let me know. But for me, it's just waking up thinking about, this is the thing. This is what I'm working towards, I want it, I'm going for it. And then start the process. And like I said, after I start the process, usually it feels good, but it's that initial momentum that's not fun, right? Like the initial waking up and going to the gym is not fun, but then when you start lifting. It's like, "Oh, I actually enjoy this." Getting up, getting dressed, getting to the office, not fun. Start working your slides, you're like, "Oh I actually enjoy this." This podcast episode for example, my brother who does my podcast is going out of town. He's been asking me for a week and a half for three episodes. And right now it is 11:27 at night, and I've been dreading this podcast all day long. I've been thinking about it and like talking myself out of it, like dreading it. Literally, I don't want to do this podcast. I don't want to do it. I'm tired, I just want to go to bed, I got so much stuff. Like I finally got my kids to bed. Now, last thing in the world I want to do is publish my podcast, the last thing I want to do. But now I'm 14 minutes and 25 seconds into it, and I'm actually really enjoying this. I could go for the two hours. Like I'm feeling the energy now, right? But initially you don't have it. And so I think that's the biggest thing is just, understanding that it's the initial momentum. That's the hardest part. In the morning you wake up and you're out of momentum, like getting back into momentum. That's a hard thing. And so most people, most humans on this planet never get back into momentum. They're just like, ugh. They just stop, right? So the thing that's going to get you from this stagnated stop spot is like, either the memory of the vision or the dream of the vision. When I was wrestling, it was the dream of being a state champ. Right now it's the memory of last years Funnel Hacking Live and the experience that I felt afterwards. Like, that's the thing that gets me out of bed into momentum, and with the momentum I start feeling more inspired, I start feeling more confident. I start listening, they start happening, but they don't happen right out of the gate. Most mornings, you're going to wake up not wanting to do with the thing you got to do. You're not going to feel good. You're not going to feel inspired, have confidence, any of those kinds of things. So it's like, you got to have this vision that pulls you into momentum, and then momentum picks up and that's when you start feeling good and start having fun. And right now, I want to go film 12 more podcast episodes, which is good because my brother told me I need to give him three by tomorrow. So, this is the first one, I've got two more tonight and I'm really excited about one of them, so I'll probably do that one next because now I'm in momentum. I'm feeling good. And anyway, so I hope that helps. I think the biggest thing that I want to share is just that if you're struggling every morning, for any of you guys, like that's okay. So do I, every morning, Very, very, very rare do I wake up and like, "Yes, let's go. Like, this is the thing." It's unfortunately not there and I don't think it's there for most people. And if it is there for you, that's amazing. Like run. That means you're waking up already in momentum, start running. Don't stop. But for most of us it's, man, making that vision. It's like what we talked about for wrestling, so clear, so vivid, so real, that you would go through anything to get it. First time I saw someone win a state title and I was like, "That's what I want more than air," literally, like more than food, more than water, more than friends, more than anything. And it became that real, that tangible that vivid where I could feel it, taste it, touch it, like smell, I could envision it. Like that's when I was willing to do anything and I did do anything, like literally. Insane things we did to get that goal. And same thing rings true in business. Right? Like when we started building ClickFunnels and I started seeing... At first it was hard for me, because I didn't know it was going to become what it was. Like I'd tried to build ClickFunnels three times before and every time we'd fail. So Todd's like, "I'm going to build ClickFunnels." I'm like, "Cool," so we started building it. But as soon as I saw it and I was like, "Oh my gosh, this is really good. Okay. Like, all right." And I saw the vision what it could be, then it was like crazy. But again if I remember back, we used to do these hackathons. Todd would fly out before we launched ClickFunnels and spend three weeks in Boise. And we would go all day, all night and like sleep for three or four hours, get back up and keep going. And I don't think it was fun. Like looking back now, the nostalgia of it's amazing. Like, oh these were like the greatest times of our life. Like times I'll never forget, but in the moment they were horrible. I did not enjoy them. I was tired. I was miserable. I missed my family, missed my kids, missed my things. We didn't know if this was actually going to work. Like, there's all these things, but we did it because I'd seen the vision. Todd had seen the vision. We knew that there was something there. And so we pushed, and we pushed, and we pushed, and we grind through it. And now looking back, those are some of the best times. So, you got to do it in spite of the uninspired, in spite of not feeling worthy, or ready or whatever. Get yourself momentum, like hook to the vision, hook to the thing you have and it start running. So anyway, I hope that helps. It gives probably not the answer you're looking for. I wish I had a better secret magic button, but it's just understanding and realizing every morning, like, "All right, I don't want to move, but I got to. Let's go." So, I hope that helps. Thanks so much everyone for listening, and have a great night and we'll talk to you all again soon. Bye everybody. 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This is when you’ll know your offer will actually start converting. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets podcast. I am at Lake Powell. If you've been listening to some of these past episodes you know that I'm on family vacation right now. I'm unplugged, and so I am stuck to my thoughts, which has been really fun, and just thinking through a lot of things, and hopefully... In the past, people told me that Lake Powell episodes are some of the best ones. Hopefully this gives you some ideas, some ahas, some insights in you, your life, your business, and a bunch of other really cool things. Okay. So what I want to talk you guys about today is actually something that happened right before we left for Lake Powell. So obviously I've been playing this marketing game for a long, long, long, long time. Right? I love building funnels. I love creating offers. I've been doing it for as long as anyone I know. I've been doing it... I think I'm on, like, my 20th year or so. I've been playing this game. I love it and I think I'm pretty good at it. I'm not the best at all areas of it, but I think as a whole, I'd say I'm in the top 1% of people who play this game and I enjoy it. Hopefully you enjoy it as well. And I enjoy talking about it, hopefully as you enjoy listening to me talk about it. But I had little things that happened right before I left that was really, really cool. So we brought in a couple of new people on our team, some really, really good copywriters, conversion analytics people. And we're looking at some of our old funnels that have done well traditionally. In fact, specifically looking at our book funnels. We have three really good book funnels, my Dotcom Secrets, Expert Secrets, and Traffic secrets books, which have a lot of traffic to those funnels. Traditionally have done really, really well. And the question was, could we make these better? And one of the reasons why we had to do it is be one of our offers, upsell number two, we had to change out because it was a partnership with someone and we had to change it out. And so it got us kind of thinking like, well, how do we change this? And as long as we're changing it, let's brainstorm again. And so it was nice because I had a whole bunch of people who weren't me, who weren't there initially when we brainstormed the book funnel and we sat down and said, "Okay, let's kind of talk about this. What can we do? What does it look like?" And specifically there's someone new on our team. Her name is Sabah and she's awesome. And that's all I'm going to tell you because I don't want you guys hiring her away from me. She's really, really cool. But she went through all of the offers and the upsells and everything, and I made kind of a pallet. Here's like all the stuff we have. We have basically unlimited... I've created a billion products. I'm like, "We have unlimited content. We do whatever we want. Well, what should we create?" And so I kind of gave her the pallet. She spent a couple of days and came back. We started looking at this upsell flow and it was really cool for a couple of reasons. One is it's interesting, things that you kind of forget. Like at my events, when we teach upsell flows, I always talk about the importance of the strategic flow of your upsell flow, right? That people always ask me, "What's the first price point? What's the second price point?" And price point is not the important thing. It's the flow. Like if someone buys this, say they bu the Dotcom Secrets book. So it solved the problem for them. Now they have this book that's going to show them how to funnel. So next upsell has to solve a new problem. So that by buying this first product, what is the new problem it created, right? So if you bought Dotcom Secrets book, for example, now you know how to make funnels, but now you're like, "I don't know how to get traffic to my funnels," or, "I don't know how to write, copy for my funnels." Or whatever the next problem is. Or, "I know how to build a funnel now, but I need help. I need someone to hold my hand. I want coaching. I want accountability. I want..." Whatever. There's a million things it could be, but it's very strategic. And what I realized, interestingly enough, is that, and I wonder if you guys do this too, or if it's just me, but sometimes my ego gets in the way. And so my book funnels were, I literally built the book funnels because I wanted my first upsell to be Dotcom Secrets or the secrets chosen, my box set of all my books. Which is cool because it's like now everyone has a chance to buy my books. And I forced that as the upsell on all three of my funnels, but looking at the actual data and numbers, they didn't... I mean, they convert good, but not amazing. I didn't change it because I was like, "Well, that's what I want to sell, that's what I want to sell," as opposed to me asking the question, "Well, what do people actually want to buy?" And so what was cool was when Saba came back and said, "Okay, let's look at all these different offers." She kind of restructured things. And she took like my book offer where right now, you buy the books and you get this one book for free. And it's really, really cool. She's like, 'What if we did that, plus we gave them this?" I think it was One Funnel Away Challenge. "Plus we gave them this software over here, and plus we give them...". It was like five or six things. And I remember like, as she's going through, I was like kind of sick to my stomach, like, ugh. But I didn't say anything, because I'm trying to be cool, you know? And I don't want to... I hate when you're brainstorming, someone comes in and has all the negative things to say about it. So I felt this like sick feeling in my stomach where, I was like, oh, okay. And then she talked about upsell number two and then proposed upsell number three. And upsell number two was like, we can give them this, and this, and this. I'm like, "You can't do that because this one's like a thousand dollars, and this one's this over here." And I was kind of freaking out. And the next upsell, she's going through it, and in my head, I'm just stressing out because I'm like, "We can't sell these things for that cheap. This is insanity." I'm just like this feeling of just like uneasiness because of this. And then we sat there, we were talking about it and we're looking at, and I was drawing it out on a whiteboard trying to map it out in my head so I could come to grips with this whole thing. And all of a sudden, I stopped for a moment, and I was like, "Oh my gosh. Look at this internal anxiety I have going through this process." And I started thinking about that. And I was like, oh my gosh. I am struggling because this offer is so good that I don't want to do it. Now what do you think about an offer that's so good that you feel sick to your stomach actually giving it somebody because it's such a good deal? That's probably the right offer, right, if you're trying to make an irresistible, one-time offer. You're like, "I sell of this course for $97. I'll sell it to you for 97 bucks." That's an offer, but it's not an irresistible, insane offer. When you are sick to your stomach because you're like, there's no way we can do this. I can't give people this and this and all these things for this price because it's not worth it to me. You're sick to your stomach? That's when you're close. That's when you probably have the right offer. And for me it was this big aha of just like, oh my gosh, I've been stingy. I've been trying to feed my ego and trying to make sure that the offers are the things that I want to sell, not what people actually want. And then looking at it from, okay, I'm not just making an offer, I got to make something irresistible. If I want to go from like a 15, 20% conversion rate on an upsell rate to a 40, 50%, it has to be irresistible. We're in the process right now of purchasing a company. I can't talk about it yet. As soon as we finalize it... In fact, the deal might be finalized when I get back from Lake Powell. So I'm sure you will hear me shouting it from the roofs. But the funnel, we're literally buying this thing because the funnels are so good. Like when someone buys a product through the funnel, the average cart value is like $180, which means, I can spend $180 to sell this front end product, which is crazy. It's so good. But you look at the upsell flow and it's the same thing. It's the most insane, irresistible offer where you... I'm sure when the person we're buying the company from was first putting it together, he was sick to his stomach, like, "Oh, I could easily sell this for a thousand bucks or $2000 or more." And he's like, "I'm just going to do it for $97." Like, wait, wait, what? You can't do that. This is insane. "I'm sick to my stomach. We spent $50,000 creating this thing. I can't sell it you for $97." And when you get that internal dialogue in your head where you're fighting it because this doesn't make any logical sense, that's when you probably have an actual irresistible offer. That's the key. And that was my big humbling this weekend, or this week before I came out to Lake Powell, was that. And I've been thinking a lot about it, like sitting on the boat. As I'm sitting here I'm thinking like, "Man, I felt so much anxiety and frustration." Is kind of like how many of you guys have ever seen the greatest show of all time, 24? If not, you should pause this right now, go watch all the eight or nine seasons of it and then come back and finish the episode. Otherwise you're going to... It's more important than anything else you could be doing right now is watching every episode of 24. But I digress. So there's this bad guy in 24 and he's the president. President Logan? I can't remember exactly. It's been a while since I've watched it, but he's the president. And I remember that at first I thought that the guy who played the president, I was like, I hate this character. I hate him. And every single episode, it got worse. I was like, I hate him. I remember being so angry, upset watching, episode, after episode, after episode. This president was such a horrible person and so angry. And I was like, I hate him. Why did they pick him to be the actor? Why these things? And being so frustrated and angry and I couldn't sleep. And I was so angry at this person, this president, I hated him so bad. And all of a sudden one day I stopped and I was like, oh my gosh. Look how I feel right now. I hated this guy, but I'm realizing now, I don't hate him. He's probably one of the best actors I've ever seen because he's making me have this visceral response to everything he's saying. And all of a sudden I was like, oh my gosh, he's not the worst character of all time. He's the best character. To make me hate him that bad is magical. Same thing when I first met Ben Settle. I joined Ben Settle's email list and I used to get the daily emails. And I remember I kept reading them and kept reading them and they would annoy me so bad, get me so frustrated. And it was probably two or three weeks into this email sequence where I was like... And I don't unsubscribe from anything ever. And I remember the emails were coming in. I read one. I was so upset that I was going to unsubscribe because I was so angry at him and his philosophies, and his thoughts and everything. I was like, oh, and I was about to unsubscribe. I stopped for a second. I was like, oh my gosh, look how I feel. Notice how he's making me feel right now? He's giving me, once again, this visceral response where I'm like angry, and upset, and frustrated. And so much so that I wanted to like, oh, and I was like, oh my gosh. I think prior to that I was like, he's the worst marketer ever. I hate this guy. He's wrong about everything. And all of a sudden I was like, oh, oh my gosh. Look how he's making me feel. He's an amazing marketer. He got me to feel this way. Never in my life I've read every email from a marketer and I'd read every email of his for months because I was so angry and so upset and so frustrated. And I was like, I bought his thing. I bought the other thing even though I hated him and frustrated by it and annoyed by him. In fact, the first time I met Ben, I told him that story. I was like, "Just so you know, like I hated you at first." I was like, 'Every email that would come, I would get so annoyed and so upset and all of a sudden I realized, oh, look at how he made me feel." To cause this kind of feeling in me shows that he's a master, not someone who's bad. And so a lot of times I want you to start noticing how you're feeling as these things are happening to you because a lot of times our brain is pushing us one way and hating this thing where it could be like the greatest thing we could have learned. And so, anyway, I wanted to share that because that's how I felt when we were going through this upsell flow. And so next time you're creating an offer and you're working on your upsells, your down sells or your, whatever your thing is, you're working on, I want you to start thinking about that, like how do I make this offer so good that I literally am sick to my stomach and frustrated and angry and like, oh, I can't do this? Like, there's no way we can give people this much value. We just can't do it. And all of a sudden you're like, that's it. We got there. We finally got to a point where I don't want to do this because I feel like the value is so high. Like they always say in any good offer, but any kind of good business deal or business partnership, both people should feel like they got the better end of the stick. Right? And if not, it means that someone felt like they got a worse end and that's not good. You want both people to feel like they got a better end of the stick. So if I make an offer so good, I'm like, this is insane. I can't do this because it's such a good offer, and honestly feeling that way deep in your gut. And then the customer coming in like, "Oh my gosh. They only want $97 for that?" Or $200, whatever the price is like, oh my gosh. Now both sides feel like they got the better end of the stick. That's how to make irresistible offers. That's how you create raving fans. That's how you create amazing offers. Anyway, I wanted to share it with you guys because it was interesting. It was fascinating. And I hope that helps you guys. Go back to your old offers. Look at the upsell flow and be like, what else could I add? What else could I add? What else could I tweak? How can we make this offer better? How can we make it better? How can I up this offer? How can I increase it even better? And keep thinking through that. And the better you make the offer, the more likely people will be to give you money. A lot of times people are like, "My upsell's not converting. What do I need to do?" I'm like, "Your offer sucks. Make a better offer." "This is the best thing I've got." Well then make something better. Like, what else can you give them? What else can you create? What else can you invent? What else can you put together? You need to make something that is so irresistible that they look at it, they're like, "I have to give them money. I need this thing. This is such a good deal. It's such a good offer. I have to give them money." That's the feeling they have to have or else you missed it. So anyway, with that said, I hope you guys enjoyed this episode. Hopefully you guys go back and look at all of your old funnels, all your old offers. Look at things you're doing and figure out what else can I bundle? What else can I add to make the software even more irresistible? And keep doing it until you feel sick to your stomach. And that's when you're probably to the spot where your offer's finally going to start converting. Okay, I hope that helps you guys. I appreciate you all. Thanks for listening, for subscribing, for hanging out. If you liked this podcast, please do go to iTunes and leave me a review. That'd be pretty sweet. And with that said, I'll see you guys on the next episode. Bye everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

If you’re struggling in any area of your life, it’s probably because this equation is out of balance. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- Hey, what's up everybody. This is Russell Brunson. Welcome back to Marketing Secrets podcast. This week, I am at Lake Powell, I'm unplugged and that means I have no internet access. I've got no ability to check email or social media or anything, and all I can do is sit and think and play the water with my kids and my family. It's been really fun. But during that time, I had time to think about some things. And so I want to share with you some of my thoughts today, specifically about how much we produce and how much we consume. All right, everybody. Last year when I was at Lake Powell was the very first time I had a chance to start reading Atlas Shrugged. And to me, as you've heard me, I did a podcast with Josh Forti earlier year. There's like four or five hour-long podcast talking about Atlas Shrugged. I'm not going to get into that today, but as I was preparing for our Lake Powell trip that we do every single year with our kids, would come down here, we get a houseboat and we just have a fun time with some of our family and friends and stuff, I just kind of started craving that book again because I'd read it last time I was on this trip, and I start thinking about it. I was like, oh. I started listening to the audio book again on the drive down. And while I've been here during my free time, I'm listening to the audio book and it's been really fun to hear it a second time. It's interesting, the first time you read a book, especially a book like Atlas Shrugged, which I think it's like 15 or 1600 pages, it's a very intricate story. Ayn Rand wrote it in the 40s or 50s, and it took her, I think, 11 years to write the book. Just the John Galt speech alone took her two years to write, which is crazy. And so in a story like that, people back then... In fact, I got some photocopies of the original manuscripts. It wasn't like on a computer, it was on typewriters, like handwritten. When someone's writing something that complex and spending 11 years on it, there's a lot of things you don't catch the first time through. These storylines are so cool, and these things that are happening in conversations you missed the first time around. I was like, "Oh my gosh, this is so cool." Just been a really fun experience to go back into that book again and really enjoying it. What's interesting to me is, I don't remember where this came up and it's not specifically tied to the book, but the thought that you're reading a book and you have thoughts start popping in your head, and the thought I started thinking about it a lot was about basically our job as entrepreneurs, or people for that matter, is to make sure that we are producing more than we're consuming, right? To truly understand this, I think one of the core lessons or things you have to understand is just how money works, how people make money in this world. Money is a by-product of value, right? The more value you provide somebody or a group of people, the more money you make, right? For example, if someone is an accountant, they may make, I don't know how much accountants make, let's say a hundred grand a year, right? Just make numbers easier. They have one client and that client's paying a hundred grand a year and they're making pretty good money because they're providing value to that one client, right? But they make $100,000 a year, which depending on where you're at, that's either a lot of money or not very much money. But you take that same accountant, instead of them just being account for one client, if they say, "Man, I want to provide more value in the world," that accountant can start their own accounting company. They can, instead of one client, take on 10 or 20 or 30 clients. Maybe they need to hire some associates and hire some other accountants underneath them. Eventually they've got a business where now they're doing accounting for say a hundred people. That little accounting company might make $1 million a year. The accountant who started at might take home, four, five, $600,000 a year. He's still got the same amount of hours in the day as anybody else, but he or she figured out a way to provide more value. Instead of just doing accounting work for one person and making a hundred grand, they do it for 20 people now and they make a million. Even though they have more costs now, more risks, we've got to pay for other employees and they got to pay for these different things, because they're able to provide more value, they end up making more money. Money is a direct correlation to value. That's just a core principle that I didn't understand for a long time. It's the reason why a teacher who works in a school could be super, most talented person in the world, best teacher in the world. But if they're teaching for a classroom and they're getting paid their 50, $60,000 a year as a teacher, and they teach the kids that come through, that's all the money they're able to make because they're not finding any more value. What if that same teacher took their message and started publishing a YouTube channel and started reaching millions of people, they may go from making 50, $60,000 a year to $1 million a year teaching the same stuff, but their getting out to more people. Now instead of 100 kids a year hearing their lessons in a school, now they're getting a million people a year listening to it through a podcast or through YouTube channel, through some other means, and they're providing more value to more people, so that's how they make more money. All these things are tied together. That's one principal for everyone to understand. If you don't know, don't write it off yet. I don't make enough money. Well, how much value are you providing? You're providing to one person. Can you provide that same service to 10 people, to 20 people? The more value you provide, the more money you're going to make. The natural order of things is how it works. The thing that I was thinking about recently was just how important it is that we are providing more value. We're producing more than we're consuming. In all aspects of life. I first start thinking about it from a business standpoint where if you consume more than you produce, what happens? If you consume more than you produce, then you go into debt, and it's not good. Let's say you decided, "Oh, I make $1 million a year, I want to buy a house." But the houseboats cost $3 million. So, you go and you buy a houseboat for $3 million, you're $2 million in debt. You're consuming more than you're producing, therefore you're in trouble. If you want to have something bigger or nicer or whatever it is, you have to learn how to produce more than you consume. That's going to give you more money. In this book Atlas Shrugged, that was one of the big things it talks a lot about, was just the producers. In the book, you've read it, the society is trying to give everyone based on their needs and their wants, not so much their production. The premise of Atlas Shrugged is these producers. They need to go out, they're and producing, and eventually the producers go on strike because it's not worth it for them more because of all the government regulations and social pressures and all these things that make it where it's no longer beneficial for them to actually become producers. In the world we live in today, that's it. If you want to make money, you got to produce more. We have to create more value. If you want to save money, if you want to get nice things, you have to produce more than you can consume. That's like a universal principle. I started thinking about it, just this week since I've been sitting on the boat and eating more than I normally do. I noticed that I am consuming more than I am producing. For our bodies, what do we produce? We produce energy. We go and we work out, we run, we walk, we do things. If my production is more than my consumption, then what happens? I lose weight, right? But if I consume more than I produce, so I'm eating more calories than I'm burning, then I gain weight. As I'm watching my kids running around, it's funny because I feel like I'm active. I'm an active dad, but I watch my kids running around and they're producing so much energy and burning so much that they can eat whatever they want. They stay tiny and skinny. It's crazy because they're producing so much. As we get older, we keep consuming, we consume more and more and more, cause we've got bigger bellies and we can eat more and all these things, but we produce less. We don't exercise much. We don't run. We're not running around. When I look at my daughter, Nora, when she goes from one end of the houseboat to the other, she doesn't walk. She's sprinting the whole time. They're just producing more energy, which makes them lose more weight. Again, if you look at a weight loss or energy management, the goal, again, is to produce more than you consume. I start thinking about universal a principle that is in all aspects of life. In a relationship. I want to make sure that I am producing more value to my spouse than I'm consuming. We're in great relationship. All of us need to be focusing on that, on production, producing, producing energy for your body, producing value for the marketplace, producing happiness for your spouse, for your kids. Bad things happen when that metric gets flipped, where we start consuming more than we produce. You consume more food than energy produced, what happens? We gain a lot of weight and it gets really hard. We consume more stuff than we have money that we've produced. We've consumed more than the value we produced. What happens? We get into debt. We get upside down, we don't have any money in savings, we don't have any money to invest. because we're doing those things. In a relationship, if you are consuming more than you're producing, it's a lopsided relationship. It's not fair to anybody. This becomes a universal value, a universal thing in all aspects of our life. And the more I keep thinking about it, the more use cases I keep finding for this one thing, it's this ratio of production versus consumption. If any of you guys feel like I want to consume more, I want to eat more, cool. You should do it, but you've got to produce more energy so you can burn that way. If you want nicer stuff, you want to consume more, I want a nice house, I want a nice car, I want a nice whatever, cool, do it. That means you've got to produce enough to be able to afford it. You got to create more value, produce more value, and then it's okay. We had a conversation last night with one of the teenagers here. He asked me if I was scared when I bought my house, or something like that. We have kind of a crazy house. I said, no, because if you look at it, based on the average person buys a house and takes some 40 years to pay it off. And so while their house may cost way, way less than mine, I was able to pay my house off in two years. Maybe it's three years. Anyway, whatever it was. But it's because I was producing more. Ratio-wise, it wasn't very much. Because my, because I was producing more value, which made me more money, which now made it so that I could buy this house and it didn't seem like a lot. Just like my kids can go and they can literally sit down at dinner and eat 8,000 calories and they don't gain a stitch of weight. Where if I'm over 1800 calories in a day, I start gaining weight, because I'm only producing 1800 calories worth of energy in a day. If I'm not there, I start gaining weight really, really quickly. It all comes down to this ratio. Anyway, I know it's common sense. We know these things, but it just gave me a different way to kind of look at things because it's a universal principle in so many areas of our life. How much are we producing? How much are we consuming? If we're consuming more than we're producing, we're gaining weight, we're in debt, we're having these problems. If you're in any of these things, any area of your life where you're struggling, look at this ratio? Are you producing more than you're consuming? If so you're probably in a spot where your relationship's great or your energy and your body is great, or your bank account's great, whatever those things are. And if not, I bet you that that ratio is off and becomes a very simply now for us to look at, to diagnose and figure, okay, I want these things. I'm trying to do these things, but there's a math problem here. I am consuming more than I'm producing in this area of my life. I got to double, triple, quadruple down to produce more than I can consume when I want to, because now the ratios make sense. You can go buy a $20 million house. It doesn't matter if your productions side, if now the ratio works and it's not insane. The insanity happens the other way when you're consuming more than you're producing. There's the math problem. There's the metric. There's the thing to start thinking through. As I was thinking about it again, for myself, it just got me excited and started thinking about all the areas of my life that I'm not happy, looking specifically, this one ratio. Am I consuming more than I'm producing? If so, that's probably why I'm not happy. You probably don't have the energy. You probably don't have the money. You probably don't have the relationship because I'm consuming more than producing. There's a lens to look at the world through for all of you guys. I hope you enjoy it. It's been fun for me over the last couple days. I'm sitting here on the boat, looking at different areas of my life and realizing either I'm doing really good or really bad, and it's all coming down to this one ratio of production versus consumption. Hope you enjoy this. Thanks again, guys, I appreciate you. Hopefully you're having great summer vacations as well. Enjoy time with friends and family, and I will see you guys back here on another episode soon. Bye, everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

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

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

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

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