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The Marketing Secrets Show
11 minutes | Jun 23, 2021
LIVE: Origin Story of the Framework
On this episode of Marketing Secrets Live, Russell explains the big “ah-ha” he had during a recent FHAT (Funnel Hack-A-Thon) event. To be on the next Marketing Secrets Live episode, register at ClubHouseWithRussell.com Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- What's up everybody. This is Russell Brunson. Welcome back to the Marketing Secrets podcast. Again, this is episode number two from a recent Marketing Secrets live show. I've been doing more of these podcasts live and having so much fun with it. Hopefully you enjoyed the last one where you had a chance to hear some really cool marketing secrets from some of my friends. This episode, I'm actually going to go deeper into something that I've been geeking out on. And I've been thinking about, that I think you are really, really going to enjoy. What I'm going to cover in this episode is actually one of the big ahas I got from a recent event we ran. It was our first live event we've had in, man, in a year and a half, two years, crazy. And it was called the FAHD event, the Funnel Hackathon event. I share one of the big epiphanies that a lot of people had at the FAHD event. If you want to get on our next Marketing Secrets Live show and get your questions answered live and hang out with us, make sure to go to clubhousewithrussell.com, go register for the clubhouse and you'll be notified the next time I go live. All right. Well, I'm excited. Typically, when I record the Marketing Secrets podcast it's me on my phone clicking record and talking. That's what's going to happen for the next 15 minutes or so, it's just sharing you guys the biggest thing that's on my mind right now. And so this week we actually did our very first live event since COVID, which was amazing. Here in our office we have an event room that holds about 60 people and so we did an event. The event is called the FHAT event, and it's not F-A-T, like overweight people who eat donuts and stuff for two days, it was the Funnel Hackathon. So Funnel Hackathon F-H-A-T. So they all nicknamed it the FHAT event. And this is an event we used to do. Four years ago was actually the very first FHAT event we ever did. And it was helping people to figure out their messaging, their story. And then we actually built out a webinar presentation with everybody in the audience, and we did it four years ago. And if you see inside of ClickFunnels community, some of the people who have had the biggest, most successful webinars, people that a lot of seven, a few eight, and a couple of nine figure earners who were in that room at the time, who crafted the webinar that went on to build out their entire businesses and their followings based on that. And so we did it once and then we ran versions of the FHAT event three or four times afterwards. And then, you know, when things work really good, like a lot of us business owners and marketers do, we stopped doing it. So we stopped doing it. I think I was tired of doing the live events. We kind of just paused it and didn't do it for a couple years. And recently I got excited and I'd been working on webinars and frameworks and just things like that. And I was like, I want to do the FHAT event again. And so we put it together. We invited some of our inner circle and some of our Two Comma Club X coaching students to come to it. And we had about 60 people in the office here in Boise the last two days, and then four or 500 people watching from home and it was amazing. It was two days and it was cool because we had a chance, it wasn't just like strategically teaching, like, oh, here's the strategic concepts, but it was very tactical, like, okay, here's slide number one, let me explain the strategy. On slide number one, this is what we do, why we do it, how we do it. And then everyone would jump in and they'd actually build out slide number one. Then we do slide number two, three, and we build out the entire presentation. So it was cool because when it was finished, everybody had a presentation that's done. They can go and they can actually use it to sell their stuff. And so that was what's happening the last two days. So obviously this is what's been top of my mind. And the last day of the event we went around the room and had everyone share their biggest aha and their biggest takeaway. And what was interesting to me is that the thing that came up the most often, that was people's biggest aha was something that I was kind of confused. I didn't realize that it was going to be even that big of a deal, and it was interesting. So before I share what that is if you know how the Perfect Webinar Framework works that we teach, right? When somebody comes on a webinar, first, we have an introduction. From there we share the origin story about how we discovered our framework, and then we have secret one, two, and three. Secret number one, you teach the strategy behind the framework. Secret number two, you teach the strategy behind the internal false belief they're going to have about the framework. Secret number three, you teach the external, false belief that they may have about their ability to use the framework. And then you transition to the stack and the closes. And that's kind of the Perfect Webinar framework, right? If you don't know how it works, if you go to perfectwebinar.com, seven bucks, you can buy the framework and the training that shows you the process. Or read the Expert Secrets book. I go into excruciating detail in that book, walking through the process as well. And so that's kind of, real quick overview of the framework for those who don't know it. Those who have gone through my stuff, you understand how the framework works. And the biggest takeaway people kept saying was fascinating was after they would introduce the webinar, they transitioned to their origin story. And what people were doing is they were just telling their origin story. Like, here's how I became me. Right? And they're telling their origin story. And even people who had really successful webinars, that's what they were doing. And when I kind of rebroke it down, slide by slide, I showed them that it wasn't just the origin story of themself that they're sharing, yet that's what most people were doing. It's the origin story about how you discovered the framework that you're actually teaching on the webinar. So for example, if you watch the webinar that we used to launch ClickFunnels, the framework that I'm teaching is this framework of funnel hacking, of how we find successful funnels. We look at them and reverse engineer them and we build our own funnels. That's the framework that I'm teaching. And so the framework, the origin story I'm sharing is not the origin story about, you know, how I met my wife or the origin story about how I started the business, that's not the origin story I'm sharing. Yet that seemed like for most of the people who were there, they've been sharing their origin story just about their life. Like, I was born on a cold winter night in blah, blah, you know, whatever, like they're telling their story, as opposed to it's the specific story about your discovery of the framework. Like, how did you actually find that framework? That's the story that's being told. Because when you do that, that then gives people the desire to go deeper on the framework. And so when we were building out everyone's webinar, the very first step we did with everyone is, okay with this webinar, there's a result you are promising. What is the result that everyone's, if they go through this 90 minute presentation with you, what's the result that they should be able to get? And so every business was different. There's some people there in the weight loss market, so I'm going to show you how to get six pack abs, how to make a million bucks or how to speed read, or you know, whatever the person, the result they had. And so it became super clear. What's the result? And the second question was, what are all of the things that people are currently doing to try to get that result? Like if someone's registering for your webinar it's probably not the first time they've like, oh, I want to lose weight. I want to make money. In fact, Kaelin Poulin said that the average woman goes through eight diets a year. So almost every month they're starting a new diet, so when they come and they register for your weight loss webinar this is not the first time. They've tried eight other vehicles this year to try to get that one result. And so that's the key is, first off, what's the big result you're promising? What are the other vehicles people are trying to use right now currently to get that result? And this webinar is about what is the new opportunity? What's the new vehicle that you're trying to show them? And so that first origin story is literally telling your story about how you've tried these other vehicles too. I tried this, I tried this, none of these things worked. And that's when this thing happened. Either I had an epiphany or I had an inspiration from God, or I met somebody and they gave me this nugget, this piece, this thing. And that's how I discovered this framework. And this framework is a new opportunity. It's the vehicle, it's a different way to get that result than all the things you've tried in the past. And this is how I found it and why it worked. So that original story, that first 15 minutes of your presentation is you're telling that story of how you discovered this framework. And that's the thing that gets the desire for them to like, okay, now I want to dive into secret one, secret two, secret three, and moving through the stack and the close and the rest of the presentation. And so again, there are probably four or five other people in the room that, that was their biggest takeaway was I always thought the origin story was just telling my story, but it's not. It's the origin story of how you discovered this framework, this vehicle, whatever you want to call it, the new opportunity that you are using to get someone the result that they've been trying to get through all the other things they've been trying in the past. And when they discover that and they hear your story about how you discovered it, all of a sudden, it's like, oh my gosh, now I get it. Now I got to figure this out because you're right. I've tried all these other vehicles. I've tried all these other ways to lose weight, or to make money or to whatever. So you're sharing those. And then this is the discovery that I found, the new opportunity, the thing that's different. And now they're intrigued, and now they're going to go through the actual teaching part of your presentation. So that's what I wanted to share with you guys is just understanding that the origin story is the origin story of your discovery, of the framework that you're going to be sharing with them during the presentation. And so hopefully that helps. And as you guys are creating your presentations again, anything you're trying to sell. In fact, I learned this originally from Perry who was on a little bit earlier, he said that, I think it was back when he was running Digital Marketer. It was like, they looked at all their old sales videos and their ads and stuff like that and anytime in an ad, they tried to convince somebody of more than one thing, the conversions dropped in like half. If they tried to convince them of two things it dropped like 100%, two to 300%. And so when you're creating your presentation, the only thing you're trying to do is get somebody to believe that this framework you're sharing is the best way for them to get the result that they're trying to get. That's the entire goal of the presentation. And so we understand that it's like, okay, what is the result I'm trying to get somebody? What are the other things they've been trying to get? And then this is the key. This is the framework that's going to get them that result. So that's what I wanted to share with you guys today, as you are crafting your sales presentations, it works for webinars, it works with video sales letters, works for upsell offers, works for your ads, works for everything you're doing, it's like that framework, that concept is the same. Sharing the origin story about how you discovered the actual framework.
36 minutes | Jun 21, 2021
LIVE: My Clubhouse Guests Share Their Biggest Marketing Secret!
On this episode of Marketing Secrets Live, Russell brings on some of his best marketing friends and asked each of them to share their biggest marketing secret! You don’t want to miss out on this valuable info! Register for the next LIVE episode at ClubHouseWithRussell.com Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Coming Soon...
14 minutes | Jun 16, 2021
Obsession With The ACV = 10X Returns
After tons of questions about the difference between a 2 million dollar and a 40 million dollar a year company, now I’m going to show you behind the scenes. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com Also check out marketingsecrets.com/2ccl ---Transcript--- What's up everybody. This is Russell Brunson. Welcome back to the Marketing Secrets podcast. Today's episode I want to talk about obsessing over your average cart value. All right. So I've been having so much fun in business recently. A lot of good things are happening. Things I can't tell you about yet. Things that at funnel hacking live will become apparent. And by January 1st of next year, it will become, you guys will see the future. I've been there. It's amazing and I'm coming back and I'm going to show it to you guys. But anyway, I can't tell you all the details. But I can tell you the things I am obsessing about right now because they're exciting. And one of the questions that I got a lot, there's an episode I did five or six episodes ago where I talked about the difference between a $2 million a year company and a $40 million company. And I just talked about there's two businesses I know of that sell basically the same product. One's doing 2 million bucks a year and one's doing 40. And I talked about just thinking strategically different, but I didn't, excuse me, I didn't give all the details behind it for a couple of reasons. Number one is I'm trying to acquire the $40 million a year company and I'm under all sorts of NDAs and stuff. So I can't talk about it, but after the acquisition is done, I guarantee you I'll be like... Anyway, you know I'm not good at keeping secrets. I'm the worst. This web podcast is called Marketing Secrets. My books are all called... Whatever secrets I got I just give you all the secrets. Somebody asked me, "Russell, can you keep a secret?" I'm like, "No." I've got no ability to keep secrets. I'm just going to write a book about it or do a podcast. Anyway. So don't tell me your secrets, but I'm sure that I will share with you guys more as I'm able to. But anyway, this I can share though, is as I'm watching again, the difference between $2 million offer and a $40 million a year offer is obsession with one thing. Can you guess what it is? I told you the intro. So now you know, it's obsession with your average cart value, the ACV. So what's the average cart value? That is how much money on average a customer gives you when they come into your funnel. Right? So a good example, this is my books, right? So someone buys a book and they may pay $9.95 shipping handling for the hard cover .Com Secrets book, right? So they buy that. But it doesn't mean my average cart value is 10 bucks because from there they can, there's the order form bump and then upsell one, upsell two, there's all, there's the whole process we take people through, right? So as they go through this process, the average person, so for everyone who buys the book let's say we sell a thousand books and some people buy upsell one some buy upsell one and two, everyone's buying different things, but if you do the average of all of them, it means on average how much you make for every book buyer. So a good example is when we first launched the Traffic Secrets book, I remember the average cart value was $70. So for everyone who bought a book, we averaged $70 in collected revenue during the immediate funnel, the point of sale funnel, right? It's not talking about over the next 30 days, 60 days, 90 days. Because there's lifetime value customer there's always other metrics we look at, but for average cart value is how much money they make immediately, point of sale, while they're hanging out with you. Right? And so that's the number. Now we launched the book Funnel, obviously when you first launch it, it's like your most excited audience, right? Like all you guys were probably like, "I'm going to buy Russell's book." And you're like, "I'm going to buy all the upsells." And you did and I'm grateful for that. But the average cart value was amazing, it was like 70 bucks a book. And over time as you go to colder traffic, that'll usually taper down and maybe it ends at 35, 40 bucks average cart value. Right? But knowing that, "Hey, I can spend 40 bucks to sell a book and I'm still profitable." That's a big deal. Right? That's the reason why we're able to sell so many books is because I can spend $40 to sell a free book, whereas everyone else in the publishing world they're selling them on Amazon for 20 bucks, they can spend 20 bucks maybe, and that's about it. So I can spend twice as much to acquire a customer or more because I control the cart. Plus, again, after the cart's done, then there's the email sequence, all these other things that we monetize and so that customer becomes a lot more, worth a lot more to us over time. But the average cart value is the key, right? Especially in this game, there are obviously companies we compete against who have outside investors and funding and they'll go six. They'll go negative. So they'll spend $200 or a thousand dollars to get a customer and it takes them six months to get their money back. But for me, and for you guys who are Smart Funnel hackers, who understand this game, for the most part you should be able to break even in real time. Right? So you should, when you spend a hundred dollars on ads, you should make a hundred dollars, worst case scenario, right? Just because that's, we're, we all should be. The amateurs in this Funnel Hacker world, we should be better than the majority of businesses. Right? You should be able to break even at point of sale. And so that's the first thing, right? That's how we're able to grow with scale these businesses is that we could spend $40 to sell a free book and we still break even. And now everything on the backside of that is gravy. So hopefully that makes sense because I'm going to go a little deeper here now, but that's the first part. And I'm sorry, there's so many, I know for some of you guys who've been around me for a long time and you're like "Yeah, that's a no brainer." For somebody who's maybe newer, who might be like, "I don't understand how this works. I thought that was my business was my funnel?" And it's like, "Yeah, but that's the first funnel, right?" One of my first mentors, actually the first seminar I ever went to, I heard Mike Limon say, he said, "Amateurs focus on the front end." And I didn't know what he meant for years, but I was trying to, I was trying to make money on my front end funnel and what he was saying at the time, I remember he was saying he was spending $30 to give away a free DVD. And I was like, "How are you doing that?" But I didn't realize that people gave away the free DVD. They called him on the phone two weeks later, he sold them a 5,000 coaching package and he had this whole business model. And so he's able to go in the hole because he knew that 30 days later he was going to make money. Right? And so that's, amateurs folks on the front end we're Funnel Hackers, we're not amateurs. We're the ones who understand this game and so we can make really good funnels that are profit on front end and then we've got the backend on top of it. So that's why we're able to grow companies so quickly. Right? So anyway, I digress. The thing I want to ask you guys about today is obsession over average cart value. So what I typically do, and this is my bad habit is we get together, we launched the funnel, then at launch time we're split testing, we're tweaking, we're testing, we're trying to get the average cart value as high as we can. And then after two or three weeks, Russell gets bored, he goes on to the next offer and he leaves. Okay? And my friend, who we're purchasing his company that did $40 million in sales last year, I've watched him, he's got, I don't know, four or five little front end funnels that he focuses on. Actually for him, he doesn't have a back end, which is why we're acquiring them because ClickFunnels would be perfect backend, right? But he's making all his money just off the front end funnels. But his obsession is with the average cart value, right? How much can you make for every person that comes through the funnel? And right now, just to put it in perspective, I can't remember exact numbers, but his average cart value is something like $160. So it makes it $160 every single person who buys his front end thing, which is insane. It means he can spend $160 to sell one of his things, and it's things not a free plus shipping. There's, there's a cost in it and I'm not going to tell you the pricing yet, because I can't, but it's crazy. And as I've been talking to him, as we've been doing this negotiation and buying it, purchasing the company, he'll send me messages about things he's testing and he's still the same offer he's been writing for five or six years now, it's killing it. That I might, I'd be like, there's no way to make this better. He's like, "Show me the things they're doing." And they're not like, a lot of us do split test. Right? I try this headline versus headline this versus this. And that's great, but he's not just doing that. He's been testing so much at such a deep level, he's doing these big radical shifts, right? You show me this process of where when somebody comes in after X amount of seconds this thing pops up and then for a coupon they email in. And then he sends out this email sequence and he's split testing two or three different email sequences, see which one gets the highest take rate and on and on, on. All these things, you know? And that's his obsession, is this deep dive on average cart value, making it better and better and better, you know? And when he got this focus on funnels initially, the average cart value was $60 bucks. Right? Which is good. I would have been celebrating "Ooh, 60 bucks. Good to go." I think that would have been a break even at that point because they're spending about 60 bucks to break even but then he's obsessed with. Like, "Okay, we need another upsell. What's the down sell? How do we change this? How do we change this? How to tweak this? What's the email sequence? What's the post, the pre, the landing page? What are the, like he geeks out on all these pieces at such a deep level. I started realizing that that's my, one of my biggest problems on my side, is that I do some testing up front, it's good enough, we run it and then our ad team run it, and then it runs till it's not profitable anymore and then we pause it and come back three months later and try to run it again. Right? Whereas he just keeps going deeper and deeper and deeper. And so on my side, we started building out a team specifically just to do this. He's in of my sites inspired me, "Okay, if I'm making $40 average cart value in a book, what would the metrics look like if I get to $80? If I get to $80 average cart value that changes everything, right?" It's not a little tweak, I could spend an $80 to give away a free book. The metrics on that are insane. Right now I can sell millions of copies of book versus right now we're selling hundreds of thousands of copies of the book. Right? But it's that. But I had to figure that out. So I don't know how to do it yet, but it becomes the obsession. Right? I did a clubhouse, which is probably going to be on this podcast soon. I did a marketing CS podcasts or clubhouse and on that I asked people their biggest marketing secret and Perry Belcher dropped this bomb. You may have heard this, but he said the biggest thing he found, the biggest marketing secrets he has are now are adding premiums to things. And he specifically said that when Ryan Deiss launched his book, he was getting 3% conversion rate, and so he added a t-shirt with it. Now that adds premium and went from a 3% conversion to 11%. And he didn't talk about average cart value but come on now, you get three times as many customers to buy for the exact same ad spend? Your cart value could three X, right? You can go from a $40 average cart value to a $120 by adding a t-shirt to go with your free thing. Or something crazy like adding a premium. So I don't know if that's going to work or not. I have no idea, but guess what we're testing this week? We're going to test you buy a dotcom secrets book you get an I Build Funnels t-shirt right? Let's see how that works. Because if that increases cart value by whatever, that's insane, right? The three X of my cart value, now I can spend three times more money to get customers. And then he talks about, he was doing premiums not on the front end, but on the upsells and the down sells and things like that as well. It's like, what are the premiums that can be added that make people more likely to take the offers, which increases the average cart value?What's the email sequences, what's the actual offer? Could we make the offer better to offer to be more expensive? Does it need to be less expensive? There's just a million things you could test. But most of us are like, "Okay, I tested headline A, headline B and that's it. Right? Or we don't test at all but it's like, man, after you have a funnel that works, like my buddy here, he spends obsessively for four or five years now the same product that another one of my really, really good marketing friends does 2 million bucks a year on, he's doing 40, and the difference is obsession with cart value. Because he can outspend everybody else, 10 to one. Right? And so that's the question for you is how can you obsess about your average cart value? What things can you do? Can you build a team or a process? I used to have a mantra in our company back in the day, it was when Todd was not developing ClickFunnels for full-time, but he was doing more stuff on the marketing, he would come up with split test ideas and we tried to compete against each other all the time. It was really fun. And so our mantra at the time was like, how do we give ourselves a raise every day? And it's like, well, the way we do it is by split testing, right. Let's test this versus this versus this and keep testing different things. And we have a winner, right? You add a t-shirt premium offer let's say to your book funnel and all of a sudden it goes from a 3% to 11%, you just 30 x your money or more, that's, you just gave yourself a raise today. Right? So that was always the question is how do you give yourself a raise today? How do we give ourselves a raise today? What's the next thing? What's an idea? What could we do to drive the needle, make those changes. And so for you, that's what I want to post this in your mind, right? After you have a funnel that works, instead of doing what I do, moving on to the next funnel, or focusing on something different, come back and say, "Okay, here's my cart value. Every single day how do I increase the cart value? What can I do today? What can I trust today? What can I try today? What else can I do? How do I shift the offer? How do I position it from... What can I do to it to increase that cart value? And the more you start thinking about it, the more ideas will come, the more bigger highs you have, all these things we'll tweak and change based on that. So anyway, that's what I want to encourage us to do, is starting to obsess with the average cart value. ACV, average cart value, how much do you make for each customer that comes into your world? All right. With that said, I'm going to end this podcast because I'm getting into traffic and I don't want to wreck. So there you go. Anyway, I appreciate you guys listening. Hopefully you got some value from this episode and hopefully it starts a new obsession for you on the thing that could take your funnel from a $2 million a year to a $40 million a year thing. Obsession with the average cart value. Thanks again guys. And I'll talk to you soon.
13 minutes | Jun 14, 2021
Listen, Do, Succeed (Revisited!)
Enjoy this replay of a special episode from a few years ago. Russell breaks down this simple 3 step system on how to be coachable. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- What’s up everybody, this is Russell Brunson. Welcome back to the Marketing Secrets podcast. Hey everyone, I’m really excited, I know I’m always excited, but today I’m especially excited because yesterday I hired a new coach. If you’ve been listening to the podcast for 5 years like you should have been, I’ve talked about this before in the past. But I’m a big, big, big, big believer in coaching. When I was wrestling I always had a coach, I usually had 3 or 4 coaches. I had a freestyle coach, Greco coach, nutrition coach, strength training coach. But sometimes we get in business and we’re like, “Oh we’re so smart, we don’t need coaches.” And no, you’re wrong. In fact, it’s kind of funny because a lot of people I know who are really successful in this business for a long time who no longer are, they’re like the last people to go and get coaching. It blows my mind, because they think they know how to do it all. I’m kind of at the top of my game right now, I don’t know, maybe it’ll go higher, but I definitely think I’m 9 ½ minutes into my 10 minutes of fame, what it is 15 minutes of fame, 14 ½ minutes in. So who knows when this whole thing will go down, but for me I’m at the peak of where I’ve ever wanted or dreamt of being. I’m still trying to find coaches to coach me in different areas of my life and different aspects and different things. I’ve had health coaches, business coaches, all sorts of stuff. Yesterday, actually two days ago I was listening to a podcast, actually the Freedom Fast Lane podcast by Ryan Moran, and he was doing a call with this dude, and the guy coached him through this thing on the podcast. I was like, that was insane. I said out loud that I want that guy to do that thing for me every Monday morning to keep me focused on what I’m doing. And I’m not going to tell you his name, not because I wouldn’t share, but because I don’t want all you guys trying to hire him, because that’s not his core business. But anyway, the next day I messaged Ryan I was like, “Dude, I need this guys info.” And he’s like, “Oh.” And then I messaged 50 other ways and finally Dave got a hold of him and two hours later I was on a call with him. During this call he literally did a laser coaching thing with me and I was like, “This is so awesome. I want this every week.” And it’s kind of funny, this isn’t his full time gig, doing coaching like that. He’s like, “Well, where do you want to go?” I’m like, “I want to write you a big check for money and then you do this every Monday morning for me.” And he’s like, “Okay.” So I did, I wrote him a check. And now next Monday I have my first actual thing and it’s so exciting. I’ve had different coaches in my life. I have a coach every Tuesday morning I meet with more on like, it’s Tara Williams, who is an energy coach, but it kind of goes in different directions, from spiritual to physical to mental to business to relationships, all over the place. So that’s one that touches on different areas of my life, but this is very specific on focus and intent and I’m so excited. I’m excited for that. I wish you guys could see how I was jumping around, crazy. I was so excited to give someone money to be able to coach me. Because it gets hard, the different levels you get to, it’s harder to find a coach who’s there, who can take you through a different aspect, so it’s just exciting for me. I’m so excited. In fact, that’s why as a coach, I obviously coach a lot of entrepreneurs, I don’t want my students or friends, whatever you want to call them. I want to keep progressing myself so that they keep having something to tap into, if that makes sense. I’ve had a lot of coaches throughout the years, that I came in and really quickly we met and then surpassed and I’m like, I can’t get stuff out of it. I don’t want my people ever feeling that way. That’s why I’m always pushing myself, pushing myself, pushing myself just so that I’m always as sharp as possible so I can keep serving and giving and coaching. But anyway, I’m just excited and what’s interesting, and this is the point of the podcast, not that you guys care that I hired a coach. But more so it’s because at the last Inner Circle meeting last week, we had 4 days of Inner Circle and I got 4 days next week too, I’m so excited. But what’s interesting, I watched a pattern. It was such an interesting pattern. First off, people in the inner circle are people who, they hear what I say, they do it and then they succeed. It’s really interesting. They hear what I say, they do it, and then they have success. Hear, do succeed. Hear, do, succeed. When I was wrestling, I remember one of my coaches telling me, “You’re one of the most coachable people I’ve ever had.” I said, “What do you mean?” “Well you hear what I say and then you go and do it. I literally between matches will show you your level was too high. You need to lower your levels, be moving more. Next match you’re doing that. Most people I tell them that over and over and it takes weeks or months or years to even attempt it. I tell you something and you just do it.” And I’m like, “Yeah, isn’t that how it should work?” You hear someone you trust, that you hired, that you are paying to be a coach, someone who is your coach, you hear them, you then do that thing, and you make money. Or you hear that thing, do it and then wrestle better. That’s the process. So the key first off, you gotta tap into somebody that you trust. Someone who you know is not going to lead you astray, someone who knows more than you do. So when you hear them, you’re not second guessing should I do that, should I not? You gotta pick the mentor that you have 100% faith and trust in. It could be me, someone else, I don’t care, just pick somebody where you’re like, I have absolute faith in that person’s opinion. Therefore I will do whatever they say. I will hear and then I will do and then I’ll have success. But what’s interesting is during this whole inner circle, again, I’m watching and most of these people, that’s who they are. They hear, they do, they succeed. That’s why there are able to afford 25 grand to come hang out with us a couple of times a year. That’s why they’re having success. But as I was watching, not all of them, but probably 60% of our inner circle members are also coaches in different markets, different industries, things like that. And what’s interesting is almost all of them said “I’ve got these students and they just hear what I say and do it and they have success. But I’ve got all these other ones who don’t.” And I was like, it’s so fascinating to me that people that have success what do they do. They heard, they did, they had success. The one’s who didn’t, they heard, they questioned, they thought about it, they flip flopped, they over analyzed, they studied something else, they did this, they….they get stuck in this thing in the middle that they don’t really hear. And it’s just so fascinating for me. Yesterday when I heard, two days ago when I heard that podcast and the second I heard it I was like, “I heard it, now I’m going to go do so I can be successful.” How am I going to do it? I know I’m going to forget or it’s going to be hard so I’m going to pay someone so I can do it. So I heard, did, boom now I guarantee you guys will see in the next 6 months, the changes in my company and hopefully in me personally because of this coaching. Again, I could have heard the podcast and thought about it and tried things, but no I heard it, I’m going to go do it and then I’m going to be successful. So if anything you get from this, there is a pattern of people who are successful in all areas of life. The pattern is number one, they find the mentor, the person, the coach, whatever they believe to get them where they are, and then they put on blinders. They hear, they do, they succeed. Hear, do, succeed. Hear, do, succeed. That’s it. And if you’re not successful, something happened. Number one you picked the wrong mentor, so you picked someone you’re not really trusting or they have bad advice, bad strategy whatever. So if that’s the case, pick somebody that has the right strategy that you trust. That’s number one, so you do it. Number two, you have to listen to them. Now listening, I said this to one of my friends one time. There’s two types of listeners in the world, those who listen and those who wait to be heard. And a lot of you guys are hearing stuff, but you’re waiting to be…..You’re trying to inject this thing in the middle, and I don’t want you guys being the people who are waiting to be heard. You are hiring a coach so you can listen. So stop, get the right person with the right strategy, pay them whatever it takes, then listen. Listen. Even if you think you know a better way, you read a blog post or a book or someone who has a different…it doesn’t matter. There’s a million ways to skin a cat. Pick a strategy from a person and then listen to what they say, and then whatever they say, do it. That’s it, just do it. And then what will happen? You will have success. Listen, do, succeed. Listen, do, succeed. It’s a pretty simple strategy. It’s somewhere between the listening and the succeeding we get caught up trying to think or over analyze or whatever it is. In fact, it’s interesting, people that are really good at school typically, the reason I think they don’t succeed in this kind of world is because they listen and they analyze and think….it’s good to think for yourself, but you’re hiring someone who already thought through these things for you. Like this dude yesterday, I don’t know, I’m guessing he was surprised at how he said something and I’m like, “Okay, I’m doing it. Done.” I listen, I heard, I did. I’m not like, “Well, my company is bigger than yours and I did this…” or whatever. No, I listen, I do, I succeed. I trusted him enough to give him money, therefore I’m trusting his strategy with 100% certainty that this is the way. Otherwise, I wouldn’t have picked him, I wouldn’t have paid him, I wouldn’t have whatever. I chose that person, therefore I will listen with 100%, I have 100% certainty that everything he says is going to be truth, therefore I will listen, I will do and I will succeed. So this message is mostly for those of you guys who are struggling. My guess is that somewhere between this little chain that you’re missing. You picked the wrong person to tap into a strategy. But if you’re listening to this, you’re listening to me, so obviously you picked the right thing. So you got the right strategy to listen, do, and succeed. Boom, that’s it. I look at Brandon and Kaelin, literally Brandon and Kaelin come to every event, they’re at everything we do. They listen to every podcast, they’re probably listening to this right now smiling and saying, “Russell keeps dropping our name again.” They listen to everything. They picked somebody they trusted, they listen, and they do. I will literally be onstage at an event talking about a concept and I get off stage, and Brandon’s like, “hey that thing you just said, I just launched it.” I’m like, “What?” He’s like, “yeah, While you were talking I did it.” He’s listening, he did it, he’ll succeed. That’s why their company is going….. Everyone else in the room is sitting there listening, listening, taking notes, thinking about how cool it would be, and then they hang out in networking and they’re talking and….No, Brandon is there listening, doing and that’s why they’re so successful. So for you, look at that chain, there’s four elements. Pick the right mentor with the strategy and have absolute certainty in what they say, listen to what they’re saying, again listen, not waiting to be heard. Listen, then do it. Whatever they say, don’t even… Just do it. Just jump off the cliff. I trusted this person, therefore I will jump off the cliff if they tell me to. Just do it. And then get success. That’s it. That’s it, it is really that easy. So easy. It’s insanely easy. I don’t know why we keep complicating this. So don’t complicate it. If you do this thing and don’t have success, there’s somewhere in here, either you didn’t hear it right, or you didn’t do it right, or you picked the wrong strategy. If you get the right strategy up front, you listen and you do, then you’ll have success. It’s inevitable. You can’t not succeed. So there you go guys, I hope that helps. It should help you, but it should also help the people you’re coaching. It should help, so many ways. Understand that guys, that’s the key. So, I appreciate you all for listening and subscribing to the podcast. If you’re not subscribed yet, go to iTunes.com and subscribe or I guess marketingsecrets.com there’s a link to the iTunes, that might be easier. And then please rate, review, let us know, share this, if you got any benefit from this. Appreciate you all, thanks so much for everything and I will talk you all again soon. Bye everybody.
48 minutes | Jun 9, 2021
The Roundtable of World Changers (Part 4 of 4)
The roundtable interview with Matt and Caleb Maddix and a small group of people who are trying to change the world. Enjoy the final section of this special 4 part episode series. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Coming Soon...
44 minutes | Jun 7, 2021
The Roundtable of World Changers (Part 3 of 4)
The roundtable interview with Matt and Caleb Maddix and a small group of people who are trying to change the world. Enjoy part three of this special 4 part episode series. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Coming Soon...
51 minutes | Jun 2, 2021
The Roundtable of World Changers (Part 2 of 4)
The roundtable interview with Matt and Caleb Maddix and a small group of people who are trying to change the world. Enjoy part two of this special 4 part episode series. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Coming Soon...
49 minutes | May 31, 2021
The Roundtable of World Changers (Part 1 of 4)
The roundtable interview with Matt and Caleb Maddix and a small group of people who are trying to change the world. Enjoy part one of this special 4 part episode series. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Coming Soon...
44 minutes | May 26, 2021
LIVE Q&A: The Real Secret Behind The Value Ladder (Part 2)
Register for the next LIVE episode at ClubHouseWithRussell.com Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Russell Brunson: Hey, what's up everybody. It's Russell. Welcome back. I hope you liked the last episode. What you think about a live version of the marketing secret show? Anyway I hope you guys enjoyed it. First off, I think it brings a different energy level. When I know it's live, I got to show off to all the people I get to see their faces. It's hopefully you guys enjoyed that part of it. And hopefully, went to clubhousewithrussell.com and when registered so that you, that way, when we do the next live podcast, you can be on it. So that's the first thing. And then number two is, this episode we're actually going to share the Q and A's, there's about 40 minutes of Q and A with people who were there. And so in the future, if you want me to answer your questions, like, come on the show, go to the clubhouse with russell.com register, show up on the show, and then I'll talk about a concept and then we'll open the lines for Q and A. And you see some people got hot seats coaching sessions during this Q and A, which is really fun. But I think the reason I want to share these with you here, because I think most of the conversations that happened, there's something that each of you could learn from those conversations. So I hope you enjoy it. And again, if you do, make sure again, go to clubhousewithrussel.com and register, and that way you can potentially be on our next live show and get your questions answered. So with that said, theme song, we come back, you guys will have a chance to do the Q and A, for part two from our last episode, which we talked about the real secret behind the value ladder, and you hear everybody's questions and hopefully we get some gold for you in the conversations. With that said, queue up the theme song, and we'll see you guys soon. I don't normally do a lot of Q and A cause I just always get nervous that someone's going to ask me one of those questions. And so, but we're going to do it. Yhennifer, is going to help me out here. We're going to bring some of you guys up to stage. So if you've actually... Yhennifer, what's the process, they want to ask a question to come stage, they have feedback, or they want to talk about their value ladder or whatever, what's the process? How do we play this game? Yhennifer: Yeah. So let's do this. So this is the process guys. There is the little hand in the bottom. I see it going up the numbers. So make sure that if you want to ask a question or add on to this conversation and bring some value, you can actually raise your hand. We'll start bringing up five people at a time, and then we will let you ask your questions. So make sure that you also invite some new people, right? We can still invite people as we're here on this call. Everybody will get a chance to listen in this awesome value. And then one more thing I want to share before we bring people up, is that a reminder that this is being recorded, so this conversation is going to be recorded and let's see, we're going to bring up a few people as you come on here, please mute yourself. And we'll unmute you one at a time, that way there is no static in the background. Yhennifer: Okay. All right. We got a few people that we invited on this stage. So we'll start with the first one, Stacy. Stacy is a health coach Institute founding partner, bootstrap from startup to 270 amazing team members. So welcome Stacy to the call. We're so excited to have you here. What question do you have for Russell? Stacy: Hi Russell. Russell: Hi Stacy? Stacy: I haven't followed you in a long, long time so I'm excited to finally get to talk to you. Russell: Oh, really good. Stacy: My question is when you are first introducing someone into your ecosystem and you have this product suite, do you have a value ladder that you present at the beginning? So just real quick, ours is, we have a call center, so we're doing cold traffic to a call center basically. I mean, we have a Funnel in all of that, but just in the beginning, people seem surprised that we're a school. So they take the initial program and that there'll be graduate programs on non and ours are all pretty high ticket offers. We're not doing $27. Our first program is like $5,000, but still we want them to be able to ascend. And so do you have an Ascension map and saying, "Hey, you're going to be here for the long term. Here's what it looks like." Russell: Yeah, definitely. Stacy: That makes sense question. Russell: Good question. So a couple of things. So I'm going to answer two folks. One of them answers your question. One will answer probably people whose businesses may not have started at 5,000. So I'll kind of answer both ways and then we can go deeper. But so in our world we have so many front end offers because I love creating front end offers. And so we're driving traffic to front end offers plus the events all over the place. And so what happens to someone, they couldn't click on an ad and they made the first thing they see is just our events or a high-end coaching, excuse me, or something like that. So whenever they do that, it goes through that initial sequence of three or four emails that are tied to that Funnel. And then they're done, it drops them into a followup Funnel that starts at the very beginning of our value ladder. And so it's a 60 email sequence that I wrote that I sat down and said, "Okay. If my mom was to come into my world, she doesn't want a Funnel. Is she barely knows an Instagram is, what would be the process? How would I grab her hand and take her through this process? What would it look like?" And so the first thing I would do is I would show her this video on YouTube that I did that actually explains this concept. Then number two, I would show her my book. Number three, I would have listen to these three podcasts episodes. Number four... And I sat down and mapped that out, where I would take my mom if she was coming into my world for the very first time. And so we wrote that out and it took a long time. It was kind of a pain, but it was worth it. We wrote a six email sequence that takes them through all of the Funnels and the videos and the podcast things in order that I think is the best strategic order. So I'm go through them and a rolled those out put them in a sequence. And now everyone joins my world. They may get like one or two emails about whatever the thing is that they registered for. And it was done. It drops into that sequence and it takes them through the path that slowly sends them through all the core offers and training and everything we have a in the most strategic order. So that's kind of the first half of it. The second side, I think you were more talking about is when someone comes in and they pay 5,000 and you have this Ascension yeah, for me, I used to have multiple high-end coaching programs until a year and a half ago, or maybe two years ago, we took down the Inner Circle, but at Funnel Hacking Live, we're kind of reopening three programs. We have our two Common Club X our Inner Circle in our category Kings. And inside of that, everyone's going to know that like, here's the Ascension, right? If you're a zero to a million dollars before you got a two comma club award, this is where you live, you live in two comma club X until you've gotten that. And you've earned it, now you move up to Inner Circle. And the Inner Circles from a million to 10 million, that's where you live to get 10 million. And from there, you send up to a category King and so they see that and it's in front of them. And the more you talk about it, the more you mentioned it, the more people naturally want to send up. In fact, when I launched my Inner Circle, most of the marketing happened on my podcast. I would just talk about my Inner Circle members all the time. And people start messaging me. Like, "I just want to be in the inner circle so bad." And they kept seeing that that was the essential naturally wanted to go. And so I just talked about all the time. I put those people on my stages. I told stories about them and the books I told about them. And I was always just talking about my Inner Circle members. And naturally, people keep seeing that. And they certain wanting to, this is what I want to go. This is the path. This is the journey I want to go on. And so, anyway, I don't know if that answers your question, but that's kind of how we structure it for people to be able to see. Stacy: You did. You just totally sparked something for me that I wasn't thinking about before. Thank you so much. Russell: Sweet. Well, great to meet you officially. Thanks for hanging out. Yhennifer: Thank you Stacy for being here. Awesome. So now we're going to move on to Ryan Peterson. So Ryan is a digital marketing strategist, voice of the Entrepreneur Secrets Podcast and holds up the one percent summit. Welcome Ryan. Ryan Peterson: Hey, I'm glad to be here. Thanks for having me up. Yeah. Russell, my question which is people who are starting out start on their value ladder. I mean, mapping it out is one thing, but where should I really focus my efforts and energy to get the most value, I guess for myself? Russell: So wait, say that again, your phone broke up a little bit. So you're saying you have your value out, you mapped it out. Where should you be focusing on? Is that what you said? Ryan Peterson: Yes. Exactly. Like what stage of the value ladder should I be focusing on? Russell: So show me where your business is right now. How much do you have built out? Where's it at right now? Ryan Peterson: Yeah, so right now, I have a podcast that is been a little difficult to going to create content daily and whatnot with had a baby recently in any way. And then I had a summit that I launched was a lot of fun and what I realized I don't have a next stage of my value ladder built out yet. And sitting back and thinking about it. I figured I should have thought out kind of the more pillars of my value ladder before I really start on the front end. And I'm assuming I was probably premature in building out the beginning of my value ladder without something more valuable towards the end, if that makes sense. Russell: Got you. I know where that's coming from. So I'd say a couple of things. I do think it's important people to start publishing and doing a summit or something initially, just because it gets momentum, gets you talking to people, finding your voice, like in our coaching programs, we start with that. But then the next thing is, you're saying, where do I make money, right? Where should I focus at? And so it's funny because when I first, this is like always been my biggest fear with talking about a value ladder is, if I can remember when I wrote the Dotcom Secrets Book, my first group of people that came into coaching afterwards was like, "Okay, Russell. So first I'm going to write my book, then I'm going to do my thing. And when they had the whole value ladder and all the stuff they were going to do." And I was like, "Wait, what?" The book is the hardest thing ever. Took me a decade to write a book. Don't start there. That was the biggest thing. Or they were trying to get all the things in place before the launch, any of it. And I'm a big believer nowadays. I try to guide as many people as possible. It's like, "Start at the very beginning." Where if you're doing a summit, doing podcasts, whatever, just to get the motion, getting into momentum. And then for me, the thing that I think is the best and just can be different for everybody. But for me, it's doing something about the thousand dollar price point and doing a webinar for it, right? Because I obviously love webinars, but that's where I focus at. Or if... I guess partially depends on the skill set of the entrepreneur, right? If you think you can be good at a webinar, that's where I would lead as my first big thing that I'm going to be spending a lot of money on, driving traffic and stuff like that. Some people are better on phone, right? If that's the case, I've started the higher ticket offer. Some people are horrible on the phone, horrible presenters, if so, I would do more of a traditional sales Funnel, where it's more written copy and stuff like that, kind of depending on your skill set, but I would definitely be picking one of those. I don't think you did out of order. I think the order's correct. I think it's starting publishing, is doing a summit because the summit introduced you as your dream 100, you get to know people, you start building a little bit of list. And now with that list, now you're able to go back and say, "Okay. Hey guys, my webinars starting come registered for my webinar. You have a chance to test it against traffic who knows who you are." And the second phase is, "Okay, here's all the people I interviewed in my summit. Now it's dream 100. Now, let's do a promotion to each of their lists, promoting the webinar, right?" And then that starts getting webinars better and cleaner and more efficient. And then the third step now is like, "Okay, I promote to my list. I promoted my dream one hundreds of lists. Now I'm going to go out and start buying Facebook ads or buying traffic to push people to the webinar." That's literally how we launched Clickfunnels. It was exactly that, right? I spent a lot of time building relationships with people through summits and other things. And then when Clickfunnels launched, we did a big webinar to our own list, made a bunch of money, which our dream 100 list made a bunch of money. And it wasn't till, I think we were probably year, year and a half into Clickfunnels before we ever bought our first ad. And before that it was all just focusing on those relationships we built through our own efforts. And so I think I would probably recommend something similar for you as you've done the first two steps. If you've done a summit, you got some relationships now, now it's like, okay, go and build your webinar or whatever the bigger one is. And now you can leverage your list and your relationships to launch it. And then from there you start transitioning to paid ads. Does that make sense? Ryan Peterson: Yes, that makes a lot of sense. Thank you so much. That was invaluable. Russell: Very cool. No worries. Thanks for hanging out. Yhennifer: Awesome Ryan, thank you for being here. Now, we're going to bring up Mark. Mark helps real estate agents and teams to automate processes using workflows to scale their businesses while protecting their families time. Mark, what is your question? Welcome to the call today. Mark: Well, first off I just wanted to say thank you, thank you, thank you, Russell, for what you have done. Honestly, I am the product of the value ladder. I had zero comprehension of what you do and have done all these years until November. And I've spent the last 30 years developing software for real estate agents using what we call workflows and it's different than Funnels and stuff like that, but it has some similar. Not sure where I needed to go. And whenever I saw, I forget what it was that actually started at first, there was some kind of free thing that you had. Then I got the three books. I read through the three books. I did the one Funnel away challenge twice. We've already signed up for Funnel Hacking Live. I want to be on the two comma club by September, if not, I mean, it will be September of next year whenever you have it. But the whole idea of the frameworks that you brought to me, I just want to say thank you. Russell: That's awesome. Mark: It's just been amazing what it has spurred in my mind because of what you have taught, not only the free stuff but even the low level price stuff. I mean, just amazing. So I would love to buy you a dinner sometime and just take your brain. I know everybody else does too, but golly, you do not know what you have done to touch my life in the lives of my family. So just want to say thank you. Russell: That's amazing. I like you for that. I appreciate that. We've got a shot. If you would ask me a question to pick my brain right now, we got a moment. Mark: Well, you start talking about the frameworks and stuff, that was my biggest aha, was the frameworks, was the four core pieces of, four core strategies and I've come up with details and stuff. And right now it's just content. I'm just trying to build the content. And I am failing in providing that on a regular basis, but I'm in the muck of building other content. And I started the idea of building a book. And then you made some kind of comment in a previous thing. It's like, put that off until later. It's like, okay, I'll put that off the later. But I am building kind of the topics of that and that'll come eventually, but man, it's just like a light bulb went off and my energy has just gone through the roof. My wife is saying, who is this guy? Russell Brunson, because he has changed my husband. And it's just been amazing. So that's all I wanted to say. Which is thank you. Yhennifer: Okay. Russell: Thank you, man. I feel great. Thank you. Yhennifer: Russell, this is the part where you put the mic drop, you do the thing in the background. Russell: There we go. I appreciate it. Yhennifer: Thank you, Mark for being here. We appreciate you so much and see you at Funnel Hacking Live. Awesome. Russell: Absolutely. Yhennifer: Now, yeah, we're going to bring on Ms Bates. She is a certified life coach. Best-Selling author. Master EFT practitioner. Welcome today to this call. Let us know what you have for Russell. Any questions? Welcome. Ms Bates: Well, thank you. So Russell, I love you. I know it's a crazy way to start but, I just do. Oh my God. Yhennifer: That got real weird, real fast. Ms Bates: I know. It's just amazing. You have been such an inspiration to me. I'm a solopreneur and I'm just so grateful for everything that you've done and that you put out. Russell: Oh, thank you. I appreciate that. Ms Bates: So here's my question. I'm a solopreneur and I've been working on different lead magnets. I've been testing different things like meditations or like do's and don'ts lists. But my question is once someone is in that Funnel, right, they go through that. My desire is to have them come to me for one-on-one coaching and then to put them into a group coaching program. And I'm wondering what the length of my email sequence should be. Russell: Got you. So walk me through what it looks like right now. So they come through a lead magnet and from there you're selling them into a high end thing. Is that right? That's the first thing? Ms Bates: Right. Russell: And what's the price point of the higher end thing? Ms Bates: The price point of the high end thing. It's a six months, $6,000. So if that is something that's out of their price range, then I down sell them into a group. Russell: Got you. And then what's the price on the group? Ms Bates: And the price on the group is 199 a month or 1997 for the year. Russell: Very cool. Do more people want to do the one-on-one work with you or the more do the group or is it kind of a just... Ms Bates: More people want to do the one-on-one work with me. I'm starting to try to move away because what I'm looking to do is scale, right? Which of course my time I can do more with a group than I can with the with the one-on-ones. So that's, I'm just trying to figure out how long I should be nurturing them? Russell: Yeah. The reality is especially those are the two core things you're selling. It's not so much how long do I do it for, it's part of everything you're doing right? It becomes part of your communication. You should be talking about it at everything. Do you know what I mean? For a long.. So it's not just like a 10 day or 30 day email sequence or whatever. It should be weaved into everything you're doing. So every communication, every email, every podcast, everything you're doing is always talking about these things and the people you have a chance to work with. I'd almost flip it around because you're going six... Are all the sales happening on the phone right now, or people buying just organically yet? Ms Bates: Nope. They're all happening on the phone. So it's all me like I'm doing the sales call, I'm doing everything. Russell: Is it what you got? Or do you like it? Ms Bates: I'm kind of falling in love with the sales part of it. So I want to get good at that before I outsource that. Russell: Yeah. Because I would almost flip it around a little bit where let's say, because you're saying you're into EFT as well, right? Is that what the coaching is based on that or something different? Ms Bates: Yeah, it primarily is based on that. Russell: Oh, very cool. So if I was doing it, I would make friends that are tied to specific things, right? Because I'm assuming you're doing tapping for, like you focusing on anything or is it like just kind of tapping as a whole? Ms Bates: Yeah. So for whatever reason, my focus has lately been it's multilevel marketing that are in the mid tier and they're having blocks getting to their next level. And so trauma resilience is a part of my passion and I know that those kinds of blocks show up for people. So I help people power through that and then get to the next level. Russell: Very cool. So I'd almost have something where the front end is tapping for trauma or for whatever it is, like something that comes in there. And then the first thing I would try to sell them is the $200 a month program. It's similar to that. I think that's if going to Annie Grace, she's the alcohol experiment. If you look at her model kind of Funnel hacker, that's what she's doing. She has a webinar right now that sells I think it's the same price 200 bucks a month. Or they can buy a year for, what is that? I think a year for 1997 for two grand, basically I believe is what her model is and that's where everyone goes through initially. She's not talking to those people, it's all being sold through a webinar and then after they've gone through like an hour long webinar, some signups some didn't. But then from there, the next part of the sequence is like, "Hey, if you're interested getting one-on-one help with me, go fill out the application here." And what'll happen is a couple of things, is it you'll start making money on a whole bunch of people you never talked to, which is nice, right? That's the first step. And the second step is that then when you start getting people on the phone, those people are going to be way easier to close because they sat through a 90 minute webinar with you. They’ve seen the value in those kinds of things. The craziest thing is when we... So I had my first big coaching program, my Inner Circle I ran that and it was a lot of work we had, I don't know, 20 or 30 people in it at a time. And then that's about time to Clickfunnels' launch. Clickfunnels launched. And it was a 90 minute webinars selling a thousand dollar product. And we started doing that like crazy. And then what was insane is that somebody will watch the 90 minute webinar side of Clickfunnels, found my coaching page on the thank you page and start applying. And my program went from 30 people to a hundred people in like two months. Like it was just caught on fire because the sales calls now easy. They're like, "We just watched Russell those 90 minutes. We want that." I was like, "Okay." And we're trying to sell them. Literally this is my credit card. I don't need any selling. It became so easy because the webinar pre-framed them. And again, not everyone's signed for coaching. Tons of people bought Clickfunnels there. And then the cream of the crop rose up and they came and they were ready. It's almost like if you flip your model a little bit, I bet you'd have more success because first off you going to making money off people who you haven't talked to you and the people you talk to, you're going to be more pre-framed to actually come in and buy from you. Ms Bates: Thank you. So the invitation initially is for the webinar or do I still put them through, like go through the freebie and then to the webinar and then to the group on, so you're up moving back this up, you're saying make the offer on the webinar for the group and then an application to one-on-one coaching. So that's my offer? Russell: Are you in a webinar right now or? Ms Bates: No, I'm not doing a webinar. Russell: So first thing I do is whatever you do and I'll keep doing it because you don't want that to stop. Like somebody to be like, take your eye off the ball. I keep doing that. Just it's working. Don't mess with that. So that's for sale. On the side, I would start creating webinars specifically to sell your $200 a month program. And then you start driving traffic directly to that and that'll become this new path. And then when that past making more money than the other one, then I would transition everything over. But don't mess with those working right now. Because it's working, I don't want to affect your business, but this is how I think long-term, this will become something that will be much more sustainable, more powerful for you. Does that make sense? So that's kind of how I would do it. Ms Bates: It does. Thank you. Thank you. Thank you. And I love you again. Russell: No worries. Love you too. Thanks for hanging out. Yhennifer: Awesome, Ms. Bates, I'm glad that you got your question answered guys. Just a reminder, you guys can add some people onto this call. We're still going to be here for a few more minutes. We're so excited to be here. Guys? Russell is dropping some nuggets, okay? People pay thousands of dollars to get this coaching. So I'm so excited for all you guys that get a chance to ask Russell questions. So now we are going to bring Richard. Richard is that how you pronounce your name? He's a travel advisor. A key to the world travel, Disney destination expert. If I messed up your name, I'm sorry, but I hope I'm saying it correctly, but it's your turn. Welcome to the call. Richard: Thank you guys so much for having me through. You can call me, Rich. Everybody can call me Rich. That's fine. Yhennifer: Rich. Richard: So Russell, just want to say, thank you. Thank you. Thank you. I'm currently rereading probably the third or four time Expert Secrets. I was in Own Your Future this past week. I was part of that lead challenge that you had, the five day lead challenge. I like in your world, bro. So just want to say, thank you. Russell: Thanks man. Glad to have you here. Richard: Yeah. So my question is really so as a travel agent really my value ladder is bringing leads in, educating them on the best, we'll take Disney for instance, the best Disney vacation ever, right? I provide value, value, value, and then they go through their trip and then after that it's pretty much done. So that's kind of like the result, right? If I was to say, a problem to solution. My question is for you, what else should I think about to really continue to bring more value? And really, I don't have like a $7 lead magnet to a $97 to a mastermind to Inner Circle, all that how should I be thinking about my value ladder? Russell: So right now taught value ladder, someone goes through is a Disney cruise or Disney trip, what exactly are they getting in the end? Richard: So doesn't matter. It could be Disney world vacation, Disney cruise, basically it's a vacation. Russell: Got you. One thing, so my family has done a bunch of Disney vacations. We just got back a little while ago from one and it was funny. We were joking. We did our first Disney cruise. Like when you get on the boat, there's the dudes with the big old Disney hand or Mickey mouse hands on their high five. And you're coming on and they're giving you drinks. This is amazing experience coming on, it's the photograph and you need to get on the boat. And then the boat's amazing. And then when the cruise is done, you get off and there's no one greeting you it's like dead. When you walk off, it's like they shove you out to the buses. And you're just like, "Wow. It's over that. That experience has ended really bad." And it was funny, because then the next time we're booking a cruise, right? The last thing you remember from Disney was just like horrible experience where it's just ended. And we're sitting by the buses waiting for our thing. It ended on this really down note as opposed to an up note. Richard: Oh no. Russell: And so then we're like, Worsley book cruise and right? Well, Disney was cool, but it's kind of weird at the end. And then, so we booked with a Norwegian next time or whatever. And so it's the little things like that. So like I would be looking at okay, because obviously in a business like that, people who do those things, do those things, right? We did Disney, we did the VIP tours, did all kind of stuff. And we spent a lot of money and it's awesome, and we had a great experience. And what's crazy to me just as a marketer is like, when we got done, they're like, all right, we'll see you. And I'm just like, you realize people come to Disney and pay for VIP tours, come to Disney and pay for VIP tours. I was like, why didn't somebody Jetta offers something right there and right. Or the next day, or call us next week. Like, how was the experience? What was it like? Nobody did that to me. And I was like, we probably would have been probably still will because the experience was great. We'll probably re-booking for whenever, but they could have doubled their money right then on the spot while we're at the peak of emotional intensity, as opposed to waiting further down the line, that'd be the first thing we're looking at is like, how do you capture that right? In a way that now you can like, get them booked on the next thing. Especially again, people are paying higher and stuff. They travel more often. It can be every six months they're looking for something like that. And that becomes this huge high ticket recurring program. That'd be the first thing I would kind of think through. Do you have a process now when someone finishes that you take them through to get them to re up for the next thing? Richard: Yeah. I'm working on my follow-up scripts right now. The email followups after they've gone through. And then, yeah, even just what you were saying, what happens now? What happens next? They're kind of like in this, I had an amazing experience and then kind of the experience kind of dies off. Russell: Yeah. Had to get that back up and because that'd be the biggest thing. Because now you're not going and finding a new lead, convincing them, you're going through a process like it's, you've got them. You just got to get them to it again. Mark Joyner, was my first mentor and his second book is called the Great Formula. And inside the book, he says the secret to successful businesses is getting your customers to take a second drink, right? The first drink is like, you just go through all this effort from the ad to the conversion, to everything for the first drink. And we got him and then we like forget about and go try to get more people to give him drinks. Like, no, they're like the money in your business, which just comes back to value ladders, is like the second drink, right? Because that's all pure profit. You don't have to get the ad. You don't have to do the stuff. They're already sold. You just got to ask them for a second drink. And it's shifting the focus to that. Because I'm assuming you got a lot of things happening on the front end. It's just, man, how do you get the second, third and fifth vacation? And who do they know that can vacation with them, right? Like we vacation with our friends now. And so it's like, we have a good experience. The next trip. Usually we're riding our friends. So it's like, Hey, let's build a bigger trip. Like who else can you bring? You bring your family, your friends, and crafting something with them where now that's just for you, it's just pure profit. Richard: Yeah. I'm even going through Expert Secrets. And I don't want to take up too much of the time. Sorry. Just even thinking about, who do I want to serve, right? I've been called to serve a certain group and I have that kind of my avatar down. And so it's just serving them. It's not just Disney cruises or Disney vacations. It's, "Hey, have you thought about an all-inclusive Cancun resort?" Something different but still an experience that they can have. And there like you said, I think I like what you said in terms of just keep that first drink, that second drink, that third drink. So maybe just thinking about my email or marketing afterwards, if it's a survey, if it's something and just say, "Hey, how was it? What'd you like about it? Hey, did you know that this is happening? And you can book this next time." Russell: Oh yeah. I think even pre-building a trip. My wife would get stuff sometimes in email, or she'll see people, our friends on social media who posts these pictures from this trip. And then she's, "Oh, where'd they go?" And she'll call them up and find out. And then we ended up going that same trip. We would do those kinds of things versus like, Hey, here's getting them to socially share trip with other people. And then vice versa is like you coming to them like, Hey, so inside of our community here, we've got this community of, I don't know, whatever you call them are our community of travelers, right? And here's someone just went to Mexico, check out what they get in, check out this trip. And here's four or five people on trips. If you want info on these trips, let me know we can connect you with the same thing. But look at these pictures from everybody and creating a culture like that, where everybody is kind of sharing their trips amongst each other. And then you're the one that's booking them back and forth and it can be really cool. Richard: I'm actually building the Facebook group right now. And that's where I'm funneling every everyone too. So that I can go live there. I can go talk to people and just tell them, "Hey, these people went on this trip." And then have them come on as a Zoom call and just talk about their trip and what they liked and maybe inspire others to book that same trip. Russell: Nice. Awesome, man. That's very cool. What a fun business. Richard: Thank you. Thank you very much. And like I said, thank you so much for all you did for me and just all the value you provide. Russell: Oh, no worries. I appreciate that. Yhennifer: Thank you. Rich. Thank you for being here. We're going to bring on JJ. JJ has helped celebrities, artists, big brands and media companies create over 650 million in revenue by building relationships, my favorite thing in the world. What questions do you have for us so JJ? JJ: Oh my God it's Russell. What's up Russell? All right. So how many questions? What's my limit? What's my limit here. Yhennifer: You get one. JJ: I get one. Oh, God. I got to make this good. Russell: Don't mess it up. JJ: Really long one or really short one? Russell: We'll see. Give us the first one first. Just kidding. JJ: All right. On a serious note. So before you hired the best community manager in the world, and brought her on your team, how did you build those relationships with, I mean, your company blew up, I've been watching you from the beginning and I mean, within just a year or two, you blow up faster than almost anybody in the digital space. How did you keep those connections and build those connections and keep that community strong? I mean, you have the biggest, and I hate to say the four letter word, cult, behind you in the world when it comes to software. How did you do that in your value ladder? Russell: That's such a great question. And it's funny because Dave would have, you guys know he's now the CEO Clickfunnels has been for the last almost a year now. He does a great job, but it's funny because he'll go off call and coming to me, he's like, man, Russell, you've dug your wells so deep. He's like people just say yes to anything I ask them to do. And I think it was what you understand is that people, depending on when you came into my world, when people come in, it's like you see something, you saw Clickfunnels, you saw this, you saw this. But what people don't know is that I was in this game for man probably, I mean, years now, 10, 12 years before we launched Clickfunnels. And that time was doing that building relationships. In fact, I joked at the very beginning of this, I've been doing this so long, before Facebook, before MySpace, like Friendster was the hot social network when I was in college, when I started this game. And Friendster did not have an ad platform, Google had an ad platform, but a year into my business, they the Google slap happened and it ended. So I had a decade where we were not able to buy ads. There was nowhere to buy ads. You can buy banner ads kind of, but they didn't work that well. And so all I could do, the only way to get traffic was through relationships. And so I went to every event. I have to go to events and find out who the people that have traffic. And this is for me, it's hard because I'm super introverted and scared to death of people. And so what I did is I found extroverts who I liked. I said, "Hey, come to this event, I'll pay for you to go with me." And we go to these events. I'm like, okay, I have to meet all these people because they have traffic. These people have email lists and they got a blog and they got these different things. And I spent a decade of doing that, right, of going and talking to people, getting to know them, building relationships using the assets I had to help them to promote them, to either promote their stuff or to help them with different things wherever I could do. And so I spent a lot of time doing that. I think that's what people don't understand. They think that like, oh, he came out of nowhere. It just blew up. It's no, I spent so much time going out and building relationships. So when Clickfunnels came about, it was nice because it wasn't me just cold calling and Hey, you're who I am yet, but you should pro Clickfunnels. It was like, Hey, this is Russell, and we're friends and this is this project I'm working on. What do you think about? What would you do if you were me and the most amazing minds in the world, sharing with me what they would do, if it was them and giving me ideas and strategies and then they felt like they were part of it when we launched it and rolled it out. And so I think that's a big part of it, obviously you're tied into the relationship side of things, but I don't think people put enough effort into that. They focus on the quick ask, the quick wins. And not like, how do I actually build a real relationship? I was telling someone because we were last week at the Dean and Tony launch and somebody asked me, how'd you get to know Tony Robbins? How did you know? And I was like, "Well, I spent 12 years of my life serving him in any way I could, before I ever asked him for anything." It was 12 years of like, let me just help him and help him and help him. And since then, man, he's done so much promoting the last three or four years. But it came from a decade of building relationship. And I think you can build a relationship faster than that. Tony's obviously super human and the hardest person on earth to get a hold of. But it comes with leading first, serving and having to help people and getting to know people and stuff like that. So, yeah, it was a lot of digging my well, before we launched ClickFunnels. JJ: Well thank you for saying that you're on the stage. Because you come into some of these clubhouse rooms and you get these marketers, "Oh, you got to buy ads. You've got to buy ads." I didn't buy ads for 10 years, myself. I mean, you know Brad Hart. I work with Brad Hart now. He didn't buy ads for the first five years of his business and build those relationships first. Thank you for saying that. But honestly you really, I mean, I think leveled up your game by hiring a community manager. She's up on the stage. She's keeps your community engaged. Love Yhennifer. So throwing some love towards Yhennifer. So my second question... Yhennifer: It has to be quick, Jay. JJ: It's fast. You can beat me later. What is your favorite Oreo cookie? Russell: My favorite Oreo cookie. So actually when Collette and I got married, they toilet paper our car, we were driving out and they got Oreos and they stuck them to the side of the car, but the Oreos had pop rocks inside the frosting. And I remember pulling off the car and I was like, "This is disgusting, but I love pop rocks." And so, yeah. And I don't think I've seen pop rock Oreo frosting since then. But if they ever bring it back, I will be the first in line. So that'd probably be my favorite. I don't know. JJ: Oh. Yhennifer: That was a good one. Russell: That was worth it. Yhennifer: You guys heard it. You guys heard it first. If you find that out there, go ship it to the Clickfunnels headquarters, because boss we'll be happy. Russell: Oh man. Yhennifer: That was so good. All right. My girl McCall. McCall is the founder of Charisma Hacking. What question or anything you want to add? Russell: And hold on. And she's a speaker at this year's Funnel Hacking Live event. Yhennifer: Are you going to to be there? I'm so excited. First of all, before we get McCall to talk, guys, if you have not bought your tickets to Funnel Hacking Live, go to funnelhackinglive.com, get your tickets and I'll see you guys there. McCall, the mic is yours. McCall Jones: Oh my gosh. Hi friends. Thanks so much. I was just going to add two things that helped the value ladder really make sense for me in the last year and a half. Since I started this. Russell, you know I study everything that you do. And the first thing that I did was read.comsecrets. Something that was a little bit hard for me at the beginning that, I mean, you teach on all these things, but it was the one product will create the problem that the next one will solve. And the first thing that I thought was like, "Oh my gosh, I have to create those problems. And I have to create those problems for people to ascend my value ladder." You had said something, I don't remember if it was in a podcast or I just heard you speak on a live somewhere, but you talked about the customer Ascension ladder and kind of the education part of it. And it put it all into perspective for me of the way that all of the sudden, I was able to shift my mind instead of being like, "Hey, you have to create problems from the bottom up and the problems that one will solve, it will open up a new problem to create the next product and all of that." Instead I thought, "Okay, the customer Ascension, where do you eventually want people to go?" So your Inner Circle and your category Kings and all of that, and then map out the steps that it takes to get there. And then with each program, with each step of the value ladder, it's just like, "Oh, what do you need to educate people on in order for them to want to join the next program, right? So it's an educational process that helped me with the very bottom of it, because I know that I think it was Ryan was talking about summits and creating consistent content and all of that. When I put it into education, all of a sudden the bottom of the value ladder made so much more sense to me because at the beginning, nobody knew what gurus Maggie was, right. It was like what the heck was that? Russell: You had invented a new term. Yeah. McCall Jones: Yeah. It was like, this is crazy. And it's hard to do that, right. You know you're in a really scary place in business where you're trying to solve a problem that people don't think that they have. And this education kind of form of this value ladder when you said that it really helped me think like, "Oh, okay. The bottom of my evaluator needs to be educating on my frameworks." So my whole opt-in bottom of the value ladder, what people can do with podcasts or the video content they're creating the summits, all those kinds of things. If they're consistently educating on their frameworks at the bottom, right? They first let people know what they're doing, right? And the problem that they're solving. And then from there, it's like, okay, now that you know what the problem is, and you can accurately say, oh, I do have that problem. Wow. Then you can move them up into paid products, and you can continue to educate them until they get to the highest level. But that was the thing that helped me the most, because at first with the problems, it was just hard for my brain to kind of wrap around it. And then it was like, oh, if you can accurately help somebody get through one specific step and then educate them on what they need to know in order to join the next program, then they will continue to ascend your value ladder because they will have a problem that's solved and they will have the education they need in order to address that they have a new problem. So that was something that helped me. Yeah. Guys, come to Funnel Hacking Live. You have to be there. Russell: Yeah. The thing I would add to that too, is like, I think a lot of times people are so stressed. I got to figure all these pieces and all the things. And one thing that I noticed when I first started doing this and I've noticed other people's that a lot of times you don't know what the next thing is until you start doing your thing, right? You start selling your product. For me, it was funnels, funnels, funnels. I wrote the book, we created a software and all sorts of stuff, that was it, right? That was the plan. And then as people started signing up and they buy the book and buy the funnels, then it was the next question kept coming and coming, it wasn't me making this up. It was like, oh, here's the question that everybody keeps asking like, okay, how do I solve that problem? How do I solve that problem? So the customers will bring you the problem. You don't have to invent them. You just do your thing in the best of your ability. And then listen. And if you listen, then the next thing will come to you and you know exactly what to do so. McCall Jones: Another really interesting, I'm so sorry. I just will be really fast. But at the beginning, I've built these frameworks for 20 years, but I didn't know what my people needed. And if you try to force what you know on people, instead of what they need, then your products won't sell, right. But instead it was exactly what you said, as far as finding your voice, the same thing was, I think it was Dave who just popped into this room, Hi Dave? It's about finding your frameworks, right? So creating your content and making sure that you're publishing on a consistent basis. It's creating these frameworks and refining them and seeing what sticks for people. And then it's not just like, well, I know this, that's what I should create a product around. It's like, no, no, no. People will listen. And they will. It's exactly what you said. They will tell you that market research is so invaluable. And then in that next program, if you're building it from the ground up, then you educate them. You listen to their problems and you let them ask questions and then they will reveal what that next product needs to be. Super interesting. Russell: Very cool. Well, thanks for call. Excited to see you again soon at funnel hacking live with all of you guys here who are listening in as well. I hope it's going to be amazing. Yhennifer: Awesome guys. Make sure that you click on that little greenhouse, make sure that you're following the Marketing Secrets Live Club. There's going to be many more. Right, Russell? Russell: Yeah, this was actually really fun. I hope... Did you enjoy Yhennifer? That was fun. Yhennifer: It was amazing obviously, listening to you. The value that you provide and also being able to speak to our funnel hackers here that we're excited to chat with you. Russell: Yeah. So I think the game plan we're going to try and keep news a few times. If it sticks, then we'll keep doing it. But I actually really enjoyed not just talking about topic and pushing the podcast. That was nice to get feedback or questions or like getting McCall, like doubling down. Like it's something I learned that helped me to make sense. And that was way more valuable to have that a as actual application of the concept, not just the concept. So I loved it. It was fun. So we'll let you guys know kind of moving forward when we'll keep doing these. But that was awesome. So thank you so much for helping facilitate it and make it all happen. Thank you guys all for listening. And will let you guys know when the next party is going to start. And I think, hold on, I got an outro. Should I do an outro? Yhennifer: Wait, before you put that outro, like do one of those money signs, money noises, things. Russell: Let's see. Yhennifer: Come on you got the buttons over there. Russell: There's a button there… We got… We're so funny. Yhennifer: That is amazing. All right. So we're going to close out with this out show. Thank you so much guys, for being here. See you guys in the next one. Russell: All right. Thanks everybody.
23 minutes | May 24, 2021
LIVE: The Real Secret Behind The Value Ladder
Register for the next LIVE episode at ClubHouseWithRussell.com Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Hey, what's up everybody. This is Russell Brunson, and we are trying out something really fun and new and exciting for the Marketing Secrets podcast and so wanted to tell you about it. So I did an episode that was actually live, we called it the Marketing Secrets Live Show and we did it on Clubhouse. And instead of me just talking for 15, 20 minutes, like a typical podcast, I did talk for 15, 20 minutes and at the end of it, I opened it for Q&A, we spent about 40 minutes on doing Q&A and it was a really cool experience for so many reasons. One was a chance to answer questions for a bunch of you guys. Number two is just it was fun doing it live and the energy was cool. So I think we're going to keep on doing it and want to invite you if you want to come on any of our live shows. All you do is go to clubhousewithrussell.com. It's clubhousewithrussell.com. It redirects you to the Marketing Secrets Live clubhouse room and you can join that room and then you'll be notified when we go live. I'll probably go live once a week or so and again, I'll be spending 15, 20 minutes talking and then after that, we'll go into Q&A and it'll be fun. So the next episode's going to be special. The first one is going to be my 15 to 20 minutes of me talking about the concept I want to talk about that day and the next step episode I'll share with you is the Q&A, and I hope you enjoy both sides of it and hopefully gets you pumped to come to the next Marketing Secrets Live show. Again, it'll be on Clubhouse, so make sure you get the Clubhouse app. But again, if you go to clubhousewithrussell.com, you can register. And with that said, I'm going to pick up at the very beginning of the Live Clubhouse and we'll go from there. We're here, everybody. What's up. This is our, technically it's the second time I've gone live on the platform. First time was a huge train wreck, we'll talk about that in a minute, but this is round two and I'm here. And Yhennifer, how are you feeling today? Yhennifer: I am feeling amazing, so excited to be here. I know that we were on for the funnel hacking live room and it was bananas. So I know that this one is also going to be amazing. Don't forget to make me a moderator real quick. Russell: You're officially now a moderator. Yhennifer: Awesome. There we go. I got the badge. I made it in the world. Russell: Amazing. I'm learning how to use it all. Okay. Can you hear me well? This is my first time using the setup and everything, I want to make sure you can hear me. Yhennifer: Yes, we can hear you perfectly fine. Welcome everybody. Russell: Welcome. Welcome. All right. Well, let me, while waiting for a few more people to jump on here for a second, I'll tell you guys what the game plan is, what we're trying to do here and then we'll dive into it. So we're going to be live for about an hour for about an hour and this is my second time officially using Clubhouse. I've been in Clubhouse a lot as a guest and hanging out, but the second time didn't get a room. First time I tried to do a room, did not know what I was doing, jumped in there. I brought everybody up to become speakers and it was chaos and anyway, it was kind of crazy. So I stepped back from it and was like, okay, I want to do this again but I want to do it this time a little more strategically. And so the game plan for what we're going to do is I'm going to basically be doing an episode of the Marketing Secrets podcast. So I'm going to talk for probably 15 minutes or so on a topic and then when that's done, Yhennifer is going to be my amazing, co-host, help me with this whole process, making sure I don't mess it up. Then we're going to bring you guys up, whoever wants to come up and ask questions or give comments or share things to deepen what we're talking about with everybody else. And that's the plan, so I think it should be fun. Anything I'm forgetting? Yhennifer: Yes. Make sure that you pin some people into this room. You have that little plus sign at the bottom guys, as you are hopping on here. Invite some friends that will be interested in what we're going to be talking about today, which is the secret behind the value ladder. Russell: It's so fun. All right. And I've also got this really cool, I feel professional, I've got a little board here. I click buttons, and if I tell you guys a joke, check this out. Did you hear that? Yhennifer: That is amazing. Russell: So I can do that. If we talk about money, I can be like this. And I also got the theme song for the Marketing Secrets podcast loaded up here. So this is the live version of the Marketing Secrets podcast, which I'm pumped for, hopefully you guys are pumped for as well. Like I said, I got about 15 minutes of stuff I'm going to talk about and then we'll open up for Q&A's. And so that is the game plan. So again, if you want to invite anybody you know, please invite them and then what I'm going to do is I'm going to queue the theme song right now and then we'll play it and we'll come back at 15 minutes to talk and then we'll open the blinds for Q&A. Does that sound good? Yhennifer: Awesome. Let's get the party started guys. Russell: All right, with that said, here is the theme song. All right, everybody. Welcome to our first ever official Marketing Secrets live show. I'm so excited to be here with you guys. We are doing this live on Clubhouse, which is kind of cool. This is my first time really producing something like this, and I'm excited. So if anyone who is a listener to my podcast, you know that usually I spend about 15, 20 minutes talking about a topic and it ends there. I want to use this platform as a way for me to be able to talk about what I'm thinking about for next 15, 20 minutes and then, when it's finished, jump on with you guys and do Q and A and answer questions. Or if you guys want to share ideas or thoughts, whatever it is. It should be fun, so that's the game plan. The thing I want to talk about today... We titled this one The Real Secret Behind The Value Ladder. I did it for a couple of reasons. Number one is the value ladder is probably one of the least understood principles inside of this marketing game. And it's funny, because I think when you explain it, it's really simple, and be like, "Oh, I get it. I get it." But when I look at people's businesses, when they come in for consulting or they hire me for coaching or whatever it is, I look at it and some people have what we call a value maze, where there's 8 million different ways that a potential customer could go and it's confusing. And I'm like, "Where do you take a customer?" And they have all sorts of different things, right? I'm like, "Well, value maze is not a value ladder." So that's one thing. Where number two is like, "Oh, they have a product." They've got one thing and they're missing some of these, these key components. And so I want to share with you guys really quickly what the value ladder is, but then there's a big thing that most people are missing. And it is key. It's the key to ascend somebody from one spot to the next in your value ladder. It's the key to actually serve people with the highest level of value. It's the key to really have success and help your customers have success. And so, that's the stuff I want to talk about today. I'm going to geek out on this at a deeper level than I typically do because I'm hanging out with a bunch of people who are on Clubhouse. That means you guys are as nerdy as me if you're here with five minutes worth of warning that we're going live for marketing seminar, right? And so that's kind of the game plan. So, and then after afterwards, like I said, we'll open for Q and A and do some questions. If you guys have any feedback or if you want to share your value ladders and things like that and how you transition people from step to step, that's game plan. Okay. So, a couple of things. The value ladder right now is more important than anything I could talk to you about for a lot of reasons. One of the biggest ones is obviously with all of the changes happening in advertising between Apple and Facebook and their feud. I'm assuming that most of you guys have noticed that your cost per acquisition in most of your marketing campaigns, if you're buying ads on Facebook, have probably gone up. For a lot of you guys, it's gone up substantially, am I right? Okay. If you've read the DotCom secrets book, one of the quotes that I talk about a lot from my mentor, Dan Kennedy, he said that whoever can spend the most money to acquire a customer wins. Okay? This is something that like... I don't have tattoos, but if I had a tattoo, it would be tattooed on my forearm so I would never forget this. This is how important it is, right? Whoever can spend the most money to acquire a customer wins. I remember when I first got started in this game, I heard him say that and it didn't make any sense to me, okay? And I think a lot of you guys who have been in the market right now, playing this game for a couple of years, it's been easy if I'm completely honest. Facebook ads have made things easy and a lot of people made a lot of money without having to be really good entrepreneurs and really good marketers and really understanding things because it was easy. It was easy. If any of you guys had a chance to read my newest book, my third book, Traffic Secrets, the intro of Traffic Secrets, that the title was, there's a storm coming. Some of you guys probably read that. It was right when Coronavirus hit is when the book launched. And I said, "There's a storm coming." It's been so simple for so many years and I've been doing this now... This is my 19th year in this business, so I was playing this game before Facebook, before MySpace... Actually, Friendster was the hot social network at the time when I started this game. And so I've had a chance to see the ups and the downs and watch what happens to advertising platforms and networks over two decades now. I wanted to warn everybody, because so many people who have got in this game in the last few years where it was easy, where it's we focus on Facebook, and I'm like, "You guys have to understand there's a storm coming. We have to look at things differently. And if you're not, you're going to be in trouble." I think the real first big wave of that has been hitting right now with the battle between Apple and Facebook and all the things. I've seen a lot of people who messaged me, who are freaking out, who'd be like, "Our ad costs are going up. What do we do? What do we do?" The reality is what you should do is you should be celebrating, okay? If you're an actual marketer, if you're a funnel hacker, if you're of our people, right? You've been hearing me preach this now for a decade, right? Whoever can spend the most money to acquire customer wins, right? If you understand that, the fact that all the CPAs, the cost per acquisition, these costs are going up and it's getting more and more expensive should not scare you to death. It should make you excited because all it really means is that more and more people are going to fall out of the game. Okay? Less competition, less people, less people fighting over ad dollars, all those kind of things. It's going to drop, okay, because the real marketers are going to keep playing the game and the rest of them are going to disappear. Like I said, I've been doing this now two decades. I've seen this. I've seen people who are making millions of dollars a month one day. And then, because of an algorithm shift, they're now out of business and I've never seen them come back, which blows my mind to this day, is because they didn't understand these core principles. And so, the core principle I want to drill into your guys' mind today is the concept of a value ladder, and then I'm going to show you guys the actual secret behind the value ladder. That's the key that makes this whole thing work, okay? So the basics of the value ladders... If anyone who has been around me for more than five minutes, you've heard me talk about this before, so I'm not going to spend too much time on the actual value ladder, because that part's the most simple, but a value ladder is like... Somebody comes into your world, right? And you give them some value. So my goal is... Obviously, there's a lot of free things I do online, right? My free podcast. I'm doing this live right now, right? Some of you guys are jumping into this room and this is the bottom of my value ladder, right? It didn't cost you any money, okay, but I'm providing value. Hopefully if I do a good job of it, you're going to be like, "Man, that Russell guy? He talks kind of fast, but I got some value that was really quick. What else does he have?" Right? And you naturally want more. That's the cool thing about human beings. If we receive value of something, we naturally want more. So if you see cool video or podcast, or you're here on Clubhouse, or something, you get some value, you're going to start looking around. You're like, "Hey, Russell talked about that book. What was that book he said? Oh, DotCom Secrets, or Traffic Secrets." Whatever one grabs your attention, right? And you're going to go online and go to DotComSecrets.com. You go over there, and you're like, "There's the book. $9.95 shipping and handling." You're like, "Whoa, in the Clubhouse room, he spent an hour with us and that was amazing. Can you imagine what I would get if I actually read his book." Right? You put your credit card in. You buy the book. Then you get the book and you start reading it, right? Now you're moving up my value ladder. You start reading the book and you're like, "Oh my gosh, this funnel thing is really, really cool. In this book, he talks about the 10 core funnels and how they work and, all of a sudden, I see how it could work in my business and I can see how it works in other people's..." And you start freaking out. You're like, "This is so amazing." Right? And you got value. You're like, "I paid 10 bucks and look at the value I got from this thing. This is insane, right?" And then what happens? You naturally want more. You start looking. "What's the next thing? What else does Russell have?" Start looking around, and all of a sudden you're like, "Oh my gosh, Russell is doing this 2 Comma Club Live virtual event coming up in two weeks. I want to be part of that. What is that?" Okay. So you go, you sign up for the event, and I try to provide value first. So the way that 2 Comma Club Live works is you put in your credit card and you go through the entire three-day experience for free. Then, afterwards, you decide if it's worth it, right? So there's no me trying to scam anybody out of money. It's like, look, come show up. I'm going to serve you like crazy, and at the end of it decide if it was worth it. If it is, then you can pay for. If not, then don't. Right? So they come through, do 2 Comma Club Live Event, and they go through this experience for three days and they're learning, they're growing, and they're getting all this stuff. They're like, "This is amazing. I'm getting so much value from this. What else does he have?" Right? And then you look at Funnel Hacking Live, our big live event, or maybe it's our 2 Comma Club Coaching. Or if you're inside of 2 Comma Club Coaching, after you've gone through that process, you're like, "What's next? I want the next thing." So, after you've gone through our 2 Comma Club Coaching program, it's a $25,000 program, our next tier up is my inner circle, right? And then after my inner circle, there's new program coming out called Category Kings. And so this is my value ladder, right? It all starts with me coming out there and putting out as much value as possible and, if you like it, you're going to naturally want more. Okay? So that's kind of the concept of value ladder. Again, I don't want to go too much deeper than that because you can read about in the DotCom Secrets book, and I've talked about a lot of other places. That's the core concept I wanted to put out there. Right? And so, the reason why these ads are changing, right? Ad costs are going up and everyone's freaking out. That's why this is so important because what will typically happen is most business owners... And I see this so much, even inside our funnel hacker community, unfortunately, is they create a product and have this product and it works really well and they start selling that product. Right now, because the game has been easy for the last four or five years, they spend $50 in ads. They make a $100. They're like, "Oh, this game works." Right? But now with all these different changes, and the algorithm shifting, and the fight between Apple and Google and Facebook and things, now these costs are going up. Well, now you're spending a $100 to make $100. And then, it's eventually going to be $200 to make a $100, right? And all of the amateurs are starting to fall away, okay? I remember my very first marketing seminar I ever went to, I heard Mike Lemon said... He said, "Amateurs focus on the front end." Said, "Amateurs focus on the front end." And I didn't know what that meant until I started getting into business and I started saying, "Oh my gosh, my first two or three tiers on my value ladder, all that money is going back into just paying for customers. It's not until tier three, four, five, I start actually making money." And the deeper you can go into your value ladder without making any money, the more successful you're going to be, right? Because whoever can spend the most money to acquire a customer wins, according to Dan Kennedy, who is my mentor, and I trust everything my mentors say to me, so it's very, very true. Okay. So I want to kind of start with that. Now, the next thing I want to talk is... Again, most of you guys at this point have some kind of value ladder, but the thing, and this is where I talked about the real secret behind the value ladder, the thing I really want to share with you guys today, and this is the nugget that hopefully you get and you're like, "Oh my gosh, I got value." And then we'll open up to take some Q and A's and stuff. So the big secret is each tier of the value ladder, the thing that you sell at that tier has got two goals. Number one is to provide value, right? It's to scratch the itch they have, right? So you give them this thing that's like, "Oh my gosh, I got value. That was amazing. I scratched my itch." But usually when you solve one problem for somebody, it opens up a new problem. Right? So, for example, when I give you a book on how to grow your company funnels, you like, "I read this book. I got value." And then, all the sudden, you're like, "Oh my gosh, I need a funnel." And then, hey, lo and behold, guess what I sell? I have this funnel software that I sell called ClickFunnels. You should use it, right? And so it opens up the next thing. Each tier on the value ladder should provide value, help somebody at that tier, and then, and then by giving them that value, it should open up the next step, right? Because after you have a funnel, what do you need? Well, for me, you buy my first book. It's like, "Here's how to build a funnel." And then second book like, "Hey, here's how to do the messaging for your funnel." Third book's how to get traffic to your funnel. It moves somebody up and down. So the first time I got this... Some of you guys know Chet Holmes. Chet Holmes passed away a few years ago. He wrote The Ultimate Sales Machine, which is still, to this day, one of my top 10 favorite business books. Chet actually became a friend of mine. I spent a lot of time with him in business and traveling, and just had a lot of respect for him. As I was working with him, he wanted us to help him with one part of their business. And so, because that, he opened up his books and showed me his entire business model, which was really, really cool. So he showed me this entire business model, and I want to walk you guys through how it works. Because when he showed this to me, this is one of the first time I got it. That each step of my value ladder is selling the next thing. So the way Chet's business model works is he runs radio ads, right? So he's running radio ads. In the radio ad, it would say, basically, "Call this number to get nine free reports," or something like that. So they'd run the radio ads. It would call the number. Someone would answer the phone, say, "Hey, what email address do you want to email your nine free reports to?" You give them an email address, cool. And said, "Hey, why have you on the line, Chet normally..." He used to do these seminars that were three hours long. He would fly around the country and people would pay, I can't remember, $800 to come to these three hour long seminars to help them to grow their company. And because you're at home, we're doing virtual seminars, and how would you like to come to these virtual seminars? And he said, the seminar for you guys, for virtual one, was $300, but the cool thing is you don't have to pay for it up front. You can come to the seminar, attend the entire thing, then after it's over, if you liked it, then you pay the $300. Right? And so that's how Chet's value ladder began. Okay? And so that's kind of where I got to dive in. So I started going on these seminars. I wanted to understand what he was doing. And I'd watch this three hour long web seminar that they would run, and they would teach people and coach them show them all this amazing stuff. It was awesome. The three-hour training was worth the $300 bucks. And so, when the three hour training was done, at the end of it, he said, "Hey, really quick, I want to find out from all you guys. The last three hours, was it worth it? If it was, tell me, and if so, we'll bill you the agreed upon $297, like we agreed upon. But if not, let me know and we won't bill your credit card. Totally cool. No harm, no foul." And he'd go person by person. These web classes would have like 10 people on a time. So he'd be like, "Joe, how was it for you? Was it good?" And then Joe would be like, "Yeah, it was awesome." Then he'd be like, "Cool. Sam, Julie, Mike..." And he'd go through everyone and get everybody to say yes, and they'd bill their credit cards. And he said, "Okay, now that the seminar is over. It's officially over. Got all the value. Really quick. The biggest question people ask us after they go through this experience is, I want more. What's the next step? What's the next tier?" And he said, "Do you care if I spend a couple minutes talking about our six week long mentoring program where we can take these principles and help you instill them inside your business?" And of course, everyone's like, "Oh, sure, definitely." And he walked and transitioned to the six week program and he explained it all. And then, from there, he would try to close every single person on the call on the six week program. Right? And so then that was the next step in the theater. And then you went through six week program. At the end of the six week program, they give them two bonus calls, right? And the two bonus calls are with the coach, trying to figure where they're at and where they're trying to get. And then, from there, the coach upsold them to the next program, to the higher ticket program. And so, each tier in the value ladder provided value, provided the thing they promised. And the end of it, there was a mechanism, there was a tool, there was a process in place that then took that person and ascended them to the next tier inside the value ladder. Okay? That was the key. And as I started watching, I was like, "Oh my gosh, this is amazing." And what Chet did in his business, it was really fascinating. This is kind of off topic, but just an idea to put in your guys' head. Every single person in Chet's organization, his entire company, everybody was paid a percentage of the sale. So what would happen is that the person buying the radio ads, he or she would get a percentage of the money that came from the webinar one, and then from the six week program, and all the way through the entire line, so they all were incentivized. The person in sales on the webinar got incentivized on everything that happened after that person touched them, and so on and so forth. The way he structured it... I remember him sitting there. He said, "Russell, this is the secret to business. Don't have tons of overhead. It'll drown you." He said, "You got to set up your structure so that everybody's paid based on a percentage of commission." He's like, "That way, when you have big months, everyone gets big checks and small months, everyone get small checks, but we all do it together. That way you're not stuck with the overhead and things." Unfortunately, I didn't use that in ClickFunnels. I wish I would have. If I get all 400 employees that work here to... I'm just joking, but it was really just a cool thing. So this was the secret to value ladder that Chet taught me, is that each tier in the value ladder, part of the product, part of the thing that they're buying, actually ascends them to the next tier. Okay? There's a good way and a bad way to do this, too. I've seen this in the past, when I've bought somebody's book, where I'm like, I see the book, the ad's awesome. I buy the book and I read it, and the entire book is a sales letter for their next thing. I hate that. That drives me crazy. But if you look at my process, I want to blow people's minds. So if you go through it and you read the DotCom Secrets book, you'll notice that the entire book, like whatever 297 pages, is just pure strategy, tactics, like nothing. And at the end of it, there's a little chapter on, "Hey, if you need a tool to help this, it's called ClickFunnels." And we push them to ClickFunnels, right? And then there's a sequence after they buy the book. There's a whole marketing sequence that gets somebody from there to the next tier in our value ladder. Right? Then if someone comes to 2 Comma Club Live event, right? It's a virtual event. It's three days long. They go through the process. And inside of that event, that is the mechanism where we sell our 2 Comma Club X Coaching program, right? And so they go to that and they join 2 Comma Club X, okay? And in the past, I had an inner circle and my Category Kings, which has been closed for about two years now, but I'm going to sprinkle some hints here. I'm actually reopening those here this year, which is exciting. And so what's cool about it is then people inside 2 Comma Club X, they can then naturally ascend up the next year. And then people inside of the inner circle then can naturally ascend up our Category Kings. And so there's a process in place, but everything is designed and structured around knowing that I've got to give them the value I promise them, but then, at the end of it, there's some mechanism that moves them to the next tier, that moves them up the value ladder. Okay? That's the power. That's the real secret behind the values. Not just having a value ladder of, oh, there's a product here, product here, product here. It's structuring your product so that the product does the selling to move somebody to the next tier. Okay? If you guys come to Funnel Hacking Live, you will notice something. Most of our speakers, not all of them, but most of them are people who are in my inner circle. They are in our 2 Comma Club X Coaching program, things like that. And so, as we introduce them, we're like, "Hey, here's 2 Comma Club X Coaching member, so-and-so." And so they see this and people see over and over and over again, that the people who are on stage are the people in the next program higher, and it gives people incentive to want to go and ascend up and move up the value ladder. Does that make sense? So these are just some of the things, but that's the real secret in value ladder is structuring your products in a way that, number one, gives so much value that they want to ascend up, and number two, there should be mechanisms built inside of each tier that actually physically move them to the next tier. Okay? You get Chet Holmes on his free web class at the beginning. At the end of it, pushed them into six week program. In the six week program, he had two bonuses coaching calls. Those coaching calls were then there to send them to the next tier and so on and so forth. And so, that's kind of the process of what a value ladder is. But, again, this is the piece I wanted you guys to get. The real secret is understanding that. Creating tons of value and building the mechanism to actually get somebody to ascend to the next tier.
15 minutes | May 19, 2021
Some Really Cool Lessons From Matt and Caleb Maddix
We spent the weekend serving with Matt and Caleb Maddix. Here are a few quick things we learned that have forever changed my life. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- What's up everybody, this is Russell Brunson. Welcome back to The Marketing Secrets podcast. I hope you guys are doing awesome today. I just got back from Arizona, back from a wrestling practice, driving into the office. So many fun things I want to talk about. So with that said, let's cue the theme song. We come back, we're going to talk about friend groups, changing your identity, and whole bunch of other really cool things. All right, so this last week has been amazing. Some of guys know I'm training for a wrestling tournament. I actually leave in two days from when I'm recording this to fly out to Florida. It's a three-day tournament day. Day number one is beach wrestling, which, come on now, that sounds insane. I've never done it before. Apparently, they draw a big circle in the sand, and you beat each other up. I'm so excited. So that's number one. Day two, just freestyle, and day three is Greco. Three different styles, and I'm excited. I last time I wrestled was actually about two years ago, before COVID, and it was a tournament I went to, and it was the first time I actually competed at that point in 15 years. Hadn't competed since I was wrestling in college. And I went to that tournament, was planning on getting into shape, went to one practice, tore my neck out, and then just showed up to the tournament, and did all right. I had fun. And this time around, I was like, "Okay, let's try to prepare a little more." So I'm lighter, about 10 pounds, maybe 15 pounds lighter than I used to be, but I'm still in the same weight class, which is going to be frustrating because the next weight class is another like 12-14 pounds down, and I was like, "I'm not willing to do that." So wrestling guys will be bigger than me this time, but I'm in better shape this time. I had about a month worth of ... well, probably eight practices, but over three or four weeks, and anyway, so excited. My body's sore, it's bruised, my ears are swollen, but I'm pumped. So anyway, I got to go to wrestling practice, I'm heading in right now, but anyway, last week, we had a chance to fly out to Arizona and do a couple of things. Number one is I spoke at Dean and Tony's Own Your Future Challenge, which is really fun. And then, after that, I brought my two kids out to kind of ... Two of my kids, I've got five kids. I brought my twin boys out there, and partially because I wanted them to see me working, right? Like I want them to see like, "This is what your dad does for a living. Look how cool this is. I have a chance to speak in front of half a million people virtually, right?" So I'm going to show him that. And then, afterwards, I wanted to help them to, I don't know, just realize how good they have it. So we went out with Matt and Caleb Maddix, and we went out to the streets of Arizona, and we found a place where the homeless people live, and we had a chance to go out there and to feed them. And I'd never done some of that before, it was really cool. We literally drove to Little Caesars and bought a whole bunch of pizzas, to the grocery store, bought popsicles and drinks, and drove out there and parked and just handed out food to people. And we did two days in a row, and it was this really, really cool experience with my kids and everything. It was awesome. But what I want to talk about in this podcast, because I have of stuff coming like, the last day we recorded a three hour podcast with a whole bunch of young entrepreneurs. I think that'll be an episode here soon and a bunch of other ... A lot of cool stuff. But what I want to talk about was just the power of who you're around. And it's interesting, I'm writing my fourth book, as you guys know, and I've been trying to focus on like, "How do we create identity shifts? How do we become who we need to be to be able to reach the goals and things we have," right? And there's a lot of things, a lot of different levers you can pull to be able to come who you need to be. And so, there's identities, there's beliefs, there's rules, there's all these different things, and one of the people that I know who is really big in that kind of stuff is Tom Bilyeu. I actually texted him and asked him some questions about his beliefs on it, and then he messaged me back, and we ended up jumping on a call and talked about 45 minutes. Maybe I'll make call up podcast episode too. I don't know. I want to keep giving us all this cool stuff for hanging out with me. Anyway, it was interesting because, in there, we talked about how do you change someone's identity and beliefs and their rules and their values and things like that. He said, "One of the most powerful things you can do is you take people out of their existing environment. You put them in a peer group of people they respect, and eventually they will become like those people." And he told me that in this interview, that's how he started. He said, before, he was spending 10 hours a day playing video games, all sorts of stuff, and he got this new peer group of people who were having success, who were doing all these things, and he said, "I spent enough time around them, and I eventually wanted their respect, and so I wanted to become like them." And now, he's Tom Bilyeu, who's crazy. Anyway, he's awesome. But he said, "If I was training your kids," he's like, "I would take them. I would go to a desert island, and instead, if I want them to become an ax murderer, I put them with a whole bunch of ax murderers, and, eventually, they would become like that person. If I wanted them to be an athlete, no matter which athletes, eventually they'll become like that person." And he's talked about like how the peer group and the people you're around, how much that affects identity and beliefs and your rules, your values, and all those kinds of things, so it's interesting. So anyway, going into this trip to Arizona ... I don't know if you guys are teenager parents, but it's hard to be teenager parent. I love it, but man, it's hard. It's hard to motivate your kids to want to do things and get them excited. I try to figure out different ways to do it all the time, and it's hard as a parent because I don't know. It's funny, like no matter how cool other people think you are, your kids just think you're Dad, right? In fact, I had two or three times last trip people were like, "Yeah, you're so lucky that your dad's Russell." And the kids are like, "Why? He's just this annoying dad that talks about marketing and stuff," you know? But anyway, so it's hard as a parent to like, really ... I don't know. Like I do my best, but it's harder to get them to want to do the things that you want them to do and hope that for them to do, right? And so, it was cool because we went out to do this thing, we went out with Matt and Caleb. And Caleb was like the epitome of who my kids would want to be, right? He's successful, he speaks on stages, he's got YouTube channels, he's a podcaster, he's fun, he's happy, he's friends with all these successful people. And it was really cool because I brought my kids out there, and Caleb came and picked them up, and they jumped the car together. It's funny because I had spent two days with my kids trying to get them to talk. I asked them questions, they just kind of sit there. "I don't know. I don't know." Like, did they forget how to talk? Do teenagers don't know how to talk? And suddenly it was Caleb, this person who is similar to their age, someone in their peer group, someone who they aspire to be like, and they look up to, within two minutes, Caleb had them talking and sharing their dreams and their visions. And I'm sitting there in the car, I'm the front seat, they're in the back seat. And in like five minutes I have been spending time with Caleb, I know more about my kids at this point that I've known my entire 15 years of their existence. I'm like, "How in the world?" Like, "Why don't you guys talk to me like that? Why don't you tell me these things?" And it was so cool because the first thing Caleb did is ask them like, "Where do you want to be in 10 years from now?" And it's funny because my kids' default answer was "I don't know." And so, he asked them again, like, "Where do you want to be in 10 years from now? And 'I don't know' is not an acceptable answer." And it was crazy, within two or three minutes, each of my kids gave him where do they want to be in 10 years, and I was like, "Oh my gosh, that was so cool." And then, immediately, Caleb was not like, "Okay, well good luck." He was like, "Okay, for you to do that, first thing you need is need a mentor." And he looked at Dallin. He was like, "Dallin, what you're trying to do is what I do right now, so I'm going to become your mentor. I'm going to be your coach. I'm going to, blah, blah, blah." He's like, "Bowen, I got a friend who does exactly what you're trying to do, so he's become your mentor." And Caleb called the guy. He's like, "Hey, my friend here, he wants to be a hypnotist, and you're a hypnotist, and so can you come meet him? And can you become his mentor?" And the guy was like, "Sure." Within an hour, he comes out, and all of a sudden he's teaching my son had him ask people, and also my son's like, "This is the coolest thing ever!" And then, Caleb's helping Dallin talk about speaking and motivation and all these things. I'm sitting here, I was like, "This is insane." For two days, I watched my kids light up. They're on fire, they're excited, they're talking about their dreams, their passions, and it was funny because something Dallin said. He's like, "You know, all those people I hang out," this is not telling me, but I hear him talking to Caleb, "Most of my friends, they don't have many motivations or goals or dreams, they just kind of sit around and play video games all day," and I'm sitting there, I'm like, "Literally, Dallin, that was you three minutes ago." But he's seeing that because he already is not associating himself with an older peer group. He's associate himself with this peer group of people he's around now. Within a day of being around these people he loves and respects, looks up to. And anyway, it was so cool. It was so powerful. And there's so many lessons from this, but the one that I wanted to kind of think about is either for yourself or if you've got kids. It's like, "Who are they hanging out? Who are you hanging around with?" Right? I'm sure you've heard it said before that your income will be the average of your five closest friends. And I definitely believe that's true. You'll be as successful as your five closest friends, you'll be as good of an athlete as your five closest friends. Whoever you're around is who you're going to level up to be like, right? It's like Tom Bilyeu said, "If you want to be an ax murderer, or go to an island with a bunch of ax murderers, eventually you'll become like them," right? Or if you want to be an athlete, or you want to be a biohacker or a tech person or a programmer, it's all about who you surround yourself with. And so for you, like that's the first thing I do is to make an introspective ... Is that the word? Like, look at yourself and be like, "Where do I want to go?" And like, "Are the people that I'm around, are they there right now? Or are they trying to get me there? Or are they holding me back?" You got to be completely honest with yourself. That's the first thing. And if it's not where you want to be, it's like, "Okay, it's time to find a new friend group." Try to find people to be around that are going to pull you up. Doesn't mean have to get rid of your existing friends. You can still be friends them. That's awesome. But the key is like, if you really want to reach something and get there, you got to be around the people who think the way that you want to think, right? That's a big part of it. And secondly, if you're looking at it from your kid's standpoint, man, I mean, my big "aha" this weekend is just like, no matter how hard I try as a parent, the most valuable thing I can do is probably not me trying to teach them or coach them. I mean, obviously, I got to set a good example and do the things that I believe are right. But I think bigger, so I was like, "Who are the people that they're going to look up to? Who are they going to be around?" Because by default, our friends pick their friends, and sometimes they pick friends that are probably not the right friends for them, right? But if you can help facilitate and find the right friends, how cool is that? And the one thing that was really cool, I saw Matt Maddix, that's Caleb's dad, who kind of facilitated this whole thing. And it was really cool because he was there with Caleb and Caleb's friends, the one thing he told me in passing, he said, "I want to be able to mentor my son, so a part of that is I have to get to know my son's friends." He's like, "I try to be a mentor to my son's friends because I want to make sure that they're good people too." And so, all Caleb's friends we were hanging out with, they all love Matt, and Matt was coaching them and helping them and ... It was just so cool to see that. I'm like, "Oh, I got to be better at that. I need to become friends with my kids' friends. I got to be mentors them. I got to coach them. I got to help them because they're probably more likely to listen to me than their own parents, right?" Because I don't know why, but that's just how people work. And number two, it's like if I want to help guide the ship for my kids, helping guide their peer group is a big piece of it as well. So anyway, I got so many good lessons from this weekend. I wish you could see the way that Matt and Caleb and this friend group do, Matt's trained all of them. He's like, "If you're with somebody, if you're in a room with somebody, great. You need to ask them questions." And so, people are asking me questions about everyday, question after question after question. Went to sushi dinner, and it was like 500 questions in an hour from all the friends and all the people. But not only was it with me, it's like when went to the homeless people, and I remember there was a lady who was in a wheelchair, and first thing Matt does, he says, "This is my son right here. What advice would you give him?" And then, you ask questions like, "Man, you're out here living on the streets. It's got to be hard, but how do you keep your positive?" And I watched him drill this person, asking five, six, seven, eight, nine questions to this person who ... I wouldn't have thought to ask that person questions. It was so cool to watch them do it, and then watch that person light up and give feedback and inspiration. And I'm watching these amazing people out there who are teaching my kids about God and about Jesus and about hope and about faith and about the problems that got them there, and their dreams about how they want to get out of it. And it was just such a magical experience. And I watched Caleb and Matt and all the friend group there as they went to every single person they met. Like with the waiter or waitress in every restaurant we went to, he was like, "Hey, this is my son here. What advice would you give them?" or like ... Oh, it was so cool to see. I wish I could have captured it all and put it in a bottle for you guys. But anyway, those are some of the lessons. Those were some of the things I saw that were just powerful, that were really, really cool. So anyway, like I said, I'm probably going to go deeper and do some longer form podcasts, kind of going more on some of these principles and stuff, but these are the gifts I want to give you just a top of my head right now, while I'm still thinking about it, that had such a big impact on me, on my kids. So today, as I meet people, my goal is to ask more questions. There's so many cool things you can learn from everybody, especially the servers, the people around you, people that work for you, people you meet on the street, people you meet at a grocery store. I mean, they're asking the clerk checking us out. He was asking questions to the clerk. "How was your day today? What's going on? This is my son. What's the best piece of advice you could possibly give him?" Like to everybody, and I was like, "God, this is so cool." And I start watching again, Matt starts to sing, then I watched Caleb do it, and I watched Caleb's friends do it. I'm looking at this group of kids, and I'm like, "Man, these guys are progressing so fast because they're getting everybody's best tips from the millionaires they meet to the people who are living on the streets and a million people in between." And it's just like, man, how much of a shortcut to success is that than trying to go and learn these lessons on your own? Asking questions. So anyway, it was amazing. I want to thank Matt and Caleb for hosting me and the kids. It was such a great experience. With that said, I'm going to get some work done because I got to go fly out and wrestle here in a day and a half and got a lot to do before then. So with that said, I appreciate you guys. Thanks For listening, and I'll talk to you guys all again soon. Bye everybody.
16 minutes | May 17, 2021
Same Product: One $2 Million, One $40 Million
The strategic thinking between the $2 million earner and the $40 million earner. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Hey, what's up everybody? This is Russell Brunson. Welcome to Marketing Secrets Podcast. It's a Saturday. I just got done working out. While I was working out, I was thinking about something that's crazy. I have two friends that have a very similar product. One of them is very proud because I think they made $2 million from this product, which is amazing. Two Comma Club winner, yes, let's do it. The other friend did $40 million this year, and right now we are trying to acquire his company. And what is the difference? That's what I want to talk about here on today's episode. All right, so I set this up in the intro, but it's crazy. Two people have the exact same product. One, $2 million in sales, which is very amazing. One did $40 million in sales. So what is the difference? Both the products are the same. I'm not going to give you guys too much detail because, come on, you're my funnel hackers. You could go and try to find him and search him out. Look at the funnel, look at all the things. So I don't want to give you the answer, but I do want to give you the question that's hopefully going to get the wheels in your head spinning. What's the difference sometimes between a product that is $2 million and a product that's $4 million? Both are good, but if you're going to be doing the work anyway, you might as well have the one that does $40 million. Did I say four? I meant 40, $40 million. And so it's interesting because if you saw both the pages, both the funnels, both things, you'd be like, "Oh yeah, it's the same product. They're probably doing similar things." In fact, my friend, whose product did $2 million, has been doing this game longer than I have. He understands the business and he understands everything. It's not like he's a rookie mistake. It was just a little different strategy. That's it. The strategy he executed the product on was different. And what's crazy is that the $2 million friend does not know that my $40 million friend is thinking $40 million for the same product. They probably think that they're on par, they're doing similar. But it's crazy, and all it was, was a different strategy. And so that's why, if you think about it, I spend so much time trying to get you guys thinking differently. Not so much, here's the answer, because then it's like, here's the tactic. Go copy it. And I could do that. I could show you guys the funnel that did $40 million. And it's cool and you'd say, "Here's the tactics." Then you'd be like, "Oh, I don't know how to make that work for myself." I remember at one time, this is pre-ClickFunnels, I had a chance to interview my first mentor. His name is Mark Joyner. And in the interview, I was asking some questions and I asked him, I was like, "What advice would you give someone like me?" And this is, again, before ClickFunnels. He said, "The biggest thing is right now, you are very good at the tactics. You're very good at, here's the thing, I'm going to do the thing, and you kind of do it." He said, "What you're not as good at yet is you're not as good at understanding the overarching strategy." And he's like, "The difference between where you are now and where you want to be is you have to become more strategic of a thinker," however he said that. I think he used a big word that I can't remember, but conceptually I understand it. And at first, for a long time, I didn't understand. What does he mean by that? I don't get it. I'm confused. But if I look at these two businesses I'm talking about right now, one of them is very tactical. Boom, did the thing, great video, great sales copy, upsell, downsell, the whole flow is in place. The other person, same things, but his strategy was a little bit different. The way he sold this product was different. And it wasn't a big shift. It wasn't a big change. It was just thinking strategically differently. And so that's what I want to help you guys with today. I talk obviously inside of our community about funnel hacking and looking at things and modeling. But sometimes it's more than that. Sometimes it's more than just looking at someone who's doing it and modeling the process. It's looking at what a lot of people are doing, a lot of people in different industries. One of the mentors I learned from initially a lot is a guy named Jay Abraham. Some of you have heard of Jay. And what he was really, really good at was he was really good at not just looking at his industry and saying, "I'm selling insurance. How are other people selling insurance doing it?" He'd say, "I'm selling insurance. How are people who are building houses doing this? How are people who are dentists doing this?" And he would look at different industries. I remember when I was first learning from him about the same time that Mark Joyner asked me my tactic versus strategy question. I was listening to a lot of Jay Abraham's stuff at the time and I noticed that he'd be like, "Hey, I had a client that was in this industry over here and I didn't know how to help him, but I saw a guy in this other industry doing this, and so I brought that over and modeled it and boom, we blew up the company." And I think, for me, a lot of that started happening. In fact, it's one of the reasons why I feel like I'm a good coach nowadays, because so many people in my market in how to start an online business market, they're really good at starting businesses in the how to make money on the internet market, so that's what they teach. Whereas my passion and my focus for the last decade has been, how do all businesses use this stuff? I respect every business is different. There's tweaks and there's changes, but I look at so many of them. Because of that, because I have a chance to look at businesses all over the place, a lot of times they're applying planning strategies and I'm just like, "Here's what everyone's doing. Here's what's working." It's like, okay, nobody's seeing this, but in this market over here, somebody is doing that thing. Here's the tweak, here's the change, here's the idea. So my friend who has the $40 million business versus my friend with the $2 million business, it was just a strategy change. It was just my friend doing $2 million was doing what everybody else was doing and my friend doing 40 million just saw a different way. He's like, "Hey, everyone else is pricing this way. Everyone else is structuring their funnel this way. What if I made this little tiny tweak? What if I made this little shift?" And it's just a positioning shift. Literally, it's just shifting the positioning in the pricing strategy just a little bit. And from the same amount of effort now, one of them, $2 million, one of them, $40 million. And so I want you to thinking about that, looking, keeping your eyes open. This is the time to start developing your thinking muscles as you're looking at other people are doing. How are people selling things online? How are they selling them offline? What TV ads? What are you seeing when you're listening to Spotify? What do the ads say? What do the landing pages look like? Just keeping your eyes open for a bunch of stuff, even if it's not something that's in your market, because that's what a lot of times these big strategic ahas are going to come from. My friend doing 40 million didn't get that from the market he's selling his product in, because nobody's doing it. I don't know exactly where he got it from or if it just came up off the top of his head, if he saw somebody else doing it, but it was just a tiny, little strategic decision that now you look at 12 months of effort, both of them buying Facebook ads, both from driving traffic, both moving JVs, both moving all this stuff. One equals two, one equals 40. So anyway, again, my goal with this is not to give you the answer and give you the tactic, but to open your mind up to more strategic thinking, looking different, looking bigger, looking at other places, looking around, looking at what other people are doing, not just in the industry. Inside of that is where you start finding some of the big ahas, the big change makers, the big things that shift these things from $2 million to 40 million. So it's pretty cool. Anyway, if and when we purchase this company, I'm sure at that point would share with you guys some of the stuff on how it works and stuff like that. I'm just not at liberty, obviously, to share that because I'm under NDAs and everything. But it's just fascinating. It's really, really cool how a little shift like that can change things. So with that said, my job and my goal right now is thinking the same thing. With ClickFunnels, we're at this big transition point. Something crazy is happening with Funnel Hacking Live. I can't tell you about yet. I was going to say, you guys are going to die when you see it. And so, because of that, I have this window to make some strategic changes and differentiate in pricing and a whole bunch of things like that. So right now I'm spending a lot of time thinking about that, because I could just shift into doing what we're doing, which has worked and it's worked at a high level. But, is there something different? Is there something better? What are other people doing? We literally went and had everybody we could find search for different SaaS platforms and companies in every industry you can dream up. We end up with a Trello board with, I don't know, 200 or 300 different SaaS products. SaaS stands for software as a service, which is what ClickFunnels is. And so we've gone through and seen all those, and now we're signing up. We're looking at the prices, looking at thousands and thousands and thousands of these things. I had a chance to go see Tony Robbins about a month ago, and I was asking him, "Hey, if you were me and you're at this level and at this level, what would you do?" And he said, "Two things." He's like, "Proximity is power. Get around people who have already done what you're trying to do." And that was the first thing. And then number two was modeling. So I've modeled people that have done what I've done, but who are the people that are bigger? So, for me, I'm looking at Salesforce, I'm looking at Shopify. I'm looking at, who are these companies that are worth billions of dollars, tens of billions of dollars, hundreds of billions of dollars, in some cases? With Shopify now, it's crazy. What are they doing differently? What am I missing? What are the pieces that I didn't understand that they understand? I think about Shopify, their shopping cart platforms, they're great. I love them. But they're not worth, in my mind, 144 times or whatever worth more than we are. But they are right. And why? Because strategically, these are the things I'm wondering. How do I get proximity to him and people who've worked with him or people that understand? If I want to get that level, I've got to think like the people at that level. And so, how do I expand my thought process? How do I get myself thinking differently? And it's getting around people who think that way. I think a lot of you guys, and this is true for me as well, when I got in this business, I thought differently, and I started getting around these people who had these big visions, I was like, "Oh my gosh." And by being around them, having proximity around them, my vision started getting bigger. I started thinking bigger. I think some of you guys hopefully have felt that when he came into my world and maybe you were just trying to make a quick extra buck on the internet, and all of a sudden you get in this thing and all of a sudden you're like, "Oh my gosh, I could win Two Comma Club. I could change the world. I could start a movement. I can help people." And hopefully I've expanded your vision and proximities around that. That's why you guys need to be at Funnel Hacking Live. That's why you've got to plug in things we're doing. Because I feel like a lot of people in our community, I’m a few steps ahead, because I've been doing this for two decades now. And so my job is to keep pressing forward. I was talking yesterday to our Two Comma Club X students and I was talking about how I'm planning on reopening my inner circle but I'm also starting a new Mastermind group called Category Kings, which is for people who are between 10 and 100 million. And I said, as soon as I get to a billion dollars, I'm going to be opening another one that's helping people who are at the $100 million level get to the billion, but I'm not there yet. I haven't made $1 billion yet. I'm more than halfway there. So I'm working hard. But as soon as I get that, as soon as I cross the $1 billion mark, then I can have something where I'm going to be like, "Hey, for those of you guys who are at $100 million, let me show you the next tier. Let me show you what we did to get to the $1 billion." And so I'm trying to stay a couple of steps ahead and then taking people and pulling them up to the next level. And so, for me, I'm looking ahead like, who's already got to $1 billion? What did they do differently? What are the changes? What are the tweaks? What is the mindset? How do I strategically think differently? Because, for them, it's easy. Right now it's funny, because for some of you guys, the thought of winning Two Comma Club awards is this huge thing. Whereas right now, any idea that I had, if I was to execute on it, if it hit Two Comma Club within the first 30 days, I would think I failed. But it's just because I know the process, I know the path. It's not confusing or hard or difficult. It's like, "Oh, here's what you do. Boom, boom, boom, a million bucks." And so it's really a simple process at this point. And that's my job, is to try to, first off, inspire you guys, help you understand that, teach you, train you, give you tools and things. But it took me two decades to master all the principles so I can do that really easily. But now it's easy. So everyone wants to get to Two Comma Club in their business. I can help you because I've gone that path. And so, for me, I want to get around the thinkers who have hit $1 billion. That's simple. I was talking to someone who's friends with this dude who has sold seven or eight companies for $1 billion so far. Seven or eight times, this dude, it's like winning Two Comma Club awards as they go. Another Three Comma Club, another Three Comma Club. That dude thinks differently than me. I don't know what he's thinking about, but I want to figure that out. I've got to get around him. I've got to think differently. I've got to be strategic. And so, anyway, these are some of the things I'm working on and hopefully it helps you as well. So find the people that are the tier above you, where you want to go. Get around them. Surround yourself with them. Learn to think like them. I think a lot of times we all have this problem where we think our job is to try to get the people around us to think like us. It's like, no, no, no, no, no, my friends. That is not the goal. My job is not to get the people around me to think like me. My role is to find people I aspire to be like and to learn how to think like them. That's the difference. It's similar, this is not to get religious, but I think it's funny, for me, my beliefs are there's an all-knowing God. So there's a God. He's all-knowing, all-powerful, and what people try to do is they try to bend the will of God. Well, God should believe this, and we should believe this, and tries to shift our thinking. They want God's thinking to match what we believe, it's like, no, no, no, no, no. That's not how it works, you guys. The goal is not to try to shift God's thinking to match ours. The goal is to figure out what does God think and then we think like him. And I think that sometimes our ego or pride or whatever tries to shift to the other way around. And so it's true in that sense, but it's so true also in this business sense where it's like, find the people who are already what you want to do, you aspire to be like, and find out what they think and think like them. Don't try to bend their will to yours. Because if you go to me and you're broke and you're like, "I'm going to teach Russell how to get Two Comma Club. This is the way it should be." I'm like, "No, you're dumb." You can get smart. That's the cool thing about it. You can learn these things, but you're wrong right now. Because I've done this a million times and it's not that hard. Let me just show you how to it is." And so I think it's humbling ourselves. It's getting ego out of the way. Finding people a level up above us. Strategically syncing with them and then learning like they learn, believe what they believe. Think what they think. And that's the goal. So anyway, there you go. I hope that helps you guys. I love this game. I love this business. It's so much fun. So much development, so much growth, so much learning, but only if you're willing to change. So be open to it. It's worth it. As smart as you are and I am and we all are, there's always somebody who knows more than us and it's cool and exciting to be open to that and to go search for it and learn from them and try to get to the next level. So with that said, have an amazing weekend, you guys. Wherever you are in the world, I appreciate you. I see you. I know you're working hard. You're trying to create your dreams. You're trying to create your dream lifestyle. You're trying to help other people. I see you. I respect you. Grateful for you guys doing that. And if you don’t have your tickets yet for Funnel Hacking Live, what are you waiting for? The party is starting. I think we're at $2 million, $3 million. I don't know. It's an expensive event to put on. So I'm putting out on huge party for you guys. I'm spending millions of dollars to entertain and educate you. You should just be there. Don't miss it. Go to funnelhackinglive.com and get your tickets now. With that said, I appreciate you all and I'll talk to you all again soon. Bye, everybody.
38 minutes | May 12, 2021
From my Dad: Protect Yourself from Creditors and Predators
A late night conversation with my dad about how entrepreneurs can protect their personal assets. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com Also, don’t forget to check out bookease.com ---Transcript--- Hey, what's up everybody. This is Russell Brunson. Welcome back to The Marketing Secrets Podcast. This is actually a really cool late night edition. I'm at my house right now. It is getting close to midnight. I'm hanging out with my dad, who's in town and we're talking about business and some stuff and folks who know my dad, he does a lot of business structuring and accounting and stuff for a lot of the funnel hackers. In fact, almost everybody who joins the Tacoma Callbacks Program eventually ends up getting my dad to set up their books and their company and everything. So he's a lot of experience with a lot of our entrepreneurs, and we're talking about protection and how to protect yourself from creditors and predators. And not only from a business standpoint, but from personal standpoint. And so we thought, hey, while we're sitting here talking about this, we might as well record a podcast. Now, I don't do a lot of podcasts that are interviews, which is kind of fun having my dad here. And I'll also state that I'm not a lawyer or I'm not giving you legal advice, something you should definitely look into yourself. If you do want help structuring these kinds of things that we're talking about. My dad and his company is available to help that. And we'll talk about that kind of at the end of this podcast. So with that said, we're going to cue the theme song, when we come back, I'll have the chance to introduce you to my dad. All right everybody welcome back. Like I said, we're excited to hear tonight, at the kitchen table, all of the kids are finally in bed. And my dad and I are talking about business and excited to have him here and kind of share some really cool things with you guys. Things that a lot of times, as entrepreneurs don't think about, we think about creating things and selling things. And a lot of times we don't think about protecting ourselves. And so that's what people like my dad do is help us with those kinds of things. So, we can keep selling stuff, keep creating stuff, not ended up losing a lot of the things that we've earned. Anything from houses to your money, to all sorts of stuff. And so that's what we're talking about tonight. So, dad, how are you feeling tonight? Ross Brunson: I'm feeling really good, Russell. I appreciate you giving me the opportunity to chat with you and with your audience tonight. I think it should be fun. Russell: Yeah. So, what we're going to start with is I know in the past we've talked about protecting your business, and how you structure entities. I know you do that for a ton of people in the ClickFunnels community, a lot of funnel hackers and things like that. I don't even know how many of our people we sent your way. I know that there's been a lot, but I'm curious, like just with all the people that you're working with, you're setting a business, people thinking past just their business structure and think about the personal stuff or just kind of the business stuff typically right now? Ross: Well, most people, when they contact me, they're interested in protecting their business and that's understandable because they're just going into business and there's a lot of roadblocks out there, a lot of pitfalls that they can step into. And so they come to me and they talk to me about what type of business should I have? Should it be a corporation? Should it be an LLC? Should it be some other type of entity? And we go through and we discuss that. And we like to discuss things with our clients, we point out three major points that we like to address as we are talking to them about their businesses. One, we like to make sure that the business that we helped them, set up around there, the structure we set up around their business. We want to make sure that it gives the best liability protection to the individual. The second thing is we want to make sure that it's easy to operate in. You don't spend all your time working on the business and not have any time to sell your products to people or develop customers and things. And the third thing we like to look at is to see if there is some sort of inherent tax savings ability within the entity that you might be able to take advantage of if you find that you are starting to make a lot of money in your business, and you're spending a lot of money in the taxes. So those are the things we've kind of discussed over time with a lot of your clients. And it's been very well-received, and we've helped hundreds of your internet marketing... Russell: Entrepreneurs, super nerds, whatever we want to call ourselves. Ross: Whatever you want to call yourselves… Russell: Funnelhackers! Ross: set up their businesses. Russell: What's funny is that, and we've told this in other times we've talked publicly, but like when I first started my business, I think I'm like a lot of entrepreneurs where we get excited, we start selling things. And then for me, I'd been selling things for like a year and a half or two years. And we were at a family reunion and I was telling my dad, like "I'm making money, selling things on the internet." And he was like, "So, who's doing your books?" I'm like, "I don't know what you're talking about?" "Who's paying taxes." I'm like, "That's the cool thing on the internet. There's no taxes. You get to keep all the money." And he was like, "But you have to pay taxes, Russell." So, my dad came up and started to help me structure things way back. And it's almost 18 years ago now, which is crazy. But I think a lot of entrepreneurs come into our coaching programs or come to ClickFunnels, and all they're thinking about sending out was, which is how do I sell something? And so it's been nice as so many people who are selling things, you're coming back and like, "Okay, it's restructuring", getting your business in place. They actually having the right kind of business where you're not getting taxed nearly as much. And all those things that typically we don't think about when we're getting started. We're just excited to try to sell stuff. And so let's call that you're doing the business structure. And I think the second side of it, and this is something I didn't realize until my business started growing, right, is just the legal liability, not only to your business, but also to yourself personally I don't think I would ever believe that people sued other people until like my business started growing. And I literally have full-time legal counsel now because people through ClickFunnels, people are suing ClickFunnels clients that comes to me. There's just all sorts of stuff. And so I'm more and more aware of it all the time. And I think that's, what's fascinating we're talking about tonight is I think a lot of people have structured their business to protect themselves. A lot of them haven't thought about it from the personal standpoint yet. Protecting their personal assets as well. And the personal assets can be a lot of things. Do you want to talk about some of the things that those could be, because it could be anything like all sorts of stuff. Ross: Yeah. As you're saying, people spend a lot of time and effort protecting their business assets, but they don't think about their personal assets. When I say personal assets, I mean, things like most people have a savings account. Some people invest in money market accounts or they'll purchase CDs from banks, or maybe they'll set up a brokerage account and purchase stocks and bonds and mutual funds and things, maybe they're into Bitcoin. Russell: Yeah. Bitcoin Ross: Then... Russell: Buying cryptocurrency, we're buying Russell coin and all sorts of stuff. Ross: Right. And so people buy those things and are they also purchase homes and cars and boats. And then they create businesses. And a lot of people like to purchase rental real estate. And they do this and this is great because this is how they grow their family wealth. But the problem is, is that they title everything in their own name when they do this. Personally in their own name. Russell: It's interesting, because I sit at my big point count with all my personal name. And then we recently company ones and it's way harder to get a company one set up, because my guess is most of you guys have your Bitcoin, especially if you're using a Coinbase or Gemini or one of the big crypto things. You're probably, at least if you're like me, you just set up on your personal name, could you even think about it? You're like, oh, this is way easier. Anyway. So yeah. I'm guessing that most of us, including me have done this incorrectly at the get go. Ross: Yeah. Russell: So, the question then I'd add is, okay, so we've talked about a particular business, but like what's... It will say I have this stuff, I have my cryptocurrency, I've got my house, I got my car. I got my things, all my personal name. Why is that a problem? Why should I be concerned about that? Ross: Yeah. That's a very good question. If you think about it, if you have everything titled in your own name, it belongs to you personally and they call those personal assets and unfortunately personal assets can be taken from you. For example, let's just say, one day you're driving down the freeway at freeway speeds. Maybe you're at 65, 70 miles an hour and somebody or something distracts you for a mere second and you look away and you're dealing with this and you look up and you find that all the traffic in front of you is stopped and you don't have enough time to put on your brakes. And bam, you hit into the back end of this car at 65 or 75 miles an hour at that type of an impact, he's going to probably hurt the guy's back, break his back or snap his neck. Russell: 13 car pile-up. Ross: 13 car pile ups, yeah. And so at that point in time, let's say it was a serious accident. Let's say there was a neck broken or a back broken. And the person became paralyzed and could no longer work for the rest of his life. And in that situation, he's going to have a lot of medical bills right up front. And then he's going to have to have round the clock care the rest of his life. And the amount of money you have for your insurance policy on your cars is not going to be enough, no matter how much you have to take care of that. And so if one of those things were to occur, the courts would want to find out if you own any assets that they can take from you and give to this injured party to compensate them for that injury. And so let's say this person's files his lawsuit against you. And it looks like he's going to be able to win. The courts are going to then give you a list and say, we need you to list out all your assets for us. Russell: Give us your Bitcoin now! Ross: Do you have a savings account? Well, yeah, I guess I do. Do you have bank CDs? Yeah, I got some of those. What about money market accounts. Yeah. I got some of those. You have a brokerage account with stocks, bonds mutual funds? Yeah. I got some of that. Bitcoin? Yeah, I got some of that. Russell: Do you have a boat, do you have a car? What do you got? Ross: What do you got? Boats, cars, all these things, and you're telling them and the judge is going good, good, good, good. Russell: Now we know what you got. Ross: Now we know what we've got. And so he says, this guy is going to need round the clock care, the rest of his life, it's going to be extremely expensive and you injured him. It was your fault. So we're going to take all these personal assets that you own that are titled in your name. And we're going to change the title out of your name, into the name of this person that was injured. And so you could lose every single thing you've been building all your life for many years, possibly just because you were distracted for a mere second while traveling down the freeway. Russell: This is the reason why everyone should drive Teslas because Tesla's have auto drive, which would solve that problem. But we're not selling Tesla's tonight, but it's not just that like, it could be all sorts of things, right? It could be a car accident. It could be somebody sues you for a million things. They took one of your supplements that you sell and it got them sick. It could be... I mean, there's a million different things. I mean, the number of lawsuits that happen nowadays is insane. And people try to sue you over everything. So it could be as ridiculous as like, I didn't like your tweet, you posted the other day, as dumb as that is, people can sue you for that stuff. Or they didn't like the way you respond or whatever it is. I'm curious do you know how many lawyers do we have nowadays? How many lawsuits are happening on average? Ross: Yeah, I have some statistics actually… Russell: This makes me want to cry actually. Ross: The US financial education foundation and they have done a study. And they say that it's estimated that there's over 40 million lawsuits filed every year in the United States. And that you asked about the number of lawyers, they say that the average number of lawyers exceeds over 1 million lawyers in our country at this point in time. But if you take that 40 million lawsuits and let's say just divided it by 365 days a year, I mean, that's Saturday, Sundays, holidays. It would still come out to 109,589 lawsuits filed each day in the United States. Russell: Looking at per state, you're looking at that divide by 50. I don't know the math, but that's a lot. Yeah. They're coming after you. So, my question is, and it's fun that very first time my dad taught me this stuff. And the very first event I ever did, what is that, probably 17, 18 years ago, first time I ever did an internet marketing event. My dad came and gave a presentation and he titled his presentation, creditors and predators. And so the question is how do we protect ourselves and our assets from both creditors and predators, people who are coming after us? And I want you to understand too, like, it is insane. The amount of frivolous lawsuits, like the bigger you get, the more you're going to get. I get frivolous lawsuits. They come to us, they're just insane, where you're like just people literally trying to find money. I'll give you a good example of one is somebody signed up for ClickFunnels, And when you sign up, it says, hey, you put in your credit card, and then it says, if my billing doesn't go through, a credit card fails, please text me so that my service doesn't get interrupted, and they type in their phone number. Somebody did that. They signed up for ClickFunnels account, put their credit card in, put in their cell phone number, clicked little check boxes said, "Yes, text me if my credit card fails", it turns out they put in a credit card that was like one of those throwaway ones. And so the first bill went through, but then 30 days later, the bill didn't go through. So our system fired off a text message like that to, they got this text message. And then they filed a TCPA law case against us. And we got sued and it costs me $20,000 to fight this one lawsuit. And we won because the person who checked the box, but cost me 20 grand to fight it. Okay? And that was like one text message was sent and anyway, so it's insane. People can see you for anything, even if it's complete fake. That person that we found, Larry, find the person who did that. And they filed like a thousand TCPA cases a week or something like that. Just because they signed for everything, putting their cell phone number in and they're suing everybody. So like, there's people like that. These are the predators that are out there that are trying to do these things. And it happens to me more often, the bigger we get and it's insane to me, which is why we have legal counsel and we have these things, but I just want to put that out there because most guys you might "Oh, that's never going to happen to me", but as you start growing your business, it's going to happen. And so you got to start thinking about these things now, and protecting yourself now, because the bigger you get, the bigger target you become. Ross: Right. And so we want to be able to protect our assets and you might ask, "Well, okay, how do we do that? I understand protecting my business assets. I can go ahead and set up an LLC or corporation to protect my business assets. But how do I protect my personal assets? What am I going to do? And how is it even possible that I could protect those types of things?" Well, there was a very famous statement by Nelson Rockefeller. I don't know if you know the Rockefeller family, they're the ones that started standard oil, they're some of the major families in the world. Russell: Rockefeller Habits is an amazing book if you guys haven't read it yet. Ross: Yeah, and so they've made lots and lots of money. And of course, as they, just like Russell said, as Russell started making money, people started suing them. Well, same thing happened with the Rockefellers. They started making a lot of money and people wanted it and they started getting sued and they were losing. And they were losing their assets because people were suing them. And so they finally it came, it dawned on them and they made this really interesting statement that I think everybody should know and understand. And they said basically the secret to success is to own nothing but control everything. Russell: I like that. So, that's awesome. The secrets to success is to own everything or to own nothing, but to control everything. So how does somebody like me? How would we do something like that? Ross: Okay, great. Well, we do that by using another type of an entity. We talked about corporations and limited liability companies for your business assets, but there are really nice entity types for your personal assets. And one of them would be called the limited family partnership or limited partnerships. And so they call them nickname, and kind of limited family partnerships because families set these things up all the time they're used in estate work. if you're trying to set up a way to pass on your estate to your children and your grandchildren, the attorneys will use a limited partnership to do that. That's one of the main functions of it, but it can come into play and help us out here when we're trying to protect our personal assets. And so how can it do that? What characteristics does it have that allows it to do that? Well, the first characteristic comes from the way our laws define the term person. Now, Russell, if I was to ask you, "Who's a person? What's a person?" What would you say? Russell: I’d say human being with a brain and a heart. At least a heart. I don't know. Some of them don't have brains. I'm not going to lie, just kidding. Ross: And they’re still currently alive, right? Because if they were dead, they'd be a corpse. So, that would be a person. And yeah, that is actually a good definition of a person. But our laws say, "Well, that's not quite right. In our opinion", they say, "We feel a person as a corporation. We feel a person as a limited liability company. We feel a person has a limited partnership. We feel a person is a trust. And we feel a person as a living, breathing individual, that's alive here on this earth", so they greatly expand the definition of a person. Now, the interesting thing, when they do that, they expand that definition they have a little twist in there that's really beneficial to us. That twist is they say, "Even though you created this person, and even though you control this person a hundred percent, and even if this person owned any assets and those assets generated income, and that income you take and use for yourself, even if all those things are true and happens, that person is not you, it's someone separate and distinct from you." And this person can... Our laws give these artificial people the same rights and privileges that you and I have as individuals. They can have their own name just like we have our own name. They can have their own EIN number, which is similar to our social security number. They can hold title to any type of property that you can think of. They can open up savings accounts, money market accounts, Bitcoin accounts they can do all these things. They can, if someone's bothering them, they can sue that person under their own name. So they can do all these things in their own name. And so because of that fact, we are able to utilize these characteristics of a separate person from us to be able to provide liability protection for our personal assets. Russell: You're saying the characteristics of limit of these people sound like my own kids, except for you said that you can control them, and then they have to listen to you. So it's kind of like a teenager, except for you have no control over your teenagers. They don't listen to you. So, very similar. Ross: Yeah. So how can we use these characteristics to own nothing but control everything? Well, first off, as we mentioned, we'd like to create a limited family partnership that we can control. Remember, we control it, we create it, we control it, we reap the benefits of any income returns, so we do that. And then what we would want to do is transfer the title to your savings account out of your name and into the name of the limited partnership. Remember we said, it can open up its own bank, account savings, account money, market accounts, and things. If you have any money market accounts, you'd want to immediately change the title into the limited partnership, the name of the limited partnership. If you had stocks and bonds and mutual funds and a brokerage account, you'd want to shift those over into the name of the limited partnership. If you have bank or a Bitcoin account, what do you call those, wallets? With the Bitcoins in. You'd want to change the name into the name of the limited partnership and not your personal name. And by doing that, now this person owns those assets and you don't, you no longer own them, but as I mentioned, you control them. And if they make money, the money belongs to you, but that person is not you. So, that fact that that person is not you. How is that going to help you? Well, let's go back to that accident we talked about traveling down the freeway and you're distracted and boom, you hit into this person. And now the courts are asking you to list your assets. And you know that you've wisely beforehand, titled all these assets into the name of your limited partnership. So, now you look at their list that they're wants you to fill out for assets. And they're saying, do you have a savings account? No, I don't. Do you have a brokerage account? No. Any money market accounts? No. Any bank CDs? No. Bitcoin accounts? No. And you're answering truthfully because they're under our laws those assets do not belong to you. They belong to this other person that's not you. Russell: You control that person though. Therefore… you can ride in the boat whenever you want to. Ross: That's right. Exactly. And so the nice thing is, is if you think about it, in that accident we talked about, it was you driving the car that caused that accident to occur. Well, was your limited partnership in the car with you? No. Did the limited partnership distract you in any way while you were driving? No. The limited partnership teach you how to drive a car? No. Did limited partnership manufacture the car? No. That limited partnership didn't do anything to be involved in that accident, to cause that accident to have occurred. It has done nothing to cause that to happen. And because of the fact that that's the case, that person is innocent in the eyes of our laws. And so a court cannot go. through you, the person that caused the accident to this other person, who's not you, and was not involved in the accident and take that person's assets from them. They can't do that. So, all of a sudden, now you have a very safe place to title and hold title to your personal assets that a creditor, or predator can not get to no matter what you do in your personal life, but it's even better than that. It's also protected from anything you do in your business life. Because as an LLC or as a corporation, they had that veil of liability protection that keeps this creditor or predator that's suing your business from going through the business itself to the owners and taking their assets. So it's protected from anything you do in your business life, anything you do in your personal life. And so, as a result, you have a probably only place that you can have to have this type of protection for your personal assets. Russell: So can limited family partnerships be sued? Ross: That's a very good question. Can they be sued? Because if they could be sued all those assets you're titling there could be taken, right? Just like if they're in your name and you injure somebody, they can be taken. So can they be sued? Well, if you think about it, when it comes to a person or a business being sued, there's only about four reasons why a lawsuit can occur. One, if a person creates a product, and sells that product, and the person buys that product and it's injures them, then that person could Sue the business. Or let's say that the business was a service business, it was providing services for people. And they paid for those services, and then down the road felt that they were injured somehow or another, they could Sue the business. Or let's say if the business gave out advice and people took that advice and something happened and they felt they were injured. Well, if they did that, they could sue that person or that business who gave out that advice. And the only other way the business could be sued is if that business or that entity partners up with someone else, either another living, breathing individual, or even another artificial person. And the two partners got mad at each other and wanted to sue each other, then a lawsuit can occur. But the way these limited partnerships that we create are set up, it will never provide a product ever. It will never provide a service to anybody. It never gives out any advice. And the only person it could ever partner up with would be you and no one else, so… Russell: you can’t sue yourself. Ross: You can't sue yourself. Russell: At least you shouldn't. Ross: And so as a result, there's no way it can be sued. It's just a kind of a silent partner that holds title to all your possessions that you can control and reap the benefits from that cannot be sued. And so those assets cannot be taken from you out of that limited partnership. Russell: Okay. So, set up limited family partnership, we put our assets, we put our things into that. Then what's the next step? What do we do with the assets and stuff after they're in there? Ross: Okay. You would do like you would do if you had them titled in your own name, let's say you had a savings account. Well, as your businesses are doing well, you're receiving excess money out of your business over and above your normal monthly expenses. You most likely want to create a savings account. So you'd create a savings account in the name of your limited partnership, and you started funding money into it. Maybe down the road that's growing, you're feeling good about it. And then maybe you'd say, "Well, a money market account may give me a little better interest. So I'm going to open up a money market account as well. So I'm going to start pumping some money there." Then may be one day you're in the bank. And the banks manager says, "Look at these great CD rates we've got. You ought to purchase a CD, a bank CD", and you look at them and you say, "Well, yeah, that's pretty nice, better than I can get some other places. So yeah, I'll invest in some bank CDs." Russell: When you're on Facebook, and you're like, "Everyone's talking about crypto. That's got to be the greatest thing in the world." Ross: Right. So you would set up your crypto account in the name of your limited partnership and you start funding these things, all these things, that you're going to grow your wealth in are all going to be titled in the name of this limited partnership. So, in essence, what happens is that limited partnership becomes your family bank. This is where you hold your wealth. This is where you grow your wealth in your family bank, in this safe environment where people, they can't sue you if you injured them personally, and they can't sue you and take those assets, if you injured them in the course of your business. So that's what we would want to do is start funding these things, creating our own family bank, where we can then grow those funds. Now, as you're growing those funds, there's another benefit to it. Not only do you have a place to store your money and grow it, but most entrepreneurs that I've found they find something that they like and they set up a new business and then down the road, they say, "Well, I see 10 other businesses. I'd like to get involved in." Russell: Shiny object syndrome. Ross: Yeah. I'd like to get into e-commerce or man I'd like to get into rental real estate or man there's all these great things I can invest my money into. And I'd like to do some of that. And so let's say that you want to get into rental real estate. And you start looking at properties, and you then say, "Okay, here's a house I'd like to buy", but then you look at your personal assets. Well, do you have a savings account? No, because it's titled in the name of your limited partnership. Do you have money market accounts, brokerage accounts, anything in your name? Well, no you don't because you don't own those things anymore. So they're all owned and controlled by your limited partnership and it's controlled by you. So you had that money growing in there. And let's say that you're sitting there thinking to yourself, "I have the money to buy this rental real estate, but I would sure like to do it if I had the money." Then you could look to your family bank, which now kind of becomes the investment arm of your business, because it's going to say, "Well, I have the money I've saved all this money. I have the money available to purchase this rental real estate with." And so the limited partnership says, "Let's partner up together and I'll put the money in and you use the money and buy the rental property and we'll share the profits 50/50." And so now you have another stream of income flowing towards your limited partnership besides what you personally contribute to it. And so now you're going to have a chance of growing your wealth at a faster pace than what you would have done normally. So it not only becomes your family bank, but it becomes the investment arm of your overall business structure. Russell: Very cool. And they can use that to invest in all sorts of stuff like you said, from real estate, they can do it in Bitcoin, they could do it in a new business opportunity. They could do it in Funnel Hacking Live. They could do it in some secrets books. They could buy one funnel away challenge. They could buy all my products, my service, I’m sure that’s be the best thing they could invest in. Ross: Well, yeah, you've got a good track record there. Russell: The Inner Circle, if I ever open it up again, Two Comma Club Coaching Program. Anyway, I don't know if that's legal advice or I don't know if that's investment advice, you have to ask your legal authorities, but anyway there's a lot of things, obviously, you can use start investing money in to start growing your wealth portfolio over time. Ross: Right? Your family wealth. So it's a very wonderful entity type that can protect you and give you that confidence in that feeling of safety, knowing that your personal assets are also protected, not just your business assets through your LLC or your S Corp or whatever, not only are those protected, but also your personal assets are protected. And that's a great position to be in. And knowing that even if I slip up, accidentally, people can't get to those assets. So, anyway, it's a great way to take care of your personal assets. Russell: It makes you sleep better at night. I think that's one the biggest things I found over the last five or six years is just the more ways we protect ourselves, the easier it is to sleep at night knowing you can keep moving forward and keep fulfilling your mission and doing what you're called to do. So, all right. So my question for you next, and then we'll kind of wrap after this is for those who are listening to this, that's awesome. I need that. Or maybe they even like step back and they're like, "I don't even have my business structure, yet", so kind of both sides. If you're like, I'm a new entrepreneur, I don't have a business yet. Or if like I got my business stuff structured, I think that's correct, but I’d like someone to look at it, or number three is like, I want to do this piece of it. I need to get my personal assets protected as well, which I think a lot of people haven't done that step yet. Obviously, this podcast isn't about giving legal advice, but I noticed something that you do for a lot of people, a lot of people in our community, if someone wants to have your help getting any of these things kind of set up, what's the best way for them to get a hold of you? Ross: Well, a lot of people will find us by going to our website, which is www.bookease.com. So, that's B-O-O-K-E-A-S-E bookease.com. And on there, you'll see a picture of me. You can click on that and it'll be able to take you to my calendar. And you could then schedule a time on our calendar for us to speak. Or my email address is very easy. It's just Ross@bookease.com. So you can email me and say, "Hey, I'd like to talk with you". I will then send you a link to my calendar and we will then set up a time to talk with each other. So, either my email address, or bookease.com, the website address. Russell: Again that's B-O-O-K-E-A-S-E.com. And I want to say something, I want to say two things. Number one is I don't get anything for telling you about this other than my dad's awesome. And he's helped so many people in our community, so I don't get paid for this. But number two is my dad always undercharges on everything. I keep trying to get him to triple his prices. So just there's not someone who's going to do a better job with this for you, and honestly, at a cheaper price. So someday I'm going to convince him to charge what he's worth. And then none of you guys were able to afford him, but just kidding. But like, in all honesty, like everyone always inside of the Two Comma Club Coaching Program everyone in module one, they go get their business set up with my dad and they always come back like "He explained all this stuff to me I never understood before. And it was so inexpensive!" So it's like, yeah. So it's amazing what he does. And it'll help you guys get, again, your limited family partnership set up if you're looking for that. Or, again, if you're getting your business just started and you need that stuff set up as well. You also, if they don't have bookkeeping and there's a whole bunch of things, you can help them kind of get set up in their business, which are all good. Ross: Yes. Yep. We'd love to chat with you. And I'm the one you'd be talking to. I like to spend a good hour with each new customer and we talk about the strengths and weaknesses of entity types which one is best for them under their certain circumstances. And so we pretty much tailor make our programs for each individual. Russell: Yeah. So, take advantage of that you guys. It's an amazing service and yeah. Go to bookease.com and get started. So, dad, that said, thanks for hanging out tonight with me because that was fun, but second of all, thanks for sharing this piece of, I think, as we were talking about before we started recording, there's just so many entrepreneurs who haven't even thought about this, and usually when you think about this is when it's too late. And so it's good to kind of get this in the forefront of people's minds and help them to be aware of it and get it structured and set up, because not that hard to get it structured. And then you have it as protection makes you sleep better at night and someday when you need it, you've got it. Ross: That's right. You want it set up before the lawsuit hits. Russell: If you get in a wreck, don't call my dad up like, "Help, quick." Yeah, now is the time. That's awesome. Thanks dad. Thanks everybody. If you guys got value from this episode, please take a screenshot of it post on Instagram or Facebook or wherever you do your social stuff and tag me in it. And also all your other entrepreneur friends who are just like me and you who are chasing all the shiny objects, building businesses, and even thinking about how to protect ourselves. Let them know about this episode, so they can know about limited family partnerships. They can know about my dad. He can help them out as well and get your stuff set up and protected. And that way you can just worry about really doing what's most important in your business, which is serving your audience. But getting these things set up will make you sleep better at night and help protect you longterm. So, thank you, dad. Thank you everyone for listening and I will see you guys on the next episode of the marketing secrets podcast. Ross: Yes. Thank you. Appreciate the chance to be with you today. Russell: Go to bookease.com. Let's go! See you guys.
38 minutes | May 10, 2021
My PRIVATE Interview with Tony Robbins…
Want to be a fly on the wall as I talk to Tony today!? Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com And don’t forget to check out takethechallenge.com ---Transcript--- Russell Brunson: Hey, what's up, everybody? This is Russell Brunson. Welcome back to The Marketing Secrets Podcast. Oh, do I have a treat for you today. This week I had a chance to interview Tony Robbins, because a couple of reasons, number one, we are doing the Own Your Future Challenge that's coming up. Depending when you're listening to this, it's probably happening right now. And you can actually go sign up for that for free at takethechallenge.com. In fact, I would recommend pausing this, go sign up just so you've got it. But takethechallenge.com, a challenge about how to own your future and how to do a bunch of really cool things. And so, because the challenge is happening, and Tony and Dean are doing this with a whole bunch of other amazing people, I had a really rare opportunity to interview Tony. They said, "Hey, do you want to interview Tony for your podcast and your YouTube channel, all these things?" And of course, my answer was, "Yes." But I told him, I was like, "I don't really want to do an interview like everybody else is doing an interview. I want to do the interview based on things that I'm actually working on right now." So right now, as some of you know, I'm writing a book. My first personal development book ever. That's all I'm telling you. But a lot of what is in there, things I learned from Tony, and just principles and things I've learned from him a decade and a half ago that shifted my future and changed my destiny. And so, I said, "I want to ask you some questions that are a little different than everybody else." And he said, "Sure." I had a chance to ask him a whole bunch of really cool questions. I had a chance to ask him the difference between the science of achievement and the art of fulfillment. How can people go achieve everything, but be miserable? How can people have nothing, but they're happy? How do these things work together? These are ying and the yang, how do they work together? And I was able to ask him directly. So I asked him about the six human needs, which is one of my favorite topics of all time I think and had the biggest impact on me from Tony, and then how he gets from growth to contribution. And, oh... Anyway, it was amazing. It was so much fun. So, you guys are lucky because you're going to have a chance to listen to it right now. So, what I'm going to do is I'm going to give you the link in, go to takethechallenge.com, go sign up for the free challenge that way you'll have a chance to hear from Dean, from Tony, from me, from Jenna, from Sheldon, from Jamie Kern Lima, from Brendan Bouchard, from a whole bunch of just amazing people. It is a completely free challenge, so go sign up for it at takethechallenge.com and then come back and listen to my interview with Tony, and hope you enjoy it, it's going to be a lot of fun. And with that said we can cue the theme song. When I come back, you have a chance to hear my interview with Tony Robbins, about all the cool things I wanted to ask him. Oh, how cool is that? All right. We'll see you guys here in a minute. What's up, everybody. This is Russell Brunson. I'm here today with the one and only Tony Robbins. And we're going to be talking about a whole bunch of really cool things right now. There's a challenge coming up right out in the next... actually, it's happening right now as this is being recorded, and a lot of you guys watching, called the Own Your Future Challenge. And we'll talk more about that here in a minute, but before we do, I have this really unique and exciting opportunity to ask Tony a couple of questions. And so, I hope you guys enjoy some of the questions like I'm going to be enjoying this because he's someone I've been studying and learning from now for, man, probably 20-something years, had a chance to know you now for probably 13, 14 years, which is really, really cool. And it's not often I get to ask you questions. So, now I got you for 20 or 30 minutes. I'm excited to do that. So, how are you feeling today, Tony? Tony Robbins: I'm feeling awesome, buddy. Russell: Well, obviously the challenge we're going to be talking about more towards the end is about owning your future. This is this thing that we're trying to go towards. And especially right now, after all of the season we've all been through, where there's so much chaos and change and everything. Now it's like, okay, let's get background and let's look towards the future. But I wanted to kind of start off probably differently than some people have asked you, just because I'm in the middle of working on a book right now. And in the book, I'm trying to figure out this thing that I heard originally from you. You talked about this concept of the science of achievement versus the art of fulfillment. And this is something in my life, especially as I'm trying to own my future, and try to go this direction, I've found multiple times where I've achieved something in my life, and then expecting to be super fulfilled and excited, and having almost the opposite effect happen. I'd love to hear some of your thoughts about just those two, the yin yang between achievement and fulfillment and maybe why they're not exactly the same, and how we can have more success feeling fulfilled when we do have success. Tony: Well, I was trying years ago, I was trying to figure out, how do you really define an extraordinary life? Not just success. Success for most people, I think means getting what they want. I think fulfillment is giving what you're made for. And I think that the challenge for most people is, as we're growing up and we're developing our skill and our ability to start to master our own world, there's at least in Western culture, there's a huge push for us all to be achievers. And most of us have been so rewarded for that. I'm here on your podcast because of it. You're doing podcasts because of it. We both have managed to pull that off. But as you've discovered, as you're now, what, 41 did you say? Russell: Yup, 41. Tony: You're 41 years old. There's a stage of your life where you start to wake up and go, "It's not enough to just be successful. It's not enough to just be financially free." You know, I know that sounds crazy to someone who's not there yet, but you don't have to wait until you're financially free to have a sense of fulfillment. So, what I propose to people is that life requires two master skills. Skill number one is the science of achievement, which means the ability to take whatever you envision and make it real. Turn the invisible into the visible. To me, that's a spiritual process. But how do I go from, I have this idea, to living that idea or delivering that idea to millions of people around the world? To me, that's science. And the reason I say that is science is because it's duplicatable. If I want to make more money, I can go, as I did, interview 100 of the smartest financial people in the world and find out exactly what they did. And they all did different things, but there are certain universal patterns that I did in MONEY Master the Game, and Unshakeable, and so forth. And when you understand them, if you sow the same seeds, you reap the same rewards. So, in the financial world, it's a science. That's achievement. If you're looking at your health, it's a certain amount of science, meaning we're all biochemically unique, right Russell? But everybody has certain fundamentals, and if you violate them, you're going to have dis-ease or low energy. If you align with them, you're going to have an abundance of vitality, energy, and strength. So, that's science. But fulfillment is an art. That's why I said, there's two skills. The science of achievement, which you can duplicate and learn, and I've taught for decades, and you have as well, you did an extraordinary job of it. But then, the art of fulfillment. And the reason I call it the art is because it isn't a science, because it's different for every single person. That's why most people miss out it. First they miss out on it because they're so focused on achievement, and they think that's going to fulfill them. But I ask your audience, even yourself, think of something. You and I have talked about this before. Think of something you've achieved that you worked your tail off to achieve and then you achieved it, and then your brain said, "Is this all there is?" Or worse, how about something you achieve and you really were happy about it, but how long did you stay happy? You made this incredible achievement, took you years to get to. Were you happy for the next five years because of it? Russell: No. Tony: The next year? The next six months? The next three months? The next two weeks? Russell: The next morning you wake up? Tony: Most people are somewhere between three hours and three weeks maximum before they go right back to where they were because the brain adjusts. It adjusts because we're not made to sit around and just be fulfilled. We're made to grow. And so, the great part of achievement is it causes you to strive for growth. The problem is, people just keeping the hamster on the wheel, trying to achieve more, and they aren't making sure along the way they're fulfilled. So, I believe these are both critically important. If you ask me honestly which one's more important, it's fulfillment because success without fulfillment is the ultimate failure. I mean, I interviewed 50 self-made billionaires, the smartest financial investors in the history of the world for MONEY Master the Game. I did it over two and a half years, and about maybe 12, 13 of them are really good friends now. And I can tell you, out of that group of 50, and this is zero judgment, maybe four of them are happy people. Now, you go, "Oh, see? Money makes you unhappy." No, money just magnifies who you are. If you're mean, you have more to be mean with. If you're giving, you have more to give with. It doesn't change anything. But these people, they're not bad people. They're brilliant people, but they're so brilliant in one area and they miss the fulfillment side. To see one of these men arguing with his wife and kid, because they bought some jewelry that I think was around $2,500 and the guy is a multi, multi billionaire. He couldn't spend all his money in all these years, and yet he's got conflict in his own family because of his mindset. There are some people, for example Paul Tudor was with me the other day and he was talking about a neighbor of his, I won't mention a name, but the guy's in a $40 million home, he goes over with his young son, this was a few years ago Paul did this, and the guy has his own grass tennis court. And Paul said, "I've never seen that." Paul's a billionaire, one of the smartest financial people in the world. And bottom line, he goes, "Your son opened one of the can of balls." The son I think was like five or six or seven at the time. And the guy went crazy. "Get all those balls. When you open them up, they lose their pressure. That's $298." And Paul's like, "Bad boy. Okay, I'll give you the $3." So, some people, it doesn't matter how much they achieve. They're not experiencing the fulfillment. And it's more people than you would think. That's just an extreme example to get people's attention. So, my whole thing is, the art of fulfillment is finding what lights you up. And it's different for everybody. Now, if you can find a way to achieve and be fulfilled, that's pretty awesome. But most people get so caught up in achievement, they miss that other side. You think about the guys, the first Apollo astronauts that walked on the moon. I mean, you got to think about these guys. Imagine you're with 100,000 people competing to be an astronaut walking on the moon. And then it's down to 10,000, and then it's 1,000, and then it's 100. And then you're up in the space capsule with this rocket structure in back, and no one knows for sure who's going to make it, and you make it to the moon. You walk on the moon, you come back, you make it safely. There's a ticker-tape parade for you in New York City. You shake the president's hand. Now what do you do for the rest of your life for adventure? Russell: You can't match that. Tony: You're 34 years old or 35, I can't remember what they were, but I think it was 34, 35 years old. I got to interview three of them later on in life. Almost all of them ended up with drug and alcohol problems. And they talked about it quite openly, because they forgot to find adventure in a smile. So, they've got this one big achievement. And how long does that last? It's historic, but the emotion of it is not the same as the years go by because we're made to keep growing. What makes you fulfilled is growth. Do you want to know what makes you happy? It's called progress. Progress equals happiness. If you're making progress, even if you're not there yet, you're going to be lit up. Your weight isn't where you want it to be. But sure enough, you decide to start on a process and you're starting to feel better physically. You lose a few inches and you feel some energy and momentum, you're lit up. You're the ideal weight and you just stay there, no progress, doesn't feel very alive. So, we have to find a way to make progress. And it's different for everybody. Some people find it in music. Some people find it by serving in a non-profit. Some people find it with their kids. But you got to find what lights you up. And again, it's different for everyone. Russell: I'm curious, people who started going through this, the Own the Future Challenge, they're going to be given a very scientific, here's the steps to have success in one area of something. What would be the biggest thing for them, or just one thing they could anchor themselves as they're going through that, to make sure that they're not missing the fulfillment during this journey they're going through? Tony: I think it's helpful to think of this in sequences, because it's hard to be able to write and do everything. You know, if you're doing really great in your business, often you're not taking care of your body. Or if you're doing good in your business and your body, often your relationship doesn't get enough time. Or your relationship's doing great, you don't spend enough time with your kids. If your kids are doing great, often some of your finances aren't straight. So, it's the nature of the human being to focus on what they're good at and miss the others. But you know, I love studying different philosophies. Philosophy, or even religion, if you step out of it, what is religion designed to be? And there are many great religions around the world. I'm personally a Christian. That's what I believe, but I don't tell people what to believe. But whatever you believe, it's designed to guide you to create a greater quality of life. And regardless of what I may subscribe to, I like to learn from every philosophy because we're all human. I go to India usually about twice, well, about once every two years I take a group of people there and we go to a place called Varanasi. It's one of the oldest cities in the world. It's like 3,800 years old. And what's striking about this location is, the people come there because they believe in their religion, in the Hindu religion, if you die in Varanasi, you go to heaven. You don't come back. Their idea of hell is coming back and reliving everything, right? Rebirth. And so, they have this experience, when somebody dies there, they believe that they don't come back and they're so happy to die in Varanasi. They’ll crawl there, people are dying there. I tried to save a lady. I was actually helping a lady who was being helped by the Mother Teresa group, and she was angry because she wanted to die. What do you people do, messing with me? And then they carry the bodies there and they burn the bodies. They've been burning bodies 24 hours a day. There's wood stacked about five story high, and then those ashes of the person are put in the Ganges. And no one cries, because they see the body burning as, the teacher is gone and now the spirit is free. So, I tell you that because you don't have to subscribe to something to say, "Wow, that's fascinating, no pain in death and you have this total trust in the universe or God or whatever term you want to use for it." But they also have what they believe are the four aims of life. And they think about them in a sequence. And I think it's sometimes useful for people. So, if you want to jot them down, the first one in the sequence is called Artha, A-R-T-H-A. It's one of the first aims of life. And what it really is, is security and prosperity. And so, if you don't have security and prosperity, it's really hard to enjoy the central parts of life for any extended way. It's really hard to feel your sense of purpose when you're worried about whether you can feed your family. It's really hard to feel that highest spiritual sense. It doesn't mean you can't. It just means it's harder. And so, the Indian culture understands that. And instead of saying, "This is bad or not spiritual," they say, "Finding your prosperity, your security, finding the way to do useful work that you feel good about, that you know is helpful, but also gets you to an economic place where you're prosperous is one of the first aims of life." And then, when you get that automatically the other dimensions start to open up. Now, you don't have to wait, but it's useful to remember, that is where we start. That's where I started, it's where we all start. How do I make sure my family's taken care of? We didn't have enough money for food when I was a kid. So, this was an obsession for me at an early age. I want to do so well, we don't have to worry about that stuff. But it's not non-spiritual. It's about saying "This is part of life that is anchoring in the science of achievement." Think of it that way, right? But then the next level is called Kama, K-A-M-A. And that's pleasure. And it's like, okay, now that you have security and prosperity as a base, and it's strong, you don't have to wait till then, the next thing you start developing is enjoying more of life. Pleasure is the driving force of life. You've got to find what gives you pleasure. And I don't just mean sensuality. I mean, it can be art, it can be music, it can be serving. It's all the different textures of life, because without pleasure, life's pretty dead. So, instead of going, "Oh my God, what am I going to do?" It's like, "Okay, let me go to this challenge and figure out how to get my security and prosperity down. Let me think of a new vehicle. Let me figure out how to get money chasing me instead of me chasing money." That's really what this challenge starts out with. And then the Kama side is like, "How much can I enjoy along the way while I'm learning? How much can I enjoy learning? Just the experience. How much can I enjoy building this business from the very beginning or taking a business there to the next level?" That's part of what Kama is, is finding the pleasure in the expansion and the appreciation of life. And then, the third level is what you and I have probably most focused on, would be Dharma. Dharma is like, "Okay, I've got so much security and prosperity and I know what gives me pleasure in life. And I've found useful work." It's like, "Okay, what's my higher purpose? What is that deeper purpose for me at this stage in my life?" And a lot of people overvalue this because they've tried to make it something huge. You know, for me, my purpose is... I used to have these long mission statements. "The principle of life is to be the most passionate, playful, outrageous, enjoyable, generous giving example of God's grace, as I serve millions of people over the..." Now it's like, "How can I help?" You know? Because that's really what it is. When I'm serving, I feel alive. So, the number one question I've got is, how can I help? Whenever someone's coming, that's the question. It's a burning question and it's a beautiful question because it brings joy and love to me and to them because most people are happy to have some help from somebody who sincerely cares. And it's not like I have all the answers. It's just, I have a lot of them because I've made it 61 years and I've traveled to 150 countries around the world and dealt with tens of millions of people. So, I'm fortunate because I’m not going to be an idiot, I should have ways to be able to help. So, it's like finding what is it? What is that way of life that is true for you at this stage? You've got enough security and prosperity and of pleasure. What's it all about? And then, ultimately it leads to what they call Moksha. And M-O-K... Moksha. M-O-K-S-H-A, I believe is how they spell it. And that's your unity with God. Now, does that say you're not unified with God at the beginning? Of course not. It's just like, there's a point where that really becomes the priority in somebody's life. And in their view, yes, you work on all four of them, but you are going to in the beginning, put more focus on securing your life and getting so you're not chasing money, money's chasing you and you have freedom for your family, right? You're going to, in the beginning, you'll be more focused on hopefully enjoying the pleasures of learning and growing and expanding and building something so you don't miss out. And then, you certainly want to figure out what your purpose is, but again, most people are trying to make it so big so they'll feel significant, when really it's just what lights you up. And if you do all those things, it leads to a greater connection to the universe, God, whatever you want to call it. So, even though I'm not Indian, and I'm Christian, I still think that general philosophy is a helpful way to look at your life, and also keeps you from beating yourself up. Because a lot of us are pretty hard, including you, Russell, I know you really well, on ourselves. We expect ourselves to do everything perfect, every moment, every time. And life is a journey of growing. I always tell people, "What makes you successful? Good judgment. Making good decisions. What does good judgment come from? Experience. Where does experience come from? Often, bad judgment." That's how you learn, right? Russell: The circle. Tony: What I've tried to do in my life, was take the bad judgments and the good judgments and say, "Let me compress decades into days and share with you so you don't have to learn by trial and error, show you the shortcuts to those things." And that's what I've done with all of my events and books and challenges, and everything else that we do. Russell: Oh, so cool. Okay. The next question I going to ask you about, because the first UPW I came to was in Toronto. I'm really bad at years, but probably 12, 14 years ago, something like that. And at the time, I had had some level of success, but there were a lot of times in my life where I felt like I was doing this personal development, trying to grow and I was trying to contribute. I was going through growth and contribution, but sometimes I felt like I had my foot on the gas at one moment and my foot on the brake at the other time, and I'm spinning around, and I'm just like, "Why am I not moving?" I was so frustrated. And one of the tools that you give at UPW, that was for me, probably the first big aha I got from you, and I've had so many since then, but it was the one that was the paradigm shift where I was like, "Okay, the student's now ready to listen to everything you're saying." And that's when you start talking about the six human needs. And I looked at it because I was looking at growth and contribution, which are the needs of the spirit. And these are the things I was focusing on, like how do I grow myself? How do I contribute? But I kept falling back because of the needs of the body or needs of the personality, those four needs. And because I didn't have those things in order, or were out of whack or they would be for a little while organized and I could go over here, but then something would happen. I'd slip back into them. And those kept me from progressing until I learned how to manage those things and get in a spot where my needs were being met. Then I could go and focus on growth and contribution. And I think in this challenge, people are going to be inspired to start doing growth and contribution, but I don't want them to be like I was, where I had the foot on the gas going forward the foot on the brake. I would love if you could talk to us a little bit about the four needs of the body and how we can take care of those, to make sure that we're able to actually go and focus on growth and contribution. Tony: Well, it kind of ties in a little bit with what I was just sharing, I've just got to get it to another angle, but you're very astute in this area. So, for people that don't know, early in my life, early, I don't know, maybe 10, 15 years into my career, I've been doing it 44 years, I remember I traveled to more than 100 countries and I'd started seeing the same patterns. Obviously, when you go to Asia, there's different values. People value the group more than the individual. Saving face is critical in Asia. It's very different in America, right? So, I noticed those differences, but what I noticed no matter where I went, was you saw the same problems, the same arguments, the same problems in relationships, the same issues with people's bodies, same financial issues. And I began to realize, while we do get conditioned, our goals, our dreams, our desires may come from some of our conditioning and our life experience, but there are certain inherent needs that all human beings have. And I came up with six, not from a book, just from seeing people and then playing with it back and forth until I could see that I could cover everything that human beings really do. And so, the bottom line is, I found that certainty was the basic, fundamental human need of all human beings. The need to be certain you could avoid pain, and that you could have ideally some pleasure or comfort. Think of it as certainty/comfort. We all want that because without certainty and comfort, we have pain, we have continuous pain. You got damage, continuous damage equals bad. So, it's actually survival instinct. The difference though, is I started, as I went through these six needs, I started seeing everybody has them. But as I will describe them to you really fast, there is a difference. And the difference is how you value them. For some people, certainty as the number one thing in life. If you change anything, they get upset. If you move things on their desk, they freak out. You change the time, they freak out. That's an example of certainty. Some people get their certainty by doing the same thing every day. Some people get certainty by trusting God's going to guide them. Some people get certainty because they've screwed up so much in the past and they still came out finding a way, and their brain goes, "I know I'll find a way, but I don't know what it is." Some people get certainty by smoking a cigarette because they're all stressed out and they take a breath, when they breathe in, it makes them comfortable and certain, right? Even though they're killing themselves. Some people get certainty by eating food for comfort. So, everybody has the need. The only two differences in human beings are, what's the order of importance for you that's going to completely change your direction in life? If you're certainty driven, you're going to be moving this direction away from the challenge. If you're uncertainty driven, meaning it's higher value for you, you're going to be going straight at it. And direction determines ultimate destination or destiny. So, once I know your direction, I know where you're going. I know what challenges you're going to face, I know what opportunities you’re going to have. Okay? So, the difference is, different orders and different rules. Some people, I got to do the same thing to be certain. Other people, I've just got to trust in God and I'm certain. Right? Very different. Some people work out to be certain. They get that strength in their body, they're ready to rock and roll again. We restored their certainty or their comfort. Some people eat to do it. Some of these ways you do are neutral. They don't affect you either way. They're just okay. Some actually have a negative impact, like smoking a cigarette. Some have a positive impact, like let's say trusting in God perhaps, if you believe in that, or working out certainly does. All right? So, the second human need though, outside of certainty is uncertainty, just so your audience knows. Uncertainty, variety, we all need surprise. I ask people at events, "Who here loves surprises?" Everybody raises their hand and says, "I." I say, "Bullshit. You like the surprises you want, right? The surprises you don't want, you call problems." But we need some variety, we need surprise to feel alive. Too much variety, people freak out. Too much certainty, people are bored out of their mind. So, are you in the lukewarm middle? No. You got to learn how to use both. Third human need, the need for significance, the need to feel unique, special, important. Everybody has it, including the people saying, "I don't want to be significant." What they're really saying is, "I don't want to be judged. I don't want anybody to be upset with me if I'm significant." Right? But some people get significance by working harder than anybody else. Some people do it by studying the Bible or Bhagavad Gita or whatever. Some people get that certainty by way of how they dress or their tattoos, or some people do it by money. Some people do it by being more generous. There's a million ways you can be significant or important to people or to feel needed. We all have the need. The only question is, how do you need it, and is it number one, two, three, four, five, changes how you're going to end up in one. Fourth, the need for love and connection. Everyone wants love and connection. Everyone needs it, whether they want it or not. Most people settle for connection because love is just too scary. And then, those first four needs, as you know, are the needs of the personality. We all need certainty to survive. We all need variety to feel alive. We all need some feeling of significance. And we all need some feeling of love. When a person feels completely insignificant to anyone, and unloved, that's when they start thinking about checking out. That's when someone will consider suicide, where there's no compelling future for them. So, these needs are critical, but almost everybody meets them. Somebody meets the needs by smoking and then tearing other people down. You can feel important by making other people less important. If I move you down, I have the illusion I'm moving up. It doesn't really work long-term but it works for the moment. Sugar feels good for the moment, long-term it doesn't feel good. So, you can meet your needs in positive ways, neutral or negative, but everyone finds a way to meet their needs to some extent. But the ultimate needs that you described were five and six. You got to grow to feel alive. We grow or we die. Like I just said, progress equals happiness, right? And we grow so we have something to give, because if we contribute in a meaningful way, we feel more alive. So, a lot of people jump on and go, "I want to grow and give, grow and give." Which is, there's zero wrong with that. I think it's fantastic. But like the example I gave you from India, your certainty is often tied to your access to food and shelter, and a quality of life, and maybe a certain amount of income to provide for your family. Right? So, yes, you do need to honor those, but everyone's different. Some people value love as the number one thing and they move in this direction. Some people value significance, and they go in a different direction, because the more you demand significance, the less love you usually get. Right? Because people have been pushed off by it. If somebody wants totally certain, they go in one direction. If they want variety, they go in a different direction. Again, direction determines your ultimate destination or destiny. So, when I know which one are your top two, I know how your life is going to turn out. And then I ask questions to find out, what does it take for you to feel significant? Do you have to make a billion dollars or pray to God and feel the connection? Walk out and go for a run by the ocean and feel the universe with you. Everyone has different ways. Once I know what you want and how you go about getting it, I know your opportunities, I know your challenges, and I know how to coach you. So, your question though, was... to be specific, I had to give that context so everyone knows what we're talking about, is, okay, I want to grow and contribute because those are the spiritual needs. Those are the ones most people miss. That's what makes you most fulfilled. But I still got to do these other four things and they're really easy to do. So, I think of it as saying, "Find your vehicle, find what's going to give you that economic security and idea, and economic independence. Again, when you're not chasing money, money might be start chasing you. That's an important part. You have to work your off and refine it. Science of achievement. Along the way, make sure you find the variety, the pleasure of the uniqueness of everything you're doing, and stopping and bringing it in. Every morning I do a process where I think of three things I'm most grateful for and I experience them fully, and then I think of a blessing and send the blessing to all my family and friends. And then I think of what I'm going to accomplish next. And that sets up plenty of that variety and certainty. Significance. You know, the most significant thing to me is love. But it's like, what am I doing that matters? Let me do some things that matter today. Love. What can I do that's kind? The fastest way to love is to give love, right? Fastest way to kindness is give kindness in a world where the world is pretty divided now, but it's still pretty magical when somebody does it authentically. So, it's not hard to meet the first four needs. Growing and contributing. That's where you're going to feel the most fulfilled. So, when people go through these challenges, what I always try to do is, I don't just give them the skill, I give them the emotion to follow through because otherwise you can know what to do and not do what you know anyway. So, that's kind of the way I try to balance it. Again, science of achievement and art of fulfillment, and just be aware of them both and focusing on both instead of just one. Russell: Yeah. Oh, I love that. I think for me, it was interesting because I noticed that when I was struggling to contribute or grow, it was because something was out of whack. I wasn't getting my love and connection or I wasn't feeling significant or something wasn't in place. And when I got to the point where I could figure out, okay, here's ways to make sure that I'm feeling these needs in a positive way, not a negative way, then it takes that pressure off. And I was like, "Now I can go grow. Now I can contribute. Now I can do things." I've noticed even nowadays, if it gets out of whack again, it's like I got to make sure all these things are spinning and I can go back and I can show up at a level that I can't when these things aren't running the right way. Tony: Yeah, that makes total sense. Russell: Yeah. Cool. My next question, this is going to kind of transition a little more to the challenge now. Obviously, a lot of people who are in your world and my world, they're coming because the growth, right? They're learning and they're learning, and they're growing, and that part's so much fun for all of us. The growth part is addicting. And I think that's why people love reading books and going through courses and all sorts of stuff. But I know for me, the real growth didn't come from me in this growth phase where I was learning stuff, it's as I started contributing and started helping other people. For me it was, I was starting my business, I was teaching other people. And that's when I first started to really connect with that contribution and that part of it. I know that that's one of the big things that this challenge is about, is getting people from a growth phase to, now how do you contribute? How do you take this knowledge and these ideas and the things that you're developing and learning, and how do you use them to serve other people? And I'd love for you to talk just a little about that transition, of how we transition from a growth mindset to, here's how I can contribute with these gifts that we've been given. Tony: I think the challenge is called Own Your Future Challenge, that we're doing. And it's myself and Dean and an army of just great friends of ours who are smart. The focus here is execution. It's not just about more learning and growing in this one. It's like showing you, you've got some knowledge. Someone you care about, bless you, has knowledge and you can take that knowledge and bring it to people in a world, even when it's shut down. I mean, my business, I've got 80 companies plus now, but my core mission with my business is Robbins Research, where I did my events and I've done my events. I mean, they literally, they made what I did illegal because the size of it. I'd do minimum, it'd be 10,000, most of them 15, 12,000 people, somewhere in that range. And all of a sudden, they made it illegal in every country in the world that I wanted to go to. Australia, London, Italy, France, everywhere, America, all over the place. And so, I had to figure out what to do. But I've got to tell you, I'm reaching more people now, and I'm doing it in a different way. You know? So, the tools to be able to reach people all over the earth, I mean, four billion people are on the internet now and we're going to see another two billion join over the next five or 10 years. Almost 50% more people are going to join the internet. The size of the marketplace of people you can serve is unbelievable. But you have to be able to get the skills and you got to get yourself to execute. A lot of people, as you said, get addicted to just the learning experience, which is the aha moments, like, "Oh my God, I understand that. That makes sense. Oh, I can change the world with that." But you know, I was very lucky, Jim Rowan was my original teacher, the personal development speaker. Some of your listeners probably know his name. He's been passed away for some time, but he used to always say, "Tony, don't let your learning lead to knowledge and become a fool." He said, "Let your learning lead to action." And he'd tell you to become wealthy. And to him, wealthy wasn't just money. It was like an extraordinary life. It was living life on your terms. It was life that was full of joy and happiness and fulfillment and meaning and economic freedom. And I think that's what we're really looking to do with people in this challenge, is show them the tools to execute. Yes, you can have the excitement of learning all this stuff and there's no charge for the fricking thing. It's these challenges, my last one I'm going to do this year. I did two this year. But I wanted to do it with my friends because I wanted people to have a vehicle. A lot of people don't have that first Artha. They don't have a vehicle for prosperity and security. And they're looking at a world where the world's changed, it's upside down and it's not going to go back to exactly how it was. Some things will return, obviously. But a lot of them aren't. And so, your job is to figure out, "What am I going to do now?" And so, where are you going to figure that out? So, we decided to bring the best people we know together to show you and show you how to use technology to do things in minutes. When I started out in this business, I mean, it took months to pull off. But literally the technology can do things for you today, as we all know. And so, I'm very excited about we're going to be able to offer people. But in a few days, they're not just going to have more knowledge and excitement, they're going to have perhaps a business or at least the beginnings of a business. And maybe even be online starting that out all in the few days of the challenge. So, that's the difference I think we're really focused on here, is making sure that... I always tell people, knowledge is not power. Knowledge is potential power. Execution beats and trumps knowledge every day of the week. That's our goal, is to get people to really each day, make some small actions, so by the end of the challenge, they're really in a place of having their business, or if they had a business, taking it to another level. Russell: Yeah. Well, I'm excited for the challenge. I'm going to be flying out to Phoenix and hanging out with you and Dean and everybody for one of the days. Tony: Looking forward to that. Russell: And I'm actually bringing my twin boys. My twin boys are 15 years old and I'm trying to show them how to control their future. So, they're going to come and sit there and experience it. And then, we're actually going to go out afterwards with some friends and we're going to go and feed the homeless and spend some time, and just showing them some really cool experiences after the challenge. So, I'm excited for it because I'll be participating in it as a student, and also as a one of the teachers as well. Tony: I just want to say something about you too, Russell, to your audience. You know, a lot of people virtual saying, "I'm going to go feed somebody," but you do this all the time, just like I do. It's not like something you do and then tell people you're doing it. You're just really doing it. And I love that you share it. Same reason I used to never share what I did in this area. But then I start realizing it inspires people to consider something new. And we're not doing it because we're just such good people. We're doing it because it's so fulfilling to do something for someone you don't even know. It's people don't understand what that does to you, to just do what's right. It doesn't have to be 24 hours a day. And especially doing it with your kids so they get addicted to it at an early age. I really honor you for that. Russell: Oh, thanks. I'm excited. It's going to be a fun experience. It's going to be a new experience for them. I think it's going to be awesome. Well, for those who are listening, if you're watching the video, there will probably be a link down below. But if you're listening, the sign up link to go sign up for the challenge, if you go to takethechallenge.com, that's where you can go sign up for the challenge through our link. And we've got a bunch of really cool bonuses and stuff for everybody who gets involved and hangs out. But that's where everything will be at, at takethechallenge.com. And if you do that, you have a chance to hang out with Tony and me and Dean and Jenna. And I don't even know. You have some amazing speakers that are part of this, people that only Tony could bring into the world, nobody else would say yes to be part of this. He's got some amazing people who he has a chance to come and hang out with and participate and learn how to start your own business. How to start going from this, from a growth mindset to contribution. "How do I create a business that serves other people?" I think I never understood that was what business was really about until honestly, probably the last seven or eight years since I started running ClickFunnels, and I seen, when you create a business and you help other people, that contribution, you see how people's lives are changed. I'm not talking about my own. I'm talking about people who've used ClickFunnels. You know, one of my favorite success stories inside of our ClickFunnels community is a couple named Brandon and Kaelin Poulin. And they were young, 22, 23-year-old couple when they came into our world, and she's really good at losing weight. And she took her knowledge and her experience, and now they've helped over a million women to lose weight. Tony: Wow. Russell: They've built a huge company that's 70, 80 employees now. And they're changing the lives of so many people and it's one person, one person taking their knowledge, turning it into something they can contribute. And it literally, the ripple effect of that is huge. You look at a million women, that's amazing, but those women have families and kids and communities they serve. And that ripple effects keeps going out. And that's just one person. And so, you never know where it's going to turn until you take that knowledge and turn it to something amazing. Tony: You think about where we are today, because of technology you can do that so fast. Try doing that 20 years ago. Trust me, it was a very different process. So, the possibility of that kind of impact is there. So, it all comes down to having an orientation that realizes that the only way to get wealthy is do more for other people than anybody else is doing, and do it consistently. And of course, if you add that much value, you'll have value that's added to you as well. But learning how to do that quickly, efficiently, step-by-step, that's what this challenge course is about. So, we look forward to seeing you guys there. Russell: That's awesome. Well, thank you, Tony. Thank you everybody. Again, go to takethechallenge.com, get signed up and we'll see you guys live here in a couple of days. So, thanks Tony. I appreciate you. Tony: Thank you, buddy.
21 minutes | May 5, 2021
"Outwitting The Devil" with Josh Forti - Part 3 of 3
Here is the exciting final part of this special three episode series! On this episode, Russell and Josh talk quite a bit about the new book Russell is currently working on! The new book will be the first (of possibly many) personal development book that Russell has written. We also get to hear why Russell loves to write books and why he thinks everyone should write one. So listen in to the final part of Russell and Josh’s “Outwitting The Devil” interview. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Russell Brunson: What's up everybody. This Russell Brunson. Welcome back to the third and final episode from the Outwitting The Devil interview with Josh Forti. Hopefully you enjoyed the first two episodes. If you missed any of them, go back and listen to episode one, two and this is part three of three. In this one, Josh started asking me questions about my new books. Why I was so excited about Outwitting The Devil, by how I'm using this? Why I'm writing my fourth book and a bunch of other really cool things. So I hope you enjoy it. And you've enjoyed this interview series, please let me know, let Josh know. The best way to do that is take a picture of any of these on your phone, post them on your social media and tag me and him and let us know what you thought about the episodes. Thanks again, you guys. I appreciate you all for listening with that said, let's queue up the exciting conclusion of the Josh Forti, Russell Brunson Outwitting The Devil Podcast interview. Josh Forti: Okay. I want to do this because we're talking about all these amazing books and I don't know, this is probably like two, three weeks ago. Maybe it's a little bit longer that. You start hinting on Instagram about this book. And I'm like, "Oh my gosh. There's another book? What could it possibly be?" And then last week I'm out here and you started telling me about it and what it is. Russell: Showing you the deal. Josh: It's not a marketing book. It's the next piece and it's your first ever... And I don't want to spoil it for them. I'm going to say it's like your first ever take at personal development. Talk to us about this book. When's it coming out? How did this come about and the details of that, because I'm super, super excited for it. Russell: I think it was my only, hopefully. But I said that about Dot Com Secrets too. Josh: I don't believe that at all. There's going to be a trilogy for... Russell you're going to be writing books till you die dude. Russell: I don't know. Writing is so painful but this one, again, it's me coming back. We launched Traffic Secrets. The world goes chaotic and I have more time and I'm trying to just occupy my mind. Josh: Which by the way, how perfect time. My heart was completely broken when you had to cancel the Traffic Secrets event because I was supposed to speak to there. I was like, "No." But how perfect of a timing was Traffic Secrets when- Russell: There are pros and cons of it. It was really good from a selling book standpoint. It was really hard for making New York times bestseller list, which we actually hit, which I'm still freaked out about. It was tough because Amazon wasn't shipping books. Things weren't shipped, all sorts of chaos. They said books weren't essential and so like it was hard to hit lists because you'd sell 10,000 copies of books in a week but Amazon was waiting two, three, four weeks to ship them because it wasn't... The way that the lists work is, how many did you sell in retail outlets? How many do you sell on USA today? All the things. And so when you have the big push, but then some books aren't being counted four or five weeks later because Amazon doesn't consider them essential. They're not sure when they can glut. Normally it takes 10,000 books or something to hit a bestseller list. We hit over 100,000 to be able to do it. It was way harder, way more stressful, but we got it. But it was easier to sell because I had more time. Anyway, a lot of pros with that. Plus it was crazy because in the beginning of the book I talked about there's a storm coming and then literally it was like, we're in the middle it. You should give this book right now... Josh: Literally right now. Russell: I think I'm similar to you. I think a lot of people in our community where it's just like, my mind is always spinning. I can't stop. Josh: I cannot shut it off ever. Russell: It's like there's got to be something I got to be thinking about. And again, it was harder me to find stuff for me to geek out on inside of marketing and business. It was just hard to find the next... I don't know. Every level you get to, it's harder to find the next level. I'm sure there's time where Michael Jordan's like, "I can't find people to push me anymore." Where do you go? And it's just like- Josh: Yeah. Like Tom Brady in the NFL just completely dominating every team that's out there. Yeah. That's right. Russell: Anyway. So not that I'm that level or anything. Josh: Right. Right. Right. Russell: For me it gets harder and harder- Josh: Likewise. Russell: To find things. I have to dig so hard to find the gold. And so I started just looking again at some of these things. And that's when I stumble on this book and just like, every page is gold and it's like I'm lit up again. I'm on fire. Again, I talked about earlier, for me one of my highest values is ROI. What's my return on my investment. So I'm learning these things. I'm growing myself personally, but I'm feeling empty because I'm not sharing them. So it's like, "What's the platform?" That's why I'm like, "Everyone go read this." I need to have this conversation with somebody. So having Dave reading it, everybody can get to read it I'm trying to read so I can get this conversations. Then when you're like, "Hey, do you want to talk about a podcast?" I said, "Yes." You forged some of this stuff because it's in me and if I can't contribute, it seems like I'm wasting it. And so there was this, there was other things. And I started looking more and more. Right now I've got five kids. Three of my kids are teenagers now and teenagers have been way harder than I ever thought or expected. It's weird. Kids are really fulfilling, but man teenagers have been just... It's different for me. I'm feeling like I have to grow to understand myself, but to also understand them. And what I envisioned my kids as teenagers are going to be what it is, has been so much different. I think for me, at times it got me depression, sadness and these things. And I was like, "I shouldn't be depressed this time in my kid's life. This is the greatest time I could be with them but I got to shift my mind." So it was me trying to do some work on myself, to fix myself. Not fix myself, but to get myself in a spot where I could enjoy the season. And then number two is how do I serve them now at this point? Because I envisioned the way I was going to serve my kids was when my dad did. Where I was like, he drove me to wrestling practice and we traveled the world, we worked out super hard because that's what I needed and I assumed that that's what my kids are going to need and it's not. That's not what they want. They want almost the opposite of those things. I'm like, "But I have these gifts. These skills I can give you." They are like, "I don't want them." I'm like, "I can help you start a business." Like, "We don't care." I get them value money because they've always had it. It's like all these things. Every gift that I have, it's like all my unique abilities I want to give my kids, they don't want it. So I'm learning this thing of well, instead of me trying to give my kids these things that I think that were so valuable to me. It's like, I have to sit back and understand what's actually valuable to them, which is so much harder and I'm learning this process. And so as I'm going through this lens of trying to learn these things, understand them, trying to figure them out for myself and I'm stumbling upon things like this and other things. It just got to a point where I was like, "I need to write this book first off for myself." If anyone who's done it, there's this weird thing as you start reading, you start seeing connections. You don't see any other spot. I feel like God opens up insights to you. They're just magical. Like I remember- Josh: When you start writing. Russell: Yeah. Josh: Yeah 100%. Russell: You have to get deep in a topic, you have studied all these things to figure things out. And I remember the first time I really understood this is, after I finished Traffic Secrets, I wanted to reedit DotCom and an Expert Secrets to publish the trilogy. So I went back. I remember reading those books and I was like, "Where did this stuff come from?" I was like, "This is good crap. I don't remember saying this or thinking that." I couldn't remember and- Josh: Interesting. Russell: It's the weirdest thing going back and fighting things. Somehow that was given to me because that was not something that I just intuitively knew. And I feel like for me, I wanted to start the book journey because I'm searching for these answers. The premise of the book is not, "I have all the answers, let me give them to you." I'm in the season where I'm going through it again and let me share through I'm learning on this journey because I'm learning some amazing things. And as I'm sharing as I'm writing them, again these insights keep popping in and it's fascinating. So I'll be doing something, I'll be doing something and I have a doodle. I'm like, "Oh my gosh." I run to Dave I'm like, "Look at this." He's like, "What am I explaining?" He's like, "I never saw it before." New to that. It showed up when I'm in this intense time. And so it's been fun as I'm writing it because these insights are coming at a speed that they don't normally come in. Josh: And I think also- Russell: It's really funny. Josh: I think... Hold that train of thought. I want you to keep going on that. But I've noticed that as well, when it comes to reading books. Reading a book and then applying the book, those are two very different things. I have read Expert Secrets, Dotcom Secrets, Traffic Secrets. And I'm going through, I've not read the hardcover of Expert Secrets. I've only read the soft cover. So right now I'm going through and yes, two nights ago I started it and it's- Russell: You started the hardcover? Josh: Yeah. I'm going through, I'm listening to it and I'm reading it and I'm taking notes- Russell: Get the hardcovers. They're way better than softcovers. Josh: So I'm going through all this stuff. For the last four or five, six months, all I've been doing, I have no front end products of my own. I'm not building anything. All I'm doing is working with big campaigns on the backend. It's like full out stuff. We're doing stuff with cash phones. All these stuff is up and I'm going through and actually inboxed you. I was like, "Dude. People say they've read this book but they haven't." They've read the words, but it's totally different when you actually experience it. And you're watching where it all fits in and you start to see how it all clicks together. So that broke from the reverse angle of when you're writing it and trying to put it on in together is what you're talking about here. Russell: Yes. It's super fascinating. So it's been fun. I'm excited. So my goal, I'm trying to get it done by summer for it to be a launch in March. So if you published traditionally, this publishing schedule is really, really long. So if you are going to read it in March, I'd have to have it done by June. Josh: If we want to read in March of next year, you have to have it done by June this year. Russell: Yeah. Josh: Dang. Russell: So that's where I'm at. So I'm also with the first section of the book and there's four sections. Back then this month I spent the section number one and then that's where I'm at. Josh: Do we get to know what it's called? Do you have a title yet? Russell: I do. I don't want to show a title yet because I don't want someone going and- Josh: Oh, that's true. Russell: "You guys all suck." And buys those domains up and they start like SEOing me and beating me and all that stuff. But it's going to be cool. It's a study of two things. So I'll give you this part. This is the subtitle. So subtitle, something Tony Robbins talks a lot about, but it's the science of achievement and the art of fulfillment. These two things. How do achievers achieve? And then how do you actually get fulfilled? Because it's fascinating. I think- Josh: Interesting. Russell: I see my own life. I achieve something thinking that, "When I achieve this thing, I'm going to be fulfilled and happy and everything." And you achieve the thing and you're like, "I'm not happy." And you figure that achievement and fulfillment, they don't work hand in hand. It's a science of achievement, which that's why science achieves more scrutiny. It's like, "Here's a step-by-step process to get this result." I want to be state champion wrestler here's a step by step process. Boom, got it. I want to be a known American step-by-step process. Got it. I want to start a business, step-by-step. Science. It's not thinking, you just follow a process and you get it. So for me, achievements always come easy. Anything I ever want in my life I've achieved it because there's a science. I figured out. Fulfillment's art, it's different. It's not follow these steps and you become fulfilled. The yin yang of these two things. And it's so fascinating. I've been going deeper into it and seeing the pattern appear over and over and over again, all these different things. And how do you apply it to your life? And there's so many cool things in this book that don't necessarily talk about science of achievement and fulfillment but they're all in here. The patterns in here over and over and over again. So it's pulling it from all these sources and showing it to everybody, that's what the book's going to do and then how to weave it all into aspects of your life anyway. So that's- Josh: One of the things and I'm sure you'll talk about it, but will be the balance of those two things. Because it's early on in my very young career of being 27 years old, but it was all about achieve, achieve, achieve, achieve. And there's always my mom's voice in the back of my head, it's like, "Things won't make you happy." "I know mom." Russell: Yes they will. Josh: Yeah. Yes they will. And then you get there. There have been moments in my life where right now in this moment I am completely fulfilled or I'm completely content and it's just like, I don't know what could make my life better. And it's not when I achieved anything, it's not when I did anything. But in that moment, whenever I take a step back and think about that moment, I have very little drive to go achieve anything more. And there's that balance of how do I stay fulfilled and content while also being driven to go achieve. Because for me and this is something I'd wrestled with and talked to Katie about it. And I'm like, "It's either one or the other. I can't be..." And she's like, "There's always another option. There's never black and white." And so balancing the two of those and understanding that. Like you said, they don't go hand in hand. They're separate things, I think it's really important and something that I'm trying to figure out and learn. Russell: So I got frustrated about all the times I achieve something and I'm so frustrated, why do I not feel how I thought I was going to feel and leads to depression or frustration or whatever. But when you start separating these are two different things I can achieve and I want to achieve, but how do I get fulfilled in the journey or separately from it and you start anyway. It's been fascinating and learning so many cool things and it's going to be fun to start sharing with everybody. I'm going to probably start in my podcasts, start dropping more and more things then getting deeper and deeper. More of the thoughts are going be flushed out. That's the weird thing about writing a book too, is initially I'm like, "Here's what I'm going to write." I write an outline of what the book is going to be and I write chapter number one. I was like, "Now this outline makes sense. You write that one" Chapter two. And so it's like, it's this rebuild, rebuild, rebuild. And by the time it's done, hopefully we'll find out. It'll be the perfect thing that's like, here's the frameworks you need. And for example, this whole concept here, there's a chapter that's going to be taking the frameworks from this book and this is going to be the chapter walking people through this concept of faith and fear. This doodle is a rough draft. I just tell you I sent this to you today. I'm like, "This is not the perfect doodle. I saw it. I'm not going to post it down below yet because this is partially done." It's going to be perfect by the time the book's done. I'm still thinking through and trying to get it right. And making it a simple form where I can understand it and hopefully it makes it easy for people to apply. But anyway, it's pretty cool. I think everyone should read a book. I think everybody listening should set that as a goal because when you do, just the act of writing the book will change your board. And I think anyone will understand. And when somebody asks, "What are you doing?" You're like, "I'm writing a book." Josh: That sounds very cool. Russell: There's no much cooler than that. Josh: Yeah. Yeah. For sure. Okay. I know you have a hard cutoff, so I want to be respectful of that here. So I want to end with one question here and that is specifically about reading books. It's interesting. I'm pretty involved in the ClickFunnels world. Those are my people as well too. And so those are the people that follow me and that I interact with and I talk to a lot and it's always interesting when I talk to people about reading versus action. And some people have this... I feel like there's weird thought that if you're a reader, you're not an action taker, which I'm like, "That's not true. That's not how that works." But anyway, for you, if you are early on in your career, early on in you journey of building your business and your funnels and putting everything together. Do you recommend? Going back and thinking of your life, were you a big reader early on? Did you do a lot of reading or were you more action taking and looking back, would you recommend people read more, take more action? What's that balance? Because it's very easy. I know for me, I'm making time to read and then that's all I want to do. I'm like, "This is amazing." And then I'll take action. And so what's that Balance there? And what do you recommend as far as reading versus action? Russell: It's tough because some people read just because you get fulfillment or like there's- Josh: There's a good feeling that comes with reading. Russell: Comes with reading. Josh: For sure. Russell: So- Josh: It's a fake sense of accomplishment. Russell: Yes. So this is my belief. I remember when I first got started, I was reading a lot, I was listening, I was going to seminars. I remember at first it always frustrated because I was learning all this stuff and I was getting it but I had nowhere to use it and I was trying to use it all. That's why I think I launched... I can't remember. A couple of funnels by measure. It was like a 106, 116 or something funnels I launched before ClickFunnels. And that's because every idea that came to me, I was like, "I have to create something." I create this and I create this. I was creating funnel and funnel and coaching program. I joined Dan Kennedy's mastermind and they talked about, "You should have mastermind groups." So at the event I launched a mastermind group. I'm like, "You should have phone sales." We started phone sales and "You should be doing seminars." We launched a seminar. Every idea that came, I launched it. But man, I got a point where I was drowning. Because we had 8,000 things we're doing and nothing really worked. And I remember always feeling guilty because these ideas are coming to me. I'm thinking, "These are gifts from God. These are inspiration. I need to have these things." And it wasn't until... I don't remember when. But somewhere down the line, I realized that, "I don't actually have to take all these different things and do them, but I can understand them." Because I enjoy learning, understanding. So I would take them into my mind and literally put them on a shelf. I remember there's this Dan Kennedy on how to do high ticket, air exclusive program. So when we were listening to it, there's talking about franchise and this. All of a sudden, this is amazing. So I was taking it because I enjoyed the learning of it. And then I was like, "I'm not doing this right now." I'm so stretched thin, but I enjoyed the learning. So I'm flying an airplane, listening to this audio book or whatever. If I'm going to put it over here, I'm just categorizing and I put it over here in my brain. Like, "Hey. If I ever wanted to go back and do that, I know where it's at or at least put over here." So I started learning because I enjoyed learning but I didn't have to implement everything. And I've put things in these different spots. At the same time I had a very clear vision. This is definitive purpose. I had a vision. So I'm trying to execute on something I'm trying to do. So as I'm learning, when something came that crossed my mind I was like, "That's the next step. I could grab it and plug it in and I could use it." If it didn't. I'm like, "That's awesome. Put it right here. Someday I'm going to use that in future." And I talked to… James Friel and I talked about because he has a Trello board. He calls his shiny penny Trello board where anytime you have a great idea- Josh: Yeah. I have one of those. Russell: Instead of trying to implement, he puts it on his Trello boards. Keeps your ideas. I think for most entrepreneurs, every idea is like your baby, like "This is the greatest idea of all time." Josh: Yeah. I have a Trello board called Josh's brain. Russell: Oh awesome. This pre Trello because I remember getting a note card. I had three by five note cards and when I had the ideas, I put them in there, I put them there. And somebody I'm going to come back to this and I get ideas and put them there. I kept putting them there either in a note card or somewhere else. And it's crazy. And I fast forward. Man, I think it's 19 or 20 years, I'm doing this now. So whatever it is. Almost two decades. And it's really cool because when I coach people now and this is my inner circle so I have people in here I'm coaching and someone would appear on stage and they're stuck with a problem and they're frustrated. They're like, "I don't want to do this thing." And all of a sudden out of the back of my mind pops up this thing and it comes into my- Josh: Exactly. Russell: I have this thing. I'm like, "Oh my gosh. Where did that come from?" It's because I learned it. Because I read this book here, I saw this thing over here and all these things. And so I think a lot of times we have to understand that learning is fun. So enjoy it. Don't be like, "I'm not going to read because..." Reading is awesome. Read, learn, do those things, but also understand, what is your mission? Stephen Larson talked about this two funnel hiking lives ago. He called it just-in-time learning. It seems like if you are going to read the book you need... I agree with that except for this is a better pastime than watching movies. So let's read, let's study. But having your path, this is my goal, this is where I'm going to go. If you join my coaching program, we're going to talk about what's the first funnel. That's what we focus on. Don't do anything else, just focus on that. You can learn other things, but categorize them or wait until you're ready. And then as you get pieces right. I need that, I need that and figure out the next steps. I think that's how I would do the yin yang of both of those. Because I'm the same way. I'm learning so many things or study things or I find things are awesome that I'm not going to use but someday there'll be someone I come upon that that nugget is going to be the thing that unlocks something for them and they're going to super grateful. So, anyway. Josh: All right. Well man, thank you. I really appreciate you taking the time to do this. This is so much fun. We could talk for hours, but we do have to wrap it up there. We've got a little something to get to, so thank you man. I appreciate it. Russell: No worries. And hopefully all you guys, two things I want to say. Number one, I'd highly recommend reading this book and read through the lens of this. The first time I didn't know where I was going. So I was all over the place and just freaking out. But look at the lens of Faith and Fear of, I don't want to be a drifter. I want to be somebody spiritually, mentally, and physically free. Look at that and start looking at everything he talks about from this lens and just look at it as protections of you that will be there to get to the spot where you're learn 2% or how to keep yourself from becoming a drifter or if you are drifter shift yourself back. And looking at this, because it's this guide book of all the ways that the devil uses to shift you around. And when you're aware of it, man, it makes it so much more powerful. Josh: And- Russell: This is huge. Josh: The thing that I would say we didn't have time to get to it, but I would say too is understand that it's not... If you're religious, understand that there's probably going to be some things that the devil is like, "You don't need God, you don't need me." Some of the things that are going to be in there, like Russell said, 97% is good, 3% is bad. Don't let that prevent you from understanding the value and the power that's in this book because there is so much good stuff in this. And any single time that I've ever had success at anything when I look back, it follows very closely to the principles that were taught here, so anyway. Russell: That's awesome. And then wait until next March to buy my book. Josh: And I will be the number one affiliate. So hopefully you all can be number two, three, four. That's cool. That's going to be super, super cool. So Russell, thank you so much, man. I appreciate it. Love to do it again for The Book of Mormon or something like that and all right. All right guys, that's it. Russell: Thanks everyone. Josh: As always, hustle, hustle. God bless. Don't be afraid to think different because those of us who think different are going to be the ones who change the world. I love you all. See you soon. Russell: Bye everybody. Josh: See you.
29 minutes | May 3, 2021
"Outwitting The Devil" with Josh Forti - Part 2 of 3
Welcome to the second part of a special three episode series! On this episode, Russell and Josh talk about their biggest “take-aways” from the book. Russell talks about a difficult time when Clickfunnels was down and instead of choosing fear and running from the problem, he chose to have faith in his business and fight to make it better. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Russell Brunson: What's up, everybody. This is Russell Brunson. Welcome back to the Marketing Secrets podcast. I hope you enjoyed the first part of my interview with Josh Forti, on Outwitting the Devil. This episode, I'm excited, because we're going to go a little bit deeper. We're going to start talking about some of my stories, and practical applications of how I was able to use this in my past. This story I tell, I wasn't expecting to tell this. I didn't know where he was going to go with the interview questions. We got a little emotional, but I think it was good. So I'm excited to share it with you. I'm a little nervous, but a little excited at the same time. So with that said, we're going to cue up the theme song. When we come back you can listen to episode number two, from the Josh Forti interview, about Outwitting the Devil. Josh Forti: I had a very definitive takeaway from the book. You could read a million times, and keep getting gold nuggets, but what was the thing that stuck out to you, that was the most powerful of it? That caused you to literally go on Instagram, be like, "Yo, everybody read this book right now." Russell: Everyone's in different spots, so I think it's good to read this book for everyone to kind of see where you fit. Anyway, maybe I have a distorted view of myself, but I feel like I'm somebody who acts in definitive purpose. I feel like I act in faith, most of the times. So, I feel like I'm on the side. So the thing that was so powerful for me, if you look in the middle of my thing, there's two columns here, was he started saying, he asked, he's like, "When someone uses definitive purpose, does that mean they're free from you?" He's like, "No." He's like, "As soon as they're using definitive purpose." And he's like, "These are the tools I use to try to get them to become drifters." And I started looking at the list of things he uses to get them to become drifters. And I was like, "Oh my gosh, I see those patterns in my life. I see the things that are pulling me to that side as well." And it became this warning for me of like, "Okay, these are the things to protect yourself from." Because, we're not free, it's not like, I do good things therefore I'm to be good forever. It's like, no, the entire time he's trying to get you to the other side. And so for me, it was interesting. You can see some of these ones I list up here, like the temptations he uses to get someone who is free, to become a drifter. So number one, was flattery. And it was interesting, he said that the way he uses flattery, is in women, he uses vanity, and in men, he uses egotism. And I've seen that so many times in my own personal life, where with your ego and you start reading your own bio, you drink your own Kool-Aid, and you're like, "I'm amazing." And as soon as you do that, it starts shifting you from this state of freedom, to drifters. And I've seen... I've got personal friends who have let ego destroy their families, destroy their businesses, destroy their lives. And I always have fear of that, and I see myself slipping into that often. It's definitely a temptation, it's one of the things for me, that pulls me in, I'm trying to be careful of. It's funny, people always tell me, like, "I feel like you're one of the few guys in the industry that doesn't have a big ego." I'm like, "I have a huge ego." I try to be aware of it. I'm grateful for my wife. One of my buddies told me, he's like, "It wasn't for Colette." He's like, "You'd have the biggest head in the world." She's the one that keeps me focused. Josh: I feel like that's Leo with me too, a hundred percent. A hundred percent. Russell: But I think it was interesting for man, for egotism, and women, he said vanity, which is interesting too. So those are two things there. Next was failure, and he talked about failure from both sides. He said that failure can be something that actually serves you, because you fail, you see what's wrong and you read adjust, but some people go through failure, and then they slip to like, "Okay, this didn't work," and they're out. And you see that a lot. Josh: Well, and that's even here, it's learning from adversity. That's one of the key things, how do you use failure? If you're going to be a drifter, you're going to be like, "Failure. Ew yuck. I'm never going to do it again." versus a successful person. Russell: You see people all the time that fail, are like, "Oh, I tried the thing, and it didn't actually work." It's like, "Okay. It worked for 800 other people, but it didn't work for you. Maybe it was you, maybe the approach was..." It's so interesting where it's like, if... It comes back to, if you've read Jocko's book. Josh: What's Jocko's book? Extreme Ownership. Yeah. Russell: That's the thing, the failure happens, and it's like, "Oh, I going to blame it on them." Boom. Instantly you're a drifter. But if you're like, "It was me, I did it wrong. What am I going to change?" The extreme ownership, that's the shift from failure. Whereas you take extreme ownership, boom, you're staying over here, but, if you don't... And I have a problem all the time. I think something that's happened to my team, or whatever, and I want to point the finger, and it's like, "But I'm the leader of the team." But it's so much easier to point out, than point back in. And so for me, that was the one. Again, another one I noticed, when I had my failures, did I point out or in? Because if I point out, I'm slipping into drifting. Propaganda, bribes, food, sex, all these different things he was using. The food one was interesting, he was talking about, he's like, "When men and women become rich, and they have all these things, I get them through food, when they start eating and get gluttonous. And all of sudden their body gets not healthy, and then it's harder to move." And I'm sure you felt that, when you're not eating healthy, your mind gets cloudy, and all these things, it's very easy to become a drifter. And so, it's just all these tools he's using to try to get you to shift from one another. Those things were... In my time in my life right now, where I was just like, "Okay, cool. I've got walls, I can start protecting myself up. I can become more aware of it." When you're aware of something, it's so much easier to fight it, as opposed to when… Josh: Yeah. And when you're successful too, everything's convenient. And that's one of the things that he brought up in the book too. I noticed in my life, I was thinking back to when I first started, I was like, "Man, I was sleeping on my buddy's couch." For three months, and I worked my butt off, and everything like that. I'm like, "Why do I lack that drive sometimes?" Like, "Why don't I have that anymore?" It's like, "Because life is convenient." Because if I sleep until eight o'clock, or if I don't perform today, my life doesn't change at all. But back then, it did. And so when things become convenient, it's super easy to come back into that drifter mode. Russell: Yeah. A hundred percent. And that's one of the hardest thing. I think, at least for me, when I was growing up, I always thought there's a point where you made it. In fact, I remember this one time, my business was doing well at the time, we had a bunch of employees. I remember hiring this guy to come consult me on something, and he came out, and he's looking at all this stuff. And he's like, "So tell me, when was he felt like... When did you know you made it?" And I was like, "Oh, I..." I'm still freaking out. I don't feel like I made it. And I think, in my life, I always thought there's going to be a point where I'm like, "I made it, or figured the thing out." Or whatever, but I never got there. I feel like the second I do, that's when it's going to start... That's the thing. And so, I think being more aware of that, just like, this is a constant thing and that's okay, but, it's a constant between God and Satan, there's this constant... Every moment is like, each of them are fighting for. It's like, if you give up here, then you slip back over to there. You can't just... There's no neutral ground. Josh: So, I just want to talk about that, because I think one of the biggest... Well, the number one thing, like you said, of a non drifter, is the definitive purpose. And I have noticed that in my life, even recently... Over the past year, year and a half, I've been working with Katie Richardson, you know that, just really getting clear on what the next steps of things are. And my definitive purpose, if you will, when I first started my entrepreneurship journey, was this, "I just don't want to be poor anymore." I go like, "My definitive purpose is to not worry about money, and to get out of debt, and just be free. Then be able to make decisions or whatever." And then I got there, and then there was this next definitive purpose. And they were incremental, almost goals, but not like this overwhelming definitive purpose. And so, going through the process of that, of course, with my brother dying, and that whole shattering of everything. Like for you, you've built ClickFunnels, you have a wildly successful company and people look up to you, and are like, "Oh my gosh, Russell, you're on top of the world. You're amazing. You've made it." At now, you've just said, "Hey, I don't feel like I've made it yet. I still feel like I have a long way to go." How do you... A, has your purpose changed since you started, compared to where you're at now? And B, how do you continue to remind yourself of that purpose? Or how do you find that purpose? When you could do nothing for the rest of your life, and be totally fine. How do you find purpose in that? Russell: I'd be a drifter at that point. Josh: Right, you wouldn't be a drifter. I can just see Russell sitting on the beach. No, actually, I can't even imagine what that would look like, for Russell on the beach for long periods of time. But, what would that look like for you? Or, how do you find that purpose? Russell: So, you asked about if my purpose has changed. So I would say, in my mind, it's two things. There's the people that I've been called to serve has not changed, I feel like I've been called to serve entrepreneurs. Those are my people, those are the people that I'm here... And so for me, it's like, what are all the ways I can help them? So, initially it was like, "Do seminars, write books." That was the first thing, and then it's like, "Oh, we're going to build software." And then it's like, "Oh, we're doing events." And, we kept adding these things on. And so, that was the thing. And so my purpose was like, what are all the things I can do to help an entrepreneur to be more successful? That's my vision. That's my mission. That's my thing. And I feel like now that, again, after I finished the three books, I was like, I feel like that, again, that the trilogy, that's what people need. And then we have Funnel Hacking Live, that's amazing. We have these things in place, all the things there are... they're there. And I think there's things, where there's big updates, we have to company click funnels. There're other things we do to make things better, but for me, it's like, there's not a lot more, again, it's not like I'm going to come out with some magic funnel, I'm like, "God, it changes everything again." Like, it's there. Right? So for me, it's like, "Okay, I'm still called to serve these people. What's the next level of success? What's the next thing I need to do?" And for me, I started looking, like what were the things that I struggled with? And so much of it was not... It was like, I didn't have the tools, I didn't have the information, which is why the last two decades has been focused on that. But, the next thing was like, I had to become someone different, who did I have to become to be successful? I look at so many entrepreneurs who are coming into my world, these people that I'm called to serve, and giving them funnels. Man, they don't believe in themselves, they have horrible identities. They're choosing fear over faith, every single time, and they're not having success. And so, for me, it's like, "Hey, I still have the same people." So-called same.. served the same people. But, what am I... What's the next thing I need to help them with? And if you just look at my book trilogy, the first one was dotcom secrets. It's like, "They need to understand funnels." That was the book. And it was like, "Hey, now I understand funnels." And now everyone's like, "I'm building funnels." But then their funnels weren't working, they weren't converting. And I'm like, "Oh, they don't know how to tell stories, right copy, or..." So, Expert Secrets, I'm like, "Expert Secrets." It's like, "Okay, now they understand that." And I thought I was done. And then I'm like, "Okay. Some people have these funnels that have really good copy, but Facebook shut down their account and they're screwed, or they have no traffic, or whatever." And I'm like, "Oh, my people in the traffic." So, I'm getting traffic, and that was Traffic Secrets book. And so for me, the last year, year and a half, especially, as you know, we've been in this insane environment of insanity… Josh: How do you even describe it? Russell: And I'm watching these people I've been called to serve, melting down, choosing fear in every single direction, over, and over, and over, and over again. I'm seen people who don't have an identity, they don't have beliefs, they don't have rules, they don't have values. And I have all these things they need to actually have the structure, to implement. It is what we talked about. And that's why I started geeking back to this personal moments, and partially because it's for myself, because I'm trying to protect myself and strengthen myself. But for me, Hill doesn't really go deep on anything. If you look at my disc profile, one of my things is I have very, very high... my highest value is ROI. If I don't see return on investment on something, I can't do. That's why I struggled in school, that's why I struggled with so many things. That's why when I started trying to read scriptures again, I struggled with it, until I started a podcast, because now there's return on my investment. I'm going to learn this thing, but I'm going to give it to somebody else. And there's my return on investment, now I can do it, and I feel fulfilled by it. Josh: Which by the way, I'm going to plug, podcast number three is going to be about that. Russell: And the same thing here. So, I started going back through, started reading these things. And for a while it was tough, because I'm reading these things, and for me it's like, what's the return on investment? It's good for me, but, ah, I've been called to serve. It's not just... Again, I talk about this in the new book, we'll talk about it a minute. But in Expert Secrets I talk about growth and contribution. I love growth, because good for me, but I thrive on the contribution. It's me sharing that gets me excited. So I was going through these things, and that's when, probably three or four months ago, is when I was like, "Hey, I'm learning all these principles, these things, I'm doodling all this stuff." I need to have something I'm putting it towards, or else I'm not going to be able to continue the momentum I need to keep doing this, and keep figuring out these things. And so, that's why I started, as you know, on my fourth book, which is not a marketing book. Josh: Yeah. I want to talk about that. Okay. I really do want to go there. However, there's one question I want to ask you first, I want to pull back another layer of Russell, that people... I don't know. Maybe, you've told this story before. I don't know. I don't even know what the story is, I'm about to ask you. So, my number one takeaway from the book, was how much fear controls people. That was my number one thing. And, for me, and this has come through a tremendous amount of mental work, and tremendous amount of personal identity work, over the course of the past 12 to 16 months, of just tears and just facing my own fears and insecurities, and bringing them to light and working through. But, there's not a whole lot of things I'm afraid of. There're very few things where I'm looking at them, I'm like, "Oh my gosh." I just do me, and whatever. Like criticism, it doesn't really bother me, or whatever. But, there's certain instances that come up where I'm like, "Ooh, I'm afraid of failure in that specific scenario, for that specific thing." And I'd be curious to know, for you, as you built ClickFunnels, I'm sure there were moments of fear. And I'm sure there were moments, when this side of things started to creep in, but you worked through that. And so, I'd be curious to know, what was one of the biggest times when you were building ClickFunnels, that you were afraid? And how did you work through that? What's that story? Russell: Oh man. Josh: Because I feel like we hear the marketing version of it. Russell: The highlight reels. Josh: We do, right? And they serve a very specific purpose. And I always laugh when people want to criticize, like, "Russell only tells this part of the story, or whatever" I'm like, "Do you understand why he's doing that?" Like, "Do you understand it's fitting into... It's at Funnel Hacking Live, or it's at this, or whatever." I'm like, "There's a purpose for that." It's not like he's trying to do that, but I want to know the other side of it. I want to know the behind the scenes of, what was that moment where you're like, "This is not worth it. I'm going to shut it all down. Or I'm afraid that I'm not going to be able..." I don't know what the story is. Russell: Yeah, definitely for me, the part that was the hardest, it was the first year of ClickFunnels, we just launched it. And I remember, because when Todd built it he told me, he was like... And in my head, I thought we're going to get 10,000 members month one, that was in my head. And Todd was like, "Okay, well, just so you know, as soon it past 10,000 members, the way I coded it, it's going to have to be different." And I was like, "I don't know that means, but I'm going to get 10,000 members. Right?" So we go and launch it, we don't get 10,000 members, kind of depressed, but we started pursuing this thing, start working towards it. And within about a year we got 10,000 members. And during that time, ClickFunnels started doing weird things, where it would just go down for five minutes, and be back, like, "What just happened?" And like, "Oh, some blah, blah, blah, techie thing happened." And yeah, so they fixed it, like, "Hey, good." And then it goes down, this time it's down 15 minutes, and 15 minutes down.... It's funny, because one minute I'm everyone's hero, they're like, "We love you, Russell. You made our lives so much easier making money." I'm getting the messages, and just feeling the ego, and all the things they're just like... This is amazing. And then it goes down, and I want you to understand, when ClickFunnels would go down, it wasn't like, "Hey, man, it's down." It was like, "I want to kill you." Like, "You owe me $2,000 in ads for my 15 minute window that it's down." Like, "I'm going to sue you." Like death threats, I went from the hero of the day, to, "I want to kill you." And messages coming in are like... And I'm getting things, and Todd's not getting them, because no one knows... He's kind of behind the scenes, and I'm just like, you want to kill me? They're that angry? They want to sue me, they want all these things. And then, publicly posting everywhere, how horrible and how bad.... And the second someone slips, everyone wants to jump up and start throwing daggers at them, it's insane. I seen it happen to so many people. I have friends who I've seen it happen to recently, where it's like, everyone loves until they do something, and then it's just like everyone wants to pounce on- Josh: And half the time, it's not even their fault. Russell: It's crazy, if that's happening. And so, it's happening, we get back up, and then, "Is this is going to work good?" Like, "Yeah, fine." I'm like, "Okay. It's going to be good." So then we plan on that, and then again, it would go good for two, three weeks, then something happened, and it just kept happening. And the longer we go, more members happened, it would more often, it would happen longer. And, it was just horrible. Because I remember one time I was speaking at a Dan... GKC event. And I'm in the hotel room, we just got there, Dave and I were there, we're getting everything ready. And it goes down, we're down for like 30 minutes. I'm freaking out. I'm supposed to be on stage in 30 minutes, or like an hour or something, and it's down, and I messaging and I remember voxing Todd, I'm like, "Hey, it's down again." He messaged back all nice like, "Oh yeah." Like anyways, he was just like, he's like, "Oh yeah, it's down again. We'll work on it." So I messaged back, I was like, "This is happening a lot. Are you sure we're okay? You seem a little nice and calm, you okay?" It's funny, because Todd's super respectful, he doesn't ever swear around me or anything. And he messaged back, and I've never heard Todd scared before. And he messaged back, and he was... I won't repeat what he said, but it was just like, what he said and how he said it, was just like, we're screwed. He said it four or five times in a row, and then he ended. And I was just like- Josh: And you're about to go on stage? Russell: Yeah, and I was like… Josh: Oh my gosh. Russell: And I was just freaking out. I'm like, "I'm about to go on stage, and try and convinced all this audience that I've got the greatest thing in the world. And my partner who built it, is freaking out, and doesn't know how to stabilize this thing. And he's..." I remember just being sick to my stomach, scared, all these fears, all the anxiety, all the inadequacy, all those things. And I remember I'm just freaking out, and then we got it back up, and then Dave's like, "Hey, you're on in like 10 minutes." I'm like, "Oh." So, I do my things, run downstairs and then come on stage. And I was just in my head, and my mind, and my body just freaking out. And, do the presentation, I know the presentation, even if I'm scared, it's going to come out pretty similar, it converted well, people bought it, everyone's excited. I remember afterwards, it was weird, this is one of those weird things, I don't even know who it was. If you're listening, she messaged me, some dude lingered afterwards and he's like, "Um, you okay?" I'm like, "Yeah. Fine. How's it going?" And he's like a chiropractor, but like a “woo-woo” one, were they do energy stuff. And he's like, "Can I adjust you?" And I'm like, "That's weird." He's like, "No, I don't really do normal adjusting, it's this other weird kind." And I was like, "I don't know what's happening. This guy is creeping me." But for some reason, like, "Sure. Whatever." So he takes me in this other room, he starts doing adjusting, he's doing the muscle testing, and all sorts of stuff on me, which I- Josh: Just some random dude? Russell: Yeah. I'd never had that happen before, he was attending the event, so he was there. Josh: Right. Russell: And it was weird, because he starts... He's just like, "You have all this tension here, here, all these things." And he's trying to figure out why. And so, eventually, and again, some people think that that's crazy. You think that's crazy? Nowadays, I don't know, Because- Josh: No. I don't think it's crazy. Russell: Anyway. It's interesting. But, he's doing this muscle testing, and he muscle tests, and he's like, "The thing that you're experiencing right now inside your body, is a reflection of something that happened." I can't remember, it was like 3.6 years ago, or something like that. He's like, "What happened three and a half ago?" "I have no idea." I couldn't remember. And all of a sudden I was like, "Oh my gosh, that was the last time my company collapsed." And we had to... We didn't go through bankruptcy, but had to fire almost a hundred people. We had to shut everything down. It was all this stuff. And he's like, "Your body's experiencing the same things right now, that you experienced at that moment. And that's this tension and these things." Josh: Oh my gosh. Russell: It was crazy. And he did all this stuff to try to release it, and everything. But also I realized, it's like, oh my gosh. My biggest thing is, I built this thing up, people think I'm a hero again, right now. And I remember what happened three and a half years ago, when I lost everything and how much pain, and how much... All these things, the poverty I got, the criticism I got, the ill health I got, the loss of love I got, friends, family, coworkers walking out on me. I wanted to die. I'm over the edge. All my greatest fears came back in that moment, and I'm in this spot, and I don't know how to fix it, because I can't code. I go to college and learn how to code? I don't what to do. Josh: That's the worst, oh man. Russell: The next week… Josh: It's out of your hands. Russell: We're flying to London, to speak in London. They invited my family to come to me. So, my wife and kids were all flying in London, and I told parts of this story before, but we're in the air, everything's good. The kids are having so much fun, they're flying. And we land, we get to London, and there's... In your phones, the chips don't work, so you have to- Josh: Yeah. You got to swap them. Russell: So we're driving around, and finally get our chips in there, and as soon as it does, all of a sudden, my phone was just like... And I don't know what it is, so I'm looking, and there's text messages, there's instant messages, there's voxers, there's all these things, hundreds, I'm not exaggerating, people are like, "A hundred's, probably like 10." No, hundreds and hundreds on every platform, where people sending me death threats, sending me they want to kill me, send me the hate me, send me I'm screwing them over, sending me all that... just this stuff, and I'm looking at my phone, and I'm just like, "I don't even know what happen." So I'm finally trying to get Todd, I got ahold of him, and he's like, "Yeah, we're down. We've been down for four or five hours." He's like, "If we're able to get it back up." And all I remember him saying, if, and not when, and I was just like- Josh: And you're in London. Russell: With my family. Josh: About to speak. Russell: And so, I don't even know. I went back to the hotel room, and we had two hotels conjoining for the kids. I was like, "Hey, I'm going to go in this room for a minute." And I shut the door, and I'm just like, I don't know what to do. We're down. I don't know if we're getting it back up. So, to speak the next day to talk about click funnels. And it was one of the things where I was just in so much fear, I wanted to hide. I just wanted to not say anything. I just wanted to be quiet. Josh: Yeah. Especially as an introvert. Russell: Yeah. Especially and introvert who's got literally hundreds of people telling me how much they hate me. And, I don't know want to do. And this one of those moments where it's just like, the fear and the faith, I wanted to go to fear. That sounds so nice, just to hide and... But I was like, I can't, because this is my life. This is all this stuff we've worked for, for so long. And, in that moment I had impression of, you should go live on Facebook. I'm like, "I don't want to live on Facebook." They're like, "You have to. You have to tell people what's happening." I was like, "What kind of CEO, in the middle of this crash, gets online and like, Hey, our company's down." And put on the happy face, like, "It's okay, because... let me blame the servers." I had a million people I could blame, because it was... Josh: It's not your fault Russell. It's never your fault, right? Russell: So, finally, I was like, "All right." So I just, I told the kids, "I'm going to be on in 15 minutes." So I clicked go, and all of a sudden I'm live. And of course, because it's live, everybody pops in, because they're trying to figure out... Because they all want to kill me. Like, "Russell's here, this is our time." And first it popped up, you start seeing the comments, like, "You're effing killed... You killed my business." Like all these things, and just like, "You owe me, how much money." Like all these things, and I'm just like, "Okay." And instead of doing what I wanted to do, which was blame, point to other people. I was like, "I'm pissed." And I was like, "This is not okay." Like, "My business is down, your business is down. You trusted me. You trusted us. We are not doing this right. This is not acceptable." I'm not like... And I tried my best. In fact, the video's still live, it's on... If you go to my Facebook page, and go to videos and scroll down to year one of click funnels, the video's still live there. Josh: That's crazy. Russell: And, basically I just tried… Josh: Somebody go find it and post in the comments. Seriously. I'd love to see it. Russell: Yeah. And I just posted it, I can't remember if I posted in the ClickFunnels group, or maybe it was in my... Anyway, I remember I found a little while ago to look at it again, I remember watching it, I was just like, "Whoa, that sucked." But I did my best, try to take that. Definitive purposes, this is not okay, this is what we're trying to do. I'm just going to take faith. And it was crazy, because I remember we posted that, while Todd and the team was working their butts off. And luckily through so many miracles, they got everything back up. We had a backup from right, for a hit. We didn't lose anything, other than the eight hours we were down. And we expected the next day that half our members would cancel, everything's going to be gone. And it was crazy how by taking the action of faith, people came in, and instead of being upset, they're like, "You know what, thank you. Thank you for not hiding. Thank you for telling us you're upset. Thank you for understanding this is not acceptable, and not trying to be like, oh, thanks for taking responsibility. And over the next week, we didn't see any... It wasn't like, signups and cancellation, we watched those two numbers all the time, it wasn't a big drop. It was just like... It didn't change. And, after that we made changes, we figured things out, we got things solid and looking stable. And that was the last time we went down for more than a little blip here or there. But that was probably the biggest thing, and I remember just being... Anyway. Josh: That's crazy. Well, I think, that comes back to having a definitive purpose, because you had a goal, you were all in. Because, without that, you throw in the towel, and you say this isn't worth it. If you are not crystal, crystal clear, or at least very, very emotionally attached to that outcome, or to that goal of that definitive purpose of where you're at, you should shut everything down there, and you walk. That's crazy. I've never heard that story before. Russell: I'm sweating reliving it. Thanks for that. Josh: No problem. I'm sure the audience loved it though. Russell: Anyway, it was a scary, scary time in between those two things happening back to back. And like I said, and then we started working towards it, and man, Todd and Ryan, and all the people on our team who went and who figured out the problems, and solidified things, and brought in the right people. It's crazy, because people with click funnels are like, "You should know how to not go down." It's like, "You don't understand. At that point, we went from a bunch of entrepreneurs trying to make something, to like, at that point we were like the 300th most visited website in the world." And there's not many people on this planet who know how to handle the database architecture behind that. We didn't know how to do it, and so we're trying to find people. We literally hired people who, they're charging 10 grand an hour to do database administration. So, you hire them, like, "Okay, here's 20 grand. You get two hours to look." So they log in and look around, like, "Here's all the mistakes." And then they go back, and go try to fix them. Then like, "Hey, here's another 10 grand, another hour." Like that's the people who like ran eBay and Amazon. Those are people you have to hire to come and look at these problems, because they're not problems that most people deal with. And if you think about it, we tell you we have 120,000 members, that's true. That's 120,000 people's websites, most of them more than one, most of them 10, 20, 50, a hundred. There's... I don't know, quarter million, half a million websites running all on our servers. No one knows that stuff. Josh: Brad, how many do we have? How many? Brad's over here they already probably got 50, just there. No, we'll run it through. Russell: These are problems, not normal problems most people know how to solve. We don't know how to solve them. So it's like, "How do we do that?" Every level there's new level of stress and problems, and things that they keep coming up, that you just... If you don't have that definitive purpose, and that dream, and that vision, that thing, there's so many things pulling you off the path. There's a million things trying to pull you to become a drifter, from flattery, to failure, to propaganda, bribes, to... All these things are trying to do that, the world's stacked against you. In fact, according the book, 98% of people are there. Josh: Yeah 98%. That's crazy. Russell: So, first off, it comes back to, if you want to shift yourself back, the very first thing is, come back to very first questions, like, "Am I doing this decision based on faith or fear?" That's the transition point, it's not like, "Okay I got to fix all this crap. And I got to..." No, it's like, come back to the very beginning, and if you start shifting your decision making process, to like, "I'm scared." You can still be scared, you still have fear. I still have fear all the time, I'm sure you do too. I'm like, "Do I do that?" But, you don't act in fear, you act in faith. Like, "Okay, I could lose everything, I could be criticized. I could, I could, I could..." But, this is my definitive purpose, this is my vision, this is where I have to go. Therefore, I will act in faith, regardless of these things that they happen. I have to be okay with the worst case scenario. I have to be okay, that if I screw up people are going criticize me, or else I'm not going to be able to move forward in faith. And that's the conundrum. That's where you have to get thick skin, and be okay with these things. And I think for me, I've tried it, I spend time consciously thinking about each of these. Like you talked about death, you don't fear death, for me, for a big part of my life I did fear death. And there's parts of me... I'm thinking about it today, if I was to die, I wouldn't be scared of death, I'd be scared of my kids not having a dad. But, the thing, the belief that I have, and the new book goes deep into these kinds of things, that I'm real excited to share. But, my belief about death, we have to have beliefs, and values, and rules around all these kind of things. But my belief about death is, I strongly, strongly, strongly believe that none of us will live on this planet one second longer or shorter than God wants us to. I believe that to my core soul. So, because I'm okay with that... Because, it's not like all of a sudden accidentally I'm going to catch something and I'm going to die, and then God's like, "Oh crap, I missed that one." That's not going to happen. There's plans, there's purpose, there's things that are happening, and I have that as a belief. Maybe it's not true, but it's my belief. Therefore, because I believe that, I'm not scared of death. If it happens, that sucks, and be horrible for my kids, but, again, it's part of the plan, therefore I'm not afraid of death, because of that. Josh: Yeah. And I had never really even thought about death, until my brother obviously passed away. Russell: You came face to face with it… Josh: Yeah. Like, "Holy cow. Freak accident, helicopter crash, over in Kenya." It's like, "What the heck?" And, I flew around the world trying to figure out what I believe, and what I thought. And the conclusion, I don't know if it's a conclusion, but the belief that I have about death, is I'm like, "All right, when I die, that's when my life starts." I'm like, "Okay, cool." Like I'm, this is what I say? It's a whisper in the wind, like it's a flash in the pan. Life is, we're here, and we're given these choices. And God's like, "All right, here, you got your 80 or 90 years on life. And you get a choice, you can either choose to accept me, or reject me." And then eternity starts, or doesn't start, it always is. For me, I'm like, "Sweet." And coupled with, or partnered with, what you said of like, "I don't think God makes mistakes." So if I die, even if it's a dumb, stupid decision that I made that led to that, it's not like God didn't factor in my stupidity. And so, because I know that, it's confidence. Yeah.
27 minutes | Apr 28, 2021
"Outwitting The Devil" with Josh Forti - Part 1 of 3
Welcome to the first part of a special three episode series! On this episode, Russell and Josh start talking about the book “Outwitting The Devil” by Napoleon Hill. They discuss some of the background of how this book was published, and then go into detail about the premise and the lessons that it teaches. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Coming Soon...
9 minutes | Apr 26, 2021
Need A Procrastination Hack?
Here’s a trick to help you get more stuff done. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets podcast. Today, I am streaming from you, from the top of Boise. Literally, I'm in the penthouse looking over Boise. And this is where I come when I am writing. And I don't know about you, but when I have big projects, sometimes my mind tries to do everything possible to make sure I don't do the thing. And so, I want to talk about that today, what I'm doing, some of my thoughts and some of my struggles. And hopefully it'll make you guys realize that you're probably just like me. All right. Hopefully this helps get you guys to get more stuff done. And with that said, we'll cue the theme song and then I'll be right back. All right. So, the last time I was doing this, I was in this penthouse. I was writing the Traffic Secrets book, which is crazy. And I would come up here for multiple days at a time. I'd lock myself in here and I would just write like crazy. And right now, I'm finding myself under similar deadlines. I thought with this book, I was going to have one more time. So, those who already know, I'm writing book number four. This is my first personal development book ever. I'm really excited for it. It's everything I've learned in the last 20 years put into doodles. So, if you like my doodles, hopefully it'll help make all these things make more sense to you. So, I'm excited for it. But I found, and I wonder if ... I think we're all this way. I definitely know I am. But when I have something I need to do, right? Even if it sounds cool at the time and I'm excited about it, my brain ... As I start doing the thing, my brain's Like, "Ah, this is painful. I wish we were watching TV. We should be eating candy. We should be doing something else." Right? And so, as I sit down to start typing, I get energy, excitement. I sit down and as soon as I start typing, my brain's freaking out, looking for anything possible. Like, "Ah, there's a TV. Ah, there’s outside. A bird just flew by. Oh, your phone's ringing. Oh, you should turn on some music. Oh, you should check your email. What happens if Facebook, somebody dings you? What if someone texts you?" All the things, every possible distraction my brain starts screaming at me, like bloody murder, trying to get me to not do the one thing that I got to actually do. So, my first question is, do you guys feel that way ever? Do you have something you're like, "This is so important, I must do it." But you have some kind of pain associated with it in your mind. So, as you start getting closer and closer to actually doing the thing that you need to do, man, it's like everything possible around you starts flying around, trying to stop you from doing the thing. If so, you are in good company because it happens to me too. And so, I'm going to share some things that have helped me. And again, I am so far from perfect. I'm in the middle of this right now. I literally recorded this podcast and my brain's like, "Oh, you should record a podcast. That'd be way less painful than actually writing." So, I'm literally being a bad example by doing this podcast, but hopefully it'll help get me back to work as well. So, a couple of things I found. When I have to get something done, if I'm in my ordinary situation, right? If I'm at my office or if I'm at my house, somewhere where I'm there a lot, I know what the distractions are, right? I know that my wife's outside or my kids are outside. I know where the TVs are. I know ... It's so familiar, I know quickly every single distraction. I’m at the office. If I’m at the office, there's a million people I can talk to. There's always something I can do to not do my job, right? There's something exciting I can share with Dave, or I can go talk to Brent, or I can tell Melanie something. There's always something that I can do to distract me from doing the thing that I got to actually do. And so, because of that I'm in this space and I'm used to those interruptions, or I'm used to things. And on top of that, people see me, like, "Oh, Russell's here. Let me ask him a quick question." Right? It pulls you and derails you off this thing. And so, a big part of it, for me, is I have to literally shift my environment. This is why I flew ... Not flew. I drove down to the penthouse, I'm here and I'm by myself. It's lonely. There's nobody else here. It's just me and my thoughts. And so, first off, it cuts off 10 levels of potential distractions. Okay? So, that's the first step. The second step is, for me, I have to find rewards of things I want. Like, "I want to listen to this thing. I want to watch this show, or I want to eat this thing or whatever." And I have to have those things and I cannot give those to myself, right? These have to be the carrot to get me to actually do something, right? So for me, for example, is 11:00 right now, I'm starving. I want to eat breakfast this morning and I said, "If I eat breakfast right now, then I'm going to feel really good. And I'm going to go ... I'll just ... " There's no carrot. So I was like, "Okay, I'm going to eat, but I can't eat until this chapter's done." And then my brain's like, "But the chapter, it could be really long," and all the things. I'm like, "I know, but if you're hungry, you got to figure this out." And so, I was like, "Ah." And so, finally, I sat down ... And at least for me with writing, it takes a minute for me to get into flow state, right? Sometimes it takes 20, 30, 40, an hour for me to be able to get to the spot where I'm writing, right? I'm thinking, I'm analyzing, I'm trying to think about stuff, I'm researching. I'm trying to find stuff. And then I start writing and then I can get into the zone. And then it's like, "Okay, now I'm in the zone." So, then I start writing as fast as I can, right? And I'll be like, "Okay. As soon as I get to the end of this, I get my reward. I get to go eat lunch or breakfast or whatever it is and I'm so excited." So, I'm writing, I'm writing. I'm going as fast as I can. And I'm in momentum now, right? So, that's the next thing, it's like tricking yourself with these carrots to get you into momentum, right? And then when you're in momentum ... I can't remember who it was, some writer that I was following said this, and it was really, really cool. He said that if you end your writing ... If you end at the end of a chapter, then it's this is ending point, right? And then the problem's like, "Oh, I'm done." Then you go and you do your thing and you reward yourself. Then you come back and you're like, "Ah, how do I get back into this?" Right? Into the next chapter, the next project, the next video, whatever it is. And so, it's starting all over again. So what they recommended was when you get to the end of something, you don't stop, you start the next chapter, right? You write the first three or four paragraphs where there's still momentum, where things are happening. And then when you stop, it's like, "Oh, I know where I left off. I can pick up a lot faster than going through that whole exercise of spending 45 minutes to an hour trying to figure out what you're going to talk about and get your mindset back right. And getting into the spot." Right? So, you're starting the next part of the process, the next part of the project and you get part of it done, so that brainstorming session you had was ... Happened while you're in momentum, it's going to be faster and then you can pick up faster when you come back from eating breakfast, or your activity, or whatever the thing is that you reward yourself with. So, that's kind of cool as well. So, those are some of the core things I'm working on right now. So, literally I just finished the chapter. I got the next intro written and now I'm like, "maybe I can come eat." And then I'm like, "I'm going to reward myself by doing a podcast real quick and eating." And all these little things real quick, knowing though that I got to be back up in 20 minutes and I got to pick up where I left off and I got to do another two hour sprint to get to the next chapter, because I have my next reward after that. And then I've got one more tonight and then I'm done and I'm going to head back home and go be with the kids, which is the ultimate reward. So anyway, there's some tricks. Again, it's not a flawless system. It's not perfect. I'm still struggling, but they're some of the things that are helping me. And so, I think for any of you guys who are like me, who have the ADD, like, "Squirrel, there's a squirrel over here. No, right here and over here." These are some tricks that will help you actually get your projects done. Change your environment, get away from your normal world, right? Some people will go to a Starbucks. They'll go to a library, or they go to the park bench. If that's what it takes, go there, right? Some people come in early in the day. They come out late at night, when everyone's asleep or whatever. Figure out what it is that you need to go to be able to do that is number one. Number two, get yourself into momentum, right? As quick as you can. When you're in momentum, you're going to get more stuff done. And when you're in momentum, keep working through it, right? Oh, and give yourself treats, or prizes, or something at the end of a momentum session to make sure that you actually get to it. And then again, don't end on the end of a chapter or the end of the project. Start the next ones, so that way you're able to keep moving forward. So, there you go. Hope that helps. With that said, I'm going to pound my breakfast real quick and get back to work on this book so someday, hopefully you guys have a chance to read it. So, that's my goal. That's my plan. I appreciate you all for listening and we'll talk to you all again soon. Bye, everybody.
11 minutes | Apr 21, 2021
Faith Vs Fear: Moving With Definitive Purpose
One of my favorite principles from a book called “Outwitting The Devil” by Napoleon Hill Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Hey, what's up everybody. This is Russell Brunson. Welcome back to the Marketing Secrets podcast. Today I want to talk about one of my new favorite books and something cool I learned in it that I'm doodling for a book that I'm writing and I just got to brain dump it so hopefully you don't mind. Let me share some cool stuff with you right now. All right. So the name of the book is Outwitting the Devil by Napoleon Hill. And if you have not read this book yet, it is insane. Kind of the story behind it, Napoleon Hill wrote this back in 1930s and it was about a conversation he had with the devil about how he can like tempt people and get them to fail in life, which is really, really fascinating. And we don't know if it's a true conversation or just something he made up, but either way the book is insanely good. So he finished it in 1930s, a year after he wrote Think and Grow Rich, and then he didn't feel like he should publish it. He was scared. In fact, in the book, it talks about the devil's like, this is why you shouldn't publish it, why you're not going to publish it and all these things, which is kind of crazy. So he never published it. Then he passed away and then his wife got it and she read it. She's like, "I'm not publishing this." So she didn't publish it. Then when she passed away, it went into the hands of the Napoleon Hill Foundation. And a couple years ago, somebody found it and read it and was like, this is really, really good. And so they called up Sharon Lechter, who I had a chance just recently to talk to her and get to know her, which was really cool. Sharon is the one who was kind of like the co-author and the CEO for a long time of the Rich Dad Poor Dad brand. So if you've heard her name before it's because every one of those books is co-authored by Sharon Lechter. So anyway, when I found the book, she's the one who put this whole book together. So I had a call with her last week and she told me that they called her up and said, "We have this manuscript. You should check it out." And she's like, "I was the fourth person to ever read it." I'm like, what? this is the craziest thing in the world. So she read it and they decided to publish it. She put all the work in to get it manuscript live and they launched it. Now, I believe it's in 40 languages, she said, which is really cool. But for some reason, I never read it and I wish I would have a long time ago, but it's amazing. And so in the book, it starts off with Napoleon Hill kind of telling the story about how he got to the certain spot in his life before this conversation with the devil. And the first couple of chapters were kind of slow because it's him telling the story. They're really good but it's all leading up to this conversation. And a lot of things he talks about earlier, are essential for the conversation to actually make any sense. He meets the devil. He's in this like courtroom with him and he has a chance to interrogate him and the devil has to tell him anything he asks. So he starts asking all these things and it is so fascinating. So, my brain works in doodles. So as I'm reading his book, I'm doodling out the concepts and the principles and how they fit and where they tie together. And anyway, I'm going to be having a chapter in my new book that goes deep into this. So you guys will have a chance to see my doodles some day, but for now I want you to visualize the doodle. Basically, there's this person in the very top, and there's two choices they make, either faith or fear, right? Every time something happens to us in our life, we're going to choose faith and just move forward in faith, or we can have fear. And those are two opposite things, right? And those are the two choices. So everything's tied to either faith or to fear. And so I have a little arrow going left to faith and right to fear, kind of diagonal. And in the book, the devil says his goal is to get everybody to become what he calls drifters. He says that right now he controls 98% of the population of man and they're all drifters, right? So a drifter is somebody who is not pursuing things, not doing the right things. And the other side, the 2% of the people are people who have what he calls definitive purpose. They have a purpose, they have thought, they know what they want to do, and they're executing, trying to achieve that thing. Okay. So those are the two things. If you follow fear, you become a drifter, like 98% of the people. Or if you follow faith, then you were in the 2% who followed definitive purpose. Definitive purpose is like you have a goal, right? I want to do this thing. I want to accomplish this thing. I'm going towards it. I'm trying to get it. I'm trying to achieve it. I'm trying to do this thing, right? So that's the direction. And it's interesting is like, when somebody does have definitive purpose of the 2%, in the books they're talking about, here's the things he does to get somebody from this thing where they have definitive purpose, whether you are using faith, how do I get them to become a drifter? He has all these tools. One of the tools is when someone's got to finish a purpose and they build a business and they make money, first thing he'll have them do is eat a whole bunch of food because they eat a bunch of food, they get tired, they're less likely to work hard and it's very easy at that point to get somebody to become a drifter. So that's one example. He has a whole bunch of different examples of things he uses to get somebody from the side of faith to the side of fear, which was really fascinating. Okay. Then on the fear side, he talks about all these different things he does to get people into fear, right? And so it's interesting. He says, there's the six most effective ways he gets somebody to have fear. So the fear of poverty, the fear of criticism, the fear of ill health. Number four is the fear of loss of love. Number five is the fear of old age. And number six, the fear of death. He said that the two most powerful tools he has to get somebody to have fear are poverty and death. If you can get somebody to be afraid of poverty, then you can control them. He can get them afraid of death, he can control. They said but the two things that are most powerful in actually controlling people and keeping them in fear is number one is poverty. So if I keep people broke and poor, then I can control them because now there's so many fears like, oh, I can't do this. I can't do that. Because when you're in poverty, you don't have the ability to go and do a lot of things, right? So it keeps you in a state of fear. And the other one is ill health. If you're not healthy, then you're in a state of fear all the time too because you're not sure how your body's going to function and you're unable to do things and stuff like that. So those are the two ways he actually controls people and keeps them in fear through poverty and ill health, the two most powerful things he has. And then he talks about the habits he creates and it's really cool, but all these things he does to get somebody to first off, initially make the decision of fear. And then from there, how he ties those things and locks you in so you stay a drifter for the rest of your life. And that's kind of the premise of this book, right? Is you got two choices, have faith and pursue things with definitive purpose or have fear and become a drifter, right? And like I said, in the book, the devil says 98% of people, he has control of, they become drifters, which is crazy. And so that's kind of interesting as I diagram that and start mapping out, well, for me, one of the things I needed to make sure I'm not acting in fear. How do I act in faith? How to make the correct decision, right? And as I started looking at this graph, it's like, here's all the things that he's trying to do to get me into fear, to make me become a drifter. Let me look at the opposite side. How do I act in faith? How do I make sure I have definitive purpose? When I do have success, how do I make sure I don't slide back over and become a drifter? How do I keep pursuing, keep progressing? And things like that. It's really fascinating. And then in the book it talks about this thing that ties the universes together. He calls it hypnotic rhythm and this where people get into. It's like when you get into hypnotic rhythm, it's hard to get out. And so at the bottom of this graph, I kind of drew, it looks like a big whirlpool. It says hypnotic rhythm. That's working to keep you where you're at. And he said the hypnotic rhythm works on both sides. He said if you're someone who has definitive purpose, the hypnotic rhythm that becomes your routines and your habits and your things that, after you've got those things in place in your life, they become hypnotic rhythm. And typically you'll stay there, right? Or if he can get you to become a drifter over there, hypnotic rhythm is going to keep you there. So hypnotic rhythm serves both sides. It's just, what are the habits you have? You have the habits that are keeping you unhealthy, they're having you struggle, all these things make you become more of a drifter. Those habits will become hypnotic rhythm and you'll stay in that whirlpool for forever. Or the opposite is true as well. Where if you act in faith, if you have definitive purpose, and you're doing these things, that hypnotic rhythm will stay with you and it's easier to stay there as well. So anyway, it's super fascinating. I can't wait. When my next book comes out, you guys have a chance to go deep and see my doodles, but for right now, I would highly, highly recommend going reading Outwitting the Devil by Napoleon Hill. It's just an amazing book. And I would recommend if you do listen to the audio book, because the audio book, the guy who plays the devil, his voice is really, really cool and you have a chance to hear him debating back and forth with Napoleon Hill and it's pretty cool. Anyway, so that's kind of one of my fun things I'm working on right now is just diagramming this concept and these principles to be able to include in my next book. But it's amazing. So Outwitting the Devil is awesome. I know a lot of you guys are listeners who've read C.S. Lewis. I have not read C.S. Lewis' books yet, but I know that there's, I think a couple books actually, like The Screwtape Letters where it's kind of a similar premise where it's how these devils, how they try to convince people to do what's wrong. And it's kind of written in that same perceptive or perspective, sorry, the same perspective, as opposed to like here's all the things to do right. It's like, well, what does Satan, what does the devil, what's he trying to get you to do, right? And anyway, it's just fascinating. So I love the book. Highly recommend it. So there's something good to read. Read that book but look at it through that lens of like, okay, I want to learn how to protect myself, right? How do I keep acting in faith and stop acting in fear? How do I focus on definitive purpose? How do I move forward until I've gotten spot where I'm in hypnotic rhythm, where I'm not going to break free from it? And what are all the tools the devil's going to use to try to get me to become a drifter? And if I'm a drifter right now, what things do I need to prepare myself? How do I break free from this fear and these things and get back to a state of faith, get back to the state of faith, get back to a state where you're focusing and you're moving with definitive purpose? Anyway, super fascinating. And I hope that you guys enjoy it. In fact, Josh Forti is going to come out next weekend and we're going to do a podcast interview on this. And so I'll probably go a lot deeper into it, but this will be the preface for you guys. And you have a chance, I'm sure we'll post the Outwitting the Devil podcast here in a couple weeks, you have a chance to hear me and Josh dive even deeper. So you got a little window now between you hearing this and that next interview to go and read the book so you can come back and we have an intelligent conversation about it, have some fun. So that said, go read the book. And then in a couple episodes from now you'll have a chance to hear me and Josh go deep on this concept. So there you go, guys, appreciate you all. Hope you have an amazing day and we'll talk to you all again soon.
15 minutes | Apr 19, 2021
Should Multiple Entrepreneurs Work Together?
I answer this great question from our community: Is it possible for multiple entrepreneurs to work together effectively, or is it better to hire a talented team of people to execute your vision instead? Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets podcast. Today, we are taking some questions from some of our listeners, which I'm excited for. So the question we're going to talk about today is, is it possible for multiple entrepreneurs to work effectively on a project or within a business, or is it better to have one entrepreneur or leader and build a team of talented people to execute on their vision? So, I got some examples with this and I'll share it when we get back from the theme song. All right, everybody. So the longer you do podcasts, the harder it is to come up with new ideas. So we started asking our audience and you guys, what kind of things would you like to hear about? What questions do you have? And we got a ton of them back. So I'll start sprinkling these in more often and the stories behind them, and hopefully it'll help you guys on your journey. I also feel like I'm getting close to really upgrading the Marketing Secrets experience. I have some ideas and things I want to do and create that I'm pumped for. And so, anyway, those things will be coming soon. So as a faithful listener, you will be on the front lines of some amazing, amazing, cool things. All right, so the question, let me restate it. And this is in context to, a lot of you guys saw the project we did at Mastermind.com. And so Mastermind.com, obviously it was me, Dean, and Tony, initially. And obviously, Tony used his face and his content and everything, but it was really me and Dean Graziosi who were running that business initially. And then if you notice now, the new launch is coming up, you'll probably notice that my face isn't on it. And a lot of people have been asking, "Wait. What happened? Did you get in a fight with those guys? Are you still working on it? Are you not part of it? What's the whole process? How's it all working?" And then the question that came tied to that is, is it possible for multiple entrepreneurs to work effectively on a project or within a business, or is it better to have one entrepreneur leader and build a team of talented people execute their vision? And there's a couple of follow-up questions on that as well, but I'll address that first. And it's funny, because I see that a lot of times when I was running my Inner Circle meetings, which I'm thinking about bringing back. Would you guys be interested if I brought back my inner circle? Anyway, I'll post that there and just leave it for a few minutes. But anyway, I noticed a lot of times these entrepreneurs would come to group, and everyone who is an entrepreneur, unfortunately, or fortunately, depending on how you look at it, they all have a million ideas and their ideas are all amazing. And so, they all come in there and everybody has got these ideas and everyone is doing things. And also, two people have an idea during a meeting and they're like, "We should start a business together" and they get together. And unfortunately, it rarely ever goes well. Sometimes it does. Every once in a while it does go really, really well. But so many times it starts where you have two idea people, they get in a room, they have an idea together, they birthed this thing, and they're like, "We should do it together." But then they start working on it, executing on it, depending on where their skillset lie, either it goes really, really well, or really, really bad, or somewhere in between there. And that honestly is what happened with Mastermind.com. If you look at Dean Graziosi and me, I love Dean, he's one of my favorite people I've met since I've been on this planet. I have so much love and respect for him and his family and what he does and his mission and his vision, and it's amazing. In fact, I think one of the reasons why I have so much respect for Dean is I think of all the people in this industry, I think me and him have the most similar skillsets, which is interesting. Dean writes books. I write books. Dean builds funnels. I build funnels. Dean creates content. I create content and courses. Dean runs a Mastermind group. I run a Mastermind group. Dean speaks at stages and closes deals on stages. I speak on stages. Dean ran a big call center. I ran a big call center. If you look at... I don't know, I know people who write books. I know people who build funnels. I know people who build courses. I know people who run companies. I know people who... all these different skillsets. But there's only one other person I know besides me who does it all. And so I think that's why Dean and I have such a good connection is, we both see each other, like "Man, nobody else out here is running the size business you are, and creating the ads, and writing the copy, and writing the book and all kind of things." And so, I have so much respect for him. And so that's why I think a lot of times we love working together. We have ideas and we bounce ideas off each other, and we brainstorm. And it's fun to have someone that I can pitch and catch with back and forth. And I just love it. And so that's why when the whole Mastermind thing came up, Dean had this idea for Mastermind.com. Well, he had a different name for it, and I was like, "You should buy Mastermind.com." And he didn't want to pay for it, so I bought it and gave to him as a gift. And then in exchange, he basically gave me some equity in the company. He said, "You come be part of this thing. It would be really, really cool." So over the last two years, I've been at different stages involved with Mastermind.com. With the first launch of the KBB course, I was a partner in that. And then, later we built software together at that's actually at Mastermind.com and did a whole launch together. And it's fun. And this is what I wanted to share with you guys. The difficulties is that Dean and I have literally the exact same skillset. But just because we have the same skillset, the direction or the vision of where we want things, isn't always a 100% in alignment. And it's tough because both of us have had tons of success, saying, "This is my vision, my plan, let's go." And it's tough when you have someone who you come in and you both have different visions a little bit, but same drive and same motivation and same skillsets. There were times where it was hard for both of us, where I was like, "I want to go this way." He's like, "Well, I want to go this way." I'm like, "Well, I think I'm right." He's like, "Well, I think I'm right." But I'm not used to somebody trumping me, and he's the same way. And it's like, "What do we do?" And it got to the point where, it was never negative, but it was just hard. Someone needed to carry on the vision. Someone needed to be able to run. Someone needed to be able to do it without the checks and balances of the other person. And so, eventually, because it's his baby and his thing, and we're working on something really big at ClickFunnels, I was like, "You know what? The initial launch was done. It was fun. We had a great experience. We made a lot of money. We helped a lot of people. It was great. Everything was great." But I was just like, "This is your vision. This is your baby." And so I passed it back. I said, "Look, I'm going to give it back to you." And in exchange, he sent us some really cool gifts. He sent Todd an amazing gift for Todd's wife, actually, him and his wife. And then he sent me a really cool gift as well. Which, if you ever see me on stage at Funnel Hacking wearing a blue amazing watch, that was the gift he sent me. And anyway, it ended in great. And we're still super close friends and still doing deals together and everything. But I think what we learned from that experience was just, "Look, if two people have the same skillset, it's hard to be business partners in a thing, because you both have the same skillset. Now, I want to contrast that with Todd. When I start working with Todd, Todd is amazing. Todd's an entrepreneur, Todd's got vision, Todd's got all sorts of things. But Todd's skillset, and if you don't know, Todd, Todd Dickerson is my co-founder at ClickFunnels. He's the one who runs the software side of things. We both are entrepreneurs in our own ways. But our skillsets, they aren't the same. They compliment, they're not the same thing. It's like in basketball, you don't need two Michael Jordan's on a basketball team. If you have two Michael Jordans on a basketball team, it's going to struggle. You need a Michael Jordan and a Scotty Pippen. And as someone who is not a big basketball guy, I think I nailed that analogy, I hope. But you know what I mean? So, you look at me and Todd, Todd and I are like a Michael Jordan and Scotty Pippen. In fact, I don't know if you guys have seen the Michael Jordan documentary, it's called The Last Dance. It's, I think nine or 10 episodes. It's insanely good. If you haven't watched it, you need to go watch it. But one of the first things that Jordan said, he said, "Without Scotty Pippen, there's no Michael Jordan." And I would say the same thing, without Todd Dickerson, there's no Russell Brunson. I couldn't do what I need to do without his skillset. And Todd would probably say the same thing. Todd can build amazing software, but it wouldn't have become ClickFunnels without me. Our skillsets compliment each other. And without Todd, I couldn't be me. Without me, he probably couldn't do what he's trying to do. And so it's a complimentary skill set. And so, because of that, we were able to come together and we were able to build this thing called ClickFunnels. And Todd and I have such love and respect for each other. It's nice because Todd can say, "Look, I default to you, Russell, on these things." And I default to Todd on these things. In fact, one of the fascinating things, we have a new personality assessment company coming out that we're launching here in the next couple of months, so I've been geeking out on that. But it's interesting, if you look at Todd and I's 16 personalities or Myers-Briggs test, we basically have the exact same personality, except for Todd is a thinker and I'm a feeler. So it's cool now that we've learned that as I'm interacting with Todd, I understand that we're the same in so many ways, but he's going to analyze things logically and I'm going to feel things out. And so I'll tell him in a message, I'll say, "Hey, Todd, this is the thing that I want to do. This is why I feel like that. But I'm curious, what do you think about that?" I literally will say it that way. And Todd will come back, "Well, I think this." And he'll come back and say, "How do you feel?" And so it's really cool now that we understand that. And so, a lot of times what will happen is that my emotions will feel something I want to be really, really strong, but because it's so strong, and I want to do it, my brain turns off logic and, screw logic, we're just going to do this, where then Todd comes in and says, "Well, that's awesome, but here's the logic." And he's able to explain the logic. And I'm like, "Oh, I didn't see it from that point." Or vice versa, sometimes he's like, "Logic. This doesn't make sense." I'm like, "No, Todd, I feel it. I don't know why, but I can feel this is going to be the thing." And he'll default to me a lot of times. But it's made for a really good working relationship. And so, in that situation, yes, we can have multiple entrepreneurs work effectively on a project in the business, but you have to have complimentary skillsets, not the same. I think the same makes it very, very difficult. And so, anyway, that's the thought process. And then one of the followup questions, someone said, he said, "This makes me think of Steven Larsen and how he worked with Russell, but since he was too entrepreneurial, he had to leave and pursue his own path." So those who don't know Steven Larsen, he worked as my chief funnel builder for two years sitting next to me. And Steve and I have very similar skillsets as well, not the same, but very similar. Funnel building and speaking, and things like that. And so, it was tough because inside of the ClickFunnels organization, it was hard for Steven to be like, "Hey, I want this role" because that was my role. And so he was able to do a lot of cool things and work with us and have success. But there's a point where he was just like, "Inside of this environment, there's already a Michael Jordan. I can't be the Michael Jordan." If there wasn't, he could have been in this environment and said, "I'm going to take that role" and stepped up and dominated it. But because there's already someone playing that role, it was hard for him. So he wanted that role. He desired that role. He had developed himself so he'd be worthy of that role. And so he had to go out on his own to go and create it. And he did. And he's been super successful ever since then. And so, anyway, that's what I wanted to share with you guys. I think knowing that it's looking at any kind of partnership and looking at, first off, are you going to get along with that person? Which you never know, short term it's easy to get along with people, long-term, you never know till you get in business with them. But making sure you have enough love and respect for somebody that if it works or doesn't work, you're able to work it out. Dean and I, I love him as much now as I did before, and we never got any big fights or arguments, but it was just like, we both knew, I think. It was just like, "Hey, you're Michael Jordan. We don't need two of us. We're going to lose the game if we do that. We need someone who is in charge." And I was able to hand the reins to him and he's running with it, and you'll see what they're doing during the next launch, and it's amazing. It's definitely probably different than I would have done it, but doesn't matter. There's no right or wrong, it's just whose vision are you executing on. And Dean's vision is amazing. And so, that's how it worked. With Todd and I, it's a little different. And he's able to execute on the vision on his side, I can execute on the vision on my side, and we have love and respect for each other that we can make it so it all works. And so, think about that as you're going into business with people, if you are doing partnerships. Unfortunately, that was one of the negative things I saw in the Inner Circle. One of the reasons why I eventually paused it was just there started being drama. People starting businesses together and not working out. And then there being hard feelings. Those are the things that always want to be cautious of. So I'm always very nervous getting into any kind of partnership or relationship. It's good to work with each other I think as either employee, employer for a while, or as project based stuff until you've had a chance to see how they're reacting to the situations and how you get along with them and stuff like that. Because, a lot of times, if you get into business together and it doesn't work out, it can end a friendship, which is the worst thing. And for me, this business is just a game we're playing to keep ourselves occupied, and it doesn't actually really matter that much. So, it's just part of it. It's a big game we're playing to hopefully learn some skillsets, meet new people along the way. So, there you go. There's my answer for, is it possible for multiple entrepreneurs to work effectively together on a project or within a business, or is it better to have one entrepreneur leader and build a team of talented people to execute their vision? So, hope that helps. That said, thank you guys all for listening to this podcast. If you enjoyed it, please go to iTunes and rate and review it. I've been doing this for six, seven, eight years now. And if you haven't had a chance to review it, please, I'm trying to bring you things that I feel like will help you invest in your business. Hopefully they are. Go rate and review. Leave some stars, even if you don't love it. Let us know. We read those, and it would let me know how I can better serve you guys in the future. So, that said, thanks again, and I'll talk to you guys all again soon. Bye, everybody.
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