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Marketing Secrets (2013-2014)
6 minutes | Oct 29, 2014
Inbound Vs. Persuasion
How one good presentation can transform your business overnight. On this episode Russell talks about speaking at a Mike Filsaime event and selling 36% of the room and how he did it. Here are some cool things you’ll hear in today’s episode: How this one event Russell was able to sell 36% of the room. Why Mike Filsaime said Russell had one of the best presentations he had ever seen. And why this presentation actually got Russell more opportunities to speak at other events. So listen below to hear how Russell was able to do so many sells at Mike Filsaime’s event. ---Transcript--- Hey everyone. This is Russell. I want to welcome you to Marketing in Your Car. Hey guys and gals. So this episode is kind of weird because I think it is the first Marketing in Your Car I have actually done when I am not in my car. Maybe there are one or two others, but that is what is happening today. I am at the office, and just want to share something cool with you guys because I think it would. I had a chance this last week to watch one of my friends. He posted on Facebook. He is a big believer in bound marketing. I agree with him for the most part. He is trying to get clients and make arguments, but he is talking trash about conversion and sales and persuasion and all these things. It makes me laugh because that is where his background came from, and that’s what he learned. That is what has worked for him in the past. He is talking trash about that so he can sell his inbound marketing thing. I read it, and I just kept going back and forth. Do I agree with him? Do I not? Which parts do I agree? It was interesting because there are parts that I definitely agreed with him on. I do believe that it is the future. I believe in ad networks versus they don’t squeeze pages and sales letters and things like that. There’s that side of it, but the other side of it, which I think he is sort sighted on, he is trying to throw the baby out with the bath water, so to speak. His persuasion says it is important to understand, and if you understand those, then it just works. This weekend I had a really cool experience. I got asked to speak at Marketing Genesis, traffic genesis event. I went and spoke there. There were about 120-130 people in the room when I started speaking. I created a presentation. I don’t know how many of you guys have gone through my perfect webinar presentation, but I have this script that I have built over 10 years, and it has taken the best I have learned from all of my coaches that have taught me how to speak well. I have learned from Ar and Moore and Jason and Dave Vanhoose, Perry Beltcher, and so many people. More than I could go through right now. People have helped me tweak my presentation and tweak it and tweak it and tweak it. I am to the point now, I call it the perfect webinar because it just works. Anyway, I got asked to speak there and so I spent a day and a half or so just working on the presentation getting it perfect. I just, I literally just followed my script to a tee. I didn’t deviate from it at all. I just used the script. I opened my hand out. It goes through all the different pieces, and that is all I did. I went and gave the presentation, and it was really cool. After I pitched I ended up closing 36% of the room, which is the highest that I have ever done. Probably one of the highest that I have ever seen. I was just reading my skype right now and Mike said, “Hey, wanted to webinar for your offer. One of the best offers I have ever seen. Maybe the best. It was kind of cool. Just really exciting. I closed 36% of the room at a $1,000 price point. What is interesting is what has happened since then. This is the power of a good offer. If you get a good offer and a pitch that converts, all the inbound marketing stuff is good, but man it will turn your outbound marketing on fire. I did that presentation. Did my whole pitch, my close, everything. Made a whole ton of money. From there, almost instantly I had four or five people come up and beg me to do that webinar to their list. Mike and Andy asked me. Right now, people are lining up to do that webinar to that list because they saw it converted, saw it was going to make them a ton of money, saw that it was awesome. That is the power of having a good converting offer. People will line up to sell it for you. I think it was Gary Halbert said, I can’t remember. A couple different quotes. One of them said something about, “Just one sales letter will make all your problems go away. One good sales letter.” I think it’s true. Literally there have been two or three times in my business career where because of stupid choices on my side, we have almost gone bankrupt or things have almost happened. Every single time it is one good pitch, one good offer that totally saves and changes everything. While I agree with the whole inbound concept, I think that is where we all need to be going. After you use outbound concepts to get somebody in your funnel, that’s where the persuasion and the sales skills and all the things we have been talking and teaching and doing for the last 10 years. They still work. They work better than ever. You just have to learn how to do it. We don’t have the slide yet, but in the next month or so I will probably put it live. If you go to perfectwebinar.com, I am going to have a DVD there that goes to my perfect webinar script. I will do free plus shipping. I recommend getting it because that thing works. I just followed my own template, filled in all the blanks. Did the presentation and boom it works. I hope that helps you guys. I appreciate you all for listening. This is episode 99. The next one coming out is 100, and we will have a new theme song. I appreciate you guys, and we will talk to you soon.
6 minutes | Oct 21, 2014
The Slight Edge
A few quick things you can do to give yourself the edge. On this episode Russell talks about how he uses supplements to get a slight edge and how he does the same thing in business. Here are a couple of interesting things to listen for in this episode: Why Russell uses so many supplements and how people react to them. How Russell is always trying to have a slight edge on his health and his business. And what three types of people you will see in both business and supplement taking. So listen below to hear how supplements give Russell a slight edge. ---Transcript--- Hey everyone. This is Russell Brunson, and welcome to a very cold and rainy Marketing in Your Car. Hey everyone. We are almost on episode 100, which is exciting. At 100 I am changing the theme song. I promise. I honestly can’t believe I have listened to 100, that theme song over 100 times. We have new things coming out. Also, I wanted to see how long all my podcasts have been. So I took them all, and I am getting someone to transcribe them all so I can put them on the blog, and all that fun stuff. I am posting it out there. I had my brother rip all the audios. We put them into one long thing. That’s not counting the music. Just the actual talking parts. It ended up being seven or eight hours long. Maybe it was even longer. It was crazy. I was like, “Man. That is a short key to my office. Can you imagine for a lot of you how much time you spend each day in the car?” It is insane. So, anywho I wanted to talk about something I think is funny. As lot of you guys know I eat really clean and healthy. I also am a big fan of supplements, and every morning I have a supplement regime that takes me almost an hour to do. Some people think that is crazy. Why would I spend an hour doing it? I have my kits there. Aden helps me. He helps me juice, and also helps me pick out all my pills. We take whatever out of each bottle, and I have this huge stack of stuff, and I take all those. I take a bunch of powders and mixes. I look forward to it every morning. It is my favorite part. Usually when I am doing it, I am super tired. I take all the stuff and in about 15 minutes or so, I just feel like a million dollars. It is really awesome. Last night I took a picture of my supplements to post on Facebook. I thought it would be fun to get people’s responses. Man, it cracks me up. People’s feedback. Some people, and it’s funny because the people who are the least healthy are always the ones who are trying to explain to me how it’s going to kill my liver all these types of things. It makes me smile because I think about all the stuff I am taking compared to one big mac at Mcdonalds. It makes me laugh. Also, the super healthy people who have their thing that they follow and they believe, and they stick with that, and they won’t. They said, “All you need is this. All you need is whatever.” They have their thing. Then there’s a couple guys who I know who are always trying to push the edge on things to get themselves the slight edges. All of them posted pictures of their supplements. Some of them have twice what I had on mine, which was fun as well. I just thought it was funny. I started thinking about that. In all aspects of life. Again, obviously I am a big believer in supplements, but during Halloween, not Halloween, we went down to this Halloween celebration to my brother in law, sister in law’s house. They saw me taking all these things. It was interesting, my sister in law, she said something that I thought was kind of cool. She said, “Wow. You always look for little things to give you the edge.” I thought about it, and that is what supplementation is. I am trying to figure out what little tweaks, what little hacks, what little things are there that I can take that are going to give me nutrients that I am not able to get out of my food, that are going to give me things that will help me open up my mind, or increase my energy in a natural way that’s not tied to caffeine or tied to these horrible things. All these little incremental things that I am adding into my supplementation have been amazing. That is the first part, and then I started thinking about also from a learning stand point. For me, I am always trying to get the edge. That is why I read so much. That is why I study so much. That is why I am always listening to trainings and audios. I want to get those tiny things. Each little supplement I can learn and put it in my brain can give me an edge and help me increase my business and help me make more money and help me to serve more people. For me, just like supplements, I am always looking for those little things. I think about the people that almost had the same response with the supplements. I look at their life, and I think they’re response of information would be very similar. Those who fight to have enough and they don’t need to do learn more, who would mock my library. Then we have those who already have, who do, you know a lot, but they don’t want to learn anymore, and those who are trying to seek knowledge in all aspects of life, and try to search out the best things. For me, I like the idea of always searching out the best things. Trying to find those little edges you can take that are natural. From a learning standpoint and a nutritional standpoint, to help you get to where you want to get, faster.
7 minutes | Oct 13, 2014
Straightening Out The Wheel
How to find coaches to get your unbalanced life back into balance. On this episode Russell talks about having a life that is like an unbalanced wheel and he is working on straightening it out. Here are some interesting things you will hear in today’s episode: Why some areas of Russell’s life are amazing and others are struggling. What Russell is doing to try to balance out his life so it’s amazing all the way around. And why it’s important to work out your life and make sure its balanced. So listen below to find out what Russell is doing to straighten out his wheel. ---Transcript--- Hey everyone. This is Russell Brunson. I want to welcome you to a brand new, exciting, awesome episode of Marketing in Your Car. Alright everyone. It has been a little while since I have done a podcast. Had kind of a crazy last month or so. Has it been a month? Probably not. It has been quite awhile. Since last we spoke we launched click funnels. It is going great. People are loving it. We are changing the whole industry, and it’s awesome. Loving that. I want to do something different because today I woke up, and I am in an awesome mood. It is funny because there is a bunch of stuff that I could and should be upset about or frustrated or whatever, but I am in an awesome mood today. There are a lot of reasons for that. For one, I am just grateful for my family. I am grateful for click funnels. I am grateful for my partners, just everything that is happening. It is just awesome, like nothing could pop my bubble right now, which is really cool. The other thing I want to mention, and I think it’s important, is I want to ask you guys, I want you guys to look at your life. There are different areas. Remember at a Tony Robbins event he had us do this in a circle. Each section’s circle was a pie, each part was part of your life, your personal life, your financial, your spiritual, your physical and all those kinds of things. He had us draw from 1-10 where we felt we were at. If you were close to the center of the circle, the further out you went, the better it was. You drew these lines across each of the sections of the pie, and afterwards you looked at it, and it was this lopsided wheel. Everyone has one or two aspects of their life they are crushing it in. The other four or five they are really struggling it. It was interesting. He said, “Look at this as the wheel. How can you drive on this? Parts of it are super close. The edges are super close to the center. Part of it is like a real circle.” I think that is what my life has been like. I have been having great success in a lot of areas, and having a lot of fun and things, but other parts of my life are really struggling like my physical part. I wasn’t sleeping. I wasn’t eating right. I was doing a whole bunch of stuff to try to get the launch out. Things became lop-sided. I did a podcast a while ago about the unbalanced life, which I still think is important, but I started thinking recently about that. I have certain aspects of my life, half I am crushing in and half I am struggling in. I started looking at what are the traits in things that are happening in the areas that I am really successful. I have coaches and a team around me helping me in those aspects in my life. Those other ones, I am just going at it on my own and hoping for the best. Recently, a little while ago I hired this guy. I am not sure if I told you guys or not. I don’t know if I told you or not, but I went and got my blood tested in the middle of our product launch thing. My hormones were out of whack from lack of sleep, lack of, I definitely went unbalanced for a while. My hormones suffered because I gained a bunch of weight. It was hard to sleep. I had low energy. All of these things came from that. I went to a nutritional doctor, and he told me what I needed to do, and I didn’t agree with it and it scared me. I didn’t want to do. I looked out there, and I looked at my personal world, and try to find somebody who is really good at fixing the issues that I was having. I found this dude. His name is Caleb Jennings. You can search for him. He is awesome. He is really expensive, $600 for a coaching call. I did my first coaching call with him, and he recommended a bunch of dietary things and a bunch of supplementation things and other things. What I am eating now is so weird from what I have ever eaten in my whole life. We just got started. “There’s two way to do this. The fast way and the slow way.” I said I wanted the fast way. He said the fast way is really expensive. I said I didn’t care. I want to get where I want to be as quick as I can. Here is all the supplements that you should be taking. I spent $2,000 in supplements. I did that, changed my diet. I have been on it for 10 days now. I can’t tell you. I feel better now than I felt my entire life. It is truly amazing. I feel like I am glowing. I feel so awesome. The point of this podcast because now I am at the office is, start looking at the areas of your life that are unbalanced and things you are not happy with instead of trying to trailblaze on your own like we always try to do. Go find a coach for that area of your life. There are coaches out there coaching people on anything. If you are struggling spiritually or financially or health wise, go find the person who is doing exactly what you want to be doing, and figure out how much it is going to cost and pay him. It will get you where you want to be so much faster. I was listening to Tony Robbins this weekend, and that is one thing he said as well. If you want to be successful, you can’t find a good strategy. You have to find the best strategy. Find the best strategy. Find the person that you like the most and model them. Model them to a tee. If you do that, that is where you are going to be successful. That is what I am doing now. I am finding the areas of my life that are lop-sided, that I am not quite happy with. I am finding coaches and get there quick. The last 10 days, we had a family trip this weekend, and I was driving, and typically when I am driving I am snacking on food and trying to stay awake. Kids are going crazy and it is stressful. This time I didn’t eat any snacks. I was just driving there. I had so much energy. I was so much more fun. I was goofing off. It was night and day. My wife was like, “what is wrong with you? You are so happy right now.” I said I don’t know. From the changes in my diet and supplementation, I feel like a million bucks. I am going to find some coaches for the other areas of my life I am struggling with, and I will be firing those as well. Do the same. Appreciate you guys. Thanks for listening. Have an awesome day, and I will talk to you all soon.
6 minutes | Sep 23, 2014
The Reverse Product Launch
A cool new way that we are rolling out our new software to the world. On this episode Russell talks about the Clickfunnels product launch and how it’s different than other product launches. Here are the coolest reasons to listen to this episode: How a product launch works and why it doesn’t necessarily mean you have to have all your ducks in a row. How this launch is really more like a reverse product launch and how it will work. And Why Clickfunnels is being launched differently. So listen below to hear the plan of the Clickfunnels product launch. ---Transcript--- Hey, everyone. This is Russell Brunson, and I want to welcome you to a very special launch-day “Marketing in Your Car.” Hey, everyone. It’s been a little while since I talked to you guys, probably because we have been killing ourselves getting Click Funnels launched out. I’m driving home at about four in the morning, and I’m driving back a few hours later. I’m usually a little bit too tired to talk [laughs], but the good news is that today’s the day. We’re going to go live, and it’s exciting, and it’s scary. It’s so many things, but above all I’m excited to share this tool, this gift, whatever you want to call it, with the world, and so we have spent insane amounts of time, effort, money, energy [laughs] to bring this to everyone, and today, we have the fruition of that, which is exciting. What I want to talk about today, just while I’m thinking about it, every one of us, depending on if you’ve got a business already, and you’re rolling out new ideas, new projects, new things, or those who are just getting started, there comes a time when you have to launch, and a lot of times, you probably think that all of us who are doing launches, that we’ve got everything, all of our ducks in a row, and it’s always perfect, and it’s sunshine and roses, but the reality is, it is crazy every single time. We’re juggling a million different things, trying to get everything done, but it’s fun to see it all come together. Now one thing that we learned from doing this or any launch is that first when you start a project, you get all of these things you want to do and then as you get closer and closer to the deadline, you’ve got to start chopping things and pulling things off, and it gets smaller and smaller until you get to where you’ve got something that you can actually do and put out there in the world, and even right now, it’s kind of fun with this launch. We kept on changing it and figuring out what we had to have to go live, and we picked a date, and we’ve stuck to it, and now it’s go time. One thing that’s interesting that we’re doing on this launch – I think we’re going to start a trend – maybe. I’m not sure, but we’re doing a reverse launch, so most people do product launches where they show you training video number one, then video number two, then video number three, and then video number four they sell you, and they open the cart and you can go in and you can sign up. This one is going to be backwards. What we’re doing is inside Click Funnels, we’ve got basically five or six different funnel types. Today we’re going to launch, and we’re going to launch one funnel type, which is our opt-in funnels, which that, by itself, makes us a better alternative than any of our competitors, so it does it better, easier, just right out of the gate. That’s the first thing we’re launching today, and that will give us a chance where the promotional video’s all about that feature and about thing, and we’re talking about that one little thing, and then two days later, we’re going to unlock the next feature, which is our automated webinar funnels and our webinar funnels, and so that will come out. Then, “Boom,” we’ll launch a new sales video with that. We’ll have training that goes with everything and we’ll indoctrinate and get people using that, and then three days later, we open our sales funnels, and after they open it, we’ll go in there and help people get those integrated and get their shopping carts in there, et cetera, et cetera, and then after that we have launch funnels and the membership sites, but we’re doing an internal rolling launch where we’re rolling out new features every three or four days, for a couple of reasons. One is that it gives our affiliates a reason to promote every two or three days, which is very good for sales. That’s the first thing. The second thing is it gives us a chance on the support side to make sure we’ve mastered one funnel type, and make sure that it’s perfect and that we have templates and Q&As and all of those types of things. Just to make sure we’ve got that one funnel perfect. And then on the third is that it gives the customers the ability to really get in there and immerse and learn one thing at a time, and so anyway, we’re excited. That’s the strategy, and it’s never been done before, so it will be fun to see what happens on a reverse launch, and see if it blows up in our faces, or if it does awesomely, but either way we’re excited, and just really excited to share Click Funnels with the world. It’s funny. Somebody posted on Facebook the other day about how they thought Click Funnels was the biggest marketing innovation since e-mail auto-responders, which I personally do believe, but I remember that I posted in there – and I thought about it a little bit before I posted, and I posted, and I said, “Look, guys, even if we never sold a single copy, this tool will make me and make my company millions of dollars. I’m just so grateful to be the one that has the chance to share it with you guys,” and that’s really how I feel, and so today, if you’re listening to this podcast, go get your Click Funnels account. Again, we’re giving away free trials, and I promise you guys you’re going to love it. It’s going to change your business. It’s changed mine already, and will continue to do so for the rest of my life. I’m at the office now. I’m going to go in. I’m going to push the last few buttons and give everybody everything live, and in a few hours it’ll be show time. I appreciate you guys listening in, and we’ll talk to you soon.
6 minutes | Sep 8, 2014
The Unbalanced Life
The secrets of temporarily unbalancing your life to achieve your dreams… On today’s episode Russell talks about why his life is unbalanced because he isn’t getting any sleep and why right now, that is okay. Here are some things you’ll hear in this episode: Why entrepreneurs don’t have the privilege of living a balanced life when you are just starting out. And why you have to sacrifice balance sometimes to get the momentum you need to succeed. So listen below to find out why it’s okay for Russell to live an unbalanced life sometimes. ---Transcript--- Hey, everyone. This is Russell Brunson, and I want to welcome you to a special late night “Marketing in Your Car.” Actually it should be called, “Marketing in Your Ferrari”, because right now, late at night, I’m driving to the office in the Ferrari. Hey, everyone. I want to welcome you to this webinar. This is not a webinar. This is a podcast. You can tell my brain’s a little bit fried right now. Over the last week or so, we’ve had Todd and Dylan and Chris and the entire Click Funnels crew flew in to Boise so we could focus on getting Click Funnels live and launched, and it’s been super fun. We’re halfway through the week, and we’ve got the other half coming up, and so I’m going in for another late-night session so that we can keep cranking this thing out so we can have it ready for you guys all to experience here soon, and I’m really excited. We’ve got some amazing changes. If any of you guys have used Click Funnels yet, you’re going to be blown away by the new editor and the new UI that we’re rolling it out on Thursday, and so we’re trying to hit a hard deadline and get it all done by Thursday, which will be pretty cool. So that’s why we’re all killing ourselves right now. I was thinking about some stuff recently. In my life, I’ve been trying to do so many things. I’ve been trying to get this new company launched while keeping our old company growing, while being a dad with my kids now in football, and my daughter in soccer, and then trying to be a good husband, and trying to do all of my church responsibilities. There’re so many things that are happening right now, and I’ve been trying to live a balanced life and because of that, I basically had to cut out sleep almost completely from my schedule, which has caught up with me. It’s been hurting, so I’ve been trying to get some more sleep, and so I’m trying to figure out, what do you do? They always talk about living a balanced life, and how do you do that as an entrepreneur, especially when you’re trying to launch a new company, and trying to provide value to the world. How do you do it? I was thinking about a couple of things, and funny enough, by both of them coming from Mark Cuban, who, if you guys don’t know who Mark Cuban is, you’re probably living under a rock right now, but one thing he said that was really interesting, and I’m going to slaughter the quote, but he said something along the lines of – something about sleeping at night, like, “While my competitors sleep, and I’m staying up at night getting ready to kick his butt,” or something like that, and so that’s been our mantra, because we’ve been going through this. We’ve got a couple of big competitors, some of them with VC money and everything that we’re competing against. We’re the ones busting our butts at night while they’re sleeping soundly in their beds, and they’re not going to know what came and hit them, so that’s exciting. The other Mark Cuban thing was I was listening to, watching “Shark Tank”. This was a couple of months ago, but I remember this one scene, and it kept replaying through my head this weekend as I was trying to figure out how to become more balanced. He was talking about how, as an entrepreneur, when you’re first getting started out, you can’t lead a balanced life. He was talking about how things have to fall to the wayside, because there’s so much effort and momentum that has to go into launching this thing. He was like, “Entrepreneurs do not get the privilege,” or whatever you want to call it, “the luxury of having a balanced life when they’re getting started.” Someday, obviously, the goal of being an entrepreneur is to shift that, right? So all of this effort, you kind of frontloaded turns into this company that pays for itself, pays for you and your family so that you can go and live those things you want. It got me thinking about that. It’s not good to always live your life unbalanced, but there are times when I think you have to, to be able to push forward and to succeed. I look at when I was wrestling in high school and college. My life was very unbalanced towards that, but that’s what I had to do to be able to succeed. You’ve got to sacrifice other things to be able to do that. I look at the two years I spend on a mission for my church, and when I was doing that, life was very unbalanced. I was giving up everything else to be able to focus on that aspect and to be able to serve the world in that way, and so while I think that the goal is to get to a balanced life, I think in order to get the momentum you need to succeed at almost anything, that initial inertia comes from being not in balance, and so you have to kind of pick and choose. Tonight, my wife and I sat down, and we started talking about what aspects I need to cut during this process to be able to function, so there’s going to be some things in my life that I love that I’m going to have to cut out just so that I don’t die [laughs] from lack of sleep and lack of everything, right? So one of the things I’m going to cut out is going to be weight-training. It’s going to be this and that, and like, “What are the pieces I’m going to pull out so that I can focus on the good stuff which is obviously launching this company and having success with it and all of those types of things. Anyway, kind of fun – that’s what’s going down. I’m at the office now. Late night, I’m driving the Ferrari. Things are good. Time to get this Click Funnels launched so it can change the world, both your guys’ and mine. I’m excited, and I will talk to you guys soon.
12 minutes | Sep 4, 2014
Working On The Defense First
Lessons that I learned from my Greco coach, and how they 10x’d my results. On this episode Russell talks about his wrestling career and some of the things he learned when he started practicing for the Olympics with a new coach. Here are some of the things you will hear in today’s episode: A brief history of Russell’s wrestling career and some of the experiences he had. Why he questioned his Olympic wrestling coach until he saw the brilliance of what he was teaching. And why it is important to use what he learned in other aspects of his life. So listen below to hear what Russell’s Olympic Wrestling Coach taught him. ---Transcript--- Hey, everyone. This is Russell Brunson, and I want to welcome you to a very late night “Marketing in Your Car.” Hey, everyone. It is eleven o’clock at night. I just got done with a two-hour wrestling match, and it was awesome. One of my buddies who’s been my jiu jitsu coach for the last few years or so – I wanted start to do some hard wrestling, and he was trying to learn some wrestling, so we’ve been going a few nights a week at night and beating the trash out of each other. We just got done with that, and I had so much fun. It was awesome. Despite the fact that I’m old and I’m out of shape, I could still do all right in wrestling, which makes me happy. I’ve got a little drive home right now, and I want to talk about some stuff. I have no idea if this is going to relate to you or your business at all, but I think it’s really interesting, and I think that there are things that you can grasp from it, whether it be in your business or in your personal life. I’m going to be honest. I don’t know how these directly relate to you specifically, but it’s a principle that I learned in a really interesting way, and I’m going to share that with you, and hopefully you’ll get some value out of it. I think that if you think about it, and try to figure out how to apply it to your circumstances, you’ll find value, but it’s not going to be surface-level. It’s not going to be like, “Oh, yeah. This is how this works,” and so if you listen to this podcast, and you don’t get it [laughs], listen to it again, and then just think about it, and think about a couple of different aspects of your life. Think about your personal life, your business, your relationships, because I think that this is applicable on a lot of different levels besides the one I’m going to share with you right now. There’s my preview for this podcast. The backstory is – a lot of you guys know my wrestling background. I wrestled in high school. I was a state champ. I had a chance to go the High School National Tournament, and I took second there. I became an All-American, lost in the High School National finals by two points. It was a really close match, but it was amazing. Out of all of the things in my life that I identify myself as, I still to this day, if you were to ask me, “Who are you, Russell?” I still consider myself a wrestler. That was, more than business, more than anything else, that was the thing that defined me and made me who I am. I just love wrestling, and so I got done with high school, I got a scholarship offers at a couple of places. I wrestled a year at BYU, and then they cut the wrestling program, so I transferred up to Boise State. I wrestled my last four years there, and I just had a great experience. I can’t tell you how many happy moments and the stuff that came from that, but again, the defining thing in my life is definitely that. I’m sure that all of you guys have in your life something that – I look at my life before wrestling, and I’d come home from school and I’d watch cartoons [laughs] until dinner, and then I’d eat dinner, then I’d go to bed. It was the first thing I had where I had a dream, and I had a goal, and I put everything – my blood, sweat, and tears into it and chased that dream and achieved some big goals, and also didn’t achieve some goals, and I learned how to win, and I learned how to lose. It was just – to this day, the greatest thing I’ve ever had a chance to experience – that was my wrestling. Then when I got done with college, I took a couple of years off, and ate a lot of food. My wife got pregnant with twins, and I gained a lot of weight because of this whole thing, and fast forward about four or five years later, I just really missed wrestling. My business was cranking. We were making money, and I did a podcast about this earlier, so I’m not going to tell the whole story again, but I decided I wanted to train for the Olympics. We built an Olympic training center out here in Boise. I hired an Olympic Greco coach, moved him out here. We moved out six or seven guys who were training for the Olympics, and I hired them. They worked for me, and then we were wrestling every day. It was a really cool experience. But the story I want to tell you guys today is we brought this coaches in to Ivan Ivanoff, and to this day, one of the most amazing people I’ve ever met. I don’t think I’ve ever even told him this before, but one of the people I look up to more than almost anyone else in the world, and just an amazing human and an amazing person. I remember we brought him in as this coach, and he had actually come from Bulgaria with basically nothing – showed up here in America. He moved out to Utah. He got this job coaching this little kids’ club. My little brother’s in that club, and in two years, he took my brother, and this group of kids who didn’t know Greco at all, and within a year and a half to two years, my brother took second place in the country in Utah and the state took first in the country in Greco. He has this amazing ability to put his hands on somebody, and have them transformed. As soon as he did that with these high school kids, then the Olympic team brought him up, and he started coaching the Olympic Greco team, and raised up some of the most amazing athletes really, really quickly and just awesome, so when I wanted to start wrestling again, I was going to have someone, I wanted Ivan, and I’d never had a chance to personally work with him, but I saw what he did with my brother. I saw what he did with these other people, and so I wanted him there. I was lucky enough and blessed to have him agree, and he moved to Boise and he started coaching us. It was interesting because I remember the first probably four or five months, we were practicing, and I was really frustrated about how he ran practices. I was almost confused, and I was thinking, “What is this guy doing? Does he not know how wrestling practices run?” Literally, what we would do is every Sunday we’d come in, and in wrestling you’ve got an offensive guy and a defensive guy, right? So I’m practicing moves on him, so I’ll have a guy stand there, and I’ll practice shooting on him, and I’ll practice taking him down. I’ll practice different moves. The defensive guy plays like a dummy, and he’ll let you take him down. That’s how you drill, right? You practice that way, and then you go and you wrestle matches where everyone’s going live, so you have this dummy’s day where your defensive person is like a dummy just standing there and going through the moves, and then you have full-speed wrestling where the guy’s going a hundred percent. Ivan, literally, probably about the first four or five months, all he would do with us is he would drill the defensive guy on how to be a good partner, and like I said, I was getting so frustrated, like, “Ivan, you need to be teaching us stuff. I need to be learning some new take-downs. You need to be drilling us,” but he would focus on the defensive guy and getting the defensive guy to be a better partner, and teaching him to react the right way as a defensive partner needs to do. Literally, every single day, we’d come to practice and we would drill defensively how to be good defenders during practice, how to be a good dummy man. I was so frustrated, and I remember one day he told me, “Russell, right now when our guys are coming in here, they’re drilling against people who don’t know how to be dummies, so that’s not going to help them in competition. In competition, if you’re not practicing against somebody who is a good partner, who is giving you the right looks and the feel and the pressure and things like that, if you’re not practicing perfectly in your practices, when you get in competition, you’re not going to be at that level,” and so he spent those three or four or five months getting us to be good defensive wrestlers, to be good dummies, and then as soon as he did that, and as soon as he got to the point where he said, “Yes, now you guys are good defensively. Now you’re good practice partners. Now we can focus on the offense,” and then he started focusing on the offense, and I saw the brilliance in what he did. Literally because everyone on our team became great at being the dummy, and at giving the right looks and the right pressure when someone was drilling on you, when he started introducing new moves, we were able to pick them up, and not only pick them up faster, but our technique was perfect because the partners we were drilling against were defending them perfectly, and they were giving the right pressure and doing the right things, and so you could literally just start seeing the huge improvements in yourself. I look and a month and a half, two months later, that team that we had built up went to the U.S. tournament, and we were this unnamed team. I can’t remember – I’m pretty sure we won first place at that tournament, if not it was just because we didn’t have as many guys as the other teams, but just we did awesome. We had three or four guys in the finals, and it was really fascinating to watch that. I’d forgotten that lesson, until a little while ago when I was wrestling with Jason, my jiu jitsu coach, and I t
6 minutes | Aug 29, 2014
The Power Of The Order Form Bump
How I can make as much front end revenue giving my product away for free, as I can selling it for full price. On today’s episode Russell talks about something so easy that everyone should be doing it, but nobody is. Here are some cool things you will hear in this episode: The secret that has transformed Russell’s business. And How Russell can get three times as many customers and make the exact same amount of front end cash, before up-sells. So listen below to find out how Russell was able to transform the way he does business. ---Transcript--- Hey, everyone. This is Russell Brunson, and I want to welcome you to another “Marketing in Your Car.” Hey, everyone. It’s been a little while since I’ve done one of these. I’ve been super busy, and was actually out until about three o’clock last night recording the coolest promo video ever. I’m excited to launch it. It’s a blend between the FourHourBody.com, if you watch Tim Ferriss’ promo video there – it’s a blend between that and “Prison Break” [laughs], and I think it’s going to be pretty cool. It took us six hours to film, literally, twelve seconds of footage, so we’ll see how it all turns out. In my head it’s amazing, so I’m hoping that it actually turns out that way. That’s pretty exciting. What I want to talk to you guys about right now is something that I think is literally changing my business right now, and it’s so simple and so easy that everybody should be doing it – and I don’t see anybody doing it yet. Actually, one other dude, I do. One dude was smart enough to see what I did and copy me. So this is the concept. Let’s say you wanted to sell a $47 product. You’ve got your $47 product, and you’ve got your up sells, and you’ve got your down sells. That’s just trying to sell. For a typical $47 product, you’ve got to write a really good VSL. It’s a lot of work to sell that, right? So you take that into consideration, and there’s your $47 product. Or you create a free shipping product, and then afterwards you have the same up sell and the same down sell you do on the $47 one, but it’s free plus shipping. I want you to go head-to-head with those. I’m curious. If you send a thousand people to both of those, and on your free plus shipping offer, your copy’s not amazing, but it’s a good offer, so people want it. How many people would you think want both of them? I was thinking we’d be conservative. From $47 down to free, let’s say we get three times as many, so let’s say at $47, I get ten customers. At free, I get thirty customers. Now I want to ask you – do you guys agree that that’s pretty realistic? If I had almost the identical product, if it was just as good of a product, with one I’d get three times as many customers by not charging them and by giving it away for free? They just cover five or six bucks for shipping and handling? I’d say that three times is pretty conservative. Let’s say three times four – this argument of what I’m trying to sell you guys on right now, okay? [laughs] So there’s that. Now this is a little secret that we figured out about seven or eight months ago that is literally transforming all three of our core companies. On the page that we’re taking the product, we have the order form, and they put in their credit card information, and then right before they click “Submit”, there’s a little tiny block that has two sentences. The sentences just say, “Yes, I want this,” and “Hey, do you want me to throw in this extra thing that does this that’s really cool. It’s an extra $47. This is a one-time offer, and not available anywhere else.” It’s literally probably thirty or forty words. I’ll have to find out how many exactly, but that’s about it, and then we sell this $47 product. That’s called a bump, that’s like an order form bump. Now, right now, we’re averaging almost forty percent, so I think it’s thirty-eight percent is what we’re averaging – people who buy our free plus shipping offers, who click on that little button. So let’s say we broke it down, and we only got 33.3 percent to do it. So now I want to come back. We’ve got two offers. The $47 product that we’re selling along with our up sells, and then we’ve got our free plus shipping product, but on the order form, we’ve got this little bump that says “Hey, only $47”, and right now, we’re getting a third of the people to take that. What just happened? What just happened is, we get the exact same amount of front-end revenue. Ten customers at $47 or thirty customers at zero plus shipping and handling with a $47 bump, if one-third of those people are taking that bump, which they are in all three of our tests right now. Do you guys see what I’m saying? I can get three times as many customers and make the exact same amount of front-end cash before people see up sells by doing the free plus shipping on page order form bump as I can for a $47 straight sale, and the $47 straight sale – I’ve got to sell the crap out of it, whereas with the free plus shipping, I’ve just got to tell them that there’s a cool thing for free. They pay for shipping, and on the order form I need two sentences to sell them on my core $47 product. It’s interesting. We were doing some consulting stuff, and these guys had a sales page, and then their up sell was their membership site. It was a $1 trial, and they’re getting fifteen to eighteen percent of the people to take that trial. They had some really good copy – a long form video and everything to sell people on that $1 trial. I said, “If you just got rid of that whole video, added that offer to your order page, and write two sentences, they said the lowest we’ve gotten is twenty-eight percent conversion. The highest is over fifty. They’re averaging fifty – pretty close. I think it’s thirty-eight percent or so, are taking that offer. It changes the dynamics of everything. So I want you to think about that. It might be kind of hard to envision from me explaining it, so listen to this two or three times, and kind of map it out, but the concept is amazing. When we launched Click Funnels, we gave away a free trial, and then we had a $47 bump on the order form. That was the lowest one, I think. We had eighteen percent of the people take that. From the eighteen percent, it made something like $60,000 in sales from giving away free accounts. So pretty sexy, pretty exciting and definitely something you guys should look at and figure out how to try to implement in your business. I’m at the office now. I have a fun day planned out, so I will talk to you guys all again later.
5 minutes | Aug 19, 2014
What If There Were Only 20 Hours In A Day?
A cool strategy to redistribute your work day into other areas of your life. On today’s episode Russell talks about receiving advice from his life coach about shaving a couple hours off his work schedule each day. Here are some fun things you will hear in this episode: Why Russell thinks he should be able to get the same amount of work done in a 20 hour day as he would in a 24 hour day. Why his life coach recommends cutting two work hours out of his schedule everyday. And how Russell thinks these changes will go. So listen below to hear Russell’s plan of getting the same amount of work done in less hours. ---Transcript--- Hey, everyone. This is Russell Brunson, and I want to welcome you to “Marketing in Your Car.” Hey everyone. It’s another early morning day for me today. I had my accountability call with me coach, Carl, today, which was kind of exciting. I learned some cool stuff. I’m heading in to the gym, and I wanted to jump on and do a quick podcast because I thought what I learned today was pretty profound. I hope it will help a lot of you guys, too. All of us, as entrepreneurs, have this horrible, horrible problem of working too much. I’m not sure if you guys are the same way, but I’m guessing you probably are [laughs], and it’s interesting. Carl – one of the reasons why I wanted him to be my accountability coach is he used to work the 9-to-5, five days a week, like all of us, and then he started cutting out Fridays, and then he started cutting out every other week and literally, right now he works Monday, Tuesday, Wednesday, Thursday, every other week, so he works eight days a month right now. He’s making more money than he ever was working the whole time, right? Today his big challenge to me was, “Hey, Russell, you need to start shifting your work habits and what you’re doing.” It was interesting. He said that, “Do you think that if God took the day, and instead of making it twenty-four hours, he made it thirty hours, would you get more stuff done?” I was like, “Probably not. Maybe a little bit, but not a ton more.” He said, “Okay, well what if we went the other direction. Instead of having twenty-four hours in a day, he cut it down to twenty hours a day? Do you think you would get less stuff done?” and I was like, “No, I think we’d still be able to get everything done in the same amount of hours. We’d be able to jam it in. A lot of times, when you have less time, you get more stuff done.” He was like, “Well what if we did that to your work day? Right now, what time do you usually leave the office?” I said, “Oh, about six.” He said, “Let’s shave it off so that every day, you start leaving the office at four? Do you think that you could do that?” I’m like, “I guess I could.” He said, “What do you do from four to six, anyway?” I’m like, “I don’t know – just stuff?” He said, “I bet if you cut those things out, all of the stuff you could get done prior to four. At four o’clock, you have to turn your computer off, and you had to leave the office.” We went through the whole process, and he committed me to doing that, which is kind of fun, so I’m excited to start trying that out today. The next thing was he was like, “What about Fridays, man? What do you do on Fridays?” I was explaining. I explained what I do, and he said, “Friday’s kind of dead day, then, right?” I’m like, “Well I get stuff done, but, yeah, it’s not as productive usually,” and he’s like, “What if you just jammed all of your Friday stuff in to Friday morning, and then every Friday at noon you left and took that last half of the day off? What do you think would happen?” I said, “Probably not a lot. I don’t think I’d lose out on too much stuff.” So he kind of committed me to that. So I am shaving two hours a day off of my work day, and then I’m going to shave half a day off of my Fridays, and just see what happens, and my guess is that the world’s not going to come to an end. I’m excited to find out [laughs]. I want you guys to think about that as well for your life. All of us don’t have enough time – enough time for your family, enough time for your church, enough time for all of the different pieces you’re having, but we spend so much time at the office working. So I’m going to try to shave off those two hours and put it into use in other things in my life that are out of balance and see what happens. I’m guessing, I’m not sure yet, but I’m guessing that everything else will just fall in to the right spots. So I’m going to try it. I want to encourage you guys to try it as well. I remember one time I was listening to this old cassette course I bought from Jay Conrad Levinson, Jay Abraham, Chet Holmes – I can’t remember who all. It was called “Guerilla versus Gorilla”, and it was awesome. One of the concepts I learned in there, Jay Conrad Levinson was saying that people have habits – a lot of us will kick our business and work eighty hours a week, and we’re going to work so that eventually we can launch whatever, and then we can cut down to twenty hours a week. He said that what he’s found is that whatever your habits are when you start will be your habits forever. If you want to live a lifestyle where you work twenty hours a week, you have to start working twenty hours a week from day one, otherwise you’ll just never get there. It will become a habit. I thought that was interesting as well. Anywho, that is my game plan to start shaving off some time and redistribute that in other parts of my life that are a little out of balance right now and see what it’s going to do overall. I’m fired up. I’m excited. I recommend you guys test out the same thing. Right now I’m at the gym. I’m going to go get tough, and it’ll be fun [laughs]. I appreciate you guys, and I’ll talk to you soon.
6 minutes | Aug 11, 2014
The Secret Of The Pre-Indoctrination Video
One little secret I learned from the Clickfunnels launch. On this episode Russell talks about the secret of the pre-indoctrination video and why it is so cool. Here are some interesting to listen for in this episode: Why having a perfect sales pitch is awesome, but you also need an indoctrination sequence. And what an example of the process is. So listen below to hear why pre-indoctrination videos will help tell your audience what to think, and therefore what to buy. ---Transcript--- Good morning, everyone. This is Russell Brunson, and I want to welcome you to “Marketing in Your Car.” Hey, guys and gals, and everyone who’s listening. I hope you’ve had an awesome day so far today. If you’re in the car right now, then you’re just like me, and you’re getting excited and pumped up for the day – trying to get in the state, right? I just want to talk about what my mind’s been on all weekend, because it’s been kind of exciting. For the last however many years – seven or eight years, I’ve been watching everyone do their big product launches. They do the multi-video sequences and all of those kinds of things. I’ve done a lot of product launches in my day, but I never really did the whole multi-video thing. For whatever reason, I just never did it. The first time I’ve really done it was with the Click Funnels launch to our own internal list, where basically – and partly it was because we had these really cool product launch funnels that I wanted to test out, where it lets you do four videos and all kinds of stuff, and so I got really excited to try it out. So we made these four videos and they were fun and they were entertaining and we got to use some good content. It was just kind of cool. The coolest thing about it was that people loved the videos. Even those that didn’t buy it, they watched the videos. They loved them. They build a good relationship, and it was cool. I keep thinking more and more about that. I remember I was at a Mastermind meeting, and Frank Kern was there and he was talking what he calls “indoctrination pieces”. He says that before he sells anything, he sends out three or four e-mails of these different indoctrination pieces to pre-dispose people to actually buying. He was showing videos he’s send out. He was showing pdfs. He was showing all of this stuff to go out there and give cool stuff out before you ask for a sale. The other day on Facebook, I was watching a copywriter [laughs]. He’s one of my friends. He was bragging about two or three letters he wrote for Frank Kern, and how awesome they were, and how they did, [imitates] “a million dollars in like twenty minutes,” and all of this garbage. I was like, “Yeah, but in twenty minutes, there’s no way everyone read the sales letter. They just bought because they wanted to buy.” It’s kind of like he had this feeling. Frank came in and he was like, “Hey, so-and-so’s sales letters are awesome, but you have to understand that the sales letter’s just one piece of the sequence to this. The sequence is what sells people. It’s all of these indoctrination pieces. It’s all of these things that are happening ahead of time that pre-frame them and get them prepared and get them warmed up to actually buy, where at the last minute, a lot of people never even read the sales letter. They’re just going to buy it because they’re going to buy. That was kind of a big “aha”, a big epiphany for me. Having the perfect, scripted sales pitch is awesome, and especially for cold trafficking. If they don’t know you, and you’re driving them in from Facebook or somewhere where you’ve got to click and you’ve got to convert them really, really quick. A good old-fashioned video sales letter or an actual sales letter is definitely the way you’ve got to go to convert them, but after they’re on your list, or you’ve got partners promoting it and things like that, I think the best way to do it is to take them through a gauntlet of pre-indoctrination videos and audios and cool things, just to build up that relationship, and do that first. I got excited. I’m going to go back through all of them. We’re in this process now of re-launching our affiliate program and re-rolling out each of our products and a bunch of other cool things. We’re going to be doing that for each one. I’m excited. For example, this week we’re rolling out a new project called “List Hacker”, and I’m really excited for it. With that, we basically used four different videos. The first video is this one that I recorded about a year ago with a guy named Jonathan [inaudible 2:25:14]. He came out and it was a video that I recorded at my old duplex, which is where I actually started my business. I told my list-building story, and how I’d gotten shut down for spamming, and all of these things I’d tried to do. I told that story, and it was fun. So that’s video number one in the sequence, and then number two is me sitting in my office with a whole bunch of junk mail, and I’m talking about junk mail and why it’s important. I tell that whole story, which is again, not really a sales piece. It’s just kind of getting people excited, and it’s something cool that they can watch and get away from their day. The third one is where I do a little more teaching and training how to map out what a list hacking funnel looks like, and in the fourth one I actually show us doing a trip to Kenya, because a percentage of all the money I make goes back to the kids in Kenya. Then from there, “Boom,” then we push the actual sell – push people to the actual sales video which then slam dunks and closes them. It’s kind of fun. I look at all of my projects. What kind of cool videos can I do to illustrate the concept and get people excited and provide some value before I ever ask for the sale? That’s what we’re going to go back and do with all of our stuff. Just for you guys to think about that, even if it’s not awesome sales pieces, just think of three or four cool content videos around that you for each of my products, just to get my warm list internally to get excited and build a little hype, a little excitement, give some value away, and like Frank Kerns, some pre-indoctrination pieces. Get them re-indoctrinated to what you need them to think to be able to purchase your product or service. That’s it for today. I’m going to go in today and bust out some pre-indoctrination videos. We should be rolling out the first video, “List Hacking” today, which I’m excited for, and then we’ll go from there. All right, everyone, have a great day.
6 minutes | Aug 8, 2014
Work Your Way In Vs. Buy Your Way In
The easy way to get to the top. ---Transcript--- Hey, everyone. This is Russell Brunson, and I want to welcome you to “Marketing in Your Car.” Hey everyone. I’m heading back from the gym right now, and I just had a quick thought. Because the drive from my gym to my house is even less than from the office, this one won’t probably be that long. Last night, I had a really cool experience. I had a chance to talk to Dave Asprey from Bullet-Proof Executive. First off, it was really, really cool. I’ve been trying to do the Bulletproof Diet. I thought I was doing it well, but I’ve been gaining weight and gaining body fat. I was like [laughs], “I don’t think this Bulletproof thing is really working. I think there’re some issues here, and so two months ago, I was on his site, and he had a link. It was like, “Hey, five hundred bucks for a one-on-one consultation.” I was like, “All right. Sweet. I can do that,” and so I paid him five hundred bucks. Last night was my one-on-one consultation with him, and it was pretty cool, because literally, I sat down with him on Skype chat, and within about thirty seconds, he told me everything I was doing wrong, why I was screwing it up. I always thought I was doing it intelligently, and I was doing it totally backwards. We completely rebuilt the whole thing, and it was awesome. I gained more from that hour than I could have gotten in five years reading every one of his blog posts, listening to all of his podcasts, and going through all of that kind of stuff. It made me start thinking about how when I first got started in this business, I met this guy. I can’t remember his name, but it was at one of Armand Morin’s events, and I may have even done a podcast about this before, because I think it’s a cool concept, but I started thinking about it again last night. It was a young kid, and he was at this event, and he had joined Armand’s Platinum Group, and I was talking to him, and he was in ten different Platinum groups, and all of these different Masterminds. I was like, “Dude, how in the world can you afford all of that? That stuff’s expensive.” He said, “Russell, I learned something early in my life. There’re two ways to get to the top. Number one, you can work your way in. Number two, you can buy your way in. I choose the second. I could spend three years trying to get to know Armand and become friends with him and do a deal with him and learn from him, and all kinds of stuff, or I can just pay him some money, and “Boom,” buy my way in. I buy into everyone’s programs,” and he just works. –“There’re two ways. You either work your way in or buy your way in. It’s faster to buy your way in.” I was thinking about how with Dave Asprey, I paid him five hundred bucks. Not a lot of money, but I had a chance to spend an hour with him on Skype. We got to know each other. At the end of it, we talked about his book he’s launching. I talked to him about how to promote it, and “Boom.” We feel like we had a connection, and now moving forward, I feel like he will be a friend – someone who I’ll be able to help in the future. He’ll help me, and that kind of thing, whereas if it was someone who I had just contacted him normally, I probably could have gotten through to him. I probably could have met him, but not at the same level as when I was just able to come and just pay and get in that way. It’s interesting. I’m looking at the people who are in my Inner Circle, people who are in my Knight program and in our coaching programs, and its fun, because literally, I have Voxer on my phone, and all of the people in my Inner Circle have Voxer with me. I know their businesses. They ask me questions all of the time. I know their ins and outs. I know their ups and their downs. They get so much more access to me, and I feel like they’re my friends now. Again, I never would have met these people if they’d had to work their way in, but they bought their way in, and now “Boom,” I’m here. I’m on their team. I’m helping them out in their businesses, and it’s a ton of fun. There was a guy the other day who – now, I charge a lot more for an hour-long consult than Dave does, but he bought an hour-long consult with me. It was really cool. I went through the consult, and I gave him my all in an hour. We built out an entirely new business model for him online, mapped out the whole thing for him, and it turned out pretty awesome. At the end of it, he was like, “Hey, Russell, by the way, I’ve got this new thing,” that he was doing, and he explained it to me, and it was awesome, and now I am giving him money back in exchange for his thing. But he bought his way in, and that conversation probably never would have happened. It cost him money, but again, in return, I ended up investing in something he had, and he made his money back immediately. It was pretty cool. That’s my thought for today. There’re two ways to get in, again, you guys. You can work your way in, or you can buy your way in, but it’s always better and faster to buy your way in. That’s my thoughts. If you don’t have the money, then go fricking earn it. Go get a job. Go rake some leaves. I literally, when I bought my first thing, I had to go rake leaves. I bought a $12 rake and a tarp at Home Depot, and I raked leaves for four or five weekends in a row to be able to invest in Mark Joyner’s “Farewell Package”. That’s what you’ve got to do sometimes – buy your way in. That’s my message for today. I hope that helps some of you guys. Check out Dave Asprey’s stuff. Super cool guy. I’m excited for his book to come out. We’ll talk to you guys all again really, really soon. Thanks.
6 minutes | Aug 4, 2014
What She Missed At The Luau
The secret of being present all the time. ---Transcript--- Hey, everyone. This is Russell Brunson, and I’m here in the car today with Dallin, who is my little entrepreneur, and we’re here for another exciting episode of “Marketing in Your Car”. So today, its summertime still, and Dallin wanted to come to work with me today. He’s got his little packet of stuff to work on his projects. It’s going to be exciting. What are you planning on doing today? Dallin: Find out how to build a robot. Russell: He’s going to find out how to build a robot, which is a very important task. Do you think we’re going to sell that if we figure it out? Dallin: Maybe. Russell: Maybe. That’s a good idea. So that’s his plan today [laughs]. I wanted to tell you guys about a thought I had over the last week. It’s been a while since I’ve done a “Marketing in Your Car”, and one of the main reasons was I in Maui with my beautiful wife. She had a birthday, and I surprised her, and had her family come and watch the kids while we were gone, and took her to Maui. We had a lot of fun, but one of the things I learned on this trip – I re-realized, and I wanted to give it to you. I want to share with you guys. One of the last nights we were there, we went to this luau. Everything out there – you know how tourist traps are – they’re super expensive, right? I think it was a hundred and fifty bucks a person, so it cost us three hundred bucks to go there and have this luau, and we were sitting there and we ate dinner, and we enjoyed the conversation with some people we met, and it was really fun. Then they do an actual luau dance, with the hula dances and all of this stuff. It was really neat. We were watching it, and right in front of us to the right, there was this lady who got out her video camera. She opened it up, and she clicked “Record”, and she was looking through this little tiny screen at the hula dance, which, it’s nighttime. Her little hand-held $200 camera from K-Mart barely picked up any light. You could barely see anything, right? [laughs] She sat there for the entire ninety minutes or so recording it, looking through this little tiny screen, barely seeing it, so she could record it so she would watch it again later, I guess? I remember I was sitting there with my wife, and we were watching and enjoying this thing, and seeing some amazing things – people doing some cool choreographic things. I don’t know – I love watching them perform, just doing their talents, and I looked over at this lady. She was looking through the screen, and she’s missing the entire thing so that she can record it, so that she can watch it later. I thought it was ironic. How many times in life we’re missing the most important stuff that’s happening around us, because we’re looking at our computer screen or we’re looking at our phone, or we’re recording something and missing the entire thing. I was reading somewhere on Facebook the other day. I don’t even know whose concert it was. It was some concert. I think it was Jack White or something. I have no idea who that is, but I remember I was thinking Jack Black and he was a white guy, and his last name was White, so I think it was Jack White. Some of you guys probably know who he is. I think it was him. He was doing a concert. I think he was on some TV show – Jay Leno or, I guess Jay Leno’s not on anymore [laughs]. That shows you how up I am with my pop culture, right? But anyway, he was on this show, and he was talking about how they don’t let cell phones into their concert. He said, “We don’t want people watching it, experiencing it through this tiny little screen. We want them actually experiencing it. That’s why we do live concerts. They can go and watch the YouTube clips if they want to watch YouTube clips, but if they want to actually experience it, they have to be there and be present and experience it.” That’s my big take-away, was that most of us aren’t present enough. I know I’m guilty of this in a lot of things – in my kids’ lives, sometimes, huh, Dallin? Dallin: Yes. Russell: [laughs] That’s not a good thing to admit to. No, but even one day in Muai, we were sitting there, and my wife and I were in bed and we were texting on the phone, on Facebook, and stuff like that, and I texted her in the middle, and I said, “Hey, how are you doing?” It was just kind of funny. We need to be more present in where we’re at, and we need to put away our phones. When you’re at something amazing, don’t worry about capturing it on video so you can watch it later. Watch it right now, and enjoy it, and be there for the moment, otherwise you’re going to miss it. It happens way too often. The more connected we become, the more its happening. It’s happening to everyone, around the world. So I just want to encourage you guys. Don’t be the person who’s at the luau watching this amazing thing and trying to capture it on video so that you can watch it later. Be present, enjoy it now, and don’t miss the moment, because they go way too fast. So that’s about it, you guys. We are almost to the office. Dallin and I will have a fun-filled day. We’re going to be launching a new project called “List Hacking” this week, which I’m super excited about. We’ve got a video guy coming over to film us and to film some stuff. We’re going to roll it out, and what’s exciting is we haven’t started building it yet. We’re going to build the entire membership site, sales process, everything inside of Click Funnels, and I will be able to get done in a day or so what used to take me two weeks, and so anyway, just kind of fun. We’ve finished the beta for Click Funnels, now we’re going to just be rolling out a bunch of projects just to prove how awesome it is. People can see the power of Click Funnels. It should be exciting. We’re at the office, you guys. Have an awesome day, and we will talk to you soon.
7 minutes | Jul 21, 2014
Tie A String Around Your Tooth And Slam The Door
Lessons in success from my 8 year old son. ---Transcript--- Hey, everyone. This is Russell Brunson, and I want to welcome you to a late night “Marketing in Your Car.” I’m actually headed back home. Todd is in town. We launched Click Funnels last week. It’s been a smashing success, and now we’re doing the other side of the software business, which is keeping up with customer support [laughs], and features, and bugs, and all of that fun kind of stuff. It’s been a lot of fun. He flew in today, and we’re going to be hanging out this week, cleaning it up, and making it perfect so that we can do our big, big launch here. Hopefully within the next twenty or thirty days or so – we’ll plan that out tomorrow, but I’m super excited for that. I wanted to do a podcast today, because I wanted to share a story that happened this afternoon with my son, Dallin. Dallin is the little entrepreneur in our family, for sure, and he’s always trying to figure out how to make more money. He’s doing yard sales and lemonade stands and all sorts of stuff. Yesterday, he told my wife, Collette, that he wanted to open up a bank account. He has a couple of dollars, and she’s like, “Well you have to have more money to open a bank account.” So he’s like, “Well I need to make more money so I can open a bank account,” so that’s his mindset. We were driving home from church today, and he had this idea. He said, “Hey, mom and dad, if I lose a tooth today, then the tooth fairy can give me some money, and I can use that money to open a bank account.” I said, “Yeah, but how are you going to lose a tooth?” He said, “What I’m going to do is I’m going to get a string, and I’m going to tie it around my tooth, and I’ll tie it to a door handle, and I’ll slam the door, and my tooth will get pulled out.” We kind of laughed and giggled, and that’s where I thought it was going to end. Fast forward thirty minutes later, we’re in the house, and my wife and I are making lunch for the kids and getting everything ready for that, and I keep hearing the door slam upstairs. I totally forgot about what’s happening, and so I’m yelling upstairs, “Quit slamming the door,” and then Bowen yells down, “It’s Ellie slamming it. She’s trying to pull out Dallin’s tooth.” [laughs] I was like, “Oh man, hold on,” and so like any good dad would do, I went and grabbed my phone, because I wanted to get this on tape [laughs], so I grabbed my phone, and I ran upstairs. He’d gotten the ribbon from wrapping paper on a Christmas box, and he’d tied a little knot around his tooth, and then he’d tied it to the door. All of the kids were up there trying to figure out how to make Dallin some money, and Dallin was literally trying to pull his tooth out so he could make money so that he could open up a savings account. What was so funny was he was standing on the wrong side of the door, so when he would slam it, the string would actually get shorter instead of pulling it, and two of the times they were doing it, they were perplexed. They were like, “Why is this not working? Why is it not working?” Then they were both like, “Dallin, you’ve got to be on this side of the door.” I’m filming this whole thing on my phone, so Dallin goes on the inside, and they start slamming the door from the inside trying to pull his tooth out [laughs]. They would slam it, and sometimes the ribbon on his tooth would pop off, and other times it would start sliding through his teeth and not pull all of the way out. Anyway, I got, probably five or six times, them slamming the door and trying to lose his tooth. I thought it was really funny. Then I had them stop so that we could come down and have lunch. I started thinking about it. I started thinking about this little kid, right? My little Dallin – he’s eight years old, and he’s got in his mind, he needs money.—““I need to figure out how to make some money.” There’re a lot of things he can do. He can do chores. He knows he can make some money doing that, but thought, “A quick way I can make money is to rip one of my teeth out.” Instead of thinking about it and how it’s going to hurt and all of these things, he just went and did it – just got out there and tied a string to his tooth, tied it to a doorknob, and started slamming the door trying to rip his tooth out. I was proud of him, not because I thought it was the smartest idea to do, but I just look at how many entrepreneurs I have a chance to work with and how many people I work with. Most of them want something, and they want money. They want whatever, but then when you lay out, “Here’s the steps you need to do to accomplish that goal and get that thing you want,” they don’t do it. They’ll buy course after course after course, and they’ll learn, and they’ll hear, and they’ll have ideas and all of these things in their head, but they’re not willing to step up and fricking tie a string to their tooth and slam the door. I think that that’s one of the biggest problems with people today. I’m so proud of Dallin for doing that – for getting off his butt, tying a string to his tooth, and slamming the door trying to make some money. I think that for any of you guys that are listening to this who are on that fence right now, and you’ve been in this learning cycle, and you’re learning, and you’re learning, and you’re enjoying this learning cycle, it’s time to get off your butt, tie a string to your tooth, and slam the door. I really think that mindset, that attitude, that thing that Dallin has, whatever that is, and I’m proud of him as my son for doing that, but it’s what all of us need. I look at the things in my life that have been successful, and a lot of it is because of that – because I’ve just gone out there and tried to do that thing. If you’re struggling, this is your call to action. This is your time to get off your butt, tie a string to your tooth, and slam the door, and go out there and find these things. Just do it. Do what it takes to make money. It’s going to be painful. It might cost you some money. You have to get out of your comfort zone. You’re going to have to stretch probably further than you’ve ever stretched before in your life. You’re going to have to have some sleepless nights. You’re going to have to risk some of your own hard-earned money, and you’re going to have to be able to do a lot of work to reach your dream and to have what you want, but it’s worth it, I promise you guys. It is so worth it. Anyway, that’s my message for you guys today. I thought it was kind of a fun story. If my eight-year-old son, to earn fifty cents or a dollar, whatever the tooth fairy would bring him [laughs], he would have done it, is willing to tie a string on his tooth – on a tooth that’s not even loose [laughs], and try to rip it out to make a buck, what are you willing to do? What are you willing to do to change your life? If you’re not willing to do something, then you’re probably going to keep being it at the spot you’re at right now, so figure out what you’re willing to do, get off of your butt, and go do it. That’s my message for tonight. Thanks, you guys. I’m sure you’re going to be hearing more from me this week. I’m back from vacation now, and we’re having some fun rolling out the new company. I’m excited to be sharing all of the little behind-the-scenes things that are happening with you guys. Thanks, again, and I’ll talk to you soon.
6 minutes | Jul 7, 2014
Lead Or Gold
How to trick your mind to get crap done. ---Transcript--- Good morning, everyone. This is Russell Brunson, and I want to welcome you to “Marketing in Your Car”. Hi, everyone. Today is an exciting day. It’s a Monday, and we are about to launch Click Funnels. This week is our execution week, which is kind of fun. Now, luckily for me, my wife and kids went out of town this week. They’ve gone camping for the next three days, which basically means I get to pull all-nighters for three nights in a row, launch this thing, and then pass out for two weeks straight, unless there’re issues. Then it means I’ve got to not pass out for a week straight [laughs], but I’m fired up and excited. I wanted this podcast just to talk about the process of actually getting a project or a product, whatever you want to call it, out of the door. I know that it’s something that all of us go through, and it’s funny. Todd and I were talking about this as we’ve been getting all of this stuff done. It’s kind of like, I think it’s Pareto’s Law, where no matter how much time you have left before the launch date, things will always fill up all of the available time to get things done. That’s what I’m feeling like right now. Literally, the launch date was two months ago, and then one month ago, and then this week, it’s happening, win, lose, or draw, and we still have so much stuff that’s got to be done [laughs], but it’s at the point now where we’re going to make it happen, and we’re put it out there. We’ll do whatever it takes and kill ourselves and get it done, and then we’ll back fill it, and fix any issues we see along the way. I think one of the things that keeps most people from ever getting their projects out there, and I’m guessing most of you have got at least one, if not ten or twenty projects [laughs] that are mostly done, but they’re not finished yet. They’re not pushed out the door. People, a lot of times, ask me, “Russell, how do you get so much stuff done. How do you get so many things out the door?” I think part of it is because of the philosophy we started using five or six – I don’t know, maybe longer – seven or eight years ago. It started when I heard a tape that was called “The Scuttlebutt Tape” from Gary Halbert and – it wasn’t John Carlton – Gary Halbert and Michael Fortin were talking about copywriting stuff, and one of the things that Halbert talked about was this concept called “Lead or Gold”. It was interesting to me because he talked about, and again, I don’t know if the story’s true or not, but the illustration of what he shared was powerful for me. He said that down in Mexico that when the mafia warlords wanted to change laws, they would go to the government and say, “Hey, you need to change this law.” The government would be like, “No. We’re not going to do that for you. That’s crazy.” [laughs] So what they would do then is the mafia would go and break in to people’s houses late at night – the government officials. They would wake them up out of their sleep, and they would come up to them, and they would have a gun and a bag of gold, and they would say, “We need you to change this law tonight, and you’ve got two options – lead or gold. Which one do you want? Do you want a bullet to the head, or would you like some cash?” Very quickly, somehow, laws were able to be changed. When the options are lead or gold, it’s pretty easy to get things done [laughs]. I started thinking of that in my business. How many times do we have projects where we’re like, “Oh, we’re going to launch this week. Oh, okay, next week,” and six years later, nothing’s ever happened. We started setting these deadlines, and we called them “lead or gold deadlines”, where it’s like, “We’re launching Tuesday at noon. Win, lose, or draw, it’s happening, and we’ve got two options – either lead or gold, and we’ve got to make this happen.” When you give yourself those two options, and those two options only, it’s amazing what kind of stuff you can get done. It’s amazing how you can get people to stay late, and you can stay late, and you can work harder, and you can do whatever it takes. You’ll get that project done. So for us and all of our coaching groups who have been here for the last five or six years, I always talk about this, and I say, “Look, when you guys get home from this event, or home from whatever it is that you’ve learned about something, you have to go and set lead or gold deadlines for each step of the process.” You say, “Look, for me, first I’ve got to get the sales stuff done, okay? So my deadline is next Tuesday at three – lead or gold. There’s nothing that can move that date. I will die if it doesn’t happen,” and you just make sure it happens. Then the next one – “We’re going to have this part done by this day, and you set that lead or gold deadline, and then you hit it, and you keep doing those things. For most of you guys who aren’t getting the things done that you want, it’s because you’re too soft on yourselves. You let yourselves off the hook, like, “Oh well, we ran out of time. We’ll do it tomorrow,” and when you do that, it keeps getting pushed forever, because of Pareto’s law where as much time as you give it, things will always fill up the expanse of that time, no matter what it is, and so I promise you guys, if you want your project tomorrow or a month from now, either way, you’re going to be up until three or four or five o’clock in the morning the night before cramming to get it done, and so why not pick the date that’s earliest and get you more money? That’s what we’re doing. I’m going in to the office now. We’ve got two and a half days away from launch time, and we picked our deadline, and we are going to hit it, and no matter what happens, we will make it work, and I’m excited. I’m fired up. It’s going to be an awesome day today. I hope you guys have a good day as well. Set some lead or gold deadlines, and we will see you guys again on the next episode. Thanks, everyone.
9 minutes | Jul 3, 2014
The Chaos Behind The Launch
What really happened over the last three days… ---Transcript--- Hey everyone, this is Russell Brunson, and I want to welcome you once again to “Marketing in Your Car”. So first off, I want to say that I think it’s about time we get a new theme song. What do you guys think? [laughs] The 1980s initial version is about ready to be retired, I think, so that’s going to be first on my list for this week. Anywho, it’s been a little while since I’ve done a podcast. The reason why is that I’ve been neck deep in getting ready to launch Click Funnels, and I’m guessing from the outside, everything seems so calm and simple and easy for what we’re doing. We launched the first pre-launch video yesterday, but there’s always a story behind the story, and so I thought I would just share that to you guys while I’m heading in to the office, because I think it’s always fun. First off, Click Funnels has been a big project [laughs]. We’ve been going crazy trying to get all of the templates done, working and testing them on every browser, and on and on and on, and it’s been a ton of work on that side, but it’s turning out amazingly. For the last three or four nights in a row, I’ve been pulling sixteen hour days. I work eight hours, go home and play with the kids, and then go back another eight hours, and then come home and sleep for a few hours, and then go back again. It’s been a lot of work on that side. The last week we started planning out the pre-launch. What should we do? How should we do it? My team member, John Parkes, and I sat down and we brainstormed out an idea that it would be fun to have Chris, our number one designer, go head to head with somebody who’d never used Click Funnels before, and see who could build a website the fastest. We started brainstorming these ideas, and it went from this really simple idea to us renting out an octagon and having these two fight it out in the octagon. We got really excited. This was Thursday. I had this guy who wanted to do the video, so I called him up and said, “Hey, do you have some time next week to do videos?” He said, “No, I’m flying into Tokyo on Monday.” I was like, “On Monday? Crap. I need these before Monday.” He’s like, “I have tomorrow, Friday, if you want to do it then.” I’m like, “All right, man. Let’s do it,” and so Thursday night, I’m scrambling to try to write scripts for this four video launch sequence. Typically I think, most people spend a couple of weeks writing out scripts to launch a brand-new company [laughs], but literally, I had to do it in about an hour. Then I had to find an octagon, so I’m calling around, and luckily, some of my buddies own an MMA gym and we were able to rent an octagon. We got the camera person in. I needed to find somebody to be the other person competing against Chris. One of my friends is an author in town. She’s written a book, and she’s been super successful. She’s a life coach, and she also certifies life coaches, so I called her and begged her, and she dropped everything, moved all of her appointments around so she could show up and be the other person, and on and on and on. That day, I get a call from the Ferrari place, because my Ferrari, which is a whole other story for another podcast, has been in the shop for six weeks. They’re like, “The Ferrari’s done,” and I’m like, “Oh, sweet. We can have the Ferrari in the video.” So I raced down to go grab the Ferrari, and on my way back, trying to get home, it died about thirteen times [laughs], so it still doesn’t actually work, but at least it moves forward long enough so you can catch a glimpse of us driving it on the video [laughs]. So we put the whole thing together, and then the video guy is scrambling because he’s flying to Tokyo Monday morning at 6 a.m., so he’s scrambling to edit the videos and put it all together and get all of his stuff done. Then he texts me Sunday night at about five in the morning and says, “Hey, I got it pretty much done. I left the hard drive out in front of my house, and you can go grab it, and hopefully the files will all work for you.” [laughs] So I go and grab the thing, and it looked good, but there were some tweaks I needed, and my brother, who’s my main video guy, was heading out of town Monday morning, so I called him and tell him and his wife they can’t leave yet, and so he goes down on his computer and he’s editing the videos and tweaking some stuff to get it just perfect [laughs]. I swear, his wife is probably cursing me out, because they were leaving on this big family vacation. We get that back, and then at the same time, we’re in the process of moving our e-mail auto-responders again, for about the third time this year, to this company called MaroPost, and we’re having issues there. We can’t get the list imported [laughs], and then their scrubbing process, which should take an hour, took about three days. Then we started building out the launch funnel inside Click Funnels, and honestly, the only funnel I’d never tested yet was the launch funnels, so we started testing them. The first time around, there’re always issues that come with any funnel. Then we’re rebuilding our entire launch funnel sequences and Click Funnels and we’re adding features, and it’s like this storm of things, literally, for the last four or five days. I don’t even know. Finally, yesterday, I was in the office, and I hadn’t slept in about three days in a row. I literally am living off of our supplement that we’re launching in the MMA market, called “MMA Ignite”. I take a shot of that, every few hours to wake me back up, but the effects of it had stopped working yesterday. I think my body was just done. I was just dragging, putting all of the pieces together, and then finally we got the launch page up. We got the video live. MaroPost uploaded. I sent the e-mail out to the list, and I sat down, and I was just like [sighs], “We did it.” I was so excited. I went home, played with the kids for a bunch of time, and then checked my phone, and a whole bunch of people were texting, “Man, that video is awesome. It’s the best video you’ve ever done.” You know, all of the things people message me on Facebook and stuff about how impressed they were with it all, and how good the scripts were and everything. It just made me smile, knowing that we pulled the whole thing off, literally, in about a day, if even that. I think it turned out pretty good, so behind the exterior, there’s always crazy stuff happening inside. Oh, and not only that, we’ve got our support team, right? We ramped up because we were getting ready for Click Funnels, but then, low and behold, Neuracel just went crazy, and so we’ve got three full-time support people who’re doing Neuracel, and we have no one to support Click Funnels, so we’ve been scrambling and trying to hire people in Boise. We haven’t found anyone good. Luckily, thankfully, and hopefully some of you guys listening have probably got some great friends who’ve volunteered who are good at something, like Garrett Pierson. He’s the owner of a whole bunch of sites, Trust Guard, Shopper Approved, Kart Rocket. He just dedicated his time. He’s coming up for a week to work for free just to help us during the launch week [laughs]. We’ve got a couple of other people that are I met on Facebook that are friends that are going to come in and work for a couple of weeks. People are literally flying here just to help out with the launch, just to help us so that it will go off opefullyHwithout a hitch while we’re finding a more long-term support team. So anyway, it’s just kind of crazy. I’m grateful for everyone on my team that’s made this happen. I’m grateful for everybody outside of it, people like Garrett and others, who don’t have any vested interest, but just care about me and about us enough to come and throw in a helping hand. Some really cool things are happening, but I just wanted to share that, because I’m sure a lot of you guys, in your business, you see you’re doing stuff, and you feel like nothing’s working, and you’re going crazy, and you’re freaking out. Even though it may look like on the outside that we have it all together all of the time, we’re just like everybody else. It’s a lot of work and a lot of juggling, and when it all comes together in the end, it feels really, really good. I’m excited. Launch Week is in less than a week – Launch Day. We’re just going to launch to our internal list first and we’re going to test that out and make sure we can handle the support, and then we’ll open it up to affiliates after that. It’s pretty exciting. After I got home last night, after the kids went down, I had a chance to finally watch “24”, which was awesome, because it’s was Wednesday night, so I’ve had two or three nights in a row of wishing I could watch it, but I’ve been too busy working. I got to watch it last night. It was exciting, and I wish that show would never end. For those guys who are watching it right now, they only have twelve episodes a season, and they just finished up with number ten, so there’s only two more to go. We should have a 24-Dot Com Secrets “Marketing in Your Car” party for everyone. That would be fun. Anyway, I’m in the office. I’ve got a lot of work to do. I’ve got to go clean up a couple more messes and stuff for video number two, but I’m excited for it all. I appreciate you guys listening. I hope you got something out of this one, and I’ll talk to you guys all again soon.
6 minutes | Jun 24, 2014
Your Mental Shelf Space
How to stop focusing on the good things, so you can grow the great things. ---Transcript--- Hey, everyone. This is Russell Brunson. I want to welcome you to “Marketing in Your Car”. All right, guys and gals, I’m actually driving right now in a brand new Lexus. Not because I bought a new Lexus, but because I took mine in for an oil change, and it turns out something was jacking it, and so they wouldn’t give me a loaner car. Then Brent that works with me told them, “You know Russell’s in the market for a new car. You might as well give him something nice. He may come and buy from you guys,” and so they gave me a brand new Lexus. I’m driving a pretty sweet car right now. Today, it’s about seven in the morning. I’ve been awake for three hours so far. I got up early this morning for my accountability call, which again, I’ve mentioned this to you guys multiple times, and I encourage you to do this if you haven’t done this yet – find an accountability partner. The way we do ours is I write him a check, he writes me a check, and every two weeks we meet together. We have some goals and if we don’t keep one of our goals – if he doesn’t keep his goal, then I cash his check, and vice versa. Right now I’m doing that with him, and I’m doing it with someone else in a spiritual standpoint. I have some spiritual goals, and I have a buddy who does, too. We did the same thing. We wrote each other checks, and if one of us screws up, we cash the other person’s check. It’s amazing what happens when you do this. I’m going to write a book about it someday, because I’m making huge strides in my business, and in my personal life, so I’m going to try to find another couple of accountability partners. Maybe I’ll do a weight loss one as well, and a couple of other things. Today I want to talk about the entrepreneurial – I don’t even know what the right word is – ADD, right? Something we all get. We get into these shiny object syndromes, and the guy I had my meeting with, my accountability partner, today we were talking about stuff and I was showing him our businesses and how we were doing. I showed him our supplement business, which is blowing up and growing faster than anything I’ve ever had, and faster than I probably want it to be [laughs]. It’s a business that scares me. There’s liability that makes me nervous. There’s inventory management. All of these things that I haven’t done in the past, I can learn, and we’re learning and we’re doing, but it’s not my core competency. We’re making good money on it. He asked me an interesting question. He said, “If you were to get rid of that business, Russell, how much money do you think you would make focusing on your core passion, your core business?” which is our marketing and Click Funnels and some of the other stuff that’s coming out in the next couple of weeks. I sat back and I thought about it for a while. He said, “You know, Russell, you’re struggling right now because this business is netting you whatever each month, but what you don’t understand is that that business may be costing you even more in your focus. You look at retailers like Wal-Mart. They have all of this shelf space, right? They look at every single SKU on the shelf, and if something’s not performing or making enough, they get rid of it, right? Their shelf space – they’ve got to be very protective of it. Entrepreneurs like us, our shelf space is between our ears, in our mind, and we’ve got to be very, very aware of it, and be very careful. If something’s taking up a lot of shelf space, and if it’s not making as much money as it should, you’ve got to take it out, because it could be suffocating other parts of your business.” I was thinking about that this morning. I was thinking about how, whichever part of the business I focus on starts growing, so when we focus on supplements, “Boom,” it starts growing and growing and growing, and then all of the sudden, everything else starts hurting. All of the sudden we’ll look and say, “Hey, the coaching business is hurting,” and I shift my focus over there, and “Boom.” It starts growing and growing and growing. Then I look back and the supplements are suffering, and everything else is suffering. Whatever we’re focusing on is growing. So, what’s the opportunity that you have and that I have that’s going to make us the most amount of money? Let’s focus a hundred percent of our time and effort there, and let it grow. Don’t let these other good things suffocate and kill the great things. This is stuff, obviously, I know and I’ve heard before, but it was a good reminder for me this morning, and it made me start thinking about some of my side projects, and made me start thinking about what I can sell, what I can kill, what I can give to partners, what I can do and where I can do it to get to the point where I can focus on the great things, and so that’s my focus for today. I just got home from the gym, and I’m going to go see my kids and play with them for a little bit, and then I’ll be in the office to go try to accomplish that, so it should be fun. I hope you guys have an awesome day. I hope you guys can do what I do and take some inventory of your mental shelf space, and make some good decisions so that you’re focusing on the great things and not the good things. Thanks guys, and I’ll talk to you soon.
13 minutes | Jun 17, 2014
Problems Or Solutions?
Are you the type of person who finds problems or are you the type of person who finds answers? Find out who you are on today’s exciting episode! ---Transcript--- Hey, everyone. This is Russell, and I want to welcome you to a very late night “Marketing in Your Car”. It is currently 1:14 in the morning, and it’s funny. I volunteered at our church to lock up the building this week, and I completely forgot [laughs]. I was about to go to bed, and all of the sudden it popped into my head, so I’m driving to the church to go lock up. I thought I would jump on the phone and leave you guys all a message. Today was the first day back after being gone for two weeks, which is kind of stressful. I don’t know – our business runs well, but when you get back there’re all of these little fires that are on fire when you come back, and you’ve got to figure out how to put the fires out and what to do, and there’re so many questions. You have this stuff you want to get done. You want to move forward, but all of this reactive stuff keeps pulling you back and pulling you back. I’m sure you guys have felt that. It’s funny, because I still remember when my wife and I were engaged. I was maybe twenty-one or twenty-two at the time, and I was starting this business. I thought I was so cool. I had my laptop, and I was selling stuff on eBay. I had a website, and I probably had two customers total, maybe [laughs]. I might not even have been that lucky, but I remember on our honeymoon, every day I’d have to turn on my laptop and check my e-mails and make sure customer support had been handled. I didn’t want my business to collapse, and it makes me laugh so hard now. I could have not e-mailed those two customers back for that whole week, and it probably would have been a smart idea. But I digress, so I’ll come back to what I was talking about. I’m sure most of you guys who own your own business have that. You leave for a little bit, and you come back, and it’s just like you have to spend a day or two putting out all of these fires. Today for us, we specifically had a lot of stuff. I’m outside, and its 1:14 in the morning, so if I get mugged or something, we’re going to catch it live on the podcast [laughs], so all of you faithful marketers in your cars are going to be hanging out. Okay, the first door’s locked. Anyway, so basically, I came back, and our supplement has been blowing up. I’ve talked about this during the podcasts. It’s literally just going crazy. We can’t even keep up with it. Literally, if we wouldn’t have run out of inventory a little while ago [laughs], we probably would have passed a million dollars in sales this month, which is crazy. It’s just growing and growing, and it’s like a wildfire. We can’t put it down. The immediate buyers, we had to cut them down to a fourth of what they were spending, and they’re still spending like crazy. We’re trying to order new supplements and import the ingredients from all over the country. The growing season’s over, and they don’t have enough in stock of the things we need. It’s just issue after issue after issue, and problem after problem [laughs]. We’re behind on support, and we’ve got two full-time support people and they’re still so far behind, we have to hire another two or three or four more on top of that. We’re putting out ads, and we’re trying to hire people. You have people that are applying for ads. We have an ad out there that’s pretty good, that gets them to want to. In theory, it gets them to. We make them jump through a bunch of hoops and do a bunch of stuff. They have to apply, and we have to get good people. We ended up getting ten or fifteen good people that actually went through all of the hoops that we put out there and applied. We called them back, and out of everyone, only two people called us back. It’s just amazing how people, humans – disappoint me [laughs] over and over and over again. They just don’t do stuff. Its like, “If you need a job, then return the call, or…” I don’t know – just whatever. So all of these kinds of things are happening, and then we’ve got our mini call center that we’ve set up, and they need more leads, and these other leads they don’t like. We need a new funnel. Our funnel has been stale because we’ve been driving so much traffic to it. It’s been seen by all of the audiences on Facebook. It’s been worn out. We need new leads for it. It’s just thing after thing. Click Funnels is almost about to launch. We found out that there’s an error here, and we’ve got this thing here, and the day we were planning on launching, it turns out everyone on our team’s out of town. Literally, just all of these issues today – thing after thing, and by the end of the day, I have this little couch by my desk, and at the end of the day, I laid down on it, and I felt this overwhelming feeling. I was like, “Man, I’ve made more choices in the last eight hours than I typically make in a year,” and all of them are big choices. I think it was Dan Kennedy who said that every six months or every forty-five days or something, that an entrepreneur’s going to make a decision that will make or break their business. I felt like today, I made enough decisions for our entire years’ worth of stuff [laughs]. I was lying on the couch, and I was overwhelmed. It was like, “Ugh, I’m so far behind.” I’m sure you guys have felt that, right? It made me think about – well not at first. At first I just felt overwhelmed. I had a sick feeling. My wife texted me and she said, “Are you coming home for dinner?” and I was like, “Yes, I need to get out of here. I need to just get away from it.” So I got away from it for a while. I ate some dinner. We may or may not have watched “The Bachelorette” tonight, which may or may not be my favorite show [laughs]. I kind of passed out during it a little bit, because I was pretty beat up and tired, and I fell asleep for a little bit. Then I woke back up, and when I woke back up, I had some ideas. I contacted one guy, and I asked him questions. I got a whole bunch of ideas for the supplement, like how to fix that one. My buddy just gave me a bunch of some really good stuff from his experience. And then all of the sudden, I was just lying there, and this other idea just popped in to my head about how we could solve the application problem for our call center, and all of these things started coming, and I’m like, “Hey, Collette, I’ve got to go back to work. I’ve got to get all of this stuff implemented quickly, before everyone else wakes up in the morning,” and so I went back into the office until about 12:30, and I literally got most of the issues all lined out with all of the stuff I was stressing out about and all of the issues. My brain just needed a little reboot, and then I was ready to go back in and answer the rest of the questions and solve the problems, and now I feel like most of the problems are solved. Now by tomorrow, I’ll go in, which tomorrow’s the fun day, because I’ve got lifting. I’m lifting weights in probably four hours from now, and I’ll have jiu jitsu practice tomorrow. It should be a lot of fun, but anyway tomorrow I’m going to go in and just do normal stuff, but it made me think tonight about something my dad told me, and I hope I don’t offend anyone with this. That’s not my intention. The sprinklers are on, so hopefully you guys can still hear me. So I don’t want to offend anybody, but my dad told me something when I was a kid, and my dad is an entrepreneur like me, and he had a bunch of his own little businesses and stuff that he did, and I don’t remember the situation when he told me, but I remember it had a big impact on me. He said, “Russell, there’re two kinds of people in this world. There’re people who find problems, and there’re people who find the answers. You always want to be the latter.” That had a big, profound impact on me, and I started thinking about that in all areas of my life, actually. I was thinking about wrestling. I was thinking about my family. I was thinking about business, thinking about our coaching programs, thinking about everything. There are two types of people. People who find the problems, and people who find the answers to the problems, and I was thinking about how, not all of them, but a lot of the employees on my team are people who find problems. They find a problem. If they have a problem, they come to you with it and say, “I found a problem. I found a problem,” and they just don’t find the answer. There are a couple of guys on my team that are amazing people at finding answers. One of them who I’ll mention is this guy named John Parkes, on my team and one of the neatest people I’ve ever met in my life. I watched him today, because he gets the brunt of the problem people. They go to him first before they come to me. He has the major job of solving most of the problems. People come to him with all sorts of questions, and he finds them answers. He’s able to think about it, and find an answer. He’s a great person at finding answers. It’s interesting. I’ve done this experiment over the years with people when they ask me questions, just to see. I think I heard Tony Robbins do it the first time. That’s probably where I got it from. People would ask him something. They would ask him a question, and he would say, “Well what do you think?” and they’d go, “Well, I don’t know the answer.” He’d say, “Well if you did know the answer, what do you think it would be?” The person would almost always give the correct answer afterwards, and so I’ve done that sometimes in the past. It’s interesting that most people can solve their own problems just by asking, “Well what do you think the answer would be if this was you?” and magically they can go, and they can answer these problems. I thi
6 minutes | Jun 16, 2014
Paleo Juicing Hippies
Russell’s test for increasing his energy and focus for this week. ---Transcript--- Hey, everyone. This is Russell Brunson. It’s been a long time, but I want to welcome you to another “Marketing in Your Car”. Hey, guys and gals. I hope you guys are having an awesome time. I actually took almost two weeks off from everything, which sounds really nice, but it’s really painful for entrepreneurs like me who just want to go and create cool stuff, so I’m back in the heat of it, and I’m super excited for this week. I hope you are as well. While I was in San Diego, some really cool stuff happened. I had a chance to hang out with Todd, who’s one of my partners. He’s the one who has coded all of the Click Funnels, and it’s always fun hanging out with him, just talking about everything from financial stuff to making money to health to weight loss. Always fun stuff, and he got me thinking about a lot of things. I had a chance to hang out with a guy named Drew Canole. Some of you guys may know Drew. If not, check out FitLife.TV, I think. It may be FitLifeTV.com – one of those two, anyway. Drew is a juicing expert and a super-cool guy. I saw him online, and I was really impressed with him. It turned out that he was in San Diego, so I wanted to go meet him. I had a chance to go hang out with him. This weekend, I decided that I was going to go, and I was going to try some experiments on myself from an eating standpoint. I’m really going to track it closely. It’s interesting. I’ve done diets and weight loss things for my whole life. All the time from when I was wrestling and I was losing twenty-five to thirty pounds a week, to when I was just out of shape and trying to figure out how to get back into it, but I’ve never been that good at tracking everything, especially from a food consumption standpoint. What I did is I went out on Saturday, and I went to Whole Foods, because I wanted to do the whole organic, grass-fed everything. I spent a lot of money [laughs], because Whole Foods is not cheap. I bought tons of vegetables – everything I could find – all of the leafy greens and as many different varieties of vegetables as I could find, and I went and found the organic grass-fed meat, and found a bunch of stuff. I came home yesterday, and I took all of my vegetables and I broke them down into five different days, so I’m going to be juicing every day for the next five days. From Mercola.com, I bought his new juicer, which is different from the one I had before. The one I had before was the Jack LaLanne one, which spins and grinds. This one’s got more of an auger in it or something like that, where it squishes the juice out instead of cutting it, so it’s supposed to stay fresher longer. I don’t know [laughs]. I thought it looked cool on the video. I’m not going to lie [laughs]. So I’m doing the whole juice thing, and then I started making frittatas, which if you don’t know what a frittata is, it’s probably the best way to eat simply, so I probably spent an hour yesterday, on Sunday, making frittatas that will last me for at least a week, if not longer. Basically, it’s eggs and vegetables and a whole bunch of stuff like that all mixed. It’s like an omelet/quiche thing, but we call them frittatas. I made some huge ones, and what was awesome, because I went and put in tons of spinach and kale and broccoli and okra and all of these really cool vegetables in my frittatas. I’m just veg-ing it up like crazy. So this is my experiment, guys. I’m calling it my hippie paleo juicing week-long thing [laughs]. I don’t know what I’m going to call it – something like that. It’s funny. We’ve been teasing about how we were in San Diego, and the area we were in had all of these hippie-type people there. Everyone’s got dreadlocks, and they’re surfing all day long. We were joking about how when I was younger, we used to always make fun of the hippie culture and stuff like that – eating green, where now it’s the cool thing to do, so this is my hippie juicing paleo, because the frittatas are pure paleo the way we build them. It’s going to be fun, so I’m excited. I’m excited to see how much energy I get from the whole process this week. It should be really, really cool, because I’ve got a lot of stuff happening this week, so I need the energy. I need the excitement. I need the newness of it all, so I’m excited. I’ll let you guys know throughout the week how it goes. For you guys, I would say, “This week, figure out something different. Figure out a pattern interrupt. Figure out something that you’ve been doing. If it’s diet, or if it’s health, or if it’s how you wake up in the morning, or if it’s how you work, or whatever, figure out something, and just do a big interrupt like I’m doing right now – just a big pattern interrupt. Do something that’s just going to totally shock your system, and see what happens. For all I know, this could be the worst thing in the world, but I’m still excited for it. I think it’s going to be awesome. I’m at the office, you guys. I am going to go and get some stuff done today. I hope you guys enjoy your Monday, and we will talk to you all again soon.
18 minutes | Jun 2, 2014
Time, Opportunity Cost, Serve First
Why you should never ask somebody for free advice. ---Transcript--- Hey everybody. This is Russell Brunson, and I have a very special “Marketing in Your Car” for you for today. Hey, everyone. I just got my hair cut, and I’m driving back home. I actually wanted to do a special podcast. I don’t normally log into Facebook very much because it stresses me out. Typically I’m getting a lot of people who are asking me for my help for free. It’s just hard, because I want to, and I wish I could give them all the attention. The problem is, with everything I’m doing right now in my own company, in my own business, and in my own coaching clients, it’s hard to find time to even sleep at night. There’s so much stuff always happening, and so I don’t typically log in that often, but the last week, I did for a couple of reasons. I just checked again when I was walking out of getting my hair cut. I saw a message, and it just made me think, so I want to tell you about two different people that approached me on Facebook. I won’t use their real names, but I want to share their approaches with you, because they were both very different. The first guy that contacted me basically said, “Hey Russell, I’ve been watching you for a bunch of years. I love your stuff. I think you’re awesome. How much would it cost to buy an hour of your time?” I said, “Right now, I sell an hour for twenty-five hundred bucks,” and he wrote back and said, “Oh, that’s kind of steep, but hey, man, I love your stuff, and I think you can help me, so where do I send the money?” So I told him. He sent the money. Two days later, we were on the phone. We spent an hour on the phone with him looking at his funnel, building it out, tweaking it, giving him all the advice that he needed, and after he was done, he was like, “Man, that was awesome. I feel like I’ve shifted my focus. I know exactly where I’m going now, I’m going to go ahead and implement it. Hey, do you mind if I shoot some questions now and then as I’m building this thing out, to help me create it?” and I’m like, “Yeah, no worries.” So he went out, and he’s been building, and he shot me a couple of questions. I gave him some feedback, and I haven’t minded because he understood the value of my time, and what it takes for me to spend some time. I don’t mind helping him now, because he valued my time up front, and he was willing to invest, and now he’s trying to implement what I showed him, and so of course I’m going to help steer him in the right direction and have success. It’s been awesome. Then I have this other guy. Again, a really nice guy, and my heart strings go out to him and to other people that I’ve gotten this message from. Literally, I think, five or six people this week sent me similar messages about, “Hey Russell, I love your stuff. I don’t have any money, but I want to work with you. I’d love it if you could get on the phone with me and coach me through this. I’ll give you half of my profits, and I’ll do all of this kind of stuff.” That’s their mentality, and it’s tough, because honestly, for me as a person, I can’t even tell you how much I want to, but it’s hard. Most of those I don’t respond back to, because it’s just so hard for me to tell them “No”, but it’s like, “You have to understand, that when I was getting started, I never would have gone to somebody who is as busy or had as much success, and just ask them for their time. I always would have gone and figured out how I could provide value to them, whether it’s money or whatever, because their time is valuable.” I look at my schedule. For example, this week, I was at the office twice until 3 a.m. in the morning this week trying to get some projects done. I literally had, I think, seven or eight one-hour phone call consultations with people. Every single one of those people, outside of the first guy I told you about – he paid $2,500 – everybody else paid $25,000 for those, and it was hard for me to fit those $25,000 one-hour calls into my schedule, because it’s so busy with everything. I obviously made the time, because they made the investment. Plus I’ve got the Reactive Coaching for our $25,000 students, and then on top of that, I’ve got my own projects and my own businesses, and in our supplement company, we’re in the process of trying to hire three or four more people. It has by far eclipsed our internet marketing business [laughs] to this point, which is exciting. We’re about to launch Click Funnels, which is a brand new company. We’re in the process of trying to find new office space and probably hiring a staff of, who knows – ten to twelve people to help with that. I literally don’t have time to sleep right now. I go home. I spend time in the morning with my family and kids and at night with my family and kids. As soon as they all pass out, I’m back to work trying to move things forward, and it’s hard when I get an e-mail saying, “I just need an hour of your time. Remember what it was like when you were just beginning and you had no ability? If you had just gotten some guru to help you…,” and how it would help them, and again, my heart strings go out to them, but I don’t think people really understand the reality of it. For me to carve out another hour of my time, I would have to put one of my projects on hold, and you look at opportunity cost. The one lesson I learned from my college education is opportunity cost. With opportunity cost, if you remember the concept, you’ve got two options. The opportunity cost is what you lost by not taking the other option, so for example, if I was to jump on the phone with this guy for an hour, the opportunity cost is that I’ve either got to give up an hour of time with my family, which is not something I’m willing to do at all, or I’ve got to carve out an hour of time from all of my other projects. An hour of focused time working towards Click Funnels or an hour towards something else, will make me a lot of money. It’s hard, because what he is asking for and what people like that are asking for – they don’t understand what they’re asking for. They’re asking for an hour of your time. An hour of your time, literally, on the low end, is $2,500. I was trying to be nice to this guy, but because he was willing to respect the value of my time, I was willing to do it for $2,500, but the reality is an hour of time that’s focused on your own business is worth so much more than that. I just wanted to share. It’s been on my mind. I may send him this podcast, and I hope it doesn’t hurt his feelings. That’s not my intention, but more so just to help him understand the value of other people’s time, and if you want to get someone’s attention, you’ve got to look at things differently. When I first got into this business, I remember I went to this event, and there was this guy that was at the event. He was in this Mastermind group, and he was in four or five others, and I was like, “How in the world did you get in all of these groups?” and he said, “I learned something early on in life, Russell. I learned I can either work my way in, or I can buy my way in. It’s way easier just to buy your way in.” He had spent tons of money in to getting in to these different clubs. I said, “How in the world do you afford that?” I think he had spent almost a hundred grand in these Masterminds. He said, “Well, I couldn’t afford it, so instead of complaining about the fact that I didn’t have the resources to afford it, I tried to get resourceful. I went out to a bunch of Internet marketing forums, and I found a bunch of people who were in similar situations like me. They couldn’t afford it, but they wanted the information, and so I said, “Look. This is the deal. I’m going to invest in these five Mastermind groups, and my total cost is going to be X amount of dollars. I can’t afford it right now, but if you will pay X amount of dollars into it, I will go to these events, and I will learn. I will do everything, and when I come back from these events, I will bring back and break down everything I learned, all the notes, give you everything, and you’ll get a chance, at a fraction of the cost, to go to all of these events with me, basically, to get all of the information I extract from these.” This guy literally got ten people to give him $10,000. He had $100,000 in cash to go out and join the best Masterminds in the world. I was just like, “Wow.” – resourcefulness, right? He didn’t have the resources, but he figured out a way to make it happen. I always think about one of my favorite people I ever met in my entire life, and this is in the business, or out of the business, but it’s a guy named Stu McLaren. Before I even met Stu, I was putting on this workshop called “Affiliate Boot Camp”, and Stu paid $1,000 to be part of this boot camp. He’s one of the smartest people I have ever met. It was a life-training series that I did, and I’d do a teleseminar. Every teleseminar, I’d open it up for questions at the end, and the first person to pop on was Stu, saying, “Hey, Russell, that was amazing. I’m Stu McLaren. That session you gave was amazing. It just totally built me up,” and he talked about why it was so great. He’d ask me some questions, and then he’d thank me, and, “Boom.” Literally, for ten sessions in a row, Stu was the first one asking questions, the first one thanking me, all of that kind of stuff, and it was awesome. Then at the end of the event, he called me up one day, and he was like, “Hey, man, I’ve got an idea. We should work on this project together.” I knew who Stu was, and I knew he’d given me so much value from that side. Me, as an educator and a teacher – to have somebody invest in my business and thank me and all of these things along the way, it changes it. Where now, ju
6 minutes | May 29, 2014
The little app that helps me get done three times more than anyone else I know. ---Transcript--- Hey, everyone. This is Russell Brunson, and I want to welcome you to “Marketing in Your Car”. Hey, everybody. I hope you have an awesome day today. I was at the office late last night working on some secret projects, but some cool stuff happened. One, for example – I think I’ve mentioned this before. I’ve been working on a book that is my first real book. I really going to get it published and try to do the whole “New York Times ‘Best Seller’” thing, but anyway, I needed somebody to write some blurbs and stuff for the book. I needed someone to write a “Forward” and that kind of stuff. My dream person to write the Forward was Tony Robbins, because I know Tony, and so I came to him. –“Would you mind writing me a forward for my new book?” I was assuming he’d say, “No,” because he’s pretty dang busy, you know? He wrote me back and said, “Hey, I wish I could, but I’m in the middle of writing my own book, but if you want, I could write a blurb, a quote, to put on the book.” So I was like, “All right.” So he sent me a quote last night, and it was awesome. I’m driving, so I don’t have it in front of me, but it was something about how – well, I don’t want to spoil the surprise. You guys will see it. It made me feel pretty good. I was excited. I’ve got a quote from Tony that’s going to be on the book, and then I still need a forward written. I think I’m going to get either Dan Kennedy or Bill Glaser for the forward. I need them both. Can you do two forwards? That would be pretty sweet. Anyway, I’m super excited for the book. It’s almost done. I should have the rough draft all finished by this weekend, and then I’m heading out to a Mastermind meeting out in San Diego, and so I’m going to be proofreading it out there. It should be pretty awesome, so I’m excited for that, for today. I want to share with you guys a tool. I don’t share enough tools with you guys, I don’t think, so maybe I’ll start doing more of this. There’re three or four tools that I use to run my entire business, and this one I’m going to share with you guys today is about the simplest, most dumb thing in the world. At first, honestly, I downloaded it as a joke, and then I started using it, and now I’d say I probably look at it thirty times a day. It’s one of my most important things ever. The story behind it is that back when I first got my phone – actually that’s not true. I’d had my phone for a couple of years. One time I was looking for some kind of task management or to do list software, and there’re tons of them out there. Most of them are just lame, but there was this one that was called “Tomorrow”, and basically what it is, is this app on your phone. You have a “To Do” list, and you put in all of your to do’s, and then can see them all there. What you can do is, if you say, “I’m not going to get this done today,” you can click a little button, and it pushes it to tomorrow. That’s all the app does. It’s a to-do list, and then you can push things to tomorrow. I think the joke behind it is, “Oh, just push it off.” You can just slack off and keep pushing things until tomorrow. I started using it on my phone for a while. I didn’t really use it a lot, but then one day, I don’t know what happened. I was getting ready to look for some to-do software, and I found that they actually have an online version as well that syncs with your phone and with your iPod and your iPad and with all of your devices, so I logged in there. It’s “Tomorrow dot D-O”. Tomorrow.do is the website. It’s free to use. I log in there, and I have my huge to-do list. What’s cool about it is that in the past, I’d have to-do’s – I’d have a notepad of paper, and things just always slipped through the cracks for some reason. It always slipped through the cracks. I’d have a notepad of paper at my house, and one at the office, and one in my car. I’d have all of these papers everywhere, and it was hard to keep track of everything. Whereas now, with Tomorrow.do, it’s on my phone. It’s at my office. It’s on all of my computers. What’s cool is when I’m sitting there, like when I’m driving somewhere, and it’s like, “Oh crap, I need to do this thing,” I open up the app real quick and type it in, and, “Boom,” it’s saved. Then what it does is, at midnight, everything that was on tomorrow’s, “Boom,” all gets shifted over to today, because now it’s today. If I’m up late at night, usually I’ll do it at night, if not, then first thing in the morning when I wake up. I’ll see all of my to-dos. Everything that is still in my queue for me to do, and then I just start going through and I just push everything until tomorrow that I know I’m not going to be able to do today. I push, push, push, push, push, and then all I have left a list of four or five things I need to do today, and it just feels awesome. I go through it, and every time I get something done, I log back in, cross it off, and I can’t even tell you the feeling I get after I cross something off. It’s like the greatest thing in the world. Literally, for the last eighteen months or so, this little tool has been how I’ve been able to push forward and get things done and not have things slip through the cracks, and just keep cranking on things, and so, if you’re looking for a way to get more done and make sure nothing falls through the cracks, and also for me, it organizes my day. It shows me exactly what’s most important, but I don’t lose track of the stuff I still need to do. It’s my favorite thing in the world, and it’s free, so I highly, highly, highly recommend it. Just go to Tomorrow.do, log in and create an account, and download the app. I think the app’s just called “Tomorrow”, I believe, but if you can’t find the app, just go to the website and the website will link to the app as well, but it is awesome. Anyway, I’m at the office today. I’m going to go in to the office, and the first thing I’m going to do is open Tomorrow.do, look at my tasks, shove everything off until tomorrow that I’m not going to get done today. Then I’m going to start busting out those things, and I’ll bet you I will accomplish more in the next four or five hours than you can do all day, because I’ve got this little tool. You guys, go try it out. You will love it. I’m at the office. I’m going to go have some fun. I will talk to you guys soon. Thanks for listening.
13 minutes | May 23, 2014
What I Learned At A Lindsey Sterling Concert
Last night I saw one of the most powerful uses of the “attractive character” ever. Let me show you how Lindsey Sterling used the “attractive character” to get her audience to fall in love with her. ---Transcript--- Hey, everyone. This is Russell Brunson. I want to welcome you to “Marketing in Your Car”. Hey, everyone. It’s early, and I’m heading to the gym, but it’s nice, because now that it’s summertime, it looks like noon at 6:30 in the morning. I love summer. I’m excited for it. I wanted to share with you guys a really, super awesome experience. Last night, my wife and I had a chance to go to a Lindsey Stirling concert. If you don’t know who Lindsey Stirling is yet, go to YouTube and type in “Lindsey Stirling”, and look. There’re a couple of really good videos. One of them is of her playing violin and dancing in fire, and one’s her running through igloos. It’s definitely worth watching. She did a show up here in Boise in a really small venue called “The Knitting Factory”, where only about five or six hundred people could jam into this place. It’s standing room only. We went to it, and it was awesome. I’ve heard a couple of pretty cool things in my life, and this was one of the neatest experiences in entertainment I’ve ever seen. We were talking about it beforehand, the fact that, if you watch her, she plays the violin while she dances. It’s a really cool blend of talents. It’s just so different. She was on “America’s Got Talent” a bunch of years ago, and Pierce Morgan kicked her off [laughs], and all of this stuff, but she just kept going and going, and now she’s got this. I think this is her second tour, and she’s done really, really well. What’s interesting is, if you look at her, she’s really good at playing the violin. I’d say she’s an above-average violin player, and she’s a good dancer. I wouldn’t say she’s a great dancer. She’s a good dancer, but the fact that she blends those two together makes her unique and different, and literally, the show last night, I felt like was world-class. I can’t even say enough about how awesome it was. It was interesting, though. There was one thing I wanted to mention, because I thought it was profound from a marketing standpoint. I don’t think many other people really caught it, but as you guys all know, I’m obsessed with this whole marketing thing. I’m looking at what people are doing and why they’re doing it and how they’re doing it and the reaction from the crowd and stuff like that. The one thing that she did that was super cool – she came out, and she played two or three songs, and everyone was going crazy. Then she needed to take a break really quickly to change outfits. She goes off the stage, and all of the sudden, behind, on the main stage, there’s a screen that’s got effects and all of these things happening. All of the sudden, this thing pops up, like a little movie, and it says, “I don’t think we’ve been officially introduced yet,” and then it shows Lindsey when she’s an infant, and it shows her as a toddler, and it shows her as a two-year-old, and a three-year-old, and then five, and six. It’s showing her throughout her whole life – these little video clips of her saying cute little things and doing stuff, and showing her dancing, and showing her practicing violin. All of her experience that got her to this point, basically, you saw in this little three-minute video, and literally, instantly, it went from everyone going there, thinking who she was and seeing her as a fan, all of the sudden, everyone saw her at a different level. At the event last weekend, I talked a lot about the “attractive character”. I’m sure you guys, if you’ve been following me for any amount of time, you’ve heard me talk about that and the importance of it and what it does for your brand and for everything you’re doing. I would look at that video, and it was just like, “Man, look at how it changed everybody in this room. We all went from Lindsey Stirling and people who wanted to get out for the night to do an event to people who were fans. She did that all in a little three-minute video. It was not professionally done, but it brought out all of the elements of attractive character, and it was awesome. I’m in the gym, but I want to keep talking about this, so I’m going to pause it, and hopefully when I come back out to the car, my recorder won’t have shut off. I’m going to pause this, and I’ll be back in forty-five minutes. All right, I am back. That was a hard workout [laughs]. So I’m going to continue where we left off. We were talking about Lindsey’s concert. I was talking about the video and the whole attractive character concept, and I’ve had a lot of people ask me, when we talk about attractive character, “How do you introduce yourself to the audience, and how do you build this relationship?” A lot of times, I think people are confused. They’re thinking, “How do I do this on the front end before someone meets me?” You create your own squeeze page or on your landing page or whatever, to get somebody in the door, just like Lindsey. She started the concert. She came out. She did two or three songs, and then after we built that initial rapport, it’s like, “Here, let me tell you my story.” Boom – all of the sudden, it sucks you in. For us, usually on your front end or your squeeze page, it’s kind of blind, trying to get somebody in the door. Now if they’re in the door – “Boom.” Now it’s where you introduce your attractive character and everything else. One of the big questions we had at our event last weekend was from one of the girls that were there. She was really cool. She was talking about how, “How come all of the ads are ugly, and they’ve got red outlines, and you go to these squeeze pages, and there’s no branding? They’re just ugly. I want to have banners that are brown and yellow and that use my colors,” and all of these things. I was trying to explain it to her, and I said, “That’s fine, but there’s a time and a place. Your initial goal is to get as many people in your front door as possible. Because of that, you’ve got to use what works, and what works a lot of times is this cheesy stuff – headlines and color schemes that probably don’t match your brand and your fill, but that’s okay, because your initial goal is to just get them in the door.” As soon as they come through that front door, for us at least, we immediately transition from a kind of a cold, high-conversion funnel to our branding stuff. That’s the way that we look at the way that we drive our traffic. It’s a two-step process. Step One, bring them in with whatever converts the best, and then immediately, now that you’ve got them, they’re on your list. Now it’s time to start building your brand and your attractive character and all of those things, where now you’re getting them to build the relationship. That’s how you start getting people to convert better on the back end, because I agree one hundred percent. I think that branding on the back end is important. In fact, I think you’ll sell way more. For example, this week we sold four people our $25,000 package, which is awesome. That’s by far a record for our high-end coaching things in a week. We sold four of them on the phones. I never could have done that off of a cold campaign, where somebody comes in off of a cold squeeze page, and we call them to sell. No, they come in off of a cold campaign, and then after we’ve got them, now we share our attractive character, and we share stories, and we share our branding. We do all of this stuff to warm up that relationship, and get us to the point where somebody will come in at a higher level. Anyway, I’m not sure how exactly that relates to Lindsey’s concert, but it’s just something that’s interesting. The other thing, and again, this is me, from the marketing standpoint. I always look at situations and stuff from the perspective of, “What would I be doing different if this was mine. If they hired me as a consultant, what would I do?” One of the big things that I notice – oh, and there’s a cop, a motorcycle cop, shooting people with his gun [laughs], and I think I clipped it. All right, I’m back. I was looking at what they’re doing, and they had this pre-band come out first, and they were great. They sang and got everybody excited, and then they took thirty minutes to reset the stage and everything. Then Lindsey came out, and again, she was just awesome, from the very first second she walked in. What was interesting is I’m looking at this room. There were maybe five hundred to a thousand people, all jammed. We’re all standing-room only, and it’s a really cool facility, and literally, there were probably ten of us – my wife and I, and a couple of others who were jumping around, having fun, and everybody else was just kind of standing there looking at her. I think everyone enjoyed the experience, but we were at the equivalent of a rock concert or more, and nobody’s moving around. I was thinking a lot about Tony Robbins, when we did his events, and when we were at his event, I’m the kind of person who, I don’t like dancing. We didn’t dance at our wedding. I just don’t do that. At my first Tony Robbins event that I went to, everybody was dancing like crazy, and for the first eight hours, I refused to participate in the shenanigans. I did not want to be dancing, right? [laughs] After a while, he broke me down to where we were all just going crazy, and it was awesome. I remember that next day was the first time I ever met with Tony. We had a little private meeting, and we were talking. We were in Toronto, and he said that it always takes a while to get the audience in a state where they’re willing to jump around and dance and go crazy and leave their inhibitions behind, and
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