[REPOST] Russell Brunson Breaks Down How to Sell Anything Online (After $1B in Sales) | Russell Brunson | EP 72

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Speaker 2 branches are not FDIC insured non-deposit products are not fdic insured this is not a legal commitment for credit or services availability varies eligibility determined by jp morgan chase visit jpmorgan.com slash payments disclosure for details but then it's crazy like i i think about this we launched clickfunnels a decade ago it feels like yesterday like i still remember sitting in the room with me and todd like trying to figure out like what color the button should be you know and now it's a decade later it's just like it goes so fast and we're always worried about oh like i got to figure this out right now like no just be consistent keep planting the seeds love the harvest plan the seeds nourish the seeds plant the seeds nourish the seeds, and faster than you will know, you'll be where you want to be.

Speaker 2 Like Tony Robbins says, like, we always overestimate what we can do in a year and we underestimate what we do in a decade. So think in decades instead of years and be consistent.

Speaker 2 And that's the magic how you win this game. What is up, everybody? What is up? Welcome back to the Entrepreneur DNA podcast.
I could not be more fired up about this.

Speaker 2 I know I say that a lot, but I'm telling you, the guests that are coming onto this show are top tier. I mean, literally the 1% of the 1%.

Speaker 2 The guest that you are watching now on YouTube is what I would argue probably the best marketer of our time, hands down, arguably the best salesperson of our time.

Speaker 2 I mean, this man is a three-time best-selling author. He is giving away all his secrets.
He is quite literally given them away in his three best-selling books. We have Russell Brunson here.

Speaker 2 What is up, dude? I'm doing good, man. How you doing? I'm doing really good.
Now, you're saying you're doing good, but I see a sling. Let's start with that.

Speaker 2 I know we're saying like an elephant in the room. Yeah.
Yeah.

Speaker 2 Yeah. So I still,

Speaker 2 so growing up, I was a competitive wrestler, wrestling high school, wrestling college levels, tried to compete for Olympics back in the day, and then took like two decades off.

Speaker 2 And then started just once a year, there's a tournament for older guys to go wrestle at. So I, you know,

Speaker 2 I work out for a week and I show up and go wrestle. And this time, I was two weeks ago, actually ended up tearing both my biceps.

Speaker 2 So my bicep on both arms, the bicep also ripped off the bone during my matches, which is kind of crazy. The first one happened in the first match, and then the second one happened in the third.

Speaker 2 Anyway, I kept going because, you know, who needs biceps when you're wrestling?

Speaker 2 And anyway, and then from there, we had a family, we had spring breaks. I flew from the tournament to Hawaii.
So for a week in Hawaii, I'm like, something's wrong with my arms. Definitely.

Speaker 2 They're like swollen up, like elephantitis. I couldn't curl.
I couldn't lift up my backpack. I was like, something's really wrong.

Speaker 2 So I got home in an MRI and they're like, yeah, both of your biceps were ripped off of the bone. I'm like, oh.
So I got the first one done last Friday.

Speaker 2 And then they were going to do both at the same time, but then I'd have no arms to be able to do anything. My wife, my wife's like, so how are you going to go to the bathroom?

Speaker 2 Because I don't want to help with that. I'm like, okay, let's do one, then the other.
So this is on Friday, and then I got this next one's next Friday.

Speaker 2 And then I told you, I have an event three days after I get this one done. So I'll be on stage for four days with two, two slings, but I'm doing great.
I'm feeling really good.

Speaker 2 The recovery is going good. We're doing every biohack known to man to heal as fast as possible.
So I'm feeling good overall. It's just kind of an annoyance at this point, you know.

Speaker 2 But if you're talking about biohacks, have you jumped in as a wrestler and you've always been fit, right? Like, have you jumped into the peptide world? Oh, yeah.

Speaker 2 I'm doing the Wolverine protocol right now, twice a day to get this thing healed as fast as possible. I was just right before I showed up here.
I was taking shots in my arm. So

Speaker 2 I, you know, it's funny at 43, I've always been somewhat fit, been an athlete my whole life, and I'm sure you can relate.

Speaker 2 And then after my second child, I kind of leaned into eating too much of the doughnuts and pizza wiggles. You know what?

Speaker 2 And dude, I'm telling you, peptides and just being disciplined to work out, like they can bounce you right back.

Speaker 2 I don't know if you've seen, I'm assuming you're going to see the same thing on your arms, but it's incredible. Yeah, I've only done them a couple times.
We got injured and it healed really fast.

Speaker 2 So I'm curious to see my biggest fear back to my the doctor that gives me my peptides.

Speaker 2 He's like, his biggest fear is like that this one's going to reattach before they do surgery because of the peptides. I'm like, are they really that good? He's like, I don't know.
So

Speaker 2 we're going to find out.

Speaker 2 So let's let's dive into something. I think anyone who's already following you through, I think most of my audience is probably following you.

Speaker 2 You are one of the leaders in the online space, online marketing, online selling. You've been around for a very long time.
You just had your very last funnel hacking live.

Speaker 2 Many of my listeners probably have

Speaker 2 your products and have had them for a long, long time. Why did you end something that was so epic and so like

Speaker 2 monumental for our time and our online generation? Yeah, it's crazy. We ran it for a decade.

Speaker 2 And it's funny because I remember when I was, when I was an entrepreneur coming up, the big event at the time with Armour Morning had an event called Big Seminar, and he ran like 10 of them and then he or for 10 years and he stopped.

Speaker 2 I was like, what kind of moron would stop something like this? And then Yannick Silver had the underground seminar. That was the next one.

Speaker 2 And anyway, when we started ours, I was like, after we started doing it, I'm like, oh, I'll do this till the day I die. I'm never going to stop.

Speaker 2 But there's something about, you know, putting 5,000 people in the room is not a, it's not a light task, especially when it's not like they're not free tickets.

Speaker 2 Like everyone's paying a thousand bucks a minimum to be in the room, you know?

Speaker 2 It's a, it's a 10-month cycle. So we get on the Fanakin Live, we get home, we breathe for, you know, 30 days, 45 days.
And all of a sudden, it's like, hey, start planning, start selling tickets.

Speaker 2 And it's just this long grind. And so 10 years of spending 10 months just filling the event, preparing the event, doing the event.
Like it got to be a lot. And this last year, as we were,

Speaker 2 you know, planning Funal Hacking Live 10, the team's like, okay, so, cause like, as you're planning 10, you got to plan the next one. So they're like, okay, so where's next year going to be?

Speaker 2 What's it going to look like? And like, and like started getting all this stuff. And I was just like, I need a break.
Like,

Speaker 2 I don't know how to say this.

Speaker 2 And it's, it's funny because like, I thought everyone on our team was going to be like, no, but most people on the team, especially the guys who run our events, were just like, we could use a break too.

Speaker 2 And I was like, okay, because just thinking about planning 11 while we're in the middle of selling 10

Speaker 2 seems so much, you know? And then at the same time, if I look at when we launched Funnel Hacking Live, it was very unique.

Speaker 2 The way we did it was different.

Speaker 2 Because I'd been, events have been happening for a long time and we had a new formula, a new design, and it was different.

Speaker 2 It's been amazing. And now 10 years into it, when I look at most events, most events have funnel hacked us, right?

Speaker 2 They've modeled us like you, they, the look, they feel the promo videos, like everything looks and feels like funnel hacking live, even though they're not.

Speaker 2 And so, and part of me is like, the, the, um,

Speaker 2 you know, when you get so many copycats, eventually you can like incrementally, you can incrementally keep doing new things, or you can reset and then create something that they don't have no idea was coming.

Speaker 2 And so that was kind of our thought was like, let's take a break. I don't know if it's going to be a year, two years, five years.

Speaker 2 I don't know what that looks like, but I have an idea and a vision for something that's different that um no one else is doing yet and it'll look different it'll feel different and i want to create that um and to create that it needs just time and space to kind of think through you know and so we'll be doing something again in the future this is not it was like my death retirement like russell's done um but it definitely was like the end of that version of it and trying to figure out the next the next step and so i have some ideas i'm i'm working out of my head i want some i want i want an event that's bigger i want to be able to get i want to fill stadiums with with people.

Speaker 2 I want to, I don't know, I envision something really, really cool. And so I just need some time to figure out what exactly it looks like.
You know, we have a mutual friend, Grant, right?

Speaker 2 And everyone knows your story about what you were able to do with Grant and the

Speaker 2 highest grossing sales hour, I think of all time, whatever it was, right? No CD yet. So, yes.
No one's meet you yet.

Speaker 2 But are you kind of leaning into that style of really big, epic, you know, I mean, he literally filled Miami Stadium, right? And so is that kind of where you're, where you're thinking? Potentially.

Speaker 2 There's pros and cons, right? When you, and I, you see Tony Robbins, Tony does his big stadium tours. And like, there's difference because like, if you're not careful, you lose a lot of it.

Speaker 2 Like when, when, when Grant's event was in

Speaker 2 Mandalay Bay, there was an intimacy that was still there, even though it was big. But it went to the Mariner Stadium.
It was, it was. It was different.

Speaker 2 Like, it was just like, everyone's like out getting hot dogs. It was, it was, it was not the same, the same energy.
And so

Speaker 2 actually kind of funny story. So the, the weekend of Mike Tyson fight, I took my kids to the Tyson fight, two of my kids, and we watched that.

Speaker 2 And then halfway through Tyson fight, I was like, John Jones is fighting in New York tomorrow. I'm like, how crazy would you see Mike Tyson and John Jones fighting the same weekend?

Speaker 2 My kids are like, dad, we should go. And I was like, ah.
So I booked tickets during the Tyson fight for the John Jones. We had to shift our flights.
We drove directly to the airport.

Speaker 2 Anyway, so we get to, we did the whole, went to Madison Square Gardeners, which is where the Jones fight was at.

Speaker 2 Like the feeling I felt in that fight, and UFC does a great job anyway, obviously, but just like the venue,

Speaker 2 it was big, big, but it was intimate. And it was like, I don't know, like that feeling that we had at, um, and maybe it was because we were, we were right next to where all the fighters walk out.

Speaker 2 It's like, we're there with my kids 15 minutes and Trump walks out, Elon walks out, my kids are freaking. It's like, that was pretty special too.
But like,

Speaker 2 but like that. So like, it's a version like, yes, look, it probably look, something look like what Grant did, but I want to feel different.

Speaker 2 You know, I want to feel very like what Funnel Hacking Live always felt like. Like you there, it's like a family union and it's tight and it's close.
Like, how do you get that?

Speaker 2 So my, the, my, my vision right now, I want want the next thing to be a madison square garden because like that venue was where i felt that i was like i want this like how do i so i don't know again tell them lower what we all we already want to know what are we doing here what are we doing in madison square garden what do we sell think is what we buy yeah

Speaker 2 i'm not sure yeah really fun

Speaker 2 about a chapter ending and i think you know you've done that for you know obviously anyone who's been following you has been a decade plus right 10 years 10 years click funnels another

Speaker 2 man 12 13 years prior to click funnels so i've been doing this game for a long time yeah all you've been doing it. You're like one of the OGs, right?

Speaker 2 ClickFunnels is what essentially kind of put everybody on the map. I bought ClickFunnels fucking eight years ago.
I've been, your webinar strategy and everything you've been teaching.

Speaker 2 I mean, again, just brilliant, by the way. Just, you should be very proud of what you've done in a sense of like, you're changed people's lives.

Speaker 2 You've literally created millionaires, deck of millionaires. I've interviewed many people that have your plaques on their walls, right? Danner Chidester was just on just the other day.

Speaker 2 And so you should be very proud of what you've been able to do on the earth so far. And you have a long ways to go.
Because, and let's talk about this next chapter, right?

Speaker 2 We're talking about selling online.

Speaker 2 So you kind of say, okay, I need a break, but I'm not done. I'm not retired.
And you are one of the masters.

Speaker 2 I mean, we've already talked about what you were able to do in person live with grant, highest sales revenue within an hour. But brother, I've been following you for a decade teaching online sales.

Speaker 2 Right. And now you're really leaning into that.
So let's just maybe talk to the people about that.

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Speaker 2 Yeah,

Speaker 2 you know, it's essentially in my business, there's always two sides. There's like the technology and then there's the strategy, right? And the technology by itself does okay.

Speaker 2 The strategy by itself and then the combination of the two is what made my business blow up, you know, be able to teach and also have the software together.

Speaker 2 But, you know, like

Speaker 2 when all said and done, it's funny because a lot of people know me as a funnel guy. But you look at what are funnels? Like funnels are just a set of pages.
And what's the goal of the pages?

Speaker 2 The goal of the pages literally is to deliver a presentation that makes an offer.

Speaker 2 Like when you cut it all down to like get rid of all the techno-babble and all this stuff, it's just like their pages that deliver a presentation that sell an offer. That's all it is, right?

Speaker 2 There's different versions.

Speaker 2 There's like, there's a webinar, which is the webinar funnel, which is the funnel, which gets people to show up to a presentation where you can give a presentation and make an offer.

Speaker 2 Or there's a challenge funnel that you get people to register for a challenge to watch you deliver a presentation to make an offer. Or there's a VSL funnel, or there's a book funnel.

Speaker 2 Like they're all the same. It all cuts down to it.
It's like that's the one piece.

Speaker 2 And it was interesting, like when we first launched ClickFunnels, you know, my first book came out, Dot Com Secrets, which is all teaching funnels and funnel psychology.

Speaker 2 And that helped people to understand like the strategy of funnels. And that's when ClickFunnels kind of took off as like they had the strategy book and then they had the software.

Speaker 2 But the thing that I noticed, a lot of people got good at like technically building the pay. Yes, your funnel looks like another funnel, but it's not making money.
They couldn't figure it out.

Speaker 2 And that's when I wrote my second book, which was called Expert Secrets. And the Expert Secrets, when you read that, it's all about how to deliver the presentation.
How do you create,

Speaker 2 you know, it's, I never called it a copywriting book because copywriting books don't sell very well but it's like copyright how do you like what are the words and the phrases and the way you say them and so that book became this really integral part in in our customers journey of just like learning how to actually sell and they learned how to sell and they plug into a funnel then the funnels all like my funnels work now didn't change anything i'm like except for the selling part which is like except for every except for the most important part it's funny because i see people i see people especially like our competitors are fighting like oh we you know we can do this and they can like they have all the everyone's fighting over like the features and benefits they have and i was like right you guys are all ridiculous Right.

Speaker 2 Only thing that matters is the sales presentation. Like, that's it.
The rest of the technology is just there to get people to watch the sales presentation. Like, it's all human psychology.

Speaker 2 And so, um, yeah, so I, I, again, I wrote the expert seekers book two years. I wrote traffic seekers help you get traffic to their funnels.
And then I didn't talk about this stuff for a long time.

Speaker 2 And, um, and then recently, I can't remember probably a year ago or so, um, because in my head, I'm like, I wrote a book about everyone knows what this stuff's about. And so, a year ago, um,

Speaker 2 uh, we kind of relaunched the expert seekers book funnel and all these new people started buying it and they were freaking out about it. And I was like, don't you guys already know this stuff?

Speaker 2 And they're like, no. And so I started talking more about it in my podcast and stuff, talking about selling, about persuasion.
And people started freaking out.

Speaker 2 Like they'd never heard any of this stuff before. And I, you know, for me, it's like when I wrote a book, I stopped talking about it.

Speaker 2 And I was like, I was like, this is something that I forgot was in the, you know, the decade of ClickFunnels was the most integral part where people have the most successes when they mastered this piece.

Speaker 2 I look at our biggest success stories, you know, like Brandon Caleb Poland, like all these people, like the thing they got really good at was the one-to-many presentation that plugs into a funnel.

Speaker 2 And so about that time, I was like, we should do an event. Just, it was, it was, um, it was between funnel hacking lives.
I had a free weekend.

Speaker 2 I was like, we should do a virtual event where we just teach all this stuff. And I was able to buy the domain selling online.
So I was like, I was like, this domain's awesome.

Speaker 2 And so we put on it, we threw together a three-day event.

Speaker 2 And I wanted it to be, I wanted to be like, if someone's just beginning, like it walks them through stuff, but also I want to be able to go deep and share like the deep psychology stuff for those who already know this stuff.

Speaker 2 And so they can go really, really deep. So, so anyway, I spent, I spent a couple of weeks crafting this event and it's fun.
Like when you do an event, it's like writing a book, right?

Speaker 2 Like I'm writing a three-day event where I'm basically the only, I have a couple other guest speakers, most parts, me teaching eight hours a day.

Speaker 2 And we put it out there, I think seven months ago is the first time we did the event. And it was insane.
People went crazy.

Speaker 2 What was fascinating to me is the people who registered. for the event.
Like the first two, two times we did the event, like the guest list of people, it's like every guru you know

Speaker 2 and was in it. And it was, it was really cool.
I was just like, oh my gosh, like this gives me my mind. I'm like, oh, they're, they already know the stuff.
Like, they're fine.

Speaker 2 But like, they were all lining up. They were sitting there.
They were there three. I had people texting me.
They're like, I have not sat through an event in

Speaker 2 ever, like in a decade, right? And they're like, I've been here all three days. Like, do you know the value of my time? Like, I should be charging you for it.
I'm like, dude, you bought the ticket.

Speaker 2 I didn't even, like, I don't know, you're even on the targeting list, but you know, so it's, it's, um, it's, I think it's my finest work.

Speaker 2 It's something we spend a lot of time on, but it's teaching people that, like, how do you craft a presentation, right? Because a lot of people talk about sales, and

Speaker 2 most sales, you're talking about face-to-face, like one-on-one sales, right?

Speaker 2 Where I can ask you questions, and I can see your, I can see your, you know, how you respond, and I can, I can change my presentation, my pitch, and you can shift things based on the interaction with the person, right?

Speaker 2 And extroverts are great at this and they love it, but introverts like me, it scares them to death. I don't want to talk to you face-to-face, you know?

Speaker 2 And so, selling one-to-many is different because I don't have the ability to just read your face and ask you different questions to get to your concern.

Speaker 2 So, how do you create a presentation when everyone, men and women,

Speaker 2 women are seeing it, people in America, people in Africa, like everyone's seeing the same presentation.

Speaker 2 How do you craft it in a way that resolves the core concerns that the majority of people are going to have so you can get 10, 15, 20% of people who actually watch this thing to buy?

Speaker 2 And that's the art, right? Because it's fun because you don't have the ability to... just to interact.
You have to create stories in a way that break false beliefs.

Speaker 2 You have to lead people places. You have to get them to believe things.
It's just like the coolest art form, I think, in the world. And after you learn it,

Speaker 2 it becomes really powerful. Like what we teach during the Selling Online event is how to do like a 90-minute presentation.

Speaker 2 But that same presentation, when you learn the, you learn the strategy behind it. We have one of our friends, Jamie Cross, runs a soap company.

Speaker 2 So she took the presentation formula and then shrunk it down to a five-minute version, same psychology, same beats and hits. And she built a multi-like an eight-figure year soap company using a,

Speaker 2 you know, we call the webinar, but a a little mini webinar selling soap uh you know we've had people using it um cody sanchez she she uh she went through it and she um she was pitching a vc or something on some well she i have a video clip her telling the story but she was like pitching um like financials or some some big vc whatever some big thing right and she tried to sell it and she's like wasn't working she's like so i got run some script and i tried that and she's like i pitched it and we closed the deal say it worked for anything like because it's human psychology right it's learning how to how to do those things and so when you learn it it's really cool like like as we train people, it's like it becomes part of your,

Speaker 2 like how you speak, you know, you start learning the things and you become better at persuading anywhere.

Speaker 2 If you're doing Facebook Live or a podcast or like whatever you're doing, like when you master those skill sets and you start learning how to weave into your language patterns, they help everything you're doing across the board grow.

Speaker 2 So yeah, selling online is my favorite stuff. I love just talking about it and geeking out about it because

Speaker 2 the human psychology side of it is so fascinating. So much fun.
Well, right now, let's plug it. Sellingonline.com forward slash DNA.
Sellingonline.com forward slash DNA. Get a ticket.

Speaker 2 I'm going to be there, everybody. So if it's good enough for me, I'm sure good enough for you.
You're listening to me and my podcast because of Russell. Get there right now.
Not hard.

Speaker 2 And it's the cheapest in the sell. It's 100 bucks.
So it's 100 bucks. You get three days with me.
It's equivalent to like, I think it's like $4 an hour. So it's the cheapest consulting I do.
No doubt.

Speaker 2 There is no doubt about that, my friend. So let's keep talking about selling.
You know, you and I were talking off offline a little bit.

Speaker 2 Like, I'm really passionate about all these content creators are out there.

Speaker 2 And you just said it wasn't cody i think the reference before you said someone took your entire 90 minute shrunk it into five minutes and has this incredible eight figure business on basically a five minute pitch deck and the idea that i want everybody yeah yes i think soap by the way right like um

Speaker 2 the what i want to lean into on this episode now is this understanding that there's all these people out there trying to create content We have a mutual friend, Dean, right?

Speaker 2 They run a program about like the genius in here should be going out there. And I think there's people that just don't understand all this stuff.

Speaker 2 And if you're watching this, you see I have my phone up and all the content and all the stuff.

Speaker 2 If you don't have someone like Russell teaching you what to say, how to say it, your language pattern, the framing of what you're saying, you could be doing all this making all that much money. Right.

Speaker 2 And I think that's just silly. I think if you are going to spend the time to create any level of content, podcast, a webinar, Instagram, YouTube, Twitter, TikTok, and you are not monetizing it.

Speaker 2 I just believe you are selling yourself short because most of you out there, and I would bet you agree,

Speaker 2 you're creating the content because you have something to offer of value. I understand there's TikTokers that point and make money really to just,

Speaker 2 but for the most of us listening to this, watching this, Russell, you are a great example of this. You and I both started well before social media.

Speaker 2 Like we didn't have social media when you and I started in our businesses, but we do now, right? And you have millions and millions and millions of followers across all your platforms, right?

Speaker 2 But you also have the opportunity to offer the value of the genius that is in there and finding ways to monetize it. So you have a business without having to work, right?

Speaker 2 And so I say that because there's so many people that like just create content, just to create content with no idea. I would like you to kind of talk about.

Speaker 2 the power of understanding your language power, your framing, like even in a 90 second frame, right? Where you could, how do you offer it to them? Because everything is online right now. Yeah.
Yeah.

Speaker 2 I think that's, it's, um, it's what most people miss because they see the big influencers, you know, and they're like, oh, I'm going to do what they do. And they copy them.
It's almost like,

Speaker 2 I like, I like Gary Vee a lot, but it's interesting because everyone sees what he's doing and then they try to model it.

Speaker 2 It's like, you understand, if you look at like Gary's actual business model, he's spending millions of dollars on his own social media without trying to get a return on investment because he's just trying to prove that he knows social media so he can sign up ford and gmc to pay him uh you know 500 000 a month to do their social media so that's his back end like he's got a back end but they see what gary's on doing on front they're all trying to copy it like oh i'm just doing the underserved i'm just doing nothing and then they're broke it's like you guys gary doesn't tell you the whole model but if you look at the whole model that's what it is like he's able to spend ten million dollars a year promoting himself on the front end because he's closing 500 a month uh 500 000 a month you know big social media clients like that's the business model and so like that's a lot of times that they're they're funnel hacking the wrong piece like you know and then gary's like oh don't sell courses it's stupid it's like gary these people need to sell courses because they don't have a 500 a month offer a $500,000 a month offer they can offer to GMC.

Speaker 2 Those things drive me crazy. So it's like, understand what people are actually doing.

Speaker 2 Like, I'm a big, I'm a big believer in step back and just looking at what people are doing, why they're doing it, trying to understand it, where most people just look at the micro and just copy it, right?

Speaker 2 So it's like trying to understand what are they actually doing. And I had, um, I'm in a mastermind.
I won't tell you who's in it because you know most of them and it would be awkward for them.

Speaker 2 Uh, but in the group, there's half and half. Half of us are

Speaker 2 marketers who use who use content social to build our businesses.

Speaker 2 And the other half are content people who do content and this half over here in the group i mean they're they're literally like the who's who's like they're getting billions of views a year billions of the b right like stuff i would like i had daydreams about and then over here you know we get millions you know tens of whatever hundreds of millions of views uh and you look at like the income disparity it's huge like how much we make versus them it's like they're legit famous we're not they're legit famous and it's funny because they have these arguments where they're like well we don't want to sell we don't want to i'm like you guys like you're selling anyway you're just doing it wrong like you don't understand like it's the same thing.

Speaker 2 But they have this like weird belief that selling is bad or something that something's wrong is going to happen. You know, they have this weird belief patterns.

Speaker 2 And so what we try to like, and it's funny because then a lot of the more direct response guys are like, you guys are wrong because you're not, you know, and I'm like, I'm in the middle.

Speaker 2 I'm like, you're both right. Let's use both superpowers.
Like, like, how do we harness these things?

Speaker 2 Because if everything you're doing is an ab direct response style, like abs don't go viral. Ads don't get shared.
Like, it's, I mean, they, they can, but it's harder, right?

Speaker 2 If everything is just like content, content, like those go viral, it's like there's this blend and when again when you learn to

Speaker 2 when you learn how to do it where it's not just a sales script right but you're learning how to do it where it's part of your language patterns and it's it's constantly moving people towards something like that's that's the sweet spot in the middle where all the money's made right and so it's learning it's like okay i'm doing this video my goal is to go viral but there's still a call to action maybe it's not go buy my book you know but what's the call to action it's like i need them to do like i'm trying to get them i'm moving them towards something it's not just content for content sense all knowing like the purpose is like okay, I'm doing this because I'm trying to bring this, like I'm creating this piece specifically to bring this segment of the audience in.

Speaker 2 I'm doing this piece to get people to believe this because I know that next week we got an email campaign that's coming out or next week we have this that's happening.

Speaker 2 And so I'm using just like, again, if you go through my, my training, if we're doing a webinar or a challenge, like like before I ever make an offer, you know, like in a 90-minute webinar, admit it's 60 is when I transition to the offer.

Speaker 2 So the first 60 minutes is content, but the way I'm doing the content is all about, I'm figuring out, like, what are the false beliefs that they have that are holding them back from eventually buying the thing I have, right?

Speaker 2 And so that I'm telling stories, I'm doing things in a way to break these false beliefs, right? And so there's a purpose.

Speaker 2 And so you may sit through the first hour Russell's webinar, you're like, Russell's telling a lot of stories. I understand what's the point of this.
Like, it's good. I feel happy.
I have this fun.

Speaker 2 Like, what's the point of it? And you don't know that what I'm doing is I'm speaking to you consciously, but I'm subconsciously rewriting false beliefs that you have.

Speaker 2 So that when I make an offer, you're more likely to buy it. When you actually buy the course, you're more likely to succeed with it because I'm doing this.

Speaker 2 And so when I know know that, I'm structuring my content where it's like, okay, what are the false beliefs? I got to break these false police. I'm breaking these things.

Speaker 2 And I'm doing this in a way where it's like, when I, so that when I make an offer, like they're ready for it, like they're not going to, there's not going to be resistance, right?

Speaker 2 I'm building rapport. And so it's just, it's looking at things strategically differently versus, I'm going to make, you know, this video is going to crush.

Speaker 2 I'm going to get 10 million views on this video. And they're creating just for that versus like, all right, what are the false beliefs that are holding my person back right now?

Speaker 2 What do I need to create to break that false belief? So they will be ready in the future or that,

Speaker 2 you know, in five days from now, when we do an ad campaign or we follow them up, you know, they're watching this content, and then we hit them with ads a week later that, like, they're prepared and we're ready.

Speaker 2 It's like learning how to use those things. And like, that's the, that's the magic, that's the art in this game is, is that part of it, right? And that's

Speaker 2 so brilliantly, right? Like, even in, in, I think, it's so, what you've been able to do with you are like the blend of both, which is so brilliant.

Speaker 2 Like you said, you're like the guy in the middle of that. And I know the like you're both right.

Speaker 2 And you're sitting there like, guys, I'm, you're both right, right?

Speaker 2 But it's because the person who just creates content to create content, in my opinion, most of them don't understand the business side. They've never been taught business.

Speaker 2 Like they actually should hire you as a coach just for the business, not selling out the online. It's like, how do you create this genius and turn it into the business?

Speaker 2 But they've created something that a lot of people don't have the gumption to create, which is a brand of their own, the personal brand, right?

Speaker 2 And they have billions of views or how, you know what I mean? And that's both of those sides are really, really difficult. Your magic sauce, honestly, is you live right in the middle of that.

Speaker 2 I mean, you really have created this incredible brand. Everyone in the entrepreneur space knows you.
And if they don't, they do now on this episode.

Speaker 2 We got the rest of them now. They all know that.
Now we're done. Thank you.
But you also have this brilliant mind that says, okay, if I put out five pieces of content, it could be email.

Speaker 2 Like people underestimate the value of email for some. People underestimate the value of doing reels on Instagram.

Speaker 2 People underestimate the value of TikTok because they don't think like the way you're talking about is if you think out a pattern of seven posts, let's just use Instagram.

Speaker 2 You go through a pattern that Russell will be teaching on selling online because it's just about your framing and how you walk through these stories. And on the seventh post is your ask.

Speaker 2 But most people don't get to the seventh post of an ask. They just keep doing posts about stuff that don't have a call to action.

Speaker 2 And so you're just speaking the language of what I believe all content creators, this is why I'm putting on my event is like, you are the epitome of what people, what sellingonline.com forward slash DNA, everybody, like, this is it.

Speaker 2 This is what everyone needs, regardless of you being a TikTok or a YouTuber. And if you're putting it out, you need to know what Russell knows.
Yeah.

Speaker 2 I think one of the things for me that, so I'm obsessed with personality profiles. So like I have a company where

Speaker 2 we take every personality profile and then from there we can learn everything about you, which is really fun.

Speaker 2 But one of of my, so if you look at my, there's discs and there's value, there's one called values and the value one,

Speaker 2 everyone's got different values. And my number one value is ROI.
And I first, my first thought, I was like, that's weird.

Speaker 2 Cause I'm like, I don't really, like, I actually am not a big, it's funny because like I love business and I love the art of it, but I, I don't know what's in my bank account.

Speaker 2 Like, so I was like, I didn't resonate with that at first.

Speaker 2 And then one of my coaches who, who's, um, who's even more obsessed with personality profile, I said, oh, ROI means like in every situation, like, what's the ROI you're getting in that moment?

Speaker 2 Like, that's what you worry about. And so for me, it's like, that's why I struggled in school.
I was sitting in school. I'm like, what am I doing? Like, what's the point of this? Right.

Speaker 2 Or if I'm in a conversation, like, that I want to get out, I'm like, what's the R, my brain's always trying to figure out what's the ROI of this.

Speaker 2 And it's like, if I'm wasting time, I get all anxious and stuff. So for me, when I started

Speaker 2 again, when social media first came out, it was hard. Like, I was, everyone's doing stuff.
So I'm like, I'm trying to do that. And I was just like, what is the ROI of this?

Speaker 2 Like, I spent, you know, an hour and a half filming this, you know, three minute video that's going to go online and like, we get 5,000 people to see it and then it disappears and it's gone forever.

Speaker 2 I'm like, oh, like, what's the ROI? Like, it stresses me out, right? So for me, it's like, I'm an ROI person. And so I think that's why a lot of it, this happened for me.

Speaker 2 Cause like, if I'm going to spend time doing something i need to know what the roi is going to be or if i don't want to do it right like i'm not going to spend time on instagram unless i see an roi so how do i see the roi like and the roi is not going to be i got 500 000 views it's going to be how many of those people signed for click funnels how many of those people bought a book how many of those people you know it's go that becomes the game now now it's like okay now we're creating stuff but we're doing it through this lens of like what's the roi like if i'm going to spend an hour today doing these these things like how does that look like you know and so I think that's why like I geek out on that because it's the thing that keeps me engaged in the game is like trying to figure out what the ROI is going to be on it.

Speaker 2 And then it becomes fun, you know, and it's like, man, we created this, we created these five videos and from that we sold 300 copies of the book. Like that's, that's exciting.

Speaker 2 That's like a fun game to play, you know? And by the way, just as a side note, you said some people, you said something about email.

Speaker 2 The way you said it, I was like, just so you guys understand, like in our business still, I think,

Speaker 2 man, I mean, we're spending.

Speaker 2 Man, we spend over a million dollars a month on the ClickFunnels brand. We spend over a million dollars a month on Rooks.
We're at two, two and a half million dollars a month in ad spends.

Speaker 2 We're spending a lot of money consistently, right?

Speaker 2 The majority of my revenue still comes from email like not not even it's like 85 to 15 so don't waste hockey

Speaker 2 still work i just think people

Speaker 2 if you're an internet marketer and understand what you know and what i know the email is very very valuable

Speaker 2 that's half the goal of social is to get them off social

Speaker 2 that's right that's exactly right and that again are you going to be going over some of this stuff when selling online yeah we show all we show

Speaker 2 we show everything yeah i mean the the the biggest keys and so we talk about a lot of stuff but the the the three core things are like, how do you create an offer? Cause that's the biggest thing.

Speaker 2 You have to have, I call it level 10 offers. A level 10 offer is a kind of offer where if you're at a seminar and you, you promote it, people are running to the back of the room.

Speaker 2 They're jumping over to like give you their credit card.

Speaker 2 Or if they're at their house, they're running around trying to find their wall, begging their spouse, like, just give me, like, just allow me to buy this thing. Like, yeah, create that kind of offers.

Speaker 2 That's the first thing we cover.

Speaker 2 The second thing we cover is the presentation. What's the presentation we need to create now to sell that offer? Yeah.
Right. That's number two.

Speaker 2 And then the third thing is then, what are the funnels we need to create to be able to show that presentation, right? The funnels and the traffic and all that kind of stuff.

Speaker 2 And so those are the steps we walk through during the event. So the time it's done, you've got the offer figured out.
You've got the presentation figure out. You got the funnel figured out.

Speaker 2 You got traffic coming into it from social and from everywhere. So yeah, it's the best.
Dude, this is so great.

Speaker 2 And so I think what most people need to understand is you need to be able to take them off of the social media and bring them into your world to create value.

Speaker 2 So the thing where I want to kind of maybe wrap up this episode is helping people understand what you've done and what I've done over, for me, I've been an entrepreneur for 20 straight years, right?

Speaker 2 And you about the same.

Speaker 2 None of this is a short-term fix. Like you might be able to create an offer right now and go get 50 grand.
That is a reality. You could go do that.

Speaker 2 But to create something of value, something special, you need runway, right? I mean, you, you yourself didn't click create click funnels in a year to the level it's at today.

Speaker 2 You needed a decade of running that thing to where now it is the premier, top of the top, the brand Russell Brunson year one is not the brand brand Russell Brunson it is a decade later, right?

Speaker 2 But people want everything

Speaker 2 right now.

Speaker 2 And I want you to talk to them about that, about giving yourself enough runway to create the epic, amazing thing that offers value to everybody and is important versus this idea of like, hey, Russell, teach me how to go make 100 grand.

Speaker 2 I mean, you can do that and you will do that, but like, you want to create something special. For sure.
It's, it's the law of the hardest, right? Like, you look at your life today.

Speaker 2 Your life today is literally

Speaker 2 the image of the seed you planted five years ago. Like for all of us, it literally is all it is.
It's the law of the harvest. We plant seeds, they grow, we harvest them, right?

Speaker 2 And it happens over and over and over again. So wherever you are in your life right now, if you're happy, you're like, this is my life is flawless.

Speaker 2 It's like sweets because you planted good seeds five years ago. And this is all areas of life.
You get a relationship, right? You and your spouse are doing good. You planted good seeds five years ago.

Speaker 2 It's not like all of a sudden one day like, hey, we fixed our marriage last night. Like, what, you did? That's amazing.
No, maybe you had a good night, one good night, right?

Speaker 2 But, but great happiness comes from planting seeds consistently, right? It's harvest, like, you plant the seeds, you nurture the seeds, you grow the seeds, and like, and so that's what's that.

Speaker 2 So, um, yes, there's going to be there's, there's, there's home runs, there's big hits, there's things you can do.

Speaker 2 We can speed up, we can speed up, you know, we can put things at the seed to help it grow faster, right? Miracle grow and stuff like that. That's what all the coaching stuff's about.

Speaker 2 But, right, but the reality is, like you said, like, if you want to build something amazing, it's planting seeds consistently, right? And it's always happening.

Speaker 2 Like, um, I remember uh before we launched ClickFunnels, this is when podcasting was just kind of coming out.

Speaker 2 I thought it was a dorky thing, I'm like, I'm gonna start a podcast because everyone's, it's becoming a thing, right? And I remember

Speaker 2 it was in the back of like one of my businesses failed. I fired like 100 employees.
I was like, I was in the, like, actually like probably the lowest period of my life.

Speaker 2 And for some reason, I felt this calling like, hey, you should start a podcast. Like, what? Like, what am I going to talk about?

Speaker 2 I just failed really big in front of everybody.

Speaker 2 And so I started this podcast. I had it.
I remember from my house to my new little office, I had a four-minute drive.

Speaker 2 And so I would take my phone, I click record, and I would do a four-minute podcast. It was called Marketing in Your Car and my four-minute commute to the office.

Speaker 2 And all I did was I start talking about, like, all right, today we're going to try this out. Okay, we did this.
Oh my gosh, I did.

Speaker 2 And I just started just like documenting this journey of what I was doing over time. And we started posting them online.

Speaker 2 And what's crazy is back then, nowadays, there's like all these cool podcast apps. You can see stats and graphs.
Like, we didn't know anything. We put it online.
I had no idea.

Speaker 2 And I'm grateful because I had no idea if anyone was ever listening. And it was probably like two or three years into it when my brother like figured out.
He's like, I hooked up a thing.

Speaker 2 We can see people downloading or not. I'm like, oh, we're so excited.
And we looked back and it was like, nobody listened to the first, I don't know how long, how long it was and then um i remember um

Speaker 2 it's one of my favorite things uh i don't know if you know steve larson but steve larson came and he worked for me for two years uh before he went on his own and i remember he came in he's like i'm gonna learn everything about you so he'd like he binge listened to every episode i had ever done and after he had gone through the whole like i don't know seven or eight hundred episodes the time he came back and he's like dude you know what's crazy he's like the first 35 40 maybe 45 episodes like you were not good he's like you're so bad he's like these were painful to listen to he's like by 45, 50, like you started getting it.

Speaker 2 And it started like, and then now he's like, this, it's amazing.

Speaker 2 And, um, and I had this weird epiphany. I was like, oh my gosh.
First off, had I known no one's listening, I probably would have stopped. Right.
So I'm grateful I didn't know.

Speaker 2 But number two, it's like for all of us, like when you first start publishing, people are always like, what if I'm no good? And the reality is you are not going to be good.

Speaker 2 Like, that's like, this is you planting the seeds. Like you are going to be really bad at first, right? But what you have to do is you have to publish long enough.

Speaker 2 Nathan Berry wrote an article about this.

Speaker 2 I quoted it in my traffic secrets book, but you basically you have to publish long enough uh for your audience to find you and in this article he talked about how you know most tv shows you don't start like episode one because you have no idea if it's gonna be good or not like you wait until somebody's been around for three or four years never's talking about then you go and you binge watch all of it right it's like people are waiting for the best content to rise to the top and so um like the the reality is like you have to be willing to keep planning these seeds and doing consistently enough and two things will happen number one is by doing that consistently over time you will find your voice and you actually become good that's number one because right now you suck and the only way to get better is to do it a lot, right?

Speaker 2 And then number two is it gives your audience the time to find you. And by the time they find you, there's going to be a cross-section of you actually learning how to do it okay and them finding you.

Speaker 2 And that's like, that's when this thing starts blossoming. Like it's kind of like I visualize in my head, you know, starting one of these businesses, like you're pushing this rock up the hill.

Speaker 2 It's like, oh, this is so hard. Like, no one's listening.
What's happening?

Speaker 2 You get the top of the hill and all of a sudden like you go over the hill and all of a sudden then the big boulders like starts speeding up, right?

Speaker 2 And that's where you see people who rapidly grow these businesses, but it's putting in the time ahead of time so it could be anything could be publishing could be reels could be blogging podcast like whatever it is it's like it's picking a platform and just starting to talk even if you don't have to talk about just documenting your journey and like what you're learning and why you're learning it and by doing that that's what like helps you to find your voice and if you do it consistently for long that that's when your audience will find you and that's when this game becomes really easy but there's a season of planting the seeds putting in the time putting the effort um but then it's crazy like i i think about this we launched click funnels a decade ago it feels like yesterday like i I still remember sitting in the room with me and Todd, like trying to figure out like what color the button should be, you know?

Speaker 2 And now it's a decade later. It's just like, it goes so fast.
And we're always worried about, oh, like, I got to figure this out right now.

Speaker 2 Like, no, just be consistent, keep planting the seeds, love the harvest, plant the seeds, nurse the seeds, plant the seeds, nourish the seeds.

Speaker 2 And faster than you will know, you'll be where you want to be. It's like Tony Robbins says, like, we always overestimate what we can do in a year and we underestimate we can do in a decade.

Speaker 2 So think in decades instead of years and be consistent. And that's the magic how you win this game.

Speaker 2 And you really will be able to look look backwards and connect the dots like what were the things that were able to get me there and one of those dots usually is you just kept going you just kept going right and you didn't give up stop stop i appreciate your time you are incredible and by the way just as a just so we know what this man has done if you really genuinely have not heard of russell you've been under

Speaker 2 but

Speaker 2 if you have a rough number of sales over your last decade Would you be able to throw a number so people know? Oh, this guy fucking knows what he's doing. Yeah.

Speaker 2 Last October, just the ClickFunnels brand passed a billion dollars in sales.

Speaker 2 There you're right. You should be so proud, man.
That is phenomenal. That is phenomenal, dude.

Speaker 2 It was a, it's been a lot of fun. It was crazy.
Like, I remember four or five years in, like, someday we're making a billion dollars. And I said that thing, so we kept watching it, watching it.

Speaker 2 And sure enough, last October, we passed it. We're like, that's insane.
Like, it doesn't make any sense. Their countries are making billion dollars.
You know, we did it in less than a decade.

Speaker 2 So it's pretty cool. Dude, that is wild.
Like, it gives me shivers right now. That is, that is impressive, dude.
You should be

Speaker 2 that is awesome.

Speaker 2 A, go follow Russell. B, sellingonline.com forward slash DNA.
All things, Russell. Get his books.
Follow him on social media. This man is a genius.
He's a server. He's a servant.

Speaker 2 He's here to help all of us entrepreneurs. He's been doing it at the highest of high levels.
I appreciate your time today, brother. Thanks, man.
I'd fight. I appreciate you too.
All right.

Speaker 2 If this was helpful and you think two more people need to find Russell, go to sellingonline.com. And all things, I want to make sure you share this with at least two of your friends.

Speaker 2 We'll see you on the next episode. Peace.

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