The Russell Brunson Show: A New Beginning for 2025 | #Marketing - Ep. 01

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Speaker 4 Hey, this is Russell Brunson. I want to officially welcome you to episode number one of the Russell Brunson Show.

Speaker 4 And you may be thinking, Russell, this is not your first podcast episode. Why are you calling it episode number one?

Speaker 4 And the reason is because I'm changing the name of the show to the Russell Brunson Show. I'll talk about why here in a few minutes.
And we got a bunch of really, really cool announcements.

Speaker 4 And then at the end of this podcast, I'm going to be going through six things that you got to focus on in 2025 to grow and scale your company dramatically. And I'm excited.

Speaker 4 So, with that said, I'm going to jump right into the first ever episode of the Russell Brunson Show.

Speaker 4 This is the Russell Brunson Show.

Speaker 4 Okay, so I'm going to step back. I'm going to tell you guys the history of this podcast.
For those who are just jumping in for the very first time,

Speaker 4 so when I first heard about podcasting, it was almost 20 years ago. In fact, I remember sitting in a hotel room and at a seminar and they were talking about podcasting.

Speaker 4 And I was like, that is the dumbest thing I've ever heard of. No one's ever going to podcasts.
It's not a real thing. No one's going to care.

Speaker 4 The word podcast is just so annoying that it's not going to become a thing.

Speaker 4 Little did I know that it became such a big thing. But I remember I fought it for a long time.
But I do remember thinking, like, if I ever started a podcast, I was going to call it Marketing Your Car.

Speaker 4 And so I bought the domain name Marketing in Your Car. And almost a decade later, I decided to launch my very first podcast ever when it started kind of catching on.

Speaker 4 And so I launched a podcast called Marketing in Your Car. And some of you guys may remember this if you've listened to the old episodes.

Speaker 4 It was on the back of my business kind of collapsing. Everything, you know, at the time I built my company up to about 100 employees and everything had fallen apart.
It was collapsed.

Speaker 4 Everything was collapsing. I had to let go like 90 some odd people in a day.
And I was moving down to this really small business and like, or sorry, to a smaller office. And I remember just being,

Speaker 4 I don't know, like depressed and sad and like all my dreams had fallen apart. I thought I was failing.
And I had this weird, this weird pull, this real, this weird tug.

Speaker 4 Some of you guys have felt that before. I call it now the call to contribution.
We feel this like contribution. Okay.

Speaker 4 I got that term from Alex Sharfin, but this call to contribution where I felt like I should start podcasting. I'm like, this is the worst time to start podcasting.
My company's failing.

Speaker 4 Everything's falling apart. But it was like, you need to start documenting this journey.

Speaker 4 And so at that time, I had moved from this big, huge, like 20,000 square foot office down to like a 2,000 square foot office.

Speaker 4 They'd gone from 100 employees down to like four or five that I could still afford. And I had a four-minute drive from my house to the office every day.

Speaker 4 And so most days I would grab my phone and I would just record a podcast episode. It was called Marketing Your Car.

Speaker 4 And it was literally me just like talking about what I was learning, what we were trying, what we were testing. And it was, it was kind of how I launched it.
And I remember putting it out there. And

Speaker 4 I didn't know how to see if people were listening or not. So I put it out there, kind of promoted it, and then I hope for the best.

Speaker 4 And I didn't know for a couple of years before we figured out how to like actually hook up analytics to see how many people were downloading it.

Speaker 4 And I remember at the time when we finally hooked it all up, I was like, wow, I'm grateful that I didn't know how few people were listening at the time because I wouldn't have probably had put so much effort into it.

Speaker 4 I was doing it probably three times a week for,

Speaker 4 I don't even know, for three or four years,

Speaker 4 four or five years. I don't even know how long it is.

Speaker 4 In fact, just fun for me to go back and listen to those episodes because in those episodes, I remember one episode I was talking about, like, you have to be a moron to want to make more than $10 million.

Speaker 4 You're like, why would you ever want that? It's so dumb to even go after that. You know, which is kind of funny now.

Speaker 4 I remember talking about this idea and talking about this thing called ClickFunnels as we were developing and designing it. And it went from literally like...

Speaker 4 the you know our company failing to um to this journey of us launching click funnels and going out into the world and so the marketing in your car podcast um kind of was this really cool journey of me coming from a business failure up into launching click funnels and and it was just such a cool thing uh and i I remember,

Speaker 4 man, probably a year or two into ClickFunnels, I hired this guy named Steve Larson, some of you guys know Steve. And he came into the office, and he was my funnel builder, my first funnel builder.

Speaker 4 I hired. He was sitting right next to me, and all day long we'd be talking and stuff.

Speaker 4 And he went through and he's like, I binge would have listened to every episode you ever did from the very beginning. And he told me one something one time.

Speaker 4 He's like, he's like, man, the first like 35, 40 episodes, like you were not very good. He's like, by 40, 45, you started getting your groove and you started actually being good.

Speaker 4 And I thought that was so cool. Again, so grateful I didn't know that nobody was listening initially because I would have probably quit before I ever got that way.

Speaker 4 But it's also interesting, it took me 40 or 50 episodes to find my voice and start figuring out how I was going to speak to people and communicate. And I use that as a lesson.

Speaker 4 I talk about this actually in the Traffic Seekers book where I talk about the fact that like you have to publish long enough to get noticed, right? And two things will happen.

Speaker 4 Number one is that in that process, you will learn how to find your voice. And then number two, your audience will have a chance to find you.

Speaker 4 I'm just so grateful that I did it consistently consistently long enough for my audience to start finding me.

Speaker 4 And I started looking at over the over time, it was crazy because after we launched ClickFunnels, I launched my inner circle.

Speaker 4 And what's crazy is like the majority of the people who came into my inner circle came from initially they were like, they were podcast listeners. They listened to all my podcasts.

Speaker 4 I feel like I was like listening to you when I was working out and driving and it became part of their lives.

Speaker 4 And so that was kind of how Marketing in Your Car launched, the very first version of this podcast. Then fast forward after that, I remember I was buying a whole bunch of domain names from John Reese.

Speaker 4 I bought traffic secrets, product secrets, and all these different things. And one of the things I bought from him was Marketing Secrets, which is his blog back.

Speaker 4 Like when I first got started, that was the blog back in the day that he had. I used to read and study from him.
He was one of the original OGs of this market.

Speaker 4 And I bought Marketing Secrets, and I decided to change the branding of the show to Marketing Secrets. And it became the Marketing Secrets Show.
And it ran that way for another...

Speaker 4 I don't even know now, five, six, seven years. I think I've done like 600 episodes as the Marketing Secrets podcast.
I've always loved that.

Speaker 4 And it's been awesome. In fact, this is the first episode that that isn't marketing secrets, which is hard for me.

Speaker 4 But what's what's tough is like, I don't know, I'm in a spot in my career, in my life, where I want to talk about a lot of stuff.

Speaker 4 And the marketing secrets kind of pigeonholes me in this weird spot where I'm allowed to talk about marketing.

Speaker 4 And I kind of go outside of those bonds, but those bounds, but a lot of people are like, I come to you, Russell to learn about marketing. I'm like, I know, it's awesome.

Speaker 4 And so like, for a little while, I was like, well, I love marketing, but I also have sales. What if I change the branding to the selling online podcast? And I almost did that.

Speaker 4 In fact, we even created an intro video. It was awesome.
But then I was like, I love talking about personal development. And so, like, we almost changed the podcast to round peg square holes.

Speaker 4 And that was going to be a thing. Or I was going to create a whole separate podcast.
I have one on marketing, one on personal development. And it was just getting confusing.

Speaker 4 And I was like, you know what? This is the deal. People come to me for different reasons.
Some of you guys came to me because you want their marketing. Some of you guys came to dwell on their sales.

Speaker 4 Some came to dwell on personal development. Some of you guys just like, you have no idea why you're listening to me.
You're just here because I'm trying to entertain you. We're having a good time.

Speaker 4 Some of you guys like me telling stories about old people who have passed on, who like who changed the world that, you know, like Napoleon Hills and Orson Sweat Martins and like all these people that like and and and so i have a lot of things i want to talk about and so i kept trying to shift these things around finally i was like you know what most of the people i know the show is named after them it's like the rachel hollow show the garyvee show like things like that i was like you know what i'm just gonna change this to the russell brunson show and i can talk about things i want to um all the things and i think it'll be more fun for you guys uh we're also on youtube setting up a separate podcast channel where it's just my podcast stuff so i have the russell brunson channel which it's got all sorts of stuff but we're gonna create a russell brunson podcast that's it's just these interviews just just me going live like just these things that are very specific to uh to the podcast format that i'm gonna kind of use uh so by the way that means you got to go back to youtube and resubscribe if you want the video versions of these um

Speaker 4 but that's why we're doing it okay but i also want to know that like like when you're coming to an episode and listening i want you to be able to know like what you're getting into right um i know there's some podcasts i listen to are like i like when they talk about personal development maybe not this part or vice versa so in the titles we have like it'll be it'll be like episode one here's the title and then have some kind of thing afterwards that'll talk about if this is a marketing episode, a selling episode, a success episode, or like a round peg square hole where I'm talking about some other person from history that I think you should know about.

Speaker 4 And so that's kind of how I'll break these things up. There may be other categories that come in the future, but for the most part,

Speaker 4 you know, the things I deal with, the things I think I'm the greatest in the world, I'm great at marketing, I'm great at selling, I'm obsessed with personal development, and I love stories of just amazing people who have passed on, who most of you guys don't know about.

Speaker 4 So those are the things I'm passionate about, and that's the stuff I'm going to be talking about about more so during this podcast.

Speaker 4 So, hopefully, you'll find something that you love, and it should be a lot of fun. So, there's kind of set up about what the new Russell Brunson show is.
So, now you know.

Speaker 4 And I want to talk about, before I dive in,

Speaker 4 I've got six things I want you guys that I want you to understand that I'm focusing on dramatically in our business this year that I think are going to be the keys for us growing.

Speaker 4 And so, I'm going to talk about this here in a minute. But before we do, I want to talk about the last 12 months.
Okay. We're at the beginning of the new year right now of 2020.
What year are we?

Speaker 4 2025.

Speaker 4 I'm not bad at remembering year. I'm not good at remembering years.
So we're the beginning of a new

Speaker 4 year. And with that, there's a lot of new growth and things like that.
And I've been thinking a lot over the last couple of weeks about this kind of stuff. And also just about the last 12 months.

Speaker 4 And it's crazy. I just, before we got here, I listened to an episode I did last December, so a little over a year ago.
And I was at a low spot in my business and my life.

Speaker 4 And I was listening. I'm like, man, that Russell is in a lot of pain listening to that.
And I was very excited. Like, this year is going to be great.

Speaker 4 And we're going to do a lot of stuff and kind of dig out of this hole and get back to the spot where I feel like we're growing and having success. And what's crazy is a year later,

Speaker 4 it's been a brutal year this year. I don't know about you guys, but

Speaker 4 man, for me, it's like the last,

Speaker 4 I don't know, the last cycle. I would say

Speaker 4 I'm not into politics, but the last political cycle has been rough for me

Speaker 4 as a whole. And for me, for my business, for my family, just a lot of things, a lot of changes, a lot of stuff I was not prepared for.

Speaker 4 And what's crazy is I have a group, I have my inner circle group, I have a group above that called the Atlas group. And we met in December with the whole Atlas group.
And it was crazy.

Speaker 4 Almost every single one of the people in that group were like, this year is really, really hard. Everyone had very, it was a very consistent feeling of it being a really, really hard year.

Speaker 4 And also, like, I'm not in big, I don't know anything about numerology at all. But one of the guys in my inner circle, his name is Vashal, he, he was talking about numerology.

Speaker 4 He's like, based on the numbers, like, this year is supposed to be the hardest year for everybody. But 25, based on numerology, supposed to be amazing.

Speaker 4 So I'm like, I don't know anything about numerology, but I'm pumped because I feel something different this year.

Speaker 4 I don't know if you guys are feeling it as well, but like, I'm really excited and really, really motivated.

Speaker 4 The last 12 months have been tough, and I want to kind of talk about that just because I think a lot, it's been tough for a lot of you guys, and I want to have empathy to that because I'm going to talk about...

Speaker 4 how to succeed this year, what to do, what to focus on, all that kind of stuff. But I also want to do it through the lens of like, I understand where you're coming from.

Speaker 4 If you got beat up this year, man, so did I. If you got beat up the last couple of years, like, so did I.
And so if you, and I'll fast forward actually four years ago first.

Speaker 4 So four years ago, during the last election cycle, in fact, I remember it was like, it was the day of the election. I flew out to Atlanta to hang out with Todd.

Speaker 4 And that's when we got the offer for somebody to buy ClickFunnels. We'd gone through this process for five or six months ahead of time.
And it came down and we, and, you know, it's just a big funnel.

Speaker 4 Everything in the world is a funnel, right? But, you know, we put it out there. We had people coming initially, really high offers.

Speaker 4 And then you go through all the due diligence and it goes from like 100 companies to 80 to 50 to 40 to 10 to all the way way down to like three or four companies and we end up getting three or four offers at the very end and it was the day of the elections that just happened so it was the next day and we were sitting there looking at the offers and um i don't know it was weird the offer was insane um

Speaker 4 had i have said yes to that i never would have had to work again um

Speaker 4 it I don't know, it was crazy. But there was something weird inside where I was just like, I didn't feel good about it.
I was just like, I don't feel like I'm done.

Speaker 4 I don't feel like, I don't know, it was a weird thing.

Speaker 4 And it's crazy because like the selfish thing would have been like, peace, I'm out. You know, I've got a nine-figure check for myself.

Speaker 4 Todd's got one to all, you know, and it would have been, it would have been easy. But for some reason, I don't know, maybe we were dumb.
We decided to say no to it.

Speaker 4 And

Speaker 4 it started this journey. And we were so excited.
Like, we're going to build,

Speaker 4 we got to build something.

Speaker 4 We knew we built clear phones was amazing, but we knew we could build, we needed to build something for the next, to take it to the future and to do what we needed to do.

Speaker 4 We needed to do something different and so we sat down and we went back through the drawing board and um and kind of designed it all out and todd spent a year in by himself with with a team a team of guys building out the foundation for what would become the new click funnels we spent a year of it and it was like turning out so good and the next year's funnel hiking live um and this is probably my mistake but like i was so excited and i wanted people to know because people were asking like like there's other competitors coming out like what are you guys doing and like and we were obviously fixing and trying to make the core product really really, you know, solid and stable, all kinds of, but we were building something new.

Speaker 4 And so, finally, that next front hiking live, so it was a year into development. I came out and I was like, okay, this is what, like, I told everyone, like, 2.0, what's what we're building?

Speaker 4 This is what it's gonna look like. And people were so excited.
Um, and then, um,

Speaker 4 yeah, and so, and I, I don't know, it's one of those things where

Speaker 4 you always feel like you're closer to done than you are, you know. And so, that year we announced it, and it's just crazy because, because half our audience was so excited, and then half and

Speaker 4 half, and half the audience was like i don't know it's just funny like the people who don't like me or like click funnels were just like from day one oh it's gonna be horrible and it was just it was so it was so crazy like we just told you we're working on something and you're already talking trash about like it just blows my mind how people work but um but then it was out there and so the people knew about it and so we spent the next year Working on it and building it and so next year's funnel hack live was coming up and it was tough because people were waiting a year for it and we were waiting and we had been testing it for an entire year and it was very solid like it was working great.

Speaker 4 There were like bugs and hiccups and stuff but it was like anyway it is what it is right And so the next year, Funnel Hacking Live, we didn't launch it there.

Speaker 4 We did a beta launch, everyone who was at Funnel Hacking Live. And then

Speaker 4 like two months later, a month later, whatever, we did the ClickFunnels 2.0 launch and we gave it to everybody.

Speaker 4 And what's crazy, this is like in hindsight, we launched ClickFunnels the first time, there weren't very many customers.

Speaker 4 People come in, they find bugs, we fix them, and then more people come in, we find more bugs, and just like kind of cleaning things up. But we went from zero to getting 18,000 new signups in a week.

Speaker 4 18,000 people joined. And what's crazy, in hindsight, if I could go back in time and say young Russell don't be an idiot

Speaker 4 we had 18,000 people sign up and there were all sorts of things and we spent the next year just trying to keep on top of it and it's hard because like

Speaker 4 when we launched it I told everyone like this is the beta of 2.0 it's amazing when you sign up for it for a year we'll give you classic and 2.0 you get both so I was like in my head it's like best of both worlds.

Speaker 4 There's going to be some bugs and stuff, but people can have classics. It doesn't matter.
They get best of both worlds. The problem is a lot of people didn't look that way.

Speaker 4 And we had people that were upset with us. And for the next year, we spent

Speaker 4 just fixing things and fixing it and trying to keep in front of it and like improving it and getting platforms solid and like trying to, anyway, it was, it was a lot.

Speaker 4 And so that was like last December. It was like, it had been a year of that.
So again, four years. We had a year of building, a year of pre-launch, and we launched it.
And then a year.

Speaker 4 And so last December, I was like beat up. And I listened to that podcast episode.
And I was just like,

Speaker 4 I just beat up. Right.
And I was just like, man, this is crazy. Like, I'm trying to serve people.
Like, I literally did not quit.

Speaker 4 I did not take this huge payout and instead we just we sacrificed all the stuff to like to try to create this amazing thing for people and a lot of the people who we had created it for were angry at me and mad and like talking trash about me and like attacking me and it was just like i don't understand this like we thought we were doing the right thing was to not just take easy money and just walk away it was like no let's like let's go back and like anyway it's just weird to me and it was like Anyway,

Speaker 4 it was tough. It was tough.

Speaker 4 And I remember at the end of it, I was talking about how a couple of things, like just how brutal it had been, like people attacking me and attacking the company and stuff, and how hard that hurt me.

Speaker 4 It also been a year since my partner, Dave Woodward, had passed away, which was hard. And it's just like, man, I don't understand.
Like, when I don't know, it's a weird thing.

Speaker 4 Like, when you're the underdog coming up, everybody cheers for you.

Speaker 4 And when you're on top, it's weird how people just want to take shots at you, especially people who like, who you helped, who you served, who like you helped them start their businesses and launch it.

Speaker 4 And then they come attacking you. It's just like, I don't understand.
I'm trying to do everything right. I'm trying to do what I think is best for us and for the community.

Speaker 4 Like, I wasn't selfish and just cashed out in like peace and like left, you know, left things where they were at. And so it was hard, man.
It was

Speaker 4 brutal. I think

Speaker 4 it was something I was not expecting. And then come into the new year.
So a couple other things.

Speaker 4 So I don't know if I talked about this in that podcast episode, but last December also, my twins turned 18. And I don't know about you guys, but

Speaker 4 you always think you have more time with your kids and everything. And um

Speaker 4 and

Speaker 4 and oh my god i don't know i love my kids they're amazing like um but being a parent's hard i don't know if any of you guys are parents out there but it is hard um it's like crazy like you go to fun hockey live and i speak and everything i say people are like latching on like that's so smart you're the greatest with your kids it's not that way like you it's

Speaker 4 like you try to give your kids everything and they and um

Speaker 4 it's a whole different experience it is it is hard and um you try to give your kids the best and like parenting is weird because parenting there's like

Speaker 4 i don't know how you guys feel. As a parent, though, I always have this thing where it's just like,

Speaker 4 and this isn't completely true, but in my head, it's like, I'm like, there's no value as a parent, right? And that's not true.

Speaker 4 There's value, but it's like, it's like, you don't get anything out of it. You don't get paid for it.
You don't get, you know, they don't tell you they love you when they get older. Like,

Speaker 4 all these things are just like. And like, everything you're doing is trying to help them.
And then they're angry. They're mad.
They want to rebel. It's just like, I'm not getting paid for this.

Speaker 4 I'm doing this because I love you. That's the only purpose, right? And it's just so hard.
And so last December, my twins turned 18. And it was tough because, like,

Speaker 4 one of my sons, we turned 18, you know, had a birthday party for him.

Speaker 4 When he went out that night, and he didn't come back home, and he basically moved out, and that was not something we were prepared for or ready for. Um, we didn't even know what was happening.

Speaker 4 We, it was, and the transition for months was like it was brutal on me and on Colette, not knowing what was happening and why he wasn't coming home and where he was even staying.

Speaker 4 And, like, and like, I don't know,

Speaker 4 it was mentally, it was mentally really tough. Um,

Speaker 4 so being a parent is hard. So, anyway,

Speaker 4 those of you guys who don't have teenagers yet, you're gonna find out it's a different game. But um, that that was really, I don't know, that was really hard.

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Speaker 4 And then come January, and I haven't talked publicly about this, but

Speaker 4 it's actually like a year ago this weekend. So

Speaker 4 we had a I don't want to get too deep into the details of it, but

Speaker 4 we had a scare with our one son that moved out. We had a scare.
It was a Friday night and

Speaker 4 anyway, we were out till two or three in the morning trying to find him and all sorts of, anyway, that's as far as I'll go.

Speaker 4 Then came home, went to bed, and then the next morning woke up at 6 a.m. for wrestling tournament.
I took my son to it.

Speaker 4 And for me, wrestling is my happy place. You guys know that.

Speaker 4 I don't know.

Speaker 4 Nothing brings me more happiness than wrestling. And

Speaker 4 anyway, I go to this wrestling tournament and watching Bowen as a senior year. We've been working so hard.
Like, literally every day of the summer, we worked out.

Speaker 4 Me, him, and his wrestling partner, just trying to perfect things and get better. He was like, just doing so good and so excited.
And we're at this wrestling tournament.

Speaker 4 And for some reason, normally the coaches sit back off the mats. But for some reason, the gym was small.
Everyone's on top of each other.

Speaker 4 It's like I'm i'm sitting right on the mat and my son's wrestling and um

Speaker 4 and i did something stupid uh the kid wrestling put it put a hold on my son that he should not have

Speaker 4 the ref was very slow to react to it and um i don't know just

Speaker 4 call it lack of sleep call it stressed call anxiety call it being stupid um a million different things and um i jumped out and tried to get the kid off my son and and um anyway i got kicked out of the tournament rightfully so i should have

Speaker 4 I was in the wrong there. I should not have done it.

Speaker 4 And

Speaker 4 I thought that was it. I don't know.
Normally, that would have been what's it. This kind of stuff happens in wrestling often.
It's not something that

Speaker 4 I don't know.

Speaker 4 And someone caught it on video. And

Speaker 4 because I am who I am, they posted it and tagged me and tagged everybody. And that video went viral.

Speaker 4 And I don't know if any of you guys ever had a chance to

Speaker 4 to stand in front of millions of people and have them all take shots at you without you having to really say anything back. Um, man, it is brutal.

Speaker 4 It's crazy because, like, we went to the family, apologized, made it right, like everything was fine. And then, like, the the

Speaker 4 the um

Speaker 4 I don't know, the the

Speaker 4 jury of public opinion, I don't know what's called judge, jury, executioner of the world. Um,

Speaker 4 yeah, for the next, I don't know, six weeks. I would say conservatively, I probably got, I don't know, three, four thousand death threats.
Um, I got people

Speaker 4 anyway, it was, um,

Speaker 4 it was like nothing I ever experienced before. Um,

Speaker 4 they, uh, and again, it's one of those things that like, if it happened in the normal world, it wouldn't have been that big a deal, but because it made it on the news and it made it everywhere.

Speaker 4 I got on the Joe Rogan show. Yeah, I made on Rogan.

Speaker 4 Um,

Speaker 4 I don't know, but because of it, it was just

Speaker 4 they, they wouldn't let it, they, they

Speaker 4 forced me to quit as a coach. They wouldn't let me go and watch my son wrestle ever again.
Wouldn't let me go to practices, won't let me even into watch a wrestling match for two years.

Speaker 4 I can't coach ever.

Speaker 4 I mean, literally taking the thing that is most important to me away.

Speaker 4 That was hard, man.

Speaker 4 I don't know. And again, it sucks because, like,

Speaker 4 I mean, it was a mistake. I messed up 100%.

Speaker 4 Man, I would say conservatively probably cost me a couple million dollars.

Speaker 4 It cost me a lot of...

Speaker 4 Anyway, it was tough. It was tough to see how people who I thought were friends,

Speaker 4 you know, jump up and throw you under the bus. People who are enemies feel like it's Christmas and they get to do what they want.
People using it just for clickbait,

Speaker 4 just take as many shots as possible.

Speaker 4 It was hard for me, for my family, family for every you know anyway it was um

Speaker 4 man

Speaker 4 uh

Speaker 4 so that was i that was my january

Speaker 4 um

Speaker 4 yeah so i i don't even know uh

Speaker 4 but yeah that was kind of it was brutal and then from there um it was yeah the rest of the years kept happening kept having things and it's just we had you know problems with click farms problems employees problems it was just like man it's like everything that could possibly go wrong that year kept happening gets hit over and over and over again.

Speaker 4 Towards the end of the year, we decided to take,

Speaker 4 if you look at our company, our company's got a lot of stuff, right? We got ClickFunnels, we got the training, we got everything, coaching programs, that was one company.

Speaker 4 We decided to separate them as two different companies. And so we spent a lot of time doing that,

Speaker 4 which officially got done December 31st, January 1st. We're running as two companies.

Speaker 4 There's Prime Mover, which is the info coaching side of the business, and ClickFunnels, which is the software side of the business. But there's a lot of, you know, a lot of things along the way.

Speaker 4 Anyway,

Speaker 4 it was a tough year.

Speaker 4 And I'm sure a lot of you guys had similar things.

Speaker 4 In fact, it was like month after month. It's like, I don't know how, like, you know, just thing would happen.
The next thing would happen. The next thing would, it was just like,

Speaker 4 anyway, just, just a lot.

Speaker 4 And

Speaker 4 it's funny because like, I mean, you guys, if you follow me at all, you know our mantra inside of ClickFunnels, you're one funnel away, you're one funnel away. You know, we launch a ton of funnels.

Speaker 4 Like, I need funnels to to increase coaching sales, to increase ClickFunnels trials, to increase revenue so we don't have to let people go.

Speaker 4 And there were a couple of times we had to do layoffs this year, like just things like that. I'm just trying and trying and trying.

Speaker 4 And

Speaker 4 it's crazy. As we got closer and closer to the end of the year,

Speaker 4 and again,

Speaker 4 one funnel away, man.

Speaker 4 I said that for a long time. It's been our mantra.

Speaker 4 And if you look at how many different funnels we rolled out over the last year, but then towards the end of the year,

Speaker 4 we launched, after we were splitting the company, the info side, I was like, hey,

Speaker 4 how do we sustain the info product side, the coaching side? We needed something. And so we sat down and said, okay, we need to build something.
We sat down and we built a funnel.

Speaker 4 And you've probably seen the funnel. It's sellingonline.com and it's a three-day event.
And we launched that.

Speaker 4 And that event and that offer, the back-end coaching, everything just shifted everything for us. Like it, it gave me the ability to like, oh,

Speaker 4 okay,

Speaker 4 it's working again. Thank heavens.
All right, we have an offer.

Speaker 4 we have something can scale we have something we can grow it was like it was like the brink of everything falling apart and then like one funnel away one funnel away it wasn't that one it wasn't that one wasn't that one wasn't that one and it's like boom we got one this is the one uh it's the highest converting funnel we've had

Speaker 4 six seven years um and so that was the selling online funnel and then it was like okay now the info product side is happening but like the click funnel side we're still losing members and things are shrinking and like how do we how do we save this and it was like try another funnel you know we did this funnel and this funnel same thing like boom boom boom boom boom and also during Thanksgiving, boom, we hit one called The Last Secret.

Speaker 4 You probably see thelastsecret.com. We hit it and it was like, boom, like that was the funnel that we can grow, we can scale.

Speaker 4 And so by the end of the year, it's like, oh my gosh, the two sides of the businesses, we have two funnels that are scalable, growing funnels that we can spend a million dollars a month on to grow the companies, both companies individually.

Speaker 4 And it was just like, oh, anyway, I think a lot of that comes back to like,

Speaker 4 I don't know,

Speaker 4 a year of it being brutal, it's like a lot of praying and a lot of just up a bat. Try this one, try this one, try this one.
I think a lot of times,

Speaker 4 you know, when things get hard, we just like clam up and just like, I'm not going to, I'm,

Speaker 4 I'm just going to, I'm going to quit.

Speaker 4 And it's like, we didn't have that opportunity. I couldn't just quit.
Like, I've got, you know, hundreds of employees.

Speaker 4 It's like, I got to try and keep trying, keep trying, keep showing up, keep stepping up to play and like striking out, striking out, striking out.

Speaker 4 And then how good it feels when you hit something and your team rallies behind it.

Speaker 4 It's just like, oh my gosh, we have something that's going to like, that's going to serve our customers at such a level deeper than we ever thought possible.

Speaker 4 And then also something that like our team is fired up about, like everyone, like the employees, the staff, the team.

Speaker 4 And

Speaker 4 I remember after selling a line event, like we got done and Miles runs our event came out. He was like freaky.
I was like, this is so exciting.

Speaker 4 First time I had introduced the concept of a Prime Mover and

Speaker 4 this thing. And he was just like, oh, I'm a Prime Mover forever.
He was so excited. And everyone else is rallying behind.
I was like, this feels like we're back, right?

Speaker 4 And the last secret, too, same thing in click drones. We're trying different versions, different things.

Speaker 4 And how do we get trials back to where they used to be? How do we get all that kind of stuff? And then boom, boom, that one hit. And it's just like, oh, thank heavens.
So,

Speaker 4 I don't know. There's something about that, you guys, of just keeping, keeping on, keeping showing up and trying and trying and trying, you know, despite all of the

Speaker 4 challenges and all the pain. So, that was the end of last year.
It's like, finally, we had two funnels.

Speaker 4 They were just like, now we can, the two sides of our company, we can grow them, we can scale them, and

Speaker 4 we've got the ammunition we need, which is really exciting. And that brings me to today.

Speaker 4 So, actually, tomorrow so tomorrow i told you guys i have twin boys uh one of my sons the one left a year ago on his birthday and has been living away and he's doing great now he's got a job he's having anyway so you know a year later it's like after you get past the initial three or four months of just like i was not prepared for this how does this work how do you how do you navigate the emotional and the physical and the like all the things right he's doing great now and thriving and it's been um it's been interesting and fun watching him take that step into uh into the real world and now my other son is going on a mission.

Speaker 4 In fact, tomorrow we are driving him to Utah to the missionary training center. We're going to drop him off and he'll be gone for two years.
And so my family life is like changing. It's so weird.

Speaker 4 But also it's like, it's,

Speaker 4 it's, you know, we're more prepared now and it's, it's, it's better. So anyway, that's the, that's the year for me coming up to now.

Speaker 4 So like I said, the last four years, as you've seen, have been brutal at the same time.

Speaker 4 Now, right now, we are, we are on the, I don't know, the precipice of like so many great things.

Speaker 4 Like ClickFunnels, we're not calling it ClickFunnels 2.0 anyway, but new ClickFunnels.

Speaker 4 We have like two or three really cool things happening this month before Funnel Hacking Live that you guys will see.

Speaker 4 I want to tell you so about it. I can't.
You'll see it soon. But just new things that are coming out that are like so exciting.
And like the platform is insane now. It's stable.
It's great.

Speaker 4 The editor is second to none.

Speaker 4 Anyway. I'm so proud of what ClickFunnels has become.
It took us longer to get there than we wanted. And I apologize for that.

Speaker 4 But man, where it is now is insane. We have people in swarms coming back back and like, they're so fed up with all the crappy other solutions.
And they're like, we missed the funnel builder.

Speaker 4 We missed this. And like ClickFunnels is today the greatest funnel builder on the planet, hands down.
There's nothing that comes close to it.

Speaker 4 The page load speeds faster, the features, the simplicity, the

Speaker 4 like, it is insane. There's nothing better than that.
Like it is. Anyway, so that is true and I'm proud of it.

Speaker 4 And with that foundation, like growing again is like, is so exciting. So,

Speaker 4 okay. So with that said, sorry, there's a long lead up to the things I actually wanted to talk about and teach you on today's podcast.
But I wanted to give you

Speaker 4 some background, why I'm calling the Russell Brunson Show, why we're doing things like the last year.

Speaker 4 And now it's like, hey, we're at the beginning of the year. What are the things we're going to do to take over the world? I want to take over my world.

Speaker 4 I want you guys to take over your world and your businesses. And so I've got six things to be focusing on that are the keys.
A lot of this come back to the

Speaker 4 fundamental, foundational things that, you know, from the ClickFunnels world, from Russell Brunson, from the dot-com seekers, expert seekers, traffic seekers, books, that's refocusing.

Speaker 4 It's funny because for me, it's like this is what I'm refocusing on.

Speaker 4 And so, for usually, when I'm trying to refocus, it's like most of the people who follow me are like, I'm also refocusing on the same things.

Speaker 4 And so, I hope this helps serve you guys as stuff to focus on first. Okay.
Thing number one, get your hand notes out, write them down. Thing number one is

Speaker 4 focusing on creating a break-even funnel for your business. Okay.
What is a break-even funnel?

Speaker 4 A break-even funnel is a funnel that I can spend a million dollars a month in ads, and I get a million dollars back during the point of sale, during the signup process right

Speaker 4 um it is the key it's the thing gives you the ability to sustain and grow your company okay for me selling online was the first one again I was I was my whole goal is I need to get a funnel that we can spend a ton of money on to get leads in again so we're trying thing after thing after thing like this funnel this funnel this funnel this funnel and finally for us it was sellingonline.com that funnel became the break-even funnel okay it's a three-day event it's a hundred dollars to get a ticket um if you guys haven't seen it yet I highly recommend going funnel hacking it one of the highest converting funnels of all time and it's working and you should also go through the event anyway because it's a three-day event i'm teaching you how to actually sell more so uh sellingonline.com right but it's a break-even funnel okay right now i'm my goal in fact my entire goal we have one of the guys in our inner circle in my atlas program he spends 150 000 a day in ads so i built this funnel with that goal i need a funnel i can spend 150 000 a day in ads um we're not there yet um we are the spot we're spending probably fifty to sixty thousand dollars a day in ads and trying to get that to the spot where we can consistently get to a hundred thousand dollars a day in ads and beyond um but if you can spend a $100,000 hundred thousand a day profitably on ads, what does that do for the rest of your business?

Speaker 4 Like it explodes it. Think how many new leads, how much new blood is coming into your business every single day.
Think about how much

Speaker 4 I have people buying your back end coaching program, but now you have these new leads who can buy everything else in your ecosystem.

Speaker 4 The key number is break-even funnels. So for the info product side of the business, which we call Prime Mover, that was the key.
Selling the line became the funnel. Now we can spend the money a day.

Speaker 4 Now, the second thing is like, I need a break-even funnel in the ClickFunnels business.

Speaker 4 We've had them for years, but over the last probably year and a half, two years, we've not had a break-even funnel okay uh initially it was just uh it was the funnel hacks webinar we ran that you know you guys know the story i did the webinar like 70 80 times live then we transitioned to evergreen and we ran that for years right that was the funnel right now that funnel couldn't was not the the offer the webinar whatever is not profitable anymore so we had to turn that one off then the one funnel away challenge was the next thing we ran that for years and that was the profitable front-end funnel that we spent tons of money we had 180 something thousand people buy the uh one funnel away funnel right that was the next one that lasted for a long time after that we launched 2.0.

Speaker 4 We had the Year First Funnel Challenge. That one ran profitably for like two years, maybe a year, year and a half before it stopped working.
And I was like, we need a funnel, need a funnel.

Speaker 4 So again, we were trying different thing after thing after thing. And then finally, thelastsecret.com launched.
Boom.

Speaker 4 And if you guys follow the Lynchpin model, it is modeling the Lynchpin business model to a T.

Speaker 4 And so if you want to go see thelastsecret.com, you can go check it out. But they register for a live event.
Then there's the thank you page Mifkey giving people a ClickFunnels trial.

Speaker 4 And then we do the event where we basically um white label a whole bunch of like 40 million dollar software company for free when they have a click funnels account like it's insane um and so that one right now uh just we did the we did a launch during um during black friday and it crushed it was insane probably the highest converting offer i've ever done and now we just this week are rolling it out as um

Speaker 4 as a as a live evergreen so um boom number one break-even funnel okay if obviously go to create a new business in fact a good example is secrets of success is the side business i have right my number one focus post fatl is to get a break-even funnel in that business.

Speaker 4 And so I'm going to try two or three title ones, like, boom, this is the one that can scale. Same thing with magnetic marketing, Dan Kenny's business.

Speaker 4 Like my number one focus post-FHL is getting a break-even funnel.

Speaker 4 So for you guys, like number one thing for this year is you have to have a funnel where you can spend money profitably to get customers. Otherwise, you're in trouble.
Okay.

Speaker 4 Now, if you're waiting to build this funnel, like you need to go test a bunch of things, like now is the time to go build a break-even funnel.

Speaker 4 It is the key that will unlock all the freedom, all the success, all the growth, all the things you need.

Speaker 4 My ability to grow and scale click funnels right now is second to none better than it's ever been in the past right like if I'm gonna beat everybody else has nothing to do anything other than having a good solid front-end break-even funnel I can scale through paid ads like that is the key That's how you win this game.

Speaker 4 Nothing else actually matters that much. Okay.
All right. That's thing number one.
Okay.

Speaker 4 Thing number two. Thing number two is what is your key metric? I lost sight of this.

Speaker 4 In your business, you got to have a key metric. And mine has shifted over the years.
In fact, I remember when I was first growing my business, this is, man, pre-ClickFunnels.

Speaker 4 I had built a business, it kind of collapsed, and I was like back in the rebuilding phase.

Speaker 4 I had a really cool call with my buddy Dagon Smith, and we were talking about our businesses and growing and stuff like that. And Dagon asked me this question that was so cool.

Speaker 4 He said, How many people join your list today?

Speaker 4 He dropped that today. Because he would say, How many people join your list? Oh, I got 100,000 people on my list.
How many people join your list today?

Speaker 4 And I didn't know. I was like, I don't, I'm not sure.
Let me see. So I logged into my whatever.
I think I had Aweb at the time, Aweb account. It was like, six.
Is that how many joined today?

Speaker 4 I'm like six. He's like, oh, that is your problem.
I'm like, what do you mean? He's like, he's like, dude, you're only focused to be how many people are joining your list every day.

Speaker 4 I'm like, how many join your list every day? He's like, and he logged in. It was like 3,000 something.
And he's like, this happens every day.

Speaker 4 He's like, my focus is this, is building my list, building my list, building my list. And as soon as he told me that, then that became our focus.

Speaker 4 I told my entire team, all right, only matters how many people joined our list today. And what's crazy about it, as soon as you look at something,

Speaker 4 Like, it'll grow.

Speaker 4 It's crazy. And so it's just like, because it's back in your mind, like, okay, well, how do I get more people? This? What do I need to do?

Speaker 4 Oh, I need to do a, I do a podcast, but instead of just doing a podcast, I do a podcast and I give a call to action, right? Instead of doing Facebook live, I do Facebook live and a call to action.

Speaker 4 Instead of just going, you know, like, you just start thinking differently. So start focusing.
And I remember when we shifted our focus, how many people during the list today?

Speaker 4 It went from six, you know, to like to like 50 a day, to 100 a day, to 1,000 a day, to 5,000 a day, to 10,000 a day, right? When it became the focus.

Speaker 4 Okay, when we launched ClickFunnels, our key metric shifted. Our key metric was how many trials did we get today.
When that became the focus, guess what happened? We We got way more trials.

Speaker 4 And we started this run to remember, we want our goal was like to get to 100,000 active members. And so that was like on all the TVs in the office.
Everyone saw it every single day.

Speaker 4 It was like the thing we talked about. Every meeting is like how many people do each day are joining? How many people do we have? How do we reach 100,000? And that became the focus point, right?

Speaker 4 We blew up spot, we hit past 100,000 active members. It blew up beyond that.
And then after we passed 100,000, I stopped focusing on it. We hit the goal.
It's crazy.

Speaker 4 And it's been like four or five years since I focused on that goal.

Speaker 4 And because of that, like because no one's focusing on that as the goal, like the goal post moved and just kind of like settled down, right?

Speaker 4 And now we're not at a hundred, we're below 100,000 active members. And so it's coming back to like, what is your key metric?

Speaker 4 Okay, so the ClickFunnels business is how many people are actively on ClickFunnels. And so how many trials are we getting today?

Speaker 4 Like that becomes, so in the ClickFunnels business, that is the key metric. And we're bringing it back to that.
We've forgotten about it. It's like bringing that back.

Speaker 4 That is the only thing that matters. Okay.
And the selling online.

Speaker 4 Sorry, the prime mover side of the business, right, is different. That one's like, how many tickets have we sold? How many people are going to be on this month's live challenge?

Speaker 4 okay and so my goal is how I want to have 5,000 people every single month doing the selling online challenge right now we're about you know 2500 to 3,000 that join every single month so I'm about halfway with our entire team we all know like everything from social the ads everything's like we need 5,000 people a month on this thing for our numbers to work right and so those are the key the two key metrics for the two key businesses okay um

Speaker 4 all right so that's number two is what is your key metric okay i don't care what it is but it's got to be the thing that drives your growth needs to be something that's literally on your wall every single day you see it when you wake up in the morning if you got a team that's the first thing ever's asking.

Speaker 4 How many people joined the thing last night, right? If you don't have a team, then it's like you're yourself asking, like, how many people joined the thing last night?

Speaker 4 Like, that's the only thing that actually matters in your business. Okay.
Everything else is just a byproduct of that, knowing what your key metric is. Okay.

Speaker 4 And by the way, your breaking funnel, step number one, should be the thing that's fueling your key number two metric. Okay.
All right. One, two.

Speaker 4 Number three, I just wrote really big in all bold caps, promotion. Promoting, promoting, promoting, promoting.
Okay.

Speaker 4 Too many times, us as creators, we create something and then we move to create create something else. We have to focus on promotion of the thing we have, promotion, promotion, promotion.

Speaker 4 Okay, I've got three of arguably the greatest marketing books of all time. Dot-com secrets, expertise, traffic secrets.
I'm not focused on promoting those in a long, long, long time.

Speaker 4 So we just rebuilt the funnels, and now I'm coming back to promotion. Okay, promotion.
You're gonna be talking about it more often, like promotion, promotion, promotion, right?

Speaker 4 I'm doing more Facebook lives. I'm getting a like, I'm doing more podcast episodes.
I'm getting other people's podcast episodes. Like, I'm

Speaker 4 speaking at more events. Like, I got to get back into the promotion game.
Same thing for you. Every single day,

Speaker 4 how are you promoting your stuff today? I remember a couple of years ago, my friend,

Speaker 4 one of my friends,

Speaker 4 it was January 1st, and

Speaker 4 he posted a thing. It was like, how many? He's like, my goal is to give, I can't remember what.

Speaker 4 I have a PowerPoint slide where I walked through what he did, but it was like, he was going to try to do a thousand live presentations and

Speaker 4 a thousand speeches that year or something. And he said, I defined a speech where there's me and at least two other people, right?

Speaker 4 So it could be one to two, one to five, one to 100, but it's like a one-to-many presentation. And he said the goal is, I can't remember.
I wish I pulled it.

Speaker 4 I think it was a thousand, though, for the year he wanted to do. And so we put it out the first day.
He's like, January 1st, I spoke to like my list.

Speaker 4 I had one, one out of one. And in February, I did this.
And January 2nd, January 3rd, every day he'd post publicly

Speaker 4 how many speeches he had given. And he started doing that.
And people started messing, like, hey, you want to speak to my audience? Want to speak to my audience?

Speaker 4 And by the time he was in March, he's getting like six, seven, eight speeches a day. Where he's doing a podcast here, he's doing a Facebook Live this group.

Speaker 4 He's talking to this guy's, you know, this group over here. He's doing on, you know, just like, and it was, it was just him doing this kind of stuff.

Speaker 4 And it made me remember, like, we got to focus more on promotion, promotion, promotion, promotion, right? How are you promoting your business today?

Speaker 4 I get people all the time, like, I'm working on my funnel. I'm going to launch my funnel.
I'm going to like, okay, that's great, but you got to be promoting at the same time, right?

Speaker 4 If you're not doing active promotion, when your funnel's ready, no one's going to be there to buy. Okay.
Promotion is a consistent, constant, consistent thing that's happening every single day. Okay.

Speaker 4 So you got to figure out where are the places that you can talk, that you can promote, and then be there as much as you possibly can. Promotion, promotion, promotion.

Speaker 4 All right. So number one is breaking funnels.
Number two, figure out your key metric. Number three is constant, consistent promotion.

Speaker 4 Number four, okay, and this is something that's going to be a little controversial. You got to focus on ad creative over social.
Okay, I've been doing social game for a long time.

Speaker 4 I got a million plus followers on Facebook and on Instagram, another million, and on YouTube, we got 400,000. What's crazy? And I love social.
And maybe I just suck at social.

Speaker 4 That's definitely a possibility. There are people who are killing on social.

Speaker 4 But for the amount of effort I put into social and the number of leads that come back and the number of sales and trials and stuff, like it's not bad, but it's not good.

Speaker 4 When I put that same effort into ad creative,

Speaker 4 those make me way more money. It's crazy.
I was looking at how many hours a week I do creating social. Again, I consider this podcast, it's YouTube channel, these things.

Speaker 4 These are all social things I'm doing. They're all great.
And they're good for long-term consistency, good for building brand, good for connection with the audience, all sorts of stuff.

Speaker 4 But if you want to make money, it's creating ads.

Speaker 4 Last Friday, we sat there, I spent four hours just creating ads, ad after ad after ad after ad. Those ads get plugged in and instantly they turn into more money.

Speaker 4 Social eventually turns into more money. Ads instantly.
Okay, so focusing on ad creative over social. Okay, for every hour you're putting into social, you should be putting an hour into ad creative.

Speaker 4 If you do that, watch how your business changes. Okay, if you look at like really good offers,

Speaker 4 the reality is

Speaker 4 with really good offers, the difference between an offer that's doing good and doing great is how much, like how much creative you have going towards that in fact a really good story Dean Grossiosi and I we both launched a book about the same time I had expert secrets and he launched millionaire success habits and we were you know we basically had very similar funnels he had he had funnel hacked my funnels his funnel look like mine

Speaker 4 and we were kind of sharing stats back and forth what's crazy is that he had spent he was getting four times the many book sales I was having and I we couldn't figure it out like even I asked him he's like I don't know we're looking at stuff and finally I was like can I come down and let's just spend a date with my team and your team let's just like let's kind of coach each other look at everything He's like, sure, come on down.

Speaker 4 So we flew down there and we went through all his numbers, his analytics, his everything.

Speaker 4 And when all said and done, what we found out is the only difference between Dean and me was Dean was creating four times more creative than I was. That's it.

Speaker 4 Okay, for every ad I made, he was making four ads. And it was interesting because Dean's from the infomercial world.
And he told me, he's like, back in the day, he's like, I would do an infomercial.

Speaker 4 And he's like, one infomercial would last for 18 months before it would get ad fatigue and I have to go record a new one. He's like, with ads on Facebook and Google, he's like, it's like six days.

Speaker 4 And so you got to to keep taking a lot of creative. You know which ones are going to work and which ones are not going to work.

Speaker 4 And then what's interesting, he told me, he's like, when you find the message that works, then you can double down.

Speaker 4 And so like he was showing us, he ended up selling, I think during this campaign, like four or five hundred thousand copies of his book, which is crazy for a book.

Speaker 4 But he's like, he's like, it took me like six months to get the right hook. He's just doing ad after ad after ad.
And eventually, just one of the ad creatives he did, boom, the hook landed.

Speaker 4 And he's like, oh, that's the hook. And then he did all the ads afterwards using that same hook.
And that's when it blew up. So for me with selling online, guess what I'm doing?

Speaker 4 Once a month, month, I'm going to create a whole bunch of new ad creative, right? Because we're like, we're running this live event every single 30 days, every single month.

Speaker 4 So, I need new ads, and so I'm doing new ads. And so, like, every month, it's like, oh, that one worked, that one didn't work, this one did.

Speaker 4 And so, like, I'm learning, like, this is the messaging that gets people to sign up for this event. Okay, so I'm putting more time into ad creative, ad creative, ad creative.

Speaker 4 So, number four is add creative over social. For every hour you put into social, you should put an hour into ad creative because the ad creative will pay off instantly, social pays off over long term.

Speaker 4 So, you still want to do both, but folks, they add creative over social.

Speaker 4 All right, number five I wrote curiosity you have got to become curious I don't know what it is about people maybe sometimes I'm so curious but people drive me nuts okay so for example I have people come to me all the time in my real world and

Speaker 4 and they're like wow Russell you make a lot of money and that's it they never say like what are you doing like how do you do this okay you guys remember um the movie uh pursuit of happiness with will smith and he's coming down and he's out in front of the building and the stockbroker pulls up in like some insane car and he gets out and Will someone's like, What do you do, and how do you do it?

Speaker 4 Right, I gotta figure that out. And he went and did it, right? Same thing if you watch the Wolf of Wall Street, where, um,

Speaker 4 uh, what's his name? Uh, Jonah, Jonah Hill's character, when uh, he's talking to Leonardo Caprio, and he's like, He's like, uh, you show me a page, or he's like, What do you do?

Speaker 4 He's like, I'm a stockbroker. How much money do you make? He's like, $50,000 a week.
He's like, You show me a page sub with you make $50,000 a week. I quit my job right now, and I come work for you.

Speaker 4 And he shows him the thing, and the next scene's like, Yeah, I quit. And hangs up.

Speaker 4 Anyway, like, it's crazy to me how not curious people are if you come to somebody you find them and they're making more money than you should be so curious like what are you doing how are you doing it if you find someone who is in better shape than you you need to become extremely curious what are you doing how are you doing what's the program what's the protocol I need to understand like you know something I don't know I need to know okay when when somebody's doing something amazing that you want to be like or you want to understand like you have to become insanely curious I can't tell you how many tens of thousands of people I've met who come into my world or they meet me or something and they're curious like they'll ask me, like, wow, what do you do?

Speaker 4 I'm like, oh, I started an online business. And then they don't follow up.
Oh, nice. And they stop.
I'm like,

Speaker 4 you guys, this is like, it blows my mind.

Speaker 4 The people that are the most successful in all areas of life are the people who are the most curious. You have to become more curious.
What is this? Like, what's happening? What's working?

Speaker 4 Why is it working? Okay. I think one of the things I find interesting is people who come into my world who want to learn how to grow businesses and do funnels and all that kind of stuff.

Speaker 4 The ones who want to just come make money, they're not curious. They're just like, how do I make money? And they try to do this thing.
they struggle.

Speaker 4 The ones who get curious, like, how does this work? Like, what is it? Like, I want to understand the psychology and the marketing and the business.

Speaker 4 Like, the ones who get curious about it, those are the ones who have success, right? Because they build a foundation of success that helps them be successful, right?

Speaker 4 It's not just like, like, if I be someone six-pack ads, like, how do you do that?

Speaker 4 And then they give you a list of their other recipes that they, and then, like, you try to do that, like, you're not going to be successful, right?

Speaker 4 You got to understand everything, like, their mindset, why they do it, how it works, and how they structure the day. And like, you got to get deep into their mindset.

Speaker 4 So, we need to become more curious about the people and the things that are having success in the world that we want to be in. Okay.

Speaker 4 We always talk about modeling success, but it's more than that. It's like figuring out who you're going to model and then becoming extremely curious.
Like, what are they doing?

Speaker 4 And how are they doing it? And why are they doing it? Asking a lot of questions.

Speaker 4 If you see someone on, like when I see someone on social who's having, I see something blowing up and I... Like, I do this all the time.
In fact, if any of you guys are out there, you know this.

Speaker 4 If I've seen your stuff, like, I'll see like an ad or a video or something that's going viral or something I love. And I'll message people like, dude, your ads off.

Speaker 4 so cool how'd you do that where'd you come with the idea is it yours was it an agent state how like I start asking these questions right and it's how it opens up all these doors for me okay extreme curiosity the more curiosity you have the more likely you are you're gonna be to have success okay so start asking more questions when someone has what you want or has something you desire don't just be oh nice like drill them right think about will smith uh pursuit of happiness right like what do you do and how do you do it okay or jonah hill right um you show me a check with seventy thousand $70,000.

Speaker 4 I quit my job right now. I can work for you.
That's the kind of mentality. That's the kind of curiosity you have to have to be successful in this game.
Okay. All right.

Speaker 4 And then number six, achievers never quit. Okay.
That's it. If you want to be successful, you have to stop stopping.
Okay. Achievers do not quit.
I think that's all the time. Like,

Speaker 4 I don't know. I'm a hyper-intense achiever, right? I'm a high achiever.
I love achievement. Like, it's one of my few things that fuel me, right?

Speaker 4 I want to win at everything. So I was wrestling.
Like,

Speaker 4 it was crazy to to me. Like, I would go in the wrestling room and we'd have all these people coming in and just people, like, I don't know, it's just crazy to me.

Speaker 4 Like, they come in, it gets hard, they quit, they quit, they quit, they quit. Like, you come in the wrestling room on the very first day of practice, the room's so jammed, nobody could fit in there.

Speaker 4 Within a month, like a fourth of them are gone, within two months, half them are gone. By the end of the season, it's like a third of the people are left, right?

Speaker 4 And it just blows my mind, like, how many people quit? And it's like, do you want to know why you're not successful in areas of life? Because you quit. It's just insane to me, right?

Speaker 4 I see it in business too. People come in and they dabble, they dabble, and they quit, right? Like, if you want to, if you want to win this game, like, this is the, this is not a short-term game.

Speaker 4 Like, how do I get rich quick? No, no, no, no. This is a game for achievers, right? And you come in, the thing that makes you an achiever is that you don't quit, right?

Speaker 4 You're curious and you don't quit and you try and you fail and you try and you fail and you try and you like that's that's the key um

Speaker 4 uh i saw a kid uh this guy giving a speech the other day and um great kid um but he was someone who came in the wrestling room and he worked out for two months then he quit and i just saw him and i was just like oh man, that kid quit.

Speaker 4 And it's like, now that he's done that, like in all areas of his life, now he's got an outlet. It's like, oh, I quit wrestling.
I can quit this. I can quit.

Speaker 4 Like, you've got to stop quitting at things.

Speaker 4 I don't know. I think one of the reasons why I've been so successful is like, I don't quit, right? Like, I think about wrestling.
Wrestling puts you under the most extreme,

Speaker 4 the most extreme situations of any human on this planet, I think. I don't know.

Speaker 4 I mean, I look at like... what wrestling practice looks like.

Speaker 4 If you ever survive like a three-hour wrestling practice at like division one level, like it is brutal it's hard to compete it's hard to survive but imagine doing that while cutting weight which means you haven't eaten and eaten or drinking in three days and you still have to walk into that room and perform at a high level right with plastics on and sweats on while you're trying to cut weight right like there's so many times i would have loved to quit like over and over and over again right sometimes people just quit right but i but i didn't quit right so i had this thing in my head like i don't have it i don't have the ability to quit like that's not an option i don't give myself that option right um i think about just last four years of of my journey.

Speaker 4 Okay, you look at like when we launched click-fronts, we're growing, and everyone's cheering because they love the underdog story, and you're growing.

Speaker 4 And then we get to the top, and the second we stumble, everyone comes attacking, everyone comes throwing stuff at, like,

Speaker 4 man, I could have quit earlier and left on a high with a hole with you know a hundred million dollars in my pocket and be like peace I'm out right but instead because I decided to continue to serve the second I stumbled man everyone wants to like throw their cheap shots in and it's insane right I could have quit a million times along the way.

Speaker 4 I wanted to quit sometimes, right? But I don't quit. Achievers don't quit.
Right. And if if you want to win at this game or the game of life as a whole, you have to stop quitting.

Speaker 4 And so

Speaker 4 those are the things this year that I wanted to kind of bring to your plate to think about on success, right? If you want to be successful in 2025, like this game is fun. Like I love it.

Speaker 4 I'm still obsessed with it. There are times when I'm tired and it's brutal.
It's ups and the downs, all sorts of stuff, but I love this game, right? And so think about it.

Speaker 4 So things to focus on, right? Number one, again, break-even funnels. You need a break-even funnel for your business.

Speaker 4 You should be obsessed with creating funnel after funnel after funnel until you got one.

Speaker 4 You probably noticed I didn't just try one funnel. I'm like, it didn't work.
I don't know what to do now.

Speaker 4 I don't know. Go back to my email list.
If you guys are my email list, how many funnels I launched in the last 12 months? I promise it's a lot more than you did.

Speaker 4 Well, Russell, you have like, no, no, no, no, no.

Speaker 4 If I'm going to launch 12 funnels this year to find one break-even funnel, how many are you going to launch? You're not going to launch 20. Okay, because I'm pretty dang good at this game.

Speaker 4 But it took me a lot of funnels to get one that I can now scale. Okay, which means you got to pick up speed.
You got to stop slowing down. You got to stop wasting time and thinking about it.

Speaker 4 And like, you got to put some stuff, you got to put stuff out there. Okay.
I always used to joke about a bunch of crap and throw the wall and see which thing is going to stick.

Speaker 4 I'm mostly just sitting there like a pile of crap, like, I don't know. Should I throw it? I don't know.
I'm just going to think about it. Like, what if someone makes fun of me?

Speaker 4 What if it doesn't work? And you're just like holding this bike. Throw it and then see and then try again and try again and try again, right?

Speaker 4 You got to find out what the breaking funnel is that's going to grow for you and scale, but you don't know until you go out there and you actually do it. Okay.
Number one is breaking funnels.

Speaker 4 Number two, figure out your key metric. Every morning, waking up, looking at that metric, knowing what it is.
As soon as you start focusing on it, it will grow.

Speaker 4 Okay, say that everything that you focus on will grow except for your waistline which actually shrink when you focus on it because you're gonna try to lose weight right but everything else if when you focus on it it grows so figure out the key driving metric in your business is it options is it sales is it trials like what is the thing for you okay for me it's easy trials over here in click phones business ticket sales over here in this in the um the prime mover business that's it those are the two metrics all matters every single day Day in and day out.

Speaker 4 Okay. Number three, promotion.
Waking up every morning thinking about I got to promote. I got to promote.
I got to promote. I was talking to a friend yesterday about P.T.
Barnum. I have P.T.

Speaker 4 Barnum's actual pocket pocket watch. And I was telling him about it at church.
And I was like, yeah, P.T. Barnum's pocket watch.
He's like, that's so cool. It's like, why are you collecting P.T.

Speaker 4 Barnum stuff? I was like, P.T. Barnum's one of the greatest promoters of all time.
I'm like, you know, he knows I run a business.

Speaker 4 I'm like, that's like promotion is like the key to success in this business, right? Like, I love Barnum because of promotion. Like, like, I study him.
I read his books.

Speaker 4 I study what he did because he's a great promoter. Like, we got to become great promoters.
Okay. Number four, ad creative over social.

Speaker 4 For every hour you put it into social, you got to spend at least an hour in creating ads

Speaker 4 so you can find the hooks. So you have enough creative to be able to scale when you do have a funnel.
It's gonna be a break-even.

Speaker 4 Number five, curiosity, becoming like obscenely curious when somebody's got something you don't have and figure out how they do it, why they do it.

Speaker 4 Reverse engineer, asking questions, like do whatever it takes to be able to figure out what that thing is. And number six, achievers never quit.
Stop quitting. Okay.

Speaker 4 Go stand in the fire for a little bit. Throw some fists and just know you don't have an outlet.
Don't give yourself, don't let yourself off the hook. Okay.

Speaker 4 If you're struggling life right now, my guess is you've probably let yourself off the hook more than once. It's time to stop.

Speaker 4 There is no turning back. Like this is it.
You are in the fire. You chose to come on this path.
You feel called to be here. You got to step into that and lean into it and do not stop.
Okay.

Speaker 4 Because achievers never quit. Those are my six things for you guys.
I hope that was helpful for you.

Speaker 4 A couple other things. Depending when you're listening to this, we are less than a month away from the last ever funnel hacking live.

Speaker 4 I'm excited for it. I'm sad about it.
I'm happy for it. It's going to be the last one.
I'm sad about it. Like all the things.
If you don't have your ticket yet, now is the time to come.

Speaker 4 This will be the last. It's going to be the biggest, the best.
Go to funnelhackinglive.com, get your tickets in Las Vegas, Nevada. It's going to be a lot of fun.
So come out there, hang out with us.

Speaker 4 I'm going to share with you guys the funnels we're using, what we're doing behind the scenes, a whole bunch of other cool stuff.

Speaker 4 We're going to light you on fire and get you excited and motivated and fired up.

Speaker 4 It's time to plug back in. Again, this is the last time.
People for years like, oh, I'm going to come to the next one. I'm going to come to the next one.
There is no next one. This is it.

Speaker 4 Russell, why are you stopping this? Like, I've been doing this for a decade. Okay.
I've been doing this for you. Right?

Speaker 4 Like, I'm taking a break because i got to focus on this i got to focus on my promotion my growing my scaling those kind of things right so listen to plan i'll talk about the planet funnel hacking i couldn't find a live i'll tell you what's happening uh but this is the last funnel hacking live you do not want to miss it um and then on top of that uh russell brunson.com because this is the russell brunson show i'm going to be updating that site with links to the podcasts uh the youtube channels things like that youtube we've got different youtube channels there's one that's like all my russell brunson me breaking out funnel hacks there's one with the podcast one with shorts like go subscribe to all those channels podcasts uh everything's me in this one podcast where i can just focus on one um instagram like come plug into all the things um you also see the links to all my businesses my funnels like if you go to russellbrunson.com there's a whole bunch of really cool stuff there to go check out uh which is a lot of fun and um i think that's it you guys so what do you think episode one of the russell brunson show was a good bad up down let me know if you liked it uh please take a screenshot on your phone like go post it on social instagram facebook whatever tag and be like russell i love it or if you don't be like russell you talk too fast whatever i don't really care i just want to make sure you guys um are plugged in because um i'm excited about this year i'm excited to to spend more time podcasting with you guys in this kind of this format.

Speaker 4 I kind of went from me doing short form

Speaker 4 shows to me doing long form shows. I've done a lot of interviews, and I'll probably still bring in interviews and stuff.
I miss just hanging out. When I listen to someone else's podcast,

Speaker 4 I'm there to listen to their thoughts and their ideas, not so much interviews. So, again, I'll probably do some interviews, but I'm gonna do a lot more just me and you guys hanging out because

Speaker 4 I don't know. If I was listening to me, that's what I want to hear.
So, you're gonna get my Russell perspective on things. I hope you enjoy it.

Speaker 4 Other than that, you guys, I appreciate you. For any of you guys who had a hard last 12 months or two years or four years,

Speaker 4 just know that

Speaker 4 there is hope. There's lightning in the tunnel.
I'm feeling it right now. But it comes down to the seven or six things we've talked about right now: like focusing, extreme focus on those things.

Speaker 4 And yeah.

Speaker 4 So I appreciate you all. Thanks so much for being part of the podcast.

Speaker 4 That said, I'll see you guys on the next episode. Thanks, everybody.