Inside My Car: What I’m Rethinking About Productivity, Offers, and Purpose | #Success - Ep. 52

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Speaker 3 This is the Russell Brunson Show.

Speaker 3 What's up, my people? This is Russell. Welcome back to the podcast.

Speaker 3 I feel like this is a blast from past. Right now, I'm in my car driving.
I've got a 24-minute drive to go pick up my buddy Jesse for our annual 4th of July extravaganza.

Speaker 3 And since I got this time alone with me and you in the car, I thought I would do a podcast for old time's sake.

Speaker 3 Those of you guys who have been longtime listeners, when I first started my podcast back in the day, it was called Marketing in Your Car.

Speaker 3 And literally, I would do this while I was driving every day so it's had some different facelifts over the years went from that to the marketing secrets podcast the Russell Brunson show and I think I'm gonna change it one more time I don't know we'll see

Speaker 3 but anyway excited to be excited to be hanging out with you guys for a lot of reasons a lot of really cool things are happening as you probably know funnel hiking live 10 the last one was a few months back which was very emotional, amazing, sad, excited, like just all the all the things, right?

Speaker 3 And post-FHL, then it was getting back to business, figuring things out. And, you know, we're definitely in one of the more challenging phases of our business.
We're not challenging bad, though.

Speaker 3 I would say, you know, prior, there were a couple of years that were challenging bad. Now it's like challenging, like

Speaker 3 just different. Like for me, it's been mentally stimulating and fun and exciting.
And

Speaker 3 we have a lot of new offers rolling out. You know, it's funny the mantra that I developed seven or eight years ago

Speaker 3 of like your one funnel way, right?

Speaker 3 Like, it's funny because people think that was a tagline, that was whatever, but it's like, no, it's, it's literally like, it's literally like my mantra for me that I shared with everybody else, right?

Speaker 3 Because what's the next funnel? What's the next funnel? You know, I look at my career and there's been, I don't know, half a dozen funnels that have, that have,

Speaker 3 have, uh, have brought in, you know, 90% of my revenue, right? Um, but I did a hundred funnels to find those half dozen funnels, right?

Speaker 3 And we're kind of in the same spot where on the ClickFunnel side, we've been testing a lot of different funnels. We have two

Speaker 3 right now that are

Speaker 3 looking very, very promising, where they could

Speaker 3 get us back to a spot where we're getting more trials now than we ever were at the peak of ClickFunnels, which is exciting, right?

Speaker 3 And then Selling Online, the prime mover coaching side of our business, selling online funnels has been running now for eight months and it crushes.

Speaker 3 Now we're adding a pre-funnel to that, which you will be able to see if you go to offersecrets.com.

Speaker 3 Without strolling out, in fact, that was the office day I finished recording the full course for that. And it's like a pre-funnel for selling online.

Speaker 3 And it is looking so good so those two now we got two basically between those two should give us the all the firepower now we can scale the coaching side beyond where it's ever been before which is exciting

Speaker 3 we have a new brand a new company launching called offer lab we're about 60 days away from doing that launch and I'm working right now on the funnel and everything but it's just like it's this game of just like okay I'm gonna try this type of funnel this one and this one too like figuring out what's the one that's gonna hit that just explodes the business you know i did a presentation at funnel hiking live that's called uh one funnel to rule them all kind of like lord of the rings there's like the one ring to rule them all i talked about each business rush it's like testing a dozen different things until we find the one that's like ah this is the one that we can profitably scale on media and you never know which one it's going to be um

Speaker 3 anyway it's the reason why it's it's so important to get good at like testing things often and consistent it's why click funnels is so powerful because you can test you know five six different funnels every single month and just tell you find the one that's going to profitably scale on on ads and so that's been you know it's been fun just kind of going back through in fact I had it we had our call with the entire click funnel side of the company on the day before 4th of July so yesterday for me depending when you're listening to this but I told them that same day I'm like I'm like we've been preaching everyone you're one funnel away one funnel away and like and like just so you guys know the method to Russell's madness like that's where I'm at like like we're rolling out a lot of different things some are working some are not working things like that but we're just doing this process to find out what's the next one that's going to hit What's the next funnel, you know?

Speaker 3 I remember when we launched ClickFunnels, it was four or five funnels up to hit, and then we, boom, hit the webinar funnel, and that blew us up. Like that put us on the map.

Speaker 3 That's how we became ClickFunnels, right? We got the spot where we were at close to 50,000 members, and we just stagnated. I could not grow.
I couldn't get any bigger. It was just stuck.

Speaker 3 And that's what came out with the One Funnel Away Challenge. We launched that, and boom, that got us up to over 100,000 members, right?

Speaker 3 And it's weird, though, because it's like in your head, you're like, why don't you just keep doing that, Russell? Like, we do. We run the One Funnel A challenge.
It's amazing.

Speaker 3 The training is better now than it ever was at the peak

Speaker 3 but it's just interesting because that message was seen for so long with so many people it just didn't converted well anymore and so the conversions drop costs go up offer stops working and it's like hey we got to find the next offer what's the next thing you know and so it's the game that we play and it's so much fun at least for me hopefully you guys like you got to make this part of the game otherwise you know it can be really stressful stressful either way business is always a little stressful because you know you're dealing with so many things but um anyways just been really fun so challenging uh

Speaker 3 when i say this this year has been challenging. It's been challenging because it's just like we're in the discovery phase.
But for me, I'm loving it because it's like, I get to,

Speaker 3 I don't know, I'm exercising all my talents, which are creating funnels, my favorite part of the business, right? I'm doing all that stuff. And it's been awesome.

Speaker 3 But I want to talk about today about one of the other ones. So Vladi has no, like, I think two years ago, we launched my company, Secrets of Success, which is our personal development company.
And

Speaker 3 it launched really fast.

Speaker 3 It's been doing great, right?

Speaker 3 But there's a couple of things it needs to really be able to grow and scale. It needs a back end

Speaker 3 so that we can, you know, have money to generate and acquire leads we don't have right now, you know? And so it's been stagnant.

Speaker 3 It hasn't grown as fast as I wanted to just because all we really have right now is the $97 a month program. Then also, like, I wanted, I wanted like a downside, like, I needed

Speaker 3 a cheaper front end. It's so, anyway, I'm going to share this with you guys.
This is like the coolest thing in the world. So, um,

Speaker 3 at my last Atlas meeting, so if you know my coaching programs, we've got the Prime Mover coaching program, then Inner Circle, and then Atlas. Atlas is our top tier right now.

Speaker 3 And there's this business that's

Speaker 3 they're located in India and they're in the inner circle, awesome, awesome people. And they were sharing one of their businesses or one of their front ends.

Speaker 3 They have this like this meditation club and they get

Speaker 3 a couple thousand people every single morning to log on. It's really inexpensive, like, I don't know, 20, 30 bucks a month.
And they all get on and they do a morning meditation together.

Speaker 3 And it keeps growing and growing. It's like the foundation of their entire business.
I was like, oh, that's such a a cool thing like i want a low ticket thing like that but where we get people

Speaker 3 like doing the thing like what's the what's the habit that if we can get everyone doing they'll be more successful in everything else we're doing right

Speaker 3 and so um when when i heard him speaking i was like i had like i had this like light bulb go off my head you know and this was the light bulb the light bulb was um I was like, look at my morning routine, right?

Speaker 3 Like, I think one of the most powerful things about what I do is I read every morning. A lot of people do meditation and other things.
Like, for me, I don't know.

Speaker 3 I've never been a meditator, but I love reading and and thinking. And like, it shifts my

Speaker 3 direction of my day every day, right? If I do that. So I'm a big believer in that.
And during all my collecting of these old books, I found this one from Napoleon Hill and W. Clemens Stone.

Speaker 3 It was just a binder. It's the only one I've ever seen.
It may be the only one still on this planet, for all I know.

Speaker 3 And on the binder, it said 1357 Club for Personal Achievement or something like that. And when I flipped through it, I was like,

Speaker 3 this is like a daily journal. And I started doing some more research.
And it turned out, thanks to Chat GBT, tells you the secrets of everything, right?

Speaker 3 I was like, what is this 1357 club that Napoleon Hill and W. Clemensone launched? And I don't know how it finds it, but it brings it all back.

Speaker 3 And it was this club they launched for their internal sales team and

Speaker 3 their people to make them more successful. And the premise was every morning, you got to read a personal development book for 13 minutes and 57 seconds.

Speaker 3 And then afterwards, you have this journal, the binder that I had.

Speaker 3 in the binder you kind of write out the there's four things it's called the r2 a2 uh system so there's four things two R's two A's it's like

Speaker 3 we basically write out like what's the thing that

Speaker 3 that you got from this lesson today

Speaker 3 how are you gonna

Speaker 3 relate it to your life how you gonna simulate it and then how you gonna take action so anyway it's four things you four prompts you do every time you finish reading and so and I for a long time I was like I want to do this want to do this but like but I didn't want to write in that journal I printed I made a PDF version but I never did it and so eventually we actually after this whole idea we went and printed physical journals for this which is really cool it's got the polling head napoleon hills head on it and then we launched um anyway so i so that was kind of the thought it's like what if i get everybody reading together and we republish this journal now everyone can do it together so that was the game plan initially it was gonna be like just republish the journal like hey it's a free journal um you guys should go read for 13 minutes 57 seconds and i was like after i heard um these guys in my atlas group what they were doing i was like oh wouldn't that be the coolest thing like what if everybody in my community every morning we jumped on a phone call together or a zoom call and we all did this together and then we had a mastermind afterwards about it and like i just the wheels my head starts spinning and i kind of pitched my team on i'm like this might be kind of a nightmare because we have to do this every day for the rest of our lives but whoever would want to do that and i got the best team ever they're all excited and so we decided to do it and so uh this week um the beginning of this week monday this week we launched uh we launched the club a week earlier just to get people signed up um if you want to go see it it's 1357club.com but we got people signed up they got a they get a free journal and a two-week trial just for showing up and then what we do is every day we do a call And so 9 a.m.

Speaker 3 Mountain Time right now is when we're doing it. And everyone jumps on.
And my goal is to keep it under 30 minutes. So I've been facilitating this whole week.

Speaker 3 Next week, I'm out of town, so somewhere for my team will. But I'll be jumping around.
I'll be doing half of them. Other people will be doing half of them.
And

Speaker 3 then basically, the way it works is the 30 minutes. I jump on the first two minutes.
I set a frame. And the frame I try to set is the same frame that Napoleon Hill set inside of the actual

Speaker 3 journal. The binder that I got, he basically said, when you're reading this, he's like, don't read it like a normal book.
He's like, like, read it as if you are

Speaker 3 as if you wrote the author a letter asking a question, and this was his response back to you. And so I always set the frame.

Speaker 3 I'm like, I'm like, remember, when you're reading, you guys, it's not just reading a book. This is pretending that the author is writing you a personal letter.

Speaker 3 And so read it through that lens of like, there's something he's trying to tell you today. You've got to go and implement into your, you know, into your life.
And so that's kind of the props.

Speaker 3 Then we go, and then we have this so quick video that pops up. It's 13 minutes, 57 seconds, seconds, plays this music.
I don't know what the song is, but it's insane. And it plays.
And then

Speaker 3 I mute my mic, everyone mutes the mics, and everyone goes. And for 13 minutes, 57 seconds, we all read the book, right? Whatever.
And it's whatever book they want.

Speaker 3 Everyone's got different books out there, which is really cool. So there's nothing like, we're all reading the same book.
It's like, yeah, whatever book you want to read, go do it.

Speaker 3 So everyone's reading the book for 13 minutes, 57 seconds. When it gets done, we come back.
It's okay. Now you got to fill out the R2A2.
You got five minutes everyone to journal those four things.

Speaker 3 So then everyone opens up their things. Boom, they go in there.

Speaker 3 Then we spend a five minute countdown clock and everyone journals for five minutes boom boom boom boom then we come back and say okay now we've got seven minutes and we first time we did we did five minutes and everyone's like it's not enough time so we bumped it to seven and everyone's happy now so they have seven minutes we click a button and zoom and it puts everyone in breakout rooms so usually three to five people in each breakout room and then everyone has a minute or so to say here's the you know the book I'm reading is this and here's the one thing I got from this book the book I'm reading is this here's the one thing I got so everyone has a chance to kind of share that with everybody and in seven minutes you get to hear from four of the people, the big eye, the big insider, the big aha that they got.

Speaker 3 And so not only are you getting your own big aha, you're getting four, you know, up to four others every morning. And then we're done.

Speaker 3 And so we come back, I tell everyone, you know, let's go take over the world to me. So it's done in 30 minutes sharp.
And everyone goes out there and they lead the day.

Speaker 3 And so day number one, we had 100 people. Day number two, we had like 110 people.
Day number three, you know, in this whole week, it's been around 100 people. Today was 4th of July.

Speaker 3 And we had 88 people on the 4th of July because everyone's like, this habit is so cool. I want to make this every single day.
And what's crazy for me is like a couple things I'm learning.

Speaker 3 Number one, normally when I read a book, I'll go read for,

Speaker 3 who knows, I'll read for an hour, two hours, you know, and like, I love it because I'm learning all this stuff.

Speaker 3 But if I'm completely honest with myself, when I'm done, I don't remember everything I've read. I don't do a lot.
It's just like, I feel better from reading it, right?

Speaker 3 This process is different because 1357, I'm only able to read probably.

Speaker 3 four to six pages in that time and then time's up like the thing beeps it was just frustrating so i don't even finish a chapter i'm usually getting like a percentage of a chapter done, and uh, but it stops me.

Speaker 3 And then I have to look through all my highlights, like, I highlight the books when I'm reading, when I'm reading them, and go back, like, what's the one thing that was most important?

Speaker 3 And usually I usually already know because it's like it hit me during the reading. It's like, oh, that was the thing.

Speaker 3 So, you write in the journal, and then how are you going to actually do this inside your life? You write that down. Anyway, it's been crazy because I've done it now six days in a row.

Speaker 3 I started a couple days early just to practice it.

Speaker 3 I've gotten more out of my reading the last six days than the last year, easily, easily.

Speaker 3 i'm reading slower but i'm reading with intent i'm pulling this very specific thing and then i'm figuring out each day how do i simulate this into my life and that's

Speaker 3 i can't even tell you how valuable that has been for me um and the group is the same thing so my goal is try to get a thousand people um in this group every single morning waking up and doing this process together like can you imagine just the ripple effect of like with a thousand people who are like producers entrepreneurs creators who are doing this this exercise first thing in the morning like the ripple effect that'll create in the economy in society and everything of these people like pointing their their cell the right direction every single morning and pulling out these nuggets to like continually improve and improve and improve uh based on this process like it is insane i can't even explain how cool it is in fact today it was funny i had a with a group i had an idea i was like i was like i want to do this more than once a day like um obviously i'm doing it for personal notebooks, but like I read scripture every day.

Speaker 3 I want to do one. I was like, who here wants to do a daily 1357 Bible study? Everyone's going crazy.
I was like, oh, we should do these like every hour.

Speaker 3 It's like, you know, if we're doing it again, we're doing it again. I don't know.
But it was just such a cool thing.

Speaker 3 So I know, I'm probably going to do my own version because, again, when I sit down and read scriptures, I read scriptures for 30 minutes, an hour, whatever it is.

Speaker 3 But now it's like, what if I just did 1357? I just came back and said, okay, let's have a reading New Testament.

Speaker 3 Like, let's, like, what was Paul trying to tell me specifically here for me that I can use? You know, what was Matthew or John or, you know, whatever?

Speaker 3 Like, what are, like, what are the, what was the thing for me? And just slowing my reading down, but then grabbing this very unique, systematic thing that I can layer into my life.

Speaker 3 So, anyway, I'm probably going to start doing that on my own. Keep doing the live with everyone with that one.

Speaker 3 And maybe who knows, maybe if we decide I would get someone to volunteer and do a do a Bible study the hour before or hour after or whatever, you know, but something where,

Speaker 3 yeah, for me, it's just it forces me to read differently and to look at things differently.

Speaker 3 Anyway, so it's one of the biggest breakthroughs. Like,

Speaker 3 if I wasn't the one running the program, I would 150 million percent be

Speaker 3 the, like, I would be a member for life. I would never miss a session.
Like, it's, it's that cool. In fact, I'm literally traveling all next week.

Speaker 3 I'm bringing my book and my journal with me, and my plan is from the plane, from wherever I'm at, I'm jumping in and plugging in.

Speaker 3 My team will be facilitating because I don't know if I'll have internet or not or where I'm going to be at. But

Speaker 3 yeah, this habit now is way too valuable for me to not do. And so I want to encourage you guys, if you want to practice with it, go get the

Speaker 3 two-week free trial and just do it. If you don't hate it, cancel it.
You still have the journal. You can do it on your own long term.
But if you go to 1357club.com, that's kind of where it's at.

Speaker 3 So that's been a big, huge insight for me that's just been

Speaker 3 really, really fascinating in a very interesting way. So

Speaker 3 there's an insight. There's no hobby.

Speaker 3 And like I said, it's one of those things where you're just like each day, you're layering in whatever and just, I can't wait to see the compounding effect of my life in the next, you know, 30 days, 60 days, 90 days, beyond.

Speaker 3 Anyway, it's

Speaker 3 so exciting. So exciting.

Speaker 3 Okay, what else cool can I share with you guys? Okay, another cool thing.

Speaker 3 So on the ClickFunnel side, we're trying to figure out how do we start growing and scaling customers again like we were at our peak in our prime, right?

Speaker 3 We used to have more of a viral coefficients. What that means is for every person that would sign up for a paid ad, we would get two more people that signed up organically, which was amazing.

Speaker 3 Best thing in the world. Now it's not that.
I think it was the peak. It was the height.
We were the only person out there. There were no competitors.
There was no anything.

Speaker 3 And so nowadays it's different. For every paid member we get signed up, we probably add one member.

Speaker 3 So it's good.

Speaker 3 It's just not as good as it used to be so it's it's just more expensive to generate leads and so I keep coming back like how do I how do I win this game at a bigger level how do I scale how do I beat all the people who are VC bagged right like we're still the only brand who hasn't taken on money we're the only brand who you know that does this because we love it

Speaker 3 and so I'm like okay well if I go back to like the Russell Brunson handbook like what do I need to do it's like coming back I'm like okay

Speaker 3 It's interesting too because like

Speaker 3 the money we send people to the ClickFunnels homepage, like the homepage actually converts really well, but it's just, it's just still really, really expensive to get customers here.

Speaker 3 And the way we built it

Speaker 3 during prime time was through these other front-end funnels.

Speaker 3 And a lot of front-end funnels we have right now aren't converting because of messaging, because of you know, the message about, hey, out for a long time, ads are too expensive now.

Speaker 3 You know, whatever, there's always a reason, right? So for me, it's like, okay, I got a funnel hack. Like, what are the people that are doing the best right now? What does it look like?

Speaker 3 What are they doing? How are they doing it? What's different?

Speaker 3 And so it's taken me on this really fascinating and really fun journey. A lot of it for me initially was like looking at all of all of our top affiliates.

Speaker 3 What were they doing differently, right? Like we had three or four affiliates that were driving 90% of the affiliate traffic back to me.

Speaker 3 What are their models look like?

Speaker 3 And then looking at other, like Shopify's top affiliates and other people's top affiliates, like just looking at what they're doing and why they're doing it and the strategy. And like, oh, I

Speaker 3 uncovered just so much gold, so many insanely cool things.

Speaker 3 And I literally today was finished the recording from one of them. So I don't have anything I can show you yet, but I'll explain the concept to you and hopefully it'll help you.

Speaker 3 So imagine this, like creating a membership site, a course, right?

Speaker 3 A lot of times people have courses, people sign up for the course, they don't go through the course, whatever, but for a lot of people, like the course is the thing you're getting paid for, right?

Speaker 3 So what these top affiliates are doing, what we're building, I have two of them going live here in the next 14 days, the two different types of funnels.

Speaker 3 But if you'll get their funnel, someone comes in and they're buying access to a course, but then the course,

Speaker 3 the money is not made on the course. The money is made through what the course is teaching, what is implementing, how it's doing it.
Does that make sense? So, for example,

Speaker 3 the Offer Secrets course or selling online or any big things we have, right? Someone comes in and they're signing up to learn a skill set, right? We found a problem in the market.

Speaker 3 We're solving the problem, which is Offer Creation 101, right?

Speaker 3 But then inside of us solving the problem, in the past, I would just be like, I would teach, like, oh, you need a funnel. Here's a funnels.
We're going to always talk talk about funnels, right?

Speaker 3 As opposed to weaving in into the training, very specifically, like giving them things, like

Speaker 3 using the training to sell them into the software, right?

Speaker 3 I used to do more hands-off where it's like the move buy something, I would teach concepts, and then later there'd be an email and the email sequence that would push them to upgrade to ClickFunnels, whatever, versus now it's like weaving it into the content, right?

Speaker 3 You need a ClickFunnels account, oh, you need this over here, oh, you need this over here, and it's like it's plugging people into these other things. And so,

Speaker 3 um,

Speaker 3 anyway, it's just, yeah, it's hard to explain, but you guys will see it. You'll see it very soon.

Speaker 3 So, I would just say, if you're, if you're watching what I do, if you're on my email list and stuff, like, funnel hack the offers we have coming out over the next couple weeks and you just kind of watch, like, what's he doing?

Speaker 3 Why is he doing this? What does the membership side look like? That's one of the little internal keys for you to look at and to notice because that's where the magic's all happening.

Speaker 3 So, anyway, it's fun. I love this game.
I hope you guys love it too. It's um, it's a difficult game because

Speaker 3 it's always moving. It's always changing.
It's always shifting.

Speaker 3 The thing that's the biggest pain point to me is just advertising costs, how much they go up. And we're on the outer edge of it, right? Because a lot of times,

Speaker 3 at a smaller scale, advertising is still great, right? Like when you're marketing to your warm audience, but for us, we have such a big overhead and staff and team and stuff.

Speaker 3 We have to push things really hard. That's why when we have an office working, you know, we're spending a million dollars a month on ads.

Speaker 3 So you guys see it, right but when you're spending a million dollars a month on ads because you're going further and further away from the warm market you're moving more and more to cold offers like that it just gets more and more expensive right so like for example selling online is a hundred dollar ticket we first launched it we were selling tickets for a hundred bucks it's amazing they move forward month you know two or three months later they're spending two hundred dollars to sell a hundred dollar ticket like ah but it still works then we have to 250 dollars sell a hundred dollar ticket and then three hundred dollars and three fifty and now we're at four hundred dollars to sell a hundred dollar ticket right because we're like so many people are seeing the ads every single month every single day you know so like it just gets more and more expensive um and so for me it's like frustrating at first until you start thinking okay get away from the frustration and realize this is a game how do we win this game what's the what's the you know of all the tools my tool chest that i have like how do i how do i beat this how do i break it what do i tweak how does it change you know same as click funnels like um click funnels it costs us

Speaker 3 on average to get an activated trial. So someone who's gone through the trial and actually build, right?

Speaker 3 Depending on the, again, there's a million variables, but it might be 400, might be 500, might be $800 to get

Speaker 3 to get somebody to be an activated trial, right? Which is a lot. It means, you know, what's the lifetime value of

Speaker 3 one of our customers, right? If it's lifetime is a thousand bucks, it means it costs $800 to make a thousand, but the lifetime value might take six months, eight months, a year to get to that, right?

Speaker 3 So it's like you're going in the whole deep.

Speaker 3 And anyway, there's all these different variables that

Speaker 3 go into it. So for me, my cycle, this is like the step number one, I'm angry and frustrated.
And then step number two, I'm intrigued. Step number three, it's like, okay, it's a game.
How do we win?

Speaker 3 What's the next process? What's the next step?

Speaker 3 Anyway, and it's fun.

Speaker 3 I think that's why a lot of people, maybe you, and maybe that's why you listen to me because I'm not like most of the other gurus who did one thing and then they talk about it for the next five years.

Speaker 3 Like, I'm literally with you guys on the front lines every single day, like fighting this battle, winning this battle, figuring out how to beat everything. And then I just share it all.

Speaker 3 So, hope you guys enjoy that. If you do, you know, let me know because, um, yeah,

Speaker 3 it's it's fun. So, okay, with that said, you guys, I am here to pick up Jesse.
We're gonna go blow up some stuff here for 4th of July.

Speaker 3 So, I hope you guys have an amazing day and hopefully had a great 4th. I will talk to you guys all again soon, and thanks for everything.