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

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This is the Russell Brunson Show.

What's up, my people?

This is Russell.

Welcome back to the podcast.

I feel like this is a blast from the 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.

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.

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

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 going to change it one more time.

I don't know.

We'll see.

But anyway,

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 things, right?

And then 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 I would say you know prior there were a couple years that were challenging bad now it's like challenging like

um just different like for me it's been mentally stimulating and fun and exciting and um we have a lot of new offers rolling out you know it's funny the mantra that that I developed seven or eight years ago

of like you're one funnel way right like it's funny because people think that was a tagline or that was whatever, but it's like, no,

it's literally like my mantra for me that I shared with everybody else, right?

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,

have, have brought in 90% of my revenue, right?

But I did 100 funnels to find those half dozen funnels, right?

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

We have two

right now that are

looking very, very promising, where they could get us back to the spot where we're getting more trials now than we ever were at the peak of ClickFunnels, which is exciting, right?

And then Selling Online, the prime mover coaching side of our business, Selling Online Funnels been running now for eight months and it crushes.

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

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.

And it is looking so good.

So those two now, we got two.

Basically, between those two should give us

all the firepower.

Now we can scale the coaching side beyond where it's ever been before, which is exciting.

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 going to try this type of funnel, this one, and this one.

Like figuring out what's the one that's going to hit that just explodes the business, you know.

I did a presentation at Funnel Hiking Live that's called 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.

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 ClickFunnels is so powerful because you can test, you know, five, six different funnels every single month until you find the one that's going to profitably scale 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 ClickFunnels 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 to 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 i remember when we launched click funnels it was four or five funnels up the hit and then we boom hit the webinar funnel and that blew us up like that put us on the map that's how we became click funnels right we got the spot where we were at close to 50 000 members and we just stagnated could not grow couldn't get any bigger just stuck and that's what we came out with the one funnel away challenge we launched that and boom that got us up over a hundred thousand members right um And it's weird though, because it's like in your head, you're like, why do you just keep doing that, Ross?

I'm like, we do.

We run the one funnel away challenge.

It's amazing.

The training is better now than it ever was at the peak um but it's just interesting because uh that message was seen for so long with so many people it just hasn'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 anyway it's just been really fun so challenging uh

when i say this this year has been challenging it's been challenging because it's just like we're we're in the discovery phase but for me i'm loving it because it's like i get a

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 it's been awesome um 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

it launched really fast and it's been doing great, right?

But there's a couple things it needs to really be able to grow and scale, it needs a back end, um, 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, 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 a

cheaper front end.

And so, anyway, I'm gonna share this with you guys.

This is like the coolest thing in the world.

So,

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.

And there's this business that's

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.

They have this like this meditation club, and they get, I don't know, 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.

And it keeps growing and growing.

It's like the foundation of their entire business I was like oh that's such a cool thing like I want a low ticket thing like that but where we get people 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 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 looking at my morning routine, right?

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've never been a meditator, but I love reading and thinking.

And like, it shifts my

direction of my day every day, right?

If I 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.

Clevin Stone.

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.

And on the binder, it said 1357 Club for Personal Achievement or something like that.

And when I flipped through it, I was like,

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?

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.

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

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.

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

And in the binder, you kind of write out the, there's four things.

It's called the R2A2

system so there's four things two R's two A's it's like

we basically write out like what's the thing that

that you got from this lesson today

how are you gonna

relate it to your life how are 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 wanna do this wanna 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 pulling head, Napoleon Hill's head on it.

And then we launched,

anyway, so I, so that was kind of the thoughts.

Like, what if I get everybody reading together?

And we republish this journal and everyone can do it together.

So that was the game plan.

Initially, it was going to be like, just republish the journal.

Like, hey, here's a free journal.

You guys should go read for 13 minutes, 57 seconds.

And I was like, after I heard...

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, the wheels of my head start 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 this week, the beginning of this week, Monday of this week,

we launched the club a week earlier just to get people signed up.

If you want to go see it, it's 1357club.com.

But we got people signed up.

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.

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.

Next week I'm out of town.

So someone from 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

then basically the way it works, this 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

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, read it as if

you wrote the author a letter asking him a question, and this was his response back to you.

And so I always set the frame.

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.

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.

Let me go.

And then we have this, it's so cool.

We have a video that pops up 13 minutes, 57 seconds, plays this music.

I don't know what the song is, but it's insane.

And it plays.

And then, and then 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.

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.

So everyone's reading the book for 13 minutes, 57 seconds.

When it gets done, we come back.

I say, okay, now you're going to fill out the R2, A2.

You got five minutes, everyone to journal those, those four things.

So then everyone opens up their things, boom, they go in there, and 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 had 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 exists, 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 other people, the big insider, the big aha that they got.

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.

And so, we come back, I tell everyone, you know, let's go take over the world at the end.

So, it's done in 30 minutes sharp.

And then everyone goes out there and they lead the day.

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 the 4th of July, 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 if you've been following me for any amount of time you know I always talk about as you're growing and scaling your company the most important thing is finding the who not the how who is the person that can help you drive more traffic who is the person that could be your CEO who is the person that could build your funnels understanding the who will dramatically speed up the growing and the scaling of your company now the best place to find the who's who can help you with your vision is indeed when it comes to hiring the right who's indeed is all do you need indeed gives you the ability to stop struggling to get your job posts seen on other sites because Indeed's got a sponsored job listing where you can stand out in front of your dream hires.

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And what's crazy for me is like a couple things I'm learning.

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

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

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?

And this process is different because 1357, I'm only able to read probably 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 but it stops me.

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 go back, like, what's the one thing that was most important?

And usually I already know because it's like, it hit me during the reading.

It's like, oh, that was the thing.

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.

I started a couple days early just to practice it.

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

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, 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

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 exercise first thing in the morning?

Like, the ripple effect that'll create in the economy, in the society, and everything of these people, like pointing their sale 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 the 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 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 it's like you know if we're doing it again we're doing it again i don't know there's just such a cool thing so i don't know i'm probably gonna do my own version because again when i sit sit down and read scriptures, I read scriptures for 30 minutes, an hour, whatever it is.

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.

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?

Like, what, 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.

So, anyway, I'm probably going to start doing that on my own.

Is keep doing the live with everyone for that one.

And then, and maybe who knows, maybe if we decide, we'll get someone to volunteer and do a do a Bible study the hour before or hour after or whatever, you know?

But something where,

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

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

Like,

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

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.

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.

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

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

two-week free trial and just do it.

If you don't hate it, cancel it, but you just love 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.

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

really, really fascinating in a very interesting way so there's there's an insight there's no hob

and like I said it's just 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

anyway it's

so exciting so exciting

okay what else cool can I share with you guys okay another cool thing

so on the click funnel side is we're trying to figure out like how do we start growing and scaling customers again like we were at our peak at our prime, right?

We used to have more of a viral coefficients.

What that means is for every person that was signed up from a paid ad, we would get two more people that signed up organically, which was amazing.

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.

And so nowadays it's different.

For every paid member we get signed up, we probably add one member.

So it's good.

It's just not as good as it used to be.

So it's just more expensive to generate leads.

And so I keep coming back to like,

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.

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,

it's interesting too, because like.

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.

And the way we built it

during prime time was through these other front-end funnels 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 a long time ads are too expensive now to you know whatever the there's always a reason right so for me it's like okay i got a funnel hack like what are what are the the people that are doing the best right now what does it look like what are they doing how are they doing it what's different um and so it's taken me out 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.

What were they doing differently, right?

Like we had three or four affiliates that were driving 90% of the affiliate traffic back meet like what are theirs, what do their models look like?

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

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

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.

So imagine this, like creating a membership site um a course right 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 so what these top affiliates are doing what we're building i have two of them going live here in the next um 14 days the two different types of funnels but if you look at their funnel someone comes in and they're and they're buying access to a course but then the course

um

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,

the Offer Secrets course or selling online or any of these 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, we're solving the problem, which is Offer Creation 101, right?

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.

I always talk about funnels, right?

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

using the training to sell them into the software right I used to do it more hands-off where it's like the movie I buy something I would teach the 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 you need a click funnels count 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

anyway it's just yeah it's hard to explain but you guys will see it you'll see it very soon 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?

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.

So anyway, it's fun.

I love this game.

I hope you guys love it too.

It's a difficult game because

it...

It's always moving.

It's always changing.

It's always shifting.

The thing that's like the biggest pain point to me is just advertising costs how much they go up and um and we're on the outer edge of it right because a lot of times like at a smaller scale advertising is still great right like when you're marketing to your warm audience but for us you know we have such a big overhead and staff and team and stuff like we have to

we have to push things really hard that's why when we have an offer that's working you know we're spending a million dollars a month on ads 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 and more expensive right so like for example selling online is a hundred dollar ticket we first launched it we were selling ticket 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 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 escape?

What's the, what's the, you know, of all the tools in 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 thing with ClickFunnels.

Like, ClickFunnels, it costs us on average to get an activated trial.

So someone who's gone through the trial and actually build, right?

Depending on the, again, there's a million variables, but it might be $400, might be $500,000, $800 to

get somebody to be an activated trial, right?

Which is a lot.

It means, you know, what's the lifetime value of

one of our customers, right?

If it's lifetime is $1,000, it means it costs $800 to make $1,000, but the lifetime value might take six months, eight months, a year to get to that, right?

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

And anyway, there's all these different variables that

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.

And step number three, it's like, okay, it's a game.

How do we win?

What's the next process?

What's the next step?

Anyway, and it's fun.

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.

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, how to beat everything.

And then I just share it all.

So I hope you guys enjoy that.

If you do, you know, let me know because,

yeah,

it's, it's fun.

So, okay, with that said, you guys, I am here to pick up Jesse.

We're going to go blow up some stuff here for the 4th of July.

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.