Unlocking Desire: The Missing Ingredient in Marketing and Sales | #Success - Ep. 04

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This is The Russell Brunson Show.

What's up, everybody? This is Russell. Welcome back to the podcast.
Excited to have you guys here

and I'm excited for this new format. I've really been enjoying it and actually gotten really good

feedback from you guys so far. So unless something else changes, we're going to keep on going down

this path, which will be a lot of fun, me just kind of picking topics I want to geek out on in

different areas. So today's topic I want to talk about is desire.
But what's interesting is I want

Thank you. We're going to keep on going down this path, which will be a lot of fun.
Me just kind of picking topics I want to geek out on in different areas. So today's topic I want to talk about is desire.
But what's interesting is I want to talk about this from different – like probably two different standpoints. One from you as a marketer who's trying to create desire in the hearts of the people you are selling because the more desire they have the thing you're selling, the more likely they are to buy.
But number two, how do you create desire in your own heart, right? In your own body, in your own thing. Like if you know you should be desiring this thing but you're not, like how do you create desire? And then on top of that, how do you influence people? Like it's kind of a multi-purpose thing.
So I don't know if this one is categorized under secrets of success or marketing secrets or selling. But it's kind of a blend of all those.
But it's been something that's been on my mind a lot recently from a lot of standpoints. you know, obviously, I think for me it stems off of, I mean, honestly, number one is my kids.
Like I love my kids. They are the coolest people in the world.
But they are also for me the hardest people to influence like and to help and to guide and to teach. And it's so weird to me.
You know, like all people who pay me insane amounts of money for me to give my advice and my kids are like, dad knows nothing. I'm like, I swear I know something like, you know, I'm sure you guys experienced that.
If you have kids as well, it's really hard to be a, what I say, it's hard to be a prophet in your own hometown. Right.
And so, um, that's been, that's been interesting. So I keep thinking about that.
I'm like, how do you, how do I create desire in my kids for stuff? That's good. Right.
Stuff that they, they should have desire for like, uh, like God and like eating healthy and being like all these being – all these things I have huge desire for, but they don't. How do I influence them? How do I – it's hard, right? But then at the same time, it's like, okay, how do I – the people I'm influencing, like my funnel hackers, my prime movers, the people I'm trying to help in their journey, like how do I influence them? If they already have desire, how do I increase that desire so that they're more likely to actually follow through and actually do the things? And then on the third side for myself, it's like, I know there's things I should be doing that maybe I'm not doing and it's because I don't desire them, but I know I should be like, I should be getting healthy.
Why don't I desire this? Like how do I create desire and how do I amplify the desire? And like, and so that's what I've been thinking a lot about recently. And so anyway, that's, that's kind of what I want to start this with is just for you guys is just kind of think about that for yourselves, like desire.
Because desire is such an important thing. I remember the first time I really had this – I think this realization.
I was – so I'm a Mormon LDS. And so in our church, we have no paid clergy, right? So there's no preacher who's up on stage.
And so what happens is everyone in the audience gets a chance to talk. So once every three or four years, they'll call me on the phone and the phone, but Hey Russell, you want to speak today at church? I'm like, heck yeah.
For me, it's like my favorite thing. Like I love, anyway, if I had, if I had one full-time calling, it would be, um, it'd be to speak at church every single time.
I should be a pastor. I love it.
Anyway, like, I think I'm going to launch a, um, uh, podcast about that. In fact, I bought, um, I bought a reason to believe.com.
So I think I'm going to do a podcast in the future. That's more faith-based, uh, because I love it.
I love talking about and thinking about reading back. I, you know, so anyway, I, I was, um, I was at this, uh, I got asked to speak in church.
This is probably 15 years ago. And I got on stage and my presentation, I'm looking out in the audience.
And what's crazy is there was like five people, you could tell had desire to learn. They were looking at me excited and like happy faces.
And then 95% of the audience is like half asleep, you know? And this is me like Russell Brunson teaching, which is, you know, I'm like all my energy, all my everything. And like still most of them had no desire to hear from me.
So they were just kind of like dozed out versus there were people that desire, like they were tuned in, like I was able to run with them. And then I contrast that to my events, like Funnel Hacking Live, right? People who come to Funnel Hacking Live, they already have a desire to learn stuff.
So when they show up, like anything I say, they're like, this is amazing. And they freak out.
And it's so interesting. It's like so much easier to influence somebody who already has desire for the thing that you are offering them, right? Versus someone who doesn't have desire for that.
I think that like, I have friends come to me like asking me health advice. Like, how do you do this? How do you do this? I'm like, oh, let me tell you.
Here's my morning routine. Here's my supplements.
Here's my, and like, they freak out, right? And then my kids, they're struggling with stuff. I'm like, hey, you should like, let me, let me help you.
Let me like, you know, and they just won't listen to anything. And so it's this weird thing where it's like, gosh, like at least for me, I'm frustrated.
Like, how do I implant desire into your brain so that I can help you? Cause I can change your life if you would just allow me, but you have no desire to change your life. Therefore I can't.
And it's this weird thing. And so I thought a lot about, in fact, I talked to Colette about it last night.
I was just like, do you think it's possible to give people desire? And I'm going to do a whole scriptural study and I'm going to go deep in it. I don't know right now, top of my head.
So I don't know the answer to this, but I'm going to go research it. But my belief right now is I don't think it's possible for me to plant a desire in somebody's heart.
I think that God is the person who plants desires. And I think that we can nurture them, we can water them, we can help them grow, but I don't think we can necessarily plant a desire in someone's heart.
Now, I have some workarounds, so don't worry. I got some workarounds I'm going to share with you guys here in a minute.
So I do think it's possible to do some stuff around that. But I think that the actual seed has to be planted by God.
And think about this because I think about when I was a kid growing up, I remember like in hindsight, Russell today, looking back on Russell, he was a 15-year-old kid. I remember thinking books were stupid.
I remember my mom taking me to the bookstore and being like, this is the stupidest thing. Why would someone go, this is the most boring place on the planet.
Why would I want to ever come here? I remember just being so annoyed with books. And then fast forward now 30, whatever years later, 30 years later, you know, I've bought 18,000 books in the last, you know, two years.
Every penny that I've earned, I'm dumping into building my own event center slash library slash museums. I can look at books and smell books and talk about books.
So it's definitely, it's definitely, you know, it's definitely kind of a flip flop. But I think about this, like, like what caused that desire for me to do that, right? And I don't think it was ever initially, it wasn't a desire for actually reading.
I was, I never came up like, oh, I'm going to become a reader. That's the thing, you know, I'm going to go read.
a desire. But there was a desire planted in my heart, right? And it was when I was a kid, I had this weird desire.
And you guys have heard of stories. I'm not going to go deep into it.
But watching an infomercial, seeing someone talk about, you know, Don LaPree, talking about making money, trying to classify ads. I had this desire planted.
But the desire was something, was a bigger thing. It was, I want to make money.
I want to figure out how to make money, right? So that was the desire. And that was the seed that was planted.
And the question obviously is like, why would God plant that seed? Like, who does he actually care if Russell makes money? So I think I solved that like 25 years later. So I'll explain that here in a minute.
But I get the seed of desire placed in my heart for me to figure out how to make money, right? And so I'm trying to figure out how to make money. And as a teenager, I'm trying all sorts of stuff, right? And so I'm trying a thousand different ways to make money.
None of them actually work. But then I get into college, right? Meet my wife.
We're going to get married. I have no money to support her.
I want to keep wrestling. And so all of a sudden, like that seed that I didn't plant before is like, well, I got to figure out how to make money.
And so now that seed's there and then desire and the desire starts growing. How do I make money? I got to figure this out.
And so I started studying, started learning, started reading, you know, and so that seed started to grow and started to develop and started getting bigger. So that desire went from this little tiny, like, oh, it'd be fun to make some money.
It's like, I've got to figure out how to make money for my family. Right.
And as that seed started growing, then, then like ancillary seeds started growing as well. Not on, but not on purpose, but it's because they were the things I needed to actually make the money.
Right. So the desire was making money, but then like I was trying different things.
I was flipping things on eBay. I was, you know, I was trying to sell stuff on Craigslist.
Like I was doing all these different things. And then in that process of trying to figure out different things, I started like finding like eBooks about like, here's how to make money.
And I started finding more things and I started reading and started studying. And then I remember I built my first little business that I kind of set up there.
I launched it. I was making, I hundred bucks here and there.
And then what's interesting is I went to an event. It was my very first big seminar, Armin Warren's big seminar.
And I had a little business at the time. I show up at the event.
I'm sitting there learning. And I remember there was a guy, Michael Fortin, who's up there speaking.
And he was a conversion guy. He was a copywriter conversion guy guy and he was on stage talking.
And I remember he started sharing some stats and some numbers about different split tests. I don't remember the details, but I do remember one of them is like, you know, I, I, I was testing my headline, like a blue headline versus the red headline.
I can't remember which one won, but one of them won by like whatever, 30 or 40%. I was like, huh, that's interesting.
So that night I went back to my hotel room and I logged into front page of my computer

and I went and I edited the headline.

I changed the color of the headline, but I did like a little split test so I could see

which one converted.

And sure enough, by changing the color of the headline on my page, it increased my conversions

by whatever it was, 30%, let's say, which meant I started making 30% more money.

Does that make sense?

Like conversion of 30%.

So same amount of traffic, 30% more money came in my bank account.

And I remember sitting there like a week later, I was like, that's insane.

I'm going to do seminar. So I went to another seminar.
I remember sitting there. I was sitting there for day number one.
I was getting nothing, getting nothing. All of a sudden, like speaker on day three, drop this little nugget.
I was like, oh, I took that nugget, applied it. Boom, made more money.
I was like, this is insane. I just got to weed through all this content, all this stuff.
If I find one little thing, it equals more money. Right.
And so I became obsessed with this, like passion. I started buying books and courses and everything.
Every course came, I bought it. I devoured it, devoured, not looking for like, I need this thing to change my life.
I was like devouring it for one little nugget. If I get one little nugget from a four day course, boom, changes everything for me.
Right. I remember going to seminars..
I remember one seminar going to and I was there for like two or three days. I'm like, I'm getting nothing, getting nothing.
Then that night, everyone's going out to the bars and I'm introverted at Russell. I'm Mormon.
I don't drink, but everyone's going to this bar and they're like, come on out, hang out. It's going to be fun.
I'm like, ah, you know, and I was like, okay, but I'm like, I don't want people to think I'm down there drinking. So how do I make this not, you know, like worst case, I want tell my wife, hey, I saw Russell at the bar yesterday.
So I'm like, I'm going to the bar but don't worry. I'm not drinking.
I just – everyone is going down there. I got to hang out with them.
So I go down to the bar and the funniest story, I go down to the bar and the bartender or whatever, the person comes up and asks for something to drink. I was like – first I'm like, I'll get a Sprite.
I'm like, ah, Sprite looks like everyone else is drinking. I'm like, ah, it's fun.
I was like, what does it look like when everyone else is drinking? I was like, can I order a milk? And the guy's like, you want a milk? I'm like, yeah. And he's like, I guess.
And so he comes and gives me milk. So I'm holding this milk because the milk, at least in my mind, doesn't look like alcohol.
So I don't, I want everyone to know that I'm not drinking. I'm drinking milk.
And everyone's like, what are you drinking? I'm like, oh, it's milk. They're like, what? I'm like, I'm Mormon.
I don't drink. So I'm drinking a milk.
They're like, that's. But oh, whatever.
So I'm hanging out with these guys at the bar. And the more drunk they get, the more they start talking, the more they start sharing.
And in a very short period of time, these guys start dropping this gold. And I'm like, what? I'm scooping up the gold, going back home, implementing.
I'm like, I'm making so much money. So because of that, this desire for learning started growing.
Okay? The desire for money caused me to have a desire for learning. And then I started learning everywhere.
It was books, courses, seminars, whatever it could be, right? And so I became a voracious studier, learner, not looking for like, this book's going to change. I think a lot of times people are like, read a book and they give a negative view.
Oh, this book has got regurgitated stuff. It's like, who cares? I'm not like, all I'm looking for, one nugget.
That's like Fun Hockey Life. People come, I mean, it's like a five, you know, it's a four day event plus a one day date with Dan.

Like,

is it going to be worth it to come?

Like,

I value learning so much.

In five days,

if you can't get one nugget,

it doubles your business.

There's a problem with you,

okay?

It's because you're not paying attention with the right ears.

You're hoping someone's going to save you

as opposed to someone's going to give you an idea

that takes you down a path,

right?

Like,

that's the difference.

So,

I became obsessed with it,

right?

And now I look at my life, like, it's books, it's courses, it's seminars, it's learning, it's podcasts. It's like just voracious, what's the word? I'm voracious, voraciously looking for, um, looking for, um, for the thing.
Right. Um, and that's, that's, that's, that's like, that's who I am now.
Right. And so that's how it created the desire.
Okay. So those are some of the experiences in my head I was going through as I'm trying to figure this out.
Like how do I create desire for my kids or for other people, right? Because for me, it wasn't a direct thing, right? It was like I had desire for this bigger core value thing that I wanted. And then from there, there were things that I had to do to be able to achieve that value.
And I started increasing the value around those. And then because I did that, it increased,

it got me the value I wanted at the end of the day.

Does that make sense?

Okay.

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Only on LinkedIn ads. And then I hinted about this earlier, so I'm just going to bring it back and talk about it.
So it was interesting. This was FHL 2017, I think.
We were in Orlando. And it was the very first time we introduced Operation Underground Railroad.
So Tim Ballard came and we filmed a documentary. He came on stage.
We shared the whole thing. We were all crying.
It was crazy. And we ended up raising a million dollars for Operation Underground Railroad.
And remember, if you do the math, Tim told us on average it costs about $2,500 to save a child and another $7,500 to rehab him. So you'll get $10,000 saves a kid.
So if you – let me see. Let me put my calculator.
So what's the math on that? So let's say, boom, 100. So like in theory, it's the equivalent of saving and rehabbing 100 children from sex slavery, right? And so we do this whole thing, and it's crazy.
I'm thinking about everything that led me up to that moment in my life, right? I'm thinking about, you know, when I was in college, and when I was a 14-year-old kid, and I wanted to like study, like I was watching infomercials to learn how to make money. And then in a college kid when I got these things placed in my mind where I started caring about marketing and sales and advertising.
I'm like why would God care about Russell, 20-year-old Russell, 21-year-old Russell, whatever it was, like geeking out on us. Why was like that desire placed in my heart? When I was failing through school, barely having success, didn't like reading at all.
I was like, hey, Russell, you're going to actually care about marketing. When you learn about marketing, you're going to become obsessed with it.
You learn about sales, you're going to become obsessed with it. Why was that seed planted in my heart? And I don't know, right? But I do know that 18 years later, 20 years later, whatever it was, God was using that desire he planted in my heart, right? He let me develop it through things I was passionate about and excited about.
But then later he allowed me to use that in a way that I think he called me to do, right? To help 100 kids from sex slavery through this organization that we were supporting, right? I think about it all the time. A lot of times, like why did God give me this thing? Wrestling is an example.
Why was that desire applied in my heart? Why was I so obsessed with wrestling? Why was it a decade of my life? That's all I did, right? I wrestled. I lifted weights.
I cut weight. I competed.
I went to tournaments. I went to camps.
Why was a decade decade of my life like consumed with that, right? Now I feel like my life now, like I'm not a wrestler, I'm not, you know, I'm not coaching wrestling. Why did I spend 10 years of my life doing that? It's like, well, God planted that seed in my heart because there were things I had to learn through wrestling, right? Like the reason why I'm as crazy as I am today, the reason I can outwork everybody on this planet, the reason why I'm successful is because of my wrestling, right? In wrestling, I learned how to like, how do you go four days without water or food while competing and practicing and running and lifting weights so you can compete at a weight 20 pounds lower than you actually weigh on Thursday and do that every single week for eight years of your life, right? Like, like, like I did, I did things in wrestling that if most humans tried to experience it, they would crumble under the pressure of it, right? And I look at that like – and I was doing it consistently day in and day out, day in and day out.
I remember sitting – like in high school, our wrestling room was below the basketball court. So I remember like in wrestling practice, we'd be done with a two-and-a-half-hour, three-hour practice.
We'd wrap ourselves in plastics and we'd be running, working out, getting the heaviest sweat possible. And then we'd jump under the mats and we'd roll ourselves up in the mats to constrict all the heat so we'd sweat more.
And I'm doing this while I'm listening upstairs to the basketball players, running around, playing basketball, getting their drinks of water, eating lunch and breakfast and dinner, three meals a day they got to eat. While I'm down there, I haven't eaten in three days.
I haven't drank it in two days. And right now I'm sweating eight to 10 pounds an hour out of my body so that I can make weight this week so week so I can compete for six minutes.
Right? Like that's what I had to go through. And so like, why did I go through that? Right? It was like, well, because in the future, Russell, you're going to be called to lead a movement and to change people's lives and to build a company and a business.
And there's going to be times that it is going to be brutal and it's going to be hard. And you got people who you thought were your friends turn their backs against you.
Right? But guess what? None of that's as hard as I did in wrestling, right? I learned how to endure that and succeed through that pressure because this pressure is simple compared to that, right? And so God gave me the desire to learn wrestling so that someday I could be worthy and able to handle this calling, right? And so I think about that a lot. And so for me, it's like those are seeds that were planted that don't make any sense in the short term.
But when you look at your life as a grand scheme of things, it's like, Oh, these things all make sense. Right.
Okay. So there's desire.
So again, it doesn't always make sense. Why does God plant these things? How do we get there? And then secondarily, how can I help give other people desire? And that's the hardest thing.
So step number one, or so I have some steps here. Um, but, but I think the, the thing I want to, I want to argue or discuss in this podcast and get your thoughts on, get you guys thinking about as well is just like how do we do that? How do we create desire in ourselves for things we know we want? How do we create desire in the hearts of the people we love and serve? Could be our kids.
Could be our audience. Could be our whatever.
How do we create those desires? How do we amplify those desires to help people in our world to be more successful? So that's the question. So I don't know the answer, but I have some steps that based

on my experience of 44 years, almost 45, my birthday's coming up, years of my life when I've

kind of figured out. And so it's my best guess today.
I'm going to keep developing this idea

over time, but hopefully this will be useful for you guys as you're trying to figure out as well.

All right. So this is my thoughts.
And step number one, I got three steps here. So step number one,

Thank you. time, but hopefully this will be useful for you guys as you're trying to figure out as well.
Okay. All right.
So this is my thoughts and a step number one, I got three steps here. Okay.
So step number one, um, because I don't think that we can manually plant desires in someone's heart. I think the first step is figuring out what does somebody already have a desire for? What desire has already been planted in their heart? Okay.
That's the first step. Okay.
Cause think about me. Like I already had a desire in my heart to learn how to make money.
That desire was already there. So for me to, you know, to get obsessed with marketing and funnels and things like that, like, well, like it's hard for me to like, you should be obsessed with funnels.
Like why? Like, cause they're awesome. I can't plan that desire in your heart.
But if you've got a desire for, for business or wealth or getting out of pain or whatever, like if you have some other value, um, if I can identify what that is, then I can work my way into that and I can increase desire for the thing I want by knowing what your core value is. Okay.
The core thing you are desiring. So the first question is, what do you already have desire for? This is either for you, if you're trying to influence yourself or for the person you are trying to influence your kids, your audience, whatever.
Right. Okay.
So what do you already have a desire for? Now I was thinking about this and I was like, what are desires, right? Desires are the things that we value the most, right? And it's fun right now inside of our company, I think I told you guys, but we split our company into two. There's the ClickFunnels company and the Prime Mover, which is the info coaching side of business.
So it's still the same business. We kind of separated them into two units that work together, but they're separate business entities.
And I'm taught that we've seen different CEOs to these companies just because they're different focuses and stuff like that. And so with the Prime Mover company, we've been working on now is like, what are our company values? Which has been really fun kind of putting those together and figuring those out and identifying what those things are, right? And how they're different from other things we've done.
And so that's the big question. And so I started thinking about like, well, what are the things that, that I value personally, right? Or my kids value.
And so I did this, it was master, it was a mastermind in paradise. We did mastermind.
This is three or four years ago. Now we're down in Mexico and I did this really fun experience with everybody.
It was, it was one of the coolest things. I think someday I'll do it again.
Maybe when the new event centers, then I'll do special event around this, but it was really cool. But I did this cool exercise and I learned this initially from my friend Tal Tosfany.
He's the head of the Ayn Rand Foundation. He's awesome.
And he was telling me this exercise he did with people. So I did it for our audience.
So the first thing we did is we created, we tried to figure out what do people actually value? What are the things they value the most? Things they have the most desire for, right? So what I did in this event is I gave everybody a packet of sticky notes. I said, I want you as fast as you can, top of your mind, what are the things that bring you the most happiness in your life? The things that are the best, right? Things you value the most.
I said, write them down, stick notes, and as fast as you can, start laying them out on these little poster boards, right? So everyone went down. They started writing it out.
I did the same thing. And so I was up on stage.
I had a big old whiteboard, so I started writing down like things that I value. Like I value reading, learning, understanding, religion, God.
I value growth, I value health, I value such as many things as I can, like hundreds of them, right? As fast as we can. So we're listing them all out, putting all these sticky notes all over, and I had a whole whiteboard of all these sticky notes, right? And everybody else did the same thing.
Now by the way, like a month later, we were at spring break with my kids, and I did the same experience with them, which is really cool. So I gave them all sticky notes.
Everything brings you happiness, everything that you're excited about, write it down. So they're all writing down, so we spent 15, 20 minutes writing down as many different values as we could.
Now Tal calls this a value galaxy. So we have this big galaxy of all the things that we value.
So that's step number one, which is really fun. So you can do it for yourself.
This is gonna help you help you learn a lot about yourself. Um, you can also do it with, again, people you're influencing.
So that's step number one. And step number two is then you look at these value galaxies.
So you might, you might have 50 or a hundred different things that you value that are exciting, right? But you start looking at them, you'll notice that these things will kind of group into, um, what, what Tal, Tal calls value themes. Okay.
So what happens is like, okay, all these, these 20 here are all, if you look at those, they're all tied to like my health and fitness, right? So I'm gonna put all those things together and like this is the theme was health and fitness, right? And underneath there, there's 20 things that make me happy, right? Okay, and over here, I'm gonna take, these are about religion, about faith, right? These are about faith and so I take these and these 15 things, I'm gonna put them together and these are all faith. So that becomes a value theme is faith and then I find another another one.
So for everybody, I said, do that. And you should be able to find five or six value themes will start popping out for you, right? So putting together, we find these different value themes.
Also, it's like, cool, I have these different value themes. And so we have those different themes.
And now based on that, now it's like, okay, now I know here's the five or six things that I value the most, okay? And so that's what we did to figure out what the values were. And then this is the coolest part at Mexico we did is that I said, you know, like the, the, um, I think I and Rand said that like, um, the pursuit of our values is the thing that actually brings us happiness, right? It's not, it's not the achievement.
It's not the goal. It's like the pursuit of our values is what brings us happiness.
I said, based on that, it's like when I die, when I'll send that and I die, I'm on my deathbed. Like the questions, like, did I, not that I hit this goal, I made a million dollars.
It's on that it's like when i die when i'll send that and i die i'm on my deathbed like the question is like did i not that i i hit this goal i made a million dollars i it's like like in the sincere pursuit of my values was i successful and so i had everyone write an obituary as if the the core five or six value things that they they uh had designed had actually come true and this is your obituary and then i wrote mine. And it was crazy because I knew I was doing this for like two months.

I was preparing for the event.

I was too scared to write mine.

And the morning of, I was like, I have to write that.

So I sat down and I wrote out my obituary.

And then I stood on stage and I read it.

I was like bawling my eyes out. But it was basically me taking my value themes and like saying, you know, Russell Brunson,

he valued faith.

And because of that, you know, and I went through and I did my obituary. And then I had everybody else.
We spent an hour, had everybody take their value themes and from there, right, what they would want read, or not obituary, sorry, eulogy, at your eulogy. And so it was really, really powerful.
Now I'm talking today with you guys because again, maybe when we launch our event center here, I'll do that with everybody who wants to come. It'd be a really fun exercise.
But from there, it helped me figure out like, what do you actually desire? These are the five or six values you have that you desire the most, right? And so that's, I believe that's step number one because those values are already in us. They're planted, they're hard-coded, they're in there.
You can, I think that over time, you can value more things than different things. There's things later in my life I value more that I didn't, you know, 20 years ago.
So I think those things, they can keep blossoming and growing, I don't think it's stagnant. But for right now, this snapshot of your life, you have these different value themes, okay? So you figure out what those five or six things are, okay? For you or for your person you're influencing, okay? All right, that's step number one.
What do you already have a desire for, okay? What are the things you're already valuing? Then we transition now to step number two, okay? Now we got to figure out how do we connect the thing that you, or how do you connect this desire to the thing that will create the result? Okay. Typically the thing that you are selling or a thing you're trying to give your person that you love, who's not listening to you, um, uh, there's a thing that will give them the thing they desire the most.
Right? So for example, my kids, I'm like, you need to be eating healthy. And they're like, I don't want to eat healthy.
It tastes like garbage. I'm like, no, it doesn't.
It's like, we're fighting because we're fighting over the thing. Right.
Uh, and that's where I get, I headbutt with my kids. Sometimes myself, like, I should be studying the scripture.
Like, I don't want it. It's boring.
I don't want it. Like, I'm fighting over the thing versus stepping back and say, okay, how do I connect the thing that you actually want to this thing, right? So I think about like, I don't want to throw my kids on the bus.
They get so mad if I tell stories about them. But one of my kids, I'll leave it vague so that, so they don't, they don't get mad at me.
But one of them last night went into our gym, which we have the most insane gym ever on our yard and our kids hardly ever use it. It's anyway.
Yeah. But they went in the other day and they were working out and they're all sort of stuff.
And then that, that kid came back in and was like, and I was like, you worked out. This is awesome.
Like, yeah, I want to get abs. Boom.
I figured out what do they desire? They desire, for whatever reason, abs, right? That's what they want. I said, okay, now I have a, like, now I know exactly what's been implanted.
Okay. Now me trying to get them eat healthy.
Now it's not like you need to eat healthy. Like stop eating this garbage.
Like now it's like, because they don't value that, right? What do they value? They value abs. Okay.
I know they value abs. Eating healthy is going to be a piece of it.
Now I've got a map. Now I'll say, okay, they already desire this.
Now, so again, step number two is figure out how to connect that desire to the thing that will create the result. Usually the thing is what we're trying to sell somebody on, right? Here's the thing, okay? We're trying to give them desire of the thing, but they don't have desire in the thing.
They desire in their value. And so I have to connect the desire for that thing to the result.
Okay. This is just like me back in the day, right? I didn't want to read or learn or anything.
And I go to the seminar, Michael Fortin's like, hey, change your headline from red to blue. I apply it, it makes money.
I was like, whoa, boom. Now I have desire for the thing, learning.
I love it. I'm obsessed with it.
Prior, no, just want to make money, okay? The internal desire was making money. As soon as I learned that like by doing the thing, it'll make me more money, I became

obsessed with it, okay?

I think health was the same thing for me.

Like I didn't care about health.

Like my whole life I was a wrestler, you know, awesome shape, 7% body fat, abs, awesome.

It was great.

Then my wrestling career ends.

The same weekend my wife gets pregnant with twins.

She starts eating for three.

I start eating to keep up with her and now I'm not exercising and working. And within, you know, whatever, seven and a half, eight months, she gains 50 or 60 pounds.
I gain 50 or 60 pounds. We're having so much fun together, eating so great.
And then she one day has two babies, loses all the weight. And I'm like sitting here chubby all over myself.
I'm like, oh, this is not good. In fact, eight years, eight years, I didn't care about my health.
I was just overwhelmed. I'm like, I guess I'm just a big guy now.
Who cares? I don't know. Right.
Do not desire it. Right.
Until the pain became too hard. Like I, and it's funny though, because I became, the pain came too hard and everything.
But then I started, I decided I'm going to lose weight, but it was hard because I, it was hard to motivate myself. And it was just, I didn't have desire to do it.
But after I started doing it, I started shifting the way I was eating. It was crazy because what happens, I started eating differently.

I'd skip breakfast.

During lunch, I'd only eat proteins, no carbs.

And at dinner, I'd have carbs.

By shifting just the way I was eating, what happened is my brain didn't get tired.

I didn't get brain fog.

And so I'm at the office all day.

And I used to go from 9 till noon, I eat.

And then the rest of it was kind of fuzzy, nothing get done, right?

So I made less money.

And by shifting my eating, all of a sudden, guess what happened?

My brain functioned the entire day. It was crazy.
And then I got more production out of the day. I got more stuff done every single day.
I started making more money. I was like, wait a minute, wait, wait, wait.
You're saying if I get healthy, I'm going to make more money and have more energy and more things. Okay, boom.
I'm sold on that desire. I'm in on that because I want to make more money.
Therefore, health makes me more money and I can tie the thing that I'm trying to do to the desire to actually have. As soon as my brain connects to those things, like this equals more money, then it's like, boom.
Now that does that. Now I have a desire for that as well because it feeds the desire I actually want.
Okay. So it's connecting those dots between them.
Okay. Same thing for me right now.
Like I've had times in my life where I'm really good at scripture, good and bad, good and bad. Right.
And then anyway, man, this is like literally in the last couple months, again, I'll start and whatever. But I started thinking about like my desire, like one of my core desires right now is I'm trying to figure out all truth, right? And this is like from all the books, like personal development, health, like I want to like, what is like, what is the truth, right? And so for me, it's like now I want to, I'm, I, that's me I'm valuing, right? Which is why I'm trying to learn and educate and all this kind of stuff.
And so for me, it's like, well, I want to start studying scriptures. And I want to not just mind, I want to study the Mormon scriptures, I want to study your Book of Mormon, Bible, New Testament, Old Testament.
But I also want to study other scriptures. I want to like, what do the Muslims believe? What do the Jews believe? What do I like? I become obsessed with it.
I want to understand how they all fit together. And like, it's become the most fascinating thing for me, right? Because it helps me like in my head, connect these things, understand like, like just the truth of everything.
So because of this obsession over here, it's drawn me into like now like I'm loving the scriptures and other people's face. And like it's been so much fun, right? Where before I was fighting it in my heart.
Where this morning I was up early reading scriptures, having a great time. Because I've tied the thing and now I've desired the thing to give me what I'm actually looking for over here.
Does that make sense? Speaking of which, this is kind of a side tangent. There's a side tangent, but I'm not going to go political because everyone's got different beliefs here and there.
But one thing that's really cool is I've become obsessed with conspiracy theories a little bit and obviously the JFK one. And last night as I'm recording this, Trump signed the thing to release the JFK documents.
I'm so excited to behind like what's the actual truth in this thing. And so anyway, there's a tangent.
All right. I've got one more step here inside the three-step system, but I have to jump on my OFA live call.
I'm live with a couple hundred people with One Funnel Away crew. If you're not One Funnel Away, just go to onefunnelway.com, go sign up.
I'm going to jump on with them. I got an hour of Q&A with them.
Then I'll come back and I'll tell you a step number three here, um, uh, which will be awesome. So step number three, then after we know step number one, what is it? What do you already have desire for? Step number two is figure out how to connect that, that desire to the thing that will create the result, right? Which is usually the thing you're trying to sell them or persuade them or influence them on.
Then from there, we'll move on to step number three. When I come back, I'll let you guys know what step number three is.
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All right, everybody.

I'm back. I know for you it was probably just a commercial break, but I just did an hour-long Q&A with the OFA people and had so much fun.
And actually, it was funny because maybe it's just because my mind was thinking about desire specifically right now since we're talking about it. But it was interesting.
In the conversation, somebody was asking about niching down. They said, my product's helpful for everybody.
And I said, yeah, but is like um you know it's hard to market to everybody so instead you got to find different niche markets to kind of focus on at least for your front-end offers i said for example in my world you know i have uh one market that we we serve with funnels are network marketers i'm like so i have a front-end funnel that serves network marketers but i mean we also uh help life coaches i have front-end that helps life coaches and then we have front-end that helps, you know, local businesses. And so I kind of talked about that.
And in my head, I was like, oh my gosh, like we're doing our marketing every single day, right? Like a life coach has no desire for a funnel, but they do have a desire to grow their life coaching business. Therefore, I tell them I help them grow life coaching business.
But then how do I do it? I do it through the thing, which is the funnel, right? Network marketers don't care about funnels. They care about growing their network marketing business because that's the thing they've already been convinced is going to get them to the desire, which is probably more money, more freedom, whatever.
And so then I got to convince them that my thing, funnels, is the thing to help them with their thing, which is network marketing, which helps them with the end desire they want, which is actually to grow a business or have freedom or whatever it might be. You see how this works, you guys? You you understanding this? Okay.
So recapping, step number one, what do you already have desire for? Step number two, figure out how to connect that desire to the thing that will create the result. And now that moves us to step number three.
Step number three is then how do we increase the desire for that thing? Desire amplification. That is the question.
How do we do that? And I don't know, again, there's probably a huge list of all the ways. I'm going to share with you guys a couple of ways that have helped me in my life.
Okay. So the first thing I do to help me increase the desire for something is I think about it all of the time.
Okay. I think back about myself.
Like when I, when I got into wrestling and I fell in love with wrestling and I wanted to become a wrestler and I wanted to be a state champion, then a national champion, all American, like it became obsessed. Like I remember sitting there and everything else became a burden for me.
Like thinking about anything else was annoying. I remember sitting in class all day long and teachers were talking about who knows what.
And all I wanted to focus on was wrestling. Like, how do I win? What's the move? How do I get my position? How do I? So all I thought about all day long at school, every day was wrestling.
Even though teachers were talking, I was like distracted. Like, ah, I got to pay attention to the class.
And the second I was able to snap back into what I wanted to, the thing I desired the most, which is wrestling, I did it, right? And so the more I thought about it, the more I desired, the more it grew. And so like desire grows when you're focusing and you're thinking and you're focusing on it.
Does that make sense? So the more you think about something, the more that desire grows. So if it's like, if you have a little seed of a desire, a little seed of something, if you want it to grow, you can't not think about it.
You have to start thinking about it. And as you think about it, you think about it more and more and more.
And the more you think about something, the more it's going to grow. Okay.
If you look at all of these old books that keep buying, think and grow rich and all these things about thought and thought control, all sorts of stuff, like, like thoughts come and go, but we can control our thoughts. We can think about something.
We can choose to think about a thing. And if we choose to think about a thing, it'll grow.
So if you know you got a little seed of desire and you want that desire to grow, start thinking about it. Okay.
For me, it's like when I decided I wanted to get back into reading scriptures again, right? There was the little desire that that thing was in there. So for me, it's like, okay, I got to start thinking about this.
Like, how do I do that? Well, I'm not going to think about it by default. Like, so, you know, my brain's not going to also snap like, oh, you should think about the book of John, you know, like that's going to pop in my head.
So I started thinking, okay, who are people around me that, that, um, that do have that desire rate and they're excited, they're passionate. Like I want to take this little spark that I have, I got to find a fire somewhere else.
And if I take my spark next to the fire, what happens to my spark? It becomes a fire, right? So for me, it's like, all right, who are the people talking about these topics right now? And so I start finding books and information and podcasts and YouTube videos of people who actually are talking about this thing. People who are already on fire for the thing that I want to be on fire for, but I'm not yet.
I've got a spark. They've got a flame, right? So I find people who have a flame and I start surrounding myself around those people.
So I'm listening to them on podcasts. I'm watching them on videos.
I'm reading their content. I'm reading their books.
Like that's how you take the spark and turn it into a fire, okay? So number one is I'm thinking about it all all the time. Number two is I'm going and I'm reading their content.
I'm reading their books. That's how you take the spark and turn it into a fire.
So number one is I'm thinking about it all the time. Number two is I'm going and I'm finding people who already have a fire and I'm surrounding myself around those people.
There's a reason why people come to Funnel Hacking Live. People tell me this all the time.
I feel like I'm at my house. I'm all lonely by myself.
And I come to Funnel Hacking Live and I catch on fire. That's what they tell me, right? I catch on fire.
It's interesting. Think about that.
What's happening? They've got a spark of desire. They're at home.
They're listening. They're seeing some stuff.
They see me. They see like this guy who's like, I'm so passionate about this.
I'm on fire. I'm excited.
And so like I need to come and get some of that. I don't know what that is.
I want to drink the Kool-Aid. I want some of that.
What they're doing is they see this raging inferno of Russell, right? And they want to come and they want to get their spark close to that because I think if they do, it'll catch on fire. And it's true, right? I think about that.
Like I'm always looking for people to connect with who are already on fire because I know if I'm around those people, it'll grow. You hear people say all the time, like you are the average of your five closest friends, right? In all sorts of things.
In your income, right? Whoever your five closest friends are, however much money they're making, that's how much you're going to make, okay? Same thing with your health, your weight, your energy you're surrounding yourself, you'll be similar to. There's a couple of reasons.
Number one, it's either because you're going to drive everyone pulled down to your level or number two, you're going to rise them up to your level. You're going to be the fire that turns their spark into a fire.
Oops, sorry. For me, it's like I'm always searching out people who are on fire.
In fact, Andy Elliott, speaking at Fun Hockey Live, a lot of people are like, why do you like Andy?

Andy, like, he messed up in his past.

He did some bad things.

I'm like, because when I saw Andy online,

he was on fire and I wanted that.

And I messaged him like, dude,

I don't know what you got, but there's a flame.

And my spark's dwindling

and I need to light myself on fire.

So I called him up, flew out to his office.

I spent literally less than 24 hours with him.

And like his flame was so big that my little spark that was like kind of trembling and struggling, like caught back on fire. I came back home.
I was like, all right, everybody were like, and like, I took that flame back to my team. And then my team got on fire.
And like, and like, that's how this stuff works. Right? So you take this desire, get number one, think about all the time.
Number two, you had to go and you got to find people who have the inferno and you get proximity. Proximity is power, Tony Robbins says all the time, right? Okay, number three thing here.
A lot of times we focus on our future self, the thing we want, right? Our future desire, which is awesome. But the thing we forget about a lot of times is that we have this past self that's potentially holding us back, okay? I've been talking a lot recently about subconscious mind and from so many different standpoints, but our subconscious mind is like all of the things, the stories we've been telling ourselves for the last decade, two decades, however long it is, our entire life, they have these belief patterns, right? And so sometimes we're looking at the future, we're thinking about what we want to achieve and who we want to become.
But the problem a lot of times is that we have these false beliefs and this baggage we've been carrying around subconsciously. And if we don't look at that and address it and figure out how to break it, then those chains will hold us back.
Okay. The best time I've ever taught this so far, if you read Expert Secrets book, I talk about when I'm trying to persuade somebody, I got to figure out what their chains of false belief are.
Okay. These are the subconscious beliefs that they have that are holding them back.
And then I have to come with a new empowering story that's going to trump their story, right? That's what the whole perfect webinar is about. I got to come in with the fire and the flame and I got to figure out what their false belief is.
I tell a story that breaks their false belief and rebuilds with a new false belief. That's how I get somebody to move and to persuade.
The same thing is true for you. If you're trying to change yourself, looking in the future is great, but you also look backwards.
I'm like, what are the false beliefs I have? What is actually holding me back? And I have to address that, those conversations. A really good book by Ben Hardy is Become Your Future Self Now.
He talks about it, like looking backwards, like, okay, I got to reframe, I got to change the meaning of these things in the past that are holding back today, right? What are the things in the past? Like for me, one of the things with holding me back over the last two or three years, I'm not going to lie, I'll be super vulnerable. So here we go.
Here's a vulnerable Russell. I think you guys like vulnerable Russell.
I always get comments afterwards.

But you know, one of the hard things for me is for the last decade, we launched ClickFunnels, right?

The first seven or eight years, like 3,000 people won two common club boards.

We've changed the industry.

We've changed so many people's lives.

And it's been hard for me.

Okay.

It was really hard.

They started looking.

These people who won a two common club board for me, right?

Then they go find our competitor.

They white label our competitor.

And there's pictures of them holding a two common club board.

Russell changed my life.

But now I'm using this platform, which is theirs.

It's People who wanted to comic club board for me, right? Then they go find our competitor. They white label our competitor and there's pictures of them holding to comic club board.
Russell changed my life. But now I'm using this platform, which is theirs.
And now they're competing against me. These people that I changed my people on stage crying like you changed my life.
Russell, it was so great. Now I'm going to compete against you.
Like just, I don't know. I have, I'm super faithful to people.
You probably know it's like, I don't quote, I don't, I don't tell somebody an idea that I got from someone else and not give them credit for it. Like I think it's the lowest, most scum of the world thing you can do is to take credit for somebody else's ideas you got from somebody else.
I always pay credit for where it's due. I would never in a million years like with Dan Kennedy or with people that I respect, I never would go and like learn – have them change my life and then go try to rip them off.
But it happens. It's been's been happening a lot and it's, it's been painful, man.
It, um, it was really, really painful. And so there was a while, there was a season probably for a year or two where I was just like, I don't want to help people because they're going to come in and learn my stuff and then, and then compete against me.
Like, like, why would I want to serve that audience? Like it made me so angry and so mad. And it was because the meaning I attached was because that meaning was attached, right? It was hard to move forward.
It was hard to visualize. I'm gonna change the world.
I'm gonna help a million entrepreneurs. I'm gonna blah, blah, blah because I'm like, screw those entrepreneurs.
Like I'm changing their lives and then as soon as like I change their lives, they lose all loyalty to me and then they go like behind my back, go and compete and like promote a competitor. Brutal for me, right? And so I had to come back and stop and say, looking back, say, okay, what's the meaning I'm attaching? The meaning I'm attaching is like, if I help these people in the future, they're going to hurt me.

It's not a good meaning, right?

Makes you not want to help people.

Okay. But I just stopped looking at my past self and be like, ah, past self.

That's the fault.

I don't know how I got attached.

I didn't consciously like attach that, but it started happening.

I'd see people with their ads, them holding a two common cup award in their ad and then talking about a competitor.

And I'm just like, I hate those people.

I want them all to die.

Right.

It's not a good thing to say,

but that's,

that's the meaning that was attached.

Right.

So it's hard to go get more people and serve more people when that's the

meaning that's holding you back.

Okay.

Now what's your meaning,

right?

What's the things that are holding you back?

And you have to stop sometimes look backwards.

Cause even though you got good goals and directions,

these you say verbally,

consciously you want,

if your subconscious mind is holding you back,

you got to become aware of it and look at it. And then you got to look at the meaning you're attaching to these things and then figure out a new story, figure out a new meaning.
So for me, it was figure out new meanings, right? Okay, how do I change this? In fact, it's been interesting. If you look at some of my ads right now, selling online event, I used to talk about, like, I'm a world record holder.
Greatest, you know, sold more from stage than anybody else in the history of all time, like da-da-da. And now, if you look at my ads, ads up i keep saying it's like my goal of this event is to have you come in because i'm looking for somebody to beat me i need somebody to beat me because they need competition like right now it's been too easy no one else is competing so i'm going to train you to become the best possible person i want you to compete against me so i can beat you as soon as you beat me i got motivation to come back and beat you okay now it's a different frame right i'm same thing right now my cool come in go ahead and compete against me okay now i got some motivation like my number one strength you take strength finder my number one strength is competitive so i'm going to destroy you so now like those people instead like i can't believe this person would backstab me that way instead it's like oh cool all right you think you're going to win we could have partnered could have been friends but now i'm going to beat you i'm going to win right there's competition coming out there's russell that's the russell that's going to win right but i had to look at my past self and detach the meaning that's holding you back reattach a new meaning and then run with that okay so number three there is looking at your past self and explaining um looking at what's holding you back and then rewriting those meanings okay and then number four um you got to amplify the thing that will get us the value we have most right so again this comes back to talk about earlier Like the value I have is I want to, for me right now, one of my number one values is impact.
I want to change the world, right? So like there's the big impact, right? And then what's the thing that's going to do that for me? The thing that's going to do that for me is writing books and writing books is painful for me, right? But I know that's the thing that's going to give me the impact I want. So I have to take that thing, right? The writing the books for me and I have to amplify it by thinking about it, okay? It comes back to the first thing, but it's like thinking about, thinking about, thinking like amplify, amplify, amplify.
The more you amplify, the more it's like, I love writing books. I love reading books.
I love books. And then that thing becomes exciting.
And then that drives the value of the future. So there's my sermon on desire.
You guys, it's not everything out there. I'm sure, but it's all the things in my head that I keep thinking about.
And hopefully something in there is valuable for you. Again, the three steps I wrote down.
Step number one is what do you already have desire for? Figuring that out, right? We talked to you through the value galaxy, value themes story. So what do you already have desire for? Number two, figure out how to connect the desire to the thing that will actually create the desired result.
And number three is then take that desire and increase the desire for that thing.

Amplify it as much as you can.

So hopefully that was valuable for you.

Hopefully you got some value.

I'd love to hear in the comments,

even the podcast or YouTube, wherever you're watching this,

give me some comments on the things that you would do

or the things you're trying to do or any of your thoughts.

If you think I'm crazy, if I know those are bad ideas,

let me know your ideas.

I'd love to hear them.

But that's kind of what I'm working off of right now

to help influence myself, influence other people. And it's been successful for most things.
I'm still trying to figure out my kids. They are the hardest ones, but I love them the most.
So it's going to be worth it when I figure it out. So thanks so much.
I appreciate you guys. Thanks for listening to the podcast and talk to you all soon.
Do you have a funnel, but it's not converting? The problem 99.9% of the time is that your funnel is good,

but you suck at selling. If you want to learn how to sell so your funnels will actually convert,

then get a ticket to my next selling online event by going to sellingonline.com slash podcast.

That's sellingonline.com slash podcast.