Marketing Secrets with Russell Brunson - After Info Products, Then What?...

Episode Date: December 25, 2019

The only way to 10X your business is this. On this episode Russell talks about having his end of year meeting, and realizing how moving away from just info products is what allowed his business to make over 100 million dollars. Here are some of the awesome nuggets to listen for in today's episode: Find out why all the top businesses in the community have grown by finding something outside of the info product to sell. And hear what questions you need to ask yourself in order to figure out what your non-info product could be. So listen here to find out why you should start thinking about stepping outside of just having an info product if you want to grow your business beyond 30 million dollars a year. Transcript - https://marketingsecrets.com/blog/270-after-info-products-then-what Learn more about your ad choices. Visit megaphone.fm/adchoices

What's up everybody, this is Russell Brunson and welcome to a very special, can you hear that? It's a Christmas edition of the Marketing Secrets Podcast. I'm in the Tesla and the kids messed it up so when I turn on my blinker, the sound comes on. So, Merry Early Christmas and excited to hang out with you this morning. So, the big question is this. How are entrepreneurs like us, who didn't cheat and take on venture capital, we're spending money from our own pockets, how do we market in a way that lets us get our products and our services and the things that we believe in out to the world

and yet still remain profitable? That is the question and this podcast will give you the answer. My name is Russell Brunson, and welcome to Marketing Secrets. All right, everybody, so we're getting close to Christmas. By the time you guys hear this, it may actually be Christmas, or maybe the day after Christmas. I'm not sure exactly what day this will drop. But today's basically the last day at the office for everybody before we get ready for the Christmas vacation. And I'm excited. It has been a crazy, crazy year. And we're finally starting to wind down.

Two nights ago, I finished the rewrite of the Expert Secrets book. Yay! Which is so nice to be done. Yesterday, we had an insane meeting that literally changed my destiny for forever. And I can't talk about it yet, but in the future, I will. So it happened yesterday and then today, kids have last day of school and then after school I'm coming running, grabbing the kids and tomorrow is the state wrestling tournament. And Dallin was eight pounds over this morning, eight pounds, which means I get to, you know, grab him from school and take him back to the house and wrestle with him for like five

hours to make him lose his eight pounds. Oh, every time I do a link run, you're gonna get some christmas sounds so merry christmas anyway um i know some guys are like what eight pounds you can't do that but we're wrestlers this is what we do so he's going down to wait for state he's never gone down this low so we have to anyway he's gonna be he cut weight earlier this year once allowed to lose two pounds and it was like a nightmare. So we've got to lose eight by this time tomorrow morning. And then we have a big church Christmas party tonight. So today's a little hectic and stressful. But then tomorrow we have wrestling.

And I'm so excited. We'll be wrestling all day and it'll be awesome. Anyway, I've gathered you guys here today. My lesson for you today is interesting. Yesterday during the big meeting we had, we had a chance to share all of our numbers, go through our books and go through everything and see where the actual revenue in our company is coming from and look at all the different, all that kind of stuff that you get to do in your year of end stuff, kind of looking at your numbers and stuff. And it's interesting because this year's been awesome, so that's great.

We made more this year than I ever dreamt was possible, which is also fun. But it's interesting because, and it's funny, the first decade of my business, I was in the information business, right? I sold information products, information things. I also on the side sold supplements and some little software and things like that. But the majority of what I sold was always information cause I like selling how to stuff. It's, it's fun, right? And so that was kind of the, uh, that was kind of the, um, you know, my, my, my business.

Um, but it's interesting, like selling information is as awesome as it is. That was kind of the, you know, about my business. But it's interesting, like, selling information is as awesome as it is. There's always kind of like this cap, right? Like, the biggest companies, I mean, look at something like Tony Robbins. I don't know his revenues on the Tony Robbins brand, but like, you know, he's probably the biggest info person, right? Maybe Dave Ramsey, he's got a big info business. And I don't know, there's a couple people out there that do really well. Right. But no matter how, how big they get, like there's a ceiling, like you don't see anybody who's like got a hundred million dollar a year info product business, right? There's none, um, that I can think of.

Maybe there's some, but none that I can think of. And I, uh, I guess Agora, Agora would be the only ones that I know that are that big. Okay. There's a couple, but, um, but you kind of cap out at this point. Right. And so it's like, um, you know, I think this year, if you look at just the info products we sold, we probably did, I don't know, maybe $30 million in info product sales, which is great. Like that's, that's awesome. But for us, the, the other hundred something plus million all came from, from software. And as I was sitting there thinking, I'm like, man, my, my whole, you know, my whole first decade of my business, I, I just sold information products. And when I, when I shifted from selling information products to selling information products that, that push people

into some kind of software product, that's when the dynamics and the metrics of our business shifted, right? That's when we shifted from a level 2 or 3 opportunity to a level 10 opportunity was the software side of it. And I'm telling you this because not all of you guys are going to create software companies. I look at Lady Boss, and Brandon and Kaylin started selling info, and they built their business up to a certain point, and then they released supplements, and supplements was their level 10 opportunity. That's what they've kind of blown up to the next level, right?

Alex and Layla Hermosi, they sold info products. And then right now they just this week launched a food service where it's like all the gym owners can get meal prep ordered for all their clients. And I have no idea what their metrics, their numbers are, but based on the fact they have like 5,000 gym owners and each gym owner is selling, you know, 10, 10 mils a day to people. That's 50, 50,000, a hundred thousand. I don't know the metrics are, but maybe a hundred thousand mils a day. He's going to be selling through this, this new thing, right? It's like all the info products were good and they made a really good living off it. But the big opportunity was like leveraging the, the audience they built from the info product for this food business.

Right. And so I look at that, look at, you know, the people that are community, they're having the biggest businesses and the most success. It's like they have info products with boom, something with software, with supplements, with food service, with fill in the blank. So my question for you, I want you to ponder over this Christmas break and over new years and, and just, you know, as you guys are going through this, this season of getting ready for New Year's, like, what is your, what is your version of that? What is your click funnels?

What is your supplement line? What is your thing? And, and start thinking about that because when you figure that out, that's again, that's when we went, you know, you know, pre click funnels. That was always, you know, five to 8 million bucks. Some of that range is where we, and we did, we were doing awesome. Like, that's when we went pre-ClickFunnels. That was always five to eight million bucks, somewhere in that range. And we were doing awesome. That's great. But we always hit that cap.

And we were able to more than 10X it when we added in the secondary piece, like the back end, the software, the thing. So I don't know what that is for you, but I'm throwing it out there. Info products are the greatest way to generate an audience, to build a following, to make money profitably, to acquire customers lower than anything else in the world. And so I, I'm obsessed with info products. Like I'm not saying to not do them. I'm saying keep doing them. But then,

then what, like what's to, to what ends? Like, where are you putting those people? What's the, what's the goal? What's the point? What's the purpose of it? Um a lot of you guys, you're going to struggle to think about that. It took me a decade to figure out ClickFunnels. It's not something you might answer today, but I'll start putting that in your head. It's just like the info product is business, but to what ends? What's the purpose of it? Where am I putting these people eventually? What's my ClickFunnels? What's my supplement line? What's my food service? What's my thing? Because we start thinking that way, it's going to open up a backend that's not just a backend upsell of more info, you know, which is good. You know, the, the typical info models, you go from a book to a online course, to a workshop, to a live event,

to a mastermind group like that, that model is awesome. Um, but you're going to be capped at 10, 20 million bucks, which is great. Nothing wrong with that. But that but again if if the goal is to keep growing and get to 50 million or 100 million or a billion or beyond like you like i've yet to see outside of a gore i haven't seen anybody else get to those numbers through information alone and so it's like what do what are we what are we gonna put somebody what's that thing what's the next the next piece and so anyway i wanted to put that out for you guys just to kind of think about and again i don't know the answer for you and you're probably not gonna answer for you yet, but that's what I'd be like thinking with my eyes wide open. I'd have my eyes open. I'm looking around for opportunities, right? Looking as you're serving these customers to

your information products, like having your eyes open, like, okay, what do they need? What are their frustrations? What's the, what problem do they have? What's the, what's the issue? Like, how can I solve this? And like, when those questions are happening, that's when the software idea will pop in your head. That's when the supplement idea will pop in your head. That's when the food service and you're like, oh my gosh, all my clients need this. Boom. There it is.

There's the thing that takes you from, from 10 million to a hundred million. It's that, it's that next thing. And it's not more information. Probably it's, it's, it's the, it's the tool. It's the thing that they need to have more success with it. So there you go. Merry Christmas. There's some more jingle bells for you.

I appreciate you guys all for listening. I hope you guys have a great Christmas and Happy New Year. I'll probably do more episodes for New Year, so you'll hear back from me. But I just want to share with you guys, get your minds thinking as you enter the new year about what is your level 10 opportunity. What's the big thing? What's it going to be? With that said, I'll talk to you guys soon.

Bye, everybody. Hey, this is Russell again. And really quick, I want to thank you so much for listening to the Marketing Secrets Podcast. I hope you enjoyed this episode. And if you did, can you imagine what it would be like to experience this for four days with 5,000 other insane funnel hackers, people who are just like you, who think like you, who believe like you, who have vision like you. If you would like to do that, then you need to be at this year's Funnel Hacking Live.

It's coming up very, very soon. If you don't have your tickets yet, you can go to funnelhackinglive.com and it gives you the ability to leave your home, leave where you're trying to create and dream and come to a place with a whole bunch of people who think like you, who believe like you, who see visions like you of what they can create and what they can become. Funnel Hacking Live is not just a marketing event. It's not just a personal development event. It's both of those things wrapped into one and it is an experience that will change your life forever. So I want to make sure you get your tickets. If you don't have them yet, go to

funnelhackinglive.com. Get your tickets. We have sold out five years in a row. We will sell it this year as well. And after you get tickets, you will be there with 5,000 other insane, crazy, fun funnel hackers talking talking how to grow their business sharing all the best marketing secrets things are working today you gotta go get your tickets now at funnelhackinglab.com thanks so much and i'll see you in nashville