Marketing Secrets with Russell Brunson - Behind The Scenes Of Day 1 At 10X Growth Con

Episode Date: February 11, 2019

Find out what really happened this year, behind the scenes of the 10x growth con. On this episode Russell recaps his experience of preparing for the 10x event, along with what happened with his presentation on day one. Here are some of the awesome things you will here on this episode: Find out what kind of stress Russell was under in order to prepare for the 10x event. Hear the things that went right at the event, along with the things that went totally wrong. And see how much money he made from his first presentation at the event, despite the problems. So listen here to find out how day one of the 10x event went, and tune in next time to hear day two. Transcript - https://marketingsecrets.com/blog/behind-the-scenes-of-day-1-at-10x-growth-con Learn more about your ad choices. Visit megaphone.fm/adchoices

Hey everyone, this is Russell Brunson. Welcome to the Marketing Secrets Podcast. I am back from the 10X event. I have completely lost my voice. And this episode, I want to give you guys a rundown of everything that happened. The good, the bad, the ugly. And I'm excited to share it all with you.

So, the big question is this. How are entrepreneurs like us, who didn't cheat and take on venture capital, who are 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 everyone so um i've been getting blown up everywhere from everybody asking me how'd you

do a 10x what happened tell me the stories i saw the pictures and instagrams and all the stuff looked amazing like how did it go i know a lot of it came because um last year or last year's 10x event um you know we we set a goal to do three million dollars in sales and we did 3.2 in 90 minutes it was amazing obviously we launched 10x secrets the product um kind of talking about it so everyone's expecting you know big things which cause insane amounts of stress on my side in case anybody's wondering it's like um imagine you win an olympic gold medal and then going back four years later try it again like everyone's expecting you to win oh it's a horrible feeling.

It's way better to be the underdog. But anyway, so we were excited and there was a huge opportunity. Some of you guys probably heard it was in the Marlins stadium. There's going to be 35,000 people at it. And we were so excited. And so to prepare for this whole crazy event, we, a long time ago, started to prepare for it. It was interesting as if you look at, um, uh, the very first 10 X event we went to three years ago, um, you know, we showed up there and, and, um, we were trying to do my normal presentation and

sell and, and Grant and his team had, didn't know a lot about events and how to choreograph them and stuff. And so when we got there, right, okay, we need a table and salespeople. And they're like, no, we don't really have that. And so, um, we kind of had to choreograph them and stuff. And so when we got there, right, okay, we need a table and salespeople. And they're like, no, we don't really have that. And so we kind of had to do it on our own. And unfortunately it was Dave there with a, with a, with a box full of order forms and some pens. And I did my pitch and they all ran to Dave and luckily Alex and Layla Hermosi were also in the audience. They came and helped. And those three sat there on the side of the room with no tables handing out order forms and pens and somehow they closed just shy of a million dollars from that then fast forward you know 12 months later we

did the 10x it was in vegas and you know obviously if you guys bought the 10x secrets product you heard me talk about that whole choreography there's a lot that went into that um we did the 3.2 million and so this year we thought with 35 000 it's going to be even bigger we got to do even more so we had over 40 of our team members that we flew out. And prior to that, they spent so much time and so much effort coordinating where people are going to stand and how are they going to do it? How are you going to order, collect order forms and deliver the pens and just, there's a ton that goes into, into it. And so, um, for weeks and weeks prior, they were planning and meeting and making sure everything was choreographed just perfectly on our side. The other side of it then is I had to figure out my presentation as well.

Obviously, I have a presentation I give that I'm selling ClickFunnels. It's my Funnel Builder Secrets presentation. And I've given that presentation live probably 150 plus times or more. But because I'm speaking at 10x each time, I try to change it enough that it seems different and new, but then it's gotta be the sit, you know, what works, works. And I don't want to deviate from that either. And so if you look at the very first 10X, I just gave my presentation the way I did on every webinar for a year prior, you know, for the second one, I really changed a lot of the introduction and how I, how I began the presentation.

I talked about the four minute mile. I shared stories about John Reese. It was really a quick way to impact people. And so this year I wanted to change that as well. And so, um, my intro, uh, I'm really proud of it. I started with, um, the Winston Churchill quote where he says to each there comes in their lifetime, a special moment when they're figuratively tapped on the shoulder and offered the chance to do a very special thing unique to them and fitted to their talents. What a tragedy that moment finds them unprepared or unqualified for that, which could have been their finest hour. And so I led with that quote and I started telling stories about some people in our community. I told Jamie Cross this story. I told Chad Wollner story and then I related it back to their story. And I took people

through that where, you know, most of us are entrepreneurs, like we've, we hear this calling, right. That we need to come in. We need to, we need to do this thing. And then unfortunately for us, we're not, you know, we're not at, when we hear the calling doesn't mean we're ready for it. And so then we have to like go on this journey to become who we need to be, to be worthy and able to actually fulfill on that calling. So we've gone this huge journey. And after the, after you go on the journey and you, you figured out how to, how to do the thing, but that's like, well, how do I get get the impact how to get out to more people and so i kind of told the story line weaving in all these different stories i was really proud of i think it turned out really good and then from there i did my my normal presentation right so i spent tons of time

preparing that probably conservatively probably 30 to 40 hours retweaking the original presentation to really make it make it fit and then um also this event, Grant and his team agreed to let us speak twice. So once I get to do Cell Funnel Builder Secrets, and the second time they wanted me to sell like a public speaking training, teach people how to sell from stage. And so I had to create a whole new presentation I'd never done before. And I'll talk more about this one, but I'm so proud of how this presentation turned out. It was legitimately amazing.

All right, so that was kind of all the prep work. Now going into this, like last year, again, we made $3.2 million with 9,000 people. So we're thinking 35,000, we should do at least 10 million. And you know, some people were guessing, you know, 2,500 million and just kind of fun, but we always kind of guessed ahead of time. And I was so scared. I just hate going into it with those kind of like expectations. Cause if you don't hit them, then you feel disappointed. I didn't want everyone on my team to be disappointed. I didn't care so much for me. I've already experienced all this stuff. I don't, you know what I mean? But like my team was all like, you know, huddling around us. Everyone wanted to go

do this thing and hit these big goals. And so I had a lot of fear going into it. Like, Oh, what if I don't hit this and then disappoint them? And yeah, that kind of fear. All right. So then, um, the night before came where we're getting everything prepared and ready and we're leaving the morning. And one of my friends, Brian Underwood, he's the founder of prove it. A lot of you guys have heard me talk a lot about prove it. Um, he messaged me a little while ago and wanted to hang out. And I was like, well, if you want to hang out, we're, I'm speaking at this 10X event. You should come pick you up in your private plane and fly us out there. And he was like, well, if you want to hang out, I'm speaking at this TEDx event. You should come pick me up in your private plane and fly us out there. And he was like, okay. And so he literally flew his plane and picked up me and my wife and a couple, Dave and his wife and Melanie and Blake.

And we all jumped in this plane with him. And so he flew the night before. We kind of hung out in the office and talked for a while. And then the next morning we woke up and we went headed to the airport and we jumped in his plane. He flew us all the way from Boise to Miami, which was amazing. Um, every time I fly private, it makes me like never want to go commercial again. So for any of you guys who fly commercial, never fly private. It will ruin you forever. I was telling Steven Larson this, I think I was like, don't fly first class cause it'll ruin you forever. I just stay in coach as long as you can. Cause it's nice. Like coach is fine until you fly first class. You'll ruin you forever. Just stay in coach as long as you can because it's nice. Coach is fine until you fly first class.

You're like, oh, crap. And first class is great until you fly private. And then it's like, oh, it's just ruined forever. Anyway, so we flew in four hours in Miami, which is nice because we're flying home from Miami. It took us, we were in the air for seven hours on two planes. And we had like three or four hours of layover. So it goes from like a four hour trip to like a full day trip.

The commercial versus versus private oh anyway so grateful for brian picking us up he paid for everything paid for the gas the flight everything he just it was super classy of him so he flew us out there we hung out and then we got to miami and we got there i was kind of freaking out because i get so super nervous and so we headed over to the stadium where they got us in we had a chance to like see the whole venue and it was crazy like walking in there um and i think i was just doing my mic check and giving my slides and go through it all um at a certain time and we got there and they're way behind so we hung out there for probably two or three hours in the stadium and um you know ty lopez was there so he got to do his sound check and and um a couple other people

were just kind of testing the whole thing out it was crazy though it's like when to do his sound check and and um a couple other people were just kind of testing the whole thing out it was crazy though it's like when you do the sound check sometimes we start talking and the echo was so bad you couldn't even hear yourself and i was like um like if this echo is this bad like no one's gonna hear us they're like oh no no no when 35 000 people are here it'll absorb all the sound and it would totally be fine so they do stuff like this all the time so it'll be it'll be fine i'm like okay but because if it's like this i can't like standing on stage i would talk and i could hear like bounce off the thing come back to me i was like i can't even hear my own voice and people sitting in the stands like i can't hear you because it's so echoey but you know everyone's kind of nervous but they said you know what they

they must have done this before there's no way they haven't it should be completely fine so that was kind of what happened that before and then we went to we went home went to bed and i was super anxious and nervous and excited um so nat went to bed that night next morning woke up and woke up super early because i basically we have set up grant was speaking and i was speaking immediately after him and grant was also going to parachute into the stadium. So we got everything ready. I got dressed in my fancy pants clothes. Oh, that's the other thing. When we flew into Miami, we had to get another shirt.

So we literally went from the airport directly to Neiman Marcus, I think. And then we had somebody, we found a shirt and it had the Taylor, Taylor right there on the spot and then delivered that night to us, which was crazy. So we had a brand new shirt on, all these pants, all these fancy clothes. We get over there and we start waiting. And, um, we walk into the, the, the stadium, they took us to the dugout and through the, through the green room, which was a batting, batting cage, everything. And we walked in the whole thing. And then I walked into the stadium, you look out and it's just like, Oh my gosh, this huge thing. The, the, the roof of the, um, the baseball stadium is completely open. I'm looking at him like, this is amazing. And I looked back into the stands and the stands were almost empty. I was like, oh my gosh. I started feeling sick for Grant. I'm like, what if people don't show up?

Like, what are we going to do? Like, this is, I looked at my watch. It was like 20 minutes till nine. I was like, how are they supposed to get 35,000 people in here in the next 20 minutes? You know, we knew that Grant was going to skydive in. And so anyway, all the fears and the nervousness and everything started hitting up again. It was just like, ah, you know, didn't know what to do. And so we're watching as, um, you know, getting closer and closer. And, and then, um, finally at nine o'clock, um, I assumed like, man, people aren't coming in. They're going to push it out till nine 30 or 10 or something. But sure. Up nine o'clock, I assume, like, man, people aren't coming in. They're going to push it out until 9.30 or 10 or something. But you're up at 9 o'clock. You look up, and all of a sudden, you see Grant's plane.

I think it was Grant's plane flying above the stadium. And all of a sudden, boom, at 9 o'clock, this parachute pops out. This big, huge 10X parachute pops out. And then Grant, I think it was Grant. Some people said it wasn't. Who knows? I don't know. Maybe the world will never know.

But Grant or Grant's stunt double flew by themselves on a parachute into the stadium and it was like the most epically amazing thing ever and um they landed and they put a microphone on him and i guess he twisted his ankle or something's like hey my ankle twisted you know right now we found out the traffic's horrible and bad and and on whatever thing and people are waiting so we're gonna take a 30 minute break where i get prepared and hopefully give a chance for more people to come in and then we get started and so they kind of cut and then which was kind of crazy because soon they cut that everyone like ran up the stage stayed to go to the bathroom it was this big huge like anti-climatic moment it's so amazing this this entrance and then it was like okay come back

in 30 minutes we'll get started and anyway but you, I think they did that mostly to get people in. So then people are coming in, coming in and finally get someone on stage. He starts talking and the echo is really bad. And like, it was really hard to hear him from the stands and I couldn't even imagine on his side. And so I'm watching him and I'm just like, oh my gosh, this is, you're kind of freaking me out. But I'm like, you know what? I'm just going to do my, what I got to do. I don't know any better. Let's just go do it. So finally, about 15 minutes before I'm up, they come and grab me, pull me back, then mic me up, take me back to the backstage and took me to this little black, this little room, a curtained off room. I went in there and was so nervous jumping around and trying to get prepared. And then I sat down to take a, to say a prayer and I have so much anxiety

and nerves and tiredness and everything. I was saying this prayer and I totally passed out in the middle of the prayer. I woke up a few minutes later. I was like, Oh my gosh, I'm still here. But I'm in this little, this little curtained off room. And all I hear is echo. I can't hear a word that's happening. There's no video. There's no TVs back there. I have no idea if I'm up or when I'm up or anything. It was just kind of this, this, this, this random noise. And I wish I could tell you the anxiety I was feeling. It was crazy. And then, um, somebody can grab me and say, Hey, you're almost up. And they pull me up onto the stage and I'm sitting there getting ready, getting ready, but I can't hear anything. And all of a sudden the wall starts going up. Like there's this huge wall monitors that starts

going up, which I know is my cue. And I'm like, Oh my gosh, this means I'm up. And the guy's like, I think so. And this fog starts coming in and the thing goes up and then it gets past my head and I just walk out. I'm like, I hope this is, I hope this is for me. And I walk out and I see this huge audience and it's, it was crazy because the last 10X event, there was 9,000 people, but it was dark in the stadium. And so, and the lights are shining your face. You walk out and you don't really feel the people because it seemed like it was kind of like you're walking out onto a stage and you know, those people there, you don't really see them this was completely different it was the middle of the day it's all lit up you walk out and you can see everybody's faces and it was like

the most breathtaking thing I had my first lines all like figured out in my head what I'm going to say and how I'm going to say it and then the thing opens up and I was like I forgot everything I just like I caught me off guard I'm like like, Hey, wow, this is amazing. I'm like, what am I supposed to say? I couldn't like grab, it took me a few minutes to like grab, they capture myself. Other crazy thing is I had these new shoes on that were super slick. If you watch my Instagram stories, you saw, I was like scuffing them up, trying to make them not slick. But I totally, I took a step and slipped on stage. I caught myself, but I was like, okay, no self, tiny steps, tiny steps. I don't want to slip in front of 35,000 people. Um, it was crazy. And I started talking and was crazy. I started talking.

Um, actually let me back up. I want to kind of go through, uh, some teaching points in here. Cause it's interesting. Like if you look at events and any kind of marketing for, for that matter, it's all about choreography. And I feel like Grant and his team choreographed some things really well and some things not so well. And, um, I think we're going to call them and kind of walk through some of my thoughts and feelings later after they kind of recover from this craziness. But just for you guys who are doing events, one of the big things is after Grant spoke, um, he did a charity pitch and it was like $67 to get access to the thing that you sell for like 10 grand or 20 grand or something crazy, really good offer. Um, and

that's something we do at our events. A lot of times we'll make a charity pitch on day one to teach people like how the process works to go by. And I think they were trying to do the same thing, but they did the charity pitch unbeknownst to me, right? And for $67 for like a $20,000 offer and people loved it. They start running up, they start running to the sides of the tables. And then right then is right when the screen went up and I walked out. So I walked out to all these people running to the side, to the back of the room, and running up the stairs trying to get this crazy offer that he had made to them, which was kind of, you know, from a speaker standpoint, the last thing you want is when you're coming out on stage for a big introduction,

to have people running to the back of the room buying. Like there should be, if you're ever selling, there should always be a break afterwards. People can get back to their seats and focus back on you. So that was one kind of missed choreographed piece. But they did raise a lot of money for charity. So that's good. So I come out there. I start talking.

And the echo is really bad. As I start talking, it's bouncing off. And I'd say something. And I talk fast anyway. So I'd say one or two things. And as I'm saying it, then the bounce is off the back of the wall. It would come back and hit me. And it caught me off guard.

So I'd hear myself again. And then I'd try to go again. And I'd keep bouncing back and forth. And man man it threw me off for the entire 90 minutes I couldn't keep my I can't keep myself like I never felt like I was like ever in the rhythm of it it's because the echo was so so bad um what's crazy then I had no idea I'm like maybe out there they can hear me but turns out the echo there out in the audience is even worse especially some of the upper seats if you sat in the upper decks which probably you know you know, 70% of the people sat up there, they couldn't hear anything. Um, in fact, after my presentation, um, I found out that tons of people were going to those

guys saying, we can't hear anything's happening. We need a refund. And it was this huge thing. And so I'm doing my presentation and you know, 70% of the audience can't even hear me. The ones who can hear me, it's still, it's muffled and it's echoey and it's hard. And I'm like not on my game because this echo is throwing me off and it's confusing. And it's like, oh, so I did my presentation. I was like, you know, I'm just going to do it and just hope for the best. About halfway through my presentation, they came out and said, slow down. Oh, and during my presentation, I showed some videos and a bunch of the videos, they worked, but the sound system was set up for like a concert. So it was a concert. Usually they crank up the bass and the singer singing on top of it. But with our videos and they crank up the bass that high, the bass of the videos comes through,

we can't hear any of the voices. So all my testimonial videos, you can't understand a word. Everyone said, I didn't understand a word of any of your videos, which is like all the setup for the, for the cell. Oh, anyway, so many things. And then they came out later and said, you know, we found out it's the, it's the mic on your, your face. That's the bad thing. So here's a handheld mic. So give me a handheld mic. So I was like holding a mic and holding my clicker and trying not to slip. And it was just like, Oh, so much chaos. What's up everybody. This is Russell Brunson. I've got something really cool for you today from my friend, Taylor Wells. Taylor spoke at our last Funnel Hacking Live

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Hey, this is Russell Brunson. And I want to jump in really quick to share with you a new assessment I found out that is insanely cool. You guys know I'm obsessed with personality profiles and assessments, but this one is different because not only does it help you understand yourself, but more importantly, especially for us who are entrepreneurs, it helps us understand our employees, our teams, and get people sitting on the right seats in the bus so they can get more stuff done. I just had a chance to interview Patrick Lanchoni talking specifically about this new assessment they created called Working Genius.

And the Working Genius is awesome. Like this test, I had actually blocked out an hour to take it because I was so excited for the new assessment. And it only took me like 10 minutes or less to get it done. Yet, even though it takes only 10 minutes, like you can actually apply this immediately. I took it for myself. I had my team take it. And what's cool about it is from there, we figured out exactly what people's working

geniuses are. And that's important because if you're building a team or a company, you got to figure out, make sure that you have first off the right people, but make sure the right people are sitting in the right seats on the bus. And this is what this assessment will teach you how to do. Now, normally this assessment, you can go to workinggenius.com and there's two G's in the middle, workinggenius.com, but I got you a 20% discount on the assessment, which is only $25. So don't stress. It's not an expensive test at all, but you get a 20% discount off when you put in the keyword secrets

at checkout. So go to workinggenius.com. Again, two G's, workinggenius, two G's in the middle, workinggenius.com, and then use promo code secrets, S G's in the middle, Working Genius dot com. And then use promo code SECRETS, S-E-C-R-E-T-S at checkout. You get 25% off. But then go take the test. Again, it takes you 10 minutes. But even in a 10-minute session, you will get something that is so insanely valuable to help you understand yourself, to make sure you're working in a spot that's going to give you the most joy, number one. But then number two, it's going to make sure that you are with your teams getting them in the right seats as well. So anyway, I love this assessment.

Go check it out at WorkingGenius.com and enter the promo code SECRETS for 20% discount. Take this test for yourself and for your team. And I promise you it will change the working dynamics amongst everybody and help your company to grow. Anyway, so when all is said and done, did the pitch, did my sell. Somehow, despite the fact that 35,000 people could not hear me, 690 heard well enough to run the back of them and sign up. So if you look at the numbers, that's 690 people times 3,000, we sold $2,067,000 in sales. So that's not too bad, especially considering even looking at the event now, that's more than all the other speakers made combined. So

even though it wasn't 3.2 million, it was less. And it wasn't the 10 that we were hoping for $2,670,000 is not too shabby considering all the craziness. Right. But obviously afterwards I was kind of just upset because I wanted 10. I didn't want to. So, um, and I was stuck in the stadium forever. I had to go pee and I take pictures with people. It was just huge. Like, Oh, so just all this all this stuff i just want to get out i just needed to unplug introverted russell needed to like unplug and go plug in like go hide somewhere and just like recharge and somebody took like an hour and a half two hours to like get out get out of the stadium get back to hotel it's probably closer to three hours but i got the hotel and then i laid on the bed and my wife was talking to me and i was gone out cold and i slept for like three hours i just like my body is shut down from all the stress and anxiety and the late nights and

preparing and everything went ahead of it. And so, you know, three hours later I woke up and I was like, Oh my gosh, what happened? I have no idea. I'm messaging Dave and Melanie and everybody trying to find out like, how do we run sales and getting numbers back? And they told me, I was like, I mean, first off, I was happy that 690 people heard me. Um, and you know, but you know, it's just, it's just disappointing to 2 million is amazing unless you're expecting 10, then it's like, Oh, like it sucks. Right. So that was kind of frustrating. And so I got up, ate some dinner and then kind of just started working on my presentation for the next day. That night I had a chance to meet with Myron Golden, the man, the myth, the legend. He came and helped me work on the presentation. And then that night Stephen came into the room where we were working on the presentation in a bathrobe, Stephen Larson.

And then me and him started wrestling and doing jiu-jitsu and fighting in his bathrobe, which was really fun. And that was the night. And I went to bed. All right. So that was day number one of 10 X. Now on the next podcast episode, I'm gonna take you guys into day number two and day number two. I'm gonna talk about what happened on the second presentation. Did we fix the echo? Did we sell the $25,000 thing we're trying to do? What happened in the locker room with Garrett White and a bunch of other cool

speakers? Um, and a whole bunch more. So thanks so much for listening to episode number one. I'll see you guys tomorrow for episode number two of the 10X live event. And we'll go from there. Thanks, everybody, and I'll see you soon. Want more marketing secrets? If so, then go get your copies of my two best-selling books. Book number one is called Expert Secrets, and you can get a free copy at expertsecrets.com.

And book number two is called Dot Com Secrets, and you can get your free copy at expertsecrets.com. And book number two is called Dot Com Secrets and you can get your free copy at dotcomsecrets.com. Inside these two books, you'll find my top 35 secrets that we've used to become the fastest growing non-VC backed SaaS startup company in the world.