Marketing Secrets with Russell Brunson - Behind The Scenes Of Our $100,000,000 Traffic Meeting

Episode Date: October 2, 2017

All the little things you're not doing to get more traffic now. On this episode Russel talks about the big theme in the company right now, which is going from ten million dollars a year to a hundred million. He talks about what they are doing to be able to build a blueprint to help others do what they have done. Here are some cool things in this episode: Hear why Russell is obsessed with writing books right now in order to leave a legacy. Find out which book will come after Expert Secrets in the series and what it will focus on. And find out what is happening next with the Marketing Secrets podcast. Listen to all this and more, and don't forget to get your tickets for Funnel Hacking Live before they are gone. Transcript - https://marketingsecrets.com/blog/behind-the-scenes-of-our-100-000-000-traffic-meeting Learn more about your ad choices. Visit megaphone.fm/adchoices

Metrolinx and Crosslinx are reminding everyone to be careful as Eglinton Crosstown LRT train testing is in progress. Please be alert as trains can pass at any time on the tracks. Remember to follow all traffic signals. Be careful along our tracks and only make left turns where it's safe to do so. Be alert, be aware, and stay safe. What's up everybody? It's Russell Brunson. Welcome to the Marketing Secrets Podcast, formerly known as Marketing Your Car. And right now we are back in the car, so I feel a little nostalgic. But going to a dentist appointment today, starting in six minutes.

It's probably a 10 minute drive and traffic is literally stopped. My wife told me not to take Shindon and I did anyway. My own fault. I should have listened. Anyway, that's what's going on today. 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, everybody. So I hope everyone out there is having an awesome time. It's been really fun this week. So if you listen along as we go, we had two weeks ago we had a fat event and then the viral video event, which went awesome. Then last week I had four days of inner circle meetings and a one-day consult. So last week I didn't do any of my own work. And yesterday was the first day I got to get back and actually do my own thing, which was awesome and exciting and amazing, and I'm so grateful for it.

And so it was fun to kind of get back to work. And it's been interesting, because I've been talking to Inner Circle a lot. I keep telling people, like, phases of business, right? Going from zero to a million, a million to ten, ten to a hundred. And if you've listened to me talk about this, it's going to be a big theme at Fun Hacking Live this year. And by the way, tickets for that are going on sale this week. So yeah, it'll be funhackinglive.com.

We should have some tickets to sales. We pre-sold over a thousand tickets already, so we don't have a lot of tickets left, but those are going on sale this week. So by the time you're listening to this, it might be live. So if you want to come to Fun Hacking Live, go to funhackinglive.com. Anyway, so, uh, so, um, that's been the big theme of my inner circle, theme of my company, everything like that. And yesterday was the first time I had a chance to really focus on the traffic part of it, which is fun because again, going from

zero to a million is all about figuring out your what and your how. Like, what are you selling and how are you selling it? Man, the sun is bright in my eyes, sorry. And after you figure that out, you know you figure that out because you go from zero to a million dollars overnight as soon as you figure that out. So figuring out the what and the how is the first phase. After you figure that out, then the second phase then is scaling that. So it's coming down to building out the infrastructure.

So actually let me step back. So zero to a million is really like everything we talk about in Expert Secrets, right? Finding out what you're selling, who you are, what your message, finding your voice, et cetera, et cetera. Then number two, going from a million to 10 is all about basically the dot-com secrets principles, building on a value ladder, front ends, back ends, like maximizing the journey and the process and all that kind of stuff. And so that's the second phase.

And the third phase is going from 10 to 100 million. And that's where we're at right now. So some of you may or may not know about TrafficSecrets.com from John Rhys. And that's going to be, I don't know if it's the next book, but it's the next book in the series that's going to be all about that part. It's going from how to scale the traffic size. So going from 10 to a hundred million. And so what was fun is like yesterday was the first time we had a chance to sit down in a room for like all day and plan and map and like really build out

that process. What's interesting is I look at, um, our business to this point, we've done well this year. Well, it doesn't matter. Um, you know, it's, it's grown really well, right? We're doing, we're doing, um, some, some pretty good things. Um, but what's been interesting is that if you look at how we've done things at this point, like the focus is all on the funnel. And so we build the funnel and that funnel is done. And it's like, okay, now we're gonna drive traffic and we go and we, you know, we buy ads and we do those kinds of things like that. Whereas this new phase, man, the sun is so bright in my eyes, the new phase that we're going into,

which is scaling beyond, it's all about getting more people into the front of the funnel, right? And so, because after you get people in front of the funnel, the structure, all the dot-com secrets are front end, back end funnels, value ladder, all this of already built out.

Like you don't need to keep adding stuff there. Now it's just like dumping more fuel into the fire. So that's kind of the phase that we're at right now, which is an exciting, fun phase, right? And so what's interesting is we were mapping this thing out. I wish I could show you guys. It's all the pre-funnel stuff. Like most people look at like, here's my funnel.

What's the ad I'm going to buy? And like the process we're working on and we're building out internally is there's like four phases that happen before you ever get to the ad. Okay. There's like the research phase. So it's like a whole bunch of research. We're going into, you know, like keywords, headlines, articles, like who we're trying to be, like funnel hacking deep. Right. So it's like the research phase.

And from there we have a bunch bunch of stuff like deliverables. We're saying, okay, based on that, here's the 30 or 60 or 90 headlines we need to create videos for. Here's the 15,000-word article we need to create. Here's the title and the keywords we're focusing on. And it's going through all the steps of the deliverables. Then after that, then it's like now you have to produce all that stuff. So the third phase then is going and, you know, for me it's doing a billion videos. I got off the busy street.

Doing a billion videos, writing the content, like all this is like the production phase. And then when the production phase is over, then it goes to the asset phase, which is like each video then turns into, you know, five thumbnail or five quote card, a YouTube video, Facebook video, this, like all the actual assets that need to be created. And then from there, then it's handed to the promotional team, which is phase five. And the promotion team that takes all this stuff and use it to promote the funnel. And so it's crazy, like so exciting. Um, I get, it honestly blows my mind that we built our company as far as we have based on literally us building a really good funnel and just turning on ads and that's it.

It's like we're missing. Again, it comes back to the tip of the iceberg. We're doing the tip. We're missing the rest. Now we're coming back and doing the rest of it. I really think outside of there's a lot of infrastructure and people and like other things that we need in places we're growing from, you know, to a hundred million and then beyond. Um, and so we're working on those kinds of things. But what's interesting is, um, from the traffic side, like that's what we're building out now,

building out the systems and it's exciting. So it is a, it is a process that's starting right now. It started yesterday. Um, and it will culminate probably the next 18 months in a book called traffic secrets. It'll be showing you guys behind the scenes of what, um, what it ended up becoming. Um, Oh, we're going to beat this light anyway. So that's, that is kind of what, sorry, you see how good of a driver I am? I always get messages after this like, Russell, you shouldn't be driving while you're talking. I'm like, I've got my hands, I'm good. Anyway, so that's the exciting thing as we're kind of building this out is after I've perfected the model, proven it, we used it to go from 70, 80 million to 700 million. Then we'll have a good blueprint to be able to show everybody like this is the traffic secrets.

This is the foundation behind it, which is kind of cool. So anyway, that's kind of what's happening over here and it's exciting and fun. And yeah, the only place we're really talking about is publicly. Some of you guys are in our Fill Your Funnel course. That's where we're really going deep into this and kind of mapping out the strategy and this process and this plan. But we're trying to figure it out all internally on our side. So as we keep getting it better, we'll be publishing it there

until we've got it all perfected and it becomes a book. But I want you guys to think more about that. Think more about all the front-end stuff that you do to get traffic into your funnels. Again, most of us just spend all this time and energy and effort getting the funnel right, and then we turn on ads, and that's it. There's so much more that goes into it before. Anyway, that's kind of what's happening here. A couple other exciting developments.

One thing is if you've been listening to the Marketing Your Car podcast for any amount of time, or Marketing Secrets for a long time before that. I have somebody, a secret spy right now, going through all the past episodes. Is this the right road I'm supposed to go on? I think it is. Anyway, categorizing all of it and we're going to be turning this crazy podcast. We're going to take out all the crap and all the fluff and all the ones that were just me rambling incoherently and finding all the best and putting them into a chronological order, not chronological, but the right order, and actually making a book called Marketing Secrets.

You can't tell, I'm kind of obsessed recently with making books. We got the Expert Secrets book, which is two years of my life. Cookbook, which was like Funhacker Cookbook. If you haven't got that, go to funhackerscookbook.com, or funnelcookbook.com is actually easier to remember. Funnelcookbook.com. In fact, right now, I think it's $10 plus shipping or something like that to get a 350-page spiral-bound cookbook,com. And, uh, in fact, right now it's, I think it's 10 bucks plus shipping or something like that to get a 350 page spiral bound cookbook, which is insane. But, um, I'm really, I'm really into the whole book thing. Um, I think books create legacy more than anything else.

And at this point in my career, it feels like that's what my, I'm getting drawn to is stuff that's legacy as opposed to promotional stuff. So you may see a couple more books coming out of me over the next few years. And hopefully they turn out good. I've tried to write two really good books. I think the first two turned out good. I'm proud of them. So hopefully you guys will like the other ones. But this one I think will be a fun book.

It'll be kind of like an ongoing series called Marketing Secrets where every three years I can publish a new book. It's like, hey, here's the next 400 marketing secrets that came out of me driving in my car back and forth. And here's just idea after idea after idea. The first two books, Dotcom Secrets and Extra Secrets, have been very much process-based. It's like, all right, you have to go through step one, step two, step three, step four, kind of like that. Whereas Marketing Secrets, the goal is to be more like you flip it open and you just grab, like, hey, what's secret 27? Oh, cool, urgency and scarcity.

I could use that here. Here's your marketing secret 292 so anyway that's kind of the game plan with that book so it'll be fun so that would probably be the next book and then oh god so they're cool anyway it's my cool things so anyway that's all i got you guys almost the dentist so i'm gonna go hang out with them appreciate you all for listening subscribing if uh you're not subscribed yet go to itunes and subscribe i think last i checked we're number like three or four top business podcasts in the world Appreciate you all for listening, subscribing. If you're not subscribed yet, go to iTunes and subscribe. I think last I checked, we're number three or four top business podcasts in the world.

So thank you for that. Hopefully we can keep it ranked up high. But yeah, come listen, subscribe, and hang out with us. And we'll keep giving you the goods. All right, guys. Appreciate you all. Talk soon. Bye.

Want more marketing secrets? If so, then go get your copies of my two bestselling 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 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.