Marketing Secrets with Russell Brunson - ClickFunnels Startup Story - Part 4 of 4 (Revisited!)

Episode Date: August 18, 2021

On today’s episode you will hear part 4 of 4 of Russell’s interview with Andrew Warner about the Clickfunnels start up story. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- Hey everyone, this is Russell Brunson. Welcome to the 4th and final installment here of the interview with Andrew Warner at the Dry Bar Comedy Club, where he’s going deep into the Clickfunnels startup story. I hope you’ve enjoyed it so far. You know, throughout this entire interview, it was really fun. He brought my wife onstage and some of my partners onstage, and brought other people who didn’t like me at first onstage and kind of shared all these things. I hope all you guys are enjoying it and really enjoying this interview. I hope that this starts making you think about your startup story. Some of you guys are living your startup story right now, and maybe you’re depressed or nervous, or scared, or afraid or whatever. And hopefully this gives you motivation to know that I was there too. In fact, I’m still there many times, but it’s okay and it’s part of the game and part of the process. And someday you’ll look back and you’ll have someone like Andrew interviewing you about your startup story and you’ll be so grateful for the trials and things you’re going through now. So with that said, we’re going to queue up the theme song, when we come back we’ll listen to part 4 of 4 of the Clickfunnels startup story interview with Andrew Warner at the Dry Bar Comedy Club. Andrew: And I know a lot of you have asked me what’s coming up next and Russell’s going to talk about that, how you’re going to get to Sales Force level, but why don’t I take a couple of questions from someone. Is there anyone who’s been sitting here going, “I can’t believe Andrew didn’t ask that.”? Is there anyone who has something standing out for them? Should we just have them onstage. Unknown person: We got mic’s. Andrew: We got mic’s from over there, okay. Audience member: Alright, a little bit deeper of a question. What is something, I know you’re strong in your faith, family, God, I mean kind of all around, what’s something that’s really made you who you are? You’ve mentioned before that made you as a marketer with your dad, you’re up late watching an infomercial. But what’s something that inherently that could have been experienced, maybe a quote in the back of your mind that’s just driven you, it could have been something that your parents taught you when you were young. What is, is there, it’s kind of a little bit difficult of a question to look back, there’s probably a million things. But what are one or two that really stick out, that make you the person that you are? Russell: I have a million thoughts just racing through my head. The one that just popped in the front, so I’ll share that one, hopefully it’s good. I remember when I was a kid my dad gave me a job to go clean the car. I went out there and I cleaned the car, I did my best job, I thought. And I came back in and I was like, “Hey dad, it’s clean. Can I go play?” I was like, “Come look at it.” So he could let me go out and play. And he was like, “Well, is it good? Are you proud of it?” and I’m like, “I don’t know.” And he’s like, “Well, are you proud of it.” I was like, “I don’t know.” And he’s like, “Go work on it until you’re proud of it, then come back and let me know.” And I was like, oh man. So I go back out, and I was like, “Am I proud of this?” and I was thinking about it, I guess technically I’m really not that proud of it. So I was like trying to do more things, trying to clean it better, and to the point where I was actually proud of it. And then I came back and I’m like, “Dad, okay the car’s clean now.” And he’s like, “Are you proud of it.” I’m like, “I am.” And he’s like, “Okay, you can go out and play then.” I think for me that was such a big thing because it was just like, that internal “Am I proud of this thing that I’m giving, that I’m putting out there?” and if not, keep doing it until you are. And I don’t know, that was one of those little weird dad moments that he probably didn’t mean as a teaching opportunity, but definitely has been big for me ever since then. Andrew: Good question. Is there one on this side? While you’re finding a person who has a question, Whitney, did you have more to say? You were going to ask more, right? Yeah, can you get the mic over to Whitney, please? She’s right over here. I know I didn’t ask your full question. Whitney: Hi Russell, how are you? Russell: Awesome, how are you doing? Whitney: Good. So with your business, what is, back to like when you were first starting, I kind of want to know, what’s the one thing when your business was really hard, when you were really struggling, what’s the one thing that kept you going? Just in the back of your mind. And then I have a second part of that. What would you say was your biggest failure and what was the greatest lesson you learned from it? Russell: That’s not an easy question. Andrew: The biggest failure. Russell: Oh man. So the first question was, what was the first one again? Thinking about the biggest failure, I’m trying to…Oh, what kept it going? Andrew: Give me a sec. Are you going through that now? You are, what are you going through right now? Can you stand up and get close to the mic? I can see that this is a meaningful question for a reason. What’s going on? Be open. Whitney: I’m just trying with my business, I’m trying to get my message out there. I’m really, I’m just baby parts of Clickfunnels, so I’m just figuring out how to do a funnel still. But my company is called Creating Powerful Women, so I am just trying to teach women how to grow a business while they grow their family at the same time. And I’m doing that right now, because I have 3 little tiny girls. So I’m just like, okay, I’m still trying to figure out this myself and then teach women how to do it at the same time. So it’s just, I’m still in that struggle phase. Andrew: Is it partially because you feel like an imposter, how can I tell them what to do? That’s what I was saying to you earlier. Whitney: When I don’t even know. Yeah. {Crosstalk} Whitney: I feel like I need to have that success level before I can teach women to go out and do it. But the reason when I found you in the hall, and I said, “I want Russell to be vulnerable and tell like the nitty gritty parts of the story.” And those stories are what make people relatable to you, that’s kind of where I’m at, as I realize that I grow a bigger following and a bigger audience when I’m more relatable to them, which I realize I don’t need to be up at that level to do that. Andrew: I get that. Russell: So my question for you is, have you been working with women? Helping them so far? Tell me a story of someone you’ve helped. I’m curious. Whitney: So I went through post partum depression a couple of years ago, after I had a baby and a lot of the women I’ve been reaching out to when I shared those stories, those women have been coming to me saying, “Hey, how do you get through this struggle? I know you’ve gotten past that, so I want to hear the hard stories that you went through.” So a lot of the people who I’ve been coaching one on one have been people who have gone through those exact same things  that I have. Russell: Okay when you do that, and you share the stuff with them, and that clicks for them, how does that feel? Whitney: Like I’m fulfilling what I was put on this planet to do. Russell: That’s the thing. That’s the thing that keeps me going. It doesn’t happen often, but it happens often enough that I crave that. I’m super introverted, so it’s always awkward for people to come to me, but I still love when they come to me and they’re like, “Hey, just so you know real quick…..” Like last night, we were in San Francisco, or San Diego, excuse me. Someone came up to me in the hall and I was kind of like, I’m nervous to talk to you but you’re going to talk to me. And he said, “Hey, just real quick, you legitimately changed my life, you changed my family.” And started tearing up. And I was just like, I let myself feel that just for a second and then I go back to the awkwardness, but for a second I feel that. And It’s just like ahh. That’s what it’s about you know. I use Voxer for my coaching clients. So every time they Vox me and say something like that, there’s a little star button and I star it and it stores them in this huge thing of all the starred ones. So now days I’ll go back and I’ll listen to that and I’ll listen to people like 2 years ago that said something about how something I did effected them, and it’s just like, that feeling. Because everything we do in this life is for feeling’s right. Everything is just a feeling we’re looking for. We eat because we want a feeling. We did this because we, I wanted a feeling. We’re doing everything for a feeling. So it’s like if I can remember the feelings of the thing I’m trying to get, and I can experience it again, then it, that’s what gets me and keeps me going.  And I think that any of us that are lucky enough to have those feelings, a lot of times we forget about them. No, remember that because that’s the thing, when it’s hard and it’s painful and it’s dark, it’s that feeling that’s just like, that’s the, you remember that and you let yourself experience it again for a minute. And then for me, that’s like, okay, I can get back up and I can go again. Andrew: Great question, I’m glad you asked it. How about one more over there? You know what, yeah, let’s give her a big round of applause, please. Audience member: I was actually going to ask a little bit about that vulnerability. I was surprised, I’m big in the SAAS space, I’ve been to Dream Force, follow a lot of Clickfunnels. It’s pretty rare to see a CEO want to put themselves kind of on the roasting side of things. You’re from here, from Sandy. I was just kind of surprised, what was it that really compelled you to kind of want to come back and do this in Utah? When I saw your email I thought it was a clickbait scam. Russell: Oh it is, we’re selling you something next. Audience member: I really thought I was going to come and it was going to be a video of your face spinning and it was going to be like, “Hi, we’re here.” Because I follow Clickfunnels, but it’s just really rare, especially being down in Utah county, that was kind of unique that way. Andrew: Wait, one sec. Does Clickfunnels allow me to actually place someone’s city in the headline, like I want someone from San Francisco, you could. Oh, alright, I get it. Audience Member: It said like Idaho, we’re in the surrounding areas, it’s going out to 8000 people, limited seating. So as a marketer I was just like, is this a real thing? You know. So I showed up and I was excited to see you. But why come back to Utah, what does this event mean to you and why want to be vulnerable and kind of open up? I learned a lot about you personally that was great to hear from a business side. Russell: So my beliefs are, and I believe we have the best software company in the world, so I’m going to start with that. But if it’s just about the software, then it comes down to who’s got what feature. People are moving and shifting and changing because of the features. That’s the thing. So Clickfunnels was like, no it has to be more and it has to be a thing. And it’s interesting, people who sign up for Clickfunnels, who click on an ad, they come and sign up. That’s why John can’t do, it doesn’t work that way. They sign up for a web, clickfunnels is a website builder for crying out loud. You boil it down, we are a website builder. That is boring. So people don’t come for that. They stay for that. That’s why they stay, that’s why they stay. But they come because of a feeling, and they come because of a connection. I want to be able to take the videos from here because if I can more people who come through my funnels to hear this story, they’re going to stick with Clickfunnels because they realize we have a soul. There’s a reason behind this, it’s not just the software company who’s trying to make a bunch of money. We’re actually, we have belief behind it. So that’s why we do all these things. That’s why I still write books. That’s why we do videos. That’s why we do vlogs. That’s why we do this fun stuff, because it builds connection with people, and connection really keeps people staying, even if some other company’s got a different feature than we do, or it’s cheaper and we’re more expensive, or whatever. So that’s the big reason why we still do it. And then I thought it would be fun to come down here because I grew up not far from here and it’s just kind of a fun thing. We’ve been working with the Harmon Brothers and we started another project with them and their family owns the Dry Bar Comedy Club, if you guys have ever watched Vid Angel, that’s one of their families companies. When Vid Angel had their little hiccups, they shifted all the programming to this, the Dry Bar Comedy Club, so we used to watch all the comedians here. And I was like, this is like the coolest location to do something like this. And one of the other side jokes, I don’t know if I shared this with you or if it was just in my head, but Andrew is famous for doing these big scotch nights, and as a Mormon I can’t drink scotch. And I was like, what if we did this, but at a Dry Bar, just this funny play off of that? And it all worked out. Andrew: You know, usually at events I do scotch night afterwards and say, ‘Everyone come back to my room.’ That’s not going to go over very well. But Dave’s been to mine. He drinks water and feels comfortable. We have good water for Dave. How about one more, then I want to get into the future. Audience Member: So you always talk about how, like for Clickfunnels you guys took like 6 tries to finally make it work, right. And how most of the time when you guys start something it doesn’t work the first time, that’s why you have audibles and all those things. So I was wondering as someone that, you know I’m starting and getting that, kind of like that lifts, what is the biggest thing that you see, versus like a flop funnel versus something that kind of takes off and explodes? What’s the audible or the change that you normally do that shift or the message change or whatever it is, that makes it finally take off? Russell: Traditionally the difference between a funnel that works and doesn’t work, I’d say it’s probably 50% offer. Like if the offer’s wrong it’s not gonna, that’s usually the first thing. But then if it’s actually a good offer, that people actually want, second then is usually copy. So like what’s the hook, those kind of things. And then design is probably 3rd. All that stuff that Theron and those guys didn’t like at first. The things that, because it’s not like we just made up this stuff, you saw 8000 funnels we tested and tried in the journey of 15 years of this, that now we know what things people convert on. So it’s just like looking at stuff that you know is working and modeling it because you this structure works, this kind of thing. But usually when something is broken it’s coming back and figuring out, this offer’s not right. People didn’t want it. And that was the problem with Clickfunnels. The offer, we took 4 or 5 times to get the offer right, and then as soon as the offer is right, you can tell when it’s right because people will buy, even if everything else is bad, if your offer is amazing people will give you money for it, you know. So that’s definitely the biggest part, and from there it’s copy, then design, then all the little things that stress some people out, like me. Andrew: So I’ve got, we’ll come back. I see there are a few people that have more questions; we’ll come back to them in a moment, including you. I promise I’ll do more. But you did tell me about all the different things you guys are working on now. Of all of them, what one is going to get you the closest to Sales Force level? Russell: That’s a good question, there’s so many things. So I would say, I’m going to ask you a question is that alright? Have you ever played bigger yet? Played bigger? Playing bigger?  Andrew: No, what do you mean by that? Russell: That’s the name of the book right? Play Bigger? Andrew: Oh Playing Bigger, the book. No. Russell: Yes. So that’s book’s been interesting, if you guys haven’t read it, it’s one of the biggest ones as a team that we’ve been reading. But it’s all about designing the category and becoming the king of that category. So I feel like we are the king of sales funnels, and that’s our category, the thing that’s going to be there. And then if you read through the book, the next phases are like, building out the ecosystem that supports you as the category. And the fascinating thing about sales force, if you look at it when, I probably shouldn’t say this on video because someday Mark Benioff’s going to watch this and be like, “I’ll never give you money.” But sales force isn’t great software, right. It’s this hub that things are tied into, but the reason why they did 13 billion this year, they’re trying to get to 20 billion is because they built this ecosystem. The ecosystem is what supports this thing and grows it up, and builds it. And that’s like the next phase. So I think for us, it’s like we have this, we have funnels which are the key. It’s like the CRM for them, it’s the central point. But it’s then bringing all the ecosystem, it’s building up all the things around it, right. Andrew: Letting other people create things on your platform, becoming a platform. Russell: Yes, becoming a true platform. Andrew: can you create a platform when what you want is the all in one solution when you’re saying, “you don’t have to plug in your chat bot to our software. We’re going to be chat bot software.” “You don’t have to plug in infusion soft, we’ve got email marketing in here or mail chimp.” Russell: It depends, because you look at Sales Force is similar too. They have their own things that they either acquire and bring them in, or they build their own, things like that. And I think it’s a hybrid of that. I think it’s, we allow people to integrate because some people have tools. We will, our goal is to always be the best sales funnel builder on planet earth. We may not be the best email auto responder in the world, we have one and that increases our revenue. And people who love us will use our email auto responder, but there may be some other one that’s better. But it’s not our big focal point. There may be a chat bot that’s got more features and more things, that’s not gonna be our focus to make it the best, but we’ve got one built in to make it. So theer will be, that’s kind of our thought, that we will have the things included, so if people want to go all in they can use it. But if they love yours because of these things, they can still bring that and still bring it in. You know, and then as we grow, who knows what the next phase is. Is it acquisitions, finding the best partners? People that most of our members are using, start acquiring companies and bringing them in, internally similar to what Sales Force does, growing the platform. Andrew: Just keep letting people build on your platform and then does that make the platform more valuable, or do you guys get a share of the money that people spend on these external tools? Russell: Both, I think. Stripe for example, Stripe, I think we process 1.7 billion dollars through Stripe. We make over a million bucks a year from Stripe referral fees, for just letting them connect with us. So there’s value on both sides because it makes the platform more valuable because people can use it easier, but we also make money that direction as well, and those type of things. Andrew: Okay, what is Actionlytics, Action… Russell: Actionetics. Andrew: Excuse me. Russell: So that was Todd’s name. He loved that name. So Actionetics is, it’s what we call internally, follow-up funnels. So we have sales funnels, which are page one, page two, page three, page four. Then a follow-up funnel is send this email, send this text message. “Here’s the retargeting pixels, here’s the thing.” So it’s the follow-up funnels. It’s all of the communication that’s happened after somebody leaves the page with your audience. Andrew: And that’s a new product that you guys are creating? Russell: Yeah, it’s been, actually we make more revenue from Actionetics than we do from Clickfunnels right now. We’ve never marketed it outside though. Andrew: I can’t get access to it, it asked me for my username and password. I said, I don’t have that, so how do I sign up for it? Russell: it’s only been in beta. So we opened up at Funnel Hacking Live, people signed up there. And then we kept it down for a year, then we opened it, so two Funnel Hacking Lives we opened it, and then my birthday we opened it. So that’s it. But we have, it’s over, 12-13 thousand members who have upgraded to that. And then we’re probably a couple weeks away from the actual public launch where people will be to get, everyone will be able to get access. Andrew: And already people are spending more money on that than Clickfunnels? Russell: Yeah, because it starts at $300 a month versus $100. So it’s the ascension up. So they go from $100 a month to $300 a month and then the new one, it scales with you. Because we’re sending emails and Facebook message, it gives us an ability to grow with the platform as well, and not just have a $200 a month limit. Someone might pay $1000 or $5000 depending on how big their lists are. Andrew: You’re really good at these upsells, you’re really good at these extra features. How do you think about what to add? How do the rest of us think about it, based on what’s worked for you? Russell: Okay, that’s a great question, and everyone thinks it’s a product, the question most people ask is, what price point should my upsells be? It has nothing to do with that. It has 100% to with the logical progression of events for your customer. So when someone comes to you and they buy something, let’s just say it’s weight loss. So they come to you and they buy a weight loss book right, and let’s say it’s about how to get abs. So they buy that, the second they put their credit card in and click the button, in their mind that problem has now been solved. I now have six pack abs, the second it’s done. And people don’t think that. So what people do wrong is the next page is like, “Cool, you bought my abs book. Do you want my abs video series?” it’s like, “No, I just solved that problem. I gave you money. It’s been solved.” So what we have to think through, for logical upsells is like, “okay, I just got abs, what’s the next logical thing I need?” So it’s like, “Cool you got abs now, but how would you like biceps? We can work it out. This is my training program to grow here.” For funnels it’s like, here’s this funnels software, or here’s this book teaching you how to build funnels, but after you have a funnel you need traffic. So traffic’s the next logical progression. So as soon as someone’s bought something, the customer’s mind, I believe, that problems been solved. And it’s like, what’s the new problem that’s been opened up, because that problem’s been solved. That’s the logical… Andrew: I got my email addresses because of Clickfunnels, the next problem I’m probably going to have is what do I send to people? And that’s what you’re solving. What about this, fill your funnel, it’s a new software. Russell: Yeah. Andrew: What is it? Russell: How do you know these things? That is good, you have been digging. So I’m writing my third book right now, it’s called Traffic Secrets, and then on the back of it we have software that’s called Fill Your Funnel, that matches how we do traffic with the book. So when someone reads the book, you login and the way we do traffic, we focus very heavily on influencers. We call it the Dream 100. So you come in and you login and you’re like, “Here’s the people in my market. There’s Tony Robbins, there’s Andrew..” you list all these people and it starts pulling all our data, scraping all their ads, their funnels, everything  and shows you everything that’s happening in their companies, so you can reverse engineer it for what you’re doing. Andrew: So if I admire what John is doing for you guys, I could put you in the software, you’ll show me what you guys are doing, and then I’ll be able to scrape it and do it myself. You’re nodding. And you’re okay with that? John: It’s awesome. I’m excited. Russell: Excited. Andrew: Have you been doing that? Is that part of what’s worked for you guys at Clickfunnels? John: Yeah, we like to, we call it funnel hacking. We like to look and see what other people are doing. Andrew: So you’re actively looking to see what other, man as an interviewer that would be so good for me to understand what people are doing to get traffic to their sites. Alright, so… Russell: We buy everyone’s product, everyone’s. I bought Drew’s like 6 times. Yeah, you’re welcome. Just because the process is fascinating to see. Andrew: And then the book. What’s the name of the book? Russell: Traffic Secrets. Andrew: Why is everything a secret? What is that? Russell: I don’t know. Andrew: No, I feel like you do. I remember I think it was… Russell: It all converts, 100% because it out converts. Andrew: Because the word, “secret” out converts? In everything? Russell: Everything. I used to onstage be like, “The top three myths, the top three strategies, the top three lies, the top three everything” and like “secrets” always out converted everything else, and then it just kind of stuck. Andrew: And then that’s the name of this book. I’m looking here to see…yeah, Melanie, she told me when you organized this event you said, “Secret project”. That’s it. Russell: If I just tell people what’s happening then they like, “Oh cool.” I need to have to build up the anticipation. Andrew: Even within your team? Russell: Especially within the team. Yes. Andrew: Especially. So secret is one big thing. What else do you do? Russell: Secrets, hacks… Andrew: No, within the team. So now you get them interested by saying it’s a secret. Russell: So I’ll tell them a story, I’ll tell them the beginning of a story. I’ll be like, “Oh my gosh you guys, I was listening, I was cleaning the wrestling room and I was going through this thing, and I was listening to Andrew and he was doing this campfire chat and it was amazing. And he’s telling this whole story, and I have this idea, it’s going to be amazing. But I’ll tell you guys about it tomorrow.” So what happens now, is they’ve got a whole night to like marinate on this and be like, “What in the world?” and get all excited. And then when they show up, they’re anticipating me telling them, and then when I tell them, then I get the response I want. If I tell them they’re like, “Oh cool.” I’m like, no, you missed it. I need that, in fact, I’ll share ideas all the time, I’ll pitch it out there just to see. I know it’s a good idea because Brent will be like, “I got chills.” Dave will start freaking out, and that’s when I know, “Okay, that was a good idea.” If they’re like, “Oh that’s cool.” I’m like, crap. Not doing that one. It’s the same thing. Andrew: I’ve heard one of the reasons that you guys hang out together is one, he’s an extrovert and you’re an introvert, but the other one is Dave will one up you. Russell: It starts the process. This is the bubble soccer event we did. Initially it was like we’re going to have influences, or we were launching the viral video and like we need, let’s bring some people into it. And then we were asking how someone could bring big influencers, like “you have to do something crazy. Like get a Ferrari and let them drive over it in a monster truck.” I was like, “That seems extreme.” I was like, “What if we played football on the Boise State Stadium?” And Dave’s like, “What if we did bubble soccer? What if we tried to set a Guinness book of world records…” and then next thing we know, we’re all Guinness book of world record champion bubble soccer players. It was amazing. Andrew: And that’s the thing that I’ve heard about your office environment. That it’s this kind of atmosphere where, see for me, look at me, I’ve got that New York tension. When I talk to my people and I talk to everyone it’s like, “You’ve gotta do something already.” And you guys like fun, there’s a ball pit or whatever in the office. Am I right? You go “we need a, we’re gonna create a new office. Let’s have a bowling alley in it and a place to shoot.” That’s the truth. Russell: It is the truth. It’s going to be amazing. Andrew: Does he also tell you, “We need to do something this weekend. Date night, it’s a secret.”? Russell: Maybe I need to do more than that, huh. Andrew: Yes, does he use persuasion techniques on you? Russell: It doesn’t work on her. Andrew: No. Russell: She’s the only person I can’t persuade. It’s amazing. My powers are useless against my wife. It’s unfortunate. Andrew: Do you actually use them, or when it comes to the house you go, “come on, I’m tired already, just…”? Russell: I tried to do something today and she was like, “That was the worst sales pitch ever.” I’m like, “Dang it. Alright, I’ll try again.” Andrew: Hey Siri, text my wife “I’ve got plans for tomorrow night. So good, Russell just told me about it. I’ll tell you later. Secret.” Period, send. Russell: That’s amazing. Andrew: Wowee. Does anybody know how I can get a babysitter here. {Audience speaking indistinctly} Andrew: They’re a little too eager to spend time with my kids. Thank you. Alright, I said I would take a few more questions. I know we’re almost out of time here. Who was it, it was someone on the right here that was especially, you looked, uh yeah you, who just pointed behind you. Audience Member: Hi, okay, Russell I’ve been in your world since about 2016.. Andrew: Hang on a second, who the, I’m sorry to curse, but who the f**k comes to a software event and goes, “I’ve been in your world.”? This is amazing about you. I’m in San Francisco, there’s nobody that goes, “I’m so glad I’ve been in the hubspot world.” It doesn’t work that way. I’m sorry, I had to interrupt. Okay. I’ve been in your world. He’s selling you software, you’re in his world. Sorry. Audience member: You have to listen to his podcast, it’s a.. Andrew: I’ve listened to his podcast. It’s just him talking. Audience Member: He talks about it, it’s a universe. He creates a universe. Andrew: You know what, here’s the thing that blew my mind. I thought it was him in a professional studio, I saw him in San Francisco, he’s talking into the voice recorder on his phone. Okay, yeah. I gotta feeling that Russell’s going to go, at some point, “Religion is just an info product. I think I could do a better job here.” Alright, yeah. Audience Member: okay, I entered the Clickfunnels universe in 2016 and since that time, I came in with a lot of hopes and a lot of, it was just a really exciting experience to have you break down the marketing, you really simplified it right. So I see that, I’m an ambassador for the one comma club challenge right now, and people are coming in with such high hopes and such tremendous faith and trust in you. And I have a friends that I brought into it and everything and they’re coming in, just like, they’re really staking a lot on how they’ve persuaded to join your universe. Sorry, universe is the wrong word. But from that, I guess the question is, there’s a few things. I think a lot of people are afraid of that type of responsibility in the products that they’re delivering, and of course there is a tremendous failure rate of people who don’t get what they’re persuaded in. So there’s a lot of magnification on the two comma club, and the people there that are the successes, but the question that I have is, the responsibility that you feel for that, I feel that you feel the responsibility because you’re constantly looking for new ways to simplify, bring in new coaches, bring in the new team, make products and offers that are completely irresistible. Truthfully, I went to Funnel Hacking Live, I’m not spending any money, 20 thousand dollars later. I mean it was truthfully so irresistible, but you’ve crafted such unique things in an effort to truly serve that client and really get them to the place that they’re looking to go. So I’m not sure if the question is coming out, but there’s a lot of responsibility that all these bright eyed, bushy tailed you know, wannabe marketers are coming in really truthfully feeling the genuine just truth that you’re telling them, but then there’s a big crash and burn rate too, which is normal in that space. I’m not sure what the question is. Andrew: Congratulations  to the people in the two comma club, what about the people in the no comma club. What do you feel is a sense of obligation to the people who aren’t yet there? What do you feel about that? Russell: Is that the question? Andrew: Is that right? Audience member: I guess the question is, there’s two parts, one is the responsibility that other people are feeling, the fear that they’re feeling to put something out there because they’re afraid of a failure rate. So just like, Whitney over there was talking about, she’s got those fears. So there’s normal fears that come along with that, so how you deal with that, in that it’s not because of lack of delivery on your end, but there’s still people who are spending tremendous amounts of money, or small amounts of money that just aren’t getting what it is. So it’s really about your internal feelings about that topic. Russell: It’s a good question. There’s a lot of different ways I could answer it. I’m trying to think, for me it’s a big reason I do have a con stripe, because I do feel like I have a huge obligation to people who sign up for our stuff. So I’m always thinking, how do we simplify this, how do we simplify it? What’s the best way to do it? What’s the thing? But that’s also what creates innovation right. It creates the ideas, it’s that, how do we serve these people better? How do we serve them better? Probably the best analogy, in fact, Brandon over here was working on a video that he sent me last night, that I had a chance to watch, it was really cool. We had Sean Stephenson speak at the second Funnel Hacking Live. Was anyone there for that one? A couple of you guys. Sean Stephenson, if you know him, is the 3 foot giant. He’s this little dude in a wheel chair, one of the coolest humans on earth. And he told this story, it was funny because man, I had another emotional connection watching it last night actually, watching it. And he talked about stories like, “How many of you guys here are upset because you got 17 followers on Facebook and you’ve got 13 likes on your YouTube video, and you’re pissed because of all this stuff.” And I think of a lot things that way. “I’m trying this thing, I’m not a millionaire yet, I’m not making any money, blah, blah, blah.” And they’re upset about that right. And what Sean said, he’s like, “Do you know how they choose who they’re going to save when a helicopter is flying into an ocean and there’s a boat that’s wrecked with all these people. Guess how they choose who they’re going to save?” and he said, “What happens is the helicopter drivers, they fly over there and go down to the people, going to save them, and guess who they save, they save the people who are swimming towards you.” He says, “That’s how you do it. If you try to save everyone, it will drown you, it’ll drown the boat, and everybody dies. But you save the people who are swimming toward you.” And then he came back and said, “Those 17 likes on your video, those are the 17 people who are swimming towards you. You have to understand that.” So for me it’s like, we talk about the money because that gets people inspired, but when it all comes down, the really internal belief, no one really cares about the money. They want the feeling of the connection and the help and they want to change the world. They have their thing, and so it’s like, we talk about the money because it gets people excited, but I don’t know anybody who that’s the real reason why they’re in business. They’re in because they want, they want to help those people that are coming towards them. So you notice when you get deeper into the culture, it’s not just money, money, money, money. It’s how do you serve, how do you impact, how do you change the world, how can you get your message clearer, how can you do those things? And when you shift from the money to that, then the money starts magically coming. So for me, it’s just like how do we get more people thinking that way more often. I don’t know if that’s the right answer or if that helps at all, but it is definitely something I feel a big obligation for but I also feel like I’m super grateful for the people who are willing, I’m grateful to Don Lepre, spent all that money doing the infomercial on that thing. And I didn’t implement it back then, when I was 14, right. I’m grateful to the next guy who re-inspired me and I bought the thing and didn’t do anything and then next person and all those things, because eventually it stuck. So for me, it’s like I’m going to keep creating offers and keep doing cool things, and trying to inspire people because it might not be the first or the second or the fifth, but eventually if I keep being consistent on my side, it’s going to keep getting it and eventually the right people, those who actually have something they want to share, something they actually care about what they’re doing will figure out the way. And we’re just going to keep trailblazing and trying to do our best to make a path that they can all follow. So that’s kind of how I look at it. Andrew: Great question. Let’s close it out with one more. Yes. Dave did you find someone, because I just found someone right here. Why don’t we do two more then? Since you found one and I found one. What’s your name? Sorry, Parker? Parker. Go next. There we go, let’s go to Parker next and we’ll close it out with him. Parker: Alright, so the biggest question I have for you Russell is, I’ve seen you guys’ amazing group you guys have at Clickfunnels, and every time I go in your guys’ office it’s nothing but excitement, energy, and not only you don’t have to inspire your workers to work for you. They come there excited and hearing your amazing stories that John and Brent had of, they stayed with you for all this time and you pushed them and they pushed you and there’s this amazing cycle. I’m curious as far as, because I want to have an amazing group like that one too so I can affect the world the same way that you have, and even do better than you did. And that’s a completely admiration thing, that’s I don’t know. Dave: Cut from the same cloth here. Russell: That’s his dad. Dave’s son. Andrew: Oh got it. That makes sense. Parker: The question I have for you is, how do you find those people? Is it nothing but like a whittling out process or do you see these characteristics already in the people that you have? Andrew: One sec, how old are you? Parker: I’m 20 years old. Andrew: 20 years old and you admire your dad and the guy that he works with so much that you want to not just be like him, but be more like him? Can you take of my kid tonight? Sorry, that’s amazing. Does your dad come home with this energy like this energy like, “We’re going to capture the world. This is what we’re going to do.” Parker: it is the funniest thing. Oh my gosh. Every way you see him online, social media, whatever the heck it is, it’s exactly the same way he is at home. When you see him on the tv talking about like, “Oh this is…” or when you interviewed him. Andrew: I’ve watched his podcast, I see that thing. {Crosstalk} Parker: you know as much as I do then. Andrew: What did he motivate you to, like to sell as a kid, or to upsell as a kid. Parker: So he would like talk to us like he was a sales person basically, in the aspect of he talks about things as far as, this person did a terrible job at selling. They could have done this, this, this and this.” And we’re like 10 years old, I think at the time, I think. I don’t know. It’s more of a recent change since he joined clickfunnels and he’s got this amazing excitement and energy. It’s an amazing thing and I wish to have to people like my dad when I become a, when I start to do my own thing. Andrew: It is contagious isn’t it? Parker: yeah, it totally is. Andrew: And I’ve been watching, what’s this new Vlog that you’ve got. It’s on Russell, it’s on Russell Brunson’s YouTube channel right? I’m at the end of it going, “Hell yeah, why am I taking a shower now. I gotta go, I got stuff to do.” Right. These guys are out there taking over San Francisco, that’s my city. So I guess you’re feeling the same way at home. Now, he’s there twice, he suddenly owns a place. So your question was…? Parker: My question was basically, how do you find these amazing people to work, not only for you, but with you and to help you accomplish your dream? Is it whittling out process or it you have innate ability to find people? Russell: So as you were saying that I started thinking, I’m thinking about the partners on our team, who none of them came through like a help wanted site. None of them came through like, Brent went to church with me and he showed up every single week, every single month, he was my home teacher and showed up every single month consistently and we became friends and we did stuff together. John married my cousin. We were on the boat in the middle of the lake and he pitched me on a network marketer opportunity and I was like, I love this guy. And then I pitched him back and we just, and it was amazing. And then Dave, we were at an event like this and we had a signup sheet if you wanted to take the speakers out to dinner and Dave ran back and signed up every single line under mine. So I went to every single meal with him for 3 days. I think it’s just, I think a big part of it, I think most entrepreneurs can’t build a team because they’re waiting to build the team. And I think for me, I didn’t know what I was doing so I just started running, and what happens when you’re moving forward and motion is happening, people get attracted to that. And some people will come for bad reasons and they’ll leave, and I’ve been taken advantage of multiple times, things like that will happen, but the right people will stick around. But it’s all about, it’s the motion right. That’s what people are attracted to. If something’s happening. I don’t know what’s happening, but I want to be on that train and they start coming. So I think it’s taking the initiative of “Okay, I’m going to start running and I have no idea if anyone’s going to follow me ever. But If I do this and I keep doing it consistently then people will.” And you know, it’s been a consistency thing. I’m 15 years into this business now, 8000 funnels deep. But it’s a consistency, and when you do that and you’re consistent, then the right people will just start coming into your life. But not waiting for them initially. If I would have waited to build my team initially, we wouldn’t have a team. Everyone we met was like in the, as we were having motion, the right people started showing up. Andrew: Alright. Thanks. Speaking of, thank you. How many people here are actually at Clickfunnels, if you work at Clickfunnels. Can you guys stand up if you work at Clickfunnels. There you go. I feel like at the end of this everyone’s going to want to go and meet Russell. Everyone’s going to want to go and mob him. And he’s not that social, number one. Number two, I feel like you’re going to pass up these fan-freaking-tastic conversations, I’ve gotten to know the people who work here a lot really well in preparation for this, I really urge you to see the guys, the people who are wearing these t-shirts. Get to know them. Push them into a corner, understand what’s working for them. And really, you’re fantastic people, thanks so much for helping me do this. And thank you for having me on here. I really appreciate you being open, being willing to let me take this anywhere. You said, “I understand what Andrew is trying to do. He’s trying to figure this out. I’m going to let him run with it and let him make the magic happen.” And I think we made a lot of magic happen. Thanks so much for having me here. Russell: Yeah man, it was amazing. Andrew: Thank you all for coming, I’m looking forward to meeting every one of you. Thanks. Learn more about your ad choices. Visit megaphone.fm/adchoices

Hey everyone, this is Russell Brunson. Welcome to the fourth and final installment here in the interview with Andrew Warner at the Dry Bar Comedy Club where he's going deep into the ClickFunnels startup story. And I hope you've enjoyed it so far. You know, throughout this entire interview, it was really fun as he brought my wife on stage

and some of my partners on stage and brought other people who didn't like me at first on stage and kind of shared all these things. I hope you guys are enjoying it and really enjoying this interview. And I hope that this starts making you think about your startup story. Some of you guys are living your startup story right now, and maybe you're depressed or nervous or scared or afraid or whatever. And, um, hopefully this gives you motivation to know that I was there too. And in fact, I'm still there many times. Um, but it's

okay. And it's part of the game and part of the process. And someday you look back and you'll have someone like Andrew interviewing you about your startup story and you'll be so grateful for the trials and the things you're going through now. So with that said, we're in Cuba. Theme song, we come back, we listen to part four of four of the ClickFunnels Startup Story interview with Andrew Warner at the Dry Bar Comedy Club. 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 answers. My name is Russell Brunson and welcome to Marketing Secrets. And I know a lot of you have asked me what's coming up next and Russell's going to talk about that, how you're going to get to like Salesforce level. But why don't I take a couple of questions from someone? Is there anyone who's been sitting here going, I can't believe Andrew didn't ask

that. Is there anyone who has something that's standing out for them? And should we just have them come on stage? We got mics from over there. Okay. All right. A little bit deeper of a question. So what is something, I know you're strong in your faith, family, God, I mean, all kind of all around. What's something that's really made you who you are? You've mentioned before that made you that you as a marketer with your dad, you're up late watching the infomercial, but what's something that inherently it could have been experienced, maybe a quote in the back of your mind that's just driven you. It could have been something your parents taught you when you were young. What is, is there, I mean, it's kind of a little bit difficult question to look back. There's probably a million things, but what are one or two that really stick out that make you

the person that you are? I have a million thoughts racing through my head. The one that just popped in the front, so I'll share that one. Hopefully it's good. I remember when I was a kid, my dad gave me a job to go clean the car. And when I went out there, I cleaned the car. I did my best job, I thought. And I came back in, and I was like, Dad, it's clean.

Can I go play? I was like, come look at it so you can let me go out and play. And he was like, well, is it, like, is it good? Are you proud of it? And I'm like, I don't know. He's like, well, are you proud of it? And I'm like, I don't know. He's like, well, go, go work on it until you're proud of it. And then come back and let me know. And I was like, oh man. So I'd go back out and I was like, am I proud of this? Like, I was thinking, I guess technically I'm really not that proud of it. So I was like trying to do more things, try to clean it better. And then to a point I was like actually proud of it. I came back and I'm like,

dad, okay, the car's clean now. He's like, you're proud of it. I'm like, I am. He's like,

okay, you can go out and play then. I think for me, like that was such a big thing. Cause it was just like that, the internal, like, am I proud of this thing that I'm giving them putting out there?

And if not, like keep doing it till you are. Um, and I don't know, that was, that was like one of those little weird dad moments that he probably didn't mean as a teaching opportunity, but definitely it's been big for me ever since then. Yeah. Good question.

Is there one on this side? While, while you're finding the person who has a question, Whitney, did you have more to say? You were going to ask more, right? Yeah. Can you get the mic over to Whitney, please? She's right over here. I know I didn't ask your full question. Awesome. How are you doing?

So with your business, what is... Back to when you were first starting, I kind of want to know what's the one thing... When your business was really hard, when things were really struggling, what's the one thing that kept you going? It was just in the back of your mind. And then I have a second part of that is what would you say was your biggest failure and what was the greatest lesson that you learned from it?

Okay. Those are easy questions. The biggest failure. Oh, man. So the first question was, what was the first one again? I'm thinking about the biggest failure. I'm trying to. Oh, we kept going.

Man. Give me a sec. Are you going through that now? You are. What are you going through right now? Can you stand up and get close to the mic? I can see that this is a meaningful question for a reason. What's going on? Be open. I'm just trying with my business. I'm trying to get my message out there. I'm really, I'm just

baby parts of ClickFunnels. So I'm just figuring out like how to do a funnel. But my company is called Creating Powerful Women. And so I'm just trying to teach women how to grow a business while they grow their family at the same time. And I'm doing that right now because I have three little tiny girls. So I'm just like, okay, I'm still trying to figure out this myself and then teach women how to do it at the same time. So it's just I'm still in that struggle phase. Is it partially because you're feeling like an imposter? How can I tell them what to do? That's what I was saying to you earlier. Yeah. How did you do that? I feel like I need to have

that success level before I can teach women how to go out and do it. But the reason when I found you in the hall and I said, I want Russell to be vulnerable and tell the nitty gritty parts of the story and those stories are what make people relatable to you. That's kind of where I'm at as I realized that I grow a bigger following and a bigger audience when I'm more relatable to them, which I realized I don't need to be up at that level to do that. So I get that. Um, yeah. So my question for you is, um, have you, have you been working with women and helping them so far? Tell me like a story of someone you've helped it. I'm curious. So I went through postpartum depression a couple of years ago after I had a baby. And a lot of the women that I've been reaching out to when I shared those stories, those women have been coming to me saying, Hey,

how do you get through this struggle? I know you've gotten past that. And so I want to hear the hard stories that you went through. And so a lot of the people that I've been coaching one-on-one have been people that have gone through those exact same little things that I have. Okay. When you do that and you share the stuff with them and that clicks for them, how does that feel? Like I'm fulfilling what I was put on this planet to do. That's the thing. That's the thing that keeps me going.

It doesn't happen often, but it happens often enough that like i crave that like i like i'm super introverted there's always awkward people coming but i still love when they come to me and like hey just you know real quick like last night we were in we were in san francisco or san diego excuse me and um someone came up to me in in the hall and i was kind of like i i don't nurse talk to you because talk to me and he said hey just real quick you like legitimately changed my life you changed my family he started like tearing up. And I was just like, I didn't let myself feel that just for a second. And then I go back to the awkwardness. But for a second, I feel that and just like, oh, that's what it's about. And I use Voxer for my coaching clients. So every time they Vox me and they say something like that,

there's a little star button. I start it and it still gives them this huge thing of all the starred ones. So down days, I'll go back and I'll listen to that. And I'll listen to people like two years ago who said about like how something i did affected them and just like honey that feeling because everything we do in this life for feelings right like everything is just a feeling we're looking for we eat because we want a feeling we like we did this because i wanted a feeling like we're doing everything for a feeling so it's like if i can remember the feelings that of the thing i'm trying to get and i can experience it again then it that's what what gets me and keeps me, and, and I think that any of us that are lucky enough to

have those feelings, like a lot of times we forget about it. It's like, no, like remember that because that's, that's the thing when it's hard and it's painful and it's dark, it's that feeling that's just like, Oh, that's the, and you remember that and you like let yourself experience it again for a minute. And then for me, that's like, okay, I can get back up. I can go again. Yeah, great question. I'm glad you asked it. How about one more over there? You know what?

Yeah, let's give her a big round of applause, please. I was actually going to ask a little bit about that vulnerability. I was surprised. So I'm big in the SaaS space. I've been to Dreamforce, follow a lot of ClickFunnels. It's pretty rare that you see a CEO want to put themselves kind of on the roasting side of things. So you're from here, from Sandy. I was just kind of surprised. What was it that really compelled you to want to come back, do this in Utah? When I saw your email, I thought it was a clickbait scam. Oh, it is. We're selling you something next. Just kidding.

I really thought I was going to come and it was going to be like a video of your face spinning and it was going to be like, hi, you know, we're here because I follow ClickFunnels, but it's just really rare. I mean, especially it being down in Utah County, that was kind of unique that way. Wait one sec. Does ClickFunnels actually allow me to place people's city in the headline? Like I want someone from San Francisco. You could. Oh, all right. I get it. Yeah. It said like Idaho. It said we're in the surrounding areas. It's going out to 8,000 people, limited seating. So, and as a marketer, I was just like, is this the real thing? You know? So I showed up and I was excited to see you, but why come back to Utah? What does this event mean

to you and why want to be vulnerable and kind of, kind of open up. And, and I learned a lot about you personally. That was great to hear from a business side. So. Yeah. So my, my beliefs are, um, and I believe we have the best software company in the world. So I'm going to start with that, but like, but if it's just about the software, then it comes down to like, who's got what feature and then people are moving and shifting and changing because of the features, right? Like that's the thing. And we started ClickFunnels was like, no, it has to be more than it has to be like a thing, right? And it's interesting because people who sign up for ClickFunnels who like click on ad,

they come and sign up. That's why John can't do, it doesn't work that way, right? Because they're signing up for a website, a web and ClickFunnels is a website builder for crying out loud. Like you boil it down. We are a builder that is boring right so people don't come for that they stay for that like that's why they stay that's why they they they stay but they come because of the feeling and they come because of the connection like i want to be able to take the videos from here because if i can get more people who come through my funnels to hear this story they're going to stick with click funnels because they realize like we have a soul there's a reason behind this it's not just it's not just a software company who's trying to make a bunch of money we're actually we have belief behind it and

so that's why we do all these things that's why i still write books that's why we do videos that's why we do vlogs that's why we do like this fun stuff because it builds connection with people and connection what keeps people staying even if some other companies have a different feature than we do or it's more there's cheaper more and more expensive whatever um and so that's that's the big reason why we still we still do it and then um i thought it'd be fun to come down here yeah because it's you know i grew up i'm not far from here and it's just kind of a fun thing um we've been working with the harman brothers we started another project with them and their family owns the drive our comedy

club if you guys ever watch vid angel that's one of their family's companies and when vid angel had their little hiccups they shifted all the programming to to this to drive our comedy club so we used to watch all the comedians here i was like this is like the coolest location to do something like this and um one of the other side jokes i don't know if i showed this to you or if it's just my head but um andrew's famous for doing these big scotch nights and as a mormon i can't drink scotch i was like what if we did this but it's like at a dry bar and it's kind of this funny like play off of that and it all worked out so yeah you know usually at events i do do scotch night afterwards say everyone come back to my room then it's not going to go over very well but they've been to mine he drinks water and feels comfortable we have good water for dave how about one more and then i want to get into the future

all right cool so you always talk about how like ClickFunnels, you guys took like six tries to finally make it work, right? And how like most of the time when you guys start something, it doesn't work the first time. That's why you have audibles and all those things. So I was just wondering, as someone that, you know, I'm starting and getting that, kind of like that lift, like what is the biggest thing that you see versus like a flop funnel versus something that, you know, kind of takes off and explodes? And like what's the odd or the change that you normally do that like that shift or the message change whatever it is that makes it finally take off um traditionally like the difference between a funnel that works and doesn't work um i'd say it's it's probably 50 offer like if the offer is

wrong it's not gonna like let's use the first thing is it actually a good offer that people actually want um second then is usually like copy so looking like what's the hook thing you know those kind of things and then design is probably probably third um it's all the stuff that there and those guys didn't like at first like the the things that because it's not like we just made up this stuff right it's you saw 8 000 funnels we tested and tried in the in the journey of 15 years to this that that's like now we know like what things people convert on and so it's just like looking at like looking at stuff that you know is working and modeling because you know like this structure works this kind of things but

usually something's broken it's going back and like figuring out like this offer's not right people didn't want it and i mean that was the problem click funnels like the offer we took four or five times to get the offer right and as soon as the offer's right then it's just like you can tell when it's right because people will buy it. Even if everything else is bad, if your offer's amazing, people will give you money for it. So that's definitely the biggest part. And then from there, then it's copy and then design and then all the little things that stress some people out like me. Yeah.

So I've got – yeah, we'll come back. I see that there are a few people who had more questions. We'll come back to that in a moment, including you. And I promise I'll come back. I see that there are a few people who had more questions. We'll come back to that in a moment, including you. And I promise I'll do more. But you did tell me about all the different things that you guys are working on now. Of all of them, what's the one that's going to get you the closest to Salesforce level? Oh, that's a good question. There's so many things.

So I would say, I'm going to ask you a question. Is that right? Have you ever played bigger yet? Play bigger? Go bigger? Playing bigger? No. What do you mean by that?

Uh, that's the name of the book, right? Play bigger? Oh, playing bigger. The book. No. Yes. Um, so that book's been interesting. You guys haven't read it.

It's one of the biggest ones as a team we've been reading, but it's all about like, um, designing a category and becoming the king of that category. Right? So I feel like we are the king of cat of, of sales funnels. And that's like our, that's our category. That's the thing that's going to be there, right? And then if you read through the book, like the next phases are like, is building out the ecosystem that supports you as the category. And the fascinating thing about Salesforce, if you look at it, we're not like, and I probably shouldn't say this on video, because someday Mark

Benioff is going to watch this and be like, I'll never give you money. But like Salesforce isn't great software, right? I guess it's this hub that things are tied into, but the reason why they did 13 billion this year, they're, they're trying to get to 20 billion is because they built this ecosystem, right? The ecosystem is what supports this thing and grows it up and builds it. And it's, that's like the next phase. And so I think for us, it's like, we have this, we have funnels, which are the key that, that that's like, it's like the CRM for them. It's like the central point, but it's then bringing in all the ecosystem. It's building up all the other things around it, right?

Letting other people create things on your platform, becoming a platform. Yes, becoming a true platform. Can you create a platform when what you want is the all-in-one solution? When you're saying, you don't have to plug in your chatbot to our software. We're going to beat chatbot software. You don't have to plug in Infusionsoft. We've got email marketing in here or MailChimp. It depends because Salesforce is similar too, right? They have their own things that they

either acquire and they bring them in or they build their own, things like that. And I think it's a hybrid of that. I think we allow people to integrate because some people have tools. Our goal is to always be the best sales funnel builder on planet earth we may not be the best email autoresponder in the world we'd have one and that increases our revenue and people who love us will use our email autoresponder but there may be some other one that's better but it's not our big focal point there may be a chat bot that's got more features more things that's not going to be our focus making the best but we've got one built in to make it so there will be that's that's kind of our our

thought is that we will have the things included so So people want to go all in, they can use it, but they, but if they love yours, because these things, they can bring that and still bring it in, you know, and then as we grow, who knows what, you know, the next phase is the acquisitions, the finding the best partners, people that have most of our members are using, start acquiring companies and bringing them in internally similar. What, what Salesforce does growing the platform. People build on your platform. And Salesforce does, growing the platform from there. Just keep letting people build on your platform? And then does that make the platform more valuable? Or do you guys get a share of the money that people spend on these extra tools?

Both, I think. I mean, Stripe, for example. I think we process $1.7 billion through Stripe. We make over a million bucks a year from Stripe referral fees for just letting them connect with us, right? And so there's value on both sides. It makes the platform more valuable because people can use it easier. We also make money that direction as well and those type of things. Okay.

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 because I wanted him to share a really cool concept about what he calls the revolving pricing method. And today he decided to sponsor the podcast to give you guys more access to this super cool strategy that you are going to love. It's something we've been implementing

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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 it is from there, we've 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 Gs 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 Gs, working genius, two Gs in the middle, workinggenius.com. And then use promo code secrets, S-E-C-R-E-T-S at checkout. 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. And then what is Actionalytics? Actionetics. Excuse me. So that's Todd's name. He loved that name.

Anyway, so Actionetics, it's what we call internally follow-up funnels. So we have sales funnels, which are page one, page two, page three, page four. And then a follow-up funnel is send this email, send this text message. Here's the retargeting pixels. Here's the thing. So it's the follow-up funnels. It's all of the communication that's happened after somebody leaves the page with your audience. And that's a new product that you guys are creating?

Yeah. Actually, we make more revenue from ActionX than we do from ClickFunnels right now. Really? We've never marketed outside though. I can't get access to it. It asked me for my username and password. I said, I don't have that. But how do I sign up for it?

It's only been in beta. So we opened up a Funnel Hacking Live. People signed up there, and then we kept it down for a year, and then we opened it. So two Funnel Hacking Lives we opened it at, and then on my birthday we opened it, and that's it. But we have – it's over. It's like 12,000, 13,000 members who have upgraded to that. And then we're probably a couple weeks away from the actual public launch where people will be able to get – everyone will be able to access it. And already people are spending more money on that than ClickFunnels?

Because it starts at $300 a month versus $100. So it's ascension up. So they go from $100 a month to $300 a month. And then the new one, it scales with you. So because we're sending emails and Facebook message, things like that, it gives us the ability to grow with the platform as well and not just have a $200 a month limit. Someone might pay $1,000 or $5,000 depending on how big their lists are. You're really good at these upsells. You're really good at these extra features.

How do you think about what to add? How do the rest of us think about it based on what's worked for you? Okay, that's a great question. And everyone thinks it's a product. The question most people ask is, like, what price point should my upsells be? It has nothing to do with that. It has 100% to do with, like, the logical progression of events for your customer, right? So, like, when someone comes to you and they buy something, like, let's just say it's weight loss, right? So they come to you and they buy a weight loss

product book, right? And let's say, so how to get abs. So they buy that second, they, second, they put their credit card in, they click the button in their mind. That problem has now been solved. Like I now have six pack abs the second it's done. And people don't think that. So what people do wrong is next page is like, cool. You bought my abs book. Do you want my abs video series? It's like, no, I just solved that problem. I gave you money. It's been solved. So we have to think through for logical upsells is like, okay, I just got abs. What's the next logical thing I need? So it's like, cool. You got abs now, but how'd you like biceps? Like we can work you out. This is my training program to grow here. Right. Or for funnels, it's like, here's this funnel software, or here's this, uh, here's this

book teaching you how to deal with funnels. But like, after you have a funnel, you need traffic. So traffic's the next logical progression. So as soon as someone's bought something, my mind – in the customer's mind, I believe that that problem has been solved. And it's like, hey, what's the new problem that's been opened up because that problem has been solved? I got my email addresses because it click funnels. The next problem I'm probably going to have is what do I send to people? And that's what you're solving. What about this failure funnel? It's a new software.

Yeah. What is it? So how do you know these things? That is good. You haven't been digging. So, um, so I'm writing my third book right now. It's called traffic secrets. And then on the back of it, we have software. It's called fill your funnel that, that matches how we do traffic with the, with the, um, with the book. So if someone reads the book, you log in and, um, the way we do traffic, we focus very heavily on like influencers. We call it the dream 100. So you come in and you log in, you're like, okay, here's the people in my market. There's Tony Robbins, there's Andrew, there's you,

you list all these people and that starts pulling all their data, scraping all their ads, their funnels and everything. It shows you everything that's happening in their companies. So you can reverse engineer it for what you're doing. So if I admire what John is doing for you guys, I could put you in the software. You'll show me what you guys are doing and then I'll be able to scrape it and do it myself. You're nodding and you're okay with that. Wow. Have you been doing that? Is that part of what's worked for you guys at ClickFunnels? And so you're actively looking to see what people, man, as an interviewer, that'd be so good for me to understand what people are doing to get like traffic to their sites. All right. And so everybody's product, everyone's,

I bought Drew's like six times. Yeah, you're welcome. Just because of the process is fascinating to see. Uh, and then the book, what's the name of the book? Traffic secrets. Why is everything a secret? What is that? I don't know. No, I feel like you do. I remember it was- It out converts. A hundred percent, it's because it out converts. Because the word secret out converts in everything. Everything's that I've, like I used to on stage like the top three myths, the top three strategies, top three lies, the top three everything. And like secrets always out convert everything else. And then- And so that's the name of this book. I'm looking here to see, yeah, Melanie, she told me when you organize this event, you said secret project.

That's it. So, and then if I just tell people what's happening, then they like, Oh, cool. I need, you have to build the anticipation even within your team, especially, especially. Yes. So secret is one big thing. What else do you do? Secrets, hacks within the team. So now you get them interested by saying it's a secret. So I'll tell them do you do secret attacks uh within the team so now you get them interested by saying it's a secret so i'll tell them a story i'll tell them the beginning of a survey oh my gosh you guys i was listening i was just cleaning the wrestling room and i was going through this thing and i was listening to andrew and he was doing this campfire chat and it was amazing and he's telling this whole story and i have this idea it's gonna be amazing um but i'll tell you guys about tomorrow and so what happens now is they've got a whole night to like

marinate on this and be like what in the world and they got excited and then when they when they show up they're anticipating me telling them and then i tell them then i get the response i want if i tell them they're like oh cool like no like you missed it like yeah i need that i need that in fact i'll share ideas all the time i'll pitch it out there just to see like i know if it's a good idea because brett will be like i got chills dave will start freaking out i just and that's why i know i'm like okay it was a good idea if they're like oh that's got chills. Dave will start freaking out. And that's when I know I'm like, okay, it was a good idea. If they're like, oh, that's cool. I'm like, crap, I'm not doing that one.

I've heard one of the things, one of the reasons that you guys hang out together is when he's an extrovert and you're an introvert. But the other one is Dave will like one-up you. It starts the process. This is for the bubble soccer event we did. Initially it was like we're going to have influencers. We're launching a viral video and then like we need let's bring some people into it and then and then um we're asking some somebody to bring like big influencers like you have to do something crazy get a ferrari let him drive over it in a monster truck and i was like that seems extreme um i was like what if we like played football in the boise state stadium

the dave's like what if we did bubble soccer like what if we try to set against booker world and then next thing we know we're all gonna book a world record champion bubble soccer players. So it was amazing. And that's the thing that I've heard about your office environment, that it's this kind of atmosphere where, see for me, look at me, I've got that New York tension. When I talk to my people and I talk to everyone,

it's like, we've got to do something already. And you guys like fun. There's a bubble ball pit or whatever in the office. Am I right? I go, we need a, we're going to create a new new office let's have a bowling alley in it and it's like that's the truth this is true does he also tell you like we need to do something this weekend date night

it's a secret maybe i need to do more of that huh yes does he use persuasion techniques on you? It doesn't work on her. No? She's the only person I can't persuade. It's amazing. My powers are useless against my wife. It's unfortunate. Do you actually use them or when it comes to the house, you go, come on, I'm tired already. I tried to do something today and she's like, that was the worst sales pitch ever. I'm like, dang it. All right, I'll try again.

Hey Siri, text my wife. I've got plans for tomorrow night. So good. Russell just told me about it. I'll tell you later. Secret. Period. Send.

That's amazing. Wowee. Does anyone know how I could get a babysitter here? This is how we do it. Oh, yeah. It is, though. You're a little too eager to spend time with my kids, no? Thank you.

All right, I said that I would take a few more questions. I know we're almost out of time here. Who was it? There was someone on the right here who was especially, like, look. Yeah, you who just pointed behind you. Hi. Okay, Russell, so I've, you who just pointed behind you. Hi. Okay. Russell, so I've been in your world since about 2016.

Hang on a second. What? I'm sorry to curse. Who the fuck comes to a software event and goes, I've been in your world. This is amazing about you. I'm in San Francisco. There's nobody who goes, I'm so glad I've been in the HubSpot world. No, it doesn't work that way.

I'm sorry. I had to interrupt. It's like, okay. I've been in your world. He's selling you software. You're in his world. You have to listen to his podcast. I listen to his podcast. It's just him talking.

He talks about it. It's a universe. He creates a universe. I thought it was him in a professional studio. I saw him in San Francisco. He's talking into the voice recorder on his phone. Okay, yeah.

I got a feeling that Russell's going to go at some point, religion is just an info product. I think I could do a better job here. Alright, yeah. Okay. I entered the ClickFunnels universe in 2016.

And since that time, I came in with a lot of hopes and a lot of, it was just, it was a really exciting experience to have you break down the marketing that's, you really simplified it, right? So I see that. I'm an ambassador for the one comic club challenge right now. And people are coming in with such high hopes and such tremendous faith and trust in you. And I have friends that I've brought into it and everything, and they're coming in just like, they're really staking a lot on how they've been persuaded to join your universe.

And so, well, sorry, universe is the wrong word. But from that, I guess the question is there's a few things. I think a lot of people are afraid of that type of responsibility in the products that they're delivering. And, of course, there is a few things. I think a lot of people are afraid of that type of responsibility in the products that they're delivering. And of course, there is a tremendous failure rate of people who don't get what they're persuaded in. And so there's a lot of magnification on the two comma club and the people that are the successes. But the question that I have is the responsibility that you feel for that. I feel that you feel the responsibility because you're constantly looking for new ways to simplify, to bring in new coaches, to bring in the new teams, like make products and offers that are, I mean, completely irresistible.

Truthfully, I mean, I went to Funnel Hacking Live. I'm not spending any money. Okay, $20,000 later. But, I mean, it was truthfully so irresistible. But you've, like, crafted such unique things in an effort to truly serve that client and really get them to the place that they're looking to go. So I'm not sure if the question's coming up,

but it's a lot of responsibility that all these bright eyed, bushy tailed, you know, wannabe marketers are coming in really truthfully feeling the genuine, the genuine just truth that you're telling them. But then like there's a big crash and burn rate too, which is normal in that space. I'm not sure what the question is, but... Congratulations to the people in the two comma club. What about the people in the no comma club?

What do you feel is a sense of obligation to the people who aren't yet there? What do you feel about that? Is that the question? Is that right? I guess the question is... So there's two parts. One is the responsibility that other people are feeling, the fear that they're feeling to put something out there because they're afraid of a failure rate. So just like Whitney over there was talking about, she's got those fears.

So there's normal fears that come along with that, and so how you deal with that in that not, it's not because of lack of delivery on your end, but there are still people who are spending tremendous amounts of money or small amounts of money that just aren't getting what it is. So it's really about your internal feelings about that topic. It's a good question. And there's a lot of ways I can answer it.

I'm trying to think, you know, for me, it's it's I think it's a big reason why I do have a construct. I do feel like a huge obligation to people who sign up for our stuff, right? And so it's like I'm always thinking, how do we simplify this? How do we simplify it? What's the best way to do it? Like what's the thing? That's also what like creates innovation, right? So it creates the ideas is that like how do we serve these people better?

How do we serve them better? Probably the best analogy, in fact, Brandon over here was working on a video and he sent me last night that I had a chance to watch, which was really cool. Um, uh, we had Sean Stevenson speak at the second funnel hacking live. Is anyone there for that one? A couple of guys. And, um, he gets, Sean seems to be, you know, him as a three foot giant, he's a little dude in a wheelchair, one of the coolest humans on earth. And, um, and he told the story. It was funny because, um, man, I had like another emotional connection watching it the other – last night actually watching it. And he talked about stories like how many of you guys here are upset because you got like 17 followers on Facebook and you got 13 likes on your YouTube video and you're like you're pissed because of all this stuff, right?

And I think a lot of people are like I'm trying this thing. I'm not a millionaire yet. I'm not making any money and blah, blah, blah. And like they're upset about that, right? And what Sean said, he's like, do you know how they choose who they're going to save when a helicopter is flying into an ocean and there's a boat that's wrecked and all these people? Guess how they choose who they're going to save. And he said, what happens, the helicopter drivers, they fly over there and they go down.

People are going to save them. And he says, guess who they save? They save the people that are swimming towards you. He says, that's how you do it. it. So if you try to save everyone, they'll drown you, they'll drown the boat and everybody dies. But you save the people that are swimming towards you. And they came back to say, you know, those 17 likes on your, on your video, like those are the people that are swimming towards you. Like you have to understand that. And so for me, it's like, we talk about the money cause it gets people inspired. But like, when it all comes down to the real internal belief, like no one really cares about the money,

right? They want the feeling of the connection and the help. And they want to change the world. They have, they have their thing. And so it's like, we talk about the money because it gets people excited, but, but I don't know anybody who that's the real reason why they're in business. Like they're in it because they want, they want to help those people that are coming towards them. And, and so you notice when you get deeper into the culture, right? It's not just money, money, money, money. It's like, how do you serve? How do you impact? How do you change the world? How can you get your message clear? How can you do those things? When you shift from the money to that, then the money starts magically coming.

And so for me, it's just like, how do we get people thinking that way more often? I don't know if that's the right answer, if that helps at all, but it is definitely something I feel a big obligation for. But I also feel like I'm super grateful for the people who were willing to, I'm grateful that Don LaPree spent all that money doing the infomercial on that thing. And I didn't implement it back then when I was 14, right? I'm grateful for the next guy who, who re-expired me and I bought the thing and I didn't do anything.

And the next person who, and all those things, because eventually it's stuck, right? And so for me, it's like, I want to keep creating offers and keep doing cool things and keep trying to inspire people because it might not be the first or the second or the fifth, but eventually if I keep being consistent on my side, it's going to keep getting it. And eventually the right people, those who actually have something they want to share, who actually care about what they're doing, will figure out the way. And we're just going to keep trailblazing and trying to do our best to make a path that they can all follow. And so that's kind of how I look at it. Great question.

Let's close it out with one more. Yes. Dave, did you find someone? Because I just found someone right here. Why don't we do two more then? Since you found one and I found one. What's your name? Sorry, Parker? Parker, you're next.

Oh, there we go. Let's go to Parker next. And we'll close it out with him. All right. So the biggest question I have for you, Russell, is I've seen you guys' amazing group you guys have at ClickFunnels, and every time I go into your guys' office, it's nothing but just, like, excitement, energy, and not only you have to, like, inspire. You don't have to inspire your workers to work for you.

They come, like, they're excited, and hearing your amazing stories that John and Brett had, they stayed with you for all this time, and you pushed them, and they pushed you, and it was this amazing cycle. I'm curious as far as, because I want to have an amazing group like that one, too, so I can affect the world the same way that you have and even do better than you did.

And it's like a complete admiration thing. Like, that's, like, that's, I don't know. Cut from the same cloth here. That's his dad. That's my dad. Yeah. That makes sense. But no, the question I have for you is,

how do you find those people? Is it nothing but like a whittling out process? Or do you see these people, these characteristics already in the people that you have? Wait, one sec. How old are you? I'm 20 years old.

20 years old. You admire your dad and the guy he works with so much that you want wait one sec how old are you i'm 20 years old 20 years old you admire your dad and the guy he works with so much that you want to not just be like him but be more like him can you talk can you take care of my kid tonight sorry that's amazing does your dad come home with like this this energy like we're gonna capture the world here's what we're gonna do it is the funniest thing oh my gosh so every way you see him on online social media like it is it's exactly the same way he's at home when you see him on the tv like talking about like oh like this is like when you interview him i subscribe to his podcast i see that thing all right so you know you know what i do too yeah what do you motivate you to do to like to sell as as a kid or to upsell as a kid um so he would like talk to us like he was a

salesperson basically in the aspect of like he talks about things as far as like this person had a terrible job at selling they could have done this this this and this and like we're like 10 years old i think at the time i think i don't i don't know it's more of a recent change since he's joined click funnels it's got this amazing excitement and energy and it's an amazing thing that i wish to have people like my dad when i'm when i become a when I start to do my own thing that is contagious isn't it totally I'm done watching what's this new vlog that you've got it's on Russell it's on uh Russell Brunson's YouTube channel right I'm at the end of it going

to hell yeah why am I taking a shower now I gotta go I got stuff to do right these guys are out there taking over San Francisco that's my city so I guess you're feeling the same way at home right it's sitting now he's there twice he suddenly owns a place taking over San Francisco. That's my city. So I guess you're feeling the same way at home. Right? A city now. He's there twice. He suddenly owns a place. So your question was? Oh, so yeah. My question was basically how do you find these amazing people to work not only for you, but with you, and to help you

accomplish your dream? Is it a whittling out process? Or is it you have this innate ability to find people? So as you were saying that, I started thinking, I'm thinking about like the partners on our team who none of them came through like a help wanted site. None of them came through. Like Brent went to church with me and he showed up every single week, uh, every single month. Uh, he was my home teacher and showed up every single month consistently and we became friends. And then we did stuff together. John married my cousin and We were on the boat in the middle of the lake

and he pitched me on a network marketing opportunity. I was like, I love this guy. And then I pitched him back and then like, and it was amazing. And then, you know, Dave, we were at an event like this and then we had a signup sheet if you wanted to take the speakers out to dinner and Dave ran back and signed up every single line under mine.

So I went to every single meal with him for three days. Like, it's just, I think a big part of it, like, I think most entrepreneurs can't build a team because they're, they're like waiting to build the team. And I think for me, it was like, I didn't know what I was doing. So I just started running. And what happens when you're moving forward and emotions happening, like people will, people get attracted to that. And some people will come for, you know, bad reasons and they'll leave people. And, you know, I've been taken advantage of multiple times like things like that will happen but the right people will stick around but it's all about it's the motion right that's what people are attracted to is like something's happening like i don't know what's happening but i want to be on that train and they

start coming and so i think it's just taking the initiative like hey i'm gonna start running and i have no idea if anyone's gonna follow me ever but if i do this and i keep doing consistently then people will and you know it know, it's a consistency thing. I'm 15 years into this business now. I'm 8,000 funnels deep, but it's a consistency. And, like, when you do that and you're consistent, the right people just start coming into your life. But not waiting for them initially.

If I would have waited to build my team initially, like, we wouldn't have a team, right? Everyone we met is, like, as we have emotion, the right people start showing up. All right. Thanks. All right. Thanks. All right. Speaking of, thank you. How many people here are actually at ClickFunnels?

If you work at ClickFunnels? Can you guys stand up if you work at ClickFunnels? There you go. I feel like at the end of this, everyone's going to want to go and meet Russell. Everyone's going to want to go and mob him. And he's not that social, number one. Number two, I feel like you're going to pass up these fan-freaking-tastic conversations. I've gotten to know the people who work here a lot really well in preparation for this. I really urge you to see the people who are wearing these T-shirts.

Get to know them. Push them into a corner. Understand what's working for them. And really, you're fantastic people. Thanks so much for helping me do this. All right. And thank you for having me on here. I really appreciate you being open,

being willing to let me take this anywhere. You said, I understand what Andrew's trying to do. He's trying to figure this out. I'm going to let him run with it and let him make the magic happen. And I think we've made a lot of magic happen. Thanks so much for having me here. Yeah, man.

It was amazing. Thank you. Thank you all for coming. I'm looking forward to meeting every one of you. Thanks. Hey, everybody. This is Russell again. And really quick, I just opened up a texting community, which means you can text me your questions.

And right now I'm spending anywhere between 10 and 30 minutes every single day answering questions through text message to people who are on the podcast. And so I wanted you to stop everything you're doing, pull your phone out and actually text me a message. Okay. Now the phone number you need to text is 208-231-3797. Once again, it's 208-231-3797. When you text me, just say hello. And then what's going to happen is I'll add you to my phone. And then they'll send you back a message where you can add me to your phone. And then we can start having conversations. On top of that, through this texting community, so I'm going to be giving out free swag, giving away free copies of my book.

I'll let you know about book signings, about times I'm coming to your local area, and a whole bunch more. Just want to make sure you are on this list. On top of that, every single day, I'm sending out my favorite quotes, my favorite frameworks, and things you can get for free only through my texting platform. So what you need to do right now is pull out your phone and text me at area code 208-231-3797. One more time. That's 208-231-3797. I can't wait to hear from you right now.