Marketing Secrets with Russell Brunson - Forti, Funnels, and Football: A World View, Part 1

Episode Date: December 13, 2021

Russell and special guest Josh Forti dive deep into funnels,  storytelling, and building your own reality. Find out how to break free of what’s expected, how to create your own rules, build your own world, and be OK with being different. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Russell Brunson: What's up, everybody? This is Russell Brunson. Welcome back to The Marketing Secrets podcast. Today, I've got two things for you. Number one, I got kind of a cold so if I sound a little funny, that's why. Number two, is you guys loved our last three podcast episodes with Josh Forti, so we thought we should do it again. Today, we jumped on a call and we recorded three more episodes for you, and they've been a lot of fun. The first episode was all about just kind of... It was an interesting conversation, and I think it took us a while to get exactly to the point. But by the end, the end of of it wrapped with some really cool thoughts and ideas and I think some clarifications that'll help you guys a lot. But it was all about I'm in this world of funnels, and how has that affected my world perspective, my world view and, everything else happening around me? And how does that work for you with the thing that you're most passionate and most obsessed with? And so I think you guys will enjoy this conversation. With that said, I'll queue up the theme song. When we come back, you have a chance to listen in on a conversation with me and Josh Forti. What's up, everybody? It's Russell Brunson. Welcome back to The Marketing Secrets podcast. A little while ago, Josh Forti and I did a couple episodes. We've done this three times now technically. This is the fourth, but we did an episode a little while ago, just to see how you guys liked it. And the feedback was amazing. I got tons of good feedback. I think you did as well, right? You saw everyone. Josh Forti: I got tons. I sent you some of them. We convinced somebody to start a podcast over it. Russell: Because of the... Yes. Josh: Because of the podcast. Russell: ... podcast. We are having little podcast babies now because of what happened last time we hung out, and I'm pumped. We're jumping back in. We got three episodes of recording today. I know the title of the topics, but that's about it. I don't know where we're going, the direction, but I'm pumped and excited and just grateful for you, man, doing these. I really enjoyed it last time. I left afterwards pumped and on fire and had a ton of energy, so I'm excited for this. Josh: Heck yeah. That's awesome. Well, are you sick? Russell: Yes. I have a little stuffy nose, so I apologize in advance if I sound... My voice sounds deeper though, so I sound more masculine which is kind of cool. But yeah, definitely got a little bit of a cold. Josh: Oh, man. As long as it's not COVID. Russell: Oh, yeah. No, I did that. We're good. The antibodies are flowing through my body, so I'm pretty good there. Josh: Heck yeah. Russell: Well, what's the plan today? What are we talking about for this episode? Love to get kind of- Josh: Are we doing intros or are we just jumping in? Russell: This is the intro. I'll do intros. Josh: This is it, we're in. We're rocking and rolling. Russell: We're live. Let's go. Josh: All right, all right. Let's dive in. Dude, interestingly enough, as I went back and I started going... By the way, I actually listened to all three of our episodes, even though we did them. I actually went back and listen, because I'm that geeky nerd. I was talking to one of my friends. We were sending VOXs back and forth to each other and he's like, "I just listed to my vox back to you." And I'm like, "I'm glad I'm not the only one that does that." And he's like, "Oh, no, you are the only one. I just did that one time." I'm like, "Crap. Dang it." I go back through it. I listen to VOXs and I listen to podcasts. I'm trying to figure out how I could've made them better. But what's interesting is I wanted to take this one a little bit of a different route today, to kind of kick things off. Because normally, I'd say there's two types of podcasts. There's educational podcasts, which is you're talking on a very specific topic, and you're trying to educate people on that. And then there's entertainment podcasts. Entertainment is much more... Maybe it could be educational still, but it's not designed to educate you on one specific thing, and then break all the beliefs around that thing. And then do the whole perfect webinar thing on a podcast episode. Whatever. But rather, just kind have an open conversation. And I want to open this one up, talking specifically about funnels. And not funnels and how you build them, but I want to know is funnels a worldview for you? And what I mean by that is right now, I'm really, really big into storytelling. That's kind of my thing that I'm geeking out about, is how to tell amazing stories. And I call it the master story. That's the core thing that I'm trying to figure out right now, is the master story for me is what's the one story I got to get people to believe? After they believe that story, they'll do whatever I want them to do. It's the big domino statement of stories. But as I've done that, I've kind of gone out and everything in my life now revolves around stories. I'm like, "Oh, story there, story there. Oh, that's the story? Oh, that's the story." And my whole life now is just everything is stories. Obviously, I'm a huge fan of Expert Secrets and Dotcom Secrets, and you wrote those books and everything like that. You talk about kind of building this world and this identity, and bringing everybody in. And so I'm curious for you, where do funnels play into your life besides just marketing? Is this a worldview? Is this a lens upon which you view the world? Russell: Everything. Yes, for sure it is. It's interesting. I still remember back when I first got in this game, and I was learning marketing, and then I started studying Dan Kennedy's stuff and started... And I remember starting after I got that, some of the initial inputs of this world. What's the Matrix? The red pill or the blue pill. I took the pill and all of a sudden I was like, "Oh, my gosh, I see the world differently." And for me, it was fascinating. I started loving, I became obsessed. In fact, you can ask my wife this. We first got married, we listened to the radio and commercials would come on and she'd want to change. I'm like, "No, no, no. What are they doing? Did they do a good job did, they do a bad job, and how could they have done it better?" I started geeking out on that and I started watching more infomercials. I started watching as you go down the highway and you see the billboards. "Okay. That billboard, did it make me do anything, did it not? Was there a call to action, was there not? If there was, what did... " I'd get my phone out and I call the number and like, "What happened? What was the sales pitch?" And I started seeing behind the curtain of what was happening, and I became obsessed seeing that. And I remember, this is probably a little bit prior to this, but after I started seeing things I started realizing how things made me feel. I remember in high school, I was the wrestler, as you know. and I was into my health and fitness. I didn't understand it back then, but I do remember Bill Phillips had a magazine called Muscle Media. This is probably way before your time. But it was the first muscle building magazine that wasn't... All the other ones were these dudes who were just steroided out. And Muscle Media was the dudes and the ladies in it was who you want to look like. That guys looks amazing. And he had a supplement company called EAS he launched, and so I got into supplements and got into Bill Phillips. I got into his world, where I was reading his magazine articles and buying his supplementsm and it was cool. But I remember I wanted to buy some... I can't remember what the new supplement was. And there was a GNC close to my house.And so I remember jumping my bike, riding down to GNC, being so excited to buy a supplement. And I walked through the door, and as soon as I walked through the door of the GNC, the person came out and was like, "Hey, how can I help you?" And I'm like, “uh…”, and kind of freaked out. I was like, "Oh, I'm just looking." And I got all nervous and then I kind of wandered away, and then it felt like the person was kind of following me and everything. And I remember I came there cause I wanted to buy something, but I felt so uncomfortable, excuse me, that eventually I just snuck out and I left. And I was like, "I didn't get the thing." Because I felt so uncomfortable in the process that even though I came there with my money in hand, ready to buy something, I didn't because I didn't like the process. And I noticed, I don't know if you ever go into a GNC. As soon as you walk in, they always come and they pounce on you. And even to this day when I walk into GNC, it's one of my favorite stores. But I know the initial anxiety of the person pouncing on me asking if I can help them, or what I'm looking for. I'm like, "I don't know what I'm looking for. I want to literally read the back of every label of every bottle here. I'll come to you if I need help, but don't come and pounce on me." And I started realizing that and I started thinking, "If this was my story, how would I have wanted to be approached?" And I started thinking the script. And I started thinking if I came in the door and the person says something like, "Hey, welcome to GNC today. I'm over here. If you need anything, let me know." And it was more of a deflect, I would've felt more comfortable. I would've walked around, then I would've felt comfortable coming back the person. And I just started thinking through that. Anyway, that was before I learned marketing. I remember feeling that way, and as I started studying marketing I was like, "Oh, my gosh. I now know why I felt that way. The script was wrong and the process was wrong." And I started thinking through things more like that. And I'm sure it was annoying for my family. We'd go to a restaurant and I would notice how did the server do things, and what did they say? And it started opening up for me. In fact, my junior year in high school during the summer, I got a serving job and I was serving tables. And I remember, because I would split test different things to see what would give me more tips. If I said this to a person versus this. And I remember in fact, this is a 17 year old kid who's stuck on himself. I'd roll my sleeves. "If my sleeves are rolled up and they see more of my arms, would it be higher?" And literally would split test this thing to try to figure out how to increase them. And it's just weird. That was when I was young, and definitely it's messed me up nowadays, because it's hard for me when I see every ad, everything. I want to go deep into things, and I do sometimes but sometimes it takes me long rabbit holes. I don't know if that answers the question or not. Josh: Okay. Well, I want to kind of dive further down deeper into that, because I want to expand beyond just marketing as well. Because I think any of us as marketers when we have the light bulb turn on, you take the red pill or whatever it is. I remember for me, I had that first experience with money. I grew up in a very small, small, small town. The two towns collectively combined had 750 people in them, and one bank and a gas station. Very, very small world. And then I started learning about money, and I'll never forget the day that it clicked for me. I was actually out in... I had already moved to Nebraska, and I started to realize how money flowed. And I got done reading this book, and I remember I picked up the phone and I called one of my friends who had been teaching me about money. I'm like, "Dude, I get it now. I get everywhere around. I can't not see how money is flowing and where it works." I'm like this, and now I have all these questions about it. And so I totally understand when your lights come on, you start seeing the whole world through that, for that specific thing. But I want to know what about other areas of your life, and how funnels and your viewpoint of funnels has affected that. And what I'm trying to get at and understand, is you talk a lot about in Expert Secrets, we're building this identity, we're building this community, we're building this movement, this calling. And what's interesting for me I've noticed, is that when I first got into this space, I was so new that the preconceived notions of what people should do or should not do did not affect me. Because I didn't know anything. I was like, "I know I'm an idiot." people were like, "You're doing that wrong?" I'm like, "Probably." And there was no ego in the way of it. But then as I grew, I thought there were certain ways that I had to think, or there were certain things that I had to do. And then if I broke free from the mold that everybody else was doing, then somehow that was wrong. And I struggled with that. Thankfully for me, I didn't stay in there. But what helped me get out of it, is I gave myself permission and I literally was like, "I'm doing my own world over here. Everybody else, they can have whatever it is that they want. They can make more money than me, that's fine. I'm building this own little thing." And when I envisioned myself stepping into this world, then I was allowed to make my own rules. And so the rules had to follow everything else, but people would be like, "Josh, it's super weird that you think about everything in marketing." And I'm like, "But that's my world." And so everything about my life, from what I buy, to where I live, to who I hung out with, was all shaped around that. And for a while, that was weird. And whenever I would go to my friends it was like, "You're weird." And I struggled with that. But then once I gave myself kind of permission to be like, "Well, that's just literally how I think. That's my world, and it's okay to be different." That really freed me. And so I'm curious. How has funnels shaped your world outside of only marketing? And what would you tell somebody? Would you tell someone it's okay to like view the world through whatever their new opportunity is, in all aspects of life? Does that make sense? Russell: I think so. It's interesting, because I know you're trying to get outside of marketing, but it's fascinating because in my vision of the world, like everything is marketing. Josh: That's what I'm saying though. That's what I'm saying. Russell: When I meant my wife- Josh: How has that affected relationships? When you are dealing with a problem in your family, do like go like, "What's the funnel for this?" Does that make sense? Russell: How do we craft the story, the pitch, the thing. But it's true, because I think about when I met my wife. When I met her, there were multiple people who... She was the prospect and multiple people all competing for her attention. It was like, "Okay. I've got to create a better offer. I'm not the best looking guy, so I got to... What are the tools I have to increase the value of what I have to be more attractive to her?" And things like that. With my kids right now, it's tough because my kids have got so many distractions and there's things that are way cooler than dad. I'm always trying to think through that lens of, "Okay." Josh: Wait, there's people cooler and Russell Brunson? What? Russell: You could never be a prophet in your hometown, they say. You're never cool to your own kids. But it's tough though, because I'm competing against all of... For my kids, the rappers that are in their ears, and they're listening to all these people who... That part of the world. And they got their friends and they got these... There's so many things we're competing against. It's like, "Okay. Well, how do I take them on this journey to be able to help?" And you talked about universe building, which is true. In fact, I'm working on a project with Dan Kennedy right now, and it's all about that concept of universe building, and things like that. And you look at the big companies that have done it successfully, that's what they did. Walt Disney built this universe. In fact, I've listened to the interviewed me and Dan did on Funnel Hacking Live, and he talked about Walt Disney and Hefner were basically the same business. He's like, "One had bunnies and one had had rabbits or whatever. Or one had mice, one had bunnies." But it's the same business, right? They both had a universe that people came into. And I think about that. We're doing the same thing. You create a universe for your customers. That's a lot of what the Expert Secrets and everything is about, creating this customer universe. But it's true in your office with your team, it's true with your family, it's true with your relationships. You're kind of trying to craft this environment that makes people first off want to be there and to be part of it, and then to persuade people to hopefully get the things you're looking for. All of us are in a persuasion business, even we don't want to admit it. And people are like, "I don't persuade people. I don't manipulate people." But you are. What do you want to eat for dinner tonight? You got to persuade the other person. What movie do you want to go to? Are we going to go out tonight, or are we going to sit home on the couch? You're always in this thing of persuasion. And if you look at any kind of sales environment, is the number one. The biggest, one of the most important things when you're trying to sell somebody something, is the, the environment. The universe that you put them in. It's the reason why if I do a pitch on a virtual event, where somebody is at their own home, in their own environment, and I'm giving them a glimpse in my environment. I can convert and I can sell people. But I do the exact same presentation at Funnel Hacking Live in a room where I control the environment, they're in my universe. My sales were 5-6X, even though it's the exact same presentation, exact same everything because I'm controlling the environment. And so my home, same thing. How do I control this environment, my home? And how do I structure things? And how do we set the same things? You think about in the ClickFunnels ecosystem, we've got these awards. We got the Two Comma Club awards, Two Comma Club X. We have things like that. How do we create these things for people to strive towards inside of our families? Colette and I did that a couple years ago. We were trying to figure out what's our family goals. Do we have a goal? What does that look like? What's something that we can collectively all work towards together? And in the Mormon church, one of the biggest goals is you want to get married in the temple. But to get married in the temple, you have to be living worthily. There's all these things to do. And so as a family, we set a goal. How do you explain it? If my kids get married in the temple, their younger siblings won't be able to go, because they're not old enough to be able to go into the temple to actually witness the marriage. The goal we set as a family, we set a goal of when Nora... Because Nora is the youngest. When Nora gets married, the goal is we'd love her to get married in the temple, and we want all of our family to be there. Which means all of our family has lived in a way where we're worthy to be there together as the family. That became our family goal, and it's this thing we're all shooting towards. And it's fun, because now when I'm having family conversations with my kids, it's like, "Hey, you shouldn't be doing that." It's like, "Hey, these are things that are keeping us away from our family goal." We want to do this thing in 10 years from now, 15 years ago, Nora... But the way you're living, you're not going to be able to do that. And it's less of me trying to tell them what to do, as much as this is the goal we collectively set as a family. This is what we're trying to get to. Same thing in Marketing, we're trying to get the Two Comma Club award, cool. You can go listen to forty other gurus if you want, but this is the path. This is the process. We can get you there, but if you're distracted... It's just kind of a similar thing where, you set the things inside the universe, the goals, the steps. And hopefully, everyone... Not that they will or that they want to. Maybe my kids decide they hate the universe and they want to break out of it, and that can happen, too. People don’t think funnels are cool, because they don't like me. I talk too fast or I'm annoying or whatever, and they enter different a different universe, but that's okay. Josh: Yeah. And I think entering a different universe, I think maybe what I'm trying to get at is I grew up, once again, super small town. Super small world, and I just figured there was a way the world worked. Singular. That's how it worked. And as I've grown up, I was striving to figure that out. I'm like, "What's the way the world works?" And I get out there and I'm like, "Oh, my gosh. There's five million different ways the world works." And depending upon whose world old that you're in. And so I was watching the football game last night. We had it on. It was the Steelers and the Vikings. I don't know. By the way, I know you don't watch football, but I'm going to make a prediction on here for all my football fans out there. Patriots are going to the Super Bowl versus Tom Brady. It's going to be Tom Brady and the Bucks versus Bill Belichick and the Patriots in the Super Bowl. Anyway, we're watching it last night and they have this documentary that's coming out. Do you know who John Madden is? Russell: Yeah. Just from the video game. Josh: Yeah. They have this whole thing on Madden and his whole life. And it's coming out, this documentary, and they do little clips, and there's all these different little people talking about it. And they're like, "This dude, you couldn't be around him and not love football. Because he just exuded football in every aspect of his life. At the dinner table, around his family, around his friends, at the... Football, football, football, football." And it got me thinking, because I'm preparing for this interview last night. And I'm like, "That guy's whole life was football. That's how it came about. He couldn't imagine a reality where football didn't exist. "Yet there's somebody else out. There's millions, billions of people out in this world who they never heard of or think about or want anything to do with football." And so here's a guy where his whole life revolves around football. All of his analogies, all of his stories, all of his strategies, everything was football all. And then I was like, "Oh, I wonder if that's what it's like living with Russell." Everything is funnels. And it's like funnels, funnels, funnels, funnels, funnels. I feel like sometimes as entrepreneurs, I know I struggled with this for a while, and I struggled with this a lot more when I didn't know what I wanted to do with my life. When I was still trying to figure out my voice and kind of everything like that. But I'm like, "I just can't be the X guy, because that would be weird. That's not how reality works. That's not how life works. You don't just get to just focus on all of this." But I feel like it is. And I feel like you don't necessarily have to be a single thing guy, but I feel like you can. In the sense of... And that's why I'm trying to get at with you, is I feel like you've gone into this world and you've found the thing that works. And you've said, "Hey, listen, basically, in life you have to know where it is that you're going and how it is that you're going to get there." That's essentially in life, and that's kind of my core premise of everything. I'm like, "I don't care how you live in life." But I'm like, "If you don't know where you're going and how you're going to get there, your life is going to suck. You're not going to have a very fulfilled life." And so I feel like for you, you've figured out, "Okay. Wherever I want to get, this is the vehicle I'm going to use." And you've built an entire reality and universe around that. Yeah? Russell: Yeah, for sure. And it's interesting though, too, because I actually was on a call last night with Stu McLaren at their prediction college here, and he was asking my predictions for the future. And it's interesting because yes, funnels is the thing. It's my lens. And that's what people come to me. It's the lens they come through. But what I think is fascinating, and I see this with... In fact, I told Stu, I'm like, "There's an evolution. People were experts for a while and then they became influencers." And I think the next phase, it won't stick. People will still call themselves influencers, because it sounds cool and they feel the significance of that. But I think the next phase is people are going to become curators more so. Which is someone comes to me for funnels, but it's interesting because my last inner circle meeting, people pay 50 grand to be in the room. There's 100 people in this room and they're here because they want to learn funnels from Russell. We're talking about funnels and then we open for Q&A. And guess how many funnel questions came through? Zero. The questions were, "Russell, I came to you for funnels, but I trust you. I like you." And they didn't say this, but this is what happened, is they wanted to figure out how I curate. They wanted me to curate other thoughts for them. "I trust you in this, therefore what do you think about religion?" And they want me to take all my years of curation of all the ideas like, "This is what I believe." Or they're like, "How is your family successful?" And so they asked me these other questions. And I was telling Stu last night. I'm like, "Stu, you're the membership guy. People come from your memberships. But after they come in, that's what brings them into the door, but then they're coming because they want your curation of other ideas." Dan Usher. I think Dan on our team. It was fascinating, because his favorite band is Rufus or something like that. I don't really know the band that well. But he's obsessed with them and their music, and so he follows them, he loves them and everything. And he just bought his first house out here in Boise, so he needed to get art on the wall. He's like, "Well, I love Rufus. I trust them. They've curated their favorite art." He went and bought everything that Rufus ever said they like for art and put it on his wall. He's like, "Cool. Because I trust them, therefore I want this." And then he bought the furniture that they have in their house, because he trusts their opinion on this and other things. And so I think it's with Madden, I'm sure the football is what brings people in. And they come in there, they sit at the table for that. But then if they like him and they connect with him, then they want to know, "What else do you know?” I want to go down these other rabbit holes with you, because I trust you and I trust your opinion. I trust because you've already kind of done that." I think for me, that's probably more so, is they come in from one thing, but then if they connect with you then they want to dive deep on all the other pieces, the things that you find fascinating. Josh: Yeah. It's almost like they need the in to step into your universe, and then you get to build the rest of the universe out for them simply because you've built trust in that one area. Russell: Yeah. And what's fascinating. If you rewind back in my history 15 years ago, it was tough because when I was trying to create my universe, I didn't know that's what it was called. But it was funny. If you look at the landscape in our industry back then, it was interesting. Jeff Walker was the launch guy, Frank Kern was the mass control guy, Filsaime was the butterfly marketing person. Everyone had a thing where they were the best. Brad Fallon was SEO, and then you had Perry Marshall was PPC, and everyone had their thing. And I came in, I was good at all of this. I'm like, "I'm the guy who do everything." And I'd go to events like, "Cool, what do you do?" I'm like, "What do you need? I'm good at copywriting, and I can do all the things." And people are like, "Oh, okay." But then they'd go and they'd sign up for Jeff for launch. And I'm like, "I can do launch. I've done tons of launches." Or they'd go to whoever for copywriting, John Carlton for copywriting. I'm like, "God, I've done all these things." But there wasn't a thing. It wasn't until I specialize in. "Okay. Funnels is the thing." And it was a narrow focus where people could attach a thing in their head like, "Oh, Russell is the guy who does funnels." And they do that. But they come into the... That's the doorway that brings them into my world. But inside the funnel world, what is there? You can launch a funnel. There's copywriting, there's traffic driving, there's all these other things. But I had to bring them in through a channel they could connect with, they could label me with. You know what I mean? But after they're in my universe, there's all sorts of stuff I can do with him. Josh: I feel like that right there was the core of what I was trying to get after. I think a lot of people struggle with or are afraid to claim their thing, because they're like, "I can't just claim it." Funnels. Russell could claim funnels because that was a thing, but was it a thing before Russell? Was there a funnel... You are the one that came in and nobody came to you and was like, "Russell, you're the funnel guy. Go." You were the one that had to decide that. You were the one that had to come in and be like… Russell: And it's fascinating, because I was the only one back then talking about it. There was a bunch of people. In fact, I remember Todd and I started building ClickFunnels. And I remember about that time it was T&C, so it was the T&C before we launched ClickFunnels. And we got T&C, we were sitting in the audience, and Todd and I are mapping things out, and we're talking back and forth. And the entire T&C, that event was about funnels. And so Ryan was on stage, Perry was on stage talking about funnels they developed. "This is the funnel framework for all funnels." They sold the $18,000 funnel coaching program and half the room signed up, and all this stuff. And I was like, "Oh, my gosh. That's what we're trying to go, but they just took it from us." And then it was crazy. After that T&C, then everyone was talking about funnels. And it was funny, because the next week everyone became a funnel consultant. All of a sudden, 2,000 little funnel consultants were running around the internet talking about funnels. And I remember Mike Filsaime had done something showing behind the scenes of one of his funnels, and I remember somebody else got mad. I'm like, "We're the funnel person. You shouldn't be talking about this us." And I remember Mike and him were fighting back and forth. I was kind of watching this and I was like, "We have this software coming out called ClickFunnels. And I have this book I'm writing that's almost done called Dotcom Secrets, which is all about funnels." And so I was stepping in this thing where there was a whole bunch of noise around this topic, and I could have been like, "Who am I? I'm not qualified." Whatever. But instead I was like, "You know what? This is what I'm obsessed with. And I'm just going to do my thing, and I don't care about everybody else." And so I just did my thing and came out there, and there were people who... I can't tell the actual stories, but there were people who were upset. "You shouldn't be talking about this, Russel. This is so and so's thing." And then at TNC the next year, there was some weird comments from stage made about stuff. Because in fact, somebody said from stage, "Because of what we talked about last year at T&C, Russell created ClickFunnels because of us." And they gave them credit for this thing. And it was just this craziness. But man, we were the only ones who took it and that were consistent, consistent, consistent, consistent. I'm seven, almost eight years into the consistency, which is how you define the path. That's how you get the... You look at Jeff Walker, who's been talking about product launches for 20 years. Therefore, he's the product launch guy. People try to come dethrone him, but he's been consistently talking about the same thing for so long that you can't. And so the biggest thing is picking the platform, and then you just triple down on it and you keep doing it, and doing it, and doing it. And eventually, you will rise the Victor. But most people don't have the longterm, the patients to keep just drilling in for long enough to make it stick. Josh: Yeah. And I think that a lot of times, at least in my experience, and it could be different for other people. But a lot of times, it's because you're just not confident enough in it. The only thing that's going to be the difference of whether or not it's going to stick or not, is whether or not you're confident enough to follow through. That's not necessarily true for every single product universally. Sometimes the market doesn't fit, and sometimes there really is... If you tried to launch a competitor to iPhone right now, you're probably not going to make it. But generally speaking, especially in our world with funnels and experts and a lot of online influencer marketing and things of that nature. It's basically whoever sticks at it the longest and then creates the clearest, simplest stories, the clearest, simplest frameworks, and the easiest way for people to be able to get results with it, are the ones that are actually going to make it and follow through. Russell: Yeah. That’s the game, and it’s so much fun. Josh: All right. Well, I'm ready to move onto topic number two here. We're about at time. Russell: All right. Josh: You ready to rock and roll? Russell: We'll wrap it up. Thank you guys for listening. If you enjoyed this, let us know. Otherwise, we'll never do this again, so if you loved it, tag me and Josh on Facebook, Instagram, wherever you guys do stuff. If you tweet, I probably won't see it there, but tweet it up and let us know, and we'll come back and do some more of this stuff. Learn more about your ad choices. Visit megaphone.fm/adchoices

What's up, everybody? This is Russell Brunson. Welcome back to Marketing Secrets Podcast. Today I've got two things for you. Number one, I got kind of a cold. So if I sound a little funny, that's why. Number two is you guys loved our last three podcast episodes with Josh Forty, so we thought we should do it again.

So today we just jumped on a call and we recorded three more episodes for you and they've been a lot of fun. So the first episode was all about just kind of – it was an interesting conversation and I think it took us a while to get exactly to the point. Um, it was all about just kind of, it was an interesting conversation. Um, and I think it took us a while to get exactly to the point, but by the end, like the end of it wraps for some really cool thoughts and ideas. I think some clarifications that'll help you guys a lot, but it was all about like, I'm in this world of funnels and like, how has that affected my world perspective, my worldview and everything else happening around me.

Um, and how does that work for you with the thing that you're most passionate and most obsessed with? And so I think you guys will enjoy this conversation. With that said, I'll queue up the theme song. We come back, have a chance to listen in on a conversation with me and Josh 40. So the big question is this, how are entrepreneurs like us who didn't cheat and take on venture capital? We're spending money from our own pockets. How do we market in a way that lets us get our products and our services and the things that we believe in out to the world and yet still remain profitable? That is the question and this podcast will give you the answers. My name is Russell Brunson and welcome to Marketing Secrets.

What's up everybody? It's Russell Brunson. Welcome back to Marketing Secrets Podcast. So a little while ago, Josh Forte and I did a couple episodes. We've done this like three times now technically. This is the fourth, but we did an episode a little while ago and just to see how you guys liked it. And the feedback was amazing. I got tons of good feedback. I think you did as well, right? You saw everyone. I got tons. I sent you some of them. Yeah. We convinced somebody to start a podcast over.

Because of the podcast. Yes, the podcast. Because of the podcast. We're somebody to start a podcast over. Because of the podcast. Yes, the podcast. Because of the podcast. We're going to start a podcast. So we are having little podcast babies now because of what happened last time we hung out. And I'm pumped. So we'll jump back in. We've got three episodes of recording today. I know the title of the topics, but that's about it.

I don't know where we're going, the direction. But I'm pumped and excited and just grateful for you, man, doing these. I really enjoyed it last time I left afterwards. I was pumped and on fire and had a ton of energy. So I'm excited for this. Heck yeah. That's awesome. Well, are you sick?

Yes, I have a little stuffy nose. So I apologize in advance if I sound – my voice sounds deeper though, so I sound more masculine, which is kind of cool. But yeah, I definitely got a little bit of a cold. Oh, man. As long as it's not COVID. Oh, yeah. I did that. We're good. The antibodies are flowing through my body so i'm i'm pretty good there so heck yeah but well what's the plan today what are we talking about for this episode i'd love to uh to get kind of are we doing intros

are we just dumping this is the intro i'll do it this is it oh we're in we're rocking and rolling we're live let's go we're all right. All right. Let's dive in. Dude, interestingly enough, as I went back and I started going – by the way, I actually listened to all three of our episodes even though we did them. I actually went back and listened because I'm that geeky nerd. I was talking to one of my friends. We were sending Voxes back and forth to each other, and he's like, I just listened to my Vox back to you. And I'm like, I'm glad I'm not the only one that does that. He's like, no, no, you are the only one.

I just did that one time. I'm like, crap. Dang it. I go back through it. I listen to you, and I'm like I'm glad I'm not the only one that does that. He's like, oh, no, you are the only one. I just did that one time. I'm like, crap, dang it. I go back through. I listen to Vox or I listen to podcasts. I'm like trying to figure out how he could have made him better. But what's interesting is as – I want to take this one a little bit of a different route today to kind of kick things off, all right? Because normally like I'd say there's like two types of podcasts. There's educational podcasts, which is, hey, you're talking on a a very specific topic and you're trying to educate people on that. And then

there's entertainment podcasts, right? Entertainment is much more like, maybe it's not, you know, could be educational still, but it's not designed to educate you on one specific thing and then break all the bleeds around that thing. And then, you know, do the whole perfect webinar thing on a podcast episode and then, you know, whatever. Right. But rather just kind of have an open conversation. And I want to open this one up talking specifically about funnels and not funnels and how you build them. But I want to know, like, is funnels a worldview for you? And what I mean by that is like – so right now I'm really, really big into storytelling, right? That's like kind of like my thing that I'm geeking out about is how to tell amazing stories.

And I call it like the master story, right? Like that's the core thing that I'm trying to figure out right now is like the master story for me is like the, what's the one story I got to get people to believe that if they believe that story, like they'll do whatever I want them to do. Right. It's like the big domino statement of stories. Right. But as I've done that, I've kind of gone out and like everything in my life now revolves around stories. I'm like, Oh, story there, story there. Oh, that's a story. Oh, that's a story. And it's like my whole life now is just like,'m just everything is stories right and so you obviously i'm a huge fan of expert secrets and dot-com secrets and you wrote those books and everything like that you talk about

kind of like building this world and this identity and bringing everybody in and so i'm curious like for you like i want like where do funnels play into your life besides just marketing like is this a worldview is this a wet lens upon which you view the world? Yes, for sure it is. It's interesting. I still remember back when I first got in this game and I was learning marketing and then I started studying Dan Kennedy stuff

and started learning, you know, and I remember starting after I got that, some of the initial inputs of like this world, it's like, what's the matrix? Like the red pill or the blue pill, right? I took the pill and all of a sudden I got that, some of the initial inputs of like this world, it's like, what's the matrix? Like the red pill or the blue pill, right? I took the pill and all of a sudden I was like, oh my gosh, I see the world differently. And for me, it was fascinating.

Like I started loving, I became obsessed. In fact, you can ask my wife this. We first got married. We listened to the radio and like commercials would come on and she'd want to change. I'm like, no, no, no. Like they do a good job. They do a bad job. How can they do it better?

And like I started geeking out on that. And like I started watching more infomercials. I started watching, like, as you go down the highway and you see the billboards. Like, okay, that billboard didn't make me do anything, did it not? Like, was there a call to action? Was there not? Like, if there was, what did it – so I get my phone out. I call the number.

Like, what happened? What was the sales pitch? And I started, like – I started seeing, like, behind the curtain of, like, what was happening, right? And I became obsessed, like, like seeing that. And I remember, um, this is probably a little bit prior to this, but, but after I started seeing things, I started realizing how things made me feel. Like I remember in high school, um, I got, uh, I was a wrestler, as you know, and, um, I was into my, my health and fitness. I didn't understand it back then, but I do remember Bill Phillips had a magazine called muscle media. This is probably way before your time, but it was like the first like muscle building magazine that

wasn't like, like all the other ones were like these dudes who were just like, well, like steroided out and like muscle media was like, like the, the, the dudes and the ladies in it was like who you want to look like. They thought that looks amazing. And, and then he had a supplement company called EAS he launched. And, and so I got into supplements and got into Bill Phillips. I got into like his world, like where I was reading his magazine articles andAS he launched. And so I got into supplements. I got into Bill Phillips. I got into his world where I was reading his magazine articles and buying his supplements, and it was cool. But I remember I wanted to buy some, I can't remember what their new supplement was,

and there was a GNC close to my house. And so I remember jumping on my bike, riding down to GNC, being so excited to buy the supplement. And I walked through the door. And as soon as I walked through the door of the GNC, the person came out and was like, hey, how can I help you? And I'm like, oh. And I kind of freaked out. I was like, oh, I'm just looking. And I got all nervous. And then I kind of wandered away. And then it felt like the person was kind

of following me and everything. And I remember I came there because I wanted to buy something, but I felt so uncomfortable. Excuse me. I was like, eventually I snuck out and I left. And I was like, oh, I didn't get the thing because I felt so uncomfortable in the process that even though I came there with my money in hand, ready to buy something, I didn't because I didn't like the process. And I've noticed – I don't know if you ever go to a GNC. As soon as you walk in, they always come and they pounce on you. And even to this day when I walk in a GNC, it's one of my favorite stores. But I know the initial anxiety of like the person pouncing on me asking if I can help them or what I'm looking for. I'm like, I don't know what I'm looking for.

I want to literally read the back of every label of every bottle here. Like I'll come to you if I need your help, but don't know what I'm looking for. I want to literally read the back of every label of every bottle here. Like, like I'll come to you if I need your help, but don't come and like pounce on me. And I started realizing that. And I started thinking like, this was my story. Like, how would I want it to be approached?

Like what would have, and I started thinking like the script. And I started thinking if I came in the door and the person says something like, Hey, welcome to GNC today. I'm over here. If you need anything,

let me know. Um, and like, it was like more of a deflect. Like I would have felt more comfortable. I would have walked, walked around. Then I would have felt comfortable coming back to the person

and I just started thinking through that. And I remember, anyway, that was before I learned marketing. I remember feeling that way and as I started studying marketing, I was like, oh my gosh, I now know why I felt that way. The script was wrong and the process was wrong and I started thinking through things more like that. And I'm sure it was annoying for my family.

Like, we'd go to a restaurant and I would notice, how did the server do things and what do they say? It just started opening up for me. In fact, my junior year in high school, during the summer, I got a serving job and I was serving tables. I remember because I would split test different things to see what would give me more tips. If I said this person versus this,

and I remember, in fact, this is like a you know, a 17 year old kid who stuck on himself. So I was like, I'd roll up my sleeves, like my sleeves were rolled up and they see more of my arms. Would it be higher? And I literally would split test this thing to try to figure out how to increase them. And it's just, it's just weird. So that was like when I was young and definitely like, it's, it's messed me up nowadays. Cause it's hard for me when I see every ad, every, everything, like I want to go deep into things and I do sometimes, but sometimes it takes me long rabbit holes. So I don't know if I answered the question or not, but. Well, okay. Well, I want to kind of dive deeper, further down deeper into that. Cause I want to expand beyond just marketing as well. Right. Because like, I think,

you know, any of us as marketers, when we have the light bulb turned on, you take the red pill or whatever it is and it's just like – I remember for me, I had that first experience with money, right? Like I grew up in a very small – like a small, small, small town. Like the two towns collectively combined had 750 people in them and like one bank and a gas station, right? So like very, very small world. And then like I started learning about money and I'll never forget like the day that it clicked for me. I was actually out in – I had already moved to Nebraska and I started to realize like how money like flowed. I got done reading this book and I remember I like – I picked up the phone. I called this – one of my friends who had been teaching me about money.

I'm like, dude, I get it now. Like I get like everywhere around like I can't not see how money is flowing and where it works and like this. And I have all these questions about it, right? And so like I totally understand. Like when your lights come on, like you you start seeing it the whole world through that for that specific thing but what about like i want to know like what about other areas of your life and how funnels and like your viewpoint of funnels has affected that and what i'm trying to get at and understand is you know you talk a lot about in expert secrets like we're building this identity

we're building this community we're building building this community. We're building this, this movement, this calling. Right. And what's interesting for me is I've noticed is that when I, when I first got into this space, I was so new that, um, the preconceived notions of what people should do or should not do did not affect me because like, I didn't know anything. So I was like, I know I'm an idiot. I know. I don't like, like people are like, you know, you're doing that wrong. I'm like, probably right. Like, and there was no like ego in the way of it. Right. But then as I like grew, I thought there were like certain ways that I like had to think,

or there were certain things that I had to do. And then it was like, if I broke free from the mold that everybody else was doing, then that somehow that was wrong. Right. And I struggled with that. Not for, you know, thankfully for me, I didn't stay in there, but what helped me get out of it is I gave myself permission. And I was like no i'm like i'm doing my own world over here right like everybody else like they can have whatever it is that they want like

they can make more money than me that's fine like i'm building this own little thing and when i like envisioned myself stepping into this world then i was allowed to make my own rules right and so like the rules had to follow everything else but like like people would be like, Josh, it's super weird that you think about everything in marketing. And I'm like, but that's my world. Right. And so like I, everything about my life from the, what I buy to where I live to, you know, who I hung out with or was all shaped around that. And for a while that was weird. Right. And like, whenever I would go into my friends, it was like, you're weird. And I'm like, I struggled with that. But then once I gave myself kind of permission to be like, well, that's just how, that's literally

how I think that's my world. That's my, you know, and it's okay to be different. Like that really freed me. And so I'm curious, like, like how has funnels shaped your world outside of only marketing? And what would you tell somebody? Is it, no, would you tell someone it's okay to like view the world through whatever their new opportunity is in all aspects of life does that make sense i think so um it's interesting because i know you're trying to get outside of marketing but it's fascinating because like in my in my vision of the world like everything is marketing right that's what i'm saying though that's what i'm saying like how does that affect relationships and like when you are dealing with a problem in your family

do you like go like like what's the funnel for this yeah because like how do we have the story the pitch the the thing but it's true because like i think about my wife right like uh when i met her there were multiple people who you know she was the the prospect and multiple people all competing for her attention it was like okay like i've got to create a better offer. Like I'm, I'm not the best looking guy. So I got to like, what are, what are the tools I have to increase the value of what I have to, to be more attractive to her and things like that. You know, um, with my kids right now, it's tough because now my kids have got so many distractions and there's things that are way cooler than dad. So it's like, I'm always trying to think to that lens of, okay, like,

wait, there's people cooler than Russell Brunson. What? You can never be a prophet in your hometown. They right like you never cool to your kids but it's like it's tough though because like i'm competing against all of you know for my kids like the rappers that are in their ears and i'm you know they're listening to all these people who you know like those that part of the world then they got their friends and they've got these there's so many things we're competing against it's like okay well how, well, how do I – like how do I take them on this journey to be able to help? And you talked about universe building, which is true. In fact, it's been – I'm working on a project with Dan Kennedy right now, and it's all about that, that concept of universe building and things like that.

And you look at the big companies that have done it successfully. That's what they did. Like Walt Disney built this universe. In fact, I was listening to the interview me and Dan did on Fun Hocking Live, and he talked about Walt Disney. He was saying you have to run the same – basically the same business, right? He's like one had bunnies and one had rabbits or whatever, but – or mice wanted bunnies, but it's the same business, right? Right, right, right, right. The people came into – and I think about that like we're doing the same thing. Like you create a universe for your – if you're customers, you know, if your customers, that's a lot, a lot of what the expert secrets,

everything's about, like creating this, this customer universe, but it's true. Like in your, in your office with your, with your team, it's true with your family. It's true with your relationships. Like you're kind of trying to, to craft this, this environment that makes people first off want to be there and to be part of it. And then to, um, persuade people to, you know, hopefully get the things you're looking for. All of us are in a persuasion business even if we don't wanna admit it. People are like, oh, I don't persuade people,

I don't manipulate people, but you are. What do you want to eat for dinner tonight? You gotta persuade the other person. What movie do you wanna go to? Are we gonna go out tonight or are we gonna sit home on the couch? You're always in this thing of persuasion and if you look at any kind of sales,

environment is the number one thing, like the biggest, one of the most important things when you're trying to sell somebody something, right, is the environment, the universe that you put them in. It's the reason why if I do a pitch on a virtual event where somebody's at their own home in their own environment and I'm giving them a glimpse in my environment, I can convert and I can sell people.

I do the exact same presentation at Funnel Hacking Live in a room where I control the environment. They're in my universe, I can, my sales were five, six, six X, even though it's the exact same presentation, exact same everything because I'm controlling the environment. And so my home, it's the same thing, how do I control this environment in my home, and how do I structure things, and how do we set,

you know, the same things, like you think about in the ClickFunnels ecosystem, we've got these awards, Two Common Club Awards, Two Common Club X, we have things like that. How do we create these things for people to strive towards inside of our families? Colette and I did that a couple years ago. We were trying to figure out, what's our family goals?

Do we have a goal? What does that look like? What's something that we can collectively all work towards together? And in the Mormon church, one of the biggest goals is, like, you want to get married in the temple. But to get married in the temple, you have to be living worthily. There are all these things to do, right? And so as a family, we set a goal, like, because how do you explain it?

Like, if my kids get married in the temple, like their younger siblings won't be able to go because they're not old enough to be able to go into the temple to actually witness the marriage, right? So the goal we set as a family, we set a goal of like when Nora, because Nora's the youngest, when Nora gets married, the goal is that we would love for her to get married in the temple

and we want all of our family to be there. So it means all of our family has lived in a way where we're worthy to be there together in the family. So that became like our family goal. It's like this thing we're all shooting towards. And it's fun because now when I'm having family conversations with my kids, it's like, hey, you shouldn't be doing that. It's like, hey, these are things that are keeping us away from our family goal.

Like we weren't doing anything in 10 years, it's been about 15 years ago, but the way you're living, you're not going to be able to do that. And so it's less than being like trying to tell them what to do as much as like, this is the goal we collectively set as a family, this is what we're trying to get to, right? Same thing at Mark. We're trying to get to know, tell them what to do as much as like, we know this is the goal we collectively set as a family. This is what we're trying to get to, right? Say the, yeah, trying to get to comic club award, like, cool.

You can go listen to 40 other gurus if you want, but this is the path. This is the process. Like, like we can get you there, but if you're distracted, you know, it's just kind of a similar thing where you set these, you set the things out of the universe, the goals, the steps, and hopefully everyone, not that they will, or do they want to, or, you know, maybe my kids decide they hate the universe and they want to break out of it. And that can happen too. You know, people, right. Cause they don't like to be, I talk too fast or they want to or you know maybe my kids right side they hate the universe they want to break out of and that can happen too you know people right because they don't like me i talk too fast or i'm annoying or whatever they they enter different a different universe but

that's okay and so yeah well but and i think that's that entering a different universe i think maybe what i'm trying to get at is like i grew up once again super small town right super small world and i just figured there was a way the world worked. Like singular. That's how it worked, right? And like as I've grown up, I was striving to figure that out. I'm like, what's the way the world works? And like I get out there and I'm like, oh my gosh, there's like five million different ways the world works, right?

And like depending upon whose world that you're in. And so I was watching the football game last night we had it on um there's the steelers and the vikings i don't know by the way i know you don't watch football but i'm gonna make a prediction on here for all my football fans out there patriots are going to the super bowl versus tom bray is gonna be tom bray in the bucks versus bill belichick and patriots in the super bowl anyway we're watching it last night and they have this documentary that's coming out. Do you know who John Madden is? Madden from the video game.

Yeah, yeah. So they have this whole thing on Madden and Madden his whole life, right? And it's coming out. There's this documentary, and they do little clips, and there's all these different little people talking about it. And they're like, this dude, like you couldn't be around him and not love football

because he just exuded football in every aspect of his life, the dinner table, you know, around his family, around his friends, at the sport, this was football, football, football, football. Right. And it got me thinking, cause I, you know, I'm preparing for this interview last night and I'm like, that guy's whole life was football. That's how it came about. Right. Like there, what he couldn't imagine a reality where football didn't exist. right? Yet there's somebody else out there. There's millions, billions of people out in this world where they never heard of or think about or want anything to do with football, right? And so here's a guy where his whole life revolves around football, all of his analogies, all of his stories, all of his strategies, everything was, you know, football. And then I was like, oh, I wonder if

that's what it's like, like living with Russell, right? It's like everything is funnels, right? And it's like funnels, funnels, funnels, funnels, funnels. And I think like, I feel like sometimes as entrepreneurs, I know I struggled with this for a while, and I struggled with this a lot more when I didn't know what I wanted to do with my life, right? When I was still trying to figure out my voice and kind of everything like that. But I'm like, I just can't be the X guy, right? Because that would be weird.

Like, that's not how reality works. That's not how life works, right? You don't just get to just that's not how reality works. That's not how life works, right? You don't just get to just focus on all of this, but I feel like it is. And I feel like you don't necessarily have to be a single thing guy, but I feel like you can, right? In the sense of, and that's what I'm trying to get out with you is like, I feel like you've gone into this world and you've found the thing that works, right? And you've said, Hey, listen, basically in life, you have to know where it is that you're going and how it is that you're going to get there. Right. Like that's essentially

in life. And that's kind of my core premise of everything. I'm like, I don't care how you live in life, but I'm like, if you don't know where you're going and how you're going to get there, you're going to live your life's going to suck. Right. It's just, you're not going to have a very fulfilled life. And so I feel like for you, you figured out, okay, wherever I want to get, this is the vehicle I'm going to use. and you've built an entire reality and universe around that. Yeah? Yeah, for sure. And it's interesting, though, too, because I was on a call last night with Stu McLaren, their prediction college here, and he was asking my predictions for the future.

And it's interesting because, yes, funnels is like the thing, right? It's like my lens. And that's what people come to me. Like it's the my lens and that's what people come to me like it's the the lens they come through but what i think is fascinating and i see this with with um in fact i know stew i'm like there's an evolution like people were experts for a while then they became influencers and i think the next phase um it won't stick people will still call themselves influencers because it sounds cooler and they feel you know they have the significance of that but i think the next phase

is is people are going to become curators more so, which is like someone comes to me for funnels, right? But it's interesting. Cause like, uh, my last inner circle meeting, you people paid 50 grand to be in the room.

There's a hundred people in this room and we're, they're here cause they want to learn funnels from Russell. Right? So we're talking about funnels that are going to be open for Q and a, and guess how many funnel questions came through zero. The question, Russell, I came to you for funnels,

but I trust you. I like you. And they wanted, and they didn't say this, I came to you for funnels, but I trust you. I like you. And they wanted – and they didn't say this, but this is what happened. They wanted to figure out how I curate – they wanted me to curate other thoughts for them. Like I trust you in this. Therefore, like what do you think about religion? And like they want me to take all my years of curation of all ideas like this is what I believe. Or they're like how is your family successful?

How does – and so they asked me these other questions. And so I think for – and I was telling Stu last night last night so you're like the membership guy right people come for your memberships but but after they come in like that's what brings them into the door um but then you know they're they're coming because they want your curation of other ideas like um dan usher i think you know dan on our team he was it's fascinating because yeah his favorite band is rufus or something like that i don't really know the band that well. But he's obsessed with them and their music. And so he follows them. He loves them and everything.

And he just bought his first house out here in Boise. And so he needed to get art on the wall. And he's like, well, I love Rufus. I trust them. They've curated their favorite art. So he went and bought everything that Rufus ever said they like for art and put it on his wall. He's like, cool. Because I trust them.

Therefore, I want this. And then he bought the furniture that they have in their house because he trusts their opinion on this and other things. And so I think it's, with Madden, I'm sure the football is what brings people in and they come in there, they're sitting at the table for that, but then it's like if they like him and they connect with him, then it's like they want to know, what else do you want to know? I want to go in these other rabbit holes with you because I trust you and I trust your opinion.

I trust because you've already kind of done that. So I think for me that's probably more so is they come in from one thing, but then it's if they connect with you, then they want to dive deep on all the other pieces, the other things that you find fascinating. Yeah. What's up, everybody? This is Russell Brunson. I've got something really cool for you today from my friend Taylor Wells.

And 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 into our high-end coaching program as well, and it is amazing.

But to kind of give you some context about this offer he's making for you guys, as you may or may not know, a few years ago, JPMorgan Chase did a study, and guess what they found? They found that the average small business only has about 28 days of operating expenses in reserve. That's right, less than a month of cash on hands. Now, if you're like me, the idea of your business being one bad month away from disaster is enough to make your stomach drop. Am I right? Especially with how the economy's been lately. It's not the time to be

gambling with your finances. So Taylor put together this book called The Revolving Pricing Method and it's awesome. It helps you turn every client you close into a long-term profit machine. We're not talking about one-time paydays. We're talking about creating sustainable and real predictable income for the long haul. Now here's where it gets even better. Taylor put together an awesome exclusive deal just for you guys, my Marketing Secrets listeners. And if you go over to wealthyconsultants.com slash secrets, you can grab The Revolving Price Method book and over $150 worth of bonuses and get this all. It's at 70% off. And I promise you guys as a customer of this, you are going to love it. So if you're serious about growing your business with

real stability, this is the model you need to add into your funnels. So go over to wealthyconsultant.com slash secrets, grab your 70% off deal, and let's start turning your clients into long-term revenue. Again, that's wealthyconsultant.com slash secrets. Do not miss out. 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,

you can actually apply this immediately. I took it for myself. I had my team take it. And what's cool about it is from there, we figured out exactly what people's working geniuses are. And that's important because if you're building a team or a company, you got to figure out, make sure that you have first off the right people, but make sure the right people are sitting in the right seats on the bus. And this is what this assessment will teach you how to do. Um, now normally this assessment, you can go to working genius.com and there's two G's in the middle, workinggenius.com, but I got you a 20% discount on the assessment, which is only $25. So don't stress. It's not an expensive test at all, but you get a 20% discount off when

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

secrets for 20% discount. Take this test for yourself and for your team. And I promise you will change the working dynamics amongst everybody and help your company to grow. Yeah. And, and you get that, like, that's the, it's almost like they need the end to step into your universe and then you get to build the rest of the universe out for them simply because you built trust in that one area. Yeah, and what's fascinating, so if you rewind back in my history 15 years ago, it was tough because when I was trying to create my universe,

I didn't know what it was called, but it was funny. If you look at the landscape in our industry back then, it was interesting. Jeff Walker was the launch guy. Frank Kern was the mass control guy. Phil Sim was the butterfly marketing person. Everyone had like a had a thing right where they were the best like uh brad fallon was uh seo and then you had uh perry marshall's ppc and everyone had their thing and i came in i was like i was good at all of this i'm like oh i'm the guy who can do everything and i go to events like cool

what do you do i'm like oh i like um what do you need like i'm gonna copy your item and i could do all the things um and people are like oh okay but then they go and they sign up for Jeff for launch and I'm like I can do launches I've done tons of launches or they go to whoever for copywriting John Carlton for copywriting and I'm like god I've done all these things but there wasn't like a thing it wasn't until like

I specialized and like funnels is the thing and it was a narrow focus people could like attach a thing in their head like oh Russell's the guy who does funnels is the thing, and it was a narrow focus. People could like attach a thing in their head like, oh, Russell is the guy who does funnels. And they do that. They come to my – like that's the doorway that brings them into my world, right? But inside the funnel world, what is there? Oh, you can launch a funnel.

There's copywriting. There's traffic driving. There's all these other things. But like I had to bring them in through a channel they could connect with, they could like label me with. You know what I mean? But after that, there's all sorts of stuff I can do with them. And that's what, like,

I feel like that right there was the course that I'm trying to, to get after was like, I think a lot of people, uh, struggle with or are afraid to claim their thing because they're like, I can't just claim it. Right. Like funnels, russell could claim

funnels because that was a thing but was it a thing before russell like was there a funnel like you are the one that came in and nobody came to you and was like russell you're the funnel guy go right like you were the one that had to decide that right you were the one that had to come in and be like it is fascinating because i was the only one back then talking about like there was there was a bunch of people in fact i remember I remember we had started – Todd and I had started building ClickFunnels. And I remember about that time it was TNC. So it was the TNC before we launched ClickFunnels. We got TNC.

We're sitting in the audience, and Todd and I are mapping things out, and we're talking back and forth. And the entire TNC, that event, was about funnels. And so Ryan was on stage. Perry was on stage talking about funnels. They developed like this is the funnel framework for about funnels. And so Ryan was on stage, Perry was on stage talking about funnels, they developed like, this is the funnel framework for all funnels, they sold the 18,000 dollar funnel coaching program and like half the room signed up and all this stuff.

And I was like, oh my gosh, like, that's what we're trying to go, but they just took it from us, you know? And then it was crazy, is that after that TNC, then everyone was talking about funnels and it was funny, because like the next week everyone became a funnel consultant. Also like 2,000 little funnel consultants were running around the internet, everyone talking about funnels and it was funny because like the next week everyone became a funnel consultant also like 2,000 little funnel consultants were running around the internet

talking about funnels and i remember um mike phil sim had done something showing back behind the scenes one of those funnels and i remember somebody else got mad i'm like like we're the funnel person you shouldn't be talking about this and i remember mike and him were fighting back and forth i was kind of watching this and i was like ah we have this software coming out called click funnels and i had this book i'm writing that's almost done called dot com secrets which is all about funnels and like and so so I was stepping into this thing where there was a whole bunch of noise around this topic. And I could have been like, oh, who am I?

I'm not qualified. Like, oh, you know, whatever. But instead I was like, you know what? This is what I'm obsessed with. And I'm just going to do my thing and I don't care about everybody else. And so I just did my thing and came out there. And there were people who were,

I can't tell the actual stories, but there were people who were upset. Like, you shouldn tell the actual stories, but there are people who were upset. Like, you shouldn't be talking about this, Russell. This is so-and-so's thing. And then at TNC the next year, there were some weird comments

from stage made about stuff because, in fact, somebody said from stage, like, because of what we talked about last year at TNC, Russell event,

you know, Russell created ClickFunnels because of us and they gave them credit for this thing and it was just like, it was just this craziness. But man, we were the only ones who like,

who took it and then were consistent, consistent, consistent, consistent. I'm seven, almost eight years into the consistency, which is how you define the path, right? That's how you get the, Jeff Walker's been talking about product launches for 20 years. Therefore, he's a product launch guy.

People try to come to like dethrone him, but he's been consistently talking about the same thing for so long that you can't. And so the biggest thing is like picking the platform and then you just triple on it, and you keep doing it and doing it and doing it, and eventually you will rise to the victor. But most people don't have the long-term – the patience to keep just drilling in for long enough to make it stick. Yeah, and I think that a lot of times, at least in my experience, and it could be different for other people, but a lot of times it's because you're just not confident enough in it. Yeah. Right?

The only thing that's going to – the difference of whether or not it's going to stick or not is whether or not you're confident enough to follow through. That's not necessarily true for every single product universally. Sometimes the market doesn't fit, and sometimes it's – there really is – if you try to launch a an uh competitor iphone right now you're probably not gonna you know probably not gonna make it right but like generally speaking especially in our world with funnels and experts and you know a lot of online influencer marketing and things of that nature it's like basically whoever sticks out the longest and then creates the clearest simplest stories the clearest simplest frameworks and the easiest way for people to be able to get results with it are the ones that are actually going to make it and fall through yeah yeah yeah Yeah. And it's so much fun.

All right. All right. Well, I'm ready to move on to topic number two here. We're about at time. All right. You ready to rock and roll? We'll wrap this episode. Thanks, guys, for listening.

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