Marketing Secrets with Russell Brunson - Funnel Hacking Live 2020 - The Highlights Show
Episode Date: February 5, 2020A recap of my favorite moments from the last six funnel hacking live events. On this episode Russell recaps his favorite parts of all six past Funnel Hacking Live events, and gives a quick recap of t...his year's event. Here are some of the awesome things you will hear in this episode: Find out why Russell didn't want to do another Funnel Hacking Live after year three. Hear which year was Russell's personal favorite and why. And see how he thinks this year's event went, and where it falls on his list of favorites. So listen here to find out what Russell really thinks of the past six years of Funnel Hacking Live. Transcript - https://marketingsecrets.com/blog/282-funnel-hacking-live-2020-the-highlights-show Learn more about your ad choices. Visit megaphone.fm/adchoices
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What's up, everybody? It's Russell Brunson. I want to welcome you back from Funnel Hacking Live, back to the Marketing Secrets Show.
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.
Hey everyone, we just got back from Funnel Hockey Live yesterday and then today I'm actually
flying with my family out to Puerto Rico to hang out with a whole bunch of amazing marketers out there. And, um, I've got a little short window to sit
and to message you guys. And part of me wants to sit down and do a huge recap of the entire event,
which was four days of insanity. Um, by far the best fun hiking I've ever had, which is
so crazy. Cause every year we get done, I was like, and every year the question is like,
how in the world are we going to make this better than last year like there's no way even to top it
and somehow some way um every year keeps getting better and better and better um and so like
anyway without me doing like a 14 hour episode kind of going into all the details and the stuff
um i was thinking more about like this is our event. And I want to talk about just kind of the
big things that I got from each event. Like the big takeaways and feelings I remember from each
one. And for those who are at these events, hopefully remind you that of those who aren't,
maybe it'll, I don't know, who knows what'll come up for you. And worst case scenario,
hopefully it'll get you to go and book tickets for next year's Funnel live um right now tickets are on sale i think from their day and then we
we pull them off the discount so i don't know if you'll if they'll be available or not but if they
are go to funnelhackinglive.com and get your tickets um for next year's event in 2021 back
in nashville again um it's gonna be amazing so with that said um so again this is our sixth
funnel hacking live so the very first one uh remember it was a couple months after we launched ClickFunnels
and people in our community started gathering together and doing these little meetups and
they call them, they call them hackathons.
Um, because me and Todd used to always talk about how like when we launched ClickFunnels,
we'd go into these hackathons, we'd go into a room for a week or two weeks, drink a bunch
of Red Bulls and, um, and code all night.
Okay.
I'm not gonna lie.
I don't know how to code and I didn't drink Red Bulls, but they would. And I would sit there and I would try to do marketing. I'd be doing
dream 100 and writing copy and writing emails and sales pages and like all the things to get ready
for this, this launch. And, uh, and so we started seeing people doing that and they were getting
together and people like, let's do a hackathon. Who wants to meet up in San Diego? Who wants to
meet up in, in Austin? And we started seeing this happening. Um, we're like, well, we should do an
event. And, um, I was actually really scared to do an event because um the last two
events i had done in a prior business one of them i had 300 people who signed up and then only 100
showed up which was bad next one we had 1200 people signed up and only 200 showed up which
was like humiliating to me um the second one wasn't my own personal event but i was part of the
the community that was doing it and we were getting there and we're about to open the doors and we looked out in the hallway and we're like, there's
no way there's 1200 people here. And so we came back in and we, we pulled out a thousand, almost
like probably eight, 900 chairs out of the, the, the room. And, um, it was the worst, most painful,
awkward, embarrassing feeling for me ever. People like came in and there's like, you know, two
thirds of the room was just empty,
no chairs. And the first third only had chairs. And, uh, anyway, I was like, I'll never do events
again. And so, you know, fast forward now, three or four years later, we're sitting at the thing
and it's like, we should do an event. I'm like, I don't want to do an event. Like, well, if we
don't, someone else doesn't start doing one in our community. Like it's happening regardless.
Like we have to do this thing. And so we finally agreed to do it.
Um, we sold tickets, we sold 600 tickets to it. It was in Las Vegas. And I remember being so scared that nobody was going to show up. And, um, we also were giving away my Ferrari at this thing.
And, uh, we were launching our dream car contest. So in the, in the room, we had a Ferrari and we
had a Corvette, which I ended up keeping that Corvette for a couple of years afterwards. Cause
it was pretty awesome. Um, but we had this event. I remember being so scared and then, um, and, uh, and, and, um, I remember we started at
noon day one and start noon. I remember sitting at like 11 o'clock, 1130 sitting behind stage,
like scared to death. No one's going to show up. I remember peeking behind the curtain and looking
out and being blown away that we packed the room. It was, it was packed. And, um, I didn't
know what to, I don't know what to do or to, you know, like just one of those things where you're
just like freaking out about everything. And, um, uh, uh, anyway, the event was amazing. We started
on, uh, getting started at noon and then we did the, the whole, um, that whole day, the second
day we did the whole day and third day went to about noon, the day three, and're done so like literally it was a two-day event i was like what else to talk about
and like i you know i was not an event person and i do remember that at the event is where we first
time we decided to launch a click funnel certification program and we were only gonna
have like 50 people sign up for it and it was one of the biggest table rushes i've ever seen we
ended up getting excuse me over 100 people signed up for it. And we launched our certification program. I remember that event and just like
when it was done, just being like so grateful and we weren't sure if we're going to do it again.
And finally we decided, yeah, let's do it again. So that was Fun Like Live part one. So Fun Like
Live part two, we decided to go to San Diego and we thought we'd make it a little bigger. So we
went from 600 seats to 1200, which I was super scared about.
And so we did in San Diego and, um, uh, that event is, let's see, how do we do it? Oh yeah.
That event is where we launched or no, we, we, um, we reopened up the certification program.
Um, I think year one was like $3,500. I think year two, we raised it for $8,000. This is the
first event we ever had a keynote speakers. We had Marcus and the Monas come, which was so cool.
And it was crazy.
We did the whole event.
We sold the certification program again.
This time we did it differently.
Darren Stevens, who's a close friend of mine, he kind of showed me the way that they sold
things at events.
And so we kind of modeled his model, which basically I talked about it.
I had everybody leave the room. And then if they wanted to sign up, they'd come back in
with the $500 deposit and they'd come back in. And then at the, and then basically what we do is
we'd sit down and, and, um, explain to them, you know, what it was. And they had a chance then to
pay the $10 or the $8,000 at that point. And I remember like everyone leaving the room being so
scared, like what if nobody comes back in? I was like hyperventilating, freaking out.
And then, um, and then we opened the door for those who wanted to sign back up and we
had like 120, 130 people come back in.
And, uh, we did over a million dollars in sales at that event.
I was just like, oh my gosh, this is crazy.
Um, and so that was year two.
Same thing that year.
I remember being scared death and I was going to show up.
Um, and that event was amazing.
And the big, I remember getting that event is I didn't just have marketing teachers. Like we did
year number one, I brought in some personal development coaches. We had, um, uh, Sean
Stevenson came and spoke. I can Marcus Limones, who I thought was going to be a business speaker,
but he was more personal development. He was amazing. Um, I had, um, I'm gonna blink out his
name. I was a comedian. He's like a personal development comedian. He came and spoke and it was like, awesome. Um, and, uh, yeah, that was that,
that was that, that year. So it was cool. So then fast forward to funnel. I can live 3.0,
went to Dallas and this time I think we had 1300 seats. We got a little bit bigger and we ended up
selling out really fast, which was kind of a, I was like, Oh my gosh, I guess this could be bigger
than we thought. This was the first year that I ever invited Tony Robbins to speak. I was so excited and so nervous.
We also shut down our certification program at that time. So we decided not to keep it in
certification for reasons that are, could be a podcast for another day. And so I was like,
I need something different to sell at the event. You know, each event we sell something.
And so we're kind of thinking through that. um and um we did a couple things number one that's
where we launched um action xmd the very first time and um i remember that presentation killed
it was one of my best presentations ever just went on stage with the we are not confusion soft
t-shirts i ripped my shirt off and um biggest table rush ever and tons of people signed up for
that which was awesome but then later in the event, um, we tried to sell, um, the, the fat events, people would come to Boise for $10,000 and I totally
screwed up that whole presentation. And he've got like five people to sign up. And I was just like
devastated because the year before we did over a million dollars and they should, we did like
50 grand or something in sales. Um, Oh, and I remember like, just you'd be bummed out. Cause
that event we, Oh, and I remember I tried to like orchest bummed out because that event we oh and i remember i tried
to like orchestrate the event i had a whole new idea that i thought was gonna be the greatest
thing ever so i orchestrated the event to set up the sale in a certain way and it completely
it completely bombed we lost money at that event i was like we should never do this again especially
if we spent so much money on tony robbins and like all these things and it's just like
i remember like that event and even like leading up to the event there's just like a these things. And it was just like, I remember like that event and even like leading up to the event, there's just like a couple of things. I did a presentation right before Tony
and I didn't go very well. And just, I remember like, just, uh, just like after like before Tony
got there, I was like, I never want to do this again. Like I'm done. I'll never do funnel hacking
live again. And Tony came out and he just killed it. Like it was amazing. I remember afterwards,
I came on stage and the entire audience stood up and started chanting my name. Um, and I was like, I didn't do anything. I brought Tony, but I didn't do anything.
But because I brought Tony to them, like people were chanting. I was like, Oh my gosh, this is,
this is amazing. And so after that event, I remember, um, going back and first I didn't
want to do it again, but we decided let's do it one more. Let's do it. No, let's do it again.
So we did. And this time we decided to go to Orlando and have 3,500 people.
So it got bigger.
We invited Tony back again.
He said yes, which was really, really cool.
And this time we hired Sage Productions,
which if anyone knows Barry and Blue at Sage,
they are an amazing team that helps you run events,
but also helps you choreograph
how you sell the events as well.
And so we changed how we did everything.
And of all the events I think we've ever done, this was my, this was one that was the most fulfilling for me for a lot of reasons. Number one, it was the first time we
ever had the operation underground railroad. We showed the operation to St. Um, video,
that presentation, uh, Tim Ballard was there. We brought everything on and like,
it was insanely emotional.
And I remember it was the end of night one.
I mean, day one was amazing anyway.
And then at the end of night one, we showed the documentary.
And then me and Tim Ballard got on stage.
We were bawling our eyes out.
I was an emotional wreck.
It was bad.
And that was day one.
Then day two went off.
Day three went off.
And then we launched the Two Common Club X coaching coaching program and we were hoping to sell like i think
250 people was the goal and uh night one we signed up i think like 400 people and i was just blown
away and then the next day we did a repitch which i'd never done before i had myron golden come up
and did this repitch we just kind of made up on the spot and he closed another 300 some people
so we had like 800 and something people who signed up for the coaching program that year i remember coming off
stage and melanie my assistant was back there and i walked up to her and she's bawling her eyes on
me what's the matter what's the matter she's like everything was just perfect she was like
we raised we ended up raising over a million dollars for our the coaching program ended up
doing uh over 10 million dollars in sales and was like, and what's crazy is that like three weeks earlier was the 10X event where I did $3.5 million in
sales. So it was like, this month was like insane. I did $3.5 million in sales in 90 minutes. And
then fast forward less than a month later, and we do 12, I think it ended up being $12 million.
I think it ended up being 12, $12 million in sales, you know, three weeks later at our event,
I was like, this is insane. And they're
raising a million dollars for charity. And then Tony came and spoke again and just, it was awesome.
And I was just like, that was definitely for me. That was probably my favorite Fondaki Lab
personally, just because of, um, yeah, it was just, it was, I don't know, like success from a,
from a, from a getting people signed up for coaching, but success from a charity. It was 3,500 people.
It was magical.
That was my event.
It was like the magical one.
Then fast forward to last year,
we decided to go to Funnel Hacking Live Nashville.
And this time we grew.
I think we ended up having about 4,300 people
if I remember right.
We came to this one.
It was in Nashville.
Our backdrop, that was sick.
We didn't have Tony Robbins this year, and we decided to do a concert instead,
so we had Lindsey Stirling at the end, and this event was amazing, like it just, it,
like all the things were awesome, and we launched, you know, we sold the coaching program again,
we didn't sell quite as many, but it was pretty close. I think we ended up with like 750 people joined the coaching program, um, during that one, which was, which was again,
I'm glad I think year earlier, it was like 850 if I remember right. This was like 750. So it
wasn't quite as big, but it was, it was still like amazing. Um, at the end, Lindsay Sterling
did a concert and I thought it was going to be cool. And it was so much cooler than I thought. Like, Oh, it was, it was ridiculous. Um, and, um, the one thing I
do remember is at the end of it, there was some negative publicity after that event. Um, uh,
Garrett White did a really good presentation, but he kind of, he, he, um, anyways, those who were
there remember the, the the buzz online there's some
some negativity around it and we got some flack and it was a lot of like damage control and just
just just it was tough because like this whole that happened it was emotional it's hard to raise
another million dollars for who you are which was insane and then leaving and like that night when
i'm supposed to be like relaxing i was on social like defending stuff and trying to like and i
remember the next day, like it just,
I don't know. It just, that event was, was good, but just ended in a way where I was just like,
oh, like just didn't, didn't feel like I had a chance to rest. You know what I mean? It was like,
and then got back in the real world and just, yeah. So that event was amazing from a coaching
and from a, from a raising money thing, but it definitely was, um, uh, just didn't leave me fulfilled at
the end. Like, like Orlando did Orlando. Like when that ended, I remember we took our kids to Disney
world for next week. I remember just like being on cloud nine. Whereas the last year that I left,
I was just kind of like had this uneasy feeling. And, um, so that's how last year went. So this
year coming into, I was like, ah, I want to make sure everything's perfect. I'm so scared.
I'm so nervous.
We also this year, those who didn't hear,
we sunsetted the Two Comma Club X coaching program and we shifted things.
We are now moving the entire ClickFunnels company
100% into a software subscription business.
And so anything that's not sold in subscription
is basically being shut down or faded away.
And so the coaching program wasn't part of subscription.
And so what we basically did, we added a new tier of ClickFunnels called the ClickFunnels
collective, uh, which starts at 1497 a month.
And it gives you live phone support, gives you nine user accounts, a bunch of other really
cool things.
And then when people sign up for that, they actually get, um, the coaching program for
free.
And so, um, which ends up being a thousand dollar a month discount from what we sold coaching at
last year plus they get live phone support plus they get user accounts so it's literally like
the best offer ever but the hard thing is the way we had to sell it goes against everything that i
personally believe if you've gone through the tedx secrets trading course you know i talked about
like never use phones to make orders at events it's the stupidest thing ever you have to get
paper order forms people have to run the back of the room like the social proof like all these things but we had these
these crazy limitations where we couldn't do that because um uh because now it's software
subscription people have to upgrade their software their click phones account it's the only way to
get it it's a way to shift things around and um it ended up doing really good it didn't do as good
as the two years prior um but we also knew there's gonna be a whole bunch of things against us because we're explaining a whole new
thing that people understand. It's confusing. Um, they're not filling out order forms that
actually have to log on their phone and we had to figure out how to get internet to work for
everybody. And it's like AT&T and Sprint or AT&T Verizon worked in the room, but the other
carriers didn't. So then we had to go and, um, we had to go and hire or like pay like 50 grand for
internet access to people who couldn't get on the internet. It was just kind of a stressful, crazy
thing. Uh, but all of a sudden I think we ended up getting, um, close to 500 people who, who
upgraded to the new ClickFunnels collective, which was, which was awesome. Um, and then the event,
now we're talking about the event. The event was amazing was amazing um all the speakers were were so good
um i know i had 11 presentations this year which is the most i've ever done um i just get addicted
to being on stage and talking to everybody i'm like this is my event i want to be on stage as
much as i can and it's crazy because um bart miller helps me do my do my clothing um he had
i think i had 10 different costumes this year, 10 different outfits. So every time
I spoke, I had to change, get new clothes on. It was kind of ridiculous, but it was really,
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The first couple of days I was stressed out because I was on stage so much.
I didn't get to hear all the presentations, but the ones I heard were like, God, they
were so good.
Just like up another caliber, another level, which was just amazing.
And so we had all of those. And then the last day,
um, I had a chance to sit in the audience and I remember, so, I mean, day four for me was,
was amazing because it was the only day I had a chance to really listen to every word of everyone.
And, um, that day I'm so proud of Heather Quizzle, um, spoke and I knew she was going to be good.
Like I knew she was gonna be really, really good, but she was beyond that. It was, it was great. Like it was insane. Um, and that was awesome.
And then Garrett White came and spoke and they obviously I had some fear from last year,
him speaking and it's kind of how the event left. And, uh, we talked a lot about that
leading up to the event and he came and he's the only speaker spoken at all six events besides me. And it was by far his best one ever. Um, God, it was so good.
I just, I can't even, I can't even tell you how good it was. Um, and I know that some people left
the room cause he uses the F word and I hate that because man, what, what he left was the best,
but I, I, I'm like stutteringuttering so I knew how to explain how good it was
it was amazing and then uh after that and then we had Tony and this year um I don't know if you
guys saw the heard the podcast episode Tony intervention with me or watch the YouTube video
but I asked him and his team I said hey if Tony be willing to do interventions this year like not
just teach but go in the audience actually work with people directly. That'd be really, really cool.
And, uh, it was crazy before the event, I went back there and he couldn't even walk.
He had done a whole bunch of these different stem cell shots in his legs to try to recover
the night before something. And literally his team was like carrying him to the side. He was
trying to warm his legs up. He'd been trying to like five hours to warm his legs up. He couldn't
even walk. It was crazy. And I'm like, Oh my gosh, how's Tony going to do this for the next like three or four hours?
He's back there trying to warm up and he kind of gives me a hug before I go and introduce him.
And he literally is not even standing.
He's in so much pain.
So I go out there to introduce him.
I'm like, what do I do?
This is crazy.
I don't even know what to do, you know?
So I introduce him and he comes out.
And within a minute or two his adrenaline kicked on and you can even tell he was out there jumping doing crazy stuff like it was amazing and then he went out of the audience he did
interventions a whole bunch of people that were so powerful and he had been going for i think over
four four and a half hours which was like we didn't get until after seven um and it was the
best i've ever seen tony i've seen tony a lot live and it was the best i've ever seen him ever like i oh i just i loved it it was amazing
um and all the other speakers like i wish i could go deep on all like everybody did so good this
year um but that last day was special for me because i think it was the one i was least
stressed i had a chance to wasn't running around you know running the event i was actually
participating um but man this year speakers know, running the event. I was actually participating.
But man, this year's speakers were just off the charts, everybody.
It was, I could not have hoped or prayed for more.
And those who were there, I know you guys just ate it up.
We ended up raising money for charity, not as much as in the years past.
We ended up raising, let's see, a quarter million, a quarter million for OUR.
And then we had $52,000 for the quilt.
So probably $350,000-ish for OUR.
And then Village Impact, we gave a check for $200-something thousand.
Because every time you guys build a funnel inside of ClickFunnels,
we donate a dollar to Village Impact.
And so we did a $200,000 check for that,
and then we raised another $120,000 from people in the room to build wells. So it was enough to build two wells in, uh, in Africa, in Kenya for kids to get
water, which was, which was awesome too. So that was, um, that was the event. What else happened?
There's, oh, there's so many cool things, but, but it, for me, like it just, it ended really well.
And I felt satisfied afterwards. And it was just like, I was happy and I felt satisfied afterwards and it was just like I was happy
and I'm excited about the future and where things are going and our shifts and our changes oh we
also watched the documentary with everyone called the two comma club which was really cool we um
oh there's so many if you weren't there I'm so sorry you guys need to come to these events
seriously like if you knew what was going on like how it would touch and affect and change
the your destiny if not point forward the rest of your life, there's no way you would miss it. Oh, and by the way, Tony Robbins did this entire
presentation without swearing. Yes, it was so cool. Thank you, Tony, for that. A couple other
speakers dropped the F-bomb, so I guess they made up for Tony. But for the most part, we tried to
keep it as clean as possible. So anyway, so that was what's happened in the last couple years of
Fun Hacking Live. And next year, we're back to Nashville. Uh, this last year we had about 4,500 people.
And I think next year we have the capacity to get up to 5,000. Um, and just so you guys know from
how far, how events work, um, if you want to do an event, a hotel, which is a better way to do
events because it's warmer. It's like, I don't know, you're in a hotel and you all, it's just
awesome. About 5,000 is about as many people as you can get into a venue in a hotel.
If you go beyond that, then you have to start looking at convention centers,
which are, I do not like convention centers.
They're colder.
They're like, I don't know, you go in a big, huge thing
and then there's hotels around it.
You have to walk to it and you lose the feeling of it.
And so I don't know if we'll ever get, you know,
despite the fact that demand is growing
over a hundred and well over a hundred thousand customers now. I don't think we're going to grow
the venue because I like doing hotels. I don't want to lose that feeling. We'll probably just
keep raising the prices or I don't know, supply and demand, whatever it takes. But anyway, that's
my goal. He says right now is to keep it in hotels. So we'll have 5,000 people next year.
I hope almost 5,000 people are you. If you knew how much stress and energy and money we put into
this, man, you would do everything in your power to make sure you were at the event.
Next year's event's going to be different though. I'm not sure if I'm going to sell anything next
year's event. We've talked a lot about potentially not doing it at all and just doing 100% focusing
on the teaching and the training and all that kind of stuff.
So I don't know.
I'm not saying we will or we won't.
But I do know that next year is going to be way different.
Oh, one cool thing we did this year that was brand new is we did a session called Funnel Flicks,
which we brought a big couch on stage.
And me and Devon and Todd hung out on this couch watching Funnel Flicks on the big screen.
And what people didn't know is we're like, it's cool.
We're scrolling through Funnel Flicks.
It's like, oh, it's a new course.
What's this?
We click on it.
It's like Frank Kern, you know, and all of a sudden the video starts playing.
It's Frank.
And all of a sudden like, boom, the walls open and Frank Kern walks out.
And no one knew Frank was coming.
It was a huge surprise.
People went nuts.
We had like seven or eight speakers like that who all came up and were all surprise guests
who came out to the FunnelFlix presentation.
It was so awesome.
Oh, we had so much fun.
So anyway, so there's kind of a history recap last five or six years from my point of view,
like what happened, how sales went, what was good, what was bad.
And I think every event's been special and unique for different reasons.
My personal favorite still was just the Orlando event just because of the OER and the first
time we sold coaching at that level and the feeling afterwards. Um, I would say this year's event
was probably my, my personal second favorite one. Um, um, just, it was just, it was, it was good.
It ended so well and I was happy and everyone was happy. We served at such a high level.
Speakers were, were better than I ever could dream for.
And it was just really, really special and awesome.
So anyway, I'm excited.
The goal every year is how to make this better than last year.
And I'm not sure yet how to do that for next year.
But I've got a little over a year to figure it out.
So I'm here to support you guys and make sure that you guys have an amazing time.
If you don't have your tickets yet for next year, go and get them.
Funnelhackinglive.com.
I promise you, we will make this show worthwhile.
And with that said, thanks, you guys.
Have an amazing day, and we'll talk to y'all soon.
Bye, everybody.
Hey, everybody, this is Russell again.
And really quick, I wanted to invite you to join
arguably the best thing that we've ever put out
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