Marketing Secrets with Russell Brunson - In Your Secret Thoughts, Are You The GOAT?

Episode Date: December 29, 2023

Be a man who, in his secret thoughts, believes himself to be superior to most men, thus deserving great wealth and power. -Andrew Carnegie Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Secrets of Success Learn more about your ad choices. Visit megaphone.fm/adchoices

Metro links and cross links are reminding everyone to be careful as Eglinton Crosstown LRT train testing is in progress. Please be alert as trains can pass at any time on the tracks. Remember to follow all traffic signals. Be careful along our tracks and only make left turns where it's safe to do so. Be alert, be aware, and stay safe. Welcome to the Marketing Seekers Podcast. My name is Russell Brunson, and I'm what you call a serial entrepreneur, but with a twist. You see, 50% of my time, I'm the CEO of ClickFunnels, helping over 100,000 brands to grow their companies with funnels. And the other 50%

of my time, I'm actually in the trenches using ClickFunnels to grow the startups I believe in. During this podcast, I'll take you behind the scenes and show you how we are bootstrapping ClickFunnels and my other businesses from startup to nine figures and beyond. Welcome to the show. What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. This will probably be the last podcast episode of the year, which is crazy. I know my last podcast episode, I was probably a little more down than most of you guys are used to hearing me.

So I apologize about that. But anyway, I do appreciate actually a lot of you guys reaching out to me and sending me messages. And anyway, that felt really good and meant a lot to me. So thank you for that. And I'm actually going into next year really excited and hopeful. And yeah, it's interesting. It's just been a weird season with, you know, kids turning 18 and business and all this stuff. And, um, anyway, the day I came back to the office and I was like, you know,

hanging out with all my old books. And then I was like, I spent more time collecting them. I should spend more time reading them. And so, um, I was looking at, um, some of my favorite authors and one of them, some of you guys, a was looking at, um, some of my favorite authors and one of them, some of you guys, a lot of the marketing people, the hardcore marketers would know who this person is, but his name is Robert Collier. He wrote the Robert Collier letter book, which is, um, you know, one of the best marketing books of all time. Um, but most who don't know is Robert Collier. Um, you know, he was teaching marketing or showing what he was doing marketing, but he was marketing his own business. His own business was this huge personal development business that he created with tons of books and courses and magazines and newsletters and all sorts of stuff.

In fact, next month inside of Secrets of Success, we are going to be giving you guys one of my favorite Robert Collier book sets. It's actually seven volumes. The first two volumes are called Secrets of Gold, And then the other five volumes are called Life Magnet. And it's Robert Collier taking some biblical principles and some mindset principles and weaving them together to a really cool book set. So if you're a Secrets of Success member, that will be coming next month to you. If you're not yet, you should go become a member. It's so much fun over there. As I was collecting all my Robert Collier stuff, all the books and things, I found out that he actually had a magazine for a long time called Mind Inc.

And they're these little mini – like they're small magazines but they're really thick, almost like little mini booklets. And I think I have almost a complete set. I've been trying to collect all of those. So I've been working on getting a complete set, which is kind of fun. But then I recently found out that he wrote – he started another magazine right prior to Mind Inc. And that magazine is called of fun. But then I recently found out that he wrote, he started another magazine right prior to my Nink. And that magazine is called How 7. And he only published, I think,

seven or eight issues. I think I've got five or six of them. I'm still trying to find one or two more that have been eluding me so far. But anyway, so the other day when I came into the office, it was sitting on my desk. It was the January 1928 edition of How 7 magazine. I started. I'm like, I'm just going to read this thing. And I started reading it. And it was interesting because, um, it was kind of the thing that got me out of my funk a little bit. And, um, and I don't remember specifically what it said, but I was reading the, all these articles and everything, specifically the ones written by Robert Collier. There's a lot of authors in there, but, um, you know, the ones from Robert and, um, the big, the premise I got was the fact that, um, we have to have like self-confidence in ourselves.

He talked about how like there are people out there who are running businesses and organizations and things like that. And it's like, it's not always like the smartest person or the person who's the most attractive or whatever. Right. It's like, but the person who's got the most confidence is the one who wins, right? I can remember hearing Satyam Gali say that whoever, in any situation, the person with the most confidence will win, the most certainty will win, right? And I sort of realized, I'm like, oh my gosh, like I've lost my

confidence in myself. I think that's really been my struggle. You know, when I got started in this business back in the day, actually, let me step back even further. So when I, um, when I was wrestling growing up, uh, I remember in my head, I thought I had a unique advantage over everyone else. And I don't know if I did or if I didn't, but in my head I had this advantage. And it was the fact that my dad was a college wrestler. I'm like, my dad's a college wrestler. But the other guys on my team, other teams have that. So like I have this unique advantage that makes me, it makes me so I can be like the best. Right. And I always had that like in my back pocket, it's just like a thing.

Um, and, I remember there was a, uh, a movie or like a, it was a wrestling movie I used to watch all the time. And, uh, it was about Iowa wrestling who,

you know, Hawkeyes are one of the best wrestling teams of all time. And there were two twin brothers, Tom and Terry brands. And this video was all about them and their training and their lifestyle and everything. And I remember the video started, and it started with Tom Brands. Like, my name is Tom Brands. My goal is simple.

I want to be the greatest wrestler in the whole world. And the next pop-up, and it was like, my name is Terry Brands. My goal is simple. I want to be the greatest wrestler in the whole world. And then the rest of the video is these guys just showing their crazy training routine, right, what they were doing to try to become the best in the world. And I remember hearing that, and in my my head, I was like, um, like when I was competing, and I would never say it out loud. Cause there's like, I don't know, we have this thing where

it's not socially, socially acceptable to say these things out loud. But in my head, I was like, my name is Russell Brunson and my goal is simple. I want to be the greatest wrestler in the whole world. And then it acted as if I was like in my head, I was like, I have this unique advantage. I am the greatest, you know, and I wasn't, but I was like, but I feel like I had what I needed to do. Like I was confident in myself. Um, and, uh, and I started pursuing that. And from that, you know, I never became the greatest wrestler in the whole world, but you know, I became a state champ. I took second place in the nation. I got a college scholarship. I was in the top 10 in the NCA, like all these different things, right. That,

that came on the backside side of it um of just believing in my own mind that i was the greatest of all time right the goat and um i like that i'm gonna use that as the acronym for this the goat you know g-o-a-t greatest of all time um and there's a quote from andrew carnegie dan kennedy's quoted this lot i think he always quotes a little off i like dan kenn Kennedy's version of the quote better. I found one that's, I think, what Andrew Carnegie actually said. And Carnegie's like, you know, he was one of the richest men. He might have been the richest man in the world back then.

But he said, be a man who in his secret thoughts believes himself to be superior to most men, thus deserving of great wealth and power. Okay. So it's in your secret thoughts, believing to be superior to most men. Um, so what that means is like, again, it's not socially acceptable to be like, I am the goat. I am the greatest. Although we have a lot of people in this industry who do that everywhere. Right. But in our secret thoughts, we have to believe that. Like when I was wrestling, I had to believe I was the best. When I stepped on the mat, I had to believe I was the best. In

fact, Dan Gable, who was Tom and Terry Brands coach used to say like, I won't let a wrestler step on the mat unless in their mind they know they're going to win before they go out there. And he would pull guys. He was notorious for like, a guy come out there, look in his eyes. He's like, this guy's nervous, self-confidence. He'd pull him like, you know what? You're not going to wrestle for me. You have to know in your secret thoughts that you are superior to most other men, to all other men, to the people you are competing against. And I fast forward out of business, right? Like I've been in this business now over 20 years, which is crazy. I remember I first got started, like I was learning. I was like learning from all these people. And, um, and I don't know, like I became, I feel like I became more of a student

than anyone else. Like a lot of people were talking about it and studying, but like I became obsessed with it. Right. Um, at a level, I don't think most people have, I don't think people knew how obsessed i was until i wrote dot-com secrets and expert secrets people start seeing like oh russell went really deep on this stuff right um but i was i was doing it in the time there are always other you know if you if you're around 15 20 years ago um you know there was a handful of people who were business back then who's still around today and i remember like don't know, like all of them were doing bigger than me and more than me. And it was frustrating for me. Cause like in my mind, I was like, again, my secret thoughts, um, I was like, these guys

aren't better than me, but I don't know, for some reason, like I was never the cool guy. I never got into the, I never got into the, um, the cool kids club. In fact, a lot of these guys who are my friends and you know, um, they started this, this thing. Some of you guys have heard it called the syndicate, you know, and there's like Frank Kern and Ryan Dice and Mike Filsame and all these people. And they're all my friends. Um, but they had this, this syndicate and they would all cross pro each month. They pick someone new to promote and everything. And like, and I was always on the outside of that. Like I never, I can never get those guys to let me be part of it. In fact, I even like tried, like, how do I get in this group? And they, I don't know, for whatever reason, they would never let me in.

Like they just, I don't know if they didn't like me or whatever, um, which is fine. Um, but in my mind, I'm just like, it sucks because you guys are doing bigger numbers and more than me, but I couldn't do anything about it because like, I couldn't get into this good old boys club. Right. Um, and it was before we had Facebook and the other ways to buy ads really aggressively and stuff. And so it's just kind of like, but I was studying and learning and trying and testing

and doing all these things. And then, um, when ClickFunnels came around, that's the first time I had like a vehicle that was different. Right. Um, and I was able to kind of carve my, my segment of the market out. I was going to be the funnel guy and we had this funnel software and we had stuff. And, and from that, it gave us the ability to big, the biggest brand. Right. Um, I think the ability to big the biggest brand right um

i think the biggest brands at the time you know traffic conversion of the big event we've you know we surpassed them um infusionsoft was the big software we surpassed them like um you know i mean like we were able to to become the the biggest voice the biggest name and i was able to like it's like what came on the backside that matched what my secret thoughts were the secret thoughts of who I believe actually was and the confidence I had in myself. Like we had the vehicle, we had the things to be able to do that. Right. And we built this business and it's been amazing. And I look back now, the last couple of years has been, it's been a, you know, it's been a bumpy ride for me. Um, obviously, you know, the ups and downs of the marketplace, you know, the mark, we always had competitors coming in, but it was, it was different.

Like I, you know, I was, I had confidence and we're fighting and competing and it was fun and it was like, it was, it was awesome. But then for, for a lot of reasons, a couple of years ago, you know, between, you know, Dave getting sick and other things and, um, you know, people who I had helped grow in this business who, who, you know, started becoming competitors and just, started becoming competitors and just a lot of things. It just, if I'm honest, it shot my confidence. And it was this weird thing where I was just like, I don't know. My confidence was down.

And when you start making decisions and planning and going through things. It was just like Dan Gable, right? Like he wouldn't let an athlete step on the mat unless he could tell that in his mind he thought he was going to win. And I feel like somewhere in that transition of the last two years or so, my confidence got down where like I was stepping in situations I wasn't sure if I was going to win. We're launching a funnel, we're launching a project, launching a this or that. And I was like, I hope this works. I hope this works.

It was entering in with like the wrong confidence versus like becoming in, you know, Russell, the first 10 years of ClickFunnels, like being very confident, knowing exactly what I was doing and how I was going to execute and what we're going to do. And like, and you know, having that absolute certainty. And I feel like I got away from that. And so as I was reading this, this magazine, the house seven from Robert Collier, and just three or four times in the magazine he kept talking about confidence. And how we have to have this confidence in ourselves. Like how it was like one of the keys to being successful.

And I realized that I think that's where I've been struggling at. And I started thinking back and I'm like, why am I struggling? Like why do I not have confidence? Like look at what we've done over the last few years. Look at what I've accomplished. And I, I started looking back on that and like, and it, and I spent some time just really thinking about it and like, like trying to re regrow my own confidence. And then I started thinking about, um, if you've listened to the strangest secret by Earl Nightingale, he talks about our subconscious

mind and how it's like a garden. He's like, whatever you plant in this garden will grow. He's like, if you plant nightshade, which is poisonous plant'll grow and it'll it'll strangle its around right we plant something good it'll grow as well i started realizing like the seeds i've been planting there's the seeds of doubt or seeds of um you know of of just not the net confidence and certainty and things like that i started realizing like i had to come back and like in my secret thoughts i have to start believing again that i am the greatest right i'm superior to all other men right i'm the'm the goat, whatever you want to call it. I got to start planting those seeds and planting those seeds because if I keep planting those seeds in my subconscious mind, subconscious mind will believe it, it'll grow and that'll be what happens. And it was just

fascinating and I started thinking about it a lot more. And so the last week or so, that's my thoughts. It's just kind of remembering back, remembering back like who I was and why and like what I've done and what I, and those kinds of things are like bringing that back out and planting those seeds and re reestablishing and regaining my, my confidence in myself. And so anyway, that's just kind of, anyway, that's been the last few days for me and it's been fun and exciting again. And, um, and, um, entering into the new year with a plan And I've got a plan that is no longer like, I hope this was going to work. It's like, I know the plan, absolute certainty. And it's exciting. And it's, it's not just like, oh, this is going to increase ourselves by 10%. It's like, this will

destroy the market. This will, this will, anyway, you guys will see, watch, watch over the next 12 months. Um, you will see what happens whensell's back with absolute certainty and confidence in himself um and we have a direction and a plan and um and we're executing on it so i'm i'm fired up i'm excited um a lot of really good things happening so for those who are concerned about me from last podcast episode thank you for your concern i appreciate it um and those who are wondering how i'm digging out of it because a lot of you guys probably are in that state or been in that state or going to be in that state um this is where I'm starting at and it's re it's re, um, it's coming back to the secret thoughts like Andrew Carnegie said, right? Be a man who in his secret thoughts believes himself to be superior to most men, thus deserving of great wealth and power.

Okay. Understand that you're, you, you are superior to most men. You are deserving of wealth and power and success. Um, but it comes down to you believing that in your, you, you are superior to most men. You are deserving of wealth and power and success. Um, but it comes down to you believing that in your secret thoughts, um, reestablishing your confidence. If you're not confident yet, it's like going back and remembering and like replanting those seeds. Think about things that you've done that are successful in the past, replanting it, replanting it, um, you know, recultivating inside your subconscious mind. So that's what will grow. That's what it'll become. And that way, when you're entering such situations, like entering, you know, stepping on the wrestling mat, stepping on that, knowing I'm going to win, stepping on that, knowing that I'm going to be

the person that's going to, that's going to succeed, not stepping in confidently. You know what I mean? Um, and that's the wrestling, but same thing in business, like stepping into it, like this new offer, this new campaign, this new thing we're rolling out, this new, whatever it is like coming through with the absolute certainty. So anyway, that's how I'm feeling today. I'm feeling a lot better. Obviously, I'm still under the weather. You can probably hear my voice. That's kind of how we're entering the new year. And we have some really fun things planned for next year. I'm excited to show you guys and hopefully you'll enjoy the party and the ride. Thank you guys all for listening and supporting us. I hope you guys have a great holiday and a great new year and cannot wait

to see you all next year. We're going to take over the world and hope you guys have a great holiday and great new year and cannot wait to see you all next year. We're going to take over the world and hopefully you guys come on the ride with us. It's going to be a lot of fun. Appreciate you all. Thanks for listening and we'll talk soon.