Marketing Secrets with Russell Brunson - (Interview) Controversial Marketing with Nicole Arbour

Episode Date: October 21, 2022

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You're listening to Marketing Secrets with your host, Russell Brunson. excited because today our special guest is Nicole Arbor, who's, if you guys follow her on social, she's amazing. And she's actually here in Boise State ClickFunnels headquarters. We are making a funnel with her, which is like, that's all I want to do with my life. So it's great. And then I was like, can we pull you aside and interview you for like 30 minutes or an hour? I don't know how long we're going to go about her as a marketer.

Because I know you get interviewed, you're on Rolling Stone, all these things about the stuff you're doing. But I've never heard someone just pick your brain on the marketing side because you're an amazing marketer. You have videos that go viral every five seconds. And I wanted to talk more about that stuff because that's what's fascinating to me and to my world. So first off, thank you for hanging out. This is awesome. Are you kidding? Thank you for having me.

Everybody on my team knows I've been so excited to work with ClickFunnels. I'm like, I'm at the mecca of the people who know how to do this. Yeah, you're freaking awesome. This is great. Thanks. Oh, so cool. So tell me, actually, you want to tell me about your creating? Yeah.

This is actually really exciting. I don't know if a lot of people know this side of your story because they see your videos, they see you going viral, but what, 10 years ago, you were disabled and struggling and pain and stuff like that. So let me tell what you're building. Back to 2014 is when I started getting up again. viral, but what, 10 years ago you were disabled and struggling in pain and stuff like that. So let me tell what you're building. Back to 2014 is when I started getting up again. So I still get like culture shock. 2008, I was in a car accident that rocked my body. It was really difficult for me. Ended up in severe chronic pain, worse chronic pain. And then it got to the point

where I couldn't walk on most days. I had TMJ so bad I crushed my own teeth in my mouth while I was sleeping and yeah it was it's something I just wouldn't even wish it on my worst enemy I just wouldn't do it um and then I had the nerve pain so bad and nerve damage that it went through my hands and this hand was a claw most days couldn't do 90% of normal activities and spent most of my twenties in bed and on disability. And then eventually we were just talking about this. Uh, I smile when I say it now cause I know where I got to, but it's such a dark story. Uh, it got to the point where I was going to commit suicide because I got the disability certificate for life and that's hard.

Like you, they say you have to, you have to try to get this for you. But once you get it, it's like, Oh, you just won the worst contest ever for real. It's not an award you want to win. No, I don't want that. And when I saw it, I was like, I can't live like this. The pain isn't changing. All the doctor's appointments aren't helping. Nothing's helping me. And I was going to commit suicide because I thought it was the only way out. And as I have said this before, I heard the voice of God who sounded like Denzel Washington in my head. And he was like, it's not time to give up.

It's time to get up. It's like this weird, the Titans type thing. And I was like, okay. And took myself to the bookstore with a little bit of money I had, bought a Louise Hay book. I'd never even heard of her, but I was just like, this is what I'm supposed to get. And started the journey to healing myself from the inside out and switching to natural remedies and remedies that were not mainstream at all. Fired my doctors, as I like to say,

like you guys don't know what you're doing for me. It's not working. Bye. And, uh, really had to rebuild my entire life, my business, my mindset, and my body from scratch. And I, I think it was 2014. I sometimes skew this number, but in March of 2014, I took myself off disability. I was like, stop sending this. Cause if you send it, it's a crutch. If I have nothing, then I'm going to have to swim. And by September of that year, I was the most viral comedian in history. So I made myself do it. Yep. Between March to September.

I was like, let's go. It's funny because in our community I talk to people all the time about how I feel entrepreneurship is a calling and it's like there's something that each of us has our own set of circumstances, things that happen to us, positive, negative, whatever

to give us the tools to serve somebody else. And it's interesting because you went through this horrible period of your life where you were in pain and everything, but then you look at it now, and it's like now you have the ability now to help other people who are going through that. And you're going to help me do it. We're going to help you do it, and you're going to sell a billion copies of your course,

and you're going to be the first person to get a three comic club award. Yeah. That's the plan. That is the plan. Well, yeah, that's the course. So cool. I was going to do these other courses, which I shot them too, but I went, what am I an expert at?

I again heard that voice of God, and it's getting through chronic pain. And people are not going to teach people this method because people have not lived through it. So a doctor telling you to do something is based on a book they read or something they watched. I've lived it. I've experienced all of these different kinds of treatments, and I condense everything I learned in all those years into seven weeks. And we're gonna help market that to everybody. To get it to the top.

And what's cool is you've built this huge platform, and I think most people follow you for different reasons. Right, there's comedy, there's funny things, there's like smart theater, there's so many things you're doing, but also you have this huge platform and now you're like, this is what I wanna focus on. You're gonna help so many people with that, and then you've got so many other things you're gonna be doing as well so it's

exciting it is exciting it feels like it's my this is my mr holland's opus yeah yeah um okay so i want to talk about as you were coming out of that right and you said that was you said march or may that was like march and then by september september so in that window of time what was like what was going through your head you're like i going to go and become a viral comedian. I'm going to do these things. Or was it strategic? Was it just something happened? It was magic?

Or what? There was no magic. Every single thing was bad. Everything is plotted. Yeah, it was. Because I had been doing marketing for years. I stumbled into it by accident. I've told this story before.

I was hired by Molson. Do you know what Molson is? Molson Canadian? So it's like the top beer in Canada. It's a Coors, Molson, and you know what Molson is? Molson Canadian. So it's like the top beer in Canada. It's a Coors, Molson, and Corona are all the same company. They hired me to do this cross-Canada tour.

I'm the host, being funny. I was on the top TV show in Canada on our version of MTV at the time. And they wanted me to do all these commercials. And then I do this tour right across the country with huge bands. Surprise band every night type of thing. When they gave me the script for these commercials, I was just like, no. And I didn't know at the time I wasn't supposed to say anything in these marketing meetings

when I'm just the talent sitting there. So it was like all these marketing dudes and the CEO of Molson and they were just like, okay, and then she's going to say this. And I was just like, oh, and the CEO looked at me, he goes, what? And I'm like, no, you guys are using slang that college kids use three years ago. This is so bad. Nobody's going to say you weren't funny or the writer wasn't funny. They're going to say, I'm not funny. And I don't like it. And I'm funny. I don't want to do this. And the CEO was like, well, what would you do? And I'm like, well, actually, and I told him and then they bought it from. And then they bought the next thing from me.

And then Virgin Mobile called me, and I helped with the launch of Virgin Mobile in Canada. And it just went from person to person to person. Hey, call Nicole. She knows what to do. I had a viral video. I think it was, oh, man, it was probably 2008 was the first viral video I had. And that was with Virgin Mobile. And we did a Christmas video.

This is before the accident? This is before the accident. Oh, no, that was right after the accident. So I was like hiding that I couldn't do stuff. It got worse and worse and worse. So by 2008, I was still like okay-ish, like hiding some pain. And then it got worse. But, yeah.

I want to point out something you said because I don't know if you knew you said it or not, but from a marketing standpoint, I think what you're so good at, and you can watch this if you follow you socially, is you're so good at like getting in the mind of where people, like the conversation happened in people's mind right at that moment. You know what I mean? Which is what you did with those ads, but you watch yourself socially. Like you always, and we're going to talk about controversy, because that's the whole point is like controversy marketing. Yeah. You find these controversial topics. Yeah. They're like – and then you say things like most of us are thinking that but no one will say those things.

Like you're so good at like finding that. You're just like – you're so – I don't know, like in tune or you feel the pulse of like the market and the world and like I'm going to talk about that thing that no one wants to talk about. We're all thinking it. Yeah. And like just bringing it out, which I think is what – like it's fascinating because it's not so much the going viral or these things. It's like I've got to be super, not creative, but it's like you've got to understand, maybe I'm wrong, but what people are actually thinking and being willing to actually say it.

Yeah, I realized because I was disabled. I was like, I actually have a giant opportunity here right now. I don't have an employer. Nobody can fire me. I already have a ton of medical debt, so it's not like I'm going money i'm already at the end like whatever i have no credit i got nothing so i made a list of all the truths that i wanted to tell that i think people are too scared to talk about and i was like if i was gonna die tomorrow this is what i want to talk about with the world and i went through that list and then i thought of topics that people are too scared to talk about

and some of them i put online i'm like do you guys want me to say this or talk about this one or this one next? And I just set it up. Like I always do. It's a baseball lineup. So as you know, with your baseball lineup, you're not putting your best hitter first. That doesn't make sense. Like load the bases, get all the points. So I put the first video out. It was about Instagram models. Cause we were all thinking it at the time that video went viral what was it called um dear instagram models okay yeah i started writing my letters to the world that's literally what it was letters to the world wrote that i did the editing technique that i had done on the tv show i was on way years earlier uh there's some speculation that i

fine-tuned or invented the jump cut i don't know if i don't want to take the full credit, but nobody had done it like that before. Take the credit. I'll take the credit. Sure. If someone wants to challenge me on it. As the inventor of the jump cut. Nicole Arbour wants to tell us about it. As the inventor of the comedic jump cut.

Yeah, so everyone was doing their videos in a certain way. I was like, no, I'm going to do it like this. I'm going to tighten it up. I'm going to use sound bites because I had been studying NLP to help me with all of my pain. So I was like, I'm using NLP. I'm going to repeat the messages because I've been studying NLP to help me with all of my pain. So I was like, I'm using NLP. I'm going to repeat the messages that I want them to think of again later on in the video. And I'm going to hit them again with what I hit them with at the beginning.

So they leave with what I want them to leave with. That's what you're going to discuss with this video. And I started with the Instagram model one. I did a relationships one. One other, which I considered a bunt. I only wanted that one to get a million views. I was like, just one more just to show this is not – this isn't a – whoops, she did it again. And then I posted a little photo of pointing to the outfield, Babe Ruth.

And the next video came out with Dear Fat People. Knocked them all around. Was it September that one came out? Yeah. Okay. Might have been end of August or early September. Yeah. And then the one right after that went viral too. Might have been end of August or early September. Yeah. And then the one right after that went viral too.

And the next and the next and the next. And I just kept going through the batting order. Yeah. Yeah. Crazy. So that was my first introduction to your Fat People video. It came – And we're here now.

So you thought it was funny. Yeah. It was amazing. But it was funny because I don't remember what happened. When things go viral, people start sending to you. That's what happens, funny because I don't remember what happened. When things go viral, people start sending to you. That's what happens, right? I don't remember what happened, but somehow multiple people sent to me one day, and I'm like, what is this? And I watched it, and I'm just like, oh, wow.

What did they say when they sent it? Do you remember? It's usually how much they say. He'd check this out. Oh, my gosh, yes, I see this. Have you seen Nicole Arbour? Watch this video real quick. That's funny.

It's like, dear fat people. I'm like, oh, no. You know what I mean? And you watch it and it's interesting because you're in the conversation. There's things that are true. There's things that are scary. There's things that are controversial. All those things are all happening, which I think is what causes this.

And there's people that are really angry. I was reading the comments and people who just think you're the worst person in the world. And people who are loving you. And you're like, finally someone said it, which causes engagement, like, all these things. But I don't even know what to ask you other than just, like, what were you feeling during that time? Like, were you scared? Were you excited? Were you nervous?

I can't imagine. It was weird because I was on my way to do a show at the Royal Palace in England. And I was booked for that show based on the three videos prior. And Do You Have people just came out so i'm in england by myself um about to do this huge show literally at the royal palace and this video is going bananas and it's going bananas i remember opening a newspaper in the uk and i was in it and i'm like oh that's weird and then yeah that's okay and then a friend called me they're like hey you're on access hollywood hey you're on entertainment like hey you're on access hollywood hey

you're on entertainment tonight hey you're on this hey the view is talking about you hey this this this and i'm like oh i'm good at what i do yeah i thought that but i'm like it worked i knew exactly what i was gonna do now they're talking about the topic and the actual problem which is a real problem in america still is and it it worked. Yes. And the only, the only thing that made me be like, yeah, oh my gosh, was when I had a couple of family members that were like, oh no, some people are hating on you. I'm like, yeah, well that's been since high school. Like that didn't actually affect me that much. Cause I'm like a seasoned comedian. Whatever you get heckled happens just a lot more of them. It's funny. I have the same thing when someone,

when someone writes something that goes bad, negative about me, it's my family. They're supposed to freak out. I'm like, I've got thick skin. I've been doing this a long time. I'm fine with it. If you read all the ads or the comments in my ads, I'm fine with it. They're the ones that always freak out. They're just like, you know what I mean?

Yeah, they want to like push out to you. I'm like, I'm fine. I was good. I'm like, you good? We're good. All right. A couple things because I think some people thought that you doing that was because you were trying to be a bully or trying to be mean, which I know you and I know the kind of story behind it.

But it's the opposite of that, right? Yeah. And I'd love for you to talk about that a little bit. Well, thanks. So there was a line. I've talked about this a few times. There was a line at the end of that video that I cut out at the last second. And this was a marketing technique.

I said in that video, as someone who's been disabled for X number of years, all I wanted was a body that worked and you have one. And if you take it for granted, that's the biggest mistake you're ever going to make. And I took it out at the last second of the edit. I was like, it will not hit as hard if they're going to humanize me. I need to be the villain. And it was really fun because it was the first time in my life I'd ever been the villain. I'd always been like the happy, bubbly cheerleader. I don't think I ever had an enemy in my life until I had viral videos. And I was like, whoa, there's some power in being like, I don't care.

I'm going to say the thing. And yeah, that's kind of what I did. Because that would have changed it. Don't you agree? I couldn't have humanized. Yep. Couldn't have done it. Okay. So my question. So I don't you agree i couldn't have humanized yeah yep couldn't have done it okay so my question so i don't you remember this i was looking at buying a brand uh actually i ended up buying it's called zuma juice and it's a green drink and the first video the green drink they launched it and there was a the original cut is amazing

maybe we can show the cut on the podcast okay but uh anyway um it's this person like cutting green drink stuff at their house and like fruit ninja they're throwing fruit in there she's cutting it and that was like the person then they had this lady in a wheelchair with the big old thing of cheese puffs she's like what's green drinking she's eating these cheese puffs it's like the funniest thing and then she like comes over she her chair's like electric she drives over and they're fighting and it's this funny thing right so they all watch the video it goes completely viral and like i've seen that video and then the handicapped community came out and freaked out burned them to the ground so he ended up pulling the video editing that clip out

relaunching it never it just died no company kind of you know and eventually it went away and then i bought the company and i messaged you because i was like i want to relaunch with that video but i'm scared like okay what would you think and that's okay okay i have great great thoughts on that so this was actually a part of dear fat people and why myself with my personal convictions religious beliefs whatever i'm like it is not bullying to tell the truth that is a lie that we've been sold um it is also not not okay to poke fun at everybody as long as you poke fun at yourself which i do all the time i I'm silly. That video to me, if it's a self-inflicted disability, which is what I consider obesity, uh, there's a couple of emotional things that go into it, but for the whole, most of the part, it's a self-inflicted disability. You don't get to

consider yourself the same as people with disabilities. So I don't think that people would come after you that way, like in that way. Or you could just take that little part out of it, reshoot that scene, take the wheelchair out, but just still make it that aesthetic and have them do it. Yeah. It's interesting. It scares you, I know. But can I touch on that right now? Yeah.

If it doesn't scare you, you're not doing it right. Every time I'm consulting for people, for brands, for whatever, I was like, if it doesn't scare you a little bit, then it's going to be shit. And it could be mediocre. Go ahead. Put out more mediocre ads. That's just brand awareness. But if you want it to rock, it's got to scare you a little bit because it has to induce marketing 101. It has to give some kind of emotion to the audience.

And whether that's like, I hate it. I love it. It made me sad. It made me want to help. Whatever it is, if there isn't that ting of that, then you didn't do it. Yeah love it. It made me sad. It made me want to help it, whatever it is. If there isn't that ting of that, then you didn't do it. Yeah. 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

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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 we'll 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.

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Okay. Do you ever fear, though, like, that by offending that segment that it's going to hurt things? I'd love to hear your mindset on that. Or is it like, I'm going to be a little aggressive, but then because of that, this side is going to amplify more. You know what I mean? So I haven't found that intelligent people are offended by me.

I've yet to find that. I have found that people who weren't going to like me anyways or they like to project their own downfalls, laziness, insecurities, whatever it might be, onto other people. Like, I have my problems and they're just me who has them. Those aren't my people anyway. And I sometimes sit back and I look at the people I have attracted in my life. I've attracted you. I've attracted, like, massive, amazing people. And, you know, like Elena Cardone, like we were just talking about.

Like, the people around me, I'm like, yeah, I'm going the right way. It's okay to tell the truth. And if at any time I think I'm being mean or not telling the truth or it's not comedic then I wouldn't do it yeah so yeah that's my thoughts on that the other fascinating thing you told me I remember was you said that the dear fat people video the people that made the most money for that were all the the weight watchers like they were buying ads on your video because like it was bringing the right people for them right exactly because they knew that they were watching that

video and it's funny because I ended up doing – I made fun of Fit Tea because Fit Tea was popping around-ish the same years. And I did a video making fun of Fit Tea, and the CEO called me, and he's like, you're right. Want to do an ad for us? I'm like, yeah, I do. So I actually did two rounds of ads for Fit Tea after that, but I told the truth about it. And then if people want to buy it, that's up to them. But yeah, like nothing I've ever done comes from the angle of I want to hurt feelings to see if that'll enrage people. Like I don't do rage bait.

I don't like it. I think it's kind of gross. There's a lot of TikTokers who do that. Like, look what horrible thing this person does or I'm offended. And that's not my vibe. There has to be a meaning behind what we're doing. Yeah okay so I want to talk about this so because the marketing standpoint obviously we did there was cool but then now you have people brands you work with and also your own projects you're working with yeah I love the mindset you're going in let's say you're working

with the brand or working with something how do you come up with the scripts and the ideas and the angles to be able to to craft that message Like I have the way that I write my scripts. Mine are very different than yours. I'm fascinated by writers, how they come up with it. I'm curious for you what your process is. What's the goal? Who's our demo? Go backwards.

And that's kind of it. Like what's the goal? Is it a monetary goal we have associated with this? Okay, I'm going to do the math. How many of these do we have to sell to get to that goal? Okay, how many people that would have that price point available right now could we get to buy? Who is that person?

And what are they like? What do they hate? What do they aspire to be like? And I just do that little wheel turn, and I go, okay, cool. And the problem solve is so underlooked. I love solving problems for people, even the invented problems that we have. You know, like, oh, no, I can't, blah, blah, blah. Okay, well, this product is going to solve that problem for you.

Or, you know, like the weight loss stuff. It's so easy. I want to lose weight, but I don't want to actually have to eat healthy and make meals. Here's a bar that's going to do it for you. There, we just solved the problem. You just laughed at me. Yeah. So I just got you to laugh.

You're going to remember the funny ad i based on that all right so here's the here's my um i'm getting free consulting because i got you on my phone so click funnels how would you make something for click funnels what would that what would you do for click funnels 2.0 yes hey do you like money i love money hey let's make you more money you have something that's awesome why wouldn't we amplify this to more people make it faster you know how many people are lost on your website because you make it too hard for them to buy the thing that they already want to get oh that's kind of stupid let's make it easy stupid uh you know something in there like playing off what they're doing now and like yeah or i love the the visual of someone just like walking down the street opening up their wallet throwing money on the ground. Walking in and throwing money on the ground.

It's like, hey, you apparently don't like money. You're just like wasting it because your website's garbage. You know, like just overplay all the things that people are doing. That's cool. Taking the thing and then like over-dramatizing what they're actually doing. Yeah. Once you make people laugh and feel something, you grab them. It's fun.

So yeah, that's a good one for ClickFunnels. What are the main selling points for ClickFunnels 2.0? The biggest parts are – so ClickFunnels – the original ClickFunnels was about building funnels, which is what people need. It's not necessarily what they want. They want a website. They want a brand. They want a shopping cart. They want all this stuff.

And so we always used to make fun of it. Like you don't need those things. You just need this. But it all comes down to people want what they want all this stuff and so we always used to make fun of like you don't need those things you just need this but it all comes down to people want what they want and so it's like yeah click funnels gives them what they want where you can build a website you can build a store so you can have your your blog your shopify store all that kind of stuff is now in click funnels and then oh i got it okay imagine a grocery store or like we're shooting in a grocery store but in this grocery store you walk in and it only has apples and you're like okay i got an apple and you're like okay and then you have to walk across the street to the banana store and buy a banana.

And then you have to walk across there and get the – like this is stupid, right? Yeah, put it all together. ClickFunnels 2.0. Yeah. It's kind of easy, right? Yeah. Yeah. It's just the idea of, yeah, put it all together and make it as easy as it is to change your social media profile.

Even an idiot can use this. ClickFunnels 2.0. Unless you're stupid. Designed by idiots for idiots. ClickFunnels 2.0. Unless you're stupid. Designed by idiots for idiots. I'm just kidding. I'm just kidding. If you wanted to make one,

so let's go like a step back further because with like dear fat people in some of these videos, you're not necessarily selling off the thing. You're creating,

like you talked about, you're just setting the grand slam to get people. Like when you work with brands, I know, I can't remember

you talked about this earlier today. You did a video initially that was just a great controversy. Yeah, a good problem. And then next came the video. We talked about that whole thing as well. Yeah. So that one was with Happen App. I love it and I've done this model multiple times.

So with Happen App, the first video I put out was Why Dating is Fucked. And that video, it was just funny. It talked about our online habits, whatever. It naturally got 45 million views just on Facebook organically. Is that on your personal profile, their profile? That was on my profile. So didn't mention the brand at all in the first one

because it's not a commercial. It's just comedy and we're just talking shit. So once it hit to that 45 million mark and then more on the other platforms too, then I released a week later, the how to fix it, which is happen app. You're actually going to meet these people. Cause when you walk by them, then you get it. Oh, that's who that person is like a little ding on your account and doing it that way by being like, this is up. But Hey, here's, here's how we can solve this problem.

They slaughtered. They, they did so well. They did so well. They stopped telling me how well they did because they knew I'd have to renegotiate my contract. So I was like, Oh, that's how I know. Yeah. Can I ask how, and I don't need actual numbers, but it's conceptually like how do you, as someone who's doing that, cause you're doing the influencing, you're writing scripting, you're doing video. Like how do you get paid in a situation like that? Just so people know if they wanted to go find somebody to work with, like, what does that kind of look like? Yeah. It's changed now. So at first it used to be just like, here's just an upfront fee. Now I go, okay, upfront fee, this is for the ideation phase and the whatever,

if there's a production cost depending on the level of the production. And then if it's a product that's a newer product and I'm going to help push in the stratosphere, I obviously want some points on the product because let's be partners in this. Let's go all in. And then if it's, that's not available, something like that, I'll never, oh my gosh, brands, please listen. Do not go to influencers and be like, let's do a, you get this percent and use this code. Chances of your backend breaking when I bring volume

are really high. Most people say their systems can handle it. Most systems cannot handle it. Your website might break, your funnel might break, your website systems can handle it. Most systems cannot handle it. Your website might break. Your funnel might break. Your website can't handle traffic. It breaks. So all that traffic I just brought you, I'm not going to get paid for.

So I won't do deals like that. And most influencers won't. So just don't pitch that to people. And you're unique for most influencers because most influencers that I know, a lot of them have big followings

and they can do, you know, they do their thing. But like, you're unique because you're able to write and to script and strategize where I don't think most of them have a marketing mind. Do they, or have you noticed that? No, they don't. Yeah. Because a lot of them call me and I help them. Yeah, for real. But I'm happy to. And all the people who

made fun of me for making YouTube videos years ago, they come to me now. You gotta make an agency just like teach or like, yeah, scripting out all the stuff for the other influencers. Because I wish there was more of that that we could – maybe there is. I don't even know about it. The network of you going like here's all the influencers you can tap into and figure out those kind of things where they write a script and write a thing. That would be – to me, that would be epic. That would be like an Avengers type of thing. So here's the different genres of influencers and here's how you could use them and utilize

our audience. Oh, that's fun. Because most of the stuff we've done is like we got to know people who had relationships or whatever and it's like one-off things versus like that'd be cool to have a place. Anyway, so there's your next billion dollar idea. Cool. Thanks. I liked it.

Okay. I'm going to have you come help. Okay, sweet. Yeah, we'll build a forum for it. It's a click. It'll be amazing. It's like, oh, you're going to make me, I'm going to dream about this tonight. I'm like, ooh, ClickFunnels 2.0.

What problems? What are all the problems we solve? Ooh, what what do we do i can have so many ideas for you yeah it's gonna be fun so with your um i'm just curious about your overall strategy because you do the videos but then it feels like the next phase was like you building your brand you're following and like what is what is your build like what how did that fit into it was that a part of it initially it was kind of bananas because it worked too well too fast and you know but i was still disabled as they started going viral so i was getting all of these bookings and i couldn't do them all because i was like oh like when it came to the royal palace i was like shoot i better get up i have to go on a plane and

go to england i didn't tell them I wasn't walking most days. I was like, I'm going to take the prescriptions I need to, to be able to do that at the time. But it grew. And then I started doing a lot of the consulting and then more of the consulting. And then as it worked and I had more success, I would like have more and more brands. The last few years of my career has been 90 85 to 90 consulting and working with brands and keynote speaking and the nicole you know storefront like the real me has not done that much stuff and i'm about to flip that whole model over and focus on the course that we're doing together because that really matters to me my podcast because i have cool stories to tell and

it's gonna be like a late night vibe too where i get to do my funny monologues off the top and then uh that's gonna be cool i'm really excited and then only partnering on projects i love like we were just talking about like i feature film aspirations and i don't want to just go be in somebody else's movie because that takes three to six months of my life i'll do a couple cool ones but i want to be writing those and helping direct them and the music stuff has been helping with that too yeah talk about that because that's something you launched a music career yeah it's just amazing when you build when you build your personal brand the way you can then it opens up so many doors like i want to be a musician and a rapper and

and write books and i want to do a podcast and like it opens up so many cool things but what brought you wanting to go and i know music kind of your background initially with dancing stuff but yeah like i was one of those hardcore choir kids and i took music and through school and all my certificates and all that kind of stuff too and i always was just like i want to do this and i've written stuff for other people uh ndas prevent me from saying where they went but i have done like some cartoon stuff too and i just always wanted to do it. I'm like, well, why wouldn't I? There's no permission slip.

Just go do it. I did. I told you earlier, I haven't released any of my stuff that I think is my best stuff thus far because I'm going the same way. The first video came out, Bitty Bomb. I don't know.

I think it's 1.3 million views organically just on YouTube, which is kind of hard. And then the second one did better, and it's gaining traction in different ways. And we've had the biggest record labels in the world reach out to my team now, and I'm like, hee, hee, hee, no, wait, wait. You guys have to hear what comes after that. I'm not going to make a deal when you haven't even heard the good shit yet. Yeah.

So it's just like part of the fun. It's like when you learn the skill set you can apply it to all the different things that's what i've learned with me when i learned the skill set like how to do funnels and persuasion and traffic and it's like we talked about i just bought a ladies fitness company i bought it you know some of the things you can apply it to where it's just like you know for you it's the same the same playbook entertainment is entertainment marketing is marketing yeah just do all of it like i look at old school entertainers those were my my ogs my favorites the ones who would sing and dance and act and

direct i'm like that's the like that's the good stuff doing it all it's so cool yeah um dick van dyke yeah dick van dyke he's the man so my next question for you then is so right now we're in the middle of like like this cancel culture of everything right so it's funny because i think you've done some videos talking about like like making fun of that like cancel me now like um cancel me harder daddy yeah i gotta make that on a t-shirt honestly but it's curious because some people are so scared like ah if i do this thing then what's gonna happen and the repercussions and everything and And like, um, I love you talk about just like controversial marketing and like how you, yeah, like even how you're. Hold the line. Hold the line. You will have way more people. So as we know, everybody is not your client. Everybody

isn't just is what it is. Um, I think Mario Lopez is a fricking fantastic businessman and entrepreneur and he's so good at what he does. He wrestles on by the bell so i love him because of that right and i remember him saying to me recently he's like you know my brand is in everybody i want to be with everybody and whatever so he never says anything does anything that is outside the parameters of that awesome mario lopez brand however that doesn't work for everybody and that's okay uh i, I can't think of the studies right now, but so many are, if you choose a line and you hold it, your audience, even if they don't agree with you, they're like, Oh, they have balls, you know, like subconsciously there's a, Hey, they know that's cool. I don't agree with them on this one. I have fans who will defend me now, even when they don't agree with me. Like, I don't agree with her on this one, but you know, she,

she, I like that. She's has the balls and she says it so when it comes to actual brands i think you have to get your board literally your board on board that hey this is our stance on xyz or we think comedy is comedy and is what it is we're not going to apologize because it served its purpose don't be dicks to be dicks like yeah it's kind of whatever but especially in comedy and in advertising it's okay to draw lines it's a if you don't it won't be successful if it's not like we love this we hate this that's how it's comedy 101 find a thing and pick an attitude on it yeah it has to be like that with marketing interesting uh. This is kind of a funny side story, but we were – I was in Dean's plane flying to – I met with Tony.

It was like a month or two ago. We landed at the private airport, you know, with all the private planes. And we get out of our plane. And the plane next to us is the Mr. Pillow guy. Of course. And he walks out. I was like freaking out. So I'm like taking selfies, like trying to show.

And I was like – I looked at him because he went through with all Trump stuff, like went, you know, hardcore hardcore and he got canceled. Yeah. Everyone came to him. Did he get canceled? That's so weird. Yeah. Actually though, is he canceled?

No, I was going to say yesterday I was flying home from Phoenix and the TV guy next to me in first class had the TV on. And it was a Mr. Pillow commercial, like infomercial. I'm watching it and he's pitching the stuff and like – and it just fascinated me. I was just looking at that because yeah there was like yes he got hit but also like I didn't know who Mr. Pillow was until that whole controversy happened that was like

yes like also like now I knew who he was I got a line at the airport and I'm like there's the dude I'm taking selfies like from 100 yards away

like trying to like send my family like there's the Mr. Pillow guy and like I didn't know who he was until he got cancelled and then now he's

now yeah now we're talking about on a podcast exactly like I've been cancelled we always joke it's like I think we're talking about a podcast. Exactly. Like I, I've been canceled. We always joke. It's like, I think we're at 13 times now. And like, am I canceled?

Like, Oh, she's canceled. No, I'm not. Ah, I'm uncanceled. You can't actually do that. And it's, there's going to be people who love you or hate you and whatever. You got to embrace both. Like seriously brands. I know it's the corporate culture.

So that's why I love so many entrepreneurs that are leading the charge now that are actual entrepreneurs and they aren't just a suit doing this because they can say, no, this is a, this is a mitigated risk. We've gone through, Hey, this could be awesome. Some people are going to love it. Some people are going to hate it. Everybody doesn't drink Pepsi. That's why there's Coke. It's okay to love and hate stuff. So those are my thoughts on it.

Cash me outside, girl, she spun that. She makes so much money. Do you know that? She's a good little rapper too. She's killer. But she spun it into a crazy career, and I think she was the top earner on OnlyFans last year. Never got naked.

She just has that subscription model, and she kills it. She went from standing up to Dr. Phil. Whatever. It seems to be winning. even in the political climate too when people are like oh we don't want to be associated with this or with that side or whatever it's like just pick something stand for something or people think you're weak and you stand for nothing and yeah i haven't seen it miss. Yeah. Have you? In the short term, sometimes it feels like it, but then the long term, no. It's interesting. It's extra people talking about you, your brand.

So think about this. Some listening who's just got a – I mean, most people listening to ours are smaller entrepreneurs. They've got a course or a product or something. They're trying to sell it. And they're like, okay, this would be cool. I want to do what Nicole did. I wanted to set up four bases, you know, three bases,

and crush something out there. How would you deconstruct that? Like, what's a product we can make up? I don't even know. As an example. Give us a product. Any product. Lady Boss.

Let's say you just bought a brand new company and you want to flip into an MLM, and you're a dude who owns the company. What would you do? Oh, you're milking me now. Oh, gosh. My team's laughing in the corner they're like don't say it well i would need to know like your main products first what makes you better than your competition who is your competition i also love direct targeting

competition aiming and firing and that comes back to like the adidas Nike thing. You know that story, obviously. It doesn't go poorly. It's interesting. When we launched ClickFunnels, that was a conversation because there were our competitors. Our competitors initially was Leadpages and it was Infusionsoft. And so at our big annual event, we had 5,000 people in the room and we gave everyone T-shirts to say we are not Confusionsoft. And they all won. And then we had T-shirts out and it was this big thing.

So much so that the CEO ended up calling me and yelling at me like why do you hate me so much I'm like I don't hate you we just like Batman had the Joker like we got out of someone and there are definitely

people who left ClickFunnels because they were offended but then other people loved it it became a thing and then Infusionsoft literally changed their name to something different because we got everybody

in the community like mocking them in fact I listened to an interview with the owner the other day and he kept talking about it he said the owner said confusion stuff like 30 times in a podcast interview and i was like i can't we did that yeah like it was crazy but ever since then i've been shied away where i'm like god i haven't i don't know why like if it's because

we got a certain level where i got nervous but it works so well as we were building up you're the boss in the boardroom boss in the bedroom be. Be the boss of your health. Lady boss. Oh, that's good. Yeah. Like, when it's ladies, like, you – there's, like, the whole girl – there was the girl power revolution with, like, Spice Girls. But now it's about being sassy and sexy and taking care of your kids. And we can do it all and look good in heels. So sometimes that means your time has to be with your kids, so you need the bar to take on the road with you on the way to the gym. Like, you know, there's like the key messaging that goes

towards women that I don't know if your other people you talked about will be able to hit it. I'm just saying, I'm just saying like, you got to play on that lady boss thing. That's so fun. Yeah. So interesting. That's really fun. So I, if I were to deconstruct that, I wouldn't just do one ad. Um, I know some people say that I like a series of ads, not just to test them across, but because your demo isn't just one thing usually, and then you can hit different people. So I, in the first video, for example, myself, I hit people who were making fun of that Instagram culture. The second video, I hit everybody who was married because it was about divorces. The third one, I couldn't really look up what that third one was because I forget.

And then the fat people one was different. And then – The religious people. Religious people. That was – no, that came after. Yeah. But the religious one too, like there's people who are very religious and people who think it's stupid. I got both of them in that video. Yeah.

So if your ad is only hitting one tiny demo. You're looping in segments of the market. Yeah. To attention around you. And then coming in and like. Like, you know, there's your staff member who's like, I'm a vegan. Sorry. So he obviously remembers I was talking shit about vegans. I still like him.

He's a little thin, a little malnourished looking, but whatever. Yeah, we all have hobbies and do silly things. I'm just going to send you some dead animal. Okay? Just like take a bite out of it, dude. You look like you've jaundiced. I'm just kidding. You look nice for a sickly person. But just that.

Someone's going to laugh at that and buy carnivore crisps. They're my favorite. Use my code Arbor20. You did? I win. Yes. So I was in Melody's car. Melody that we both love from doTERRA. I was in her car yesterday and actually in her pantry, she has like a whole carnivore

crisp section now for me. Did you see my ad for carnivore crisps? No. You did. I did it in five minutes because I looked on my counter and I went, by the way, I didn't ask if we could swear. Can we swear? Can you guys bleep? Okay, cool, because I swear. I looked at my counter and I was like, I ate all the product before I made the ad.

Well, that's the ad. That's the ad. So it was just a selfie video of me being like, well, I was supposed to do this thing for Cranberry Crisp crisp, but beef brisket, uh, it was really good. I ate it. Next one. These were the, the crunchy whatever's I ate them. I ate this one too.

And I also ate those. Uh, they're good. Um, cause I ate them and my code, uh, sorry, kind of a crisps and it was their highest converting ad they've ever had. And it was just a selfie video. That's crazy. It was fun. So then when they ran the ad, they they ran it you posted it on your social oh there's so much that you could do with lady boss

because challenging women to be part of it is really fun like there's challenges you can do and like funny things like do you remember the baloney that people were like sticking baloney their kids heads yes like it seems like there's something that like the moms could be doing with the bars or some kind of products or something you know like there's just that like the moms could be doing with the bars or some kind of products or something. You know, like there's just so much fun you can have with like a female brand like that. I mean, I need to be the consultant for all this stuff. That's so cool. It's fun.

I told you I'm very selective, so we'll have to talk. I'm doing my stuff too. So like the carnival ones, they post on your social. They take that creative and run as ads somewhere else also? they were putting it on their socials as well too and they were such a baby brand i was just like brand new brand new i was just like i know you can't afford me i just want to do this because i keep sending me your product we'll figure it out yeah actually and i was like sure i'll take a cut we'll figure out. That's the only brand in the last like ever that I'm like, just, I believe in this product and this company. It's the best.

It's so good. I want to take it over eventually or something. Yeah. So good. It's so good. You eat meat? Yeah. Okay.

I'm going to send you some. It's delicious. You're going to get hooked. Sweet. Yeah. Oh, you know, it'd be great to, is a series of ads with no sound in them whatsoever. Like just maybe an audio time just at the end. Just like a situation.

And it's like the only ads out there with no sound. And then you can show a product, like a series of them. That's interesting. Soundless ads. Those are fun. To kind of go back to what you were saying earlier about how like you leave it there and you leave. I found that with when I'm speaking or if I'm selling from stage, if I tell, if I try to tell somebody something, then, um,

they feel like I'm telling them something. It's like, Oh, that's the Russell thing. So instead, if I can, if I can create a story or an environment where then all of a sudden they think it and they have, then they thought it and I didn't think it. And then they're more likely to move and persuade, you know, run the back and buy the thing or whatever. And so it's like, how do you create stories like that? I've never tried it from an ad standpoint, but from like when I have a captive audience in a room, I can do that really well.

I can tell a story, leave it somewhere. I've seen you do it. You're so good at it. And like, oh, they have the epiphany at the end. We're like, oh, I'm in charge. You know, like that was my thought. Yeah, that's like callbacks in comedy. That's the exact same.

Explain that for me. So a callback in comedy, for those of you who don't know, is the technique where I've already said the punchline. And then later on in my set, I'm going to circle back to that same punchline. Why? Because the second time you do it, the audience is like, oh, I know what you were getting to. The audience feels smart.

But you can do it in three fives and sevens. So you get to that third one. There might even be a moan on the third one, like, oh, I did it again. You get to that third one there might even be a moan on the third one like oh i did it again you get to that fifth one they go nuts like go back watch eddie murphy any of the big comics it's always at three five seven and i do that in ads as well with people interesting i've seen it before i didn't know it's called callback yeah it's cool and you do feel yeah it's similar to um uh super super easy barely in convenience. Ryan George.

Do you know him? Are you friends with him or do you follow him? Ryan George. No, but I will. On the Screen Rant channel, he has a channel called Pitch Meeting. And it's like, it's the best thing on YouTube. But it's him talking to himself. Oh, that's amazing.

One, he's the writer who just wrote a new, I just wrote Avengers Endgame. And then he's pitching it to the producer and they go back and forth. But he's done like 500 episodes. And then people die but they don't actually. Oh, it's so funny. You'll love it. He's a great comedian but like every time, all 500 episodes, he has three or four – like each character has the same line. It's like now I've watched all 500 episodes.

Every single time I'm like waiting, waiting. And he did the line. Yeah, he did it. Like y'all freak out. We're all laughing. It's like that buildup just waiting for the line every single time like, yeah, he did it. Like y'all freak out. We're all laughing. It's like that buildup just waiting for the line every single time.

Exactly. You didn't get the joke because you're malnourished. See, it worked. I'm sorry. Vegans have feelings too. I've heard. So they say.

I love you fighting your laughter. That's actually my new favorite thing. I was just like, he's right here. I love him. You're like, Nicole, don't thing like but it's funny like your face is hemorrhaging probably how i watch most of your videos someone get him a squatty potty it's kidding we have no not here oh my gosh we did get squatty potties all over my house so. I'm a sucker for good ads. Good ads, I need to support them because the ad was so good. I feel that way too.

I want to buy it. Take my money. You're funny. Take my money. So Nicole, you're the first person I've read in this room. Yes. We're not telling people. We're in a secret location and we're keeping it a secret because someone's going to rob me.

I don't even know where I am. I would say conservatively in the last 12 months I've probably spent $6 million on books. So you're in the middle of some of the most rare cool books. But I'm curious for you. So the first book you read, what was it called when you were sick and you went into the library? The Louise Hay You Can Heal Your Life. Yes. So I'm curious.

After that book, were you into personal development prior to that? Or was that the first? That was the first. So what other books based on personal development things have you read or audiobooks, whatever, that had a big impact on you? Do you have favorites? I do. So I think Louise Hayes and OG. I know people say bad things, but who cares?

I love Joel Osteen. I love his books specifically. I think they're really helpful. Joyce Meyer is my homegirl. Do you know her? Are you familiar? She's a preacher, a female preacher. And her books are just awesome because she has the voice of a comedian,

like an old female, like a Joan Rivers, like comedic voice in the way she types even, mixed with she's a Christian preacher. So she's teaching you lessons and stuff from the Bible, but she's giving real dirt on it and being funny. So I freaking love all that stuff, and she tells it like it is. So I was like that. Um, by the way, I met Joan River and have a picture with her. Do you really? Yes. You know, one of my like regrets, you're like, ha, I got that one. I collected that infinity stone. One of my like kind of regrets, but life is what it is,

is that I didn't understand her comedy while she was alive i always was like she's just mean she's just mean and i didn't get the art of the roast that she was such a freaking phenom at until years later i think i was just too young to understand it maybe but now i'm like whoo she was good and she was right she was ahead of her time like she's great um and then book wise like don miguel riaz i love him and i love the alchemist i told you i've read it so many times i forget but anytime something big happens in my life i go back and read it uh i buy everybody who has a baby the same book and it's oh the places you'll go by dr seuss interesting have you read that guys you gotta reread that book a long long time ago when you read that now you're like whoa that's knowledge bombs and i get that for everybody who has a kid

and i always write them a big letter in it about like what was going on at that time about their parents and about who i am in their life and all that kind of stuff give them a little wish for the future but that book gives you a lot of awesome lessons and just like this like it talks about haters it talks about how you're gonna fail sometimes and that's okay and just be brave and go for things now i get chills thinking about that like dr seuss knew what's up and then one time this guy gifted me a trilogy but there's four books in it it's right here hey three four yeah yeah like it literally says um the secrets trilogy on it i gotta pick this up it also weighs 70 000 pounds i use this as a weight as well um it's the secrets trilogy but there are four books

i have the instagram story for doing that you should should, um, you should leave that in. Yeah. It makes me laugh. Those are like, those are some of my favorites and like, yeah, like laws of success. And I've read Tony Robbins stuff and I've gotten into everything I can get my hands on too. I, similar to you, I just love learning that side of it. And I have to reset myself cause you know, goes on in life and in business and whatever. And I have to reset myself because, you know, it goes on in life and

in business and whatever. And I'm like, Oh, I need a reset. And then I go back and I'm like, Oh yeah, this happens to everybody. And keep your mind focused. And always a constant reset. It's a lot of chaos, right? Like everything starts and it gets more and more chaotic and you have to reset it. And then like, that's just constantly in all parts of life. So is that why you're out? Like not right now? Cause I'm not disclosing where we are. Um, you're welcome. Uh, but is that why you prefer to like have your main business in a state that's more chill? Is that part of it? Does that help you with the chaos? Not necessarily more so. This is why I was, you know, I'm here. Yeah. I'm in

Boise. I don't want to move. So yeah. Um, but i love it here because it's it's i mean you know it's hard to get here yeah yes it is there's no flights we were booking and we're like nobody gets there we're gonna have to fly ourselves basically yeah i do get yeah grant tried to sell me his private jet like a year ago and i was like that would not fit in Boise that's like the size of Boise it wouldn't work anyway but it would have been amazing fair enough

yeah so last one I want to ask you and this is actually I know we just met today like personally so it's been really cool getting to know you

internet friends I've been watching you for years but I'm really excited for you and I'm sure you understand I think this is going to be the biggest thing you've done so far

is actually the podcast because the podcast is such a distribution channel and everything you're doing socially is amazing. You've built huge following and followers. But those things come and go because of algorithms and because of annoying things where I feel like you're taking this energy and this built-up momentum and putting it into a show like that

that I feel like is going to take you, like, anyway. So I'm excited for you. Cool, thanks. But talk about that a little bit. Talk about the show because I think it's a big deal I appreciate that so much and like you were the umpteenth person who said that to me and I think there is so which is exciting and thank you and I think there's something to be said about like me in long form because everybody who may have a preconceived notion of me the secondly are actually in conversation or in a room with me and it's like long-form conversation, they're like, oh.

Oh, you're not. Oh, okay. Or oh. I thought you were this 22-second video clip I saw. Yeah, exactly. Oh, you're smarter than you look. I'm like, yeah, I get that a lot. But I just think it'll just kind of open people.

And I like exploring humanity too. I don't want to just be a clickbait soundbite. That's not even me. It's just like a fun game. Um, so the show is, it's called the Arbor effect, a like AA. And, um, it starts with like a monologue type of thing. Like I'm going late night styles. Cause gosh, I love those old late night guys. It was so good. Um, and then after that we have a guest And I like to keep it topic-based. So whatever I'm doing my monologue on is what the guest is going to be on. And I would love to have you on. I would be insanely cool.

Yay. I'd be honored. Yay. I'm like, what topic will it be? Because there's so much we could do. But we'll hone it in. And I'm super, super pumped. And the list of guests is so massive.

Someone asked who's the number one guest I want to have on? Because I know I can get all these super cool people that I'm friends with and whatever, which is great. I'm excited. But the number one guest that I want is the Pope. I want to ask the Pope via his translator some very specific questions that I think would alleviate a lot of fighting, especially in America, because people hide behind religion as a reason to do this to people. I've seen a lot,

which is the opposite of what we're actually supposed to do with religion, if you're following it. And I just want to be like, Christ said, yeah. Yeah. Was Christ like super judgy or did I miss that part? Like he flipped a table once.

Fair enough. We all have, but I'm flipping this after but yeah i just think it'd be really cool to go straight to the head of that source on earth and be like here's the questions here's the things that people keep fighting about in the name of religion let's say you you know that's my number one that'd be so cool right i want to put it out there yeah how would you get that who's the connection point tony robinson tony knows everybody tony knows everybody he'd be so cool, right? I want to put it out there. Yeah, how would you get that? Who's the connection point? Tony Robbins. Tony knows everybody.

Tony knows everybody. He'd be the one. That's fine. Okay. I'll call Jarek to call his dad. I'm just kidding. Well, I don't even need that extra one. I'm sitting with you.

You're like another leg of Tony's. Yeah. Oh, that's so cool. Well, thanks for coming to Boys Things, hanging out. Get away to your fun alive. Oh my gosh. Pain free by 23. Let's go.

This thing, again, you spent eight years struggling with this figure out the solution and i'm excited to get it to more people it's gonna be so cool thank you excited for you yes thank you so much thank you this is awesome all right this is russell again well thank you so much for listening this episode if you enjoyed it please share it with somebody you know who could benefit from it. Let them listen to it. Hopefully you guys enjoyed it. And again, if you have any questions for me about this episode or any episodes, go to marketingsecrets.com. On the homepage, you can submit a question.

Those come directly to me and I'll answer them on one of the next podcast episodes. On top of that, when you go to marketingsecrets.com, you can see the video version of this podcast. You can see the show notes, a whole bunch of other stuff, plus all the other past episodes. You can go and binge watch them there. Thank you guys again for listening to the Marketing Secrets Podcast.