Marketing Secrets with Russell Brunson - Jay Abraham Q&A Interview - Part 3 of 4

Episode Date: May 30, 2022

On today's episode, you get to hear part 3 of a recent interview Russell did with Jay Abraham. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

What's up, my friends? Welcome back to the Marketing Secrets Podcast. You've had a chance to listen to two of the four parts of my interview with Jay Abraham. Hopefully, you're enjoying them so far. And so, this episode is the third installment. In this one, we're going to talk about a whole bunch of other cool things that Jay asked me about. We're going to talk about how we grow our companies. We're going to talk about the Dream 100. We're going to talk about endorsements and collaborations.

We're going to talk about how Jay and Tony Robbins work together and how I worked with Tony Robbins. We talk about the three Ps, passion, purpose, and possibility. We talk about the fact that what we do actually matters. We talk about the ripple effect that you and your business and your ideas can have upon the world and a whole bunch of other things. So welcome back to the third part of this exciting interview with Jay Abraham. I hope you enjoy it. If so, please let me know. Please take a screenshot of your phone and post it on social and tag me on it. That way I can see which stories you guys are liking the most and which ones resonate.

Hope you enjoy this episode and we'll see you guys next week for the exciting conclusion of my interview with Jay Ram. 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.

I mean, I was so blessed that I had so many mentors when I was younger, but I used to hear all the time, the sooner you get your first sale, the sooner you get your second, sooner you get your second, sooner you get your third. And you should think that way. And, and, but people go, well, I only sell this. And I'll say, why? You know, they buy these other things. And, you know, if you sold the first thing and the lesser things, you get a lot more, lots more of these. But people consequential, critical and and I don't know if it's integrated, but thinking about all the all correlations that define somebody. And I mean, we did it. I mean, I'll tell you a fun story, and this is not tangential ADD. It will help people. You probably know this, but I was involved in all these. I mean, I'm no longer my claim to fame,

but we did an entrepreneur magazine when nobody even knew what the word meant. We had to send out letters, Russell, that had the Webster's Dictionary explanation of what it meant and also how to pronounce it. Serious, swear to God. I mean, I remember the magazine you were subscribing to only too well. There were a bunch of them like that then. And what was the point? Oh, but this was so interesting. There's two different elements. We thought our market was just people who wanted to start a business. But then we realized, is anybody just wanting to make more money? We guys started going to, we went to commodities trading. we went to options trading, we went to real estate

flipping trading, we went to people who were buying a career training, and all of them worked. And then we started buying those kind of businesses and gross selling, because it was the same market. And instead of making this much or losing, we might have lost on the first transaction, but it wasn't really a loss. That was just the cost of getting started in the monetizing relationship. Very interesting, but that's a great point. I love that. I mean, you mean, Jesus, you're one of the super colossal affiliates. You've used that for your other businesses, for this.

Now you have 100,000. It's sort of cool. Captively, you have this audience that's not inconsequential. Talk a little bit about the power. You may know this. I have so many, Russell, so many distinctions that I forget about most of them. But we've done billions of dollars when I was active in joint ventures, strategic alliances, host beneficiary, endorsement, co-branding,

all these things. And I don't think in the Japanese culture, they realize how powerful that is, because it's a very me against you, and I'm very private, but I think that's a terribly inhibited and limited attitude about growth. Yeah. In fact, I, I initially learned all this stuff from you. I remember, um, listening to your CDs, my wife and I driving around our car and you talking about host beneficiary and all these strategic partnerships. And, um, a couple of things I learned. Number one was, um, uh, is was I look at our customer, right? And our customer, we have the mindset we think that they're our customer. We own them.

They only buy from us. And the reality is it's not true. I think about myself. The things that I buy, I buy 10 different things or 20 different things in every market I'm excited by. In the health and fitness market, I buy all the things. Watches. I like watches. I buy all the watches. I buy all the training courses. Like I bought everything

from you and from Dan and from all the people. So like people aren't just buying from you. And so by thinking that you are, that they are, it limits your ability to grow. And so I started looking like, Hey, well, who else besides me are they purchasing things from? Like, I need to get to know those people and be partners with them and like figure out that. And that was a big part of it. The other thing that you, I remember, I can't remember where you said this, but somewhere you talked about, you said, look at like the, the product service that you have. Like, what are all the things that somebody needs before your product and service? And then what are all the things somebody needs right after that?

And so that started to make like opening my eyes, like, what are all the different things? Like, how do like, what are all the, all the different ways to do this? And so what I started doing in my business, and actually I learned this coin from, uh, from Chet Holmes. And I think you're friends with Chet before he passed away, but he had this concept that he called the dream 100. And so we started in our company, we built out what we call it dream 100. These are a hundred people who already have all of our customers congregated together. So they either on a Facebook group or an email list or a blog or, you know, somewhere they've already grouped our customers. And so I can go and I can go and I can, you know, I can buy ads and target those people,

which is good. And, you know, good example is Tony Robbins, right? So Tony Robbins has got 3 million followers on Facebook and I can buy ads and show my ads to Tony's audience, but it's so much more powerful to have Tony promote it. So I'm going to do both. I know Tony's one of my dream 100, so I'm going to target his audience to sell my things to his people, but I'm going to also try to build a relationship with him. And for me, it took me about a decade. I got to know Tony and built a relationship and about a decade into it, he promoted one

of my books and he did a Facebook live interview me on his books. And that one Facebook live ended up getting like 5 million people watch that video. Tons of people want my book. And it was, it was, it was amazing. And, um, Tony, I aren't competitors, but we both serve the same like core audience, like people who are high achievers who were trying to change the world. And that was just one dream 100 person. The next thing I did is I went, okay, excuse me. I said, okay, who are all the people in my market that have a podcast? So I went to, um, I'm not sure if it's the same, but I went to iTunes. I went to the podcast directory and there's a business section. And then it categorizes all the business,

business podcasts from number one down to I think a hundred. So I said, okay, here's a hundred people that have my audience that are listening to them in their ears. And so I went and I got the, the address of every single person who has a business podcast and I sent them a copy of my book and I I sent them gifts, and I sent them packages in the mail. I tried to build a relationship. And within a week or two of doing this, I got calls from five or six of the people that had the top 20 or 30 podcasts. A week later, I was on their podcast, and I've sold tens of thousands of copies of my books and software from these podcast interviews. And so I'm just looking at who are the people that already have my dream customers?

I'm going to find those people, get to know them, and then figure out how I can get in front of their audiences. And, um, and when you do that, like, you know, this more than anybody, but like it shortcuts your success. You know, I could have bought podcast ads for, for, you know, five years to get as many leads that I got off of me being on the top podcast, being interviewed for an hour at a time, as opposed to just a 30-second ad that would have cost me $20,000. It's crazy. So it's way more efficient and just a better way to do it.

And you're leveraging all the trust, the goodwill, and the intimacy of a podcast interview with somebody that admires you and is curious about what you know that they don't. The best thing about, I think, a great interviewer is that they are not trying to show you how bright they are. They're trying to be an advocate for their audience. And when you have that, then they're showcasing what you know because they want to help translate and transfer that knowledge to their audience when you can find those kind of hosts or bloggers or whatever it is matt then you then you've hit what we call the mother load yeah and it's crazy because like you know first off you start building these relationships.

And sometimes they become your best partnerships. I'm actually flying out to Tony's house tomorrow. We're flying out to go spend some time. Like, how cool is that? But it came from me trying to build that relationship, right? You start building relationships with people. That's, like, such a powerful part of it. But then, like you said, you get one person to say yes.

You know, one blogger's got a big blog and decides to write a blog post about your new product. Like, that can be 10, you product. That's the equivalent of you spending $100,000 on Facebook ads. I'm going to step on you, but I'm going to go back in time. I'll give a true story. Most people don't know this. In 1991, I was helping Tony's company. I was very helpful. And we achieved something really cool. We figured out the breakthrough for his predecessor to all the master was called

Master University in Hawaii. But that wasn't the story. So afterwards, he learned he I never talked to him. I always talked to his president. He got a hold of me and he wanted me to speak in Hawaii. And I asked in exchange, no fee. I said, why don't you interview me? Because he's a great interviewer. And he said, what do you want to sell? I said, nothing. I said, did a great interview of me and you probably don't know this I prepared 40 pages of notes that I sent to him and it took me weeks and uh you know he's always late he's always late when you go see him for anything if it's if it's business and he was late pardon me but uh I was supposed to do it 11 we didn't start't start till three. But when he came there, he gained a lot of my admiration because he had notes, not just on every page and not just on every paragraph, Russell, but on every sentence. And what transpired was, and I'm telling this protracted because I'm telling it to you because we don't talk much or at all. And what happened was we started at three and we went until three in the morning. And the only reason we stopped, this is when they had what

was called a DAC, which was a mini version of a VHS. And we ran out. We were on a roll. But what happened was they took 12 hours of interviews and they turned it into the two hour power talk that became a classic. He had about 40,000 subscribers, which he put it out to, but I put out 2 million of them. And that transformed my brand because not just his stature, but the kind of quality interaction we were having with each other. So people don't realize how powerful endorsement, collaboration, access to markets. And another point that people don't realize, everybody wants the biggest ones.

And that's very, very astute most of the time. But sometimes the smaller ones have a connection to their audience because they're terrible marketers and the people are responding in spite, not because of their marketing acuity. And those people, even though they don't have the quantity, when they encourage someone to buy from you or deal with you or respond to you, then the response on a relative basis is outrageous. Yeah, no, I agree. In fact, I think for most people, it's way better to start at that level. Cause I remember when I first got started, I I'd reached out to people like you and Tony and stuff. And I was just this little kid in college and nobody responded and that's okay.

Cause you know, but instead of being upset, like, Oh, this doesn't work. I said, okay, well I'm gonna start doing partnerships with people around my same size. And so I found five or six people. I went to some events, I got to know them and I was like, we build a relationship. And then we all started kind of cross promoting each other. And eventually all of our businesses got a little bigger to the point where we were at the next tier of business. And so then I started getting to know all these new people and I, you know, start talking to them. And eventually our businesses grew and, you know, you got for three or four years. Eventually you're at the level of your peers.

And also now they can, they'll return your calls. They've seen you all these different places. They've, you know, you keep showing up over and over and over again. And they're like, oh, this person's actually, you know, putting in the time and the effort and they're for real. And, and that gives you access to these people that, you know, once your mentors that you just dreamed about to now you can be on the call from like I'm right now with you, which is insane. This is so fun for me. So. Yeah, sure. Very good.

Thank you. It's it's it's more ditto. So let me ask you this. I mean, you you evoke you you ever vest what I call the three P's, which are passion, purpose, and possibility. How do you, how do you keep that? What do you feel that with? Um, that's a good question. Um, and this is something that was confusing me at first because, uh, when I got started, I was in college and I was like, I gotta make money. I gotta get money. I'll be the coolest thing in the world. That was my driving force. And then I made some money. And if anyone who's done this, you make some money and then you're like, huh, that was it. That wasn't quite what I thought it was. I thought I was going to feel different. And then you do, and you don't

feel different. So then I started chasing it some more. I tried to make maybe I need more money. That'll make me feel different. So I chased that for a while. And it just, it got to the point where I was just like, this is not like what I was hoping it was going to be. And luckily for me, somewhere in that window of time, I had a couple of students who had bought some of my things and something happened and they actually had success with it. And in fact, I remember one of them was this, this, uh, this guy and his wife and they had two little kids and they had used something. I, I, uh, they bought one of my courses, they'd used it, they'd applied it and it changed their life. I remember they sent me a video telling the story and they were crying and I started crying. And I was like, whatever that feeling is, like that's, that's the thing I thought it

was like, I was chasing that and that feels amazing. I want more of that. And then my shifted from like, for me trying to chase to figure out how to make money to like to shifting, to chase that feeling where it's like, as I create, I make my job, I make, I make my lives and my people I'm going to call to serve better. Like I get that, that feeling back I'm being called to serve better. I get that feeling back. For me, that was the shift. And so I really figured out at that point, okay, these are my people.

I want to serve entrepreneurs. How am I going to do that? I don't know. And I started trying to figure things out and try to make it simpler and simpler. And as I got better at doing it, and the more I focused on serving them, the simpler our software got. We made software make it easier. I wrote books that made it simpler. I tried to make their lives easier.

Then more success stories started coming. And then that started making you feel good. Right. And it's interesting. About once a week, we have a big company meeting at ClickFunnels. And we have a session at the very end. It says what we do matters. Where we pick one of our entrepreneurs and we tell the story.

And it's not like, hey, so-and-so made a lot of money. But it's like, for example, one of them is Kaylin Polans. So Kaylin came into our community. She, she didn a lot of money, but it's like, for example, one of them is Kaylin Poland. So Kaylin came into our community. She, uh, she didn't have any money, but she had lost, she had, she had her own personal weight loss transformation, lost a bunch of weight. And then she went through our programs. She ended up launching a company that grew really big called lady boss. They had over, um, I think over a million women were on their list and over a hundred thousand women have had a transformation where they'd lost weight.

They'd had more health. They were happy. And so we told like, for example, we tell Caitlin's story. So look, this is one person who we interacted with. And from there, she's able, like the ripple effect from her going through our programs and using our software was a hundred thousand women lost weight. And those hundred thousand women, they went back home and then they had, they had their, their families and their kids. Right. And then plus, you know, for, for lady boss, that company, now they've got like 80 or 90 employees. So it's those employees and then their families. And like, Mike, that's one entrepreneur, the ripple effect that had on the world is huge. You know, we have a hundred thousand people using click funnel. So it's like every week we share one of those stories. And for me,

like, that's, that's the thing that keeps me like just, why do I keep doing this? I'm so excited. It's just like, ah, that feels so good. You see like something you created or you developed and it changed someone's life like that.

Like that's the fuel, at least for me, that keeps me. And that's beautifully articulated. Thank you. What's up, everybody? This is Russell Brunson. I've got something

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Hey, this is Russell Brunson, and I want to jump in really quick to share with you a new assessment I found out that is insanely cool. You guys know I'm obsessed with personality profiles and assessments, but this one is different because not only does it help you understand yourself, but more importantly,

especially for us who are entrepreneurs, it helps us understand our employees, our teams, and get people sitting on the right seats in the bus so they can get more stuff done. I just had a chance to interview Patrick Lanchoni talking specifically about this new assessment they created called Working Genius. And the Working Genius is awesome. Like this test, I had actually blocked out an hour to take it because I was so excited for the new assessment. And it only took me like 10 minutes or less to get it done. Yet, even though it takes only 10 minutes, like you can actually apply this immediately. I took it

for myself. I had my team take it. And what's cool about it is from there, we figured out exactly what people's working geniuses are. And that's important because if you're building a team or a company, you got to figure out, make sure that you have, first off, the right people, but make sure the right people are sitting in the right seats on the bus. And this assessment will teach you how to do. Now, normally this assessment, you can go to workinggenius.com and there's two Gs in

the middle, workinggenius.com. But I got you a 20% discount on the assessment, which is only $25. So don't stress, it's not an expensive test at all. But you get a 20% discount off when you put in the keyword secrets at checkout. So go to workinggenius.com. Again, two Gs, working genius,

two Gs in the middle, workinggenius.com. And then use promo code secrets, S-E-C-R-E-T-S at checkout, get 25% off. But then we'll take theius.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 gonna give you the most joy, number one. But then number two, it's gonna make sure that you are, with your teams, getting them in the right seats as well. So anyway, I love this assessment. Go check it out at workinggenius.com and enter the promo code SECRETS for 20% discount. you are with your teams, getting them in the right seats as well. So anyway, I love this assessment. Go check it out at workinggenius.com and enter the promo code secrets for 20% discount. Take this test for yourself and for your team. And I promise you will change the working dynamics amongst

everybody and help your company to grow. So I'm going to ask two more questions and then I'll see if Hero is on, if he wants to, before you run out of time, because I don't want to abuse your generosity, but you're great. I mean, you're handling my nonlinear questions beautifully and your answers are quite good. You think like I think, so it's good. Well, I'm a poster boy for adult attention deficit. And I admire your brain and I admire your values and I admire what you've created. And I get the biggest kick out of trying to do deals with you and see how charmingly you deflect. And I mean that with positivity. I get the biggest kick out of you and I've enjoyed you a lot. I find you very impressive, monumentally impressive. So what,

I mean, I use a word that most people aren't going to know here, and I don't know how it's going to be translated. So what rocks your boat today, either in not just ambition, and not just goal, but objectives. Objectives, and I'm differentiating objective from goal. Goal might be we want to be 400 million, but in order to do that, there are objectives that are interesting. Like we want to be 400 million. But in order to do that, there are objectives that are interesting. Like we want to offer three more services. We want to own 150 different books to work freely and self-liquidating. We want to, I mean, so what rocks your boat and everybody rocks your boat means turns you on and turns you on means get you conceptually, creatively, commercially, possibility-wise, contribution-wise, excited. And it can be about ClickFunnels.

It can be about any of your other products. It can be about nobility. But what I know you've got the human trafficking also, which is admirable. And if you want to talk about it, you can. But in the meantime, what rocks your boat in terms of objectives, not just goals? Oh, you got me excited. There's like 10 things I could talk about. Talk about them.

I mean, if you generously contribute, you're changing people's lives by causing them to think deeply about things they've never been introduced to. You can talk about anything you want and everything you want. Okay. I'll, I'll share, I think like two or three really quick. So one of them is related to ClickFunnels directly. So we spent the last year and a half rebuilding our platform and we're about two or three months away from launching the new version of ClickFunnels. And the reason why is, um, I'm sure you've read those. There's a book called crossing the chasm and it talks about the different phases of business where I feel like the first two or three years of ClickFunnels was us getting the, uh, the early adopters. And then next was the innovators. And now we're at this, this chasm where we're trying to take

the ClickFunnels to the world. And if you go to most worlds, can't fathom what a funnel is, it's beyond them. And so we've tried to redesign the software and the training and everything in this way where we can cross that chasm and eventually go from, you know, 200 million to a billion or beyond, um, by just making it, um, by changing the language and the process and simplifying it to so much so that, that anybody like my, my mom could log in the click funnels and be like, Oh, and she knows exactly what to do. Right. And so that's something we're like, we spent the last year and a half of our lives deep into that. We're about to show it to the world, which is always a scary thing. But that's something I'm really excited for.

Another big piece, actually, Tony Robbins asked me this question. He said, if you were to sell ClickFunnels or be done, what would you do next? And a year and a half ago, I'm like, I don't know. This is all I know. And he said, you got to find something else that you're passionate about so that if, or when like this ends, you've got something else that keeps you, you motivated. And I know what that was for a long time. And then, um, uh, man, probably six or seven months ago, um, I started collecting old books and, um, and I'm, I'm someone who doesn't go, I don't dabble. I go deep on anything I do. And so, um, I started buying old books and I bought a lot of old religious books that,

that meant a lot to me. But then I was like, um, I need somewhere to house these books. And so we started designing and building this, this big, uh, 20,000 square foot library with statues of Atlas and a bunch of cool things. And I was going to have those books in there, but I said, well, I want all the old books from all the things I'm passionate about. And so I was like, I want a personal development section. I'm like, well, who's got the best personal development books in the world? And, and, uh, one of my favorite authors is Napoleon Hill. And so I went and I found a whole bunch of first edition Napoleon Hill books that, um, like the, like the laws of success three years before it was ever published. And I ended up spending,

um, multiple millions of dollars buying this entire state of Napoleon Hill with all the first editions that is now in my office. And then I started going down all these rabbit holes and I bought all these old first edition books and I'm building this amazing library of learning and entrepreneurship where people can come and they can learn directly from these manuscripts that nobody has seen in hundreds and hundreds of years. And that's

something I'm just like super passionate, excited for. Um, just because it's given me the ability to like, to share these, these things from that. I feel like I've, I've kind of most people forgotten about him. Right. One of the big reasons why I bought Dan Kennedy's company is he almost passed away, as you know. And, and I was so afraid that all the stuff he had created was just going to disappear into the night. And I was like, man, this stuff changed my life. I want to keep it. I want to keep it out there. And so I'm as whole passion mission right now, I'm taking the best personal development and marketing and sales stuff from our generations and trying to put it in a platform where it'll live on forever. So that's a big passionate thing that I'm working on right

now as well. So those are some of the fun things. Thank you for listening to the Marketing Secrets Podcast. If you've loved this episode, then please take a screenshot on your phone and post it to Facebook, Instagram, or wherever you post stuff. And be sure to tag me and let me know why you like this episode and what you'd like to hear in the future. That'll help me to know what's great for you. Also, Dan Kenney and I would love to give you

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