Marketing Secrets with Russell Brunson - Level 10 Opportunity - Part 1 of 2

Episode Date: June 29, 2020

How to find and earn your level 10 opportunity. This is the first half of a presentation I gave at Stephen Larsen's OfferMind event. On today's episode Russell shares a presentation from OfferMind about how he founded Clickfunnels and the journey it took to get there. Here are some of the amazing thing you will hear in part 1 of the presentation: Hear a funny story about potato guns being shipped to a hotel where an event was held, after the event was already over. Find out why even though family and friends were less than enthusiastic about all Russell's new ideas, he kept talking about them. See why it took Russell more than 130 funnels before he created Clickfunnels. So listen here to part 1 of Russell's Level 10 Opportunity presentation from OfferMind. Transcript - https://marketingsecrets.com/blog/322-level-10-opportunity-part-1-of-2 Learn more about your ad choices. Visit megaphone.fm/adchoices

What's up, everybody? It's Russell Brunson. Welcome back to Marketing Secrets Podcast. Right now, I'm actually in the middle of our Two Common Club live event, having so much fun. We've got 5,000 people registered, about 3,500 people on live the last day and a half straight. I'm on lunch break, and I realized I didn't have my podcast recorded for this week. And so I was kind of scrambling, what would be the best thing I can give you guys? And I remember there's a presentation I did at Steven Larson's offer mind, and it's not the whole presentation. Um, but the very beginning, I kind of went on, um, not a rant, but I kind of went off. Um, because earlier that day, uh, I heard a bunch of people talking about like looking for my click funnels, my big opportunity,

my whatever it is, you know, and I kind of want to just talk about that. Like, how do you find your level 10 opportunity? How do you find the big opportunity that's for you that the year that was created for you? Cause a lot of times people are waiting for that to hit them. And it's like, no, no, you have to understand you have to be in momentum and moving forward. And, uh, for those things to come to you. And I kind of shared my journey about how, how I came into ClickFunnels and how it became a thing. So I'm gonna share that presentation. It's about 30 minutes long. We're going to break it over two episodes. So this is episode number one of two, um, about how to find your level 10 opportunity.

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. So happy to have you guys here in Boise with us. Is the last day and a half been amazing so far? Very cool.

I just want to take a moment and just acknowledge Steven Larson, or Steve Larson, whatever he goes by today. We always call him Steven in the office, just so you guys know, because every way he's spelled it always changed. But it's crazy to look back, and a couple of Funnel Hacking Lives ago, he bootstrapped his way, I'm sure you guys have heard the story, to get there. He slept in the lobby. two days after that was in my office asking for a job and then uh fast forward now a couple years and was able to bring 650 people to boise idaho on a week beginning during a holiday to talk about offers for crying out loud this is insane you guys are all here so it's giving me a huge round of applause it's like i wouldn't have believed it. So cool. Um, yeah, I got so many fun things to talk about today. So

I don't have a normal presentation. Normally I have a million slides and everything like that. Um, today I want to do more story time and I want to tell you guys some stories, have some fun, um, show you some cool stuff, um, from the book that's coming out and a couple other cool things. And so that's kind of the game plan. Um, but, uh, Catherine Jones just messaged me a few minutes ago. I'm not sure where you're at in here. I hear. Hey.

And she's like, if I came all the way to Boise, I don't tell at least one potato gun story. I'm going to be severely, um, upset. So I didn't have a potato gun story planned. Um,

but then I just thought of one in a second ago. So how many of you guys want a potato gun story real quick? You want to go shoot potato guns after this? That's the upsell. We're doing that tomorrow for anyone. No, it's kidding. No, it's funny. We did a family event like a month ago in Denver.

Who was at the family event with us? And we were trying to get all these potato gun kits shipped there to be able to show the kids and like actually do that. And it's funny because I haven't sold my potato gun DVD for a decade now. And, we used to have this, this supplier that, um, would drop ship the potato gun kits afterwards.

And so like a week for, for the event, I was like, we should see if we can, if they still drop ship potato gun kits, we'll get them shipped to the event and it'll be amazing. And like this whole thing. So I'm getting Melanie to try to call them.

They have no answer. Um, they weren't returning their emails, but they still have an order button on their site. So we bought them like at wholesale prices and have shipped directly to the hotel in Denver. And Melanie told me yesterday, she's like, I just got the shipping notes.

They finally shipped them. So there's a whole bunch of potato gun kits getting shipped to Denver right now. So if any of you guys are there, you can just pick them up. So that's the potato gun story I got for you guys today. Maybe Funnel Hacking Live will do some more potato gun building or something, a whole extra late night session.

Anyway, there you go. So when Steven first asked me to speak here, the first thing he did is he tried to make an irresistible offer. Do you guys hear about this already? So we went through the whole process, and we talked about, well, what should I talk about? And we kind of had a whole direction I wanted to go. And so I kind of started initially building my thoughts around that. But if anyone's been watching my Instagram, the last like month of my life, I've been deep trying to

get this traffic secrets book done. And it's been, it's been a lot. Um, and it's top of my mind and a whole bunch of just there. And so, um, I'm going to kind of do both. I'm going to talk about stuff I was going to talk about, but also going to traffic secrets because there's parts I've never taught before that I just want to like share. Um, again, I've never taught them publicly, so they may came out really bad. It could be a complete flop, but, uh, I'm not getting paid. So it's cool. Um, I'm just kidding. Um, anyway, so I'm going to start at the very beginning about what initially when he first asked me to speak, I really wanted to talk about, cause I think it's, um, applicable to everyone in applicable to everyone in your journey. And I'm

curious right now, how many of you guys have been in this entrepreneur game, trying to make money on the internet, this whole world for more than, let's say, five years? Okay. How many of you guys have been less than five years, less than four years, less than three. Two. Less than one year. How many of you guys like you found out about this a couple days ago? And you're pumped. This is awesome. Can you imagine this being their first introduction? And so I think sometimes we come into these rooms.

I know when I first got in there, it's been 15, 16 years ago now, when I first learned about this world and I came into it, I remember going and hearing all these people talking about stuff and sharing numbers and stats. And I think I had this envision in my head that like I was going to come in and like five days later I was going to be a kajillionaire and that was going to be the, how it worked because all these other people were doing it. And, uh, I think a lot of people have that belief as well. Um, and sometimes they come in, they start working and doing the process and if they don't get it right

away, um, they fall away from it, which is, is, which is frustrating and it's hard. And so I want to kind of just talk about my journey for a little bit. Cause every time I meet somebody, I always get people who are like, I've known you ever since the beginning. I'm like, Oh, when was that? And they're like, yeah, back when you did the dot-com secrets book ever since the very beginning. And I was like, there's fifth, there's 10 years that I was doing this before the dot-com secrets book came out. We're like, yeah, all the way back to microcontinuity. Who here remembers microcontinuity? I was like, yeah, I was six years in when that came out.

So I've been doing this for a long, long, long, long, long, long time. There's been a whole bunch of ups and downs. And one of the quotes that is in the new Traffic Secrets book, this is actually the Dotcom Secrets book. We just taped the cover anyway um oh we totally did yeah i had someone grabbing like i took pictures of it inside and i was like yeah it's literally expert secrets so yeah anyway um but seekers book, uh, as I was writing it and researching

and trying to figure out the right stuff, um, there was a quote and actually from an entrepreneur who lives here in Boise. Anyone here ever heard of ConvertKit? ConvertKit. So, uh, Nathan Berry's the founder of ConvertKit. He's the local Boisean as well. A really cool guy. Someone I have a ton of respect for.

And, um, and I was writing the chapter on publishing and I'm not going to talk a lot about publishing today, but, um, he had this quote that I ended up putting in the book that just meant the world to me. And I think I wanted to kind of start this way as I start this presentation, because I want this to be the thing that's in your guys' mind as we're kind of going through this journey together. So it's part of an email he wrote and the subject line was endure long enough to get noticed. They said, how many great TV shows have you discovered in season three or later? So I started watching Game of Thrones after they had released five seasons. Pat Flynn had released over at least 100 episodes of his podcast before I even knew it existed.

I discovered Hardcore History years after Dan Carlin started producing it. This is such a common experience. There's so much content being produced that we can't possibly discover it all. So instead, we wait for the best content to float to the surface after time. If step one in building an audience is to create great content. And step two is to endure long enough to get noticed. Seth Godin is very generous with this time and will appear in almost any relevant podcast,

but you have to record at least a hundred episodes. First, his filter is, uh, his filter is creators who have shown they are willing enough, willing to show up consistently for a long time. Um, and so when I read that, I was just like, man, that is, it's, it's crazy. And I was talking to my wife about this the other day, because it's still like, this whole thing is insanely weird to us because like this started 15, 16 years ago when we first got married and I'm sitting there and I'm like learning about all this nerdy marketing stuff and funnels. And we didn't even call them funnels back then,

but I was learning about stuff and direct response marketing and reading books about headlines and, and hooks. And I, all this, these things I was geeking out and I would try to like talk to people about it. Like I talked to my friends and my family and my parents and my brothers and everyone like trying to explain it to him. And you're like this for me, like the most exciting thing in the world. I explain it to him. I go through and they look at me like, Oh, that sounds really nice. I mean, you guys have friends or family. When you guys start talking about the stuff, they're just like, Oh, did you not understand what I'm talking about? Like, Oh, and I freaking out like this guy did this and this person, this I'm telling story after story after story of all these people, all the people that I saw on other stages taught telling their story. I tell their stories

and they're like, Oh, that's really nice. Like, how are you nice? I getting this. Like, how are you missing the energy behind this? Like, what am I doing wrong to convey this? And I would talk about it over and over and over again and nobody seemed to care, but I cared. It was so exciting for me. And so after that, I started talking louder and eventually I had a couple of kids. I was still going to Boise States down the road. I had a couple of kids in my classes who started listening and they're like, that is really, that's really cool. And I tell them about them and they got excited. I tell other people and, and so many people never, never heard me, right? I was speaking, but they never, they never heard me. I kept speaking, kept speaking, kept speaking. Um, and eventually a couple of people started

hearing and a couple more started hearing. Um, but it was slow. And the first decade of me doing this, like not the, the, the groups were not ever big. Um, in fact, the last event I did before funnel hacking live, which was probably about, probably about 10 years ago. So I'm probably seven or eight years in, I did an event and, um, we had, I think 300 people ish signed up for it. And I was super excited. We did it on Salt Lake. We drove me and our tiny team, we drove down there and we showed up and less than a hundred actually showed up after they bought tickets. And I'm in this room just like, God, like how is this so hard? Like this is the most exciting thing in the world to me. And I can't get people excited. But I kept talking and kept talking and kept talking, kept talking because I was passionate about it. Okay. If I would have done this because I thought other people can get passionate about it,

it would have withered up on the vine a long time ago, but I kept talking. And so it's so fascinating to me today that there's 650 people in Boise on a week beginning during a holiday talking about offers for crying out loud. Like this is insane. We're going to have 5,000 people at funnel hacking live, all talking about funnels and about loud. Like this is insane. We're going to have 5,000 people at Funnel Hacking Live all talking about funnels and about all these crazy things that are so exciting that people are buying books. Like when I wrote this first book,

man, I can't tell you how scared I was. How many of you guys have ever written a book before? Okay, anyone ever heard, you guys know Ryan Holiday? He's one of my favorite authors right now. He is going to be speaking at Final Hacking Live. I'm so excited. So he's written some amazing books, but my favorite of all his books is a book called Perennial Seller, which is a whole book about like, how do you

create content that lasts beyond the moment, right? He talked about a whole bunch of examples of movies, like movies that last for forever, like Star Wars, right? Like it's going forever. And then you have other ones who, they make a ton of money and they die, right? And in the book, he talks about like Star Wars, like name some lines from Star Wars. Like everyone can list off some lines, right? Because the movie is a perennial seller. But he says, you know, the highest grossing movie

at the time was Avatar. He said, can anyone think of a single sentence from Avatar? Can any of you guys give me a quote from Avatar? I see, I didn't even know that. I see. We got one person remembers the line from Avatar. I see, I didn't even know that. I see. We got one person who remembers the line from Avatar. Highest grossing movie, but it died, right? Okay, Friends was the same way.

Friends was an amazing show. When it ended, it ended. Seinfeld has like lived on. So what's the image in a work that lasts in a work that doesn't last? And he talks about that. And it's just an amazing book called Perennial Seller. And again, he's gonna be talking at Funnel Like a Lie

about how to create art that lasts beyond. It's not just a book, but art movies, courses, whatever your thing is, like how do you create stuff that lasts beyond yourself, which is something I study. Cause I like, I don't know, I'm in this like phase of my life where I'm obsessed with like the legacy of this whole thing. How do you, how do you do that? Um, one thing talked about in the book is, uh, is how interesting is with creators where when you create something, you go into private, right? Like when I've been writing these books or doing whatever, like I'm in private on my own,

in my house, studying, learning, reading, geeking out. But then when you like make it public, it's like, it goes from being this private thing to this public thing. And like the fear of rejection is like the scariest thing in the world, right?

And so like I remember putting this out and being so scared that just like, oh, like I was so passionate. Like my heart, my soul, like a decade of my life went into this and put it out there. I was so passionate. My heart, my soul, a decade of my life went into this and put it out there. I remember sending it to a couple of my friends

and just having so much anxiety. What if they read this and they hate it? They don't like it. This is so important to me. We put it out there and luckily they liked it. In fact, Rich Sheffrin, have you guys heard of Rich Sheffrin? He was one of the most scared to read.

He had to read every book on planet Earth 400 times. In fact, there's a video of him on YouTube that's worth watching. He shows his book writing process. He buys a book, he rips the binding off of it. Excuse me, first up, he reads it all, highlights it. Then he cuts the binding off of it. He scans the whole thing.

He sends the scan to one of his Filipino workers and takes all the highlighted sections and writes them into like a PDF. And then he's done that for like, I don't know, 7,000 books over time. And then every morning he wakes up, he's like, what I'm gonna study today. He's like, copywriting.

He's like, these are the 30 best copywriting books of all time. Plugs in his highlights into like an iPad. He jumps on the treadmill and he'll read 30 books in the morning on whatever topic it is he wants to like do that day. A dude's obsessed with like it's, and he has a whole video showing the process. It's the coolest thing in the world.

I remember sending him the book and I'm just like, Oh, rich hates it. Like I am done. I'm, I'm walking away from this whole thing. Um, and I remember afterwards he called me, he was like, dude, your book. I'm like, yeah. He's like, it's really good. I was like, Oh my gosh, are you serious? Like, Oh, that, that feeling. And so, um, I'm sure a lot of you guys have ever felt that or you're going to feel it cause it's scary. Right? Especially if you're here, you're fired up, you're excited about the next thing, the offer, you're going to create all this stuff. But as you get in the creation mode, start putting it out there, like there's always going to be that fear of like, I'm going to give it to the world and what if they reject it? Okay. And so that's just, that's going to be

happening. But I want to kind of step back in my journey and I want to talk about just all the stuff that I, that I tried. In fact, I printed this out before I showed up here. Who here in this room thinks they made the most funnels? And not like click create funnel and like demo funnel and then create, you know, like give it 8,000 year count. Okay, who here's built more than 10 funnels? Like built, launched, live, like were pushed out into the world,

traffic was sent to them. Who here's built more than 20 funnels or 30 funnels, 40, 50, 60, 70, more than 70. All right. Okay. Um, I was able to find 131, not just, not just just funnels that I played with a little bit, that we built pre-click funnels in Photoshop and front page that we built, created, launched, and went live. Here's the first couple links right here. These are the next ones here. These are the next ones here. Next one's here. Next one's here. Every one of these is a funnel that we created, built, launched. My designers do Photoshop, and I use FrontPage because I could use FrontPage.

In fact, I used FrontPage all the way until ClickFunnels launched for my nerds out there. You know, what about Dreamweaver? I couldn't figure out Dreamweaver. I used FrontPage, and that's all I ever did, and then ClickFunnels. These are them, 131 funnels that I could find. I think there's more. I'm going to try to eventually get them all and put them all in chronological order. But that's how many funnels I created over a decade and a half before I created ClickFunnels. Can I share this with you guys for a reason? Because so many of you guys are looking at me and saying, oh my gosh,

Russell created ClickFunnels. Now he's making hundreds of millions of dollars. It's so cool. It didn't happen overnight by any stretch of the imagination. Okay. It happened because I kept doing it and kept doing it. And I did after I did, after I did, after I did. Okay. Most of you guys don't have your big idea yet. You may think you do, but you don't. All these ideas, every single one of these things I thought was my big idea. Like I put my blood, sweat and tears into it. Like every single, every single one of these things I thought was my big idea. Like I put my blood, sweat, and tears into it. Like every single one of these things took months to build a crate, write the copy, do the design, get the thing. It was like a labor of love every single time. And most of them didn't even work.

Like how did that one not work? It's like the greatest idea I ever had. Like potato guns. Like seriously, it's going to be huge, right? All sorts of stuff. Someday I want to like, it'd be fun to do a whole presentation, show you guys like the iterations of like, oh, I had this idea. This is why.

And this one and this one. And it would take days though just to go through them all. But that's what I had to go, it'd be fun to do a whole presentation, show you guys like the iterations of like, oh, I had this idea. This is why, and this one and this one. And it would take days though, just to go through them all. Um, but that's, that's what I had to go through. Right. And, um, on this journey as I'm doing this, like, I don't really know where I'm going. All I know is I'm just going, I'm moving momentum forward. Right. I mean, it's like that sometimes, like, I don't really know where I'm going. I'm just moving forward right now, hoping that something good happens. Okay. That's good. I don't know what it is. Like there's something about motion and movement and forward progress.

It was you do that, God, the universe, whatever you want to call it, starts rewarding you for things. So as I was moving forward, I'm like, this is the greatest idea. When I started doing it, it's like, ah, it kind of sucks. But all of a sudden that door opened. I met that person.

I found this thing. And I started moving. Next thing. And I tried this. I tried this. I tried this. And all these things in this journey started as I was moving forward,

new ideas, new opportunities, new people came into my world that made it possible. Hey everybody, this is Russell again. And really quick, I wanted to invite you to join arguably the best thing that we've ever put out inside the ClickFunnels community. And it is a challenge we call the One Funnel Away Challenge. You know, everyone in their business, in their life, they're one funnel away from something. Some of you guys are one funnel away from quitting your job. Some of you guys are one funnel away from getting more impact. Some of you guys are a funnel away from growing your company to the next level. And so we created this challenge to help you to create and launch your first or

your next funnel. No matter where you are in your business, this challenge is going to help you, help you understand the strategy, help you understand the tactics, help you understand all the things you need to be successful with your funnel. So what I recommend you do right now is stop everything, pause this audio, go online, and go to OneFunnelAway.com. That's OneFunnelAway.com and join the next challenge. There's a challenge starting in the next few days, so go get started right now. OneFunnelAway.com.