Marketing Secrets with Russell Brunson - (MS) Part 1: The Inertia to Actually Get Into Momentum...

Episode Date: November 18, 2022

Behind the scenes glimpse of the nine month process it took us to get ClickFunnels 2.0 in orbit. 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, everybody? Good morning. This is Russell Brunson, and I want to officially welcome you back to the Marketing Secrets Podcast. I feel like this is like old school marketing in your car, though, because I'm literally in my car. I know we've been trying to do most of the episodes in studio and making videos and vlogs and stuff out of them, but I just miss hanging out when I have something I want to talk about. So here we go. I'm driving for the next 15 minutes, so we're going to go deep on some fun stuff. I hope you're okay with that. I want to talk about the change of the shift from momentum to actual domination.

You're listening to Marketing Secrets with your host, Russell Brunson. All right, everybody. So I'm having a good time hanging out with you guys in the car again while I'm driving. Don't worry, I'm being safe. There's no way I can get in trouble. Plus I'm driving a Tesla, so it's driving itself.

It doesn't even need me. I'm basically useless in the equation. I'm being safe. There's no way I can get in trouble. Plus, I'm driving a Tesla, so it's driving itself. It doesn't even need me. I'm basically useless in the equation. So nobody's sending in questions or comments where you're nervous. But do please, by the way, send in your questions or comments. If you go to marketingsecrets.com right now, there's this spot where you can actually go submit questions that will come to me and I'll be adding more sessions where I'm answering Q&As from you guys. So please go and drop a question in there and let me know and maybe we'll show up on

an episode, which would be kind of fun. So, um, okay. But I want to talk about this today. So my last few episodes, I talked about, uh, Funnel Hacking Live and what we did and you know, all the, all the chaos and the fun and the craziness that happened there. And, um, and as crazy as Funnel Hacking Live is, um, the next, like the next like month of my life was even crazier. And I want to talk about that and, and hopefully pull a couple of things you guys can, I don't get some ideas or learn something from. Um, this is my hope. So, um, it's interesting last year when we started in January, uh, it's when I officially taken over Dan Kennedy's company. I was writing the newsletter and, and I talked in January, I was like, and I'm not the kind of person that, you know, every year

picks a word, but I think a lot of people do. And for some reason I was like in that newsletter, I talked to the January issue. I'm like, I feel like this year is like the year momentum, like on the ClickFunnels side. Um, you know, we had spent, it's been over two years now. We started ClickFunnels 2.0. We decided to make this shift in this pivot. Um, and when we did it, uh, Todd and I and Dave, when we made the decision, like, Hey, we're not going to sell ClickFunnels. We're going to, um, instead build 2.0 and we're going to do all that goes into that, which means we needed to sacrifice a lot, which means we weren't going to take distributions and, and like all these things for a period of time. Um, we didn't know how long that period of time was going to be. We thought it was going to be a year. Turned out it was two.

Um, that's the story for the other day. Um, but like when we were, we were, you know, we decided to make that, that thing, we knew there was gonna be this time of like just this building where it's going to be, we're going to feel stuck. Right. And as entrepreneurs, we're momentum based creatures as Alex Sharfman would say. And, um, you were going to be building, but we were going to lack momentum in so many areas. And it was going to be hard and frustrating. And so in January of last year, I was like, okay, this is the year 2.0 is coming out. And the word for me this year is momentum. And it was crazy because then I heard Todd on a call with our team.

And he's like, my word for this year is momentum. And I was like, dude, I literally said the same thing in the newsletter article this month. And he hadn't seen it yet. And it was just kind of an interesting thing where we both felt the same thing. This is our year of momentum. And I think, honestly, if I'm completely honest, we thought ClickFunnels 2.0 was going to launch in January or February or March or April, May, June, July, August or September. And it took us all the way until September to launch it. And so it was still like more than half the year of just like trying to get something out the way until September to launch it. And so it was still like half, more than half the year of just like, oh, like trying to

get this thing out the door and trying to give birth. And you know, the birthing process is so much fun and so painful and so rewarding when it happens, you know? And finally at Funnel Hacking Live is when we had a chance to launch ClickFunnels 2.0 to the world. And then, but it was just to the people at Funnel Hacking Live, right? And it's crazy because like we had been using it and testing it. But one person testing a platform versus a thousand versus 10,000 versus 100,000 is different.

And so we did the best we could. And then it's like went to Funnel Hacking Live and we launched it. And then people started using it. And then we started seeing, okay, here's the hiccups here, there, there, you know. And we started scrambling. And then from there, it was making shifts and changes. And then we did the 2.0 launch and all these other things. And then it was out into the world, into momentum.

And it was like, oh, so good. But I wanted to share with you guys what that looked like. Because, I don't know, there's the season where you're trying to get something into momentum. And it is not easy. Giving birth to a new thing is not easy. And it's crazy because it was like two weeks before Funnel Hacking Live is when I made the decision to shift our entire coaching program as well.

Like there's a lot of things happening at once. You guys have heard me talk a little bit about the linchpin. I talked about it a lot at Funnel Hacking Live. But I knew that as a company, as what we're doing internally with all of our companies, what I wanted to do with our coaching, everything, it was going to sink to this new model of the linchpin. And so two weeks before Fun Hockey Live,

we decided to make that shift, which meant I had to go spend the two weeks before Fun Hockey Live preparing for Fun Hockey Live, plus recording and training all the content for this new coaching program. But we're inside Tucumcama, Quebec, so we're teaching the linchpin. We're showing the linchpin and stuff like that. And so I was trying to do all that stuff. And then

Funnel Hockey Live happened and we got home from Funnel Hockey Live and you know, a normal human being would take a week or two off and relax and celebrate the wins. But it was the beginning of us trying to get into momentum. Right. And so literally a week after Funnel Hockey Live, Sunday, we flew home and Monday I got back in the office and started preparing for an event that was happening next Monday at ClickFunnels HQ, which was the linchpin event. And so I spent that whole week preparing for the linchpin event, as well as Funnel Hacking Live replays, which would happen the same week, right? And then, you know, a week later after Funnel Hacking Live, we had a whole bunch of entrepreneurs

in our office, inner circle members. I did a two day full event teaching the linchpin where I was the only speaker for two days speaking and teaching this whole new model. Right. And it was amazing. And then the next day on Wednesday, we had a whole one day event. And luckily I didn't teach that one, but we helped kind of facilitate it was the understand on me event because we're trying to launch that company as well. And we needed to create the quick start, uh, as this taught inside of the linchpin. And so we did a whole one day event there. And then, you know, we had three or four days off the weekend. And then the next week is when we started the ClickFunnels 2.0 launch, which was the

Your First Funnel Challenge, right? And some of you guys saw that. We did a whole week of promotions and everything, getting people into the challenge and getting affiliates to ever promote it. We ended up getting, man, over 200,000 people who, um, who, uh who registered for the Your First Funnel Challenge. And after we had that, then we did the five-day challenge, which was every day going live and then having guest speakers and all the chaos that goes with that. And then the VIP room, so it was you being live every single day for five days.

And what no one knew is that as soon as the lives got done, then we had some of the most amazing funnel experts in the office that we were filming afterwards. We had Jeff Walker and Trey Llewellyn and all these amazing speakers who were also there that week. So we were filming this stuff that'll be coming out this month that week as well. So that was five full days, Monday, Tuesday, Wednesday, Thursday, Thursday, Friday of doing this challenge, um, to launch 2.0, to get it out in the world. And so it was like planning in the morning, creating one pagers and then jumping on stage, teaching for an hour and then having guest

speaker, guest speaker, then coming back in and then doing a VIP for an hour. And then it breaks and then, uh, quickly getting everybody on, you know, filming the next sessions. And then I had to head out to wrestling practice because wrestling practice for middle school starts. I was racing out to wrestling practice and I get home from wrestling practice and middle school starts. So I was racing out to wrestling practice. And I get home from wrestling practice, and sometimes they'd still be filming at the office. I'd run back to the office to go make sure the filming was happening well. And then from there, it's like I had to create the one-pagers and the training for the next day.

And it was just like, it was insane, those five days. And you think when the five days was over, it should be over. But it wasn't, because then on Saturday, we did a bonus day, which was literally like a mini Funnel Hacking Live all day on Saturday, which was tons of guest speakers. Plus in the middle of that, we had an affiliate mastermind where we had 50 affiliates who came to Boise and spent two days here in the office during the challenge week, during the launch week, like as a live studio audience. But then as soon as the event was over, then we were doing masterminds all night.

I'm like, I wish you guys could see behind the scenes. It was nuts, but it was all the things required to create enough momentum to get ClickFunnels 2.0 out into the world. Um, and, um, I don't have all the stats here in front of me, but after we got that launched into the world, um, it gave me the five day challenge with the six day bonus day. And then on Monday we had an affiliate day, which was amazing. Uh, we had, um, two of our top affiliates, uh, come in and teach as well. And then after all that stuff, then it was like, we had put this thing into the atmosphere, right? We'd got it into orbit. And you think about like a rocket, right? Like a rocket is sitting there. It has to get out of the atmosphere into orbit.

And there's so much that goes into it, right? Like all the boosters and the jets and the stuff to like push this thing into momentum. And after it gets out of the, you know, beyond gravity, it's out into the solar system and then it can float and it can hang out there and it can change and it can grow. But like my role is the, you know, as the entrepreneur in the business is to do the, like the insane amount of effort and pressure that a rocket does to get a spaceship into the, into the thing. Right. And, um, and it was, it was, it was crazy. Um, like I'm still tired from that. I'm not going to lie. And so we got that out into the ecosystem and out into the world. And now it's an orbit, which is so nice. And now it's like, my team is working on, you know, the programming and, and onboarding and, you know, the tech side and the support side in that, you know, the programming and onboarding and, you know, the tech side and the support side and the, you know, the module, like the training.

And like there's a million things happening now that don't really involve me. But getting into orbit was like very, very heavily dependent on like on that. And so I think that's for a lot of us is understanding like you as the entrepreneur. It's like you have to get things to orbit, which is like for a finite period of time to get things in momentum, you have to go deep, like really, really deep. Um, I wish that you could say, Oh, it's all about balance. And Oh, it's all about like, you know, and like, and yeah, after it's an orbit, you can bring people and systems and teams in and it can, it can be balanced. But that initial inertia needed to get into momentum. Um, at least for me, maybe I'm doing it all wrong,

but it is extreme amounts of, um, of work and effort and pressure to get something into the atmosphere. And so that's what it was for us. It was honestly a couple of weeks before funnel hiking live was funnel hiking live post funnel hiking live was all the linchpin stuff for the event. And then it was boom 2.0 launch and the launch was over. I had a couple of day break. And then we had inner circle meetings. We had two days with my category Kings, which was insane. And then two days with the whole inner circle group and then after mine, um, yeah, it was crazy. And then after that, hold on. Yeah, we did, I think it was eight or nine events. It was nine events we did in five weeks. So just to put in perspective how chaotic it was, right?

We did the Inner Circle events. And then the night the Inner Circle ended, Justin Benton set up a meeting with the Napoleon Hill Foundation. And so I got done with the Inner Circle and we jumped in a plane. Literally that same night, Inner Circle ended and flew to Wise, Virginia to go meet Don Green and the Napoleon Hill Foundation and see the archives and spend time with them and negotiate a big business deal we're trying to work on with them which was crazy and from there we flew back home just in time for Halloween right trick-or-treating my kids and then wrestling season was like full full swing and then that whole you know all the chaos happens there and then

last weekend finally finally finally my wife and I stuck away and we flew to California and spent like three days in a hotel by ourselves just like like literally sleeping in. I slept in three days in a row without an alarm clock. It was amazing. And then came back and now I'm back kind of in the heat of it, but it was crazy to get things in momentum. And, um, after that was all done, uh, I did a big call with my team and, um, and honestly, it's cause like, man, the, the, the effort again, the, the takes to get something into inertia. Like it's brutal. I mean, it's brutal on me, but it's not just me.

It's brutal on our events team, our support team, our development team, our like all the teams, right. Advertising team. Like there's so many teams that made this all happen. And like, and so we literally did a call to our entire team. And I just like, I just literally wanted to just say thank you to everyone. Like, I'm sure if I feel like this, I'm sure everyone else feels, everyone else feels beat up and tired and worn out. And like, um, and, uh, and I, I wanted to thank them all and let

them know, like, you know, we spent the last two years building this amazing thing in the last, you know, six weeks was us killing ourselves to get this thing into momentum. Like the momentum we talked about in January, like momentum, that's the word of the year. Um, to get into momentum, it was, it was excruciating effort to get this thing into outer space, into momentum. And I'm like, now we're in momentum. Now we have like the world at our fingertips. And I was like, now we're momentum. Like, you know, the, the problem is most people get into momentum and then they want to drift and they drift back to, to the state they started at. Right. And I was like, I don't want to drift back in the state. Like right now, like the world's like the, what's the saying? Like the world is

our oyster. Like it's just there for the taking. Like we need to go in and do it. And I said, you know, right now we have this unique opportunity. Like ClickFunnels 2.0 is the buzz. Like what we're doing, like there's noise in the marketplace. People are talking and like, and we can either like rest and slow down or it's like, we can transition out from momentum to actual domination. And I was like, that's my plan is, is the shift from momentum to domination. And I was like, and I'm gonna show you guys, this is, this is how I'm gonna do it. This is the plan.

This is what I'm gonna do and why I'm gonna do it. And, um, I kind of laid out the plan for the team. And so, um, anyway, so my, you know, my word for next year, if there's a word, it's domination. Like, um, now that we're in momentum now, it's like, well, I want to capitalize on it. Um, but I want to do it in a way that, that I can't do momentum, like the energy expenditure to get something into momentum. I can't keep doing longterm. I won't be able to handle it. And I can handle a lot. Um, but I don't think my team can handle it. I can't handle it. Like, so it's like now, how do we strategically use this momentum and leverage in a way where we can turn it into domination? And, um, that's the next

question, which I'm excited for. Um, so anyway, my plan and my thought is, um, yeah, I'm going to end this episode right now on a cliffhanger. Because this is all about momentum to domination. And I'm going to talk about some of my vision for actual domination in the next episode, which hopefully you guys will enjoy. So yeah, so there you go, you guys. I think the thing that I hope that you would get from this, if I have like, what are the intentions I want somebody to get from this is understanding that like

to put something amazing out in the world it's not just balanced life it's not you know what most people are trying to figure out it takes a period of extreme unbalance to get the rocket ship into orbit

it takes all that effort you look at I think the rocket ship into orbit, right? It takes like all that effort. You'll get, you look at, you know, I think the rock ships, this perfect example, like look at NASA, whoever in there, they've got the ship and they've got to get it into orbit. Like it's huge boosters and rockets and all these things just to get it out of the atmosphere into the spot where it can be in orbit. And that's your job. That's your role as the entrepreneur, right? You have team that can build systems that can, they can keep it in orbit and keep it getting it better and improving upon it. But for you to like have something that people can improve upon, like you got to get into orbit and it's understanding that like, you don't say,

I'm in momentum. Like, yeah, that's like momentum. It takes, it takes the initial inertia to get it into momentum. So the question is for you is like, where are you at in your process? Like, are you, are you, Do you have momentum yet? Do you not? If not, say, okay, you got to buckle down and say, okay, I'm going to spend six weeks and get this thing to momentum. How am I going to do it? I'm going to do it through a challenge.

I'm going to do it through this, a webinar. I'm going to do it through JVs. I'm going to do it through whatever your thing is. I'm going to do it through a live event. Figure out that thing and then go get it into momentum. Then after some momentum, make sure it's not just a one-off thing. We did all the work and it dies, right? That's the problem with the product launch models. We launch product and then it dies. Like, you know, you do all the work and now you're in momentum. Like now, how do we keep it in momentum? I keep it running, keep it running.

And that's the hope you get from this episode, right? Is the, the inertia takes something to get in the momentum. And then, and then now it's there. Now it's like, okay, step back, take your breath and then getting the systems, the teams in place to keep it's there. Now it's like, okay, step back, take your breath, and then getting the systems, the teams in place to keep it in momentum. And next episode, I'm gonna talk about the transition now from momentum to actual domination. How do you do it? And what's crazy is like, my big aha on how to do it

is something I learned in the middle of the five-day challenge. It was, excuse me, it was actually on day five during my hour-long interview with Damon John. He said one little thing. I think most people missed it. In fact, I missed it during the live interview. I interviewed him live, um, in studio and he said it and I didn't catch it. And then during day five when I was watching it,

he said it again. I was like, Oh, I missed it. That was it. That was the nugget. And so I'm gonna share with that because I'll show that with you guys next. Cause that's the, the transition from momentum to actual domination. And not only that, I learned it during day five of Damon, but then I saw it in actual practical application when I flew out to Wise, Virginia, to meet with the Napoleon Hill Foundation. So between those two experiences where I kind of figured out this is the path, this is the process, this is the way.

So I'll share that with you guys in the next episode. I hope you enjoyed this one. I miss hanging out with you guys in the car. So hopefully we'll rotate between probably some of these audio ones and video ones just to keep it fun. So I appreciate you guys. Thank you for listening. And we'll talk to you all again soon. Bye, everybody.