Marketing Secrets with Russell Brunson - Private Voxer Coaching Call (Listen In!!)

Episode Date: July 17, 2019

One of my friends is a new entrepreneur and asked a really good question, so Steve Larsen and I decided to tag team it for you!! On this episode Russell enlists the help of Stephen Larsen to talk to another friend of his about entrepreneurship and what he should be focusing on as he tries to figure out how to make and stick with a product. Here are some insightful things in today's episode: Why both Russell and Stephen believe Jaime is focusing on the wrong thing as he looks to start a business. How switching his focus from himself to his customers will help him find what he should be selling. And some final advice for finding fulfillment in entrepreneurship. So listen here as Russell and Stephen tell Jaime (and everyone else) how to best get started as an entrepreneur. Transcript - https://marketingsecrets.com/blog/224-private-voxer-coaching-call-listen-in Learn more about your ad choices. Visit megaphone.fm/adchoices

What's up Steven? I hope you are doing amazing. I had a question slash favor for you. So at church the other day, one of my friends, Jamie, who's a new entrepreneur, was asking some questions about entrepreneurship. I asked him to vox me his main questions. And he sent me, and they're really cool. He was asking basically some things about like, as an entrepreneur, how do you pick which idea, right? He's passionate about a lot of stuff. How do you pick the right idea? And then second off, how do you stick with one and see it through to the end? And anyway, I thought it was a really good question. I was going to respond back to him through Voxer, but I thought, you know, what would be more fun is if instead, what if me and you tag teamed it back and forth? And that way we can hear both different perspectives. And number two, I can take all the audios from our Voxer messages and I can upload them as Marketing Secrets Podcast. That way it doesn't just help him, It doesn't just help me or you, but it helps like the entire funnel hacker community as a whole.

So my question for you is, do you want to tag team this answer with me and turn something into a podcast? If the answer is yes, message back, let me know. Yes. And then you got to keep the marketing secrets theme song.

And then after that, I'll send you the message and we can start tag team in it and help Jamie out with this question. Hopefully help a bunch of other funnel hackers out as well. So let me know your thoughts and we'll go from there. Boom. Hey, sounds good, man. Sweet idea.

And looking forward to it. Heck yeah, man. Send over the question. So the big question is this. How are entrepreneurs like us who didn't cheat and take on venture capital, who are 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 answer. My name is Russell Brunson and welcome to Marketing Secrets. All right, everybody, this is going to be a once-in-a-lifetime opportunity to hear behind the scenes in live Voxer coaching where me and Steven are going to be tag-teaming Jamie. It's going to be a ton of fun, and I'm excited to take you guys behind the scenes. With that said, I'm going to forward you a lady listen first off to Jamie's messages to me, and then hear me and Steven go back and forth. I hope you enjoy it, and I will talk to you guys all soon.

Hey, man. I guess I'll just get right to the chase. I'm just looking for advice in the world of entrepreneurship. My first thing that I've been kind of wrestling with a lot lately is I have like a ton of passion and a ton of things that like intrigue me and that excite me. And the hardest thing that it's the hardest thing to do has been like sit down and pick one thing and like stick with it and like to focus completely and solely on that and yet I still don't know exactly what to do or what to pick or where to start I feel stuck and kind of like paralyzed by the things that do interest me and when I start on one path I feel like I get stuck and then I don't continue onward. That in itself is probably the biggest thing that I'm dealing with right now.

So I appreciate it. Look forward to hearing from you and we'll talk to you soon. Hey man, great to hear from you. Yes, I do have to know that feeling very, very well. Before I tell you the answer though, explain to me two or three of the businesses you've worked on in the past that's what i'm hearing yours how you explain settle um tell me a lot all right let me know hey man so the first thing that i i guess i've been working on for a while now is i have an

outdoor clothing brand called re-explore apparel and it's at re-explore apparel.com um i'm super into the outdoors super into like outdoor living and like cycling, running, hiking, camping, like all that stuff. And so I'm also like a big fan of like North Face and Patagonia and like REI and those kind of brands. And so I always just wanted to create a clothing brand that kind of, you know, cater to that lifestyle. And so I started that a little over a year and a half ago and we got a pretty you know we get we get our launch was actually pretty decent we got over 100 followers on instagram in like one day which i know isn't a ton but i didn't know how to like launch anything at the time so i have a buddy and i just started that and it kind of

just fell flat it's kind of hard to explain. So that's the first thing. So I don't do a clothing brand that I deal with a buddy of mine. And then I've had several different podcasts over the years. I have, you know, created and founded and been on. And I currently have one podcast that the one funnel away challenge inspired. And so I'm doing that one i feel really confident in it i feel really good about it and so i'm working on that but i've had others in the

past i've had you know three or four that kind of fell through as well and then the last thing was i actually had a buddy when i was living in virginia we were in college and we worked on a bunch of different business projects together we like had like a moving company we worked on a bunch of different business projects together. We like had like a moving company we worked on in Virginia that did fairly well for a little bit, but it didn't really take off. And then we worked on an internet cafe thing in Virginia in my like little college town, like near SVU. So just that kind of stuff. And like, I wasn't really like super passionate about like the moving thing

or like internet cafe. I just wanted to start something and do something and so that's why we kind of worked on that so that's kind of like three ideas or three business businesses that i've worked on in the past but i have like a million other business ideas i just don't know how to like get them off the ground and get them running uh i don't know so i guess that's kind of like the best way to put it and uh those are the three things I've worked on the most. So. Hey, so the first thing I would say about this whole thing is that you got to realize, uh, that the number of opportunities that you have on your plate has nothing to do with how successful you're going to be. And it sounds super simple to say that, but there was a time when I had,

I mean, I had like a dozen people on a waiting list for funnels and I was like, Oh, I'm so successful. Right. And that like, but nothing was getting done. Um, so the first thing I would tell Jamie on this is that like, you gotta get it, say no. And, uh, it's one of the hardest skills of any entrepreneur. It's super rough to do it. Um, so that's a skillset I feel like we'll just always get better, better, better. But truly, I actually think he might be starting at the wrong question. Instead of what do I sell? What do I sell? What do I sell? Which is kind of the question I just beat myself up with for probably four or five years. Instead of starting with the question of what do I sell? What do I sell? What do I sell? And being so product focused. That's like question number three or four. I feel like question number one, I feel like should be, who do I want to sell? And I think if he went back and started focusing instead on

what his dream customer looks like, it's really easy to be just solving their problems. And they tell you what products they want you to go build for them. And the game gets way easier. One of the thing I'd probably tell him too, is that like the products,

a product plan is never complete without your campaign on how you're going to launch it. And so if you're like, Hey, I got this idea. I got this idea. I got this idea. Ideas are great, but ideas are nothing. You know, they're just ideas. So I would tell them like, Hey, you've got to sit back and think through not just what your idea is. Now that you know what your dream customer is, now that you kind of have more of an idea of what products they want, because you're not the one that buys the product. So who cares what you think? Right. I think that no product plan is complete without a campaign that launches it. It's like I have an idea for a product that has to include the way you actually bring it to the market. So all these ideas, like you're just making products, not actual, you know, how you're actually going to bring it to the marketplace.

And that's just as an important step as the product itself. Yes, yes, yes, yes. If you notice my message back to him initially, my first question I asked him was like, tell me about your business and I'll tell you the answer. And I wanted to hear how he explained it. So Jamie, if you're listening, it's like, what's interesting is when you explained it,

you talked about yourself, you talked about your ideas, you talked about what you wanted to do and you want to create clothing and stuff like that. I was waiting to hear you say, I'm obsessed with people who like to go camping or I'm obsessed with, I love whatever. It's the customer part that he missed. He was talking about,

I think that's what most entrepreneurs when they first get started do is they're looking at, what's the opportunity what's the product what's the service what's the thing i'm going to sell as opposed to exactly you just nailed on the head is it's the opposite is the initial is like okay who am i going to serve like who gets me pumped and so um you know he talked about in there obviously camping and um outdoor clothing and stuff like that and so i think it's shifting it it from selling that type of merchandise to, okay, these are the type of people I want to serve, people that this is what they do and this is what they do for fun.

And that's the question. It's who, not what am I selling. It's who am I selling, right? That's the first thing. And then it's looking at, okay, now that we know who they are, then it's like what's going to be the easiest way for me to get access to those people? I remember when I was in London, I was speaking at an event out in London. And afterwards, the guy, you know, in the presentation, I'd showed five or six industries we had built funnels in,

hadn't made a bunch of money. And he asked me afterwards, he's like, how do you know, like, what market to pick? And I said, you know what, most people don't ever ask me that. They always ask me, you know, other things, but they don't ever ask me that. And I said, you know what's interesting is that we we the reason why every funnel I've had in the last eight I don't know last time I had a failed funnel it's been a little while right I've had something not as good as others obviously but last time I had a bomb was like seven eight years ago it's because that was about the point I realized I

said look I'm not gonna build a funnel until I know where the traffic is first right so I know that like let's just say I wanted let's say I love survival stuff okay the survival market that's what I want to be at right so where know that like let's just say i wanted let's say i love survival stuff i'd be okay the survival market that's what i want to be at right so where do i get survival traffic and that that'd be the question like where are those who's that where can i find them at like where i gotta find those people right and so i'd be looking okay what email let's kind of what facebook ad what are the groups what are the forms where and like i'm trying to find like how easy is it gonna be for me to get access to those people like we built the nurse cell supplement um i didn't i didn't know anything about nurse cell other than i knew that people who were going

to buy it um were diabetics who had neuropathy and so my first thing was like can i find neuropathy email list can i find neuropathy forms can i find neuropathy groups and target them on facebook like what does that all look like and so i before i ever even dreamt about how to make the supplement or even name the supplement i was like trying to figure out where are those people and as soon as i would say they're right here here here here i was able to circle them on a map say there they are now i'm gonna go okay i'm gonna go create a product and go get access to those people right so the first question is just is who are they and where they at like finding that out first right and then just like going into those worlds and becoming obsessed like what else is already being sold to them so if we're

nervous i went to everyone these email, like all the conservative Republican newsletter lists, all of the health newsletters, like all the ones that my dream clients were on already. I started subscribing and looking at what were the offers being sent out to them, right? jayden um you initially said something i'm gonna forget right now but you talked about um having uh having like a um you know clothing line and stuff like that and stuff because you know i think a lot of us have dreamed of having a clothing line and you know it's funny looking at click funnels we have you know 90 something thousand customers we've tried to launch our swags for like 10 times i still can't make it profitable um maybe that's my one my most recently failed funnel was the swag stuff we tried so many times it's like it's hard because swag it's like you have created

ahead of time that's like what size is you got small medium large and like do i do more large or small like the upfront cost any kind of physical product is really really high right and so for me like when i'm going to market like i'm not going to typically do that as like the first pass my first pass is like what's going to be something that's that's easy i can cut my teeth on so i'll be looking at like okay let's say it's the let's say it's the outdoor recreational space okay like what what physical products i'm being affiliate for at first going to find out what my people are going to buy so i joined four or five affiliate programs of potentially what i might want to sell in the future maybe it's clothing line maybe it's tents maybe it's a camper maybe it's rvs maybe it's a camper, maybe it's RVs, maybe it's whatever.

My dream people are going to buy it and become an affiliate for those things before I risk any money buying inventory and product because that's just an upfront cost that you don't want to eat ahead of time. Let's figure it out and say, okay, now how can I build a list of customers that I can then go and send over there? For me, there's a reason

why I'm so obsessed with info products because info product funnels are the best and easiest and cheapest way to get leads and customers in the door, right? So I might do, like, a summit of, like, okay, I'm going to find top 10 coolest, or I'm going to do an online summit with 10 cool camping gurus. I don't even know if they have camping gurus. They probably do, right? Like, one's going to be someone who's great at Dutch oven cooking, and one's going to be someone who's awesome at, like, RVing, like one's going to be um someone who's great at dutch oven cooking and one's gonna be someone who's awesome at like rving and one's gonna be someone's awesome whatever and i try to find people that already have a following right like who on youtube's got the

biggest like rv channel who's on who which podcast has got the biggest like we talk about camping all day following and like i would try to get those people to host those shows because in a dream world they promote it but worst case scenario i want to get their face on the thing so I can promote to their people now do something like that initially and then watch that now it's like now you're interviewing these people you look up to anyway which is gonna give you energy and energy is the key that keeps you moving through a project right you get a project low energy that's what makes us fall out right you start having success you lose energy and that's that's why I move on the next project because the energy is

not there anymore so now you're interviewing people in that market that are the best in the world and light you up you're having fun doing it anyway and you're building a list of subscribers and getting you know they promote it or whatever and see i'm going to pass it back to you in a second about the campaign related something like that but you something like that it gets a big following and then from there you say okay i'm going to sell this clothing line over here and you promote your new customer list your clothing line let's say you do that and like nobody buys clothing like huh my people don't like clothing i'm not going to sell this clothing line over here. And you promote to your new customer list your clothing line. Let's say you do that and nobody buys clothing. You're like, huh, my people don't like clothing.

I'm not going to invest in clothing line. And then you're like, well, let's promote this RV thing over here. So you promote the RV timeshare or whatever, Airbnb RVs, which that's actually a thing where my friends built that company and sold it for a crap ton of money. Anyway, I digress. So that could be another one, right? Then you go out there and push that out there.

And boom, you sign up like 12 people.'m like oh my gosh this is the thing and then maybe it's you know another one needs for 500 promotions as an affiliate this is where you're finding like what is your audience actually want right a lot people think it's they've got they've got a website therefore must be super profitable it's not always the case it's like let's test things in a fillet find out what my body's is buying on and then we find out okay oh they're buying this kind of thing. Now I can go deep and say, okay, I'm going to go and build an RV club, or I'm going to go and build a clothing line.

I'm going to go sell Dutch ovens because, holy crap, everyone wants to buy a Dutch oven, right? And that's where you figure out the product you're going to go. So that's kind of some of my initial brain thoughts. I'm going to pass it back to you, Stephen, because my question for you, especially if someone doesn't have a list right now, and let's say they do want to go this route of like, let's interview cool people in the market we want to dream about going, how would you create the campaign to get like that taken off the ground

and to blow it up? Yeah, I'll say that that's one of the biggest misconceptions that I find frequently inside the One Funnel Away Challenge or anywhere, any new entrepreneur. They always think like, hey, I need to go create something that's completely brand new, something that's completely prolific, something that no one's ever seen before. And it's just not true.

Like 80% of the security in entrepreneurship comes from selling something that they're already asking for and already buying something similar to. So you're not going in being like a me too thing, but it's neat to see like, Oh man, I can go in and I can still be a creative. I can still have the fun innovations, but based off of what they're already purchasing. And then it gets way more secure. As far as campaigns that I like the most, launching something with no list. You and I've each done that several times. I think one of the biggest things that I like from this side of it is if I can go in and identify who's already publishing like this is one of the biggest hacks to the game in my opinion like let's say

let's say jamie's gonna go in and let's say he's gonna sell you know t-shirts or whatever um and it's gonna be around camping i would go in and do exactly what you just said i would go there's two criterias that i would look for that would help me launch when I don't have a list. And the first would be number one, who's big, right? Who's already selling, who has a giant list of customers, who's already actively purchasing from them. And I'll just make a big list from them, similar to what you just said. The second thing though, is I actually look to see who in there is actually publishing somehow, whether it's an actual book that they wrote, they're actively publishing on a podcast or something like that. What I want to do is I want to find somebody who, like I said, number one is big, but also has trained their

audience to consume their content. And what's nice about that is you get all these pre-groomed potential buyers that you didn't search out. You just go you just go find the, so it's really easy. You just go on iTunes or on YouTube or these other places and start looking like, who's big in camping, you know? And you start seeing, whoa, look how many followers that person has and that person, that person. Those are the kinds of people that I go and I try to grab. And I know I say it a lot, but honestly, what I would do is I would start publishing.

I would do the summit, like you just said. I would do a seed launch. I would do, and for those, you know, someone's listening, they don't know what those things are. Like what's neat is that it does exactly what I'm saying. You just go in and just leverage the followings of other people that they spent tons of time and money to create, you know, takes a lot of momentum to launch something. So what I would go do is go grab the followings of people who are already primed for the pump.

You get all the cards stacked in your favor. One of my absolute favorite methods of launching a product when I have no list is, I've done it twice now and it's worked well. And what I did, Russell, is I took your perfect webinar script and then I wrote a webinar, but there's five parts of the webinar that you talk about. So then that became five episodes of a podcast or a blog or, you know, YouTube or whatever channel someone chooses to do. But I, I said something a little while ago, and it might rush some feathers up a little here a little bit. But it's true. We're no longer just in the information age. We're in the attention age, where the loudest is likely to get paid, and not the person who's just the best. And that's made some people mad as I said that, but it's so true how many amazing products are

out there that are sitting on shelves and will never be bought. So you got to be able to create some noise and that's part of the product. It's not separate from it. So anyways, when I'm creating a launch, when I don't have a list, that is one of my absolute favorite ways to go do it and say like, Hey, let's go see all the people who are used to listening to someone publish and who's already following someone who's already big. And then I'll just feature that guy on my show and a huge portion of their audience will come follow me. And I'll start literally my episodes out being kind of like a dripped out sideways webinar

that actually is your perfect webinar script. So that's exactly how I like to do it. Hey man, that's awesome. Okay, the last thing I'm gonna add for Jamie and then if you have any final thoughts you can add here as well. The last thing I wanna recommend cause he's asking about moving from thing to thing. I'm going to add for Jamie. And then if you have any final thoughts, you can add here as well. The last thing I want to recommend,

because he's asking about, you know, moving from thing to thing. And what I found with entrepreneurship, not entrepreneurship, but anything, it's like the energy is what keeps you going, right? And so what normally happens with the business is we get into something and we get excited. As we start it, we do all this stuff. And then if we don't start getting some wins

really quickly, then our energy starts rolling and it gets worse and worse. Eventually, a month later, two months later, six months later, depending on how long your attention span really, it's funny because I think most entrepreneurs get into business because they want to make money for themselves, right? That's the first thing to start looking towards, how to make money for myself. But really quickly, especially after it starts working, you find out almost instantly that like that does almost nothing. Like I remember the first time I made a thousand then ten thousand hundred thousand million i kept like oh like this will be the thing and then like it happened like oh that was not as

cool as i thought and it wasn't until i shifted from um that mentality of like how do i make money to um like let me find people i can serve and then um the difference in like making your first million dollars or making having somebody else have success with whatever it is you're doing it's like night and day like someone someone launches their first funnel makes a thousand bucks that does more for my energy and my excitement than you know me making an extra million dollars like it's insane and you know i'm saying that in my space i would say if you look at kaylin poland in the weight loss space it's like when she has the women's success story of like i lost 30 pounds in the last, you know,

two months because I followed Caden's thing. Like, that's what gives you the energy to keep going. And so it's like the quicker you get that, the better. And so the best way to do that is, again, to start focusing, like we're talking about on the customers, like who am I serving and getting obsessed with them going and, you know, joining all the people's email lists that are publishing, listening to the podcast, listening to the interviewers, listening to just all the different stuff because you can start hearing the pain points over and over and over again. And you start listening to the podcast, listening to the interviewers, listening to just all the different stuff because you can start hearing the pain points over and over

and over again and you start listening to that and you're like, I can solve it. I can solve that one. And you start getting into there. And then when you solve someone's problem, they come back to you. That's the fire. That's it. Because I tell you what, there is no financial reason for me to keep coming into ClickFunnels every single day. Literally everything I own is

completely paid off. Money keeps coming in. It's just like, I don't know what to do with this. Like it's, it's, it gets ridiculous at a point, but like every time I get hit up on Facebook or tagged on a thing and it's like, it's like, oh my gosh, like I finally clicked for him and trying this funnel thing for a year. It finally rustles to something in the challenge or in the book or whatever that clicked for me. And now I get it.

I did this thing and boom, here's my result. Like that's what, that's what gets us to keep publishing and moving and waking up in the morning and coming in here and dedicating time and energy and effort is the stories. And so the faster you can get to that, the better because it's lonely. Entrepreneurship is a lonely, lonely, lonely path. You know, and I know, Jamie, you've got great support from your wife. You know, most people don't even have that. But even with that, like it's a lonely job, especially with the ups and the downs.

And so the quickest way is to start building your own tribe, your own community where you're serving them, and their wins are what fuels you. And I'm not kidding. If you're selling physical products, e-commerce, clothing, whatever it is, it doesn't matter. It's building the tribe, and the tribe will give you the energy to move forward because as soon as you shift it from it being about you to being about them,

then you'll never leave it. I'll never leave entrepreneurs. If I sold ClickFunnels tomorrow for a billion dollars, I'd still be doing events the next day because that's the juice. That's what gets me moving and going. What's up, everybody? This is Russell Brunson. I've got something really cool for you today from my friend Taylor Wells.

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And I promise you, it'll change the working dynamics amongst everybody and help your company to grow. There's my final thoughts, Jamie, man. I appreciate you voxing over the questions. Steven, any final thoughts before we make this thing into a podcast? Yeah, you know, I think it was actually you that said to me, hey, the definition of an entrepreneur is somebody who takes on a problem that they don't need to take on. And in fact, I remember I was actually talking with you too about this a few months ago.

I was like, man, I'm making more than I've ever seen in my entire life. And I'm like all excited. I'm like, oh, this is so cool, so cool, so cool. And then like a week later, not that long, like seriously, like seven days later, I was like kind of getting depressed. And I remember thinking like this is really backwards. It's really weird. And I was like, I must need to throw a bigger party this time. And then you go and you start trying to do these things that you're, you assume having

more cash means and find out really quickly that it gets really unfulfilling very quickly. So I think for me, the game entrepreneurship is really, there's two major things that comes down to feeling a sense of fulfillment. The Tony Robbins, you know, says there's the science of achievement and the art of fulfillment. For me, the art Robbins, you know, says, uh, there's the science of achievement and the art of fulfillment for me, the art of fulfillment and entrepreneurship has really come in two ways. Um, and one might sound selfish, but, um, you know, I, you know, Jamie's listened to this and like, you're probably seeing this in yourself all like just a row of, of what you might consider failures.

When you step back and start thinking to yourself, how have I grown? How have I developed? How have I changed? You know, you start realizing that the level of opportunity that your personal capacity can now match is way higher than what it was on your failure. Number one, you know, talking with what is sitting with Russell when I first started with him you know um like man when I was sitting the you of right now you're totally different than you were like three years ago when I first sat down next to you you know what I mean and you even said several times like there's no way the me of three years ago could handle the click funnels of today and what you've built now

and so there's a coin I keep on my desk. And when it comes down to like the personal fulfillment side, it's like, I almost welcome the crap now that comes with this stuff. The obstacle is the way, right? And every single time anything happens, you start to realize really quickly, holy crap, like yesterday's failure actually qualified me for tomorrow's opportunities

and success. And so from like a selfish standpoint, it might seem selfish, but like the fulfillment of entrepreneurship has come to me by looking forward to kind of some of the garbage. Not that I'm looking to make it happen. It'll happen on its own. But I'm like, man, let's go watch the next thing. I can't wait to grow again.

And so selfishly, I'm like, the fulfillment has come from the growth, not the money. Second thing, though, that has really helped me in the fulfillment side of this energy start to see exactly, you know, I mean, Russell, you're saying, you know, it's all about serving the people. When you start thinking like, what should I go sell next? What should I go sell next? What should I go sell next? And you start taking the focus from those you serve back to how can I just make more money, you'll find very quickly that it's just not, I don't know, they, it actually won't serve them as much. You probably won't sell as much. You get a little more antsy wondering why people are so stuck up. They won't buy your thing. It's really interesting

the way it happens. So if you just focus on their, your, your cause is their problem and entrepreneurship is taking on their problem, which you don't need to take. And, um, in my mind, this is like, it's almost, I've almost treated this as kind of a sacred path. You know, I believe the adjustments and changes in the world is going to come from this sector, not government, not, you know, it's going to be from those who care, who really don't need to. So, uh, welcome to the entrepreneurship brotherhood, sisterhood, the hood, I should say. Anyway, I really enjoy doing this back and forth. Hopefully it's helpful.

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