Marketing Secrets with Russell Brunson - Road Trip Rant: It’s Time To Get Real About HOW To Have Success...

Episode Date: August 15, 2017

If you're not as successful yet as you'd like to be... I know why. This episode I went off on a 96 minute rant that'll get you back on track. On today's special road trip edition of the podcast Russell talks about some exciting events coming up, some personal development rules he follows, and why it's okay for people to outgrow Clickfunnels. Here are some of the cool things to look forward to in this episode: The viral video by the Harmon Brothers and the kind of party that is planned for it. Why Russell thinks studying, learning and geeking out on the marketing of your product is the key to success. Why it's okay to be greedy in the initial stages of your business. How building and growing a business is similar to making, being pregnant with, and birthing a baby. What the 3 steps toward personal development that Russell follows are. Why you need to be willing to take risks. What some Clickfunnels clients are doing that they shouldn't and why Russell is a little pissed off about it. And much, much more. So listen here to hear this extra long, extra informative and extra exciting episode of Marketing Secrets. Transcript - https://marketingsecrets.com/blog/road-trip-rant-it-s-time-to-get-real-about-how-to-have-success Learn more about your ad choices. Visit megaphone.fm/adchoices

Fall is almost gone, but have you sipped enough Starbucks Fall Faves? Enough of the Pumpkin Spice Latte, the cinnamony pumpkin-flavored legend, or the new Iced Apple Crisp Non-Dairy Chai, so silky, so smooth. How about the new Pecan Crunch-Out Latte? Nutty, buttery deliciousness and crunchy pecan flavor. Trick question, of course. It's the last call for fall, so don't miss out on your fall faves. Next stop, Starbucks. What's up, everybody? This is Russell Brunson, and welcome to

a special edition, a road trip version, edition, whatever you want to call it, of the Marketing Secrets Podcast. I feel like we're going old school for our longtime friends and followers. It's like a market in your car. But we've got a long drive ahead, and I want to welcome you guys to the podcast. 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 answers. My name is Russell Brunson and welcome to Marketing Secrets. All right, all right, everybody. So I just started a super long road trip heading to burley idaho uh it is my wife's grandma's 100th birthday and so uh we're heading down to the big birthday party isn't it crazy 100 years old uh which is really fun um and uh my wife and kids actually left a day and a half ago i had to get some. So now I'm heading down for the big party. And it basically means I have like a two-hour road trip.

And I head out of the door. I was all excited. And I'm totally unprepared. I forgot my camera to record a podcast. I forgot my little earbuds. I forgot my sunglasses. Oh, well. What can you do?

I forgot my battery charger for my phone. Oh, well. I'm so excited. So I'm heading down. And I got some time to talk to you guys. So I want to share some cool things. First off, one thing we're working on is, as you probably heard, we're about to launch our viral video with the Harmon Brothers. They're the guys who did Squatty Potty and Poopery and all the other awesome things.

And what's funny, everyone's asking me, like, oh, I want to hire them, too. Their stuff's awesome. Like, how much does it cost? And I think people think the quote's going to be like $10,000 or asking me, oh, I want to hire them too, their stuff's awesome, how much does it cost? And I think people think the quote's going to be like 10 or 15 grand or something, but it's actually half a million dollars to hire them to do a three-minute video for you. It's not cheap.

So we paid a lot of money to get this video created and then I was like, man, most people, they do a video and then they launch it and it kind of just, you hope it goes well. Sometimes really does but i'm like if we're gonna launch that one as much like behind it as as humanly possible so i was like we need to do a launch party and so um that was kind of the first thought and then i was like well how do we do a launch party i'm like i've never done one before but it's gotta be just kind of like a regular party and i was like well maybe we should get like some cool speakers get some cool influencers and affiliates out here.

So I'm like, well, who would be fun to have? And I was like, oh, Gary Vaynerchuk would be cool. He's not speaking Fun Hockey Live, but he'd be really cool fit for this event. So we called him up. He said yes. We had paid him about $100,000. He had to come to Boise to speak. And then we're like, well, we're in Boise.

Is it cool enough to actually host an event like this? There's not a lot of cool hotels. So the Boise State Football Stadium, there's a big, like the Skybox there. It's kind of cool, it holds like 300 or 400 people. So we're like, cool, we'll do this. We ran the Skybox. And then we're like, who are we going to invite? Like, should we invite, like, we make this really, really cool.

I think it was, I think Alex Sharfman told me this. It might not have been him. I think it was. Basically the entrepreneurs that they like to, uh, to create events out of everything. Um, to make it memorable for them and for everybody else. So I was like, we need to make a big event. And so, and so anyway, it just keeps getting bigger and bigger. So then we're like, well, we invite our, we invite our affiliates.

That'd be kind of fun. And we will invite a bunch of them, but like, who else can we invite that can share this video? And so we're like, well, we can invite people

that aren't necessarily like our affiliates, like just other influencers, or if they share the video, it would dramatically boost it. we're like, well, okay,

let's do that. So we set up this event, I was going to speak, Harbor Brothers was going to speak, Gary's going to speak, and then we started reaching out to influencers that are like, we don't really care about

people speaking, like, we want to party, and we're like, well, it's going to be kind of to influencers that are like, we don't really care about people speaking. Like, we want to party. I'm like, well, it's going to be kind of a fun party. Like, we're all fun people and I know we need a real party. So like, how do we throw a real party? So we started just kind of brainstorming and what came out of the brainstorm was what if we rented out the actual football stadium and then we played, and then we, like, tried to play bubble soccer. I'm like, that'd be kind of fun.

We're like, well, what if instead of just playing bubble soccer, what if we, like, tried to play the biggest game of bubble soccer ever? And, like, what if we had the Guinness Book of World Records come in? Anyway, so that was kind of the initial crazy thought, and then Dave was like, okay, I'm going to figure out how to make this work. So Dave spent the next two weeks on the phone getting the Guinness Book of World Records,

and then getting Boise State to let us come in, and all the licensing fees, and, like, it's been this insane project. So we spent the next two weeks on the phone getting Guinness Book of World Records and then getting Boise State to let us come and then all the licensing fees and like it's been this insane project. So we got all that done and then we're like we don't have any influencers who have come. We're in this thing like a lot of money. We have no influencers actually coming. So then I was like okay I gotta go old school and do what I practice what I preach. So the last two days I I've sat in this car. I recorded almost 200 videos, personalized videos for all these different influencers, which is a lot of work. We made 200 pages for 200 different affiliates or influencers. And now on Monday, we're in the process of contacting all of them, inviting this huge party.

Anyway, it's been crazy. And none of them may come. Hopefully, they will. But it's going to be, regardless, it's going to be a fun party. We're going to but it's going to be regardless it's going to be a fun party we're going to set a guestbook world record we're going to launch a viral video and that's one of the many things

that we're doing we also have 12 events in the next 43 days happening in Boise one of them just got done so it's actually around 11 Monday we have a design-a-thon where we've got 30 designers

coming out we're busting out a whole bunch of new templates for the new marketplace that's launching during the new onboarding. Everything's going live in ClickFunnels when the viral video hits and about a billion other things. It's crazy. The next 45 days will probably be the most stressful, crazy days of my life.

But if we can pull it off, it's going to be nuts. I keep saying that. I did the same thing with the book launch. I think there's something about me. I think something's wrong. The wiring in my head where like, I always think that like after this, then life will get normal again,

but then I just keep stacking things on. I think part of it's just like momentum. It's hard to get momentum for a lot of people, but when you have momentum, like you don't want to slow down. You just want to keep riding the wave, right? And so like, I feel like I'm like 14 minutes into my 15 minutes of fame and I'm enjoying the ride and you don't want to slow down. You just want to keep riding the wave, right? And so, like, I feel like I'm, like, 14 minutes into my 15 minutes of fame, and I'm enjoying the ride, and I don't want to slow down.

So I'm like, we just keep rolling stuff out. We're launching a new book, the Funnel Hacker Cookbook, this month. This is crazy. Anyway, yeah, if you guys could see what's actually happening behind the scenes, I don't think you would actually believe it. Funnel Hacker TV, we started filming that because we wanted to show people, but it's still just a glimpse. Like, it doesn't encompass everything what's actually happening behind the scenes, I don't think you would actually believe it. Funnel Hacker TV, we started filming that because we wanted to show people. But that's still just a glimpse. Like, it doesn't encompass everything that's actually happening.

It's nuts. But, yeah. All right. So, for you guys, I wanted to share. Because I've been thinking a lot about this. Last night as I was working super late. And I was like, why am I here? It's been two nights in a row I've been here until like 2.30 in the morning.

And I'm loving it. Like, outside, like, why am I here? It's been two nights in a row I've been here until like 2.30 in the morning, and I'm loving it. Outside of hanging out with my kids, there's nothing else I would rather do than that, and I'm like, how do I get people to where they're this passionate about what they do and their business and they're selling it, and I did a podcast a little while ago talking about the number one trait I found

between entrepreneurs who are successful and those who aren't. And the biggest trait is that the ones who are super successful, they're the ones who are extremely passionate, not just about their product, but about the marketing of their product. They start geeking out on the marketing. That's the key. Those who, those who obsess with the marketing are the ones who have the most success, which

is why like for me, it's been a big deal. Like I wrote the dot com secrets book and the expert secrets the ones who have the most success, which is why, like, for me, it's been a big deal, like, that's where I wrote the Dotcom Secrets book and the Expert Secrets book and all the stuff I do is because I feel like my goal is to get you guys, I want to make marketing and sales fun. Like, if this is something that you guys, if I can make this, like, the entertainment to, like, study and learn and geek out on the marketing, then I feel like that's been my mission on this earth. Because when I was learning this stuff,

like it was exciting for me, but like honestly, it was kind of boring. Like the people teaching and talking about marketing, they were boring. And I had to wade through a lot of boring crap. And now I'm like trying to make it exciting. And I'm trying to bring my raw passion to you guys. I hope I'm doing my job.

I'm doing my best. Because if you get pumped up and fired up about the marketing of your thing, then that's how you get the ability to make money, to free yourself, and give you the ability to not just make the money, but now to impact more people and serve more people. And that's the goal. And so I'm thinking like outside of me, just every day,

try to get you guys pumped and excited and fired up about how much fun the marketing of your thing can be. I was like, I was thinking about this last night, like, how do I, how do I just take that part of my brain out and shove it into your brain? So you're fired up. And I started thinking about it and I was like, I think that the key for someone to be truly passionate about the marketing and the selling of their thing, they first have to be truly passionate about their thing. Because you think about that, like I talked about this a little bit in the expert secrets book, like initially like you don't wake up when, Oh, I think I did, but most people don't. Um, and maybe that was my gift or whatever, but, but most people wake up when, oh, I think I did, but most people don't. And maybe that was my gift or whatever.

But most people wake up excited like, I'm going to learn how to do marketing. Like it's not the thing that pumps people up. But there's something else that happens, right? Like there's something that you got excited about in your life. It could be a book you read. It could be audio. It could be video. It could be just a weird thing.

Like I don't know. Whatever it is that your thing is, right? You have each and every one of us, we have our thing, right? Your thing is something. So your thing that got you pumped up, whatever that was, I want you to think about that because that's the key that unlocks everything. Because at first you get excited about that thing because it's exciting to you, right? And you go through this time of growth.

And so you start studying and you learn and you geek out and you start growing and growing and growing and growing. And at first, it's honestly kind of a selfish thing. And there's nothing wrong with that. What's the dude from Wall Street say? Greed is good. Initially it is, I think, not long term. Short term, greed is good, right? Like greed is what gets you to like unbalance your life in, in a way initially, not longterm, but initially you have to unbalance

your life to focus on a thing that have greatness come, right? Like when I met my beautiful wife and I wanted to fall in love with her for me to successful in that, I had to be greedy. I had to shift all my time and all the other stuff I was doing and other people and other things. I had to unbalance my life to focus everything on that relationship so that we could fall in love and get married. Same thing happened with business. Same thing happened with wrestling. When I started wrestling, I had to be greedy about that thing.

I had to get so unbalanced in every other thing in my life and just focus on that thing because that's what it takes to be great at anything, right? That raw passion. So first, the greed of like that thing, of you desiring that thing is what initially starts, right? Some of you guys was weight loss. Some of you guys was biohacking. Some of you was finance.

Some of you guys was history. I mean, it doesn't biohacking. Some of you guys was finance. Some of you guys was history. It doesn't matter. Whatever it is that you geek out about. The greed of the excitement that you feel initially for that thing is what makes it so you can completely unbalance your life and absorb and go into that thing. That's the first key. Uh, because to be an expert, to be able to share your message, like all those things we talk about and to actually care about the marketing of your thing, you've got to be ridiculously passionate about the thing first. Otherwise you're not going to wade into this territory and you're going to go through all the pain of being an entrepreneur and getting that thing out into the world.

Because, because I know that a lot of us paint this beautiful picture of entrepreneurship and it is eventually, but initially it's not. Initially it sucks. Initially you have to go through so much. It's like giving birth, right? Like my wife has given birth to five kids four times. One time it was twins, right? So like giving birth is not pleasurable.

Like the initial, like the thought of it, it creates the baby. Like that's pleasurable. Like the initial, like the thought of it, it creates the baby. Like that's pleasurable. Just like your business. The thought of it is like, Oh, this is exciting. Like the road, you're romantic about the thought of this thing you want to create. Sorry, my Jeep is super loud when I go to overdrive. Um, anyway, like, like that's pleasurable. Like we all enjoy that. Like, like I enjoyed what it took to get my wife pregnant. Like, that's awesome. I enjoyed what it took to create the seed of click funnels in the business. Right. Like that part's fun. And then there's after the romantic side happens, then it's like for, for pregnancy, there's nine months of like pain, right. For the woman, like my wife, I watched her go through this four times. She gained weight. She felt horrible. She felt sick. She was throwing

up like business in the same way. Like after you go through the four times. She gained weight. She felt horrible. She felt sick. She was throwing up. Business is the same way. After you go through the romantic part, now it's painful. You have to work hard. You can't sleep. And you have to deprive yourself of friends and family and life and all the pleasures in life. To birth this thing that you have. And most people give up during the, during the birthing process.

Cause it sucks with a baby. You got no, you know, option. Like the baby's coming, whether you want it to or not. But the, the birthing of a business,

of being an entrepreneur, like it's so painful. Most people don't make it through it. They always say to like, whatever, one out of like a hundred businesses succeed. But the reality is like one out of a million businesses never even get to fruition because the idea is planted, but the birthing of the thing never happens because it's so painful.

And so like, if you're not obsessively, insanely passionate about your thing, I gotta, I gotta break it to you. It's going to be hard to birth it because those hard times come and it sucks. So I think that not only do you have to be compassionate about the market, cause I gotta, I'm trying to make that part fun. So the birthing process is actually fun, right? Like maybe I'm like the equivalent of like the hypno birthing class. Um, I got, we, my wife and I did hypno birthing for the last kids, which was actually really cool. So we did classes and they tried to make it really, really fun. And so maybe I'm like the hypnobirthing coach, right? Trying to make this process of birth fun for you, even though you know it's still going to suck.

But maybe you can have a good time along the way, right? Which you should. It is really fun. But I was like, if you're going to go through that birth process, you have to be so excited about the baby. I think that's the key. My wife have to be so excited about the baby. That's, I think that's the key, right? Like my wife and I were so excited for the twins.

We're so excited for the other kids. And that's why she was willing to endure that, that pain because we're so passionate, excited about, about the kids. And so for you, it starts with, I think that before you can be an entrepreneur,

before you can burn this thing, you have to be insanely passionate about your thing. And there are people who tell you otherwise, like, oh no, it's math, it's blah, blah, blah. I don't know. I think you can make money without passion, but you can't leave a legacy. You can't do what's really important without it. So my next phase of this, and we've got a long road trip, you guys. I hope you don't mind.

But the next phase of this is how do got a long road trip. You guys hope you don't mind. Uh, but the next phase of this is then like, okay, well, how do you become passionate about this thing? Right? Like Russell, I see you, you're jumping around screaming, excited all like every single day, but I wake up in the morning and I'm tired. I wake up in the morning and like, I don't, I don't always feel that passion. Um, and I get that. I don't want to, I want to share some stuff.

This is maybe like, this is personal development. According to Russell, like I don't want to, I want to share some stuff. This is maybe like, this is personal development. According to Russell, like I don't teach personal development. I probably never will. Um, but I have my thoughts on it. I have my feelings. And so, um, I do a lot of it myself. So I'm going to give you, um, during our fun road trip together, just some of my thoughts and, and the personal development stuff that I had to go through and we have to go through and hopefully some of these things will help. Okay. All right.

So number one, the first thing is all of you guys, you got to quit being so, okay, that's the official term for it. All right. Um, my daughter, she puts on this little monster mask. It's so cute. And then she'll go, like,. Like, that's what most people, or if you guys, most of you guys are doing. Like, if I ask you, like, what are you working on?

You're like, bleh. Like, you've got to be excited. If you've been listening to the podcast, man, like, probably 300 episodes ago, I did one talking about being awesome. People always ask you, how you doing? And everyone goes, I'm all right. I'm doing okay.

Okay, first off, if you're doing okay, it means your life sucks, okay? You need to stop it. I'm doing okay. Okay, my kids, I told them, I'm like, when somebody asks you how you're doing, you never say, I'm doing okay. I'm doing good. Like, good is the enemy to great, okay? So if you're doing good, that's not a good thing, okay?

If you're going to change the world, you can't be doing, I'm doing good. It's all right, okay? No desist. Everybody will ask you how you're doing, and you'll always say, doing good. Okay, first going to change the world, you can't be doing, I'm doing good. It's all right. Okay. No desist. Everybody will ask you how you're doing and you'll always say, doing good. Okay. First thing to change. You are no longer doing good. You are doing awesome all the time.

My kids, if you ask me, how are you doing? Awesome. You ask me, how are you doing? Awesome. Like you need to reprogram your brain from doing like, I'm doing all right to being awesome. Okay. Like when people ask you that now on, this is rule number one. You have to say you're doing awesome. Okay. It may seem like a dumb thing, but you will see how, when people ask you that, from now on, this is rule number one. You have to say you're doing awesome.

Okay? It may seem like a dumb thing, but you will see how it changes people around you. Because how are you doing? You're, like, doing awesome. They're, like, really? Huh. Nobody ever says that. Okay?

If you're saying you're doing good, like, ugh, bleh. You just did that. Bleh. Okay? You pulled an Ellie on, a monster Ellie on you. Ellie's my daughter that does that. Bleh. Okay?

So, no more blehs. You're doing awesome. Okay. And if you don't feel awesome, guess what the first step to feeling awesome is? Saying that you're feeling awesome. Okay. Okay. That's number one. Number two, state control. What's up everybody. This is Russell Brunson. I've got something really cool for you today from my friend, Taylor Wells. And Taylor spoke at our last funnel hacking live because I wanted him to share a really cool concept about what he calls the revolving pricing method. And today he decided to sponsor the podcast to give you guys more access to this super cool strategy that you are going to love. It's something we've been implementing into our high-end coaching program as well, and it is amazing. But to kind of give you some context about this offer he's making for you guys,

as you may or may not know, a few years ago, JPMorgan Chase did a study, and guess what they found? They found that the average small business only has about 28 days of operating expenses in reserve. That's right, less than a month of cash on hands. Now, if you're like me, the idea of your business being one bad month away from disaster is enough to make your stomach drop. Am I right? Especially with how the economy has been lately, it's not the time to be gambling with your finances. So Taylor put together this book called The Revolving Pricing Method and it's awesome. It helps you turn every client you close into a long-term profit machine. We're not talking about one-time paydays. We're talking about creating sustainable and real predictable income for the long haul. Now,

here's where it gets even better. Taylor put together an awesome exclusive deal just for you guys, my marketing secrets listeners. And if you go over to wealthyconsultants.com slash secrets, you can grab the revolving price method book and over $150 worth of bonuses and get this all. It's at 70% off. And I promise you guys as a customer of this, you are going to love it. So if you're serious about growing your business with real stability, this is the model you need to add into your funnels. So go over to wealthyconsultant.com slash secrets, grab your 70% off deal, and let's

start turning your clients into long-term revenue. Again, that's wealthyconsultant.com slash secrets. Do not miss out. 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 is what this assessment will teach you how to do. Now, normally this assessment, you can go to workinggenius.com and there's two G's 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 G's, workinggenius, two G's in the middle, workinggenius.com, and then use promo code secrets, S-E-C-R-E-T-S at checkout, get 25% off. But then go take the test. Again, it takes you 10 minutes. But even in a 10-minute session, you will get something that is so insanely valuable to help you understand yourself, to make sure you're working in a spot that's going to give you the most joy, number one. But then number two, it's going to make sure that you are, with your teams, getting them in the right seats as well.

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, it'll change the working dynamics amongst everybody and help your company to grow. All right, if you ever go to Tony Robbins event, which you should, if you don't, you're insane.

I'm not allowed to say yet, but he may or may not be hanging out with us here at our next Funnel Hacking Live event. But regardless, you should go to at least UPW. You get to walk on fire and hopefully have a chance to go date with Destiny as well. If you really want to have a shift in your life, Tony is the person that will take you and shift you.

That's why I don't teach personal development because Tony is the best in the world and I couldn't do better, even remotely close, so I'm not even going to try. If I felt like i could i probably would go and try to start that market but tony's the best so i'm not going to so i leave it to tony and also brendan bruchard brendan's a man um i anyway tony and brendan those dudes will shift

your self-person development wise so go and study them but tony especially uh because walking on fire is insanely cool but one of the main things you learn to date with destiny is a thing called state control. So state is the thing that you are in as you are doing something, right? Sometimes you're in a happy state, in a bleh state, right? And most of us, we live our lives in a bleh state, right? And you have to learn how to change your state like this, okay? The coolest thing I learned from Tony was that I actually control the state that I'm in. And I don't think most people understand that you control the state you're in. You can change it. You can be depressed, but you can be happy and you can change

it that fast. Um, and when I learned that and I became aware of it, it was insanely cool. I would, I would have a long, horrible day at the office. I'd be beat up, tired, worn out. I'd come home, and as most people do, I could walk through the door and be like, bleh, be a bleh dad. But I was like, no, I don't want to be a bleh dad. So I walk in, tired, beat up, angry sometimes, frustrated, like all the crappy goats are sometimes during the day.

I get to the door, and I say, I can either walk in and be a bleh dad, or I can change my state. So I'm like, what am I going to do? I'm going to freaking change my state. And so I do what Tony Robbins talks about. There's three things. It goes to the triad. I make these three shifts in my, in my, in my life, my physiology, my focus, my meaning.

I shift those things and boom, that fast. I walk in and guess what? I'm not a dad. I'm a freaking awesome dad. And I have fun with my kids and I play with my kids and they're going to remember that. Okay. When I walk in the office, some days I haven't slept more than an hour. I walk into the office and guess what I feel like? I feel like I want to die sometimes. I'm so tired. And I walk in, I can be like, right? But I guess what happens if I walk in and I walk into that

state and I'm like, guess what happens to all the people around me? They will match my state because I'm the leader. And if I walk in, I'm blah, they will all become blah, right? And this is the official term, by the way, now is blah. So if I walk in and I'm blah, they're all going to be blah. If I walk in and I'm at a freaking 10, they are all going to rise to my level, to my state, okay? State control is huge. You can't control your own state.

But the other cool thing is that you can control the state of the people that are around you. People always come to our office and they're like, is it always like this? And the answer is yes. Why is it like this? It's because I'm freaking setting the pace when I walk into the day. I walk in knowing that the pace that I set is what's going to, everyone's going to match me at that pace. If I come in blah, they're going to be blah. Okay. I work with other companies and partners and friends and people. And, and what's interesting is like, we will work with employees of a business owner and whatever the state of the business owner is. And you know that by seeing their videos and their, all their stuff, the entire company

matches that state. It's insane. And so if I want to dominate the world, I got to learn to change my state. So understanding state control, it is huge. And it's so much more simple than you think. Okay. Tony Robbins talked about, um, the, uh, well, yeah, I'll go to UPW. So anyway, um, there's, there's three things.

He calls it the triad, right? So there's three things that are involved in state control. Um, and I'll kind of go through these. I'm probably gonna slaughter him. So go study Tony. Worst case, go, go, uh, go to YouTube and type in Tony Robbins state control or something. I'm sure you can get some videos and teach it as well. But the triads.

The first thing, there's three things you've got to change, right? The first thing is your physiology. It's your body. This amazing gift that God has given us functions and drives everything, right? If you've noticed depressed people, they look depressed. Right? Sad people, what do they do? They look sad.

Their body matches and mirrors how they feel okay so a lot of times you think like i'm sad that's my body's like this when my shoulders are drooping this one okay sometimes the re like because your body's drooping that's why you're sad like just changing your physiology changing your state changing like how you you hold your body will actually change how you feel. It's insane. He talked about that there was a group of people who were clinically depressed. Not just, oh, I'm depressed, I'm sad. Clinically depressed.

They were in a clinic. They were in rehab because they had such bad depression. They took this group of like 50 clinically depressed people and they took them off all their depression medication, which all medication really does is change your state. Changes your physiology, honestly. We clogged by it in a minute. But it takes them off of, it takes them off all their meds and makes them stand in front of a mirror for 30 minutes a day with your shoulders back smiling. Even if it's like a fake smile where you're angry, like, but makes them smile for 30 minutes, right?

And guess what happened? Just by changing their physiology and forcing themselves to smile for 30 days, every one of the people who had clinical depression were healed. They were miraculously saved from their depression, okay? Now, there are times when, and I have friends and family members that deal with depression,

so I'm not shortchanging that, but I promise you that by shifting your physiology, you can shift everything. Like it's huge. Like I've seen, I've seen people who are depressed who shift their state, shift their body and they, and they get under, like it's, it's crazy. Okay. Um, so if I want to be in a happy mood, if I want to be in a good state for my kids, my wife, my whatever, if I'm going to a meeting, if I'm going to whatever, like the state,

how I hold my body has a ton to do. I would say 50% of how I enter a room has to do with the outcome of what's going to happen. And that's not scientifically proven. That's just what I'm guesstimating based on how I, what happened. So that's a big thing. So figure that out. How do you control your body? Okay. Look at what depressed people look like. And if you, if you hold your body in a way that depressed people hold the body, you're going to be depressed. If you hold your body with sad people, hold it.

You're going to be sad. You hold it in a way to happy people. You're gonna be happy. Okay. Look at me right now. Do I look happy? Ah! Like, the reason why I'm doing this, if you watch my live feed, like, why is Russell so excited? Because when I'm in an excited mood, I feel better. I get more done. I get people around me. They raise to my level of vibration and they get excited as well. Okay?

There's this weird thing, and this is scriptural for those who are the church girl going folk. And those who aren't, it doesn't even matter. Okay? Light cleaveth the light, light cleaveth the light and darkness cleaveth the darkness. Right. Um, one of my coaches, Tara Williams talks about this all the time. Vibes, vibrations, like people like, ah, he's got a good vibe. She's got a good vibe. You sense the vibration. Right. And if you think about this with like tuning forks, let's say you have a tuning fork here and you, and you want to like, if you get two tuning forks next to each

other, they will eventually like match their vibrations. There's a high-pitched one, low-pitched one. They will meet in the middle because vibrations, they match, right? Light cleave at the light, dark to dark. And the same thing happens with you. Like if you come in and you're a tuning four, if your vibration's high, either people are going to suck you down to the level that you'll be depressed. Or you're going to come in and freaking just blow their mind with a level of like energy and vibration and everybody will rise to you. You have to understand that. They're going to suck you down and you're going to rise up.

That's huge. That's one part of state control is understanding that your body has so much to do with it. Now that you understand that, how else can you control your body? This is why us nerdy entrepreneur biohacking people talk about the importance of our body. Okay. This is why us nerdy entrepreneur biohacking people, um, talk about like the importance of our body, right? Um, Alex Sharf in it, the pirates co mastermind, he said, he said, for any of you entrepreneurs who aren't treating your body like, uh, like a professional athlete, you're insane. So as you're doing things that professional athletes aren't, you're trying to accomplish things that they, that they can't even fathom. And if you're not taking care of

your body, like you're insane. Right. And, uh, it's true. And if you're not taking care of your body, like, you're insane, right? And it's true, like, what you put into your body affects your physiology. Okay, when I eat crap, guess how I feel? Crap, okay? Why do people always ask me why I take so many supplements? Because different supplements I take affect my physiology. Now, I have rules with my supplements.

Most of you all know I'm a Mormon, therefore I don't do a lot of things. I don't do alcohol, tobacco, coffee, tea, any other, like, crazy stufformon therefore i don't do a lot of things i don't do alcohol tobacco coffee tea any other like crazy stuff and so um i don't do a lot of things but there's some there's some supplements i do take because they affect my physiology okay i do take some caffeine because caffeine affects your physiology you take it it increases your energy like you your physiology changes so it helps me to get into a state faster. There's other supplements I take. I could go days on supplements, but there are things I take because they affect my physiology. There's things I don't eat because they affect my physiology. Look at how I eat.

I usually don't eat breakfast. The reason why is because breakfast typically makes me feel sluggish and tired. My physiology goes down. I usually eat one huge meal a day. When I'm in the office, Melanie makes me this huge salad. It's got high fats. It's got tons of vegetables. I eat it and there's almost no carbs outside the carbs inside of vegetables because carbs make me feel sluggish and tired.

I don't want to feel tired. So I just eat the vegetables, meats, and fats because that keeps my energy, keeps my physiology good. Okay. When, um, uh, when I'm at home, um, if I'm going to eat like junk, typically I eat it like at the end of the night, I'm about to go to bed because at that point, I don't care about my physiology. I'm gonna fall asleep. Right. But if I don't, I don't eat at dinner, like I usually won't eat all the other nice stuff. Um, I'll go and I'll pick the veggies, the meat off, whatever my wife makes, I eat that. Cause I know that if I eat the rice, I eat the carbs by that, guess what happens? My physiology drains and then I'm going to be a worse dad for my kids.

Like I know how it works. And so if I want to stay in a peak state for my kids, I have to stay in a, I got to keep my physiology going. So I'm very careful what I eat. Okay. Now sometimes I'm not as good as like a lot of my biohacking buddies. Like sometimes I just screw up.

And then like if my physiology, this is probably a bad thing. This is the negative of personal development. But if I eat something, I feel like crap. I'm like, well, I feel like crap. I'm gonna feel like crap no matter what. Might as well make my taste buds feel good. So then I go all out and I like,

if I have a bad day, I have a really bad day. Because I'm like physiology jacked anyways. Have some fun. So, there you go. Alright, so number one. Number two side of the pillar of Tony's triad is shifting what you focus on. Have you noticed that like depressed people focus on depressing things? Have you noticed that happy people focus on happy things?

But Russell, there's so much sad things happening in the world. I know there is, but guess what I don't focus on? The sad things that are happening in the world. Guess what I don't watch? The freaking news. Guess what? Do you want to know why? Because the news focuses on depressing things. I don't want to be depressed. I don't listen to depressing things. I try to focus on people and things that get me pumped up. I listen to podcasts, people that inspire me, that get me excited. I read things that get me excited. I focus on stuff that gets me excited, okay? In the business, crappy stuff happens every single day. And I tell you what, when you go from a million dollar company to a 10 to a 100, the level

of crappy crap that comes up every day exponentially increases. Someone told me the other day that every three months, an entrepreneur is focused with a decision that's either going to make or break them. That's true when you're running a million dollar a year business. When you're running a hundred million dollar a year business, that happens a lot more often. I would say probably every three hours. I'm not kidding. There's a lot of crap that hits me in the face every single day.

And if I focus on the negative, I would be in a state of depression right now. I have to look at it and I'm like, oh, that sucks. All right, this is the answer and I turn my back and I run from it. I do not focus on it for more. All right. This is the answer. And I turned my back and I run from it. I do not focus on it for more than five seconds. Otherwise I will lose my state. Okay. What are you focusing on? Okay. A lot of you guys get overwhelmed, get stressed. Okay. I do not think I get overwhelmed. I have 12 events happening in the next 47 days. We're doing the biggest launch in the history of the freaking internet. We're redoing the complete onboarding process. I just wrote a new book in the last

30 days. It's not a tiny book. It's a freaking cookbook. It's probably a 500 page cookbook. We're doing a design-a-thon tomorrow. If you knew how much stress I had on my plate, I don't know. I'm pretty sure most people would crack under the pressure.

I'm shocked that I haven't yet, but the reason why is because I keep moving on. Dan Gable, the greatest wrestler in the history of wrestling. Well, maybe not the greatest anymore, but he is the legend, right? He is, he is the Michael Jordan of wrestling. Um, Dan Gable, someone asked him one time cause he, he, um, he, uh, he went through all of college, never losing a match. It was very last match he lost. He got so pissed off. He went and all of college never losing a match. It was the very last match he lost. He got so pissed off he went and tried to train for the Olympics. And he actually became Olympic champion. And not a single person scored on him.

But what's crazy is while he was training for the Olympics, it's so crazy. So the Russians actually said, they came out public and said, we are going to train an athlete with the only goal is to beat Dan Gable for the Americans. And Dan was like, no, I am the greatest wrestler who's ever lived. Nobody's going to beat me, right? So what did Dan do? He would work seven hours a day, work out seven hours a day preparing for the Olympics.

Then he'd go to bed at night. And as he went to bed at night, he laid there in bed saying, the dude in Russia who is trying to beat me is awake and he's training right now. And that pisses me off and freaks me out. And so what did Dan Gable do? He woke up at midnight and he'd go running because he knew that his opponent was competing, was training, and it stressed him out knowing that his opponent was awake while he was sleeping and he did not like that. So he got up and he kept working out. Okay. Now, was that obsessive? Heck yes. Did he crack under the pressure? No. He went

to the Olympics and won. Not a single person scored a point on him. Okay, that's Dan Gable, all right? Now, someone asked Dan Gable, I heard this in an interview one time, and said, Dan, don't. Oh, and then afterwards, Dan went on to become the head wrestling coach. Iowa Hawkeyes won, like, more NCAA championships in a row than I think anybody in any sport, I believe. Anyway, insane. And someone asked Dan Gable, said, don't you believe in pressure? And dad's like, yeah, I believe in pressure.

It's everywhere. He said, the difference is that most people like sit underneath the pressure and they sit on it. He's like, I believe in it. I just don't put myself underneath it. I step aside and I focus on what I need to get done. And most of us is that same way. Like, I don't know about you guys, sometimes I have so much stress and so much pressure,

I'm about to crack, and then half that's just in our heads. It's like, I'll sit down with a pad of paper, especially sometimes at night when I can't sleep. I'll sit on a pad of paper, and I'll write down, what am I stressing on? I write all those things down. When you write it down, it's like,

oh, that's actually not as bad as I thought. And then you fall asleep, then you get yourself out of the pressure. So sometimes we're focusing on all the pressure and the stress and all that stuff, and that's why we don't succeed. Don't do that. Write it all down, and then prioritize it, and then be get yourself out of the pressure. So sometimes we're focusing on all the pressure and the stress and all that stuff, and that's why we don't succeed. Don't do that. Write it all down and then prioritize it.

I can't control, I can't control. I'm going to move forward, out of the pressure, go. And sometimes I don't get crap done. I'm sure that all the stuff I have to get done between now and our viral video launch, most of it is not going to get done. A lot of it will. Most of it will. But sometimes you can't affect it.

So you do whatever you can, and then as you get closer and closer to deadlines, all of the non-essentials start falling away and then you just get the essentials and that's how the game is played. All right. Is this fun? We're going for 32 minutes, you guys. Hope you're having fun. All right. I don't know where I left off. Okay. So physiology. Shift your physiology. Number two, what you're focusing fun. All right, I don't know where I left off. Okay, so physiology. Shift your physiology. Number two, what you're focusing on. And then number three, like, what's the meaning? I think number three's meaning.

If not, I've been teaching this wrong or thinking about it wrong. Number three's the meaning we're attaching to things. Like, a lot of times something bad happens to us, and we attach these weird meanings to it. And we, it's really cool. Like, we have this unique ability as humans to attach meanings to it. It's really cool. We have this unique ability as humans to attach meanings to things. Usually what happens is subconsciously, we don't know we're doing something.

Someone punches us in the face and subconsciously our body attacks a meaning to that. Somebody attached to me like, this person's mad at me. We attach the meaning like, I need to fight this. Sorry, let me step back.

Someone punches us, right? Our meaning maker attaches this meaning to saying, that person's mad at us. We must fight them back. And so I'm like, oh, so I go and I try to fight someone. Okay? Or someone punches us and maybe the meaning is like, oh, this person's going to kill me. That's the meaning we attach. So then we like, we run away.

Okay? Or there's all sorts of things. Like, every single day something's happening and we're attaching these meanings to it. And then the meanings direct like where we're going with, with our thoughts and the actions and everything else. Right. But as soon as you're aware of this, you can actually change the meanings that are coming to you. Right. So, um, I actually don't know if this is actually part of the triad. It may not be. I can't remember now. Go YouTube Tony Robbins.

Regardless, I want to talk about meaning because meaning is a big thing. When you're aware of this, it's kind of cool because now it gives you the ability to shift meanings, right? So like when somebody, we've had some morons, and they are morons, this week that have been attacking ClickFunnels. And at first, I'm like, I getting so mad, I want to kill them. I'm going to fly to their house and beat them because that's the wrestler in me. Then I'm like, because my body instantly attaches a meaning to what they're doing. Then what's cool is Tony taught me this technique where you stop and you're like, okay, what if that's not the meaning they're attaching?

What if it's actually this meaning and you shift the meaning that maybe they're attaching? If you shift the meaning associated with the experience, it'll change your perspective, which changes everything. And so we've got to become good at consciously picking the meaning we're attaching to things. If someone screws us over, we can attach a meaning saying, that person's a horrible person, they're trying to screw me over. But if you attach that meaning, be careful. Because as soon as you attach that meaning to something, guess what happens?

Now the situation you enter, the state you enter is going to be based on that meaning and it can get really bloody and get really bad and things can turn really bad. It was just going to increase all these other pressure and noise and all the other bad stuff, right? But if you come in and say, look, that person's a total douchebag. I don't know if I can say that on TV. I apologize if I can't. Anyway, that person's a horrible douchebag. I don't know if I can say that on TV. I apologize if I can't. Anyway, that person's a horrible person, but man, maybe they're having a bad day today. Maybe they're struggling.

Maybe financially they're, you know, whatever. And you attach a different meaning to the situation. Then you come in and you're like, man, like that person totally screwed me over, but you know, this is probably what, this is probably why he did it, why she did it. And you attach that meaning, it gives you a different set of tools to deal with the situation.

And so what happens now in my life, something happens and it instantly, a meaning is attached by my brain. And what I found is that most of the times, the instant meaning that's attached is going to lead me in a really negative path. It's weird how it works. And so too often I run down that negative meaning. And I'm saying meaning, not meaning. Meaning. And bad things happen. So I try to consciously stop,

and then I try to take the exact opposite. I remember Tony at Date with Destiny, he does this thing, he says, find an experience in your life that pissed you off. So I remember, for me, it was something with my wife and my wife was at the event. They had to sit separate. So she was sitting like four rows ahead of me and there was experience. And they said,

write down the experience. I wrote it down and said, write out, write down all of the meanings that you attach to that experience. I was like, my wife, you know, is mad at me.

She's, she's, uh, she doesn't love me. She doesn't, I wrote down all these different meanings that I had attached to that situation. Okay. And then choice of the kid, write a big all these different meanings that I had attached to that situation. Okay? And then Tony said, okay, write a big line down the side of the paper.

He says, next to each of the meanings you attach to that situation, I want you to write the exact opposite of that thing. So I was like, okay, my wife, my wife, you know, my wife is mean to me or whatever, right? And the other side, like, she actually loves me. And then, like, my wife is super selfish. It's like, no, she actually is so, is so giving that she struggled. Right. So I wrote the exact opposite of each of the meanings I had attached to the situation. And what was crazy is, um, after, after handwriting out probably three or four of the things, um, I started crying and I started crying because I realized

because I love my wife and I know her and I realized that the true meaning of what she, what happened in that situation was actually the exact opposite of the meaning that I had attached to it. And I instantly realized that I was in the wrong and she wasn't. And I broke down crying because I was like, oh my gosh. Like, where else in my life is this happening? Where I'm attaching these meanings subconsciously to a thing and I'm actually wrong.

And I realized that that day that I have to be, I have to take control of my meaning maker, the meaning I'm attaching to every single situation. Something happens now and instantly I get the negative meaning because it just happens. That's how our brains are wired for some stupid reason. I stop and I'm like,

what's the opposite of that? What's something that if I can attach a different meaning would make me look at this person through a different angle, a different lens, a different light? I shift the meaning and it shifts everything. It shifts how I feel about the person. It shifts how I approach them. It shifts my response.

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be careful along our tracks, and only make left turns where it's safe to do so. Be alert, be aware, and stay safe. Now, I wish I could say I am perfect with this. I am not. If you've ever been on the back end of a backlash from me, first off, I apologize. Because I can be a prick sometimes. I didn't realize this until the other day.

We have a, I feel bad about this, we have a contractor who's killing himself for us, right? And I imagine it's got to be a pain in the butt to be working with me sometimes, because I'm vocal, I'm on TV, I'm on Instagram, and I'm ranting and raving and talking about everything, and without thinking, I just kind of shared, you know, publicly my thoughts. And, and part of it's cause like I'm a media personality, right? I, if I just, if I came in like all the time, nobody would listen. Right.

So I'm usually on the extremes. I'm extremely happy or extremely upset. And so, because that's, what's interesting. And so, um, I feel bad cause I published stuff that was negative towards that person. And the other day, it just kind of brought to my attention, like, wow, Russell, this person's really working his butt off for you, and you're saying these things. And I had this moment again where I kind of broke down

and was like, oh, I'm a bad person sometimes. And the meaning that I was attaching to all these situations was like, they're lazy, they don't care, they're not working hard, like whatever, right? I'm attaching all these meanings. And I had this fun little moment where I had this exercise where I was like, okay, what's, if I switch the meaning, like what's probably actually happening? And I was like, oh man, I'm a jerk.

And I realized it again. And so I reached out to a person, I apologized. And I don't know if it'll make it better or not, but I was wrong. And so I've had other situations this week where, again, there's this person who's, like honestly, and it's always the people you help the most. It's someone who I helped a lot to have a lot of success. And I've been over backwards for them. And now they're publicly attacking me and us.

And it's just, uh, and it's funny cause like the meeting, even right now, like the meeting that I want to attach to, it keeps like, like wants to come in there and I'm like, no, stop. Like get out of my brain because I know, I know the reason why this person's being a douchebag. I'm going to use that word. I apologize. It's because I know the meat, I know the true meaning and it's not the not the one that makes me feel better about myself,

which sucks because that one makes me feel so much better about myself, but it's the truth. And so I've tried to attach that meaning to it, even though every time I think about a situation, my blood's boiling just thinking about it again. But I've got to go back to the meaning that I attached on purpose. So the more you guys are aware of this, the more you can affect it. That's a big part. So, yeah you guys are aware of this, the more you can affect it.

That's a big part. So yeah, there's number two, first of all, man. So where have we gone so far? First of all, we talked about not being bleh. We talked about shifting your state in the circumstance. We talked about shifting the meaning you're attaching to things. All right, so there's a couple things. All right?

And yes, we've been going for 40 minutes, but I still got another hour and a half drive. So we're gonna keep on talking. It's like on Wedding Singer, but I still got another hour and a half drive. So we're going to keep on talking. It's like on Wedding Singer, which is one of my favorite movies of all time. Do you remember when he's all depressed after his girlfriend gets married on him? And he's hosting the wedding party. And he's telling all these jokes. And the one guy's like, hey, Wedding Singer, you're the worst Wedding Singer I've ever heard.

And he looks at him and he's like, well, I have the microphone, so you will listen to every word I have to say. It was my favorite lines ever. So that's what I feel right now. I have the microphone, so you will listen to every word I have to say. Anyway, I guess you can turn me off. So hopefully you won't. Hopefully you can hear me. This car is so loud and we're driving. I hope that this is coming through because I think there's some good stuff in here for people. I hope. Um, all right, next thing. So you've talked about, we've talked about being not bad. We've talked about getting in stick, talked about meaning. Like these are pieces that help you function better as a human being. Um, I always tell people like how much of an impact Tony Robbins had on me is because he made me aware of these things. And there's so

many more. I wish I wish we could go, you know, we could go to UPW, go walk on fire and then you get ticket for like 500 to a thousand bucks. Like if you are broke and have theW, go walk on fire, and then you could take it for like $500 to $1,000. Like, if you are broke and don't have the money, go get a credit card and finance it. If you're broke, you're going to become more broke. Who freaking cares? At this point, what's the worst thing that's going to happen? You're going to go bankrupt? Like, dude, you're broke.

It doesn't matter, right? I always pose to my people, like, I don't have any money. I can't invest. Like, dude, then we have nothing to lose. Go take out a loan. Go take out five loans. Like, do whatever you like. Who cares? The worst case scenario is you lose it all. If you have nothing, then you have nothing.

I taught the, the, uh, the Cub Scouts, the 12 year olds. I did an entrepreneurship merit badge. And one of the guys asked, he's like, how old do you think these kids should start? I was like, they should start now. I'm like, I got a dozen friends who are teenagers who are making insane amounts of money. And, uh, the guy, it was funny. The guy who asked, they said, yeah, he's like, he's like, just so you got all your kids. No, you have nothing. If you lose it all, you didn't lose anything. So who cares? Anyway, it always makes me laugh. People are like, well, you can risk a lot because you have money to risk. I'm like, dude, it's way easier to risk when you're broke. Worst case scenario, you lose everything when everything is like a rent on

an apartment. Like that's not that big of a deal. You guys, okay. When you've got 150 employees whose lives depend on you, I promise you it is a lot scarier to risk that point. Nevertheless, I digress. Where's that going? Um, I don't even remember. Uh, hopefully there was something in their value. Oh yeah. Um, okay. So, um, so what I want to talk about here is you've got to risk. You're creating this new thing. You're giving birth. You're going at this thing, right? Oh, sorry. I remember what I was talking about.

I was talking about investing in UPW and talking about being broke. Yeah, go to UPW. Go to Date With Destiny. Invest in these events because it'll transform you. It'll help you to become super aware of yourself and other people. That's what Tony gave me that was so important to me. Most of us live life on autopilot. And then we're just going through the day, bumping into things.

And things are happening. And you're just not aware of how we work. And when you're aware of how you work, it's like, man, now I can affect things. I can change things. I can tweak things. I can change my approach. I can change other people's approach. And for me, it's been huge to, now I can affect things. I can change things. I can tweak things. I can change my approach. I can change other people's approach and for me, it's been huge.

I understand me and people better. So yeah, go to those things. It's worth it. Yeah, so there you go. I have a friend down in Australia. His name's Mal Emery. I don't know why it's popped in my head but he says, if you're broke,

he said, I don't have a problem with you if you're broke but I do have a problem if you stay broke. Like there's too many opportunities in today's world. If you stay broke, it's because you're not trying. Like you're just literally not trying. So yeah. Anyway, I don't know why I said that, but it popped in my head.

Therefore it must've been important. All right. So next time we'll talk about, okay. So if you want to be successful in life, the next piece outside of like not being blah and figuring out state control and attaching meanings to the right things, the next thing is you have to stop dabbling. Stop freaking dabbling. Okay, school has screwed up all of us. School has taught us how to dabble. Okay, you started for college.

You take 20 credits. Okay, 20 cool things that you want to learn about. And then what they do is they spoon feed. They force you to dabble over in a semester so they give you like oh here's a little bit of information in math and then you spend 15 minutes and you go to the next class here's a little bit of science, here's a little bit of history

and so you dabble in a whole bunch of little crap and you kind of try to retain all this stuff and then you go back the next day and you dabble a whole bunch and you dabble and you dabble and you dabble for like 15 years of our life okay let there be no mistake you will never be hyper successful And you dabble and you dabble and you dabble and you dabble for like 15 years of our life. Okay? Let there be no mistake.

There is no, you will never be hyper successful if you are dabbling. Okay? Dabbling is the opposite of what you need to do if you want to be successful. If you want to be successful in something, you have to go deep. You have to immerse. You have to be, you have to be obsessed with that thing. Okay? I guarantee you, the people that I'm competing against right now in our business, the reason why we are kicking the crap out of all of them is because they are dabblers.

Okay. I promise you there's not one of my competitors who spent as much time in the last 48 hours in the last week, in the last five weeks, studying marketing and business and growth and personal development as much as I have okay and for most of them already way past them so why in the world like why are they not I don't know but like they're dabbling and that's why I'm able to pass past them okay when you start immersing and you go deep a couple really cool things happen first off you will start seeing connections you cannot see when you dabble okay I sucked in

school because I could never see the connections. Okay? I spent an hour in history, then an hour in math, then an hour in debate, then an hour in logic. I'm trying to figure out how to make the connections. To go deep in something, you can't do it. Okay? The reason why I've written two books is not like,

yes, I like writing books. Yes, I like sharing it. When I write a book, I have to go in such deep immersion that I start seeing these connections that you don't, you can't see when you dabble. Okay. When I started writing the expert secrets book, I was doing a whole bunch of things.

Some things consciously, some things subconsciously. And as I started like focusing on this book and trying to make a really, really, really good book, it forced me to read and study and geek out and immerse myself in a whole bunch of different things. And from that process, I was not dabbling. I was immersing. And I don't know if it's God, if it's your brain, but when you immerse yourself, I feel

like, I feel like the reward for that is that all of these connections that you don't normally see all of a sudden start being open to you. Okay. Howard Berg told me, um, he's the world's fastest reader. He said when he goes into a topic, he said most people read a book and they think that's like, oh, they form their opinion based on one book they read. He goes and he'll read 30 or 40 books to get a really clear view of like, oh, this is the reality of the situation.

This is what 30 authors said and you get a very clear view of it. That's why I feel like immersion. When you immerse yourself and you go and you listen, you study, you read, you really geek out and become obsessed in your thing. Like I said, I don't know if it's your brain, if it's God, if it's the universe, whatever you want to attribute it to.

I know who I attribute it to. But he opens up pathways. He opens up connections for you. He lets you see a full picture. And that's your reward for immersion. And so that's the next step in this, you guys, is you have to stop dabbling. Okay. So first off, the first phase in this is for you comes back to you being greedy, right? The first phase is like, figure out this thing

you want to be obsessed with. Okay. And maybe it's not the marketing yet and that's okay. Okay. Cause phase one is about being greedy and about like mastering it for yourself and becoming who you need to be to serve the world that you're trying to serve. Okay. So go and like, now is the time. Okay. It's the time to become unbalanced in the Bible. Um, if you listen to the song, I think it was, uh, who was it? Uh, time for every season. There is a time that, uh, there's a time under heaven for everything, right? Time and a season for everything, right? This is your season to immerse in your craft and become the best in the fricking world at your craft.

Okay? Again, there's time and a season. This is the time and the season right now for you to do that, to immerse yourself. Um, it's that space number one, and that's going to give you the ability to become who you need to be. And you're going to, you the ability to become who you need to be. And you're going to become completely unbalanced. Your work life, your social life, your family life is going to become unbalanced during that period of time. But you're going to be able to immerse yourself.

You're not going to dabble. You're going to unbalance and become awesome at your thing. And then there will be a transition phase where you're going through and you're, you're, you're becoming so passionate about it where there'll be this weird time where all of a sudden, like, I don't know what it is. Like you can't get filled up anymore. Um, for me, like I was doing all this marketing for all of our businesses and our companies. We were doing the, the neuropathy product, the weight loss, the dating, the coupon, all these different businesses.

And we're doing it. And like there came a point where like I stopped getting fulfilled by just doing the business. And I know what it was like. And I started going through this like slump. I didn't feel the momentum and then feel the progress. I was like, Oh, like I just didn't feel it. And, um, and, uh, and that transition is because eventually like you can't keep growing in that immersion. Cause eventually like you'll see the connections you'll see everything and you'll be going through this immersion and then like like you will i don't know how to say like not that you become perfect ever but you'll become like more perfected in that thing where it's hard to you just squeeze a lot more oranges to get any juice out of it to really like fill you up and that's when i talk about the expert singer's book that's when you

transition from this growth to like the only way to keep growing is to transition to contribution. Okay. And this is where entrepreneurship is born. This is where you realize like the only way for me to actually to keep sharing this and to keep like, like having that, that juice is to start contributing and giving back and sharing with other people. The way you will find this insane.

As soon as you take this passion, this gift, this thing you've been geeking out on, you've been immersing yourself on, you become obsessed with, you start sharing it, like that juice starts flowing again. It's like the next wave. And it's like,

like it's so fulfilling. That's why I'm doing an hour long podcast instead of just focusing on the road and listening. It's why for me right now, I start listening to, like when I start doing personal development and growth, I start learning and studying. As I do that, I start shaking because I'm like,

this is good, I'm getting juice, but if I could share this with other people, I would get 10 times what I'm getting right now. That's why I publish so much. That's why I share so much. It's because that contribution will fill you up more than the growth will eventually. But first, you've got to fill up.

Again, you've got to become unbalanced so you can become who you need to be. But after you've hit that point, and you'll know it's because you can't get the same thing out of it, you start contributing. And that's logically where you start shifting to contribution. Okay? And that's when you step into, like, that's when you start becoming obsessed with the marketing. That's when you start geeking out there. Okay?

And that's the key, guys. That's what it's like. At that point, you don't obsessed with the marketing. That's when you start geeking out there. Okay? And that's the key, guys. That's what it's like. At that point, you don't care about the money. This is what I talked about in a few podcasts ago. The people who struggle and people who try to make money. Okay? When you've been geeking out on a thing and you have filled yourself up and now you shift to contribution, you do not care about money.

I could not care less about money at this point in my life. Okay? It's fun. It keeps track. It's like how we know that we're doing well, but like that, like it's such not a driving force. You can ask, like, I do not have logins to my bank accounts. I have no idea what's in there. Um, my account, I always laugh. I'm always like, Hey, can I buy this? And he's like, yeah. I'm like, okay, cool. I just, I have no idea. Um, my wife lost. I don't have access to my bank accounts, personal business,

anything. I do not know what's in there. Okay? I don't want to know. It means zero to me at this point in my life. The only thing that means anything to me now is this contribution. Like, that's what fires me up. And so, and that's the state, like, that's the state you got to enter business and entrepreneurship in. Those are the people who are successful. They come in and they're like, this thing that I have, this gift, this thing, I'm so passionate about it.

I have to figure out how to share it with other people. And then guess what's going to happen? Then it becomes easy to be obsessed with the marketing because the marketing is a means for you to get your message out. It's for you to get your product, your service out. And all of a sudden it becomes exciting. Okay. I think that's why I struggled in school so much.

You guys like I would learn and I would read a book and then I would go and like, it didn't matter to me, right? If you're going into marketing and you're struggling, you're like, this marketing doesn't matter. I'm learning this stuff, Russell. I learned about squeeze pages, learned about traffic and convert, like, but you don't care. It's because it's like school. Like, I study a thing, I write a paper, like, I don't care about this paper.

There's no point to it. If you're struggling in studying the marketing, it's because there's no point to it, right? But as soon as you find your thing and you obsess with it and you've grown and you've filled yourself up and you shift to contribution, now it's like when you start studying it, the marketing becomes alive. It lights up. It becomes alive again. Okay?

I remember, I always thought I was dumb. I hated reading. I hated studying. I hated school. I hated all those things. I honestly always thought I was a dumb kid. And I started my business and I started selling these little things.

It was crazy because I remember I was selling some stuff and I was not doing that well. And I remember it was pre-podcast but everyone used to do tele-seminars back when I got started. And I would download all these tele-seminars and I would listen to them. And the remember it was pretty podcast, but they used to, everyone used to do teleseminars back when I got started. And I would download all these teleseminars and I would listen to them. And the guys like Armand Morin and Alex Mendoza. And like, those are the guys I listened to Marlon

Sanders. These are the guys I listened to initially. And I would listen to them on my headphones. I burned, I'd burn these teleseminars on CDs. I put the CDs and I listened to them on my wrestling trips. And I would learn stuff and they would say stuff. I'm like, huh, that's so cool. I'm going to go try that. I would try it. And then the craziest thing that happened, I would try something and I'm, and I was making a little bit of money. I would try it and I would make more money. I was like, are you kidding me? That freaking worked. I was like, I gotta try something else. I listened to that podcast. I tried something else. I would try it. And I'm like, are you kidding me? That freaking worked.

And then another one. And then I was like, that guy wrote a book. I read his book. I'm like, oh, he shared this. I'd try it. And then guess what happened? I'd make more money. And my thing would go out to more people.

I'm like, oh my gosh. And all of a sudden, reading became alive for me. Studying became alive for me. Marketing became alive for me. I remember copywriting. I was like, one of my first websites I set up, and I didn't have a sales letter. And someone's telling me I was copywriting.. I was like someone like my first websites I set up and I didn't have a sales letter. And someone's like, tell him I was copywriting. And he was like, are you kidding me? That is the stupidest thing I've ever heard of. I'm not going to write words.

I don't want to learn that. And I was like, this is like, Oh, I remember just like being angry because like, I didn't want to learn copy. It sounded so boring and stupid. And like, and, uh, anyway, so I like, I tried to hire this cop car. Hold on. I tried to hire a copywriter, right? And the copywriter, it was actually Michael Fortin, uh, was the first copywriter I tried to hire. And he, his quote for me at the time was like, I don't know, like eight or 10 grand or something. I was like, Whoa, I haven't made that much money in my entire life combined at this point. I was like, okay, well. So then I tried to read a book on copy.

And again, it was horrible. I was like, this sucks. And then I had to write my very first little sales letter. So I kind of wrote it. And then it was crazy because I made money. I was like, huh. So then I started listening to some copywriters. And the guy was like, I remember Michael Fortin actually.

I was listening to his presentation. He gave a big seminar. And he was like, we tested this thing. And it turned out that a red headline outconverted a blue one or something. So I was like, huh. So I changed my to this presentation. He gave a big seminar and he was like, and we tested this thing and we turned out that a red headline out converted a blue one or something. So I was like, huh. So I changed my headline to red and sure, sure enough, it out converted. I was like, what the crap? I was like, okay, what else does this guy got?

So he was like, oh, I remember he tested like a brown background. I was like, and it did better in this thing. So I was like, okay, I'm gonna do a brown background. So I said a brown background and sure enough, it out converted. I'm like, and it did better in this thing. So I was like, okay, I'm going to do a brown background. So I set a brown background. And sure enough, it out-converted. I'm like, are you kidding me? And all of a sudden, then he started trying headlines. Then his headline swiped behind all his headlines.

So I tried four or five headlines. And one of them dramatically beat the other one. I was like, what? I changed the headline and I doubled my income. Normal humans, if they want to double their income, guess what they got to do? Like a doctor would have to go back to like 16 more years of medical school to specialize to double their income, worked for the 15 years and then maybe they would. I changed like 13 words on a headline and all of a sudden, guess what? Copywriting became alive for me. It got exciting. And all of a sudden I wanted to read every freaking copywriting book I could find

because every copywriting book they like, I'd read through it and like most of it was garbage or rehashed stuff and then I'd read one sentence. It was like, oh, you should, you should end each line with a dot, dot, dot because it keeps the reader's mind open and so it doesn't close out the thought and they're more likely to keep reading. I was like, what? So I went to every single email, every single thing I've ever written and I had a dot, dot, dot. You've probably noticed that before. And guess what happened? Everything increased. I was like, duh. And I started going to marketing seminars. I'd go to a five day seminar and I listened for five days and every single speech speaker who's been talking, like I knew everything. I'm like,

I've done that. I knew that. I've heard that like rehash, rehash, rehash. And then one speaker on day six would say one thing where he's like, oh yeah, and this one time I added an exit pop where I gave a discount and like 20% of the people took the exit pop. I was like, wait, what? And so I go back to my thing and I add an exit pop and my income would increase by like $100,000 a month from that one little thing. And I remember I was like, I sat through five days of crap and I got that one thing and it was so huge for me that it made the whole thing like worthwhile.

Or I'd be at an event and got nothing. But I'd go out to eat with everybody. And I'm the Mormon dude, right? Everybody goes to the bar. And I'm like, I don't want to go to the bar. But, you know, I want people to think I'm drinking. So I'd go to the bar and I'm not kidding you, I'd order milk. Because I didn't want people, if I order Sprite, people think I'm drinking. I'm like, I don't want people to think I'm drinking. So I order milk, right? So I'm holding kidding you. I'd order milk because I didn't want people. If I order Sprite, people think I'm drinking.

I'm like, I don't want people to think I'm drinking. So I order milk, right? So I'm holding a milk and I'm at the bar and everyone's drinking. And they're like, why you got a milk? I'm like, oh, I'm a Mormon. Mormons don't drink. So I'm drinking milk. And they're like, that's weird.

And then like they're kind of drunk. And the coolest thing about drunk people is like drunk people don't have any filters. Like they lose the inhibition to like filter stuff or whatever. So I'm drinking milk, totally sober. They're completely drunk. I'm like, Hey, so what's like the biggest thing you figured out? And they're like, Oh man. Okay.

So we did this thing on our squeeze page where we did blah, blah, blah. I'm like, what? He just told me that. And like, I would spend four or five hours in the bar drinking milk, asking people questions and just like getting nugget after nugget after nugget. I go back and I like add it and like, sure enough, I'd have this little thing and it's like, man, Russell, you gave yourself a $3,000 a day raise by doing this one little thing. Okay.

$3,000. That's a million dollar a year raise. Okay. How do average humans get a million dollar a year raise? They don't. They can't. It's physically impossible to do that. How did I do it?

Some dude at a bar while he's drunk off his butt told me this little thing and then I did it. Okay. Where do you think I got the perfect webinar from? Okay. I am not a genius. Okay. But guess what? I went to all these events. I saw speaker after speaker after speaker pitching, and maybe that what they said sucked, but guess what? I heard how they did a close. I heard how they did a trial. And I wrote that like, that's what they, that guy said that thing. All of the different, it's funny because Stephen's always like the Russell, he always talks about the Russellisms, the things that Russell says that are so cool in my presentations. I didn't make most of those things up.

Most of the things I heard another speaker say and I'm like, that's amazing. I wrote it down, boom, that was worth everything. It would make me laugh. I'd go to an event and I would get one or two little nuggets like that. I'd come back and it would give me a two to three, maybe $4,000 a year raise. And I hear someone online complaining, that event was a pitch fest. How they do this sell stuff. I'm like, you went to that event to try to learn how to sell things. Why do you hate money so bad? Like I saw the same thing you did. I gave myself a $4,000 a day raise. I don't know what else to do. It's because they're,

it's because they're looking for like, it's because they haven't figured it out yet. It's like they're going to school and they're pissed because the professor bored them to death. It's like when you go with this different lens where you've got something you were so insanely passionate about that, that you go with like, like all you care about, you don't care about making money. You don't care about spending money. All you care about is figuring out like, how can I get this to more people? And when, when you get one little nugget after five days of information and that one

thing does this huge thing, like that's worth it. And here's people complaining, like they go on forums, like that event sucked. It was a pitch fest. You're like, Oh,

I heard that stuff before. They didn't teach me anything new or like it's because they, it's because they're not real entrepreneurs. Like they haven't fallen in love with the marketing of the thing. If you fall in love in the marketing, this is how you know you've fallen in love with the marketing of your thing. Okay. It's be, it's when you literally stop watching TV for the shows and you watch for the commercials.

That's how you know it's when you're listening to the radio and you're waiting for the songs to end so you can hopefully hear a really good direct response radio ad. Okay. It's when you're scrolling through your Facebook feed looking for ads. It's when you're liking weird crap that you know you don't care about, but you're praying that they will start retargeting you with their ads. Okay. It's when you log into your wife's Facebook account, not because you give a crap about what she's doing or care or talking about, but you know that she is seeing different ads than you are and you want to see what those ads look like. Okay. That's when you know that you're passionate about marketing. That's when you know you're so,

you're so obsessed with getting your message out that like it's become like, that's the level you got to be at. Okay. But I think that I'm coming to grips now. I think it used to piss me off. People weren't obsessed about marketing, but now I think I get it. It's like, I don't think you can be obsessed about marketing at first until you have first gone through the growth phase for yourself and you've got to become ridiculously obsessed initially with your thing. Because that's the first phase, right?

You got to immerse yourself there. And after you've done that, then when you start shifting to the entrepreneurship side, to the growth, to the contribution and sharing it, that's when you will become obsessed with the marketing, okay? That's when copywriting became alive for me. That's when split testing became alive. That's when all the geeky crap that I shouldn't care about,

none of us should care about, that's when I started caring about it because it became alive. Does that make sense? You guys, um, that's when I can sit there for five days and watch sales pitch after sales pitch after sales pitch and not hear a single word about what they said, but just watch their hands, their hand motions and how they're anchoring the stage and what they're pointing to and why and when and how and be excited. Okay. Uh, one of my buddies, Darren Stevens, he literally went to a Tony Robbins event and he lit, he went to the entire thing. I think, I don't know him if he told me if he watched the recordings of it or if he did it when he was there, but he watched an entire like week long Tony Robbins event with no

audio on, no audio. You say, why would somebody do that? Okay. It's because Darren wants to be the best person in the world at controlling the stage and understanding how your physiology and your stage present and how you're anchoring the stage and what you're doing and why you're doing it, how you're doing it, like why it works. What did he do? He took the best person in the world, Tony Robbins, and he watched him and he took out all of the audio because the audio distracts you from what he's actually doing, right? Okay. If you, I can't tell you this enough, like funnel hacking is not just about like looking at the outside. It's about, it's about really understanding what people are doing and why they're doing it, right?

Like, like, yes, I'm selling products and services to you guys, but at the same time, watch how I am doing it, okay? So Darren went and he watched Tony Robbins because he wanted to see Tony's hand motions, what he's doing, why he's doing it, how he's doing it. And he wrote this huge write-up for me. He sent me, it's insane, about all the stuff Tony's doing. Like, the reason why Tony's pounding his chest at times,

why he's going like this, why he's doing the whoa, yes clap, why he's pointing to different directions as he's anchoring and seating and like all those things are not, are not accidental. Like they're real. They're purposely done. When I'm on stage and I'm talking about stuff, when I'm walking in different parts of the stage, sometimes it's accidental, but the most part, like I'm doing things on purpose. I'm, I'm anchoring state part of the stage. I'm taking you on timelines.

I'm trying to bring you back to different places. So you get emotionally impacted based on things that are happening. Same as having a webinar, tell us them are not podcasts that I'm just driving and talking. Maybe I am who knows, but why you guys understand like, like, like all of these things are there for you. Like I spent 14 hours yesterday, 14 hours going through every email I had ever sent with swipe files, squeeze pages, templates. I got every template I ever had paid for design. Um, and cause every template design I went and I had all these people, the examples I, I like a decade of funnel hacking. I went through yesterday and I archived all of it into Trello boards based on page type, based on funnel type, based on all sorts of stuff.

And I'll probably never use the pages again, but I want to be able to see them and categorize it like, oh yeah, that page, the reason why that page was awesome is because of this. Okay? There's actually this one little block. There's a dude who figured it out on these squeeze pages. I'm not going to ruin the surprise for you, but if you type in squeeze page warning, those who are in the know will know this, but there's this dude who put it, had a squeeze page, and at the very top he had this warning block, and he was like, warning, blah, blah, blah.

That increased conversions on squeeze pages by insane amounts, right? And most people never knew about it. And then he mentioned it in one of these, like, I think he's in the dating market. He mentioned it in a market at a mastermind, and then dozens and dozens of people have done it. But most people have never seen it before, right? If you were to do it on your page right now,

it's insane. And I totally forgot about that until I'm going to my swipe files. I'm like, oh yeah. Same thing with, anyway, there's so many things. I think so many guys, some people get so bogged down in this other stuff

that they forget about that. It's like, become obsessed with the marketing. Go through all this stuff and legitimately do it. It's going to make this, it's going to make it so much fun. It'll make it alive for you guys.

And I want to give you that gift, but that's the transition. So anyway, guys, this has been a long one. I hope you got a lot out of it. I just, I just want you guys, I know that you have something inside of you. I know that you have the ability to change people's lives. I believe that probably more so than you do at this period of your life, right? If I didn't believe that I would not be doing this stuff. Okay. I make plenty of money running a software company. Okay. Like I don't have to do all of this stuff. I don't have to talk. I'm

afraid books. I have to, but like, I'm in a spot in my life now where like my contribution is to get you off your butt. So you contribute as well. Okay. Because I can't, I'm trying my best to touch as many people's lives as possible through the things that I do, but I just know that the clearest path for me to have an impact on the world is to touch you as an entrepreneur because you have the ability to affect more people. Okay?

You may not, and some of you guys know this, some of you guys know, and we have people that literally have hundreds of thousands, if not millions of people a year that they are touching and affecting. If I can magnify what you're doing just a little bit, it amplifies that. Okay. If I can show you something that gets you to convert more people, give you more money so that you can actually serve people at a higher level, that's huge. And some of you guys are at the beginning of this journey right now. And you're like, I don't have anything, Russell. Like,

like I'm not, I'm not that passionate yet, or I don't have a voice, or I'm nervous, or I'm awkward, or whatever. I promise you, I wish that I would've been, I wish I would've been podcasting and blogging 12, 13, 14 years when I got started, okay? The Russell you see today was the most awkward, nervous, weird person on planet earth 14 years ago.

I couldn't carry on a conversation with a human being, let alone like with a camera for an hour and eight minutes. Now at this point, um, like that comes with a lot of practice, but it comes with, it comes with, we talked about the beginning. It's like unbalancing your life and becoming obsessed with something. Um, and I don't care what that is for you, but you need to do it. Like find something that fires you up. Okay. And right now, if you're not, I'm not that passionate about anything like that's okay. Find something that gives you a little spark. They initially it's a spark, right? Like I wasn't that passionate about marketing at first, but there was a spark.

We have a spark and it's like, okay, now let's throw some kindling on the fire. If there's a spark with something, go find other people that are obsessed. Okay. You have a lower vibration right now. They've got a higher vibration. We talked about this earlier. Go find people that are obsessed and get around them. Listen to their podcast, read their book.

If they have an event, finance your house. If you have to go to that event and plug into their vibration so they will bring you to the excitement level that they are at. Okay. I am trying to do that every day in my marketing. If you have not noticed, okay, most of you guys, when you came into this world, you did not know about marketing. You didn't care about marketing.

You didn't care about funnels. That was not, you didn't get into this world saying, I'm going to build funnels. You either had a spark saying, I want to make money. You get a spark saying, I want to share something. You got to get a spark. And for some reason you've bumped into me because I'm so loud and obnoxious and annoying and everywhere. You probably saw a YouTube video.

You're like, stop targeting me on YouTube, Russell. But I'm trying to take your spark. I'm trying to ignite it. I'm trying to give you as much waves of excitement and passion and vibration as I can muster up so that your vibration will rise to my level, okay? And so for you, where do you have a spark? Find that spark and then find

the people around you in that market who are on fire and plug into them. Give them any amount of money that they need. Okay. I'm serious about this. If you're broke, it does not matter. You're going to be more broke. It doesn't. I don't know how to get that. Like people, I was at Grant Cardone's event. Uh, I think there was like 2,500 people in this long room and you were seated based on how much money you spent. So people in the front spent like 15 grand to be there and the back, they spent like 500 bucks. So the further back you got, the less money you spent, right?

What was crazy to me is when I pitched my product, the people in the front ran to the side of the room and bought and the further back you went, the less and less people ran to the back, okay? And you may say, well, Russell, it's because those people in the back didn't have as much money. Therefore, they did not run to the side of the room and bought. And the further back you went, the less and less people ran to the back, okay? And you may say, well, Russell, it's because those people in the back didn't have as much money, therefore they did not run to the side.

And I would argue with you that you are wrong, okay? The people in the front have money because they have invested money, okay? They're used to spending money and investing and then they have more success, okay? The people in the back are broke because they've never invested in themselves. That's it.

Okay. Like, that's honestly it. They're already, like Grant Cardone said this to me at the backstage. He's like, he's like, don't the people in the back understand? Like, if you're already broke, it doesn't hurt you to be more broke. Like it doesn't. Okay. I don't know if that's financially irresponsible, but I did a whole podcast on this called Entrepreneur Scars.

Our founding fathers, who I believe were inspired from God, who created the Constitution of the United States, they gave this thing. Because in this country, we needed to give entrepreneurs the ability to risk everything and be okay with that. Because if entrepreneurs didn't have that ability, this country would have stagnated and died. I'm a huge believer in that, right? Capitalism 101. If entrepreneurs don't have the ability to risk everything, everything stops growing. But if entrepreneurs have an out, then guess what?

They can risk everything, okay? And so it's scary at first, but I promise you it's a lot less scary to risk everything now than it is when you have a whole bunch of stuff. And so now is the time for you guys to risk everything because you don't have that much. I don't want to be a jerk,

but it's true. Like now is the time to risk things. It gets harder and scarier when you have people and money and all these kinds of things. Right. Um, I always tell people like, if you, um, like for you, you have to be able to look at the, like, you'd figure like, what is the worst case scenario if you fail? And you have to be able to look at that thing straight in the eyes and say, I'm okay with that. That is the key to being able to risk this stuff, right? Because a lot of times there's this fear of like,

oh, there's a worst case scenario, something bad's going to happen and I can't be successful. And so you got to stop and actually right now, for you right now, if you were to fail, if you were to go and get a bunch of credit cards and blow it on mastering your craft and getting around

the best people in the world and like raising your vibration, everything, what's the worst case scenario? Worst case scenario, you go bankrupt. Right? If you go bankrupt,

what happens? You can't get a credit card for like a day or two maybe? I don't know. You can't get a home loan? Okay, well, you're going to have to rent. Can you rent? I don't know. Hopefully. There's programs, the country. I know I've rented to people who, there are things, right? Anyway, maybe it's financially

responsible. I'm not a financial planner. Don't listen to me. I'm just saying that if I was in that same situation, I was starting all over again, I wouldn't worry about that. I would not worry about that. I have built and lost everything twice now. And guess what? It was all right. Yeah, it's okay. But the biggest thing is if you don't build something, if you don't try something, if you don't go deep on something, then you never know.

You'll never know. So, yeah. Anyway, make sure to clear it with your spouse first to get their buy-in. I'm just saying. Those people in the back of the room at Grant Cardone's event, if they had ran to the back and invested, think of it as something like $2,000. It's not that much. Okay? If they would have invested $2,000, they would have got

the exact same thing that Brandon and Caitlin got. Um, those who listen to podcasts, you've heard me talk about them. So Brandon and Caitlin, they were down to their last money. Uh, the network market company, they were in to kind of falling apart. They stepped away from it. They had $0 left in their account. They had a credit card, a couple other things. And, uh, they saw my pitch for funnel hacks. It was a thousand dollars and they and they watched it, and they're like, we have to buy it, we have to buy it. They're like, we don't have 1,000 bucks. They're freaking out, and finally decided, okay, we're going to buy it. I wish they were on right now to tell the story because it's awesome.

So they said they were going to buy it, and so then Brandon was going to buy it, and he was going to buy it, and then he whooshed out. He's like, I'm not going to do it, so he didn't buy it. Instead, he went to ClickFunnels.com and just paid $100 for ClickFunnels. He went back and said, I didn't do it. I just bought the $100 thing, and she's like, we said we were going to buy it instead he went to clickfunnels.com and just paid a hundred dollars for clickfunnels you know that can said i didn't do it i just bought the hundred dollar thing and she's like we said we were gonna buy it he's like i know but we don't have any money she's like it doesn't matter we don't have any money anyway like who cares if we buy something like we don't have any money so what's what's like zero and and zero and negative a thousand is pretty much the same thing

like you know it's not changing the quality of your life. And so they went back and buying the thousand dollar thing. And she was pissed because now she's like, now we were a thousand, $1,100 in debt as opposed to a hundred. And then guess what they did? They had it. They had something they were passionate about. She had lost like, I don't know, 60 pounds. She was in weight. Like she was already passionate about something. She'd already gone through the growth. She had already filled that. Now she was transitioning. They were transitioning to had already gone through the growth. She had already filled that. Now she was transitioning. They were transitioning to like, we need to share this with other people. And so what did they do?

They did similar to what I did. They, well, for them, they did it a little different. This is what I recommend for you guys, though. They bought the Funnelax training. And then they watched video number one. And they started watching it. And so they got into it. And they paused it.

And they did that thing. They put play again. They started doing it. They did that thing. They implemented what it said. They paused it. Did that thing. Push play, pause, play, pause. And for like two or three months or weeks, I can't remember how long it was. All they did is they put it all in place. And then when it was done, they launched their business. And, uh, their, their initial launch, they were driving, I think it was Thanksgiving or Christmas. They were driving to, uh, their told me, they said, they had enough gas money to get there but no gas money to get back. So they filled their gas in the car, they started driving and they got down to their family's house, they were staying in a room and they started going through and they

launched this thing and luckily for them, they rolled it out and they made like $20,000. That's for gas going to get back. And then they started geeking out. They started plugging in. They started doing what I did. Okay. Again, I didn't want to learn copywriting, but when I found out that you change a headline, you change 13 words and you give yourself a $1,000 a day raise, it suddenly becomes really interesting.

And so they plugged in the podcast and I watched these guys over the next year, over the next two years. And it was crazy because they would like, I would do something. I remember I did a podcast where I was on a webinar, Jason Flattelman, who was like one of the best webinar presenters ever born on this planet. And at the end of the webinar, Jason did this weird thing for 90 minutes. I was so pissed at him because I thought he was going to kill webinar cells. It turns out he doubled our webinar cells. And on drive home, I was like, holy crap, Flattlin pulled this thing out of his butt. He did this thing. I didn't never even heard of it. Doubled, like literally two X star sales. Okay. The podcast went live the next day. Brandon came and listened to the podcast. He said, are you kidding? They told

me they say it's a freaking Russell Brunson, which is the same thing I used to say, right? Like freaking Dan Kennedy, freaking, uh, Michael Fortin, freaking John Carl, like all the guys I studied. And they'd say some little nugget and I would try it and I'm like, so they said that. They went back, they had the same thing to the end of their webinar. And they messaged me back, they said, freaking Russell Brunson. We did it for a webinar, doubled sales. I was like, are you kidding me? And every single thing, like they listen to my podcast, they tell me every time I say something, they take it, I try it, we did it for a webinar, doubled sales. I was like, are you kidding me? And every single thing, like, they listen to my podcast.

They tell me every time I say something, they take it. I try it, they try it. Brandon said, he said, we're like a week behind your implementation. You do it, we implement it a week later, and we're just doing it, we're doing it, we're doing it. And I want you guys to understand, like, that's when this game becomes fun. It's when you realize that, man, listening to Russell rant about the stupid thing, if I add this one little piece, all of a sudden, I go from helping 100 people a day

to 120 people a day. That's pretty cool. And my bank account goes from, you know, $1,200 a day to $1,300 a day. He gave us a $100 a day raise today. Are you kidding me? People don't do that. We used to have a big mantra in our old office.

We'd always say, like, we'd come in, like, how can we give ourselves a raise today? how can we give ourselves a raise today? How can we give ourselves a raise today? And it was like looking for that gold nugget, looking for that little thing, looking for that headline split test, that tweak that I did, that little nugget. Like, what can we do that's different? That's how the 108 Split Test book was born. I was able to do a lot more split testing before Todd Dickerson, my partner in crime

with ClickFunnels. We used to build the best sales funnel we could. We'd get it out there live, pre-ClickFunnels. It was a pain in the butt. We'd build the whole thing out and get it live, and then Todd would log in. He'd use Visual Website Optimizer. It was our split test the whole time.

He'd split up like a thousand different tests and try to beat my control, and he always did pretty much every time. And that was the goal. It was like, okay, I made the best version we can. Todd, see if you can beat it. And he would test, test, test, test, test. And he'd like beat it, beat it, beat it, beat it,

beat it again, beat it again. And it was like every day, how do we give ourself a race today? That was the game we played. That's how the 180 split test book was born. That's how half of like what I know about funnels was born during that time because we were just testing every funnel variation I did.

Planning page, template, I did like everything we could dream of for like a two and a half, three year period of time. And it's how I became who I am today. It's how i became the dude who probably knows more about funnels than any human being on earth because i hacked more funnels i tested more funnels we did more than anybody and during that time of growth like that was like the growth time for us we were doing it on 12 companies we owned we were doing it for a whole bunch of other which by the way yeah that's the story for another podcast don't do 12 companies at once. But that's what we were doing. That's how we mastered this craft.

That's how I know more about funnel psychology than I believe anyone on earth is because I did it. I did more of it. We tested so many things. I was like, holy crap, I thought for sure this would have won. But no, this won, and this didn't win, and this won, but this helped on page one, but it made page three conversion goes down. I got my gift because of the insane amounts of work that Todd

and I did during that time. Todd and I, my entire team, by the way, did. Okay. And we didn't have a nice, like you guys have nowadays. I went on a little ramps on my team the other day. Like we get people now come to ClickFunnels and it just like, yeah, first off, they don't use ClickFunnels the way it's made. If you guys are having bugs, I want to, I want to let you know this because if you have bugs, it's because you're trying to do crap that ClickFunnels the way it's made. If you're having bugs, I want to let you know this,

because if you have bugs, it's because you're trying to do crap that ClickFunnels is not made to do. So you're hacking things, you're doing stuff like, if you use ClickFunnels the way it works, there's not bugs. Like, I don't have bugs in my funnels. I don't know why I ever sell these bugs. It's because you're trying to do things that you think are going to be better, and they're not.

Okay? It's because you've been listening to the Confusionsoft gurus explaining why you need 55,000 different variations of funnels. If you just learn how to sell, all that crap would go away. Okay. Like every time people tell you, there's all these bugs in click funnels. I'm like, I'm not seeing a man cause I build funnels on it every single fricking day and I'm not seeing the bugs.

Okay. There are little things here and there and we fix them as they pop up. But for the most part, the bugs are like you are creating bugs by trying to do stuff that does not matter. So there's number one. Number two, you are creating bugs by trying to do stuff that does not matter. So there's number one. Number two, you're paying $100, between $100 and $300 a month for the software. We had a really, really bad competitor come out, which we've had, I'd say, probably at least 30 to 40 ClickFunnels killers who have come out in the last three years since we launched ClickFunnels. They all come and go.

They always try to undercut us on pricing. And it's just like, and I always get people like, oh, someone's coming out. You're going to, you know. And I'm like, you know, maybe someday we'll have a big competitor. I mean, who knows? And I'm excited for that day. I actually enjoy competition. Some of you probably have noticed.

I got no problems with that. When I was wrestling, all I tried to do was fly around the country to find the best people in the world so I could learn how to beat them. So I'm game. So anyone wants to step up legitimately, like, please do. But please don't come in a disguise like we're going to beat them by undercutting their price. And like, everyone's coming out like, oh, you're losing your customers because they're undercutting your pricing. I'm like, are you kidding me?

The people who complain about spending $100 a month to run their entire company, I don't want them as customers. In fact, we're honestly thinking about doubling or tripling our prices just to give the virtual finger to everyone who's trying to undercut us. We don't want those customers. If you can't spend $100 to run your company, you should not be running a business at this point in time.

Honestly, that's how I feel. I want to walk you through a walk down memory lane about how we used to build funnels because this is the reality of how it used to build funnels because this is this is the reality of how it used to work. Okay? We would have an idea.

I would then have to go funnel hack dozens of people to see like what would be the best thing. So I'd probably spend I don't know four

probably two or three thousand dollars funnel hacking a bunch of people thing because I didn't have a way to mock up templates. So I'd funnel hack and I'd take tons of screenshots of all these templates

of all these different pages and then I'd have to go to one of my designers and I'd have had a bunch to mock up templates. So I felt like I'd take tons of screenshots of all these templates, all these different pages, and then I had to go to one of my designers, and I had a bunch of them through the years, some, you know, and a bunch of them, and I'd show them like, okay, this is the process I think is going to be best.

I think I want like a landing page here, and this, this, and that. Like I want this from this guy's funnel, but I think this one over here from this one, I want this from here. So I map out kind of like the funnel process I wanted to test, okay? And then, but I want this guy's design, but this over here, it's like, it was a nightmare. So our designers would go and they try to create a page and I'm like, oh, but this and that. And

like, it would literally be, I don't know, six to eight weeks of us going back and forth, just getting the design and the funnel structure, right. Okay. And they have to hand code everything. So we get all the HTML done. Then we have to go. And after we got all the pages done, then we have to go back to, um, to our developers and say, okay, now here's all the HTML done. Then we have to go, and after we get all the pages done so it'll work good, then we have to go back to our developers and say, okay, now here's all the pages, here's the order forms and everything. Now you've got to actually make this work. And so they'd have to go in a custom, then go into the PHP and the coding and the SQL databases to build up.

So the order forms actually worked. They actually went to a database. They had to set up the security certificates. They had to set up all the APIs to go to all the 20 or 30 different things that we were thinking. It would take the developers on average another probably 30 days to hook up all of those things. It might cost just in salaries at that point in time. We're probably at $15,000, maybe $20,000 in salaries just to get all these things done at that point. Then we started writing the copy, which eventually I started liking copy, so I did a lot more of that myself.

But prior, I started hiring a lot of copywriters. I would spend on average between $10,000 and $15,000 for every sales letter we would write. If it was somebody else or it would be my own time, it would take me probably six weeks or so to write all the copy for a funnel. We would then plug all those things in. And we'd be three months, conservatively three months, and usually a little more than that. And then conservatively about $, and usually a little more than that. And then, you know, conservatively about 30 grand per funnel in. Before we could test it. Before we could test it.

Okay? So for you guys who are like, that's $100 and I can only build 30 funnels and I still have to get an SMTP mail to send my emails out. I have no, I have no like empathy for that. None, zero. I want you to leave us and go to your competitors, please. For the love, leave us. Go for the $37 option. I want you to be their nightmare clients. I do not want you to be using ClickFunnels. I don't have any empathy. Zero. Not one iota of empathy for you. You cannot pay a hundred, even $300. If you can't pay $300 to run your company, you are not an entrepreneur. You should leave this business.

Honestly, you should just stay as an artist and go to the beach and do your thing and have a hat out there and get tips. Like that is your level of being an entrepreneur. Like, I don't know what else to tell you. Like I, I, I please leave. You can go. You have my permission. I do not want nor need your money. Okay. But if you are trying to freaking change the world and sell stuff and make a business, that's what we've given you. Okay. Now, if you want a super insane complex stuff, you may have outgrown ClickFunnels. Okay. That's fine. If you, if you've outgrown ClickFunnels,

go hire people that custom codes them. I'm okay with that. Okay. You're going to be like, Oh, your software's buggy. It's like, you're trying to customize crap that you should be spending 20 to 30 grand. I'm like, we used to, you can do that. Go for it. You have my permission to leave. I do not need your $297 that bad. Okay. I promise you that like the headaches that go to some people who are trying to, who are complaining to me about the bug they find when they try to add the 47th upsell on the 13th email signals that somebody clicks yes versus no twice instead of once like that's not what we're made to do okay and the reason why is because after freaking testing a million things when you go back when you do it the way that i had to do it okay those three months and that 30 grand was

for our initial test okay then taught up to go split test a whole bunch of things then guess what we found out half times we get the pages to convert but the funnel didn't wasn't profitable so then i have to come back so okay this entire funnel didn't work so we had to rebuild the upsell downsell sequence which is i had to go back to the drawing board it's not me spending 15 minutes in click funnels like cloning the page and doing a split test no okay it was me hiring another copywriter and a new version of the video sales letter it was me figuring out new layouts and designs and functionality and trying to re-custom freaking code all that crap from the ground up. Then we had to go rebuild the entire funnel.

Then we had to relaunch to drive new traffic. It's a funnel that didn't work. We're another $10,000 to $15,000 in for the second test. Okay? How am I $300 cost so much? I can only do 400 split tests at once. I got no mercy for you, okay? All right. Sorry for the rant. got no mercy for you, okay? All right.

Sorry for the rant. But this is freaking important, okay? So, all right. Okay. So the reason why my funnels are simple, and I want you guys to understand this, because your funnels need to be simple, okay? I learned this, I learned this, well,

I learned this from Hatch and Custom Coast. If I made these complex freaking funnels that everyone thinks are so cool nowadays because because of Confusionsoft and others, they draw these little diagrams and they try to like impress their clients by how complex their funnels can be like that's not going to serve you at all. Okay, I want you to understand this. This will not serve you. It'll screw you up and you're going to be finding bugs in ClickFunnels

because it's not built to do what you're trying to do. With the Design Hackathon happening next week, we are building out 30 types of funnels. These are the funnel structures you should use. You should work to plug the crap you are selling into these funnel structures, not the other way around. You should not try to say,

oh, I got this good idea. I'm going to do 14 upsells, and then I'm going to have a mini survey on upsell number two and then I'll sell this. Or like, no, just plug the crap you have into the existing stuff. Okay. The tiny potential, maybe incremental sales you could get by tweaking this thing is not

worth, I promise you that if you put the same effort in the same time and energy money into like hiring a better copywriter or mastering your, you know, like, like there's a dude who I pay a hundred dollars to write each headline for me. So like when we have an offer, I'll give him a thousand bucks. They write me 10 headlines. Like that's a better investment of your time than trying to have like 16 different upsells because having a different headline can change your, like that will do more for you than the complexity that you're trying to do.

Like, I don't know, anyway. Anyway, my rant is over. I think it's over. Should it be over? I just want you guys to understand that. Like, ClickFunnels is built for customers like me, okay? Who want to get a message out quickly. They want to take the best proven practices

and then they want to focus on the stuff they can control, okay? If you want a cheaper option because you feel like $100 is too much to invest in the entire background and infrastructure of your business, you have my permission to go. And I hope you enjoy it. And when your business makes enough money that you can switch, we will gladly, um, welcome you back. Or you can do what the wise man did and build his foundation on a rock. Okay. Um, I don't know if you guys remember that song from Sunday

school, but the wise man built his house upon the rock and the foolish man built his house upon the sand. And when the rains came tumbling down, the rains came down and the floods came up. The rains came down and the floods came up. The rains came down and the floods came up. And the man on the sand washed away. And the man on the rock stood still. This is like Primary Songs 101, you guys.

So if you want to build your house on the sand and you want to go to cheap option, you should. You definitely should. Yeah. And when you want, if and when you want to get super complex, if there's reasons,

there's use cases that ClickFunnels wasn't built for, like, don't feel bad, you guys. Like, I'm okay with that. You can outgrow us, okay? ClickFunnels is a company that's built for businesses in this certain range. And I understand that and I respect that. And that's who we want to serve. If we try to serve everybody, we will not succeed either.

So a lot of times if you guys come to us, you're like, oh, this is a bug, this is a bug. A lot of times we look at it and say, it's not a bug. It's a limitation that we have put on our software because that's not something that we want our users doing. Because if we open that up to everybody, then it adds a whole other level of complexity. Like, ClickFunnels is already complex. I do not want to add more complexity.

I want to make more simplicity. I honestly, if I wouldn't have uproarings and riots in the streets right now, I would take away some of our features. I would pull things out. I would simplify a lot of stuff. And you will notice over the next year or so, we have a bunch of new UI people, new teams coming in. And our goal is simplification and trying to make things simpler and easier, not more complex.

Like, Russell, what's the newest features coming to ClickFunnels? Like, there are some cool new things coming out, but at the same time, a lot of it's simplification. Uh, if I'm not making live, we all put it back genetics and I had, uh, um, someone messaged me the other day and like, you know, yeah, like in, in, uh, you had this cool feature in actionetics. It was like, it was the best thing you had. And then you guys pulled it away two weeks later. And I'm like, he's like, why did you guys do that? I'm like two reasons. Number one, what people were doing is they were, they were making smart lists that had like literally 800 different like things in there. And they're like, oh yeah, I need to make all the segment.

And I understand you guys want to be segmented, but I promise you, that level of segmentation, it hurts you more than it'll ever help you. And number two, it destroys our database. It's not good. If you want that kind of complexity, go and like build that on your own. But like this is for click funnels is built for entrepreneurs to move quickly. Okay. The opportunity, like you being able to launch two funnels instead of one is the difference. Like, I don't know, like it's, that's, that's the goal of it. So, all right. We've been going for a long time, you guys. I don't even know where I'm at. I hope I haven't passed where I'm going. Anyway, I hope you guys enjoyed this podcast. It's been a lot of fun. I hope you guys actually listened to the whole thing. There were a lot of

really, really cool stuff that I really wanted to share with you guys in here. And I hope you got a lot of value out of it. And yeah, so to recap, don't be a blah. Build your empire become unbalanced and focus on becoming who you need to be and then after you've done that and you're ready to transition to contribution then shift your balance and be obsessed with the marketing of it have fun with it

this game is fun you guys like everyday I wake up and I'm like I can't believe I get to do this I can't believe I had a two hour drive to I can't believe I get to hang out with you guys and share and talk. And, I mean, based on my stats, I mean, between YouTube and our podcast, we will have between 15,000 and 20,000 people of you guys who will listen to this whole entire thing. It's crazy. 20,000 people.

And if each of you guys got one little nugget out of that thing and it gave 20,000 of you guys the ability to affect an extra 10 people, it's 200,000 people affected. And if you are able to get an extra hundred people, that's 2 million people I was able to affect. If you get an extra thousand, it's 20 million people. Like it's, it's insane. The ripple effect. Um, and I hope that I didn't waste any of your time.

I hope he has got something one or two or three little nuggets. But look at these things that way. Like go into this, you guys. Go into everything. Go into your study time. Go into your podcast. Be like, I'm putting out a lot of content, okay? And I'm hopefully making it entertaining and fun for you guys.

But you're always looking at that one little thing. Like, oh, that's how Russell... I had probably a dozen people message me when they saw how I do my... One of the Funotica TV episodes, I had my expert secrets board. And I finished the expert secrets book and I finished the expert secrets book and I closed the board

and they saw that like that's how you manage your projects like now I see how you get some stuff done everything's compartmentalized you have your teams

input projects and trails the way you do it like that little thing was just like huge for people it was one little nugget and you know

you never know when they're going to be picked up you never know when gold's going to be dropped you can grab it so plug in

immerse yourself in this stuff, you guys. My goal is to get your vibration up to mine so you can be as passionate as I am. Because if you are, that's how you're going to change the world. And that's how I'm going to change the world. And I can't do it without you. So I need you guys there. So step in. Plug in.

Have fun. Enjoy the process. Simplify your funnels. And build your house. Build your company up on a rock. And with that said, you guys, I appreciate you all. And I will see you guys soon. Bye, everybody. Want more marketing secrets?

If so, then go get your copies of my two best-selling books. Book number one is called Expert Secrets, and you can get a free copy at expertsecrets.com. And book number two is called Dot Com Secrets, and you can get your free copy at expertsecrets.com. And book number two is called Dot Com Secrets and you can get your free copy at dotcomsecrets.com. Inside these two books, you'll find my top 35 secrets that we've used to become the fastest growing non-VC backed SaaS startup company in the world.