Marketing Secrets with Russell Brunson - The MIFGE Secret: Turning Offers Into Legacy Assets That Live Forever | #Marketing - Ep. 81

Episode Date: October 22, 2025

In this episode of The Russell Brunson Show I talk about what happens after you’ve achieved everything you set out to do and still feel like something’s missing. For years, I thought success meant the next funnel, the next product, the next million-dollar launch. But eventually, I realized that making money wasn’t what made me happy. What I wanted was to build something that would last… something that would outlive me. That’s what sent me down the rabbit hole of legacy… and what led me to rediscover the power of the written word. Books don’t fade when the algorithms shift. They keep selling, keep teaching, keep changing people’s lives long after we’re gone. That’s why I started building a 20,000-square-foot library behind ClickFunnels HQ. It’s why I flew home with thirty crates of Napoleon Hill’s personal manuscripts. And it’s why I’ve spent the last few years turning presentations, newsletters, and even funnels into timeless assets that can live forever. Key Highlights: The story behind my private library project and what it represents for entrepreneurs who are truly “driven.” The wild story of buying Napoleon Hill’s personal archive and what it taught me about stewardship, history, and preserving ideas. How rebuilding Dan Kennedy’s M.I.F.G.E. revealed a repeatable way to build continuity funnels that pay for themselves from day one. Why Ben Settle’s high-ticket print strategy inspired me to create physical books and assets designed to be passed down, not forgotten. How every entrepreneur can turn their knowledge, presentations, and ideas into a printed, high-value offer that stands the test of time. At some point, every entrepreneur faces the same question: what will remain when the launches end and the spotlight fades? This episode is about learning to build for forever. The written word, the frameworks, the teachings… those are the real legacy. If you want to build something that lasts generations, it starts with putting your message into a form that never dies. Because one day, someone else might be reading your words the same way I now read Napoleon Hill’s… and that’s the real game we’re playing!!! ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://sellingonline.com/podcast⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://clickfunnels.com/podcast⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Learn more about your ad choices. Visit megaphone.fm/adchoices

What's going on, everybody? Good morning. I hope you are feeling so good today as you're listening to this episode. I'm actually right now hosting my inner circle here in Boise, Idaho. This is the top 100 businesses in our community who fly out and I have a chance to work with them. And it's insane. It's so much fun. So we're about to start day number two. And I wanted to give you guys a podcast episode, basically to let you listen to on a conversation that happened a couple years ago as I was trying to build what I'm building today. A lot of it is now coming to refurb. and about my old books and the event center in the library and all these things that we're doing and why we're doing it. But a lot of people think that I'm crazy for collecting old books and being obsessed with them and stuff. And when I was in Mexico, I gave a kind of an impromptu presentation. I jumped up and I wanted to start talking about some cool things. And that's what you guys are going to be listening in on.

So I'm talking about why I'm obsessed with books, why I think books are important because it's the only thing that outlives the life of the author and probably a half a dozen other things. So hope you enjoy this episode. um and maybe get you inspired to go write a book hopefully it does all right thanks everybody and uh we jump over to mastermind paradise in mexico this is the russell brunson show okay i'm curious how many of you guys who are here in this room like you are driven everyone's driven by different reasons right different purposes um how many guys are driven by legacy like that's the reason why you are here i'm curious okay awesome about half or so maybe maybe maybe

three, fours. I know not everybody is. And I don't think when I got started, initially I was either. Initially, when I got started, I just wanted to make money, if I'm completely honest, right? I think most of us, that's the kind of initial thing, like, oh, I got to make some money. And then you start making money, and then you realized really quickly, like, oh, the money wasn't the, I thought that me getting the money was going to be the thing that brought me happiness. And you start getting the money, and you're like, I'm not very happy. I'm not feeling fulfilled. And then you see the people who you're affecting with your business, and you see them happy. You're like, oh, like Allison talked about, right? Like, that feels really good. This, this.

nah, like not so much, that feels really good. I want to do more of this so I can get more of that, right? And so we start getting this business and now we're more in like helping and serving. But somewhere long line, if it hasn't happened yet, I think it'll happen for all the yes, somewhere in the journey where all of a sudden, um, you start looking at things differently. And I remember for me, it was, it was probably, it might have been when the expert secrets book launched. I'm not exactly positive, but, um, those who have followed me for a long time, I've launched a lot of offers in my day. I would say conservatively, we've launched 150 plus different funnels.

Each funnel had its own different offer, right? And some funnels were, like, did awesome, like, and some did horrible. But it was interesting because, like, we would always, like, put together all our time and energy and effort, and we'd get an idea, we'd create it. We'd launch a product. We'd make a whole bunch of money. And then, like, a week or two later, kind of would die down. And then we'd put on Evergreen and kind of trickle along.

And then we'd, like, get another idea and launch a product, make a bunch of money, and they would drop down. And that kept happening over and over again. But I thought that was what the business was. like big ups, low downs, you know, and keep doing that over and over and over again. And I remember the first book I launched, as you guys know, was Dotcom Secrets. I remember we launched that. We made a whole bunch of book sales, and then books kept selling, and books kept selling, and books kept selling.

And I was like, huh, this is weird. Like, this is the first thing I've created that's lasted longer than the launch. But it was a book. It was free plus shipping. It wasn't like I was making tons of money on it, but I was like, that was interesting. And then we're doing thing after thing, and click funnels was growing. And I remember the ClickFunnels revenue, I used to get a text every morning from Stripe. How many guys get the text from Stripe that shows you how much money he made the night before?

That's a good feeling, right? And then it was growing. At first it was like, you made 50 bucks today? No, at least 97, right? Or 37, but it got smaller and they started getting bigger and bigger and bigger. Each day got bigger and bigger and bigger and I remember one day it was like 10 grand. I'm like, we're making like 10 grand a day. And then it got to like 20 grand, then $30,000, then $100 a day.

And then 200, and all of a sudden, you're just like, what the crap, right? And so that's a good feeling, right? You're like, all this stuff I'm doing, like, all the things I'm putting in, like, keeps growing. So this kept getting bigger and bigger and bigger. And so the click phone's income got awesome. And then in the past, we did these launches, right? We were like, here's a product launch. But then what happened is that we would do this product launch.

Like, we spend three or four months putting it together, coordinating it, right in the copy, doing all the stuff. And then we do this launch. And here's my income and it'd be like, and you see this little like, blip. And that was it. And I was like, that didn't even affect anything. And then I'm like, okay, just do another launch, make it even bigger and put more time and energy into it and do the next thing. We're like, do this big huge launch.

Like, it's a little blip. And I'm like, all these things I'm doing are having no impact at all. Like, it's driving me nuts, right? Like, I want to see, like, I don't know about you guys, like, I want to win. I want to see, like, I want to see the needle move when I do something big, right? You guys understand that feeling? And I was getting frustrated. I'm like, this is so stupid.

Like, I keep doing these things. And somewhere in the line is where I decided I wanted to write my second book, there's expert secrets. And so with expert secrets launch. And so the expert's launch. to launch, this little blip, but then the expert seekers books kept selling and kept selling and just kept going. And I was like, oh my gosh, like when I create things that aren't the written word, they sell for a while and then they stop. I was like, this is really, really interesting. And so I started thinking more about that. And then eventually, I was like, okay,

I'm going to write another book. And the same thing. And over the last 20 years of my career, the three, the four things that have sold the most, obviously click funnels consistently sells, But the other ones, they're the three books. The three books are the things that continually sell, and it was just interesting. So that kind of started this thought process in my head. So some of you guys know last, at Funnel Lacking Live, I actually talked about this in the inner circle. I can't remember if I talked about this to the whole group or not. But how many guys know that I'm in the process of building a library?

Is that the nerdiest thing ever? Like, seriously? Like, 20-year-old Russell would, like, make fun of me right now. Like, you're going to build a library. You don't even go to, like, you hate books, right? But that's, like, all I can think about. This is like my thing that I'm working on. So this is the sketch is what the library look like.

On the left-hand side, here's the actual library. The whole thing is 20,000 square feet. It's right behind the ClickFunnels HQ. So in the future, we'll have a chance to come and see it anyway. But this is what it is. Inside of the, let me go back one. Inside of the library, when you drive up to, there's all windows there, and you'll see these three statues.

So these three statues represent. Atlas. So Atlas carrying the way the world on his shoulders, which is where most of us are at. How many guys fill that pressure? Right? Whenever I hear the story about Atlas, I feel like, oh, man, that's us as entrepreneurs, as creators, as people trying to change the world. Like, we're literally holding the weight of the world on your shoulders. How many guys hear your friends or family or people complain about, like, their responsibilities? Like, I had to go to work today. My boss was so mean and blah was so hard. And I'm like, but then you went home and you watched TV and you played with your kids and you didn't think about working until

the next day. I was like, I had that times 400 people, their families, their kids, plus our customers, plus, like, oh, like, I wish I had your, your boss was mean to you. That's what you're upset about? Like, oh, okay, we're a different breed. I had my category kings all read a book recently. How many guys have heard the book driven? Okay, this is a book. Those who have read it so far, like, make the noise of like how you felt when you read that book. Okay. I had the right, this is like your reading list for, I'm going to have a whole bunch of reading list for you over the next day and a half. But this book Driven is really fascinating. It talks about people who are driven, which I think is probably a big majority of this room in here. And they've actually

done studies. They found that, like, people who are driven actually have a genetic mutation, a gene that's different. Where people who are driven, they're driven because they try to accomplish stuff. But then we have our ability to fill success, to fill fulfillment, when we achieve the things actually chemically lower. It's different. Which is why we keep chasing. We keep chasing looking for that hit because we're trying to figure out what it is. We can't ever get it. And that book's fascinating. You start reading, you're like, oh, my gosh, I am different.

It's not just like, I'm messed up in the head. Like, this is actually a chemical gene thing. And then you start realizing how powerful it is, but also scary can be, too. People who are driven are always, you know, a lot of times like super successful entrepreneurs or they can become alcoholics. They can become, you know, there's a thin line depending on how you learn how to manage it and things like that. So the book was really, really good. Okay, so the stats, they'll come back.

So Atlas is the driven people, the ones holding the way the world on their shoulders. I think a lot of us filled out pressure. If you've ever read the book, Atlas shrugged in the book, the premise of the book is like, what happened if all of the producers, all the people who have the weight of the world on their shoulders, if all the outside government regulations and things got so heavy, we're also, it wasn't worth it to us anymore. And we stood up and we shrugged and said, this isn't worth it. And we walked away from our responsibilities.

What would happen to society if that happened? And in the book, it's a chilling story about what happens to society, how it crumbles and everything just falls apart when the prime movers, when the, when the, um, when the producers stop producing. And so obviously, for me, I don't want that to ever happen. That's my mission is to support you guys and give you guys the tools and stuff so that you can bear the weight that you've all been called to bear. But this is a good realization of, like, if we're not careful, this is what's going to happen. And so when you drive up to the library, this is what you'll see.

You'll see the three statues there as you come in, which is kind of cool. And using it back out on the right hand side here is an event center. And the event center is where eventually the future will do more events and meetings and stuff happening there. And it's going to be really cool as well. So that's what we're building. And the reason why I started building is somebody asked me this last night actually at dinner, which is fascinating because I've been recently collecting old books. And the story behind how I started collecting some of these old books. And this kind of comes back into my whole thing about legacy.

And I want to talk about is probably six years ago, I bought a first edition book of Mormons. Those who are members of my church, you know, that's like the most rare. It's crazy. There's only 5,000 them ever printed. There's like 300 of them left on the earth. And so I went and I bought one on eBay and it was like the coolest is the first time I bought an old book. And I was like, it's so cool and it smells like, it's been in a cellar for a million years. And it was like the coolest thing ever.

And so that was my first thing I had. And I was like, this is like just, it was special. And then a couple years later, I met somebody else who is actually a collector. He's been 40 years of his life traveling the world trying to find old books for the Mormon people. And they found all the first editions of all these different things. And over the next, over the last year, I've probably bought. Well, way too many, but a whole bunch of first editions of, like, all of the rare Mormon books. And as I've been getting in my, like, these are the most amazing things in the world.

And I thought in the library someday, I was like, it'd be cool to have, like, different sections based on the things that I value. So a section on religion, then having, under, like, glass cases, like, all of the first edition books that I've been collecting. And then, like, the religion section of all the other books, right? And then I was like, oh, well, what other sections? Like, what are the things do I value? Like, I value business and personal development and health. I'm like, okay, how do I find the coolest, like, health books in the world? And they're cool, like old ones, like the originals back in the day and the original personal

of Elma books. And so that started me on this journey. And I'm going to show you guys what a journey of obsession looks like, because this is the tale of Russell spending now over $4 million on old books. But it started in the last like 120 days. It started with this one. So this was the first one I found. I was like, this was the original laws of success.

So if you guys have ever read the book Laws of Success, this was written in, or published in 1920. This one was actually published three years before Napoleon Hill published it to the world. He wrote this. He had his own personal printer. The school that he was by had a print shop. So he went and actually printed a couple copies on his print shop. And then he took those and he mailed them to like the president of the United States, kings and queens, the best biggest business leaders.

As the thing you want to just give them like, you guys, this is my book. And he sent these out to everybody. This is the only known one that's still in existence. Hand signed by Napoleon Hill. And I found it on eBay. And I was like, that's the one that's got to be under the glass case in the library, in the personal development. section because it's like the cool thing in the entire world right and so that started the obsession but i was like it was um well if you read the magnet or the behind or magnetic market newsletter

next month you'll see i i let's put the eBay listing in there but the eBay listing it was listed for $1.5 million i'm like oh that's a lot of money for an old book um but i was like but it's so cool So, like, for months, you know how they did you, like, look at it every day for a month. You're every month after month. Like, oh, it's so cool. I wish I could afford that. Oh, it's so cool. Oh, anyway, it kept happening.

And then I started buying everything else around that. So every first edition of Napoleon Hill book I could find and things that I was buying them. And eventually, um, this, I was buying all these old books. One of the boxes came in. There was a letter from a guy. And he was like, hey, I see you keep buying old Napoleon Hill books from me. He's like, I have a whole bunch more. If you're interested, text me and, um, and we can talk.

And I feel like I was walking into a trap. because I'm like, oh, man. And you could tell he knew who I was because, like, hey, Russell, I'm a big fan. You keep buying stuff from me. And so I'm like, I'm walking into a trap. Somebody who wants me to text them. But like, anyway, so I texted them. It's like, hey, I got your thing.

And then I thought, I was like, this is your listing for this book right here, right? He's like, yeah. I'm like, well, just, you know, my goal in the future is to buy this from you someday. He's like, we better hurry because there's somebody else trying to buy it right now as well. I'm like, he's so good. I was like, come on. There's nobody else that wants this. He said, no, and he told me the person's name.

I knew who the person was. And I was like, this is either a really, anyway. And I'm like, huh? I'm like, but that's so much money for some old books. He's like, but you don't understand. He tells me the story behind him. I'm like, oh, it tells me his story. What does it do?

Increases the perceived value. I'm like, oh, my gosh. Like, I'd have one. Dead presidents have one. Nobody else has one. Like, oh, how cool would that be, right? And he's telling me a story. And he's like, by the way, I've been collecting full time for 20 years.

And he's like, I got a bunch of other stuff. Do you want to see it? I'm like, yes, please. He's like, they're not listening to you, babe, but I'll show you. So he starts sending me text messages of pictures of things. Like, Napoleon Hill had a magazine in 1909, 1909 called Hill's Golden Rule. And he had every single first edition of the 1909 magazine. He sent me all pictures.

I'm like, oh, my gosh. And then he's like, did you know that Napoleon Hill's business partner actually screwed him over? And he's like, in this year, Napoleon Hill went to work one day at his magazine he started. and his partner changed the title from Hill's Golden Rule to Golden Rule magazine and basically pulled Napoleon Hill out of it, didn't publish his articles in it, and like cut him out of the business. I'm like, no, right? And I was like, he's like, these are the only issues they have.

Do you want these two? I'm like, yes, I have to have those two. And he's like, oh, but did you know, after Napoleon was so mad, he might spend next year of his life raising money so he could go and he could start another magazine, he started a new magazine called the Napoleon Hill magazine. I'm like, no, I had no idea. He's like, do want to see pictures of that? I'm like, you have pictures of that too?

So he sends me, like, the January issue, in the February, in the March, and the April. And I'm just, like, freaking out, like, oh, I'm like, what else you got? And he's sending me just thing after, oh, he sends me this right here. He's like, he's like, I have over 250 pages of hand-type stuff from Napoleon Hill's typewriter. He hand-ty typed it. He has a handwriting on it. You guys probably can't see this, but, like, he literally edited on it stuff. Like, he cut and paste.

Like, if you want to change the headline, you like, cut it a headline and then glued it on the page. Like, that's how he edited back in the day. And you see his notes, him crossing out big sections. And he showed me all these, like, things. He's like, yeah, these have never been published before. I have these as well. I'm like, okay, I'm like, what's it going to take? He's like, what do you mean?

I'm like, what's going to take to get everything you have? He's like, what do you mean? I'm like, I need the whole thing. He's like, I've been collecting for 20 years. I have a lot of stuff. I'm like, I understand that. What's going to take to get everything? And, yeah, I'm the best buyer ever.

If you guys ever have something I want, like, tell me a good story. I'm in. Like, I will mortgage my house. Like, whatever it takes. because old books. Anyway, so this was the 250 pages as well, and we went back and forth and found out he had a whole bunch of stuff. And so we negotiated back and forth.

I got a good deal. People are like, how do you not getting screwed over? I'm like, I don't know. But I don't want to lose out on this. There's another guy bidding on it right now. Like, I need it. If someone asked me later, like, how do you know that they're actually worth that much?

I'm like, because I paid that much. So the next dude's going to be like, well, that guy paid this much. That's how much it's worth, right? Because it's only worth what someone will actually pay for it. So I just set the value of it because I paid for anyway. So I can justify it a thousand ways. Anyway, so we went to, it was enough stuff. I'm like, well, can you just ship it to me?

He's like, I'm not going to ship you this stuff. He's like, it's a lot of stuff. I'm like, well, can you give me a list? He's like, no, it's like my entire house has filled this stuff. He's like, but if you do it, if you want to buy everything, I'll give it, give everything to you. 20 years of my collecting all for you. And so we set up a date and a date and a time. time and we actually ran in a private plane because it was, we had so much stuff we couldn't fit

it. I was going to post, I didn't have time to put the pictures in there. I'll show the guys later, but we ran a private plane. Two of my kids flew with me, flew out there. He had it all laid out, and he ran it at a church and laid it all out, showed me the whole thing and told the stories behind all the different things. And they packed it all up, like, 30 different crates of books and stuff. Put it in to the plane and flew home, and I was like, I have the greatest Napoleon Hill slash personal development collection of all time. And that's kind of what I went. I'll show you this in a second.

But the session gets worse. Then I get home. Then I got all the stuff. It's all laid out everywhere, right? And then I'm seeing Napoleon Hill stuff. There's all these other authors I've never heard of before. Right? So I start looking and I'm like reading that this person and this person.

And I start going deep into the history of like where these things came from. Right. So like Napoleon Hill was there. But Napoleon Hill's mentor was a guy named Orson Sweet Martin. Orson Sweet Martin is the guy who started Success Magazine, which by the way, I got the first edition of Success magazine from this guy as well, which is crazy cool. 1897, first edition, like, it was insane. So he was Napoleon Hill's mentor, but Napoleon Hill ended up working for him, writing for him.

And so I go to eBay, I type in Orson Sweet Martin, and Orson Sweet Martin had written like 50 different books, okay? And nobody knows who this guy is, so I went on eBay, and for almost nothing, bought every single first edition copy of every single one of Orson Sweet Martin's books. And then I bring to all his books, and he talks about this guy in the 1850s, who was his mentor, a guy who lived in Europe, in the name of Samuel Smiles, and he was the very first person ever to write about personal development. the first. And he wrote a book called self-help. He actually taught a group of kids how to be

successful in life. He taught this group of kids. And everyone's like, this was amazing. You should write a book. So he wrote a book called self-help. First person of the own book ever written. Orson Sweet Martin finds this book like 50 years later after he passed away, reads it, starts to Success Magazine. Boom, launches Napoleon. Boom, launches Jim Rome. Boom, launches Timmy Robbins. Boom, changes the world from one dude's book in 1850s. Isn't that powerful? And so, So, yeah. So I went back and I bought every one of his books and then his mentor's books. And then in the magazines, Napoleon Hill's like, I met this guy and I met a millionaire.

He told me read this book. And I'm like, oh, and I go to eBay and I buy that book. And it goes, the rabbit hole goes deep. And I'm so grateful for eBay because if I didn't have eBay, I'd be in a plane flying from bookstore to bookstore. Like, it'd be a nightmare. But I want to show you guys what it looks like about 120 days later after digging, jumping in this rabahole. Here's a 12-second video if I can get to play. This is in the ClickFunnels office.

Oh, obsession. Yeah. There's the rabbit hole. Okay. Literally, you can ask Jenny this. The male people know my name. They, like, not just the mailman who brings us the 40 packages a day, but the entire post office knows my name. But like, oh, we got 400 more books from Russell today, and they bring them.

and it's the greatest part of the day. Anyway, so I'm telling you this is to lead up some stuff. It's interesting if you look at what lasts beyond the moment. And this is something I've been like in my head playing with for a long time. I look at someone who, I look at someone like a Jim Rone, right? Jim Rone's amazing. Change so many people's lives. Look at Tony Robbins.

Does these amazing events change in everybody's lives. But what lasts beyond the moment? It's not the event. We do funnel hacking live. spent three million dollars, people come in, we speak, we change everyone's lives, and then minutes over, like the impact on the people there, it goes on, but everything that was created just disappears. But the written word lasts longer. This is my big aha I've been having. It's like, oh my gosh, like of all the things I've done, events, courses, book, like everything,

books are the only thing that last. I'm hoping in 500 years from now, there's a kid on eBay who's Googling Russell Brunson and finding my own books and buying them and, like, change the next generation of people's lives, right? The written word lasts longer. The other thing is interesting If you look at most of the people who've written books, most authors, they write a book, and when they die, what happens? It dies with them. Okay, but some people didn't. Who's lasted longer?

I started looking at who are the people that lasted longer than their lifespan? And it's few, but most of the people who lasted longer than the lifespan, one of the main reasons why that happened is because they wrote their books back before the copyright laws happened. Most of Napoleon Hill's works are in the public domain. So when he died, other people were able to get them. the public domain, they could republish and keep going, going, going, where everyone else is like, this is my copyright, they hold it so tight, they publish their thing, this is my copyright,

and then they die, and then it disappears. Is that interesting? Okay. And so one thing, I'm going to put this on camera right now for my posterity. When I die, I want everything that I've ever created to go to the public domain. I want the next generation to take everything I've got and, like, build upon it, keep going and keep going, right? Thank you. And you think about it, you look at Elon Musk, right? Like, you look at what he's done. Like, the reason why he is the richest man in the world is not because he hoarded his trademarks and his copyrights, right?

He created all this stuff and then he put it in the public domain. And now everybody can build electric cars and new kind of stuff because he didn't look at the scarcity. Like, this is mine. I have to hold. I have to keep it tight. He gave it to everybody and everyone can build upon what he's developed and became the richest man in the world.

So it's just interesting, but I look at this from us as people who are who are trying to change the world. Like, how do we live beyond, like, the moment? How do we live beyond, like, the launch? How do we live beyond our lifespan? How do we live on forever? Okay. Now, this became really real for me because, y'all, you guys know, my mentor, Dan Kennedy.

I had a chance. And I've gone through everything Dan's ever put out there, right? I've gone through his courses, his events, seminars. And then when Bill Glazer sold to business, some, I shouldn't say morons on camera, but some people bought the company from him and then, like, destroyed it. And then for like 10 years or, you know, longer than that, anyway, a decade, like didn't do anything. Literally for a decade, they didn't buy an ad. No new people came into the day.

Dan Kennedy world for a decade, right? The more and more people forgot about him, and it got less and less. And Dan's written a lot of books, obviously, which is nice, which I think has extended his legacy. But most of Dan's greatest work is not in his books. Most of his greatest work were his events, his life, his two, three-day boot camps he would put on in a group like this in front of the people he wanted to serve the most. Like, he had so much amazing stuff, and then it just kind of died.

After that first group bought it, Adam Woody bought the company and worked really hard to kind of clean some stuff up, and then I was in a really fortunate spot where they were trying to sell it, and we were able to get it. and as I took this over, I started, it was cool because we bought Dan Kennedy's, like, bought everything from Dan Kennedy. And the first thing they do is they set me a Google Drive link. I click Google Drive link and it's here's, boom, 40 years of intellectual property to Google Drive. And it's just like, this is better than eBay.

This is everything Dan's ever put out, ever. Most of have known people never heard of or ever seen. And I'm going from folder to folder to folder. And I'm just freaking out that, like, I'm now the steward of this. Like, what am I going to do with it? And I'm like, well, I could create a course. Most of these things are videos or audios or things like that. But they keep thinking through this, I'm like, the thing that lasts beyond, like, when, you know,

Dan almost died three years ago. And if that would have happened, it probably would have been the end. It would have dissolved the way in a decade from now knowing who Dan Kennedy was. How many guys knew who Dan Kennedy was before I told you who he was? About half of you guys. How many guys, first time here with Dan Kenny was when I was like, Dan Kennedy is the greatest. There's the other half. Okay?

You get smaller and smaller. Like each generation of kids, but each generation of entrepreneurs, right? Since I've been in this business now 20 years, I've seen probably four or five generations of entrepreneurs come up and down. But man, another 10 years or so, like most people would hear a legend of Dan Kennedy, but it would be over. They wouldn't hear anything else, right, which is interesting. So I was like, well, I, like, one of my goals, I told him this when I, like, my negotiation with Dan ahead of time was like, okay, this is the deal. I know who you are. I'm your biggest fan.

Like, whatever you want, I'm going to give you, like, and he was trying to like, if you want, I'm going to get a call, I can explain the value I provide. I'm like, you're Dan Kennedy. You don't got to explain nothing to me. me. I understand what the value you provide. But I was like, my goal is I want to make your legacy live forever. And he's like, well, it doesn't actually work that way. He's like nobody's legacy lives beyond them. What are you talking about? He's like, I tried it with, he bought Maxwell Maltz cyper psychosybernetics. Dan bought the rights from the family back in the day and tried to keep it going and then it died. And then he sold to Matt Fury, Matt Fury, tried to keep

to go and then it died. And pretty much, how many years here know who Maxwell Maltz is? Ooh, look at it. It's like 10%. Okay. He sold like $10 million. 10 million copies of his books, but the legacy died, right? Partially because the copyright's been hoarding, so no one else can build on it. It's interesting. So I was looking at this. I'm like, okay, well, we have all this Dan Kennedy's stuff. Like, how do we extend his life?

Like, what do we do? And so I'm going through all the archives, all the things, and we're putting together this offer. I'm going to talk a little about this right now. And at the end, I'm going to talk a little more about this. But when we put together this offer, this was, I wanted to figure out. Like, how did Kennedy grow his company back in the day? And they launched their company and grew it through an offer that they internally called the MIFK.

M-I-F-G-E. When we started talking to their employees and their team, we're like, how did you sell people access to the newsletter in the past? Like, the MIFK. I'm like, the MIFK. I'm like, that sounds so weird. And so we made fun of it. So much so that it's like when we write the headline for this, we literally have to put it into the headlines. so that I won't forget what it actually means.

So MIFI is the most incredible free gift ever. MIFKee, most incredible free gift ever. Okay, so this is how Dan Kenney launched his company back in the day. His whole goal was he wanted to print newsletter. That's how the medium he wanted to use. He wanted to be able to hand-deliver something to people's mailboxes every single month. And the way they got people in is by creating a MIFKee. And if you look at most of the great subscriptions throughout time, like think about Sports Illustrated.

How many guys remember when Sports Illustrator was advertising on TV really heavy, back in, like, the 90s. Okay, it was interesting. They tried to sell people's subscriptions of Sports Illustrated, but guess what? Nobody wanted to buy subscriptions of Sport Illustrated. So instead, they made the MIFKee for Sports Illustrated.

What it was, the Mifki was is, hey, if you get a subscription to our magazine, what we're going to do is we're going to give you this football clock and the Sports Illustrated swimsuit issue, the most incredible free gift ever until we beat it with Dan's. But, like, that was at the time, the biggest thing, right? And that built Sports Illustrated. And so when Dan launched his company, the same thing. Like people, it's hard to sell membership.

We need to create an incredible offer to get people in. So they had their MIFki. They launched it. So when we took the company back, it was kind of the same thing. Like, let's rebuild. Let's take what works and then build upon it. So we built out our first version of the Mifki. How many guys, by the way, went through this funnel and bought?

Yeah. For those who didn't, I spent millions of dollars buying this thing. We had the greatest team of all time. Even if you canceled the first day, like buy everything we do slowly, just to see the pages, like literally the first issue of the newsletters, just me walking through page by page, the numbers, the metrics, and stats, so you can see exactly what we did. So you guys can model it. Like, I'm doing this not for my own health.

I'm doing this to give you guys models what you can model in your businesses, by the way. So anyway, not that I'm trying to pitch you on this, but come on, it's the greatest free gift of all time, the greatest free gift ever for 20 bucks. Anyway, so we're going through here and we're building the software out. And as we were doing it, one of the first things we did is we found in the hard drives, there was a book series called The Lifetime Work of Dan Kennedy. Now, I don't have their design, because their design looked super lame, like a grandpa from the 1800s made it.

And I was like, in my mind, Dan Kennedy's like this gangster. Like, we make him like tough and amazing. And so I don't know my designers designed this cover. And now, like, that's the Dan Kennedy. I know. That's the guy who, like, brought marketing the world. So I need to change his perception because the Dan Kennedy that he's been putting out there wasn't quite as cool.

So we went in there and we found in the hard drive, they sold it at one time. 10 info summits ago. It was like six binders of all of Dan Kennedy's swipe files. It was like literally, if you hired Dan Kennedy for a console that you fly out there and he's got these big filing cabinets with all the swipe files where when you ask him a question, he walks over, pulls out a filing cabinet, pulls out the thing, like, oh, here's 400 ads that'll help you with what you're doing. So this offer was like his swipe files, his filing cabinet. He put together way back in they put in this like six binder set. So we took it and put it into this book set, made it look really, really good and started selling this.

it's the first upsell here inside of the MIF keep. And so again, we did design, it may look awesome. And we took this thing that was a digital somewhere and turned it into the printed, like the written word, print of word again, right? I went a little deeper into Dan's archives and I found out that between 2012 and 2019, for his diamond members, he, if you guys have heard the legend of Dan Kennedy, he doesn't have an email address to this day. All my correspondence with him happened through facts, because that's the only way you can talk to Dan. We tried to buy a fax machine. They don't sell fax machines anymore. Do you know that? Unless it comes in this huge, big old printer, because we were trying to do a funny video ad,

and Jenny ran down there, like, you can't just buy a fax machine. That's not a, like, I think there's two people on the planet that still use them, and one's Dan. Anyway, so, but it was so cool. So Diamond members paid $300 a month, and for seven years, every single Friday, he would write a fax, he would fax it directly to the fax machine of his members, or to the e-fax account for all of us who didn't have fax machines. Anyway, and so he wrote this thing, sent it out. It was amazing, and then it just died. The 300 people who were on Diamond got it, they read it, changed their life, and then

it just disappeared. Like the legacy, the thing just ended. And for me, it's like a student of Dan, I'm just like, oh, and so I'm going through the folder, I'm reading, like, being facts after facts. I'm like, some of these faxes are so insane. Like, they're amazing. In fact, one of them, this is one of the one I can remember on top of my head, but Dan had just went and seen Batman.

the third Batman with Bain, and he's like, and Dan's grumpy about everything. So in the facts, he starts with like, I just saw a stupid movie about Batman, but he's like, but there was one principle that was really good. So how many of guys have seen the third Batman with Bain? So you know the scene where like Bain breaks Batman's back? Oh, and the Batman's thrown his pit, the pit of, what do they call it, the pit of, no, this is spare, that's from, yeah, Princess Bride. Anyway, he's in the big pit, right?

And so he's down there, healing his back because, you know, you can heal a broken spine without anything in like weeks like it happened for him. But he gets his back healed. And then like the legend is if you climb out of the pit, you're free. You can get out. And so everybody tries to climb out of the pit. And so they tie this big huge rope around themselves. They climb up the pit.

And then they jump to try to get their freedom. And then they always fall and smack into the wall and they never make it. And so Batman decides, I got to get out of here. So he ties the rope around his waist, climbs up, jumps and like misses the thing and smacks. And he does it day after day after day. And then finally this old guy who's in the, the jail with Batman down there. It says there's only one person that's ever escaped.

And it said, well, who escaped? And there's the whole legend. It said the reason why that one person escaped is because they jumped without the rope. So when you have the rope on you, you've got something holding you back. Like you're like, oh, I might not make it, so I'm going to have a rope. And so when you might not make it, you don't jump the same way as if I have to make it. Right? And so Batman heard that.

He comes back to the hole, doesn't put the rope on, climbs up, and then jumps with everything you have. has, boom, catches it, gets out, and then saves Gotham, right? And Dan shares that in the facts. He tells the story. And he says the power behind that is that so many of us entrepreneurs was like, we're trying to do the thing, trying to hit our goal, trying to do something. But we're doing it with like a rope on our back, like, oh, I might fail, but I'm going to try. Hope I don't fail, but I'm going to try. But I hope I don't fail. And we don't make it. It's like if you want to have success, you got to cut off all the ropes and just go for it. And that was a fax from Dan Kennedy like 15 years ago. I'm reading this one thing. I'm

I'm like, this is amazing. So many people need this and everything else. And I think it's like 300-something faxes. So I messes Jenny. I'm like, Jenny. Here's the fax folder. Turn this thing into the written word. We need a book that we can then sell and we can use.

And so she put it all together, put it in this huge book. And now this is the book where we're launching in like a week or two from now that gets people to upgrade to the diamond membership. So someone wants to get the $300 a month level. If they want to get these faxes that I upgrade to the diamond level, then we give them the book. But now this book, all this facts is, all the work that Dan put in once will hopefully now live forever.

It'll be selling this thing until the day I die and then beyond because it'll be in the open source and you guys don't sell it. It'll be amazing, right? But that's kind of, again, my mind says, like how do we turn things into the written words so they last longer than just ourselves? Next one. Dan Kennedy's got two really good courses he did. One's called Personality and Copy. Who here went through the Personality and Copy? I know most inner circle members did.

Another one was called the Influential Writing Workshop. Anyone go through Influential Writing Workshop? So it's literally Dan's greatest work and one person in here's gone through. it. What are you guys thinking? Come on. This is me. But it's, I understand, it's, courses die. Influential writing workshop was before they had video cameras. They just had a microphone. So all this is audio. How many guys want to listen to Dan talk for 25 hours? Yeah, like four, yes, I do. But most people then, right? And so what happened? This thing he created, he put time and effort and blood and sweat. One of his greatest things he ever

created and people who were there experienced it and then it was over. People come in Funnel Hacking live and it's over. And they miss it, right? It's over. Like a sliver of the humanity ever gets the value from this thing that was created. So for me, it's like I need to help Dan live forever. But I also have a lot of stuff about story selling and storytelling as well. So what I did is I took all of Dan stuff and we have some really good writers and editors who are taking it. And have you ever, like, just gotten straight event transcripts and you read it and they're kind of weird. Because like when we talk face to face, I can explain something three or four times. But when you read a transcript and someone explains something three

or four times makes you look like an idiot. Like, I've tried everyone in my books. I'm like, I'm going to record myself talking and then I'll just transcribe it. And my book will be done. It doesn't come off the same way. So we have someone who's gone through literally both of those two events and then one of my events and like taking it and rewritten it, not rewritten it, but like fix it so everything's in line and it just makes it's awesome. And so this will be a two books set coming out later this year. But it's everything Dan's have written on personality and copies, his influential writing workshop and then my story selling my epiphany bridge and everything into this book set where now I can launch this

thing and it'll be out there for forever. Okay? Because the best, it's interesting, the best I ever taught story. It was actually at the original fat event. Who here? Was anyone here at the original fat event? With Inner Circle, I remember Brandon and Kailen and Hermozzi. There's probably like a handful of you guys with the original, original fat event. And that was the very, it was like the week after I'd sent the manuscript for expert secrets to the publisher.

And like, it was the most top of mind ever. And I taught it in a way that was different. But once again, there was one person in this room who was in that room. No one has never seen it. So now I'm taking those pieces back out now. making it live beyond ourselves. Okay? Well, this can go forever. And someday in 500 years from now, someone will be on eBay and type in

Russell Brunson, Dan Kennedy, also this will come up, and somebody in some future generation will be able to continue to run with this and build upon it and go from there. Mind hijacking. How many guys went to the Dan Kennedy's mind hijacking event? Yeah, it was insane. Literally, I was on a call with Dan last week. And he started talking about mind hijacking, and I just finished going through the course. I was like, dude, I went to that course.

It was good. He's like, yeah, it was literally the best. best thing ever, no one's ever seen it. I'm like, don't worry. I'm going to take that thing. You spent all that time and energy and effort, and we're going to take it and it's going to live forever by turning it into the printed word. A couple of things I want to caveat on this is what I'm doing with these books is not what I'm doing with a regular book. My traditional books are seven bucks, free plus shipping, whatever, right? With these things I'm doing is I'm trying to create high ticket expensive books. The only person in our market really doing this right now is

Ben Settle. Anyone here follow Ben Settle? If you notice that every month or so, he launches is the high ticket, expensive book. They're like $300 to $1,000 or more. And I bought every single one of his. In fact, the $1,000 I bought twice because the sales pitch was so good. I bought it, and it showed up, I was like, oh, I literally haven't.

I was like, oh, it's right there on my shelf. So I'm one of us. I understand. But I want to create things like that that are, like, my goal of this is to try to shift the market to increase the perceived value of the written word. I sometimes like, oh, it's just a book. Like, okay, they're books that are important,

but I want to create something where the perceived value is bigger. So these are going to be expensive, $300,000, $500,000 books and beyond. They can get passed on. How many guys have been to every single Funnel Hockey Live in the past? Is it just Dave? It's the only one? And my team. And Todd, yes, Todd's been everyone.

So Garrett White, for example, spoke every single one. And it's been interesting, if you guys have seen Garrett's transformation, from Garrett to, like, wah, to Garrett, like, all dressed in white. And it's like this fascinating thing, especially when you listen back to back, to back, to back, to back. But no one ever has because, yeah, it's video. It disappears. It dies. And so right now we're taking Garrett's, Garrett actually has noticed yet.

This is going to be surprised. So don't ruin it for him. But we're taking all of his presentations and doing the same kind of process, turn into a book, where now that can live beyond itself. And I'm doing it. I've got probably 15 of these, maybe more. You guys, Jenny, she'll make fun of me. But in production right now, because I'm trying to take all of Dan Kennedy's work, all of my work. All Napoleon Hill's work, all the people that I have stewardship over their intellectual property and help it to live beyond itself.

Because I feel like if we're not careful and if we're not building on each generation like this, it's a really, really scary thing. I'm going to talk more about it probably late tomorrow night. Oh, do I talk about it? I'm going to re-talk about tomorrow night. But those 250 pages, Napoleon Hill, that I found of his hand typewriter, there was one section. and it was he titled it um my interview with thomas edison after he died and it's this whole conversation he had a thomas citizen after thomas said it's in the past and it's fascinating anyway i got chills just rethinking about as i'm reading it i um it's crazy because what

napoleon he would he would have conversation with people would pass on he'd like thinking about okay who's someone i admire i look up to like he Thomas Edison he's like okay i want to like what would thomas say to me sit on a typewriter he type a question and he said just ideas would flood into his mind, as if Thomas Edison was sitting there, like, telling him what. So he'd, like, type the question out, and he'd start typing everything that would come to his head as fastly could. And so these 250 pages are like, question, answer, question, answer. And it's fascinating because he asked Thomas Edison, he's like, you're dead. How are you having this conversation with me?

He's like, I'm dead, but he's like, but I'm here in spirit trying to continue on my life work. He said, he said, I don't longer have a body to continue my life work, but I'm trying to find other people who have bodies who I can inspire them to take on my work and move forward. And for me, there are two things happen. Number one, when I heard that, when I read that, I got chills. I was like, okay, number one, there are people trying to inspire me to continue their work. Napoleon Hill. Like, all that Samuel smiles, like, all these people I'm buying their stuff, there's got to be a different reason. Like, there's stuff that they've said that's been dead to the world that I'm supposed to be bringing back and sharing and bringing back, right?

And I definitely feel like I've been inspired to do that from these people. But it also gave me motivation. Like, when I die, I don't believe it means I'm dead. I believe when I die, the work that I'm creating right now that I'm trying to, like, get into this world because I'm, I feel like I'm in a rush to get something out here. When I die, it inspires me knowing that, like, there's people when I'm past. I can hopefully give them my ideas and help them continue to run. Like, we're all building upon these different things, right?

If we have to start from ground zero, like, how sad is that? So anyway, that gave me faith and hope and excitement just, like, reading that. And I don't know if it's true or not, I believe it is, but regardless, it gave me motivation on that. Like, we need to keep these things because if people stop reading books, if people stop consuming, if people stop learning from the last people who were here, like, what a tragedy that. is. I feel blessed, like, so many of the principles that I've learned from Dan Kennedy, I've been able to, like, build this ClickFunnels platform on. And so many guys have benefited from that. And I'm hoping that I'm watching right now, all of you guys in different

industries, like, taking some of the frameworks and platforms and building all those. And, like, anyway, so I don't know exactly what I want to go to that other than I just think it's really, really cool. So, all right, I got two more things to share you, and then I'm going to open up Q&A for about 20 minutes. Does that sound good? Cool. Okay, so the first thing I want to share you is we create this MIFGI offer. I don't have the exact numbers in front of me, but of all the funnels I ever created, this was the one that had the best metrics, meaning the highest earnings per click and the highest average cart value. In the past, the way that they launched their newsletter, it would take them like, I think it was like five or six months to break even. The last time I looked at this, the average cart value of this funnel was like $303, which means I can spend $300 to get a newsletter subscriber for. this thing, which is insane. It means I can spend so much money. And we are, probably see my ads everywhere. And so I saw that. I was like, if I can spend $300 to get a trial customer into a newsletter, like, I should funnel hack myself, right? And so I did a podcast on this. I'm like,

everyone, I shared this with like dozens of people like, oh, that's really, really cool. I was like, I'm not telling you this for you, like, oh, that's really, really cool. I'm telling you this so you can copy it in your market. Okay? And so me, I was like, Russell, you just told me how cool this was to get people to sign it for your newsletter, you should use the same tool to get people sign it for your software. And so we created it a MIFCII offer for ClickFunnels. How many of you have seen us launch this over the last week and a half or two weeks? Okay, a couple interesting things. For us to get somebody to sign for ClickFunnels trial, John said the exact numbers, but it's like $150 to $200 to get someone to take a free trial, okay, off the ClickFunnels's homepage.

Right now it's costing us $60 to get someone to get the ClickFunnels, MISkey, which gets them in. And on top of that, our average card value, it's lower than the Dan Kennedy one. I think it was like 150 or 175, am I close on that? The car value. So the normal trial is costing almost $200 to get free trial. There's no up-sells or down sales. So we're in a whole $200 when someone joins ClickFunnels. Now, when someone comes to this funnel, it only costs it $60 to get that person who

would make $150 point of sale. You see how that works? So like ClickFunnels was growing, but now it's going to grow way faster because we funnel hacked ourselves. So if you guys have any kind of continuity or membership or anything, like, look at these two funnels and model. You'll notice how almost identical they are. Like, in fact, it was funny. Our design team initially did it and it look way different. I was like, this looks awesome except for it doesn't look like the one that we already built.

I'm like, make it look like this. But we're trying to like make it different. I'm like, no, we're literally copying ourselves. We have full permission to copy ourselves. So just copy. Like, we know this works. Don't deviate from the thing that works. Okay.

And if you notice, when someone gets both these offers in the mail they get the printed word. Okay. I want people getting this, the printed word, there's magic, there's power, there's something different at last beyond just the moment more so than anything else we can do. And so I want to show you that, just kind of share that so you guys can look at those, go through those funnels, funnel hack them, but then think about that for yourself, like, how can I create a MIFCII for my business? What would that look like?

How would I create it? What would I do? And then start thinking about, as you guys are creating what you're creating, like, if you do a live event, if you do a course, if you do something like, can you make a high ticket printed version of that. Like we have our two comic club live event, um, the virtual event that we do, which I'm super proud of. I love it. It's some of my favorite things. Right. Every single time we do it, the first time I think we had 5,000 people. And the second time was like 3,000, then 2,000. Now we get 2,000 or 3,000 every time every quarter when we run that. And it's

amazing, but then it's over and then it just, the impact of the people keeps going, but then like it ends. And so I'm going to take all that and I'm going to turn that into a high-ticket book that we can sell, we can put out there into the world that, like, people can have that will last beyond just the moment of the actual event. And so this is where my mindset's ax. I'm trying to figure out how to live forever beyond like my days here. And it's all about like continuing on the legacy. That's why I think the written word, the print word is the most powerful thing we have

is entrepreneurs. And so that's the one to share. All right. With that said, that good? You guys like that? Okay. All right. Question over here.

How do you go through the content and get as much out of it as possible? Because I feel like I get something. I scratch the surface. I get the next thing. I scratch the surface. Some of them I get into more depth, but you've obviously gone really deep. Great question. I actually literally have been talking about this tomorrow, but I'll give you the short version

and we'll go deeper tomorrow. One of the mistakes people have is that if I'm going to go through Dan Candy course, I've got to implement every single thing that Dan says along the way. In my mind, there's two types of teachers and two ways that I consume stuff. Okay? I feel the hero's journey, there's a guide, right? So a guide is someone who gives you a framework that goes from A to Z, and the goal of like consuming this content is to do number one, number two, number three,

and I'm trying to get something done, right? So like the two CCX program is very much A to Z. We're trying to go like, here's the first thing, second thing, third thing. The way to consume this is you listen to A and then you pause it and you do A. Then you listen to B and you do B. And that's the way you consume when you're learning from a guide. The second type of learning I'm doing is to change my belief patterns, okay? So my belief patterns are different.

I'm not listening to Dan Kennedy trying to go from A to Z because most of this stuff is not very much A to Z. He's like mind hacking. He's like 49 different mind hacks you can do to your to whatever to your business. Right. So I'm listening to that. Not because I'm trying to go in A to Z. I'm listening because I want to figure out like pieces I can implement in here. Like, oh, I can use that. Oh, I can use that. But more so it's because I'm trying to change. I don't know how to doodle this, but I'll draw this. I'm trying to change my belief patterns inside of my head. So I'm consuming this of over and over and again. I'm just consuming it to enjoy it to change the, to change the thoughts inside of my mind. Right. Tony Robbins for me is the same way. I listen to everything Tony's saying.

but I'm not implementing everything Tony's saying because I don't need to at most points in my life. But I want Tony in my ear and in my head all the time because I want to start thinking like Tony. I want to start acting like Tony. I'm trying to change my belief patterns. Most people are using TV and horrible music and these things to like subconsciously program their belief patterns and they're jacked.

So I don't want that. I'm like, who are the people that I love, that I respect their opinion? I want those things happening in my head all the time. And I'm not learning to try to like implement everything. I'm just listening to like to like shift my internal belief patterns. and then as things come up, like, ooh, I can use that one. Oh, that one I can't use. I'm going to store back here because someday I'm going to be talking to so-and-so at the bar

or someone's asking me a question. I'll be able to like, oh, I heard Dan say this. You're like, this can help you. But I'm not trying to do everything A to Z. If you try to like learn everything A to Z, you're just like, oh, I'm going to die. And so for me, I'm only doing one of these at a time. Like, I'm picking a guy and I'm focusing on one step by step process at time, and that's it. I don't want to be doing two.

Two will make everything go crazy. But I do listen and stuff like this all the time, looking for the nuggets that can apply to the framework that I am doing, and then to shift my internal belief patterns, so I can think like Tony, think like Dan, think like the people I respect. So when decisions happen, I just, I think differently than I, than I would by myself. Does that help? Cool. And I said, we'll go deeper in that tomorrow. We're going to go deep into like subconscious mind and a bunch of cool things that'll help, hopefully. So question about creating the world where now there's a lot of overlap from one program to another to then to the book. So any thoughts to share about how do we sort of

draw that segregation line between people who have come to the event versus the book, just kind of created that infrastructure around now so many different products. You're talking about in my world specifically? Yes. Good question. I actually did a podcast on this literally last night. So in a week from now it'll come out and you can listen. I'll tell you.

Okay. So what I talk about the podcast was interesting is. How many guys know Brooke O'Sillo is? There's no Brooke. So Brooke has got probably the one of the biggest, not the biggest info product companies that I'm aware of. And she has one framework she teaches. She's got one framework. It's five steps.

And that's her framework. And you can go on a podcast. She talks about it. You can get for free. You can get your blogs for free. You can like, it's everywhere for free, right? But then she's got a $300 month membership site that like teaches people how to apply this. in their life in tons of situations.

Like, I'm struggling with smoking. I'm struggling with this. Like, just tons of different ways. Like, practical application of the framework. And then from there, she's got, like, an $18,000, if you want to become certified on her framework, 18K. And so she's got one framework that she's basically done the same thing. And I want to show it, because some people,

when they're trying to be an expert business, they get overwhelmed. Like, oh, Russell's got 2,000 frameworks. I need all of them. I'm obsessive compulsive, so it's a little different. For me, like, I've got my core frameworks. Like, this right here. These are Russell's frameworks. like everything we teach is inside of here right like by frameworks from value ladder to different

funnels and the funnel like sales scripts and like that's everything around like the structure of a funnel and then like how do you sell inside the funnel expert secrets is like all that stuff like how to write copy how you tell the stories how do that kind of stuff and then traffic is how to get traffic but this is like this is russell's frameworks okay and so again I talk about these for free on podcasts I talk about them in videos everything you can buy the books for not that much money and then it's like now each step in the value ladder we're going deeper on them right so if you do like the one funnel away challenge one funnel way challenge we pick one framework boom we show you how to build one certain type of funnel one certain type of cell message one type of traffic so we're just picking one one type of traffic so we're doing that's the common club x the same thing two comic club x we're not saying here's every russell's framework they're all there but we're saying here's specific framework we're on the specific framework if you're on the ecom side it's specific you should focus on the expert side it's a challenge framework if you're on the ecom side it's getting a product with Allison, cart funnel, driving traffic. So there's just very specific.

We're picking certain frameworks. And in that window, like, if you're at the zero to two comma club area, like, it's just blinders. Like, Russell's got a thousand things you can do in the books, but these are the only two that matter until you hit a million bucks. So just do that with blinders and ignore everything else. That's your A to Z. Like, do not deviate. If you're in the, are you in the expert side or EECOM side? The expert side is very simple.

So, A, like, number one is like, launch a challenge, build your course, do a webinar, do a webinar, scale it with ads. That's it. Like, don't only do that. That's it. Right? If the e-com side, it's the same thing, there's a very specific path. Now, what's cool about it is you come to a mastermind like this, right? And we're sharing different ideas and things like that. My goal with this is not for you to be like, oh, I need a tiny offer and I need this. And I'm trying to do every single thing. It's saying, does this, like, will this help me in my path? If not, cool, like, maybe I'm not ready for that yet, but I'm going to put it or like, I understand that now. I'm going to put it here and I'm going to be able to do that in the future, right?

or the other cool thing about this is let's say you're doing a challenge right it's like i'm working on my challenge funnel right now we're a challenge funnel uh challenge funnel uh challenge funnel panel that's yesterday right it's like oh they talked about the badges i could use that oh they talked about this i could use that when you guys are networking and masterminding here on the property same i think you're in groups like finding people are doing like oh cool i could i can add that to my thing like oh i don't need that right now but that's really cool or like oh i love how you how you look at your business i love how you're doing stuff and it's keeping those things separate um Because here's like the core is keeping on the path. We're going to give you a million times more things than you need. But just understanding, like, it's because everyone's a different path, different journeys, and we've got to serve everybody. But for you, it's being very clear, like, this is my path. I'm not deviating it. I'm just doing step one, step two, step three.

Everything else I'm learning is like, how do I, what can I apply to this or what's something that's going to be in the background, right? A lot of you guys, my presentation today, you're like, that's cool, in like 30 years from now when I care about impact. Then I'm going to write a book and we're going to do some stuff. That's really cool. You don't have to write now. But I want that in your head.

I don't want you guys thinking about that because for me, I started finding more and more fulfillment as I shifted from, like, money for me, money for customers. How do I do this so that in a thousand years for now, the thing I'm doing now still lives on? Like, that gets me so fired up today thinking about the impact. And some of you guys, that's not where you're at. Some of you guys, that's where you're at 100%. Right? And you're like, that's what you're thinking about.

I was like, I did this thing. I'm making money, but like, go, like, how do I get beyond? And so, yeah, you're going to learn a lot of things, but just remember, always remember. Like, there's a framework you're going through, stick to that, and everything else is they're helping you increase your belief in yourself and what you're doing or it's like tweaks and changes and things you can implement to help helping the pieces that help cool thank you hey russell ethan king from atlanta i'm really fascinated by the the high ticket books especially the one thousand dollar book that you mentioned could you repeat the author's name

and talk a little bit more about the the sales letter and how you structured the offer yeah um so Ben Settle is the guy. If you look at Ben Settle, Ben Settle's business is really, it's really interesting. It's pretty simple. So all Ben Settle has is a squeeze page. If you go to Ben Settle.com,

there's a squeeze page. And then you put your email address in here. And then he sent you an email every day for the rest of your life. Literally, I joined his list like 12 years ago. He's not missed a day yet. Like every single day. And most of the things are,

pitching his $97 a month email players newsletter like that's his that's his core business and um uh he did that for basically man I don't know 10 years or so and then um he was trying to figure out way to he he calls it in one of his books he calls Operation Money Suck which he got from um from Gary Halbert but it's like how do I suck more money out of these people so what he started doing was he was like well I've written a decade worth of newsletters so 120 issues right once a month for 10 years, he's like, I'm going to start making themes. He's like, well, what are the newsletters I wrote on this topic?

He's like, oh, in the last 10 years, I wrote 15 newsletters on this topic. So he literally just takes the 15 issues of the newsletter on that topic, puts them together in a book, and then he kind of has commentary that takes from page one to page, from issue to issue, and then sells it as a book. So like, hey, the last 10 years I've been talking about, you know, all these things, but I had a lot of, you know, in these 15 issues I talked about, blah, whatever it was, like affiliate marketing or how to how to build a list or how to um whatever his different whatever his topics were and if you miss any those issues like they're all in here plus

the other commentary and other things like that and the book is $297 if you get on this list you'll start getting me because now he's gotten like a dozen of books like this he's built and so every month he's pitching one of them to the list um but and there are different price points from from 97 bucks to a thousand bucks and all sorts of different things but he's just for him it's just the long-form sales letter. He's got no video. Just that's what he does. And mostly he sells it just to his own people. It's not like he's buying ads for and things like that. It's just his existing list who has a relationship with him. He likes and knows him and trust him. He does these book drops and I bought a lot of books from him. Who here's bought a Ben Settled book?

Yeah. He has one that explains his version of the model. And I used to know the URL off my head. I can't remember now. Anyway, I can post that in the group and I find it. But yeah, that's kind of how he ever does it. So I'm obsessed about legacy too. I'm always thinking about what allows us to stick around. I'm watching the Giants behind us. And I'm just really curious of when you were searching through this and looking all the different types of mediums

or through like relationships and being continued on like you're continuing Dan Kennedy. Why did you come to written form as the primary one? What's really stood out as that as the medium that keeps living? Yeah. Well, I think so for me as I was buying all these courses and these books, everything on eBay could find And, like, there's not, like, also Jim Rohn did.

Like, there's a couple of books out there he wrote, but there's not much, there's much else, right? Tony Robbins has got his four books now, but Tony's not the best author ever. Like, I love Tony. He's the best in the world on stage. But as an author, like, he's only got four books. And they're good, but they're not great. He would tell you that.

He doesn't like writing books. Like, so when he's gone, like, that's what he left behind. Like, UPW, he's done 10,000 times. It's almost identical time to time in time. like it's it's gone when tony's gone it's gone oh one thing i forgot to add um that i'm doing with these books um is i'm making my multimedia as well meaning like when you're reading the have it all book you'll open it and in the chapter one of garrett's thing there's a QR code and you scan it and boom it'll pull the entire presentation so you can watch it or you can read it because CDs and

DVDs don't live on like i tried to buy i bought so many people's like cassette tapes DVD sets record sets and i have them but i can't consume them now right Napoleon Hill had a record set. In fact, all my Category King members, I got original copies from them. I sent them out, like, Napoleon Hill, like, record set, which is so cool. But, like, no, have any of you guys listened to them yet? No one's got a record player. No one's got DVDs. Like, Dan's whole entire world was DVD. I used to go to their event in the back room. They had every course on DVD. I bought, they had a package called a whole enchilada. I had them all shipped to my house. I don't have a DVD player anymore.

But books will never die. Like, I can always flip through a book. Like, that's the thing. It's, like, every other source, like, eventually just disappears. right? And so that's my biggest thing. It's the thing that, that, you know, if there was an EMP and, like, bomb that blew up and everyone's electricity goes off, like, we can still read books. Everything else is gone. So that's why I've been obsessed with that. And, like I said, from my own personal standpoint, like, I've launched probably 60 courses in my, in my days. Only people talking about are my books. Never had someone come back. Like, that microcontinity course changed my life. We sold a crap ton of them. Never. Books, they always tell me. There's

something about, I don't know, there's something about the written word that's different that, anyway. So, I don't know, I could be wrong, but I think I'm right. Hey, Russell, so I got the MIFki, right? Newsletter, I bought it, man, it's awesome. And so I actually funnel hacked it and looked through it, but I was curious, like, what's your mental framework for developing a MIFK and, like, what kind of categories you want to make sure that you hit when you're creating that? Because I saw with the Dan one, like, you hit on, like, saving time, you hit on a lot of different areas. So I just, just love your mental framework to hear on that.

So a couple of things. Number one is, like, we want, this is, like, for a lot of people, the first introduction, right? So, like, we got to give them something that's amazing that's going to get them. So if you look at, on the Mifke, we, the Mifke is, like, a blend of me and Dan together, right? So it's like, the best Dan Kennedy thing we could give someone's a magnetic marketing book because it's, like, the foundation. Like, here's the, like, you read this, like, oh, I understand the foundation of Dan Kennedy, and then we can build upon it. And then on my side, we gave them the, as you know, the, the, the, the, the, the, the,

they go 74 funnel swipe file so a whole bunch of funnels so that gives them like eye candy of like all these are funnels are and they're so excited so that was what we shipped to them uh because we want to get something physical in their hands and then from the digital um in the members there we're again as you mentioned we're trying to different things like not just like because there's marketing people there's sales people there's internet nerds there's um you know there's a lot of people we're kind of hitting with this like Dan's list and my list and so from Dan's right can we need something about like marketing and sales and then like the time management is just always I don't know, people love that stuff.

By way, Dan, Kenny's time management course is the funniest one ever. He talks about how, like, if you want to contact Dan, you have to, you fax his assistant. His assistant once a week takes all the faxes and FedExes it to him. He gets the FedEx's, he handwrites back on him. He fetxes the FedEx back to you, and then his assistant scans, like, texts you back. Like, that was his process. And his whole thing's like, if you separate how fast people in communication, they actually ask you good, intelligent questions, they think through it versus, like, texting 800 times.

Anyway, it's the best time management course ever. But, yeah, on that side, and then on my side, I'm thinking through, like, people are coming in from his world, like, they need, like, one of the foundational things they need for me. So we gave them the funnelology course because it's the foundational, like, funnel theories, right? And then we gave them, like, the audio versions of my book, not the audiobooks, but like the audio events we did just to teach them the core fundamentals of Russell Brunson. So that when they came into that world, they understand my core philosophies. When my people came in their world, they understood his core philosophies. And together, we can start. Now the newsletter makes sense.

Without all those things, the newsletter, there's not a lot of context. We're just like, I'm getting this random thing in the mail. But if you have the initial foundational context, then we can build upon it. And so with ClickFunnels was very similar. We put the funnel hacker cookbooks, like, the recipe is like, here's a ton of funnels you can create for any circumstance you might have. And then the 30 days is because still the majority of people that join ClickFunnels are brand new beginners. So 30 days book is like, here's 30 different ways you can build a funnel to make money. And so it gives them those core foundational things.

And then from there, we have obviously software. And then one cool thing we did is we took our, you guys know, we have like our five-day lead challenge versus a free challenge. And we have our OFA, which is our pay challenge. So we gave everyone our five-day lead challenge here. But we gave them coaches in there to help coach them through it. Because if we can get them to generate their first lead on click funnels, they almost never leave. Like that's one of our metrics. If they set up a landing page and generate a lead, we've got them for life.

if they don't during that first 14 days we lose them so now we give them the training showing how to set up their their first funnel which is just a landing page and uh and so we have coaches to help them to that process and the end of those 14 days of coaching then those coaches upsell them to the oFA page challenge on the 14 days later and so those are kind of things we we plugged into those um i don't actually have a question but you just skipped over it really quick with what you sent us so the category kings in the group russell bought all of that stuff, put it on an airplane, flew it to his place, and then he showed it to all of us and told us not to tell anybody about it. So it showed a Christmas time, something showed up

in my house. It was a big box, and he skipped over it. It was a success course from the 1950s that he bought, that he sent us that sells for a couple thousand, five, ten thousand dollars on eBay. And this is him earning a customer for life. And so what I took from it, my wife actually got me a record player for Christmas. I opened up, and there was a record player there. And so I raised my hand. He didn't see me. I was the only one. And I had a mastermind meeting in January and I was able to play some of those records for 300 people at my mastermind. And so exactly what he's talking about right now is actually happening that he doesn't even know about it. And a lot of people don't know about it. But Napoleon Hill was talking to my community and talking to their soul

and they're taking it and they're going implement in their business and the trickle-down effect is happening like the ripples are going out. So that's the kind of man that standing in front of us all right now is giving away the stuff that he's buying to his community. Can we give it up for him? Thank you.