Marketing Secrets with Russell Brunson - The Power Behind Virtual Curated Events

Episode Date: February 9, 2024

For those who've done events before in the past, you know how sad it is to see so many powerful moments left in the past after each event is done and gone. But what if there was a way to revive that content and use it to continually sell your high-ticket backend products? You get to be the DJ and remix the messaging to meet each customer where they're at today! Hear the full story behind how we've used curated events with TwoCommaClubLive.com plus a few new ideas of what we may do next with future curated events. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Secrets of Success Two Comma Club LIVE Learn more about your ad choices. Visit megaphone.fm/adchoices

Metro links and cross links are reminding everyone to be careful as Eglinton Crosstown LRT train testing is in progress. Please be alert as trains can pass at any time on the tracks. Remember to follow all traffic signals. Be careful along our tracks and only make left turns where it's safe to do so. Be alert, be aware, and stay safe. Welcome to the Marketing Seekers Podcast. My name is Russell Brunson, and I'm what you call a serial entrepreneur, but with a twist. You see, 50% of my time, I'm the CEO of ClickFunnels, helping over 100,000 brands to grow their companies with funnels. And the other 50%

of my time, I'm actually in the trenches using ClickFunnels to grow the startups I believe in. During this podcast, I'll take you behind the scenes and show you how we are bootstrapping ClickFunnels and my other businesses from startup to nine figures and beyond. Welcome to the show. What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. And I have an idea for you guys today. Something that this will be my second time doing it. And it's really interesting and cool. By the time you guys are listening to this, I'll actually be in the middle of it.

So we are launching the Two Comic Club Live Linchpin Edition. It's a live virtual event that's starting, I think, it starts for me tomorrow. I think you guys will be getting this today. It's live. So if you want to go see it, go to twocomiclublive.com. It's the event. It's a three-day virtual event. But it's what i'm calling a curated

event so let me explain what that means like this isn't gonna be applicable for everyone yet but for some of you guys this will be really really applicable how many guys have done a lot of events or trainings or teachings or things like that or you run your own events or like you know like i think about us we've done nine funnel hacking lives i've done a million inner circle events i've done you know there's like so many things, so much content, so many things that we've done, trainings on over and over and over and over again all over the place. And there's just so much cool stuff that's come from it. But a lot of times the event gets done and you never see it again.

You know, it gets put in a members area. You saw the replays. People watch it for the next week or two and then it's done. And it's like, I don't know about you, but like when I put in this effort into something, I'm like, I want it to live forever, you know, especially the presentations I did that I nailed it. And I was like, super proud of like, I want everybody on the planet to see this because I think it's going to help change their lives. So that's what I keep thinking about is just that, that, that concept. And so a couple of years ago, right before COVID, so we did Funnel Hacking Live

right before COVID. And well, I'll tell you the full story. This is probably too TMI, but here's Russell being vulnerable and honest. So if you go back to like 2018, I think is when we launched 2ComicClubX and we sold it at Funnel Hacking Live and we did over eight figures in sales, which was the very first time like, oh, that's amazing. Then we did it next year, boom, did eight figures in sales next year. And then we did it again, it kept happening. And then I had this brilliant idea like, hey, we have this thing that's amazing. Then we did it next year. Boom. The eight figures themselves next year. And they did it again. Like it kept happening. And then I had this brilliant idea. Like, Hey, we have this thing that's working really good. I should change the name of the whole thing in the process. And so I changed it from two common Quebec's to the funnel hacker

collective. Cause I thought that would be really cool. One of my designers designed a t-shirt and called it that. And I was like, Ooh, the collective. And I thought it was so cool. So at this FHL, like the two weeks before COVID hit, um, I changed the name of it and I thought it was so cool. So at this FHL, like the two weeks before COVID hit, I changed the name of it and I launched this collective. I was so excited about the messaging and the branding and the t-shirts and logos. And we launched it and it was the first time in like three or four years that the coaching offer did not go well.

And I could tell because normally after people sign up for coaching, they get pictures on stage with us. And usually the line wraps around the entire ballroom of the event you know we're up there for two hours and this time i looked out it was like a fourth of the ballroom and i was like i mean i don't pictures in like i don't know 20 minutes and i was like oh dear me like you know photo acting live costs us you know all the ticket sales doesn't even cover the cost of running the event you know like we'll sell 5 000 tickets at a thousand

bucks a pop plus we have you know people bought who pre-bought during the event earlier and all stuff so when all said and done like 100 of the ticket money goes to run the event events cost us four or five million dollars to run and produce and all that kind of stuff right so we only make money if russell sells on stage russell does not sell on stage nobody makes any money right so i get there i do this whole thing i'm like holy cow we spent nine months of our life preparing for this event and we did not make enough money like i could have done a webinar i made more money than this you know and it's like oh and then covet hit right afterwards it's chaos and everyone's trying to figure out what to do and people are doing live events so we decided to do a live event and i'm like well how am i

gonna do live event like i don't want to teach for three days. We just did Funnel Hacking Live. Like, what do we do? And plus, like, I need to make some money because, you know, the last thing I did didn't really work. So in the middle of COVID, or the very beginning of COVID, we launched the very first ever two-comical live event. And we ended up selling. It's crazy. We sold 5,000 tickets, which at the time I was like, oh, 5,000 tickets tickets you know um which is crazy this this version we're like closer like 1500 tickets or something so now i'm like looking back like dang it was way easier to sell tickets at the very beginning of

covid but um and so my thought was like how like am i just gonna teach for three days i'm like people don't want to fly out everyone's scared of touching and masks and all that stuff right now you know i'm like i don't know what to do and um, what we decided to do is what is now like, I think I invented, I don't even know, but it's a curated event. So it happens that I became the MC and I would teach some sessions live cause I wanted to teach some things new that I'd never taught before. Right. But then the majority of it was not me teaching a live. The majority of it was me curating a really cool experience, right? So I'm like, okay, here's this speaker I'm going to bring in. There's a speaker over here I'm going to bring in.

And this person. And so I'm kind of like weaving together the tapestry of this beautiful event to make it happen. And so that was what was cool. It's like basically we did that Two Comic Club Live virtual event. And here's the three or four sessions I wanted to teach that were new that were really important to me me. But then, you know, I was like, man, three years ago, FHL, someone taught this one way better than me. And then, you know, five years ago, I taught this principle that was really good. And then, you know, a year and a half ago, someone did this. And it's like, I went through and like, I storyboard out, like, what would be the perfect

experience for somebody to go through to really have them master and understand, you know, the, the concepts I wanted to teach. And so that was the very first one. And we ran that event three or four times and it was awesome. You know, I changed the offer back to two comic books and luckily it saved the company. We saved, sold a bunch of people, new coaching program. And, you know, it was, it was great. And so anyway, we ran that until last year, I think the last time we ran it. And then, um, that was kind of it. And then over the last 18 months or so, I've been so excited about this linchpin concept. So I taught it in inner circle. And then I taught

at FHL and then at 2CCX that next year, we focused primarily on the linchpin model, which was really, really cool. And then when the linchpin inside the coach program, we went to Mexico and in Mexico, I was like, we're a bunch of guest speakers instead of me just speaking this whole time. Let's have people who are actually doing parts of Lynchpin get up and speak. And so the Mexico mastermind was amazing because everyone was like, here's everyone doing Mifkis and they talked about it. Here's everyone doing this, talked about it and like went through the entire Lynchpin and just had other people teaching. And it was like, after people like, that was so cool. Cause it wasn't just random stuff. It was

all like, helped me double down on this exact principle. And the thing I was trying to figure out and gave us the ability to teach something and then everyone would go talk about it. And it was really, really cool. And then I was like, I kind of wanted the same thing for Fun Hockey Live. Fun Hockey Live in the past was always like a whole bunch of speakers talking about different stuff. But like this year, we're going to have them all speak on the linchpin. And in fact, if you were there, each speaker before they got up, there's a video of me

explaining how what they were teaching fit into the linchpin, right? And so I would talk about it, set them up, show them where it fits the linchpin, and go back and forth. And then the workbook was just the linchpin workbook. And it was really, really cool. Yeah, that was kind of how the Fun Hacking Live event came. And when it was done, so many people came back and were just like, that was the best Fun Hacking Live yet,, everything was so curated to

help me. And so after the event, everyone wanted replays and they wanted, you know, people heard about it. They wanted us to do all this stuff. And I was like, I didn't want to just like, let me scroll the replays. I was like, like I wanted to, I wanted to like, there are things I wanted to tweak. You know what it is? I'm like, you know, so-and-so taught this here, but they taught it better over here.

And then like in Mexico, someone talked this that we that we didn't have i want to bring it back and there's this and that and like and so um i went through and i kind of mapped out like if i was doing fun like live again how would i curate this would be perfect i'd be like well it'd be this presentation this this this i would not have these two and i would have this and you know we mapped out like the perfect thing and i was like we should do another two comic club live this time we're called linchpin edition where literally we go through and um we give people like the linchpin like curated flawlessly perfectly um and so that's what we're doing so it's this curated event and yes we will be selling two comic club x in the middle of the curated event because that's that's there but um it's just this really cool way to

like have the content you created in the past live on forever um so i'm excited so again it's happening in the next three days and it's me getting to relive funnel hacking live and the lynchpin but teaching it all in like very strategic very step-by-step systematic um order and i'm actually really excited for it it makes me want to be more of these two comic club live virtual events where i curate stuff you know and um just look at the back archives. Like I could do a high ticket one and every high ticket speaker from the beginning time to now come back and they could teach something. I could do one that's based on everyone who's doing book funnels, everyone who's doing traffic, you know, like, and then curate all the best presentations into this one three-day

virtual event. And it's easy on my side because next three days is fun. Like I'm gonna have some cool teaching sessions I'm gonna do that are new, but for the most part, it's me talking about the speaker and like kind of just, I'm the MC curating it and I'm the DJ mixing it up, making sure that they, they get all the things in the right order. So everything makes sense to them. And, um, anyway, it's exciting. So there's a curated event. So for any of you guys who have a lot of content in the past, you're like, man, I did all these things. Like what do I do with it now? Like make a curated event. Um, it's powerful. And then I'm going to test something. We haven't done this yet, but when the curated events done, um, I want to use

challenge fuel. It's Anthony Morrison software. It's really cool. But I think I could take this entire three day event when it's done, put it into challenge fuel and run it as like an evergreen three day event. That way this curated event I created once, people could watch it in a hundred years now and I'm dead. You know what I mean? Like how cool would that be? Um, anyway, so I'm excited. There's the concept curated events. Um, I invented it. You heard it here from Russell first, uh, taking all the content you've created in the past, curating it into a perfect step-by-step seamless process. Again, I keep imagining if my mom came to an event, how would I want to walk her through the process? And this is how I do it through this cool curated event process. So anyway, I hope you guys, if you're experiencing it, I hope you guys enjoy it. I hope you love it. If you're thinking about cool ways to do events, like this is just an interesting new

way to do events. It's fun. It's slow maintenance. It's not a lot of hard work and people love it. And it's a great experience for your customers. And it gives you the ability to repitch your high end coaching programs as well. So, all right, there's the idea. There's the concept curated events, go run with it. Let me know how it goes for you. And, uh, if you want to see ours, go to two comical live.com. Thanks everybody. We'll talk to you soon.