Marketing Secrets with Russell Brunson - The Room Where It Happens...

Episode Date: April 20, 2022

It's "Inner Circle" week. I want to tell you about what's actually going on in the room where it happens. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

Metrolinx and Crosslinx 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. What's up, everybody? Good morning. It's Inner Circle Day, and I'm driving down to the event,

and I want to jump on and say, what's up? So the big question is this. How are entrepreneurs like us, who didn't cheat and take on venture capital, who are spending money from our own pockets, how do we market in a way that lets us get our products and our services and the things that we believe in out to the world and yet still remain profitable? That is the question and this podcast will give you the answers. My name is Russell Brunson and welcome to Marketing Secrets.

All right, everybody. So it's inner circle day, uh, actually inner circle week, which is even better than your circle day. Um, we've got inner circle happening today and tomorrow. And then, uh, my category Kings, which is our upper level are coming in on Thursday and Friday. And so this is a full week of, um, of serving and having fun and being with the people, which I was really excited for. Some of you guys know my Inner Circle was our high-end coaching program I had for seven or eight years, and I closed it down almost three years ago because I was just tired and worn out and just a lot of things happening in my life, and so we shut it down. Then last year at FHL, we reopened it with some caveats this year, you have to have won a Two Common Club award to be in the inner circle.

And if you want to be in Two Common Club X, which is the higher, or excuse me, if you want to be in the category kings, you have to have been, at least made 10 million, so Two Common Club X. Or, yeah, yeah. So, anyway, which is cool

because it makes the groups just a higher standard, higher level, which has been awesome. So to be in the room, you had made at least a million dollars, which means we can have totally different conversations. You know, it's interesting because we have different levels of coaching and consulting programs. For example, we have our Two Comic Club Exit program, which is amazing. But it's more so for people who are getting started, have some success who, you know, but haven't like, haven't, they haven't hit two comic clubs yet. Right. And it's interesting because in that phase of your business, um, there's like a

couple of things you have to figure out. Right. The first thing you have to figure out is like, what is it actually before that? It's like, it's like, who, who was your dream customer? Uh, like who, who the person you actually want to serve, right? That's the first thing people have to figure out. They have to figure out like, okay, this is like, these are my people. Then the big questions are the what and how. Like what is it you're actually selling and how are you selling it?

And the biggest problem people typically have during that phase is they either are selling the wrong what. They want to sell, not what people want to buy. Or they don't know how to sell. Like what's the funnel or the way or the process or how you persuade people. So it's the what and the how, right? So if you've got the who, this is who my dream client is,

who I want to serve. If you talk to Pedro, Pedro talks about micro-nitching, like shrinking that do down to like, you know, I am, this is my micro-nitch. This is my category. This is my people. And then it's the what and the how. So what are you selling and how are you selling it?

And so for me, with most people, it's like, it's trying to think after thing, like, like let's publish a lot of this public, you know, launch a challenge, launch a webinar, launch it. And you're trying to figure out like, what is it that people actually want to buy from you? Okay. And that's, that's a, that's a little distinction, but it's huge. Like what do people actually, not what do you want to sell? Like what does the market want? Right. When I got started, my very first idea was zip brander, which was a really cool idea. Um, and I wanted to sell it. I paid for someone to build it cause I knew that this was the coolest thing I could, I could think of. And it was, it was, um, but the market didn't want it. It wasn't, you know, I sold a few, um, but it wasn't the right, what, like, what is it I'm actually selling? And so that's why we keep trying different offers and testing things out and putting

things out until we figure out eventually like, oh, this is what they actually wanted. Um, and the second question is then how do you sell it? And so that's like the mechanism, like you selling it through a webinar, through a challenge, or you do it on the phone, or you do it through a tripwire funnel of a webinar funnel, like, you know, high ticket funnel, uh, a challenge funnel, a survey, a challenge funnel, a survey, or a summit funnel, a survey funnel, like, it's the what, right? And after you figure out those two things, like, what is it the market actually wants

that I'm gonna sell, and then how do I sell it, and, you know, understanding the persuasion and the process and all that kind of stuff, when you figure out that, so the who, the what, and the how, boom, typically that's when people go from, like, I can't make any money online to, boom, two comic books really, really quickly, right? Some people, that happens in a year, some people people go from like, I can't make any money online to boom, to comic book really, really quickly. Right. Um, some people that happens in the year, some people happen in like weeks after figuring those things out, which is why you gotta be

testing and trying a lot of things, right? Figure out like, what does the market actually want? What do they want from me? Um, because you're, it's interesting. There's the, ah, like, uh, one of my favorite YouTube videos. Um, it's called work to publish. If you go to YouTube and type in work to publish, you'll see it. But when he talks Um, it's called work to publish. If you go to YouTube and type in work to publish, you'll see it. But when he talks about, there's like how you have to be prolific and putting a lot of things out there and he's like, you don't get to pick what you're famous for. Um, the market picks, right. And he talked about these different artists and bands who put out, you know, thousands of songs and things like that. And it's like, they put a thousand songs

when, you know, 10% of the songs are any good or 1% are any good. But because I put out a thousand songs, it was 1% made them the Beatles or whatever. You know what I mean? Like it's, it's, it's that, it's that working to publish is putting things out there. Um, in fact, Oh, I heard a Tom Billy tell the interesting story of the day. And I sound like he found it in a book or something. So I'm going to try to find it. But he said that there's basically an art class. Um, the first day of the art class, the teacher's like, all right, there's two ways past this class. Number one is you can spend the entire semester making one art piece and you can spend all the time just making it the most amazing, perfect thing in the world.

Or number two is you can just come in and every single day you've got to create something and you keep creating something and it's all about volume. So at the end of the year, you're going to turn a stack of all of your art and then you'll pass. So those are your two options. Spend the whole year perfecting one piece or turn in a new thing each day. Just fast and just putting things out there.

And he said that at the end of the semester, what was fascinating is the people who tried to perfect one piece of art versus the people who were putting out art every single day. The people who were putting out art every single day, by the end of the semester, their art was better than the people that spent the entire year on one piece

because they kept putting things out over and over and over. They were publishing. They were putting volume behind what they were doing. And so it was interesting. So anyway, during that phase of your business, it's all about figuring that out, right? Like who am I serving?

What do they want? How do I sell it? And so it's a volume phase. It's trying a lot of things, it's testing things, it's putting out different offers, different messages till you find what are the hooks that people stick with, right? And so in our 2000 Club X coaching program,

that's where we're living with people. It's like they're coming in and if they pick the Econ path, they're working with Allison and she's helping to find products, they're trying a bunch of products till you find the one that boom, hits, right? And then our side, we're doing challenge, challenge, challenges to find the challenge where the messaging resonates,. And then our side, we're doing challenge, challenge, challenges to find the challenge where the messaging resonates, hits, and boom.

And then from there, we take that message and we turn it into a webinar. And then that's kind of what's happening at the Two Comma Club X level. But after someone goes through that process, and boom, they make their first million, hit Two Comma Club, then they can move up to Inner Circle. And Inner Circle, we can have different conversations.

And so the question's like, what are the conversations that we're having in inner circle? Ooh, that's a good question. I'm glad you asked that. So there's different things. And so one of the big questions that people are asking and trying to figure out and stump with is like,

hey, I have this thing, it's making money now, I hired some people, I got 10 employees now or five employees now or something and I don't know how to run this thing. I'm an entrepreneur. I come up with ideas. Now I'm a boss and I've got employees. How do I function? How do I do this? How do I not go crazy?

A lot of it is systems and operations. It's a big part of what we talk about in Inner Circle. Another part is people perfected their message, right? So say, okay, well, how do I go from a million to 10, from 10 to a hundred, a hundred to a billion? Like, what are the, what are the things? And it's not necessarily, you know, create another product, another service. It's like, okay, what are, what are, like, how do we make the backend bigger? How do we increase conversions back there? How do we create front ends that will acquire customers more profitably? It's really like building out the value ladder and getting the pieces in place so that you can, as Dan Kennedy says, spend the most money to acquire a customer.

Because whoever can spend the most money to acquire a customer wins. And so that becomes the inner circle phase is that. In fact, this morning, I have a presentation I'm doing called The Lynch Pin, which is that. In fact, this morning, um, I have a presentation I'm doing called the linchpin, which is like, it's interesting. Like there are all the things I've done inside of click funnels in our launch. There was one thing, you know, we would probably have been a $10 million a year company if I didn't do one thing and it's the linchpin. And so like, what is that thing? Well, that's what I'm gonna talk about today. That's my, literally my presentation is called linchpin. So, um, I may do some version of it at funnel hockey live this year.

I haven't decided yet, but I might. So if you want to hear it, make sure you're fun hockey live, um, or join the inner circle and it'll be in the members archive. So, um, but the linchpin, which is like this, this thing. And so I got to kind of set the structure. Here's all the pieces in my business, but like this one right here, it's the one that nobody noticed. It's the one that's like the, the smallest, the dumbest, but it's like, that was the difference between having $10 million, your business, the $150 million business was this one little linchpin. And so it's little things like that. It's not like the, I try to figure out, I guess it's, it's almost, it's not almost, it is, it's more work going from zero to a million

than from a million to 10, um, for sure. And so, you know, circles are about those things. So it's not so much like here's structured curriculum, here's step one, step two, step three, which is what we totally do in Two Common Club X. It's more like, okay, here's a bunch of people doing what you're doing at different levels. And like, let's share the best practices. Like, what are you doing?

What are you doing? How is it working for you? And like, it's this collective group. It's a mastermind of people who are all sharing and growing together, which is so cool. Anyway, so that's what's happening in our circle today. We've got about 100 people from around the world all flying here to Boise. And it's a mastermind, and we're sharing these types of things, which is really, really cool.

Like I said, for this group, there's about 100 people. And then Category Kings is a smaller group. There's only 15 people in that one. And that's ran very similar, but it's in a smaller group. And everyone in that group had made at least $10 million inside of the funnel. Therefore, they've got past usually some of these core problems. They figure out how to build a team and build staff. They have systems in place.

And now they're trying to figure out, okay, how do I take what I have and add a zero to the end of it? How do I go from $10 million to $100 million? What's the process? What's the process? What's the path? It's different at that level. It's just fun. I enjoy this game. It's so much fun.

It's interesting. My first would do events way back in the day. Man, almost 15 years ago. I'd do events. It would do a three-day event here in Boise. For the most part, we had complete brand new beginners who would come to these things. And I was like, I want to teach them everything I know right now. I want to like, want to serve these people and give them everything.

So for three days I would go and I would teach literally everything, like everything I knew, everything I understood. And I did that for a couple of years and was the weirdest, probably the most frustrating thing for me. It was like, I'd show them all the things and then nobody ever had success. I didn't have success stories for years. I'm like, why did they not understand? I'm giving them everything.

Everything that it took a decade for me to learn, I'm giving it to them on a silver platter. They don't have to learn it. They just get it handed to them. It always confused me and frustrated me that people weren't successful faster. Then I remember one event we decided, I's like, I think we're overwhelming everybody. So I was like, instead of us teaching these three days things, let's teach day number one only, but extend it out over three days. And so we did that. And what was interesting is people understood it better. They, they started making more progress, but it still is too much. Then we took the day one of that,

which would have been like the first two hours of the original event. We extended that over three days and that became the new event. And it was just the first piece. And Oh my gosh, guess what happened? People started having success. What? I was like, wait, they don't need to know the whole destination. It's like, no, they don't need to know everything. You know, Russell, all they need to know is like the next steps, the first steps. Like what, what's the, what are the first things I need to do to get a result? It gives me buy-in. So I'm willing to do the next three steps. I think the problem I had is I was showing people the entire picture,

and they're like, oh, I don't want to do that. This is going to be horrible. By doing it this way, I was able to give them just pieces they need to get the first result, which for us is like, get your first sale,

get your first thing. They get that first result, and then they're like, oh, that was cool. Now I can say, okay, now here's the next step. Here's how you grow. Here's how you grow.

We started segmenting our teaching, our training that way and start breaking up over levels where instead of getting the entire three day event in three days, it's like, Hey, you're going to get the first, you know, the first two hours and we're going to do it over three days and then you have a couple of weeks or months to implement it until you've actually got it done. Then I'll give you the next piece. Then I'll give you the next piece. And then we'll send you up through the process. And, and that's how, that's how we grew this to what it is today. So anyway, it's fun. It's awesome. I'm excited. Hope you guys are doing well as well. Um, and I can't wait for you guys to be in our groups. Set that as a goal right on

your board. I want to be in Russell's inner circle. And then if you are like, Hey, well, there's the path, like get into a comic club, ice coaching program, figure out your, what your, who your, how get to a million dollars, come coaching program. Figure out what, who, and how. Get to a million dollars. Come on up. Then we can have those conversations. Then be like, I want to get in Category Kings. Then come on up and have those conversations.

The next group we're launching eventually is called the Outlist Group. For the most part, my group of entrepreneurs aren't quite there yet. Some of them are, but not big enough to have a group that can have a really fun environment to focus on. Okay, all you guys here at 100 million, how do we get to a billion? Because those are the conversations I'm having with my team right now, which are fun. I would love to have that with the next group of entrepreneurs. So we've already named the group. It's going to be called the Atlas Group.

I'm not quite there yet. So that should be your goal. It's my goal. All right, guys, I'm almost to downtown. I'm going to bounce so I can message my team and let them know I'm here. With that said, thank you so much for being you. Thanks for going to bounce so I can message my team and let them know I'm here. With that said, I thank you so much for being you.

Thanks for listening to the podcast. Just by default, if you listen to the podcast, you're ahead of 99.9% of all the other funnel hackers out there because you're the ones who are paying attention,

who are plugging into your ears, who are focusing, who are learning. Good for you. You're on the right path. Stick to it. Keep working. Figure out your who,

your what, and your how. Serve those people to the best of your ability. If you do that, you'll get everything you want in life. Thanks again. We'll your who, your what, and your how. Serve those people to the best of your ability. And if you do that, you'll get everything you want in life. Thanks again, and we'll talk to you guys soon. Bye, everybody. Thank you for listening to the Marketing Secrets Podcast.

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