Marketing Secrets with Russell Brunson - When You Shift To This Question, Everything Will Change

Episode Date: May 16, 2018

After spending time with 100 entrepreneurs inside the Inner Circle over the last two weeks, this was my biggest take-away. On this episode Russell talks about why there comes a point where money doesn't matter, as long as you're trying to grow your business for the right reasons. Here are some of the awesome things you will hear in today's episode: Why Russell stayed up until 3:00 am to buy whatever he wanted on eBay, but only managed to spend $650. Why when you scale your business just to make more money, it's for the wrong reason. And why when you finally start asking the right questions, the money will start to flow. So listen here to find out why money doesn't buy happiness, but finding new ways to serve your customers will. Transcript - https://marketingsecrets.com/blog/when-you-shift-to-this-question-everything-will-change Learn more about your ad choices. Visit megaphone.fm/adchoices

What's up everybody, this is Russell Brunson. Welcome to Marketing Secrets Podcast. I'm gonna share with you guys some good news and some bad news today. 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. Welcome back. I'm so excited for this episode and for a couple reasons.

Number one, we're making some changes to the podcast as you will see over the next week or so. And one of them is I'm no longer going to be doing the video side of the podcast. There are going to be postings on YouTube. They're only going to be here for my friends who are listening and plugged in your ear. So this is now going to be exclusive to the podcast,

which I'm really excited for. It also means I'm going to be able to do more of these again. When I had the whole video thing, I'd stress out like, oh crap, I'm still in my pajamas, or like I wore the same shirt three days in a row and they're going to judge me or, you know, just whatever. And I didn't do nearly as many podcasts. I have all this like lineup of things my head want to talk about.

I never did it because, um, like honestly, because I had to do video every time. I just didn't want to. So right now I'm going audio only and I'm so excited and we're going to start moving back forward to this as the delivery mechanism for the Marketing Secrets Podcast, which gets me excited. So that's number one. Number two, Todd and Ryan are in town this week. We are so fun. It's amazing what we can get done in a night.

We basically launched an entire new service last night that we just made up off our head called Funnel Rolodex, which is going to be a huge help to all of you guys here in the very near future. We also rebuilt the entire Two Column Club X coaching program to make it more simple with accountability partners, checklists, systems, like so, so cool. Anyway, so many fun things happening, but I have a list of stuff from last week's Inner Circle meeting, like notes of stuff I want to talk to you guys specifically about. And one of them that I wanted to share, because it's kind of short, but I think so important, was just the fact that, I don't want to break it to you guys meanlier, but this is the news.

The news is that money is not going to make you happy. Oh, crap. Some of you guys are thinking, no, I think most of you guys are like, oh, of course not, Russell. But as interesting as I was sitting through all my inner circle meetings last last um over last couple weeks uh which was so fun and so many amazing people there and it's funny because like one of the big themes always amongst us is like how do we scale our business how do we scale our businesses and and that's a question that i love and i don't steer away from that because i think it's important you know i'm focusing always every day on how do i scale my business and like that's

marketing stuff is fun because we're figuring out how to scale I think it's important. You know, I'm focusing always every day on how do I scale my business. And like, that's what's marketing stuff is fun. It's for figuring out how to scale businesses. And it's like, there's a fun in like the growth. Right. But, um, there was one person specifically who was trying to grow and scale at, at the cost of like some things that, that anyway, and, and I asked Michael, why do you want to scale? And, and he was like, well, cause like, cause that's the, that's the point.

I'm like, yeah, but when, like, when is enough going to be enough for you? And, uh, because they're trying to scale like eight different businesses. They're all in different markets and different segments, different things. And I'm like, which one are you most passionate about? Like, and like, well, this one for sure, but this one's more scalable. And like, I can't scale this one as much. I can't see. And I kept going back to like the one that they loved that they didn't want to focus

on cause they couldn't scale it. And as big as, you know, outside of kind of this confines, whatever. And I'm like, what's the point of scaling it? And like, well, so we can make more money. I'm like, I think there's a point where money doesn't matter anymore. Um, and if you're not doing it because you're passionate about the people you're serving and the impact you're having, you're going to burn out and you're going to die. Um, for example, like last week, um, it was one of those things where you just like, you get tired sometimes, or I don't know, I was kind of, kind of burned out. I haven't taken a break for like two years. So it was kind of burned out a little bit. I'm not going to lie. And, um, I was laying in bed and my wife had

passed out or maybe she was with Nora. I can't remember exactly, but I was sitting there. I'm like, like, I'm like thinking like I'm in the point of life. I could buy anything on earth that I want. So I'm like, what do I want? And I was like, huh? Like I couldn't think of anything. So I'm like, I'm going to go to a place where all my magical dreams can come true. eBay.

I'm like everything on earth that you could ever want is for sale on eBay. It's much eBay. And I was on eBay for like three or four hours looking for stuff to buy. I'm like, I could buy anything I want on this entire set. Like I used to get in bidding wars with people and like I had to have auction sniper software to be like, you know, try to save five cents by bidding before the other person at the last second and all this stuff. And I'm on email.

I'm like, I can literally buy anything I want at this point in my life. Like how exciting is this? And, and four hours, like I, um, I was trying to find stuff and trying to find things that were amazing. This inspired me to got me excited. And like, um, after four hours of trying, I think I spent like $600 mostly on old books. And then I was like, there's nothing else on this entire site that I actually want. Like there's nothing.

So I was 650 bucks and I was out of things to buy. And I was like, well, like, like there's no money, no longer served. There's nothing that I could do with money. I was like, man, if my whole goal is to scale this business, to make money, like that's really depressing when there's nothing else I need or that I want like in four hours of searching I was able to spend 650 bucks and that was it and so the bad news is like money like it seems really really cool but it doesn't like there there'll come a point when you're pursuing business and stuff where you're like oh my gosh this money didn't actually matter and it's not it's gonna

be confusing to you like it was confusing me to me. I'm like, huh? And I was like, well, why am I still doing this? Why was I up last night till three in the morning in the office? Why did I wake up early this morning? Why am I doing this stuff? And it's like, because of the impact, because of the person, because the people were serving another side. Like if you're picking a business solely because it's scalable, because of how much money you

think you can make, you're dumb. Like that's the worst thing to ever try to focus on. If you're picking a market because you're like, I'm obsessed with those customers and I can serve them better than anybody else in the world. And I'm going to serve them. And I'm going to like put my heart and my soul and my life's mission into the service of that human. Then you'll have the fulfillment. You'll be able to stay up till three at night excited because you're having so much fun and all the good stuff will come from it. And what's amazing is when your sole focus is like, how do I serve these humans? The, the, the group, the people that I pick to serve, um, the thoughts,

the inspiration that'll come to your mind is insane. You won't have to worry about like, what should I, what should I sell this person? What kind of products should I serve? Or should I create? Cause when you have this hyper focus on like, I love these people, I'm serving them. Like I'm going to change their lives and they're not going to hit them. When that becomes the focus. And then it's like, what should I create these people? Like that's when you're in that mindset. And those are the questions. And this is like the hairy fairy, like hokey pokey woo stuff that like, I used to make fun of people about when I'm like, no, I just need to sell crap. Like what's the data say? Like the data is going to be wrong. But when you're, when your

mind and your heart is in that direction, then the universe, God, whatever you want to call it, um, I believe it's God gives you direct revelation of like, this is how you can serve that person. And it's like, oh my gosh, like, that's amazing. And then, Hey, this is how else you can serve them. Like last night, the whole funnel Rolodex thing, like I don't like, yes, it'll probably become a hyper profitable multimillion dollar a year segment of our business moving forward, which is awesome.

But guess what? Like that wasn't the purpose. The purpose is like, I was like, all my people are struggling because they can't do all the pieces. There's like 20 different things you got to do to build a funnel. And some of them are getting good at copy, but they suck at design. Some are good at design, but they suck at copy. And there's people that are good at technical, but they suck at the other part.

It's like, ah, it's like, what if we build a funnel Rolodex where we aggregated like, here's 30 good copywriters. Here's 50 good designers. Here's 20 good funnel build. And like made this Rolodex. People can come and they can find it. I'm like, here's 30 good copywriters. Here's 50 good designers. Here's 20 good funnel builders. And like made this Rolodex. People can come and they can find it. I'm like, oh my gosh, like that would save everybody. Because now it's like no longer they get stuck.

They just go to Funnel Rolodex. They find the person and do the job. They go back to the podcast I did a couple of weeks, like a week or two ago, the who, not the how. It's like, hey, instead of figuring out the how to do each step, who's the who? Okay. So Funnel Rolodex, like literally the tagline is the who, not the how. So it's like, here's the who. They're world actually literally the the tagline is um uh the who not the house it's like here's the who like they're all here categorized based on what they

do and like that whole idea came up like how do i serve our customers like it had nothing to do with like okay how can we maximize revenue and how can we scale this is like no we love our customers we actually want them to succeed so how do we do that like what if we gave them this this would like change their life oh amazing that like, can we make money on this? Like, oh yeah, it's actually really easy. This would be like a hyper profitable part of our business. Um, but that wasn't the focus. Cause if I would have the folks like, how do I scale this?

Funnel World X never would have been born. Two Column Club X, like new stuff we're doing that never would have been born. Okay. It all came off of like, how do we serve these people? We love them. We want them to succeed. And then it's like, God tells you like, this is how you do it. Like, oh my gosh, I never thought of that. Thank you very much for the inspiration. So, um, shift your focus, you guys,

from the money. Cause the money does not matter. Um, if the money really matters, go get a credit card for 650 bucks and go to eBay, spend four hours blowing it all. And then you'd be like, huh, that sucked. Now what am I gonna do the rest of my life? And it's going to be really hollow and really, really empty. If it's about the money, I promise you that I can tell you how many multimillionaire people I know who are broken and they're empty because they were focusing on this thing. They were chasing the almighty dollar. Um, and the weirdest thing is when you stop chasing the almighty dollar, it starts flooding to you and you'll get more than you can ever dream of. So there you go. Serve your customers, have fun with it. They're amazing people and they need you to change their lives. They can't do it on their own. They need you. And so you got to figure that

out. It is your mission. It is your calling to figure out how to serve those people. So number one, if you don't know who those people are, it's time to get hyper-focused on that. Figure out who your avatar, who your customers, who are the people you're gonna be obsessed about serving, find, figure out who those people are, and then start thinking, how can I serve these people? How can I serve them? And when you do that, that's the right question. You ask the right question, you get the right answers. So focus on that and you'll change their life and you'll be forever remembered because of that. So there's your legacy, which is what we all really, really want. So anyway, that said, I'm heading in to go work on my legacy. Appreciate you guys. We love you. Uh, we care about you and excited to continue to serve you in the future.

If you enjoy this podcast, please go to iTunes and comment, subscribe. I don't know. Tell other friends about it. Go spam the click funnels group and be like, go listen to this episode. It was so good. You have my permission. Um, but please tell the people about it. Uh, we don't spend a lot of marketing money on building this podcast. It's just a labor of love because I know that if I can put one thought or one idea and shift your thinking just a little bit, it'll change your destiny. And more importantly,

it'll change the lives and destinies of so many other people. So that's why I do it. So if this has resonated with you at all, please share with other people. Appreciate you. Have an amazing day and we will talk soon. Bye everybody.

Would you like to see behind the scenes of what we're actually doing each day to grow our company? If so, then go subscribe to our free behind the scenes reality TV show at www.funnelhacker.tv.