Marketing Secrets with Russell Brunson - Why Didn't They Funnel Hack Me... Ha Ha Ha

Episode Date: April 23, 2018

Despite three years of me sharing every secret, they did all the things that I already explained were wrong. On this episode Russell talks about a competing software company that didn't follow the blueprint that Russell has already laid out and why that is so mind blowing for him. Here are some of the fun things you will hear in today's episode: Why Russell is reaping the benefits of a competing software company that is no longer willing to learn. Why it's so frustrating when friends of Russell want his help but refuse to read his books as a blueprint. And why you should never expect Russell to keep a secret. So listen here to find out how if you pay attention you can easily follow the blueprint Russell has made and be successful with your business. Transcript - https://marketingsecrets.com/blog/why-didn-t-they-funnel-hack-me-ha-ha-ha 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 sorry, I had to jump in while I'm driving. I apologize, but check it out. I just went, my buddy made me a bunch of homemade pizzas and some crystal root beer and heading back to go have dinner with my kids. And just something in my brain, I had to stop

and give you guys some marketing secrets. So the big question is this. How are entrepreneurs like us, who didn't cheat and take on venture capital, we're 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 answer.

My name is Russell Brunson and welcome to Marketing Secrets. Alright everybody, so this Marketing Secret, I don't even know, I don't even know where to go. This is kind of a little mini rant. It's not a big rant, but it's like a, I feel bad for people who stop learning. If you stop learning, so if, okay, I'm trying to like tell you guys a story without like telling on the people who are missing everything. So I don't know. Okay. So I'm building ClickFunnels, right? So as I'm building ClickFunnels, I'm looking around, I'm like, okay, who out there is doing what I want to do? Right? So I find those people. I look what they're doing. I study them. I funnel hack them. I look deep. I geek out. I buy their books. I listen to their podcasts. I like go to their events. I like buy everything that they've

got. I am like hooked to every possible communication channel they have. So as things are going on, I'm watching, studying, learning, growing, tweaking, adjusting based on that. Right. And I'm watching it over and over and over and over again, right? And not just like people, direct competitors with me, but like people that are selling SaaS. Like I'm a SaaS software company owner, right? And I'm also a book selling person and I'm doing webinars and courses. So anybody who's doing any variation of that,

I'm connected to all of these things, right? And so I am constantly like my all seeing eye is watching what every single person is doing. Okay. And I'm learning, I'm learning, I'm learning, I'm trying tweaking to learn, you know? And then I'm also like, as I'm learning it, I'm testing it inside of my inner circle. I'm inside now to come on club X program. And I'm, I'm testing it on all these other people because I'm like, okay, I see how they're

doing it. I'm going to try to see if it works. And then I want like, I want to test this stuff on other people, other business, other industry, see if it also works there as well. And then, and then, so they're all going out and doing it. And then they're finding out their tweaks, their tweet, and they're coming back to me. You're like, Oh Russell, I made this tweak and made this change. I'm like, Oh, and I'm learning stuff. And like, it's this constant, like, I don't know the circle of learning. Right. And so I have some really close friends. Um, and this isn't one specific thing. I'm thinking of two

different people right now, um, who've been in this game for a long time, as long as me, if not longer. Um, and, uh, and it's not just one person, they're groups of people, right? So first group of people, like they have been, um, uh, they, they're amazing marketers. Like I've learned so much from them so much, so much, so much so much okay but in the last like three or four years for some reason they took their foot off the brake or something or off the gas i don't know and then they went and they're trying to launch like a competing software company which is totally cool i love competition more than anybody right and so i'm like freaking out because i'm like hey for the last three years i published every single thought i've had about how

we've grown click funnel from zero to a hundred million dollars. How are 62,000 active customers now? How we did like, like I haven't really, I'm not very good at keeping secrets. Somebody asked me the other day, like you're also going to keep a secret. I'm like, no, I'm the worst secret keeper ever. Every brain fart I get turns into a podcast. Like right now, right? Every idea that's a secret, I write into a book. I've got like eight books that are all something secrets. Like I don't, I'm don't, I won't keep a secret. Like honestly, if you tell me something, it'll be on a podcast eventually. So just don't tell me something that's secret. Right.

So everything I've done is out there. So like, I'm kind of nervous. Like, oh man, these guys who are amazing marketers already, um, are going to come out there and compete with me. Like, I, and I don't know, you would have thought that over the last three years, they'd have been listening to me as I laid the blueprint for everything that we did. And then they would have modeled. But instead, they didn't do any of it.

Like, it's basic stuff. Basic stuff that all of you guys listen to podcasts is like common sense. You'd be like, oh, duh. Like, the difference between an improvement offer versus new opportunity. Like, they missed that. That was the biggest thing. Like, as soon as it came out, I was like, this is like expert secrets, like 30 pages in.

If you'd read my book, you would have known that the way you structured the entire offer and the, and the company was like, was wrong, but they didn't, they missed it. And I even commented to one of them cause I was like, Hey, like, by the way, like, thanks for totally like doing it wrong. And they're like, what are you talking about? Like, we thought the offer was awesome. I'm like, okay, the offer was good, but it was an improvement offer. Therefore click funnels beat you once again. Like, I don't, I don't, it's just weird. And then, um, another one of my friends is just same thing. Like these,

these things that are like basic common knowledge now amongst all of our people like that we've discovered and unearthed and then like preached about for three years that that like the reason why i'm looking at our two comic club members that are just pounding out offers and cranking it and growing companies i'm looking at our two comic club x people like all these people that are scaling and growing and like building amazing companies and it's like because they're just paying attention to the stuff that we're laying down and then they're following it. Whereas people that are competing against me, thankfully, aren't paying any attention. Like, it blows my mind.

I listen to a lot of podcasts too, right? And especially ones that are deep in the software industry. And because I'm watching, I'm studying, what are all the software people doing? And it's funny because when I first got started, like I was learning a bunch of stuff and now it's like this weird thing where it's like our company has scaled so far past almost any SaaS I can find out.

Their Salesforce is like the last one I'm really intimately studying because there's no one else that's kind of at the pace that we are. It's getting more, you know, as you grow, it gets more and more difficult to find the new ideas and things like that. But Salesforce is one I'm geeking out now because they're the ones that are like 10 steps ahead of me. But it's interesting because I'm listening to all these and a couple of interviews I always ask like, what CEOs are you studying? And they're studying, anyway, it just blows my mind that nobody is paying attention. So I just want to say for you guys who are paying attention, congratulations. You are ahead of people that have been doing this game for a decade or more because they're

not paying attention. There comes a time in people's lives where they feel like they've learned too much or they've, like, I had one of my close friends who messaged me the other day and was like, hey, like, you're killing, can I come to your office and spend, like, two or three days just shadowing you? Like, I'll just, like, watch you. I don't have to do anything. I was like, have you read my books yet? And they're like, no.

I'm like, yeah, read both the books first and then call me back and I'll let you do that. Crickets. And I'm like, are you kidding me? Like, those weren't just, like, crappy'm like, I read both the books first and then call me back and I'll let you do that. Crickets. I'm like, are you kidding me? Like, those weren't just like crappy little books I wrote. Like, that literally is the blueprint for everything. Anyway, so for those of you guys who are paying attention, thank you. I appreciate you. It gives me a reason why I share all this kind of craziness.

And for those who aren't listening, thank you. Because it's the reason why I'm kicking your butts. That was kind of rude, huh? But it's true. I don't know what else to do. Like, this is Funnel Hacking 101. This is how we've grown. I'm watching everything and then implementing and reiterating over and over and over again.

And it blows my mind that people, especially if you're competing directly with me, why would you not do that? I don't even, I don't even understand. And there's another guy who, again, I'm not going to share with people. I bet there's like eight people who think, oh my gosh, he's talking about me. So maybe I'm talking about you. Maybe I'm not. But, um, what's interesting is that I guarantee that there's a bunch of, or there's another guy who, um, runs a software company. So there could be like 20 of you, but it seemed, I think like, it'll, they'll know who they are if I tell the story. So I'm not going to tell the story.

But anyway, it's all there in plain sight. Or we've got coaching programs where I share it all. And it blows my mind what people, some people won't pay for what will give them everything they need. It's just crazy. Anyway, appreciate you guys for listening. Um, and like go funnel hack people. If I'm like me, if you're my business funnel, like me, if you're like pay attention because the pathway is there. People have laid it out before you. You don't

have to like reinvent the wheel. Just look for it and understand it and pay attention. All right. So I gotta go. Um, thanks for hanging out. You guys, we'll talk to you soon. Bye. Want more marketing secrets? If so, then go get your copies of my two best-selling books. Book number one is called Expert Secrets, and you can get a free copy at expertsecrets.com. And book number two is called Dot Com Secrets, and you can get your free copy at dotcomsecrets.com.

Inside these two books, you'll find my top 35 secrets that we've used to become the fastest-growing, non-VC-backed, SaaS startup company in the world.