The Russell Brunson Show - A Consulting Call With My Mentor - Part 2 of 2

Episode Date: May 1, 2019

On part 2 of this special episode series, Russell continues to give his mentor Mark Joyner some powerful advice. Here are some things that Russell tells Mark, that could be helpful to anyone running a business. Why you have to find a category you can be king of in order to become a billion dollar business. How the Expert Secrets book can help you become a charismatic leader, find a future based cause, and a new opportunity to sell. And how to create a front end funnel to bring people into your software. So listen to Russell offer sound advice to his own mentor, Mark Joyner, about how he can improve his business. Transcript - https://marketingsecrets.com/blog/202-a-consulting-call-with-my-mentor-part-2-of-2 Learn more about your ad choices. Visit megaphone.fm/adchoices

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Travel moves us. Hey, this is Russell Brunson. Welcome back to the Marketing Secrets Podcast. I hope you enjoyed the first half of my consultation or whatever you want to call it with my original mentor, Mark Joyner. I had a good time kind of going through some of my quick critiques and feedback as well as telling a story. And now the second episode, I'm going to go deeper into, I believe five or six different things I would really be looking at if I was Mark in my business right now. And I wanted to share with you guys once again, because there are so many lessons that apply to all of you. In fact,

a lot of stuff I'm talking about with Mark in this interview, the same things, if you were to hire me or to sit with me at dinner or lunch or something and say, critique my business, the stuff I'm talking about with Mark in this interview would be the same things if you were to hire me or to sit with me at dinner or lunch or something and say critique my business. The things I'm going to share are pretty much the same things I'd probably share with most of you guys as well. So I hope you take the rest of this podcast. Just look back and look at this as if it's your own personal interview, your own personal consult. And don't look at it as like, oh, yeah, Mark should do that. Mark should do that. Look at it as like, oh, I should do that.

I could do that. And hopefully it gives you a ton of ideas for your business as well. So with that said, I'm going to cue the theme song. When we come back, we'll finish up the exciting consultation with Mark Joyner. 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. now i've got um basically six things i want to go deeper into and um this is this is stuff that's a lot more than just like you know tweak the software make it easier you know take away upsells um put yourself out there be more vulnerable those are like those are i think messages this is like if we were to say i'm like build simple ology from the ground up today knowing that you know your goal someone asked you what your goal was and you said your goal was to build a billion dollar company. So it's like, okay, if you're going to build a billion dollar company from this, or maybe it's a hundred million or whatever, it doesn't really matter. But just knowing that that's the goal that it's

going to shift from lifestyle business, which I think it, I'm assuming it has been up to this point to like, I want to, I want to build this thing and make it, um, significant. Then there's some core fundamental things I found on my journey. And as you know, I'm sure you've watched my journey over the last decade and a half. I've been scatterbrained like crazy. In fact, that was my biggest problem. I was doing this and this and that, and I was all over the place. But in that journey of trying a billion things, I learned some powerful things that became the foundation for ClickFunnels.

Some I did strategically, and some I looked backwards in time. I was like, oh my gosh, that's why that thing worked. And so I'm going to go through some of those things and hope they help. All right, number one. For simpleology, if you really want this to become a billion dollar play, like a big play, it can't just be another productivity tool. You have to create a new category for this thing if you're going to be successful. The book that I would highly recommend reading that's the best on the market about this concept

is called Play Bigger. And it's all about how to create your own category, right? And so what's interesting, the book talks about how when a company becomes a category king, right? They become the best. The category king will suck up like 90% of the business in the category.

And then the last 10% that's still there is fought over by everybody else. All the other companies fight over the last 10%. And again, it's almost impossible to be thrown in the category king. So think about each company. Who owns music? Who owns anything, any category you think about, it's there. There's Amazon books, boom. There's a Apple with, um, with, uh, with iPods and music and things like that. Right. There's all these different things. Um, but there's only, there's

always one category king. And, um, and so what a lot of people do is they come to a bit into an industry and they're like, okay, who's, who's the players out there? Like, who am I competing against? Like I saw this recently with, um, we have a mutual, uh, acquaintance who just launched a new company. And, um, and I respect this person a ton, but essentially all his messaging is like, we're like Shopify, but we're better. And I'm like, ah, you literally, by doing that, um, you are the ones fighting. You, you, you become one of the people fighting over the last 10% because the category King of e-commerce stuff has been, has been claimed. Like somebody owns that and you can't get it it's almost impossible to dethrone shopify right so it's like you have to you have to like look at

that and sidestep and design your own category so now play bigger books all about category design it's interesting like i again this is one of the things i didn't know doing it but looking back i was like oh my gosh that's why we were successful right like when we launched ClickFunnels, there were a lot of things out there. And like, what was ClickFunnels at the very beginning? It was a page editor, right? And, but the difference, like there was a page editor category king, like at the time it was lead pages, right? Like lead pages was the thing. It's like, if we would have came and said, hey, we're, we're, we're the best landing page software in the world. We'd be competing against category king that had millions of dollars in funding. It would have been really, really difficult,

right? But instead we came and said look we're not like we do do landing pages but we're a funnel builder like that's what we are and there was nobody else that was a funnel builder at the time right okay same thing like Infusionsoft if I would have came out and said we are the best marketing automation platform on planet earth I would have been going against like Infusionsoft that was a category king it's like for me to go into that market try to compete it's literally almost impossible to throw in a category king unless they do a lot of stupid things. Um, but it would have been a

hard uphill battle. We probably wouldn't have ever won. So instead we designed our own category, which was like, we're going to be the category king of sales funnels. And like, and because there's no one else in there, like we automatically by default, we're, we're the category king. We have that now. And now we had this strategic advantage over everybody else. It wasn't us building a better mousetrap. It was us building a different thing, right? It was becoming our own category. And then we were able to grow like crazy. And what's cool is like the tangential categories will bleed into you. Like we sucked up all these pages of business and we sucked up all of the Infusionsoft businesses. And we now have those things. And yes, ClickFunnels

does do end page. Yes, ClickFunnels does do marketing automation, but we don't sell those things, right? We sell that we are a funnel builder. That's what we are. We are the category king of funnel builders. And since we launched ClickFunnels, there's been dozens and dozens and dozens of people have come, but right now they're all fighting over the last 10%, right? And I don't know if you see it,

but I see it every single day because I get notified by every single person who's, you know, the next ClickFunnels killer, it's coming out. It's like, good luck, you can have the scraps. There's 10% of people there who are not going to stick with us, but the rest of the market we own, unless I do something stupid or the software crashes, like we're going to, we'll maintain, you know, being the category Kings, it'd be almost impossible to dethrone us just because it is right. So that's number one is for you. Now I say like, like what is

simpleology at its core? I look at it and it's like, okay, it's project management software, kind of. Is it personal development? Like what's the, what exactly is there? What is it the category king of? And I don't really know. When I look at it, I'm not really sure. It's like the headlines of the day, the ritual that turns your go switch to on

so you have more time to switch off. So it's of like project management it's getting things done it's task management but i don't really know what it is right and the problem is that there are some really like project management software there's some amazing ones out there category kings right that have you know some have millions of dollars of funding like a trello or there's people like base camp that have you know they have have made that their thing and like they they've they've built it so deep and so wide. It's like, how are you coming to dethrone something like that? It's not going to be easy.

I mean, near impossible. So it's like, if you're a task manager software or a project management software, that's going to be so, so difficult and so hard. So it's not saying take those things out of the app. It's saying, what's the unique thing that you have that nobody else has? What's your funnel building thing that's that's like an evolution of what any of the other things right um some of my first things just really spending

time figuring that out like what what are you going to become the category king in because we can identify that and and then you can start designing that category then it can be yours now you can own it now you can go after it um and you'll suck people in from all these other tools like like the side tangential competitors um but that's just like a nice benefit that's not that it's not the goal the goal is like i'm going to become the category king of this and i don't know what that is exactly um partially because i know a lot of features simpleology but i don't like the core message the core belief the core thing that you're obsessed with right like i spent the last decade of my life being obsessed with sales funnels. I've literally bought every single person's product that's ever sold anything on the internet and looked at every

funnel because I'm obsessed with like, I can't click on an ad and not buy everything just to see what happens on the backside, right? Like there's nobody on planet earth more obsessed with funnels than me. Like it's impossible. And so for me, like that's why this became, why it was such an easy thing for us. That's where we drifted there is because I didn't care about landing pages. I didn't care about marketing automation. I care about what happened on page one, what happened on page two, what happened on page three. It's like that's what I was obsessed with because that's what we became the category king with. So for you, it's like I know you've got the software that does these things, but I think that it's bigger than that.

I know it's bigger than that because I know you. The book, Simpleology, goes deeper than that. There's more cool stuff than that. That alone, I'd go back and reread your own book. I recently did that on my own, which is really weird and awkward. But going back to that and the roots, because you wrote that back in the I can't remember if it was after the Irresistible Offer or, um, or, um, the, uh, I have to remember the name of the second one, the second drink of water one. Um, um, anyway, I can't remember which, but I remember you telling me like all these books are leading up to this one, which is called Simpleology that you were so excited about.

And I go back to read that and be like, okay, what is like, when I read this book, like, what am I the category king of? What is the thing? It's not just to-do lists. It's not making things simpler. It's something bigger than that. But you've got to figure out what that is. What is that thing? So that's number one, is becoming a category king.

And that's the core strategic shift. Then there's a million tactics behind that that will make this easier, but that's the core thing. All right, number two. After you read the book the book play bigger then you should read my book expert secrets i'm assuming you haven't read but maybe you have but if you haven't i'm gonna give you a quick um gist because there's um it's it's really important i think you would love it uh because the whole book is based and framed around like how do you build a mass movement of people right we're building click funnels um i remember uh about the time I went to a network marketing convention for a network marketing company that is a software platform that sends out cards in the mail. Right. And I remember going there and it's like 5,000 people and,

and everyone's going crazy. People on stage crying and I sit next to David Fry and Dave leading over and he goes, do you see what's happening here? I'm like, no, I'm so confused. He's like, he's like their software company. I'm like, I know. Why are people crying about sending out a card? Like I don't get this. He said, because they're not selling software. He said, they've created a movement. That's why people are here. And that was like the light bulb in my head. Like, oh my gosh, if ClickFunnels is a software, we're going to lose this game, right? ClickFunnels has to be big and it has to be more than that. How do we create a movement? And I went to this whole like two year long geek out session of like, how do you create a cult?

Which was really fun. I know you've read probably most of the books I read around that topic. But from that, as I did my geek out session, I was like, oh my gosh, there's the pattern of what creates a mass movement, what creates a cult, right? What creates these things that happen, positive and negative. Like from the negative side of like deep, dark, evil cults to the positive side of things I believe like Christianity and things like that. Like the pattern that creates all those things are the same. And so they open the expert secrets. I draw this little triangle. So there's three pieces that every mass movement has. And so I'm going to kind of go through those three because those three tie, um, tie back to you. So number one is every one of these mass movements has a charismatic

leader. Um, and so for click funnels, like I deem myself that person, like I'm the person who's obsessed with this. I need to be out there. I got to be living it every single day. I remember when you were in Boise and I was in ClickFunnels, I was building funnels, I was geeking out. I, I sensed, and I don't know if you said it verbally or not, but I sensed that you were, um, surprised that I was in ClickFunnels all day building stuff in ClickFunnels. I was obsessed with it. Like I, I'm not only, I don't, I didn't just make the Kool-Aid, I'm drinking it too. Right. And the same thing's gotta be true for you, man. Like you have to live the message, whatever the simpleology message is, like you have to be the greatest student of it. Right. Like people ask me all

the time, like Russell, how come you're still launching funnels? Like every month I'm like, because I have to be the funnel guy. I gotta be one doing this or else no one else is going to do it. Right. The reason why lead pages stopped having success is because Clay Collins stopped building lead pages. He stopped building pages and generating leads. That's it. Why did Clay math stop having success with infusion soft? He quit building marketing campaigns. Okay. Why am I winning click funnels? Cause every single day we're launching a new funnel. Every single day I'm in it, I'm building, I'm doing it. I'm showing people I have videos of me building funnels, talking about strategy. I'm doing it. I'm living it. I've never once seen you log into Simpleology and do something.

So I don't believe that you actually use it in your life. Okay? If I did, then I'd be like, oh my gosh, I want what Mark's got. And I do. I have so much respect for you. I see you. I'm like, some of the things you, like when you were in Boise and we were doing the ring stuff and you were eating just one salad a day.

Like I literally, to this day, since you left, I eat one salad a day almost perfectly. Um, because you did that. You talk like, just like I connect you. Like I want to be Mark. Other people will do that as well, but you've got to be doing it. Like whatever you're preaching and teaching and showing in simple ology, you have to be doing it right. People see me build funnels like multiple times a week. That's why I buy click funnels. And so the first thing, the first part of every mass movement is they have a charismatic leader who is drink, who, who is the hyper fan. They've drunk the Kool-Aid the most. They are the cheerleader. I always tell people I'm the dancing monkey on stage. And every single day I am preaching about the thing that I believe in. Um, and that message doesn't end. Um, I think the biggest problem I had the first decade and

half of my business was that I was jumping from thing to thing, to thing, to thing, to thing. And when I sat down my roots and said, I am the funnel dude. And all I'm gonna talk about for next, you know, 20 years of my life is building funnels. That's when the people came. That's when the masses came. That's when it went from just being a one-off, you know, another product launch. I made a quick million bucks to this is something that that's important and that matters. Um, uh, and so that's the first, the first thing you ever asked me was there's charismatic leader. Um, and again, we could geek out and go so deep on that and how it works, but the biggest thing is just people need to see you drinking the Kool-Aid. Um, and then they will

follow you. They will plug in and they will, they will start following you. All right. Number two, the second tier in my little triangle thing is that, um, people move towards a future based cause, right? And so in the Expert Secrets book, I show a whole bunch of different political elections, and it's fascinating. Almost with 100% accuracy, whichever political candidate talks about improvement, like we're going to improve things,

they lose to the person that talks about a future-based cause. It's fascinating. Obama talked about change, right? And I can't remember in the book. I have like, here's what, you know, so-and-so running against Obama. He said this, which is like, we're going to improve upon this thing. And, and Obama's like, we're going to change. Right. Trump is like, we're going to make America great again. Like every person that wins is like, we're going to change what's happening. Like people want change. They want, they want to shift. They need to believe like the future where they're going is, is, is the big thing, right? That's the big shift. And so for me, it's like when someone

comes to ClickFunnels, like, yeah, it's software, but if I want them to, to, to set down roots here and to be here, I have to give them things to shoot for. Right. And so one of the biggest things we did, um, initially was the two comic club award. Like what's the ultimate result someone gets from building a funnel is they make a million dollars inside of a so we have to reward that and and put it up on stage make a pedestal for people to move towards it right um it's a future-based cause it's like this is where we're going um you know the the slogan the motto that we have in click phones is one funnel away and i get teased and ridiculed by the big time marketers because of that they always tease me go russell you're one funnel away i'm'm like, dude, that mantra, that, that calling card makes me more money per day than

you guys make in any of your product launches. Like, like it's, it, people need to have that. They need to have this thing. So they're moving towards like one funnel way. I can do it. I can do it. And then the big goal they want is to make a million dollars inside of a funnel. And so we create an award, as you know, the two comma club award and people, they aspire to see that they want to move towards that. And they like, like they visualize and they they like people like literally had dana derricks took a magic marker and drew a picture of the two comic club on his sheetrock wall so you can see it every day till he got to actually one award he covered that thing up and like people have this this future-based cause they're moving towards right and uh and when they have that then they start

moving towards this my question is like someone comes in simple logic. What's the result I'm trying to get? Because if I can't define it, they can't see it. They're not going to stick, right? Like for me to get more time, that's good. But what does that mean to get more things done? That's good. But like, what's the future based cause? If you should, it's gotta be something, it's gotta be something that like they're shifting away to, right?

It can't be like, I'm trying to make, I'm going to get this thing better. I'm talking about that more in the next one here. But the future-based cause is the key. For me, I'd be like, if I was joining Simpleology, the big thing, what's the – sorry, I'm kind of struggling to get this out because I want to make sure I'm saying it right. Pretend like you as the leader of the Simpleology world, you're running for president, right? And you're standing up on stage and you're saying, we're gonna make america great again like that's what we need a political slogan right so it's like hey we joined simple ology blah when you come to funnel

hacking live you're just one funnel away we're gonna show you exactly that funnel is right like it's me showing them that like this is the future we're gonna help you get there and then and then add it we have some kind of something some carrot to get them to that thing right like what's the award what's the prize what's the what's the People sign up for insanity, like a workout to go kill themselves and they do it because they want a t-shirt at the end, right? Like that's the, like that's the goal they're moving towards. So for me, it's like when I joined Simpleology, like what's the, what's the political campaign that you're giving me? Like what's going to happen in my life? How am I shifting? And then what's the, like, what's the, what's what's the thing that I'm chasing at the end?

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Terms and conditions may apply. LinkedIn is the place to be, to be. All right, so number one was leader. Number two is future-based cause. And the third part of this little triangle is you've got to create a new opportunity and this good this really does tie back to the whole category thing in the very uh the very first part i talked about but um it's interesting like um uh and again if you read expert secrets i go deep into this but um like every offer that one of two things right one is like an improvement offer where you help somebody be better stronger

faster smarter or there's new opportunity And people don't like to buy improvement. They think they do, but they don't. Um, only like 5% of the people in the world want improvement. Okay. It's people like me who are geeking out, who, when you speak super high level, I'm like, Oh, plug me into that. I need more of that. But the rest of the masses, the 95% plus of the world, like they're not into improvement. That's why improvement offers never convert well. Um, what does convert well are new opportunities, right? And so I always look at like, what's the end result that my customer's trying to get, right? If they're coming to simple ology, they're trying to get some result. So it's more time, it's more energy. It's, it's whatever, again, whatever you define that big thing as, um, we talked about earlier,

but then it's like, um, I look at like, okay, what are the other vehicles they're using to try to get that? So if I was in the weight loss market, I'm like, okay, they're using a ketogenic diet to get that there. They're using, um, Atkins or using paleo or the car, what's the carnivore where the carnivore, like there are all these different vehicles trying to get that result. Right? So my job when I make a new offer saying is basically like, you've like, this is the goal you want. You've tried all these different opportunity. You've you've tried all these things um and i'm not here to tell you i'm gonna make a better workout plan or a faster or whatever it intends to eat an er in in the the verb it's it's an improvement offer it's like i like i'm shifting everything like you need this other thing it's called the funnel you just other thing it's called blah right what's the new opportunity you're

promoting you're giving them, right? It's all about creating new opportunities. And so I could go on that. I could do a two-day event just on new opportunities. It's so important. But that's the big concept is simpleology needs to be new opportunity, right? Like what are they currently doing to try to get this result? And what's the new opportunity you're plugging them into?

Because if you have a better task management software, you're an improvement offer. If you have a better way to get things done, a better way to manage your projects, you're a new opportunity, right? You're not a category king. Anyway, so that's the big thing. It's like, how do I transition everything I'm doing from improvement to opportunity, shifting to opportunity? All right, so that's the first four. So number one was becoming category king. Number two was the future, or the, the charismatic leader. Number three was future-based cause and forging opportunity. Um, all right. Number five thing we'll talk about is how to sell. So, um, one thing I'm going to teach you about, hopefully that's okay, is on your thank you page. You said, um, nearly 1 million users and growing most all through word of mouth. Um, which means you're bragging that you're not spending money on ads, which makes me want to cry because if

you're going to get to a billion dollars, you got to start spending a lot of money on ads. So I don't want to use that as like a war trophy that's all word of mouth marketing anymore. I want to use the trophy of like we're spending a million dollars a month in advertising. That's a better trophy because that means you are everywhere and people can't get away from you, which is where we're at right now, right? It's like, that's, that's a badge of honor that I want to put on

myself because it means I'm, I'm, I'm everywhere, right? Which is the goal. Like I want to, I want to just infiltrate. If I want to change people's lives, I want to make sure that anywhere they look, I'm there reminding them consistently that I'm there, right? Okay. So I'm walking through like the funnel of how we started, how we had success with ClickFunnels. What we did initially was we pushed everyone to a free 14 day trial. And a couple of things happened. Number one is we could not buy traffic to clickfunnels.com, right? Which is, I'm sure what happened here. Like you have a 30 day free trial. So you're spending money, you're in the whole 30 days and it's just, it's hard to get the money back. Right. Then we did an affiliate launch that and affiliates wouldn't promote because they're like, well, so how do I

get paid? I'm like, you get paid in 30 days, you get your commission. And they're like, ah, it's too long away. Affiliates attention spans short. And then my ability to spend money on ads and wait that float, it was low. And so like we kept trying, it didn't work, didn't work, didn't work. So then we shifted to like a webinar model where we sold click funnels and we made a thousand dollar version, a thousand dollar version of click funnels. They got at the time it was 12 months of ClickFunnels for $1,000 plus a bunch of other cool things in the offer. We launched it that way.

What happened, we do a webinar, make a whole bunch of money, but then we were in this launch game where it's like we made $100,000 this week and then nothing the next week, then $100,000 next week, and then nothing next week. I was like, I don't want ClickFunnels to be a launch business either because I'm going to get tired eventually and I don't want the money to stop. We kept trying funnel after funnel after funnel, and then this was the secret sauce. This is what made ClickFunnels blow up,

is that all the ads we drove were through a webinar. All the affiliates were through a webinar, everything happened through a webinar, right? Webinar would happen. We'd sell the $1,000 version and we'd make a big pop of cash. And that big hunk of cash up front would pay off the ad cost, it'd pay off the affiliate. It was awesome. But then what was interesting is that on the thank you page after the register for the webinar, I had a little video that said, Hey, thank you so much for registering for the webinar. Before you show up, I'm going to be showing you how to use this new cool tool called click funnels. Go get a free 14 day trial right now. Go play with it a little bit. Then show up on the webinar. I'm going to show you how to use it. That was it. And what

started happening is that for every one person that, that paid for the thousand dollars on the webinar, three would sign up and stick in the trial, right? So what does that mean? That meant that after the first 12 months, we had 2,500 people that paid the thousand dollars. We made $2.5 million from that, but we had 7,500 people, um, who had, uh, who had, who had joined the trial and stuck. And then the other 2,500, so we had 10,000 people into year one who are now paying $97 a month, a monthly, which made it, which was, what's that, a million dollars a month, right?

And that was the big secret because we were able to get the upfront cash to cover affiliates and cover ads. And then we got the long-term cash from all the residual continuity. And that blend is what made ClickFunnels blow up because now we can spend more money than anybody else in the world. And it um, that, that blend is what made click phones blow up because I would could spend more money than anybody else in the world. And, uh, and, uh, we could, it was just like, it was when we figured that out, it was like on like Donkey Kong. I was

literally doing three plus live webinars a day, multiple times a week. And we're doing it with affiliates, doing Facebook ads, doing Google ads, doing YouTube ads, doing more affiliates, doing like everything we could to get the momentum. Cause like when, you know, when it is an offers hot, it's hot and you want to run with as fast, as hard as you can. And I did that every single day for a year, live webinars. And then at that point we started automating it more cause I got tired. But to this day I can still tell that webinar word for word.

Okay. So that's kind of the funnel we use. So for you, I'd recommend the same thing. It's after you really identify like what your core message is with symbology, what you're going to be the category keying in, like, like really identifying you as the leader, like what things you're going to share and like what your core message is with symbology, uh, what you're going to be the category king in, like, like really identifying you as the leader and like what things you're going to share and like, what are the, what are the pieces of your personality you want to bring out?

Then it's like, this is the funnel and the webinar I would use to sell to really start blowing it up. Um, and one thing I want to step back on to number two, we talked about the, the charismatic leader. Um, I know Justin Brooke asked us in one of the follow-up comments. He said something about, or that was the first comment, who are you now, Mark? Are you a fitness guy? Are you this, you this, you this? And you said something that was interesting. You didn't want to just pigeonhole me. I do a lot of things. It was interesting. When I started this business,

it was very similar. I had learned all the pieces. I learned copyright. I learned Facebook ads, Google ads, SEO, PPC, all, da, da, da, da, you know, like all these different things. And so like, I would pride myself on like, everyone else has got a thing, but I'm able to do all things, and I can do all things better than them. And it was funny because I'd go to events,

people were like, what do you do? I'm like, oh, I do this and this and this. And they're like, okay, okay. And they're like, oh, that's Jeff Walker. He does product launches. Boom, they go to him and give him money. Oh, there's, you know, whoever, he does SEO, and they go give that person money and then me i'm like but i do all i do that plus this plus and like nobody wants to hire a generalist though a generalist they all

want a specialist right so it's like what do you specialize in and literally for me like like going from like doing well to like exploding was when i said like i'm the dude who does funnels and that's my thing that's my magic and then it was amazing because click funnels and that's my thing. That's my magic. And then it was amazing because click funnels blew up and then my mastermind groups blew up. And then like everyone on planet earth wants me to speak to be like the funnel guy. And it's funny because it's like, like I still teach everything, right? I still teach you how to, but I, but I, I tagged the word funnel to everything. Right. So it's like, okay, here's your funnel. I'm gonna show you how to fill your funnel. I'm going to show you so that I can do all my traffic stuff. I'm

gonna show you how we do our followup funnels, my email, my communication. I'm going to show you how to fill your funnel. I'm going to show you, so that I can do all my traffic stuff. I'm going to show you how we do our follow-up funnels, which are my email, my communication. I'm going to show you. It's like I can start, like I pick the thing that's my thing, but I can teach everything else that I do around it. I think for you, it's the same thing. Like you got to really figure out, like this is the thing that I do, but then you can do all, you can still teach everything

and be everything you want around it. You're just figuring that thing out. If Anthony DiClemente, it was like when I first came to him before he launched his biohackers guide to health and energy, he was like biohacking everything. So I was like, well, what do you, we buy everything. Like you name it. I can do it all. Make, what about this?

Yes. What about this? Yes. And like, he literally knew everything, like smartest dude I've ever met. And then I'm like, okay, that's cool. But like, who are we going to sell? He's like, everybody. I can sell anything.

Like every person you bring to me, I can fix them. I'm like, okay, well, um, okay, well, let's pick a focus. And I was like, what are the two things that people want the most? And he's like, for me, it's focus and energy. I'm like, boom. Okay, write a book just on biohacking for energy and focus. Because we can sell that to entrepreneurs. We can sell it to like, you know, whatever.

And then he wrote this book, and it'd be like 8,000 pages just on energy and focus. Right? And it blew up. And then now he gets clients to come in for energy and focus, but he's able to work on all this stuff around that. Um, but he's known as like, look, if you need energy or focus, like this is the dude, he'll biohack you, get your energy back and get your focus back. Um, and that was the core message most people wanted, but it brings them every client case you can dream of. Right. So for you, it's kind of the same thing. Sorry, I digressed. I should share that back in the leader part,

but I just got excited. All right. Number five was how to sell. Um, and then number six. Right. So for you, it's kind of the same thing. Sorry, I digressed. I should share that back in the leader part, but I just got excited. All right. Number five was how to sell. Um, and then number six. Okay. So I'll go through, we got type number one, becoming category king. Number two, charismatic leader. Number three, future-based cause. Number four, new opportunity. Number five, uh, the, the funnel structure, how to sell, um, software. And number six is front end funnels. Um, so, um, as you probably know, if you've looked deep into what we do, ClickFunnels is a software platform. We sell ClickFunnels all day long and it's awesome. But most of the money we spend nowadays is either to the webinar I talked about earlier or to different front-ends. So my expert secrets book, my dot-com secrets book,

my 30 days book, my one funnel way challenge, most most of the money we spend is on front end funnels because front end funnels are easier to make your money back quick, right? Like I want less upsells inside click funnels. I want more upsells in, you know, in front end funnels. So it's the book funnels, things like that. And I started thinking like, you have so many assets. In fact, I logged into simpleology and I bought everything from like day one. So. Inside my members area, let's see if I can find my login real quick again. You have the whole section with all of the old stuff I bought. I still remember of everything you ever sold. Legacy courseware, there it is.

My favorite thing still is Simpleology 101. I love that program. Like the law of straight lines, the law of clear vision, the law of focused attention. Like that right there is an amazing front you can sell for, it doesn't even matter.

It's not about money, right? You can sell for seven bucks, for 37, for 47. Like that right there, that training, it's already done. You did it like 10 years ago. It's amazing. It's in Adobe Flash.

You have to update it because no one's got Flash anymore. But there's people you can pay like 50 bucks and they'll turn it from Flash into an actual video, right? But like Simpleology 101 is a front-end funnel, right? Your Simpleology book, like, oh my gosh, that book is amazing, by the way. Like everybody should go and read it.

And then you should go back and like make a free plus shipping on Simpleology book. And then bring people through up-sell, down-sell process, right? But like those front-end funnels is what brings in customers for free. And then they get indoctrinated to you, to attractive character the future-based cause new opportunity and then from there then they sign up in droves into your into your software right um right now today um we get um on average between like 1500 and 1800 people a day that sign up for click funnels right that means they go to click phones and they create step one of their account from that between 800 and 1000 people fill their credit card so we get 800 000 people a day that sign up for ClickFunnels

that aren't tracked back to an ad. These are people who bought one of my front-end funnels. The front-end funnel does all the stuff I talked about earlier. It defines myself as a category king. It connects them to me as a charismatic leader. It shows them the future-based cause, so they have a vision of where they're going, and it offers them a new opportunity, and funnels is the answer for me, for all my front ends, right? So every front I have brings them back, and ClickFunnels brings them back. So we spend insane amounts of money

selling people these front ends, and then people come in droves to the software because of that. And my books aren't like, we have friends who have written books that are just long-form sales letters for whatever they sell. My book's not that way.

It's a book, like I barely, like in the last page, I'm like, oh, by the way, if you wanna use ClickFunnels, it's awesome. Click here. My book is not a sales book. It's just a book that indoctrinates them on what they need to believe. And then the answer is they have to have funnels. That's just how it works. And so they come that direction. I think you've got so many amazing front ends that are already done that are sitting here. All these elective courses that you have that are, um, that are amazing. The core courses, the books you've written, you've written some amazing books. Like the ears, this bill offers still one of my favorite books. Um,

simple ology is amazing. Um, mind control marketing. Like there's so many, so much cool stuff. Um, you can go through and start creating as, as front ends. In fact, my biggest problem right now is I have so many Russell Brunson front ends out there that like, you know, the marketplace is so saturated that here's 800 Russell ads every single day. It's like right now we're going to do partnerships with other authors who've written books that I can tie back into ClickFunnels. And we're doing, they're building out their whole free plus shipping funnels just with the goal of getting a customer for free and then introducing them to ClickFunnels. So number six is just taking all this amazing stuff you've created over the past and creating front end funnels with a goal of acquiring customers and then pushing them into the software.

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and reach your financial goals faster with Rocket Money. Go to rocketmoney.com slash Russell today. That's rocketmoney.com slash R-U-S-S-E-L-L. That's rocketmoney.com slash Russell. Mark, we're almost an hour long. I hope there was some value here. I hope, yeah, I hope you got some ideas. I know there's a lot. I'm going to kind of recap it really quick. So just kind of my initial quick comments were going back to Simpleology and trying to make it simple and have people opt in the complexity of the software. With upsells, taking out the

upsells and people log in, stripping out almost all, maybe one upsell and somebody creates their account, but using the upsells later on in the front end funnels, and then really becoming more vulnerable. Let the significance drop. Let the vulnerability open up. And let people be connected to you. Because Mark, you are one of the most fascinating, amazing people I've ever met. And when you feel comfortable becoming vulnerable and opening that up to people, you're going to get all the significance that you've ever craved or dreamed for.

So I hope that... Yeah, that's what I'm most nervous about sharing, but I hope, I think it's the most important. Then after that, the big core shifts. Number one is really focusing on what do you want to become the category king of? And this is not just software, but it's the software, it's the content, it's all the stuff in this business of simpleology. If you want to become a billion dollar brand,

I believe you have to be your own category. And so I read the book Play Bigger bigger which is all about category design it's amazing number two three and four you should read the book expert secrets it goes in detail but it's really about identifying yourself as a charismatic leader finding your voice figuring exactly where in the market you're going to be where you're going to become the person right number two is figuring out your future-based cause number three is how do you structure what you're doing as a new opportunity? All those things you get in the Expert Secrets book. Then number five here is structuring how you sell and how do you create an actual webinar, which by the way, the Expert Secrets book also teaches you how to structure

the whole webinar. I'll go slide by slide through the whole webinar process. So that would be the next piece is like, here's how to structure the webinar to sell this amazing new opportunity you've created for people. And number six is after you've got the webinar up and running and sales are coming in, it's coming back to these amazing assets you've already created in the past and turning them into, uh, into awesome front ends. The great formula. That was the other one I couldn't remember the name of. There you go. Um, anyway, so I hope that helps. Um, you know, if I was to start a business from scratch, um, today, those six things are the first things I'd be mapping out.

What are we the category king of? What's the attractive character? How do we identify it? What are their beliefs? What are we focusing on? Who are we the thing of? What's future-based cause? What's new opportunity? How are we going to sell this thing? And what front ends can we also build to bring more blood, more traffic into our world? So, all the helps, man. I appreciate you. I'm grateful for you. I'm so grateful that 15 years ago, you were willing to be a marketer and to sell and to sell aggressively and to convince me to part with money I didn't have because you gave me hope of a future that I didn't even know was possible that now is here.

And I'm so grateful for it and grateful for you for making those sacrifices back before we had a million eBooks and training courses and things. Back before we had Facebook ads and simplicity of driving traffic, before Instagram, before all these amazing tools. You went out there and you were a pioneer and you busted your butt and you cut your teeth

and you figured out stuff before any of us could. And I'm always grateful for the pioneers that went before us, but I'm super grateful for you, especially because you're the one that had the impact on me and that got me the shifts I needed to, to be able to be successful in this business. I hope that in some way this gave back to you because you've given so much to me in my life.

So I appreciate you, man. And hopefully everyone who's been listening in on this podcast gained from it and that you guys will have a chance to now, if you haven't heard of Mark before, get connected with him, go follow him on Facebook. He's an amazing human. And like I said, the original, the OG internet marketer back figuring this stuff out before any of us even knew it existed. So anyway, I hope you guys enjoyed this episode. If so, please take a screenshot of it on your phone, post it on Instagram and tag me and use hashtag marketing secrets. And I don't know if Mark's even on Instagram. Let's get him on Instagram as well.

If he's on Instagram, tag him there too. If not, go tag him on Facebook and tell him you appreciate him for the legacy he left and for all of us to kind of follow. Thanks everybody. Appreciate you all. And we'll talk to you all again on the next episode.

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.