The Russell Brunson Show - Bootstrapping from $0 to $100,000,000+ Part 2 (Ian Stanley Interview)

Episode Date: August 8, 2022

Here is the exciting conclusion from the Russell Brunson and Ian Stanley interview. 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

Air Transat presents two friends traveling in Europe for the first time and feeling some pretty big emotions. This coffee is so good. How do they make it so rich and tasty? Those paintings we saw today weren't prints. They were the actual paintings. I have never seen tomatoes like this. How are they so red? With flight deals starting at just $589, it's time for you to see what Europe has to offer. Don't worry, you can handle it. Visit airtransat.com for details, conditions, and supply. AirTransat. Travel moves us. What's up, everybody? This is Russell Brunson.

Welcome back to the Marketing Secrets Podcast. I hope that yesterday or whenever you listened to the last episode with the first half of the interview with Ian Stanley, I hope you enjoyed it. This is the exciting conclusion of the interview. It's part two of two. This is the second half an hour. And as you can tell from the interview, if you listened to the last episode, we're talking about all sorts of stuff. It was really fun and hopefully you guys enjoyed it and it was entertaining. And hopefully you also learned some really cool things for your business as well. So with that said, I hope you enjoy the episode. Thank you

so much for listening. And I'll take you over now to listen to part two of my interview with Ian Stanley. 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 in this podcast. We'll give you the answers. My name is Russell Brunson, and welcome to Marketing Secrets.

Dude, we got Nathan Berry in the house now. Hey, what's up, man? I never use ConvertKit because it's the worst. Oh, I'm just kidding. It's all the clicks and converts and all that that's what's that's what boise is click funnels and click bank and convert kit paul could not figure all right this is a very i gotta quickly tell you this because it's a it's a really quick stupid story so we're at craft and commerce and paul the video guy this one of the most interesting human beings you'll ever meet in your entire life uh he goes to one of the talks at convertkit and he comes out of the like you know it's like a breakout one and we're like so what did you learn he's like she's talking about

some software the whole time um it's like showing how to build pages and stuff and i was like oh what was the software and he's like it was kind of like she's talking about it's kind showing how to build pages and stuff and i was like oh what was the software and he's like it was kind of like she's talking about it's kind of a picture but not really but kind of just showing the software it's like he's like click something i was like click funnels he's like no it's like click bank it's like no and i'm like those are the clicks click up and he's like no i don't think it was any of those and then then like later he goes, I say something like, oh, this is something about ConvertKit. And he goes, oh, that was the one. And I go, it's their event.

And he goes, I had no idea. He literally had no idea that the whole event was put on by ConvertKit. And he couldn't even figure out the name of one of the easiest software names to remember and that's paul that if you want to know paul and for those of you who were here yesterday that he thought pants that was his idea as well uh if you have any pants related ideas that's that's paul's recipe oh man um okay sorry that's just a fun thing to talk about, but okay. So actually one of the

questions I had is, I know you talk about the dream 100 quite a bit. How much is that truly? And then there's that guy, Dana, who just like ran with it and built a whole entire business off of it. How much is that really like a part of what you do huge to this day like uh yesterday doing dream 100 stuff um monday my entire day is dream 100 all working towards uh click phone supernova launch but um it's it's funny because people are like oh yeah i heard you talk about that and then they pass it i'm like right it literally is the key like the traffic seekers book everyone's expecting me to talk about google ads and facebook ads and stuff like that and the first like 75 of the book is like the dream 100 like that's

the secret to everything and like right that's how i bought click funnels i must i was early yeah i bought when i was living in san diego so this must have been eight years ago it was like this it was during when you were doing the weekly webinars i think yeah and i can't remember whose list it was that i must have bought from, but it was the, and I didn't have the money for it at the time, but it was the $2,000 offer. I think it was for the year or something. It might've been a thousand.

It was a thousand then I think. And I launched my first course like the next week with Derek Johansson and made, we made $12,000 and I was making five grand a month at my job. So it's like, holy shit, this is incredible. But that was the first thing. And that was when you were, so that's how you built it, right? You basically went to all these partners. Yeah. The first year I did, I think I did year one, I think it was like 70 or 80 webinars the first year. Sometimes it was like, you know, three or four weeks, three or four a day, just lining them up and we were doing it and doing it and doing it

until we passed 10 million in sales. That's past $10 million when we started automating it. But I still, when we do a launch in our book, we do our Fridays and we do, like we have full staff, like three or four people all, their only job is Dream 100, like just connecting and talking to them

and sending them stuff and getting promotions lined up and like it's always constantly happening. Is that still then your primary traffic is other people? to this day we get more from our affiliates and all of our i mean we're spending two million bucks a month on ads and we get more from our affiliates and we do all the ads in mind and they stick longer they're better people like all those things i guess it's crazy to me because even to this day like when we do our own campaigns right like we'll do our campaign and like 90 percent of our sales still come from the email. Like to this day,

like all the stuff that we talk about and we do from, you know, ads and this and that and all this stuff, like email still trumps all. It's like, if I can get an affiliate to send email, that's worth, you know, 50, 60, $70,000 for the Facebook ads. So why not have someone full time who just lines those things up? That's what, so, and it's so interesting hearing that because, well, first off, email apparently is still alive, Nathan. But this is something that with clients I've worked with, we'll have typically three to four times lifetime value from somebody else's list versus YouTube, Facebook, anything else. And Cam and I have talked about that.

Two years ago, when we decided to partner, we were like, let's do this money DNA quiz and let's do CPL in the make money space because nobody does CPL offers in our space. It's all in the health space. It's all CPL, right? That's when Biotrust had to make that change. We're going to pay $2 a lead. And they absolutely blew up through that model same with geary that's what they did they're just like let's just get emails

from other people's lists because these people open click and engage with email and it's like getting people from tiktok or youtube onto a list they might be email people yeah but they might not that was actually something from your event that when sam pa was talking and i was like i was like god i don't want to do blog posts but then you realize the reason why those lists are so valuable from blog posts is those people are readers yeah if they like if you watch youtube you're not necessarily into reading but if you read blog posts especially thousand word blog posts you're probably going to read emails yeah so you guys sell books people read books for better people right i'm not like they're better customers they're better yeah yeah so yeah 100 that's like people why do you have so many books to your front

ends because like people read books are the best customers they're the ones have the most success the ones who you know it's like why not create something that generates the dream person so like you run facebook ads on the book the facebook people like books show up and they enter your world and we have every one of our uh because i mean i probably have more front ends than any other company on the planet right so we have however many front ends but we can track like which front end they came through how long they stick and so like the people come through book funnels stick longer they last longer how do you track all that um it's a nightmare there's like 10 different things we use um a lot of just internal data so we um you know obviously click funnels we see we can see all that that, but it's pulling in all the things from our own internal ClickFunnels tracking

plus Hyros, plus Wicked Reports, plus, I don't know. It's a whole mess. Do you know LTV numbers? Do you know Tyler? My team would know that for sure. Yeah, because he built the whole software basically using ClickFunnels for LTV tracking. Oh, I don't know.

Yeah, so we've used that a ton. And I mean, the problem was he didn't have a phone sales component and that's been a bigger part of our business now. So we use Hyros and we're using LTV numbers. We're working with them directly to develop it properly because if we're buying a bunch of leads, we have to know day 7, day 14, day 30 value and everything. But when we started doing that with

the book especially like my free plus shipping front end we'd get around a 35 to 50 day zero value but they'd be worth like 90 by day 30 i think and then up to 150 by day 90 so that decision was so completely different when we're like oh they're only worth 50 bucks and we're spending 50 bucks. But then you look like we're 3x ROAS by day 90. But doing the LTV tracking is what's so tough for the most part.

Cleveland's 2.0 is cool because it has a lot more of that stuff all built in. They be able to track plus CRM components so they'll be able to track further, deeper too. So you should message me

and then we can make sure he connects with us and all we can make sure he connects with us and all the new stuff yeah i'll get that we'll get tyler to connect with you so dream 100 is really like it's almost like when i read traction the first time i was like this is a cool idea and i didn't realize that it's like no it's this is actually an operating system for your entire company yeah so you really like if you're going to start something new so when you did when you bought dan kennedy's company did you is that that's step one so what does that actually look like then so what is like so i love trello because it's simple so i build a trello board and then uh typically what i'll do is i'll make columns for the different uh platforms

like you know social and dan's hard because most of his dream partners aren't socially yeah we're gonna build a huge list we have a new sales video that's going live in like a week or two that literally after you watch it makes faxes like the coolest thing on the planet um anyway so that's that is actually exciting i was at dan kenney's house and he's got a fax machine there's a sticky note with my fax number on his fax machine i was like i've arrived this is the greatest thing like i'm on dan kenney's speed dial on this fax machine which isn isn't even a speed dial. It's just a posted note. It's a pink sticky note. It says Russell Brunson and my e-fax number or whatever it was. Does he still have no cell phone or anything?

I always knew that he wasn't connected to stuff. I didn't realize how big it is. So I went to his house. He goes to the basement. He's got this whole... Does it sound ridiculous? No, it's very modest and shockingly like... so dan had a whole bunch as a kid he had a whole bunch of money and his parents they lost all never got it back so he has this really weird thing where he just i think he just hoards money like he's got to be a billionaire but he just lives anyway his basement's really cool like tons of books and like he's got a mastermind room and

everything and we're down there and um where does he live uh in cleveland ohio yeah beautiful place anyway he was like he's like he doesn't not not only he's not like we know he doesn't use email and stuff like that he does not have internet in his home what yeah i was like no he said check my computers he's like behind there's nothing connected um at all and so he he types whatever it is on his computer and then he prints it he walks the fax machine sends it to whoever it is that's the process and then like we're doing a he prints it out. He walks the fax machine, sends it to whoever it is. That's the process. And then like, we're, we're doing a book together right now. So like he'll fax me the chapter and then he,

so that gives his wife Carla the file on a thumb drive and then she overnights it to me. So I get the overnighted doc version every, cause he can't email to me. And I sit there, I'm like, how in the world do you, he's written like 40 books. I'm like, he's so prolific. He writes so much stuff. I'm like, how in the world do you do your research written like 40 books. I'm like, he's so prolific. He writes so much stuff. I'm like, how in the world do you do your research? If you don't, if not hooked on the internet. And it was so funny. Cause he looked at his stacks of like everything here.

He's like, this is how I do my research. And he's like, how do you do your research? He's like, don't you feel like you're sitting in the middle of a strip club when you're on the internet? Like, how do you get anything done? I'm like, that's a good point. There's so much. That's why he's written 40 books. Yeah. And, um, uh, oh crap. I was about to say something else about him but i forgot what it was anyway but it's fascinating i mean so he man i want to do now i want to do a youtube video

i think in like youtube titles i've been working with daryl leaves i know you know daryl right so i had a call to him yesterday he's he's amazing incredible with youtube it's crazy talk about obsession like he is obsessed with youtube and uh he's now i just am like thinking in titles like you just think in those like pithy little titles and i just that just made me think i lived like dan kennedy for a week that would be a i would watch that video just to see what that person but you get so much done yeah you willing to get rid of internet for a week so that's what so the the other office i store my books i set up a dad after go to dan's place i set up a um an office with a computer and no no uh internet for that exact same reason i can't do like dan kenny does so now like i go there

every morning for a couple hours and i write and there's no internet access and it's the weirdest thing but after you get past that crutch of like i gotta google the thing or whatever like it gets you this really cool flow how long have you been doing that for um i saw dan probably two months ago so like last two months or so and has it been it's been really cool at first it's really hard because you feel like you can't do anything and then um now it's awesome because in that room's all my books too so it's like if i'm my research i gotta find a book so i'm like oh i'm gonna go look at you know 1847 like history of advertising and like oh my gosh like i've never found on Google. Like this is the cool, you pull different ideas and things. Is that in your house?

No, it's an office next to my office that we just rented temporarily. Oh, the library one? Yeah. Hey, Funnel Hackers, I want to talk about building your business. You've got the idea, the passion, the drive, but here's the thing.

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month when we started using RocketApp. Now their their dashboard is amazing, and you get a clear view of all your expenses across every account you have. You can even create a personalized budget with custom categories and track your monthly spending trends to stay on top of your goals. You want to save for that dream vacation or pay off some debt? Their new goals feature automatically saves money for you, so you don't even have to think about it. So cancel all your unwanted subscriptions 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. So you just don't have Wi-Fi there? Like, yeah, you could theoretically. I'm sure on my phone I could hack it. Yeah. Okay. I'm trying

to like, yeah, trying to like, this is my, I'm going to write here and nothing else and see. And so what is he just, when you go that, that like what does he do then does he watch does he have like cable no he just reads and thinks that oh i'm gonna tell you this is okay this is the coolest fact so he's written 40 books he literally told me he's like i have never been to amazon.com i was like what he's like never been there he's like i'm it's like a thing now he talks about it like it's a place you go yeah i've never been to amazon.com. I don't know which streets that on, is it a warehouse or is it next to Barnes and Nobles? I don't think he talks like that, but I don't think he knows. Yeah. But isn't that crazy? Like he's never that

prolific and often he's never once been to amazon.com and he's so proud of the fact he's never been there. It's just like a pride point. Yeah. A hundred percent. Yeah. I want something like sneak a laptop the next time. Like, there it is. He's like, Oh my God. So he just like a pride point yeah 100 yeah i want to like sneak a laptop the next time like there it is he's like oh my god so he just like lives just he's like all my clients send him stuff now so it's like he like everyone is like outsourcing stuff and then the best stuff they'll like fedex the tubes only get stuff to him so he's like all his research is stuff that people thought was important enough to fedex to him and that's what he does his research on. And when he looks at it, it's really cool. Because what does he do now? Also, was the death hole just...

No, it's totally real. I mean, he's a genius marketer, right? I mean, what better thing? I would love to die before I die and see all of the nice stuff people have to say when I pass. I think the dream is everybody thinks you're gone you're just off in the woods and then you come back and you get to see all the amazing things people said like i gotcha thank you why didn't you say that while i was alive yeah that's

awesome i mean that's so cool i mean it's not awesome that he almost died but but he did that was real it was real 100 and it's and so like now like he he lost eyesight when i saw other health problems but what's cool is like his mind's still sharp like he didn't lose that which is a lot of people you know that's the first thing to go so it's been cool because uh with acquiring the company i have a chance every month i have two hour calls and so every month i get to go and like at his feet and ask me questions i want it's just been like it's been the coolest like outside of buying the company like just you know he's been my mentor forever like from a from a distance now it's like really cool to be you know have that relationship with him that yeah it's really cool it's dan kennedy yeah like i think so many of us started by reading something 100 did you so did you is it g kick that you bought

gkc yeah it would have been gkc yeah. They changed the name a million times, but yeah, it was... And now, what is your guys... What's your plan with that? Because I remember, in full transparency of my experience with that company, was I read No BS Time Management and then something else.

I recently did Almost Alchemy. It's so good. It's probably the best one. So many people need to read that book because so many people don't understand that marketing is math. Yeah. And it breaks it down so well. Yeah, of the 40 books, he's probably the best one so many people need to read that book because so many people don't understand that marketing is math yeah and it like breaks it down so well the best one it's almost alchemy it's so good and nobody knows it exists and it's a weird name for what it is yeah um that book's amazing and his books are so good and his mind's great but i bought one binder like you know they'll send you the binder of this thing and i bought it i must have

been 23 or 4 and it was like 300 which for me was a lot at the time and i ended up like having to call them and be like hey i need a refund like i'm sorry but this was it was like it was like a thing that they had put into a binder and it wasn't very good and i know people who are like no his stuff's the best stuff ever and dan's isn't they're like it's amazing but i had that one experience and i was like oh i'm not going to keep buying from them yeah and i'd lost that what year was that about that must have been 2014 okay yeah it makes sense a while and but i'd heard that from other people that there was a little while and when bill blazer sold the company there was like an almost a decade where the people

that took it over were just yeah well that's what's so exciting about you taking it over is it's like he has this incredible information oh yeah but it was just at that point i don't think it was even his they had just like copied some it was literally they were like it's dan kennedy's name we just put it on here and people will pay a premium and it was like laziness for sure yeah there's been a lot of that. So we're trying to bring back things. But yes, the reason why, and it's interesting because ClickFunnels, obviously, the way we grow ClickFunnels profitably is we have front ends, right? And there's a whole bunch of Russell Brunson front ends. And that's good on one aspect because it's like I can bring people in and stuff like that.

But it's also bad because then it's like relying on me. And so for me, I was like a couple of years ago, I was like, I want more non-Russell-based front ends that aren't me. Because number one, if we ever sell in the future, it makes it more sellable. If we go public, it's just better all around, right? Or if I get hit by a bus, the company doesn't go under. So that was the question we posed a couple of years ago. How do we create more non-Russell front ends. And so most of all,

our acquisitions are happening are all based on that too. Like, Oh, this like Kenny's like he's written 40 books on marketing. Like there's 40 Russell front and non-Russell front ends we can use. We can leverage their not like, plus he is, he is the best in the world at low key promoting things throughout his book. Somebody did. Have you seen this thing somebody took notes on how many times in one of his books he cross-promoted one of his other things or

mentioned one of his things it was 168 times are you serious yeah and then i was like youtube video where's that it's uh i'll i will find it for you it was written written in, it's, it's this weird, I found this odd document. It sounds so much cooler when I say that this weird document of a breakdown of Dan Kennedy, talking about people who buy how to make money products. And there's this also like my favorite story ever is this old dude who he, he died while he was shagging his wife. He finished and then he died and then he was resuscitated. And then he went to the hospital.

They brought him back to life and he had to get a new hurt. And he wrote a sales letter to 18 hospitals and got a new hurt within like three weeks. And I was like, talk about an opening sentence. This guy came and then died and and i know the opportunity concepts course so we're republishing that right we're working on republishing that's from that course the opportunity concepts course i wonder i'll buy that for us immediately because that's amazing yes you told that story i'll actually listen that story runs in hawaii during thanksgiving so i was going through all the

stuff after we bought it and like i do remember that story which was fascinating that guy went on and just created all these biz ops and killed it. And the coolest bit, we were going to do that with our 90 Days to Freedom program. Originally, we were going to give a laptop, like get a Chromebook and give it to people that had all the stuff loaded on it. So they had this separate laptop that was just for the business. Because he did that. He would give people a computer. He said the problem then was that people didn't have computers.

So he's like, let's give them one. So they would build them a computer with all the stuff on it. And then that guy was fascinating. But so, but somebody, I think it was in that thing. They said they counted it. And it was 168 times. I think that he had talked, whether it's like during my private consulting days or this thing or this thing that I charge $18 dollars for this it is um and then i was like god damn it i really messed up with my book i was afraid of even like

drop putting in like a go to persuasion or you know go to you know templates email templates i'll call them to get these or whatever and now i'm like i wanted to go back and just rewrite like just throw in all these because that stuff adds up in a big way when people are reading the book i'm doing a co-author book with dan right now and that's the thing he's trying because i'm the same way i got like chapter 40 is when i talk about click funnels right but it's like i had the same way i could hide it way in the back and he's just like you should have this every single page you talk i think he's big into that and like trying to like weave it in but it's still a good book right it's not like there are people who do it where you read a book you buy the book and you're like i wish i hadn't bought this book it was just a 30 page or a 50 page sales letter yeah it's their webinar written down whereas his are actually

really good books he's just a master at like throwing in little weaving in those little pieces yeah that's what like i learned um when i got into the dad kennedy world back in the days watching like you go to the events and like i didn't realize at first but all the speakers were people from our community like um and like oh this is this is a platinum member on you know so they always introduce the speakers by like what level of membership they're at and they didn't catch on initially but then as i got later i was like i realized that i wanted to be the top level because like they're the ones on stage they're the ones doing these kind of things it's like when we built the click funnels uh our funneling live event

if you notice we have like a handful of like big speakers but 90 of our speakers are community members right and they're people in my mastermind groups the people in these things so i can be like oh this is my inner circle member oh some of my category kings oh this is my and all some people are seeing that positioning and and they're like oh that's that's the path to get the thing right um and that's you know why our events have gone so big and created so much because it's like the community and then people like i could i could be on stage next year and then they ascend and they move the next thing and they they move all the stuff is all watching dan do that all the time like every time we introduce him there's never like russell brunson's coming on stage it was

always like diamond or what was i uh titani member russell brunson you know like it's always like my my identity was tied to the level membership i was paying and how many membership levels were there that do you know there were a lot back in the day. I feel like when you're getting to titanium, you've really exhausted your heavy metals. We've got metals, we've got rocks. That was the biggest thing when I took the company back over. There's still like seven or eight levels. I was like, this is so confusing.

It's like, let's kill them all and we got two. So we have two levels now. And we spent the first year rebuilding at level number one. And then the fax machine video is going to be what launches level two again and then we'll probably anyway but it's just yeah we simplified so much of it because it just got complex i love it well unfortunately so we'll go we'll do one more question here um man another time if you don't i want to i want to ask you about the acquisition stuff because i feel like that's a whole we could spend an hour talking about that and i feel like it's such an interesting way of growing things like instead of investing in stuff that's not business related where you're hoping to get

10 or you're hoping to hit some moonshot crypto whatever it is um but i'm curious for because one of the things like we're looking into buying some software companies because we're not software people, but it's so easy to sell a software that does something that people are trying to do themselves right now. But I just have a question from since you've done a lot of software stuff, obviously Nathan has too. But I created this thing called Call Me Maybe. And so it's an app that lets you, it's just like what you're saying. So you literally, you can call people on your phone when you're driving, walking your dog, whatever, and you get paid per minute. So people sign up, like, I want to talk to Russell

for however many minutes they put in their info. You call on your convenience and you talk to them and you get paid per minute. So you could be like, you'd probably charge, I don't know how much a minute, but you just get paid per minute. But to launch it, I had a similar thing. This guy this guy my buddy's like it's going to cost you half a million dollars six to eight months of all this development and i got it done for 10 grand 15

after some profit but my question is because software is so different and i'm 100 percent inept like i have no skill so i can't get in the way but with the software in particular first how is it different than the info stuff you've done and like what are the biggest roadblocks with software and would you do it again i guess would be another question well it's interesting because we talked about this earlier but my all my first products were software right like back 20 years ago and i was a boise state going to school, like these little one-off software products. Um, my favorite businesses, number one is software. Number two is info. Number three supplements. Like those are the three only categories I'd ever go into. Cause I love all

three of those businesses are fascinating. They're fun. They're exciting. Um, but yeah, I would, I would only do software again, like in every business, I think there, if you think through there's a software component to every business and software makes them stick longer to make people they're easier to sell people stick longer so yes i think that um but you're right on the other side there's that complexity i'm not a technical person too in fact i have a t-shirt that says technical or non-technical co-founder because like i don't know how to do these things right my degrees in computer information systems like i said are like a 2.1 gps like i don't know how to do anything i like i know enough i understand what they're talking about but i don't know how to do things you're not actually doing

any of the code yeah not at all and so i lucked out because all my prior software businesses like i was managing coders which i could do but it's hard because like i had to think through every single aspect like i'd have a designer design something and i'd send it to the programmer and then there's just this constant and it worked but it was just hard and slow um when i met todd and we partnered with him he's a technical person who understands our world as well so he's able to run and do things and that's the thing on the fly that's the heart how do you find that's i think the hardest thing to find 100 software people want to build the perfect that has nothing to do you're like i just need to know if this makes money first yeah that's what i was telling i'm like no i need to know if people can can you call it's phone function can you just

charge people to talk on the phone and he's like well you're gonna need all and i'm like you you don't understand the business yeah and then my other buddy is understood he was a direct you know he's a copywriter before this and so it's like he gets it but that's how important is that a huge part of it is them understanding for sure because most engineers want to over over develop everything which is good and you know long term yes you want that right but todd in fact i had this funny conversation with todd because he's the smartest person i've ever met on this planet like he's just he's smart at everything marketing business coding like just he's he's a genius um but i remember we had this conversation he said the reason why i'm a good coder is because i'm the laziest coder ever. I'm like, you're not lazy.

You work your butt off. He's like, no, but like most coders will like, they'll look at something and they're like, okay, this is gonna take seven months to do. And he's like, and they're okay with that. Cause like, oh, I gotta code this and develop. And they love that. He's like, I'm lazy where I'm like,

okay, there's a seven month version, but there's probably a seven week version, a seven day version. When I get done today, like, what's that look like? And so he'll go in there and just kill himself and get the thing done today. And it's like, yeah, it didn't do everything, but it does the one thing really, really really well and it took us one day as

opposed to seven months and that's like todd's genius and then he'll finish it and then give it to developers and they'll spend the next two years over developing it writing all the tests getting stuff but he's able to go and like what's the what's the thing that yeah proves that this is actually valuable because we spend seven months and give to the customers and then you find out that they didn't need like there's feature. That's one of the biggest problems that ClickFunnels at one point was, we kept building these features because like one dude would be like,

oh, if it could just do this, it'd be amazing. So we developed these things and then it was good for one customer and nobody else used it. Or maybe a handful of like the really niche-y info, you know, like the nerds like us would get it, but the 99,000 other customers don't understand it, would never use it.

And then we'd have a T-DOS to keep maintaining this feature for all these people and just a nightmare versus now it's like the opposite like okay like what are the things we actually need let's figure those things out and then yeah so i think for you i would try to find somebody it's hard like i definitely got lucky finding a todd that's a really good point that's probably why it's already it's like been very easy working with him and it's like a great relationship because he's a he had a product called hollywood physique you know and how to he had you know he wrote sales pages he gets minimum viable product he understands these things so now i'm like oh that's really lucky but that makes so much sense yeah because developers

especially i had one guy who's this german he's like i want half of the company and three thousand dollars a month to build it and he had like no experience and i was like you're out of your mind didn't understand business doesn't understand any of it so it makes so much sense that just finding would you say that the developer is potentially the most important piece of other developers other than being able to have an idea that can sell developer is someone who's like who can manage developers right because eventually it's not just a developer right like you're gonna rock star but over time it's like who can who can be a developer or someone who's like who can manage developers right because eventually it's not just a developer right like you're gonna rock star but over time it's like who can who can be a developer slash manager so that they can bring on a team and get more people

i've had people pass through good developers they can manage people so we couldn't grow right right like like nathan had one developer building commercial he never got what he got to right but he had i'm i don't know the business of what he does i'm sure there's there's maybe it's him but there's someone who understands that can manage and hire teams and build teams and then because that's how you long-term grow right right you can't build an empire you're okay with v1 being good enough yeah i mean cliffhanger one point was built by what by two people todd and dylan like the two people dylan built the editor todd built software and that was it and then it's like then we had to go and you know hire team then we had to like figure things out but yeah 100 like people gonna pay for this before we go and you know that's that's the

backwards way the vc world works is they get a whole bunch of money to hire a huge team of people and then they overdevelop stuff and hope it works and it's like that we that's not a game that we play right because they don't care if if eight of the companies they invest in fail as long as one of them goes to the moon yeah so i think it's like hiring or hiring or partnering with someone who is like a good developer who could develop and then also like has the skill set to like to be able to like when it's past this thing like i can manage people to like continue the vision going because right now todd can manage 40 50 developers and keep his vision going versus if he wasn't there every day i'd be like okay well how do i make let me log this as part of the app okay let's make this better this way you know like

i wouldn't be able to do anything stuff i'm doing because i'd be trying to micromanage or you know all the things that you need someone who's got a vision as well so like finding you know cto or a visionary or technical co-founder who's got a vision of what you're trying to do is huge how you make it past just a one-off product like all my one-off products I had prior. Did you think this would be the last question? Hey, Funnel Hackers, let me paint you a picture. You're running a business, your funnel's finally converting like crazy, and suddenly it hits you.

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clicks to claim your credit. That's linkedin.com slash clicks. Terms and conditions may apply. LinkedIn is the place to be, to be. Did you think click funnels would become what it is today um you can say yes people are always like super i never could have imagined i thought it was gonna be way bigger well i think it's funny because like when we first launched in my head i thought we'd get 10 000 customers first month like that that was my head but i also thought like that the the number of marketers in our world was maybe 10 or 20,000, right? So I thought we'd have grown faster, or excuse me, yeah, faster,

but I thought the ceiling was lower, yeah. So I feel like that's the kind of thing, you know, it took us longer to get to 10, it took us a year to get 10,000 members, but then now we're 120,000 members, right? So it's like, it's way bigger than, the top's bigger. And a lot

of us we've had we've had like we just turn people into customers you're like you've taught you've taught people that a funnel is i mean whitney's chiropractor is like he's like a russell brunson like a ton of chiropractors in the world i love it he's like uh he worships you i think he's like oh my didn't he say he's like oh my god you're talking to russell he but he's like uh i mean gone so deep into it but chiropractors didn't used to think like that wouldn't have been for sure it was your market right that's it's been funny uh this is like business strategy but our first year the first couple years like how do we get the known universe people understand what funnels are that was like the first goal and then it's like okay we got them all i think it's like the 10 20 000 people and it's like we have to create customers like we did

like they're not more customers. They don't want to funnel. So how do we create a customer? So that's like the info products or webinars or things like that, or creating gurus that are industries who then can take this message to the chiropractor world, the dental world. Like we have gurus in every industry out there who are preaching funnels to their audiences, you know, and, and, and bringing the people back into us. And so it's been like, how do you create customers?

And then, yeah, as you, as you grow and scale, it's like more and more of those things because there's not hot customers laying around forever. Eventually you, you get all those, then you need to figure out the next, right. Next wave, you know? Awesome, man. Thank you so much for coming. So how do people find Russell Brunson? I mean, obviously they can just Google you and that's a thousand. And then I'll follow you forever on every app.

He will find you. And then also make sure then i'll follow you forever on every he will he will he will find you and then also make sure to check out you know muscle thunson and then did you ever see tiny robbins by the way no oh i gotta say tiny robbins that was one of my favorites it was hard to do though because i was i was a little person and i had another guy's arms through the shirt and so it was a lot of work so we only filmed them one day but tiny robbins you've only seen it i don't know you should if you should send it to him if he doesn't laugh i talk about shelf sabotage and how i couldn't reach things on the top self because because of the height i'll send it to you they're pretty outrageous um but so where what's the i

mean they're so ridiculous and my voice was shot after doing oh my god shelf seven my i was just like how does he do that i made the mistake of doing one of his things as like a joke at our first event i was like oh i couldn't talk for an hour afterward i was like no wonder his voice is shot like that thing kills um but so what's the biggest thing you're doing right now where people should go follow you find these is like a hub though if you go to marketingsecrets.com that's like links to all my basically almost all my front end funnels are there so you can find my books my software marketingsecrets.com do you just have secrets.com too uh no i think

i was gonna say it's gotta be yeah yeah i think I like, yeah, I don't know. I love that one. I bet people see your Tesla. They go, Secrets.com. Like, oh, I'm like this guy. That's the guy. This guy's nuts. Little do they know that you're on the third set of the spectrum possible from that.

But dude, thank you so much. This is super fun. No, thanks for having me. I really appreciate you coming to the office and hanging out. Thank you for listening to the office and hanging out. That'll help me to know what to create for you. Also, Dan Kennedy and I would love to give you the most incredible free gift ever, designed to help you make maximum money in minimum time. This free gift comes with almost $20,000 worth of pure money-making information for free, just for saying maybe.

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