The Russell Brunson Show - Level 10 Opportunity - Part 1 of 2

Episode Date: June 29, 2020

How to find and earn your level 10 opportunity. This is the first half of a presentation I gave at Stephen Larsen's OfferMind event. On today's episode Russell shares a presentation from OfferMind about how he founded Clickfunnels and the journey it took to get there. Here are some of the amazing thing you will hear in part 1 of the presentation: Hear a funny story about potato guns being shipped to a hotel where an event was held, after the event was already over. Find out why even though family and friends were less than enthusiastic about all Russell's new ideas, he kept talking about them. See why it took Russell more than 130 funnels before he created Clickfunnels. So listen here to part 1 of Russell's Level 10 Opportunity presentation from OfferMind. Transcript - https://marketingsecrets.com/blog/322-level-10-opportunity-part-1-of-2 Learn more about your ad choices. Visit megaphone.fm/adchoices

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Companion, only in theaters January 31st. What's up everybody? It's Russell Brunson. Welcome back to Marketing Secrets Podcast. Right now I'm actually in the middle of our Two Comic Club live event, having so much fun. We've got 5,000 people registered, about 3,500 people on live last day and a half straight. I'm on lunch break and I realized I didn't have my podcast recorded for this week. And so I was kind of scrambling, what would be the best thing I can give you guys? And I remember there's the presentation I did at Steven Larson's Offer Mind. And it's not the whole presentation, but the very beginning, I kind of went on, not a rant, but I kind of went off because earlier that

day, I heard a bunch of people talking about like looking for my click funnels, my big opportunity, my whatever it is, you know? And I kind of want to just talking about looking for my ClickFunnels, my big opportunity, my whatever it is. And I kind of wanted to talk about that. How do you find your level 10 opportunity? How do you find the big opportunity that's for you, that was created for you? Because a lot of times people are waiting for that to hit them. And it's like, no, no, you have to understand you have to be in momentum and moving forward for those things to come to you. And I kind of shared my journey about how I came into ClickFunnels and how it became a thing.

So I'm going to share that presentation. It's about 30 minutes long, so we're going to break it over two episodes. So this is episode number one of two about how to find your level 10 opportunity. 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 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. So happy to have you guys here in Boise with us. Is the last day and a half been amazing so far? Yes! Very cool. I just want to take a moment and just acknowledge Stephen Larson, or Steve Larson, whatever he goes by today. We always call him Stephen in the office, just so you guys know, because every way he's spelled it always changed. But it's crazy to look back, and a couple of Funnel Hacking Lives ago, he bootstrapped his way. I'm sure you guys have heard the story. To get there, he slept in the lobby.

Two days after that, was in my office asking for a job. And then fast forward now a couple of years and was able to bring 650 people to Boise, Idaho on a week beginning during a holiday to talk about offers for Crying Out Loud. This is insane that you guys are all here. So this will give me a huge round of applause. It's like, I wouldn't have believed it. So cool. Um, yeah, I got so many fun things to talk about today. So I don't have a normal presentation. Normally I have a million slides and everything that, um, today I want to do more story time and I want to tell you guys some stories, have some fun. Um, some fun, show you some cool stuff from the book that's coming out and a couple other cool things. And so that's kind of the game plan. But Catherine Jones just messaged me a few

minutes ago. I'm not sure where you're at here. I hear, hey. And she's like, if I came all the way to Boise, I don't tell at least one potato gun story, I'm going to be severely upset. So I didn't have a potato gun story planned, but then I just thought of one a second ago. So how many of you guys want a potato gun story real quick? You want to go shoot potato guns after this? That's the upsell. We're doing that tomorrow for anyone. No, it's funny. We did a family event like a month ago in Denver. Who was at the family event with us. And, uh, we were trying to get all these potato gun kits shipped there to be able to show the kids and like actually do that. And it's funny because I haven't sold my potato gun DVD for a decade now. And, uh, we used to have these, this, um, supplier that, um, would drop ship

the potato gun kits afterwards. And so like a week for, for the event, I was like, we should see if we can, if they still drop ship potato gun kits. We'll get them shipped to the event and it'll be amazing. And like this whole thing, so I'm getting Melanie to try to call them. They have no answer. They won't return their emails, but they still have an order button on their site.

So we bought them like at wholesale prices and have them shipped directly to the hotel in Denver. And Melanie told me yesterday, she's like, I just got the shipping notes. They finally shipped them. So there's a whole bunch of potato gun kits getting shipped to Denver right now. So if any of you guys are there, you can just pick just pick them up there. So that's a potato gun story

I got for you guys today. Um, maybe funnel hacking live. We'll do some more, uh, potato gun building or something, a whole extra late night session. Um, anyway, there you go. So, um, when Steven first asked me to, to speak here, the first thing he did is he tried to make an irresistible offer. Do you guys hear about this already? So we went through the whole process and we talked about like, well, what should I talk about? And we kind of had a whole direction I wanted to go. And so I kind of started initially building my thoughts around that. But if anyone's been watching my Instagram, the last like month of my life, I've been deep trying to get this traffic secrets book done. And it's been, it's been a lot. Um, and it's top of my mind and

a whole bunch of just there. And so, um, I'm going to kind of do both. I'm gonna talk about stuff I was going to talk about, but also going to traffic secrets because there's parts I've never taught before that I just want to like share. Um, again, I've never taught them publicly, so they may come out really bad. It could be a complete flop, but, uh, I'm not getting paid. So it's cool. Um, I'm just kidding. Um, anyway, so I'm going to start at the very beginning about what initially when he first asked me to speak that I really wanted to talk about because I think it's applicable to everyone in your journey. And I'm curious right now, how many of you guys have been in this entrepreneur game, trying to make money on the internet, this whole world for more than,

let's say, five years? Okay. How many of you guys have been less than five years? Less than four years? Less than three? Two? Less than one year? How many of you guys are like, you found out about this a couple days ago and you're pumped? This is awesome. Can you imagine this being their first introduction? And so I think sometimes we come into these rooms. I know when I, I think sometimes, um, we come into these, uh, these rooms. I know when I first got in there, um, that's been 15, 16 years ago now. When I first learned about this world and I came into it, I remember going and hearing all these people talking about stuff and sharing numbers and stats. And I think I had this envision in my head that like I was going to come in and like

five days later I was going to be a kajillionaire and that was going to be the, how it worked because all these other people were doing it. And, uh, I think a lot of people have that belief as well. And sometimes they come in, they start working and doing the process. And if they don't get it right away, they fall away from it, which is, which is frustrating and it's hard. And so I want to kind of just talk about my journey for a little bit. Cause every time I meet somebody, I always get people who are like, I've known you ever since the beginning. I'm like, Oh, when was that? And they're like, yeah, back when you did the dot-com secrets book, ever since the very beginning.

And I was like, there was 10 years that I was doing this before the dot-com secrets book came out. I was like, yeah, all the way back to microcontinuity. Who here remembers microcontinuity? I was like, I was six years in when that came out. So I've been doing this for a long, long, long, long, long, long time. There's been a whole bunch of ups and downs.

And one of the quotes that is in the new traffic secrets book, this is actually the.com secrets book. We just taped the cover anyway. Um, Oh, we totally did. Yeah. I had someone grabbing the, like I took pictures of it inside and I was like, yeah, it's literally expert secrets. So yeah, anyway. Um, but in the traffic secrets book, as I was writing it and researching and trying to figure out the right stuff, um, there was a quote and actually from entrepreneur lives here in Boise. Anyone here ever heard of convert kit convert kit. So, uh, Nathan Barry's the founder of convert kit. He's the local Boisean as well. A really cool guy. Something I have a ton of respect for. And I was writing the chapter on publishing. I'm not going to talk a lot about publishing today, but he had this quote

that I ended up putting in the book that just meant the world to me. And I think I wanted to kind of start this way as I start this presentation because I want this to be the thing that's in your guys' mind as we're kind of going through this journey together. So as part of an email he wrote, the subject line was endure long enough to get noticed. They said, how many great TV shows have you discovered in season three or later? So I started watching Game of Thrones after they'd released five seasons.

Pat Flynn had released over at least 100 episodes of his podcast before I even knew it existed. I discovered Hardcore History years after Dan Carlin started producing it. This is such a common experience. There's so much content being produced that we can't possibly discover it all. So instead, we wait for the best content

to float to the surface after time. If step one in building an audience is to create great content, then step two is to endure long enough to get noticed. Seth Godin is very generous with his time and will appear in almost any relevant podcast, but you have to record at least 100 episodes first. His filter is creators who have shown they are willing enough, willing to show up consistently for a long

time. Um, and so when I read that, I was just like, man, that is, it's, it's crazy. And I, I, um, was talking to my wife about this the other day. Cause it's still like, this whole thing is insanely weird to us because like this started 15, 16 years ago when we first got married and I'm sitting there and I'm like learning about all this nerdy marketing stuff and funnels. And we didn't call them funnels back then, but I was learning about stuff and direct response marketing and reading books about headlines and, and hooks. And I, all this, these things I was geeking out and I would try to like talk to people about it. Like I talked to my friends and my family and my parents and my brothers and everyone like trying to explain it to him. And you're like this for me, like the most

exciting thing in the world. I explain it to him. I go through and they look at me like, Oh, that sounds really nice. I mean, you guys have friends or family. When you guys start talking about the stuff, they're just like, Oh, you do not understand what I'm talking about. Like, Oh, and I freaking out. Like this guy did this and this person, this I'm telling story after story after story of all these people, all the people that I saw on other stages taught, telling their story, I tell their stories and they're like, Oh, that's really nice. Like, how are you nice? I'm getting this. Like, how are you missing the energy behind this? Like, what am I doing wrong to convey this? And I would talk about it over and over and over again. And

nobody seemed to care, but I cared. It was so exciting for me. And so after I started talking louder and eventually a couple of kids, I was still going to Boise States down the road. I had a couple of kids in my classes. He started listening and like, that is really, that's really cool. And I tell them about them and they got excited. I tell other people and so many people never heard me, right? I was speaking, but they never heard me. I kept speaking, kept speaking, kept speaking. And eventually a couple of people started hearing

and a couple more started hearing, but it was slow. And the first decade of me doing this, like the groups were not ever big. In fact, the last event I did before Funnel Hacking Live, which was probably about 10 years ago. So I'm probably seven or eight years in, I did an event. And we had, I think, 300 people-ish signed up for it. And I was super excited.

We did it on Salt Lake. We drove me and our tiny team. We drove down there and we showed up. And less than 100 actually showed up after they bought tickets. And I'm in this room just like, God, like, how is this so hard? Like, this is the most exciting thing in the world to me. And can't get people excited. Um, but I kept talking and kept talking and kept talking, kept talking because I was passionate about it. Okay. If I would have done this because I thought other people can get passionate about it, it would have withered up

on the vine a long time ago, but I kept talking. And so it's so fascinating to me today that there's 650 people in Boise on a week beginning during a holiday talking about offers for crying out loud. Like this is insane. We're going to have 5,000 people at funnel hacking live all talking about funnels and about all these crazy things are so excited that, that people are buying books. Like I, when I wrote this first book, man, I can't tell you how scared I was. Um, how many years have, how many guys have ever written a book before? Okay. Um, anyone ever heard, uh, you guys know Ryan holiday. He's one of my favorite offer right now. In fact, he, um, he is going to be speaking for liking live. I'm so excited. So he's written some amazing books, but my favorite of all his books is a book called

perennial seller, uh, which is a whole book about like, how do you create content that lasts beyond the moment? Right. He talked about a whole bunch of examples of movies, like what, like movies that, that are, that last for forever, like Star Wars, right? Like it's going forever. Um, and then you have other ones who, they make a ton of money and they die, right? And in the book he talks about like Star Wars, like, like name some lines from Star Wars, everyone can list off some names, some, some lines, right? Cause the, the, the movie's a perennial seller, but he says, um, you know, the highest grossing movie at the time was Avatar. He said, can anyone think of a single sentence from avatar? Can any of you guys give me a quote from avatar? I see. I didn't even know that. I see. We got one person remembers the

line from avatar highest grossing movie, but it died, right? Okay. Friends was the same way. Friends is an amazing show. When it ended, it ended. Seinfeld has like lived on. So what's going to work that lasts in a work that doesn't last? And he talks about that. And it's just amazing book called perennial seller. And again, he's gonna be talking about, about how to create art that, that lasts beyond. It's not just a book, but art movies, courses, whatever your thing is, like how do you create stuff that lasts beyond yourself, which is something I study. Cause I like, I don't know, I'm in this like phase of my life where I'm obsessed with like the legacy of this whole thing. How do you, how do you do that? Um, one thing talked about in the book is, uh,

is how interesting is with creators where when you create something, you go into private, right? Like when I've been writing these books or doing whatever, like I'm in private, my own in my house, studying, learning, reading, geeking out. But then when you like make it public, it's like, it goes from being this like this private thing to this public thing. And like the fear of rejection is like the scariest thing in the world, right? And so I remember putting this out and being so scared. I was so passionate. My heart and my soul, a decade of my life went into this and put it out there.

I remember sending it to a couple of my friends and just having so much anxiety. What if they read this and they hate it? They don't like it. This is so important to me. We put it out there and luckily they liked it. In fact, Rich Sheffrin, have you guys heard of Rich Sheffrin? He was one of his most scared to read.

He had to read every book on planet Earth like 400 times. In fact, there's a video of him on YouTube that's worth watching. He shows his book writing process. He buys a book. He rips the binding off of it. Excuse me, first up, he reads it all, highlights it. Then he cuts the binding off of it.

He scans the whole thing. He sends the scan to one of his Filipino workers and takes all the highlighted sections and writes them into like a PDF. And then he's done that for like, I don't know, 7,000 books over time. And then every morning he wakes up, he's like, what I'm gonna study today.

He's like, copywriting. He's like, these are the 30 best copywriting books of all time. Plugs in his highlights into like an iPad. He jumps on the treadmill and he'll read 30 books in the morning on whatever in his, his highlights into like a, into an iPad. He jumps on the treadmill and he'll read 30 books in the morning on whatever topic is he wants to like do that day. I do the obsess with like, it's, and he has a whole video showing the process. It's the coolest thing in the world. I remember sending him the book and I'm just like, Oh, rich hates it. Like I am done. I'm, I'm walking away from this whole thing. Um, and I remember

afterwards he called me, he was like, did you book? I'm like, yeah. He's like, it's really good. I was like, Oh my gosh, are you serious? Like, ah, that feeling. And so I'm sure a lot of you guys have never felt that or you're going to feel it because it's scary, right? Especially if you're here, you're fired up, you're excited about the next thing, the offer, you're going to create all this stuff.

But as you get in the creation mode, start putting it out there, like there's always going to be that fear of like, I'm going to give it to the world. And what if they reject it? Okay. And so that's just, that's going to be happening, but I want to kind of step back in my journey and I want to talk about just all the stuff that I, that I tried. In fact, I printed this out before I showed up here.

Who here in this room thinks they made the most funnels? They're not like click create funnel and like demo funnel and then create, you know, like give an 8,000 year account. Okay. Who here's built more than 10 funnels? Like built, launched live, like we're pushed out into the world. Traffic was sent to him. Who has built more than 20 funnels? More than 30 funnels? 40, 50, 60, 70. Anyone want more than 70? All right. Okay. Um, I was able to find 131, not just, not just funnels that like I played with a little bit that we built pre-click funnels in Photoshop and front page that we built, created, launched and went live. Here's the first couple of links right here. These are the next ones here.

These are the next ones here. Next one's here. Next one's here. Every one of these is a funnel that we created, built, launched. My designers do Photoshop, and I use FrontPage because I could use FrontPage.

In fact, I use FrontPage all the way until ClickFunnels launched for my nerds out there. What about Dreamweaver? I couldn't figure out Dreamweaver. I used front page and that's all I ever did. And then ClickFunnels. These are them, 131 funnels that I could find. I think there's more. I'm going to try to eventually get them all and put them all in chronological order. But that's how many funnels I created over a decade and a half before I created ClickFunnels. Can I share this with you guys for a reason? Because so many of you guys are looking at me and saying, oh my gosh, Russell created ClickFunnels. Now he's making hundreds of millions of dollars. It's so cool. It didn't happen overnight by any stretch

of the imagination. Okay. It happened because I kept doing it and kept doing it. And I did after I did after I did after I did. Okay. Most of you guys don't have your big idea yet. You may think you do, but you don't. All these ideas, every single one of these things I thought was my big idea. Like I put my blood, sweat and tears into it. Like every single, every single one of these things took months to build the crate, build, write the copy, do the design, get the thing. Like it was, it was like a labor of love every single time. And most of them didn't even work. Like how that will not work. It's like the greatest idea ever had like potato guns. Like seriously, it's going to be huge. Right. Um, all sorts of stuff. seriously. It's going to be huge, right?

All sorts of stuff. If I, someday I want to like, it'd be fun to do a whole presentation and show you guys like the iterations of like, oh, I had this idea and this is why. And this one and this one. And it would take days though just to go through them all. But that's, that's what I had to go through, right? And on this journey as I'm doing this, like, I don't really know where I'm going. All I know is I'm just going.

I'm moving. Momentum forward, right? I mean, I feel like that sometimes. Like, I don't really know where I'm going. I'm just moving forward right now, hoping that something good happens. Okay. That's good. I don't know what it is. Like there's something about motion and movement and forward progress. It was, you do that. God, the universe, whatever you want to call it, starts rewarding you for things. So I was moving forward. I'm like, this is the greatest idea where I started doing it. It's like, ah, it kind of sucks. But all of a sudden that door opened. I met that person. I found this thing.

And I started moving. The next thing. And I tried this. I tried this. I tried this. And all these things in this journey started as I was moving forward. New ideas. New opportunities.

New people came into my world that made it possible. Hey, everybody. This is Russell again. And really quick, I wanted to invite you to join arguably the best thing that we've ever put out inside the ClickFunnels community. And it is a challenge we call the One Funnel Away Challenge. Everyone in their business, in their life, they're one funnel away from something. Some of you guys are one funnel away from quitting your job. Some of you guys are one funnel away from getting more impact.

Some of you guys are a funnel away from growing your company to the next level. And so we created this challenge to help you to create and launch your first or your next funnel. No matter where you are in your business, this challenge is going to help you to help you understand the strategy, help you understand the tactics, help you understand all the things you need to be successful with your funnel. So I recommend you do right now is stop everything, pause this audio, go online and go to one funnel away.com. That's one funnel away.com and join the next challenge.

There's a challenge starting in the next few days. So go get started right now. One funnelnelAway.com and join the next challenge. There's a challenge starting in the next few days, so go get started right now. OneFunnelAway.com.