The Russell Brunson Show - (MS) Pirates Cove - 2 Moves To Prepare For A Recession

Episode Date: May 12, 2023

Here's a quick snippet of the conversation I had with my elite Inner Circle members about 2 moves I'd recommend taking to profit from upcoming recessions. Once a year my Atlas Group meets with me at a private getaway called Pirates Cove. That's where we share not only our big-wins with each other, but the strategies we're taking for the future. During my most recent trip, I spoke to everyone about how we did during the last recession, and the steps we're taking to prepare for and maximize our returns during the next recession. 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

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Hey, what's up, everybody? I hope you guys are all doing amazing today. Hopefully your businesses are growing. They're flourishing. You're having a bunch of fun. I actually had a really cool opportunity to fly out to Atlanta this week to go spend time with Todd. Looking at ClickFunnels 2.0, building out the roadmap, finalizing some core features. Anyway, some really cool things are happening. I'm super proud of what our team has been building. And I can't wait to show you guys all the new stuff that's coming, coming down the pike.

You know, 10 years ago when we launched ClickFunnels originally, we completely changed the market forever. And what we're about to do, I think, is going to do that again. So anyway, there's the tease. That's all you get right now. But hopefully you're using ClickFunnels 2.0. About 33-ish percent of our customers have migrated over, which is amazing. So I know you guys are loving it. And yeah, so I'm super pumped about 2.0.

And I just got back late last night and I thought about like, what can I send you guys as a podcast this week that'd be helpful? And as you know, there's a lot of talk about an upcoming recession. And about a year ago, I had a meeting with my category kings. We were at Pirate's Cove and we're talking about all sorts of things, but I did a little session on the recession, how to prepare for and what's happening. I think all of us thought it was going to hit harder and faster than it did, but there are a lot of government interference and interaction that are keeping things not seeming so bad. But I do think that there is a recession coming that we do need to be preparing for. And so I want to take that

conversation from the mastermind group and bring it to you guys here just to help all of you guys prepare your businesses. So, and again, this was just a clip from a presentation I gave my Atlas, or excuse me, my category king group, Pirate's Cove. And by the way, if you've won at least two comic club, you should be in one of my mastermind groups. We have, as you guys know, our coaching program with the two comic club X coaching program for those who are anywhere from startup phase to a million dollars in sales. But as soon as you won your first two comic club award, you have the opportunity to apply to be inside my inner circle. And there's three tiers in there. There's inner circle for life. Then there's a group called the category Kings and there's a tiers in there. There's Inner Circle for Life. Then there's a group called the Category Kings.

And there's a group called Atlas. And each tier is based on how much revenue you're making. But it's a really cool spot where you get to go deep on these kind of things. So if this is you and you're someone who wants to master with top of the people about these kinds of things. Um, if you go to inner circle for life.com, which is spelled out I N N E R circle F O R life.com, you can go and apply to be part of that program. Cause it's a, it's really cool. But anyway, I digress. This, uh, conversation was from one of our closed door meetings. Um, but I thought it'd be powerful to help you guys. Um, and so, yeah, anyway, with that said, um, here's a presentation, um, to help you learn more about how to prepare yourself for the upcoming recession.

I had a wrestling t-shirt when I was growing up. I used to cut weight in and the wrestling t-shirt said, hesitate, don't, or dominate, don't hesitate. Um, and I remember last time there was a recession, like, I didn't know what that meant or what was happening. I was just kind of like doing my thing. And it was interesting because in my business, it was 2008 or 2009 when everything went crazy and nothing happened in my business.

I'm like, I'm a genius. And then like a year and a half, two years later, and then I got hit. And it was like, everyone just woke up in it. Is that a stage speaking? Yes. And big Tony hands um but i got hit and i wasn't ready and then you know we got through but it was like it was brutal uh during

that time and i had other friends who were more aware what was happening and they just did amazing things and then the backside of it they just went crazy and so um this time around as we're going through recession and all the things that are happening i was just like i've been trying to like strategically think through a lot more um it's also been fun because uh ever since we bought dan kennedy's company i have a two-hour call with him every single month ask him anything i want and so we spent two hours just talking about um this and going really deep on it which was really fascinating he's seen it from his perspective because he's like a billion years old and he's coached entrepreneurs today like 12 times. And the biggest thing he told me was,

how many of you guys have read Marketing to the Affluent? He's like, that's the Bible for the next three years. If you understand that and master that, he's like, you'll just dominate. But that's the whole thing. He's like, right now, you're going to notice. In fact, he said, this is like the money pyramid. And there's like the rich, the middle class, and then the poor. And, um, he's like, right now, most of all of us are selling to the middle class right here. It's like what happens during typical

recessions, the middle class moves down to here. Um, and the rich move up. And he's like, if you transition your messaging to sell these people, you'll make way more money. If you stay here, uh, you're going to struggle. Cause there'll be less and less money here. And so he's like, just, it's all transitioning it's fascinating we were at well some of you guys know bart shops for me once a year so we were in vegas shopping and it's crazy because like if you look at all just at the malls you look at like all of the these stores down here that that service like they're all empty and you walk in louis vuitton packed there's lines and the dudes like uh we were at um uh hublot or hublot how you say the name

the like the sweet watches they usually wear um and the dude's like this watch is 185 000 into this he's like we can't keep him stocked they're just flying like crazy and like this market is booming right now and everything else is and it's gonna i think this will keep happening over the next two years three years and so just thinking about that from us like selling premium that was dan kenny's biggest thing and like marketing the fluent was like, he's like, that's the thing. Cause this isn't a shift. This will go up and he's like, this will pop back in a couple of years. But, but if this is where you're focusing all your money, it's going to be, that's the scariest thing. So that was like the big takeaway from Dan. That was fascinating. Um, and then the other side

of it, um, that I'm, you probably know, so I'm playing in a lot over the last 12 months is there's a whole bunch of people like us right now who are in business, who don't understand things at our level. And they're all just kind of like, um, not wanting their businesses. Um, and so we bought, I don't even know, six or seven businesses in the last 12 months. Um, and so we bought, I don't even know, six or seven businesses in the last 12 months. Um, and so I want to talk a little bit about, because it's crazy how basically people just give you their businesses literally for free. You take them over and then you pay them for the profits and it's, it's crazy. Um, so there's the analogy.

If you guys are, who has ever heard the analogy of the Rembrandt in the attic? A couple people. I figured a real estate guys would know. So I was in Joe Paul's room, and this guy said that. As if everyone should know, he's like, oh, yeah, it was Rembrandt in the attic. That's why we paid so much money. I'm like, what are you talking about? I'm like the dumb kid, like, what did you just say?

So this is the metaphors. Basically, I'll tell you. Here's the metaphor. No, don't ruin it. I'm telling it. This is the buildup. Okay. Yes.

Okay, so this is what the analogy is. Basically, it's like, there's someone who's got a house for sale. Let's say the house is selling for, I don't know, $250,000, right? And everyone's coming in to look at the house. They're like, ah, it's maybe worth that, maybe worth that.

And some dude comes in and it's like, comes back out, I'll give you a million dollars right now. And the guy's like, it's $250,000. I'll give you a million dollars right now for the house, but we've got to sign up. So he signs on it. And the question's like, well, how come everyone who came through is like, it's 250 000 i'll give you a million dollars right now for the house but we got signs on it and the question is like well how come everyone who came through was like it's maybe worth 250 and one dude's like i'll give you a million dollars right now

and the reason why is one dude went through the house and there was a rembrandt original painting up in the attic worth 40 million bucks so he wrote the check for a million because he knew there's a rembrandt in the attic and that's what's happening right now so like there's all these businesses that are struggling they can't figure this out but because of what we So like there's all these businesses that are struggling. They can't figure this out, but because of what we know, like there's a Rembrandt in the attic. So a good example is, um, uh, John Reese, how many guys remember John Reese? I think I bought everything he's ever created now at this point, but he had one last thing is this funnel simulation software called guru.com. He's been selling for the last 10 years and he's just kind of just chugging along. I can't quite figure it out. Recession's happening. Sales are dropping. Ad costs went up. He's been selling for the last 10 years and he's just kind of just chugging along. Can't quite figure it out. Recession is happening. Sales are dropping. Ad costs went up. He's freaking out.

And, uh, I was like, Hey, people who buy funnel simulation software will probably want to buy funnel software, I would assume. Um, and also his business model is broken. The way he's selling it was not correct. He's like, he was doing it in this like a traditional way. I'm like, ah. And so, um, uh, last year we bought Brad Callen's company. He hasn't heard Brad. He's in their circle for a while. Um, but he had like Dudley and Tunely and all these things. And Brad had, Brad had taken a traditional software product and he just shifted the funnel a little bit.

And it went from doing like a million dollars a year to 40 or $50 million a year just by shifting the model of how the funnel was structured. And I looked at johnsguru.com and he was doing the wrong structure. And like, this is Rembrandt in the attic. I'm like, if I make these two tweaks to the funnel, I can model what Brad did. And I can get to the point where it's doing 500, 600 buyers a day who then obviously would want click funnels. And so there's this Rembrandt in the attic where I'm like, oh my gosh, that's worth a whole crap ton to me versus anyone else who tries to sell to there's, there's nothing. Right. And so, um, but literally it's like, it's like, here's, here's the business, take it over. And

then I want you to pay me this much for the next three years to pay it off. And so it didn't cost me any money. It was just like, here's the business. We take it, fix the model, blow it up. And then, yeah, similar to Dan Kennedy, we bought Dan Kennedy's company. We had to pay for that up front, but the initial launch completely paid for it. And now it's just this revenue stream. That's just pure, pure profit force moving, moving forward. Um, lady boss was kind of a similar thing. Like it was this Rembrandt in the attic where they try, they tried earlier this year to sell it to a big company. It kind of fell through. And then Brandon and Kaylin just got tired, so they decided to shut it down.

But it's like because we know what we know, there's like a couple tweaks we can make that all of a sudden this thing becomes insanely profitable or valuable to any of the businesses. And so I'm curious, have any of you guys in here purchased a business yet or have you looked at it or thought about it or you guys have a couple? That was the thing I just wanted to kind of stimulate because right now there's there are more deals i would say in the last 24 hours since lady boss went live i'd say probably a dozen people who somehow got through all my gatekeepers that got to me were trying to give me their business like that fast like there's most people do not want their business right now. They're looking at what's happening and they're freaking out and they don't anyway. Um, and so, yeah, ad costs have gone up,

product, everything. And so they're all freaking out. And what people are also doing is they're just shutting it down. I mean, they're just walking away from it. One thing falls through. That literally last inner circle meetings when Brandon Kaelin emailed their entire list, like, Hey, we shut lady Boss down, sorry, we're blowing up inventory, we're just closing the whole thing down. I know. And I was like, I'm sitting there twitching like, they have a 1.9 million person email list.

Alright, I hope you guys enjoyed the episode. I know the concept seems really, really simple. But I wanted to share with you guys just because it's really the big secrets, the big aha. It's how we prepare and protect ourselves during some of these times that might be a little scary. A lot of you guys know Dan Kennedy has been my number one mentor over the years in marketing business. Even today, he's still a person I study with.

In fact, last week he was in Boise and we had a three-day mastermind with him, which was insanely cool. But he's got a book called Marketing to Fluent that he goes deep into these principles and concepts. And so I recommend going and getting that if you want to read really good books at the bookstore, I'm sure you can get it on Amazon or whatever. But also if you want to go deeper, he did a whole course on Marketing to Fluent and we give it to all of the Magnetic Marketing Diamond members for free. So if you're not a Diamond member yet, if you go to diamondupgrade.com, you can go in there.

And basically almost all of Dan's courses over the years are in there for free. You can go and subscribe to him. And it actually will push it to your favorite podcast app. So you can listen to it while you're driving or working out or whatever. But if you do, go to diamondupgrade.com, upgrade, and then go get the Marketing to the Fluent course. Push it to your phone and listen to it over the next couple of weeks. And I promise you it'll help shift your mindset on how to prepare for this recession, how to make sure you're selling to the right people, and a whole bunch of other cool things.

So anyway, with that said, I hope you guys enjoyed this episode. And I will talk to you all again soon. Bye, everybody.