The Russell Brunson Show - My New Favorite "Plata O Plomo" Story

Episode Date: June 7, 2018

If you want to see the impact that 'plata o plomo' had on one of our funnel hackers, listen to this episode. On this episode Russell talks about setting lead or gold, or plata o plomo deadlines in order to be able to achieve your ultimate goals. Here are some of the awesome things you can look forward to hearing on today's episode: Get an update on one of Russell's friends that was previously discussed on the podcast. Find out how Russell's friend was able to give himself a plata o plomo situation in order to find some success. And hear why Russell still sets lead or gold deadlines for himself, and why they could work for you in your business as well. So listen here to find out what plata o plomo means, and why it's so effective in helping people achieve their goals. Transcript - https://marketingsecrets.com/blog/my-new-favorite-plata-o-plomo-story Learn more about your ad choices. Visit megaphone.fm/adchoices

There's a hostage situation in the Olympic Village. You're sports. You're in way over your head. People can't stop talking about September 5th. It's a madhouse down here. It's one of the best movies of the year. What's happening? Oh, God. September 5th in select theaters, December 13th.

What's up, everybody? This is Russell Brunson. I want to welcome you to the Marketing Secrets Podcast. So, the big question is this. How are entrepreneurs like us, who didn't cheat and take on venture capital, we're spending money from our own pockets, how do we market in a way that lets us get our products and our services and the things that we believe in out to the world and yet still remain profitable? That is the question and this podcast will give you the answer.

My name is Russell Brunson, and welcome to Marketing Secrets. Hey everyone, so it's Friday, it's the last day of school. I just watched my fifth grader graduate from fifth grade, which was exciting, and tonight we are driving to Utah for a couple reasons. Number one, I'm gonna go see my mom and dad, which is always amazing. Number two, my kids are going to see my brother and his kids, which is really exciting. And they're pumped for that.

Number three is we're going to be going to Tim Ballard's and we're going to be filming a part for the OUR documentary, kind of a call to action at the end where people can donate to raise money for Operation Underground Railroad. And then number four, there's a big Thing Entrepreneur of the Year award thingamadoo that I'm in the finals for, and I'm going down for that. Apparently, it's a black tie event, which I don't have black tie stuff. So yesterday, I raced to Men's Warehouse and bought a nice suit and a nice tie, and now they're getting them all custom fitted i'm

hoping and praying they get them done before i drive past the building on the way out of town because otherwise i will be dressed up in flip-flops and shorts at my black tie event so anyway wish me luck hopefully i'll have a shot at winning the entrepreneur of the year which kind of fun um and uh that's kind of happening's happening we this week we had uh our two column club x event was here in boise and it was really cool we had about 250 300 people who were here and then uh and then they are and i didn't go to the event because i'm trying to for those those system events it's like run by uh by james p frill and then uh steven larson julie stoyan and john parks and then branco peter's kind of running

it so like i don't need to be there those ones which has been nice they've been doing them all so i can stay home continue working on mother funnel which is still not live anyway i digress and uh anyway but afterwards they wanted to come to a tour of the office so they're all busting over to come to a tour of the office and i was like i want to speak and they're like no you need to go home it's gonna be too much and they. And they're all going to want pictures with you. I'm like, I know, but I really want to talk to these guys. And so we jammed like 200 people into our conference room. That was like 60 people who were sitting on the floors and standing in the room only.

And I came in and had a chance to do a presentation for them, which was really, really fun. I love that stuff. The energy of the room was just palatable. You could feel it. You could taste it. It was so cool. Anyway, and I shared them that stuff. The energy of the room was just palatable. You could feel it. You could taste it. It was so cool. Anyway, and I shared some stuff. The one thing I want to talk to you guys about is those who are in the Two Column Club X program,

you remember that I gave a presentation at Funnel Hacking Live called PLOTO or PLOMO, which stands for lead or gold or the silver or the bullet, depending on how direct of a translation you want to get. Um, and, uh, and the whole thing was like, basically like you, we want you guys to be in a two comma club, but if you want to come in, like you have to set your letter gold like thing. And then the story band letter goal, I heard this originally from Gary Halbert. Uh, he talked about how like the Mexican mafias or whatever, if they want to get a lot passed

or a lot of change, they'd go to the, to you know politicians like you need to change the law and they're like no that's insane so he said that night then these uh these same mobsters and uh they'd break into the homes of the politicians and they would come up to them and they'd have a gun in one hand and they'd have a bag of gold in the other hand or silver and say you you need to make the law change and you've got one you got two options number one is lead i'm gonna kill you, you need to make the law change. And you've got one, you got two options. Number one is lead. I'm going to kill you if you don't. Number two is gold or silver. You need to pay it if you do. And, um, and that was kind of the metaphor is, you know, when that's your two options, either lead or gold, you pretty much figure out a way to, to make it happen. Right. Like, but those are your only options. And so the whole theme of this is like, look,

he doesn't want me to call him a club. Like you can't stop. You got to stop thinking about it and dreaming about it and you need to make it a thing, like make it a letter gold, plato or plomo thing. And so this is why we have this coaching program we call Two Column Club X, and it's to get a Two Column Club award and then Two Column Club X, which is an eight-figure award. And it's going to be plato or plomo, and we're going to push you guys along. And it needs to be life or death. If you can trick your mind into being that, you'll actually have success.

From that, we had 3,000 or so people in the room, 600 or so, signed up for the program. That's the people that are in this program that we've been serving. It's just been really, really fun. We're sending them all these cool Plot to our Plomo things. They all got t-shirts that say Plot to our Plomo now. It's like the chant, the mission statement for them. It's like, look, letter gold. We got to make this happen. We're moving it forward. We're doing it. And it's not, it's not a cheap program. It's either $18,000 a year or 1800 bucks a month. So it's expensive.

And it's, I told him, I think the reason why it's expensive is I want this pushing you and like, and like getting you to, to take steps. Cause if it's like, Oh, it's a $97 a month continuity program. You're, you're not going to take this serious. It's like, oh my gosh, like I got to make this work. And anyway, so I did this little presentation and I talked about a bunch of things. That was the big one. It's just like, look, you guys, like, you know, Funaki Live was two months ago.

Where are you at now? Like, have you been setting your own deadlines? Like set a deadline, make it a plot tour, plumb a deadline. Like I have to get this piece of the puzzle done and like, don't go to bed till it's done and then pick the next date and like set these dates and pull you through. And, um, anyway, so it was, it was, uh, it was really cool. And then, uh, the coolest part is this morning. So one of my friends, and if you've

been listening to this podcast forever, you heard, I did, I did a podcast for one of my friends in elementary and junior high school who was struggling. And, uh, and I reached out to him on Facebook and anyway, I tell a story in different podcasts. I'm not going to go deep into it, but I basically told him, I said, Hey, if you, if you go and, um, and listen to my podcast, um, I'll tell you what you, you know, what it is I think you need to do to, to help you. And, and he agreed to do that. He went and listened to like 20 or 30 podcasts.

And so I recorded an hour long podcast for him specifically. So if you go back in the archives, you can find it's an hour long. I talk about, um, the three types of people in the business. There's the, anyway, go and find it. There's my trick to get you to go binge listen to every episode over the last year, but it was about a year ago. So hopefully you can go and find it.

Anyway, long story short, Front Hacking Live, I was still communicating with this friend and he wasn't able to come because it was expensive and he wasn't making enough money yet. I said, look, I'll give you a free ticket if you can figure out a way to get out there. It was fun. This morning, I don't want to ruin the story, but he joined the Two Common Club X program. He came this morning to my house and we could hang out for an hour and talk.

He was telling me the story from his point of view. He was like, look, I didn't have money to come to the event and so i put on credit cards and i was like you know hopefully i can figure out a way to make at least three grand back in credit cards so i came out there and he's like and then you guys made the the presentation for the two common club x the plato or plomo and he's like he's like and i i was like sick to my stomach he's like i was so much fun to watch you do the presentation and see the master doing his thing he's like but then that night i went back to my hotel room and and i sick to my stomachs. I knew I needed to be in it, but I didn't have the money. He's like, you don't understand. He's like, my, my rent is

like 700 bucks a month. He's like the last two years prior is making $25,000 a year. He's like, we are in poverty. And he made this presentation. It was $1,800 a month. He said, I sat in my room crying cause I knew I needed to be part of it, but I knew I couldn't. I called I called my wife and you know, we talked about it and you know, we said, you know, we're not in a point in our life we can, and maybe in the future we will figure out a way to do it. And he said he went to bed that night and he struggled. He couldn't sleep very well. And so the next morning he woke up and he went down to the event early. He was standing around and I went, he was talking to Kevin Anderson, who's one of our video dudes. The guy does all the fun on Hacker TV stuff. And he said, after talking to kevin he's like i need to join he said i walked over to the thing and i gave him my credit card i

signed up um for this program it's 1800 bucks a month that i i couldn't afford but i knew i needed to do as soon as i felt he's like i had chills i felt like he's like i just i knew it was the right decision and i didn't know it's the time had i known i'd be like no dude like i probably would have like talked him out of it um they said he said he was so scared he didn't know at the time, had I known, I'd have been like, no, dude, like I probably would have like talked him out of it. Um, they said, he said it was so scary. He didn't even tell his wife right away. So he went home for a week before he told his wife and they finally told her and she was like, we don't, we don't have 1800 bucks a month. Like we can't do this.

Like I know, but now I have my plot short plomo. Like I have to figure this out. I got to do it. And he started just telling me what he did afterwards. And, and, um, uh, he went and created an offer. He's like, I saw how Russell created offers. So I created an offer for my video work and I went and I presented he went and created an offer he's like i saw how russell created offers so i created an offer for my video work and i went and i presented to somebody and and he said uh they were excited but they couldn't afford it so they said no and i was kind of bummed out and he said

he said i met someone else when we're working a project and then i uh they wanted to do more stuff with me so they asked me for a quote and i told them twenty five thousand dollars i made him an offer i kind of did a stack like you did. And he said, yes. He's making that one deal. I more than paid for the coaching program. And then, uh, and then since then he's closed another deal with 11,000, I believe he said, and, um, he's got the ones coming in the pipeline. And, uh, for him it was that, that plot to our plomo where it was like, you know, for a year prior we'd been talking about this, he listened to podcasts, even that kind of moving things forward. But it wasn't until he had that, like that letter gold thing where it's like, look,

you've got two options, either, either make this work or you're done. And when he had to, he was able to figure out a way. And so I just want to show up to you because man, he was telling me that story this morning. Um, as someone who's a friend who I've known since I was five years old, um, it was cool. And I, I, I, I would be kidding you if I didn't tell you, I was scared to death when I found out he had signed up. I was like, dude, I know you don't have the money for this. Like you shouldn't be buying this. But for him, it was like, I needed that, that letter goal to push me to make sure that I, that I did it. And he's like, now I've got this network of humans and entrepreneurs who I,

I connect with a different level than normal people. And like all these, all these amazing things are coming from it. And, and, um, anyway, so plot to or plumb, I just want to share it to you guys because I know a lot of you guys have been playing this game for a long time. You've been listening, you've been sitting on the sidelines, paying attention, enjoying it. Um, but I think for a lot of you guys, you're not going to have the success you want until you make that plot to or plumb decision. It doesn't have to mean giving me 1800 bucks a month.

Like that's cool if you want to do that, totally up for it. But it means like, like setting your deadlines, like this has to happen and forcing your mind to believe it. I'm in a weird state now where ClickFunnels is growing insanely fast and all these, like this amazing stuff's happening and like I don't need more money.

We don't need to like launch next funnel, whatever. But I still trick my mind like, hey, this is the launch. It has to happen. Plot tour, plomo. And like, and I get my whole team convinced and we set these dates and we don't miss them. Like, that's why you probably hear me on the podcast sometimes like, well, it's three in the morning, but we had to be here because tomorrow the funnel is going live. And you probably think, why in the world is Russell doing that?

Like, it's like, he's made enough money. He doesn't need to launch this next funnel. He doesn't push it out a week or two and get it done the right way. And the reason is because, because I know what causes success. It's that mindset of plot to our plumos, a mindset of like, this has to happen. Like I would argue that the reason why I've been successful is because of that, because I've tricked my mind in that. I continue to, the reason why I continue to keep pushing the envelope, the reason why we're continuing to grow. Like I've been in this game for 15 years now. I've seen friends and businesses come and go

businesses who I thought were so big, they would never topple. They're gone. Now you guys wouldn't even recognize the names if I mentioned them. And, um, and what's the difference? I think the other ones, people become complacent. And for me, like, I don't want to be complacent. I want to continue to grow and to serve. Like I can't have the impact on the world. I want to have, if I stop or if I shrink, like I got to keep on growing. And so it's like setting these deadlines, keeping things moving, going forward, like plot to our plomo for me, um, doesn't just mean money. It means the impact I want to have. And so, um, I just encourage you guys to start looking at that mindset and shifting it and realizing like someone broke into your house tonight and said, look, this phone's got to go live by Friday or else you're dead.

Or if it does go live, you get this gold, like which one are you going to do? What would you do? And how would you trick your mind to be able to figure out the right way to do it? And if you do that, you're going to figure out the right answer. So there you go. Hope that helps you guys. I'm going to go in and get some stuff done

because we got a webinar next week in my Plot to Reploma moment. I literally have two hours and 15 minutes before it has to be done because at that point I'm jumping in a car and driving to Utah. So Plot to Reploma, that's what's happening right now in my world. Pick your date, make a Plot to Reploma moment and run after it. All right, with that point, I'm jumping in a car and driving to Utah. So plateau or plomo, that's what's happening right now in my world. Pick your date, make a plateau or plomo moment and run after it.

All right, with that said, appreciate you guys. Have an amazing day and we'll talk to you soon. Want more marketing secrets? If so, then go get your copies of my two bestselling books. Book number one is called Expert Secrets and you can get a free copy at expertsecrets.com. And book number two is called Dot Com Secrets and you can get your free copy at dotcomsecrets.com. And book number two is called Dot Com Secrets, and you can get your free copy at dotcomsecrets.com. Inside these two books, you'll find my top 35 secrets that we've used to become the fastest growing, non-VC backed SaaS startup company in the world.