The Russell Brunson Show - Secrets of Autosuggestion: Emile Coué’s Thoughts on Reprogramming Your Mind | #Success - Ep. 68

Episode Date: September 8, 2025

In this vault episode of The Russell Brunson Show, I pull out a rare book from Emile Coué, the man who pioneered the idea of autosuggestion. Long before Napoleon Hill and other New Thought leaders, Coué was teaching how to reprogram the subconscious mind, and the same principles still drive personal growth and persuasion today. I’ll walk you through the difference between thoughts, outside suggestions, and the practice of autosuggestion… And why the third is the key to real transformation. You’ll hear Coué’s most famous daily phrase, why it works so powerfully, and how this one simple tool can change your mindset, your habits, and even the way you sell. Key Highlights: The difference between thoughts, outside suggestions, and intentional autosuggestions Why autosuggestion works better than affirmations your brain doesn’t believe The exact phrase Coué taught his students to repeat daily… Real examples of how I weave in ‘hypnotic’ autosuggestions into my sales presentations and webinars Coué’s method isn’t just about positive thinking… It’s about taking control of what your subconscious mind believes. When you understand how suggestions shape beliefs, you can use them to transform yourself and to influence others in a powerful, ethical way. This episode connects the dots between a century-old book and the presentations, pitches, and funnels we use today!! It’s insane! You’ll love it!  If you want my notes on the Coué method and a printable version of his daily autosuggestion quote, go to russellbrunson.com/notes⁠⁠⁠⁠ and grab it for free!! ⁠⁠⁠⁠⁠⁠http://russellbrunson.com/notes⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://sellingonline.com/podcast⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://clickfunnels.com/podcast⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Learn more about your ad choices. Visit megaphone.fm/adchoices

Now, obviously, if you want to sell stuff online, you're going to need a good funnel. But if you want a great funnel, then you're going to need to use ClickFunnels. ClickFunnels is the number one funnel builder in the world, helping more first-time entrepreneurs to leave their nine to five and to launch their dream than any other company on earth. ClickFunnels was built for the dreamer and the doer, and you can get a free 14-day trial by going to ClickFunnels.com slash podcast right now. That's clickfunnels.com slash podcasts.

ClickFunnels, because you're one funnel away from changing the world. This is the Russell Brunson show. What's up, everybody? Welcome back to The Vault. Today, I've got a really cool book from somebody who's very, very prolific during this time period and taught some things that literally almost every other personal development author started using. Like Napoleon Hill was using his teachings, other people you'd be aware of. And even nowadays, a lot of people are using what he taught, and they're acting like

they invented it. But it came originally from this guy here named Emilku. And this book right here is one of his books. He's a lot of really cool books. This one's called The Practice of Autosuggestions. And this was a book that was about $350. So not super expensive, but they are hard to find, especially in English. Originally, these were written in French.

This is the cover of the magazine he was in, and I got some ads. He was actually selling the book, which is really cool as well. We'll probably dive into the ads as well. But Emil Koo was one of the first people ever talked about this concept called auto-suggestion, which is something that is very important to learn for your own personal development, but also as you are persuading and influencing other people to understand how suggestion, auto-suggestion work as well. There's a quote on this ad I'm going to share with you.

This is one of the core things that people say every single day. But before I get into exactly what that is, Emil always talks about is a concept called auto-suggestion. Emil Koo was like the first person really talk about this and write books about it and teach about it. Nowadays, we may call it affirmations or things like that, but it's different the way that he taught it. So you think about this, here's you as a human being, right? All of us know that every single day, by default, like our heart beats, right? You can't focus. You can't change that.

Your heart's always going to beat, right? Same thing in our lungs. Every single second or whatever, our lungs fill there and they go down. Like, these are things that happen inside of our body that just happen all the time, right? And the same thing happens in our brain. our brain just gets thoughts and they pop up just like your heart beating just like your lungs breathing like thoughts just come right so think about this you always have these thoughts and so a lot of like what happens in personal elements like you have these thoughts pop up and sometimes thoughts are positive

sometimes they're negative but what you can do is like is take that thought that's happening and like change it to positive thoughts right like this is the big they talk about any kind of personal element right think and grow rich like think about things that you want to achieve think about things right but now there's two other things that are happening that affect our subconscious mind right And this is what's interesting, because our subconscious mind is the thing that actually directs what we're going to be doing in our life, right? First I'm talking about it's called suggestion, because that'll help make auto suggestion make more sense. So, so you think about this life, as you're going through life, there's always people that are suggesting things to you, right? And it's everything from your parents, they give you different beliefs that they've had throughout their whole life.

They say things, right? It could be their beliefs about money or about weight gain or weight loss or about happiness or about their belief or whatever it is, right? But you hear these suggestions and they get woven into your subconscious mind. they become part of you, right? Almost every movie, every TV show, who is the villain? Like, the villain almost every single time is the evil rich billionaire, right? It's always the entrepreneur is the bad guy in every movie. And so, like, throughout time, you watch a thousand different, you know, Disney movies,

and the entrepreneur is always the bad guy. Eventually, like, man, entrepreneurs are bad guys. It's like, that becomes, like, the subconscious thing that's suggested to you from outside. But there's always the suggestions happening, okay? And they affect who we are. Okay. And then the third thing, so we have our own thoughts that just pop up. We have suggestion.

People have suggested stuff to us over time. And then the third one that in Mill talks about, out is auto suggestion, right? And this one is the key. This is where you are choosing the things that you want to put into your brain. So instead of just like, I hear my parents say this, I hear my friends say this, I hear TV say this, or music or whatever, instead you're saying, what are the things I want to be programmed in my subconscious mind? Let me auto suggest those things to me, and then those will become my subconscious patterns, okay? And so that's kind of the premise of almost all of Kuh's work is all tied back to this, is understanding the suggestions

coming from the outside, and they're just showing up, right? Your thoughts are popping in. You can actually choose what things you want to suggest upon your subconscious mind. And by repeating them over and over and over again, they will become the pattern. And so that's the whole key, right? And so what's fun about this ad that says, let the coup method cure you, right? And so he's talking about here is like, what is the thing that you're struggling with? It could be weight loss.

It could be health. It could be struggle making money. Like in here, he's got to be healthy, be happy, be resilient. So what they do is they find inside of his book, side of his work, like, what are the suggestions and thoughts that you're having right now that are keeping you and holding you back from having what you want life. If you're not healthy, you're not happy, you're not rich, you're not, whatever your thing is, right? They figure that out. And then they start saying, okay, what are the suggestions we need to give our subconscious mind? They're going to rewrite.

They're going to basically take these external suggestions and hold us back and get rid of those. You know, make sure these thoughts are just popping up randomly. We're actually choosing the thoughts we want. And then we say these suggestions over and over and over. So again, some people might call these positive affirmations, right? Nowadays. Or Tony Robbins calls them incantations. Like, you say the thing over and over. In fact, I remember going to my very first Tony Robbins event. I remember we walked on fire. It was insane. And And then he talked about incantations. And Tony had all these phrases.

You could say them over and over and over again. He had everybody write their own script. Like, you know, and like, Tony would have you, like, march around, like, hear yourself in the chest and, like, say these things and yell them out loud, drowning out all the other noise coming into your brain. And you're choosing what you want to actively put into your subconscious mind. And that's the magic, right? We have the ability to actually choose.

And that's what auto suggestion is all about. And so this phrase right here from Koolitz is so interesting. I'm familiar enough with his work and both the stuff that he wrote, but also like all the other new thought leaders who are writing about his work, they all bring back this. stuff like as you know as Dr. Koo says you need to add auto suggestion and then they all come back to this quote so this is a quote that Ku at every one of his patients say every single day the quote is this day by day in every way I'm getting better and better and so we have people say that over and over and over again right and it's important when you do your auto suggestions that you're

using phrases your subconscious mind is not going to disagree with right I'm rich I'm rich I'm rich your subconscious mind like you're not rich right now right you're not saying like you know I'm at this I'm at this you've noticed like the phrasing of this day by day in every way I'm getting better and better. Like your subconscious mind can say like day by day in every way, all different ways, I'm getting better and better, right? So this is like the core auto suggestion

that he leads, and there's tons more inside the books they have you start weaving into everything. But this is the core one. And so when I found this ad, again, I was on eBay searching for more of his work and I found this magazine cover he was on. And then I saw this ad and I saw the picture right here where it's got auto suggestion

and the little ad holding the actual saying. I was like, this is insane. And again, this ad was to push people to go buy one of his books. And so that's what auto suggestion is. For everyone, this is a key principle that we can and should be learning. But also, if I want to weed this back to like sell, a lot of you guys know I have an event called selling a line where I'm teaching people mass persuasion. And what's interesting is

all the things we use when we are trying to do, you know, a webinar or a challenge or speaking to the masses, everything we're doing is still based on these same principles, right? If I want to persuade somebody to do something, what am I doing, right? I'm literally putting suggestions into their subconscious mind. Kind of like stage hypnosis. If you ever seen a stage hypnotist, like hypnotist is getting someone to a hypnotic state and then giving them suggestions. right? And so the more you understand about auto suggestions from the personal development world and how they work on you, the more you can weave these same suggestions into your presentations or speaking on a webinar or a challenge or a YouTube video, right? You're finding suggestions

you're telling people that are going to help break their false beliefs to help them to actually break through and have more success and whatever it is you're trying to teach them or trying to sell them. So a couple examples like, let's say I'm doing a webinar, right? And let's say I know that the suggestion they've been getting their whole life, it's really hard to make money, right? Or the thoughts that pop in their heads like, this is hard. I'm a new. I'm just a beginner, da-da-da-da, right? If I know these are the thoughts going into, I need to create suggestions that I can put into my presentation.

And again, a suggestion is a statement, right? It's not a question. Like, I do questions that are trial closed, but suggestions is a statement. I always think about this, like, a hypnotic statement. Like, if you're hypnotizing something, like, you are getting sleepy. So if you listen to any of my presentations, you'll notice when I use suggestions, I'm suggesting something, right?

So a good example, our recent Funnel Hiking Live event, right? I was doing a presentation. And on day three of the event, I did a pitch for people to go by, right? And there's like the emotional buyers who jump up and then run the back in the room by, But I know there's a group of people who are very logical buyers, right?

And so I tell them and say, hey, for those guys who you didn't invest yet, tonight you're going to go back to your hotel room. And when you're in your hotel room tonight, you're going to be sitting there thinking about the fact that you could have took an action, but you didn't. You know that this is something you want to do. You know something you want to be successful with. But for some reason, it just hasn't happened yet. And you're going to struggle.

You're going to flip and you're going to toss and you're going to turn. It's going to be really, really difficult to sleep at night. Tell you decide to make that decision that you want to move forward. After you make that decision to move forward, then you're going to have a great night's sleep. But until then, you're really going to struggle. And how many of you have ever done that in the past? Boom, right? So I'm telling that, I'm giving the agnostic statements.

And that night, what happens, typically, is that the logical thinkers go back and in bed. They're sitting there, like, thinking about it and they're stressing out. They're literally doing what you just told them. You're suggesting to their subconscious mind. Subconscious mind is picking that up. And then they actually do that. I see it the next day. I get people all the time because the next day when they come back, then we do a repitch.

And during the repitch, I talk, my logical buyers, how many guys struggle last night? You were tossing and turning out. You were talking, yeah, that was me. That was me. I'm like, okay, now we're going to talk about logically why you need this. We make a logical argument and then we push people to go by and then all the logical buyers go and buy. So that's one example, a way that I would use it if I'm speaking from stage.

Another one might be against someone struggling with money. Like, first I'm doing a trial close. Okay, I'm a question. How many is your whole life you've heard this, that you need money to make money. The making money is hard. It was like, yeah, yeah, yeah. Okay, and then I'll come back and say something like, I want you to understand. Like, in the past, you've probably heard that making money is hard.

But the reality is making money is actually easy. You can actually make money when you start understanding the principles and the processes. And after you understand, understand that, then you'll be able to be successful. It literally unlocks, you know, and I'm just suggesting to their brain the opposite of what the false belief is. If you notice and you start dissecting any of my cell's presentations and you put out a timeline, you will notice, you just trial close, trial close, and then we've been suggestions, suggestion, and coming back. And so it's the same thing that Koo is teaching from the personal development standpoint to rewrite your

subconscious mind. It's the same thing you have to understand is to persuade or an influencer to rewrite the false beliefs of the people you're trying to persuade. All right, if you guys want a copy of my notes for the Koo method. And also I have this quote that you can literally put it on your fridge and the note and say it every day, day by day, every way I'm getting better and better. Literally, every morning wake up, say that, put it on your phone, say it over and over again. If you want the notes and the quote, again, there's a link in the description down below. Go get it.

The notes are free for you, and that way you can kind of speed read this book and get the highlights, the best quotes, the best ideas. Other than that, I hope you guys enjoyed this video, and we'll see you guys on the next one. And if you're struggling to know how to actually use this or what suggestion you should say, don't worry, I got you. As you're waiting to click on next video, I will give you some suggestions. You're one funnel away, you're one funnel way. You're just one funnel away.

You're one funnel way. You're one funnel way. Don't say it. You one funnel way.