The Russell Brunson Show - Some STORIES From Inside Of Traffic Secrets...

Episode Date: April 15, 2020

I've done over 50 interviews to promote the book, but this one was one of my favorites, I hope you love it! On this episode Russell is interviewed by fellow entrepreneur, Pete Vargas about how to get traffic. Here are some of the awesome things to listen for in this special episode: Find out the difference between buying traffic, and working for traffic. See how getting people to your product or service works the same way Hollywood gets you to watch movies. See why figuring out your dream 100 is the key to getting lots of traffic. And find out why having a platform is the best thing you can do. So listen here to hear Pete Vargas interview Russell about some of biggest secrets to getting traffic. Transcript - https://marketingsecrets.com/blog/302-some-stories-from-inside-of-traffic-secrets Learn more about your ad choices. Visit megaphone.fm/adchoices

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Travel moves us. Hey, what's up, everybody? This is Russell Brunson. I want to welcome you back to the Marketing Secrets Podcast. Man, I don't know about you, but I'm in publishing mode. I've been doing more interviews than anyone ever in the history of, just kidding, at least for me. Tons of interviews, tons of Facebook Lives, tons of videos, tons of stuff. I guess when you can't meet and do other things, all you can do

is publish stuff. And it's been a lot of fun. And I'm sure you haven't been on all 50 or 60 plus interviews that I've been doing. But today I did the one that I think was the best. It was Pete Vargas and it was about traffic secrets. And he kind of steered me in a direction and let me go. And I really enjoyed it. It was probably so far of all the ones I've done, the one where I think I did the best. So there you go. I don't know if that's cocky or arrogant or just, um, I've done it 50 times and I'm figuring out how to tell my stories the best way. But, um, I wanted to, um, to share this one with you guys. So it's kind of a recap of what I've been talking about on so many interviews, but, um, I think the one that I told the story is the best and the most interesting. And so

if you had a chance to read the new Traffic Seekers book, you probably heard some of these stories. But if you haven't yet, this will give you hopefully excited learning more about what it is and how it works and why this is so vital and so important today out of all days. And so with that said, I'm going to cue up the theme song for the Marketing Seekers show. When we come back, you're going to have a chance to listen in an interview that I did with Pete Vargas, uh, talking about traffic seekers book and a bunch of other really cool things. I hope that it gives you some ideas. And, uh, if nothing else gets you excited to go buy a copy of the traffic seekers book,

we've already sold over 50,000 copies, which is so cool. Um, especially considering that the average New York times bestseller book only sells 10,000 copies, um, during its initial week. So, um, thank you guys all so much for your support. And if for some reason you haven't got your book yet, now is the time. Go to trafficseekers.com. All right, thanks again. And with that said, I'm going to cue up the theme song and when we come back, you'll have a chance to listen to an interview with me and Pete Vargas. 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 answers. My name is Russell Brunson, and welcome to Marketing Secrets. Ladies and gentlemen, the founder of ClickFunnels built the company from zero to nine figures. I'm so stoked to have my good friend and one of my mentors, Russell Brunson. Russell, are you there, my friend? I'm here, Pete. How are you doing, man? Dude, I'm excited to have you, bro. It's lighting up. People are sharing it and they're excited to hear from you today, man. I'm excited to be here and excited to to hang out with everybody it's insane russell has built a business from zero to nine figures and he is a brilliant guy but russell in the midst of what's going on in our world crisis

before we start jamming on traffic and funnels and what's working in traffic secrets which i'm stoked to give out a ton of those books today. You've been through crisis, like you've faced it. You've been kind of rock bottom, even in your business journey before. And I don't ask everybody this, but I feel like I'm supposed to ask you that today because you've been there. Can you kind of take people through like that time? I know the story, but a lot of these folks don't know it. Take us through that time when you faced crisis and kind of what you did to get out of that, man. Yeah, for sure. It's funny because I've been doing this now. This is my 17th year in this business. So people think I look like I'm 11 years old, but I've been doing it for a little while. And so I've had a chance twice

where because of my stupid business decisions almost went bankrupt. And then once because of when the whole last recession hit, we did really well during the first month or two of the recession or year or so of the recession. And then we got hit hard. I remember having to walk in one day and laying off 80 people in one day. And a lot of them were friends and family members and you know, their kids and you know, all the people and it is like the scariest, scariest thing in the world. So I, I've definitely been on that side of it and I'm praying and working my butt off to make sure that we don't have that happen during this, you know, for, for our teams during this crisis. And hopefully as many people that we have a chance to work with, uh, at the same time,

but it's definitely a scary thing. And I remember, um, I remember in the moment, right. Cause we were in these things during the moment and everything feels like it's right here. And it's like, it's stressful and pain and like all the things that are, that are happening. Um, but man, it's just like almost every trial in life we get from God. Like when you look back on it later, it's like, Oh, that like, that was so essential for me to go through because it shifted, shifted something in me where I had to become someone different. I had to become someone better. I had to do something that it was uncomfortable, but I was forced to do it because of whatever the thing would happen. And because of that, like everything great happened because of it afterwards. Like I look at just right now

between my wife, my family and our company, like if it wasn't for, you know, that, you know, for me, the darkest, most painful time of my life, when we lost everything, I had to fire everything. I had friends and family members walking out on me. I had like, I thought everything was crashing to the ashes. If it wasn't for that, that experience in that moment where I lost everything, we wouldn't have had what we needed to create was become ClickFunnels. And it's had a chance to affect and touch so many people's lives. And so I think it's important while we're in the middle of it, while we're in the middle of the pain or the stress or whatever we're all going through, is to realize that this moment is like a refining process for all of us. And the thing that you're called to do that's going to happen on the other side of this, this is preparing you for it now. And so just understand that and kind of ride the wave as we go through this. And yeah, some people are going to lose jobs, lose houses, lose like loved ones. Like there's, there's pain and there's, there's those things.

But you know, if we know anything from history and from time and from just the way that God works with all of us, like, like if, if we, if we endure through it and we were trying to become better through this process, something amazing will happen on their side. So anyway, that's why I keep looking for is the hope and light on that side of it. Some people get caught up in the fear that, that it freezes them. It's like, no, if you can like, don't get froze, get unfrozen, go through the, go through the, this, uh, this refining process and something amazing is, is, uh, it's going to be happening on their side. So anyway. Yeah. And it's pretty cool, Russell, because you on the other side of it created click funnels, which is now a tool that we use and so many of our

students use. It's one of the, like one of the only tools that we recommend, which is ClickFunnels. And a lot of people have questions about sales funnels and, and a lot of that. And we're going to continue to tackle that through this challenge. And I'm just going to be honest guys, ClickFunnels is the, is the place that allows it to make it simple for an entrepreneur to take their stuff online. Russell, I obviously want to jam on this because listen, I've created a lot of stuff. And until I started getting traffic, it didn't matter. And the reason why this challenge has been so amazing, we're going to have a hundred thousand people, most likely by midweek to end the week. That's called traffic. That's traffic. And there was nobody from the outside world that's promoted this.

And what I've learned from you, and I say this all the time, Russell and Ryan Dice are the two people that I've learned everything from, which is why it was a no-brainer for them both to be here. So I know we could jam on all of this. I want to go the route you want to go, but we have so many people that are trying to figure out what to do in the midst. And I'm like, dude, this guy's a wealth of knowledge. I want to jam wherever you want to go but we have so many people that are trying to figure out what to do in the midst and i'm like dude this guy's a wealth of knowledge i want to jam wherever you want to go so i want to shut up and just learn and take notes bro i think um what i'm gonna start with is you know it's interesting right now um you know i launched the book the book like launch day was

the same day the government uh that president trump told everybody to go home which is like kind of this weird thing and then i saw i, I mean, all of us have seen in real time, what happens to a business when traffic dries up, right? Like literally there are, there are mom and pop shops all down the street here and people would like traffic or driving down the street. They see, Oh, it's a restaurant. They stop and they pull in and they walk in. Right. And that's how they, they live their business. Like the traffic was their lifeblood and looking at traffic from like a literal, like traffic driving past the storefront, right? Like that's the lifeblood of a business.

As soon as the quarantines happen and traffic stopped, what happened to these businesses? Like they're dying. Like they're disappearing. They're like, it's the scariest thing. And you look at any business, like traffic is the lifeblood. And I'm curious, people who are listening right now in the comments, like how many of you guys know

that you got the best product or service or idea or something in the world? And you see your competitors, and your competitors are worse than you. Like, they're not serving the customers the way that you would serve them. You know that your solution, your idea, your product, like, whatever it is you're passionate about, you know can help more people than the competitors. But all the competitors, people are buying their products, right? And it's driving you crazy because you're like, I, like, I feel like I have this calling. I've been called to serve this group of people. I can do it in a way that's unique to me that nobody else can do. But for some reason I can't, I can't get my message out in front of people.

And that's where so many people come to me. It's just like, God, like I know that I have something. I just don't know how to get it out there. And so, you know, the work we do at ClickFunnels, it's all about like building funnels to get your message out and learning how to tell your story in the right way. And this last chapter we've been focusing on really heavily right now is traffic because it's the missing piece. And I think that most people, when they hear about traffic, they think about, oh, I need to run Facebook ads or I need to run Google ads. The problem with that is that that's like a tactic. Like it is a strategy that works right now for a little while, but it changes. And for those of you guys who you've only been in business for, you know, six months,

a year, five, even like, even like 10 years, like last 10 years, it's been pretty good. Ever since Mark Zuckerberg came in, man, I love Mark. He's made our lives so easy. But I tell you what, like, I remember what happened when Google started and, and it was really easy for me. And then the first Google slap happened. And then we had to shift our whole businesses around. Half the people I do had businesses lost them then the first Google slap happened. And then we had to shift our whole businesses around. And half the people I do had businesses lost them when the first Google

slapped happened. And the ones that lasted, the next Google slap happened. Next wave got cut. Next wave got cut. And I started looking at right now, we're in this window where Facebook and Instagram have been really easy, but I know it's going to be happening. And it may be Mark Zuckerberg comes in and changes the rules. Right now, I can't tell you how many people are like losing their ads accounts or getting things shut down and they're freaking out. Um, also we have no idea what government regulations, like what happens if, if the government decides that Mark Zuckerberg is running, you know, a monopoly, which I mean, who, you know, we're going to get some trouble for the next day to violation or whatever the thing is like

he, they, they get, they can disappear tomorrow for any of us. And for most people listening, if you do have a business, you've probably built it on that one foundation. And if you don't have a business yet, it's scary to build them in one spot because that disappears. Just like I saw happen in Google over and over and over again. Like half of the entrepreneurs or more businesses will dry up and disappear overnight. So my whole goal with this book was I'm not going to teach people like the tactic of how to run a Facebook ad or a Google ad and help people understand strategically how traffic works. Because when you understand that, um, it, it, it supersedes any of those things. So the way that I, the way that, uh, when you guys have a chance to go through the book, I kind of walked through the very first chapter is all about

really understanding your dream customer. And, um, you know, Pete, you kind of led with, you know, the fact that, that, um, you know, we're both have faith in, in God. And I think we both have a very similar belief. And I talk about this in the book. Like I believe that all of us entrepreneurs and business owners, if you've ever felt that tug, like I need to be doing something, I need to be helping someone. Um, Alex, uh, Sharpen calls it the call contribution. Like you've heard that call contribution. Like I'm supposed to be doing something that pull like that is a literal calling from God. Like it is a blessing. And I feel like business is always like business is a blessed is a calling from God where it's

like, he's saying, all right, this is a group of people that you are called to serve. You need to figure out how to help them to serve them in whatever, whatever capacity you can. And so for me, whatever reason, like, as I was growing up in life, I got obsessed with sales funnels and marketing and directory spike who know, like, why was I interested in that? I have no idea. But now fast forward 15 years later, it's like, Oh, because that's your calling, right? Pete, like how in the world, like you're the guy who gets people on stages. Like why, like, why did that be like, how did I get put in your lap? And why did all these, these,

these chain events happen that made you the best in the world of that thing? Right. It doesn't make sense why it happens until later. You're like, oh, because that's my calling. I'm supposed to be helping people. So if everyone listening to this, there's been a chain of events of things that have happened in your life that prepared you to be able to serve a group of people. And so the first part of traffic is not how do I target people between ages of 22 and 13 through Instagram, right? The first question is who is your dream customer? Who is that person you've been called to serve? Who are you supposed to change their life? And that's where I want to start because most people don't start there. And that's the most important part about traffic

because traffic is just humans, just people like that, like us, right? The first question is that, and for all of you guys, you need to understand that like at a deep, a deep level, deeper than just like, oh yeah, you know, I'm helping women or helping men. Like, no, who, like, who does that person look like? Like, I got so obsessed with this that I remember I went into Google and I went to Google images. I typed in all the phrases of my dream customer, like what they did, who would they, what they look like and how they like, like all the stuff I could think of. And it popped up all these like Google images of faces. And I was like, that's my person. Like, that's the person I want to serve. And I took the picture and I printed out, I put it on my wall and I did one for a man and for women.

I had at least on my wall forever. I was like, that's who I'm, who I'm trying to serve. Like, that's the level you need to get into so that you can start thinking like what they think, what, what they're excited about and what they're passionate about. Okay. Cause if you're going to serve them, you need to know them even more intimately than they know themselves. That's number one.

Then number two, the coolest thing about the internet is that people, the internet gives all of us the ability to group together based on similar beliefs and values and things that we're excited by. Right. So for all you guys listening, start thinking, start thinking about this in your own life. Like, like where the, where the places on the internet that you congregate right now. Right. So start thinking about like when things are important to me, right? Like I'm very passionate about business. So I hang out different business blogs and forums and groups and podcasts. Right. So I think about like when things are important to me. Right. Like I'm very passionate about business. So I hang out different business blogs and forums and groups and podcasts. Right. I'm also interested in like biohacking. So I listen to all the biohacking podcasts. I'm listening. I'm plugged into all the biohacking blogs. Like I have these communities of people that that are excited about saying things I am. Right. And so I congregate in different spots. I guarantee for all of you guys, you have the same thing. Right.

You're congregating in different different groups based on the stuff you're excited by. So the first question is who is your dream customer? The second question is where are they congregating? Okay. And it's a simple question, but when you start thinking about that, it opens up this whole new world of traffic to you. It's not just like, I'm going to target them on Instagram for, you know, whatever it's, it's, oh my gosh, here's the 30 top blogs that all of them are reading. This blog has got 300,000 readers a month. This one's got a hundred thousand. It's got a million years. These are the blogs they're reading. And the second phase then is like, okay, well, what podcasts do they listen to? You can literally, it's so funny. People are like, what's your biggest traffic strategy? I'm like, get your phone out, uh, open up the podcasting app. So if you got, if you're using

Apple, there's a free podcasting app. Everyone's got it. And Apple actually categorized the top podcasts in the world. So what's cool is you go to browse and you scroll down where it says top shows. And then right here next top shows, it says see all. You click see all and you click on the very top, it says all categories. It shows you all the different categories that there's podcasts in, right? So I scroll through here and it's like, oh, there's health and fitness, kids, leisure, music, business, education. It's like religion, spirituality. Here's all these these congregations of people. So let's say I have a product that helps kids and families. I click on it.

What's crazy is this is going to show me the top 200 kids and family podcasts in the world. I get people all the time. Like if I could just get on the Ellen show, I'd be rich. If I could get on Good Morning America with my product, I'd be rich. It's like you don't understand that people aren't watching the TVs anymore. They're, they're plugging into these things right here. Right. And so I, I now brain on science podcasts for kids. I don't know what that is. Number one podcast. I bet you it gets more downloads per month than any TV show right now, which means if you can get your product, your service on that podcast, cause you figure out like, where are my people congregating? They're

congregating on this podcast and that one and that one and that, like all these different podcasts. There's 200 places that your dream customers are congregating, plugging into their ears and listening to in their most intimate moments, right? And like there's 200 places I can get traffic that aren't Facebook. If Zuckerberg shuts down my account, I can still go here and I can get traffic from podcasts. And the same thing is true in blogging and in YouTube. And like there's so many places

that your dream customers are congregating. And if you really understand who they are, it's not hard to figure out where they, where are they actually at? Because that's kind of how we shift traffic up. The mindset, the shift is just instead of like, how do I target somebody? It's, it's a bigger thing of like, who is my customer? Where are they congregating? And then start making lists. Like I literally have lists in my office. Like here's all the YouTube channels my dream customers are watching. Here's all of the Instagram influencers are following. Here's all the YouTube, you know, and I go through with these huge lists of people that we then figure out where they're at.

Yes. Dude, that's so good. Like guys, he just gave you one traffic strategy right now that literally will help all of you win if you're serious about getting your stuff out to the market. And this is what I think when I'm hearing this, Russell, two things. Number one, I think of this idea. A lot of people say, Pete, you're the stage guy, so you must be terribly hit right now. No, because I talk about 11 digital stages and 11 physical stages. We have 22 stages that we go after. So I'm having to lean more into the digital stage bucket.

What Russell's teaching you right now is like a portfolio of traffic. Everybody thinks Google or Facebook, and they're good right now. Trust me, this is the cheapest that we've ever gotten leads on Facebook in the history of me running ads, Russell. But that's not the only sources where we have traffic. Russell's teaching you a whole portfolio, and obviously he's dialing into a few, but that's not the only sources where we have traffic. Russell's teaching you a whole portfolio and obviously he's dialing into a few, but you got to have a portfolio of traffic. I believe this book right now for Russell, for people is a lifeline to what's going on in this

world right now. So bro, that's just bombs. Keep going, man. They're loving it, dude. They're blowing the comments up over here. Oh, very cool. 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. Setting up the legal stuff can feel like a total roadblock. That's why you need Northwest registered agent. They're like the dream team for business formation, which is 10 clicks in 10 minutes. You can build your entire business identity. I'm talking about formation paperwork, a real business address, premium mail forwarding, and even a local phone number so you can keep your home address private and stay safe. And it doesn't stop there. Northwest is your one-stop shop for business owners.

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That's linkedin.com slash clicks. Terms and conditions may apply. LinkedIn is the place to be, to be. Okay, now I wanna, I wanna, I wanna, I'll tell a story that kind of illustrates this as well so you can see it in the real world. Because sometimes you're like, that doesn't make sense. So there's podcasts. Now what do I do? And so right now, obviously, I don't know, I think mostly everybody in the world is in quarantine right now, right?

Or some version of it. Some people are like, you can't leave your house. Some it's like, please stay at your house. So for us with my kids, I've got five kids. Um, so, uh, that's a lot of kids for anyone who doesn't, who doesn't know. And, uh, I love them, but it's, it's a lot. And, and so every night we're like, what do we do something fun together as a family? So we started watching, um, all the Marvel movies from very beginning in chronological order. So Captain America, Captain Marvel, and so on and so forth. Right. We're watching them all in order.

And I'm really excited because when we're talking to get to the end of it, we're at halfway through right now because when we get to the end of it we're halfway through right now we get to the end of it um the next Marvel movie coming out does anyone know what it is by the way what is the next Marvel movie coming out Pete you don't know I'm hurt Pete this oh I don't know if I can do anything anymore the new one okay so the new one coming out is Black Widow so that's the next one coming out it's supposed to come out in May but it it got bumped to quarantine until November, which makes me sad. But I can still use this story to illustrate my point. So think about this. We see this all the time happening in Hollywood. Yet for some reason with our internet businesses, we think it's different, right? But think about when Black Widow starts coming out, what is Hollywood going to do, okay? They're going to go and they're going

to do the same thing I just talked about. Like who's the dream customers? Where are they congregating, right? And the first thing Hollywood's going to do is they're going to go and they're going to do the same thing I talked about. Like who's the dream customers? Where are they congregating? Right. And the first thing Hollywood's going to do is they're going to go and they're going to buy, they're going to buy ads in these places. Right. So they're going to run ads on TV. So you see they're paying for ads on TV. They're going to go to actual movie theaters where people are sitting in the theater and say, Hey, people who go to movie theaters like to go to movie theaters. So they're going to buy all the trailers before the movies and to pitching, pitching when black widow is coming out. Right. And so they're going to be paying, they're going to find all the congregations that are going to buy their way in. And then about a week before the opening premiere, what they're right? And so they're going to be paying. They're going to find all the congregations. They're going to buy their way in.

And then about a week before the opening premiere, what they're going to do is they're going to say, OK, the people that are going to come to the event, where are their eyeballs at? Where are they hanging out? And they'll look, OK, they're going to be watching the Today show and the Tonight show and Good Morning America and Jimmy Fallon and Jimmy, the other Jimmy.

And I don't even know. I don't watch enough TV to know, but all the talk shows. Right. And then you'll start seeing a week before the movie comes out. Scarlett Johansson is going to come out. We all have Scarlett Johansson here, our family, she's going to come out and she'll be on every single show. And she's going to tell them she's going to be on the show. And then she's going to show them a little clip from the video.

And they'll be like this, you know, this weekend's opening night, make sure you get in there. We're helpless. You know, sell to the theaters and she's going to push And she's going to be working her way in. OK, so all of them, like Marvel or Disney, whatever, they're buying their way in. They're buying ads in all these places. But then the second half is they're working their way in. They're having Scarlett Johansson, whoever the actress is, or the actor, go and be in all these different shows, telling their story, getting people excited, and getting them to

come to the show. So they're buying their way in. And they're working their way in. You'll see with every movie, every new seat, every album that comes out, every like, this is what Hollywood does over and over and over again. So right now, like I'm in the middle of my book launch and same thing I did, right? Like I launched my book and now I'm buying ads everywhere. My guess, if you've ever seen my face once in your entire life, or you heard my name, now my ads are popping up everywhere and you're probably sick and tired of me because I'm buying my way in everywhere.

But at the same time, I'm doing the same thing I'm talking about. I went to every single podcast in the business directory and I'm working my way in. I've done, I think 50 plus podcast interviews in the last like week and a half, two weeks. I've done Facebook live. Every single person's got a Facebook channel. I've been doing interviews there. I'm working my way in. I'm going to every blogger and work with them on blog articles. Like I'm, I'm working my way into all these channels. So I'm buying my way in and I'm working my way. I mean, right now we're sitting here live with thousands of people watching, like I'm working my way and I'm here. Pete didn't pay me to be here. I'm not paying him to be here. I'm coming. I'm working. I'm serving. I'm giving and hoping. And hopefully

from the end of it, you guys are like, I need to get that book. That sounds amazing. Right? Just like at the end of the movie, Scarlett Johansson's like, I hope they come and watch the movie this weekend. Right? And so for any of you guys who have a product, your service, start looking at it through this lens of like, it's not just targeting on Facebook. I go do that, but it's like, okay, where all the places my dream customers are at. And I need to figure out how can I buy my way in and how can I work my way in? And, uh, and, and sometimes you can do both as well. Sometimes you can't like, for example, one of the podcasts, uh, Jenna Kuchar's got, uh, the gold digger podcast, which is a huge podcast. And I was

like, I want to be on that podcast. But guess what? She only interviews women on the podcast. So I'm like, ah, I can't, unless I, I don't know. It's not going to be easy to get on her podcast, but so I can't work my way in. But guess what I can do? I can buy ads on it.

So we pay her to run ads, selling my book on her podcast. So I'm working my way, I'm buying my way. And so I'm looking at all these different congregations everywhere is how can I work my way? And how can I, how can I buy my way? I find someone with a big blog with 500,000 readers. Okay. Here's this huge blog. Can I, can I buy ads on it? Can I buy a banner ad? Can I work my way? Can I do a guest post? Like, how can I get access to this huge source and this huge stream of traffic? And when you do that, it unlocks thousands of customers for you oftentimes. um it's so i think i think we got to get i think we got to get your lovely wife on jenna's podcast that's what i think tell her this i started my women's brand here and this is how

i'm getting traffic dude this is so good like people are lighting it up keep going man i mean keep dropping it you guys everywhere everywhere yes up keep going man i mean keep dropping it see your ads everywhere everywhere yes and you should see i mean facebook is lighting it up over here too so oh very cool oh so much i love this game if you guys can't tell um it's so much fun okay i'll give the next step of the strategy um i don't have no idea how long should be going for but you cool if i give the next step because the next step's like dude we've got 15 minutes here i mean we got literally technically 30 minutes left but but we can go. Yeah. There's no, there's no wedding happening after this. We should get kicked out of the ballroom. Okay. So, okay. We come back.

Who's your dream customer? Where are they congregating? How do I work my way and buy my way in? The next thing to think about, this is the next strategic level, um, is let's say I find this blog and it's got 500,000 readers, right? And so I'm figuring out how do I, how do I, how do I get access to all the people in there? The one step above that is a concept I talk about in chapter two here. It's called the dream 100. And I learned initially from my friend, his name's Chet Holmes.

He passed away a few years ago, but he had this concept called the dream 100. And the way that he used the dream 100 is a little bit different than how I use it. But what he would do is he had a bunch of like fortune 500 uh companies he wanted to get so he made the list of like the top 100 companies and he would build the strategic marketing campaign where every single week he was marketing to directly to these 100 customers he told me that i was like that's cool that's cool but like i don't know how to use that because i sell books i sell software i got i don't have i can't spend a bunch of money i can't spend five hundred dollars or a thousand

dollars to get to get someone to buy a book. So I'll go broke really fast. And then I started looking at through different lens. I said, wait a minute. What if I look at like the 200 podcasters that have these podcasts and the, let's say the, the a hundred blogs that I know in my market and the, the a hundred YouTube channels, the a hundred Instagram influencers in my market. What if I took that and those became my dream 100. And instead of just, just spending all my time

marketing to the followings of those people, which I will, I'm still gonna buy ads and stuff. But what if I spent more money marketing to the person who controls that blog or that podcast or whatever that is? And so I was like, I'm gonna try that. So I went and I made it, I called it Dream 100 List. And for those of you guys who get a copy of the book

on page, I think it's 40, page 41. Yeah, Page 41 of a little graph of like how I do it. So if you're watching the video, you can see, this is the graphic right here, but it basically says Facebook and the tops across Facebook, Instagram, uh, podcast, YouTube email. So you have like the list of different platforms and down below is a list. I'm like, Hey, who's all the people on Facebook who already have my dream customers and make a whole list of those people? And who are all the Instagram people? I make a list of them and who are all the podcasters. So by the time it's done, I have a list of like 50 or 100 or 500 or however many you want. Okay, we call this the dream 100.

So now I say, okay, what if I spend some time or money marketing to those 100 people? What could possibly happen? So I did my very first book about six years ago. It was the first book called Dotcom Secrets. When I was launching that, I didn't have a big list of customers at the time. I was like, okay, I need to figure this out. So I did exactly what I'm telling you. I built a dream 100 list. I had, I don't know, a hundred, uh, podcasters. I had my list of all the people. And I sent out a free copy of the book to all these people. I think I ended up going out to like three or 400 different people. I say, Hey, here's a copy of my book. Uh,

if you like it, I'd love to be on your podcast or on your show or whatever, and just send it to people. And, uh, and I sent it out there and then nothing happened for a little bit. And then probably a week or two later, I got my first call back and it was from a guy named John Lee Dumas from entrepreneur on fire and JLD is like, and I'd never met him before. This is how I met JLD is I sent him a copy of my book in the mail. Cause he had a podcast in the top 200 podcasts in the podcast directory. And he messaged me back. He's like, Russell, I read your book. This is really, really good. I was like, cool, dude. And he's like, do you want to be on my podcast? And we can, I can interview about the, about the book. I was like, heck yeah, dude,

let's do it. So I jumped on a podcast. He reads another book a little while later, the podcast goes live. And from that one interview alone, we ended up selling over 500 copies of the book. Wow. And that was from one person. Now, JLD wasn't the only person that said yes. From that, I got 30 or 40 people that messaged me back. And we started doing this thing all over the place. And that's how we ended up selling 100,000 plus copies of the book was by doing the stream 100 strategy. It wasn't me targeting the audience. I mean, we did. We targeted the audience and sold ads, but it was when the gatekeeper, the person who owned the traffic said, yes, that one, yes, it turns into 500 customers or a thousand customers or more.

And that's the magic people all the time who tell me that, like, I, I, my, I asked him what their traffic strategy is. And I Facebook, I'm like, okay, so Mark Zuckerberg is one person on your dream. 100. Like you've, you've got one, you need 99 more because the market size isn't like you one day your business is done. Like it's, it's game over. So look at Facebook as one of your dream 100. Mark Zuckerberg is one person and 99 more. And that's when I started looking at traffic and I started figuring out how do I work my way? How do I buy my way? How do I get to know these people?

How do I build relationships? As you get to know people, it opens up these huge doors where now, again, one person like a JLD does a podcast interview and sells 500 books. One person gets you on their podcast talking about your new kids course or your new, you know, the kid product you have coming out and you're on the kid podcast. Boom. You sell a thousand, thousand of them overnight. Like that's the magic of, uh, of really understanding how this online traffic stuff works. Hey guys, the one nugget I've gotten from Russell today, a ton, but the one that I always

look for the one I can implement Russell. That's what I'm like, God, which one can I implement right away? I'm doing dream 100 wrong. I got to do it like this. Like if I can do dream 100 like this now, dude, if Facebook shuts down, I'm cool. I might see a little bit of drop off, but if this shuts down, it's kind of like a multi units. Like if you lose one renter, you're okay. Cause you still got 99 other renters out there that are still paying. That's how Russell is making it. It's like a paradigm shift in my mind.

It's one of the biggest misconceptions is they won't let me on their channel of traffic. Russell, will you tackle that for a quick second? Cause you weren't, I mean, like JLD didn't know you, but like, will you tackle that for all of them? Like, I'm not a big name. I'm not known. I would love for you to tackle that. Yeah. I think what's important to understand is people care less about the, I mean, yeah, they want the big name on a show, but for the most part, people have their own podcasts or shows or blogs. Like they're looking for content. They're craving for content. And what's more

interesting to them more so than a name is a hook. What's the hook? What's the story going to be about? So if you say I'm going to come on your, on your show and you can interview me about how great I am. Like that's tough unless you're like the greatest person in the world. Like that's not going to be a big thing. Even me to this day. Like I don't pitch do you want to interview Russell Brunson? Whatever that means. Like I'm, I'm just like, I'm an 11 year old kid sitting in my house right now.

Like it's not that important or that cool. What's cool is I come in with the hook. Like, okay, I've got a really cool message I can share. This is what it is. This is why I'd be awesome to your audience. And I pitch it to them just like if I was going to pitch TV. If I was going to be on The Ellen Show, I'd pitch them a show concept, right? So I'm coming with something like that, and that's what hooks them.

They care more about the hook because that's what's going to get listeners and viewers and eyeballs for them, right? We always make fun of all of the clickbait sites that just do all the clickbaity stuff. Those companies make insane amounts of money and they don't even care if the story is true or false. They couldn't care less. They're just looking for the story that's going to like hook people's attention to get them to come to read. So people click on ads, which is unethical and immoral. And you shouldn't do that. What I'm saying is like, that's the power of like what media cares about is they care about a story. That's the most important thing. So you're coming to them saying, what's your story? What's something you can share with their audience.

That's unique. They care more about the story than about the name, the brand. Most people, like, even if they know who I am, like their audience doesn't know or care who I am. They do care if I can come say, look, during times of economic downturn, if your Facebook account got shut down, things like that, I got, I got a different way to look at traffic. They'll actually make it easier to get traffic right now than ever possible. And they're like, Oh my gosh, my people are struggling right now. Traffic, like it opens up that, that gate. So just looking at, at the story you have that ties back to your product, your service, just like if you're trying to pitch it to get on again, like traditional media, the day show, like you

always got to go pitch them a show. Um, they don't care who you are. They just care about the story that they can, they can throw. Cause that's what, that's what gets people to listen to their podcast or read their blog or whatever the thing is. That's what they really want. So that's what you're offering them. Yeah. I love that. So I'm stoked about this. We're also kind of, I don't know if there's another step or two, or if you want to bring it full circle, I'm, I'm ears now. Yes. Okay. I'll throw in, I'll throw in one more thing. Um, and this is, uh, this kind of goes back to your question. He's asked like, well, how do I get into my dream? 100? How do I get to know them? And so the question is always like, well, what do

I have to offer my dream 100? Like I'm a nobody. Like, what do I have that's going to get there? Like, how do I serve them? How do I get them to even want to know who I am? And so I want to tell you guys the most powerful thing that you have that you can offer your dream 100 is a platform, right? I look at just, just for example, look at everybody who Pete has had on this, this, this, this live series, which is insane. He's had billionaires. He's had people. It's crazy.

What does Pete have to offer everybody that's unique? Why did they return his call? Why did they show up? It's because Pete has a platform. Pete said, hey, I'm going to do a thing, and you might have 3,500 people live watching. That's a platform that anybody is crazy enough to jump like jump to try to get access to. Right. And so I'll tell you guys a story that they'll illustrate this. How many guys remember back in the early or maybe late eighties, early nineties,

there was a TV shows, late night TV show with Arsenio Hall. How many guys remember Arsenio Hall? If you do, everyone do this right now while you're sitting at home. Cause we all, yes. Say, and for everyone who doesn't know Arsenio Hall is like, what is Russell doing? So it was late night talk show, he was like the man, he had the best talk show. In fact, it was so big that when President Clinton was running for president, Arsenio Hall called him up. He's like, hey man, you want to perform on the show? And he's like, yes. And he came on the show. He played Heartbreak Hotel on a saxophone. And many people credit that, the fact that he was on

Arsenio Hall's show playing the saxophone to the reason why he won the presidential candidate, became president, was because he was on that show. And it said it swayed so many of the minority and the younger voters that he wouldn't have gotten otherwise. And now fast forward two years later, Arsenio Hall show gets canceled. It's off the air, gone. And nobody hears from Arsenio Hall again for decades. The guy is off the radar for all we know. He died.

And then one day, I think it was 2002 it was 2002, I believe during Celebrity Apprentice. They have all these celebrities, washed up celebrities that come back on the show typically. And Celebrity Apprentice is there. And one of the contestants is Arsenio Hall. And I'm watching, I'm like, that's Arsenio Hall. He was the man. Like what happened to that guy? And I had no idea. And then fast forward, I think it was like three or four episodes in, they were doing this fundraising gig where they go out and they have to go raise funds. And so all the celebrities are calling their rich buddies and trying to get money. And some guys raise like a couple million dollars for charity.

Other people like $500,000. Every single one of the celebrities raise some money for charity except for one person, Arsenio Hall. He raised exactly $0 an entire day. And you see him on the phone calling. He has a phone book. He's calling every single person and right before he goes in the boardroom there's this little window of time where they they interview him and uh he says this quote that like i'm sure most people didn't hear but like i when he said it like just hit me he said man when i had my own show everybody returned

my call and i was like oh do you see the power in that? When he had his own show, even the future most powerful man on the earth, president of the United States came on a show because he had a platform. The platform disappears. No one will return his call. So that's for you all of us to understand. Like, do you have a platform yet? If not, like that is the key. That's how you infiltrate your dream 100.

That's how I got Tony Robbins to return my call. It's how I've been able to get other people to return my call. Not because I'm this cool, like Russell's so awesome. No, they don't care about that. I have a platform that I can offer them. That's the thing you have a value. So if you don't have a platform yet, now is the time to start building one. And I don't care if it's on YouTube or Instagram or podcasts. Like if you're a blogger, like it doesn't matter where, figure out which modality you like the most. If you like writing, go start a blog. If you like video, start a YouTube channel. If you like podcasting, start a podcast. Pick whichever one you want and double down and start building your

show. Because if you don't have a platform, it gets really hard to get people to return your call. But when you do have one, everyone will return your call. And that's really the power of how you infiltrate the Dream 100 is you giving them access to your platform. And so all of you guys, you need to start working on that, start building it. Even if you're like, I don't want to, I don't want to, in fact, some of the day who got a copy of the book's like, if I get this book, do I have to become like Gary Vaynerchuk and do 5,000 videos a day? I'm like, no, you don't, but you need to be publishing somewhere. Like it's not the only thing you have to have to have traffic, but man, it makes so many things easier when you, when you have a platform. And so that's kind of the last thing I

want to share is just, man, every one of you guys should start thinking about how can I create my own platform? Because I want to make sure that when I pick up the phone to call the influencer in my industry or the podcast I want to be on or whatever, that I've got some value that I can offer them. And the thing of value that you have for people is access to your own platform. 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.

You need to hire someone like yesterday. Maybe it's a copywriter to help you crank out more sales pages, or a designer to refresh your landing pages, or someone to do customer support to help you to handle your growing audience. The problem is you're swamped, and you don't have weeks to shift through resumes. So what do you do? You turn to Indeed. When it comes to hiring, Indeed is all that you need.

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Go to Indeed.com slash clicks right now and get a $75 sponsored job credit board to boost your post visibility. That's indeed.com slash clicks, support the show, save time and find your next hire faster. Remember when it comes to hiring indeed, it's all that you need. Hey, funnel hackers, let's be real. How many of you have forgotten about subscriptions and you keep paying for these things month after month after month. That was my wife and I before Rocket Money came along. Literally a couple months ago, we downloaded this app and within minutes, we found out a whole bunch of subscriptions. In fact, we had multiple Hulu payments, multiple Disney payments

from accounts that my wife had set up and I had set up and we weren't even using one of them. It was crazy. Okay. Rocket Money is a personal finance app that helps you to find and cancel your unwanted subscriptions, monitors your spending and helps lower your bills so you can grow your savings. Rocket Money showed us where all of our subscriptions were in one place. In fact, it was crazy how many recurring payments we had that we had completely forgotten about. With just a couple of clicks, Rocket Money canceled the ones we didn't need. And the best part is they even monitor unusual spending activity and they alert us if our bills increase. So I'm always in the loop. Rocket Money has over 5 million users, including my wife and I, and has saved a total

over $500 million in canceled subscriptions, saving members up to $740 per year when using all of the app's premium features. In fact, my wife and I, we literally saved over a thousand dollars a month when we started using Rocket App. Now 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 today. That's rocketmoney.com slash R-U-S-S-E-L-L. That's rocketmoney.com slash Russell. Dude, I love that, Russell. A lot of you are like, what's a funnel? Russell, maybe you can just tackle that for two minutes. I know 70% might know what it is. 30% don't understand funnel. It's been said a lot this week. Can the guru, the master of funnels, can you give us the elementary funnel explanation of what a funnel is? So people know what to build in their business. I know that's a big topic,

but I'm sure you got a two minute answer. It's tough because there are so many different types of funnels. There's funnels to generate leads. There's funnels to sell products. There's funnels to do live events. Like there's different funnels for different things. But basically a funnel is a step-by-step

sales process. And so you can tell it's a funnel because usually each step in the process only asks you to do one thing. Unlike like a Shopify store is like 8,000 things you can order. A funnel always is like each page has one specific call to actually give me your email address. Then you do that next page, like watch this video. And I want you to buy this thing. And the next page is like, here's an upsell. So it's taking you through a step-by-step simple sales process. And by doing that, two things happen. Number one, you increase how much money you get from every single person who comes in, like every, all the traffic, each person that comes into your funnel, you'll make more money from them. And second off, it actually gives them a better experience as

well. When they go through a funnel, they're not being bombarded with like all these options and opportunities. It's just like step-by-step, like here's the first thing you need. The second thing, the third thing, and you take them down a path of success. And so it's, it's makes more money for the person who owns a funnel and makes a better experience for the person who's going through the funnel as well. So that's a basic, that's perfect. I can go deep for years on this. Russell, thank you so much, bro. I appreciate it, man. Thank you, man. That was fun. Hey everybody, this is Russell again. And really quick, man. That was fun. 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. You know, 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 gonna 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 what I recommend you do right now

is stop everything, pause this audio, go online and go to onefunnelaway.com. That's onefunnelaway.com and join the next challenge. There's a challenge starting in the next few days. So go get started right now, onefunnelaway.com.