The Russell Brunson Show - The Room Where It Happens...

Episode Date: April 20, 2022

It's "Inner Circle" week. I want to tell you about what's actually going on in the room where it happens. 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

Air Transat presents two friends traveling in Europe for the first time and feeling some pretty big emotions. This coffee is so good. How do they make it so rich and tasty? Those paintings we saw today weren't prints. They were the actual paintings. I have never seen tomatoes like this. How are they so red? With flight deals starting at just $589, it's time for you to see what Europe has to offer. Don't worry, you can handle it. Visit airTransat.com for details. Conditions apply. AirTransat. Travel moves us. What's up, everybody? Good morning.

It's Inner Circle Day, and I'm driving down to the event, and I want to jump on and say, what's up? 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. All right, everybody. So it's inner circle day, actually inner circle week, which is even better than inner circle day. We've got inner circle happening today and tomorrow. And then my category kings, which is our upper level, are coming in on Thursday and Friday. And so this is a full week of, um, of serving and having fun and being with the people, uh, which I was really excited for. Uh, some of you guys know my inner circle was our high end coaching program I had for seven or eight years. And I closed it down almost three years ago. Um, cause I was just tired and worn out and, you know, just a lot of things happening in my life. And so we shut it down. And then last year at FHL, we reopened it.

With some caveats this year, you have to have won a Two Common Club award to be in the inner circle. And if you want to be in Two Common Club X, which is the higher, or excuse me, if you want to be in the category kings, you have to have been at least made 10 million. So Two Common Club X. Or, yeah. Yeah. So. Comical X. Or yeah, yeah. So anyway, which is cool, because it makes the groups just a higher standard higher level, which has been which has been awesome. So to be in the room, you had made

at least a million dollars, which means we can have totally different conversations. You know, it's interesting that we have different levels of coaching and consulting programs. For example, we have our two Comical X program, which is is amazing but it's more so for people who are getting started and have some success who you know but haven't like haven't hit two comic clubs yet right and it's interesting because in that phase of your business there's like

a couple things you have to figure out right the first thing you have to figure out is like what is it actually before that it's like who is your dream customer like who the person you actually want before that, it's like, it's like, who, who is your dream customer? Like who, who in a person you actually want to serve, right? That's the first thing people have to figure out. They have to figure out like, okay, this is, this is like, these are my people. Then the big questions are the what and how, like, what is it you're actually selling and

how are you selling it? And the biggest problem people typically have during that phase is, um, they, they, they either are selling the wrong what, right? They're selling what they want to sell, not what people want to buy. Or they don't know how to sell. Like, what's the funnel or the way or the process or how you persuade people? So it's the what and the how, right? So if you've got the who, this is who my dream client is, who I want to serve. If you talk to Pedro, Pedro talks about micro-niching, like shrinking that who down to like, you

know, I am, this is my micro-niche, this is my category, this is my people. Then it's the what and how. What are you selling and how are you selling it? For me, with most people, it's like, let's publish a lot. Let's launch a challenge, launch a webinar, launch it. You're trying to figure out what is it that people actually want to buy from you. That's a little distinction, but it's huge.

What do people actually want? Not what do you want. And that's, that's a, that's a little distinction, but it's huge. Like what do people actually, not what do you want to sell? Like what does the market want? Right. When I got started, my very first idea was zip brander, which was a really cool idea. Um, and I wanted to sell it. I paid for someone to build it cause I knew that this was the coolest thing I could, I could think of. And it was, it was, um, but the market didn't want it. It wasn't, you know, I sold a few, but it wasn't the right what. Like, what is it I'm actually selling? And so that's why we keep trying different offers and testing things out and putting things out

until we figure out eventually, like, oh, this is what they actually wanted. And the second question is then, how do you sell it? And so that's like the mechanism. Like, are you selling it through a webinar, through a challenge, or are you doing it on the phone, or are you doing it through a tripwire funnel, a webinar funnel, like, you know,

a high-ticket funnel, a challenge funnel, a survey, a tripwire funnel, a webinar funnel, a high ticket funnel, a challenge funnel, a summit funnel, a survey funnel. It's the what, right? And after you figure out those two things, like what is it the market actually wants that I'm going to sell and then how do I sell it and understand the persuasion and the process and all that kind of stuff. When you figure out that, so the who, the what and how, boom, typically that's when people go from like, I can't make any money online to boom, two comic books really, really quickly, right?

Some people, that happens in a year. Some people happen in like weeks after figuring those things out, which is why you gotta be testing and trying a lot of things, right? Figure out like, what does the market actually want? What do they want from me? Because it's interesting,

there's one of my favorite YouTube videos. It's called Work to Publish. If you go to YouTube and type in Work to Publish, you'll see it. But one of these talks about there's how you have to be prolific in putting a lot of things out there. And he's like, you don't get to pick what you're famous for. The market picks, right? He talked about these different artists and bands who put out thousands of songs and things like that. And it's like, they put out a thousand songs, only 10% of the songs are any good or 1% are any good. But because I put out a thousand songs was 1% made them the

Beatles or whatever. You know what I mean? Like it's, it's, it's that, it's that working to publish is putting things out there. Um, in fact, Oh, I heard a Tom Billy told an interesting story the other day and I sound like he found it in a book or something. So I'm going to try to find it. But he said that there's basically an art class um the first day the art class the teacher's like all right there's two ways past this class number one is you can spend the entire semester making one like one art piece and you can spend all the time just making it the most amazing perfect thing in the world or number two is you can just come in and every single day you gotta create something and you keep creating something and um and it's

all about volume so the end of the year you're gonna turn a stack of all of your your art art and, um, and then you'll pass. So those are your two options. Spend a whole year perfecting one piece or turn a new thing each day. Um, just fast and, you know, just putting things out there. And he said that at the end of the semester, what was fascinating is the people who, who tried to perfect one piece of art, um, versus the people who were putting out art every single day, the people are putting out art every single day. The people who were putting out art every single day, by the end of the semester, their art was better than the people who spent the entire year on one piece because they kept putting things out over and over and over. They were publishing.

They were putting volume behind what they were doing. And so it was interesting. So anyway, during that phase of your business, it's all about figuring that out, right? Like, who am I serving? What do they want? How do I sell it? And so it's a volume phase. It's trying a lot of things, it's testing things,

it's putting out different offers, different messages till you find like what are the hooks that people stick with, right? And so in our 2000 Club X coaching program, that's where we're living with people. It's like they're coming in and if they pick the E-comm path, they're working with Allison and she's helping to find product, product, then trying a bunch of products

till you find the one that boom, hits. Then our side, we're doing challenge to challenge, challenges to find the challenge where the messaging resonates, hits, and boom. Then from there, we take that message and we turn it into a webinar. That's kind of what's happening at the Two Comma Club X level. After someone goes through that process and boom, they make their first million, hit Two Comma Club, then they can move up to Inner Circle. Inner Circle, we can have different conversations. The question is, what are the conversations that we're having in inner circle? Ooh, that's a good question. I'm glad you asked that. Um, so it's, there's, there's different things. And so, hey, I have this thing that's making money now.

I hired some people. I got 10 employees now or five employees now or something, and I don't know how to run this thing. I'm an entrepreneur. I come up with ideas. Now I'm a boss and I've got employees. How do I function? How do I do this?

How do I not go crazy? A lot of it is systems and operations. It's a big part of what we talk about in Inner Circle. Another part is people perfected their message. How do I go from a million to 10, from 10 to 100, 100 to a billion? What are the things? It's not necessarily creating another product, another service. It's like, how do we make the back end bigger how do we increase conversions back there how do we create front ends it'll acquire customers more profitably like what are the you know so it's it's really like building out the value ladder and getting the pieces in place so that you can as dan kennedy says spend the most money to acquire a customer right because whoever can spend the most money to acquire customer wins and so that becomes

this the the inner circle phase is that. In fact, this morning, I have a presentation I'm doing called the linchpin, which is like, it's interesting. Like there are all the things I've done inside of ClickFunnels in our launch. There was one thing, you know, we would probably have been a $10 million a year company if I didn't do one thing and it's the linchpin. And so like, what is that thing? Well, that's what I'm gonna talk about today. That's my, literally my presentation is called linchpin. So, um, I may do some version of it at funnel hockey live this year. I haven't decided yet, but I might. So if you want to hear it, make sure you're fun hockey live, um, or join the inner circle and it'll be in the members archive. So, um, but the linchpin, which is like this,

this thing. And so I got to kind of set the structure. Here's all the pieces in my business, but like this one right here, it's the one that nobody noticed. It's the one that's like the, the smallest, the dumbest, but it's like, that was the difference between having $10 million, your business, the $150 million business was this one little linchpin. And so it's little things like that. It's not like the, I try to figure out, I guess it's, it's almost, it's not almost, it is, it's more work going from zero to a million than from a million to 10, um, for sure. Uh, and so it circles a lot of those things. So it's not almost, it is. It's more work going from zero to a million than from a million to 10, for sure. And so, you know, circles are about those things.

So it's not so much like, here's structured curriculum. Here's step one, step two, step three, which is what we totally do in Two Common Club X. It's more like, okay, here's a bunch of people doing what you're doing at different levels. And like, let's share the best practices. Like, what are you doing? What are you doing?

How is it working for you? And like, it's this collective group. It's a mastermind of people who are all sharing and growing together, which is so cool. Anyway, so that's what's happening in our circle today. We've got about 100 people from around the world all flying here to Boise. And it's a mastermind and we're sharing these types of things, which is really, really cool. Like I said, for this group, there's about 100 people

and then Category Kings is a smaller group. There's only 15 people in that one and that's ran very similar but it's in a smaller group and everyone in that group had made at least $10 million

inside of the funnel. Therefore, they've gone past usually like some of these core problems, right? They figure out how to build a team and build staff. They have systems in place

and now they're trying to figure out, okay, like how do I take what I have and add a zero to the end of it? How do I go from 10 million to 100 million? What's the process? What's the path? It's different at that level. It's just fun. I enjoy this game.

It's so much fun. It's interesting. My first would do events way back in the day. Man, almost 15 years ago. I'd do events. It would do a three- day event here in Boise. And for the most part, we had complete brand new beginners who would come to these things. And I was like, I want to teach them everything I know right now.

I want to like, want to serve these people and give them everything. So for three days I would go and I would teach literally everything, like everything I knew, everything I understood. And I did that for a couple of years and was the weirdest, probably the most frustrating thing for me. It was like I'd show them all the things and then they, uh, like nobody ever had success. Like I didn't have success stories for years. I'm like, why did they not understand? I'd given them everything, everything that I took a decade for me to learn.

I'm giving it to them on a silver platter. They don't have to learn. They just get it like handed to them. I, you know, and it always confused me and frustrated me that people weren't successful faster. Um, and then I remember one event we decided I was like, I think we're overwhelming everybody. So I was like, instead of us teaching these three days things, let's teach day number one only, but extend it out over three days. And so we did that. And what was interesting is people understood it better. They, they started making more progress, but it still is too much. Then we took the day one of that, which would have been like the first two hours of the original event. We

extended that over three days and that became a new event. And it was just the first piece. And oh my gosh, guess what happened? People started having success. What? I was like, wait, they don't need to know the whole destination. It's like, no, they don't need to know everything. You know, Russell, all they need to know is like the next steps, the first steps. Like what's the, what are the first things I need to do to get a result that gives me buy-in so that I'm willing to do the next three steps. I think the problem has, I was showing people the entire picture and they're like, Oh, I don't want to do that. Right? Like this is going to be horrible. And by, by doing this way, I was able to give them just pieces. They need to get the first result,

which for us is like your first sale, get your first thing, right? They get that first result. And then they're like, Oh, that was cool. And I can say, okay, now here's the next step. Here's how you grow. Here's how you grow. And so we started segmenting our teaching, our training that way and start breaking up over levels. Well, or instead of getting the entire three day event in three days, it's like, Hey, you're going to get the first, you know, the first two hours and we're going to do it over three days. And then you have a couple of weeks or months to implement it until you've actually got it done. Then I'll give you the next piece. Then I'll give you the next piece. And then we'll send you up through the process. And, and that's how, that's how we grew this to what it is today. So anyway,

it's fun. It's awesome. I'm excited. Hope you guys are doing well as well. Um, and I can't wait for you guys to be in our groups. Set that as a goal, right on your board. I want to be in Russell's inner circle. And then if you are like, Hey, well there's the path, like get into a comic club, ice coaching program, figure out your, write it on your board, I want to be in Russell's Inner Circle. And then if you are, okay, well there's the path. Get into a comic club ex-coaching program, figure out your what, your who, your how, get to a million dollars, come on up,

and then we can have those conversations. And then be like, I want to get in Category Kings. And then come on up and have those conversations. And then the next group we're launching eventually

is called the Outlist Group. And I don't have, for the most part, my group of entrepreneurs aren't quite there yet. Some of them are, but not big enough to have a group

that can have a really fun environment to focus on. Okay, all you guys here at a hundred million, how do we get to a billion? Um, cause those are the conversations I'm having with my team right now, which are fun. I would love to have that with, uh, with the next group of entrepreneurs. So we've already named the groups can be called the Atlas group. Um, but we're not quite there yet. So that should be your goal. It's my goal. All right, guys. I'm almost to downtown. I'm going to bounce so I can message my team and let them know I'm here.

With that said, I thank you so much for being you. Thanks for listening to the podcast. Just by default, if you listen to the podcast, you're ahead of 99.9% of all the other funnel hackers out there because you're the ones

who are paying attention, who are plugging into your ears, who are focusing, who are learning. Good for you. You're on the right path. Stick to it. Keep working.

Figure out your who, your what, and your how. Serve those people to the best of your ability. And if you do that, you'll get everything you want in life. Thanks again, and we'll talk to you guys soon. Bye, everybody. Thank you for listening to the Marketing Secrets Podcast. If you've loved this episode, then please take a screenshot on your phone

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