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The Entrepreneur DNA
[REPOST] Russell Brunson Breaks Down How to Sell Anything Online (After $1B in Sales) | Russell Brunson | EP 72
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- [00:00]
Colby
Stripe is the go to choice for AI companies from early stage startups to scaled enterprises.
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Russell Brunson
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Colby
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Russell Brunson
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Colby
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Russell Brunson
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Colby
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- [01:07]
Russell Brunson
JPMorgan Chase bank and a member FDSE subject to credit approval but then it's crazy. Like I think about this. We launched ClickFunnels a decade ago. It feels like yesterday. Like I still remember sitting in the room with me and Todd, like trying to figure out like what color the button should be, you know, and now it's a decade later and it's just like it goes so fast and we're always worried about, oh, like I gotta figure this out right now. No, it'll just be consistent. Keep planting the seeds. Love the harvest. Plant the seeds, nourish the seeds, plant the seeds, nourish the seeds. And faster than you will know, you'll be where you want to be. Like Tony Robbins says, like, we always overestimate what we can do in a year and we underestimate we can do a decade. So think in decades instead of years and be consistent. And that's the magic how you win this game.
- [01:44]
Colby
What is up everybody? What is up? Welcome back to the Entrepreneur DNA podcast. I could not be more fired up about this. I know I say that a lot, but I'm telling you, the guests that are coming onto this show are top tier. I mean literally the 1% of the 1%, the guests that you are watching now on YouTube is what I would argue probably the best marketer of our time. Hands down, arguably the best salesperson of Our time. I mean, this man is a three time best selling author. He has given away all his secrets. He is quite literally giving them away in his three best selling books. We have Russell Brunson here. What is up, dude?
- [02:22]
Russell Brunson
I'm doing good, man. How you doing?
- [02:24]
Colby
I'm doing really good. Now you're saying you're doing good, but I see a sling. Let's start with that. I know we're saying like an elephant in the room.
- [02:31]
Russell Brunson
Yeah, yeah. So I still. So growing up as a competitive wrestler, wrestling, high school, wrestle, college levels, tried to compete for Olympics back in the day and then took like two decades off and then started just once a year there's a, there's a tournament for older guys to go wrestle at. So I, you know, warm. I work out for a week and I show up and go wrestle. And this time I was two weeks ago, actually ended up tearing both my biceps. So my bicep on both arms. The bicep also ripped off the bone during my matches, which is kind of crazy. The first one happened in the first match and then second one happened in the third match. Anyway, I kept going because, you know, who needs biceps when you're wrestling?
- [03:05]
Colby
Yeah.
- [03:06]
Russell Brunson
And anyway, then from there we had a family, we had spring breaks, we. I flew from the tournament to Hawaii. So for a week in Hawaii, I'm like, something's wrong with my arms, definitely. They're like swollen up like elephantitis. I couldn't curl, I couldn't lift. In my backpack, I was like, something's really wrong. So I got home in an mri and they're like, yeah, both of your biceps were ripped off of the bone. I'm like, oh. So I got the first one done last Friday and then they were gonna do both at the same time, but then I'd have no arms to be.
- [03:29]
Colby
Able to do anything.
- [03:31]
Russell Brunson
My wife, My wife's like, so how are you gonna go to the bathroom? Cause I don't wanna help with that. I'm like, okay, let's do one, then the other. So this one Friday and this next one's next Friday. And then I told you I have an event three days after I get this one done. So I'll be on stage for four days with two, two slings. But yeah, I'm doing great. I'm feeling really good. The recovery's going good. We're doing every biohack known to man to heal as fast as possible. So I'm feeling good overall. It's just kind of an annoyance at.
- [03:53]
Colby
This point, you know, but he's just talking about biohacks. Have you jumped in as a wrestler and you've always been fit, right? Like, have you jumped into the peptide world?
- [04:00]
Russell Brunson
Oh, yeah, doing. I'm doing the Wolverine protocol right now, twice a day to get this thing healed as fast as possible. So right before I showed up here, I was taking shots of my arm.
- [04:06]
Colby
So, yeah, I, you know, it's funny, at 43, I've always been somewhat fit. Been an athlete my whole life and I'm sure you can relate to. And then after my second child, I kind of leaned into eating too much of the donuts and pizza and dude, I'm telling you, peptides and just being disciplined to work out like they can bounce you right back. I don't know if you've seen. I'm assuming you're going to see the same thing on your arms, but yeah, it's incredible.
- [04:30]
Russell Brunson
Yeah, I've only done them a couple times. We got injured, it healed really fast. So I'm curious to see my biggest fear of acting. My. The doctor gives me my peptides. He's like, his biggest fear is like, that this one's going to reattach before they do surgery because of the peptides. I'm like, are they really that good? He's like, I don't know. So we find out.
- [04:49]
Colby
So let's, let's dive into something. I think anyone who's already following you through, and I think most of my audience is probably following you, you are one of the leaders in the online space, Online marketing, online selling. You've been around for a very long time. You just had your very last funnel hacking live. Many of my listeners probably have your products and have had them for a long. Why did you end something that was so epic and so like, monumental for our time in our online generation?
- [05:20]
Russell Brunson
Yeah, it's crazy. We ran it for a decade. It's funny because I remember when I was. When I was an entrepreneur coming up, the big event at the time with Armor Morning at an event called Big Seminar and he ran like 10 of them. And then he. Or for 10 years and he stopped. I was like, what kind of would stop something like this? And then Yannick Silverhead, the Underground Seminar, that was the next one. And anyway, when we start ours, I was like, after we started doing, I'm like, oh, I'll do this till the end. I'm never gonna stop. But there's something about, you know, putting 5,000 people in the room is not a. It's not a light task, especially when it's not like they're not free tickets. Like everyone's paying a thousand bucks minimum to be in the room. You know, it's a, it's a 10 month cycle. So we get on for nothing live, we get home, we breathe for, you know, 30 days, 45 days. And all of a sudden it's like, hey, start planning, start selling tickets. And it's just like this long grind. And so 10 years of spending 10 months just filling the event, preparing the event, doing the event. Like, it got to be a lot in this last year as we were, you know, planning Funnel, like Live 10, the team's like, okay, so because like as you're planning 10, you got to plan the next one. So they're like, okay, so where's next year going to be? What's it going to look like? And like, and like start getting all this stuff. And I was just like, I need a break. Like, I don't know how to say this. And it's, it's funny because like I, I thought everyone, our team was gonna be like, no, but most people on team, especially guys who run our events, were just like, we could use a break too. I was like, okay, because like just thinking about planning 11 while we're, while we're in the middle of selling 10 seems, seems so much, you know. And then the same time, if I look at when, when we launched Funnel Hacking Live, it was very unique. The way we did it was different because I'd been, we'd been. Something happened for a long time and we, we had a new formula, a new design and it was different and it was, it's been amazing. And now 10 years into it, when I look at most events, most events have, have Funnel hacked us, right? They've modeled us like you, they, the look they feel, the promo videos, like everything looks and feels like Funnel Hacking Live, even though they're not. And so part of me is like the, the, you know, when you get so many copycats, eventually you can like incrementally, you can incrementally keep doing new things or you can reset and then create something that they don't have. No idea what's coming. And so that was kind of, our thought was like, let's take a break and know if it's going to be a year, two years, five years. I don't know what that looks like, but I have an idea and a vision for something that's different that no one else is doing yet. And it'll look different, it'll feel different. And I want to create that and to create that. It needs just time and space to kind of think through, you know, and so we'll be doing something again in the future. This is not. It was like my death retirement, like Russell's done, but it definitely was like the end of that version of it and trying to figure out the next. The next step. And so I have some ideas. I'm. I'm. I'm working out of my head. I want some. I. I want an event that's bigger. I want to be able to get. I want to fill stadiums with. With people. I want to. I envision for something really, really cool. And so I just need some time to. To figure out what exactly it looks like.
- [08:06]
Colby
You know, we have a mutual friend, Grant, right. And everyone knows your story about what you were able to do with Grant and the. The highest grossing sales hour, I think, of all time or whatever it was, right?
- [08:17]
Russell Brunson
No.
- [08:18]
Colby
So, yes, no one's beat you yet, but are you kind of leaning into that style of really big epic? You know, I mean, he literally filled Miami Stadium, right? And so is that kind of where you're. Where you're thinking potentially there.
- [08:32]
Russell Brunson
There's pros and cons, right? When you and I, you see Tony Robbins, Tony does his big stadium tours, and like, there's difference because, like, if you're not careful, you lose a lot of it. Like when, When. When Grant's event was in Mandalay Bay, there was an intimacy that was still there, even though it was big. But it went to the Mariner Stadium. It was, it was. It was different. Like, it was just like everyone's like out getting hot dogs. And it was, it was. It was not the same. The same energy. And so actually kind of funny story, so the. The weekend of Mike Tyson fight took my kids, the Tyson fight, two of my kids, and watched that. And then halfway through Tyson fight, I was like, jon Jones is fighting in New York tomorrow. I'm like, how crazy to be see Mike Tyson, Jon Jones fighting the same weekend. My kid's like, dad, we should go. And I was like, ah. So I booked tickets during the Tyson fight for the Jon Jones. We had to shift our flights. We drove directly to the airport. Anyway, so we get to. We did the whole. Went to Madison Square Gardens, which is where the Jones fight was at. And like, the feeling I felt in that fight. New York City does a great job anyway, obviously, but just like the venue, the. It was. It was big, but it was intimate. And it was like, I don't know, like that feeling that we had at. And maybe it was because we were. We were right next to where all the fighters walk out. It's like, we're there with my kids. 15 minutes and Trump walks out. Elon walks out. My kids are freaking. It's like, that was pretty special, too, but, like. Yeah, but like that. So, like, it's a version. Like. Yes. Look it. It probably look something. Look like what Grant did. But I want to feel different, you know, I want to feel very like. Well, Funnel hacking live always felt like. Like you there. It's like a family reunion. It's tight, and it's close. Like, how do you get that? So my. The. My. My vision right now, I want the next thing to be in Madison Square Garden because, like, that venue was where I felt that I was like, I want this. Like, how do I. So I don't know. Again, tell more what we all.
- [10:07]
Colby
We already want to know. What are we doing here? What are we doing in Madison Square Garden?
- [10:10]
Russell Brunson
What do we sell them? Take us? What do we buy? Yeah, I'm not sure. Yeah.
- [10:14]
Colby
Really find out about a chapter ending. And I think, you know, you've done that for, you know, obviously, anyone who's been following you. It's been a decade plus, right? 10 years.
- [10:24]
Russell Brunson
10 years. Click funnels. Another man, 12, 13 years prior to Click Funnel. So I've been doing this game for a long time.
- [10:29]
Colby
Yeah. Oh, you can do it. You're like one of the OGs, right? Click funnels is what essentially kind of put everyone on the map. I bought Click Funnels Funnels 8 years ago. I've been your webinar strategy and everything you've been teaching. I mean, again, just brilliant, by the way. Just. You should be very proud of what you've done, in a sense of, like, you're changed people's lives. You've literally created millionaires. Deca Millionaires. I've interviewed many people that have your plaques on their walls. Right. Tanner Chittister was just on just the other day. And so you should be very proud of what you've been able to do on the earth so far, and you have a long ways to go because. And let's talk about this next chapter, right? We're talking about selling online. You're so. You kind of say, okay, I need a break, but I'm not done. I'm not retired. And you are one of the master. I mean, we. We've already talked about what you were able to do in person, live with Grant. Highest sales revenue within an hour. But, brother, I've Been following you for a decade, teaching online sales. Right? And. And now you're really leaning into that. So let's, there's maybe talk to the people about that. As many of you know, I'm constantly on the move, juggling multiple businesses, traveling, and ensuring I get my morning workouts in. Staying fresh isn't just a preference. It's a necessity. But let's face it, after backto back meetings, juggling two kids at home, and the hustle and bustle of everyday life, body odor can become an issue. But here's the deal. Mando has revolutionized how I stay fresh. And this isn't just another deodorant is clinically proven to control odor better than a shower alone with soap. My favorite scent, Bourbon leather. It's fresh, is subtle and doesn't clash with my clone. And I was surprised by how well the solid stick works, even after an intense morning workout. Mando starter pack is perfect for the new customer. It comes with a solid stick deodorant cream tube deodorant, two free products of your choice, like a mini body wash or a deodorant wipe, and free shipping as a special offer for listeners and new customers. You get $5 off a starter pack with our exclusive code that equates to over 40% of your starter pack Use code colby@shopmando.com that is S H O P M A N D O.com Please support our show and tell them we sent you smell fresher, stay drier, and boost your confidence from the head to the toe. With Mando.
- [12:57]
Russell Brunson
Yeah, you know, it's essentially in my business, there's always two sides. There's like the technology and there's the strategy. Right? And the technology by itself does. Okay. The strategy by itself and then the combination, the two is what made my business blow up. You know, be able to teach and also the software together. But, you know, like, when all said and done, it's funny because a lot of people know me as a funnel guy, but you look at what are funnels like? Funnels are just a set of pages. And what's the goal of the pages? The goal of the pages literally is to deliver. Deliver a presentation that makes an offer. Like when you cut it all down to, like, get rid of all the. The techno babble and all this stuff. It's just like their pages deliver a presentation that sell an offer. That's all it is, right? There's different versions. There's like, there's a webinar, which is a webinar funnel, which Is the funnel, which gets people to show up to a presentation, where you can give a presentation and make an offer. Or there's a challenge funnel. You get people to register for a challenge to watch you deliver a presentation, to make an offer. Or there's VSL funnel or there's a book. Like, they're all the same. It all cuts down to. It's like, that's the one piece. It is interesting. Like, when we first launched Click Funnels, you know, my first book came out,.com Secrets, which is all teaching funnels and funnel psychology. And. And that helped people to understand, like, the strategy of funnels. And that's when click Funnels kind of took off. Is like, they had the strategy book and then they had the software. Um, but the. The thing that I noticed, a lot of people got good at, like, technically building the pay. Like, yes, your funnel looks like another funnel, but it's not making money. They couldn't figure it out. And that's when I wrote my second book, which was called Expert Seekers. And the Expert Seekers, when you read that, it's all about how to deliver the presentation. How do you create? You know, it's. I never called it a copywriting book because copywriting books don't sell very well. But it's like copyright. How do you. Like, what are the words and the phrases and the way you say them? And so that book became this really integral part in. In our customer's journey of just, like, learning how to actually sell. And they learned how to sell and they plug into a funnel. Then the funnels are like, my funnels work now. I didn't change anything. I'm like, except for the selling part, which is like, except for every.
- [14:47]
Colby
Except for the most important part.
- [14:48]
Russell Brunson
It's funny because I see people. I see people especially, like, our competitors are fighting, like, oh, we. You know, we can do this. And they can. Like, they have all. Everyone's fighting over, like, the features and benefits they have. And I was like, you guys are all ridiculous. The only thing that matters is the sales presentation. Like, that's it. The rest of the technology is just there to get people to watch the sales presentation. Like, it's all human psychology. And so, yeah, so I, again, I wrote the Expert Seekers book. Two years are traffic secrets help you get traffic to their funnels. And then I didn't talk about this stuff for a long time. And. And then recently, I can't remember probably a year ago or so, because in my head, I'm like, I wrote a book about everyone knows what this stuff's about. And so a year ago we kind of relaunched the Expert Secrets book funnel and all these new people are buying it and they were freaking out about it. And I was like, don't you guys already know this stuff? And they're like, no. And so I started talking more about it in my podcast and stuff, talking about selling about persuasion and people started freaking out like they'd never heard. Heard any stuff before. And I, you know, for me it's like when I wrote a book, I stopped talking about it and I was like, I was like, this is something that I forgot was in the, you know, the decade of clickfunnels was the most integral part, where people had the most successes when they mastered this piece. I look at our biggest success stories, you know, like Brandon K. And Poland. Look at all these people. Like the thing they got really good at was the one to many presentation that plugs into a funnel. And so about that time I was like, I should, we should do an event. Just. It, it was, it was, it was between funnel hacking lives. I had a free weekend. I was like, we should do a virtual event where we just teach all this stuff. And I was able to buy the domain selling online. So I was like, I was like, this domain's awesome. And so we put on it, we threw together a three day event and I wanted it to be, I want it to be like someone's just beginning, like it walks them through stuff. But also I want to be able to go deep and share like the deep psychology stuff for those who already know this stuff and so they can go really, really deep. So. So anyway, I spent, I spent a couple weeks crafting this event and it's fun. Like we need an event. It's like writing a book, right? Like I'm writing a three day event where I'm basically the only. I have a couple others of guest speakers, most parts me teaching eight hours a day. And we put it out there, I think seven months ago is the first time we did the event. And it was insane. People went crazy. What was fascinating to me is the people who registered for the event. Like the first two, two times we did the event, like the guest list of people, it's like every guru you know and was in it and it was, it was really cool. I was just like, oh my gosh, like this gives my mind. I'm like, oh, they already know the stuff. Like they're fine but like they were all lining up. They were sitting there, they were there. 3. I had people texting Me, they're like, I've not sat through an event in, ever, like in a decade, right? And they're like, I've been here all three days. Like, do you know the value of my time? Like I should be charging you for it. I'm like, dude, you bought the ticket. I didn't even, like, I don't know you're even on the targeting list. But you know, so it's, it's, it's, I think it's my finest work. It's something we spent a lot of time on, but it's teaching people that like how do you craft a presentation, right? Because a lot of people talk about sales and, and most sales you're talking about face to like one on one sales, right? Where I can ask you questions and I can see your, I can see your, you know, how you respond. And I can, I can change my presentation, my pitch and you can shift things based on the interaction with the person, right? And extroverts are great at this and they love it, but introverts like me, it scares them to death. I don't want to talk to you face to face, you know, and so selling one to many is different because I don't have the ability to just read your face and ask you different questions to get to your concern. So how do you create a presentation when everyone, men or women, women are seeing it? People in America, people in Africa, like everyone's seeing the same presentation. How do you craft it in a way that resolves the core concerns that the majority of people are going to have? So you can get 10, 15, 20% of people who actually watch this thing to buy. And that's the art, right? Because it's fun. Because you don't have the ability to just interact. You have to, you have to create stories in a way to break false beliefs. You have to, you have to lead people places, you have to get them, believe things that it's just like the coolest art form I think in the world. And after you learn it, it becomes, it becomes really powerful. Like what we teach during the selling online event is how to do like a 90 minute presentation. But that same presentation, when you learn the, you learn the strategy behind it. We have one of our friends, Jamie Cross, runs a soap company. So she took the presentation formula and then shrunk it down to a 5 minute version. Same psychology, same, same beats. It hits. And she built a multi like an eight figure year soap company using a, you know, we call it a webinar, but a little mini webinar selling soap. You know, people using it. Cody Sanchez, she, she, she went through it and she, she was pitching a VC or something on some. Well, she, I have a video clip her telling the story, but she was like pitching like financials or some, some big vc, whatever, some big thing, right? And she tried to sell it. She's like, it wasn't working. She's like, so I got Brunson script and I tried that and she's like, I pitched it and we closed the deal. Say it worked for anything. Like, because this human psychology, right, it's learning how to, how to do those things. And so when you learn it, it's really cool. Like, like as we train people, it's like it becomes part of your y. Like how you speak. You know, you start learning the, the things and you become better at persuading anywhere. If you're doing Facebook live or a podcast or like whatever you're doing. Like when you master those skill sets and you start learning how to weave into your language patterns, they help everything you're doing across the board grow. So yeah, selling online is my favorite stuff. I love just talking about and geeking out about it because the human psychology side of it is so fascinating. So much fun.
- [19:54]
Colby
Well, right now let's plug it. Selling online.com forward/DNA. Selling online.com forward slash DNA. Get it take. I'm going to be there everybody. So if it's good enough for me, that's I'm sure good enough for you. You're listening to me and my podcast because of Russell. Get there right now. Not hard.
- [20:10]
Russell Brunson
It's on cheapest any sell. It's 100 bucks. So it's 100 bucks. You get three days with me. It's equivalent of like it's like $4 an hour. So it's a, it's the cheapest consulting I do.
- [20:18]
Colby
No doubt. There is no doubt about that, my friend. So let's keep talking about selling. You know, you and I were talking off, offline a little bit. Like I'm really passionate about all these content creators are out there and you just said it wasn't. Cody, I think the reference before you said someone took your entire 90 minute, shrunk it into five minutes and has this incredible eight figure business on basically a five minute pitch deck. And the idea that I want everything. Yeah, yeah. Something soap, by the way. Right. Like the. What I want to lean into on this episode now is this understanding that there's all these people out there trying to create content. We have a mutual friend Dean, Right. They run a program about like the genius in here should be going out there. And I think there's people that just don't understand all this stuff. And if you're watching this, you see I have my phone up and all the content, all this stuff. If you don't have someone like Russell teaching you what to say, how to say your language pattern, the framing of what you're saying, you could be doing all this, making all that much money. Right? And I think that's just silly. I think if you are going to spend the time to create any level of content, podcast, a webinar, Instagram, YouTube, Twitter, TikTok and you are not monetizing it. I just believe you are selling yourself short. Because most of you out there and I, I would bet you agree you're creating the content because you, you have something to offer of value. I understand there's tiktokers that point and make money, really. But for the most of us listening to this, watching this, Russell, you are a great example of this. You and I both started well before social media. Like, we didn't have social media when you and I started in our businesses, but we do now. Right. And you have millions and millions and millions of followers across all your platforms. Right. But you also have the opportunity to offer the value of the genius that is in there and finding ways to monetize it. So you have a business without having to work. Right. And so I say that because there's so many people that like just create content, just to create content with no idea. I would like you to kind of talk about the power of understanding your language power, your framing, like even in a 90 second frame, right. Where you could. How do you offer it to them? Because everything is online right now.
- [22:32]
Russell Brunson
Yeah, yeah, I think that's, it's, it's what most people miss because they see the big influencers, you know, and they're like, oh, I'm gonna do what they do and they copy them. It's almost like I like, I like Gary Vee a lot. But it's interesting because everyone sees what he's doing and then they try to model it. And it's like, you understand if you look at like Gary's actual business model, he's spending millions dollars on his own social media without trying to get a return on investment because he's just trying to prove that he knows social media so he can sign up Ford and GMC to pay him, you know, $500,000 a month to do their social media. So that's his back end. Like, he's got a back end. But they see what Gary's on doing in front, they're all trying to copy. They're like, oh, I'm just giving underserved. I'm just doing nothing. And then they're broke. It's like you guys. Garrett doesn't tell you the whole model, but if you look at the whole model, that's what it is. Like, he's able to spend $10 million a year promoting himself on the front end because he's closing. 500amonth. $500,000 a month. You know, big social media clients. Like, that's the business model. And so like that's a lot of times they're, they're funnel hacking the wrong piece. Like, you know, and then Gary's like, oh, don't sell courses. It's stupid. It's like, Gary, these people need to sell courses because they don't have a 500amonth offer, a $500,000 a month offer they can offer to GMC. Those things are me crazy. Like, understand what people are actually doing. Like, I'm a big, I'm a big believer. Step back and looking at what people are doing, why they're doing, Trying to understand it where most people just look at the, the micro and just copy it, right? So it's like trying to understand what are they actually doing. And I had, I'm in a mastermind. I won't tell you who's in it because, you know, most of them and it would be awkward for them. But in the group there, there's half and half, half of us are, are marketers who use, who use content social to build our businesses. And the other half are content people who do content. And this half over here in the group and they're, they're literally like the who's. Who's like they're getting billions of views a year. Billy's the be right. Like, so if I would, like I daydreams about. And then over here, you know, we get millions, you know, tens of whatever, hundreds of millions of views. And you look at like the income disparity. It's huge. Like how much we make versus them. It's like they're legit famous. We're not. They're legit famous. And it's funny because they had these arguments where they're like, well, we don't want to sell. We don't want to. I'm like, you guys, like, you're selling anyway. You're just doing it wrong. You understand? Like it's the same thing. But they, they have this like weird belief that selling is, is bad or selling something wrong is going to happen. You know, they have this weird belief patterns. And so what we try to like. And it's funny because then a lot of the more direct response guys are like, you guys are wrong because you're not, you know, And I'm like, I'm in the middle. I'm like, you're both right. Let's use both superpowers. Like, how do we harness these things? Because if everything you're doing is an ab direct response style, like abs don't go viral, Ads don't get shared. Like, it's, I mean, they can, but it's harder, right? The very thing is just like content, content like those go viral. It's like there's this blend. And again, when you learned to. Yeah, when you learn how to do it where it's not just a sales script, right? But you're learning how to do it where it's part of your language patterns and it's, it's constantly moving people towards something. Like that's, that's the sweet spot in the middle where all the money's made, right? And so it's learning. It's like, okay, I'm doing this video. My goal is to go viral, but there's still a call to action. Maybe it's not go buy my book, you know, but what's the call to action? It's like I need them to do like, I'm trying to get them, I'm moving them towards something. It's not just content for content. Saying it's all knowing. Like, the purpose is like, okay, I'm doing this. I'm trying to bring this, like, I'm creating this piece specifically to bring this segment of the audience in. I'm doing this piece to get people to believe this because I know that next week we got an email campaign that's coming out. Next week we have this is happening. And so I'm using just like again, if you go through my, my training, we're doing a webinar or a challenge like, like before I ever make an offer, you know, like in a 90 minute webinar minute 60s when I transition to, to the offer. So the first 60 minutes is content. But the way I'm doing the content is all about, I'm figuring out like, what are the false beliefs that they have that are holding them back from, from eventually buying the thing I have, right? And so then I'm telling stories. I'm doing things in a way to break these false beliefs. Right. And so there's a purpose. And so you may sit through the first hour. Russell's webinar. You're like, Russell's on a lot of stories. I understand. What's the point of this? Like, it's good. I feel happy. I have this fun. Like, what's the point of it? And you don't know that. What I'm doing is I'm speaking to you consciously, but I'm subconsciously rewriting false beliefs that you have so that when I make an offer, you're more likely to buy. When you actually buy the course, you're more likely to succeed with it. Because I. I'm. I'm doing this. And so when I know that I'm structuring my content where it's like, okay, what are the false beliefs? I got to break these false beliefs. I'm breaking these things. And. And I'm doing this in a way where it's like, when I. So that when I make an offer, like, they're ready for, like, they're not going to. There's not going to be resistance. Right. I'm building rapport. And so it's just. It's looking at things strategically differently versus I'm going to, you know, this video is going to crush. I'm going to get 10 million views on this video. And they're creating just for that versus, like, all right, what are the false beliefs that are holding my person back right now? What do I need to create to break that false belief so they will be ready in the future? Or that. That, you know, in five days from now when we do an ad campaign or we follow them up, you know, they're watching this content. Then we hit them with ads a week later that, like, they're prepared and we're ready. It's like learning how to use those things. And like, that's the. That's the magic. That's the art in this game. Is. Is that part of it? Right? And that's.
- [27:13]
Colby
You're talking so brilliantly. Right. Like, even in. In. I think it's. So what you've been able to do with. You are like the blend of both, which is so brilliant. Like you said, you're like the guy in the middle of that. And I know the, like your phone, right? And you're sitting there like, guys, I'm.
- [27:28]
Russell Brunson
You're both.
- [27:29]
Colby
Right, Right. But it's because the person who just creates content to create content, in my opinion, most of them don't Understand the business side. They've never been taught business. Like, they actually should hire you as a coach just for the business, not selling out the online. It's like, how do you create this genius and turn it into the business? But they've created something that a lot of people don't have the gumption to create, which is brand of their own, the personal brand. Right. And they have billions of views or how. You know what I mean? And that's. Both of those sides are really, really difficult. Your magic sauce, honestly, is you live right in the middle of that. I mean, you really have created this incredible brand. Everyone in the entrepreneur space knows you. And if they don't, they do now on this episode, we got the rest of them.
- [28:14]
Russell Brunson
Now they all know that.
- [28:15]
Colby
Now we're done. But you also have this brilliant mind that says, okay, if I put out five pieces of content, it could be email. Like, people underestimate the value of email for some people underestimate the value of doing reels on Instagram. People underestimate the value of TikTok because they don't think. Like, the way you're talking about is if you think out a pattern of seven posts, let's just use Instagram. You go through a pattern that Russell will be teaching on selling online because it's just about your framing or in how you walk through these stories. And on the seventh post is your ask. But most people don't get to the seventh post of an ask. They just keep doing posts about stuff that don't have a call to action. And so you're just speaking the language. What I believe all content creators, this is why I'm putting on my event is like, you are the epitome of what people what selling online.com forward/ DNA. Everybody, like, this is it. This is what everyone needs, regardless of you being a TikToker, a YouTuber. And if you're putting it out, you need to know what Russell knows.
- [29:18]
Russell Brunson
Yeah, I think one of the things for me that So I. I'm obsessed with personality profiles. Like, I have a company. We just take every personality profile and then from there we can learn everything about you, which is really fun. But one of my. So if you look at my. There's discs and there's val. There's one called values. And the value one, everyone's got different values. And my number one value is roi. And I first. My first thought, I was like, that's weird. I'm like, I don't really like. I actually not a big. It's funny because like, I love business and I love the art of it, but I, I don't know what's my bank account like. So I was like, I didn't resonate with that first. And then one of my coaches, who, who's, who's even more obsessed personality profile, I say, oh, I means like in every situation, like, what's the roi? You're getting in that moment, like, that's what you worry about. And so for me, it's like, that's why I struggled in school. I was sitting in school, I'm like, what am I doing? Like, what's the point of this, right? Or if I'm in a conversation like that, I want to get out. I'm like, what's the. My brain's always trying to figure out what's the ROI of this? And it's like, if I'm wasting time, I get all anxious and stuff. So for me, when I started getting social media first came out, it was hard. Like I was, everyone's doing stuff, so I'm like, I'm trying to do that. And I was just like, what is the ROI of this? Like, I spent, you know, an hour and a half filming this, you know, three minute video that's gonna go online and like we get 5,000 people see, and then it disappears and it's gone forever. Like, oh, like, what's the roi? Like, it stresses me out, right? So for me, it's like I'm an ROI person. And so I think that's why a lot of it, this happened for me because like, if I'm spend time doing something, I need to know what the ROI is going to be, else I don't want to do it, right? Like, I'm not going to spend time on Instagram unless I see an ROI. So how do I see the ROI? Like, and the ROI is not going to be, I got 500,000 views. It's going to be how many of those people sign for click funnels? How many of those people bought a book? How many of those people, you know, let's go. That becomes the game now. Now it's like, okay, now we're creating stuff, but we're doing it through this lens of like, hey, what's the roi? Like, if I'm going to spend an hour today doing these, these things, like, how does that look like? You know? And so I think that's why, like, I geek out a lot because it's the thing that keeps me engaged in the game is like trying to figure out what the ROI is Going to be on it. And then it becomes fun, you know, and it's like, man, we create this, we create these, these five videos. And from that we sold 300 copies of the book. Like, that's, that's exciting. That's like a fun game to play, you know. And by the way, just as a side note, you said some people, you said some of my email, the way you said, I was like, just, you guys understand, like in our business still, I say, man, I mean, we're spending, man, we spend over a million dollars a month on the ClickFunnels brand. We spend over a million dollars a month on. We're at two, two and a half million dollars a month in ad spends. We're spending a lot of money consistently. Right. The majority of my revenue still comes from email. Like, not, not even. It's like 85 to 15%.
- [31:35]
Colby
So don't waste.
- [31:37]
Russell Brunson
I didn't work.
- [31:38]
Colby
I just think people, if you're an Internet marketer and understand what you know and what I know, the email is very, very valuable.
- [31:45]
Russell Brunson
That's half the goal. Social is to get them off Social on your.
- [31:48]
Colby
That's right. That's exactly right. And that again, are you going to be going over some of this stuff when selling online?
- [31:54]
Russell Brunson
Yeah, we show, we show, we show everything. Yeah, I mean, the, the, the biggest keys in some, we talk about a lot of stuff, but the, the, the three core things are like, how do you create an offer? Because that's the biggest thing you have to have. I call it Level 10 Offers. A Level 10 offer is the kind of offer where if you're a seminar and you, you promote it, people are running to the back of the room, they're jumping over to like, give you their credit card. Or if they're at their house, they're running around trying to find their wall, begging their spouse, like, just give me, like, just allow me to buy this thing. Like, yeah, create that kind of offers. That's the first one we cover. Well, the second thing we cover is the presentation. What's the presentation we need to create now to sell that offer?
- [32:25]
Colby
Yeah, right.
- [32:25]
Russell Brunson
That's number two. And then third thing is, then what are the funnels we need to create to be able to show that presentation. Right, the funnels and the traffic and all that kind of stuff. And so those are the steps we walk through during the event. So the time is done. You've got the offer figured out, you got the presentation figured out, you got the funnel figured out, you got traffic coming into it from social and from everywhere. So yeah, it's, it's the best.
- [32:43]
Colby
Dude, this is so great. And so I think what most people need to understand is you need to be able to take them off of the social media and bring them into your world to create value. So the, the thing where I want to kind of maybe wrap up this episode is helping people understand what you've done and what I've done over. For me, I've been an entrepreneur for 20 straight years, right? And you about the same. None of this is a short term fix. Like you might be able to create an offer right now and go get 50 grand. That is a reality. You could go do that. But to create something of value, something special, you need Runway, right? I mean you, you yourself didn't create click funnels in a year to, to the level it's at today. You needed a decade of running that thing to where now it is the premier top of the top. The brand Russell Brunson Year one is not the brand Russell Brunson. It is a decade later, right? But people want everything right now. And I want you to talk to them about that, about giving yourself enough Runway to create the epic amazing thing that offers value to everybody and is important versus this idea of like, hey Russell, teach me how to go make a hundred grand. I mean, you can do that and you will do that, but like, you want to create something special for sure.
- [33:57]
Russell Brunson
It's, it's the law of the hardest, right? Like you look at your life today, your life today is literally. It's the, it's, it's the image of the seed you planted five years ago. Like for all of us. Like, it literally, that's all it is. It's love, the harvest. We plant seeds, they grow, we harvest them, right? And it happens over and over and over again. So wherever you are in your life, right, if you're happy, you're like, this is my. My life is flawless. It's like sweets. Because you planted good seeds five years ago. And this is all areas of life, relationship, right? You and your spouse are doing good. You planted good seeds five years ago. It's not like all of a sudden one day like, hey, we fixed our marriage last night. Like, what you did, that's amazing. No, you, maybe you had a good night, one good night, right? But, but great happiness comes from planting seeds consistently, right? It's harvest like you plant the seeds, you nurture the seeds, you grow the seeds and like. And so that's what's at. So yes, there's going to be there's there's home runs, there's big hits, there's things you can do. We can speed up. We can speed up. You know, we can put things at the seed to help it grow faster. Right? Miracle grow and stuff like that. That's what all the coaching stuff's about. But. Right, but the reality is, like you said, like, if you want to build something amazing, it's. It's planting seeds consistently, right? And it's always happening. Like, I remember before we launched ClickFunnels, this is when podcasting was just kind of coming out. I thought it was a dorky thing about, like, I'm starting a podcast because everyone's. It's becoming a thing, right? And I remember it was in the back of like, one of my businesses failed. I fired like a hundred employees. I was like, I was in the, like, actually like, probably the lowest period of my life. And for some reason I felt this calling like, hey, you should start a podcast. Like, what, like, what am I gonna talk about? I just failed really big in front of everybody. And so I started this podcast I had. I remember from my house to my new little office, I had a four minute drive. And so I would take my phone, I click record, and I would do a four minute podcast. It was called marketing in your car. And my four minute commute to the office. And all I did was I started talking about, like, all right, today we're gonna try this out. Okay, we did this. Oh, my gosh, I did. And I started just like documenting this journey of what I was doing over time. And we started posting online. And what's crazy is back then, nowadays there's like all these cool podcast apps. You can see stats and graphs. Like, we didn't know we were put online. I had no idea, right? And I'm grateful because I had no idea if anyone was ever listening. And it was probably like two or three years into it when my brother, like, figured. He's like, I hooked up a thing. Like, we can see people downloading or not. I'm like, oh, so excited. And we looked back and it was like, nobody listened to the first. I don't know how long, how long it was. And then I remember it's one of my favorite things. I don't know if you know Steve Larson, but Steve Larson came and he worked for me for two years before he went on his own. And I remember he came in, he's like, I'm going to learn everything about you. So he like, he binge listened to every episode I had ever Done. And after he had gone through the whole, like, I don't know, seven or 800 episodes of time, he came back and he's like, dude, you know what's crazy? He's like, the first 35, 40, 45 episodes, like, you were not good. He's like, you're so bad. He's like, these were painful to listen to. He's like, by, like, 45, 50, like, you started getting it. And it started, like. And then now he's like this. It's amazing.
- [36:35]
Colby
And.
- [36:35]
Russell Brunson
And I had this weird epiphany. I was like, oh, my gosh. First off, had I known no one's listening, I probably would have stopped, right? So I'm grateful I didn't know. But number two, it's like, for all of us, like, when you first start publishing, people always like, what if I'm no good? And the reality is you are not going to be good. Like, that's like, this is you planting the seeds. Like, you are going to be really bad at first, right? But what you have to do is you have to publish long enough. Nathan Barry wrote an article about this I quoted in my Traffic Secrets book. But you basically, you have to publish long enough for your audience to find you. In this article, he talked about how, you know, most TV shows, you don't start, like, episode one because you have no idea if it's gonna be good or not. Like, you wait until something's been around for three or four years and everyone's talking about. Then you go and you binge watch all of it, right? It's like people are waiting for the best content to rise to the top. And so, like, the. The reality is, like, you have to be willing to keep planting seeds and doing consistently enough. And two things will happen. Number one is by doing that consistently over time, you will find your voice and you actually become good. That's number one. Because right now, you suck. And the only way to get better is to do it a lot, right? And then number two is it gives your audience the time to find you. And by the time they find you, there's gonna be a cross section of you actually learning how to do it, okay? And then finding you. And that's like. That's when this thing starts blossoming. Like, it's kind of like I visualize my head, you know, starting one of these businesses. Like, you're pushing this rock up the hill. It's like, this is so hard. Like, no one's listening what's happening. And you get top of the hill and all of a sudden, like, you go over the hill, and all of a sudden, then the. The big boulders, like, start. Do start speeding up, right? And that's where you see people who rapidly grow these businesses. But it's putting in the time ahead of time. So it could be anything, could be publishing, could be reels, could be blogging. Pod. Like, whatever it is, it's like it's picking a platform and just starting to talk. Even if you don't talk about just documenting your journey and, like, what you're learning and why you're learning it. And by doing that, that's what, like, helps you to find your voice. And if you do it consistently for long, that. That's when your audience will find you, and that's when this game becomes really easy. But there's a season of planting the seeds, putting in the time, putting the effort. But then it's crazy. Like, I. I think about this. We launched Clickfunnels a decade ago. It feels like yesterday. Like, I still remember sitting in the room with me and Todd, like, trying to figure out, like, what color the button should be, you know, and now it's a decade later. It's just, like, it goes so fast, and we're always worried about, oh, like, I got to figure this out right now. Like, no, just be consistent. Keep planting the seeds, law the harvest, Plant the seeds, nourish the seeds. Plant the seeds, nourish the seeds. And faster than you will know, you'll be where you want to be. Like Tony Robbins says, like, we always overestimate what we can do in a year, and we underestimate what we can do in a decade. So think in decades instead of years and be consistent. And that's the magic how you win this game and.
- [38:59]
Colby
And you really will be able to look backwards and connect the dots. Like, what were the things that were able to get me there? And one of those dots usually is, you just kept fucking going. You just kept going. Right? And he didn't give up. Stop.
- [39:08]
Russell Brunson
Stop.
- [39:09]
Colby
I appreciate your time. You are incredible. And by the way, just as a. Just so we know what this man has done, if you really genuinely have not heard of Russell, you have been under. But if you have a rough number of sales over your last decade, would you be able to throw a number so people know, oh, this guy knows what he's doing?
- [39:28]
Russell Brunson
Yeah. Last October, just the Click Funnels brand passed a billion dollars in sales there.
- [39:33]
Colby
You're right. You should be so proud, man. That is phenomenal. That is phenomenal, dude.
- [39:38]
Russell Brunson
Thank you. It was. It's been a lot of fun. It was crazy. Like, I remember four or five years in, like, someday we'll make a billion dollars and I've said that thing. So we kept watching it, watching it and sure enough, last October, we passed it. We're like, that's insane. Like, that doesn't make any sense. Their countries don't make a billion dollars, you know, and we did it in, in less than a decade. So it's pretty cool.
- [39:55]
Colby
Dude, that is wild. Like, he gives me shivers right now. That is. That is. Dude, you should be. That is awesome. A go follow Russell B. Selling online.com DNA all things Russell. Get his books. Follow him on social media. This man is a genius. He's a a server. He's a servant. He's here to help all of us entrepreneurs. He's been doing it the highest of eye levels. I appreciate your time today, brother.
- [40:21]
Russell Brunson
Thanks, man.
- [40:21]
Colby
I had fun. I appreciate you too. All right, if this was helpful and you think two more people need to find Russell, go to selling online.com and all things. I want to make sure you share this with at least two of your friends. We'll see you on the next episode. Peace. Do you know how long the average professional spends making slide decks every week? Five hours. That's almost an entire workday resizing text boxes and moving around bullet points. Well, Gamma is here to rescue you from presentation purgatory. Just drop in your notes and Gamma magically turns them into polished presentations, websites, social posts, you name it. No design or coding skills required. Start for free at Gamma app and get a month of Gamma Pro for free with promo code Podcast. Are your ulcerative colitis symptoms proving difficult to manage? Tremphya Goselcamab can help you manage the cycle of UC symptoms. At one year, many patients taking Tremphya achieved clinical remission and some patients also achieved endoscopic remission. Individual recommended results may vary. Tremphaya is a prescription medicine used to treat adults with moderately to severely active ulcerative colitis. Serious allergic reactions and increased risk of infections may occur before treatment, your doctor should check you for infections and tb. Tell your doctor if you have an infection, flu like symptoms or if you need a vaccine. Ask your doctor if Tremphya can help you manage the cycle of UC symptoms. Call 1-800-526-7736 to or visit trimfireadio.com.
- [41:51]
Russell Brunson
The world needs ingenuity. Ingenuity needs accelerators. That's where you come in.
- [41:57]
Colby
Be the tipping point from impossible to.
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Russell Brunson
Impact at mit Sloan School of management.
- [42:03]
Colby
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Russell Brunson
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Colby
About two things in media. One they love the other they hate. Growth moves brands forward. Waste holds them back. Dinuity is an agency built for marketers who demand growth and accountability.
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Russell Brunson
Our powerful technology hunts down waste, the.
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Colby
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Russell Brunson
That defines the category.
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Colby
Love Growth, Hate Waste Find out what.
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Russell Brunson
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