← The Russell Brunson Show
The Russell Brunson Show
Bonus Interview - Superhuman Entrepreneur
00:43:27
Here is a bonus interview with Russell Brunson and Dr. Accurso.
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Transcript93 lines
- [00:00]
Russell Brunson
Hey, everyone, this is Russell Brunson.
- [00:02]
Marketing Secrets Podcast Host
Welcome to Marketing Secrets podcast. Now, I got a special episode for you guys today. This is one that, because I'm actually on vacation with my family this week, I wanted to not let the podcast stop. I want to keep giving you guys some cool stuff while I was gone. And as I was trying to find some interesting things to share with you guys, I remembered that during the Expert Secrets book launch, obviously I did a whole bunch of Facebook lives and a lot of them were similar because we're.
- [00:25]
Russell Brunson
Talking about the Expert Secrets book.
- [00:27]
Marketing Secrets Podcast Host
And so I got to tell a lot of same stories a lot of different ways and things like that, and it was a lot of fun. But one of the last interviews I.
- [00:33]
Russell Brunson
Did was someone who, at the time.
- [00:34]
Marketing Secrets Podcast Host
I didn't know who he was, had become someone I look up to now and really love what he's doing. And he actually runs a podcast. It's called Superhuman Entrepreneurs, but it's focused more on doctors. In fact, he is a doctor. His name is Dr. Matt Urkerso. And I think just because of the people that he serves and who he is and also who he's teaching and talking to and whose podcast was for, you know, it wasn't so much as often like traditional businesses. Right? Like, I think a lot of times the things I talk about are positioned more towards online type businesses because that's who a lot of our clients and our customers are. But, you know, it's been fun. As ClickFunnels has grown, we've brought in a whole new audience of more traditional businesses. Doctors, dentists, chiropractors, and on and on. And in all honesty, when I was going to this interview, I didn't know what to expect. And if you know how expert seekers in this message would resonate with that audience. But the interview was honestly probably my favorite interview during the sequence during the series. It was something that was just so much fun to do. And when it was done, I was.
- [01:40]
Russell Brunson
Just like, that was cool.
- [01:41]
Marketing Secrets Podcast Host
He asked me questions and nobody else had asked me for and took the interview in a direction that I wasn't expecting. And I thought it was a lot of fun. And so I just actually messaged him today and said, hey, do you mind if I use this in my podcast and let people hear this episode? Because I think it was unique and I think that everyone will get a ton of value out of it. And luckily for you and for me.
- [02:00]
Russell Brunson
And for everyone, he said yes.
- [02:02]
Marketing Secrets Podcast Host
And so you guys have a chance to listen in. And like I said, even though his Podcast is more focused on doctors. The message and what we talk about here is applicable to any type of business, and I hope you guys love it and you enjoy it. And with that said, have a good time listening in on this interview.
- [02:21]
Russell Brunson
So the big question is this. How are entrepreneurs like us, who didn't cheat and take on venture capital, who are 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.
- [02:41]
Marketing Secrets Podcast Host
Will give you the answers.
- [02:42]
Russell Brunson
My name is Russell Brunson, and welcome to Marketing Secrets.
- [02:52]
Dr. Matt Accurso
All right, welcome, ladies and gentlemen, to Superhuman Entrepreneur. I'm your host, Dr. Matt Accurso, and today I have a rock star on the show. His name is Russell Brunson, and he literally has a following of millions of entrepreneurs. He sold thousands of his books. He popularized the concept of sales funnels. He co founded a software company called Click Funnels, and he helps tens of thousands of entrepreneurs quickly get their message out to their marketplace. Russell, man, thanks for being on the show.
- [03:24]
Russell Brunson
Yeah, thanks for having me, man. I'm super excited for this.
- [03:26]
Dr. Matt Accurso
Me too. Me too, brother. You know, I saw you at a seminar two years ago, and I was just really impressed with how transparent you were from the stage. I've always grown up. You know, when I went through my doctorate program, we always learned, like, sales is sleazy. It's like, from the sewer, like, never get around people who are in sales. And I thought that for a really long time. And I remember going to this seminar and my uncle, who's a doctor, saying, you don't need to go, you know, to a sales seminar. Like, just, you know, just, you know, do stuff in your office and do stuff around your community. But I was like, no, I really want to be here. And I went, and I wasn't really hearing much that was resonating with me. And then you got on stage, and I think you said something like, hey, I'm not the smartest guy in the room. I didn't really do that well in school. I don't have all the answers, but this is what I've done that's worked, and I want to share it with you guys. I was just really impressed by your transparency. And the audience was too. Like, you had tons of people raising their hand, and, like, I think a bunch of people raced to the back of the room to, like, get what you were offering. So talk to me just, like, for a minute about like, that just seems like it's naturally you. That's not something that you're. You're putting on, but you do it really well from stage. So is this something you've worked on or is that just you?
- [04:48]
Russell Brunson
Probably a little bit of both. It's. Well, it's funny. I did an interview a little while ago with Tony Robbins about the book, and he asked me. He's like, what's the future of business? And it's kind of similar. The answer's kind of similar. It's funny because I think even like five or six years ago, before, like, all social media was getting big. Selling was about being postured and slick and then having your script perfect and your sales letter and all the copy. All that stuff was how people sold. But nowadays it's different. Like, when people are watching you on a webinar, like, they're Googling your name, they're following you on Facebook, they're looking like they're trying to see if you're legitimate or not. And. And I found that, like, the more people try to posture and, like, try to be something that they're not, again, this rule, it doesn't work. And. Which is good for me because, like, I never was good at that. I always got embarrassed. Like, I hate, like, talking about the numbers or whatever, you know, it kind of bugs me. And so I just. And so I just kind of started. I was just always transparent and always was. And I think that, like, the future of where this whole business, in any business and sales as a whole is going to. Is. It's less of, like, the polished salesperson and more of, like, people that are willing to be. That are willing to just kind of share their story. And I know you work with a lot of doctors and stuff, and it's interesting. I have a friend who's a chiropractor here in town. And when I first met him, he was always doing. He was trying to be like, you know, like, the professional. And, like, you know, him in a suit and tie and doing his stuff. And the ads were all very, like, chiropractic, you know, like, talking about stuff. And he always kind of struggled. And I told him, man, like, vulnerability is, like, where. Where things need to be at. Because especially here in Boise, there's, like a chiropractor, like, two or three on every single corner. So it's like, like, how are you competing with all that? Like, you can't, you know, like. And I was like, why did you become a chiropractor? And it was funny because he told me a story, and he was like, I. He's like, I was. I was going into dental school, and I was. I was. That was his whole thing he was trying to do. And at that time, his wife got a huge car wreck, and. And it was really bad. I was trying to all sorts of things, and it happened to be, like, the third or fourth drive, they went to a chiropractor. And, like, when he adjusted her like that, like that it healed his wife. It was like, wow.
- [06:55]
Dr. Matt Accurso
Wow.
- [06:56]
Russell Brunson
He's like, I had such an emotional impact with that. Like, I dropped out of dental school and switched to this. And. And I was like. He told me straight chills. I was like, dude, like, that's. That's dad. Like, that's what they just tell. That story you're trying to be so postured is like, I'm a. I'm a, you know, whatever.
- [07:10]
Dr. Matt Accurso
Yeah.
- [07:10]
Russell Brunson
And tell that. So he made a video of him telling that story and showing, like, his wife and his kids and all this stuff and start putting that out there on Facebook, ads and things like that. And all of a sudden, people started coming. People would drive past four or five chiropractic places to get to his because of that. And it's like, I think that we're so trained to be postured and all things. And it's like, if you just become vulnerable and tell the truth, that's what people actually are desiring to connect with way, way more.
- [07:35]
Dr. Matt Accurso
Man, I love where this conversation is going because it's so true. In the doctor world, we put on these coats of ego. And I remember being in my doctorate classes, and there was so much ego in the room. You could feel it. Like, you could feel. Everybody almost, like, wanted to stomp the other person. Like, they wanted to have a better clinic or more knowledge or this or that. And you're so right. I mean, at the end of the day, people, they want to know you care. They want to know that you have compassion and that you know where they're coming from. So I love where this is going, because the cool part about your book, Expert Secrets, I just got this in the mail, brother, and I'm not a reader. And that's a problem because I'm a doctor, but I'm not a reader. But I tend to do audio books. But, I mean, honestly, dude, I haven't done these in books in, like, years. But I was just. I was really blown away, man, by, number one, the pictures that you have are awesome. Like, the pictures. Anybody can pick up this book, like, I'm not. I'm not in this world a lot. And so I don't think of myself as an expert at all. But when I picked up your book, I immediately understood it. Like, it immediately resonated with me, and I thought it was cool because in the first page, in the first chapter, you talk about creating your mass movement, and there's a little picture there. And I had a question for you, because the first little guy you have, it says charismatic leader and attractive character. Would you say that if somebody wants to get their message out to their audience, that they have to be charismatic to do it?
- [09:09]
Russell Brunson
So it's funny because, like, some people think charismatic means you got to be slick. It's. It's not like charisma doesn't come from that, right? Charisma comes from connection. Like, the people I look at, who do I follow? Because a lot of things that all of us, we. There's different movements we plugged into, right? So there's things that you're passionate about. And, like, the leader doesn't necessarily. I think we think charismatic. We think of, like, a movie star who looks all perfect. But it's not that. It's like, the person who, like, is even more excited about this topic than you are. That's why I plug into people that are like. Some of them are like, the nerdiest people in the world, but they're so, like, I might get in trouble for this one, but he's become a friend. But Dave Ashburn, the bulletproof executive, like, he started this movement, right? And, like, he's not the most interesting person. I listen to his podcast, I fall asleep to it. Cause it's really like, he bores me. And. And like. And I hung out the first time, and he was so excited. I remember he told me, he's like. He's like, hey, wanna hear how I biohack my allergies? I was like, what do you mean? He's like, so what I did is I. I'm allergic to eggs and gluten, so I ate a bunch of eggs and pizza. He's like, oh, side, tell me this story. And he's like. And then I don't know if this is even a real thing. I still think he was joking with me, but he's so serious. He's like. So then, like, my body got flooded with the antibody, so I peed my antibodies and I re injected into my body. And then my body fought that and I cured my allergy. And I was like, that is so weird. But, like, that's awesome. But like, I was like. Because he was so much more than me, I was like, yeah, okay, I'm plugging into the. I'm not gonna do that. That's weird. But like. And like, that's what charisma for me is. It's not like being like the best looking or what. It's like just being passionate about your thing. And like, we're all like, dying for passion, right? Like, yeah, man, most people live really boring lives. We're on Facebook all day on our phones, like, streaming through the feed, like, please entertain me. Give me something. And as soon as someone comes out, there's like, hey. And they're excited about whatever your topic is. Like, we plug into those people. I got five or six people that I plug into every single day because they're so excited about their thing, their craft, that, like, that's what it's all about.
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Dr. Matt Accurso
Yeah, yeah.
- [11:05]
Russell Brunson
Like, super charismatic is I guess maybe not the best word, but like someone who's like, so passionate that that's what, that's what we all want to play into, man.
- [11:14]
Dr. Matt Accurso
For sure. Because I think there's this fear in our culture. You know, I was just talking with this young doctor the other day and, you know, and I've been there myself. I mean, I have had had to work on my message. I mean, I've been working on it for eight years now. And I think just now am I getting to a point where I'm actually getting transparent? I feel like I thought I was transparent three years ago, but now that I see myself then I'm like, ah, I wasn't transparent at all. I had this like, bank teller window in front of me still, you know, And I feel like in the doctor world, we have these bank teller windows. Like, we don't want you to get past the window. We want to keep you right there. Because then I won't look professional, you won't respect me, you'll think I'm goofy, whatever it is. And I was talking with this young doc yesterday and she was like, yeah, I just don't want to put myself out there because I'm afraid that somebody else will know more than me and then, you know, they'll like, comment on my video. And she's really afraid of people talking negative about her. Like, she's thinking a lot about what other people will think. And she's new to the game, so she's thinking I'm just an amateur. Like, how do I get people to respect me? And I think it's maybe a little bit Worse for women in the doctor world at times because they feel like they have to keep up with the Joneses more than men do. But what would you say to that person who desires to be an expert and they want to go on the Internet and do it, they want to go online and do it, but they're starting by being an amateur. And I think, you know, every, all of us have been there. Like, what's the process to get to being an expert and having people actually value your advice and take your advice?
- [12:52]
Russell Brunson
Yeah. So probably two or three things came to mind as you were saying that. So number one is like, it's okay to say I don't know. I know. My friends told me the thing I respect most about you is I ask you a question, you don't know. You don't try to make something up. You're like, I don't know. That's a good question. Like, if I figure it out, let you know. Like, be okay with that. Like, you don't have to know all the answers. Like, people aren't coming because you know all the answers. They're coming to you because you know an answer. Yeah, you just need one. Right. Number two, in the Expert Secrets book, I talk about the movie Catch Me if youf Can.
- [13:18]
Dr. Matt Accurso
Love that movie.
- [13:20]
Russell Brunson
Super good movie. It was based on a book. And if you read the book, Frank Abagnale, you know, Leonardo DiCaprio plays. He actually taught a year of sociology, advanced sociology at byu. Right. Brigham University. And he just showed up there in class one day and there was no teacher. So he grabbed the book, came up and started teaching the class and taught entire semester of that. And when the feds ended up catching him for wire fraud and check fraud, everything else he did, they were interviewing him. They asked me, how in the world did you teach advanced sociology to this class? And what he said was interesting. He said, well, I just read one chapter ahead and there's so much power in that. A lot of us think that I will help serve and chain and teach people and help people when I'm somewhere. Right. The problem is you never get there first off. But second off, there's so many people you're not serving during the process because you're waiting for something. Tony Robbins, he told me that when he first was getting into his career, this new science was coming out called nlp, which is kind of a big deal nowadays. Back then, it was like this new thing. He got excited, so he signed up for a six month certification program. He went to this thing and the first after Two days he had these tools. He was like, let's go help people. And they're like, no, you're not certified. He's like, you don't understand. Like, there are people in pain out there. Let's go help them. And they're like, no, you have to be certified. Before he. So he got all mad, so he left and, like. And they walked across, you think, IHOP or, I don't know, 711 or something. And he started, like, fixing people because he had the tools to help people. He was helping them. And then he ended up getting kicked out of the certification program because he was practicing without a certification. He's like, look, we have tools today. You're one step ahead of someone else. Go grab those people to help, bring them to you as quick as you can. You don't have to wait till you're at the finish line. Help them now. You've got tools today. That's the second thing. The third thing I would say is because I. All of us deal with this. I dealt with it, is when you first start putting things out there, there's always, like, the. The keyboard chumps who want to, like, jump in and, like, tell you why you're wrong or talk trash or whatever.
- [15:12]
Dr. Matt Accurso
Yeah.
- [15:13]
Russell Brunson
And it used to, like, destroy me. I'd get a negative email, and for, like, three days, I just sit there like, why am I. I'm trying to help people. And, like, why is this person so mean? And the thing that was, like, liberating for me, one of my mentors, his name's Dan Kennedy. I was listening to one of his things, and he said. And he said, if you haven't offended someone by noon every single day, then you're not marketing hard enough.
- [15:34]
Dr. Matt Accurso
I like that.
- [15:36]
Russell Brunson
What? And then another mentor named Matt Fury said every time he gets a negative email, he stands up and he yells out, hurrah. He had this goal of he's pushing it hard enough. And at first it was weird. I was like, I don't get that. But then I started realizing there's this thing. If you're doing business right, we talk about this near as well. We talk about polarity. Like, if you're not. If you don't have some kind of polarity, then you're. You're neutral. And, like, nothing ever is ever going to happen, Right? Yeah, but if you have some polarity, like, that's when you get attention. That's when, like, people come to you. But the. The nature of being polar is that, like, since you become polar, like, there's A group that loves you, but there's a group that has to hate you. Like, it's just. You can't have one or the other.
- [16:13]
Dr. Matt Accurso
Yeah.
- [16:13]
Russell Brunson
When you realize that, like, there are people that hate me, like, and that's okay. That's because if. If I didn't have haters, there's no way I'm gonna have people that love me. Right? Yeah, you have one without the other. So it's like you celebrate those things and realize, like, look, if one person's upset, that sucks, but it's okay because it means 10, 15, 20 other people are listening to my message. And it's actually a good gauge if you're doing things right, as if you're getting a little bit of that.
- [16:34]
Dr. Matt Accurso
Yeah. Yeah. I have a mentor that says, turn your haters into escalators. And I love that, man, because it's like. It's so true. You just, like, step. You know, like, if you gotta walk up them, then walk up them to get to your goals. But, you know, I don't listen to it. But yeah. You know, one of the other things that I really love about the book, Russell, and it's like, when you read it, I feel like you're giving everything away. I feel. And maybe you are. Like, maybe this. I mean, it just seems like this is the whole. The book is everything. You need to go out there and completely crush it and build a movement and build an audience. And that's one thing that I love about your heart, is that you are literally. I mean, I know it's hard for people to grasp that don't know you, but, I mean, just from reading the book and I just watched some interviews with you, like, you're all about seeing people succeed. Like, and I like that essentially looks like why you got into what you're doing. So I wanted to talk to you about. In chapter four, you mention the value ladder, and you talk about the concept that it's not about selling someone more stuff. Will you expound on that? Because I think that as, like, doctors. Anybody out there, like, not just doctors, but I kind of speak in the doctor realm. But I think. And I felt this way too. How do you, like, you're selling something, but how do you not sound like you're selling something? Like, you're on Facebook, you're doing your thing out on the Internet, and you made a video to intentionally grab people in. But one thing that you do exceptionally well is it doesn't feel like you're selling to people. It feels like you're actually giving Stuff away more than anything. Like this book, for instance. You're not charging anybody for this thing. It's free. So it's like you're giving your stuff away, but I know you're making money. Like, you're doing really well. So how do you. Yeah, how do you do? I know that's a lot at one time, but take all my jargon and, like, explain it to the audience in your way.
- [18:28]
Russell Brunson
Yeah, it's funny because there's this huge misconception people have of that. Like, I see all the time, like, well, I can't give you my. Like, buy my course. I'll give you the rest of it. And, like. Like, I hate that, because then you feel like you got gyp. And what I found. It's funny. So I was at a. One of my mentors, Dan Kennedy, super old grumpy man, who, if you see me, like, why do people like him? Because he's grumpy. He's brilliant, right? And I was at this Dan Kennedy event, and he's been doing this for, like, forever. Like, since the dinosaurs, right? And there's probably a thousand people in the room. He's like, how many of you guys have been coming to my events for at least 10 years? And, like, half the audience comes up. He's like, stands up. He's like, sit down if you've been. Or stay steady if you've been coming more than 15 years, more than 20 years, more than 30, up to 40 years, there's still, like, a dozen people still standing. And he was like, you guys, I've not taught anything new in at least 35 to 40 years. Like, it's the same thing over and over and over again. He's like, why do you guys keep coming back? And everyone's like, no one really knew. And they said that. And he taught us a lesson. He said, look, people, like, sometimes we think, like, they're coming for, like, the tip. Like, what's the secret? As soon as I get that, then, like, I'm out. But they come for that initially, but they connect with, like, with you, with the personality, right? And that's why. And so someone comes, they read this book, and, like, if they get value from it. And it's funny, like, as I've been launching this book and a whole bunch of people in my inner circles. My inner Circle is $25,000 a year. I have 100 entrepreneurs who are in it at any given time. And what's funny is that for the last year with this group, all I've been Working on is this process with them in depth. And every single one of my interviews, it's been funny because they're like, I paid Russell $25,000, and he literally gave you everything we've talked about for the last 12 months. And I'm kind of mad, but at the same time, it's like. It's like they're excited about, too, because it's like, they're so excited to share this thing as well.
- [20:15]
Dr. Matt Accurso
Yeah.
- [20:15]
Russell Brunson
And, like, what's interesting is that I said this before, but people, they'll spend more money for the same stuff, but packaged in different ways. Right. There's experiential stuff as well. So it's like, same thing. I could go to WebMD and get answers to most of my medical problems. They're probably there. Archive. I'm sure they're all there somewhere if I look for it. But there's something about, we want the experience. We want to come in. Want all the other things. Right. Someone reads this book and they're like, wow, Russell gave it all. But then in here, I talk about software that helps make this process easier. So you should try. You don't have to, but it helps. It's really good. People try the software, and then they hear about my inner circle, and people want to come to that, and then they come to events because they want to go with other people who are geeking out about this as well. So the other things that we're doing, but it's just understanding, not being so fearful of that, because people aren't coming and getting your best thing and taking off and leaving. They're trying to find. They're looking for things to plug into. They want to be part of something. That's why this book is not about how to make a transaction and make a sell on the Internet. It's like, how do we build a tribe of people who come to us who are. Want to be part of this and the community and all this we're creating.
- [21:22]
Dr. Matt Accurso
I love that, man. I love that.
- [21:25]
Russell Brunson
The more you're willing to kind of just give people stuff. And we do it strategically, obviously. It's not just like, here's everything for free.
- [21:31]
Dr. Matt Accurso
Yeah.
- [21:32]
Russell Brunson
The same time you create a really cool. In fact, I had two people in my inner circle this week message me, asking me, like, I should show you. They're hilarious. Like, is there anything else we can buy from you? Like, we feel so guilty about all the stuff. We give you more money.
- [21:45]
Dr. Matt Accurso
That's great, man.
- [21:47]
Marketing Secrets Podcast Host
Yeah.
- [21:47]
Russell Brunson
It's like the coolest, coolest thing in the world.
- [21:49]
Dr. Matt Accurso
That's awesome.
- [21:50]
Russell Brunson
It's just because they feel such reciprocity. The more you do for people, the more that they want to do back for you. Anyway, so that's how I built my business, and it served us really, really well. And I think what hurts more people than not is I can't tell you how many books I've read where I read the book. And about half of the book I'm like, this is a sales letter for something else I want to blow your mind with. So we call it the value ladder here, right? The whole concept of value ladder is, like, you give. Like, people naturally want to send. They want some, right? So they're going to test you out. So they're going to read your book. And if they give value from that, like, that was awesome. I got value. Like, I want more. Same thing like when I met my wife the first day, right? We go on a date and doing dates, like, did I receive value? Yes.
- [22:34]
Marketing Secrets Podcast Host
Cool.
- [22:34]
Russell Brunson
We should go on a second date. And you receive value there. Then you want the net and you, like, you naturally will send through things. It's the same in business. Someone will have an interaction with you. And then what I found is that people will continue to buy from you until one or two things happen. Number one, until you offend them, or number two, until you stop selling them. Stuff like we naturally want to send the relationship inside of business, just like we do in a personal relationship. And so it's like they receive value from a book. If you get that book and you receive value, they're like, that was awesome. I want more of that. What else does Russell have? Oh, cool. He's got a software. Let me try that out. Receive value. That was awesome. Russell says, yeah, there's an event. Cool. I want to go to that. Receive value there. Oh, man. I want to join the inner circle. It's all about, like, if you blow their mind at every single phase of this thing where they're getting value. As human beings, we crave more of that thing that we just. That experience we just had and want more of it.
- [23:21]
Dr. Matt Accurso
Yeah, yeah.
- [23:22]
Russell Brunson
So instead of pulling back and giving them a bad experience where it's like, then they don't naturally want the next thing, but if you give them an amazing experience, then they want to keep progressing with you.
- [23:33]
Dr. Matt Accurso (Advertisement Segment)
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- [24:26]
Dr. Matt Accurso
Oh no.
- [24:27]
Dr. Matt Accurso (Advertisement Segment)
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- [24:46]
Dr. Matt Accurso
One of the great perks about the.
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Dr. Matt Accurso (Advertisement Segment)
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Dr. Matt Accurso
Hope you laughed at that.
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Dr. Matt Accurso (Advertisement Segment)
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- [26:28]
Dr. Matt Accurso
Where would you recommend someone start? Because I think webinars, like people think, okay, I'm going to get on. I'm going to get on Facebook, I'm going to do a zoom call, whatever, and I'm going to do a webinar.
- [26:39]
Russell Brunson
And.
- [26:40]
Dr. Matt Accurso
And, you know, all of a sudden, I'm going to have all these people, like, flooding into my schedule. Like, do you recommend that somebody just go out and do a webinar, or do you recommend they start somewhere else if they want to build their brand and start building their audience?
- [26:54]
Russell Brunson
So it kind of depends. It depends on where in their journey that they're at. But, like, I'm a big believer in the best way to sell something is not to, like, learn how to sell it. The best way to sell it is to, like, get results for somebody else. Like, when I launched my. My inner circle coaching program, I didn't go and make a video, be like, hey, I'm Russell Brunson. I'm amazing. You should pay me $25,000 to coach with me. Because that, first off, that's, like, annoying. Right? Like, that's the whole, like, posturing, positioning stuff.
- [27:17]
Dr. Matt Accurso
Yeah.
- [27:18]
Russell Brunson
And second off, I could just. I don't know, just feels dirty. So right as I was like, okay, who's my dream customer? Who would I love to actually work with every single day? And I identified a couple different people, and one of them was a guy named Drew Canole. He owns a company called FitLife TV, and they've supplementally now called organifi. And I saw him, and the time I was going through a juicing stage in my life, and I was like, I'm juicing. I connected with Drew. Like, I was plugged into him. Right. He was one of the guys I was following. I'm like, this guy is awesome. And so I reached out to him and connected with him, and he had luckily heard who I was, and I messed him. I was like, is there any way I can come out and just serve you and work for you and help you guys out? He's like, what's it going to cost? I'm like, no, just for free. I'm going to come and just. I just want to help you. And he's like, what's the cats? I'm like, seriously? No cats. Like, I love what you're doing. I've got some skills and stuff I'm good at. Like, I love to serve you to see if I can help you. And finally, reluctantly, he's like, all right, if you want to. That's weird, but that's brilliant, man. So I flew out to his company. Yeah. And I get there, and it's funny. We're in this little conference room with him and his team, and I kind of knew what they were doing. And I saw some spots, like, where I knew I could help from looking outside in as we started this meeting. And I was like, well, tell me about what you're doing. And I looked. It was weird. I got in the room because I could feel a sense of, like, it wasn't good when I got in the room, like, something was wrong. And his cto, cfo, Sorry, I get all the technical terms messed up. But the finance dude was like, should I show him the numbers? And he was kind of, like, guarded. And Drew's like, yeah, show him everything. Who cares? So they project the numbers on the wall. And I was like, oh, man, they're in big trouble. Like, month and a half away from this whole thing disappeared.
- [28:47]
Dr. Matt Accurso
Wow.
- [28:47]
Russell Brunson
And it was tough because they're doing over a million bucks a year, but just the metrics weren't working. And I'm like, crap. I didn't realize the situation they're in. So spent the whole day, like, showing them, like, the holes in what their current strategy was, how to fix it. And then they had this idea for supplement lines. We helped them, like, show them how to model, how to do supplement funnel. We mopped the whole thing out anyway. Did the whole thing the next two or three weeks, you know, remote. I was kind of coaching them through how to do it. And so they. They. They tweaked the. The. The existing funnels. They launched the supplement funnel. And the supplement funnel, like, the way we structured, like, it just worked. They launched it day one out of the gates. It was a huge success. Year one. They did $20 million in sales and supplement, like, it was just huge success for them. Right? So then Drew goes and makes a video for me. Like, Russell came. This is how it changed everything. We went from, like, the brinks of bankruptcy to, like, transforming everything. And, like, so Drew, like, this success story I got from him, he's telling the story. I take a video, I put it on a page, and I put it. Apply it to work with Russell, but underneath it. And that was, like, my whole. That was it, right? How cool you are. And so I always tell people, like, if you want to. If you really believe in whatever it is you're selling, I don't care if it's a product, a service, a, you know, whatever it is, like, they can go and try to sell it. That's hard. Instead, like, go and, like, find somebody you can work for free, like, serve them and give to them. And, like, prove that you were amazing, what you do and transform their life as radically as you can.
- [30:02]
Dr. Matt Accurso
Yeah.
- [30:02]
Russell Brunson
And then capture those stories. And that is your sales process. It's not you being salesperson. It's you sharing a really good story about. About the results you got for somebody else. Like, yes, that's.
- [30:12]
Dr. Matt Accurso
Yep.
- [30:12]
Russell Brunson
That's the future of the businesses. Is that transfer is sharing your transformations, not trying to trick someone into giving you money.
- [30:19]
Dr. Matt Accurso
Yeah, man, that's huge, because I was just thinking about my own life and how. I mean, I went through that exact scenario where I felt like if I give away too much, someone's going to say, well, I have everything. I don't need to work with him anymore. And I remember running into this one patient that was just really hard. Like, he just wasn't getting results. He was just always grumpy, always in a bad mood, always, like, none of this is working. Fasting doesn't work on me. I'm always sick. I can't take supplements. I can't drink water. My gut, you know, gets inflamed. Like, everything I did with him was wrong, wrong, wrong, wrong, wrong, wrong. So finally I just said, hey, you know what? You don't have to pay me for this month. I just want to do these things on you. And it was almost like once I let go, like, once he saw that I wasn't about the dollar amount that I really wanted to see him heal, all of a sudden, he began to heal, and it was just really, really cool, you know? So from what you're saying, Russell, I just, like, things are just clicking because I think that we need more of that. We need more of that in the Internet. We need more of that in sales. People need to see that. You're about seeing people run into their purpose and just really optimize on their passions and live the life of their dreams. That's what I get from you, brother. That's what I get from the book. I literally want every doctor that listens to this podcast to read Expert Secrets because I know it's going to change their life. I mean, it's already changed my life. I've already seen, like, 10 or 11 things that I'm just not doing when it comes to my sales process and the way that I speak with people and even my story, I'm going to change that around just from reading your book. One of the things that I did want to mention was the book is Expert Secrets. Do you recommend that someone is an expert in something in order to read the book or do you. Can anybody pick up this book and they're gonna glean stuff from it?
- [32:15]
Russell Brunson
Yeah. It's funny, that was like my biggest fear, calling it Expert secrets, because a lot of people don't resonate with that. Or they're like, they're super introverted. Like, oh, I don't want to do that. You know, it's just like a double edged sword. Because at the same time, it's like I want people to hear as a calling for them. Right? Like, if you met me outside of this kind of circumstance, like, I am super introverted, shy, nervous. My wife came to one of my events with me one time and she was like, why are all these people so excited to see you? Why are they taking the picture? And then at the end of the night, she's like, and you talk so much. She's like, I've never heard you talk this much. Because for me, it wasn't about, like, I was gonna become an expert. That was never on my radar. Like, for me, I started learning some of these tools and things. And back then I was selling potato gun DVDs. I was like doing stuff. I was like learning the stuff. And I was like, I could sell anything on earth and I was so excited. I want to show other people and. But I didn't know how and I didn't know how to do it. And so this book takes you that process. If you're excited about something, you know, you have gifts and skills. And like, I believe God's given every one of us, like, things that we can use to help change other people's lives. As soon as you're passionate about that, like, this book's gonna help you, like, how do you find your voice? Because I didn't know how to do that. Like, nobody taught me. And it was like me awkwardly trying things a whole bunch of times. And I look at videos from five years ago and like, I was so scared of being on video, like, I wouldn't look directly at the camera, which is funny how I was like, I was talking to the camera, looking down the whole time, explaining things. I wouldn't look up at the camera the entire time because I was so shy and like nervous about just looking at the little thing, you know, that's right there. It's funny now, but like, we all go through that and some people are extroverted experts to begin with, and that'll resonate with you guys, but the rest of you want you to understand, like, it's not about you already knowing that stuff. It's like Are you passionate about something? Are you excited? Do you know what you have can change people's lives? So this is a calling for you. Listen to that. Because this book will help you to do that, help you to find your voice and help you to figure out, how do I build a tribe of people who I can share this with? I can serve. For me, business is all about service. We're serving people. And Zig Ziglar, one of my other mentors, he said, if you help other people, how do you say it? If you help everybody else around you get what they want in life, you'll get whatever you want in life. So the money will come when you focus on, how do I serve this tribe of people? How can I do it the best way in the highest level? And, you know, for me, in my community, like, for years I struggled. I was trying to make money. And, like, there's this weird thing where it's like, when you're trying to make money, that's your focus. And, like, you will always struggle. But as soon as, like, who are my people? Yeah, I'm obsessed with entrepreneurs. Like, let me get entrepreneurs. Let me help them. And it's like, how can I serve them? I'm like, can we create software? We're going to do books. The obsessed with, like, how can I serve these people so they can get their message out? Like, we become. I mean, I made more money in the last two and a half, three years than most people make in a lifetime. It's not about that at all. More she comes serving that tribe, then all the other stuff will come that you're looking for. Yeah, but forgetting, like, almost like forgetting that part and coming back to, like, looking at this group and like, what, like, what else can I give them? How's can I help them? What else? And that becomes your focus. It becomes transparent. I don't think anyone in here thinks that I'm in this for. For the money. If they do, like, they're not paying attention because, like, I care less. Like, I'm in it because, like, I legitimately, I see what an entrepreneur can do in the world. And if I can change one entrepreneur and give me one set of tools, like I was telling someone earlier today, we've got a group that's an amazing couple in the weight loss space. And it's so cool because they got started two years ago with us at nothing. And last month they had the record month. They did a million dollars in a month.
- [35:40]
Dr. Matt Accurso
Wow.
- [35:40]
Russell Brunson
They're getting 500 women a day to sign up for the weight loss programs.
- [35:44]
Dr. Matt Accurso
How many was that?
- [35:45]
Russell Brunson
500 women a day joining the weight loss programs. You look at that. 500 compounds every day. 500. 1000. 1500 in a month period of time. Like, that's how many women's lives that she's able to affect because she's learned how to get her message out. And I can help any of those women. Like, I have no skills helping women lose weight.
- [36:01]
Dr. Matt Accurso
Yeah.
- [36:01]
Russell Brunson
But, like, I gave them a couple tools, which I tell their story a lot in this book because, like, they did. They followed it to a T like, it was funny. Brandon. This was Brandon Cave, and Brandon's the husband, and he's kind of does more of the marketing. She's the face, and she's amazing at selling everything. They told me, like, when they start going through our stuff, like, most people read the whole book or listen to all their training course, and they come back, try to implement. He was like a Nazi. He would. Like, he'd read the first page. Okay, let's go implement this. We're not allowed to read page two till it's done. They do it, and they come back, and they've grown this huge business from that. But I look at that, like, I don't have the skills that they have at all, but I was able to give them some tools and direction and some stuff. And then now I look at, over the next 10 years, how many lies they will affect, it's immeasurable. I look at Drew with organifi. How many lies he's affecting. Like, I couldn't have done any of that, but I get the tools to get that out. And it's like, if all of us looked at our communities, our tribes that way, it would shift your focus to, like, how do I serve these people? Because everyone I serve, how many more people's lives are impacted, then it becomes so exciting.
- [37:03]
Dr. Matt Accurso
That's awesome. I feel your passion, man, coming through the computer, brother. And I know everybody else is too. And I'm gonna tell you this, man. This is. I'm not just saying this to the audience out there. Russell and I just met. Literally, we just met. You can ask his assistant. We've never talked before, but I will be completely transparent with everybody out there. I have never ordered a free book in my entire life. I've never gone through a funnel and gotten a free book ever. This is the first free book. You can document this that I've ever gotten, okay? And I'm blown away. Russell and I do not have a deal going. This is just, like, I Wanted to have him on because I believe in his message. And I truly, truly believe those of you out there who you want to build, if you want to get your message out to the masses, if you truly believe in your heart, like you're listening to Russell right now, you hear his passion, you hear how literally nothing's gonna stop him from changing the world. If you feel that inside of yourself, go do it. But use the right tools and expert secrets. Like, I'm telling you, this book is the right tool. I'm gonna have my entire mastermind read it. Our 25k mastermind. Everybody's gonna read it. And I would, I would encourage everybody out there, order the book. I think we're gonna have a link in the show notes Russell. If I'm. If I'm correct, they can order this book at $7.95 shipping, right? And that's it.
- [38:18]
Russell Brunson
That's it.
- [38:19]
Dr. Matt Accurso
$7.95 shipping. That's it. So, like, if you're going to go out to eat today, just eat at home, order the book and then read it. But it really is that simple. So, you know, you want to grow your business, you want to make a bigger impact, you know, get the book. I would encourage you to do that. I would encourage you to watch some of Russell's videos out there. I watched some of your videos, Russell, and like, once again, like, you're giving everything away on these videos. They're amazing. Go on YouTube. Type in Russell Br. Is there anything else, Russell, that you want to tell everybody out in the superhuman world out there that we may have left out or something that is on your heart that you want to.
- [38:56]
Russell Brunson
Share one real quickly that I got lasting? So one thing is when you do buy the book, what's Cool is our last live event before the book was done. I did a three hour, or, excuse me, 90 minute session going over the first three chapters in the book. So excited. I wanted to share it. And it was like I was on stage and I just went through it and it was so much fun. So when you buy on the last page, that video's there. So as soon as you buy, it's free plus shipping. You'll watch that. It's 90 minutes long. It'll walk you through the first three chapters and hopefully get you hooked where you're like, when the book comes, you're like, ready to dive in. That's my goal. You're so excited when the book comes. You just. Because I hate when you buy a book and it sits on the shelf like, rip, I Love that you have notes.
- [39:28]
Dr. Matt Accurso
I do.
- [39:31]
Russell Brunson
That's a gift you guys get as soon as you like. You watch that today or tonight, whatever it is, because it's there waiting for you. But the last thing I want to kind of leave is I believe, like I put 18 months of my life into this book. Like, this was not just. I see a lot of people write a book in a day or in an hour, a weekend or whatever. That was not this. Like, I put a lot into it because I believe that first off, I believe it gives everyone the tools that they need that will change their life, which is awesome. But more importantly is it gives you the tools to be able to change other people's lives and what you will find, like your own successes. And I know everyone here has had success. Like, it, it feels so good. Like, like I won that. That was awesome. But like when you, when you take those God given talents you have and you help somebody else and then they have success, like, it is a thousand times better than any of your own successes. Like my webinars, where I win, it's like, yeah, we did good. But like when Brandon and Caitlin send me a message on my phone and they show me what they just did, like, oh, like that is. I celebrate 10 times more for that. So much more exciting. And I said, it'll give you the tools to change your life. It'll give you the tools to change other people's lives. And that's what this message is about. And I appreciate you letting me share with your audience and I hope you guys, even if you don't resonate with I'm an expert, still get it because it's going to give you guys the tools to get to find your voice and to share it and really have that impact you want.
- [40:47]
Dr. Matt Accurso
Man. Brother, it has been an honor to have you on, man. And hear your heart. Most importantly, that's what I love about you. That's why I want more people to know about you and what you're putting out. You put out another book before this, but I didn't get to read it. But I'm going to read that one as well. What was that?.comsecret.
- [41:03]
Russell Brunson
Yeah, I said right here. So it's Dotcom Secrets.
- [41:05]
Dr. Matt Accurso
Yeah, Dot Com Secrets. Okay.
- [41:07]
Russell Brunson
This one, I wrote this one first, but this one you should read first. Like this is like the prequel. So I start with Expert secrets, then.com secrets layers on top of it.
- [41:14]
Dr. Matt Accurso
Okay. Awesome, awesome. And where can they go to learn more about you, Russell, and your mission?
- [41:19]
Russell Brunson
Yeah. The best place if you Go to, if you just go to russellbrunson.com, a couple cool things. One is I'm actually, my goal is to sell a million copies of the book and I'm actually documenting the process and so I'm selling books. But if you're selling, no matter what it is you're selling like on the blog, just replace book with whatever it is you sell. Like I'm really transparent. Week one, that's what we did. Week two, week three. And so each week I blog. Like so it's kind of a journey of my goal to sell a million books. But then on there, like on the about page, there's a video of me kind of telling my story. I cry like three times. It's kind of embarrassing. I love it. There's links to the books, to the software. Everything you find@russellbrunson.com you can get links to all that stuff and that's probably the best, like hug to see where everything's at.
- [41:56]
Dr. Matt Accurso
Nice. Nice. Well, so ladies and gentlemen, Russell Brunson. Man, thank you so much for taking time out of your day. I know you have kids, you're married, you're doing all these things with entrepreneurs and you took time to add tons of value to all of us out here today. So thank you so much for being on the show, my man.
- [42:11]
Russell Brunson
No worries. That was really fun. I appreciate you and thanks for letting me be part of it. Want more marketing secrets? If so, then go get your copies of my two best selling books. Book number one is called Expert Secrets and you can get a free copy@expertssecrets.com and book number two is called Dotcom Secrets and you can get your free copy@dotcomsecrets.com Inside these two books you'll find my top 35 secrets that we've used to become the fastest growing non VC backed SaaS startup company in the world.