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The Russell Brunson Show
How To Make It Rain
00:52:45
A personal message to a friend who is struggling.
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Hey everyone, this is Russell Brunson and welcome to an insanely late night Marketing Secrets podcast. So I am here for those who are watching this on tv. I am in the car over there. You can see is Nora. It is late, insanely late. In fact, in one minute it will be midnight here and we're about to take you guys on a very special Marketing Secrets podcast. So the big question is, how are entrepreneurs like this, us who didn't cheat and take on venture capital? We're spending money from our own pockets. How do we market in a way that lets us get our products and our services and the things that we believe in out to the world and yet still remain profitable? That is the question and this podcast will give you the answers. My name is Russell Brunson and welcome to Marketing Secrets. Alright everybody, so hope you guys are doing amazing. So right now, my little baby Nora and I are on a mission. It's a secret mission to get her to hopefully fall asleep. We started weaning her off the bottle about a week ago before our family vacation because that would be so much nicer to not have to have bottles on this trip. That was the good idea, huh, Nora? But what we did think about was the fact that she's insane and now she won't go to bed at all and so she won't take naps. Naps happen where she finally passes out. So today, basically we got back from the lake, we're on a family vacation. I went on a lake and we had a really good time and then she wouldn't fall asleep. And we're driving back and forth. Finally went to go to the store to buy something for dinner tonight. And when I was coming back, she passed out and she slept for like three hours because she was so beat. And then she woke up and Ash, she woke up to bed. So this is the second night in a row last night I was also out driving until about midnight, actually 12:30. She fell asleep last night. So it's 12:00 clock right now. Hopefully in less than 30 minutes she will be asleep. But I am on vacation, having a good time. And if you listen to my last Marketing Seekers podcast, I talked about how vacations can be. So it can be really tough for entrepreneurs because they're not. It's like we're moving, there's no momentum. We're kind of just stuck in this spot. And so that's somewhere that I definitely feel. And as much fun as vacation is, it's also hard for me because I'm psych stuff to do, people to see, places to go. And actually, it was interesting as I was packing the car when I was about to leave, between hiking stuff in and out to the car and everything, I was just checking Facebook. And it's interesting, there was a friend who I don't think I've seen him. I think last time we talked, honestly, was in elementary school. I remember sixth grade. It's kind of funny story, sixth grade. We were moving these big, huge boxes, and I remember he had this big, huge box, and he dropped it. I don't know why I vividly remember this, but I remember him saying he was super embarrassed that he dropped this box of stuff. And he was saying, someday this is gonna be one of those things people remember me by. Like, remember that one day you dropped this huge box? And I remember thinking, that was really, really interesting. And now it's like, what, 30 years later, I remember that day. It's kind of funny. But anyway, like, I remember he was in junior high with me in high school, but he was a basketball player. I was a wrestler. So we didn't really cross paths a lot. But I knew who he was and grew up in elementary school and obviously had respect for him. When the Book of Faces came out, Zuckerberg. It was kind of fun because you go back and you start remembering all your high school and junior high and elementary school friends and people from wrestling and all the different aspects of your life, and you start adding them on Facebook. So he was one of the names that popped up years ago, and I added him and then hadn't thought much more about it. And every once in a while I saw posts from him, so I kind of knew a little bit what he was doing, but not a lot. Just kind of knew that he shifted his job or his business, his career a couple times, and it just seemed like he was having a lot of success. And I remember it was like last Christmas or something, he posted something really negative, and I was just like. Like, I felt bad for him. But it's also one of those things that. It's one of those weird things. When I first started my business and started learning about entrepreneurship and started learning how to sell things, and, like, all this world became open to me. I remember at first, I wanted to kind of share with everybody, and I did. I tried to share with my friends, my family members, people at church, everyone I bumped into. I was so excited. I'm like, trying to tell this thing like that I learned how you can, you know, And I was just so excited. I would share with every single person and was so mind blowing to me. Most people just like, oh, cool. Yeah, it's nice. I'm like, no, you don't understand. It's not just nice. Like, you know, it was so frustrating to me. But it's just funny because like, that was like, I always tried to change everybody and save them and help them because I thought like, that was what I was supposed to do. And after a couple years that I realized that most, most of the people, actually none of the people I ever tried to help ever did anything with it. It was really depressing to me. So that's when I shifted back and started doing the business. For a long time, I think I got into coaching because I wanted to share it. And it was cool when I started coaching people because it was like people that would come or people who it was their idea first and they came to me to learn how to do it. Those people I could mold and I could help and I could change because they had the desire first. It's because I've been very cautious in the last probably decade of my life going out of my way to talk to people about this stuff unless they raised the hand first. So I saw him last December say something. And I was just like, ah, it's not really my spot to say anything. So I didn't say anything. And then anyway, as we were leaving, I was just going through Facebook, getting. Packing the cars. And so I'm sneaking out. Do what you do with phones. I look in the phone real quick and I see this post from him. And it was this long post. It was again, a kind of negative thing. He was talking about how much he was struggling and he was trying to make money and all these things. I think he said that this last year he made $25,000 and all that. And that was what he made the entire. He was really struggling and he was trying to better things for his family and for his life and for his wife. And for all these things, we just couldn't figure it out. And he was just frustrated and he was just kind of venting. How you doing, Nora? She's so cute back there. Anyway, she falls asleep soon anyway. And I felt for him and I was just like, do I say something? Do I not? And for whatever reason, I decided to just kind of reach out to him. I was just like, hey, man, the problem. I'm like, we have been talking like 20 plus years. I don't even know if you remember who I am. But the problem is you're not focusing on the right thing. And he wrote. And I was like, I can help you. But saying, I don't want to kind of intrude. Certainly not my business. I can help you. I know it's wrong. It's an easy fix. I was like, in the last year and a half, two years, we've helped. I've been able to coach over almost 200 people now to become a millionaire, and thousands, tens of thousands of people to make $100,000 and more in a year. So it's like, I know the game. I know what it takes and what it doesn't take and all those kinds of things. I was like, at the same time, I don't want to be that guy who's like, it's like. And I said something like that. And then my next post was like, I wish I could read right now. And I'm not trying to pitch you on some mlm. That's not my. I honestly just like, if you want help, I can help you, because I know what's wrong. And he was like, really? He's like, yeah, I want to know. And so I kind of told him. I told him a couple things, and I said that if. If you do those things and all these, I'll record a podcast for you while I'm on my trip, kind of going into more detail. So the last three days, I keep thinking about that. I'm excited. So that's what I'm actually doing right now. And I hope it's a benefit for all of you guys, because I think for most people that are stuck, it's not something that's unique to you. It's not. A lot of times we think our situation is unique, and it's not. It's a pattern. It's a pattern that happens over and over and over again. And the key to breaking patterns is recognizing them and then realizing what the correct pattern is and then replacing it. It's not hard. It's just. It's hard because it's the first time most people have gone through it personally. And so it's like, anyway. So that's kind of the context. And so I just want to share kind of this message is really, for him. I'm not going to go super specific, but I think it'll be helpful for everybody. And I know that typical people I talk to in this podcast are people who are entrepreneurs already. And this is kind of, I guess, for someone who's on that line between, like, the job, maybe and the entrepreneur, like, that line right, where it's like, you're not fully like, I'm an entrepreneur running this way, but you're struggling at the job thing and you're kind of in between. That's what this podcast is for. I hope it kind of helps. Alright, so with that said, I'm gonna jump into this. So the first thing that I kind of told him in this message, I said, alright, first thing is you're focusing on the wrong thing. He's like, well, I've been focusing on perfecting my craft and just kind of some perspective. The industry he's going into is like film, so he's trying to do movies and videos and all that kind of stuff, right? So he' like, well, I'm focusing on getting better at my craft and I'm also doing a lot of networking. I was like, okay, yes. So you were completely focusing on the wrong two things. You were focusing on things to help you get better at your thing. But I was like, you have to shift your focus to making money. And that's a weird concept because like it's something like. I remember the first time I had that epiphany of like, I need to learn how to make money. I was in school and I'm learning all this crap and I'm looking at this stuff I'm studying and I was like, I'm not actually learning how to make money. I still remember one of my biggest gripes with college is I took two semesters of accounting and two semesters of finance and they never once taught you how to do your own taxes, which is insane. Insane. School sucks. Anyway. Throw that out there for those who are wondering my thoughts about the whole thing. But it's crazy, like the fact that they don't teach you that thing, right? And I realized I'm not learning how to make money here in school and I started studying how to make money. It was interesting how different it was, right? Like it's not what you're learning in school. And now fast forward, I think it's been man. See, It'll be my 15 year anniversary in like a month from now. And we got married at the year left of school. So my 14 years, whatever I've been, graduated from school. So kind of looking back on it now from this side. Sorry, I thought I was waiting for a stop sign. There's no or stop light. There's no stoplight. There's a stop sign. Little Nora's still awake. Anyway, so as I look at it now from this lens of looking back, it's interesting like, like a lot of times we want something. Right? Like, I remember growing up, you always hear your parents, people say, like, hey, you gotta get a good job so you can. Or you gotta go to school so you can get a good education so you can make good money. Right? Yeah, like, we all hear that. Like, that's, like, a thing that parents say a lot, right? And so we assume that, like, those two things coincide, like, good job, good education equals more money. But not necessarily, like, now they look at it again from my perspective, you know, 14, 15 years later. It's interesting. So I was thinking about this a lot over the last two or three days, especially if you want to look at the structure of how people make money, because there's definitely. There's places you make money and there's places you don't. And most places we're focusing on. Like, when he said, I'm focusing on getting better at my skills and networking, he's focusing on something that's good, but it's not making money. And so I'm gonna start at the top. So the top is like a pure entrepreneur. So the top of a business lay like a hierarchy chart. So boom. The top is, like the entrepreneur who starts the business. Typically, at least the entrepreneurs I like to work with, they're entrepreneurs who are passionate about something, but they're mostly passionate, not just about that thing, but they're passionate about getting that thing out to people. That's what defines an entrepreneur. If any of you guys have read the E. Myth by Michael Gerber, he talks about what happens with a lot of people is that they think they're entrepreneurs. They get a job at a bakery shop, and they start baking cakes, and they see the dude who owns the bakery shop, and they're like, this guy's an idiot. I can do better than him. And then what Michael Gerber says is that they have an entrepreneurial seizure. And then they think, I'm smarter than this person. I'm going to start my own bakery. So they start their own bakery. They said the problem is that they're not an actual entrepreneur. They're a technician. So there's somebody who's in the business who's doing it right. Like, they're making the bread, they're making the cakes, they're making the stuff. But they look at the entrepreneur who they think is an idiot. And so they say they have the entrepreneurial seizure, and then they decide they want to become an entrepreneur, and then what happens? They start their own business, and they're like, I can make bread better than anybody else or Whatever I can make pigs. And they're passionate about the thing and they create this business. And what happens to this business? It fails. Guess what? It's like whatever 90 plus percent failure rate of businesses because it's technicians. It's people who think that the key is the thing. They think that the cake is what runs the business. They're passionate about the cake, about the creation of the cake. They understand that's not the business business. The entrepreneur's job is to be passionate about getting the cake out to as many people as possible. That's where the money's at, right? And so that's why most businesses fail, because it's not an actual entrepreneur running it. It's someone who had an entrepreneurial seizure and is a technician who's trying to do that thing and thinks that they should start a business because of it. Okay, so my first question for you, for everyone listening to this is like, are you the entrepreneur? And now the good news is we go deeper into this. Holy cow, the deer just crossed the path. There are ways to make money, not as an entrepreneur in a business, but it's not where you probably think that they are. A lot of people think that anyway. I'm just thinking, for example, like a doctor, right? Like, doctors make good money. People like, how many times do you hear like, you have to become a doctor to make good money or a dentist to become good money, right? So like, those people make good money, but not like there's no limit to your income money, right? Because the doctor is a technician, right? They just happen to be a highly paid technician because a lot of schooling and things go into it. Plus, like. But they're still a technician, right? They're not an entrepreneur. They have definite cap on their income growth always. And so just depending on what technician you pick, let's say you're going into a company to get a job, you're capped by the earning potential of that role you take on, right? If you're a doctor, if you're a dentist, if you're a baker, if you're a support person, you're capped at whatever that thing is, which is fine. It's just knowing that that's where you're kind of capped at, right? If you want no cap, the first spot you look is being an entreprene. But to be an entrepreneur, you have to understand it's not being passionate about the creation of the thing, it's being passionate about the selling of the thing. There's a big reason why I read the Expert or wrote the expert secrets book. Because typically experts who are really passionate about their topic are also passionate about getting a topic out. By definition, they're entrepreneurs because they're trying to get the message out about that thing. They own the bakery, they made the cake, but they're more excited about telling people about the cake. That's what makes them successful entrepreneurs, typically. That's why I love working with experts. Okay, alright, so there's the top of the. Flip this car around. I'm getting out in no man's land now. So that's the top of this. I don't know what you call it. Pyramid scheme of business. I don't know if you want to call it that. But the entrepreneur's at the top, right? And that's what most people look at is like the entrepreneur is the person that makes all the money. They also the people. That's a risk, all of everything, right? So entrepreneurship is like a scary thing because you have the no earning potential at top, but you're also the one who all the risk is on your back. Lot of people, you can't just go out there and become the entrepreneur immediately, especially if you have a wife and kids and things like that, because you have to have security. And so there's this huge draw with people who have entrepreneurial desires, but they also have these security needs between their families. So it's like that's a hard thing to go and gamble and just jump in. I'm going to become the entrepreneur. And so I understand that. So a lot of times the entrepreneurship is not the first place for people. I feel super blessed. I started my entrepreneurial journey about the time I met my wife and. And I was able to do a lot of things because she was supporting me. I was going to school. We didn't have kids, we didn't have all the. We didn't have this need for security at the point that I was getting started, which I'm so grateful for. I have so much respect for those who step into the entrepreneurial role when they have all those things because it's so much harder. So it's always easier to start being an entrepreneur and risking everything when you don't have wife and kids and things, right? So that's kind of one thing, but that's one spot. So again, there's different places to make money in companies. There's the best spot, right? Maybe not the best spot. That's one spot is the entrepreneur at the top, right? All right, so that's number one then underneath the entrepreneur inside of an Organization. There's gotta be the technicians there, people doing the thing, right? There's gotta be people baking the cakes. Gotta be people like cleaning the teeth. There's gotta be people cutting the people open, okay, the technicians, right? And so technicians, this is what schooling is actually like. The only reason why school is actually good is because it creates technicians, right? So if you want to become a doctor, you have to go to school. If you want to be able to drill teeth, you got to go to school. If you want to become a baker, if you want to become a butcher baker, candlestick maker, I don't even know any profession. Oh, another deer just ran by. I wouldn't hit a deer. That would be scary. But any profession, there's like, that's what schooling's for. And so when you're going into school, you're looking at that, you're saying, okay, like any major you decide to go after, like there's kind of an associated salary range that you're going to fit into, right? And sometimes it's big. Like doctors make good money. But like you're always cap. Like a technician will always be capped by definition of what they are. Okay? You are. And so if you're coming into a business and you're like, I'm a technician looking at this, you're capped, your salary is capped. Okay? So my friend who's doing video stuff, like he's looking for jobs in a business that are this, He's a technician, right? So again, he was saying in his post, like he made $25,000 last year. It's like, well, the reason why is because the need that you are fitting inside of whatever company you're trying to plug into, that's what they got budgeted that. So that's what you're able to make. You're capped. You can't go above that unless you work more hours, more days. Sometimes you find another company that has a bigger budget. That's another thing. And again, there's nothing wrong with the technician. Just understanding there's a salary that's set for that thing, there's a budget set, and that's what happens. The goal of a business is not to make the technicians rich. I had a finance teacher at Boise State. I'll tell you what, most teachers I had in school were always like, what's the job of business? Oh, to create jobs and to stimulate the economy. And they always had this happy, go lucky tree hugging attitude about business. I had this one finance teacher said the only goal of a business is to make the Owner's money, that's it. If the entrepreneur, the owner is not making money, the board of directors, whoever running it, if they're not making money, business dies. That's the only purpose and only point of a business, business is to make the entrepreneur money. Like, everyone's gotta understand that. So you, as a technician, there is no desire for anybody. If you make more money than what your set salary is now, you're gonna find entrepreneurs. And like in my company, I'm very compassionate towards people and I love what they do and I like creating things about ceilings for people and like having incentive plans, stuff like that. But for the most part, like you're kind of like as a technician, you're in that range. So you understand, like if you're going to start school, that's the earning range you're going to be in. Are you okay with that? If you are, then cool, go for it. And that's awesome. But don't complain later when you come back like, I'm not making what I want. It's like, well, you picked a profession, you're a technician, you picked this piece and that's all it's worth. It doesn't matter how much school you went to, how much time and effort you put into it, that's what that task is worth to the entrepreneur. So you gotta understand that. So technicians, but they're saying to a business and they need to be there. And that's what colleges and universities and programs are all created to create those people, those people are important. But again, that's kind of the pros and the cons of that. Check it out guys, look at this. Flip it over. She's asleep. Woo hoo. 12, 19. So that's a good sign. This podcast might not be three hours long now she's asleep. Otherwise it could have been a really long one. Anyway. Alright, so there you go. Entrepreneur. Unlimited potential, tons of risk. And the role. The reason why an entrepreneur is successful is because they're passionate about the selling of the thing, getting the message out, not just the message, right? Not just passionate about baking cakes, they're passionate about getting cakes into as many people's mouths as possible. Because they're obsessed with the end product. Right? That's the difference. Okay, there's entrepreneurs. Number two level down in this pyramid is the technicians who are the ones doing the jobs to make this whole thing happen. Super essential, but have huge earning caps. And depending on what tech role you pick, depends on your earning cap. Okay, there's one more spot, and this is the spot I want everybody to understand because this is the other spot inside of a company where you have no earning potential. Excuse me, I said that wrong. You have no earning ceilings. You have unlimited earning potential. Scratch that. Could have been really bad and messed up the whole thing. You have unlimited earning potential. Literally, the sky is the limit. And that last piece. So we have entrepreneurs, we have technicians, and then the third are the rainmakers. They're people that make it rain. They're people that bring leads and money into the business. They're the rainmakers. Now, entrepreneurs love rainmakers. Why? Because they make it rain. Do you guys understand that? Like, that's the secret sauce. Now, most technicians don't understand that because all they know is, like, I went to school to learn this thing, to do this task, and they do it, and they go in and they do it, okay? But the person that get rewarded the most outside of the entrepreneur of the company, are the rainmakers. Typically, in most. I don't know most, but a lot of the businesses that I own that I'm involved with. The rainmakers, a lot of times are entrepreneurs who maybe if they would have started their entrepreneur journey 10 years earlier, they would have been the entrepreneur in the business. But for whatever reason, they're not. And it's okay, because they can have a lot of times called intrapreneurs in their role in the company. They have the ability to grow and expand as much as they want because they're rainmaker. So what do they do? They make it rain. They bring in customers, and they make money. They bring money into a company. So if you look at this from an outside perspective, if you were to sum this up in college terms, it's like marketing and sales. Marketing brings people in. Sales takes their money. That's kind of what it is. And it's funny because I don't know what it was. Even most technicians, if you go to school and you tell someone you want to be a salesperson, what, like, the viewpoint or even, like, marketing. I'm in marketing or I'm in sales. The technicians are the ones who always, like, look down on you, like, oh, well, I'm a doctor. Like, oh, well, I'm a blah. Like, they look down on the rainmakers because they think it's like. It's like a sub. I don't know. Whatever it is, they think it's, like, not as good or not as dignified or whatever. What they understand is, like, the rainmakers make the money okay. It is the most dignified, most important position in the entire company without the rainmakers. The technician has no job, okay? That's someone bringing people into your business and then getting the money from those people. There's nobody then to be a technician, too. You make as many cakes as you want, but some dude did not bring those people into the store and take their money. Then they're not going to take. They're not going to buy a cake, okay? It is the most important role in the business outside the entrepreneur who sets up initial risk to get it going. And so even though the technicians talk down on us marketing and salespeople, it happens to be the most important role in every single business. You can tell when businesses are stupid. When the recessions come, they cut their marketing teams, they cut their sales teams. It's insane to me. I had a chance in my life to live through one of the recessions, whatever 2008 thingama do. And I had a bunch of friends who were in marketing jobs, and they were making a rain for the company, and the company started struggling. So they cut the marketing. And I'm like, you're insane. You're not. Cut the technicians, they don't do anything. Don't cut the blood coming into your company, like marketing and sales is the blood. It is the rain. The rainmakers are the key. Okay? So rainmakers, they don't have a ceiling in most businesses nowadays, especially if you become good at it. And not like a little bit good, but really good. You can come to companies, look, I can bring in unlimited leads for you. Guess what they're gonna do? They will give you anything you want. That's all companies need. They need leads. The other thing they need, they need sales. They need to take those leads and turn them into cash. They turn them into money. That's how the entrepreneur gets paid. That's how technicians get pa by the rainmakers bringing people in, taking their money. That's it. We can try to be romantic about it, but that is it, you guys. So you have to understand, if you want to be wealthy, I'm not talking about making a good income as a technician, because you can do that. You got to go to school. That sucks. If you want to become wealthy, become rich, you want to make a lot of money, you have to shift your focus from becoming good at being a technician to shifting your focus to understanding how to make it rain. If you can make it rain in a business, you can. You are infinitely valuable as a technician. You're only valuable as that task is to the person, to the company, right? And they know they got a budget for It. So there you go. So if you're working at a company, you're like, hey, I do video. Then guess what? They have a budget for that. Like, cool. We pay video guys 3 bucks an hour, 12 bucks an hour, whatever that is, right? 20 bucks an hour for my friend, the companies you're working for, they budget 25 grand. So that's all the money you're able to get because you're a video person, right? You're a commodity. That's the other problem about technicians is they are commodities. Do you understand that? Like, it was funny, I was talking to my sister the other day here at our family vacation or whatever, and she teaches piano lessons. And I love my sister. She's honestly probably my top three favorite people on planet Earth. And anyway, she teaches piano and she's like, I'm so busy, I can't keep up with anything. I said, well, we should double your price. And she's like, I can't double my price. I'm like, why not? She's like, a couple things. First off, like, if I double my price, I'll lose half my people. I'm like, okay, if you lose half your people, you double the money, it means you get double the free time, make the same amount of money. She's like, well, I can't do that because that's like the set price, what people charge for piano lessons where I live. So if I raise my price, they'll just go to somebody else. And I was like, cause you're a commodity. I'm like, guess how much people pay for marketing consulting advice. And she's like, I don't know. I'm like, neither do I. But I know that I don't look what everybody else charges and charge the same thing. Like I charge the most I possibly can. For example, the other day we had somebody who contacted our office and they wanted to do a one day consult with me. And I was like, I don't have time for one day consult. And they're like, well, how much would it cost? And so I told Brent on my team, I was like, tell him it's 100 grand and we'll get. And they can do eight hours, but they have to come to Boise. And I'm going home at 5 o' clock at night to go be with my kids. And he was like, you kind of laughed because he knew, like they wouldn't say yes to that, right? And then he went and pitched it to me. He came back like five minutes later. He's like, they said yes. There you go, wonder why, Because I'm not a commodity. When you are a video person, you're a commodity. When you are any type of technician, you are a commodity. You are a doctor, you are still a commodity because guess what, another doctor comes along and he's better than you, less expensive than you, whatever, they can replace you with the other person because you are a commodity. The rainmakers are not commodities. That's we have to understand. The rainmakers are unique because they understand something that they can't just learn in school, they know how to get. Especially in school because there's no school that I know of yet that teaches a marketing program that actually is good. Okay, so there you go. So if you're in school trying to become a rainmaker, you should drop out today. If you want to be a technician, stick in school. You want to be a rainmaker, it's time to leave. Other than if you're in school, like, honestly, if you're trying to do a sport, that's why I was in school, do that. If you're trying to find a beautiful spouse, school's a great place to meet great looking women and probably good looking men, I got no idea. But that's a good spot to be a technician or excuse me, to be in school. But just till you find your spouse, then leave. It's time to go. If you, if you want to make it rain, it's time to go. Okay? The rain makers are the ones that are not a commodity. There's no cost associated. People don't budget that out because they're like, I don't know, how would you like if I came to a company, I'm like, hey, alright, so I'm gonna build you guys a sales funnel. And this funnel has the potential to bring you unlimited leads for forever and make you unlimited amount of money. Like, well, how much does that cost? I'm like, well, how much do I want to charge you for? They can't go and price shop me. How are you gonna price shop? Russell Brun charges 100 grand for a day. How do you price shot that? Go to somebody else. Ask Gary Vee what do you cost? And he'll give you his price. But he's gonna teach way different than I am. If you want what I got, I'm the only dude that's got it. So you gotta pay me what I wanna charge you for it. I'm not a commodity, Sydney. If you're a great salesperson, you're not a commodity. Great salespeople are rare. So if you're an amazing salesperson. You can walk into any organization and say, look, hand me your leads. And I just want 20% of everything. Eat what I kill. I'm taking 20% of what I kill. And there's on earth that I know of that if you walked in and said, look, don't pay me a pen. You just give me all your leads or 20% of what I kill, almost all of them will say yes to that. Okay? Because you're a rainmaker, so you have no ceiling. Just go kill a whole bunch of stuff and you get your cut. Right? Same thing with the person that's making a rain. It's bringing the leads in the door. And so a lot of times you're like, well, Russell, I'm a video guy. Or, Russell, I'm whatever. I don't know how to make it rain. Like, right now, I'm basically. I'm a technician. Like, I'm plugged in this technician thing. I said, look, you got to start studying, not how to become a technician. Like, you gotta become good at your craft. Okay, I agree with that. You gotta become obsessed with it. But you have to become good at understanding how to make money. The study of making money is the key. So how do I make money? Well, it's understanding. Like, if you're a video person, doing video is a commodity. But if I can understand how to use video to bring in leads, it changes things, because now I'm not a commodity. Okay, I've got a friend who charges $100,000 to make you a video, plus 10% of any video ever makes you. Technically, he's no better than anybody else. In fact, I've got friends who argue he's a lot worse in video than most people, but he knows how to trick that video and how to turn it into cash and bring in customers. How he knows how to use it to make it rain. Now, for those of you in my world, I've got some tools to help you learn how to take whatever technician skill set you have and learn how to make it rain. So I told my friend, I gave him some advice. I said, I'll record you this podcast, but you got to do some things for me first. The first thing you need to do is go back to this podcast, which initially was called Marketing in your car. In the first 100 episodes, there's a really cheesy jingle. Next 200 episodes, there's a less cheesy jingle. Still a little cheesy. And then recently, we transformed it into the marketing seekers podcast, which I really like that name. And the new jingle is freaking amazing. Do you guys agree? So we've got that one. I said, going on, listen to every episode. Start episode one and go through all of them. And I said, what's going to happen is you're going to immerse yourself in how to become a rain maker. I said, you're going to learn a bunch of random crap, and none of it's going to tie together, but it's going to get your mind immersed in this mindset. If you don't like me or my voice, you can go find somebody else, but find someone who's obsessed with marketing and sales and the stuff that people pay unlimited money for and start immersing yourself, like, listening to it all day, every single day, so your mind is just wrapped into the concepts, okay? I said, with geeking out and, like, going deep, my podcast, your mind's gonna get into it, but you're not gonna have, like, a blueprint, right? You're just gonna have, like, all these thoughts starting to go through your head. It's kind of, like, all over the place. And it won't be, like, a path, but it'll be immersion, right? And immersion is the key. Like, you gotta get your mindset, like, as you. I mean, Tony Robbins talks about this a lot, and I'm a big believer in pretty much everything Tony says because he's a giant and he's got stage presence like nobody else, and he's amazing and, like, a billion other reasons, right? But Tony's the man, and he taught me, like, immersion. If you want to learn something, don't dabble. Like, there's dabblers out there all over the place who dabble, okay? And my guess is that things in your life that you struggle at are things you dabbled with, and things in life you excel at are things that you immerse yourself in, right? That's just how it works, right? And so if you want to learn how to make it rain, you got to immerse yourself in just the concepts of people that are making it rain. Okay? So number two, what I told my friend, I said, there's two books you got to read, and I shipped them out to him. So first book is Expert Secrets. Okay? Now, in this business, there's two sides of the business. There's the art and the science, okay? The art is, like, how to the gift. The art really is kind of like the selling and the messaging and the positioning and all those kind of things. The storytelling and that kind of piece that's the art. So I said read the expert secrets book first because that's the art. And the second, read the dotcom secrets book because that's the science. It's the art and the science to making it rain. So when you read both those books, you're going to learn there's two different perspectives. You'll feel it in the book. One's very much like here's the structure of how the science of it, that's the dot com secrets book, the science of how this game is played and then expert secrets is the art. Now what a lot of people think is like I mastered all this and you don't. Especially if you are someone who would love to be an entrepreneur but for whatever reason you're not able to, you want to be an intraneur in a company, say okay, I'm going to go into a company, I'm going to become an intrapreneur for a company and then look at that and say, okay, I don't need to know all this stuff, but I got to understand it all. I got to understand the art and the science and then with that I got to figure out where does my skill set fit into that. So my friend that's doing video stuff, like you have a skill set that in the right hands is worth a lot of money. In the wrong hands, it's money worth the 25 grand a year. You find a company that's growing, you find the right company, the right person to plug into to come and say, look, I want to make it rain for you. Brandon Fisher, who started doing video stuff for us two and a half, three years ago, he came in and said, look, and I met him and my brother's video stuff for me and we didn't really need another video person. But he came into me and was like, hey, I want to learn what you're doing. I'll just do video stuff for free for you. I'm like, alright. So we started doing video stuff for free and did some amazing stuff and started capturing stories for me. He captured Liz Benny's story of her telling her experience with inner circle. Basically he didn't come to me as a video guy, he came to me as like, I can capture the story that's gonna make your company look a million times better so you can make it rain. He captured the story of Liz Benny. We took that video, put it on the website, started driving traffic to it. And that Liz Benny video, I couldn't track it today, but that video's probably made me, I don't Know, I would say at least $2 million, if not more. That video helped me to make it rain. So that video asset to me wasn't worth a year. It was worth a heck of a lot more because it helped me to be able to create customers and convert those customers, get money from those customers. But he didn't come to me as I'm going to be a video guy. He came to me like, let me serve you first. The best thing about rainmakers is if you're good at what you do, which is why it's important we talked about earlier. It's important to get really good at your craft. That is important. Become obsessed. Literally become so obsessed with what you do, you become the best in the world at it, or at least the best that that person's ever met. Become obsessed with it. That's important. The second thing is figuring out how to use your skill to make it rain. Becoming obsessed with that connection piece. That's the missing key, right? Because then you become an entrepreneur. You own a company, and then you come to a company and don't come in and try to negotiate a huge fee for a couple reasons. Number one, you try to negotiate a huge fee. The first thing you're going to do is you're locking yourself in as a technic. Technicians get paid a salary, understand that. So as soon as you negotiate in, you lock yourself in and then you're there. You come in the other way and say, look, I'm work for free and I'm going to make it rain. And then I just want a piece of what I bring to you. You bring it that way and you come in and you help make it rain. Then it's completely different. Jay Abraham, one of the greatest marketing strategic minds of all time. His whole thing, he come to a company, said, look, I'm going to come in, I'll work for free. I just want 20% of the increase. Come to a company. He had 40, 50, 60, $100 million in a company and just took 20% of the increase. That's what rainmakers do. That's what sales people do. You are creating opportunity. You're creating money for them. You're taking percentage of what you create. That's the key, you guys. That's the key. How to be an entrepreneur inside of an organization and have no limit. Guess who they don't fire in a company? The person that makes it rain. You come to a company and you make it rain. That's it. You write your own paycheck from that point forward. So how do you do number one, Immerse yourself in this stuff, in the marketing and sales. Okay, immerse yourself. I would recommend doing it through the podcast because I think I'm obsessed with podcasts. It's the best way to have it ringing through your mind all the time. I say start at episode number one of my podcast, click, play and go until you're done. And then a lot of you guys start over. And again, this is not for my own ego. Partially. Alright, partially for my ego, but mostly it's for you guys, okay? And again, if for some reason I talk too fast or I'm annoying or whatever, I don't care. Plug into somebody. Plug into Grant Cardone or Gary Vaynerchuk or plug into John Lee Dumas, I don't care. Find some Pat Flynn, whoever you resonate with, plug in and go. And don't unplug. Every single day, all your free time, you're driving, you're walking, your bathroom breaks, you should be listening to podcasts constantly. That's gonna give you the immersion because immersion's the only way for you get the connections of like, whoa, this connects to this. And you'll start seeing this big pict number two is then you need a strategy and a blueprint. Okay, so for each of you guys, there's two books I've written. I've put my heart and my soul, I've read thousands of books, sold hundreds of millions of dollars worth of stuff to be able to figure out what actually worked and put it into a book you can read in like a day. So read the expert secrets book number one and then read the dot com secrets book. Expert secrets teach you the art. Dot com secrets teach you the science. Then you gotta look at what your skill set is and where does that plug into the art and science. You don't have to do everything but figure out what you are good at. And then what I would recommend doing, this is kind of the next step of it is like those who have gone through my certified partner program, we certified people to build sales funnels, the ones that are the most successful, the ones that realize that they're not the best at everything. Henry Kaminsky, one of my buddies, he was in the inner circle for last year. He talked about when he first came in, he was a graphic designer. He's like, I, I'm a graphic designer. He's like, I came in and he's like kind of come back. He didn't say it this way, but it was like similar. He understood art and science. Okay. He's like, I'm really good at graphic design. I don't know all this other stuff. So he started studying it and learning it, and you realize, like, there's pieces to this. Like, if you read Dotcom Secrets and Expert Secrets, you realize there's pieces, right? And you can go and become expert at all of it or what he said he did. He's like, I built a Voltron team. And some of you guys, if you're young, you know what Voltron is, you can go Google it or you may remember. Power Rangers might be a better one for you guys. Anyway, there's different versions of it, but Voltron was basically. There were like these five. And same with Power Rangers. Same storyline, probably same everything, but there's five people, each had their own superpower, right? And went out there and they were really good. But then, like, there'd be some big bad guy always come and they couldn't defeat him individually. So they have to group together, become Voltron, and. And all five pieces came together and then they'd go and they fight, and then they could come and they could win, right? And so Henry said, he's like, I had to. He's like, I realized I was a good designer, but I'm bad at strategy. So I had to bring a. I had to find a strategy person to partner with. So he partnered with a strategy guy, Dave Arsarno, and then he's like, I need someone who is good at selling. So he partnered with a salesperson. He partnered three or four people, and they built this team, this Voltron team, and went out there. Within less than a year, Henry made over a million dollars with this little company, right? Because he understood the art. He understood, like, we're rainmakers and I'm getting this piece of it, but I need to clean couple people together so we can really make it rain. I need someone that can drive traffic, someone can do the sales, someone that can do these things and all do the art. And you did that. So for you guys and for my friend, looking at this, like, after you understand the art and science, you've immersed yourself, so you're learning all these kind of things, right? Then you buy the expert secrets and.com secrets book and you read both of those. Now you understand the art and science of how to make it rain. Now you're looking back saying, where do I fit in this? What am I passionate about? Am I good at the storytelling part? Am I good at the funnel part? Am I good at this? Figure out those pieces and then you can go to companies and look at that and say, look, I'm really good at this piece. I can bring this thing to you or find a partner. People come in and say, look, we can come and do this thing. A good example of this, you guys. I don't normally share these kind of numbers, but I want to just to kind of help, right? So some of you guys have seen the Harmon Brothers videos. Some of you guys know that we are about to launch our Harmon Brother video, which I'm really excited for. But they did Squatty, Potty Poo, Pourri, Chatbooks, Fiber Fix. Whole bunch of great videos, right? And they make these videos, and they're good, right? Really good. They go viral, and they're amazing. But if you look at the whole thing, actually, let me sit back. I wanted to hire them to do a video for me. So I messaged them two days after they'd actually messaged me, which was kind of funny. And they had this funnel, the Fiber Fix funnel. They said the video went viral, but then the funnel wasn't converting, and they wanted my help. And I was like, funny. I just wanted to email you to see if you do video for us. And as I. We got on the phone to kind of talk through it, and I was like, and both of us are rain makers, right? Like, they look at us like, our videos make it rain. We know what they're worth. And so I was like, well, how much does it cost to create a video? And I was like. I was thinking maybe 50, 60 grand or whatever. And, you know, with a very straight face, he's like, well, we charged $500,000 up front plus 20% of ad spend. I was like, what? And he looks at me straight. He's like, he didn't say this in so many words, but in the words of this episode, he said, you know, we know how to make it rain, so that's what we're worth, and that's what we charge. And, you know, a few months later, I wrote him a check, and now they're gonna make it rain for us, right? And same thing, they came to me. It's the Fiber Fix funnel. They're like, hey, we want you to fill Vic's funnel. How much does it cost? He's like, we can hire someone, and most funnel, it's ten grand, but for me, it's quarter million bucks. And he's like, whoa, why are you so expensive? And I was like, I know how to make it rain, okay? And so then they did their deal, right? Like, because. Because it worked, right? And so, and then as I. As I went with the Harmon brothers and we did the video, I could spend the most amazing experience. I can't wait to show you guys the whole behind the scenes video. There's some clips on Funnel Hacker tv. You see little bits of it here and there. But like, it's amazing. Like, it's not like two brothers who do this whole thing, right? Like, it's these guys who started to business and then when their process is really cool, like when we hired them, basically they said, okay, we're doing a writing retreat. And they found three amazing writers to write three different scripts for us. We go to this cabin and they had three writers come and each writer reads their script. Each script was like insanely amazing, right? But three different comedic scripts. These guys, again, are writers that they hired. They're sketch comedy writers. So you showed up three, and then they came back and said, okay, which three? The three which, like, the best. We picked one liked the best and they said, okay. So all three guys took those three. This is, this cabin went back and all three of them went. And then they took the best script and they took all the jokes and weaved in all the best jokes and they wrote a new script and came back and showed it. Just again, it was even more funny. And then it went back and forth and back and forth for two days to write the script. Then after we had the script approved, then they went and then they said, okay, for the script to happen, we have to have props. They hired someone to build stages and they needed videos. They hired video people and they needed this. They hired all these people and make this amazing thing. And last weekend went and filmed it. And then hopefully we're about a little ways away from launching it. But again, with them, it wasn't just them. They had built a Voltron team of people who could go and execute to make it rain. So you have to start understanding that again. Come back to where we started. Hierarchy of business. There's the entrepreneur, the entrepreneurs there. They are obsessed with getting the message out about their thing. Not about the thing, but about getting the thing into other people's hands. That's why I love entrepreneurs, because they're tied in this whole marketing thing. Good entrepreneurs are obsessed with the marketing and selling of the thing. They are like the ultimate rainmaker. Number two is the technicians who do the thing which are essential to the business. But again, you've got a cap and you're a commodity. So understand that there's a cap and you're a commodity. But you're in there and you're going to have a good, typical, typically secure financial thing, like all those kinds of things. Like you get security, you get things like that, but you're not going to have like unlimited income. And then you got the rainmakers, okay? So for you guys, it's understanding what a rainmaker does and what it is and how the process works and figuring out how to take your skill, your superpower and un commoditize yourself, make you unique, make yourself rare. Make it. Some people pay you half a million dollars if you make them a three minute video. Is that crazy? So it pays me a quarter million bucks right now to make them a funnel, okay? For me, not that it takes me that long. I just know what order the pages need to go and what messages in each page. I know how to make it rain. I've been obsessed with this thing for over a decade. So for you guys, it's like it's time to become obsessed. Become obsessed in your own company. And if you're the entrepreneur in your company listening to this, okay, become obsessed. You've got to be the lead rainmaker, okay? Find the technicians, plug in the right people and like I always say, find A players, not B A players. 3200 times more effective than the B players. Find a player technicians, pay them well because you don't want to go find other technicians. Like plug in the best technicians you can find, okay? And then go find rainmakers. And if you try to like cap rainmakers, they will leave. You understand that? So you as an entrepreneur, like find rainmakers and give them the ability to have unlimited seal in their income because they do that again. Our rainmaker is just an entrepreneur who for whatever reason, life circumstances, isn't able to go out on their own and do it, which is totally cool. There's nothing wrong with that. Like, wasn't for all the entrepreneurs in my business, like our company is like 99% intrapreneurs. It wasn't for my entrepreneurs, we would not be who we are today, okay? And I try to like create our businesses in ways that people can grow and have, you know, have the unique unlimited earning potential. And so that's the key. And then for you guys listening, that's you. And maybe you're stuck in a technician role or you want more or you're in this thing where you want to be an entrepreneur but you can't or whatever. This is where to focus on learning how to make a rain and then building a team around you, finding people, finding other pieces and networking, not so much finding jobs, networking to find people to help you to be able to make it rain. As soon as you have a team, as soon as you personally or your team can do that, you can go to any business on planet earth and write your own paycheck. And then it comes down to picking the right businesses. And that's a whole other lecture for a whole other day. Because I've seen some funnel consultants who go in and they get paid $10,000 to build a funnel. Other guys get paid 100 grand. The only difference is who they they're pitching to, if somebody is. And it's interesting and I'm not privy to share the details, but the Harmon Brother campaigns, if you look at them, one of them was a purple mattress, which is a thousand dollar mattress because every sale makes them $1,000. That's been one of the most successful campaigns. Chatbooks is an amazing, probably the most viral video they have. But each sale doesn't bring in the value of each customer as of a lot less. And so it's harder to pay to bring, it's harder to continue to make that one rain. And the same thing with all you guys, if the customer or the client that you're working for, if their average customer value is 30 bucks, like working for a restaurant, you're making 30 bucks, it's not good. But if you're working for a company where each customer is worth $25,000, it's a lot easier to justify what you want to charge people, Stuff like that. Alright, well, it's late, it's almost one, I gotta be up in like six hours to go to the water park. I'm in today's podcast. I hope that helps you kind of look at how business works and understanding that for you to be successful and make money, you have to understand how to make money. You got to learn how to make money. Don't just learn at your skill because if you do that, you'll become a technician, which is fine if that's where you're happy with. But if you really want financial freedom and wealth and no limits and no ceilings, you want to be able to grow. It comes down to studying money and understanding how it works, understanding the marketing and the sales, getting people in the door and getting their money from them is the most valuable part of any business. I don't care what the hoity toity doctors tell you, I don't care what, you know, all the people in school and colleges like. It's the most dignified, most important role in business if it wasn't for it. Like business would stop, economy would stop. And so it's figuring out how to plug in your skill set into that piece of business because that's where the money's made. When you're part of the people making the money, it gives you the ability to have a percentage of that. And yeah, so hope that helps. So for my friend who's listening and for everyone else listening once again, immersion. Get the blueprint. Figure out where your unique abilities and your unique talents can plug into that blueprint to make it rain for a company. When you do that, you got what you need and a whole bunch more. So hope it helps you guys. Hope it helps. Buddy, I won't say your name because you know, but appreciate you and hopefully hang out with you someday again. And everybody else have a good night. Talk to you soon. Bye. Everybody 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 at Expert Secret secrets. Com and book number two is called Dot Com Secrets and you can get your free copy@.com secrets.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.