A (0:00)

Do you have a funnel?

B (0:00)

But it's not converting. The problem 99.9% of the time is that your funnel is good, but you suck at selling. If you want to learn how to sell so your funnels will actually convert, then get a ticket to my next selling online event by going to sellingonline.com podcast. That's sellingonline.com podcast. What's up, everybody? Welcome back to the Marketing Secrets Russell Brunson Show. Whatever you want to call it, I think we're. I shouldn't tell you this. I think I have. You know, Russell wants to rename his podcast every three months. So, you know, it started as marking your car for like, eight years. I went to Marketing Seekers for like five or six, and I was like, I want to talk about more stuff. I call it the Russell Brunson show, but I'm not loving that either. So I have some ideas coming soon. Rebrand one last time. But until then, we're gonna hang out.

A (0:48)

Let's just call it.

B (0:48)

Let's just call it the podcast. We're hanging out on the podcast, and I'm excited to be with you guys today. So today's episode, I'm actually in my inner circle meetings. I've been doing inner circle meetings for the last 2, 4, 6. This is day 6, 6 of 6. Basically, all my inner circle members come out here and we have a chance to mastermind together. And it's really special. I've been having so much fun, and I thought, you know what? Since you guys aren't here inner circle with me, what if I could bring some inner circle back to you? So one of my inner circle members, his name's Adam Ivy. He's awesome. He's a guy who built a huge YouTube channel, and he teaches people YouTube now. And anyway, he spoke at our Mastermind in Paradise a few months back and gave just an amazing presentation on YouTube. And there's a lot more in there that I think you will love as well. So I thought I would share with you guys that presentation on today's podcast. So if you ever thought about starting a YouTube channel, you want to wonder if you ever wonder, how do I grow it, how do I do it, what do I talk about, all that kind of stuff. Adam is one of my favorite people, and I think you're gonna love learning from him. So, yeah, you guys are getting an inner circle experience today as you are preparing someday to join my inner circle, so. And when you are ready, by the way, after you've crossed a million dollars in sales you have the ability to apply to me in my inner circle. If you go to innercircleforlife.com that's where the applications are at. So inner circle and then for life.com. so other than that, I hope you guys enjoy this and learn some really cool stuff from Adam Ivey about how to use YouTube.

A (2:14)

This is the Russell Brunson show. So my original plan today was to dump a ton of value in a very short amount of time. And that's still the plan. So let's go for it. If you guys are cool with that. You cool with that? Let's go. 4 million views with 1 video or 93,000 views with 5? Which one do you think made me more money? 4 million views made me 0. Took more money to create that thing. If you look at the videos on the right, it's a cluster. It's a launch, you guys. A lot of you are familiar with that. But before I fell into this world, I was attention at them. I wanted to be the laughing, dancing clown in the music industry. When I had a little bit of extra time in my between really, really bad jobs. I was inspired by Weird Al and so many other parody artists around the world. And I created this. A Wiz Khalifa. Black and yellow. You guys remember black and yellow, right? I was all over the radio. I made red and yellow talking about McDonald's. It was my seventh video ever on YouTube and it went viral. So I went from 16 views, 30 views, 7 views, maybe another 20 views, and then, boom, I do something that's not what I want to do. Just did it for a hobby, and it blew up. Talk about a mental whirlwind. So there's a giant difference between views and impact. It's a giant difference between attention and intention. So what I'm going to talk to you guys about today, I'm going to show you the difference. Oh, yeah. Disclaimer results may vary, especially if you never post, but hey, that's on you, not YouTube. You're not building an audience. You're building a waiting list of people ready to buy from you. Everybody's like, I need more followers. Who are they following? Are you a leader? Are you just a guy shaking your butt in a pair of boy shorts for some views on TikTok? Hey, I can't twerk, by the way, everything we create as a content creator, TikTok, Instagram, I'm talking YouTube today is pre selling your audience. If you're not building trust, if you're not bringing them into your world, if they don't know who you are, why they should care. What are you doing? Sell the camera, get rid of it. Everything is pre selling because right now somebody is building your dream business. Not because they're better than you, not because they are more attractive than you, not because they have 10,000 doll camera gear or a good microphone or anything like that. It's because they understood something that you're about to learn today. I'm Adam Iby and I went from sleeping in my 1989 Honda Accord to generating just under $4 million using YouTube. The difference wasn't going viral. Difference was going valuable. Repeat, valuable. Valuable. Thank you. This was me, 17 years old, sleeping in that 1989 Honda Accord. True story. I was bouncing from couch to couch to couch to couch to all of a sudden I'm 17. My buddy's parents are like, hey, enough is enough. Can't tell Adam, go sleep somewhere else. So I found myself in the back of a Walmart parking lot, middle of winter in Wisconsin. Just got done with Taco Bell because it was like you could fill up for like two bucks back then. And I'm sitting in the back of the parking lot, exhausted my resources for couches. I wasn't talking to my mom, wasn't talking to my dad. My dad had sold the house. He moved in with his girlfriend after my parents got divorced. He took my little brother, but he didn't have room for me. So I'm sitting in the back of a Honda Accord. I could see my breath because I couldn't keep the car running. I didn't have money for gas. And I thought, where am I going to go? I'm going to figure it out. I'm resourceful. Until I realized I dozed off. I woke up, my lungs hurt, my toes were frozen. And I started the next day with the same objective. Find somewhere to sleep. That night I had a real crappy job. I was working Best buy like probably 7 hours a week until I got a job at 18 working in a wood window factory. I thought my life had changed forever. I was working 60 to 80 hours a week, manual labor, building windows and doors for multimillion dollar houses. Did that for close to four years. Coming home every day dripping wet and sweat covered in sawdust. No heat in the winter, no air conditioning in the summer. Putting in the work. I was living the life, making 46,000 a year. 80 hour weeks, I thought. And then I got scared. I said, this is not my life. I'm in my early 20s and these old timers are telling me, man, you're set up. You got it figured out. So I packed up everything I had in my 1994 Nissan Altima. Sounds like living big. I went from the Accord to an Altima, and I moved to Florida to pursue a music career. I discovered music producing from a friend I bumped into. I fell in love with it, and I said, this is my time. Let's do it. So $3400 air mattress, bunch of clothes, and just figured it out by 20. By 2011, at 26, I went viral with the video that I showed you. But I was still broke, working as a shipping manager for a wire, rope and rigging company, trying to make ends meet while doing music which was starting to take off. But that video right there changed my life, but not in a good way. See, I got all this attention. People were like, you're amazing. Do more of this. So I did. I chased the attention. These were my attention years. That's all I was doing. I'm glad onlyfans didn't exist back then, because, you know, hey. But I was one step below that. I was doing parodies and bubble bass. We're eating Big Macs for views. That video got 250,000 views. I'm still proud of it, but didn't make any money because parody videos are copyrighted material. So all the ads on those, all the view money goes to the record label that owns the original copyright of the song. Right now, there's systems in place that you can finagle it, but back then, there wasn't. So that was the chasing attention years. In 2016, as a music producer, I went legally deaf in my left ear. To this day, very muffled. I have tinnitus. Not fun. So it's like, I'm an athlete. I'm a quarterback. And then somebody lopped off my arm. What the heck am I going to do now? So I started making videos to help the music producers and artists and the musician community that I had desperately wanted to be a part of. I did it really selfishly, too. I'm like, hey, if I can't eat, I'll give them the tools that I've been using and let them fight for scraps. It was going pretty well. I was growing a channel. In 2019, I created a video in 25 minutes that made me over a million dollars net to this day called thousand fans in 90 days. It's so funny. The last few days, we've been talking about Kevin Kelly's dissertation on a thousand true fans. But how long does that take, right? 90 days made it Evergreen gave it urgency and the video just took off. No ads. I didn't. This was just another video in the mix of what I was doing. YouTube unlocked my life, but it took a while. Those attention years from 2010 to 2017, man, I threw everything up against the wall. I was doing parodies, I was doing vlogs, I was doing product reviews, tutorials. Hey, look at me. Hey, look at me. Hey, look at me. Hey, look at me. Hey, look at me. Hey, look at me. Hey, look at me. Trying to serve my life. Then I realized, what if I switch my intention to serving their lives, providing value for them, living selflessly rather than selfishly. And you guys see it, it wasn't overnight. This is maturity coming from like a 20 year old all the way to, I don't know, 30 something. Everything changed when I stopped asking how do I get attention and started asking how to, how can I serve? What happened from that? Is 12 consistent six figure launches completely organically with clusters of videos like you saw on the first slide. Does that make sense? Raise your hand. Okay, things started working out. I also have to attribute the success to meeting my beautiful wife. Had the Lamborghini for a while. Then when our daughter was born, it switched to the Lamborghini. Losing my hearing was more one of the most valuable lessons in my life because it learned or taught me how to, how to listen. I've been watching other people, chasing other people, trying to be like other people. And when you're left with an affliction that stops you in your path, stops you in your tracks, you have to figure out what's next, right? I love YouTube. You guys know I'm long form guy because it's a time machine. These are two videos in very different fields. So after the red and yellow video took off, a few companies reached out. So it did have an impact on my life in a positive way. I became the media director and the brand strategist for a few different companies. And I created that video from scratch. All me, the best laser engraving machine, just set it up for SEO, did 1.6 million views to this day, grew that company from 5 million annually to 20 million annually in 24 months. And the reason I say that I can take credit for it is every single salesperson bought me lunches like every day. Like homie, they just call and they're ready to buy this video. What are you doing? And that video almost never happened because the boss, the owner said, oh, we don't market like that. We don't do things that way. I'm like, hey, just give it like a week. If you don't like it, I'll take it down. Okay. Took off. That video is nine years old right now and still driving business for that company. Let's talk about me. The thousand fans in 90 days. Over a million in sales. That's a million net at this point. Over 10,000 high ticket applications from that video gained my gained 30,000 subscribers to my channel at the time. And it still generates. It was at 7,700 views. I checked a night or two ago. And here's the proof, by the way, if you look at the far right and it says it made me $9200 first three years I never had ads on it because back then it didn't matter as much as it does now. I figured if somebody can just get into my content, don't need to run an ad because that'll be a buffer, right? Same strategy, different industries, different decades. The impact is there. So what I'm gonna do today for you guys is I'm gonna go through three different steps because I have to. I want to teach you the sexy stuff, the tactical stuff, but we can't jump into that unless we start with the foundation. Is that cool? Okay. This is what I call my 5C framework. You need to have this ironed out on out for your YouTube strategy before you ever hit record. First, clarity. Why are you jumping on YouTube? Who are you serving? Who are you serving? Right. If you're not clear on what you're doing, don't expect anyone else to be. Clarity eliminates confusion. Either you know where you're going or you're lost. And it's okay to be lost if you have like 8 to 10 years to experiment like I did. Content. The content's not about throwing stuff up against the wall. It's not about chasing the people that you watch and are inspired by. It's about creating content that's not only going to build your authority, but build trust and bring you into people's lives. Because again, if your content's not pre selling, what is it doing? Nothing. Wasting time. Which is cool too. Client, you don't need a million followers. How many people in here are semi sick of people telling you that you have to go viral to be successful? How many in this room are kind of sick of being told that they have to be entertainers and bubbly and charismatic in order to get attention? Me too. But shout out to those people. We have to look at the client and how we're going to impact their lives from A selfless perspective. Not how am I going to get a sale? Because if you're doing your job, the sales are going to come because we have conversions set in place. What are the avenues that you are going to utilize to make money from the content that you put out, from serving the community that you care about. Then the fifth and final C only comes after you are practicing the first four, and that is confidence. You don't build confidence thinking about it. You don't get good at golfing watching golfing videos on YouTube. You gotta swing the club. You have to do it over and over and over again. So many people in this room have a webinar vsl. You have a challenge that you sit and you manicure and you iron out so many times. So you could do a webinar for 150 people and hopefully close 20% of the room. But you'll throw a YouTube video up to 220 million possible viewers. He is winging. See what happens. You got to put in the reps. You got to put in the reps because confidence becomes your default when you're living in who you're going to be, not the apprehensive person that you might be today. All right, foundation. We good. Making sense strategy is where it starts getting fun. So I'm going to go over my sound framework. Every single video that you're putting together should tick all these boxes. It's only five. First, the strategy. What role does this play in your bigger plan? Not every video is going to be a banger. I'm going to have home run videos like I showed you earlier, and I'm going to have a whole lot of base hits. I might have some strikeouts, and if I'm lucky, I'll get a double and a triple on occasion. But not everyone's going to go viral. But how does it serve the bigger picture? There's only three type of audiences on YouTube. There's core, casual and new. Your core audience. Russell could put out a video, doing whatever, and we'd be like, oh, this is awesome. Thank you, Russell. But it might not be mass appeal. Casual viewer knows your face, doesn't subscribe, doesn't really interact, but we're becoming familiar to them. And then there's obviously new to some people in this room. Never seen me. We've never said hi. Majority of you guys are either casual or core friends of mine at this point. Outcome. What should the viewers believe, feel or do? Needs to be a story. I'm not talking about telling something that happened 15 years ago. Talking About a story arc. What's the problem? How'd you find a solution? How are you going to resolve that problem for them or be the guide to take them to the where they need to be? We have you. It says obviously, urgency. What should they care about right now? Because if the video doesn't serve them in a way that's going to be impactful right now, then why are they watching it? There's a lot of different options on YouTube. I don't know if you guys know that every video that you watch, YouTube's trying to entice you to watch 12 other videos at the same time. Hey, click me. Click me. Look at these videos. These are awesome narrative. What story makes us unforgettable? This is where a little bit of practice takes. Takes you to where you want to be. Because we all suck at storytelling day one, mostly. Right? I'm sure there's some outliers in the room, but if I go up to a bunch of people and say, hey, did you see the game last night? That was cool. It's a whole lot different than if I go up and be like, hey, did you see when the quarterback in the third quarter went back and then he got and his shoulder dislocated? Now I'm opening the conversation. I'm not talking at them, I'm talking with them. Does that make it sense? And the direction is the. Where do they go next? Because we have all this attention, and if we don't direct the attention, it's a wasted opportunity. Now we get into the fun and sexy stuff, the execution. I have what's called the binge method, which is working very well. I'll show you that here in a minute. This is a way to structure each video, whether it's the script, whether it's a detailed outline. If you just want to kind of go off the cuff, but stay within the lines. This is going to change everything for you guys. If you take action right. I can't lift the weights for you. I can just tell you what's going to make you buff as hell. Somebody wants to be buff as hell. Bombshell hook. I call this the banger hook. Actually. This is something that gets their attention. We've all heard everybody and their grandma say you need to get them with the hook. Hook story offer, which I love. It's really the only way. But you need to open up the video with a hook that's going to keep them and then immediately go into the introduction of the segments. Got a prime viewers for what's coming next. This is all going to make sense. I hope you guys are following me. Each segment that we're bringing up is going to have its own hook, its own value, and then its own nudge into the next thing within the one YouTube video. So if I'm doing a video on Instagram growth, I'm talking about carousels. That segment might start now. Not everybody watches Instagram reels. They might not be in your stories, but they have the time and attention to watch multiple slides in a carousel. Value, value, value, value, valuable. This all the time. But. But carousels themselves are not going to take you to where you want to be on Instagram. We have to make sure we don't miss this next step, which I'm about to get into. So you see how I took their attention. I'm like, hey, there's more. So we nudge them into the next segment, then we generate engagement. This is throughout your video. Obviously got a drive interaction. This could be a pop up, the little like comment, subscribe thing that you see on a million videos, including mine. It could be like, hey, if this is making sense, let me know in the comments below which of these you're going to do tomorrow. Like whatever that might be. Then we get into E, which is end in momentum. Something that I don't hear enough people talk about is the importance of session time on YouTube. You can watch one video and click on somebody else's video and YouTube's like, oh, that wasn't that good. If they watch one of your videos, then another one of your videos, then another one of your videos, then three hours later they've watched all your videos. You have the highest value score that YouTube can give you and they're going to show it to everybody because you know how YouTube makes money. It's kind of crazy. They show ads. So the longer you could keep people on your videos, YouTube gets to show them ads. You become like an affiliate for them or a JV partner in a way because you get like a very small percentage of those hats, very small. So we want to be able to take that momentum and nudge them to another video. One of the easiest ways of doing this, if you don't know what the next video is going to be, is like, hey, if you like this video, you're going to love this video. Next, if you haven't yet, comment in the comments below. Hit that subscribe button to join the channel family here. And I appreciate you watching. If you don't have a call to action, they're not going to do it because they're in their own world. They're watching. They might be taking notes. The pasta's over, you know, overflowing on the stove. Their kids are running around. Got to direct them. Who wants me to break down the binge framework in, like, a very real. All right, so it's a little bit. The print's a little bit small. I could not memorize this, but you'll. It's. So let's say that the video is called why you're not getting clients. The opening hook can be something like you're sending 50 dms a day, posting content daily, offering free consults, and still not getting results. What if I told you that the problem isn't working hard enough? It's working on the wrong thing entirely? Introduce the segments. In the next 12 minutes, I'm revealing the three invisible mistakes keeping coaches from landing clients. Stay till the end because you'll know exactly which one is hurting your business and how to fix it. That's pulling people in right now. All of a sudden, I know that if the video is for me or not, then we get into the nudge. This is obviously aspects of the video, but fixing your message is just one step. Even the best messaging falls flat if you're making the second mistake most coaches don't realize they're making. Cue second segment. Is this making sense? Raise your hand. Okay, this is just something like I mentioned a second ago. If you've fallen into this trap, drop a yes in the comments. I guarantee 90% of you watching have done this before without realizing it. You are part of their family. You are bringing them into a conversation. You're not talking at them. You're talking with them. End of momentum. Now that you know the three mistakes. Sorry. Now that you know three mistakes, but knowing isn't enough. Watch this video next where I show you exactly which one kills your client flow and how to be in the top 3% of your industry in under an hour a day. You see all that keeps the interest. You're like, oh, this is the next chapter of the book I want to keep reading. That makes sense. Is this helpful? One thing I want you guys to remember when it comes to YouTube, because I've spoken to so many people over the years. YouTube is intimidating, but YouTube's the only one that people are watching on their TV at the end of the night. Not watching Tik Toks. YouTube's the only one that's getting your results after nine years. Not get that from Tik Toks. Your repetition becomes your reputation. If you are the Guy uploading one video every six weeks, that's the guy you become. You're the kind of sort of not even one full foot all the way in guy. This is a prime example of what I just showed you with the binge method. I started a brand new YouTube channel just over two months ago to show that I. It's. It's science, it's repeatable. That one video out of eight videos, because I've been traveling making excuses now has 4, 000 views on a channel that has 300 subscribers now. But that one videos generated 147 of them. Eight videos, no ads. Telling my mom and a couple friends. I'm not telling my big audience that I've already grown in a different industry because I don't want to screw up the algorithm. But you see how that retention graph flattens out for almost the entire video. And within 20 seconds of the video editing ending, I still have close to 40% retention. That's because I kept people hooked with, with this binge method that I'm telling you guys about. Imagine eight one minute videos on TikTok that you're going to create anyway. Now imagine if you just puzzle piece them together into one cohesive thing, not this one hook. And then you kind of like maintain the 20% that's still with you after 30 seconds till the very end you're like, please don't go. Please just stay. Keep them interested. Because you know what's the greatest thing about keeping them interested? It means you value their time. Not a lot of people do that these days. The coolest thing about this is it's grown my email list by 312contacts, which in a room like this isn't much. But for a brand new channel, it is. I'm proud of this growth and this channel is going to be big. And the cool thing is this channel can feed the entire growth ecosystem. You guys want to see how one video can turn into 40 pieces of content? Just like that one 12 minute video can turn into more than 40 pieces of content. Is every 12 minute video going to give you 40 minutes of content or 40 pieces of content new? It all depends on how you chop it up. It all depends on if your segments are tight. Because if one video like the one I just showed you, that one had 18 segments, each individual segment had a hook. So I'll have at least 16 vertical videos I could pop out of it, turn it into blogs, turn it into a podcast, turn it into tweets and quote posts and all these different things because you're writing a book, not just the paragraph. You have way more to feed the rest of the system. One thing I want to talk about very quickly is the attention Infinity loop. We have focused attention, we have distracted attention. In the middle is trust and authority. Most people spend 75% of their time perfecting their content in isolation. Then 25% just kind of half button it's, you need to be creator B because this is how the growth starts looking when you're creator B. First few months, you feel invisible, awkward. It's not for you, it's not working. Month four through eight, you're building momentum. Month nine through 18, you're becoming known. You're becoming a household name. By 18 months in, you're the obvious choice. Here's the problem. Take a picture of this because I don't want it to be you. Most people quit after after month two. There's perfect and there's progress. Perfect is fear. Progress is ambition. Done is better than perfect and consistent is better than both. One thing I want all of you guys to remember as you walk out of here today is that your scars are your credentials. You didn't have to crawl through the mud. You didn't have to make all the sacrifices you made to be in this room. You did all of that to serve them. Winston Churchill says we make a living by what we get, but we make a life by what we give. Winston Churchill. AI says the only thing worse than procrastination is watching someone else get your YouTube views, bro. At 17, I was sleeping in my Honda Accord. By my mid-30s, I generated over $3 million through YouTube. Your lowest moments don't define your ceiling. Right now, there's somebody out there desperate for what you have to offer. They're desperate for what's in here. They're desperate for what's in here. They don't have the brain that we have in this room. They don't have the scars. Who's brave enough in this room to do their first binge worthy video in the next seven days? Raise your hand once you guys to look to the left and right of you. Those are your accountability partners. It could be a spouse. It could be somebody that you met this week. Russell brings us together here to elevate the entire herd. It's not just you. It's not just you. It's us. So stop waiting for permission. Stop waiting for perfection. Stop waiting for Monday. Your time to serve is now. Thank you.