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The Russell Brunson Show
Inside My Car: What I’m Rethinking About Productivity, Offers, and Purpose | #Success - Ep. 52
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This is the Russell Brunson Show. What's up my people? This is Russell. Welcome back to the podcast. I feel like this is a blast from the past. Right now I'm in my car driving. I've got a 24 minute drive to go pick up my buddy Jesse for our annual fourth of July extravaganza. And since I got this time alone with me and you in the car, I thought I would do a podcast for old times sake. Those of you guys who have been long time listeners, when I first started my podcast back in the day, it was called marketing in your car. And literally I would do this while I was driving every day. So it's had some different facelifts over the years. Went from that to the Marketing Secrets podcast, the Russell Brunson show. And I think I'm going to change it one more time. I don't know, we'll see. But anyway, excited to be, Excited to be hanging out with you guys. For a lot of reasons, a lot of really cool things are happening. As you probably know, Funnel Hiking Live 10. The last one was a few months back, which was very emotional, amazing, sad, excited, like just all the, all the things, right? Then post fhl, then it was getting back to business, figuring things out and you know, we're definitely in one of the more challenging phases of our business. Not challenging bad though. I would say, you know, prior there were a couple years that were challenging bad. Now it's like challenging, like just different. Like for me, it's been mentally stimulating and fun and exciting and we have a lot of new offers rolling out. You know, it's funny, the mantra that I developed seven or eight years ago of like, you're one funnel away, right? Like, it's funny because people think that was a tagline, that was whatever, but it's like, no, it's literally like my mantra for me that I share with everybody else, right? Because what's the next funnel? What's the next funnel? I look at my career and there's been, I don't know, half a dozen funnels that have, that have, have, have brought in, you know, 90% of my revenue, right? But I did 100 funnels to find those half dozen funnels, right? And we're kind of in the same spot where on the click funnel side we've been testing a lot of funnels. We have two, two right now that are looking very, very promising where they could get us back to the spot where we're getting more trials now than we ever were at the peak of click funnels, which is exciting, right? And then selling online, the prime mover coaching side of our business, selling online funnels been running and it crushes. Now we're adding a pre funnel to that, which you will be able to see if you go to offersecrets.com without strolling out. In fact, I was at the office day I finished recording the full course for that and it's like a pre funnel for selling online. It is looking so good. So those two, now we got two basically between those two should give us the all the firepower. Now we can scale the coaching side beyond where it's ever been before, which is exciting. We have a new brand new company launching called offerlab. We're about 60 days away from doing that launch and I'm working right now on the funnel and everything. But it's just like, it's this game of just like, okay, I'm gonna try this type of funnel. This one and this one too. Like figuring out what's the one that's gonna hit that just explodes the business, you know. I did a presentation at Funnel Hacking Live that's called One Funnel to rule them all. Kind of like Lord of the Rings. There's like the one ring to rule them all. I talked about each business. For us, it's like testing a dozen different things till we find the one that's like, ah, this is the one that we could profitably scale on media. And you never know which one it's gonna be anyway. It's the reason why it's so important to get good at like testing things often and consistent. That's why clickfunnels is so powerful because you can test, you know, five, six different funnels every single month until you find the one that's gonna profitably scale on ads. And so that's been, you know, it's been fun just kind of going back through and if I got it, we had our call with the entire click funnel side of the company on the day before fourth of July. So yesterday for me, depending on when you're listening to this, but I told them that same day, I'm like, I'm like, we've been preaching everyone, you're one funnel away, one funnel away. And like Just, you guys know the method to Russell's madness. Like, that's where I'm at. Like, like we're rolling out a lot of things. Some are working, some are not working, things like that. But we're just doing this process to find out what's the next one that's going to hit. What's the next funnel? You know, I remember when we launched click funnels, it was four or five funnels, Nothing hit. And then we, boom, hit the webinar funnel. And that blew us up. Like, that put us on the map. That's how we became clickfunnels, right? We got the spot where we were at close to 50,000 members and we just stagnated. I could not grow, couldn't get it bigger, was just stuck. That's what came out with the One Funnel Away challenge. We launched that and boom, that got us to over a hundred thousand members, right? And it's weird though, because it's like in your head, you're like, why do you just keep doing that, Russell? Like, we do, we run the One Funnel Away challenge. It's amazing. The training is better now than it ever was at the peak. But it's just interesting because that message was seen for so long with so many people, it just didn't converted well anymore. And so the conversions drop, costs go up, offer stops working, and it's like, hey, we gotta find the next offer. What's the next thing? You know, and so it's the game that we play and it's so much fun, at least for me. Hopefully you guys, like, you gotta make this part of the game. Otherwise, you know, it can be really stressful. It's stressful either way. Business is always a little stressful because, you know, you're dealing with so many things. But anyway, it's just been really fun. So challenging. When I say this, this year has been challenging. It's been challenging because it's just like we're in the discovery phase. But for me, I'm loving it because it's like I get a. I don't know, I'm exercising all my talents which are creating funnels. My favorite part of the business, right? I'm doing all that stuff and it's been. It's been awesome. But I want to talk about today about one of the other ones. So a lot of you guys know, like, I think two years ago we launched my company, Secrets of Success, which is our personal development company. And. And it launched really fast and it's been doing great, right? But there's a Couple things it needs to really be able to grow and scale. It needs a backend so that we can, you know, have money to generate and acquire leads we don't have right now. You know, and so it's been stagnant. It hasn't grown as fast as I wanted to, just because all we really have right now is the $97 a month program. But also, like, I wanted like a downslike, I needed a, a cheaper front end. So anyway, I'm gonna share this, you guys. This is like the coolest thing in the world. So at my last Atlas meeting, so if you know my coaching programs, we've got the Prime Mover coaching program, then Inner Circle, and then Atlas. Atlas is our top tier right now. And there's this business that's. They're located in India and they're in the, the Inner Circle. Awesome, awesome people. And they were sharing one of their businesses or one of their front ends. They have this, like this meditation club and they get, I don't know, a couple thousand people every single morning to log on. It's really inexpensive, like, I don't know, 20, 30 bucks a month. And they all get on, they do a morning meditation together. And it keeps growing and growing. It's like the foundation of their entire business. I was like, oh, that's such a cool thing. Like, I want a low ticket thing like that. But where we get people like, doing the thing, like, what's the, what's the habit? If we can get everyone doing, they'll be more successful than everything else we're doing, right? And so when, when I heard him speaking, I was like, I had, like, I had this like, light bulb go off my head, you know, and this was the light bulb. The light bulb was. I was like looking at my morning routine, right? Like, I think one of the most powerful things about what I do is I read every morning. A lot of people do meditation. Other things. Like, for me, I've never been a meditator, but I love reading and thinking and like, it shifts my, the direction of my day every day, right? If I, if I do that. So I'm a big believer in that. And during all my collecting of these old books, I found this one from Napoleon Hill and W. Cleven Stone. It was just a binder. It's the only one I've ever seen. It may be the only one still on this planet for all I know. And on the binder it said 1357 Club for personal achievement or something like that. And when I flipped through it, I Was like, this is like a. This is like a daily journal. And I started doing some more research, and it turned out, thanks to chat, GPT tells you the secrets of everything, right? I was like, what is this 1357 club that Napoleon Hill and W. Clement Stone launched that. I don't know how it finds it, but it brings it all back. And it was this club they launched for their internal sales team and their, you know, their people to make them more successful. And the premise was, every morning you got to read a personal development book for 13 minutes and 57 seconds. And then afterwards, you have this journal, the binder that I had, and you. In the binder, you kind of write out the. There's four things. It's called the R2A2 system. So there's four things, two Rs, two A's. It's like, we basically write out, like, what's the thing that you got from this lesson today? How are you gonna relate it to your life? How are you gonna simulate it? And then how are you gonna take action? So anyway, it's four things. You. The four prompts you do every time you finish reading. And so, and I, for a long time, I was like, I wanna do this. I wanna do this. But I didn't wanna write in that journal. I printed. I made a PDF version, but I never did it. And so eventually we actually, after this whole idea, we went and printed physical journals for this, which is really cool. It's got Napoleon Hill's head on it. Anyway, so I. So that was kind of the thoughts, like, what if I get everybody reading together and we republish this journal? Now everyone can do it together. So that was the game plan initially, was gonna, like, just republish the journal. Like, here's a free journal you guys should go read for 13 minutes, 57 seconds. And I was like, after I heard these guys in my ATLAS group, what they were doing, I was like, oh, wouldn't that be the coolest thing? Like, what if everybody in my community, every morning, we jumped on a phone call together or zoom call, and we all did this together. And then we had a mastermind afterwards about it. And, like, the wheels of my head start spinning and I kind of pitch my team on. I'm like, this might be kind of a nightmare because we have to do this every day for the rest of our lives, but whoever would want to do that? And I got the best team ever. They're all excited. And so we decided to do it. And so this week, the beginning, this week, Monday, this week we launched, we launched a club a week earlier just to get people signed up. If you want to go see it, it's 1357 Club, but we got people signed up, they get a free journal and a two week trial just for showing up. And then what we do is every day we do a call. And so 9am Mountain time right now is when we're doing it and everyone jumps on. And my goal is to keep it under 30 minutes. So I've been facilitating this whole week. Next week I'm out of town, so someone from my team will. But I'll be jumping around, I'll be doing half of them, other people will be doing half of them. And then basically the way it works, this is the 30 minutes I jump on. In the first two minutes, I set a frame. And the frame I try to set is the same frame that Napoleon Hill set inside of the actual journal. The binder that I got. He basically said when you're reading this, he's like, don't read it like a normal book. He's like, read it as if you are. As if you wrote the author a letter, asked him a question, and this was his response back to you. And. And so I always set the frame. I'm like, I'm like, remember when you're reading, you guys, it's not just reading a book. This is pretending like the author is writing you a personal letter. And so read it through that lens of like there's something he's trying to tell you today. You've got to go and implement into your, you know, into your life. And so that's kind of the prompts. Let me go. And then we have this. So cool. We have video that pops up. 13 minutes, 57 seconds, plays this music. I don't know what the song is, but it's insane. And it plays. And then, and then I mute my mic. Ever mute the mics. And everyone goes. And for 13 minutes, 57 seconds, we all read the book, right? Whatever. And it's whatever book they want. Everyone's got different books out there. It's. Which is really cool. So there's nothing like we're all reading the same book. It's like, yeah, whatever book you want to read, go do it. So everyone's reading the book for 13 minutes, 57 seconds. When it gets done, we come back, it's okay. Now you're going to fill out the R2A2. You got five minutes. Everyone to journal those four things. So then everyone opens up their things. Boom. They go in There. Then we spend a five minute countdown clock and everyone journals for five minutes. Boom, boom, boom, boom. Then we come back and say, okay, now we've got seven minutes. And the first time we did, we did five minutes. And everyone's like, it's not enough time. So we bumped it to seven. And everyone's happy now. So they have seven minutes. We click a button and zoom and it puts everyone in breakout rooms. So usually three to five people in each breakout room. And then everyone has a minute or so to say, here's the. The book I'm reading is this. And here's the one thing I got from this book. The book I'm reading is this. Here's the one thing I got. So everyone has a chance to kind of share that with everybody. And in seven minutes you get to hear from four of the people, the big insider, the big aha that they got. And so not only are you getting your own big aha, you're getting four, you know, up to four others every morning. And then we're done. And so we come back, I tell them, you know, let's go take over the world and we end. So it's done in 30 minutes sharp. And everyone goes out there and they lead the day. And so day number one, we had 100 people. Day number two, we had like 110 people. Day number three, you know, in this whole week, it's been around 100 people. Today was 4th of July and we had 88 people on the 4th of July because everyone's like, this habit is so cool. I want to make this every single day. If you've been following me for any amount of time, you know, I always talk about, as you're growing and scaling your company, the most important thing is finding the who, not the how. Who is the person that can help you drive more traffic. Who is the person that could be your CEO. Who is the person that can build your funnels? Understanding the who will dramatically speed up the growing and the scaling of your company. Now, the best place to find the who's who can help you with your vision is indeed. When it comes to hiring, the right who's indeed is all you need. Indeed gives you the ability to stop struggling to get your job post seen on other sites. Because Indeed's got a sponsored job listing where you can stand out in front of your dream hires. With these sponsored jobs, your post jumps to the top of the page for your relevant candidates. That means your funnel builder is going to see it. They're. That means the person driving traffic to your funnels is going to see. It means your new CEO or CMO or whatever you're looking for is going to see the exact ad for your business as soon as they open up. Indeed. And that makes a huge difference. In fact, according to Indeed data, Sponsored jobs posted directly on indeed have 45% more applications than non sponsored jobs. One of the things I love about Indeed is it makes hiring so fast. You can post the job and within minutes you're getting applications who are coming in looking to become the who inside of your business. Prior to that, I was often posting my help wanted ads on Facebook and Instagram and getting tons and tons of responses from unqualified people who had no no idea what they were doing. Whereas Indeed, again, they're only being seen by the exact person I'm looking to hire. Now with Indeed sponsored jobs, there's no monthly subscriptions, there's no long term contracts. You only pay for results. Now, you may be wondering how fast is Indeed? Well, in the minute I've been talking to you. So far, 23 hires were made on Indeed across the Indeed network. So there's no longer need to wait any longer. You can speed up your hiring right now by going to Indeed. And listeners of the Show Get a $75 sponsored job credit to get your job more visible by going to indeed.com clicks. Just go to indeed.com c l I c k s right now and support our show by saying you heard about Indeed on this podcast. Indeed.com clicks, terms and conditions apply. Are you hiring? Indeed is all you need. What's crazy for me is like a couple things I'm learning. Number one, normally when I read a book, I'll go read for who knows, I'll read for an hour, two hours, you know. And like I love it because I'm learning all this stuff. But if I'm completely honest with myself, when I'm done, I don't remember everything I've read. I don't do a lot of just like I feel better from reading it, right? This process is different because 1357, I'm only able to read probably four to six pages in that time. And then time's up. Like the thing beeps. It was just frustrating. So I don't even finish the chapter. I'm usually getting like a percentage of a chapter done and but it stops me. And then I had to look through all my highlights. Like I highlight the books when I'm read when I'm reading them and go back like, what's the one thing that was most important. Usually. Usually I already know because it's like. It hit me during the reading. It's like, oh, that was the thing. So you write in the journal, and then how are you going to actually do this inside your life? You write that down. Anyway, it's been crazy because I've done it now six days in a row. I started a couple days early just to practice it. I've gotten more out of my reading last six days than the last year. Easily. Easily. I'm reading slower, but I'm reading with intent. I'm pulling this very specific thing, and then I'm figuring out each day, how do I simulate this into my life? And that's. I can't even tell you how valuable that has been for me. And the group is the same thing. So my goal is try to get a thousand people in this group every single morning waking up and doing this process together. Can you imagine just the ripple effect of, like, we had a thousand people who are like, producers, entrepreneurs, creators, who are doing this exercise first thing in the morning. Like, the ripple effect that will create in the economy, in the society and everything of these people, like, pointing their sail the right direction every single morning and pulling out these nuggets to, like, continually improve and improve and improve based on this process. Like, it is insane. I can't even explain how cool it is. In fact, today, it was funny. I had a. With the group, I had an idea. I was like. I was like, I want to do this more than once a day. Like, obviously, I'm doing it for personal development books, but, like, I read scripture every day. I want to do one. I was like, who here wants to do a daily 1357 Bible study? Everyone's going crazy. I was like, oh, we should do these, like, every hour. It's like, you know, we're doing it again or doing again. I don't know. But it was just such a cool thing. So I don't know. I'm probably gonna do my own version, because again, when I sit down and read scriptures, I read scriptures for 30 minutes, an hour, whatever it is. But now it's like, what if I just did 13:57? I just came back and said, okay, let's. I'm reading New Testament. Like, let's. Like, what was Paul trying to tell me specifically here for me, that I can use, you know, what was Matthew or John or, you know, whatever? Like, what are. Like, what are the. What was the thing for me and just slowing my reading down, but then grabbing this very unique, systematic thing that I can layer in my life. So anyway, I'm probably going to start doing that on my own is keep doing the live with everyone for that one and then, and maybe, who knows, maybe if we get excited, we'll get someone to volunteer, do a, do a Bible study the hour before, hour after or whatever, you know, but something where, yeah, for me it just, it forces me to read differently and to look at things differently. Anyway, so it's one of the biggest breakthroughs. Like if I wasn't the one writing the program, I would 150 million percent be the, like, I would be a member for life. I would never miss a session. Like, it's, it's that cool. In fact, I'm literally traveling all next week. I'm bringing my book, my journal with me. And my plan is from the, the plane from wherever I'm at, I'm jumping in and plugging in. My team will be facilitating because I don't know if I'll have Internet or not or where I'm going to be at. But yeah, this, this habit now is way too valuable for me to not do. And so I want to encourage you guys, if you, if you want to practice, go get the two free, two week free trial and just do it. If you don't hate it, cancel it. But you'll still have the journal. You can do it on your own long term. But if you go to 1357 Club, that's kind of where it's at. So that's been a big, huge insight for me. That's just been really, really fascinating in a very interesting way. So there's an insight, there's an aha. And like I said, it's just, it's one of those things where you're just like, each day you're layering in whatever and just I can't wait to see the compounding effect of my life in the next, you know, 30 days, 60 days, 90 days beyond. Anyways, it's so exciting. So exciting. Okay, what else cool can I share with you guys? Okay. Another cool thing. So the click funnel side is we're trying to figure out like how do we start growing and scaling customers again? Like we were at our peak in our prime. Right. We used to have a more of a viral coefficient. So what that means is for every person that would sign up for a paid ad, we would get two more people that signed up organically, which was amazing. Best thing in the world. Now it's not that like, I think it was the peak, it was the height we were the only person out there. There were no competitors, there was no anything. And so nowadays it's different. For every paid member we get signed up, we probably add one member. So, so it's good, it's just not as good as it used to be. So it's, it's just more expensive to generate leads. And so I keep coming back, like, how do I, how do I win this game at a bigger level? How do I scale? How do I beat all the people who are VC backed, right? Like we're still the only brand who hasn't taken on money. We're the only brand who, you know that does this because we love it. And so I'm like, okay, well if I go back to like the Russell Brunson handbook, like what do I need to do? It's like coming back, I'm like, okay. It's interesting too because like the money we send people to the ClickFunnels homepage, like the homepage actually converts really well. But it's just, it's just still really, really expensive to get customers here. And the way we built it during the, during prime time was through these other front end funnels. A lot of front funnels we have right now aren't converting because of messaging, because of, you know, the message. But hey, out a long time ads are too expensive now to, you know, whatever the, there's always a reason, right? So for me it's like, okay, I got a funnel hack. Like, what are you, what are the people that are doing the best right now? What does it look like? What are they doing? How are they doing it? What's different? And so it's taken me down this really fascinating and really fun journey. A lot of it for me initially was looking at all of our top affiliates. What were they doing differently? We had three or four affiliates that were driving 90% of the affiliate traffic back and they're like, what do their models look like? And then looking at other like Shopify's top affiliates and other people's shop affiliates, just looking at what they're doing and why they're doing it and the strategy and like, oh, I uncovered just so much gold, so many insanely cool things. And I literally today was finished the recording from one of them. So I don't have anything I can show you yet, but I'll explain the concept to you and hopefully it'll help you. So imagine this like creating a membership site, a course, right? A lot of times people have courses, people sign up for the course, they don't go through the course, whatever. But a lot of people like the course is the thing you're getting paid for, right? So what these top affiliates are doing, what we're building, I have two of them going live here in the next 14 days. The two different types of funnels. But if you look at their funnel, someone comes in and they're buying access to a course. But then the course, the money is not made on the course, the money is made through what the course is teaching, what is implementing, how it's doing it. Does that make sense? So, for example, the Offer Secrets course or selling online or any these big things we have, right? Someone comes in and they're signing up to learn a skill set, right? We found a problem in the market, we're solving the problem, which is offer Creation 101, right? But then inside of us solving the problem. In the past, I would just be like, I would teach like, oh, you need a funnel. Here's funnels working. I always talk about funnels, right? As opposed to weaving in into the training very specifically, like giving them things like, like using the training to sell them into the software, right. I used to do it more hands off. It's like someone, I buy something, I teach concepts and then later there'd be an email and the email sequence that would push them to upgrade to clickfunnels, whatever, versus now it's like weaving it into the content, right? You need to clickfunnels account. Oh, you need this over here. Oh, you need this over here. And it's like it's plugging people into these other things. And so anyway, it's just, yeah, it's hard to explain, but you guys will see it, you'll see it very soon. So I would just say if you're, if you're watching what I do, if you're on my email list and stuff like funnel hack the offers we've coming out over the next couple weeks and you just kind of watch like, what's he doing? Why is he doing this? What is the membership side look like? That's one of the little internal keys for you to look at and to, to notice because that's where the magic's all happening. So anyway, it's fun. I love this game. I hope you guys love it too. It's. It's a difficult game because it's always moving, it's always changing, it's always shifting. You know, the thing that's like the biggest pain point to me is just advertising costs, how much they go up and we're on the Outer edge of it, right? Because a lot of times at a smaller scale, advertising is still great, right? Like when you're marketing to your warm audience. But for us, you know, we have such a big overhead and staff and team and stuff. Like we have to, we have to push things really hard. That's why when we have an office working, you know, we're spending a million dollars a month on ads. So you see it, right? But when you're spending a million dollars a month on ads because you're going further and further away from the warm market, you move more and more to cold offers. Like the. It just gets more and more expensive, right? It's like, for example, selling online is a hundred dollar ticket. We first launched it, we were selling ticket for 100 bucks. It's amazing. Then move forward month, you know, two or three months later, they were spending $200 to sell $100 ticket. We're like, Ah, but it still works. Then we got to $250 to sell $100 ticket and then $300 and $350 and now we're at $400 to sell a $100 ticket, right? Because we're like so many people are seeing the ads every single month, every single day, you know, so like it just gets more and more expensive. And so for me, it's like frustrating at first until you start thinking, okay, get away from the frustration and realize this is a game. How do we win this game? What's the, you know, of all the tools in my tool chest that I have, like, how do I, how do I beat this? How do I break it? What do I tweak? How does it change? You know, same thing with click funnels. Like click funnels, it costs us on average to get an activated trial. So someone who's gone through the trial and actually billed, right? Depending on the. Again, there's a million variables, but it might be 400, might be 500, might be $800 to get, to get somebody to be an activated trial, right? Which is a lot. Means what's the lifetime value of one of our, one of our customers, right? If it's lifetime is 1000 bucks, it means it costs $800 to make 1000, but the lifetime value might take 6 months, 8 months a year to get to that, right? So it's like you're going in the hole deep. And anyway, there's all these different variables that go into it. So for me, my cycle, this is like the step one, I'm angry and frustrated. And the step number two, I'm intrigued. And step number three, it's like, okay, it's a game. How do we win? What's the next process? What's the next step? Anyway? And it's fun. I think that's why a lot of people, maybe you. And maybe that's why you listen to me, because I'm not like most of the other gurus who did one thing and then they talk about it for the next five years. Like, I'm literally with you guys on the front lines every single day, like, fighting this battle, winning this battle, figuring out how to. How to beat everything, and. And then I just share it all. So hope you guys enjoy that. If you do, you know, let me know, because, yeah, it's. It's fun. So. Okay. With that said, you guys, I am here to pick up Jesse. We're going to go blow up some stuff here for fourth of July. So I hope you guys have an amazing day and hopefully had a great fourth. I will talk to you guys all again soon, and thanks for everything.