Behind The Scenes Of The Book Launch And Inner Circle

Welcome to Marketing in Your Car, the podcast for funnel hackers everywhere. You're now part of a small group of underground entrepreneurs who are trying to change the world through the products and the services that we believe in. But because we don't rely on venture capitalists, we don't have financial safety nets. So we have to do things differently. We have to do things smarter. We do that through an art and a science we call funnel hacking. This podcast will give you a glimpse at the daily life of a funnel hacker. So let's get started. Hey everyone, this is Russell Brunson and I'm welcoming you guys to Marketing Your Car. It's been a little bit, I haven't talked to you guys since the airplane trip, which I think just got posted today, so for you guys it's like just right now, but for me it's been a little bit. And this week has been insane, starting with Inner Circle, we had, so you probably know at this point we have 100 people in my Inner Circle and basically we have 4 groups of 25 and so last month we met the first 2 groups of 25, So it was 50 people and then the last 2, Monday, Tuesday here and then Wednesday, Thursday. So I just finished up the last group. I wish that I could share what happens in there 'cause it's amazing. And so many cool entrepreneurs and people and like, it's like insane that I get paid to help facilitate and hang out with these guys. So it's been good but the one thing that's been tough, my book launch starts on Tuesday and I'm not gonna lie, a little stressed out. A lot of stuff been happening to get that all done and ready and And yeah, totally didn't plan it well with Inner Circle the week before, so it's been a long one. I've been up all night and then trying to be like super present all day, and it's just, it's been a lot, and I'm tired, I'm worn out, and I wish I could like take a long 3-day weekend, but tomorrow I gotta get a bunch of stuff done, then Monday, and then launch is Tuesday. So it's all good, it's fun problems to have, but like, I'm just not a very good scheduler, I don't think. And it was crazy, so like Tuesday night I was like going I was starting to go to bed and I got one of the, what I thought was gonna be the sales video for the new book funnel and the video was like insane, insanely good but it wasn't like the right video for the sales page and I was like, oh crap, I don't know what to do, I don't have time to make a new video for Tuesday's launch and so I started stressing out and I started looking at the book funnel and like, we were trying to do this, I had this really cool idea that's insanely cool but it just wasn't working and I didn't know why. Anyway, I just hated the way the page looked and so that night I was insanely stressed. I was just like, oh my gosh, I have no video, my funnel's not looking good. My funnel has to be cool because I'm kind of that funnel guy who everyone's looking at. If my funnel's ugly, it doesn't work. That's embarrassing, right? And so, especially for this, it's probably my biggest front end I will ever have. The focal point of my traffic and stuff the next 2 or 3 years of our business and it's like, I need to make this perfect. And so, I was like, first off, stressing out about, well, both those two things. This is, what night is this? They're all blurring together. This is Monday night. So it's got an inner circle meeting, yeah, so it's Monday night. It's probably like 11 o'clock at night when I had this epiphany that like, I'm screwed. I don't know what to do. And so I started going crazy and like, and I'm trying to think of all these options, like how do I make this page first off work the right way? And also I remembered this page on our old Nurture Cell funnel. That was the very first funnel we ever did. And so it was like one of the free plus shipping ones we did before we turned into like the one that took off. But there's this part of the funnel that was like so cool and I remember it and I was like, I need to find that. But like the page, I can't remember what the page was, it wasn't archived on the Wayback Machine so I couldn't find it there. I have to go through my old emails, trying to remember which designer it was. It took me about an hour and a half and then I found it in some old email address in some random email from a designer that I forgot was the guy who actually designed it and I found it and I was like, that's it. Like that's the, like that, if I get that it fixes the funnel but I was like, I don't know how to do that in ClickFunnels and I'm like, wait a minute. The designer who did that, he lives overseas. The guy's awesome, I haven't talked to him in probably a year, and so I messaged him that night, I'm like, do you happen to be awake right now? 'Cause I need something super important, super urgent. The guy's name's Oki, he's one of my, he was like my main designer forever, but when ClickFunnels came out, I started doing all my own stuff. And I was like, Oki, if you're around, I need your help. And he messaged back, he's like, yeah, I am, what can I do for you? So I was like, I gave him this huge thing, and I was like, basically I'm designing all these pages, I'm not gonna lie, it was a pretty big order what I asked him to do, and he's like, yep, I'm on it. Started running with that. I think Kevin sent him tons of assets and he was running with that and then the video thing, I was stressing out about and then I kinda had an idea. There was another video that the guy that did the first video sent another video that was like, I watched it, it was legitimately amazing but it wasn't mine so I couldn't use it but I was like, oh my gosh, this is perfect. But it gave me at least a process and a script so I was like, okay, I gotta go to bed. It was like 1:30 in the morning at this point. I gotta be up in like 5 hours for Inner Circle so I'm like, I gotta go to bed. So I went to bed. Woke up in the morning and Oakley had already designed all the pages, sent them to me and like I can't wait if you guys have seen, they were amazing. And then during lunch, during Inner Circle lunch, I had a 30-minute lunch, ran in there, rewrote the script, got all ready, talked to Brandon, who does all our video stuff, and I was like, hey Brandon, I need to film this, but it's gotta happen, I don't know when. So last night actually, he came to my house at like 9 o'clock at night, set up the curtains and everything to film this section of the video, and we started filming, and it was a 3.5-minute video, but it took us 2.5 hours to film it. Partially 'cause my brain's completely fried, partially because I was changing on the fly, rewriting the script while we were going, We got that done about 12:30 last night. And then Brandon on top of that, the new sales page for the free book, there's literally 20 documentary video testimonials of different people from different industries and different markets. He's pulling like 16, 18 hour days trying to get all those videos done. And there's all these things that are happening while I'm in Inner Circle meeting, like freaking out. Like trying to serve these entrepreneurs at my highest level, being as present as possible. And then when we have a lunch break, running into the room and like coordinating all these crazy insane things and running back and being present present, and then we just got done with the last 10-minute circle. My son had a choir thing, so I had to tell everyone bye and then take off, jump in my car, run to go see the choir. And that's where I'm at now. He's got into choir and I'm heading over to go take the kids out to eat somewhere. So my wife's in a different car than I am, so I haven't managed to talk to you guys. So that's kinda what's happening over here. And it's crazy, but I'm so excited 'cause the book launch is happening. So, you know, what I wanna share with you guys is just one tip that I think is cool that we're implementing, and I'm really excited about it. And I think it's cool, and so it came from I think I've probably talked about this, but I geek out on like old marketing courses. Like there's something about the old ones, I just, I like them more than the new things, right? So I listen to a lot of Gary Halbert, a lot of Dan Kennedy, Jay Abraham, my other favorites, Frank Kern's still one of my favorites. I listen to Frank's stuff all the time. And Matt Fury, who is a legend. He hasn't published anything in like 10 years, but I still have all his old stuff. So I was listening to one of his old things back when we had our snowstorms and I was shoveling our walks and our little, snowplow thing that I bought that I ended up running into both my Corvette and the Lexus and into our house. Like, I destroyed so much property. Anyway, that's a story for another day. But anyway, I'm listening to Matt Fury and he's talking about the times, this was 10 years ago, he had this membership site and he made a rule in the membership site where he said people would leave and then they would, you know, they'd say I'm gonna come back 3 or 4 months later and they never did. And anyway, and so I thought, I was like, that's pretty cool. And so I was like, I wanna, I wanna implement that, but I was really scared. So in Inner Circle we have 100 people. And for the most part, most people stay all the time. There's always some people who are like, oh, I'm gonna put it on pause for like 5 or 6 months, I'm gonna come back, and things like that. And it just bugged me 'cause I didn't think it was fair to them, honestly, or me, or the rest of the group. And my goal with Inner Circle is to take a group of 100 entrepreneurs and move them from $1 million to 10 to 100. And I walked through a really cool presentation twice this week showing them that's the plan and the path, and this is where we're going and how we're getting there. And I was like, I don't wanna keep bringing new people in Inner Circle because I can't, like I don't wanna restart over at ground zero every single time. I wanna take a group together and then together send everyone. I was like, when we get to the point where we're at $10 million and then $100 million as companies, how many people's lives are we impacting? That's my real goal with Inner Circle. There's a lot of people with big mastermind groups that try to scale them and that's their business model. For me, Inner Circle's not my business model. It's a byproduct and it's something that I love because it keeps me sharp and relevant and keeps me with my hand in literally 100 different businesses in tons of different markets, and so it gives me the ability to see some unique things, and that's the value I get out of it, plus the money's not bad. But it's not my business, like ClickFunnels is my business, this is just kind of a byproduct of it. And so I didn't wanna burn and churn and bring new people in, I wanna keep 100 people and I wanna send these people and their businesses and their lives together as a group. And so because of that I decided we're gonna create this thing, I think I talked about it with you guys a little while ago, but we're gonna call it Inner Circle for Life, and it's gonna be something where if you're in the Inner Circle, you're in, If you leave, we'll still love you, but you just can't come back in. If you're not getting at least your $25K worth, then it's no, like you shouldn't be here. And so we made that rule and it was scary to kind of present it all 4 times. But it's cool because there were a couple people who were upset and there were people who honestly hadn't got a return on their money. And if you didn't get a return on your money after going through this process for the last 12 months, like it's probably not the right fit. But for those who did, it's like, I mean, it's the cheapest $25,000 you'll ever spend on Earth, ever. And so that, we launched that, and today was the last day of presenting that, basically showing the Inner Circle for life, and that's the game plan. And it's cool because everyone is rallying around that, and it's becoming a thing, and now it gives me the ability to work with a group at a different intimate level. And I think for a lot of your high-end programs, like, you guys should look at that, making it something where it's Inner Circle for life, or whatever your program is, and keep people in so you can keep ascending and working with them. In fact, the only way to get in the circle now, as of today, is you have to first off go through the FAD event, and then there has to be room in the Inner Circle, and there is, we handpick people from the FAD event, and so that's the only way to get in the Inner Circle now, which is kinda cool. So, that said, I'm here with my kids and my wife, I'm gonna bounce, appreciate you guys, and we'll talk to you guys in probably tomorrow. See you guys. Thanks so much for listening, we hope you enjoyed the behind-the-scenes look at our funnel hacking projects. You can also watch the Funnel Hacker online reality show and watch us build and launch funnels live www.funnelhacker.tv. If you'd like to come hang out with your fellow funnel hackers, come join our Facebook group at www.projectclickfunnels.com. Oh yeah, and don't forget, you can get a free MP3 player with the first 257 episodes preloaded at marketinginyourcar.com. Join us next time, and remember, you're just one funnel away from your dreams.