DON'T Outsource Your Love Making

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. Good morning everybody. Hope you're doing amazing today. I feel a lot better. I gave you guys a podcast yesterday where I was a little bit stressing out. Today's a new day. It's beautiful outside. Halloween was amazing. I'm feeling good. So no one will stress about me. Pressure's gone and I'm back to a million percent. So I'm really, really excited. And I'm gonna be heading out to go hang out with the Inner Circle members and I can't wait. The next 4 days is gonna be amazing. Golly, I can't, like I pinch myself. Knowing that this is like my life. Like I get to wake up, go hang out with entrepreneurs from around the world who are changing the world in their own little way. And they paid me to be here, which is crazy. I would pay to be in this room and I'm hanging out with these rock stars. So it's awesome and I'm loving it. I'm driving in right now to go hang out with those guys. And it's interesting, so I got something to share with you guys. I hope that's alright, I hope you don't mind. So I've never like really done client work before until just recently on a couple of projects. Mostly because like I'm using my superpower ninja funnel building skills to win friends and influence people, right? Like, I look at like Tony Robbins, I built him a funnel. We built Dave Asprey a funnel. We built Neil Strauss a funnel. We built like 5 of Marcus Lemos' companies funnels. We built the FlexWatch funnel. With Funnel Hacker TV, we've been building funnels for people. Anyway, so it's like my first time in life I've done other people's stuff and I'm not gonna lie, it's not my most favorite thing on planet Earth. I would rather just do my own stuff all day long. But because of circumstances, that's been happening and I've done a bunch and it's interesting, very, very interesting. In fact, I think I mentioned, I did a little rant last week I think a little bit about people that keep wanting me to do their funnels for them and stuff like that. And yesterday one of my friends, they have a really successful e-commerce business and they got a blog and things like that. Someone on the team is trying to figure out ClickFunnels and the person's frustrated. It was funny, the email, like the subject line said like ClickFunnels limitations. And like, I thought it was so funny. The limitations in ClickFunnels is we can't upsell people into our Shopify store. Anyway, I can't even. It just made me laugh 'cause we built ClickFunnels because of like the limitations of like a traditional shopping cart, right? Like you can't do everything important. All you can do is like have a random store with a bunch of crap in it. This girl was complaining to them and then she got back to me just like, ClickFunnels are too limited. I'm like, are you kidding me? The only thing that's limited is like, I told them, I was like, this girl, she sounds awesome but she's all concerned about a couple pennies over here where if she would just turn her head, there's tens of thousands of dollars right over there. And she's tripping over these little pennies because she's getting all caught up on that where it's just like, if you look at it from a different perspective and you turn your head a little bit, you're like, holy crap, wait, screw those little pennies. There's like a crap ton that's a ton of money right there. Let's run that direction instead. And so I was trying to explain that to him. And then one thing that, as I was talking to him and I was kind of, I sent him an email and I recorded an audio, just kind of explained to him a little more. I said something to him just off the top of my head that all of a sudden was this big aha moment for me. And so what I told him, I said, you know, like, I said, you guys have this company, it's doing well and you wanna grow it, but I'm like, the problem is you're outsourcing the marketing. And I was like, and I understand outsourcing Not outsourcing like the fulfillment of the marketing, but outsourcing like the strategy of the marketing to somebody who doesn't understand it. I said, if you look at like the marketing and the sales, like that piece of it, like that is the sex of business, right? Like it is the most pleasurable, most fun, the best thing in the world, and that's how you get customers. Like that's the best part, and then afterwards then you've got like customers, you know? Like now you're going to soccer games and you're doing homework and all the other stuff. And if your kids are awesome like mine, then it's amazing. The reality is like, the best part of business is not the fulfillment of the product, it's not anything else, it's the selling. Like that's the best part, right? And I was like, you literally right now, you are outsourcing your lovemaking. Why on earth would you ever do that? That's the best, most important part of the entire business. Everything else is just like the stuff you have to do so you can go and have sex again, right? Like I apologize for those who are listening and are like, Russell, you're my nice Mormon friend, why are you saying these things? But it's true, like think about this you guys, like, That is, that's what that is. And if you are outsourcing the strategy of your marketing, you are literally outsourcing your love life. How well do you think your marriage is gonna be if you're outsourcing that piece? Like it can't be good. It doesn't matter, it cannot be good. And what I found with all these people I built funnels for, not all, but for the most part, the one commonality is like the entrepreneur is the artist who's like good at doing the thing. And so they're trying to outsource their lovemaking and they want their company to grow. I'm like, you cannot do that. Like it, you can't. If you outsource that in your marriage, it would not grow. And it's the exact same thing in business. And again, you can hire people to do the actual fulfillment, but you as the entrepreneur has to be able to think through the strategy because that's the key. That's the most important part of this entire business. That's why people always laugh like, "Oh, Russell, I've got this kind of business. I don't know if what you do would really work for me." I'm like, "Are you kidding me? What I do works for every business. It's the strategy behind it." Like, you can give me any product off the street and I can plug it into one of our strategies and it would work. Like, I'm driving down the street right now, I can see there's a payday loan place, there's a cigars walk-in place, there's a cabinetry place, there's ink place, there's, what else we got? Home furniture, the DMV. For every business there I just drove past, except for the DMV, like they're screwed 'cause they're run by the government, which is a whole nother story for a whole nother day. Every one of those other businesses, I don't care which one is, you hand it to me, I can plug it into one of our strategies and it would work. Because I understand that piece of it and it's the most important part. And so I told my friend, I said, look, the people that I like working with are companies that the entrepreneur still runs the business and the entrepreneur is obsessed with the marketing of the business. And I started thinking about that, I started thinking about like, hey, tomorrow I get to go see the Inner Circle members and guess what? They are all, the one commonality among every single person on Inner Circle is that the entrepreneur still runs the company and the entrepreneur is obsessed with the marketing of the business. And guess what? The commonality between all those companies are, holy crap, they're successful. Like, I don't care what it is you do right now. Okay, you could be selling fish, you could sell McDonald's, you could be like, whatever it is, it does not matter. Until you become obsessed with the marketing of that thing, you're going to struggle. You will hit plateaus. You will not be able to grow because, because you're outsourcing your lovemaking. And until you take that back in and take the responsibility, the onus put upon your own shoulders, You are gonna struggle consistently until you do that. And so that's my message for you guys today. If you are an entrepreneur listening to this and you run your company and you're obsessed with the marketing, which I'm guessing if you're hanging out listening to me, you probably are a little bit into that, and if not, you're gonna get more and more into it. But I would say become obsessed with it. That is the only thing that actually matters in a business. So crazy. This is back in like 2008 when like the economy's crashing and everything, you know, and my friend works for the marketing department of some company and The economy started collapsing, so what did these morons do? They went and they fired the marketing department because it was too expensive. Okay, do you guys see any problems with that? That's like driving a car, it's about to run out of gas, and you're like, crap, I can't afford gas, so you stop putting gas in. And what happens? The car stops running, it's a self-fulfilling prophecy. It's insane. And so they fired the marketing team because they were tight on money, and the whole company bankrupt, right? Like, how do you not see that one coming? Right, like, I remember there was a Dennis O'Leary stand-up comedy thing one time and he was like, he was talking about different deaths and he's like, you ever hear about Lou Gehrig? Died of Lou Gehrig's disease. How do you not see that one coming? Like, that's how I feel, like, oh crap, our company's struggling. Let's fire marketing and sales. They cost the most. Like, they're the only ones that actually matter. Like, that's what gets customers to give you money, which makes everything else work. Everything else is fulfillment. And obviously your fulfillment's gotta be good or else customers will not come back to you. You know, you can sell something amazing once, but if the support and the fulfillment's not awesome, then that's the other side. So there is value in that. It's just like after you, in your marriage, then you have kids and your kids are amazing. There's so much value and blessings that come from that. But if it wasn't for that act, like you cannot have a family unless you have sex. It's impossible. Like look around, there's a whole bunch of people around. They all got here the exact same process. Without any exception. There's only one way that comes in. Same thing, the only way cash comes into a business is through this one thing. If you were outsourcing that piece to somebody else, then your marriage, your business is in trouble. So now it is time, you guys, to take it back upon yourself and say, look, I've been trying to outsource this, but I care enough about my business and about my customers and about the fact that I hopefully want future customers someday I'm gonna make this my priority. And so the next question is like, well, how do I do that? How do I geek out on this? Well, first off, hopefully keep doing what you're doing, like listening to my podcast, reading my book. There's other good, great marketers out there as well that you can geek out on. I'm not just saying that I'm the only one, 'cause I'm definitely not. There are people way cooler than me. But plug in somewhere and study and learn and become obsessed and think about it. Like if you sit down and just think for a while, like it'll be amazing all the ideas that kind of pop into your head. And that's the core piece, you guys. Nothing else really matters. So whatever business you are in, realize that the only business you're really in is the marketing of that thing. It's the only business that actually matters. Because the other business of the thing that you actually do will not survive long, will not get into the hands of people, will not change people's lives or the world unless you become obsessed with the marketing of that thing. That is the commonality among everyone successful that I work with. It's funny, I was talking to one of my buddies, BJ Wright, and he was talking about how in businesses there's like this initial liftoff time, right? Where it takes an entrepreneur with pigheaded discipline who doesn't have any logic or reasoning to go and to push this thing into orbit.. And it's hard. For those of you guys who have done it or are doing it right now, you know it is not easy to lift one of these puppies off the ground, right? And so it's just like a rocket. Like when a rocket goes off, like you look at like the space shuttles, right? There's this little spaceship and there's all these huge rockets. There's so much force and momentum and inertia has to get it out of the atmosphere. And then eventually you get it out into like where it's in orbit, right? Where it's like not being sucked back down by the gravity of it all.. And it's in orbit, it's hanging out, floating around the world. And at that point, you can go plug in all the Harvard MBAs and all the professional people and that kind of stuff. And what's funny is like, at that point, at that point, unless they totally screw it up, you've got enough momentum, you've got enough critical mass that it's gonna survive, right? Like I've got, I'm gonna pick on some companies, but one really good example, company here in Boise that I have so much respect for the people who began it, some of the people that run it and stuff, but they're kind of in this boat. And there's ClickBank. Like ClickBank, there was a time it took a lot of initial inertia to get it off the ground and get it into orbit, and now it's up there and it's floating around the world like the moon or like a satellite, right? And it's out there. And like, it is amazing how many things that these, you know, Harvard MBAs they bring in to run it, Like how many things they have done to try to destroy this thing. Like for those who have used ClickBank over the last 5 or 6 years, you've seen it. Like they've done so many things. It's almost like when Trump gets up and he starts talking, he says something, you're just like shaking your head like, are you serious? Like you said that? Like why don't you think for 5 seconds before you start talking? Like it would save everybody a whole bunch of headaches, right? And it's kind of the same thing. ClickBank does thing after thing after thing. Wow. Like, if it wasn't for the fact that they were already in orbit, they would be crashing into the Earth and this whole thing would be dead. But they have so much critical mass. Some entrepreneurs work their butts off to get it into orbit. Like, no matter what these people do, it's really hard to break a business. And that's when you plug in all of the, that's when you outsource your lovemaking, right? When it's up, when it's in that spot and it's gonna be alright. But everything prior to that, like, it's gotta be you. You are the only one who cares enough to be like the 3 huge rocket things with the jet that push it into orbit. That's the hardest part. You can't pay somebody to do that because they don't care enough. It's not just something like, oh— I think that's why you know how anti-VC money I am. That's what screws up most businesses is you get like— you get this person with an idea. They then get someone to come in and give them like, here's $5 million. They strap on these rocket engines, shoots it into orbit. And then they, okay, now plug in all the MBAs and the MBAs freaking screwed up and it's not really in orbit because like there was no foundation built by an entrepreneur to shove that thing up into the stratosphere. And so these companies collapsed. That's the DotCom Secrets bubble over and over and over again. It's that nobody freaking pushed that thing into the atmosphere. Someone just cheated and bought their way in. And because of that, these companies collapsed. Like it's rare that you get companies that survive that, right? And so, Anyway, I got a long ride this morning, you guys, and you have to bear with me. We're at 14 minutes. This is like twice the length of a normal podcast. But anyway, I hope that that kind of, hope that makes sense, you guys, and I hope that it inspires you as the entrepreneur to get your mind back into the marketing of your thing. Because you are the fuel that'll get into orbit. And someday, it'll be up there and then you can plug in some MBAs and they'll screw it up for you, but it won't matter because you've done such a good job getting it off the ground, that at that point it doesn't matter. But today, today's the time for you to become obsessed with the marketing of that thing that you do. And that's the most important thing you can do. So there you go, guys. I hope that that helps. I got 11 minutes till Inner Circle starts. I'm stuck in freeway traffic, not moving. So my friends in the Inner Circle, if you hear this, I'm not there yet. I apologize, but I'm hustling and I will be there soon. So that said, you guys, I appreciate you all. Thank you for being an entrepreneur. Thank you for focusing on your marketing. Thank you for caring about your customers because if it wasn't for people like you, the world would not keep spinning. It would keep spinning literally, but yeah, I don't even know what I'm saying. It would be in trouble. Yeah, I'm looking as we've got this whole election thing happening in the next week or so, like how messed up we really are. Like there's no hope. No matter what happens. Yeah, so it's bad news blues either way. The only thing we can control is what we do and how we market our business and how we change people's lives. So, quit focusing on the elections. It does not matter. Your vote doesn't count. I'm just kidding, it kinda does. And I'm gonna vote, don't worry. But yeah, don't stress about that because it's so far outside of our control. Focus on what is in your control. The government's gonna jack it up. They're gonna give us new rules, a new set of play. When you're a kid and you're playing a game with your sister and you're thrashing her and then she's like, "Oh wait, the rules just changed," and then she changes them and you're like, "Duh!" And then for a little while she starts thrashing you, then you figure out the rules again and then you win, right? Wrestling's the same way. When I was in high school, we used to cut a lot of weight. I was cutting about 30 pounds a week. I would weigh in on Monday at 160 and I'd wrestle on Friday at 130. So I was cutting tons of weight. In my senior year, 2 kids actually died 2 or 3 kids within like a month period of time at the college level died from cutting weight. And so they changed all the rules, which they should. It was great and it's been a thing that's been good for wrestling. But they had these new set of rules of how you had to make weight and they were ridiculous at first. It's like I would have had to wrestle heavyweight basically based on their rules. I'm like, eh, no, I gotta be a 165-pounder. So I'm in college and the first year like everyone's freaking out 'cause nobody can make weight and it's all jacked up. But then within, Within a couple months, we figured out the system and how to beat it. And even with us beating the system, it was still better for wrestling. So first off, don't say that, don't, yeah, it's awesome. But we figured out how to bend the rules, right? Like, what we found out, so the way that the, sorry with the long commute, you guys get all the stories in full detail. So the way that the new rules would work is that basically you come at the beginning of the season and they test your body fat percentage and then you had They test your body fat percentage, you had to weigh, and then you had to like do a hydration test all at the same time. And then based on that, they give you a calculation of what you're able to cut your weight down to, right? So, so the problem is you come in and they check your body fat percentage, right? And that was the first thing. So like the wrestlers were skinny, like I was like 7% body fat back then. So the more your body fat percentage was, the more you're able to, the more weight you were able to cut. 'Cause they figured like if you were at 5% body fat, what would you be at? And that was like, how they figure out the ratio. So what we learned is like, someone does a pinch test, you have to pinch, then you flex your muscles, and it pops you about 3 or 4% body fat. So boom, we figured out one way to kind of tweak the system, right? Number 2 is if any of you right now were to go take a hydration test like we had to test, we had to take, you would fail it. Like, it's literally impossible to pass a hydration test unless you sit there and you drink like 4 or 5 gallons of water right before it, right? So what's the problem? A gallon of water is 8 pounds. So like, just to pass hydration test, you basically have to gain 8 pounds, which is all sorts of messed up, right? And so we kept, either we'd fail our hydration test or we'd have so much weight we couldn't hit the metrics. And so finally one day, I don't know who the genius was that figured it out, but somebody figured out like, hey, what if we get super, super hydrated, drink a whole bunch of stuff the night before, come in the next morning, don't pee, and hold all that hydrated pee inside your bladder and then go put on your plastics and cut weight for 12 hours, lose 15, 20 pounds, then when you go to do your hydration test, 'Cause you gotta do all three of these things at the same time. Body fat hydration and the pinch test, right? So then you've got this hydrated pee in your body even though your body's completely dehydrated, but your bladder's full. So basically for like 12 hours you'd have to pee so bad you were gonna die 'cause you just drank a gallon of water the night before, right? So you're like, I'm gonna die, literally. But you have plastics on and weight cutting, so for 12 hours you're cutting weight and you're trying to hold this pee in. And then you get on the, you know, then you go and you do your hydration test first, so you pee and all this, the pee in your bladder's completely hydrated because it's from the night before. And then you pee out like 8 gallons, so you lose 8 more pounds, and then you lost the other 15 pounds through cutting weight for that day, and then you flex on the pinch test, and boom, between those 3 metrics, now you're able to hit the weight you need to hit, right? So it's like, the rules are gonna come out and they're gonna suck, but as soon as we think through them, we'll figure out a way, and we're entrepreneurs, that's what we do, right? I mean, the wrestlers figured it out, and I love my fellow wrestlers, but we're not the sharpest group of nails in the bucket, you know what I mean? And so we figured that out. I just know as entrepreneurs, the government's gonna jack things up again. They're gonna raise taxes or change things or do stupid things that only make sense to people that aren't us. And it's gonna suck for 5 minutes. We'll figure out a workaround and we'll be back to normal. So don't stress about it. Just stress about learning how to market your thing better 'cause that's what's the only thing that's really gonna matter. So there you go, guys. We are 20 minutes in and I am right close to the hotel. So I'm gonna leave for the day. Hope you got your money's worth and a whole lot more. Now if you guys ever need to cut weight, you know the secret, which is pretty awesome. And I hope that helps. Alright guys, I will talk to you soon and see you guys later. Bye everybody. 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 funnel Funnels Live at 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.