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 time's sake. Those of you guys who have been longtime 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, to the Russell Brunson Show, and I think I'm gonna change it one more time, I don't know, we'll see. But anyway, I'm 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 Hacking 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, um, 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 7 or 8 years ago of like, your one funnel way, right? It's funny 'cause people think that, oh, it was a tagline, that was whatever, but it's like, no, it's literally like, 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? You know, I look at my career and there's been, I don't know, half a dozen funnels that have that have brought in 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 ClickFunnels side, we've been testing a lot of funnels. We have 2 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 ClickFunnels, which is exciting, right? And then Selling Online, the prime mover coaching side of our business, Selling Online funnel's been running now for 8 months 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. That's rolling out. In fact, I was at the office today, I finished recording the full course for that, and it's like a pre-funnel for selling online. It is looking so good. So, um, those two— now we got two, basically between those two should give us the, um, all the firepower. Now we can scale the coaching side beyond where it's ever been before, which is exciting. Um, We have a new brand, a 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. Kinda 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 'til we find the one that's like, ah, this is the one that we can 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 testing things often and consistent. It's why ClickFunnels is so powerful 'cause you can test 5, 6 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. In fact, we had our call with, the entire ClickFunnels 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, we've been preaching everyone you're one funnel away, one funnel away, and like, just so you guys know the method to Russell's madness, like that's where I'm at. Like we're rolling out a lot of different 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 gonna hit, what's the next funnel, you know? I remember when we launched ClickFunnels, it was 4 or 5 funnels up to 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 to the spot where we were at close to 50,000 members and we just stagnated, could not grow, couldn't get any bigger, it was just stuck. And that's when we came out with the One Funnel Away Challenge, we launched that and boom, that got us up to over 100,000 members, right? And it's weird though, 'cause 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's 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 doesn't convert as 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 'cause, you know, you're dealing with so many things, but Anyway, it's just been really fun. So challenging, when I say this year's been challenging, it's been challenging because it's just like we're in the discovery phase, but for me I'm loving it 'cause it's like I get to, 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 awesome. But I wanna talk about today about one of the other ones. So a lot of you guys know, I think 2 years ago we launched my company Secrets to Success, which is our personal development company, and it launched really fast and it's been doing great, right? But there's a couple of 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, hasn't grown as fast as I wanted to just because all we really have right now is the $97 a month program. Then also like I wanted like a downsell, like I needed a, a cheaper front end. So anyway, I'm gonna share this with 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 Inner Circle, awesome, awesome people. And they were sharing one of their businesses, or one of their front ends, they had 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 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 habit that if we can get everyone doing, they'll be more successful in everything else we're doing, right? And so, when I heard him speaking, I was like, I had this light bulb go off in my head, you know? And this was the light bulb. The light bulb was, I was like looking at my morning routine, right? 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 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. Clement 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 ChatGPT, tells you the secrets of everything, right? I was like, what is this 1357 Club that Napoleon Hill and W. Clement Stone launched? 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 4 things. It's called the R2A2 system. So it's 4 things, 2 Rs, 2 As. 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 4 things, 4 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 like, 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. And then we launched, Anyway, so that was kind of the thought. It's like, what if I get everybody reading together and we republish this journal and everyone can do it together? So that was the game plan. Initially, it was gonna be 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 in my head started spinning and I kinda pitched my team on it. I'm like, this might be kind of a nightmare 'cause we have to do this every day for the rest of our lives, but who would ever wanna 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 of this week, Monday of this week, we launched, we launched a couple of weeks earlier just to get people signed up. If you wanna go see it, it's 1357club.com. But we got people signed up, they get a free journal and a 2-week trial. Just for showing up, and then what we do is every day we do a call, and so 9 AM 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, the first 2 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 said, 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 so I always set the frame, I'm like, remember when you're reading, you guys, it's not just reading a book, this is pretending that 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 gotta go and implement into your life. And so that's kind of the prompt. So then we go and then we have this, ah, it's so cool, we have a video that pops up, it's 13 minutes, 57 seconds, plays this music, I don't know what the song is, but it's insane, and it plays and then I mute my mic, everyone mutes their mics, and everyone goes, and for 13 minutes, 57 seconds, we all read the book, right? And it's whatever book they want. Everyone's got different books out there, which is really cool. So there's nothing like we're all reading the same book. 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 and say, okay, now you got to fill out the R2, A2. You got 5 minutes, everyone to journal those 4 things. So then everyone opens up their things, boom, they go in there, then we spend, have a 5-minute countdown clock, and everyone journals for 5 minutes, boom, boom, boom, boom. Then we come back and say, okay, now we've got 7 minutes. And the first time we did it, we did 5 minutes, and everyone's like, it's not enough time. So we bumped it to 7, and everyone's happy now. So they have 7 minutes, we click a button in Zoom, and it puts everyone in breakout rooms. So usually 3 to 5 people in each breakout room, and then everyone has a minute or so to say, here's the, you know, 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 7 minutes, you get to hear from 4 other people, the big insight, or the big aha that they got. And so not only are you getting your own big aha, you're getting 4, you know, up to 4 others every morning, and then we're done. And so we come back, I tell everyone, 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 1, we had 100 people. Day number 2, we had like 110 people. Day number 3, you know, in this whole week, it's been around 100 people. Today was 4th of July, and we had 88 people on the, on the 4th of July, because everyone's like, this habit is so cool, I want to make this every single day.

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Priceline. 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, 2 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 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 4 to 6 pages in that time. And then time's up. Like the thing beeps. It was just frustrating. So I don't even finish a 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 reading them. And go back like, what's the one thing that was most important? 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 gonna actually do this inside your life? You write that down. Anyway, it's been crazy 'cause I've done it now 6 days in a row. I started a couple days early just to practice it. I've gotten more out of my reading the last 6 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 to try to get 1,000 people in this group every single morning waking up and doing this process together. Like, can you imagine just the ripple effect of like, with 1,000 people who are like producers, entrepreneurs, creators who are doing this exercise first thing in the morning, like the ripple effect that'll create in the economy, in the society, in 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. 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 wanna do this more than once a day. Obviously I'm doing it for Personal Development Books, but I read scripture every day. I wanna do one, I was like, who here wants to do a daily 1357 Bible study? Everyone's going crazy. I was like, ah, we should do these like, Every hour, it's like, you know, we're doing it again, we're doing it again. I don't know, there's just such a cool thing. So I don't know, I'm probably gonna do my own version because again, 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 1357? I just came back and said, okay, let's say I'm reading New Testament, 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 did them What was the thing for me? And just slowing my reading down, but then grabbing this very unique systematic thing that I can layer into my life. So anyway, I'm probably gonna start doing that on my own, is keep doing the live one with everyone for that one. And then, and maybe who knows, maybe if we get excited, we'll get someone to volunteer, do a Bible study the hour before or hour after or whatever, you know? But something where, yeah, for me it's just, it forces me to read differently and to look at things differently. Anyway, so it's one of the biggest breakthroughs. If I wasn't the one running the program, I would 150 million percent be, I would be a member for life. I would never miss a session. It's that cool. In fact, I'm literally traveling all next week. I'm bringing my book and my journal with me, and my plan is from the plane, from wherever I'm at, I'm jumping in and plugging in. My team will be facilitating 'cause I don't know if I'll have internet or not or where I'm gonna be at, but yeah, this habit now is way too valuable for me to not do. And so I wanna encourage you guys, if you wanna practice, go get the 2-week free trial and just do it. If you 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 1357club.com, that's kinda 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 on the ClickFunnels side is we're trying to figure out like, how do we start growing and scaling customers again like we were at our peak, at our prime, right? We used to have more of a viral coefficient. So what that means is for every person that would sign up from a paid ad, we would get 2 more people to sign 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 1 member. So it's good, it's just not as good as it used to be, so it's just more expensive to generate leads, and so I keep coming back to like, 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, I 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, 'cause like the money we send people to the ClickFunnels homepage, like the homepage actually converts really well, but it's just still really, really expensive to get customers here. And the way we built it during the, during primetime was through these other front-end funnels. And a lot of front-end funnels we have right now aren't converting 'cause of the messaging, 'cause it's, You know, the message about, hey, out for 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 gotta funnel hack. Like 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 on this really fascinating and really fun journey. A lot of it for me initially was like looking at all of our top affiliates. What were they doing differently, right? Like we had 3 or 4 affiliates that were driving 90% of the affiliate traffic. Back me, like what do their models look like? And then looking at other, like Shopify's top affiliates and other people's top affiliates, like 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 finishing 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 for 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 'em 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's not made on the course, the money is made through what the course is teaching, what it's implementing, how it's doing it. Does that make sense? So for example, the Offer Secrets course or Selling Online or any of 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 a funnel, I always talk about funnels, right, as opposed to, weaving in into the training very specifically, like giving them things, like using the training to sell them into the software, right? I used to do it more hands-off where it's like someone would 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 a 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 watching what I do, if you're on my email list and stuff, funnel hack the offers we have coming out over the next couple weeks and you just kinda watch like, what's he doing? Why is he doing this? What does the membership site look like? That's one of the little internal keys for you to look at and to notice, 'cause 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 a difficult game 'cause 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? 'Cause 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, we have such a big overhead and staff and team and stuff, like we have to, we have to push things really hard. So when we have an office working, you know, we're spending $1 million a month in ads. So you see it, right? But you're spending $1 million 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 that. It just gets more and more expensive, right? It's like, for example, selling online is $100 ticket. We first launched it, we were selling tickets for $100. It's amazing. They move forward a month, you know, 2 or 3 months later, they're spending $200 to sell a $100 ticket. Like, ah, but it still works. Then we got to $250 to sell a $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 ClickFunnels, like ClickFunnels, 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 somebody to be an activated trial, right? Which is a lot, I mean, what's the lifetime value of one of our one of our customers, right? If its lifetime value is $1,000, it means it costs $800 to make $1,000, 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 1, I'm angry and frustrated. And then step 2, I'm intrigued. And step 3, 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 here, because I'm not like most of the other gurus who did one thing and then they talk about it for the next 5 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 beat everything, and then I just share it all. So I hope you guys enjoy that. If you do, you know, let me know, because, yeah, 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 4th of July. So I hope you guys have an amazing day, and, um, hopefully had a great 4th. I will talk to you guys all again soon, and thanks for everything.