It's Okay To Be Aggressive

Welcome to Marketing 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 welcome to Marketing Your Car. Alright everybody, so today I've actually got a GoPro on me as well. We're thinking about starting a behind the scenes reality TV show showing the behind the scenes reality TV show. That's what Funnel Hacker TV's gonna be. Anyway, so I'm filming a whole bunch of stuff today and I found a really cool dude and we're gonna see if he can turn this into a cool daily video thing showing behind the scenes. And if he can, that'd be awesome. And if it doesn't work out, then this might be like one episode thing, so I'm excited for it. But, heading off today, couple cool things. First off, I may have ordered my own life-size Batman suit that was custom fitted, and it may have showed up on Saturday, and I may be trying it on today for the first time. I'm so excited. And so, those of you guys who are JV partners, you will see this on the Expert Secrets JV page, because we're gonna be giving away a bunch of these superhero outfits, which is gonna be really fun, and Batman is one of the ones, and it's the one I really wanted, so I got it, and I'm really excited about that. But I wanna talk to you guys about something today because it's kinda interesting. So this morning I was getting ready and I was listening to a bunch of podcasts and there was one podcast that I like and on there the episode was talking about like my favorite marketing books and I was like, oh please, please, please let my book be on there, please, please, please. So they started going through their top like, I don't know, 10 marketing books and they went through and about halfway through they said, the guy who's one of the hosts said, my next book is called DotCom Secrets by Russell Brunson. I was like, yes! So excited. And he started talking about how cool you want our sales funnels and stuff. And then he said something that I was just like, ugh. He said, you know, some of the stuff Russell teaches in the book's kind of aggressive, and so if you don't like those kind of things, you know, you can kind of tailor it for your own needs. And I kind of stopped for a second, I was like, aggressive? Are you kidding me? Like, oh crap, my camera just tipped over while I was driving. But I was just like, aggressive like? And I started thinking, I was just like, I hate that people would think that what I do is aggressive. Not that I hate that they think that it's aggressive, I hate that they think that being aggressive is bad. That's a better way to put it. 'Cause I was like, if you, and this comes from Jay Abraham, I first heard this from him I believe. I think Matt Basak was the first person I heard say it, but he was quoting Jay Abraham. And it was basically that if you believe in the product or service that you're selling, then you have a moral obligation to do everything in your power to get it into the hands of your customers. And I don't know about you, but like, I feel that, like I feel like I have a moral obligation. And so, and I try to serve I serve people and teach people and train people who also, they're not just trying to get rich quick on the internet, but they have a, they feel like they have a moral obligation to their audience. Like they've created some product or service or thing that they feel can change the world. And when you have that, like you need to be aggressive about it, otherwise people are gonna miss it. And for me, I'm just like, I don't want people missing out on all this stuff that I'm sharing between Expert Secrets, DotCom Secrets, with ClickFunnels and all kinds of stuff. I don't want them missing it because they're like, oh, you know, you sound kind of excited, but you don't really push me over the edge. I wanna push people over the edge 'cause I believe in it that much. I was thinking back about just my life and different areas of my life of things I really believed in. And one of them, a lot of you guys know I'm a Mormon and I went on a 2-year mission and I was in New Jersey, Cherry Hill, New Jersey, and Morristown and Camden, all over the southern 2/3 of Jersey. And I was out there every single day knocking on doors. And I've had people in the past, they're like, oh, why did you do that? Why did you push your religion on people? I'm like, are you kidding me? First off, I wasn't pushing my religion on anyone. I'm trying to share something I really, really believe in. Second off, I'm being aggressive because I believe it matters. I believe in what my message is so much that I'm willing to go out there and knock on doors without getting paid a penny. In fact, pay my own way because I believed in it so much. And it's the same thing with this business. I believe in what we do so much that I'm gonna be aggressive about it. And I just want all of you guys that if you feel weird about being aggressive and like marketing aggressively and like trying to sell your product, it means you don't believe in it enough. Like that's the only logical thing that I can say is like for some reason you don't believe in your message. Like you need to believe in your message so much that you would literally go out and knock on doors without getting paid a penny to go and share this with people 'cause that's how much you believe in it. Like when you believe in your message that much, then everything else will take care of itself, 'cause you will go out there, you will share, you will talk, you're not gonna be embarrassed to go make a video or talk about or do a podcast or interview someone or drive traffic or lose money risking trying to do this thing. It's not gonna matter because you're gonna care so much about your message, all those other things just fall apart. And so I would argue that if you're struggling in your business right now, it's because you don't believe in your message enough. And because you don't believe in your message enough, you're not being aggressive enough to share it and to get people. I literally, when he walked by, I wanna grab him and be like, dude, there is a better way. Like, it's funny, people ask me, I've got a lot of people that just say, I can't believe that you talk about your competitors, like Confusionsoft and LokiPages and things like that, right? And they're like, I can't believe that you call 'em out and you say their names. I'm like, yeah, 'cause I honestly, as an entrepreneur, I've used those tools in the past and it was expensive, it was frustrating, it was like hard to get, like, I feel for those people and I wanna save them from these things that are keeping them from the success they deserve. And like that's how passionate I am that I'm not afraid to call people out because I'm like, look, if you're over here, you're gonna spend twice as much money, take 10 times longer, and you're probably not gonna be successful. Where if you come with us to what we're trying to share with you, like do you understand like the difference? Like you can, like that's how much I believe in what I'm trying to share. And until you believe that much in what you're sharing, I think you're gonna struggle. In fact, it's interesting, this is back, man, probably 7, 8 years ago. When before I kinda knew, before I knew my message, when I was trying to figure it out, like I was selling different things, I was trying stuff and I remember I had different programs I created, some that I like was insanely passionate about, like some of you guys remember Micro Continuity, I was just like nuts passionate about that and like, and you could hear it and like the sales were amazing because of it, 'cause I was so, I couldn't stop talking about it, like that's all I, that was like my life, right? And then I had other products that didn't do as well and I remember one of my friends, Garrett Pearson, I don't know if Garrett even remembers this or not, but, I can't remember where we had this conversation, but it was during the middle of some other launch after Micro Continuity, and he asked, he's like, how are sales doing? And I was like, ah, they're doing alright. He's like, I could tell. I'm like, what do you mean you could tell? He's like, I can just tell by the passion in your emails about how excited you are, and I know that like, and I don't remember the rest of what he said, but I just remember him saying that like, he could tell by the sound of my emails how excited I was, and that's how he was guessing how many, how much sales were coming. And I was like, isn't that weird? Like, I'm writing an email, like, you can't hear my voice, you can't sense anything, but just like, when I'm really believing in something, the way I speak about it and to it is different enough that Garrett reading an email on the other side could tell how passionate I was, and obviously a lot of other people did, maybe not consciously, but subconsciously they recognized it, and because of that, they didn't buy the product. Okay? And so if you're kind of like saying, oh yeah, my product's good, like it's nice, blah, blah, blah, that'll wear off in everything you do. It'll wear off in your emails, it'll wear off in your podcasts, it'll wear off in your webinars. Every single communication point, if you don't believe in your product like so insanely strong, it's gonna come off and sales are gonna tank because of that. You can be like, I followed the script, Russell, why is nobody buying? It's because you don't believe in it enough to have the passion that you need to get people to say yes, okay? And so, what I would just say for those who think that I'm marketing aggressively, or if you're trying to figure out where you fit in this whole thing, like, you need to be obsessed with your product or your service and your message. And so obsessed that you are willing to go out of your comfort zone completely and share things and talk about things and like, that passion that some people will call aggressiveness is what will get people to buy from you. And it's gonna rub some people the wrong way. I hope this isn't sacrilegious. It might be. I don't think it is. I hope it's not. If it is, I apologize and I repent in advance, but I was thinking about this. When you study Christ and you study his life and you read the Bible and those teachings, one of the things that he says is that, and it's the reason why Christ taught in parables, right? Like he taught in parables and people would like hear the story like, okay, cool, yeah, I get it. But then like there's so many layers in the parables that go deep. And he said, and I'm sure I'm gonna mess up the quote, but he said something to the effect of that my sheep will hear my voice and they will come to me, right? Like the people, like Christ was speaking and giving his message and sharing things like that. And everyone can hear it, but his sheep, his people, will come and they will actually follow him, right? They hear it at a different level that affects them. I think for all of you guys it's the same thing. A lot of people you put out there are gonna be turned off, they're not gonna like it, whatever that is, but your sheep, your people will hear you and they will follow you. It was interesting the other day, we had a guy come to the office, someone who I have tons of respect for, and he happens to also be a speaker and he speaks at events and he gets paid to speak. And while we were sitting there, I kinda smiled and I said, well, I was like, there's two ways to be successful in the speaking world. You get paid to speak, you'd be a celebrity. And I was like, for example, Tony Robbins spoke at our event. He's a celebrity, so we paid him a lot to speak. I don't think I'm allowed to say how much we paid him, but it was multiple six figures. It was a lot. I think we were doing the math and it ended up being like $50,000 an hour that he was on stage at our event or something crazy like that. It's a lot, right? 'Cause he's a celebrity, right? And this guy's like, yeah, well, I could never get paid that much. I'm like, yeah, neither can I. But I said, but there's a second way you can speak, and it's where you speak and then you sell. And I said, you know, Tony Robbins spent X amount of hours on our stage and we paid him a lot for that. But I was like, 3 weeks later, I spoke at Grant Cardone's event, and Grant did not pay me to speak. He did not pay for my flights or my hotels. I covered my flights, I covered my hotels, I did all that kind of stuff. I booked my own travel, for crying out loud. I get there and I stood on stage for 90 minutes, a fraction of the time. I did my presentation, I sold my product, and I think when all was said and done, I think when all the checks cleared It was like $850,000 that we made from that presentation. And I was like, so you can be famous and make blah, or you can learn how to sell and, you know, like I got paid 4 times what Tony Robbins got paid, not because, you know, and the only reason is because like I know how to sell, right? And so I share this story with this guy and if someone told me that, right, like, Hey Russell, you made almost $1 million in less than an hour, I would've been like, what? What did you do? Explain to me, give me that information, I need to know that, right? And I tell him, this guy, and he's like, wow, cool, and then he changed the subject. I was like, he did not hear my message, he did not, well, we talked about it before, my sheep will hear my voice. Some of you guys when I tell you that, you're like, holy crap, I've gotta learn that, I've gotta master that skill. The first time I saw someone on stage and they sold and they did $100 grand in 90 minutes, And I was just like, I have to learn that. Like, I don't know what that was, but whatever that was, I have to figure out that skillset because that is something I want to do. Like, I need that, right? And so the same truth, your guys' message, like it's okay to be aggressive and you're gonna turn off some people, but your sheep, your people, your whatever you wanna call 'em, will hear your voice and they will follow you. And it's the key. And so don't be afraid of being aggressive. If you truly believe in what you have, you have a moral obligation to share it with Everybody in any way possible. And if you don't believe what you're selling, you gotta find something else to sell, or you gotta change your belief patterns. 'Cause if you don't believe in it, there's no way someone's gonna give you money. 'Cause their belief in giving you money is based on your belief in the thing that you're talking about. And the more powerful your belief is, the easier it'll be to get them to believe as well. So that's what you got, guys. It's okay to be aggressive. You gotta get 'em to believe. With that said, I am about to go. I'm starting my juice fast today. Steven just showed up on his motorcycle. He's got a backpack full of juice. Oh man. He's got a t-shirt that says, "You're just one photo away." Well, I'm gonna go get some juice and I'm gonna go get started 'cause I haven't eaten yet today. In fact, I'm not eating for the next 4 days. I'm on a juice fast. So that's what happens when you binge all week, all spring break long. Anyway, that's all I got you guys. I'm outta here. Have a great day. We'll talk to you guys soon. Thanks so much for listening. We hope you enjoyed the behind-the-scenes look at our funnel hacking project. You can also watch the Funnel Hacker online reality show and watch us build and launch 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 episodes preloaded at marketinginyourcar.com. Join us next time and remember, you're just one funnel away from your dreams.