Prolific And Specific

Hey everyone, this is Russell Brunson. It's 6 in the morning, it's snowing outside, and I want to welcome you guys to an awesome Marketing in Your Car. Welcome to the Marketing in Your Car podcast, where you can increase your traffic, conversions, and sales in just 10 minutes a day. And now, here's your host, Russell Brunson. Hey everyone, so I hope that you are listening to this at a time that's warm and a normal hour, because right now I'm recording this at a not normal hour and it's snowing outside and it's freezing, but I'm here because today we have our event. So I'm excited. We, as those who have been following us for any amount of time, you know, we do, we have an Inner Circle mastermind group and we have an Ignite coaching program. And 3 times a year we get together and we hang out and we talk about cool stuff. And today is that day. So I was up late working on stuff, getting everything ready, and up early because I was nervous and excited. I'm gonna have a chance today to meet a bunch of our students I've been working with for 6 to 8 months or so that I've never met face to face, and that just always gets me excited. So anyway, I'm anxious and nervous and excited and everything all wrapped into one. It's gonna be a ton of fun. So I'm driving right now to the hotel, or excuse me, not even hotel, to the event center where we're gonna be at, and I'm just praying that I don't slide off the road and die, 'cause it's like really, really icy out here and wet. So this podcast could also be my last one my last will and testament if I die. If I do, my wife gets everything and my kids, they're awesome. So, alright, so what I wanted to talk to you guys about today, just a couple random things more so than anything, 'cause there's some stuff that's been on my mind that I think is pretty cool and I don't have any other format to share stuff like that, so here you are, you guys get to hear it. First thing I want to talk about was for yourself, How much are you— all of us in our businesses are focused on growing and what we can do and all that kind of stuff, but my first question for you is what are you guys giving back? I know some people who listen to this give back a ton and some people don't do anything. I had a really cool experience yesterday. There's a little handicapped boy that goes to church with me. I talked about him on other podcasts. His name is Jesse. He's one of the neatest people in the world. He gets $20 a week from the state for food for things like that and to survive. And anyway, so Sunday we took him to church. We are— everyone kind of takes turns picking him up and taking him. So I took him— we took him on Sunday, and we got there, and as soon as we sit down in our, you know, in the seats, he pulls his wallet out of his thing and he gets out his tithing, which is 10%, right? So of his $20, he pulls out $2. And then in our church, there's a couple other funds. There's one that's called the fast offering fund, which is money that goes towards people who are less fortunate unfortunate, helps feed them and things like that. And so then he put $5 into the fast offering fund, which was 1/4 of the money that he gets to survive each week. And then there's a missionary fund where he helps missionaries to be able to support themselves and things like that. He put $2 in the missionary fund. So what's that? 5, 6, 7, 8, 9. So almost 50% of his income he gave back. And he was so excited to do it. You should have seen him. He was jumping around and so excited and so grateful that he had a chance to give to those who are less fortunate than him. This guy makes $20 a week. That's it. He struggles to walk and to talk and to all these type of things. I just look at how many excuses that a lot of us have of like, oh, especially like as your business grows. I still complain about the government because they're a bunch of punks and they're taking half my money. That's always frustrating. I try never to complain about church because we pay, you know, 10% of our income to the church. That number gets bigger and bigger and bigger, and I hear people who struggle about that and like whine and complain and like, "It's not fair, that's my money," you know, things like that, and it drives me crazy. And I look at someone like Jesse who literally gives everything, 100% almost of what he has. You know, he keeps the last 60% so he can buy his food for the week, but everything else he's given to the Lord. And I saw that was a really neat thing. I look at some of my friends in this business, one of them that always inspires me is Stu McLaren and his wife Amy. His whole mission of his business is not to make a ton of money, it's to be able to serve people and help people. They've built this charity out in Kenya and we had a chance to go out to Kenya a couple of years ago with them and it's just inspiring to see people who are using their what they're doing to help others as opposed to just helping themselves all the time. Anyway, that is lesson number 1 for y'all today. Some other stuff. Here's another one I was thinking about. The workshop today is called The Perfect Webinar. It's funny, I've been doing some version of webinars or teleseminars for over 10 years now. I remember when I first started doing them, I would go and— I remember the very first one. I was actually at an Armor Moran seminar. I signed up, I paid $2,000 I think for the seminar. I was so excited, my first internet marketing seminar. And I was gonna go meet internet marketing people, which I was really excited about. So I'm at this event and I'm learning all this stuff, you know, and the first speaker gets up and he starts speaking and at the end of his presentation, he like closes, right? He tells people to run to the back of the room and go buy his thing and I look and I see people running to the back of the room and I had never seen that before. I'm just like doing the math, I'm like, I think the guy was selling a $2,000 package, I'm like doing the math, 2, 4, 6, 8, I'm like, that guy made $40,000 right there, you know? Next speaker gets up, does the same thing, boom, and he's selling like a $5,000 package. I'm doing 5, 10, 15, 20, I'm like, oh, that guy made 90 grand. In an hour, you know, next thing he gets up and after like 3 days of watching this, shy little Russell who didn't dare to talk to anyone, who loved my internet business so I could hide behind a computer, was like, I gotta learn how to do what these guys are doing 'cause I wanna be able to do that, right? And so started being on this quest, this 10-year quest to figure out how in the world to sell from stage. And I remember the first couple times I would do it, it would be so embarrassing. I'd go and I'd try to mimic what people were doing and I'd go and I'd do my pitch and like crickets at the end. Nobody would budge and I'd be standing there standing there at the front and it'd be so awkward and like I literally would go up to my hotel room and shut the door and just like hide in there 'cause I'd be so embarrassed. I mean seriously, there'd be events where I'd spend like 3 days at the event hiding in the hotel room 'cause my stage pitch bombed and I was too embarrassed to see the promoters or other attendees or anyone. I was just like, anyway, I'd just be all like embarrassed and hide up there. So this is me 10 years ago and so this should give you guys comfort for those of you guys who who are nervous to do this kind of thing, because I was scared out of my wits. But I kept seeing people do it, and I'm like, "God, I gotta figure this out. They can't be that much smarter than me." And so I started studying, and I went through like 10 or 12 different public speaking courses. I went to Dan Kennedy's and Bill Glazer's and Armand Moran's and just on and on. And each time I learned little pieces and little nuggets that get me closer and closer to having like the perfect webinar. Anyway, I kept doing that for over 10 years now, just getting that webinar better and better and better. And a little while ago, I put together kind of a template for what I call the perfect webinar. And, sorry guys, I'm stuck behind a bus right now in the middle of an intersection. So if I get T-boned, you guys will know about it first. Crap, I can't even get around this guy. This is kind of awkward. Anyway, oh now he's moving. Okay, so I put together this template called The Perfect Webinar and it was basically all the pieces I learned, I tried to sketch them out in one cool spot. And I think in the future I'm gonna just give that out, I think I'm gonna do a free plus shipping offer on it. So in the future if you go to, I think I own perfectwebinar.com or theperfectwebinar.com, I'm not sure. It's not there today, but in the future it'll be there, I'll give away the template for free. But it's basically all these pieces put together into like a really cool finite template. That you can use and you just kinda plug in the pieces. And so after I built that, the first presentation I did was one called High Ticket Secrets. I went and I created the whole thing and launched it. We did like, I don't know, 70 or 80 grand from webinars. Like, that's not too bad. And then of course, stupid Russell, when things work I just forget about them sometimes and don't do them. And then I had some coaching clients who came through who I knew that like, for what they were doing, wanting, so I'm like, you guys need this. You need to use the webinar script. So I gave them the script and trained them, coached them on it. And person after person after person we gave it to just boom, knocked it out of the park, boom, knocked it out of the park, and just kept happening over and over again. I'm like, this thing's really good, like, this is one of the best little pieces of paper I've ever put together. And then about 3 or 4 months ago, I had to do a webinar. We'd actually, it's kind of a funny backstory that I'll share with you guys because you are marketing your car fans and you guys are hanging out with me all the time, so nobody else really knows this, When we launched ClickFunnels initially, it was a smashing failure. He doesn't say smashing success. No, like we launched it and I was like, and it shocked me how few people signed up. I mean, we got people in there, but I was just like, I was, you know, my goal is like we need at least 10,000 people. And I think from the entire launch we got about 1,000. And I was just like, are you kidding me? Like, oh, just like sick to my stomach. You know, spent $1 million on a program you wanted to work, you know. And so we're all frustrated and then Like a month later, Mike Filsaime's like, I want you to come to my event and you gotta sell ClickFunnels. And I was like, right now ClickFunnels is a dollar, you know, a free trial, like how am I gonna sell it? And I was like, we gotta package this thing up. And so 2 days before the event, literally, I'm like, okay, well I gotta start on a presentation. And so pulled out the Perfect Webinar script and I just followed it to a T. I was like, you know what, this is 10 years of work, I'm not gonna try to, I'm too tired and too worn out to try to reinvent this thing. So I just took the Perfect Webinar, started, Are you kidding me? This guy's not gonna let me over. What a punk. Trying to get on the freeway entrance and this guy wouldn't let me over. Alright, so I took that, spent 2 days going through and plugging in the PowerPoint slides, making it simple, following my script to a T. 2 days later, got to San Diego for Phil Simms' event, stood up on stage, never given this presentation before, super nervous, got up there, did it, and closed 34% of the room. I was like, dang, I've never closed 34% of the room before. So I went home, we started doing webinars, and it's funny that we did the first webinar, it was like on a Thursday morning, and we did $30,000 in sales. I was like, that's not too bad, but I thought we'd do better. And I had another webinar 4 hours later, so I went through all the questions that people had asked me during the webinar, and I was like, okay, these are all the sticking points that I'm not explaining things well enough. So I went back and we tweaked things, tweaked things, and got it better and better, and then 4 hours later, did the webinar again, same size audience, same everything, almost identical demographic, and did $120,000 in sales. I was like, dang, this keeps working better and better. I did that webinar 4 or 5 times and we ended up doing, I think, about $1 million the first 3 weeks doing that webinar. And then what was cool was Dan Kennedy's company, GKIC, asked me to come speak at their event. So I went out there and did it. And same presentation, we closed 49% of the room. Almost 50%. One more dude and I would have tipped it over and had half the room buy. But anyway, I was so proud of it. I couldn't believe that worked. And so anyway, I came back and said, you know what, this whole perfect webinar idea, we need to focus more on it. So that's what's happening the next 2 days here. Everyone in my high-end coaching program is coming in for 2 days. We're gonna build out perfect webinars. And the webinar's, you know, 50% is the script and 50% is the sequence. And so today we're gonna be doing script and tomorrow we're doing sequencing. And what's cool is that this event, this is like I'm most nervous about, is I'm gonna go on stage right after lunchtime and I've got about 900 people registered for a webinar today. And I'm gonna stand up on stage live in front of everyone and do the webinar with a whole audience listening in and I'm either gonna bomb and make no money or I'm gonna crush it and make a bunch of money in front of everybody. Anyway, I'm nervous but you guys just see what I'm saying so I'm gonna have 100 people in my audience here in Boise watching me and I'm gonna step on stage for 90 minutes and do my pitch and I'm gonna hopefully if I don't screw it up just close a ton of people. So anyway, it's gonna be super fun and nervous. And I'm nervous 'cause like half-time hotel internet doesn't even work so People might not even be able to hear the presentation. I mean, there's so many things that could go wrong, but if it goes right, it's gonna be really, really cool. So we're gonna try it out. And typically when I do things, I like hedging my bets. When I do things that can make me look stupid, I do them in private so that like, if a webinar bombs, nobody knows except for me. But this time, there's everyone here, so what can you do? It's gonna be fun. We'll have a good time with it, right? So I'm hoping you guys will be forgiving if I screw it up. But if I do it correctly and execute it right, I think it'll be a good learning opportunity to have them see how I do it, 'cause it's so much more than just watching a webinar to get it. There's a lot about just the way you present and the way you pitch live. So anyway, it's gonna be fun. So I think kind of the last core thing, and I'm almost at the event center, which is kinda cool. I'm early. I'm never early to these kind of things. My wife would be very proud of me right now. So the last thing that, as I was going through my presentation today and kind of building, or last night I was kind of building my presentation for today, and I've had a lot of people who've gone through the Perfect Webinar script and given it back to me, and the advice I'm about to share with you is important for Perfect Webinars, for video sales, or for any kind of selling that you're gonna do. But they give it to me and they're like, here's my thing, I go through it, I watch it, and I'm like, it's so, the difference between a webinar that makes you $1,000 and one that makes you $1 million is not much. It's a very, very fine line that gets you from one spot to the other. And the thing that I think pushes you over the edge are two things. It's being prolific and being specific. So let me kind of elaborate on that. So the first one is being prolific. This is one that's hard to teach. Like, how do you become prolific? You know, like, you're prolific or you're not. And you gotta think about that, right? Like, how do you become prolific? And with this one guy that I was critiquing, he had this big build about what his big secret thing was. And the secret was like, secret is in the backend. I was like, man, like everyone's secret's the backend. Like, that's not a unique thing, you know? I mean, your secret, your big like reveal can still be the backend, but you gotta call it something different. Like being prolific is like 90% how you name things. Like it can still be the exact same thing everyone else is doing, but just the naming. Like what do you call it? Like if you call it the backend, And everyone else called it backend, it's no longer exciting. I was telling him about, because the thing that he was selling is very similar to something I was selling that we called the Black Box Funnel. And I was like, "What you're doing and I'm doing are very similar." I said, "You called yours the backend, I call mine the Black Box Funnel. Which one sounds more prolific?" Yeah, the Black Box Funnel. He's like, "Well, what is that?" You're very interested and you gotta kind of figure that thing out, right? You can't just answer it in your head. You can't be like, Lots of backend sales. I've listened to 30 webinars where they talk about this. So that's the first piece is being prolific. The second piece is being specific. In this guy's presentation, he kept coming back to like, "Oh yeah, and then you can do Google Ads or Facebook and there's like 5 different kinds of backends. There's this, there's that, there's different things." It was just kind of like there's a whole bunch of things you can do. That's the opposite of what sells. What sells is this is the exact specific thing you have to do to be successful. If you deviate from this one iota, you will fail. Like, you know, that sounds like I'm going over the edge, but that's what sells. Okay, being very, very specific. Again, if you look at the Black Box Funnel, I think the video as of right now is still there. If you go to blackboxfunnel.com, you'll see it. But I have a video there that kind of sells, it's one of our front ends for our coaching program. And I'm very, very specific. Like, this is how you do it. This is what the first page has to look like. Second page has to look like this. This is how the ad has to look like. I'm very specific and I tell them things in absolutes. If you guys watch Star Wars where they say that only Siths deal in absolutes or whatever, but it's very, very true. I'm in the parking garage. You have to be very specific in absolutes. It can't be like, "Oh, there's a bunch of ways to do this, blah, blah, blah." It's gotta be like, "There's only one path." This is what it is, do not deviate from it. 'Cause that's what people respect, that's what gets them to be inspired and to want to give you money is that there's a specific path, you got it, nobody else does. And even if there are other paths, you just don't tell them about it. You tell them about like the path, the specific one that you want them to go on and that's it, okay? Like for example, this whole Perfect Webinar thing, like this is the only path, okay? If you notice that I'm very, very specific, like if you look at the way we're selling this and teaching it, like, These are the slides, this is the order, do not deviate from it or you're gonna screw it up. Like very, very specific, okay? And I think it's kind of prolific too, but we'll leave that for the— we'll find out when this offer goes live and see how it works. But that's kind of the key, guys. When you're making any kind of content or sales presentation, whatever, always think in your head over and over and over again, prolific and specific, prolific and specific. Those are the keys. You can't be unprolific and give you tons of options. If you do, never gonna be successful. Alright, this is a long podcast, guys. We're at almost 18 minutes, but I'm at the event center. I'm gonna go and get things unpacked, get things rockin' and rollin'. But appreciate you guys listenin'. Hope you enjoyed this. If you're not in our inner circle yet, what are you waitin' for? Come on now. There's nobody that gives as much as I do. We not only do events 3 times a year, you also get me live on Voxer, which Voxer is like a walkie-talkie coaching program through the phone, which means you can literally walkie-talkie me I got some guys in our inner circle that walkie-talkie me 3 or 4 times a day asking me questions. There's no one that gives as much as I do, no one that cares as much as I do, and I care about you guys. And so if you're not in our inner circle or Ignite coaching program yet, it's time to do it. What are you waiting for? Just go to ignite.dotcomsecrets.com. That's Ignite, I-G-N-I-T-E, then the little dot, and then spelled out dotcomsecrets.com. You can apply there and you could be hanging out with me at the next event. All right guys, appreciate you, and I'll talk to you soon.