The Backwards Way To Launch A Bestseller Everytime

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, it's Russell Brunson. Welcome to Marketing in Your Car, and guess what? This week, today, I'm actually in my car, which is kind of awesome, 'cause it's been less of that lately. And I'm backing out right now, and I'm driving the Corvette that was the one we showed everyone when we launched the Dream Car Contest. And I'm about probably a week or two away from getting rid of this thing. I'm getting rid of the Corvette and my Lexus that's now smashed 'cause I backed into it with my other car. Yes, I'm a genius. And I'm gonna be finally getting my dream car. It's funny, I've been, my whole life my dream car's been a Jeep, Ever since I was a little kid, I always wanted a Jeep, and for some reason I've never had one. And I always had, like, I've had a Ferrari, I've had a Corvette, I've had all these things, but I don't even like those cars, I always wanted a Jeep. And so all the guys at the office are making fun of me, like, "Dude, you realize that Jeeps aren't that expensive, right?" I was like, "Yeah." They're like, "Why don't you own one?" I'm like, "'Cause I have a Corvette now." They're like, "Well, get rid of it." I'm like, "I guess I could. Why don't I just do that?" Like, seriously. So I'm getting a Jeep. Haha! I'm downgrading in the eyes of some people, but I'm upgrading in my eyes, which is all that really matters when all's said and done. So I'm pretty excited for that. Heading to the office right now. Yesterday was planning out all the presentations, the offers, getting order forms, process flow, speaker lag, all that kind of stuff was yesterday. And today is working on presentations. I got Tuesday, Wednesday, Thursday to get all my presentations done. And then after that, I'm heading to the event. So it's like do or die. But I want to talk about, 'cause I know that some people have voiced concern that my presentations aren't done and the event is happening, and so I want to talk with you guys. I did a podcast on like a year ago called The Fine Art of Procrastination, which is worth listening to. And so this was probably like part 2 of that. And it's just kind of understanding that most people, we spend so much time planning stuff. And there's some law, I think it's, I can't remember if it's Pareto's Law or one of those dudes, but there's a law that basically like however much time you have to get something done, like you will fill that time completely up. Like it just, it always happens. So like if I were to start planning planning these things 6 months ago and start working on presentations, I would still be not getting them done until like right now anyway. So in my philosophy, just like, well, why not just get them done right now and it's better. The other thing is, I don't know about you guys when you do presentations, like, I've had presentations where I've created presentations and I've done the presentation a bunch of times and it's worked and then I don't do it for like 6 months and I come back and I do it, and even though I've done the presentation, I know like, it's not, for some reason like, my mind can't remember like the process and like some of the stories and like all that kind of stuff gets messed up. Where if I'm doing the presentations like right before before it actually happens, then I have a better recall and clarity of what I was doing and why I was doing it and how all the pieces fit together and all that kind of fun stuff. And so, in fact, the fat event we did last week, I was up till 1 o'clock the night before doing my presentations. And so I was all nervous and all those things, but what was nice is I'd gone through it so many times, I knew the process of what I was trying to cover and when and why and how they all fit together. So when I gave it, it was all top of mind. If I was to give the fat event today, I would struggle 'cause it's been a week since I did it and I'd be like, oh wait, no, why did I do that? In that order and it would probably be hard. And so that's the reason why I like to wait till the end because it gives me the ability to like have top of my mind like what I'm doing and why I'm doing it in the order and the structure and all those kind of things. And so anyway, that's kind of what's happening today. So I'm giving you guys all permission, those of you guys who procrastinate. But it comes back to is having like a firm hard deadline. Like I don't know about you guys, but if I don't have like the deadline of this is when this has to happen or else it's never gonna happen. If I don't have those deadlines then nothing ever happens. And so like, that's why I always schedule things like, okay, FAD event happens this day, Funnel Hacking Live starts this day, like product launch is this day, rollout of the MP3 players this day, rollout of the, and so I set these hard deadlines and that way my, I don't know, my mind does not have the ability to keep pushing deadlines further and further away because it's like, well if we don't hit this one then we miss the next one and the next one. In fact, in our office I went and bought this huge calendar Takes up an entire wall for the whole year and what we've been doing is like basically blocking out almost like every single week and in most cases every day inside every single week over the next 12 months. And it's like everything's so tightly fit in there that it's like okay, here's all the stuff that's happening and there's no like, there's no room for deviation now, you know what I mean? Like it's like okay, this is when things are happening and if I miss something then it throws the rest of the year off and so it's like we have to get things done. And so that's kinda how I function is setting the hard deadlines that are immovable and then back, like reverse engineering, like to get that done. Like when do I need to start the core tasks? And then starting those just in time. I remember I took a class in college. It was like a project management class and I did really bad on it. But the teacher was awesome. I remember it was my senior year last semester. And anyway, I was like, I don't know, I was either failing or I was close to failing, but probably closer on the failing side. And I was like not gonna graduate if I didn't pass this class. Annoying class and my teacher was super cool. He came up to me after class, he's like, hey, can I talk to you for a minute? I'm like, yeah. He's like, so what are you doing, like what are your plans after you graduate? I was like, oh well, I've already launched this business, I sell stuff online, I kinda told him I already have 2 employees and I'm just gonna keep growing that. He's like, so you really don't need this engineering stuff, right? I'm like, not even a little bit. He's like, alright cool, how about this, I'll give you a C. I'm like, yeah! Are you serious? He's like, yep. I'm like, dude, I love you, thank you! And so he gave me a C and it was like the greatest gift that somebody could've ever given me. They've ever given me. I don't remember the teacher's name or anything, but if I ever see him again, I'll be like, dude, thank you for that C. But anyway, I did learn something in that class, which is why I deserve the C, 'cause I had retention up to this day. So in that class, he talked about, well, probably a lot of stuff. Only thing I remember was a concept of like just-in-time production, where people get things done just in time. And I guess that doesn't really warrant me getting a C. I don't even know what that really means, other than in my mind, it was always like, okay, I'm gonna get things just in time. I'm not gonna try to like have things done a month or a week or 6 months early, 'cause if I do, Again, I'm gonna stress about it, it's not gonna be right, I'm gonna keep pushing and I'll waste so much time. So for me, if I compress those timelines, I get 10 times as much stuff done and sometimes things aren't perfect when I roll 'em out, but that's okay because I have time to perfect 'em over time. But I do not have time to, over time, to launch it and get it out the door because then it'll just never actually get done. So for those of you guys who get stuck in that, what they call analysis paralysis, in that mode of like, like trying to make things perfect before you roll it out, what I'd highly recommend doing for you is finding a business partner who just likes to sell stuff. There's something magic about salespeople. Like me, for example. Not that I'm that cool, but I love to sell stuff and I wanna sell stuff fast before it's even ready. In fact, Stephen Larsen yesterday was like, dude, you sell all this stuff before you ever create it. And I was like, yes. He's like, I can't, like, he's like, how do you, like, Why do you do that? And I was like, well, because first off, if I sell it and nobody buys it, I don't wanna create it. And second off, by me selling it, I say things about what it's gonna be, and I have to then hold myself accountable to that. So when I create the product, it's gotta fulfill on these different promises. And so if I don't, if I just, a lot of people create the product first. I remember when I first learned copywriting, they used to tell me that before you create the product, write the sales letter. Because otherwise you're gonna be like, oh, my product doesn't do that, doesn't do that, doesn't do that. So your sales letter gets worse and worse and worse. Instead, write the sales letter first, make all the promises you want, and then say, okay, how can I make my product fulfill these promises. And that's a better way to sell. The other way around is backwards and doesn't really work. And so, the key is going out there and selling. So I'm saying find a good salesperson to go and take it. I've got by far the most amazing partners on planet Earth with ClickFunnels. And we've joked about this before, if it wasn't for me, like, I wanna sell this, they would probably still be programming it because there's so much they wanna do. But I'm like, no, we gotta sell it. So I'm selling and then they're developing and we sold it. And the first version of ClickFunnels, guess what? It wasn't that good, but it got better. Then the next person wasn't quite as good, but they got better and it got better. It's just this continual progression. But the progression is much easier to do when you got cash in the bank from you selling the thing. That's kind of the moral of today's story, I think. In this situation, if you're that person, find somebody who's just gonna go and sell for you. I was talking to Dean Graziosi yesterday, He was doing an infomercial, so he filmed the infomercial, you know, got a book, had the COVID on it with blank pages inside, and did the whole infomercial showing the book. They launched the infomercial and saw what the numbers were. The numbers came back really, really good, so he said, okay, cool, numbers are good, now I'm gonna go back and actually write the book. So he spent the next 6 months writing the book. And then the infomercial didn't work, so then he went and retweaked it, and this time he brought Larry King on the infomercial, launched it there, Did good, but the book still wasn't finished, but he just tested it, refunded everyone who bought, but just like to see the numbers, and now he's getting ready to finalize it, and what's cool, this is like cool, this is a huge honor for me, so he did the first version with Larry King, they test it, worked good, and then like a month, 2 months later, I was out at the 100K meeting, and if you guys listened to episodes, I think it's 300 through 302, I shared my presentation from the 100K meeting, where I talked about epiphany bridges and belief and story and all that, all that really cool stuff. And Dean, it's his event, so he was there and he was like, this is awesome. So then he messaged me yesterday and said, hey, just so you know, after your thing, he's like, I had some big ahas that I forgot about. He's like, things that I used to do in my old shows that I didn't do. He says, I actually hired Larry King, flew him back out here, and we refilmed the intro. And I'm like, really? I'm like, can I see it? So he sent me the link yesterday to the infomercial. So I was watching it, right? So I'm watching it and at minute 2:20, he actually said the word epiphany. And I stood up clapping, I was like, Oh, like, not only is he using the epiphany bridge, he actually said the word epiphany, and I was freaking out and so excited, and it was insane. So, and then I asked him, I'm like, hey man, like, so, you know, when in your schedule could we block out to do my infomercial for my book? And he was like, hey, we could do it blah, and gave me a date, which is insane, and it's way sooner than I thought. So, I may have an Expert Secrets infomercial in my near future. I'm so excited. So, we'll see, I'll keep you guys in the loop as that goes forward. How cool would that be? Alright, with that said, I'm gonna go inside, get some PowerPoint presentations done. Appreciate you all, see most of you guys at Funnel Hacking Live, and remember you guys, you're just one funnel away. Thanks 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 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.