To Those Who See Things Differently…

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. Hey everyone, good morning. Welcome back to Marketing in Your Car. So glad to have you guys here today. It's been a little while. We just got done with our Thanksgiving vacation and instead of doing what normal sane people do and stay home and make turkey, we decided to take our kids on a Disney cruise, which was a lot of fun other than more than half my kids throwing up on the boat, which is a story for a whole other day, but it was awesome. We had a good time and just glad to be back now and getting back to work. Pretty much last night, after spending a week off, I plotted out world domination and I have a blueprint and a game plan and it is insane. Insanely exciting, so I'm excited to get to the office today and start executing on said blueprint because it's gonna be amazing. My goal is to get it all done before the live event, which is 3 months away, which by the way, like last year we were like pushing tickets all the way to like the last week or 2. I think we're gonna sell out today. Today we raised the prices, it's Black Friday today, so today we're raising the prices at midnight and I do not think we'll have enough tickets to keep selling after the price raise, so it may just be sold out today, which is insane, 'cause it's getting bigger every single year, so I'm excited for that. But today what I wanna talk to you guys about Excuse me, I almost did podcasts on the car or on the boat 2 or 3 times but between puking kids and everything else it just never happened. So, been working on my book as you know and I've talked a lot about this. I cannot wait for you guys to read it. It's gonna be awesome. But in the book, one of the things I mention a lot is like how to build a mass following, right? And there's 3 things. The charismatic leader or attractive character, then there's like the future-based vision of where things are going and then there is the new opportunity. I've talked a lot about new opportunity but today I wanna talk about the second piece there, which is like the future vision and stuff like that. Because these are things like, I didn't craft any of these things for me initially, but they've been crafted as we've been growing, and it's been like this fuel for the fire, right? And so a big part I wanna talk about today is just like, is first off identifying exactly who your market is, and then from there, like creating stuff that calls them out, right? And so a couple things like, when we launched ClickFunnels, obviously Funnel Hacker was like what we became known for, That's what it became, right? Our community people became funnel hackers, they identified with that. They get t-shirts that say, I am a funnel hacker, I funnel hack. And it became like a part of this mass movement, right? Which is kinda cool. You know, as we launched the funnel hacking event this year, we came up with the headline, and not a headline, it's more like a rallying call that became the headline. And it's funny because the headline initially, I don't know if I told you this story or not, but it was like, you're one funnel away from becoming rich, you're one funnel away from quitting your job, you're one funnel away from growing your business Next level, whatever, every time we, every variation of that headline was like lame, 'cause I'm like, that's true for like a small percentage of people, but like everyone's different. And then finally like I deleted everything, I was about to start writing again, so I deleted everything, so it just said, you're one funnel away. And I looked at it, I was like, that's it, like that's the rallying call, like that's it. And so like I shifted, if you look at my emails, every email that comes out now, it's like, P.S., don't forget, you're just one funnel away. Headline for the event, you're one funnel away. I started doing these Facebook Lives where it's like the State of the Union address, and I sign off all those, don't forget you're just one funnel away. Drew Canole, my buddy that owns Organifi and Fitlife TV, I initially saw him do this with his movement and I always thought it was so cool and I was always jealous I didn't have one. So now I've got one. So I want you guys to all have one too. But his was, he always says, "Hey, don't forget guys, we're all in this together." And so he gets everyone like, "Hey, yeah, we're all in this together, we're all losing weight together, we're all juicing together." We're all like, it becomes more of a community, like we're all part of this thing, right? That's how Drew did his. And so mine now, this whole like, "Don't forget, you're just one funnel away." Like it gives hope and gives vision and like, It's so inspiring, 'cause you hear that and it's like, even if you fail 10 times, you're like, man, I may have failed 10 times, but I'm just one funnel away. The next funnel's gonna be the one, and it gives you a reason to keep moving forward and keep driving, right? Anyway, so, the ClickFunnels side's been fun, but recently one of my buddies, Darren Stephens, he will be speaking at Funnel Hacking Live, about a year ago actually, he came to me, he's like, I wanna start a supplement company. I was like, ah, I sold my supplement company, not really interested. And I was like, unless it's a nootropic company, 'cause I'm totally obsessed with nootropics and it would be cool to make supplements for entrepreneurs. I'd be totally into that. And I had some other stipulations like I don't actually wanna own the company but I do want royalties on it and stuff like that. And he was cool enough to work, anyway, it worked out good where basically I get to do the cool parts I like to do and he gets to do cool stuff he gets to do. And so we're working through some things and so one of the very first supplements we're gonna do is, it's interesting, it's a supplement I created in the past, it was called Ignite. It was like a, it was actually based on a supplement one of my buddies did a while ago called Fighter Fuel and it was like energy for MMA fighters, which was kinda cool. So we like, we found out Fighter Fuel was, after he had sold a whole bunch of them, was like trademarked. As good entrepreneurs do, we don't check those things out ahead of time. So we had to change the whole thing. So we changed it to Ignite. It was called MMA Ignite. So we went after like the MMA world. But then we found out that like, I thought like MMA would like ignite all the different martial arts. It turns out like it actually offends, not offends them all, but it kinda like, it pushes all your markets away and I'm like crap. Well, maybe we'll call it like Gamer Ignite and go after gamers, and we'll call it CrossFit Ignite and go after CrossFitters. Then we rebranded again and called it CrossFit, or called it just Ignite so we could leave it kinda open. Then it was kinda like this vague thing, and anyway, we never sold any. I have a whole warehouse of it. But ClickFunnels was literally built on Ignite. Everyone, that's how we pulled as many all-nighters as we did. If you go back about 2 years in the podcast when we were launching this puppy, you'll remember my late nights coming home at 4:00 in the morning every single night. But Ignite is what we used to get through. So with Darren I said, hey, how about let's, like Ignite, like I love that supplement, it tastes good, like it's, people love it, we've just never sold it. Like at my live events I give it to people all the time and people are always like trying to order it from us. Like, we don't sell it. Like, but I need it, I'm addicted. So it's always a good problem when people are trying to buy something you're not selling, right? So anyway, we decided for the first supplement for our new company we were going to sell Ignite. And what's kinda cool about it is that we struggled for a long time for the name. Like I wanted a cool, name that would be cool, right? And we couldn't think of a name for it. We tried a whole bunch of names. They were like good names, but nothing that was amazing. And then one night I was watching Limitless, the TV show. It was actually the pilot. And on there he talked about how like when you take NZT, it unlocks your mind. You have unlimited potential. And I was like, what? Unlimited potential, UP, up. And I was like, we should call it UpBrain. And I went and ran upstairs and bought UpBrain, bought every variation of that domain. And so the supplement company's called UpBrain. It's all about unlocking the unlimited potential of your mind, which is kinda cool, right? So that's like the overarching theme of the company, but then each supplement's kinda different. So we had this Ignite thing, and so before that on the cruise, we were kinda finishing the boxing, and I'm like, let's just call it Ignite. I'm like, ah, but like, what is this, an energy drink? So who's it for? Like, it's for everyone? Like, that's the problem with most energy drinks is that they're for everyone, right? They're pre-workouts, they're for bodybuilders, they're, like, there's all sorts of energy drinks, but they're like kinda for everybody. I was like, if we wanna carve out our segment, like we need to like call out our people, right? This goes back to the whole like cult building 101, right? Like we need to call out our people and get them to come to us. And so like, well, who are our people? Initially I was like, it's entrepreneurs, so it's called Ignite: Energy for Entrepreneurs. And I'm like, yeah, but like, it's not just entrepreneurs that take this. Like, in my world it's the entrepreneurs and the intrapreneurs, right? It's the people inside the company who are helping us drive this vision and this mission. And I'm like, who are these Who are our people? If I can't call them out, then how am I supposed to advertise to them? And all of a sudden, like a bolt of lightning, I had inspiration. And it was a quote from Steve Jobs popped into my head. And I'm gonna try to read this quote while I'm driving. I'm at a stop sign right now. So hopefully this won't kill my recording. So let me see if I can record this. Hopefully it'll work. So the quote says, here's to the crazy ones, the misfits, the rebels, the troublemakers, Pegs in square holes. The ones who see things differently. They're not fond of rules and they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. But the only thing you can't do is ignore them because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius because the people who are crazy enough to think that they can change the world are the ones who actually do. Anyway, I think that was Steve Jobs. I said Steve Jobs before, but I was searching for it when I was driving. Some other guy's name came up, so I think it's Steve Jobs. Anyway, I'm quoting Steve Jobs. So what I said, I said, I'm like, that's like my rallying call, that's my people, right? Like that's people I wanna market to. It's not bodybuilders or fitness or anything, it's like, it's the people who are, who, and what came up was people who see things differently. And so like the supplement says Ignite, energy for people who see things differently. And then we've got Steve Jobs' quote on the side, boom, and then every single packet has Steve Jobs' quote on it. And so people say like, yes, that's me, like I see things differently, I'm the rebel, You know, whatever, like that's my people. It's the entrepreneurs, the intrapreneurs, the people who are trying to change the world. Like that's who this supplement's going for. And so that's what we came up with. And then, so then it comes back to like, well, how can I make a t-shirt out of this? Like I need them to be able to like, to self-identify with the movement, right? And so the t-shirt says, I see things differently. Boom. Like, how cool is that? Anyway, like, I cannot wait to have that shirt and wear it and drink the supplement and like all those pieces come together. And so we still don't have like the rallying call, like the, you're one funnel away, or like we're all in this together. That's kind of the next step here in the building of the future vision of this new supplement company. So anyway, I'm excited by it. I hope that you guys are excited too. And just think about the things from your, in your business, because they're the same, right? It's like, how do we build a movement that's bigger than us, right? If you're thinking of your business as a product, like you're gonna become transactional and it's tough. Like it's something where you're constantly like looking for the next kill and looking for the next thing. And you know, I have a lot of friends who that's their businesses and I love them, but man, they're going like, what's the next, you know, it's like eat what you kill. And they live off of that and they die off of that. And I've seen businesses grow and collapse because of that. And you really shift your thinking from like, I'm selling products, transactional things, to I'm building community, a culture, whatever you want to call it. These are some of the elements that come into it where people self-identify with the brand. I told people with ClickFunnels, I don't want people thinking like, oh, ClickFunnels is Russell's business. I want people thinking like, ClickFunnels is our company, this is us. You know what I mean? I want them to be part of it. And that's what makes it cool. I want the same with the supplements. I see things differently, that's why I take these supplements because I'm different. And I want people to identify with that. So anyway, that's kind of, that's kind of, sorry, I'm at a 4-way stop where they're doing construction. That's why I was able to sit there for so long and read my stuff, 'cause, and now I'm going and I'm trying to figure out, they're routing me through a bunch of weird streets. So anyway, hope that helps you just kind of start thinking through those things for your business because with ClickFunnels, a lot of things I did not think of and they luckily, we stumbled upon them and as they happened, we saw such, we saw the impact of them and so we've tried to like engineer those more now that we're thinking through it. And now especially with new companies we work with and people in my inner circle, like those are the things we're talking about. It's like how do we create those things? 'Cause the better you can create those things, the more powerful it will be for you and your community and it'll take your business from being a transactional thing where you're hustling for each deal to something where it's more than that and it becomes part of people's lives. And when that happens, that's when life gets really, really fun. Think about the products and the services that you interact with every day that aren't a product they're part of your life, right? Like for me, ClickFunnels is definitely part of my life. There's supplements I take that are part of my life. There's, you know, my phone is part of my life. There's those things that aren't products for you anymore. Like my iPhone, I don't know if you've had the same issue, but iPhones have been crapping out lately. I thought it was just mine, mine would get to like 30% and then it just dies. And I was like, oh, maybe my phone's dead. And then someone on Facebook posted and like 800 other people were like, it's happened to me too. So apparently it's like, globally, right? I told my wife, I'm like, "Man, I'm so pissed. My phone keeps collapsing. Every time it's like 30%, it dies and I have to reboot it and recharge it. It's a huge nightmare." She's like, "Oh, we should get Samsungs." I'm like, "No, that doesn't make any sense." She's like, "But your phone doesn't work." I'm like, "Yeah, but I'm part of this really cool cult and we all have these phones and it's really cool and I don't know, it's different. It's not transactional at this point." So there you go. Hope you guys get some benefit from this. I'm almost to the office. I'm going to bounce. I will talk to you guys all again soon. Have a great day and remember, 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.funnelhacker.com. 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.