Unleashing Change With Transformative Strategies for Marketing and Personal Growth

What's up everybody, this is Russell Brunson and welcome back to the Marketing Secrets Podcast. This is the third in our series of Funnel Hacking Live preview shows. I've got 3 more amazing speakers who are here today to light you on fire to change your life. This episode's theme is all about when it's time to wake up and to make a change. And at Funnel Hacking Live, as you guys know, half of it is a marketing event, half of it is a personal development event. I remember people always tell me, I come for marketing advice, how to build funnels, how to drive traffic, and I leave with my entire life changed. I have people all the time like, when was the last time you cried at a marketing event? Well, you always do at Funnel Hacking Live because I bring the top personal development experts on the planet to not only teach you information, but to give you a transformation, and that's the goal of Funnel Hacking Live every single year. You may or may not know this right now, we have a very special offer. Funnel Hacking Live International's coming up in September. This is the first time Funnel Hacking Live's ever been virtual, and so because of that, to celebrate it, we're doing a very special offer for all the listeners here on the podcast, 'cause I wanna make sure you come and you attend. This is what we're gonna do. Literally, if you go to funnelhackinglive.com right now, this offer's gonna be pulled here pretty soon, but right now it's live. You go there and you can see who's speaking and get excited about the entire thing and then you go to the order form and you put your credit card in and guess what? We literally will not bill you anything, okay? And then you come to the event, you experience all 3.5 days of Funnel Hacking Live and then when the event's over, if you loved it, let us know and we'll bill your credit card. And if you're like, that was horrible, Russell, that was boring, that was not fun, it didn't change my life, let us know and we won't bill you for anything. Like, that's the game that we're gonna play 'cause I wanna make sure you guys get there. I call this an invisible funnel. This is a strategy that we talked about in the very first ever DotCom Secrets book. I pulled it out of version 2, so a lot of people don't know about it. But it's a powerful way to get people to come to events, and it's my way to get you to come to this event, and you are gonna love it. So if you wanna experience the entire show, go to funnelhackinglive.com and go put your credit card in and come show up and let us serve you, and then when it's done, let us know if it's worth it. It's like going to a restaurant, right? You sit down, they feed you, and at the end the server's like, so was the food worth it? And you're like, yeah, then you pay. If you're like, nah, it was not okay, then you don't have to pay. Same thing we're doing here, and I hope you enjoy it. Alright, so let me tell you who the 3 preview speakers we have on today's podcast episode. You're gonna love them. Number 1, is Annie Grace. Annie's someone who came to Funnel Hacking Live a couple years ago and it completely radically transformed her life. She's gonna tell that story. She's one of the people I, in our community, I've gotten really, really close with because she's just brilliant. Her company helps people overcome alcohol addiction, not through traditional means, but through their mind, their psychology, like understanding the subconscious mind, a whole bunch of other stuff, and like, I just, I'm fascinated by her and what she does in her business, and so she's gonna be coming and she's gonna talk about that transformation and then share with you guys what she'll be sharing at this year's Funnel Hacking Live. You're gonna love Annie, she's amazing. Number 2 is Anthony Trucks. Anthony's one of my favorite speakers ever spoken at Funnel Hacking Live. He was back by popular demand, people loved him, asked for him back. Anthony's gonna teach you guys how to have a huge identity shift, right? Change rarely happens like, oh, I learned the extra tactic I missed, or I can't figure, like, it's usually like an identity problem. If you're not able to be an entrepreneur or be successful in whatever you're trying to be in life, it's probably 'cause you have the wrong identity. And Anthony is gonna teach you how to transition your identity to the correct identity you need to be successful. It's one of the most powerful things in the world, and so he's gonna spend 15 minutes with you guys today on this episode going deep into that, and then at Funnel Hacking Live, you're gonna have a chance to spend like an hour with him going deep, which will be amazing. And then the last guest speaker you hear from today is Mr. Garrett J. White. Garrett's the only speaker besides me who's spoken at every Funnel Hacking Live. He always brings some fire, and you will feel it here in this episode. He got really passionate and got really excited, and you guys are gonna enjoy hearing from Garrett. This year's gonna be different at Funnel Hacking Live. In the past, we always talk about, I would say, more personal development type things, more mindset, more how to have it all in your life. This year, I asked him if he'd come and speak more tactically. He's gonna be teaching a really cool session on strategic seduction, like the things you do with your clients prior to ever asking them to buy something. And I had a chance to watch him train on this with his warriors, and it's one of the coolest, most powerful things in the world. When you guys understand and master this, it'll make all your funnels change. It changes from, I got a 3% conversion rate, to like, I got a 30%. By understanding and mastering strategic seduction. So Garrett's gonna talk about that, share some information about that here, and then hopefully inspire you guys to make sure you get your tickets at funnelhackinglive.com. So that said, I'm gonna pass it over right now to Annie, Anthony, and Garrett J. White. In the last decade, I went from being a startup entrepreneur to selling over $1 billion of my own products and services online. This show's gonna show you how to start, grow, and scale a business online. My name is Russell Brunson, and welcome to the Marketing Secrets Podcast. What's up everybody, this is Russell, I rhyme with funnel. So excited to be hanging out with you guys today. Okay, so I wanna introduce who our next speaker is gonna be at this year's Funnel Hacking Live, and somebody who I met actually, she came to a Funnel Hacking Live, had a chance to speak, and I met her a couple weeks later in her circle. She joined her circle and they've been hanging out there now for the last few years. Someone I have a ton of respect for, and someone who I, I mean, I talk to her almost every single day. She's someone I respect, I have tons of respect for what she's doing. Her work, her mission, and it's really, really cool. Some of you guys have heard me talk about her in the past because she's spoken at other Funnel Hacking Lives in the past, but she's someone who basically went through her own journey of like overcoming alcohol and things like that, and then turned that into a mission, and now she's helped tens of thousands of families all around the world overcome this. She's built a movement, she's built just an amazing business and a brand, and she's changing so many people's lives around the world. And so with that said, I'm so excited to introduce our next Speaker at Funnel Hacking Live International, Annie Grace. Come on down. Hey Annie, how you doing?

Oh, I'm so good. I'm so happy to be here. This is awesome.

We were hanging out like 5 minutes ago in Mexico and now we're here hanging out back at our houses. So I'm glad you made it home safely.

It's just awesome.

So when was the very first Funnel Hacking Live you ever went to, by the way? I'm trying to remember exactly what year it was.

What's the coolest thing about speaking at Funnel Hacking Live is that like this event legitimately changed the course of my life. So, I was 7 months pregnant. I was, you know, didn't have enough money to get airline tickets to go. It was, I live in Denver. It was in Dallas. So, it was 2017. And I remember going to like driving 7 months pregnant, being so uncomfortable in the car. And then I walk in the room and Russell, you get on stage. And I just thought like, wow, it was within 1 hour of the first presentation you gave. And I remember thinking about the fact that like I had been in corporate for a long time. So, I'd been like in corporate and I'd reported to these high-level corporate executives and I'd always get pretty burned out because it was like, I can't learn anything else from this person. And so, you know, actually interestingly, who you're learning from is such a high indicator of like your personal, like motivation in the world. And so, I get burned out, I get burned out and you walked on stage and I thought, the thought that entered my mind was like, this man is never gonna stop. There's never gonna be a point at which like I can't continue to learn from him. And so I actually, it was right during a break. I did not have a ClickFunnels account. It would've been, you'd been on stage for an hour. I was in line behind Kaylin Poulin and she was really interested. She didn't have any babies yet, but she was like, oh my gosh, you're pregnant and you're here. This is so cool. You're doing all the things. And I was like, yeah. And she was in the Inner Circle. And so I was like, hey, so what's the Inner Circle like? And I remember we put it on, split it between two credit cards and just like have done what Russell says for the entirety of the last, what has it been now? I guess 7, 8 years, 9 years, something crazy since 2017. Well, I know my daughter's 7, so that's how we know. So it's been 7 years and the event, I mean, legitimately changed the course of my life. Like, because I'm so passionate about what I do, but you, you're the one who taught me how to reach the people who need to hear it.

It's so cool. So for people who are out there, because I think a lot of people watching this, that's the situation that they've got something they're passionate about, something they believe in, something that's changed their life. They think they can change other people's lives with it. I'm curious for you to tell— I'd love for you to tell your story about just kind of before Funnel Hacking Live, what you were trying to do, and then after you came and attended, like what was the thing that happened on the backside of it?

So I help people stop drinking and really get out of their own ways with like habits, behaviors, addictions that hold them back. So I've also written a book about nicotine, but it's like where we're in our own way, right? And I remember before Funnel Hacking Live, I won't name any names, but I'd done like, I'd invested in 4 or 5 different sort of courses. And so one was like a 5-day video course. And then this other one was like this webinar that was not the perfect webinar that I was trying to do. And I remember trying to piece these things together and it was like crickets over and over. It was just crickets. And then I was trying to, you know, blog and that was crickets. And it was so frustrating because I had this thing that I like, the people who read my book were like, this changed everything for me. You know, I had kids coming up to me telling me that all of a sudden they got their mom back because their mom had been, you know, just so deep in the bottle, really similar to my own story. And And I was just at this place where I could not reach the people. And I remember at Funnel Hacking Live that presentation, and I know that you probably get bored of yourself, but the frameworks that you've brought into the world by thinking through how people create movements, how people create action, how people get belief, is it's how you've distilled it down into something that is like, people who just don't know what we're doing can do, it's unbelievable. And I remember you were up there and you were talking about just basic stuff now, but they were mind-blowing to me then. The epiphany bridge, the perfect webinar, these different scripts. And when I started to use those in my business, I mean, it's been phenomenal. Like my book has now sold over like 1.2 million copies, I think, as of right now. Writing my 5th book. I've been— we were talking a few weeks ago because I was at 30 Rock because I was at NBC talking about how to talk to your kids about alcohol. I've been on Good Morning America 4 times. I've been in Forbes, People Magazine, Rolling Stone Magazine. Like everything has just exploded because we all have such important medicine inside of us. But what you do for us, Russell, is you teach us. And I think Funnel Hacking Live is like one of the best places that you teach us this is you teach us how to get that medicine in the hands of the people who need it. And it's just such a gift. And it's like, I mean, it's been such a wild ride.

It's so cool. Oh, you're the coolest. I love what you've done on this. I've seen like the ripple effect of like your message, how many people's lives and then their lives and their families. Like, it's, yeah, the reason why I love this business so much is like, I see how like one person can change an army and change, you know, change the world for so many people. And like, you're one of my favorite examples of that because you've done such a great job with it. And now, like you said, you dealt with alcohol, now you guys are doing nicotine and other addictions and like that ripple effects keep growing and growing. And anyway, so cool, so cool. So, this year's Funnel Hacking Live, what are you planning to talk about? I don't want to ruin the surprise, but any updates or any info you want to tell people about what you're going to be talking about this year?

Well, so I have like one issue with what you do. This idea of a funnel, I've been so frustrated with this idea that like there's so many people left out of the funnel, right? There's so many people left out that like I can't reach. And I remember that I would be so frustrated. I'd be like, okay, for every, you know, even if 100 people buy a book, not everybody finishes the book, right? And for sure, if 100 people come to your website, like not everybody gives you their email address and then you can't help the people you can't reach. And I think that's one of the coolest things about like this event is there's so many different ways where we can actually get more people in the funnel that we can actually help, that we can actually give the medicine to, that we can actually, actually reach. But this idea of a funnel is one of the things that it just has kept me up at night because I'm like, there's people outside the funnel. And I shared this with you a few years ago, but I was like, I think there's a way to like actually think about the funnel differently to where it solves that problem for me. And I've been able to sleep since this. So I'm gonna be talking about that, the answer to the funnel problem.

The first time you told me this, I got chills. I was like, "Oh my gosh, this is the coolest thing in the world." So, I love it. Anyway, I'm so excited to share it with everybody because, yeah, I think all of us, like, we've got a mission, we're trying to change the world and it can be frustrating. You're just like, "What is happening?" You know, like, we've got all these people and there's less people, less people. It's like, "I want to change everyone's life." And so, yeah, I'm so excited for you to share that. So, for all of you guys who don't have your tickets yet, you got to come and hang out with me and with Annie and we're going to go deep in some really cool things. I think it's going to change your life.

Forever.

Now, I do know, I heard rumor, let me know if it's true or not, that you've got a speaker bonus that you're willing to put out there for those who are going to be coming to the event, right? And this is different, like, a lot of speakers are giving like very marketing-specific, but what is it you're planning on allowing people to have access to if they get their tickets to Funnel Hacking Live right now?

So, it's been really cool. Like, again, I was in New York talking on NBC Daily and all these TV shows about this because this is such a big topic right now. So, I actually have a course, it's a paid course about how to talk to your kids about alcohol. And it's really really about how to have these foundational conversations with your children that are like, can change the trajectory of their lives forever. Like, imagine if your kids were to go away to college and they were to be equipped with this knowledge, both neuroscientific knowledge, but also just knowing that you've got their back. And, this course has been monumental for parents all over the world. And, it's been really incredible too because, again, it is the hot topic. I've literally been on TV about it 5 times recently within the last 6 weeks because people want this so badly. They want to know. We feel ill-equipped to talk to our children about alcohol in this day and age when drinking is what the majority of people do. So I'm including that as my speaker bonus because from my heart to yours, especially if you're parents or even if you have nieces and nephews, I think that knowing these skills about how to talk to your kids is just it can change everything for the next generation.

Yeah, that's so cool. I'm actually— I messaged Colette before this. I told her what year we're going to give, and she's like all excited for me and her both go through it because we got 5 kids and 3 of them now are teenagers and they're dealing with these same questions and issues and problems. And we're like, we don't know what to do because we're just like, you know, so I'm super grateful for that personally as well. So anyway, Annie, I'm pumped to have you. First, I've always had fun hanging out with you, but excited to have you sharing your brilliance with our audience. Once again. And I'm just curious for anyone who's like on the fence thinking about coming or not, because, you know, there's a million reasons why someone might not want to come to FHL. What would be your suggestion? What would your feedback for those people who are just like, "Ah, should I do it or should I not do it?" What would you let them know?

No, I can't even explain how it changed my life. I mean, to be able to, to be around that much belief. You joke sometimes, Russell, that like your job is like Chief Belief Officer. And I think that's so true. I think that's what you do for so many of us is just like show us the things that seem easy to you seem impossible for us, right? Like making that first sale or making that 10th sale or getting over the hurdle. And I remember years ago, you and I were talking about how so much of your mission was to like liberate and educate. And I was like, well, that's what you actually do, charities aside. And I know you give so much to these charities, but you really liberated me by educating me from sort of the financial scarcity so that I could just pour all of myself into doing this. And all of that started at Funnel Hacking Live. And y'all, I had every excuse in the book. I was 7 months pregnant. I had to drive 'cause I couldn't afford the airline tickets. My husband was like, who is this 12-year-old? I don't know who he is and I'm not. So I had the resistance in that. And then, you know, of course Brian's super bought in now, but I had all the resistance and I just had a knowing that it's where I needed to be. And I followed that knowing. So, you know, if you have some medicine that you have for the world, this is the place you need to go to figure out how to get it to the people who need you.

So cool. So come to Funnel Hacking Live, 79 days away. You have a chance to meet Annie and me and hang out, and it's going to be a lot of fun. So, Annie, thank you so much for everything. And thank you for changing the world, for taking your medicine, your ideas, your things, and literally changing millions of people's lives. Like, nothing is more fulfilling for me on this side than to see you and people like you who are taking the stuff and actually using it for good and using it to to change humanity. And I love your mission. I'm so grateful for you. So thank you for being here. For everyone else, now is time to get your tickets. Go to funnelhackinglive.com. So thank you, Annie. I appreciate you. And thank you, everybody else. And we'll see you guys in 79 days at Funnel Hacking Live. Thanks so much, guys. I'm pumped to introduce our next speaker. This is someone who— he spoke at Funnel Hacking Live. It was the year of the pandemic. We first came back. And he's someone I've been friends with. In fact, I met him originally at a mastermind. We were in Brendon Burchard's mastermind group. We met in a whole bunch of weird places with Brendon. We were like, we were out, I don't even know, someplace riding horses and doing some crazy stuff. And we met there originally. And then we had another mastermind together in Puerto Rico. We hung out there. I was like, I love this guy. Every single time I hear him talk, I just love his mind, how he works, how he thinks. And so after the pandemic, we had him come to speak at Funnel Hacking Live. And it was insane. One of the best presentations I've ever seen. And we had so many who asked, like, to have him to come back, like, bring him back. And so for this year's Funnel Hacks Live International, for you guys and for me and for our entire team, we're so excited to have back Mr. Anthony Trucks. Anthony, how you doing, man?

I'm doing well, man. That video got me all hyped up, dude. I'm over here, like, in my house by myself, all geeked. This is going to be a blast.

It's going to be so much fun, man. So first off, I'm so excited to have you back. Thank you so much for agreeing and coming back and serving my people. Like, Means the world to me to have you come in and help these guys.

Yeah.

Now, before we dive into kind of what you're talking about, like, we tell people some of your backstory, like how you got to where you are today so they can understand if they don't know you yet, they can be introduced to you and how cool you are.

Yeah, it was an accident, man. Sometimes it happens like that. I believe, like, I'm a man of God. I believe a lot of cool things happen if you let the plan unfold and don't try to mess the plan up. But I had a weird backstory as a kid, childhood. But then I was introduced to this whole world and I had a lot of things inside of me. And I say this whole world, The idea of taking my story and helping people with it, putting something from my head and my heart out into the world to allow me to impact but also make great income. I was introduced to it accidentally. Somebody put an idea out there, this guy Brendon Burchard, you've already mentioned. And I show up to an event, sat in a seat, and next thing I knew, you know, a couple of years later, I'm on that stage sharing in front of amazing, you know, thousands of people, meeting you. And really what it was, me finding a place where it's a beautiful space of me doing something I love that people love that I do. And so that was kind of how I got introduced to this. And my actual work is in the realm of identity, who you are when you're not thinking about who you are. What I also noticed is a lot of people have great insights, great information, but they don't actually put it into flow because they don't feel like the person to do so. So when I show up to the world, I teach you how to become the person to utilize what you know to get the most out of life.

Yeah, I love that.

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I'm curious for you because obviously you become obsessed with identity and making identity shifts and things like that. But what was— what got you so excited? And I'm sure in times in your life where you had— you felt that change. I'm curious, like, Any of the stories about that that made that such a real passionate topic for you?

Oh yeah, well, when I was 14— I, I was adopted at 14 years old. I was in the foster care system from 3 until the age of 14. I was 6 different houses, pretty heinous stuff. But I was given this opportunity to go and do something new. I was adopted by a very poor all-white family. I wanted to go and do something unique, which was hit people and not get in trouble for it. Uh, we call this football. And so I tried football, but like all of us who try something new, we suck at it. And I had to find out, do I give up on this thing or do I lean back in? And what I noticed at that time was I had to do things I wasn't used to doing. I saw the opportunity, I saw people doing what I wanted to do, but I thought, I'm not that person. And I found that in that window of time, I did the things necessary against what felt right at the time in terms of like things I didn't normally do. But I got to be faster and stronger and better. No, all of a sudden I became this amazing football player, got a scholarship, played at that level. So I had that first pocket of making what I call an identity shift. And then from there, I did it again when I got into college. I started my true sophomore year over a fifth-year senior. If you guys are not in America, that means like university. I went there my first year and I played when I shouldn't have played, we'll call it, because I fought for a job. And then at a certain point in my life, I got to play in the NFL, professional football. Had to shift there as well. And then one heavy one took place when I was thrust out of the game in a time I didn't expect. And we all have moments in time where life presents a situation you didn't prepare for.. And now your back's against the wall to navigate this thing. And I don't know if I can. And for me, I was in what I call a dark place for 3 years. And then after that 3-year period, I was able to kind of put my heels back in the ground, stand back up, and create a new life. What I realized was identity was always this golden thread. I didn't feel like the person to do the thing that my heart wanted to do. I go, how do I do that? And now I've coined a term called dark work. It's the work that I did in the dark that has allowed me to shine in the light. Identity-wise, achievement-wise, all these things. And so now I come to the world and I talk from personal experience of— I mean, literally, there's times where I didn't want to be here. I was like, if this is life after the NFL, I'm good on this, you know. And, and so thankfully, I've been able to find a connection to my faith, connection to my family, the people that matter, but also a place where I get to serve. And people here right now, my guess is there's a heart to serve, to be of purpose, to put something out. And there's nothing quite like going into the world and having your craziness of what happened in your life be given to the world and then go, thank you so much for this. So now I get on stages at Amazon, T-Mobile, PayPal, big companies, and I get to share this in a way that allows them to grow their companies, but also people to grow their lives.

I think it's so cool. Like, excuse me, I was thinking about, like, at least for me, I'm always thinking about like my future, my future self, like who I want to become, right?

Yeah.

And And I think the reality is like whenever I think about like, here's the Russell that I want to be in 10 years from now, like he's not who I am today and it's a different identity. And I always like think about like, who's that person? Like, what does he do? What does he believe? How does he act? Like that kind of stuff. And then my thought, I always think is like, hey, how do I become that now? Like what is the identity I got to shift into to become that now as opposed to like in 10 years from now I'll be that way. Like how do I jumpstart that? And I think what's cool about identity conversation that you always have that I love listening to you talk about is just it gets me thinking, okay, the identity of who I want to become, like, how do I do that now? Like, what's, what's the ways? As opposed to like hopefully bumping into it eventually and all, you know, like you, when you understand it, you can reverse engineer and apply it faster to get you the results way faster than anything you're trying to do in life. You know what I mean?

The thing is, is all of us, we've— here's a cool thing, we've already done this. That's one thing I want people to grasp. It's not some new, you know, in a sense of we've done it in our lives to be who we are today. You literally wouldn't be who you are if at some point— we saw the video just now of you, like young guy with the tie, like That's how you are now, right? There's usually one of two ways it happens, though. It happens either on demand or when crap hits the fan. And we then muster up the energy to go and create this new thing. And you do have to actually think about, well, who's that person going to be? There's phenomenal books on habits, beautiful books. Atomic Habits, Brendon Burchard, Performance Habits, Millionaire Success Habits. But a lot of them say you got to develop this identity, but they don't tell you how. And then honestly, we sometimes grab and clamor for habits, but don't think about, well, what's this habit going to make me become? A year from now, 5 years from now. So we do this, we actually backtrack it. Now realize this, the cool thing is, is all of us have done this, which means we've gone through this journey, but it's, it's an experience that kicked it off. I call it a dark work experience, which is a thing that wires us, like rewires us neurologically but also psychologically, so that when we are presented with a situation, we don't process it the same way we did 5 years ago. So that person of future we got to get to, and we do have to trickle it back to, well, what do we do now?. And here's what I noticed. There's actually a study done by, I think it was UCLA, it's called The Stranger Inside. They took these dials, put on people's brains, and they go, hey, tell me about someone you love. And man, love would light up in the brain. And they go, okay, tell me about someone that you, you put pictures, this person, tell me about this person, what's your connection to them? Stranger would light up in the brain. Then they get, okay, let's do this, let's talk about your future self. And stranger would light up in the brain. It's weird because You go, but that's my future self. Yeah, but we don't know that person. And so, what I found is a lot of the things that I do is I have to step back and go, well, who is eliciting the traits of the kind of person that I want to be 10 years from now? Okay, they got this, a great family, the business runs, they seem happy. Now, I got to go, okay, what are they doing? And here's the interesting thing, you'll be presented with things that you go, oh, I don't do that. I'm not used to that. Like, okay, yeah, it looks like they're doing that, maybe I should. And we try to find either a way to do it or to get to the same place with a different path. And so what I look at is go, no, if you want that, you don't get to attain or sustain a life above your current identity. So I got to level up to this place here, and I got to look at it and go, all right, I got to find a way to do that. And here's how the journey looks, to be honest. At first you go, I am not the person who does this, I, I don't build funnels, what are you talking about, I don't do social media, I don't— right? And it's an internal conversation. We make excuses, but the truth is, the moment you do it, first it feels weird. You're like, I don't want to do this. And you do it again. And little by little— and I'm talking little by little— it goes from a point of going, this is hard to do, to it's hard not to do. And in fact, I got joy doing it. Happened for me in football, happened as a speaker. I'm sure it's happened for you. You've been faced with a lot in your journey to what it is now. There's probably been a lot of crazy, hard, long nights. The glow of the computer, the people that just, you know, that it's not going to work, the voices. It's just like, you can lean into it or go, I'm going to keep pushing. And when you push, you develop this sense of confidence with it, and that then trickles into the next parts of your life, the next parts of your life. But you can reverse engineer it from what you want to be. But it's like, I want to be that person in 10 years. Who is currently like that now? What are they doing? Because if I ask, what does future self do? I won't be met with a definitive, clear answer typically.

Mm-hmm. Interesting. I love this because like when people come to Funnel Hacking Live, a lot of times they're coming to say, I want to learn strategy and build funnels or how to drive traffic. But I found like the biggest reason why people who leave don't have success is almost never like a tactical problem. It's always like a psychological, something inside their mind. It's because they don't believe they have the right or the ability or they're not worthy or the identity they need to actually succeed in the thing. And so I love the fact you're going to come in like this is the stuff that again, they're going to— a lot of times they're coming because they want to build a funnel, but they're like, what they get is going to be so much bigger. And anyone who's been to Funnel Hacking Live in the past knows that. And for those of you who haven't come yet in the past, like imagine working with Anthony, going through this process, like working through your deep work or your dark work to be able to create your light. Like that's, that's the benefit of you get that you wouldn't even know about. And that's when it opens up all the other things. Now all of a sudden it's like, oh, it's easy to go live on, like live on social, to create a course, to create a product, to put myself out there because you're a different person. Like you shift, you shouldn't be the same when you come to Funnel Hacking Live and when you leave, you should be literally a different person.

Yes. And I give good working models. So I'm a football guy. I like playbooks, right? There's structure to it. So while I'm talking about conceptual, but there is a process that I will talk to and teach when people are able to kind of show up and they'll go, oh, this is now how I can see to apply this. And I'm with this. Here's the best way to metaphorically explain what's going to happen when somebody leaves. They're going to have a working model of how to approach the next day, literally the very next day, because you got to do the actions in the moment, the emotion. But the jury of it's going to look like this from day 1 through whatever, whatever. 30, 60, 90, beyond the event, you're going to do something at first. It's going to be like a 10 of 10 of discomfort, of pain, of like, oh, I wasn't good at that. And then you're going to step back and go one of two things. Either I learned something and I can go reapply it. And people call you masochistic. Why would you do that? You failed at it, right? Or you make a really good excuse to not do it again. Or you procrastinate, right? But the person that's successful goes, all right, it hurt. I mean, I learned this thing. Let me try it again. It's a 9.5 of pain next time. People go, stop. You still suck at this. What are you doing, right? And you go, no, I learned something. No, stop. And then you do it again. Now it's a 9, right? And it could be an 8.7, and it goes all the way down eventually to 0. But you gotta withstand that storm. But at 0, it's not painless. It is joy. It's elation. It's confidence. It's this— you had to earn that, but you stepped forward as a different person. It's not that you have this new achievement, which I love your whole hero's two journeys, right? It's not just the achievement. It's who you became while going through the process of achieving. And the Dark Work process is an outline structure of how you approach and do that.

Yeah. Oh, I cannot wait for Funnel Hacking Live just to sit there for your session alone. Like, that's going to be— anyway, I'm pumped, man. Well, very cool. So my last question for you then is obviously we are like 70, I think 77 days away from Funnel Hacking Live. Do you have any kind of speaker bio, anything you want to throw in to like push people over the edge to get them to Do you want to come and hang out with us?

Yeah. So I wrote a book. It's back here. It's called— why? It's all covered up right now. It's called Identity Shift. It's the baseline foundation of understanding identity as a working model, but also how to make these shifts. But it allows you to, before our session, download what it means to go through identity shift and why it's the most critical piece. Because like Russell said, you're going to have all this amazing insight. It is not what you know. It is who you are with what you know. And if you become the individual It doesn't matter what little amount you have, you'll become the person that takes that small piece of thing and builds a cathedral of crazy cool things. But it's really about the identity behind the person who is using what they have access to.

So good. Oh, man. Anyway, I appreciate you. I can't wait to hang out a couple, couple months from now and go deep on this stuff with you live at the event. Thanks for, thanks for being you. Thanks for always showing up, always serving. You're amazing. You don't have your tickets yet. Now is the time to go to funnelhackinglive.com, get your tickets. That's kind of the game plan. So, Anthony, man, I appreciate you. Can't wait to hang out with you again, man.

It's going to be awesome.

Let's pull Garrett up.

Garrett, how are you doing, man? I am so excited about the fact that I am the most acclaimed and offensive speaker of all time. No matter what I do, I talk about Jesus, I'm offensive. I say prayers, I'm offensive. I cuss and break records in cussing, I'm offensive. That's okay. It's my middle name. I'm excited to be here and excited to be here for 9.5, technically 10.

Ready to roll again. Is that crazy? It's like we've been doing this for a decade. It's insane. In fact, a lot of you guys know, for the very first time I met Garrett, actually, we just launched ClickFunnels. We're like, I don't know, 4 or 5 months old. And someone from my support team messaged me like, dude, there's this guy named Gary. You should check out his funnel. And he sent me this funnel and like the video on the landing page is you. I think you're on Wall Street or something and you're moving back and forth and it's like this intense thing. And so I got sucked in that I opted in, I watched this like hour-long documentary and I went through the entire process and I was like, I have not experienced something like this before in a funnel in my life. And that's when I reached out to you. I was like, dude, that was unreal. Do you want to speak at Funnel Hacking Live? And then the first time we met was like 2 seconds before you got on stage, year number 1 to kick off this whole party, which is crazy. It's been a fun decade.

Amazing to watch.

I think I was like top, maybe like 150 users of ClickFunnels. We've been on ClickFunnels the entire time. Even with a lot of people making some silly decisions in the last couple of years, we've always been like committed to the cause, but the cause has always been bigger than just software. I think it's what a lot of people are missing right now across the board. There's such a push to tactics and tools. And you can know for sure in direct response marketing and in making money, the minute everybody starts getting very excited about tactics and tools, The game's going to pivot and the only people that win are principle-based. And we're watching it happen right now. Like, software is so accessible all over the place. ChatGPT, all these new tools coming out that everybody thinks are going to magically solve their problems. And inherently, they solve some problems, but the minute that it easily becomes accessible to solve these easy problems, which really are easy, everyone can do it, it's now not worth anything. Which is why you keep crushing, why me and my wife can, you know, we tell everyone every day, Anyone talks about marketing, who taught you and your wife marketing? And I said, Russell Brunson. There's a lot of the people who are there, but Russell brought us back to core principles. And that core principle of influence and persuasion and marketing is what built both our 8-figure brands and the life that we have today.

Yeah, I think that's the fascinating thing is that everyone keeps thinking— I see it all the time like, oh, well, this software does this phone feature and this one does. And they're fighting about these stupid features. Like, you don't understand. Like, the reality is the way you win this game is learning persuasion, how to speak, how to sell, how to move, how to— That is the game. The tool is just the delivery mechanism for it. I had somebody the other day who was trying to get me to look at one of their funnels and it was this insane complex, like the complexity was insane. They were trying to optimize for 8,000 million different things, right? How would you improve this? I was like, "I would delete the entire thing. I create 4 pages and I learn how to tell stories. Like, that's what you guys are missing." And they're like, "But like, we paid this guy all that." I know, you guys are missing the point. Like, yeah.

So, I think— I want you all to just hear what he just said. This is why I love being around this man. I'm telling you right now, gold falls out this man's mouth. Mouth and out his backside every time he starts talking. But most of you are so excited by watching that you forget to pull out your pans and start sifting for gold. He just said it. The game is about simplicity. As the world gets more complex, the people who are simple and keep it simple, which is how God works— God doesn't yell and scream. God speaks in simplicity. And there's an energy, a vibration of truth that moves in that space of simplicity. So if you just choose to keep using all this tech to make it complex. And there are some competitors who stepped in. Yeah, they offer 542,000 feature sets that are absolutely amazing for somebody who's running a billion-dollar company. But for you, you don't need it. The more complex you get whipped up, the less money you're going to make. Yeah. 4 pages, one simple offer. It's all I've done for 10 years since we started studying Russell's content and he became one of our mentors. Yeah.

Well, thanks, man.

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So that we— the biggest key that we got to focus on is we got to focus on getting people better at that part of the game, you know what I mean? And I think that's obviously Funnel Hacking Live. You have been outside of me. I think me and you— even Todd didn't speak at the first Funnel Hacking Live because like it didn't cross our minds that he would. He's like, I'm the developer, why would I talk? I don't know. But the only people who spoke at every Funnel Hacking Live in the past is me and you.

And I think that—

I think our messages are very like we keep coming back to the same core principles from from day number 1 with everybody. In fact, I still remember the very first— again, this is— I met you, we hugged, you stepped on stage 2 seconds later, and the first 3 words or 4 words that came out of your mouth from stage was, "Stop effing lying." That was 3 words. Yeah. And I was like, "Oh, no. What just happened?" But it was like coming to that principle, just like everyone's in here and they're lying to themselves. They're making up stories, like all kinds of stuff, as opposed to coming back to the reality that they need to be successful in this business, in this game. Anyway, and that's been the message for a decade now, right? It's coming back to the core fundamentals.

Well, people don't get it. Like, even inside of my world and the programs I run, I train thousands and thousands of women and thousands and thousands of men, all entrepreneurs, hair industry, real estate, software, etc. It doesn't matter. Like, I have a methodology I teach called the Warrior's Way System, which is how I found ClickFunnels. I was looking for a way to take this message God had put in my heart. Like it was in my heart, it was in my soul. And I had to go through a process to pull it out. And it was really hard because it was to pull out this message is one thing, then to package it's another, then to position it's another, then to promote it's another, and then to profit is another. So, there's all these things that you have to do outside of this idea that God came down and told you, hey, listen, your message, your message, your pain is your process, let's go. And you're thinking, I want to go, and then there's this mountain. And that's where ClickFunnels stepped in. ClickFunnels stepped in as a tool that allowed me to get rid of 9 or 10 or 12, up to 12 different software tools we're using to replace with one. But what I didn't realize I was getting that was better than software will always be better than software, which is why I will never leave ClickFunnels, which is why I'm here for life, while we're backing Codeive API with my apps and his. Why I'm doing this is because of the energy and the principles that allow you to succeed here that have nothing to do with tech. Tech supports the movement that he built here. I'm into the movement. You are here listening to this and you're going to come to Funnel Hacking Live, not because of tech, you're going to come because of transformative change in your world that's going to cause you to use the tech to actually begin to do the things that God's called you to do. Like, we live in a dark time right now. It's getting darker. It's going to get ugly this fall. It's going to get ugly. It's going to get darker. And I just want you to consider, if you're watching this, and you've gotten whipped up in the marketing, you're confused and stressed, don't worry, we're going to clear it up for you at Funnel Hacking Live. I'm going to talk in just a second about what I'm going to do. It's going to help make ClickFunnels make sense for you and how it's helped thousands of my students make it make sense too. But the piece I want you to catch is don't go off of what you're thinking, because the thing that you're being asked to do in these dark times is it matters. Like, it matters. And I want you to consider if you don't do it not only does your life compress and contract, but there's a purpose and a prosperous life, a prosperous life that you can't even imagine that's on the other side of you choosing not just to accept the call, but choosing to work with teams and individuals like Russell, coming to events like Funnel Hacking Live so that you don't feel crazy and all alone. That's one of the biggest things. You might not even remember anything you hear the whole time, but you're gonna get that one pivot inside your heart that's gonna go, okay, I gotta do this. I gotta be part of inner circle. I gotta pursue this. And here's the key caveat. I'm gonna do it no matter what, for as long as it takes until I win. Yeah, you're one funnel away, which is usually preceded by a bunch of funnels and failures. And if you'll keep going, guess what? You win. You just will. That's the only reason Russell's won. Russell is brilliant, but he is more committed than he is brilliant. I am brilliant at what I do, but I am more committed than I am brilliant. Anyone you have ever seen who has pulled off anything of significance, whether in the Bible from the Old Testament to the New Testament, or whether looking at anyone you see online, social media right now, the only thing they have that many of you do not have is they have access to a courage and a commitment that does not stop. Where does that come from? It comes from coming to events like Funnel Hacking Live. This is how my life was changed. It's how my wife woke up. She was surrounded by thousands of people virtually or in person who believed. And something happens in that place. God has made the promise where two or more gathered in my name. And you're like, this is software conference, a marketing conference. It's not. You're gonna find out real quick. Funnel Hacking Live is an awakening conference. It's either waking people back up to remember what they forgot and didn't do this last year. Which is some of you, you gotta come wake back up and remember what you were told a year, 2 years ago, 3 years ago, but you haven't done it. Or 2, you're coming for the very first time, you're like, geez, I hate my job. I hate what I'm doing in my business, or I can't get my message out, or I can't get my products out. I don't know what to do. I'm confused. There's even more software tools. There's like 92 duplicated copies of ClickFunnels doing their very best to cheat and steal everything they possibly can with VC money to try to interrupt the thing they will never be able to interrupt. Because you can do all the copy of tech you want, but you never can copy the soul of a movement. That was my first. I'll only say one. And that's what this is. I swear to God, sometimes I have to remind Russell and taught, because it's hard in tech. I run a software company. It's hard. But there's a piece in this that's always been about soul. And many of you watching right now, you watch this on replay, watch this live, you feel what I'm talking about. You don't even know who I am. It doesn't matter who I am. Forget who I am.

It doesn't matter.

But this thing that you feel, it's not just me breathing fire into your camera. All I'm doing, like in Genesis verses 2 and 3— not saying I'm God, please listen with different ears. Don't go to a self-righteous little podium and then speak down. I can't listen to him anymore, he's comparing himself to God. He is my Father. Simple. Verse 3, God said, let there be light, and there was light. Where did he say it? He said it into darkness. Verse 2. Verse 1: In the beginnings were the heavens and the earth. Verse 2: And the earth was without form, and darkness covered the deep, and Spirit of God moved across the waters. Then God created a spark. He spoke truth. That's what happens in funnel hacking life. Many of you are sitting in this darkness. You don't know how to turn a light on. Your friends don't know how to turn the light on. And there's not enough software in the world you could buy that will turn this light on. And so it'll always be confusing. So Russell, what— why do you keep doing this?

Really?

Because listen, I need you to understand, doing big events is hard, virtual or otherwise.

It's a lot of work.

It's a lot of work.

Why do you keep doing this? Yeah, it's funny because every year as we're leading up to the event, 'Cause it always comes down like, "Should we print order forms for next year's event?" And I'm like, "No." It's too brutal. It's 8 months of pushing and driving and screaming to get the thing. And then, every time leading up to, I'm like, "No, this is it. We're finished. This is the last one." And then, you experience the event and you see the transformation and you see in people's eyes the shift. And then, you see the people from last year who made the shift who now are coming on stage, they're getting their 2 Comma Club Award and you see the results. And it's like, man, It's, it's by far like for me, like the least profitable thing we do, the hardest work thing we do, and the thing that has the biggest transformation. And so we keep doing it and that's, that's, that's the reason.

So this is why I come, like this is why I participate. Like you're not going to see my face on all the stages across the country and all the personal development training events. You'll see all the big names, all the big names. You know who they are, the big social media influencers. I don't care. I don't care. I lead a very large movement, 26 men's movements underneath me. I run massive movements in the hair world and people don't even know who I am. I don't care. I come to one place, I come to ClickFunnels, speak at Funnel Hacking Live. Why? Because God called me here. He's called me here for 10 years. And the thing I'm going to share with you this year is going to be different. Yeah. You've seen all kinds of— you've seen everything. You think you've seen everything, you've never seen anything with me, all of it with me ever. But this year, I get an opportunity to train from a different place. Okay? Because what many of you have seen is you've seen my forward-facing marketing weapon, which is my energy and my intensity and my breakthrough trainer phase. You've seen all that. And that's not going to necessarily go away, but you're going to get to experience a different version because you're not sitting in my house with my million-dollar clients. You're not sitting in my masterminds with my $250,000 to $500,000 mastermind clients. By per year. You're not sitting— and those are very— this is the energy of those events. It's very, it's very logical, it's very tactical, but also it's very emotional. I mix the two. And so I'm going to share with you this year something that I have not shared. I don't teach publicly. I don't teach people this outside of my top masterminds and my top one-on-one clients and their corporate teams because it's what allowed ClickFunnels to make sense to me so quickly and allowed me to take all the tactics of direct response marketing that you're going to learn and all the things about sales that you're going to learn and all of the content strategies you're going to learn at Funnel Hacking Live and all of the pieces are going to come together. They don't come together without an operating system. So, if you look at all the content at any event you go to, you're always looking at apps. ClickFunnels is a software, is a tech operating system. But you have to have a mental operating system that lines up with it so that the tech isn't complicated anymore. And ClickFunnels is not complicated once you learn what I'm going to share with you. ClickFunnels is easy. It's easy. It's not— I'm not even saying simple. It's easy. It's not that it's hard. It's just your brain doesn't have the right way of seeing it. And that's what we're going to work on specifically with something called the Strategic Seduction and the Savage Six. Which are these two frames that I use to teach, books I've written that I only release internal to my highest level students. Now I'm gonna give it all to you. Maybe it'll be my crescendo. This will be my last year. I came to 9.5, and I'll be it. And I'll be like, I say, fired, he's out of here. He's too— he didn't breathe enough fire in the building, didn't burn down. He was too logical. He's out. Um, but I want you to get this, because if you can get these tools in your hands and you can experientially learn them. And then we're going to give you— for those who get your ticket today, you're going to also get the backup upgraded 3.0 version of the content and the entire coursework that we, we don't even sell this course for. You can't get it unless you were in my highest level programs. I'm going to give it to you.

Why?

Because sitting right now, the sound of my voice, there are many of you, hundreds of you, God has called you to lead, and you're terrified, and you don't know where to go, you don't know what to do, and you're lost and alone. And I know what that feels like, and that's what it felt like when Russell came into my world. I was so full of this thing But I didn't know how to get it out of me. I didn't know how to— I didn't know how to get it to the people that I was supposed to lead. And so I'm gonna come side by side with my man, and everybody else is there. I'm gonna lay it down in a simple paint-by-numbers as we possibly can. By the time you're done with my hour and a half, 2 hours, I promise you What I'm going to show you, it took me 12 years to figure out, $64 million to prove it, 65,000 clients who have proven it with me, and I'm gonna give it to you, and then you can be next to prove it. And you put ClickFunnels right on top of that ideology, and then you follow everything else Russell's taught you in Expert Secrets Traffic Secrets and DotCom Secrets. You complete the workbook and unlock the secrets. You get into the inner circle and you would get to be the person who then looks around at your world and says, yeah, it's not luck. I just did what God told me to do. And what God told me to do was get to Funnel Hacking Live. And I'm serious when I say this to you. We don't have time for you to wait. You think that many of you are still stuck in this idea, idea that somehow this is just a business opportunity. Russell's never been about delivering biz ops. He's been about waking up kings and queens and movement makers to awaken a planet. And I'm one of the most savage that he's ever been part of waking up. And my impact is in the millions upon millions of people. So I'm gonna breathe fire, he's gonna bring the flames, that's gonna be fun. And if this was too intense for you right now, well, I only said one curse in 25 minutes.

I'm proud of myself. That was pretty good.

I'm impressed.

One curse, that's it. Proud of myself. You were gonna say it. I was like, he's gonna say it. I was like, Russell's about to say the word on camera. Nope, but you didn't. So I'm proud of you, dude. I almost pulled— I pulled Dan Sullivan off the edge and he said it once in class. So, you know, I was like, hey.

Oh man, well dude, I, I'm so excited. You got me like refired up for what's gonna be happening in like, I think we're 65 days, 64 days away from from Fun Hiking Live 9.5 International streaming to the world. And this event's going to be going to be amazing. That's some really cool things we'll be announcing in the next couple of weeks for everybody. And I'm just excited that you're here participating and being part of it. I know you even had other engagements, things you had planned that you moved around to be able to come and serve our people in our audience. And just super grateful for you doing that, man, because every time you come in, man, you know, we joke a little bit, we get some controversy and stuff every single time, but every single time afterwards, people message me and they're like, man, That was what I came for. I needed that. That was the thing that woke me up and got me to actually take the steps I needed to do to be successful. So yeah, your fire brings it every single time. It's part of, it's part of what we've done and it's part of something that I think is so important. I'm just glad and grateful you're coming again. And Strategic Seduction, man, I've been watching you do it, especially with your new, your new events you've been running out, rolling out. I've been, I think I've watched your event live 3 or 4 times in the last 3 or 4 weeks, just kind of like watching and paying attention. And just, I'm excited to have you come and teach some of this tactical stuff as well. That you never really had an opportunity to share as much of, which I think is going to be super powerful for our people to take, to just have something to model with and, you know, seeing it from your lens and your point of view, which is exciting. So, oh man, it's going to be amazing. If you don't have your tickets yet, again, go to FunnelHackingLab.com, click on the Register Now button, get your tickets, be part of this.

Do not miss it. And here's the last thought I'll give you. It's the same thing I beat the drum on at Wake Up Warrior. All of my trainers, 250 of them with all their movements, are beating the drum in the hair industry. We're beating the drum. It's not if darkness is coming, it's already here. It's not if it's going to be spicier than we've ever known it this fall, it will. The only question will be, are you going to be engulfed by the tsunami that's coming, or will you rise above it and ride it? Because the leadership game in this world as we know it over the coming months is going to flip upside down, and you're going to watch God raise up a new generation of leaders across the board. Many of you are called to be those people. Coming to Funnel Hacking Live is the catapult you will need to pull this off. Whether you are in the US or not, what goes on in this country sends ripples across the globe. And what's about to happen, our elections, and what's happening here in this country is going to no longer allow people to sit on the fence. And in some ways, this is very good. Because that's been the problem for too long. Many of you have been sitting on the fence with your callings. You've been sitting on the fence with what God has been nudging you to do. And this is going to be your launch event— launch into the calling, launch into the future, and launch into a place where many will be panicked and you'll be in power. That's the only difference. You can be in the same place where people are panicking and being complete and absolute power. So I'm honored to come deliver fire frameworks and process to support in helping weaponize you heading into this fall and into next year. And, uh, here to support my man Russell, one of my mentors, one of my good friends, somebody who I look to for guidance in the game of direct response marketing and just the psychology of influence and persuasion. His books sit at the backbone of the curriculum of Wake Up Warrior and all of our movements and subcompanies in it. All of our people study it. It is the only curriculum we study in marketing, and ClickFunnels is the only software tool we will ever use when it comes to funnels. Membership sites and all the rest we're doing in collaboration with Warrior Apps. So Russell, thanks for letting me be here today and being part of this, and excited to be part of this in September.

Thank you, man. I appreciate you, and, uh, it's gonna be awesome. So 65 days away, you guys, get your tickets. Thank you, Garrett, appreciate you. All right, everybody, I hope you guys enjoyed that episode of the podcast. I'm really enjoying these preview shows. Hope you guys are as well. Don't forget, we have a special happening right now at funnelhackinglive.com where you can go and you You can get your ticket, go through the entire experience, and then when the event's over, then you decide if it's worth it. It's kinda like going to a restaurant, sitting down, eating all the food, and the waiter at the end asks you if it was worth it, and if you don't think it's worth it, you don't pay anything, you leave for free. But if you're like, that was amazing, then you can pay for the ticket afterwards. And so this way I'm putting my money where my mouth is, I'm gonna prove to you that this event will change your life, and this is the only time, and will be the only time, we'll ever do this. So if you want to come to Funnel Hacking Live and experience it for free right now, go to funnelhackinglive.com, Go to the order form, you have to put your credit card in, but we won't bill you anything. Experience the entire 3.5-day event, and when it's over, let us know if it's worth it. And if it is, which it will be, we'll bill you under $200. If it's not, that's cool too. Let us know, we won't bill you anything. No harm, no foul. I wanna make sure that you guys enjoy the event, and it is an experience that changes your life. So again, thank you so much. I appreciate you guys all for listening to the podcast. I cannot wait to see you this year at Funnel Hacking Live.