What To Do With The One And Two Stars

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. What's up everybody? This is Russell. I hope you guys are doing awesome today. I'm leaving my house for the first time and it's almost 4 o'clock. And I'm actually leaving my house, I'm heading over to my buddy's gym 'cause I'm gonna do something that nobody wants to do but it's gonna force me to be accountable to myself and to other people. I'm going to get my fat rolls pinched. It's called a pinch test. He pinches me and says, Russell, this is your body fat percentage. And as much as I do not wanna know that 'cause I assume in my mind I'm like at 7% like I was back when I was wrestling. When I find out I'm probably 20, 21, 22, oh, if I'm beyond that I'm gonna cry a little bit. But then I'll at least have a standard to know where I'm at. And then I have something to work against. So a lot of us, I think our biggest problem in life is like, we just are winging it. We're like, hey, I think I'm doing good, I don't know. But we never have like something to like measure it against. So, I'm not gonna lie, I'm one of those people. In fact, that's probably like why it's easier to cheat a lot of times. Like when you're cheating on eating or exercise or whatever. 'Cause you're like, ah, I'm not really measuring against anything so I have no idea if I'm getting better or worse, therefore, I might as well just eat this candy 'cause who really knows, right? So this is gonna hold me accountable. So I'm gonna do this right now and then I'm gonna party it up all through Christmas vacation and then on Monday, the day after Christmas, it begins and I'm gonna be strict and it's gonna be awesome. So that's kinda my game plan, what I'm doing right now. But the reason I'm leaving today at 4 o'clock is because I'm in book writing mode. I literally, if you saw me right now, you would laugh. I look like I'm a hermit. I have not shaved. I'm in my sweats/jammies. I've been in my room just writing, writing, writing and I got 3 chapters done today which is, A lot of work, but it's turning out awesome. Excuse me. So, which means I probably have about 5 left and I'll be done with this book. And I'll have it over to the editors. Actually, editor's editing while I'm writing. I finish a chapter and I send it to the editor because I'm not gonna lie, way beyond my deadline. So, I had to pay extra to be like, hey, do you mind just doing this weirdly as I get them done? So, sent her 3 chapters today and keep on moving forward. Hopefully I can get 2 more done tonight. That's my goal. And I get out of being grounded. I'm literally grounded. I told my kids, I'm like, Dad, why aren't you going to the office? I'm like, 'Cause I'm grounded. I'm not allowed to leave. Too many friends in the office, they just talk. I have to be in this room, locked down. So that's what I've been doing. And it's funny, as I'm writing this book, and you know, one thing that inspires me to write this book is just the response I got from the first book. Like, how many people have told me so many good things. And people, even my peers, my mentors, like I was so scared for some of my friends to read my book. In fact, the person I was most scared of to read my book was Rich Sheffrin, someone I totally look up to and respect, and has probably read more marketing books than, I don't know, almost anyone on earth, I would guess. And in fact, if you Google Rich Sheffrin book reading process, you will see a dude who is insane. He has a video on YouTube about 20 minutes long. It's totally worth the watch. Excuse me. But basically, he reads the book and he speed highlights it all. Then he goes and he cuts the binding off the book. And then after the binding's done, he scans the book and he sends it to the Philippines. And the Filipinos go and they transcribe just the highlighted portions. That's the only part he actually cares about. And then from there, they make this other book file. Then he takes that book file and he puts it on his iPad. And he's done that for the last like 10 years. So he's got like, I don't know, 50,000 books like that. And what he'll do is in the morning, he'll be like, hey, I want to, I'm gonna be giving a presentation on sales today. What are the top 10 sales books in the world? The top 20 or top 50 sales books? So then he'll go and he'll pull his notes from the top 50 sales books, load them in his iPad, and then he reads it like 10 times speed. And so he'll sit there on his treadmill for an hour or more in the morning and he'll reread like the 25 top sales books of the history of the world that morning, like 2 or 3 times. And then he goes out and he knows everything on earth about sales. Like, it's the coolest thing ever. I wish I could just hang out with Rich for a week and do that. Like, it would be so cool. Anyway, but I can't 'cause I'm just not that structured, but I wish I was. So anyway, I remember when I sent him my book, I was, actually I didn't send him one. I sent it to a bunch of my friends. I specifically didn't send one to Rich 'cause I was like, he's gonna read this and he might not like it. He's read everything, so I was so scared. Anyway, then I saw him a couple months later at Traffic and Conversion event before we launched the book. He's like, everyone keeps talking about your book, man. I was like, I'm just scared of you reading it, I'm not gonna lie. If you don't like it, I'm gonna be crushed. And so he's like, give me the book. So I gave it to him and he read it on his flight home and he loved it, which was cool. He sent me a cool video of him in a smoke lounge talking about it and it was, it was like for me, validation from my peers that I did something good, which for me is like harder. I assume my customers will like my stuff. A lot of times my peers, it scares me 'cause I'm like, ah, I want them to, I want them to like me, right? We all have the same fears, right? I wanna be liked, I want them to like me. And so that was a big thing. And then I put it out there and people liked it and it transformed people's lives, which is cool, like, oh, so cool. Like, it just makes me so happy. And so today I was like, give me motivation to keep reading. I'm like, I'm gonna go to Amazon and look at like my reviews and read 'em. And it's like, you know, 4.9 stars, whatever. I'm like, yeah, everybody loves me and I'm reading 'em all. And then I like look at the little graph that's got like 5 stars, 4 stars, 3 stars, 2 stars, 1 stars. There's like a little percentage clicked on 1 star. I'm like, what? Who didn't like my book? So I clicked on 1 star and went there. And I was like, these people like, I'm glad that Amazon doesn't give you like their address 'cause I'd be in the car now driving to their house. But like, just people like, oh, that book was all like a 250-page sales pitch. I'm like, are you kidding me? Like literally there's a page and a half in the very, very back where I mention ClickFunnels, that's it. I was like, this is like, like I've read books that are 150, 200-page sales pitches. This was not, in fact, I specifically like, I don't want this to be a sales pitch. That's my sales pitch. I'm gonna write an amazing book and then hopefully if I've earned it after 250 pages, I can mention one cool thing that I do in a page and a half. And all the thing I was mentioning was, oh by the way, these funnels I'm talking about, you can do it really easy in ClickFunnels. You should go get an account. For free. Anyway, like that was, it's like, I saw a couple of those and people that are just like, this book is full of all fluff. I'm like, fluff? Are you kidding me? Like, that was like 12 years of my life reading over a quarter million dollars of books and courses and then like breaking them down and putting them into an actual logical step-by-step system. Like, the time it took me me to write that book was like, you know, it was 10 years of trial and error and like a year of writing to give this book to you. It was like, it was all fluff. Like, I wanted to like just jump at that person. Like, if they were my wrestling right now, it would be— in fact, okay, I probably shouldn't tell the story. Some of you guys will lose respect for me, but it must be told because this would happen to the person had they been here with me. So there's this guy that used to wrestle with us, and he was unfortunately a good wrestler. In fact, he beat me one time, and I just can't stand that guy. And I won't mention his name, but for those of you guys who are my in the wrestling world. His initials are WW, so I'll leave that for the few people who know who I'm talking about. Anyway, so he was this guy, super annoying wrestler, nobody liked him, and just like, ugh. But unfortunately he was kind of good, so like he beat people, and there's just like, he beat me once in a Greco match where I was cutting weight, and it was just like a fluke, but he beat me, there you go. And then I beat him like a little girl every time after that, including in college when I had a chance to beat him. I was wrestling in a college match, it was a different college, and I started wrestling him, and in the first period he went and did a 2-on-1 armbar on me, on our feet like, what's it called, like a baseball grip. And he hid my hand under his stomach so the ref couldn't see. He started trying to break my wrist, like pushing my wrist in towards me. I was like, so I reached back and I punched him in the head and shoved him off to get him off my wrist because he was literally trying to break my wrist. The ref's like, oh, what are you doing? You can't punch him in the head. I'm like, he's trying to break my wrist. And so then I went ape on this dude and I ended up in that period getting up by 14 points and then I pinned him because I wanted to like humiliate him and pin him. Just so it was like a double humiliation. Anyway, I digress. Initial story, this is like years of my life beating this guy, but he deserved it, so it was fun. So anyway, we were at a wrestling camp, and if you knew him, some guys would think, oh Russell, you're so mean. I'm really not mean. Like, if you, if you understood the situation, like who he was and how he treated people, and anyway, and there was only a couple guys who were like, were better than him, and so like we had to make sure that he Oh man, I can't really tell the story. Anyway, we would humble him. It's like at the freestyle Greco wrestling camp where he was at with us, like our goal was just like to pick him up and to slam him down on the ground over and over and over again so that he knew that we were all better. It's like 3 of us guys and him and we were wrestling. Anyway, and I'm not saying this like I wouldn't do this against a defenseless guy. Like he's a good guy. We were just better. And so we would just like made sure he knew and he would feel it. And so anyway, that's what I would do these guys if they were here. I would pick them up. I'd slam them down. And then as they get back up, I'd slam them back and I just keep doing that until Like my friend WW, he wasn't able to walk off the mats 'cause he was so sore. Anyway, he recovered. And it's probably why like 5 years later in college he tried to break my wrist, now I think about it. Maybe karma was coming back to get me. Huh, there you go. I was doing the wrong thing as a high school kid. Anyway, my wrist didn't break, so it all ended up good. And I won that match. So there you go. Holy cow, there's my Russell tangent for the day. I'm so sorry. Anyway, I've repented from that. I'm a nice person now and I don't beat people up. But if I wasn't and I could see these 1-star people, that's what I'd do. 1 and 2 stars both. They were just like, like one guy's like, I got no value. In fact, I stopped reading the book after the first 10 pages. I'm like, that's because you stopped reading the book after the first 10 pages. Read page 11. There's some amazing stuff on that page and 13 and 14 and all the rest of the pages. Like, I don't know what else I can give you. The book was free. You covered shipping and handling. We went to Amazon. It was $10. Seriously. And it made me go crazy. And it reminded me of something that Tony Robbins Tony Robbins taught me. So this is for all, for me, mostly tell myself this to get me, make me feel okay with continuing writing my book. But he was talking about how high maintenance human beings are in today's day and age, right? Like what'll happen is that people will go out there and they will risk tens if not hundreds of millions of dollars to make a movie for you. They'll hire the best actors and screenwriters and scriptwriters. They'll spend 2 or 3 years of their life and hundreds of millions of dollars to go and to write a story, create it, build an environment and a fantasy and make amazing and produce this movie and then they give us this movie, right? And they ask us $10, 10 bucks, that's all. $10 for you to go watch this movie and look at 10 years or 2 or 3 years of these guys' life and hundreds of million dollars risked on their side. All they're asking is for $10 and then they come, they entertain you for 2, 3 hours in a movie, right? And Tony talked about how like if you look at that like kings back in the day would have court jesters and things like that to be able to be entertained. They didn't have a fraction of what we can get for $10 today. Yet we'll be so pompous and arrogant as to go to a movie that, like, I'm just gonna use this as an example because I really like this movie, but a lot of people didn't. But the Batman vs. Superman, right? We pay our $10, we go there, and the end of it we come back like, that movie sucked. That was a waste of my money. That was a waste of my time. Like, are you kidding me? These people risked hundreds of millions of dollars to entertain you, and it cost you excuse me, it cost you $10 and 2 hours of your time and you're complaining it was a waste of your time and money. Oh, people, people. So with that said, I want something for all of you guys. First off is when you got people like that who come back to your amazingness that you create, that you are putting out there, you're risking your time and your energy and your time away from your family to create and to do, there's gonna be morons out there who complain and say, look, it was a waste of my $10. And for those people, Guess what you should do to them? You should freakin' WW them and pick them up. That's kinda funny, WWE wrestling. But that's not what it's talking about. And you pick them up and you slam them down in your mind over and over and over again until they can't walk and then you move on with your life because they don't really matter. And then you go back to the people you're serving and you worry about them 'cause that's who does matter. And this is like the worst moral of the story ever. But that's half of it is just forget about those people that are gonna be the complainers. The second half of it is don't be that person that complains. The people that do that, like, You're not a good person. Somebody is risking all this stuff to give you a gift. Don't complain about it. Like, if you don't want to go to the movie, don't go to the movie. And if you didn't like the movie, I didn't— it wasn't like, you know, but like, don't complain about it. Like, the thing that they're giving you in the return of what they're asking you for is insanely low, and we should be grateful. I'm grateful for people who risk and do these things for us. I'm grateful. I mean, after writing now my second book, like, I'm grateful for everyone who's ever written a book. Like, it is not easy. Like, the time and stress and headache and pressure that goes into that, I'm grateful. Even if I didn't I didn't like your book, I didn't agree with your beliefs, your point, it doesn't matter. I'm grateful that you put the energy and effort into it and gave it to somebody because you believe it'll change their life for $10 or $5, whatever a book costs, right? And I just want everyone to be thinking it that way because I think that makes all of us better people and makes the world better and it gives the creators less fear to go and create because that's it. If you're not creating, then what's the point? And so I hope that helps somebody. I don't know. At least it'll help me to forget about those 1 and 2 stars. And hopefully no one lost respect for me because of what I did to my buddy WW, but he totally deserved it. So it's all cool. Don't worry about it. And I didn't do anything that was outside of the bounds of what someone should do in a wrestling room. So it was all good. Anyway, with that said, appreciate you all. I'm about 2 minutes away from my pinch test. Pray that I'm not over 25% body fat. If I am though, It's okay, I'll get back to work and get back to where I need to be. Thanks everybody, I'll talk to you guys all again soon. 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.