Make People Want Your Product Without Begging or Convincing

What's up, everybody? This is Russell. Welcome back to the podcast. Excited to have you guys here and excited for this new format. I've really been enjoying it and actually got really good feedback from you guys so far. So unless something else changes, we keep on going down this path, which would be a lot of fun. Me just kind of picking topics I want to geek out on in different. Different areas. So today's topic I want to talk about is desire. But what's interesting is I want to talk about this from different. Like, probably two different standpoints. One, from you as a marketer who's trying to create desire in the hearts of the people you are selling. Cause the more desire they have, the thing you're selling, the more likely they are to buy. But number two, how do you create desire in your own part, right? In your own body, in your own thing? You know, you should be desiring this thing, but you're not. Like, how do you. How do you create desire? And then on top of that, like, how do you influence people? Like, it's kind of a multipurpose thing. So I don't know if this one's categorized under secrets of success or marketing secrets for selling, but it's kind of a. It's kind of a blend of all those. But it's been something that's been on my mind a lot recently from a lot of standpoints. You know, obviously, I think it. For me, it stems off of. I mean, honestly, number one is my kids. Like, I love my kids. They are the coolest people in the world, but they are also, for me, the hardest people to influence. Like, and to help and to guide and to teach. And it's so weird to me, you know, like, all people who pay me insane amounts of money for me to give my advice, and my kids are like, dad knows nothing. I'm like, I swear I know something. Like, you know, I'm sure you guys experience that if you have kids as well. It's really hard to be. What do they say? It's hard to be a prophet in your own hometown, Right? And so that's been. That's been interesting. So I keep thinking about that. I'm like, how do you. How do I create desire, my kids, for stuff that's good, right? Stuff that they. They should have desire for, like. Like God and, like, eating healthy and being like, all these things. I just like that I have huge desire for. They don't. How do I influence them? How do I. It's hard, right? But then at the same time, it's like, okay, how, like, how do I, like the people I'm influencing, like my funnel hackers, my prime movers, the people I'm trying to help in their journey, like, how do I influence them? You know, if they already have desire, how do I increase that desire so that they're more likely to actually follow through and actually do the things? And then on the third side for myself, it's like, I know there's things I should be doing that maybe I'm not doing and it's because I don't desire them. But I know I should be like, I should be getting healthy. Why don't I desire this? Like, how do I create desire? And how do I amplify the desire? And like. And so that's what I've been thinking a lot about recently. And so anyway, that's, that's kind of what I want to start this with, is just for you guys to just kind of think about that for, for yourself, like desire. Because desire is such an important thing. I remember the first time I really had this, I think this realization. I was so. I'm a Mormon, lds. And so in our church we have no paid clergy, right? So there's no preacher who's up on stage. And so what happens is everyone in the audience gets a chance to talk. So once every three or four years, they'll call me on the phone. But hey, Russell, you want to speak today at church? I'm like, heck yeah. For me, it's like my favorite thing. Like, I love. Anyway, if I had, if I had one full time calling, it would be. Be to speak at church every single Sunday. Like I should be a pastor. I love it. Anyway, like, I think I'm gonna launch a, a podcast about that. In fact, I bought, I bought a Reason to Believe dot com. So I think I'm gonna do a podcast in the future that's more faith based because I love it. I love talking about and thinking about reading back. I. It's, you know, so anyway, I, I was, I was at this, I got asked to speak in church, this is probably 15 years ago. And I got on stage, I'm doing my presentation, I'm looking out in the audience. And what's crazy is there's like five people you could tell had desire to learn. They were looking at me excited and like happy faces. And, and then 95% of the audience is like half asleep, you know, and, and this is me like Russell Brunson teaching, which is, you know, I'm like, all my energy, all my Everything. And, like, still, most of them had no desire to hear from me. So they were kind of, like, dozed out. Versus there are people that desire. Like, they were tuned in. Like, I was able to run with them. And then I contrast that to my events, like Funnel Hacking Live, right? People who come to Funnel Hacking Live, they already have a desire to learn stuff. So they show up. Like, anything I say, they're like, this is amazing. And they freak out. And it's so interesting, like, so much easier to influence somebody who already has desire for the thing that you are offering them, right? Versus some who doesn't have desire for that. I think that, like, I have friends come to me, like, asking me health advice, like, you know, how do you do this? How do you do this? I'm like, oh, let me tell you. Here's my morning routine. Here's my supplements. Here's my. And, like, they freak out, right? And then my kids, they're struggling with stuff. I'm like, hey, you should, like, let me. Let me help you. Let me, like, you know. And they just won't listen to anything. And so it's this weird thing where it's like, gosh, like, at least for me, frustrated. Like, how do I implant desire into your brain so that I can help you? Cause I can change your life if you would just allow me. But you have no desire to change your life. Therefore, I can't. And it's this weird thing. And so I thought a lot about. In fact, I talked to Colette about it last night. I was just like, do you think it's possible to give people desire? And I'm gonna do a whole scriptural study, and I'm gonna go deep in. Anyways. I don't know right now, off top of my head, so I don't know the answer to this, but I'm gonna go research it. But. But my belief right now is I don't think it's possible for me to plant a desire in somebody's heart. I think that God is the person who plants desires. And I think that we can nurture them, we can water them, we can help them grow, but I don't think we necessarily plant a desire in someone's heart. Now, I have some workarounds, so don't worry. I got some workarounds I'm gonna share with you guys here in a minute. I do think it's possible to do some stuff around that, but I think that the actual seed has to be planted by God. And think about this, because I think about when I was a kid growing up. I remember, like in hindsight, Russell today. Looking back on Russell As a 15 year old kid, I remember thinking books were stupid. I remember my mom taking me to the bookstore and be like, this is the stupidest thing. Why would someone go like, this is the most boring place on the planet. Why would I want to ever come here? Like I was being so annoyed with books. And then fast forward now, 30, whatever years later, 30 years later, you know, I bought 18,000 books in the last, you know, two years. Every penny that I've earned, I'm dumping into building my own event center slash library slash museums. I can look at books and smell books and talk about books. So it's definitely, it's definitely, you know, it's definitely kind of a flip flop. But I think about this like, like what caused that desire for me to do that, right? And I don't think it was ever initially, it wasn't a desire for actually reading. I was, I never came up like, oh, I'm going to become a reader. That's the thing, you know, I'm going to go read. Like that wasn't a desire, but, but there was a desire planted in my heart, right? And it was when I was a kid, like I had this weird desire. And you guys have heard a story, so I'm not gonna go deep into it, but watching an infomercial, seeing someone talk about, you know, Don LaPree, talk about making money, tiny classifieds. I had this desire plan, but the desire was something was a bigger thing. It was, I wanna make money. Like I wanna figure out how to make money, right? So that was the desire and that was the seed that was planted. And in the question obviously is like, why would God plant that seed? Like, who does he actually care if Russell makes money? So I think I solved that like 25 years later. So I'll explain that here in a minute. But I get this seed of desire place in my heart for me if I make money, right? And so I'm trying to figure out how to make money. And as a teenager, I'm trying all sorts of stuff, right? So I'm trying thousand different ways to make money. None of them actually work. But then I get into college, right? Me and my wife, we're gonna get married. I have nobody to support her. I want to keep wrestling. And so all of a sudden, like that seed that didn't plan before is like, well, I gotta figure out how to make money. So now that seeds there and desire and desire starts growing. How do I make Money. I gotta figure this out. And so I started studying, started learning, started reading, you know, and so that. That seed started to grow and started to develop and started getting bigger. That desire went from. It's a little T. Like, oh, it'd be fun to make some money. It's like, I've got to figure out to make money for my family, right? And as that seed started growing, then. Then, like ancillary seeds started growing as well. Not on, but not on purpose, but it's because they were the things I needed to actually make the money, right? So the desires, making money. But then, like, I was trying different things. I was flipping things on ebay. I was, you know, I was trying to sell stuff on Craigslist. Like, I was doing all these different things. And then in that process to try to figure out different things, I, um, I started, like, finding, like, ebooks about, like, here's how to make money. And I started finding more things and I started reading and started studying. And then I remember I built my first little business and I kind of set up there. I launched it, making. I was making a couple hundred bucks here and there. And then what's. What's interesting is I went to an event. It was my. It was my very first big seminar, Armand Morin's big seminar. And I had little business at the time. I show up at the event, I'm sitting there learning, and I remember there was a guy, Michael Fortin was up there speaking, and he was a conversion guy. Like, he was a copywriter conversion guy. He's on stage talking, and I remember he started sharing some stats and some numbers about different split tests. I remember the details, but I do remember one of them is like, you know, I was testing my headline. Like a blue headline versus the red headline. I can't remember which one. One. But one of them won by like, whatever, 30 or 40%. I was like, huh, that's interesting. So that night I went back to my. To my hotel room and I logged into front page of my computer and I went and edited the headline. I changed the color of the headline. But I did like a little split test. I could see which one converted. And sure enough, by changing the color of the headline on my page, it increased my conversions by whatever it was, 30%, let's say, which meant I started making 30% more money. Does that make sense? Like, conversion of 30%. So same amount of traffic. 30% more money came in my bank account. I remember sitting there like a week later, I was like, that's insane. I learned Something. And then I applied it and I made 30%. Like, I gave myself a raise, you know, like. And I was like, what? This knowledge is amazing. Like, I learned something. I applied, I made money. Like, what else could I learn? So I remember getting a book, I was reading a book, and most books fluff and going through stories. All of a sudden there's like one little nugget. I took that nugget, I was like, huh? So I took that nugget, I applied it and made more money. I was like, this is insane. I learned something, I applied it, I made more money. Then I remember going. I'm like, I'm going to go to another seminar. So I went to another seminar. I remember sitting there. I was sitting there for day number one. I was getting nothing, get nothing. All of a sudden, like, speaker on day three, dropped this little nugget. I was like, oh, I took that nugget, applied it, boom, made more money. I was like, this is insane. I just got to weed through all this content, all this stuff. If I find one little thing, it equals more money, right? And so I became obsessed with this, like, passion. I started buying books and courses and everything. Every course came, I bought it, I devoured it. Devoured. Not looking for, like, I need this thing to change my life. I was like, devouring it for one little nugget. I get one little nugget from a four day course. Boom. Changes everything for me, right? They were going to seminars. I remember one seminar going to, and I was there for like two or three days. I'm like, getting nothing. Get nothing. And then that night, everyone's going out to the bars and I'm introverted, Russell, I'm Mormon, I don't drink. But everyone's going to this bar and they come on out, hang out, it's going to be fun. I'm like, ah. You know? And finally I was like, okay. But I'm like, I don't want people to think I'm down there drinking. So how do I make this not, you know, like, worst case, I want some, like, tell my wife, hey, I saw Russell the bar yesterday, you know, so I'm like, colette, I'm going to the bar. But don't worry, I'm not drinking. I just. Everyone's going down there. I got to hang out with them. So I go down to the bar and the funniest story, I go down the bar and the bartender or whatever, the person comes up and asks something to drink. And I was like, first in my head, I'm Like, I'll get a Sprite. I'm like, ah, Sprite looks like what everyone else is drinking. I'm like, it's funny. I was like, well, it doesn't look like whatever else is drinking. I was like, can I order a milk? And the guy's like, you want a milk? And he's like, yes. And so he comes and gives me milk. So I'm holding this milk because the milk, at least in my mind, doesn't look like alcohol. So I don't. I want everyone to know that I'm not drinking. I'm drinking milk. And everyone's like, what are you drinking? I'm like, oh, it's milk. They're like, what? I'm like, I'm more than. I don't drink. So I'm drinking a milk. They're like, that's weird. But whatever. So I'm hanging out with these guys at the bar, and the more drunk they get, the more they start talking, the more that they start sharing. And in a very short period of time, these guys are dropping this gold. I'm like, what? I'm scooping up the gold, going back home, implementing. I'm like, I'm making so much money. And so because of that, this desire for learning started growing. Okay? The desire for money caused me to have a desire for learning. And then I started learning everywhere. It was books, courses, seminars, whatever it could be, right? And so I became a voracious study or learner. Not looking for, like, this book's gonna change. I think a lot of times people like read a book and they give a negative review. Oh, this book has got regurgitation. I was like, who cares? I'm not like, all I'm looking for one nugget that's like fun hockey life. People come. I mean, it's like a five, you know, four day event plus a one day date with dad. Like, is it gonna be worth it to come? Like, I value learning so much in five days. If you can't get one nugget that doubles your business, there's a problem with you, okay? It's because you're not paying attention with the right ears. You're hoping someone's going to save you as opposed to someone's going to give you an idea that takes you down a path, right? Like, that's the difference. So I became obsessed with it, right? And now look at my life. Like, it's books, it's courses, it's seminars, it's learning, it's podcasts, it's like just voracious what's the word? I'm voracious. Voraciously looking for, Looking for the thing. Right. And that's like, that's who I am now. Right. And so that's how I created the desire. Okay. So those are some of the experiences in my head I was going through as I, as I'm trying to figure this out. Like how do I create desire for my kids or for other people? Right. Because for me it was, it was this, this, it wasn't a direct thing, right. It was like I desire for this bigger core value thing that I wanted. And then from there there were things that I had to do to be able to achieve that value. And I started increasing the value around those. And then because I did that, it increased, it got me the value I wanted at the end of the day. Does that make sense? Okay. And then I hinted about this earlier. So I'm just kind of bring back and talk about it. So it was interesting. This was FHL 2017. I think we're in Orlando. And it was the very first time we introduced Operation Underground Railroad. So Tim Ballard came and we filmed a documentary. He came on stage, we shared the whole thing. We were all crying, it was crazy. We ended up raising $1 million for Operation Underground Railroad. I remember if you do the math Tim told us, on average it costs, it costs about $2,500 to save a child and then there's 7,500 to rehab them. So you'll get 10 grand, save the kids. So if you, what's the math on that? So let's say boom, hundred. So like in theory is the equivalent of saving and rehabbing 100 children from sex slavery, right. And so we do this whole thing and, and it's crazy. I'm thinking about, I'm thinking about everything that led me up to that moment in my life, right. I'm thinking about, you know, when I was in college and when I was in like 14 year old kid and I wanted to like study, like I was watching infomercials, learn how to make money. And then in a college kid when I got these, these things place my mind where I started caring about marketing and sales and advertising. Like why would God care about Russell? 20 year old Russell, 21 year old Russell, whatever. It was like geeking out on this. Why was like that desire placed in my heart when I was failing through school? Barely, you know, barely having success, didn't like reading. And also it's like, hey Russell, you're going to actually care about marketing when you Learn about marketing, you're going to be obsessed with it. Learn about sales, you're gonna become obsessed with, like, why was that seed planted in my heart? And I don't know, right? But I do know that 18 years later, 20 years later, whatever it was, God was using that desire. He planted my heart, right? He let me develop it through things I was passionate about and excited about. But then later, he allowed me to use that in a way that, that I think he called me to do, right? To help a hundred kids from sex slavery through this organization that we were, that we were supporting, right? I think about it all the time, like, a lot of times, like, why did God give me this. This thing? Like, wrestling is an example. Like, why would. Like, why was that desire applied in my heart? Why was I so obsessed with wrestling? Why was it a decade of my life, that's all I did. I wrestled, I lifted weights, I cut weight, I competed, I went to tournaments, I went to camps. Like, why was a decade of my life, like, consumed with that right now? If you look at my life now, like, I'm not a wrestler, you know, I'm not coaching wrestling. Why did I spend 10 years of my life doing that? It's like, well, God planted that seed in my heart because there were things I had to learn through wrestling, right? Like, the reason why I am as crazy as I am today, the reason I can outwork everybody on this planet, the reason why I'm successful is because of my wrestling, right? In wrestling, I learned how to, like, how do you go four days without water or food while competing and practicing and running and lifting weights so you can compete at a weight 20 pounds lower than you actually weigh on Thursday and do that every single week for eight years of your life, right? I did things in wrestling that most humans tried to experience it, they would crumble under the pressure of it, right? And I look at that, like, and I was doing consistently day in and day out, day in and day out. I remember sitting my high school, our wrestling room was below the basketball court. So I remember, like, in wrestling practice, we'd be done with a two and a half hour, three hour practice. We'd wrap ourselves in plastics and we'd be running, working out, getting the heaviest sweat possible. And then we'd jump under the mats and we'd roll ourselves up in the mats to like, to. To constrict all the heat so we'd sweat more. And I'm doing this while I'm listening upstairs, the basketball players running around, playing basketball, getting their Drinks of water, eating lunch and breakfast and dinner. Three meals a day, they gotta eat while I'm down there. I haven't eaten in three days. I've been drinking in two days. And right now I'm sweating eight to ten pounds an hour out of my body, like, so that I can make weight this week so I can compete for six minutes, right? Like, that's what I had to go through. And so, like, why did I go through that? Right? It's like, well, because in the future, Russell, you're gonna be called to lead a movement and to change people's lives and to build a company and a business, and there's gonna be times that it is gonna be brutal and it is gonna be hard. You got people who you thought were your friends turn their backs against you, right? But guess what? None of that's as hard as I did in wrestling, right? I learned how to. How to. How to endure that and succeed through that pressure, because this pressure is simple compared to that, right? And so God gave me the desire to learn wrestling so that someday I could be worthy and able to handle this calling, right? And so I think about that a lot. And so for me, it's like, those are seeds that were planted that don't make any sense in the short term, but when you look at your life as a grand scheme of things, it's like, oh, these things all make sense, right? Okay, so there's desire. So again, it doesn't always make sense. Why does God plant these things? How do we get there? And then secondarily, how can I help give other people desire? And that's the hardest thing. So step number one or so I have some steps here, but I think the thing I want to argue or discuss in this podcast and get your thoughts on, get you guys thinking about as well, is just like, how do we do that? How do we create desire in ourselves for things we know we want? How do we create desire in the hearts of the people we love and serve? Could be our kids, could be our audience, could be our whatever. How do we. How do we. How do we create those desires? How do we amplify those desires to help people in our world to be more successful? So that's the question. So I don't know the answer, but I have some steps that, based on my experience of 44 years, almost 45, my birthday's coming up, years of my life where I've kind of figured out. And so it's my best guess today, I'm keep developing this idea over time but hopefully this will be useful for you guys as you're trying to figure out as well. Okay? All right, so this is my thoughts and step number one, I got three steps here. Okay? So step number one, because I don't think that we can manually plant desires in someone's heart. I think the first step is figuring out what does somebody already have a desire for? What desires already been planted in their heart. Okay. That's the first step. Because think about me like, I already had a desire in my heart to learn how to make money. That desire was already there. So for me to, you know, to get obsessed with marketing and funnels and things like that. Like, while, like, it's hard for me to, like, you should be obsessed with funnels. Like, why? Because they're awesome. Like, I can't plant that desire in your heart. But if you got a desire for. For business or wealth or getting out of pain or whatever, like, if you have some other's value, if I can identify what that is, then I can work my way into that. I can increase desire for the thing I want by knowing what your core value is. Okay. The core thing you are desiring. So the first question is, what do you already have desire for? This is either for you if you try and influence yourself or. Or for the person you are trying to influence, your kids, your audience, whatever, right? Okay. So what do you already have a desire for? Now I was thinking about this. I'm like, what are desires? Right? Desires are the things that we value the most. Right? And it's fun right now, inside of our company, I think I told you guys, we split our company into. There's the clickfunnels company and the Prime Mover, which is the info coaching side of business. So still the same business. We kind of separate them into two units that work together, but they're separate business entities. I saw that we see different CEOs for each company just because they're different focuses and stuff like that. And so with the Prime Mover company we've been working on now is like, what are our company values? Which has been really fun, kind of putting those together, figures out and identifying what those things are. Right. And how they're different from other things we've done. So that's the big question. And so I started thinking about, like, what are the things that. That I value personally, right? Or my kids value? And so I did this. This master. It was a mastermind in paradise. We did mastermind. This is three or four years ago now. We're down in Mexico And I did this really fun experience with everybody. It was. It was one of the coolest things. I think someday I'll do it again. Maybe when the new event center is done, I'll do special event around this. But it was really cool. But I did this cool exercise, and I learned this initially from my friend Tal Tusfany. He's the head of the Ayn Rand Foundation. He's awesome. And he was telling me this exercise he did with people. So I did it for our audience. So the first thing we did is we created. We tried to figure, like, what do people actually value? Like, what are the things they value the most, things they have the most desire for, right? So I did in the. In. In this. This event is I gave everybody a packet of sticky notes. I said, I want you as fast as you can, top of your mind. Like, what are the things that bring you the most happiness in your life? The things that. That are the best, right? Things you value the most. I said, write them down. Stick notes. And then as fast as you can, start laying them out on these, like, little poster boards, right? Everyone down. They started writing it out. I did the same thing. And so I was up on stage, I had big old whiteboards writing down, like, things that I value. Like, I value reading, learning, understanding, religion, God. I value growth. I value health. I value social. Listing as many things I can. Like, hundreds of them, right? As fast as we can through listing them all out, putting all these sticky notes all over. And we. I had the whole whiteboard of all these sticky notes, right? And everybody else did the same thing. Now, by the way, like, a month later, we were at spring break with my kids. I did the same experience with them, which is really cool. So I gave them all sticky notes. Like, everything brings you happiness, everything that you're excited by, like, write it down. So they're all writing down. So we spent, you know, 15, 20 minutes right now, as many different values as we could right now tell cost. Calls this a value galaxy. So with this big galaxy, of all the things that we value, right? So that's the number one, which is really fun. So you do it for yourself, okay? This can help you learn a lot about yourself. You can also do it with get people you're influencing. That's step number one. Step number two is then you look at these value galaxies. You might have 50 or 100 different things that you value. They're exciting, right? We start looking at them, you'll notice that these things will kind of group into what. What Tao Tao calls Value themes, okay? So what happens is I'm like, okay, all these, these 20 here are all. If you look at those, they're all tied like my health and fitness, right? So I'm going to put all those things together. And like, this is. The theme is health and fitness, right? And underneath there, there's. There's 20 things that make me happy, right? Okay. And over here, I'm gonna take. These are about. About religion, about faith, right? These are by faith. And so I take these in these 15 things, I'm gonna put them together. These are all faith. So that becomes a value theme is faith, and I find another one. So for. For everybody, I said, do that. And you should be able to find five or six value themes will start popping out for you, right? So put them together. We find these different value themes also. It's like, cool, I have these value themes. Um, and so we have those. We have those different things. And now based on that, now it's like, hey, now I know here's the five or six things that I value the most, okay? And so that's what we did to figure out what the values were. And then this is the coolest part at Mexico, we did is then I said, you know, like, the, The. I think Ayn Rand said that, like, the pursuit of our values is the thing that actually brings us happiness, right? It's not. It's not the achievement, it's not the goal. It's like the pursuit of our values is what brings us happiness. I said, based on that, it's like, when I die, when all said, and I die, I'm on my deathbed, like, the question's like, did I not that I hit this goal. I made a million dollars. I thought about. It's like, like, in the sincere pursuit of my values, was I successful? And so I had everyone write an obituary as if the. The core five or six value things that they. They had designed had actually come true. And this is your obituary. And then I wrote mine. And it was crazy because I knew I was doing this for like, two months. I was preparing for the event. I was too scared to write mine. And the morning of, I was like, I have to write that. So I sat down, I wrote out my obituary, and then I stood on stage and I read it, and I was like, bawling my eyes out. But it was basically me taking my value themes and like, saying, you know, Russell Brunson, he valued faith. And because of that, you know, and I went through and I. And I did my obituary. And then I had everybody else, we spent an hour, had everybody take their value themes and from there, right, what they would want read or not. Obituary, Sorry, Eulogy. At the eulogy. And so it was really powerful. Now I'm not going to update with you guys because again, maybe when we launch the, our event center here, I'll do that with everybody who wants to come. It'd be a really fun exercise. But, but from there it helped me figure out, like, what do you actually desire? These are the five or six values you have, you desire the most, right? And so that's, I think, I believe that's step number one, because those values are already in us. They're planted, they're hard coded, they're in there. You can, I think that over time you can value more things and different things. There's things later in my life I value more that I didn't know 20 years ago. I think those things, they can keep blossoming and growing. I think it's stagnant. But for right now, this snapshot of your life, you have these different value things, okay? So you figure out those five or six things are okay for you or for your person you're influencing. Okay? All right, that's step number one. What do you, what do you already have a desire for? Okay, what are things you already balance, already valuing? Then we transition. Now step number two, okay, now we got to figure out how do we connect the thing that you or how do you connect this desire to the thing that will create the result? Okay, Typically the thing that you are selling or thing you're trying to give your person that you love who's not listening to you, there's a thing that will give them the thing they desire the most, right? So for example, my kids, I'm like, you need to be eating healthy. And they're like, I don't want to eat healthy. It tastes like garbage. I'm like, no, it doesn't. It's like we're fighting because we're fighting over the thing, right? And I think that's where I get a headbutt with, with my kids sometimes my myself, like, I should be studying the scripture. Like, I don't want. It's boring. I don't want it. Like, I'm fighting over this thing versus stepping back and say, okay, how do I connect the thing that you actually want to this thing, right? So I think about, like, I don't want to throw my kids on the bus. They get so mad if I tell stories about them. But one of my kids, I'LL leave them vague so that. So they don't. They don't get mad at me. But one of them last night went into our gym, which we have the most insane gym ever on our yard, and our kids hardly ever use it. It's. Anyway, yeah, but they went in there today and they were working out in the grocery stuff. And then that. That kid came back in and was like. And I was like, you worked out this awesome. Like, yeah, I want to get abs. Boom. I figured out, what do they desire? They desire for whatever reason, abs, right? That's what they want. I said, okay, now I have a. Like, now I know exactly what's been implanted, okay? Now me trying to get that knee healthy. Now, it's not like you need to eat healthy. Like, stop eating this garbage. Like, now it's like, because they don't value that, right? What do they value? They value abs, okay? I know they value abs. Eating healthy is going to piece that. Now. I've got a map. Now say, okay, they already desire this. Now. So again, step number two is figure out how to connect that desire to the thing that will create the result. Usually the thing is what we're trying to sell somebody on, right? Here's the thing, okay? We're trying to give them desire, the thing, but they don't have desire in the thing. They have desire in their value. So I have to connect the desire for that thing to the result. This is just like me back in the day, right? I didn't want to read or learn or anything. And I go to the seminar, Michael Fortin's like, hey, change highlight red to blue. I apply, it makes money. I was like, oh, boom. Now I have desire for the thing. Learning. I love it. I'm obsessed with it. Prior. No, just want to make money, okay? The internal desire was making money. As soon as I learned that, like, by doing the thing, it'll make me more money, I became obsessed with it, okay? I think health was the same thing for me. Like, I didn't care about health. Like, my whole life, I was a wrestler, you know, awesome shape, 7% body fat, abs, awesome. It was great. Then my wrestler ends up, the same weekend my wife gets pregnant with twins, she starts eating for three. I started eating to keep up with her, and now I'm not exercising, working out and within, you know, whatever, seven and a half, eight months, she gains 50 or 60 pounds. I gained 50 or 60 pounds. We're having so much fun together, eating so great. And then she one day has two babies, loses all the weight. And I'm like, sitting here chubby all over myself. I'm like, oh, this is not good. In the next eight years, Eight years, I didn't care about health. I was just overwhelming. I guess I'm just a big guy now who cares, right? Did not desire it, right? Until the pain became too hard. Like, I, I. And it's funny, though, because I became. The pain came too hard and everything. But then I started. I decided, I'm going to lose weight. But it was hard because I. It was hard to motivate myself. And there was just. I didn't have desire to do it. But after I started doing it, I started shifting. The way I was eating was crazy because what happens. I started. I started eating differently. I'd skip breakfast. During lunch, I'd only eat proteins, no carbs, and I didn't have carbs. I'd be shifting this the way I was eating. What happened is, is my brain didn't get tired. I didn't get brain fog. And so I'm at the office all day, and I used to go till, you know, from nine till noon that I eat. And then the rest of it's kind of fuzzy. Nothing get done, right? So I made less money. And by shifting my eating, all of a sudden, guess what happened? My brain functioned the entire day. It was crazy. And then I got more production out of the day. I got more stuff done every single day. I started making more money. I was like, wait a minute, wait, wait. You're saying that if I get healthy, I'm gonna make more money and have more energy and more things? Okay, Boom. I'm sold in that desire. I'm in on that because I want to make more money. Therefore, health makes me more money. And I can tie the thing that I'm trying to do to the desire I actually have. As soon as my brain connects those things, like this equals more money, then it's like, boom. Now that now I have a desire for that as well, because it feeds the desire I actually want, okay? So it's. It's connecting those dots between them, okay? Same thing for me right now. Like, I've had times in my life where I. I'm really good at scripture. Good and bad, Good and bad, right? And then anyway, man, this is like, literally in the last couple months, gangs, I all start and whatever, but I started thinking about, like, my desire. Like, one of my core desires right now is I'm trying to figure out all truth, right? And this is like, from all the books, so personal development, health Like, I want to like, what is, like, what is the truth, right? And so for me, it's like now I want to, I'm, I, that's me. I'm valuing, right? Which is why I'm trying to learn and educate all this kind of stuff. And so for me it's like, well, I want to start sending scriptures and I want to not just mind. I want to study the Mormon scriptures. I want to study your Book of Mormon Bible, New Testament, Old Testament. But I also want to study other scriptures. I want to like, what do the Muslims believe? What do you. The Jews believe? What, Like, I become obsessed with, I want to understand how they all fit together. And like, it's become the most fascinating thing for me, right, because it helps me, like, in my head connect these things, understand like, like just the truth of everything. So because of this obsession over here, it's drawn me into, like now, like I'm loving the scriptures and, and other people's faith. And like, it's been so much fun, right? Where before I was fighting it very hard, where this morning I was up early reading scriptures, having a great time because I've tied the thing and now I've desired the thing to give me what I'm actually looking for over here. Does that make sense? Speaking of which, this is kind of a side tangent and the site, there's a side tangent, but you know, I'm not gonna go political because everyone's got different beliefs here and there. But one thing that's really cool is I become obsessed with like conspiracy theories a little bit and like honest, obviously, the JFK one. And last night as I'm recording this, Trump signed the thing to release the JFK documents. Like, I'm so excited to get behind, like, what's the actual truth in this thing? And so anyway, there's, there's a tangent. All right, I've got one more step here inside the three step system, but I have to jump on my of a live call. I'm live with that. A couple hundred people with one funnel away recruit. If you're not one funnel away, you go to one funnelway.com, go sign up. I'm jump on with them. I got, I got an hour of Q and A with them. Then I'll come back and I'll tell you step number three here, which will be awesome. Step number three. Then after we know step number one, what is it? What do you already have desire for? Step number two is figure out how to connect that, that desire to the thing that will create the result, right, which is usually the thing you're trying to sell them or persuade them or influence them on. Then from there, we'll move on to step number three. When I come back, I'll let you guys know what step number three is. Do you have a funnel? But it's not converting? The problem, 99.9% of the time is your funnel is good, but you suck at selling. If you want to learn how to sell so your funnels will actually convert, then get a ticket to my next selling online event by clicking on the link in the description or go to sellingonline.com YouTube right now. All right, everybody, I'm back. I know for you it's probably just a commercial break, but I just did an hour long Q and A with the OFA people and had so much fun. And actually it was funny because maybe, maybe it's just because my mind was thinking about desire specifically right now, since we're talking about it. But it was interesting in the, in the conversation, somebody was asking about niching down. They said, my products help for everybody. And I said, yeah, but the reality is like, you know, it's hard to market to everybody. So instead you got to find different niche markets to kind of focus on, at least for your front end offers. I said, for example, in my world, you know, I have one market that we, we serve with funnels are network marketers. I'm like, so I have a front end funnel that serves network marketers. But I'm like, we also help life coaches. I have front end that's, that helps life coaches. And then we have front end that helps, you know, local businesses. And so I kind of talked about that and in my head I was like, oh, my gosh, like, we're doing our marketing every single day, right? Like, a life coach has no desire for a funnel, but they do have a desire to grow their life coaching business. Therefore I tell them, like, help them grow life coaching business. But then how do I do it? I do it through the thing, which is a funnel, right? Network marketers don't care about funnels. They care about growing the network marketing business because that's the thing they've already been convinced is going to get them to their desire, which is probably more money, more freedom, whatever. And so then I got to convince them that my thing, funnels, is the thing to help them with their thing, which is network marketing, which helps them with the end desire they want, which is actually to grow a business or have freedom or whatever it might be. Who you see how this works. You guys, you understanding this? Okay, so recapping step number one, what do you, what do you already have desire for? Step number two, figure out how to connect that desire to the thing that will create the result. Now that moves us to step number three. Step number three is then how do we increase the desire for that thing? Desire amplification, that is the question. How do we do that? And I don't know. Again, there's probably a huge list of all the ways I'm going to share with you guys a couple ways that have helped me in my life. So the first thing I do to help me increase the desire for something is I think about it all of the time. Okay. I think back about myself. Like when I, when I got into wrestling and I fell in love with wrestling. I want to become a wrestler. I wanted to, to be a state champ and then a national champion, an all American. Like, it became obsessed. Like, I remember sitting there and everything else became a burden for me. Like, thinking about anything else was annoying. I remember sitting in class all day long and teachers are talking about who knows what. And all I wanted to focus on was wrestling. Like, how do I win? What's the move? How do I get my position? How do I. So all I thought about all day long at school, every day was wrestling. Even though teachers were talking, I was like, distracted. Like, I gotta pay attention. So I passed the class and the second I was able to snap back into what I wanted to, the thing I desired the most, which is wrestling, I did it right. So the more I thought about, the more I desired, the more it grew. And like, and so, like, desire grows when you're focusing and you're thinking and you're. And you're focusing on. Does that make sense? So the more you think about something, the more that desire grows. So for you, if I. If it's like you have a little seed of a desire, a little seed of something, if you want it to grow, you can't not think about it. You have to start thinking about it. And as you think about, you think about it more and more and more. And the more you think about something, the more it's going to grow. Okay, if you look at all these old books, like, he buy and think and grow rich and all these things about thought and thought control all sorts of stuff. Like thoughts come and go. But we can control our thoughts. We can think about something, we can choose to think about a thing. And if we choose to think about a thing, it'll grow. So if you know you got a little seed of desire. You want that desire to grow? Start thinking about it. Okay? For me, it's like when I decided I wanted to get back into reading scriptures again, right? There was the little desire that that thing was in there. So for me, it's like, okay, I gotta start thinking about this. Like, how do I do that? Well, I'm not gonna think about it by default. Like, so, you know, my brain's not gonna also stop. Like, oh, you should think about the book of John. You know, like, that's gonna pop in my head. So I started thinking, okay, who are people around me that. That. That do have that desire, right? They're excited. They're passionate. Like, I want to take this little spark that I have. I gotta find a fire somewhere else. And. And if I take my spark next to the fire, what happens to my spark? It becomes a fire, right? So for me, it's like, all right, who are the people talking about these topics right now? And so I start finding books and information and podcasts and YouTube videos of people who actually are talking about this thing, people who are already on fire for the thing that I want to be on fire for, but I'm not yet. I've got a spark. They've got a flame, right? So I find people have a flame, and I start surrounding myself around those people. So I'm listening to them on podcasts, I'm watching them on videos, I'm reading their content, reading their books. Like, I. That's how you take the spark and turn it into a fire, okay? So number one is I'm thinking about it all the time. Number two is I'm going. I'm finding people who already have a fire, and I'm surrounding myself around those people, okay? There's a reason why people come to Funnel Hacking Live. People tell me this all the time. Like, I feel like I'm in my house, I'm all lonely by myself. And I come to Funnel Hacking Live, and I catch on fire. That's what they tell me, right? I catch on fire, okay? It's interesting. Think about that. What's happening? They've got a spark of desire. They're at home. They're listening. They're seeing some stuff. They see me. They see, like, this guy who's like, I'm so passionate about this. I'm on fire. I'm excited. And so they're like, I need to come and get some of that. I don't know what that is. I want to drink the Kool Aid. I want some of that, what they're doing is they see this. This raging inferno of Russell, right? And they want to come and they want to get their spark close to that. Because I think if they do, it'll catch on fire. And it's true. Right? Think about that. Like, I'm always looking for people to connect with who are already on fire because I know if I'm around those people, it'll grow. You always. You hear people say all the time, like, you are the average of your five closest friends. Right? In all sorts of things in your income. Right? Right. Whoever your five closest friends are, how much money they're making, that's how much you're going to make. Same with your health, your weight, your energy. Like, like, whoever you're surrounding yourself, you'll be similar to, right? And there's a couple of reasons. Number one is either because you're going to drive everyone pulled down to your level, or number two, you're going to rise them up to your level, right? You're going to be the fire that turns their spark into a fire. Oops, sorry. And so for me, it's like, I'm always searching out people who are on fire. In fact, Andy Elliott, speaking of funnel hiking live, a lot of people, like, why do you like Andy? Andy, like, you messed up in his past. He did some bad things that I'm like. Because when I saw Andy online, he was on fire, and I wanted that. And I messaged him, I, dude, I don't know what you got, but there's a flame and my, my. My sparks are dwindling and I need to light myself on fire. So I called him up, flew out to his office. I spent literally less than 24 hours with him. And, like, his flame was so big that my little spark that was like, kind of trembling and struggling, like, caught back on fire. I came back home, I was like, all right, everybody. We're like. And like, I took that flame back to my team, and then my team caught on fire, like. And, like, that's how this stuff works, right? So you take this desire, number one, think about all the time. Number two, you got to go and you got to find people who have the inferno. And you get proximity. Proximity is power. Sony Robbins says. All the time, right? Okay. Number three thing here, a lot of times we focus on our future self. The thing we want, right? Our future desire, which is awesome. But thing we forget about a lot of times is that we have this past self that's potentially holding us back. I've been talking a lot recently about subconscious mind and so many different standpoints. But our subconscious mind is like all of the things, the stories we've been telling ourselves for the last decade, two decades, however long it is, our entire life, they have these belief patterns, right? Sometimes we're looking at the future. We're thinking about what we want to achieve and who we want to become. But the problem a lot of times is that we have these false beliefs and this baggage we've been carrying around subconsciously. And if we don't look at that and address and figure out how to break it, then those chains will hold us back. Okay, the best time I've ever taught this so far. If you read Expert Secrets book, I talk about when I'm trying to persuade somebody. I got to figure out what their chains of false belief are. These are the subconscious beliefs that they have that are holding them back. And then I have to come with a new empowering story that's going to trump their story, right? That's what the whole perfect webinar is about. I got to. I got to come in with the fire and the flame, and I got to figure out what their false belief is. I tell a story that breaks their false belief and rebuilds with a new false belief. That's how I get somebody to move and to persuade. The same thing is true for you. Like, if you're trying to change yourself, looking the future is great, but you also look backwards and like, what are the false beliefs I have? What are actually holding back? And I have to address that with conversations. A really good book by Ben Hardy is become your future self now he talks about it, like, looking backwards, like, okay, I got to reframe. I got to change the meaning of these things in the past that are holding back today, right? What are the things in the past? Like, for me, one of the things was holding me back over the last two or three years was, I'm not going. I'll be super vulnerable. So here we go. Here's a vulnerable Russell. I think you guys like vulnerable Russell. I would get comments afterwards. But, you know, one of the hard things for me is for the last decade, we launched clickfunnels, right? The first seven or eight years, like 3,000 people won two comic club awards. We've changed the industry. We've changed so many people's lives. You know, it's been hard for me, okay? It was really, really hard. They started looking these people who wanted to commit Club board for me, right? Then they go find our competitor, they white label our competitor, and there's pictures of them holding a true comic clipboard. Russell changed my life, but now I'm using this platform, which is theirs, and now they're competing against me. These people that I changed a lot. People are on stage crying like, you changed my life, Russell. It was so great. Now I'm gonna compete against you. Like, just, I don't know, I have. I'm super faithful to people you probably notice. Like, I don't quote, I don't, I don't tell somebody an idea that I got from someone else and not give them credit for it. Like, I think it's the lowest, most scum of the world thing you can do is to take credit for somebody else's ideas you've got from somebody else. I always pay credit to where it's due. I would never in a million years, like, with Dan Kennedy or with people that I respect, I never would go and like, and like, learn, have them change my life and then go try to rip them off, like, but it happens. It's been happening a lot and it's. It's been painful, man. It was really, really painful. And so there was a while, there was a season, probably for a year or two, I was just like, I don't want to help people because they're going to come in, learn my stuff and then, and then compete against me. Like, like, why would I want to serve that audience? Like, it made me so angry and so mad. And it's because the meaning I attached because that meaning was attached. Right? It was hard to move forward. It was hard to visualize. I'm going to change the world. I'm going to help a million entrepreneurs. I'm going to blah, blah, because I'm like, screw those entrepreneurs. Like, I'm changing their lives. And as soon as, like, I change their lives, they lose all loyalty to me. And then they go, like, behind my back, go and compete and like, promote a competitor. Like, brutal for me, right? And so I had to come back and stop and say, looking back, okay, what's the meaning I'm attaching? The meaning I'm attaching is like, if I help these people in the future, they're going to hurt me. It's not a good meaning, right? You not want to help people? Okay. But I stopped looking my past self like, ah, past self. That's a false. I don't know how I got attached. I didn't consciously, like, attach that, but it started happening. I see people with their ads, them holding a two comic club award in their ad and then talking about a competitor. And I was just like, I hate those people. I want them all to die. Right. It's not a good thing to say, but that's. That's the meaning that was attached, right? So it's hard to go and get more people and serve more people when that's the. The meaning that's holding you back. Okay, now what's your meaning? Right? What's the things that are holding you back and you have to stop sometimes look backwards. Because even though you got good goals and directions, things you say verbally, consciously you want, if your subconscious mind is holding you back, you gotta become aware of it and look at it and then you gotta look at the meaning you're attaching to these things and then figure out a new story, figure out a new meaning. So for me it was figure out new meanings. Right. Okay, how do I change this? In fact, it's been interesting. If you look at some of my ads right now selling online event I used to talk about like I'm a world record holder, Grace, you know, sold more from stage than anybody else in the history of all time. Like da, da, da. And, and, and now if you look at my ads up, I keep saying is like my goal of this event is to have you come in because I'm looking for somebody to beat me. I need somebody to beat me. So any competition, like right now, it's been too easy. No one else is competing. So I'm going to train you to become the best possible person that want you to compete against me so I can beat you. As soon as you beat me, I got motivation to come back and beat you. Okay, now it's a different frame, right? I'm same thing right now. My cool come in. Go ahead and compete against me. Okay, now I got some motivation. Like my number one strength. If you take strength finders, my number one strength is competitive. So I'm going to destroy you. So now like those people instead of like, I can't believe this person would backstab me that way. Instead it's like, oh, cool. All right. You think you're going to win. We could have partnered. We could have been friends. But now I'm going to beat you. I'm going to win. Right? There's competition coming out. There's Russell. That's the Russell that's going to win. Right? But I look at my past self and detach the meaning that's holding me back. Reattach a new meaning and then run with that. Okay, so number three there is looking at your past Self and explaining, looking at what's holding you back and then rewriting those meetings. And then number four, you gotta amplify the thing that will get us the value we have most, right? So again, this comes back to talking about earlier, right? Like, the value I have is I want to, for me right now, my, my number one of my number one values, impact. I want to change the world, right? So, like, there's the big impact, right? And then what's the thing that's gonna do that for me? The thing that's gonna do that for me is writing books. Writing books is painful for me, right? But I know that's the thing that's gonna give me the impact I want. So I have to take that thing, right? The writing the books for me, I have to amplify it by thinking about it. Okay? It comes back to the first thing. Just like thinking about, thinking about, thinking, like, amplify, amplify, amplify. The more you amplify, the more it's like, I love writing books, I love reading books, I love books. And then that thing becomes exciting and then that drives the value in the future. So there is my sermon on desire, you guys. It's not everything out there, I'm sure, but it's all the things in my head that I keep thinking about. And hopefully something in there was valuable for you. Again, the three steps I wrote down, step number one is, is what do you do? Or what do you already have desire for? Figuring that out, right? I'm talking you through the, the value galaxy, value things story. So what do you already have desire for? Number two, figure out how to connect the desire to the thing that will actually create the desired result. And number three is, then take that desire and increase the desire for that being amplified as much as you can. So hopefully that was valuable for you guys. Hopefully you got some, some value I'd love to hear in the comments, either the podcast or YouTube, wherever you're watching this, give me some comments on the things that you would do or things you're trying to do or any of your thoughts. If you think I'm crazy, if I wrestles or bad ideas, let me know your ideas. I'd love to hear. But that's kind of the what I'm working off of right now to help influence myself, influence other people. And it's been successful for most things. Still trying to figure out my kids, they are the hardest ones. I love them the most. So it's going to be worth it when I figure it out. So thanks so much. I appreciate you guys. Thanks for listening to the podcast and talk to y' all soon.