Secret #19: Your Own Personal Coaching Session With Russell

Hey everyone, this is Russell. Welcome to a camping edition of the Marketing Secrets podcast. So the big question is, how are entrepreneurs like us, who didn't cheat and take on venture capital, were spending money from our own pockets. How do we market in a way that lets us get our products and.

Our services and the things that we.

Believe in out to the world and yet still remain profitable? That is the question, and this podcast.

Will give you the answer. My name is Russell Brunson and welcome to Marketing Secrets.

Hey guys, I want to do a really special podcast today because I think for some reason a lot of people thought this whole entrepreneurship business was gonna be easy and they're gonna get rich quick and all type of things. And the reality is it's hard. It's really hard. Especially the first two or three years. You got to find your voice, you got to create a brand, you got to build a movement, you got to create products.

People actually want you to figure out.

What it is you're selling and how to sell it. And yet there's a lot that goes into initially. And I think that sometimes we get seduced by how quick and easy, because, you know, overnight success stories, people make a million dollars in five months. Come on the back of three or four years of work and effort and time. And recently one of our coaching clients, they've been struggling and as I kind of saw, they were doing the motions, but they weren't having success. And I realized that the reason is they hadn't put the time in ahead of time. And I sent him a voxer. It was about a 15 minute VOX message that kind of went over this and I've edited out from that message all this stuff that relates to them. Cause it doesn't matter who they are, but it was a message I think everybody needs to hear and should hear, because you have to realize that there's a lot that goes into it. And sure, maybe there's other businesses you can start, maybe you can go start an Amazon business or things like that, but you just need by product, post it. And that's how it is. But if you want to be a.

Leader, you want to be an expert.

You want to change the world, it takes some time. You think about it. People go to school for 4, 8, 6, 10, 12 years to try to get a job that pays them 50 to 100 grand a year. Like you're trying to make become a multi millionaire. You think it's going to happen overnight, like it takes the energy. So I want you to listen to this voxer and just hopefully, it's a coaching call for you. And think about the effort you got to put into it. Think about the team you need to build. Think about who you need to become to have those huge successes. The other thing I talk about a couple people. I mentioned Anthony. I'm talking about Anthony D. Clementi from Biohacking Secrets. I talked about Kaylin. I'm talking about if you look up Ladyboss Weight loss, you'll see Kaylin. And I mentioned a couple of my.

Inner circle members by name and may.

Not have said their full names, but that's kind of who they are. So you have some context as you're listening to this. But listen to Foxer. Use it as a personal coaching call for yourself, and I hope that it gets you excited and fired up to put in the effort that you need to take over the world and to really change people's lives. So there you go, and I'll talk to you soon.

Hey, what's going on, everyone? This is Steve Larsen, and I work for Russell. I am his assistant, and he's asked me to go and clean up a lot of the audio for this podcast. So as you listen to this episode, just know that Russell's answering the question. Really? If I'm just one funnel away, then how much farther away is that funnel?

Yeah. So, I mean, I don't know all the answers ever, but from my experience. What? Like, I don't think. I don't think you, like, I think you're seeing people's highlight reels and you're not seeing, like, the rest of it. Right? Like, and things can be shortcut. They can speed up. But, like, Anthony, for example, if you knew Anthony's whole story, like, it wasn't like he became this biohacking dude. Like, Anthony was my coaching program for three years, and he was barely scraping by for three years in the weight loss market, going hard and heavy, targeting weight loss and women. I mean, weight loss is by far the most competitive market on planet Earth. So it's like, to be successful there, you have to be super, like, a very unique angle or have an amazing story, be one of the best salespeople or the best copywriters or whatever that is, right? To be dominated. Anthony tried weight loss for three and a half, four years. I knew him and struggled, struggled, struggled, struggled. And it was like, for him to have success, we had to shift from weight loss into a completely different angle. Right? Blue ocean, like, biohacking thing. And that's where he's financing success. But in that time, I mean, if you look at his story, like, he came to have Lyme disease. He spent two years biohacking himself on his deathbed trying to figure out how to survive. And after he figured out that, he went on this mission where he literally. I love Anthony because his heart is so big. I would say conservatively, he probably coached at least a thousand people in three years, most of them for free because they couldn't afford it. And he just loved people so much. They cared so much about him. And that's how he found his voice. That's how he has so much certainty. When you talk to Anthony, it's never like, it's just absolute certainty. So people plug into that, right? Like the absolute certainty is like, there's not people following me. It's because in this thing that I'm good at, I have absolute certainty. I have no, no wavering doubt, right? Like you plug in because they're like, wow, Russell is certain. So, like, I need to follow that. And so that certainty doesn't come with by positioning or posturing. It's, it's, it's by putting in that work ahead of time, right? And just mastering it, like, and the point where you just know, right? So that's Anthony's journey. Caitlin's is different. Caitlin has such an amazing story. How much was she gained? She lost. And she happens to become one of the best sales people ever. Like, I don't think there's any. There's very few humans on earth to become a better salesperson than Caitlin, which was why they're dominating that market. Because she is so good at like, it's so clear on her messaging and like, she's one of the best I've ever seen. And like, she's dominating there, right? You know, and then Caleb's got just Caleb. Not overnight sex or success story either. He's young, but man, that dude grinds more than anyone I've ever met. Like, insane amounts of hours and time and effort. And that time he was 13 years old, he read more books than I had. Right? He had done hundreds, hundreds of Facebook lives during that time before and even started hitting like that. Kids put in his 10,000 hours plus before he's 15 years old. So it's like, like that, that's, that's what you're not seeing. You're seeing like, oh, he's a 13 year old kid. Like he's successful. It's like, well, like he didn't just step into that. And some people do. Some people are like insanely talented. Doesn't make Any sense.

Right.

And that does, that does happen. But for most of us, like, it's not that way. Like I didn't make a penny online for two plus years and then the next like five years were like hardly anything. And you know, it took seven or eight years before like, like I found my voice to be able to be in this market and have certainty where I felt that, you know. So how do you get the absolute certainty? It's by putting in the time, it's by doing the, you know what I mean?

So I actually am the Coach for the 2 comma Club Coaching Program and I love it. It's so much fun. It's fun to see because, you know, I've been doing this game now for about four years now. And for the first several years I actually made no money with it at all. I was with any of my funnels with business, entrepreneurship in general. And I just, all I knew is I wanted to be an entrepreneur. And I started put my head down and working and I did everything from stocks and options to real estate, you know, commercial and residential. I went and did ebooks, door to door sales. I went and did telemarketing. I went and did, I mean I did everything. And it was all with this backdrop of just wanting to be an entrepreneur and provide value in the marketplace and go do this stuff. And I failed my face off. I mean, it was one of the most humiliating things in my entire life. My wife and I were living on, we were living on loans in college and because I was, I was, you know, my wife was basically the, you know, the spouse of the suffering entrepreneur. And I didn't want to be that story and it turned into be this really painful experience. But I literally was listening to Russell's podcast, I was listening to these other entrepreneurs and their podcasts and the other. And I was, it was honestly them like YouTube motivation videos and all the stuff that just kept me going with it and, and just the sheer belief that it would work and also just you know, mad obsession over the topic. And if I could turn around and tell myself a few things now, it'd certainly be that I really wish that I had spent more time crafting my voice early on. I like what Russell's mentioning inside of this podcast right here, telling, you know, that you've got to figure out the voice. And the way that I did early on was, was by regularly publishing. I just get out there and I'd just speak. There was a time after I read Dotcom Secrets, I went and I was like, hey, I know enough to at least teach someone else. And I literally held a three hour free class inside of a stranger's home and they had all these people there, all these friends and family and I recorded the whole thing and that became my first info product. And I didn't know that's what it would become. I didn't know it was just pure obsession over the task, pure obsession over the topic that kept me going with it. And so number one, what? One of the biggest things everyone struggles with when they start doing this thing is they have to find their voice. And if they can't find the voice, that is, where do they draw the line? In the sand? Where does the polarity come from? Where's the passion? Where's the stories in the background? And if you've never spoken before, you've never put yourself out there before, you're never quite going to know how those things actually fit together. And so it's awkward for a lot of people who are just starting outside two Compound cup coaching because they have never figured those things out. They don't know what that's like. So not only are they trying to create a brand new product, number one, not only are they trying to create the sales message, which they've never done before either. Number three, they're trying to find their voice. They're trying to do three things at the exact same time. And you can do it, but when people are going out and they're expecting, hey, I've been doing it for a month, I've been doing it for two months, but they still have never actually been successful with it. When you look at it from that angle, tumors, well, of course you're not successful right off the bat. You're trying to figure out your voice, your product and your message all at the exact same time. And it's been two months and you're not happy with it. So you got to think of it from the other side. These guys that have been publishing for a super long time or people who've been giants inside the marketplace. You look behind every one of their success stories and every single one of them has got these amazing stories. Usually they're racks to riches stories or usually they're stories where there was so much failure at the beginning, but they just kept their head down, they just kept pushing forward on the whole thing. Those are the three things as you start moving forward. And you'll learn more about this in two Comic club coaching. That, that really, that piece right there will put so many other things in place for you as you keep going forward. Find your voice. Find your voice. Find your voice. And I was really against finding my voice. It sounds stupid, but I didn't want to listen to Russell. I didn't want to listen to the things he was saying. It was before I worked for him or before anything else, but I'd be listening to his podcast and he kept saying, hey, you gotta get out there and you gotta find your voice. Start publishing. And I actively was like, against that. I was like, there's no way I'm gonna podcast. There's no way I'm gonna start YouTubing. There's no way I'm gonna do any of that crap. I don't wanna. And it was at his event in 2016. I had no money, and I literally was building funnels and trading funnels for a ticket and trading funnels for a plane ticket and trading funnels for a hotel night stay. I mean, I had no money, but I just knew I needed to be there. I had been hustling for several years by that point. And I got there and I sat down and I listened to Russell and I was like, hey, I've worked my butt off to get here. I have no money. I don't know how I'm going to make it. But what I'm gonna do is whatever he says, I'm just gonna do it because I've put in the time. And I, you know, I just want to make this work, and I know it will. I just need to keep, you know, just keep working it, keep working it. And so what I did is I went and I started. I sat down, I started taking notes. And all of a sudden, Russell stands up and he goes, every single one of you guys need to get out there and you gotta start publishing. And I was like, crap. He said it. I gotta do it. And I went out and I started publishing regularly and. And the first 20 episodes that I did were really awkward. They were bad. But something happened. Something clicked. My voice changed. Something happened. My confidence changed. I got stronger polarity. What I believed started coming out stronger as I went. And I started interviewing other people and started talking with others in the industry. I figured out the place for me to exist in the ecosystem without being competitive with everybody else. That way I could collaborate and not compete as hard in my own little blue ocean niche, amazingly. And what's cool is that when I started doing that, and just like those in 2 comma Club, I know a lot of you guys listen to this podcast. That's why I'm just a little Shout out to you guys. But I know a lot of you guys. What I say to you is, hey, if you go and you start just regularly publishing, you'll, number one, find your voice. But number two, the place for your offer to exist, the place where you need to create your new opportunity, your new niche, that place will start to bubble up and start to emerge out of the red ocean, the red sub market ocean. And it's amazing what's gonna start to happen too. You'll start to figure out the message. The market will start to tell you everything that you need to know. You don't know enough to actually be successful on your own. You don't. The market will tell you everything. Always. Don't try to come up with it on your own. If you do that, fantastic way to fail, Fantastic way to lose money. I did it for years, I can tell you all about it. Really what this game is, is go funnel hack, which does not mean pages. Alright, if the offer is online, then yes, that means pages. But go funnel hack an individual, funnel, hack their voice, funnel hack their offer, funnel hack their message, right? And so what you do is you start to see this picture that emerges out of the sand. Oh my gosh, that's what I have to go make. Here's the formula. Here it is. That's your best shot. You take your best shot at launching that thing and then you step back and wait. And what ends up happening is all these people will start to give you feedback. I wish it had this. They'll come with a form of complaints. I wish I had this. Your product sucks at this. Don't push that stuff away. Those are the things that let you know that you are doing well. Those are the things that let you know what to create and build next. So you take the aggregate voice, the aggregate complaint about your product, the aggregate feedback, and those are the things that's the market telling you what to go make. Then you go make that thing. And what's nice is when you do that and you take those pieces of feedback, you, number one, take your best shot. Number two, get feedback. Number three, you turn around and tweak it and relaunch it. Now you're in this little cool little iteration cycle, but the pressure is not on you anymore. You've already launched the thing, it's already up, it's already rocking and you're getting feedback. But anyway, so that's what I'd say. That's just my commentary on this piece right now that I completely stand by and behind everything that he's saying with this that it is so in order to gain confidence, you gotta live it and you gotta live in it every day. You gotta be the expert, the go to person inside of the industry itself.

And so. And it's hard when you don't have like a story because it's like, like, because even though the one that I watched, I know a lot about weight loss market, I've struggled weight my throughout my life. I've coached a lot of people at market. So I was watching and just not to critique certain things, but just like the one thing I know from the weight loss market people have worked through it is that people in weight loss are very skeptical. Like if, if somebody is. Doesn't have a story where they overweight, like, they don't understand what it's like to be me. Like, that's, that's their belief. And then like in the video you guys talked about like how to target certain areas, how to reduce fat. And I was like, cool, this is like a good topic. It's something people very concerned about. People have love handles. They have this that they do want to target spots. And then the advice is kind of like, don't target spot. Like lose all your weight. And I felt like that message was not like that. Most overweight people that I know would have, would have. That message was, was not. Not only not shareable, it was like the opposite. Like, it would have pushed them away. Like, we have no idea. You've never had, you never had love handles. Like, like that would, that's what. How they would have, how they would have reacted. Right? I know that because I've worked so many overweight people and I've done that. Like, and you guys should know that. You should know that. Like, if you told somebody that and say, oh, don't worry about like your love handles, you got to lose this. Like, because you told someone that face to face, you would have known, like, you should have known that. Like, this is your market. Like, you show them that that would have repelled those people. Because the number one concern that every single person weight loss market has when they start working with a trainer is this person has no idea who I feel because they're not overweight. That's why Caitlin's story is so essential her success is because that's what they're all. That's their biggest belief, right? Like, that's, that is the biggest limiting belief in that market people have. In my market, it's different. My market is like, if this stuff works so good, why don't you give to me for free. Like, that's my market. Something beliefs, like, that's I'm fighting against all the time, right? It's like, you got to know that in your market. And then, like. And that comes from, like, doing this over and over and over and over again and then doing it and then people offended and then doing it again. Next time they don't get as offended. It's kind of like this Groundhog Day, right? Like, every time Bill Murray comes back and he relives the life, he, like, does it wrong. So he tweaks it, comes back, does it again, does it wrong, tweaks it, you know, eventually, like, has a good life. But it's like, you know, how many years he was in that, that Groundhog Day experience? And it's like, we need that in volume a lot. But I also think, like, defining your message better because, like, it's like, where the money being made right now, it's not in, like, traditional weight loss. It's in the fads or the blue oceans, whatever, right? Keto diets, like, that's the hot thing. So it's like when we launched Pruvit, we were kind of first people coming out there, and now there's been this huge swell of thousands of different keto brands and products and things like that. Some people are succeeding, some are failing, but it's the ones that are, like, diving into this market. It's hot. If you look at, again, expert secrets 101, like, find a hot market, ask them what they want, and give it to them. What they want, what they need, right? You find out exactly what they want, you sell them that, and then you can fulfill and give them what they need. But that's. That's the big thing. You gotta understand the market super well. And only way you do that is by, like, putting in the time and the effort. So it's like, that's just completely being honest. So you got to differentiate completely and have like, this sub market that you're like, right now, Dave Woodward works for us. His wife's going into that market, and she tried for four or five years to succeed in the weight loss market. And she's got amazing stories. Like, she's been a personal trainer forever. Like, and she struggled because it's like she's stepping up to play with the best, the best of the best. And so finally she's made the shift to. Her whole program is now called have It All Moms. And it's focusing on moms, how weight loss within moms. There's not just weight loss, but it's also these other parts of personal development. And, like, she's carved out this ocean now. She's finally getting traction. But it was four or five years, like going up to big leagues, and she's. She's a great salesperson. She's always saying she struggled. And so again, for you guys, it's like, you got to find your market. You got to find the market where, like, what people actually want and what they're looking for, not so much what they need. We fulfill what they need, but we've got to sell them what they want. Right? So that's. That's that. But there's the art and the science of this game. Right? I think you've heard me, hopefully you've heard me talk about that. And I think, like, most people that struggle as entrepreneurs typically are like the A student. So I'm guessing you're an A student, like, just by default, like, because they're really, really good at the science, right? Like that part of it. But the art is something that you feel, and it's different. And so typically, people who are really good students struggle with that because it's like it doesn't comes naturally. Whereas usually, like, the C students are ones really good at the art of it, but they struggle with the science. Right. And so for most businesses, I recommend for people is like, if you're in that spot, it's like you figure out who you are. Like, when I got started in this business, one of my first mentors told me said, look, there's so that in every business, there needs to be a starter and a finisher, and you got to figure out who you are and then surround yourself with the other people. And at that time, my business, I was like, well, I'm a starter, really good starting, really bad at finishing. And so I was like, hey, I need to surround myself with finishers. So I started hiring people that really good finishers. And that's why people always ask me, how do you get so much stuff done? It's because I have the ability to start a thousand things, but I've got a team behind me and finishes them all. But I know what my strengths are. I know my weaknesses are. If you go Tony Robbins, business mastery. He talks about every company. There's three types of personality types you got to have. He calls it an artist, an entrepreneur, and a manager. And so the artist is the person who's obsessed with that thing. One of them's got to be obsessed. Like, that's the artist Right. Next person is the entrepreneurs. The person's out there, like, risking and, like, going crazy and like. And like doing, like, that part, like being. Going out there and doing stuff. And then there's manager who's in the management roles. Right? And so just looking at that, like, like, inherently, what are you best at? Are you best at managing? Are you best at. Are you obsessed with the art of this thing, or are you the entrepreneur who's going out there and wants to sell the crap out of it? I think funnel hacking Live, one of the presentations they talked about, they took that concept, they called it, you need a hustler, a hacker and a designer. And clickfunnels. I was a hustler, Todd was a hacker, and Dylan was a designer. That was the three pieces. And so. And although you can't learn the other stuff, I mean, you can, but that's not how businesses grow, by us figuring out our weaknesses and focusing on it, Right? In business, it's the opposite. It's like, find your strengths and quadruple down on them and abandon your weaknesses and plugging other people in the spots. So it's backwards. So it's like, yes, you're capable of learning those things, but don't. Because it's so much better to find those people and plug them in. Right? And so even Brandon and Caitlin, you look at them, the reason why they're successful is you have Kaitlyn, who is like, the artist, right? She's obsessed with her art, like, and she's also like, one of the best sales people ever. I said, you have that. But her by herself would fail. And she has her husband who is like the manager, entrepreneur, like, like risking, like, that kind of thing. Because they have both halves is why they've blown up. Okay? For me, I don't have a spouse who's out of the half. So I brought team members and partners, things like that. That's why we were able to blow up. It's like, okay, let's take my strengths. I know what these are. Like, like, I'm really good at this piece. Let's find somebody who. That's their strengths, and let's team up. And now it's like, boom, now you can have way more impact with people, right? Whatever that is really understanding the market, but being obsessed with that, like, whoever it is that's the artist in your. In your business needs to be obsessed with that. Needs to be reading 40 blog posts a day, listening like, I listened today. So I'm a marketing guy. I don't think there's there's probably few people on earth that know more about marketing right now than me. Not to be cocky, but. But, like, I'm kind of obsessed with it, right? Today, I think I've listened to eight or nine marketing podcasts. I bought three products. I recorded 23 videos today. No, actually, 29 videos today recorded on the topic. I got done at 6, came home, eat dinner with my kids. I'm actually going back in because, like, I'm so excited about Sling, and I gotta keep going back in. So that was today for me. And so it's because I'm obsessed with the art of it, right? It's just like, there's got to be someone there that's that obsessed with it, or else it's gonna be really hard to drive it. And I got a message back, the first message that was like, oh, hey. So I did some Facebook lives. Nobody showed up. I was just. Crickets. Like, that shouldn't bug you. If you're an artist, you should not care. You love to hear your voice, and you just want to talk and share and study and learn and give and share and talk. Like. Like, whether people are listening or not, it should not matter. Like, you should be like, whoever the artist is in the business, that's the kind of level of obsession they need to have to be able to succeed. So it's like understanding that and then, like, if that's not you, that's cool. Find something that. That's how obsessed they are and then plug in your stuff where you're set. Like, you plug those two things together. Now you got, like, a force of nature to be reckoned with, right? But it's got it. But there's got to be, like, that's the pieces that. Because any business, it's like, you have to get it into orbit, and you can't do that by being a normal human and just, like, waking up and doing your thing, right? Like, it takes obsession. Like, that's why it takes an entrepreneur to launch a business, to get into the stratosphere. Notice it'd be at stratosphere. Hire a bunch of MBAs and people to plug it in and just kind of keep the thing moving. But it's obsession that gets it into orbit, right? A rocket can't get into orbit unless it's got huge boosters that just blow the crap out of it, push it off the ground. But again, it's tripling, quadrupling down on your strengths and backing off your weaknesses and find people who. Your weaknesses, your strengths. That's the ability to come to and blow it up fast.

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