Secret #36: The REAL Secret To Going From 7 To 8 Figures

What's up, everybody? This is Russell Brunson. You guys are catching me at a rare time where I'm actually doing housework. My wife is gone, a couple my kids are at naps and birthday parties, and I got to do a couple chores. So I was working on them, listening to podcasts, thinking, and also I was like, I got to share this. So we're doing an impromptu Marketing Secrets podcast. So the big question is, how are entrepreneurs like us who didn't cheat and take on venture capital? We're 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. Alright, guys, so I've got someone in our coaching programs who I love and care about and respect, and someone who has had a lot of Successes, you know, 2 comma, club winner for sure. And sorry, my wife's license plate thingy broke, so it keeps flopping down and it's been like six months. And she keeps hinting towards the fact that it needs to be fixed. And so finally taking the hint. I get it, hon. I love you. All right, so I'm fixing her thing while we're talking. Anyway, so this person launched a webinar, got to a million bucks, and then kind of transitioned to and liked, I think, loved the market and the thing initially and then kind of fell out of love with it. And so because that transitioned to a new product, created the product, did the ads, launched another webinar, had success there, and then another one has kind of transitioned a couple, and that person is kind of frustrated because they're like, well, I'm stuck at. I'm stuck at a million bucks a year. And they want to be. They want to grow. They want to get 10 million bucks. Not because of the money, but because of the impact. They want to grow. And so there's goals and, you know, how do I get 10 million bucks a year? And they're frustrated. And I was just like thinking. And they messaged me yesterday. And so I was talking to him and kind of thinking through it, and then for the last day or so, it's just been like, in my mind resonating. Like, what? Like, what's wrong? This person has all the skill set, they have all the talents, they have all the abilities. Why? Why have they not. Why are they not getting next level? Like, what's the thing I started thinking back about what I'm gonna be speaking a lot about. Funnel hacking live. But the process going from zero to million, million to ten and ten to a hundred. Sorry, I'm such not a handyman. I can't figure out how to get these things to work. Anyway, and so that was my thoughts. And I was like, okay, we know that from going zero to million, it's all about figuring out the what and the how. What are you selling that people actually want to buy and then how are you selling it? It's like you're doing through webinar, you're doing through Amazon. Is it. What's the thing? And after you figure out the what, this is what I'm selling, and this is how the people want to buy it. What typically happens is then your business boom explodes really, really fast. I tell people they know when they've hit their what and their how because they'll go from zero to a million dollars really, really fast. Dan Henders, a good example. So they figured out is what his how went from zero to a million in five months. Like, it's pretty. It's pretty simple concept, so. But it takes a while initially. Some people spend their whole life trying to figure out the what. Now sometimes figure out what to sell. Like, oh, I figured out the coolest product ever, but they can't figure out how to sell. They figure out how to sell based on the right product, things like that. And so for this person, they'd done that multiple times. They figured out what and how, hit up to million dollars, and then they. Then they shifted to the next thing. And I was in that cycle for like 12 years. So I'm probably a good coach for this because I had done it a lot. I had a lot of good businesses, but nothing that was great, right? And so, yeah, I can't fix the license plate. I'm giving up. Anyway, I tried. I get brownie points for trying, right? So what in the how? Right? And so I started thinking and I was like, okay, from zero to million is what in the how. From a million to 10, it's all about, like, the back end and the front end funnels. The front end funnels bring more leads in, back end funnels go deep inside of that thing. And all of a sudden, I had the epiphany. I was like, oh, my gosh, this is it. So I started thinking about click funnels, right? So clickfunnels. For example, did you guys know the thing? I think I had five or six different funnels I had tried before. We had the one that hit, right? And the one that hit was the funnel hacks webinar. It was just like, boom, it blew up. Now, if you look at fast forward now, clickfunnels has been alive for a little over three years, or almost. Wait, is it our birth? Anyways, almost three years. I don't know. Funnel, something like that. So almost three years. And what's interesting if you look at it, if you do the actual math of the Funnel hacks course, $997, we sold about 10,000 ish copies. A little more than that, but let's say 10,000 for number's sake. So that means $10 million we made from the webinar, which is awesome, right? Anyone else has a $10 million webinar, that's great. But $10 million webinar comes and goes. Like, I'd say it's probably one of the best, not the best in our industry, but that wouldn't have been that good of a story. Or else I made 10 million bucks. If you look at that now, we will. We're in September. October. By November, Clickfunnels will have passed $100 million in collected sales. I know because I have this countdown clock where every single day my accountant lets me know how much further we are away from that because I want to know how long it takes to go from zero to $100 million. And we're close, so we'll hit this year for sure. It'll be November. And so that's exciting, right? But I was looking like the webinar only made 10 million. It means the extra 90 million came from something else. So where did that stuff come from? And that's where it came from. Like going deep, right? From going from zero to million is all about the one and a half. From a million to ten is about is about the front end and the back end funnels, right? So front end is more ways to bring leads in, right? So we had the books, expertsecrets.com secrets, perfect webinar, things like that to bring leads in to the business. ClickFunnels.com's the front end. All the stuff like that. Then you've got the back end. Funnels are going deep, right? And so what's cool about it is I started selling other things related to funnels. So much stuff I could share with you guys. But if you read the Expert secrets book, talk about opportunity switch and then opportunity stack, right? So every business should only have one switch. So I switch people into funnels and I stack things within that market. When you do this correctly, you have compounding interest. I'm gonna explain that here in a minute, but I switched over there. So like when someone comes in with clickfunnels, then we've got other products and services to help them better at that thing, that opportunity. We switch them into, right, switch them into funnels and then we've got funnel scripts, we've got fill your funnel, which our traffic course, we've got our certification program, we've got our clickstart funnel for people getting started. Click funnels, we have click funnels, we have software, for crying out loud. We have all these other things, excuse me, that are all tied back though to funnels, right? So that's how we were able to go super, super deep. And for this person, the problem they had is that they got to a million dollars and they switched and then they got to a million dollars and they switched and they keep, they kind of switched the opportunity on person, they switched what they're doing, they're switching their focus, switching their branding and nothing against that. Like I did that as well if I would have stuck with the very first thing that I ever did. You know, we never have clickfunnels probably, I don't know, Todd would figure it out eventually, I'm sure. But that's the thing, like you gotta figure out that what and how not only not just for your customers, because again, you figure out the what and how for your customers, boom, you're at a million bucks fast. But then it's like man, this business I wanna be in forever. Cause I didn't wanna be teaching micro continuity forever. I didn't wanna teach 12 Month Millionaire forever. I didn't teach all my first million dollar projects. There was a whole bunch of them, right? I think there's seven or eight head that were million dollar winners. In the early days. We hit a million bucks, but then it kind of staled and it was like I switched the next thing, the next thing and the next thing. And to get to from a million to the 10 and to the 100 is about going, focusing deep. And one of the main major reasons why, number one is because of compounding interest, right? Like again, I'm not a finance guy, so my finance people out there know this way better than me. But some famous dude said the greatest invention in the world is compounding interest, right? And same thing is true with compounding customers, right? Like every single person that buys the expert secrets book, the dot com secrets book, go watches the webinar, buys Click funnels. Like I'm switching all those people, all those. The goal of every single one of them just to be completely transparent with no hidden agenda. The goal of all of those is to convince people that their new opportunity, their vehicle is funnels. Right? So I'm convincing you, hey, you're an expert, you need a funnel. Hey, you have an Internet business, you read a dot com secrets book, you need a funnel. Hey, perfect webinar, you need a funnel. Hey, clickfunnels, you need a funnel. Like, that's my only goal. Like, I want to be completely up front. Like all my front end funnels, like that's the goal, is to convince people, wherever I'm grabbing at that they need a funnel. In fact, I'm working right now on a new report called Network MarketingSecrets.com. yes, I own the domain. How cool is that? And that's the whole reason that front end is to convince every network market on earth that they need a funnel. And same thing for other markets. That's my whole thing. Now. Soon as someone believes that they need a funnel, which they do, then now I'm stacking, I'm compounding on top of that, right? So then I compound, excuse me, I compound. You know, hey, if you have funnel, you need funnel scripts. Hey, if you have funnel, you need traffic affiliate funnel, you need to become certified. You may need this, you may need. And so like everything else is just, is opportunity stacking within the opportunity I switch people into. And so if you're looking at your business and you're stuck at 1 to 3 million bucks, which is kind of where a lot of, you know, I was stuck at for a decade. And so I understand this world. It's because we keep switching our customers, we keep opportunity switching, and we're switching from opportunity to opportunity. Opportunity, opportunity. And what happens after a while, they kind of lose faith. And you're like, ah, this person's like telling me all these other things. Like the reason why we've done more in the last three years than the prior decade, times like five, right? Is because everything I'm doing is like, people look at, they're like, no, Russell, he's still preaching the same thing. Funnels are the key. There's just this other thing. Like how do you get traffic in your funnels? Oh, yeah, that makes total sense. Oh, here's the live event. Teaching more funnels. Like, like everything we're doing is stacking upon that. And so it's not like I'm switching people from opportunity to opportunity. I'm saying, look, no, you chose the right road. This is the path, this is the new opportunity to focus on. Now I'm just gonna give you more tools, more assets to amplify your experience and make it better for you. And that's how we get from a million to 10 to 100. Is that part right? Because funnels are awesome, but make money off click funnels, make money off funnel scripts, make fun, all these other pieces that lead more people into it. And so that was what I told this person. I came back and said, look, I think the biggest problem is not you don't have the skills you do. It's not that you don't want to create a product you do. It's that, like, if you were so passionate about that market when you hit a million dollars, then you would have gone deeper and like, what software can I create for these people? What certifications, what events? And you would have gone deeper trying to think of those things which are the back end funnels, which were the majority of the profit. That's where for me, it's where the other $90 million came from. But because they weren't as passionate about it, they made a million bucks and they figured out what in the how for their customers, but it wasn't right for them. If it would have been right for them, they would have sat there and all day long thinking about, how can I serve this person more? What else do they need? What else do they want? They would have heard the person's voice over and over and over again and they would have known. Right? Like clickfunnels came out of me knowing. We hear people talk about funnels all the time, right? All these other things people are telling us over and over and over again what they want, what they need. And so we just were creating those things for them. And that's how the business grows and grows and grows. And so, yeah, I think that's the key is figuring out what in the how for your customer, but also making sure it's the what for you. Because if it's the wrong business for you, if it's not something you're geeking out about, you'll keep switching. And that's okay. There's nothing wrong with that. You don't have to hit the perfect business the first time. A lot of times the first getting from zero to a million, the first time is about you getting the skill set and understanding the market and learning all these kind of things at the same time. If you're going there and you're at a Million bucks. You're like, I'm not happy here. Like that's okay. Like it's okay to back up and shut it down and figure it out. You got all the skills, you got the hard part done, it's easier refigure out. You got to figure out like, what is it that you're so insanely passionate about? What market segment, what people, what problems do you want to solve, so much so that it's gonna keep you up. And I try to figure out the next thing, like, what else do I create? What's the next product, what software do they need? What, what events? Like what, like what are the training? If they bought this course, what's the next thing they need? Like, what's the. And just like that. And that's, I think, the key. So anyway, I just got excited because like I said, I was talking to this person and kind of sharing that with them. And this whole idea of compounding interest, you know, that's the cool thing, is that every single person who buys one of my books, they come into my world and now they're going to buy the next thing. And the next thing. And the next thing you look at, like all the other revenue is all free. Like I don't have to repay for that customer, I don't have to all those kind of things. So it just keeps growing and growing and growing as opposed to when you're having things in different markets and things like that, it doesn't compound. That was my problem. Before we had 12 companies. We launched in a 12 month period of time. I wish it was once a month, one a month, but we were launching like 12 at once. And so it was even worse. But the interesting thing is just thinking about, you know, anybody who bought like the couponing product would never buy any other products. That was the biggest mistake. And then people who bought this, the weight loss product, never bought the other ones. And it was just like that was the issues, like it wasn't compounding. We had to recreate customers every single time. And I think the big first time I understood that was hanging out with Ryan Dice and Perry Belcher. And they had a whole bunch of businesses and I think they kind of strayed from this because they went deep in the survival market than they did within the survival and stuff like that. But what Ryan told me said that, he said anytime we launch another business, one of our rules is that our existing customer base, they have to be wanting to buy it. So that way we've got free traffic, that way everything's compounding right? If someone buys from this business, they might all spy from this as well. And while I agree with that, excuse me, I had to go even a step deeper and not do it just in the same market. Do it within or. Yeah, not just parallel markets. I'd say pick one market. And then again, opportunities stack. All as deep as you can go. So, anyway, that's what I got. It's hot here in the garage. Hopefully it's not too echoey. Anyway, I'm gonna go figure out how to try to fix this license plate. My wife. So she'll be impressed with me. That's the goal. Just all the women out there know men's only real purpose in life is try to impress their spouse. That's it. We're good with everything else, so I'm gonna try to do that so when she gets home, she'll be impressed. Anyway, appreciate you guys. Thanks for listening and I'll talk to you all again soon. Bye. Would you like to see behind the scenes of what we're actually doing each day to grow our company? If so, then go subscribe to our free behind the scenes reality TV show at www.funnelhacker.tv.