Secret #51: Focusing On Your UA, $100K-A-Day Role

What's up, everybody? This is Russell Brunson. Welcome to Marketing Secrets podcast. Hope you guys have an amazing day today because I got something cool I want to share with you. So the big question is, how are entrepreneurs like us, who didn't cheat and take on venture capital, who are 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. Hi, Brunson, and welcome to Marketing Secrets. Alright, everybody, I'm heading back in the office. It's been a couple. The last two weeks have been a lot. So some of you guys, if you've been watching, last week I rewrote a webinar from the ground up and it did really well. Over a million dollars in sales in the first week, which is cool. But the coolest thing is now the asset is done and created, it'll be placed in different places, including the homepage of ClickFunnel, and it should next year generate, I don't know, a lot, anywhere from 10 to 20 million bucks. So it's like you do the work once and it pays you forever. Right now, right now, I'm writing a webinar this week for our new program called Software Secrets, which is a brand new thing. It's always the last webinar I wrote from scratch, but it was like the offer was similar to what I've done in the past. This one, this is a brand new offer, brand new everything. And my kids started wrestling and I don't know if I told you guys this already, but first day of wrestling practice happened. I didn't know about it. I don't know. We just got the dates messed up as my kids went. And that night I came home and I was all excited to see him, like, how's wrestling? And they're all in tears like, we hate wrestling. We never want to go back. And I was like, what? No. So I had to call the coach and a few minutes later I got called to be an assistant wrestling coach. So now every day at 3 o', clock, I love it. I get to go to wrestling practice with my kids. So the only problem is that this week was planned to be the software series launch week. So I was going to have a whole week to go out. The webinar problem is that now from three till six, every night I'm at wrestling. So it cuts out, plus like drive times, everything Else it cuts out about four and a half, five hours a day. But I really needed to get this new webinar done. So I've been late nights. I was at office till two last night. I got probably there for two or three tonight. And then we'll do the webinar tomorrow morning live. So. But I think conservatively it's an amazing offer. It's really insane. I'll be shocked if we don't do a million dollars during the launch week or this week during the webinar week, you know, and then that will go on. And next year it could do who knows anywhere, five to ten million bucks. So you do the work once and it pays you for the next five years, which is cool. That's what I love about webinars. All that effort you put into it. And so it's worth putting in the effort. And it's funny, as I've been doing this and thinking about it, I had an old friend about 15 years ago call me and start off as, you know, just kind of catch up then. And I respect him for this, but as a good salesperson does. He wanted to sell me something and then he's like, yeah, I can fly out to Boise and spend a day or two with you guys and show you all the stuff we have and all this stuff, right? And I was just like, like, how do you tell your friends this? Like awkwardly I'm sitting there and I'm like, like, hey man. Like, I just like, it was so uncomfortable. Cause like, how do you tell your friend, like someone who's known you and like when you were like, just a punk kid. And I'm like, I don't know how to tell you this nicely. But I was like, just so you know, right now I bill out if you were to come in for a day of consulting, like I bill out an eight hour day at $100,000. So for you to come out for two or three days, the opportunity cost for me is like, it's a couple, it's two or three hundred thousand dollars. And so I'm like, it's really hard for me to just block out that time. And I'm like, I feel like such a jerk telling you that. But like, you know, and if you want to come out and like we hang out as friends or something after, you know, like, I would love to see you get his friend. Like, that's super cool. I'm just like to take like two or three business days, like that's the opportunity cost is not little. And he's like, what? Are you serious? Yeah. It's kind of awkward, right? But you get it. Like, that's what we charge. And, like, you know, I saw some of the day posting in our Facebook group, like, how come the gurus don't just charge $150 an hour so they can help everyone? It's like, I wish I could. Like, I wish there was more hours in the day. That'd be awesome. But I was like, literally, like, I'm spending three days to create this webinar that will make me a million dollars in the first week and anywhere from five to $10 million next year, maybe more. Who knows? So it's like, I'm spending three days. So three days of focus time. Then in my pocket goes, you know, eight plus figures. So it's like $100,000 a day is actually super cheap, like, discounted rate. You know what I mean? So it's like, I'm trying to explain that I'm like. I don't know how to say it nicely. And I was like, even if. Even if, like, you did want to pay me $100,000 a day, like, the first, like, opening is probably five to six months away. Like, my. My calendar's insanely booked, so. So anyway, that's kind of. That was. That. It was this awkward moment. I'm saying, I'm so sorry, man. Like, I just. I don't want you to think I'm a jerk or anything, but, like, just. That's why I can't just have you come out for two or three days and to sell me something. Like, I just can't. I wish I could. So that was their step one. And then, so now I'm at wrestling practice with. With my kids, right? And I'm sitting there and I'm spending, you know, three to four hours a day now, every day, resting, practice, which, again, I love. Like, it's so cool. Like, I remember when I was this age, going to practice, my dad coming and, like, watching and then working out with me. And it's just cool. It's been a really unique time with the twins, and just such a cool thing to be able to spend time with them. And they haven't liked wrestling. So I'm in there trying to make sure they're liking it. And I'm in there wrestling. Most time I'm drilling with them, I'm helping them and just making sure they have a good experience so that they keep doing it. And for the next two or three years, as they're in the beginning, programs that they like it. If they just like it, I don't want them to get hurt or beat up. So I'm just there to kind of make sure they like it, teach them some moves and start beating kids. Because when you start beating kids, I think it's fun. So I'm just like getting through this initial, like the pain of the beginning, right? And I'm sitting there and I'm an assistant coach. I'm not getting paid anything obviously. And I was just like, it was so interesting because I'm like, I was like, you know, in this area of my life, like in business, my time is worth $100,000 a day. I was like, but in wrestling, my time is not worth anything. I'm not getting paid for the three to four hours a day that I'm spending, which is, you know, I'm not, I don't want to get paid for it. But it's just, I had this realization, it's just like over here I'm insanely valuable, like monetarily. Over here I'm not, you know, like, I like, best case scenario, say I was like even like the best wrestling coaches in the world, maybe, maybe clear six figures, probably not. Most of them. Probably 50, 50, 60 grand max, right? These are like the best, These are like the dudes, like the Michael Jordan's of the world, right? Of the wrestling world. So it's like, you know, like my, like, let's just say like I was that level and I was getting paid that like I'd still be making what, 20 bucks an hour, 30 bucks an hour maybe. And so it's like the three hours is worth like 60 bucks, 80 bucks, 90, maybe $100 from my time. And it's just like, where's that time spent? Over here is worth 20 grand an hour. So you're looking at 20, 46, 60 grand for that. At the same time, just where am I focusing at? And as I was thinking through, I was like so fascinating how valuable I am here. And not so much here. I start thinking about us as entrepreneurs where how often do we spend our time? Like we have a unique ability that's worth a hundred grand a day, right? To our company and to us and to other people we're serving, right? But then we go and we start doing these like eight dollar an hour jobs because it's like it's got to be done, so I should be the one doing it. It's like, you're not worth that much there. It's so expensive to have you spending time on the on 8, 10, $20 an hour jobs. If you're making $20,000 an hour doing your unique ability. And it's been interesting is I've been working with Jeff woods one thing on building things out. One of the big things I've been focusing on thinking through is like we're trying to resist demise our business because it's kind of in point where we need to reset and kind of redo all those things. And as I'm thinking through it, I'm just like I want to create the systems and my goal in these systems is to create the system so that it forces me and forces everybody, my team to only do their unique ability, right? Because each of us have unique ability where we're worth a hundred thousand dollars a day, then we have like things we're good at that we're worth 20 bucks an hour, right. And it's like if I get everyone focusing on their unique abilities where they're worth a hundred grand a day versus their, you know, their non unique abilities where they're worth a hundred bucks a day, like man, how much faster can we grow and can we scale and all those type of things. Things. And so that's been my thought process. Like right now we're in the system resistantization of our company from now to the end of the year. After the software Secrets launch, I'm take. You guys will see me take a little bit of the foot off the gas so I can like recoup, restructure, get systems in place. In January we're going to go crazy. So it's going to be fun. But that's why it's like I'm trying to figure out how do I get everyone focusing on their unique ability and not focusing on the hundred dollar a day jobs that they can do and they are doing but how do we get. So we're all focusing on unique abilities. And so for you guys, I think about it like what's your unique ability? And think through that and then figure out like okay, now that I kind of know that, like what are the people in my team's unique abilities and how do I create a structure where everyone's focusing 100% of the time on unique abilities. And when you do that you'll see things start growing. Dan Sullivan strategiccoach.com if you guys go there, I just bought every book on his website last week. Showed up in a huge box cause I'm about to immerse in some Dan Sullivan. So like I don't just buy one book, I buy all of them cause it's. I love immersion. But one of his books there is about unique abilities like workbook and everything. So I haven't read it yet but I know it's awesome. So check it out. Yes, this is. There is Garrett and there's Scott. Those are partners software seals, Lindsey. They've been up here the last few days camping out overnight with me getting everything ready for the launch tomorrow. So if you guys are watching the video you just saw Garrett, Scott and Lindsey. If not, you just saw me point in the air and you didn't see anything if you're listening. So anyway I'm gonna jump in, we're gonna get this thing launched. I got five and a half hours before wrestling practice. Then wrestling practice, I'm coming back, probably spend another five and a half hours. So I got about 10 hours to get this webinar done before my body will shut down. Wish me luck. And then tomorrow will be a million dollar day and then we'll have an asset that'll pay for the rest of our lives. So this is my unique ability. So I should be spending my time doing. Spending my time managing. $100 a day job. Spend my time writing webinars. 100 grand a day job. So focus on my unique ability today which would be good. So that's all I got. Alright everybody. Appreciate you all. Talk to you guys soon. Bye. Want more marketing secrets? If so, then go get your copies of my two best selling books. Book number one is called Expert Secrets and you can get a free copy@expertsecrets.com and book number two is called Dotcom Secrets and you can get your free copy@dotcomsecrets.com Inside these two books you'll find my top 35 secrets that we've used to become the fastest growing non VC backed SaaS startup company in the world.