Marketing In Your Car

• The LAST Marketing In Your Car Ever… (And What To Expect Next)

  Yes… this is the last one ever :( BUT… don’t worry, something even COOLER is about to start! On this final episode of Marketing In Your Car, Russell announces that there will be no more episodes, but that the podcast is re-branding as Marketing Secrets podcast. Here are some cool things to listen for in this episode: Why Russell decided to re-brand the podcast and how he obtained the new name. Where you can find the new podcast, Marketing Secrets, and what to expect. So listen below and don’t forget to subscribe to the new podcast at marketingsecrets.com ---Transcript--- What’s up everybody? This is Russell Brunson, I want to welcome you guys to the last, this is kind of a bittersweet moment. But this is the last, officially, last ever Marketing In Your Car. Oh, that makes me kind of sad. But with every death comes a new rebirth, at least I think that’s what they say. If not, they should say it, I’ll probably start saying it. It’s kind of cool actually. So the end of Marketing In Your Car, it is the end. I’ve been doing this now for 3 or 4 years, and I love it and I’ve got a lot of you guys listening on, but I’ve wanted to kind of do a re-branding of it for a long time, but I didn’t have the right name, the right thing, the right hook, the right something that was amazing. And if you can’t do something amazing, then why do it? That’s kind of my thought. And then the other day, my friend John Reese, he posted something, that he was selling one of his domains. It was a domain back from when I got started, I remember it was a blog he had and it was called Marketingsecrets.com. I was like, “Oh my gosh, Marketing Secrets is so cool.” I know that every product either is something secrets, or hacker. But for whatever reason, those two words I love and I wanted this one. I did a deal with him and now I own marketingsecrets.com and this podcast is now being re-branded as Marketingsecrets.com. Isn’t that cool. So the real reason is Marketing In Your Car, I know for all you guys that hang out with me, this is a cool thing, but when you see it in iTunes store, it seems kind of childish. Maybe not childish, because I’m a cool childish, but it doesn’t seem like, non of that mass appeal that I really wanted, and marketingsecrets.com does. It’s so cool and exciting. So a couple of cool things we’re going to do. First off, I have a new iTunes cover we’ll be posting on Monday, so next time you look at your phone you’ll see this new thing and be like, “Wait, what is that.” It’s got my face on it because I wanted you guys to know what I look like, so there you. It says Marketing Secrets on it, if you go to marketingsecrets.com it has places to subscribe, all those kind of things like that. Plus all the posted episodes, plus the other cool thing we’re going to do, instead of just doing the audio like this right now. I’m going to start doing it as a video and post the videos on marketingsecrets.com as well. So some of you guys that like video can check it out there too. So that’s kind of what’s happening. Anyway, I have a Facebook Live starting in two minutes, but I wanted to jump on real quick and give you guys a heads up of what’s happening, what the changes are, so you’re not freaking out next week when you see the new stuff, but you’re more excited. So Marketing Secrets Podcast is the new name that this show will be known for. We’ve got a new intro that’s so cool. I’ve never been proud of my Marketing In Your Car intros, I’m not going to lie. This one, Steven Larsen spent like 2 days working on the audio to make it awesome. The script is like a very big us versus them, sticking it to the man. So all of us marketers who don’t cheat, can all be part of that, which is exciting. I’m at the office, because my Facebook Live starts in one minute. So I’m running while I finish this one. But it’s exciting, so look Monday for Marketing Secrets podcast, same feed, same everything, nothing has changed. But you’ll see new icons, new things. I think I’m going to start doing each episode as “Secret number one” boom, “Secret number two” so it’ll be kind of cool that way too. All the old back archives will stay and remain forever, because I don’t know, maybe someone wants to listen to me someday, that’s kind of cool.  So they will be there forever. And that’s about it. Okay I’m about to run into the office, but one last thing for you guys to know, is if you haven’t started…….yeah, I’m super late huh. Alright, I’m running, so the last thing that I would make sure, if you haven’t seen the new show, if you go to funnelhacker.tv, we’ve got two episodes that have been live so far and we’re doing three episodes a week of that show, and it’s been amazing. So go check out funnelhacker.tv and I’ll to you on Monday, bye everybody.

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  4:47
• How To Funnel Hack Satan

  He may be evil, but one of the best marketers ever… On this episode Russell talks about teaching kids at church about Satan’s marketing plan and how he is taking some marketing pointers from Satan. Here are some of the odd things you will hear in today’s episode: How being able to teach a lesson at church about whatever he wanted got Russell thinking about Satan as a marketer. And what kind of things we can learn from Satan that will help with our ability to sell the negatives as positives. So listen below to find out what Russell has learned from Satan himself. ---Transcript--- What’s up everybody? This is Russell, welcome to Marketing In Your Car. I hope you guys are pumped for today. It’s Monday, we get to build funnels today. Steven Larsen’s little daughter just sent me the cutest message ever about building funnels. Every Monday or so, not every Monday, but most Monday, all the good Mondays, Steven messages me in the morning and says, “It’s Monday baby, we get to build funnels.” And he did it today and he had his cute little daughter messaging saying the same thing. It was so cute. Steven: Whoo! Yeah baby, it’s Monday! Steven’s Daughter: Oh yeah baby, it’s Monday! Steven: We get to build funnels! Whoo! Steven’s Daughter: Build funnels, whoo! Russell: Anyway, I’m excited. I’m heading in. Dylan and Wynter Jones, Dylan is my co-founder in Clickfunnels, Wynter is his twin brother who is also a ninja. They are going to be here this next two weeks building out updating the editor, making sure that everything is even more amazing than it already is, if that’s even possible. Jaime Smith is in the house, he’s going to be working with us to take over the world. And then Todd’s coming next week, Ryan might be coming after that. Anyway, it’s just fun when we have a bunch of people coming out to plan world domination and to better serve all of you guys. So I’m excited for that. So during my short commute today, I want to share with you guys something kind of fun. Yesterday I taught a class at church and it’s kind of cool because it’s, usually there’s a lesson or curriculum, but once a month they let people kind of pick what they wanted to teach, so I got one of those lessons, which was really cool. I got to pick whatever I wanted to teach. So I was like, “What do I want to teach today?” So what I decided to do was to basically look at the marketing plans of Satan and how he is getting people. I think my group probably thinks I’m weird because I was like, “Look, everyone here is talking about church and religion and all that kind of stuff, but I’m really impressed with how good Satan is at marketing. He’s getting people to do all sorts of crazy stuff that they shouldn’t normally be doing.” And I talked about, those that know me know that I was a Mormon missionary when I was 19 years old, for two years. I talked about it, “That was a hard sales pitch, we were going door to door trying to convince people to give up alcohol, tobacco, coffee, and tea, all premarital, post marital, or not post marital. Premarital, extra marital sex, ten percent of your income for the rest of your life. And if you don’t screw it up, you may get salvation.” That’s our sales pitch, which is a pretty tough sales pitch. But I was like, “Satan’s sales pitch is even harder. He’s selling eternal damnation. That’s what he’s got to sale. How in the world is he getting so many people? Because that’s what he’s got to sell. As a marketer, I’m fascinated. I want to study this.” So my lesson was breaking it down about what he’s doing and why he’s doing and all sorts of stuff. But what’s interesting, not that we should learn from Satan, this podcast is going really bad. But if we were to learn from Satan, because he’s really good at marketing, it’s interesting there’s a scripture in Isaiah that basically says that in the last days, wo unto them that call evil good and good evil. And that was kind of the premise. If you look at what Satan’s done, instead of him just going directly and trying to market the thing, because the thing is really hard to market, eternal damnation, who really wants to buy that, right? So instead what he does is he takes things that are evil and makes them good and things that are good, it makes them appear evil. I’m not going to mention those, because I’m sure I’ll get in rants and fights with people, so I’ll let you interpret that how you want, but that’s what he’s doing now days. He’s looking at those kind of things and he’s figuring out how to position them differently so that people think that they’re good. So that bad is good and good is bad. I think he’s doing a fantastic job, if you look at the world that we live in today. I try not to post things on Facebook, but sometimes I do. It’s insane that some things that are so good, I’ll share and I’ll get comments from people that are the opposite side and I’m like, “Wow, how in the world did you interpret it that way?” But that’s what he’s done, he’s done a really good job. So how can we use this lesson from Satan in our marketing? I don’t know if I should, maybe I should stop right here. But again, a master marketer, obviously. So think about that, in your business. A lot of times there are things that aren’t as good, so how do you not spin those things, but how do you position them in a way where the negatives are actually positive, and the positive are also positive. You don’t want to do it the other way. But think about that. This is kind of a, I don’t know if this is a good podcast for me to have. Maybe I should delete this. I don’t want people to think I’m studying Satan for Marketing, I’m not. I’m just saying it’s interesting. Always looking at the positive. When we launched Clickfunnels it was interesting, we were doing, we launched a webinar selling funnel hacks and it was about 4 weeks before we launched the Funnel Hacks course. So the negative was if you signed up you have to wait 4 weeks before you get in. But I was able to sell towards that. “look, this is the deal. You get in, you get the software, you get all this time to study it and get prepared. Then in 4 weeks we’re going to start live training. That gives you plenty of time to get you ready and prepared.” so I’m selling it as a benefit. Then the next week, because I keep selling it. I’m like, “Hey guys,” to new people coming in, “Hey in 3 weeks we’re starting. You got 3 weeks to get ready.” Then the next was 2 weeks and then 1 week, and then “hey the live training is starting tomorrow. That’s why you gotta get in.” Selling that big positive benefit. Then the week after, so we started the training, so I’m still selling, obviously selling it. And I was like, “Hey look, this is the deal. For everyone, the live training started last week, that means you guys are at a huge benefit. If you sign up right now, you can go watch last week’s training today and get caught up and by week two you will be ready.” And for week 2 I was like, “Hey this is the deal. Live training started 2 weeks ago. So excited for you guys, you get to start ready.” So no matter where I was in the sequence I was always selling the benefits of the fact that they had 4 weeks before it started was a huge benefit. The fact that it started 2 weeks ago was a huge benefit. No matter where it was in the mix, I had to sell that as a big benefit. Same thing with when the live training was actually over. It was no longer live, I couldn’t sell the fact, when I’m selling live it’s like, “You get to come on and ask q and a, it’s going to be awesome.” Whereas after, there’s no live training, so I can’t sell that as a benefit. So I’m like, “The huge benefit about this is you don’t have, everyone else had to wait six weeks to get this stuff, you can go watch it all this weekend if you want.” Then that becomes the big benefit. So it’s just finding those things that may not be as good at making them, or finding things that someone might look at as a negative and turning it into a positive. So there’s Satan marketing lesson 101. Oh man, I’m going to post this and I’m sure some of you guys will hate me afterwards. Hopefully the rest of you guys will just laugh and move on with the rest of your day. That’s all I got. Alright you guys, appreciate you all. I’m at the office, I’m going to go repent and get back to focusing on helping you guys out. Alright talk to you soon.

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  8:15
• What Your Cell Phone And The TV In 1952 Have In Common

  A cool think I learned from Gary Vaynerchuk that radically shifted my social strategies. On this episode Russell talks about what cell phones have in common with 1950’s TV. He also quickly gives some stats from the book launch. Here are some of the awesome things you will hear in today’s episode: How searching for a pitch that he remembers from 2015 Russell came across some awesome words of wisdom from Gary Vaynerchuk. How you cell phone is similar to 1950’s TV. And how Russell plans to dominate every available channel the way he has dominated Facebook. So listen below to find out how you can benefit from looking at cell phones as if they were TV in the 50’s. ---Transcript--- Hey what’s up everybody? This is a sneaky late night, I’m sneaking out of my house to go grab something at the office, Marketing In Your Car. So this is cool, I don’t think I’ve talked about this with you guys before. If I have, humor me and pretend like you haven’t because I think it’s important. The other day, it was funny I was, an event I was at in 2015 and this guy did a pitch that was awesome from stage. So I tried to find that presentation so I could see, because I wanted to model part of the presentation for something I was doing. So yes, I’m always funnel hacking and I had these weird things in my memory where I can remember things from, I see a good pitch and it was in 2015, and I remember it. In fact, I remember a pitch from 2004, 2005 from John Childers that’s amazing too, that I went and found so I could listen to and hear him do his pitch again. Anyway, what I was doing, is basically I was trying to find this pitch. It was an event I was at in 2015. I remember the speaker, I remember the day, everything. I was trying to find it and I was searching everywhere. I had actually purchased the recordings of that event, but the link where the recordings I’d purchased had now expired. I contacted the company, they wouldn’t give it back to me or they didn’t have it anymore or whatever. So then I was trying to buy them on EBay, I couldn’t buy them on EBay. I tried everywhere. I spent way too long trying to search for this presentation, because it was literally like a 2 minute pitch that I wanted to find. It was probably like 8 hours, the time I wasted on this thing. But I knew that if I found that one little piece, I would know how to pitch this thing I’m trying to sell. I didn’t find it, but I did find some notes that somebody was there and there was a single sentence that gave me kind of, that reminded of what the hook was. So I am kind of re-building that pitch based on my memory and one sentence that I found after 8 hours of digging. In fact, I ended up finding the entire event, I had to pay some dude insane amounts of money to go and black market find it for me. I don’t feel guilty because I bought it before, but normally I wouldn’t do that. So he gets it to me, sends me the whole thing. I’m like, “Oh my gosh.” All the videos of everyone in the presentation is there except for the one I am looking for. I’m like, “Dude, where is this?” and he’s like, “How do you know it’s missing.” And I’m like, “I have the notes from somebody who was at the event. The same event that I was at. These are the notes, it says the name of the presentation. This is where between this one and this. You gave me the two other ones, but not the one I needed.” Anyway, I never got the video. So there’s the sad ending of that story. But there’s a happy ending. But while I was doing that, one of the videos I found during the thing was actually on YouTube, it was the keynote speaker at the event, it was Gary Vaynerchuk. Gary Vaynerchuk is obviously the keynote to almost every event ever, I think. I love the dude, but he’s probably not going to keynote ours, because he just keynotes too many places, so it’s not that special I think. But he’s awesome, I think he’s awesome. Anyway, I was listening to, sorry I’m at the office now. I was listening to, on YouTube while I was searching for it, I found his recording from that same event and I had missed his presentation because I was out in the hall doing whatever I was doing. So I was like, I’m going to watch this while I’m searching. So while I’m searching I was watching this presentation. What is cool, sorry my alarm’s going off here. Good, I gotta disarm the alarm, now we’re good to go. So I’m in there and I’m watching this presentation while I’m searching for this other video and I’m listening to it and Gary said something that was like, boom. And maybe that was the journey I got sent on to try and find this one ten minute video clip that I didn’t find. But in the journey is where I found this piece and it was this gold nugget that is so good. So Gary was talking and what he said that was profound, he said, “Our phones, the thing that’s in your hand right now probably, is the equivalent of the TV in the 1950’s.” And then I was like, what’s he talking about? And he went on to kind of explain it and he said, “In 1950’s if you turned on the TV, what was there? three channels. ABC, CBS, and NBC and that was it. So people turned on the TV and had to watch one of three channels.” In fact, that’s what Tony Robbins said to me. When I first met him he’s said, “You know when I got started there were three channels and I just advertized on those three channels and I was everywhere and we made insane amounts of money. And when media split, that’s when it became hard.” But he had a 20 year run. Every channel you turned on Tony was there, and everyone knew who he was all the time. And then, I’ve done a whole podcast before on how media splits and turns into more channels and cable and soon it gets really, really hard because it’s all fragmented. What’s interesting is that, he said, “Our phones are like TV in the 1950’s because that was the thing in 1950’s, three channels. Right now on your phone, there’s 3 or 4 channels that actually matter. There’s 2 or 4 channels that everybody goes to get all their entertainment and their information and those kind of things.” If you think about it, think about the typical app, there’s the app store or whatever you want to call it, it’s insane, there’s millions of apps. So you think it’s this huge flooded thing, but the reality is, think about your phone right now and your habits. How many apps do you go to every single day consistently? And probably like 5 or 6 times a day. I was thinking about that and thinking about myself and there’s definitely a pattern. When I’m bored I open up the social tab and I go to Facebook, Instagram, messenger, Snapchat, anyway there’s 4 or 5 things I go to. When I’m done, I close it down and get back to my work. When I get bored and get stuck or whatever, I come back and open up those 3 or 4 channels to see if anything interesting is happening on any of them and then I come back and I leave. And that’s what TV was, right. When he started saying that, he’s like, “If you understand that, everyone’s got these phones and there’s only 3, 4 or 5 stations everybody’s listening to.” So what are those channels. Facebook is a channel, Instagram is a channel, Snap chat is a Channel, YouTube is a channel. What are the channels that are there? There’s not that many, there really isn’t. There’s only a handful of them. And when he said that I was like, “Oh my gosh.” And I’m really good on one channel. We’re good on Zuckerberg. We dominate Facebook, but we haven’t been good at the other ones. So we started, if you’ve been watching, I’ve been really working hard at Instagram lately, it’s been growing and actually doing really well for us. If you’re not following my Instagram, please follow my Instagram. I think you just go to Instagram.com/russellbrunson, I think. But I’m not sure. So we’re starting to do stuff on Instagram and on YouTube we’re actually on Monday launching our big YouTube channel. On each channel we have a different strategy. For me, the ones we’re trying to dominate are Facebook, Instagram, I kind of gave up on Snapchat, if I’m completely honest. Instagram is just easier and better, I think. So we’re doing Instagram hard, Twitter, we ignored Twitter for our entire lives and then it turned out we’re getting insane amounts of traffic from Twitter. People are talking about us and we didn’t even know. So now we’re like, crap we should do something in Twitter. I’m going to go learn how to tweet. So I’m starting to get into that again. And then YouTube. So there’s the four or five channels. We’re not trying to be the biggest dude on YouTube, but I’m trying to get, so my audience when they pull out their phone and are searching the four or five channels, they’re going to see me on everyone of those channels. I started looking at that and I was like, holy crap. I always thought the internet was so big. We’re trying to advertize everywhere. But if you flip it like that, all the sudden it shrinks it down. This is your mobile experience. This is your phone, there are four channels your people are on. How do you get in front of your people on those four channels? That’s it, and it’s really not that hard. So that’s been, that’s my strategy and you’ll see that happening more and more over the next few weeks as we’re rolling out each channel more aggressively. And then we’re having a strategy and putting people in place to make it consistent and cool. And I’m not talking about, a lot of people go and make a video and then rip the audio and put it on 30 different places. I’m not talking about that. I’m talking about understanding the intricacies of each channel and making unique, cool stuff for each one. Some of you guys are just beginners and you’re starting. And if you’re starting don’t do this yet. I’m in 14 years and I’m starting to do this kind of thing. But after you’ve mastered one channel, I think that everyone needs to be good at one channel if you’re going to grow. I met a friend earlier this year who is really good at Instagram, but he’s not good at any of the other channels. But he’s awesome there, making tons of money.  But again, I’m a big believer in first you have to spend, I’ve been smacked too many times by too many channels. But I think starting at one and mastering it and then after that’s in place, then going and mastering the second one, third one. With that said, we’re at the point now we’re kind of mastering the other ones and plugging things in. That’s what my goal was, to really be dominate in the 4 or 5 channels on everybody’s phone in my marketplace. So whenever they get bored they pull it out and I’ve got something interesting and unique in each one. Who’s doing this successfully right now? The only people I know who are really doing it successfully in all of the platforms…oh and speaking of, also podcasting. Podcasting is one of those ones as well. Gary Vaynerchuk is fantastic, he’s the best one I’m watching to model. He’s the one that kind of brought this idea up. He knows something and I’m impressed with that. I’m impressed with, he saw it, because I didn’t see that until he told me. Now I see it. He saw it, he gets it. So watch him close, watch what I’m doing closely. Go to each of these channels and not many people are on all of them, but find the people you connect with, who are good in each one and model those people, funnel hack them. That’s what we’re doing, we’re looking at what kind of images are other people doing in Instagram? What kind should we be doing? What kind of posts here? What we’re modeling in funnel hacking all the time. I hope you guys are funnel hacking and modeling me. You should be. I’m on a path trying to figure this stuff out. Not everything I do is right but if I do it consistently, it means it’s working. Know that, model it, funnel hack it. Anyway, so those are the channels and one other twist. And this is something that I am excited for. On top of that, we’re going to try to create our own channel. And I’ve got a play that’s halfway in play right now, I’m excited for it. I’m not going to ruin it or divulge too much yet. If it works, it’s gonna, for my community, for my tribe, for you guys, it’s going to add one more layer of awesomeness. It’s going to be this really cool tribe app thing that brings us all together into our own distribution channel. Our own media network. Our own TV show. Whatever you want to call it. It’s going to be cool. You’ll see it. Stay tuned and pay attention.  You’ll see the cool stuff that’s happening. Anyway, that’s what I want to share with you guys today. That mindset, I heard it from Gary, took me about a week to internalize it. Now you’re hearing it from me, I hope you guys think about it and internalize, because I think it’s something really good. Alright I’m walking out of the office. You guys want some updates on stats. I’ve got a big monitor in front of me showing me all the stats. So as of today, actually let me refresh this because it might be better than this. Unless it automatically refreshes on its own…as of right now, sorry this monitor is kind of weird, I’m trying to figure out how…there we go, reload. Okay, book sales, we’ve been live a little over two weeks so far. So there’s a couple of cool metrics I’ll share with you guys here. If I can get it to work. Alright, so as of right now we have sold 30,503 copies of the book, which is amazingly exciting. I think so. If I break that down, 23,834 people have taken the Expert Secrets book. 6,692 have taken the Black Box. Also have, if you want to know, lets see. Okay, so the….sorry, the metrics, I can’t…we shifted some of the funnels so some metrics aren’t perfect. But that’s okay. Upsell number one 7.84% of you guys are taking that, which is either the MP3 player or the audiobooks, of both the Expert Secrets and Dotcom Secret, which is cool. 3.22% are taking Expert Evolution upsell, which is new and we just rolled out last week, which is really, really cool. And then our average cart value right now, from the whole campaign, $32.40. Our total collected money is $989,095.30. So probably by tomorrow we’ll pass a million dollars collected on this funnel, which is cool and gets me excited. To have a new funnel inducted into the two comma club. I’m going to do one more thing. I’m going to reset the stats on here because I want to see…… Okay, so we’ve made some changes to the funnels, so I wanted to see a couple of other metrics, based on that. Sorry, you guys are geeking out with me in real time. Hopefully the suspense is killing you though and getting you excited and not annoying you. If it’s annoying you I’m sorry. You can skip to the next episode, but if you like suspense that’s good. So our actual cart value since we shifted the funnel over $33.29, which only seems like a small update, but it’s actually really big. Because when we first launched our average cart value was really high because all of you hyper active guys went and bought a ton of them. And it dropped dramatically afterwards. So it’s actually up 7 or 8 bucks from the normal traffic. So the order form bump is at 13.65%, which isn’t bad but it’s not….I wanted it to be closer to 20, so it’s not bad. And this is interesting, so if you, look upsell number one is the MP3 player, there’s three options on the page. You can either buy the physical MP3 player or the digital audiobook files or you can get both. And both for the same price as one, so it’s kind of a funny thing. But 81.56% took just the digital audiobooks, 15.64% took the digital and the physical. And then 2.79% took just the physical, even though it’s the same price. That was the decoy offer, yet they still took it, which is kind of funny. Anyway, those are the metrics, hopefully that’s kind of fun for you guys. Anyway, it’s been fun. I love this game, it’s a fun little game. So we are in the process right now of tonight actually at midnight, we switch over from our normal affiliate commissions to $20 CPA, so hopefully tomorrow everyone’s going to start promoting like crazy for the last 7 or 8 days of the launch, which is really fun and exciting. We’re going to sell some more books, our goal is to get that about double where we’re at right now and then we got one more fun thing that we’ll be executing at the end of the book launch which will make everybody, all the affiliates a lot of money. And it will serve all the people that bought books, help get them to where they want to be, so I’m excited for that. Setting the alarm, back in here, I’m going to head back home. My parents are actually coming to town tonight. Howard Berg, the world’s fastest reader is coming in town tonight. And then tomorrow we’re filming a bunch of videos with him. So we’ve got a fun journey happening in the next day or two and I’ll be sharing it with you guys. With that said, have an amazing night you guys. And I’ll check back in with you soon. Bye everybody.

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  16:06
• My Interview With Tony Robbins…

  Behind the scenes of what happened over the last ten years to make that experience happen. On this episode Russell talks about a Facebook Live interview that he did with Tony Robbins and how it was the first thing he had ever asked Tony to do in their 10 year relationship. Here are some of the cool things you will learn in this episode: How Russell was able to do a Facebook Live with Tony Robbins to promote his new book. Why Russell has never looked at his relationship with Tony Robbins in terms of what Tony could do for him. And why the ROI with relationships is the cultivating and building of that relationship. So listen below to why Russell believes so strongly in building relationships without expecting something in return. ---Transcript--- What’s up everybody, welcome to Marketing In Your Car. I have good news and bad news, you guys. You want the bad news or the good news? The good news is I got some cool stuff to share with you. The bad news is, maybe this is good news, I don’t know. I think, and I’m a little nervous about this, but I think I’m ready, you guys ready for this, to rebrand the podcast. What? It’s been called Marketing In Your Car for the last, I don’t know how long I’ve done this for, but I bought the domain and concept initially ten years ago. It’s been cool and I like it, but I’m thinking about changing. I wanted to change it, I think we’ve talked about this a couple of times. You are my therapist sometimes on these things. I was going to change the name of it a couple of times, but I haven’t, and I haven’t and I haven’t’. Then yesterday something happened. I had to find something that wasn’t just better, but a billion times better and I think I may have got it. I’m not going to tell you what it is yet, but I’m excited because it’s like a billion times better. So there may be a new rebrand coming up here soon. So if you guys like it, you’ve got to let me. I’m excited for it, so excited. So that’s something I’m going to give you. I gotta step back. Today was a good day, yesterday was a good day, yesterday was insane. We had our certified partners in town. We had a big group of 45 people here, and some of our inner circle members were the ones that were actually some of the business owners that the certified partners had a chance to interview them, figure them out and then go out and actually build the funnels all night for them. Then they come back and present their thing. It was really fun. It was fun, to kind of capstone at the end of the certified partner program. I have a chance to speak to them at the very beginning, and then kind of sneak in and watch what they were doing and that kind of stuff, and it was really cool. Now most of  them left today. And then, yesterday the other cool thing, as you know we’re in the book launch. We’re almost, a few books away from 30 thousand books, we’ll definitely pass it today. And not that this matters, but on the, if you look at how much money is made inside of the cart for every book. Probably tomorrow my guess is we will pass $1 million dollars collected through this funnel. Through the front end funnel, not counting the backend stuff, which is also really cool. Which means the Expert Secrets book will officially be inducted into the two comma club, and we’ll order my own big old record plaque. Yes, I’m just like you guys, I want one every single time I have a funnel that makes a million bucks. We will be ordering one of those. Today or tomorrow we will be passing 40 thousand active Clickfunnel members as well. So many cool things happening. That is so exciting. And then to step back on another thing, as I’ve been doing this book launch, as you guys know, I’ve been doing all these Facebook Lives, these interviews and they’ve been going awesome. Kind of exhausting, not going to lie. Plus, we’re doing a juice fast this week, which is the second juice fast I’ve done this month, which basically means when I’m not juice fasting I’m overeating, because I keep having to come back to it. What’s funny, Dave Woodward and his wife Carrie, were teasing me behind my back because I got all these guys to do the juice fast with me this time. Dave was like, “Why is this so hard? Why isn’t Russell complaining.” And they’re like, “Russell’s a professional dieter.” And we were laughing because I actually am, if you think about it. I spent 12 years of my life as a wrestler, wrestling. And what I did, every single Monday I would come in and be 30 pounds overweight and every Friday I would be 30 pounds down and I would weigh in and then start the vicious cycle over again. Over and over and over again for 12 years of my life. I didn’t mind it in wrestling, but you don’t realize the pattern that sets. So I had this epiphany the other day when I’m hanging out with Dave and Carrie, I might have already talked about this, I don’t remember. But basically my pattern in life is that same way. Every Monday, from Monday to Friday, I’m at the office and I eat perfectly, I usually lose about 5 pounds a week. Then Friday, Saturday, Sunday I just can’t stop myself. It’s insane. So I think it has to do with my wrestling patterns that I instilled over 12 years of dieting all week and then pigging out all weekend. That’s my pattern and why I can’t ever lose weight. Because I lose weight Monday through Friday and then the last three days, I had my weigh ins and then I can eat whatever I want, then Monday I start over again. So I’ve been professionally dieting now for 25 years, which is kind of cool, except for its lame. Why would I tell you that story? Oh yeah, that’s why I’m on the juice fast again. Someday I’ll figure this out. It’s a psychological problem I know, I gotta fix that. I gotta fix my brain. Which I actually working on from multiple different angles, so that’s good. Now that I’m aware of it I can effect it, which is hopefully the key for some of you guys. Alright, step back,  it was really cool. We had my interview with Tony Robbins yesterday, he was interviewing me. I’ve interviewed him before, he interviewed me on New Money Masters Series. We’ve kind of done back and forth on some of these things. And it was crazy because in true Tony fashion, he tells you, “Hey, we’re going to start at this time.” And then they shift it 10 times throughout the day. So I felt bad because we had other poddcst interviews lined up and we had to keep bumping people and shipping things around. So if I bumped you yesterday because of Tony, I’m apologizing, but come on. It’s Tony, it was so cool. I’ve known Tony now for almost 10 years, which is crazy. It’s been a decade since I’ve known him, which is insanely cool. And in that time, I’ve never asked him to do anything, I just love him and what he does so much that I was like, how can I help him? We helped, we created a book funnel for him. I paid my own costs, paid my own flights, paid my hotel. It all came out of my own pocket, I spent probably 20 grand building a book funnel for him and just gave it to him as a gift. I’ve coached his people and I’ve helped consult him and other people on his team. Iv’e done a lot of things like that. I’ve spoken at his events, anything I can do, I’ve tried to do and just help him, and not with an ulterior motive like, “Someday, he’s going to get me.” I have a joke with one of my buddies who always jokes, “I’m your real friend, I’m not here because you’re successful, I’m your real friend.” I’m like, “Whatever, it’s a long con. You’re waiting ten years from now to cash out.” So it’s always this joke, “How’s the long con treating you?” So why I say that, with Tony it was never a long con. “Okay, ten years from now he’s going to maybe promote me.” It was never like that, it was like, Tony’s freaking awesome, he’s helped me so much. How can I help and serve and give back. I don’t think I could ever give back what I got from him. So anything we’re doing is just cool. But think about, I helped him from giving what I’m best at and gave that to him for free. I paid him to come to my event. I’m a customer. I’ve done all those things, and just because I’m trying to give back to him in a little way. And obviously he gives, every time I help a little bit, he gives back so much more. He came to our event, we paid a lot of money for him to come to the event as our keynote, but then he came back and went for 5 hours and just blew everyone’s minds and it was insane. Anyway, long story short. I have never asked Tony to promote anything ever. This came around, the book came out and it was the first time I was ever like, “hey, would you be willing to do this?” And he’s like, “Yeah.” And what’s crazy about that is I think so many people go into relationships, looking at what’s ROI for me in this deal? Should I invest my time and I think that that’s the reason why most people don’t get deals to happen and they don’t have longer term things happen. You know what I mean? If went to Tony like, “Alright what’s my angle, how am I going to get him to help me?” It never would have happened, I don’t think.  But because I was like, okay Tony’s the man, how can I help him? To now 10 years later, a long time later, but 10 years later he comes back and does this really cool and it was amazing. So some of the results. We did the Facebook Live interview. We actually did it first on Skype because he just wanted to not have it live, live. In case, something bad  happens. So we did live and he’s like, “cool, you guys can run it.” So we took that and edited it real quick, chopped off the beginning and the end. Put it through an OBS, which is a streaming platform, and did a Facebook Live on Tony’s page. We had 1.8 to 1.9 thousand people watching it the entire time. 5 hours into it, we had 70 thousand views and 3 or 4 hundred thousand reach. This morning it was 100 thousand views and close to a million reach. I think 19 thousand clicks have come from it. Which is crazy, if we were to buy a Facebook ad and get 19 thousand clicks, let’s say it…I mean that’s probably 20-30 grand in ad costs just to get that. And this is all coming organically from Tony’s page, his recommendation. We’re selling tons and tons of books. Then this virtual book tour, one of the cool things we’re doing is with everyone, we’re doing the Facebook Live on their page. So it lives on their fan page and then we’re going in, their making us admin on their account and we’re actually paying my money to boost their Facebook Live to their audience. So now we had the opportunity where they’re allowing us to spend my money to promote to their audience, and now it’s going out to all 2.2 million of his followers it’s going to keep growing and growing. And my guess, next we’ll have a million views on that video. It’s just huge, it’s a huge winner for us. We were going crazy celebrating and we continue to, and I was just so grateful. First off that Tony was willing to do that because he’s so protective of his brand and everything. It means a lot to me that he was willing to do that. But second off, I just want you guys to realize that I can’t tell you how many people a day that I meet that come in that are all about, you can tell as they look at you……I just assume it’s what really good looking women struggle with, you meet a guy and you can tell that they don’t really care about you, they’re just interested in everything else. I get that a lot. It’s hard. As soon as I meet people, even at the certified partner event, a couple of people I met, I was just like, I could tell I was a piece of meat. They were looking me up and trying to tell, this is how we’re going to get this thing from him. It’s just like, I hate that. Whereas, people I do deals with, similar to Ton or whatever, people who come in and genuinely care and serve and help and do stuff. Last year, I think we only promoted one person last year, Stu McLaren, why? Stu’s awesome. For the last ten years of our life he’s never once asked me for anything. He’s always helped me and served me and given me cool opportunities to serve other people, just such a cool person. So when he came he was the only person we promoted for the last year. And this year we’re probably not promoting anyone. It’s just like, we don’t need to do that. We don’t have to do that. Tony didn’t have to do that. It didn’t help him at all. But the right people, it’s like you’re giving back to them from the relationship. If I can say anything to you guys, I would say start focusing on relationships without trying to figure out, what’s the ROI in this relationship. I know that I’m very big on that. If you take the disc profile, I think it’s the disc, one of the traits of, one of my traits, everything for me is ROI. What’s the ROI of this conversation? What’s the ROI of doing anything? If there’s not an ROI I don’t like doing it. But with relationships I try to not have an ROI. Just go into it and look at the other person as a human being as opposed to an investment.  And just be like, how can I help this person? What do I got that can serve them? And if you do that from a real, not a fake standpoint where you’re actually in it for the long con, but you’re in it for, this dude’s awesome. I want to help him. Good things will come to you, and that’s how relationships are actually built. You don’t get into relationships with people, typically where the first date you’re trying to size them up and figure out what you get out of it. It’s the one’s where you’re coming in and serving and turn it into amazing relationships. Especially when both people are serving, that’s when the most magic happens. Anyway, there’s a book called Dig Your Well Before You’re Thirsty, I think it was Harvey Mckay? I don’t know, I never actually read it, but I read the title and that’s the gist I’m trying to share with you guys today. Dig your well before you’re thirsty, because someday you’ll be thirsty. Someday you’re going to have a book launch in ten years from now or whatever that is. Because I dug that well, and I’ve been digging it for ten years, now when it comes, now it’s actually happening. Same thing in this, it’s interesting, this business for me was always, used to be all about reciprocation, people promote you if you promoted them. It’s like 3 years ago when we launched Clickfunnels we said, we can’t do that anymore. We just can’t. Otherwise our business won’t be able to grow. And it was scary for me, I was like how are we going to grow this company if I’m not reciprocating? Well how else can I reciprocate? So for the market, for partners, for everyone I’m like, I’ve got to reciprocate by just giving everything all the time. And what’s crazy is people who are promoting this book launch, I look and there’s some of my mentors, people who I look up to more than almost anyone. I look at Mark Joyner, my very first mentor. I look at Alex Mandossian. All these people helping us promote and none of them are doing it like, “Russell you promote me and I’ll promote you back.” They’re all doing it like “man, Russell you have given so much to whatever.” To them, to the community, or whatever and now they’re promoting. It was insane. So I almost feel like, I always thought the only way to get to do that was through reciprocation and it kind of is true, but it’s a different kind of reciprocation. Not just you promote me I’ll promote you. It’s like legitimately spend the next three years of your life seeing how you can serve your market and the people around you and people and just figure that out. And then when you do they’ll say yes. And that’s cool. That’s really, really cool. So it was a big break through and hopefully it was good for you guys. So dig your well before you’re thirsty. Build relationships without trying to get anything in return. And then in the long term who knows what will happen. But something might happen, whereas if you go the other way, nothing is going to happen. There you go, you guys. And the last thing I’ll say is when you cultivate and build those relationships, that is the gift in and of itself. That’s the ROI. I look at Mark Joyner, my first mentor, who we had come out for Funnel Hacker TV, we’ve worked with him. That relationship with him for me is huge. That was worth way more than any him promoting. You know what I mean? Just the benefits of that, getting to know him and being able to know him in a more personal level, was worth 10x more than him ever promoting for us. So I think that’s the result. Getting deep in the relationship is the result, that’s the ROI you’re looking for, any other ROI’s that come are just gravy. So focus on that relationship and how you can help people and that’s the key. Anyway, I  know that’s not like marketing tactile, like what’s the tactics? Here’s the tactic, become really good friends with people and try to help them. It’s not a sexy tactic, but it’s the most important one. So there you go. Alright, I’m out you guys. Have an amazing day and I’ll talk to you guys soon. Bye everybody.

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• The Big Secret That Most People Don’t Know About Expert Secrets

  Two cool things you probably didn’t know, that should help you with whatever it is you’re trying to sell. On today’s episode Russell talks about how being in a live interview made him realize things about his books. He also reveals some top secret information that you won’t want to miss. Here are some of the awesome things you will hear in this episode. How being in a live interview caused Russell to think on his toes and helped him realize something about the art and science of business. And what is the big secret about Expert Secrets that most people don’t realize. So listen below to hear some cool insights Russell has had in the last few days while doing a bunch of live interviews. ---Transcript--- Good morning everybody, this is Russell, welcome to Marketing In Your Car. I hope you guys are awake because today is certified partner day. We’ve got almost 40 certified partners in Boise at our new office, which is exciting. So I’m going to head out there and in 9 minutes I’m gonna…holy cow 9 minutes, I gotta speed. Always late for everything. The good news is they can’t start without me, I hope. So I just had a quick message for you guys, because I thought it was interesting. It’s been fun as I’ve launched the book I get to do tons of interviews and podcasts and all this stuff. So people ask you questions, and some questions people ask are the same ones every single time. But other people ask questions that make you go hmmm..How does that song go? Things that make you go hmmm. So a couple things got me thinking and I’ve got some cool ideas. So I want to share with you guys two things. Number one, it came out of one of the conversations. It was funny because it was someone, I can’t remember even who it was, they were drilling me about, “Why in the world would you write another book? I thought you hated writing books?” I’m like, “I do, it’s so hard.” And then I was like why, why, why and then finally, it’s weird how when you’re on the spot live and you can’t edit and all the sudden magic comes out. I started thinking, I always tell people that this business there’s an art and a science to this business and the problem is the people focus too much on the art, or too much on the science. If you have the art, it looks good but doesn’t make any money. If the science structurally is right, but there’s no money. It’s gotta have both. We talk about increasing the sex appeal, making things exciting, that’s the art side of this business. But then there’s the science part, which is funnel structuring. I was thinking about it, Dotcom Secrets is the science part of this business and Expert Secrets is like the art. It’s what you’re putting on top of the pages and the structure that make it work, they make it convert, make people interested and engaged and keep coming back to you. As I said it, I was like that’s so cool. Dotcom Secrets is the science and Expert Secrets is the art, and you gotta have both because this business is a business of art and science. That’s why a lot of people struggle with it. They’re either really good on the technical side or really good on the artsy side, it’s a blend of the two, which is why I think most people should have partners because it’s hard to have everything. No one’s got everything, well maybe a couple of people but not everyone. So that’s number one cool thing I thought was cool. Number two, if you guys came to Funnel Hacking Live, Todd Brown got up and spoke and shared an example of two books. One was how to outsource your business for profit, or something like that, and one was called the 4 hour work week. And obviously, as you know the 4 hour work week made Tim Ferris famous, and rich and a whole bunch of other cool things. But it came because the hook was right, but both of them are teaching outsourcing. It was the same concept, just the way they packaged it was different. I wanted to share with you guys something that some of you know, but most of you don’t. This is a little top secret just for you guys who are hanging out on the podcast. I’ve had a lot of friends who are copywriters. It seems like every copywriter wants to go and launch his own copywriting course, and guess what happens to almost all of them? They all bomb, and you know why? Nobody wants to buy copywriting. It’s not exciting or sexy or anything. It’s bleh. I remember watching, I mean I love John Carlton, but I remember watching the first time he launched his Simple Writing System, I’m like this guy’s the best copywriter in the world, I went to the page and I was like, “Huh.” How do you sell copy? It is not sexy or exciting or anything. I always thought that was interesting. I’ve had so many copywriting buddies go and launch copywriting courses. I’m like, “ugh, Nobody wants to buy copywriting courses. There’s a few people, but not many.” So what’s interesting, this is my little hint for those who are paying attention. Expert Secrets is my copywriting course.  I didn’t call it copywriting, but what’s the book about? It’s about finding your hook, finding your angle, finding your offer, finding your market, creating an actual offer, telling stories, breaking belief patterns. It’s copywriting, but I didn’t call it copywriting. That’s what I’m going to give to you guys. Think about that. Think about how you position your offers because it’s the difference between making a little bit of money and making a crap ton of money. It’s all in the actual positioning of the offer. Make sure you don’t call it something like How to outsource for fun and profit, because nobody wants that. There’s a few people, but not many. They want a 4 hour work week. That’s what they want. So understand that, understand that it all ties back to what you call your product. In fact, we’re about to launch our new coaching program. We had two different names for it, both were cool names that people would not give us any money for. We sat there in a room on a whiteboard, actually it was a blackboard with white markers, but that’s beside the point, for like 4 or 5 hours. No not that long, 2 ½ hours, trying to figure out the right hook for it. All the sudden it came out and it was like the angels in heaven were singing. We’re like, “That’s what people will give us money for.” So we changed all t he branding and everything because of it. Alright guys, I’m walking in, the certified partner meeting is literally happening in 4 minutes. So I gotta go. Talk to you all soon, bye everybody.

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