# Road Trip Rant: It’s Time To Get Real About HOW To Have Success…

- Link: https://jarvislegacy.com/podcast/road-trip-rant-its-time-to-get-real-about-how-to-have-success/
- Published: 2017-08-15T23:45:00-07:00
- Author: anchorwave

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Road Trip Rant: It’s Time To Get Real About HOW To Have Success...

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If you’re not as successful yet as you’d like to be… I know why. This episode I 
went off on a 96 minute rant that’ll get you back on track.

On today’s special road trip edition of the podcast Russell talks about some exciting
events coming up, some personal development rules he follows, and why it’s okay 
for people to outgrow Clickfunnels. Here are some of the cool things to look forward
to in this episode:

 * The viral video by the Harmon Brothers and the kind of party that is planned 
   for it.
 * Why Russell thinks studying, learning and geeking out on the marketing of your
   product is the key to success.
 * Why it’s okay to be greedy in the initial stages of your business.
 * How building and growing a business is similar to making, being pregnant with,
   and birthing a baby.
 * What the 3 steps toward personal development that Russell follows are.
 * Why you need to be willing to take risks.
 * What some Clickfunnels clients are doing that they shouldn’t and why Russell 
   is a little pissed off about it.
 * And much, much more.

So listen here to hear this extra long, extra informative and extra exciting episode
of Marketing Secrets.

—Transcript—

What’s up everybody, this is Russell Brunson. Welcome to a special edition, a road
trip version, edition, whatever you want to call it of Marketing Secrets podcast.
I feel like we’re going old school, for our long time friends and followers, this
is like a Marketing In Your Car.  But I’ve got a long drive ahead and I want to 
welcome you guys to the podcast.

Alright, alright everybody. I just started a super long road trip heading to Burley,
Idaho. It is my wife’s grandma’s 100th birthday. So we’re heading down to the big
birthday party. Isn’t that crazy, 100 years old! It’s really, really fun. My wife
and kids actually left a day and a half ago. I had to get some stuff done, so now
I’m heading down for the big party.

So basically I have a two hour road trip and was heading out the door, super excited
and I’m totally unprepared. I forgot my camera to record podcasts, I forgot my little
ear buds, I forgot my sunglasses. Oh well, what can you do? I forgot my battery 
charger for my phone, oh well I’m still excited.

So I’m heading down and I’ve got some time to talk to you guys. So I wanted to share
some cool things. First off, one thing we’re working on is, as you’ve probably heard,
we’re about to launch our viral video with the Harmon Brothers. They’re the guys
that did Squatty Potty and Poopourri and all the other awesome things. What’s funny,
everyone asks me, “Oh I want to hire them too, their stuff is awesome. How much 
does it cost?” and I think people think the quote is going to be like 10 or 15 grand
or something, but it’s actually half a million dollars to hire them to do a 3 minute
video for you. It’s not cheap.

So we paid a lot of money to get this video created and then I was like man, most
people do a video and then they launch it and it kind of just, you hope it goes 
well and sometimes it does, but I’m like, if we’re going to launch it, I want as
much oompf behind it as humanly possible. So I was like, we need to do a launch 
party. So that was kind of the first thought, but how do we do a launch party? I’ve
never done one before but it’s gotta be just kind of like a regular party. Well 
maybe we should get some cool speakers, some cool influencers and affiliates out
here, so who would be cool to have? Oh Gary Vaynerchuk would be cool. He’s not speaking
at Funnel Hacking Live, but he’d be a really cool fit for this event.

So we called him up, he said yes. We had to pay him about 100 grand to get him to
come to Boise to speak. But we’re like where in Boise is actually cool enough to
host an event like this? There’s not a lot of cool hotels. So the Boise State football
stadium, the big Skybox there, is kind of cool and hold 3 or 400 people.

So we’re like, cool we’ll do this. We rent the Skybox, but who are we going to invite.
We need to make this really, really cool. I think it was Alex Charfen told me this,
it might not have been him, but I think it was. Basically said that entrepreneurs
like to create events out of everything to make it memorable for them and for everybody
else. So I was like, we need to make a big event.

So anyway, it just keeps getting bigger and bigger. We can invite our affiliates,
that’ll be kind of fun, we’ll invite a bunch of them. But who else can we invite
that can share this video? We can invite people that aren’t necessarily our affiliates,
just other influencers that if they share the video it would dramatically boost 
it. So okay, let’s do that.

So we set up this event, I was going to speak, Harmon Brothers were going to speak,
Gary was going to speak, then we start reaching out to influencers and they’re like,“
We don’t really care about people speaking. We want a party.” And we’re like, it’s
going to be kind of a fun party. We’re all fun people. They’re like, “No we need
a real party.” So we’re like, how do we throw a real party?

So we started just kind of brainstorming and what came out of the brainstorm was
what if we rented out the actual football stadium and tried to play bubble soccer,
that’d be kind of fun. What if instead of playing bubble soccer, what if we tried
to play the biggest game of bubble soccer ever? What if we had the Guinness Book
of World Records come and….

Anyway, that was kind of the initial crazy thought and then Dave was like, “I’m 
going to figure out how to make this work.” So Dave spent the next two weeks on 
the phone getting the Guinness Book of World Records, and then getting Boise State
to let us come, and all the licensing fees and it’s been this insane project. So
we got all that done. We don’t have any influencers who have kind of, we’re in this
thing with a lot of money. We have no influencers actually coming. So then I was
like, okay, I have to go old school. Practice what I preach.

So the last two days I’ve sat in this car and recorded almost 200 videos, personalized
videos for all these influencers, which was a lot of work. We made a page, 200 pages
for 200 different influencers and now Monday, we’re in the process of contacting
all of them and inviting them to this huge party. Anyway, it’s been crazy and none
of them may come, but hopefully they will. But regardless it’ll be a fun party. 
We’re going to set a world record, we’re going to launch a viral video and that’s
one of the many things we’re doing.

We also have 12 events in the next 43 days happening in Boise. One of them just 
got done so it’s actually down to 11. Monday we have a design-a-thon where we’ve
got 30 designers coming out and we’re busting out a whole bunch of new templates
for the Marketplace that’s launching during the new onboarding, everything’s going
live in Clickfunnels when the viral videos hits and about a billion other things.
It’s crazy. The next 45 days will probably be the most stressful, crazy days of 
my life. But if we can pull it off, it’s going to be nuts.

I keep saying that, I did the same thing with the book launch. I think there’s something
about me, I think something’s wrong, the wiring in my head where I always think 
that after this life will get normal again. But then I just keep stacking things
on. I think part of it is just momentum, it’s hard to get momentum for a lot of 
people. But when you have momentum you don’t want to slow down, you want to keep
riding the wave. So I feel like I’m 14 minutes into my 15 minutes of fame and I’m
enjoying the ride and I don’t want to slow down, so I’m like, we just keep rolling
stuff out.

We’re launching a new book, the Funnel Hacker Cookbook, this month. It’s crazy. 
If you guys could see what’s actually happening behind the scenes, I don’t think
you’d actually believe it. Funnel Hacker TV, we started filming that because we 
wanted to show people, but that’s still just a glimpse, it doesn’t come close to
everything that’s actually happening. It’s nuts.

Alright, so for you guys I wanted to share, because I’ve been thinking a lot about
this last night as I was working super late. I was like, why am I here? It’s been
two nights that I’ve been here until like 2:30 in the morning and I’m loving it.
Outside of hanging out with my kids, there’s nothing else I would rather do than
that. And I’m like, how do I get people to where they’re this passionate about what
they do and their business and what they’re selling?

I did a podcast a little while ago talking about the number one trait I found between
entrepreneurs who are successful and those who aren’t and the biggest trait is that
the ones who are super successful, they’re the ones who are extremely passionate,
not just about their product but about the marketing of their product.  They start
geeking out on the marketing. That’s the key. Those who obsess with the marketing
are the ones who have the most success, which is why for me it’s been a big deal,
that’s why I wrote the Dotcom Secrets book and the Expert Secrets book, and why 
I do the events. All the stuff I do is because my goal is to get you guys, I want
to make marketing and sales fun. If this is something that you guys, if I could 
make this the entertainment. To study and learn and geek out on the marketing, then
that’s been my mission on this earth.

Because when I was learning this stuff, it was exciting for me but honestly it was
kind of boring. The people teaching and talking about marketing, yawn, they were
boring and I had to wade through a lot of boring crap and now I’m trying to make
it exciting. I’m trying to bring my raw passion to you guys and I hope I’m doing
my job. I’m doing my best. Because if you get pumped up and fired up about the marketing
of your thing, then that’s how you get the ability to make money, free yourself,
and give you the ability to not just make the money but impact more people and serve
more people and that’s the goal.

So I’m thinking, outside of me just everyday trying to get you guys pumped and excited
and fired up about how much fun the marketing of your thing can be, I was thinking
about this last night, how do I just take that part of my brain out and shove it
into your brain so you’re fired up. I started thinking about it and I think the 
key for someone to be truly passionate about the marketing and the selling of their
thing, they first have to be truly passionate about their thing.

Because you think about that, I talked a little bit about this in the Expert Secrets
book, initially you don’t wake up, well I did, but I think most people don’t, maybe
that was my gift of whatever. But most people don’t wake up excited, “I’m going 
to learn how to do marketing!” It’s not the thing that pumps people up. But there’s
something else that happens, there’s something that you got excited about in your
life. It could a book you read, it could be audio, could be video, could be just
a weird thing, I don’t know. Whatever it is that your thing is. Everyone has their
thing, your thing is something.

So your thing that got you pumped up, whatever that was, I want you to think about
that because that’s the key that unlocks everything. First you get excited about
that thing because it’s exciting to you. You go through this time of growth. You
start studying it and you learn and geek out and start growing and growing and growing
and growing and at first it’s honestly kind of a selfish thing. There’s nothing 
wrong with that. What’s the dude from Wallstreet say? Greed is good. Initially it
is, I think. Not long term, but short term greed is good. Greed is what gets you
to unbalance your life in a way initially, not long term but initially. Initially
you have unbalance your life to focus on a thing to have greatness come.

When I met my beautiful wife and I wanted to fall in love with her, for me to be
successful in that I had to be greedy. I had to shift all my time and all the other
stuff I was doing and other people and other things. I had to unbalance my life 
to focus everything on that relationship so that we could fall in love and get married.
The same thing happened with business. The same thing happened with wrestling. When
I started wrestling, I had to be greedy about that thing. I had to get so unbalanced
in every other thing in my life and just focus on that thing, because that’s what
it takes to be great at anything, right. That raw passion.

So first, the greed of that thing, of you desiring that thing is what initially 
starts. Some of you guys it was weight loss, some of you guys it was Biohacking,
some of you guys it was finance, some of you guys it was history. It doesn’t matter,
whatever it is that you geek out about. So the greed of the excitement that you 
feel initially for that thing is what makes it so you can completely unbalance your
life and absorb and go into that thing. That’s the first key because to be an expert,
to be able to share your message, all those things we talk about and to actually
care about the marketing about your thing, you’ve got to be ridiculously passionate
about the thing first. Otherwise you’re not going to wade into this territory, you’re
going to go through all the pain of being an entrepreneur and getting that thing
out into the world.

Because I know a lot of us paint this beautiful picture of entrepreneurship and 
it is eventually, but initially it’s not. Initially it sucks. Initially you have
to go through so much. It’s like giving birth. My wife has given birth to 5 kids,
4 times, one time was twins. Giving birth is not pleasurable. The initial thought
of it, that creates the baby. That’s pleasurable just like your business, the thought
of it is exciting. You’re romantic about the thing you’re going to create. Sorry,
my jeep is super loud when I go into overdrive.

Anyway, that’s pleasurable, we all enjoy that. I enjoyed what it took to get my 
wife pregnant, that’s awesome I enjoyed what it took to create the seed of Clickfunnels
and the business, right. That part’s fun, and then after the romantic side happens,
for pregnancy there’s nine months of pain for the woman. My wife, I watched her 
go through this 4 times. She gained weight, she felt horrible, she felt sick, she
was throwing up. Business is the same way, after you go through the romantic part,
now it’s painful. You have to work hard and you can’t sleep and you have to deprive
yourself of friends and family and life and all the pleasures in life to birth this
thing that you have. And most people give up during the birthing process, because
it sucks.

With a baby you got no option, the baby’s coming whether you want it to or not, 
but the birthing of a business and to be an entrepreneur, it’s so painful most people
don’t make it through it. They always say that 1 out of 100 businesses succeed, 
but the reality, 1 out of a million businesses never even get to fruition because
the idea is planted, but the birthing of the thing never happens because it’s so
painful.

So if you’re not obsessively, insanely passionate about your thing, I’ve got to 
break it to you, it’s going to be hard to birth it. Those hard times come and it
sucks. So I think that not only do you have to become passionate about the market,
because I’m trying to make that part fun, so the birthing process is actually fun.
Maybe I’m the equivalent of the hypno-birthing class. My wife and I did hypno-birthing
for the last kid, which was actually really cool. We did classes and they tried 
to make it really, really fun. So maybe I’m the hypno-birthing coach. Trying to 
make the process of birth fun for you even though you know it’s still going to suck.
But maybe you can have a good time along the way, you should, it is really fun.

But I was like, if you’re going to go through that birth process, you have to be
so excited about the baby, that’s the key. My wife and I were so excited about the
twins, we were so excited for the other kids and that’s why she was willing to endure
that pain because we were so passionate and excited about the kids.

So for you, it starts with before you can be an entrepreneur, before you can birth
this thing, you have to be insanely passionate about your thing. And there are people
who will tell you otherwise. “No, it’s math…blah blah.” I don’t know, I think you
can make money without passion, but you can’t leave a legacy, you can’t do what’s
really important without it.

So my next phase of this, we got a long road trip, you guys. I hope you don’t mind.
But the next phase of this is how you become passionate about this thing? You’re
like, Russell I see you. You’re jumping around, excited, screaming every single 
day, but I wake up in the morning and I’m tired. I wake up in the morning and I 
don’t always feel that passion. And I get that. I want to share some stuff, this
is maybe personal development, according to Russell. I don’t teach personal development,
I probably never will, but I have my thoughts on it, I have my feelings. So I do
a lot of it myself. So I’m going to give you, during our road trip together, some
of my thoughts and the personal development stuff that I had to go through and we
have to go through and hopefully some of these things will help.

So number one, the first thing is all of you guys, you’ve got to quit being so bleh.
That’s the official term for it, bleh. My daughter, she puts on this little monster
mask, it’s so cute and then she’ll go “bleh.” That’s what most of you guys are doing.
If I ask you what you’re working on, you’re like, “Bleh.” You’ve got to be excited,
if you’ve listened to the podcast, probably three hundred episodes ago I did one
talking about being awesome. People always ask you, “How are you doing?” and everyone
goes, “I’m alright. I’m doing okay.” First off, if you’re doing okay, it means your
life sucks. You need to stop it. “I’m doing okay.” My kids, I told them, when somebody
asks you how you’re doing, you never say I’m doing okay. I’m doing good. Good is
the enemy to great. If you’re doing good, that’s not a good thing. If you’re going
to change the world you can’t be like, “I’m doing good. It’s alright.”

Notice this, everyone will ask how you’re doing and you’ll always say doing good.
First thing to change, you are no longer doing good. You are doing awesome, all 
the time. My kids, if you ask them, “How you doing?” “Awesome.” If you ask me, “
How you doing?” “Awesome.” You need to reprogram your brain from “I’m doing alright.”
To being awesome. When people ask you that from now on, this is rule number one,
you have to say you’re doing awesome. It may seem like a dumb thing, but you will
see how it changes people around you. “How you doing?” “I’m doing awesome.” They’re
like, “Really. Huh, nobody ever says that.” If you say you’re doing good, bleh. 
You just did that, bleh. You pulled an Ellie, a monster Ellie. Ellie’s my daughter
that does that, bleh. So no more bleh’s. You’re doing awesome. And if you don’t 
feel awesome, guess what the first step to feeling awesome is? Saying that you’re
feeling awesome. Okay, that’s number one.

Number two, stay in control. If you ever go to a Tony Robbins event, which you should,
if you don’t you’re insane. I’m not allowed to say yet, but he may be hanging out
with us at our next Funnel Hacking Live event. But regardless, you should go to 
at least UPW. You get to walk on fire and hopefully have a chance to go to Date 
with Destiny as well. If you really want to have a shift in your life, Tony is the
person that will take you and shift you. That’s why I don’t teach personal development
because Tony is the best in the world and I couldn’t do better, even remotely close,
so I’m not even going to try. If I felt like I could I probably would go and try
to serve that market, but Tony’s the best, so I’m not going to.

So I leave it to Tony and also Brendon Burchard, Brendon’s the man. Tony and Brendon,
those dudes will shift yourself, personal development wise, so go and study them.
Tony especially, because walking on fire is insanely cool. But one of the main things
you learn in Date with Destiny is a thing called state control. So state is the 
thing that you are in as you are doing something. Sometimes you’re in a happy state,
and a bleh state. Most of us we live our lives in a bleh state. You have to learn
how to change your state like this. The coolest thing I learned from Tony is that
I actually control the state I’m in. I don’t think most people understand that. 
You control the state you’re in. You can change it, you can be depressed or be happy,
you can change it that fast.

When I learned that and became aware of it, it was insanely cool. I would have a
long horrible day at the office. I’d be beat up and tired, worn out, come home and
as most people do, I could walk through the door and be like, bleh. Be a bleh dad.
But I was like, no. I don’t want to be a bleh dad. So I walk in tired, beat up, 
angry sometimes, frustrated, all the crap you go through sometimes during the day,
I get to the door and I say, I could either walk in and be a bleh dad, or I can 
change my state. What am I going to do? I’m going to freaking change my state.

So I do what Tony Robbins talks about, there’s three things he calls the triad. 
I make these three shifts in my life, my physiology, my focus, my meaning, I shift
those things and boom, that fast I walk in and guess what? I’m not a bleh dad, I’m
a freaking awesome dad. I have fun with my kids, I play with my kids, and they’re
going to remember that.

When I walk in the office, some days I haven’t slept for more than an hour. I walk
into the office and guess what I feel like? I feel like I want to die sometimes,
I’m so tired. I walk in and could be like, bleh. But guess what happens if I walk
in at state, guess what happens to all the people around me? They will match my 
state, because I’m the leader. If I walk in like bleh, they will all become bleh.
This is the official term by the way, it’s bleh. So if I walk in bleh, they’re all
going to be bleh. If I walk in at a freaking ten, they are all going to rise to 
my level, to my state. State control is huge. You can control your own state, but
the other cool thing is that you can control the state of the people that are around
you.

People always come to our office and they’re like, “Is it always like this?” the
answer is yes. Why is it like this? It’s because I’m freaking setting the pace when
I walk in during the day. I walk in knowing that the pace that I set, everyone’s
going to match me at that pace. If I come in bleh, they’re going to be bleh. I work
with other companies, and partners and friends and people and what’s interesting,
we will work with employees of a business owner and whatever the state of the business
owner is, and you know that by seeing their videos and all their stuff, the entire
company matches that state. It’s insane.

So if I want to dominate the world, I gotta learn to change my state. So understanding
state control is huge and so much more simple than you think. Tony Robbins talked
about, go to UPW. There’s three things, he calls it a triad, there’s three things
that are involved in state control. I’ll kind of go through these, I’ll probably
just slaughter them, so go study Tony. Worst case, go to YouTube and type in “Tony
Robbins State Control” or something, I’m sure you can get some videos of him teaching
it as well.

But the triad, there’s three things you gotta change. The first thing is your physiology.
You’re body, this amazing gift that God has given us functions and drives everything.
Have you ever notice that depressed people look depressed? Bleh. Sad people what
do they do? They look sad. They’re body matches and mirrors how they feel. So a 
lot of times you think, “I’m sad, that’s why my body’s like this. My shoulders are
drooping because I’m bleh.” Sometimes, because your body’s drooping, that’s why 
you’re sad. Just changing your physiology, changing your state, how you hold your
body, will actually change how you feel. It’s insane.

He talked about a group of people who were clinically depressed, not just I’m depressed,
I’m sad, clinically depressed. They were in a clinic, they were in rehab because
they had such bad depression. They took this group of like 50 clinically depressed
people and took them off all their depression medication, which all medication really
does is change your state. Changes our physiology, honestly we’ll talk about that
in a minute, but it takes them off all their meds and makes them stand in front 
of a mirror for thirty minutes a day, with their shoulders back, smiling. Even if
it’s a fake smile, or angry, makes them smile for thirty minutes. Guess what happened?
Just by changing their physiology and forcing themselves to smile for 30 days, every
one of the people who had clinical depression were healed. They were miraculously
saved from their depression.

Now there are times when, I have friends and family members that deal with depression,
so I’m not short changing that, but I promise you that by shifting your physiology
you can shift everything. It’s huge. I’ve seen people who are depressed shift their
state, shift their body and they get un-depressed. It’s crazy.

So if I want to be in a happy mood, if I want to be in a good state for my kids,
my wife, my whatever. If I’m going to a meeting or whatever, the state, how I hold
my body has a ton to do, 50% of how I enter a room has to do with the outcome of
what’s going to happen. That’s not scientifically proven, that’s just what I’m guestimating
based on what happens. That’s a big thing. So figure that out. How do you control
your body?

Look at what depressed people look like and if you hold your body in a way that 
depressed people hold their body, you’re going to be depressed. If you hold your
body the way sad people hold it, you’re going to be sad. If you hold it in a way
of the happy people, you’re going to be happy. Look right here right now, do I look
happy? The reason why I’m doing this, if you watch Funnel Hacker TV, “Why is Russell
so excited?” Because when I’m in an excited mood, I feel better, I get more done.
I get people around me to raise to my level of vibration and they get excited as
well.

There’s this weird thing, and this is scriptural, for those that are the church 
going folk, and those who aren’t it doesn’t even matter. Light cleaveth to light
and dark cleaveth to darkness. One of my coaches, Tara Williams talks about this
all the time, vibes, vibrations. People like, “He’s got a good vibe, she’s got a
good vibe.” Sense the vibration. And if you think of this like tuning forks. Let’s
say you have a tuning fork here and you want to, if you hit two tuning forks next
to each other, they will eventually match their vibrations. There’s a high pitched
one, a low pitched one, they will meet in the middle because vibrations match. Light
cleaveth to light, dark to dark.

The same thing happens with you. If you come in and you’re a tuning fork and your
vibration’s high, people are going to suck you down to their level and you’ll be
depressed. Or you’re going to come in and freaking just blow your mind with the 
level of energy and vibration and everybody will rise to you. You have to understand
that. They’re either going to suck you down, or you’re going to rise up.

That’s one part of state control, is understanding that your body has so much to
do with it. Now that you understand that, how else can you control your body? This
is why us nerdy, entrepreneur, biohacking people talk about the importance of our
body. Alex Charfen at the Pirates Cove mastermind said that “for any of you entrepreneurs
that aren’t treating your body like a professional athlete, you’re insane. You’re
doing things that professional athletes aren’t. You’re trying to accomplish things
that they can’t even fathom. If you’re not taking care of your body, you’re insane.”

It’s true, what you put into your body effects your physiology. When I eat crap,
guess how I feel? Crap. People always ask me why I take so many supplements. Because
different supplements I take effect my physiology. I have rules with my supplements.
Most of you all know, I’m a Mormon, therefore I don’t do a lot of things. I don’t
do alcohol, tobacco, coffee, tea, any other crazy stuff, I don’t do a lot of these,
but there’s some supplements that I do take because they affect my physiology.

I do take some caffeine, because caffeine affects you physiology. You take it, it
increases your energy. Your physiology changes, it helps me get into state faster.
There’s other supplements I take, I could go days on supplements, but there’s things
I take because they affect my physiology. There’s things I don’t eat because they
affect my physiology. If you look at how I eat, I usually don’t eat breakfast. The
reason why is breakfast typically makes me feel sluggish and tired, my physiology
goes down. I usually eat one huge meal a day. When I’m at the office Melanie makes
me this huge salad, it’s got high fats, tons of vegetables, I eat it and there’s
almost no carbs outside of the carbs inside of vegetables because carbs make me 
feel sluggish and tired. I don’t want to feel tired. So I just eat the vegetables
meats and fats because that keeps my energy, my physiology good.

When I’m at home, if I’m going to eat junk, typically I eat it at the end of the
night, when I’m about to go to bed, because at that point I don’t care about my 
physiology, I’m going to fall asleep. But I don’t eat at dinner, I usually won’t
eat all the other nice stuff. I’ll go and pick the veggies, the meat off, whatever
my wife makes and I’ll eat that because I know that if I eat the rice and the carbs,
stuff like that, guess what happens? My physiology drains and I’m going to be a 
worse dad for my kids. I know how it works.

So if I want to stay in peak state for my kids, I have to stay in, I gotta keep 
my physiology going, so I’m very careful of what I eat. Sometimes, I’m not as good
as a lot of my biohacking buddies, sometimes I just screw up, and if my physiology…
this is probably the bad thing. This is the negative of personal development. But
if I eat something and feel like crap, I’m like, “Well, I feel like crap. I’m going
to feel like crap no matter what, I might as well make my taste buds feel good.”
So then I go all out and if I have a bad day, I have a really bad day. Because I’m
physiologically jacked anyway, let’s have some fun. Anyway, there you go. Alright,
that’s number one.

Number two side of the pillar of Tony’s triad is shifting what you focus on. Have
you noticed that depressed people focus on depressing things? Have you noticed that
happy people focus on happy things? But Russell, there’s so much sad things happening
in the world. I know there is, but guess what I don’t focus on? The sad things that
are happening in the world. Guess what I don’t watch? The freaking news. Want to
know why? Because the news focuses on depressing things. I don’t want to be depressed.
I don’t listen to depressing things. I try to focus on people and things that get
me pumped up.

I listen to podcasts of people that inspire me, that get me excited. I read things
that get me excited. I focus on stuff that gets me excited. In business, crappy 
stuff happens every single day and I tell you what, when you go from a million dollar
company to a 10 to 100, the level of crappy crap that comes up everyday exponentially
increases. They say, someone told me the other day that every three months an entrepreneur’s
focus with decisions could either make or break them.

That’s true when you’re running a million dollar business. When you’re running a
hundred million dollar a year business that happens a lot more often. I would say
probably every three hours. I’m not kidding. There’s a lot of crap that hits me 
in the face every single day and if I focus on the negative, I would be in a state
of depression right now. I have to look at it and I’m like, “Oh, that sucks. Alright,
this is the answer.” And I turn my back and run from it. I do not focus on it for
more than 5 seconds, otherwise I will lose my state.

What are you focusing on? A lot of you guys get overwhelmed and get stressed. Do
you not think I get overwhelmed? I have 12 events happening in the next 47 days.
We’re doing the biggest launch in the history of the freaking internet. We’re re-
doing the complete onboarding process, I just wrote a new book in the last 30 days.
It’s not a tiny book, it’s a freaking cookbook, it’s a 500 page cookbook. We’re 
doing a design-a-thon in two days. If you knew how much stress I have on my plate.
I don’t know, I’m pretty sure most people would crack under the pressure. I’m shocked
that I haven’t yet, but the reason why is because I keep moving on.

Dan Gable, the greatest wrestler in the history of wrestling. Well maybe not the
greatest anymore, but he is the legend. He is the Michael Jordan of wrestling. So
Dan Gable, someone asked him one time, because he went through all of college never
losing a match. His very last match he lost, he got so pissed off that he went and
started training for the Olympics and he actually became an Olympic champion and
not a single person scored on him. And what’s crazy is while he was training for
the Olympics, it’s so crazy. The Russians actually said, they came out publically
and said, “We are going to train an athlete with the only goal to beat Dan Gable
from the Americans.” And Dan Gable was like, “No, I’m the greatest wrestler who’s
ever lived, no one’s going to beat me.”

So what did Dan do? He would work 7 hours a day, working out 7 hours a day preparing
for the Olympics, then he’d go to bed at night. Then as he’d go to bed at night,
he laid there in bed saying, “The dude in Russia who is trying to beat me is awake
and training right now. And that pisses me off and freaks me out.” So what did Dan
Gable do? He woke up at midnight and he’d go running. Because he knew that his opponent
was competing, was training and it stressed him out knowing that his opponent was
awake while he was sleeping. He did not like that so he got up and kept working 
out.

Is that obsessive? Heck yes. Did he crack under pressure? No, he went to the Olympics
and won. Not a single person scored a point on him. That’s Dan Gable. Now someone
asked Dan Gable, I heard this in an interview one time, they said, “Dan don’t…” 
and afterwards Dan went on to become the head wrestling coach of Iowa Hawkeyes and
won more NCAA championships in a row than anyone in any sport, I believe. Anyway,
insane. And someone asked Dan Gable, “Don’t you believe in pressure?” and Dan’s 
like, “Yeah, I believe in pressure, it’s everywhere. The difference is that most
people sit underneath the pressure and they sit on it. I believe in it, I just don’t
put myself underneath it. I step aside and I focus on what I need to get done.”

And most of us, it’s that same way. I don’t know about you guys, sometimes I have
so much stress and so much pressure, I’m about to crack. Then half of that is just
in our heads. So I’ll sit down with a pad of paper, especially at night when I can’t
sleep, I sit with a pad of paper and write down what I’m stressing on. I write all
those things down, when you write it down it’s like, oh that’s actually not as bad
as I thought. And then you can fall asleep, get yourself out of the pressure.

Sometimes we’re focusing on all pressure and stress and all this stuff and that’s
why we don’t succeed. Don’t do that. Write it all down, prioritize it and be like
I can’t control what I can’t control. I’m going to move forward out of the pressure.
Go. And sometimes I don’t get crap done. I’m sure that all the stuff I have to get
done between now and our viral video launch, most of it is not going to get done.
A lot of it will, most of it will. But sometimes you can’t affect it, so you do 
whatever you can and as you get closer and closer to deadlines all of the non essentials
fall away and then you get the essentials and that’s how the game’s played.

Alright, this is fun, we’ve been going 32 minutes you guys. I hope you’ve been having
fun. I don’t know where I left off. Physiology, shift your physiology. Number two,
what you’re focusing on and then number three, what’s the meaning. I think number
three is meaning. If not I’ve been teaching this wrong, or thinking about it wrong.

Number three is the meaning we’re attaching to things. A lot of times something 
bad happens to us and we attach these weird meanings to it. And we, it’s really 
cool, we have this unique ability as humans to attach meanings to things, right.
And usually what happens is subconscious; we don’t know that we’re doing something
right. If someone punches you in the face, subconsciously our body attaches a meaning
to that. So this person is mad at me, we attach the meaning, I need to fight….sorry,
let me step back.

Someone punches us, right. Our meaning maker attaches this meaning to the thing.
That person is mad at us, we must fight them back. So I go and try to fight someone.
Or someone punches us and maybe the meaning is this person is going to kill me, 
that’s the meaning we attach so then we run away. There’s all sorts of things. Every
single day, something is happening and we’re attaching these meanings to it and 
these meanings direct where we’re going with our thoughts and actions and everything
else. But as soon as you’re aware of this, you can actually change the meanings 
that are coming to you.

I actually don’t know if this is part of the triad, it may not be. I can’t remember
now. Go YouTube Tony Robbins. Regardless, I want to talk about meaning, because 
meaning is a big thing. When you’re aware of this it’s kind of cool because now 
it gives you the ability to kind of shift meanings. So when somebody, we’ve had 
some morons, and they are morons, this week that have been attacking Clickfunnels
and at first I got so mad I want to kill them and fly to their house and beat them,
because that’s the wrestler in me. My body attaches a meaning to what they’re doing.

But then what’s cool is Tony taught me this technique where you stop and say, okay,
what if that’s not the meaning they’re attaching, what if it’s actually this meaning?
You shift the meaning that maybe they’re attaching and if you shift the meaning 
associated with an experience, it’ll change your perspective, which changes everything.
So we gotta become good at consciously picking the meaning we’re attaching to things.
If someone screws us over we can attach a meaning saying “That person is a horrible
person trying to screw me over.” But if you attach that meaning, be careful.

Because as soon as you attach that meaning to something, guess what happens? Now
the situation you enter, the state you enter is going to be based on that meaning
and it can get really bloody and get really bad and things can turn really bad, 
which is going to increase all these other pressure, noise and other bad stuff. 
But if you come in and say, “Look, that person is a total douche bag,” I don’t know
if I can say that on TV. I apologize if I can’t. Anyway, that person is a horrible
person, but maybe their having a bad day today. Maybe they’re struggling, maybe 
financially, whatever. You attach a different meaning to the situation, then you
come and you’re like, man that person screwed me over, but this is probably why 
he did it. Or why she did.

If you attach that meaning it gives you a different set of tools to deal with the
situation. So what happens now in my life, if something happens and instantly a 
meaning is attached by my brain and what I’ve found is that most of the times that
the instant meaning that’s attached, is going to leave me in a really negative path.
It’s weird how it works. So too often I run down that negative meaning and bad things
happen. So I try to consciously stop and try to take the exact opposite.

I remember Tony at Date with Destiny he does this thing, he says, “Find an experience
in your life that pissed you off.” For me it was something with my wife, and my 
wife was at the event then, sitting separate, so she was sitting four rows ahead
of me and there was an experience and they said to write down the experience, so
I wrote it down. They said, “Write down all the meanings you attached to that experience.”
I was like, “My wife is mad at me, she doesn’t love me.” I wrote down all these 
different meanings that I had attached to that situation.

And then Tony said, “Write a big line down the side of the paper and next to each
of the meanings you attached to that situation, I want you to write the exact opposite
of that thing.” So I was like, “My wife is mean to me, but on the other side, she
actually loves me. My wife is super selfish, no she is actually so giving that she
struggles.” So I wrote the exact opposite of each of the meanings that I had attached
to the situation.

But what’s crazy is after handwriting out probably three or four of the things, 
I started crying. I started crying because I realized, I love my wife and I know
her, and I realized the true meaning of what happened in that situation, was actually
the exact opposite of the meaning I had attached to it. I instantly realized that
I was in the wrong and she wasn’t. I broke down crying because I was like, “Oh my
gosh. Where else in my life is this happening? Where I’m attaching these meanings
subconsciously to a thing and I’m actually wrong?”

I realized that day that I have to take control of my meaning maker, the meaning
I’m attaching to every single situation. So something happens now and instantly 
I get the negative meaning, it just happens that’s in our brains wiring for some
stupid reason. I stop and I’m like, what’s the opposite of that, what’s something
that if I could attach a different meaning would make me look at this person through
a different angle, a different lens, a different light? I shift the meaning and 
it shifts everything. It shifts how I feel about the person. It shifts how I approach
them, it shifts the response. It changes everything.

I wish I could say I am perfect with this, I am not. If you’ve ever been on the 
back end of a backlash from me for stuff, I apologize. Because I’m, I can be a prick
sometimes. I didn’t realize this until the other day. We have a contractor, he was
killing himself for us, and I imagine it’s got to be a pain in the butt working 
with me sometimes. Because I’m vocal, I’m on TV, I’m on Instagram, I’m ranty and
ravy and talking about everything. And without thinking I kind of shared publicly
my thoughts and part of it’s because I’m a media personality. If I came out like
bleh all the time nobody would listen. So I’m usually on the extremes, I’m extremely
happy or extremely upset because that’s what’s interesting.

So I feel bad because I published stuff that was negative towards that person. And
the other day it was kind of brought to my attention, “Wow, Russell this person 
is really working his butt off for you and you’re saying these things.” And I had
this moment again where I kind of broke down and I was like I’m a bad person sometimes.
And the meaning I was attaching to all these situations was like, they’re lazy, 
they don’t care, they’re not working hard enough, or whatever. I’m attaching all
these meanings and I had this fun little moment where I had this exercise where 
I was like, okay, if I switch the meaning, what’s actually happening? And I was 
like, oh man, I’m a jerk.

I realized it again, so I reached out personally and apologized and I don’t know
if it’ll make it better or not, but I was wrong. I’ve had other situations this 
week where again there’s this person who’s honestly, it’s always the people you 
help the most. It’s someone I helped a lot, to have a lot of success, I bent over
backwards for them and now they’re publically attacking me and us. It’s just….it’s
funny, the meaning, even now, the meaning I want to attach to it wants to come in
there. I’m like, no stop. Get out of my brain. Because I know, I know the reason
why this person is being a douche bag. I’m going to use that word, I apologize. 
I know the true meaning. It’s not the one that makes me feel better about myself,
which sucks because that one makes me feel so much better about myself. But it’s
the truth.

So I’ve tried to attach that meaning to it, even though every time I think about
the situation, my blood’s boiling just thinking about it again. But I gotta go back
to the meaning that I attached on purpose. So the more you guys are aware of this
the more you can affect. That’s a big part. There’s number two in personal development.

So where have we gone this far? So far we’ve talked about not being bleh. We talked
about shifting your state in the circumstance. We talked about shifting the meaning
you’re attaching to things. Alright so here’s a couple of things. Yes, we’ve been
going for 40 minutes, but I still got another hour and a half drive, so we’re going
to keep on talking. It’s like on Wedding Singer, which is one of my favorite movies
of all time, do you remember when he’s all depressed after his girlfriend gets married
on him and he’s hosting the wedding party and he’s telling all these jokes? And 
the one guy’s like, “Hey wedding singer, you’re the worst wedding singer I’ve ever
heard.” And he looks at him and he’s like, “Well I have the microphone so you will
listen to every word I have to say.” One of my favorite lines ever. That’s how I
feel right now. I have the microphone so you will listen to every word I have to
say.

I guess you can turn me off, hopefully you won’t. Hopefully you can hear me. This
is car is so loud when we’re driving. I hope this is coming through because I think
there’s some good stuff in here for people.

Alright, next thing. We talked about being not bleh, we talked about getting in 
state, we talked about meaning, these are pieces to help you function better as 
a human being. I always tell people how much of an impact Tony Robbins had on me.
It’s because he made me aware of these things and there’s so many more. I wish we
could go to UPW. Go walk on fire. I think you can get a ticket for $500 to a thousand
bucks. If you are broke and don’t have the money, go get a credit card and finance
it. If you’re broke, you’re going to become more broke. Who freaking cares? At this
point, what’s the worst that could happen? You’re going to go bankrupt? Dude, you’re
broke, it doesn’t matter. It always blows my mind when people are like, “I don’t
have any money, I can’t invest.” Then you have nothing to lose. Go take out a loan.
Go take out five loans, who cares? Worst case scenario is you lose it all. If you
have nothing, then you have nothing.

I taught the cub scouts, the 12 year olds, I did an entrepreneurship merit badge
and one of the guys asked, “how old do you think these kids should start?” I was
like, “They should start now. I got a dozen friends who are teenagers who are making
insane amounts of money.” The guy who asked said, “Just so all you kids know, you
have nothing. If you lose it all you didn’t lose anything, so who cares?” Anyway,
it always makes me laugh because people are like, “you can risk a lot because you
have money to risk.” I’m like, “Dude, it’s way easier to risk when you’re broke.”
Worst case scenario you lose everything, but everything is like rent on an apartment,
but that’s not that big of a deal, you guys.

When you’ve got 150 employees whose lives depend on you, I promise you it is a lot
scarier to risk at that point. Nevertheless, I digress. Where was I going? I don’t
even remember. Hopefully there was something in there of value.

Okay, what I want to talk about here is you gotta risk. You’re creating this thing,
you’re giving birth, you’re going into this thing…..Oh I remember what I was talking
about. I was talking about investing in UPW and talking about being broke. Yeah,
go to UPW, go to Date with Destiny. Invest in these events because it’ll transform
you, it’ll help you to become super aware of yourself and other people. That’s what
Tony gave me that was so important to me. Most of us live life on autopilot and 
we’re just going through the day bumping into things and things are happening and
you’re just not aware of how we work. When you’re aware of how you work, it’s like
now you can affect things, change things, tweak things. I can change my approach,
I can change other people’s approach. For me it’s been huge to understand me and
people better. So yeah, go to those things it’s worth it. There you go.

I have a friend down in Australia, his name’s Mal Every, I don’t know why this just
popped in my head but he says, “I don’t have a problem with you if you’re broke,
but I do have a problem if you stay broke. There’s too many opportunities in this
world. If you stay broke, it’s because you’re not trying.” You’re literally not 
trying. Anyway, I don’t know why I said that, but it popped in my head therefore
it must have been important.

Alright, the next thing I want to talk about. If you want to be successful in life
the next piece outside of not being bleh, and figuring out state control and attaching
meaning to the right things, the next thing is you have to stop dabbling.  Stop 
freaking dabbling. School has screwed up all of us. School has taught us how to 
dabble. You sign up for college, you take 20 credits, 20 cool things that you want
to learn about. What they do is they spoon feed you and force you to dabble over
a semester. So they give you a little bit of information in math, you spend 50 minutes.
Then you go to the next class, here’s a little bit of science, a little bit of history.
So you dabble in a whole bunch of little crap and you try to remain and retain all
this stuff and then you go back the next day and you dabble a whole bunch and you
dabble and you dabble and you dabble for like 15 years of our life.

Let there be no mistake. You will never be hyper successful if you are dabbling.
Dabbling is the opposite of what you need to do if you want to be successful. If
you want to be successful in something, you have to go deep, you have to immerse,
you have to be obsessed with that thing. I guarantee you the people I’m competing
against right now in our business, the reason why we are kicking the crap out of
all of them is because they are dabblers. I promise you, there’s not one of my competitors
that spent as much time in the last 48 hours, in the last week, in the last 5 weeks
studying marketing and business and growth and personal development as much as I
have. And for most of them, we’re already way past them, so why in the world, why
are they not…..? I don’t know.

But they’re dabbling and that’s why I’m able to pass them. When you start immersing
and you go deep, a couple of really cool things happen. First off, you will start
seeing connections that you cannot see when you dabble. I sucked in school because
I could never see the connections. I spent an hour in history, an hour in math, 
then an hour in debate, then an hour in logic, I’m trying to figure out how to make
the connections. Unless you go deep in something, you can’t do it.

The reason why I’ve written two books is not, yes I like writing books, yes I like
sharing it. When I write a book, I have to go in such deep immersion that I start
seeing these connections that you don’t, you can’t see when you dabble. When I started
writing the Expert Secrets book, I was doing a whole bunch of things. Some things
consciously, some things subconsciously and as I started focusing on this book and
trying to make a really, really good book, it forced me to read and study and geek
out and immerse myself in a whole bunch of different things and through that process,
I was not dabbling, I was immersing. I don’t know if it’s God, if it’s your brain,
but when you immerse yourself, I feel like the reward for that, all these connections
that you don’t normally see, all the sudden start being open to you.

Howard Berg told me, he’s the world’s fastest reader. He said when he goes to do
a topic, most people read a book and they form their opinion based one book they
read. He’ll read 30-40 books to get a really clear view of the reality of the situation.
This is what 30 authors have said and you get a very clear view of it. And that’s
how I feel about immersion. When you immerse yourself and you go and listen, study,
read, you really geek out and become obsessed in your thing. I don’t know if it’s
your brain, God or the universe, whatever you want to attribute it to, I know who
I want to attribute it to. But he opens up pathways, he opens up connections for
you and lets you see a whole picture and that’s your reward for immersion.

So that’s the next step in this you guys, you have to stop dabbling. So first off,
the first phase in this comes back to you being greedy. The first phase is figure
out this thing you want to be obsessed with. Maybe it’s not the marketing yet, and
that’s okay. Because phase one is about being greedy and mastering it for yourself
and becoming who you need to be to serve the world that you’re trying to serve. 
So go and now is the time to become unbalanced.

In the bible, well if you listen to this song, I think it was…who was it? A time
for every season, there’s a time under heaven for everything. A time and a season
for everything, right. This is your season to immerse in your craft and become the
best in the freaking world in your craft. Again, there’s a time and a season, this
is the time and season right now for you to do that, for you to immerse yourself.
So that’s phase number one and that’s going to give you the ability to become who
you need to be. And you’re going to become completely unbalanced. Your work life,
your social life, your family life is going to become unbalanced during that period
of time, but you’re going to be able to immerse yourself, you’re not going to dabble.
You’re going to unbalance and become awesome at your thing.

And then there will be a transition phase where you’re going through and becoming
so passionate about it, where there will be this weird time where all the sudden,
I don’t know what it is, you can’t get filled up anymore. For me, I was doing all
this marketing for all of our businesses and companies. We were doing the Neuropathy
product, the weight loss, the dating, all these different businesses and we’re doing
it and there came a point where I stopped getting fulfilled by just doing the business
and I didn’t know what it was. I started going through this slump. I didn’t feel
the momentum, didn’t feel the progress.

I was like, ugh. I didn’t feel it and that transition is because eventually you 
can’t keep growing in that immersion. Because eventually you’ll see the connections,
you’ll see everything, you’ll be going through this immersion and then you will….
I don’t know how to say it, not that you’ll become perfect ever, but you’ll become
more perfected in that thing. Where it’s hard to squeeze a lot more oranges to get
any juice out of it, to really fill you up.

And that’s what I talk about in the Expert Secrets book, that’s where you transition
from this growth, to the only way you can keep growing is transition into contribution.
And this is where entrepreneurship is born. This is where you realize the only way
for me to actually keep sharing this and to keep having that juice is to start contributing
and giving back and sharing with other people. And what you find is insane. As soon
as you take this path and this gift, this thing you’ve been geeking out on and immersing
yourself on and become obsessed with, you start sharing it, that juice starts flowing
again. It’s like the next wave and it’s so fulfilling. That’s why I’m doing an hour
long podcast instead of focusing on the road and listening.

That’s why for me right now, I started listening to, when I start doing personal
development and growth and start learning and studying, as I do that I start shaking
because this is good. I’m getting juice, but if I could share this with other people
I’d be getting ten times what I’m getting now. That’s why I publish so much, that’s
why I share so much. It’s because that contribution will fill you up more than the
growth will eventually.

But first you gotta fill up. Again, you gotta become unbalanced so you can become
who you need to be. But after you’ve hit that point, and you’ll know it because 
you can’t get the same thing out of it, until you start contributing. And that’s
logically where you start shifting to contribution. That’s when you start becoming
obsessed with the marketing. That’s when you start geeking out there. That’s the
key you guys, that’s what it’s like. At that point, you don’t care about the money.
This is what I talked about a few podcasts ago.

The people who struggle are the people trying to make money. When you’ve been geeking
out on a thing and have filled yourself up and now you’re shifting to contribution,
you do not care about money. I could not care less about money at this point in 
my life. It’s fun, it keeps track, it’s how we know that we’re doing well. It’s 
such not a driving force, you can ask…..I do not have logins to my bank accounts.
I have no idea what’s in there. My accountant, I’m always like “Hey can I buy this?”
and he’s like, “Yeah.” And I’m like, “Okay, cool. I have no idea.”

My wife, I don’t have access to my bank accounts, personal, business, anything. 
I do not know what’s in there. I don’t want to know. It means zero to me at this
point in my life. The only thing that means anything to me now is contribution. 
That’s what fires me up. That’s the state you gotta enter business and entrepreneurship
in. Those are the people who are successful. The come in like, “This thing that 
I have, this gift, this thing. I’m so passionate about it, I have to figure out 
how to share it with other people.” Then guess what’s going to happen? Then it’s
going to be easy to become obsessed with the marketing because the marketing is 
the means for you to get your message out, for you to get your product and your 
service out.

All the sudden it becomes exciting. I think that’s why I struggled in school so 
much. I would learn and read a book and it didn’t matter to me. If you’re going 
into marketing and you’re struggling, this marketing, I’m learning this stuff. I
learned about squeeze pages, traffic and conversion but you don’t care. It’s because
it’s like school. I study a thing and I write a paper but I don’t care about this
paper, there’s no point to it. If you’re struggling studying the marketing it’s 
because there’s no point to it. But as soon as you find your thing and you obsess
with it and you’ve grown and filled yourself up and shift to contribution, now when
you start studying it, the marketing becomes alive. It lights up and becomes alive
again.

I remember, I always thought I was dumb. I hated reading, I hated studying, I hated
school, I hated all those things and honestly, I thought I was a dumb kid. I started
my business and started selling these little things, it was crazy because I was 
selling some stuff and I was not doing that well. I remember it was pre-podcasts,
but everyone used to do tele-seminars back when I got started. I would download 
all these tele-seminars and I would listen to them. Guys like Arman Morin, Alex 
Mandossian, those are the guys I listened to. Marlon Sanders, these are the guys
I listened to initially. And I would listen to them on my headphones. I would burn
these tele-seminars onto cd’s and put the cd’s in and listen to them while I was
on my wrestling trips and I would learn stuff.

They would say stuff and I’m like, “That’s so cool. I’m going to go try that.” And
I’d try it and the craziest thing would happen, I would try something. I was making
a little bit of money and then I’d try something and make more money. I was like,
are you kidding me, that freaking worked. I gotta try something else. I listened
to another tele-seminar and I would try it and are you kidding me, that freaking
worked! And then another one and I was like, that guy wrote a book. I’d read his
book and I’m like, I’m going to try it. And then guess what happened? I’d make more
money.  My thing would go out to more people and I’m like, “Oh my gosh.” And all
the sudden reading became alive for me, studying became alive for me, marketing 
became alive for me.

I remember copywriting I was like, one of my first websites I set up and I didn’t
have a sales letter and someone’s telling me about this copywriting thing and I 
was like, are you kidding me? That is the stupidest thing I’ve ever heard of. I’m
not going to write words, I don’t want to learn that. I remember just being angry
because I didn’t want to learn copy. It sounded so boring and stupid.

Anyway, I tried to hire a copywriter, and the copywriter, it was actually Michael
Thornton was the first copywriter I tried to hire and his quote for me at the time
was 8 or 10 grand or something and I was like, “Whoa! I haven’t made that much money
in my entire life combined at this point.” So then I tried to read a book on copy
and again, it was horrible. I read it and I was like this sucks. I had to write 
my very first little sales letter. So I wrote it and then it was crazy because it
made money.

So then I started listening to some copywriters and the guys like, I remember it
was Michael Thornton actually, I was listening to this presentation he gave at this
big seminar and he was like, “We tested this thing and it turns out that a red headline
out converted a blue one.” So I changed my headline to red and sure enough it out
converted. I was like, what the crap? Okay, what else does this guy got? I remember
he tested a brown background, it did better in this thing. So I’m going to do a 
brown background. So I did a brown background and sure enough it out converted. 
I’m like are you kidding me?

Then he said to try a new headline, his headline swipe file had all his headlines.
So I tried four or five headlines and one of them dramatically beat the other one.
I was like, what? I changed the headline and I doubled my income. Normal humans,
if they want to double their income, guess what they gotta do? A doctor would have
to go back to like 16 more years in medical school to specialize and double their
income, work another 15 years and then maybe they would. I changed 13 words on a
headline and all the sudden guess what? Copywriting became alive for me. It got 
exciting and all the sudden I want to read every freaking copywriting book I can
find, because I’d read through and most of it was garbage or rehashing stuff but
I’d read one sentence that was like, “Oh, you should end each line with a dot, dot,
dot. Because it keeps the readers mind open and doesn’t close out the thought and
they’re more likely to keep reading.” I was like, what?

So now to every single email and every single thing I’ve ever written, I add a dot,
dot, dot, you’ve probably noticed that before. Guess what happened? Everything increased.
And I started going to marketing seminars. I’d go to a five day seminar and listen
for five days and every single speaker who is talking, I knew everything. I’ve done
that, knew that, heard that, rehash, rehash and then one speaker on  day 6 would
say one thing where he’s like, “Oh yeah, this one time I added an exit pop where
I gave a discount and 20% of the people took the exit pop.” I was like, wait, what?
So I go back to my thing and add an exit pop and my income would increase by like
$100,000 a month. From that one little thing.

I remember I was like, I sat through 5 days of crap and got that one thing and it
was so huge for me that it made the whole thing worth while. Or I would be at an
event, got nothing and I’d go out to eat with everybody and I’m the Mormon dude,
everyone goes to the bar and I’m like, I don’t want to go to the bar, I don’t want
people to think I’m drinking. So I’d go to the bar, and I’m not joking, I’d order
milk because I didn’t want people to think…..if I ordered a sprite people might 
think I’m drinking and I’m like I don’t want people to think I’m drinking, so I 
ordered a milk.

So I’m holding a milk and I’m at the bar and everyone’s drinking and they’re like,“
Why do you got a milk?” I’m like, “Oh, I’m a Mormon, Mormon’s don’t drink so I’m
drinking milk.” They’re like, “that’s weird.” And then they’re kind of drunk and
the coolest thing about drunk people, drunk people don’t have any filters. They 
lose the inhibition to filter stuff or whatever. So I’m drinking milk, totally sober,
they’re completely drunk and I’m like, “Hey so, what’s the biggest thing you’ve 
figured out?” and they’re like, “Oh man, okay so we did this thing on our squeeze
page where we did blah blah blah.” I’m like, what? He just told me that. I would
spend four or five hours in the bar drinking milk, asking people questions and getting
nugget, after nugget, after nugget. I’d go back and add it and sure enough I’d add
this little thing and it’s like Russell, you gave yourself a three thousand dollar
a day raise by doing this one little thing. That’s a million dollar a year raise.

How do average humans get a million dollar a year raise? They don’t, they can’t.
It’s physically impossible to do that. How did I do it? Some dude at a bar who is
drunk off his butt told me this little thing and then I did it. Where do you guys
think I got the Perfect Webinar from? I am not a genius, but guess what? I went 
to all of these events and saw speaker, after speaker, after speaker pitching and
maybe what they said sucked, but I heard how they did a close, I heard how they 
did a trial. That guy said that thing. All of the differences…it’s funny because
Stephen’s always like, he always talks about the Russellisms, the things Russell
says that are so cool in my presentations. I didn’t make most of those things up,
most things I heard another speaker say it and I’m like, that’s amazing, wrote it
down and it was worth everything.

It would make me laugh, I’d go to an event and I would get one or two little nuggets
like that and I’d come back and it would give me a two to three, maybe four thousand
dollar a year raise and I hear someone online complain, “It was a pitch fest. All
they do is sales stuff.” I’m like, “You went to that event to try to learn how to
sell things. Why do you hate money so bad? I saw the same thing you did. I gave 
myself a four thousand dollar a day raise.” I don’t know what else to do.

It’s because they haven’t figured it out yet. It’s like they’re going to school 
and they’re pissed because the professor bored them to death. It’s like, when you
go with this different lens, when you’ve got something you are so insanely passionate
about, that all you care about, you don’t care about making money, spending money.
All you care about is figuring out how you can get this to more people and when 
you get one little nugget after five days of information and that one thing does
this huge thing, that’s worth it.

I hear people complain, they go to forums, “That event sucked, it was a pitch fest.
I heard that stuff before, they didn’t teach me anything new.” It’s because they’re
not real entrepreneurs. They haven’t fall in love with the marketing of the thing.
If you’ve fallen in love, this is how you know you’ve fallen in love with the marketing
of your thing, it’s when you literally stop watching TV for the shows and you watch
for the commercials. That’s how you know. It’s when you’re listening to the radio
and you’re waiting for the songs to end so you can hopefully hear a really good 
direct response radio ad. It’s when you’re scrolling through your Facebook feed 
looking for ads. It’s when you’re like weird crap that you know you don’t care about,
but you’re praying that they will start re-targeting you with their ads.

It’s when you log into your wife’s Facebook account, not because you give a crap
about what she’s doing, or care what she’s talking about, but you know that she 
is seeing different ads than you are and you want to see what those ads look like.
That’s when you know that you’re passionate about marketing. That’s when you know
that you’re so obsessed with getting your message out that it’s become, that’s the
level you gotta be at.

But I think I’ve come to grips now, I think it used to piss me off when people weren’t
obsessed about marketing, but now I think I get it. It’s like, I don’t think you
can be obsessed about marketing at first, until you have first gone through the 
growth phase for yourself. You’ve got to become ridiculously obsessed initially 
with your thing, because that’s the first phase. You’ve got to immerse yourself 
there and after you’ve done that, then when you start shifting the entrepreneurship
side, the growth, to the contribution and sharing it. That’s when you will become
obsessed with the marketing. That’s when copywriting became alive for me. That’s
when split testing became alive. That’s when all the geeky crap that I shouldn’t
care about, none of us should care about, that’s when I started caring about it,
that’s when it became alive.

Does that make sense you guys? That’s when I can sit there for five days and watch
sales pitch after sales pitch after sales pitch and hear a single word about what
they said, but just watch their hands, their hand motions, how they’re anchoring
the stage, what they’re pointing to, why, when and how and be excited.

One of my buddies, Darin Stevens, he literally went to a Tony Robbins event, he 
went to the entire thing. I can’t remember if he told me if he watched the recordings
of it or if he did when he was there, but he watched an entire week long Tony Robbins
event with no audio on. No audio. Why would somebody do that? Because Darin wants
to be the best person in the world at controlling the stage. Understanding how your
physiology and stage presence and how you’re anchoring the stage, what you’re doing,
why you’re doing it, how you’re doing it, why it works. What did he do? He took 
the best person in the world, Tony Robbins, and he watched him and took out all 
of the audio because the audio distracts you from he’s actually doing.

I can’t tell you guys this enough. Funnel hacking is not just about looking at the
outside, it’s about really understanding what people are doing and why they’re doing
it. Yes, I’m selling products and services to you guys, but at the same time watch
how I’m doing it. So Darin went and watched Tony Robbins because he wanted to see
Tony’s hand motions, what he’s doing, why he’s doing it, how he’s doing it, and 
he wrote this huge write-up for me, he sent me, it’s insane. It’s about all the 
stuff that Tony is doing, the reason why Tony’s pounding his chest at times, why
he’s going like this, why he’s doing the ‘whoa, yes!’, why he’s pointing to different
directions while he’s anchoring and seating and all those things are not accidental.
They’re real and they’re purposely done.

When I’m on stage and talking about stuff, when I’m walking on different parts of
the stage, sometimes its accidental. But for the most part, I’m doing things on 
purpose. I’m anchoring the stage, I’m taking you on timelines, I’m trying to bring
you back to different places so you get emotionally impacted based on things that
are happening. Same things happening in a webinar, tele-seminar, not podcasts because
I’m just driving and talking, but maybe I am, who knows.

But I want you guys to understand, all of these things are there for you. I spent
14 hours yesterday, 14 hours going through every email I have ever sent with swipe
files, squeeze pages, templates. I found every template I ever had paid for, designed
because every template I designed I went and had all these people, the examples,
a decade of funnel hacking. I went through yesterday and archived all of it into
trello boards based on page type, based on funnel type, based on all sorts of stuff.
And I’ll probably never use those pages again, but I wanted to be able see them 
and categorize and be like, the reason why that page was awesome was because of 
this.

There’s actually this one little block, there’s a dude that figured it out, on these
squeeze pages, I’m not going to ruin the surprise for you, but if you type in squeeze
page warning, those who are in the know will know that there’s this dude who had
a squeeze page and at the very top he had this warning block that says, “Warning:
Blah, blah, blah” That increased conversions on squeeze pages by insane amounts 
and most people never knew about it. Then  he mentioned it, I think he’s in the 
dating market, he mentioned it at a mastermind and then dozens and dozens of people
have done it, but most people have never seen it before. If you were to do it on
your pages right now, it’s insane.

I totally forgot about it until I’m looking at my swipe files right now and I’m 
like, oh yeah. There’s so many things. I think so many people get bogged down in
this other stuff that they forget about that. Become obsessed with the marketing.
Go through all this stuff and legitimately do and it’s going to make it so much 
fun, it’s going to make it alive for you guys and I want to give you that gift. 
But that’s the transition.

So anyway you guys, this has been a long one. I hope you got a lot out of it. I 
just want you guys, I know that you have something inside of you. I know that you
have the ability to change people’s lives. I believe that, probably more so than
you do at this period in your life. If I didn’t believe that I would not be doing
this stuff. I make plenty of money running a software company.  I don’t have to 
do all this stuff. I don’t have to talk or write books, but I’m in a spot in my 
life now where my contribution is to get you off your butt so you contribute as 
well.

I am trying my best to touch as many people’s lives as possible through the things
that I do, but I just know that the clearest path for me to have impact on the world
is to touch you as an entrepreneur because you have the ability to affect more people.
You may not, some of you guys know this. Some of you guys know that we have people
that literally have hundreds and thousands, if not millions of people a year that
they are touching and affecting. If I could magnify what you’re doing just a little
bit, it amplifies that. If I can show you something that gets you to convert more
people and gives you more money so you can actually serve people at a higher level,
that’s huge.

And some of you guys are at the beginning of this journey now and you’re like, “
I don’t have anything Russell. I’m not that passionate yet. Or I don’t have a voice,
I’m nervous, I’m awkward.” Whatever, I promise you, I wish I would have been podcasting
and blogging 12, 13, 14 years when I got started. The Russell you see today was 
the most awkward, nervous, weird person on planet earth 14 years ago. I couldn’t
carry on a conversation with a human being, let alone with a camera for an hour 
and 8 minutes now. That comes with a lot of practice.

It’s kind of what we talked about at the beginning. Unbalancing your life and becoming
obsessed with something. I don’t care what that is for you. But you need to do it,
find something that fires you up. Right now if you’re not that passionate about 
anything, that’s okay. Find something that gives you a little spark, because initially
it’s a spark. I wasn’t that passionate about marketing at first, but there was a
spark. Once you have a spark it’s like, okay now let’s throw some kindling on the
fire. There’s a spark of something, go find other people who are obsessed. You have
a lower vibration right now, they have a higher vibration, we talked about this 
earlier. Go find people who are obsessed and get around them. Listen to their podcast,
read their book, if they have an event, finance your house if you have to, finance
that event and plug into their vibrations so they will bring you to the excitement
level that they are at.

I am trying to do that every day with my marketing, if you have not noticed. Most
of you guys, when you came into this world, you did not know about marketing, you
didn’t care about marketing. You didn’t care about funnels, that was not, you didn’t
get into this world saying, I’m going to build funnels. You either had a spark saying
I want to make money, or you had a spark saying I want to share something. You had
a spark and for some reason you bumped into me because I’m so loud and obnoxious
and annoying and everywhere.

You probably saw a YouTube video and you’re like, “Stop targeting me on YouTube,
Russell.” But I’m trying to take your spark and ignite it. I’m trying to give you
as much waves of excitement and passion and vibration as I can muster up, so that
your vibration will rise to my level.

So for you, where do you have a spark? Find that spark and then find the people 
around you in that market who are on fire and plug into them. Give them any amount
of money that they need. I’m serious about this. If you’re broke it does not matter,
you’re going to be more broke. I don’t know how to get that, I was at Grant Cardone’s
event, I think there were like 2500 people in this long room and you were seated
based on how much money you spent. People in the front spent 15 grand to be there
and in the back they spent like 500 bucks. The further back you got, the less money
you spent.

What’s crazy to me, is when I pitched my product, the people in the front ran to
the side of the room and bought. And the further back you went, the less and less
people ran to the back. You may say, “Russell, it’s because the people in the back
didn’t have as much money, therefore they did not run to the side.” I would argue
with you that you are wrong. The people in the front have money because they have
invested money. They’re used to spending money in investing and then they have more
success. The people in the back are broke because they’ve never invested in themselves.
That’s it. That’s honestly it.

They’re already broke. Grant Cardone said this to me backstage, he’s like, “Don’t
the people in the back understand, if you’re already broke it doesn’t hurt you to
be more broke.” It doesn’t. I don’t know if that’s financially irresponsible. But
I did a whole podcast on this called entrepreneurial scars, our founding fathers
who I believe were inspired from God, who created the constitution of the United
States, they gave us this thing. Because in this country we needed to give the entrepreneurs
the ability to risk everything and be okay with that.

If entrepreneurs didn’t have that ability, this country would have stagnated and
died. I am a huge believer in that. Capitalism 101. If entrepreneurs don’t have 
the ability to risk everything, everything stops growing. But if entrepreneurs have
an out, then guess what? They can risk everything.

So it’s scary at first, but I promise you it’s a lot less scary to risk everything
now, then it is when you have a whole bunch of stuff. So now is the time for you
guys to risk everything because you don’t have that much. I don’t want to be a jerk,
but it’s true. Now is the time to risk things. It gets harder and scarier when you
have people and money and all these kind of things.

I always tell people, for you, you have to figure out what is the worst case scenario
if you fail? It gets people to look at that thing straight in the eyes and say, 
I’m okay with that. That is the key to be able to risk stuff. Because a lot of times
there’s this fear of, the worst case scenario, something bad is going to happen 
and they can’t be successful. You gotta stop and write down for you right now, if
you were to fail, if you were to go and get a bunch of credit cards and blow it 
on mastering your craft and getting around the best people in the world and raising
your vibration, everything, what’s the worst case scenario. The worst case scenario,
you go bankrupt.

You go bankrupt, what happens? You can’t get a credit card for like a day or two
maybe. You can’t get a home loan. Okay, well you’re going to have to rent. Can you
rent? I don’t know, hopefully. There’s programs, the country….I know I’ve rented
to people who, there are things. Anyway, maybe it’s financially responsible. I’m
not a financial planner, don’t listen to me. I’m just saying that if I was in that
same situation and I was starting all over again, I wouldn’t worry about that. I
would not worry about that.

I have built and lost everything twice now, and guess what? It was alright. It’s
okay, but the biggest thing is if you don’t build something, you don’t try something,
if you don’t go deep on something, then you’ll never know, you’ll never know. Anyway,
make sure you clear it with your spouse first to get their buy in, I’m just saying.
Those people in the back of the room at Grant Cardone, if they had run to the back
and invested I think it was $2,000, that’s not that much. If they would have invested
$2,000 they would have gotten the exact same thing that Brandon and Kaelin got.

Those of you who listen to the podcast, you’ve heard me talk about them. Brandon
and Kaelin were down to their last money. The network marketing company they were
in ended up kind of falling apart, they stepped away from it. They had zero dollars
left in their account. They had a credit card and a couple of other things and they
saw my pitch for funnel hacks, it was $1,000. They watched it and they were like,“
We have to buy it, we have to buy it. We don’t have a thousand bucks.” They were
freaking out and finally decided, “We’re going to buy it.” I wish they were on here
right now to tell this story because it’s awesome.

So they said they were going to buy it and then Brandon was going to buy it, and
going to buy it and then he wussed out. He’s like, “I’m not going to do it.” So 
he didn’t buy it. Instead he went to Clickfunnels.com and paid $100 for Clickfunnels.
He went back to Kaelin and said, “I didn’t do it. I just bought the $100 thing.”
And she’s like, “We said we were going to buy it.” And he’s like, “I know. We don’t
have any money.” And she’s like, “It doesn’t matter. We don’t have any money anyway.
Who cares if we buy something with it. We don’t have any money.” Zero and negative
$1000 is pretty much the same thing. It’s not changing the quality of your life.

So they went back and ended up buying the $1000 thing and she was pissed because
now they were $1100 in debt as opposed to $100 and then guess what they did? They
had something they were really passionate about. She had lost, I don’t know, 60 
pounds. She was in weight, she was already passionate about something, she’d already
gone through the growth. She had already filled that. Now she was transitioning,
they were transitioning to need to share this with other people.

So what did they do? They did similar to what I did. For them, they did it a little
different, this is what I recommend for you guys though. They bought the Funnel 
Hacks training and then they watched video number one. They started watching it 
and as soon as they got into it, they paused it and they did that thing. They pushed
play again, they started doing, they did that thing. They implemented what I said.
Paused it. Did that thing. Pushed play, pause, play, pause. And for two or three
months or weeks, I can’t remember how long it was. That’s all they did.

They put it all in place and when it was done, they launched their business. They’re
initial launch, I think it was Thanksgiving or Christmas, they were driving to their
families and they told me that they had enough gas money to get there, but no gas
money to get back. So they filled the gas in their car, started driving, they got
down to their families house, they were staying in a room and they started going
through it and they launched this thing and luckily for them they rolled it out 
and made $20,000, that paid for gas money to get back.

And then they started geeking out, started plugging in, they started doing what 
I did. Again, I didn’t want to learn copywriting, but when I found out you change
a headline you change 13 words and you give yourself a thousand dollar a day raise,
it suddenly becomes really interesting. So they plugged in the podcast and I watched
these guys over the next year, over the next two years and it was crazy.

I would do something, I remember I did a podcast where I was on a webinar with Jason
Flatlien, who is one of the best webinar performers on this planet, at the end of
the webinar Jason did this weird thing for 90 minutes. I was so pissed at him because
I thought he was going to kill webinar sales. Turns out he doubled our webinar sales,
on the drive home I was doing the podcast and I’m like, “Holy crap! Flatlien pulled
this thing out of his butt. He did this thing, I never even heard of it, doubled,
literally 2x’d our sales.” The podcast went live the next day.

Brandon and Kaelin listened to the podcast, they said, “Freaking Russell Brunson.”
Which is the same thing I used to say when I’d be like, “Freaking Dan Kennedy. Freaking
Michael Thornton. Freaking John Carl.” All the guys I studied. They’d some little
nugget and I’d try it.

So they said that, they went back and added the same thing to the end of their webinar
and they messaged me back, they said, “Freaking Russell Brunson. We did it to our
webinar. Doubled sales.” I was like are you kidding me? And every single thing, 
they listened to my podcast and they’d tell me every time I’d say something, they’d
take it and try it and Brandon said, “We’re like a week behind you on your implementation.
You do it, we implement it a week later and we’re doing it, and doing it.”

And I want you guys to understand, that’s when this game becomes fun. It’s when 
you realize that man, listening to Russell rant about this stupid thing, if I add
this one little piece, all the sudden I go from helping 100 people a day to 120 
people a day, that’s pretty cool. My bank account goes from $1200 a day to $1300
a day. You gave yourself a $100 raise today, are you kidding me? People don’t do
that.

We used to have a big mantra in our old office, we’d always say, we’d come in and
be like, “How can we give ourselves a raise today? How can we give ourselves a raise
today?” And it was like looking for that gold nugget. Looking for that little thing.
Looking for that headline, split test, that tweak that I did, that little nugget.
What could we do that’d different? That’s how the 108 split tests book was born.

I was able to do a lot more split testing before Todd Dickerson, my partner in crime
in CLickfunnels, we used to build the best sales funnel we could, we’d get it out
there live, pre-clickfunnels, it was a pain in the butt. We’d build the whole thing
out, and get it live. Todd would login, he’d use visual website optimizer, it was
our split test tool at the time, he’d split up like a thousand different tests and
try to beat my control. And he always did, pretty much every time.

And that was the goal, I made the best version we can, Todd let’s see if you can
beat it? And he would test, test, test, test and he beat it, beat it, beat it again,
beat it again. And it was like every day, how do we give ourselves a raise today?
That was the game we played and that’s how the 108 split tests book was born. That’s
how half of what I know about funnels was born at that time. We were just testing
every funnel variation idea, planning pages, template, idea, everything we could
we dream of for a 2 ½ 3 year period of time, it’s how I became who I am today. It’s
how I became the dude who probably knows more about funnels than any human being
on earth because I hacked more funnels, tested more funnels, we did more than anybody.

And during that time of growth, that was the growth time for us, we were doing it
on 12 companies we owned. We were doing it for a whole bunch of other people, which
by the way, that’s a story for another podcast, don’t do 12 companies at once. But
that’s what we were doing, that’s how we mastered this craft. That’s how I know 
more about funnel psychology, I believe, than anyone on earth. Because I did it.
I did more of it. We tested so many thing. I was like, holy crap. I thought for 
sure this would have won. But this won, and this didn’t win. This helped on page
one, but it made page three conversion go down. I got my gift because of the insane
amounts of work that Todd and I did during that time.

Todd and I and my entire team, by the way. We didn’t have it nice like you guys 
have now days. I went on a little rant to someone on my team the other day, we get
people now to come to Clickfunnels who first off, they don’t use Clickfunnels the
way it’s made. So those of you guys who are having bugs, I want you to hear this.
Because if you have bugs, it’s because you’re trying to do crap that Clickfunnels
is not made to do. You’re hacking things and you’re doing stuff. If you use Clickfunnels
the way it works, there’s not bugs. I don’t have bugs in my funnels. I don’t know
why everyone’s got these bugs.

It’s because you’re trying to do things that you think are going to be better and
they’re not. It’s because you’ve been listening to the Confusion Soft guru’s explaining
why you need 55,000 different variations of funnels. If you just learn how to sell,
all that crap would go away. Every time people say, “There’s all these bugs in Clickfunnels.”
I’m like, “I’m not seeing them man, because I build funnels on it every single freaking
day and I’m not seeing the bugs.”

There are little things here and there and we fix them as they pop up. But for the
most part, you are creating bugs by trying to do stuff that does not matter. So 
that’s number one. Number two, you’re paying between $100-300 a month for the software.
We had a really, really bad competitor come out, which we’ve had I’d say probably
at least 30-40 Clickfunnels killers who have come out in the last 3 years since 
we launched Clickfunnels. They all come and go and they all try to undercut us in
pricing.

I always get all these people like, “So and so cut you out.” And maybe someday we’ll
have a big competitor, I mean who knows. I’m excited for that day, I actually enjoy
competition. Some of you may probably have noticed. I got no problems with that.
When I was wrestling, all I tried to do was fly around the country to find the best
in the world so I could learn to beat them so I’m game. Anyone wants to step up 
legitimately, please do. But please don’t come in here disguised like, “We’re going
to beat them by undercutting their price” Everyone’s coming out like, “You’re losing
all your customers because they’re undercutting your price.”

I’m like, “Are you kidding me? The people who complain about spending $100 a month
to run their entire company, I don’t want them as customers.” In fact, we’re honestly
thinking about doubling or tripling our prices just to show, to give the virtual
finger to everyone who’s trying to undercut us. We don’t want those customers. You
can go there. If you can’t spend $100 to run your company, you should not be running
a business at this point and time. Honestly, that’s how I feel.

I want to walk you through a walk down memory lane at how we used to build funnels
because this is the reality of how it used to work. We would have an idea, I would
then have to go funnel hack dozens of people to see what would be the best thing,
so I’d probably spend 2 or 3 thousand dollars funnel hacking a bunch of people’s
things. Because I didn’t have a way to mock up templates. So I’d funnel hack and
take tons of screen shots of all these templates of all these different pages and
then I’d have to go to one of my designers, I had a bunch through the years. I’d
show them, “This is the process I think would be best. I think I want a landing 
page here, and this, this, this. I want this from this guys funnel. I like this 
over from this one. I want this from here.”

So I’d map out the funnel process I wanted to test. But I want this guys design 
but this over here…..it was a nightmare. So our designers would go and try to create
a page but I’d be like, “No, but this and that…” and it would literally be 6-8 weeks
of us going back and forth just getting the design and the funnel structure right.
They’d have to hand code everything. So we’d get all this done. Then we’d have to
go and after we got all the pages done, so it looked good, we’d go back to our developers
and say, “okay, here are all the pages, here’s the order forms, here’s everything.
Now you gotta actually make this work.” So they’d have to go and custom and go into
PHP and coding and sequel database to build up so the order form would actually 
work. We actually went to a database, they’d have to set up the security certificates,
they’d have to set up all the API’s to go to the 20 or 30 different things that 
we would need.

And it would take the developers on average, probably another 30 days to hook up
all of those things. So my cost just in salaries at that point and time were probably
at $15, maybe $20 grand in salaries just to get all these things done to that point.
Then we still had to write the copy, which eventually I started liking copy, so 
I did a lot more of that myself. But prior, I started having a lot of copywriters.
I would spend on average between 10-15 grand for every sales letter we would write.
Whether it was somebody else, or it would be my own time, which would take me probably
6 weeks or so to write all the copy for a funnel.

We would then plug all those things in, and we’d be 3 months, conservatively 3 months
and usually a little more than that, and conservatively about $30 grand per funnel
in. Before we could test it. Before we could test it.

So for you guys to be like, “That’s $100 and I could only build 30 funnels. I still
have to get an SMTP mailer to send my emails out.” I have no empathy for that. None,
zero. I want you to leave us and go to the competitors. Please, for the love. Leave
us, go for the $37 option. I want you to be their nightmare clients, I do not want
you to be using Clickfunnels. I don’t have any empathy. Zero. Not one iota of empathy
for you if you cannot pay $100 or even $300…..if you cannot pay $300 to run your
company, you are not an entrepreneur, you should leave this business. Honestly, 
you should just stay as an artist and go to the beach and do your thing and have
a hat out there to get tips. That is your level of being an entrepreneur. I don’t
know what else to tell you. Please leave. You can go, you have my permission. I 
don’t not want or need your money.

But if you were trying to freaking change the world and sell stuff and make a business,
that’s what we’ve given you. If you wanted super insane, complex stuff, you may 
have outgrown Clickfunnels. That’s fine, if you’ve outgrown Clickfunnels, go hire
people to custom code stuff, I’m okay with that. You’re going to be like, “Oh your
software’s buggy.” It’s like you’re trying to customize crap that your should be
spending 20 or 30 grand on, like we used to. You can do that. Go for it. You have
my permission to leave. I do not need your $297 that bad. I promise you that.

The headaches that go to some people who are trying to, who are complaining to me
about the bug they find when they try to add the 47th upsell on the 13th email sequence
if somebody clicks yes versus no, twice instead of once. That’s not what we’re made
to do. And the reason why, after freaking testing a million things when you go back
and do it the way I had to do it, those three months and that $30 grand was for 
the initial test. Then Todd would have to go split test a whole bunch of things 
and then guess what we found out? Half the time we’d get the pages to convert but
the funnel wasn’t profitable.

So then we’d have to come back and say okay, this entire funnel didn’t work so we
have to rebuild the upsell, downsell sequence. I had to go back to the drawing board
and it’s not me spending 15 minutes in Clickfunnels, cloning the page and doing 
a split test. No. It was me hiring another copywriter to write a new version of 
the video sales letter. It was me figuring out new layouts and designs and functionality
and trying to re-custom freaking code all that crap from the ground up, then we’d
have to go re-build the entire funnel, then re-launch it, drive new traffic. If 
the funnel didn’t work we’re into another $10-15 grand in for the second test. “
Oh my. $300 costs so much. I can only do 400 split tests at once.” I’ve got no mercy
for you okay.

Sorry for the rant, but this freaking important. Alright, so the reason why my funnels
are simple, and I want you guys to understand this, is because your funnels need
to be simple. I learned this from having to custom code stuff. If I made these complex
freaking funnels that everyone thinks are so cool now days, because of Confusion
Soft and others, they draw these little diagrams and they try to impress their clients
by how complex their funnels can be, that’s not going to serve you at all.

I want you to understand this, that will not serve you. It will screw you up and
you’ll be finding bugs in Clickfunnels because it’s not build to do what you’re 
trying to do. With the design hack-a-thon happening next week, we are building out
30 types of funnels. These are the funnel structures you should use. You should 
work to plug the crap you are selling into these funnel structures, not the other
way around. You should not try to say, “oh I got this good idea, I’m going to do
14 upsells and then I’m going to have a mini survey on upsell number two and then
I’ll sell them this.” No, just plug the crap you have into the existing stuff.

The tiny potential maybe incremental sales you could get by tweaking this thing,
is not worth….I promise you that if you put the same effort and same time and money
and energy into hiring a better copywriter or mastering….there’s a dude who I pay
$100 to write each headline for me. When we have an offer I’ll give him a thousand
bucks and say, “Write me ten headlines.” That’s a better investment of your time
than trying to have 16 different upsells. Because having a different headline can
change your conversion. That will do more for you than the complexity that you’re
trying to do.

My rant is over. I think it’s over. Should it be over? I just want you guys to understand
that. Clickfunnels is built for customers like me, who want to get a message out
quickly. They want to take the best proven practices, and they want to focus on 
the stuff they can control. If you want a cheaper option because you feel like $
100 is too much to invest in the entire background and infrastructure of your business,
you have my permission to go. I hope you enjoy it. And when your business makes 
enough money that you can switch, we will gladly welcome you back. Or you can do
what the wise man did and built his foundation on a rock.

I don’t know if you guys remember that song from Sunday school but the wise man 
built his house upon the rock, and the foolish man built his house upon the sand.
And when the rains came tumbling down, the rains came down and the floods came up,
the rains came down and the floods came up, the rains came down and the floods came
up and the man on the sand washed. And the man on the rocks stood still. This is
primary songs 101, guys.

So if you want to build your house upon the sand, go the cheap option you should.
You definitely should. And if and when you want to get super complex, if there’s
reasons and cases, Clickfunnels wasn’t built for, don’t feel bad you guys. I’m okay
with that. You can outgrow us. Clickfunnels is a company that’s built for businesses
in this certain range and I understand that and I respect that. That’s who we want
to serve. If we try to serve everybody, we will not succeed either.

So a lot of times if you guys come to us and you’re like, “Oh, this is a bug, this
is a bug.” A lot of times we’ll hear that and say, “It’s not a bug. It’s the limitation
that we have put on our software because that’s not something that we want our users
doing.” Because if we open that to everybody then it adds a whole other level of
complexity. Clickfunnels is already complex, I don’t want to add more complexity.
I want to make more simplicity.

I honestly, if I wouldn’t have uproarings and riots in the streets right now, I 
would take away some of our features. I would pull things out, I would simplify 
a lot of stuff. And you will notice over the next year or so, we have a bunch of
new UI people and new teams coming in and our goal is simplification. Trying to 
make things more simple and easier, not more complex. Like, “Russell, what’s the
newest feature coming to Clickfunnels?”  There are some cool new things coming out,
but at the same time a lot of its simplification.

At Funnel Hacking Live we opened up Actionetics and someone messaged me the other
day, “you had this cool feature in Actionetics, it was the best thing you have and
then you guys pulled it away two weeks later. Why did you guys do that?” I’m like,“
Two reasons, number one: What people were doing was making smart lists that have
literally 800 different things in there. I understand you guys want to be segmented,
but I promise you that level of segmentation, it hurts you more than it will ever
help you. And number two: It destroys our database. It’s not good. If you want that
kind of complexity, please go and build that on your own. But this is for, Clickfunnels
is built for entrepreneurs to move quickly.” The opportunity, you being able to 
launch two funnels instead of one is the difference. That’s the goal of it.

I’ve been going for a long time you guys. I don’t even know where I’m at. I hope
I haven’t passed where I’m going. Anyway, I hope you guys enjoyed this podcast, 
it’s been a lot of fun. I hope you guys actually listened to the whole thing. There
were a lot of really, really cool stuff that I really wanted to share with you guys
in here. I hope you got a lot of value out of it.

To recap, don’t be a bleh, build your empire, become unbalanced and focus on becoming
who you need to be, and then after you’ve done that and you’re ready to transition
to contribution then shift your balance and be obsessed with the marketing of it,
have fun with it. This game is fun you guys. Every day I wake up and I’m like, I
can’t believe I get to do this. I can’t believe I had a two hour drive today and
I can’t believe I get to hang out with you guys and share and talk and based on 
my stats, between YouTube and our podcasts, we’ll have between 15 and 20,000 people
who will listen to this whole entire thing. It’s crazy.

20,000 people and if each of you got one little nugget out of that thing and I gave
20,000 of you guys the ability to affect an extra 10 people, that’s 200,000 people
that we affected. And if you’re able to get an extra 100 people, that’s 2 million
people I was able to affect. If you get an extra thousand that’s 20 million people.
It’s insane the ripple effect.  I hope that I didn’t waste any of your time and 
you guys got something, one or two or three little nuggets.

But look at these things that way. Go into this, go into everything, go into your
study time, go into your podcast, I’m putting out a lot of content and I’m hopefully
making it entertaining and fun for you guys, but you’re always looking for that 
one little thing, “oh, that’s how Russell….” I had probably a dozen people message
me when they saw how I do my….One of the Funnel Hacker TV episodes I had my Expert
Secrets board and I finished the Expert Secrets book and I closed the board and 
they saw that. That’s how you manage your projects. Now I see how you get so much
stuff done. Everything’s compartmentalized. You have your teams, different projects,
and trello’s the way you do it. That little thing was huge for people. One little
nugget, and you never know where they’re going to be picked up. You never know when
gold’s going to be dropped and you can grab it.

So plug in, immerse yourself in this stuff you guys. My goal is to get your vibration
up to mine so you can be as passionate as I am, because if you are, that’s how you’re
going to change the world. That’s how I’m going to change the world. I can’t do 
it without you. So I need you guys there. So step in, plug in, have fun, enjoy the
process, simplify your funnels, and build your company upon a rock. With that said
you guys, I appreciate you all and I will see you guys soon. Bye everybody.