- Boom. What's going on everyone?
This is Steve Larsen, this is Sales Funnel Radio,
and today you're gonna hear my interview of
the one and only Mr. Russell Brunson.
Now, I have been wanting to get him on the podcast
for quite some time,
but I wanted to do it where I could actually
promote something that he was interested in as well.
He's the guy who originally
started teaching me offer creation, right?
And I wanted to make sure it was an offer for him,
but also for you guys.
So what you're gonna hear in this episode is
you're gonna hear, kinda behind the scenes of
why he's come up with his latest book.
A lot of you guys probably don't even know
that he has a new book.
It's not Traffic Secrets, it's not Expert Secrets,
it's not Dotcom Secrets;
it's another book, okay?
It's literally 550 pages.
And he has had 30 gurus come in
and contribute for this book.
So you guys are gonna hear why he set it up,
where he got the inspiration for it,
why he rehashed the idea, and why he's actually
producing for everyone now.
This is really awesome.
This is obviously my favorite interview I've ever done,
for obvious reasons.
He is my friend, he is my mentor,
I look up to him like crazy, and love hanging out with him.
But anyways, I am very honored, very thrilled.
Guys, please take out a piece of paper
and take some notes for this.
This is not your normal interview.
He and I just kinda shoot the breeze for a little while,
then we kinda dive deep onto some reasons of
why we know people are not successful as funnel builders.
And I know it, and he knows it, and we see it,
and luckily we talked about it a lot in this episode.
So I think you guys are gonna see kinda a different take.
So you're gonna learn from the CEO of ClickFunnels himself,
about why that is;
what makes a funnel builder successful,
and what makes them destined to not be.
Anyways, I hope you guys enjoy this.
Let's cut to the intro then we're straight on
for the interview.
Guys, thanks so much, and if you enjoy this
please go thank Russell.
Bye.
(intense rock music)
I've spent the last four years learning
from the most brilliant marketers today.
And now I've left my nine to five to take the plunge
and build my billion dollar business.
The real question is:
how will I do it without VC funding or debt,
completely from scratch?
This podcast is here to give you the answer.
Join me and follow along as I learn, apply, and share
marketing strategies to grow my online business,
using only today's best internet sales funnels.
My name is Steve Larsen,
and welcome to Sales Funnel Radio.
What's up guys?
Hey, I am excited.
You guys obviously see the video right here
and you see who I have on.
I'm very, very excited about it, though.
Frankly I've had a hard time coming up with words
to describe how I feel about this interview.
I've been wanting to do this for a very, very long time.
Obviously it's Russell Brunson.
He is the man, he's the CEO of ClickFunnels, obviously.
He has gone from icon of mine, to boss, to mentor,
to friend, and I'd say brother, now.
And love him like crazy.
Just really, thank you for taking the time to be on here.
So obviously, just welcome to the show.
Thanks for being on Sales Funnel Radio.
- Yeah man, it's an honor.
I was hoping you were gonna ask me eventually.
I'm like "gah, it's the only funnel show
"I've never been on"
Just kidding. I'm super excited and proud of you, man.
It's funny 'cause I think the event that we first met at
was where I was like "everyone needs to be publishing!
"you gotta do your own podcast!"
And you were like "no!"
And then you went and did what most people don't do,
and did the thing that you knew you needed to do
but didn't want to do, and then you just did it.
Yeah, there's such a good lesson there for everyone.
But that was the first day we met;
it was probably the day or the day after that.
- Yeah.
- And now fast forward two or three years later,
it's amazing to see what you've accomplished
and where you've come; it's awesome.
- Appreciate that. Thank you.
It was like a week later I was sittin' next to you
working there, and I was like "I don't want to publish,
"I'm not gonna publish."
And you're like taking your phone,
"What's up everyone? It's Russell Brunson!", you know?
Then you're on your podcast,
"What's up? I'm Russell Brunson!"
On your blog, "What's up? It's Russell Brunson."
And I was like, "there's something to this."
I don't think I am, hopefully I am,
but I'm trying to be your best student.
I really appreciate it.
I just want to ask you a few questions.
It really means a lot that you're here.
You're changing the world,
and you're changing peoples lives.
You changed my life.
My family, my immediate family, now my extended family
is all soaking up your stuff.
We have our own little groups.
We're like, "this guy's amazing, who is he?"
I was like, "I know! I told you I wasn't crazy!"
Like, "listen to him, he's awesome!"
ClickFunnels has grown.
When I first got there it was at like 15,000 members,
and left when it was about 65-ish.
And off doing the thing,
and it's been interesting to watch
how the audience has grown,
both in terms of their skills being funnel builders
and being marketers.
What would you say, for the audience as a whole,
ClickFunnels audience--
'Cause guys, if you're listening to me and you don't know
Russell or ClickFunnels, I think you're a liar.
Every episode I talk about Russell and ClickFunnels.
But, what would you say is like the recurring holes
that people keep missing that would make them successful;
if they just did that one thing, you know?
- Yeah.
It's funny 'cause--
And I almost feel like this has been part of my mission,
because I remember when I got started,
it's been almost 15 years now,
like I started learning this stuff,
and I'm reading these books from these dudes
who are all dead now, and I'm like, "what?!".
Like freaking out, right?
I'm learning all this stuff and I'm like
this is the most amazing thing ever,
and I go to these conferences and these events,
and I show up and everyone's got a suite and tie on
and are all business-y and they're like boring as can be,
and people on the stage talking about direct mail.
These things, right, that are super exciting
and they'd talk about it.
But everyone's so boring, but I was excited about it.
I'm listening to these boring people like,
"why is nobody freaking out here? Like this is so exciting!"
I could see the vision of it, right?
And it was weird.
And I had to go to all these events,
and study from all these people that were just like
more traditional business people that didn't realize
what they had.
And then, for me, I was just like,
as I'm learning it, spitting it back out,
trying to share this with everybody.
And it's funny, if you read my books,
and obviously you have,
they're not like "here's Philosophy of Russell",
it's like "okay! I learned a bunch of stuff
"from a lot of people, let me show you.
"I learned this from this guy, this guy,"
and I'm telling everybody all this stuff.
And I feel like my job is to make marketing exciting,
because it is.
I think it's the most exciting topic on planet Earth.
But when I came to this game, it wasn't,
I don't know, the energy wasn't there,
the excitement wasn't there,
and I think the biggest gap that people are missing is that
they don't understand that the key to success is not
in "what's my product? I'm selling an iPhone",
or "I'm selling Rhino Rush".
They think this is the key to business,
and it's not.
The product has nothing to do with anything.
The only thing that matters is having a deep obsession
with the marketing of the thing.
And the people that are successful are the ones who
become obsessed with the marketing.
That's it.
It's not best because that's the best product,
and all these kinda things.
It's those who actually fall in love with
what we're talking about;
like what me and you geek out on all the time.
That's the biggest thing.
It's interesting, I told you this story earlier today,
but I was talking to Garrett White like a week ago,
and he was telling me, he's like
"Yeah, I had my mom sign up for a ClickFunnels account"
'Cause Garrett, obviously,
he's 2 Comma Club and 2 Comma Club X,
his wife hit 2 Comma Club.
They're doin' it so the people in his family are like
"What are you doing?"
So he sent his mom, she created a ClickFunnels account,
and she used for like a couple days and then messages him
and she was like "ClickFunnels is hard"
And he's like, "Mom, you're wrong.
"It's not hard, you're just stupid."
I was like, "you told your mom that?"
He was like, "yeah, she's dumb.
"She doesn't know it, but she's dumb."
Because she's looking at it from like
"how do I use this software platform"
and not understanding it's the marketing.
ClickFunnels is this thing, you put pages--
it's not that complicated.
It's the obsession with the marketing that makes
the engine run, right?
And coming back to the core fundamentals,
like you and I are working on a secret project
nobody knows about yet.
But a hint of it is like, it's this challenge where the goal
is to take the fundamentals of direct-response marketing
and make it exciting and fun,
and then pound it into peoples heads
over, and over, and over, and over again.
Because mastering the fundamentals will do more for you
than learning how to use ClickFunnels.
It's like master the fundamentals.
Understand hook, story, offer, epiphany bridge.
All these things that we keep talking about trying
to make exciting for everybody.
You master those, everything else becomes super easy.
It's not difficult on the backside.
But it's those core fundamentals
of direct-response marketing that people don't understand.
If we could make that exciting and light it up for people
then everything else becomes really, really easy, right?
- Yeah.
- When you got the fundamentals, like the funnels are okay,
just slap ten pages to get into the sales stuff.
But that's what people are missing;
that the geeking out on the marketing part of it.
Because when you understand that
I can plug any business into this now; it's not difficult.
- Yeah. It's so funny,
because I was like,
"well how do I make the page look? How 'bout this?"
"It's not about the page!"
Like, ClickFunnels facilitates the page,
but you're missing the whole point!
Anyway, you touched on something that
I've always wanted to ask you.
I don't know how else to describe it, man.
When I was first learning this stuff, right?
And I'm laying there with my M-16, right?
And I'm reading Dotcom Secrets, right?
And I'm laying there and I'm like,
"this is amazing!"
And I would like hide whenever someone would come around,
because it was a training environment, you know?
And I was "this is ridiculous."
And I wouldn't shut up about it.
And I was like "This is, oh my gosh.
"Like, I've been looking, I've been looking.
"I feel like I'm finding the answer for why stuff
"has or has not worked."
And you just did a podcast episode about this.
It was lonely.
- Mhmm.
- It was crazy lonely.
And when I finally got to your
Funnel Hacking Live Event 2016,
and I met you, and I met all these other people,
it was the first time I totally felt like comfortable.
At home.
How did you deal with that before there was a
Funnel Hacking Live Event for you to go to?
- It's hard.
I made a lot of bad decisions because of that feeling.
- Huh.
- I hired a lot of people who were friends,
who asked me questions about what I was doing.
Like, "But you care? Um, do you want a job?"
- Yeah, you care!
- "Sure!" And I hired everybody I knew.
But that was a really bad decision.
I've learned since then.
No, but I totally get that. I understand it.
It is super lonely, especially beginning.
- Yeah.
- If you have a success, it's easier to get in the groups
and connect to people;
but initially nobody cares and nobody believes you.
People you love the most don't believe you;
that's the hardest thing, I think.
- Yeah.
- They believe in you, but they don't believe so much
the thing, right?
- Right.
- And you're trying to convince them,
"Well this is the thing."
And they're like "are you sure,
"because I'd love for you to get a job,
"or I'd love for you to go to school",
or whatever the thing is.
But definitely it was lonely and painful.
Like I said, I'd go to these marketing events
back in the day and try to connect with people,
and I found friends there.
- Yeah. - But yeah, it was different.
'Cause for most people it was their business.
Like "we're direct-response marketers".
It's kinda like, there's another even that happens
shortly after ours.
I won't say the name of it,
but there's two different letters that
talk about what it is.
It's a great event, but the people that they attract
to the event are the people in the company that do the
traffic, and they do the conversion, and they do this thing.
And it's like their day job, and they go there
in their suit and ties and they're working on these things.
- I'm gonna look at some stats.
- People like us, who are like
"I am so tired and I'm so annoyed that I have to go to bed,
"because I'm so excited about this thing,
"and if it wasn't for the fact that everything's fuzzy
"and I can't see the screen I would just keep going.
"But I can't."
People that are obsessed like us.
And it took them a long time.
In fact, it was hard to find those kind of people.
I found pockets of them every once in a while,
and I started to become friend with them.
That was my first sorta peer group,
but it wasn't a lot of it.
And like I said, with what we've tried to do
as we launched ClickFunnels four years ago
and we're kinda creating this atmosphere
and all these things.
I was like "I want this to be a young,
"hip, exciting, fun thing where it's like we can do that."
And I think the cool thing about ClickFunnels is the fact
that we can--
Before it was hard because I'd geek out on something
then I'd get with the program person and they'd be like
"Kay, I'll see you in a couple days."
And you're like, "what do I do now?" Ah!
(Stephen laughs)
Where now we can go in there and effect change,
and it feels so good to be the one like
"I'm going to put a logo there."
Like, "I just moved it. Oh, it's back." You know?
- Yeah.
- You can actually do that.
It was lonely for me.
So part of the reason why the company was built
the way it was is because I was trying to build a platform
for me and people I knew who were like me
who were just like "I need to connect,
"I need to plug into other people."
I don't know, there's something about it
when you can sit down and have a similar language pattern
to other people and talk and they get it instantly.
Yeah, I remember the first time I met a couple of people
who were doing what I was doing,
and I remember telling my wife then, I'm like,
"I said stuff, and they were excited about it, too!"
Like, "this is the coolest thing in the world."
- "Not allowed!"
Which is what I love so much
that you have the Facebook group for ClickFunnels open.
I feel like it's this first starting safe-haven for people
who don't really know what it is yet,
but frankly need a home.
And I love that.
Okay, I asked already what are the holes that
these funnel builders often don't see.
And one of the biggest holes, obviously,
you said learning marketing.
How can somebody shortcut the learning of marketing.
Because it's not like it's a small topic.
I certainly didn't learn it in my marketing degree, even.
(Russell laughs)
It's not easy info to find.
- Yeah.
When I think about how I learned marketing like,
there's more stuff nowadays, right?
And we're publishing, other people publishing.
When I got started the weren't podcast,
there wasn't Facebook live.
A lot of these things nowadays are just gone, right?
Sorry, just lost my train of thought.
Somebody texted me right when we're talking.
- It's all good.
- My phone was turned over.
Sorry. My train of thought; I totally just lost it.
- That's okay. Like short-cutting marketing.
Like how do I condense that?
- Oh yeah, sorry.
So what I was saying is
there weren't a lot of things
you could learn it from initially,
so I think about how did I learn it.
And the way I learned it was is like
I picked four or five people that I knew
were doing great stuff, and I was watching them.
So what I started doing was I would go and I would start
just watching what they were doing;
like intimately watching it, right?
- Yeah.
- I think that's what most people miss.
They see the email and they're like "oh!"
And they go and they buy the thing and they buy the course,
they're going through the course and all this stuff,
and it's just like: you missed it.
- Yeah. - Like, did you watch
all the emails that came up prior to that?
Did you watch the other people?
Did you watch how they contacted JV partners?
Did you watch how the Facebook ads started sorta showing up?
And did you notice like, "wow, why was there an ad?
"He's talking about this thing but there's no coaction.
"Why would he do that?
"And there was another thing".
And he saw four, five of these different videos
that came out that had nothing to do with anything.
And then all the sudden, then you see this thing
and there's a momentum, and stuff happens,
and that people buy it and after they buy it,
did you notice the second email sequence after they bought?
Which is they sold the secondary thing,
and you watch that and you're like
"Oh my gosh, like nobody even saw.
"They did a launch but the money came from the
secondary, internal launch that happened
to the existing buyers."
And it's that, for me it's like I bought everything,
but I rarely consumed the products.
I was just buying it to see the stuff.
And I think you're similar.
- Yeah. I buy too much crap, man.
I don't even go through half of it.
- I remember, it was probably like a month after
you left as an employee and you're home,
and I was watching...
It was before your Instagram, though.
It was something.
Somewhere, maybe it was Facebook live,
you were like "oh my gosh, you guys!
"I just went through on every webinar
that Russell's ever done."
- That was fun.
- "Check this out, check this out."
You got on the floor, and all the registration pages,
and all the emails printed.
And you're like, "every time!
"Email number one he talks about this,
"and then email number two always goes to this,
"and email number three--"
And you're like find the patterns
and seeing the whole thing.
And you're like "I downloaded the webinar,
"I listened to it like 30 times.
"I've got all your webinars and your audio book,
"I listen to back, to back, to back,
"just to listen to your pitch over and over again."
It makes me laugh, because I guarantee you probably--
I mean, you probably did,
but you didn't have to go through the course.
The value was going through the process of the course.
- Yeah! That's the funnel itself!
- As a matter of fact, this is funny,
I got a certified letter from somebody today who--
it must have been somebody old,
'cause they were asking for a refund for a $30 product,
so they sent me a certified letter because that was easier
than contacting support.
But as I'm reading this thing I was laughing
because I'm like, they missed it.
- Yeah.
- They came to my thing to buy a book
to teach them marketing,
and then they're asking for a refund for this free book.
You missed the whole point of the exercise.
It blows my mind that people like come
and they want to learn funnels from me,
and then I'm like "go get my book",
and then they're like
"what part of Amazon say they want
to get stuck in a funnel?"
I'm like "idiot."
- Yeah! You idiot! What are you doing?
- Yeah. You learn more from buying.
I'm like "buy slowly!"
Take screenshots like I do and you do.
That's the fastest way to learn marketing
is to observe it and to watch it and to respect it.
Don't be annoyed like
"oh they sent out three emails this week."
Like, why did they send out three emails this week?
- Yeah, what is that?
- What is the purpose? What was the strategy?
What were they doing?
Did it work? Did it not work?
Did I open it?
Did I not open it?
What was the feeling I felt as I read this email.
What was the feeling?
Am I paying attention to that?
Because that's how I figured a lot of this stuff out,
is just paying attention to what people were doing,
and what effected me and what didn't,
the things that affected me.
There's a couple marketers who I think
write really good emails.
Every time I'm doing an email I'll go back
to my old email account from like the 1990's
or whatever it was.
It's the only email address I have.
But I was subscribed to everybody back then.
And I'll go in there.
And a lot of them aren't even still around,
but I would search for their names,
and I'll see all the emails from that person,
and I just read the subject line,
and I'd look at which ones were clicked back in the day.
I didn't click on all of them,
but I clicked on some of them;
you can see which ones have been opened and not opened.
- Oh. - In Gmail.
And I was like "okay, why did I click on that one?
"why did I click on that?"
There's something that caused me to click on it.
And the others ones didn't for some reason.
So what was the reason?
Go back to your own email and just scan through it.
Scroll through like 8,000 pages in Gmail
and look at which ones you clicked at
and then ask yourself why did I click on that.
Those are the things that can help you learn marketing.
- Sorry. I did that to yours the other day.
I went and I search--
I do that many, many times.
"Russell Brunson". And it shows me all your emails.
I'll just start reading through them,
and I was like "that was awesome. Oh my gosh,
"this is crazy cool. That's super cool."
So I wanted to ask.
You've got that book, 30 Days, right?
And I was super excited about it.
Oh man, having marketers come in and teach
what it is they actually did
and watching you, what you're doing selling the thing,
is such an awesome education.
Everyone, I want you to know right now I'm not baggin'
against education or whatever;
but it is better than my marketing degree,
and I got a 3.8, baby.
I did really, really well.
And I don't use any of it.
None of it.
It's everything from Russell. Everything.
I got in fights over what Russell is saying
with some of my marketing professors,
because I knew what he was saying was real and true.
I know this story, but just for people who are listening,
because I know many don't.
Where'd you get the idea for the 30 Day book?
- Oh yeah. I don't think I have it
right here in front of me.
I may or may not. Let me check.
- [Melony] Oh, is it?
- It's somewhere. Anyway.
- [Melony] Hey.
- Is it what?
Well, I'll tell the story if I can't find it.
Back in the day, when I first got started in this game,
and I was looking for how to get started online,
and I was in college, I was at Boise State,
and this kid came out with something.
And I can say his name because--
Do you want the full story or the part story?
- What part's gonna sell the book?
- Alright, I'll tell the you the whole thing.
So what happens, so this guy name Joe Kumar,
he was an 18 year old kid,
and he had this idea, it was called back in the day,
30 Days Internet Marketing Success.
So this is to a unique idea to me.
In fact, I hope that somebody has cloned this idea
whatever market you're in, because it's brilliant.
Don't do it in my market, because I will crush you,
but with any other market like 30 Days to Dental Success,
you should do that if you're a dentist guru, right?
- Yeah, yeah.
- 30 Days to Wight Loss Success.
Whatever, it's like the model, right?
But he did this thing.
He emailed a whole bunch of these big, huge name gurus
of the time and is like
"hey, if you were to lose everything:
"you lose your email list, your customers,
"your name, your phone.
"And all you had left was internet access
"and your marketing knowhow,
"and you had bill collectors on the phone
"trying to call you, and you had 30 days to get back on top
"what would you do?"
And I think he had 60 people who each wrote him a chapter.
It was like "Day 1 I do this, day 2, day 3, day 4".
A whole 30 day plan.
And I remember when I saw that,
sitting in my Boise state computer lab,
and I was like "Oh my gosh, this is the key."
And I'd been trying for probably a year, year and half
to figure stuff out.
- Right.
What were you building at that time?
What business were you on?
- I don't think I even knew.
I didn't have anything, yet.
I was trying stuff, but I didn't have anything back then.
Maybe a still a couple affiliate things.
- You're saying that it took you a year and a half,
and you still hadn't figured it out yet?
What?
- We didn't have ClickFunnels back then, so.
- What?!
(laughter)
So I remember I read the sale like ten times
and I was like "I have to buy it".
It was a $97 ebook.
And I'm like (gasp)
- Right.
- Hundred bucks for a ebook.
But I was like "I have to have this."
So I bought it,
and my wife and I were celebrating a one year anniversary,
and my parents, 'cause I didn't have money at the time,
invited us to go to Hawaii with them.
And so I was like "cool."
So I was going to Hawaii,
so I printed them out, and I remember,
it would have been like 60 of these things.
It must have been like 6,700 pages.
So instead I printed out 8 to a page.
They were like.
And it had to be spiral bound.
And that's what I was looking for here.
I had it in here somewhere.
But anyway.
- Oh yeah, I've seen that. That's right. Yeah, yeah, yeah.
- Eight pages to page.
It was two of these spiral bound manuals.
And so I got on the plane and I literally,
from Boise all the way to Hawaii,
I'm reading each of these little, mini pages.
And I'm like "what?!"
It was cool, when I read the first one.
And it was this persons 30 day plan
on how they'd be back on top.
And I was like "oh my gosh, that's brilliant".
And I read the next persons, the next persons.
And everybody's was different, right?
But the core concepts of all of them were the same.
They all had their own little angle and their twist,
but what it all came down to was like,
"I would create something amazing,
"I would then set up a sales letter
"to sell that amazing thing,
"and then I would drive traffic to the sales letter."
That was it.
I was like, "oh my gosh.
"I haven't had any success yet because I don't
"first off, have a product,
"I don't have a sales letter, and I'm not driving traffic."
That's all this business is, is like three things.
And I was like, "I need to create a product!
"And then I need to write a sales letter
"to sell the product,
"and then I gotta drive traffic."
But I saw the pattern after seeing it over,
and over, and over, and over.
And everybody had a different traffic strategy.
And everybody had a different strategy on how
to create the product,
how they would sell it.
Some where teleseminar, some were, you know, pre-webinar.
Everyone had their own different mechanisms to do it,
but when I saw the pattern 60 times in a row I was like,
"I know what you do now."
And then went back, and after that is when I created
my first product,
which was Zip Brander; it was a software product--
- Oh, that's when Zip Brander came up. Really?
- Yes! - I was going to ask you
what happened after this.
Okay, okay.
- Yeah.
So I had the product created,
and then I wrote a sales letter, and then I drove traffic,
and that was it.
That book was the thing that gave me the initial turn
of "I get it."
So that was 12 years ago.
Okay, then fast forward like three months later.
Joe Kumar decided to sell,
basically $500 you get the rights to his book.
And you can sell it as much times as you want.
I was like "what?"
So I literally had no $500.
So I went out and I earned the money,
bought the rights from him.
He was only gonna sell 10 people.
I'm just like "this is how my future is gonna be made."
So I bought the rights from him for $500.
Me and, he said ten people,
but he ended up selling to like probably over 1,000 people.
And it was a big deal.
Everyone's like...
- That marketer.
- Yeah, it was a big deal.
He got in trouble.
He ended up fleeing his country,
and the feds came trying to arrest him and he disappeared.
The last email he sent to his list, crazy enough,
was like "if you want my 30 day plan,
"y'all read everybody else's, if you want my 30 plan
"scan your passport and your something and fax it to me."
And we're like "what?"
because he was fleeing the government.
Anyways, crazy story. Crazy.
- Whoa.
- And he's disappeared from the face of the Earth.
So then like now fast forward whatever,
13, 14 years later.
My whole goal right now,
and I did a podcast about this,
my whole focus is how do I simplify this process
so that more people can be successful?
How do I simplify the process?
How do I simplify the process?
All your best ideas will come
from you trying to figure out how to simplify the process
for your customers, right?
So I'm thinking through, thinking through.
And then I was like "what was the thing
"that got me to have success?"
And all the sudden it's like
"dude, it was the 30 day plans".
- Huh.
- I said "we should do the same thing".
And 30days.com, I went and bought the domain name.
And then I was like "let's go out to people we know
in our community who have done this,
and have them each contribute a chapter,
and we did that.
And we now have a 550 page, physical book that
has everyone's 30 day plans, and it's insanely cool.
It's exciting.
You are one of the plans in there,
which I'm excited for everyone to see.
- Oh man, it's so good if I say so myself.
- But that's the backstory on how 30 Days came about.
- I appreciate that.
I appreciate you sharing that.
I remember when he had the idea for it.
It came as an idea, as in all great ideas do come to you.
We're all sittin' there, we're working
Then you go "dude!"
And everyone stands up and runs to the whiteboard.
(laughter)
Barefoot.
And I was like "that's crazy."
And I want you to know,
I actually was watching what you were doing,
and I took a page from that lesson,
and that's how I created Affiliate Outrage.
I went and I crowd created it after watching you do that.
And it works, everybody, just so you know.
It's like crazy easy to crowd create products like that.
It's super valuable.
Well hey, thanks so much for your time, man.
I know that you're super busy,
And I want to keep geeking out,
but I think Melony's gonna yell at me.
Bruno, I think I'm going over.
- She says you got one more question if you want it.
- Oh cool.
(laughter)
- You're gettin' it.
- Hey, I wanted to ask.
So you go through, you're reading all these plans, right?
And I'm hoping this is what my audience does,
and that's why I wanted to ask you about this
so we could promote that book of yours
and I hope everyone goes and gets it.
If someone's going, they're reading through all these plans.
There's obviously a lot of stuff.
You know, this is not like a small book.
But they're literally being handed keys to the kingdom
to go crush this.
What would you suggest somebody does
as they're reading this?
Should they follow one person's plan?
You know what I mean?
Literally do it in 30 days?
How should they proceed after that?
- I would say...
Everyone learns differently.
- Sure.
- What gets a lot of entrepreneurs stuck,
and I can share names with you personally,
but I won't on a podcast,
the people that come through our world that have struggled.
They try to follow things to a T.
Like everything where they're just like "ah, ah."
And like someone says something and they're like,
"but how do I permit that to my thing?"
And they get so stuck on trying to figure things out,
or trying to do everything,
that they never get anything done.
I think the best thing for them to do is to get the book
and try to read through it.
It might be hard to get through all of it,
it's literally a 550 page book.
It's like. It's insanely cool.
But, pick the people that resonate with you.
Some are talking about ecommerce, some are internet.
Find the ones that resonate with you.
But read a bunch.
Read 5, 10, 15 of them; read them through.
First off to get like the flow.
Because, for me, the biggest thing was like
seeing the pattern of like, "I understand it."
So after you get that, then it's coming back and saying
"okay, now I've got to figure out for my business.
"and I can't do what everybody did."
- Right.
- Find out from all the people which one
resonates the best with me.
What I'm really good at doing is
I learn a lot of stuff from a lot of places,
but a lot of things when they come to me,
I'm not like "okay, how do I implement everything?"
Because if you do that you get overwhelmed,
nothing will happen.
It's coming out like "Oh, that's awesome,
"but I'm not ready for that yet,
"so I'm gonna store it right here.
"Oh, this is cool to store.
"Here I'm gonna store it."
It's like okay, if you know you don't have a product yet,
you should just be consuming everything
on how to create a product, and then do that.
Then everything's like "cool, storing it, storing it,
"storing it, storing it.
"this is what I need."
You do the thing.
It's like, "okay, now it's done."
It's like, "okay, now we're ready for the next phase."
It's like, "okay, I'm gonna grab these things."
So when you get to the part where you're ready for traffic,
go back.
Remember peoples' 30 days plan.
Like "okay. Garrett talked about this,
"And Stephen talked about this.
"Now I'm ready to start doing traffic."
And it's sorta like taking those things off the shelf.
So I think it's good just to like...
School teaches you to memorize everything
and regurgitate it.
I don't think it's the right method, right?
The method for entrepreneurs
is to take all this information,
to see like "where does it fit in the picture?"
And you're like "cool, well I'm at this phase right now,
"so I'm gonna just place these here, and leave them there,
"and then I'll come back to them.
"But I've gotta focus everything
"on the next piece of this puzzle. The next step"
And I think that's the biggest thing.
And we have people who took on Comma Club Coaching right now
who are trying to figure out Facebook ads,
and they haven't figured out a product yet.
- I know, right? Doesn't make sense.
- You don't have an offer.
You don't need to master ads yet.
Like, master an offer first.
- Yeah.
- And I guess what people miss is that they're trying to
learn it all at once,
and just like, don't try to learn it all at once.
That's not gonna serve you at all.
- I still don't know how to drive ads.
I don't want to learn that.
- Exactly.
- Okay, that makes total sense.
So you're gonna do a deep dive with it, go in,
and then just figure out what you want
and table the rest of it.
Totally makes sense.
- Can I ruin this for everybody? Our surprise?
- Ruin it. Do it.
- So this is the surprise.
Stephen and I have been in the laboratory
working behind the scenes.
So what we're going to be doing is...
Well, you guys will see the funnel.
Stephen hasn't seen the whole funnel,
he's seen a little glimpse of it.
What he has coming,
you'll actually be able to get everybody's 30 day plans
initially for free.
So it's like free-free.
Like you're gonna go, you're gonna get them,
and I'm gonna be pumped for you
because you're gonna have it.
I want to make the barrier to entry like
you just show up, and we'll give you the stuff.
- Yeah.
- But then the physical book, the 550 page physical book,
we're also gonna ship that to you for free
in exchange if you join a challenge.
And we're gonna be doing a 30 day challenge
where Stephen and I will be tag teaming
the crap-kicking out of you to make sure
you actually implement the 30 days.
So I would say is go through this thing,
geek out, listen to everybody's thing,
and then sign up.
It's a hundred bucks.
Which is like the cheapest thing on planet Earth.
- Yeah.
- Literally that hundred bucks does not go to me.
Whoever referred you gets a hundred bucks.
I make zero dollars and zero cents
from you being part of this challenge.
The only thing it does is it get me the ability
to yell at you, and have Stephen yell at you
to make sure you're successful
and teach you the fundamentals
and pound them through your mind
so that way you can actually implement
your own 30 day plan.
So I would say go to virtual summit,
geek out, listen to everything, consume it all,
just do your big emersion,
and then our live thing will be starting like 30 days later,
and then just get prepared.
Show up to that 30 day thing
with all these ideas in your head,
and we're gonna be going "step one, step two, step three"
pounding the fundamentals.
And after 30 of this full-out process
you will have everything in place for your funnel.
So it's going to be amazing.
- Oh my gosh.
And don't get sensitive people,
when I tell you that you're wrong.
(laughter)
Just be teachable, be coachable.
- I always joke.
I'm kinda like the coach that has the carrot
out in front of you.
I'm like, "come over here guys,
"it's awesome. Come over here!"
And you're the coach from behind the stick
like whacking them like "come on, let's go!"
- "Go! What do you want in life?"
- So you got both.
You got someone pushing you and someone pulling you,
but it's amazing and I think combo of those tag team people
is gonna be exciting.
I'm just pumped because it's gonna give people
the accountability they need sometimes
to move, do things,
and just get something out there and done.
So you can learn the whole process once.
And after you learn it once it's easy to do
over, and over, and over again.
- Totally.
Same process, which is the fun magic of it.
Hey, there's a quote I've got on my wall.
Reminds me of you like crazy,
and it's by Ray Kurzweil.
Just so everyone knows,
I have an actual wall where I put quotes all over the wall.
I used to do it growin' up.
So on my actual wall, not like a Facebook wall,
I have written:
"The purposeful destruction of information
"is the essence of intelligent work."
"The purposeful destruction of information
"is the essence of intelligent work."
You're super power is just that.
It is ridiculous.
It's taking in all this stuff, man,
and just spewing it out in this way where it's like
"Oh!"
Like guru coming off the mountain
with the two tablets kinda, you know what I mean?
Like, "here they are!"
And I'm like "wow! That's it! That's what I need."
And I really appreciate what you're doin', man.
Changin' the world.
Do anything for yah. Love yah.
And thanks so much for taking the time.
- No worries, man.
Super proud of you.
I love what you're doin' and you're having a huge impact
on peoples' lives,
and that impact will keep growin'.
Anyway, I appreciate you.
You're amazing.
And your audience is lucky to have you all the time.
So hopefully they all know that.
- Thanks man, appreciate it.
Oh yeah!
Wasn't that awesome?
Hey, just real quick;
a few months ago Russell asked me to write a chapter
for a secret project he was doing.
And I had to write a chapter for a book,
and this was the prompt, this was the letter I got from him.
He said "Hey Stephen, let me ask you a quick question.
"You suddenly lose all your money,
"along with your name and your reputation,
"and only have your marketing knowhow left.
"You have bills piled high
"and people harassing you for money over the phone.
"Plus you have a guaranteed roof over your head,
"a phone line and internet connection,
"and a ClickFunnels account for only one month.
"You no longer have your big guru name,
"your following, your JV partners.
"Other than your vast marketing experience
"you're an unknown noobie.
"What would you do from day 1 to day 30 to save yourself?
"- Russell Brunson."
Hey, if you want to see my answer
and a bunch of other marketers that also had answered that
in this amazing book and summit,
just go to 30days.com/stephen
Again, you can see the entire summit, you can see the book,
you can see what we wrote in there,
and each of our detailed plans.
Just go to 30days.com/stephen
That's 30 as in 3-0, 30days.com/stephen
S-t-e-p-h-e-n.
Guys, enjoy.
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