Russell Brunson is the world-famous internet marketer and a co-founder of the largest funnel creation software ClickFunnels. He hosts Marketing Secrets Podcast.
In order to survive and then thrive in a serious recession like the one we are entering, your tactics are going to have to change. Fortunately, serial entrepreneur Russell Brunson, founder of ClickFunnels, and Impact Theory’s host, Tom Bilyeu, are both well aware of the fact that in times like these survival comes first. And you can also set the stage for extraordinary future success by doing the right things, right now, alongside simply surviving. In this episode Tom and Russell discuss how to rebrand and rebuild your career and your business, why you have to focus on survival first, and how to then take advantage of what could be your greatest opportunity. This episode is brought to you by: WHOOP: For 15% off your order, go to and use discount code IT at checkout. Blinkist: Go to Try it FREE for 7 days and save 25% off your new subscription. PATLive: Get 15% off their regularly listed rates. Call 866-708-2507 and mention this podcast. For more information, visit   SHOW NOTES:   Russell talks about how relentless practice turned him into a good wrestler [0:57] The danger of tying your success to your identity [2:58] How to keep going when you are beaten down and fatigued [5:24] Russell advocates the virtues of a relentlessly competitive mindset [9:28] Why you should shift your marketing before you shift your product [13:43] Russell talks about first finding the people you want to sell to, then creating the product [19:39] Tom and Russell discuss why you should focus on getting your basic needs met [23:46] What are the eternal truths of marketing and getting customers? [29:00] Tom and Russell talk about why you need to build your own platform [33:15] The secrets to building a social media platform [36:43] Russell explains how he stays motivated when times are bad [42:23] Russell advocates that business is a call from God [45:20] Russell shares the impact he wants to have on the world [49:03]   QUOTES:   “I’ve never seen someone lose with a smile on their face.” [8:30]   “Endure long enough to get noticed.” [39:08]   “This is the greatest opportunity in the four decades I’ve been on this earth.” [45:40]   FOLLOW:   WEBSITE:  INSTAGRAM:  FACEBOOK:  TWITTER: 
Today using funnels for conversions seems like a vital part of marketing your products but so much of that is thanks to our guest for today, Russel Brunson. Russel is the CEO of Click Funnels, a SaaS product that provides everything you need to market, sell, and deliver your products and services online through funnels. Click Funnels is approaching $200 million in revenue and they haven't raised a cent in venture capital, so our conversation with Russel today is mostly about the funneling strategies they use to make this possible. First up though, Russel tells the story of Click Funnels’ conception, which involves his initial entrepreneurial ambition of selling DVDs containing instructions for making potato guns. After learning about sales funnels through this venture, and then developing Click Funnels, Russel found that nobody even knew what sales funnels were. We hear from him about how this problem led him to write all his books, which both act as instruction manuals for using and optimizing funnels but also behave as funnels for his company. This leads Russel to speak about the other clever ways he converts people into customers and keeps Click Funnels growing, such as webinars and challenges. Other interesting tidbits from today’s episode are the stories of how Russel made $3.2 million selling Click Funnels to the audience of Grant Cardone’s 10X event, and how Apple completely blocked his number one podcast. As you’ll find out in this episode, Russel’s love of storytelling is a key feature of his success, so make sure you catch this interview.  TIME-STAMPED SHOW NOTES: [00:21] Before we jump into today’s interview, please rate, review, and subscribe to the Leveling Up Podcast! [00:22] An intro into Russel, Click Funnels, and their revenue despite raising no venture dollars. [00:57] Potato gun sales funnels and how that led to Russel’s partner coding Click Funnels. [02:24] How Click Funnels makes money through tiered SaaS subscriptions. [03:04] Russel’s use of funnels in such a way that Click Funnels doesn’t pay for growth. [04:24] Funnel shelf lives and how Russel rotates through different funnels to keep fresh. [06:29] How Russel’s books guided customers to see they needed his product. [06:30] Using, optimizing and getting people into funnels: Russel’s three books. [10:16] Marketing Click Funnels to different communities through Funnel Hack events. [12:09] How customers’ need for Click Funnels informs Russel’s view on giving free content. [13:46] Why Russel shut down his lucrative mastermind at the top of his funnel. [14:28] Russel’s love of storytelling and why he wants Click Funnels to be worth $1 billion. [15:15] Storytelling over techno-babble: learning how to sell your product. [17:11] How Russel sold $3.2 million worth of SaaS on stage one year and failed the next. [20:13] Russel’s confusion around why his podcast got choked by Apple. [17:11] The top three funnels that work the best: books, webinars, and challenges. [21:57] Timeframes for when Russel makes new funnels. [22:26] Russel’s must-read books and favorite business tools. Resources From The Interview: Click Funnels Russel Brunson   DotCom Secrets Expert Secrets Traffic Secrets Unlock the Secrets   Funnel Hacking Live Gabe Schillinger 10X Growth Con Traffic Secrets Website Expert Secrets Website Secret Funnel Strategy Webinars One Funnel Away Salesforce Opidis Joovv   Must read book: Behind the Cloud, American Kingpin   Leave Some Feedback:   What should I talk about next? Who should I interview? Please let me know on Twitter or in the comments below. Did you enjoy this episode? If so, please leave a short review here Subscribe to Leveling Up on iTunes Get the non-iTunes RSS Feed   Connect with Eric Siu:    Growth Everywhere Single Grain Eric Siu on Twitter    
Russell Brunson is the Co-founder of ClickFunnels which helps tens of thousands of entrepreneurs get their message out into the marketplace. He’s built a huge Entrepreneurial following and has written several books, including a new release, ‘Traffic Secrets.’  Listen today if you’re looking at alternative ways to get traffic to your business (other than Facebook)! To dig in further with Russell, you can get his NEW book here. Listen Today For, The importance of really getting a deep understanding of who your dream customer is and where they are ‘congregating.’ How Russell shifted the classic ‘Dream 100’ approach to a strategy that had a more exponential impact.  His ‘Hook, Story, Offer’ Framework that you need to weave into every step of your sales funnels.  A clue that can fix any funnel that isn’t performing. “The goal of the story is to increase the perceived value of the thing we’re going to offer them next.” Russell Brunson. Plus, • How Russell ‘digs for hidden treasure’ and his favorite tools for reverse engineering Ad campaigns. • How Brunson reaches out to Influencers and builds a relationship with them for future marketing partnerships.  • Russells take on what’s best - organic or paid traffic? “I love paid as opposed to organic because you can see instant results…but organic (as a long term plan) is the best kind of traffic because it’s free”. Russell Brunson. • What Russell is working on now and what challenges he’s taking on. • The affiliate link ‘afterthought’ that now brings in over a million dollars a month.  Click to find us on Apple Podcasts and other podcast players. 🎧  References Mentioned In This Episode His new book. Contact & Follow Russell Brunson On Twitter.  On Linked In. Contact & Follow Roland On Facebook  On Instagram  Through his Website  Follow Business Lunch Podcast On Twitter Thanks so much for joining us this week. Want to subscribe to Business Lunch with Roland Frasier? Have some feedback you’d like to share? Connect with us on ApplePodcasts and leave us an honest review! Your feedback will not only help us improve the show, but it will help us connect with more high flyers like you. Click to find us on Apple Podcasts and other podcast players. 
Something interesting I realized this weekend about how to reactivate people, get them to commit, and finally give them their big ah-ha. On this episode Russell talks about planning a new 10x Secrets product, when he suddenly questioned why he continues to launch new products. He explains his motivation behind why he continues to do what he does. Here are some awesome things you will hear in this episode: Why getting so excited about a new idea made Russell suddenly question why he continues to put out new content. How spending money on training helps people re-commit to what they are trying to do. And why he loves reading which of his products gave people the aha that made them re-commit. So listen here to find out why it’s important for Russell to continue to put out content that will hopefully inspire different people. ---Transcript--- What’s up everybody? This is Russell Brunson, welcome to the Marketing Secrets podcast. I learned something really interesting about myself tonight and I wanted to share it with you guys. Hey everyone, I hope everything is going amazing for you guys. Today was Sunday, I had an awesome day at church with the kids and it was just really, really neat. Some of you guys know, if you’ve been listening, if you’ve been following, I don’t know. Everyone’s plugged in different spots, different places. But Thursday I did a really cool thing, I took the day of work off and I tried to read the entire Book of Mormon in a day, which was awesome. I podcasted about it over at, if you want to go listen to that podcast you can go and listen to it. And then Friday, I did a training. So the training was for everybody who had gone to the 10x Growth Con event, Grant Cardone’s event. If you guys were there you saw at the event, I did a presentation and made 90 million, excuse me, not 90 million, that’d be cool, 3 million dollars in 90 minutes, setting all sorts of records and it was really, really cool. Then the next day I got up onstage and we did a bonus where if anyone signed up before I left, basically we were going to let them, I was going to do a workshop where I walked them through exactly what I did and how I did it and all that kind of stuff. So that workshop I actually did on Friday, which was really cool. I thought it was going to be about 3 hours long, I ended up going for 6 ½ hours. I don’t know, I just get excited and I can’t stop talking and sharing and it’s just a lot of fun. Hopefully you guys are okay if I over deliver. But it was cool. And then obviously, immediately afterwards I’m all excited to go and try to turn this into an offer and to sell it, and I bought, and I’m like, “I’m going to put this in the offer, and this and this, and the training….” And my whole brain is going crazy with this whole process. And then part of me is like, why am I doing this? Why am I creating another offer, a new front end, another product? Maybe it’s because I have a problem, I got a funnel addiction, maybe a little of all those things, I don’t know. But what was interesting, I actually this weekend thought a lot about that. It’s fun, I love reading the Facebook comments of people in our groups and especially just hearing people’s success stories and stuff. And there’s this really interesting pattern this weekend for me, as I was just scrolling through stuff. So many people told me, “Oh for me Russell, it was when I read the Dotcom Secrets book, that’s when it clicked.” Or “Oh for me it was when I was at this event and you said this, and that’s when everything clicked.” And “For me it was when…” people are sharing what it was for them that made it all click for them, and when it clicked the business took off. And it made me start thinking, what were the pivotal parts in my journey where something clicked and it was like, transitional shift and shift and shift and shift. Twice this week I did trainings for the Two Comma Club X coaching program, where I shared something that had been shared other places, just had been shared differently and had different stories around it and stuff like that. And the same thing, people were like, “Oh that time it clicked. Now I understand where I’m going.” So you never know when, like when you’re sharing message which one’s going to click with which people. That’s why I keep telling my stories and my things over and over and over and over again, because you never know when it’s going to click for that person who’s there. Sometimes it’s repetitive for some people and sometimes it’s like the thing that makes it click. And I started thinking about this, I’m so excited to create this offer and then I was bummed about it because I was like, why am I doing this? The last thing in the world I really need right now is more money. I’m like, what is the reason? Why am I so excited about doing this? And then it kind of hit me, I think the reason why is that I know that, that training was the newest one I’d done. It was 6 ½ hours, I put my heart and soul into it because I wanted to over deliver. It was really cool actually. I actually went through and I taught the foundation of offer creating, because that’s the key to the webinar. Then I taught the Perfect Webinar, and then I went through the actual presentation from 10x and then I pushed play and watched and paused, “This is why I did that.” Push play, pause, “This is why I did this.” Just kind of went through the whole thing. It was interesting, I even found out a couple of new nuances to the Perfect Webinar that I didn’t ever realize until I was like pausing myself and I was like, “oh wow, I did that thing. I didn’t even realize that.” So I was sharing those things, talked about the price marinade, a whole bunch of cool things I’ve never really talked about before. But I was thinking about this, between our email lists and everything, there’s over a million entrepreneurs that follow me, right. And when I put something out, because not all million are still active, excited and engaged. If they were, I would have a million people using Clickfunnels right now, which we’re working towards that, but we don’t have it yet. I think we’re at 61,000, which is pretty awesome still. But I was like, those million plus people, my job as a marketer is like, re-engage them, and then re-commit them, and hopefully this time give them that aha. So I re-engage them by making a new hook. I talked in the last podcast about hook, story, offer. So I need a new hook to get them re-engaged. Because if I just keep selling them the exact same thing, it’s going to be hard to keep them in. But if you look at this, think about this. I have, which is like the script and the cd of me teaching the Perfect Webinar right. Expert Secrets is me teaching the Perfect Webinar in way more detail.  Secrets Master Class, which is part of Two Comma Club X, the old FHAT event was me teaching the Perfect Webinar. This was me teaching the Perfect webinar. It’s me teaching it, but it’s like the concepts, the contents not the same, but it’s similar. But it’s repackaged in different ways. Where it’s like, The Perfect Webinar, that was the thing, that was the hook that will get them. Expert Secrets, I talk about that way, that’s the hook that will get somebody. 10x Secrets, we talk about how Russell made 3 million in 90 minutes, that hook will get a lot of people. It’s sexy, it’s interesting, it’s unique. The hook will grab a different segment, or re-engage people. Then, I honestly wish I could, that six hour thing, I wish I could stream it to everybody for free. The problem is I know that if people get it for free, they won’t do anything with it. So that’s why we make an offer, that’s why we make a funnel. Because then I’m hooking them first, then I’m charging them, and the physical act of them pulling out a credit card recommits to themselves that they’re going to go down this path again. So I hook them, recommit them, and then hopefully this time I give them the aha, the thing, that’s the one that…how many times have you gone and studied somebody’s stuff two or three or four times? Like you go to church every Sunday for 20 years of your life and all the sudden that Sunday, that person, whatever it was, you were ready right then. So for me I feel like that, that’s really part of this business. The money, and if you guys aren’t to this point yet, I’m just going to break it to you, the money is not that exciting, moving forward. There comes a point where your house is paid off, everything is taken care of, it’s just not exciting, the money part. But the impact fires you up. So it’s like, I’m hooking them. I have a million plus entrepreneurs, plus everyone else on Facebook, plus the entire world, throwing these offers out trying to hook them and get them to make a commitment. They commit themselves by actually paying for something, and my goal is for this time to give them the aha, the thing where they’re like, “Ah, this is the one.” And I know that 10x Secrets is going to do that for some people and I’m excited. The only reason why we charge and do funnels is because we can get to more people. We can pay for advertizing and that hook gets out to more people, which hopefully grabs people, gets them in, get’s them to commit to themselves and hopefully that will be the one that gets them. It re-engages people, re-ignites people. People who have been on and off, on and off, on and off, hopefully this will be the one for them. Anyway, that’s why. It was kind of cool. It gave me comfort, oh it’s okay for me to do this. I’m doing it for that reason. I want more people to be like, “10x Secrets, that was the one that gave me the clarity that I needed and the permission to do my thing.” Or maybe it’s Ignite Your Funnels, that’s coming out later this year. Or maybe it’s the next thing. Right now Julie Stoien and I working on 10 books, 10 front end books to bridge the gap. We’ve identified 10 submarkets that basically use Clickfunnels, so we’re trying everything in our power to bridge that gap, bridge that gap, bridge that gap. So we’re making 11R’s, training, and success stories, and this is part of our big Project Mother Funnel, but we’re….. Anyway, Julie’s writing 10 different books, one for each segment. You’re in ecommerce, this is how to use Clickfunnels, how to use a funnel. If you’re a business professional, if you’re a freelancer, if you’re an ecom, if you’re a business, whatever it is, if you’re in retail, here’s how to use funnels. It’s bridging the gap. My goal is, all these different offers we’re putting out there, for these segments, I want someone in that segment to get that aha and be like, “Oh, that’s why you use a funnel.” I had one of my buddies literally last night, it’s funny, it’s a friend from not business world, and I always forget that people see me on Facebook, but anyway, he texted me like, “Hey man, do you do stuff for service businesses?” and I’m like, “My whole body of work, anything I’ve ever done for the last decade of my life works for service businesses.” But because it doesn’t specifically say for service businesses, they don’t know it right. They can’t bridge that gap. So I wish the book was done so I could be like, “Yeah, get the book, it’ll tell you exactly how to bridge the gap and then you can go build funnels for your service business.” But we don’t have any yet, so that’s why I keep doing it. In case you’re wondering. Why I keep putting out offers, because I’m trying to hook people, get them to recommit to themselves and hopefully have that one be the one that gives them the aha that makes them move. So I’m curious for you guys, when was it? Which was the thing, the product, the idea, the thing that gave you the aha where you’re like, “That was the thing.” Or have you had it yet, are you still looking for that? Was it a video, a YouTube video, a podcast, a product you bought? There’s a reason why I’m preaching like crazy around the clock to you guys, it’s because I’m hoping and waiting and wishing that each of you guys will get that aha from one of these things. Give you the thing you need to like, “that was the piece. That was the piece I was missing.” So if you wonder why I publish so much, that’s why. I love it, and the feedback. I literally just scroll through the Facebook feed and I’m just liking everything, it just makes me so happy to see all the positive stuff. Anyway, that’s about it. I’m tired and I’m going to go to bed tonight because I’m getting up at 5 tomorrow, because this week’s going to be so much fun. Sleeping becomes a nuisance. Have you guys noticed that? If not, you’re not having enough fun yet. I gotta sleep, but I gotta wake up early so I can start the party. I’m getting up at 5 tomorrow because I got my next episode of the podcast I’m going to be recording, then I’m going to be lifting with Dave and with James. Then the party starts and the week begins. So it’s going to be a lot of fun. Anyway, I appreciate you all, thanks for listening. If you are on YouTube, please click on the like, subscribe, comment, all that kind of stuff. I do actually, every YouTube comment does come to my email, so I do read all those, which is kind of fun. And if you’re listening to the podcast, please go to iTunes, like, comment, and subscribe. If you liked, commented, and subscribed in the past, please do it again because iTunes bumped us for a while, so we’re rebuilding the channel. So we may have missed your comments. So please come comment again. Appreciate you all thanks so much. Talk to you guys soon. Bye.
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Eagle, ID, USA
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5 days, 10 hours