316 - The Strategy That Made Each Of Our Leads Worth 15X

MarketingInYourCar - Podcast Video (Russell Brunson - FunnelHackerTV)

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YouTube Transcript: English (auto-generated)

00:00
[Music]
00:01
welcome to marketing your car the
00:04
podcast for funnel hackers everywhere
00:05
you’re now part of a small group of
00:07
underground entrepreneurs who are trying
00:09
to change the world through the products
00:10
and services that we believe in but
00:12
because we don’t rely on venture
00:13
capitalists we don’t have financial
00:15
safety net so we have to do things
00:16
differently we have to do things smarter
00:18
we do that through an art and a science
00:20
we call funnel hacking so this podcast
00:23
will give you a glimpse at the daily
00:24
life of a funnel hacker so let’s get
00:26
started what’s up everybody this is
00:32
Russell I’m out taking the garbage out
00:36
Sunday night and you for my little
00:39
chilly but look it out there’s just
00:41
really cool ski hill called bogus basin
00:42
here in Idaho and my house is that and
00:45
I’m taking garbage I can go out there I
00:47
can see the mountain and mountains all
00:49
dark then like with the ski hill is it’s
00:50
all lit up and looks insanely cool so
00:53
kind of fun right now but a quick
00:56
message for you guys because I just want
01:00
to make sure it was paying attention
01:02
because I feel like sometimes you can
01:08
like show people gold like they hate
01:11
here’s gold if you want them and like
01:13
the smart people see that my call sweet
01:15
and then take it and a lot of people
01:17
gonna say that’s not real gold dude I
01:20
didn’t want gold I wanted to platinum
01:22
alright I came for diamonds why are you
01:24
trying to give me go quick dude there’s
01:26
gold like you can sell it and buy the
01:28
platinum for diamonds make anyone so can
01:32
we explain this mode of course so ba
01:34
knocking live last week in st. right
01:36
those you there you know you experienced
01:38
it it was just amazing and we’re
01:41
starting planning next year’s and I
01:42
think I finally figure out a way took me
01:45
three days but i think i figure i was
01:46
making better than last time which i’m
01:47
not sure yet but I’m excited to try so
01:50
that’s going to be the time i got a year
01:51
two planets that’s gonna be sweet but it
01:55
was it was an awesome vent and of the
01:57
three days day one was played my
02:00
favorite day because i think what i
02:02
gotta share got me most excited like I
02:05
shared the first section of the book
02:06
which is like how to build a mass
02:07
movement went into all the strategy and
02:10
then the tactics behind how to do that
02:12
I wanted to break those out because
02:14
there’s two different things strategy
02:15
and tactics then had a chance when the
02:17
story talked about Tiffany bridge story
02:19
I showed the strategy and then the
02:21
tactics mind that and then Brandon
02:24
Kailyn spoke first day Jim Edwards spoke
02:27
the first day like this it was awesome
02:29
all days were good first day was like I
02:31
was most excited out when i caught this
02:33
first day right so anyway so that was
02:38
that was good I thought it was you there
02:40
like it was good right pretty pretty
02:42
amazing and face like a year morning
02:47
year but like deep year my saw like what
02:49
I’ve been trying to cue a really show
02:52
and teach and coach everybody city and
02:54
what the new books can be really going
02:55
deep into so it was also big process for
02:58
the executors book which is coming out
02:59
April eighteenth um so anyway yeah so
03:04
most people were there and they they got
03:06
that me went and ran away with it but
03:08
then my buddy so so uh when my friends
03:11
showed me in a day some posts that one
03:15
of the guys was de vent posted in his
03:17
private member’s area now I know who’s
03:18
guy is I’m watching for a while he’s
03:19
doing some cool things but his
03:21
businesses that big yet he was kind of
03:24
anyways one of anyway I’ll make fun of
03:27
them publicly I might later but we’ll
03:30
stop for now so it was one of the
03:32
members rupee was posted he said they
03:34
want a funnel hockey why I was stupid it
03:36
was now a single tactic was taught
03:38
lovable I can’t drop like 56 f bombs in
03:41
this thing and I was just like so like
03:43
I’m glad to see the events I would have
03:45
liked call the view on the stage and
03:45
embarrassment for everybody which were
03:47
been amazing i kinda wish i had that now
03:48
but instead i thought like two days ago
03:51
so i was like what like day one and
03:55
splicing is day two he came up to me
03:57
afterwards was like i’m joining your
03:58
circle minutes changed my line did the
04:00
whole thing so like by you know by the
04:01
afternoon day two he had a change of
04:03
heart but after day one he was
04:05
frustrated apparently excited to eat
04:07
enough tactics so a couple of things
04:10
first off what you must understand is
04:13
that tactics are good tactics are like
04:16
the tricks used to do things but tactics
04:19
in tho themself are not that powerful in
04:22
fact i think and that’s funny I
04:26
ajai bruh ham and rich chef burning the
04:27
guys I didn’t cease to talk about this
04:29
and talk about how how strategies were
04:31
important tactic I used to think that
04:33
they were not smart because I might know
04:35
like the tactics these tricks these two
04:37
like these things are the secret right
04:38
and as I’ve gotten older my old age and
04:41
I’ve shifted from being stuck at you
04:44
know 23 million dollars a year to you
04:46
know shifting to 30 million dollars a
04:48
year and beyond and hopefully show hit
04:49
80 90 million Mike mass growth bigger
04:54
than anyone that i know of in our
04:55
industry you know this is the big
04:58
differentiate differentiation step the
05:00
right word it took me from two or three
05:02
million dollars a year to ten times that
05:04
it wasn’t like the next tactic it was
05:07
the strategies I understand the strategy
05:09
behind it and sew them on stage teaching
05:12
how to build a mass movement like I’m
05:14
talking about the strategy of like this
05:16
is how you build a mass movement that’s
05:18
how you get people to follow you so I
05:19
went from three million dollars to two
05:22
years later 30 million dollars in a year
05:24
like the difference was not a magic
05:26
tactic my show taxes i showed the
05:28
different tactics but was the core
05:29
strategy like noonish on the strategy
05:31
there’s a lot of taxation inside of it
05:33
but understanding strategy is to keep
05:34
and so will show the strategy to
05:36
everybody and I’m just hoping you guys
05:39
weren’t like this dude and you weren’t
05:40
looking at that gold me like Abba I came
05:42
here for diamonds like do you kidding me
05:44
like take the gold that i gave you can
05:46
go sell it and buy some diamonds if
05:48
that’s what you really want right don’t
05:50
miss out on the lesson because you came
05:52
thinking you were looking for something
05:53
else like if there’s someone showing you
05:56
something don’t be like because I was
05:58
the same way so I’m throwing myself as
06:00
being guilty with this to like when I
06:02
first talked to Shepherd in Abraham and
06:04
those guys who were you know we’re way
06:07
ahead of me strategically thinking I
06:08
used to make fun of them thinking they
06:09
were dumb and like just like this guy
06:10
was doing for me and it’s like no like I
06:12
understood it and I respect it and
06:14
understood like I gotta figure out this
06:15
strategy the tactics are always there
06:18
the tactics will spit inside of any
06:19
strategy but like the strategy is the
06:21
key that’s what what expand your growth
06:23
and then come on now Tiffany bridge
06:26
stories heroes tutoring it’s all
06:27
tactical come on now anyway so I’ll see
06:30
you that there but what I want to talk
06:32
about as I was kind of thinking through
06:34
this is on a kind of tie in the tactic
06:37
of the strategy and also kind of stuff
06:39
right
06:40
like when I got and I got started
06:43
whenever it was 12 14 x 14 years ago
06:46
whenever my first mentors mark joiner he
06:50
always told me that can you gotta build
06:51
the list you gotta build list which is a
06:52
strategy right and I ok and at the time
06:55
they’re holding some strategies people
06:56
were chasing there was absent stuff
06:58
there was google adwords there was
07:00
arbitrage they’re all these different
07:02
ways to make money and mark was my first
07:05
mentor and luckily i listened to them
07:07
despite the shiny objects flying around
07:10
me like crazy and so I stuck to building
07:13
list building list building list like he
07:14
told me to so and I did that it was
07:16
funny on couple years later Michaelson
07:18
came out with a status he he got
07:21
according this originally after a lot of
07:22
people say since the first time I heard
07:23
from Mike he said you should average one
07:26
dollar per month per name on an email
07:27
list that’s a okay that’s kind of a cool
07:30
metric I sure looking back in hey what I
07:32
was doing and and it was interesting how
07:36
close my business that point hadn’t
07:38
followed that like I had a thousand
07:41
people my list I was making about a
07:42
thousand dollars a month my 10,000
07:43
listening ten grand a month when I had
07:45
one hundred thousand dollars i was
07:46
making a hundred grand a month and it
07:48
was kind of eerie eerie so there were
07:50
eerie how close that number state and so
07:54
for me I started focusing okay
07:56
strategies building a list like what
07:57
tactics to build with my cat folks he
07:59
owned tactic a ketaki could build a list
08:01
and I lets kept growing and my income
08:03
would grow with him but I didn’t have
08:05
like like the huge huge shift right and
08:13
we started shifting I was home if I was
08:16
at last week him i told you interest or
08:18
not dean graziosi to this big book
08:21
launch me by the top 10 or 15 affiliates
08:23
to his office so I flew down on Thursday
08:25
and hung out with like emblem it was
08:29
like it was amazing it was amazing group
08:31
and Mike anyway I could go on for days
08:33
for all this in people what I when I got
08:35
some just amazing stuff that i will show
08:37
you guys the next few months or we if
08:39
you watch it you’ll see some stuff I
08:41
learned from that group but but was
08:44
interesting is when I got there to talk
08:48
they want me talk like 30 minutes on
08:50
where I thought was the biggest most
08:52
impactful thing
08:53
last 12 months and what did I share them
08:55
I shared was building a culture I talked
08:58
about three things singing I talk about
08:59
first session of our group talked about
09:01
charismatic leader future based cause
09:04
and then new opportunity which for like
09:06
is the key like that’s that’s the core
09:09
strategy and was interesting is I wasn’t
09:11
planning on talking from I go up on
09:12
stage I’m have you done the swinging on
09:14
stages things pop in your head sometimes
09:16
so I’m from the group when I first name
09:17
popped my head was send out cards event
09:19
I went to like I don’t know seven or
09:21
eight nine years ago and we were going
09:24
to savent all excited to learn network
09:25
marketing and like see how you guys do
09:27
everything and and and I was confused my
09:31
country fun is like nobody taught
09:33
anything I really the first day they
09:35
gave awards tyco almost everyone in the
09:37
groove then they had 21 cars Nate
09:39
recognition and they told stories and
09:41
like people crying about sending cards
09:42
change their lives like it was so
09:44
confusing to me and in bracht words
09:46
sitting there talking to David Frye you
09:48
probably remember this but it was huge
09:50
impact on me he uh I was like dude like
09:52
nobody taught anything and he said he
09:54
said um he’s like you know the craziest
09:56
things Russell like what he’s like their
09:59
software company like that’s it there’s
10:02
software company but what have they done
10:03
different like what was the strategy
10:05
cases the tactics how to build a
10:07
software company what was the strategy
10:08
he said I was kind of like me what’s a
10:11
strategy right and and we start talking
10:14
he said he’s like this is like their
10:16
software company but look what they
10:17
built around it’s a movement there’s
10:19
people this is like this is like a way
10:22
of life for people now and and anything
10:27
like send out cards like I love the guys
10:28
on that like it’s a cool company like
10:30
their software’s not that good there are
10:31
thousands of better card editors out
10:33
there but they built a movement of
10:35
people that’s why that company did so
10:37
well right and so I was watching click
10:38
funds like that kept ringing through my
10:40
head from David Frye like they’re just a
10:42
software company i’m like i’m building a
10:43
software company cycling on like what’s
10:45
the tech isn’t go the software coming
10:47
saying no step back what what is what’s
10:50
the strategy like how did these guys do
10:52
it they didn’t say let’s build a
10:53
software company how do we you know like
10:55
that wasn’t what they were doing they
10:56
were building they were looking at the
10:59
strategy of it and so as we want to
11:00
click funnels like I knew like we’re
11:02
going to compete against Infusionsoft
11:04
and leadpages and all these
11:06
happy software products I’m like I don’t
11:07
want this to become a battle of who’s
11:09
got what feature like I want to build a
11:12
movement like I want people I want to
11:14
build the best software in the world and
11:16
luckily about the partners that are able
11:18
to do that which is insanely cool but
11:20
the univ our software sucks like I still
11:21
got out market everybody else because I
11:23
want them to follow us because we’re a
11:25
movement not because we’re software
11:27
company if you want if you were at some
11:28
hacking lyin Ryan Montgomery our CTO he
11:32
got there he said hey guys we’re not a
11:34
technology company we’re on marketing
11:36
company we’re building technology you
11:39
know the technology behind it to make us
11:40
be on the market which then gives you
11:42
guys ability to market like and that was
11:44
that’s a big differentiate that’s why
11:45
you know we’re chasing these SAS
11:47
companies who were fighting us on
11:49
features and were thrashing because
11:50
we’re building a movement and that’s the
11:52
strategy and fresher looking at that and
11:54
I’ve looked at our numbers over the last
11:56
two years and it’s funny is you know for
11:59
eight years of my business our metrics
12:02
were one dollar per name on her Illinois
12:04
her name per month on our list Alec our
12:06
numbers now and it is natural quick in
12:11
my head but we are closer to Polly 14 or
12:18
15 five or ten to fifteen dollars per
12:21
name per month on our email list so we
12:23
50 next it same people same list
12:26
building tactics to get people in but
12:28
the strategy shifted will happen
12:29
restrict to the strategy 15 eggs so one
12:32
dollar per name per month or email us
12:34
make fifteen dollars per man per month
12:36
or email just by shifting the strategy
12:38
which the strategy was telling all the
12:40
movement we’re not a software company
12:41
we’re building a movement right I wanted
12:44
people coming in to click funnels like
12:46
they can to send out cards on stage
12:47
crying because it sent a card and it
12:49
changed his life I don’t want them
12:50
coming talk about much money than made
12:52
right like that’s the difference and so
12:55
anyway I just want to show it because I
12:57
know sometimes we get caught up in like
13:00
what’s the new tactic you know some of
13:03
my close friends running the event this
13:04
weekend coming up and the difference
13:06
like you go to that event what do they
13:07
do there’s always people in space
13:09
sharing little tactics and some people
13:11
love that but that’s not what wins Wars
13:14
tactics are like tactic sure of the guns
13:18
the shotgun in the right foods that you
13:19
go you’re out there
13:20
you got a bad strategy you’re going to
13:22
lose and so sig step back look at the
13:24
strategy to understand that hopefully
13:26
this helps you understand different
13:27
tactics and strategies and how the
13:29
strategy or the tactics are could be
13:31
switches strategy and get a correct 15x
13:33
girls going 3 million 30 million in 20
13:35
and 24 months and what’s the difference
13:37
is not changing my tactics of tactics
13:39
we’re all the same it was a strategy
13:41
behind it and I hope that you guys get
13:44
that so that’s that my fingers freezing
13:46
should work gloves out here I’m going
13:48
back inside if appreciate you all
13:50
tomorrow and go finish Friday assessment
13:53
hold a recording the audio book version
13:54
of the expert secrets book and tomorrow
13:57
man searched last third so I drive out
13:59
that about a message on shaky as Boston
14:01
say that for tomorrow these already have
14:03
a great night and we’ll talk to your
14:05
food thanks so much for listening we
14:09
hope you enjoyed the behind-the-scenes
14:10
look at our funnel hacking projects you
14:12
can also watch the funnel hacker online
14:14
reality show and watch its bills and
14:16
launch funnels live at WWF NL hacker TV
14:20
if you’d like to come hang out with your
14:21
fellow funnel hackers come join our
14:23
facebook group at ww project click
14:25
funnels com oh yeah and don’t forget you
14:28
can get a free mp3 player with first 257
14:31
episode pre-loaded at marketing in your
14:33
car calm join us next time and remember
14:35
you’re just one funnel away from your
14:37
dreams
14:41
you

The Marketing Secrets Blackbook - "99 Marketing Secrets That Will Change Your Business… And Change Your Life!"

:arrow_right: Get Your FREE Digital Copy Of The ‘Marketing Secrets Blackbook’ Now!

How We Took ClickFunnels From ZERO To Over $100,000,000 In Sales In Just 3 Short Years.

Get The First 257 Episodes Of Marketing In Your Car For FREE On This Pre-Loaded MP3 Player…

:arrow_right: YES! I Want The FREE Pre-Loaded MP3 Player

Hurry, these are almost sold out.

Want 6 Months of ClickFunnels™ Full Suite for FREE?! (Massive Discount)

:arrow_right: Get Full Unrestricted Access to the Funnel Hacks System

Includes: 6 Week Master Class, Traffic Hacks, Inception Secrets & Email Sequences.