Marketing Secrets - Secret #1: How To Outspend EVERYONE Profitably

Marketing Secrets - Podcast Video (Russell Brunson - FunnelHackerTV)

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YouTube Transcript: English (auto-generated)

00:00
[Music]
00:00
so the big question is this power on
00:04
skewers like I didn’t eat and take on
00:06
venture capital we’re spending money
00:08
from our own pocket how do we market in
00:11
a way the left-half be our products and
00:12
our services and the things we believe
00:14
in out of the world and yet still remain
00:17
profitable that is the question in the
00:20
podcast give you the answers
00:22
my name is Russell Duncan and welcome
00:24
your marketing secret what’s up
00:31
everybody ought to welcome you to today
00:33
the very first day of the official
00:35
marketing secrets podcast
00:37
I am so insanely excited this is
00:40
something I’ve honestly wanted to change
00:42
this for a long time so for those who
00:44
are just tuning in for the first time
00:46
ever last I mean oh now four or five
00:49
years my podcasts on call mark in your
00:52
car which I record while I’m haha in my
00:54
car it’s been really really nice and
00:56
I’ve always kind of liked it had the
00:59
idea was 15 years ago problem about the
01:01
domain may be maybe let me - I don’t
01:03
know and and and then like one and then
01:07
that’s what podcast first came out and
01:09
then I didn’t launch the podcast and a
01:11
few years later I find a good launch
01:12
podcast I was like why oh and I had a
01:14
friend Paul Colligan
01:15
he was like one of the podcast dudes and
01:17
he had this guy write a jingle for me it
01:19
was kind of a cheesy jingle the coolest
01:23
episodes 1 through 100 or so you heard
01:25
it over and over and over again and I
01:27
was launching it sounds like I’m going
01:28
to do it and we’re going to use that one
01:29
because why not I got nothing else so
01:32
that’s how the whole thing began and the
01:35
first hundred episodes had that cheesy
01:36
song and as well as my car driving the
01:38
office every single day and then in that
01:40
time a lot of stuffs happened you know
01:43
we we had this idea for quick funnels we
01:46
launched it and I documented while that
01:47
story behind the scenes which is kind of
01:48
fun and how we basically from zero to a
01:53
million to 10 million to 30 million - I
01:56
know up to now but it’s a lot in fact I
01:58
think I think this year will pass 100
02:01
million dollars collected through quick
02:03
funnels since began two and a half years
02:05
ago which to me is pretty pretty
02:07
exciting for me and for everybody and
02:09
you guys have been have chance to see
02:11
that whole progression and documentation
02:13
of
02:13
that which is cool and then and then
02:16
getting after epsilon 100 everyone gets
02:18
home he what’s the haters of things like
02:20
so but I didn’t have another websites
02:22
really quickly changed it by myself
02:25
which is kind of annoying I changed it
02:26
just to make it better but it’s still
02:27
kind of I don’t really love it so
02:28
absolute like hundreds maybe 250 was
02:30
another one and then time we’re
02:32
launching fun allatra TV which is our
02:34
online reality show which by the way for
02:36
not listening go to final hacker TV you
02:38
can watch all the episodes it’s
02:40
something really proud of anyway so I
02:44
try to match the theme song to that one
02:45
and it kind of was okay but wasn’t as
02:47
good anyway so I’ve had a long time a
02:50
desire to change it even though like
02:52
right now we’re in the top 10 podcast in
02:54
business all the time
02:55
it’s called marking your car but still P
02:56
I people like oh you’re that marketing
02:58
your car or thing your fate like yeah
03:00
but it’s bigger than that it’s awesome
03:02
so anyway a little while ago John Reese
03:04
I saw on Facebook posted you selling
03:06
marketing sneakers calm and I was like
03:08
oh that is it I was like what that is
03:11
the name of the podcast that could I
03:13
can’t rebrand to something stupid if I’m
03:15
going to Brandis like something amazing
03:17
and then when I saw that I was like
03:18
that’s it so we’re able get a domain
03:20
name and now we’re branding it and then
03:22
last week I wrote a pitch for the intro
03:25
and then I loved it and then Stephen and
03:29
then we recorded our sound booths and
03:30
Stephen wardell’s audio editing and then
03:32
had Brandon make some video trailers and
03:34
bumpers for it and now it’s all done and
03:36
it’s really really cool in fact yes I
03:38
heard it today if you’re listening if
03:40
you’re on YouTube also postings on
03:41
YouTube and in fact I’m videotaping this
03:45
right now I’ve actually on my rear view
03:47
mirror hooked my my camera it’s kind of
03:50
like Jimmy rig hooked off there slow
03:53
then I’m gonna have video an audio
03:54
version of each one just because I
03:56
thought it would be
03:58
so that’s what we’re doing but anyway
04:00
it’s turned out really good and I’m
04:01
proud of it now a couple things if you
04:03
listen to the intro you know one thing
04:05
is I kind of made fun of as I often do
04:08
like like people to take on money in
04:11
their business now so I actually want to
04:12
talk about on today secret number one so
04:16
Ivan listenings a lot of gary
04:17
vaynerchuck lately and it’s interesting
04:18
cuz he’s always talking about all these
04:19
businesses and entrepreneurs you’ve
04:20
taken capital what to do what not to do
04:22
and and then last night was funny
04:24
because he actually even said himself
04:25
he’s like I never took on money in my
04:27
businesses I’ve made money and it’s
04:31
pretty yeah I’ve had other people who
04:33
tried to convince me to take on money
04:35
and then as I talked to later they’re
04:36
like oh I would never get my own company
04:38
I’m like exactly so the interesting
04:42
thing is I feel like people to take our
04:45
money or cheating I have a potential
04:49
team if you’re doing a keynote at a big
04:50
famous university later on this year I’m
04:52
sure it hasn’t been finalized and I kind
04:54
of pulled off the details until it is
04:55
but I started the presentation coming
04:58
out so excited in fact if I write a book
05:00
number four which I think I might this
05:03
will be the topic of the book probably
05:04
unless I change it I don’t know this
05:07
week I’m making a book number four uh so
05:08
what’s you’ll have two books right now
05:10
so we’ve got calm secrets was book
05:12
number one that experts secrets which
05:13
launched ended last night
05:15
we are almost fifty thousand books sold
05:17
will probably pass that today which is
05:19
insane
05:20
especially you put it in in perspective
05:22
like New York Times the most you will
05:24
sell about ten thousand copies to get on
05:26
New York Times best-selling let’s
05:27
whistle fifty thousand and we’re not in
05:29
the New York Times less why because
05:30
they’re punks to be completely honest um
05:32
they’re reporting stuffs all jacked up I
05:34
tried to get them list with dot-com
05:36
seekers book and we sold three times
05:38
more we needed to be still McDonald
05:39
lists so their games people like me
05:40
people like to sell books weird New York
05:44
Times best so anyway whatever in
05:46
factually go to Russell Brunson calm the
05:48
first post I kind of talk emitting my
05:50
journey from zero to a million books
05:52
there and and I tell the story about New
05:56
York Times there anyway I digress so
05:59
book number three if I decide try a
06:02
third book
06:03
I think I would go see the trilogy and
06:05
then the series will be done but we have
06:06
Volcom seekers x4 secrets and then I
06:09
recently bought traffic secrets calm
06:11
from genres and that will probably be
06:13
the third book in the trilogy and then
06:15
it’ll be done and then from a supper
06:17
stand point I want to write a book about
06:18
this and I can just be the keynote
06:21
speech I give it this famous University
06:23
if I’m able to and the title is going to
06:25
be stopped cheating
06:26
stop cheating is today how we went from
06:29
zero to 100 million dollars and two and
06:32
jános back with the dates of the Bamm
06:33
across Yemen to two years two hundred
06:37
days and night and hours whatever it is
06:38
three hundred million dollars without
06:40
taking on venture capitalist adventure
06:42
cash because I think that taking our
06:47
cash is cheating they think about this
06:49
if you were in a bodybuilding
06:51
competition and everyone’s competing
06:53
working their butts off and then you
06:54
came in and shot steroids into your arms
06:56
and your veins and your everything and
06:59
you went out there they would disqualify
07:01
you for cheating if you’re in the
07:02
Olympics and everyone was competing as
07:05
athletes are working hard lifting waist
07:07
training and you come in and you’re
07:09
doped up on steroids you can blood
07:10
doping all these other things guess what
07:12
I’m gonna do they’re going to kick you
07:13
out for cheating so that is the
07:15
equivalent of what I feel
07:17
taking venture capitalists okay like
07:20
it’s you’re an entrepreneur you’re out
07:22
there trying to build a company and if
07:25
you go and you just get a bunch of cash
07:27
and guess what you didn’t do
07:28
you didn’t frickin build a company you
07:31
cheated somebody gave you steroids
07:32
that’s not real it’s not it’s not
07:34
legitimate it’s all fake okay and I want
07:37
you guys understand that like it’s a big
07:39
deal like it’s like I have friends who
07:42
play the lotto some some reason here I
07:44
know they have the lottery and I have
07:45
friends who play the lottery right I
07:47
think it’s a cool thing and I you know
07:48
something with a lotto and I’ll be rich
07:49
and famous like you are like you will
07:51
never be rich and famous run oh why
07:53
because if you win the lottery you
07:55
cheated nobody cares that story is not
07:57
interesting like you didn’t earn it you
07:59
didn’t deserve it like just because you
08:00
got it does not mean it’s it’s actually
08:02
yours you cheated and so that’s like
08:05
that’s uh that’s cheating right and so
08:08
same way you don’t win the lotto the
08:10
same way you don’t do steroids the same
08:11
way you don’t do all these kind of
08:12
things is the same way you should be
08:15
taking on venture capital cash
08:17
for your company you should build a
08:18
freaking company you should boost choppy
08:20
shoot the right way and there’s my rant
08:23
for the day and anyone who’s I think
08:25
otherwise is just stupid like in a
08:30
couple of reasons why because number one
08:32
you’re taking out money right so means
08:34
you’re cheating so Andy you actually
08:35
accomplished doesn’t really count that’s
08:37
my opinion
08:38
number two if you decide to take our
08:40
money it’s not real can look at some of
08:42
my competitors one of them took on like
08:43
forty three million bucks and funding
08:45
others take on over one hundred million
08:46
dollars in funding something like that
08:47
if you look at both of those right now
08:49
can if you look at our 43 million like
08:51
the venture capitalist where they want
08:52
their just give you money because I
08:54
think it’s the cool thing to do they
08:55
want their money back
08:56
and a much more we had a bunch of VC try
08:58
to give us money and they all want like
09:00
a 10x returns in like five to eight
09:01
years okay so they you forty three
09:03
million means they want four hundred and
09:04
thirty million dollars back like that’s
09:07
insane
09:08
that is insane like I don’t even know
09:11
what to do and so soon as you then write
09:14
you that check it sitting in your pocket
09:15
and now you have to stress about that
09:17
knowing you owe someone four hundred
09:18
thirty million dollars until you pay
09:21
that back like anyway it’s it’s
09:23
ridiculous it’s the stupidest way ever
09:25
to grow business ok the Reaper always
09:27
comes like in like some day it’s gonna
09:29
catch up to you it always does this
09:30
karma and so if you try and cheat a girl
09:32
company that’s it so that’s why I talked
09:35
about in the intro of this podcast all
09:37
people understanding like we build
09:38
companies smart intelligently that’s the
09:40
whole reason why we have funnels on the
09:42
first venture capitalist who try to give
09:45
us money and they must not listen to
09:46
podcast quite ease them a lot but anyway
09:50
where we’re at we have found five or six
09:52
now they’ve come in and tried to to give
09:54
money for click funnels they’re all with
09:56
all the same thing you guys like unicorn
09:58
we don’t understand it we just want to
10:00
give you a little salami a piece of that
10:01
and and I keep trying to help trend like
10:04
understand like ok so if I give you but
10:08
if you know if you give me fifty million
10:09
bucks we’ll have to give you back and
10:10
they’re like oh well you know you know
10:12
what we’re gonna do this I know you’re
10:13
gonna do it what I think if you back
10:15
because this is this is a debt right New
10:17
York’s given fifteen million bucks to be
10:18
nice like what we expect
10:19
you know 10x our money in the next eight
10:21
to ten years whatever that is like okay
10:23
so I know you five hundred million
10:24
dollars second I cash that check every
10:26
night I’m stressing and thinking about
10:28
how much money I owe you
10:30
no no you that’s not a game I want to
10:31
play anyway so I’m sitting at lunches
10:33
with these guys and they’re trying
10:35
figure things out other questions was
10:36
like how much money does it cost for you
10:39
to acquire customer which is a very good
10:40
question right that’s what they want to
10:41
know if it’s a good question for all of
10:42
us and watch shark tank I was asked oh
10:45
what’s your cost to acquire customer and
10:46
so I kind of smile and as I’m explaining
10:51
so no I’m not going to get it in fact I
10:53
did an episode on marking your car Lago
10:54
called how to confuse the VCS and that’s
10:56
what it’s all about right that’s like
10:58
okay well we were spending out $120 to
11:01
get a free trial and click funnels and
11:02
they’re like oh cool okay that’s number
11:04
we can work with this solvent is
11:06
acceptable whatever like we give you
11:08
your 50 million dollars that you can
11:09
acquire blah customers whatever that is
11:11
right and I was like okay well that’s
11:14
cool nah but like we actually turned off
11:15
those ads like what wide one why did you
11:18
turn it off and and as I okay let me
11:20
explain do you have funnels work right
11:21
which is our world okay me and you
11:23
understand say don’t and I showed I said
11:25
look right now we create front-end
11:28
funnels things that get somebody into
11:30
our world that it dr. Nate’s them into
11:33
the things they need to understand
11:34
actually be able to actually use our
11:36
tool and then we offer them a tool and
11:38
we’re actually profitable acquiring that
11:40
customer upfront so for example the
11:42
expert secrets book launch right so we
11:44
just sold almost 50,000 copies of the
11:45
book in the last 30 days from those
11:47
50,000 copies we ended up under exact
11:51
numbers was like 1.4 almost 1.5 million
11:53
dollars collected cash into our pocket
11:56
to get 50,000 new buyers and like 120
11:59
thousand opt-ins okay so I got all those
12:03
leads we got cash into our pocket now
12:06
this week we’re doing training stuff to
12:08
introduce them into click funnels so
12:10
he’s fifty thousand new buyers like oh
12:11
here’s this thing called click funnels
12:12
but I already got 1.5 million dollars in
12:15
cash to collect those customers get in
12:17
pay 1.5 million to get them if I was
12:20
going to spend 50,000 try to acquire
12:22
50,000 customers it at let’s just say 10
12:27
bucks apiece that right yeah five I did
12:29
cost me half a million dollars but
12:31
instead we got paid one and a half
12:33
million dollars to collect those
12:34
customers now we have them that’s just
12:37
the customers that’s not counting the
12:38
options like hundred twenty thousand new
12:39
opt-ins came in so those are not people
12:42
it we can also sell the clip phones
12:44
because they didn’t buy the book doesn’t
12:44
mean they not going to buy clickfunnels
12:46
or other products or services right so
12:48
we got paid up front now try explaining
12:49
so look the way it works in our
12:51
businesses we have these from front and
12:52
offers so it comes through and they buy
12:54
this thing and we’re profitable so that
12:57
we cost us 10 to 12 dollars to acquire a
12:59
book customer but on average we make I
13:01
think I think the average cart value
13:03
before affiliates when crazing jack of
13:04
our average cart value but when it was
13:07
like it was stable we average about
13:09
thirty four dollars per book so twelve
13:11
dollars in thirty four out so we were
13:14
making twenty two dollars cash on every
13:16
single customer that we brought into our
13:19
world that cash went to our pocket now
13:20
we had customer energy two quick funnels
13:22
and and I explained that to him four or
13:24
five times the guys like I don’t get it
13:25
he’s like how so
13:26
and after four or five times I think
13:29
like the light bulb burn off instead he
13:31
said if that’s true if that really
13:34
happens he said that would that would
13:36
change business today as we know it and
13:39
I kind of smile I said I know that’s
13:40
what we’re doing that’s what we’re
13:41
talking about that’s why we’re a unicorn
13:43
not because I’m smarter than anybody
13:44
else because I understand front-end
13:46
funnels you read the first talk on
13:48
secrets book that’s all I talked about
13:49
the person who can spend the most money
13:51
to acquire a customer wins done that’s
13:54
it I can spend more money than leadpages
13:56
to acquire customer I can spend more
13:58
made and Infusionsoft I can spend more
13:59
money than all of my competitors could
14:01
job you like you get anybody you may
14:04
look at as a competitor I cannot spend
14:06
every single one of them every one of
14:08
them there’s not one person on my market
14:09
they can’t spend me and that’s why we’re
14:11
destroying your brain right now do you
14:12
understand that like that is the key so
14:14
understanding front-end funnels is it’s
14:17
the key to mastering this so read the
14:19
dot-com secrets book it’ll help you
14:20
understand this whole concept that
14:22
whoever can spend the most money to
14:24
acquire a customer wins if you know that
14:26
then you got know a couple things okay
14:27
well how does the funnel work how does
14:29
the value ladder work how do all these
14:30
pieces tie in together okay after Stan
14:33
those pieces right okay cool
14:34
so I have a front in front of the brings
14:36
in customers profitably then I’ve got a
14:37
value adder that sends them up through
14:39
the different things I’m trying to do
14:40
ultimately to whatever my main goal is
14:42
after I have ascended people up to my
14:44
main goal then the second book which is
14:46
almost I think a prequel but the expert
14:48
seekers book is now how do you
14:49
communicate with that audience okay how
14:51
do you tell stories how do you sell how
14:53
do you convert how do you do all those
14:54
pieces that makes
14:55
all these pages in the front will
14:56
actually work because there’s a whole
14:57
bunch of people with crappy photos out
14:59
there that aren’t profitable okay there
15:01
are so many people who write kind of
15:03
understanding our world a little bit
15:04
seeing some these companies trying
15:05
things out and they’re putting up opt-in
15:07
funnels and things Oh some are so
15:09
painful I saw one from one of our
15:11
confusing competitors and it was like
15:13
download our free white paper about bla
15:16
bla bla bla and then the opt-in form had
15:18
like 30 field I’m just like you guys are
15:20
so stupid nobody wants a white paper
15:22
that’s not sexy guess what sexy free
15:25
book free script but like like you’ve
15:27
got to find something and crank up the
15:29
sexy on it if you want people to give
15:31
you money for it like it’s not
15:33
that’s experts secrets about how you
15:34
position yourself in the right way how
15:36
do you make things desirable how you
15:37
create desire and belief in somebody’s
15:40
mind like those are all the pieces you
15:41
have to understand and so it’s funny
15:43
well while they call clickfunnels a
15:45
unicorn
15:47
it’s nothing magic you guys so stuff we
15:50
talk about in the books okay and you
15:52
have the books they’re they’re calm
15:54
stickers expert seekers like that’s the
15:56
stuff even listening this podcast over
15:58
the last couple of years or if you’ve
16:00
got an adjusted a that’s fine go back
16:02
and listen like all these things are
16:03
foundational principles we’re tying in
16:05
there but it’s all stuff you can do okay
16:07
so if I can say anything else it’s this
16:10
don’t cheat you don’t need a cheat okay
16:14
you could be successful without taking
16:17
on venture capitalist I think on money
16:18
not taking on funding without needing
16:19
any of that crap you don’t need to have
16:21
$100,000 to start a company all you have
16:24
to have is a brain between your ears the
16:26
ability to read two books read them both
16:28
and understand some core principles and
16:30
create a good offer that’s it it’s
16:33
really screw not that hard I don’t know
16:35
what else I can do I’ve been trying for
16:37
years to make this simpler and simpler
16:39
and simpler between the dot-com stickers
16:41
and extra stickers book it’s simple and
16:42
I don’t you understand that and and
16:46
hopefully this gives you guys some ideas
16:47
and tools to be able to use all right so
16:49
with that setup at the office now this
16:51
podcasts probably longer normally
16:52
usually at about five to ten minutes
16:54
long I’ve known a long is on this one
16:55
but the the plan moving forward with
16:59
marketing seekers podcast is this is
17:02
each day I’m going to give you guys a
17:03
secret like one marketing stick that you
17:05
can use
17:06
and if you understand that all it always
17:08
down upon the same foundation we start
17:10
with episode number one here the
17:11
foundation is simple whoever can spend
17:14
the most money to acquire customer wins
17:16
that is how you beat your competitors
17:18
that is how you beat the venture
17:21
capitalist that’s you can grow your
17:23
companies like that’s the foundation of
17:25
everything we understand that becomes
17:26
easy and yeah you can go out there and
17:28
you can do social medium build a big
17:30
following all those things organically
17:32
but it takes takes time takes effort as
17:34
a stamina it takes takes a lot of those
17:36
kind of things it’s been funky I haven’t
17:38
get on very Gary Vaynerchuk very very
17:41
gainer track Gary Vaynerchuk recently I
17:43
really enjoy him I like him a lot
17:45
he’s got some really really good things
17:46
I think that what he does in his
17:48
business is it’s probably better than
17:51
what he says like I didn’t keep the
17:53
right ideas the best in the world
17:54
a bike conversation domination house
17:56
dominate all different platforms and be
17:58
relevant all my love watching the
18:00
setting and doing that and we’re
18:01
modeling a lot of that from him but you
18:04
know he’s got this one in one of his
18:06
books his uh was a Jab Jab Jab right
18:08
hook and it’s all about like you napping
18:10
jabbing jabbing and then eventually
18:12
you’re going to do a big right hook and
18:13
and I kind of agree with that like I
18:17
agree putting out content putting out
18:18
like I’m doing those things as well but
18:20
the same time like for that to really
18:24
work you’ve got to be you’ve got to be
18:26
really really I mean really good it
18:28
takes a long time and consistent effort
18:29
over and over and over again you know
18:31
and for a lot of us that’s hard to do
18:34
and someone asked about that it’s the
18:36
Russell your philosophy so different in
18:38
Gary’s and he’s talking about Jab Jab
18:39
Jab right hook and and I said well you
18:41
know I the differences that I I’m a
18:43
wrestler if you ever seen a wrestler in
18:46
a boxer in a fight I’ve never seen a
18:48
boxer win ever
18:50
the boxers always lose to the wrestlers
18:52
and the Jitsu guys a Mike in wrestling
18:54
jujitsu what do we do different we look
18:56
at the guy instead of like jabbing
18:57
jabbing GI wait for the husband right
18:58
hooking we look at him we look for
19:00
vulnerability and boom we power double
19:02
take him down and we choke him out again
19:04
much rather have power double taking
19:06
down choke him out and Jab Jab Jab right
19:08
hook okay now there’s times to jab and
19:10
things like I go seas are good really
19:12
understand like like
19:15
the this concept of winning and scaling
19:18
and growth quickly is about the console
19:23
dimension like contends whoever can
19:25
spend the most money to acquire customer
19:26
wins and how do you do that you don’t do
19:28
that by jabbing forever like for a lot
19:31
of guys you can try to build a Instagram
19:33
following of you know hundred thousand
19:35
people asking to take time and energy
19:36
and money in fact my Instagram account
19:40
got shut down this morning so they’d
19:42
have to do I work you can disappear
19:43
anyway which is insane and so it comes
19:45
down to focusing on creating a really
19:48
good funnel you can drive paid money
19:50
into to acquire customer for free or
19:52
profitably or at least break even and
19:54
then send them up the value adder that’s
19:56
the that’s the game you guys that’s a
19:58
gamer playing so that said I’m in the
19:59
office and go get to work
20:00
hope you guys to join enjoyed marketing
20:02
stickers number one if you like this
20:03
podcast please go raid on iTunes please
20:05
tell your friends family members
20:06
everyone you know share it and
20:08
appreciate you guys and we’ll talk to
20:10
you tomorrow bye everybody
20:12
would you like to see behind the scenes
20:14
of what we’re actually doing each day to
20:16
go our company get those and go
20:18
subscribe to our free behind-the-scenes
20:20
reality TV show at

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