YouTube ClickFunnels™ - Bonus - Video (Russell Brunson - FunnelHackerTV)
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YouTube Transcript: English (auto-generated)
00:00
(modern music plays)
00:03
- Hey, what’s up!
00:04
- [Cameraman] (laughs) What’s up.
00:06
- Here’s what’s happening.
00:07
We’re going inside to get cleaned up,
00:08
and then we’re heading over to the cigar bar,
00:09
then we’re coming back, waking up at 6:30,
00:11
jumping in a plane, going to Joel’s,
00:13
and then doing the podcast thing there,
00:15
then jump back in a plane, and going back to your house
00:15
and then our house
00:18
in 24 hours.
00:20
The goal’s to get everybody here to promote
00:21
“Traffic Secrets” book, hopefully.
00:23
So we got a couple copies right here–John’s got.
00:24
- [Cameraman] Perfect.
00:25
- Whoa.
00:25
- [Cameraman] Perfect.
00:27
- (stammers and laughs)
00:29
- [Cameraman] I want it.
00:30
(upbeat horn music)
00:37
- [Cameraman] So is there video evidence of this…
00:40
- Of Russell throwing me down and breaking my neck?
00:44
I don’t have it, no.
00:45
And no one will ever see it.
00:46
- Came to Florida to hang out with Schefren a couple times,
00:48
but we filmed the infomercial here.
00:49
- [Cameraman] Really? - Yeah!
00:50
- [Cameraman] What was it?
00:52
- You haven’t seen the infomercial?
00:53
- [Cameraman] Which one?
00:53
- It’s real bad.
00:54
The only infomercial I ever did.
00:55
It was horrible.
00:57
- [Announcer] Have you ever dreamed of working from home
00:58
but didn’t know how to get started?
01:00
Are you finally ready to be truly taught for the first time
01:03
in your life by a true internet millionaire?
01:07
If you’ve answered yes to any of these questions,
01:10
the next few minutes can literally change your life!
01:15
- Oh you didn’t see it?
01:15
Yeah, nobody did.
01:16
(laughter)
01:18
There was Schefren.
01:19
He’s one of the OGs in our space
01:20
back when I was first learning this game.
01:22
He recently sold his company to Agora.
01:25
Now him and Agora are working together on a big project
01:27
where they’re doing internet marketing newsletters.
01:29
It’s kinda cool.
01:30
And hopefully we can talk about click phones
01:32
on the newsletters.
01:34
- What are the three surprises that stood out
01:36
of all the surprises as far as
01:39
things that you just never knew you were gonna ha–
01:41
was gonna be on your plate?
01:43
Are there things like that?
01:44
- I think the biggest one–it was actually–
01:45
do you remember when we spoke in London?
01:47
A year into ClickFunnels.
01:49
I don’t know if you remember this, but we were flying
01:50
over the ocean, and you know, you have no cell phone access.
01:53
We were flying, and we land in London.
01:54
My wife, my kids are all with me,
01:56
and I get my phone hooked back up to the internet,
01:58
and I have hundreds, maybe thousands, of messages
02:00
coming in from people who loved me when I left
02:03
and were death-threating, wanting to kill me afterwards,
02:05
and I’m like, “What’s happening?”
02:07
and I messaged Todd, who’s my co-founder, and he’s like,
02:08
"ClickFunnels is down, and we can’t figure out
02:10
“what’s happening,” and I was just like, “Oh my gosh.”
02:14
This is a year into it, and I remember he said something
02:16
on the phone: he said, "If we’re able to get
02:17
“the software back up,” and all I heard was the word “if,”
02:19
and I was like, "I’m supposed to be speaking tomorrow
02:22
“at an event talking about–”
02:23
I’m just freaking out.
02:24
And I remember going to the hotel that night with my wife
02:26
and my kids; everyone’s tired, and I kinda put 'em
02:28
in another room, and I was like–
02:29
This is my first time at leadership where I was just like,
02:32
"I don’t know what to do.
02:33
"Do I hide?
02:34
"Do I come out and say something?
02:36
What do I do?"
02:37
And I decided I’m just gonna do a Facebook Live
02:39
to our community, and I’m not gonna be
02:41
trying to hide behind it.
02:42
I’m gonna show 'em how pissed I am and how ups–
02:44
how it’s just not okay.
02:45
And we did a Facebook Live from the hotel room,
02:48
and I just, again, came out and was just like,
02:50
"This was unacceptable.
02:52
It’s not okay what’s happening.
02:54
I’m upset, you should be upset.
02:55
I get it. I apologize.
02:57
We’re trying to figure this out.
02:58
We end up being now about eight hours
03:00
before we got things back up, and I assumed that
03:01
that was the end of the business, people were gonna
03:02
walk away.
03:03
And every morning I get an email with the sales numbers and
03:07
cancellations to kinda see what’s happening,
03:08
and there was literally no dip in cancellations
03:10
during that time.
03:11
And I was like, “Oh my gosh.”
03:13
I realized that people and your customers are on your side
03:16
as long as you’re not trying to hide stuff from them, right?
03:18
The more you come out and like, "This is what’s happening,
03:19
“This is why it’s happening,” I think that was one of
03:21
the big lessons early on that I was just like–
03:24
- [Interviewer] There’s more than two things
03:26
I greatly admire about you, but these two things I question.
03:30
I wonder how you do it.
03:32
The one thing is, I think you have this magical gift
03:33
to simplify.
03:35
Like if I would’ve wrote “Dot Com Secrets,” it would’ve been
03:37
double the length.
03:38
(laughter)
03:39
and I think you’ve done that in all your presentations too.
03:41
You just have this way of simplifying stuff.
03:42
And then the other thing was is that I also think–
03:45
and you know this story–but you just have mastery of
03:48
creating an offer.
03:50
Best strategy and simplification or offer creation.
03:54
- Okay, I’ll start with the first question,
03:56
'cause it actually plays back in.
03:58
It is like literally simplification of our sales process.
04:01
Because I’m the creative who likes to create funnels
04:04
which is a pro and a con.
04:06
We have really good funnels; the con is like, we’ve got
04:08
too many funnels.
04:09
And I remember last year, John, who runs our traffic
04:12
sitting here right in front of us, asked him, I was like:
04:13
"In a perfect world, how many funnels per year
04:16
"would you like from me?
04:17
“I can pump out one a week, one a day; let me know.”
04:20
And he looked at me and he’s like, “Two,”
04:22
and I’m like, "Two? A week?
04:23
“Like how often?” and he’s like,
04:24
“No, two this year would be all that we need.”
04:27
And I’m like, “Wait, what?”
04:28
(stammers)
04:30
and it broke me; I’m like, “What do you mean?”
04:31
He’s like, "We can’t optimize all the traffic
04:33
“to 40 different funnels.”
04:34
He’s like, "If you give us two and then you focus–
04:36
"instead of making 40 funnels,
04:38
make 400 adds for each funnel."
04:40
He’s like, "That’ll grow ClickFunnels faster
04:41
than anything else."
04:43
And so for me it was like coming back and looking at our
04:44
palette of offers and stuff and be like,
04:46
“I gotta kill some babies,” because it’s too complex
04:48
for the company, and then my mind shares
04:51
in all these different things, and so we’re literally
04:53
coming and shutting things off to “here’s the focal point,”
04:55
and then my job, instead of making new funnels is:
04:57
“What’s the creative we can make and just put people in.”
05:00
But I think it depends a lot on the business,
05:02
but I think traditionally–it’s funny 'cause we talk a lot
05:05
about a value add, like having a book for release
05:07
to webinar to high ticket–but typically
05:09
in the middle is the best place to start 'cause
05:11
it’s easier to make profit on adds.
05:13
If you’re selling a $1,000 product, it’s way easier than
05:15
if you had a “free plus shipping” product
05:16
when you gotta have this funnel to optimize like crazy
05:18
to get it to break even so you can sell the next thing.
05:21
So I think it’s figuring out what’s the thing that’s gonna
05:23
be the most money up front and focusing on that first.
05:26
- That helps you scale better because
05:27
you’re bringing in money.
05:29
Before you leave though, let’s catch up for two minutes.
05:32
- [Russell] It’s interesting 'cause when we all got started
05:34
back in the day, it was really hard.
05:36
There was no–I don’t even remember how we drove traffic
05:38
back in the day.
05:39
There wasn’t Facebook or Instagram.
05:41
And then some of these tools came out and became easier.
05:44
In fact, I just finished my third book called
05:45
“Traffic Secrets” and one of the first chapters is called
05:49
“There’s a Storm Coming,” and I think that the internet
05:52
has been really easy for the last decade, and I think
05:54
it’s gonna get harder.
05:56
We saw, 10-15 years ago, Google with the Google slaps
05:59
and all the things that happened, I think the same things
06:00
are happening on social–I’m seeing some people losing
06:03
their Facebook accounts and things like that.
06:04
So I think it’s definitely getting–a storm’s coming,
06:06
and it’s really the people who understand the fundamentals
06:10
of business are the ones who are gonna stick past it.
06:13
People that know how to run a Facebook ad and sell offer,
06:15
that’s the easy stuff, and that’s in the season we’re in
06:18
right now, but winter’s coming, storms are coming,
06:20
things are changing, and the people who actually
06:22
understand fundamentals are gonna be the ones that
06:24
survive it and thrive throughout it.
06:26
I think there’s gonna be a lot of people who are gonna
06:27
get caught and not understand the strategies
06:29
if they’re not preparing themselves now.
06:51
That’s a good question.
06:52
I think for me, a lot of where–
06:55
I tell people all the time that the best way to see
06:57
what’s actually working is to try to feel the pulse
07:00
of the market like what’s actually happening.
07:01
So for me, for example, I go into Facebook and Instagram
07:04
and I unsubscribed from all of my friends; I subscribe to
07:07
people who I think are doing well, and then I start
07:09
watching what they’re doing.
07:10
I’m not watching what they’re saying, I’m watching
07:11
what they’re doing, what are they posting.
07:13
And then from the things they’re posting,
07:14
what’s getting comments, what’s getting shares,
07:15
what’s not, what’s happening.
07:17
And then I’ll go through the funnel, actually buy
07:19
the product and see how I–I try to notice how I felt.
07:21
So I think for me, it’s a lot of…
07:24
It’s listening differently, trying to feel the pulse
07:26
of the market by really paying attention to what’s happening
07:30
because it’s shifting so much.
07:31
And I don’t think anyone really knows a lot of the times.
07:34
Everyone’s trying a lot of things, and I think
07:36
the biggest thing we can do is be watching, observing,
07:38
and then looking at the patterns and see what’s working
07:40
and then modeling those things, but not copying.
07:44
Modeling 'em as a core idea, but then always
07:46
trying to innovate on it.
07:48
I think one of the biggest problems is most people
07:50
in their market are all copycats.
07:52
So someone comes up with an idea and they see it
07:54
and it’s this pattern interrupt that–all of a sudden
07:56
it’s working 'cause it’s like the pattern interrupt,
07:57
and everyone’s like, “Ah, that thing worked,”
07:59
and then they start copying, copying; soon it’s like
08:01
the pattern interrupt becomes the pattern and
08:02
it stops working.
08:04
Nowadays, it’s like we have to shift creative.
08:06
Every week we have new adds, new things hitting
08:08
'cause they’ll work, they become the pattern interrupt,
08:10
they’re working for a while and then, obviously,
08:12
all my communities see what we’re doing and they’re like–
08:14
they’re copying as fast as we’re pumping stuff out.
08:15
So we’re always–what I do to try to figure it out is
08:18
I look at other industries besides my own,
08:21
like what’s happening in the fitness industry and in the
08:23
this industry, and we’ll look at all over the place and
08:25
try to just get ideas from everywhere, not just from
08:28
our market, 'cause there’s people innovating
08:29
different places.
08:31
I still remember the very first hand sketch video
08:32
that came out.
08:34
It was Mike Geary with The Truth About Abs.
08:35
He did this thing, and I saw that over there
08:37
'cause I was following all the fitness guys, and I saw it
08:38
and I was like, “Oh my gosh!”
08:39
I found the guy who did it, hired him.
08:40
He did the first–our first one.
08:42
We were the first in our market to have a hand-doodled ad
08:43
and it worked so good for so long 'cause no one knew
08:45
who it was, but then probably six months later,
08:47
people found out and they all started doing it
08:49
and then it became the pattern that stopped working.
08:51
Meme videos were the same way.
08:53
We had a bunch of clients in the weight loss space
08:54
who were doing meme videos.
08:56
They were crushing it and nobody was doing it in our world.
08:58
So I go, “Okay, if we start memeing videos”–
08:59
and they were just crushing it like,
09:01
“I hope nobody sees this,” but eventually everyone sees it,
09:03
and then now your whole feed’s full of those.
09:05
So it’s looking for other inspiration outside of just
09:08
your market of like what ideas that we can try and
09:10
we can test, and then you got a window where you can
09:14
become the pattern interrupt 'til it becomes the pattern.
09:17
But that’s the game of marketing.
09:19
It’s always constant innovation, and it’s fun.
09:20
And, I think back in the day, people had to innovate
09:23
once every couple years.
09:25
Now we need to do it a couple times a week,
09:26
so it makes it fun.
09:27
(light modern music)
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Includes: 6 Week Master Class, Traffic Hacks, Inception Secrets & Email Sequences.