Tai Lopez & Russell Brunson: How ClickFunnels Made $100 Million by Creating A Mass Movement | Part 1

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YouTube Transcript: English (auto-generated)

00:00

  • Hey my name is Russell Brunson.

00:01

I want to welcome you to my channel.

00:03

I’m so excited to have you here.

00:04

If you can a moment really quick

00:05

and click on the subscribe button,

00:06

that way I can send you really cool videos

00:07

like this in the future.

00:08

But today I’m gonna be talking about

00:09

a five-part video series I’m doing right now.

00:11

It was actually an interview I did with this man right here.

00:13

Grrr, his head got really big.

00:15

Tai Lopez and I was actually in California.

00:19

This was a couple of months ago.

00:20

I was out in California and I actually messaged Tai

00:23

and he said hey come on over to the Tai mansion,

00:25

hanging out and we’ll do an interview.

00:26

So I got there super late it was like 11:30 at night

00:29

and I was like there’s no way we’re doing this interview.

00:31

And sure enough we showed up.

00:32

He fed me and then about one o’clock in the morning.

00:34

If you’ve every been to Tai’s house or seen it

00:36

he broke out like 400 cameras.

00:38

He had cell phones galore for Snapchat, Instagram,

00:41

Facebook, YouTube, networks I’ve never even heard of

00:44

and we did this interview and it turned out

00:45

really, really cool and I wanted to share it with you.

00:47

So the very first part of this interview

00:49

Tai’s asking about how we built ClickFunnels

00:50

from zero to 100 million dollars

00:52

and the first thing we talked about

00:53

is how you actually build a movement.

00:55

I talked about the movements that ClickFunnels has built.

00:57

We talked about some of our success stories.

00:59

Like LadyBoss and the movement they’ve created

01:01

and a whole bunch of other stuff.

01:02

With that said let’s jump into part one

01:04

of this interview series with me and Tai Lopez.

01:06

(stormy thunder)

01:08

  • Russell, take me back three years ago

01:11

you decide to launch this company,

01:13

called ClickFunnels.

01:14

Are you now number one competitor with Shopify?

01:17

  • I think so, I don’t know anyone else that’s come close,

01:19

so I’m pretty sure.

01:20

  • And you did this, you have five kids,

01:22

you live in Idaho, for all of you to live

01:24

in smaller markets.

01:25

  • It still works.

01:27

  • So what was the feeling to go from zero

01:30

and three years later doing one hundred million bucks here.

01:33

  • That was never the goal.

01:35

I mean the goal is like try to do whatever.

01:37

But it’s funny because about four years ago

01:38

when we had the idea and we were like can we do this.

01:41

Like a lot of people have tried it before.

01:42

I even tried it before.

01:44

Luckily I had a co-founder in Todd Dickerson

01:46

who was technically able to build it.

01:48

And he spent about a year building it

01:49

and then it came back and it was just amazing.

01:51

And so I’m like all right let’s sell this.

01:53

That’s my job to be the guy selling it and talking about it

01:56

and trying to build the excitement behind it.

01:59

It’s crazy cause it took off.

02:00

At first it was kind of slow it took a while

02:02

to figure out how to sell and how to get people

02:03

excited about it.

02:04

And then when it started working

02:05

and then triggering success stories,

02:07

people having success with it and more it started

02:08

growing and growing and the last three years has been nuts.

02:12

  • So, let’s go through this.

02:14

Marketing, cause a lot of people are listening in

02:18

are people who have an idea and they want to grow it.

02:21

One of your secrets is not just selling a product

02:24

but creating a movement.

02:26

  • [Russell] Yeah.

02:27

  • Tell me about that.

02:29

Cause that’s really your number one.

02:30

I asked you the number one thing you think

02:32

is responsible for growth

02:34

and those of you listening should emulate.

02:37

You’ve written this book called Expert Secrets.

02:39

You’ve got Robert Kiyosaki on the front cover

02:41

recommending it and the Underground Playbook

02:45

Defines your Message, Build A Tribe, and Change the World.

02:49

So why do people need to build a tribe?

02:52

How do you do it?

02:53

  • [Russell] The market we’re going into

02:54

there’s a lot of competitors, right?

02:56

And all of them are like, there brands

02:57

but there kind of nameless faces.

02:59

There’s brands trying to do this thing right.

03:01

And I remember about that time I went to

03:03

a network marketing thing cause I had some friends

03:05

and I wanted to see how these guys do their stuff.

03:07

I show up in this room and there’s like

03:09

four or five thousand people in this room

03:11

and everyone’s going on stage

03:12

and they’re crying and I was so confused.

03:14

I’m like this is a software company,

03:16

why are people crying.

03:17

  • (laughs)

03:18

  • And person after person for two or three days

03:20

and I’m so confused and finally I look over to

03:21

one of my buddies and he said to me

03:23

he said you know what they’re doing here?

03:25

I was like I’ve got no idea but everyone’s crying,

03:26

I’m confused.

03:28

And he said they didn’t build a software company

03:29

they created a movement.

03:30

That’s why people are here.

03:31

That’s why they’re coming.

03:32

  • So he’s saying they built a movement

03:34

before they even branded this concept.

03:37

  • Yeah as they were doing it.

03:38

We were launching ClickFunnels

03:40

and I was like if we’re just a software company

03:41

like everybody else then we’re a commodity, right?

03:43

If you’re a commodity then it’s like everyone

03:44

is fighting for the lowest price

03:45

and eventually you price yourself out

03:47

and that’s how a lot of businesses happen.

03:50

I was like we need to build something bigger

03:51

where people are a part of this movement

03:52

and they’re part of our tribe

03:54

and they belong to this thing.

03:57

And so about that time we were launching ClickFunnels

04:00

and again at first it didn’t take off like I thought it was.

04:02

I remember about two or three months into it

04:05

I did a presentation about a concept we call Funnel Hacking

04:08

which is like could we find somebody else as a funnel,

04:10

you look at it and then you model it inside of ClickFunnels.

04:13

Our people started calling themselves funnelhackers.

04:15

I was like okay hey we’re funnelhackers.

04:18

We started making T-shirts and everyone who signed up

04:20

for our software make them watch a 10-minute video

04:22

showing them how to use ClickFunnels

04:24

and we mail them a T-shirt that says funnelhacker.

04:25

Almost every week since we’ve launched ClickFunnels

04:27

there’s been some the next ClickFunnels

04:28

killer is coming out.

04:30

I got emails from everyone forwarded

04:31

and they’re like the competitor’s coming out.

04:33

And so far I think there’s about thirty something

04:36

that have come out and all of them have

04:37

kind of fallen by the wayside

04:39

and didn’t do much.

04:40

  • You think that’s cause they weren’t movements like yours?

04:41

  • Yeah, well I asked some of my members

04:43

how come you guys don’t try their software?

04:44

Why aren’t you switching over?

04:46

And they said because we’re part of

04:47

this is like, this is not your company Russell.

04:49

This is us, we’re funnelhackers, ClickFunnels

04:52

are our tool, this is who we are.

04:54

One guy, I remember he told me, he’s like

04:56

I look at the ad long enough on my Facebook feed

04:58

just long enough to laugh and then I scroll on.

05:00

Because I know that I’m a funnelhacker

05:01

and I’m part of this movement.

05:03

And so it’s like everyone is gonna try to beat us on pricing

05:06

and things like that and it’s like no we built a community.

05:08

We built a tribe of people who have a belief

05:10

they’re going somewhere, there’s a vision

05:11

what they’re all trying to do

05:13

and that has been so huge in propelling us.

05:15

they also share it

05:17

We get organically about a thousand people a day

05:19

that are signing up for ClickFunnels.

05:21

  • And these are paid customers by the way.

05:24

55,000 paid customers.

05:26

  • Not free ones like most software.

05:27

  • Your free email list, how big is it?

05:30

  • Over a million.

05:31

  • Over a million.

05:32

  • We’ve probably had about five hundred thousand or so

05:34

that have actually created an account

05:36

but yeah, 55,000 that are actively paying.

05:38

  • Paying you and it cost between what?

05:40

  • Between $100 and $300 a month.

05:41

  • 100 and 300 and then you’ve got some upgrades

05:43

people can do.

05:44

So, it is interesting we’re talking about this

05:46

cause I was just reading this, I like to read textbooks

05:49

even though I didn’t go to college.

05:50

This is how I do my version of college.

05:52

So I was reading this book on, it’s just a psychology,

05:56

Dr. David Russ, it’s a psychology book.

05:58

He’s actually coming here tomorrow.

05:59

He’s one of the most interesting guys in the world.

06:00

And he’s talking about the rise of gang membership

06:03

around the world.

06:04

And he said it completely tracked the breakdown

06:08

of the old family unit tribe.

06:11

Gangs started to get big let’s say,

06:14

I mean there’s always been some form of gang,

06:15

but people want to belong to something.

06:19

So now if you can build a business,

06:21

you see that with Lady Gaga.

06:23

She called her fans wasn’t it like Little Monsters

06:26

or something like that?

06:28

And Justin Bieber what do they call, beliebers.

06:31

  • (chuckle)

06:32

So one our top success stories we’re talking about

06:33

in the book a lot.

06:36

She’s in the weight loss space and her maiden name was Tool.

06:41

She was always like Tool Time trainer.

06:44

It was tough because people didn’t self identify with that.

06:46

  • Right.

06:47

  • And so she heard this for the first time,

06:48

she was at an event we did and on the flight home

06:49

she was like I need to change this

06:50

to something that my people

06:52

will associate with.

06:53

It was tough for her because her business

06:55

at that point had been her name.

06:56

And she’s like that’s not big enough for everybody else.

06:59

And so on the flight home she was thinking about

07:01

ideas and all of a sudden she had this idea.

07:03

She’s like I’m gonna rebrand it as LadyBoss Weight Loss.

07:05

And my winners are gonna be LadyBosses.

07:06

And they went home and deleted their whole business

07:09

which was doing well, rebranded it,

07:11

launched this thing called LadyBosses

07:13

and if you look at here movement right now

07:14

they have over a hundred thousand women

07:15

who have purchased their program

07:17

so they’re in this thing.

07:19

They do these swag drops.

07:21

  • Swag drops.

07:22

  • She’s like I’ve got my LadyBoss swag

07:23

and she’ll come in and she’ll reveal it

07:24

and they’ll have, so for a short period of time,

07:26

and I’m not allowed to share their numbers,

07:27

but they will sell so much clothing

07:30

in a finite period of time to all the LadyBosses.

07:33

Cause they have these shirts that say I’m a LadyBoss

07:34

and they have all these quotes

07:35

that people self identify with.

07:36

  • Yeah.

07:38

  • And when they took it from a brand like from their name

07:39

to this thing that’s bigger like people can identify with.

07:42

  • I just want to reiterate, I’ve seen this over and over.

07:45

Even what I do.

07:49

Knowledge Society is one of the names

07:51

of one of my companies.

07:52

And it’s not even something I tried to brand.

07:55

And I see my employees latching on to that

07:58

because you can’t latch on to being Tai Lopez,

08:01

that’s just one person.

08:02

But being attached to Knowledge Society

08:04

is like this higher purpose and if you look

08:06

at Maslow’s hierarchy of needs

08:08

there’s five levels of needs.

08:10

Physiological is at the base foundation.

08:12

And you have number two you have safety.

08:14

And then number three you have love

08:16

and number four you have status and respect.

08:18

But number five is self actualization or

08:21

actualization to a higher purpose.

08:23

And that’s where people find god

08:25

and they find, like Mahatma Gandhi

08:30

and his movement to gain independence for his country.

08:34

Martin Luther King Junior, Abraham Lincoln.

08:37

And so what you’re doing is you’re applying

08:39

those same principles to a brand.

08:43

And it took you from zero

08:45

to a hundred million dollars a year.

08:48

  • The thing about the big brands,

08:49

the ones that have done a really good job

08:51

in the last generation have done that.

08:53

Look at Apple.

08:54

  • [Tai] Biggest company in the world, Apple.

08:55

  • [Russell] Apple self-identify with that.

08:56

Like there’s Apple users and there’s everybody else.

08:59

There’s that thing, you look at shoes,

09:01

you look at clothing lines, the best brands have done that.

09:04

For some reason most businesses, we don’t think

09:06

think about that, it’s like well I sell this

09:07

or I’m a financial planner or I’m in real estate.

09:10

Those who start looking at a pattern.

09:12

I’m a big pattern guy.

09:13

You see a pattern it’s like okay,

09:15

now that I know the pattern, how can I amplify that.

09:16

So when we realize this is the pattern.

09:18

In the book we’ll say how to create those movements.

09:20

But you understand the pattern it’s like okay

09:22

how can I do this for my business

09:23

and when I became aware of it then it’s like

09:24

okay now that I know what it is I can amplify it.

09:27

I know that these are the pieces of how

09:28

to make this movement happen

09:29

and like what are all the elements of a good movement

09:31

and how to be the leader of that movement.

09:32

And one of the things, when you understand it

09:34

you can amplify it.

09:35

  • Yeah.

09:36

  • And most of them never know,

09:37

they’re like I sell this thing.

09:38

This is my business.

09:39

  • Tell us a little more.

09:41

What did you build, was it just this hacker funnel

09:44

kind of idea or funnel hacks or what did you identify with?

09:48

  • You know I think the majority of our members

09:52

they’re small entrepreneurs, they’re people

09:53

who are still involved in their business.

09:56

They’ve been marketing their business

09:57

and they’re passionate about that.

09:58

I was our customers like five or six years ago.

10:00

I had ideas, things I wanted to get out

10:01

but I didn’t know how to do that.

10:03

I’m not a website designer or developer or anything.

10:06

So I had to hire people and it was so slow

10:08

and just frustrating.

10:09

So for me it was like when we made ClickFunnel

10:11

I was able to as someone who is passionate about

10:14

my product or my service I could just go

10:16

and put it out there really, really fast.

10:17

I was talking to your partner earlier about MentorBox

10:19

and he was like back in the days I had a hundred

10:21

developers here to build all of our software, our things.

10:23

He’s like guess how many work for our company now?

10:25

Two and they log into ClickFunnels and they edit stuff.

10:27

Like that’s all we do.

10:28

So it gives people like us who are passionate

10:30

about a product, or an idea, or whatever it gives us.

10:32

I was hoping it makes entrepreneurs free

10:35

to share their message, not get bogged down

10:36

in all the tech stuff that keeps people from doing it.

10:40

And so our people, our phone hackers.

10:41

Like that’s their thing.

10:42

I don’t get stuck down with all the tech.

10:44

I can just go and share my message.

10:45

I can sell products.

10:46

I can do whatever it is I want to do.

10:47

  • So people have got an idea,

10:49

they are no longer constrained by technology.

10:51

  • Thanks so much for watching part one.

10:52

I hope you enjoyed the interview so far.

10:53

Make sur you subscribe right now.

10:55

That way you’ll get notifications when episode number two

10:57

comes out to see the next part of this amazing interview.

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.