Russell started his first online company while he was wrestling at Boise State University. Within a year of graduating he had sold over a million dollars worth of his own products and services from his basement! For over 12 years now Russell has been starting and scaling companies online. He is a best selling author, owns a software company (ClickFunnels), a supplement company, a coaching company (DotComSecrets), and is one of the top super affiliates in the world.
Subscribe to EOFire
- Your Big Idea: Successful Entrepreneurs have One Big Idea. Follow JLD’s FREE training & you’ll discover Your Big Idea in less than an hour!
- Audible – Get a FREE Audiobook & 30 day trial if you’re not currently a member!
- Webinar Registration – Go here to sign up for Wednesday’s LIVE webinar
- Marcus Lemonis – A Lebanese-born American businessman, inventor, television personality and philanthropist
- Dot Com Secrets – Russell’s book
3 Key Points:
- Don’t let the bad experiences get you down
- Success in happiness is the gradual realization of a worth ideal.
- You’re always one sales letter away from being a success.
- ZipRecruiter: If you’re ready to start hiring, then ZipRecruiter is where you can find your perfect candidate! Try ZipRecruiter for free today at ziprecruiter.com/fire!
- ActiveCampaign: See why thousands are upgrading to a more intelligent marketing solution. Sign up for a free 14 trial now — no credit card needed!
Time Stamped Show Notes
(click the time stamp to jump directly to that point in the episode.)
- [00:49] – Russell started his first online company while Wrestling at Boise State
- [01:03] – Sold over $1M of products and services from his basement
- [01:33] – Married with 5 kids
- [02:07] – Started out selling anything (even potato guns) but now focuses on selling software
- [02:45] – Russell was in Episode #1058 of EO Fire
- 03:20 – FREE webinar with Russell (evergreen) – go to eofire.com/click to watch it now!
- [04:12] – Talking about Funnel Hacking LIVE
- [05:38] – What LIVE events do for Russell and his business
- [06:16] – Click Funnels isn’t about building a great piece of software, it’s about building a great company and community
- 10:40 – FREE webinar with Russell (evergreen) – go to eofire.com/click to watch it now!
- [11:13] – What Fire Nation will gain from the webinar
- [11:25] – Funnel Hacking
- [11:36] – A simple 3 step process that will help people build amazing funnels
- [13:47] – What Click Funnels can do for your business
- [14:10] – It can build every single sales page, shopping carts, marketing, etc. etc.
- 16:15 – Talking about Expert Secrets in Dot Com Secrets
- [19:06] – “Success in Happiness is the gradual realization of a worthy ideal”
- [22:17] – Two types of expect businesses—selling info products and leveraging info products as fuel
- [25:27] – Whoever can spend the most money to acquire a client WINS
- [27:07] – Russell was making roughly $32 for every free book he gave away
- [29:31] – What Russell wants to share more than anything with Fire Nation
- [29:55] – You’re always one sales letter away from being a success
Interviewer: Oh man, I am so prepared to ignite right now with you! Yes. Russell started his first online company when he was wrestling at Boise State University. Within a year of graduating he sold over a million dollars’ worth of his own products and services from his basement. For over 12 years now, Russell’s been starting and scaling companies online and he’s a best-selling author, owns a software company; Click Funnels which many of you here on Fire Nation are well aware of, a supplement company, a coaching company, DotComSecrets and is one of the top super affiliates in the world. Russell, take a minute. Fill in some gaps in that intro and give us a little glimpse in your personal life.
Russell Brunson: Oh man, well my personal life. I’m married. I’ve got five of the most amazing kids on the planet and I have an amazing wife who’s allowed me to become an entrepreneur 13 – man 14 years ago. This is our 14th year of marriage Holy cow. 14 years ago I had these crazy ideas and she was crazy enough to say, if you think this is gonna work, I will support you and I can’t tell you how grateful I’ve been for that. The first three or four years, nothing really good happened and after that, we kind of figure out this entrepreneurial game and it’s been the most amazing ride of my life for the last 12 years.
I started initially with us launching our own businesses selling everything from potato guns to supplements to weight-loss advice to – and we everything in between until more recently, it’s been – we focused on, like you mentioned; the ClickFunnel’s our software and kind of the education behind that. And it’s been fun the last four or five years really working close with tens of thousands of entrepreneurs and heling them to grow and scale their companies online and it’s just so much fun. I’m having the time of my life.
Interviewer: Well, I think we’re gonna have so much fun today on this episode because Brunson, we’ve been able to connect a few times before which has been super cool. You were actually episode 1058 of EOfire and now we’re at episode 1282. So 230 episodes later, you’ve come on and you’ve come back three-quarters of a year later to talk to Fire Nation because you just dropped value bombs galore on this last one and in fact not only did we drop value bombs on that podcast episode, we ran what turned out to be an incredibly huge webinar for you, Fire Nation that people frankly have been clamoring for more of.
So this is what we’re doing. We’re bringing back a completely free webinar training. It’s gonna be live with myself, with Russell. We’re gonna be here for you and it’s this coming Wednesday, April 27th at 3:00 p.m. Eastern, 12:00 p.m. on the West Coast. This is a live webinar, my friends. We’re gonna be talking about a lot of awesome stuff. I’ll let Russell kind of get into the details a little bit later. But my friends, it’s a simple sign-up process. Hit pause; go over to EOFire.com/click. You’re gonna be able to go over to the webinar registration page, put in your information there, we’ll see you live this Wednesday. Russell’s got some really cool stuff for you leading up to that and for those live attendees, some special things as well. So make sure you join us live. We’re gonna be having a blast this Wednesday at 3:00 p.m. Eastern.
Now, before we get into some more details about that live webinar which we will, Russell, in a second. I’m gonna talk a little bit about Funnel-hacking live. Because you came, you brought all your peeps, your boys and girls to San Diego, my city, and I was welcoming you here with open arms. I was stoked to attend the event. Marcus Lemonis, many of you guys know from The Profit, was the headliner. It was just an incredible event from beginning to end. I mean, the speakers were incredible. I’m actually still blushing, Russell, because you stood up on stage in front of 1100 people, you had me stand up and you just praised me for like 15 minutes. It felt like an hour, and I’m still blushing from that, so thank you for the kind words you said to me.
Then we had that incredible first time – because we had never actually met in person. We’ve talked many times, we’ve done webinars together, we’ve never met in person because you’re in Boise and I just don’t find myself there very often. But we ended up meeting up for the first time ever, in a bathroom and it was just like; Russell! And I gave you a big hug and Dave was there and you were just like hey, let’s take a picture while we’re here, so we’re doing selfies in the bathroom. And people are coming in and they’re like in the conference. They’re like what are these dudes doing? Like why don’t they just step outside? Like why are they in the bathroom? But we wanted to like, memorialize that moment, which is so cool.
So let’s do this, because I’m fascinated. I’ve done events with 20 people. I’ve done a few Pod masteries’, I call them, where I bring 20 people into a room for a day and I teach them about podcasting and I love it. But this was a massive, incredibly successful event with huge names. All the works. Incredible across the board. Talk to Firenation about live events. Why you love them, why you rock them and what do they do for your business?
Russell Brunson: It’s interesting when Ryan and I got started ten years ago, I did a couple of events and I didn’t have that good of an experience the first time around. I remember the first one we did, we sold like – and I say sold, it was really cheap. Like you paid $20.00 and you get a ticket. I think we sold like 300, 400 tickets and I show up to the event ready to do this whole thing and only like 100 people showed up. And I was just like, oh, devastated and so embarrassed –
Interviewer: Because you have 400 chairs, right?
Russell Brunson: Yeah. So everybody was like how come nobody else showed up? Most embarrassing thing in the world. So I was like; I will never do another event again. And I didn’t for a long time. And then after Clickfunnel’s launch, it started growing and one of the big things we knew when it started growing was look; we can – you know, most of the companies out here, they’re software companies that it’s a piece of software, right? And nobody has emotional attachment. There’s no – it’s just something that you log in to use and if you don’t want it anymore, you quit using it. And we really sat back and said look; we don’t wanna just build a software program. Like, we wanna build a community. We wanna build something that’s bigger than just the code and the software. And so we decided, and my team and I went back and forth and we said no and yes like 20 times and finally we’re like we’re gonna do an event and we’re gonna bring people together where we can just hang out. And we don’t wanna do a normal internet marketing event where speakers come and sell and stuff. We wanna do something where our community comes and shares what’s working and shows off each other’s Funnels and just make it a cool experience.
And so we did that a year ago. And I was so scared to do it but we did it. And at that event we had about 600 people show up to it and it was awesome. It turned out really, really good. And afterwards, it was actually the last day of the event, where we were like; should we do this again or say we did it once and we’re like no. Let’s do it one more time. And so we actually booked the hotel while we were – the last day of our event last year. We booked the hotel in San Diego, and the last day got up on stage and like we’re gonna do this again next year. Who wants in? And we pre-sold a couple hundred tickets and that was kind of it. And we came back and we were like okay. How are we gonna make this bigger and better than last time and you know, we had about a year to kind of prepare for it.
But that was kind of the backstory behind it and then this year we wanted – again, it comes back to the community. We didn’t want it to be just an internet marketing event where it’s people talking about option pages and traffic, which we did do that. But we wanted something more. So it was like on the personal development side as well which I think made it really, really cool. In fact, Marcus Lemonis – I’m sure you were there when he spoke. It was ways different than I thought. I was expecting getting up there like; okay, people, process, product, you know? And instead it was this intervention. It looked like a Tony Robbins event. He was going in the aisles and picking people out and finding out what’s wrong with them and it was like this emotional, powerful, like – just awesome, awesome part of it.
So that was kind of the first thing. And at the event, we do offer our certification program. As of right now, it’s the only time during the year we offer that. And so financially, we sold a lot of people on the certification program. So it was a good financial benefit there. But even more so, we found from last years’ event and then this one, is when people in our community all come together and they go through this experience together and they bond and they become friends and it’s almost like dropping a big old rock in the middle of a lake. Boom. There’s this big ripple effect and then it goes out where everything just starts growing. And even the people who weren’t there, they feel this thing and so far, for us, it’s been the amazing thing that’s helped grow our community, grow our brand, and then just completely help our entire businesses grow in scale.
And so there’s tons of like, external benefits. It’s hard to see and point out, but they’re there. You can feel them. It was awesome. I had so much fun at it.
Interviewer: Well, you rocked it my friend and I loved being at it, just as an attendee where I could just sit back, and just really just take it all in and enjoy it. And like you said, with Marcus Lemonis, that dude. He just got vulnerable quick. He was talking about things in his childhood that he just doesn’t talk about very often. It was like, wow! And that just made the whole room just be open and vulnerable and people were sharing things and I loved how he was not letting people raise their hands who wanted to share. He was like, no, no, no. Like you obviously have something you wanna say and I don’t wanna hear. He wants the people who didn’t want to talk.
Russell Brunson: I was so glad he didn’t come to me.
Interviewer: Me too. I was like; what would I say, oh my God! Going back to what you said in the very beginning though, it was so obvious at the pride of the people that were part of the Click Funnel’s family was palpable. They were wearing t-shirts. They were talking about how many funnels they created. When you did the state of the union address, people were cheering so loud because they were like; I’m one of those funnels. Or I’m ten of those funnels. Or I’m 100,000 of those dollars or whatever it might be. People were so proud to be part of what you’re building. This family. And the community that you’re driving around. This is what we really love to do as podcasters. Paradise so that’s why we have in-person meet-ups at conferences and stuff. Because it’s that family foundation that you’re growing and that community that’s so important. And that’s what sticks around, even thru the tough times, if and when those come.
Now, again, we’re gonna be talking about some awesome things for you, for your business, in regards to Click Funnels, Fire Nation, this coming Wednesday, April 27th, at 3:00 p.m. Eastern time. You wanna be there. This is a completely free live Master class with myself and Russell. There’s been no Master class that held in 2015, that’s more requested for a repeat than this one. So you wanna make sure you grab your seat. Very simple EOFire.com/click. Your webinar registration page will pop up. You’ll be there. You’re gonna get some awesome stuff along the way, because that’s how Russell rolls.
Now, Russell talk for a couple minutes about what Fire Nation is gonna be getting when they come to this live webinar that we’re holding this coming Wednesday.
Russell Brunson: Yeah, we’re gonna be talking about is a process that I just love to share. I just love this part. But we call it Funnel hacking. Because a lot of people come to me, and they’re like Russell, I’ve got an idea or I’ve got a product or something. But I don’t know – like how do I put it out there and what’s the funnel and how do I get traffic and what are all the pieces? And what’s cool is; as soon as you understand this really simple three-step process I’ll be showing you guys on the training, you’ll be able to figure out exactly what other funnels in your market are successful, you’ll be able to reverse-engineer them, you’re gonna really quickly within about 10, 15 minutes, build those things in Click Funnels, and then you’re gonna be able to figure out exactly where all of your competitors get all their traffic, and then you can get traffic in the exact same spots.
People always ask me; well, Russell, how is it then when you go into new markets, you’re successful almost 100 percent of the time? And I’m like well, it’s not because I’m that smart, I promise you. The only thing it is is that I figure out, I can see exactly where people in this market are having success and model it. And then we get traffic in exact same place as they are and it’s just a real simple, easy process. And so if you have any product, any service, any idea that you want to take online and grow it and scale it, we’re gonna show you how to reverse-engineer the successful campaigns and how to do it really, really fast and easy. And it’s awesome.
I’ve watched – since we’ve started kind of talking about this concept a little over a year ago, I’ve seen literally thousands of entrepreneurs come through it and apply this process and we had one. He was actually in my office. Three days ago he came out here. And in the last year, he learned this process, we showed it to him. In the last year he’s made 30 million dollars from one Funnel he reverse-engineered and I didn’t believe him. So I made him show me his stats. We logged into his merchant account and I was like dude, I can’t believe that’s even possible. But it is. It was nuts.
And that’s from me showing you guys the thing I showed him a year ago, and you know, you’re probably not gonna make 30 million bucks like he did. But it’s gonna help you get your idea, your thing off the ground quickly and that’s what I’m gonna be talking about.
Interviewer: Finally, let me just drop a little truth bomb on you right now. Once you see that first dollar roll in through a funnel that you’ve created, it becomes real. And it will happen if you follow this process. And guess what? If you’ve already seen some dollars roll in, if you’re one of those entrepreneurs that’s already rocking and rolling, this is how you amplify, this is how you take it to the next level. This is how you say, wow! There’s just been money there that’s been trickling out all these other places that this funnel’s gonna clean out. The up-sales, the down-sales, the funnel is going to be in place. You’re gonna have a tight, watertight ship finally so you can take it out to the ocean and just crash in all of the waves.
Now I do wanna talk a little bit about Click Funnel specifically, Russell, because it’s something that people say, okay, I’ve heard of it but what really is Click Funnel’s, essentially? What can it do for my business? Can you expound?
Russell Brunson: It’s a ball-blast 18 months since it’s been live but initially Click Funnel’s was built to be like a website-building platform that builds all of the pages that you need in your business. So you know, there’s a lot of products out there that’ll create a page or they’ll create your shopping cart or one thing. Whereas when we build Click Funnel's we want it to be the backbone of your entire business. So it builds all the sales pages. It does the order forms. It actually can become your shopping cart. It can run your entire affiliate program and one of the newer updates we came out with, it can actually run all of your marketing as well. So your emails, your text messages, your voice broadcasts. All of that can happen inside of Click Funnel's as well. So for me and for thousands of other people now, our entire business runs off of Click Funnel's, our sales funnel, our shopping carts, our auto-responders, our affiliate program, everything can be in one simple spot.
So you no longer have to go and have 10 or 15 or 20 programs glued together to be able to run a business. You can run it off one thing and the cool thing is it’s so simple to use that you also don’t need to have programmers and designers and developers. Most of our entrepreneurs who use us are like solo entrepreneurs or small teams and they’re actually building up the pages and the funnels themselves because it’s so simple and so easy to use.
Interviewer: This is your all-in-one solution. That’s what it’s all about. It’s your all-in-one solution. So when you say; hey, like I right now am connecting this and that and I have an email and all these different things, this is your all-in-one solution. So come this coming Wednesday, at 3:00 p.m. on 4/27, that’s this Wednesday, you need to come, check it out, learn a little bit more about what Russell is going on with all the Click Funnel's it’s simply awesome. And again, every single person with Fire Nation that came to this webinar last year has done nothing but rave about it. So, this incredibly valuable training.
And Russell, I kinda wanna move back a little bit. Because when you wrote DotComSecrets, I was like okay, this book, it looks great, I’m gonna breeze through it in a couple hours and probably pick up one or two nuggets and then I’ll be off with it. And that’s not what happened. Like, it captivated me. I’ve now read it multiple times. I’ve loved so much of it. You know, you were on stage after you said, JLD was just sponsored for 850 book sales and I was like; yes! Because that mean that like 850 people got that book in their hands directly from me and they learned so much from that because it’s such a great book about all of this stuff that we’re talking about at Fire Nation that’s critical for your business. And what I loved at your event, you moved forward, and you started talking about your next book that’s even gonna be next level. It’s called Expert Secrets. So talk a little bit about Expert Secrets. Why are you moving into this next-level book and why should Fire Nation be fired up for this?
Russell Brunson: Yeah, it’s funny. After I wrote DotComSecrets, I didn’t write it like most people do. I wanted it to be a good book. So I spent over a year and it was hard work. I swore when I got done, I will never write a book again. This was a one-time thing. I’m done. And what’s interesting though, is people have gotten the book and we’ve sold over 50,000 copies now and it keeps growing. And I’ve seen people use it. And what’s interesting is I find most people, if they have a business, they take that book and it gives you everything you need to scale it and take the next level. If you don’ have a business yet, a lot of people get stuck like I don’t really know where to start. I don’t have that piece of it yet. And so Expert Secrets kind of came from that. Like I get the funnels, I get the process, I get everything. But where do I start and what should I do first? What should I do second?
And so I kind of look at this. I’ve got some friends in the weigh-loss base. Like one of my friends is Dave Asprey and he wrote a book called The Bulletproof Diet which showed like, here’s his diet plan. Then his second book was like here’s The Bulletproof Recipe Book that show you all the recipes you gotta follow to be able to implement this way of living.
And so for me it’s kind of similar. DotComSecrets is like; here’s the plan. But Expert Secrets is like here’s the recipe book so step one, you do this and then this is the funnel you’re gonna use and this is why you need to use this one first. And then here’s the second funnel and this is why you use this one and this is how this one connects to this. And it kind of goes through in the very beginning up to growing from a start-up to 9 million dollars a year. What’s the process and the path to get there and we just walk you through, step by step by step. And so it’s kind of like the recipe book for me for someone to be able to start and grow a company online.
And so I’m excited. It’s been fun because I’ve had a chance to go back through, like how I got started and then tons of my entrepreneurs and what were the commonalities and what things were the most important to do first and second, and third and put them in the right order and so that’s kind of what the book is about. We finished the first draft and we’re going back through now but at the event, as you know, we spent a lot of time kind of teaching kind of those core concepts as well. It was really fun.
Interviewer: Love it. Well, that’s one thing that I loved with the five steps of becoming a thought-leader in your industry and going through those steps, it’s expert, leader, influencer, guru, thought-leader. Putting you on the spot, Russell. Which one of these are you? Which step are you at?
Russell Brunson: Oh, man, I still feel like a little kid who’s just excited to be here. But as far as if you look at the progression, I’ve gone through becoming an expert, becoming a leader, becoming an influencer, the guru’s all about selling the higher-ticket things and then the thought-leader is where you have a chance to take your experience and take your results, you give them to other people and put into a book. And so for me, the book is the last step. And since I’ve done a book, I guess that’s where I kind of fall in -
Interviewer: So you’re the top. You’re at the top of these stages. Basically you might as well retire now. Is that what you’re saying?
Russell Brunson: Retire or help everyone else follow me and follow this process and get there with me.
Interviewer: I love it. I love it. And that goes back to one of my favorite quotes by Earl Nightengale is that “success and happiness is the gradual realization of a worthy ideal.” It’s not getting to the finish line first. It’s not realizing the fact that oh, I’m a thought-leader. It’s –
Russell Brunson: I’m done.
Interviewer: Yeah. How can I continue to push this bar to more people and help others? So you’re definitely a thought-leader, Russell. I’m glad you owned up to that because I would’ve called you out if you didn’t brother. So listen Fire Nation. You can tell that Russell and myself, we have a very special kind of energy. We’re gonna bringing this energy this coming Wednesday, April 27th at 3:00 p.m. Eastern. Don’t miss this training. It’s gonna be awesome. It’s a Master Class that you won’t wanna miss. We’re obviously doing as much as we can to draw value bombs here on this podcast and we are. We’re crushing it. But we can only do so much. We’re talking, there’s gonna be visual, there’s gonna be so much killer things. There’s gonna be guests for you for signing up and then attending this live. So be there simply by going to EOFire.com/click and don’t you go anywhere Fire Nation because we have some awesome things coming up today but we wanna take a quick minute to thank our sponsors.
Russell, we’re back strong with a couple things today. There are two types of expert businesses. Number one is selling info products and number two is leveraging info products as fuel. Talk about these two type and how Fire Nation can implement them potentially in their business.
Russell Brunson: Definitely. So a lot of people come to me. They don’t have a business yet. They’re in start-up phase and they’re like; what should I start? And I think the best businesses to start is like an information publishing business. So you become an expert and you’re selling your expertise through books or seminars or videos or DVD’s or things like that and that’s one kind of business. That’s who this whole Expert Secrets works for.
Now it’s kind of, you look out there you can see people do it. You see Tony Robbins. You see Robert Kiyosaki. You see you. You see other people who are out there doing this and that’s one type of business. But the other type a lot of people miss, and I get this a lot when people come to me and they’re like this is cool but I have a store. Or, I’m an accountant or whatever. How is this gonna help me? And I talk about how one of the keys to understand is; that information products and information funnels, the reason why they’re so powerful is because typically when you’re selling something, outside of advertising expenses, it’s pure profit, right?
Like when I sell a book, let’s say it’s an e-book. Even something I sell on a webinar. There’s advertising costs but everything else is pure profit. So I have more money to acquire customers. And so an example that I showed at the live event, there’s an accountant named Tom Willrise. Some of you guys may have heard of him. Some you guys probable haven’t. But Tom is an accountant just like every other accountant. In Boise, there’s probably, I don’t know, 1000 accountants and Tom lives clear out in Arizona. And if I was gonna to Tom’s office, I would have to drive past like 30 or 40 accounting places here in Boise. I get in a plane and fly over all these accounting places and I would get there to his office and then I would pay him to be my accountant. You might think, Russell, why would you pass 3000 accountants to get to Tom? And the reason why I do and tons of other people around the world do is because Tom has positioned himself as an expert. He wrote a book with Robert Kiyosaki about taxes. He’s done seminars, he’s done trainings. For some reason he’s got something that nobody else does and so we’ll spend way more money, we’ll pass 1000 other people to get to him.
And a lot of time regular businesses, they’re a commodity, right? I’m a chiropractor so I’m competing with every other chiropractor in town. Or I’m an accountant, or whatever it is. And so it’s hard because you’re just one of many. It’s hard to differentiate your marketing. And it’s also hard to go and spend a lot of money to acquire any customers because you know, you’re selling a $50.0 0 adjustment or you’re selling teeth-whitening or whatever you’re thing is. It’s hard. And so if you become an expert and follow this process, you create information products, you can sell those, keep 100 percent of the profit, positioned yourself as an expert. It makes it so your company’s no longer a commodity. You’re not like one of many and you become something that’s special and something that’s different. People actually, like in Tom’s case, will fly across the country to get to you, passing thousands of his competitors because he’s positioned himself as an expert. And he gets those clients for free because people bought the book, they bought the training up front and that funnel initially broke – made him money up front. So his clients came to in an accounting practice for free.
And so you take that and how’s the guy gonna compete against every other accountant out there in the world. It becomes really, really easy. One of the quotes in the DotComSecrets book that I had at the very beginning and throughout, it was this concept of whoever can spend the most money to acquire a customer wins the business. And so you’ve got someone who’s got an information expert funnel where they can spend $40.00, $50.00, $60.00 to acquire a customer and still break even. And then the same person becomes their customer on the backend for free versus someone who’s going and trying to buy adds just to get someone just to become a client. The guy who’s got that front end funnel, the expert funnel is just gonna destroy him because he can spend so much more money to acquire a customer.
And so that’s kind of the two different models. One is; be an expert. Sell your information, your expertise. And then the second one is using that as fuel to grow whatever real type of company you have. And they both work really, really powerfully.
Interviewer: So let’s dive right into that last quote just a little bit more. Not a ton but you say this a few times and I’m really fascinated by this because I think it can be interpreted in a lot of ways; “whoever can spend the most money to acquire a customer, wins.” What exactly do you mean by that?
Russell Brunson: Okay. So a really good example of this. So, when I launched the DotComSecrets book as you know, is I gave it away for free plus shipping. Remember when I was doing that, my wife was like why are you doing that? You’re gonna lose all this money. We’re gonna be broke. And I was like no, let me show you the process. So when you go and buy the book, the book is free and you pay $7.95 shipping and then initially there’s an order form above it that says hey, for an extra, I thing $37.00, I’ll give you the audio book version. And then the next page is cool, you got the book. We’re shipping it out to you, you know we’ve got other books that help you with our funnels but the next step that you’re probably gonna ask is; how do I get traffic to these funnels? So if you’re interested in getting traffic, I’ve got this really cool traffic course. It’s $200.00 and it’ll help you get traffic to your funnel. And people buy that, right? And so I’m making this little funnel selling my core products in my product line.
And so for me, what was interesting was when we launched my book, I was giving it away for free plus shipping, but from the money that I made through that funnel, we were averaging $32.00 for every free book I gave away. And so what’s cool is you take me versus any other author. Look at the Amazon guys selling books for $9.95. They can spend $9.95 to try to sell a book. They still gotta pay Amazon fees and things like that. For me, I can give my book for free and I make $32.00 from the up-sales from every book I give away. So I can go to Facebook and spend up to $32.00 to sell one book, and I still break even. And right how we spend between $11.00 and $12.00 to give away a free book on Facebook and so I’m still making money up front and we’re giving away hundreds of books a day still, a year later, and I’m getting new clients for free. I can go to affiliate partners and say hey, I’ll pay you $20.00 or $30.00 for every free book you give away. I can still be profitable.
And so I can spend ten times more than any of my competitors to acquire customers because I’ve got this funnel that makes me all this money up front and that’s kind of how this whole process works.
Interviewer: I mean, Fire Nation, think about that. Think about actually having a funnel. Think about having a system where you know your numbers so well, that every book you give away, you know that you are netting $32.00 on the back end total. I mean, that’s incredible and that’s exactly why you need to be coming this Wednesday to the live Master Class. You know, a great example, a past guest that we’ve had multiple times on the show whom I love dearly, Sally Hawk said, she has this incredibly intricate business card. It cost her $2.00 per business card to print because it’s all these like, you rip off these tags and it moves and it’s a crazy business card. People are like why do you do that? It must cost you thousands and thousands of dollars. And she goes, I know that every business card I hand to a person, nets me $12.00. So of course, I’m gonna do that because she has that great fascination test that so many people wanna take after getting her business card and – not everybody does it but enough people do so her $79.00 fascination test, every single business card she hands out, nets her $12.00.
Think about that. That’s the funnel. That’s the systems, Fire Nation. It’s absolutely incredible. So this coming Wednesday, April 27th, we’re gonna make sure that you start setting up systems like this Fire Nation. I’m so excited for you. EOFire.com/click. Come and join Russell and myself live. You know, you’re gonna get to that page. You’re gonna see his weird niche funnel that’s currently making him over $17,940.00 a day and how you can ethically knock it off in less than 10 days and oh, that’s just the beginning.
So, Russell, I wanna kind of give you the stage here as we close this puppy down. What do you want to share with Fire Nation as you kind of ride off into the Boise, Idaho sunset?
Russell Brunson: I think the biggest thing I wanna share with you guys, is that you know, I had a mentor some of you guys may know as Gary Halbert. But when I first got started, it was before he passed away and I got to do an interview with him. And one thing he told me on that interview that was so powerful. He said, Russ, you have to understand that you’re always just one sales letter away from being rich. And I’ve had a couple times in my life where I’ve lost everything. In fact, three times that I’ve documented really in-depth on podcasts. So, sharing like, this is my rags to riches back to rags, story. And every single time I looked at it like; what turned it around? And for me it wasn’t necessarily a sales letter but it was a sales funnel. And I honestly believe that each of us, like we’re one sales letter, one sales funnel, one thing like that away from our big hit. From our big break.
You know, the most recent time, we had – if I rewind back about six and a half, seven years ago, we had a company with over 100 employees and everything was going well. And one day our merchandising house got shut down and within a year, I had fired 90 of my closest friends and I was in a little tiny office thinking how in the world am I gonna pay rent tomorrow? And we sat down, and we built out a sales funnel and put everything we had into it. We launched it, and within 90 days we made a million dollars, paid off a half million dollars in back taxes and debt and went off to the races. And I really think that you’re one sales funnel away from being rich or being free. Whatever that thing is for you that is driving you forward, and that’s what this webinar, this web classroom we’re doing this week is about.
What’s that funnel? What’s it gonna be for you? It’s gonna be different for everyone. Some of you guys, you have a supplement. Some of you guys have a book. You have a webinar. Everyone’s got something. And as soon as you understand how to create that funnel, just like Gary Halbert said, you’re one sales letter; you’re one sales letter away from being rich. And that’s my goal is to give you guys the structure and the foundation you need to be able to understand that so you can take that and you can use that as a tool you need to get to wherever it is you’re trying to go.
And that’s what I’m excited about. It’s gonna be a ton of fun. So I appreciate you hosting it and I wanna do this again. It’s gonna be amazing.
Interviewer: It’s gonna be so much fun. And Russell, something that I love about you that I didn’t even really know before Funnel Hacking Live is that you get made fun of for your baby face and for looking so young. And I get the same thing over and over again. But the reality is this, Fire Nation. Russell has been doing this for 20 years and he’s been rocking and rolling so don’t let appearances delude you. I’ve fought a war, I’ve gone to law school for corporate finance to running a seven-figure business; EOFire for multiple, multiple years. So we’re people who have been there. We’ve done that. And yes, we may look kind of young. But we can share some great information for you and we have it waiting for you this coming Wednesday and we are excited to be giving this gift to you as people before have given to us. So Fire Nation you know this. You’re the average of the five people you spend the most time with. And you’ve been hanging out with RB and JLD today so keep up the heat. And Russell, thank you for sharing your journey with Fire Nation again. And of course, we salute you and we’ll catch you on the flipside.
Hey Fire Nation. As a quick follow-up, I hope you enjoyed today’s episode. Russell is just a great guy through and through and I am stoked for this Wednesday’s live Master Class. I really hope you make the time to get there. It’s going to be so much fun and again we’ve got some great stuff leading up to that and of course guests for live attendees. So be there live. We’re gonna have a blast. EOFire.com/click. I’ll catch you on the flipside.
1) Free Podcast Course: Learn from JLD how to create and launch your podcast!
2) Your Big Idea: Follow JLD’s FREE training & you’ll discover Your Big Idea in less than an hour!
3) Funnel On Fire: Learn how to create a funnel that converts!