[Music] you're listening to freedom Fastlane presented by capitalism calm this is the show about building businesses and investing the profits so that you can live life on your terms and now your host the future owner of the Cleveland Indians Brian Daniel Moran hey fast laners welcome to the show this is Ryan Daniel Moran and today I'm excited to invite you into the fast lane because we're gonna be hanging out with Russell Brunson and Russell has had a profound impact on me through his books and also we use his software clickfunnels to manage a lot of
our checkouts at capitals and calm and in some of our physical products brands Russell kind of built a name for himself being one of the experts behind building profitable funnels sales funnels and I didn't know a lot of people talking about creating sales funnels for physical products so I asked Russell to come on to talk a little bit about what he does and how it might apply for physical product owners does it still make sense to build a funnel if you're selling physical products or if you're on Amazon what if you don't have a face
of your brand it doesn't still make sense to be doing a lot of the stuff that he talks about I also asked Russell to talk about getting to ten million and beyond getting to a hundred million dollars because in the last few years Russell made a big jump of being a 1 2 3 million kind of guy to having a hundred 40 or 150 million dollar a year company and it was a complete left turn it was a business that he did not see coming out of what he was doing so he talks about the
ups and the downs and he talks about how he attracts the a players that really grow you from that 1 or 10 point up to a hundred million dollars Gary Vaynerchuk echoed his sentiments that once you're doing a million dollars that's really all about the idea right one of the reasons why we've been able to create so many millionaires here at capitals and calm and freedom fast lane is because we help people get their idea and take it to market and Russell says on this podcast if you take an idea to market it's fairly predictable
what it takes to get to a million dollars so we're able to create million-dollar businesses really quickly when you go from one to ten it's a little bit about scale it's about duplicating what has been working and to really dial in your systems and then it's a matter of attracting people who are better than you Gary Vaynerchuk echoed that very loudly on our stage at the capitalism conference I am trying to persuade Russell Brunson to say it again at the capitalism conference in 2017 so that has been a recurring theme that we have seen so
we do have confirmed some breakout sessions that are all about building your empire and attracting a player talent I've invited some of my mentors and my confidence to lead some sessions at the capitalism conference to talk specifically about attracting a players and getting to ten or a hundred million in this podcast you're gonna find out if you should have a funnel in your business we're gonna talk about how to build an audience whether you are building a movement or you're selling physical products we're gonna talk about attracting a level talent and we talk about what
it takes to break out to the next level of success I know you're gonna enjoy this chat with Russell Brunson hey one real quick note before we go in I neglected to tell you Russell's mic for whatever reason was coming in a little bit weird so I did what I could in order to clean it up but there still might be some places where he wasn't in coming in super clear and he talks a thousand miles an hour so you're gonna probably want to listen to this at normal speed and please forgive any audio issues
alright let's jump into the chat with Russell Russell the man Brunson welcome to freedom Fastlane thanks for hanging out with us yeah man thanks for having him excited yeah I'm the most excited dude I gotta say like I've said this publicly I have said it I've told you privately your most recent book was probably the best thing I've read in five years it has become my Bible I read it on a weekly basis as like a refresh so I can't thank you enough I can't I hope no one reads it because it's that good and
I just wanted to publicly acknowledge you for what you put together and in that book oh thanks man I really appreciate that yeah you bet it's always writing a book is you haven't dreamed we want to be you know sure it's gonna come out right or wrong whatever and it's just cool see now like the impact time on people's lives and makes all that the long nights of writing all worth it so it was pretty cool so what I wanted to ask you about was a little bit about how some of that might apply for
businesses that weren't necessarily personal brands I mean you wrote dot-com secrets before you wrote expert secrets and you've said that expert secrets you almost is like the prequel to dot-com secrets so yeah I'm curious in your experience you built clickfunnels you see more data and businesses than probably anybody else in our industry how does all that apply for someone that doesn't want to be a face on the Internet or does it it's funny cuz I I don't have friends John Reese but he was one of my first admit did a million dollars online in our
in our industry and I just met him like a week ago yeah oh cool John's amazing and he did a podcast the day at the end of it he talked about like I don't think you need to be an expert and it was kind of funny and then so on my podcast I kind of reference that I talked about he came back in the next one and it's just done kind of a funny thing but he said that I think he's ready you don't have to have a brand and a face to run a business
I don't think that's essential to be successful but I think I think any successful business I can catch a personality on the front of it I can connects any business with that and that'd be like my argument you don't have to have it but man it makes it so much easier so much faster like people online like they're craving connection with something and if there's not a connection points your business then you're a commodity and they're gonna jump you know whatever the peoples prices whatever those things are but they connect with you then they're gonna
stick around for the long haul you know we in three years clickfunnels been live I think almost every other week there's been a clickfunnels killer that's been launched and at first we're really scared now it's kind of a joke in the office but it's just like they all come out they got fancy features and and you know we do this better click photos we do this better we do whatever and then but there's no connection like no there's nobody leading the charge and they fade away by the wayside and it's like I think it's such
a it's like this shot of adrenaline I think you plug in any business and some people it's like you don't have to always be like the owner sometimes the owner is really boring or they don't fit right you know but there's got to be some more there's got to be someone that there's that connection with it because that's what I think fuels businesses nowadays let's war game this a little bit because a lot of people who listen to freedom fast lane sell physical products a large percentage of those are on amazon.com and they're used to
playing the commodity game and I tell people don't play that game get away from that game as quickly as possible but there is no personality behind those brands how would you coach somebody to start moving out of that position and infuse some personality into their brand so I would look at like the best example this probably I could show it's maybe not direct correlation but there's a lot of pieces if you look at Dave Asprey with bulletproof executive right and Dave nowadays he's knee commerce coming right he's got supplements he's got butters he's got oil
he's got coffee he's got all sorts of stuff and they kill him an Amazon they kill it on their own Web Store but the reason why his company is this huge thing is because Dave came out and I was trough familiar with him or his story but yeah yeah like the first time I because I'm a Mormon so we don't recall rights like I kept hearing people talk about bulletproof coffee I saw it on like Jimmy Kimmel it's always that I'm like what is this thing and like I was like I can't do something I'm
a Mormon the fine I was like okay I figure if there's a Mormon version I can make up so so I started like going through his stuff and trying to figure out because I wanted to try it right and I heard a little story about him and he was in the Himalayan mountains or something and he gonna screw up his story really bad but he was hiking with some Sherpas or something and he's getting really hungry and tired and cold and they meet these dudes and they give him yak butter tea and he drinks this
yak butter and he's like that's all energy and he's feels amazing and he gets home he Rises it was the butter and the tea that made him energy starts putting butter in his coffee and like and like boom this thing is born called bulletproof coffee right in this is this thing and that thing becomes so shareable it's viral all sorts of stuff and now this huge message is built on the back of this thing this movement and now he can plug in all these products all these services I always laugh because like Dave's copy is
so bad on his pages yet I buy every single thing he puts out ever it's like here's a picture of a bottle and like the headline was like it's something I'm probably gonna take at least three times a week I was like sweet I'm in and I just buy it because the connection with him right and if he was to come back and actually like have good coffee and like do all the stuff that you know the good Amazon sellers know how to do or good econ people could do it would be more amplified but
it's so big and it transcends like just the one-off transactional everyone's racing to the to the cheapest thing he had the audience first and I think is some people might say easy for that him to say he spent five years blogging before he released a physical products line you know for somebody that's already selling product do you think it's possible to go back and start from the beginning of developing some sort of personality behind a brand that is just selling products or do you think that it needs to be the order of build the audience
first it might be easier but David making money for five years either so that's like kind of painful where econ guys you're making money right now and it's like yeah they were say like the the best time to plant a tree was 20 years ago but the second best time is today okay okay well we've got this cool brand got a cool thing you know how could we build a personality or something around and I would and I would figure out every entrepreneur every business owner is different really some people are really good writer so
that's you had started blogging it's not I would if it's something else I you're good a video to Facebook lives or a podcast or whatever but I would pick a channel and I would go really deep in that channel and start building an audience of people that they geek out on that that's and so there I find a camping shop and I was telling was your camping gear and I'd be the first thing I would do is I would like find a personality I'm gonna be camper but if it was I would be the personality
I love camping but I would like have my camping showing I'd be talking about it showing cool things in late and I'd be telling that story because now it's like I'm gonna buy camping stuff from Russell because he's obsessed with camping and this is what he bought so I'm gonna buy his instead of you know the 13 others that are cheaper on Amazon because I hold another by his that's a guy I trust I completely a hundred percent agree Russell would you talk a little bit about funnels for things that are not information products are
not personal brands I come from the info product world you come from the info product world I don't know a whole lot of people outside of the supplement sellers who have really good funnels for physical products or non information products for you does the model change at all if you're selling a physical product when it comes to actually driving traffic to a funnel that converts customers there are little changes but the psychology behind it's not DIF just how you position the offers in fact inside click folks right now as of today we're almost we're over
47,000 active members almost 48 thousand members and so we got all side and people in every genre you can think of but the it's interesting like I always thought the highest grossing percentage of probably info publishers but it's not it's actually econ people in fact our number one top seller and click ones right now you know trailer well I might shift raised then on your show or not yeah I know who he is we've never met okay well he's our number one guy and click throws right now and and his funnel was a flashlight it's
kind of funny he when I first met him he just wanted clickfunnels he'd read my where my coaching programs and he was still kind of thing he's been selling t-shirts prior to that he was like trying to figure what he was gonna do and he told me he's like I'm gonna build a funnel every single week till one of these things takes off I was like alright cool man go and do that so he started with funnels I'm like you know first one you know was a single you know double and kept doing different ones
but he was moving houses and he had this big like closetful flashlights and they told his guys like just throw up on a page and was just like trying to like liquidate these flashlights it's like the guy put it up and they just structured the offer different than they'd done time before and for some reason it just it worked and it took off and that funnel went from zero to within like a couple months like twenty to thirty million dollars in sales and I watch this it's like dude you just it blew up it was
figuring out the right way to position it and since then he's been knocked off like five hundred thousand times like there's ton of flashlight funnels out there now you can look at but it could the concepts of had was really cool you come into the funnel it was like hey get this survival tactical flashlight which was his kind of flagship product right at a good discount so I think I was like 60 bucks as opposed to whatever normally was they buy the flashlight and then in the funnel you always thinking like strategically okay like let's
say I was at a store and I'm buying a flashlight like what would be the other things on the aisle next to it that like I would want to need so he trades like hey for an X you wanted an extra battery for 12 bucks do you want the carrying case for this we'd like to get two flashlights instead of ones you can have one for you and your spouse would you like tea and just the same things that if you were a really good salesperson at REI or something sitting there next to Flash Lyle
you'd be pitching that person on it's the same thing you're just taking him to the logical progression to a funnel and that's kinda what he did and they said that's that's what blew up we did a little while ago Marcus lemonis from the TV show the Prophet he let me come on a show but made me build a whole bunch of funnels for him first and like one of them was he was like I want a funnel for Camping World I was like what you guys sell huge RVs he's like yeah but he said you
said funnels work for anything like what can we do so I was like oh my gosh I don't even know so we went to like went to actually Camping World was one here Boise luckily and we're wandering around trying to find like how to build a funnel out of all this random weird stuff and we start asking all the tellers like what's your number one best-selling project and it's like every single person in there so the best scream product we have is toilet paper that like biodegrades in your RV so it doesn't get clogged or
whatever and it was like that was that by far the first thing so I was like okay let's make a toilet paper funnel so we made a funnel form giving away free RV toilet paper and something to come in and from there I've sold the different accessories and on the back end we had lead gen for reps to video from their sales minute they'll call them actually sell RVs for people and so we turned just to a paper into a lead gen funnel for these guys that they did great and so you just takes a
little bit of thinking like like what's the structure in the order but it's no different than like traditional sells how would a traditional really good salesperson sell your product line they're not gonna like walk them over to a desk and here's all the products which is that make a typical e-commerce store they're gonna take the best thing lead with that and try to add-on and bolt on and do the other things Russell I mean you I think you said you just have 45,000 clickfunnels members you have more data in this world than probably anyone else
walking around the planet what have you seen the things that make people really stand out between the people who you know try their hand at writing a video sales letter or whatever it is and it being another thing that they did versus somebody that's doing millions of dollars selling whatever it is apparently you biodegradable toilet paper is relevant so everything is relevant well what have you seen be the difference makers between those people that really break out I would say there's probably two things if you were looking one is the people to really understand like
funnel structure and it's like such a geeky thing but like people like me nerd out on it we went pull all the data from the last 90 days to see like how much different things affected like the overall cash collected and funnel and is one thing we have in clickfunnels called an order form bump which is basically this little block that you either put on order forms I have some personal credit card information there's a little block that says hey would you like to add this to your order just like if you were at Walmart
and you're walking out the thing in the ladies like you want some gum you want a candy bar take that last stitch thing right and that order for bug people have an order form up on their order form and the exact numbers here I can't find real quick but this it's like a hundred and fifty eight percent more money on a funnel that has that versus that doesn't have the hop it's like that one thing in like for most people like the order form bump alone covers all ad costs that they're spending to drive some
into the funnel and it's like just knowing that like if you have a phone without an order form but like you are literally just burning money on like you're giving it's just crazy that bump will pay for Zuckerberg it'll pay for Google or pay for for whoever that's just one piece and then we're looking at like number two was like those wouldn't least one upsell how much it increase it those who at least one down sell and just treat an order for bump an upsell and down sell the stat was crazy it was basically if
you had a funnel that didn't have a bump and up selling a down sell you made for every dollar you'd make it a typical finally make six dollars if you had those three things so it's like insane how much increased revenue by just having those three little things arc and so that's the first things that people understand it's those little pieces like the final structure like make sure you have this make sure you have this make sure that you have those things that's a huge part of it and the second part of it is the
people that are most successful honestly are people who I don't say understand some don't understand good copy they respected like they need to pay for copiers they have good headlines they have like the traditional sell stuff that I'm the info product world understands really well but a lot of times other businesses don't the ones that do well are the ones that have those things how good coffee have good you're just good sells stuff throughout every single page of the funnel everybody Ryan Daniel Moran here founder of capitalism calm and I'll be your host at the
capitalism conference this December in Austin Texas I'm inviting you to join Azra firestone myself Kimble musk brian lee of the honest company and all the other serial millionaires and billionaires this december not only will you meet these tycoons of business but you'll also break into workshops and have hands-on help growing your business making more sales hiring smarter and even paying fewer taxes while you invest for passive income and long term wealth as a result of attending this conference you'll walk away with the roadmap of what it looks like to grow a more profitable business stay
ahead of the curve and also invest wisely so that your cash flow and your net worth increase over time and your tax burdens decrease over time I look forward to seeing you this December in Austin Texas at the capitalism conference are you finding that any models right now work particularly better than others or is it still like video sales letter to traditional upsell flow with either affiliate traffic or solo ad traffic or is it more of are you seeing tripwires takeoff is there any particular model that you're seeing be more of a pattern near the
top of the people who are doing really well yeah I would say probably two-fold I'd say webinar still are such a huge thing even for like non in full product businesses we see people having webinar selling bundles of like you know backpacks with stuff in them you survival you know things like that and then also yeah like low ticket stuff I think the low ticket stuff works so good the higher ticket stuff does well and I think the reason why is because so much money is made but more people spend more money on advertising and
still be profitable which is why the swimming those they're at the top of our of our list of a profitable funnels and the second thing is the low ticket stuff because those are the easiest to advertise like our you know tripwire I already want to call it the lower ticket stuff that have really good front end stuff like those are the two I've seen it we've seen a huge shift away from my good traditional video sales letter wait less of that then you know four or five years ago like there wasn't a way to buy
something that a video sounds better for the most part nowadays I see that way less it's usually really good like products you can explain vast like a Billy Mays type product you know like fast who's gonna grab a flashlight or a knife or a book or somebody that which is very fasting and send you up to something or where it's like an event based thing where there there's some higher ticket things I can spend more to to drive people into it so basically the two extremes you have a lead acquisition to a high ticket funnel
or really low in order to get them into an upsell chain is that correct yep interesting look at that way that's interesting yeah yeah that is really interesting so Russell where I want to go next is you seem to be all over the place meaning like you have clickfunnels you have your personal brand you put on events you're you do podcasts how the heck is it that you are able to run a tech company an education company I see your Facebook ads everywhere you're it seems like you come out with a new funnel all of
the time how the heck are you able to get so much done now writing books as well good question and I'm not drinking coffee I think oh I know it's it's honestly it's because we have built such an amazing team of people and I've heard you talk about in your podcast to like it's the people it's that like I think going from 0 million bucks is like the idea going from a million to 100 is like the people and the organization and the structure right because if you look at this like you know I had
businesses that did you know 1 2 3 million dollars a year of mobile times prior to this and then I always just stuck about that level it was because like I was doing the selling and this and that and I was telling the programmers what to create and I was like monitoring and I was tested in like I just got stuck in these things physical problems is kind of structured from an internal company standpoint I got where my co-founders Todd who and then we have another partner we brought in called name Ryan they were the
tech side and like Todd is a good enough he's an amazing marketer like us so he understands like what the market wants and he understands what's good what's not good like and so he just he drives that whole thing I don't distress about that all Ryan technically understands things and so between Ryan and Todd and then program team like things just happen and I'll throw over things like hey I want something desist and they can do it but halftime like Todd's like oh I saw Agora did this it's really really cool to be built in
the click throws I saw this happened over here and I would really like this and that he's just pushing the development of that so I don't to think about that at all and so the text I just just works and then there's like the operations which for me stresses me out I've had business in the past where I was interviewing all the people every month I like all this thing tonight I struggled with that now we got Branco Peter to my team who he handles the operation he hires fires interviews they all that stuff so
it just happens and I just like I need someone does this for me and he'll find like the rock star tonight here you go and then I can start running and so there's other pieces as well but it's just we're really good like protecting me from the things that I really stress out about and it's like hey Russell easier things like it's about connection with the audience right so like and for us now it's like because we're Haiti more and more critical masses like we have to find different places to penetrate to get into people
right so it's like Facebook like it's hard if you're in our world to not see us on Facebook that we Sacher that really really well would you really good on a podcast and then like YouTube's our next big one like it has a huge world that we're not penetrating at all so we spent the last four or five months trying to figure out YouTube in by you to focus on cool front end things to bring customers in and I love it do you think that you're lucky in that regard because you found really good people
or is there something strategic in how you built it because you were not always running a hundred forty-seven million dollar company yeah you know definitely luck has a lot to do with it I'm also just you know avenues now I think it's my 14th of 15th year and there's been so many sighting you've got just before somebody cycles like people and teams you build and they crash building crashed like every like up and down in this journey like the diamonds in the rough have stuck with me and so it's like as a team we've gotten
better and better and better and better and better for me too I'll find the team we built 10 years I could have done it but like Brent I met 10 years ago he drove my team way back again he's gonna be ever since you know John came in runs all our ad department like he came this was like all the all the ups and downs in the crashing and burning and you know the successes and failures of business but through that that process is where all these people started immersed emerging and then we just gotten
better and better as a team and that's kind of how it involves so I think yeah definitely Luck's tied in there but also she's just what do they say like kissing a lot of frogs to find your prints like that whole thing you know I could go with you people till you find that the rocks are gonna keep him close yeah I mean you're one of those few people out there that seems to have been okay learning through the bumps and the bruises and the right hooks and the left hooks you know without taking on
venture capital and just being okay getting better and now exponentially better over time I know that I experience a whole lot of frustration when I feel like I'm not moving as fast as I feel like I should be after you know more than a decade in this game or not attracting enough of a player talent or you know not getting to that level I've broken past ten million you know I know I know how to take it coming into ten million I don't know how to take it beyond ten million or I have never done
it at least so I'm selfishly curious if you've had those moments of frustration or if you were just okay trudging through it in knowing that you would you know break out at one point asking question tons oh and I got a bad day as an entrepreneur Oh Russell yeah yeah I've crashed and burned my company at least twice that would really really and our last we do big event here in our last one I did a whole like 90 min session going through like all my failures like the crashes because most people you know as
entrepreneurial highlight-reel all the time but you never get here like the other side of it and so like you know we built up a company to 100 employees and doing well from a revenue standpoint and horrible from a profit standpoint I made a little hiccup and then holding imploded and like like it was painful I had friends and family members walk out on me and they definitely not all sunshine and roses I think for me it was like you know this is like it evolves like it was we ten years ago it was going this
direction but it wasn't it wasn't this right and it keeps evolving and kind of course correcting him back and forth but it big he's like I think I believed in what we were doing so much that like that's that's what drove me you know like probably you know eight to ten years ago was the first time I started in some marketing coaching stuff I was doing that and it was funny because like we bring people our office um soon for a whiteboard we map out funnels we design structure follows people and send him home and
then they know what to do because they couldn't hire people to do those things right and then after our company collapse the coaching business collapsed we went back and I did the business against we launched supplement funnel we launch weight loss econ like we did I come dating coupon a whole bunch of like different funnels and just guys back into the business and like we loved it and it was like look for me I just wanted to talk about structure to show people like that would got me so excited so we came back and started
coaching again and that's without timeclick for him to start building at it was just like there's this natural progression of like the thing that we believe and I got and ten years ago I was so excited about the marketing stuff like I was talking about to everyone then that's why I got into the coach initially it's just like that's so much belief and passion that thing that that's what like kept driving me I guess despite like bankrupting a company twice yeah I didn't know that piece of the story so I appreciate you sharing at this
point now that you have come out on the other end of it and I think a lot of people would say he came out of nowhere and you're like you have fifteen years later do you have something that is driving you what is the future that's bigger than your past that keeps you moving in that direction because plenty of people would have exited at this point or they would have they would have said I'm done or they would have collapsed it for a third time so what is carrying you through that first off I'm hoping
not collapse is a third time socially no it's funny when we launched clickfunnels three years ago we had this we talked about like what we sell this thing for me I like this number in our head and we got off for last week that was like almost 20x what that number was and we said no I can't we said no this like three years ago would be kicking our butts and like the person who said no but it was like I think we have this abilities I have this feeling I know Todd is this feeling
like I think we're like 45 maybe 50 percent of the way complete on our vision what we're trying to create and I think that when we get the point right we're done like it'll make sense to exit or whatever that thing is but there's something that we don't think it's complete yet and I don't know why or what exactly it just feels uncomplete and it's interesting like for me from a mission standpoint whatever you want to call it like I remember when we were selling like we had ourself in the company right we're selling supplements
it was a diabetic neuropathy supplement so people would take us that we're going through pain and they take the pill and they'd feel better and I was like I love that cause like now we're helping all these people it was so cool like that's what entrepreneurship is right like you create something you give it to someone and they it makes their life better and then you get paid for that it's like it's like so addicting as you know right and so I love that then it was cool to transition over to click phones what we're
doing here it was like if I helped an entrepreneur to get their message out and help more people like it doesn't like it's not like one person whose feets don't hurt anymore it's like that entrepreneur could touch a hundred or a thousand or a hundred thousand people's lives one of our huge success stories and clickfunnels is on Brandon and Kaitlyn poll in there in the weight loss market she helps women to lose weight and their funnels just blew up their women at day signing up for the weight loss program these women are losing tons of
weight and it's changing the light it's like I see in my face looks a story everyone is entrepreneurs who are doing they're going out there changing it and if I can find another video maybe there's someone I'll connect with it'll bring in that person effect hundred people's lives or thousand and like so for me that's the passion that keeps us like just running forward because it's just like we're seeing the result of what these things we're doing are having on the world and on people and and it's just it's exciting so think if and when
like that gets boring or you know whatever like that's when we probably look at that but right now it's just like so much fun if we were to sell we talked to us you know before the podcast like we were to sell like it the next I don't I do the next day I'd be like huh this is my dream business I don't want to just build another one I don't know be hard I hear you so let me ask you this though the typical person who listens to freedom fast lane runs about million dollar
business and is still a fairly small team one two three people and I know that that pivot from one to ten or one easy even five can be really difficult a lot of people get stuck there what advice from your experience from your 15 years of experience would you give to someone to get from that one to that next level that breakout leather brother it's five or ten and being a business that's bigger than one or two people my first point eight years this business thing I was very thankful entrepreneurs can have big egos just
cuz it's like the DNA we have right we feel smarter or whatever so that's why we're doing these things and if I was very like I was hiring people I was always hiring I got always hiring people and I was always trying to like finding discounts of the good people who are gonna work for a little and all these ten things like that was my my motivation or my motivation so I was like quit it and I think that's a huge part where like kept us from growing if I was a start a company from
scratch today that I've read so I wish I could find the article goodness it talked about how I can a player is worth like thirty two hundred times more than a be player and I've seen that like I've seen Todd my partner clicked on some bill clip phones I've seen him do in a weekend we just take our tech team of six people here in the States six eight months to do it's insane when you get the right people and I would step back I would say I wouldn't look for like a discount or good
you know whatever I be like okay I need three or four or five people that are like not just offenses on we're like the best like I want eight players so I probably can't afford right now I want to a player and then I'm gonna I try to find those people and instead of like trying to employ them and like all those kind of things I've tried to find people who who have a belief or they they call an eat what you kill mentality like one of my first mentors chalant Iyer organization had about 150
employees and there's organization everybody was paid based on percentage of sales from the support person to everything else so he's like it was cool because we all were in this together it wasn't like the entre making a bunch of money I mean else it was you know like working for them it's like he's like we're all together site so when we had small months we all got small to big monster I've got big chefs is they kept everybody like anxiously engaged in this thing and I think if I was to start over I would take
a team like that and try to find okay who would like I need a tech person like who's the best I can find who believes this vision could be willing to Piku exchange for a possibility of more like and build a super entrepreneurial team like that of rock stars and that's that's how I would probably do it and would you just put together the vision of your next thing and share it with those a players and find the one that was the fit and then kind of build that culture again 100% I would I would
the same way that I would go and craft a presentation to sell my customers my thing I would craft a presentation to try sell my dream my dream partners on whatever the thing is I wanted to do well I want to share with you Russell how you have impacted my life just publicly because what you just said kind of comes full circle here because one of the things that I have struggled with was really finding my voice and message that resonated and was clearly articulated like as an entrepreneur I have at my head I get
so excited about it and then somebody asked me to share it it takes me more than a minute to describe it which is a problem if I don't have a rallying cry that gets people to say heck yeah within 10 seconds like entrepreneurs solve problem that's problems that government causes and that's what I believe and that's what I stand for and if I can't clearly articulate that in less than 10 seconds we have a problem and what you gave me inside of experts secrets was the ability to share that and in.com secrets you've given me
the ability to monetize that message and what you shared with me today is that when you do those things you're able to attract the people that resonate with that that are the eight players that can take you from ten to a hundred so it's the message and the idea that'll take you from zero to one it's the monetization and the scale that they'll take you from one to ten and I think it's the people who resonate with where you're going as a result of doing those things that will take you from ten to a hundred
and beyond so I think you just gave us the playbook to go from zero to a hundred million in 30 minutes that's awesome yeah we talked it's funny with marketers here we talk about like going zero to millions all about the what and Hallett what are you selling how you sign figuring out that like the messaging and the product and like the right thing the market actually wants and always said that you know you hit that because as soon as you get the right what the right thing people want and then you figure out like
how to sell it the right way you go from zero million dollars like yeah I get super super fast that's you know like boom we got the what now and then it's like boom now is transition and it's the next pieces of scaling which it's funny cuz this different skillset which I didn't believe that I heard people say that when I was yeah I've grown coming I did believe that and I look back now and you know it's eight years stuck between one and three million dollars and it's like huh alright well Russell I so
appreciate what you're doing in the world I will support anyone who's creating other entrepreneurs who are self-sufficient who are making a difference in the world and you are doing that where should people follow you or find you besides everywhere besides the internet well I say the part of the best places I'm gonna grab the books first like go-to expert seekers calm and grab the book it's free plus shipping or get on Amazon or whatever but I guess the best starting point for people because I think it's the most important I think finding the message and
figuring out that is like the most important critical piece and spike of sometimes people tell me like the name expert secrets was the wrong name for the book or whatever that's you know we I titled it on purpose you know for a reason that whatever but like it's all about like finding how to position whatever is you're selling and understand yourself as an entrepreneur and like being okay to like step into that role because like I wasn't a born leader I wasn't I know you know I struggled in school I wasn't charismatic I know those
things came to me it's like I like I could give myself permission to go figure those things out in the book wool did you know kind of walk you through those things and help you figure it out it's the journey that I've been on for 15 years and hopefully it helps you know helps your Olly ensure cut that success and get him in a lot faster well I appreciate it man thank you for what you're doing in the world keep on changing the world and we are proud to support you here at freedom Fastlane awesome
thanks for having me I appreciate it so let's recap what we learned we learned that even if you're selling a boring physical product that it really helps with profit margins it really helps with attracting the ideal customer to have some sort of a face a mission and a message behind your brand we work with our students inside of the tribe on this so if you're selling physical products successfully but you need to grow bigger head over to freedom fast lane calm such tribe and apply to get inside of our accelerator we also learned that you
can build a funnel that you drive traffic to to give you a second place to get customers and it doesn't need to be super complicated and Russell went into the three areas where you can 6.x your return on your ad spend which is an order bump an upsell and a down sell pretty awesome stuff and he talked about how the real companies that grow big have a mission a message and as a result they attract a level talent I had a really great time interviewing Kevin and Jeremy from nested naturals on the podcast that talked
all about how they were able to attract really high quality people specifically by leading with that mission behind their brand they have exploded over the last year as a result of being inside of our back room they joined us when they were just at a million dollars or so and they had at least 5x I think a lot more than that and now they're building towards a hundred million dollars if you've crossed that million dollar threshold apply into our back room over at freedom fast lane comm slash back room it's all about getting you to
ten million dollars and above and being prepared to sell because we have connections to private equity groups we have connections to investors who want to buy these really good companies now all of these people the entire back room Kevin and Jeremy are leaving a session on culture we have some of my mentors and and confidants talking about attracting a-level talent about building a mission and a message behind your brand is all gonna be available to you at the capitalism conference this December in Austin Texas not only you're gonna be cozying up to people who have
built billion-dollar companies but you're gonna break into small breakout rooms and you're gonna get tactical help on actually implementing this stuff that we're talking about I'm working with Russell's team to put together a clickfunnels workshop or at least a funnels workshop so that those of you who sell physical products can actually start building your funnel while you're in Austin Texas this will be the most profitable three days that you spend on your business this year some people are gonna coast into the end of the year and some people are gonna double down and kill it
as a result so get your butt on a plane actually take your thumb over to the capitalism conference calm reserved a VIP or an elite access pass so that you meet all of the speakers and then get on a plane this December I hope to see you and everybody else there can't wait to have you I'm really proud about what we do here I always appreciate your support here on the show if you enjoyed this episode share it with another physical products owner who you know wants to go bigger diversify their sales channels have higher
profit margins and attract a level people they will benefit from hearing this episode with Russell thanks for listening to freedom Fastlane I'll see you guys on the next show [Music] [Applause] [Music]
