Creating a Movement: How to Build a Brand That People Follow for Life | #Marketing - Ep. 09
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This is the Russell Brunson Show.

What's up everybody, this is Russell. I am so excited to be hanging out with you guys today. I am actually less than 24 hours, I think I'm like 18 hours away from jumping in a plane and flying to Las Vegas, Nevada for the last ever Funnel Hacking Live. And I've been sitting here all day today, it's a Saturday, working on my slides, getting things done. And I thought I want to jump in and do one more podcast episode before I head out to kind of share two things that I've been thinking a lot about that I think will have a big impact on you. And both of them have to do with what are the things you have to do where you have to create what you have to have if you want to build a movement.

If you've read my book, Expert Secrets, I talk a lot about building a movement. Not just having a product-based business, but having a client-based business, a customer-based business where you are gathering your customers together, you're helping them, you are serving them, and you're creating an actual movement. When we launched ClickFunnels a decade ago now, that was the goal, right? The software's called ClickFunnels. The people were called funnel hackers, and the movement is what we created to take all these funnel hackers and help them to grow their businesses, to change their lives, to

And that was kind of the initial vision, the initial goal, what we were doing here inside. And so as I was thinking about this with, again, this is the last ever Funnel Hacking Live. We're about to do our last big event. We have more tickets sold for this one than any Funnel Hacking Live in the past. It's going to be insane. It's also the last one, which I'm not sure if I'm going to emotionally be able to handle that. It's going to be kind of crazy, but that's what's happening. And so we are literally flying out to go to do that. So I was thinking, well, I was,

For preparing, this event, I actually have 11 presentations I'm doing. So I'm working on presentations, and my last one is like, what's next? What's happening? Because everyone keeps asking, why would you cancel this event? You have the most successful event in the industry. Why would you just turn it off? And so I'm going to talk about that. But I wanted to step back because the things, I don't know, it's just been fun. A lot of my presentations, I'm going back in time and thinking through the different

the last decade, what we did and why we did it and the reasons and the ups and the downs and the pros and the cons, the things I did that were smart and the moronic things I did thinking I was smart and finding out later I really wasn't. But there are two core things that had such a huge impact on this, on this business, on creating a movement instead of just selling a product that I want to share with you guys today. So, and partially the reason why I'm sharing this with you guys is because, I don't know, I...

Yes, business is great. Making money is great. But the reality is like I, and you guys have heard me say this before. I say it a lot, especially when I'm on stage, but I believe business is a calling. I believe that each of you guys have been called by God to serve a group of people, right? It's contribution. Like there's a time in your life you go through growth, right? And you guys know when you go through growth, there's the pain of that, right? There's

There's positive pain, like I think about when we go into the gym, you lift weights, you're sore, and there's positive stuff like that. There's the positiveness of you're building a business and it's hard, and you're tired, stuff like that. There's also a lot of negative things, the problems, the issues, the headaches, the people stabbing you in the back, the stuff that's painful. But through that process, you've been growing. And so that's the first half of business, the growth side. And you went through those problems, those issues, and the reason why you went through them

is because you learned something. You learned now how to serve someone who's just like you, right? I think about business all the time. I talk about how business is contribution, right? You have growth and then you contribute, right? And contribution is now going back to the people who were just like you five years ago before you got started, right? You're taking all the lessons you learned, both the positive, right? The pain that you got going to the gym, like the positive pain, but also the negative pain and the trials and the, and like,

the issues you went through, and you learned through all that process. You came out the other side unscathed. Maybe you're scathed a little bit, but you came out the other side as a better person, right? You grew, and now your business is about contribution, going back and helping those people. And those are the people I'm most passionate about serving is the people, the entrepreneurs who are doing that, right? Who are in that phase of the business right now. And so, yeah.

And that's really what I want to talk about during this podcast is like, not like here's how to start a business, but like if you actually want to build a movement of people where you're going to find these people that God's called you to, to, to, um, to help, right? You're going to gather those people together and get these people are people who are just like you five years ago. You're going to gather them together and you're going to change their life. How do we actually do that?

There's a lot of ways to do it. There's a lot of things, but there are two core ones that I've been thinking about a lot today that I want to share with you. I'm just going to jump right into them. The very first one, and this is interesting. I remember I have my category, King's Group, which is $150,000 a year. We had some guys coming in and they were asking specifically,

about like, should I write a book? Should we not write a book? And I remember I shared something just kind of as an afterthought. I wasn't thinking about it. And then like a month later, I saw it on their podcast, their Instagram channel, that it was like one of those big mic drop moments for them. And I was like, oh, it kind of is. And so they asked me, should we write a book? When I told them, I said, if you think about it, every great mass movement throughout time and history always started with us.

Okay. Think about this. I think about, um, at least the major religions that I know about, right? I think about Christianity. It led with the book, the Bible. Boom. Right. Think about, um, the, again, I'm Mormon. So the Mormon faith, right? It started with the book, the book of Mormon. You think about, um,

you know, Christian Islam, like every, every major mass movement started with the book, right? When I launched the click funnels business, we had click funnels, we had the software. And luckily at the same time, I was writing a book with my thoughts and ideas about how to build funnels and boom on the backside of launching click funnels out came.com secrets. This was the book that let started the movement, right? I remember we launched click funnels. I think it was like a September. We launched, we did an initial launch in, in like, uh, during the summertime and

We let a group of people in and closed it down. And then in September we did the official launch. People started coming in. It was crazy. People came in and they used the software. It didn't stick. We couldn't get people to stick. We couldn't get people to sign up. It was tough, right? And this is the time where I'm thinking about creating a movement versus just selling software. In fact, I had this really cool experience. Some of you guys know David Fry. He's one of my friends and mentors. And David was in a network marketing company with me at the time. There's a company called Send Out Cards. Some of you guys may remember Send Out Cards. But

But I was in this company and I'd never, I'd promoted it, but I'd never actually, like I'd never actually been to an event. And Dave was like, you have to come to an event. You have to see what this is like. And so I come to this event. It's in Salt Lake City and it's a three or four day event. I'm sitting there and you know, I'm there, I'm used to going to marketing events. I'm there with a pad of paper, you know, a Dan Kennedy event. So I'm there with a pad of paper, ready to take notes. I'm sitting there the first day and like, first people get up on stage, they're telling their story and then they're crying. And then next people get on stage, they're telling their story, they're crying. And then someone gets up and they get an award and then someone else gets an award. And I'm like,

what is happening? I'm like so confused. Like day number one, no notes. Day two, day three. And by the day three or day four, I remember Dave leaned over and he's like, do you see what's happening? I was like, no, I have no idea what's happening right now. And he goes, they didn't create a software company. They created a movement.

And it was like the, ah, boom. So for me, right, fast forward a year later, I've got this new software company called ClickFunnels and I'm trying to figure out how to sell as a SaaS company. I'm looking at what are all the big SaaS's doing. I'm trying to model them, right? So we're funnel hacking these SaaS companies and we're struggling. Nothing's working, nothing's converting. It's too expensive to acquire leads. Everything was just not working. And then all of a sudden that light bulb hit my head from David Frye like,

Like they don't have a software company, which it was sent out cards to software. Can we log in and you type thing, you click send, it sends a card to somebody's software, right? It's like, they don't have a software company. They built a movement. And I started thinking, Oh, that's the difference. How do I build a movement? Right. And luckily at the time I'd been writing this book for a decade. This was like for me at the, you know, the decade prior to click funnels, I was, I was learning these principles. I was doing them. I was having so much fun building funnels and trying these things out. And I was going to these events and teaching and talking about it and sharing what was happening. Um,

And so I remember, um, I started like, I always wanted it to write a book. In fact, I remember it was, it was, um, man, it was almost 10 years. It was like 10 years before I ever wrote dot com secrets. I was in an event and, um, uh,

And it was Arm & Mourns event. And I remember they kept talking about writing your own book, writing your own book. And then I remember David Hancock, who owns Morgan James Publishing, he was there and he was like, Russell, you should write a book. I was like, I should write a book. So I paid him to help me to write a book way back then. And then I remember, see, I met Brendan Bouchard the very first time. Brendan was kind of new in the industry, just like I was. And he had just written this book called...

Life's Golden Ticket, and on the front of the book there's like this really cool, what's it called, like a circus tent on it. And he told me, he's like, "Yeah, I sold the book." And people start reading it, and then I do these events, and they're in circus tents, you're displaying the whole thing, and I'm like, "This is so cool, I gotta have a book."

And so that was my thought. So for 10 years, I thought about a book, kept thinking about it, kept changing the title and changing it back and forth. But it took me a decade to finally sit down and like, okay, I'm gonna write this book. So I sat down and finally started writing it. I took a decade of my life, all these things I've been learning and studying and practicing and trying, right? All the funnels in the front end, the back end and copywriting, like just everything. And I put it into this book, right? And this was not like,

a fast little thing. This is a labor of love. Like I spent, man, two years or so researching, writing, putting it together, rewriting it, all this stuff to make the dot com secrets book become a thing. Right. And, um, so again, click photos launches in September. I think that the dot com secrets book launch was in February or March. We're like within first four or five months, uh,

Boom, we launched this book and this book created the movement. People got it, right? And it's the doctrine or the dogma or whatever you want to call it, right? So we got the book, they read it and they're like, oh my gosh, now I understand what Russell's trying to tell me because I read it inside of a book, right? The book gives them, again, the initial, if you think about this from a religious movement, it's the doctrine, right? Here's the doctrine of like the belief system that you and your following, your movement has, right? Something they can read, they can talk about, they can like get behind.

which is another reason why it's very important to write a good book and not a crappy book. So I'll leave that for, I'll go on a rant there here in a few seconds. But this book became that. So we launched it out in the world. People started reading it. We sold over 100,000 copies and it became like the foundation for this movement. People to read it, understand it. And now they understood what we did, what we thought about, what we were teaching. And all of a sudden, like that was the first foundation point, right? And so the first of the two things I want to share with you, number one is,

like if you want to create a movement, you've got to write a book, right? The book is like, again, the doctrine or the dogma or the,

whatever you want to call it, for your people, for your movement, for your following, for the people you are bringing into the world to be able to help them. They have something to look back to. This is what the truth is. This is what the foundational core principles are. What's up, Funnel Hackers? I want to talk to you guys about a challenge that every business faces, including mine, and that is finding good people to hire. For the last few years, we've been using Indeed to find the right hires in every one of the different departments inside of our company. Now think about this.

You've built a successful funnel, your business is scaling, and now you're wearing all of the hats. Does this sound familiar? This is the path that most entrepreneurs go on. So at some point you need a team to help you keep growing, but finding the right person can be very overwhelming. It can be a huge pain. And for me, it's not something I love to do. That is until we found Indeed.

And here's why I love it. When it comes to hiring, Indeed is literally all that you need. Their sponsored job feature is a total game changer. It pushes your job listing right to the top of your ideal candidates page. It's literally like having a billboard right in front of the dream person that you are trying to hire. Indeed not only works, it's also fast and it's flexible. There's no monthly subscriptions, no long-term contracts. You only pay for results. In fact, to show you how fast this is, since we started talking a few seconds ago, 23 people have already been hired on Indeed.

That's the kind of efficiency every entrepreneur dreams up. So don't wait and build a team that will take your business to the next level. Go to Indeed.com slash clicks right now and get a $75 sponsored job credit to boost your job's visibility. That's Indeed.com slash clicks. Start hiring faster and smarter. When it comes to hiring, Indeed is all you need.

Funnel hackers, I want to talk about something that could literally save your business. If you're like me, you're constantly logging into and out of funnels. You're handling customer data, you're managing transactions and doing a ton of other business things online. But did you know that without a VPN, all that data can be exposed? That's a hacker's dream, not a funnel hacker, the bad kind of hackers.

That's why NordVPN is a must-have. It encrypts all of your data so that no one can steal your passwords, spy on your transactions, or track down your browsing history. And listen, I know what you're thinking. But Russell, VPN slowed down my connection. The answer is no, not with NordVPN. It's the fastest VPN in the world, which means no lag, no buffering, just smooth, secure browsing. And here's the best part. NordVPN isn't just about security. It's also about freedom. Have you ever tried to watch a show or visit a website only to get hit with the not-available-in-your-country message?

That's happening multiple times. I'm overseas trying to watch a UFC fight drives me crazy, but with 7,100 plus servers in 118 countries, you can switch your location with one click and get access to the content or the UFC fights that you want from anywhere in the world.

Guys, don't wait until it's too late to get the best discounts off your Nord VPN plan. Go to nordvpn.com slash secrets. Our link gives you four extra months for free on the two year plan. And there's no risk with Nord's 30 day money back guarantee. Click the link in the podcast description and lock down your security. Now I'm going to go into the rant about writing a good book. Um, I want you to understand like why I'm not a big fan of like, Hey, how to write a book in a weekend or have AI write your book or whatever. Like

In fact, I'm mildly obsessed with books. You probably noticed this. Just my background, if you watch the videos, there's a dozen or so books. But in the last three years, I've bought over 18,000 books, most of them first editions, rare books. I'm obsessed with books because I know what it takes to write a really, really good book, right? You can never, I don't know, maybe someday AI will get smarter than all of us. But for me to write dot-com secrets, expert secrets, or traffic secrets, the writing of the book

was the most painful thing I had ever gone through. It gets so painful to write a book. But by going through the process of writing and thinking and putting things together, all these insane, like, the process of writing the book is where all these insights, these ideas come. Like, they all start, I don't know how to explain it other than

When they first start writing a book, there's always these siloed ideas. And you start writing a book, you have to put them together. And when you do that, you start seeing these connections and these interactions that never were there before. That's why when people are like, oh, I'm going to have AI write my book, or I'm going to speak on stage, and then someone will transcribe and turn it into a book or whatever, it's like you

you're missing it. Or even a ghostwriter. Cause like the, the magic of my books came from me like two in the morning, like wrestling between two or three different concepts. And all of a sudden it's like, Oh, this thing appears. And you're like, there's the answer. And also it makes the book make sense, right? It's like you have to earn a book. You have to like birth it. Um, and the reason why it's so important, cause if somebody in your movement gets your book and your book sucks, okay, it will destroy everything quickly. In fact, I'm not going to say the person's name. You guys, a lot of you guys know who he is, um, or who this person, I should say, I said he now cut it in half. Um,

But when I first got in this world, this person wrote a book and they kept talking about it. And I was like, this is so cool. And like, that was the person I could, that's the person I'm plugging into. This is my guru. Right. And they wrote this book. They did a big product launch around. It became an Amazon bestseller, all sorts of stuff, wherever I buy the book, I get them out. And I'm so excited to read this book. Like I'm pumped. I'm on fire. Like you have no idea like how much I anxiously waited for this book. Cause I pre-ordered it while they're waiting for the pre-launch. Right. And then they shipped it and book shows up. I remember getting it. I was like,

I was so excited to read it. And I, I like blocked out time. I was sitting down, I was going to read it. I was going to study it. I was going to devour it. I'm going to like understand what's in this, this author's brain. And like, it'd be in my brain. Right. Uh, it's like Tony Robbins calls it a decade in a day. Like a book gives you the ability to compress a decade of an author's life into a day and you can just read it. So I get the book, I sit down, I still have it on my shelf. I know exactly which one it is. Um, and I start reading the book.

And it was horrible. It was like he had taken some teleseminars he had done, transcribed them, threw in a book. There were typos, there were misspellings. It didn't go deep. There was no, it was just like surface level fluff.

And I remember I read that and I lost all respect for the person. I stopped following, so I listened to him and I was just like, that's it. Um, you don't want that happening. So get your book, right? You need to give them the insights, the stories, the way that's how you create a really, really good book. Okay. Um, if you do that, that's one of the core things about creating a movement, right? So step number one, like if you want to really do this, like what are the foundational thoughts, beliefs, principles, things that you have that you believe in, you can take and actually put into a book. Okay.

and create something that's really good. Again, like Dotcom Secrets, I'm proud of this book. I bled for this book. It was so hard. For me, it takes me about two years to write a book on average. That's how much time and effort and energy I put into it. Obviously, I'm not, in fact, it's funny, my first two books, I went with kind of a smaller publisher, and then my third book, I went to Hay House, which is a bigger publisher, and remember, we did the contract negotiations. I wasn't paying that much attention, signed and thing, and all of a sudden, like a week later in the mail, I get a check for a whole bunch of money, and I was like,

"What is this for?" So I messaged them, I'm like, "Hey, I got a check, I haven't sold any books yet, "what's this for?" 'Cause I'm an entrepreneur, I'm used to, I eat what I kill, right? I go kill something and then I get fed from it. For me to get money before I'd written the thing, it was so confusing, and they're like, "Oh, that's your forward or your advance." I'm like, "What?" I'm like, "Well, what?"

What if I don't sell any books? How does this work? I need to pay it back. I was all stressed out. And they said, no, typically when, when you sign a book deal, um, the, the, uh, you know, the publishing house gives you enough money. You can live for the year. So you don't have to work. So you can actually write the book. And I was like, Oh, that's how it works. Cause for me, I'm working eight hours a day running click funnels. And then I'm like, you know, five or six, seven hours a day as a dad and a father. And then I got like two hours at night in the morning where I am, uh, writing my actual book. Right. I was like, I didn't know that's how it worked. Um,

Anyway, I probably should have done that because I would have gotten the books done a lot faster. But for me, it's a longer process. I take a lot of time, but it's like, again, I'm trying to figure out those insights. Like I had someone recently who wanted to help co-author a book with me. I started down the path and I was just like, this can't work because...

Like the writing of the book is how I discovered these principles by me being willing to go into the pages and into the work and do the stuff. That's where I believe God started implanting ideas and thoughts into my head that made it actually become something amazing. Had I just tried to go the easy way, the cheap way and had AI or ghostwriter or somebody do it, it wouldn't have been the same. Okay. So that's the very, very first thing. All right.

Okay, now while we're sitting here, you guys, just so you guys know, before I jump into number two, I got this cool new setup in my office. In fact, I'm gonna show you, I'm on a gimbal, I got a couple cameras here. So check this out. The way I do my work, I've got three different monitors here. I just have to have a lot of monitor space to work. And then right here, I have my camera. And I don't know if you can see it or not, it's gonna be kind of weird here.

because the gimbal is gonna want to see my face. Actually, let me see if I can flip this around. So I got a teleprompter right here, which is really, really cool. And I can put my notes here. If I'm doing a Zoom call, you know you do a Zoom with someone and you're looking down and you're trying to look at them because you're looking at their eyeballs? Now I can pull up into this thing right here and then I can talk to the person and have eye to eye contact. Anyway, I'm really, really excited. And the other cool thing is...

I have a couple ads that I wrote for our stuff and I can't remember in the past because I'm looking down in the ad and it didn't work in the video. But guess what? I got a teleprompter now so I'm gonna read two ads just for my own products because I thought it'd be awesome. So the very first one is for a company you may have heard of called ClickFunnels.

Now, obviously, if you want to sell stuff online, you're going to need a good funnel. But if you want a great funnel, then you're going to need to use ClickFunnels. ClickFunnels is the number one funnel builder in the world, helping more first-time entrepreneurs to leave their nine-to-five and to launch their dream than any other company in the world. ClickFunnels was built for the dreamers and the doers, and you can grab a 14-day free trial by clicking on the link in the description or going to clickfunnels.com slash podcast right now. ClickFunnels, because you're one funnel away from changing the world.

How was that? My first ad reach myself. I hope you guys enjoyed it. I know on the podcast I've been doing, we started selling ads over on the podcast. I've been doing reads for other companies. I thought this is way more fun to read for my own. Okay, number two. So number one,

Every mass movement of all time led with a book. Sit down, figure out your doctrines for your people, write a book. It'll change things for you more than anything else you can do. In fact, if you look at this, I've been in this business now for 23, 24 years. I've launched so many courses, so many events, so many masterminds, so many things, and it's crazy because

Um, the only thing people come up to me later on and say, Hey Russell, you changed my life. Your book changed my life. That's the word. It's always your book changed my life. It's never that event. It's never that course. It's never the, like the book is the thing. It's the thing that lasts beyond the life of the author. If you want legacy, if you want to live forever through your words, the book is the thing that actually does that. Okay. Like that's how important it is. Um, that's why I'm obsessed with it. In fact, I remember,

Back in the day I'd do these product launches, see a big spike in sales and it dropped. Another launch, another launch, and we were doing launches multiple times a year, that's how I made our money. We launched ClickFunnels, started getting recurring revenue. It was crazy because it went like this, really small, and it got bigger, bigger, bigger, to the point where every single day I'd check my Stripe app and it's half a million dollars is there every morning before I wake up and it's just like, this is insane. Okay, what's happening? And so then when we do these launches, I do a launch of a course, it's like, boop, you see this little blip. Bloop, like it barely registers on the thing. I'm like, what?

And I would launch a book, Little Blipp. And what I found is that almost anything I launched didn't actually have any long-term impact. Sales, the impact was so minuscule, it didn't actually matter in the grand scheme of things. And the only thing that lasted beyond the launch

was the book. The only thing that lasts beyond the life of the author is the book, right? Think about this. Napoleon Hill, why do we know him? He wrote books that are still around, right? I think about people I know who run huge mega events, right? When they die and those events disappear, so does the legacy. It goes away, right? Like the book is the only thing that outlives the author. So write a book. All right, that's number one. Number two now.

Second thing is if you want to create a movement and be like the leader in your industry, you have got to basically plant a flag in the middle and say, this is the industry event. We are the one. Okay. Funnel Hacking Live 10 years ago.

If you look at the timeline of events, way back in the day there were two events. There was an internet marketing event, Arm & Morn's big seminar, and then there's Dan Kennedy's Info Summit and Super Conference. Those were the two big things happening in the marketing world. Internet version and then the direct selling version. Then eventually Yannick Silver came out with the Underground. That became the second one. So there were two big internet marketing seminars and then the two direct response. So those are events you had to be at every single year. Right?

Fast forward 2008, 2009, economy crashes, events dry up, everyone cancels their events, no events for four or five years. Then they come back, first event happens, TNC, Ryan Dice, Perry Belcher launch TNC, amazing event. It used to be you go to TNC and it was just Ryan and Perry teaching. I love both those guys.

I think I could listen to Perry tell stories for days. Like he's my favorite storyteller ever. And so we'd go to the event because I want to hear Ryan and Perry, Ryan and Perry. And then as it started getting bigger, the event got bigger. They started bringing more speakers and more speakers and Ryan and Perry got less and less and less. And eventually got to the point where they had like 90 speakers. They had all these different breakout rooms. And if you go to the event, you might hear Perry talk once and Ryan talk once. And that was it. And that's when I stopped going to TNC. And I remember that as feeling my feeling as a consumer, I was just like, this is great. But like I came for those guys and they're no longer speaking. It's a whole bunch of people.

And I watched over the years that event got smaller and ours started getting bigger. So when we launched ours, Funnel Hacking Live, there was TNC and they were the biggest. Like I think at the time they were getting like 3,000 people in the event. I'm like, how do I compete with that? I'm like, well, we're going to because I want to create my own version. So I put the flag in like I'm going to create the industry event and it became Funnel Hacking Live. Okay.

Okay. It was, he launched it, did the very first one. We had 600 people at it, right? Second one, we had 1200 and it kept growing and growing and growing over time. Um, and eventually, uh, what was cool is that the event gave us the ability where our people, not all of our people, right? But it's the bottom of the funnel, right? The bottom of the funnel to people who are the most hardcore, that are the craziest, that are the most fun. Like those are the people that came to the event,

So all of a sudden you get the energy of who are the people that care the most and they show up and say, oh, these are our people. And they're just like me. They're obsessed with the stuff. They're high energy. They're crazy. And that's how we built Funnel Hacking Live. Our dream people, the bottom of the funnel came to the event, the best people. And what happened is when they're there, it builds culture, it builds excitement, and those people go out to the rest of the world and they take that energy and they resonate out to the rest of the world. So even though only 4,000 or 5,000 people were able to come to Funnel Hacking Live at a time,

the energy of that when it goes back out, just like ripple effects into the industry, right? So it's such a powerful thing. It brings people together, gives them time to network, to hang out. It gives you the ability to like speak directly to the people and tell them what you're doing with the future. It's like, what's happening, right?

What's up, funnel hackers? Today, I want to talk to you about something that's kind of like a funnel for your finances. There's an app called Rocket Money that my wife and I recently downloaded. We went and added our bank accounts, added everything in there, and instantly started showing us all the subscriptions we were paying monthly for. And what's crazy is most of these things we completely forgot about. Oftentimes, my wife would sign up for something and I also signed up for it. We're paying twice for the exact same service.

It was crazy. So we started using Rocket Money and it changed everything for us. Rocket Money is a personal finance app that helps you to find and cancel your unwanted subscriptions, monitors your spending, and it helps lower your bills so you can grow your savings. Now here's what Rocket Money did for me. It showed me all of the subscriptions in one spot. Our streaming services, our apps, our membership sites, some of which we literally had not seen in months and a couple in over a year. Now Rocket Money canceled the ones we didn't want anymore, saving us hundreds of dollars. In fact,

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I started thinking back about the Send Out Cards event when I got there, right? People were on stage and they had, I remember they had the CEO and the head tech guy get up and show the new features. I was like, okay, we gotta, like, this is the cool thing, right? Steve Jobs at their big event. He'd always come out in his black turtleneck and he would show the thing, right? So like, we needed an event so we could show like what we were doing, what we were creating, right? That's our thing about Send Out Cards, right? They had people who would come on stage, right? People, and they would cry, they'd tell their story. I'm like, that's what we need. Like, we have our members come and talk and share their stories. Right?

And they gave away awards. I'm like, we need to have awards. This is how you create a movement. And so we built an event that wasn't just like every other event. Every other event at the time, there were a couple of versions. It used to be you'd have multi-speaker, every single speaker would get online, get on, and everyone would have a chance to sell. And they called it Pitch Fest sometimes, but that was like how events were back in the day, way back in the day. And then after the crash and it happened again, it was different. And I remember with TNC, they came in and they would run the whole event. They might pitch one thing. Sometimes they didn't pitch anything. They sold a lot more stuff.

like sponsors and booths and stuff like that. And for us, I was like, I don't really want to be in the sponsor booth game. I want to be only people in the room and I want to be able to sell like coaching the next thing. Right. So it gave us the ability to sell our coaching program. Um, it gave us ability to highlight students and testimonials and find out who our people were. Uh, so we could go find those people and then later go to their homes and film them telling their stories and all sorts of stuff. Right. Uh, like it just became the thing, like having the industry event. And so for you, if you really want to create a movement,

after you've written your book, the next phase, like, you need to create an event. You need to be planning the flag and like, this is the thing, this is my event, this is where people in our industry go. Even if like,

you have no right of saying that initially, right? Like we didn't. We have TNC, you have three to 5,000 people at these events. We get, you know, first one, 600, right? They were way bigger than us. And we kept trying to get bigger and trying to get bigger. And eventually we got a spot where we were similar. Like we were three, 4,000 people there, three or 4,000 people. And then COVID hit, right? Everything collapses, shrinks down. And then right after COVID, we both launch our events again.

I didn't realize this when we launched it, but it just happened. Like, theirs was week number one, ours was week number two. I was like, oh, man. And, like, now we're competing. Now people got to pick. Like, we're going this one or this one, right? And so they do their event. So I'm home. It's just like this week. I'm here doing slides during the event, and TNC's happening. But we sent much of our team down there to go check it out. And it's crazy. You look in the ballroom. It was set for, like, 3,000 people.

And during the opening keynote, there were about 30, maybe 50 people in there, maybe 100 people. And my team would send me a video. So I'm like, this place is empty. And I was like, oh crap, we're in COVID. People are not gonna come to events. Like we just saw that. I was so scared. And for us, like we spent so much money.

It could have been really bad for us if people didn't show up because there's a lot of money that goes into events. There's a lot of things that you guarantee the hotel, like a room block, how many rooms you can, it can be a really expensive learning lesson. Anyway, but because the people that came to the bottom of our funnel, they are the crazy ones, the 1% crazy, the funnel hackers, the most insane people, right? One week later, we go to ours and it was packed.

From back to front, wall to wall, it is packed. And it was crazy. And I remember, I can't remember if it was that fun, like in life or the next one. It might've been the next one, but Perry Belcher spoke at it. And then Perry messaged me on Messenger afterwards. He's like, congratulations, man, your event won. And I was like, I knew we were competing. I didn't know he knew we were competing, but he said that. And I was like, like for me, I was just like,

we became the industry event. And what, how do we do that? Right? It's like coming back and it wasn't just like, let's make a convention and boost and speakers. Like let's create a movement, right? Like let's look at how network marketing, let's look at other ways. And how do we, how do we bring those things in to make something that's really, truly special and different. Um, and so that's what we, um,

That's what we do with Funnel Hacking Live. Now we're 10 years into it. This is our 10th. Technically, it's our 11th one because we did a virtual international one six months ago. Technically, it's our 11th. It's our FHL 10, the last dance. It's weird because people keep asking, why would you stop this? You're the industry event. You're the biggest one. Why would you stop this? It's weird because we're stopping ours and our TNC got canceled this year. They shut it down. Grant Cardone's got a huge event. This is his last year. It's kind of weird.

Um, all of us are kind of ending these things. And I think a couple of reasons, number one is like, you know, if you're going to do an industry event, like it's a lot of work. Um, for us, it's a 10 month cycle. So we do the event, we have two months just like, Oh, and it's like, okay, back at it. Like we're promote the next one, sell the tickets, get the speakers, line it up. Like it's, it's such a, it's a lot. And we've been doing it for a decade and honestly, I'm tired. Uh, number two is I'm working on something else. Um,

By doing the event we did, when we first launched Funnel Hacking Live, it was very unique, it was very different. People came like, this is not like normal events, this is not like anything else they've ever experienced. Even the way we captured, the way that we did our videos, everything was different. And it was really special. And then over time, people started modeling us and funnel hacking us and copying us, right? And now it's like 10 years later, most events look like Funnel Hacking Live. People understand we figured out a formula, they're modeling it. And it's amazing. But this is the reality.

I'm not done doing events by any stretch of the imagination. I wanted something different. I wanted something better, but I needed some time to reset. With Funnel Like Life, it's hard because we have a framework and things that people expect, right? So it's like every year it's like that, a little bigger, a little bigger, a little bigger, right? And for me to do what I want to do in the near future to create the new industry event, it has to be different and I had to reset. I couldn't just be FHL11 now because it's a little different. Like,

It needed to be a huge reset. I needed space and time to rethink through it and how to make something amazing. So that's the reason why we're stopping Funnel Hacking Live. But it's still part of the thing, right?

It's part of the movement, writing a book, creating an event, and that is how you build a movement. That's how we built ClickFunnels. We get spot now where we're a software company. We literally take on zero dollars in funding. We're the last of our competitors to not take on money. All the rest sold out, right? We're the last ones who are sticking to the bootstrap story, and it's been amazing, right? We've passed a billion dollars in sales. Three comma, three comma club award, let's go. By the way, we did design it. I'm gonna show you guys that at Funnel Hacking Live. So all you guys that make that a goal to go up to three comma club award.

But like we did it because of these things, right? Obviously funnels are key, but we did with the front end book with a virtual or not virtual with a live event. Those are the two core things to actually create a movement. So that's what I want to share with you guys today. I hope that, um, that it helps get the wheels in your head spinning, right? Every mass movement was built initially with the book.

All of them, throughout time, throughout history. If you want to create this movement, you've got to put your flag in the ground. I'm going to become the industry event. This is where people come to gather. This is the spot. When you do those two things, that's how you start finding your people and bringing them together. Now they've got...

They've got the doctrine of the movement you are creating. They've got the people together. Again, give them a name, Funnel Hackers, whatever you want to call your people. Call your people and then give them identity. Have them come together and then you can serve them. And it's just a fun, powerful, exciting thing. So I hope you guys enjoyed the episode. I hope you learned a lot. Can I read one more ad because I'm here? This will be a fun one for me as well. This is for our Selling Aligned event, which is insane. We do this once a month and it's one of the best things I've ever done. It is a virtual event, so you can do it from the comfort of your home. But here you go. Here is the ad read. Here we go.

Do you have a funnel, but it's not converting? The problem is 99% of the time it's, Oh, let me fix this app. Editors don't edit this. We'll keep it in so they can see me messing up. Okay. Yeah. Do you have a funnel, but it's not converting the problem? 99.9% of the time is your funnel is good, but you suck at selling. If you want to learn how to sell, so your funnels will actually convert, then get a ticket to my next selling online event by clicking on link in the description or going to selling online.com slash podcast.

Look at me reading ads. I feel like a professional podcast host. After 1,200 episodes, whatever, I'm finally becoming a legit host. It's funny. A lot of guys on my team have been listening to podcasts like, I don't like having to hear any other ads. I'm like, I know. It's okay. But these are cool companies with cool products, and they're willing to host, to promote the

to dump ad money into this. It was cool for us. We take all the ad money and we use it to drive more people back to the podcast so it will continue to grow. So if you want to help me in the process, what I would love to do is tell people about new podcasts, either on the YouTube channel or on the podcast or both. Share it with other people. That's how you can help serve me selfishly back for any of the stuff I'm giving to you guys. And that way, more people start listening to the podcast. Again, all the money makers and sponsors goes 100% back into just promoting the podcast, getting more people on here so I can keep serving you guys. Because...

For me, in my life right now, everything's about impact. For me, it's like, if I'm going to spend an hour a day doing a podcast like this, what's the return on investment? What does it look like? For me, it's like, how many listeners? As that number's growing and growing and growing, I'm like, okay, I'm going to put more time, more effort, more energy into it. The podcast is huge right now. It's growing very quickly, which is awesome. YouTube channel's kind of more new. I've been doing YouTube stuff for a long time. We've tried a lot of formats, and I was like, I...

I'm really enjoying this. So if you're listening, watching on YouTube, I know it's a different format. I was doing in the past and it's a little different from YouTube, but my goal is keep this going for a while and see if I can get you guys all on YouTube converges, like enjoying it and sharing it. Because if I can do that, then it's, it's, it's pretty cool. So that's it guys. I appreciate you. Thank you for hanging out with me for this episode. If you liked it again, let me know in the comments, share with a friend. I appreciate you guys. And for those of you guys who will be at Funnel Hacking Live, what time this is live?

FHA will probably be done. But I'm excited to hang out with you guys and serve you guys one last time for the biggest event in the world. And just know that I'm there. And again, it's the last of the Funnel Hacking Lives, but it's not the end of an era. It's the beginning of something amazing that will be coming very, very soon. I appreciate y'all. Thank you guys so much for listening and we'll talk to y'all soon.