Update on Launching Secrets of Success to $100M Per Year
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Welcome to the Marketing Seekers Podcast. My name is Russell Brunson, and I'm what you call a serial entrepreneur, but with a twist. You see, 50% of my time, I'm the CEO of ClickFunnels, helping over 100,000 brands to grow their companies with funnels. And the other 50% of my time, I'm actually in the trenches using ClickFunnels to grow the startups I believe in. During this podcast, I'll take you behind the scenes and show you how we are bootstrapping ClickFunnels and my other businesses from startup to nine figures and beyond. Welcome to the show.

What's up, everybody? Welcome back to the Marketing Secrets Podcast. Today is an update podcast. We're going to update you on some cool stuff. So a lot of you guys know, over the last little while, I've launched a brand new company called Secrets of Success, which has been so much fun. It's fun to get back into getting my hands dirty and doing all the things again. And really, the goal of this company was to create something that everyone else could follow along with, right? Inside of the 2ComicalX coaching program, literally, we're going to be doing a lot of

It's been fun because basically I'm doing something. Launched the MIFKII and come back and I'm like, "Okay guys, here's what we did. "Here's how we launched MIFKII, go launch yours." And so everyone's kind of following along on the journey. It's been really, really fun. So I wanted to give you guys an update though, 'cause a lot of you guys were at Fun Locking Live and you talked about my goal, like me calling my shots, how to go from zero to $100 million in recurring revenue by following the linchpin. And so we're on the path of it right now and it's growing, it's doing well. And so I wanted to give you guys an update on the things that are happening. So number one,

first phase, like after Fun Locking Live, when I kind of called the shot, we came back and a month later, we launched the membership site, which was really fun, right? Putting it all together and thinking about how do we create a membership site that's sticky, that's going to be unique, that's going to be different. And I think overall, it's been great. Membership site's been fun. But I had one thing that we tweaked in January that I want to share with you because I think it was important. So when you join Secrets to Success, like why is someone joining, right? Because they want to learn these principles. They want to like hang out with me. They want to talk about success and personal development and things like that, which has been fun, right? And so what's cool is like,

You go in there in the members area and right now there's like a success path, which is each month I teach a principle. A lot of these principles are coming from the new book I'm writing, but it's fun because I get a chance from stage here to go deep into these different principles. We do it live with the group and so everyone gets to interact and hang out with each other

And then it becomes a module in the members area. And so right now we're going month by month, each month doing a new module. And that's been really fun and getting people to stick, getting people engaged in the stuff. And it's been a fun place for me to also test the material for the book that I'm writing, right? So it's been multipurpose. It's been really good. The number two thing we have, we have a library, right? It's a digital library where we're scanning and getting audio books out of all the most amazing lost materials.

of all time, right? Like these books, these works, these manuscripts. And so each month people go in, they got credits, they can unlock, kind of like Audible, they can unlock a book. So they can unlock a book and sometimes it's a PDF or an e-book or an audio book or both or all three things. Sometimes it's the course from Nightingale Cone. Like there's just, it's just,

this ever growing library of just amazingness, right? I'm spending a hundred grand a month on books and courses, and then we're putting in the best of the best and putting them in there. And so this library keeps growing, which is really cool as well. And then we added a book club where every single month we're picking a book. Uh, we got Whitney Dixon, our team, who's like the book, uh,

the book facilitator or not. What do we call it? She's doing the book club and run the virtual mastermind. So every single week there's a virtual mastermind where we're all reading a book together. We jump in and basically she shows some best practices and we do these breakout rooms where everyone breaks out and you have a chance to discuss with other people in the community. And it's just, Oh, it's been so cool. And so it's been building a really strong, really solid community membership site, a really cool base. So, um,

Oh, yeah. I'm kind of jumping around because I'm talking about membership. I'm trying to talk in a timeline, but I'm going to jump out of the timeline for a minute because in January, one of the big things I saw is people canceling. It's like, there's so much cool stuff here. I don't know how to keep up. I don't have a chance to read a book every single month. There's a lot. So I was like, okay, how do I –

For people like that, and I'm probably one of those people. I listen to a lot of audio books all the time, but at the same time, I'm busy, so sometimes it's like, just give me the meat. Give me the cliff notes. What's the most important thing? And so in January, we started doing this thing where basically I look at, because I'm spending at least 100 grand every single month just on, in fact, most of the profit of this company is getting reinvested back into books. So thank you guys for supporting my addiction.

But it's been fun. So basically what happens is I buy all these old books and courses and magazines. All these things are coming in. And so now I'm doing a newsletter each month. Basically it's like, hey, here's all the stuff. I'm telling the stories of the treasure. Like I found this over here and this over here. So it's kind of a fun –

The newsletter's fun because I'm telling the treasure hunts behind the scenes so you can see what I'm acquiring and how I found them, what they are, so you see what the gold gems are. But then on top of that, I'm saying, okay, I bought this magazine. This is a $30,000 magazine. I bought it because, you know, here's the story why. And I read the whole thing, but like, and it's great, but like there's this one article that so-and-so wrote that's like, like Orson Sweetmore did this, did this,

this thing on achievement that was amazing. So I actually pulled out and I have it in the newsletter. And I'm like, here's this book set I bought. And the book set's amazing, but like, here was the gold nugget. Like these three principles, like here they are. So like, I'm curating all the stuff and I'm making the Cliff Notes versions. So like, I don't have time for everything else, but like what's the best of the best? Like now that newsletter's in there. So I've published Januaries and Februaries, I'm writing Marches actually today and tomorrow. So that'll be in there soon as well. But it's just, again, it's curating the best stuff, finding the gold nuggets and handing them to you on a silver platter. And people have been loving that as well too.

And so those are some of the pieces that have been happening. Okay, let me step back to the timeline now. So after Funnel Hacking Live, got the membership site done, we created the Mifki offer, which was insane, and then we launched it to my list, to everyone's list, to affiliate's list, and it was amazing. I think we ended up getting, I can't remember the exact numbers, it was like three or four thousand people, I think, during the launch who joined, who bought the Mifki, who came to the membership site, which is awesome. And one of the coolest things for the funnel hacking nerds out there, if you go through the funnel, the uptake rate for yearly was insane. Like 20% of people bought yearly.

which if you do the math on that, it was like almost a million dollars in sales just came from people upgrading yearly, which was amazing. We hit $2,000 at the comic club just from people buying the yearly upgrade. So the funnel is converting really well, especially to warm traffic. And so it was amazing. And a lot of affiliates made a lot of money. In fact, I'm flying out

tomorrow to do the affiliate event for the top 10 affiliates. We were actually flying to Chicago. Why are you flying to Chicago, Russell? It's like, well, Chicago happens to be the home of Mr. Earl Nightingale. Nightingale Cone is from there. Earl Nightingale is one of my favorite authors, speakers from this time period. He had a daily radio show for like 10 years or 20, I don't know, forever. He was the very first person to have a

a spoken word record, go gold, platinum, right? Which is called The Strangest Secret. Like, a whole bunch of cool things. So the top 10 affiliates are going to Chicago and we're gonna have like an Earl Nightingale day. I'm gonna be teaching them about Earl Nightingale. We're bringing a record player. We're gonna play an original record of The Strangest Secret so we can, as a group, like hear it together and we'll have a cool mastermind. Vic Conant, who runs Nightingale Conant, is gonna come and he's gonna do some Q&A and it's gonna be a really fun thing. And so,

But all the top 10 affiliates made a bunch of money and we had this really cool experience with them now. So that's kind of the next step in the journey. Yeah, and then after that, I was like, okay, now we've got to figure out customer support, make sure all the systems part, right? It's kind of like after you do the launch, then it's like the cleanup, the dust, find things that are broken. Like we found a little tech error. So it was probably a month and a half, two months of just,

trying to fix everything, save lives so that members have a good experience, making sure that no problem's happening, getting all of our, you know, everything in a row, all our ducks in a row. And then it's like, cool, now it's working. Now it came back like, okay, now how do we start growing this? How do we start growing this, right? So the first thing we started doing as we were kind of cleaning things up is we didn't want to spend money on ads yet. We didn't want to like,

we wanted to just to kind of like start this process. So we started doing these like little mini dramatic demonstrations. So what we do is like each month in the membership site, we would do a book club, right? So for example, a month, number one was Elsie Lincoln Benedict's book set, which is called how to get anything you want, which is one of the greats of all time. If you do nothing but join secrets to success for that book set alone and listen to the audio book and read the PDF, like that alone is worth the value of a year worth of the membership. I'm not kidding. Like that's,

of all the gold I found, it might be my favorite thing I found in, you know, $18 million now of like buying or making, I don't know the exact numbers. However, a lot of money buying books like that is probably one of my favorite gems of all of them. And so the first month that became the book club. And so we did this little mini, we did a little mini challenge for three days. Day number one, I interviewed Joe Vitale about that book set because he knew about it. And then Eileen Wilder and then Annie Grace. So we each just did these little mini interviews with each person and then basically

basically called action was like the book club starting Friday, like go get in there. Right. And so we did that through the list.

And we got a handful, maybe 500 or 600 or more members that came in from that campaign. The next book club was Robert Collier's book, Secret of the Ages, which is another book set that's insanely cool. And so this time, though, instead of doing a three-day challenge, I was like, I want to do a mini-reversion. So we did a one-hour webinar. People registered. I talked about the book. Eileen talked about the book. Andy talked about the book. They pushed people to join the book club that was starting. And we got a whole other big slew of members coming in. So each month, we're doing basically – we know what's going to be fulfilled in the membership site.

So we pull that out, we do a dramatic, a little mini dramatic demonstration talking about it, sharing the best principle of why we're excited and push people to join so they can be part of the book club to go deeper in it. And those little campaigns have been great. They've been great for us, they've been great for affiliates. You know, they're not like, we added 2,000 members overnight, but it's getting a consistent stream of just members each month coming in because we're taking one gold nugget from the membership site, bringing it out,

shining a spotlight on it, talking about why it's so cool and it gives people a reason to want to get access to jump back in. So that's been really cool as kind of a monthly thing to do as we're just kind of building things up. This last month then, we decided, okay, now things are working. Everything's in place. We have email signals, we have a newsletter. Everything's, you know, all the linchpin steps are working really, really well. Now let's start turning on paid ads to the Mifkiya funnel. And so we turn on paid ads to Mifkiya funnel and you know how tracking is, how it never really tells you the truth.

It's like, it doesn't matter. We have Facebook stats, you have ClickFunnels stats, you got Hyrosis stats, you got all the stats. None of the stats ever match. People are like, why doesn't ClickFunnels stats match to you? None of the stats ever match anywhere. They're all different. And then you have Stripe stats on the sales. Then you got the counting. Stats is the most annoying thing. When somebody actually makes stats flawless, you think that this is just math, right? How many people clicked on this link? Anyway, I'm not going to go on a rant right now.

Anyway, so we had basically like 20 places we tracked stats. We tried to like sync them all together to figure out the best case scenario. So we had everything, we were running it, and based on what we thought was the correct stats, we were like a 1.4 to two row ads, so return on ad spend. So every dollar we spent on ads making a buck fifty, two bucks back, which was amazing, right? So we started growing and scaling, right, dumping money, and we're like, this is insane, like everything's hitting. And then my accountant, you know, who's looking, his version of the stats was different than all the marketing version of the stats. It's like, hey, this month, you know, we lost $60,000.

I'm like, no, we didn't. We're at a 2X ROAS. We're making money. And he's like, well, not according to the bank account, which is the new stat. So we're looking at the bank account. These are not working. Something is happening, right? It took us almost two days to reconcile everything. We found out the problem. And I love Hyros. It's probably the best of the tracking platforms right now by far. But for everyone who signed up for the free trial, it was attributing $97 towards the free trial because in a month now, you build $97. And so we were looking at it. We had collected $100 that we hadn't, which made all the stats...

work on this side and not work on the actual money in the bank side. And so we had like, turn off the ads, slow everything down. Like everything's like screeching to a halt, like everything stopped. Like, okay, what do we do? Like what's happening? And we realized that the funnel we had as great as it was for warm traffic, JV traffic, stuff like that. It wasn't the, the, um, the average order value, the average cart value wasn't high enough for paid ads to actually work.

And so it's coming back to drawing boards. Okay, how do we tweak this funnel now so that when it's going out to warm and cold traffic, it'll continue to promote, to continue to convert profitably. Okay. And so this is like, this is the game, by the way, you guys, like this is, if you heard me talk about funnel audibles and things like that, this is, this is the game we play all day long. Right. It's always like figuring things out. Like,

like looking at the numbers and like, okay, it's working now or it's not like, and then it's like, what's the next, like what, like, how do we fix this? I don't know. Like let's, let's throw something against the wall and see what sticks. Cause yesterday was fun. We actually had the entire marketing team out here in Boise for, um, not marketing team, but sorry, the funnel building team was here in Boise for the last two days for a funnel hackathon, which was really cool. And we had everybody here. And, um, and so it was kind of fun to be like, this is about time we realized it wasn't working. It's like, Hey,

All right, we need something different. What should we do? And so we started talking about other things. And the biggest thing that came up was like, we just need one more upsell. One more upsell would get us over the numbers. And it's like, well, what can we sell? We have nothing to sell yet. So we're like digging through all the content in the archives. Like, what do we have? And all of a sudden we realized there was a product we created that we were going to sell, but we haven't sold yet.

And it was the Charles Handel Master Key Systems Home Study Course, which is another gold gem that I found. And it's something we're going to sell for like $2,000 in the future. It was going to be something where someone would pay like 500 bucks and then it's $97 a month. Then he gets this newsletter in a month every single month. It was something really fun we were going to put together. But we'd already printed 1,000. So we got 1,000 of these in the warehouse. What if we instead of selling these for $97 a month, what if we compressed it, made it $297, and just see if that gets cart value at the point?

where we can make it work. Cause if we can get cart value to where it works, now we can, we can blow this company up again. Right? If those don't understand cart value, basic cart value, I call it average cart value. Other people call it average order value. It's the same phrase, same term, doesn't matter. Um,

But it's basically when somebody buys your product and they go through the upsell downsell sequence on average, how much money do you make for every person who buys this, who buys the front end, right? So for a book funnel, let's say it's expert secrets for everyone who buys expert secrets, we have upsells and downsells on average. How much do I make every expert secrets book I sold, right? So, um,

So let's say we make $50 on average for every book we sell in the Expert Seekers book funnel, means I can spend $50 on ads to break even. So that's what average order value is, right? It's like if I spend $50 and I make $50, it means I have a one-time row ads, which stands for return on ad spend.

I spent $50, I made $50, one time ROAS. So these are some of the metrics we talk about, the marketing nerds talk about, if that makes sense. So right now, again, we thought we were spending, for every dollar we spend on ads, we thought we were making $1.50. So you spend a dollar and make $1.50, what do you do? You spend as much money as you can, like it's Christmas time all day, right? But what turned out, it was like we spent a dollar on ads and we're making 40 cents. That's what was actually happening. And it was just like,

Yeah, so the goal then is to, how do we increase the average order value? So again, if it was X for secrets, instead of spending $30, we were making $30 from every book we sold, how do we get to $40, $50, or $60? Because if I can get to $60 per book and I'm still spending 50, now I can like scale this offer like crazy. So that's always the goal. That's all we're doing in this funnel game, right? Is how do we lower ad spend, increase average cart value or average order value, and so to the point where I'm making more than I'm spending and then we can blow it up. That's the game.

It's a fun game. It's like, it's just you're tinkering, you're trying things. As soon as you get to work, then it's like, boom, scale it. And that's how you go from zero to building a ClickFunnels empire. Like, you get the return on ad spend where you're spending way less than, anyway, so that's the goal. So we're coming back. So we decide we're at episode number three. We figure the price point we need to make it work is about $297. So we made a $297 version of this. And it was fun because, you

You know, people are like, well, how do you make funnels, Russell? So this is what we do. So all the teams here in the office, I was like, quick, grab the physical copies of the products. We grab the product. We put it on this thing right here. I click, turn the camera. I'm like, what's up? This is Russell Brunson. I got one last special offer for you. And I told the story about the thing. Like, this is really cool. I told the story about this thing I found. I'm like, we made a physical version. Check it out. I show the things.

In the future, we're gonna sell this for $500 one time, the $97 a month. It's a two year program, so it's about $2,997 for this. But right now we're trying to get case studies and beta people to prove this is actually a good product and a good course. And so what we're gonna do is we're gonna give you a huge discount. We'll give you a 90% discount. So instead of paying the $2,997 people in the future, you can get the whole thing for $297. If you wanna add this to your order, click the link down below now, boom.

So that was like one take, best case scenario, actually I think it took three or four takes, but I finally nailed it, I was like, "Okay, we got it, go." And then sent it to the video team, like, "Go edit this, get it online, upload it to Vumly," which is our video hosting platform, "Upload it to Vumly as quick as you can." And then we're running back like, "Okay, now for the page, we need some pictures." And so we get a camera out, so we're like laying out the things, and I get my iPhone out, taking some pictures,

And then one of the guys on our team has got a better camera, he's taking pictures, and we finally get a picture. Okay, cool, get the picture. So he's running over on Photoshop, he's editing it. While he's editing it, I open ClickFunnels, I create a new page, upsell number three. Okay, I need a headline. One last special offer. About that time, I get the edited picture back. So I throw the picture on the thing, boom, there's the picture. And about that time, the video guy sends the video back. I get the video, boom. And then I put an order form, or one click upsell, it makes $297 for digital, or if you want the physical, it's $497. And that was it.

We just threw the page together. And then I handed it over to one of the funnel builders who were better than me to go and connect the upsell to down. So make sure the mobile version works. And within like an hour, we had upsell number three that was in the funnel. And they were like, okay, turn the hats back on. Let's see what happens. It's right now. Ads are on. And I don't know what happened.

one of two things will happen. Number one, it'll increase cart value to the point where it's higher than their ad spend and now we're back in business, baby. We can start growing and scaling and driving traffic. It's gonna be amazing. Or number two, it's not gonna work. And it's like, hey, why didn't it work? And you guys have been with me for a while now. Like, why didn't it work? Well, it's either the hook, the story, or the offer. One of the three things. So we'll go back and look at upsell number three and say, hey, it was the hook.

The hook was like, here's this rare book I found, it's so cool. The story, the story behind the book was great. The offer is the offer, right? So it's the hook, the story, and the offer. And we'll tweak those. And if it doesn't work then again, we'll try to, we'll probably test the hook first. We'll tweak the hook. We'll tweak the headline. Did it work? Tweak the headline. Did it work? And if that doesn't change, okay, let's tweak the story. Let me make a new video. I'll come back and make a new video. Put it

Put it back in there. It doesn't work, and then we'll tweak the offer. It doesn't work. You know, try three or four variations. It doesn't work. It's like, hey, episode number three is not the right episode. Delete it. What else we got? Okay, we're running around like, what if we did this? What if we did this? And we figure something out, plug it in there, turn the ads back on, and sit back and watch. Okay, it's going to happen.

What's up, everybody? Really quick, I want to jump in because I am excited for our next sponsor of the show. The next sponsor is Mint Mobile. I found out about Mint originally when Ryan Reynolds bought the company. And Ryan's not only one of the greatest actors of all time, he's one of the best marketers I've ever seen. If you've watched Mint Mobile,

the funny viral ads he's created. It's something that all of us marketers should be studying and watching. And I remember watching the ads from Mint Mobile. I thought they were amazing, number one. And number two, when I started seeing what they were doing, I got really excited. And so I'm pumped to have them as a sponsor for the show. And what I didn't realize until I got my own Mint Mobile account was that typically with most cell phone companies, as you probably know, you gotta pay anywhere from $70, $80, $100 a month or more for premium wireless service. And the reason for that is because

is because you got to deal with TV commercials. And then on top of that, and you got the retail stores and the salespeople. And like, there's all these costs along the way. And what Mint Mobile does is they sell their wireless services online, cutting out the costs of all of these retail stores and salespeople, saving you a ton of money. So instead of paying 50, 70, $100 a month, you only pay $15 per month

As part of this premium phone plan. And so because I decided to check it out on my phone, and so far I love it. They've been really, really good. And since I've been loving it so much, I was pumped when they asked if we could partner up to help people who are listening to this episode of the podcast actually save money. And they said yes. So here is a special offer we created for you guys. You can now save a ton of money by switching to Mint Mobile for just $15 a month.

Literally, you can say goodbye to all of your overpriced wireless plans, get high-speed data and unlimited talk and text on the nation's largest 5G network without having to change your phone number or your existing contacts. So to get this new customer offer and get your new three-month unlimited wireless plan for just $15 a month, all you got to do is go to mintmobile.com slash funnels. That's M-I-N-T-M-O-B-I-L-E dot com slash F-U-N-N-E-L-S. Cut your wireless bill to just $15 a month and get premium phone service at mintmobile.com slash funnels.

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and then one of the one things that happen one of two things happens one it increases our average order value now we're a profit on that spend or doesn't if it does sweep have a party spend as much money as you can and let's go have you know let's go out to eat number two if it doesn't okay this is the hook the story of the offer tweet tweet tweet tweet tweet tweet and either works or doesn't doesn't work we kill it start over again that's kind of the process over and over and over and over again and that's the game we play here so um anyway that's what's happening so the update on us getting to a million dollars um

or excuse me, $100 million a year business, we still have a long way to go, but this is how we're doing, this is the game, this is how it plays. We get one good offer, we can scale this thing infinitely, right? That's what we're trying to get to. And so the MIFCI offer is getting better and better and better. If we can scale this thing correctly, if we can get the numbers to work, we probably can be adding pretty consistently, I would say, 150, 200 people a day to the continuity, which is huge, right?

And the next phase for us is then like what's the next big dramatic demonstration? And so now we're working on the big dramatic demonstration for this business and this brand, which will be happening in April. It's called the Think and Grow Rich Challenge. So that's actually a project I'll be working on the plane tomorrow as we're heading out to kind of get all the people and the places in New York.

in place and as you guys know then that's gonna be the next big affiliate push. Affiliates promote dramatic demonstration, it gets people to MIFKI. Then we'll promote it, ads will promote it, we'll do the whole thing, hopefully we double or triple the size of continuity. If that happens then we go back, we evergreen thing challenge and then we turn ads on that and then the game starts again. Tweaking, tweaking, tweaking, increasing average order value, decreasing cost, to the point where we got a winner, winner wins, then we start scaling it and we just sit back and watch it until that number gets back to normal, okay? This is what always happens in a campaign. Like we launch a book, what happens? We launch Traffic Secrets, initially we get $70,

average order value. Every book, we get $70, right? We're spending $20, and that's the best. But over time, what happens is the ad cost starts going up. It goes from $20 to sell a book to $30 to $40. And then the cart value, as you go from hot traffic to warm traffic, drops from $70 to $60 to $50. And some in the middle, they meet in the middle, right? And as soon as they drop the other direction, that's when you have to make new ads to get the ads cheaper so that it gets cheaper. And I got to go and make new, or I got to increase the average order value of the funnel. I got to tweak the funnel or tweak the ads. But that's the game we're playing all day long. As soon as somebody's profitable,

Positive ROI, you just run it as long as you can. Like right now for ClickFunnels business, your first funnel challenge is our number one converting funnel. Like it's positive ROI and so we're spending millions of dollars a month just dumping it into that for as long as we can. And eventually that offer will stop working and then we'll go back and tweak it, change it, it doesn't work and boom, create a new offer. But that's the game we play here at ClickFunnels.

Yeah, that's Funnel Hacker. So I hope you enjoy the game. I love it. I hope this episode was helpful for you guys from a lot of different paths and standpoints. We talked about so many cool things. Hopefully you got something value. If you did, please let me know. Please drop a comment wherever you listen to this podcast. That'd mean the world to me. Share this episode with other people and that'd be awesome. So with that said, thank you guys so much. I thank you for being part of the Marketing Secrets Podcast. I love serving you guys and I hope this episode was useful. Thanks so much and we'll see you guys on the next episode.