All language subtitles for 03-TS LIVE Session 3 & 4

I want to wake up every morning to that.

This is amazing.

I love you guys.

So much fun.

Alright, OK, you guys ready to get down
to like now more people like out?

We actually turn these people into stuff
and change their lives.

Yeah, alright, cool jumping out.

So stop slides real quick.

I want to talk to you about now.

Like a Fast forward through this morning?

Hold on.

Alright, session number two so.

What I want to talk about first is the
three types of traffic, because this is.

When I first kind of got this piece of
it, then things started making sense.

I've always customers like how do I get
them, where do they go?

What's the purpose of the point?
And prior to understanding this, I was

like doing all sorts of stuff and I was
like spinning my wheels going in all

sorts of directions.

But it's kind of like having a shock.

And I just like shooting shells up into
the air, just hoping for the best as

opposed to like understanding I'm doing
and then being like boom and like

targeting exactly what you're trying to
do, right?

So the key behind this is you understand
the three types of traffic, right, so the

first type of traffic.

Over here is traffic that you control.

And draw a picture of.

A dollar here.

So you can see this is what we control.

This is traffic that we go and we can

actually pay for, right?
So for example, Mark Zuckerberg, he

doesn't control traffic.

He actually owns traffic, right?

He has the Facebook platform.

He can put it wherever he wants to put

it, right.
If he was like, hey, I want everyone to

vote for this President, he could do it,
which is kind of scary, right.

If you want to ever do something else, he
could do it like, but he owns basically

the majority of the world is kind of
crazy, right?

But what he does is allows people like us
to come into his platform and buy some of

the traffic.

You can control it.

He owns it all.

I'm like, hey, I want to send everybody

who's interested in Tony Robbins to my
page over here, if that's OK.

He's like sure.

And you give me some money and he'll take

all this traffic and he'll steer a little
bit over towards you and you pay for it

and you get it right.

So that's the, I think the first time

traffic you control, you don't own it,
but you can control it and you can give

somebody money and they will push that
traffic into whatever it is you need it

to go to them.

So that's number one, the second type of

traffic. Is traffic that you earn.

Ok, traffic you earn.

For example, let's say I go on a on a

talk show or something like that, right?
Or podcast interview or Facebook live

interview something, and there's somebody
there who's interviewing me, right?

That person owns the traffic, but I'm
earning my way into it.

I'm not paying for it, but I'm doing work
to get in there and get in front of those

people. Ok, so number one is I'm controlling and

paying for that traffic gives some number
two is I'm earning it.

Ok. Now, a lot of times people always
asking Russell which ones better, and the

reality is they're both really good.

A lot of it depends on where you are in

your personal life right now.

How many has at this point in your life

have more money than time?
More money than time?

Have you guys have more time than money?
Humans have no idea I'm talking about.

There's about 5050 for like half years.

Didn't say anything.

So a lot of times, like for me in my life
right now, I have way more money than

time. So for me to go and do like a thousand

podcast interviews is amazing.

I love it.

But like I just don't physically have the
time.

It's easier for me to go to the same
thousand, people give them money and have

them right, buy ads and push to what I'm
doing right.

So a lot of times there's not ones better
than the other.

It's like where you are in your life and
your business, things like that.

The reality is you should be doing both
OK.

I'm a big believer that like one is a
very scary number and I want diversity in

all things, especially my traffic.

Courses and so you should be doing both

of them.
The first one is traffic control, second

one traffic.
You don't control them all.

Right now both of these are good, but the
best and the most important one is where

we should be pushing people in both these
sources.

We should be pushing people into traffic
that we that we own.

Ok, some draw picture of a dude right
here.

He's holding a black box of his track.

This is the best thing now.

This is why this is like where you guys
want to get to.

This is the secret.

This is your own black box.

This is all of your traffic and your
people.

When you own it, you can go, hey, I want
to send traffic to that thing I just

launched, and you can just grab it and
throw it at it.

You don't have to ask anyone to tell me
where to buy anything.

You just take it and you just throw it
there.

You're like, I want this thing over here.

You just take that traffic.

You can throw it at it.

You have something you're excited by,

some of you believe.

And you can do that, right?

When OU R came out and we did the
documentary, I was able to like, I care

about this mission.

I want a whole bunch of people to go over

there and I can just click a button.

And also I send a whole bunch of people

over there.
So this is the best, this is the most

important. This is what you want to get.

Where you want to focus on is how do I
own traffic these things are really good.

But it's not the end.

All be all OK.

This is the most important thing.

I want to own A cause.

Someday Zuckerberg is gonna snap his
fingers and lot of us, the smart ones of

us here right have been using this
platform and pulling people off, pulling

people off.
Right now.

If Facebook shut down, I still have a
million half people on email.

List i'm.

Ok are?

You if, not because, you're focusing OK,
the one of my fears in writing his books

and a lot of people become like, Oh well,
I don't want to build the following and

like, do you have my own show and all i
just wanna buy ads.

I just want to arbitrage, right?
One, I wanna go to Facebook ads and sell

product and just do arbitrage all day
long.

You could do that and it works for a
little while, but it's not long term.

It's not sustainable.

Ok, when Google or Google shifts or

Facebook shift, whoever shifts, that
disappears.

Arbitrage is gone.

You're screwed.

You have a business, OK?
The only actual sellable asset inside of

a business in reality is your is your
list, it's your, it's your people, it's

your own.
Traffic if you could companies have been

bought over the last decade or so.

If you look at the trend, the first time

I saw this was when Skype was bought by
eBay back and probably 12 years ago now.

Do you remember that?
I think was like 2 or three billion

dollars i remember looking at that time,
eBay was like the number 2 most visited

website in the world back before they
ruined themselves were eBay was awesome

and you'd go there, you'd freak out.

You spent all day trying to like find the

thing. You sit up all night waiting for the

moment like do the last because you want
to be the other guy and you're just wars.

Ebay used to be so much fun and then they
had like the buy it, now think it ruined

the whole platform.

Now that might be number two most visited

websites like 50 but there was a time
when they were the best right there.

The best developers the best programmers.

And so looking at Skype, eBay could have

been like hey we got 800 developers you
3-1 knock off Skype this weekend we can

have on Skype.

They could have done that would have been

really easy.

But instead they said they came to Skype

and said hey you have not made a penny so
far you have no actual track record but

you have, I can't remember, 500 million
customers.

Subscribers will give you 2 and a half
billion dollars because we want your

customer list.
That's what they bought.

K When Zuckerberg offered a billion
dollars to Snapchat, why was it?

It wasn't because he couldn't knock it
off.

He just said it would be easier just to
buy the customer base.

And that dude said no, I think it was 6
billion they offered, right?

And he was like, I'm holding out.

I don't wanna give, I don't wanna sell my

business too early on my very first try.

I'm like, you got offered six billion

dollars you moron.

And then he pissed off Thanos and guess

what happened?
They know.

Snapped his fingers, bought Instagram and
then crushed Snapchat overnight.

It was really funny.

Anyway, don't mess with Zuckerberg.

I'm just saying so Zuckerberg goes and
buys Instagram, right?

Pays a ton of money for it because he
wants the customer base.

He could have knocked off the features in
5 minutes.

They have the best developers in the
world.

It's not the thing they bought it because
of the customer base, right?

Look at all the acquisitions.

This is the sellable, tangible asset

inside your business.

It's not your products.

It's not your services, can be
replicated, duplicated easily.

It's your list in the relationship.

With them, that is the value inside your

business. I want you thinking about that, OK.

It's the value you provide your
customers.

That's the only actual tangible asset
inside of a company.

Ok. So my goal is to come into these
other places, the traffic's already

happening and then to convert that into
traffic that I own so that i'm protected

during rainy days when Facebook slaps or
Google slaps, whatever happens, I'm not

stressed out.
Maybe my income might dip for a little,

but I have a customer list.

I'm OK.

I can keep doing things during that
process, Ken.

That's the key.

Now a couple things about this i want to

kind of put in, make sure I talk about
people and forget.

One of the questions I get a lot when I
talk about traffic is people like

Russell. How do I create?

Traffic and like ohh stop the word by the
definition of the word you use there you

understand what this is see how do I
create traffic?

Ok, my goal is not ever to create
traffic, OK?

Traffic's there.

People are already going to Facebook and

Instagram and YouTube and this site and
that blogging like it's already there.

Your job is not to create anything.

Your job is to figure out where is this

traffic already happening and say, Oh my
gosh, there's a whole stream of traffic

right here of my dream customers is
already happening.

They're going to these places.

Your job is like, OK, I'm gonna step in

this thing and boom, step in the stream
of customers and start getting them for

yourself, OK?
Not creating traffic.

I'm finding where it's already at and I'm
tapping into it and I'm diverting some of

it over here.

And to me and into my company, into my

customers, OK, to become my customers,
OK, that's thing to understand.

You can admire your control your traffic
or you earn your traffic umm.

Ok a couple ohh yeah cool.

It makes you forget anything.

So a couple of cool things.

How do you guys watch Shark Tank?

Ok, it's me is don't watch Shark Tank.

It's like 3 good TV heroes.

That's like one of them so.

This right here this becomes if you look

at what is this actually, this is your
distribution channel, OK.

Your list, your customers, your
distribution channel, if you watch Shark

Tank is interesting because every shark
has a certain distribution channel.

They are a master of, you know this, you
watch this.

So when a shark comes on Shark Tank and
they go pitch something and it's the

clothing line, right?
You look at all the sharks and lorries.

Like that isn't working.

You see, I'm out.

Cubans like this doesn't work on the
Internet.

I'm out.

And then like, Damon's like Ohh clothing

line. I literally make one phone call to my

distribution channel and it's a billion
dollar enterprise used to make one phone

call. He's like, yes, I'll buy your clothing

line. His distribution, he plugs it in boom

someone comes to sharks and like, hey, I
got this little gadget and they show it.

And you watch Damon, he's just like I
people that buy clothing in my

distribution channel aren't gonna buy
that weird gadgety thing.

I remember one of them was this little
like, magnet thing that you put on your

shirt to hook your glasses on.

He's never seen this one.

I bought one for my dad the other day.

He told me the best president ever given

him. It's like 1$ 50 crazy.

So Damon's like.

People aren't hooked on their clothing.

That's weird.

And then Lori sitting there and she's

like I the distribution channel I own.

The traffic that I own is this QVC.

I know how to do that.

So she makes an offer, she is

distribution. In 5 minutes.

That company goes from zero to like I
think the 18 million bucks or something

crazy last year, right.

You look at all the sharks are good at

one distribution channel.

That's it.

It's not like a thousand or million.

Like they're good at one.

And from the offer comes and look at and
say, will this fit in my distribution

channel?
If so, they say yes, they plug it in and

make a bunch of money.

If it doesn't, then they walk away.

Can you make me deals all the time I look
at that it comes in like ohh like we make

a lot of money I'm like I'm sure I could
I gotta work really hard right or they

come in like Jim Edwards do with funnel
scripts like hey guys I did for funnel

scripts would be amazing I was like ah
he's like how this I'll do all the work

all the effort all everything all you
have to do is once we talk about it I'm

like alright so we did the deal split
5050 in gyms a multi millionaire from the

checks he gets me alone.

Ok. Because he's plugged into our

distribution channels already happening.

Does that make sense?

Ok. So this is like your key, like when
you start understanding this, like this

is your job, you're building your own
distribution channel.

When you do that, it opens up a whole
world of possibilities, OK.

The distribution is key.

On the next thing we talk about, just

kind of emphasize the importance of this.

So when I when I first got started, my

first mentor was guy named Mark Joyner
and Mark Owens coming out called

symbology.com
And anyway, marks an amazing guy.

And I remember when I first got started,
he was at the time like the biggest

Internet marketing pioneer.

He developed all these amazing things and

his whole focus was on building huge
email.

Lists and he had he, had this process, he
would do these viral sites, and I'm not

going to talk about it in the context of
the event, but you build these huge email

lists and eventually they're selling
these company.

And walking away before you launch.

Simple apology.

But he sold off his company and I went
and bought this course from him.

It was, it was called this farewell
package where basically took everything

learned last like 10 years.

And he sold them all off and then he

retired from the business, right.

So I bought this course from him.

I started listening to it and the whole
entire course, all we talked about was

like building list, building list,
building list.

Like that's the foundation to build your
list, get a build your list, you gotta

build your list.

I kept listening to it.

And so I'm learning this as I'm first
getting started and at the same time

something amazing happened.

In the Internet.

Ok, it was right after Google.

The initial Google slap will get kicked

out of PC.

But then what happened is that Google is

trying to build out their SEO platform.

They're trying to build out Adsense.

So what they did is they said hey, we're
gonna make this really easy on you.

And so they said if you put Adsense on
your pages, we'll rank it really high in

Google and then when someone clicks
aren't will pay you insane amounts of

money. Ok, anyone that was a long anyone online

back then, not 1015 years ago when this
was happening.

Those are smiling who were there.

Ok, it was insane.

There was a software you could buy for
97$ called traffic equalizer.

You would open it up.

You would say you type in a keyword and

you find out keywords that cost a lot of
money.

It's like mesothelioma.

How do you say that keyword was worth

like 30$ and clicked on.

You got paid 30 bucks.

You type in that keyword and it would go
to the Internet.

It would scrape all the articles on
planet Earth about mesothelioma and bring

it back into one little website and we're
perfectly optimize the page and every

single page in 5000 pages and have all
the Adsense blocks posted in the exact

perfect spot to get the highest click
through rates.

You click a button, within 15 minutes the
thing was done.

And then because of the way the algorithm
worked and the software reverse engineer,

within like 3 days you were number one in
Google and also start getting clicks 30

bucks a click.

Like holy crap, you're gonna do another

one. You pick another keyword and another

keyword. And soon we had teams of people in the

Philippines lining up rooms, just
clicking the button on that software,

making tons of garbage sites.

We literally destroyed the Internet for

everybody. If you guys remember back then it was

horrible because you go to site, you see
like this little crappy article ads

everywhere around it.

That's all the Internet was right and

people like us were making insane amounts
I had.

Friends making half 1000000$ or more a
month doing nothing, clicking on little

buttons right because they're trying to
build out this platform and it worked.

People doing like crazy and then so this
is the time as I'm going through marks

course learning about list building I was
like.

But wait, hold on, I can click buttons.

And provide no value and make a ton of

money and marks like no build the list.

You gotta build list like no.

But they're literally just clicking on
buttons.

They're not doing anything.

Like I can click on buttons like no focus

on building this is gonna disappear.

Like no but like they they're so easy.

They're providing no value.

They just click on buttons.

They have other people clicking buttons
for them.

He's like no focus on building lessons.

Like yes stupid mentor fine listen to him

right. And so I go and I'm doing this thing and

Mark says and I build a squeeze page and
I drive traffic.

I'm slowly building my list and annoyed
my list is getting bigger.

And bigger time.

But I'm missing on all the huge cash

that's happening.
Then what happened either Larry or

Sergey, I'm not sure which one of the
guys over there, but they got the glove

on and they snapped.

And everybody disappeared overnight.

Friends make it half million dollars a
month.

Were bankrupt in within like 60 days.

They couldn't afford to pay their staff

because they all just disappeared.

It was gone.

And I was so grateful that Mark told me
to focus on my list, to focus on my list,

focus on my list.

That gave me the stability to survive

that up and down throughout.

The other big slaps, the other big

things, ups and the downs, the near
bankruptcies, the problems, the trials.

Like everything, my list has been the
thing that's got me through it every

since. I'm like.

I like.

I literally one time was in an office

with a bankruptcy.

We're trying to figure out how the whole

process worked and I came home and I was
so upset and so angry.

I'm like, you know what?
I have a list, let's see what I can

create a value to them.

I have an idea, send us some emails and

got the money to get to the storm right
the list is like the secret weapon.

It's the most important, most valuable
thing you could possibly do.

It's not your product, it's not your
service, nothing.

All those things are great.

But the customer list, like that's the

magic you guys, you understand that.

So if you understand, that's the magic

all you're focusing on.

How do we build lists?

How do we build the list?
How do we build the list?

All your traffic generating things only
have to do with this.

Because as soon as they become your list,
they shift from cold traffic to warm to

hot. And if you treat them well and you send

out nice things and you provide value and
do really good stuff, that list gets

better and better and better
relationships grows and everything

becomes better and better for you.

So if nothing else this weekend, you

understand anything else like that's the
focal point of your business?

It has nothing to do with your product or
your service OK now when you have a list

amazing things can happen.

One of my favorite stories came from

little I was watching celebrity
apprentice this is probably four or five

years ago it's pre Trump as president
back when he was still firing people he

was funny we were in Kenya and we we're
in this little tiny village and I'm

asking the kids just different questions
and one of the adults I asked him I was

like hey you know Donald Trump is and
she's like ohh yes I'm like what do you

think about him.

She goes you're fired.

Like how do you know that you're in the
middle of Africa without a TV?

How do you say ohh he's the you're fired
guy?

I have no idea.

But they know that way out there anyway.

So there's Donald Trump and he's on The
Celebrity Apprentice.

He gives everyone this challenge right.

And the challenge he gives everybody is

it's a fundraising thing.

Says go on the phone call all your

buddies forever and you have to see who
can raise the most money for their

charity. So you watch all the other celebrities

and they're on their dying on their
friends and their people and getting

donations and making a bunch of money and
everyone's having a ton of fun and ton of

success. And there's one dude who sitting there.

Is named Arsenio Hall.

Who here remembers Arsenio Hall?

Yeah so he for those.

Yeah, those guys remember him.

So he was the guy had a late night TV
show.

He come out here like and never got
excited and like he was the man back when

I was like 8, right?
I remember like when my parents would let

me stay up late at night.

We always watched Arsenio Hall because

like he was late night.

Like who?

And it was awesome right?
Now Fast forward to like four years ago.

No one knows who our senior hall is and
he's sitting there doing calls, doing

calls. And the end of the exercise that night

he's sitting in the hotel room like
drained and everyone was talking about.

And he's sitting there all depressed.

And they start to kind of tease him like,

hey, I thought you had all the
connections, you know, the hookups, and

he's gonna warm her, frustrated because
he brought in no money.

And finally he said something that was so
profound.

He said, you know what?
When I had my own show, everybody

returned my calls.

Now they don't.

Ok, when you have.

Your own platform and you have your show

and you have your distribution.

You have this is why people return your

calls. The reason my Tony Robbins called me is

because I had this.

The reason why other people get ahold of

me is because I have this right.

This is your ass.

This is value to other people when you
have your own platform, your own show,

like it's its value in and of itself.

Ok, so if nothing else, like focus on

that, it brings in we're gonna talk about
dream 100 in a few minutes.

The same thing like it makes leveraging
your dream 100 or makes like all the

pieces so much easier when you have your
own list.

Ok. So if nothing else was event just be
like I just need to build my list like

that's that is the secret sauce of this
whole game.

Ok. I always tell people like when you
first try this game is kind of pushing a

big rock up a hill and it's hard, right?
You're pushing out products and hooks and

stories and offers all these.

You're pushing up.

But eventually you get the top mountain
and it goes over the top and starts

getting more menu and it gets easier and
easier in the balls and you can't even

keep up with it, right.

So what's the difference?

Like what happened to the peak of the
mountain that shifted the other

direction?
It's this, it's you paying to build this,

you working it's like this grind, we're
going through this process, the more

people coming in here and the list gets
bigger and it gets bigger and bigger.

The point where all of sudden it's so big
like it's hard to not make money.

Ok, I'm gonna share some numbers and
these aren't definites at all, but just

to put like a perspective in your mind.

So if you do this game poorly, if you do

it wrong, you should average on average
1$ per month for every name.

On your email list.

Per month OK.

So what that means is like when I started
doing this process when Mark George like

bills, bills, I'm like fine.

I started put up a squeeze page, start

driving traffic to it.

And I remember the first month of doing

this process I built a list about 270 I
think two hundred seventy three people if

I remember right.

And at the time I don't remember.

I made two or 300$ and I was like oh like
that's interesting.

Somebody told me that it was like pretty
close.

So I get focusing on focusing on
eventually I point my list was a thousand

people and sure enough I was making about
a thousand a month had five people like

five thousand bucks a month we had a
10000 thousand people is ten thousand a

month was fifteen twenty.

Thirty i get followed.

Almost to the tee, it was fascinating.

So Florida is like, how do I get out of

the rat race?
How do I get out of this?

Like that's the number.

How big can you build your customer list?

Ok, the 1$ per month per name is if you
do it badly.

Ok. And that's in like a mass market.

In smaller markets, I know people get ten

twenty thirty forty fifty dollars per
month per name on their email list OK, so

that's the thing.

Think about.

So if you're like, hey man, if I get to
100 grand a year, it means I need 10000

thousand people on my list times 12
months.

Is a hundred thousand dollars only a
millionaire if I get, what's the math on

that?
If I get a hundred thousand people on my

list, 1 2 million a year, right for and
make more.

It's just that's what it comes down to.

Ok. I was in fact, Stephen Larson, I were

talking about this.

I told him, I said back in the day my

company wasn't growing.

We started figuring what's the key metric

we can focus on in our company.

And the key metric was like how many

people joined our list today?
And I was like I don't actually know what

I start looking it was like you know 20
people fifty two hundred.

And like it was it was all over the
place.

So I said every single day when I wake up
in the morning on email with it shows me

exactly how many people draw my list
yesterday.

And I started looking at it was weird as
soon as you see something as soon as you

look at something it starts growing or
shrinking, right.

If you're trying to lose weight.

But as soon as you start tracking

something magical your brain figures out
ways to make things grow right.

And so for me I was like start looking at
also went from 30 people a day to 50 to

100 to 200 to 500 with thousand.

Remember we're point was like fifteen

hundred people a day and I was looking
at.

I'm literally giving myself a fifteen
hundred dollar month raise every single

day. Like, who?

Who can do that in any other place on
Earth?

Isn't that insane?
I have people complain like, oh, Russell

cost me a dollar lead on Facebook.

I'm like, OK, so you pay a dollar to get

a lead, that makes you 12$ in the next 12
months.

Like, that seems like the best investment
on planet Earth, right?

I some guy come pitch me on.

This real estate investment is amazing.

He showed me all the numbers.

The metropole thing worked and then like,

it was like how much money you needed.

Like over the next five years I'd break

even and make a profit and like 30 % off
and like, you make 30 % of your money

huge i was like, but if I take that same
hundred, grand i just buy a list of

hundred, like I'd average an extra one
point two million.

Dollars a.

Year he's, like doesn't make.

Sense i explained, it he's like, you live
in some alternate reality.

It makes no sense to me whatsoever,
right?

But I started focusing on that and became
the focal point of our entire company,

started growing.
So you mind just kind of comment on this

because he's like 2 days ago told me he
started the same process with him.

But I don't know, three four months ago,
we started tracking on the metrics too,

specifically for options.

And it was about, you know, it's weird.

I don't know what the deal is about three
or four months ago is about only like a

thousand options a month.

I was like, cool.

Now, at least I know it's the baseline.

We're up to fifteen hundred a week now

and it's awesome to just grow more and
more and more and more and more.

And I don't know what I'm changing, you
know, I mean, I really don't.

There's just the fact that I'm tracking
it is with making it.

Grow for some reason.

It's amazing yeah thank you alright give

him a round of applause.

That's good.

Ok, so this is the load.

You're 1$ per month per name is on your

list right?
So I start being like being aware of that

like that becomes the game.

And then if you start doing all these

other things we talk about through
expertsecrets.com

secrets and you actually First off
provide insane value.

You help them, you move value, you're
doing all these other things, you create

other offers, other ways to serve them.

That 1$ quickly goes to five, that five

to ten to 15 can recover.

I don't know exact metrics, but it's

actually, I can figure out my head.

We're probably six half dollars ish.

Now more than that, probably last month
we were 8$ for every person on email.

List, dang that's kinda cool look at
alright, so you guys go.

So that's something to be driving you and
thinking about focusing all the time is

that grows, everything else grows with
it.

ok alright.

Ok. I got two other stories to tell you.

They're kind of funny.

Alright, so when I first started out

selling, just like some of you guys today
might be the first time you really

thought about at least this deep, right?
I remember I was a man, I was in college

at Boise State, and for me it was like, I
read this article.

I have no idea who wrote the article.

I wish I could find it again, because it

was it was the paradigm shift for me
that, like, that made the whole thing

make sense.
But the article basically was like

somehow like do you believe the stories
about how these gurus make like thirty

thousand dollars in an hour and I'm the
skeptical college?

Though they gotta be lying and serving
the article is like, hey this may seem

like a big thing but the reality is
actually true.

I was like wait, what?
Must continue reading article.

He's hooked me.

I'm in right and so I keep reading the

article and he says look Mason like far
fetched, but think about from a math

standpoint. So some of these people have a list of 50

or a hundred thousand or million people.

It says if they send email out to list

two hundred thousand people and the fifty
dollar product if they just get you know

one percent of people to buy that's
whatever twelve thousand dollars the two

percent that's like thirty thousand right
so all this is just math it's the bigger

your email that you're hoping the
percentage buys that's how it works i

remember thinking i was like ohh my gosh
like that's it i just gotta focus on

building and we got so my first way my
brain went and this is probably the

entrepreneurial way was not like what's
the what's the best way to do it is like

what's the easiest way to do it right and
so i remember going online back in the

early google days i remember typing in a
bunch of keywords and one of the keys i

searched in was spam free email addresses
and if i could just get buy a bunch of

spam for email addresses that would be
huge right so i'm going around and i

think this i if i remember right the site
i think spam free email addresses dot com

and go to the site and they're selling
DVDS with spam for email addresses there

was like ten dollars you get a hundred
thousand names fifty bucks you get a

million names for like two hundred and
fifty dollars like seven or eight million

names i was like ohh my gosh this is
gonna be the great i was like doing the

math in my head and my OK seven million
people divided by point one percent times

fifty dollar product i'm doing math i'm
like ohh my god that's like that's like

fifty thousand dollars a day if i mailed
every day OK and like what if i screw up

and i'll get point like a half a percent
or one percent are like and i kept doing

the fraction i'm like man no matter how i
did the math i was a bajillion air by the

time this whole project was done so i set
up by two hundred fifty dollars to get my

DVD the DVD shows up the mail i'm just
like don't let this thing break this is

literally billions of dollars why would
they sell this to me but they did for so

cheap right so i get this thing i tried
plugging in i'm like i don't know how to

mail this outside hotmail at the time so
i log into hotmail i'm like how do you

send somebody asking hotmail support how
do you send out like seven billion emails

like you can't i'm like ohh i might try
to BCC people like yeah i learned a lot

of things and then finally like this
doesn't work so i'm researching more and

back then this is pretty like email
autoresponders they had these things you

could buy you download on your computer
and you load up the email listen to the

thing in the computer and from your
desktop it would mail out all these

different messages so that was another
like i don't know eighty bucks for the

software to do that so buy the software
and then upload the list and then i was

like i don't have anything to sell right
now i think of something so i had an idea

for product i could make if people bought
and so i have to write an ad for this

thing and i'm gonna go make it if people
actually buy it so write this ad i put a

direct link to my paypal account in the
email that's how sophisticated i was and

then i queued this thing and i remember
the time my wife i just barely gotten

married and this is back just remember
200,000 modems so we had one phone line

and so like i get it all set up on the
computer everything it's like it's time

to go to bed and i'm so excited and i was
like i'm like i could send matthew like

seven million people with just one
percent buy i'm like but like even if

that doesn't work let's say one percent
of one percent by like we're still

freaking rich i'm like you literally can
and she's supporting me at the time you

go and quit tomorrow i'm totally cool
with it like even if i fail we will be so

rich it won't even matter and so she's
like oh this is going to be awesome and

so that night i remember i go underneath
the desk because i go to the desk and

unplug this the wireless cordless phone
plug in the mode and come back out i

dialed into my little modem connected and
i'm like here goes send i see first email

sent second email sent third fourth fifth
i'm like oh my gosh this is it i finally

figured it out went to bed that night i
slept so good i was just like i will be

rich in the morning next morning i wake
up and my beautiful wife has got to go to

work cause that's what shoes she was
supporting me at the time and she's

heading out to work and i remember she's
like i need to call someone i was like no

we you can't call like i've unplugged it
like i think it was like sixty eight

hundred emails have been sent this point
i was like sixty eight hundred people

like one percent don't feel like i have
to call this person like it's like pause

the mailer crawling her desk unplug it
plug back in the wireless phone while i'm

still under the desk i plug it back yet i
hear the phone ring i was like ohh crap

so i come out and i answer it and it's my
internet service provider at the time and

there it was like a local company and
this dude is cursing me out like nobody's

business i'm like taking it like and he's
explaining like what are you doing like

we got like four hundred spam complaints
last twelve hours from you all this sort

of stuff i'm like no so you understand
you'll see i went to this website it's

called spam free email addresses dot com
i bought like their spam free email

address you understand and i remember
he's like so you bought the list of

people and then you're mailing him i'm
like yes like that is the definition of

spam i was like really crap and i'm like
OK well OK it's like i hit the phone and

you cancel my internet access so i wasn't
able to log back in my wife has a phone

call and on the way out there i was like
wait don't quit yet like just let's wait

till like just please i'm not ready like
i just wanna make sure the checks are

cleared first ohh so i all depressed i
put on my backpack i walked to school and

i'm sitting in my class i'm all in the
way that i did the thing that college

students know how to do when you want to
get out of sitting in the class i was

like so like fidgeting a little bit like
bathroom she's like oh so like run out

and go to the computer lab i sit down and
i'm like all upset i check my email and i

check my email i open up and there's like
probably twelve or thirteen emails from

paypal people have bought my little thing
i was like oh my gosh this actually

worked like the thing worked like i did
illegally but like it worked like ohh my

gosh this is the most amazing thing in
the world and then i was like i didn't

actually make that product and i'm like i
gotta make this product i'm like making

the product and all sorts of stuff this
is like the myron thing right anyway

whatever so i'm making the product
shipping him out to people all excited

and then the process like OK i the result
was right but the process was wrong

what's the right process i started this
phase of my life start geeking out trying

to learn things i mark joyner to learn
from these people about how to drive

traffic into your own squeeze page to
build a list people actually want to hear

from you but that moment shifted my life
as soon as i realized that like that it

worked we sent an email to you listen to
me guys it's like this is huge just

changes everything now became my focal
point from that point that point forward

OK alright hopefully i've driven the
point down deep enough on your list it's

important OK one more thing i want to
talk about really quick and we'll go

deeper on this probably tomorrow when we
get into 50$.

Funnels back when i was getting started
the focal point this was all your email

is this all this was OK the market that
you guys are in today this is evolved and

shifted it's not just that OK it is it's
bigger than that and some people think

like oh this is my facebook platform it's
my instagram followers no that's not what

this is OK because who owns your the
facebook platform the second snap happens

you can lose your thing right have you
guys saw the story last month that alex

jones had like how many tens of millions
of followers facebook 's like i actually

don't like you boom gone overnight gone
he did not own that somebody else owned

he was controlling it he had attention he
had earned his way in but it's very easy

for people just to get rid of those
things OK what this is all of your data

that's not stored on platforms this is
your pixel data this is your email this

is your messenger list this is like all
the other things that's what this is all

the data on all your customers and as
many different ways you can gather OK for

us we're obsession of gathering in tons
of different ways OK in fact the main

reason we year one of click funnels first
year click phones we didn't have action

that's the main reason why i built action
etics is because i had all my emails on

different platform actually more than
once in fact i have all the numbers here

and they didn't like my marketing
practices and they shut me down right

here how many times i pulled it up last
night so i use aweber first i've been

shut down by a weber six times get
response ship down four times eye contact

nine times i kept going back to them
infusionsoft twice active campaign two

times mel champ three times and it got
the point was so ridiculous every single

time got shut down i would go spend
months building out these 00 sequences

right in aweber build out like three
months with follow up sequence to get my

list up on my whole list email and one
get sent email number two get set i'm

like it's finally working and i get that
dreaded email dear sir we do not like

your marketing practices your list has
been cancelled please export all data

within the next twenty four hours what
like why like ohh you got too many spam

comments like how do i spend too many
spam complaints like oh well we have

really high email deliverability people
have heard from you six years finally got

your email they didn't like us they i'm
like OK so like i take that extra my list

i'm like crap so i have to go to new
platform i rebuilt then three or four

months rebuilding my entire sequence
again but i do different this time

because half of us got email one two and
three so that's great new emails that

aren't the same they got like two weeks
through a whole new sequence sixty two or

three months and get response i uploaded
your response boom you know, 1 % email to

email them three i get the email again
dear sir we do not like your market like

do you guys work for the same company
like the Word for Word the same email i

go to eye contact and i got point i was
so annoyed i was like how do we build

something that like it could be a solid
foundation for us and that was why we

actually decided to act like i want to
build something where i can build my

sequences and wanna spot where i let's
say the person i'm mailing through

doesn't like my practices and i get shut
down for like a second grader from a i

can't think of the mandrill or a weber or
AES or whatever amazon 's emails where i

can just like plug in something else and
i don't lose my customers don't lose the

data like things keep happening so that's
why we built it to be a safe haven for

all of us marketers to store our data
where it doesn't just disappear OK this

is a lot of pain this is years
collectively and me rebuilding campaigns

where i could have been just serving my
customer i kept rebuild it they shut you

down rebuild it shut it down with what we
do we don't shut you guys down you build

the campaigns and even if you're provider
shut you down you plug in a new provider

you keep rocking and roll and keep going
so that's why we built and that's the

that's the purpose kind of thank you so
we have some big updates coming out to

action next to become live in the next
week or so that you guys are gonna love

but the reason why in fact it's funny we
internally in the office calls the black

box because you know what happens like in
every single airplane apparently there's

this black box that's hiding in the plane
right and as the planes flying through

it's recording all the data is happening
and then if that plane wrecks and

everybody dies like what just happened
there's this black box that cannot die in

a plane wreck somehow i don't know they
do that they pull the black box out and

look at all the data is all there so we
did like i want this to be a black box

where everyone can store their stuff so
that if you crash and burn you can still

pull it out and be like oh cool plug in
something else cause if you lose that you

lose your business OK so that's kind of
the purpose behind your black box that

stores all your data OK alright who here
is sold on building a list are you good

i've done my work here i can move next
thing alright there you go there's no

take a picture of it alright the next
phase i want to go deeper into now this

fart so much fun literally last night at
like ten o'clock at night i had an idea

that shifted this whole presentation i
was freaking out i was calling steven and

julie and dave were all freaking out so
you guys get to be on the other side of

the freak out which hopefully you guys
will enjoy OK so go to the power of

congregation alright i talked about this
a little bit earlier with like the

wrestling congregations right like when i
was wrestling there are congregations

wrestlers were all who were all grouping
in the same spots but this is the

understand this congregations like this
is why the internet is so powerful before

the internet people didn't congregate
together based on beliefs and values and

things they like they've garnered they
congregated together based on where they

lived right like i grew up in sandy utah
so we hung out with people in sandy utah

because that's as far as we could get the
internet popped out and he gave us billy

have a global audience we connected
everybody in the world right i still

remember in high school i remember all
the different little cliques right like i

was one of the wrestlers i was with all
the wrestlers we hang out but look at all

the other clicks were happening they were
like the band guys and the and the music

people and there was like this group of
people playing that magic card game every

day at lunch i was like what are they
doing there's this group of people have

these like black sticks and they flip
things around and i was like everyday

lunch they do that like three or four of
them like why are they doing so weird

right now for then there's like three
kids in my high school that did that but

how many has had three kids in high
school who also did some of those things

so what happened is the internet came
together and all of a sudden all three

kids every single high school gathered
together now is five million people

talking about magic the gathering K or a
million people talking about these sticks

that you flip million people talk about
wrestling like it's giving the everyone

can congregate together based on actual
things they're excited by beliefs and

values and things like that right so
that's the power of the unit that we have

which is amazing and so what's cool about
is it makes our life so much easier

because all we have to do is go find
those congregations and then we tap into

them OK now what i wanna do is i wanna
kind of walk you guys through some of

this stuff is expert secret stuff i wanna
i wanna lay it out because it frames what

you need to understand for the
congregation side of things ken and he

has read the expert secrets book thank
you how many guys haven't yet nobody will

ever want to admit it alright there's
gonna be a test later jen alright so an

expert secrets we talked about the
evolution of the markets right so if you

look at like the way that the markets
first began this is probably back about

the time that interruption started
happening right direct mail TV radio like

all there was like this people weren't
just buying based on needs is when we had

the ability to interrupt somebody and
like sell them based on desires right so

that's the magic so like as soon as it
shifted from that so again i probably

early nineteen hundreds or so marketers
like us have the ability to sell based on

desire so what are the three core desires
the three core beliefs who members health

wealth relationship cool so these are the
three markets the core markets already

caught three chord desires her stephen
larson said one time i was like that's

amazing it's the three core desires right
and so you think about this back in

nineteen hundreds there weren't a ton of
people doing this right the people who

were in business with people who had
their toasters at the grocery store and

they were home to come and actually
search for it but also open this channel

where we can interrupt people and sell
them on this concept right so what

happened is that all the a few people
started getting this like someone who was

like the health person in fact anyone
here read the book make him believe dan

kennedy wrote make them believe yeah a
few of you guys it's worth reading what

was the name of the doctors name remember
top of the head it was his health chief

kessler is co author the name anyway
there was this doctor back in the early

nineteen hundreds who gave famous for
these health procedures where he would

put you under and give you goat testicle
transplants i'm going to leave it there i

don't know the rest of the story but he
was like one of the first health people

right and he's going from city to city
like hey man we can change your whole

life OK if you're having troubles because
you need goat testicles instead the ones

you were born with i can give you a
surgery and change these things out and

he created desire and be like are you
kidding me that's all it takes goats OK

this guy became insanely rich in the
health market he was the first one right

same thing happened in relationship same
thing happened here these three desires

people started finding that they could
fulfill the needs of these desires and

help people OK and at first they're the
only ones like so this is blue ocean like

i'm the only person i throw something out
there no matter what i'm throwing out

there people are buying the hook i'm just
i'm just pulling in fish like crazy

anyone ever gone to a stock pond and
going fishing like it doesn't matter what

you i went fly fishing with these guys a
couple weeks ago or a month or so ago and

like they teach you how to fly fish i am
so bad like and they're like no your

wrist is wrong no like everything i'm
like i don't know but what's cool is they

were stock ponds with fish who literally
eat like five hundred times a day off

people's lines so i'm like ohh like
horrible form like but i got a fish like

it's not that hard right even i was a
good fisherman in those situations so

during this time you could be selling
goat testicles you're gonna make a bunch

of money doesn't even matter right
anything throughout their people are

biting then what happened then people
start saying oh my gosh there's money to

be made entrepreneurs are looking at
there's opportunity there i wanted that

too and they started jumping in and these
blue oceans were amazing started getting

bloody and there's more and more
competition started coming in these right

OK so that was in the early nineteen
hundreds now you look at fast forward

twenty thirty years we start happening is
the evolution of the market started

happening what happens is they start
looking this OK there's a bunch of people

teaching wealth in this world of wealth
but it's getting hard there's more people

competing and people start specializing
so start breaking out into what we call

the sub markets this is like the second
phase of this thing right so instead of

teaching i'm help you be wealthy it's
like i'm going to do it through a certain

vehicle the vehicle what do i say it's
let's say it's real estate i'm gonna do

it through sales i'm going to do it
through internet investing i'm do it

through ebay or whatever it was right but
all of a sudden people started

diversifying the markets and they come
out here and like when ebay came out and

the first person like i'm gonna teach how
to make on ebay that person made so much

money that only ones right and it was
this blue market the throwing up things

making tons of money going like crazy and
then other people saw that and also

they're in they're in there OK and when i
first got in this business band back in

early two thousand one if you wrote with
ebay on the end of any offer you were

rich how to make money on ebay how to
flip houses on ebay how to bubble if you

were ebay at the end it was crazy because
everyone was so excited about this big

huge thing ebay right it just worked
until eventually it didn't right because

also the more people got in there got it
got bloodier and bloodier blood at the

point where i it got hard to compete in
these things OK so that was probably

seventies eighties nineties ish OK now
the market that you guys are in today

that we've inherited right now is one
step deeper than that right it's coming

down and going from the submarkets into
what we call the niches so inside of real

estate there's a lot of ways to do real
estate right ohh you can flip houses you

can wholesale houses you can leave you
can short sell all these different things

like the sub niches inside of here and
initially they were nice and nice and in

blue but as happens they start to get
bloody as well OK and so for us this is

like this is what's happening OK this is
kind of the market you guys have all

inherited today and somebody says man i
wanna go back to eighteen hundreds been

way easier right yeah but you have to
understand this is where we are OK and so

a couple of things they wanna they wanna
sketch out here for you the first thing

you understand if you look at like we
talked about earlier say cold warm and

hot markets right down here this is like
the cold markets right these guys are

cold look at these right here these are
the warm markets for what is you're

selling and our job as marketers is to
come in here and we're looking let's see

how can i do this is a this is like this
big red ocean right inside here all of

your dream customers and swimming around
how many fish can you draw russell at

least five OK there's all these customers
right and all of them in these markets

they're in a vehicle right now and
they're trying to get this result we

talked about earlier right they all this
result trying get to but they're in

different vehicles they're in they're
trying to become wealthy so they in the

real estate vehicle maybe they're in this
they're different vehicles but the goal

is the same they want this right this is
the end result they want they want a

better relationship they want to be
healthier they want to make they want the

wealthy that's still the core desire they
have but the vehicle they've chosen here

or they've gone here somewhere they've
chosen a vehicle that they're in right

now OK it's very rare you find someone
that isn't chosen a vehicle if they have

it's the cold traffic this is why cold
traffic is harder to convert cause at

first i had to put them into a vehicle
but they're already in a vehicle that our

job is easy we have to go make fun of the
other vehicles and people come to our

vehicle right we just convince them that
our opportunity is better than the one

that are currently in that's what we
start here it's easier to come here so if

you draw a little picture of this is you
and your job is simply i'm talking about

a couple of things but first off your
jobs need to create your own blue ocean

but then you're basically fishing back
here and you're grabbing people out of

these other markets and pulling them into
your new opportunity OK all right now

this is the evolution we talked about
that we were kind of brainstorming on

last night and the expert secrets book i
talked about this concept right and in

here i said that your guys 's job is to
try to create a new niche like how do you

create a new ocean that's not that's not
already bloody how do you create an

actual new opportunity we're not trying
to be a better version of something else

that's a hard thing to do and what i
realized over the last ever since this

summer this summer i read a book called
play bigger anyone here read that book

yet i've been talking on the podcast for
a while kind of geeking out on it so the

book play bigger it's an it's really
interesting book but the core concept

behind it talks about is a concept we
call category kings so what is a category

king if you look at every market there is
a category king right and the category

king sucks up like ninety percent of all
the business right and the last ten

percent is like the scraps every else is
fighting over OK think about it and the

different businesses and industries
you're in right apple in the phones they

became the category kings of smartphones
they sucked the entire business and all

other companies fighting over the scraps
right look at other ones anyway amazon

yeah any business and think about the
market you're in every what was that

kleenex xerox netflix every industry
there is a category king OK now what's

interesting that book it goes back
historical from like the beginning of

time till now and it's almost impossible
to dethrone a category king epson has

become a category king it's almost
impossible to dethrone them OK the

category king isn't necessarily the first
person to the market but the first person

who steps in and like dominates it right
that is becomes the category king so the

category and if you read that book it
goes through a whole process what they

call category design how do you actually
design your category and things like that

and so what i'm wanting to kind of lean
more towards for us for everybody to

think about this like i said it's like
i'm gonna create another niche it's like

no i wanna do something bigger i wanna
create something bigger like how do you

actually create your own category right
and so right here i'm right category king

like this is your blue ocean this is it's
bigger than this is you're grab people

and bring them into your new category so
for example and some of the things we did

and i didn't know what going into but
looking back now is like oh my gosh like

when we when we started click funnels
there was a lot of this happening right

there was like wealth and there were
sales and there's email platforms text

messaging platforms marketing automation
CRM 's all these different things right

and if i woulda came out we launched
click phone said alright this is the deal

looking to landscape and at the time the
biggest landing page software was lead

pages right that was the category king of
landing page software if i woulda came in

there like alright we're gonna be bigger
and like i am the category i'm going to

become the category i would say click
phones the best landing page software in

the world what would happen they already
had all the attention i could have

chipped away at it but then there was
like unbounce i was like fifty thousand

people all fighting over that category so
i could have came in and tried to fight

against all of the all the pressures of
everyone's you know try to swim upstream

or said i didn't right i think it's
infusion soft right arguably the time the

biggest marketing automation platform out
there right they were the category kings

of marking automation if i said click
phones the best marketing automation

software in the world what would happen
would have been tough right i'm going

against the whole thing so instead we
design our own category unknowingly i

said look i'm not going to be the best
landing page software maybe this market

cream i'm the best sales funnel builder
on planet earth lucky time we have to be

the only sales funnel plot builder on
planet earth right we create our own

category we launched it we grew up and
became the category king and right now i

look at our competitors and fighting over
the last ten percent of scraps and

there's a lot of them OK i know can i get
emails every time new launches and i just

laugh like why would you even do that
you're coming in trying to like OK and

what's happening is that after you come
the category can you start sucking up the

categories around you right lead pages is
no i is anyone heard from page recently

yeah OK they least they recently launched
a lead page funnels you can do funnels

outside pages nobody 's talking about it
they're like oh these guys are the cat

let me come like fighting like best case
scenario you can't just throw in a

category king less the founder of
something really stupid right if i tweet

something now it's not somebody else but
like as long as the software doesn't go

down right do something stupid like it's
going to be really hard to throw in the

category kings almost historically
impossible it happens not often very rare

right and so you got to think about like
as you're growing your business like

don't think like i'm going to create
another niche it's like how do you become

a category king of something and it's not
so much to develop something completely

new looking like what's around me i had
marking automation i had landing page

software i had split testing i had all
these things and we do all those things

but like what is it that makes us unique
what could be the best in the world that

can be the category king what is my blue
ocean it's funnels and so we design the

category around that OK if you guys start
thinking through like what is your

category what is the thing that you can
be OK and that's deeper than we're get

into this event this is like expert
secrets two oh one we could go really

deep but if you do want to go deeper on
this replay bigger it's really good

there's audio book as well but it talks
about category design how do you design

how do you figure out what is your actual
blue ocean what makes you different like

how do you thinking it's not like a huge
shift it's just like it's a positioning

how do you position position yourself
differently so you are your own category

it's hard to step in where somebody else
is category can win but it's easy if

you're developing the category to be the
winner because you develop it and you're

you got a head start for anyone else
catches up to you right we had two years

of destroying funnels before anyone
started coming after us OK because we had

a head start so if you got the same thing
like start thinking about how do i how am

i designing this category so i can be the
king and if you have that now it's like

now you own that right now it's your own
thing then after you figure out now this

is your blue ocean you know what it is
then your job is just look at this and OK

i'm just going to go a step backwards can
look at these are the desires OK so first

off for the product of service you sell
which core desire are you helping people

with is it health is relationships is a
wealth and some of the russell doesn't

fit in my business my business is
different steven you wanna rant for a few

seconds please come on up here come up
here i need you on stage we're gonna run

i need a ramp but steven i sell shavers i
don't i don't help health wealth

relationship i don't know you're talking
about this doesn't fit this whole thing

is a scam i don't believe you guys.

Well, Russell, that's not true.

But how does razors fit into one of these
core?

Desires OK, you guys know, right?
Ok, think about this, right?

We know.

We know that the product is different

than the sales message, right?
And we know that if you think about,

like, you're gonna choose one of these
three things, it's gonna be health,

wealth, or relationships.

Drives me nuts when someone says but

Steven, but I'm not selling one of those
things reaction no reaction alright OK.

Over here.

Drives me nuts.

Ok. Because while your product does not
have to fit in one of these three

categories, your sales message must.

Ok, so if you think about, like,

Gillette, Gillette's my favorite
examples.

Gillette, right.

Gillette razor what?

What category is actually selling into
relationships?

You guys are all listening to me, right
why?

Because they're coming in and I'm not
shaving right now right?

But some guys gonna be shaving his face.

Yeah, I'm the man.

You think they're commercial, right?
The message.

Decided that ohh.

Shaving the face, shaving the face.

And then a woman comes up and like feels
his face up like yeah it was up, man, you

want the woman.

Here's the razor, right?

And so even if it doesn't naturally fit
inside of there and if your product, I

don't know, do I sell health, wealth or
relationships.

If your product isn't there, the sales
message must and you have clarity on the

desire that you are delivering back to
the market.

Ok easiest way to do that if you start
thinking through this category that

you're going to create and develop, just
figure out what rocks you're going to

start throwing back into that red ocean.

And you start getting all the customers

to listen and ohh my gosh, my vehicle of
what I want to give you there is actually

not adequate anymore, you know?
That awesome. Keep it out of bronze.

I guess actually.

I'll be right down, all right.

I love when Stephen Rance.

Hope you guys like that.

Can you imagine the office when he was at
click funnels?

I like ranting that he be ranting and
getting louder and louder every outside.

Like what is happening in there?
Like I don't know, just back up, alright?

So I love that the projects that fit
this, but the cells message does.

Ok, when you're interrupting someone,
you're not selling based on their needs.

Like, I need to shave, you're selling the
desire, right?

You're selling the desire.

Now what's interesting, right.

So Gillette Shavers comes out here, OK,
one of our friends comes out a little

while ago and he's like, I want to be a
category King.

And he started a company called Dollar
Shave Club, you Know, Shave Dollar Beard

Club and it's a Dollar Beard club.

So there's our shape club first, right?

And there's our beard club.

And if you look at his, all of his ads

are him making fun of people like me who
can't grow beard.

Literally everyone of them.

He was like one of the ads like you've

never seen someone say, hey man nice
shave never happens.

Grow a beard.

I'm like ohh I.

Even as someone who can't physically grow
a beard, I'm like I must.

And he's like well we have beard
supplements that will help you grow beard

oil. I'm like I need to get these things but I

can't anyway, right?
So The thing is like as you're developing

your category.

What you're doing like sequence, you're

looking back now and say, OK, this is the
congregations that I'm gonna be saving

people from like, I legitimately.

I don't if this feels way about your

business. If you don't, you need to amplify this.

I legitimately feel like if someone's not
using click funnels, they're screwed.

Like when I see someone using infuser, Oh
my God, your life could be so much

better. Do you understand what we could do for

you?
I remember like the first time people

seemed to webinar, I close pretty
consistently, live about 15 % who are on

webinar. If we're live event coming from 30 to 50

% and people like, man, you close like
half the room, that's amazing.

And I'm like the other half didn't buy.

Like what more could I have done for

them, right.
Like, you have to be that passion about

you being like so angry.

Like yeah, 15 % is a great conversion

with 85 %.

How do not get those people understand

what I'm saying.

It makes no logical sense to me, right?

If you didn't buy my thing, you must hate
money.

That's the only logical explanation I
didn't buy, right.

That's how I honestly feel about what I
sell.

And you guys need thought.

Saint Patrick, I'm looking at this right

here. And these are all the people, these are

all these vehicles that people are
driving and trying to get this result on

the mountain.
The result.

And I'm like, you are going so slow.

I could speed you up.

I can get you there faster.

I get you the better, more efficient some

of you guys.

I know that Pinto will never make the top

of mountain man.

How would you try?

And you just try and you're trying to.

I need to save you.

Like, please let me do that for you.

Let me take you from these other vehicles

and plug you into my world.

Ok. So i'm looking at the marketplace.

Ok, here's all the different places that
people are currently congregating.

That need what I have to offer.

And if I can get them to come to me, I

can help them.

I can serve them at a higher level than

anybody else can.

That's the kind of vision you have to

have as you're trying to figure out this
thing, right?

We know who our dream customers are.

If they're not here with you right now,

they're somewhere stuck in here in this
red bloody ocean being devoured by your

competitors. You gotta fill that.

Passionate about it, you guys.

If you do, it makes this game so much

easier. If you're like, Oh yeah, my thing is

good, but almost good too.

No, you gotta be this passionate about

what you're doing.

Like how many guys feel that way about

what you sell?
If not, like how do we crank up that

heat?
You got to believe it and believe and

believe it.
And if you don't believe it yet, means

you haven't saved enough people.

Go find more people and work for free.

Serve them.

Do whatever you can to give them the

result. Because the more you get, the more it's

going to burn inside you and the more you
want to serve people better, OK?

And you can look back at this and say,
here's all my dream customers i'm going

to save all of them.

I'm gonna get these people over here at

whatever cost because I know this is a
better way for them.

They're gonna be happier.

Life's gonna be better.

And someday they'll be grateful for me
for being a marketer who keeps throwing

hooks out there and try and dragging me
and trying to drag him and drag him in,

right. Ok. And so this is the goal.

Now, eventually we come back here.

So we started moving back to cold

traffic. And most of you guys will probably never

get to cold traffic, to be completely
honest.

Like cold traffic going from 10 to 5050
to 100 like beyond.

But the reality is I'm going to cold
traffic is people just have a desire to

be wealthy, and I got to convince them.

This is the thing.

It's a bigger gap.

So we're not gonna get too deep in here.

But this is like Azure companies going
this is where we're getting click phones

now is like we've we have been like
fishing out of as many places here as we

can. Now it's looking like how do we make our

message resonate more cold people who
just want to get wealthy.

Ok it's a harder argument.

Different language patterns, stuff like

that. But for right now this is the known

markets. The submarkets and the niches.

These are all of the different pawns of
people congregating together.

There are my dream people.

Katrina is the story earlier about

wrestling. If I was selling wrestling products.

I'm thinking where are these people?
Congregating OK where are they

congregating?
Where are they congregating?

For me, I knew the mat.com
All the wrestlers are there right now.

trackwrestling.com is where the wrestlers
at Flo Wrestling, where the wrestlers at

five seven wrestling practice.

I know all the congregations the

wrestlers are currently in.

Ok. If I'm selling Internet markets, I'm

selling weight loss.

If like wherever you like, you need to be

hyper aware of all these different
things.

I had somebody join one of our coaching
programs probably three or four years

ago, and they wanted to be a real estate
guru.

I still remember they came to me like
Russell.

This is a cool thing.

I figure out this thing is amazing.

What we get houses and we buy them for
really cheap and then we flip them and we

make a profit in the middle.

I was like, what?

Like that.

Like that's called house flipping.

That's like a lot of people do that.

He's like, no, it's like we made this up

right now.
No, you didn't make it up.

That's like a thing that's been around
for a long time.

And I was like, OK, well, whatever.

Like you can still sell.

I'm like, OK.

So who are the people?

Like they tell me about the market who
are all the different people that are

they're currently buying from and he's
like, I don't know.

Like what do you mean?
Like for example, like the other people

who already selling designs like Robert
Kiyosaki, like he's selling your

audience. Like who's Robert Kisaki was like what?

You're selling real estate.

You know Robert Kisaki is.

Are you kidding me?
You're a Donald Trump.

He's the president now.

Like, same thing.

Like, doesn't make any sense to me right.

Ok. He had no idea.

I was like naming off like.

And I happen to know the real estate

market. I was like name off probably 30 guru

friends. I have the real estate guys.

I'll talk about this.

And didn't know any of them.

Like how in the world should be
successful if you have no idea where your

customers are currently at?
Like, what is what's being said to them?

What's being told to them?
What's happening over here?

I need to be hyper aware of that.

Because if I'm gonna convince them that

my vehicle is better, I know their
vehicle is right.

I have to understand passionately and
intimately exactly what they're currently

doing to try to get to the top of their
mountain, to try to get their result.

Because if I don't know what's happening,
i can't help them.

I can't move them away from it, right.

So if you guys, it's becoming

understanding exactly where are, where
are these congregations of people are

currently at?
Where are they hiding it?

Where are there, where are your people
right now?

Ok, so we did the first versions of
exercise earlier today.

This is the deeper level deep now.

Ok. So for an interruption, I want you

thinking about this.

We're gonna take a few minutes here in a

minute and it's gonna be two-part
exercise and have you guys spend probably

3 minutes.

Are you thinking about this first

question, which is the business that
you're in, the business you want to be

in?
How do you create this to where it is

your own category, where I am the
category King of sales funnels, I am the

category King of weight loss for women.

I'm the category king of whatever your

thing is, right.

I won't even make a phrase.

And the category King of this and make
sure that it was you as you figure out

what that is.

There's no other current category things

you have to throw and behead to get
there, right?

That's the long path.

What is it that you have that you could

be unique?
What could you be the category King of

which is actually rise first then come
back here into the red ponds here in a

second?
Ok, so spend 3 minutes and write down I

am the category King of Blink and figure
out what that could possibly be for your

business. And go.

Maybe you left?
Your mark.

Doesn't matter where.

You can give my regrets, baby.

I got these scars.

My let me to forget.

Reminded me I got these scars.

Get your love.

My name? There's no room in war, but
feelings hurt me.

Do the call.

Still healing, and I know you're no good.

For me.

So I tried to forget the memory baby.

It hit so hard, holding up to my test,
maybe you left your mark, my let me to

forget doesn't matter.

Baby, I got these scars marry, me to

forget. Remember I told you save the solver.

So hear me as much as you.

Like I need you, god, these, metal baby i

kiss so hard baby.

It doesn't matter request.

All right. Ok, I know I give you 3
minutes.

This is not a process that takes 3
minutes to figure out how you're the

category king of a brand new market and
change the world, right?

Ok. I want you to start the process of
thinking.

So when we exit this experience in your
home, your hotel rooms, tonight, we're on

the plane, tomorrow or next week or
month, you're thinking about these

concepts, right?
Because if you can dial that in and you

can nail that, it's huge, OK?
It sets you apart from everybody else.

In fact, it's interesting you think about
the big brands, right?

Like Kleenex was a brand that became the
name of the thing.

Levi's were a brand that became the name
of the thing.

I get people in every city I speak and
conduct me like I'm trying to build a

click funnel.
I'm like ohh cell phone or click funnel

and we're becoming the thing, right?
And if you define it and you categorize

it, you become the thing and they start
calling you the thing, that's even

better. So kind of fun, alright.

Ok. The next transition i want to talk
about for a minute.

So we talked about this right you got
talk about Category King now as you're

defining and like figuring out this is
you, this is your blue ocean, you are the

category king.

Now your job is to look back like we said

and start looking back here.

These are your customers, this is who you

are serving and your job is start pulling
people back in.

I want Steven to share real quick story
all three of the box on this one.

About one of our clients we're working
with one of our fat events or something

like that kind of we talked about this is
not part of it and we talk about this got

stuck and Stephen had a really good.

Stephen ISM?

Some college right?
I was taught that I needed to come up

with a product.

That was completely brand.

New, right, totally prolific.

Something known as ever seen before and

like that's some risky crap right in
reality, that's not actually how the game

is played.

You know, I was.

It was during one of the final hackathon
events.

How many?
Has been one.

So yeah, my people, what's up?
Awesome and it was during a break and at

the break somebody came up.

I can't remember the name.

Somebody came up and said, hey Steven, I
got this sweet idea.

We all have tons of millions of ideas.

He said, I got this sweet idea is let me

tell the idea you told me idea in all
these different pieces behind it.

And he said, do you think that's a good
idea?

How many guys have said that phrase ever,
right, like crazy?

And I said, well, first of all, am I your
target market?

He said, no.

I was like, so first of all, why do you

care what I say?
Second of all, what's the red ocean that

you're stemming out of?
Like what are you coming?

What's the one step you're taking away
from?

What's the right ocean you're taking one
step out of?

And he goes, I don't know.

And I said that's the riskiest idea I've

ever heard in my entire life see boom.

Drop the mic ohh it's not as powerful to

drop the mic that bounces like ohh.

Well, alright, OK that's what we think

about. Now if you don't know this part of it,

it's like you said, it's the riskiest
business you've ever been in.

You're coming from something, right?
There's a core desire you're trying to

serve for somebody.

Ok, I keep doing this thing where like

point to this invisible mountain.

You have no idea.

I'm talking about my head.

What I'm visualizing is like, there's

this mountain up here in the top of the
mountain.

Is the result.

That you were going to get for somebody,

right?
And they're down here in this little

vehicle. Here's their car.

And they're going to be right.

So they're in this vehicle and they're

trying to get at the top.

And so all these submarkets are all the

vehicles, all the people are following
all the things they believe, all the

groups, they're all these things that are
trying to do to get this result which

fulfills the desire they actually want.

Ok. So for me it's coming back saying,

OK, here's all different ways they're
doing that.

These are all the places I'm be fishing,
all the people, all place may be grabbing

my customers from and moving them over
here.

So now to be able to understand this, we
have to define this thing and really

understand it.
So for this exercise, what you guys want

to start, I want you starting to do.

Right now is figure out for your

business, you're gonna figure out if your
health wealth relationship.

Ok, so on the very top of your paper
write down if your health, whatever right

now write that down.

Say I am in health or I'm in wealth I'm

in relationship.
Whatever your sales message is focus on

which one of these three are you.

Ok. And then for the next 3 minutes, you

unread that and say, OK, inside of
wealth, what are all of the sub markets I

can dream of that are in the wealth
category?

All the sub markets in the relationship
are in the health.

Call this on top of my head.

So in relationships, you've got dating

couples dating you know, like, man, I'm
really bad at this.

There's dating.

There's marriage parenting yeah a

relation like interpersonal relationship
skills, leadership skills, like all

things relationships, right?
Health could be weight loss, weight gain.

Keep like.

Losing weight, feeling better, healthy

skin like all things right.

And then so that's all the submarkets.

Listen many submarkets you can dream of
and then and then the one that's closest

to what The thing is you're selling then
breakdown, right.

All the sub niches.

So if your real estate then write down

house flipping website whole, selling a
short sales like all as many things as

you can.
So when you get as close to your actual

product as possible that you're going to
be a category king with.

Ok. So basically have 3 minutes again
right down your decor desire all of the

sub markets you can think of underneath
that core desire and then the one that's

closest to you.

All of the niches within that sub market.

Sound good?
Ready go.

Ain't no friend of mine.

For you now.

You see, I'm moving on fast.

Finally got the Pasco.

Leave this pain behind.

You got deep.

But you don't see.

You don't my mind like dynamite, you go

boom you got deep now I don't dynamite.

Be no more retribution.

No, I thought you better not waste your
time.

I don't.
Miss your bumps around me.

I put my head in the fight.

But you don't say.

You don't.

You go boom you got date now I don't

sleep, sleep.
Dynamite goes boom braces.

I don't wanna sound.

But if you still.

Don't get it.

Never gonna get it.

Could you be your friend?
But you don't say you don't have, you

don't play.
You don't my mind like dynamite.

You go boom you got date.

The news is the dynamite goes boom 40

seconds. Keep writing, keep writing 40 more

seconds. All right.

Time, Ken.

One more quick thing, then switch to the

next piece of this.

There's a concept that if you read the

extra secret talk about opportunity
switching, right, we talked about a

little earlier today as well.

Your job really is like we figure out

here. These are all the opportunities people

are currently in to try to get this
desire that your product also fulfills

for him what your job is.

Well, this whole thing is your points

over what we call an opportunity switch,
right, opportunity switch.

And in the slide if you drive this
little, this little bridge I drew, it's

like a bridge drives opportunity switch
bridge I'm taking from here into my new

opportunity so I want to kind of put that
in this image here because we're going to

show it in like 2 slides as well.

And I want to make more sense.

But that's the job is our job is to go in
these red oceans, find the people who

have the core desire that we solve,
finding them, convincing them that our

vehicle is better and they get an
opportunity switch into our category so

we can serve them at the highest level,
OK.

Alright, so next I want to go into the
next phase of this.

Is a concept we called a Dream 100 How
many have heard me or Dana Derrick talk

about dream 100 at least once?
Alright, how many guys are actively doing

the dream hundred Your business?
It went from like 100 % to like 8 %.

Alright, good.

That means I have some to talk about

because Russ, I heard this before, I'm
gonna keep saying it until you do it.

Alright, so the story behind the dream
100 So I learned this concept initially

from my friend Chet Holmes.

And Chet passed away a couple years ago,

but I had an amazing experience with him
three or four times, had a chance to hang

out with Tony Robbins Resort in Fiji and
like do business together and figure some

stuff out.

And she was an amazing business,

strategic guy.
But if everything I learned from chat,

the one had the biggest impact on me and
our company is definitely this concept,

the Dream 100 And so I met she at the
very first time and we were talking about

this stuff.

He had a book in his chapter.

In his book, the book is called The
Ultimate Sales Machine, which he has

gotten that yet.

Ohh, it's coming.

You may all be having a box of that
coming in the mail in the near future.

So anyway, is it OK if we deliver you OK
with that?

Ok. But scroll to that chapter when you
get it.

Just read the dream Hunter because it's
amazing.

So in that chapter talks about is when
Chet was going through his career, he

worked for a guy named Charlie Munger,
who's a billionaire, and he worked for

one of the magazine branches that Charlie
ran.

And the magazine time was the lowest in
the industry.

Like, there's like, I don't know, 20
magazine industry.

They were numbered 20, the bottom of the
ladder, right?

So Charlie brought Chad and is like, hey,
you're a magic marketing guru, make us

number. One, just like alright, I'll do my magic.

So he looked at that.

He's like, OK, and they were trying all

sorts of stuff.

Some more ads and said you know what if

you look at all the magazines are
category who are the people that are

buying the most ads?
It's like make a list of those people.

And from number one number two and all of
us said OK, these are if you look at

everyone these are the like 90 % of the
ads are bought by these 10 or 20 or 30.

How many companies, right.

So we made a list and he called the Dream

100 list all the companies who spend most
of the advertising budget in their

market. And he took that list and he started a

pig headed discipline campaign.

The book was initially supposed to call

pig headed discipline but his publisher
hated the name so he changed it to.

The ultimate sales machine, if you read
the book he says picked discipline like

500 times because that was the title as
he was writing the book.

And he said and that 4 got my dream one
hundred list.

And then with pig headed discipline I
messaged them every month I would send

them a package in the mail with
something.

2 weeks later I called him on the phone.

Then two weeks later I sent something in

the mail to set our call on the phone
with pigheaded discipline.

I did that every two weeks at the cinema
package called my phone.

Send a package called the phone.

It's in the first six months.

Guess what happened?
Nothing we didn't tell anybody.

Nobody shifted.

But then a little bit later, first person

came to us, and the second person and
third person from like a year and a half

went from the number twentieth magazine
to the number one.

By a pig headed discipline focusing on
his dream 100 check.

Then takes that same strategy he wrote a
screenplay for a movie and he wanted to

do it.
He's like, I don't know when Hollywood,

I've done this before, I'm gonna do the
same strategy.

He's like, I'm gonna go and get a list of
all of the people that can make my

screenplay become a movie.

Who are the actors of the directors, the

people that actually can make this
happen.

You build the Dream 100 campaign and then
with pig headed discipline he started

actively and aggressively marketing to
these hundred people.

He'd send them the script in the mail,
they call on the phone and something else

and call on the phone and did this.

And tell somebody picked up his thing and

they turned into a movie and kind of
cool.

So the way that Chad was like a very
one-on-one experience you try to sell

this person the thing and to this day if
I get any clients coming like I'm selling

a hundred thousand dollar thing or a
million dollar.

Thing i'm like just do the dream 100 the
way that chat said it because it's

amazing trying if you if you focus how
much time if you're selling for a hundred

thousand dollars million dollars you can
spend 2, three, 4000$ to get a customer

right. It's like that's the strategy for a lot

of us.
We're not selling something where one

customer's not going to.

It's hard to justify me sending a package

in the mail and then buy a free plus
shipping right really quick, I run out of

money. So when I started looking, he taught me

that constant.
Like, how does that relate to me?

How does it relate to our kind of a
business?

And I was like, wait a minute, what if I
started looking at all these different

people here?
And I started doing drone campaigns to

them because this community, this group,
this person might have a thousand or ten

thousand or a hundred thousand or million
people on their list.

What if I started marketing to those
people?

And if I get them to say yes, one, yes
could turn into 100 customers or a

thousand customers or more, right.

And so we started doing these dream 100

campaigns to the influencer.

So the people that had my dream customers

already on their lists, we started
aggressively marketing to them.

So that's kind of the concept behind the
Dream 100 And the Dream 100 is going to

be the foundation for most of what we
talk about over the next day and a inside

the dream one hundred because their
student inside of traffic secrets because

again, I told you this earlier, like we
don't have to go and create traffic.

It's already there, right?
I know for my audience, I know Tony

Robbins already has 3 3 million people on
page.

You know Gary Vaynerchuk's got like what
3 4 know I know Grant Cardone.

I know like I know all the people that
have my dream customers.

So why do I go try to revent the will let
me just go and figure out how in the

world can I serve grant Cardone.

What can I do to him to get him to say

yes, right.
Grant Cardone was one person or a dream

one hundred two.

Years ago.

Right since, then guess?
What's happened well, last month I flew

on his private plane, which was insanely
cool.

We built him a funnel of 50000 thousand
feet in the air, and we're about to

launch that funnel.

2 years ago, I spoke for 2000 People's

Audience sold 1000000$ I got half,
1000000$ Check.

Next year, I sold in front of 9000
people, got sold three million dollar got

one half million dollar.

Check and in february, I'm speaking in

front of 35,000 thousand people with a
goal of selling ten million dollars in

ninety minutes.
You gonna come to that, by the way?

We may or may not have tickets for some
of you guys who are cool, but we'll see.

That was one dream 100 right?
How much money can I invest in Grant

Cardone?
To get him to say yes.

I mean, i'm net in my pocket a couple
million bucks now from that one

relationship, right.
And probably more than if you look at the

exposure and that all the B roll and the
other stuff that came from it, right.

That's one person.

When we launchedthe.com

secrets book, we did this exercise I'm
about to go through you guys.

And I was like OK, who are all The Who
are the Facebook influencers that have my

dream customers?
Who are all the Instagram?

Who are all of the Pinterest?
Who were all of the podcasters.

We had a list of like 30 or 40 podcasters
who already had my dream customers

listening to him.

So we started to aggressively marketing

to the podcast.

Who already had the big followings,

right. And we sent out these dream 100 packages,

a bunch of gifts and things like that.

And one of them went to John Lee Dumas,

who got the book in the mail.

He read he's like, this book is awesome.

I've never met John before that day.

He calls me on the phone like to your

book. It's actually really good.

I'm like, thank you.

He's like, can I promote it?

I'm like yes.

And then he did a podcast and he so much

emails he sent, he sold like 4 or 500
copies of the.com

Secrets Book, which is millions of
dollars in revenue over the last four or

five years.
Plus customers brought in expert secrecy

the same thing and on, but that.

One hundred one hundred relations been

worth millions of dollars to me because
of, because of one thing we sent out.

Ok, and a couple caveats before we get
too deep into this.

One of the misconceptions of the Dream
100 people think that.

The dreamer means you have to send a
package in the mail and that's it, right?

Like that's a strategy.

That's not, that's not the whole thing.

Dreamer is not.

Just let me make a box and send it to

them in the mail.

That's a good strategy.

But the Dream 100 is about building
relationships, right?

When I met Tony Robbins the first time,
it's been a little over a decade now i'm

i could have done what almost everybody
does.

And like Tony Robbins, you're amazing.

You from my new thing?

And what happened?
Turned like great Russells like everybody

else and just push me away.

But instead I was like, ohh my gosh, I

meet Tony Robbins.

Don't be a doofus.

Don't be a doofus.

Don't be a doofus right and so I'm trying

to be all cool, man.

Hey man, how's it going?

How can I serve you?
How can I help you?

What can I do?
And for 10 years of my life I did

everything in my power to help Tony.

I spoke to his events.

I did funnels for him.

I worked my butt off every single time

anyone seems like, hey, Tony's got a
question.

Can you answer questions for three hours?
Sure why not anything.

I've served and I put in time and energy
and effort into that relationship right

never asking for anything in return.

10 years later I was like, OK, I've got

this book, Tony came out.

I expert secrets kind of fits into your

brand like would you be willing to do a
Facebook live interview is like.

Yes, for you, Russell, I will.

We didn't interview and 3 3 million

people end up seeing that interview on
his fan page because I put in the time

ahead of time.

So don't think just randomly sending a

box and then hiding that can be a part of
the strategy.

But it's building actual legitimate
relationships with people.

Ok, putting in the time, putting in the
energy.

That's really the when it all comes out,
that's the actual key, OK, so the

exercise I want you guys to do with me is
the one is I want him to start building

out their dream 100 list.

How many guys have actually done this and

actually build our dream 100 list?
And as we talk about like 20 times, like

someday I'll do that and then you forget
about it.

Thank you for being honest, my honest
friends.

So this is how we break up our G one.

Hundred in fact, we literally have an

Excel sheet in our office looks like
this.

And there's a tab for each major
platform.

And then and then Dave and Miles and me,
we sit down, we brainstorm, and as we

find cool people, as I'm on Instagram
searching through stuff, and I see some

of the amazing.

I'm like, Oh my gosh, this for some

awesome. I send it today or tomorrow, they add it

to the spreadsheet, and then we start
building relationships with them.

How can we help them?
How can we serve?

What can we do sometimes in a package?
Sometimes we just call them on things,

something we buy their product and then
call my hand probably this is amazing.

Like just little bits of service that
make them know who I am sometimes just

following them.
I guess how I knew Stephen Larson was.

This is amazing.

Every single time I posted anything.

The very first person in the comment was
Stephen.

And he's got these big eyes.

He's like, and I'm like, I'm seeing his

face over and over and over again.

The first time I met him, I was like, how

do I know you.

I'm like, I don't.

You look so familiar.

And he's like and I'm meeting and then

like it was after you start working for
us.

I think we went back.

It was the funnel.

It was.

The Extreme Funnel, makeover funnel.

And the first video was about backpack.

And the very first comment I saw was

Steven Tag.
And like, and I was like, ohh, you're the

dude who made that comment.

Like saw you everything and put it all

together. Like I knew he was because he was always

actively engaged.
Ok, I know some of you guys, you respond

to every Instagram I send out.

I know you intimately because of that,

right?
Like, so like, I know people in this room

because of how.

Yes, I know you.

Like, I know faces because you're hiding
behind thing because you guys are

reaching back out from your comment.

You're providing value to me in different

ways, right?
Like everyone's got different things for

me. Mean value is just like saying, dude,

that was awesome.

Good job over here.

Like things like that can provide value
to me.

And I know exactly who you are.

I was sitting in the back of the car with

Tom Billiou.

Guess who that is?

He's the founder of Quest billion dollar
valuation for his company.

Quest like quest bars and stuff like
that.

And I'm sitting in the back of it and all
of a sudden and I might instagramming

like everything because I'm a dork and
like, and I'm instagramming him and all

of a sudden Natalie Hodson has member
Natalie from Funaki live.

She's amazing.

All of a sudden like Tom reaches over and

he's like, he's like, you know, this girl
and I look over and it's Natalie and I'm

like, yeah, I know.

And she's like ohh, so hang out with

Russell, just wanna tell him hi.

And then I was like how do you know

Natalie?
Like you're the owner of a billion dollar

supplement company.

Like how you Natalie say ohh.

She comments everything on social media,
tells me how great I am.

I'm like, that's a really good strategy
of the owner of a billion dollar

supplement company knows exactly who you
are because you comment every one of his

posts, right?
It's the little things.

It's not always just sending a box is how
do you connect with people?

How do you do those kind of things,
right.

It's my dream 100 I'm buying their
products.

I'm coming and tell me how great their
things are.

The reason why Stu McLaren and I have
been partners for 12 years now, because

12 years ago I launched a course called
Affiliate Boot Camp.

Stu McLaren bought it every single call.

Steve McLaren was on every single call.

He asked the question every single time
was over.

He sent an email to him how great my
training was.

He probably didn't listen to any of them.

The man I love Steve McClaren.

Like he makes me feel so good about
myself.

And then one day a year and a half later
sent an event saying together he was

like, hey Russell like yeah he's like
don't do parship together.

I'm like yes cause you're awesome right.

And we did a partnership together that's

now lasted man, 2012 years about to
launch new software company together

which may be tied into traffic secrets or
may not.

We'll talk about that in the future.

But there may be software that makes this

process really easy coming out in your
future and it's because like 12 years ago

Stu bought my products and comment on
what I was doing right.

I'm intimately.

Connected with my dream 100 I know what

all of them do and even time.

If I walk up to Tony Robbins in the

middle of I see him.

I have my shot.

I don't wanna be like, hey man, what's
up?

He's like, you don't know what's up with
my life.

Like I wanna be like, hey man, how was
Fiji?

I saw you in Fiji last week.

Like ohh cool.

Like I wanna make sure that I understand
what's happening.

We like Russ.

What do you do on social media all day?

I'm not commenting, not posting.

I'm following all my dream 100 I'm

watching what they're doing.

How can I provide value?

What can I do?
How can I serve this person?

Like what?
I'm looking for those things because

that's the connection points, OK?
I'm always looking, always watching,

trying to figure out what's happening.

Ok, so i just want to put that out

because everyone keeps thinking it's just
sending out a box and that's a piece that

can be a piece of it.

But it's not the whole strategy.

It's actually legitimately caring about
these people.

Because if you actually care about this,
like how do I actually serve their

audience?
How come what eyes do help these people?

And we look at it that way, it changes
the whole perspective, right?

One of the most powerful, you know, Sean
Stevenson, Sean's the three feet giant.

He spoke at second funnel hacking live,
like the most amazing people ever.

After the event, like six seven months
later, you called me on the phone one day

and we're hanging out talking and just.

He's making fun of me like he does.

In fact, we have a fun locker TV episode
coming out that Brandon's working on

that. If you were who had fun hiking life, he

spoke at it was so funny.

He was like, hey Russell and you just in

the very front row.

I'm like but I went in the back and he's

like no I need you to be in the front
row.

Like alright so I sat in the front row
and the first like 25 minutes of his

presentation, right.
He made fun of me in front of everybody

and everybody laughed.

It was hilarious and got into report with

me with the audience was really cool.

Anyway, so I'm on the phone, she's making

fun of me and after he gets done he asked
me this question.

It was so powerful he said what is he
working on Russell?

And I was like, oh, I'm actually doing
work on this thing called Fucker TV.

We're fighting people and build funnels
with and trying to show it and then.

They can talk about it on the things like
ohh cool.

Hey, is there any way I can help support
that?

I'm like dude, we build the funnel for
you.

It's that be amazing.

And all of a sudden like week later, me

and Brandon are flying to here.

He lives here somewhere and like, we're

building funnels for me yeah and
everything.

But it came off of him asking his
question, what is it you're working on

right now?
I can tell you this from a decade and a

half of doing this.

The question that most people ask me is

not that most are gonna be say, Russell,
let me tell you can help me.

Like, OK, thank you.

Sean came to me saying, what do you work?

Like, what's important to you right now?
And I told him he's like, OK, how can I

help serve Russell and his audience at a
better level?

Like, what is that thing?
That's the question that gets me thinking

like, oh, this guy's awesome.

How can I help him?

What can I actually do right?
You find out what's important to me and

then weave it in.

Ok. If I went to Tony Robbins and I'm

like, hey Tony, I got.

This is what's important to me.

Can you help me?
He's like, no, like, Tony, what's

important?
He was.

I got this business master.

I'm trying to help people have this big

event coming up.

Like, cool.

Can I help at all?
Which I come speak like, dude, that'd be

awesome. I'd love to come speak right how can I

serve them?
Ok, so think about your dream her.

Stop being selfish about flip it around.

It's like, what are they actually doing?

What are they care about?
If you can tie what you're doing into

that, that's when you get deals that
happen.

That's when people care about.

That's when promotions happen.

All those other magical things are
happening.

Ok all right.

So what we use right now, we're going to

do this on one minute at a time I know
you guys don't have.

Windows laptop so it might be not super
easy but I'm gonna start the process now.

So tonight and all this weekend you can
actually fill finish filling this out.

Ok so I want to do is I want you to start
thinking through this platform by

platform. Each platform I want you to start listing

out. So I'm gonna do we're gonna give you a

minute on the clock and write Facebook
and think about everyone that you know

who's big on Facebook that could be part
of your dream 100 And one thing I want to

stress is the one mistake that we made
during the expert secrets launch is I was

assuming that every we were doing
everything cross-platform at the time

right. So someone had a big email.

List i was trying to do a Facebook live
with them.

People had big podcasts or do Facebook
live with them when I realized that John

Lee Dumas has a huge email eyes and big
podcast, but maybe not big on Facebook,

right?
Jason Flatland got a huge email list

because three people to follow him on
Instagram, right?

And it's like I was trying to get people
to do things that weren't their native

platform. So like after that we shifted our Dream

100 We have a tab for each platform and
I'm only doing stuff on Facebook.

People who are in Facebook, I'm only
suffer Instagram.

People are big on Instagram.

I'm only doing podcasts with podcasters,

right?
You want to go where their audience

actually is, OK?
So don't think because they're big.

Claim that they're big and all platforms
are probably not.

Probably on one, maybe two.

Ok, so right now I'm thinking start

thinking this is who is your dream?
Who are the people that already have your

dream?
Your dream customers already on the list

already congregated for you.

If you could build a relationship with

that person it would unlock all of their
customers.

You for free.

Ok so Sharon, Facebook give you one

minute and as fast you can.

Anybody who knows got a big Facebook

following right their names as many as
you can in the next one minute ready go.

All the tickets, one thing would be in
the same time zone looking through your

timeline. See another rainbows eyes.

I got an idea and I know that it sounds
crazy.

I just want to see you.

I gotta ask the you got placement.

Couple hundred miles from Japan and.

I was thinking AKA flat.

Take your hotel tonight, 30 seconds.

Keep going halfway there, 30 seconds.

Can't get you off my mind.

I could feel the tension, you, can cut it

with a knife.

I know.

It's more than just a friendship.

I can hear you thinking, right?

Yeah do I gotta convince you that you
shouldn't fall asleep?

10 seconds?
Couple hours.

I'm a couple hundred miles from Japan and
all right OK break alright we started the

process in Norway is and some of you guys
how you guys that was really easy and

you're like I know exactly why people are
on Facebook.

Henry, I struggle with that a little bit.

Ok. It's hard sometimes.

Mostly has been goofed off on Facebook
doing whatever.

You have no idea.

I only my only go on Facebook is to stalk

my dream 100 right?
Make that your goal then the outcomes.

Useful you like I'm scrolling, I'm doing
my homework.

Russell said I have to, right?
Ok don't just go to goof off like this is

a chance to follow your dream on your
finger.

Those people are OK my guess is if it's
if it was easy for you it means Facebook

is probably the platform, your biggest
one as well.

That's my guess.

He was interesting is like whatever

platform you're really good at you
naturally gravitate towards.

This will be easier.

Some are going to be really hard for you.

Ok, like usually if you're like a big
time podcast or you live podcast, it's

going to be really easy.

But if you don't listen to podcast,

that's gonna be really hard, right?
Ok, this gives you a reason to start kind

of diving into each of these different
platforms and start looking because like

your dream customers are hanging out
talking about your dream about talking

about what you can do and if you got to
figure how to get them all right.

So call number, two instagram.

How many guys here like Instagram?

Ok, we spend one minute when we go
through every Instagram influencer you

know who has your dream customer already
in there following that you wanna deal

with. Ok, ready go.

Get you off my mind.

Can't get you off my mind.

Can't get you off my mind.

I was hoping I could get lost singing a

pair of dice.

The only thing I'm thinking about is you.

Because I can't get you off my mind.

Can't get you off my mind.

Get you off my mind?
What if he says no?

50 seconds finish writing 15 seconds.

Do you got plans tonight?

I'm a couple hundred miles from Japan and
i was thinking that alright break Ken

couple things were doing exercise i want
to bring up in Julian John brought up a

good point a lot of times we like I just
have to get the one personally they said

wrote Steven, said one person.

My dream 100 is just Russell like OK what

if Russell says no Oh no I'm screwed
right.

So while I appreciate that just kidding.

There's not an option.

What do I think about sometimes?
Like the biggest people aren't always the

best. The best, in fact.

During the expert secrets book launch was
interesting.

Did you?
Julie had beaten Tony out.

So Julie actually beat Tony Robbins out
in book sales.

That amazing.

At the time, how many people ish were on

your list?
She had 9000 people on a list of the

time. Ok, so a lot of times the micro

influencers are way more powerful than
big ones.

They have better relationship with their
audience.

I know this because Julie would like tell
her people like, hey guys, everyone buy a

book and then have your friends buy a
book.

And she hadn't.

I sure people on her list were like

outdoor to door knocking, like hey,
here's a laptop, you buy this book real

quick. Next person because they love her so

much, right.
So don't think it has to be the biggest

person in the world and those people are
harder to get.

Like Tony Robbins.

I had a date for 10 years before he said

yes right and so if I would have banked
everything on a 10 year relationship, I

would have been.

Ok, so nobody has to be the biggest

thing. Like who are the people that have

audiences?
Even 9000 person audience can sell a crap

ton of books.

You can build your business.

I mean, Julie's company Nets over 1000000
bucks a year with that customer list,

right?
So doesn't have to be insanely big.

This has to be like the right people.

Ok all right number three, move on to

podcast. If you have no idea, just go to the

iTunes podcast directory, go to your
category and start listing them out as

fast as you can go.

Ok, you got one minute.

All the podcasts that already have your
dream customers listening to them ready

go. I can't get you off my mind.

I was hoping.

Can get you off my, mind, can't get you

off my mind.

Get you off my mind?

5 seconds.

And things inside them when they.

Alright, ready break OK, next channel
we're gonna go dive into is YouTube.

How many guys are obsessed with YouTube?
You spend half your day on YouTube.

If you guys all right now YouTube and
other platforms, John Bryson, really

good. It's about YouTube.

Let's say you only like two or three
people, right?

If you follow them, what's cool about it
is you can go like, let's say you follow

me thinking like who are the people that
Russell actually follows?

And it'll show Mike Russell follows these
people.

And then you can start digging deeper and
deeper and deeper.

Ok. And then who those people follow.

And so as you, as you do this exercise at

home, in your hotel room tonight or
whenever this starts again, I wanted to

start process.
You're starting the motion somehow

starting momentum.
It's easier to keep going.

She starts the motion when you get online
and start digging deeper and deeper and

deeper. Who listen to our buildings list really

quickly. Ok, so think about YouTube.

Who has the big YouTube channels that
already have all of your dream customers

on a YouTube channel?
If you could somehow just jump in front

of those people would be amazing.

If you could get those people and save

them from whoever they're listening to.

Ok, we give you one minute as many

different YouTube channels as you know
you can think of ready go.

All those years of peace and other
colors.

The lights are getting darker while I'm
gone is getting stronger than the night

but. 5 seconds. Alright, ready break.

Ok, next one who has the big email list
in your market?

Ok, what list are you subscribed to?
Take man, this person got a thousand or

ten thousand hundred thousand million
people on their email list they send

email about my product or my service.

Overnight I could get a thousand ten

thousand fifty thousand people show on my
website.

Who are the big list owners have big
email lists inside of your market?

They already have all your dream
customers sitting there waiting for you

on a huge email.

List you know, one minute right now, as

many as you can think.

I'm ready go.

For you. I knew that you were up for
something crazy too, yeah, it's still a

love is facing left after all those years
of facing another girl you.

It's not getting done.

Stronger than the night.

There we go.

5 seconds. Alright, ready break.

Ok, next one.

Who are the bloggers in your market?

Who are the bloggers that are blogging
about your topic right now that already

have readers that are listening to what
they're saying every single day where

somehow you get them to blog about you or
talk about you?

In the blog we instantly send thousands
of people into your funnels.

Who are the bloggers right now that
already have your dream customers as

readers?
You've got one minute.

Write down as many as you can do.

Ready, set, go.

With you.
First things first, I'm a say all the

words inside my head.

I'm fired up and tired of the way that

things have been or.

Second stings.

Alright, ready break all right.

There are other social platforms that are

interest based.

These are the core ones that we focus on

in the future.

There will be new ones that come and go.

Some of these will be visibly destroyed.

I would have my space on this ten years

ago, right?
The other stand the process, right?

This doesn't matter what the platform is.

It's the concept who already has my dream

customers. I said how to get in front of them.

Ok? Now I want to shift from interest to
search.

I want you guys thinking about this a
little bit differently.

Ok. So for Google search, for example, we
talked about this earlier today.

We're typing in keywords like work from
home, make money, things like that.

And people like, how do you dream 100 on
Google, right.

So this is my goal.

This is shift your thinking just a little

bit. If I can shift your thinking just a

little bit, it's gonna open up some huge
doors for you.

Ok. Back in the day.

When we were trying to get back when we

were in the business opportunity space,
we were focused on like how to make money

online, work from home, things like that.

What I would do is I would go to Google

and type in work from home and I find out
who are the people that already ranked

for work at home.

He's getting ranked on page one for work

at home is not easy.

Getting rank number one for weight loss

is not easy.

Getting rank those terms is really hard.

But guess what?
Somebody's already ranked there.

What if those people became my dream 100
So ideas?

One that I can work from home.

This is like my number one keyword back

at the time, almost impossible to get.

I think clicks like PPC clicks like 5 or

6$ per click back.

Then for that keyword I'm like this is

impossible to get.

But these people already are there.

So I went and typed working home over the
top ten searches and went to each

person's page and guess what I found out?
Almost every single page was not made by

really good companies, they're made by
really good marketers, really good SEO.

And guess the people are really good at
SEO, are really bad at selling stuff.

So I said hey man, you're rank number one
for home.

Like I know my congressman.

You make like not that much.

Mike, how do you make a ton of money?
Like how?

I'm like, I will give you pay, I will
give you money.

All you do is put this little code on
your site and every time someone comes to

the page it's gonna pop up and say join
Russell's money making email.

List and when they give me the email,
address i will give you a dollar for

every single person who gives me the
email.

Address thank you.

Give me a dollar for every email.

Address like yes.

Like are you serious?

Like, yes.

Like, OK.

And I got all these people to put my pop
ups on their pages and all of a sudden

instantly. Young was a ranked on page number one in

Google for every keyword I could dream
of.

It was like even better because like,
someone would they type more from home,

they clicked on the link then this like
it was like 3 or 4 levels deep.

I was just getting the cream of the crop.

I wasn't paying for the quick, I wasn't

paying for the thing.

I do the work to get in.

I was just finding people were already
ranked there and they targeted them.

Same thing happened in YouTube, right?
I found the videos I wish that I had.

I go there half time.

They're horrible videos.

And I found these little dorky kids who
made videos that I would have dreamt I

would have like give my right arm to have
the video on the spot.

I'm like, hey man, I'll give you 100
bucks if you change the description link

from that crap you have there.

Going to my website like 100 bucks my yes

OK Boom Austin my link is on the number
one ranked video cause i personally came

my dream 100 right see so I want you guys
to shifting your thinking just a little

bit. You have to go and like do the work to

get there.
Like find out who already did the work

and how do we dream 100 with those
people.

Ok so spend a few minutes in Google like
come back we talked about earlier like

what are the keyword phrases that you
would love to find the people who already

rank and make those people your dream 100
You know one minute right now for all the

things all the keywords you can think of
you that your dream customers are already

hitting their pages ready go.

I'm a little bit shelter.

I'm a little bit.

I'm a little.

Bit jealous.
I'm a.

Little bit slow fall.

There you go.

I'm a little bit angry when everyone's.

Around, but I get a little lonely when no

ones. My dear. 5 seconds.

And Amanda?
Alright, I'm not going to do the same

thing for Youtube because it's probably
the same keywords at Google.

You focus and target on YouTube as well,
right?

And I might be Pinterest because I
honestly don't know how to pin things,

but conceptually you understand this
process.

You notice how I can use this no matter
what the platform.

What the thing, like I said, to figure
out who already has my dream customers,

who already has this stream of traffic in
front of, and my goal is to jump out in

front of it and boom, get those customers
coming into me.

I'm not creating traffic and figure out
where it actually already is today, OK?

And how many guys struggle with that
exercise.

There's like I can't think of anybody or
I got one name or you're like you're

struggling with, right?
If you are, it's because you're using

social media the wrong way.

And you guys are on social media cause

you're like talking about stuff and
tweeting things and clicking on weird

buttons and stuff like that and like
having talking to your friends and like

me, that's how you're using social media.

No one will admit it cause I'm teasing

you. Ok, I want you to shift your I want you

to shift how you're looking at these
platforms.

Ok? All these platforms for me are is
piles of customers who are self

congregated and based on beliefs and
values and drink like.

I look at this as like, this is like
piles of gold.

I just have to like, look at these piles
of gold and like, OK, like, how do I tap

into these piles of gold, right.

If you're struggling, I'm guessing that

you're kind of like dabbling in a couple
of different platforms and kind of a

little bit, right?
For me, it's like I go into iTunes and i

know who all the podcasters are, and I
listen to podcasts and so I'm listening

to podcasts.
Like, what podcast you listen to?

I'm like the ones who I know my dream
customers are listening to for a couple

of reasons.
Like half the time talk, I'm trying to

learn the next new thing, right?
There are very few new market ideas.

I'm like ohh my gosh this is the brain.

Like I'm not freaking out I'm listening

because like what is Neil Patel telling
his audience?

What is he saying?
Why is he saying?

What's Neil carrying out?
What's he interested in right now?

I'm listening because I need to figure
how to build with Neil Patel and I

understand what you saying to customers.

When I'm speaking my market I can either

agree with or just whatever I need to do
right.

I need if I'm going to be able to British
person is going to switch them from this

opportunity to mine.

I have to understand his customers from

listening for that reason I'm listening
to Andrew Warner.

I'm listening to Nathan Latka.

I'm listening to all the podcasts I

listen to is that that's the reason why
I'm doing it.

Ok. And listen to a lot of, listen to a
lot of podcasts consistently.

That's why I'm listening to I can
understand the person who controls that

customer base.
Number one, and you understand them, and

number two, so I understand his customer
base.

What are they actually needing?
How can I provide value to those people,

right?
So I have like 10 or 15 podcasts I listen

to religiously.

I'm going through all the time with those

two things I'm looking for, not just
trying to listen to the next greatest

shiny thing.
Like, you don't need any more shiny

objects, am I right?
So don't try to do that.

Don't like to implement every single
thing.

Every single podcaster listens?
Like no, you're listening.

Say, how can I build a relationship with
that human?

And then the human, the people that he's
serving, how can I help serve them as

well?
Because they're getting.

On the call with Neil Patel.

Hey man, I love your podcasts.

Like, you do like, I listen.

Every single was like, are you serious?

Like, in fact, my favorite podcast was
this one right here.

I tell my favorite podcast is like, Oh my
gosh, Russell actually cares about me.

Like, he's a super busy guy.

He's actually in my podcast, right.

And I'm like, hey, man, you did a podcast
of the other day about this.

Like, I think I like, which I would love
to come and, like share this really cool

thing about how funnels relate to SC and
how you can like things together.

I think your audience love is like, Oh my
gosh, like that we actually really cool.

Like, cool.

Can we do that?

Like, yeah, let's do next Wednesday,
right.

Boom, I'm in there.

Andrew Warner, who?

One who came out to the mixture.

The host who came out to our event last

week. Guess how I got Andrew to like be so

excited to fly to Provo utah to the dry
bar comedy club.

If he has no Andrew, he's famous for his
big Scotch Knights.

He came to Provo utah to a dry bar means
there's no alcohol inside of two hours.

Interview me.

Completely dry, right?

How do I get somebody excited?
Ok, start listening.

Everyone is podcast.

I became fascinated with him.

I don't like most of his guests to be
completely honest.

And I told him like dude, most people
interview I don't really like, but I love

how you interview.

Like, it's fascinating.

Like he the way he interviews is like my
favorite thing in the world.

And one of his podcasts he interviewed
the dude who started the Princeton

Review. This is worth everyone going if you want

to see like ohh, OK so Andrew's famous
for he like, he has no holds bar.

He tells guests ahead of time.

Like I'm going to interview.

I'm ask you a bunch of awkward questions.

I don't edit anything ever, no matter

what. And you have to play by the rules.

You can't be on the podcast like OK so
you come on in half the time says half

his guests.
Like come back later.

You can't publish this.

And like did you know the rules before we

get started like it's going live.

And here's this like anyway, so I'm

listening this one interview he did with
the guy who started the Princeton Review

and going through the thing and then
Andrew, like asked like why are you even

do these podcasts?
You're like, all these things start

getting into like not attacking him but
it starts getting awkward.

The guy starting defensive start fighting
back and forth.

He gets worse and worse and like waiting
for like steer this ship out and like end

on a happy note, it gets worse and worse
and worse than the guy it got.

The point was so bad.

He's like, I'm gonna interview right now

and it ends.

And I'm like.

Ohh, my gosh.

Like that was amazing.

And so the first thing that message and
you're like dude, wow, that was amazing.

Like I've never seen a more awkward
interview and I loved every second of it

due to his amazing.

And then like four or five months later,

Dave was hanging out with Andrew and I
boxed him like hey dude, get Andrew the

phone, the phone.

Like dude, every podcast I've ever heard

in the history of my life.

My favorite one was when you interview

the Princeton Review dude.

That was the most awkward moment in my

life and I loved every second of it.

Dude, that was awesome.

And so they gave it to Andrew.

Listen to it and you can see like a

smiley face like, russell Brunson is
listening to my podcast.

So much so that he's like, tell me about
this story.

This is emotional experience he had.

Right listen to.

I care about the story of this, of the
Princeton Review.

No, I couldn't care less.

I don't know.

The Princeton Review is somebody with
college that I just know it's not like my

thing, but I listen to text.

I'm listening for two things what?

Is like, how do I build a relationship
with Andrew?

How do I know when I have that shot, when
I had the chance to meet face to face, I

can say something that's gonna make him
be interested in me.

And number two is like, how can I serve
that audience right?

And then that started friendship and the
relationship.

I've been on the show twice now.

We've sold millions of dollars of stuff

because of Andrew.

He came to our thing, to the startup

stories event.
Last time.

We're gonna launch this whole funnel
later on, like so much value came because

I cared enough to listen this interview
every single time.

And the rest, you're so busy.

How do you do that?

Do we all have time?
How many guys lay in bed, like sitting

there looking at the ceiling, just an
interview.

Start listening.

If you don't like it, you don't listen to

all. Just enough to understand who the person

is and who and what they're telling their
audience so you can figure out how to

serve them, OK?
That was a tangent I remember how to get

back where we started.

Ok Ohh yeah social media.

So for all you guys like instead of using
Facebook just to go look at cat pictures

and stuff or whatever like go on there.

Like who are the people?

My dream market that already have my
following.

Go and start following those people and
then go start commenting on every single

every time they post and go comments,
post something, go comment like be

engaged in them.

That's all I'm doing on Facebook.

I'm on the scrolling looking for my
people and we start commenting.

The cool thing happens is that all the
cat pictures start filtering down and

they disappear and people show up in your
feet or your dream 100 So I wake up more

like my phone.

I'm like Boom Tony said this so and so

says something like within like 5
scrolls.

I know what all my dream 100 doing that
day I have perfect clarity and figure out

how can I serve these what can I do, how
can I like what's the connection point?

Talk to Tony rows like Ohh do Tony this
thing and all of a sudden like contacts

and relationship and I can do those
things I'm watching that's why you social

media same thing on Instagram I follow
the people in my dream 100 same thing on

podcast, YouTube, email list how many has
subscribed to every single person's email

list in your market.

If you're not, you're missing something.

You mean like, I don't let me too many
emails in my inbox.

I'll be screwed.

I'll have to, like, look at every single

shiny object.
It's not about like, all of you guys can

stop consuming stuff.

Just buy my stuff, OK?

I promise.

We're giving you the best of the best.

And I was kind of.

But this way you do, you go into Gmail

and you set up a folder for every single
person on your dream 100 You then

subscribe to the list and you tell when
every single email comes in.

Put it into this folder, right?
So the emails never in my inbox.

But once a day I log in, I see all of my
dream 100 and like Tony said.

You know, so sending my looks real quick.

What you say, what you say cool i'm up to

date with everything that's happening in
the world.

Now I see tonight, hey man, I saw you
were in Kabul last week with Sage.

It was really cool and and like Russell's
painted.

Like he's so busy he's paying attention
to me.

But I have those connection points,
right.

You need to be subscribed.

You need to be finding the bloggers, OK,

who are the bloggers in your space and be
reading their, you know, like, blogs.

You still should go figure out their
blogs because what in the world are

these?
Like, you may not like the blog, but

there is an audience, people who are
obsessed with blogs, right?

Huge followings, insanely big followings.

If you can build a relationship with the

Blogger and you're in fact, you know, Tim
Ferris launched before our work week.

As he was writing it, he went to all the
blogging conference, got to all the

bloggers and like what do you like?
You know, I'm a writer like you.

Ohh, just stuff and build relationships
and friendships and relationships and

friendships and relationships.

Like a year and a half, two years writing

the book and it got closer to publishing.

He's like, hey you guys always blogging?

Friends he'd met over the last year and a
half and didn't ask for anything, just

serving them.
He's like, he's like, hey, I'm almost on

my first book.

I sent you a transcript to get feedback

on. Like sure man, whatever sends them all

these things.
All right.

This book is really good.

Ok, Tim had no following time.

No email, list no nothing.

All he had was a bunch of bloggers he had

met before work we came out, every
Blogger he'd spent a year and a half

build relationship with talked about it,
became New York Times bestseller

overnight, and he became Tim Ferriss
right because of that.

So for you guys, it's like understanding
like this is the magic of the world

you've come into, right.

There are things that are hard.

The markets have gotten more complicated.

That's frustrating, that's annoying.

But the amazing thing is that all these
congregations are already here, your

dream customers already hanging out
somewhere.

You don't have to go like try to create
the stuff out of thin air.

Just understanding where are they at
right now and then we'll talk about

strategy, how to get in front of it.

Right now it's just identifying this is

where they're at.

I feel like my job in the business is to

be like looking through all this and
looking for these pockets of our dream.

Customers, right.

I don't know if this is actually true or

not, but I read it one time.

So it could be, but it might not be.

But either way, it's a good analogy.

So they said back in the day, when people

go mine for gold, they go into mountain
and they're digging in the mountain and

they're looking for gold because soon as
they find gold, typically gold, there's

like a vein of gold that will run through
the mountain, right?

So they find the gold.

Like we found some gold.

This is the vein of gold.

And they'll bring the excavation teams in

and they will mind that vein of gold
through the mouth and pull out millions

and millions and millions of dollars
worth of value from the mountain, right.

It's the same thing in this business.

You're on Facebook, Instagram, you're not

goofing off.

Looking around looking for the veins of

gold. Where that, where that, where that boom I

founder group with all these people boom
i found a new influencer.

Boom, I found this person and ease those
people's a vein of gold.

You look at, it's like ohh my gosh like
that one connection that one relationship

worth a million two million 5000000
bucks.

To me we realize that's like let me put
some effort into that.

It's worth it.

Ok. So I'm always looking at who's

already has my dream customers.

Ok. They've already got congregated.

They got one more thing and then take a
break here because I'm probably like most

of you guys we've been sitting for a long
time.

This is my fifth Fiji.

So I'll take a break in a second.

But I want to see, I want to show you how
this ties in.

And so earlier we talked about the three
types of traffic, right?

And obviously show slide.

This is the first part of this game,

right?
There's traffic control and the traffic

you earn.
Our goal is to morph those things and

turn them into traffic that we own.

Ok. So what we do that is we take a step

backwards to our dream 100 right?
We build out this huge dream 100 list.

And as I have that list, I'm looking at
every single person on the list, every

single keyword, every single thing I'm
saying, look, there's two ways to play

this game.
Either I can control the traffic or I can

earn the traffic, right?
So for example.

That very first top one, top left hand,
let's say that's Tony Robbins on my list,

right?
I'm like, OK, I can either try to control

the traffic or I can earn it, right?
So I'm going to personally try to do

both. So I'm trying to earn Tony Robbins

respect and his trust, right?
So I start trying to earn it and put in

the time and the effort and the energy,
right.

But if I just wait for 10 years for Tony
to find, like, we have to promote

something, I'm gonna be broke, right?
So the cool thing, the biggest thing that

these social platforms have given us, the
biggest gift is that they let us go and

target people, right?
So but Tony Robbins name I right now.

I'm going to control traffic.

I'm going to buy ads to his people,

right?
And make as many of his customers off as

possible. I'm always getting people from his world

into mine so I can own that traffic and
at the same time I'm trying to earn my

way in.
Ok, I'm doing this thing simultaneously

and I'm bringing people from there so I
can turn them into traffic that I own.

Ok, each person I'm going through some
people.

There is no way in a million years you're
you'll earn, you'll earn, you'll earn

traffic from them, right.

Never put you on the podcast on the

platform. They like things like that.

But I can buy ads to their to their dream
to their followers.

And I have those people bring over other
people.

It's opposite, right?
Some people will never sell you an ad,

but they do interview shows.

It's like OK cool.

How do I get on that person's interview
show if an interview show that earned my

way in and those customers are gonna come
to me.

Ok so I'm thinking about with this whole
process this first step here in the

traffic just system is really
understanding here's my dream 100 and

every single name on that I'm thinking
can I work my way in or can I buy my way

in. It's one or the other.

I'm gonna work my way in and pay for ads
to that person's following or I'm gonna

I'm gonna earn my way and try to figure
out how I can get on that person's

platform. How can I get them to promote my product.

I can get them to email letters how can
get them to do YouTube video with me.

How can I get them to interview me on the
podcast.

How can I get them to write a blog post
about me.

How can I like what are those things are
at right and so it's just.

Be funny.

So looking like these people all have my

dream customers.
The question is can I work my way or can

I buy my way in?
Or both?

And that's the process, that's the game
we start, we start playing here.

This if any other notes about that,
really quick.

Alright, so that's the first, the first
step in this game, you guys.

This is why the Dream 100 list is so
important.

I'll talk a lot of people about this and
like, I don't want send boxes out to

people, so I want to drive traffic.

I'm like, you're missing it.

That can be a way, right?
But how do I know how to target, like, my

dream one hundreds?
How it all begins.

This is who I'm targeting.

This is how I'm getting ads.

When I'm on Facebook and I find a new
person, I sent it to Dave.

He puts on a spreadsheet.

John logs in and say, Oh my gosh, I don't

even know.

Like, I didn't.

It's funny, I didn't know Grant Cardone
existed 3 years ago.

I never designed my life.

And one of our sales guys came to me and

said, hey, there's the sales trainer.

And start talking about his name, Grant

Cardone. I'm like, who's that?

I watched this crazy video of him during
a hurricane.

And you sell stuff like, that guy seems a
little crazy.

I don't know.

And I was like, look at singing like

3000000 followers.
Yeah, this guy seems really cool, right?

Send him over today, put him on the list.

Johnson charges people.

And soon I found out that Grant Hart owns
audience, one of the highest his customer

base is one of our highest converting
customer base of everyone.

His people buy insane amounts of stuff.

That was one person we found.

And then what do we do?
We started buying ads instantly, start

buying our way in.

And I was like, hey, how do we work our

way in?
What can we do?

How can provide value?
How can we help them?

How can we serve them?
So I can earn my way as well because

earning my way is better long term.

I don't pay for it, right.

But sometimes it takes longer.

Ok and so you're working both angles,

both directions.
That's kind of process there and.

Awesome things to talk about.

Do I talk about this here later?

I'm trying to think I'm taking.

If I touch this later, I don't want to

ruin the surprise.

I'll talk about now.

I think it's important.

We'll break if you think about this, OK?

This is how the real world works too.

Not just the Internet nerds like us,

right?
If you look at the real world that's how

it works.
Ok? For example, what's the big movie

that's coming out this summer?
They would know anything's coming up.

Well, it's the time of year, are we?
What's the next big amazing movie coming

out?
What was it?

The Nutcracker?
That's a no that.

I'm like a superhero kind of guy.

Alright, let's.

Give me something good.

The grinch alright.

Captain Marvel or Captain Marvel?
Because I'm so excited for that.

You guys are.

Captain Marvel is.

Ok, so for the nerds I will tell the
other the rest of the people what this is

because we are all on the same page.

So cap, I'm one of you.

Don't worry, I get it Ken.

So Thanos snapped his finger.

Half the world died, right?
And then at the very end he gives all

seen the new Avengers movie.

By the way, it would not scenics.

If not, we should leave, right what?
Ok, we should like stop everything and go

watch that because half my stories don't
make any sense.

And I'm ruining the movie for you.

Alright, so there's the Super bad guy who

gets this big love and gets all the
rings.

He snaps and half the world dies.

That's the movie end.

Sorry to ruin it for you, but that's what
happened.

Not the world.

The entire universe is they disappear.

And the very last second, what's the dude
with the eye patch?

Yeah, vision.

Like, it's like, Oh my gosh.

And he, like, messages someone and then
he disappears and dies.

And the message has this little marvel
symbol and it was like, who is that?

And I didn't know at the time.

So that night I'm on Google for like 18

hours learning everything about that
symbol.

Turns out there's in the comic book
world, there's a superhero.

And Captain Marvel who is like the
Superman of Marvel, right.

And she is like the most amazing
toughest.

Like imagine Superman as a chick, like
that's Captain Marvel.

And so the next movie coming out is the
prequel was Captain Marvel and she's

kinda is gonna tell the back story of her
up nineteen eighties and the nineteen.

Eighties in fact, it's like it's
happening like blockbusters like home

eighties movies can be amazing.

And then the next Avengers coming back

and Captain marvels and come back, beat
the crap out of Thanos, reverse time

hopefully and save everybody hopefully.

So that's helping form.

This has happened right in the movie.

So why did I tell you this story?

Ohh yeah.

Ok, so when Captain Marvel's coming out,

right?
Welcome to my brain you guys.

This is ohh.

Alright, so the reason I'm telling you

this is because when Captain Marvel comes
out, they will be doing the dream 100

Whose plays Captain Marvel?
I don't even know yet yes so when she,

when it comes out, what will happen is
the movies coming out and then the TV

show will get their dream 100 and they
know who's our dream 100 We've got the

Today show.
We've got Good Morning America.

We've got The Tonight Show.

We've got Jay Leno.

No, Jay Leno's gone now.

We've got Jimmy Fallon, Jimmy Kimmel.

They've got these people, right?
The people that have the audiences, the

people who go to a movie right and then
what happens, they do the media circuit,

right. So what happens then is she will go and

she will be on today show and then
Tonight Show and then Conan, then Good

Morning America, ABC.

And she will go to every single one of

these things and she will work.

Their way in.

She will earn the media.

They'll talk about the entire weekly if

the big show.

And then it'll hit.

And if she did a good job.

Everyone go to the movie theater, will

all watch it together.

It'll be amazing.

I'll be dressing that Captain Marvel.

No, I'm gonna dress like a man.

But I'm sure Julie would dress like
Captain Marvel may i don't know.

It'll be amazing.

It'll be a box office smash.

It'll be huge.

Ok, so they'll be earning their win now

during that time on all these different
channels while she's earning her way and

hitting all the media circuits doing this
at the same time, they will be buying ads

and they'll be earning her way.

So you'll see her talking about Captain

Marvel. And then throughout the show, you'll see

paid ads happening driving people to the
movie, right?

Paid as happened, earning their way.

They're buying their way in for the big

huge launch of the show.

And it happens.

Ok, it's the same pattern, same things
happening.

That's happening here.

We launched the expert secrets book.

I didn't have a platform to be able to go
and do that, right?

I don't think Jimmy Fallon's gonna
interview about my books.

We did the same process here.

We got my dream 100 I said, OK, this is

the game plan.

We're launched this thing, I'm gonna go

earn my win.

How many podcasts, how many interviews,

how many Facebook lives?
How many can I do to earn my way in?

And the same time, those same audiences
go by the crap out of every single ad?

How many guys are sick of seeing my ads?
Johns Fault if you want to blame someone,

right?
Ok, but that's the game we're going in

here and we're identifying the audiences.

Our dream customers have already been

congregated. All these people have already.

Congress, I want to go invent that.

So find out who is the leader of the

congregation, right?
We go by ads to target those people and

we pull them in so we become traffic
ione.

And then I gotta figure out how can I
build relation with that person.

My job is the CEO, the figure face
whatever is like building connections,

building relationship with the people who
are in charge who have huge gatherings of

people. It's interesting.

Like i did a podcast on about a year ago,
but I talked about, it's interesting like

all of us in our own businesses, like
we're gathering people.

Like that's sort of business is, right.

It's gathering people based on beliefs

and values and serving them the highest
level possible, right.

So for me, it's like I'm finding who are
the gatherers, who are the people that

are already gathering these congregations
that have my dream customers I can serve

and then figure out how I can serve those
people.

How can I serve the person in charge of
that congregation, that tribe.

But if you want to call it and then how
can I buy ads to those people?

That's the game we play.

Does that make sense?