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107 - What's Your Level 10 Opportunity

What’s Your Level 10 Opportunity?

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Episode Recap:

Things I thought about after talking to Tony Robbins today.

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Best Quote:

It’s funny like… I would almost rather do anything than sell it. Like people… I don’t know like, it’s just so exciting for me that I literally want to be doing this in the next 10, 15, 20 years. I’ve never had a business where I can see myself doing it in 20 or 30 years, but I can with this one.


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Hey everyone! This is Russell Brunson and welcome to a late night… a very late night Marketing In Your Car. Hey everyone, so I’ve actually just jumped in my car, and I’m heading to the gym to go wrestle because that’s what I want to do all day. If it were up to me, I would go back to when I was in college and just go back to wrestling.

But I live in the real world, and unfortunately, it means I have to work and have a business, and all those other fun things -- which I love, which it is not bad.

But if it were up to me I’d be wrestling all the time, so when I get an opportunity to wrestle someone I am there. So that’s where I’m at right now, and I’ve got like a 15-20 minute ride to the workout room, so I’ll just hang out with you guys for a little bit. I hope you don’t mind.

Today was a super fun day. We’ve been working on a lot of really cool projects and stuff as always. Man, I don’t know if you guys are loving ClickFunnels like I am, but I literally built out our entire seminar funnel inside of ClickFunnels.

Yesterday, I built out one for our book launch. My book launch is coming up where I’m giving away my Ferrari. I built out, anyway, like three of four funnels in the last 48-hours.

It’s just so exciting and so much fun -- and I love it! It’s like a second, close to wrestling. Let’s just put it there. If ClickFunnels was a sport… man, it might even beat wrestling, but it’s close. It’s a close call right now. So anyway, it’s a ton of fun.

And I had a really cool chance… Today, I actually had a call with Tony Robbins. Some of you guys, I’m sure, probably saw it. He recently did his big book launch for his MONEY Master the Game book.

Which is an amazing book, and we promoted it and everything, and before the book launch, I saw what they were kind of doing and I messaged him. I was like, “Hey Tony, do you know there’s some things we can do to help tweak the sales process so it will do better for you?”

But he just ran out of time. They were so busy with the launch and with him speaking at, you know, every T.V. station in America for a month or two that the book was rolling out.

But he just didn’t have the you know, the bandwidth to be able to make the changes and adjustments he needed to, and because of that their funnel really suffered. You know, obviously, he’s not going to be able to share stats, numbers or anything, but he didn’t do as well as they had hoped.

And so, I had to email them a couple days ago basically saying, “Hey, now that you kind of done with the whole whirlwind book tour thing, if you’d like, I’d love to give you some feedback on some pretty simple changes you can to your funnel to help things out.”

He emailed me back and said let’s talk Tuesday at 4:30, and it was kind of fun. So I had a chance to talk to him and just talk about his funnel and his goals.

One thing that I can say that was just really, really cool from my phone conversation, you know, we talk a lot in business about staying focused and having like one goal and one thing you’re working towards and being very myopic on that.

And it’s been interesting -- I’ve watched over my 10-year career here in this business, it’s 12 years now. Wow.

Anyway, every time that I focus on one project and we start making a whole bunch of money, and as soon as I start making a bunch of money, my first tendency is to go and start doing like 30 different projects, and once I do that my whole business collapses.

And then I get back, and then I have to cut everything and focus on one thing, and it grows again, and then I get excited and I start doing it.

You know, I talked earlier on a podcast about cycling, and that’s one of the main reasons why I’ve cycled a couple times is because of that.

And it was interesting because when I first talked to Tony, I assumed that he wrote the book because he wanted to open up, you know, a back-end financial division and all these things and he kind of indirectly did.

If you read the book, you’ll kind of see kind of what he did. But it was interesting talking to him because the whole time he kept bringing it back to like what his core message is and his core focus and his reason why he’s here on earth.

It was really interesting. He talked about, you know, bringing these financial buyers is like…“But we don’t have a financial back-end.” he's like, “I don’t have a desire to build one.”

He’s said, “My only goal, my only focus, my life’s mission is to change people’s lives through, you know, my personal development stuff.” He’s like, “And I want to get people over to that.”

And I thought: Man, how powerful is that, that someone who spends four years writing a book, going on a mission to change this piece of the world, even though he did that to fill a personal mission?

Like his only goal for that still is to come back to his core -- his core focus. And that was just a real big lesson to me about, you know, having your one thing that you’re passionate about and you want to be best in the world at, and focusing all efforts there.

You know, it’s been interesting, since we did launch ClickFunnels, I’m thinking a lot about that just because, you know, we’ve been trying to grow that and making it the best it possibly can be.

And as lot of you guys know, I have my hands in a lot of different projects and opportunities and things like that, and it has been always tough for me over the last, you know, however many years of my career to focus on like, on a great opportunity because there’s so many good ones, right?

For example, a lot of you guys know about my supplement that’s doing… you know, it’s still doing great. But the problem is, I’m not focusing on it. Like it’s sad, you know, like I shared numbers in the webinar to get people excited.

Those numbers are actually really low, from what should be happening. Like that’s something that should be at two or three million dollars a month. Like if I was to focus 100 percent of my effort on that, it would be there in a very, very finite short period of time.

But it’s not my passion, it’s not my focus, it’s not my thing, and so in spite of myself -- just the fact that it’s there -- it’s doing anywhere from $250 to $500 to $600.

I think our swing, between like the high months and the low months, by $250,000 up to $600,000 a month, just consistently, without me doing really much of anything. Because I have no focus or effort there, it just kind of sits there and doesn’t really do much.

And so, for me, I’m looking at trying like how can we sell this? And I’ve been grateful that one of my friends and one of the guys in my mastermind group is looking at purchasing it right now.

Which I think it can be a huge deal. A great deal for him and a great deal for me because he’ll be able to have it, and actually put 100 percent focus on it, and give it the care that it needs and to be able to grow it. And it gives me the ability to start, you know, to take one more distraction away from me, so I can focus more on my core message.

I also look at like our DotComSecrets Company. You know, for years my business model was: We need to create new offers. You know, just to create new offers to make more money, right?

Like what’s something cool people will buy? Okay, let’s create this and create this, and we created some cool stuff.

But it’s been interesting. As I’ve come back and look at how we transitioned that company, how we’re continuing to transition (and you guys will see that more and more throughout this year), that the DotComSecrets Company, the only goal of it is not so much to create new products and sell more stuff.

We’ll do that, but the reason why that’s happening: You’ll see everything that we’re creating is very strategic to get people into ClickFunnels. ClickFunnels is my Level 10 opportunity, right? It’s the thing I want to focus on, and the thing that I want to dedicate my life to.

You know, we’ve had people already ask us like, “Well, you know, are you going to sell it? How much are you going to sell it for?”

And it’s been the funniest thing because any other business I’ve ever had if people asked me how much I’d sell it for, I’ve always had a number, instantly, in my head and with this one I don’t.

It’s funny like… I would almost rather do anything than sell it. Like people… I don’t know like, it’s just so exciting for me that I literally want to be doing this in the next 10, 15, 20 years. I’ve never had a business where I can see myself doing it in 20 or 30 years, but I can with this one.

That’s how passionate, how excited I am. And so, when people talk about selling it, it’s just like so far from my mind like it makes me sick to my stomach. Because I’m like I don’t know if there’s a number that I would say…

I’m sure there would be a number I would say yes to, but if I did I think I’d always -- you know, I have so much I want to do with it, in so many cool directions and things we’re going to be doing -- and so, anyway, it’s just kind of interesting,

Another really cool thing that I kind of think about, it’s kind of related, but I’ve got a friend who’s brilliant, one of the smartest marketers I’ve ever met. His name is Bill Harrison, and if you get to know him, him and his brother -- Brad and Bill -- they run a publicity company and it’s really cool.

About two years ago, actually, I was at Traffic Conversion with Bill Harrison, and we were talking about opportunities, and he was talking about him, and it was interesting, if you look at him, he’s one of, like I said, one of the most amazing marketers I’ve ever met.

If you go to his house… I haven’t been in his house, but I’ve seen pictures of it where, literally, every room in his house is covered from the floor to the ceiling in marketing and sales books, and it’s crazy.

He’s actually been sending me like boxes of books as gifts, just randomly, because he’s got too many books that his house, literally, cannot fit them all. It’s not like a library or a room. It’s the entire the entire house is covered with them, and he knows marketing probably better than anyone on earth.

And I was talking to him, and he said, “You know, it kind of drives me crazy. I have these friends who are horrible marketers, but they step into a Level 10 opportunity and their Level 2 skills.

“Because they’re a Level 10 opportunity, you know, some of these guys have sold their companies for hundreds of millions of dollars,” and he says, “You know, me, our company is doing well.”

I don’t know if they’re doing $10- or $15-million a year, but he’s like, “I felt like I have a Level 10 skill set, but I’m stuck in a Level 2 opportunity.

And I remember when he said that I started looking again at myself, looking internal. I thought, you know, I feel kind of like the same way. Like I’m in a Level 2 opportunity, with all my little things out here, and nothing for me was like that thing that was passion -- that drove me.

You know, I was dabbling in a lot of things that I really loved and I cared about, but there wasn’t anything that was really like my driving force. And I look at ClickFunnels as like something where I can take my Level 10 skills and apply it to a Level 10 opportunity and so for me it’s exciting.

So, anyway, I just wanted you guy thinking about that a little bit today. You know, it really impressed me when I was talking to Tony, just hearing him just keep pushing things back to that, and maybe kind of re-remember my focus and my goals in my company, in my business.

And everything is to push people back to my core opportunity, and I just want to encourage you guys, as well, to think about that strategically, and don’t just put out things to put out things, but think about like what’s your mission in life?

You know, think about what’s Tony Robbins’ mission? We know that, right? We’ve seen it. We’ve seen him changing millions and millions of people’s lives around the world. Like that’s his mission.

My mission is to help people to build sales funnels and to take their message out to the world, and be able to do it in a way that they can be profitable. You know, what’s your mission? What’s the thing you were put on earth here to do in your business? Because I promise you guys that you can change people’s lives, and you’ll be able to change a lot more people’s lives if you’re focused 100 percent on that thing.

So, anyway, that’s about it for tonight, you guys. I am almost to the gym. I’m excited to go wrestle and… this is cool. So I appreciate you guys all listening.

It’s fun having someone who listens to my random thoughts. I get messages on Facebook, randomly, from you guys all the time. Tell me you listen to the podcast. It just makes me happy.

So keep on listening. Share it with your friends if you like it, and outside of that, I appreciate you guys for listening, and we will talk soon. 


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