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332 - Behind The Scenes Of The Book Launch And Inner Circle

332 - Behind The Scenes Of The Book Launch And Inner Circle

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This week has been insane! Let me tell you a little about what’s going on.

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So didn’t want to burn and churn and bring in people, I want to keep 100 people and I want to send these people and their businesses and their lives together as a group. So because of that, I decided we’re going to create this thing. I think I talked about it with you guys a little while ago, but we’re going to call it Inner Circle for life, it’s going to be something where if you’re in the Inner Circle, you’re in. And if you leave, we’ll still love you but you just can’t come back in.


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Hey everyone, this is Russell Brunson and I want to welcome you guys to Marketing In Your Car. It’s been a little bit, I haven’t talked to you guys since the airplane trip, which I think got posted today. For you guys it’s right now, but for me it’s been a little bit. This week has been insane.

Starting with Inner Circle, we had, as you probably know at this point, we have 100 people in my Inner Circle, and basically we have 4 groups of 25. So last month we had the first 2 groups of 25, so that’s 50 people, and then the last two Monday, Tuesday here, and then Wednesday, Thursday. So I just finished up the last group. I wish I could share what happens in there because it’s amazing.

So many cool entrepreneurs and people and it’s insane that I get paid to help facilitate and hang out with these guys. So it’s been good but the one thing that’s been tough, my book launch starts on Tuesday. I’m not going to lie, I’m a little stressed out. A lot of stuff has been happening to get that all done and ready and I totally didn’t plan it well with Inner Circle the week before. So it’s been a long one. I’ve been up all night and then trying to be super present all day and it’s just been a lot. I’m tired, I’m worn out. I wish I could take a long 3 day weekend, but tomorrow I gotta get a bunch of stuff done and then Monday, and then launch Tuesday.

It’s all good, fun problems to have but I’m just not a very good scheduler, I don’t think. And what’s crazy, Tuesday night I was going to bed and I got one of the, what I thought was going to be the sales video for the new book funnel and the video was insanely good, but it wasn’t the right video for the sales page. And I was like, “Oh crap. I don’t know what to do. I don’t have time to make a new video for Tuesday’s launch.” So I started stressing out and started looking at the book funnel.

I had this really cool idea, insanely cool but it just wasn’t working and I didn’t know why. Anyway, I just hated the way the page look so that night I was insanely stressed. I was like, “Oh my gosh. I have no video, my funnel doesn’t look good.” My funnel has to be cool because I’m kind of the funnel guy who everyone’s looking at. If my funnel is ugly or doesn’t work, that’s embarrassing, especially since this is probably my biggest front end I will ever have. The focal point of my traffic and stuff for the next two or three years of our business and I need to make this perfect.

So I was, first off stressing out about both those two things. So this is, what night is this, they’re all blurring together, this is Monday night. So I just got home from the Inner Circle meeting, Monday night. This was probably like 11 o’clock at night when I had this epiphany of “I’m screwed. I don’t know what to do.” So I started going crazy and I’m trying to think of all these options. How do I make this page, first off work the right way? And all the sudden I remembered this page on our old Neurocel funnel, and that was the very first funnel we ever did, and so it was one of the free plus shipping ones we did before we turned it into the one that took off.

But there’s this part of the funnel that was so cool and I remember it and I was like, I needed to find that. But I can’t remember what the page was, it wasn’t archived or on the way back machine, so I couldn’t find it there. I was going through all my old emails, trying to remember which designer it was. It took me about an hour and a half and then I found it in some of my old email addresses in a random email from a designer that I forgot was the guy who actually designed it. I found it and I was like, “That’s it. That’s the…if I get that, it fixes the funnel.” But I was like, I don’t know how to do that in Clickfunnels. Then I was like, wait a minute, the designer who did that, he lives overseas, the guy’s awesome. I haven’t talked to him in probably a year.

So I messaged him that night. I was like, “Do you happen to be awake right now, because I need something super important, super urgent.” The guys’ name is Okey, he was my main designer forever, but when Clickfunnels came out I started doing all my own stuff. I was like, “Okey, if you’re around I need your help.” And he messaged back, “Yeah, hey. What can I do for you?” and I gave him this huge thing, “Basically I’m designing all these pages….” It was, I’m not going to lie, it was a pretty big order, what I asked him to do. And he’s like, “Yep, I’m on it.”

So he started running with that, thank heavens, I sent him tons of assets and he was running with that. And the video thing I was stressing out about and then I kind of had an idea, there was another video that the guy that did the first video, he sent another video that was, I watched it, it was legitimately amazing, but it wasn’t mine, so I couldn’t use it. But I was like, “oh my gosh, this is perfect.” But he gave me this process and a script, so I was like, “Okay, I gotta go to bed.” It was 1 in the morning at this point. I had to be up in like 5 hours for Inner Circle, so I was like I gotta get to bed.

So I went to bed, woke up in the morning and Okey had already designed the pages to send to me and I cannot wait for you guys to see them. They were amazing. And then during Inner Circle lunch, I had a 30 minute lunch, rewrote the script, got it ready, talked to Brandon who does all of our video stuff. I was like, “Hey Brandon, I need to film this, but it’s gotta happen, I don’t know when.” So last night actually, he came to my house at like 9 o’clock at night. He set up the curtains and everything to film the section of the video, we started filming, and it was a 3 ½ minute video but it took us 2 ½ hours to film it. Partially because my brain is fried, partially because I was changing it on the fly. We were rewriting the script while we were going. Got it done at about 12:30 last night.

And then Brandon, on top of that. The new sales page for the free book, there’s literally 20 documentary video testimonials of different people in different industries and markets, and he’s pulling 16-18 hour days trying to get all those videos done. All these things that are happening while I’m at Inner Circle meeting freaking out. Trying to serve these entrepreneurs at my highest level, being as present as possible. Then we have a lunch break, running into the other room and coordinating all these crazy, insane things and then running back and being present.

We just got done with the last day of Inner Circle, my son had a choir thing, had to tell everyone bye and take off, jump in my car, run to go see the choir and that’s where I’m at now. We just got done with the choir and I’m heading over to take the kids out to eat somewhere. So my wife’s in a different car than I am, so I have a minute to talk to you guys. So that’s kind of what’s happening over here, and it’s crazy and I’m so excited because the book launch is happening.

What I want to share with you guys is just one tip that I think is cool that we’re implementing and I’m really excited about it. And I think it’s cool. It came from, I think I’ve probably talked about this. But I geek out on old marketing courses. There’s something about the old ones, I like them more than new things. So I listen to a lot of Gary Halvert, a lot of Dan Kennedy, Jay Abraham, Frank Kern is still one of my favorites, I listen to Frank’s stuff all the time. And Matt Furey, who is a legend. He hasn’t published anything in ten years, but I still have all his old stuff.

I was listening to one of his old things, back when we had one of our huge snow storms, I was shoveling our walks with our snow plow thing that I bought that I ended up running into both my Corvette and Lexus and into our house. I destroyed so much property. Anyway, that’s a story for another day.

But anyway, I’m listening to Matt Furey and he’s talking about, at the time, this was ten years ago, there was a membership site and he had a rule with the membership site, he said people would leave and say I’m going to come back 3 or 4 months later, and they never did. Anyway, so I thought, that’s pretty cool. So I was like, I want to implement that, but I was really scared. So at Inner Circle, we have 100 people and for the most part people stay all the time, but there’s always some people that are like, “I’m going to put it on pause for 5 or 6 months, and I’m going to come back.” And it just bugged me because I didn’t think it was fair to them, honestly, or me, or the rest of the group.

And my goal with Inner Circle was take a group of 100 entrepreneurs and move them from a million dollars, to ten, to a hundred and I walked through really cool presentation twice this week, showing them that that’s the plan and the path. This is where we’re going and how we’re getting there.

I was like, “I don’t want to keep bringing new people into Inner Circle because I can’t, I don’t want to restart over at ground zero, every single time I want to take everyone as a group together and ascend everyone and get to the point where we’re at 10 million, and then a hundred million as companies. How many people’s lives are we impacting? That’s my goal with Inner Circle. There’s a lot of people, big mastermind groups that try to scale them, and that’s their business model. For me, Inner Circle is not my business model, it’s a by-product, and it’s something that I love because it keeps me sharp and relevant, and keeps me with my hand in literally, a hundred different businesses in tons of different markets. It gives me the ability to see some unique things. And that’s the value that I get out of it, plus the money’s not bad. But it’s not my business. Clickfunnels is my business, this is a by-product of it.

So didn’t want to burn and churn and bring in people, I want to keep 100 people and I want to send these people and their businesses and their lives together as a group. So because of that, I decided we’re going to create this thing. I think I talked about it with you guys a little while ago, but we’re going to call it Inner Circle for life, it’s going to be something where if you’re in the Inner Circle, you’re in. And if you leave, we’ll still love you but you just can’t come back in. If you’re not getting at least your 25k worth, then it’s not, you shouldn’t be here.

So we made that rule and it was scary to kind of present it, all four times. But it’s cool because there were a couple of people who were upset, and there were people who honestly hadn’t gotten a return on their money, and if you didn’t get a return on your money after going through this process for the last twelve months, it’s probably not the right fit. For those that did, it’s the cheapest 25 thousand dollars you will ever spend, on earth, ever.

So with that, we launched that and today was the last day I presented that, basically showing the Inner Circle for life and that’s the game plan. It’s cool because everyone is rallying behind that and it’s becoming a thing and now it gives me the ability to work with the group at a different intimate level. And I think for a lot of your high end programs, you guys should look at that, making it something where it’s Inner Circle for life, or whatever your program is, and keep people in so you can keep ascending and working with them.

In fact, the only way of getting in the Inner Circle now, as of today, you have to go to the FHAT event and there has to be room to get in the Inner Circle, and if there is we hand pick people from the FHAT event. So that’s the only way to get into the Inner Circle now, which is kind of cool. So with that said, I am here with my kids and my wife. I’m going to bounce. Appreciate you guys, and we’ll talk to you guys again, probably tomorrow. See you guys.


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