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403 - My Conversation With The Friendly Giant - Part 2 of 2 (Revisited!)

My Conversation With The Friendly Giant - Part 2 of 2 (Revisited!)

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Here is the conclusion of the special conversation I had on stage at a Traffic Secrets event with a friend and a student, Nic Fitzgerald.

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Start building a list ASAP. I don’t think I’ve ever seen you do a call to action to get a list anywhere, have I? After today’s session you’re …..just build a list. If you got nothing from this event at all, every time you do a hook and story, put them somewhere to build a list, because that’s the longevity. Because that’s where if Zuckerberg snaps his finger and you lose all your fans and followings and friends, and all the sudden you’re trying to build over somewhere else, it won’t matter because you’ll have those people somewhere external and now you can message them and bring them back into whatever world you need them to be at.


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Hey everybody, welcome to Marketing Secrets podcast. I’m so excited, I’m here on stage right now at the Two Comma Club X event with Mr. Nic Fitzgerald onstage. A year ago I gave a podcast to him about how to make it rain and this is section number two.

Now those of you who don’t know, in the last 12 months since I did that podcast he’s been making it rain and he’s been changing his life, his family’s lives, but more importantly, other people’s lives as well. And it’s been really cool, so that’s what we’re going to cover today during this episode of the podcast.

So welcome back you guys. I’m here on stage with Nic Fitzgerald, so excited. So I made a list of seven things that if I was to sit in a room with him in front of a whole bunch of people I’d be like, “Hey Nic, you’re doing awesome, but here’s some things to look at that I think will help you a lot with what you’re doing.”

So number one, when Nic first kind of started into this movement that he’s trying to create, I don’t know when it was, if you created this before or after. When did you create the Star Wars video?

Nic: This was, we talked in July, it was September/October. So a few months later.

Russell: How many of you guys have seen his Star Wars video? Okay, I’m so glad. For those who are listening, about 10% of the room raised their hand, the other 90% who are friends and followers and fans of Nic have never seen the Star Wars video. His Star Wars video is his origin story and it is one of the best videos I have ever, by far the best video I’ve seen him do, it is insanely good. It comes, do you want to talk about what happened in the video? It’s insanely good.

Nic: So I told the story of, I’m a huge Star Wars nerd, so if you didn’t know that, now you do. When I was young my grandma who lived in the same neighborhood as me, she took me to go see Return of the Jedi in the movie theater and I was such a Star Wars nerd, even at a young age, that when I was playing at the neighbors house, and you know, it’s the 80s, so mom and dad are like, “Nic, come home for dinner.” That kind of thing, I would ignore them. I would not come home until they called me “Luke”. No lie. I would make them call me Luke, or I would ignore them. I would not hear them.

Russell: Had I known this in high school I would have teased him relentlessly.

Nic: So my grandma took me and I remember going and it was so fun because we took the bus, it was just a fun thing. And we went and I just remember walking in and handing my ticket to the ticket person. And then popcorn and just the smells of everything. And again, this is the 80s so walking in the movie theater; I almost lost a shoe in the sticky soda, {sound effects} going on. I just remember how my feet stuck to the floor and all that stuff.

And then just being so excited to see my heroes on the big screen and Dark Vader, I just remember watching it. This is such a silly thing to get emotional about, but you know I remember the emperor and Darth Vader dying and all that stuff. It was just like, ah. It was a perfect day. Sorry sound dude. But it was just a perfect day with my grandma who has always been dear to me.

So the purpose of that video, I’d put it off for a long time. I knew I needed to tell my own story if I’m going to be helping somebody else tell theirs. And I put it off for a long time, because working through things, I was afraid that if it sucked, if the story was terrible, if the visuals were crappy, that was a reflection on me and my skills. I had worked on a bazillion Hallmark Christmas movies, you know how they put out like 17 trillion Christmas movies every year, if one of those sucks, no offense, they’re not riveting television.

Russell: They all suck.

Nic: That wasn’t a reflection on me, I was just doing the lighting or the camera work. I didn’t write the story, it wasn’t my story. But this was me, so I put it off for a long time because I knew if I didn’t execute how I envisioned it, that it would reflect poorly on me, and it would be like I was a fraud.

So the purpose of the video, there were three purposes. One to tell a story and get people to connect with me on a personal level. As I told that story here, how many of you remembered your feet sticking to the floor of a movie theater? How many of you, when I talk about the smell of popcorn and that sound, you felt and heard and smelled that. So it was one thing, I wanted people to connect with me and just see that I was just like you.

Then I wanted to show that I could make a pretty picture. So I had that and I used my family members as the actors. And then I went and talked about how…and then I wanted to use it to build credibility. I’ve worked on 13 feature films and two television series and shot news for the NBC affiliate and worked in tons of commercials. So I’ve learned from master story tellers and now I want to help other people find and tell their story. And then I showed clips of stories that I tell throughout the years.

So that was, I just remember specifically when I finally went and made it live, I made a list of about 20 people, my Dream 100 I guess you could say. I just wanted to send them and be like, “Hey, I made this video. I would love for you to watch it.” And Russell’s on that list. So I sent that out and made it live and then it was just kind of funny, it didn’t go viral, I got like 5000 views in a day, and it was like “whoa!” kind of thing.

But it was just one of those things that I knew I needed to tell my story and if I wanted to have any credibility as a story teller, not as a videographer, but as a story teller, being able to help people connect, and connect hearts and build relationships with their audience, I had to knock it out of the park. So that was my attempt at doing that.

Russell: And the video’s amazing, for the 10% of the room who saw it, it is amazing. Now my point here for Nic, but also for everyone here, I wrote down, is tell your story too much. Only 10% of the room has ever seen that video or ever heard it. How many of you guys have heard my potato gun story more than a dozen times? Almost the entire room, for those that are listening. Tell your story to the point where you are so sick and tired of telling the story and hearing it, that you just want to kill yourself, and then tell it again. And then tell it again. And then tell it again, because it is amazing. The video is amazing, the story is amazing.

How many of you guys feel more connected to him after hearing that story right now? It’s amazing. Tell t he story too much. All of us are going to be like, “I don’t want to hear the story. I don’t want to tell the story again.” You should be telling that story over and over and over again. That video should be showing it. At least once a week you should be following everyone, retargeting ads of that video. That video should be, everyone should see it. You’ve got 5,000 views which is amazing, you should get 5,000 views a day, consistently telling that story, telling that story.

Because you’re right, it’s beautiful, it’s amazing and people see that and they’re like, “Oh my gosh, I need that for my business. I need to be able to tell my story the way he told that story, because the connection is flawless.” And I think my biggest thing for you right now, is tell your story more. Tell that thing.

You’re telling good stories, but that story, that’s like your linchpin, that’s the thing that if you can tell that, it’s going to keep people connected to you for forever. Anyone who’s seen that video, you have a different level of connection. It’s amazing, it’s shot beautifully. You see his kids looking at the movies, with lights flashing, it’s beautiful. So telling your story more, that’d be the biggest thing. It’s just like, all the time telling that story over and over and over again. That’s number one.

Alright, number two, this one’s not so much for you as much for most of everybody else in here, but number two is that energy matters a lot. I’m not talking about, I’m tired during the day. I’m talking about when you are live, or you are talking in front of people, your energy matters a lot.

I was hanging out with Dana Derricks, how many of you guys know Dana, our resident goat farmer? By the way, he’s asked every time I mention his name is please not send him anymore goats. He’s gotten like 2 or 3 goats in the last month from all of our friends and family members here in the community. Please stop sending him goats. He loves them but he doesn’t want any more.

Anyway, what’s interesting, I was talking to Dana, and he’s like, “Do you know the biggest thing I’ve learned from you?” and I’m like, “No. what?” and I thought it was going to be like dream 100 and things like that. No, the biggest thing that Dana learned from me, he told me, was that energy matters a lot. He’s like, “When I hang out with you, you’re kind of like blah, but when you get on stage you’re like, baaahh!” and I started telling him, the reason why is when I first started this career, in fact, I have my brother right now pulling all the video clips of me from like 12 or 13 years ago, when I had a shaved head and I was awkward like, “Hi, my name is Russell Brunson.” And we’re trying to make this montage of me over 15 years of doing this and how awkward and weird I was, and how it took 8-10 years until I was normal and started growing my hair out.

But I’m trying to show that whole montage, but if you look at it like, I was going through that process and the biggest thing I learned is that if I talked to people like this, when you’re on video you sound like this. The very first, I think I’d have an idea and then I’d just do stupid things. So I saw an infomercial, so I’m like I should do an infomercial.

So I hired this company to make an infomercial and next thing I know two weeks later I’m in Florida and there’s this host on this show and he’s like the cheesiest cheese ball ever. I’m so embarrassed. He asked me a question and I’m like, “Well, um, you know, duh, duh…” and he’s like, “Whoa, cut, cut, cut.” He’s like, “Dude, holy crap. You have no energy.” I’m like, “No, I feel really good. I have a lot of energy right now.” He’s like, “No, no you don’t understand. When you’re on tv, you have to talk like this to sound normal. If you just talk normal, you sound like you’re asleep.” I’m like, “I don’t know.”

So we did this whole infomercial and he’s like all over the top and I’m just like, trying to go a little bit higher and it was awkward. I went back and watched it later, and he sounded completely normal and I looked like I was dead on the road. It was weird.

Brandon Fischer, I don’t know if he’s still in the audience, but we did…Brandon’s back here. So four years ago when Clickfunnels first came out we made these videos that when you first signed up we gave away a free t-shirt. How many of you guys remember seeing those videos? I made those videos and then they lasted for like four years, and then we just reshot them last week because it’s like, “Oh wow, the demo video when we’re showing CLickfunnels does not look like Clickfunnels anymore. It’s completely changed in four years.” So Todd’s like, “You have to make a new video.” I’m like, “I don’t want to make a video.’

So finally we made the new videos, recorded them and got them up there and we posted them online, and before we posted them on, I went and watched the old ones, and I watched the old ones and I was like, “Oh my gosh, this is just four years ago, I am so depressing. How did anybody watch this video?” It was bad, right Brandon. It was like painfully bad. I was like, “oh my gosh.” That was just four years ago. Imagine six years ago, or ten years. It was really, really bad. And when I notice the more energy you have, the more energy everyone else has.

It seems weird at first, but always stretch more than you feel comfortable, and it seems normal, and then you’ll feel better with it and better with it. But what’s interesting about humans is we are attracted to energy. I used to hate people talking energy talk, because I thought it was like the nerdy woo-woo crap. But it’s so weird and real actually.

I notice this in all aspects of my life. When I come home at night, usually I am beat up and tired and worn out. I get up early in the morning, and then I work super hard, I get home and I get out of the car and I come to the door and before I open the door, I’m always like, Okay if I come in like, ugh, my whole family is going to be depressed with me.” They’ll all lower to my energy level. So I sit there and I get into state and I’m like, okay, whew. I open the door and I’m like, “What’s up guys!! I’m home!” and all the sudden my kids are like, “Oh dad’s home!” and they start running in, it’s this huge thing, it’s crazy, and then the tone is set, everyone’s energy is high and the rest of the night’s amazing.

When I come in the office, I walk in and realize I’m the leader of this office and if I come in like, “Hey guys, what’s up? Hey Nic, what’s up?” Then everyone’s going to be like {sound effect}. So I’m like, okay when I come in I have to come in here, otherwise everyone is going to be down on a normal level. I have to bring people up. So we walk in the office now and I’m like, “What’s up everybody, how’s it going?” and I’m excited and they’re like, “Oh.” And everyone’s energy rises and the whole company grows together.

So l love when Dave walks through the door, have you guys ever noticed this? When Dave walks through the door, I’m at a 10, Dave’s like at a 32 and it’s just like, he wakes up and comes over to my  house at 4:30 in the morning to lift weights. I sleep in an hour later, and I come in at 5:45 or something, and I walk in and I’m just like, “I want to die.” And I walk in and he’s like, “Hey how’s it going?.” I’m like, “Really good man. You’ve been here for an hour.” And all the sudden I’m like, oh my gosh I feel better. Instantly raised up.

It’s kind of like tuning forks. Have you noticed this? If you get two tuning forks at different things and you wack one, and you wack the other one, and you bring them close together, what will happen is the waves will increase and they end up going at the exact same level. So energy matters. The higher your energy, the higher everyone else around you will be, on video, on audio, on face…everything, energy matters a lot. So that’s number two, when you’re making videos, thinking about that.

Alright number three, okay this, you were like 90% there and I watched the whole thing and I was so excited and then you missed the last piece and I was like, “Oh it was so good.” So a year after that Facebook message came, you did a Facebook live one year later to the day, and he told that story on Facebook live. And I was like, “Oh my gosh this is amazing.” And he told that story, and he was talking about it, and I was emotional, going through the whole thing again. This is so cool, this is so cool. And he told the story about the podcast, and this podcast was an hour long, and the thing and his life changed and all this stuff…

And I know that me and a whole bunch of you guys, a whole bunch of entrepreneurs listened to this story and they’re at bated breath, “This is amazing, this is amazing.” And he gets to the very end, “Alright guys, see you tomorrow.” Boom, clicks off. And I was like, “Aaahhh!” How can you leave me in that state?  I need something, I need something.

So the note here is I said, make offers for everything. Think about this, at the end when you ended, and everyone’s thinking, I want to hear that episode, where is that? How would it be? Now imagine you take the opportunity at the very end that says, “How many of you guys would like to hear that episode where Russell actually made me a personal podcast? And how many of you guys would actually like if I gave you my commentary about what  I learned and why it was actually important to me? All you gotta do right now is post down below and write ‘I’m in.’ and I’ll add you to my messenger list and I’ll send you that podcast along with the recording where I actually told you what this meant to me.” Boom, now all those people listening are now on his list. Or they can even go opt in somewhere.

But all you did was tell the story and everything and we were all sitting with bated breath and I was just like, at the end make the offer. You guys want the stuff I talked about, you want the thing? You want the thing? And then you send them somewhere and now you captured them and consider them longer term and you can do more things with them.

It was like, hook, story, dude where’s my offer? Give me something. But it was awesome. How many of you guys felt that way when you listened to that thing and you’re just like, “I don’t even know where to find that episode. Russell’s got eight thousand episodes everywhere, I don’t even know where to look for it.” You could have been like, here’s the link.

Just the link….if you guys can’t figure out how to make an offer, go listen to a whole bunch of stuff, find something amazing and be like, “oh my gosh you guys, I was listening to this Tim Ferris podcast, he did like 800 episodes, every one is like 18 hours long, they’re really hard to listen to, but I found this one from 3 ½-4 years ago where he taught this concept and it was insane. It was amazing; I learned this and this. How many of you want to know what that is? Okay, I have the link, if you message me down below I’ll send you the link to exactly where to find that episode.” Everyone will give it to you.

You’ll be like, “But it’s free on the internet Russell.” It doesn’t matter. You know where it’s at and they don’t. They will give you their contact information in exchange for you giving them a direct link to the link.

Back before I had anything to give away for opt ins, guess what I used to do. I used to go to YouTube and I would find cool videos from famous people. One of my favorite ones we did was I went and typed in YouTube, “Robert Kiyosaki” because he was one of my big mentors at the time. And there was all these amazing Robert Kiyosaki videos on YouTube for free. Tons of them. Hour long training from Robert Kiyosaki. Four hour long event from Robert Kiyosaki. All this stuff for free listed in YouTube. So I made a little Clickfunnels membership site, I got all the free videos and put them inside a members area and just like, “Tab one, Robert Kiyosaki talking about investing, Robert Kiyosaki talking about stocks, Robert Kiyosaki talking….”

And I just put all the videos in there and made a squeeze page like, “Hey, who wants a whole bunch of free, my favorite Robert Kiyosaki videos?” and I made a little landing page, people opt in, I give them access to the membership site, and then I went and targeted Robert Kiyosaki’s audience and built a huge list off his people. Dream 100.

Imagine with Dream 100 instead of doing just one campaign to all the people, if each person in your dream 100 you made a customized membership site with the free content right now, be like, “Hey, you’ve listened to a lot of Grant Cardone, he’s got four podcasts, 5000 episodes, there’s only four that are actually really, really good. Do you guys want to know what they are? Opt in here, I’ll give you the four best episodes of all. I currated all these for you to give you the four best.” And target Grant’s audience with that, now you got all his buyers coming into your world. Is that alright, is that good.

Alright number four ties along with this. Number four, start building a list ASAP. I don’t think I’ve ever seen you do a call to action to get a list anywhere, have I? After today’s session you’re …..just build a list. If you got nothing from this event at all, every time you do a hook and story, put them somewhere to build a list, because that’s the longevity. Because that’s where if Zuckerberg snaps his finger and you lose all your fans and followings and friends, and all the sudden you’re trying to build over somewhere else, it won’t matter because you’ll have those people somewhere external and now you can message them and bring them back into whatever world you need them to be at.

But that’s how you build stability in business. It’s also how you sell this time, you want to sell it the next time and the next time, the list is the key. Funnel Hacking Live, the first Funnel Hacking Live it was a lot of work and we sold out 600 people in the room, and we kept growing the list and growing the list, the next year we did 1200. Then we did 1500, last year was 3000, this year we’re going to be at 5000. We’re building up the list and building up pressure and excitement and then when you release it, it gives you the ability to blow things up really, really fast.  Okay, that was number four.

Okay number five, I wrote down integration marketing, adding to other’s offers to build a buyer list. So this is a little sneaky tactic we used to back in the day when I didn’t have my own list, but I had a couple of skills and talents which you do happen to have, which is nice. If you have no skills this won’t work, but if you have skills you’re lucky.

So Frank Kern used to do this as well. Frank is sneaky. He used to do this all the time and I saw him doing it and I’m like, “Oh my gosh, he’s brilliant.” So Frank did a one hour presentation somewhere and he called it Mind Control, it wasn’t Mass Control, but it was something like about how to control the minds of your prospects through manipulation and something sneaky. And the title alone was amazing. It was a one hour presentation he gave somewhere.

And he put it on these DVDs and what he did, he went to like Dan Kennedy and he’s like, “Hey Dan, you have all of your buyer and you send them this newsletter every single month,” at the time they had 13000 active members, these were their best buyers. He’s like, “This DVD I sell for like a thousand bucks. Do you want to give it to all your people for free?” And Dan’s like, “sure.”

And all the sudden the next month, Franks got his best CD with his best stuff in the mailbox of the 13000 best customers, every single person that Dan Kennedy’s been collecting for the last 15 years. So think about this. With your skill set, look at the other people in the market, all the dream 100 who are doing things and how do you create something you can plug into their offers, and every single time one of those people sell a product, your face is popping up as well.

It’s called integration marketing, my first mentor Mark Joyner wrote a book called Integration Marketing, it’s a really fast read. You can read it in an hour, but it will get your mind set thinking about it. How can I integrate with what other people are always doing? Because I can go and make a sell, and make another sell, but I was like, when we launched Clickfunnels I was like, “How can I figure out other people’s sales processes that are already happening and somehow inject myself into all these other sales processes?” That way every single time Steven Larsen sells something or someone else sells something, or all these people are selling something, it always somehow gets flown back to me.

I want every product, every course, everything happening in the internet marketing world to somehow have people saying my name. That’s my goal. How many of you guy have been to other people’s events and I’m not there and they say my name? It makes me so happy. I get the instagrams from some of you guys, “Hey so and so just said your name.” I’m like, that’s so good. How have I done that? I spent a lot of my life integrating into everybody’s offers.

Initially when I first got started, every single person who had a product, I was an interview in everyone’s product. I was like, looking at people launching a product, specific product launches coming, I’d contact them. Product launch is coming up, “Hey man, is there any way I could do a cool thing for your people? I could create this and give it to you and you could plug it into your product?” and everyone’s like, ‘Sure, that’d be awesome.” And all the sudden, boom, they get 5000 new buyers came in and every single one of them got my thing. They’re hearing my name, hearing my voice and it’s just constant integration.

I think about how I met Joe Vitale, I talked about that earlier with the greatest showman. He was in an interview in a course I bought from Mark Joyner, I listened to it, fell in love with Joe Vitale, bought his stuff, given him tons of money over the years, a whole bunch of good stuff because he was integrated in that.

So looking at other ways to integrate, the skill set that you already have into other people’s marketing channels because then you’re leveraging anytime any of these partners make a sell, you’re getting customers coming through that flow as well. Cool?

Nic: Yeah.

Russell: That was number five. Number six, I call this one rainmaker projects, because we talked about rainmaker during the first podcast interview. So rainmaker projects are, and again when I first started my career I did tons of these, where it’s like, I was really good at one piece.

For you, you’re really good at video and story telling. And I look out here and be like, okay who is someone else here that is awesome? So and so is really good at making a product on Facebook ads. “You’re really good at Facebook ads, so I’ll do the video for this course, you do the Facebook, you do the actual ads for us.”

And then, you’re awesome at doing the traffic and you bring in four or five people, like this little avenger team, and you create a cobranded product together and you launch it and everyone makes a bunch of money, split all the money, 50/50/50/50, that makes more than 100,but you know what I’m talking about, everyone splits the money, everyone splits the customer list and all the sudden you’ve all pulled your efforts, your energy, your talents together and everyone leaves with some cash, and you also leave with the customer list, and that’s when you start growing really, really rapidly.

When I started I didn’t have a customer list, I had a very small one. But I had a couple of skill sets so that’s why I did tons of these things. That’s like, if you guys know any of my old friends like Mike Filsaime, Gary Ambrose, I could list off all the old partners we had back in the day, and that’s what we did all the time, these little rainmaker projects. We didn’t call them that back in the day, but that’s what it was.

It was just like, we all knew what our skill sets were, and it’s like, let’s come together, let’s make a project. This isn’t going to be how we change the world, it’s not going to be something we’re going to scale and grow, but it’s like, it’s going to be a project, we put it together, we launch it, make some money, get some customers, get our name out in the market, and then we step away from it and then we all go back to our own businesses.

It’s not like, that’s why it’s funny because a lot of times people are scared of these. Like, “Well, how do we set up the business structure? Who’s going to be the owner? Who’s the boss?” No, none of that. This is an in and out project where all the rainmakers come together and you create something amazing for a short period of time, you split the money and you go back home with the money and the customers.

But it gave you a bump in status, a big bump in customer lists, a big bump in cash and then all those things kind of rise and if you do enough of those your status keeps growing and growing and growing, and it’s a really fast easy way to continue to grow. How many of you guys want to do a rainmaker project with Nic right now? Alright, very, very cool.

Alright, and then I got one last, this is number seven. This kind of ties back to dream 100. The last thing I talked about was, and again this is kind of for everyone in the group, is the levels of the dream 100. I remember when I first started this process, I first got the concept and I didn’t know it was the dream 100 back then, but I was looking at all the different people that would have been on my dream 100 list. It was Mark Joyner, Joe Vitale, all these people that for me were top tier. Tony Robbins, Richard Branson, and I was like, oh, and I started trying to figure out how to get in those spots. And the more I tried, it was so hard to get through the gatekeeper, it was impossible to get through all these gatekeepers, these people.

I was like, “Man don’t people care about me. I’m just a young guy trying to figure this stuff out and they won’t even respond to my calls or my emails. I can’t even get through, I thought these people really cared.” Now to be on the flip side of that, I didn’t realize what life is actually like for that, for people like that. For me, I understand that now at a whole other level. We’ve got a million and a half people on our subscriber list. We have 68000 customers, we’ve got coaching programs, got family, got friends. We have to put up barriers to protect yourself or it’s impossible.

I felt, I can’t even tell you how bad I feel having Brent this morning, “Can you tell everyone to not do pictures with me.” It’s not that I don’t want to, but do you want me to tell you what actually happens typically? This is why we have to put barriers around ourselves. Here’s my phone, I’ll be in a room, like Funnel Hacking Live and there will be 3000 people in the room, and I’m walking through and someone’s like, “Real quick, real quick, can I get a picture?” I’m like, “I gotta go.” And they’re like, “It’ll take one second.” And I’m like, ahh, “Okay, fine, quick.” And they’re like, “Hold on.” And they get their phone out and they’re like, “Uh, uh, okay, uh, alright got it. Crap it’s flipped around. Okay, actually can you hold this, my arms not long enough can you hold it? Actually, hey you come here real quick, can you hold this so we can get a picture? Okay ready, one two three cheese.” And they grab the camera and they’re off. And for them it took one second. And that person leaves, and guess what’s behind them? A line of like 500 people.

And then for the next like 8 hours, the first Funnel Hacking Live, was anyone here at the first Funnel Hacking Live? I spent 3 ½ hours up front doing pictures with everybody and I almost died afterwards. I’m like, I can’t…but I didn’t know how to say no, it was super, super hard.

So I realize now, to protect your sanity, people up there have all sorts of gatekeepers and it’s hard. So the way you get through is not being more annoying, and trying to get through people. The way you get to them is by understanding the levels of that. So I tried a whole bunch of times, and I couldn’t get in so I was like, “Crap, screw those guys. They don’t like me anyway, they must be jerks, I’m sure they’re just avoiding me and I’m on a blacklist….” All the thoughts that go through your head.

And at that time, I started looking around me. I started looking around and I was like, “hey, there’s some really cool people here.” And that’s when I met, I remember Mike Filsaime, Mike Filsaime at the time had just created a product he launched and he had like a list of, I don’t know, maybe 3 or 4 thousand people. And I remember I created my first product, Zipbrander, and I was all scared and I’m like ,”Hey Mike, I created this thing Zipbrander.” And he messaged back, “Dude that’s the coolest thing in the world.”

A couple of things, Mike didn’t have a gatekeeper, it was just him. He got my email, he saw it, and he was like, “This is actually cool.” I’m like, “Cool, do you want to promote it?” and he’s like, “Yes, I would love to promote it.” I’m like, oh my gosh. I had never made a sale online at this point, by the way, other than a couple of little things that fell apart. I never actually made a sale of my own product.

Zipbrander was my very first, my own product that I ever created. So Mike was that cool, he sent an email to his list, his 5000 person list, they came over, I had this little pop up that came to the site and bounced around, back in the day. I had 270 people opt in to my list from Mike’s email to it, and I think we made like 8 or 10 sales, which wasn’t a lot, but 67 that’s $670, they gave me half, I made $350 on an email and gained 300 people on my list. I’m like, oh my gosh this is amazing.

And I asked Mike, “Who are the other people you hang out with? I don’t know very many people.” And he’s like, “Oh dude, you gotta meet this guy, he’s awesome.” And he brought me to someone else, and I’m like, “Oh this is cool. “ and Mike’s like, “Dude, I promoted Zipbrander, it was awesome, you should promote it.” And then he’s like, “Oh cool.” And he promoted Zipbrander. I’m like, oh my gosh, I got another 30-40 people on my list and there were a couple more sales.

And then I asked him, “Who do you know?” and there was someone else, and we stared doing this thing and all the sudden there were 8 or 10 of us who were all at this level and we all started masterminding, networking, figuring things out, cross promote each other and what happened, what’s interesting is that all of our little brands that were small at the time started growing, and they started growing, and they started growing. All the sudden we were at the next tier.

And when we got to the next tier all the sudden all these new people started being aware of us and started answering our calls and doing things, and Mike’s like, ‘Oh my gosh, I met this guy who used to be untouchable.” And he brought him in and brought them in and all the sudden we’re at the next level. And we started growing again and growing again.

And the next thing we know, four years later I get a phone call from Tony Robbins assistant, they’re like, “Hey I’m sitting in a room and I got Mike Filsaime, Frank Kern, Jeff Walker, all these guys are sitting in a room with Tony Robbins and he thinks that you guys are the biggest internet nerds in the world, he’s obsessed with it and he wants to know if he can meet you in Salt Lake in like an hour.”

What? Tony Robbins? I’ve emailed him 8000 times, he’s never responded even once, I thought he hated me. Not that he hated me, it’s that he had so many gatekeepers, he had no idea who I was. But eventually you start getting value and you collectively as a level of the dream 100 becomes more and more powerful. Eventually people notice you because you become the bigger people. And each tier gets bigger and bigger and bigger.

So my biggest advice for you and for everybody is understanding that. Yes, it’s good to have these huge dreams and big people, but start looking around. There are so many partnerships to be had just inside this room. How many deals have you done with people in this room so far?

Nic: Quite a few.

Russell: More than one, right.

Nic: Yeah, more than one.

Russell: Start looking around you guys. Don’t always look up, up, up and try to get this thing. Look around and realize collectively, man, start doing the crossings because that’s how everyone starts growing together and there will be a time where I’ll be coming to you guys begging, “Can you please look at my stuff you guys, I have this thing called Clickfunnels. You may have heard of it. Can you please help me promote it?” And that’s what’s going to happen, okay.

So the level of the dream 100 is the last thing, just don’t discount that. Because so many people are like swinging for the fence and just hoping for this homerun like I was, and it’s funny because I remember eventually people would respond to me, that I was trying for before, and they’d contact me. And I was like, oh my gosh. I realized, I thought this person hated me, I thought I was on a black list. I was assuming they were getting these emails and like, “oh, I hate this. Russell’s a scammer.” In my head right. They never saw any of them.

Until they saw me, and they reached out to me and the whole dynamic shifted. So realizing that, kind of looking around and start building your dream 100 list, even within this room, within the communities that you’re in, because there’s power in that. And as you grow collectively, as a group, everyone will grow together, and that’s the magic. So that was number seven.

So to recap the seven really quick. Number one, tell your story way too much, to the point where you’re so annoyed and so sick and tired of hearing it that everybody comes to you, and then keep telling it even some more.

Number two, in everything you’re doing, energy matters a lot. To the point, even above what you think you’re comfortable with and do that all the time.

Number three, make offers for everything. Hook, story, don’t leave them hanging, give them an offer because they’ll go and they will feel more completed afterwards.

Number four, start building a list, it ties back to the first thing. Make an offer, get them to build your list, start growing your list because your list is your actual business.

Number five, integration marketing. Look for other people’s marketing channels and how you can weave what you do into those channels, so you can get free traffic from all the people who are doing stuff.

Number five, create rainmaker projects, find really cool things and bring four or five people together and make something amazing. Share the cash, share the customer list, elevate your status, elevate your brand, and it’s really fun to do because you get to know a whole bunch of people.

And Number seven, understanding the levels of the dream 100. Find the people at your level and start growing with them together collectively as you do that, and in a year, two years, three years, five years Tony Robbins will be calling you, asking you to make his video and it will be amazing.

Does that sound good? Awesome.


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