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82 - Behind The Scenes Of Decade In A Day With Dana Derricks

82 - Behind The Scenes Of Decade In A Day With Dana Derricks

Listen To Today's Episode: 

Episode Recap:

Listen as “The Goat Farmer” drops some powerful Q & A during this episode of Marketing Secrets. On this special episode Russell is interviewed by Dana Derricks for Decade in a Day. Here are some of the fun and informative questions you will get to hear the answers to:

-- What would be the one thing Russell would suggest anybody starting out in business should focus on?

-- What’s Russell’s biggest secret to building funnels?

-- What Russell wishes he would have done differently?

-- And what Russell’s team relieves him from?

So listen here for the answers to these questions and many more from Dana Derricks.

Subscribe To Get All Future Episodes:

Best Quote:

Decade in a Day is basically where I take a decade of my life experiences, my business experiences and jam it into a day for that person. Basically I do this about once a month with my inner circle members. And it was really funny because this time, Dana showed up and instead of just asking me a bunch of, or instead of doing a normal consult back and forth, he just came back and said, “Hey I have a whole list of questions I want for you.”


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What’s up everybody? This is Russell Brunson, welcome to Marketing Secrets podcast. I’m so excited to have you here. Today I’m going to share with you a behind the scenes interview with my man, Mr. Dana Derricks.

Hey everyone, welcome back to Marketing Secrets. If you have not yet subscribed, if you are on iTunes, please subscribe and leave us a comment. If you are watching this one YouTube, please click on our YouTube channel and subscribe so you keep getting amazing videos like this.

Right now, what I want to share with you guys is behind the scenes of an interview that happened earlier last week. Dana Derricks is in my inner circle program, he just started year number two and when someone joins my inner circle, or they re-up after a year, I let them be part of what we call Decade in a Day.

Decade in a Day is basically where I take a decade of my life experiences, my business experiences and jam it into a day for that person. Basically I do this about once a month with my inner circle members. And it was really funny because this time, Dana showed up and instead of just asking me a bunch of, or instead of doing a normal consult back and forth, he just came back and said, “Hey I have a whole list of questions I want for you.”

Some were really good questions, some were off the wall, there were all sorts of place, it was hilarious. But there was some really powerful, strong things that came out of the interview and I thought between the humor and the gold, I thought it would be awesome to share with you. So I asked Dana if he’d be willing to let me share this with you guys. And luckily for me and for you and for everybody, he said yes. So I want to take you guys behind the scenes of a Decade in a Day call with Dana Derricks.

Like I said, for those who don’t know Dana yet, you will appreciate and love his humor. He is a goat farmer, he’s speaking at Funnel Hacking Live, and some of these questions are amazing. With that said, we’re going to jump over to the interview and have some fun.

What’s up Dana?

Dana: Yo! What’s up?

Russell: How’s it going man?

Dana: Good, good. How are you guys doing?

Russell: Amazing. (Other people greeting and cheering.)

Dana: Oh this is going to be great.

Russell: This better be great.

Dana: Yeah, no pressure, right.

Russell: We were betting before we turned it live, we’re like, “Is he gonna have any goats in the office with him?”

Dana: Well, if it wasn’t so cold, I probably could have made that happen.

Russell: That’s amazing. So obviously, I know you really well. Do you want to tell everyone who you are, who doesn’t know, and then we can have some fun?

Dana: Yeah, we can do that. You’re in for a treat by the way. You’re going to like this, I’m glad I’m last. Whoever set that up, kudos to them. They deserve some treat, Mandy.

Oh man. Hold your breath.

Russell: Literal or no?

Dana: You’ll be fine. You ready?

Russell: I’m ready. Ready to rock and roll.

Dana: Are we live?

Russell: You’re live.

Dana: I thought you had to press a button or something. Hey what’s up everybody? I’m a goat farmer, I don’t know technology very well. We’ve been live for 5 minutes, I’ve blown 5 minutes of my time. If you don’t know me, my name is Dana, I’m a goat farmer that Russell let into the inner circle. Also I write copy. And that’s about all.

Russell: And books, a lot of books.

Dana: Oh yeah.

Russell: I got a few books from you this week and I was like, “Did you write both of these this week?” amazing.

Dana: Kinda. Yeah did you get that package?

Russell: Yeah, that was amazing. Thank you.

Dana: Oh yeah, no, for sure.

Russell: It was like, here’s the salad you can eat now and here’s what you can have after the BORT. Did you hear we changed it from BART to BORT?

Dana: You did?

Russell: A Big And Ripped Transformation and BORT is Big Or Ripped Transformation, so you get to choose. We’re calling Bart- Bort now. So feel free to do that, he’ll love it.

Dana: Bort Miller, I love it. Yeah dude, the secret about sending stuff in the mail is it’s a lot harder to opt out of receiving mail in the mail, as opposed to like email. So that’s kind of the trick.

Russell: During your presentation you should show that clip from Seinfeld where Kramer’s like, “I’m out.” And he breaks up his mailbox.

Dana: That’s good. I like that. And you can tell when they do opt out because your stuff comes back to you. That’s awesome.

Okay, so I guess I have something prepared. I don’t have slides or anything. I don’t really understand technology that well. So I have a list of just a bunch of questions I’m going to ask you, if that’s okay?

Russell: Heck yeah.

Dana: Alright cool. So there’s going to be three sections. The first is just business, the second is life, and the third is whatever questions we’re going to open it up to. You guys can ask me, feel free to pick my brain all you want. And then the audience can interject. I don’t know where they are, but if you guys can see anything that they’re saying, let’s do it. Cool?

Russell: Let’s do it.

Dana: Alright, I might, if you start talking too long, because I’ve got this spaced out just right, I’ll probably just cut you off, okay? Don’t worry about it, I’ll control the time. We’ll start off easy okay.

What would you estimate to be the ROI on the spend of one goat over a twelve month period?

Russell: For average humans or for Dana?

Dana: You’d be surprised. I’d say average humans.

Russell: For an average human it’s probably not very good. You can milk goats, right?

Dana: You can.

Russell: Can you eat goats? You probably don’t eat goats, do you?

Dana: I wouldn’t advice it.

Russell: You milk them, you shear them to get wool?

Dana: No, they have weird fur.

Russell: So just milk. Alright.

Dana: Pretty much, milk and cheese.

Russell: Milk and cheese. I bet you double the ROI. I bet you pay a thousand for a goat you get $2 grand back?

Dana: That’s really close. That’s real good. Did John tell you that.

Russell: No, that was off the top of my head. I had no idea.

Dana: Nice. Good, good. You’re going to have goats soon.

Russell: I have astro turf on my field now, they can’t…

Dana: They’ll eat it, don’t worry. What would be the one thing you would suggest anybody starting out in business to focus on?

Russell: Like the initial, when you’re first, first beginning?

Dana: Yep.

Russell: Probably focusing on developing yourself through serving other people, until you actually become amazing at whatever it is you want to sell in the future.

Dana: So other people’s results instead of your own?

Russell: Yeah. Go and serve people, get results, then that becomes the catalyst for everything else.

Dana: Nice. What would be one thing you would suggest, anybody that’s already having success, to focus on?

Russell: Is this going to become a book someday? This is like the chapters of a book. He’s pre-writing it, he’s making me write the book for him.

Dana: Getting content one way or another.

Russell: I can use this time however I want Russell. So people who are already having success, I would say the biggest thing is, a lot of times, especially with creators, we have success and then we get complacent for a while because I think initially when we start, a lot of times we are thinking about ourselves. And then you get to the point where it’s like all your needs are met. And most people sit complacent until they realize that this has nothing to do with them. Then you transition back to how do I serve people more? That’s when the next level of success happens.

For me, business for me was selfish for a long time. I was trying to figure out how to make money, then my needs were met, and then more so, then it’s like, now what? It wasn’t until I really started focusing on the contribution side of it, then all the sudden, then it lights you back on fire again because you don’t….someone asked me yesterday, why don’t you sell for whatever? And I’m like, I don’t need money at this point in my life, this is about the contribution which is like, the exciting part. Money gets dumb. After you pay your house off, you’re like, well I don’t know what else to do.

Dana: {Inaudible} Okay, awesome. Love it. What’s your biggest secret to building funnels?

Russell: I don’t start building a funnel until I’ve found another funnel that I’m modeling, like a concept. So I’m always very clear of this is where we’re going. And number two I focus most of the effort or energy on the copy or the stories. Each page in a funnel is its own story that you’re telling, you’re crafting to get them to take the next action, and that’s where we focus. Anyone can do a funnel now with Clickfunnels. Woo hoo, I’ve got a funnel. It’s like understanding and mastering the story, even the short form story. I’ve got a headline and an opt in box, what’s the story I’m telling there? What’s the story on the landing page, and the upsell page? Basically taking the Perfect Webinar structure and breaking it down into, over a set of pages and orchestrating the whole thing together. So that’s where I spend most of my…

Dana: Okay, would you also say it’s like, then connecting the dots too? It’s like taking them on a journey. Because people think you just throw them in the top and then they end up in the bottom. But you have to hold their hand throughout.

Russell: Yeah, hold their hand and it’s like, when I’m doing a funnel I always think about if my mom was to come and buy this thing….like let’s say she bought this superman little thing. She’s like, “This is awesome.” And then she buys that and then she looks and “What should I get next?” and I’d be like, “Okay, let me explain to you why you need the next thing.” And it’s not like, I get people who all the time that ask me, their questions are like, “What price point should my upsell be?” and I’m like, that has nothing to do with anything. Price point is completely irrelevant. They just bought this, what’s the next logical thing that they need or they think they need to get the end result they’re trying to get. Whatever the price is, doesn’t really matter. It just doesn’t logically make sense. “I have this, now I need this, and this is where I’m going.”

Dana: Dude, you’d be such a good goat farmer, because it’s like, they get out, they’re in the neighbor’s yard. So you gotta go over there to get over there, and you gotta bring just enough treats to get them back into your yard. So now they’re in your yard, which is an improvement, but they’re still not in the pen. Then you gotta get them over to the gate with another set of treats. Then you gotta keep them there long enough to get the gate open and then get them back into their actual pen. It’s the same thing as funnels, right?

Russell: Goat funnel secrets. You should tell this, that’s actually really cool. That’s what you’re doing, that’s the name of the book we’re writing right now, isn’t it?

Dana: Maybe. That’s awesome. What’s your biggest secret to traffic and getting people into your funnels?

Russell: You know the answer to this already. But our biggest focus is Dream 100, at all levels. SEO’s Dream 100, PPC’s Dream 100, Facebook ads Dream 100. Dream 100 is affiliates. So it’s like, I’m a hyper, big believer in we’re not going to create traffic so who’s already congregating to that traffic, and then we Dream 100 them from every level, every aspect. We’re doing SEO stuff right now and it’s like, it’s funny because everyone’s like, “How do we get back links?” and it’s like Dream 100. “What do you mean?” I’m like, “Find who’s got the best blog with the best traffic, the best page rank, we Dream 100 them and get an article, and then that gets the dream link we want back and that solves all problems.”

Dana: Awesome. What’s your biggest secret to converting traffic once they’re in your funnel?

Russell: I always say that the world we live in right now, there’s two steps. The front end direct response, it’s all conversion to get somebody to do whatever to get them into our world, and then when they’re in our world I transition from, I don’t transition away from direct response, but I layer in branding with direct response and now it’s like personality and direct response principals together. Because the front end doesn’t, personality doesn’t get somebody to opt in, typically a new person. It’s like hard core curiosity, the right hook to get somebody in, and after they’re in, to keep them there, it’s like I instantly transform into brand and personality and things like that.

The better connection I can build with people the faster, the easier the conversion is. So it’s like putting in all this time and effort into building trust, rapport and the conversions become easier and easier afterwards.

Natalie Hodson did a video I think two nights ago. I watched it last night, a Facebook live. It’s her like, “Don’t buy my courses.” And then told her whole story about why she started doing this and how she, it told her whole story of how she came into this business and how much money she has to put in ads to sell a book and how she’s able to have…told that story and I told her, I voxed her like, “This is so good. Everyone who opts in, make them watch this first because they will instantly love you, and then they will buy everything else you have from that point forward.”

But that would be horrible as a front end ad. Nobody would ever buy off it. But you convert them in, use that attention now to build a brand and a connection and then conversion becomes super easy. Now its just taking them on a story of your life and you’re offering them bits, the story of how you created that and how that story comes back to them.

Dana: Love it. So with that too, that’s part of the strategy of entertaining and putting out, just letting them into your life. And I think it’s important for people to know too because ultimately, looking at the stats, that stuff you could argue is a waste of time, but at the end of the day it’s not because you’re doing exactly what you’re suggesting, that’s the overall strategy on that, isn’t it?

Russell: 100% Because I could do an offer nowadays not to my own audience, if I try to drive traffic to it, it would never convert. But I do that same offer to my audience and we’ll do a million dollars in a webinar because it’s like, they love me, they trust me at this point, they have a connection with me, if I’m creating it, whereas with cold traffic it wouldn’t work.

It’s that, I don’t know, when I got started in this game it was 100% direct response, and there was like the branding guys who I always hated. And now it’s like, the mushing of those two worlds together. Direct response to get them in, and then the branding to build a connection and then the hand off is like, I think that’s the future of marketing. Those two schools of thought merging together into a super power.

Dana: That’s awesome. I totally get that as a direct response guy. Okay, before I ask the next one, I have to just throw a disclaimer. I was not involved in all of the question selection. So, just putting that out there.

Okay, so I wanted to clear the air and dispel the rumors. Is the CEO of Lowkey Pages actually running the company from prison?

Russell: I think so.

Dana: Okay, awesome.

Russell: I’m pretty sure.

Dana: Must be, with the branding it makes perfect sense.

Russell: Did you know that the real CEO of the real Lowkey Pages got, anyway, I probably shouldn’t say it publically on video. Never mind.

Dana: I didn’t do any back research on that one, that was a mistake. What’s your best advice for somebody deploying the Dream 100?

Russell: I think it’s understanding tiers of levels. When I first got in this game I remember the people that I was trying to connect with were Joe Vitale, Mark Joyner, all these guys who were legends and I tried so hard to get their attention. No matter how creative I was it just kind of fell on deaf ears. I remember being offended and kind of upset at first, but I was, I don’t know, I was just kind of a nobody at the time.

So after trying it out for a while and not having success I was like, this doesn’t work. Then I met a bunch of people that were kind of at my same level, or a little above me, but they were approachable. It was guys like Mike Filsaime, I don’t remember who it was back that, but a bunch of guys like that. We were all kind of the same level. So I started connecting with them with Dream 100, and because they weren’t up here, they were here, we became friends and we also crossed with each other, helping each other. It was cool. In a very short period of time, within a year, year and a half, all of our businesses came up to these other guys.

At that point I started contacting these guys again and they were like, “Oh I see you everywhere man.” And I’m like, “I’ve been sending you stuff for years and you never respond back.” And then they answer your call and it’s like, “Yes, send a package to Tony Robins, that’s amazing. He’s probably not going to do a deal with any of us.” It took me 10 years to get Tony to finally promote something, 10 years of my life, and he was like, “Russell’s book is awesome, you should read it.” But 10 years it took.

That’s awesome, but what’s better is look around at the market right now, and who’s kind of at your level and start connecting there. It may not be a billion dollar win over night, but a whole bunch of little wins add up and eventually you’re best friends with whoever you need to be up here, at that level. So I think that’s the biggest thing I would tell people.

Dana: Man, I hope the inner circle is listening. Because that is a great lesson for all of us. There you go. How many times were you on the verge of completely giving up?

Russell: Like how many days did that happen or like….

Dana: How many different times do you think?

Russell: There were a lot, one happened early. It lasted a couple of weeks. Oh, I’m going to figure out the piece. After our company collapsed and I had to lay off 80 people overnight, it was everyday for two years. I would have quit if I didn’t have tax obligations to the IRS that would have thrown me in jail if I would have quit. I had some really good motivators. For two years I hated this business, and I did not like it even a little bit. Until we finally paid the IRS off, it took that strain off, where it’s like, now creativity could happen again and then it became fun again.

But a lot of times, I sometimes nowadays even, it’s funny because some days it’s like, why are we doing this? I don’t know what causes that, but I think for me, whenever that does happen it’s like a selfish thing. When I’m thinking about myself more, but what’s cool is I’ll go to bed and sit there miserable and see my phone and I’ll see a bunch of voxers from people and every time I have a voxer and someone says something nice to me I star it.

So I have a whole list of starred ones, so I’ll go and listen to those. And all these people who are like, I got one of yours in there, I got other people. It’s just like, you hear them, their gratitude for what you’re doing. Thank you for what you do…it’s like alright, that’s why we do this. Then we’re back into the game. So it’s less often nowadays for me, for sure. During the down times it’s tough and it happened a lot.

Dana: That’s awesome. Okay, cool. And he’s definitely not lying folks, because when I was out there writing copy for you, I remember somebody did something stupid, I don’t know, somebody said something or whatever and you got like, “Geez, seriously?” You’re like, sarcastically I think you said, “I don’t want to be CEO anymore. I just want to create stuff.” And I’m sitting there in the corner, thinking, I glance over at Dave thinking, “I’ll be CEO.”

Russell: I want your problems, Russell. That’s awesome.

Dana: Yeah, so I’ll be on deck.

Russell: I think about this a lot. My goal was never, 15 years ago when I started I wasn’t like, “Someday I’m going to be CEO of this big, huge company. I’ll be on video.” No, I just wanted to create. For me this is art. Why do I keep creating funnels? People are like, “Your company is doing great.” It’s the art for me. I’m an artist, this is how I do my art. I just love it. A lot of times I would much rather hang up the CEO hat and go back to the art of doing the thing.

Dana: Yeah, it’s awesome. Looking back, what do you wish you would have done differently?

Russell: From Clickfunnels as a whole, or business as a whole?

Dana: Yeah, let’s look at business as a whole.

Russell: I think, man, the first 10 years of my life I was running around trying to be all things to all people, and like 3 ½ - 4 years ago was the first time I was like, kind of set my flag in the ground what I was going to do. As far as Clickfunnels as a whole, looking back on it now, I would have started a software company way faster. That’s 100% sure. Of all the business models I’ve done, it’s the one I like the most.

But I would have done it different too. I think if I was to start over from scratch, I would have just done Clickfunnels and that would have been it. We wouldn’t have had Backpack and Actionetics and all these other things. I would have made it simpler. I look at some people have software where it’s sticky but it’s simple. Like it does one thing. There’s power in that. You’re tech team can focus on making that one thing better and better and better as opposed to…

Like right now, our biggest problem we’ve had until just recently is our tech team can focus on this part over here, and it’s like, “Okay, everyone move over here and over here.” So now we’re at a point where, as we did that the last time through, we are taking focus here. We hired a whole bunch of people to learn it while they were in there focusing and then we left, and now they’re focusing on making it better.

The mistake is three years to get to that point. So I think I would have made simpler software that everyone could focus on one thing. That’s the thing too, with Clickfunnels I have so many messages I have to sell now, so many. I would have focused on just a simple message, simple tool, simple thing.

Dana: I love that. Do you know what a Juicy Lucy is? The burger?

Russell: No, sounds amazing.

Dana: It is. It might be a Minnesota thing. So Brandon and Kaelin flew out for a Viking game and then we went and hung out for a while and they took me to this bar in this weird neighborhood, it was really sketchy, to get a Juicy Lucy. So it’s basically a burger with cheese in the middle, and it was this place called Matt’s Bar in St. Paul, Minnesota, it’s world famous.

nyway, we get in there, and I’m with Brandon and Kaelin, we get in line for the burger, it’s just a nasty looking place, really bad, but great burger, world famous. And what we noticed was, they served us the burger with fries and ketchup and a napkin in a crappy little basket, and then we had water. And then I think it was Kaelin, was like, “Hey, do you have ice?” And they’re like, “Nope.” A bar without ice. And I was like, someone else asked for something but then I asked, “Do you guys have a fork?” “Nope.”

So they have Juicy Lucy’s and French fries, and they do that better than every other person and that’s why even despite all their shortcomings they’re the best. So it’s a good a lesson, I think, for everybody.

Alright, lightening the mood a bit. Did you know that James P. Friell is actually a really nice guy, deep down?

Russell: He’s actually a nice guy, deep down.

Dana: He is.

Russell: I see glimpses of that, I think it’s possible.

Dana: Is he there? Where is he? He has the day off.

Russell: Did he leave for the day?

Woman: I don’t know. His computer’s here, I don’t know where he is.

Russell: His computer’s here. We’ll make fun of him when he gets back.

Dana: Of course he’s probably skipped out early. Okay, what are you glad you did and wouldn’t change, business wise?

Russell: Biggest thing I’m glad I did, and this took me 12 years before I did it, was actually bringing in partners. I was first 12 years like, “No, I’m Russell. I’m the guy who started this business, blah, blah, blah.” So because of that, you could hire people, but that’s it. Clickfunnels came around, Todd and I sat down and brainstormed the whole thing with Clickfunnels and he’s like, “Hey, I’m only going to do this if we can be partners instead of like an employee.” And I was just like, ugh. And the prideful Russell was like, “No, I’m not…” but then I was like, witnessing my whole business crashing, I’d been humbled a lot. I was like, “You know what, let’s do it.” And it transformed everything.

So grateful for that, and I think if I was ever to start a company again, I think my first step before everything, would be assembling my Avengers team, or my Justice League team, whatever you want to call it, before it got started. I need the best in the world of these 5 spots. I gotta identify, here’s the 5 or 6 people, the things we need and I’d go and spend the first year just recruiting those people and getting them in place, then create the thing. Instead of starting as an entrepreneur and hiring employee one and employee two, it’s so much faster just to go the other way around.

Dana: Awesome. What’s the craziest thing you’ve ever sent in the mail?

Russell: Physical mail?

Dana: Mmmhmm

Russell: I don’t have mine, but I’m going to tell you my friends story because it’s the craziest ever.

Dana: I think I know it but..

Russell: Did I tell you this already? So my friend, he pooped in a box and then he mailed it, and apparently it’s a federal offense to send poop. He did it at college and the college mail room got it and smelled it, and he actually got expelled from Brigham Young University, but it never went through the mail. But apparently it’s a federal offense to mail poop.

Dana: Wow, so it got intercepted before it departed from BYU campus?

Russell: It could have been bad.

Dana: Wow. Okay, so I don’t recommend that.

Russell: I think the weirdest thing I’ve ever mailed, not mailed but it was like pizza, I’ve done this a lot of times, called up a pizza delivery place wherever a guys at and deliver like 10 pizzas at once. Stuff like that.

Dana: yeah, just to get people’s attention.

Russell: Yeah, it works good.

Dana: Love it. What’s something that having a team relieves you from?

Russell: It lets me, like right now with Clickfunnels people ask me, “How do you keep up with the software?” I’m like, I don’t. I use it and I complain and that’s all I do. And that team does everything. So I don’t have to worry about that. I only have to focus on the part I like, which is the marketing. And that’s all I have to, I get to stay within my unique ability and not the blend of all other things. And I think that’s the key of, in fact, James P. Friell if he were here, he’d quote some famous old guy who said something that was really cool.

But the division of labor, something, something. There’s the quote, he can find it for us. Basically letting me do my unique ability and having every other person do their unique ability as opposed to other things. Mandy, when she started coaching with us, it was really cool. She gets to focus on the coaching of it. At first I was like, “Okay and then do this and this and this.” And then she struggled. The administration of it wasn’t very good.

Melanie is amazing at administration, how about Melanie help Mandy, and now it runs awesome. And Melanie is the most amazing person at that in the world. So it’s like, everyone has a good and unique ability, whereas I used to try to bring someone in a role and give them 30 things to do, because I thought they should all be able to 30 things. When they did one thing with their unique ability and everything else just sucked.

I did a podcast on this a little while ago, but I think the reason is because as entrepreneurs, we start the business initially and we have to do all 30 things, and we suck at most of them, but because we have so much brute force, we have success. And then we hire people, expect them to do 30 things like we did, and that’s the wrong way to look at it. You bring someone to do the one thing and be the best at that. They take that piece away from you and do it a million times better and then you can keep doing that. That’s what gives me the ability to do that, just focus on my unique ability and just nothing else.

Dana: Love it. I reserved 30 second timeslot for you to give a shameless plug to something you’d like to sell, starting now.

Russell: Hey everybody, welcome to the pitch section of the Decade in the Day. I would really like to sell, I have nothing else to sell these guys. I kind of want to do….I got nothing man, I don’t even know. Oh I know what we can do!

Okay, you see this book, it’s pretty cool. This book I’m not going to sell, but we just wrote a book called Network Marketing Secrets for MLMer’s, and it’s exactly this thin and it’s got cartoons like this in it. It’s so awesome. So that’s going to go live in like a week and a half, so you guys should go buy that, even if you’re not in network marketing. Just to support me and to funnel hack me.

Dana: Awesome, love it. How do they get it? Is there even a URL yet?

Russell: There will be

Dana: go there. Okay, dude that was actually really good off the cusp like that. Well done. I should have given you a heads up. Okay, now I have reserved myself 30 seconds for a shameless plug. Mine’s more rehearsed. Go.

So all the time, people ask me, literally all the time, “Dana, how do you sell a book for $2,000 when everybody else sells them for $20 bucks? How do you charge $20 grand for something that other people charge $500 for? How do you make so much money as a goat farmer with only 4 goats in your herd?” and I’m just like, dude, it’s simple. It’s the Dream 100. If you haven’t had a chance, or if you don’t know what the Dream 100 is, go get Chet Holmes Ultimate Sales Machine book. If you do and you’re ready to just go hog wild in it and explode your business, then go get the Dream 100 book.

Russell: Where do you get the Dream 100 book, Dana?

Dana: Okay, cool.

Russell: What’s the price on it, is it still….?

Dana: It’s $2 grand, well, unless you find the secret link where you can get it free plus shipping. But yeah…

Russell: Is the secret link

Dana: forward slash free. Don’t share it. Oh boy. What’s the biggest domino you tip over every day?

Russell: Dang, these are good questions. Every day? For me now, it’s making sure that my team all has what they need to get done what they’re doing. I look into my role now, it’s less of me doing things and more of me coaching people who are doing things. Making sure that everyone has the ability to run in the morning, so they’re not waiting on the direction. You know what I mean?

And we have a lot of east coast people, so before I go to bed at night, I try to make sure east coast people have what they have, so when they wake up 2 hours before I do, they can start running. That’s the biggest thing.

Dana: Awesome, that’s great. I heard the internet speed in Boise is capped at 1.5 Megabits per second. Is that really true? If so, how can such a successful tech company be headquartered there?

Russell: Is that true, Melanie? Do you know?

Melanie: I have no idea.

Russell: I have no idea. We do get angry though, often at it. Is that really true?

Dana: I have no idea. I’m in a much more rural area, so I doubt it. I just published my 5th earth shattering book for entrepreneurs and sellers, should I keep writing more and put them on the shelf for a while to collect dust and do nothing at all with, the hundreds of hours invested in them, or start promoting and sell them? That’s a jab at myself because you called me out on the last mastermind.

Russell: No I think, what’s funny though, at the last mastermind is where I had my big epiphany too, of focusing on the value ladder, and then all our creativity should be focused on the front end of the value ladder, bringing people in. I spent almost every day since then, trying to get the rest of my value ladder in place. I’ve killed two businesses that both made over a million dollars a year, because they didn’t fit in the value ladder.

So I took that to heart and hopefully you have as well. But I think that’s it. You can keep creating stuff, but as long as there’s the back end to support it.

Dana: Love it. The only other time I went to Orlando Florida, my fiancé ended up coming home pregnant. Should we put out a PSA to warn couples traveling there for Funnel Hacking Live that there’s something in the air down there?

Woman: Did you hear Melanie’s laugh?

Russell: Melanie’s dying over there. Are we doing a wedding when we get down there this time too, so it could be, the first time you got pregnant, the second time you got married?

Dana: I got people lobbying for it right now. It’s going to become a hashtag, yeah. Okay, I’m just going to skip to the good ones. I read about a story about a farmer who was visiting your house, that tripped into your pool, in the pitch black, and fell flat out on your pool cover and nearly ripped it apart, and scared all of your children in the process. Is that true?

Russell: It is so true. I wish the camera would have been rolling for that, because it was amazing. We have a pool color that’s the same color as the cement around it, and it was dark outside. So Dana goes and walks right to the pool cover and it’s like woosh. And my kids are like, “No!” it was amazing.

Dana: Oh man. Okay, finishing up here. Will you sell me your domain name please, you’re not even using it.

Russell: Do I own that one?

Dana: Yeah, you’re not using it though. I could use it.

Russell: I might be up for that. Definite maybe, definite maybe.

Dana: Just think about it. Okay, well I’ve exhausted all the good ones. Unless there’s any good ones in the chat.

Russell: Did we check the chat? I have no idea.

Woman: Everyone’s going crazy.

Russell: Everyone’s just laughing at you.

Woman: “Loving this.” “This is amazing.” “This is gorgeous.”

ussell: No good questions.

Dana: That’s alright, unless you have anything for me?

Russell: Let me think. When are you launching the super funnel? Actually, did I tell you what we called it inside our office now, for us?

Dana: This is going to be good.

Russell: Which board is it on? There it is. This is called Project Mother Funnel. This is our Mother Funnel that sends people all the way through our value ladder in the shortest period of time possible, in the most exciting way possible. AKA, Project Mother Funnel. My question for you, with your new value ladder and multiple front ends, when is your Project Mother Funnel all going live? I’m holding you accountable. We gotta cover up that wall.

Dana: I know, I wish I could show you through that wall. It’s still there. I’m going to say ASAP, how’s that.

Russell: I love it. I’m getting this done by my birthday, March 8th. It’s my birthday present to myself. Can you get yours done by March 8th?

Dana: I’ll do it. And what’s the bet then? Who has to do what?

Woman: That’s how you motivate Dana. It’s not money.

Russell: That’s good. Let’s see, I has to do with wedding or goats or both.

Dana: Yep.

Dave: If you lose, Dana, you get married at Funnel Hacking Live.

Russell: He wants that though.

Dana: I actually do.

Russell: They want a beach wedding. So on the beach we could do it.

Dana: We could bring the beach to us.

Russell: I have sand, there’s sand in Boise. We could bring it in the room. It’d be a pain but it’d be worth it.

Dana: How about you have to bring a goat to your office for a day, if you don’t hit yours. And I have to sleep with my goats for a night.

Dave: You’d enjoy that though…

Russell: Yeah, there’s different levels of that.

Dana: There we go…I have to….Don’t knock it until you try it guys, geez.

Russell: How about this, if you get the whole thing live by my birthday I may be willing to sell you, if not I’m launching a competitor product, I’m going to take you out.

Dana: Geez. This is going to be a nasty smear campaign. Okay, deal. I take the deal.

Russell: That’s awesome.

Dana: What happens if you don’t get it by March 8t?

Woman: Oh, he will.

Russell: Goat for a day, I’m in on that.

Dana: Okay, that’d be actually a good episode. Alright, thank you guys. I appreciate you.

Russell: Thank you Dana, you’re awesome, man. Have a good weekend.


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