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(MS) Behind The Scenes of the Secrets of Success Launch

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Episode Recap:

I’m often asked how I would launch a brand new business if I started all over again. Lucky for you, I’m actually doing that right now! Hear the launch plan, from leveraging both my own Dream 100 and Affiliates’ Dream 100, the ultimate offer we’ve created and the funnel step-by-step. Join the launch at https://www.secretsofsuccess.com/jv

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Best Quote:

If you look at success, it's usually ... With Tony Robinson, it's 80/20, right? 20% of it is tactics and 80% of it is psychology, the things happening between your ears.
And so, Secrets of Success is going to address the 80% psychology to help people be more successful, and you're teaching the 20%, very tactical, for your specific business industry, whatever it is you're doing. And so, using this as a backend offer or a complementary, like, "Hey, buy my book and then go over here and get Secrets of Success to help you fix your mindset, to help you implement it." It'll be insanely huge, for any offer.​

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Transcript:

What's up everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. I'm pumped to be here with you guys today.

And today, I want to give you guys a little behind-the-scenes of the Secrets of Success launch. Some of you guys know, at Funnel Hacking Live this year, I did a presentation talking about my goal, this new information company I was launching, how I was going to try to take it from $0 to $100 million in two years. Not an income claim, just that's my stated goal where we're trying to get to.

And so, that was what we were doing. We're launching it here in the next week or so. And a lot of people have been asking me how it works, "Behind the scenes, how are you guys launching it?" Inside the Two Comma Club X coaching program, I'm going deep. They're seeing everything, from, "Here's how we launch an email newsletter," "Here's how we did this," "Here's how we did this," and going through all the pieces.

But I just want to talk about the actual launch side of things. A lot of you guys know, I talk about the Dream 100. So, step number one was we built a Dream 100 board. We built a Trello board. At the top of the Trello board, I had different categories, like the columns, where it said, Authors, Facebook Profiles, Facebook Groups, Instagram Followers and just made all these different channels. And underneath there, we started finding who all the people were underneath each channel. So, that was phase number one.

And then phase number two was to go and recruit these affiliates. And so, I sent out messages. Justin Benton on my team, he's gone out and called people, messaged people. He's very extroverted and loves that, so he's got networking people and everything, and sending people to a page. And you guys can actually go see the page if you want to. It's at secretsofsuccess.com/jv. So, secretsofsuccess.com/jv.

You can see the page, and then when you go to that page, it has all the information about the launch, when it's happening and that kind of stuff. But the cool thing we did this year is we did a two-tier affiliate program. Now, unfortunately, ClickFunnels 2.0, we have the new affiliate platform coming very, very soon, but it was not done in time for this launch. And so, we decided to use a third party affiliate platform called LeadDyno, which is great. If you're using ClickFunnels, it integrates really easily, so that's a great way, if you want to run it in your own affiliate programs, it can work now. Again, in the future, when the affiliate center for 2.0 comes out, we'll have that built-in, but for right now it's there.

And so, it's a two-tier affiliate program. So, what that means is you as an affiliate can sign up, and if you promote, you get 40% recurring commission. So, you give away the MIFGE, and when someone sticks on continuity, you get paid 40%. But it's two-tier, which means if you tell a friend and you send a friend to that JV page through your link and they sign up and they promote, they get 40% of their sales and then you get 10% of their sales. And so, we literally have JV brokers right now going crazy, messaging people and building teams and getting people signed up, which is really cool. I think there's people that will make, who knows how much, insane amounts of money. Not even from their own promotional efforts, but the efforts that people they recruited into it.

I think we launched it right before we left for FHL. And I came back and there's like 3,000 people already in the system, and we only reached out to 100. So, those 100 reached out to their partners, reached out to their partners and their partners and it's been growing organically. I mean, we're going to have probably 5,000 or 6,000 people on a sub-list for the prelaunch as soon as we do the actual launch, which is exciting.

So, anyway, I just wanted to explain that, because that's part of the strategy. Number one is we create a JV page. Number two, you can have an affiliate program, which is great, but having a two-tiered affiliate program gets your Dream 100 recruiting their Dream 100, which is awesome. In fact, if any of you guys would like to go there and recruit your Dream 100, I'd be eternally grateful, because it'd be awesome. So, there's that. I'll plug that out there for a second.

And then the offer. So then, the next thing is, how do you create an irresistible offer/funnel for affiliates to promote? And so, we created a MIFGE, a most incredible free gift ever. You'll be able to see ... It's not live yet, but I created this really cool MIFGE box. Inside the box, there's three books. Number one is the book Think and Grow Rich, which obviously is a famous book, it's Napoleon Hill's most famous book, but this one's different because I designed the cover and I got to write the forward for it. So, it's like my version of Think and Grow Rich, which is really cool.

And then there's two unpublished Napoleon Hill books inside of it. One's called It Will Place You Wherever You Wish To Be Among Men: Lessons in Applied Psychology, which is a book that Napoleon Hill sold back in the day for $50, or you can get it for free when you subscribe to his magazine. So, it was a MIFGE way back in the day, which is kind of crazy. I only know of one copy on the planet and I have it. And he sold it for $50 in 1919, which is the equivalent of $3,200 today. So, that's the value of the book, and it's the only known one. I think I'm the only person on the planet that's ever actually read it. And so, that's going to be in the MIFGE. They get that.

And number three is a book called The Secrets of Master Salesmanship. It was a book in Napoleon Hill was writing and never published, but I got the paper manuscripts from it so we published those as well, and it's insane. So for free, you can give your list Think and Grow Rich and these two unpublished Napoleon Hill books, and they get that for free when they join Secrets of Success, the membership site.

And then from there, the upsell then is going to be get people upgrade from monthly to yearly, so that if they go from $97 a month to $997 a year, it'll give them a year. So basically, they sign up for a year, they get two months for free. Plus, we're giving them another unpublished Napoleon Hill book, which is the greatest book ever. It's called Hand of Destiny, and again, it's another unpublished Napoleon Hill book, and they get that for free when they sign up for yearly.

We also have an order form bump, which is going to be this really cool master key systems, the actual video of Napoleon Hill teaching in a workbook. Anyway, it's really cool, too. So, it's insane. It's like the coolest offer ever. So, if you're looking for an irresistible offer to promote, this is it. But that's kind of, behind-the-scenes, how it works.

So, we create an irresistible offer, the MIFGE. We have a MIFGE funnel that hopefully will have really, really high average cart value, so it'll pay affiliates a lot. From there, then, we promote the affiliate page to our Dream 100. We ask our Dream 100 to also promote by having a two-tier affiliate program. And we're building a bunch of pressure and excitement. We have a Facebook group where we're communicating to these affiliates.

And then in a week or two from now, we will launch it to our list. Affiliates can promote it, and hopefully we sell, I don't know, 10,000 copies the first two weeks. That's the goal, right? 10,000 people come in, we build a huge community, and then we're off the races. And from there, we start spending money to acquire more customers and grow it into a real business from there. Anyway, there's a glimpse behind-the-scenes of what we're doing, for any of you guys who are trying to launch a MIFGE or launch a business, that should give you some ideas.

But on top of that, for any of you guys who would like to promote it, the nice thing about it is this book, membership, everything is all about success. And so, it doesn't matter what industry you're in. If you're in the dental market, if you're in the Amazon training, if you're in e-com, whatever it is, if your people need to be more successful, giving them access to this will make them more successful because it's going to give them ... How do I explain it? The thing that you're teaching ... If you look at success, it's usually ... With Tony Robinson, it's 80/20, right? 20% of it is tactics and 80% of it is psychology, the things happening between your ears.

And so, Secrets of Success is going to address the 80% psychology to help people be more successful, and you're teaching the 20%, very tactical, for your specific business industry, whatever it is you're doing. And so, using this as a backend offer or a complementary, like, "Hey, buy my book and then go over here and get Secrets of Success to help you fix your mindset, to help you implement it." It'll be insanely huge, for any offer.

So, just putting that out there as a really cool gift you can give your followers that'll actually make them be more likely to follow through on the thing that you're selling them anyway, because we'll be helping them with the mindset side of things. So, anyway, hope that helps.
I appreciate you guys listening. I've got some content to record for the Secrets of Success membership site, so that's what I'm going to go spend some time on the rest of today. Thank you guys so much for being here today, and I will talk to y'all soon. Bye, everybody.

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