While I’m driving to the Inner Circle, where I get to share all of the details from my Secrets of Success launch and the strategies that are changing the game, I wanted to talk about the insights from our first ‘consumption challenge’ covering “How To Get Anything You Want” by Elsie Lincoln Benedict.

She shared the reasons we often plant seeds and see either huge success or failure, and it all has to do with the ground in the ‘garden of your mind’ and how you prepare your moods to stop their reaction and accept the new seeds you’re planting.

Let me know if you like this episode by taking a screenshot and tagging me, especially if you want a dedicated Secrets of Success podcast!

And I think the best thing we can be doing is creating and growing and changing people's lives and trying to bring positivity and hope in a world that has little right now. I'm going to try to do that. I encourage you to as well.

Good morning, everybody. This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. You guys are in for a treat. This is one of those lucky rare moments where I am driving down to the Inner Circle meeting, and so we got some time to hang out and go deep on some things I'm thinking about and hopefully have some fun. If you guys are up for that, let me know.

I wish there was a way I could get feedback in real time on podcasts. That's one of my favorite things about Facebook Lives or Instagram Lives, is you're getting feedback in real time from everybody, which is a little bit harder through a podcast.

But I'm just imagining you guys are pumped, and you're fired up, and you're going crazy, and you're so excited like I am. Hopefully, you are. If not, time to get in that state. Time to get in that mode. Time to get in that mood. In fact, today, we are going to be talking about moods, which who knows? Maybe it helps you with this.

Those of you who have been following along, we just recently finished Secrets of Success launch, man, which was so fun, something I've been dreaming about for almost three years now and talking about and sharing and all the ideas and everything. And now three years later, it's come to fruition, and it's been launched, and we've got a lot of new members.

Whenever you launch something, people are like, "What's your goal? What's your number?" I'm like, "I don't even know. If I got 10,000 members, that'd be insane. That'd be 100 bucks a month. That's a million dollars a month."

We did not hit that goal, but we got close to half that goal, which is awesome, especially for the first two-week launch. Then we're going to start buying ads and growing and scaling and all the other things. But as of right now, just really, really excited.

Anyway, but part of the launch is inside of the members there, we're doing the book club. In fact, anyway, I wish I could just spend two hours with you guys. Inner Circle this morning, we're heading down. I'm heading down right now, and I'm going to do a two-hour session this morning going through everything involved in the Secrets of Success launch, what we did, why we did it, all kind of stuff.

We have some really cool things that, again, I would need two hours to go into it. I'm not going to be able to share all those things, but one of the big pieces of the launch was I'm trying to get people... There's this concept called consumption theory. How do you get your people to learn how to consume something?

And I remember back, man, this is back almost 20 years ago, I was flying on an airplane, and Alex Mandojan had made a tele-seminar or something teaching this concept he called consumption theory. I remember I had transcribed. I printed it out. I had it on the plane with me, and I was reading it, flying somewhere. I don't even know, but I do remember reading it.

He talked about how the goal is, how do you get people to actually consume what it is you're selling? And it was interesting, because he talked about, I think it was Pert Plus or some shampoo company. The shampoo company, people were using it, and they were washing their hair once a week, and they're like, "Oh, this is good, but how do we get them to consume more?"

And so they added on the bottle, "Use daily." And then all of a sudden, consumption went from once a week to once a day. And then they're like, "How do we increase consumption again?" They added rinse, repeat, or something like that. Then people started using it three or four times while they were in the shower and increased consumption and grew their company.

And so it was interesting, though, but it's like, how do you get people to consume? And one of the biggest things you do to get people to consume is actually use the product. Right? And so the same thing that we do, it's like click funnels. Right? Someone comes in. We have different challenges and things to get people to actually consume the product, to start using it. They start using it, then they're going to stick with it. Right?

And it's interesting because in fact, you'll see, we're about three weeks away from launching the brand new one funnel way challenge, and the entire goal of that challenge is what I call Operation Consumption. How do we get people to consume the product? Because they consume. They never leave. And so that's the goal.

But anyway, I digress. In the middle of the launch, I wanted to get people to actually consume the product. If they don't consume the product, they're not likely to use the product. And so we did a little mini challenge in the middle of a launch, which was all about the book club.

Each month, we're picking a new book. Of all the books that I was most excited about reading, of the 15,000 books I've bought in the last two years, the one I was most excited to read personally, to go deep in, was a book called How to Get Anything by Elsie Lincoln Benedict, who is my favorite author. She's amazing.

Anyway, and there's this book set, and there's a whole story behind it. We found it, and there were missing booklets, and anyway, this whole thing. There's a whole story behind it. Launched the story. And then from there, we launched a challenge, and it was a three-day challenge where someone can register and come in to go deep on the book with me.

And so we promoted that to everybody, and we ended up getting, had almost 35, 40,000 people, somewhere in there, to register for this little mini challenge. And they registered for this challenge. Thank you, Paige. We had a MIFGE offer, Linchpin 101, that worked. We got a lot more people to join through that. That was a useful exercise as well.

But then number two is it gave me the ability to help them to consume, to see the value of what we were actually selling. And so what we did is day number one, I had Joe Vitale, who's a huge Elsie Lincoln Benedict fan, huge book fan, who loves this book. And so me and him got on, and we talked about the book and why it's so cool and Elsie. And so we geeked out on two of the books from the book set, which is two books with basically two chapters.

And then the next day, Eileen Wilder got on with me, and we also had Heather Benedict, who's Elsie Lincoln Benedict's great-granddaughter. They jumped on, and we talked about more stuff. We covered book three and four, which is exciting. And the next day, Annie Grace came on. We talked about book number one and two.

And each day was just basically, it was never a hard push. It was just like, "Here's what the book's about and why it's cool," and getting people excited like, "We're doing this book club. Go sign up." And pushing them back to the members area, pushing them back to the members area, just keep pushing people in.

And so what happened from that is people who were in the members area who are already members are like, "Oh, this is what we do inside of Secrets of Success. It's a book club, and we can hang out. We get to talk about books." They're like, "Oh, this is actually really, really cool."
They consumed it and hopefully enjoyed the process and got them into the Book Club, which actually starts today, as of the time that I'm recording this. It's a seven-week Book Club, and we're going to be going through the 14 books inside this book set, two books each week, and it's going to be awesome. That's kind of what's happening right now, is today they're all starting chapter one and chapter two. Anyway, that's exciting.

But it got people to actually consume the product, and then at the end, obviously, to push to get people into the Book Club. We sold some more memberships, but mostly, it was to help them to experience the consumption of how cool can this be as a group of us talk about a book?

And one of the things we're going to be doing is doing something like this once a month to continue to train consumption. It won't be just a one-time thing, but a continual consumption training mechanism. That's kind of how we're going to be structuring that. It's going to be really fun for me and for everybody.

Anyway, I digress. The thing I wanted to actually talk about on this call is none of this, or on this podcast. But hopefully, you got some value from that for yourselves. What I wanted to actually talk about was more specifically the first book in Elsie's book series.

Maybe this is me secret-ninja-ing to push you guys to go join the Book Club at secretsofsuccess.com/roundpegs. I don't know. Maybe it's me. Maybe not. But if you're not part of it, you should be. What are you thinking? It's insane. It's so cool over there. Anyway, that's kind of what we're doing over there.

But I want to talk about book number one, because it's had a profound impact on me. I've been thinking about it so much over the last couple days. I wanted to talk to you about it, because I keep thinking about it, and I want to talk to somebody about it.

It's interesting, because most of the books I'm buying and studying, the time period's from 1850s, 1950s, kind of in that window. And you could even shrink it closer to 1900s to 1930s. That's kind of more so the window. But this was a moment in time that was known as the New Thought Movement.

And I always talk about how there's different movements that we hear about, especially from success and philosophy and things like that. There's the Stoic era, Stoic Movement. There's the Enlightenment. There's the Renaissance, there’s all these different things. Right?

And it's fun, because Ryan Holiday has been obsessed with the Stoic Movement. He talks about that all the time. He talks about Marcus Aurelius and Seneca and all these amazing writers and emperors and people during that time who were the philosophers who left some amazing principles behind for all of us. I've been watching what Ryan's doing. It's so cool, and what he's been doing is what I want to do from this time period of the 1900s, 1930s, the New Thought Movement.

It's interesting, because most of the writers in the New Thought Movement are all talking about thinking and changing your life. Think and Grow Rich. Think, and it's all thought things, which is cool, and I love that. I love thought. I love subconscious mind. I love all that stuff. I could geek out on that for years. It's my favorite stuff to talk about.

But what Elsie leads the book in, I remember actually when I first read it, I was like, "Ah, she's off. She doesn't know what she's talking about. She's crazy." But she said in chapter number one of How to Get Anything You Want... It's this whole book about how to get anything you want, which again, it's one of my favorite books in history of all time.

But anyway, in chapter number one, she talks about how it's not your thoughts that affect everything. She's like, "It's your mood. It's your mood about something, your feelings about something, and it's your feelings and not your thoughts that affect what you do and what you don't do."

And again, first I kind of fought that, but then as I've been talking about that more and more for the last couple of months since I read that, and then the Book Club this week, it's fun. Actually, day number three with Annie Grace, we talked about this a lot.

And it was interesting, because we talked about how, think about anything in your life. You already have a mood associated with it, a mood or a feeling, let's say. Mood may not connect with you. I know that was a harder word for me to connect with. Feelings was easier to connect with, but mood's the same thing. Your mood, your feelings.

When you hear something, like you hear, "I want to make a million dollars," there's instantly a mood or a feeling associated with that inside of your subconscious mind, inside your body, that you can feel. And it's based on the thought seeds that have been planted throughout your life.

And so you see this a lot of times where someone who grew up in a successful home where their parents were successful, their family, everyone's successful, for them, making money's easy. When they hear something like, "I want to make a million dollars," they're like, "Cool. I can go do that." Just because decades of these thought seeds. Money's easy. Making money's good. It's good to have. Those things have been planted for so long that it's just like the mood or the feeling about money is just like, "Oh, cool." And it's easier for them to do it.

Whereas other people who their whole life, maybe they grew up in poverty or they had parents who struggled or whatever, and they've heard that it's hard. You live paycheck by paycheck. The only people who have money are people who are cheating and stealing, or whatever.

They hear these things, and they hear these thoughts that are planted. Elsie calls them thought seeds, and these thought seeds are planted in your subconscious mind over time.
Now 20 years later, you come to Funnel Hacking Live. You see all these people winning Two Comma Club Awards, and consciously you're like, "I want to win a Two Comma Club Award."

But then subconsciously, the mood that you have attached to making a million dollars has been planted over and over and over again. It's just like, "Oh, you are not going to be someone who can make a million dollars. It's going to be hard. It's going to be painful. It's not going to be good. You're going to have to cheat people. You're going to have to steal." Whatever. All the things that your subconscious mind, your body has now believed, because of years of suggestion and conditioning.

And so that's the interesting thing. And this is true in any area of life. I started thinking about with everything in my life. I started thinking about with each of my kids, what is the thought feelings? What is the feelings, the moods that come up when I think about each of these kids? Which is a really fascinating thing to do.

And I thought about my wife. I thought about my friends. I thought about situations, like going to the office or going to my library or going home after work or going to the wrestling room and going to the gym. What are the moods associated with me going to the gym right now?

And these things can change throughout life, but it's like, what's the mood you instantly have? I've been actually sitting down writing these things out, and it's fascinating when I become conscious and aware of them, like, "Oh, my gosh. Every time I think about this person or this situation, I feel this way. I feel sick to my stomach. I feel anxious. I feel excited. I feel enthusiastic."

There's a feeling associated, and the feeling is going to determine what you do or you don't do, more so than your thoughts. Your thought's like, "I want to make a million dollars." Consciously, I'm going to make a million dollars. You're consciously going to do this thing, but subconsciously, you've got 20 years of suggestion and conditioning telling you that making a million dollars will make you a bad person. How do you overcome that?

And anyway, that was the fascinating thing. Then my question's been that. It's like, well, how do you overcome that? If I've got this mood or this thing, how do I change that? And there's a couple... Really, there's so many things. We can go talk about this for days. But there are a couple really cool things that were interesting to me.

Number one was, talked about how these thought seeds, these are seeds that are placed in the garden of your mind. Your subconscious is like a garden, and it doesn't grow by itself. You place these thought seeds, and thought seeds develop the moods and develop the feelings associated with something.

And it was interesting, because this goes back now to Earl Nightingale, who was 1950s, a little later, but still one of my favorites. In fact, last Inner Circle meeting, on the same drive, I was telling you guys this story about the Strangest Secret and Earl Nightingale and how that whole recording and thing became... Anyway, go back and listen to that episode. It was really cool. Strangest Secret by Earl Nightingale. That's the name of the record he recorded. I did a whole podcast episode last time I was driving, talking about the story behind that.

But anyway, in the audio of the Strangest Secret, if you watch, he talks about how our subconscious mind is like a garden, and we're planting these seeds. And it's like it doesn't matter what seeds you plant. You could plant seeds like nightshade. You could plant nightshade, which is a deadly plant. It'll grow. It'll grow well, because it doesn't care what you plant. It just grows.

It amplifies and grows the thing you plant. You can plant deadly seeds, and it'll grow deadly things. But if you plant positive things, then it'll grow positive things. It doesn't care what you plant. It's just going to grow whatever you plant.

And so as I was thinking about this with Elsie and our moods, and right now, we're thinking about or we're planting these, throughout time, all these thought seeds have been planted, which is what has cultivated the feelings and moods we already have.

The first thing is to understand we are the gardener. We are able to cultivate and to prune our gardens and to dig out the weeds, all that kind of stuff. First thing is after you become aware of it, you're like, "Okay. I have this garden. How do I change this?"

And part of it was just, like let's say, she talks about how our patterns are like these subconscious ruts where you're going through the garden over and over and over again with the same tractor. It builds these deep ruts. If you keep going over those same things, the ruts keep getting deeper and deeper and deeper.

The way for you to stop going over it is to just stop cultivating it. Stop planting those seeds. If you stop planting the seeds that are, or not planting seeds, but maybe the analogy breaks down a little bit, but basically it's like if you want to change the feelings that are turning into these patterns, these ruts in your subconscious mind, you've got to stop putting things into it. You've got to stop fueling it. You've got to stop planting the... or whatever it is. And if you stop, it'll grow over. That was one thing, is just stopping.

It's like being aware of, and I was thinking about this with one of my kids, by the way, who I love immensely, but it's been causing a lot of stress and anxiety in my life for the last, well, few years. But I was thinking about the mood that I feel, and I was like, "Oh, my gosh. When I think about this amazing child of mine, my mood is stress and anxiety and worry and all these kind of things." And so every time I think the name, boom, it comes up again, and it's like me going back over the ruts to dig this pattern deeper and deeper and deeper.

Number one thing I have to do if I want to stop this and actually be able to serve him in a way that I can, because I can't serve him from the incorrect moods, I have to become aware of it and stop doing what I'm doing. When I think about them, I have to stop going into this pattern.

And if I stop going into this pattern of stress, worry, anxiety, all that kind of stuff, then it'll grow over. I don't know how she said it. She said it really cool. But basically, my mind, the visual I have is it'll grow back over it, and these ruts will disappear.

That's the first thing. Stop fueling it. Stop giving it time, energy, attention, energy, stuff like that. Stop doing that. That's number one. Every time I think about this person now, I've been consciously thinking… I've got to stop thinking about it like, "Uh."

And instead, now here's where thought comes in. She keeps calling them thought seeds. You start planting these thought seeds into your mind. You plant these thought seeds into your mind of, oh, my gosh, I love this person. I'm so grateful. I'm thinking about all the cool things and the best things, and start planting these thought seeds.

And by planting the thought seeds, it starts growing a different mood, because if I think about, anyway, a kid or a situation or whatever, and money, relationships, whatever your thing is that you're trying to pursue, and the thoughts are wrong, it gets really hard to pursue it.

To pursue money in a state where you're scared of money because you're afraid it's going to destroy you, you cannot pursue that successfully. It's impossible. First thing to do is stop giving it energy. You have to catch yourself in the pattern. Stop giving it energy.

Then in that time, that's when you plant the thought seeds of the positive energy, because now you come in, and you have the positive thing of like, you can change it to, oh, money actually is really cool. This is a tool. I do deserve it. I am worthy of it. This isn't something for people who are evil. This is for people who are good.

You start planting those thought seeds. Over time, that's the plant that'll start growing. Now as you're pursuing making money, your subconscious mind is not going to be self-imploding you and keeping you from being successful and all the things that happen traditionally, because you've cultivated the garden correctly. Does that make sense?

And so when I read that from her, I was just like, it was so new. Initially, I was like, "No. My thoughts are all that matters." But it's not. It's the seeds have been planted for so long. It's like they create the moods, and the moods are actually what dictates what you're doing and where you're going.

It's learning how to stop the mood, plant new thought seeds, let the old stuff grow back over, and consciously choose those things. Anyway, I don't know about you, but for me, it gave me so much power understanding that.

And so for me, I'm sitting down, writing out, "These are the things. These are all the situations. These are the moods and feelings I have associated with them." And I've got to figure out how to stop those things and plant the actual thought seeds that I want, and over time, cultivate that, and it'll change the mood that I have, the predominant mood or feeling I have about a topic or a person or a thing or a situation.

And then when I enter that situation through that lens, through that feeling, now I can actually be successful, because your subconscious mind will find ways to self-sabotage for you if it believes that you are going into danger. I see this all the time, people who are like, "I'm going to be successful. I'm a Two Comma Club winner." And their subconscious mind is looking for every way possible to destroy them, to pull them down, to make sure that they don't pursue this thing.

They go to Funnel Hacking Live, and they consciously decide, "I'm going to do this thing. I'm going to move forward in the coaching program." And then within days, sometimes weeks of joining, their sub has helped them understand, "You are not going to be successful. This is not going to be good for you." And it's helping them to figure out how to fail and back out, like, "Oh, I don't have time for this. I don't have this."

All the excuses come up, because your subconscious mind has been told for 20 years through suggestion and through all these things that you're not capable of doing this, or that if you do this, it's going to be bad, or there's fear. There's pain associated. And it's going to try to get you to not do it. And those are the people who don't have success.

The people who do have success are those who are able to rewrite and change the moods and the feelings. How do you rewrite them? Number one is in that window between when the thought comes and the reaction comes, it's like, you've got to plant the thought seeds.

And there's a phrase that was used a lot in the early 1900s that people don't use nowadays, but they call it autosuggestion. And so suggestion is like, again, you get suggested stuff all the time. People around you, from music, from movies, they're all, media, they're all suggesting things. Social media is suggesting things to your mind, and your subconscious mind is taking these suggestions and planting these little thought seeds. That's what interesting. That's number one.

Then you step back from that. What autosuggestion is is you consciously saying, "I'm going to plant these thought seeds. I'm going to plant these things." And so now it's like we're coming back saying, "Okay. What are the thought seeds I need to plant here to cultivate what I actually want?" And that is where the power is, autosuggestion.

And so what Elsie talks about in book number three, I believe, four, maybe it's four, was she was deep into autosuggestion, which is interesting, because Napoleon Hill talks a lot about autosuggestion. At the time, that was the thing that people talked about. And today, you don't hear people talk about that. But autosuggestion is this idea or this concept of figuring out the things that you want to be thinking and saying and planting those things in.

Tony Robbins calls these incantations. Other people call them affirmations, positive affirmations, whatever you want to do. And some of those things are cheesy. They come off as motivation, like, "You can do it." But it's not that. Autosuggestion is like what are the things, the thought seeds I need to plant in my mind to cultivate the moods and the feelings I need so when I go in situations, I'm able to perform?

Anyway, this stuff's so much fun, you guys. I'm loving it. It's interesting, because I've been doing this now, I've been 20 years now teaching business and entrepreneurship, and I love it. But I'm also to the point where I don't know what else to say. I feel like even The Linchpin is like this is kind of my last big new framework innovation.

And now it's like I feel like the way I'm going to be able to serve entrepreneurs more so is less of more frameworks and more ideas and more concepts. I've give you guys Dot Com Secrets, Expert Secrets, and Traffic Secrets. I've given you FHL. I've given you every course. I've given you the Perfect Webinar. I've given you all the things I've got, The Linchpin now, all the stuff I got.

And it's like I don't feel like I'm going to develop more frameworks inside of marketing. I feel like what you guys have, what we have, we can all change the world in those things. I think the way I'm going to serve entrepreneurs in the next level is really helping more so with this stuff, and so that's what I'm excited for.

Anyway, I'm thinking about starting a new podcast. I'm going to continue to do Marketing Secrets, because it's fun, but I'm going to have this weird crossover where, like today, for example, I did talk about marketing the first 10 minutes or five or six minutes, but then went more into success and personal development and stuff like that.

I don't know. I kind of want to separate these two different places so if you are hardcore "I just want the marketing stuff," you can get it here, but if you do want more of the success stuff, you could get it somewhere separate. I'm contemplating launching a Secrets of Success Podcast where I just go deep in these kind of things.

I'm curious. How many of you guys would be interested in that? If you would be, let me know. Take a screenshot of this and tag me and social whatever and say, "Russell, yes, please. Please do the Secrets of Success Podcast. We want some more of this." Or if you're like, "No, this is boring. I just want marketing stuff. Tell me how to sell more crap." And I get that, too. Let me know.

But these are the things I'm most passionate about and most excited for right now and excited to share. Thinking about launching a podcast, and I would do basically one a week of marketing stuff, one a week of Secrets to Success, and then that way, you just pick one or both.

And honestly, I think the goal of Secrets to Success is to deal with the psychological battle inside of our minds. Tony Robbins says that everything is 80% psychology, 20% the tactics. I think Marketing Secrets is the 20% tactics on how to do the thing, whereas Secrets of Success is the psychology, the 20% inside your brain to help unlock what you need to do so you can be successful.

Anyway, that's my thoughts. I'm not committed to it yet, but I'm thinking about it. It'd be a lot of fun. All right. That's it. I'm almost to Inner Circle. I'm going to go end this podcast right now. I'm going to go hang out with those guys for the next two days of Inner Circle, and then I got three days with the Atlas Category King Group.

I'm going to go do that, and hopefully you guys are enjoying life and enjoying business and personal development and all the things. I know we're in a crazy sad time, and I feel like there's a lot of stress and anxiety and a lot of... I don't know. It's definitely a hard season right now, I think, for most of us.

And I think the best thing we can be doing is creating and growing and changing people's lives and trying to bring positivity and hope in a world that has little right now. I'm going to try to do that. I encourage you to as well. That said, I appreciate you all. Thanks for being part of this movement, part of what we do, and I'll talk to y'all soon. Bye, everybody.