This may seem kind of backwards, but if you’re struggling, you may have one of these problems. On today’s episode Russell talks about what the number one reason is why people aren’t buying your products, and how you can change it. Here are some of the awesome things to listen for in this episode:

-- How Russell knows from experience why not paying for other people’s products makes it hard for you to be successful with your own products.

-- Hear some examples of Russell and others who have struggled because they weren’t willing to spend the money that they expected other people to spend on them.

-- And why until you start paying for the things you were getting for free, the universe or karma won’t allow you to have the success you’re hoping for.

So listen here if you want to find out why you need to be willing to spend money to make money.

If you’re not willing to pay for other people’s value, nobody’s going to be willing to pay for yours. It’s a really weird law that is true in this universe. I remember when we first started our company, we couldn’t afford all these things like, I don’t know, Microsoft Word, I don’t know, all the different things. We had a couple employees, and I couldn’t afford all these things. So I was like, “Let’s just get a download key and we’ll just unlock them.” And we did that for a while and we struggled and we struggled and I remember having that realization in my own mind. I’m like, I’m literally pirating this software and I’m trying to sell software. I’m a bad person. I’m doing this wrong.

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-- DotComSecrets: Get a free copy of the "Underground Playbook For Growing Your Company Online With Sales Funnels."

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-- ​Traffic Secrets: Get a free copy of the "Underground Playbook For Filling Your Websites And Funnels With Your Dream Customers.

What’s up everybody? This is Russell Brunson and welcome to the Marketing Secrets podcast. Alright everybody, I know it’s been a while. I actually started recording a podcast a couple of days ago and then it crashed in the middle of it, and then it’s just been a super busy week and I haven’t had a chance to get back to it.

So I apologize, but I am just right now, as we speak, driving home from the Two Comma Club X event and I had an amazing time. Alex Charfen taught for the last two days all about building a team and figuring out with your team what are your hall of fame goals, or your super bowl goals and based on that what are your yearly plans, quarterly, monthly, weekly, daily. So much cool stuff, all the things that are so essential to business, you know outside of creating amazing offers and products and marketing and all the stuff I like talking about, it’s the next step if you want to scale. Those are the next pieces.

So those who are involved in the Two Comma Club Coaching program, that’s what we do, we bring all the coaches, bring all the pieces so you can get everything in one spot. Some of you may be wondering, how do I get inside the Two Comma Club X coaching, Russell? That sounds amazing. And the answer is you can’t. We only sell it at Funnel Hacking Live. But the good news for you is that the sales page for Funnel Hacking Live literally went live today. So if you want to come and experience the best of what Clickfunnels has, come to Funnel Hacking Live. I’m not going to spoil it by telling you who’s speaking or the special guests, or the private concert or any of the amazing things that are happening, but if you want to see it all, go to FunnelHackingLive.com.

And I’m just so excited. This event is going to be, every year we try to take it up two or three notches and I think we did it again this year, and I cannot wait for you guys to be there. So that’s where I’ll kind of leave that, and go from there.

Anyway, there’s so many things I want to talk to you about and I have kind of a long drive home, so I may cover a couple of different topics here, and I hope you guys don’t mind. But I thought it would be kind of fun. Just some things that have been on my mind lately.

The first one, I’m not going to mention names, because it doesn’t matter and I wouldn’t anyway, but something happened this week that, and I think I’ve even done a podcast on this in the past, but I wanted to bring it to your attention because it’s something that I think a lot of people are missing. It’s funny, I had a friend a little while ago and he told me there’s these internet marketing pirate sites where you can go and basically every course that’s ever been given by any person in all time, you can go and you can download for free.

And it’s funny, I was talking to  him and he’s successful now and he said, “You know what’s interesting, I had an account to that site and I used to download every single person’s product, and I used to go through them and learn them and study them, but guess what’s weird, I never actually made money until I felt so guilty that I stopped stealing people’s stuff, and then I actually went and paid money. When I invested money, it shifted. And when it shifted for me, then I started having success. Literally when I was stealing people’s stuff I couldn’t make money. And when I started buying people’s stuff, then people started paying me for my stuff. It’s so weird.”

I kind of smiled and said, “Well, it makes a lot of sense.” Something like that happened this week in one of our coaching programs, and I feel bad for the person, anyway I will leave it at that. But they were trying to figure out a way, how can I get all this stuff for free? Maybe I can cancel and I can share my password, stuff like that, all these different things. But at the core of that is the reason why most people struggle to have success.

If you’re willing to see someone who created value and you look at that and you’re like, “I’m going to go take that. I’m going to steal. I deserve that without paying for it.” Or whatever that is. You receive value without giving value back. Money is value, right. So you give someone value, money, and they give you value back, that thing they bought. If you go and just take that without ever giving value, I don’t know if it’s karma or the universe or what, but there are definitely forces at large that will be keep you from being successful.

If you’re not willing to pay for other people’s value, nobody’s going to be willing to pay for yours. It’s a really weird law that is true in this universe. I remember when we first started our company, we couldn’t afford all these things like, I don’t know, Microsoft Word, I don’t know, all the different things. We had a couple employees, and I couldn’t afford all these things. So I was like, “Let’s just get a download key and we’ll just unlock them.” And we did that for a while and we struggled and we struggled and I remember having that realization in my own mind. I’m like, I’m literally pirating this software and I’m trying to sell software. I’m a bad person. I’m doing this wrong.

So I went back and in fact, I had an employee that we fired and it’s funny because he came back afterwards and he’s like,  “I could tell, I could turn you guys in for downloading software illegally and using all these things.” And I remember feeling really bad about that. So we went back later and actually bought the software we already had for free, because I was like, “Dude, we’re out of congruency with the universe, with God, with whatever you want to call it.” When you do that it just doesn’t work. So we shifted that and went back and started paying for those programs that we could barely afford, and guess what happened?

Magically after paying for the things we could barely afford, we started making enough money we could afford all the things we needed. So there’s a law there, I don’t know what it’s called. I just wanted to share that with you guys because I think it’s something a lot of people struggle with.  A lot of times I see this too, with people who are creating products. They’re like, “Nobody, I would never pay a thousand dollars for a coaching course.” Or 25000 or whatever it is.

One of my favorite stories, Justin and Tara Williams who are some of my favorite people, they came to the first Funnel Hacking Live. They came and they were like, “We are not going to buy coaching.” And they hid their wallets in their hotel room. And during the first break they ran up, grabbed their wallets and came down and signed up for our $25000 thing. I remember the very first meeting they came to, and they were trying to figure this stuff out and how to do it. I basically told them, “You guys should launch a $25000 group.” And they’re like, “People aren’t going to pay that.” And I was like, “You guys just did. You literally paid $25 grand to be here. People will pay you $25 grand to see you and to learn about real estate.” And they’re like, “oh.”
So they went home, I don’t know if it was that night or the next week or something, but they sent an email out to their list and they’re like, “Hey, we’re doing this thing, it’s $25 grand.” And literally, I can’t remember the exact numbers, but it was like 16 or 18 people sent them $25000 that fast. But it wasn’t until they had paid $25000 that they had the permission to go ask other people for that.

The same thing for me, I couldn’t go sell a 50 thousand or 25 thousand or 10 thousand dollar program until I had bought one. There’s something, like a belief level, until you’re willing to part with that kind of money it’s hard for you to be willing to ask other people for that money for your thing. It’s the weirdest conundrum and a lot of times people get stuck, “I can’t figure this out. I can’t have success.” And I’m like, “well, when was the last time you bought a program similar to yours.” And they’re like, “Oh, I don’t buy stuff like that.” I’m like, “Why not?” “Oh, well I can get it for free on Google or whatever.”

I’m like, Okay, those belief patterns in your mind are what are keeping your from having success and keeping you from helping your customers succeed. Because subconsciously, even if you don’t know it consciously as you’re trying to pitch and tell them to give you a thousand bucks, subconsciously you know in your mind that they could probably get this on YouTube or find here or whatever and all those kind of things. It’s not until you go and invest in yourself, you spend a thousand bucks or ten thousand or whatever that is, you buy the thing and then when you’re trying to pitch someone and you have a good experience, you’re like, “Man, I bought that thing and it sped up my success.”

Then you come back to someone and you say, “Hey give me ten thousand dollars because I’m going to speed up your success.” In your area of expertise, you don’t feel guilty because you know what that meant to you, because you know how that affected you, how it changed your life, how it sped up your process.

So I think it’s just super hyper important and just a thought of something I wanted to share with you guys as I was driving home today. So yeah, I’m not saying you should go and give all your money to everybody, but you should definitely give it to people you trust, and hopefully we’re someone you trust, and if so you should come to Funnel Hacking Live. I promise you that experience will give you the emotional impact, the emotional change you need to set you on the course you need for your future.

If you want to go deeper with us, then you should join the Two Comma Club X Coaching program, we only open it up at Funnel Hacking Live and it’s taking you through the next step of the process, which is what this group is going through right now. And it’s amazing, it’s fun seeing the results already coming through it and people already having success.

Anyway, that’s what I wanted to share with you guys. I’m going to jump off and make sure this is recording because my phone’s been having all sorts of issues, and if it is, I’m going to come back in a few minutes and record one more episode on my drive home. Thanks so much everybody, and we’ll talk to you soon.