Hey, what’s up everybody? This is Russell Brunson, welcome back to the Marketing Secrets podcast. I am in the studio right now for day 6 of reading all of the audiobooks. So as my faithful podcast audio listeners, if you don’t download an audio copy of all these books, then all my work here for the last 6 days has been in vain. Anyway, welcome to the podcast, and I got something cool to share with you when we come back.
Alright everybody, man I wish I could spend like 4 hours telling you guys all the craziness that’s happened since we last hung out, but I can’t because right now I have to get back down to finish recording the book. I have a short little break now and I just wanted to shoot a quick episode. But basically the last episode you guys got was from Arizona with Tony and Dean at the Mastermind.com launch and I had my brother rip the, my presentation at the end. And I’ve already got a lot of good feedback from you guys about that, so hopefully you enjoyed that.
But what’s crazy, is after that night after we got done with Tony and Dean and Jenna, we jumped back in a plane, flew home and got home just in time to pass out for like 3 hours, and then wake up and it was Norah’s birthday, which was so awesome. We celebrated her birthday, played with her all day, got some work done, and then the next day, or that night? Sorry it was that night. That night we jumped in another plane and flew out to, where was it? LA, for Tony Robbins birthday party, which was cool. It was his 60th birthday party. And it was seriously one of the coolest things.
There was basically, I think there was like 8 different concerts, Melissa Ethridge, the dude that won America’s Got Talent, and Pit Bull and Andy Grammer, who I seriously think that me and him should become best friends, he seems like the kind of guy I want to hang out with. And a bunch of other, anyway, it was amazing. And then they raised money for OUR, and raised over 18 million dollars for Operation Underground Railroad, which was crazy. Paris Hilton sat next to us, which was like, come on now, Paris Hilton, that was amazing.
Anyway it was, the whole event was awesome, but then we flew back the next day. And now I’m back here in the studio. Yesterday, actually I had a fun time to work on the Traffic Secrets book funnel, which was a lot of fun.
Anyway, what I wanted to share with you guys today, because so many of you guys go out there and you launch a funnel and then it doesn’t work, or it doesn’t work the way you expected and you get angry or upset, or you give up, or you walk away or whatever. And I want to tell you guys behind the scenes, because a lot of people don’t know this is happening, but I’m privy to what’s happening in everybody’s funnels all the time. But last year when we did the mastermind.com launch, it was the biggest launch in internet marketing history, which was crazy.
This year, I think we had like 250,000 people registered for the webinar last year, this year we had 460,000 people, so obviously our hopes are high, it’s like, this is going to be amazing. But it’s also the fear of like, how do you get lightning to strike twice at the same time, two years in a row, after it works so good the year before? So there’s a lot of fear and anxiety, and there were a lot of moving pieces that made this launch different and difficult, but the launch happened. And I’m not going to boohoo, because seriously, in less than a week it’s already over 8 figures. So it’s crazy, it’s still probably the second biggest launch of all time.
But at the same time the launch happened, I had a chance to kind of watch as Dean and his team have been working on things, and again, where most people would go and say, “it’s doing good, we’re happy.” Dean has been stressing out, like, “What was wrong? Why isn’t the messaging doing as well? What did we do different? What are the hooks, what are the angles, what are the feedback?” and obsessing over everything. I see him in the comment section of the customers reading every single comment. The one’s from the live webinar, reading them and trying to figure it out, and trying to tweak the message and change the message.
And tonight he’s actually going live again, based on all this data and all this feedback and all this intell and going back and doing a whole new presentation with the tweaks and the changes. And he keeps adjusting things, adjusting the emails, adjusting the affiliate emails, adjusting his own emails, tweaking, changing, tweaking, changing, all in real time, it’s happening really, really fast.
I think a lot of times from the outside we think, “Oh these people have been doing this for a long time, they know what they’re doing, and they just put it out there and it just works.” But I think that what you guys don’t understand is that the people who have been doing this a long time, they understand the funnel audibles. They understand that look, it’s not going to work the first time. It’s a constant evolution and change, and tweaking and changing and tweaking and changing and tweaking and getting it until it’s perfect. That’s what makes them great. It’s not that they know how to do it perfectly, it’s that they know how to iterate quickly.
So for you guys who are listening to this, I want you to start learning that skill. Start becoming okay with it and don’t stress out, “Oh my launch isn’t doing as good as I want. I’m driving traffic from facebook and it’s not converting well.” Or whatever. No, that’s the game. The people who are best at the game aren’t better at it than you, they just are better at iterating quickly and changing and tweaking and looking at feedback from customers and from comments and from what things they’re saying and figuring out how do I tweak this message, how do I change it? Do I need to record a new webinar, do I need to do new emails, do the ads need to change? Do I need more ads, less ads?
That’s the difference between being good and being great. And so anyway, I just wanted to share that behind the scenes with you because most of you guys won’t ever see behind the scenes. So this will hopefully give you a glimpse of what it really, really looks like.
It was funny, I was talking to Dean two weeks ago, we were flying out somewhere. And we were just talking about when he broke the Millionaire Success Habits book, and it took him almost two years before that book started selling. Two years. Most people would have given up after a week or two. And it took him two years of trying and testing and trying and testing, and trying. He’s like, literally two years into he recorded some ad on his phone that had a different message, and as soon as that one hit, they sold a thousand books that day.
And it was like, “Oh my gosh, that’s the message people needed. Now it makes sense.” Then it was like, okay, now it’s on like Donkey Kong. Then over the next three years they sold 500,000 copies of the book. But it’s because they knew the message, they figured it out by doing the process.
So anyway, that’s how the masters do it, that’s how the experts do it you guys. It’s not by being better up front, despite iterating quickly and becoming okay with that, enjoying it and having fun with the process.
Anyway, with that said, appreciate you guys. I gotta get back in the booth and record the rest of the Expert Secrets book, make sure you get the audiobooks when they are done, otherwise this work was all in vain. Thanks you guys, appreciate you, and we’ll talk to you soon. Bye everybody.