What’s up everybody? This is Russell Brunson, welcome to a late night Marketing Secrets podcast.
Hey everyone, I hope you guys are doing awesome. It is a beautiful night. Do you hear the crickets out there? It’s kind of creepy when you get to the darker spots. I hope you guys are doing awesome. I wanted to make you guys a video and run a podcast today about something I think really, really, really important. There we go, there’s some light for those who are watching the video version. If you’re on the podcast, it doesn’t matter. You can hear my voice.
Alright, I want to talk about something interesting that I realized today that I think is what keeps a lot of people back. It probably kept me back a lot when I was first getting started. One thing, I’m sorry I’m looking for, I’m at the pool house, I’m drinking some Keto OS because I love the stuff, so I have one every morning and one every night. It is my sweets and that is what I’m doing. That’s what I’m looking for, if you’re wondering what I’m doing and why I’m talking weird.
What I want to talk about today, for example, we had a lot of crap happen. Not little things either, huge things. Things that are devastating. Thing that in my past would have crippled me. I would have stopped and been like, “Ugh, ugh, ugh.” And it’s interesting because I see people now days who are in business and they’re moving forward, moving forward and trying to do stuff. And not just business, honestly, it’s all aspects of life. It’s their personal life, it’s their family life, their relationships, it bleeds in a lot of different things.
But for this purpose it’s business, where something really crappy happens. You have these plans and things you think are going to be happening and then you hit this wall and you’re like, you throw your hands up in the air, I don’t know what to do. So you just stop, right. You just give up.
Like I said, I think there was a time where I probably did more of that. And I think I’m lucky. When I grew up, I was a wrestler, as a lot of you guys know. One thing that happened with wrestling is and it’s probably a good thing, I was really bad at first. I’d get beat a lot. In fact, my brother Scott, who is going to be editing this video, when we first started wrestling, he’s my younger brother and he was beating me at first. As a big brother it was really embarrassing. Luckily, I loved wrestling and he didn’t so I was able to pass, but he would have been beating me my whole life, which would have been really embarrassing.
But because I was getting beat at first, I wasn’t like the best kid so I got beat a lot, and then I came back and I learned how to beat people. Probably the best example of this, my junior year in high school, my goal was to be state champ, I thought I was going to make it. What’s interesting is, as I was going for it, my first match my junior I wrestled this guy named Nick Fresquez from Hunter High School. Sorry there’s the ice coming out. Anyway, I told everyone I was going to be state champ. I was talking all the conference stuff, and my very first match wrestling Nick Fresquez, who is returning, he’d taken second place at State a year earlier, he’s returning back and he beat me. My very first match the whole year, I was devastated.
Luckily for me, my dad filmed the match, so what we did for the next four months, every single night we watched that match and then we’d practice in how to beat Nick Fresquez. And then I never saw him, I never wrestled him the rest of the year, but then at the end of the year, sure enough he was on the opposite side. He was ranked first in state and I was ranked second and we came against each other in the finals, I wrestled him. In the finals I beat him because I knew his moves. I practiced them every day for four months. In fact, I actually beat him, I think I told you guys this story before. But I beat him with the same move he had beat me with, which is kind of fun.
So I was used to getting beat up and then coming back and learning how to win. Getting beat up, come back and win. So that has helped me through my life. I think in business it’s the same thing. I would start and get hit with something, sometimes it’s like hitting a road block. How many of you guys have felt that? Or like hitting a wall and you’re just stuck and you’re like, I don’t know how to overcome this. This is an insurmountable object and I don’t know how to overcome this. And we hit those things.
So that happens all the time, like I said, in business. And what’s interesting is most people don’t get past those. They hit the wall and then they freeze up and stop and then they go watch the TV or quit, whatever those things are. It’s interesting because I see that a lot with our entrepreneurs, who a little road block or hiccup will come and then they just stop. And it’s like, don’t stop, keep going. Keep going.
But I think what happens, is the more you do it, the more your capacity increases. Your ability to handle those things and take them and plow through them and keep moving forward on them, you know what I mean?
So today we had so many things. We were supposed to watch this viral thing, if you go to….who knows if it’s still live when you watch this, but cfgoesviral.com was this really cool thing. What I wanted to do, I wanted to make where somebody, they opt in to this thing and then they get a referral link and they refer other people, and they get a dollar for everyone they sign up. And it was going to make this huge viral thing that would grow really, really fast. So we spent the last 2 weeks getting all the things put together, creating the video and sales page, the structure and the flow and the funnel. Everything was working, we tested it, and I wanted to build it inside of Clickfunnels, but we couldn’t because it’s this feature we don’t have right now and Todd’s like, “We could build it in the future, but we don’t have time to do it, because all this crazy stuff is happening for the launch.
So we didn’t, and there was this third party service we decided to use. So we used this third party service, we start trying to test it and all these things aren’t working. We got it working so it pretty much worked and we did the launch and sent emails out and we started a Facebook Live. It was all exciting and instantly all these people started coming and then guess what happened? Boom, the whole thing crashed within minutes.
We called the guys up, the service and we’re like, “Dude, our sites are down.” And they’re like, “Uh, we’ll call you back.” Okay, that’s not good. And the whole thing is down 15 – 20 minutes it’s down. And finally we see, everything goes offline, they reset their servers, it comes back up and it’s working, but we had to pause emails and everything at the time, so he comes back like 15 minutes later and he’s like, “It’s been 15 minutes, nothing bad has happened. You’re good to go.” We’re like, “Dude it’s because we stopped everything. We stopped the ads, we stopped everything. If you look at this…” I think we had 5% of our emails sent out and we just crushed their servers and it was just done. And we’re like, “Dude, you don’t understand. We’re trying to 100 thousand opt in’s in 7 days. To get that, there’s probably going to be a million to a million and a half, maybe two million people that are going to come through your links. Can you handle that?” and they’re like, “No, we can’t handle that.”
We’re like, “We told you numbers ahead of time.” And they’re like, “Well people always tell us numbers but no one ever hits them. We didn’t believe that was going to happen.” I’m like, “We just launched this viral contest. People are signed up, they’re sharing links. We can’t stop this now.” But the service wasn’t working. And it’s just like, most people, and me 5 or 10 years ago would have been like, “We’re screwed. What are we going to do?” But it was like, “Okay, we gotta keep moving forward. What are we going to do? What do we gotta fix?”
So I messaged Todd and Todd’s like, “Alright, I’m pulling an all nighter.” So he went and Jamie Smith came in and they spent the whole next 4 or 5 hours coding this whole thing out and rebuilt from the ground up the entire company software that we did and then built it into Clickfunnels. The testing is all done and they’re going to roll it all out first thing in the morning and then we’re going to relaunch the viral campaign right afterwards and hopefully get the same impact. But that could have been devastating.
That was one thing. And it was like 4 or 5 things like that just today that happened. Insane. The bigger a company gets, the more fires there are. I’m like, there are like 4 huge fires….no 5. 5 huge fires that I put out today. That was one of 5 huge fires.
One of them was some yahoo causing fistfights and threatening to kill people in our Facebook group and it happens to be a friend. He comes in and then we block and he starts threatening me and all sorts of stuff. That’s happening and then the next thing, and the next thing, and the next thing. All these fires are happening at the same time. I can’t stop because we still have this launch happening.
I spent probably 4 hours today working on the new sales letter for when the viral video goes live, which is so cool. I can’t wait for you guys to see it, I’m so excited. And then on top of that, I gotta record like 40 videos tomorrow, so I was writing the scripts for those and mapping out the sequence and timeline. Plus we’re working on the event funnel for Funnel Hacking Live. So I had to go through and finish another round of edits for the schedule. Then message all the potential speakers, invite them to speak, get the flow done. And then the viral video party, we had to shift the whole timeline, so we’re calling Boise State and trying to shift…..
It was all these fires, fire after fire. Any one of those should have crippled us, or me, or our entire team. They should have stopped, but we didn’t. We kept going forward. I don’t know why I’m sharing this, other than I think most people stop way too fast. And I don’t know if it’s just from doing it so many times and so often.
It’s funny, I remember somebody told me once… I think Dan Kennedy told me, “Once every quarter an entrepreneur will face a crisis that will either make or break his company.” I’m like, “Once a quarter? Dude, we’re getting that 4 times a day. 4 quarters of the day and consistently.” And the bigger we get, the more those things are. The one nice thing is that typically, you don’t have the company blow up overnight. So I’m lucky that I had 10 years of cutting my teeth and trying this thing and bankrupting two companies and going up and down and all sorts of failures, so that when I had the big success my capacity has increased and I’m handling things pretty well.
I screw up a lot. Just so you guys know. There are public screw ups, where a whole affiliate system that we built out crashes in the middle of the launch. Anyway, there’s just things that happen but most people just stop too fast. It’s kind of like lifting weights. The only way to keep moving through those things, because some of you guys hit those things and you stop and I know your….hopefully one or two of you guys hearing this are saying, “That’s me, I hit and obstacle and I freeze.”
So what I want you to understand, it’s like lifting weights. You’re pushing and pushing and you can’t do anymore and it freezes and it can’t keep going. That’s good, it’s tearing your muscles and they repair and you gotta go back again, you gotta go back again, you gotta go back again. And if you keep doing that, your capacity will increase and you’ll get better and better until someday you will have so many problems like me that you’ll have them four or five times in a day and you’ll just shrug it off and it’ll be fine.
That’s just, I don’t know the exact process to doing it, it’s just doing it. It’s just like when the thing hits you and you’re like, “Gah, that sucks. Alright let’s go.” Boom. If you’re in a fight and someone punches you in the face, you’re like, “Oh, that hurt so bad but I’m in the middle of the fight. Let’s go.” And you just go right back in. That’s the kind of attitude you’ve got to have when the thing punches you in the face or it knocks you down or whatever. Because most of those things, it’s like you’re this far away from success.
In fact, on the new sales letter for the Clickfunnels page, you’ll see it. Some of you guys know the viral video is about a Gold miner and all this stuff. So there’s an image we have and it’s a drawing and it says “The miner who quit too early”. And it shows this guy pick axing and he’s digging into this huge mountain and he turned around and he’s walking away and then you look at the side picture, a side cut of the mountain and you see he’s an inch away from all this gold.
And sometimes that’s how it is. We get punched in the face and we knock back and we’re like, “dang, I don’t want to do that.” and you just stop. And it’s like, ugh. All you gotta do is step back up and get back in that fight one more time and then you’re there. You’re so close to it. That’s what most people don’t get to. Because it’s the closer you get, the more resistance there will be to the thing you want. As you’re coming closer and closer and resistance is coming, is your ability to get back up and keep going.
There’s a song in high school in the 90’s that we used to play, in fact I played it today after getting hit in the head like 5 times. I was like, “Hey guys, I gotta theme song to keep us going right now.” And it was that song, “I get knocked down, I get up again.” That’s it. You get knocked down and you gotta get back up again as fast as you can. Because the more resistance you’re getting, the closer you are to where you’re trying to get to. Just know that.
Know that whatever you desire right now, the closer and closer you get to that, the more resistance. So you have to increase your capacity to handle those attacks, otherwise you will crumble underneath it and you’ll never get to your goal. But also know that the harder those punches are, the more frustrating all those kind of things, it means you’re close. The closer you get, the harder it’s going to be and then all the sudden, boom. You’re going to be there.
But you gotta be willing to get knocked down and get back up again and take that next step. Take the leap of faith, take that step into the dark. Whatever that analogy is that you need, that’s what you gotta do. And when you do that, that’s where it’s at. I think most of us, I may be wrong, I think I’m right though. I think most of us, the times that we fail, if we fail and don’t get what we want, we’re probably one or two knockouts away from success. It’s just getting back up, putting the gloves back on and going back into the ring one more time. That’s it. Maybe get hit again, knocked down again and you’re like, “one more step, one more.”
It’s there, you gotta taste it, you gotta feel it. That’s enough now. That’s like 40 ananlogies. Hopefully one of those connected with you guys. I got sports analogies, I got everything in there. Alright, well I’m heading in. I’m going to drink my Keto’s, I’m going to go to bed. I got a big day tomorrow. I gotta film like 40 videos. They’re not as fun like this one. Alright, there you go guys. Appreciate you all, have a nice night and we’ll see you soon. Bye.