Secret #5: You Gotta Have Faith… Marketing Faith


Russell shares an interesting experience:

Someone wants to join Russell’s Inner Circle but is afraid to make the investment because he doesn’t know what will happen. Russell explains why he doesn’t guarantee success or give away answers before people join his coaching program. Today’s episode includes:

  • Why you should avoid “guaranteed” success
  • What kind of “faith” it requires to join Russell’s Inner Circle
  • How the fear of failure makes life and business great

So watch the video above to find out if you have enough faith to succeed.

Full Episode Transcript Expand Transcript

What’s up everybody, this is Russell Brunson. Welcome to Marketing Secrets podcast. If you are watching this at, you can go watch the video of me showing you something cool, if you’re just listening on iTunes, that’s cool too. But if you go to you can actually see what I’m going to show you guys.

Last week I did a podcast, or a couple of days ago, about planting seeds of doubt. I got all these people messaging me, “Russell, you’re so mean.” I was like I’m  not trying to be mean with this. I’m trying to explain a really important marketing principle. So I want to show you guys something to prove this whole thing works. A lot of you guys know Steve Larsen, he sits next to me everyday building funnels. When he first started working for me, at the time I had a water filter machine, it was an Athena that we paid $3 grand for. I always loved it because it was this really cool thing, it filtered our water and did all this cool stuff.

Then he told me, “Well, if you’re using that brand, it actually doesn’t work, there’s only one brand that is any good.” And it’s the company he used to work for called Echo. I was like, “Really, why?” and he’s like, “They have this patent. Most water machines, the way they filter, after 5 or 6 filters it builds up all this residue and it starts working. This company has a patent where what they do, every time you turn it on, it pushes through and breaks off the stuff, so it keeps working.

Now I have no idea if that’s true. He may have made it up for all I know. But he planted a seed of doubt, and that seed of doubt became so big that my Athena water machine that I loved, in fact my kids called it magic water. Every single day we used to go and make magic water out of it. It is now sitting, as you see here, in my garage, in this big pile of water. We ripped it out of the wall, I actually cut the plug because it was hard to get to. It’s just sitting there now, I don’t know if it works. I have a seed of doubt.

Then I was going to get a Kong and he’s like, “And he’s like Kong can’t do it either. These guys are the only ones in the world that have a patent.” So because of that, guess what I have right over here. You’ll never guess. Yes, it is one of the Echo machines. Sorry it’s kind of a mess here in the laundry where we have it. Because my wife doesn’t think these look very good, and they are kind of ugly. But now, I come here and this is where I get all my water from, it’s the Echo machine.

Now again, I have no idea if it actually is better, could be worse for all I know. But he placed a seed of doubt that caused me to rip my old machine out and put a new one in and not go with other competitors. So the marketing principle is true, whether you’re doing that yourself or through other people. How can you place a seed of doubt. So there’s a follow up for yesterday for those who think I was mean. I’m not being mean guys, I’m just teaching good marketing principles. So that’s what I got.

Now I got one more thing I want to share with you guys. Because this is important and I think a lot of people struggle with this. It’s having faith before you take action. Entrepreneurs, for you to be successful, you have to have faith first. You don’t know that your product or service is going to work. If you had that guarantee, then everybody would do it. It’d be like, I’m guaranteed, in fact that’s why people go to school because they’re like, “I’m guaranteed to get a job.” Turns out you’re not, at least not a good job. But people, because they guarantee it, they do it.

Entrepreneurs should be about not guaranteeing. You have to have an idea and then you have to have faith in yourself. If you don’t have faith in yourself, then you’re not going to do it, and then you’re not going to have success, and then it all disappears. It all hinges on faith. It’s weird, I don’t know if you guys are religious or not, it doesn’t really matter to me for this thing, but religion’s the same way. We get the, we have to have faith first and we take that step forward and then the truth is manifested back to us. Like, “Oh, that thing you did was actually right.” But if you knew ahead of time, what’s the point? There’s no challenge, this whole life becomes really boring if there’s no faith. If you knew the answer to everything before you went into it, why would it seem to be fun, it wouldn’t. We’d be bored out of our minds.

I’m telling you this because I had a funny experience today that I wanted to illustrate becusae it kind of illustrates this, why a lot of people struggle because they don’t have faith first. They’re waiting for the perfect answer before they move. So there’s this guy, I’m not going to mention his name, he’s a cool. But three or four times over the last two years, he’s messaged me asking about my inner circle and he’s always like, “I’m going to join man.” And I’m like, “Cool, here’s where you apply.” And he’s like, “I have some questions first.” And he always asks a bunch of questions, he never applies. And this happened I think at least 3 maybe even 4 times in the last 2 years. I’m always like, “hey man, go to inner circle where I can work with you. I do my best coaching almost a million entrepreneurs, but I can’t talk to every person individually. I wish I could but I can’t.” I have a hundred people in inner circle that I’m voxing every single day on my phone, trying to keep up with them as well as running my own company and my family and my church and the scout group and everything else I’m doing. It’s insane.

I can’t help everybody, I wish I could. But the people I can help, they’re in the inner circle, that’s just how it works. So get in the inner circle and I can work deeper in your stuff. So he messaged me today, it’s kind of funny. He said, “Whatcha think?” and he showed me his funnel, “compliments of Clickfunnels.” And I was like, “Cool man, you got it done. It looks great.” And he said, “The problem is,” this is the best, “The problem is I can’t get it to sell for the life of me, when people try it, they’re hooked. But getting people to buy it out of the gate, no bueno.”

So I went back and decided to look a little closer. I kind of smiled, and I sent it to Steven Larsen as well, “Hey, what do you think about this funnel? I want to know in 3 seconds.” And in 3 seconds he was like boom, boom, boom. I was like, “Exactly, the very same one’s I saw as well.” And I was like, I could just tell him, but then he didn’t, he missed the whole point. So I came back and I said, I was trying to help him out. I was like, “I won’t give you the answer, because you didn’t join the Inner Circle the 3 times you asked me about it. Ha ha! But here’s a hint.” Then I gave him a link to a certain funnel and said, “The answer’s in this funnel.” And it is, everything he’s looking for is in that funnel. I mean it was a huge heads up, hopefully. We’ll see if he runs with it or not.

But I sent that and just kind of said it that way and he said, “Was my video wrong?” asked me if it was the video, “It’s not the video.” Although his video could use some help. He said, “The reason I didn’t join was because I didn’t think the Inner Circle could help me with my specific problem with …” and he named his product, “I didn’t want to just throw $25K at the wall, not knowing.” So I got that and started laughing. I laughed out loud and I read it to Steven and he laughed because first off, the inner circle is all about personalizing your problem. What is your problem? And you message me and I tell you the answer. So it’s the most personalized coaching program on planet earth for our industry.

So I don’t think it would help my specific problem, and I didn’t want to throw $25k at the wall, not knowing. So I didn’t want to have faith and just assume that you know what you’re talking about, seeing as you’ve helped hundreds of thousands of entrepreneurs, and you have all these people that pay you $25k a year and they renew every single year, because you keep helping them. 10 or so are all supplement companies, I didn’t know, I’m not going to pay you.

And then he said this, “After looking at “blank” if you have some big ideas on how to blow it up, you know the $25k would be chump change for investing in your help, then obviously that’s a no brainer.” So if I can come to him and say, “Hey man, I know exactly what it is. Give me $25k and I’ll tell you these things and I guarantee you’ll make more than that. Then he will do it. Then he will take a leap of faith when there’s no leap of faith to be made.

I’m just like, my goal was not to sell you on inner circle, my goal is not to tell you I know the secret, give me $25k and I’ll tell you. You missed the whole point. The goal, the point is that you have to have faith first. You have to….the mentors I have hired in my life, I didn’t know if they were going to be good. I looked at them, tried to do my research, saw other people they worked with and was just like, “Okay, I don’t know but I’m going to have faith and I’m going to take this step forward.” And then when you do it, you get rewarded for it.

Then I wrote back, “Sorry man, the inner circle is closed for now anyway, but the answer is in that funnel.” So hopefully he finds it. It’s there for him and again I don’t want to be a jerk. But I get so many people hitting me up, I can’t. If I could help them for free, I would because it’s so much fun. But it’s just interesting how people don’t want to take that faith. If you want to be an entrepreneur, you have to understand that’s the game, the whole entire thing. You have to have faith first, faith in your idea, the product, the process, the coaches, the mentors, all these different things. And you’re not going to know ahead of time. If you did, it’s not entrepreneurship, if you did, it’s no fun.

If somebody came to you and said, “This is the exact product and sales message.” Everything like that, and you did it and it worked, it’s like gambling. It’s cheating. It doesn’t count. It’s not real. It comes from the excitement and thrill, fun, and satisfaction. Everything comes from the success of it.

I remember when I started wrestling, another friend that wrestled, we both started at the same time. It was interesting because after a year he quit, I didn’t. Within three years I won the state title. I remember after I won the state title, he told me, “Oh man, I could have won the state title too, but I just didn’t want to put in the effort.” And I was like, “Are you kidding me? You don’t know what I went through the last three years to get that, to earn that.” If I would have known up front, I was guaranteed to get the state title, it would not have been any fun. I would have been like, “Oh, what’s the point then? If I’m guaranteed to get a state title if I do it, then why would I even do it?” You know what I mean?

The not knowing is what makes it great. The fear of failure is what makes the success so great. If you don’t have that, can you imagine what life would be like? Can you imagine how boring it would be? Every single day you wake and know there’s no chance of failure, so you just….I can’t even imagine. I would……

So my message for you guys today, as entrepreneurs, is that you have to understand that it takes the faith first. You have the faith to take the step and then you’re rewarded. Sometimes we put our faith in the wrong things, which is understandable, and we fall off something and it doesn’t work, or we hire someone and they don’t work out. But you shouldn’t lose faith in all things. You may have got the wrong mentor, the wrong person. But keep putting faith in, people, ideas, products because one of them will work. They don’t all work, and that’s okay. But they will if you do that first.

Anyway, you gotta have faith, as George Michael would say. That’s all I got you guys. Appreciate you all, have an amazing day and we’ll see you guys tomorrow. Bye everybody.

  • Ellen J. Harris

    So appreciate this topic. Bought Faith Precedes the Miracle. It’s the core impact of the path I’m on in my business. Thank you, Russell. Huge help.

  • Stephanie Clairmont

    Thanks Russel, love this message. We all need to keep going, have the faith and not give up!

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Over the past 10 years, Russell has built a following of over a million entrepreneurs, sold hundreds of thousands of copies of his books, popularized the concept of sales funnels, and co-founded a software company called ClickFunnels that helps tens of thousands of entrepreneurs quickly get their message out to the marketplace.