Apr 20, 2022
The Room Where It Happens...
It's "Inner Circle" week. I want to tell you about what's actually going on in the room where it happens.
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---Transcript---
What's up, everybody? Good morning. It's Inner Circle day and I'm driving down to the event. And I want to jump on and say, what's up? All right, everybody. So, it's Inner Circle day, actually Inner Circle week, which is even better than Inner Circle day. We've got Inner Circle happening today and tomorrow. And then, my Category Kings, which is our upper level, are coming in on Thursday and Friday. And so, this is a full week of serving, and having fun, and being with the people, which I was really excited for.
Some of you guys know my Inner Circle is our high end coaching program I had for seven or eight years. And I closed it down almost three years ago, because I was just tired, and worn out, and just a lot of things happening in my life. And so, we shut it down. And then, last year at FHL we reopened it with some caveats this year. You have to have won a Two Comma Club award to be in the inner circle. And if you want to be in Two Comma Club X, which is the higher... Or excuse me, if you want to be in the Category Kings, you have to been at least made $10 million, so Two Comma Club X. Or yeah. Yeah, so. Anyway, which is cool because it makes the groups just higher standard, higher level, which has been awesome. So, to be in the room, you had made at least a million dollars, which means we can have totally different conversations.
It's interesting, because we had different levels of coaching and consulting programs. For example, we have our Two Comma Club X program, which is amazing. But it's more so for people who are getting started, having some success, but they haven't hit Two Comma Clubs yet. It's interesting, because in that phase of your business, there's a couple things you have to figure out. The first thing you have to figure out is, what is it... Actually before that, it's, who was your dream customer? Who's a person you actually want to serve. That's the first thing people have to figure out. They have to figure out, okay, these are my people.
Then, the big questions are the what and how. What is it you're actually selling and how are you selling it? And the biggest problem people typically have during that phase is they either are selling the wrong what. They're selling what they want to sell, not what people want to buy, or they don't know how to sell. What's the funnel, or the way, or the process, or how you persuade people? So, it's the what and the how.
If you got who, this is who my dream client is, who I want to serve. If you talk to Pedro, Pedro talks about micro-niching, shrinking that who down to, this is my micro-niche. This is my category. This is my people. And then, it's the what and how. So, what are you selling and how are you selling it?
And so, for me, with most people's it's try thing after thing. Let's publish a lot, launch a challenge, launch a webinar, launch a... And you're trying to figure out, what is it that people actually want to buy from you? Okay. That's a little distinction, but it's huge. What do people actually want to buy? Not, What do you want to sell? What does the market want? When I got started, my very first idea was Zip Brander, which was a really cool idea. And I wanted to sell it. I paid for someone to build it, because I knew that this was the coolest thing I could think of. But the market didn't want it. I sold a few, but it wasn't right what. What is it that I'm actually selling? And so, that's why we keep trying different offers and testing things out, putting things out until we figure out eventually, this is what they actually wanted.
And the second question is then, how do you sell it? And so, that's the mechanism. You selling it through a webinar or through a challenge? Are you doing it on the phone or you're doing it through a tripwire funnel, a webinar funnel, high ticket funnel, a challenge funnel, a survey, or a summit funnel, a survey funnel? It's the what? After you figure out those two things, what is it the market actually wants I'm going to sell? And then, how do I sell it? And understanding the persuasion, and the process, and all that kind of stuff. When you figure out that, the who, the what, and how, boom, typically that's when people go from, "I can't make anybody online," to boom, Two Comma Club really, really quickly.
Some people, it happens in the year. Some people it happens in weeks after figuring those things out. Which is why you got to be testing and trying a lot of things. Figure out, what does the market actually want? What do they want from me? It's interesting, there's a, one of my favorite YouTube videos, it's called Work to Publish. If you go to YouTube, type in Work to Publish, you'll see it. But when he talks about, there's how you have to be prolific and putting a lot of things out there. And he's like, "You don't get to pick what you're famous for, the market picks." And he talked about these different artists and bands who put out thousands of songs and things like that. It's like they put a thousand songs, and only 10% of the songs are any good or 1% are any good. But because they put out a thousand songs, those 1% made them the Beatles, or whatever. You know what I mean? It's that working to publish, is putting things out there.
In fact, I heard a... Tom Bilyeu told an interesting story the other day. It sounded like he found it in a book or something. So, I'm going to try to find it. But he said that there's basically an art class. The first day of art class, the teacher's like, "All right, there's two ways to pass this class. Number one is you can spend the entire semester making one art piece, and you can spend all the time just making it the most amazing, perfect thing in the world. Or number two is you can just come in and every single day you got to create something, and you keep creating something, and it's all about volume. So, at the end of the year, you're going to turn a stack of all of your art. And then, you'll pass. So, those are two options, spend the whole you're perfecting one piece or turn in a new thing each day, just fast and just putting things out there."
And he said that, at the end of the semester, what was fascinating is the people who tried to perfect one piece of art versus the people who were putting out art every single day, the people who are putting out art every single day, by the end of the semester, their art was better than the people spending the entire year on one piece, because they kept putting things out over, and over, and over. They were publishing. They were putting volume behind what they were doing. And so, it was interesting.
Anyway, during that phase of your business, it's all about figuring that out. Who am I serving? What do they want? How do I sell it? And so, it's a volume phase. It's trying a lot of things. It's testing things. It's putting out different offers, different messages, until you find what are the hooks that people stick with. And so, in our Two Comma Club X coaching program, that's where we're living with people. They're coming in. And if they pick the e-com path, they're working with Allison, and she's helping to find products. They're trying a bunch of products until they find the one that, boom, hits. And then, our side we're doing challenges. The challenge, challenges to find the challenge where the messaging resonates, hits, and boom. And then, from there, we take that message and we turn it into a webinar. And then, that's what's happening at the Two Comma Club X level.
After someone goes through that process, and boom, they make their first million, hit Two Comma Club, then they can move up to Inner Circle. And Inner Circle, we can have different conversations. And so, the question's, what are the conve…