Good morning, everybody. This is Russell Brunson. Welcome to Marketing Secrets podcast. I am pumped

to be here with you guys today. And I'm going to tell you guys a little about the event that

happens last weekend. So the big question is this. How are entrepreneurs like us who didn't

cheat and take on venture capital for spending're spending money from our own pockets.

How do we market in a way that lets us get our products and our services

and the things that we believe in out to the world and yet still remain profitable?

That is the question in this podcast will give you the answers.

My name is Russell Brunson and welcome to marketing secrets.

Thank you. answers. My name is Russell Brunson and welcome to marketing secrets. All right, everybody. So last night we just got back from the Traffic Secrets event. Yes,

you heard me right, the Traffic Secrets event. What? Which is really, really exciting. And

now I'm actually heading to the dentist. So I've got a little window. I'm definitely late for the dentist, but that's what he gets for being a dentist. I just kidding. I like my dentist a lot. He's a cool guy, but I get my tea drilled or something. So that's kind of one of those things. But I just want to tell you about last weekend and why we did it and a bunch of other stuff. So those who know my journey, know my story over the last few years know that a long, long, long time ago, like 10 years ago, I had an idea I wanted to write a book. But I feel like you have to earn a book, right? Like it's not something that's just like given to you. You have to earn it.

And so I bought the domain name.comsecrets.com.

Because I was like, I want to write a book called dot comsecrets.com. Because I'm going to teach people the secrets of the dot com thing. Anyway, looking back now, I probably would name it something different. But that was the name and I wanted to be a book. and it sat there for like a decade where it wasn't a book.

It was just in my head. And then one day I was out to dinner with my buddy Chad Wilner and we were at Carl's Jr. eating while watching our kids play on the little playground thing. And he said something very profound to me. He said, do you know the difference in you and Tony Robbins and Brandon Bouchard? I'm like, no, what? He's like, well, I feel like your content's better. You're helping

more people. You know all this cool stuff. But they seem a little more, they seem more legitimate

than you because they've written books. I was like, what? And first I wanted to like curse them

out. And then next I was like, crap. He's thinking, one of my close friends, like, what is the rest of the world thinking?

I was like, all right, if I want to legitimize what I'm doing, I need to write a book. This is about the same time we're working on ClickFunnels. So these two projects are happening simultaneously because that's the smart way to do it, is to write a book and launch a software company at the exact same time, right? So I start the journey, and we start writing the book, and I spent a long, long, long time and I wrote the whole first draft of the book. And after I wrote it, I looked at it, and I was like, I'm not proud of it. And I told us the traffic seekers event, one of the life lessons I got from my dad, I remember one time he asked me to go clean the car

I was like I was probably I don't know eight or nine years old I went to clean the car and I came back and my dad okay it's clean can you come look at it so I can go out and play and he's like well are you proud of it I like I don't know he's like well if you're proud of it then you're done I'm like crap I was like well I'm probably not proud of it so I went back down the car I started cleaning

I reclean the whole thing you know and this time I made sure I was proud of it I went back up hey dad my car the car's done and he said the same thing said are you proud of it and I said yeah he said okay then you're done you didn't come look at it and I was like you know life lesson right there boom so fast forward now 20 years later and I'm reading the manuscript for the book that I'm about to go send to the publisher, and I was like, I'm not proud of this. And so, I decided to just get rid of it. So I got rid of the script. And I thought, you know, the problem was like all this stuff was in there, but like, I don't know, it didn't like make sense, like in right order and there's like this chicken and the egg concept like what comes first they have to know this before they know this and like all these things right and so I thought you know the best way to do this is actually teach a live event because then I can like explain it and see in people's eyes and see what makes sense and see what things are out of context and all that stuff. So my little coaching program at the

time was called dot-com Secrets Ignite. Some of you may have been in that. I said, all right, guys, everyone come to Boise. We are going to teach this event called dot-com secrets. And I ended up getting about 100 people to show up to Boise. And for three days, I taught the concept of the book. And what was interesting is that like as I was teaching I'm like ah crap you need context like this doesn't make

sense because you need to explain this and so like I taught the concept of the book. And what was interesting is that like as I was teaching I'm like, ah crap, you need context. Like this doesn't make sense because you need to explain this. And so like I taught the whole thing, right? And then after I got done, I've rearranged outline and change everything around until it's like, oh, here's the book. And then I started over and rewrote book. And then boom, we have dot com secrets, which I'm very proud of. So that was the, that was the first book the second, and then I was like, I will never write a book again. There was so much pain associated. I'm like, all the projects I've ever done that was like the most amount of work and the least amount of money made from a project. Because books don't make you a ton of money. They make you good money if you do it right. If you do it through funnel the way we do, but it wasn't like insane, right? Like I'm used to the funnels that you launch it and they do, you know, a few million dollars out of the gate. This one, you know, sold a ton of books, but it wasn't like, it wasn't short-term, like huge monetary success. Looking back at it now five years later, it's been huge like monetary success. It's an indoctrination piece that got people

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