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The Russell Brunson Show

The Spy Quiz That Drove Millions of Leads with Andrew Bustamante | #Marketing - Ep. 87

The Russell Brunson Show

Russell Brunson

Marketing, Business, Entrepreneurship

4.8982 Ratings

🗓️ 12 November 2025

⏱️ 77 minutes

🧾️ Download transcript

Summary

I kept seeing this guy everywhere online. Then I opened my Instagram DMs and found a message from 2021: “I’m the first ex-CIA officer to launch an information product… everything I’ve learned came from you.” A year later he went viral using the exact earned-media playbook from Traffic Secrets, stacked podcast appearances, and sent all that attention to one link that fed his funnel.  In this episode I sit down with Andrew Bustamante to unpack how he went from CIA to info business, why his name started triggering the algorithm, and how a single quiz became the engine that turned curiosity into qualified buyers. Key Highlights: ◼️The earned-media ladder that took him from small shows to the biggest podcasts and sent every viewer to one conversion link ◼️How a CIA-inspired spy quiz filters for personality, pinpoints a weakness, and turns attention into buyers ◼️The zero-ad viral strategy he ran on repeat and when to layer paid traffic on top of it ◼️CIA tradecraft mapped to marketing: adopt vocabulary, build commonality first, then shift beliefs, plus the nine-month conversion model ◼️Inside his value ladder: tripwire, smart order bumps, a daily intelligence brief, community, and high-ticket experiences that move readers into video buyers Most people chase views, but people like Andrew simply demand views by being so interesting and informative! He proves you can turn story, psychology, and smart funnels into a system that compounds without brute-force ad spend. If you run content, a podcast circuit, or a personal brand, study this one. Build a single path for attention. Use a diagnostic that creates desire to fix a revealed weakness. Move customers up with offers that prepare them for the next medium and the next level. That is how you turn interviews into income and strangers into true fans. This episode of The Russell Brunson Show will self-destruct in 3…2…1… ◼️If you’ve got a product, offer, service… or idea… I’ll show you how to sell it (the RIGHT way) Register for my next event →⁠⁠⁠ https://sellingonline.com/podcast⁠⁠⁠ ◼️Still don’t have a funnel? ClickFunnels gives you the exact tools (and templates) to launch TODAY → ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://clickfunnels.com/podcast Want to learn more from Andrew? Find your Spy Superpower: https://yt.everydayspy.com/47oTFXR Read Andrew’s CIA book ‘Shadow Cell’: https://geni.us/ShadowCellBook  Follow Andy on YouTube: https://youtube.com/@Andrew-Bustamante Explore Spy School: https://everydayspy.com/  Support Andy's sponsor Axolt Brain: https://axoltbrain.com/andy Listen to the podcast: https://youtube.com/@EverydaySpyPodcast Learn more about your ad choices. Visit megaphone.fm/adchoices

Transcript

Click on a timestamp to play from that location

0:00.0

Have you ever wondered what a sandwich sounds like?

0:03.0

Not much to it, is there?

0:06.0

Unless, of course, it's a Walker's sandwich.

0:10.0

Mmm, that is good.

0:13.0

Now that's what Asani should sound like.

0:15.0

Go all crisp in with walkers.

0:18.0

Delicious.

0:20.0

Do you have a funnel but it's not converting?

0:22.2

The problem 99.9% of the time is that your funnel is good, but you suck at selling.

0:27.1

If you want to learn how to sell so your funnels will actually convert, then get a ticket to my next selling online event by going to sellingonline.com slash podcast.

0:34.7

That's sellingonline.com slash podcast.

0:40.6

This is the Russell Brunson show.

0:45.8

Hey, what's up, everybody? This is Russell. Welcome back to the show. Today, I've got something and someone very special and interesting. I'm excited to have on the show. It's somebody who

0:51.2

I've had a chance to, actually, it's kind of a funny story. I saw you online all over the place. I kept seeing your face, seeing your face, seeing your face, and had no idea there was any connection at all until Jeremy messaged me and you. And then he said, oh, yeah, it's got to read your books. You should, you know, connect with him. And I opened up Instagram. Actually, you can if I share this?

1:12.3

I opened up Instagram to message you. And there was a message from August 19, 2021 that you had

1:16.9

sent me. Can you read that message? Yeah, I'll read it says. So, so 2021. So it says, Russell,

1:22.7

I'm the first ever ex-CIA officer to launch an information product via digital marketing. I am nowhere

1:27.0

near as successful yet as I will be. But of all this my successes to date has come from what I've learned, what I've learned from you. I'm sure you don't read these messages, but I hope that somehow this message finds its way to you. You're still changing lives today like you have ever since you started and my family four thanks you. P.S. there's anything I can ever or do you to support you or amplify your message? Just let me know how Andrew Bousamante.

1:47.0

And so I saw that. I was like, I felt so bad that I message you back then. But, um, but then I was like, man, I'm so interested to hear so much about your story. This podcast will be fun because, uh, for my listeners who don't know yet, you know, he's ex-CIA. He's got a bunch really cool things. We're going to deep into, we're talking about some psychology and some, some, some brain stuff. But also,

2:04.0

I want to talk about his actual business. I'm assuming you don't get a talk. I don't get to talk about my business, which is so frustrating, man, because nobody, nobody understands how much of a passion it is for me. Yeah. It's the, it's the current mission. Yeah, and it's the driver behind

2:17.5

getting your message out and everything else. And it's the driver behind getting

2:17.9

your message out and everything else. And so we're going to talk about some of his stuff and then also going behind the scenes to talk about his business and his funnels and everything. So I'm going to interrupt you. I have to interrupt you because because it was one year after I sent you that. That was August of 21, right? Was it August or April 21? It was August 19, 2021. One year after that is when I went viral for the first time.

...

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